Extreme Social Media Marketing

TRANSCRIPT:

 

Let's talk about the big pitch. One thing that I bring when I'm discussing this stuff, this is meant to not only be something directed directly at you guys, if you're doing social, if you're creating content online, but it's also the position I take with the client. Number one, when I talk about passion with the client and I gotta tell you that we're gonna push through this in about 45 minutes. This is a three-hour presentation when we went up there. I've got a lot of stuff that I pulled out in here, and I've condensed a lot of stuff. First and foremost, I talked to about anybody that I'm pitching and whenever somebody wants to come in and just hire me as a contractor it's because of the passion. Because I've been through the cycle, especially during search engine authorization where you work jobs, because someone's gonna hire you and pay you an hourly rate and you're out there pitching something like dry cleaning or bathroom faucets or, oh my God, insurance and it is the most boring un-inspirational stuff you're gonna be out there peddling to the world.

 

And, at some point in time you're out there, you're on Twitter and you're trying to get people excited about homeowner's insurance and guess what? You can't. And so one of the first things we have to recognize whenever we talk about the social space, and this doesn't necessarily mean about blogging 'cause you can create all kinds of informational stuff around concepts that aren't things that fill you with passion. But, when I'm talking about creating an audience that you're gonna be able to do things that are actionable with, this has gotta be subject matter that you are passionate about to be successful. 'Cause when I look across the last 10 years of me doing this, the campaigns that I usually take to people to show them how awesome I am at what I do, are always campaigns that I absolutely was just completely involved in because I loved everything about what I was doing.

 

The quote I have up there is this guy Kurt, from Houston in East Texas. He runs a camp called Camp For All and he tells this story to people, and he's not a marketer. He's a camp leader. And I saw him speak down in Houston at a marketing event and he starts with this story. He's got these pictures of this camp and he just sucks you in talking about being in the outdoors, about being in East Texas, in the piney woods, and there's pictures of horses and boats at the dock and all this kind of stuff, and we're all jealous and everything. And he's talking about... We're thinking he's talking about being passionate about what he's doing 'cause he's got a fun job. And he's kind of walking through his day at the camp and, even when he's off, what he's doing up there and then he pulls up a slide of one of the campers.

 

Now, this camper is a 12-year-old boy who has had his hands burned off his arms. He has stubs for arms, burns on 80% of his body and this boy got this way because a year ago his house caught on fire. And his family ran out into the front yard and his little sister was still upstairs by herself; a little baby sister one and a half years old. His dad was gonna run around the back to see if could get her. The brother ran upstairs through this wall of flames, grabbed the sister out of her crib, got a blanket, covered it in water in the bathroom, grabbed her up and ran back downstairs and now he is what he is today because he saved her. She didn't have a single injury on her. And these are the kids that Kurt has at his camp. And, of course, the room is dead silence. We're like, "Oh, that's not very fun." And his point is, "You're right. It's not a fun job. It's heartbreaking seeing these kids show up here everyday, but I am unbelievably committed to these kids."

 

"And that's why I talk about a passion, because when we look at the job that I have, it's not fun. It breaks my heart, but I cannot dream of ever doing anything in the world." And nobody knows about Kurt. He's out there at this camp by himself. He doesn't get any accolades. He's not in the news all the time. He's out there being a hero to one kid at a time because he takes a couple weeks out of the summer to show them how to ride a horse, to show them how to get along in life, with these new injuries. And to the extent that you don't have to be working on a campaign that deals with children that are burn victims. You don't have to be working on a campaign like we're talking about here where we're trying to feed people, but you've got to be passionate.

 

It can be fashion, oh my god if you look at YouTube and the top videos that are up there are teenage girls that talk about fashion and makeup, and these girls are absolutely in love with what they do. So the first thing I would suggest to the extent that anybody in the room can do this. And I had a mid-life crisis, so that's why I made the switch. So some of you are too young to go through a patch of mid-life crisis yet, but to the extent that you can stop what you're doing and either regain a new passion for what you currently do or stop what you're doing completely and change your focus. If you're frustrated about not being successful online and you hate your job, it's not rocket science. Okay? 

 

And the other thing that I want to do with a client when I sit down with them is reset their expectations. Because I don't want people to come in and go, "Well we're just gonna hire you to create a YouTube channel, a Facebook account, and Twitter account and everything will be fine." Right? No it's hard work. It's a pain in the butt. There's lots of ditch digging and you're gonna see from the way that I lay out a campaign for somebody, there's a lot of complex relationships and deep thought that goes into successful campaigns.

 

So you've got to make sure that the clients understand that when you sit down with them that this is not going to be a cakewalk. And the other thing that I'm doing here is when I walk in the door to introduce myself to the situation, I'm doing the negative sell because if they start hemming and hawing and start giving me grief, I'm gone. I don't have time to mess with a client that doesn't believe in what we're doing because if they don't believe in what you're doing, you will be guaranteed to fail. Period. You need to just leave at that point and go out and get some coffee. You're in Seattle for god's sakes, go enjoy it.

 

Okay, so one thing you want to do whenever you sit down and this is with your boss, this is with your business partners, this is with the clients that you're doing this for, this is for anybody of prospect, is you need to sit down and talk about what you know. And so in our fictional, semi-fictional situation current state of the campaign is they have... This is a 20-year-old campaign they've been doing this for. They've got a decline in participation, we'll talk about what participation is in a little bit. A decline in revenue. They had a peak year of $9 million in donation one year. Last year they had $5 million in donation.

And we have looked at how they run these campaigns and said, "You know what's happening? Is that you guys come at this problem by having one event per year." And in this situation we'll call it the phantom action event. So one time per year, you go out and you send out a bunch of direct mail instead of email because you're really forward thinking. And you send it all, these people that hold these events for you once a year. You get all these kids together to do a bunch of stuff; volleyball, and car washes, and a sleepover, and whatever, and then you leave for 11 months. And then the next year, you turn it back on and everyone's supposed to get all excited again. Well, guess what, 20 years ago that was fine. That's how we did marketing. Today, if youth are gonna be connected with what you're doing, you have got to be communicating with them all the time. There's got to be touch points throughout the entire year because you've got brands that connect with kids all the time and kids get bored with them in six months. You leave and think you're coming back, you're smoking crack. So our biggest issue with what they're doing right now is you're not allowed to leave anymore and the loss of $4 million in revenue every year should tell you that.

 

Okay, so define some key points. And this in and of itself blows people away because they're like, "This is social media. What's the big deal?" Right? No, there's a lot here. We have to sit down and agree with the prospect, you've got to sit down... And typically what we're doing, when we're going through this list... And those of y'all who are about to get writers cramp, I'm going to give this to you, slow down.

 

There's like three people going...

 

All of the things on this list are things that your client or your prospect should be comfortable with because they are standard stuff that you would do in any well organized marketing campaign. So you want to define your mission. What are the values of your organization? What's our objective? Oh my God, how many times have I walked into a customer that's pure frustrated because, "We started Twitter two years ago and we have no idea why we're doing it." "Really? Well, when y'all started Twitter what was the goal?" "Huh? We just thought we were supposed to start Twitter and talk to people." "No, you idiot, you have to have a goal." Why would you be doing anything in business if you didn't have an expected return at the end. If you don't have an expected return, how do you know what you're supposed to be doing? Define the context as it relates to the organization.

 

In this situation you've got a huge organization running this small campaign. They do all kinds of stuff. So in the overall culture of your organization, where does the sky fit? And they know about this stuff and we don't yet. And so we have to define that with them. We have to talk about that.

 

Who's the voice of the organization? I'm a fat, middle-aged, white man from Dallas. I cannot be the voice of your social media campaign when it's focused to 16-year-old kids. So I'm gonna be back here and teach people how to do the basic stuff, I am not the voice. And I [11:27] ____ a lot of people on social media get involved in social media 'cause it looks fun and we get to chat online. You've got to... This is very sexist... Man up and realize when you're not the right resource. It doesn't mean you can't be part of the campaign, but there are times when you are not the voice of the campaign. Your job is to shepherd, and to mentor, and to lead. Where are your existing supporters at and where are your prospects at? Decide what technologies we could use to reach them. Twitter, Instagram, text messaging, whatever you're gonna use. Listen to what's already taking place in this space. This organization had Twitter, Facebook and YouTube set up. And they were kind of on life support. They were no where else. So, whenever we start to set up new campaigns for them, our job is to sit there and have the organization listen to see and understand that people talk differently on Twitter than they do on YouTube. And that generally, people on YouTube are horrible, angry people.

 

Figure out how you can add value to what they do, so your expected outcomes again. Again, the topic is the objective. And then train local group facilitators and leaders in social media. In this situation, one of the key elements here was for us to develop a training program because for this to work, when you wanna get to the point where you're raising $9 million, and we have a goal at the end that we wanna do outreach to over a hundred thousand organizations, you can't do that with a group of five people in a marketing department in Seattle. You've got to figure out how to do it right and then share that knowledge.

 

So, building our personas. So, now we know that we're kinda going for youth, right? The next part of the exercise here, before we even start anything in social media, is we define who our audience is and this is an exercise that's two fold. Number one, is an exercise for the client to understand that we understand their client, their prospect. Because they don't want to hire us to do the job. Your boss doesn't want to let you something over and give you access to the customer which is the key to the future of the business, right? If you don't really show that you understand who that customer is. The nice thing about this stuff too is that we allow the customer or the prospect of this pitch to see a lot of data that they weren't aware of about their customer. These are people that deal with youth all the time and half of the information we present to them was stuff that they had never seen before because they're working off of very little information. And again, their primary resources for getting the word out are direct mail and email and they think that they're totally hip 'cause they're using the internet.

 

So, we build some stuff out. And of course there's... We're in a room of about 20 people and of course, the two youngest, hippest women in the room, "Pinterest, I love it." Nobody else knows what it is. One of the interesting things that I can personally vouch for is that second to the last one. [14:22] ____ is more willing to give up her allowance, body, clothes and going to the movies than giving up their internet connection or mobile phone. I've got a 13 and a 10-year-old daughter now. I can threaten to brand them and that to them would be better than losing the phone for the day. Losing their iPhones is... If you've seen The Incredibles, at the end of The Incredibles when Jack [14:50] ____ the ball of fire. That's what my daughters do when they lose their phones.

 

And to understand the emotional impact that has on a kid, to realize again, the power of that when you're communicating to children, number one. Number two, understanding that that's where you need to be if you're gonna get their attention. Some of the kinda cultural and personality things, more socially responsible. Most of the tech startups that I'm aware of today, and I would say 70% deal with doing good for the world. And I mean good as a capital G. And you've got people who wanna be filthy rich to build awesome apps or build awesome websites but it's all about empowering other people to do good. More concerned about the economy than terrorism or wars. Generally feel like the world that they live in is gonna stay the same or get worse. So, these are kids that are going... This is kinda weird. We're talking about a generation that their entire lives or 90% of their lives, we have been a nation at war.

 

Which is bizarre to me. 'Cause when I was born I kinda grew up through the 70s and the 80s and for the most part, I never knew war. I always had the threat of the Soviet Union and nuclear war as a child and that kinda bird view as a child. But these are kids that have grown up that we have had troops on the ground killing other people for their entire lives. And the news and culture has always been infiltrated by that kinda stuff. So, kinda aware of the fact that everything they know is Columbine, 911, the war on terrorism, which shapes their buying habits and it shapes the way that they wanna go and affect the world and whether or not they're... I mean, surely they're concerned about things like fashion, and music, and culture, and brands, and things like that.

 

But they're also very much more aware than some recent, previous generations, about war, and the plight of other people, and social injustice, and stuff like that. Right now, what do they listen to besides the fact that politics are more divided than ever when it comes to conservatives and liberals. But you've got something that's supposed to be amazing like the Arab Spring, and we've had nothing but 10 months of Syria in the streets killing its own people with tanks. That's what they hear all the time. So from that perspective, we certainly would go in... And what these are, these mood boards, we go in and create these primarily to kinda get a new client to understand what we feel like that this audience is about.

 

So these are basically posters. We have them printed up in Seattle. Before we go into the meeting we have them kinda set up in the... Around the room and the ceiling and so... We have somebody else on the team who is an expert in youth culture that kinda gets up, I sit down. She gets up and she walks through the stuff and kinda talks about in general, what these brands mean to the kids and kind of how that translates to the buying habits and stuff like that. So, from the perspective of you sitting down and understand... Even if you're running your own campaign, these kind of exercises... Well, I'm a programmer and I'm very kind of technically-minded, these kind of things really, really help me to get kind of understand and know who my audience is.

 

Annie Leibovitz, the awesome photographer, she has a quote that says, "Whenever I ask somebody if I can take their picture, what I'm really asking is I wanna get to know you, I wanna be your friend." And she has a basic kind of personal rule that anybody that she was close to, they had to sit down for her and have her photograph them multiple times. 'Cause that was the way she learned about those people and the way that she felt connected to them. This stuff really, really helps.

 

A couple of other things about kinda positioning now. So now we've kind of gone through the social and yet we haven't even created an account yet, because it's like, "Ahh". [18:44] ____.

 

We haven't even created an account yet. And we've been talking about positioning ourselves and understanding what we're gonna do before we get going. It's kind of like learning how to drive before you get your license. The next thing we wanna do is we wanna say, "Okay, now how... We have got to... " Like any marketing campaign, you've gotta have a hook, you've gotta have a tag line. And it doesn't mean that I'm getting it up on Twitter. And our tag line is gonna be, "It's just not fair." But it doesn't mean we're getting up on Twitter and every time we tweet something we're gonna go, "Just went to the bathroom, it's just not fair, www... Whatever." Yeah, we're not going to do that. But this is, again, this will kinda bleed through all of our collateral and all of our advertising online and offline and kinda helps keep us centered as a team on what we're doing. The reason why we chose this, and again, this isn't something that the client has accepted, this is us pitching this to them. 'Cause they've already got a brand that's 20 years old, remember. What we're talking about, repositioning this in a number of ways. And in one of the ways that we're trying to... Talking about repositioning this stuff is their marketing for the last 20 years has been very much driven by, "I'm the guy that's 50 years old that's out trying to help feed people, and I think that you oughta know this, kids."

 

And that's what their marketing looks like, "I'm gonna make you feel bad, because I'm Sally Struthers and I'm sitting out here on TV eating a sandwich talking about how these kids are starving. And I'm scaring you, 'cause all these kids are out here starving, but I'm too stupid to hand them my sandwich." That's what their marketing is, right? So we're kinda saying, "Look, here's the deal, while we have a generation that is very much focused on the world around them, they're also, because of their age, still very self-centered, right?" And so the marketing has got to be something that speaks from their heart. And so when we talk about all of this stuff, about famine, and about people not getting the basic things that you need to survive in life, when I think about my kids, when they really... Whether they're really guilty or not, their answer whenever I come down on them is always the same, "That's not fair." That is, a 10-year-old, short of hearing some bad word somewhere about the worse thing she can do to try to push me back and win the argument, is for her to stamp her foot and go, "That's not fair." Sucks that it never works for her, because the answer to me is, "You're right. Come on, too bad." So because of that... And everybody else in the room who has kids are like, "Oh my gosh, I hear it all the time." This is kind of what we settle on.

 

And so this is something that has a much deeper meaning, goes to a child, or the youths understanding of what justice is about. So this is what's gonna anchor our campaign. And then lastly, before we get to some of the execution, what does the local group facilitator experience once they sign up for the famine action? So these are people that can be in small groups at school, youth groups at a church, they could be any kind of a local organization that wants to pitch in and help us with this cause. And these can be secular, or they can be faith based and most of these campaigns typically are run from churches, 'cause they're just inherently more organized. What are they gonna get? So this is a key element when we come in to this client, where we're starting to really kind of make them feel good because we're kinda smart, right? But we also don't want to scare them by coming out and going, "Direct mail is dead, we're going all on Instagram and everything, and not even Twitter." We're not gonna do that 'cause it's gonna freak them out. They're not gonna hire us and we're not gonna be successful.

 

So it's really important for them to understand that we know that these group facilitators have been doing this for 20 years in some cases, and we need to make sure that we have some continuity with what we're doing. And we're making small changes to kind of re-brand this organization and this event. We're gonna make sure that we're gonna have this event still, we're not throwing out the yearly event, but we're gonna have some twists on it. And we're gonna make sure that when they sign up as a group facilitator, that they're gonna get something in the mail, they're also gonna be invited online. This organization doesn't have a place on the web for people to go to donate and stuff like that. This is one of the biggest issues with seeing... I laugh, because it's so stupid. They have these live events once a year, and these leaders of the events collect checks and cash from kids and then have to send it in to this organization. And we're like, "You know you can take your credit card online, there's this new thing called PayPal." So we're kind of... We're gonna work on something.

 

We've gone through all this stuff and this last line is, "We challenge those energizing catalysed by... Catalyzed by Fame on Central. So all Fame on Central is, is basically a WordPress site that pulls all this data in from all these different social media accounts. And one of the things that we wanted to kinda show to them... This is gonna be hilarious, if somebody videotaping this and I fall through this? I feel like I'm at a school cafeteria. One of the things you wanna do besides the basic stuff like having Twitter, having YouTube feeds and having Instagram. And Instagram is critical because we went to... Everyone at our organization went to our kids and kind of said, "Where is it at?" And I knew that my kids' faces were in Instagram 24 hours a day. But everyone at the agency, their kid said the same thing, that Instagram is where... And we're talking about 10 to 18-year-old kids. That's super, super important to them.

 

The other thing that we're talking about... And because they have this one event, these events were always kind of self-contained silos. So what we were gonna change on this for this Fame on Central, and I've taken out their logos and this stuff, was that this was gonna become a contest or a challenge now more than just a singular event where everybody gives their money, and you just don't hear about it anymore. The leaderboard up here... We will be able to take funds online for people, Kickstarter or something like that, and then track what organizations and what schools are in the lead. And we will have sponsors and partners of this organization that donate funds, that donate prizes. And so the intention being that the person or the school that wins the... Or that collects the most money, wins $10,000 cash for their organization. The one that comes in second place wins $5,000 cash. So if you're thinking about the fact that how do I get all these other groups that have never participated in this to participate, what about my kid's baseball team? Could they use 5,000 bucks for new bats and new equipment? What about the school band? Could they use $10,000 to replace drums and things like that? 

So we want it to be... 'Cause this group, while they always encourage secular groups to be involved, they never did anything to kind of reach out to them. So every one just assumes that this is just a Christian based organization. And we're saying we need to kind of not deny that because the Bible tells you not to do that. But we need to make sure that we're inclusive, encourage people, incentivize people outside of faith based organizations just to be involved, too. And I have to point out 'cause I'm a proud dad, the leaderboard there, the second school up there, Lucas Christian Academy is my daughter's school. And that's actually the leaderboard. Their school has 179 students. It's one of our biggest things with competition. With the people I'm working with was...

Well, what happens if you give this little tiny school that doesn't have very many students at it and they can't compete. And I said, "Let me tell you a story." So Coles, a year and a half ago had a contest where the people that would get their friends and family to give Coles the most likes on Facebook would win a half a million dollars. Our school in little, tiny Lucas, Texas has 179 students from kindergarten to 12th grade, that's the entire student body. The top two schools won $500,000 each. These kids went out and the school made it a mandate that for three weeks, the teachers could not assign homework, 'cause all the kids had to be out getting signatures and getting likes. And we would have the kids showing up to grocery stores with laptops saying, "Hi, could you help us with a contest?" Getting people to walk over, log into their Facebook account, like it, and log out. We came in second place and won a half a million dollars.

 

And this is a national contest. So from the standpoint of can the little guy do it, all of these other schools, every one of the other ones had over 2,000 kids in their entire student body. We only had... We had less than 200. So it can be done. And it goes back to the passion thing. We were bound and determined to get that cash. And nothing was gonna stop us. The school got behind it and said no homework for three weeks. And we were out at concerts, we were at FC Dallas games, we were at base... Every where we could go where there was a crowd. And tell you what, you have a little red-headed eight-year-old girl walk up to you with curly hair asking for a vote, you're gonna vote.

 

So we know the power of the children.

 

Okay, so that's kind of [27:42] ____. Clearly this guy here, this is a mock up. None of that works. That's done in Photoshop. But certainly the prospect is like, "Holy cow." Because they can now visualize. I've learned a long time ago, by telling people all the neat stuff you can do, there's nothing like going and giving somebody something to look at. To make them go, "Oh, okay that's what you're talking about. That's something we've never done before." And even though we know and they know that it's not gonna end up looking like that in the end, when you're especially pitching against somebody else if you're internal, and you're pitching for a budget that may go somewhere else, or if you're an agency, you're trying to pitch for a new prospect, the more of this stuff you bring to the game, the more likely you are to win because it shows that person that you're pitching to that you mean business, and that you're gonna get it done for them.

 

Still, so you show them the eye candy. And then our next step is to say, "Okay now, let's logically go through the reasons why that website, that family central, makes sense for this campaign and how it's gonna benefit us." So we do things like connecting the... Connecting the informational educational content, and then [28:50] ____ participation, encouraging participation, blah, blah, blah. There's a mobile application element to it. Targeting the ideal digital data. That's basically the same thing as Gen Z. We had to go back through this stuff because a lot of their marketing right now was completely flying past their target audience. Because even my 13-year-old daughter, the only reason why she has an email account is so she can sign up for her social media accounts.

She doesn't check the email. Email for her is like an afro or an eight track tape. She could care less about it. She's gonna talk to her friends. Even my 10-year-old daughter, because we don't allow her to have a cell phone yet, she's got an iPod. Her friends have figured out now that they can use Draw Something to text each other. So they'll go on to Draw Something, and they will draw their message out to their friend. And then they'll go to the next page, and they'll write out the answer, so the friend doesn't have to guess anything. And boom, the message goes immediately. The friend comes back, answers her message, next page, writes out the answer. Boom goes back. And she just sits there all day long. They're texting back and forth. 'Cause we will not let them at 10 years old... She's not getting on messaging. There's freaks out there. Like assistant coaches for Penn State.

 

And well, she's probably got to Draw Something. So we gotta walk through these different elements and again, because we have three hours to present, we would kind of sit there and pitch and talk to them about the details of this. I don't need to go through that with y'all but I just wanna kind of encourage y'all to say, "Hey, you've gotta bring the eye candy." But that's not enough, then you gotta sit down and give people, "This is why that mock-up makes sense of why it works and how it works for you." Typically, whenever you're talking to somebody and you're talking to them about convincing to use social media, it is always important some point, inside the presentation, and these are good to do up front or they're good to do kinda hit people in the middle. And you need to get them to understand what it means to be on these platforms as far as audience goes. The Dallas Morning News has less than 300,000 readers. 300,000 readers, in the Dallas Morning News. And from a public relations stand-point, getting an article about your company in the Dallas Morning News, in the client's perspective, is amazing. You got us in the Dallas Morning News. I'm like, "Well I can get you on Facebook, they've got a little bit more people on there." The other thing that I always mention about Google and specifically Google Plus is that we haven't talked to the client about search yet. And so this slide would typically come up around the discussion about search engine optimization.

 

But any time that Google or Yahoo, to a lesser extent now, but specifically Google and Microsoft are involved in anything that's social related; photography, video, text-based, anything. You participate. Period. Whenever you guys leave here, go and do a test, and go and take something off your website that doesn't rank yet with the Google search engine. Go and post a link to it to Google Plus, and within six or eight minutes, do a search for that again and it will show up in the Google search engine. And go and do the same thing on Facebook, and check it a week later and see if it's there yet. From the stand point of having an overall vision, 'cause we're talking about while social, is kind of the point of this discussion, you can't sell social by itself, you've gotta be considering search. You've gotta talk about e-mail marketing. E-mail marketing is still pound-for-pound the best spend that you can do online. You've gotta talk about it, these guys, DirectMail. Because it's an organization that is built upon direct mailings, however and they know this, they're terrified of it. Their donors and their supporters are literally dying off. Their average recipient of a direct mail piece is over 50 years old now. And they are waking up and going, "What's this internet thing?"

 

Because they just were intimidated by it and never got on the bandwagon. Typically, we'll kinda go through and say, "Okay, here are the things that we're kinda concerned about, this fear of the social space. This is where traffic comes from. The reason why you don't hear too much about Google Plus in the press group we're still gonna be on it is because of this." And you start kind of peppering the conversation with, now that we've talked about who your customer is and the fact that we understand it, now let's talk about where we're gonna be online in order to engage with them. Then we go onto search and I'm not gonna go through this slide, you guys have seen it. Anyone who's seen me talk and kind of see me go through this kind of 15 minutes of the basics of search, but you do kinda need to sit down and at least give the client a kind of a high-level of how a search engine works and the fact that while you are talking about content, you're talking about passion. And we're talking about anything that you would learn from copy blogger, from being a good... If you suck at writing, don't write. I suck at writing. That's why I do photography and film. And you have to acknowledge what your weaknesses are and what your strengths are. So understanding how the search engines work and how not just communicating and engaging with people, but creating content that feeds those algorithms is critical.

 

Because that's gonna add to your budget, that's gonna add to your effort to be able to do that well. And if you're doing all this stuff and ignoring the search engines, guess how your client's gonna check on whether or not you're doing well? They're gonna search for themselves on Google. Which means, you're not gonna have the contract or you're not gonna have the budget very long, 'cause you're not gonna show up.

 

Let me give some basic examples of what that looks like, performance wise, and the search engine on site. Talk to them about how we find the right keywords, talk to them about how you integrate the keywords into their content. Talk to them a little bit about trends with 'em, because again, now that we've [34:35] ____ level set who the customer is and who our target is, we now need to level set with social networkings have a 43% increase in time spent on them from last year, e-mail marketing has got a 40% decrease. So while there's a lot of people still using e-mail marketing, it's still important, we need to make sure that we need to be trending towards being online more and being in that space of the other. Show more graphs, more stats. They love stats. Seriously, the reason why you do this stuff is because I can be up here and I can tell you all this stuff that I know that's kinda from my gut.

 

But whenever you're trying to to explain this stuff to somebody else, it's critical that you use third-party, objective information to back up what you're saying so that they can trust the fact that, "Hey, I think you need to be over on Instagram." "Well, this is just because you like Instagram or is there some data to prove that?" You need to go and find Nelson or find [35:28] ____ or someone else that has done some research. And in some situations you may find that you're just simply wrong. And the worst thing you can do is go up and pitch something to somebody then have someone come in behind you and tell people that you were wrong and prove it. So make sure you're verifying what you're telling the customers. It's not bad to figure out that you're wrong, it's a good thing. It may be sad, but it's not bad. So make sure you're using third-party stuff and them, boom. This is what we're gonna use. So you kinda say, "Okay, now for your campaign, we start actually doing strategy." And I hate, I hate, hate, hate giving strategy to clients. To the extent that I can do enough and the reason why I do this is because they haven't hired me yet, right? I mean all you guys, you hate going away and giving away the milk without them buying the cow. But at some point you've got to tell them enough so that they trust that you know that you can get it done. But, you need to leave some of the secret stuff out of the process.

So, not a big deal to go in and say, "Okay, based upon what your needs are, these are the platforms that I'm gonna be focused on," you know, either Drupal or WordPress. We definitely want to use our RSS. Here's the social networks we're gonna use, some these are gonna be tertiary sites that we're just kinda tossing content on. Other ones, we're gonna be heavily engaged in them." And then you talk about some details. You kinda go through... Listen again, when I've got three hours I can spend 20 minutes kinda going through every single social media site and explaining how it benefits and how it makes sense for their organization. So for this pitch last week, the ones we pulled out were Facebook, Flicker, Four Square, Google Plus, Instagram, Kickstarter, LinkedIn, Pinterest, text messaging, StumbleUpon, Tumblr, Twitter, and YouTube. That sounds like a lot; it's really not. There are hundreds of social media sites out there.

 

Then we talk about, in the very beginning, we talked about goals and objectives. Then we talked about how we're gonna measure. Now, we know that these guys, because they're not terribly forward thinking, don't have Omniture installed. They do have Google Analytics. But they don't have any kind of dashboards in place. And because we're just introducing them to the concept of really integrating social media into what they're doing, I'm not gonna come at them and try to get them to write a check for Omniture 'cause they're gonna laugh me out of the building. So in their situation, I've gotta come to them with almost free tools that will get the job done. It's like the gateway drug to analytics. When they start seeing some of this stuff, what I'm hoping is that they're gonna start missing some details and data and then they're gonna go, "Well how can I get this?" "Oh, let's step up the mutual line." "Well how can I get this?" "Well that's gonna require Omniture." "How much is Omniture?" Then it's their decision. It's not you being the bad person expecting a ton of cash because you're already provided them with a dashboard and the analytics. It's them making the decision of what platform they need to select to get the data they want.

 

It's also helpful because organizations tend to get into this data trance where they spend all their time looking at numbers and forget about talking to people on the internet. It happens all the time. And then we give them a wow. We need to go and do something in social media, demonstrate actually executing something in this small thing. We've presented all this data to them about their customer, about where we're gonna be, and then we wanna come and we wanna show them, "This is something that we've done that is completely different from anything else you've seen or you're gonna see," right. If you've seen me talk, you guys have seen me do this many times when I've talked about using Exif data in photography and how that can you know do on the search rankings. So I'll kinda go through my schtick and I say, "Okay, Flicker." The reason what we're using Flicker is not because I want people to look at pictures of starving kids. The reason why we are using Flicker is because it feeds the search engines. Then I say, "Okay, on the basic level, those of you guys that have iPhoto, you'd go and add data to your pictures, blah, blah, blah. But, for those of us that have things on Photoshop and [39:21] ____, there's all this other tech space that can be added to your photography. Boom, when we employ the stuff to the internet. It's not that we're shoving all that text in front of the user. The user just sees the description, right."

 

So I go through the technical reasons why this stuff is important to a search engine. I talk about the terms of service on websites, what you can and can't do. You don't want to get your sites deleted and stuff like that. Then the big coup de grace is, what does this get you? Well you search for social media expert and boom, out 13 million results and I'm number one because I do this with pictures. Now one caveat is that I'm no longer number one, because I've pulled that website offline. However, one thing that's neat is that in order to test this theory to see if this works, the new website that I am focusing on for Social Media Expert, which I started about a week and a half ago, is currently number 10 on Google. So for me to take a domain that literally is less than 45 days old and be on the home page, in that amount of time for a search phrase because I'm optimizing content from Google or from Flicker and most of that content is being directed by 301 redirect, is pretty amazing. I'm amazing, I'm awesome.

 

 

Okay so we've gone through all the stuff and the client's head is spinning, "Oh my god, that's too much information." I've gotta kinda slow down and say, "Let's talk about the stuff that you guys know again." Your group facilitators. This could be youth leaders, they could be teachers, they could be band leaders, whoever. Let's talk about what they see from us whenever they go and sign up for the account. Now, stuff that our client is comfortable with, email. So I am getting them comfortable. Again, they're real anxious right now 'cause I got all this crazy stuff about photography and Flicker. I come back and say, "Okay, let's talk about the email plan." And we talked about the intro letter that someone gets whenever they sign up. Then we talked a little about direct mail piece. So in this box... And we have stuff marked up. So within that four-day time period, I had the creative agency go in and pull together what this welcome box would look like that got delivered to them through UPS or FedEx. So we came with temporary tattoos and stickers and some things that would be inside that box, a printed out letter that you see over there of what it would look like.

 

And we talk with the client about, "For us to re-envision this campaign for you, we're gonna do something you guys have been doing for 20 years, that everyone here loves it. You've got staff that's supposed to be punching holes in paper to fill in the binders so they won't be fired, so let's go through this stuff." And we walk through that stuff and everyone's feeling comfortable again then we come back with again email, and we say, "Okay, so they've gotten the first email, they've gotten the box in the mail, the direct mail, then we're gonna hit them up with a second email piece," and this is where we go and take what they're used to doing... This is my [42:04] ____. I just [42:07] ____ Peter Herman. This right here is the piece where we merge all this stuff together. 'Cause now we say, "Okay, we've gotten the email marketing out, though we've talked to you about social media... " When we found out on a Thursday about having to go to Seattle on Wednesday about doing this stuff, the first thing we thought was, "How do we integrate a video into the piece?" And so Friday we went downtown to Dallas and we did some down the street interviews and I took that footage and on the Father's Day weekend I took that footage and built this video.

 

And one of the interesting things about this video, probably should wait to tell you afterwards, but want me to show you about these videos that we took a little bit of humorous approach initially about the subject, which is something that that was blasphemous within this organization because we're talking about famine. But what we wanted to do thinking about the audience is can we do something to kinda let people chill out a little bit first and then hit them with the hard stuff. First of all, they've never sent out an email with even social media buttons on the email much less embedded video. And when the video is done I'd talk to them about how the video is actually embedded from YouTube and analytics and blah blah blah. And I'll show you what this piece looks like. And again this piece was shot and edited over a 48-hour time period.

 

 

 

So that's how we pulled that branded back into the video piece.

 

 

Well the funny thing is about that is when I started making home movies, I knew my movies were good when my wife cried. And so we played that piece and we had three or four people at the table sobbing out their eyes. We're like, we knew we have a winner. And that's kind of the point of this stuff. Because it is a terrible subject, right, but you've got to get to people's heart. And that's what we talk about passion in the beginning. You've got to be able to have pieces that get to people's soul to make them respond in a way that you need them to respond in a lot of cases. And it doesn't have to be famine. Apple does that to a child. My daughter would stab me if I took her phone away from her. There are plenty of things that can be emotional that don't have to be. So we talk about that, we moved into a next piece where we say, "Okay, now you've got your event that you've been having every single year now, we're going to introduce something new to the event, we're gonna do a live stream of the event." And the reason why I brought this up is because I've got the experience of holding these developer camps around the world and we'll go and we'll hold an event at a city and we'll live stream it to dozens of cities at the same time.

 

I know the technology exists and I know it works and it's a way for them to reach all kinds of organizations that can now participate in a much larger event with celebrities and spokespeople than they could if they were just the lone United Methodist Church up in Brownsville, Montana with four kids in the youth group. And so a lot of what we're doing is we're kind of thinking about, "Well, how did Obama raise so much money for his first campaign?" He did it by getting regular people to donate $5 and $10 at a time, and so how do we take this organization and quit being exclusive with only working in metropolitan areas and be inclusive of the Bible Belt and of the Midwest and all these small towns that we fly over between Dallas and LA, or New York and LA, and get them involved? And we can do that through a three-hour telecast through Ustream or YouTube or something like that. So we introduce that concept to 'em, we bring 'em back back around with, "Okay, the second... " You know, I'm not gonna play any more videos, but another video that guy talks about somebody who's a leader in the space. This high champ is unbelievable with conveying to youth about how this relates to them in their own world, and in the small things they can do that can have a huge impact on a kid's life.

 

Then we talk some more details about the national event, what we're looking at in the national simulcast across the country, and of course this is done through IP, through the Internet; it's not television. Broadcast live from what we'll call Famine Central, which is a tie-in to the actual website. We will actually have a selected group of two dozen kids from around the country that will become correspondents to this event, and we will actually have all one of them over in the Horn of Africa all the time reporting back. Then they're reporting back from Instagram, with YouTube, with Twitter, and with Facebook. So we're gonna select kids to go out for two weeks at a time and actually be the voice. And we talked earlier about how the fat middle-aged guy can't be the voice of the youth; we'll go get the youth and get them to be the voice for us, and not only that, we will have them on the ground and doing it from the place that we're trying to help, and so these kids will obviously also participate. So as you see what we're doing is we're taking all of these concepts that they've been doing for 20 years, because a lot of this is A, you never want to come in and stop doing what's been working. And even though they've been losing funding, five million bucks is nothing to sneeze at.

 

So we don't wanna go in and take that stuff away, but we need to add to it and do things that help them grow into the future from a technology standpoint. And then after the event, what are we doing? Because this is the key element; we've been doing stuff leading up to the event. When the event is over how do we stay connected? Well we keep those social media accounts going with those kids that are the boots on the ground. The contest I mentioned earlier about the prizes, the contest awards get awarded about a month-and-a-half after the event so we keep people invested in what's going on for another 45, 60 days. Then we start immediately pitching for who's gonna participate next year. And so what happens now is we turn around and we turn the cycle back on, and we see now we're moving towards the next event. And then we start the email campaigns going, the social media stuff and all that kind of stuff. Talk about what we're trying to do with changing the attitudes of the people that are participating. So how do we create? Well we've got youth that are focused on doing things for the world, how do we drive a youth-driven worldview that says, "You've gotta help people that can't help themselves?" And we talk about some of those details, another video to wrap it up that's there, and then we go back and you say... Now you want to go back over your big points.

 

So at this point in time if the person that you're sitting in front of doesn't have buy-in, you're kinda done. But if they do, you wanna go back and reiterate the main points that you were trying to make during the presentation. And then they give you a check, which is the best part of the presentation, and then you start working. So I did that in 55 minutes, I'm surprised. So that is mind-numbing, and usually my talks are because I go through so much information in such a short amount of time, but that should give you guys an idea of how you can get people in your organization, or if you're an agency and you're selling this stuff, it's really critical at least from my experience that you learn how to integrate things that your prospect is comfortable with today. Show them how that social media can be additive, and that you're not coming in trying to rip out the foundation and start from scratch. 'Cause we in social media think that's the best path to take, "Stop what you're doing and do all the cool stuff." No one that's writing a check thinks that that's a good idea because the way that they're writing that check is the old stuff you wanna get rid of. So that's one of the key elements for us in the space we've gotta understand is make sure that we start working slowly towards a solution of these people using this stuff that they're comfortable with. So with that I'm gonna put up...