A presentation for TiE Ottawa

1. Extending Your Reach
& Getting to “Keep”!

2. Agenda
 Expanding Your Reach
 Audience & Channel Segments
 Prospects & Clients
 Stakeholders, Partners & Influencers
 Champions & Personal Brands

3. A good teacher, like a good entertainer, first must
hold his audience’s attention, then he can teach
his lesson.
- John Henrik Clarke

4. Expand Your Reach
 Leverage established communities
 Think regional, industry, causes, education, political, skill specific,
events…
 Farm your competitors networks
 Who are the following, who is following them
 Be findable and memorable
 Be the answer to what people Google & recycle great content
 Pay to play
 Invest in ads to target your desired audiences, sponsor posts, enlist a
brand ambassador, sponsor chats, events…

5. Be the show, not the commercial.
You don’t need a lot of content, but you
need good quality content.
Think about your content – would people skip past it if could?

6. Audience Composition
Social
Media
Followers
Clients
Prospects
Employees
Competition
Bots/Spam
Industry
Influencers
Supply
Chain/Vendors

7. Channel Mix
Messaging
LinkedIn
Twitter
YouTube
NewsletterWebsite
Webinars
Kickstarter

8. What is Expected, Established
& Integrated?
 What does each audience segment want?
 What does each channel support?
 What have you done that has worked?
 What great content do you have or can you make?
 What are the best practices?
 What can be automated?
 How can we tie it all together?

9. Map Ideal Interactions
Prospect
Social Media
Website
Newsletter
Webinar
Trial / Sample
Purchase
Client
Support
Add Value
Up-Sell / Cross-
Sell
Amplify (User
Generated
Content)
Foster Referral

10. Stakeholders & Influencers
Amplification
Referrals
Reciprocity
Endorsement

11. Monitor the Competition Back
Negative
Engagement
for Them
Opportunity
for You

12. Target Your Messaging
 Advertising on social media allows you to target very
specific audiences with your messages
 New acquisition messaging for each customer segment at each
stage of their buying journey
 Retention or up-sell messaging for existing client lists
 Retargeting based on past behavior (website visits, downloads)
 Industry awareness / brand recognition
 Sponsored posts, paid placements & ambassador
programs
 Partnering with a website, complimentary business or industry
influencer is a very under utilized and under valued tactic
 With the right research to help identify the right partner, you can
quickly reach a new, highly relevant audience with an endorsement
they respect

13. Why Not Just New Acquisition
Messaging?
COA vs COR
Referrals
User Generated Content
Testimonials
Increased Loyalty & Engagement
Amplification (No one shares sales msgs)

14. Thought leadership and a reputation of excellence
require external validation.
Leverage your stakeholders; your supply chain, your vendors, your
community partners, your ambassadors and industry influencers – get
THEM to tell the world how great you are. At least until your clients and
staff do.

15. Reciprocity is a powerful currency, find
dealers that will trade in your content.
Develop relationships with stakeholders, partners and influencers that can
and will share your messages in exchange for the same.

16. Employees are a company’s greatest asset – they’re your
competitive advantage. You want to attract and retain the
best; provide them with encouragement, stimulus, and
make them feel that they are an integral part of the
company’s mission.
- Anne M. Mulcahy

17. Employees = Brand Champions
 Survey’s repeatedly show that the top five motivators
for employees are:
 Challenging Work
 Recognition
 Employee Involvement
 Job Security
 Compensation
 You can use social media policies and practices to
influence four out of the five!

18. Media to Motivate
 Challenging Work
 Thought leaders and industry disruptors flock to social media, skip the
night school courses and have employees dedicate time to monitoring
industry trends and learn new methods by following leaders online and
challenge them to find ideas to implement
 Recognition
 Covering your staff in blog posts, giving them shout outs on Twitter and
having them featured in the webinar and newsletter might not sound like
much but it can contribute to their job satisfaction
 Employee Involvement
 Each one of your employees is a subject matter expert on what they do, let
them share what they know in blog posts or content ideas and hosting
webinars, it will look good on them and you
 Job Security
 Developing a personal brand and personal identity that is tied to the
company through social media can strengthen bonds that may have
seemed tenuous before

19. Compound Effects
 Imagine the impact if:
 Every employee liked one of your Facebook posts
 Each employee RT’d one tweet a week
 Every team member connected with someone on LinkedIn
every week
 Each subject matter expert wrote one post a month
 Each employee was monitoring industry news on the
platform of their choice
 Each employee answered commented on one work related
blog post a month
 Answered prospect and customer questions
 Recommended your company
 Said working for you was awesome…

20. Social media policy should be empowering and set
expectations; not be full of fear mongering and
muzzling.
Opt for encouraging ownership, accountability and identity instead of
disassociation, non-involvement and anonymity.

21. Encouraging the development of personal brands
based on an employees professional persona can
elevate both them and you as authorities in the
industry.
Think about who gets invited to speak and panel at industry events, now imagine
your company tied to that speaker.

22. Recap
 Invest ad money to market specific messages to your
key target audiences to reach new prospects
 Deepen your relationships with your existing
customers, supply chain, vendors, stakeholders and
industry influencers and benefit by connecting with
them publically online
 Your employees hold incredible potential as motivated
brand champions and for developing personal brands

23. Question?
Thank you
Shawna Tregunna | ReSoMe
Shawna@ReSoMe.com | ReSoMe.com
613.899.8485 | @ShawnaActually | Skype: Shawna.Tregunna