Start with Why: Social Media Mindset for Professionals

Social Media Mindset for Professionals
By Chrissanne Long
MSB Local and
Lakeland Business Leaders

Expand Your Online Reach

lkld.co/startwithwhy

MSBLocal.com

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Started Marketing System Blueprints, LLC in 2009 with Partner Craig
Hosking
Rebranded in 2014 to MSB Local
Chrissanne has a Masters Degree in Internet Marketing and Craig has
experience in online marketing for investment Real Estate
Initial business model was servicing non-local businesses with Search
Engine Optimization (SEO) and Social Media Marketing, but when we
discovered our own WHY, we shifted our focus to meet the needs of
our community.

Our WHY: To help our community grow
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Small businesses are the backbone of our community. We saw the
opportunity to make a difference and transitioned our focus to
local, small business who were struggling in the down economy and
in need of new marketing strategies.

Our passion to help small business also led us to create...



MSBLocal.com

A FREE Facebook Group for Lakeland
Professionals, currently representing 1,500 REAL, People in
the Lakeland area!
We are about connections: Real, authentic relationships.
We are about answers: Local solutions to meet local demand.
We are about community: Supporting the people of
Lakeland.
Join @ https://fb.com/groups/GoLBL/


MSBLocal.com

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Do you “like” to feel marketed to?

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Do you “like” commercials?

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Do you “like” closing deals?

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Do you “like” building relationships?



MSBLocal.com

“The more it
changes, the more
it is the same thing.”
- Jean-Baptiste Alphonse Karr



MSBLocal.com

How much business gets
closed as a result of
relationships built
on the golf course?

How often do business owners, CEOs and bank presidents consider
the ROI of the golf course and this traditional networking practice
of relationship building?



MSBLocal.com

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Advantages of playing golf in business:
Find things in common
Learn what a prospect cares about
Break down barriers
Discover character traits of the person (to decide if
you want to do business with them)
◦ Get to know people on a personal level
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MSBLocal.com

Nietsche died in 1900



MSBLocal.com

http://lkld.co/hoosiers
MSBLocal.com

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Simon Sinek - Start With Why: How Great
Leaders Inspire Everyone to Take Action
◦ “We follow those who lead, not for them, but for

ourselves. And it's those who start with "why" that
have the ability to inspire those around them or
find others who inspire them. --Simon Sinek

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Ask yourself: Why am I in business? Why

does my business exist?



MSBLocal.com

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Your WHY is not the same as what you seek
as a result.
◦ You want to have 2,000 fans or followers
◦ You want to become famous or rich
◦ You want to grow your business

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Your WHY is what drives you and propels you
and makes you discover HOW to do WHAT
you do.



MSBLocal.com

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Why Cash Mobs in Lakeland?
◦ Raise awareness for local businesses in the community
◦ Generate a social media buzz for the Lakeland small
business owners/community

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Why Lakeland Business Leaders?
◦ Facilitate and illustrate for small businesses the power
of social media
◦ Create a platform to give local businesses a way to
connect

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Other Examples?


MSBLocal.com



MSBLocal.com

John Howard – CEO Coach – TEC Savvy CEO



MSBLocal.com

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Have
Have
Have
Have
Have
Have
Have
Have

a Facebook account?
2 Facebook accounts?
a LinkedIn account?
a Twitter account?
a Google+ account?
a Pinterest account?
an Instagram account?
other Social accounts?


MSBLocal.com

MSBLocal.com

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Everyone says I should!!!
I need to keep up with my ______ friends
I like to play Farmville
It’s fun to see what everyone else is doing
My grandkids
I don’t know!?!

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It’s part of my marketing plan

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MSBLocal.com

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To help others solve problems
To identify common interests
To collaborate and partner with others and build community.
To LISTEN to what matters most to others
To identify relevant content sources
To get “the Scoop”
To celebrate, extend concern or appreciation
To learn from others
To have fun!
TO BUILD STRONGER RELATIONSHIPS


MSBLocal.com

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Both parties are committed to the
relationship and there is mutual benefit.
Both parties authentically care about each
other.
Both parties are willing to listen, share ideas
and be committed to developing the
relationship.


MSBLocal.com

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You know that moment in a conversation
when you or the other person discovers
something you have in common
Your eyes light up, posture and body
language become more animated
There’s a “me too” moment.



MSBLocal.com

Put on the hats of
the people you
want to attract
(This isn’t about YOU! It’s about them!)


MSBLocal.com

Everyone is not
your Social Media
Audience!
You need to know
who your
customers
are, and their
virtual hangouts!


MSBLocal.com

Everett Rogers – Professor of Rural Sociology - 1962

MSBLocal.com

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Every industry, niche or topic has a TREND.
Within some trends some people are the
Innovators, and some are the Laggards –
But neither are the “sweet spot”.
Identifies like-minded individuals (aka Early
Adopters, and Early Majority) – THEY ARE
YOUR AUDIENCE!
MSBLocal.com

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Social Media requires that you pay attention to your
audience!
The laggards are not your audience! (and you
probably don’t want them to be!) So stop trying to
force them into your funnel.
Your goal must be to inspire people to take action.
(How do you do that?)

MSBLocal.com

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You will be able to Identify YOUR. ONE. THING
It will propel you forward – consistently.
Because you are passionate about YOUR. ONE.

THING.
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Keep you focused on what’s most important

Increase your desire to master the way to get
YOUR. ONE. THING out to more people!!!
Inspire you to be remarkable at YOUR. ONE
THING.


MSBLocal.com

“Very few people or companies can clearly
articulate WHY they do WHAT they do. When I
say WHY, I don’t mean to make money – that’s a
result. By WHY I mean what is your
purpose, cause, or belief? WHY does your
company exist? WHY do you get out of bed
every morning? And WHY should anyone care?”
-Simon Sinek


MSBLocal.com

To find your one thing, you must answer
◦ Why do you exist? Why does your company exist?
◦ What is your passion?
◦ What do you know that can make a difference in the
lives of those who you will attract?
◦ What can you talk about every day –
eat, sleep, breathe?
◦ What will cause you to rise up and argue or
debate, maybe even lose your temper?
◦ What is your strongest conviction or belief?



MSBLocal.com

An Innovator – interested in
man-powered flight
He had sufficient funding, the
best minds and favorable
market conditions

His WHY: Being the First to
successfully fly a plane.
This is actually a WHAT – he
was focused on a result


MSBLocal.com

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They were innovators too

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They had no notoriety and no funding

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Their WHY: Belief in the Promise of Flight

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Credited with the First Man-Powered Flight
December 17, 1903



MSBLocal.com

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Identify your WHY for Social Media (or
business in general)
Develop a strong understanding of your ideal
customer or prospect.
Begin to learn HOW and commit to a Social
Media Marketing Plan (Whatever it takes)


MSBLocal.com

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When you’re playing golf with a
prospect, you’re not always sure if/when they
are growing closer to making the purchase.

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You’re there to build the relationship

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Allow time for the process to work

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Sometimes, you’re just churning butter!


MSBLocal.com

 Adapted from Jeff Olson – The
Slight Edge
 Playful frogs jump in a pail of
cream – This is FUN!
 They grow tired, but cannot get
out of the pail.
 One gives up and drowns
 The other keeps believing he
can find a way out.
 He keeps churning his legs
until he’s churned the cream
into a solid mass of butter!



MSBLocal.com

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Be committed to the process
When you’re authentic and committed to your
WHY, people will recognize that and build the
KLT Factor – Know, Like, Trust
If it appears nothing is happening, and your
committed to your WHY, be confident that
you’re churning butter!


MSBLocal.com

Interest

Engagement

Action



MSBLocal.com

Focus on being interesting, and you
will naturally gain the engagement
that is necessary in successful
Social Media Marketing.



MSBLocal.com

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Isn’t the goal to get people to take action?
YES! However, this is part of the HOW in your
strategy.

Because you won’t get the action, unless you
have the interest and the engagement.



MSBLocal.com

People will see through you, if
you are driven by anything
other than your WHY.



MSBLocal.com

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When you have identified your
WHY, everything about you/your company
becomes aligned.
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Apple
Zappos
Volvo
Michelin
Chick-fil-A



MSBLocal.com

“How do you go into someone’s office and say, “From
now on, please, a little more authenticity.” “That
marketing piece you’re working on,” a CEO might
instruct, “please make it a little more authentic.” What

do companies do to make their marketing or their
sales, or whatever they’re doing more authentic?

The common solution is hilarious to me. They go out
and do customer research, and they ask
customers, what would we have to tell you for us to be
(appear) authentic to you? This entirely misses the
point. You can’t ask others what you have to do to be
authentic. Being authentic means you already know.


MSBLocal.com

“People don’t
buy what you
do, they buy
why you do it.”



MSBLocal.com

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Watch the “Start with Why” TED Talk on
YouTube
Buy the book (or the audio narrated by Simon
Sinek)
Complete the “Start with Why” worksheet
(http://lkld.co/WhyWS
Identify your WHY.
Select YOUR. ONE. THING
Allow your WHY to propel you forward, to
lead and inspire your followers.
MSBLocal.com

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Pinterest Marketing Made Easy
Facebook Marketing Made Easy
LinkedIn Marketing Made Easy
Twitter Marketing Made Easy
SEO Marketing Made Easy
15 Marketing Strategies for Small Business

Visit http://MSBLocal.com for more details!



MSBLocal.com

Facebook (Timeline):
http://fb.com/chrissannelong
Facebook (Page):
http://fb.com/MSBLocal
Twitter:
@chrissannelong
@lkldbizleaders

LinkedIn: http://linkedin.com/in/chrissannelong
Google +
http://plus.google.com/+ChrissanneLong

Email: chrissanne@msblocal.com


MSBLocal.com

Start with Why: Social Media Mindset for Professionals

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