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Session 1: Building an Irresistible Brand

with a “Social Mindset”

• Welcome! • Featuring: Nick Unsworth

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Before we get started

1. Welcome!

2. Support@smashitsocial.com

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What’s In It For You?

• The 5 biggest social media mistakes

• Vital Social Media mindset characteristics

• Effective FB marketing research

• How to create a brain sticky brand

• How to create and optimize a FB page

• How to design and customize your FB page

• Action Steps

So what is the big problem that we face?

• Traditional marketing / selling is NOT working

• Generation Y = our future customers

• Generation Y is the LARGEST segment of the

market…larger than the baby boomers!

• They DON’T care about your ad…they care

about what their friends think!

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The 5 Biggest Mistakes on Social Media

1. Marketing & Selling like you did 5 years ago…unlearn it. 2. Spamming or Selling before a relationship is built

3. Not listening

4. Lying / embellishing / and deleting negative customer feedback

5. Lack of focus and consistency aka not having a plan

Old VS New Mindset

New Age

• Abundant mentality

• Your tribe promotes for

you

• Tribe Syndication

Old School

• Scarcity mentality

• You sell good / services

• Manual labor to get

traffic

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The NEW Way: Create “Earned Media”

• A Definition: When customers become the channel

Examples: Buzz, “viral”

• Benefits: Most credible, key role in most sales, transparent and lives

on

• It’s actually no different than traditional word of mouth and referrals

According to Forrester Research…

(Fans spreading the word)

Earned media is the __________________ and is

the MOST effective form of marketing.

So how do you create it???

Give first - Law of Reciprocity

Law of Reciprocity:

• The law states that whatever you do will be returned back to you. If you want to create

success for yourself, help someone else become successful.

• The Golden Rule: “Do unto others as you would have them do unto you”

• “I’ll scratch your back if you scratch mine”

Build Momentum Fast: • Be a connector & solve problems

• Be a hub or the person that everyone calls when they need something

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Engaging instead of Broadcasting

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VS

Quality over Quantity 3.

• Key genuine relationships will win over untargeted fans every time

90 / 10 Rule 4.

•90% of content = giving

•10% of content = taking / selling

Let Your Hair Down 5.

• Let your personality shine through

• People on FB don’t want to interact with a

stuffy corporation

• Facebook is like going to a cocktail party.

Interact the same way as you would in

person.

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Before optimizing your page, we have to have the basics

down…

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Know Your Customer

• Do you know who you are targeting?

• Where do they hang out online?

• Why should they join your page? WIIFM?

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Market Research – The 3 C’s

Competitors

• What are they doing right?

• Branding?

• Type of Content?

• Engagement?

• Opportunities to improve?

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Market Research – The 3 C’s

Customers

• Narrow your niche

• Develop a “Customer Avatar”

• What are their biggest challenges /

frustrations?

• Where do they hang out online?

• Hot buttons?

• How can you differentiate?

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Market Research – The 3 C’s

Centers of Influence

• People who can consistently refer you

business

• Who interacts with your customers daily?

• Where do they hang out online?

• Solve their problems / Hot buttons?

• Initiate the relationship = give first

• Influencers – the ones that are commenting on

the relevant page that have a following

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How to Create a Brain Sticky Brand

• Paradigm shift: Personal Brand VS Entity

• Consistent message across all sites

• Brand the same colors

• Clean, simple, zero confusion

• Answer the “what’s in it for me?”

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Create a Brain Sticky Brand

Fastest and easiest way:

Identify top 10 influencers in your niche

Research what they are doing successfully

Twellow (twitter directory)

Research Blogs, fan pages, Linked-in Profiles

4 “W”s for creating your bio.

1. What do you do?

2. Who is your Target Market?

3. Why are you different?

4. WIIFM: What’s In It For Me? (That’s what your prospects ask)

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Create a Brain Sticky Brand

• Build your brand around your passion

• Be authentic / inject your personality

• Share your story

• Social Proof…pics / vids with experts

• Videos…fastest way to position your brand

• Package a product!

• Make an ebook

• Facebook ads = fastest way to position yourself and

build credibility

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Create a Brain Sticky Brand

Facebook SEO considerations:

• Choose Your Category

• Page name

• Keywords, what are page 1’s doing!?

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This week’s action steps…

1. What is the biggest frustration or challenge that you solve for your customers

2. Find 5 FB pages where your customers hang out

3. Find 5 FB pages where your “Centers of Influence” hang out Remember a “COI” is a complimentary professional that can refer business

4. Find your top 5 competitors’ pages

5. Look at all the FB advertising targeting options www.facebook.com/advertising

Click “Create an Ad” – walk through the process (don’t need to publish it)

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This week’s action steps…

6. Identify 3 words that describe your brand

7. Identify what your 2 major colors are for your online brand

8. Identify 3 FB pages that you think have excellent branding

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Pat Yourself on the Back!

• You deserve it…not it’s time to take action!