I HELP YOU REACH INFLUENCERS WHO INFLUENCE OTHER INFLUENCERS
I’m passionate about social media. I love it. I was born to do this. And I think we are really only in the very beginning of a very exciting revolution in communication. Imagine — you can now promote your business and compete in the global marketplace almost entirely for free.
I have a very different approach than most of the social media professionals out there, and it comes from the perspective of 30 years in corporate communications, PR and journalism.
Facebook and LinkedIn are just your new Rollodex. This is how you find customers, build loyalty and keep them.
Social media is now the front line of your brand.
1. Your network is your net worth. I hope you build your network by leveraging mine.
2. Business is now all about customer relationships. I help you initiate relationships.
3. Branding is now all about storytelling. I help you tell your story.
4. Marketing is now all about building communities. The first step to launch any business now is to first build your community. Then you tell your story to the super connected connectors who lead other communities.
PR is still important — but in the social media era you must intertwine it with your social media program for success
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 also pitch editors via Facebook or Twitter.
I build relationships with press and influencers. 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.
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 the most amazing marketing bargain in history.
You influence other influencers who reach other influencers. who spread the word. This exponentially amplifies your message.
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 reach early adopters
The way you get a paradigm shifting or disruptive technology launched is by first convincing the early adopters.
THE THREE PRIMARY EARLY ADOPTER COMMUNITIES:
- Technology early adopters
- LOHAS (Lifestyles of Health and Sustainability)
- Transformational consumers
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. 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:
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.