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Building An Audience How To Attract Followers And Connect For Results
Session Description
๏ In this course you’ll learn
๏ Essential strategies to increase your reach on social media.
๏ How to build a strong network and then leverage it to get your message out.
๏ Build a community and increasing the involvement of your audience.
๏ This class is suitable for users at all levels and focuses on genuine connections rather than gimmicks.
Richard HarringtonI'm a visual storyteller exploring the fusion of photography and video. I'm all a husband & father
Vital StatisticsAuthor 40+ Books
Author 100+ Video Courses
Publisher of 2 Websites
Adjunct Professor
Conference Speaker
Business Owner
Photographer
Getting In Touch
twitter.com/rhedpixel
facebook.com/RichHarringtonStuff
plus.google.com/+RichardHarrington/
linkedin.com/in/richardharrington
RichardHarrington.com
vimeo.com/rhedpixel
www.pinterest.com/rhedpixel/
http://www.urlgoeshere.com
http://bit.ly/rhphototips
Information Gatekeepers
๏ 1871: Western Union controls 90 percent of U.S. telegraph traffic.
๏ 1947: 97 percent of the country’s radio stations are affiliated with one of four national networks.
๏ 1969: Viewership for the three nightly network newscasts hits an all-time high, with 50 percent of all American homes tuning in.
Information Gatekeepers
๏ 1997: About half of all American homes with Internet access get it through America Online.
๏ 2002: Microsoft Internet Explorer captures 97 percent of the worldwide browser market.
๏ 2014: Amazon sells 63 percent of all books bought online—and 40 percent of books overall.
Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives
Edison Research
0%
25%
50%
75%
100%
2002 2007 2010 2012 2015
544642
33
20
Most Essential Medium
Edison Research
0%
25%
50%
75%
100%
Internet Newspaper Radio Television
30
94
54
37
145
42
Most Essential Medium (Major Story)
Edison Research
0%
25%
50%
75%
100%
Internet Newspaper Radio Television
50
63
40
62
75
25
Most Essential Medium (New Music)
Edison Research
0%
25%
50%
75%
100%
Internet Newspaper Radio Television
9
32
1
44
12
39
3
31
Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
0%
25%
50%
75%
100%
12–34 35+
33
68
Give Up TV Before Smartphones TV or Smartphone – Which would you be more willing to eliminate?
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Eliminate iPhone or TV
6%
36%58%
Eliminate TV Eliminate iPhone Don’t Know
Eliminate Smartphone or TV
2%
40%
58%
Eliminate TV Eliminate Smartphone Don’t Know
Internet Connected TV
Edison Research
0%
25%
50%
75%
100%
2014 2015
5851
Why Aren’t People Online?■ 15% of American adults do not use
the internet at all
■ 9% of adults use the internet but not at home
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
Why Aren’t People Online?■ 34% of non-internet users think the
internet is just not relevant to them, saying they are not interested, do not want to use it, or have no need for it.
■ 32% of non-internet users cite reasons tied to their sense that the internet is not very easy to use. These non-users say it is difficult or frustrating to go online.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
Why Aren’t People Online?■ They are physically unable, or they are
worried about other issues such as spam, spyware, and hackers. This figure is considerably higher than in earlier surveys.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
Why Aren’t People Online?■ 19% of non-internet users cite the
expense of owning a computer or paying for an internet connection.
■ 7% of non-users cited a physical lack of availability or access to the internet.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
Have a Profile on a Social Networking Site
0%
25%
50%
75%
100%
2334
556568
8081
12–17 18-24 25-34 35-44 45-54 55-64 65+
Social Media Usage
0
20
40
60
80
100
2008 2009 2010 2011 2012 2013 2014 2015
736762
525248
3424
http://www.pewinternet.org/data-trend/social-media/social-media-use-all-users/
http://www.pewinternet.org/data-trend/social-media/social-media-use-all-users/
Social Media Usage 2012 vs. 2013 vs. 2014
0
20
40
60
80
100
Facebook LinkedIn Pinterest Twitter Instagram
26232828
71
17182122
71
13161520
67
http://www.pewinternet.org/2015/01/09/social-media-update-2014/
http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Online Consumption
Comedy/Humor
Educational
Music
News
Animation
0% 15% 30% 45% 60%
19%
37%
22%
22%
31%
33%
43%
32%
38%
50%
38%
45%
50%
50%
58%2013 2009 2007
Pew Internet LifePew Internet Life
Online Consumption
Political
Sports
Ads
Adult
0% 7.5% 15% 22.5% 30%
6%
13%
14%
15%
7%
15%
21%
20%
12%
15%
27%
27%2013 2009 2007
Pew Internet LifePew Internet Life
Social Media Awareness
Snapchat
Google+
Tumbler
Vine
0% 25% 50% 75% 100%
26%39%
44%49%
56%56%
60%77%
84%92%
http://www.edisonresearch.com/the-infinite-dial-2015/
http://www.edisonresearch.com/the-infinite-dial-2015/
Social Media Used Most Often
http://www.edisonresearch.com/the-infinite-dial-2015/
Facebook 65%Instagram 7%LinkedIn 5%Pinterest 5%Google+ 4%Twitter 4%Snapchat 4%Others 5%None 1%
http://www.edisonresearch.com/the-infinite-dial-2015/
Social Media Used Most Often (Ages 12–24)
http://www.edisonresearch.com/the-infinite-dial-2015/
Facebook 43%Instagram 18%Pinterest 3%Google+ 4%Twitter 8%Snapchat 15%Others 8%None 1%
http://www.edisonresearch.com/the-infinite-dial-2015/
Social Media Usage 2013—2015
Facebook LinkedIn Instagram Google+ Twitter Pinterest Snapchat Vine
8
1821
1818
24
18
62
91313
16171922
58
03
1015
121217
58
2013 2014 2015 Edison Research
News Consumption
Google Plus
Tumblr
YouTube
0 0.25 0.5 0.75 1
13%
13%
20%
29%
30%
47%
52%
62%
Pew Internet
Americans Lack Control
๏ 91% of adults agree that consumers have lost control over how personal information is collected and used by companies.
๏ 88% of adults “agree” or “strongly agree” that it would be very difficult to remove inaccurate information about them online.
๏ 80% of those who use social networking sites say they are concerned about third parties like advertisers or businesses accessing the data they share on these sites.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
Americans Lack Control
๏ 70% of social networking site users say that they are at least somewhat concerned about the government accessing some of the information they share without their knowledge.
๏ 80% of adults “agree” that Americans should be concerned about the government’s monitoring of phone calls and internet communications.
๏ 64% believe the government should do more to regulate advertisers.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
Americans Lack Control
๏ 61% of adults “disagree” or “strongly disagree” with the statement: “I appreciate that online services are more efficient because of the increased access they have to my personal data.”
๏ 55% “agree” or “strongly agree” with the statement: “I am willing to share some information about myself with companies in order to use online services for free.”
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
Americans Feel Insecure
๏ 81% feel “not very” or “not at all secure” using social media sites when they want to share private information with another trusted person or organization.
๏ 68% feel insecure using chat or instant messages to share private information.
๏ 58% feel insecure sending private info via text messages.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
Americans Feel Insecure
๏ 57% feel insecure sending private information via email.
๏ 46% feel “not very” or “not at all secure” calling on their cell phone when they want to share private information.
๏ 31% feel “not very” or “not at all secure” using a landline phone when they want to share private information.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
How Often Should I Post?
๏ Search engines index blogs that have regularly scheduled posts.
๏ Post on the same day of the week.
๏ Pick a schedule: ๏ 1 x per week (Tuesday OR Wednesday OR Thursday) ๏ 3 x per week (Monday/Wednesday/Friday) ๏ 5 x or 7 x per week (Daily or Weekdays)
๏ Write your posts in advance and schedule them to appear on the days you want
How to Write for Social Media
๏ People scan; they don’t read word-for-word
๏ Put the important info first
๏ Use headlines and subheads
๏ Use bullets and boldface
๏ No underlines
๏ Boldface important terms “keywords”
๏ Use links & images
How to Write for Blogs
๏ SHORT ARTICLES! Keep the posts 200-450 words
๏ 1 topic per post. Linked, multi-part posts are okay.
๏ Informal, conversational tone
๏ No jargon or acronyms.
๏ Write for general audience, 7th grade level or lower
๏ Use keywords: think in terms of search engine results
๏ No cutesy or clever headlines – say what the post is about, succinctly
Size Matters
๏ Make Everything Shorter
๏ Books → E-Books
๏ Websites → Blogs
๏ Blogs → Tweets
๏ Focus on Mobile
๏ Respect Time
Think About the Message
๏ Add value to your audience’s lives
๏ Don't sell them stuff
๏ Try to focus on others
๏ Pull…. not push
๏ Create content not ads
Good Posting Habits
๏ Post updates whenever you add new blog post about app
๏ Post quick tips related to your industry
๏ Ask provocative/open-ended questions
๏ Share good news and accomplishments
๏ Engage others and comment
Images for Your Posts
๏ People are far more likely to read a post with an image than without one
๏ Include at least one image and alt-tag it
๏ Don’t borrow images or content from other blogs or online content
๏ Use images in public domain (Government, Wikipedia Commons, Flickr) or your own images
๏ Use stock sites
Make Your Message Stick
๏ Limit the number of points made.
๏ Three or less is a good target.
๏ One primary message is the ideal.
๏ Think about what you want the audience to remember about the video or post.
๏ How many times did you say the targeted message?
Make Your Message Stick
๏ Always have a call to action.
๏ Tell the audience what you want them to do next.
๏ Never ask them to do more than two things.
๏ Use an emotional appeal whenever possible.
๏ Video is a medium that works best with clear and simple messages that go for an emotional reaction in the viewer.
What Do We Need to Know?
๏ What baggage does audience bring with them?
๏ What are they looking to receive?
๏ What motivates them?
๏ What skills do they already have or want to improve?
๏ What inspires them to action?
Survey Tools
๏ http://kwiksurveys.com/
๏ http://www.google.com/drive/apps.html#forms
๏ www.surveymonkey.com/
๏ http://www.zoomerang.com/
๏ http://www.surveygizmo.com/
๏ http://polldaddy.com/
๏ http://www.formsite.com/
๏ www.constantcontact.com/
Expect minimal feedback
๏ Most people do not comment
๏ Look at your subscriptions and download statistics for a more accurate measurement of your reach
๏ Be aware; commenters may not represent a sample of your audience – they tend to represent extreme POV – both positive and negative
๏ But…take commenters seriously!
Blog Engagement Ideas
๏ Make sure readers can email you!
๏ Ask for comments
๏ Pose a question in a blog post
๏ Question of the week/mail bag/advice column
๏ Sponsor a contest (video or photo, etc.)
๏ Create a fan base with Facebook Pages
Getting In Touch
twitter.com/rhedpixel
facebook.com/RichHarringtonStuff
plus.google.com/+RichardHarrington/
linkedin.com/in/richardharrington
RichardHarrington.com
vimeo.com/rhedpixel
www.pinterest.com/rhedpixel/