APIA 2018 Shenzhen

1. Social Networking For Customer
Engagement And Sales
Messaging
Ross Kingsland
CEO
Social Media Thunder
@RossKingsland1

2. Social Media Thunder
Fame?
Celebrity?
Glory?

4. ]
The Objective Today
}

5. The Objective Today

6. EIA Cascais 2017
Fame?
Celebrity?
Glory?

7. Social Media Rules Of The Game

8. Social Media Rules Of The Game

9. Social Media Rules Of The Game

10. Just How Important Is Social
Media?

11. When It Goes Wrong…

12. When It Goes Wrong…

13. When It Goes Wrong…

14. When It Goes Wrong…

15. When It Goes Wrong…

16. When It Goes Wrong…

17. When It Goes Wrong…

18. When It Goes Wrong…

19. When It Goes Wrong…

20. When It Goes Wrong…

21. When It Goes Wrong…

22. When It Goes Wrong…

23. When It Goes “Right”....

24. Where To Start?

25. Which Channel Is
Right For You?

26. Which Channel Is Right For You? (B2B)
Business page
and...
Personal page of
CMO (minimum)

27. Which Channel Is Right For You? (B2C)

28. Don’t Stretch Your Resources

29. Who Are You Marketing To?

30. The Set Up

31. How To Set Up Your Personal Twitter Account

32. How To Set Up Your Personal Twitter Account
Use the hashtags #tech , #growthhacking
and the name of your priority market
Instead of ‘Managing Partner’ put CEO or
CMO or CBO or CTO etc
Instead of ‘London’ add your country or
state. Eg UAE, Canada, LA, NY etc
Include a link to the your website here.

33. How To Set Up Your Business Twitter Account

34. How NOT To Set Up Your Business Twitter Account

35. How To Set Up Your Personal LinkedIn Account

36. How To Set Up Your Personal LinkedIn Account

37. How NOT To Set Up Your Personal LinkedIn Account

38. How To Set Up Your Personal LinkedIn Account (under Experience)
Add new:
CEO / CTO / CMO / COO etc
Company Name (this will auto-populate)
Date - to present.
Create copy and have same in all
profiles
Add your media links:
Home page
Youtube media

39. How To Set Up Your Business LinkedIn Account
Key Indicators of Trust

40. How Not To Set Up Your Business LinkedIn Account

41. How To Set Up Your Business Instagram Account

42. How NOT To Set Up Your Business Instagram Account

43. How To Set Up Your Business Facebook Account

44. How NOT To Set Up Your Business Facebook Account

45. The Ground Rules

46. Social Media Rules Of The Game
Rule 1: You should
always have more
followers than those
you are following.
Followers > Following

47. Social Media Rules Of The Game
Rule 2: Don’t be a Social Slut

48. Social Media Rules Of The Game
Rule 3: Speaking to win

49. Content, Content, Content

50. Creative Content?

51. Useful, Fun, Interesting, Personal
Useful 50%
Fun 20%
Interesting 20%
Personal / Corporate 10%

52. Useful, Fun, Interesting, Personal
Useful 50%

53. Useful, Fun, Interesting, Personal
Fun 20%

54. Useful, Fun, Interesting, Personal
Interesting 20%

55. Useful, Fun, Interesting, Personal
Personal / Corporate 10%

56. The Ugly Truth

57. Useful, Fun, Interesting, Personal
Overriding Truth, It’s ALL About
Your Audience, Not You.

58. Decision
Making Is
Many Small
Decisions
Adding Up To
Large Change

59. Your New
Bible
Influence: The
Psychology of
Persuasion
By Dr Robert
Cialdini

60. 6 Principles of
Influence
1. Authority
2. Social Proof
3. Liking
4. Reciprocity
5. Commitment &
Consistency
6. Scarcity

61. Authority

62. Indicators Of Authority
“World Leading”
“Award Winning”
“Expert”
How can your social media
show that you are an
authority on your
industry?

63. Authority By Association

64. Authority By Association

65. Social Proof

66. Let’s Play A
Game

67. Fake Or Not Fake?

68. Fake Or Not Fake?

69. Fake Or Not Fake?

70. Fake Or Not Fake?

71. Fake Or Not Fake?

72. Fake Or Not Fake?

73. Fake Or Not Fake?

74. Liking

75. Reciprocity

76. Reciprocity

77. Reciprocity

78. Social Proof Rules

79. Tools For Success

80. Tools For Success

81. Tools For Success

82. Tools For Success

83. Sales….Like A
Ninja

84. 7 6 Degrees of
Separation
X

85. Approaching
People
Note: Only start approaching new
clients once your Twitter and
Linkedin Profiles are set up as
instructed.
Rules of Business Development:
1. Everyone wants to buy, no one wants to be sold
to.
2. Establish trust and authority as an expert. (Watch
this video on how to build trust - ignore the context
but understand the technique)
3. Never try to sell, close or get a meeting on the first
interaction.
4. Start a conversation with them and let it develop
from there.

86. Approaching
People
Ask Yourself
Who influences the
influencers?

87. Approaching
People on Twitter
Note: Only start approaching new
clients once your Twitter and
Linkedin Profiles are set up as
instructed.
IMPORTANT: Focus on
individuals rather than
companies as it will mainly be
other agencies who are posting
on company social media
profiles.
Twitter:
1. Follow the target company on Twitter
2. Follow the founder / CEO / Managing
Director / President if they are on
Twitter
3. Follow members of their staff.
4. Retweet or like something they have
posted.

88. Approaching
People on Twitter
Note: Only start approaching new
clients once your Twitter and
Linkedin Profiles are set up as
instructed.
IMPORTANT: Focus on
individuals rather than
companies as it will mainly be
other agencies who are posting
on company social media
profiles.
Twitter:
5. Comment on something the founder / CEO / MD
etc has posted - they want to be high up in the company
a. Do not comment on something that the
company Twitter account has posted.
6. Ask them to follow you back on Twitter and follow
up on Direct Messages
7. After 1 or 2 messages ask for their email and say
you will email them.

89. Approaching
People on Twitter
Note: Only start approaching new
clients once your Twitter and
Linkedin Profiles are set up as
instructed.
IMPORTANT: Focus on
individuals rather than
companies as it will mainly be
other agencies who are posting
on company social media
profiles.
Twitter example:

90. Approaching
People on Twitter
Note: Only start approaching new
clients once your Twitter and
Linkedin Profiles are set up as
instructed.
IMPORTANT: Focus on
individuals rather than
companies as it will mainly be
other agencies who are posting
on company social media
profiles.
Twitter example:

91. Approaching
People on LinkedIn
Note: Only start approaching new
clients once your Twitter and
Linkedin Profiles are set up as
instructed.
IMPORTANT: Focus on
individuals rather than
companies as it will mainly be
other agencies who are posting
on company social media
profiles.
LinkedIn:
1. Follow the target company on LinkedIn
2. Join the same groups that the individual is in.
3. Connect with members of their staff who are
lower down in the company
a. Sales staff
b. HR staff
4. Retweet or like something they have
posted

92. Approaching
People on LinkedIn
Note: Only start approaching new
clients once your Twitter and
Linkedin Profiles are set up as
instructed.
IMPORTANT: Focus on
individuals rather than
companies as it will mainly be
other agencies who are posting
on company social media
profiles.
LinkedIn:
5. Comment on something they have
posted
a. Compliment them on their insight,
thought process or perspective.
b. Make sure you only reply to
individuals not company accounts.
6. When you have more than one person
from the organisation reach out to approach
the CEO with the “add note” option.
7. Once you have connected ask them if it
is ok to email them and the best one for
them.

93. Approaching
People on LinkedIn
Note: Only start approaching new
clients once your Twitter and
Linkedin Profiles are set up as
instructed.
IMPORTANT: Focus on
individuals rather than
companies as it will mainly be
other agencies who are posting
on company social media
profiles.
LinkedIn example:
Note: People will connect
with you if you share the
same connections and are
part of the same groups.

94. Approaching
People on LinkedIn
Note: Only start approaching new
clients once your Twitter and
Linkedin Profiles are set up as
instructed.
IMPORTANT: Focus on
individuals rather than
companies as it will mainly be
other agencies who are posting
on company social media
profiles.
LinkedIn example:
Note: Congratulate them
on how well they are doing,
then offer to support them
or to help get their
message out wider.

95. Universal
Principles
1. Lay the groundwork with
your own social accounts.
2. Connect with corporate
page and lower tier
management.
3. Find a post that strokes
their ego.
4. Move them to DMs
5. Move them to email.

96. Control Perception,
Control Reality
@Social_Thunder

97. Thank You APIA
www.SocialMediaThunder.com
Ross Kingsland
www.SocialMediaThunder.com
@Social_Thunder
Smile@SocialMediaThunder.com
@RossKingsland1