social media strategies to propel your brand to the stars
TRANSCRIPT
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#BDRinsights
www.bulldogreporter.com
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SOCIAL MEDIA STRATEGIES TO PROPEL YOUR BRAND TO
THE STARSCheryl D. Snapp Conner, Founder and CEO, SnappConner PR, contributor to Forbes.com, Huffington Post and Wall
Street Journal
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#BDRinsights
@CherylSnapp
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Communication Is Power: What’s Your Brand?
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#BDRinsights
@CherylSnapp
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Be Proactive!95% of Reputation Management happens after a crisis has already occurred.
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@CherylSnapp
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Manage Your ReviewsDon’t leave them to chance
(think Glassdoor)
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#BDRinsights
@CherylSnapp
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Complete Your Social Media AccountsThink: What would the top 20 search results on your name tell the world about you?
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#BDRinsights
@CherylSnapp
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Issue a Press ReleaseOnce a month is ideal.
Think: Digital Footprints. SEO Gold.
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@CherylSnapp
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Phase 2: Become a Category Thought Leader
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10cyndica
Brand Marketing vs. Account Marketing
You don’t engage with a Coca-Cola Salesperson when you buy a coke. Most companies rely on salespeople to sell their products and services. Despite this, many companies build brand-marketing strategies (like Coca-Cola’s) around an account-based sales strategy.
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11
Account-Based Marketing
Expert content has 88% greater impact than brand content.
80% of decision makers prefer to get company information in a series of articles versus an advertisement.92% of business decision makers want to engage with a thought leader.
7-10 pieces of helpful content to make a sale.
Aberdeen reported that companies that put their primary focus on content marketing increased their conversion rates by more than 5x.
cyndica
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With gas cheap, more car shoppers shun hybrids, plug-ins – USA Today
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Meet Richie Norton: He Built His Entire Company On
Social Media
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• Visible in 70 nationalities
• A bestselling author
• Covered by CNN, Forbes, Bloomberg, Huffington Post, Entrepreneur, Inc.
• Has yet to engage a PR agency or pitch himself to a single reporter
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Thought Leadership’s New Rules
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• Then: blog first, elsewhere second
• Now: it’s reversed• Go to where your audience is
The Holy Grail: Winning over followers who are willing to subscribe.
Now YOUR material travels to THEM, because they want to receive it.
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Syndicate Your Social Media AccountsA new development: IFTTT “If This, Then That”
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@CherylSnapp
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Give Away Your Knowledge Freely
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@CherylSnapp
“As a small business owner you must be the driving force, the expert in your field and you have to be willing to let everyone in the world know it.”
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Tell Your Story
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Because everyone is their own best reporter and publisher.
You can express your message better than anyone else.
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What Are The Elements Of Your Story That Would
Help Others?
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Full Page ArticleUtah Business
JournalMarch 2016
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You Can Do Multimedia (easier than you think!)
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Authenticity is Key
Every piece of content is genuinely and legitimately what it portrays itself to be.
Never manipulate.
Tell the truth. www.bulldogreporter.com
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@CherylSnapp
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Where Should You Publish?
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@CherylSnapp
• Your Newsletter• LinkedIn – 400M subscribers• YouTube• Medium• beBee• Guest posts• Your blog
Should you post the same piece multiple places? Yes, but carefully….
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Engage With Your Audience; Don’t Preach.
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@CherylSnapp
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How Do You Show Up In Your Business?
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@CherylSnapp
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What NOT To Do:
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• Link Stuffing• Choose headlines for your readers, not
for Search EnginesDO This: “Plumber, Swimwear, Dating Site: How PR Evolved These Founders' Careers”
NOT This: “9 Online Reputation Management Services Entrepreneurs Can Achieve By Themselves”
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How NOT to Tell Your Story
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• So what’s the cost for you to hook a fella up? I need you to recommend me to [Forbes/HuffingtonPost/Inc/Entrepreneur].
• I need the credibility of that masthead next to my name.
• This is my voice, my persona; people need to know my story.
• (And entrepreneurs need to hear your story, why?) Because they should be inspired by what I’ve done.
• I need that marketing megaphone!
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Phase 3: Using Social Media to Convert Coverage to Leads
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@CherylSnapp
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Market Carefully To Your List
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@CherylSnapp
• Bi-Weekly newsletter – like the Snappington Post
• Podcast
• Weekly articles on LinkedIn and to your database
• If you email market, do it with finesse
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Offer Program Alternatives That Are An Invitation, Not A Hard Sell
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@CherylSnapp
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Make Your Value Proposition Clear.
Make It Natural And Easy For People To Reach Out To You.
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@CherylSnapp
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What Will You Do With Your Power?
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@CherylSnapp
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Next Steps: ✔ Follow Cheryl Conner on Forbes✔ Subscribe to Snappington Post ✔ Enroll in ContentUniversity.com
@CherylSnappSnappConner PR
www.snappconner.com801 994 9625