Happy new year and welcome to the first solo episode of 2016. I've been thinking a lot about skills of the best social media marketers, and what I should be focusing on this year. The answer is focus: social media marketers wear lots of hats, and the only way to maintain a strategic approach is the ability to focus and keep on track. Listen in to hear how I keep focused, and why focusing on your business objective is crucial to your success.
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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant, founder of Maximized Social Business, The Social Media Centre of Excellence and the Social Tool Summit. Neil Shaper Everybody, This is Neil Shaper. Welcome to another episode of Maximize Your Social and more importantly, happy New Year. This is the first well, the second episode will be publishing this year, but my first solo speaking episode, I hope you enjoyed all that the 2015 holiday season brought you. I know that I I tried my best unplug. Have fun with my family, Learn to become a better cook, have family and friends over for the holidays. What else is there in life, right? This is the ultimate cell Now it's 2016 were back to work, and we're trying to figure out what all these the year ahead and social media marketing and what it all means. You know, this podcast is not about giving you advice for the year. I plan to have that or create separate content for that purpose. But yeah, Mari Smith, my good friend and you probably know her for. She's obviously the most famous person in terms of Facebook marketing has been talking about this one word theme for the year. I think her, she said last year was partnership. I'm trying remember what hers was for this year, but similarly, I was asked by one of these social media dashboards these up and coming one's called E Clincher and for their block posts. They were doing an expert round up, and they said, Hey, Neil, what is your suggestion for a skill that the best or score habit that the best social media marketers have? So this leads very well into what my one word theme is for 2016 and I hope that you'll share the importance of this with me. But just to tell you what I told him, and I literally just responded to this lesson 24 hours ago, a few skills come to mind that the best social media marketers have. But I think the most prominent habit is being able to focus, focus, focus, focus. And if you're a fan of Dave Kerpen or haven't heard of Dave Kerpen, you should check out his books on Amazon, his likeable books. He has one e book only or kindle only e book, where Hey provides a lot of advice. And this was also the focus but intended of one of his chapters. But you know, this is really what it comes down to, whether it's, you know, as a social media market, or we were a lot of hats, right, with its content creation, engagement, listening, campaign planning or analyzing the best social media. Marketers need to wear many hats across many social networks, which never go to bed right and the only way to maintain a strategical approach because it's easier to just get rid of the strategy and forget what you're doing and just do it, which has no business meaning. So the only way to maintain a strategical approach amongst this whirlwind of never ending activity that is social media is the ability of focus and keep on track, ensuring that tactical objectives were implemented and social media activities are strategically aligned. It's one habit which truly separates the best from the rest focused focus, focus. So I hope that you will share my sentiment that this is gonna be critical, especially as in social media marketing, we become more visual in our approach, and I'm not just talking about creating different sizes of images for Twitter and Facebook. And I'm talking about purely visual social networks I'm talking about now video social networks, live stream social networks and having to create multimedia on the spot Realty time visual content. I think it's gonna drive a lot of us crazy. In addition to being heard above the noise, which is always the challenge is, content becomes more more of a commodity. So there it is. Focus, you know, to help you understand the way that I like to focus. I have a white board that I love, the use that is right behind my desk. And sometimes you'll seem to Google plus hangout with a bookshelf behind me, which showcases maximize your social pretty prominently. But other times you might see a little white board. I try to hide excess a lot of confidential information on right, a lot of business secrets and custom information. But if I was looking at right now, there are a few areas where I focus a number one is dollars. That's what you're in business for, So this is either accounts receivable or contracts, and I'm negotiating just to make sure that I keep my eye on the ball. Another one is the infrastructure. I am constantly looking to invest in my infrastructure as a business, and obviously that primarily includes my social media infrastructure. But other infrastructure and then, for me, content. Like most companies and most social media authors and speakers consultants, I want to be. I want to be everywhere right, but I need to be strategic in that approach. So I have my own plans in terms of audio and video, which I'm pretty excited about, and I'll be sharing those more with you as the year goes on. And then I have one called big Content. This is after the big rock content that Jason Miller from linked in finally spoke about. And it was the first time I heard it when I spoke with him at B to be marketing props, um, of this concept, and it's something that I was surprised to see an editorial calendar, a blogger posted a that actually included that on a monthly basis in a constant market editorial calendar, and I think that is bang on. So I have my big content ideas that I'm gonna implement on. And then I have my big product ideas, These air new ways of product izing in generating money. And then I have another one, which is other content. It's not strategic, it's not big rock contents. And it's not strategic in terms of these new forms of content that allowed me to be everywhere. But their ideas that I have right that I want to implement upon and then I have another area would just work flow different from infrastructure. This is sort of what I'm doing now. I use a variety of tools, as you can imagine for a variety of different objectives. And sometimes I just wanna write it all down to figure out what to eat. What have my hands in? So that helps we really focus on what I need to optimize, can emerge. Tools together are their tools I don't need to use. It's all about that workflow and maximizing your soldier from an operations perspective. But I want to get back to that new product idea that monetizing idea, and this is critical to today's episode, and I'm glad that I got to share with you that that focus I have and so that the areas where I try to focus this year, but I want to get back to this idea of monetized because I get lots of e mail. Boy, I get tons of different types of contact requests, and this is one that I get from time to time. And maybe some of you want to ask me this question as well, which I think will reveal a greater truth about social media. And therefore I wanted to cover it in today's podcast, although it is a very, very brief email. Hi, my name is I will keep that name confidential, and I'm well, this person is a 20 something. Let's put it that way. I recently came across your website and am fascinated by the content you put up. I run a certain niche category, a certain niche category account on a certain it's social network with over 500,000 followers. But I'm having some troubles monetizing. I wonder if I could potentially work with you or your clients. Thanks. It seems like a really, really innocent request for my expertise. The problem, though, is and I'd like to say this a lot, but I'll repeat it again for the purpose of this podcast. Social media replaces nothing but compliments, everything. And maybe if Herbie say that you've seen the tweets somewhere. But this is a perfect example. Just getting lots of followers like a vanity metric, right? It has no business value. Okay, so the only way for some of you that might have a big network. Hopefully, if you have a big community that you've built in social media, you're also a business, and you also have a product, and you've been able to monetize that and generate R A. Y because that community overtime converts into being a customer, right? Or maybe you use that community toe, get some ideas that allows you to create a product to convert them into being a customer. The whole idea here, just like I talked about, I have these new revenue generating product ideas because I'm always looking at ways that I can cash in on my I p, which is my experience and my ideas, my insight about social media for business. So in a similar way, right 500,000 followers get you nothing. You need a product or a service to sell to your 500,000 followers. That's obviously one approach that I think makes the most sense. And therefore you need to talk with a business coach that can help you develop a product that those followers might be interested in. There's always risk there because there's so many boxes would have you. Just because someone likes your company doesn't mean that they have opted into your email or even considering buying from you. They can like you for a lot of different reasons, right, But without a product, there's no business. There's, you know, you, you it influence. But it has no power, and that's the other sort of angle You can go. Ideally, I'd like you to go where I need a product or I need a service to sell to these people. Um, the other route to go is I have 500,000 followers. I yield influence, and I have influence in a certain niche, and I want to monetize that influence by sharing my community with brands by promoting brands to my community. Now this is Maura of becoming an influencer, or a brand advocate, and this is not an easy thing to do, because once you start trying to sell to your community, it can be a major turnoff to your community. It also means that you're gonna have to be directly involved in creating content a lot of times that you may feel uncomfortable doing, because that's not what your sight. You know, whatever community you have, and whatever time that you've imposed in, it's not what it's about. You may be asked to represent brands that you don't feel comfortable representing because you're not a personal fan of them, know where their user of them. So it brings up a lot of ethical issues, and it's also very, very well. I mean, it's getting more and more difficult to represent brands because the influence or marketing platforms and dashboards are getting better and better. Basically saying Okay, let's see how many clicks this content gets and we'll pay you according to clicks. In other words, the followers give you the credibility, but you need to be able to deliver on the clicks. And if you're on a social network where you're just unsure as to what sort of clicks you're getting, that's a black hole, right? I think Ah, lot of brands were working with influencers. We're also gonna look about Well, do you have a website? Do you have a block? Because that has S e o power that has long lasting evergreen power than account on a social network does not have. And by the way, if you plan on releasing a product or service, you're gonna need a website to sell it in as well. I mean, even, you know, people that are very active on Pinterest that are selling their wares it it's all integrated with an Etsy store, right? So they have not necessarily a website, but at least they have a store on UNEP. See, Aura, Shopify whatever platform you want to use. So that's really the key issue here right now. You know, for those you that want to go the influence around one of the sponsors of the Social Tool Summit, they were called fame bit and there an example of a influencer platforms. It is a marketplace for influencers. So you log in with your your user credentials and you might get offers for spreading the word about brand. So our campaigns one of the more famous ones that I would recommend you check out. It's something called tap Influence. And what a lot of these if you are able to get signed on as an influencer. And if you're a business looking to reach out to influencers, you should check thes networks out as well. You're basically gonna be paid either by the click or to send out a tweet or whatever. It is a certain amount of money. It's not a lot of money, right? You really have to build up a reputation, and you have to build up a track record to be able to get, you know, in the hundreds of thousands of dollars. So at the beginning, I would not expect more than the tens of dollars in all honesty, even with a following of 500,000 although I might be wrong. And it also depends on the industry and how aggressively want to promote yourself. But obviously, that may not be the best way of sustaining a business, and therefore I don't know how many influences out there actually make most of their money from influence of marketing campaigns. It is just like myself and part of my income comes from being an influencer. It is complimentary, right? And it just goes back to social media complimenting everything. So if you want to go the influence around, I believe that's gonna be a complimentary route. But really, you need to have a product you need have a service. And the beautiful thing is OK, once you get a large following in social as a business or a brand. I worked with a musician. We were able to generate successfully such a large following for him that we could create multiple brands weaken, basically create another brand and weaken target that following either through, you know, a custom audience or targeting with a paid ad. Or we can cross promote it right and say, Hey, we have a new brand. We've launched the new brand. We've launched a new site, and the bigger your community is, the more you can do that. And ideally, if you were thinking of doing that and launching new site so I have maximized social business. Well, you know, I started off with windmill networking that merged into maximize social business, and I took my personal branding and put it in to maximize your social. There are certain things I do maximize social businesses where all my audience went. I had to start anew with Maximize your social, but there's certain things they do to crossbreed social tools. Summit I crossbreed and I I cross promote the same thing with Social Media Centre of Excellence, my newest venture, which is gonna be lunching, said social media city dot com. I will cross promote that across the channel. So the bigger the community, the morbidity you have to cross promote and therefore the more ability you have to launch new brands or new offerings from scratch. And I think that's really the exciting thing Here is if you can find a product or service that's you can either create or partner with someone that has a lot of business valued your community. Probably in there you might be able to find another niche or something complimentary Weaken branch off and hopefully from the 500,000 get you know, a few percent to convert on becoming followers of a new page off the bat and therefore you already have a five or 10 or 25,000 person following, which for a lot of businesses they'd be envious of, right? So I think that's the way to think of the community. And, you know, if you don't have a business or product, obviously there's value in yielding influence. There's also value and sort of getting feedback and understanding what's important to those people. But at the end of the day, right social media is about having an objective, and it has to be a business objective, and therefore you have to have a business. So that's on Lee, a question you could answer. That's not something any social media consultant like myself will be able to answer for you, perhaps a business coach. And you know, I've never heard of business coaches that specialize in people that have large social media followings, and they created them organically when it was a lot easier to do. So maybe, and now they're trying to figure out how to monetize them. I have met people like that like this person through the years, and it kills me because you gotta have a way of monetizing, and the only way to monetize it is by having a product or service in order to help you monetize it, hopefully ah, majority or an overwhelming majority of you. Listen, this podcast don't have that problem, right? You've been selling products, and service is and you're trying to figure out how to use social to sell more of them. But I think now looking at it from the flip side once again, if 2016 to 0 focus. It's time to rekindle the business objectives of your social media strategy. And this is something you know, I talk about doing audits of your social media strategy on a regular basis. When you do an audit, you don't often get down to that core business objective it's more about Are we on the right? Social networks are tweeting in offshore each week, are content? You know how the KP eyes looking. She'll use more paid social. But now it's time to rethink those core business objectives and revamp what you do to ensure that they are an integral part of your social media operations. I still get random tweets saying, Oh, my boss still doesn't understand the R. Y social, and it kills me because it is so clear. If you go through that exercise and if you haven't buy a copy of Maximize Your Social. I mean, it's there. It's the blueprint. Help you create that social media strategy. If you have any questions, you know, Ping me comment on iTunes with your questions, any more than happy to answer them, whether it's on iTunes or whether it's a maximize your social. But the key thing is, you gotta have focused. You gotta have clarity. You got to be clear about your business objectives. And everything you do in social media, either directly or indirectly, has to be all about those business objectives on the same thing, right? I get Ping by a lot of people. Ah, lot of businesses. I get my arms pulled on a lot of different directions, and I told my wife, Everything I do has to have a revenue generating aspect to it. You know, we were not in the business of PR. If you're in the business of PR, that's great. But you know, PR and social is only secondary. It's a secondary objective to our primary objective. And now I'm speaking the language I talk about in, you know, calculating your social media, rely on maximizing your social or maximize your soul tried to say it is all about that primary business objectives. So it's a great time. Take a step back and think about it. Don't become the business or person has a large following. It can't figure out how to monetize it. Make sure that you are monetizing or for whatever business objected. You have that you can, you know, sanely saying a daily basis. Yes, this is working. This is meeting its objective. And that's really the best advice I can give you at this first live podcast, the beginning of 2016 on how you can best maximize your social for the coming year ahead. Well, friends, that's it for another episode of Maximize Your Social Coming into my home office here in, I Want to Stay Beautiful. Irvine, California We've had a lot of rain with this El Nino if you heard about that over the last few days. But but we're surviving and keeping dry today. But hey, wherever you are in the world, I want to wish you a happy New Year, and I also want to just throw out one more request. I know some of you, if you've been a long time listener, You know that I had Ah, I changed my r s s feed. I had to create a brand new iTunes. Paige and I lost a lot of the reviews that I usedto have. So if you're listening to this and you find value, I'd really appreciate. If you go to iTunes and and write a review and tell me what you like and even what you don't like about the podcast, that's really great feedback for me. That's the R y. Of doing this is the better. Understand you and your needs, So I'd appreciate if you could do that. But as I do with every podcast, wherever you're on the world, make it a great social day, everybody, we'll be back in just soon. But until then, bye bye. Thanks for listening. To maximize your social. We appreciate all of your iTunes subscriptions, ratings and comments. Please. Also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social Media, c o e dot com, as well as meals. Social Media Conference, Social Tool Summit coming to Boston on April 12