The Social Media Journey


Stress-Free Selling


Lesson Info

The Social Media Journey

What's your social media journey look like just like we had the content and the customer journey, I believe there's ah appropriate place for this idea of a customer of a social media journey as well. Here are the various functions in social media that I think we need to be thinking about we need to be collecting information, right? We need to be listening and I'm going to go into each of these in in greater detail, but this is kind of the you want to take a picture of this or a screen grab of of this particular one. This is kind of the whole toolbox those of you that have the curriculum guess what? You have links to all of these tools that I've listed in here, but you also have, I think, ah, the need to curate content. So I talked about pulse already with linked in getting your content in their their tools, like scoop it that allow you to bring content from all kinds of sources and build kind of these custom pages. So if you're trying to really promote yourself is an expert, one of the...

ways you promote yourself as an expert is you write some good content, but I think you also uncover an aggregate and filter out good content that other people have written and become seen as somebody who knows where all the good stuff is you do need to create some of your own content and and elements that you share in social media. I think sharing is a category all by itself that that we need to develop a practice of routinely sharing other people's content that that is to me one of the greatest networking tools it's available. I have a daily habit of sharing probably ten to fifteen pieces of other people's content it's not just mindless click click, click share this stuff I go through and I find content that I believe people who follow me will appreciate and that I found on I share that, but but the net result of that quite often is that those people whose content I'm sharing share my content too. You know, they begin to at least pay attention to who I am and what I'm doing and maybe they come visit my block and they start making comments we start building relationships on, they start linking back to my content and that is that's the ultimate way in which I think google has said time and time again that they want us to build links backto our sights is not to buy them or to get them you know, in some odd fashion, but people actually who you've built a relationship with in social media are actually now linking to your content and then the last piece of course his social media is unfortunately, I think it's been it's probably been tainted in some cases in marketing because my a lot of particularly big company marketers have turned it into another broadcast channel and I think a lot of us then look at that and see oh twitter is just a chance for me to promote myself or facebook is just chance for me to, you know, broadcast my new message out but it's really and and and that's why I talked about it a cz being in one of our segments later today jill rally is going to talk about social selling it's really a tool that's best suited in the hands of sales person in a way which we all are in some way shape or form because it's the ultimate kind of personal connection and engagement tool that we have available I mean from any of you instead of focusing on trying to get a thousand fans or ten thousand followers? What if you actually just had really deep built really deep connections with fifty people? And I think that that's actually what's what's probably more available in this social media tool then we've ever had before journalists used to be really hard to get ahold of used to really be hard to network with now you khun build relationships with journalists and your industry very easily by engaging them in a useful way using some of these social media tools so what might you collect? For example, you might collect information you might listen to information from your customers by building twitter lists you might follow journalists and start building relationships with journalists using a tool like talk walker alerts is a tool that allows us a free tool in the links in the syllabus, but it allows you to set up alert so you can set up a lurch for any name of anybody and you will get a daily alert to says, oh, look, this journalist just wrote an article you might wanna go participated or somebody just mentioned your brand or your industry or your competitors you can set up any alerts that you want the site all top is a great place to find influential bloggers that you might want to listen to there's a new tool out called rival like you that I like it's a little pricey if you're not really involved in social media pretty deeply, but it allows you to really track what your competitors aire doing all in one place on social media so you can see what kind of growth you can see what people are tweeting or retweeting of theirs. You can see what facebook posts get the most engagement from them and this goes through to youtube and all the various social networks another great side if you want to if you weren't looking for inspiration on what to write about cora is a great question and answer site so anybody could go there and ask questions and the community jumps in and answers and the nice thing is the community then votes the answer's up so you know if people are basically spamming you know with answers those will get voted down so it's but what I like about it is it's a great they you can sort it by industry and follow you can only go there and say I just want to hear what people are saying about yoga for example on dh then you can see the kinds of questions people are asking about yoga is kind of a gold mine for for for getting content ideas on then we are I think we already talked about but feed lee is the tool that I used to subscribe to blog's and so what that does is it instead of me jumping around to one hundred blog's it allows me to aggregate you know all the blog's that I want to read into one page there's a there's a mobile app for hurt so if I'm just sitting there kind of bored at some point are waiting in line somewhere I can actually kind of scan through all the blog's that I subscribe to so there is kind of my collection tool box so I use who'd sweet because what I do with you sweet is I fall so I build these twitter list and I I want to know when people have mentioned my name. I want to know when they mentioned the names of my books, for example, s so that I can engage those people and these two and whose sweet allows me to do that. So avery talked about these other tools, so let me just jump that's ah, quick screenshot of inside of my hooch sweet account. And this is always dangerous showing public stuff. But, you know, here it is anyway, then scan it, see what's there. But so this is anytime somebody mentions duct tape, you know this. So this is one computer screen that could go very wide. I can have as many of these columns as I want. This is mentions of john jan's mentions of duct tape marketing. I think duct tape selling is is the next thing that I have in there. So I could just pull this up and I can scan it. So I want to retweet this or I want to respond to this person. I want to send this person a direct message. So all the things that I could do on twitter I can now do here. I can actually, you don't see it because it's cut off, I can come here and just I can type a message. Here put a lincoln and do whatever I want, and it'll send it out to wherever I say twitter linked in her facebook I tell it where I wanted to go or not want to go, so this kind of becomes my management platform. I can also come here and say, you know what? I think I wantto know, I want to send out these four tweets about, you know, creative, live my next creative live program, but I don't want him to go all out right now, right? Because that would just bug people and won't have any value, because I know people come and they read some in the morning, some of the afternoon, some of the middle of night so I could come here and I could say, I want to send this message out, but I wanted to go out on may fifth at ten p m then I want it posted again. I wanted to go out may sixth at eight a m, right, so I could do a lot of the scheduling that I might want to do, and quite frankly, when I do tweak my content, my amplify my block post, I will do the same block post I will tweet the same block post two and three times over, maybe a two or three day period. Because way I think we sometimes have this mentality that well I send it out there and everybody read it right? But the reality is that you're catching people as they whatever routine there and I happen to have international followers so there's a really good chance that one o'clock or two o'clock in the morning is the best time for me to be tweeting write something and so I will in many cases put something up there so that it gets get and I've tested this there are other people who tested this you don't annoy people you actually just get more exposure so this is inside feed lee s o this is these air blog's that I subscribe to I don't really subscribe to this cross fit one don't worry this is actually this was research I was doing because I'm sure you have an opinion about crossfit I'm just sure you did but but this is and what it shows up right so those are the most recent things and if I'd read him already it wouldn't show up there there's a lot of different ways you khun set this up so that you can view it the way that you want but I'm just trying to show you how you kind of have this visual way to bring this stuff together this is another tool that um that I didn't mention so I'm going to mention it now because its name is mentioned um that was that was sort of funny wasn't. So this tool is, like, talk walker in that I can set it up, and I can say any time these terms are mentioned, you know, I wanna have and so look, I did it nice, creative, live one because I was getting mentions for duct tape, I think, yeah, there was duct tape in creative in creative line, but it's, just another way, another tool that you can use to monitor the difference with this one. And the real reason I showed it is that there's, a desktop app and some people just like that. So it comes down, you have software on your on your computer, you fired up, and it just goes out to internet and sucks all this stuff in, so you're not actually going online terms of curation already talked about this idea of bringing content together those air a couple tools that really allow you to do that here's a quick screenshot of my scoop it for one topic. So this is ahh topic on selling. I just happen to name this dtm selling on dh unfortunately, the first two pieces that are content from me, but I also bring other people's content to this page and allows me to create kind of an entire custom page now this has its own unique girl so I can embed this page on my side or I could just send it out to people so like so think about your your instances you could create you could create down to the customer level so if you have a customer that's in a certain industry or is a certain demographic or is it has certain interests you could actually go to scoop it and create a page just for them that would bring in all of this content that you believe based on their interests or their demographic or their industry would be really useful information now you have the ability scoop it will actually seo yoga will hear our trend ten great articles on yoga you could say yeah add those to it or you could just go out and find your own and bring anything you want in here and so I typically create these pages and I'll put some my own content in there but obviously I'll put other people's content and I'll comment on other people's content so just it's kind of a way to create custom content and if you will so we talked about some of these tools yesterday but um couple at a couple new ones but word swag and canvas really just image editing program so these air too pieces that are probably two of the most shared pieces of content that I've ever created and I created him in about two minutes in inside of word swag this one, I think I just sort of nailed the message for a lot of people that people were writing me saying that should be a t shirt. Um, this one, I have to share it. I'm told, die hard baseball fan in and, uh, can see royals like a lot of baseball. Professional baseball teams have what they call fantasy camp and so old guys like me and gals we had we actually had one woman get to come and and for a week, play with the old players and actually play real baseball, and you get the real baseball uniform and everything. Everything yeah, george brett was actually my coach. Yeah, yeah, yeah, yeah, I should show you that picture instead, right? Um, another tool dye loves called list leigh people love list. Some of the most tweeted shared content is five ways to do extra the twenty three tools to do block well, this tool makes it really easy to create it's called leslie, and you just create you goto and say, here's what I want my list to be about, and you put whatever you want in the list, but it does all the heavy lifting. So this was I created again because I'm just a shameless self promoter, a list of books on sales and selling you know around my my book launch I did not put my book on this list ok just because I said best books you know that that's for you guys to decide not me but but it pulls in this pulls in the linked amazon pulls in the description and creates this nice pretty looking little list and then gives me like a piece of code about this big that I'm bed in my block post and while I have a list that not only do I have it but people can interact with that they can add to it they can vote stuff up and down so I get a lot of real traction from that but it's also just another way to kind of easily create a pretty cool content okay sharing you know who suite already I told you you know my you know my favorite thing to do is share lots of content I think it's I think it has to be one of our primary practices so you have to create all these tools so it's easy for you to get that content for you to see it for you to interact with it right so you know the feed lees of the world actually one of the nice things about feed lee is you pull up a piece of content on your phone and in my case because I have the feed lap and I could say I want to share this sheriff right there, right to twitter right to facebook or one of my favorite secret weapons is buffer so that's another tool a free app that you can connect pretty much any social media tool that you want to sew you connected to your neck? Social networks, you connected, say to feed lee, what buffer does it basically does the same thing? I mean it you could do this inside of hoot suite, but I like the simplicity of buffer in that you so let's say I see some log content that I like, I'm reading all my mom and I want to share all my ten piece of content, but I don't really want to go all out at the same time, so I actually add them to buffer and buffer, of course has been set up to then put to as the name implies, buffer the content out so it goes out at ten o'clock at noon at to head for whatever my schedule that I set up, but what that allows me to do is share ten pieces of content at eight a m in the morning when it's convenient for me but know that I'll have something going into my stream all throughout the day now one bit of disclosure, my youngest daughter works for buffer, but I used buffer before and promoted buffer before they ah before she ever went to work there. But you should check down out that's, obviously a great tool as well. Um, the last piece is this in terms of the journey is this idea of engagement? You have to make it really easy. Think about some tools that make it really easy for people for you to keep tabs on what's going on in social media with the people that you want to follow. So if you use a cr m system, that's really stands for customer relationship management. But it's it's really just a way for you to keep tabs of your customers if you have a big pipeline of of customers. Jill who's going to be here this afternoon actually worked for salesforce dot com. So they you know, they obviously one of the biggest cr m systems out there, but the idea and they hear our couple really, I think great small business one's batch book and hatch buck are two really powerful, inexpensive small business ones. But what both of those tools do is if you set up a record so let's say you want to go and check up on your customers. However many you have, you have the ability to pull up their record and it will pull in their social media. So you information so you'll automatically see what they said in facebook yesterday or what they did on twitter or linked in or whatever social networks you connect again this is all public information you're just attaching that information to their records so it makes it really easy they're a couple other tools that you might consider let's say you don't use any kind of cr m reported is actually an add on it's a it's a browser plug in officially so what that means is if you're using fire fox or you're using chrome, you get the the report of browser plug in and then let's say you're using gmail, which I actually do you know, for our company email so you get an email from somebody and down the right side bar reported will say, oh, that emails associated with these social networks here's what these guys were doing, you know, so that could be somebody you know, something you don't know it all on dh it's really great if it's obviously great with people, you know, people that customers you're getting email from him, you know, that's obviously that's a really great way to keep up I mean, you could say, oh, now when I talked to him like, I know they just had their, you know, susie's fourth birthday party, you know, I can make sure that I that I mentioned that right so it's a really great data but let's say you get contacts from a prospect somebody out of the blue you don't know anything about him, it will show you who they are somewhat custom a company if they're associated with the company. So it's really just some some nice information we get enquiries all the time from people that want us to promote things were right about things, and it just kind of gives us almost a snapshot of, you know, who is this person contacting us? So, it's it's really great to have that kind of information at your fingertips contractually integrates with the number of the c arm systems and does kind of an interesting thing in that it will you khun tell it, hey, here are my most important contacts, you know, hit me over the head if I haven't contact if I haven't been in contact with them in two weeks or three weeks or something like that. So it kind of gives you this report and says, hey, here are ten people that you, you know, you're neglecting that you said you didn't want to neglect or at least you have at any contact with them, so they're a lot of I think the key and all of this is to make sure that you're creating tools and routines that that don't complicate your life they actually simplify what you're doing so you know, things like the sharing things like the keeping up on an industry things like knowing what your what your competitors are doing, you know, instead of making that just ten more things to do create routines that really allow you to say okay, arbitrarily at eight o'clock in the morning from eight to eight thirty, you know, I'm going to go through my social media routine that doesn't mean there won't be other reasons or opportunities or needs for you to do it, but but set up kind of this routine that allows you to kind of click that off the list is what I usually advise people to do. So the last piece on this is gonna be a big part, I suspect of what jill talks about is to really think in terms of with your customers this idea that you have the ability to socially surround now and this could be true of prospects as well as you start identifying and again when I use that term sometimes, you know, people it's like that sounds a little stalker ish doesn't and I don't mean in that sense at all as much as two, you know, make sure that you were following them, you know, or fanning them or friending them in all of the social networks make sure that you're using some of these tools and these networks to actually go deeper in there lives aired deeper into their business is again I think it bears repeating one of the things about a network is it tells you who they're connected to write that's the that's the basis of a network on dso having that information to figure out our tow learn you know who influences them, who else they know who they might willingly refer you to I can't tell you how many times people you can go to him all day long and say, hey, you know anybody who needs what I do would you refers to anybody and you somebody asked you that what is your mind immediately goes blank right? Because it's like anybody I don't know that's like this big concept I can't you know I can't think of anybody but then when you go and you look at their profile and you say, oh that's that's somebody I need to meet or that this person that they're connected to you know just got engaged you know? And so now I'm not going to go ask him know anybody who needs what I'm going to do, I'm going to say, will you introduce me? Teo susan, you know who you're connected within your you know, in your network I'm just like, oh yeah, okay, sure you know, I'd love to, right? I think you do great work. I'd love to introduce you that person, because now you've given him really that concrete way in order to help you. And so ah lot of this, this networking is not just saying, you know, who can I get to follow me? Is really just is this kind of deep mining skills that you can develop to really figure out you know, who is influential, who influences that person? I give one one tip that that I've used all the time is if there's somebody in twitter, for example, that that I find on twitter that I would like to maybe figure out a strategy for reaching out to them and developing a relationship. I will look at the tweets that they have favored it, which is just another option on twitter. You can re tweet things you can respond to things you can actually just hit this little star that favorites a post or a piece of content, and I can't tell you how many times that has led me to the five people that I need to to know or I need to reach out to in order to actually get access to that person that I really want to meet on drily in a lot of cases when you are trying to trying to do that level of networking being introduced is absolutely the way that you're going to you know, I know in my case if I get an email out of the blue from somebody says, hey, I'd love to pick your brain and get him every day but but if I were to get an email and just raise your hand so I'm going to pick on her, invite her to get an email from and that's that said, hey, this is somebody I think you ought to meet we're talking about x y z and here's why I think it be a good reason for me I'm going to take that meeting there's a really good chance eso you know, that's that's just the reality of our kind of time cramped brains and what weaken what we can process and so what we're going to question, why do you think people favorite tweets what's the motivation? I mean, I know that retweeting give somebody content and to be out there and they want to share it with their network there's there's actually two reasons that people do it the first reason why was created initially was to say I like this I'm going you know, I mean there's a lot of people retweet and favorite okay, so they want to share it but they also want to have an affair as a favorite because it makes it easier to come back and find you can then say show me my favorites, right? So it's kind of a sorting tool if you will it also does show up in your stream so if I favorite something it shows up almost the same ways if it doesn't show up the same way doesn't show up publicly, but it shows up to everybody that follows me that I favorited that so but but the real reason I think the initial reason people of course like in every social network they figured out how to use it as a spam tool to in some cases but what I find that is the original use that people would favorite something is because they really like that or they really like that person, but it is another sorting tool to because you can go to your page and find everything you favorite right one for good batter up that's right? I bet you we have some stuff coming in from there because we've totally ignored them no it's ok, that was actually a great time when you mentioned favorited tweets we had a question about hashtags on twitter now this comes from future photos and they say, how do you know when hashtag is gonna be good to use or when people are just going to ignore it? Well, I mean hashtags were really interesting because anybody can create any hashtag I mean there's no like law or rules or anything? So so they are kind of the wild, wild west, and in some instances now facebook is added on google plus now has hashtag so they have become a behavior that I think most people on social media at least recognize and large degree use. There is no way to know hashtag is going to be good I mean, a hashtag is good because content around it is good because people want to share it because it it taps into maybe a larger theme that other people are talking about. One of the things, if I were going to say, consider a hashtag say for creative lives for this event, right duct tape, love I mean, the very, very first thing I would do is I would type that hashtag it and search it because there may actually be a cult called creative, you know, duct tape live, you know that has got some very disturbing information that they're sharing on on twitter, for example, right? So that's that's rule number one you know, check out your hashtag because anybody can create any hashtag they want you can so then you know, using a hashtag you know and whether or not it's going to be good is really, really it just becomes an appendage of good content right now. You typically will see and twitter was the first one to do this. You'll see hashtags that are trending and that are popular in places, and one of the things that has becoming a little bit of a spam e practice well, they call it hashtag squatting so some hashtag that's really popular you start throwing your content into that and putting that hashtag on there even though you're contents not related to that usually really bad practice it first off, you're not going to get any value on dh there are there are definitely some people that that have been burned, you know, terribly by that because they'll jump on, they're actually tools that allow you to jump on trending hashtags and just automatically put your content into there. And so then when that school shooting happens on becomes the number one hashtag and you know, america, you're content selling your products and services is right in there in that stream on there have been some instances of that kind of hashtag spotting that have, you know, really, really burned cos eso hashtags, I'm not sure if I answered the question if I went to broad with that, but but the real thing about hashtag says there are no rules necessarily because anybody can create any hashtag um I'll go right back just for a little bit on this idea of what makes a good hashtag I think the shorter the better in a lot of cases, you only have one hundred forty characters if you and your hashtag use up forty of those, you've limited people's ability in some cases to use it in some cases, I think a good hashtag is one that's intuitive that at least makes a little bit of sense or is at least related to the product or service or idea that you're trying to promote, because if somebody's going to be re typing that are trying to figure out what it is, you don't want it to be so odd that they doesn't make any sense and so they're making lots of mistakes. Now I know we covered a lot here, with social media coming up, we're going to talk a little bit more about the sales process. Is that right? That is right. So we're finally going to talk about selling in a stress free selling on that awesome now everything we've really led up to it has obviously been about that, but a lot of it's been in preparation for, you know, you getting out there and getting in front of a prospect and so everything. We're in the next segment is really kind of this. You have to build this sales process. You have to build what you know what it is you're going to do now that you've got people interested. Once they come to you interested and educated, what do we do now?

Class Description

In a constantly evolving economy, strong, dynamic marketing and sales skills are equally essential. John Jantsch, author of Duct Tape Marketing and the upcoming Duct Tape Selling, is ready to equip you with the tools you need to think like a marketer and sell like a superstar.

During this workshop, you’ll learn how to shift your thinking about the relationship between sales and marketing. John will cover ways to leverage customers’ dependence on word-of-mouth, personal recommendations, and internet research when making purchasing decisions. You’ll also learn how to build a competitive edge by positioning yourself and your company as an expert provider of a niche service. John will introduce you to the Sales Hourglass, a tried-and-true sales process that allows you to educate customers more clearly and effectively about your company’s unique offering.

This course will energize and equip salespeople, marketing professionals, and small business owners to sell more and sell better.