REPLAY: How to Become an Influencer [Facebook Live Show]

Posted on Posted in Advertising, Facebook Live, Influencer Marketing, Thought Leadership

Episode CUATRO of Live Online Learning (LOL)…

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Here’s what we talked about, in addition to attendee live questions we answered:

  1. Introduction
    1. What’s an influencer?
      1. An author, expert, TV personality, YT personality, celebrity or microfamous in a niche,
      2. Someone with followers and viewers and the ability to influence their audience-
        1. you’re not an influencer if people aren’t affected by you-
        2. you’re not an infuencer if you don’t have a following
      3. Some online influencers make 6 figures just for being themselves
      4. What the minimum you have to have or be to be an influencer?
        1. There are degrees of influence, but real influencers have a significant impact on an audience- if that’s a small audience they might not need to have 100,000 fans, but until you attract the attention of sponsors or media, you may not be that influential
        2. Once you have impact you’ll probably have haters- that’s a good sign- it’s hard to have haters without having a lot of supporters, it means you are pushing people in a direction and not everybody is going to agree- or you can just get a jealousy response from people who don’t like that you’re succeeding
    2. Anyone can become an influencer and get paid for it if they really want to
      1. Do you want to be a famous paid influencer, or an anonymous cubicle worker?
      2. Even if you don’t have a following you can get one
      3. Even if you don’t currently attract followers you can learn how to
      4. Anyone can make a living being an influencer if they work at it
      5. If you have beliefs, talent, expertise or even just a desire to talk to a lot of people? Then you should become more influential. Your voice, your perspective is important. The world needs your contribution. You deserve to influence an audience.
      6. Everyone who performs or influences large audiences experiences fear, even the best most famous singers and comedians- you can overcome it. It’s simply the desire to do and be your best, feeling the responsibility of a teacher or entertainer- use it to inspire you to prepare and to sharpen your performance.
  2. Network – personal
    1. Deepen your relationships
    2. Meet people in person
    3. Get to know VIP’s
  3. Network – online
    1. How many FB friends do you have? Grow to at least 3,000
    2. How many FB page fans? You don’t have to pay for page likes thru ads, but it’s a good idea until you have more than 5-10k. You should promote posts instead when you can, because having fans doesn’t ensure they’ll see your posts.
    3. How many LinkedIn contacts? Keep growing this, and keep it up with your email, Twitter and FB contacts- try to get over 1,000 at least.
    4. How many YT subscribers? YT and FB, social video is like the new TV- you don’t have a TV show to be famous or make money. And if you learn to do it well in social, maybe one day you could have a TV show too. Go for 100, then 1000, then 10,000.
    5. How many Twitter followers? It’s a good idea to have at least 10,000 – you can use tools like tweepi to follow the kind of people you want as followers and many will follow back.
    6. How many Instagram followers? Go for 5,000- there are tools to help you follow the right people and grow faster
    7. How many email subscribers? Email is one of the best
    8. ways to acquire a powerful list you can always go to for attention to new content or to sell things. Go for 10,000 at least; you need lead magnets- leadquizzes is a good start- but checklists are an easy way give value and get emails without a ton of work.
    9. How many podcast listeners? Podcasting is the new radio- even though it’s not mainstream, it’s a great way to have deep influence on people because they listen for a lot longer than people watch videos.
    10. What’s your monthly total reach? Aim for at least 100,000- you can increase this affordably with Facebook ads- do retargeting to stay in front of your web visitors, email subscribers and video viewers with your newest content.
    11. How much interaction or clicks do you get monthly? Some influencers aren’t really focused on website traffic- they do everything with YT, FB, etc but it’s important to have web visitors for retargeting and to get email subscribers- instead of relying 100% on social sites, since you can’t export a FB followering or YT subscriber list, you should own your list so you can contact them anytime you want- this is how Kevin Hart grew his comedy audiences, for example, and now he’s a millionaire.
  4. Teach
    1. What are you an expert in?
    2. How do you deliver value to an audience that will come to rely on you?
    3. Webinars
    4. In-Person Speaking
      1. Conference sessions and breakouts
      2. Paid speaking
    5. Facebook Live, YT Live
    6. YouTube channel videos
    7. Author books – author = authority
  5. Additional Credibility- what separates you from similar competing influencers? How are you better or different?
    1. Build a bio comprised of the following
    2. How long have you been doing this thing?
    3. Media appearances
      1. Trad like TV- Like Lewis Howes recently getting on Ellen or me being on Bloomberg TV news
      2. New like podcasts- not many give you credibility but it’s better than nothing, it proves people are interested in what you have to say- and it raises awareness of you
    4. Teach at an established college or university
    5. Bestselling books
    6. Working with famous companies or chosen by them, e.g. being an IBM futurist and one of the top social media experts LinkedIn says you should listen to
    7. Contribute to popular blogs
    8. Get certificates/accreditation- G AdWords cert/FB cert, e.g.
  6. Charisma
    1. Likability
    2. Humor- entertainment can have its own value even if you don’t teach- you could be an entertainer in the sports niche and make money from athletic companies- JP Sears does a great job of being hilarious about the niche in which he also does serious consulting
    3. Authenticity
    4. Personality
    5. Charismatic Leadership Traits from Professor John Antonakis
      1. Verbal
        1. metaphor and comparison,
        2. Story- do storytelling shows, study story structure and hero’s journey
        3. rhetorical question,
        4. contrasts,
        5. lists and repetitions,
        6. moral convictions,
        7. expressing the sentiments of the collective,
        8. setting high and ambitious goals, and
        9. creating confidence that goals can be achieved.
      2. Non-verbal – go to toastmasters, take improv and acting classes
        1. animated voice
        2. facial expressions, and
        3. Gestures
  7. How to get paid
    1. Consulting
    2. Sponsorships and endorsements- make sure to follow the FTC rules about disclosing when you’re being paid for what you’re saying, or you could get fined big time
    3. Live speaking
    4. Paid webinars

How Not to Suck at Live Video

Posted on Posted in Influencer Marketing, Live Video, Social Media Strategy, Video Marketing

hownottosuckatlivevideoHere’s the problem with LIVE VIDEO, which yes is a huge opportunity for those who use it well:

Most live Facebook videos I see make me say, “Ah, well that’s why you’re not on real TV…”

Be careful that, with your broadcast, you’re not saying to everyone, “My narcissism makes me believe that OF COURSE you will want to watch me now that I can broadcast to anyone! Why? Because it’s ME!!!”

And make sure you pay attention to how long people watch- video retention time is the most important metric and the biggest reality check. People DO NOT watch your entire videos.

Here’s the problem with live video:

  • Most people are not interesting enough, or
  • Trained on being on camera, or
  • Have any on camera experience.
  • And if they don’t care whether they’re interesting, then they’ll never fix any of that.

Yes, you’ll easily get a small number of people with a ton of time on their hands who love you who will watch, but if you want to reach more than say 5,000 or 10,000 people, you need to heed this…

There’s actually a whole industry for quality video- two in fact- TV and movies. And if you hadn’t noticed, it’s not easy to succeed in them.

The whole local news anchor trying to become a national news anchor thing… it’s tough.

Moving to L.A. and struggling to get into the movie business. The struggle is real. It’s hard. A lot of people never make it.

Why? Because even people who get on air or get into movies don’t all succeed.

Why? Because you have to be extremely likeable and talented to rise to the top.

The fact that you can broadcast is not some magical thing.

You still have to be interesting.

More interesting than the video of people snuggling with elephants that’s below you in the newsfeed, more interesting than the trending news about the new movie trailer that I want to watch.

This is why I think edited video is better than live video: edited video is shorter and quicker and it respects the viewer’s time and attention. It cuts from one shot to another every few seconds. It’s interesting.

If you do live video…

  • Do something that grabs attention, on purpose.
  • Re-grab attention every 30 seconds, on purpose.
  • Deliver value and tell them what that value is and why they should care and what it will help them with.
  • Continues to deliver value and make sure they know what it is every minute.
  • Be a pretty charismatic individual.
  • Try adding sexy people, funny people or explosions.

One of the few compliments I’ll give Gary V is that he is very attention-grabbing.

But not everyone naturally is.

If you’re not an extrovert from New Jersey who’s constantly dropping F-bombs (which is not only inappropriate for most of us, but I agree with Seinfeld: it’s cheating), you’d better be interesting in some other way.

So:

  • Why should I watch?
  • Why are you interesting?
  • Why is what you’re saying valuable?
  • How are you entertaining?
  • Are you making eye contact?
  • Are you smiling?
  • Are you likeable?
  • Are you engaging?

Be honest with yourself (your best friends won’t be, because a lot of times people think being supportive means being positive even when that means lying).

If you aren’t getting big engagement and views, you might need to make some changes.

  • Try improv
  • Try stand up comedy
  • Try toastmasters

All three of those will make you better.

Everyone starts somewhere, and you can get better.

The point is, realize where you really are at, and work at getting better!

How NOT to Connect with Influencers on Facebook

Posted on Posted in Facebook Marketing, Influencer Marketing, Social Networking

 

How Not to Connect With Influencers

I get a ton of Facebook friend requests. I already have more than 99,000 public followers and 3,500 friends. There’s a 5,000 friend limit, so I can’t friend everybody, and there are dozens of people from around the world that request my friendship per day. I’ve already written about this in The Biggest Networking Mistake Everyone is Making on Facebook… subsequent to that I did get one personal message explaining why someone wanted to connect with me, but it really didn’t do a great job of explaining why I should connect to them. I didn’t want to be a jerk about it with my answer but I also didn’t want to ignore it, so here was my answer:

Hey I don’t want to ignore your message- I’m going to be completely transparent- the key questions you to answer for somebody like me are:

  • “What do you want from me?”
  • “Why do you want my Facebook friendship?”
  • “What do you have to offer me?”
  • “Why do you need Facebook friendship to do that?”

So far you told me you’re in social media and inbound marketing which is awesome but there are thousands of people in that- and actually there are probably 50,000-100,000 of them internationally and since I can only have 5,000 facebook friends, I can’t connect with everyone who requests me on Facebook, so to be honest you have to do a better job of standing out and connecting- which is a great marketing lesson and networking lesson- what do you and I have in common and how can you evoke emotions around that in your message? You could use graph search to figure that out- I tell you that so you could apply it to networking with not just me but other influencers too.

It’s much more effective to friend someone on Facebook AFTER interacting with them somehow- in message comments or private messages or on the phone or LinkedIn or some other social network or in person… the absolute best way is when you know you’ve made an emotional connection already- you talked about your kids or pets or you shared a joke or a hobby. Then a Facebook connection makes sense. Sometimes people will connect without that, just on a business basis, but there’s a chance they won’t.

But to be  stranger and completely unknown and friend request without a message- you’re going to get ignored. If you do message an influencer, make sure you answer the questions above.