Traditional Media Recruiting from Social Media to Boost Ratings #SMMW16

Here is a quick recap of the keynote address on the state of social media marketing delivered by Michael Stelzner on the first day of Social Media Marketing World.

First up – traditional media is recruiting from the world of social media. Michael talked about a case study for the CBS Television show The Amazing Race, which has seen declining ratings for the past five years, and has now reached out to the world of social media recruiting all cast members from the likes of Instagram, Facebook and Twitter, to making up a social media cast with a combined reach of over 33 million. They had actually broadcast segments of the show live on Facebook for the first time. Facebook is also giving priority to Facebook life video in the feed. So we are seeing lots of change there in terms of reaching out to social media to boost traditional media.

Michael also talked about his first experience with Facebook live, and within two minutes had over 400 people watching him. Facebook live is a major factor now in social. Brian Fanzo (@iSocialFanz) later provided an excellent discussion about how he is leveraging live video, how to get the most out of live video.

There is a fully produced show called The Daily Burn. It has got multiple cameras, and they are going in big with TV-like production quality and they are doing this on Facebook live.

Facebook is still huge with marketers, 67 percent of marketers will increase the Facebook marketing in 2016 up from 62 percent a year ago. 55 percent feel that Facebook is the most relevant social platform, and that’s up from 51 percent last year, so Facebook is continuing to power along. Pay-toPlay is officially here and people are investing in Facebook advertising. Facebook said they have grown the number of advertisers by 50 percent.

Michael talked a little bit about Snapchat, and this is a major competitor to Facebook that receives over 8 billion views of videos per month. This is a competitive threat to Facebook. He talked about a case study with a Snapchat personality from Australia named Chocolate Johnny and how he was able to develop an audience very quickly using the platform by sharing personal stories about his recipes and his chocolate business in Australia.

And how to connect with people in amazing ways – networking is big at the conference, we have a number of workshops on networking and connecting with others, and how to get the most out of the conference. It’s very well run, I was very impressed with the way the conference was managed by the organizers.

I met a young woman named Rania from Egypt. She is here visiting Social Media Marketing World for the first time. She earned her PhD in England in online marketing and is studying social media very closely now. She said that Facebook and Twitter were the two dominant platforms. She had not heard of Blab which I found quite surprising. I’m not sure if Blab is available yet in Egypt.

So those are my initial takeaways from Day 1.

Live Video: Why the future of marketing is going live #SMMW16

Live video was a hot topic this morning during  a panel discussion hosted by Joel Comm,.  Joel, is the author of Twitter Power and several other social media books. He is a pioneer in social media and he was saying he’s going all in on live video. I thought it was interesting that he qualified that as live video and not going all in on just one particular platform, because as we know, there’s a lot of change in that space right now.

There was a number of panelist with him, Kim Garst a social media luminary,  Shaan Puri, the CEO of Blab and Mari Smith of course, a luminary on Facebook. Some of the highlights – Shaan Puri he said that within two minutes you’ll know if people like you, and nobody wants to read your press release, people are looking for dynamism, they’re looking for people to be real and authentic on camera, and this is why people are turning to these channels and staying on the channels for so long. The average user on Blab spends 82 minutes per day and that’s double what people spend on YouTube. So they are watching. Kim Garst mentioned that the reason why folks are so attracted to or interested in Donald Trump is because he is real, he says whatever comes out of his mouth and she said you can apply that same parallel to watching folks on Blab.

Drones will be integrated into the Facebook Live platform at some point and you would look for other platforms to follow suit, but I think Facebook has got the first mover advantage on that.  Also there was talk of repackaging all of this live content that you are creating using apps like Animoto to advertise replays and things of that nature. People should always remember to put a call to action on your live video close to the end or during the middle, so your audience can take the call to action of either subscribing to your newsletter or downloading your e-book.

They did not think that virtual-reality tools like VR headsets are built for business, it’s mostly a consumer play but 360 video should eventually be a component of live video according to Smith who made that prediction. Smith went on to say that Chinese apps such as WeChat were light years ahead of any apps we’ve created in the West. There’s a lot more in terms of usability and functionality built into their apps. She also predicted the day when Facebook Live will have an “invite a guest” option to join, and it makes a lot of sense because Mark Zuckerberg is spending a lot of time in China. Look for Facebook to really try and level the playing field.

So it was a great session I got a lot out of it. I’ve been experimenting with the live video platforms and will definitely be checking out more of that.

Anchor app a perfect companion for content marketing

This week I made an amazing discovery in a new IOS app called Anchor.fm. The app allows you to make audio recordings of up to two minutes, post them to a community and receive responses. Anchor offers strong integration with Twitter making it seamless to tweet your anchor post at the same time. The interface is very intuitive with a big red record button. Holding the button starts a two minute countdown while you are recording. After you’ve completed your recording you can add a short description include any hashtags you may want to include to target your message before publishing it to the Internet.

Then the magic happens your mobile device starts to give you notifications that you have received responses to your anchor post. Replies can be up to 60 seconds in length.   In one thread started by Steven LeaneyWhat’s famous thing in your city?“, Steven describes Adelaide, and the Barossa Valley wine region in Australia. A few anchors later Stephen Gordon, a Golf Pro based in Northern Ireland replied to talk about the Belfast shipyards and how Titanic was built there.

Watch my first-impressions video.

Here I combine audio taken from a real anchor interaction to incorporate into a short video.

You can also just embed anchor conversations onto a blog post by using the provided embedding code.

During this interaction with Steven in Australia and and then Stephen in Northern Ireland it became apparent that there could be a good personal connection.  I responded to let Steven know that my great-grandfather was a carpenter who built furniture for Titanic, and his son also worked in the shipyards and I have family ties to Belfast.  Stephen and I exchanged messages on Twitter thereafter and I discovered that he knows my Uncle because they both play golf at the same club in Northern Ireland, 7,000 miles away. In fact, Steven’s number is in my Uncle’s phone.  So within seconds Stephen and I went from being complete strangers separated by thousands of miles to mutual friends of my Uncle with plans to meet for a drink later in the year. That is incredibly powerful when you think of the distance Anchor was able to remove in a matter of seconds.

I think this is awesome because social media can be a very cluttered place. When you log on to Twitter there are millions of tweets and because there’s so much going on it’s easy to miss important connections through inflection. And this is where Anchor gets it right. I see Anchor as a room full of strangers all discussing different topics and you can dip into these conversations with your own perspective or find conversations about topics that interest you. Or crowdsource help from your community.

So how would you use anchor for content marketing?  I see it working in several ways and here’s the workflow that I’m using presently. If there is a conversation I find interesting or pertinent to a topic I’m writing about I will save it to Pocket – tagging it for follow-up.  I may choose a series of tags like “anchor-content gardener” or “anchor-social media”. Whenever I work on my article, I listen back to the anchor post and either type out what they had said or use an audio editing application like Audacity or Adobe Audition to clip parts of the audio into a short soundbite.  If the post stands on its own without any editing I can use Anchor’s embedding feature to drop the entire clip into my blog post as I did above, or just include a link to the post.

If you are creating video, and video is huge these days,  you could create a video and include audio clips which originate in Anchor and place still images on top of the audio to support what you’re showing in your video. So for example if were talking about Titanic and Belfast I might include a few photographs of the shipyards and the recording of Stephen talking about Belfast, and this adds context to the article and makes the content more compelling.

Want to learn more about Anchor and using it for business before diving in? Check out Mike Delgado’s post Anchor Analysis: How to Repackage Waves for Business – lots of great recommendations.

I’m planning on spending a lot of time listening and participating in conversations with an eye on incorporating Anchor into my content marketing efforts.

Use Twitter Video to Make Your Interactions Personal

Twitter recently introduced a neat new feature on the mobile app (both Android and IOS) which enables you to create videos up to 30 seconds long.

At first I was puzzled. Why would I create a short video with my phone and post it directly to Twitter Vs. creating one for YouTube? Then I stumbled upon a response tweet from Gary Vaynerchuck. The tweet contained simply the User ID of a person he wished to address @daveying99 (David Haddad) who had asked Gary V. if he had read a particular book about introverts in this tweet.

 

Then it hit me.

Twitter wants us to engage with others in a more personal way through video.   If you are in sales or marketing pay close attention to what Gary Vaynerchuck is doing here. He is making instant impressions with people who engage with him on social media.  If you follow the thread to the tweet you will see that this completely knocked David Haddad’s socks off.

Brands, consider this for your marketing playbook.

Tweets With Pictures are 94% More Likely To Be Re-Tweeted

A picture might be worth a thousand words, but according to Hubspot’s Social Media Scientist Dan Zarella (@danzarrella),  recent research reveals that tweets which have an accompanying picture jump a whopping 94% in likelihood the tweet will be re-tweeted.  Naturally it depends on how compelling your content is, and perhaps there are some situations where the likelihood might be greater (Bieber, Grumpy Cat, Ellen selfie) but you get the idea.

The way Twitter works now is, if you upload a photo directly to pic.twitter.com, or via your twitter dashboard app such as Hootsuite, the image will now appear more often in the tweet stream.  So imagine this long page of textual information interrupted with your compelling image, people will notice it and this is a huge opportunity for savvy inbound marketers. Visual content is much more engaging when done well.  But there’s another newsflash for content marketers.  Instagram pictures used to work the same way on Twitter, but then Facebook bought Instagram and well, you know how that goes.   What’s interesting is, tweets with Instagram URL’s  are 42% less likely to be re-tweeted compared to tweets which have had the picture uploaded to pic.twitter.com.

Tweets Including Instagram Links are

Source: #SciChat

The chances of a re-tweet decrease dramatically perhaps due to trust issues and credibility issues. Zarella said “If I don’t know you super well and I see an Instagram link, I’m going to assume to some degree it isn’t going to be real interesting, unless you have a really great caption.”   The assumption here is that people who are sharing from Instagram are packing a lot of non-relevant hash tags into their posts.  Another interesting stat is Facebook images which are uploaded to FBcdn (the Facebook content delivery network),  tweets which include a Facebook image link, it is not going to pop up in the stream, these tweets are 47% less likely to be re-tweeted. The other thing to consider when relying on FBcdn for image tweets are the privacy settings. Because Facebook is mostly a closed private community, unless it is a public post, there is a strong likelihood that people will not be able to see the image.

Key Take-away

  1. Definitely use visual media in your posts to increase engagement.
  2. If you would like your picture tweets to show in the stream, post to pic.twitter.com
  3. For more great insights on Social Media check out Dan Zarella’s SciChat Group on Facebook

 

Twitter Auto-response Annoys Me

I never use Twitter Autoresponders and here is why. Let’s say you follow someone, your follow generates an auto-response DM message. You read it, like what it says and want to reply to it, but because this person is not following you, you wast 10 seconds of your life thinking of something to write back to them, only to get the error message saying you can only DM people who follow you.

Twitter needs to come up with a solution which prevents the selection of the DM until you are being followed back in my opinion.

How Marketers Are Using Social Media (Infographic)

 

In May 2013 Michael A. Stelzner of the Social Media Examiner looked at how companies use social media in his “2013 Social Media Marketing Industry Report.” He polled about 3000 marketers in both the B2C and B2B industries to get their thoughts on this subject. From their responses the TopWebDesignSchool created its Selling Social infographic, highlighting current trends and predicting future ones.

Nice job on the infographic guys!

 

Infographic: TopWebDesignSchools.Org

 

How To Request a Facebook Graph Search Invite

Here’s a quick tip compliments of Social Media Examiner.

If you still have the old Facebook search tool, and would like to be considered for the souped up Graph Search tool which is slowly rolling out now. Simply type a # hash key into search and hit enter. This will reveal a request invitation button to signal the nice people at Facebook you would like the feature. Give it a little bit more time, then soon you will notice something very different and very powerful about how you can search on Facebook.

GraphSearch-1

The old Facebook search box.

Once you have Graph Search enabled your screen should look like the below.

Facebook with Graph Search enabled.

Facebook with Graph Search enabled.

 

After you have requested an invitation, the next time you enter a hashtag into the search box, you should see the following:

 

Facebook lets you know you are on the list.

Facebook lets you know you are on the list.

 

So What Can Graph Search Do?

Please share this tip with your friends.