Narrowcasting: How to Make the Most of Existing Connections
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Having more fans and followers has become a metric by which businesses are often measured in the social space. However, if we look at how conversations happen on social media, it has become primarily a means for broadcasting. In this session for Marketing Profs' Digital Marketing World April virtual conference on Social Media Marketing, we discussed the concept of narrowcasting and how to mine your followers for the people and conversations you're really trying to reach.
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Narrowcasting: How to Make the Most of Existing Connections
- 1. Narrowcasting How to Make the Most of Existing Connections. Amy Vernon #TheLabNYC | #Narrowcast
- 2. This is what we’re encouraged to strive for #TheLabNYC | #Narrowcast
- 3. But what about these folks? #TheLabNYC | #Narrowcast
- 4. We Broadcast All The Time #TheLabNYC | #Narrowcast
- 5. But Who is Listening? #TheLabNYC | #Narrowcast
- 6. NAR·ROW·CAST verb (used without object) [nar-oh-kast, -kahst] To aim a program or programming at a specific, limited audience or sales market. Origin: 1770–80, for an earlier sense; narrow (broad ) cast Source: Dictionary.com #TheLabNYC | #Narrowcast
- 7. Why Narrowcasting? • People follow YOU for a reason Find out why they follow • You follow THEMfor a reason Grow your network through their relevant connections • Not everyone wants to re-engage Focus on those who do #TheLabNYC | #Narrowcast
- 8. Narrowcasting Formula RESEARCH + ENGAGEMENT = GROWTH 1. Researchwho you follow and what they are interested in broadcasting/talking about 2. Engage the followers you have by finding content of interest – Sometimes, it’s re-engaging by re-tweeting their content 3. Grow your network by tracking which of their followers they engage with regularly or are of interest to you… Extending engagement will continue to grow your network. #TheLabNYC | #Narrowcast
- 9. RESEARCH + ENGAGEMENT = GROWTH Find the right people Find the right people #TheLabNYC | #Narrowcast
- 10. RESEARCH + ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 11. RESEARCH + ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 12. RESEARCH + ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 13. RESEARCH+ ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 14. RESEARCH+ ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 15. RESEARCH+ ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 16. RESEARCH+ ENGAGEMENT = GROWTH • Daily routine (start with 10 minutes a day) • List creation (easy with the right tools) • Schedule tweets to keep the momentum going #TheLabNYC | #Narrowcast
- 17. How? Tools! RESEARCH ENGAGEMENT GROWTH (Schedule, Share & Repeat ) #TheLabNYC | #Narrowcast
- 18. Tools for RESEARCH + ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 19. Tools for RESEARCH + ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 20. Tools for RESEARCH + ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 21. Tools for RESEARCH + ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 22. Tools for RESEARCH + ENGAGEMENT = GROWTH #TheLabNYC | #Narrowcast
- 23. About Us Internet Media Labs is single-minded in its drive to create technology & services that focus on relevance, the social web and the enterprise. #TheLabNYC | #Narrowcast
- 24. Amy Vernon As General Manager of Social Marketing for Internet Media Labs, Amy helps IML’s clients make the most out of their social marketing • 20 years in newspaper journalism • Part of the 1993 Pulitzer-winning Miami Herald staff • Top female submitter of all time on Digg.com • Secret passion: Spreadsheets avernon@internetmedialabs.com @AmyVernon www.Facebook.com/AmyVernon @InternetLabs www.Facebook.com/InternetMediaLabs http://j.mp/AmyVGplus http://j.mp/IMLGplus www.internetmedialabs.com | #TheLabNYC | #Narrowcast
Editor's Notes
- We use hashtags, very often, to help filter that broadcast and also to find other conversations
- The word has been around a long time; the overall concept is not new, and it seems every time we create a new means of communication, we have to re-learn narrowcasting/targeting/segmenting.SLIDE 16
- Search by bio, location, other aspects. PRE-REQUISITE: You need to know who you’re trying to talk to.
- What topics is Steve tweeting about? If he’s not involved in conversations relating to your topic, it likely isn’t worth reaching out over that topic.
- Don’t have to just look at who’s following you, and look at different kinds of people, locations.
- See what other topics they’ve self-selected as specialties
- These are the topics I want to be associated with
- Twylah helps find content in the subjects you ask them for
- oneQube content
- See who your friends are talking to
- See what topics a person is talking about (not just what they *say* they are talking about) on Twylah
- I love Tweetdeck for daily engagement.
- Monitor your Twitter lists on Hootsuite
- IFTTT helps me automate the small details of tasks so I can focus on *finding* the content instead of moving it from one place to another
- Buffer allows me to schedule so I don’t bombard people with a ton of content at once.