Money Matters.

We are all motivated or many people would remain in bed all day. The essentials of life have to be accounted for with whatever we can earn. But to achieve more than basic needs we need a driver. A great example is a mortgage. We all want to pay off our mortgage, but actually, having that ball and chain is a driver to earn more to pay what can be an amount that wildly fluctuates as a percentage of our income in our lifetimes. Somewhere you find the money for the home you thought you could not afford. After conducting an autopsy of my own working life and expenditure I believe having a permanent mortgage would have been beneficial. Obviously age and health are pertinent. Where am I going with this?

If you don’t have a budget to start a business you don’t have a business. Don’t start a business if you don’t have six months income set aside too. Investing £x 000 in the start up essentials of a modern enterprise like a sophisticated website not only gives your business an anchor, but somewhere to market to and from and capture prospect data. Repaying initial costs is part of your driver to establish a thriving business and go the extra mile to secure sales. You can also offset against taxable income so it’s less than its actual invoice price. It’s only the modern world where clicks have replaced bricks that not having any premises to trade from could even be contemplated. Before Y2K you couldn’t open a shop without acquiring one, rent or buy. You wouldn’t open a shop right next to another one either unless demand suggested it were viable. Social media has exacerbated the problem. Yes, Instagram, Tik Tok or Twitter is virtually free to use but it’s not as effective as paying for a targeted professional campaign aimed at a specific product or service. Or the data you can extrapolate for next time and who it turns out is your customer.

How much of your start up funds would you invest in a website and marketing to drive traffic?

Black Tie / White Noise

Noisy neighbours.

There are various types of learning styles. Visual, Auditory (hearing), Reading, Kinesthetic (touch, or tactile learners). What’s your preference? Over the years I’m aware my own is a combination of reading and listening. Then particularly with quotes or important dates, writing out passages and even associating dates by breaking them down and attaching to words cognitively.

Auditory learners are able to ascertain the true meaning of spoken words by listening to changes in tone and build trust from tempo, tone and timbre. They are also good at writing responses to lectures (hand up here). It’s claimed that auditory learners prefer background sound and work better while learning. I’m listening to an album on the HiFi – and louder than you might imagine with no loss of concentration. Auditory learners are great storytellers, solve problems by talking them through and respond well to sound or voice oriented information.

It’s no surprise then that I have taken to Social Audio aka Interactive Podcasting. The pioneer app in this space Clubhouse, is now a year old and new entrants, Twitter Spaces and Spotify Greenroom (aka ‘Greenhouse’​ to hardcore Clubhouse users) are capitalising on the popularity.

If so many learn by listening and a combination of the above, then it’s not that Social Audio should be a surprise but that it’s taken over a decade to arrive. Like all disruptors, why didn’t we all see it coming?

Over the past few days so much debate and comparison between Clubhouse and Greenroom. To paraphrase the great Sir Alex Ferguson, Greenroom is the ‘Noisy neighbour’​ there is nothing to be done by any platform in relation to competition except remain on the planned course and introduce upgrades to ensure an excellent and stable experience for the user. A point that I keep coming back to though is that all professionals will choose whichever app suits them and offers the greatest Return On TIME Invested, and that all competition only breeds improvement in performance and service. In other words, choose your weapon and let the provider make your experience as enjoyable as possible. I have no doubt though that people who arrive at the Greenroom app via the Spotify homepage/podcast section will learn of Clubhouse, perhaps pay a visit and stay if they prefer the greater visual appeal of white space, are an older demographic and a more sophisticated user. The more frantic, with smaller icons, reversed out (dark mode background) Greenhouse will thrive on younger, music and creative themed topics (& hopefully for them) along with the predominantly sports user base they inherited when they purchased the Locker Room app to modify and relaunch.

For me, I have invested four months on and off with Clubhouse and have 600 organic followers who have either appreciated my commentary or profile. I see no point in trying to establish myself on alt.voice platforms and will enjoy the development of the app’s features and the arrival of more like minded, creative thinkers, the like I have come to make the acquaintance of since March.

Come and find me to say hello, I am @ thestevecee on the app.

Back To The Futurism 3

Futurist Preamble Ramble Pt.3:

The Clubhouse app analogy. Like attracts like, people follow those they respect and meet more like minded, all these people invite their friends to join the app and a ripple effect of like minded & a virtuous circle. An app that existed before the pandemic but floundering, came alive when we were stuck at home and realised that interactive podcasting meant you could contribute to the discourse of your pet subjects and interests. Typically, the larger platforms are now on the bandwagon with their own offerings. Speaking and sound was the last of the senses to be properly catered for by Social Media, the effect of hearing tone in someone’s voice is more personal than text creating an unexpected hit. Unexpected seems to be a thread.

At the creator level, ideas from people across the world are disseminated and applied to individual markets. Collaboration is a natural effect.

On a buyer level, obviously influencers are embedded, but micro influencers are targeting a smaller niche audience from subsets of interests. It’s simpler to market a niche product or service than larger.

How many have dyed their own hair during the pandemic and how many have sought reviews online? Some ultra agile smaller brands have capitalised mightily in the last twelve months by creating simple to use products and receiving rave reviews. The rise of the #RavingFan !

Social Media Groups are simple to create and market to. Brands who interact at a quantum level in these forums build trust in a subscriber that they are the most qualified supplier of goods and services (Social Listening). Backed up by encouraging great feedback within these forums and the Internet in general. Your brand’s clean fingerprints have never been more vital in a world where you simply cannot erase a poor review.

Back To The Futurism 2

 

Futurist Preamble Ramble Pt.2

Creatives can use Blockchain as a method of dating and copyrighting their output – Intellectual Property is becoming critical when nation states are prepared to steal copy ideas and products. Leading creatives will create a Cryptocoin that reflects any rise in their stock. Imagine investing in designers Johnny Ive, Dieter Rams or architect Frank Lloyd Wright stock at the beginning of their careers.

The development of creator to brand exchanges where creatives will bid for work and brands can pick from the most competitive and creative talent to bring new messages to their customers.

We have only scratched the surface of the effect of Blockchain and Cryptocurrency. There is nothing to prevent well known brands jumping this bandwagon, encouraging investment in their coin generating interest bearing tokens that can be exchanged for limited edition products, uniquely offered sale goods and media launches and cross brand endorsements. Brands expanding outside of the regular economy into the decentralised economy that even countries like the newly independent Great Britain*, a G7 economy are considering entering – maybe tied into Free Port policies.
*I am Remainer lol but we are stuck with Brexit so we have to make it work.

In summary, a new breed of independently funded creators will provide infinite new competitively priced content to brands wishing to personalise their offerings to a savvy consumer.

Convenience
Consumers want Ease, Speed, Reliability & Consistency.

The rise of apps. Expedited delivery. Free Returns

Tribes & Influences
People want advice from like-minded people or people they admire & respect. We all want to belong.

They want to support brands they relate to and admire too. Cont.

 

Back To The Futurism

More of the brainstorming from last week’s futurist marketing think tank.

Futurist Preamble Ramble Pt.1

The pandemic has enabled work from home and freelance culture. #WFH This was coming down the tracks with inevitable automation of industries but accelerated due to national lockdown policies. Home schooling (Child & Adult) and public service broadcasting was simply enabled to accommodate this. Surely a key to future economic prosperity would be a permanent extension of learning via television and Internet resources.

Millions of people around the world may become or are already unemployed or soon to be laid off when stimulus and furlough ends. Disruptors will radically alter industries like banking and law one by one as the dots are joined between industries to create recombination businesses like Air BnB and Uber. These were unthinkable a decade ago, but technology and the acceptance to use apps on smart phones by the general public plus price competition is fuelling this rise. The more sophisticated the apps become the more personalised and effective the offering will be to sectors of the demographic.

Already AI embedded plug-ins will track your e-commerce website journey and pigeon hole your behaviour then tailor a specific discount or offering to your buyer type. Rather like the person in a store who makes a purchase when an assistant only has to say “Have you tried the orange top with the blue skirt?” Until now sites like Etsy could only offer you a blanket discount across your range, added to their commission this was prohibitive. Imagine how profit can be increased when on an individual basis you offer only what you need to give to gain a sale? Or recognise a re-visitor who wants something no longer in a sale but would buy with a small incentive.

The New Creator Economy means self employed freelance creators will need to be ultra creative and competitive to create content and bandwidth to make an income. I’ve started using the hashtag #ultracreatives

These will be prolific, high quality content creators.

Cont.

Brainstorming The Future

Apologies for neglecting my weblog posts, reality keeps me from what I love to do. Some unfinished brainstorming for a Clubhouse friend prior to her Digital (Auto) Dealer Conference presentation ‘Digital Dopamine’ in Florida last week. Broken down into four Instagram posts there’s content in here to apply to your overall thinking. I enjoy applying my experience in retailing and retail advertising / marketing and adding in current shifts in buying trends and expectation. Of course also what is state of the art coming down the tracks at us all. If you’d like to add commentary and your own ideas as a collaborator please feel free to do so in the comments. As ever, please Like, Comment, Share & Save especially the latter which are vital to being on the correct side of the altered Instagram Algorithm. Are you aware of this? The brief was to think tank external influence on selling mid pandemic, post pandemic and through the era of disruptive businesses. Feel free to contact me if you would like to add to the discourse, it’s an ongoing project.

1.Path to sale

Tribes & Influences, Restrictions, Budget, World View, Brand Values (fairness, Green, ethical investors etc.) The Big Picture, Media, Contemporaries, Dominating Values, Funding, Research

2.Inspiration & Decision

Brand attitude to staff and customers, Socially Aware, Reaction to newly taboo methods like fast fashion, plastics etc. Personalisation, Greater Purpose, Entertainment, Engagement, Trust,

3.Buying Experience

Convenience, Feeling Appreciated & Valued.

4.The Sale & Follow Up = Path To Next Sale

Serving (Explaining & serving not selling) Simplicity, Speed, Courtesy.

5.The Future

The End Of Pandemic (Withdrawal of stimulus, furlough), The Creator Economy, Blockchain uses. More recombination industry disruptors. Social Funding / Universal Basic Income – impossible to avoid?Security & Intellectual Property, Artificial Intelligence, 5G / Internet of Things, Sensitive to Sustainability, Protection of Employment, Reduce Consumption, Re-Use & Repair, Alt. Energy & Products Yet Unknown, Gamification, Transhumanism.

Clubhouse – Hashtag Mastermind 10/05/2021

Dan Martinez  / Briley Jo Curbey #hashitout #helpmehashtag / Social Media Hashtag Mastermind – Sunday 9th May 2.30pm EDT on Clubhouse App.

I was grateful to be asked to be Lead Educator / Social Media & Hashtag Best Practices expert on this subject. The room arranged by two of the most progressive young Car Sales Marketers in the United States, both successfully self branding on Instagram and other Social Media platforms. #DealinWithDan & #BuyFromBriley

Conversation around hashtag best practices, predominantly Instagram and Twitter and we touched upon Facebook & Tik Tok which demand a whole new forum.

There are proven strategies discussed, so if you are not applying them you could immediately increase your reach / engagement / profit even make new friends!

Apologies if I attribute a strategy to the incorrect contributor, from memory!

Hashtags are broadly the indexing equivalent of SEO and keywords on websites page name / title / subtitle / body copy / tags / categories  / alt. tags behind photographs and photo descriptions.

Instagram allow 30 hashtags

Of which 10-15 should be post relevant

Think, who is your target audience.

The remaining 15 you may be creative with local towns? Similar brands. Check out the hashtags of popular posts and ‘Social Listen’ to your ideal clients. I have a post on Social Listening on my IG and Google Gary Vee on the same subject.

Try using hashtags with 10K and 500K posts.

Go Local! Look at local hashtags with lower total posts e.g. Not (say) #hairdressers (5M posts! no chance of dominating) instead try #[insertyourtown]hairdressers which may have 100 or 500 or 10000 posts, you still have greater chance of engagement.

Use all hashtags you can, if you think it’s spoiling the aesthetic, or not compatible with your age group, use dots as line breaks and list your hashtags at bottom of page.

Banned hashtags – Google this and keep a not of the list. Better still check the hashtags by searching and see if they’re noted as banned ‘May contravene the Terms of Service of the platform’.

Shadowbans – If you inadvertently use banned hashtags in your posts too many times you could find your posts receiving low engagement because you are Shadowbanned, this is when the post will only appear with a specific hashtag search or a user seeing posts on your evergreen grid.

Set your account to Pro on Instagram to analyse your posts and ROI.

William – The William J Way #thewilliamjway (my old school Jim Alexander Ad Guru analogy Trust Cuff Miller would now be #trustcuffmiller and also sign write company vehicle rear screens with the branding hashtag.

Briley – We live checked some local Jackson, Tn hashtags and found #jacksoncarsales is dominated by one local dealer!

Kim – Reels engagement many times improved by optimising hashtags

Kim – Followers App gives you intel on who follows you and who leaves.

Steve – Hashtag Expert

Steve – Cleanse followers of those who do not contribute to Likes / Shares / Saves / Comments. Go organic, do not chase the follower count for so called Social Proof.

Carson – Save hashtags to Notes to cut and paste in future.

William – * Go Hyper Local * * Ultra Niches * check out hashtags of significant local businesses either Bricks or Clicks and piggy back them. E.g. a local holiday complex or A. N . Other Industry may have hundreds of thousands of searches, check out the hashtags they use and see if some are compatible.

Thank-you for your contributions. Anything I’ve missed please reply.
Hashtag Best Practices