- by Rory Ramsden
Your social engagement campaign is the final part of your product launch sequence. It comes on the last day(s) that your shopping cart is open for business. This tactic is quite new but is being used more and more. The purpose is to engage your audience by staging a live event which will builds a sense of community surrounding you and your product and provide a ton of social proof. It’s also an authority play, which allows you to feature people – recognized authorities and previous clients – who have had tremendous success using the system you teach.
Essentially you want people to feel the freedom that taking action will deliver; feel the power that they will gain and feel a sense of belonging to the community that they will join.
Example: Andy Jenkins did a Boss-a-thon. Jeff Walker did a PLF-a-thon and Glazer-Kennedy did a webcast for their DNA Game Changer launch. You can do one too. You don’t have to have some fancy set, film crew and all. A LIVE webinar works too… and it’s less expensive too. Ultimately these events create a feeling of excitement – its contagious – because they’re live, there’s no net, so the customer or the prospect, the person watching, really gets an unvarnished and uncensored look at you. It’s really just you with friends hanging out; being you; answering questions put by the audience; giving great value and talking about the product from time-to-time.
Remember to monitor your shopping cart and talk about new customers as they come on board. This is tremendous social proof
Another spin-off benefit is the echo effect these events create when people tweet or post on their social media platforms. Their friends see what’s going on and get drawn in too… Andy reported that, on his 3 day Boss-a-thon sales were higher than on other days including the last day where the sales numbers were larger than the first day of sales numbers. And these were significant sales we’re talking $1M pay days.
So here’s what’s involved in making your social engagement campaign event work. It’s event-based. It’s exclusive. It’s only going to be available for a certain time. That’s scarcity right there. It’s like your favorite band coming to town, and they’re only going to be there and play certain dates at a venue. It engages community. It creates massive social proof and there’s all sorts of social interaction going on which creates atmosphere and good vibes.
The way to get the audience’s feedback and questions is by using a tool called Chat Role or Cover in Live which I use all the time. You’ll see all the comments scrolling in LIVE. The thing about CIL is you can integrate it with your twitter account and create Twitter hashtags so that your event can be found. Remember to tell everyone what the hashtags are though.
When you pick up on some clever tactic or technique in the conversation, it’s cool to be able to do a quick blurb about it on Twitter using your chosen hashtag. And then all of this social proof happens on Twitter, which leads to the live webcast, and you’ll see it take off on Facebook fan pages too. It’s a big authority play. You’re seen in the company of well known figures in your niche – Andy invited 21 guests – including customers from the original Video Boss, so they got to be sort of elevated to this celebrity status. They were heroes. They were there because they had taken action and were super successful. They were proof that his system works… what more could an undecided prospect – Especially a ‘prober’ – want to know?
Lowering the barrier like this between you and your audience; showing that your just an ordinary guy like anybody else; and have your customers join you too is a terrific community builder… And ultimately what everyone wants. The credibility you have is boosted and people believe that the solution you have to offer them is a great. They just need to understand how close they can be to the person and how compatible your temperament is with their temperament. And usually the best way to express compatibility is by giving great value. Anytime you do, people will feel… I’m compatible with this person. He or she is cool.
And it also creates excitement. Prospects become customers right before other prospect’s eyes. If you’re smart, every break, you’ll get a little list of new customers, and you’ll read them out. “Hey Terry from Wyoming, congratulations! Welcome!” And you’ll just go down this list.
Social Engagement campaigns have this built in scarcity factor. The fact that you are LIVE brings the idea of limited time into high relief. You have this virtual count down clock running in their heads, which combined with the excitement is compelling. Plus you’re acknowledging new customers, and you’re absolutely supporting the ” want it now, do it now” mindset. Which is, yes you can get it right now, and yes, moments after you get in you will be knee deep in it, in the community, doing what you need to do in order to get results.
If you have not done a launch before or even if you have and now realize that hiring a launch manager would be a smart thing to do, you may be wondering how much hiring a product launch manager will cost. The quick answer is not as much as you might expect. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now