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S H O T G U N S T R U M P R I F L E S
W H Y Y O U R S O C I A L M E D I A S T R A T E G Y I S N O W A V O L U M E P L A Y
@JayBaer
@JayBaer
J AY B A E R
C O N V I N C E & C O N V E R T
D I G I TA L M A R K E T I N G A D V I S O R S T O M A J O R B R A N D S
D O E S A N Y O N E H E A R I T ?
I F A T R E E FA L L S I N T H E F O R E S T
W H AT ’ S T H E
P O I N T I N
D O I N G S O ?
I F Y O U P O S T S O M E T H I N G T O
S O C I A L T H A T N O B O D Y S E E S
@JayBaer
B U T T O TA L
R E A C H I S N ’ T
R E A L LY
R E L E VA N T.
T H I S H A S P O O R R E A C H
@JayBaer
W H AT Y O U R E A L LY N E E D I S
R E L I A B L E R E A C H .
@JayBaer
R E L I A B L E R E A C H I S T H E A B I L I T Y
T O S E N D A M E S S A G E T O A
P E R S O N W H O H A S R E Q U E S T E D
T O H E A R F R O M Y O U …
@JayBaer
A N D F O R T H AT P E R S O N T O
A C T U A L LY R E C E I V E T H E
M E S S A G E .
@JayBaer
I S T H AT T O O M U C H F O R
M O D E R N B U S I N E S S T O A S K ?
@JayBaer
E M A I L O F F E R S R E L I A B L E R E A C H .
@JayBaer
P H O N E O F F E R S R E L I A B L E R E A C H .
@JayBaer
D I R E C T M A I L O F F E R S R E L I A B L E
R E A C H .
@JayBaer
E V E N FA X O F F E R S R E L I A B L E R E A C H .
@JayBaer
B U T I N T H E M A J O R S O C I A L
M E D I A P L AT F O R M S , R E L I A B L E
R E A C H B A R E LY E X I S T S .
@JayBaer
I S T H E B I G G E S T B U S I N E S S L I E
S I N C E M A G I C P O T I O N S .
P O T E N T I A L I M P R E S S I O N S V S . A C T U A L I M P R E S S I O N S I N S O C I A L
N O W H E R E N E A R
1 2 2 , 0 0 0 P E O P L E
W I L L S E E I T.
I F I S E N D T H I S T W E E T … .
@JayBaer
A N D T H E S A M E I S T R U E H E R E .
@JayBaer
A N D H E R E .
@JayBaer
A N D H E R E .
@JayBaer
@JayBaer
A N D E S P E C I A L LY H E R E , W H E R E
R E L I A B L E O R G A N I C R E A C H H A S
N E A R LY D I S A P P E A R E D I N
M A N Y C A S E S .
W E K E E P S E N D I N G M O R E A N D
M O R E M E S S A G E S A N D T RY I N G
T O R E A C H P E O P L E …
@JayBaer
… B U T W E M O S T LY J U S T G E T
B U S Y S I G N A L S .
@JayBaer
T H E R E A R E T H R E E R E A S O N S
R E L I A B L E R E A C H I S N E A R LY
I M P O S S I B L E O N M A J O R S O C I A L
M E D I A P L AT F O R M S .
@JayBaer
F I R S T, I S T H E V E RY N AT U R E O F
T H E S O C I A L “ S T R E A M . ”
@JayBaer
M O S T M A J O R S O C I A L O U T P O S T S
E M P L O Y A O N E - T O - M A N Y
R E L AT I O N S H I P A N D M E S S A G I N G
S C H E M A , I N C L U D I N G :
@JayBaer
FA C E B O O K
@JayBaer
T W I T T E R
@JayBaer
G O O G L E +
@JayBaer
L I N K E D I N
@JayBaer
P I N T E R E S T
@JayBaer
I N S TA G R A M
@JayBaer
V I N E
@JayBaer
Y O U T U B E
@JayBaer
O N E - T O - M A N Y I S T H E V E RY
H E A R T B E AT O F T H E “ E V E RY O N E
I S A P U B L I S H E R ” C O M M U N I C AT I O N
E V O L U T I O N .
@JayBaer
B U T M AY B E O N E - T O - M A N Y I S N ’ T
T H E A N S W E R ?
@JayBaer
M AY B E W E D O N ’ T A L L WA N T T O
B E P U B L I S H E R S ?
@JayBaer
Y O U T H A R E F L O C K I N G T O
P L AT F O R M S T H AT A R E O N E - T O -
O N E O R O N E T O A ( C H O S E N )
F E W…
@JayBaer
… L I K E S N A P C H AT
@JayBaer
L I K E W H AT S A P P
@JayBaer
L I K E K I K
@JayBaer
L I K E S E C R E T
@JayBaer
A N D E V E N S M S .
@JayBaer
@JayBaer
D AV I D S A C K S , C E O O F YA M M E R
S E C O N D , W H E N E V E RY O N E I S A
P U B L I S H E R S E E K I N G R E A C H …
@JayBaer
… C A N A N Y O N E B E A P U B L I S H E R
W I T H R E L I A B L E R E A C H ?
@JayBaer
I N T O D AY ’ S B I G S O C I A L
P L AT F O R M S , Y O U C O M P E T E F O R
AT T E N T I O N A G A I N S T
E V E RY T H I N G .
@JayBaer
Y O U C O M P E T E A G A I N S T Y O U R
C O M P E T I T O R S .
@JayBaer
Y O U C O M P E T E A G A I N S T Y O U R
C U S T O M E R S .
@JayBaer
Y O U C O M P E T E A G A I N S T Y O U R
C U S T O M E R S ’ F R I E N D S
A N D FA M I LY.
@JayBaer
@JayBaer
@JayBaer
@JayBaer
@JayBaer
A N D Y O U C O M P E T E A G A I N S T
T H E F L O T S A M A N D J E T S A M O F
L I F E , S P O R T S A N D C E L E B R I T Y.
@JayBaer
Y O U R B R A N D I S A N I N T E R L O P E R ,
T O L E R AT E D B E C A U S E I T K E E P S
S O C I A L M E D I A F R E E F O R T H E
R E S T O F U S .
@JayBaer
N O B O D Y S AY S “ M Y FAV O R I T E
PA R T O F S O C I A L M E D I A I S
C O M PA N Y ’ S PA R T I C I PAT I N G
I N I T. ”
@JayBaer
S O , T H E C O M M U N I C AT I O N S
C A C O P H O N Y I N T H E O N E - T O -
M A N Y W O R L D I S S TA G G E R I N G .
@JayBaer
T H E AV E R A G E FA C E B O O K U S E R I S
“ D U E ” 1 , 5 0 0 N E W S F E E D I T E M S
E V E RY T I M E T H E Y S I G N O N .
( FA C E B O O K E X E C I N T E R V I E W, 2 0 1 3 )
@JayBaer
R E L I A B L E R E A C H I S
M AT H E M AT I C A L LY D A U N T I N G D U E
T O T H E A M O U N T O F C O N T E N T
W E ’ R E “ D U E ” …
@JayBaer
T H I R D , S O C I A L M E D I A C H A N N E L S
A R E E C O N O M I C A L LY
I N C E N T I V I Z E D T O N O T D E L I V E R
R E L I A B L E R E A C H
@JayBaer
W H Y P R O V I D E R E L I A B L E R E A C H
F O R F R E E , W H E N W E ’ V E P R O V E N
O U R S E LV E S W I L L I N G T O PAY
F O R I T ?
@JayBaer
@JayBaer
F R O M F E B R U A RY 2 0 1 3 T O F E B R U A RY 2 0 1 4 ,
FA C E B O O K S T O C K I N C R E A S E D 1 5 4 % A S
O R G A N I C R E A C H P L U M M E T E D .
M O S T S O C I A L P L AT F O R M S A R E
P U B L I C C O M PA N I E S , M E A N I N G
T H E Y A R E L E G A L LY R E S P O N S I B L E
F O R T H E I R S U C C E S S , N O T Y O U R S .
@JayBaer
T H E F R E E L U N C H O N P I N T E R E S T
A N D I N S TA G R A M W I L L E N D
T O O , B E C A U S E FA C E B O O K H A S
P R O V E N I T W I L L W O R K
@JayBaer
S O , W H AT S H O U L D Y O U D O
A B O U T I T ?
@JayBaer
I B E L I E V E I T ’ S T I M E T O VA L U E
T H E S H O T G U N O V E R T H E R I F L E .
@JayBaer
T H E R I F L E A P P R O A C H I S T O
I N V E S T I N E X C E L L E N C E .
@JayBaer
T H E R I F L E A P P R O A C H I S T O B U I L D
A G R E AT C O M M U N I T Y O N T H E
B A C K O F O U T S TA N D I N G C O N T E N T
A N D S H A R P E N G A G E M E N T.
@JayBaer
T H E R I F L E A P P R O A C H S AY S D O N ’ T
G E T I N V O LV E D I N A P L AT F O R M
U N L E S S Y O U C A N D O I T R I G H T.
@JayBaer
T H E R I F L E A P P R O A C H S AY S T O
D E V E L O P A U N I Q U E E D I T O R I A L
A P P R O A C H F O R E A C H
P L AT F O R M .
@JayBaer
T H E A B S E N C E O F R E L I A B L E
R E A C H M A K E S T H E R I F L E
A P P R O A C H I N E F F I C I E N T A N D
C O N T R A RY T O M AT H E M AT I C A L
R E A L I T I E S .
@JayBaer
T H E S H O T G U N A P P R O A C H S AY S
T H E R E I S N O M A G I C B U L L E T I N
S O C I A L , S O Y O U N E E D T O
I N V E S T I N B R O A D
D I S T R I B U T I O N .
@JayBaer
T H E S H O T G U N A P P R O A C H S AY S
Y O U S H O U L D B E E V E RY W H E R E
A N D T H AT T O TA L P L AT F O R M
S I Z E I S S E C O N D A RY.
( A N D P O S S I B LY I R R E L E VA N T )
@JayBaer
( I F FA C E B O O K H A S 1 . 2 B I L L I O N
M E M B E R S , B U T Y O U R P O S T S
O N LY R E A C H 8 1 P E O P L E , T H AT
1 . 2 B I L L I O N F I G U R E I S P R E T T Y
D A M N P O I N T L E S S D AY- T O - D AY )
@JayBaer
T H E S H O T G U N A P P R O A C H S AY S
T H AT S I N C E T H E R E ’ S N O WAY
T O G U A R A N T E E A PA R T I C U L A R
M E S S A G E W I L L B E S E E N B Y A
PA R T I C U L A R P E R S O N …
@JayBaer
… Y O U S H O U L D S E N D M E S S A G E S
O N M U LT I P L E P L AT F O R M S T O
M A X I M I Z E T H E L I K E L I H O O D
T H AT S O M E M E S S A G E W I L L
R E A C H E A C H P E R S O N .
@JayBaer
A N D , Y O U S H O U L D I N C R E A S E
Y O U R P U B L I C AT I O N F R E Q U E N C Y
O N A L L P L AT F O R M S .
@JayBaer
Y O U N E E D T O B E M A K I N G M O R E
C O N T E N T I N M O R E P L A C E S .
@JayBaer
T H E S H O T G U N A P P R O A C H S AY S
Y O U S H O U L D B E AT O M I Z I N G
Y O U R C O N T E N T A N D P O S T I N G
S I M I L A R M E S S A G E S , I N
D I F F E R E N T WAY S , I N M A N Y
P L A C E S .
@JayBaer
@JayBaer
T H E R I F L E A P P R O A C H
@JayBaer
T H E S H O T G U N A P P R O A C H
T H E S H O T G U N A P P R O A C H
S E E K S T O B U I L D A T O U C H -
P O I N T C O R R A L , C O N N E C T I N G
W I T H E A C H C U S T O M E R O R
P R O S P E C T I N A S M A N Y P L A C E S
A S P O S S I B L E .
( I N C L U D I N G E M A I L , S O C I A L O U T P O S T S , S M S )
@JayBaer
T H E S H O T G U N A P P R O A C H U S E S
D I F F E R E N T S U C C E S S
M E T R I C S , T O O .
@JayBaer
F O C U S O N Y O U R T O TA L
C O N N E C T I O N S A C R O S S A L L
C H A N N E L S , N O T R E A C H O R
E N G A G E M E N T B Y C H A N N E L .
@JayBaer
F O C U S O N I N C R E A S I N G
AV E R A G E C O N N E C T I O N P O I N T S
P E R C U S T O M E R , A C R O S S
A L L C H A N N E L S .
@JayBaer
T H E S H O T G U N A P P R O A C H
I S N ’ T E A S Y.
@JayBaer
I T R E Q U I R E S A U N I F I E D V I E W O F
C U S T O M E R S A C R O S S
S O C I A L C H A N N E L S .
@JayBaer
A N D T H E S H O T G U N A P P R O A C H
I S N ’ T W H AT W E ’ V E B E E N
TA U G H T I S T H E “ R I G H T WAY ” T O
D O S O C I A L M E D I A .
@JayBaer
T H E R U L E S O F T H E G A M E
H AV E C H A N G E D .
@JayBaer
B U T T H AT D O E S N ’ T M E A N Y O U
C A N ’ T C O N T I N U E H AV I N G
T R E M E N D O U S S U C C E S S .
@JayBaer
B U T C H A N G E S I N T H E M AT H O F
S O C I A L M E D I A R E Q U I R E Y O U T O
A S K Y O U R S E L F A S I M P L E
Q U E S T I O N …
@JayBaer
I S T H E S H O T G U N M O R E
E F F E C T I V E T H A N T H E R I F L E ?
@JayBaer
@JayBaer
J AY B A E R
C O N V I N C E & C O N V E R T
D I G I TA L M A R K E T I N G A D V I S O R S T O M A J O R B R A N D S
@JayBaer
B R A N D N E W
E V E RY D AY
3 M I N U T E S
!
!
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Why Your Social Media Strategy is Now a Volume Play

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  • 42. A N D E V E N S M S . @JayBaer
  • 43. @JayBaer D AV I D S A C K S , C E O O F YA M M E R
  • 44. S E C O N D , W H E N E V E RY O N E I S A P U B L I S H E R S E E K I N G R E A C H … @JayBaer
  • 45. … C A N A N Y O N E B E A P U B L I S H E R W I T H R E L I A B L E R E A C H ? @JayBaer
  • 46. I N T O D AY ’ S B I G S O C I A L P L AT F O R M S , Y O U C O M P E T E F O R AT T E N T I O N A G A I N S T E V E RY T H I N G . @JayBaer
  • 47. Y O U C O M P E T E A G A I N S T Y O U R C O M P E T I T O R S . @JayBaer
  • 48. Y O U C O M P E T E A G A I N S T Y O U R C U S T O M E R S . @JayBaer
  • 49. Y O U C O M P E T E A G A I N S T Y O U R C U S T O M E R S ’ F R I E N D S A N D FA M I LY. @JayBaer
  • 54. A N D Y O U C O M P E T E A G A I N S T T H E F L O T S A M A N D J E T S A M O F L I F E , S P O R T S A N D C E L E B R I T Y. @JayBaer
  • 55. Y O U R B R A N D I S A N I N T E R L O P E R , T O L E R AT E D B E C A U S E I T K E E P S S O C I A L M E D I A F R E E F O R T H E R E S T O F U S . @JayBaer
  • 56. N O B O D Y S AY S “ M Y FAV O R I T E PA R T O F S O C I A L M E D I A I S C O M PA N Y ’ S PA R T I C I PAT I N G I N I T. ” @JayBaer
  • 57. S O , T H E C O M M U N I C AT I O N S C A C O P H O N Y I N T H E O N E - T O - M A N Y W O R L D I S S TA G G E R I N G . @JayBaer
  • 58. T H E AV E R A G E FA C E B O O K U S E R I S “ D U E ” 1 , 5 0 0 N E W S F E E D I T E M S E V E RY T I M E T H E Y S I G N O N . ( FA C E B O O K E X E C I N T E R V I E W, 2 0 1 3 ) @JayBaer
  • 59. R E L I A B L E R E A C H I S M AT H E M AT I C A L LY D A U N T I N G D U E T O T H E A M O U N T O F C O N T E N T W E ’ R E “ D U E ” … @JayBaer
  • 60. T H I R D , S O C I A L M E D I A C H A N N E L S A R E E C O N O M I C A L LY I N C E N T I V I Z E D T O N O T D E L I V E R R E L I A B L E R E A C H @JayBaer
  • 61. W H Y P R O V I D E R E L I A B L E R E A C H F O R F R E E , W H E N W E ’ V E P R O V E N O U R S E LV E S W I L L I N G T O PAY F O R I T ? @JayBaer
  • 62. @JayBaer F R O M F E B R U A RY 2 0 1 3 T O F E B R U A RY 2 0 1 4 , FA C E B O O K S T O C K I N C R E A S E D 1 5 4 % A S O R G A N I C R E A C H P L U M M E T E D .
  • 63. M O S T S O C I A L P L AT F O R M S A R E P U B L I C C O M PA N I E S , M E A N I N G T H E Y A R E L E G A L LY R E S P O N S I B L E F O R T H E I R S U C C E S S , N O T Y O U R S . @JayBaer
  • 64. T H E F R E E L U N C H O N P I N T E R E S T A N D I N S TA G R A M W I L L E N D T O O , B E C A U S E FA C E B O O K H A S P R O V E N I T W I L L W O R K @JayBaer
  • 65. S O , W H AT S H O U L D Y O U D O A B O U T I T ? @JayBaer
  • 66. I B E L I E V E I T ’ S T I M E T O VA L U E T H E S H O T G U N O V E R T H E R I F L E . @JayBaer
  • 67. T H E R I F L E A P P R O A C H I S T O I N V E S T I N E X C E L L E N C E . @JayBaer
  • 68. T H E R I F L E A P P R O A C H I S T O B U I L D A G R E AT C O M M U N I T Y O N T H E B A C K O F O U T S TA N D I N G C O N T E N T A N D S H A R P E N G A G E M E N T. @JayBaer
  • 69. T H E R I F L E A P P R O A C H S AY S D O N ’ T G E T I N V O LV E D I N A P L AT F O R M U N L E S S Y O U C A N D O I T R I G H T. @JayBaer
  • 70. T H E R I F L E A P P R O A C H S AY S T O D E V E L O P A U N I Q U E E D I T O R I A L A P P R O A C H F O R E A C H P L AT F O R M . @JayBaer
  • 71. T H E A B S E N C E O F R E L I A B L E R E A C H M A K E S T H E R I F L E A P P R O A C H I N E F F I C I E N T A N D C O N T R A RY T O M AT H E M AT I C A L R E A L I T I E S . @JayBaer
  • 72. T H E S H O T G U N A P P R O A C H S AY S T H E R E I S N O M A G I C B U L L E T I N S O C I A L , S O Y O U N E E D T O I N V E S T I N B R O A D D I S T R I B U T I O N . @JayBaer
  • 73. T H E S H O T G U N A P P R O A C H S AY S Y O U S H O U L D B E E V E RY W H E R E A N D T H AT T O TA L P L AT F O R M S I Z E I S S E C O N D A RY. ( A N D P O S S I B LY I R R E L E VA N T ) @JayBaer
  • 74. ( I F FA C E B O O K H A S 1 . 2 B I L L I O N M E M B E R S , B U T Y O U R P O S T S O N LY R E A C H 8 1 P E O P L E , T H AT 1 . 2 B I L L I O N F I G U R E I S P R E T T Y D A M N P O I N T L E S S D AY- T O - D AY ) @JayBaer
  • 75. T H E S H O T G U N A P P R O A C H S AY S T H AT S I N C E T H E R E ’ S N O WAY T O G U A R A N T E E A PA R T I C U L A R M E S S A G E W I L L B E S E E N B Y A PA R T I C U L A R P E R S O N … @JayBaer
  • 76. … Y O U S H O U L D S E N D M E S S A G E S O N M U LT I P L E P L AT F O R M S T O M A X I M I Z E T H E L I K E L I H O O D T H AT S O M E M E S S A G E W I L L R E A C H E A C H P E R S O N . @JayBaer
  • 77. A N D , Y O U S H O U L D I N C R E A S E Y O U R P U B L I C AT I O N F R E Q U E N C Y O N A L L P L AT F O R M S . @JayBaer
  • 78. Y O U N E E D T O B E M A K I N G M O R E C O N T E N T I N M O R E P L A C E S . @JayBaer
  • 79. T H E S H O T G U N A P P R O A C H S AY S Y O U S H O U L D B E AT O M I Z I N G Y O U R C O N T E N T A N D P O S T I N G S I M I L A R M E S S A G E S , I N D I F F E R E N T WAY S , I N M A N Y P L A C E S . @JayBaer
  • 80. @JayBaer T H E R I F L E A P P R O A C H
  • 81. @JayBaer T H E S H O T G U N A P P R O A C H
  • 82. T H E S H O T G U N A P P R O A C H S E E K S T O B U I L D A T O U C H - P O I N T C O R R A L , C O N N E C T I N G W I T H E A C H C U S T O M E R O R P R O S P E C T I N A S M A N Y P L A C E S A S P O S S I B L E . ( I N C L U D I N G E M A I L , S O C I A L O U T P O S T S , S M S ) @JayBaer
  • 83. T H E S H O T G U N A P P R O A C H U S E S D I F F E R E N T S U C C E S S M E T R I C S , T O O . @JayBaer
  • 84. F O C U S O N Y O U R T O TA L C O N N E C T I O N S A C R O S S A L L C H A N N E L S , N O T R E A C H O R E N G A G E M E N T B Y C H A N N E L . @JayBaer
  • 85. F O C U S O N I N C R E A S I N G AV E R A G E C O N N E C T I O N P O I N T S P E R C U S T O M E R , A C R O S S A L L C H A N N E L S . @JayBaer
  • 86. T H E S H O T G U N A P P R O A C H I S N ’ T E A S Y. @JayBaer
  • 87. I T R E Q U I R E S A U N I F I E D V I E W O F C U S T O M E R S A C R O S S S O C I A L C H A N N E L S . @JayBaer
  • 88. A N D T H E S H O T G U N A P P R O A C H I S N ’ T W H AT W E ’ V E B E E N TA U G H T I S T H E “ R I G H T WAY ” T O D O S O C I A L M E D I A . @JayBaer
  • 89. T H E R U L E S O F T H E G A M E H AV E C H A N G E D . @JayBaer
  • 90. B U T T H AT D O E S N ’ T M E A N Y O U C A N ’ T C O N T I N U E H AV I N G T R E M E N D O U S S U C C E S S . @JayBaer
  • 91. B U T C H A N G E S I N T H E M AT H O F S O C I A L M E D I A R E Q U I R E Y O U T O A S K Y O U R S E L F A S I M P L E Q U E S T I O N … @JayBaer
  • 92. I S T H E S H O T G U N M O R E E F F E C T I V E T H A N T H E R I F L E ? @JayBaer
  • 93. @JayBaer J AY B A E R C O N V I N C E & C O N V E R T D I G I TA L M A R K E T I N G A D V I S O R S T O M A J O R B R A N D S
  • 94. @JayBaer B R A N D N E W E V E RY D AY 3 M I N U T E S ! ! JayToday.TV