Five tricks to grow your audience using social media
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The document discusses the massive user engagement on social media, specifically noting that 1 billion people were on Facebook simultaneously. It emphasizes the importance of strategic planning, creativity, analytics, and audience engagement in building a social media presence, alongside various techniques to attract attention. The text also highlights the potential for misinformation in social media and the necessity for verifying sources and identities online.
Five tricks to grow your audience using social media
- 10. 1 Billion people all on Facebook at the same time …that’s a lot of procrastination Last week 1 billion people were on Facebook AT THE SAME TIME
- 11. 52 million live web viewers
- 12. Owned Media is any media produced by a company about, or in support of, it’s own product Sales up 13% worldwide
- 14. Selling Ferraris on YouTube
- 15. 1. Plan. Take it seriously. (No interns!) 2. Use Professional-grade tools. 3. Be creative – use a “voice” that fits. 4. Measure what you do, using analytics 5. Use social grooming as a reward
- 16. You cannot rely on accidents and luck to build an audience. 1. Planning for growth
- 17. Understand who your audience is
- 18. LISTEN
- 19. If your social media manager looks like this …
- 20. … maybe you should hire someone like this.
- 21. 2. Use professional tools
- 29. 3. Creativity –find a voice that fits The point of using social media is to get people’s attention
- 30. Craft viral headlines/content There is no “one formula to rule them all” But There are no rules – but there are general guidelines No “One Strategy to Rule Them All”
- 31. 10 techniques to use to get people’s attention
- 32. Curiosity
- 33. 1. Curiosity • Is social media worth paying attention to? • Would you do THIS for money? • This sucks, you lose. • What’s your problem? Do you HATE money? • Why does everyone love my content?
- 34. Offer
- 35. 2. Offer • Here’s my presentation – free! • I have a gift just for you • Copy and paste this business plan for free • Steal my best offers and use them to build your audience
- 36. Flattery
- 37. 3. Flattery • I’ve always wanted to tell you this… • Your site is amazing • You have everything you need to succeed already • Here are some people who are saying nice things about you
- 38. Social Proof
- 39. 4. Social Proof • This guy is just like you – and now he makes $1 million a year! • This company followed our example - and now they’re crazy successful • Read how this guy took a useless website and just sold it for $188,000
- 40. Utility
- 41. 5. Utility • The best tools to build your social media audience are… • A complete guide to how to use Google AdSense • Here’s my cheat sheet on how to build the best social media community
- 42. Urgency
- 43. 6. Urgency • This offer disappears at midnight • Flash sale! 51% off ends tonight! • You have ONE day to watch this video • This is your last chance! • You forgot this during today’s training session
- 44. News
- 45. 7. News • Have you heard what happened yesterday? • Latest report: your company is headed for trouble • New study shows that your best customers are finding someone else
- 46. Story
- 47. Story • “It was midnight, and the car was running low on gas. I could hear the zombies chasing me…” • “Male birth control pills could end human life on Planet Earth…” • “I looked at the shadowy figures on the video screen, and then pulled the trigger on the drone…”
- 48. Sentimental
- 49. Sentimental • This little girl walked 300 kilometers to bring this to her father • Why this dog never stopped searching for his master for 12 years • Baby pigs saved by mother tiger
- 51. Funny/Cool
- 52. Funny/Cool • Crazy Russians use tractors as race cars • Monkey uses skateboard to deliver pizza • Playing new video game will make you stronger than a bull (sort of) • Cat riding a Roomba dressed as a shark, chases baby duck
- 54. 4. Analytics – what counts • Measure what you are doing • Find “influencers” • Find what platform people are talking on • Find the most popular subjects/keywords • Find what people HATE (and try not to do it) • Know when your audience is online
- 56. This will steal your brain… http://www.google.com/trends/hottrends/visualize?nrow=5&ncol=5
- 57. Alexa – to judge site popularity See what your competition is doing – and is it working R&D = “Rip off and Do it better”
- 58. Compete.com
- 75. 5. Social grooming as reward
- 76. • If you have a Twitter feed with no @ or RT in it, you are doing it wrong • If you have a Facebook feed with no replies or conversation, you are doing it wrong
- 77. • If you have an Instagram account with no Likes, you are doing it wrong • If all you do on YouTube is publish your videos and never comment or share others’ works – you are doing it wrong
- 78. SOCIAL MEDIA IS NOT ABOUT A ONE-WAY CONVERSATION.
- 80. I’ll tell you a secret… PEOPLE HATE ADVERTISING
- 81. 6. TROLL-KILLING BONUS TIP Don’t be a ***hole. Someone is going to say something on the internet that is going to enrage you. PUT THE PHONE DOWN. Print out the nasty comments on paper, put them in the driveway, and run them over with your car.
- 82. Is anyone else sick of these guys? Social Media Ninja Social Media Guru
- 84. CAN WHAT IS SAID ONLINE REALLY HAVE AN IMPACT ON THE ECONOMY OF AN ENTIRE COUNTRY?
- 85. Costa Rica: Social Media to sell coffee
- 101. GREAT. NOW HOW CAN WE BUILD AN AUDIENCE USING SOCIAL MEDIA?
- 102. Exercises: 1.Go to the following sites. 2.Type in the name of your organization. 3.Share results
- 103. Once we’ve found a conversation – how do we know that the people who are having it are real – and not “sock puppets” or trolls? Or what they are saying is real?
- 104. • Politifact.com • Snopes.com • Truthdig.com • Opensecrets.org Fact-checking sites
- 105. Compare their use of social media on various sites to see if they are using the same “voice” Compare their public messages with the ones that appear on their official site Confirming Identity
- 106. Look for email address in their name if that is possible Verify that it is them in the photos. This is a quick and easy way to discover if a profile is false, especially in Facebook Verify the list of their friends that they are actually people that know this person Confirming Identity
- 107. Is there a consistent phrase or expression they use? Is that something that seems familiar? Is their use of language consistent with their country of origin? Or their region? Are all the messages general commentaries, or something you can find easily in the press? Pay special attention to their words:
- 108. Do they repeat the same words, phrases or links over and over again? Then they are probably a SPAMBOT Check if they follow a lot of people – but not that many follow them Verify if the account is brand-new, with few messages, or most of the messages were posted recently Maybe write a story about the fake famous people to alert your readers that there are scam artists out there Pay special attention to their words:
- 109. • Monitor across platforms (including Facebook, YouTube, Twitter, Soundcloud, AudioBoo, Bambuser) • Spot and understand trends (using tools like Hootsuite, Tweetdeck and Trendsmap to create lists and identify trending topics) • Build a network of contacts before the story breaks and limit the stress • Use online tools to examine evolution of images (including TinEye, Google Images and WolframAlfra) • Verifying sources – speak to them and cross reference answers with social data • Verifying sources – look at social media history across platforms Verification Checklist
- 110. • Use Whois tools to verify websites • Check for photoshopping or repetition in images • Apply the Too Good To Be True test • Harness online discussion boards and experts (use sites like Snopes to spot urban myths and common hoaxes early on) • Question edited footage • How urgent is it – could more steps be taken to verify before you publish? • Crowdsourcing – 'be judicious' about how you send out unconfirmed information • Consider any permissions and crediting which may be necessary • Clearly communicate the level of verification a story has been given • Made a mistake or new information come to light? Issue a clear and networked correction Verification Checklist
- 118. OK, these are not even trying hard…
- 122. Attention in the virtual world is like money in the real world; the very presence of it attracts more of the same, producing what might seem like gross iniquities. A cat falling off a sofa is less important than riots in Venezuela, yet we can now see how our attention goes to one not the other. Measuring how and what we read online has become an obsession for all publishers.
- 123. The abundance of possible metrics now available to publishers is not necessarily helping either. Using NSA-style techniques (although naturally much more benignly), the Guardian or any other publisher can track every movement you make on an online piece, where you come from, where you go to, whether you are actively reading or whether you have tuned out.
- 124. These metrics form themselves into the basis of advertising sales and increasingly inform editorial decisions too. Morning news conference is more likely to be an in-depth look at analytics than a discussion of "what's on today" at the most sophisticated news companies.
- 125. First, some bad news… We used to think that the internet was this magic invention that would open the doors to everyone in the world to all join together and trade, share, collaborate and make the world a better place…
- 126. I’m not saying we were totally wrong But. The popular conception is of young, committed, passionate, freedom-loving internet activists running circles around the old, slow, bloated, repressive police state regimes. That may have once been true. But it is now just a fantasy
- 127. Why is online opinion important? Or THINK I know…
- 129. On Sept. 11, 2014
- 130. Hundreds of Twitter accounts were documenting a disaster right down the road. “A powerful explosion heard from miles away happened at a chemical plant in Centerville, Louisiana #ColumbianChemicals,” a man named Jon Merritt tweeted. The #ColumbianChemicals hashtag was full of eyewitness accounts of the horror in Centerville. @AnnRussela shared an image of flames engulfing the plant. @Ksarah12 posted a video of surveillance footage from a local gas station, capturing the flash of the explosion. Others shared a video in which thick black smoke rose in the distance.
- 132. As politicians and business leaders have come to recognize the power of online commentary
- 133. The commentators are known as the 50-Cent Party, as they are said to be paid 50 cents for every post that steers a discussion away from anti- party content or that advances the Communist Party line.
- 135. Venezuelan President Nicolás Maduro and his political allies claim to be the victims of a U.S.-sponsored campaign of diplomatic and economic aggression. Fortunately for them, a lone voice from Washington has emerged to express steadfast support for the current regime. Over the past several months, White House spokesperson Jim Luers has been quoted by everyone from Venezuela’s state-run media to members of its parliament. The only problem: He doesn’t actually exist.
- 136. From London, where al-Mahmoud lives, they invented a fake Iraqi village called Shichwa, which they claimed was situated just northwest of the holy city of Karbala and just vacated by ISIS, thanks to the martial prowess of the Iran-backed Hashd al-Shaabi, or the Popular Mobilization Committees of Shia militias, which are leading the ground offensive against the Sunni terror group. They also doctored screen grabs from CNN and al-Arabiya, the Saudi- owned outlet, purportedly showing Anderson Cooper, Wolf Blitzer and other news anchors discussing the latest siege of Shichwa, complete with Photoshopped chyrons. “We wanted to bait the militias,” al-Mahmoud, an Iraqi Shia who hates ISIS but is deeply critical of Baghdad and its outsourced war to sectarian paramilitaries, told The Daily Beast. “So my friend Firas and I said, ‘Why not invent a battle and a small village to see if the websites or social media of the government pick up the story, and this way we can assess how desperate they are.” Except the spoof should have been obvious: Shichwa is actually the name in Arabic of a leather pouch— really more of a bladder—used by Iraqi peasants to churn milk into butter.
- 137. They also doctored screen grabs from CNN and al-Arabiya, the Saudi-owned outlet, purportedly showing Anderson Cooper, Wolf Blitzer and other news anchors discussing the latest siege of Shichwa, complete with Photoshopped chyrons. …we’ll get to Photoshop in a bit…
- 138. IS THERE NO GOOD NEWS?
- 139. Think of it as “antibodies fighting an infection”
- 142. 1. Search for person 2. Click on “Conexiones”
- 143. Directory and Mobile App
Editor's Notes
- #74: This shows you trending topics by region
- #89: There are blogs that dedicated to the café culture – the smart coffee marketers acknowledge these sites and work with them to promote their specialty brands.
- #90: The 11 biggest specialty coffee roasters in North America all have a blog. On it, they talk about the latest and greatest developments in coffee for fanatics.
- #92: Here are some of the issues they talk about – organic, sustainable farming is a biggie.
- #94: The payoff for all this is that these blogs also have “Passports” where each month, people can sign up to get coffee sent to them thru the mail.
- #95: Pay attention to the prices here – the coffee from countries that estates that use social media best for self-promotion sell at $19.99/pound. Ethiopian coffee sell for 77 cents.
- #110: Before you respond to a story that is blowing up on social media – or start spreading a story yourself via press releases that you have spotten on social media – follow these steps to make sure you don’t wind up ruining your credibility