How to Create a Social Strategy Focused on Engagement, Relationship and Community Building -- Dean DeLisle -- Forward Progress -- Social Jack -- Social Media Strategies Summit Chicago 2015

1. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc How to Create a Social Strategy Focused on Engagement, Relationship and Community Building

2. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc

3. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Dean DeLisle • Founder and CEO of Forward Progress, Inc. • Trains and coaches over 2,000 people per month • Trained and coached over 95,000 in social network skills • Over 30 years in business coaching, consulting and training • Call center, internet, emarketing, event management, lead generation, web seminars, elearning, eselling • Over two billion dollars sales, over 100 million leads, helped thousands of people using internet based lead • Financial services, real estate, professional services, legal, accounting manufacturing, telecommunications, technical, insurance, agencies, auto, retail, banking educational and channel sales…..

4. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc The Law of Familiarity determines that the more we spend time with and get to know anything, and the more something becomes just a normal part of life – the less we are excited about it or the less we give it the attention it deserves. We see this happen in all aspects of life – relationships, work, hobbies, exercise, initiatives and learning. Sometimes things just become… boring and our mind shuts down!

5. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Commit to Your Success

6. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Social Networks Where Does Your Organization Stand Now? YOU ARE HERE

7. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc How to Create a Social Strategy Focused on Engagement, Relationship and Community Building What you will learn today; •How the evolution of relationship marketing affects you •Why people buy from those they know, like and trust •The most effective ways to increase engagement in your social networks •How today’s mobile technology has streamlined relationship building •New ways to leverage your content to build trust among your community

8. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc What is Relationship Marketing? • Developed following Direct Response Marketing • Focused on customer retention, satisfaction, trust and relationships • Powered By • Relationship management • Relationship building • Social media marketing • Content marketing • Social and emotional intelligence • An intent to build community

9. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Relationship Management • Social Media Engagement • Content Sharing • Value Serving • Listening

10. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Relationship Marketing Why does it often not work for organizations? MINDSET!MINDSET!

11. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Relationship Community Building • Social Media Marketing • Increased customer engagement on social media leads to more visibility and increased followers • Social media and blogs account for 23% of all time spent online • Content Marketing • Valuable content increases online engagement • Interesting content is a top reason people follow brands on social media (Business2Community.com)

12. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Why Practice Relationship Marketing? • Trust • Rapport • Emotional connection • The numbers! • Probability of selling to existing customer is 60-70% while new prospects yield 5-20% (Marketing Metrics) • An engaged existing customer will spend 33% more than a new customer (Buzzle). • 47% of Americans say Facebook is their Number 1 influencer of purchases (JeffBullas.com). • 70% of buying experiences are based on how the customer feels they are being treated (McKinsey). • 70% of local businesses are using Facebook

13. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Evolution of Relationship Marketing (1) RELATIONSHIPMARKETING

16. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Core - Authenticity • Genuineness • Undisputed credibility • Real, honest, worthy of belief, sincere • True to one’s values, spirit, personality, and character despite external pressures • Congruence between who you are on the inside and how you are on the outside • Behavioral integrity – doing what you say ART & SCIENCE

17. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Network Science* Node: Individual Link: Connection between two nodes Cluster: Several linked nodes Hub: Large cluster, several clusters *Courtesy of US Army ART & SCIENCE

18. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Organizational and Team Impact (Internal) ART & SCIENCE

19. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Organizational and Team Impact (External) ART & SCIENCE

20. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Network Hubs Your Company Conferences Employees Charities Clients Partners Associations Hub: Large cluster or group of cluster of network connections. ART & SCIENCE

21. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Engagement • Percentage of consumers who engage with their favorite brands via social media by age • 23% of consumers ages 18-29 • 39% of consumers ages 30-49 • 38% of consumers above 50 • 87% of survey respondents indicate that online social engagement with a brand positively impacts their likelihood to purchase. Brafton.com

22. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Engagement Continuum Disengaged Mis-engaged Engaged Barely logged in Unconsciously liking things Posting and commenting Learning about person’s profile and background Engaging with intent to transform relationship for mutual benefit Transactional Conscious, Tied to Yearning & Emotions Transformational Dr. Bob Wright – Wright Graduate University

23. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Strategize to Build Your Community 1. Plan 2. Build 3. Launch

24. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Step 1 - Plan • Your services and value proposition • Your main goals • Target markets • Where you want to be found online

25. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Value • What products/services do you provide? • How do you compare to competition? • S.W.O.T Analysis? • How can you help others?

26. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Goals (Outcome) • Marketing • Leads • Traffic • Registrations • Friends • Connections • Comments • Sales • Dials • Clicks • Connections • Proposals • Closes

27. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Identify Your Target Who is your target customer/client/partner? • What do they look like? • What Industry are they in? • What size company do they work for? • Who do they know? • If they are consumers, what are their interests? • Who will you be talking to?

28. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Where Does Your Target Exist? • Facebook? • Twitter? • LinkedIn? • Google+? • Social Mobile?

29. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Where Do You Want to be Found? • Search keywords (Attraction/Pathway) • Your Web site (Destination/Pathway) • Mobile (Destination/Pathway) • Social media (Destination/Pathway) • Facebook • LinkedIn • Twitter • Google+

30. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Keywords – Law of Attraction & Retention! • What is your value? • What makes you different? • How would your ideal target find you? • What would they “Google” to find you? • Survey your targets!

31. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc

32. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Keyword Tools – our favorites • Google Adwords • Google Trends • Uber Suggest • Word Tracker • Soovle • Twitter (hashtag search!)

33. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Keywords – Law of Attraction & Retention! • What is your value? • What makes you different? • How would your ideal target find you? • What would they “Google” to find you? • Survey them! 1. Brand 2. Product 3. Competitor

34. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Step 2 - Build • Social media profiles (Attraction/Pathway/Destination) • Your target may determine which networks are best • Appropriate Web site/Landing Page/Microsite • Let’s do an inventory!

35. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Social Media Profiles

36. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Web site/Landing Page/Microsite

37. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Mobile 1. Reach new demographics 2. User convenience 3. Direct data (short capture)

38. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Building a Content Map • Remember • Value • Target • Keywords • Platforms

41. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Step 3 - Launch • Begin generating valuable content • Interact and engage with customers and prospects • Build relationships • Consistently measure (test) – Social CEO • Connections • Engagement • Outcome/Sales

42. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Connections Connection •Emails/Contacts •New Connections •New Followers •New Likes •New Subscribers

43. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Engagement Engagement •Likes •Comments •Shares •Direct Messages

44. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Outcome Outcome •Requests for Proposals •Orders •Sales •Emails/contacts •New connections •New followers •New likes •New subscribers

45. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Outcome Remember NOT WINNING, does NOT mean you are LOSING!

46. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Community Measuring Tools * http://social-media-monitoring-review.toptenreviews.com/

47. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Questions?

48. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Thank You!Thank You!

49. ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc Connect WITH us! dean@forwardprogress.net TWITTER: Twitter.com/FwdProgressInc TWITTER: Twitter.com/DeanDeLisle FACEBOOK: Facebook.com/DeanDeLisle BUSINESS PAGE: Facebook.com/ForwardProgress LINKEDIN: LinkedIn.com/in/DeanDeLisle www.ForwardProgress.NET

How to Create a Social Strategy Focused on Engagement, Relationship and Community Building -- Dean DeLisle -- Forward Progress -- Social Jack -- Social Media Strategies Summit Chicago 2015

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How to Create a Social Strategy Focused on Engagement, Relationship and Community Building -- Dean DeLisle -- Forward Progress -- Social Jack -- Social Media Strategies Summit Chicago 2015

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