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Shane Gibson Keynote Speaker | Social Selling | Sales Trainer | Social Media Strategy

Monthly Archives / July 2009

  • Jul 25 / 2009
  • Comments Off on You no longer own your brand so get used to it
Blogathon 2009, Events and Seminars, Internet Marketing and SEO, Marketing and PR, social media, social media podcast, social media training

You no longer own your brand so get used to it

You no longer own your brand. The customer owns your brand. Listen to this podcast and tell me what you think.

To Donate the the Vancouver Food Bank Click here or the image below. Every bit helps!

Blogathon 2009 for Vancouver Food Bank

Blogathon 2009 for Vancouver Food Bank

  • Jul 25 / 2009
  • 2
Blogathon 2009, Internet Marketing and SEO, Marketing and PR, social media, social media podcast, social media training

Should frontline sales people blog and about what?

This podcast is in response to the following question (via twitter):From @jaypiddy @shanegibson should front line sales staff blog? If so what should they blog about?

Have a listen to this podcast to hear my thoughts on the subject.

To Donate the the Vancouver Food Bank Click here or the image below. Every bit helps!

Blogathon 2009 for Vancouver Food Bank

Blogathon 2009 for Vancouver Food Bank

  • Jul 25 / 2009
  • 1
Blogathon 2009, Internet Marketing and SEO, Marketing and PR, social media, social media podcast, social media training

Linkedin Groups by Richard McLaughlin

A big thank-you to Richard McLaughlin for guest blogging on LinkedIn to help me out with my 24 hour Blogathon I’m doing for charity today.  Here’s Richard’s Guest Blog Entry

Linkedin Groups by Richard McLaughlin (@_McLaughlin )

There are many social media groups out there and I have come to the decision that LinkedIn has the best possibility for connecting with people of your niche. There are over 340,000 groups so everyone can be reasonably sure to find at least one group that find your niche. For example, there are over 1000 groups related to social media.

When you when you go to join LinkedIn groups make sure you choose a combination of small niche groups and larger groups. Don’t join a group on firefighting, with the intention of writing about knitting. That may seem like something that goes without saying but there are a lot of people that will join the groups with the most members and post garbage. MLM posts in a technical group. Maybe they are right to try, the numbers are more in their favor. The problem is that many group members ask to have people that make posts like this banned from groups, which can lead you to a site-wide ban.

On the front page of linked in there is a section where you can have questions posted for you to answer. Take advantage of this by answering the questions and remember to include a link back to your site. I have IT questions posted on my LI home page, I answer those there are really related to me. I avoid answering the open questions that do pop up (“what’s better black or white…”) because opinion questions in a forum can be too time consuming.

Once in a group, write a post specifically about the niche that the group covers. I mentioned MLM people posting in inappropriate groups and this example holds true for any group. Do ask questions. If you find a site that has not been listed in the group, then list it. Groups have job openings listed in one section and I have even found a way to get traffic by making useful posts for job hunters based by region.

With over 340,000 groups, the opportunities are close to limitless. By the time you have run through all the existing groups for your niche, you can be pretty sure that someone else will have made another group. And if no one has made a group, then you should consider making one yourself.

To Donate the the Vancouver Food Bank Click here or the image below. Every bit helps!

Blogathon 2009 for Vancouver Food Bank

Blogathon 2009 for Vancouver Food Bank

  • Jul 25 / 2009
  • 10
Blogathon 2009, Internet Marketing and SEO, Marketing and PR, social media, social media podcast, social media tips, social media training

19 Guerrilla Social Media Marketing Secrets

I had the fantastic opportunity to spend several days with Jay Levinson and his wife Jeannie while we were in Santiago Chile in April. Jay and I both spoke at the Annual Sales and Marketing conference put together by Seminarium, the leading provider of executive education in South America.

Jay Levinson has sold over 20 million books on Guerrilla Marketing making him the top selling marketing author in history.

Jay Levinson shared with audience the 19 secrets of Guerrilla Marketing. In essence a formula for effectively executing this brilliant grass-roots type marketing. Guerrilla marketers measure success based upon profit, not sales volume, web traffic or how well a name is recognized. With my experience in Social Media and sales I thought I would share with you how you can use this formula to effectively execute a Guerrilla Social Media Marketing Campaign. I have shared these tips three at a time on my blog as series. Today I’m putting them all in one place.

According to Jay if you memorize these secrets, you will exceed your most optimistic expectations in business. All of these secrets end in “ent”:

  1. Commitment – Mediocre will win over brilliant. The key lesson here is stay the course. Your social media efforts, whether it is blogging, video podcasts, twitter or a combination of these tools must be executed with a one to two year commitment. Stick with it, it will pay big.
  2. Investment – Guerrilla marketing is a recession proof investment. It will pay better than any traditional financial investment. The key thing is you will need to invest in Social Media. This will come not in dollars but time, energy, ability, money, reputation
  3. Consistent – Don’t change your identity. Brands, relationships, trust, and technology all take time for adoption and acceptance. Be consistent with your message and on-line social media identity.
  4. Confident – You must be confident and instill confidence in the customer. Use social media to listen to your customers. Jay says, “Service is anything the customer wants it to be.” Listen! He goes on to say, “Quality is what customers get out of your product. “ This is great information that can help you provide specific, on topic, brilliant solutions to your target market’s pains.
  5. Patient – Be patient. Be patient with yourself, it will take you time to master the Guerrilla Marketing “Weapons of Social Media.” Be patient as you build a community online, build roots and a foundation that will be un-shakable. Be patient with your target market, they will rush in to use and engage in social media, but they will do it in their time-frame.
  6. Assortment of Weapons – Use a diversity of tools. Start with a blog or highly socially enabled site. Then use and master all of the major tools. You will identify over time which ones you have a talent for using, and which ones your market responds to best. Today these tools may include:
    • Blogging
    • Video Podcasting (YouTube, Viddler etc.)
    • FaceBook
    • Linkedin
    • Flickr
    • Twitter
    • Forums
    • Ning.com
    • Digg
    • StumbleUpon
    • FriendFeed
    • Google Profiles
    • Tumblr
    • Ubertor (for Realtors)
    • Meetup.com
  7. Convenient – “Time is money is a lie. Time is life, don’t waste their time.” – Jay Levinson. This is critical, don’t make people work hard to find your information or consume the great content you create. Also don’t waste their time with 10 minute videos when you could say it in 3 minutes or even better, 3 Twitter tweets. Brevity is key in Guerrilla Social Media Marketing
  8. Subsequent – Always know what’s next, don’t write an e-book, write a series of e-books. Don’t just solve one customer pain, be in search of the next big thing that can help those who are connected with you.
  9. Amazement – “Tell stories because stories are not boring.” – People love stories, that’s why they follow you on Twitter, they are following the story of your personal brand at 140 characters at a time. Stories spark passion, get good at using social media to tell stories.
  10. Measurement – Measure your success, use tools like Google Analytics to track the traffic and behavior of those arrive at your site as a result of your social media activities. Don’t just measure profits either. Look at happiness, education, network growth, and positive community impact these are all other forms of profit.
  11. Involvement – Listen and engage, or even better give them platforms to communicate and share. Then jump into the conversation and let them know that you hear them. This could be building a Ning.com social network for people who are in your industry. It may be starting a new LinkedIn or FaceBook group. You can also use a tool like Meetup.com to get your online community to meet offline and cement relationships.
  12. Dependent – “The guerrilla’s job is not to compete but to cooperate with other businesses. Market them in return for them marketing you. Set up tie-ins with others. Become dependent to market more and invest less.” Begin to blog, do interviews and profile your cooperative competitors online and many will reciprocate and help you grow your following and client base.
  13. Armament – Arm yourself with all of the social media tools that your customer consumes or uses. Also find new markets through arming yourself with new social networks and mediums.
  14. Consent – Permission is number one if you are going to be a Guerrilla Social Media marketer. Take time to build trust and relationships and never overstate or overstep your relationships online with pitches and unsolicited messaging.
  15. Content – “Substance wins over style” Give real value, unique content and do it often with multiple social media weapons. If you want to dominate your marketplace using social media give more, and give more often. Your community and Google’s robots will reward you!
  16. Augment – Augment your attack; audit yourself and your strategy constantly. The world of social media is growing by the millions of members every month. You have to stay up on the tools and on the demographics of each medium. NHL Superstar Wayne Gretzky attributes his success on the ice to always knowing where the hockey puck was going to be versus where it was in the moment. He was always ahead of the game. You need to be the same way in the social media space. Ask: “What’s next?”
  17. Congruent – Make sure that all of your tools and messages work together. You should be layering each blog entry, twitter update, or FaceBook post like bricks in a building. They all are valuable but contribute to a greater masterpiece, your brand and reputation.
  18. Experiment – You will have little failures before you have one big success. Constantly test and be curious about the psychology behind what motivates and engages your customers, prospects and the online communities you participate. Remember that penicillin and gun powder were both invented by accident. Have fun, be engaging and bold and most importantly observe everything.
  19. Implement – The world belongs to those who are willing to implement. Put a solid marketing calendar together that includes core social media disciplines. Blog at least 3 times per week, update your Twitter status five or more times per day, spend at least 30 minutes a day pro-actively listening to your audience. Constantly devour information on how to hone your skills as a Guerrilla Social Media Marketer.
  • Jul 25 / 2009
  • Comments Off on groundswell book review
Blogathon 2009, social media, social media podcast, social media training

groundswell book review

Groundswell: Winning in a World Transformed by Social Technologies

Authors Charlene Li and Josh Bernoff of Forrester Research have put together a no non-sense practical guide to winning in a world transformed by social technologies.  Published by Harvard Business press this book is packed with comprehensive proof that social media is here to stay, and it has transformed how people need to market, lead, and interact with their clients, customers, and community.

A groundswell is “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”  This trend can be seen on e-Bay, Facebook, blog networks, Twitter, and Craigslist.  Some businesses according to Charlene Li and Josh Bernoff aren’t eroding away because of this trend, in fact they are winning by using these tools to engage the customer like never before.

The comprehensive Forrester Research around consumer and corporate behavior in the social media space makes it hard to argue with their hypothesis. In fact it gives business leaders real data and motivation to jump in to this space and profit. There are several topics covered on how to listen, talk, energize, and embrace the groundswell as a force in business. Packed with case studies and practical tribal stories of business success and failure within the groundswell, this book should be a requirement for all executives’ libraries.

The core message is “Within a few years a company that doesn’t engage in this sort of activity will look dated.”  As a business leader embracing the groundswell is a key “must-do” if you want to further leverage your network and fully engage your staff, clients and community. The groundswell blog and community can be found at http://groundswell.forrester.com

To Donate the the Vancouver Food Bank Click here or the image below. Every bit helps!

Blogathon 2009 for Vancouver Food Bank

Blogathon 2009 for Vancouver Food Bank

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