A young man wanting to use Social Media Marketing to break into a new career.
This is one example of how a Social Media Marketing Campaign is structured to support an individual moving into uncharted waters in his career. If you read this through, you will get a better understanding of the interconnectedness that Social Media offers, an understanding of why it might be a WAY better investment of your marketing dollars then what you may be up to now, and a sense of what is really possible in the world of Social Media Marketing.
Social Media Marketing Case Study “Engage Your Community”
Setting the Stage
A young man approaches me to explore how he can use Social Media Marketing to create a new carreer. After talking for a short while, I get a sense of where he is at. He understands the basic evolution of the web, the direction things are moving in, and that he is going to need to make a significant positive impact on the lives of others in order to be successful. He also understands that he can reveal his process as a way of offering tangible value to others, as there are others who may find themselves in a similar position. He wants to break into a new market, an emerging market, and through this he hopes to create a new career and direction for himself.
He loves to write, loves film and loves interviewing people. He seems poised to make a positive impact on the world, and is very sociable and outgoing.
There are an incredible number of ways to approach social media marketing. It is important that the plan that we create fits this mans style and gifts. This is the plan that we come up with.
The young man needs to learn about his field, so in the first Phase of his campaign his work time is going to be about 25% research and study. And since he is clearly ready to offer his services, we are going to dedicate about 25% of his time to creating a client base, and about 50% of his time to creating the structures that will support him.
The first thing we do is we get a copy of “Get Clients Now“, a book that outlines how to create an actionable plan for creating a client base. This book covers many aspects of client building that have been looked over by other resources that I have found, so I have him get this book and start reading and applying it.
Next, we clearly define his business model, his strategy, his target audience, the value that he intends to offer them, 10 reasons why people would want to hire him, and his particular niche.
Then I would have him do is to decide how he wants to communicate with the world. Since he is eager to share his gifts and understands that he has a lot to offer by virtue of his uniqueness and personality, we get him set up with Video, Podcasting, Blogging, Interviews, Twitter, and a bunch of research to back it all up.
Building the Launching Pad, one brick at a time.
He sets up a Facebook profile and a Facebook page.
For the Facebook profile he imports his email address book and invites his personal and professional community to link to him.
For his Facebook page he presents a social experiment, proposing that he believes he can find 1.2 million people in the world who love the work that he does. He structures the social experiment in a way that invites people to engage with the page and to share it, setting up a viral marketing structure.
He then creates another Facebook Page for his business, and he connects the 2 pages by making them “favorites” of each other.
He records a movie directly into Facebook outlining the experiment, the invitation, and the positive impact he believes the experiment will have on the world.
He fills out his Facebook profile.
He then uses the “Motivating Sales Sequence” to create copy for his video offering to the world. This man is bright, he knows that there are no problems in the world except in the interpretations of the beholder. At the same time, this young man makes a commitment to meet his clients where they are at, and he understands that perceiving something as a problem is in fact a source of stress for people, and that through presenting his offering as a solution he will have a shot at releiving peoples stress, ultimately making the world a better place.
The first draft of his “Motivating Sales Sequence” is recorded directly into his computer with a built in camera and USB Mic. This video is then uploaded to his Facebook Business page.
Later, he will tune into people in his target market and what they are most stumped by, and he will speak to these scenarios and situations with future developments of his offering.
He creates 4 different versions of this sales copy and creates a video of each of them, and uploads each of these videos to Youtube by creating a Youtube channel.
He then posts each of these ads on Craigslist, one day apart, and signs up for Google Analytics to track which ones are most effective. Each week he improves the worst one through subtle changes and experimentation, refining his message over time.
Then he signs up for Twitter and installs Tweetdeck. He creates 2 accounts for twitter, one for his Facebook personal page and one for his Facebook business page. He then installs Twitter in his Facebook pages with the “application” tabs, and is set up to populate 2 audiences with one message through Tweetdeck, an installed application on his desktop.
Then he sets up Utterli, so that he can record 12 second messages and send them to Twitter, which would then forward to the 2 Facebook pages.
Finally, he hires someone to create a WordPress.org blog for him. He knows that the face of the internet is changing incredibly fast, and he knows that the open source structure of WordPress.org provides him with the opportunity to stay connected to these changes. He is also aware of how the WordPress structure caters to Search Engine Optimization, and with this information he has a Blog built or teaches himself how to build one.
He links his twitter account to the blog, sets up the design and structure of it, and gets it online.
Next, we have him set up accounts at Screenr, Tubemogul, and Video Post Robot. Because of how he intends to share information, and the fact that he recognizes how essential video is in the online landscape today, he is prepared to pay the $20/month for the video post robot service.
Now, he is set up to share any video content he creates with the world in a very large way through very little work. A single video can now be uploaded to 30 major video sites simultaneously, and this will optimize his site, and through demonstrating his growing expertise will build trust and credibility, and finally, this will send traffic back to his site.
To research his niche he goes to BigBoards.com and bookmarks the most popular forums on his area of interest. He goes to Technorati.com and Googles BlogSearch platform and subscribes to the most popular and useful Blogs on his area of interest. Next he goes to the Itunes podcast library and subscribes to the top 2 or 3 Podcasts in this area of interest. Finally, he registers with Digg and Delicious and searches for his keywords.
Now, what he has is a free resource base that is constantly evolving, self regulating, and where the information provided which is most engaging, most useful, most highly rated, and most highly though of is that which is organized and presented to him. If he takes time to look deeply into these resource bases and the doorways that this opens up, he is set up to learn quickly about what is unfolding at the very edge of his area of expertise.
So, from here, this young man moves from the set up to implementation phase of his social media marketing campaign. There will be a continued component of social media marketing system development, but the majority of his time is now spent on creating client relationships and building trust.
He researches his field and takes notes, notating not just what he learns, but how it affects his understanding, the questions it raises, and how he imagines these ideas and perspectives can be applied to other situations to make the world a better place, to make the lives of others better.
There are various streams within which and through which information passes and evolves. The next section of this article describes what they are and what happens in them.
All resources relevant to his target audience are plugged into his Twitter account through Tweetdeck. If there are multiple target audiences, each one has a different Twitter account, all of which are organized and Tweeted to through Tweetdeck.
His signature on emails, his business cards, and his BLOG all contain invitations to “talk to him” through these social networks, and all of his email contacts have been imported into each of these social media platforms. Therefore, there are immediately some listeners following him on his Twitter account, and as his posts offer value to his target audience, they will begin to follow him.
In addition, because he is outgoing and sociable, he has a contact list with him at all times. When he meets new people, he is attuned to the notion of “how can I support this person,” and he takes contact information from anyone he believes he might be able to help. This contact information is written on his contact form, and is put into his Contact Management System on a weekly basis. This system is typically a big binder from which he can look through the contacts to make connections, and from which the emails are imported to his main email list in Gmail. What makes this successful is the 2 categories on his contact list that ask what people need, and what their gifts are. When someone fails to sign this part of his contact list, he prides himself on the opportunity to ask these questions, immediately building trust by speaking to a deeper reality then these people typically speak in most cases.
So Twitter serves a couple of functions. It is the simplest tool used to provide value to his target audience, as it limits conversations to 120 characters, it is really just a sentence or two with a link. It builds trust, which is one of the foundational components to building a social media marketing campaign, and it tracks resources for later article creation.
When there are 15 or 20 resources in Twitter, he takes these resources and writes an article about them. He takes a couple of minutes to mindmap these ideas with MindManager, showing himself the relationship between them and through that organizing them, then he records a video of himself talking about them, basically showing his target audience how these tools all fit together, what they are capable of, and why they might want to look deeper into them.
Then he plays back the video and transcribes it into a word document.
The video is then simulpublished with his tags to 30 different video hosting sites, with an invitation to learn more from the author through his blog. His Blog invites people into his world of social media with large buttons for RSS feeds and each of the other platforms. The video now serves as a web, creating 30 new front doors to his website on well reputed video sites, which speaks highly to google, and he is building relationships with the community.
The article is posted through “Press this” a plugin for WordPress that makes it quicker to publish articles, and then it is published to thousands of article sites though Isnare for $2. This creates thousands of front doors to the website with just one reflective piece of content.
The better the article is, of course, the better the effect it will have. If the article contains no value to his target audience, or if it is published where there is no traffic, nothing will happen, and he knows this. So he takes time to look into these resources that he posted on Twitter and he is both humble and playful with his approach, inviting a certain lightness and sense of ease into his work and public image. This seems right for him and for his style of showing up, it seemed most authentic. People are attracted to authenticity, transparency, and the opportunity to tune into a real person. When we are not authentic, folks know this immediately, and there will be less resonance with our message.
When there are 12 blog articles, they are made into 3 things. Through some careful editing, the messages are refined and tied together, and all of the contents for a book are made available. This is turned into an eBook and an eCourse, as well as a real, hardcopy book. The eBook is made available through the website and symbolizes the first passive income stream for this young man. The eCourse is made available for free, delivering 1 lesson a day for 15 – 30 days. The eCourse takes the materials in the book and applies them, asking individuals who want to learn about it to go deeper into the lessons by actually applying them the their business. For each lesson, individuals are able to comment on his blog, initiating a conversation that optimizes the BLOG for SEO, that engages the audience, that builds trust, and that provides a context for the future evolution of his business. The eCourse is set up to be offered for free and automated through his site, requiring a password from his audience. With this, he is now qualifying prospects, building his email list, and building relationships passively.
The actual book is produced by Lulu.com for under $10 and put on sale at Amazon, plus it is kept on hand to build credibility with the target audience.
Another stream within which information passes and evolves is through Ustream Broadcasting. This young man takes the content that he just published with simulpublishing, and from that he sets up a live broadcast on Ustream, and invites his contact list to take part in that. The invitation goes out through Facebook, Email, Twitter, and through a Blog post. He sets the date 2 weeks out, and at the time of broadcast, he presents the information live to his potential audience. Regardless of how many people show up, he has a recorded presentation on Ustream that he can now invite people to, and it is part one of many to come. The next part is schedule 2 weeks out and an invitaiton goes out that day inviting people to watch the first and be part of the live broadcast of the second. In addition, when the broadcast is live, he opens up a chatroom through Ustream for people to communicate thier questions with him, and he responds to thier questions. All of his Twitter followers are notified of what he is up to through the twitter button on his Ustream HomePage.
Also, he is in the forums most hot on his keywords 2 times a week, and he is speaking to his target market, asking what they need, what challenges they come up against, and how they respond to those situations. This research provides information that he can then use to direct his own research, basically placing himself in the path of service for the this collective portion of the population. When he comes up with resources, quotes, principles, or concepts that might be relevant to them, he can include them in his next uStream broadcast and invite the people who contributed it directly from the same thread that initiated the conversation.
He cross references everything. All new video content that is published are linked to through all 3 of his Facebook Pages, through his blog, and through any other social media platforms he is working with.
Within 2 months he will enter the 3rd phase of his approach. He will begin interviewing people who are respected in his field through ustream and conference call conversations. He will select people who are both mentors and well respected, choosing high visibility people first, because he understands that the interviewees will likely send him traffic by posting the interview on their own blog. These mentor conversations are then made available to his audience through all of his streams of information dissemination. They build relationships, generate new passages to his site in high traffic areas, expand his learning, support the world, and can eventually be turned into information products to add additional value to his target audience.
All in all, we set up a system that was designed to minimize effort and maximize result while drawing from this mans gifts, skills, and style. The system took advantage of his social and outgoing attitude by putting his face in front of the camera, the richest media source available. This system shows many aspects to a comprehensive social media marketing campaign. It does not address the full range of keyword optimization, SEO optimization, Google Analytics, and the in depth content that folks must look through to suss out a functional business plan and strategy. These topics may be covered in a future article.
Please forward this article to anyone who might be interested in it, please offer your comments and feedback, and please continue to grow your knowledge and share with the world in your own way.
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Social Media Marketing
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About the Author
Jonathan Haber is an Interdisciplinary Coach and Social Media Marketing Manager. He completed his undergraduate studies at the California Institute for Integral Studies in Interdisciplinary Studies. He has self studied life coaching, diverse spiritual practices, business coaching, and business development for over 8 years. He hopes to make a positive difference in the world by revealing himself, practicing discipline, and being the change he envisions for the world.