More telecom clients through simple social media

MORE TELECOM CLIENTS
Through Simple Social Media
Session 1
Presented by:
Angela Leavitt
Brian Leonard

Meet Mojo’s Founders!
• Angela Leavitt, Chief Mojo-Making Officer
• 10+ years sales & marketing
• 3 years as Director of Marketing for Telesphere
• Passion for telecom (we know, it’s kind of silly)
• Specialties: marketing strategy, persuasive
copywriting, branding, social media
• Wannabe rock star (literally)
• Birthday June 16 (gifts appreciated!)
• Brian Leonard, Chief Mojo-Fying Officer
• MBA from ASU
• 10+ years strategy consulting & marketing experience
• Results-oriented web marketing specialist
• Specialties: Strategy, SEO, social media, video
marketing, website conversion tuning, lead generation,
• Fierce competitor in and out of the ring (Look out!)
• Brian and his wife are expecting their first babies – TWINS!

You’ll learn…
• Why 95% of social media is LAME.
• Why you must have SOME KIND of social media presence right now
• 3 tips to make your company look like a social media connection
machine
• The 3 most important social media platforms and how to learn them
in 10 minutes
• 3 social media tools that will cut your time investment by 90%, and
increase your reach by 200%
• How to get a tribe of followers that actually want to interact with you
• Shortcuts to becoming a market leader in your niche or city.

This Program
• Three Webinars
• We promise…just enough theory to keep you on track
• Practical tips & assignments
• Q&A
• Today
• The HUGE opportunity before you
• Overall strategy
• Building a REAL audience
• Next week
• The Platforms, Tools, Best Practices
• Week After
• Implementing Your Plan
• Building Interactions – Where the Rubber Meets the Road

Social: Definition & Application
Social media describes the online tools that people use to share
opinions, experiences, and perspectives with each other.
A few of the most popular are:
These sites encourage and reward engagement.

THE OPPORTUNITIES
“Welcome to the Connected Economy”

Social for Small Business
Small businesses, like telecom agencies, can utilize social
media to level the playing field against bigger, stronger
competitors.
Telecom agencies can use social media to:
• Generate Leads – get more business
• Leverage their time through networks
• Look non mom-and-pop online
• Stay in sync with the changing industry and business environment
• Create relationships with VARs
• Compete with larger businesses
• Differentiate
In order to achieve this, you must stay relevant and engage
and contribute to the community.

Social Networks: Six Degrees
In Person Social Networks
• Chambers
• Network Groups
• Religious Groups
• Charities
• Organizations
• Industry Clubs
• Extracurricular Groups
Online Social Networks
• Facebook
• Twitter
• Blogging
• YouTube
• LinkedIn
• Pinterest
• Google+
• Flickr
• Pandora

Why Social Networks Work
• Fast and inexpensive
• No travel required to connect with tons of people
• You stay in contact and up-to-date with people
• Low cost lead generation leads & referrals
• Enable easy creation of groups and communities
• You are in charge of filtering the noise

7 Step Fool-Proof Strategy
1. Define who YOU are
2. Define your AUDIENCE
3. Discover your audience’s PAIN
4. FIND your audience online
5. Offer SOLUTIONS to their pain
6. ENGAGE with them regularly
7. Be consistent and patient

Who Are You (Online)?
• Business-like?
• Casual?
• Controversial?
• Class Act?
• Professional?
• Edgy?
• Republican/Democrat?
• Optimistic / Pessimistic?
• IBM or GoDaddy?

Who’s Your Audience?
• Your Friends? Your Family?
• Business, not personal
• Demographics
• Age, Income, Race, Sex, Part of the Country, etc.
• Hobbies/Interests
• How plugged in are they now? How plugged in will they be 1 year from now?

Your Customer Avatar
• Who is “The One”?
• If you had to?
• How would you speak to them?
• What would they like/dislike?

Getting Inside Your Customer’s
Head
• What conversation is your ideal prospect having in their
head RIGHT NOW.
• It’s probably not “I wonder what YOU had for breakfast
this morning”.
?

Pain Points
• Other terms:
• Triggers
• Problems
• Questions
• Why so important?
• YOU are the doctor
• If you don’t understand
the pain, you can’t cure
their ailments!

Uncovering Pain Points
• Principle #1: Don’t Assume You Know
• Principle #2: Ask open-ended questions
• What keeps you up at night?
• What do you like least about your job?
• What recurring problems do you have?
• What unanswered questions do you have?
• What’s the most frustrating thing about (working with
carriers, working with your CEO, compiling reports, etc.)?
• If you could offload a piece of your job, what would it be?
• Principle #3: Listen
• Record the interview if possible
• Pay very special attention to their specific language

We Understand the Pain. Now What?
80-90% of what you post should attempt to
SOLVE PAIN!!!
Why? This is how you become…
• Trusted
• A thought leader
• Non-threatening
• A go-to person

Let’s say it again…Address Pain
• This is the BIGGEST mistake made in social media
• It’s not about you AT ALL
• It’s about addressing your audience’s pain points
• No one likes a person who drones on and on about
themselves…social media is no different.
• Rule of thumb: 1 post in 10-12 can be about you. The rest
should center on providing answers, solving problems,
adding value.

FIND Your Audience
• Your audience is already
online
• Almost all are in big
networks
• Many are on niche
focused networks

How to Build a Following
• How does Google “rule the world”?
=

How to Build a Following
• Give them what they want
• Aggregate the best information from others
• Useful information is king
• Follow others
• Follow them back when they follow you
• Provide Value
• Share
• Provide others with “social proof” on their
social media, they will reciprocate (with
exceptions of course)

Who should you connect with?
Audience Segments
• Customers
• Prospects
• Media
• Employees
• Committee members
• Suppliers / Vendors
• Partners
Key Questions
• Their goals?
• Their pain points?
• How do they get their
answers?
• How can you reach them?
• What words and phrases
to they use?
• What sort of images and
multimedia appeal to
them?

Tip #1: Create a Positive First Impression
• Create separate
professional profiles if
needed
• Follow the “would I want
this printed in the
newspaper” rule.
• Add ALL social media links
• Re-purpose and share
other content
• Pics and videos are king
• Be creative, fun and
interesting

Tip #2: Be a Connector
• Connectors introduce you
to others
• Most powerful people in a
social network
• Give without expecting to
receive back
• Don’t just promote
you, promote other and
they will reciprocate, which
is MUCH MORE powerful

Exercise #1: Google Alerts
Create Google Alerts to
Monitor Your Brand
Allows you to keep a pulse on
your online brand with email alerts
from Google.
Create alerts on keywords:
• Company name
• Key executives
• Priority keywords
• Competitors
• Events
• Your products/services

Exercise #2: Follow & Listen
Choose a social
platform you are less
familiar with
• Set up a profile
• Connect with key people
• Research relevant keywords
• Watch, listen, observe

In Summary
• Listen first
• Conversation, not publishing or broadcasting
• ADD VALUE!
• Be a useful conversationalist
• Build relationships – one at a time
• Take a leap of faith and jump in!

Next Week
Friday April 12, 2013, 10am
• The Platforms You Need to Best Connect
• Advanced Tips on Building an Audience
• The Free SoftwareTools You Need to Leverage Your
Time
Your Free Gift
“LinkedIn Lead Liberation”
Using LinkedIn for Leads
www. GimmeMojo.com/Liberation

Session 2
Presented by:
Angela Leavitt
Brian Leonard

Let’s Review
7 Step Fool Proof Social Media Strategy
1. Define who YOU are
2. Define your AUDIENCE
3. Discover your audience’s PAIN
4. FIND your audience online
5. Offer SOLUTIONS to their pain
6. ENGAGE with them regularly
7. Be consistent and patient

The Big Five for B2B
• LinkedIn
• Twitter
• Facebook
• YouTube
• Google+

Twitter: What is it?
• Twitter is a micro-blogging
platform composed entirely
of 140 character answers.
• 60% of Twitter users are
male
• Largest demographic is 35-
to-44-year-olds.

Twitter Buzzwords
• Follow: To friend someone (or follow their updates)
• Direct Message (DM): Pseudo-email someone following
you
• “At” reply: Speak to someone directly in the public
stream
• Re-tweet (RT): Repost content with credit
• Block: Restrict access to updates
• # (hashtags): a kind of tag or description – great for
search

YouTube
• Owned by Google
• More than 1 billion unique
users visit YouTube each
month
• Over 4 billion hours of video
are watched each month on
YouTube
• 72 hours of video are
uploaded to YouTube every
minute
• Millions of subscriptions
happen each day.

Google+: The Rising Star
• Now #2 largest social site
behind Facebook
• 343 million active users
• What’s hot?
• Hangouts
• Drive
• Events
• Business local listings
• Communities
• And lots more coming soon
• THE Rising Star on the social
scene
• Lots of techy peeps!

3 Step Posting Process
1. Find relevant content
2. Aggregate the content
3. Post the content
We’re going to show you how to AUTOMATE this
process, saving you HOURS of time!
Remember, Google is a content aggregator, not a content
creator.

Posting Guidelines
What to Post
• Blogs, case
studies, whitepapers, reports, i
nfographics, etc., that address
your customer’s pain points
(roughly 80%)
• Human interest items that
would appeal to your target
market (roughly 10%)
• Updates about your company
(roughly 10%)
What Not to Post
• Anything to do with
politics, religion, or other taboo
topics
• Anything that openly criticizes
the competition or someone in
the industry
• Anything you wouldn’t want
printed in the newspaper with
your name

Finding Relevant Content
• Follow the leaders
• Which leaders?
• Business
• Niche markets
• Telecom
• IT
• Media
• How to follow?
• Subscribe to their blogs
• Follow on Twitter, Facebook, LinkedIn, Google+, YouTube

Useful Aggregators or Information
• Alltop.com
• Hitwise.com
• Your RSS Feed
• Google.com
• http://www.google.com/trends/

Popular Blogs Examples
• http://techcrunch.com/
• ChannelPartners, CRN, ChannelVision, etc.
• Apple, Cisco, XO, etc.
• Find people you like on social media. Find out where they
are sharing from.

Google Search

NetVibes: Your New Best Friend

Categories for Agents
• Cloud Services
• Telecom
• Sales (CEO vs. IT Director)
• Business Improvement
• CIO / CTO
• Business Technology
• Motivation
• Team Building
• Wealth Building
• Disaster Preparedness
• Outsourcing
• Your City Business News (if local)
• Many More: Who is Your Target Audience

NetVibes: Your New Best Friend
3
2
1
4

Posting: Tools to Make This Easy
BufferApp.com
Download and install now: Plugin for your browser.

How to Post
Download Buffer App and set up accounts.
1. Input Your Social Media Accounts
• Facebook
• Twitter
• Linkedin (Profiles and Groups)

How to Post
Setup Posting Schedule

How to Post
BufferApp.com - Implementation
1. Go to your RSS feed or website/blog
2. Click buffer icon

1. Choose Account you want to post to
2. Change Copy
3. Leave or remove link
4. Change image
5. Leave or remove copy
6. Post now or Buffer it

Exercise #1: Follow the Leaders
Find the leaders you like within:
• Business
• Niche markets you’re targeting
• Telecom
• IT
• Media
Then…
• Subscribe to their blogs
• Follow on Twitter, Facebook, LinkedIn, Google+, YouTube

Exercise #2: RSS Feed
Set up a NetVibes account
• Subscribe to blogs
• Organize into folders
• Begin to browse blogs on a semi-regular
schedule
Right Click here Copy Link
Address
Paste it Here
1 2 3

Exercise #3: BufferApp
Download BufferApp
• Connect your social media
accounts
• Set up your posting schedule
• Start posting!!

In Summary
• Select one or two primary platforms to get started
• Build relationships – one at a time
• Begin following and aggregating content
• Download BufferApp to make posting simple

Next Week
Friday April 19, 2013, 10am
• Building engagement online…where the rubber meets
the road
• Reporting tools to measure your progress
• How we can help you on an ongoing basis…FREE
• Final tips and secrets to make you a social ROCKSTAR!
Your Free Gift
“LinkedIn Lead Liberation”
Using LinkedIn for Leads
www. GimmeMojo.com/Liberation

Session 3
Presented by:
Angela Leavitt
Brian Leonard

This Program
• Three Webinars
• We promise…just enough theory to keep you on track
• Practical tips & assignments
• Q&A
• Session #1
• The HUGE opportunity before you
• Overall strategy
• Building a REAL audience
• Session #2
• The Platforms, Tools, Best Practices
• Session #3 – Today
• Building Interactions – Where the Rubber Meets the Road
• Reporting & Tracking
• Next steps for ongoing help

Let’s Review Last Week’s Info
The Platforms
• Twitter, LinkedIn, Facebook, YouTube, Google+
3 Step Posting Process
1. Find the content
2. Aggregate the content
3. Post the content
Making It Easy
• NetVibes
• BufferApp

BUILDING
ENGAGEMENT
Where the MAGIC Happens in Social Media

Building Interactions
• Comment on other posts or tweets.
• Start conversations with others.
• Always, always, always respond when someone mentions
or starts a conversation with you.
• Ask questions (Careful here).
• Twitter – Retweets, mentions, replies
• Facebook: Pictures Pictures Pictures
• Tag photos of yourself, and photos of others.

Building Interactions (Facebook)
• Tag Photos – Shows up on THEIR page, then they see
it…and their network sees it. And they get to know YOU.

Replying, Retweeting, & Mentioning

• Angela is talking directly to John Siefert. This will show up on Angela’s feed
as well as on John’s feed. All of Angela’s followers will learn something
about John. And all of John’s friends will see that John has admiring friends
(and has value in the community).
– John likes for others to see that he is popular
– John’s Klout (influence) score increases
Mentions – “@” symbol Plus
Handle

Hash Tags
• Hashtags # are used to put your Tweet in a “gathering
room” of all other tweets in that category.
• So others can search that Hashtag to see what’s going on
in that room
• Example: #CPExpo is the hashtag that Channel Partners
assigned to their event. If you search for #CPExpo in
Twitter you’ll see all the conversations about it there.

Example:
• We ReTweeted what Intelisys
said to our community.
• This conversation will end up
in the #CPExpo “Room” for
anyone that wants to follow
conversation about CPExpo.

Facebook Mentioning:
• I am already friends with Angela
• I typed @angelaleavitt in the sentence
• Facebook found her. Made her name clickable.
• This now goes on her wall and she sees the great things I said about here (and
is thankful).
• More importantly, her friends now see how other people think she is awesome.
• Now she owes me some social proof on my wall 

Tweetdeck
Pros
• Easily track mentions, DMs, and hashtags
• Especially useful before & during events
• Also has scheduling function
• Apps available
Cons
• Uses a LOT of bandwidth on your computer
• Eats your battery

Hootsuite
• Excellent source for tracking and reporting
• Has ability to place posts in a queue for approval

Facebook Ads
• Cost Per Click OR Cost Per Impression
• Extremely targeted
• Less expensive than Google
• Build your audience (influence) OR build customers
• Put ads out to your COMPETITION’S followers

I Like Learning
Social Media
Membership
sites would be
useful to a
marketer
I am in to
fitness.
I am into technology. I
love Ray Kurzweil
I Follow C.R.I.S.

Who to Advertise To
•Business Owners
•Technology Geeks
•People Looking for Jobs
•Anyone who could use your promotion

Components of a Facebook Ad
Good
Bad

Linkedin Advertising
• www.Linkedin.com/ads
• Target a Specific Audience
• By job title and function
• By industry and company size
• By seniority and age
• By LinkedIn Groups

LinkedIn Ads
• Not NEARLY as much exposure
• More Under the Radar
• Still in its infancy
• Enormous Potential

In Summary
- Observe  Participate Engage
- Register on Klout.com to track your influence
- Take a look at TweetDeck and HootSuite for reporting
- Remember….Progress, NOT perfection

What’s Next?
• In the works…Mojo’s Social Posse (Group Therapy!)
• More coaching
• Access to pre-built lists
• Limited to 10 participants for now
• Can we help in other ways? YES!
• We’re the ONLY full service marketing firm specialized in telecom
• We have programs designed specifically for agents
• Branding, websites, communications, social/SEO and more!
• Email angela@gimmemojo.com if interested
THANK YOU FOR PARTICIPATING!!

More telecom clients through simple social media

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More telecom clients through simple social media