How to make (anything) viral

how to make anything viralI find it interesting to listen to agencies, professionals, marketing directors or advertising specialists talk about virality. It surprises me when they decide to sit down and write something that will supposedly go viral. This turns into hilarity when they demand the video you launch goes viral, and it’s Utopian for them to think that the work they do will go viral. Improbability arises when we expect an idea/virus to go beyond our own world perspective. That’s why we constantly fail in our attempts to reach virality.

Virality belongs to the people

It isn’t brands, Facebook, Adwords, Twitter or YouTube that cause virality. Virality comes from your ability to create something unexpected; something that has an impact and catches your audience unawares. Virality belongs to the people outside your circle of influence.

You will never go viral while you expect to conquer the meaning of the term ‘viral’, working on it endlessly.

Amazing beyond amazement

Matinée’s latest video, Ibizious, has gone viral; everyone’s talking about it. When they thought about it, they didn’t think about doing a viral video; they thought about making a video that someone would like, which would then replicate to many. The true value was in creating a video that had an impact, something out of the ordinary that would draw someone’s attention, anyone outside the people involved in the project: managing to amaze someone beyond our understanding of amazement. The video created change. What no one gets to see is the entire year that the people behind the video worked on it.

Consider a single person as viral

Seek making an impact on people who see the world in a different way than you do. Have such an impact on them that they cannot get to sleep unless they choose to make it happen: sharing your message with others. Start with one person. Then you’ll start to become viral.

Next time you think virally, think about how not to let one person rest until they share your message. And by this, I don’t mean spamming it to death.

Unfortunately, our perception of what’s viral isn’t the perception that the world has about the meaning of viral. Luckily, we can’t control virality.

Viral isn’t a thing; it just happens.

Photo credit: esalesdata.

Related Posts:

Thoughts and ideas on contents that leave a mark

I often think about how what I do has an impact on people, not only personally but professionally also. In this regard, I believe that creating content is of crucial importance, as is what happens before, during and after the creation, launch and impact processes.

content marketing

Random thoughts and ideas on content creation

I will share with you some random thoughts and ideas regarding the creation of contents that leave a mark:

  • What is your content-creation strategy? – I don’t know what content-creation strategy you follow, if any, but there’s always something you can do to improve the quality of your content so that it is more in line with your community and more useful to your audience. Idea: You could perhaps focus on one type of content and not post with regard to different topics. I’m talking about information that is more in line with your public.
  • How do you know whether your actions are connecting and having an impact? Do they really change? – The actions you carry out have an impact on people (the community) and the way you impact and connect will determine the success or failure of your strategy and the coherence of your brand. In any case, if what you do takes you exactly where you want to go, then that’s OK. Otherwise, you’ll have to ask yourself, “What are we not doing so well? How can we improve?” Idea: start by connecting; then connect repeatedly until you manage to grab the attention needed to earn your audience’s trust; a trust that will turn your audience into clients.
  • Strategy: try something different – My favourite strategy isn’t being visible. But as I said, if it works for you, that’s OK. There’s always time to change anyway. The key lies in trying to be different. The idea of diversifying contents is excellent. However, perhaps it will work better if your contents are more in line with the audience you’re targeting. To this end, choose a mission for yourself, rather than a plan; the mission is always there where plans or strategies fail. Idea: start by being there always, providing contents that make a contribution, help and are useful to others. Remain “everywhere”: create ways of being present always, adding value. Position yourself where your audience’s radar is looking.
  • What comes after content? – The next step after content is interaction. Anything positive that you do will be a great move. – Idea: Answering and clarifying is key. Constant, continued, progressive and human communication with your community is an essential element that works towards the solidity and consolidation of your brand.
  • Objective: being extremely useful  – Your content should first of all focus on how useful it is to the receiver: you should try for ‘actionable usefulness in a single idea’, whenever possible; such an idea should be able to move your audience, from reading to doing. Make the most of your knowledge and experience on how you do what you do: tips that make a difference. We must be extremely useful, that’s the aim. Inspiration will then come of its own accord. Idea: look at what you do best, something that only a few do as well as you do. That is what you must share as useful content. That is what will change your audience.

Photo credit: ctwmarketing.

Related Posts:

How to succeed quickly in the Social Web and the Internet – disruptive version

success easy internetI usually get asked questions by email which seem very specific but are as vast as the universe itself. These questions are of the following kind: “What can I do with my brand/company to position it on the Internet quickly?”, “How can I reach all my potential audience on the social web?” or “I need some advice to increase my company/brand on the Internet, help me!

Some are even more bold and direct: “What do I do to be successful in social media?”, “How do I maximise my effort on the Internet and social networks to obtain real results?”, “I need any type of advice you can give me to get results in social media” or “Could you give me any idea to sell more online?”

Success awaits you

Clearly everyone wants to be successful on the social web and Internet. And, of course, they, want that success to be fast, simple, effortless and using a special trick you download from the Internet. Oh, and I forget! It must also be free.

This is the answer to those who ask how to quickly be successful on the social web and in social networks overnight:

  • Help out a lot. Helping out isn’t taking advantage of a situation.
  • Share large amounts of useful and valuable content. Sharing doesn’t mean your own content.
  • Make it visual: use photos and videos. Remember they must be useful and valuable.
  • Say what you think. Be yourself. Use your own voice.
  • Just accept that many people won’t like you. That will help you focus on those who do.
  • Decide what it is you want to do and do it.
  • If you have something to say, say it.
  • Create chaos, start revolutions, bring about disruptive innovations, go against the flow.
  • Launch as many ideas as you can. Start things that are easy and quick to start, take on small risks.
  • Adopt a small movements strategy – those are the ones that matter.
  • Market what you do, make the most of every occasion, however small. Everything can be communicated. Marketing involves coherence, intelligence, subtlety and results. However, self-glorification means laziness, selfishness, despair and babble.
  • Do whatever may create change in people/customers and show it to the world.
  • Make your strong point your life constant in your daily work flow. That’s how you’ll be creating something that no one else usually does.
  • Come up with a blog that serves a purpose to both you and your audience, a blog that makes them better. Create it, launch it against the market and blog 366 days a year (yes, you read it right, 366!).
  • Don’t work for the likes, comments or RTs. Do it to get deeper into the problem and find the solution.
  • Consider euros in the bank as your end measurement. And work towards achieving them.
  • Invest time, Sundays, nap times, holidays, vacations and Christmas to creating your personal brand.
  • Connect in the most human way possible with the people you know in the social web. That’s what they’re expecting.
  • Use the social media universe  – not the other way round!
  • There’s life beyond LinkedIn, Twitter, Facebook, Instagram or Pinterest – just kidding!
  • Forget about online reputation and invest time in monitoring, analytics, ROI and online branding.
  • Ignore Whatsapp.
  • Be very active. You should be everywhere at all times, helping and being useful.
  • Don’t take calls while you’re doing important work.
  • Close Twitter, Facebook, LinkedIn and your email and do what needs to be done to make an impact.
  • Don’t accept meaningless meetings, only those with clear objectives, a defined agenda and with people in charge at every step. That is, accept only 5% of your meetings.
  • If you want to do business, go do it. But don’t say you’re going to network at an event if you’re there to do business.
  • Don’t go to so many conferences, seminars or workshops. Instead, spend more time with a blank sheet of paper and do, experiment, fail and try something different.
  • Being an expert won’t help you to be successful. It will only serve to see how wide, round and deep your own bellybutton is.
  • Change masters degrees and advanced courses for blogs, videos, TED conferences and your own experiences.
  • Trace your own plan, establish your goals, develop a strategy and find your spark.
  • Don’t say you’re an online/social entrepreneur, prove it!
  • Use all your followers, readers, fans and connections to promote those beneath you. It’s easy, doesn’t take much time and it seems to be a strategy that works.
  • If no one offers you to take part in an event, workshop, initiative or movement, build one yourself and invite yourself. Think of something amazing.
  • Results are king, not content.
  • Take the maximum possible number of fans, followers or whatever you want to call them to your website.
  • Use calls to actions wherever you go.
  • Take care of your community.
  • Talk to clients and ask them in what other ways you could help them.
  • Stay human and value human relationships above everything else.
  • Transparency, honesty, authenticity, coherence, being consistent and passionate, excitement and determination are the keys for anything to work.

I told you, overnight. You want to be successful? Then go and be successful.

You don’t claim or pretend victory, you win it!

Photo credit: marsmet541.

Related Posts:

Summary #SMMW13 – Chris Brogan: social media isn’t the answer

chris brogan #SMMW13This is the first summary of the second day at Social Media Marketing World 2013, recalling the most important points of the talk given by Chris Brogan. I’ll dedicate a whole post to this speech because it deserves it.

Chris Brogan: You’re not going to like this but social media isn’t the answer

This is probably the reason why I came to this event; being able to see the person who’s inspired me since my first day working in new media back in 2007: Chris Brogan. I remember his was the first blog I subscribed to and the first person I followed on Twitter. Since then, I’ve tried to read all his posts, every day, keeping also those I’ve been unable to reed (I have approximately 1,500 emails containing his daily posts.)

Chris is probably the most respected person in the Social Web. This is something you notice when you share a round-table conference with him and other professionals as important as Jay Baer or Mario Sundar tell the audience, “I want to be like Chris Brogan”. He went straight to the point and touched on topics and concepts that no one else talked about during the event. He explained techniques and uses, sharing his knowledge in great detail and depth.

He talks with self-assurance about what he does, sharing useful and valuable reflections with the audience. As the audience, you realise you’re seeing someone who is capable of changing everything. These are the most relevant points I extracted from Chris Brogan’s speech:

  • Stop 80% of what you’re doing and work on the 20% that is making your business happen.
  • Create more businesses, many.
  • Followers don’t stop you from having to pay your mortgage.
  • When Twitter makes you put on weight, lose time and lose control of your followers, then put Twitter on a diet, cut down the time you dedicate to it and stop following those you’re not really following.
  • 200,000 Twitter followers aren’t as productive as the 20,000 blog readers who receive my newsletter every Sunday.
  • Talk about stories that people wish to learn from.
  • Tools are unimportant. What matters is what you’re capable of creating and how this is useful for people.
  • Find the quickest way for your readers to do something on your blog. Ask yourself, what would you like to happen right now? The answer’s easy: for people to subscribe to your newsletter.
  • Don’t work towards getting a larger number, work towards creating lists with the people who love you.

How to control your digital channel

  • If you’re not creating a digital empire, you’re missing your chance to reach the people who’re going to buy off you.
  • Foundations: a website that is responsive: we sell from our own site. However, we don’t simplify because we’ll usually do the following: “come to my store and then go on to any other page with all the information we publish to find distraction”.
  • Social test: Create a very human “About me” page. Connect and remain human.
  • Create a warm, human and simple landing page.
  • Measurements: there is only one measurement and it isn’t the number of newsletters; it’s the number of $$$ in the bank.
  • Empire: we need to improve in our creation of email lists.
  • Blog: my blog is important because more and more people find me because of the strange topics I talk about, not through social media.
  • Social Media: who cares? Time yourself and stop wasting your time on “the community”. Stop what you’re doing. Spend only a short time each day.
  • Sales: my blog produces money, it’s what I need and it also helps to sell my new products.
  • Community: mainly curation and engagement. No one wants to celebrate your victory, people want to celebrate their own victory.
  • Time: spend 39% of my time connecting with people and 51% doing business.

Create your digital platform

  • Blog (home base): here’s where all my effort is going to.
  • Video: I no longer do as much because it takes time and effort.
  • G+: I connect with my community.
  • Twitter: I create conversations and I’m human.
  • E-books: help to build email lists.
  • Podcast: I create community.
  • Email: I reach the people who love me.

Chris’s competitive advantage

During the Q&A after his speech, I wanted to ask Chris a question: “Chris, what’s your competitive advantage, besides your email subscription base?”. This was his answer: “The speed and skill with which I create content that is helpful and useful.” His answer speaks for itself.

Human

I was shocked when before I had time to introduce myself to ask the question, Chris said “My dear friend Isra García, thanks for being here”. That’s what I keep talking about when I refer to Human Media. However, what really grabbed me about meeting Chris Brogan in person was his honesty, humility, clarity and his commitment to giving the best of himself.

After the talk I wanted to greet him and I realised that he really puts his money where his mouth is: when I was going to shake his hand, instead, he gave me a big great hug, saying “We finally meet, it’s such an honour to meet you after such a long time. Thanks for being there always and thanks for reading me!” (This is what I was supposed to have told him, not the other way round! I did get to say it back though.)

He commits to his readers fully. He understands where the value of his brand is, what he does. And where the money in his bank account comes from. Undoubtedly, attending #SMMW13 has been worth it just by listening to and meeting Chris Brogan, as well as Guy Kawasaki.

However, another of the reasons to attend was to travel Route 66 and end up at Coachella, but that’s another story… and perhaps a post.

Related Posts:

Summary #SMMW13 Day 1 – Guy Kawasaki

guy kawasaki #SMMW13Second summary of the first day at #SMMW13 to tell you the most important things that Guy Kawasaki had to say. I’ve decided to write a whole post on this review because it’s really worth it.

Guy Kawasaki: how to build a platform

This was one of the speeches I wanted to attend the most. It was definitely worth it and way better than I expected. Guy Kawasaki shattered everyone’s preconceptions and exceeded their expectations. He knew what he was there for and what he needed to do to get us thinking. He started irreverently, elegantly correcting what the presenter had said about him. He also said he wasn’t here to talk about Google+ or his book but about how to create a successful online platform, possibly by using social platforms such as Google+. This is what I extracted in essence from Guy Kawasaki’s talk:

  • I don’t want friends, I’m here to do business. There are two types of people on the social web: those who want followers and those who lie.
  • Start tomorrow: in order to promote a product, service or book launch you need at least 9 months before you even get started on that product or book.

Segment your services: this is how Guy Kawasaki uses the Social Media

  • Facebook: for the people.
  • Twitter: perceptions.
  • Google+: sharing passions.
  • Pinterest: publishing and pinning.
  • LinkedIn: promotion.

Create a great profile:

  • Original.
  • With a great avatar, showing your face at the centre, not with your dog or car.
  • Attractive.
  • Your profile should work like on a dating site: “hot or not”. Someone visiting your profile should think: “hot”
  • Enticing others to connect with you.

Retrain yourself:

  • Share and help out, always and a lot.
  • Spend 5% of your time promoting yourself.
  • Add value in your own environment, share other people’s stories.

Add something special:

  • Pictures.
  • Videos.
  • Consider your answers and answer the questions made.
  • Cheat: seek out what is trending and become an ally with it.
  • Stay positive or go home. We need optimism, not doubt.

Negativity in the social media is like a boxing match:

  • Round 1 – publish.
  • Round 2 – react.
  • Round 3 – react to the reaction, fight.
  • Round 4 – comment again.
  • … and so on …

Repeat tweets:

  • Not everyone reading your tweets is your target.
  • Repeat 4 times a day: the return from 4 tweets is better than only one.
  • Out of one million fans, it’s usually 5/6 who complain: if no one complains about what you’re doing, there’s something you’re not doing right!
  • Don’t publish when Asia is awake, you’ll only get spam in return.

Google+

  • Create a private community to use as a “to-do” list for posts that you’re interested in sharing.
  • Use a clipboard tool to store content: Multiple Level Clipboard.
  • Tell stories that your community are interested in listening to: Alltop, Smartbrief or TEDxtalks on Youtube are ideal resources.
  • Communities: 1. create communities that refer to specific passions; 2. create internal communities with workflows in companies, teams in resources sites, editors, etc.

Tools:

  • “Do Share” – programme posts anywhere, including Google+.
  • Buffer – programme tweets.
  • “Nuke Comments” – this allows you to delete comments, block users and eliminate them all at once.
  • “Replies and more” – answer comments on Google+ directly to the user who mentioned you.
  • “Shareholic” – social sharing button that can be integrated in any website.

Guy Kawasaki’s strategy:

If you share content continuously, that content will reach people and it may add value. That could happen with your first content or your thousandth content. So, when you add value, someone or more than one will share. Every time someone shares, new people get to know you. The more people know you, more people will start finding interesting content among what you publish. And they’ll start following you; increasingly so. It is then that you’ll be able to use that 5% self-promotion to sell your book or product or service.

Final note

The following statement summarises Guy’s essence: “Curation is as valuable as creation.” Straightforward, fun, simple, smart, valuable and irreverent. It was, by far, the best talk on Day 1 and practically the whole event, only surpassed by Chris Brogan’s intervention on Day 2.

Related Posts:

Summary #SMMW13 Day 1 – Michael Stelzner, Larry Benet, Mari Smith

This is the first summary for the first day at #SMMW13. Talks by Michael Stelzner, Larry Benet and Mari Smith.

social media marketing world 13

Michael Stelzner: social media marketing 2013

To kick off, the founder of #SMMW13 and Social Media Examiner, Michael Stelzner, took the stage at 08:30. These are the main ideas I jotted down:

  • Social media is young: LinkedIn, 10 years old. Facebook, 9 years old. Twitter, 7 years old. Pinterest, 3 years old. Google+, 1 years old.
  • Social media isn’t dead, it’s boring.
  • Huffington Post is a clear example of how new forms of communication have superseded the old ones.
  • Maturity in an industry leads to disruption in the industry. We’ll soon see emails being left aside in favour of Facebook messages.
  • Other outstanding trends are related to social funding: crowdfunding platforms such as the well-known Kickstart and the example of Seth Godin and his latest book “The Icarus Deception.”
  • Podcasts will undergo the most significant growth on the market. There are three reasons for this: car integration, the little time available we have and Apple’s podcasting app.

The following conclusions were reached during a Social Media Examiner study:

  • Social media platforms that are relevant for business: Facebook 49% – Twitter 39% – Blogs 9%
  • Why social media is important for business: 71% answered “increased exposure”.

Most important trends that marketing professionals want to learn:

  • 2013: blogging (according to Technorati, 62% want to learn about independent blogging and 86% about influencers)
  • 2012: Google+
  • 2011: Facebook
  • 2010: Social bookmarking.
  • Marketing professionals plan to dedicate 69% more of their efforts to social media.
  • 54% of the small communities prefer small communities: small is the new large.
  • Forums are coming back to life. Forums help shape our own social networks.

 Key points:

  • People matter.
  • Social media isn’t dead.
  • Social media is still very young, there is still much room for growth.
  • YouTube will be a key tool in 2013 to direct traffic and marketing.
  • Podcasting will grow this year, becoming the great opportunity.

Larry Benet: how to create lasting connections

At 09:00, Larry Benet took the stage after Mike. He’s known as the super connector, a very active guy with such charisma and personality that he’s made his mark on people like Bill Clinton, Warren Buffett or Richard Branson. A dynamic talk from which I extracted the following ideas and conclusions:

  • The more you give, the more you gain. The more value you add, the better things work for you.
  • Our most powerful skill is our ability to connect.
  • The secret to connect with kids is to use SpongeBob SquarePants.
  • The best strategy to connect is: contribute, feel and give.
  • The new PPC isn’t “pay per click” but “pay per compliment”. This opens the door to a culture of generosity.
  • How can you connect with someone when you find out that something is important to that person?
  • We only have 10-15 seconds to make an impact on the first impression.
  • To connect: concern yourself, give, read and listen more.

Questions to connect with someone and make an impact:

  • What do you do to have fun?
  • What is your favourite cause or NGO?
  • What is the achievement you’re most proud of?
  • What haven’t you done yet but would love to do?
  • What has been your biggest failure?
  • How can I help you?
  • What is the most important project you’re working on and how can my network or I help you to turn it into a reality?

A mistake you must avoid when you connect: don’t ask difficult or big things from people and don’t ask with increasing frequency.

His talk was dynamic, inspiring and very emotional. He’s like a steamroller PR and his ability to connect with people in a very short space of time is amazing.

Mari Smith: 10 ways to improve your reach in Facebook

We attended Mari Smith’s talk at 10:30. She’s known as the Facebook Queen. I was very surprised by the admiration and commotion this speaker gives rise to. She appears to be loved quite a lot by everyone in attendance, the organisers and speakers.

These were the highlights of Mari’s 10 steps:

1. Insights: experiment with traffic windows and use a spreadsheet to measure the best times to publish on Facebook.

  • The fans may hide your content because you’re publishing too much or you’re publishing topics that aren’t relevant.
  • The new Facebook start page and feed will make it possible to follow feeds and become interested in lists.

2. Test your audience profile by changing parameters constantly.

3. Vary your content often.

4. Improve your “Calls to Action”: increase your chances of driving your fans outside Facebook.

  • Click here.
  • Get your tickets.
  • Join Us.
  • Make your reservations here.

5. Strengthen your response time:

  • Passionate community management.
  • The key lies in good customer service that is persuasive at the same time.
  • Response ratios remain under 30 minutes.
  • Tag your fans to bond with them when you speak with them.
  • The best way to respond is to be responding the impossible. That’s where opportunity lies.

6. Pay for greater reach

  • You can pay to get better reach, but only when the situation requires it.

7. Organise events/promotions:

  • Customer service hours, pre-sale or post-sale.
  • Carry out events every Friday, rewarding your most loyal fans each week.

8. Launch your fans: empower them by talking about them, not about yourself.

9. Start contests.

10. Create interesting contacts/friends lists that can help out:

  • Work with both personal and professional profiles.
  • Monitor regularly: eliminate irrelevant contacts/lists that don’t add value.
  • Talk about relevant topics.
  • The key is to educate friends or fans with regard to the subscribe button.

The truth is I expected much more from Mari Smith. At the end of her speech I was left with the feeling that I would have taken out as much by simply reading a post on “10 ways to improve your reach in Facebook”. There was no insight, no shrewdness, no risk involved like when you deliver something valuable and can actually fail; none of that. None of the vulnerability you feel when you deliver something that can change everything. That’s what was missing.

In the next summary…

However, during the second part of the summary for the first day at #SMMW13, I’ll talk about the incredible wit and mastery of Guy Kawasaki and others.

Here, you’ll fine a real-time twitter stream to follow everything I published about #SWMM13. Simply follow the hashtag #IGSMMW13.

Related Posts:

My Planning for #SMMW13 – Social Media Marketing World

social-media-marketing-worldThe most powerful social media event I’ve known about until now, starts today: Social Media Marketing World in San Diego. An event that brings together the best Social Web professionals in the US. More than 1,000 participants from around the world: Australia, India, Russia, Latin America or Spain in an event with 58 speeches on the different areas that make up the social media universe.

I like attending only one such event every year and this, for me, was undoubtedly THE event of the year. So here we are, Lucas and myself, willing to get the most out of every minute we spend at #SMMW13. To achieve this, we’ve planned our days according to our needs. It’s going to be hard with 5 speeches going on at the same time in 5 different halls!

Planning #SMMW13

This is going to be our Social Media Marketing World 2013 Plan: I’ve listed below the speeches we’re attending, with times, speakers, place and the name of the speech.

Day 1

  • 8:30 to 9:30 – Michel Stelzner (8:15) San Diego Ballroom: “Social Media Marketing in 2013: New Research and Its Implications” – Larry Benet (9:00): “Advanced Networking: How to Make Lasting Connections.”
  • 10:30 to 11:15 – Option A. Mari Smith Room A: “Super Session: 10 Ways to Improve Your Facebook Reach.” Option B. Mitch Joel. Room B: “Super Session: Five Strategic Business Movements That Change Your Brand Forever.”
  • 11:30 to 12:15 – Option A. Guy Kawasaki. Room A: “Using Google+ to Build a Platform.” Option B. James Wedmore. Room B: “How to Use YouTube to Build an Unstoppable Brand.”
  • 14:15 to 15:00 – Option A. Rich Brooks. Room F: “Beyond Likes: How to Turn Fans into Customers.” Option B. Kyle Lacy: “5 Social and Digital Trends Impacting Consumer Behaviors.”
  • 15:15 to 16:00 – Nichole Kelly. Room C: “Social Media ROI: How to Finally Deliver Measurable Results.”
  • 16:15 to 17:00 – Sally Hogshead. San Diego Ballroom: “How to Fascinate With Your Social Media Messages.”

Day 2

  • 8:00 to 9:00 – Jay Baer with Mark Schaefer, Chris Brogan and Mario Sundar. San Diego Ballroom: “Are We Getting Better or Just Busier.”
  • 9:45 to 10:30 – Chris Brogan. Room C: “Your Aren’t Going to Like This: Social Media Isn’t the Answer.”
  • 10:45 to 11:30 – Option A. Beth Hayden. Room C: “Using Pinterest to Connect with Your Customers, Get More Traffic and Make More Sales.” Option B: Michael Brito. Room B: “Transforming Your Brand Into the Next Media Company.”
  • 11:45 to 12:30 –  Option A: Jesse Stay: Room B: “Google+ Marketing Success: It’s Much More Than a Social Network.” Option B: Eduardo Tobon. Room C: “Beyond Transactions: How to Engage a Global Audience.”
  • 14:00 a 14:45 – Option A. Callan Green and Karen Worley. Room F: “How Brands Leverage Pinterest and Instagram.” Option B: Mark Schaefer. Room C: “Twitter Fever: Twitter’s Ballistic New Role In Marketing, Media and Popular Culture.”
  • 15:00 to 15:45 – Neal Schaffer. Room C: “How to Implement and Optimize Your Social Strategy.”
  • 16:00 to 16:45 – Dave Kerpen. San Diego Ballroom: “Why It Pays to Be Likeable.”

Follow it with me

We have created this plan to organise our time better, attend the speeches we’re interested in and, even better, to inform about what’s going on in real time, through my Twitter and Instagram accounts and the hashtag #SMMW13. Next Tuesday, you’ll find a complete summary for Day 1, with my thoughts, feedback and conclusions of the speeches I attend, as well as further reflections that arise from the event and surroundings themselves. I’ll post the summary of Day 2 on Wednesday.

Related Posts:

  • No Related Posts

Responsibilities and tasks of a social media professional

social media checklistMany still believe that a the job of a social media professional is simply to tweet once in a while, upload pictures to Facebook or videos to YouTube… but it’s much more than that! Moreover, I usually think that what people have in mind is a robot, not a person. Furthermore, if such a professional goes on and on about how cool they are and how great they are at their work (though not really working for anyone else but their own brand,) then it’s a #smokemaker we’d be talking about.

Tasks and Responsibilities in the Social Web

I think this is something that must be talked about. This will help clear our path, make it easier to understand for others. The following are some of the basic responsibilities, starting from a strategic standpoint towards one that is more actionable:

– Social Media Marketing: optimise, maintain, monitor and lead the platforms and any marketing strategies carried out in them: Facebook, Twitter, Foursquare, YouTube, Pinterest, Mixcloud, Soundcloud, Google+, Flickr, etc.

– Content creation and management: content marketing.

– Interaction with users: community engagement.

– Social commerce: leads, calls to action and conversions in social media.

– Monitoring: online media, information sources and social channels.

– Measurements and follow-up: determining the ROI of the work carried out, justifying the quality of the actions taken and, of course, the results thereof.

– Fan building: based on achieving specific ROI objectives.

– Contests and campaigns: creative input, development, starting up and monitoring.

– Qualitative aspects: Sentiment reports, strengths, scope, virality, passion and effects for the brand online.

– SEO: website, blog and social platform (social search) optimisation, aimed at improving search results.

– Keyword optimisation and improvement in new SEO/SEM opportunities

– Email marketing: development, creative input, running, results and campaigns.

– Database: creation, management and maintenance of the database, making it larger and more streamlined.

– Website: content optimisation and stimulation, improvements within the website structure: functionality, usability, navigation by users. Developing and launching a mobile version. Promoting, marketing and communicating all the website’s contents. Measurements, monitoring and follow-up of results.

– Coordination and management of press and communication tasks: contents, interviews, website news, exclusive acts, etc.

– Video-marketing: optimisation, search, keywords, sponsored videos, marketing.

– e-Commerce: creation and generation of online sales opportunities.

– Reports: online sales, online positioning, online reputation, online results.

– Community: leading online communities, brand representation in different forums and communities.

– Online branding: searching, identifying and improving all brand-related aspects in social media.

– Adviser: playing a brand consulting/advising role with regard to the online environment: opportunities, threats, new initiatives, development of digital identity and online presence, identification of potential business and new digital transactions.

I told you we’d go in at the deep end! It involves much more than what people usually believe; I wish I was wrong about this last statement. This is a proper job. As such, it requires sacrifice, excellence, determination, passion, excitement, initiative and conviction. All this certainly leaves many so-called “gurus” out of the game!

I’m very possibly leaving something out. Will you help me complete this list?

Photo credit: webbr.

Related Posts:

The Internet, Social Web and Human Media: an opportunity for change

The Internet has entailed a paradigm shift in our lives, not only professionally but also personally. Suddenly, a new world of professional opportunities opened up to us while we looked on at what was going on in disbelief. From a personal perspective, Internet provided a tool with which to express ourselves to the world; we began having a voice. This sent shivers to the status quo, as it threatened its existence.

System Interruption

If ordinary people (the only ones capable of extraordinary things in my opinion) have the means to express their own ideas, connect with people thinking the same as them, sharing their same interests, capable of moving the world through their own efforts, then there can be a revolution. Internet was the start of an interruption of the system we had been living until then. Internet was a disruption in the way we communicate, do marketing, sell, work, help and live.

People at the centre

Then came a revolution that was even bigger than the Internet: the Social Web appeared, with social media or so-called social networks. Paradigms were shifted once again, communication became decentralised, starting the decline of mass-market, intrusive marketing. The system we knew started to crumble. New values started to arise in communication: transparency, authenticity, coherence, commitment and emotional bonding. The core of this no longer involved the company but increasingly put people at the centre.

Creating and sharing significance

The real challenge in this online world in which we live is to create and launch something which has real significance, adding value to the world and helping people. We cannot create sustainable businesses if we don’t resonate with people behind these businesses. It had never been easier to reach anyone on the planet than right now. The online environment is the means and Social Media is the vehicle to achieve this.

The Internet and the Social Web is what we need to progress, grow and move on from the stage we’re currently at.

Stay human

You can now find work in a medical software development project with a company in New York, be appointed social media consultant for an agency in London, write for one of the most important online resources regarding social media or be hired to speak at conferences in Mexico, USA or Australia. It’s quite simple to explain, you only need two things: to be and stay human and to use the means available to you to make things happen. Are you going to create change simply by answering emails immediately, tweeting more often, “friending” lots of people on Facebook and staying at work an hour later than your colleagues? I doubt it!

We are walking towards a digital-human present, where interpersonal skills and competences developed in an online environment are increasingly important. This could be a great barrier; however, these skills shouldn’t end in the online sphere. I’m talking about the present. The future is just a distraction in my opinion, something that pulls us away from reality and from starting the movement we need to make: the rays of light that take shape in a start-up, personal brand or any other initiative. The future is only an extension of our present actions.

The economy we live in needs names. The Internet, Social Web and Human Media provides us with the opportunity of being one of those names.

Please don’t ignore the daily opportunities you have to change it all. It’s possible now!

Related Posts:

8 Ways to Increase Engagement of Facebook Posts

Brands have always accepted Facebook as a key marketing tool to generate engagement and branding. The question is whether Facebook creates more engagement, visibility, traffic and experience than other tools. Searching for an answer to this for some time leads to understanding how the different attributes of Facebook posts have an impact on the number of “likes”, comments and “shares” that a post gets.

How to Increase the Number of Likes in Facebook Posts

Below, I identify 8 ways to increase the number of “likes” a post receives:

1. Focus. Stay up to date. I’m talking about messages that relate to holidays (Christmas), festivals, gigs, world issues, relevant events, anything related with current affairs. Perhaps they won’t be directly related to the product’s or company’s essence but they will be perceived as something more personal and, hence, better accepted (more so, even, than promotions.)

2. Express yourself through photos. Every picture tells a story. A photograph communicates something personal in a fast, easy way. You also have to make an effort to match a suitable text to the picture. Images from your company’s product catalogue generate greater engagement than other types of content.

3. Share what we love. Sharing success stories and also failures, achievements, prizes, apologies or thanks make you more human, accessible and familiar to your community. Many will also identify with the brand. When they “like” a post, they’re telling their network of friends why they identify with the brand.

4. Branding. Don’t hesitate to promote the brand and its products. When your customer visits your Facebook page, they should leave with a good impression of your brand and products/services. The public will visit the walls of the brands they’re interested in.

5. Humour rocks. Laugh and everyone will laugh with you. We all enjoy a laugh. Make your posts fun as funny posts get many “likes” and will be shared a lot. For instance, funny pictures. Being funny is an art.

6. Humanise the brand. Inject emotion to it. Brand communication starts by using the “human” side of social media. The community loves messages that turn a wall into a living object that expresses human emotions in the form of videos, images, or real-time personal statuses, for instance. Facebook is a communication platform rather than a production channel. Shar0ing posts that contain emotions helps connecting with the community. In turn, they share these emotions with their network.

7. Educate and equip. Create content that is informative. Brands sharing content that is useful to their audience get greater exposure and engagement –more “likes”–, especially in the case of information designed to improve and enrich the brand’s fans. This education could include the company’s history, the product creation process or the state of the market, for instance. When fans interact with this type of content, they’re creating educational content which is shared in their network.

8. Ask to be “liked”. Ask and you will receive. It’s simple. If you ask to be liked, like for instance Veuve Cliquot does in their posts, you’ll get more “likes”. Ask in a polite, fun way, and don’t overdo it; otherwise, the cure may be worse than the disease!

What other ways can you think of, do you know of or do you implement to increase Facebook engagement?

Related Posts:

isragarcia.com - All Rights Reserved.