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Š 2017 Pidgeon Social

Author: Justin Reves

Pidgeon Social / Articles posted by Justin Reves

Most Companies Don’t Have the Courage to Be Good on Social

In this new social media world, you simply cannot create great content without RISK. Here's the problem: on social, you're not just competing against competitors for your customer's attention. You're now competing against absolutely anyone and every thing that has the ability to create content. Facebook's algorithm does not care one bit what you think of your content. Facebook's algorithm does care what your audience thinks of the content. If the audience isn't sharing, commenting, and liking it, they'll show them someone else's content because they want them to enjoy their time on Facebook - not be bored by your boring, self-serving posts. And all the other platforms are following suit. This means your company's social posts have to go toe-to-toe with highlights of everyone's favourite sports teams, scantily-clad fitness models, hilarious Jimmy Fallon clips, seemingly-millions of vloggers, delicious Tasty recipes, stand-up comics, painful fail compilations, or the endless drove of wild news that this world generates. If you can't go shot-for-shot with this kind of content, your only hope is to try and force people to watch your content through ads - and that just kinda sucks the life and good equity you get out of great social content. Now, I believe Facebook is still the absolute BEST advertising platform out there (when you actually do it right) because it's still so under-utilized, but ads are very different than real, fun, shareable, conversation-starting social media content. Look at what Nike did this week with Colin Kaepernick - whatever side you land on that argument, their brand was front-and-centre in an INSANE amount of conversations on social. Look at Wendy's USA Twitter account which has been featured so many times across the internet and built almost 3 million loyal, engaged followers. Then compare it with Wendy's Canada which is sooo boooooring. Look at dbrand which entered the MASSIVELY over-saturated world of phone cases and wraps and has been DOMINATING. All because of hilarious - at times, offensive - personality online. I bought 4 wraps from them without needing any because I loved their Twitter account and then found out they have some cool products. Look at the last Blockbuster - yes THAT Blockbuster where you can still go in and rent movies. It's defying all the odds, largely because of it's hilarious online persona. Locally, the companies we see CRUSHING IT with their communities win because they decided who they are, they be that unabashedly, and their followers LOVE it. It's not about this insane, high-end production - it's just authentic and FUN, chalked full of personality. The interesting thing...

Netflix is Disruption Royalty

Remember when we wanted to rent a movie how we would have to get into a car and head to the local video store? How we would rent a physical DVD or if you're from WAY back, a VHS (not sorry beta-max people)? It was a lot of fun to saunter down the halls of my local Blockbuster trying to get myself and four other friends to agree on a movie. Nowadays, the same thing happens in the comfort of our own home when it comes to choosing what to watch on Netflix. Netflix, is one of my favourite case studies. They have disrupted their industry, not once, or twice, but now three times, and I'm sure there is more to come. They are disruption royalty. If more companies approach their industries with the kind of tenacity they did, we might have more innovation in the world today. And we all know that innovation drives progress. So how have they approached disruption, and in doing so changed their industry three times? 1) DVD Mail Rentals.  Long before the era of internet streaming there were countless video rental stores. It was accepted that if you wanted a movie to watch on a Friday night you would brace the chaos at your local movie store, hoping there was one last copy of Lion King left to rent. But Netflix thought about this situation differently. They said to themselves, "What if instead of asking people to go to a store to rent movies, we shipped them movies through the mail?" Netflix could get access to a lot of movies that were not really "A-caliber" films but people didn't care in the end. Customers had access to a vast array of films that would be conveniently delivered to them. And no late fees.  And what Netflix learned throughout all of this, was which films its customers liked. Which is huge because through that they could recommend which films they will like but haven't seen yet. And thus, we got a glimpse of Netflix's secret weapon - their algorithm for recommending films. It was, and still is, this algorithm that customizes our movies options to our liking, which is the most valuable piece of technology at Netflix. They created a great following through their mail DVD rentals and were so successful, at one time they became a significant portion of the US Postal service deliveries! There focus was speed, so they continued to open distribution centres all over America,...

Doing the Impossible is Easy: Fail. A Lot.

his seems to be a question we get a LOT these days: How the (random expletive) did YOU GUYS end up being on the jumbotron in Vegas as the intro for the Stanley Cup Finals?! And no, we're not hurt by the shock that it's us who did it. We agree. It's insane. Two guys from their basement in Regina, Saskatchewan, Canada, record a video that the entertainment capital of the world uses for the last game of their cinderella run to the Stanley Cup. Not Cher. Not Britney. Not Thunder Down Under. Justin & Greg. https://www.facebook.com/JustinAndGreg/videos/2035124356506564/ Leading the charge on the "KnightTron" and also in the locker room for the players stepping out on the ice. While definitely one of the most-incredible things we've ever been a part of, if we gave you the exact blueprint to replicate it, I'm not sure you'd take it. Because it requires failing. Publicly. A lot. Between the two of us, we've put out somewhere in the neighbourhood of 600 videos over the past 3 years. One of those has been on a jumbotron and 599 of them haven't. Now, there's been some other heavy hitters in there like Rural Uber with 10 million viewsthat the CEO of Uber loved, Rural Directions with 3 million views, FUN interviews with professional athletes, politicians, TV stars, and more. But those are the exception, not the rule. How about the time we tried to get Gerry Dee, a high-profile Canadian comedian on our show? We spent all day making a video and bought $400 in VIP tickets, only to have security stop us at the door coming in and say, "Justin and Greg?" (we thought we were IN!) "There will be no cameras, no filming, don't talk to Gerry, we know where your seats are, and we're watching you." https://youtu.be/krzD0QTC7Dk That was embarrassing. Or how about us spending DAYS making a tribute rap video to L.A. Gear, writing the lyrics, recording the raps, filming, and editing - oh, and yes, hundreds of dollars in L.A. Gear shoes. It's got a coooool 245 views on YouTube and just over 5,000 on Facebook - most of which came from us spending money on ads. https://youtu.be/35J0V64wkGw Take that, world. Even going back to my first ever VLOG. It's bad. Like, real bad. Blurry, out-of-focus, no story, I can hardly talk to the camera. Not a good effort. But I published it anyway. And that's the crux of finding "success". We often only see those highlights because they're the ones that make the news. There's always so...

2 Videos. 10 MILLION Views. 0 Dollars Paid. 3 Keys to Video for Social.

People say really silly things like, “Facebook is pay to play.” or “Organic reach is dead.” Meaning, if you want your followers on social to see your posts, you have to money behind them because, otherwise, Facebook won’t show the posts to anyone. Even now, on July 10, 2018, nothing could be further from the truth. Case in point: on June 22nd, our Facebook Page had 6,760 followers. We posted two videos that day on our Page. One of the videos reached 190,337 people. The other one reached 20,222,068 people. Advertising dollars spent? Zero. It was ALL organic reach. Now. Do all of our posts do this? Absolutely not. But have we had lots of posts do 10, 20, 50, or 100 times our following in organic reach? Yeah. Because we’re starting to learn some secrets on how to “beat the algorithm”. The good and bad news: it’s not rocket science. Here’s what we’re learning: 1. If it looks, smells, feels, sounds, or even gives the smallest waft of being an ad, it’s not going to fly. Ok, you can probably find 10 examples in the world that would make this statement un-true, but forget every one of them. Because the money, time, and resources you will spend trying to make your ad go viral will never return on that investment. Rather, focus on this simple truth: It’s Not. About. You. Your video needs to be about your audience and not about you. In 2018, people do not have to watch ads — most are lazy so they suffer through some, but the universal truth remains: Nobody wants to be advertised to. Just ask everyone what their favourite button on all of the internet is: SKIP AD. “So why would I create a video that isn’t about me and my business?” Because people want to do business with good people. And when you make videos that are genuinely entertaining, funny, helpful, and gives more to the person watching it than what is perceived to be taken by the business putting out the video, you create an intensely valuable resource: leverage. People start thinking, “Wait, this business isn’t asking anything in return in this video”, they actually start believing that you might live up to all those nice things in your Mission, Vision, and Value Statements. I.e. you’re more interested in long-term relationships than short-term transactions. Newsflash: relationship-based content flies REAL well on SOCIAL media. And if you need to advertise, social is a great platform for that, too — just don’t approach it like content. Treat it like...

Is Facebook Organic reach down? Not yet. It’s just being reported more accurately.

We're AMAZED how many people say Facebook is "pay to play". It's absolutely not. Now, if you're trying to sell either yourself or your services to people, then yes, it is. Because that's an ad - even if you're trying to hide it in a post with a great photo or clever copywriting. And people don't want to be advertised to on social. But when you invest the time and resources to consistently create content that puts your followers first, and you deliver it in a way that's entertaining, engaging and adds VALUE to their lives - without them having to buy your products or services - your organic reach (how many people see your posts without you paying) will be just fine. (that run-on sentence on the other hand...

Social is The Great Online Party. Don’t be Larry.

Have you ever met that super-creepy guy at a party who splits his time between talking about how amazing he is or making lewd comments to anything that moves and breathes? It's pretty obvious in 2 seconds that he doesn't care about anybody else and he's just there to "score". Let's call him Larry (had to pick a name - my apologies to any Larry's out there). Nobody wants to be Larry. People try and avoid Larry at all costs. Yet it seems that most businesses approach social media - AKA The Great Online Party - EXACTLY that creepy, self-serving way. Every post is them trying to "score" with customers. HUGE DEALS. MY PRODUCTS ARE AMAZING. I'M YOUR TRUSTED ADVISOR. I'VE GOT A DEAL FOR YOU. LOOK AT ME, LOOK AT ME, LOOK AT ME. This is what happens when businesses get in in their heads that social media is just another channel to sell their wares on. It's not. So stop it. Social media is simply the name for what we do whenever we have a spare moment. We pickup our phones or pop open a web browser and start looking for a quick hit (or, if you're a parent of young kids and have to "go", the longest hit possible) of entertainment, attention, or connection. For a lot of us, it's more than just distraction - it's an outlet for creativity, an avenue for learning, a place to socialize, or even a spot for doing some good in this world. It's not just an app on our phones - it is a big part of the way we connect in our lives. And here in the midst it, we've got Larry poking his head around the corner of every room in the house shouting, "Hey, ladies, I've got a 40 of Jägermeister and 2 free tickets to the hockey game if you'll just Like and Share." Sure, in that moment, there probably are some people that wouldn't mind the 6-pack or the free tickets so they agree to hang out. But most other people are like, "Excuse me, weird dude, shut up - we're trying to carry on a conversation." And even the people that do agree to hang out with Larry, they aren't in it because they like the guy at all - they just wanted his free stuff. While they may talk about the drinks or the game, they're certainly doing their best to leave him out of the story. Contrast that with Greg. You probably didn't notice him immediately. But...

The Easiest Way to Know if Your Facebook Page is Actually Doing Well

Facebook. It's kinda a big deal. Almost 2 Billion users. 22 million in Canada. 690,000 in Saskatchewan 170,000 in the Regina area. That's about 75% of our city on Facebook. Granted, they're not all going to be active, but A LOT of them are. Not only are they "active", but they spend A LOT of time on Facebook. (Canadians spend more time online than anyone else...

How to be a decent human being on Snapchat

Snapchat is definitely my favourite social network right now. I love it because it's real, authentic stories are way better than the highly-emotional ones (that's a generous term for them) from Facebook or the "perfect" ones on Instagram. You simply don't see people spending 20-30 minutes perfecting their photo or video on Snapchat. And that's why it's awesome. Snapchat is the fast and furious of the social media networks, but in the midst of the chaos, people are telling some fantastic, funny stories. And you are gaining an inside-perspective of people's real lives that doesn't happen elsewhere. So if you're ready to jump into Snapchat or you've just started dabbling, I'm going to talk about how to grow your influence. How to grow your influence on Snapchat I've had a bunch of people asking for themselves or their clients how to engage and grow their following on Snapchat. These tips are for people that want to connect with an audience and grow their influence. While these tips aren't specific for a "business" persona, many of them do apply. 1. Be a user first - AKA learn how to use Snapchat properly It seems like a basic principle, but so many people are trying to leverage social media without understanding the network first. You always make bad decisions when you forget that you need to give more than you take on social. People see right through that. Until you understand what a user values on a social media platform, you will never create content that people love. So you need to first start using Snapchat as a user. Get to know the ins and outs and watch what other people are doing. If you don't know how to use Snapchat, here's a 10-minute tutorial I created to get you started - because, honestly, it's the most-confusing social media platform I've ever seen to get started on. https://www.youtube.com/watch?v=k3jP393HwNs 2. Follow, follow-back After you join, you're going to start to see people following you because you're in their address book (you should also add everyone in your address book to get going - you'll be amazed how many people are already on Snapchat). Follow everyone back that follows you. You don't have to do this for forever, but when you're starting out, you need to see what other people are doing on Snapchat to understand the platform and give you space to interact with them. People appreciate being followed and when you follow them, you get access to watch their public stories. This is invaluable real-world data on how people...

No, you shouldn’t post to Facebook twice a day

Things I hear that make me cringe to no end: "You can post twice a day to Facebook." "We should setup a social media calendar." "You should post X number of times in a month." Part of why they make me cringe is I know they're things that I've said in the past. And maybe that was true in the past. But all of those ideas are incredibly misguided in today's social world. They're missing the point completely and likely utterly destroying your reach on Facebook. (great blog post in there) Here's the proper advice for your Facebook posts: The only time you should post to Facebook is when you have a quality piece of Facebook content to post You probably didn't click the link above so let me re-cap it in a nutshell for you: Facebook does not show your posts to everyone who likes your page - only a percentage Facebook decides that percentage based on how much interaction you get from your posts - Likes, Shares, Comments & Clicks If your content really resonates with your audience and they interact with it, they will increase the percentage If your posting content that you get 1 or 2 Likes on and that's it, they will continue to show it to less and less of the people that like your Page So, let's take some examples of pages I've seen. One company I know posts every single day on Facebook because someone told them they could. They have around 800 Likes on their Facebook page. But their content is just links to other people's articles and no one cares so each of their posts only gets shown to about 40 people and garners maybe 1 or 2 Likes. What a giant waste of both the author and follower's time. Not only is there no interaction, but there's also no brand-building happening. No competitive advantage, creativity, or personality being shown. Let's talk about at another example (again, these are real-life examples - I'm just not going to out them publicly) where a Facebook page posts once a week. The content, though, isn't a sell message, but a piece of content that they've created for their community that's high quality and is based on the best kinds of content for Facebook: Photos with a great sentence or two caption Short video uploaded directly to Facebook (never linked from YouTube or Vimeo) Link to a blog article that they wrote In their case, they also have around 800 Likes on...