The Key: Social Team Formation, Training, Coaching and Willingness to PLAY!

The Challenge: Help us fill our event in three weeks!

So many of you saw the previous Blog post on the Informs IMPAC 2017 show here in Chicago. Well, the INFORMS people came to us about three weeks before the show and said they needed a short, low-cost campaign to fill their event with paying event attendees at the Notre Dame Chicago Campus. We viewed this as the ultimate Social Influencer challenge: with a small budget and very little time, could we use our core network to make this event pop and possibly put some butts in seats? We took a close look at our network and talked briefly among our team; then we decided to take on the challenge and thought we would give it a shot with our Social Influencer Event System. Spoiler alert: it was a dramatic success! I have outlined the highlights of our steps below.

Strategy: Look at the impact and influence of the network 

We faced the challenge of two networks coming together. FinTech Analytics and Sports Analytics are two different groups, with two entirely different networks. Keep in mind we look at every event like a sporting event, so we assemble networks and sub-networks like “Social Teams”, where there are levels of talent and groupings based on each levels’ commitment to the organization and desire for it to succeed, i.e., corporate championship. So, our typical method is to run what we call our “Inside Out” analysis. It might be easiest to follow along with the diagram below:

Prep work: We make sure first and foremost that we connect all of our teams and brands to the teams associated with the event. We also score all Team Players on the diagram above, both professionals and brands, so we know who the strongest players are – and consequently the ones most likely to participate. As much as you’d like for everyone to participate, we find we mostly get a 50% participation rate; however, some groups surprise us with a higher level of play.

Get the Teams Ready for Play

1.     Core Team (Level One) – these were the Board Members. We were able to get agreement ahead of time for willingness to play. This is critical; without this buy-in, it does not work. So, a big shout out to the Board Members listed below who allowed us to start this machine rolling. A special shout out to Andrea Leiter who was our initial content and spark to get the troops assembled and have them agree to play with us.

They agreed to allow us to train them on how to play on social media and how to interact with our content. Our Social Jack™ Influencer Team Training purposely keeps it simple and easy for busy people to play the game with us and it’s proven to be highly effective. Board Members also agreed to connect us to the next level of the network, the Speaker Team.

2.     Speaker Team (Level Two) – The Speakers were all connected to the Board Members (Team One), so we worked to have them reach out and ask the Speakers to play with our content. We then also provide weekly online coaching sessions for all clients and subscribers so they have a place to go. Don’t forget to also include the Speakers’ brands as part of the game! On our Social Jack™ Platform, we also record all training and coaching sessions for review. We then reach out to all Speakers and invite them to participate. When we have more time, we offer our training and coaching program for Speakers; unfortunately, for this run we could not organize our training for all Speakers.

See Speakers List

3.     Sponsor Team (Level Three) – Sponsors typically are invested; however, many do not know how to play socially. We had the Board Members with the best relationships personally contact the Sponsors and ask them to participate; some even sent email blasts in addition to social posting and engagement. Most are typically invested as they too want the eyeballs on their brand — or they would not be Sponsors. We watched and helped the Sponsors boost their message as part of the process. Reciprocity is part of the success recipe here!

4.     Connected Influencer Team (Level Four) – This is our “secret sauce”: so, we find the Influencer Players in our network, depending on the type of event, audience, etc. Sometimes we have more and sometimes less. In this case we reached out to everyone — from media contacts related to sports and everyone we knew in FINTECH. We wound up with a team of about 35 people of which about 20 played nicely. There was a great variety of participation, ranging from emails to social media placement of banner ads to attendance. Too many to mention here, suffice it to say however that we could not have done it without these players in this process.

Time to Play

Once we have team connections and agreements in place, it’s really time to play! As soon as we had the board trained, we then mapped out our messaging with emails, social media and advertising. We had to move fast since we had a super short promotion window, with very little time for testing. We had to lead out with our best guestimates for the message and tweak on the fly as needed.

We created content calendars and sent those out to all the team players that were trained and those that had agreed to play with us online. As always, some jumped in right away and some needed a little nudge and still others did not show up. No-shows are a hard fact, but in this case, most showed up to play with us online and some even went the extra mile with sending extra emails and even posted their own supply of social media. The most important thing is for all team members to understand what and when you will be posting so they can interact with you, so the best bet is to have your content done in advance, let speakers and sponsors know when they will be featured and where, and then communicate like crazy on approach.

Ongoing Coaching Support

In our weekly Social Jack™ coaching sessions, we provide unlimited support for all clients and students. This means if they want to understand LinkedIn more, we teach that; if they want to play more on Twitter, we teach that. Whatever they need we are there to help them. This way they never feel alone in the game, and for many this is a new game for them. We understand that many of these people are new to this game and we want them to succeed just by being part of the event.

That Extra Reach

To continue this thought, think about if you have a speaker that only has 50 followers on Twitter, then you show them how to get another 20, then how to attach to their brand and other influencers in their world. You are now changing the game one person, one network at a time. We literally received many inquiries and orders just from this method alone.

In this case we had:

8 Board Members

7 Sponsors

13 Speakers

20 Connected Influencers

The total estimated “targeted” social reach ended up being over 75 million connections, and that is a very conservative estimate.

 

The Outcome: 85 attendees for a paid event within 20 days!

 

One More Thing

Always think of the “one more thing”: what is one more tweet, post, share or like that can be done and where. We went into LinkedIn Groups, Alumni Groups and other areas, and in the home stretch that also helped. So, remember when doing this, stick to the plan and — like you do at the gym — always go for one more thing!

There were many more things that we did behind the scenes as part of our process, but I hope this brings you ideas and thoughts of how you can bring more people to your events through Influencer Marketing. We are all Influencers and have a powerful network once it is activated, it’s just that some of us are new and just starting out. Remember that the largest Influencers started with just a few followers at some point and built up to what you now know. The cool thing is that it is never too late to start.

For many of you this seems way out there, it is new, it is growing, it is changing all the time. If you want to know more or want to get a walk-through of our system, I encourage you to visit our website or our Coaching and Training Platform.

Oh — one more thing, remember as you start your journey, you are never alone as long as you follow the Social Teaming methodology described earlier in this blog post. Please let us know how you do as you grow your brand and yourself as an influencer, we would love to feature you or maybe refer to you during one of our upcoming events. After all, our event clients are always looking for the next up-and-coming influencer!

We will see you online…. Influencing!


With all the hype of the newest features on LinkedIn — video, active status and other cool new features – that were released in the last few weeks, an old popular feature, one that was taken away with the last major release, now returns!

At the Social Jack™ Academy, we had a cool feature called “Network Diving;” this is the simple process of searching your connections’ networks. Well, this feature is now back, and better than ever because now it incorporates the new filtered search system.

We’ll illustrate how it works with an example: let’s say you are going to have a meeting with one of your connections and are going for named referrals, and you would like to have the option to filter ideal connections. With the previous release you would get a list, with no way to search like you used to. Fortunately, now this has changed back to the way it was, where when you click on someone’s connections, it now jumps you to the filtered search like it used to! This is an amazing switch. We caution here that there are a few exceptions, so read on.

You can search within the connections using all the filter options shown below.

The main exceptions here are the following:

1.     If the connection you are “Network Diving” on, i.e. exploring their connections, has their network access turned off, you will not be able to dive unless you have Sales Navigator.

2.     Those of you on Basic (Free) LinkedIn will be able to enjoy only a few selections in the search, then you will be blocked from seeing the rest unless you have Premium LinkedIn. But in my mind, this feature alone is the worth the price!

We are showing this account version chart provided from our friends at Integrated Alliances, thanks Mike O’Neil!

We hope you love this new feature and if you want to learn more of what we call “Power Moves”, please connect with us at our Social Jack™ website. If you are reading this before September 5th, then jump into our next Social Selling class at: http://socialjack.com/linkedin-complete-social-selling-course/ – this is our complete course with On Demand classes, Instructor-Led Coaching Sessions. You will learn more cool fun things like in this article.

Please let us know how this ‘old new’ feature works for you.

We will see you online Network Diving!


Sorry if it sounds like I am geeking out here, but read on!

Most of you know we handle a ton of conferences and provide Influencer Marketing services. When asked by INFORMS to participate in their conference, it reactivated my technical network, meaning that connections from my roots were brought forward. I have been in the financial arena since the early 80’s and I’ve been in or around analytics for most of my career; I’ve been a huge fan of sports all my life. So when I looked at the INFORMS conference and saw this network coming together I was tremendously excited.

Those of you that know me, you know I am all about the network. When you look at the speakers and topics it’s almost hard for me to pick a track. So we are splitting up and coming together on the LinkedIn Group afterwards to compare notes! Then you have the companies connected to the speakers, STATS – the best live sports data provider I know, can’t wait to meet Patrick Lucey, Ph. D., Director of Data Sciences. I will have a follow up interview blog after the conference. Liz Wanless, Ph. D., from Ball State University will talk about something near and dear to my heart, which is Customer Relationships and Sales Optimization, she will be sharing two revenue enhancement case studies. Russell Walker, Ph. D., from Northwestern will be talking Big Data related to Sports Management; this is changing our world and delivery of stats as we speak. Zach Binkley, Ph. D., Lewis University will be sharing sports performance communication, implementation and innovation; with all the data today, this is a massive undertaking.

From my FINTECH world I can’t wait to hear what Michael Rechenthin, Ph. D, from tastytrade has to say about Data Sciences and Collaboration, this is right in my wheelhouse of content. We also know that Machine Learning and Predictive models are hot and that topic will be covered by Justin Dickerson, Ph.D. – he will dig into Default, Fraud and Scoring which is a big piece of our financial world today. Joe DeCosmo, Chief Analytics Officer from Enova, will address Real Time Analytics. We are in such a “real time, on demand” world, and he will share what is trending and what the future holds.

Take a look the chart below, all speakers have a critical handle on what is hot and going on right now, so that is why it is tough to select a track!

IMPAC 2017 – INFORMS Midwest Practice of Analytics Conference

The only negative? The conference only has 100 seats at the current venue! However, you can get on a waiting list for the next conference and early notification for the next conference.

Registration and Waiting List link: http://connect.informs.org/chicago/meetings/impac2017

If you cannot make this conference please ask me what questions you want answered at the bottom of this post and I will do my best to get them addressed here or in the LinkedIn Groups

Also, check the new INFORMS Chicago Twitter account

To follow activity and update use Hashtag: #IMPAC2017

Location: University of Notre Dame, Chicago Campus – 224 S. Michigan Avenue (2nd Floor), Chicago IL 60604

We also want to acknowledge all sponsors that are supporting this event:

Social Jack and Forward Progress are proud to participate in this great event, we look forward to seeing you at the event or on the related social channels on the journey!


So, @Social Media Today had a great article titled 12 Reasons why Your Business Should be Utilizing Employee Advocacy, with a great Infographic from @LinkedIn. This was fantastic for me — and timely – because I had some talks lined up on Employee Advocacy and Social Teaming. I’d like to highlight the numbers I think are the most relevant here.

On Average, a company’s employees have 10X as many connections as the company has followers. 10 Times? Yes — and this is proven. In many of our Social Selling and Social Culture programs, we know for a fact that the average employee has 240 connections, and with their two degrees of connections, their social reach hits about 3.8 million connections. Now, to be sure, they won’t reach all those connections, and they’ll need a level of frequency to establish success, however their potential of reach to the company is far greater. The company page needs to rely on followers and there are only two ways to get followers: from existing followers (like employees) engaging, or from advertising. On average, the employee page has only 3% of the potential reach of the employees, and that is best case from our experience.

Every two employee shares from the company page on @LinkedIn result in a company page view, every six shares results in a Company Page follower! Wow, that is staggering, that is all it takes? Well, almost. We need the participation of those employees. How does that happen, how is that orchestrated?

Let me give you a real-life example from one of our clients, American Family Insurance. While at a recent conference, I was able to listen to long-time associate @TomBuchheim, who led the charge at American Family for their Employee Advocacy Program. I have always known they were on it, and proud to say I have been there since the early days of social, and frankly their approach was brilliant. In fact, it was very synergistic to our Social Teaming methodology for sales and culture development.

He mentioned how they formed teams of champions that would act as advocates for the brand and be willing to share content provided by the company to their LinkedIn pages. They started with a small group, then they continued to grow the teams. They created rewards and recognition for their efforts and it bonded the team and humanized the brand. They are even now tracking the success of this program to new business. They had so much success that it became the “in thing”, to a point where people are lining up to be on the next selection. “Pick me!” is how ! Imagine that.

So you see, these are simple metrics which prove the value of employee advocacy. Tom’s story at American Family Insurance is evidence and it continues to grow. We are excited because all of our programs at @Social Jack, Sales, Career, Recruiting and Culture have Social Teaming at the core. In fact here is our definition below, see how it resonates to the story above.

 

Social Team Definition

A group of professionals who have complimentary skills (1) driving to a common objective, goal or destination for which they (2) hold themselves mutually accountable for collective performance. They stay constant on their journey with the (3) purpose of building stronger relationships, trust and always think of other team members with genuine reciprocity. A Social Team (4) utilizes online social networks and the power of their targeted connections, within their sphere of influence, to (5) enhance the team’s relationships, reach, performance and success in reaching their common destination.

If you would like to read more, check out our blog post on Social Teaming:

Social Teaming – It’s All About Who You Know.

Here is a snapshot and link to the revolutionary infographic by LinkedIn

So whether you are in the middle of this and working to figure it out, ask us about Social Teaming to energize this effort. If you’re not sure if management will approve it, show these numbers and this great infographic by LinkedIn to your boss. Think of it as “it is time or get left behind”, because it’s just too easy and it promotes culture development at the same time. What are you waiting for?

We hope to see you and your employees online and working together for a stronger brand!


Notice I titled this ‘Social Influencer’, not ‘Social Media Influencer’. In our Social Influencer Marketing programs, we believe that it is our job to have our clients become Influencers in their world, and Social Media is one vehicle for making that happen. Let’s see if you agree or disagree with me after this article…!

First, a definition: an influencer is, simply put, someone who carries influence over others. An influencer on social media wields influence through social media. You probably know that word-of-mouth is one of the valuable forms of marketing; in our digital age, word of mouth goes way beyond what friends and family recommend to you, and that’s where influencers come in. No matter who you are, if you’re a thought leader in your network, people think of you and come to you first.

Becoming a thought leader in your network is a process, and our standard plan for our clients has about 20 steps, but here, I want to give you the top five things that could give you a head start down this path, something to think about and gain some traction. Even if you do nothing more than this, you will be further ahead than when you started.

Even if you’re not aiming to be a solution provider, becoming a social influencer can help you advance your career; we actually teach this as part of our career advance program in universities. On a corporate level, showcasing a company’s culture on social media can build the company’s reputation. Even more, employees can become corporate advocates – you can empower staff members to share their own insights about their work on their own social media feeds!

#1 – Pick your niche or focus

To be an influencer people need to really be able to easily digest what you can and will do for them — how you will serve them and solve their problems. You are most likely a solution provider of some sort. If you can clearly address a need that your target audience has, and match the skills you have to what you can provide, then you’re well on your way. Make sure your solution speaks directly to their need so that you are addressing the lowest common denominator of the problem at hand.

Example:

Say you’re an accountant. There are thousands of accountants, what makes you different, what is your niche in this very crowded world? I have a friend who over the years has forged his reputation in property tax savings. He completed his law degree and represents his clients from both an accounting and legal perspective. While he has enough knowledge to do your taxes and many other services, he decided over 20 years ago to pick a specialty and maintain that position. He is now one of the most recognized property tax attorneys in Chicago and has a limitless flow of referrals. We are now looking at how to add the social media component to take him to the next level. You might be this same position. Once you know your focus, you’re ready to move to the next step.

#2 – Subscribe and Monitor The Competition

While you may not think there is any, there is always competition. How to find them? Simply Google search either by need or solution discussed previously, then look for blogs, webcasts, podcasts, and other sources of information. This will give you a perspective on how to either refine your message or, if nothing else, what to do better or what not do. This will only make you better. You can also set up Google Alerts with those words of ‘need’ or ‘solution’ as mentioned earlier, names of competitors, even your own name(s).

To setup a Google Alert you will need a gmail account and be logged into google, then simply go to: https://www.google.com/alerts , add as many words or phrases as mentioned above, define the frequency, and you’ll be alerted when this news hits the Internet.

Once you do find competitors or colleagues, make sure you subscribe to them and block out regular time to review the information you glean. This will only make you better.

#3 – Define Your Social Channels

You will never master all channels, so you need to really think of where your ideal target spends the most of their time, and decide what you can manage. We manage channels for many clients who want to be influencers and don’t have the time to make that happen, so you can consider that as well – hire and pay for assistance or find a volunteer help to build and manage. You can also reference our slide deck listed below.

Remember when doing this: one tip is to simply ask your clients where they spend their time on social media. This will give you a great start to making that choice.

#4 – Look like a thought leader (a.k.a. Social Influencer)

Please reference one of my last blog posts on Personal Branding, this is the critical next step. Google yourself and see how your digital footprint represents your position in the market place. Most likely, social media sites like LinkedIn, videos and personal websites with your name will be at the top. You’ll want to make sure the first two pages identify that ‘solution’ niche you selected in step one. Be sure to update all your profiles and remove or rename any content that is not relevant. Your past will catch you up here, so be sure to search, scan and clean it up! Mark your calendars at the first of the month as a reminder to yourself to do this on a regular basis; we create more social profiles by accident than we know!

 #5 – Turn on your content machine – remember your focus!

Okay, don’t get overwhelmed here, but you’ll need to schedule and start posting relevant content about your niche, your focus. This can consist of videos, blog posts, podcasts, interviews, slide decks (like we have done above), photos, articles you write or are featured in, and anything else that can live on the internet. Remember, when you are posting any content, tie it back to your social media sites and websites, and always make sure you include client’s need and the solution you provide. One of the simplest tips here is that you can add videos, slides or articles to your LinkedIn profile. If you author something, make sure to claim it, add it to your profiles, websites, and then post about it on your social media channels. And if you do work with a partner like us, make sure you communicate to your partners and trusted allies that you are posting and want their support to jump into the conversion online with you.

In Summary – you are an influencer – time for the next level!

You are all influencers; sometimes, as we develop and migrate, we get lost in the shuffle of our business or lives, and we need to regroup, focus, reclaim our position, and tell the world. The great news is that Social Media allows us to do this faster and more efficiently than ever before. There are also millions of other people trying the same thing. The important thought to remember is to not get overwhelmed, start with these simple steps, and if you need help, ask those around you for support. If you would like to have a conversion with us, just email me and let’s set something up, you might be closer than you think.

To hear more on this subject, you can listen to a recent podcast where I was interviewed on Influencer Marketing: “Turn Attendees Into Super Fans Using Influencer Marketing with Dean DeLisle

 

Social Jack™ is also a proud sponsor of the Virtual Event: Best Practices in Influencer Marketing, which will be taking place on Tuesday, August 1st, 2017.

 

Can’t wait to see you looking good as a social influencer online soon! – Dean


 

On – 21 Nov, 2016 By Jenn Chen

5 Psychological Tips for Selling on Facebook

We as consumers like to think that we’re above marketing tricks. We’re savvier than when we were shopping 10 years ago. We use tools like price-comparison apps and budget-prompted push notifications to help us shop better.

Use consumer psychology to your business’ advantage. This doesn’t mean you use evil tactics to deceive your customers. Consumer psychology is all about knowing your customer’s buying habits. It’s useful for automatic processes (e.g. sending an automated email to a potential customer if they left a shopping cart without purchasing) or even for knowing where to place your call-to-action buttons on your website.

Set up Your Facebook Page for Success

Before we even get started on psychology, make sure your Facebook Business Page has been set up with all the necessary basics.

Here are a few key items you should check on:

  • Are your products or services easily purchasable on your Facebook Page?
  • Are your virtual stores linked? For example, if you use Shopify for your website ecommerce solution, is it synced with your Facebook Store?
  • Do you have a customer service plan in place?
  • Is it easy to contact you as a customer?

But that’s just the start of it. Here we’ll go a bit deeper by identifying five cognitive biases and ways you can use them for selling on Facebook:

1. Anchoring Bias: Set a High Price Point

Amazon offers a variety of Kindle models. At first glance, you see four models on their Kindle E-reader page ranging from $79.99–$289.99. If the lowest-priced Kindle was presented by itself, you would think that $79.99 is a high price for an e-reader. But since the high-priced Kindle Oasis is present, all the other options seem like a bargain.

kindle-comparison

The anchoring bias shows up most often on a pricing page. When presented with a pricing table, you lock onto the first price you see. This is often the most expensive option. With the pricing options presented next to each other, you begin to comparison shop.

How to Execute

If you offer a service, identify your best selling service. Next to the bestselling service’s price point, place one service that is below the price point and another that is above the price point.

An example of this in use in a pricing page is QuickBooks’ pricing page for one of their products. Note how the pricing table centers their best-selling service and even highlights it for you. Your attention is naturally drawn to the middle of the page, which also happens to be the mid-priced option.

quickbooks-comparison

To have a similar pricing model for your Facebook Page, make sure your Page Category is correct. If you offer a service, the Services tab will be available to you.

There you have the ability to set up the Services tab just like you would for your pricing page. Simply add photos or set different levels (e.g. Gold, Silver and Bronze) to help the customer pick out your recommended service.

services-facebook

In essence, the customer is like Goldilocks: your best-selling service shouldn’t be too expensive and not too cheap.

If you have a product-centric company, such as Everpurse’s selection of various purses, arrange products so the highest price is either first or paired with the most attractive photo. You want to have that product be the first a customer sees when they look at your Page.

everpurse-product
  • Remember: Use anchoring bias to your advantage by placing comparable items around the one you really want to sell.

2. Hyperbolic Discounting (Fear of Missing Out)

We have seen the advertisements: “One-day flash sale! All items are 50% off!” Despite not needing the product, you lock onto the idea that you’re getting a great deal so you must have it now. This is irresistible.

Hyperbolic discounting makes you want items now instead of later. Even if it is cheaper to wait. Using this bias for selling on Facebook is easy if your company does not run frequent sales.

How to Execute

When you’ve built up enough of a fan base on Facebook with a high engagement rate, you can create flash deals.

Try to use flash deals in a variety of ways:

  • Offer a coupon code that only works for a limited amount of time
  • Set up a limited-edition product
  • Offer a bundled deal that you will never offer again

Takeaway: Grab the customer’s attention by discounting at an unexpected time.

3. Emotional Connections Drive Facebook Shares

The science behind a viral post rests on your knee-jerk emotional reaction to it. The more extreme your emotional reaction is to your post, the more likely you’ll share it. And the more often you share posts to the right audience, the more likely you’ll see that translate into sales.

robert-plutchik-wheel-of-emotion

In psychologist Robert Plutchik’s wheel of emotions concept, he identified the emotions that drive our sharing behavior. The inner circle denotes the eight emotions to think about when creating content.

How to Execute

For link-based content, appeal to the emotional side of your audience by changing up the headlines. Even if your blog post has one headline, it’s still possible to post the link multiple times with various headline tweaks.

Old: Local Woman Saves Her Cat

New: 70-Year-Old Woman Climbs Tree During Harsh Storm, Rescues Cat

Why this works: In providing more detail from the article, you become amazed at how remarkable this feat of strength and dedication to this woman’s pet.

Link-based content should also have attractive photos in place. Sometimes, the photos are all you need to prompt a share.

Takeaway: Aim to create an emotional connection with your audience through your Facebook posts. Instead of using marketing terms that sell to the customer, talk with the customer.

4. Stories Sell: Creating a Great Story

Storytelling might be the newest marketing buzzword, but having a compelling story behind your company will help you sell your products.

To understand how to use storytelling effectively, you must know the key components of a great story:

  • Protagonist: This is the hero
  • Antagonist: These are the roadblocks, often found while building a company
  • Conflict: There is an argument or issue between the protagonist and the antagonist
  • Resolution: The hero has overcome their battles and is now successful

How does this come into play for your company? First, you need to identify your own company’s story.

The entrepreneurial story of how ClassPass’s founder came about is a compelling one. She was mugged while waiting for a meeting and realized she wasn’t able to defend herself.

The incident kicked off her desire to learn defense skills, but building the company wasn’t without its own blockers. She failed twice before landing on a successful pricing model.

How to Execute

On Facebook, use videos and photos to share stories about your products or services.

One of the best companies for brand storytelling is Nike. Without having blatant product placement in their videos, they share the strength of athletes and the obstacles they have to battle to reach their goals.

Conclusion: Tell a great story with an emotional connection to the reader.

5. Value Time Over Money

In a research study conducted by Cassie Mogilner and Jennifer Aaker at Stanford University’s Graduate School of Business about time versus money, they concluded that “If you can dial up one’s thinking about time spent experiencing the product relative to thinking about the money spent to own the product, then you tend to get … beneficial effects.”

With the exception of luxury goods companies, use this to your advantage by showcasing the time or experience the customer will have with your product.

A classic example of this in action is Miller’s slogan, “It’s Miller Time.” Instead of reminding customers that they’ll be paying for their drink, the company reframes their product as an experience.

miller-time

How to Execute

When you’re posting about your products on Facebook, try and avoid mentions of prices. Instead, use storytelling tactics to show how the customer is buying into an entire experience.

Patagonia sells clothing but they also sell an experience. Their Facebook Page is filled with stories of great adventures, illustrated by videos and photos.

Takeaway: Reframe your products to showcase how they would be used. Would you rather see a photo of a product or a photo of it being used?

Getting Started With Selling on Facebook

Selling on Facebook takes time and effort by your marketing and social media team. To track your marketing campaigns on Facebook, use Sprout Social’s Facebook management tools to simplify your social inbox with message tagging capabilities.

facebook integrations collaborate manage

Additionally, Sprout allows you measure and gauge your Facebook engagement data to know what selling techniques work best with your brand.

Marketers shouldn’t be afraid to tackle selling on Facebook. And with the right mindset and plan of action with your customers, you can use the platform to increase sales.

Jenn Chen: Jenn Chen is an SF-based digital strategist, photographer, and writer who works with specialty coffee companies to make them look awesome online. She also has a penchant for cake donuts. Connect with her online @thejennchen & at jennchen.com.

Source:

http://sproutsocial.com/insights/selling-on-facebook/


On Tuesday, September 27th I will be traveling to San Francisco to speak at the Social Media Strategies Summit with many of my colleagues. Since a majority of you won’t be attending the event, I thought I would share an exclusive blog on a some of the information I will be presenting that day. If you’d like to attend the event in San Francisco and see more on this session, get your tickets here.

12

Whether you’re a beginner, or a senior level expert in social media and content marketing, your content plans have to better than ever. They should help you hit your goals and objectives. In my workshop, I will show you what is currently working with brands, and how to build and deploy efficiently.

Writers block can happen to anyone, below I’ll help you find five fresh ideas to include in your current, and future content marketing plans.

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First let’s break down the fundamentals of content marketing:

  1. We practice relationship marketing to build trust, rapport, an emotional connection and because, well, relationship marketing has the numbers to back it up. This allows our content to be more connected to the audience.
  2. When we engage with customers, they’re more likely to buy from us (87% of survey respondents indicate that online social engagement with a brand positively impacts their likelihood to purchase).
    05073dfNow here are the five steps that will help your content marketing plans:

    1. Make a plan – figure out your main goals, your target market, where you want to be found, and what you have to offer.
    2. Target – identify and clearly realize you are always in a conversation with your content, so make sure you know your target and your target is speaking to that target audience.
    3. Commit – to engage with your new and old relationships, have ownership and a schedule and let them know of your content.
    4. Value – always communicate how you can help others, how do you compare to the competition, what makes you different and what products and services do you provide?
    5. Schedule and Launch – Create a realistic consistent schedule. Start generating valuable content, interact and engage with customers and prospects, build those relationships, and once you decide to start, don’t stop. Setup a schedule of success so your content becomes a place where your target audience knows they can come to for reliable, valuable advice and answers.

     

    Implement these steps into your content marketing plan and let me know how the results are. We hope this helps you with your adventures in content marketing, whether you are a beginner or expert, there is always a next step in your journey.

    At the summit, we will do a live broadcast recap on our SocialJack.TV program, so tune in September 27th to get an inside view of SMSS San Francisco, meet keynotes speakers and even win in our prize giveaways. If you would like a free membership to Social Jack™ Training and Coaching, plus the program, click HERE TO SIGNUP.


Growing your company from in the inside out might be one of the easiest things you could do for your company. In today’s world of employee advocacy, social media, leadership and transparency, companies are beginning to change the way that they act and feel in front of their clients. This is also changing the way we do business.

One of the most important shifts that we see is a new commitment by companies that have been talking about becoming a social business. We’ve seen this take on many different meanings.
But what does all of this have to do with culture? In order for us to be social, and in order for our clients to feel connected, we have to be connected internally first. The way we look at it, is that this is where the application of our Social Jack system and social teaming come into play. When we go into an organization, whether it’s from marketing, sales or culture side, we look to see how the company is connected together, before we start connecting them externally.

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This allows them to begin to work together as a team but also be transparent together. This works best when there is a top down initiative, and the leadership is bought into the fact that the company will not operate in this fashion.

The great news about this is that you can be any size company, what matters is that you operate as a cohesive team internally, working together so that clients are connecting to you but also the brand. We also see this as a marketing incentive that we call “humanizing the brand.” All of a sudden, we’re bringing the brand alive with people from within the organization. So this does promote a couple of great things as we begin to take this shift and make this happen.

 

  • It builds a stronger internal trust between the team members and the culture.
  • It allows us to connect to each other’s networks for resources and visibility.
  • It helps support employee retention, recruiting, and career development.
  • And ultimately it helps marketing the brand through the people to the rest of the world.

 

So when we look at building a social culture from the inside out it has a lot of benefits although it has to start with training the core employees making sure the brand and the people operate in concert with each other as they begin to communicate externally. This we see as culture changing for any size business. Here are seven tips to build the social culture within your own compa435ny.

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  1. Top Down Initiative-leadership buy-off: Without support from leaders within a company, social culture cannot strive in the business atmosphere. To make this work, you must be enlightened and a reformist CEO. Another way is to make the business care internally by reverse engineering out of the company’s business goals. By doing this, you are showing how social practices can help achieve social culture.
  2. Corporate Mission-: Quit overlooking the pages of the annual reports, today mission statements must be influential and inspire employees at work. Does this support the effort?
  3. Policy-: Remember to educate your employees on what can and cannot be said on behalf of the company. What type of rules do you have in place at your business? A known social media policy is also important, remember what goes on the Internet, stays on the Internet.
  4. Roles: Within a social business, roles become an important dynamic between how the employees help the business operate. Social media isn’t just for the younger employees, today it is key for all employees to utilize social media. Get online, get to tweeting, posting and snapchating away! Who are your internal champions?
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  5. Rewards and celebrations: Employees are the root of expanding the brand and the story your company tells, remember to recognize and reward employees on their efforts. It is important to create a culture of socially sharp employees.
  6. Contribution: When employees show extra effort in volunteering to make the company thrive forward, it shows customer’s that the brand displays an authentic commitment.
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  7. Measurement: Every marketing company knows that they have to measure levels of engagement among posts. What are the metrics that your company is using? Which KPI’s (key performance indicators) work best and how do they tie back to business? A productive business will help employees become hard working brand ambassadors.

 

So no matter where you are in the journey, start changing your culture today so that you can reach more business from the inside out. Let us know if you need any support around getting started, we would love to help!


Image for 6 Reasons Instagram Is Becoming The Ultimate eCommerce Tool for 2017 - Social Media Explorer

On – 01 Dec, 2016 By Dakota Shane Nunley

We all know Instagram as one of the most visually appealing platforms on the web. With it’s visual design, Instagram has done for photographers, models, and fitness entrepreneurs what YouTube did for filmmakers: provide a previously-unavailable platform to a community of creatives. For these influencers and entrepreneurs, Instagram has been an absolute godsend for their business.

However, from the standpoint of most ROI-focused brands, Instagram has proven nonessential at best.

This comes to no surprise because what makes Instagram so unique also makes it difficult to monetize, convert leads into sales, and so on. I’m sure those who work at Instagram (and especially the platform’s mother, Facebook), know the downside of this chink in the armor of the social media giant.

But change is coming…Well, actually, it’s kinda already here.

A few recent, strategic updates could result in a tumultuous shift for the platform. These new features, along with Instagram’s existing design, could mold the platform into the strongest selling tool for ecommerce we have seen since over two decades. Period.

Here’s why…

1. The Shop Now Button

In early November 2016, Instagram announced it would be adding a Shop Now button (article here), where brands can link checkout carts to their products displayed in posts.

Here’s an example:

At the moment, brands like Warby Parker and JackThreads are experimenting with the feature.

Think about it: More than 84% of smartphone users in the US browse, research or compare products via a web browser or mobile app. Thus, when it comes to brand’s funneling money into a social media platform (aka monetization), what could be more powerful than linking products as they appear in high-resolution, lifestyle photography?

Note: If you think of any tools more powerful, let me know and maybe I’ll join you in creating it!

2. Instagram Stories

Let’s not get ahead of ourselves here. Selling stuff takes time. It takes explanation. It takes contemplation. Why do you think infomercials are so damn long? Because it takes hard work for a consumer to gain trust in you as the seller.

Yet, the most important factor in selling is context. Social media mogul, Gary Vaynerchuk, goes as far to say “content is king, but context is God”.

When it comes to social media however, context is exactly what is missing. Previously, YouTube, Snapchat, and blogs were some of the only mediums that enabled users to nurture an intimate, authentic relationship with their audience.

That changed when Instagram Stories hit the market.

Now, Instagram has the potential to hold the same power, the same authenticity and intimacy Snapchat gives users.

I’m not saying Snapchat and Instagram Stories are now equals. In fact, one could reasonably argue Snapchat’s secretive brand will only gain more momentum as other platforms try to replicate it.

What I am saying though, with the addition of Stories, Instagrammers now are able to connect with audiences on a much deeper level in a Snapchat-esque fashion.

Which brings us to our next point…

3. Links Within Instagram Stories

Not only will Instagrammers be able to create Snapchat-like intimacy with their followers, they’ll also be able to promote and share content via a recent update to Stories: link sharing.

While this may not seem like a huge deal, it comes from a company that has lasted 6 years with only allowing one link per user at a time, so the update marks a shift from it’s original design to one eager to monetize. In a recent piece, The Verge told readers that Nathan Sharp, an Instagram product manager, said the company added links in Stories in response to the large number of brands using the feature to promote content there.

Now, imagine if you are an entrepreneur promoting your newest product on Instagram. Using Stories, you would be able to showcase your product, explain the reasons to buy it, then link up the checkout page so your users can purchase it right then and there.

Essentially, you’ll be able to host your own mini-webinar using only your smartphone.

4. Influencer Marketing’s Dream Child

If you keep a close pulse on marketing trends, you know influencer marketing is growing by leaps and bounds regarding brand budgets.

When it comes to influencer marketing, one of the biggest hurdles is driving direct traffic and conversions for the brands who are paying for it. At the end of the day, awareness is great, but conversions are the true marker of a “successful” campaign.

Because of this, most of the influencer marketing on Instagram has centered around generating awareness. This strategy definitely makes sense given the typical CTRs on the channel being 0.4%.

With the addition of links to Instagram Stories, brands will be able to measure conversions easier than ever before. Influencers can tag the brand in their Stories and link up their products they are wishing to sell.

If you’re a travel blogger paid by a brand to visit and review a destination, you’ll be to capture raw footage of the location via Stories, then link up your blog post covering the campaign promotion.

If you’re an Instagram fashion influencer paid by a brand to wear their gear, you’ll be able to scroll through the various products you received, link up the specific product page of each, and direct your audience further down the sales funnel.

5. Discoverability

In addition to all of the other new features, Instagram has also announced Stories will now be displayed on Explore.

The success of Google and proliferation of SEO proved how much brands will shovel money into increasing the likelihood of being “discovered” by consumers. On Instagram, if all goes according to plan, brands will eventually invest in securing high spots on the Explore tab.

In this sense, brands with similar products and services will now be able to capitalize on audience’s similar interests, making Instagram an even more enticing platform to throw money at than ever before.

6. Concision

While the other points made in this article are either features or implications of those features, this point is more high-level. More than likely though, it is the most important aspect of Instagram when it comes to molding it into the most powerful eCommerce tool we have seen in a decade: concision.

Instagram is completely visual. It is free of clutter. With only 87 characters before the Read More option appears in the caption, it is also free of over-explaining. Thus, it is up to the user to interpret the highly-visual content for themselves.

Instagram is a platform completely focused on mobile. On your smartphone, you can’t have 20 tabs open at once. On your smartphone, you can’t split-screen with two monitors. On your smartphone, it is just you alone with a single screen. It’s a much less distracting, almost intimate experience when compared to desktop.

Based on these factors, Instagram has forced creators to do what they do best: be creative. It has forced them to be succinct and tell stories through pictures, not words.

I would argue this makes Instagram the most formidable for selling products because it boils down consumer’s options. And what is the first thing any marketing course teaches you? To always have a clear, concise call to action. For this reason, Instagram would get an A+ in any marketing course.

Instagram is making moves. Big ones. Yet, with how fast the social media landscape moves, it’s easy to think of a platform’s new features as “just another new update”.

Taking a step back and looking at the big picture would be extremely beneficial for anyone who utilizes social media for their business, for their stock portfolio, or for enjoyment.

One of the many big pictures we are looking at here is this: if Instagram continues on this trajectory, it has the opportunity to become the biggest selling tool we have seen in the last 20 years.

Source:

https://www.socialmediaexplorer.com/content-sections/cases-and-causes/6-reasons-instagram-can-become-powerful-ecommerce-tool-social-media-ever-seen/


In the last eight years, we’ve seen a trend of membership organizations looking into increasing their users value per membership. In the traditional sense, membership organizations provide education to their members in a variety of ways. Our Social Jack System, has been a part of that movement, where we provide a ton of education to membership organizations related to Social Selling, growing your business, career advancement—things that help us define what social media and social teaming is.

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In our recent observation, many membership organizations are still in legacy mode, where their education is based on premise or at conferences, and have not completely leveraged the internet with things like streaming and video. Also many membership organizations have seminars and conferences to promote new members. A lot of times there’s education about the organization but not necessarily around the education that is provided to the members. The movement that we’ve seen, and benefit greatly from, is leveraging the internet for webcasts—which we have been involved with for many years and providing that education not just to the current members but to the perspective memberships.

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For instance, we recently held a webinar on ‘how to grow your financial services practice with the use of social selling’ for Exit Planning Institute. This service was provided to their members and perspective members. The members that are “prospects” get to see the high quality education that is provided from the membership and then get test drive of some of that education and value the membership provides. We also allow space in those presentations so that the membership is able to explain the additional value that they provide when registering for a full membership.

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We’ve been doing this over for 8 years and have seen a rapid acceleration of this model being used and the simplicity is, providing web-based information because people want to have a convenient way to get the information without always having to travel to conferences or events. This is also a great way for organizations to attract perspective members to their platforms.

While we see that this is huge movement and we’re seeing more & more membership organizations and institutes going in this direction there’s still many that have to make the move. The good news is for those organizations that this a proven model and it can help them not just for retention of membership but also increasing admission.

Our Social Jack System has a very specific recipe for effectively getting participation, filling and getting people to show up to the webcast. There is a science behind this all and it can be indicated in this slideshow.

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We hope this opens your eyes to the power of Webcasts and Webinars to increase your membership and have people sample content en route to joining your membership organization.