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Social media tools and the sinking ship/speed boat theory

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I don’t think I’m sinking, but I’m no speed boat… yet. My Facebook Biz Page Tribe is tiny, but the size of my Twitter Tribe is healthy. Per common sense and best-practices practice, I would like to grow the size of my Facebook Biz Page Tribe by sharing relevant, valuable and interesting stuff.

My problem is this- how do I broadcast share my relevant and interesting stuff if I don’t have an audience?  Sorta of like if a tree falls in the woods and nobody is there…

So I posed the following question on Twitter.

I felt I might have some success growing my Facebook Biz Page Tribe by forward-sharing of the stuff I share there with my Twitter Tribe.  You know, then if people liked it, they might say to themselves, “Hey, this is interesting stuff, I think I like this page.”  If that’s how it worked, maybe both Tribes would thrive. (I know there are some automatic cross posting tools, but I wanted to cross post manually.  I don’t want to share everything automatically, different audiences, relevance, etc.)

The next that happened was the Tweet you see below.  Jeff Bernheisel with M Realty was kind and cool to answer my question.  In addition to Jeff’s Tweet, several people spoke up and shared that they would like to know how to do the same thing – which is why I wrote this post.  Now you and I and our AgentGenius Tribe will know how too.

Problem solved.  Simple eh?  If you have to run, safe travels and thanks for reading.

But if you have a few amps of spare attention, I wanted to share a bit more . . .

My The-Sinking-Boat or The Success Speed-Boat Theory.

Social media tools work in expected and unexpected ways.  If you use them wisely, you’re driving a Success Speed Boat.

If you’re not using social media tools and strategy, or using them stupidly, you’re not missing the boat –  it’s worse than that, grab some floaties, your  ship is sinking.  Depending upon your current level of social media apathy, the hole in your success may be gaping or the size of dime.  Either way, if you don’t get on board, come correct and patch it; first you’ll slow, then sink, then drown in salty sea of sameness and irrelevance.  RIP.

I understand that some will see my theory and proclamation as lame, pompous, arrogant, or all of the above.  But I gotta tell ya, my personal experience, along with what I observe and learn everyday,  confirms the undeniable truth of The Success Speed Boat/Sinking Ship Theory.

If you’re skeptical about the fuzzy nature of my experience and observation filter, I understand.  If you believe that the real estate business is a people business, then focus your attention on this data and tell me what you think it means for the future of social media and whoever uses it wisely.
Are We Obsessed with Facebook?

Back To Cross Posting And Patching A Leaky Ship.

Here’s a tiny tutorial. . .

Step 1.  Share something on your Facebook Biz Page, then capture the web-link to your shared post by clicking on the Date/Time Link.

Step 2. Copy the shared perma-link.

Step 3. Copy and past your Facebook Biz Page perma-link into your Tweet.  To conserve Twitter characters, I originally used the URL shortener Su.pr to shrink my perma-link.  It didn’t play nice with Facebook.  Next I tried the Goo.gl, the free Google.com shortener (and QR Code generator).  It worked, yea.  Here’s what it looked like.

The Result

So I used this cool little technique and within 7 days my long-gone hair regrew and my teeth magically whitened and straightened.  I lost 13 pounds of fat and grew two inches taller.  I haven’t returned her call yet, but Oprah wants me to guest appear on her new Network.  Lastly, miraculously and more to the point, my Facebook Biz Page Tribe exploded overnight.

Ok.  Not really.  I don’t know what the impact will be, I just started, it’s a journey, not an event.  I do believe that if I use one tool and Tribe to support another tool and Tribe, only good things can happen.  And now we all know how to cross post Facebook Business Page posts manually to Twitter.

Best wishes for successful 2011 and thanks for reading and happy speed boating.

Cheers.

Ken Brand - Prudential Gary Greene, Realtors. I’ve proudly worn a Realtor tattoo for over 10,957+ days, practicing our craft in San Diego, Austin, Aspen and now, The Woodlands, TX. As a life long learner, I’ve studied, read, written, taught, observed and participated in spectacular face plant failures and giddy inducing triumphs. I invite you to read my blog posts here at Agent Genius and BrandCandid.com. On the lighter side, you can follow my folly on Twitter and Facebook. Of course, you’re always to welcome to take the shortcut and call: 832-797-1779.

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38 Comments

38 Comments

  1. Bob Wilson

    January 23, 2011 at 8:23 pm

    This is great news for all those agents busy with their SM campaigns chasing the mega producers who are unaware that their boat is going to sink.

    • Ken Brand

      January 23, 2011 at 8:57 pm

      I’m not sure if you’re “in” or “out” Bob, either way, thanks for the comment. Cheers.

      • Bob Wilson

        January 30, 2011 at 12:44 pm

        Ken, you made the following statement:
        “If you’re not using social media tools and strategy, or using them stupidly, you’re not missing the boat – it’s worse than that, grab some floaties, your ship is sinking”

        I was simply trying to point out the absurdity of an absolute like that.

        • Ken Brand

          January 30, 2011 at 1:20 pm

          You’re absolutely right, it’s a bold and absolute statement. As you point out, and I agree, the reality is only a very rare few things in life are absolute. I was going for dramatic effect, but the general principal is true in my opinion. Appreciate you comments. Cheers.

          • Bob Wilson

            February 3, 2011 at 11:27 pm

            I didnt say it was bold. I said it was absurd.

            What general principal? It is a nondescript term.

            What evidence do you have that those who dont employ this ubiquitous, yet vaguely defined concept of a sales strategy are going to fail?

            At the end of the day, sales skills are what is required to close a sale or listing appointment with a buyer or seller prospect. SM doesnt factor into that equation at all.

            That leaves the task of acquiring a prospect to close. Are you saying that cant be done successfully and repeatedly without SM?

          • Ken Brand

            February 4, 2011 at 7:36 am

            Bold to me, Absurd to you. Here’s what I mean, for example, one guy believes that walking on the moon is absurd, because he isn’t a rocket scientist, the rocket scientist understands that it can be done, but it’s a “bold”. To you it’s absurd, I respect that, but I don’t believe it myself.

            As for evidence, I don’t have that. What I have is experience. What I’ve learned is that agents who don’t embrace change, they fail. I’ve seen it happen year after year for 30 years. SM isn’t any different, in a couple of years if you’re not into it, you’ll be out of business.

            If you think that “sales skills” are all that is required to succeed, I have to disagree. It’s difficult to sell someone in the real estate business if you don’t have a client to work with. I’ve seen plenty of skilled sales people fail because they wouldn’t prospect. I’ve seen plenty of poorly skilled slaes people thrive, because they had great prospecting skills. Buyers and sellers primarily work with people they know and trust. NAR points this out in the 2010 Homebuyer and Seller Survey. Knowing and trusting someone usually means there’s some kind of relationship. SM is key to fostering relationships. I’m saying that as SM continues to mesh and intertwine with all media, commerce, education, entertainment, politics, religion and revolution, YES – ignoring SM will sink your ship.

            And lastly, do you believe that the 20 and 30 somethings think as you do at SM and it’s relevance in their life? All the factors I’m talking about will impact every agents success in the future. The further out you project, the more important it will be. Might as well start now.

          • Bob Wilson

            February 4, 2011 at 5:43 pm

            “If you think that “sales skills” are all that is required to succeed,” Seriously Ken, did you even bother to read the entire response? Did you miss the part about acquiring prospects?

            “And lastly, do you believe that the 20 and 30 somethings think as you do at SM and it’s relevance in their life?”

            Dude, you love to make assumptions. I didn’t tell you what I think about SM. I merely challenged your absolute statement (which is why it is absurd) about who will fail and who will not.

  2. Jeff Belonger

    January 24, 2011 at 11:21 am

    Ken… I still don’t consider myself a true expert on all what and how to do it… but here are a few more tips.

    You can also set your FB fan page to automatically display what you post onto Twitter. Like an auto post. But I also prefer to post myself on twitter with the link, so I can place an engaging question so people will want to click onto my link.

    Also.. I use TweetDeck and what’s nice about this is that you can stick the full link/url into the “what’s happening” part and it will automatically make your url smaller for you… by- passing the fact that you have to make the url smaller youself, by using Tiny URL or another site.

    But overall… I agree… using such social tools can only help you, but if you use them wisely and not spend 24/7 on them… You can’t think of it as a popularity contest, getting the most followers… but those that actually engage with you, ask you questions, those that retweet your posts and like your posts… helping you get the word out there.

    • Ken Brand

      January 24, 2011 at 11:25 am

      Amen Jeff, I see it like you do. I hear lots of good things about TweetDeck, I need to check that out. Thanks for sharing man. Cheers.

  3. Agent for Movoto

    January 24, 2011 at 12:16 pm

    Wow that is one nifty little trick. I am definitely going to give that a try within the next five minutes. Thanks!!!!!

    • Ken Brand

      January 24, 2011 at 12:52 pm

      Hope it works like magic for you. Cheers.

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Business Marketing

Web design and development trends that will dominate 2018

(BUSINESS NEWS) Check out these top trends for web design and development to revamp your site for 2018.

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google meet web design 2018

New year, new you, new web design for your glorious site. You’re no longer good to go if your website simply boasts functionality in a conventional design layout. It’s not enough to make something that just looks pretty anymore.

Ever-expanding tools make web design a constantly changing digital medium that can and should be regularly updated to remain relevant.

As always, visuals are the first thing that will draw someone into your site. Your homepage and landing pages need to grab users’ attention with striking visuals.

Font choice has always been important for good design, and that’s not changing in 2018. However, the rise of typography, typeface design, and custom fonts will continue to take center stage.

Except for Internet Explorer (crossing my fingers for its death), most browsers can support CSS-enabled custom typefaces. Contrasting sans serif with serif fonts for large lettered headings is newly popular, as well as color and variable fonts.

Bold, vibrant, and saturated color schemes are on the rise as well since advances in monitors mean designers are no longer stuck with web-safe color palettes.

Custom illustration is another growing trend, with product and marketing design prominently featuring tailored illustration to match brand tone.

Broken grid and asymmetry have become more popular too, shaking up more traditional layouts. Just make sure to keep the layout clean, or you risk offending your viewer’s delicate design sensibilities. And please, despite trends, avoid brutalist web design, please, it’s awful.

Speaking of design sensibilities, gradient is making a comeback. But like, in a cool way with subtle fading and complimentary color. Shout out to this fun original web throwback revival.

However, looks aren’t everything. If your site is not offering user-friendly, updated functionality, you’ll fall behind the curve.

Augmented Reality (AR) and Virtual Reality (VR) elements aren’t new tech, but their rise in popularity due to their rapid progress can’t be ignored. While these are more relevant to mobile apps, elements can be incorporated into site design as well.

Mobile-first design still dominates (duh) as mobile browsing continues to overtake desktop use, so make sure your site plays nice on-the-go too or risk alienating mobile users.

Using speech as search tool came into play as devices like Alexa and Google Home have people searching using full sentences instead of keywords. Optimizing your site’s content to allow search with speech can put you ahead of the game as the world of SEO evolves.

Artificial Intelligence (AI) is all the rage too, with more sites implementing smart chatbots to handle customer service and frequently asked questions. AI can also help with voice-based search using natural language processing technology.

?As animation and micro-interactions become more advanced, combining form and function for delightful surprises are another rising trend in 2018

Particle backgrounds solve performance issues with video backgrounds by utilizing Javascript to create movement without taking forever to load. The animations make movement a natural part of the background, enticing viewers with motion graphics that don’t affect loading time.

Integrated animation engages users too, using smaller animations and graphics for abstract or concrete concepts. Your site could feature graphics that animate during a load page, or appear when users hover over a link, scroll, or as the main focus of the page.

Micro-interactions can set your website apart from others using more complex visuals, skilled animation, and seamless data transfer. Implementing fun on/off toggles, load status indicators, and light animation when like buttons are pressed can delight users and keep them engaged with your site.

Try out some of these trending changes on your site for 2018 and watch the users roll in.

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Business Marketing

Facebook adjusts how much repeat video views matter

(MARKETING) For video creators and marketers alike, Facebook updates can mean a world of difference. What’s new now?

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mid-roll facebook video

For Facebook Video, intent and repeat viewership matter. Recently, Facebook updated video distribution methods to build more effective monetization tools and improve viewing experiences for users, namely regarding video distribution, ad breaks, and pre-roll.

Most video watching on Facebook takes place in the news feed, making this a great place to reach target audiences. It is the primary hub of activity, featuring status updates, photos, app activity, and video posts.

New ranking methods promote videos people seek out or want to return to, like serial episodes from creators regularly publishing content. Partners fostering communities by actively posting weekly or daily content get a boost as well.

If content publishers link a Show Page with their regular Page, they can distribute episodes directly to followers. This makes it easier to maintain and grow audiences, connecting users with relevant content.

However, although New Feed is a popular zone for creators and publishers, Facebook expects video engagement to eventually move to Watch, the platform for shows. In Watch’s Discover tab, shows people come back to will be prioritized for more convenient access.

After all, News Feed isn’t the easiest place to go for returning viewers since they have to sift through a constantly changing barrage of status updates. Watch offers a place more akin to YouTube, where episodes and content are contained in one place.

Creating a Facebook Group for the show adds another level of engagement, providing viewers a social viewing experience to connect with other fans.

Putting videos and content in an appealing, easily accessible area makes your viewers likelier to stick around. Grouping similar content will encourage binging, keeping your viewers in one place to engage with your content.

If content is difficult to find, or re-find when showing friends, it’s less likely to spread.

Revisions to Ad Breaks will hopefully drive up engagement as well. Previously, videos were eligible for Ad Breaks if they were at least 90 seconds, and the ad could show up as early as twenty seconds into the video.

Starting in January, videos must be at least three minutes long to have an Ad Break, and the break won’t come until at least one minute has passed.

Although Ad Breaks benefit content creators with a share of the revenue, disruptions to already short videos can drive users away. Delaying the break may improve viewer satisfaction, keeping people watching longer.

Creators now have an Ad Break insights tab to better understand video monetization performance, tracking impressions and clicks per minute.

Additionally, Pages with over fifty thousand followers can now have Live Ad Breaks. Smaller Pages and Profiles aren’t eligible since Facebook determined these publishers are less likely to comply with their monetization guidelines. Plus, their audiences are typically smaller, meaning it’s more difficult to gain significant revenue from Ad Breaks.

Facebook also plans on testing six second pre-roll ads, but only in places like Watch since viewers are already actively seeking out this content.

Combining metrics tracking insight and updated distribution tactics with intentionally crafted content may promote repeat viewership, leading to more success for publishers.

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Business Marketing

How Snapchat earns over $1M a day on just one lil’ feature

(SOCIAL MEDIA) Marketers are jumping on the bandwagon, giving Snapchat more and more money – but what little feature rakes in so much cash!?

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snapchat 3d filters

Although Snapchat is still struggling to net a profit, they make a million dollars a day with branded AR lenses. If Snapchat can remain crazy popular with its users, this may help the company get out of its revenue slump.

Snapchat’s shares dropped 22 percent since their March IPO, and their Q3 earnings saw a revenue loss of $0.14 per share with the slowest user growth ever. But there’s still growth, and Snap has never really been profit focused anyways.

CEO Evan Spiegel certainly isn’t worried, publicly at least. Spiegel’s product strategies have been mirrored by Facebook and Instagram, and a huge chunk of teens prefer Snapchat over these other social media giants.

Which is why Snapchat can charge upwards of one million dollars a day for augmented reality lenses. Snap’s popularity, especially among teens and young adults with disposable income and social influence, bodes well with media agencies.

AR lenses are one of many features offered on Snapchat, allowing users to superimpose augmented reality images on pictures and videos. If you’ve spent any amount of time on the internet, the dancing hotdog is a testament to how easily an AR lens can turn into a meme.

In September, Snapchat introduced sponsored 3D World Lenses, giving advertisers the opportunity to feature targeted campaigns on the platform. Bladerunner 2049 was the first campaign at the launch, and since then Budweiser, BMW, and McDonalds have jumped on the bandwagon.

Pricing varies depending on when the lens goes live, if it’s a “premium” day like a holiday or anticipated movie release, and the targeting criteria of the agency. If a lens is specific to a region, for example, it’s not going to cost as much as a nationwide campaign.

In a report from Digiday, one NYC-based ad executive stated AR lenses are currently Snap’s most expensive ad product, and for some agencies it’s offered as a standalone purchase. Others reported Snapchat offered a “holistic media-buying plan,” including stickers and filters as well as AR lenses.

James Douglas, SVP and Executive Director of social media for Society explained Snapchat Ads are all about media negotiation, with some of his clients signing annual media contracts, while others may try out shorter stints.

“If it’s a well-known consumer packaged goods company, Snapchat may quote $200,000 for an AR lens, but not on a premium day,” he stated. “Snapchat is very flexible to negotiate media investments with agencies, and I like that.”

According to a Snapchat spokesperson, the base price for a 3D lens running up to 12 months is $300,000. However, the final price depends on if the lens is based on audience impressions or a national takeover on a premium day.

While the AR lenses are not necessarily driving sales for featured brands, users are completely engaged with lenses. Featured lenses are widely shared among users, and screenshots of particularly popular, interesting, or funny lenses end ups shared on other social media platforms.

Even if the lens is being mocked, that still leads to impressions since ultimately the ad is being spread when people send Snaps to friends and feature lenses in Snapchat Stories.

Right now, Snapchat is doing all the engineering for AR lenses. Agencies provide the ad assets and Snapchat creates the lens. Future plans involve opening up creation to select brands, as Spiegel announced in November.

Snapchat is testing a pilot program with Lens Studio, a self-service toolkit allowing advertisers to create their own lenses in as little as an hour. Eventually Snap plans on offering the AR toolkit to advertisers for free, but for now it’s only available to top clients.

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