“I have a cute dog… :-)” in your YouTube About…?

Branding Your Social Media Profile (BSMP) is a new 1-on-1 program that helps brands bring their social media profile and presence to the next level.

This series of articles is an introduction to some of the techniques and experiments that have been proven to make this underutilized real estate work for you. 

Brands and others looking for customized analysis and guidance specific to their profile(s) can register for 1:1 coaching here.

In past articles in the BSMP* series I explained how you can optimize YOUR story-telling through your profile photos, extended name, update line, profile description, hashtags, CTA, URL and Influencers. Today we will discuss a case study, this time over your YouTube account’s “About.”

*BSMP = branded social media profile, a term that was coined by… me.

Ok so the other day – while I was looking for new engagers for my Mishu’s YouTube channel – I bumped into a YouTube account that has the following sentence on their “About” section (we call it BSMP):

YouTube BSMP - "I have a cute dog"?
YouTube BSMP – “I have a cute dog…:)”?

I have a cute dog…:)

Continue reading “I have a cute dog… :-)” in your YouTube About…?

“I just wanted to share this blog about the lack of transparency in the influencer marketing industry”

I don’t think WE should handle transparency, as well as ethics and morals. In fact, we shld stop it… Think about that – influencers are community builders. The only ones who are important here are *their community members*.

If those like x% of transparency, ok. If they like x-12% transparency, that’s ok FOR THEM too, it’s up to the people to decide which communities they are following, not for us at all. Now those communities are gather around certain niche topics. The brand can choose whatever communities they want to. #DeepThoughts

Continue reading “I just wanted to share this blog about the lack of transparency in the influencer marketing industry”

Feedback Influencers for Walmart.com and Amazon Vendors

Hire niche SMI* with the sole objective of getting feedback for samples received from the factory before placing a minimum quantity order with your manufacturer, and definitely before sending a new product to the Amazon (or Walmart) warehouse.

I have been there. I was an Amazon Vendor and really enjoyed it. What a journey it is! It’s exciting to build a small empire, your own legacy, with your own brand and various products and creations that you have envisioned.

There is so much competition on both the Walmart.com and Amazon (or eBay) marketplaces, and their tools have their limits in terms of showing you which new product will do well.

Before you hit the market with a new product (a brand, or a concept) for your Amazon store. Before you put so many hours sourcing something new. Before you invest in a trip to China (and unlimited different time zone hours on WeChat, Skype and Alibaba interviewing partners). Before you invest your money in hundreds of sample fees, and then on minimum quantity orders. Before all that… make a reliable, stable, conservative test, to eliminate some of the risks. It will save you a lot. And here is my advice:

I. Hire SMI with the sole objective of getting feedback.

Social Media Influencer (SMI) is:
(1) Someone who owns a social media account (min. 50 followers), such as on Tiktok, IG, YouTube, etc.

And – very important too –

(2) Uses it for great – no, amazing – relationship building AND/OR content sharing with their followers.

So you know by now the boost you can get by hiring a good SMI, right? You can get instant gratification – people visit your website, you get attention, you get access to new communities you haven’t dream of, gain recognition, etc. Today though we will focus on you hiring the Influencers with a different goal: getting feedback.

From interviews we’ve conducted with various pets suppliers, the most interesting revelation was that most brands got really surprising, unexpected feedback from SMIs. Here are some examples:

The treat is too big, with low moisture. It’s hard to chew for small dogs, and so the focus should only be on dogs above 10 pounds.

The treat is intellectually stimulating (!!) for the dog because he spent 40 mins on the treat. He was intrigued about how to best eat the treat!

Yes, pet SMI are cute but unless a human is involved, we don’t look for for advice…

One influencer had dachshunds and we found out that they can chew only half the size of our desserts!

An SMI said that he is seeing more poop bags left on trails, possibly because people are walking more often. Unlike before when it was annoying and inconsiderate, it’s now an actual threat to health as well as the environment.

Source: Interviews with Dog Brands: How They Work with Influencers

Ok so – how you do it…?

II. Ask the SMI for all kinds of feedback that you need

The feedback can be on your new product idea, new logo, new slogan, web-page, packaging, etc.

Influencer feedback can and Should Be Arranged - real example from DearMishu, where she found that there was an issue with closing the package of the sample she received - that saved a lot of money to the brand before mass market launching.
Real an example from my DearMishu, where she found that there was an issue with closing the package of the sample she received. That saved a lot of money for the brand before mass market launching.

Ask the SMI to give you feedback on ANYTHING YOU NEED OR MAY NEED to make your product decision. Here are some ideas:

Yes/No Questions

  1. Did you find any missing components?
  2. Does it speak the language (some products with Chinese language only…)?
  3. Is it “foreign” to understand? If yes, why?
  4. Could you use it < x times/days (the idea is to find out if it’s getting ruined easily or not)?
  5. Will your community love it? Why?
  6. Is it Instagramable/Ticktokble (today that’s how new products sell – if they fit well into Instagram or Tiktok video/picture/visuals or not)?
  7. Do you think you should add something to it, such as new features, colors, logo, attitude, plastics, etc? If yes, what?
  8. Etc.

Rank 1-5

Perhaps ask the infuencer or their followers to rank the product 1-5 (or 1-10…), and leave space for notes:

  1. Package look & feel
  2. Shipment time or arrival
  3. Unboxing experience
  4. Installation/assembly experience
  5. Do they like the logo?
  6. How much did they LOVE it?
  7. Etc.

Open questions:

Many don’t get it but SMI can be the best consultants! They know your community the best, they know how to tell a story, they know how to convince, they know how TO INFLUENCE, they really do. They’ve done so much A/B testing, and tried so many methods in marketing, publishing, UX, human behavior, emotional triggering, and unbelievable creative out-of-the-box of CTAs (Call-to-Actions), that you’d be kind of a fool not to take advantage of their experience. Their knowledge of your target audience is priceless and… real.

So, ask them:

If it was them, would THEY have sold this product to their community?

What would be THEIR strategy if they were you to bring the message of this new product/idea/etc?

If you hire them to recommend this to their followers, can they tell you how they plan to do it (and their costs)?

IIII. Who’s a good SMI for feedback giving?

Of course, not every SMI can- deliver such feedback. Hire those that are:

Find their qualifications via referrals and direct interview questions. Make sure you signed a contract that cements all milestones and commitments!!

Good luck my heroes, you CAN do it!!

Related:

I strongly recommend using a contract for any sponsorship to protect yourself and your business, such as my Brand-Influencer Contract

Source: https://www.dearmishudad.com/shopify-why-hire-micro-influencers/

More related posts:
Why it makes sense for Amazon vendors to create their own Influencer accounts and how can they do it
Start your Influencer marketing early.
How much to pay Influencers (recommended rates included)?
Do I need to choose an Influencer from my same industry?
Which Influencers NOT to Hire, no Matter What #VettingInfluencers

Brands, your media war against fake influencers may not work if you don’t do these 5 things.

From time to time brands launch media PR campaigns to complain that the influencers they hired “were fake.” For example, the following was promoted and mentioned on Google 255,000 times (that’s a quarter million!).

Unilever- urgent action against influencer fraud
“At Unilever, we believe influencers are an important way to reach consumers and grow our brands. Their power comes from a deep, authentic and direct connection with people, but certain practices like buying followers can easily undermine these relationships,” said Keith Weed
Source: https://variety.com/2018/biz/news/unilever-social-media-influencers-advertising-1202848790/

And Casper – the mattress company – stated in their S-1 filing, under “risk factors” that one of Casper’s disclosed risks is “the network of social media influencers it uses to advertise.”

For me, this is equivalent to them saying something like: “I’m making a decision to choose bad partners, and my partners – therefore – are a risk to my company.”

Source: https://www.businessinsider.com/casper-ipo-filing-instagram-influencers-risk-factor-mattress-startup-2020-1

So, here is the question that needs to be asked (and let the debate began):

Brands, why are you partnering with bad partners in first place?

The influencers you hired are unethical – they did dishonest things (e.g. buying votes, sorry … followers)

You partnered with unethical.

Are you asking yourself why you hired unethical people/partners in the first place? Perhaps you should take a hard look at your hiring/contracting process and make the changes so it will not happen again.

Here are 5 things to look into and fix that can help you do it right next time:

  1. Review your vetting process. Find out what you did wrong in the past and how you can avoid repeating it. I’m happy to advise you on vetting influencers.
  2. Your name, your brand is EVERYTHING. And yet you entrusted it to unethical people. Consider putting a policy in place and a better process for external people who handle your brand messages.
  3. Review your company social media account on Insta/LinkedIn/Twitter/etc and your BSMP. Do each of your company posts have at least 10 comments? If not, it’s a sign that your story is boring and people probably spend less than 3 seconds on your posts. It’s time to rethink your strategy and, if you can’t come up with a more creative one consider hiring someone new who can or taking a break from social. Don’t maintain social media accounts for the sake of having them if they don’t do anything for your brand.
  4. And a word about “fake”… influencers are community leaders and so they mirror their communities and they mirror you, since you selected them. So, consider this:
    a. Are you leading by example on that topic? It is known that most brands have fake followers, including bots, and that they are possibly purchased. Is your brand on top of that? Do you regularly remove your fake followers, comments, and likes? Before you attack influencers, you should look at your own followers before you ask influencers to do the same. Because if you don’t do it, your community sees that and influencers see your behavior as an example!
    b. Are you using (or about to use) virtual CGI-generated influencers? Those are very cool and most of them are very successful in achieving results. But…they are “fake”… have you thought about that?
    In other words, be the leader in fighting fake, not by fighting influencers but taking care of your own accounts first.
  5. Review the rest of your practices: Is it easy for people to remove themselves from your mailing list and email list? When you we visit your site do you invade our privacy by tracking our web activities? Are you transparent enough? Are you really caring? Do you celebrate your customers? Do you treat people as a means to an end? When people contact you on website, do you answer with an automated template or as a human? Lead by example.

Because, if you don’t answer those questions, if you don’t fix the problems, after your PR campaign against “the bad influencers” winds down, your company will still need to break through, and it won’t be able to.

Miquela, Noonoouri and Shudu - CGI influencers - all three are very loved by their IG communities.
Miquela, Noonoouri and Shudu – CGI influencers – all three are very loved by their IG communities.

Takeaway: Instead of hiring media to announce that “you hired bad influencers and you will fight against that” >>

  1. Lead by example
  2. Rebuild your vetting process for partnerships.
  3. Rebuild your social media messaging.

Your thoughts? Let the debate begin!

Related:

Which Influencers NOT to Hire, no Matter What (and The Power of ♥)
Which Influencers NOT to Hire, no Matter What (and The Power of ♥)

Related:

I like to keep it real, which some people consider contrarian… well, so be it: check out my articles that have been tagged “contrarian”

“Engage Your Engagers” – Influencer’s First Commandment?

Indeed, and this is not only the First Commandment for any social media-ist. Every time engagers are going out of their way from their daily activities and bothering to engage with you on your social media account, engage back. Such attention is so appreciated in today’s world and is really the essence of building lasting relationships on social media.

engage your engagers - example
engage your engagers – example from YouTube

We all have at least one engager on social media, and those people are so important. But wait…

Continue reading “Engage Your Engagers” – Influencer’s First Commandment?

Absurd following? Not necessarily!

Here is my question: should you follow someone back whose message is “follow me and I’ll follow you”? Before you answer…,

You should know by now that Twitter/Instagram/YouTube etc. are platforms for community building.

And SMI*? They are community builders, they are the people (or pets) that build a community around the clock, around a (often niche) topic they are crazy about, such as:

"I love to travel to Asia so much"
"Anything that has Orange in it"
"My mutt dog is so cute at home"
"We are proudly overweight"
"I have an attitude at school and I'm not ashamed of it"
"My respect for Gameboy is unlimited"
"Let's talk about black holes"
"I'm a bimbo"
Etc.
Continue reading Absurd following? Not necessarily!

Branding Your #SocialMedia Profile Series No. 10: Your BSMP Influencer

Branding Your Social Media Profile (BSMP) is a new 1-on-1 program that helps brands bring their social media profile and presence to the next level.

This series of articles is an introduction to some of the techniques and experiments that have been proven to make this underutilized real estate work for you. 

Brands and others looking for customized analysis and guidance specific to their profile(s) can register for 1:1 coaching here.

In past BSMP* series article I explained how you can optimize YOUR story-telling through your profile photos, extended name, update line, profile description, hashtags, CTA and URL. Today I will show you something new, related to SMI* on – yes – your profile.

*BSMP = branded social media profile, a term that was coined by… me.

Continue reading Branding Your #SocialMedia Profile Series No. 10: Your BSMP Influencer

Updated: Turn Influencer Content into an Ad – Example

Some of you have asked me what I mean when I say that brands should consider taking the content an SMI* create for them and convert it into an ad.

Here is a clear example. PetFriendlyCandles (the vendor) is recycling a post by Chutney on Instagram, an SMI, and turning it into an ad:

Turn Influencer content into ad - example
Turn Influencer content into ad – example
Continue reading Updated: Turn Influencer Content into an Ad – Example

Powerpoint (Mobile Growth Virtual Summit 3.0 – “How to Transform Your Social Media Branded Profile to a Sales Funnel Machine, by Dear Mishu’s Dad”)!

Branding Your Social Media Profile (BSMP) is a new 1-on-1 program that helps brands bring their social media profile and presence to the next level.

This series of articles is an introduction to some of the techniques and experiments that have been proven to make this underutilized real estate work for you. 

Brands and others looking for customized analysis and guidance specific to their profile(s) can register for 1:1 coaching here.

On February 10th, 6:15PM ET, I shared my tips on building a sales funnel with your BSMP (Branded Social Media Profile) with the awesome community of the Mobile Growth Summit 3.0.

*BSMP = branded social media profile, a term that was coined by… me.

Continue reading Powerpoint (Mobile Growth Virtual Summit 3.0 – “How to Transform Your Social Media Branded Profile to a Sales Funnel Machine, by Dear Mishu’s Dad”)!