Local Social Authority Formula
Local Social
Authority
Formula
Volume 1
NPO Strategy
By Anthony D. Gordon
By Anthony D. Gordon Page 1
Local Social Authority Formula
Income Disclaimer
This document contains business
strategies, marketing methods and other
business advice that, regardless of my
own results and experience, may not
produce the same results (or any results)
for you. I make absolutely no guarantee,
expressed or implied, that by following
the advice below you will make any
money or improve current profits, as
there are several factors and variables
that come in to play regarding any given
business.
Primarily, results will depend on the
nature of the product or business model,
the conditions of the marketplace, the
experience of the individual, and
situations and elements that are beyond
your control.
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Local Social Authority Formula
As with any business endeavor, you
assume all risk related to investment and
money based on your own discretion and
at your own potential expense.
Liability Disclaimer
By reading this document, you assume all
risks associated with using the advice
given below, with a full understanding
that you, solely, are responsible for
anything that may occur as a result of
putting this information into action in any
way, and regardless of your
interpretation of the advice.
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Local Social Authority Formula
You further agree that our company
cannot be held responsible in any way for
the success or failure of your business as
a result of the information presented
below. It is your responsibility to conduct
your own due diligence regarding the safe
and successful operation of your business
if you intend to apply any of our
information in any way to your business
operations.
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Local Social Authority Formula
Contents
Introduction ................................................................... 6
Step 1  Targeted Research ........................................... 7
Step 2 - Contact ............................................................. 9
Step 3  Pre-Meeting Research ...................................... 9
Step 4  Communicate Action Plan .............................. 10
Step 5  Seminar Facility .............................................. 13
Step 6  Sponsor Letter................................................ 13
Step 7  Event Promotion ............................................ 14
Step 8  Presentation Material .................................... 14
Step 9  Post Presentation Value ................................. 15
Step 10  Extend Your Reach ....................................... 15
Step 11  Nurture the Relationship.............................. 16
Conclusion ................................................................... 16
Resources..................................................................... 18
Copyright 2012  Anthony D. Gordon
By reading this document, you assume all risks associated
with using the advice given below, with a full understanding
that you, solely, are responsible for anything that may occur
as a result of putting this information into action in any way,
and regardless of your interpretation of the advice.
By Anthony D. Gordon Page 5
Local Social Authority Formula
Introduction
Social media and the need for companies to
understand and utilize social media as a marketing
tool, has exploded over the last decade. Companies
are actually hiring social media experts and
spending more money on their social media budget
than traditional advertising.
In this product, I m going to outline a solid and
logical formula that you can use to establish your
business as the  go-to source for social media
solutions in your community.
If you are an entrepreneur, you are viewed as a
leader in your area of expertise and in your
community. What better way is there to give back
to your community than by partnering with a local
or even national non-profit organization?
A partnership with a local non-profit organization
provides an opportunity to build a positive
impression of your business, but also allows you to
do something that will make positive impact on the
community at large.
Strategic planning, creativity and taking action are
vital to success in any endeavor. The action you
take and the commitment you put forth now, will
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Local Social Authority Formula
position you to succeed in your social media
business.
 Everything should be made as simple as possible, but
not simpler. Albert Einstein
Step 1  Targeted Research
This initial step requires you to establish 1 to 3
targets to assist in implementing your plan of
action.
The process requires you to conduct a search for
non-profit organizations in your local area. These
organizations should not only be causes you re
willing to support but they should have a sizeable
list of supporters. It s a significant plus if local
businesses are on the list of supporters.
Make sure the non-profit organizations you select
have all the legal requirements in place for you to
benefit from a tax deduction, should you elect to
take one.
Create a client contact list.
Open an excel spreadsheet and create the following
columns:
Non-profit Organization
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Local Social Authority Formula
Address
City
State
Zip
Phone
Contact Person
Supporters (Highlight local businesses)
Website
Facebook
Twitter
LinkedIn
Google Places
The reason for compiling the information will not
only assist your efforts now, but in the future should
you elect to expand into neighboring towns.
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Local Social Authority Formula
Step 2 - Contact
Now you should contact your selected non-profit
organizations and set up an appointment to discuss
why you want to be associated with them and how
you can be of service to their objectives.
Set the date at least a week or two away. This is
done so you can gather more information for the
meeting.
Your goal here is just to get the date and time set
and that s all!
Step 3  Pre-Meeting Research
You now have the date and time set. Next, you want
to do some additional research to evaluate what they
have in place for the website, social media and
community presence.
Go to their website, if they have one, and observe
the look and feel of the site. You will be looking for
potential opportunities to provide a gesture of
goodwill for the initial meeting.
Do they need a website?
Does the website need upgrading?
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Local Social Authority Formula
Do you see any social media icons?
Do they have an opt-in form?
These are just a few questions to help you find
something to create as an initial service related to
the website. Keep in mind; you re not looking for a
major project, just something to provide a good
impression. Whether they elect to work with you or
not is irrelevant. You still gave them something of
value to remember you by which may lead to a
referral or future business with them.
Do a simple evaluation for Facebook, Twitter,
LinkedIn and Google Places. Google Places is a
quick and valuable service to provide.
You should also assemble some general questions
to ask to learn more about the organization and any
current or future activities they have on schedule.
Your next step after demonstrating some genuine
interest in the organization is to communicate your
plan of action.
Step 4  Communicate Action Plan
Now here is where you communicate your deeper
value. You tell them you would like to make an
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Local Social Authority Formula
investment in their organization and you would like
to partner with them on a project.
Tell them you have a project in mind which will
generate some funding for the organization as well
as provide some beneficial information to their
patrons.
You state that you would like to provide a seminar
for the sponsors of their organization that would last
about 1 to 2 hours. The topic of the seminar will be
about the benefits of social media for local
businesses. You mention there will be an admission
of $50 for the seminar and the proceeds will go to
them for the tickets they sell.
What you will require of them is to send a letter to
their sponsors inviting them to attend the seminar.
To keep the costs down, you can ask them if they
have a facility to accommodate the event. If you re
including multiple sponsors from different
organizations you should make sure their space will
suffice, if they have it. If not, it s up to you to find
and secure a facility for the seminar.
Now back to the letter. The letter you put together
should include a RSVP and require the sponsors to
submit their money within a specified time well in
advance of the seminar.
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Local Social Authority Formula
The reason for this is the sponsors will have some
skin in the game and will feel more obligated to
attend. This also provides for a possible head count
of attendees.
You should provide the letter for them to send out
and make sure they re okay with the information it
contains. Some organizations already have set
templates for event communication to their
sponsors, so you may want to inquire about this first
before providing a letter.
Now that you have provided the plan of action, you
should provide a brief description of the benefits the
social media seminar will have for the local
businesses without going into tremendous detail.
Speak on the struggles local businesses have with
social media and the power of social media for
generating customers and increasing revenues.
As a possible side benefit, you mention that
increasing the revenues of local businesses helps the
community and maybe their charitable
contributions. This should motivate them to work
and promote on your behalf.
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Local Social Authority Formula
Step 5  Seminar Facility
If the organization doesn t have a facility you will
need to secure one.
You may want to look at local businesses willing to
host the event for free. This will provide exposure
for their business within your publicity objectives.
If you must find a paid facility, look for a clean,
professional and low cost facility. Your local library
or recreation center should have private meeting
facilities that can be reserved at a nominal cost.
Don t worry though, you should be able to recoup
far more than what you have to spend from the
potential new clients.
Step 6  Sponsor Letter
With the sponsor letter, you may choose to provide
a template for the organization to use in their
communication with their sponsors, or they may
already have a format in place. Either way, you will
want a letter to go out inviting the sponsors to
attend your seminar. Ensure that the facility
location, date and time are included in the
communication.
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Local Social Authority Formula
Step 7  Event Promotion
In order to have a successful event, you must
promote your event. Send out press releases to the
local media announcing the event. Post to local
business fan pages you re a member of, only if you
have been actively posting. If you haven t been
active, start doing so for a few days. Provide value
to the page. Doing so may generate additional
attendees and increase the interest within the
business community.
Step 8  Presentation Material
Prepare your presentation to provide tremendous
value. Present your information so they understand
the current and future way to gain customers and
increase revenue is by using social media. You
don t have to sell if you educate well. Do this
correctly and you will be viewed as a valued source
for social media marketing information. They will
see everything it takes and will realize this is not
something they want to do the work on. They will
be begging you to do the work for them!
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Local Social Authority Formula
Step 9  Post Presentation Value
For added value, at the end of your presentation, ask
the sponsors this:  If you feel you received value
exceeding the admission fee, before you leave I ask
that you make an additional donation the charity
that sold you the ticket. We have a table set up to
take donations for the organizations.
Now you should be prepared for after seminar
questions and requests for meetings.
Step 10  Extend Your Reach
Now after you have delivered a valuable seminar,
here s what you should do. Send a follow-up letter
to the participating organizations thanking them for
partnering with you. Ask them to send out a follow
up letter to their sponsors and send out a press
release to the media about the successful event. The
letter should disclose the effectiveness and
generosity your company provided to their cause
and to the local business community.
Send out your own press release as well.
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Local Social Authority Formula
Post to your social media networks with links back
to press release which you should post on your
website.
These steps should aid in establishing your business
as the local social authority for providing social
media services and information to the local
community.
Step 11  Nurture the Relationship
Continue to communicate with the non-profit
organization(s) to further establish your benevolent
presence and position your business for future
goodwill, exposure and clients.
Conclusion
We all would like quick ways to bring clients
flooding through our doors. The true path to
succeeding is in establishing a solid foundation. A
foundation built with a clear mission, genuine effort
and a sound plan. There s no get rich quick plan
here, just a solid plan of action for establishing a
reputable presence in your community and ways to
provide quality information and service. A caring
commitment for your community along with
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Local Social Authority Formula
information to increase the value of the local
business community should position you as the
local social authority for social media.
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Local Social Authority Formula
Resources
Below is a list of resources that you can use to assist
in the creation of Sponsor Letters, Press Releases or
even PowerPoint presentations at a reasonable cost.
http://fiverr.com
https://www.elance.com/
http://www.guru.com/
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