Making Money on LinkedIn and Facebook

1. WELCOME TO FIRST FRIDAYS!
Making Money Using Facebook and
LinkedIn
April 13, 2012

2. 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 Cruz
• MBA, Cornell
• Graduate of Sandler Sales, Strategic Coach,
numerous other personal and professional
development programs

3. 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

4. Business Coaching Programs…

6. Upcoming Events
• May 3 First Fridays – Vote on your favorite topic
today
• Summer Intern Program

7. Making Money on
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

8. Today’s Focus
Topic 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.”

9. Sales vs. Marketing
• Marketing objective:
–Generating leads
• Sales objective:
–Converting leads into customers

10. Marketing
• Target Market
• Unique Selling Proposition
• Guarantee
• Must pursue multiple marketing strategies
at the same time (“10x10”)

11. Sales funnel
• Suspect
Use
• Prospect different
social media
• Lead strategies to
• Shopper/customer touch
people who
• Client are in
• different
Fan
parts of the
• Raving Fan funnel

12. Follow JJ’s Rule of Threes
Domains of Action
• Content
–Marketing Objectives
• Context
–Types of Messages
• Contacts
–Call to Action

13. Follow JJ’s Rule of Threes
Marketing Objectives (Content)
• Awareness (Know)
• Engagement (Like)
• Conversion (Trust)

14. Follow JJ’s Rule of Threes
Types of Messages (Context)
• Promotional
• Relational
• Informative

15. Follow JJ’s Rule of Threes
Call to Action (Contacts)
• Instructions for next steps
• Additional information
• Create a sense of urgency,
why to do it now

16. Expense 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

18. 2011 $388M
R&D – 4 times
greater than 2
years ago
Average Gen
Yer (under 30
yrs. old) has
696 friends
(I have 276)

20. The World According to
Facebook
• “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.”

22. 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.

23. New Timeline – Better?

27. 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.

28. LinkedIn 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

29. LinkedIn 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

30. LinkedIn CRM
Custom field
to tag
people for
follow-up

31. The Network Effect

32. LinkedIn - Outlook

34. Closing 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.

36. Questions?
36

37. Jim Jubelirer
Certified ActionCOACH
308 West Rosemary Street, Suite 307
Chapel Hill, NC 27516
(919) 969-7818
jimjubelirer@actioncoach.com
www.actioncoach.com/jimjubelirer