How to spin a name. How to quickly promote yourself in social networks? How to PR correctly: step-by-step instructions to help
Pretty difficult. Exists great amount books on promoting yourself and your services, which are sold, I will tell you a secret, neither shaky nor rolls. PR agencies are opening everywhere, promising their clients an increase in fame, media attention, sales growth, etc. Just magicians and wizards who are ready to make a person famous and rich overnight! But for some reason, over time, there are no more real experts, pioneers in their niche and rich people: there are much more books on wealth. Everything seems to be simple: read and grow rich, but something goes wrong. Maybe we are doing something wrong? Well, yes, of course! Therefore, we think, we need to turn to professionals, let them teach us, or better, they will do everything for us.
It turns out strange. Most of the business books of domestic authors are built according to the scheme: “I will briefly tell you how I achieved success. You will be happy for me, maybe you will learn something useful. And, if you want, you can order coaching. Or, “Why would you want to read watery American books? I read them for you. I pass off the information gleaned from them as my knowledge. And by the way, if it’s useful, then order coaching.”
“Oh, Sanya, why are you handing over your colleagues?” You ask. And I will answer: I am in the tank, in the business opposition to everyone, and I don’t care. Yes, before I myself read a lot of books and took trainings, where they gave a bunch of stupid papers, against the background of which a diploma of higher education didn't look like such a big deal. But now popular authors have become completely lazy and write books according to a new principle: “This chapter is from my first book, and then I will tell you what I already told in my third book. In short, do not bother, buy these books and read them. And I’d rather tell you from the pages of this book how good I am, and then I will sell my trainings for twenty pages in a row. I'm sorry, but without that, my book will only be a pamphlet." New authors who learn from the masters write their first books on the same model. Trainings are also developed according to the principle “a piece from here, a piece from there”. Then they are surprised: “Why don’t they buy anything from us? Why are we not known? And they start looking for agencies to promote them. But the agencies have already prepared their own templates in order to promote all clients according to the same type of scheme.
If you are reading this article, then you are probably worried about the same questions, or you just want to be quoted in all publics, and you would repost to your friends with glory: “Look cho! So famous!" And so I will give you one effective advice: do not listen to anyone and do not learn from anyone! There are very few people-brands, as they do not follow the trodden path, repeating everything after their predecessors.
Do you want to write a book? Read more books and practice, but don't try to copy.
Do you want your articles to become popular? Forget about the correctness of their spelling and throw stupid advice out of your head.
Do you want to be a great screenwriter? Read the history of the formation of famous masters, except for those who write shoddy serials. You will see: each of them is an individual.
Don't be like everyone else! Create your style!
If you go out to conduct a training in a jacket and tie (like everyone else), then you will be forgotten a few days after the training. And if you come in felt boots, then they will remember you for a long time, and, perhaps, they will start writing about you without the help of PR people.
Well, in conclusion, I will give one algorithm, how to instantly gain, albeit small, but fame:
- Find several sites that post a variety of quotes and find "Add Quote" in the menu.
- Add as many of your quotes as possible to different sites, signing the authorship with the Last Name, First Name and Patronymic (mandatory!). Quotes can be taken from your articles, books, trainings, etc.
- The next day, enter your full name in the search box of any search engine or social network and rejoice: you have already begun to be quoted.
Use this advice, but remember that publics and people do not quote all statements, but only those that.
The path to glory is winding and thorny, but ... not for everyone. There are times when, by the will of fate, a person becomes famous in just a few hours, without making any effort. Now, thanks to social networks, the number of such lucky ones is constantly growing.
Niki Libert is a builder from AmsterdamEnglish student Danika met a handsome young builder on one of the streets of Amsterdam. The girl is fond of photography, so she asked the boy for permission to photograph him. He graciously agreed. Danica posted the resulting photos on her Instagram page, and they immediately gained a huge number of likes.
Internet users became interested in a handsome young man and found his account. Now Nicky Liebert (that's the name of the lucky builder) already has more than 36,000 subscribers, he is invited to various shows, and a well-known modeling agency offered him a contract. In a few days he became a celebrity! In his account, the young man wrote:
“What an incredible week this has been! All of a sudden everything has changed and you have to get used to it.”Arshad Khan - tea seller from Pakistan
Luck smiled on the 18-year-old tea seller from Pakistan, Arshad Khan. Journalist Gia Ali took a picture of a handsome blue-eyed young man at work and posted the picture on her Instagram.
The photo gained more than 30 thousand likes, and the Pakistani clothing brand Fitin signed a contract with Arshad. Internet users nicknamed Arshad "hot seller of tea". Arshad himself wants to gain a foothold in the modeling business and earn money not only for his family, but also for needy Pakistani children.
“I want to help children who cannot get a decent education, so I will build schools”
William-Franklin Miller - the most beautiful boy on the planet
12-year-old Australian William-Franklin Miller is recognized as the most beautiful boy in the world.
It all started with the fact that some Japanese schoolgirl posted his photo on her account. After that, all of Japan went crazy with William's beauty. His photos have been liked countless times, and his Instagram account has over 100,000 followers. The rising star was interviewed and recognized as the most beautiful boy on the planet. Now William works with well-known modeling agencies, and recently he starred in a joint photo shoot with young model Jade Weber.
Cindy Kimberly - the stranger who conquered Justin Bieber
Very beautiful 17-year-old Cindy Kimberly from Spain went to college and worked part-time as a nanny, receiving $ 4 an hour. The girl had a fairly popular Instagram account. But his popularity skyrocketed when Justin Bieber saw Cindy's photo and posted it on his page.
"Find her for me!" he pleaded with his followers. What won't you do for an idol! Soon, the whole ins and outs of Cindy became known: even facts surfaced that she had been brought to administrative responsibility several times for drinking alcohol in public places. Glory fell on the girl like a snowball. Thanks to Justin's advertisement, the number of its subscribers reached 1.8 million.
“After Justin appeared in my life, it changed for the better”
The girl left her job as a nanny and became a model, since the offers of the agencies were not long in coming.
True, it did not work out with Bieber: this womanizer quickly forgot about the beautiful Cindy.
Sarah Searight - prison babe24-year-old criminal Sarah Searight became famous thanks to her mugshot, which hit the Internet.
Sarah was arrested in April 2016 for failing to appear in court for reckless driving and driving without insurance. But this is not the most serious crime of the girl. She had previously been convicted of armed robbery. In 2012, Sarah invited her friend to ride in her car. In the car, the girl's accomplice was already waiting for him, who hit the man on the head with the butt of a pistol and took 380 dollars from him. For her part in this crime, Sarah was sentenced to 5 years of probation.
When the photo of the criminal got on the Internet, it instantly became viral and spread through social networks. Users admired Sarina's beauty:
"Oh my God! I fell in love! Marry me and we'll do illegal things together!"
"I don't commit crimes because my mugshot won't be that perfect"
Now Sarah is free and enjoys the fame that has fallen on her.
Jeremy Meeks is the most handsome criminal
Californian Jeremy Meeks is another criminal who became famous for his mugshot. In the summer of 2015, a 30-year-old man was detained for possession of weapons and ammunition. His photo was posted on the police department's official Facebook page and immediately became incredibly popular. The girls were smitten on the spot by the beauty and brutality of the criminal.
Jeremy was sentenced to 27 months in prison, and while he served his sentence, his fan base grew exponentially. The “sexiest criminal on the planet” has fan pages. His fans claimed that his place was on the podium, not in a prison cell.
One of the modeling agencies became interested in the criminal, and he got his own agent. In anticipation of his release, Jeremy diligently played sports and pumped muscles. He was released early in the spring of 2016, and he immediately set to work with enthusiasm.
Oksana Neveselaya is the hottest "teacher"
Photos of Oksana Neveselaya were posted by such major world tabloids as The Sun and Daily Mail, calling the girl "the hottest math teacher." Oksana owes her popularity to the confusion surrounding the viral video.
It all started with the fact that a video appeared on the network in which a beautiful young teacher with blond hair wrote formulas on the blackboard.
The video went viral very quickly. Internet users tried to find the teacher on Instagram, but it is difficult to do this, she is standing sideways on the video, and it is not possible to thoroughly see her facial features. Then someone found the account of Oksana Neveselaya, quite similar to the heroine of the video, and distributed a link to it in the comments under the video. Oksana was immediately inundated with compliments and requests to “bring up her math”, and photos from the account of the “hottest teacher” and articles about her appeared in the largest online publications.
The girl herself was puzzled by this situation.
“I have said many times that it is not me. But with the growth in the number of comments, it was pointless to do so.”
In fact, Oksana is not a teacher. She is only 17 years old and just graduated from high school last year. Now the girl does not study anywhere, but travels the world, enjoys life and continues to post photos on Instagram, where she already has more than 600 thousand subscribers.
Irvin Randle is the hottest grandpaIrving Randle is 54 years old. He is a teacher elementary school from Houston (Texas). A man tries to keep up with fashion and dresses in a youthful way: tight jeans, tight T-shirts, denim breeches, etc.
One day, Irwin started an Instagram account, where he began to post his selfies and photos from Everyday life. More than 140 thousand subscribers subscribed to the fashion gentleman's account. Randle was given the titles of "Instagram's Hottest Grandpa" and "Mr. Steal Your Granny." And indeed, despite his advanced age, the man looks very stylish and is in great shape.
Randle himself did not expect that his photographs would cause such a stir.
“At first I was dumbfounded, now I’m just puzzled. I always dress like this."
Now Randle is a frequent guest on various TV shows. He continues to delight his subscribers with stylish bows, regularly visits gym and enjoys nursing two grandchildren.
Pietro Boselli is the sexiest math teacherThe Italian Pietro Boselli taught mathematics at University College London. One day, out of curiosity, his student decided to look for information about his teacher on the Internet and stumbled upon stunning facts. It turns out that Boselli - a serious young man with a scientific degree - was a model in the past! A curious student found photographs of his teacher, where he demonstrated an excellently pumped up torso. The guy posted one of these pictures on his Instagram, accompanied by the caption:
“That feeling when you realize that your math teacher is a top model”
Having revealed the secret of the young lecturer, other students also began to take pictures of him and post pictures in in social networks. They have become a real sensation!
Pietro was admired by people from all over the world. His Instagram account has over 1.5 million followers. And there is something to see: Boselli constantly pleases the eyes of subscribers (and especially subscribers) with her selfies and photos. The man is in excellent physical shape, he regularly does fitness and looks perfect.
At first, Boselli was not happy with the glory that fell upon him.
"I was ashamed. It seemed that people from the academic environment would not approve of all this ... "
However, soon Pietro decided to "shake the old days." He refused scientific career and signed a contract with a modeling agency.
Evan Antin - sexy "Dr. Aibolit"When Evan Antin, a Los Angeles veterinarian specializing in exotic animals, created his Instagram account, he just wanted to tell people a little about his work and did not think that he would become the object of attention and admiration.
Photos of the seductive veterinarian with his four-legged patients excited fair half the Internet. Still, such men do not roll on the road! Handsome, educated, kind and brave: he is not afraid to pick up even poisonous snakes!
The girls bombard Evan with numerous comments and compliments. With such an appearance, he could become a supermodel. But the young man is in no hurry to part with his beloved work. He travels extensively saving endangered species. And after traveling, “the hottest Aibolit” hurries home, where the lizard Matilda, the dog Henry, the cat Willy, exotic fish and, which is especially sad for his fans, the bride Natalie, are waiting for him.
Not much literature has been written on this topic, so I hope I can help new PR people.
To help all beginners also - trainings by A. Levitas. He has whole course on this topic - "Partisan self-PR. How to become a brand." Very interesting - I recommend, I myself visited with pleasure.
Here are the points that I want to highlight - all from our practice.
1 - get your leader to talk.
Talk anywhere and everywhere.
He should speak to students in various business clubs and communities.
Yes, it's rather tedious, most often you will have to speak to the same comrades who have been "learning" to be entrepreneurs for 10 years already ...
But it's a good experience public speaking, as well as, undoubtedly, the opportunity to express yourself, your ideas, interesting undertakings.
He must give comments to the media, for press releases, articles, speak on TV - give his expert opinion.
2 - think about a memorable way.
The head of the company is its face, its main image, unless the company has a goal to hide its head intentionally, making the product or service the main focus. But now we are talking just about the option when you include personality PR in your clip.
Which means appearance, the image should:
a) be carefully thought out and drawn, described by a PR person;
b) not contradict the ideas and values of the company headed by the person.
The more memorable and interesting, new the image, the better: original touches, habits, an interesting hobby, a heroic biography, extreme accessories, your own legend, etc.
3 - teach your leader to give comments on TV, to give interviews.
Send your leader to courses in public speaking, theatrical arts, plasticity of speech and movement, etc.
Rehearse the answers, torment him more often with your interviews - accustom him to media involvement in the process!
In my practice, I have taken more than 100 interviews with my manager and employees of the company for 3 years of work, for example, in the Belousov Group - that's for sure. In life - more than 500 or more)
4 - make a list of books to read.
Each leader must have a pool, a list of what he:
a) read - more than 1000 books, at least;
b) reads;
c) recommends reading to everyone around.
These books should develop the brain and soul.
5 - get the head to blog, write.
Required, even if the leader had a "3".
You must have your own mouthpiece of ideas!
It can be your blog, your website, your magazine, your column, etc.
6 - force your leader to learn how to formulate a task.
This is the moment you need to work on! And don't tell me what right you, a PR man, have to teach your boss!
It is necessary and important to make it clear to your manager that until he specifically starts to sit down with you, at the frequency determined by both of you, SPEAK what exactly, what results he wants to achieve in PR for his company and his personality, you will not be able to understand each other.
We always called it "Change the course." You need to "check the course" often, in the form that is convenient for you - a conversation, a meeting, summing up the results of the work done, etc.
7 - make a list of competitions, awards, interesting projects in which your leader should take part.
The leader must have awards, which means that he must be brought out to the people as an expert and guru.
The PR manager makes a plan for the whole year of all awards and competitions in which the leader will take part - and into battle.
Here are my 7 golden rules for executive PR.
SMM Blog
Today we reveal the secrets of self-promotion at thematic sites. How to properly promote your business or blog in different thematic communities? We will tell you how to do this in manual and automatic modes, as well as what results can be achieved using self-promotion.
Remember right away the main rule of successful PR: you should always build a dialogue with your audience, and not set out a monologue. In other words, if you share with your readers or followers some important and useful information, then it is extremely important in this case to receive a return in the form feedback with the audience.
Developing the topic of dialogue further, we must remember that for each topic we need to look for a suitable platform and target audience. You need to find places where people sit who need the information that you share. It is necessary to look for users who will be generally interested in infa. Otherwise, what's the point of all this? For example, why talk about diapers in a public of motorists? Therefore, today we will talk abouthow to advertise properlyyour business and how to choose suitable platforms for successful promotion.
Self-promotion - what is it
Self-promotion is a cool thing that helps to present yourself and your business in the best possible way with the right approach to this issue. As with anything, there are things to be done to right PR , but there are things that must be avoided in order not to get a negative result.
Self-promotion is a great opportunity to express yourself to the whole world. But whether you will take advantage of this chance is already a question.
How to advertise correctly:step by step instructions to help
- First, believe in yourself and your abilities.. If you do not do this, then no one will believe your words. In short, without faith in the correctness of their words, all information will be perceived by readers as spam.
- Choose a clear position. Decide in which area you are a real expert and promote yourself in this vein. You can't be an expert in every field. Then no one will take you seriously.
- Study your competitors.It is foolish to think that you will not have competitors when you start your own promotion. Rememberthat self-promotion isdifficult work, so it must be treated with appropriate attention and seriousness. Therefore, before you start to engage in self-promotion, you need to study the competitive environment, take the best out of it. In addition, it is an opportunity to avoid mistakes that competitors have already made.
- We create a successful image.Even if you are not as cool as you want to seem, let everyone think that this is not so. Your the main task- make everyone believe that you are successful in life and in business. Think about how this can be done more effectively, what is special about you, what is the highlight.
- Step out of the shadows.What is this about? In the modern realities of an information breakthrough, self-promotion is impossible without social activity. However, this does not mean at all that you need to hang out on social networks. It is necessary to write conscious and relevant comments on thematic sites, post interesting and high-quality content on your blog. About, how to advertise properly yourself and on what platforms, we will tell a little later.
- Always be yourself.Let's move on, the next step - remember, you are a person with your own opinion, which must be defended, even when it does not suit everyone. Prove your individuality and do not strive to "be like everyone else." You can't please everyone and that's a fact you can't argue with.
- Help others move forward.From the fact that you recommend a professional to your audience of readers, it will not be worse. On the contrary, it is useful and correct. By the way, as a rule, in such cases, people also recommend in return.
How tomyselfpromote: what not to do
- Do not position yourself as someone you are not.Imposture is a complete failure for self-promotion.
- Don't post unverified information.This is unprofessional.
- Don't be selfish egotists. If you are promoting a business, then narcissism and glamor are out of place. This only annoys and sometimes even infuriates people from business circles. You do not want, do you. To be considered empty-headed upstarts?
- Do not participate in various dubious and "bad-smelling" events and promotions. This can earn you a bad reputation, especially if we are talking about politics. Then such knowledge can be used to your detriment.
- No inadequacy. Do you suffer from delusions of grandeur? Remember, this is purely your problem, if you are promoting, then no “royal manners”.
- Forget familiarity and familiarity. Do you present yourself as a professional? So be it always and everywhere. Do not forget that everywhere there are ears and eyes that monitor your activity on social networks and not only.
- Say no to rudeness and avoid excessive politicization in your comments on social platforms. Later, such comments can play to your detriment.
PR correctly: howchoose thematic areasSo, if you are planning to promote your business or blog, then you should not forget about various thematic sites. There are many platforms on which communities of interest are created:
- Groups and publics on social platforms. For example, a group of BMW car enthusiasts.
- Thematic categories on major portals. For example, Reddit.
- Various interest forums. Alternatively, Forumhouse.ru.
- Guest posts, as well as placement of special projects in personal blogs or publications. This is a great opportunity to build trust with your target audience. The main thing is to prove yourself as a professional in the topic you are commenting on.
Afterword
So what do we have as a result? Self-promotion is cool, important and simply necessary to promote a business in the virtual space. The main thing is a serious approach to this issue. About, how to promote yourself and where, now you know, so it's time to deal with this issue.
It took radio 38 years to reach 50 million people, TV 13. Facebook gained 200 million users in less than a year.
More than 82% of Internet users have social media accounts and use them for (at least) two hours a day. Russia ranks first in Europe in terms of the popularity of social networks.
There is a growing number of users who come to social networks not for communication, but for information, as well as businessmen who understand that social media is an effective marketing channel. If you want to promote the project through social networks, then get acquainted with four effective ways promotion.
Content is the main promotion factor
Any SMM specialist will confirm that promotion tools are useless without quality content. If the page of your brand is boring, you should not count on the growth of the audience and its loyalty.
Three ingredients of good content:
- Uniqueness. The information you post should be relevant and engaging. Do not copy materials from other resources. The exception is cross-posting between the company's blog and its page on the social network.
- Regularity. Articles should be published systematically. Two, three, four or seven times a week - depends on the specifics of the business and its target audience. So, two or three updates will be enough for people from the business environment, and this is clearly not enough for the beauty community. It is necessary to adhere to the chosen content strategy, regardless of the number of subscribers.
- Virality. Publications should be lively, causing an emotional response in the form of a burning desire to tell friends about them. Avoid overt promotional posts.
Facebook in Russia- "social sphere is not for everyone." It is used by marketers, programmers and other IT-savvy people. They are not afraid of a “complicated interface”, but in their area of interest are gadgets, the Internet, travel, education, books and business in all its manifestations. They willingly like and share materials on these topics, as well as motivating articles that set you up for positive. Most of an active Facebook audience uses the mobile application - it is recommended to illustrate posts with pictures sized 800 × 600.
"In contact with"- the largest social network of Runet (more than 230 million registered users). Her audience is younger; the focus of users' interests is mainly entertainment (communication, games, music, films, etc.). VK users do not like text content (it is desirable that the length of the post does not exceed 500 characters), but they love photos and videos.
Among photo hosting sites in Russia, the most popular Instagram. At the same time, while maintaining a brand page on Instagram, it is recommended to adhere to a single style in design (use not only standard filters, but also third-party photo editors), as well as place objects in the photo on 2/3 of the screen (this makes the picture visually more attractive).
Targeting
The possibility of placing targeted advertising is available in almost all social networks: VKontakte, Facebook, Odnoklassniki and others. At the same time, it is believed that targeted advertising in social networks is more suitable for the B2C sector. However, there are companies in B2B that effectively solve business problems through targeted advertising.
Some types of targeting:
- Geographical (geotargeting) - displaying advertising to residents of a certain region / city / district, etc. For example, you want to promote a beauty salon located in Khimki, Moscow Region. Your targeted ad will be displayed to the residents of this city.
- Socio-demographic - showing ads based on gender, age, marital status and other social criteria. Thus, advertising for children's goods and household goods is recommended to be placed on the pages of married women over 25, and advertising for an art store - on the pages of designers, architects, decorators.
- Contextual - displaying ads in accordance with the interests of the user. Membership in groups such as "Fashion", Fashion, "Shopping", etc. clearly demonstrates the interests of the user. He will be interested in relevant advertising.
- Behavioral - displaying ads depending on specific user actions (travel routes, favorite places, frequent search queries, etc.). Let's say a person is fond of Latin American dances, goes to a salsa club, looks for relevant videos - it is likely that he will be attracted by an advertisement for a last-minute tour to Cuba.
Despite its apparent simplicity, targeting is a tool that requires serious preparatory work. First, you need to analyze the target audience of the brand. Second, create an ad.
Community advertising
Advertising in communities (in the professional language of SMMs - sowing) is the purchase of posting or reposting in popular communities. In the first case (buying a post), the advertiser's goal is to increase traffic on the company's website; in the second (buying a repost) - attracting users to a company group on a social network. At the same time, the more subscribers the community in which you buy a post has, the more expensive the advertising campaign will cost.
You can negotiate directly with community owners or use the services of a special exchange. In 2013, the VKontakte social network (an office for an advertiser) opened one. Advertising is placed by the community administration in its feed and, according to the conditions, must remain there for a day.
Professional promotion in social media
It refers to services that provide paid services for promotion in social networks. As a rule, they independently create high-quality content, launch a targeting mechanism and negotiate advertising in communities. These conditionally include Plibber. Why conditionally? Because the possibilities of this service are much wider.
- register;
- decide on the format of work on the site (you can advertise your brand yourself or contact the Plibber team to organize an outrageous advertising campaign);
- prepare an advertising post;
- select the most suitable sites from the target audience and start sowing.
After preliminary moderation, your task will be available, and you can start attracting fans of your brand.
How to get organic loyal traffic? With this question, which is of interest to all advertisers, we turned to the founder of the Plibber project, Oleg Ratunin.
Oleg Ratunin
CEO and ideological inspirer Plibber.ru. Knows everything about social media and even more.
To attract potential fans to your brand, you should:
- use quizzes (quizzes), infographics, illustrations, viral videos, promotional games, etc.;
- place a link within the visible zone of the announcement of the post (first-second lines);
- embed a call to action in the content;
- add a provocative poll;
- work with the associative content format and its adaptation to the brand;
- launch creative, vibrant and unique contests.
If you've managed to find the content your audience is craving, you can count on over 600 clicks per post.
Also, do not forget to analyze the communication of large brands with their subscribers, now a good result is being detected in the community