Jab, Jab, Jab, Right Hook, das Standardwerk im Social Media
Gary Vaynerchuck (@garyvee on Twitter) was originally known in the social media world as the guru of wine, and I think he can take a lot of credit for making wine cool again through Wine Library TV, where he shot videos sampling different wines in an Average Joe kind of way.
But what makes Gary stand out in the social media and business world now is his hustle. Inc. dubbed him “the hardest working man in social media.”
In his first book, Crush It, he showed entrepreneurs what it took to succeed in this world: hard work, long hours, and passion. In his second book, The Thank You Economy, he taught businesses to show gratitude; that saying thank you can build loyalists around your brand. In this third book, Jab, Jab, Jab, Right Hook, Gary builds upon the first two with the “pay it forward” mentality. Give your potential customers as much as you can, so that when you ask them for something, they’re more inclined to respond. It can be as simple as entertaining them on Facebook.
General Social Networking Lessons Learned: The Characteristics Of Great Content And Compelling Stories
Share content that tells your story:
→ Social media provides marketers with the opportunity to creatively spark engagement and conversations and strike an emotional chord
→ creates brand loyalty and returning customers.
→ “Marketers are on social media to sell stuff. Consumers, however, are not. They are there for value.”
Keep Your Content Native – Use the platform as it was designed don’t cross post all at once. You can put out good content, but if it ignores the context of the platform on which it appears, it can still fall flat. Use the benefits of each platform.
Social Media is fast-paced: People use social media by rapidly scrolling through their feeds :share something that is different and eye-catching and compelling enough to quickly grab that user’s attention. only have about 2 or 3 seconds
brief text : copy that gets right to the point and clearly points out its purpose, links or calls to action, making it as easy as possible for followers to engage. less is more.
Keep it simple: Content should be:
Inviting to look at
for your audience, not yourself
content should have qualities we like in other people
→ creative and emotionally engaging content that will rise through the clutter and get noticed.
speak the network’s native language
keep engagement high and ensure you stay in follower’s news feeds.
It Doesn’t Interrupt: If we want to talk to people while they consume their entertainment, we have to actually be their entertainment, melding seamlessly into the entertainment experience → Relate Content to Popular Items, Holidays, and Birthdays
A Follow is more powerful than Email Sign-up – Users check social media more than they check email. There are less distractions on mobile version of social networks. i.e. No sidebar ads
Limit Number of Clicks after Call to Action – Make sure the link in your posts is straight to the purchase page. Don’t make users search for checkout button!
Follow Up on Each and Every Social Media Comment – makes the commenter feel great & shows others viewing your comments you actually respond to users → a great way to humanize your brand .
Ask Questions – Ask followers questions, not just about your product or service. Get to know your user base and learn as much as you can about them.
Giveways and Contests – Everyone loves giveaways and fun contests. Make sure your timeline is not solely giveaways and contests. Balance the fun with value and information.
High Quality Photos – High quality photos will get users to stop scrolling slightly and read your title. Photos should be attached to most social media updates and serve as the attraction to get users to stop then decide if they would like to click. Invest in great photos, no one wants to see a dark photo of an old salad.
Join The Conversation – Integrate your content into the stream, where people can consume it along with all their other pop culture candy & Don’t be scared to jump into conversations on Twitter. Look at what people are talking about your niche and jump it. Have fun and meet people.
It Doesn’t Make Demands – Often: when you jab, you’re not selling anything. You’re not asking your consumer for a commitment. You’re just sharing a moment together.
–>Jabs are the lightweight pieces of content that benefit your customers by making them laugh, snicker, ponder, play a game, feel appreciated, or escape;
A right hook’s content aims to sell and self-promote and a jab’s content aims to engage and trigger an emotional response.
too many right hooks that annoy their online fanbase and kill any engagement potential.
jabs that resonate with followers on an emotional level, thus reeling them in closer as brand loyalists and making them primed and ready for when you do want to throw that right hook to actually make a sale. Less right hooks. More jabs.
Jab at people, all the time, every day.
Talk about what they’re talking about.
When they start talking about something different, talk about that instead.
Repeat. Repeat. Repeat.
Focus on followers: Think beyond your self/product – what things are important to your customer? Talk to your customers about what they want to talk about
Brand Identity: every post, tweet, comment, like, or share will confirm your business’s identity
→ your content must constantly answer the question “Who are we?”
Keep text to a minimum → Make image the focus
Include a SPECIFIC link to the action not to the general website
Make it easy for fans to engage
one question/Call To Action at a time
Directly and timely respond to comments/questions
Don’t allow others to post on your page
Don’t like your own posts
Keep curiosity alive by not giving away too much when you can link to your OWN site for the answer
Questions to Ask When Creating Facebook Micro-Content
Is the text too long? Is it provocative, entertaining, or surprising?
Is the photo striking and high-quality?
Is the logo visible?
Have we chosen the right format for the post?
Is the call to action in the right place?
Is this interesting in any way, to anyone? For real?
Are we asking too much of the person consuming the content?
Go crazy with hashtags in post copy and/or in comments
Line up any images of hearts or the words heart, like, love, etc.
Consumers want infotainment, not information.
Information is cheap and plentiful; information wrapped in a story, however, is special.
Opportunities In Emerging Networks
200 million members
Every second, 2 new members join
Where we get deals done
It has a big selling point: its implications for a Web property’s SEO. Google gives preference to its own products, so having a Google+ account influences your search rankings.
Vine: 40 million users, Six second looping videos
Allows users to send photos and videos that self-destruct in a matter of seconds
Snapchat was made for a world that can’t stand one minute of boredom
GOOGLE ANALYTICS: Invest time in learning Google Analytics inside and out