smv executive summary august 2014

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EXECUTIVE SUMMARYCharlyn Shelton, Team Leader

THE

Do you know who your customers and prospects are? I mean really KNOW who they are – age, gender, where

they live, whether they are married, and even what kind of car they drive? Up un l now, companies had to spend quite a bit of me and money to survey people from their exis ng database to build a demographic profile. No longer! This month, we drill into just one feature within Facebook’s new Audience Insights that brings powerful profiling data to your finger ps – for FREE! Now, you can stop guessing who’s coming to dinner and get to know your exis ng customers and prospects in just 3 easy steps using Facebook.

A er 3 years Google+ admi ed it was wrong! About what you might ask? Un l July 2014, pseudonyms, nick names etc. were not allowed. In your business, if you are ‘known’ other than your real name and want to change your account the good news is….you can! Digging even deeper we take you through the step by step process of how to run a marke ng campaign on Google+ as well.

One of the most underu lized features of LinkedIn is the Status Bar. It si, however, one of the best ways to build brand equity for your business, posi on yourself as a subject ma er expert, and a ract new customers. Learn the insider’s secrets to this very important tool to boost your business this month!

Who is an ‘influencer’ in your business and why should you care? Most people think “I can’t get close to them, it will never happen.” Imagine being able to pick up the phone with someone like Michael Dell and ask him to help you promote your products. Every business person desires a rela onship like this with their own ‘influencers’ within their industry. This month, Gary will teach you 3 prac cal steps how to do this and how these individuals can ‘influence’ with a single tweet.

Why is your video content crucial? Once you connect with your audience what happens? This month Mario is going to show you how to ensure great content in your business videos.

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What The Insider’s Track gives you to improve your busines

Summer’s coming to a close, the final quarter of the fiscal year is right around the corner. Here in Florida we look forward to that, the relief from the heat and humidity is a welcome change. What do you look forward to in the fall? Be sure to plan ahead on those fall ac vi es and capture those moments for your social media campaigns. People buy from people they know like and trust and your connec ons and rela onships on your social media sites love to see the transparency and personal side as well. Remember to keep it to the 80/20 rule…80% give value and connec on, 20% share your business. I look forward to hearing more of your success stories, it’s going to be a terrific 4th quarter with these Insider’s Tips in place.

SAVE THE DATE: Nov. 1-2, 2014

The Power of 6 Conference-Social Media 2014

Stop Guessing Who’s Coming to Dinner: Profile Your Exis ng Customers and Prospects in 3 Easy Steps Using Facebook

Last month, I introduced you to a new feature from Facebook called, Audience Insights. I say “feature”, but really it’s a whole applica on that lets you research the demographics and behaviors of your current and ideal customers – regardless of whether you decide to run ads, create posts, or do anything on Facebook. This month, I’m going to dive deep into one par cularly powerful aspect of Audience Insights – the ability to upload your own exis ng contacts and get profile data about them. As long as your list is over 1000 people, Facebook will give you an amazing amount of insight about the people in your database that you can use in many ways to improve your marke ng. (Be sure to reference the July 2014 issue for a broader overview of Facebook’s Audience Insights and how you can use it in your business).In this month’s report, why have I decided to focus on customer profiling? In just the last 3 weeks, going through this one exercise has saved two of my clients from a lot of frustra on and marke ng campaigns that would have missed the mark. Let me tell you about them, so you can see the power of what we’re about to do here for you and your business.The first example is a client of mine who offers a high performance coaching program to help entrepreneurs and business owners be more produc ve and grow their wealth. For one par cular ad sequence, we are taking people from a Facebook ad to a quiz where they can quickly see if they have the daily habits of a wealthy or poor person. Out of the 15-‐ques on survey, four of the ques ons asked about how someone interacts with their children and what they are doing to ins ll strong financial knowledge and ethics. However, a er we inspected their audience using Facebook’s Audience Insights, we saw that about 70% of their current customer database falls into the hard charging, career-‐oriented category. They are largely single, without children! Can you imagine if we would have launched a survey to their current audience, or even new prospects (who will likely share many of the characteris cs of the current audience), where 4 out of 15 ques ons asked about how they interact with the kids they don’t have? At best, it would have made the survey irrelevant to them or had them ques oning the validity of results. At worst, we could have offended some of the customers and prospects and hurt our chances of future sales. Luckily, we profiled the target market using Facebook’s Audience Insights and were able to catch it in me. We totally re-‐worked the survey to remove the ques ons about children before it launched. Making the survey more relevant to the people my client a racts will almost assuredly result in a be er response to this campaign – not just from Facebook ads, but from any traffic source they use to get people to see the survey.The second scenario involves a client who sells physical goods through QVC and other retail outlets, spanning TV, big-‐box retail stores, and also smaller retailers, in addi on to their own website. When their channel partners sell the items, they mostly target women ages 40 and above. The reason for this is that most of their products are used for high-‐end entertaining and appeal to an audience that some people describe as the “Fashionista” market. This market consists of women who are usually a bit older (40+) and have more dispensable income and interest in home entertaining. As part of the marke ng campaigns I was running for this client, we uploaded their email list into Facebook’s Audience Insights tool and found something very interes ng. While most of their customers fall into the “Fashionista” category, most of their email list consisted of younger males! Why is that? Because they created their email list largely from in-‐person trade shows where the sales reps or retail store owners are there to buy products for their stores. These young males may be selling to the Fashionistas, but it’s the males who are on my client’s email list. Why is this knowledge important? My client sends out a monthly newsle er to that email list. Imagine how much be er they can connect with their current subscribers now that they can tailor their language to younger, male retail buyers versus trea ng that list as if it contained their more mature female customers!

INSIDER’S TRACKVictoria Griggs, Facebook

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I hope you can see the power in just those two examples of how important it is to know who is in your current database – and the opportuni es this knowledge gives you for crea ng much more effec ve and impac ul marke ng campaigns. So, how can you do it for your own business? Let’s get into that right now, using just one aspect of the very powerful features within Facebook Audience Insights!

Profile Your Exis ng Customers & Prospects – In 3 Easy Steps 1) Export email addresses from your exis ng customer database

If you’ve been gathering customer data, chances are you’ve got email addresses stored in a customer rela onship management (CRM) system (like Salesforce or Infusionso ) or a marke ng automa on system (like Aweber or Marketo). To profile your audience within Facebook, you’ll need a list of those email addresses. Simply export them from your CRM or marke ng system into a comma separated values (.csv) format. Then, you can open the list using Excel or another program to see the data you just exported and prepare it for upload into Facebook. Here’s how to prepare your data for Facebook. It may not be strictly necessary, but I usually open the file in Excel, highlight the column with the email addresses and then paste that column into a new text file using a program like Notepad on my PC, like this:

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Victoria Griggs, FacebookFollow us


No ce that there is only one email address per line with no punctua on at the end of each line. Why do I do this rather than leaving the data in Excel? Text files have no forma ng. Although uploading a custom audience directly from an Excel file into Facebook will work most of the me, I’ve some mes had issues that I couldn’t track down. I’ve never had issues using this text file method. It really only takes a couple of extra seconds, so that’s the way I approach it.Note: Regardless of whether you will be using an Excel file or text file to upload your customer list into Facebook, it’s important that your file contain ONLY email addresses, one per line, as shown above. If you have names or other columns of data in the file, it won’t upload properly.

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2) Upload your email list into a Custom AudienceNext, we need to get this data into Facebook. We do that by crea ng something Facebook calls a “Custom Audience”. Let’s walk through how to do that.First, access your Facebook Ads account by first logging into Facebook and then going to this address: h ps://www.facebook.com/ads/manage

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Once you are in your Audiences sec on, simply go to the top right of the screen and click on the Green “Create Audience” bu on and choose “Custom Audience”.

Then, go to the menu on the le hand side and choose, “Audiences”:

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You’ll get a pop-‐up box asking what kind of input you will be using to create your audience. Choose “Data File”:

You’ll get a pop-‐up box asking what kind of input you will be using to create your audience. Choose “Data File”:




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Use the “Choose File” bu on to navigate to the file on your computer and select it. Finally, just click the “Create Audience” bu on, and you’re done!

Now, you just need to wait for Facebook to do its magic! It can take anywhere from a few minutes to a day to see your new custom audience available within your Ads Manager. Facebook will let you know when your audience is ready. Just look for the status here:




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What can you expect a er you upload your custom audience? First of all, Facebook will try to match each email address you uploaded to one of its users. If the email address in your file can be matched to a Facebook user, then that person becomes part of your custom audience on Facebook. There is never a 100% match, so don’t be worried if the size of your custom audience in Facebook is smaller than the number of emails you uploaded. This is totally normal. In fact, you may find that Facebook can match only about half of the names. (I find that about 70% is pre y typical, depending on the industry.) Don’t worry! Even uploading a par al list of your customers and prospects within Facebook will give you valuable insights.

3) Open your new “custom audience” using Audience Insights

It’s important to note that it usually takes at least 72 hours from the me you upload your custom audience into your Facebook Ads Manager for the demographic data to become available to you in Audience Insights. Also, in an effort to protect people’s privacy, Facebook will only show aggregate demographic data on custom audiences made up of at least 1000 people. So, if your current customer list is too small, you won’t be able to see their overall profile. Provided that you’ve got at least 1000 people in your custom audience (i.e., Facebook was able to recognize at least 1000 emails from the list you uploaded in Step 2) and you’ve waited at least 72 hours, you’ll be able to get some great data about your exis ng customers and prospects. Let’s take a look!

Navigate to: h ps://www.facebook.com/ads/audience_insights

Once on the screen, click on the li le arrow beside “Custom Audience” in the le hand menu, as marked by #1 in the graphic below. It will drop down to give you an entry field. Place your cursor inside the field, and you’ll see a list of your custom audiences to choose from. Simply select the audience you want to profile (you can select mul ple), and data for that group of people will now be displayed in the main sec on of the screen.

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Within Audience Insights, you’ll see a range of demographic and behavioral data about your audience. Simply click on the tabs along the top to explore. For an explana on of what’s in each tab and how you can apply that data to your business, be sure to refer back to the July 2014 issue of the Social Media Visionaries report.And that’s it! In just 3 easy steps, you’ve now generated more background informa on about your exis ng contacts, quickly and for FREE, than most people can find out through an expensive third party research project. Use this informa on to fine-‐tune your marke ng campaigns for be er results – both on and off of Facebook!

What’s New in Facebook?On an almost weekly basis, Facebook releases updates and new features throughout its pla orm. Most of the me, these li le changes happen without fanfare, and you only find out they’ve released something new when your interface looks different. This month, I wanted to call your a en on to changes happening to one of the three major ad types within Facebook, the right hand side ads. If you’ve no ced some changes recently to the look and feel on the ads you see on the right side of your screen, here’s what’s going on:

Larger Right Hand Side AdsOn almost every screen of Facebook, there are small ads that run on the right hand side of the screen. Facebook calls them “right hand side ads”, appropriately enough! For years now, many marketers have debated whether they work, and if so, how well

as compared to the larger ads that display within the news feed

(the main part of your Facebook screen). Personally, I have had great success with right hand side ads for

some of my clients, and not much success with other clients. It seems to depend on the industry and the offer, and you only really know if you test. But the good news is that Facebook has just released a new format for right hand side ads. They are now bigger, and according to Facebook, offer higher click thru and conversion rates. Here is a par al screen capture I took showing a mix of the older and newer ad formats, so you can see the difference (See image at right).As you can see, the newer right hand side ads are much larger and arguably more engaging than their smaller predecessors. Also, the good news for marketers is that you no longer have to upload smaller images sizes for the right hand side ads. Now, you can simply upload a single image (dimensions 1200x628), and Facebook will resize the image as needed for all its different ad types. As Facebook rolls out the updated right hand side ads across its users, you’ll see fewer and fewer of the older, smaller ads and more of the larger, more engaging ads.So how does this impact you? If you are a Facebook adver ser who stopped using right hand side ads, it’s me to give them another try!




If you’re not currently running Facebook ads, then this news won’t impact you as much, other than to encourage you to pay a en on to the right hand side of your screen in Facebook and watch how it changes over the next month or two as they roll out the new ad type.

For more informa on on the thinking behind the change and the updates Facebook is making to the right hand side experience, visit: h ps://www.facebook.com/business/a/right-‐column-‐ads

INSIDER’S TRACKRachel Haviland, Ph.D., Google Plus

THE


Google Plus Now Allows Anonymity

A er 3 years, Google Plus admi ed it was wrong to require that you use your real name to register on Google+. Un l July 2014, pseudonyms, nick names etc were not allowed and your account could be inac vated if they found out you were using a different name. In countries where ci zens can be arrested based on their online ac vity, like Iran, this was a real issue and put their safety at risk. For most of us, safety is not an issue, although some people prefer to keep their online ac vi es more private. However, you may choose to use a different name or a nickname that people know you by. If you are new to Google+, the registra on process now allows you to create a new account using any name. You simply need to enter your desired name in the “First” and “Last” name fields; however, you are free to use any symbol or punctua on mark instead of an actual word. If you wish to add a nickname, see the instruc ons below for changing your name.

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Change the Name on Your Exis ng Google+ AccountIf you already have a Google+ account, you can change your name: 1. Go to your own Google+ profile 2. Hover over your name – a ‘Click to edit your name’ box will appear 3. Click on the box to open the ‘Edit Name’ dialog box 4. Change your name here, or click on ‘More Op ons’ to add a nickname 5. Click ‘Save’ 6. Click ‘Change Name’ in the next box to confirm the change

Above image applies to step 2

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Rachel Haviland, Goggle Plus

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Below image applies to step 4

Here I could have changed my name, added Ph.D. to the end or added a nickname

Below image applies to step 6

You can learn more about name changes in Google+ at the following links:

h ps://support.google.com/plus/answer/1228271?hl=enh ps://support.google.com/accounts/answer/112783?hl=en

Name Change Tips • Think carefully about the name you want to use: Google will limit how many mes you can change your name within a certain me frame (3 mes in 90 days), so you may have to wait for 3 months before you can change your name again. Be smart: Get it right the first me!

• One key to remember is that your name may take a while to populate across Google, so be pa ent. • When you do change your name on Google+, it will change your name across ALL the Google products you use that are linked to your Google+ account (Gmail, YouTube etc). • Of course, it goes without saying, don’t use the name of someone else and pretend to impersonate them! Google+ will just suspend your account. • If you find you have mul ple Google+ profiles, that have been associated with different Gmail accounts you own, simply login to the Google+ profile you want to delete, go to h p://plus.google.com/downgrade and follow the instruc ons to delete your profile.

Is Google Authorship Dead Already?Google Authorship allows content authors to connect their Google+ profiles to their online content, allowing them to establish original ownership. This works for blog posts and other content published around the internet on sites where you are a Contributor.The result has been the benefit of enhanced “rich snippet” results that appear in the search engines, which show your profile photo as the author, as well as the number of Google + circles that include the author. This gave you increased credibility and authority and increased click-‐through rates on those results when they appear in the search results.

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However, a er three years, Google has decided to remove the Google+ profile photos of the authors and Google+ view counts from the search results. Google claims to be cleaning up the visual design of their search results, to create a be er mobile experience and generate a more consistent design across devices. This is en rely plausible, given the fact that mobile usage is likely to surpass desktops as the primary method of accessing the internet and mobile search may well pass desktop searches before this year is

over. Perhaps they used Authorship as an incen ve to adopt Google+ and encourage more users. The more likely reason is that free branding through authorship was taking away clicks from their paid ads and affec ng their revenue.Whatever Google’s jus fica on is for removing these features, the benefits of having your photo and circle informa on included in search results has gone away. So is it s ll worth se ng up Google Authorship on your content?You can expect that that click-‐through rates on your lis ngs will decrease, probably quite sharply, now that they once again appear as a plain text lis ng. YouTube videos, which show an image taken from your video, will most likely take over again in popularity.If you’ve already connected your content to your Google+ profile and established authorship, there’s no reason to remove it. You may s ll enjoy some benefits in search results. If you’re thinking about integra ng Google Authorship to claim ownership of your content published to date, it’s s ll worth doing. It’s doub ul that Google will give up on the idea of monitoring the authority of an author and the associated Author Rank and then give higher rankings to content wri en by a respected and authorita ve writer. You can guarantee Google is s ll tracking the data on authorship, as well as interac ons with your content! So it may be something that pops up again in the future, in a modified form, plus you s ll get the benefit of establishing your authorship of the original content you produce…and since plagiarism online is s ll rampant, that’s not a bad thing.We’ll keep you posted on any updates, so stay tuned to future issues!

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How to Run a Marke ng Campaign on Google+Running a marke ng campaign on Google+ allows you to increase your brand awareness, both through Google+ and Google Search, as well as build rela onships and trust with your target market. Google+ has some unique features that allow you to maximize the performance of your marke ng campaign on Google+. From Circles to Hangouts, this pla orm allows you to engage with your audience in ways that are lacking on other social media pla orms!Above all other social media pla orms, Google+ users value transparency, disclosure and openness. Bear this in mind as you begin to promote your brand on Google+ will lead to increased engagement and trust.Here are some Google+ Pro Tips on how to plan and execute your marke ng campaign:Step 1: Plan Your CampaignBefore you even begin a marke ng campaign on Google+, think about what you hope to achieve. You need to have clearly defined goals for the campaign in order for it to be a success. Is your goal to create a fun and exci ng experience online designed to increase your brand awareness and reach? To encourage your tribe to connect with you on a deeper level on your website or through your newsle er? Or to ask for feedback you can use to develop a new product or service?Decide your focus and goals at the beginning of the campaign and use this to guide your decision as you move forward. Create a vision and a mission that is more than just increasing the bo om line of your business. Give your campaign a fun and memorable name then decide how long the campaign will last: from 1 day to a month or longer. Create a hashtag specifically for the campaign to allow your community to share and interact in the conversa on.Consider the content you need to create, whether you will need images, videos, podcasts or blog posts etc that you can share

throughout the campaign to share your message and connect with people.The more planning you can do in advance, the more successful your campaign will be!Step 2: Invest me in building your networkRolling out a campaign on Google+ is pointless if no-‐one is listening! Spend me building your connec ons and rela onships with the people who love what you do. Find Google+ communi es filled with people who are passionate about your topic and connect with them on a personal level.Use Google+ Circles to segment your audience depending on their interests or how you interact with them. Build a Circle just for your campaign and invite people to join. This allows you not only to share informa on with those who have requested it, but also invite their interac on and contribu on, crea ng a community atmosphere. People love to be a part of a movement, something big, so work on ways to get your tribe involved in your mission.Step 3: Roll out your campaignOnce you have built your network, start sharing private messages with your campaign Circle. Share more about what you have planned coming up and when you expect to launch your campaign. Share with them ideas on how they can be involved to generate expecta on and excitement.No fy your new community in advance of when you will begin, so that your ini al post gets great exposure and your campaign starts off with a bang!A great way to launch your campaign is with a Google+ Hangout! Invite your Circle to join you on a private Hangout where you share useful, fun and educa onal informa on about your topic. You can use Hangouts to interview a key person in your company or industry, hold a panel discussion or even give a presenta on through screen share.

Top Google+ Post Tips 1. Unlike other social media sites, there is no character limit on Google+ posts. Post a sentence or post a 500 word blog post, either way, it will all fit into a Google+ post 2. Use keywords in your posts to maximize exposure through search 3. Made a mistake? No worries, Google+ allows you to edit your post, even a er pos ng 4. Encourage readers to engage with you – ask ques ons and include a call to ac on 5. Be responsive – interact with your readers, +1 their comments and reply to them 6. Add high resolu on photos or images to get larger posts in the stream 7. Include a mix of images (animated GIFs are very popular on Google+) and videos 8. Include hashtags to make your posts on a topic easier to findGoogle Pro Tip: If you are looking to get more exposure for your brand, post your original content on your Google+ Business Page first and then share it using your Google+ personal profile, adding a comment as to why people should read the original post. This will give your brand (Page) the maximum exposure. Each me someone shares the post, it will show that your Page originally shared the content and will also contain your brand name, a link to your Google+ Business Page and also the Hovercard, giving them more informa on about your business as they “hover” over your name in the post.Stay tuned for more Google+ marke ng ps in future updates!

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INSIDER’S TRACKChuck Hester, LinkedIn

THE


U lize LinkedIn Status Bar to Build Your BrandOne of the most underu lized features of LinkedIn is the Status Bar. It is, however, one of the best ways to build brand equity for your business, posi on yourself as a subject ma er expert, and a ract new customers.Here’s what you need to know: 1. What is the Status Bar?

Located on the LinkedIn Home Page, the LinkedIn Status Bar allows you to send short status updates – not unlike a Facebook post – to your network on LinkedIn.

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With the Status Bar, you can share updates with:a. The “public” – the LinkedIn community in generalb. Linked and Twi er. If you have connected your Twi er account with LinkedIn, when you post on the Status Bar it will automa cally post on your Twi er feed, as well.c. Connec ons. You can type in the name of a LinkedIn Connec on and it will go directly to them in the form of a LinkedIn message.

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Chuck Hester, LinkedIn

One note: if you click share with “Public + Twi er” you will have a 140 character word count appear on the bo om of the Status Bar. This way you know you are not going over the character limit when it posts to Twi er simultaneously. 2. What is the best way to use the Status Bar?

The Status Bar is designed to share informa on with your LinkedIn network, poten al customers and partners. It can be used in a variety of ways to promote your business. Unlike LinkedIn Group posts where you need to be more “subtle” with your messages/posts, on the Status Bar you can post straight forward marke ng messages without hassle. You are in control of the message!The types of posts that can be added to the status bar can include:a. New product announcementsb. A blog post you published on your company blogc. An ar cle that highlights your company/interview with you or one of your execu vesd. Upcoming events you’re involved with, or are sponsoringPre y much anything can be posted here, but keep in mind that LinkedIn is a business network, and the informa on should be business-‐oriented.The bo om line on all of this is finding ways to post a Status on LinkedIn that will do one of two things:a. Be interes ng enough to want the reader to click on a link that takes them to your website

b. Posi on you/your company as a resource to the LinkedIn community.

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3. How to Post on the LinkedIn Status BarHere is a step-‐by-‐step guide to pos ng using the LinkedIn Status Bar:First, go to the LinkedIn Home Page and locate the Status Bar.Click on the “Share With” drop down menu to determine where you want to post and click on your choice:



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Note: if you choose NOT to post to both Public (LinkedIn community) and Twi er, you are not restricted by the number of characters you can post.

Next, type in your message in the white sec on of the Status Bar.

Once you have finished your post, hit the “share bu on”



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4. Who sees your Status Bar Post?

Once the Status Bar share bu on is clicked, it appears on your home page and on the home page of your connec ons as well. You then have the opportunity to share this update, and your network can do the same.

5. How to share your updates with others

Once your Status Bar has been posted you have the ability to share it with others or send out to Twi er if you didn’t originally. Simply click on the “share” bu on on the published update:



This will open a dialogue box for sharing:

Then you can share with the public, more connec ons or add the Twi er post.

6. Final notes Be careful not post too many updates – three to four a week is fine. You should be more selec ve about what you post on LinkedIn. It’s not about what concert you saw or what you had for dinner.Make sure the informa on is relevant to your business, the community and your current and prospec ve customers.Remember, you control the messages posted. You decide who sees them, and how o en they go out. By sharing updates with your network and the LinkedIn community you help to build brand equity, drive traffic to your website and a ract more customers.

INSIDER’S TRACKGary Hyman, Twitter

THE


3 Prac cal Steps: How To Find, Develop, And Nurture, Influencers Rela onships On Twi er Imagine having a good business rela onship with someone like Michael Dell, where you could pick the phone and ask him to help promote your products to his exis ng customers. Every business person desires a business rela onship like this; Someone who can influence the ac ons of many people with a simple message on your behalf. Influence on Twi er works in a similar way. It is extremely powerful to have a rela onship with an influencer on Twi er. Influencers on Twi er, are individuals who can influence (e.g. purchase your products ) their followers in a single Tweet. Influencers rela onships on Twi er, if done correctly, will save you me, effort, and money.This ar cle will show you: -‐ What you need to do before finding your industry influencers on Twi er -‐ Two tools that will help you the locate your industry influencers on Twi er, -‐ Techniques to help you establish a business rela onship with your influencerBut first, a li le background on Twi er and Social Media influence; What it is, and how it’s measured...Twi er And Social Media InfluenceSimply put, influence is the ability of a person to drive ac on. The greater their influence, the be er their ability to make things happen. Barack Obama, Sheryl Sandberg, and Charlie Rose are excellent examples of influencer – the ability to drive significant ac on amongst a large crowd of people.

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No ce that each of these influen al people have a two digit number associated with their profiles. That number represents their Klout score – a metric that indicates their influence on Twi er (and other Social Media Networks).A Klout score of 80+ indicates a person with significant influence within their industry. A score in the range of 60-‐80, typically indicates someone with a degree of influence within their community.Everyone has influence. You too! You can find out your Klout score by logging into Klout. A Klout Score is calculated from 1-‐100, and measures influence by aggrega ng: a) The number of Social Networks you belong, including Twi er. The more social networks you belong too, the higher your Klout score – the higher your influence. b) The frequency of engagement. The more you engage on the various social media channels, the higher your Klout score – the higher your influence. c) The quality of engagement. The more you engage with others who have high Klout scores, the higher your Klout score – the higher your influence.

Kred is another popular influencer metric. It is similar to Klout, but measures trust and rela onship through various inbound and outbound ac vity.

Kred is known for their transparency. Every Twi er and Social Media ac on (about you and by you) is assigned a point value, which you can view in real me. Kred also breaks scores into categories, giving you (and others) be er transparency about specific category influence.There are many other Twi er and Social Media metrics that measure influence. Measuring influence is a complex task, but it boils down to:

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Gary Hyman, Twitter

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-‐ The Influencer is consistently ac ve on many social media networks (not just Twi er), -‐ They share high quality and relevant informa on, which tends to be reshared by others, -‐ The Influencer tend to deliver their messages with impeccable ming, reaching huge amounts of people in a short me, -‐ The audience demonstrates a high level of confidence and trust in the influencer, -‐ The influencer is generous, and believes in paying-‐it-‐forward ac vity, where appropriate.Now that you understand the mechanics of influence on Social Media, and how it is measured, the next step is to define your influencer persona.

Step #1: Define Your Influencer PersonaDefining your influencer persona will help you find the influencers who are relevant and meaningful to you and for your business. The following three ques ons will help you define an influencer persona. 1. What business focus/niche/industry is my focus? 2. What content does your audience consume? 3. What are the demographics of my target audience?You are seeking influencers that are closely aligned to your niche, industry, and the content that your audience consumes. Be as detailed as possible when building your influencer persona. The persona will save you me by helping you target the right influencers on Twi er. As an example, my influencer persona contains…They service the following niches: Social Media, Twi er, Business Startups, Digital Marke ng, Blogging, Online Lead Genera on, Online Traffic Genera on.My audience consumes the following content: Social Media strategies & how to’s, List building strategies & how to’s, traffic genera on strategies & how to’sThe par al demographics of my audience: Business Professionals, more than 20 years business experience, understand importance of online presence, but not sure of correct strategies and how to implement, male, b2b focus.

Gary Hyman, Twitter

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Step #2: Find Your InfluencersYour influencers will typically have tens of thousands more followers than you, be well respected by their followers, and be authorita ve in their industry. As an example take a look at my men ons and follower count compared to one of my influencers:Influencer Kred – Guy Kawasaki My Kred -‐ Gary Hyman

Followerwonk is one of my favorite tools for finding industry influencers. The search capability of the tool returns results that you can sort by influencer ranking. The influence ranking score is similar to the Klout score. The higher the ranking the more influen al the person.Login to Followerwonk. If you are new to Followerwonk, create a new account, and authorize it to be associated with your Twi er account.You may already have influencers following you. Dissect your own followers on FollowerWonk, using the “Analyze Followers” func on.

-‐ Insert your twi er handle into Analyze Followers Search Box -‐ Find the followers that have an 80+ ra ng -‐ Hover over their picture to read their bio. If their bio resonates with your influencer persona, make sure you are following them. Repeat this ac on for all 80+ followers


Gary Hyman, Twitter

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FollowWonk also provides the ability to search bios that contain specific keywords in a profile. Those keywords should be associated with your influencer persona industry or niche. -‐ Find the bios that contain your industry and niche keywords by using the “Search Twi er Bios” func on of FollowerWonk. Sort the list by ascending Social Authority

-‐ Read the bios of the individuals that have an 80+ score, and if they meet your influencer persona criteria, make sure you follow them. -‐ Confirm the Social Authority of each of your influencers by using Klout and Kred.Twtrland is another excellent tool to find your influencers. It allows you to narrow your influencer search criteria by country, age, and gender; Giving you the ability to more closely find your influencer by your desired demographic. -‐ Edit your profile by upda ng your skills and how you influence. -‐ Click on the Home bu on and Twtrland will recommend “Friendly People” and “Top Influencers”.

-‐ Open the Full Profile of the Influencer, view their “Ac vity”, “Popularity”, “Communica ve” ra ngs, and dig deeper into their Twi er content to gauge if they fit your criteria of an influencer. If they do, then follow them. -‐ A more accurate method of using Twtrland to find your influencers, is to click on the Influencer bu on, and select your influen al skills from the list. Narrow your search criteria to “Power Users”, and to the demographics of your influencer persona. -‐ Once again, open the Full profile of the influencer, and assess the fit against your influencer persona. If they meet your criteria, then follow them.


Gary Hyman, Twitter

-‐ A more accurate method of using Twtrland to find your influencers, is to click on the Influencer bu on, and select your influen al skills from the list. Narrow your search criteria to “Power Users”, and to the demographics of your influencer persona. -‐ Once again, open the Full profile of the influencer, and assess the fit against your influencer persona. If they meet your criteria, then follow them.

Step #3. Developing The Rela onshipThe next natural step a er finding your influencers, is to add them to a Twi er list that you designate for influencers. By doing this you can monitor their Twi er stream easily. -‐ Monitor your influencer list, and Retweet content that you feel is beneficial to your audience. -‐ Start a Twi er conversa on with your influencers. Perhaps find a common interest – read their bio, blog, etc. -‐ Find ar cles that your influencers have posted on their

blog and share them on Twi er. Make sure the shared Tweets contain their Twi er name. If they do not, manually append their @twi erhandle to the end of the Tweet. Their @twi erhandle will alert them that you have shared their content.

-‐ Con nue to share and Retweet their content, without any expecta ons. Just pay it forward. Don’t be disappoint if your influencer does not follow you back or reshare your content. Persistence, and perseverance will eventually pay dividends. However, if you feel there is absolutely no reciproca on, you may remove the influencer from your Twi er list. -‐ Develop and nurture the rela onships, where possible. If possible, extend your influencer connec on to other Social Media pla orms and an offline environment.Closing WordsJust like all marke ng efforts, your business success will come down to targe ng the right people in your industry and niche. It is far more effec ve having fewer followers who are influen al than a 100,000 who are not influen al. Having influen al followers means that you have the possibility of reaching many more targeted people with your Tweets, resul ng in increased blog traffic, and ul mately being able to show your products to more interested people. -‐ Define the persona of your influencers before you start looking for them. -‐ Use the mesh of tools to find your influencers. The tools will help you short circuit the influencer discovery process. -‐ Just like all trusted rela onships, influencer rela onships take significant energy to develop. Persist. -‐ Do not ask for your influencers for favors before the appropriate me. Just pay it forward, share and help them. Comment on their blog, Retweet their Tweets, and have authen c online conversa ons.

-‐ Be pa ent, and reap the rewards of influencer rela onships.

INSIDER’S TRACKMario Fachini, YouTube

THE


Instead of Trying to Get Everyone’s A en on, Why Not be so Cap va ng They Can’t Look Away?You have the ability to share your business wisdom with your audience through video, the ques on though is “What should you say” Well my friend I will give you a game plan for just that, and the even more exci ng news is that, When you are on video, YOU HAVE ALL THE AUTHORITY AND CREDIBILITY!In this month execu ve summary I will be sharing with you why your video’s CONTENT is crucial, even if you think audio and ligh ng is most important. You have to get your audience’s a en on, but once you do you have to CONNECT with that audience. No one cares how much you know un l they know how much you care, and the best way to connect is with ques ons. Show that you care by solving your customer’s problems.CLARIFY YOUR CONTENT IN YOUR VIDEOSI know you got the greatest product or service on the face of ever but your customers and audience are thinking “What’s In It For Me?” I am going to show you how to ensure a great content in your marke ng videos.So let’s first test your marke ng content and when we have a clear headline for your video I will show you step by step how you can fix this problem today!Video Content Test #1 The “Does it help them ?” TestThink of your current customers and while taking a look at your exis ng marke ng, ask yourself “Does it help them” Are you talking about you and how great your company is? Or are you genuinely giving your audience a reason to listen and trust you as the authority?

The content you produce in your videos has to do 1 Thing, and that 1 thing is serve your audience. They are trus ng you with their me, energy and money to solve their problem. If it doesn’t help them not only do they s ll need help but they will stop listening

to what you have to say and following your compe tor that knows how to solve their problem. However, you are subscribed to the SMV Monthly Execu ve Summary and we won’t let that happen here.

The easiest way to serve your customers is by doing 3 things: 1) Produce content rich videos that answer your customers most frequently asked ques ons. 2) Create video’s that answer your customer’s ques ons they SHOULD be asking. 3) Get video reviews from your exis ng customer, to set your new customers at ease.Once you have videos from these 3 categories it’s me to upload them !

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Mario Fachini, YouTube

Now let’s show you how easy this is to achieve. 1) Simply go to the top right and click on the upload bu on as shown below.

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2) There will now be new op ons that appear, simply click on [ SELECT FILES FOR UPLOAD ] as shown below.

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Mario Fachini, YouTube

That is it ! :)

You will want to make sure you do this for all your videos so that the branding is congruent along all online proper es in order to ensure a first class user experience to all of your current and future prospects.Join me in next months issue of the execu ve summary where I will share with you how we will achieve Hollywood looks on a main street budget!

smv executive summary august 2014

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