Social

 

Social

"A lot of people usesocialmedia to share mundane things or for self-glorification. I try to use it to share interesting things with people."-Ashton Kutcher

I'm going to be featured in Forbes as one of the "40 most influential marketers insocialmedia."

They asked me 5 questions on how you can usesocialmedia to generate results and I thought I'd share them with you.

I don't know how much or if any of it's going to be published.

But I have some strong views...

... that not many people agree with.

So here goes! I hope you find value and enjoy.

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1) Can you give any specific strategies, tips and/or examples of using socialfor lead generation? To cultivate prospects?

The most important rule insocialmedia is to stand for something important. You should CARE about what you're sharing. If it wasn't you or your company making it, would you actually want to share it? Probably not. Because your content is boring. Most companies' content is boring. And so you don't get any results. Make me FEEL something with each post. You should feel proud and get excited by the content you're creating and sharing. If you're not, then start over. I've gotten speaking engagements around the world, product sales, new people to join my team, and so on - tons of ROI. But it's not like pulling a lever. Stop treating it like advertising. If you're doing a pay per click campaign you know that by increasing your spend you will get x more leads and y more sales. It's not that measurable insocial. I don't know which YouTube video or which Tweet or which Facebook post is going to land me a deal. But I know by creating content that I care about and feel passionate about I get results. I recently came back from speaking at a conference in Malaysia, for example. They paid my speaking fee, airfare, hotel, transportation, etc... and I made a lot of great connections. How did they find me? "We saw your YouTube videos and had to have you come" was the answer. This happens every day when you create great content that you're passionate about.

2)Any predictions forsociallead generation or lead nurturing you'd like to share over the next twelve months?

It's getting noisier. Every. Single. Day. More people are going onsocial. More companies are going onsocial. They're all just broadcasting and are already being tuned out. More and more companies will struggle in the next 12 months to get a ROI fromsocialmedia because they have the wrong mindset and approach.

3)From an employer's perspective, what are the advantages of hiring marketers with a lot of 'Klout'? What are the perceived risks? What can management do to minimize these risks?

First of all - I love that we're talking about hiring people. You can't outsource yoursocialmedia campaigns. Forsocialto work they need to have soul and that comes from your company. Klout is one metric and for all the people who hate on Klout, it does give a fairly decent overview of how much reach someone has insocial. It has flaws and if someone is a Klout 70 vs Klout 65 that doesn't tip the scales but if someone is Klout 70 vs. Klout 15 you can assume the Klout 70 person knows a lot more aboutsocial. Backing this up, however, the most important thing to hire for is cultural fit. Back to #1. What do you stand for as a company? What is your soul? Nike can't hire a marketing manager who doesn't love athletics even if their Klout score is off the charts. You can always train those skills. You can't train values.

4) What do best-in-class companies do to empower employees to usesocialmedia as part of their sales and marketing process?

Stop trying to control what happens.. The brands that will win will let the conversations happen. You can't control the conversation. If that's your mindset, you've already lost. What can companies do? Hire GREAT people who LOVE your mission. Who eat, sleep, and breathe what you stand for. Then give them the training and tools they need to succeed. And turn them loose. You want to usesocialin a sales & marketing process? Stop blasting out coupon codes and promotional offers. Stop just sharing your blog posts that are boring and nobody cares about. Are you actually seeing any results? Instead focus on the customers. Follow them on Twitter. Comment on their YouTube videos. Congratulate them on their victories when they post on LinkedIn. CARE about them. Stop trying to push product and actually care about them. If you do that then they'll care about you. They'll buy from you. They'll refer business to you. They won't leave you when your competitors drop their price 2% below yours. That's what best-in-class companies do.

5)What do you as asocialmarketing influencer look for in a prospective employer or business partner? Can you give an example/(s) of a red flag(s) that would steer you away from joining a company?

I turn down more deals that I accept. From huge brands. People often write in with something like this: "Evan we'd love for you to come on board and make a video about how great our product is." Meanwhile, I don't use your product, and it's honestly not that great. I help entrepreneurs. What I share is real. If I'm recommending a product it's because I use it. It's authentic. And that's why people pay attention and follow me. I use it. I get value from it. It helps my business. And so I'm happy to share it to help yours. Because I want to see you grow too. That's what I stand for. If I was out hawking everybody's product because I can make a quick buck then I'd lose my audience pretty quickly. Some companies get that. Some agencies get that. Lots don't. Most don't. They're stuck in advertiser mode and they're going to lose thesocialgame.

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Believe.

Author:.

Hi I'm Evan and thank you for visiting my website! I love helping entrepreneurs! I also help brands connect with entrepreneurs.

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Have a question for Evan?

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Nicoleta
26th May 2014 12:44am
Hy Evan,

This is to let you know that I find your video's collage very motivating. :)
The one starting with Steve Jobs made my day!
Thumbs up!

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Aaron
27th October 2014 7:52am
Hi there Evan,
I've recently been working on a new clothing company and I'm personally fond of the design, I just wanted to get some feedback from you to whether you'll it it not? I'll be starting small with only one Tshirt in 2 colours as shown on the website, the 'Winston tee' is a concept design that I look to launch in the future, if you could spare a minute to take a look, it would be greatly appreciated! Thanks
Admin:
Removed website info
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Michael Paiva
9th August 2015 3:49am
Hi Evan,
Thank you for posting, & shareig videos! Would you please get the top 10 rules for sucess from Sinan Kanatiz (www. imanetwork. org). This amazing entrepreneur and close friend has had such an huge impact on my life I would love to help pay it forward with you as an outlet to impact others. Thank you for reading!

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ana
6th January 2015 5:28am
Hi Evan, I was wondering if you could help me with a question.You mentioned that your business idea will evolve and what you will do in the end may be very different from where you started. My question is: how do you decide on the type of training/education you need to complete prior to starting your business if the services that you wish to offer can evolve. So for example, you start a business that you believe will be focused on dance activities and in the end the business could become more ... Read More

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Vishnu
29th May 2015 4:22am
Hi Evan,I`m a big fan of yours,you motivate huge number of people and I love what you do.That`s just great. Here,I`m stuck with an important decision making point in my life & I`m really confused in it. So I`ll explain my situation I`m a big dreamer and I love to show the guts in achieving it. My dream is having a great lifestyle,be a rich man to afford that type of lifestyle. So this is my primary aim (there are quite a few secondary aims too) Now coming to the present, I`m in the last ... Read More

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Andrea Boyle
11th July 2015 3:46pm
My husband and I started a restaurant on PEI Canada. We just celebrated our one year anniversary. So exciting. We are doing it!! Our revenue is good so i know we are on the road to a successful business. We havea great customer base. We have earned a great reputation. Money is very tight though. I need a mentor, someone to tell me where to make cuts, where to increase spending, and create a budget. Can you recommend anyone that I can reach out to (free of cost would be the best.. lol) that can ... Read More

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Paula
17th July 2015 11:11am
where's CountryMusic SongWriter in June & July Thank you

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Tom Payne
28th September 2015 3:05pm
Hi Evan,
I'm in the process of trying to found an online library that allows users free access to education content and videos. The only problem is that despite being able to have found the required content etc, I have little experience with web design and do not have the budget to hire a professional. Do you have any advice?

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Sanjay Banerjee
19th June 2016 10:59am
super thoughts

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Patrick van kessel
28th June 2016 10:21am
Hello sir. i have a question and i would like your advice. For the last 6 years i have been writing to Mr. gates, Michello Obama,The white house,Leonardo di caprio, Angelina jolie and several other importand people that started a foundation. My program wil help thousands of foundations in the years to come after i start the company. And over 1 million people every year . there is much more to this story , but i cannot post this online as you surely understand. If you can help me then..... ... Read More

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