How I work

SOCIAL MEDIA IS WHERE INFLUENCERS INFLUENCE THE INFLUENCERS

1. Business is now all about customer relationships. I help you initiate relationships.

2. Branding is now all about storytelling. I help you tell your story.

3. Marketing is now all about building communities. I build communities. Then we tell your story to the super connected connectors who reach these communities.

 Social media and PR are all about connections.

If you have just 1000 friends, and they each have 1000 friends, you can reach 1 million people with your network.

Think about it — you can reach 1 million people with a single post now. That is mind blowing. That is the most amazing marketing bargain in history.

You can reach 1,000,000 people within a few minutes with great post on Facebook -- if it gets shared and syndicated. Only a few newspapers can reach that many readers (such as the New York Times or LA Times.)

You can reach 1,000,000 people within a few minutes with great post on Facebook — if it gets shared and syndicated. Only a few newspapers can reach that many readers (such as the New York Times or LA Times.).

Influencing the influencers.

I influence other influencers who reach other influencers. who spread the word. This exponentially amplifies your message.

This is either done by influencing journalists to write articles in traditional media — or influencing influencers to retweet and share your content and news on social networks.

You are leveraging my network to build your net worth.

There is no other way to do this — and all of the leading social media experts leverage their personal relationships on behalf of clients, just as publicists have for decades.

I’m followed by leaders

I’m followed and trusted by a large community of influencers who follow me on social media.

This includes the top social media gurus, pundits, industry analysts, venture capitalists, journalists and the like. Each is a leader in their own sphere — influential and highly connected in their own unique way.

  • My Klout sore is 67 – ranking me in the top 200 of all social media consultants worldwide.
  • I’m listed on 40 Twitter lists of the top Social Media and PR pros.
  • Peer Index ranks me in the top 20% of influencers, worldwide.
  • This blog you are reading, miraculously, is ranked in the top 1 million of websites in the world by Alexa.
  • Many top social media influencers follow me — Brian Solis, Robert Scoble, Guy Kawasaki, Mari Smith, Renee Blodgett, Kim Garst,Ted Rubin, Reese Jones, Chip Conley,  celebrities, musicians, DJs, film makers, CEOs, journalists, venture capitalists. Whatever I post about you — they’re reading it.

I reach early adopters

The way you get a paradigm shifting or disruptive technology launched is by first convincing the early adopters and influencers.

These days, I focus on relationship-building (PR and social media) for clients in three rapidly-growing and emerging markets — markets that are now converging in a fascinating way

  • To launch a new idea you need to reach early adopters -- people who are open to new ideas.

    To launch a new idea you need to reach early adopters — people who are open to new ideas

     

 

 

 

 

 

 

 

  • Technology early adopters
  • LOHAS(Lifestyles of Health and Sustainability)
  • Transformational consumers

 

I believe these are the three groups of people most likely to adopt and try a new idea or trend — and then spread the word about it.

You need to reach pundits, journalists, bloggers, reviewers, investors, analysts and influencers who spread the word to early adopters. These are the kinds of people who camp in line for the new iPhone, then scrap it for the new Samsung Galaxy. The “I am the first on my block” trendsetters, hipsters, techies who dare to try new ideas.

Via this selectively curated group of exceptionally networked people. (Malcolm Gladwell in “The Tipping Point” calls them “mavens” and “connectors”) I can reach millions in a few minutes.

Connecting other connectors.

To “go viral” you need to reach other connectors who are connected with other communities outside your own.

Social networking is just like face to face networking. The whole point is to have a network that reaches other networks.

You are most effective when you network outside your network into new circles:

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How social media works: You are connecting different social networks and communities in order to generate huge influence. Generally each of these communities has influencers. The point is to identify the influencers and influence them so they spread the word to their networks for you

 

 

 

 

 

 

 

You can either pay for this with Facebook advertising — or do it manually by having relationships outside your network. I believe that doing a combination of both is most effective.

PR is dead — long live social PR

I think that PR and social media are not separate and are in fact, today, the same thing.

Social PR blends traditional mainstream print/TV/radio news media Press Relations with Social Media content marketing — to reach influencers.

It also means, simply, that your “friends” on your social network also happen to be reporters, freelance writers, columnists and editors and they “discover” the story ideas you share on their news feed. (This is kind of like sending out a press release only much faster.)

I build relationships with press and influencers. They spread the word for you to their networks, which include their Fan pages, Twitter and the blogs and publications they write for.

Some of them are traditional print or TV press.

Others are simply well connected on Pinterest, Twitter, Facebook and Instagram — but have influence equivalent to or greater than that of traditional media.

Over time, we create authentic, engaged communities who will be advocates of your brand. Who tell your story. Who spread the word for you.

I believe in telling a story so compelling that the press call you.  The best press coverage always happens this way — pull not push.

Posting content for client C2SV festival -- the new SXSW of Silicon Valley. That's one of the speakers I helped promote, Internet and social media guru Robert Scoble, to my left.
Posting content for client C2SV festival — the new SXSW of Silicon Valley. That’s one of the conference speakers I helped promote, Internet and social media guru Robert Scoble, to my left.
One of the 2000+ super influencers that I influence.  Scoble is considered the most socially networked human on Earth and he is totally brilliant.

 

 

 

 

 

 

 

 

 

 

It’s all about storytelling

Everyone has a story.

I help you tell your story for you — so you can get the visibility you deserve.

I build your brand, 140 characters at a time.

I tell stories that engage the influencers so they spread the word for you.

Here is a story about a client, Elephanti, a mobile shopping app. Elephanti is helpful. Elephants are also helpful. A stunning fashion photo by Kenvin Pinardy made this simple message go viral.

Screen Shot 2014-10-07 at 9.32.20 AM

I use great creatives to post for me.

I am trained as a Journalist. I started my career as a magazine editor.

When you generate your own “content” it helps to have someone on your team who knows how to tell a story, write a headline and who knows Associated Press style guidelines.

That’s why I bring talented journalists, photojournalists and professional copywriters to your team.  I use great graphic designers and original art and photography in the graphics I post — stock photos do not stand out.

Remember — you are producing your own news. Don’t produce “snooze.”

Meme campaign for RiverGuidess

Viral Meme campaign for RiverGuidess river adventures utilizing original photography by a fantastic pro photographer, Jeff Eichen.

 

 

 

 

I don’t just build fan pages, I build communities made from real people.

Behind every fan page are real live human beings. I am always astonished when I show up at an event I’ve promoted and look out into the audience and I see them. When they run up to me and hug me.

When they thank me for inviting them to an amazing event, or letting them know about an opportunity or simply for being their Facebook friend.

The live human beings who for months were anonymous “fans” on a fan page.

I built that audience! I brought you here!

That’s what this is all about.

I am absolutely confident that no matter what you do, whether it’s complex technology or a heart-opening inspiration, I can help bring you the attention you deserve.

What can we do, together, to help shift your visibility to a new level?

Looking into the audience from the stage, Deva Premal and Miten

Looking into the audience from the stage, Deva Premal and Miten as the audience shines the light of their smartphones during a song. “Shine your light.” It’s always extremely moving to see the fans on the fan page and meet them face to face.