Jay Levinson - Guerrilla Social Media Marketing: 100+ Weapons to Grow Your Online Influence, Attract Customers, and Drive Profits

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Table of Contents

ACKNOWLEDGMENTS

No guerrilla achieves any level of greatness without community and supporters. Writing this book was no different. The support, insight, and contribution came from many people and organizations. We would like to acknowledge the following people for their tremendous support.

Although we connected virtually by web and telephone, it was Cristina Gonzales of Seminarium, Chile, who put us together as guest speakers in April 2009 at a conference in Santiago, Chile. It was there with the encouragement of Jays wife Jeannie Levinson that the seed for Guerrilla Social Media Marketing was planted.

Social media mavens and enthusiasts in our lives were critical: Christy Huffman and Sage Schofield constantly encouraged and shared insights with Jay. Stephen Jagger of Ubertor.com truly introduced Shane to the power of online social networks. James Laitenin, managing director of the International Internet Marketing Association, provided his technical editing and research support.

Friends and family, as always, were vital to our efforts. Jays wife Jeannie gave her unwavering support and belief. Shanes son Kristian Xavier Gibson was a big supporter of his Dad and his guerrilla projects. Lorraine Raincoaster Murphy, Shanes personal editorial assistant, and Lynn Kitchen both burned the midnight oil to make this book possible. Shanes personal support network of business associates including but not limited to Marc Smith, Robert Palkowski, George Moen, Dr. Raul Pacheco-Vega, Ross Bailey, Christine Van, and David Huska are all true guerrillas and leaders in their own unique way.

Finally, we recognize the support of our guerrilla community. We would need an entire book just to list all of the innovators and leaders who have inspired us with their tweets, blog entries, personal meetings, and innovative marketing ideas. For leading the way, we thank you.

Jay Conrad Levinson and Shane Gibson

FOR EWORD

HOW TO BECOME A SOCIAL MEDIA GUERRILLA

BY GUY KAWASAKI

I first met Jay Conrad Levinson, the father of guerrilla marketing, when I interviewed him in the early 90s. I met Shane Gibson at an Olympic Hockey Tweetup in Vancouver, Canada. When Shane told me that he and Jay were working on this latest volume of the Guerrilla Marketing series about social media, he caught my interest because the two are a match made in heaven.

Alltop, an online magazine rack that I cofounded, owes its success to social media guerilla marketing. We used Twitter and Facebook to create Alltop evangelists, galvanize our supporters and critics, and generate page views and brand awareness. We also tapped community and built multiple nano-casts of content for the nano-markets that Jay and Shane talk about in this book.

The combination of the social media and guerilla marketing enables entrepreneurs to level the playing field in their industry. Capitalizing on social media outlets is not just about using them as tools but taking matters beyond this and making them guerillamarketing weapons.

Jay and Shane have crafted a comprehensive guide for the marketer, entrepreneur, or executive that is serious about profiting from social media. The challenges that people face in social media are:

What tools to use and how to use them profitably.

Finding and engaging profitable target markets.

How to build community and then raving fans.

What and how to measure ROI.

This book answers all these issues. Its not an easy path; it will take discipline, tenacity, and creativity. For those who are willing to pay this price, Jay and Shane have provided the ultimate roadmap needed to achieve your goal.

Guy Kawasaki

Guy Kawasaki is a founding partner and entrepreneur-in-residence at Garage Technology Ventures. He is also the co-founder of Alltop.com, an online magazine rack of popular topics on the web. Previously, he was an Apple Fellow at Apple Computer, Inc. Guy is the author of nine books including Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

PREFACE

The term guerrilla marketing was coined in 1984. The original book and seminar were developed to help creative, entrepreneurial individuals compete with big companies and market leaders. These entrepreneurial marketers were lacking what at the time was considered mandatory: deep pockets.

Large companies and established players dominated the marketplace. They could afford large media buys, expensive brochures, beautiful trade show booths, and armies of salespeople. Entrepreneurs with very few assets and great ideas were looking for creative ways to enter the marketplace without a big budget or large staff. Guerrilla Marketing fulfilled that need.

Guerrilla marketing was and is about using unconventional means to achieve conventional goals. Its about using creativity, innovation, community, and relationships instead of big budgets to achieve marketing objectives.

A few things have changed since 1984. The Guerrilla Marketing series of books has now sold over 20 million copies, and guerrilla marketing is a methodology which is now used by companies big and small. The world of marketing has also changed, and big-budget marketers no longer hold the power or have the influence they used to.

We are at the nexus of a time of great change in the world of marketing. Master marketers and advertising industry gurus are becoming less relevant by the second. Soon there will be no more marketing gurus. Every individual is now armed with highly effective online communications tools that enable them to garner the same level of influence that many large corporations have.

The era of social media has changed the marketing landscape even more. No longer are big ad budgets or well-crafted PR campaigns sufficient. With a large measure of creativity and a willingness to authentically engage your customers online, you can now grab mind share and wallet share away from the competition by using largely free and easy-to-use social media marketing weapons.

Social media is something new and foreign. Its misunderstood by many business owners and executives. This books sole purpose is to cut through the hype and give you easy-to-implement strategies, insights, and tools to help you propel your brand and business into a leading market position.

Social media marketing as a discipline has seen the rise of many gurus, experts, and evangelists. Many are passionate but few are profitable. What is wrong with most social media marketing is that marketers in the space are typically comprised of two groups. The first group is technologically literate people who use these tools for social interaction and to connect with other people. The challenge for this group is they may have a lot of website traffic, many contacts on Twitter, Facebook, or other groups, but they dont understand marketing and struggle to find a return on investment for all of their socializing.

The second group is comprised of traditional marketing agencies, marketing experts, and even people who have succeeded as internet marketers prior to the advent of social media. The big agency type marketers and the corporate types often move into the space with big budgets broadcasting specials and sales, and trying to control their message. The challenge is that very few understand that the conversations about their brand define their brand. Its not big-budget advertising and beautiful video that help people in the social media. What most people are missing is the understanding of the importance of conversation and guerrilla nano-casting strategies.

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