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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

TINA.org is helping the FTC crack down on Kardashian-esque influencers

(MARKETING NEWS) The Kardashians are just five of the seemingly endless amounts of influencers companies are using for marketing but TINA.org is over their tactics.

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tina kardashian influencers popeyes

A brand could find no better influencers than the Kardashians – the family who proved that you can get famous just for, well, being famous. Each Kardashian sister has an astronomical number of followers, making them obvious trendsetters.

That’s why brands pay the Kardashian sisters – Kourtney, Kim, Khloé, Kendall, and Kylie — tens of thousands of dollars a pop to post pictures of themselves on social media using their products.

Perhaps you find it hard to believe that the Kardashians stop by Popeye’s Chicken to grab a to-go meal before boarding their private jet. Regardless, the Kardashians, and the brands who pay them to pump their products, would prefer that you believe that these endorsements reflect the Kardashian’s actual preferences, rather than the paychecks they receive for posting them.

The Kardashians have been attempting to make their endorsements seem more “authentic” by totally disregarding Federal Trade Commission (FTC) rules that require influencers to disclose when their posts are paid endorsements.

In August of 2016, Truth in Advertising (TINA.org) filed a complaint about the Kardashians to the FTC, saying that the (in)famous sisters had “failed to clearly and conspicuously disclose material connections to brands or the fact that the posts were paid ads, as required by federal law.”

After receiving a finger-wagging from the FTC, the Kardashian sisters corrected less than half of the posts, generally by adding #ad to the post. The remaining posts, according to a recent TINA.org follow-up investigation, either have not been edited at all, or contain “insufficient disclosures.”

For example, some posts now read #sp to indicated “sponsored” – as if anyone knows that reference. In another tactic that also got Warner Brothers and YouTube influencer PewDiePie in trouble with the FTC, the Kardashians are posting their disclosure information at the bottom of a long post so that users will only see it if they click “see more.”

The Kardashians have also been posting disclosures, but only days after the original post. Considering that the vast majority of viewers comment on or like posts within the first ten hours after it’s published, most of them will never see the disclosure when it’s tacked on days later.

Some of the “repeat offender” brands, who came up both in last year’s complaint and in the recent review, include Puma, Manuka Doctor, Jet Lux, Fit Tea, and Sugar Bear Hair. This time around, the Kardashians have also failed to disclose sponsorship on posts promoting Adidas, Lyft, Diff Eyewear, and Alexander Wang.

TINA.org found over 200 posts on Instagram, Facebook, and Snapchat where products are promoted without the Kardashians letting on that their raking in big bucks in exchange. The organization has notified the Kardashians, the brands they represent, and the FTC.

The FTC has recently been cracking down on deceptive influencer marketing, targeting not only the brands, but the influencers themselves.

In April, the FTC sent letters to 46 social media stars reminding them of their legal obligations to disclose, and followed up with 21 letters in September warning the influencers that they had until the end of the month to disclose sponsorships, or face legal consequences.

“The Kardashian/Jenner sisters are masterful marketers who are making millions of dollars from companies willing to turn a blind eye to the women’s misleading and deceptive social media marketing practices,” says TINA.org’s Executive Director Bonnie Patten. “It’s time the Kardashians were held accountable for their misdeeds.”

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Business Marketing

Dove dropped the olive branch with new ad campaign

(MARKETING NEWS) With any ad campaign there will be misses but take a note from Dove’s playbook and learn how to not repeat mistakes.

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Dove’s latest Facebook ad really hit the mark for whitewashing in advertising. The ad, since removed, essentially implied their soap could turn a black woman into a clean white woman.

In a three-second video on the company’s Facebook page, three women transformed into the next when they removed their shirts. The first transition caused an uproar: a woman of color lifting a brown top over her head to reveal a different woman, who is very, very white.

Although the white woman then lifts her shirt to reveal another woman with darker hair and a darker skin tone, the initial transformation is problematic in its implications of whiteness as cleanliness.

Dove has since removed the ad and issued an apology, stating in a tweet “In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused. The feedback that has been shared is important to us and we’ll use it to guide us in the future.”

Wait, haven’t we been here before? At this point you’d think skin care companies would have realized a little more delicacy is required when rolling out ad campaigns. Remember Nivea’s disastrous, short-lived “White is Purity” mishap? How about Dove’s other blunder in their 2011 VisibleCare ad?

These featured another series of three women standing in front of close-ups of skin, with the darker skinned woman in front of the “before” label, and the woman with the lightest skin by the “after” picture. Although Dove didn’t intend to imply white skin is cleaner, oops, that’s what happened anyways.

While Dove has gotten many things right in terms of inclusivity and featuring models of different racial and ethnic backgrounds, there have also been several instances of intentional racist missteps. Let’s use this as a teachable moment for handling marketing mishaps.

Whenever an ad campaign offends people, the company’s response can make or break the business. If you find yourself in the midst of a marketing crisis, you can take some mindful steps to manage the situation and begin repairing your public image.

First, acknowledge the problem and issue a genuine apology that gets to the core of what your audience is saying. Dove recognized they upset people, and instead of taking a defensive “sorry you felt offended” stance, took responsibility for their actions. Once an apology is issued, explain the original intent to provide context for the situation.

Dove meant to create an inclusive campaign featuring a diverse cast of women. Lola Ogunyemi, the first model featured in the now controversial shirt ad, has even defended the ad. She stated, “I can see how the snapshots that are circulating the web have been misinterpreted, considering the fact that Dove has faced a backlash in the past for the exact same issue. There is a lack of trust here, and I feel the public was justified in their initial outrage.”

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Business Marketing

Aori helps you pack a punch with AdWords

(BUSINESS MARKETING) Aori is the newest tool designed to help anyone using AdWords to kick more butt.

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google adwords aori

Search ad campaign managers constantly wrestle with the best way to organize their keywords into campaigns. Most of these decisions strive to balance the time needed to manage the campaign with efficiency of campaign expenditures.

Take the SKAGs strategy, for example. The SKAGs (Single Keyword Ad Group) system is setup to trigger a unique ad for every single keyword by placing each keyword in its own group.

There’s lots of literature touting the benefits of the SKAG system. Generally, the hyper-specific match between ads and keywords improves click-through rates.

This leads to higher quality scores, which leads to lower costs for click, which leads to lower costs per conversion. The tradeoff with this system is the setup. You could be looking at hundreds of keyword groups to set up and maintain, and that’s a lot of work for a small business or startup.

This is where Aori comes in.

Their system helps to automate the process of setting up a SKAG system for your AdWords campaigns.

According to the website, the tool’s primary function is to automate keyword generation. Users enter a set of “root keywords” and common keyword extensions, and Aori will automatically generate all possible combinations of those keywords for your campaigns.

Additionally, through Aori, users can create ad templates using a “dynamic keyword insertion tool,” to enable you to utilize the strongest ad copy across multiple phrases.

In what is the least clear value point of the whole pitch, Aori also uses what they call a “unique bid-optimization algorithm.”

There is almost no detail to be found on how the algorithm works. If the tool handles all bid management for you, this could be a handy tool for PPC novices who are less familiar with the process and lack the time to learn it.

Aori appears to run cheaper than the others we know of, but that may be due to the level of automation available. For example, Aori requires the user to feed it keyword inputs, both root and extension words.

It’s also important to understand where a SKAG system can and can’t work. It is likely a better system for smaller campaigns where ad testing wouldn’t yield statistically meaningful results.

Because every keyword group targets one phrase, you can’t readily say that improvements in ad copy will translate to other campaigns.

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