2012 Tennessee Association Of CVB's Social Media Sales presentation. I was asked to prepare a presentation that would educate, enlighten, and empower the membership. The members all work for Chamber of Commerce's or Convention Visitor Bureaus. They are tasked with promoting their communities and regions. NOT an easy task they have limited funds and have to find a way to reach out to visitors as never before. This presentation examines Conventional sales tactics, and the new style of sale s that is needed to attract Web-visitors and Social Followers.

1. But it
Sure Does $ELL

2. Why Does SEX - Sell ????
Because as humans we are driven to
fulfill our Wants, Needs & Desires.

3. Social - Wants Needs & Desires
• Look Good
• Have Fun
• Social Life
• Freedom
• Choices
• Acceptance
• Better Life
• Be Connected
• Companionship

4. What are we Really Talking About?
• Emotions - are the key element in
Social Media. When you post a
Picture, a Video or make a Comment,
you must impart your PASSION!
• Remember - if it does not touch me,
make me feel something, chances are
you will never hear from me or get to
know me as a friend or consumer.

5. So Why Does Social Media Sell?
• BECAUSE WE ARE “SOCIAL CREATURES.”
• We are driven by Wants, Needs & Desires
• Because It makes you FEEL Something.
• It has a LOOOOOONG Shelf Life!
• Its Delivery is Instantaneous!
• Its Reach is Infinite.
• Its Gone MOBILE!

6. Why is Social Reach Important?
Kim Kardashian gets paid $10,000
per Twitter endorsement.
(Recent plugs have been for
ShoeDazzle.com and CVS.)

7. How to use a Liability as
an Asset
QUESTION?
How much would you pay
for Charlie Sheen to
represent your product?
Can his reputation still be
leveraged?

8. Charlie Sheen was paid about $50,000
• Per tweet – “It was worth it Sheen’s tweet
for Internships.com generated 95,333
clicks in the first hour and 450,000 clicks in
48 hours, created a worldwide trending
topic out of #tigerbloodintern, attracted
82,148 internship applications from 181
countries, and added 1 million additional
visits to Internships.com”
• That is .60 per application!
Source 1/28/2012 Oh No they Didn’t! http://ohnotheydidnt.livejournal.com

9. WHAT ARE THEY DOING?
Social Media Marketers & Agencies are Clever.
• They are Hunting for NEW BUSINESS, they go
where the most Eyes, Ears & Potential Clients
can be found. They are using an old marketing
(Tactic) in the New World of Social Media.
They are Playing
Hounds to the Hunters

10. Hounds to the Hunters???
Hunters – have often
used Hounds to assist
in the capture of
their prize.
If you were a Hunter
what would your
prize be?
Increased Traffic is your PRIZE !

11. • Social Media or the Hound’s job is to provide a
vast array of communication methods where
captivating content can be provided to any
number of viewers or followers.
• The captivating content in turn entices
followers to continue their journey. It leads
them where you want them to go, it...

12. • The Website or HUNTER’S job is to provide
a platform to host content “Who you are &
what’s your Product or Service.”
• The Website content presents unique calls
to action. The job of a call to action, is to….

13. Social Media Tools of the Trade

14. Visitors Have Powerful Voices
Leverage their Social Networks to
Broadcast your Message.

15. What Do I Do With All This?

16. Get Visitors to Testify
Charles Schwab Boosts Acquisition
With Online Ratings & Reviews
A Focus On Transparency And Customer Acquisition Drives Early Success
Executive Summary
In June 2011, the digital marketing team at
Charles Schwab rolled out its Clients Speak
client ratings and reviews service. To
date, Charles Schwab customers have
written more than 1,000 mostly positive
reviews.

17. Consumers
TRUST
Consumers.

18. Why are Comments & Ratings
Important?
• Consumer reviews are significantly more trusted
- nearly 12 times more -- than descriptions that
come from manufacturers, (eMarketer, February 2010)
• 90% of consumers online trust recommendations
from people they know; 70% trust opinions of
unknown users. (Econsultancy, July 2009)
• Consumers were willing to pay between 20 to
99% more for a 5-star rated product than for a 4-
star rated product, depending on the product
category. (comScore/Kelsey, October 2007)

19. Videos Get the Message Across!
• Nearly 64% of respondents had watched a
user-generated video review, and more
than three-quarters of that group said it
helped them make a purchase decision—
either for or against a product or brand.
81.3% listed the ability to see the product
in action as their favorite thing about
video reviews.(Internet Retailer, June 2010)
46 years of Video is watched
each day on YouTube

20. It is Important to be LIKED!
• THE #1 REASON PEOPLE PRESS THE A
FACEBOOK “LIKE” BUTTON IS TO RECEIVE
PROMOTIONS AND DISCOUNTS. In other
words, when consumers are on Facebook,
what we are saying to brands is “talk to me
because if I like what
you do for me, I’m
going to be your
biggest fan.”

21. Internet Marketing Plan of Action
For Your Community

22. I Don’t Have The TIME
(Richism) -”Time is our enemy, and she is a
merciless enemy who never sleeps.”
• “Unless you Clone me, there is just no way I
can get more work done!”
• “Force Multiplier” - refers to a factor that
dramatically increases (hence "multiplies") the
effectiveness of an item or group.
• Get Ready to meet your “Force Multiplier”

23. Hoot Suite.com The “Batch - Fax”
of Internet & Social Messaging

24. CVB’s Strength Is Its Membership
1. Set up a Community Blog
2. Have members submit compelling articles i.e.
• “Why I love Dickson County”
• “My 3 - favorite places to eat in town are… & why”
• “5 - Things that a visitor to my town MUST DO!”
3. Get visitors involved, invite them to comment.
4. Develop GREAT E-mail & Social Media Database
5. Use HootSuite “Broadcast” your Social Message.

25. Blog
• I suggest Wordpress.org
Hosted on the same
server as your
existing web site.

26. What is a Blog? - Do you Blog?
Todays Blogs look just like websites. The
advantage of a BLOG (Web-Log) over a
static website, is that it allows the
opportunity to speak to & with visitors.

27. What do you do with a Blog?
•Produce - your own content,
Video to PDF white page
documents.
•Commentator - communicator /
the voice of your product.
•Gather - valuable online book
marks and comments about your
product.
•Join - other social networks and
groups, open conversations.
•Observe-other social media
superstars watch what they do.

28. Cross Promote Video & Photos
• Cross promote all
Videos on Blog- by
linking videos from
YouTube Channel to
Blog.
• Each time you produce
a new video or post
photos, send a
message to fans &
followers on Twitter,
Linked-In & Facebook.

29. Facebook -
Facebook- (Best Practice)
Use it for online branding; Facebook’s strength lies in it’s
ability to convey passion & elicit emotion. Leverage your
contact’s friends list. “Share the Love” well-planned
commentary can excite peripheral clientele as never
before.
 Make your Fan’s Friends - Your NEW Fans
Be who you are, be transparent… people fall in love with
people, not companies & great soulless creatures.

30. TripAdvisor = Reputation Management
If a social media platform is not bringing in
business but still carries weight and has value,
(Tactic) - utilize it as a tool.
65% of People Surveyed Stated “A management
response would sway travel decisions”
In the overall scheme, TripAdvisor provides
businesses with a great venue to show off their
public relations & customer service skills.

31. Social Media Goal Setting
2011 Actual Facebook -Likes Insert Present # of Likes
2012 Goal Facebook -Likes Insert Goal #
2011 Actual YouTube Views Insert Present # of Videos viewed
2012 Goal YouTube Views Insert Goal #
2011 Actual Tweets & Followers Insert Present # of T & F
2012 Goal Tweets & Followers Insert Goal #
2011 Actual Blog Followers Insert Present # of Blog Followers
2012 Goal Blog Followers Insert Goal #
2011 Actual E-News Subscribers Insert Present # of Subscribers
2012 Goal E-News Subscribers Insert Goal #

32. Sample Action Plan
Congratulations! You are on your way to
being a Digital Producer.

33. Let’s Get Analytical
Richism- “Analytics are your Web/Social
P&L Statement”
• Be sure that your association is using some
kind of analytics program on both its web
site and its blog. I.e. Google Analytics, Webstats, Urchin.
• Get used to measuring traffic, know what
information generates the greatest traffic.
(Feed the Visitor more of what they like, keep engaging the Visitors.)

34. Web Analytics are your Online
P&L - Statement

35. Thank You for Your Time
rich@therichestweb.com
(865) 242-1700
Download this presentation at
http://therichestweb.com/downloads
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