building an audience: how to attract followers and connect for results
TRANSCRIPT
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Building An Audience How To Attract Followers And Connect For Results
Session Description
๏ In this course you’ll learn
๏ Essential strategies to increase your reach on social media.
๏ How to build a strong network and then leverage it to get your message out.
๏ Build a community and increasing the involvement of your audience.
๏ This class is suitable for users at all levels and focuses on genuine connections rather than gimmicks.
Richard HarringtonI'm a visual storyteller exploring the fusion of photography and video. I'm all a husband & father
Vital StatisticsAuthor 40+ Books
Author 100+ Video Courses
Publisher of 2 Websites
Adjunct Professor
Conference Speaker
Business Owner
Photographer
Getting In Touch
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RichardHarrington.com
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http://www.urlgoeshere.com
http://bit.ly/rhphototips
Creating an IdentityWho are you online? Rich
SOCIALMEDIAEXPERT
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SENDING AMESSAGE
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NEEDY
FULL OF IT
FIGHTER
UNTRUSTWORTHY
MANIPULATING
SHARING
VISIONARY
Process MattersBefore you open your mouth… listen and think
THE PROCESS
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LISTEN
FOLLOW
CURATE
TRY TO HELP
ORIGINAL CONTENT
Information Gatekeepers
Information Gatekeepers
๏ 1871: Western Union controls 90 percent of U.S. telegraph traffic.
๏ 1947: 97 percent of the country’s radio stations are affiliated with one of four national networks.
๏ 1969: Viewership for the three nightly network newscasts hits an all-time high, with 50 percent of all American homes tuning in.
Information Gatekeepers
๏ 1997: About half of all American homes with Internet access get it through America Online.
๏ 2002: Microsoft Internet Explorer captures 97 percent of the worldwide browser market.
๏ 2014: Amazon sells 63 percent of all books bought online—and 40 percent of books overall.
I WanT, wHat I Want,
when I want it!
I WanT, wHat I Want,
when I want it, WHERE I WANT IT!
Who You’ll Meet OnlineNot everyone is worth knowing…
PEOPLE YOU’LLMEET ONLINE
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TARGET AUDIENCE
THOUGHTLEADERS
REAL WORLD
JEDI MASTERS
CLOWNS
TROLLS
WHEN THEY CAN CHOOSE,
PEOPLE DO BUSINESS WITH PEOPLE THEY LIKE
AND RESPECT.
Opinion of the InternetNot everyone loves it
Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives
Edison Research
0%
25%
50%
75%
100%
2002 2007 2010 2012 2015
544642
33
20
Most Essential Medium
Edison Research
0%
25%
50%
75%
100%
Internet Newspaper Radio Television
30
94
54
37
145
42
Most Essential Medium (Major Story)
Edison Research
0%
25%
50%
75%
100%
Internet Newspaper Radio Television
50
63
40
62
75
25
Most Essential Medium (New Music)
Edison Research
0%
25%
50%
75%
100%
Internet Newspaper Radio Television
9
32
1
44
12
39
3
31
Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
0%
25%
50%
75%
100%
12–34 35+
33
68
Give Up TV Before Smartphones TV or Smartphone – Which would you be more willing to eliminate?
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Eliminate iPhone or TV
6%
36%58%
Eliminate TV Eliminate iPhone Don’t Know
Eliminate Smartphone or TV
2%
40%
58%
Eliminate TV Eliminate Smartphone Don’t Know
Internet Connected TV
Edison Research
0%
25%
50%
75%
100%
2014 2015
5851
Why Aren’t People Online?■ 15% of American adults do not use
the internet at all
■ 9% of adults use the internet but not at home
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
Why Aren’t People Online?■ 34% of non-internet users think the
internet is just not relevant to them, saying they are not interested, do not want to use it, or have no need for it.
■ 32% of non-internet users cite reasons tied to their sense that the internet is not very easy to use. These non-users say it is difficult or frustrating to go online.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
Why Aren’t People Online?■ They are physically unable, or they are
worried about other issues such as spam, spyware, and hackers. This figure is considerably higher than in earlier surveys.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
Why Aren’t People Online?■ 19% of non-internet users cite the
expense of owning a computer or paying for an internet connection.
■ 7% of non-users cited a physical lack of availability or access to the internet.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
Key Social StatisticsWho, what, and where are folks
Have a Profile on a Social Networking Site
0%
25%
50%
75%
100%
2334
556568
8081
12–17 18-24 25-34 35-44 45-54 55-64 65+
Social Media Usage
0
20
40
60
80
100
2008 2009 2010 2011 2012 2013 2014 2015
736762
525248
3424
http://www.pewinternet.org/data-trend/social-media/social-media-use-all-users/
http://www.pewinternet.org/data-trend/social-media/social-media-use-all-users/
Social Media Usage 2012 vs. 2013 vs. 2014
0
20
40
60
80
100
Facebook LinkedIn Pinterest Twitter Instagram
26232828
71
17182122
71
13161520
67
http://www.pewinternet.org/2015/01/09/social-media-update-2014/
http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Online Consumption
Comedy/Humor
Educational
Music
News
Animation
0% 15% 30% 45% 60%
19%
37%
22%
22%
31%
33%
43%
32%
38%
50%
38%
45%
50%
50%
58%2013 2009 2007
Pew Internet LifePew Internet Life
Online Consumption
Political
Sports
Ads
Adult
0% 7.5% 15% 22.5% 30%
6%
13%
14%
15%
7%
15%
21%
20%
12%
15%
27%
27%2013 2009 2007
Pew Internet LifePew Internet Life
Social Media Awareness
Snapchat
Google+
Tumbler
Vine
0% 25% 50% 75% 100%
26%39%
44%49%
56%56%
60%77%
84%92%
http://www.edisonresearch.com/the-infinite-dial-2015/
http://www.edisonresearch.com/the-infinite-dial-2015/
Social Media Used Most Often
http://www.edisonresearch.com/the-infinite-dial-2015/
Facebook 65%Instagram 7%LinkedIn 5%Pinterest 5%Google+ 4%Twitter 4%Snapchat 4%Others 5%None 1%
http://www.edisonresearch.com/the-infinite-dial-2015/
Social Media Used Most Often (Ages 12–24)
http://www.edisonresearch.com/the-infinite-dial-2015/
Facebook 43%Instagram 18%Pinterest 3%Google+ 4%Twitter 8%Snapchat 15%Others 8%None 1%
http://www.edisonresearch.com/the-infinite-dial-2015/
The Addiction Called Social MediaWhere people are at
Social Media Outlets■ Twitter
■ Google+
Creator’s Networks■ Instagram
■ Flickr
■ Vimeo
■ YouTube
■ Vine
Social Media Usage 2013—2015
Facebook LinkedIn Instagram Google+ Twitter Pinterest Snapchat Vine
8
1821
1818
24
18
62
91313
16171922
58
03
1015
121217
58
2013 2014 2015 Edison Research
News Consumption
Google Plus
Tumblr
YouTube
0 0.25 0.5 0.75 1
13%
13%
20%
29%
30%
47%
52%
62%
Pew Internet
Create CommunitiesPeople like to belong
People Are Looking for PrivacyConsider keeping things more private
Americans Lack Control
๏ 91% of adults agree that consumers have lost control over how personal information is collected and used by companies.
๏ 88% of adults “agree” or “strongly agree” that it would be very difficult to remove inaccurate information about them online.
๏ 80% of those who use social networking sites say they are concerned about third parties like advertisers or businesses accessing the data they share on these sites.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
Americans Lack Control
๏ 70% of social networking site users say that they are at least somewhat concerned about the government accessing some of the information they share without their knowledge.
๏ 80% of adults “agree” that Americans should be concerned about the government’s monitoring of phone calls and internet communications.
๏ 64% believe the government should do more to regulate advertisers.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
Americans Lack Control
๏ 61% of adults “disagree” or “strongly disagree” with the statement: “I appreciate that online services are more efficient because of the increased access they have to my personal data.”
๏ 55% “agree” or “strongly agree” with the statement: “I am willing to share some information about myself with companies in order to use online services for free.”
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
Americans Feel Insecure
๏ 81% feel “not very” or “not at all secure” using social media sites when they want to share private information with another trusted person or organization.
๏ 68% feel insecure using chat or instant messages to share private information.
๏ 58% feel insecure sending private info via text messages.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
Americans Feel Insecure
๏ 57% feel insecure sending private information via email.
๏ 46% feel “not very” or “not at all secure” calling on their cell phone when they want to share private information.
๏ 31% feel “not very” or “not at all secure” using a landline phone when they want to share private information.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
User Generated CommunitiesContent for and by communities
How Often to PostBecause we all need more to do
How Often Should I Post?
๏ Search engines index blogs that have regularly scheduled posts.
๏ Post on the same day of the week.
๏ Pick a schedule: ๏ 1 x per week (Tuesday OR Wednesday OR Thursday) ๏ 3 x per week (Monday/Wednesday/Friday) ๏ 5 x or 7 x per week (Daily or Weekdays)
๏ Write your posts in advance and schedule them to appear on the days you want
How to Write for Social MediaMaking Every Word Count
How to Write for Social Media
๏ People scan; they don’t read word-for-word
๏ Put the important info first
๏ Use headlines and subheads
๏ Use bullets and boldface
๏ No underlines
๏ Boldface important terms “keywords”
๏ Use links & images
How to Write for Blogs
๏ SHORT ARTICLES! Keep the posts 200-450 words
๏ 1 topic per post. Linked, multi-part posts are okay.
๏ Informal, conversational tone
๏ No jargon or acronyms.
๏ Write for general audience, 7th grade level or lower
๏ Use keywords: think in terms of search engine results
๏ No cutesy or clever headlines – say what the post is about, succinctly
Size Matters
๏ Make Everything Shorter
๏ Books → E-Books
๏ Websites → Blogs
๏ Blogs → Tweets
๏ Focus on Mobile
๏ Respect Time
Think About the Message
๏ Add value to your audience’s lives
๏ Don't sell them stuff
๏ Try to focus on others
๏ Pull…. not push
๏ Create content not ads
Good Posting Habits
๏ Post updates whenever you add new blog post about app
๏ Post quick tips related to your industry
๏ Ask provocative/open-ended questions
๏ Share good news and accomplishments
๏ Engage others and comment
Respect the Audience
๏ Listen first
๏ Help second
๏ Market third
Images for Your Posts
๏ People are far more likely to read a post with an image than without one
๏ Include at least one image and alt-tag it
๏ Don’t borrow images or content from other blogs or online content
๏ Use images in public domain (Government, Wikipedia Commons, Flickr) or your own images
๏ Use stock sites
Make Your Message StickCreate more engaging content
Make Your Message Stick
๏ Limit the number of points made.
๏ Three or less is a good target.
๏ One primary message is the ideal.
๏ Think about what you want the audience to remember about the video or post.
๏ How many times did you say the targeted message?
Make Your Message Stick
๏ Always have a call to action.
๏ Tell the audience what you want them to do next.
๏ Never ask them to do more than two things.
๏ Use an emotional appeal whenever possible.
๏ Video is a medium that works best with clear and simple messages that go for an emotional reaction in the viewer.
Researching Your AudienceGet to know them better
What Do We Need to Know?
๏ What baggage does audience bring with them?
๏ What are they looking to receive?
๏ What motivates them?
๏ What skills do they already have or want to improve?
๏ What inspires them to action?
Survey Tools
๏ http://kwiksurveys.com/
๏ http://www.google.com/drive/apps.html#forms
๏ www.surveymonkey.com/
๏ http://www.zoomerang.com/
๏ http://www.surveygizmo.com/
๏ http://polldaddy.com/
๏ http://www.formsite.com/
๏ www.constantcontact.com/
Expect minimal feedback
๏ Most people do not comment
๏ Look at your subscriptions and download statistics for a more accurate measurement of your reach
๏ Be aware; commenters may not represent a sample of your audience – they tend to represent extreme POV – both positive and negative
๏ But…take commenters seriously!
Blog Engagement Ideas
๏ Make sure readers can email you!
๏ Ask for comments
๏ Pose a question in a blog post
๏ Question of the week/mail bag/advice column
๏ Sponsor a contest (video or photo, etc.)
๏ Create a fan base with Facebook Pages
The Path to EnlightenmentGetting to know yourself
There’s always somebody willing to work for less than you.
There’s always somebody who has more talent than you.
There’s always somebody who’s smarter than you.
There’s nobody out there who is exactly like you.
When they can, people choose to do business with people they like and respect.
Be real… Be nice… Be you...
The Challenges Are RealThe uphill battle
CHALLENGES ARE REAL
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THE CLOUD OFTEN FAILS
OVERWHELMINGCHOICES
STATISTICS LIE(CONTRADICT)
CONTENT RULES
NOT EVERY SITE MATTERS
NOT EVERY OPINION MATTERS
CONSIDERVOLUME
DON’T JUSTLURK
TERMS OF
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