Good morning, Believe Nation. Today, we’re going to talk about how to succeed on social media.
And as always, as you’re watching the video, if you hear something that really resonates with you, please leave it in the comments below, put quotes around it so other people can be inspired and when you write it down, you’re much more likely to lock it in for yourself as well. Enjoy.
The mood that I have and the thing that I want to talk to you about today, and the variable of the difference of the companies that win it and lose, and the reason big companies go out of business, like Blockbuster and Woolworth’s, and things of that nature is that the only thing I do is I market in the actual ing year we live in. What I’m concerned about when I look at the behavior online of 99% of this room, and when I say this room, let’s throw everybody into it.
“The internet is the gateway drug to one-on-one relationships.” – Gary Vaynerchuk
The Fortune 500 companies I work with, all the startups, 99% of people are marketing like it’s 2008, 2004, 2002, 1997, 1994. And that, my friends, is the disconnect. The reason most people are giving up dollars and aren’t relevant is they’re not storytelling in the year that we actually live in because that takes storytelling where people’s attention is. The number one thing that connects to every single person in this room is we’re all battling for somebody’s attention.
Before you could tell me how great you are and how my life is going to be so legit if I get into this, or why it’s so delicious, or way healthier, before you tell me all that stuff, you need to get my attention. The internet is the gateway drug to one-on-one relationships. Let me say it again. Because I know there’s a lot of old school folks in here and listen, I’m an old school folk.
There’s a lot of old school folks that say, “Yeah, this new stuff, and it’s sad, “and everybody’s on their phone…” But we’re a business that’s built on one-on-one relationships. Let me tell you something, I’ve scaled the out of one-on-one relationships with this thing right here. And if you do not understand that engagement online is the gateway to one-on-one relationships in our world today, you are missing the culture shift we’re living in.
Post More Frequently
I think by far, the biggest tip I can give you is to post more frequently. Many brands assume they should only post once or twice a day on Facebook or Twitter, and I think that’s just wrong. My Twitter account has like, 75 to 80 posts per day. Google Plus has five, Facebook has five. So that’s, you know, that’s 80, 100 posts a day.
And my assumption is that not everybody who’s interested in my content is awake at the same time, and even if they are awake at the same time, they may have different consumption habits. Some people read in the morning, some people at lunch, some people at night, so, yes, you will, when you post more and more, you’ll get people complaining that you’re posting too much, you’re a spammer, you know, blah blah blah.
“The goal of social media is to create a very marketing and powerful platform” – Guy Kawasaki
But I can tell you, for example, with Twitter, I literally repeat my tweets three times, eight hours apart. And I track it with a bitly link and I can tell you, the first time I tweet, I get X clicks. The second time I get X and the third time I get X, so, you can either have X clicks or three X clicks and, you know, my attitude is, okay, some people are upset with that.
That’s just the cost of doing business. You know, the goal of social media is not to not piss off anybody. The goal of social media is to create a very marketing and powerful platform, so that’s my number one tip to brand using social media.
To get a big following, you have to read every day. You know, I wake up in the morning, personally, and I read, I read inspiring things, I’ll read some Emerson, I’ll read some, a lot of philosophy about life, I’ll read some narratives or biographies of people who inspire me.
“It’s important for you to be broadening your own mindset, your own philosophy about life, or business, or career, or whatever it is your topic is, and be broadening that by reading more in that area because reading more will make you more creative.” – Brendon Burchard
I get my mind in the morning, whether it’s on poetry, or philosophy, or a political figure, something that inspires me to be thinking in a bigger way. That’s what I do every day. I think it, your following ultimately comes from how big you’re thinking it is. You know, if you’re just micromanaging and living in one little world, as much as they want you to be a niche marketer, no, we want you to be a thought leader.
There’s a big difference, are you a niche marketer, or are you a thought leader? And I choose thought leadership and I think it’s valuable, I think it’s important for you to be broadening your own mindset, your own philosophy about life, or business, or career, or whatever it is your topic is, and be broadening that by reading more in that area because reading more will make you more creative.
And you already know, you know, readers are leaders, leaders are readers, and so, you got to be reading things that digest in your mind that all of a sudden will come out in a creative thought or a creative act. And it’s those creative thoughts and acts get you followed online.
The real funny thing to me in the world right now is that everybody is full of , right? And what I mean by that is when you look at people tweeting or Facebooking, they’re trying to disguise their ask by being witty. Right? Meanwhile, the one thing I know more than anything is that our collective bull radars today compared to 15 years ago, are dramatically better, and the kids, , their bull radars are excelling.
“Give value, give value, act human, do the right thing, answer, be there for them, have good, everybody on like, Twitter, everybody thinks you have to be funny on Twitter like, funny is like the one characteristic that works out.” – Gary Vaynerchuk
They just know it, right? So, what I’ve been testing a lot of and believe a lot of value in is jab, jab, jab, right hook. Give people value and funny stories, give them an animated GIF that just makes them laugh, right? That just makes, say happy Monday. It’s fine. You don’t need a business objective for every piece of creative. Because we live in a world now where it’s not just about campaigns, where you do two or three of them and you spend all your money, you live in a world where we’re doing it every day. A lot of it.
And so, we have the freedom, the creative freedom to actually act human, and bring a little value to them, bring value, bring value, bring value. Respond, engage, bring value, make it funny, make it newsworthy. And then, let’s all become grown ups once and for all and recognize we can ask for the business if we’re just authentic about it. A funny thing happens when you give a load of value up front, you guilt people into buying. And so, like, give value, give value, act human, do the right thing, answer, be there for them, have good, everybody on like, Twitter, everybody thinks you have to be funny on Twitter like, funny is like the one characteristic that works out.
Everything works on Twitter, it’s a human platform, but the problem is, most people don’t want to be self-deprecating or have empathy or be kind, like, there’s not that many. And nobody wants to put it out there, they think they want to put out something that gets retweeted. How about we listen instead of talk? People like that. Think about the friend that you would rather call instead of the friend that always calls you, and then think about who you want to hang out with. Right? And so we have to act human, we have to bring value, and then you say, value, value, value, and then you say, I wrote a ing book.
Right? And that’s kind of the science, you know, boxing is known as a sweet science, that’s why I use this metaphor for titles, how I think. I’m spending all my time and energy and I highly recommend whatever energy you’re spending on this, you spend more because the attention, they eyes, the ears of our consumers, they’re clearly going in these places.
They’re clearly going in these places, and if we do not figure out the art and the science of how to actually storytell to them, not use them as just distribution, realize how stupid it is to use the same picture on Instagram, Facebook, Twitter, and Tumblr, realize that, understand there’s a real science in this, a real storytelling battle going on right now in these platforms, and understanding that you as an individual act differently when you go into a boardroom in a business meeting than you would when you go with your girls to Las Vegas for the weekend, than when you would when you go out with your boyfriend. You’re still the same person but the context of the room changes the way you storytell.
I think that there are a few things to look at when you’re trying to master say, social media. And that is that social media is, in fact, very, very broad and you should be specific and choose one or two tools to focus on.
And by that, I mean, if you have a toolkit, if you want to be a good carpenter, you focus on one tool at a time. And similarly, I wouldn’t try to become an expert at Facebook, Twitter, Linkedin, Tumblr, WordPress, all simultaneously, choose one depending on the format where you feel most effective and that you enjoy.
You still need that enthusiasm to fuel you through all the learning curves. And then focus on that. In my particular case, I use the blog, which is WordPress based, and I focused on typically 500 to 1500 word pieces. Developed that as my heartbeat, this is a very important concept, that was my Grand Central Station, and if I did anything on say, Facebook or Twitter, it either was to broadcast the things I found interest or value to my readers, or to bring them to content that was on the blog.
“If you have a toolkit, if you want to be a good carpenter, you focus on one tool at a time” – Tim Ferriss
And that was the center of the heartbeat. So, focus on one thing at a time. And I think in life, as in social media, you can have it all, you just can’t have it all at the same time.
Model The Masters
Primary lesson that’s hard for me to get into people’s brains who want to learn about business or improving their financial situation is you go straight to the top. What most people do is they find a, like, if you want to grow your Instagram, you find a friend who has a thousand more Instagram followers and you’re like, oh, I’m going to get a tip from them.
Forget that, go straight to the top, who has the most. Taylor Swift has 50.7 million Insta followers, it takes the same amount of time in day to learn from Taylor Swift’s Instagram as it does, you know, from your brothers or your uncles or something like that. And I think the reason, and this implies not just to growing your social media following, I’ll talk about that in a second, some things that I’ve learned to grow social following, but this implies to all there is in life. You want to learn how to play basketball? Go watch old Michael Jordan videos.
“Primary lesson that’s hard for me to get into people’s brains who want to learn about business or improving their financial situation is you go straight to the top.” – Tai Lopez
You want to learn how to lift weights? Go watch some old Arnold Schwarzenegger stuff, some Lee Haney stuff. You want to learn to be healthy? Find somebody who’s a, you know, supermodel or something. I got a friend who’s one of the top male models of the world, the dude has like, an eight pack. Hang out with him, you go straight to the top, don’t be intimidated and don’t sell yourself short.
Back to the subject of growing a social media following, to me, nowadays it’s all about a couple things: it’s all about lifestyle marketing, and lifestyle growth. You know, people want, people ask me, “Tai, “you got this big house, like, “why can’t you afford a selfie stick or a tripod?” Well, I actually do have a tripod right there, but a lot of things people engage better, I’ve tested it, people want to know, it’s like, having a face-to-face conversation. So, make sure social media is not too stiff and stuffy, you know? Make sure, like, The Office TV show, some of you saw, I know Dwight Schrute, Rain Wilson, he was here at the house, I don’t know, a week or two ago and we were talking about how The Office, they would use these cameras which made it feel like you were in the actual office with Steve Carrel and you know, Dwight Schrute and all these funny guys.
And so, it upped their ratings, they did 202 episodes. So, whether it’s TV, whether it’s Instagram, even your video, even your entrepreneurial growth can be fueled by this reality slash lifestyle branding. So, I mean, you know, I got YouTube videos I’ve done, a lot of views, 60 million views that were done like this. And how was that, how did I kind of come to that realization? Well, it was by following people straight to the top, even if you look at a lot of these big people, whether it’s, you know, Taylor Swift, or Ariana Grande has a big following, and you look at the engagement of which pictures and which videos get the most engagement on their social, that’s information gathering sessions.
You sit there and you stare at it and you’re like, “Wait a sec, that picture that’s all formal “with the photographer that’s all stiff, “that one got, you know, 50,000 likes “and this one where it’s just like, “her like, with a camera going like, what’s up! “That one did 75,000.” Boom, clue revealed, clue reveals the answer right there to you so…
Evan: So, I have a couple quick thoughts on social media that I wanted to share and how to have success. Number one is you have to define your outcome. It’s important to know what you want out of this. Are you trying to build a personal brand? Are you trying to sell your product or service? Are you trying to just have a form of escape just to get away from your busy life and you want to connect with your friends? Understanding why you’re on the platform will help you devise a strategy to win. Number two is find your voice.
It’s really important that you understand that there is nobody else like you. There’s a lot of other people out there, they have their own opinions, their own voices, but you’re not going to succeed by just being a copy of somebody else. Your ultimate success will come by you finding your own voice and putting out content that you resonate with that other people aren’t saying those exact things.
“You need to understand, though, that your ultimate success won’t come by copying somebody else.” – Evan Carmichael
And so at the beginning, this is hard. At the beginning, you don’t know what your voice is, at the beginning, you’re still trying to figure it all out. And so, I think it’s actually okay to copy people at the start. It’s okay to copy somebody’s style of making videos, or making tweets, or making Instagram pictures. It’s okay to copy. And in that process, you learn about yourself.
You need to understand, though, that your ultimate success won’t come by copying somebody else. You will never be massively successful by just being a junior version of somebody else so, a lot of people copy my video style, as an example. They make their own top 10 rules or their own versions of what I’m doing. And that’s okay, it doesn’t bother me. They’re never going to have the success that I’m having if they’re just copying me.
But what it allow you to do, by coping those people, is then see, hmm, I like that, I like what Evan’s doing, I like what Gary’s doing, I like what Jimmy is doing, I like what Susan is doing. But I want to twist it up a little bit. And that’s where you’re going to have success. When you take what is working for somebody else, and then you twist it and add some flavor to it that only you can add. Because you can never out-Evan Evan, and I can never out-you you. So, go be you! That’s how you’re going to win.
You need to find your voice. And number three is is be prolific. It’s important that if you were trying to achieve a real outcome, and you’re trying to build a brand, you’re trying to sell product, that you are prolific in the creation of the content. You’re not going to get really great at it if you’re doing something once a week. You’re just not going to get really good at it. Try learning anything once a week without practicing in between, you’re never going to get really good at it. If you’re trying to pick up salsa dancing, or you want to learn Spanish, or you want to play the piano, if you’re only doing it once a week, you’re never going to get really, really, really good at it.
“You need to find your voice.” – Evan Carmichael
You need to be more prolific. The quantity leads to the quality. The practice leads to you getting good at something, and so, back to number one, if you have you a goal, if you have a business objective, and this is important to you that you have success with it, then you need to dedicate time for you to learn it, to get good at it, to practice, to practice, to practice. To be prolific, so that you can find your voice, and create content that really touches people.
So, those are my thoughts on social media, those are some of the thoughts of the experts in the field. I made this video because the Darth Reaper asked me to. So, if there’s a topic you’d like me to cover in the next edition of Believe Life, leave it down in the comments and I’ll see what I can do.
I’m also curious to figure out what did you like most about this video? What lesson are you going to immediately apply to your life, to your business, after watching this? And why are you on social? What is your outcome, what is your objective? Are you doing it for personal development, to try to learn? Are you trying to build a brand and sell product? Is it just an escape from your busy life and you want to be entertained? Super curious to figure that out.
Leave it in the comments, I’m going to join the discussion. I also just want to give a quick shoutout to Nilmarly, thank you so much for picking up a copy of my book, Your One Word, and posting that review on your Facebook page, I really, really, really appreciate it and I hope that it’s had a good impact on your life.
So, thank you guys so much for watching, I believe in you, I hope you continue to believe in yourself and whatever your one word is, much love, have an amazing day. I’ll see you soon.
It’s just not how, what was the ROY being on the cover of Ink?
Interviewer: Great question.
You know, to me, the answer is it’s got to be something, it’s a lot of impressions and awareness that may get them into the rabbit hole of me. They saw me at the airport, they saw the Ink, they Google me, they read my Wikipedia, they follow me on Twitter, seven days later, I put out a good slideshare, nine days later, I ask them to buy the book from a right hook on Twitter.
They buy it, ROY to Ink. But how you’re going to quantify that is insanity, and so I think social media has been asked to create an ROY that every other medium hasn’t or hasn’t since they’ve been accepted. Right? Television went through this. In the ’50s and ’60s, wait a minute, this TV thing, what’s the ROY, we know what radio and print does. So, it’s the same old game, this is historic.
“If you don’t know how to get into this screen and storytell about what you do for a living, you’re out. Social networks control an enormous percentage of that consumption.” – Gary Vaynerchuk
I mean, we can be having this meeting, I wish I was older, and I wished that I was on the scene back in ’95, six, seven, when I talked about e-commerce because all the same questions. How are you going to compete with Walmart and K-Mart and JC Penney’s? And Barnes and Nobles and Borders and Walden Books, how is this Amazon thing going to compete, I was laughing at people to the notion, and clearly that’s played out over the last two decades. I think we’ll look back at what’s the…
The ROY of anything that gets in front of the consumer where they actually spend their time, here’s what I know: everybody who’s watching right now, they do this for a living. And if you don’t know how to get into this screen and storytell about what you do for a living, you’re out. Social networks control an enormous percentage of that consumption. If you don’t know how to storytell in a screen economy in 2014, I think you’re really playing Russian Roulette with your advertising dollars.
You’re going to have people around you in your organization, and/or you’re going to get emails back saying, oh, this doesn’t work, or this is a waste of time. Okay? You’re also going to have people tell you back off, okay, this is not wanted, or don’t spam me, or you sent me the wrong, I don’t need this, why’d you send this to me? This is exactly what happens to all people that are trying to get attention.
When you get attention at the right level, the first thing that’s going to happen to you is you’re going to get criticism. You want to push through the criticism until you get admiration, you want to push through more. It’s not any different. Facebook, Twitter, YouTube, social media is no different than me knocking on a door, saying, hey, I want to sell you a product. You’re going to have people slamming the door in your face.
The next question go-to, they’re going to say, get out of my neighborhood, what are you doing here? If you stop because of this suppression, this stop on you, if you stop because people are asking you to stop, you’re done. So, the same thing happens with social media.
“When you get attention at the right level, the first thing that’s going to happen to you is you’re going to get criticism.” – Grant Cardone
Look, when you tweet, or when you put an entry into Facebook, the way to take that and make it unique, okay, and not spammy, and not bother people is to personalize it. So, consider the people that you’ve been trying to sell products to, not just your friends.
Let’s say there was a plumber you were trying to sell a truck to. You would want to email the plumber and say, Mr. Plumber, I just got a hold of a site of a sales trainer that can increase your sales at your business, Mr. Plumber. And I wanted to make sure you have the information there, I thought of you when I saw this, and by the way, I could win $10,000. And so, could any of your employees as well as getting hooked up with a guy that can increase your sales in this economy and I thought of you.
So, you got to personalize it so that it’s not spammy. You can’t just keep using that one message we sent you yesterday which was, I can win $10,000 and so can you! Look, that’s spammy, that’s why people say that’s spammy, you have to personalize it.
Do this with heart. You can’t survive doing this if your art isn’t real, if your heart isn’t in the work, ’cause you won’t get up in the morning and be motivated for it, you won’t be excited about it. You have to have at the base of all that you’re posting, if people can tell that you care, you’ll be followed. If people can tell that you care about values and humanity and the philosophy of living a good life and taking care of other people, respecting other people, you’ll be followed.
You could become a caustic hater and maybe you’ll gather a couple people, but you’re never going to get millions of people and if you do, you’ll burn out your soul because nobody wants to live a life where they’re just criticizing and being a jerk. Be the positive thought leader in whatever you do.
“If people can tell that you care about values and humanity and the philosophy of living a good life and taking care of other people, respecting other people, you’ll be followed.” – Brendon Burchard
Be the most caring. Be the most consistent. Be the person who shows up. And if you’ll just show up every day with the intention to capture one unique moment, one unique lesson, one unique story, one unique quote, one unique picture, one unique video, whatever it is for you and your favorite medium, capture one thing every single day. You’ll be fully energized with your life ’cause life won’t just be work anymore, it’s art.
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