Social Star e-ttraction Presentation - Social Media for Sales

Social Media for Sales
March 15, 2016
©Andrew Ford

www.socialstar.com.au
A bit about Me

ATTRACT RATHER THAN FIND
e-ttraction™ Marketing

Business
has
Changed

Have You?
What’s Your Digital Brand?

The Challenge
Move Faster Than Your Competition

Personal Branding

“Only 4.4% of all emails are actually being
opened (let alone read)”
“Only 1-3% of cold calls lead to an
appointment”
“84% of all B2B decision makers begin
their buying process with a referral”
- Google, HubSpot, SmartCompany
Sales Reality

What’s Your Sales
Process?

Sales Process
Sale
Trust
Interest
Awareness
Personal Close

Personal Brand Process
Tagline
Written content
Web presence
Visual Image
Social Media

Why LinkedIn for Business
• The only professional network on the Internet
• 6 million users in Australia – 1 in 3 business people
• 40% of users check their profile daily
• Only social media in China
• LinkedIn drives more traffic to B2B blogs and sites than
Twitter, Facebook and G+ combined
• LinkedIn members are 50% more likely to engage with
a company they engage with on LinkedIn

, be inspired
Photography
• Size: You can upload JPG, GIF or PNG files. The ideal pixel size for your photo is
between 200 x 200 to 500 x 500 so square
• Resolution: 4MB
• Tips: black or white background, lead forward, it’s all in your eyes, be inspired!
• Example: au.linkedin.com/in/elizabethbardwell

Step 1 – Visual Image

Step 1 – Photos umm…no

Your Photos
Before After

Positioning Tagline
• Size: 120 characters or approximately 15 words
• Four sections:
1) Adjective describing your experience in your market
2) The market you work in (your degree, qualification or main service)
3) What your niche service is
4) Who you work with or what specific value you provide
• Example: au.linkedin.com/in/antonellapoggi

Your Tag Line
Before After
LinkedIn:
Lecturer in
Osteopathic
Technique
(Indirect
Technique)
LinkedIn:
Experienced
Osteopath
specialising in sport
related injuries,
pain relief and
migraine

Linkedin
au.linkedin.com/in/metinaziret
Banner
• Size: 1400 x 425, gradation at the edges,
• Business: your logo or something that represents your brand
• Tips: photo you have taken is great, otherwise a stock shot can be used
• Examples: au.linkedin.com/in/metinaziret

Contact Details
• Email: ensure it is the company email address, you can have multiple
• Phone: company reception is fine or mobile, some people choose not to include
• Twitter: you can connect Twitter so your posts go out there too
• Websites: you have 3 to choose from and can provide a descriptive label

Biography
• Size: 300 words
• Job seekers/professionals: third person formal style
• Business builders: first person, informal style
• Leaders: can choose either depending on their style
• Example: au.linkedin.com/in/francisleach

Your Biography
Before After
Dr Cameron Kealy - Professional Biography
www.recharge.com.au
Dr Cameron Kealy is an elite Osteopath with over fifteen years experience working in private practice and a
particular interest in treating migraines. Deeply passionate about helping others and committed to ongoing
research, Cameron has undertaken a life long quest to discover how his
patients can reconnect with their bodies and attain good health and
wellbeing.
With post-graduate level qualifications, gained whilst studying in both the
USA and Australia and a particular focus on head and neck treatment and
Osteopathic Cranial technique, Cameron works with a range of people with
unique osteopathic issues. These can vary from basic extreme neck and back
tightness, to more serious conditions, which can result in reoccurring
headaches and migraines.
Cameron founded Recharge in 2004 in order to address the needs of
frustrated migraine sufferers. He found that most GPs or specialists prescribed medication to deal with their
patient symptoms, but it did little to fix the cause of the ailment and medication often came with unwanted side
effects like drowsiness or weight gain.
Under Cameron’s direction, the physicians at Recharge have designed a unique program, which unites proven
techniques of migraine treatment into a simple four-step process. By locally releasing the nerves in and around
the skull, restoring body alignment and taking the stress off the head and neck and addressing dietary stress and
other pertinent lifestyle issues including exercise, sleep or stress management, Cameron provides his patients
with a truly holistic solution. As a result, his patients have discovered that the program reduces the severity and
frequency of migraines, often to the point where they experience few, if any migraines at all.
He also consults with a range of sports people, from current elite AFL players with problem injuries, to weekend
joggers with niggles and office workers that have developed problems due to a sedentary lifestyle. In 2003,
Cameron as appointed as the NSW president of the Australian Osteopathic Association and has continued his
commitment to furthering the education of the next generation by lecturing in Osteopathic technique to
Masters students at Victoria University.
Away from the office, Cameron enjoys getting back to nature by running outdoors, a passion he’s had since
childhood. He also contributes to the community, supporting education programs for disadvantaged children
including The Smith Family.
Cameron is currently setting up The Migraine Clinic in Melbourne and hopes this will leave a legacy of making a
significant and lasting contribution to the treatment of ongoing migraines. Cranial Osteopathic Treatment is a
new area in science that has incredible benefits for migraine sufferers and with Cameron’s vision to combine the
best new techniques with traditional Osteopathic Treatment he hopes to revolutionise the industry and create
programs that work in conjunction with GPs or specialists in order to give the best possible outcome for
patients.
The ground-breaking work Cameron has undertaken has made a significant contribution to the medical
profession, to the betterment of patients around the world. His dedication and unwavering commitment to
helping people live happier, more enjoyable and pain free lives has inspired a generation of Osteopathic
specialists. With a belief that when people are feeling healthier, and adopting a healthier lifestyle, they radiate a
more positive effect on those around them, the effect of Cameron’s treatments is exponential.

Biography…
• First paragraph: Your tag line explained (50 words)
• E.g. Professional Real Estate Agent, focused on delivering service
excellence to home buyers in the Brisbane area
• Second paragraph: What is the problem you solve (50 words)
• E.g. Some Real Estate Agents have a bad reputation for service delivery. If
you have ever felt like your agent wasn’t on your side it’s time for a change.
• Third paragraph: What is the Solution you provide (50 words)
• E.g. I pride myself on turning around that perception with honest and
integrity delivered results
• Fourth paragraph: Why choose you (50 words)
• E.g. With 20 years experience in the industry and several awards for
service quality, I can guarantee my results. Just ask my customers!
• Fifth paragraph: What’s next, call to action (50 words)
• E.g. Email me at realestate@realestate.com.au and give me an opportunity
to show you the difference a passionate agent can make to your property
value.

Custom URL
• To change this URL to your name follow my instructions
• Try to get your name if possible
• If your name isn’t available try a middle initial or add your business name
• As a last resort use a substitute brand like I had to!

Experience
• Your Job description can have 300 words,
projects, references and documents
• The first paragraph can be the company
description from your website
• The second paragraph is what you do and
how you help people
• You can include projects you have worked
on that are related
• Ask for recommendations
• Include multimedia to add visual content
• Repeat with other jobs but add less content
the longer ago they are
• Less space for less time at the job
• Example: au.linkedin.com/in/carolbenton

Education
• Include all of your education regardless of how insignificant you think it is
• Try to find the logo for each institution to ensure visual appeal
• Provide a description of what you learnt and how it could help your clients
• Example: au.linkedin.com/in/brendanjwatson

Visuals
• There is a great opportunity to add
additional content to your profile
• Add PowerPoint from Slideshare
• Videos from YouTube
• Pictures
• Not websites links
• Example: au.linkedin.com/in/janflook

Company Logo
• Create a company profile
• Once you do you and your staff can
connect to it in your profile
• Tips: add personal photos to
increase engagement
• Create company information and
get your staff to re-post
• Example: Lifecare

Recommendations
• The social proof your clients want
to see
• Ask clients when they proactively
send you positive feedback
• Once they are published you can
use them in other materials

Endorsements
• Reflect your brand, it’s feedback
• The scale does matter
• Don’t change the formatting
• Only direct contacts can endorse
you so get some more!

Blog posts
• Blogging is the new gold SEO strategy, Google wants you to do it!
• Blog about what you want to write about, share you passion

Next Steps
• Spend 10 minutes a day on LinkedIn
• Connect to 10 people a day from your network
• Share at least 1 piece of content a week
• Follow ‘SirFord’ for latest tricks and tips! Facebook or YouTube
• If you know of a friend or business that needs assistance with LinkedIn or
Personal Branding let them know about me – I love referrals!
• Download a copy of Andrew’s book at www.andrewford.com.au/book

Step 5 – Social Media

Don’t be this guy

Your Social Media
Before After

Step 4 – Personal Website

Your Website
Before After

Results - Reach

How to stand out in a noisy world? Make a SPLASH!

Top 5 Branding Questions
1. Do I need Twitter, Pinterest and all the rest?
2. Should I only connect to people I know?
3. Should I go premium on LinkedIn?
4. Do I really need to blog?
5. How much do I share online?

V
Connect With Me
Andrew Ford
linkedin.com/in/
personalbrand
www.andrewford.com.au
#e_ttraction
Speaking
Consulting
Training

Social Star e-ttraction Presentation - Social Media for Sales

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