Language of Listening

Marketing plan – The How

Phased approachPhase 1• New prospects• Branding• Community building• Products

Phase 2• Feedback

Phase 3•Boost relationships

Social networking Channels

Social media is not about sounding cooler than you normally do.

It’s about making your brand more personal

than on other channels.

Facts

• 300M users• 8M fan relationships daily • on average 120 friends• Women 55+, Adults 35+• People choose to interact and engage with brands & providers

Engagement Challenges

• How do we maintain brand authenticity in communicating with our audience?

• How do we create and distribute compelling content in order to make our online presence more engaging?

• How do we automate content creation and distribution in order to save time, money and other resources?

Influence pattern

1. Social proof2. Authority3. Commitment & Consistency4. Reciprocity5. Likeability

Dr Robert Cialdini is best known for his popular book:Influence: The Psychology of Persuasion

Social proof trigger

• People will do things that they see other people are doing.- # of subscribers- nightclub ex.- bystander ex.

Authority trigger

• People will tend to obey authority figures.- 10k views for each video- 2k email/day- $40M sales/year- Videos=Bond

Commitment & Consistency trigger

• If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment. - small commitment now, bigger commitment tomorrow

Reciprocity trigger

• People tend to return a favor.-B4 they buy something from us give something for free- Sales 96% up- $4M in 4 years

Likeability trigger

• People are easily persuaded by other people that they like.-Share personal details- Build a personal bond

Scarcity trigger

• Perceived scarcity will generate demand - 1st time 1k units- 2st time 2k units- People will assume/expect that we will always be sold out.

Social networking Channels

Phase 1

• Domain • Redesign website• No sales pitch on the website• Give something for free (video) and ask to subscribe• # of subscribers is visible• When they subscribe they receive a news letter with the first lesson for free (break down the handbook in 3 free lessons)• Invite them to the blog to leave a comment• When they leave a comment on the blog they receive the next lesson for free and ask them to refer to 3 friends• Website and blog are integrated and part of the same domain

Phase 1

• Blog posts will always have some meaningful text and link to a Youtube video• Facebook links to our fan page are on the blog• Facebook will be used to bond, relationships• On the Facebook page we have YT videos as well• Twitter drives people to the blog• Monthly newsletter to recap and keep people engaged•Funnel product line: entry level, up to high price

Phase 2

• Involving customers in the product creation/adjustment• Listening to conversations about our products to get valuable feedback.

Phase 3

• Boost relationships • Expand physical presence world wide• Affiliates• Strategic partnerships