WELCOME TO FIRST FRIDAYS!Making Money Using Facebook and

LinkedInApril 13, 2012

About Jim Jubelirer• 14 years of $1M+ sales

• Expert in sales, marketing

and leadership

• Angel investor, RTP Capital

• Coach and trainer for Duke Leadership Program

• Frequent speaker, trainer and facilitator

• BA University of California, Santa CruzBA University of California, Santa Cruz

• MBA, CornellMBA, Cornell

• Graduate of Sandler Sales, Strategic Coach, numerous other personal and Graduate of Sandler Sales, Strategic Coach, numerous other personal and professional development programsprofessional development programs

About ActionCOACH…

• Our Mission: World Abundance through Business Re-Education

• Our Goal: Improve Business Performance and Personal Satisfaction

• Combines the best practices in leadership, management, business excellence, and personal development

• 1,300+ Coaches worldwide in 40 countries

Business Coaching Programs…

Upcoming Events

• May 3 First Fridays – Vote on your favorite topic today

• Summer Intern Program

Making Money on Making Money on Facebook and LinkedIn?Facebook and LinkedIn?

• No, you can’t. Forget about it.• Any questions?• For a small business, direct selling

will beat anything online, every time.

• BUT, online marketing platforms are becoming increasing important

Today’s FocusToday’s FocusTopic Amount of time

we’ll spend on it

•Strategic A lot•Tactical Some•Technical A little

“Closed course. Expert driver. Do not try this at home.”

Sales vs. MarketingSales vs. Marketing

• Marketing objective:–Generating leads

• Sales objective:–Converting leads into customers

MarketingMarketing• Target Market• Unique Selling Proposition• Guarantee• Must pursue multiple marketing strategies

at the same time (“10x10”)

Sales funnel

• Suspect

• Prospect

• Lead

• Shopper/customer

• Client

• Fan

• Raving Fan

Use different social media strategies to touch people who are in different parts of the funnel

Follow JJ’s Rule of ThreesDomains of Action

• Content–Marketing Objectives

• Context–Types of Messages

• Contacts–Call to Action

Follow JJ’s Rule of ThreesMarketing Objectives (Content)

• Awareness (Know)

• Engagement (Like)

• Conversion (Trust)

Follow JJ’s Rule of ThreesTypes of Messages (Context)

• Promotional

• Relational

• Informative

Follow JJ’s Rule of ThreesCall to Action (Contacts)

• Instructions for next steps

• Additional information

• Create a sense of urgency, why to do it now

Expense vs. InvestmentExpense vs. Investment• When getting started, just get

momentum started – don’t worry about results

• Goal is a positive virality*

• Don’t assume that if you build it, they will come – beware of the shiny new object syndrome

• ROI remains weak on many social marketing investments

*”Social Transmission, Emotion, and the Virality of Online Content”, Berger and Milkman

2011 $388M R&D – 4 times greater than 2 years ago

Average Gen Yer (under 30 yrs. old) has 696 friends (I have 276)

The World According to The World According to FacebookFacebook

• “People are increasingly relying on their friends to learn about brands, make purchase decisions and engage with brands in social situations,” a Facebook spokesperson said in a statement. “These conversations about brands are happening in social channels all the time. To make sure your brand is guiding that conversation and taking advantage of the opportunity to deepen relationships with your customers, you must build a connected brand.”

• Mark Zuckerberg: “A squirrel dying in your front yard may be more relevant to your interests now than people dying in Africa.” 

New Timeline – Better?New Timeline – Better?• Eye movement study of 6 leading brands,

according to SimpleUsability– Many of the new features going unnoticed or being

misunderstood.

– "The average user doesn't fully understand the new layout, or interact with it in the way intended," said Guy Redwood, managing director of SimpleUsability.

• Users liked the "About" button on brand pages: in many cases, easier to learn about a brand than it was on a corporate Web site.

• Pages can "pin" a post to the top of their Timeline for 7 days. Few brands are using the pin feature and, when they do, they have little impact on users.

New Timeline – Better?New Timeline – Better?

Linked – who - whaa?Linked – who - whaa?• Your LinkedIn profile is your second-

most important web identity (after your website). – Everything else is a distant third.

• LinkedIn is about relationship building. It is not a sales tool; it is a lead generation tool.

LinkedIn Step-by-StepLinkedIn Step-by-Step• Create a complete profile

– Create a unique profile name

• Request 5 recommendations

• Give 5 recommendations

• Join 5 groups

• Reach out to all your contacts

• Link to the relevant contacts from your contacts’ networks

• Add value by posting interesting information, updates, book reviews, etc

• To (cross-post) tweets or not to tweet? NOT!! Different mediums require different messages

• “Stalk your Stalkers” – Check weekly to see who has viewed your profile and if interested, invite them to connect

• View your contacts’ slide presentations and give them feedback

• Generate 3 new prospects from your current contacts or invite desired prospects to connect

LinkedIn CRMLinkedIn CRM• Both LinkedIn and Facebook are under tremendous pressure

to grow revenue to support their high valuations• Providing cloud-based business applications is a high priorty

for both companies• Expect to see more and more fee-based apps and features

that attempt to replace traditional software-based programs like email and contact management

• LinkedIn has many contact management features that are worth understanding and using

LinkedIn CRMLinkedIn CRM

Custom field to tag people for follow-up

The Network EffectThe Network Effect

LinkedIn - Outlook

Closing ThoughtsClosing Thoughts• Money is replaceable• Time is not – you can never get this moment back• Attention is scarce, and more demands are being placed

on our time and attention than ever– For instance, do you check your email first thing in the morning before

doing anything else? At night before bed?

• Multi-tasking is a myth – it is really serial tasking– The mind tires when being asked to switch between different tasks

frequently throughout the day

• Social media marketing holds great promise, but don’t let it distract you from your day job (unless it is your day job!)

• Social media is only one leg of a “10x10” marketing plan and, most likely, is not the most important strategy to execute.

QuestionsQuestions??

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Jim JubelirerCertified ActionCOACH308 West Rosemary Street, Suite 307Chapel Hill, NC 27516(919) 969-7818jimjubelirer@actioncoach.comwww.actioncoach.com/jimjubelirer