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Building Your Brand

Lesson 11 of 12

Social Media (with Guest Rachel Masters)

 

Building Your Brand

Lesson 11 of 12

Social Media (with Guest Rachel Masters)

 

Lesson Info

Social Media (with Guest Rachel Masters)

I am so pleased to introduce a dear friend and also expert in the field of social media marketing. Rachel Masters is here to join us today. So thank you. And welcome everyone. Thank you, Rachel. We are on Module 11 were coming to the close of day three and I've saved some of these great topics for the end of the day. So we're gonna be talking about social media. But before we get into that, I really wanted to hear a little bit more about some of the clients that you've been working with because I thought that our online audience and also our studio audience I would like to hear what you've been doing. You've been working with a lot of bands. We started working with a lot of music. I came from the music industry. And then I worked at Ning, which allowed anyone to create their own social network for anything. So we started off our business working with Lincoln Park and Hearst. And then we've grown to just pick public figures in general, like chef Michael Mina. And now we're working with ...

a lot of consumer brands like Dodo case. We just signed as a client. So I mean, everyone is trying to figure out how to reach their consumer and build a relationship with them. So it's pretty exciting time. Well, it is. I mean, if we think about it. Social media really has only been around since from 2017 before that, but that's what Bram started using it. And so there's still a lot of, like unknowns of How do we do it? How is it effective? How did you decide that this was a space that you wanted to get involved in and focus on? I just love it. It's sunny. I was talking to Jeff earlier. I grew up being a Duran Duran fan and Pittsfield, Massachusetts. I was years old and got to know other Durante's through writing fan letters and back in my days at Warner Music Group. Like in 2000 and five, we started seeing YouTube takeoff and then Twitter and Facebook, and I thought, Oh my goodness, if I had access to these tools, it could have expressed myself and meet all of these people and share my passions with them. Imagine what I would become. So I really identify with people who have passions. And I want to help them, like, explore those passions and connect with people as much as possible. Wow, that's great. I love that. How did you go from you left, Ning, You started your business. I'm lucky enough that I've interviewed you about this. So I know that you went on a soul searching journey and decided to become an entrepreneur. But if I recall, right? You, you you actually got fired. Exactly. You got fired. You went to Bali, went to Bali, which is a lifelong dream. You went to their to Bali and to find yourself. And then you have this moment we decided you wanted to be your own boss. Is that kind of how it went? Pretty much That was, It actually happened. Really organically mean. What happened was Lincoln Park was looking to move on, turning to create their own branded social network, which is still up and running today. And their digital manager called me and he was like, I'm not doing the transfer without you. Like you need to be involved. And there was, like, my first client, huh? And then another friend became an executive at Hearst and She's like, I need to build an internal community for all of our employees online. And so that became our next client. So it all happened very organically. And when I was at Red Magnet Media is sorry, but was at Ning. I noticed that there were all these brands and public figures who were trying to figure out, like how I build a relationship with my consumers, and they just needed a strategy and then a lot of times, execution help on making that happen. So we saw a real need in the industry. Great. Well, what I love about your story, Rachel, is that you're not only an expert in social media, which is great, but I think a lot of the people sitting here and also viewing can relate to you because you're an entrepreneur. You've started your own business. You are figuring out, you know, how do I make this work? How do I How do I scale? How doe I bring on new clients. So I think that a lot of what you've learned Red Magnet Media has been around for 3.5. 3.5 years. So you you have the core where you were really focusing on bands and music, and that was kind of the sweet spot. Is that correct? It was. And that's definitely moved on from there to be consumer brands in general. OK, so before we move into the segment, I'd love to just hear one or two kind of exciting things that you've done with these bans because not everybody gets to work with Duran Duran and Lincoln Park and all of these other artists. What's something social media wise that you've implemented, where you're like I can't believe I just did that. I mean, one of the biggest things that we did was worked with Duran Duran and YouTube and momentum to do a David Lynch and Duran Duran live stream on YouTube. So David Lynch, the director of the famous movie director we had Duran Duran playing alive on stage in the Mayan Theatre in L. A. And then David Lynch added this dream. So he did all of his like funky little things with like midgets and barbecues in the suburbs. Like Inter spliced into a Duran Duran show is pretty wild on, and we organized a blogger experience around the concert and you know, a lot of times you have to pay bloggers to do things, but we really picked bloggers who either love the band. You were in pop culture where Mommy bloggers and we gave them an incredible experience. The case because we could get from access to the band behind stage. We threw a pizza party, didn't spend a lot of money. We got them hooked up with WiFi and gave them a pit where they could then cover the show and Facebook and tweet their heads off about it. And then they got to go to the after party afterwards. And so they were so excited about that experience that they did it before tweeted about it before, during and after the show. And it was like, incredible. Like Duran Duran songs were trending on Twitter that evening. Wow, what amazing. So the shared passion that you were talking about you, I think you said Durand Nights. What did you call yourself when you were younger? Durante the Durand? It's OK, so you find a bunch of Duran ease brought them to an exclusive experience, and, of course, they just wanted to talk about it. That's amazing. Yeah, and it was actually, it was Durante's. And then it was like regular mainstream mommy bloggers and celebrity blockers as well. So the Hourigan together. Wow. Okay, well, you obviously know what you're what you're talking about in terms of the space. So we're gonna dive into the module. But before we do that, we do have in the book we have tons of resource is again. Rachel was another one that gave me thousands and thousands of lists of places. Teoh, think about how do you do social media use social media. And you also I've seen that you put up on your site red magnet media that you have a tool kit that you're offering to people. So I just want to make everybody aware of that that red magnet media dot com There is a social media tool kit that you're sharing for free with people. So exactly that Yeah, and we really want to make this is helpful is possible. Toe everyone's great. Great. So do that use the resource is the other thing that before we get into this, you were just mentioning that you brought a lot of influencers to the concert. I have a list of people here and again not to go through all of them. But the amazing thing about social media is that you can find a lot of influencers, follow influencers and learn from them. They're sharing tons of information. I've talked about a couple of these people, but just pointing them out. Mari Smith is a Facebook expert, so if you're really interested in Facebook on your business and she's somebody that you really want to follow, Hunter Walk was at YouTube. Brian Solis is a social media expert. Um, so they're just all different types of experts. And so, based on what you're trying to accomplish, find the people that are really talking about the space, follow them and watch their articles watch their blog's because social media is changing very rapidly. We were talking yesterday about Pinterest coming in and kind of what's the next thing? And it's moving so fast all the settings, all the different things you can do. So we're gonna talk more about that in this hour. But here are some great people to follow, and people that I actually really respect and enjoy. So Rachel were so glad that you're here. You're the co founder of Red Magnet Media. Um, you're in San Francisco, right? But you've got clients that are all over the story, Ella. Everywhere. All right, So let's let's dive in. We are going to talk about the topic. Tell me about this. 92% of people trust recommendations from people they know over another source. Why is this important for social media? So I mean, I think that this points to the reason why social media is so important for brands, right? I mean, who would have thunk it that people's friends and family members on Facebook and on any other social network would end up becoming your best salespeople if you're running a brand? So what's also kind of fascinating is that word of mouth marketing has always been super important. But this is actually increased in importance in power by 20% which is in 2000 from 2007 which is, as you mentioned, the same time that social networking became mainstream. Right? Right, well then, So it's only increased in importance at the same time, almost half of people don't trust traditional advertising at all. That means when they see an ad in a magazine or hear it on the radio or C and add on television. If they even see ads on television, it has no effect whatsoever. Well, I do think it's interesting, because I obviously, I think all of us, we make our decisions much differently now. If I'm traveling, I will post on Facebook. Does anyone have any restaurant recommendations, hotel recommendations in the city that I'm going? We never did that before, and we did talk about the other day about companies looking at the shared social graph to and how that's gonna be more and more important. So I do think that we turn to people. It's hard to track. It's hard to know what kind of influence this is having, but very important to know about it. This was a amazing slide that you've put together. Can you describe what is going on in the rise of the Social Web? Yeah, this is actually the Conversation Prison and its from Brian Solis, who you mentioned as being a social media expert in Just three, which is an infographics company, and this was published in 2010 October of 2010 and you were saying before that the space is moving so quickly and it's super overwhelming, like there's a social network for everything. There's a social network around video. There's a social network around question and answers. There's one for the y I I mean, there's it's endless. But what's kind of amazing is that Instagram, Pinterest and Google plus aren't even on here and have hundreds of millions and members. And that's how fast this space is living well, well, so for those of you that can't see the details on this, it is pretty interesting. It basically is splitting up kind of by vertical. So blawg platforms, conversation, social curation streams, D I. Y. All the different segments, which there is a book that Seth Godin wrote. That's all about that. It's easier now to find niche targets, And so when you're creating your businesses and your target audience, finding those nish players is easier. Because of things like this, you can probably find a social community that's just for fitness in yoga people where you can go find them so really amazing that there's so many opportunities but overwhelming. If you're trying to figure out which one is the best, so I can't wait to hear your point of view on it. Mawr brands on social networks, More people on social networks. Some people have said to me they think that social media is a passing trended. I don't think that is true. It all like, How could it be? We've got so many people that are engaged in that medium. What do you think is gonna happen with social moving forward? I mean, if you think about like the first slide is that like people trust their friends and family more than any other source, I mean, I think it's really going to become the way that marketing happens. I mean, I think it's going to be common. It's already becoming. The biggest compliment at Brand can get is when someone takes their content, puts it in their own world words and then shares it with all of their friends and family members. I mean, that is really the goal today, and we'll talk more about that a little bit later. Tell me about this that we've talked a lot in our three days about the target customer, obviously and social, that's really important. But give me your thoughts on why targeting and social media is important. So this is really where you should start with your strategy before you get started. So, Dan, I know that you're trying to go for an older target market. Yeah, I don't think they're primarily on social media, so that's why I'm hopefully trying to learn some some techniques. That's fascinating. It might be on Facebook. It might be on Facebook for the grandchildren and that sort of a thing. But I can't see them tweeting very often. Um so, yeah, I'm still trying to figure out how to find those folks that way. So from my experience, Facebook is where it's at for you. Because seniors are the fastest growing population on Facebook because they have lots of free time and grandchildren sort of are like the key that gets them to start using it. But then they start discovering all of these friends that they forgot they had from their whole entire life and reconnecting with people that they knew in high school and went to college with, and they're spending more and more time on Facebook. And my parents are on Facebook. So and so's my mom Yeah. Yeah. So after you figured out, you know what your target is? You We talked a lot about your objectives. So tell us some of the different things you can do with social media. It's obviously engagement, but what else can you dio? So you really just like, you know what? Anything in business strategy. And you really need to figure out what your business schools are, and then figure out how they re apply to social. So you can really think about using social to, you know, drive traffic to your website, get people to sign up for your email list, like what we're both doing for your e book and then our social toolkit, uh, to and then also have have conversions for sale. So how are you really used social To drive people down the marketing funnel, And you should take a look to see benchmark like, where are you now? What is your three months? Six months and then one year plan. Do you want to see those numbers go? Yeah, exactly. Look at your Google analytics. Look at your Facebook page insights and really think about it. Um, and then the other thing is that we find looking at your competitors as well. There's a really great tool called Social Baker's social based social bakers. I think the only resource list okay, allows you. It's a little bit pricey, but I think it's worth it because you can then see your competitors engagement rates and you can benchmark yourself against your competitors so interesting. Yeah, okay, um, so one other thing I just want to talk about on this slide is that we do have a picture here of Brit Morin, and I put her in the E book because she's someone that I want to highlight. She started her business about two years ago, maybe less than that. Maybe 18 months ago she left, Google decided that she wanted to be kind of the the new, younger Martha Stewart. And in 18 months she's amassed over two million followers across the various social media channels. And so what I want people to recognize is that even if you're not in the social media game rate, now that there's still an opportunity to get in there to get followers, and I've interviewed her extensively about how did she do it? And a lot of it was posting very relevant content, and she posts about three or four times a day very specifically to her brand, which is kind of the overlap of do it yourself in homemaking. But she also has figured out how to use all the channels. So Google Plus, she has told me, is more of an international audience. So she knows what time of day to post at. But so she's been very strategic about it. So what I want you guys to know is that getting these followers can be very positive. What she then did was she actually leveraged that because she had a following and she was able to secure partnership deals on air deals, that kind of thing. So there's a lot of benefit to having that following to show your potential influence, which is just kind of a side category. So she's in in the book. So after the objective, um, management. This was something that was really hard at Virgin America, because when it was a new process, there was no one to manage it, and we actually didn't have the money for the headcount, which is it's hard to when you're a small company. So we used an intern at first to help us and then hired him on. But now what I say to clients that I'm advising is pick one channel and do it well. And don't try to stretch yourself too thinly and that if you really don't have the time, it's better just to not do it than to do it poorly. So if somebody thinks you're there, um, you know, be there and actually make a commitment. So what What's your thought on Community manager? Because a lot of businesses don't have someone that can be the community manager. We're talking about photographers and small businesses. How would you hand so if someone really needs to own it? So you either need to make the conscious decision that it's gonna be you yourself or delegated to someone, And then, if you're delegating it someone and even if it's yourself, just like you have a brand guide for you mentioned over the past few days, having a brand guide you should have a social media tone guide is the first thing we dio whenever we get started with a new client. Well, you know, say this is what your voice sounds like on Facebook. This is what it sounds like on Twitter. Here's a great example of a Facebook post and we get their approval and then we get started. Another really smart thing that I see a lot of startups doing, huh? Tumbler does this is that they divide on social media responsibility to a different team member each day, so people aren't overwhelmed. Exactly. And also, you know, when it's your day that you have to be smart and come up with some great content. And it also really, I think paints a really lovely picture of the company because you get to hear all these different voices. But if you're going to do something like that, you have to make sure everyone understands the Social media toe guide before you get started, right? Interesting. I haven't heard of that. Splitting it up. Well, that's that's a great way to think about it. Um, okay, so the ad budget obviously kick starting growth with social ads. Um, there are We've talked a little bit about using Facebook to generate fans and followers or promoted tweets. He's obviously could be costly mediums, but tell us if you think with the niche targeting. Is it worth it if we want to target people that are only following other photographers or target people that are only following tech influencers? Yes, they were. I mean, if you wanna have growth, if you're a brand, that's just starting out. I mean, like the slide previously there your challenges are going to get some signal within all of the noise. And if you're just starting a page now organically, it's incredibly difficult. So you really need to commit. Just be a 60 to $ which I realize for a startup can be a lot of money a week. But I think you really need to make that decision. And I'm a big believer in sponsored stories, which basically is an ad unit where you take special content that you have. And then you promote it through a sponsored story so that all of your people who have liked you on Facebook, all of their friends on Facebook, then have the opportunity to see your post. OK, and we've seen that work really well for our clients. One of our companies, which is a mobile app. We had great content online, paired it with social bonds, heard stories, and we got over 20. 400 likes for them in less than a month. Okay, so it works. So, um, minimum spend levels. You're saying $60 a week to do something like $200 a week. Okay, So could it could dollars could that play with? But you could test it, and you could test immediately, like in a week. You can see if something's working. So you could say I'm going to do a $60 test or a $200 test, then decide if you want to move on. Exactly. It's an interesting thing to play with. Um, obviously Twitter, Facebook and instagram huge players. I know that you're gonna tell us about some of the perks, but tell us about this about a multimedia strategy. And here's our friend Mike. That was with us and yes to carrots and virgin. And so much so that s so It's so funny because when we first started a red magnet media 3.5 years ago, we would hire community managers who were great writers. That's all we cared about. Now I want to like higher every kid around the corner from the art school. I mean, I want someone who knows how to use photo shop. Who knows how to edit video? Um, we're saying quotes inspiring clothes like we're working with the Sheryl Sandberg's Lean and Foundation. One of the top performing pins for her on Pinterest has been the quote from Eric Schmidt. You know, someone offers you a ride on a rocket ship. Don't ask which one. Just jump on. Uh, that is, like been shared like wildfire. So again, when you're starting your social media strategy, really stockpile your content and make a video, make amazing images and make captions right? Well, you know, on that I just want to stop for one second the quotes, because I have seen a lot of people doing that where they're sharing quotes on social. But there are a lot of, um I guess you know, there'll be APS that you basically just put the boat in, and then it pops it out, and it looks beautiful where it almost looks like, you know, something that would have cost, you know, $100 in the past to art direct and do. And now you look like the great designer. Do you know any of those off the top of your head? Completely. So one of my favorite ones for making gifts, which are like little moving images files, is called Gift Boom Gift Boom. Okay. And, um, Vine, obviously for making noting new Twitter 100 new videos. And then I think there's one called pop caps for making the captions as well. So, Pop, perhaps yes. Pop caps. Exactly. Because some of those I mean, it's so great. All the sudden you content can look really fresh and professional and you're not spending any money. It's just your time and your resources. So So I love those. Yeah. Okay. So multimedia tried to have photos, videos, GIFs in quotes. I am seeing a lot more of the quotes being shared. I'm seeing e books shared a lot. Are there any other local red infographics have been really big. Any other trends? And what types of content people are sharing? We think we've got it. Okay, tell me about this. So then you really need to customize your brand experience. So when's you get beyond level one and you're ready to expand to maybe a second social network. I totally agree with you. Just focus on one social network, Neil that then move on. I think about what are the top broadcast communities, like Facebook and Twitter, the big social networks that you're gonna use. And then there's other social networks, like Tumblr, which I really think is like the MTV for the For The millennial generation is a great blogging platform because all of your post can get shared. But then also, it's a great repository for all of your best post from Facebook and Twitter that do really well. And then Pinterest obviously is a fantastic place to archive all of your photographs. And then remember I mentioned Gift Boom is a great place to make gifts. Well, it's also a community around gifts, so you make a gift on gift boom, and then people can comment on on it. And I think that if you're a brand that's trying toe be innovative, the innovative and get in with the millennial generation, I would highly recommend going on gift boom and building a community there. Um, sigh the you know who didn't like it does the dance. You know, he went, they did a contest on gift room. Great. Well, you know, what I love is that, you know, we talked about Pinterest. Yesterday is a great e commerce site. But I'm also thinking about all the creative people in the photographers watching all of the great imagery. You know, you obviously have to figure out what you're selling and what you're using to bring into your brands. But Pinterest just seems like another super visual place for content. That is, you know, creative like that in just a great place for photographers and people toe really kind of show what their style it looks like. So lots of great opportunities here. Tumbler, I have heard, has been amazing for amplification of blog's. And so, Michelle, I'm thinking about you with your block content. That's a place where you should probably just learn and explore more about it if you're not using it now. So great ideas here. Editorial calendar again. This might be overwhelming for the smaller entrepreneurs, but I think that the Brits story where we're talking about four or five posts today. The thing is about social media is that people want to be engaged. And so I do like your idea about at least knowing. You know, I have a calendar and I'm gonna try to have engagement. It gives you a little bit of process behind. Kind of kind of the thought. So any any tips on how to use a calendar? Well, actually, there's a template one in our social media tool kit. So just like remember how, like in Weight Watchers do you have, like, what you write down for your diet? Weight watchers know breakfast, early lunch and dinner. Well, we have the same. We have a template for you to fill out for your editorial calendar as well. OK, so I think this is super important to dio and require if you have someone managing your social media for you. OK, so this one you have, obviously for a chef because it's restaurant, it's behind the scenes and and that on the behind the scenes. Actually, I think a lot of people love the behind the scenes stuff from social media because it makes you feel like you've got special access. So even, you know, behind the scenes of a photo shoot like that's fun stuff. Told you, talk a little bit more about that um, conversion events. This was one that I think I really wanted you to talk about this because conversion events when we were talking and Day one and Day two about people that are coming into the brand. How do we get an email? How do we move them over toe loyal? What I wanted to talk about was how to use social to drive traffic to your website. And how do you social to get an email address? Because I think it's important to try to figure out How do you get them down the funnel. So it's not just engagement. We're actually moving them to a transaction. So I would love to hear some of your thoughts about driving traffic and getting conversions. Yeah, So I recently spent some time with the former head of marketing at Zynga, and I asked her, You know, what did you do in social to really grow your games? And she said, every single thing that we did, how to call the action. So had, you know, people either to our website to try a new game to share something with their friends, every single thing. So this is actually from Zazi and, uh, you'll see that there this to me is the perfect Facebook post. There's a very beautiful, clear image of a jacket that they're selling. It links to the Solomon Page on Facebook. So if Solomon allows for post coming from other pages will appear on the Solomon Page and then be exposed to all the people who like Solomon and then it provides very clear link. In fact, they use caps. Um, check them out here, link by the T shirt, right? Right. So it's giving that call to action, driving us to another place where we're actually gonna get their information. Exactly. And you had a couple additional examples. So here's another one from yes to carrots. Would this be on Facebook? Or is this from Facebook? And yes to carrots? It seems like monthly they have give away or some sort of campaign to get people's email addresses. So this is you get toe win a fun book, and then also there new grapefruit pampering line, and you have to enter in their email address to get it to be able to enter in. And what's kind of funny is they actually encourage you to enter as many times as possible. So keep on coming back to their page. Oh, that's funny. Emily questioned. Yeah. Hey, um, so for for this campaign, did they use that through wildfire? Are I don't know what they ended up using. So there's while That's a great question. So wildfire offer pop are all different kinds of applications you can use in order to enable this. So the company I work for now I run four different Facebook pages and four different Twitter accounts, the Pinterest YouTube. So I've been I've been learning all about, you know, all this stuff and another thing that I saw with the Facebook post that you just showed. Um also linking to Pinterest. I found that that that works really well, um, so if you put put up a post and you have that image on Pinterest, then you say, you know, check out AARP Intersport here, and it links them back to that. We've grown like over 200 followers on Pinterest, so that's really great. You just days presence exactly. Grow your Pinterest presence. That that's wonderful. Yeah, Yeah, One quick question on this before we move on. Um, legal, aren't there a lot of rules in terms and restrictions with Facebook about what you can do contest wise and what you can. And how do you know if you're doing things right? So my answer is, Always check with your lawyer and read the latest and greatest version of the Facebook terms of service and then awesome. Mary Smith. Who? You, Martin Murrays, Who you recommended. She is on it. Yeah, she is constantly updating people as Teoh. The new Facebook terms of service. Okay, All right. So you do have to watch that because they're pretty particular about do's and don't since you don't get yourself in trouble, Larisa. So, uh, we do contest. We do a monthly contest for the magazine. We give away beauty products or clothing or, you know, something fashion related. And that's how we've built up our mailing list completely. So our entire mailing list as when they enter the contest, there's a little box at the bottom that says, if you like to opt out of getting so they have to check the box to opt out. So no one checks the box, and we have we haven't had anyone opt out of not getting our newsletters. How amazing. So that's great. Yeah, right. So here was another one for a hint. Water that they were giving a coupon. Yeah, on offer to drive sales. And so I think a lot of companies feel comfortable with giving coupons, and that's great. Also, I'm beginning to see a lot of gift with purchases being offered. So if you don't want toe offer a discount option, that's another opportunity for you. Well, it is interesting, because before it was more about the conversation, and now we are moving towards more commerce in all the social media channels. And so we talked some about some of the rules around Twitter of the Do's and dont's there that, you know you can't over promise in the 140 characters or starting to have regulations about that, too. But, um, you're seeing a lot of shifts with more heavy promotional activity, and I think that some of it is that brands and people, when they're putting a lot of time and energy here that they're looking for more return on investment and actually trying to convert to sail instead of just conversation. I think there's a healthy balance so that you need to have the authentic conversation and make sure that you are giving people great content and not over selling, because that could be a turn off to. From my experience. You should have the 20 rule. So 80% conversation. 80% conversation, 20% sales oriented. Great. So you also need to remember that discovery of social So Harry and implement various social hooks into your e commerce experience or your website experience. So, for example, there's Facebook, Connect and Fab has tremendously grown their business by implementing Facebook Connect and Fab. For those of you that aren't aware of what it is, it's a curated online site of consumer goods at a crash site for fun, artsy designed type goods. Okay, and so you just said that they grew mainly because of Facebook. Connect. Yeah, so it's The stats are kind of incredible. So they implemented last summer Facebook connect, and they didn't suffer an e retail slump summer slump. So when all their competitors saw their business going down the summer time because everyone's like busy going to the beach of ABS, business didn't decline at all. Grenade really attribute that to Facebook connect. The other thing is they found that Facebook sharing of their products have risen 300% well, that with Facebook connect A lot of retailers and brands I've talked to have used that to begin with because of ease of use of sign up. But what you're talking about, the social sharing. You are seeing a lot of that now where I like this item. I like this outfit. I like these shoes. People are sharing things. And then I think that there's also a lot of sharing. They don't even realize, you know, you like something and then you're sharing it. One Kings Lane is another one that integrates a lot of social sharing. You can see it so those are good ones. Toe. Look at you and Jeff when you're thinking about the consumer aspect of your business, I think that between the passion that people have for bans and the collectibles, I could see a lot of sharing going on where you know. The other thing is, is that T shirts are inspirational quotes. A lot of times, right? So you're hitting a lot of trends. That could be a sweet spot for for social and and getting messages out about your brand totally. And it's, I suspect, that other companies are going Teoh, follow Facebook's lead and have other kind of AP. I integrations. They're going to make e commerce better for you and better for them driving, driving back to their site, right, Nodding your head. Did you have a question? You're just nodding your just thinking it's It's Ah, this is one area that I'd probably give ourselves an F minus an F minus. Oh, don't be so hard on yourself that there's room for improvement, right? Yeah. So you're saying there's a chance? Yeah. No, Absolutely. I mean, we're doing a serviceable job on Facebook, but Pinterest I know that that is a huge opportunity, as is Instagram as his Twitter, and it's just high in those pieces together. And this is an area that, um it's like Swahili and in terms of just getting eso won one of the questions I would ask and perhaps the entire creative life community be asking is how do you actually just start taking those steps one foot in front of the other? Uhm and then how do you work to integrate them and tie them together in level. You just said about, um, you know, figuring out how, actually, Emily said it in terms of tying Facebook and Pinterest and just having all those pieces, you know, work together. I actually really believe it all starts with the editorial calendar, but I think that's really why it's a great toll to use have because a lot of times you become so overwhelmed and you need some inspiration. And so you can pull out of this workshop the list of best practices and take out your editorial calendar and then that, hopefully, will give you some inspiration and just just start Step one. Step two. Step three. Well, I suppose, for for us the good news is we got a treasure trove killer content, whether it's pictures of people who are wearing our stuff, whether it's quotes from rock stars or just consort. Consumers who feel like rock stars when they were stuff is what we've got all this great content and it's really just what's the best way to amplifier? Well, and I love that you're saying content, content, content, cause I do encourage people to have a content strategy and document things as you're going and maybe you don't have the time, and resource is to be pinning and posting right now. But those special moments, those brand stories, you want to try to keep them and archived them, even if it's just taking your IPhone and taking shots of things because you might use some later on. So let's go through some of the best practices. And the one thing that I just want to say before you would do that. There are platforms Jeff and everyone that you can use that will integrate what you know, if you post something that will also go out and tweet at the same time, so integrating your platforms right before we get into the best practices, I just wantedto say one thing really is. I recently spent some time with the CEO of a major media company at South by Southwest, the big interactive conference, and he said to me, Rachel, Social Media, it's just media and I was like, You're totally wrong, Like what's different about social media is that it's social and nature. It's a conversation right to think about. It's a conversation like this is an incredible chance for you as builders of brands is that you get to build a relationship with your consumer and ask them, Hey, you know, we're thinking about making this T shirt. Should we do it in Grey or Navy or Dan Concern Teoh, his people who have liked him on Facebook and say, What kind of tech questions do you have been trying to figure out what videos to shoot next, Right? You can larisa it same thing like you have that opportunity to really ask her consumer what they need. I would completely second that because we just came out with a new campaign for swim outlet dot com, our yoga Allah dot com. And, um, we asked our consumers, You know, what do you guys think of our new playful ad? And people are responding to it on Facebook. So it's great because you contest things right there completely in life time. I love that you can get some kind of research like real time research backs, that we would have had to wait years and that not years, months in the past, it's been a lot of money, and then they feel more loyal to your brand because they feel like they help you grow totally. So give us the top line. You know, I think people know the basics, but let's hear it from us. The expert Twitter. I started tweeting four years ago, and I actually love Twitter. I think it's great for curating articles, sharing information, and I've met amazing people. T. J. Who was here. I met him on Twitter. So I've made bun relationships with people on Twitter, which is kind of odd, but brand building and as a marketer, what are you seeing with Twitter? So Twitter is the social network for what I had to call know it alls, right? Like there is a boy. They're the type of people who are like whether you ask or not, they're like you should go to this restaurant. You should go see that Hera dresser like they're really helpful people who wanted the thought leaders or our thought leaders. And it's so incredible because it makes anyone really accessible to you. That's the good news, right? It's also sometimes the bad news. But that's mostly the great news about it. I mean, actually, you know, tracked you down on Twitter. I read it. I remember you asked me for coffee on Twitter, and I was like, Who is this woman? That's how we met. Yeah. I read an article that you were open to meeting people that you never knew before you met them on Twitter. Oh, that I might be opening. So anyway, it really gives you amazing direct access to people. And so there's about 500 million people on Twitter today, probably a little bit more. It's estimated that 200 million of them are actually active accounts. And I really think that if you want to reach influencers, including journalists and the press, and be top of mind, you need to play on Twitter. I love that point about trying to find the journalists and the bloggers and following them like that's very important. And actually, when you see an article written by somebody that you like and it is well done like tell them Hey, great article. Thanks so much like you can start to make these connections with people that could be beneficial. Okay, go ahead. I found that, um, if I'm not getting responses by email or phone calls, I'll tweet to them. And now it's public they almost always treat back. So sometimes if you're looking for a response from someone, Twitter's a great way to do it because it's so public that they, they Oh yeah, let's connect. And now they follow up. And I've, you know, I've had that many times. So it's been It's been great and I've also had celebrities do retweets for us that will say, Hey, check the cell, it relates to you and then they'll retweet for us. Great, great. So tell us your best practices that you have here, so we'll go through a few of them. But I mean, really, Twitter, as we already mentioned, is a great place to build relationships, so it gives you access to all of people that you want to have access to. I'm listen to comments and respond, So if you're a brand, the first thing I would do with Twitter is to search for your company's name and then your name, and then your competitors name and see what people are saying out there in the twitterverse about you and see who is an active interest in your area and then consider following them as well. And then go look to engage with them in build a relationship with them. Understand the real time nature of Twitter is super important because it moves very, very fast. So let's say that you're dealing with someone who's flaming you or some sort of negative comment. Don't feel that you need to go and tweet right back at that moment. Take a deep breath. Think about a strategy of how you're gonna respond and then try to take that conversation off of Twitter as soon as possible. Get into email just to in that DME follow Media Me. Let's take it offline. Exactly, exactly. And then I think another thing is, it's not. Just tell someone that you actually really like the article about them, but then retreated to all of your bars. It shows them that you were listening to them, and you value what you have to say and then ask questions. You know, one of my little pet peeves is a lot of brands, and if it's if it's your brand, it's okay to do. But like Happy Friday or what do you What are your plans? It's Friday. Ask questions that relate to your brand. You know what color your you looking forward Toa wearing this spring. What kind of video do you want to see me make for my tech help support? Well, this comes back to our brand filter that, you know, if we are interested in yoga and fitness, you may not need to be tweeting about construction trends, you know? So you tweet about what you're passionate about and what's relevant to the brand. Exactly. And then it gets all of this relates to really providing value, like give people a reason to follow you. One of the things I love is when brands do something special for their Twitter followers. So give them exclusive access to a product or service that normally isn't available to anyone else. You know, give them a special discount or do something special for them. Right? Right. Super easy. Tell us about Facebook. Who is on Facebook these days. Other than dams, target and my mom, the whole world is on Facebook, right? I mean, it's really like a global platform. It's growing bananas and India and in Latin America. So what's kind of amazing is that 500 million people a day log in to Facebook. At least once. So it really is these social operating system. I think of our world today, and you're saying that half people are once a day and on average people have 130 friends. That's a lot of connections and network. Yeah, and one thing that I think is interesting about this that I talk a lot about in my book is that the world used to be six degrees of Kevin Bacon, and now we're down to four. And it's because of social media. So we're much closer Teoh connections that can change our lives because of social and technology. So that's kind of exciting. And if you have shared interests, it's actually three or two degrees. Jeff Question of Facebook Regarding demographics I've heard a lot of the younger set and read things about the younger set. Say they're quote unquote done with Facebook and they've moved on to Instagram, which is sort of there, their new new. So what are your thoughts in terms of Facebook's prospect for the long term, given that if that if you agree with that that some of the younger generation is seeing it is five minutes ago, so I think the younger generation is still using Facebook, they just might not be using it as actively, as I used to have definitely have talked to a variety of different consumer companies that are seeing a slowdown in traffic from Facebook. Instagram is where that group is Instagram and Snapchat. I mean, there was a reason why Facebook purchased and scram for a $1,000,000,000. They we'll talk a little bit about the growth about Instagram, but yeah, yet Snapchat texting things that are faster. And I've also heard that a lot of younger consumers are interacting via gaming, So they may be playing a game that may be playing Minecraft, but, you know, socializing at the same time in a virtual chat room. So again, the technology module that we had yesterday about how will things be in five years? It may be very different, and you do have to kind of forward project who my customer will be, you know, 5 10 years from now. Tell us about best practices here for Facebook. Yeah, first, really important. I think most brands forget to do this Set community guidelines is here. Smilingly, there's in the about section is a really fantastic place to set some community guidelines of what kind of post will be are favorable for the community on that page, and that flaming and being negative just will not be tolerated. So if you have to take down a comment or remove someone, you can point to your community guidelines in your about section and and and show them that they violated the rules again. You know, with your content strategy, Provide co. He's a branding. Make sure your image and your cover photo is as beautiful as possible and really speaks to your brand. Soma does a beautiful job with this. Yeah, I just I read an article that Mark Zuckerberg wants to change the face of who he wants a change Facebook into, like making it the best newspaper in the world online newspaper. And it's all it's all the turning image. It's all gonna be image imaging, so, like you're gonna have text overlay on image. So it's all about communicating your brand, like with a picture, not words anymore. Exactly. Images are becoming more and more important than that again, that's gets harkens back to the conversation around Instagram. People love taking pictures of their friends and their life. Well, let's talk about Instagram, since that's a good transition. So tell us about this. It's only three years old now, right? Crazy. So what's incredible about Instagram? So we said for Facebook that people log on 50% log on once a day instagram. 61% of people log on once a day. Wow. So last reported. I think it was in the summer Instagram had over million registered users. I think that their growth is explosive. So I think there are at least adding between 1.6 million to two million new registered users a month. Well, there is something really amazing about, um, you know, the various filters and you can take photographs that you all of a sudden feel like a great photographer because of these filters. And then there's that share a bill quality, like look at this beautiful image that I did. So I think that the combination of their product and kind of the visual nature just makes it such a share a ble space completely. But also, don't be just so image focused on instagram. I really think that so many brands forget that Instagram is a social network, so that means you should look for photographs in your category and hurt them. Add Commons. I mean, if if you go about doing that, you'll very quickly build a community on Instagram That's incredibly valuable. Like if I was a brand that was looking to reach out to the millennial audience or in fashion Beauty in sticker. If Instagram is where it's at food porn, they call it. You know all about that, unfortunately, Hashtags. So this is my biggest pet peeve about Instagram is all of the hash bombing that goes on like that's a major Don't make don't is Instagram instagram. Wait, What? Tash bombing hash bombing is when you're just, like, so desperate. It looks kind of needy toe like build your community that use every single hashtag out there underneath your photograph or seeing so many brands really do that. So it would that be the equivalent of when you're doing keyword searches, like thinking that they're your keywords to exactly exactly so that you get pulled up with searches, right? Listen, but But the thing is that this is like, actually yes, yeah, and this is but this is like even more public. So it makes all of your Commons on Instagram completely unreadable. And no one's gonna pay attention to you if you comment so up above is a do so I love doing little makeovers on people's posts. So tripping Bell, she, you know, hashtagged birchbox So for, uh and interesting enough, hombre. Because if you think back ombre hair, big Marisa knows is a big trend. And so people love looking at different ombre hair styles, and that's really strategic hashing, okay. And the bottom ones that don't as a big don't. I have heard that hashtags air coming to Facebook soon that there's gonna be searchable hashtags on Facebook. So even though it started as a twitter thing, it obviously is moving throughout the other channels. Dan, just a quick question on that for the do, um, post, do you have right up there? I see that there are a few companies being hashtag there. When do you put a hashtag for a company? And when would you put an at symbol for the company? That is a great question, and we can actually get to the next slide. And there's a really great tool out there called static Graham, and I believe it is actually free. And you can see the popularity of various hashtags on Instagram. And one of the guidelines that they give is to think about taking a look here at the top 100 tags on Instagram and see which one relates to your brands. It was the number 11 is love love, right? Instead, Good is one of my favorite ones coffee, so you can actually go and see if I would search for your competitors. Or, let's say, different tech companies like Apple and see how often people are using that hashtag and then try to insert them so that you can be searched. And if you don't see a hashtag would then you want to use an at sign and a Twitter handle. Or you can do that as well You can if you at like it's a if you want, like, call out Teoh Apple on Instagram, and I know if they're even on Instagram. But you could do at Apple and then a notification will come up to them, and then that's a great way for them to recognize and find out about your kid. Your your account on Instagram pay Pinterest One we talked about is great for e conoce. Really fantastic. I mean, so fora has found that the people who follow them on Pinterest spend 15 times more than their Facebook Lakers to 19 times more that recently came out. So Pinterest is a fantastic place. Teoh archive all of your photographs like I mentioned before, It's also a fantastic place to really define your brand. One of our clients was spiced Taylor, the fashion line founded by the people who started juicy creature. And their tagline is differ eccentric Californians. And so they use Pinterest to pin everything that was eccentric, so eccentric ladies, eccentric jello, eccentric tree houses. And you really got a sense of what skies Taylor This new fashion line was all about through looking at their Pinterest. Doesn't simunic ating their brand values? But there's also a lot of retail opportunities, and Pinterest can be integrated into your e mails to you can, crying across channeling things Exactly. And then another thing from my experience that we're seeing a lot of with brands is that they tend to pin all at once, and that's I kind of like pin bombing your audience, which is another little doubt. So one of the things you might want to think about is just pinning one pin at, like, every three hours. So this comes back to your editorial calendar in timing. And, you know, the timing thing came up with email. It also came up with the Kickstarter campaign. But timing is really critical because you're putting so much energy into it. You, Mayes, will do the action when most people are are looking. So you're saying after six PM is a good time for pinning? Is that just kind of a hypothetical? People are on Pinterest while they're watching TV. Okay, so they're multitasking. Exactly. So there are watching dancing with the stars or Bravo, and they're pinning at the same time, have a great time to reach people with fresh content. All right, good. Well, good to know. Yeah, weekends everyone forgetting like, so social media never stops. Just because you don't have office hours. People are super active. Especially Sunday nights. Unsocial. Okay, Lincoln. I love what's going on with Lincoln these days. I think they're really improving and a lot of interesting things lots of power in terms of influencing conversations. Do you see it only as business to business or you see this broader? It's definitely your professional appearance on the Social Web. That's what it is. So I think as you mentioned, LinkedIn is really getting into content so you can now provide an update that relates to your professional and career life and really build thought leadership as well for yourself on LinkedIn. And they're beginning to allow different influencers like Reid Hoffman. And I think Sir Richard Branson recently published a blind Solis. A lot of exactly so I suspect that one day they allow all of us to be writing blog's as well on LinkedIn. It's pretty exciting to watch them. Yeah, they're really, really growing. And Google, plus a 340 million people have Google plus accounts, and that was only launched two years ago, had very rapid growth. So if you really want to reach a male corporate audience, an international audience, Google Plus is a great place to do it. A wonderful way to keep your Google plus profile updated is, too whenever you're looking or searching for an article or doing a search and you come up with a Web link that you think you'd want to share. Just press the Google plus button Super easy toe. Add content that way. Well, you know, and on that on Google. Plus, one thing that I've noticed is that because it's so quickly integrated into your search results that it can be a positive way to increase your search, transfer your company or your brand, especially if you're putting images there. And then people search your company like Dan. If you were posting, you know, photos of happy customers, whatever it would be or clips of the videos. Those things go in really quickly to search results. So it's not a surprise that Google and Google, plus art, are integrated. So think about the search ramifications to the other favorite part of Google. Plus is Google hangouts, which I mean we use them all internally all the time, FC. Lots of people nodding. Have any of you done Google hangouts for your brands? Yet? We were sort of discussing behind the scenes when we're gonna have sort of this mastermind going out. It's just a great way to collaborate and and talked to multiple people and see them at the same time. That's fantastic. Yeah. So the great is also for brands Is that you could make those sessions public if you want to. And then also, you can save that content and then upload it to your YouTube channel. So it's a great way toe archive your content and have, um, content for your YouTube audience as well. Yeah. Yeah. That might be one thing to you, Stan. For scaling instead of one on one conversations you might offer Hang out so you can have six people coming to get a Yeah, it always even thinking of doing something like a webinar. Yeah. Yeah. We broadcast on a topic anybody can watch and provided to. A lot of people love it. You can do it. Give away so that people can then like under contest to win one of those six seats and then make the whole thing public. So how do we get out with all the noise? It's a crowded space. A lot of people have already been in there. You have some ideas for us and how to stand out. You have to run that. I mean, you have to have a steady cadence of big campaigns. I think it has to be monthly campaigns that you're running for your brand. And the goal is Is that all of your content calendar isn't just enough. You really need to get people to engage with your brand for at least 90 seconds a month, 90 seconds a month. OK, well, that sounds like a good Golda have, right, cause then they're spending time with Theo, and they're they're building a relationship with you. So whatever clients that has done this really well is creating a bridge between their offline events with their digital exposure in their digital presence. So shh Ends, a theater company in San Francisco, is the only theater company in this world that I know of that instead of asking you to put away your phone when you're walking into the theater, they actually post these posters by the theater doors asking you to take out your phone. Oh, that's funny. Well, that's the that kind of the unexpected moment exactly. And they give you a hashtag for all of their shows and also remind you of what their Twitter handle is. So they did this for American idiot in San Francisco at the premiere, we were super lucky. Billie Joe Armstrong from a green day was there. And he's a huge Twitter influencer. So he used the hashtag, as did his wife. And then we followed it up the next day with a Google hangouts. That hashtag got over 1.5 million impressions in less than 24 hours allows. So if you implement all of this, it works. Yeah, yeah. Um, following the influencers. What an honor you put me on there a different hairdo in that photo. But that's that's me in the bottom quarter. And Britain, who we talked about so following the influencers reach out to them. You're saying to invite them to things That's actually how we met You ended up inviting me Teoh in the Michael Jackson Michael Jackson started so late. I was like, Of course, I'm gonna go to that right. Sounds like fun, right? Well, and that's really what we try to dio is give people access to experiences that they would just do authentically right that they would really enjoy so, you know, gift people things invite them to whatever know everyone loves a pizza party and get crafty about how you can reach out to people. I think you have to. Also there there's a fine line. You have to sort of follow a piece of etiquette. You can ask them then to do something for you. You can't demand it, and you also should provide them with content and make suggestions. But then let them put it into their own words, right? Right, Good measurement and key metrics. This is important, I think, just in terms of setting goals. So let's let's hear about this. Eso shares are than the new likes. I mean, we were talking about this before. We're really beginning toe live in the remix culture. The biggest compliment someone can give you is sharing your content with their friends and family. That's the goal, right? Did like have people tell their friends and family about you, and if they're liking it, their friends and family aren't necessarily seeing it, so they have to share it. Well, that's the other thing. Is that you? Don't you no longer on Facebook need toe like a page and nearer to engage with the page so anyone can. I had a comment on to a Facebook page or share content. So a lot of times brands are very focused on how many likes they have but really thes air the metrics you should be paying attention to. What's the total reach of your content? How many people are talking about you know how many people are sharing your content? What's the viral reach? Great. Okay, so Facebook, the Twitter key, Ben tricks, number of followers, the reach and the engagement. Anything that you really, really are looking for in particular here. Yeah. So, again, with Twitter, I think retweets and then really the highest compliment that you can get and then number of favorites. And, well, you've told me before because we've talked about this, that you think it's a quality list of people rather than quantity. That's important. So really having a good list in that you know, going out and buying followers is not worth it exactly. And then really get back to those business goals, right? And make sure that all of this social marketing that you're doing is hitting your bottom line. Is your email list growing? If you're running campaigns around it and finally like, how's it driving sales and revenue now for us, you certainly you could have Google Analytics where you're looking at where the pages, The last click. Another way to do it is omnichannel tags. Now that's more expensive. But there are, you know, tracking tools so that you can figure out last, click to your site and also last cooked Click to a purchase. So I do think that these are really important and it just shows you okay, It was worth my effort. That brings us to the questions, and I've only left us about five minutes for questions. So maybe we should take a couple of minutes on get questions from the Internet. Sure thing. We are always ready with questions. I got a couple more leg intro level questions. So beauty of the Lakes from ST Pete says I'm a photographer slash designer with the blogged Google Plus Page and will soon be setting up a Facebook pages. Well, I've stalled in not knowing how to start. Do you have any advice on a great first post to introduce yourself, your company or your brand? And Sky is also a photographer. Designer says that they started Facebook one. Open up a Pinterest account but have no idea how to start correctly. So can you kind of give some general advice on how to get started on the social networks and maybe with the filter of for a photographer just using that as an example? So if you're a photographer, I mean, that's half the battle, right? Like take fine, that one photograph that you're super proud of and post that and talk about why you love it so much or even take a picture of yourself like it's, you know, called a selfie today. And post that and introduce yourself to your audience. And I think that also combining that with Pinterest starting kind of the Pinterest page with image images would be a great thing for photographers to completely question from Sky. And some other folks are talking about having a global audience. So when term in looking at timing for different social media outlets here, what is the best timing for pinning? Are you just talking about the US? But we have people all over the world that our clients or followers or yes, this was us centric. So think about evening. You know where your audience is an after dinner time wherever your target market ISS. But what if you do have a global out? If you're an Internet company and you do have a global audience, do you repeat the same things or create new messages? No. Eso just set yourself or reminders and notification on your phone to check in and pin like every three hours so that you hit all the different time zones. Cool. Thank you, Thank you, Dr. Shrew Me is wondering what's a great social network for conveying stories about your products or customers? Seems like there's a lot of story based social media sites out there, but nothing's hit quite yet. Plus, Facebook just bought story Lane. So what's a good one for conveying stories? In particular? It's a great question. I think that, um, Facebook is a great place to provide testimonials, and we've seen lots of nonprofits use do an amazing job of posting photographs along with a little bit of a story as well. But he's totally right. I mean, storytelling is still sort of choppy. There's medium which was recently founded by the folks who started Twitter, and it's really dedicated toe long form content, which is a little bit ironic, and there's a lot of storytelling going on there. Yeah, what was that one called medium medium medium dot com medium dot com. I think you need to apply to get access to it, and they're they're rolling it out over time, but it's definitely one to keep an eye on. I did. You know, I just went to that site last week and it was definitely open. So I think anyone can Oh, and try it out Opened that? I think so. Perfect. Rachel. This is a great question that we see often from our audience from summer. I would like to know what you think about linking your personal social media accounts with your business profiles. Is this a good or a bad idea? And with the caveat that for a lot of people, they are their brand, say their service provider. So how do you go about that? And for me personally, I don't know, like there's always as a photographer that divide between getting people to friend May versus having people like my fan page, and there's a lot less fewer people going to that business page. Yeah, so especially on Facebook, you have the ability to decide which of your post your friends are going to see in which ones you can make public. You just need to get in the habit of knowing where those controls are. They're I think they're in their little right hand corner and then being careful that, you know, if there's a party picture that you're taking that making sure all of your friends will see it, you know, and not to make sure that that picture goes public. I mean, you have a lot more flexibility to make your personal profile public if you know that you're gonna be acting responsibility all the time and that your image is gonna be maintaining what you want to reflect out there in the world. Yeah, the rainy day store. Now this is something that you kind of have talked about a little bit, but just getting concise, succinct answer. The rainy day store says so. The difference between Twitter, Facebook, instagram, Pinterest, YouTube, etcetera. How often should you post on the different sites? So that actually is a great question. So with Twitter, I really believe that it should be about three or four times a day a lot more active because it's a really fast moving, real time network. Facebook. Where real quick does Twitter Does that include replying to people? Or is that just the post that you're putting out there really wonderful question as well? So replies that you dio at someone our Onley seen by that person and people who follow your brand and also that person so they tend to be a lot more intimate. And you can do as many rib Blake replies as you want. So I think like there's no limit on that. So but public post that don't start with an at, um, you should do 3 to 5 times a day. Facebook, I think 2 to 3 times a day is smart. I actually wouldn't go any further than than that and then pinning again It you need to do it constantly throughout the day, but just remember to do one or two pins at a time. Instagram. I actually have a funny story. I lost a lot of followers on Instagram because I went to a furniture store and I started taking a lot of photographs of all the pretty photograph. The instinct, like the furniture. I was saying, and I think I, like, did it a little bit too much. So with Instagram, I would just do it about three or four times a day. Um and again, like do what you can dio. I think like, don't hold yourself to these standards If it's something that feels really onerous, like what's most important is you just take action well, and then I just would want to add on that again, back to what are your objectives? There was at one point an orthopedic surgeon who asked me, You know, what should he be doing with social media? And we talked a lot about what his re sources were in what he was trying to accomplish. And for him, it wasn't the most effective use of his time, right? And so he knew that he was going for, you know, sports clientele, and trying to start relationships with coaches of teams was more important. So all of these things are great, but you have to look at what is right for your individual brand and really what you're trying to accomplish and what your resource is our so again I go back to If you're going to do social media, Pick one channel. Do one channel, right, then add on. But make sure you know what you're trying to accomplish and why you're using what you're using. So we blawg. Often we have 30 writers, so there's constant, you know, con content. How often should we post a blawg? I really believe I mean, it was easy for you to post a block. Or is it feel like a huge task? It depends sometimes. Well, like people be really excited about writing and they'll write like, five things and then datum out. And then sometimes we'll go like three days without a post. You know, eso we do datum out. But sometimes people get excited and they'll they'll do their post the same day that someone else did their post. We try to avoid it, but what there's, you know, it's it happens. We're like, check to see, you know, and then we'll see that it's already been up and they've shared it, so we don't want to take it down. And do you have schedule? What had a blogging platform? Were you using WordPress? So on WordPress, I believe that there is a way to schedule your post? Yes, and that way we are doing that. But with 30 writers, they don't always check the calendar that, you know, there's There's things that you know because we're virtual, you know, with the magazine itself. We don't have that issue. But with the the block post, people, just There's so much fashion stuff constantly going on. And we have a blogger in London who is posting for us as well. And you know her time zone is delivering. So with your blawg, I really want you to be able to maximize the opportunity around all of those posts. So it's not just about hosting the blog's, but then also being able to make sure that you're telling your Facebook and Twitter audiences and pin dressed about those blog's. So you want to give you enough yourself enough time and banned list to be able to do that? Okay, great. So it would say like to box a day is fine, but if you can try to do at least two blog's a week, okay, I think then we're pretty good on there. But I wanted to make sure we weren't over doing it or you know, something like that. Okay, great. Thank you. Think so? Okay, um, a question from Gabrielle D. What is an example of a sponsored story, And how would you approach? Choosing the subject of the story. So an example of a sponsored story is a piece of content that goes on a Facebook page that that is then promoted so that all of the people who have, like, your Facebook page that their friends on Facebook see it. So I would choose Teoh promo as a sponsored story, your best content. So we usually do it with our clients with a campaign that we're running. So with Michael me know, for example, we're gonna be running a Mother's Day campaign, and we're gonna be asking people to submit photographs of their favorite Mother's Day meals and or we're definitely gonna plead putting a sponsored story spend when we kicked that all off and then around some of our favorite entries. So looking forward to that, as you can tell, Okay. Maybe two more questions here. So one fashion TV from Singapore says, should we even start or think about writing a controversial post or getting involved in one of these and social media. What do you think about being involved in controversial or otherwise just hot button issues on your social media? Well, first of all, high fashion TV. I love Singapore. So thank you for your question. You know, go into controversy. If you can list Stan the heat, right. And if something you really believe in and that you you think it's going to add to your brand and your notoriety and not take away from a reporter, you probably have an opinion on this as well. From your experience. Well, you know what? I'm kind of for it, but we are gonna be talking about public relations in our next module. So it might be a good topic for for Paul, our expert on that, because I think it depends on what your brand is, what you're trying to accomplish. But I have been one Teoh say go for it if it's brand relevant or brand appropriate, Right? So perhaps one final question is about the sort of automation of across the different platforms of social media, not just the automation of, say, using a tool to set them up, to go out, but posting something on one platform that then gets posted on another that gets posted on another. How much of that do you see as being okay versus looking to automated? So I think it's an okay Band Aid method. So if you really only have the time to focus on Facebook and that's where your audience is, then it's OK to use Facebook to syndicate out to Twitter. But your contents not gonna be optimized for Twitter, and it's just not going to be as socially shared on Twitter as it is on Facebook again. It's kind of awkward to see at symbols and in Hashtags on Facebook. Right? And people who really love your brand are going to go search you out on all of the social networks and want to follow you there. And you need to give them a new experience and new content on each platform. Gregory. Yeah, yeah, if you can't. But again, it's it's a band would. I'm not I'm all about prioritizing because I just think we need to be realistic. And I don't want people to be overwhelmed with social media paralysis. Exactly. Yeah. All right. I love it. Um, Porter, do you want to refuse up. Do you wanna put bow on the segment? Yeah. Well, first. Well, Rachel, thank you so much for joining us. It's been just a great pleasure. You really added a lot of value. And I love all the tools and tips to and some of them that I've never heard of. So thank you for your expertise. We have one more segment to close out the day we're gonna be talking about PR, which is one of my favorite topics for the last segment. But thank you for everyone that's been watching and have safe travels back to San Francisco. Thanks for being here.

Class Description

Every successful business needs to have a clear brand message. Porter Gale is a consultant and former VP of marketing for Virgin America. In this class she’ll teach you everything you need to know to a business idea all the way to the front pages of major publications.

This class condenses 20 years of knowledge in creative development, social media, email marketing and PR and delivers it all in concise, easy to follow steps. 

During this class, Porter will discuss:

  • Naming your company
  • Creating a corporate culture
  • Multi-channel marketing and more!

She’ll share the stage with entrepreneurs from some of the world’s most innovative brands, like Virgin America, Dollar Shave Club, and Hint Water. You’ll learn how the pros build a brand through interviews, case histories, resource lists, and how-to tips.

A successful business brand understands its ideal customers and employs a team that consistently finds a way to stand out in the crowd. Learn how to build that brand from Porter Gale.

Reviews

a Creativelive Student
 

Thank You so much Porter Gale I have learned so much you made me view everything in a more professional way seeing how the big boys do it made me realize the steps that need to be taken for success. You are a very smart thank you again for sharing your knowledge I have the title of your book stuck in my head I think is powerful.

a Creativelive Student
 

This is an excellent course which delivers so much key information to developing your brand. Highly recommended!