Week 3: #SMMW19 Recaps - Are you ready to dive in?!
Right before I began writing this article, I had to get in my daily dose of Zach King. He is clever, magical and has collaborated with companies such as Apple, Disney Animation, Universal Studios and At&t. PLUS he has created a series of augmented reality children's books... whaaat?!
So for those of you who don’t know Zach, he is basically a magician king of the digital world (plus he was on the amazing race!!!). #amazingracefamous
Anyways, Zach’s presentation was “How to Create Videos People Talk About”. So Zach ends up turning the presentation around to “How do I make Interesting Videos” or “How do I get an Idea for a Video?”.
And the answer is…. drumroll...............🥁
“Don’t be Original”
Don't be original? What in the heck do you mean? How do you create these magical videos and NOT be original?! Minds were blown for a few minutes here... 🤯
He then backs up this thought by showing us a quote by Steve Jobs...
“Great artists copy, good artists steal. And we have always been shameless about stealing great ideas.”
Who imitated a quote from Pablo Picasso...
“Lesser artists borrow, great artists steal.”
Who actually took that quote from Igor Stravinsky...
“Good composers borrow, great composers steal.”
Who might have stolen the quote from T.S. Elliot...
“Immature poets imitate; mature poets steal; bad poets deface what they take, and good poets make it into something better, or at least something different.”
You get the point.... right? Creative ideas (like Zach's videos) derive from people we enjoy and respect. So now that we have established it is OKAY to feel not-so-original, Zach wraps up the presentation with a formula to get you started!
Choose 5 people you currently enjoy watching because of their style. This doesn’t just have to be videos, this can be blogging or podcasts as well! This part may take a little research if you don’t explore the internet often.
From each person, pick 1 thing they do well. You don’t want to pick more than one thing because that's where draws a line of directly copying that person. Not cool!
So what is that 1 thing we can look for? Some ideas might be openers, ad placement, camera work, writing… etc!
Final thoughts... don't get stuck trying to be "original". We all need to start somewhere when it comes to the creative process. Zach himself started on Vine (R.I.P.) and now is successful across all platforms and has built a well-known character.
To wrap up the presentation, Zach then did one of his signature videos with the crowd! I'm famous haha! Check this video out on his official Twitter Page
Next up is Karlyn Williams of Oh Snap! Social breaking down Mary Kathryn Johnson’s (AKA #ChatBotMom) session on repurposing email campaigns you already have constructed and breaking them down into bite-sized messages via chatbots to escalate the buyers’ journey. Take it away Karlyn...
I’m a big fan of repurposing content, why reinvent the wheel if you don’t have to right? So I was intrigued to learn a new strategy to repurpose the current email campaigns my clients and myself already have set up. Before Mary Kathryn dug deep into the strategy of how to do just that, she wanted to set up clear objectives...
Her two objectives:
1. Switch marketing mindset from traditional to conversational -- be more social
Traditional Marketing is all about the product.
Conversational Marketing is all about the prospect.
To dig deeper, conversational marketing is:
ACTUAL CONVERSATION (one-to-one approach)
In real time
Prospect is driving, we build the vehicle and the road, they choose the adventure.
This last point immediately reminded me of the Goosebumps books back in the day where you got to choose your own adventure by flipping to a specific page number allowing the reader to read the book a few times and make it personal to them every time.
Highly personalized, even in it’s one-to-many messages
2. Learn “Face-tweets” using chatbot conversion copywriting
The bite-sized message is what Mary Kathryn calls Face-Tweets. Why?
“When I first started using chatbots, it’s like Facebook and Twitter had a baby.” - MKJ
Before creating the copy for your bot, Mary Kathryn says, “begin with the end in mind.”
What’s the main call-to-action you want the prospect to do...what action do you want them to take? Do you want them to register for your webinar, sign up for your beta program, buy your product? Whatever is it start there then work backward.
There are roughly 6 steps -- 1/3 of the copy being about you and your business and 2/3 being about your prospect. Each step should get them through the buyers’ journey albeit at an escalated rate than email would.
According to Mary Kathryn’s experience, it takes an average of 2.8 chatbot conversations for a prospect to become a customer.
The steps typically look like this: Subscribe > Nurture > Pitch > Decision > Buy and the messaging to walk them through it could use Mary Kathryn’s example outline below.
Once you’ve got an understanding on the outline and how the messages should rattle off to your audience it’s time to develop a bot persona.
Just like you create audience personas, it’s important to develop a voice and tone for your bot so that your audience actually knows that it’s not the human you interacting but your sidekick and digital assistant conversing with them. You just want to make sure that your bot’s personality fits with the personality of your brand/company.
Steps to Creating Your Bite-Sized “Face Tweets” Messages
Read through your email copy
While keeping the essence of the message distill it down...
To one page
To one paragraph
To one sentence
To one word
Create those “face-tweets” while always keeping the essence of the message (that one word) and end conversion in mind.
Best Practices of Chat Bot Copywriting
Comply with Facebook’s Terms of Service
Keep the main conversion in mind
Use email headings to create short +/- 160 character messages
Start with images (and use them often!)
Use gifs and emojis
Add typing delays in place of paragraph breaks
Ask subscribers to participate through questions, leading statements and buttons.
“Invite people to reject you!” - MKJ
Are you thinking of ramping up your chatbot efforts, but want it to be more than just a place to answer customer service questions and instead a place of to convert fans to customers? Give this tactic a whirl -- afterall you probably already have the bulk of the content already created!
Next up is Mary Fain Brandt from The LinkedIn Bakery. She wants you to tune in for her recap on “How to launch a Facebook LIVE show” featuring Stephanie Liu of Lights, Camera, LIVE!
Some stats you should know…
Live video captures viewers attention 3 times longer than regular videos.
490 million people use Facebook Page events every month
38 million events were created by Facebook Pages
That’s a whole lot of events happening on Facebook. Just imagine if you could capture 2% of that audience!
Stephanie said something that made me stop and think about my own Facebook Live Show (Bite-Sized Tips for Busy Entrepreneurs ) “It’s not about making a video it's about creating a show!” Can you see it? Your name in lights! Okay maybe not that, but it made me think that I am creating a SHOW and not just a video. A Show that people tune into on a regular basis.
"One of the most important aspects of live streaming is knowing how to hold your audience’s attention captive in a world that you create. You don't just want to create a video someone watches, you want a show that people can't wait to see and tell their friends about. And in order to do that, you have to get people buzzing about it." Stephanie Liu, CEO of Lights, Camera, Live
Live video is like a circus, lots of moving parts (boy do I know this! Mics, lighting, show notes, Skype, Ecamm, oh and your guest!)
Stephanie shared with us how to be the Ringmaster of your Live Show with these 3 tips:
Pre promote! People can’t watch your show if they don’t know about it. Create an event on Facebook Page, Tweet it out, Post it on Instagram and don’t forget to share it on my favorite platform- LinkedIn.
Give people a heads up when you're going LIVE. Even if they had the best of intentions of tuning in, they still need a reminder. Post 5 minutes before you plan to go live.
Repurpose. Not everyone is able to tune in at the time you go live, and that’s okay. Share your video with them AFTER. Share it on Facebook, YouTube, send it in an email, take a quote from your show and turn it into a graphic and make sure to always include a link to your show so they can watch the whole thing. Oh and don't’ forget to create a space for your videos on your website.
Don’t rely on Facebook Notifications to get people to watch your Lives- you need a solid promotion plan.
What’s your excuse for not doing videos?
I don’t know what to talk about
I don’t have fancy equipment
I can’t go live at a good time
Let’s bust these myths right now!
You don’t need fancy equipment to get started. Stephanie has done successful shows starting with her iPhone 6. Some of my most viewed videos are recorded with my iPhone. Yes, it’s nice to have a home studio, lighting is important, as is sound, but you can truly get started for a nominal price. So don’t let equipment hold you back.
The right time. Is there such a thing? I think not. Schedule your Live show at a time that works for you, your audience can catch the replay and they will if your content is good!
Speaking of content. Not sure what to talk about it?. Just use Stephanie’s 10 x 10 Formula. It looks like this:
Take your top 10 questions you get asked all the time and the top 10 questions they should be asking and you have 20 ideas right there! Another great way to get topic ideas is to ASK your network. Do a poll on Facebook. Your network will tell you want they want to learn about.
Here is a list of what to include in your Facebook event:
Her course and encouragement helped me get started, I am Stephanie Liu’s #1 FAN!
The final recap of Week 3! Amy Airom of Capitalize Social Media highlights some key points from Jessika Phillips presentation on Relationship's ROI
Jessika Phillips, founder of the NOW Marketing Group, led a phenomenal workshop on Day 1 of #SMMW19 titled “Relationship ROI: Driving Business Growth by Amplifying Relationships Online.” I first met Jessika at Social Media Day San Diego this past June and was blown away by her overall outlook on marketing in general. Jessika and I come from similar backgrounds in the corporate wireless world (before smartphones!) and we both aligned with the need for sales and marketing to be focused on relationships. And the best part, she practices what she preaches. After her presentation at Social Media Day San Diego I reached out to her via LinkedIn and she responded right away in such a delightful way and we have stayed connected ever since. Jessika shared in detail her CARE Flywheel that she developed for NOW Marketing Group and gave very actionable steps on what we could do to implement these tactics into our current business and I’m excited to share this with you!
It may be somewhat of a surprise, but Jessika shared that 80% of consumers do not trust marketers. That’s such a high number! Although, it aligns very much with Mark Schaefer’spresentation and book on the “Marketing Rebellion.”
Consumers know when they are being sold to and when that happens, they turn around and run.
Building relationships with people you meet without that hidden agenda of trying to sell them something will always result in maximum ROI. The Know, Like and Trust factor is just not enough anymore. They have to like you to do business with you and they have to love you to want to refer you to their family and friends! Now how do we get our clients to LOVE us!? That’s the million dollar question that Jessika has figured out while running her multi-million dollar marketing agency. Let’s learn from her!
Now to Jessika’s CARE Flywheel:
Capturing Attention: First, you have to find out whose attention you’re trying to capture. Know who your ideal clients are and establish a buyer persona for them. Your message needs to consistently talk to these people and if you aren’t sure who they are, you may miss them altogether! Who wants to spend time on marketing that doesn’t work?! Also, if the last time you updated your buyer persona was 3 years ago or more, it may need to be updated. Taking the time to do this can only work in your favor! Jessika’s suggestion is to start with 3 personas and 1 negative persona this will help you to filter out clients that are not your ideal match.
Articulating the message: The first test in understanding how close you are to relating to your audience is to ask them what they think it is that you do. Next would be to ask your team. Does your team have an understanding of why they come to work each day or do they see their department working in silo? One way to do this is to interview current clients find out how they consume content, what they are doing now to get business. Finding out what challenges your clients face and having a good understanding of their buyer personas is gold to your customer’s ROI!
Real relationships for repeat customers: Building in person communities online starts with building deeper connections in person. You have to get past the surface level connection questions by asking more meaningful questions like “Those who really know you, know what about you...?”
Exceptional experiences: Jessika uses the example of how she is able to get hundreds of people to show up for Social Media Week Lima - a two-hour drive from the closest airport! People fly in from all over the country to come to this conference! She attracts high-quality speakers by building relationships and connecting with everyone she meets and by making an unforgettable conference experience. She started by creating custom-made bobbleheads as gifts for the speakers, now she is getting requests to speak at Social Media Week Lima as “the event where you get a bobblehead.” Relationships will always be more powerful than marketing - for repeat referral business. She goes on to say that she has yet to create a sales team in her company. She has grown the business by holding free workshops and networking meetings in the community. Fantastic!
Jessika’s biggest takeaway: Customer behavior has changed, they don’t go in the funnel then go out. The marketing process is continuous and never-ending. 60% of your buying cycle is over by the time they speak with a representative of the company, you have to anticipate the customer’s needs. One easy way to do this is to write out your whole sales process and find ways to reduce friction; make it easier for customers to do business with you. Something that local business neglect to do is set up their Google My Business listing. This allows anyone on Google search to find your business. You can also post content and even implement text feature. Make sure to claim your business’ Google listing today! Last but not least, people expect you to do what say you’re going to do. So make sure to do that, then take it just a little bit further.
Stay tuned for Week 4!