A talk presented at the 2018 Social Media Week in Coeur D'Alene Idaho.
The talk explores the susceptibility of business owners in today's algorithm-driven world and offers practical strategies on how to insulate this risk. The talk also covers practical tips on utilizing LinkedIn and Dark Social to build a client list that will outlast any algorithm update out there.
3. IT WAS JUST A JOKE!
"I’ve seen videos go viral before, but I never thought some
stupid little video I did would get popular like that," he says.
"I’m waiting for the Magnavox police to come and haul me
off or something.” – Adam Chronister
• The Alex Jones show promoted the hoax as authentic.
• 200,000 views and over 850 comments (First Week)
• The story and my name is in Snopes
• Interview with Wired.com
• I never did get sued by Magnavox
4. THE PLAYING FIELD IS LEAVELING!
• Next year, people will spend more time online
than they will watching TV.
• Brands that advertise on YouTube rather than TV
during prime time reach 56% more users (2016)
• YouTube Reaches More 18-49 Year Olds then the
Top Primetime US TV Shows Combined
5. THE PLAYING FIELD IS LEAVELING!
ATTENTION IS CURRENCY IN THE MARKET
PLACE OF IDEAS
Average weekly time spent watching live TV Minutes spent per day on social apps
7. YOU DON’T OWN THE DATA
If the platform or monetization
channel you are leveraging changes,
so might your businesses revenue.
8. 2013 – GOOGE PAYDAY LOAN UPDATE
• This update was significant and impacted approximately 0.3 percent of
queries in the U.S.
• Payday loans, casinos, debt consolidation sites would be affected.
9. 2017 – ADPOCALYPSE
• YouTube demonetized certain users at will and with little recourse.
• The Military Arms Channels Ad earnings dropped an astonishing 99% on
the heels of YouTube’s Ad Update.
10. 2018 – ALEX JONES BAN
• Alex Jones was banned from Apple, Facebook, YouTube, Spotify &
Now Twitter
• "I don’t like Alex Jones, but Alex Jones gets to speak. Everybody gets to
speak," - Bill Maher
• Like him or not this set a dangerous social media precedent
11. 2018 – TWITTER SHADOW BANS
• The idea of a shadow ban is that you ban someone but they don't
know they've been banned, because they keep posting but no one
sees their content.”
• CEO Jack Dorsey testified before two congressional committees last
week to address online claims of political bias on the platform.
12. 2018 – GOOGE MEDIC UPDATE
• Google's core search update had a big impact on health/medical sites
• This update has mostly affected YMYL (Your Money or Your Life) sites.
• Many sites in the diet, nutrition and medical device niches were greatly
affected.
14. TIME TO DIVERSIFY
• SEO
• PPC
• DIRECT MAIL
• REMARKETING
• EMAIL MARKETING
• RADIO & BILLBOARDS
• SOCIAL MEDIA MARKETING
• OLD FASHION NETWORKING
15. DIVERSIFY YOUR MONETIZATION CHANNEL
• Patreon is a way to get paid for the things you create
(webcomics, videos, songs, etc).
• Fans (patrons) pay a few bucks per month per content piece
you release.
• Udemy is an online learning and teaching marketplace with
over 80000 courses and 24 million students.
16. UTALIZE DARK SOCIAL
Dark social refers to the social sharing of content that occurs outside of what can
be measured by Web analytics programs.
Messaging Apps: ( WhatsApp, WeChat, Facebook Messenger, Skype, Etc,)
SMS: ( Copy - Past - Share )
Email: ( Copy - Past - Share )
82% Dark Social
11% Facebook
8% All Other Platforms
• 73% of all social sharing happens on dark social channels
• 46% of consumers age 55 and older share only via dark social
• This means that marketers need to be aware of changing sharing habits to
offer a more relevant user experience.
17. DARK SOCIAL FOR OUTREACH
Avoid Sales Talk
Consumers today are hyper-attuned to sales
jargon and intrusive ads.
Customize Your Message
it’s important for brands to remember that they’re
encroaching on a private, less formal forum:
SMS LinkedIn Messenger
18. BUILD A LIST
• Add a signup form to your Facebook Page.
(MailChimp, HTML, Iframe)
• Add a signup form to your Website
• Actually, reach out to people who give you their
business cards.
80% of marketers say email is a cornerstone of their business
20. EXPAND YOUR LIST WITH LINKEDIN
LinkedIn is the only major social medial platform
where you can import and export your contacts.
• Twitter
• Facebook
• YouTube
• Instagram
• Pinterest
• LinkedIn
Import: https://www.linkedin.com/mynetwork/import-contacts/
Export: https://www.linkedin.com/mynetwork/contacts/
21. EXPORT YOUR LINKEDIN
CONTACTS
Taken Directly from LinkedIn
Add people to your contacts.
If you have a well-established rapport with someone on
LinkedIn, consider adding their details to your contacts on your
computer or mobile.
Add people to your email list.
Consider adding contacts to your mailing list.
Convert a CSV to to VCard on a Mac - https://bit.ly/2o2qGCK
22. BECOME A LION
LinkedIn Open Networker
LION Websites:
•TopLinked.com
•LION500.com
•OpenNetworker.com
Other ways Build Your Network
•Join Groups
•Add Your Email
•Swap LinkedIn List
Avoid Sales Talk - Consumers today are hyper-attuned to sales jargon and intrusive ads.
Customize Your Message - it’s important for brands to remember that they’re encroaching on a private, less formal forum:
(1) Use it as a backup in case your account is suspended. Let the list sit somewhere safe, and use it as a backup in the event LinkedIn suspends your account. Fun fact: LinkedIn can suspend accounts who are too active or use sourcing tools. Consider backing up your contacts bi-annually and using them to re-build your network in a pinch.
(2) Add people to your contacts. If you have a well-established rapport with someone on LinkedIn, consider adding their details to your contacts on your computer or mobile. I recommend doing this with people you are in touch with on a consistent basis.
(3) Add people to your email list. Consider adding contacts to your mailing list. A word of caution: There's no greater way to turn someone off to your services or expertise than spamming them relentlessly, and just because you can add people to your list doesn't mean you should. Consider adding those who have given an explicit "okay" only.
