This document outlines tips for growing thought leadership and using social media effectively. It discusses positioning yourself as an expert in your field by developing compelling content, gaining credibility through results and endorsements, and associating with successful people and companies. Specific tips include regularly creating new content, public speaking, advertising, writing books, gaining publicity, and leveraging social networks to establish yourself as a thought leader in your industry.

2. BrianCarterYeah.com
SocialMediaKeynoteSpeaker.com

3. OUTLINE OF THIS AMAZING TALK
• FACEBOOK TRAFFIC
• ROI + TRAFFIC + BRANDING
• PERPETUAL PROMOTION MACHINE
• POSITIONING
• FACEBOOK AD TIPS
• FACEBOOK POSTING TIPS
• GROWING YOUR THOUGHT
LEADERSHIP
• BENEFITS
• 5 ELEMENTS OF THOUGHT
LEADERSHIP
• HOW TO GET MORE CREDIBILITY,
PUBLICITY & CLIENTS
• 32 TIPS FOR GROWING YOUR
THOUGHT LEADERSHIP

4. FACEBOOK TRAFFIC
ROI VS. TRAFFIC VS. BRANDING

5. THE DOWNSIDE OF ROI
• LOW HANGING FRUIT IS AWESOME BUT

6. THE DOWNSIDE OF ROI
• THERE’S ONLY SO MUCH OF IT.

7. Raise Awareness
Generate Demand
Fulfill Demand
Social
SEARCH
IMPACTING THE SALES FUNNEL

8. TRAFFIC WITHOUT REPETITION
• EVEN WITH GREAT CONVERSION RATES
LIKE 2% ECOMMERCE OR 20% LEAD GEN
• THAT MEANS
80% – 98% LEAVE YOUR SITE WITHOUT DOING
ANYTHING
• TRAFFIC WITHOUT A REPEAT VISIBILITY STRATEGY IS
EXPENSIVE + INEFFICIENT

9. Attention Interest Desire Action
A.I.D.A.

10. IN THE ATTENTION ECONOMY
YOUR REAL COMPETITION IS EVERYBODY

11. THE POWER OF MINDSHARE
• WHO IS YOUR FIRST CHOICE FOR:
• BUYING A BEVERAGES?
• LISTENING TO MUSIC?
• SEARCHING THE INTERNET?
• WATCHING VIDEOS?
• BUYING A BOOK?
• BUYING A COMPUTER?
• BUYING A CAR?
• COCA COLA’S BRAND ALONE IS VALUED AT $77.8 BILLION
• WHAT DOES IT MEAN TO A MOVIE TO GET TOM CRUISE OR BRUCE
WILLIS?
• HOW MUCH WOULD IT PROFIT YOU TO BE TOP OF MIND AMONG
YOUR PROSPECTS?
• HOW DO YOU GET MAJOR MINDSHARE AND BECOME TOP OF MIND?

14. THE PERPETUAL PROMOTION MACHINE
1. REACH PEOPLE EVERYWHERE
2. APPEAR BIGGER AND MORE
IMPORTANT
3. GET PEOPLE TO COME BACK TO
YOUR WEBSITE OVER AND OVER
AGAIN
4. REMAIN NUMBER ONE IN YOUR
POTENTIAL CUSTOMERS’ MINDS
5. GET THE MOST SALES OUT OF
EVERY ADVERTISING DOLLAR
YOU SPEND
Get a full ebook about this here  http://bit.ly/ppmcarter

15. POSITIONING
IN YOUR BRANDING, YOUR…
• CLIENTS
• MEDIA MENTIONS
• ACHIEVEMENTS
• PARTNERS
DO YOU LOOK LIKE…
• COCA COLA?
• TONY ROBBINS?
• A FINE LOCAL RESTAURANT?
• WAFFLE HOUSE?
• SOMEONE’S NEPHEW?

16. POSITIONING
YOU ARE ONLY AS STRONG AS YOUR…
• MOST FAMOUS CLIENT
• MOST PROMINENT MEDIA MENTION
• BEST KNOWN PARTNER
• MOST SUCCESSFUL PUBLICATION
• BIGGEST ACHIEVEMENT
ACHIEVE MORE
AND MAKE IT
MORE VISIBLE

17. 12 FACEBOOK AD APPROACHES
Fan growth ads
Event attendance growth ads
Page post ads
Friend of fan/attendee/interacter sponsored story ads
Mobile only ads
Newsfeed only ads
Advertise to email list
Advertise to email lookalikes
Interest + Broad Category
Broad Category + Partner Categories
Interest + Partner Categories
FBX Retargeting

18. ADVERTISE TO YOUR
EMAIL LISTS
• OPENSKY: 30% BETTER CONVERSION
RATE
• SOCIALCODE: 15% LOWER COST PER FAN;
87% MORE OF AD VIEWERS CLICKED LIKE
THAN NORMAL FB ADS
• NANIGANS: 5X THE ROI OF
INTEREST TARGETING

19. LOOKALIKE AUDIENCES
• FACEBOOK ANALYZES YOUR EMAIL
LIST
• ADVERTISE TO SIMILAR PEOPLE

20. YOU NEED MORE THAN ONE IDEA

22. TEST LOTS OF AD IDEAS

23. MULTIVARIATE CPL OPTIMIZATION

24. TOO MANY THINGS TO TEST?
1. TEST ALL YOUR TARGETING OPTIONS
WITH ONE BORING AD
THEN…
2. TEST YOUR BEST TARGETS WITH
AWESOME ADS

25. 5 KEY FACEBOOK AD TIPS
• CREATE 5 NEW ADS PER WEEK = IMPROVE PERFORMANCE
• TEST HEADLINES, IMAGES, COPY, TARGETS = IMPROVE PERFORMANCE
• BUILD FANS AND SEND TO SITE = INSURANCE, MULTICHANNEL VIEWS
• USE FBX RETARGETING + G REMARKETING = REPEAT VISIBILITY STRATEGY
• MORE CAMPAIGNS = MORE ADS GET TESTED

26. FACEBOOK POSTING TIPS
• PHOTOS ARE USUALLY THE MOST VISIBLE
• LINK POST VS. PHOTO POST WITH LINK
• HAVE A GOAL BESIDES INTERACTION
• INFINIGRAPH: OPTIMAL POSTING TIMES/DAYS, MOST INTERACTIVE CONTENT
TYPE FOR EACH DAY – DIFFERENT FOR EVERY PAGE & AUDIENCE!
• OPTIMIZE FOR SHARES: CONTAGIOUS CONTENT
• AVOID PHOTO VIEWS – NPVI, CPNPVI
• TEST MULTIPLE TARGETS PER POST

27. 7 STEPS TO FACEBOOKIZE ANY BRAND
1. What do you sell?
2. Who buys it?
3. What's unique about them?
4. What’s their lifestyle?
5. What else do these people like?
6. What dreams are you empowering?
7. Put all that into images and copy.

28. IDEAL CONTENT TYPE FOR EACH DAY IN EACH
NICHE

29. CREATE POSTS THAT GO VIRALBASED ON A RESEARCH REVIEW OF 2,953 POSTS, A TOTAL OF 31,423 DATA POINTS
DO:
• GIVE
• ADVISE
• WARN
• AMUSE
• INSPIRE
• AMAZE
DON’T:
• TALK ABOUT YOURSELF
• BE EDGY OR OFFENSIVE
• BE OBSCURE OR NICHE
• ASK FOR LIKES
Download this free ebook!

30. CONTAGIOUS CONTENT
Give Offers
Discounts &
Deals
Contests
Advise Tips How to Obstacles
Warn Dangers News
Coming
Soon
Amuse
Funny
pictures and
quotes
Non-
offensive
General
audience
Inspire Inspirational
quotes
Motivate Coach
Amaze Pictures Facts Stories

31. VIRAL BRAGGING
WHEN YOU WIN, YOUR
CUSTOMERS WIN.
YOU BRAG SO THAT
THEY CAN BRAG.
WHEN YOUR CUSTOMERS
BRAG, YOU WIN.
(IN HIGHLY COMPETITIVE NICHES, BRAND
LOYALTY IS THE SAME AS EGO AND VANITY)

32. ON A PAGE WITH
LESS THAN 10,000
FANS, THIS POST
REACHED 41,334
PEOPLE (WITHOUT
ADVERTISING).

33. B2B
MARKETING
=
BOREDOM
?

34. DON’T GET
ATTACHED JUST
TO SHARES &
INTERACTION.
WHICH POSTS
ARE GETTING
LEADS?

36. http://bit.ly/ContentROI

40. “Being alive is the best time
I’ve ever had!” – Brian Carter

41. GROWING YOUR
THOUGHT LEADERSHIP
LESSONS FROM MY BUSINESS JOURNEY

42. GROWING YOUR
THOUGHT LEADERSHIP
LESSONS FROM MY BUSINESS JOURNEY

43. BENEFITS OF THOUGHT LEADERSHIP
FOR CONSULTANTS & SPEAKERS
• YOUR PICK OF CLIENTS
• FAST GROWING BUSINESS
• GET PAID TO SPEAK WITH
KEYNOTES & WEBINARS
• REVENUE TO FUEL OTHER PROJECTS
OR NEXT EVOLUTION
• INTERNATIONAL TRAVEL
• BOOK WRITING OPPORTUNITIES
• STATUS AND RECOGNITION
• CAREER MOMENTUM THAT PUSHES
YOU FORWARD
• COMPETITIVE DIFFERENTIATION
THAT HELPS YOU GET CHOSEN OVER
OTHERS

44. THOUGHT LEADERSHIP FOR
INFOPRODUCT SALES
• CREATE TRUST AND DEMONSTRATE EXPERTISE
• WHAT’S THE BIGGEST FEAR OF PEOPLE BUYING INFOPRODUCTS?
• CREDIBILITY THAT INCREASES CONVERSION RATES
• WOULD YOU RATHER BE TONY ROBBINS OR MIKE KOENIGS?
• WHICH ONE SEEMS LIKE MORE OF AN AUTHORITY?
• HIGHER CREDIBILITY PARTNERS, NOT JUST IN THE DM WORLD
• MUTUAL PROMOTION CIRCLES LOOK SUSPICIOUS

45. THOUGHT LEADERSHIP FOR SALESPEOPLE
• TODAY’S SALESPEOPLE ARE TRUSTED EXPERTS
• HELP CLIENTS CHOOSE THE BEST SOLUTION
• REFER THEM AWAY IF YOUR SOLUTION ISN’T BEST
• CONTENT MARKETING EDUCATES & PERSUADES
• IF YOU CAN TEACH IT, YOU KNOW IT
• WHEN PEOPLE FEAR & DOUBT THEY LOOK FOR CONFIDENT ANSWERS
• PEOPLE CAN SMELL MASTERY OF A TOPIC AREA IN YOUR ADVICE
• OBJECTIVITY- BE THE SPOCK OF SALES, NOT THE KIRK OF SALES
• REASSURES PROSPECTS YOU AREN’T JUST A HUCKSTER WITH A SHPIEL

46. MY BUSINESS JOURNEY
1999 ACUPUNCTURIST + STARTED AT TOASTMASTERS
2004 PULSEMED.ORG + ADSENSE
2005 ADWORDSMAN.COM: FREELANCE SEO/ADS
2006 ADVENTURE16.COM: ECOMMERCE MANAGER + STARTED LOCAL STAND UP COMEDY
2007 FUEL INTERATIVE: DIRECTOR OF DIGITAL MARKETING
FREE CONFERENCE SPEAKER/PANELIST + FUNNY SPEAKER
BLOGGER, GUEST BLOGGER ON SEARCH NEWS SITES/BLOGS
2010 FREELANCE CONSULTANT + STARTED IMPROV TRAINING + FANREACH
2011 PUBLISHED AUTHOR (2 FACEBOOK BOOKS), FIRST-TIME AS PAID SPEAKING GIG
2012 THIRD BOOK (LINKEDIN), INTERNATIONAL SPEAKING
2013 WORKING WITH NAME BRANDS, CITRIX, MICROSOFT, SALESFORCE
10-15 PAID SPEAKING GIGS PER YEAR

47. 5 ELEMENTS OF
THOUGHT
LEADERSHIP
Persuasive
Speaking
Harnessed
Gifts
Focused
Mastery
Original
Thoughts
Effective
Writing
Love
ProfitWin
HEDGEHOG
CONCEPT

48. STEPS TO CREDIBILITY
HERE’S THE ORDER I’D DO IT IN:
1. YOUR IDEAS GET RESULTS
2. WHAT YOU SAY IS BACKED BY RESEARCH & DATA
3. YOU ARE ENDORSED BY CREDIBLE PEOPLE & MEDIA
4. YOU ARE ASSOCIATED WITH A REALLY BIG SUCCESS
5. YOU HAVE OR DEVELOP CHARISMA & INFLUENCE SKILLS
6. YOU WORK WITH BIG COMPANIES & FAMOUS PEOPLE

49. LIST OF CLIENTS &
RESULTS
WHEREVER POSSIBLE, QUANTIFY
THE POSITIVE EFFECT YOU’VE HAD

50. STEPS TO PUBLICITY

51. STEPS TO PUBLICITY

52. SELF PUBLISHING EXAMPLE
“SOCIAL STATE”
COSTS
• COST OF PRODUCTION: $150 + % THAT EACH OF
THE DIGITAL BOOK STORES GET ON EACH SALE
• PAID MEDIA (SOCIAL ADS): $150
• WRITING AND EDITING TIME: 4 MONTHS (THE
BOOK HAS 60K WORDS; I HATE TO CALL IT AN
"EBOOK" BECAUSE IT'S A REAL BOOK WITH A
LOT OF STATS, CONTENT, STORIES, IMAGES,
LINKS)
• “ALL DIY WITH SOME HELP FROMFAMILY AND
FRIENDS (LUCKILY I HAVE SOME VERY TALENTED
FAMILY AND FRIENDS)”
• BOOK TRAILER: HTTP://VIMEO.COM/57605113
RESULTS:
• APPROX 20,000 VIEWS OF TWO
PROMOTIONAL VIDEOS ON VIMEO AND
YOUTUBE
• THOUSANDS OF COPIES SOLD
• REACHED #3 IN THE AMAZON KINDLE CHART
• LED TO SPEAKING OPPORTUNITIES AND
INTEREST FROM MULTIPLE PUBLISHERS
• IMPROVED CONSULTING RELATIONSHIP
WITH BIG BRANDS
• BOOSTED WEBINAR ATTENDANCE
• LEARN MORE WWW.SOCIALSTATEBOOK.COM
ALSO AVAILABLE ON IBOOKS, VOOK AND
NOOK / KOBO

53. DISPLAY YOUR CREDIBILITY MARKERS

54. STEPS TO CLIENTS

55. FAME BY ASSOCIATION

56. 27 TIPS FOR GROWING YOUR
THOUGHT LEADERSHIP
1. DO MORE OF WHAT WORKS, LESS OF WHAT DOESN'T
2. FIGURE OUT A NEW SHORTCUT
3. LOOK FOR RESULTS, EXPECT RESULTS, DEMAND RESULTS
4. NEVER BE SATISFIED
5. ACHIEVE SOMETHING EVERYDAY
6. BRAG STRATEGICALLY
7. QUESTION WHAT EVERYONE ELSE IS SAYING
8. QUESTION WHAT YOU ARE SAYING
9. THINK DEEPER OR DIFFERENTLY
10. CREATE SOMETHING NEW
11. RAISE YOUR FEES
12. DO SOMETHING YOU'RE AFRAID OF
13. LEARN TO BE INFLUENTIAL
14. GET ONSTAGE MORE, DOING ANYTHING (EXCEPT STRIPPING)
15. BE EVERYWHERE
16. ADVERTISE LIKE A MOFO
17. RELAX EFFICIENTLY
18. IF YOU CAN'T SLEEP, WORK
19. WRITE EVERY DAY
20. READ EVERY DAY
21. FIGURE OUT BETTER WAYS TO EXPLAIN IT
22. GO WHERE PEOPLE ARE, ON AND OFFLINE
23. MEET MORE PEOPLE
24. HANG OUT WITH PEOPLE BETTER THAN
YOU
25. COMPETE WITH SOMEONE GREAT
26. INTERVIEW PEOPLE WHO ARE GOOD AT
WHAT YOU WANT TO DO
27. MODEL YOURSELF AFTER EXPERTS,GURUS
AND VIRTUOSOS

57. BrianCarterYeah.com
SocialMediaKeynoteSpeaker.com