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

Monthly Archives / March 2010

  • Mar 28 / 2010
  • 7
social media, social media tips, social media training

What Guerrilla Social Media Marketers Know…

This is another (unedited) excerpt from the new book Jay Conrad Levinson and I are writing:

Guerrillas know that social media and social networks are bi-directional communications tools. Most of your competitors will be stingy with their real level of interaction and conversations with the marketplace. Chat more, contribute more, and listen more than your competitors.

Traditional Marketers Say:

Guerrillas Know:

Being conversational doesn’t scale. Positive conversations can go viral via online word of mouth and grow your brand geometrically.
You should find a way to automate your interaction and responses. Taking the time to personally tailor our messages and communications creates rapport and trust in our brand. Trust in our brand means business.
Broadcast messages across multiple channels, it’s a numbers game. Listening to multiple communities online can help us respond with the right message, to the right prospect at the right time. It means we don’t waste money, time or create noise.
Tease the market with free reports, meager discounts, and mass appeal offers. Giving real value, truly customized solutions, and things that will help our market will create loyalty and a desire to reciprocate and do business with us.
If you don’t get a return on investment from a community or target market, move on quickly and find a more receptive market. It takes many conversations and value added interactions to gain the trust, loyalty and mindshare of a community. Having ongoing dialogue and involvement with our connections is what it takes to make a guerrilla marketing attack fully pay. Investing long-term in the right market is always a good strategy.

Guerrilla Social Media Marketing – Copyright 2010 Jay Conrad Levinson – Shane Gibson & Entrepreneur Press

  • Mar 11 / 2010
  • 31
Internet Marketing and SEO, Marketing and PR, social media, social media tips, social media training

Guerrilla Social Media Marketing – Positioning

This is another (unedited) excerpt from the new book Jay Conrad Levinson and I are writing:

A guerrilla positioning story tells your specific niche the following:

1. What your corporate values are and what you represent
2. What you offer and specifically what business you are in
3. What makes you unique, and distinct
4. What you do better than anyone else
5. Who loves to do business with you (your target markets)

Guerrillas position through stories and conversations

The first step in positioning through social media is to get to know your audience intimately. Commonly referred to as social media monitoring tools, guerrilla intelligence tools allow you to sort through the millions of possible blog posts, Tweets, and videos honing in on relevant conversations by your target market. Once this target market has been identified, and their true needs, wants, communications style and culture has been determined then the conversation begins. It’s not a sales pitch, it’s a series of questions, value added content, and engaging conversations using multiple social media. Over time each of these little interactions forms and tells your positioning story. How you answer questions, share information and produce content must be consistent with your brand and the positioning story you want to tell.

Guerrilla Social Media Marketing – Copyright 2010 Jay Conrad Levinson – Shane Gibson & Entrepreneur Press

  • Mar 10 / 2010
  • 15
Internet Marketing and SEO, social media, social media tips, social media training

Guerrilla Social Media Marketing – Truth

Here’s another excerpt from the book I’m working on with Jay Conrad Levinson.


Marketing is the truth made fascinating. Guerrilla social media marketing is about using all of the tools available to tell your fascinating brand story in a way that drives trust, consent and profits. With that said, guerrillas tell the truth and they tell the whole truth. With social media networks and platforms the millions of people that inhabit them quickly detect lies or half-truths. Misinformation or false pretenses can be profitable in the short-term but over the long term not telling the truth will destroy the customer’s trust, credibility and ultimately your fragile reputation.

Copyright 2010 –  Jay Conrad Levinson, Shane Gibson and Entrepreneur Press

  • Mar 05 / 2010
  • 1
Internet Marketing and SEO, Marketing and PR, social media, social media tips, social media training

13 Social Media Tips in 140 Characters or Fewer

  1. Momentum can cause friction. Don’t be moving so fast that you forget your community.
  2. To build a big network, build many interconnected communities.
  3. If you’re going to be disruptive aggressive and edgy you also have to be able to take what you dish-out; with a smile!
  4. A social media listening strategy has to be applied on-going and consistently if you want to maximize ROI.
  5. Google Buzz isn’t just another feed aggregator. Use it to deepen conversations with existing relationships
  6. Contrast keeps people interested. With your blog and twitter content vary tempo, topic and format.
  7. Retweets are great ways of measuring engagement… but a making someone laugh is better IMHO.
  8. Consistency is a key factor in building your brand, stay present, stay on message, keep listening
  9. Build your own affiliate or loyalty program to reward your super fans and advocates.
  10. Have an integrated marketing plan that includes social media. All media work better augmented
  11. Social media tools are mostly free, but time isn’t. Allocate necessary time to make the tools work
  12. As you invest time in social media marketing and networking attach it to a goal and be purposeful in your interactions.
  13. While you were tweeting your competitor got our from behind their computer and met with your potential client.
  • Mar 04 / 2010
  • 15
Internet Marketing and SEO, Marketing and PR, social media, social media tips, social media training

Guerrilla Social Media Marketer Attribute #6

This is attribute #6 of the Top Ten Attributes of a Guerrilla Social Media Marketer. (unedited excerpt from my upcoming November 2010 book published by Entrepreneur Press and co-authored with Jay Levinson):

#6) Free and Variable

It is important to use free digital give away’s that have real value and customer benefits. Then of course we need a variety of paid options to upgrade to. One size fits all doesn’t work anymore, people want very personalized options tailored to their particular taste and desires.

Lego.com effectively applies the concept of free and variable and is profiting greatly from it. Using soft steps to gradually build consent from the customer is a key guerrilla strategy. Starting with free and highly interactive games kids and adults alike quickly develop a loyalty and positive association to the Lego brand and the toys in the game. There’s not one, two or ten games; there are dozens with varying complexity and appeal.

Of course the real winner is the free Lego DesignByMe downloadable software. This digital design software allows the user to virtually build Lego models using thousands of Lego pieces that are stored in it’s database.  The user can rotate a 3D model in any direction adding pieces, color and functionality and also calculate the exact cost of building and purchasing the model they have built. Once they are happy with their unique design, which fits their personal budget they then can even design a custom box cover and packaging. Lego will put all the pieces in the customer-designed box, complete with instructions to help the customer put together their model in real life and then they ship it to them directly from the factory.

Picture 5

The software has a social aspect as well, allowing members to add friends, and also share and vote on designs. There’s also several ways users can share their designs with friends and family who may want to purchase the custom Lego for them as a gift.

Free digital give away’s build trust and allow the customer to experience our brand without risk. With trust we can garner consent to communicate and market to them. Variable customized options make it easier for customers to purchase and re-purchase. In the case of LEGO there’s always a new, exciting model to be purchased because the options are limitless.

Copyright 2010 Shane Gibson, Jay Conrad Levinson and Entrepreneur Press

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