www.PaulColligan.com Most people forget that YouTube is Social – that YouTube is a Social Network. In this short video, Paul Colligan explains all of the social elements of the new YouTube and how it should affect your YouTube Marketing Strategy. Yes, the new YouTube is tightly integrated with Twitter, Facebook, Google Plus (Google+) and more. Learn why YouTube is Social today. http
www.paulcolligan.com In a SHOCKING discovery from Ed Dale ( www.youtube.com ), this video shows proof that the use of Third Party Tools (used for) posting to your Facebook Fan Pages results in considerably less impressions on your Facebook Fan Pages. In the past I have preached a strategy of “UberPublishing” – these results demand that I change my approach and I'm holding a Webinar to show you exactly how I'm changing things ( www.paulcolligan.com ).
www.socialprofitmachine.com – Here's the whole Facebook Awesome webinar. If you want to get the slides, and how we did it, keep watching until the end (or you can call (or text) 503-446-5132) with your name and email address.
Facebook recently turned “Page Post Insights” on for Facebook Pages of all sizes. This was something once only the “big guys got” and now it's available for all of us.
What does this mean? You can now see the amount of impressions a Facebook Wall Post – this includes people who visited your page and people who saw your page content in their individual streams. This is pure data gold for anyone trying to maximize their Facebook game.
How can you leverage / respond to these numbers? Let me give you three things that you should start doing TODAY.
Monitor engagement trends. Yes, Facebook does the very wonderful thing of pushing your page content into the social stream of anyone who has “liked” your page but we all need to face the fact that we aren't the only ones in anyone's stream. Our content many times will be 4 “older posts” clicks away when our audience is only willing to read the first 2 pages whenever they log on. Strategic timing in your posting can increase your engagement numbers by up to 27% (or at least they have around here). Each audience is different – and you need to understand what's best for your audience accordingly.
Track your clicks. Yes, “engagement” brings up all those lovey dovy social media feelings but the clicks are what make us money (don't even get me started on the recent trend of terrible “in Facebook” store options). Examine your percentage of clicks to impressions (or likes) and you're going to find some really interesting things. Make sure you got tracking that can tell Facebook clicks from other clicks.
Compare to other methods. If a list of 1000 Facebook Fans brings a 8% clickthrough rate (80 clicks) but a mailing list of 10,000 brings 500 clicks (a number many would be happy with), you now understand why I'm so bullish on Facebook. Does that mean scrap your list, NO, but it does mean that you want to make sure that you hang out where your list hangs out.
P.s., stop calling it a list, call it a tribe.
Bonus. If they really are your Tribe – you can always use Facebook to build that “list.” You then get the best of both worlds this way.
Below is a YouTube Video on Facebook Metrics that I put together re this topic. You'll need to click through to watch if you can't see it below.
Thoughts / questions on this one? It's a big topic but one definitely worth exploring.
What does this mean? Among other things, you can go email to instant message and back again. The platform finally means nothing as it all comes into their universal inbox.
But it's a little bigger than that.
Let me explain: I, personally, prefer email. There are others who don't. I've said from day 1 that “Web 2.0” is meeting people on their terms. This is how we bring messaging into the 2.0 world – on their terms. I can do email, my brother can text, my Mom can message on Facebook, you get the idea – and it all comes into this same universal inbox.
That's one place to check, one place to respond, awesome.
Zuck said “This isn't an email killer, this is a messaging system that has email as part of it.” When asked about audio or video being put into the system, he said simply that the focus is more about getting the existing communication pieces into one area than it is about doing something new.
Remember, you can use this system without a Facebook.com email address – that's the point …
They're rolling this out over the next few months. He mentioned that everyone will get a Facebook email address with their current user name. They also promised IMAP soon.
I think it's email 2.0 … What do you think?
Old favorites are coming back (in some new ways) this weekend:
- John Reese is back in this space with some fascinating training on outsourcing (“the right way”) for $2 an hour. AFF
- The iPad 3G launches late today, but I still have some questions.
- With Facebook launching this new “Like” feature, wouldn't it be great to know what Facebook publishes to the Web about you?
- YouTube launched (yet again) a new video player. Yes, YouTube Secret Weapon 2.0 will cover that too.
Speaking of the weekend, have a great one!
Online is “different” in a Web 2.0 world. A few years ago, we'd speak of necessities in terms of technologies and tools.
It's time to kill that approach. It's now all about these elements – the tech simply doesn't matter.
I'm going to suggest that everyone looking to market and publish online needs stop thinking about WordPress and Facebook and YouTube and Podcasting and the like – but think FIRST about these 5 elements and how they can use whatever technology they want to make sure they've leveraged these issues. It's a subtle difference but can have a powerful impact on your place in this space:
Syndication. The Internet is now received on your audience's terms. This is powered by syndication. Yes, RSS is part of this, but it is by no means the only (or most important) tech behind this element. I'd drop RSS in a minute for the syndicated social stream made possible by Twitter, Facebook or YouTube.
I can hear the geeks screaming now (I hear them because I am one), “but RSS powers all that stuff.” First of all, it doesn't anymore and secondly, it doesn't “matter” at all. It ain't RSS that lets my audience watch my latest YouTube Video on their way home from work (after being notified that it's live) and I'd bet you 90% of my audience who reads via RSS doesn't even know that she's the tech behind the scenes.
In short, 1) If EVERYTHING YOU PRODUCE ain't syndicated, you are wasting your time. 2) If you think it's about RSS, you've missed the point.
Interactivity. You must allow your audience to interact with your content much the same way that television must broadcast in color. It is simply expected and you basically look silly if you don't provide it. There are tools that make it more robust and there are dozens of strategies on what to do with the interactivity but you must have it, period.
By the way, please comment below on what you think of this idea.
Microbursting. As I type this Blog post, I have to face two simple facts. The first one is that some of my audience will never read this blog by default (regardless of bookmarking or syndication). They need a reason to do so. These are people who make decisions based on the microburst. Microbursts (today) include Twitter, Facebook updates, status alerts, etc. But, and make sure you get this, whereas the tech might change tomorrow, the need to microburst ain't going away. You need a microburst strategy more than you need a Twitter client.
When I publish this post, I will microburst everywhere that makes sense that this article is live, and I'll see as many readers from the microburst as from anything else. This is, of course, automated – but that is another Blog post all together.
Multimedia. The second fact I must face is that the written word of a Blog like this only hits a certain segment of my audience. Like some respond to the microburst, some respond to audio and visual media. This isn't me reading this Blog post into a slideshow and posting at YouTube, this is me asking myself how I can reach and audience best reached through audio and video (text ain't enough).
Destination Strategies. You gotta go where people are. As cool as it is to think that everyone wants to visit our Websites and Blogs on a regular basis, we need to identify where they are and be there too. As I write this, a destination strategy demands a Facebook Fan Page and a YouTube User Page (even if you have no videos) but this could change at any point. In short, know where your audience is, and be there too.
One of the most freeing effects of this approach is that it moves content producers from having to master a tech to having to master communicating with their audience. Imagine how much better things will get for all of us once we've all made that move.
It's December and I'm going to mix some good-old-fashioned testing with some good-old-fashioned holiday giving. I welcome you to join me.
I've got a bunch of theories about Facebook that need to be put to the test. My goal is to do that tomorrow, December 3rd. I'll post the results here once I bring them all together.
The idea is simple. You got questions about this space – New Media, YouTube, Podcasting, Product Creation, Internet Marketing? Ask them on my Facebook page between 9a and 430p Pacific on 12/3/2009. I do what I can to answer all of them.
I've got the whole day put aside for this and hope to take the whole day participating.
What do I want from you? $1 (or more, if you're so inclined) for the Oregon Food Bank. You can donate to them directly or just send $1 (again, more more) to my PayPal account.
$1 for an answer – feed a family in the process.
And, join me for some stats soon on how the whole thing panned out – and if my hunches were right about Facebook.
Questions about the process? Enter them in the comment section below.
Questions for me to answer? Post them at Facebook starting 830a (Pacific on 12/3).
Get an answer, feed a family, pay a buck.
Just don't tell me few remaining consulting clients?
I'm very optimistic about Facebook and have placed a ton of emphasis and focus on my new Paul Colligan page over there. But, … we need to face(book) some facts.
Fan Page Updates are almost meaningless. Internet marketers love to act like these are as good as email so I decided to put things to the test. After three different tries, with three different messages, the numbers were almost exactly the same. I am 30 times more likely to get a click from an email than I am a Facebook Fan Page Update. Oh, and I might ad that where my email list is several years old, my Facebook list is less than 6 months old. Yuck.
Facebook Video is now the #3 video site on the planet – but that doesn't mean they're consuming your content at Facebook. Now, I've only experimented and test this with audio but, … Internet Marketing This Week audience members are 7 to 1 more likely to consume the show on the obscure Internet Marketing This Week iPhone App than they are Facebook with a simple click to play button for every episode (and remember, stats are that they're more likely to hear that we have a new episode on Facebook than in most places). BTW, iPhone app to Zune is 5.5 to 1 more likely (for the Zune) and iTunes to Facebook is … 621.5 to 1 more likely (for iTunes). Yes, there is certainly that simple fact that a download on Zune or iTunes doesn't mean a listen where a stream usually does – but the numbers are still pretty strong.
Positioning yourself in Facebook is not as easy as it may seem. A weekly Facebook user might have 5 pages of updates to catch up on and if you're anywhere but page 1, the chance of them catching up with you (especially interacting) are pretty thin. The only way to deal with this effectively is to repeat the same message over and over again, which of course, loses fans on a regular basis. As a result, you can only really effectively use Facebook to remind people that you are around and still exist. Disagree? – leave your comments below …
The Facebook Fan Page content is indexed by Google bit is, although true, hardly as effective as a Blog entry also indexed by the gMachine. I recently developed a bit of a feeding frenzy at my site on a particular topic and rank well in Google for the keywords – but the actually entry (if they click) through appears on a long page of links and content, about 3/4ths of the way down the page. The idea that someone will find what they're looking for at your Fan Page via Google Search is a long shot a best. The idea that someone might stumble across you page is there, but you better have an effective strategy of bringing them into your fold. If someone comes into the middle of your Fan Page – do they know the benefits of becoming a fan?
Finally, the “Fan Pages Don't Require A Facebook Account” is both blessing and curse. If they can get the content on your Fan Page without doing anything, why are they going to click to fan you? If they're not a Facebook user (there are a few left out there), why would they sign up for an account just to get your stuff? I'm already extremely selective about what pages I fan in Facebook as my social stream is already too cluttered as it is. The stuff I don't fan, I don't see.
I know we're all supposed to love the Facebook to death – and I do – but it ain't the same thing as we've had before. Make sure your strategy for this thing is more than a Fan Page – on account of everyone else having one.
Not too long ago, that's why we were on MySpace …
Thoughts / comments? Leave them below …
www.ubersyndicator.com Paul Colligan demonstrates his UberSyndicator product – which allows the publishing of content to dozens of social media sites without the need to log into each and get distracted accordingly. This one-way communication option lets you syndicate without getting distracted.