2. Proprietary Information Notice
This document contains confidential and proprietary information to and is to be used for the sole purpose of outlying a
strategy for Bill Kane. In consideration of receipt of this document, the recipient agrees to maintain such information in
confidence and not to reproduce or otherwise disclose or distribute this information to any person outside the group
directly responsible for evaluation of its contents without the expressed written permission of Bill Kane & Social Talk
Live.
3. Strategy Overview
Campaign Synopsis
This theme was built in the same mold as the way Rob Bryanton has cult his audience for the book, “Imagining the Tenth
Dimension”. Rob has built a cult-like following using YouTube and a Blog primarily to spread and dig deeper into his
message. The over-arching theme of this campaign is to “Expand and Apply” the lessons in your book to include
feedback from experts, reader commentary, and further analysis from you, via video to create a culture around this
ideology that you’ve hypothesized in How Things Work.
Overview of a Social Campaign
When starting from scratch, the first half of a social campaign can be split into four different phases. Evaluation,
Engagement, Education, and Expansion. The second half of the campaign consists of a Call to Action and Measurement
of Results.
It’s important to properly build relationships and engage with the existing audiences online before moving to the Call to
Action phase of a campaign. Premature “selling” can damage a brand and turn potential clients off from future
interactions. This strategy will call for 60 days in Phase 1, before evaluating the need to move to Phase 2. It also calls for
60 days for Phase II. This does not mean that clients, leads and sales cannot/will not be had in Phase I or II, just that the
primary focus should be building brand equity.
Campaign Phases
This campaign is broken into 3 Phases.
The First Phase will be called, “Book Awareness”. This Phase will be the only time you give away the book for free in this
campaign. You need a core set of readers to not only read but to share the book with people in their inner circles to get
a discussion going. This phase will also require the most work from you, but we promise, if you get through this phase
successfully, you will have duplicated yourself numerous times online, and your advocates will continue to spread your
message while you take a more managerial role.
The second Phase will be called, “Community Foundation”. This Phase will start with you identifying and entering into
an intimate dialogue with your advocates. You will encourage them to assist you in creating a living conversation around
the book to be hosted on your fan page (initially). They will be given titles and responsibilities to keep the conversation
going by asking thought provoking questions at appropriate times, and leading off engagement to lower the barrier for
other members of the community.
The last Phase is called, “Community Monetization”. This Phase will include you listening for needs in your community
and creating products from those needs. For example, if the community would like a resource to give them a better idea
of learning how to “feel” again, then you could either partner with one of your experts to create that product, or you
could create that product yourself. This is also when you will offer to start speaking for your community and host
teleseminars/webinars to further the conversation deeper. Your advocates will be the engine to push your message
further into the social ecosystem, and as more advocates are created, then you may have the opportunity to give them
more of a managerial role over the entire community, freeing you up to create more products and build the appropriate
offline relationships.
4. Campaign Measurement
Phase I Measurement
Measuring this campaigns effectiveness will be on two separate levels. First, a Klout Score will be monitored to see the
amount of influence that Bill has with his following. This is important to gauge how content and conversations are
progressing. Also this score will give some insight to who the influencers are within Bill’s audience and have him focus
on conversations there.
The second level will be a raw account of the net following attained for Bill between both of his accounts. The final
metric will be the percentage of interactions Bill has with the impressions that your fan page gets with its clients. Book
downloads and reviews will be tracked as well.
Phase II Measurement
In the second phase, metrics will be to measure the amount of ‘touches’ Bill has with his readers moving towards
building a community around the book. We primarily use the Facebook Insights panel and Application Insights panel (if
necessary) to gauge the amount of interaction that Bill has with his audience. These metrics should be looked at weekly,
and are usually 48 hours behind. So on Monday, you would evaluate the previous week of activity.
Phase III Measurement
Phase III will be measured by opt-ins into Bill’s monetization events. Number of attendees to live calls, number of
registrations vs. attendees, and of course, number of items sold. We will also keep a minimum number of touches with
experts and calls to action for Bill to begin to speak about the book itself.
5. Platform Specific Strategies
Book Awareness/Community Monetization – Twitter
Twitter is where you will be able to enter the existing conversation in the self-help space. Twitter is a great bounce point
to get them over to your fan page/email list. This is your first connection to bloggers/reviewers, possible partners for
future “How Things Happen” centered ventures & a way to build a true fan base by having direct conversation with
those who have bought the book (Ex. Taking pics of books you have autographed and twitpic them to the person who
purchased the book)
Twitter Strategies
1. Person to Person Outreach
Purpose: Your book clearly outlines how things work, but your book itself states that the conversation
surrounding these things can go on forever. Your goal should be to find these conversations and suggest your
book as a reference point. This will lead you to “regular people” who will give you your first testimonials.
2. Expert Outreach
Purpose: There are experts in every field (i.e. The Body, Thought, and Feeling) that you can reference to get an
industry opinion of the forces talked about in your book. Seek them out on Twitter and engage with them. This
should lead to interviews, and content creation that will support your first community.
Content Frequency:
1. Listening: You should have Google Alerts sent to you daily that should take about 10 minutes to peruse through.
2. Conversations: You should spend twice as long looking for conversations as you do in having them. So if you can
only dedicate 20 minutes to finding the right conversations to be in, then you should spend 10 minutes
scheduling them during the day
3. Expert Outreach: You should be sending at least 2 Tweets to each expert that you are targeting a day.
Phase I Tactics
In Phase I Bill will have two (2) main goals: First he will need to engage and build rapport with both Experts (for content
creation), and readers (for advocate creation). Second he will need to drive traffic to his fan page in order for that
rapport to be built. The Twitter account, eventually, will be used as a virtual hallway for his new connections to flow
through to reach his community.
Phase II Tactics
In Phase II Bill will be using Twitter to funnel traffic with his new connections (both Experts and Readers) and engage
with the followers that he has who are native Twitter users. Not all of our audience will want to connect with you
though Facebook so we’ll have to use whatever platform is best for them.
Phase III Tactics
6. In Phase III Bill will be using Twitter to get people registered for his online events, while continuing the conversation with
Experts and Readers.
7. Community Foundation/Community Monetization – Facebook
Why This Attack Point – Facebook is where your audience is & where your free community lives until you monetize
them. Through Facebook we will be able to introduce community members to “How Things Happen”, grow the email list
and gain much needed testimonials, awareness & begin the process of building a following around “How Things
Happen”. This will lead to further paid products (i.e. DVD’s, Training, Speaking, etc.).
Facebook Strategies
1. Reviews
Purpose: The reviews that you get for the book are supposed to be used as a lightning rod to create
conversation. Adding the simple text of, “Do you agree with this review?” coupled with a few of your advocates
stirring the pot will lead to full blown conversations (and possibly arguments) happening on your page. This is
GREAT. As long as your platform hosts the conversation, you are wining as a brand. For that reason, don’t be
afraid to host negative reviews, as long as they have to come to your page to have the conversation, you’re
winning. You will train your advocates to handle out of line commenters, and you, as the admin, always have
the kill switch on hand to stop things when they go too far. One tactic is quoting a negative part of the review to
get the conversation going. For example, “’ [Negative Quote about the Book]’, Do you guys agree with [Authors
First Name]’s opinion? Let me know in the comments.” Is a great way to start the conversation.
2. Testimonials
Purpose: This will also create conversations, but not the lightning rod responses that reviews should be.
Testimonials should be skewed in a way to get the person giving the testimony to interpret what the book
showed to them, and then get the rest of the community to comment on if they agree with that perspective.
Because these will generally be very positive, they should not often result in the spirited debate that the reviews
should, but the conversations may go deeper than those posts.
3. Book Giveaway
Purpose: We know this sucks, but you’ve got to get your book in more people’s hands than it is now. The
interesting thing about the book is that there are opinions from you sprinkled throughout the text, and there
will be point of debate that comes from that, especially from those who may be religious. Putting the book in
the hands of people of all walks of like will give you the most diverse crowd to get engaged, which is the most
important part of the first phase. If you can’t get them talking, you can’t win in this space. First you have to get
the book in their hands. Because you will have built a rapport on Twitter before you send them to the Fan Page,
they will be more apt to download the book. You will need to follow up to get them to read it though. It’ll be
annoying, but it’s extremely critical to this strategy’s success that you get those first 20-50 people to read the
book and comment. You don’t want to have to cross a payment barrier in this phase, that’s why we removed it.
4. Build Email Opt-Ins
Purpose: Facebook only gives you a certain amount of options to connect with your audience. If you can get
them to give you an email address, which they should, you can connect with them offline whenever you like.
This will give you the most benefit in Phase III when you are trying to get people to come to your webinars and
other online events.
8. Content Frequency
1. Reviews
Post two a week if you can get that many. Have your advocates start the conversation with one or two
preliminary comments.
2. Testimonials
Post at least one a week. Let your advocates post the first comment response to it.
3. Other Content
Post other content about 2x a day for consistency. Allow your community to post openly on your wall whenever
they choose, as long as it’s appropriate.
Phase I Tactics
There should be no activity on Facebook during Phase I. If you like, you can have a fan page designed for your page to
help facilitate downloads from a welcome tab, but that would be up to you.
Phase II Tactics
In Phase II Bill will be using Facebook to corral all of his Twitter conversationalists in one place. We suggest a Day 60
Facebook “launch” where you let everyone know on a certain day to move the conversation to the page, which should
be populated with a couple of reviews, a couple of testimonials, and some discussion questions for your audience to dig
into. Your posting queue should always be a full week or two ahead of the current date, and you should be reviewing
your Facebook Insights weekly.
Phase III Tactics
In Phase III Bill will be using Facebook as the main hub for his community. At this time you may have possibly built a
small email circle, or Facebook group for your top advocates to organize the engagement on the page, but this isn’t
required (suggested though). You will use the Events tab and posts to advertise the events you will be hosting. Keep a
20% promotion ratio up until 2 weeks out from the event, and then you can move to 30% promotion for the final two
weeks. For example, if you post 10 things a week 2 of them would be promotional and 8 would be pure content, thus a
20% promotion ratio.
9. Book Awareness / Community Building / Community Monetization – YouTube
Why This Attack Point – YouTube is one of the more powerful platforms if you have a personality behind your brand. As
people we’re wired to connect with human faces before we ever connect with speech or written word. With that fact,
YouTube gives you a platform to prepare your audience to crave seeing you, Bill, speak about the book well before you
begin to speak publicly. Use YouTube to capture “in the moment” thoughts and additions to the book. Dig into some of
the ideas that you present, and answer reader questions via video. You can share snippets of these longer videos on
Facebook and Twitter, driving people to your YouTube community. If your Facebook community is the headquarters,
then your YouTube channel would be headquarters 1-A.
YouTube Strategies
1. Creating a Community of Responders
Purpose: At the end of every video that you post, there needs to be a direct call to action i.e. Leave a video
response to this video telling me what you think about xyz? This will get people in the habit of responding to
your videos and will spread your name in the YouTube community.
2. Post Every Video as a Response to a Popular Video (On Topic Of Course)
Purpose: The reason for this is very simple: views. Whenever a video is listed as a response to another popular
video it is the 1st one shown when someone looks at the main video. Video responses to other popular videos on
a particular topic/issue have an extremely high click through rate.
3. Bill As a Brand
Purpose: To turn you into a thought leader in the space. This will be done via your “Bill’s Thoughts” series, which
will cover your take on other books/works in the space as well as current events and your take on them. Also,
the video series “How Things Work (Explained)” series will allow you to elaborate in more detail on specific
points made in the book. Like all of your videos there will be a call to action at the end of each one.
4. YouTube as the Center of other Video Platforms (Using TubeMogul)
Purpose: To take the content you create for YouTube and spread through multiple video platforms without
having to post to all of them individually. www.TubeMogul.com allows you to do this by posting your content on
time and then share it on several video networks. The main ones to share to via Tube Mogul are:
www.youtube.com
www.vimeo.com
www.dailymotion.com
www.metacafe.com
www.veoh.com
www.viddler.com
www.bip.tv
www.sevenload.com
10. Content Frequency: 1 video post per week
Topics for Video Content
1. Bill’s Thoughts - Your take on other books/works in the space i.e. Rob Bryanton, “The Secret”
2. How Things Work (Explained) – Where you break down specific parts of the book in more detail
3. Video Response Contests
4. Contest Winner Videos
Phase I Tactics
Phase one on YouTube is for finding, adding, subscribing & commenting. During this phase your sole purpose is to use
the tube blaster pro software shown in the daily tasks section to find, add, subscribe and friend 200-250 people per day.
You will be doing all of the commenting by logging directly into your YouTube account (not using tube blaster pro) and
manually leaving the comments. What we are doing in this section is gaining access to a large audience of like-minded
viewers and content producers which we will later on enable you to share content easily and get feedback, video
responses, etc. fairly quickly. This phase will be ongoing and will begin simultaneously with phase two.
Phase II Tactics
In this phase you will begin creating your own content through the “Bill’s Thoughts” & “How Things Work (Explained)”
series. You will release 1 or 2 of these videos per week. When coupled with the phase one activities, you will start to see
a pickup in views, comments, responses, etc. around the 45-60 day mark. The first 45 days will be full of gathering,
friending, subscribing, & commenting. Even though you will be producing and releasing content during this same time
period there will be a lag time between when you first release it and when the audience participation catches on. You
will begin utilizing TubeMogul in this phase as well to spread your videos on other platforms as well. It’s in this phase
you will begin contests such as book giveaways to the best video response etc. in order to increase interactions as you
lead into direct monetization.
Phase III Tactics
In this phase you will begin more monetization type videos such as lead-ins to webinars where users will get snippets of
what they will receive in the full length webinar. All of these will end with a call to action such as clicking a link in the
text next to the video which will enable them to sign up for the webinars. This will also be when you will be sending
watchers of the videos directly to the page to purchase the book and any related items that are for sale at the moment.
11. Daily Tasks
Twitter Tasks
Finding People to talk to:
- Use tools like Tweepsearch and Listorious to find professionals that you can connect with online.
- Organize these people into Twitter Lists so you can see their updates daily.
- Making Twitter Lists
Communicating online:
- Be sure to connect with these experts on non-industry related conversation first. Ask a question, or comment
on their Twitter bio (personal, not professional) to start a conversation.
- Also stay aware of who your targets talk to. When possible, add more than one person into an “@” reply to
ensure that there is a response.
Keeping in touch:
- Use Formulists to organize a list called “People I talk to” and watch that stream for reoccurring conversation
opportunities. This list will automatically add people who have connected with you over time.
- How To Use Formulists
Resources:
Using Twitter: http://business.twitter.com/twitter101/
Listorious: http://listorious.com/
Tweepsearch: http://tweepsearch.com/
Formulists: http://formulists.com/
12. Facebook Tasks
Daily Facebook Interaction:
- Create 10 posts weekly in the following categories:
o Reviews – Post two of these a week. Once on Monday in the morning, and once on Thursday in the
morning.
o Testimonials – Post this once a week on Tuesday morning.
o Interview Snippets – Post these twice a week. Once on Tuesday afternoon, and once on Friday morning.
o General Content – This category includes quick questions, pictures, and quick tips that may support your
book’s ideas. Post this type on Monday afternoon, Wednesday morning, and Thursday afternoon.
Communicating online:
- Be sure to contact your advocates via email and remind them once a week to engage with your Thursday and
Friday content. These are the most active days for Facebook so you should maximize your exposure then.
- Fight the urge to respond to every comment. Communities grow best when it feels like the “owner” isn’t
around. Remember, let them talk amongst themselves and you’ll be the winner...
13. Phase I – Finding, Adding, Subscribing & Commenting - YouTube
Finding People to talk to:
- Purchase TubeBlaster Pro ($29.99 on time charge) and download it on the computer you will be performing your
YouTube work from.
- About TubeBlaster Pro: It is a great tool for adding friends and subscribing to peoples pages in mass. It also
works automatically so you can just set it at the beginning of the day and it will run on its own for the rest of the
day. You will just need to set the timer so it leaves space between each action, i.e. subscribing to a page or
adding someone as a friend.
- Use TubeBlaster Pro to find, gather and send requests. This will be done in the form of “Adding Friends” and
“Subscribing” to pages. *Note: On your YouTube profile you should remove the section that shows how many
pages you are subscribed to. After a while this number will be very large and you will much rather have people
only able to see how many people are subscribed to you.
- Go to the comments section of top performing videos in the space (while using the TubeBlaster software) and
add them to your “Gather” list. *These are people who are already active in the space, so you want them on
your “Friends” list and you want to “Subscribe” to their channels.
- Add 200-250 people per day as “Friends”
- Subscribe to 200-250 “Channels” per day
- Leave 10-20 comments on top videos in the space per day. *Note – Don’t use tube blaster pro to handle your
comments. Login to your YouTube channel directly and do the comments personally there. For some reason
tube blaster can become a big headache when it comes to commenting, and it’s actually a lot faster doing the
commenting by hand.
- Start and excel spreadsheet and put in 3-5 links per day of YouTube handles i.e. Youtube channel addresses of
key people/videos that would be great to direct video responses towards. This will be for both “Bill’s Thoughts”
& “How Things Work” (Explained). This will build your database up and give you plenty of places to leave video
responses with.
- Adding friends daily is crucial in phase one because when you are someone’s friend you have the ability to do
mass emailing to your friends of your new videos when they are released. This is a great way to increase video
views, likes, and increase the overall volume to which your content is shared.
- “Subscribing” to as many related pages as possible is big in this phase because of the law of reciprocity. A lot of
people will subscribe to your page once you have subscribed to theirs and/or left comments. This particularly
important to do during phase one as you are building the page viewership from scratch.
Resources:
TubeBlaster Pro: http://tubeblasterpro.com/
Phase II – Content Creation & Distribution – YouTube
- Create 1 or 2 videos per week for either the “Bill’s Thoughts” or “How Things Work (Explained)” sections
14. - All videos should contain a call to response, whether soliciting a video response, an email signup, clicking a link
to the main page or directly to where they can purchase the book
- Upload video as “Video response” to another popular video in the space of “The Secret”
- Create account on www.Tubemogul.com
Sign up and create passwords on the following video service sites: www.youtube.com, www.vimeo.com,
www.dailymotion.com, www.metacafe.com, www.veoh.com, www.viddler.com, www.bip.tv,
www.sevenload.com
- Upload content to www.TubeMogul.com
- Share content via TubeMogul.com
- Send blasts through YouTube to “Friends” via the YouTube message center letting them know of the new
content you have created. You are able to embed the video into the message so they can click it without having
to go directly to your page.
- Create 1 call to response contest video per month for a free book to grow the email list & volume of video
responses (Use TubeMogul for these videos as well)
- Send direct messages via YouTube to all contest participants and all video respondents thanking them for their
response and leaving them with a call to action.
Resources:
TubeMogul: www.TubeMogul.com
Phase III – Monetization – YouTube
- Create 1 video every other week that is a lead-in to either to the book or one of the related products/services
you are marketing at the time.
- Run it through the TubeMogul system
