Trajectory Now Available!

Posted by on August 9, 2011 · 20 Comments 

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 CLICK HERE FOR THE INTRODUCTION

What’s in it for you?

My 504-page Guide (8MB download) will teach you everything you need to know to build
an engaged Twitter following of 75,000 individuals — and more.

You will learn CEO-level strategy, management, execution, marketing and
sales – basically everything a professional Social Media strategist or entrepreneur needs to be successful.

Most importantly, you will get results.

Want a free preview? Download the first chapter.

The paperback version will be available on Amazon soon.

ABOUT THE BOOK

EntrepreneursFOR WHOM IS THIS BOOK INTENDED
This book is intended for anyone who wants to know the secrets of Social Media success, particularly with Twitter — and anyone who wants to know how to achieve significant, sustainable and lasting results.

WHAT IS TRAJECTORY?
The term trajectory represents the powerful and predictable upward path of Social Media results — when strategy, execution and management are joined in the perfect combination – and at the perfect time.

 

TABLE OF CONTENTS PAGE
Copyright ii
Dedication iii
INTRODUCTION iv
TABLE OF CONTENTS xii
PART 1 – OVERVIEW 33
Chapter 1 – The Perfect Trajectory 34
From Propulsion to Profits 35
For Whom is “Trajectory” Intended? 36
Entrepreneurs: This Guide is for You 37
Social Media Strategists: This Guide is for You 38
CEOs: This Guide is for You 39
Why Should You Listen to Me? 40
Why Twitter? 42
The Real Question: How? Not Why? 43
The Results are Incredible 44
ROI and ROE 46
Real-World Success Stories 47
Virgin Airlines (317,281 Twitter Followers) 47
Paramount Pictures (189,317 Twitter Followers) 47
Volkswagen (64,206 Twitter Followers) 48
Twitter for Business is Simple – But It Isn’t Easy 50
Twitter Results 51
A Cautionary Note about Twitter Followers 52
What You Will Learn by Reading “Trajectory” 53
“Trajectory” is Not “Twitter for Dummies.” 53
The E13 Social Media Strategy 54
The Trajectory Formula 54
Demonstrable Value 56
The Eight Steps in the Trajectory Process 58
How Does the Trajectory Process Work? 58
The New Social Media Marketing Model 60
This is What Success Will Look Like 62
Chapter 2 – Working Together 63
Let’s Come Together 65
Who I Am Personally 67
Who I Am Professionally 68
Change is Never Easy 69
Social Media is a Mountaintop Experience 69
What’s Changed? 71
1. Costs Have Come Down 71
2. It’s a Much Bigger World 71
3. We Can Cast a Larger Net 72
4. Marketing Methods Have Radically Changed 73
5. Demonstrated Value is Replacing Artificial Price 75
What is My Perspective? 76
Developing Perspective 76
Perspective Will Change 77
Where I Choose to Live 78
A Man’s Best Friend 79
A Need to Help Others 80
Pride in America 81
Gratitude to God 81
Chapter 3 – Twitter is Serious Business 83
The Evolution of Twitter 83
Get Beyond the Initial Discomfort 84
Twitter is for Grownups 85
My Advice for the Early Adopters 87
Chapter 4 – 31 Reasons for Choosing Twitter 88
Reasons for Choosing Twitter 89
Hidden Value 90
The Value of a Marketing Shangri-La 90
1. You Can Share in the Mystique 91
2. A Substantial Twitter Following is a Badge of Honor 92
3. A Substantial Twitter Following Creates its Own Marketing Niche 93
4. A Substantial Twitter Following is an Investor Magnet 94
5. A Substantial Twitter Following is Extremely Profitable 95
6. A Substantial Twitter Following Will Grow Exponentially 96
7. A Substantial Twitter Following Will Increase Earnings 97
8. A Substantial Twitter Following Will Increase Your Company’s Valuation 98
Kinetic Energy 99
9. Twitter is Simple 101
10. Twitter is Malleable When Change is Necessary 103
11. Twitter has Longevity 104
12. Twitter Encourages Creativity 105
13. Twitter Allows for Large Homogeneous Groups 105
14. Twitter is Sustainable 106
Remarkability 107
15. Twitter Encourages Change 108
16. Twitter Enables You to Find Your Own Category of Distinction 109
17. To Be Successful at Twitter You Must Be Authentic 109
18. Twitter Enables You to Become a Trend-Setter 109
19. Twitter Allows You to Revive, Reinvent and Refresh Yourself. 110
Appurtenances 111
20. Boundless Opportunities 111
21. Cost Efficiency 112
22. Self-Perpetuation 112
23. Multipurpose 113
24. Multitasking 113
25. Creative Innovation 114
26. Effectiveness 114
27. Efficiency 114
28. Knowledge Growth 115
29. Engagement Opportunities 115
30. Profitability 115
31. Preparation for the Future 116
Chapter 5 – Starkwell School of Marketing 117
The Three Marketing Fundamentals 118
Who is Virgil Starkwell? 118
Motivating Buyers 120
The History of Traditional Motivation 121
Adapt or Die 122
Social Media Has Changed Everything 125
Chapter 6 – Two Keys to Unlocking Success 127
Helping Others 128
Collaboration 130
1. Unwillingness to Partner 130
2. Unfamiliarity with Joint Ventures 132
Chapter 7 – All Hat and No Cattle 134
A Little Research 135
How Did Their Clients Do? 137
True Experts (as of April 23, 2012) 139
Not Sour Grapes, Just Confusion 139
My Justification 140
Final Thoughts 141
Quantity vs. Quality 141
One Last Thought 142
PART 2 – STRATEGY 143
Chapter 8 – Building a Sizable Following 144
Starting from Zero 144
Creativity is Crucial 146
Steps to Build a Twitter Strategy 147
Look at the Competition with Fresh Eyes 147
Recognize that the World is Changing 149
Understand that a New Approach is Necessary 149
Stop Listening to the Naysayers 150
Be a Leader not a Follower 151
Never Give Up 151
Demand Results 152
Proving Credibility 152
The Single Entrepreneur 153
What Was Accomplished 154
Chapter 9 – The Trajectory Formula 156
Trajectory 157
Critical Mass 159
What is Critical Mass? 160
Amorphous Marketing 161
Escape Velocity 163
Trajectory Selling 164
Escape Velocity for Your Business 165
Not Your Father’s Bottle-Rocket 166
Online Requirements 167
Web Presence 168
Twitter Page 168
Outposts 168
Influence Centers 169
World-Class Multitasking 169
The Six Ignition Keys 170
Theory vs. Experience 172
Chapter 10 – The E13 Social Media Strategy 175
Change is Good 175
Digital Nervous System 176
The 13 Core Concepts 177
1. Economics 177
2. Exponentiation 178
3. Empathy 178
4. Expertise 179
5. Exclusivity 179
6. Empowerment 180
7. Evaluation 180
8. Execution 181
9. Engagement 181
10. Effectiveness 182
11. Efficiency 182
12. Emotion 183
13. Enthusiasm 184
As a Narrative 184
Chapter 11 – Critical Mass: The Secret Sauce 186
Strategic Problems Solved 188
Seven Essential Ingredients in Critical Mass 189
10,000 Followers 190
Sustainable Growth 190
Highly Targeted Followers 191
High Follower Activity 191
High Follow Ratio 192
Precise List Targeting 193
High Active User Count 194
Hypothetical Income Example 195
Chapter 12 – Escape Velocity 197
The Five Stages of Escape Velocity 198
Stage One – Zero Followers 198
Stage Two – 1 to 2,000 Followers 200
Stage Three – 2001 to 10,000 Followers 202
Stage Four – 10,001 – 50,000 203
Stage Five – 50,001 to 70,000+ 203
Chapter 13 – Amorphous Marketing 205
Time to Learn the Simple Lessons 205
Person-to-Person Interaction 208
Blog Content is also a Product 209
Your Customers Are the Story 210
Empathize, Empathize, Empathize 210
Marketing Begins With Listening 211
One Approach is Never Enough 212
PART 3 – EXECUTION 213
Chapter 14 – How to Be Successful in 33 Steps 214
General Recommendations 214
33 Required Steps 215
1. Social Media-Enabled Website/Blog 215
2. Don’t Advertise 216
3. Use WordPress for Your Website 216
4. Compelling Web Presences 216
5. Alltop.com 217
6. Tweepi.com 217
7. BufferApp.com 217
8. Hootsuite.com 217
9. StumbleUpon.com 218
10. Evernote.com 218
11. Tumblr 218
12. Google Plus 219
13. Crowdbooster 219
14. Credibility 219
15. Twitter Page 220
16. Never Buy Followers 220
17. Strategy 221
18. Klout 221
19. PeerIndex 221
20. ReTweetRank 221
21. Twitter Grader 222
22. Target Market 222
23. Don’t Sell 223
24. Early Links 223
25. Daily Activity 224
26. Retweets 224
27. Chrome Add-ons and Extensions 224
28. Retweets, @mentions and DMs 225
29. Follow Back 225
30. Twitter Rules 225
31. Daily Execution Cycle 226
32. Be Respectful 226
33. Expand Your Knowledge 226
Chapter 15 – The 7 Links to Twitter Success 227
1. Tweet Substance, Not Sales 228
2. Tweet on Target 228
3. Tweet Copiously 229
4. Tweet Deferentially 229
5. Tweet Consistently 230
6. Tweet Systematically 230
7. Tweet Tirelessly 231
Chapter 16 – Consistency 232
Stay in the Game 233
Stay on Target 235
Chapter 17 – 14 Vital Websites & Software 236
Horsepower 236
Websites and Software 237
1. Company Website 237
2. Company Twitter Page 237
3. Tweepi.com 238
4. BufferApp.com 238
5. Alltop.com 239
6. Evernote 239
7. Windows 7 239
8. Google Reader 240
9. Google Analytics 240
10. Visual Thesaurus 240
11 Chrome Browser 241
12. Crowdbooster 241
13. Tweriod 241
14. SocialBro 241
Chapter 18 – Anatomy of a Twitter Account 243
Chapter 19 – Four Ways to Engage Followers 245
1. Learn to Work the Room 245
2. Use Your Advantages 246
3. Be Engaging 248
4. Express Yourself and Take Command 248
Chapter 20 – Finding Motivated Followers 250
Motivated Twitter Followers 251
From Humble Beginnings 252
What Is A Motivated Follower? 254
The Winnowing Process 255
What Is Your Target Market? 256
How to Accumulate Motivated Followers 257
What You Will Need 257
What You Must Do 259
Chapter 21 – The Daily Execution Cycle 264
1. Plan 265
2. Purge 266
3. Pursue 267
4. Provide 269
5. Please 270
6. Position 270
7. Promote 271
PART 4 – MANAGEMENT 272
Chapter 22 – Brain Mapping 273
The Brain Map 274
Who is Right? 275
Left-Brainers and Right-Brainers 276
Left-Brainers Defined 276
Right-Brainers Defined 277
What’s the Real Solution? 278
In Social Media, Women May Have the Advantage. 281
The Six Advantages 282
1. Emotional Connection 282
2. Creative Problem-Solving Through Emotional Communication 283
3. Quantitative Skills vs. Conceptual Skills 283
4. Hormonal Differences and Stress Reactions 284
5. Language Skills 284
6. Emotions 285
Women and Soft Power 286
What is Soft Power? 287
The Glass Ceiling 288
What Are the Implications for Social Media 290
Historical Barriers to Women in Business 290
Nine Important Conclusions 291
1. Women Have the Requisite Skills. 291
2. Women Do Not Belong in Support Roles Exclusively. 291
3. Lack of Mentoring is No Longer a Problem. 292
4. Lack of Opportunities is No Longer an Issue. 292
5. High Visibility Positions are Available. 293
6. Women’s Performance is Improved by Diversity. 293
7. Women are Now Graded by the Same Criteria as Men. 294
8. Women Have Access to Informal Networks of Communication. 294
9. Harassment by Colleagues is Now Practically Non-Existent. 295
Chapter 23 – The Third Billion 296
More Good News 298
Women as Entrepreneurs 299
“If it fits, it ships.” 300
Prime Movers and Risk Takers 300
2012 Will Be the Year of the Woman 301
Chapter 24 – Demonstrable Value 302
What is Demonstrable Value? 303
Why is Traditional ROI so Elusive? 304
Who is right? 305
Context is Crucial 305
What Entrepreneurs Expect 306
During the Stages of Escape Velocity 306
Twitter Followers Have Demonstrable Value 307
The Importance of Strategy to ROI 308
Chapter 25 – Aggregate Positive Exposure 310
Return on Involvement 310
Understanding APEX 311
Two Cautionary Notes 313
The Crucial Difference — APEX by the Numbers 314
Social Media is Transformative 316
Chapter 26 – Get It Right and Never Give Up 318
One Last Time: It’s Simple but It Isn’t Easy 318
1. Get It Right 51 percent of the Time 319
2. Get It Right Once 321
3. Above All, Never Give Up 322
Let’s March Forward Together 324
PART 5 – SALES 325
Chapter 27 – Trajectory Selling 326
Chapter 28 – The Three Whats 329
What? 330
So What? 330
Now What? 331
Chapter 29 – Outrunning the Competition 332
My First Failure 332
Crossing the Finish Line 333
Running Smart 334
1. Sometimes Careful is Better than Fast 334
2. Don’t Beat Everybody, Just Your Competition 335
No One Ascends Alone 336
Just Think About the Customer 337
Zero Moment of Truth 338
Chapter 30 – The New Social Media Consumer 341
Fundamentally Changed or Finally Unleashed 341
What’s Changed? 342
Packaging & Positioning 343
What Do Consumers Want to Know? 345
Keep Your Head Out of the Sand 347
The Online Product Review Process 349
Three Vital Truths 349
Most Reviews Are Good 350
Bad Reviews Aren’t All Bad 351
The Conversation is Already Going On 351
Chapter 31 – How to Compete 353
How to Compete in Seven Words 354
1. Compelling 354
2. Organized 354
3. Market 355
4. Professional 355
5. Engaging 356
6. Transformational 357
7. Exclusivity 358
Chapter 32 – How to Devour the Competition 359
A Benevolent Great White Shark 359
Background 361
The One Big Idea 362
Make the Competition Disappear 363
Just One Example 364
How You Can Use the Same Big Idea 366
What Should You Do? 367
Chapter 33 – Value vs. Price 368
Success Means Being an “A” Player 369
Demonstrated Value 370
Artificial Price 371
Chapter 34 – 12 Steps for Creating Customers 372
12 Steps for Creating Customers 373
1. The Golden Rule of Online Business 374
2. Involvement 374
3. Listening 375
4. Authenticity 375
5. Generosity 376
6. Backbone 377
7. Aggregate Positive Exposure 378
8. Minimum Targeted Tweet Production 378
9. Critical Mass Maximization 379
10. Global Stats 379
11. Seven Elements of Critical Mass 379
12. Second-by-Second Activity 380
Use All of What You’ve Learned 380
Chapter 35 –Your Following is Valuable 381
Frequency 382
Early Lifecycle 383
Selective and Loyal 384
Increasing in Value 385
Youthful Market 386
Reliable 387
Predictable 389
Attentive 390
Referrals 391
Buyer Affinity 392
Chapter 36 – The 14 Secrets of Selling 394
The Science of Selling with Twitter 394
The 14 Secrets of Twitter Selling 395
1. Size Matters 395
2. The Axioms of Marketing – Sales Penetration 396
3. 10,000 Followers 396
4. Intelligence Gathering: Real-time Analytics & Best Time to Tweet 397
5. Insights 397
6. Lists 400
7. Hashtag, Biography & Location Monitoring 400
8. Competitors 400
9. Content, Content, Content 401
10. Improved Technology, Software and Websites 402
11. Monitor Channels for Effectiveness 402
12. Fish Where the Fish Swim 403
13. Don’t Make Me Think 403
14. Audience Churn & Other Crucial Considerations 404
Sales from New Customers 404
Evangelists 404
All-Important Audience Churn 405
The Exciting Mathematics of Audience Churn 406
Chapter 37 – How to Make Sales Happen 408
Astonishingly Simple 410
Don’t Try to Sell Too Soon 410
Make it a Party, Not a Trip to the Dentist 411
It’s Much Better to Be the Host than a Guest 412
Don’t Make Your Guest Think Too Hard 412
Work the Room 413
Follow the Rule of Seven 414
Understand What Motivates Your Followers 415
Follower Behavior and Preferences 416
Ad Age Study – March, 2012 417
Entrepreneurial Tools and Techniques 418
Best Time to Tweet – SocialBro 418
SocialBro 419
Types of Trajectory Selling 421
1. Passive 422
2. Active 423
Targets of Opportunity 424
Instant Discount 425
PhraseExpress 425
Deep Market Segmentation 426
Your Followers & Potential Customers 427
What Are They Like? 427
Customers are Connected 428
Customers Expect and Appreciate the Opinions of Others 428
Customers Do Their Research Online 429
Customers Are Not Shy 429
Customers Expect You to Engage with Them 429
Customers Now Control the Sales Process 429
How Can We Best Sell to Them 430
Offer Discounts 430
Offer Exclusivity 430
Offer Referral Programs 431
How Should We Treat Them 431
Amazing Customer Support 431
We Should Be Grateful 431
We Should Ask for Comments 432
We Should Engage with Them 432
We Should Encourage Evangelism 432
We Should Be Personal, Professional and Proud 432
The Final Stage is Set 433
Chapter 38 – The Quiet of Space 434
A Discovery for All of Us 436
Conclusion 438
EPILOG 440
World and National Politics 441
Disaster Relief and Emergencies 443
26 Charities and Non-Profits that are Winning on Twitter 445
About the Author 455
Social Media Glossary 457
Index 487
Endnotes 504


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Trajectory Is Available Now

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About Michael R.H. Stewart
"Give me faith, freedom, resources, and a little time ... and I will make things happen that matter." 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 65,000 engaged Twitter followers (http://twitter.com/jerichotech). He enjoys 20 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 (his new book, Trajectory, is being published in January, 2012), a creative thinker and problem solver.

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(@mstewartjericho) (@mstewartjericho)

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Michael R.H. Stewart

Hello William. I am delighted that you are looking forward to Trajectory. It is made to order for non-profit organizations and for those who wish to help them. Please keep me posted on your future successes, and I'm sure there will be many. It is an honor to have you among my Twitter followers and I look forward to following your career. Warm Regards, Michael.

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Vena Jensen

Michael, I'm looking forward to reading your new book titled "Trajectory." And I totally understand - and agree - about critical mass. For me, Twitter also has a funnel affect. I may not connect with each and every follower, but the ones that I am able to connect with, and that embrace a connection with me, have been major influences in my business. For this reason, I value each and every "Tweep" because, well, you never know what the Universe has in store for us. :-) P. S. I love being one of your "tweeps."

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Michael R.H. Stewart

Vena, first of all "Thank you" for your kind words. More importantly, I want to comment on your comment. No one, despite their strong desire to do so, can deeply engage with each and every follower -- there is no shame in that. It would be a superhuman task, and fortunately, we are all simply human. But there is one advantage that sometimes we miss. When we put our heart and soul into what we write, (which I know you do), and broadcast that to a remote but appreciative following, perhaps at least one person for reasons only they know will take something away of value. If only one person out of thousands gains something, anything, we have made an important contribution -- a contribution to be proud of. You are one of those rare individuals with something of value to say, and I am proud to know you. Michael

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Michael R.H.Stewart (@mstewartjericho) (@mstewartj

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Michael R.H. Stewart

Hello William. I am delighted that you are looking forward to Trajectory. It is made to order for non-profit organizations and for those who wish to help them. Please keep me posted on your future successes, and I'm sure there will be many. It is an honor to have you among my Twitter followers and I look forward to following your career. Warm Regards, Michael.

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Vena Jensen

Michael, I'm looking forward to reading your new book titled "Trajectory." And I totally understand - and agree - about critical mass. For me, Twitter also has a funnel affect. I may not connect with each and every follower, but the ones that I am able to connect with, and that embrace a connection with me, have been major influences in my business. For this reason, I value each and every "Tweep" because, well, you never know what the Universe has in store for us. :-) P. S. I love being one of your "tweeps."

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Michael R.H. Stewart

Vena, first of all "Thank you" for your kind words.

More importantly, I want to comment on your comment.

No one, despite their strong desire to do so, can deeply engage with each and every follower -- there is no shame in that. It would be a superhuman task, and fortunately, we are all simply human.

But there is one advantage that sometimes we miss. When we put our heart and soul into what we write, (which I know you do), and broadcast that to a remote but appreciative following, perhaps at least one person for reasons only they know will take something away of value. If only one person out of thousands gains something, anything, we have made an important contribution -- a contribution to be proud of. You are one of those rare individuals with something of value to say, and I am proud to know you.

Michael

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wrobson
wrobson 5 pts

Hi Michael,I am one of your followers that can't remember why I am following you! I think this is the first time that I've looked into one of your posts and I think I'll have to treat myself to a Christmas book this year when "Trajectory" is officially published. I currently a Marketing student in Vancouver, and I have been practising my social media capabilities by using wordpress, storify, twitter, google+, fb and klout, so I look forward to seeing what you have written about these various tools for communication.I am currently volunteering for the non-profit organization "TrenchTown Reading Centre" based out of Kingston Jamaica and I hope to put some of my tools in use to fund-raise and improve their communication model with their supporters.

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Vena Jensen

Michael, I'm looking forward to reading your new book titled "Trajectory." And I totally understand - and agree - about critical mass. For me, Twitter also has a funnel affect. I may not connect with each and every follower, but the ones that I am able to connect with, and that embrace a connection with me, have been major influences in my business. For this reason, I value each and every "Tweep" because, well, you never know what the Universe has in store for us. :-) P. S. I love being one of your "tweeps."

share
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Michael R.H. Stewart

Vena, first of all "Thank you" for your kind words.

More importantly, I want to comment on your comment.

No one, despite their strong desire to do so, can deeply engage with each and every follower -- there is no shame in that. It would be a superhuman task, and fortunately, we are all simply human.

But there is one advantage that sometimes we miss. When we put our heart and soul into what we write, (which I know you do), and broadcast that to a remote but appreciative following, perhaps at least one person for reasons only they know will take something away of value. If only one person out of thousands gains something, anything, we have made an important contribution -- a contribution to be proud of. You are one of those rare individuals with something of value to say, and I am proud to know you.

Michael

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  1. The “Show Me” Factor – Demonstrable Value (Part1) : Jericho Technology, Inc. says:
    November 21, 2011 at 4:53 am

    [...] Please note:  This is Part 1 of Chapter 26 from the forthcoming book, Trajectory. [...]

  2. The One Secret to Winning at Twitter : Jericho Technology, Inc. says:
    December 1, 2011 at 12:35 pm

    [...] Posted by Michael R.H. Stewart on December 1, 2011 · Leave a Comment  Hello there! If you are new here, you might want to subscribe to the RSS feed for updates on this topic.(function() {var s = document.createElement('SCRIPT'), s1 = document.getElementsByTagName('SCRIPT')[0];s.type = 'text/javascript';s.async = true;s.src = 'http://widgets.digg.com/buttons.js';s1.parentNode.insertBefore(s, s1);})(); This is an excerpt from Chapter 29 of the forthcoming book, Trajectory. [...]

  3. Four Success Lessons from Humpty-Dumpty : Jericho Technology, Inc. says:
    December 31, 2011 at 8:05 am

    [...] This is Chapter 10 from the forthcoming book, Trajectory. [...]

  4. The 7 Indispensable Links to Twitter Success : Jericho Technology, Inc. says:
    January 1, 2012 at 11:26 am

    [...] is Chapter 56 of the forthcoming book, Trajectory.  It is the last chapter that will be made available prior to publication later this [...]

  5. Five Great Twitter Tools to Grow your Network - Twitter Tools for Business — PeterTrapasso.com says:
    April 29, 2012 at 3:59 pm

    [...] Tweepi has a funny name but is most useful for growing and maintaining your Twitter network.  I give credit to Michael R. H. Stewart of Jerichotech for inspiring me to master Tweepi.  He describes its importance in great detail in his new book, Trajectory. [...]