Claire Diaz-Ortiz - 22 Oct

PRAISE FOR SOCIAL MEDIA SUCCESS FOR EVERY BRAND

If youve been waiting for the ultimate guide to navigating social media, here it is! Claire Diaz-Ortiz, my coauthor on One Minute Mentoring and one of Fast Companys Top Ten Social Media Mavens, condenses decades of social media savvy into sensible portions for digital communicators who want to expand their brand. Claires smart, cheeky commentary and road-tested know-how will have you laughing as you learn from the best in the business. Whether you are a brand manager, a marketing specialist, or an optimistic entrepreneur, Social Media Success for Every Brand will help youand your brandwin.

KEN BLANCHARD, coauthor of The New One Minute Manager and Leading at a Higher Level

The amazing thing about social media is that it changes every day. The challenging thing about social media is that it changes every day. Thankfully, Claire Diaz-Ortiz is willing to jump into the tension of those two truths and wrestle out a smart way forward for all of us. If youre an expert at social media, read this book. If youre an amateur at social media, read this book. Youll be glad you did.

JON ACUFF, New York Times bestselling author of Finish: Give Yourself the Gift of Done

Looking for success in todays social media age? In Social Media Success for Every Brand, Claire Diaz-Ortiz lays out the long-term strategy that will get you there!

MARSHALL GOLDSMITH, #1 New York Times bestselling author of Triggers, Mojo, and What Got You Here Wont Get You There; Thinkers50 #1 Executive Coach and #1 Leadership Thinker

Its easy to write a tweet about what you had for breakfast. Its hard to use social media to grow your brand and your business strategically. Social Media Success for Every Brand is the marketing guide that every brand needs to succeed in a digital world.

DORIE CLARK, author of Entrepreneurial You and Stand Out; executive education faculty, Duke University Fuqua School of Business

Newsflash: Social media marketing works. But only if you do it right! Read this book to learn your path to success.

DAVE KERPEN, New York Times bestselling author of Likeable Social Media; Chairman, Likeable Media

Claire Diaz-Ortiz provides a pragmatic, soup-to-nuts primer on implementing the supremely effective StoryBrand marketing strategy on social media via her SHARE model, meshing this dynamic duo for being seen and heard by consumers on the most visible and visited platforms in the world. Social Media Success for Every Brand is smart, witty, and well-paced. An idealistic book, but one that thoroughly delivers the practical goods for effective social media marketing and does so coherently and economically. Disrupt your branding and marketing with Diaz-Ortizs strategy, a must-read that will provide big returns on the time invested.

WHITNEY JOHNSON, award-winning author of Build an A-Team and Disrupt Yourself

What works on social media today is not what worked ten years ago. (And do you even know what worked ten years ago?) Social Media Success for Every Brand is the book to help you understand how to make social media marketing work once and for all.

CHRIS LOCURTO, author and entrepreneur

2019 by Claire Diaz-Ortiz

All rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any meanselectronic, mechanical, photocopy, recording, scanning, or otherexcept for brief quotations in critical reviews or articles, without the prior written permission of the publisher.

Published by HarperCollins Leadership, an imprint of HarperCollins Focus LLC.

The author is represented by Ambassador Literary Agency, Nashville, TN.

Any internet addresses, phone numbers, or company or product information printed in this book are offered as a resource and are not intended in any way to be or to imply an endorsement by HarperCollins Leadership, nor does HarperCollins Leadership vouch for the existence, content, or services of these sites, phone numbers, companies, or products beyond the life of this book.

ISBN 978-1-4002-14987-6 (Ebook)

ISBN 978-1-4002-1496-9 (TP)

Epub Edition September 2019 9781400214976

Library of Congress Cataloging-in-Publication Data

Library of Congress Control Number: 2019945647

Printed in the United States of America

19 20 21 22 23 LSC 10 9 8 7 6 5 4 3 2 1

To great brands and the builders behind them.

Ebook Instructions

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CONTENTS

L ike most of us, I have a love/hate relationship with social media. I signed off of Facebook about ten years ago and have never signed back in. My team runs a Facebook page for me, but Ive never visited it.

I also moved my Twitter app to the last swipe on my iPhone screen, so its not so easy to find. Why? Because Twitter makes me mad and brings out the worst in me. Sometimes when Im scrolling through Twitter, I feel like an audience member on The Jerry Springer Show. Its all I can do not to throw a chair.

I like Instagram because its mostly pictures of peoples kids or peoples dogs or peoples kids playing with their dogs. That and inspirational quotes. My favorite inspirational quotes are the ones of people quoting themselves. Or the ones in which a word is misspelled.

I might be a cynic.

Im an introvert but not by choice. Back before social media, you had to show up at places in order to network. And I hated showing up at places. I never knew what to say. I had a friend who said to make more eye contact, so I did. Id just stare into peoples eyes, without speaking. Im lucky I never ended up with a restraining order against me.

Later, another friend gave me a few questions to ask that always got the ball rolling. Whats the next big thing youre looking forward to? Whats one thing about your current job that still surprises you? Questions like that.

Once I went in to social events with a little plan, things got easier. I started to succeed a little bit. Then I discovered I wasnt so introvertedI just lacked a plan.

Similarly, in this book, Claire gives us a plan.

Like I said, I love and hate social media. I hate the part that feels like youre in competition with billions of other people to become famous. But I love the part that allows you to be known, in a small way, to thousands. I like telling people that my wife and I just saw a movie we enjoyed, or I just finished reading a book and I really liked it. I dont think theres anything narcissistic about that. Right? Did I mention I finish books? Follow me on Instagram, and Ill prove it.

Claire Diaz-Ortiz has helped me increase the love I have for social media and decrease the hate. And in significant percentages.

I like social media more now than I did before, both as a person and for my brand.

Because I like it more now, I use it more. And that has translated into greater sales for my company. StoryBrand has surpassed $10 million in annual sales, and I attribute about 20 percent of that to our social media platforms. And I attribute the success of those platforms to what Claire teaches in this book.