How The Facebook News Feed Changes Impact Digital Strategy
Facebook is now focused on facilitate the most meaningful interactions between PEOPLE, rather than the previous mandate of helping people find the most meaningful content… Full press release here.
Why this shift?
Mark Zuckerberg stated that: “If what we’re here to do is help people build relationships, then we need to adjust.”
So what does this mean for your business, what impact will this have on content creation and social media marketing as a whole? I believe this will have a massive impact and a positive one once people understand the shift and are open to a new focused strategy on using social media especially Facebook to facilitate conversations, inspire and motivate their community and most importantly become relatable through leveraging initiatives such as employee advocacy and influencer marketing.
Community Is The Future Of Business! Facebook is now empowering brands investing in community!Click To Tweet
I’ve been preaching for many years that “Community is the future of business” and I believe Facebook with these changes will start empowering those brands that invest in community rather than those that gamify the system by sharing viral videos that simply attract spectators not audiences.
Watch my Facebook Live on the topic below or if you want to listen to the podcast episode you can click the links below!
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Enjoyed this episode? Watch Live:
As always you can listen to the show on any of the podcast apps and make sure to follow the host Brian Fanzo better known as @iSocialFanz on both Facebook Live & Periscope so you can watch the shows LIVE each week.
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00:02 Welcome back to another episode of FomoFanz. My name is Brian Fanzo. Oh, founder, CEO of iSocialFanz And I’m here to cure your fear of missing out. And today we’re going to actually do this kind of in real time breaking news style as last night there was exciting or kind of crazy changes in the world of facebook. And let’s face it, most people that listen to this show know that I always say #InZuckWeTrust. Therefore, if Zuckerberg is making a change or if facebook’s doing something impacts every business, every social network, every marketing agency. , and, and this is no different and this is probably one of the biggest changes that facebook has implemented it in a long time. , and I’m going to kind of break down this facebook change, but I’m going to break down what this means for social media as a whole.
00:52 And it’s funny enough, this actually plays into what I believe the future of social media will be about social. Right? And, and this is exciting because facebook’s taking a major risk. I believe their stock is down four percent this morning, but I believe the bigger picture of what facebook believes in, and this is definitely a mark Zuckerberg type initiative. Um, I’m excited to see where this goes and I’m excited to see, um, how we can help brands kind of stand out from the noise and leverage this change, but for those that are not, that are not aware of the change or want me to kind of break it down, what facebook has pretty much come out and said is there going to overhaul the news feed and how they rank what you see in your newsfeed and they’re going to give more preferential treatment to friends and family and conversations instead of brand pages or links or videos that get a lot of views.
01:48 And one of the things that I think the first thing that jumped out at me on this whole conversation is that they were kept using the word conversation. They didn’t say engagement, they didn’t say interactions. Their focus now is on conversations and they even went as far as to talk about the amount. Somebody comments. So right now I’m live on facebook live. Thank you everybody that’s watching. Thank you that are sharing this to your facebook feed, but the amount of people that are commenting in the facebook, um, you know, watching this facebook live right now, the longer the comment, the more engaged the comment, the more thought provoking the comment, the more that’s going to be rewarded. And what that means is if, if I, if, if you’re, if you’re a friend of mine on facebook and I’m engaging, I’m creating conversation, I’m writing these detailed comments about a post, people that are also friends with me on facebook are going to see it have a more likelihood of seeing that post.
02:43 Because ultimately what that means is that if I like it and I’m so engaged that it’s creating a conversation that more than likely or not, that people that are friends with me that follow me are also going to find value in this conversation, in this topic. And I think this is exciting them. And the main reason is, isn’t that what social media has always been about? And let’s face it, I mean for the longest time we’ve had an argument about organic reach and versus, you know, a paid reach. And then we had an argument about, you know, what the value is of facebook pages versus facebook groups. But if we take a step back, one of the things that I wanted to read from the Zuckerberg or one of the comments that, you know, I thought was really important with Mark Zuckerberg’s announcement was their goal with this change is to facilitate more meaningful interactions between people.
03:37 Let me repeat that again. Facilitate more meaningful interactions between people. Right? We get on social media, social media was put there for people talking to people, right? And yes, marketers ruin everything and yes, marketers jump in and we take advantage of that. But ultimately this is a fundamental shift and it’s been happening in businesses for the last five years. Just social media hasn’t read, has been rewarding the bad behavior still. And what I mean by bad behavior and put that in context, I think behaviors that brands, brands have figured out how to work the algorithm. They’ve figured out that if they, if they upload viral videos to their facebook feed and people that are watching that are drive by, you know, let’s, let’s, let’s, let’s separate these two things, right? You have spectators and then you have your audience, right? Spectators are those that are drive buying your feed.
04:29 Maybe they like your facebook page, like buzzfeed or let’s say Cheddar and you see that viral video, right? Somebody skiing on top of the water or somebody, um, you know, doing something kind of crazy. A spectator just kind of stops on their feed. They watched that for a little bit there kind of entertained than they scroll up. Again, more than likely they’re going to see that video about 50 times over the next month because every brand that wants to work the organic reach algorithm post those ridiculous videos, viral videos because it gets them 1,000,000 views and it pushes things. All these different directions. But here’s the thing, that’s not what facebook’s about. Social media is about. And ultimately what that was doing was that was just getting manufactured, was giving you a mass manufactured spectator view. And let me explain that a little bit more spectator view as in people that like a facebook page, those are spectators, they don’t become part of your audience, they don’t become part of your community.
05:25 They ultimately don’t become valuable for your business until they start to interact. They start to be inspired, they smart to be motivated, they start to be educated and ultimately you inspire them to take a another action. And so what facebook is doing, and this is a shift, right? They’ve, they’ve openly admitted, and this is what I thought was really interesting with facebook. Facebook came out and said, we under we. Our goal is to get people to spend less time on facebook, but the time they do spend on facebook, having it have a more positive interaction and having it more, you know, more engaged. And how exciting is that, right? The idea that when we’re on a social network, we’re not, we’re not overwhelmed by brand content or advertising. We’re not disgusted by all of the things that someone can post or they can work the organic view.
06:16 Ultimately, what this is starting to do, and this is where my whole, you know, let, let let’s, this is easy plug for me. I woke up today super excited for this change because brands that are willing to think like a fan, brands that are willing to embrace the concept that they don’t create content. They don’t, you know, create facebook posts to get people to, you know, get, go viral or they don’t create facebook posts so that they know are all of a sudden trending. Their goal is to create conversation to build rapport and relationships with their audience, to, to, for people to better understand who they are, what they’re all about and ultimately why they should be doing business with them. Brands that start to shift their content this direction are going to be rewarded on facebook. Now a lot of people are going to look at this massive change and be like, well, facebook just once more brands to be using advertising dollars for their, for their business accounts and let’s face it, if you had a facebook page in 2017 and you weren’t putting paid behind it, you probably won’t.
07:20 Maximizing your value in facebook, just like everything in marketing there, there has to be some dollar spend put behind it to reach certain demographics, certain audiences and facebook custom audiences are freaking powerful as hell. You can do look alike audiences. There’s so much that you can do in the advertising space on facebook that will still be there and they’re still. It’s going to shift a little bit and how it’s displayed and where the interaction is, but here’s the exciting part. This is what I really think that we have to look at is what what you know, what Mark Zuckerberg and facebook is, is focusing on here is they want positive interaction, positive sentiments, and they want positive conversation when people are engaging on facebook, so know what this really means. If you’re able to turn your fans into advocates, turn your advocates into evangelist of your brand, all of a sudden you’re going to shift a lot of this conversation on social media to being very conversationalize.
08:19 Therefore, this is a great opportunity for businesses to better understand their customer, to build rapport with their customer, and ultimately this is a play, in my opinion, for employee advocacy and influence or marketing. I think employee advocacy and influence or marketing just got a giant shot in the arm today with this change because let’s face it, a brand sharing out something that you know, yes, that’s a brand talking about it, but when you get somebody that works for a company or someone that is working with a company and they’re so inspired and they have trust with their community and their audience, that they share something, then that’s where the conversation starts. This is also going to reward people that actually add context to what they share. Right? And for everyone that’s out there, I love that there’s a giant live audience here. Thank you everybody for tuning in on the live feed on facebook live and periscope.
09:12 I love your comments. You know, even a Kendra said even more of a reason to leverage a micro influencer strategy. Yes, I agree completely on that comment. Um, there’s lots of, you know, lots of. This is going to shift, right? It’s not only going to shift to a more positive sentiments, but one of the things that I think we have to look at this ad and kind of a bigger picture is we have to look and say how can we as a brand now start understanding the power of conversations, right? Because for the longest time we’ve been looking at it and say, how do I get likes? How do I get engagement? How do I get organic reach? But the hardest part for social media managers has been, how do I prove that that has any business value, right? I mean everyone that’s listening to this, if you’ve ever managed a social media account, when you say, Hey, that post got 4,000 likes and it got 40 comments, and then the question goes, what does that mean for my business on?
10:08 You’re like, oh crap. Like now I got to go figure out. Like I gotta do some math equation and let’s face it, a lot of agencies, and I’m going to call out, you know, agents, a lot of agencies out there have been selling Unicorns and rainbows and the reason they’ve been able to sell unicorns and rainbows is because it’s worked and facebook has rewarded that, right? Facebook has truly told brands for the longest time, if all of a sudden, if you increase your reach by posting, reposting a viral video and we’re going to give you her other posts, more organic reach. Like ultimately what facebook was trying to inspire was being, was being cannibalized by the facebook algorithm the way it was working up until now. Right? And I love, I love, there’s a lot of people that are jumping in here saying hi. Uh, thanks everybody for jumping in, listening.
10:55 Uh, I sure do hope that they will default to the most recent fresh conversations. Not most popular in the timeline. Uh, that’s from Jenny. Um, I, you know, one of the things that we’re going to start to see is that we ask you, we have, we have to have, we have to have two different views here, right? Everyone that’s listening to this, majority of everything. I think 99 point nine percent of my community is on facebook, right? So us as a facebook consumer, that’s one thing, right? The other person is us as a facebook social media marketer. And so as a facebook consumer, I want to see most recent comments. I want to be able to prioritize which of my friends, things that I like write, some of my friends, they posted nothing but negative stuff about, you know, politics and religion. And the last thing I want to do is see their stuff more in my feed, right?
11:39 But the users should start to see much more control in what they’re seeing. But as a social media marketer, here’s what, here’s what’s exciting. If you’re, if you’re content resonates so much with somebody that inspires a reader, a consumer, to share it with their facebook audience and do it in a way where they actually share it to spur conversation, your content is going to have massive reach and it’s going to have massive value because now it almost turns into these conversations end up being your social good. You know you can use it for better understanding your customer demands better. Understanding user behavior is one of the things that I first thought of is you’re going to also be able to better understand your competition. Right? And so if I’m out there, if I’m a brand listening right now, what the first thing I do is I go to my.
12:30 I go to my agency and say, OK, let’s scrap everything that we had to say about how do we create more organic reach and how do we get our posts to be seen more by our feed and let’s shift the conversation to a different conversation. Let’s shift the conversation on facebook to say, what do my fans care about? What does my audience like to have conversations about? And how can I facilitate these conversations in a way that it not only looks good for me as a brand, but it helps my community, right? And this is that whole Maya Angelo quote, right? People don’t remember what you tell them. People remember how you make them feel and how do you make people feel on facebook, you have conversations that impact their lives, you create content and you share things that people ultimately are inspired by, are motivated by.
13:20 And so when I, you know, this is a great day for me because my whole philosophy is think like a fan and I, I’m gonna launch. I’m a build a new keynote directly off of this news because the whole thing like a fan concept is when you’re, if you were a fan of your brand, if you went reached out to all the fans of your brand, you want to have a conversation. And let me, let me pick one of my favorite brands. Converse, right? I love Chuck Taylor shoes. I love converse shoes, right? Commerce has done a great job of always pushing shoe pictures and videos about the shoes, but they’ve never talked about the why. They never had a conversation about why people like their shoes, even though sometimes they’re uncomfortable, they’ve never had the conversation about how they’re made on social media. They’ve never had the conversation about why certain people get picked as artists for coloring on those shoes, for us to be able to purchase.
14:08 Right? So the conversation, and this is assignment setting, play in a, in a, in a bigger picture, we’re going to start to see a lot more value being placed into talking about why and how this impacts your community Moreso yet they are owned by Nike now. Good point. Moreso than what you do and what you have. Right? And this is exciting news, right? I am beyond excited because guess what? People and brands and agencies and marketing thought leaders that have been pitching the idea that you just got to post, you know this random picture or re share this viral video, or if we post five times a day, it’s going to get rewarded. Guess what’s going to get rewarded for being social on social media? Guess what’s going to be rewarded, have building relationships on social media, [inaudible] going to be rewarded. Starting conversations that do one of three things.
15:02 Inspire people, motivate people, or educate people, right? Think about this, right? This is, this is the, this is something that I am beyond, beyond, inspired by because what, what Mark Zuckerberg is doing, what they’re talking about here is they want your audience to spend less time on facebook browsing and being a spectator and more time being an audience member, participating in groups, having conversations. This is a massive shift and this is why, you know, and, and this is, this is what I’m all about. Yes. And, and, uh, caring count. I see jumping in a what’s up, Adam from caring counts. Um, this is what I’ve been preaching for a long time, but here’s the reason that I don’t think it’s worked is that, you know, I tell a brand that they need to do this or I work with a brand. We built out a strategy and it works at the same time.
15:51 The viral video strategy was working at the same time, posting a lot of content, using hashtags or newsjacking was working, but this is, this to me, is exciting because don’t the the massive shift that what this means is if your brand doesn’t care or understand your consumer, if you’re brand does not spend time investing in community managers or true engagement, you’re going to get crushed by this conversation. You’re going to get crushed by this news. The people that are the most scared, in my opinion, other than those of us that are scared of Fomo, which is what my goal of this show is to cure your fear of our fear of missing out. The people that are most scared are people that have been selling rainbows. People that have been built, that had been pushing their product, pushing their, you know, hey, you know, if it’s not broke, let’s not fix it.
16:41 Right? Like let’s just, we are bigger than them. We have a, we have more. You know, and this is, this is a, this is where it’s going to separate the good from the battery. I don’t want 5,000 followers. I want 500 people that are engaging and having conversations with my brand because if we’re able to do that on social media, that’s where the selling happens. That’s where the marketing happens and you know, I, and I think a tagline for me for this change is facebook is leading the way to shift social media marketing from a broadcasting at people for marketing to the new version of social media marketing in 2018 and beyond is going to be about how do I inspire conversations with my audience on social that inspires them and motivates them to go to my website to find out more about my company to purchase my products.
17:36 Because guess what? That’s the way it’s worked in the real world every time, right? The reason that the brands are successful offline for millions of years is because y, you know, w why do most salespeople do best sales on the golf course or at a, at a, at a bar afterwards, because guess what? They have real conversations. The real people and they’re talking with people not talking at people and all of a sudden finally, finally, facebook is now going to stop rewarding the bad behavior. It is. It is truly. It is truly about participation. Right? And you know my flood, you know, this is why I love live video. I see everybody jumping in here on live video. The reason I’m so excited is because I believe creating participatory content, which is what we’re creating right now on facebook live and periscope and this will be shared out as a podcast.
18:26 Participatory content ultimately spurs conversation. It inspires people to care about you and the metric that I’ve been, I’ve been preaching for the longest time, is this. I don’t care about views or total viewership. I care about repeat viewership. The reason I care about repeat viewership of videos is because if someone watches a video and they’re so inspired, they come back and watch another video and another video. Guess what? I’ve got them. That’s the one that should be in my funnel, that, that is someone that does, wants to know more about me because they already spent time with me because here’s the problem, just because you’ve got 4,000,000 views on a video on facebook, how many of those people ever come back to your page ever again? You have no idea. Right? It’s the repeat viewership and it is, I believe the future of business is community and facebook is backing me up with that today and this is exciting.
19:22 And, and for some people that are a little bit scared about how this works with you know, profile pages and, and, and all of those things we don’t really know yet. Right. We don’t know if, you know, if you don’t need a facebook page as much anymore, you know, one of the things that I do a lot out of my personal account is I share publicly, right? So, you know, if you guys follow me, facebook.com/fans, that’s my personal facebook. But you can just follow me. You don’t have to be a friend of mine on facebook. You can just follow my, my, um, my public posts. Well, the thing about that, and let me bring this back about, you know, of, or I’ve never heard of Brian not speak super fast. Yeah. And to me what this is also means for brands, and my, my, my friend, my friend Brendan’s in here and I love the 50 strong brand, is doing brands that have a y brands that have invested in their community, brands that understand the power of their employees.
20:15 Brands that trust their influencers are going to see massive value in this change. Brands that have said, hey, we don’t need, we don’t need to spend money on a community manager. We just need a post on facebook so we can check them a, uh, a mark on a book or we can just throw ad dollars at that channel or brands that were disconnected from their, their, their, you know, they’ve outsourced everything and they couldn’t even tell you what their most recent social media posts was. Guess what? They’re going to get crushed. They’re going to get crushed because this now requires this change. The shift that this is that’s happening right now for facebook is it’s requiring you to trust your employees, trust her influencers, and trust your community, and I will challenge a majority of brands out there. They have not done a good job or spend enough time building rapport and being relatable with their audience.
21:07 So this is the. This is the topic as a whole, right? This is the bit I want to give some advice, right? I want to make this show actionable. So if you’re out there right now and maybe you’re not as fired up as I am, or maybe you’re like, holy crap, I just build out a content calendar for the next three months of my business on facebook and now I need to review, Redo the entire thing. Let’s take a step back and remember one thing, one of the things that I always preach is that you have to. You have to understand where your community is going tomorrow, but focus on marketing and talking with them where they’re at today, right? So you’re going to want to understand where the conversations and communities are happening today. And then the other piece of this, when we were starting to look at the types of content that we’re sharing, we’re going to have to start to be a little bit more human.
21:53 We’re going to have to start to be a little bit more forgiving. We’re going to have to start empowering and letting the people behind the brand. The reason that brand is great, we’re gonna have to start letting them become more of the face of the company. And the reason I say that is because people do not have conversations with a logo. Let me, let me repeat that. People do not have conversations with a logo. We have conversations with people behind the logo. We have conversations with employees, have a brand, we have conversations with employee, a influencers that work with brands, but the conversation that facebook is trying to facilitate our conversations between people. Let me read this again, right? This is. This is their. This is a quote we. We as facebook when to facilitate the most meaningful interactions between people. Now the first no, you know, you’re gonna hear a lot of people that are like, this is bad for businesses and small businesses are going to be horrible and this is really going to hurt us.
22:51 Guess what? It’s not because last time I checked, the reason your small business is great. The reason [inaudible] strongest, one of my favorite companies out there is because they have two leaders of that company actually in Brendan that are powerful, are smart. How are visionaries? They are great individuals, right? So what this is going to do for social media marketing as a whole is going to start to train us to say, how do I create content that inspires, that motivates and educates people to not only create a conversation within the post, but inspires people to share it and have their own opinion? Because this is something that I’ve always bothered me, right? We want people to share our posts to facebook, but you know what? I want you, if you, if you haven’t shared my facebook live right now, this is if you’re willing to share my facebook live to your accounts, don’t just share the link.
23:41 Don’t just share my feet. I want you to share this video with your own statement and your own content, right? Because people follow people on social media for your opinion. I don’t follow. They’re not following you on social media for someone else’s opinion and what facebook is going to do is it’s going to start to reward facebook posts that have context rather than just one line like, hey, people, come watch this. It’s, hey, Brian’s talking about facebook news change and I’ve been talking about relationship marketing for many years. This is an exciting day for the future of social media. You guys should check this out to write what facebook is ultimately doing and this is, thank God like finally this has come around where they’re starting the conversation. They’re starting to push the conversation. They want to shift facebook from being a spectator sport to be an audience participation platform, which means you spend less time spectating and you’re scrolling your feed and seeing all the brands and all that content and you spend more time having conversations and meaningful engagement.
24:46 Right? And that is you get people involved and if you’re out there right now and you’re like, well I’m a small team, will everyone has a small team? But what you need to start doing is you need to start assigning time to engaging on facebook. You can start having conversation. It’s not just about posting a question in the title, right? Like I know that’s what we’re going to see. We’re going to see lots of people that say, what does this picture mean to you? Please comment below because they’re going to try to game the system because let’s face it, I think marketers that don’t understand their, their clients and customers and marketers that aren’t willing to put in the effort. What they do is they game the system, right? Because they’re lazy. And I think laziness is going to stop being rewarded because rather than just posing that question, why not make a statement, a bold statement that creates conversation.
25:31 Remember, you know brands just like people, right? We follow a brand because we liked what they, their product, we like what they’re about, like who they are. And ultimately, this comes down to a fundamental essential change, and I see my buddy Jack Kalkaska just jumped into this feed. And Jack’s been preaching this from a sales perspective for a long time, right? The power in social media is extending conversations, building relationships, building rapport, becoming relatable so that when you do make a sale, when you do make an ask that it is already, you’ve already matured that lead, you mature, that person, you’ve matured that conversation to a point where it makes sense to make a sale right? There is nothing worse than someone liking you on Linkedin and as soon as they, they follow you on Linkedin, they send you a stupid canned linkedin in mail that selling you on their product.
26:21 Well, last time I checked, I don’t buy any product. The minute that I get introduced to a salesperson at a business or at a bar or on the golf course or at an event. But what happens is when I build a relationship with you, when I started having conversations and I start to understand that you know what you’re talking about and you can relate to me. Now I’m excited. Now I’m motivated to have these conversations, the push things forward and I, I am. I am very fired up and I’m fired up because I believe this is a great day for great companies that are doing great things because this is what I stand for, right? I believe that. I believe in empowering great brands, not because you can repost viral videos, not because you can manipulate the system now because you can fake it til you make it.
27:07 Guess what? The days of faking it till you make it. The days of not really caring about facebook, but truly just kind of you’re growing. Your facebook likes are over, right? It’s no longer about facebook lights. It’s no longer about creating that, you know that spectator group. It is now about how do I understand my audience and so I’m a talk actually a little other comments coming in here. What’s up Jocelyn? How are you my friend? It’s been awhile and congrats on all the big news. I know that you have going IC, Mitch, Joel’s in here. I see lots of lots of friendly faces. Timbers. What? OK, so this is one of the things that I want to put out there, right? When when you’re thinking like a fan, and this is going to be some more actionable advice when you’re thinking like a fan. Here’s, here’s, here’s a mind blowing strategy.
27:50 Let’s say email newsletter is your most engaged platform, right? You have lots of conversation on email. You have lots of people that open your e-mails, lots people that click on your emails. Here’s a recommendation for you. Why not ask your email newsletter list? What kind of content they would like to see on your facebook page, what kind of content they would like to see you do live videos for. It’s a novel concept, right? If you want to know what your fans and those that are already engaged, like why not ask them, right? That’s step one, right? This is, this is basic. Ask them, Hey, what would you like to see more of? How can I have this conversation? What kind of conversations would you like me to facilitate? Because remember, if you help solve someone’s when, if somebody’s Day, if you help solve a problem, if you help make their day better, if you help them, inspire them to to go and do bigger things, let’s say you’re a fitness brand and you inspire them to go to the gym today and they weren’t going to the gym tomorrow, they might not buy your water bottle today.
28:44 They might not buy your water bottle tomorrow, but when they’re in the market to buy a water bottle and they’re standing at Wal-mart and they’re looking at all the water bottles, guess what? They’re going to do that brand, you know, they. They inspired me to this conversation that really meant a lot to me on facebook. I’m going to buy that brand because they inspired me. I remember them because they had a conversation with me. I remember them because they understand me and if, if there’s anything that anyone out there can really wrap their head around, the biggest piece for me is in this whole conversation is relate-ability. Today in marketing, we need to find out, figure out ways to become relatable, relatable. There’s people that, and let’s let’s, let’s remember what relatable means, right? We hear a lot about empathy and I believe the world needs more empathy.
29:33 I mean we, the world as a whole needs more empathy. Marketing needs more empathy, but here’s the thing, we cannot. We have to crawl, walk, run. We cannot get to build to empathy if we first are not willing to understand what our audience is sometimes under here, things that we don’t want to hear, but ultimately empathy. What empathy really means for a brand, especially in marketing, is that you can walk in their shoes, you can understand their past, you can understand their presence, you can understand their vision for the future and you can relate. We have to start underst. We start. We have to start building our strategy with relate-ability in mind. How do we come more relatable with our, with our customers? Just because you have a big brand just because you have a big logo. Just, you know, one of the brands that I love a lot to work with and they’re a client of mine, is Dell and Dell does an amazing job of being relatable because guess what?
30:26 I was watching the Dell feed for ces this week and there were people that looked like me that talk like me that are in my type of business that we’re giving reviews about the dell products and all of a sudden I was like, Hey, I might be interested in buying a dell laptop. This is. This is. Remember, this is a brand like Dell. But if Dell wasn’t doing that at all, just was pushing their, their marketing and sales speak at me. If they had some person that I couldn’t relate to talking about that laptop guests what I would have never read the post. I would have never started a conversation with them. I would have never shared their content. And so I think the underlying piece of this that we have to understand is we have to understand relate-ability, and if you’re a good person doing good things and you understand your audience, today is a great day because facebook is shifting their newsfeed to reward more conversations with friends and followers and people that are your family and that are part of your, your group.
31:23 Right? And so as a brand, we have to start working with influencers that have a trusted network on facebook. Just because an influencer has 4,000,000 followers on their facebook page does not mean anything. How much conversation can that influence or create? When I influencer talks about a product, does he talk about the pro or she talks about the product in a way that inspires conversation that that taps into that trust? Or is that person just posted, Hey, I’m working with Samsung and I’m here at ces, or hey, I’m, I’ve teamed up with IBM and, and here’s their latest robot. No, the, the, the fundamental element of this that is so exciting is if you understand the importance of being relatable. If you understand the importance of investing in your community and you start to build conversations today, it’s not this, this announcement happened yesterday. We need to start looking at ways to create conversational type content.
32:18 That includes video, that includes pictures, that includes content, that includes your customers, right? Customer testimonials are a great way to facilitate conversation because guess what? When one customer sees a customer talking about their product, other customers talk about it, right? There’s A. There’s a guy named Scott who has a. He was running a facebook ad and my friend Sunny Lynn or juicy was actually a customer testimonial testimonial in the ad. As soon as I saw that, I don’t know Scott very well, I don’t know his business or what Scott is selling as an entrepreneur, but I understand sunny, so then I read that I was listening to Sonny’s video. Then I started reading the comments. I started engaging on that post and all of a sudden now I started wanting to click the Scott’s website because if Scott inspired sunny to create a customer testimonial and there was great conversation that he’s facilitating on his facebook posts, I want to know more about him.
33:09 I ended up clicking on his page and clicking on his website. I ended up signing up for his email newsletter and it was all because he created a piece of content on facebook that was a testimonial of a customer that I could relate to. And so I’m going to leave you guys with this and I’ll wrap this episode up with this idea that think like a fan, like my philosophy when I, when I give keynotes with the bit, you know, if, if you’re a business, if you’re a marketing agency and you want to work with me, I am happy to help build strategy and conversation and, and help you build, you know, a massive view of this type of content so that we build a community. We don’t build a drive by, you know, on looker, um, a network if you want to do that.
33:49 I’m happy to do that, but here’s the thing with thinking like a fan, you must first be willing to realize that perfection is a fairy tale. Control is an illusion, and to create conversation, to truly inspire trust with your community and your audience and your fans and create that engagement, you must be relatable. You must first understand your community, so start today rather than worrying about all the facebook change. Start today and asking yourself as a brand, as an agency, as a leader, how well do I know my community? When’s the last time I. I had conversations that were not about my brand. I just did it for the betterment of my community. When’s the last time I participated in something just because I knew it would help the greater good because remember those that facilitate conversations, those that inspire communities, those that you don’t even have to have a community that is about your brand or product, but the fact that your brand supports that community and helps make that happen is the first step in building trust.
34:51 Building rapport that will spur conversation, spur engagement, spur relate-ability. Guys, we are living in exciting times. I’ve, I’ve always said that I’m. I’m not a traditional marketer. I’m a marketer that believes that if we’re able to leverage these tools independently, the products and people that are great, the conversations that are great, that people that are doing great things are going to stand out from the noise and the businesses that had been selling rainbows and Unicorns and faking it till you make it. Guess what? Your days are numbered. Facebook is taking away the only thing that you could gamify and now you have to go back to square one. You have to start empowering your employees. You have to start working with influencers that have trust and you have to start building community. Community is the future business. I believe in for a long time. I’m super excited that the greatest, the conglomerate business in facebook is now investing in it.
35:46 Yes, stock prices might take a hit. Yes, a lot more people are going to have to invest in ads, but here’s the thing that’s most exciting. The focus of it, and I’m gonna read this one last time, the focus of the facebook feed shift is to facilitate more meaningful interactions between people. I challenge every brand, every marketer, every agency that’s listening to this right, nate. Now, how are you today in your content marketing strategy, facilitating meaningful, meaningful interactions with your community. If you’re not, today is a great place to start thinking about how you can turn your fans into advocates, your advocates, into evangelists, your employees, into the voice of your story, influencers to the word of mouth, marketing of your brand. This is exciting change. I’m excited to be presenting keynotes about this all over the all over the world. If you want me to speak at your company when we speak at your event, you want me to speak at your workshop, let me know.
36:45 I believe in this. As you can tell this, I woke up this morning with this news and I was beyond excited because I truly believe this is a great step to turning social media, social media, marketing into positivity and great things are gonna. Come ahead that you guys so much for listening. You guys are watching this on the live video. Make sure you subscribe to the podcast Fomo fans. This is season two, episode number four of the news of the new season. I think this is episode number 60 total of the show. Feel free to check out any of the previous episodes if you or your business when they facilitate conversations and sponsor this show. I would love to do a sponsored segment with you or your brand. Reach out to me on any other social media channels or I social [inaudible], my friends. Exciting News. Keep your head up. Great people doing great. Things are going to win on facebook and that means it’s a great day, two years.