Internet & Online Marketing : The Secret to Online Influence by Franc Carreras
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Every year I try to take on something
new this year I decided to take on
surfing here in Barcelona you see when
you take your first surfing lesson one
of the things you learn first is that
it's all about timing if you're able to
time your ride with that next wave
you're going to feel how it lifts you up
it carries you forward and it takes you
way into the next wave but if you don't
get your timing right you're likely to
end up like this you're going to end up
washed over by a wave you're gonna end
up feeling the cold of your body hitting
the water and perhaps even tasting salt
up your nose and what's even worse if
you're able to get your head above the
water you're going to end up feeling a
very very horrible miserable feeling by
watching everyone else surf away but
we're not here to talk about surfing
luckily we're here to talk about online
influence so let me talk about that you
see we've had the internet for over
three decades almost now we've had
social media for over a decade and one
of the magical things that's happened
because of that is that a number of
individuals regular people have been
able to reach hundreds or thousands of
people more people that you can reach
perhaps with a TV show a radio show or
even newspapers and magazines
isn't that amazing now I'm not talking
about people like Donald Trump Taylor
Swift or Ashton Kutcher no these people
have actually taken advantage of that
media to benefit themselves and that's
not fair no I'm talking about people
like Kayla Zoe or Grace who have been
named top influencers by Forbes magazine
the question is why why them and not you
why why if they have access to the same
social networks the same tools the same
instruments why do these three women
have over 55
million followers combined on social
media and not just that by the way
because that number keeps growing think
about this by the end of this talk these
three people will have gained more
followers than the size of this room
combined times three that's not fair
right there's definitely something going
on here what is it what do they have
that you don't have and more importantly
what would you do with millions of
followers you thought about that well I
have thought about that in fact I've
spent my whole career developing online
audiences for superstars and consumer
brands but what I really really enjoy is
doing that exact same thing for
up-and-coming artists and startups and
not long ago I made a very very special
discovery it's a discovery so profound
that it changed the way in which I look
at online influence in fact it changed
the way that I operate on social media
and as a result of that I went from
4,000 followers on Twitter to over a
hundred thousand in just two years how
well if you take a look at what great
influencers do you realize they're all
pretty much doing the same thing in fact
what's interesting is that it's exactly
the opposite of what everyone else is
doing you know they think act and
operate exactly the same way but not as
you would expect you see because people
most people they want to put themselves
up on a pedestal and expect their
followers to look up to them but what
great influencers do is they put their
audience up on a pedestal and they look
up to them you realize that here's the
inside people don't follow you because
of who you are people follow you because
of who they are in other words it's not
about you it's about them now if you
realize that you're probably thinking
hmm you know that's probably not what I
expected right you know I would expect
it to be the other way around and more
importantly if you
realize that you realize that perhaps
your biggest obstacle towards your
online influence may actually be you so
here today what I want to do is I
encourage you to do three things that
will help you overcome that challenge
I'm talking about these three things I'm
talking about Thanks
praise and generosity because remember
it's not about you it's about them
why Thanks because when you are
appreciating something when you are
thanking someone you're focusing on that
someone or that thing so you can't
simultaneously focus on you because it's
not about you it's about them praise
works much the same way when you're
recognizing something great that someone
else has done again you're building
trust and Trust is the glue that keeps
your followers together because it's not
about you it's about them and last but
not least generosity giving ideas
thought content connections when you're
doing that you're realizing it's not
about you it's about them now let me
illustrate that with a story I'm going
to tell you the tale of the two seas
this is the story about two seas that
lay very close to each other in the map
but one of them the Sea of Galilee is
actually full of life it's got fish and
vegetation it's full of greatness on
life but the other one the Dead Sea is
actually a lifeless dark body of water
what's interesting is that these two
seas are both fed by the same River it's
the Jordan River but the difference is
this in the case of the Sea of Galilee
water flows in and it flows out in the
case of the Dead Sea water only flows in
so if you are the kind of person that is
always taking in inspiration thoughts
ideas and then projecting all of that
back to everyone else well then you're
going to be full of life like the Sea of
Galilee but if you're the kind of person
that's only taking in taking in taking
in well you can guess what that is now
if you want to do this for yourselves
you want to grow your
online influence one of the best things
you can do is actually talk to people
that have done this before and that's
exactly what I did just a few weeks ago
when I sat down moo maria jose koala
maria jose koala is one of the biggest
influencers in spain for motherhood
and families and you know what I learned
from her she's here by the way it's
sitting in the audience what I learned
from her is that when you sit in front
of maria jose and you look into her eyes
as she talks about her work she never
uses the word audience or followers now
she always uses the word community
because in fact what she's doing is
building a community of people remember
it's not about you it's about them so if
we know it's about communities why don't
we look at how communities actually
develop I'm ready to tell you how that
works too for that I'm going to use
what's called the innovation adoption
cycle you may have seen it before you
can find this on the internet but what
it says is that when a community or an
innovation takes place it always starts
with the innovators the early adopters
and that is a small group of people the
small group of people that's brave
enough to embrace something new they
don't care what everyone else thinks
they just scared to discover that new
thing and then the early majority joins
another larger group of people this is
where the numbers come in by the way
this is where you see hundreds or
thousands of followers and people start
taking notice and that number of people
gets doubled by the late majority then
followed by the laggards the laggards
are the people that just don't want to
be left behind do you realize what's
happening here it's not about you it's
about them each one of these groups is
actually following the group before it
so they're not following you they're
following each other it's not about you
it's about them now don't just take my
word for it just look at what happened
here on this stage when I walked up did
you notice the Welcome I got I was
actually playing an experiment on you
because I asked some of my most loyal
followers to come here in person and
give me the warmest welcome they could
and they did and I'm sure you notice
that and if you did I'm pretty sure that
shaped your opinion and your thoughts
and your
expectations about this stock because
again it's not about you it's about them
and they're not following me they're
following you so if you could please
stand up if you're participated in this
and let's give them a big round of
applause and recognize them for a great
job that they've done thank you very
much and I want to thank you all for
doing that thank you thank you thank you
okay
so now I haven't told you any secrets
yet right I mean I came here to tell you
a secret everything I've told you so far
you can find out on the Internet in fact
you can find in this book how to win
friends and influence people by the
great Dale Carnegie this book was
written in 1936 people so again nothing
new but I do have a secret for you
do you want to know what that secret is
you do want to know that secret right
well let me tell you that secret but
before I have to tell you one more thing
about how communities actually develop
and that's what's called the 1% rule the
1% rule states that out of a hundred
people in a community only 1% will be
those givers the ones that are providing
publishing adding content the other 99
are likely to just be sharing that
information or just taking it in sound
familiar
now the reason for that is I'm sure
you've experienced all that if you've
ever had a problem with your computer
and you go online and you search for a
solution if you find an answer now you
know that at least there have been a
hundred people that have had that same
problem found the solution and at least
one of them has shared it you see what
I'm talking about alright so let's think
that perhaps we're now in the case of
Twitter let's say we have Twitter right
and we have a hundred people signed up
on Twitter it's the very early days of
Twitter if that was the case we would
have one giver in this case the NEB also
in the audience let's use her as an
example and 99 takers and that would be
just fine right because if XenApp is the
only one publishing everyone else we get
to see everything she's publishing but
as the network gets bigger and bigger
let's say goes up three times and it
becomes 300 people
well now probably would have Sandra and
Monica also given the givers also here
in the audience by the way and then we'd
have to
and 97 other people just taking it in
now if there's only three givers it's no
problem right
all those 297 could still see everything
but Monica Sandra is never publishing
but guess what happens if Twitter gets
bigger and bigger and bigger what's
going to happen is that it's actually
going to follow the exact curve we
talked about right the adoption curve
and so instead of the early innovators
and early early adopters like it would
be with the case that we talked about we
now would have more people joining now
think about this let's say you are one
of those givers that joins later maybe
perhaps part of the early majority right
well now you and the people that join
would face a little problem if now
Twitter's gotten bigger and bigger and
there's a lot more givers now your
limited attention span will have to be
spread between a lot of givers so you
will have to choose who to follow and
that's no problem if you follow what I
said before if you practice thanks
praise and generosity you're likely to
stand out and so you'll have more
followers than everyone else and up to
here is fine but what if you are joining
now as an early majority or maybe even
the late majority in other words when
Twitter has been around for a while
what's going to happen what's going to
happen is that as you join and do
everything right just like I told you
you're now competing with the people
that have been added for much longer
than you so now you're at a small
disadvantage aren't you so you join
you're a giver with you there's going to
be another 99 takers that are joining at
the same time and now think about this
and answer this question if you are one
of those takers joining in and you're
faced with a choice of following someone
like Xena that by that time we probably
have hundreds or thousands of followers
or following you that person that just
joined and then barely has a few friends
following who do you think you're going
to end up following that's right that's
the exact same reason we pick the busy
restaurant on Main Street instead of the
empty one next door that might be just
as good it's human nature now do you see
the
secret do you realize the secret about
online influence is timing sound
familiar
just like surfing if you're able to time
doing everything right with the wave
that represents the platform the social
network the environment that you're in
then you're going to benefit from all
that growth that comes with the
development of the actual community now
don't take my word for it just look at
the facts let me show you and let me
prove it to you by looking at the
examples that we talked about before
this chart right here is showing you
Google searches for the word Facebook
and what that works right well that's
good for us is that it's a proxy of the
development of the popularity of
Facebook right if more people are
searching for Facebook is likely the
Facebook is growing this is not
Facebook's numbers this is Google's
numbers by the way now when do you think
Kayla whose largest part of the
community comes from Facebook when do
you think that she started on Facebook I
see it in your faces Union guessing it
right right here which is exactly the
same thing that happened with Zoe on
YouTube or grace with blogging can you
see that these people have been doing
everything right but but much longer and
they've been able to take that wave of
Facebook YouTube or blogging and write
it all the way into online influence now
you're going to be thinking haha if I
want to have massive online influence in
places like Twitter or Facebook or
YouTube or blogging it may already be
too late well you're probably right
about that but like every good surfer
knows there's always the next wave so
what do you think is that wave going to
be do you think it's Instagram maybe its
periscope maybe snapchat podcasting the
truth is I don't know but when you see
that wave you will know it and when you
do remember it's not about you it's
about them and you need to practice
Thanks thank every new
follower you get in that Network give
them praise recognize them for
everything that they do right even
recognize the people that are not your
followers and of course be generous day
in and day out provide content no matter
what it takes do it because if you do
that and you get your timing right you
will be lifted by that wave you will be
carried forward and you'll be able to
surf your way into online influence and
now that I've given you my secret for
online influence there's only two more
things I have for you here one of them
is praise you for being such a great
audience and obviously thank you for the
gift of your attention.
Who is Franc Carreras
Influence, as the power to have an effect on others is at the heart of the human condition. The internet and social media now give all of us the opportunity to expand that influence on a global scale. Why do some people achieve massive online influence and others don't? What would you do if you had that power?
Franc Carreras spent his career developing massive online audiences for artists like Whitney Houston, Maroon 5 or Leona Lewis in America, for brands like Revlon, Pepsi or Colgate in Europe and for himself on Twitter and Instagram. In this talk he will reveal the single most overlooked element of successful and scalable online influence.
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