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6 Things I learned at #smmw20 for Using Social Media for Your Business

On a recent trip to San Diego, California for the 8th annual Social Media Marketing World conference, I learned several tips for improving how to use social media for your business.

It’s About Community

Brian Fanzo, a digital strategist, says “the future of business is community.”  It’s really about storytelling to begin a following of people who are interested in what you say. Then you build a community of like-minded people by…

  • Be a passionate person
  • Inspire others through a shared purpose
  • Motivate people to create and collaborate
  • Leverage individual’s passion.

Things to consider measuring

Stop looking at your engagement stats and start looking at true connections. Who’s repeatedly viewing your content? Who’s sharing about your brand message? What offline interactions have you had? How many multiple connections/touches from the same person have you had?

Creating Connection

Pat Flynn, Podcaster shared ways to get people to connect with you. He shared how to he built connection into his book, Will It Fly, to get readers to engage on a deeply level.  It’s the same in social media. Every interaction on social media should be enhancing or encouraging the person to take the next step of deeper access to you.

Encouraging Collaboration

Marcus Sheridan, a pool making business owner, was a keynote speaker. He shared the power of story telling and engaging with your audience to bring them into the storytelling process by asking questions. His method is this:

  • Ask a question to get audience engaged in a dialog with you.
  • Tell a story to help the audience imagine themselves in the story.
  • The results – this is the payoff you get by listening.
  • The Challenge – this is the action you want them to take next.

Building Your Brand

Jasmine Star, photographer, strategist, and owner of Social Curator agency shared how to build a brand that thrives on Instagram. She told everyone that a brand is an experience. So, in what ways can you create experiences for your audience?  Read the entire session recap here.

Using the Right Words

Mike Kim, of CopyProof, talked about how to write persuasive copy in a voice that’s unmistakably yours. He shared his ideas on the 3 identities of a brand (Verbal, Visual, Value). “Marketing isn’t about closing the sale, but about opening a relationship.” If you’re still developing your brand consider these three questions:

  • What pisses you off? This stirs passion within you.
  • What breaks your heart? This is how compassion grows.
  • What is the BIG problem you solve? This is your business.

When you incorporate all three into your brand messaging you become unmistakably unique. You share this brand through the visuals and words you use.  You can read the recap I wrote for Mike’s session here.

Using Video to Reach Your Goals

Goldie Chan, the “Oprah of LinkedIn” and top LinkedIn Voice for Social Media, shared how to build an unstoppable brand with LinkedIn video. “Viewers retain 95% of a message when they watch it in a video” (Insivia).  “LinkedIn video gets 3x engagement compared to text posts” (Foundation, Inc). Get clear about the four objectives for using video on any social platform. 

  • Brand awareness
  • Amplify a product launch
  • Thought leadership
  • Targeted series

Once you identify your top objective, create content focused on that topic to drive engagement and interaction with your audience.  The recap of Goldie’s session can be found here.

Go create better, deeper, collaborative relationships with your audience on social media. There is no better time to get started.

How to Leverage LinkedIn Video to Grow Your Brand – Recap

Learn from Goldie Chan, LinkedIn Top Voice for Social Media (Video) and the “Oprah of LinkedIn.” Goldie goes over the best ways to define, attract and deliver to your perfect audience and customer/client base. Discover both organic video and LinkedIn live-streaming tactics that get you to the top of the feed and dominating your industry vertical.

Do you have a LinkedIn Account? If so, that means you can do LinkedIn Video.

Know what you want to do with video before you jump in and start doing video on LinkedIn.

She’s been in all the beta groups of LinkedIn. She has 7 million views, 750+ daily videos and written content. 60K people are following her on LinkedIn.

She loves to tell stories.

Goldie Chan is the youngest women of color in the Producer’s Guild.

Because she is a teacher, she told the audience there will be homework at the end.

Of 610+ Million members, only 3Million members are creating content. There’s some much land grab that can be done.

That means LinkedIn doesn’t have a barrier to entry.

Why we love video

The number is going even higher due to short form content on TikTok.

Whatever content you’re creating, consider video because it sticks with the users better.

She shared her first “hater” video.

LinkedIn is not Facebook. Of course! It’s a different ecosystem. Most people go on LinkedIn to look for jobs or clients.

LinkedIn beta on video was just 3 years ago.  But consider YouTube that’s been around a lot longer.

The rules have not been set yet.

This graph is completely made up. The beginning is real. The rest is a bunch of guesses. Still very few active creators. Those who post more than once a week.

The competition is not very big.

LinkedIn Live is in beta format. You have to apply.  Everyone can join if you apply. Keep applying. They are looking that your persistent.

Out of 610 Million people, less than 1,000 are live streaming and short form content are the future.

Respond to other people’s comments always.

Having a singular focus with one subject on your live stream. 5 minutes to 4 hours (max) should be focused on one subject.  10 to 15 minutes to start. Once you have an audience, 25 to 35 minutes is the sweet spot.

You can livestream on multiple platforms is amazing. Yes, you have to use 3rd party app for that.

Brand Awareness for B2B companies

If no one is listening to you, you don’t have a brand.

What’s your audience like? Where do they hang out online? What do they read? What are they interested in?

Engaging with the audience. Having a targeted market. Not selling to 12 years, but C-Level audience with a large budget.

Is your target audience on LinkedIn? If not, go to another session.

Amplify Product Launch

The best thing for B2C is NOT brand awareness.  Should focus on a launch for a specific subset of your targeted audience.

Brand awareness will not be effective over time for B2C.

Hashtags are being used now.  You don’t know how many people are seeing the hashtag. Better metrics are views and comments.

Thought Leadership

Show credibility. You are someone who is known for being the top provider in your industry.

You want to be known as the best for your specific area in marketing. Show you’re an incredible people and have incredible amount of knowledge.

She shared her tactics on building a personal brand because this is her area of expertise.

Each video showed she knew what she was talking about.

Fun content won’t help you get a job or client. Show yourself smart in your field.

Targeted series

Very focused series of content.  Daily Goldie was a daily show for 2 solid years. Understand where your focus is. This is where you can own two hashtags on LinkedIn.  One hashtag is made up #yournamespeaks. The other one is real that every one else is using #personalbranding.

Type in an example in the search bar to see if anyone is searching for it.

Huge spike in people wanting to learn about NASA.

5 Best Tips

Know your audience. Become the best in your space. It’s more helpful. Become the best person for your demographic. Know who you want to speak to before you open your mouth.

Consistency is the key. Use themed dates and regular posting. Hang in there even when it’s no longer fun.  Make daily videos.  She did it for 2 years.

Pick a day of the week and own it. Create content once a week to start.  Make 4 pieces of content each month.

LinkedIn is not Facebook, Instagram, or TikTok. Use appropriate captions.

When you create content use common sense. Every post is tied to you. This could impare your job or career moves if not done well.

Don’t ignore other platforms. Don’t shoot videos for YouTube and drop them in LinkedIn.  You need to create content tailored to the platform.

Link to your LinkedIn videos on other platforms.

Link your videos to your product pages by put the link in the comments.

Is there an optimal style to use on LinkedIn?  NO!

Make it work for mobile devices.

Be attractive framing. Don’t use extreme closeups.

LinkedIn Stories – it’s like Instagram, SnapChat, Facebook stories.

It’s short form vertical content. They have been trying this out for targeted audiences, such as Real Estate Agents in the Dallas area.


Halloween of 2018, Peter dressed up as Goldie Chan and thanked her and all video creators.

Create 1 video, write an optimized caption, upload video on mobile or desktop to personal page or brand page, and tag Goldie Chan.

LinkedIn Learning Goldie teaches many courses.

Be empowered to create a LinkedIn Video today!

How to Write Persuasive Copy in a Voice That’s Unmistakably Yours – Recap

Mike Kim of Copy Proof gave a 45 minute (not counting the Q&A) session at Social Media Marketing World February 29 – March 2, 2020 about how to write persuasive copy in a voice that’s unmistakably yours.

For those of you who don’t know yet, Mike Kim is a brand strategist and direct response copywriter who has worked for thought leadership like John Maxwell, Donald Miller and Suzanne Evans. (By the way, he’s also trained by my mentor, Ray Edwards!)

He shared key principles from marketing personality-based businesses you can use to infuse your own marketing with personality, nuance, and psychology.

Mike talked about the 3 identities of a brand:

  1. Verbal
  2. Visual
  3. Value

Verbal identity of a brand is determined by your copywriting. He shared a great example of a Louis Vuitton product shot with Walmart tagline. And the something just didn’t feel right.  When he switched it to actual copy Louis Vuitton used, it feel congruent with the brand.

That was a powerful example of how important copy is for your brand.

“Marketing isn’t about closing a sale, it’s about opening a relationship.” – Mike Kim

For every relationship to work there must be communication. That’s what copy does for your brand.

He share the 3 principles to creating a brand that sounds as unique as you are.

  1. What pisses you off? This will stoke up the injustices in the world that fuel your passion.
  2. What breaks your heart? This stirs up compassion for the people you serve.
  3. What is the BIG problem you solve? This is your business.

Using these three principles to craft the story of your brand will set up apart from everyone else.

To implement your brand consistently, you need to create a brand guideline. This is a collection of things that demonstrate how you want to communicate.  Mike shared his own brand guideline to give you an idea of what to put in yours.

  • Never start a sentence with “And”
  • Yes, we use the Oxford comma
  • First paragraph of all blog posts must use a drop cap
  • Never use an ellipsis in mid-sentence, instead use double-hyphen
  • Web writing: No paragraphs longer than two sentences
  • All CTA buttons should end with a chevron >>

He not only shared 5 of the different types of brand “voice” can be used, but also shared several examples in each category.

  1. Academic
  2. Professional
  3. Emoji
  4. The Snark
  5. The Motormouth

He ended the session with encouragement to use the guideline to help you get started writing in your own voice by applying the answers to the three principles above with the “voice” type that works best for you. Then you pick a medium (social platform) you write for most frequently, and start sharing using your newly formed brand guideline.

If you’d like to learn more from Mike follow him on Instagram at @mikekimtv.

How to Use Facebook Ad Analytics to Improve Your Results: A Deep Dive – Recap

In this session with Andrea Vahl, author of Facebook Ads Made Simple, you’ll learn how you can make big leaps in ad performance by just drilling deeper into your Facebook Ad Analytics.

As you can see from the slide above, Andrea knows what’s she’s doing when it comes to FB ads. She has the track record and results to prove her tactics work.

She gave a touching tribute to John Haydon, who recently passed away from cancer.

How Facebook Ads are like Parenting

Tip #1 You have to feed them every day.

Tip #2 They can be overwhelming.

Tip #3 It’s exciting to get great results.

What stats should you watch?

Look at each level of the campaign, ad sets, and ad levels.

Your ad interface may look different. Facebook likes to move things around for some reason.

Adjust the columns to see what you want.

Performance and Clicks Report is a good place to start.

Key Performance Indicator (KPI) is the only thing to watch.

Setup a purchase pixel to see how much you get back with your FB Ad.

You define the KPI. Then optimize your ads for that KPI.

Easy to get reach, harder to get purchases.

These are typical results. Benchmark your own results. What’s true for me? How can I get better?

Watching the right metrics.

FB will use algorithm to show your ad to the people most likely to click.

Test different objectives.

Focus on the cost per result.  Back up one step. Are you getting enough people in the funnel?

If you’re tracking purchases, watch click through rates to see if you are getting enough people clicking through.

How to do an audit on existing results to know what to test next.

New Clients – how have they setup campaigns in the past, do they have pixel setup correctly, etc.

Existing results – where are the opportunities to create new audiences, new placements, new creatives. Maybe you’ll be scaling wider audiences. Maybe you try a different kind of ad.

Look at overall trends. Look for better performing demographics in ad manager.

Look where the audiences were used in campaigns.

Look at pixel configuration. 50% add to cart for purchases is really good.

Make sure you have Pixel setup properly for every step of the sequence.

Creative Overview shows you all the ads using the same image can help you know what’s performing better.

Look at conversion by audience to determine which ads to keep running.

Watch the costs. If costs are increasing you need to find out why.

Compare month to month and week to week helps you make better decisions.

Monitor your audience, ad competition, if costs are going up, you might shut off the ad and run it again later.

Who is responding to our ads? Who responds better? Look at the countries. You might separate out which audience is doing better. Expand the audience in its own ad set and scale it.

You might look at gender or placement and do the same thing.

The wrong ad placement can be bad.

Look at which ad placement is doing better. If Instagram is doing better but gets less budget, you can fix that. Pull apart the placements and run them separately. Test.

The 25-34 group was not getting enough budget but doing very well. So, she split out that age group separately to still if it would perform even better.

Manually shut down ad set to direct spend to other ad sets that are performing better.

Inspect: Delivery Insights report is not always available. It’s at the ad set level.

What kind of first-time impression ratio are we getting? It’s a better metric that the frequency because within frequency it captures repeat views from the same user that brings the average down a bit.

Using the Inspect: Audience Competition you can ask yourself “Are your results increasing because more people are in the Ad market?”

Rising competition in -20% is normal.

If you have good pixel setup, you can see overall revenue.

Test 11 times more than other accounts to keep things looking good.

Pull in different audiences. Test different creatives, messaging, calls to action.

Sometimes the lower value lookalikes do better. Watch both high-value and low-value. Test everything.

Wider audiences allow the algorithm to find the ones that convert.

Budget optimization – keep audience sizes similar. Do 4 audiences at a time. 2 to 4 ads under each ad set.

Don’t change your ads or audience, we want to keep our data pure.  Duplicate the ad set and then modify the copy.

Increase budgets slowly.

Audience sizes need to be similar.

For more help troubleshooting your FB ads, you can find Andrea’s guide at Or text ANDREA to 773-770-4377.

When your ad is tapped out

Look at frequency.

Keep the first-time impression ratio at 30 to 40% if you can.

Sometimes with a wide audience your ad is still showing steady. That’s because FB is doing the work for you.

FB doesn’t optimize this very well.  Stay in control, test in systematic way.

Always be testing – that’s where you’ll see the most success.

Jasmine Star’s session on How to Build a Brand on Instagram that Stands Out and Thrives – Recap

What if you could get more Instagram followers, turn them into raving fans, do it for free and it wouldn’t take forever?

That was her opening question to the audience at her keynote presentation at Social Media Marketing World February 29 through March 2, 2020.

Jasmine is a big fan of using Instagram Stories to become the master of her destiny.

If you don’t know Jasmine Star, she’s a first generation Latina college student and she went to law school! Then her mother was struck with cancer for the second time and it rocked her world. Her husband asked her what she wanted to do with her life. She said “I want to be a photographer.”

Now she’s a photographer, strategist, and owner of Social Curator. She beat the odds with her brand.

She shared repeated in her talk that the fastest way to grow on Instagram (or any other platform) is to build a brand.

The good news she shares is you don’t need any money, experience, talent, education, or connections to build a brand.  All you need to do is make people feel something.

She addressed three common excuses she hears from people.

Excuse #1 – I have a small following

She reminds the audience that people buy from pleasure or pain.  

She encourages us to use social stories to cast yourself as the go to person when they need your service.

Tell a stories, offer a solution for free.  She offered two examples. One a lawyer who surfs and a dentist who does videos that go viral.

Excuse #2: I don’t know what to post.

She honestly admits she doesn’t know what to post either. That’s why she test ideas out in two ways:

  1. How followers respond to the visuals of your story

She tested three stories, each with a different visual and posted one every other day.  She collected data on each an compare which one did the best.  Then she knows which direction to go.

2. How followers respond to calls for engagement

Try using different ways to call for response. See what data you collect has to say and then you’ll know what how well your audience will engage.

She says none of this is too hard. In fact, anyone can do it. She says “Don’t think about it, you must do.”

Then she gave the audience 5 stories you can do right now. Not only did she show you the types of stories you could post, but she offered free templates to use too.

The caveat is that your stories must be of value to your audience.

Don’t share a picture of what you ate for lunch but how that lunch fueled you to be more creative in serving your audience.

Excuse #3: I don’t have time to post.

It’s not about you. It’s about what your audience needs to know.

Show up for your audience. She admonishes us with this… “When you care more about creating VALUE for your followers, you stop making EXCUSES.”

What NOT to post

“We’re here at #smmw20 with@smexaminer in San Diego, CA”

“Super excited about this session #smmw20”

“Ready for #smmw20. Got my learning boots on and ready to get learnt.”

If you’re not getting engagement, it isn’t the platform that doesn’t work. You might want to look at the content. Is your content offering any value?

What TO share instead

Your goal is to offer value to your follower.

Here’s a suggested way to share:

Can I share with you some of the best kept marketing secrets for FREE?

I’m at #smmw20 and I want to share the Top Three best tips for marketing your business

  1. (Tip#1)
  2. (Tip #2)
  3. (Tip #3)

I’m learning even more and can’t wait to use new strategies for our clients…always staying ahead of the curve at Agency X!

Which tip is your favorite? Let me know in the comments below so I can dig deeper into marketing your business.

A brand is an experience.  You need to get people to feel something.  Make your followers feel like they are seen, known, and belong. A brand is how you make someone feel.

You can ask yourself “How does this make my dream customer feel?” if you doesn’t move them, don’t post it.  

Show the benefit of the value you provide.

Respond to every comment. Let them know you see them.

She follows the 10X rule – go leave comments on 10 other accounts for every one of your posts that you ask for engagement and you’ll start getting responses.

Be thoughtful in your comments.

You might believe the excuses you’ve been telling yourself. If you do, you won’t get far in your business.

If you want to be bold, grow your brand, build an audience, and get your business from struggling to thriving, consider the wisdom shared today.  Pick at least one thing to go implement.

Learning is great, but the results come from taking action. It’s your turn now. Go take action!

Interested in learning about LinkedIn Video? Check out Goldie Chan’s recap here.