May 1, 2014

Marshall Kirkpatrick on how to connect with social influencers

Marshall-Kirkpatrick
Journalist-turned-entrepreneur Marshall Kirkpatrick after his talk at the Social Media Breakfast Club in Oakland (Photo by JD Lasica).

Follow the data and add value: Little Bird CEO’s advice to journalists & entrepreneurs

Target audience: Entrepreneurs, journalists, Web publishers, businesses, brands, digital marketers, advertising agencies, SEO specialists, educators.

JD LasicaRemember the admonition of the Watergate generation? Follow the money.

Well, new times deserve a new adage, and Marshall Kirkpatrick has one for us: Follow the data.

Marshall, a longtime if far-away friend, flew down from Portland this week and gave a talk at our 5-year-old Social Media Breakfast Club in Oakland. (We’re hosting BlogHer co-founder Jory des Jardins on May 22.) And, boy, was it riveting, if you care about ways that enterprising journalists can parse data to gain a competitive advantage and entrepreneurs can use a new set of influencer tools to identify potential champions. Continue reading

May 28, 2013

The harsh reality of Twitter: Popularity counts

EllenTwitter

To get traction, your social campaign needs 1,000+ followers

Chris AbrahamFew people hang on your every word. Everything that comes out of Ellen’s mouth is duly noted. Same thing with BieberGaga, and KatySeth Godin and (skinny) Chris Brogan only need to say something once. But if you’re reading this, there’s a good chance you’ll need to speak up, maybe repeat yourself, and be more persistent than the Earth’s top celebs or our most hallowed social media motivational speakers.

Yes, we might be heroes to a few people in our lives — our moms, our dads, maybe our partners, children (if we’re lucky), and maybe a few people who either have deep crushes or are gunning for our jobs. Continue reading

September 10, 2009

5 questions for the author of ‘Trust Agents’

Chris Brogan & Julien Smith
Chris Brogan and Julien Smith, co-authors of “Trust Agents,” at SOBcon in May. (Photo by JD Lasica)

trust_agentsJD LasicaIt’s always cool to see one of your friends hit the best-seller list, and that’s what just happened to Chris Brogan, the Tiger Woods of inbound marketing. Chris (@chrisbrogan on Twitter) and Julien Smith (@julien on Twitter) have their first book out: Trust Agents, and it’s receiving quite a bit of praise from the social media cognoscenti.

Here are five questions I put to Chris this week about Trust Agents and social influence marketing:

1Welcome to the pantheon of published authors. Is it what you expected? How did you marshal your social media assets and contacts to help push “Trust Agents” up the best-seller lists?

Chris Brogan: It is and it’s not. I was surprised that publicity mechanisms don’t seem as attuned to the social media world’s new methods. Things seem to be the way they were years ago. I mean, our people at Wiley are wonderful, and I don’t know anyone doing it better, but I still think there’s more opportunity to do some new and creative things with book marketing. How did WE do the bestseller thing (twice, I might add: NYT and Wall Street Journal)? We asked our friends. I’m just lucky that I have ten thousand friends.

2With so many other books about social media out there, what specific gap in the marketplace did you want to fill with your book? What do you hope it adds to the conversation?

Chris Brogan: We didn’t write about social media. That was our magic trick. We wrote about how to be a human at a distance. Social media isn’t cool. It’s a set of tools. Connecting to humans is cool. That’s what we wrote about. We wrote about how to be human, and that’s timeless, baby.

3What’s the biggest surprise you came across in researching Trust Agents?

Chris Brogan:The biggest surprises are everywhere. We changed the entire structure of the book midway through, and turned it into a book about six big ideas with lots of how-to information and stories to back it up. That was markedly different from what we showed Wiley when they said yes. What else did we learn? That we’d uncovered ways to talk about building business relationships that had nothing to do with Twitter/Facebook/LinkedIn, but instead, had everything to do with understanding how people use those tools in the new world. Continue reading

August 20, 2009

Social media, brands and the way forward

JD LasicaThis week I attended one of the more interesting discussions around brands’ use of social media that I’ve taken in during the past year.

Your Brand, Their World at Razorfish’s corporate headquarters in San Francisco brought together a highly engaged audience of 100 social media and marketing specialists during an opening presentation by Garrick Schmitt, GVP Experience Planning for Razorfish (@gschmitt on Twitter) followed by an interesting panel with Megan O’Connor, Levi’s; Michael Brito, Intel; Marisa Gallagher, Razorfish; Sam Faillace, Shutterfly, and Jon Swartz, USA Today (moderator).

“We’re all intuitively going through these changes and we’re all intuitively interacting with [brands and media companies] in different ways without fully understanding what it all means,” Schmitt said.

Slide highlights: social media spending

• Schmitt offered metrics to back up the excitement around the explosion of interest in social media. For instance, in slide 3 of the deck above, you’ll see that in Interactive marketing spending (US), search marketing and display advertising far surpass email marketing, social media and mobile marketing social media in terms of dollars spent today. Social media spending will grow from $716 million this year to $3.113 billion by 2014, according to Forrester’s projection.

• Advertising dollars haven’t followed the audience’s migration online yet — but it will. Americans spend about an equal amount of time watching TV and going online today, but ad spending remains at 31 percent for television vs. only 12 percent for the online medium. (slide 5)

• Bad news for newspapers: Individuals spend 7 percent of their media consumption with print newspapers but the ad spend for newspapers is 14 percent today.

• You’ll find richly textured analysis of the trends in social influence marketing in Razorfish’s recent fluent publication (free download).

Panel highlights: rock stars and the 80-20 Rule

actor playing ajay bhatt• I love those new Intel commercials (“Our rock stars aren’t like your rock stars”) on PBS’s NewsHour and elsewhere, especially the ones featuring Ajay Bhatt, one of the inventors of the USB. I guessed that it wasn’t really him (Wikipedia is silent on his age), but thought those were real Intel employees. However, it’s an actor playing Bhatt, Michael Brito said, and indeed, all the employees portrayed in the ads are actors.

• Brito (@Britopian on Twitter) uses the 80-20 Rule in his tweeting: 80 percent is personal, 20 percent is business — an excellent frame of reference for companies just jumping into the game. He talked about the importance of reaching out to the community “in an authentic manner” through their social media efforts, such as the Intel Insiders (disclosure: I’m part of that team). “I’d rather have 100 people I have an authentic relationship than 5,000 followers” and an artificial relationship or no real nexus to you or your brand.

• “Social media is not the be all and end all,” Brito added. “Not every company needs a Twitter account or a Facebook app.” Continue reading