This 10.5-hour, 51-lecture course is based on the popular book Trajectory: The Ultimate Guide to Building a Successful Business with Twitter. In addition to the lectures, there are screencast tutorials, infographics, slide presentations and scripts so you can have an even deeper understanding of the subject.
Building a substantial, loyal and engaged Twitter following for your company is the key to immense financial gains in the future.
Trajectory starts where other courses leave off -- with an advanced, professional, process that leads to guaranteed results.
The course is taught by the author, thought leader and President of Jericho Technology, Inc., Michael R. H. Stewart. Mr. Stewart has 126,000 Twitter followers.
Who is this course intended for?
Welcome to Trajectory: The Ultimate Guide to Building a Successful Business with Twitter.
The key to immense financial gains.
Trajectory starts where all other courses leave off – with a professional process with guaranteed results.
51 lectures with 9.5 hours of content.
Slides, transcripts, infographics and a screencast.
Why should you listen to me?
Many of us have been there. It's an empty conference room where moments before an important, even pivotal marketing meeting has taken place.
Around the table had assembled the best minds our company had to offer with one mission: After two years of intense effort our exciting new product was ready for launch -- and it was our job to market it successfully.
Everything now rested squarely on our shoulders and the future of the company could be at stake. The marketplace was uncertain, budgets were limited and mistakes could be lethal.
Where would our customers come from? How would we motivate them to buy when they arrived? And how much would it all cost?
We had to hit this one out of the park and we all knew it.
The Marketer’s Conundrum
Social Media is the Solution
Tips, Tricks or Truth
Welcome to Trajectory
Trajectory is an uncommon word in business. It normally suggests
the flight path of a missile as it rockets into space, the dramatic arc of a
forward pass in the NFL, or the exciting upward mobility of your career path as
you climb the ladder of success.
Many years ago, I was invited by NASA to the launch of the space shuttle Discovery.
Within these lectures the space shuttle is a metaphor for your business and the term “trajectory” represents the powerful and predictable upward path of Twitter results when strategy, execution and management are joined in the perfect combination and at the perfect time.
Entrepreneurs: This Guide is for You
Social Media Strategists: This Guide is for You
CEOs: This Guide is for You
The Real Question: How? Not Why?
The Results are Incredible
ROI and ROE
Real-World Success Stories
My Twitter Results
The Trajectory Formula
How Does the Trajectory Process Work?
The New Social Media Marketing Model
One of the most common questions I am asked is “Why choose Twitter for business?” We all know the obvious answers, or think we do, but what about the less than obvious ones? Are there justifications that are truly significant but generally overlooked? Yes, I believe there are.
In addition to the discussion in lecture 1, this lecture will continue the “Why Twitter” subject with 31 less than obvious reasons why I believe Twitter makes sense as a business strategy.
Watching the way many social media users fill their Twitter streams with endless sales promotions and spam, I often think that they are graduates of the fictional “Virgil Starkwell School of Marketing.”
What do you learn about marketing at the Starkwell School?
Do the Starkwell methods work in social media?
The Three Marketing Fundamentals
Who is Virgil Starkwell?
Instead of motivating people … find people who are already motivated.
The History of Traditional Motivation
Adapt or Die
Social Media Has Changed Everything
There are two keys to unlocking success with Twitter that I have found to be especially useful: helping others and collaboration. They are discussed in this lecture.
Any social media practitioner promoting his company to businesses and entrepreneurs for its Twitter expertise – but without a significant Twitter following of its own -- is about as credible as a Texas cattle rancher in an expensive suit, with a big hat, but no livestock.
One cow on the side of the road does not make you a cattleman.
In Texas, where I spent most of the last two decades, we have a name for such a company, we say it is “all hat and no cattle.”
Building a sizable and engaged Twitter following from scratch, like all other pivotal business functions, should begin with a results-oriented strategy.
1. Look at the Competition with Fresh Eyes
2. Recognize that the World is Changing
3. Understand that a New Approach is Necessary
4. Stop Listening to the Naysayers
5. Be a Leader not a Follower
6. Never Give Up
7. Demand Results
The Single Entrepreneur
What Was Accomplished in My Case?
The Trajectory Formula as presented in this course is a significant departure from traditional marketing theory and practice.
Stated algebraically, it is:
S = (T + CM + AM + EV) x TS
Stated differently the formula is: Success equals Trajectory, plus Critical Mass, plus Amorphous Marketing, plus Escape Velocity, multiplied by Trajectory Sales.
The components of the formula are discussed in this lecture.
These are the core concepts of the E13 Social Media Strategy which are explained and discussed in this lecture.
Critical Mass is a concept borrowed from nuclear fission where it is “the smallest amount of fissile material needed for a sustained nuclear chain reaction.”
In a nuclear reactor, critical mass is reached by gradually inserting bars of Uranium 235 into the reactor until a chain reaction takes place.
In the Trajectory Formula, critical mass is the “smallest number of highly targeted and engaged Twitter followers needed for sustainable growth.”
In Trajectory, the requisite Critical Mass is reached by finding, engaging, segmenting into target markets and completely understanding a substantial number of followers -- and later building products and services to meet their specific needs and wants.
The actual number required will depend upon your market, its size and engagement potential. In my case it was 50,000 followers. It can be as little as 10,000.
In physics, escape velocity is “the speed above which an object will depart the Earth on a ballistic trajectory and never fall back to the surface nor assume a closed orbit.”
Such an object is said to “escape” the gravity of the Earth.
Once escape velocity is achieved, continued energy for thrust is less important. The object’s rise will continue unabated by atmospheric friction and gravity. Advancement is effortless.
In Trajectory there are five stages of Escape Velocity -- measured in targeted follower count rather than miles-per-hour.
Stage One – Zero Followers
Stage Two – 1 to 2,000 Followers
Stage Three – 2001 to 10,000
Stage Four - 10,001 – 50,000
Stage Five – 50,001 to 70,000+
Amorphous Marketing is marketing without a rigid preconceived form. It is necessary to give the customer what he wants and needs. It is absolutely essential to the Trajectory sales process. It is described in this lecture.
To build a successful Twitter following is relatively simple but it definitely isn’t easy.
The 33 Required Steps are discussed at length in this lecture.
There are seven indispensable links in the chain between a desire for Twitter accomplishment and actually accomplishing unbridled success -- and the chain is only as strong as its weakest link.
These seven links are discussed in this chapter.
If I was forced to choose just one secret to winning with Twitter, consistency would be very near the top of the list.
It may not be sexy but consistency is just another name for unadulterated hard work, applied knowledge and constant improvement.
There is no short-cut to success — you must be good at what you do and you must do what you’re good at — consistently.
There are 14 websites and software applications that will greatly assist your Trajectory implementation.
The 14 websites and software applications are discussed in this lecture.
While every Twitter account is different – based upon dissimilar strategies, management approaches and execution techniques – they do have certain characteristics in common. Mature and successful Twitter accounts have an anatomy that is remarkably alike.
This lecture explains.
1. Learn to Work the Room
2. Use Your Advantages
3. Be Engaging
4. Express Yourself and Take Command
What Is A Motivated Follower?
The Winnowing Process
What Is Your Target Market?
How to Accumulate Motivated Followers
What You Will Need
There are seven basic steps in the Daily Execution Cycle.
Social media is a profoundly important innovation in the way the world does business. But it is not yet living up to its enormous potential. So, what’s the problem? The answers are all over the brain map.
By understanding the Brain Map, you can begin to understand the problems associated with social media.
Science has studied the dual nature of the brain for a long time. Many problems with social media stem from the divergent thinking that emanates from either side.
Women in the executive workforce are finding themselves at the epicenter of a shockwave that is changing the economic world as we know it — or more correctly, as some thought they knew it.
This group’s impact on the global economy will be at least as significant as that of China and India’s billion-plus populations. But its members have not yet attracted the level of attention they deserve.
If China and India each represent one billion emerging participants in the global marketplace, then this “third billion” is made up of women, in both developing and industrialized nations, whose economic lives have previously been stunted, underleveraged or suppressed.
Another ongoing discussion that has attracted a lot of ink over the last two years is Return on Investment or ROI.
Trajectory has a new concept to add to the ROI discussions. I call it Demonstrable Value.
Demonstrable Value is the earliest social media outcome that’s measurable. It is value that you can see and feel; value you can quantify; value that will predictably turn into cash and ring the cash register in the future.
At the beginning of this course I warned you that Twitter for business was not going to be easy. It may often seem like an uphill struggle.
Like the game of chess -- that can be learned in an afternoon but requires hard work and sustained effort for many years to master – Twitter for business is simple but it isn’t easy.
1. Get it right 51 percent of the time.
2. Or at least get it right once.
3. And above all, never give up.
For 27 lectures I have been slamming the door on all sales activity – advising you to wait until the proper time. With this section of the course we have finally reached the proper time. It’s finally time to sell.
This is not, however, ordinary selling. This is Trajectory Selling – selling that incorporates all of the strategy, execution and management techniques that you have carefully learned in these lectures.
The essence of sales success online is the ability to effectively communicate three ideas to your customer.
These are ideas that rarely find their way into business books and seminars, as simple ideas seldom do.
It’s unlikely that you will read them in your Twitter stream. They are subtle but absolutely mandatory for long-term, sustainable success.
I call them the Three Whats:
2. So What?
3. Now What?
Everything in life is a competition – with someone or something. But running fast has been overrated since we left our arboreal ancestors in the trees. It is infinitely wiser to run smart.
1. Sometimes Careful is Better than Fast
2. Don’t Beat Everybody, Just Your Competition
No One Ascends Alone
Just Think About the Customer
The Zero Moment of Truth
Some marketers believe that social media has changed the consumer fundamentally. I prefer to think that he has been unleashed from the constraining bonds of traditional marketing and given the freedom to behave naturally.
Either way, it is clear from the evidence that in the age of Twitter we must adapt our marketing techniques or lose our market share.
Packaging & Positioning
What Do Consumers Want to Know?
Keep Your Head Out of the Sand
The Online Product Review Process
Recently, the world lost one of its finest innovators, Steve Jobs. Among his myriad talents was the ability to differentiate appropriately between value and price.
One of his earliest and most eloquent evangelists, Guy Kawasaki, put it this way:
“Woe unto you if you decide everything based on price -- even more woe unto you if you compete solely on price.”
The lecture discusses this vital idea.
Perhaps the most persistent question in social media is “How do we turn our followers into customers?”
There are 12 Steps for creating customers
1. The Golden Rule of Online Business
7. Aggregate Positive Exposure
8. Minimum Targeted Tweet Production
9. Critical Mass Maximization
10. Global Followers
11. Seven Elements of Critical Mass
12. Second-by-Second Activity
You might think of Trajectory Power Tweeting as the Red Carpet of the Trajectory Process.
Trajectory Power Tweeting is the pièce de résistance -- the principal or most outstanding item -- in Trajectory execution.
Because of its importance to the ongoing process of maintaining your engaged Twitter following -- without which sales cannot occur -- and also because it relies on many of the preceding lectures, I have reserved this discussion for a later part of the course.
In this lecture, you will learn a critical series of tools and techniques that will distill everything you have learned into a fast, professional and highly effective tweeting technique.
The reasons your Twitter following is valuable.
What is it about your Twitter followers that sets them apart and makes them a particularly fertile sales opportunity?
Selective and Loyal
Increasing in Value
There has not been a great deal written about the science of selling with Twitter. Perhaps that is because most businesses on Twitter don’t approach selling in the proper way or at the proper time, or perhaps it is because not much empirical data is available.
It’s only upon mastering the science that truly successful sales volume will occur. By its very nature, this lecture is subjective. It represents my opinion after 2 1/2 years of effort.
The 14 secrets are discussed in this lecture.
A few concrete suggestions on how to make sales happen.
Titled "How to Make Sales Happen", not "How to Sell", because Trajectory Selling is not something you do -- it is something that happens naturally.
That may sound like a subtle distinction, but believe me it is not. If by the time you finish this lecture you understand that subtlety you will be well on your way to success.
It is astonishingly simple to sell on Twitter with just a little common sense and patience.
1. Don’t Try to Sell Too Soon M
2. Make it a Party, Not a Trip to the Dentist
3. It’s Much Better to Be the Host than a Guest
4. Don’t Make Your Guest Think Too Hard
5. Work the Room
6. Follow the Rule of Seven
7. Understand What Motivates Your Followers
8. Follower Behavior and Preferences
Twitter followers predominantly follow a company’s Twitter account for three reasons.
Entrepreneurial Tools and Techniques
Best Time to Tweet - SocialBro
There are two general types of Trajectory Selling: passive and active.
Deep Market Segmentation
Customers Expect and Appreciate the Opinions of Others
Customers Do Their Research Online
Customers Are Not Shy
Customers Expect You to Engage with Them
Customers Now Control the Sales Process
How Can We Best Sell to Them?
Renews the experience of watching the space shuttle Discovery as she blasted into the future so many years ago.
Senator and Astronaut John Glenn spoke at her transfer ceremony as she took residence in the Smithsonian’s Udvar-Hazy Center.
This is the concluding lecture, but much more help is on the way. There are 8 more infographics, presentations and a screencast tutorial to view which will give you an even deeper understanding of Trajectory. I hope you enjoy them.
This lecture is an infographic: 28 Reasons for Choosing Twitter to Build Your Business. It lists all 28 reasons with a brief description of each. It visually emphasizes previous lectures.
This lecture is an infographic: Five Do’s and Don’ts for Successful Twitter Users. It lists them all with a brief description of each. It visually emphasizes previous lectures.
This lecture is an infographic: Left-Brainers are Killing Social Media – What to Do?
It lists 6 main points with a brief description of each. It visually emphasizes previous lectures.
This lecture is an infographic: Twitter Success Stories
It discusses three major successes with a complete description of each. It visually emphasizes previous lectures.
This lecture is an infographic: Twitter Growth – What You Can Expect
It discusses what you might expect in terms of your Twitter growth, using my results as an example. It visually emphasizes previous lectures.
This lecture is a 24-minute long screencast of the actual steps that should be taken every day in the Daily Execution Cycle. It is thorough and it is the exact method I have used to build a 103,000 Twitter following.
It visually emphasizes previous lectures.
This lecture is the slides and script for the important steps in Finding Motivated Followers.
It visually emphasizes previous lectures and can be used as a manual for performing this important function.
This lecture is the slides and script for the important steps in Making Sales Happen.
It visually emphasizes previous lectures and can be used as a manual for performing this important function.
My concluding remarks.
Any discussion of Twitter for business would be incomplete without a brief appraisal of its impact for good.
During its brief lifespan, Twitter has had a significant impact on world politics, disaster relief, emergencies, charities and non-profits. Even the Space Shuttle was an active Twitter account.
World and National Politics
Disaster Relief and Emergencies
26 Charities and Non-Profits that are Winning on Twitter
I would like to thank HubSpot, one of the finest inbound marketing organizations in existence today, for most of this glossary. I have added sections for Trajectory but otherwise this is as good a compilation as exists anywhere.
Michael R.H. Stewart is a respected Internet executive with broad experience in all aspects of online business, with an emphasis given to social networking development, and company management. He has over 131,000 engaged Twitter followers (http://twitter.com/jerichotech). He enjoys 22 years of direct experience with corporate, entrepreneurial, governmental and non-profit clients, having advised them on all aspects of their online initiatives. Prior to his Internet career, he served as a Senior Vice President of AIG Marketing, doing business in 135 foreign countries as well as the United States. Stewart is an experienced public speaker and communicator, with worldwide experience; an expert on corporate branding; an accomplished writer, a creative thinker and problem solver.