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Kristen Lamb

Author, Blogger, Social Media Jedi

Kristen Lamb — Photo

Posts Tagged: positional influencers

Welcome to WANA Wednesday, based off my best-selling book We Are Not Alone—The Writer’s Guide to Social Media. Every Wednesday I dedicate this blog to help improve your social marketing skills. For the past month we have been talking about blogging. Everyone seems to be telling writers they need to blog (um…you do), but few people are telling writers what to blog about or how to get started. Each lesson builds upon the previous lesson, so I recommend that, if you are new, go back and read the other posts. My tactics will save you a ton of time and wasted effort.

Blogging Part I—Meet the Bright Idea Fairy then Shoot Her teaches how to know the difference between a really good idea, versus a total time-waster in disguise. This blog teaches you how to focus on blog topics that will build your platform. Gain maximum effect in minimum time. You still need time left over to write more books, remember?

Blogging Part II—Don’t Feed the Trolls is an exploration into how to find good blog topics that will connect you to future READERS and also help you avoid burnout and keep you inspired to keep on blogging.

Blogging Part III—Tearing Up the SEO in 2011 explains how to use search engines to your advantage. What good is a rocking blog if no one can FIND it?

Blogging Part IV—The Future is Now discussed the shifts in the publishing paradigm and why blogging will give you a distinctive edge ahead of the non-blogging or half-ass blogging competition.

In the future we will discuss how to set up a winning blog. Today, down is up and up is down. I am going to discuss the counterintuitive nature of social media. There are many habits that traditional marketing has ingrained in us over the years, but those tactics don’t work on social media. Yet, too many people still try to use old methods in a new business model, and that is like using parts for a 1990 Ford Tempo in a 2011 Audi. All you are going to end up with is a clunky disaster. A lot of smoke and grinding but little to no forward momentum.

First, we are going to discuss whether or not a blog can reach and influence fiction readers. Jody Hedlund’s blog raised a lot of food for thought and highlighted, for me, how hard it is for us to wrap our mind around the real way social media influences. Then, we are going to talk about some ways to increase traffic to your blog, and they may be very different than what you might imagine.

There are a lot of people who believe that there is no way to market fiction. There are others, still, who feel that blogging is the realm of the non-fiction author. It is easy to see why people would feel this way. Social media is an odd duck and behaves very differently than traditional marketing we’ve been exposed to since childhood.

The top agents in New York will tell you that there are only two ways to market fiction (and even books in general). 1) We need to write a darn good book and 2) We need to generate word of mouth. That’s it. That is all that can be done.

Traditional marketing doesn’t work well for any kind of book. It never has. It is just the nature of the product. This isn’t just my opinion, it is a known industry fact (refer to mega-agent Donald Maass’s Fire in the Fiction). Many of you might find this shocking. All those shiny bookmarks, flashy ads, book-signing tours and fancy book trailers actually have minimal effect on sales numbers. I was at a conference and a big editor from one of the major houses told us that they had a NF author with a book on personal finance. The publishing house paid big bucks to take out a full page ad in the Wall Street Journal to push this book…and nothing. This author’s sales numbers didn’t show so much as a tiny blip.

Even before social media, publishing houses would encourage authors to get in the mix–speak, teach, visit community organizations, do radio or television interviews (all still good ideas). An author had to connect with people and hope it would spark some good buzz. It is easy to see how this made it tough for the fiction authors. Most talk shows and speaker opportunities are going to naturally be inclined to favor non-fiction.

But back to good writing and word of mouth. I actually believe that the two principles work in tandem. Writing an excellent book is what gets people talking and generating buzz (word of mouth). In the past, fiction writers had no great way to influence readers or even future readers. Why? Because we were still dealing with traditional marketing. Most beginning writers don’t have the money to go launch a flashy ad campaign to push their book and, even if they did, they could still expect a depressing ROI (return on investment).

But now everything has changed, and it is good news for writers of all kinds—traditionally pubbed, indie pubbed and especially self-pubbed. Social media gives an author the power to build a platform before she ever finishes the book. In fact, if done properly, a writer could have a following in the thousands before the book makes it off the press.

Social media works where traditional marketing fails. How? Social media is, by definition, criteria #2….word of mouth.  

Social media isn’t like traditional marketing. It is almost impossible to generate metrics capable of accurately measuring influence. Why? We aren’t in control. Social networking is a way of approaching outsiders, getting them to trust and like us and our content, and then repackage our content to others. We are hoping that as we reach out to others, not only will we absorb their loyalty, but that their network will become OUR network. It’s what I call The Law of the Playground.

I don’t know you, but my friend likes you. If she likes you then I like you.

The other thing that we have to remember is that social media and blogging in particular is meeting criteria #2…generating word of mouth. You often will reach readers…just not directly. Your followers become the champions of your cause.

Jody Hedlund has one of THE best blogs on writing, and I highly recommend that you check it out. Can her blog directly reach readers who don’t happen to be writers? Maybe. Maybe not. BUT, she is being very successful at connecting with a lot of writers who like her, trust her and support her. Guess what? We have family, friends, coworkers, neighbors and random people we chat with in the bookstore. Who’s book do you think we will recommend?

Psst—that’s the whole word of mouth thing.

Also, many writers have large social network followings and they tweet or post what books they are reading, liking, hating, or papering the bird cage with :D. I know that when Jody’s book came out, half my family bought a copy simply because I like Jody and her blog (and liked her book). My family trusted me for a good recommendation. So, did Jody’s blog influence my family? Yes, just not directly. Her blog hooked me and I grew to like her and trust her for good content. Thus, eventually I felt confident and even excited to promote her book to others.

Did social media/blogging work for Jody? Yes. She hit the best-seller list on her debut novel. Is it possible to accurately measure what worked where? No. But it still works, and that’s all that matters. It is counterintuitive to trust that a loyal following of fellow writers is also reaching readers, but it is. Just keep plugging. Serve others and they will love to serve you.

Okay, I hope you guys feel more confident that your blogging efforts WILL pay off eventually, even if you cannot observe it directly. Now I am going to give you 3 tips to generate more traffic to your blog.

1. Post Regularly

This seems like a no-brainer, but there are a lot of writers out there blogging only when they feel inspired. This makes it tough to gain a following. We need to be able to trust you to post regular content that is interesting, entertaining, or informative.

2. Post More than Once a Week

I know this is going to make some of you groan, but I will tell you from experience that 3 times a week is WAY easier than once a week. Seems counterintuitive, but it is easier. Your following will grow faster, which will encourage you and energize you to do more.

Why post more often? You remain top of mind. We readers have a bazillion things clamoring for our attention, so if you take a break off the radar, you are easy for us to forget. Do you have to post more than one time a week? NO. No one will take you to writer jail if you only blog once a week. This is a list of ways to increase traffic.

If you have been blogging once a week for a year and your hits aren’t increasing as fast as you would like? Post more often. It will improve your following dramatically. The larger the following, the greater the critical mass and better chance you have of hitting that tipping point that takes your numbers to a whole new level. When I posted once a week, I had maybe 2700 hits a month. Now I am regularly 20,000+ and still climbing thanks to all of you (and the methods I am teaching to you guys 😉 ).

3. Pay It Forward–Edify/Promote Others at EVERY Opportunity

Include lots of trackbacks (links to other blogs/web pages) in your posts and do a weekly mash-up. The best way to do well on social media is to edify others. Kristen’s Rule of Social Media Success–Promote the hard work and effort of others more than you promote yourself. This is counterintuitive to traditional marketing. Nike is not out there raving about how great Asics are. Guess what? In the land of blogs and books? We do better teaming up and understanding that love is best shared, and there is more than enough love to go around. Books are not so cost-prohibitive that people cannot afford more than one.

It is safe to assume that people will buy more than one book a year. In fiction, it doesn’t hurt you to promote a fellow writer’s book. Likely readers will read more than one novel a year. If they don’t read more than one novel a year, it is still safe to assume they BUY more than one a year. Also, more often than not, that writer you promoted will return the favor. Though we should always promote others freely and should never expect reciprocation, people are usually pretty cool and will feel inclined to help us in turn.

In non-fiction? Again, readers will buy more than one book. If I were a betting woman, I would wager most of you own more than one diet book ;). I know around here, the diet books have their own shelf, LOL.

I am not worried about promoting another author of a social media book. This other author may say something slightly different from me and it will click with a reader. I am here to serve others, and I have confidence in the quality of my book and the effectiveness of my methods. I also happen to believe that people are genuinely good and that it will all even out in the end.

My social media book doesn’t cover certain topics that people might want to know about. I hope they buy my book, but if a reader wants to know about DiggIt or Squidoo or building a web site, I forward them on to other social media people. But guess what? I have other social media people who recommend me as well…and when we work as a team, we are something to behold. It is awesome.

Blogs are the same. Promote other bloggers, either by putting links to their blog in the body, or by doing a mash-up. Mash-ups are a fantastic way to spread influence. How? First, readers will come to trust you for good recommendations. Face it. We are drowning in a sea of crap and we love people who point us to good material. This will build your following because you have established yourself as a gatekeeper of valuable information.

Also, since you are sharing your network with other bloggers by forwarding your people to them, it is natural that they will appreciate you. This is a great way to gain loyalty of other bloggers and, as a result, expand your network exponentially.

This is my opinion, so take it for what it is worth. I believe that writers confident enough to promote others are confident in their own content. Writers who rarely endorse other writers and who, instead, spam their social network with non-stop self-promotion, generally are much more insecure about their product. I personally, feel more optimistic about writers secure enough to edify others, and I am MUCH more likely to purchase their books.

Promoting others in your blogs also has another benefit that might not be as obvious. It’s one of those ways that blogs indirectly influence. We’ll use me as an example.

You guys benefit from the work I put into this blog (hopefully :D). You reward my effort by subscribing or following. Many of you even go so far as to post this link on your FB, Twitter or blogs or even tell all your writing friends at critique (THANK YOU!). This not only benefits me, but it benefits every writer I have edified in my blog. When you post my link, you not only expose your network to my blog, but to all the writers I have taken time to praise. By edifying others, I get to pay it forward. Other authors are able to be blessed by my good content, just as I was blessed by theirs.

Aside from providing great content that is reliably posted, actively promoting others is the best way to expand influence on social media.

Next week we are going to talk more about blogging, and I will continue to give ways to generate more traffic and grow your platforms.

Any thoughts? Comments? Suggestions? What are some ways you might know of to help increase blog traffic? I certainly don’t know them all so chime in! I would love to hear from you! Are you guys feeling better about blogging? Are there topics you would like me to discuss in future posts?

Happy writing!

Until next time…..

Give yourself the gift of success so you can ROCK 2011. My best-selling book We Are Not Alone–The Writers Guide to Social Media is recommended by literary agents and endorsed by NY Times best-selling authors. My method is free, fast, simple and leaves time to write more books. Put that gift card you got for Christmas to good use.

Also, I highly recommend the Write It Forward Workshops. Learn all about plotting, how to write great characters, and even how to self-publish successfully…all from the best in the industry. I will be teaching on social media and building a brand in March. For $20 a workshop, you can change your destiny….all from the comfort of home. It is not too late to sign up for the workshop Selling Your Book taught by USA Today Best-Selling Author Bob Mayer. This workshop is for all authors, but any self-pubbed writers would stand to gain amazing benefit.

Mash-Up of Awesomeness

AWESOME BLOG OF THE WEEK!!!! (It is really good) Chuck Wendig’s Drop the Pen, Grab a Hammer: Building the Writer’s Platform This is one of the best explanations of what constitutes a writer’s platform that I have ever heard. Had to come back and add to the Mash-Up of Awesomeness.

Jody Hedlund’s post Do Fiction Readers Really Read Author’s Blogs?

@KidLit’s A Writer’s Plot Board–Getting Organized

Creating an Author Brand–Why It’s Really Not About the Book by Roni Loren

Literary Agent Rachelle Gardner’s How to Avoid Getting an Agent

How Do You Decide on Author Brand–Part One by Paranormal Author Jami Gold

Feed Your Geek:

The Greek Myths–Zeus King of the Gods by Terrell Mims

Jim Jones and the People’s Temple III by Peter St. Clair

Dissassociative Identity Disorder in Popular Culture by Manon Eileen

Fun Stuff:

Tawna Fenske’s Happily Ever After … or Something Like That

Piper Bayard’s Reverse Psychology Resolutions

Author Chuck Wendig’s Buckle Up Authors: You Are Now Entering the Month of “What Now?”

A couple of weeks ago, someone asked how we could pinpoint the key people to extend our social media network. That is a good question. A smaller network of effective influencers is far more powerful than a thousand followers who add little social media value. What is social media value? Well, these are the members of your social grid who participate actively and add good content to the Internet community. We are going to talk about the different kinds of influencers in a moment. Find these key individuals, and there are no limits to your digital reach. These influencers are platform-building GOLD and your most valuable asset.

So how do you find the key influencers?

Well, there are a number of ways to pinpoint your major influencers, but it is tricky. Why? Because unlike direct marketing or old-fashioned PR, the goal of social media is to influence entire groups of people. We aren’t just targeting one individual, but the individual and his/her surrounding community. That is one of the reasons that, unlike direct marketing, the overall effectiveness of social media is not as easy to measure. There are some SIM (Social Influence Marketing) metrics that one can run, and companies that can help you locate your referent influencers, but I don’t know that they are all that helpful for authors wanting to build a platform.

Yeah, you are going to have to do some work.

Writers are different than companies doing social media. That was the impetus behind me writing a book for authors. Not all tools that work well in the corporate world cross over.

Unlike Honda or Victoria’s Secret, most of us are a one-man operation. We don’t have a marketing department, and we also have a different kind of product. The CEO of Honda is not responsible for making every car that comes off the assembly line. Yet, until we become brand names and too big to handle all our own writing, we are responsible for the material that hits the bookstore shelves.

We cannot outsource our social media content (blogs, articles, excerpts, commentary, group activity, etc.) like, say, Bud Light or Geiko.

The plain fact of the matter is that the more you participate in social media, the better the results. And when I say participate, that means strategized participation (mixed with fun) with clear end goals. I talk about how to do this in my upcoming book, We Are Not Alone—Writers and Social Media… or something to that effect. Title could change slightly. Publisher wouldn’t let me call it, Stop Sending Me Farm Animals and Go Build Your Platform before I Send You a Digital Kick in the Butt.

But basically, you do need to have a plan. In order to have a plan, you must understand the players if you hope to identify those who can maximize your influence, thereby minimizing the time you spend on social media. Not all users are created equally. They are divided into categories that correspond with the influence they exact of their surrounding networks.

Expert Influencer—is just what it says. These are the authorities in a certain subject, and people look to these experts for information, advice, and guidance. The experts are heavyweights when it comes to influencing the decisions of those in their networks. Expert influencers usually have a picture of themselves as their icon. They also generally have huge following that number in the thousands or tens of thousands, depending on the platform. Also, a quick glance to their website (which is usually denoted in the bio) will give you a clear picture that this person is an expert in her field. Oprah. Enough said.

Referent Influencer—is in the person’s social network and exercises influence. Referent influencers are a little trickier to figure out. They generally have a fairly large following, but not always. Quality and quantity are not the same thing.

So how do you figure out the referent influencers? Well, you have to participate so you can pay attention. For the most part the referent influencers are highly active on social media and thus usually have a larger following than the casual user, but maybe not as large as the expert. Yet, it is their level of meaningful activity that makes them essential to have in your network. They post a lot of times a day and are well-known, liked, and respected for good content. People around them trust them for good stuff. These are the people you miss when they take a day off.

In my opinion, the referent influencer is the most valuable. Why? First, it is easier to get close to them and befriend them and gain their support. If you write a blog about parenting (as part of your NF book platform), what are the odds of becoming part of Oprah’s inner circle? Referent influencers are far more approachable.

Secondly, referent influencers are genuine and personal and thus exercise tremendous authority. I think that people tend to trust these types influencers almost as much the experts, if not more. Why? Well, human nature. We like things from the proverbial mouth of the horse. We can’t really be sure Oprah picks her Books of the Month for herself. Likely she has gatekeepers who narrow the field. But, Suzy Lit-Girl, freelance writer and respected book reviewer who posts every week and has 3000 over people in her immediate network (including big authors and publishing houses) is easier to win to your side. It is a much easier feat to get Suzy Lit-Girl to repost your blog or your book’s review than it is to make it on to Oprah’s radar (let alone get a plug). Additionally, those who follow Suzy view her as an authority and listen to her much like an expert, even though, by strict definition, she isn’t.

Thirdly, there are far more referent influencers than expert influencers. A lot more. There are a lot more Suzy Lit-Girls to befriend than Oprahs.

*** Many referent influencers are considered experts in certain subject areas. Pay attention.

Positional Influencer—is often in the person’s inner circle. Friends, family, spouses are all examples of positional influencers. Yes, whether most of us admit it or not, our mothers’ opinions still influence us.

Virtually everyone on social media is a positional influencer to someone else. Positional influencers can be very valuable to a writer, especially in certain genres. For instance, I imagine that most 4-year-olds don’t drive down to Barnes & Noble, slap down a credit card and buy a stack of kid’s books. But moms do. If you happen to write for children, middle grade, teens, or any group that typically would not be the purchaser of the book, then you must target the positional influencers or risk losing a huge percentage of your potential consumers.

This goes back to what we discussed a couple of weeks ago about profiling the reader as part of your social media campaign. But one would also be wise to profile the purchaser.

Ideally, you will recruit the referent and expert influencers who hold sway over the positional influencers. Recruit SuperCarpool_Mom (referent influencer) and @ParentingMagazine to your side and the moms will listen.

*** The key to doing social media well, resides in recruiting and mobilizing the all types of influencers, particularly the referent and expert influencers.

At the end of the day, be good to anyone who is being good to you. Networks are hard to build, and we need as much help as we can get from our social community. So if others help “raise your barn,” (repost your posts) make sure you pitch in with theirs. It is just good manners.

I might qualify, I advise being kind and reciprocating because it is the right thing to do. But, we do have to deal with
reality. We only have so much time. Yes, we need to be good to as many as we can, but we need to be mindful to pay attention to those with greater reach and influence if we hope to have time left over to write great books.

Happy writing! Until next time…

By the way! If you loved this blog and just want MORE? My book, “We Are Not Alone–The Writer’s Guide to Social Media” is now available. Buy one today and take charge of your writing career! My book is designed specifically for writers. I want to change your habits, not your personality. Harness that same creative energy used for writing and use it to build your platform.

For more ways to grow from writer to published author, I highly recommend Bob Mayer’s Warrior Writer Book and Workshops, the inspiration behind this Warrior Writer blog series. Sign up today at www.bobmayer.org. Bob teaches all over the country, but he also runs Warrior Writer classes on-line, so don’t wait. Take charge of your destiny today.