Lang Leav is a digital-first poet. She makes her poetry very easy to share via Tumblr, via Google and so on. This becomes evident when you Google her – some of her poems are short enough to be read from the thumbnail in Google Image Search:
1: Influencer Marketing: Identify the most influential/significant people in your niche. Beats at Olympics
- When we think about identifying influential people, we tend to think about celebrities. The Oscar Selfie by Ellen Degeneres might be the most famous instance in recent times.
- Red Bull reaches out to musicians, to artists. It hosts events free-of-charge, without expecting anything in return. As a result, it earns brand authority. This takes conviction and confidence to pull off.
- Who are the most influential people in your niche? Only you can answer that question. If you don’t know the answer to that, it might not be the right niche for you. But as a general rule, the Internet is your friend. Dive into the blogs, forums, writing. Google the niche. Search for people on Twitter, Reddit, etc. Be systematic, record your findings.
- What do you do once you know who those people are?
PR/Press: Work backwards from the share- identify the relevant motivation, and emphasize out. Consider the Ice Bucket Challenge. #comment About why the most influential people would be motivated to share (PR people looking for a scoop, etc)
- The Ice Bucket Challenge swept across the world in mid-2014, raising millions of dollars and even more attention and understanding for ALS.
- (Why are they sharing? Who are they sharing it with? What’s the benefit they experience from sharing, and how do you emphasize that, add more to that?)
- This is especially great when you’re working with journalists, people who run newsletters, etc. Figure out their job and do it for them.
- At a superficial level, understanding journalists and the press is somewhat straightforward. They have criteria and deadlines to meet, and they’ll be very thankful if you can help them to do their job. In Trust Me, I’m Lying: Confessions of A Media Manipulator, Ryan Holiday describes how he posed as an expert on several topics and had false facts published.
- But if you want to really build and establish a powerful brand, you’re probably going to have to base it on facts. This can take a long time- you need to become a thought leader who truly understands the problem, the community, etc. >
Story: 3. Wow Them With Great Story: Contour lost to GoPro because of GoPro’s superior storytelling
- Made to stick: challenge / connection / creativity.
- “We lost to a company that built a much stronger brand, allowing its customers to emotionally connect with it. For years, our competitor GoPro’s insanely focused approach on inspiring consumers went well beyond the technical performance and functional specs of its cameras, enabling them to create a movement rivaled by few companies in the world.”
- In <year>, Marc Barros founded Contour- a hardware startup that was dedicated to helping people film their experiences from their helmets. Contour had good reviews, but it ultimately lost out to GoPro, which has the much stronger brand.
- Examples of brand stories
- Coke has a better story than Pepsi. Coke colonized Christmas, sharing, America. Harley Davidson is all about story. Pebble is about story.
- Storytelling isn’t just about fluff or some pie-in-the-sky fantasy. Your positioning/messaging should help these people quickly, clearly understand how they ought to use your product, and why they ought to use your product. A strong story helps the customer clarify what they want.
- Guide to storytelling
- 24 examples of storytelling in marketing