When I was in art school, my teacher, Mr. Nick used to constantly say: “Simple says more.” That stuck with me my whole life, and it’s my marketing mantra.
I’m constantly reminding my clients to simplify their message and branding and think small.
Now with the new Apple Watch and other smartwatches, social media marketers will need to shrink their messages ever simpler, bolder and smaller. We’re entering the world of the Dick Tracy two-way communicator and our messages will become both tinier — but they will also more aural, sensory and ubiquitous.
The time is now to prepare for wrist-top always-on marketing and Zen your brand so it’s wearable and portable.
1. Your website needs to adjust for multiple screen sizes. (Get rid of that old template and move over right away to a scalable, responsive template that can shrink and expand while keeping the fonts legible and readable.)
2. Scroll vs click. One long scroll is much easier to navigate on a small screen than a site that demands lots of clicks.
3. Can you touch me, can you read me? When the icons shrink down, your customer still needs to be able to touch them. Can they even see the words?
4. From poster to postage stamp. Your event poster needs to be readable on a smartphone–and you need both print and online versions. Get rid of all the small type and create bold, simple graphics.
5. Can your logo shrinky dink? Your logo must pop and stand out when it’s shrunk down to a tiny icon. Redesign and simplify right away.
6. Are you an icon? Your portrait photo should still be recognizable when it’s a 1 x 1 centimeter icon. (Think iconic — a consistent photo, consistent hair color and style and a consistent and memorable personal brand.)
7. Abolish serif fonts! Your content should have large, sans serif, bold type that’s easy to read when you shrink it to a cellphone screen.
8. Write in soundbites. Your Facebook posts should be Twitter sized — or even smaller.
9. Don’t annoy people with beeps and music. With notification messaging instantly available on a user’s wrist, they will see them far more often. Marketers need to be cautious about annoying the user with beeps and blips or especially websites with annoying music.
But what do we do when it all shrinks down to the postage stamp-sized screen of a smart watch in 2015? Now is the time to prepare for the ever shrinking, ever mobile world that your message will be seen in. No longer on a desk in a business setting — but possibly anytime, anywhere.
For three weeks this summer, I was totally off the grid and more or less out of touch while immersed in a permaculture workshop near Mt. Shasta. Permaculture, which literally means “permanent agriculture”, is a systems design theory that can be applied to sustainable agriculture, architecture and community design.
Our workshop, produced by Living Mandala, focused on teaching the fundamentals of permaculture in the context of training future leaders of intergenerational ecovillages and intentional communities, so we learned about new systems of organizational management.
As we sat in a beautiful outdoor classroom in the forest, organizational management coach and “evolutionary strategist” Shiloh…
I took the plunge into video shooting and editing with Animoto and a Canon DSLR camera. Here’s my experience and how you can get professional caliber video for your business on a shoestring.
Video is de rigeur for social media these days. You need video to convert those customers you send to your website with Facebook. You also need it to tell a story that can’t be told in still photos.
For my longtime client RiverGuidess Adventures, a pioneer in the “transformational river rafting” retreat, we’d been struggling for years to convey the magic of these events and falling short. These retreats combine dance, yoga, healthy food and rafting in a very upscale and comfortable fantasy estate that is more golf course than wilderness.
Video is the best way to convey the magic of this property, the lavish catered meals and the very special vibe of the heart-opening transformation that happens on these retreats. They appeal to the lucrative and mostly untapped older Baby Boomer market and families with kids — an age group often ignored by events of this nature that tend to market only to younger Millennials.
The retreats are pricey – $580 for a long weekend. To convey this value, and help transform the image from “hippie” to upscale, we have been sending pro photographers to each trip.
But every time, something was missing. Each photographer had a different artistic and personal vision of the experience that was not always compatible with our marketing goal — to attract the affluent “transformational” consumer and shift our appeal to a slightly younger demographic.
After struggling to direct outsiders to give me the results I wanted — I finally caved in and learned how to shoot and edit video myself.
I used a Canon DSLR camera ($299 on sale at BestBuy) and a high speed 64 GB card ($200) to shoot the video. Then I blended it with photos shot by four different professional wedding and event photographers plus a few images I shot on Instagram with an iPad.
I edited the photos in iPhoto and then imported the video clips and photos into a video editing app called Animoto.
This process took me more than 48 continuous hours — and resulted in 4 minutes and 30 seconds of video. This is about the average for how long it takes to edit video — generally one day per minute of finished video — so keep this in mind if you’re getting your feet wet. It’s time consuming!
The Canon DSLR is known as the camera of choice for Indie film photographers in Hollywood, but I found it clunky and hard to use. It also did not shoot well in low light (unless you add an optional lens.)
The quality of the resulting footage was sometimes very good, though (if I can just learn to hold it still and remove the lens cap!) I still found a DLSR awkward and heavy to hold and will be looking into smaller, lighter cameras in the future.
Animoto is an app that lets you host your images in “the cloud” — this solves one of the critical difficulties with video editing, storing all those huge clips. It also makes it very easy to share the process with the client or a team as the project evolves, and it includes some fantastic ready-made templates. It’s really not more difficult than making a Powerpoint and in some ways easier. The other beauty of Animoto is that it can time your clips to the beat of the music– generating very professional and engaging results.
We added the royalty free songs from Animoto’s library of 10,000 songs. I did a keyword search for “summer” to find the uplifting song that conveys our “summercamp for grownups” theme.
Taking the plunge on the rope swing. (The woman in this photo is over 50 years old. The client wants to create an experience for older Boomers who want more comfort. We call it “glamping.”)
Animoto for Business costs $39 per month. (www.animoto.com)
Here’s how the video looks when hosted by Animoto – sharper than You Tube:
A marketing pro I ran into at my local cafe the other day looked over my shoulder as I was updating a Facebook Fan page and said:
“Most of social media is pure bullsh*t for my clients.”
And he’s right…for his old school, 65+, out of touch clients who don’t even have smart phones, still read a print newspaper and are still carrying a DayTimer — social media is a waste of time. (However, as of this writing, the 70+ age group is catching up and is now the fastest-growing demographic on Facebook.)
For a few, select businesses, like lawyers, (unless they deal with high profile cases that generate publicity), or people with government or corporate jobs (unless they are company spokespersons), or arms dealers, or private detectives or schoolteachers who want to protect their personal privacy, or anyone with a security clearance, or anyone doing something illegal, it’s better to keep a very low Internet profile.
But for most businesses operating transparently, social media can bring you an unprecedented new level of visibility. And for CEOs, filmmakers, artists, musicians, performers, workshop leaders or anyone who produces events — it’s mission critical.
Remember, if you ignore Social Media it won’t go away. And the conversation will still be happening without you.
This week, a controversial Gallup poll declared that social media was all but useless, and that nobody was influenced by social media ads and it was all a bunch of hooey.
I was immediately suspicious that results from the Gallup survey were skewed by the print and TV media. Mainstream media are late to the social game and totally threatened by the amazing reach of Facebook, Twitter, Instagram, Pinterest and You Tube — now reaching millions and even hundreds of millions–numbers that vastly exceed print media.
They’re also probably very threatened by Facebook advertising, which is much cheaper than print/broadcast, and reaches that oh so desirable Millennial demographic that doesn’t read or watch TV anymore.
Since I live in Facebook stats all day long, I know the truth — one post can reach more people than an article in the New York Times. Sure, Rupert Murdoch and Ted Turner are no doubt losing sleep over that.
Facebook ads, and Yelp, also, can be targeted with laser-like focus on extremely niche local demographics — something print media can’t do quite as well because print is either niche and national or broad and local . Print media and TV are rarely niche and local.
Internet radio still does a lousy job of targeting its ads to any meaningful niche. Local radio still thrives because it’s both targeted and local.
I’ve been doing PR (press relations) since the days when we used fax machines and FedEx — before the Internet existed. Back then, print media was king. Getting an article that reached 100,000 readers in a national print magazine was a big deal. I think some people are still attached to the “prestige” of Print but do not realize that they can actually reach bigger numbers with social media, with far more control over their message.
Print is still very valuable — but now more because it drives traffic to your website and gives you SEO rank in Google.
In the good old days, it was an even bigger deal to end up in a big newspaper like the New York Times and reach 1 million readers. If you got on TV you might (woo hoo) reach an aggregate of 2 million people through multiple TV news stories and a video news release after spending $250,000 on a press conference and a product launch.
Times have changed. Now you can reach just as many people in a few minutes with a single Facebook post or self syndicated blog post — or half a billion with a You Tube video.
PR IS DEAD — LONG LIVE SOCIAL MEDIA?
I’ve been saying “PR is dead, long live Social PR” for a few years now. I was a little ahead of the curve. I was also sitting around listening to the phone not ring from PR clients, and watching stories not appear in publications that were disappearing, so I was ahead of the curve and got into social media.
Now it’s clear that shift has happened.
Social media is not optional anymore. If you’re not leveraging social media to amplify your message, it’s as if you don’t exist.
Social media is now the front line of most successful marketing programs. Social media is where you distribute your message first — and later it’s picked up by the news media.
(The exception is if you are a publicly-traded company. If so, then SEC regulations require that you announce news on the newswire first, and your key media are pre-briefed under a non disclosure agreement.)
Traditional PR is still very important, but it serves a different role now–in tandem with social media. After your story appears in the news media, they use their larger networks to “syndicate” your message to their networks. You then in turn amplify the message further by syndicating their content on your networks.
Articles and reviews in mainstream media also provide credibility and great content for your website and social media to leverage, and they will boost your search rank (SEO) in Google forever.
WITH SOCIAL MEDIA, YOU MAKE YOUR OWN NEWS
Social media is the “information hub” of your marketing wheel — and your personal social networks at the “hub” that links to other social networks and communities worldwide. The press and publications are some of those networks–but no longer the primary one.
In the old days, you sent press releases to actual members of the press for distribution. Newswires were only available to the press.
Nowadays, you are the press and you syndicate your news over social media, in addition to the press. A press release on the wire now reaches everyone on the planet at once.
Here’s an example of the reach a press release typically gets now on the Internet. As days go by, this number increases, infinitely, and many of these impressions remain on the web forever. A press release mentioning a company traded on NYSE or NASDAQ would get much more impressions — this was what I got for a small business — 32,000 in two days. This doesn’t include the amplification from self syndicating this story on the client’s social networks. It would be difficult for a small business to get out the word that fast with traditional media.
SOCIAL MEDIA CONNECTS COMMUNITIES GLOBALLY
Here’s another example of that from the Unify.org campaign that illustrates how the Unify Facebook fan page links to other Fan pages and organizations, creating huge amplification for each post. (A single Unify post is often shared more than 5,000 times, reaching literally millions of people worldwide with no advertising.) Even with Facebook’s new restrictions, by utilizing this kind of networking, you can spread your message very rapidly and globally.
This strategy helped build Unify.org into one of the largest communities on Facebook. I helped write the initial strategic social media plan for Unify and was part of the core group of social media experts that helped ramp the page up. This is now one of the most viral social media communities on the planet.
As you can see in the screen shot above, it’s very possible to reach 1 million people with a single post if it’s shared, tagged and amplified with well targeted paid Facebook “boosting.”
The funny thing about social networking is…we often forget that it’s just a virtual party. It’s not about amassing tons of “fans” so you can have the biggest party — it’s about inviting the right people and serving tasty snacks and drinks.
It’s about playful banter, music and laughter.
You know what happens when you talk sex or politics at a party — dead silence.
A cocktail party is NOT the place to pull out a gigantic billboard and say HEY BUY MY PRODUCT! (Unless you are a paid sponsor with a table or booth.) And imagine if you pulled up your shirt and showed off your appendix scar?
But people do this all the time on Facebook! They forget it’s a party.
A great Fan page is an authentically engaged community where you have a conversation — even better if your tribe cares about what you have to say and shares it with their communities. At a party this is called gossip and word of mouth. On Facebook it’s called sharing and viral marketing.
Remember — a great party is not about QUANTITY it’s about QUALITY. Be selective. Invite the right people. Dress to impress — or stand out in the crowd. Serve good spirits and keep the music upbeat and the conversation as bubbly as champagne.
We are not collecting fans or contacts for Ego — we are collecting real human beings and we should care about them as much as we hope they will care about us.
Think about the real world equivalent of your Fan page. How would you interact in these different real world parties or events?
50 friends or less = backyard barbecue, workshop, a drum circle.
150 friends or less = a tribe, a retreat, a big party, wedding, etc.
1000 friends or more = a conference
2000 friends or more = industry trade show, music festival
10000 fans or more = sporting event or concert
100,000 fans or more = gigantic stadium event
1 million fans or more = broadcast on television
And here’s a great metaphor for Fan pages from #socialmediamixology:
Advertising is the awareness you pay for. And PR is the awareness you pray for.
Today, “PR” includes social media and “content marketing” — and that means “the visual stuff with words on it.” But to make people aware of your content, they need to be able to find it in Google. And this is why “organic” reach or Search Engine Optimization (SEO) is so important.
Great traffic means a lower Alexa rank. The lower your Alexa score, the more people are visiting your site, and the more “relevance” it has in the search engines like Google. (Alexa.com is the site that ranks other websites according to their popularity.) My Alexa rank continues to soar, and has surged from the top 12 million sites in the world, to the top 4 million. (I started the blog about two years ago.)
This is pretty amazing considering the fact that I am not specifically trying to drive traffic to this site, which is primarily a personal blog to promote my consulting practice.
My traffic is 100% “organic” reach — that means I get these visitors without paying for for advertising, Google Ad Words, Facebook ads, banners or link exchanges.
Here’s what I do to boost my SEO — and how you can use these techniques to boost traffic on your own site.
1. Content, content, content.
That is, just write interesting stuff. Write well. Be opinionated. Be a little controversial. Controversial, emotional, engaging content will get read and spread.
2. Teach and inform. Don’t just talk about yourself.
Create “how to” articles that teach others how to do what you do. Share information and don’t just promote yourself all the time. In fact, don’t promote yourself, ever, except in your bio and “about” section. Tell, don’t sell.
3. Use WordPress.
Build your website on WordPress — not a static website. If you already invested in a static website, add a WordPress blog tab to your site. Why? Because WordPress is very well optimized for search engines. WordPress also automatically syndicates your stories to other WordPress sites, and it also makes it very easy to tag your stories, videos and photos with juicy keywords.
4. Use lots of words on WordPress.
I know the current fad is towards “visual” websites and not a lot of words — but the fact is, Google and other search engines search for words, so use lots of them, and use the right ones.
Also make sure to write captions and search-worthy tags for every photo you use, so these photos can be found in search engines.
5. Think like a search engine.
What phrases do people search for? What questions do they ask that apply to your field or product? Answer those questions with your content.
7. Syndicate to all of your social media pages.
You can set this up in WordPress to syndicate your posts automatically when they are published so your posts go to Twitter, Facebook, LinkedIn, etc. Services like Networked Blogs also help amplify your reach. A new service, Thunderclap can dramatically amp up posts for cause-related content and non profits.
8. Feed your social media pages into your site.
Syndicate the content into your page — and out of it. The more it flows, the more traffic you might get. There are free widgets that make this simple to add a fan page, Instagram or Pinterest
feed to your blog.
9. Add easy to find “share this” buttons to make it simple for othersto share your content.
Sounds obvious, but you would not believe how many businesses bury these icons on the bottom of their website. Bring them to the top and make them big, easy to see and find if people are reading on a small screen mobile device.
10. Comment on other people’s blogs, especially major news sites.
Once a week or so, while reading the news, make relevant comments as an authority in your field on other blogs and news sites — particularly if they are comments on topical news of the day. This brings curious people to your page and builds links to your site. Share these stories with #hashtags that refer to the Trending Topics and news of the day.
11. Discipline yourself to post at least once a week.
The more you write, the more you post, the more you share — the higher your Google rank and relevance and the more traffic you get.
12. Send out press releases
Press releases are the most amazing traffic generator, period. Ever. You can use free press release sites if you can’t afford a professional news wire, but I recommend paying for PR Web which is highly SEO optimized.
13. Get mentioned in “real” media. (That is, do PR.)
One fantastic article in a major newspaper like the New York Times can permanently shift your business to a new level, boost page rank — and generate traffic to your website forever. Yes you will need to hire a professional PR agency (like me) to get this kind of coverage. Be patient as it can take many months, and be prepared to pay through the nose. It’s worth it.
Or try this yourself — some people naturally have a gift for PR and can do it themselves.
14. Use Pinterest to generate permanent links back to your site.
Publish your WordPress photos from your WordPress articles as Pinterest posts — and then go back in and “tag” the posts with keyword-rich phrases and URLs so the pins show up in Google. Tremendous traffic builder.
15. Make your website worth coming back to.
I know this sounds obvious, but why are you wasting your time driving traffic to a website unless it’s going to close the deal and make the sale once people arrive? Make sure you have a way to sign up subscribers to your newsletter, capture visitors’ emails and lead them to follow your Social Media pages so you can bring them back again and again.