Marketing effectively to your audience can be a daunting task with parameters such as demographic, size, and individual customer preferences to consider. Shama responds to a viewer who needs some tips on how he can market his company to his massive audience of 600 million people.
Click here for the full transcript!
Hey, guys, Shama here. As you know, I get hundreds of questions every month from you guys from all over the world on marketing and business. I thought I would pick one today and share with all of you. Hopefully, we can all learn from this business challenge. This question comes from Ryan. Ryan says that he is a 24-year-old who has an idea, a plan and a vision to help those deal and recover from OCD and severe anxiety. Ryan has got a great idea of his market. This company will allow him to reach 600 million people. He is thinking about a book, a medical app, storage, all sorts of different products to help people on the road to recovery. He is asking for marketing tips and how to really make this a stellar company. Ryan, here are my ideas for you. It really applies to anybody looking to launch something new, and when you got a really big target market in mind. Six hundred million people, that would be a big target market. Here are you tips for you, Ryan.
First of all, choose one thing that you can really knock out of the park that helps you cater to this audience. By that I mean whether it's the app, whether it's the book, have one cornerstone product, if you will, that you can really build something amazing around, build a community around, build almost an evangelical following around. Rather than scattering your energies and creating too many products, too many things that you want to help this community, it's better to focus on one thing, do a really good job at it and then eventually expand into other offerings, if you will. The other thing you may also want to think about doing is narrowing your target audience even further. Right now you're thinking OCD and anxiety disorders, and 600 million people, that is a very big target market. You might want to start with people, for example, who just suffer with OCD for starters and have a product or community dedicated to them. Then you can expand into other things that you might be able to help people with. That's another idea.
The other thing that I would certainly recommend is a big thing for a company just starting out for any startup, really important to have customer testimonials. When you've got that cornerstone product, or service or touchpoint that you're going to use to build and serve this community with, make sure that you get testimonials. Make sure that you get honest feedback on what your customers really think about your product and services because nothing is going to help drive more sales like amplifying your current and past customers. Ryan, I hope that's helpful and for those of you who are also engaging in the startup world. I hope those tips are helpful. If you guys have more questions, you know where to find me. Just in case, you can tweet me @Shama. You can find me on Facebook, and you can go to ShamaHyder.com and submit your questions that way. Talk to you soon.
Click here for the full transcript!
Shama: Hey guys. Welcome to Shama TV. We're shooting from the Dallas Digital Summit. I have with me right now, Matt Wallaert, who is a behavioral Scientist from Microsoft Ventures, so thanks so much for being with us, Matt.
Matt: Thanks for having me.
Shama: What is behavioral science? I mean I feel like I've heard this word more now. It's become more buzzy. Obviously, those of us in marketing and business have a little more exposure to it, but what is behavioral science?
Matt: It can mean more than one thing. In my case I'm a social psychologist, and what a social psychologist does is we tend to study, so rather than like abnormal psychology, we tend to study every day people, and how do they interact with the world. I'm in a particular field called judgment and decision making, JDM. Behavioral science starts to get at a field of professionals who are really looking at why people act in the world the way that they do. It's not about beliefs or perceptions as much. Only to the extent that they translate to actual behaviors.
Shama: Is that a reasonable ... Have you found that the answers are reasonable as to why people behave the way they do?
Matt: Well, I'm a huge fan of Dan Arieli who put out a book a few years ago, so Dan and I are friends. He put out a book which I think the title really, the sort of predictably irrational title, I think very neatly sums up the sort of space that we're looking at. One of things you learn as a scientist is abandon reasonable. It's not my job to judge people's behavior. It's my job to observe people's behavior and understand it.
Shama: What applications does this have, sort of broadly speaking, in the business world?
Matt: Sure. I actually spend a bunch of time helping people understand how to do behavioral design, so a specific process that's really about starting with the target behavior that you want to see in the world, and then working backwards towards interventions that change the pressures that produce those behaviors.
Shama: Got it, so if a company said hey, we want more customers, or we want more retention of these customers, then how do you kind of change that [valued 00:01:58] experience?
Matt: Even so, I even get more specific than that. Like we encourage people to write behavioral statements that are actually, rather than using fuzzy words like retention, but say exactly what it is you want someone to do. A great example is like let's pretend you're Uber, so if you're Uber you want to say when people want to go from point A to point B, and they live in a city, they will take an Uber. That's a great behavioral statement. It's measurable, it identifies who we're talking about, people in cities.
Shama: It changes a default, right, or a it kind of asks for a very specific outcome.
Matt: This is the way the world will look if I do my job like effectively.Shama: Everyone will subscribe to Shama TV. Great, let's do this one, Matt. How do we get everyone to subscribe? Let's say that's my default statement, right? How do you get people to subscribe because we have such awesome marketing, business information?
Matt: Once you have a behavioral statement, we encourage the use of something called the dual process model, or competing pressures model. Basically, they're promoting pressures, reasons to do something, and inhibiting pressures, reasons not to do something. How can you get people to subscribe to your channel more? Well, great content is a reason to subscribe. It's a promoting pressure.
Shama: Case in point, people.
Matt: Great point, but on the other side of that and one of the places people frequently forget is inhibiting pressures. How hard is it to subscribe? How hard is it to find your newsletter? How hard is it to join your site? Those inhibiting pressures often dominate our behaviors. The example I always use is M&M's, right? M&M's are delicious, and they're beautiful, and you want to eat them, but you and I aren't eating them right now. Why? Well, there's none in the environment, right? Availability is a strong inhibiting pressure. Cost, right? They're not free, so all these inhibiting pressures actually dominate our behaviors.
Shama: Got it. Okay, so essentially you would make 2 lists then, right? Of kind of promoting factors, and then inhibiting factors, and then look at how can you reduce inhibiting factors.
Matt: That's exactly right.
Shama: In our case it would be that there's a lot of competition for time, or there's not a lot of video podcasts that do what we do, but yeah there is in terms of people can read blogs. They've got lots of course the limited time in how they spend.
Matt: Time is an inhibiting pressure for you, and you might say hey, on an intervention on time, we're going to make sure that all of our content is as concise as possible. That's going to be a really strong value…
Shama: On that note!
Matt: We're going to do a half an hour long podcast. We're going to do like here it is, and out.
Shama: Something short. That's great, so this is such a fantastic way to approach, I think, any problem that someone might have in business to look at.
Matt: Yeah, and it's not just business. We've actually done this kind of work with the government on smoking is one of my favorite examples, right? How do we attack smoking? Well, strong inhibiting pressures. Taxes, those sorts of things, but we also attack promoting pressures. We said you can't advertise on TV. You can't advertise in magazines. You can't use cartoon characters…
Shama: Make it uncool, right? Yeah.
Matt: That's right. Remove those reasons that people did it in the first place, and I think that by actually sitting down and drawing out these pressures, people can get to a place where they're thinking about a little more deeply.
Shama: In all your research, Matt, have you found something surprising? Something that's really caught you off guard that you didn't expect, or maybe you had a different hypothesis and it went a different way?
Matt: I did. One of the things that's tremendously humbling about being a scientist is that you find out just how wrong you ...
Shama: All the time.
Matt: Really it's a skill to learn from those mistakes, you know. I think as the start up community has really embraced that sort of fail fast mentality, and that's trickling its way up in business, you find mistakes tell us as much as your successes do. I have a litany of experiments that didn't work, and didn't come out the way I thought, but they all taught me to go on to the next thing. This will happen, even when you think you have a really solid promoting pressure. You really think you have a good intervention. You put it out in the field and it doesn't work, but that just encourages you to go look at it again.
Shama: So, the importance of being able to just pivot, right, and test, even if you've got these factors and you kind of know what you're going after. You still have to be able to pivot to see what's working, amplify that to less of what's not.
Matt: Absolutely, and one of the great things about looking at a competing pressures model is you know, hey, we have this pressure. Let's say time.
Matt: We're going to do more than one thing about time. We're going to make them short, and we're going to encourage people to look at them at a particular time of day. We're going to do a bunch of things around time. Well, if 2 or 3 of those fail, it might say, hey, time is not as big of a pressure as we thought it was.
Matt: One of the nice things about having a theoretical underpinning, saying there's a pressure that underlies our intervention, is that when a couple of interventions work, you don't have to go to the next intervention. You can go, hey, maybe that pressure isn't the way that I thought.
Shama: Very interesting. Thank you so much, Matt. This is fantastic.
Shama: We try to keep these short, taking your advice. Guys, be sure to subscribe for Matt's recommendation, even, so you can get lots of more good stuff. We'll have links to Matt's work below. Subscribe, tune in. See you soon. Thanks again, Matt.
Matt: Thank you.
--Episode Links--Microsoft Ventures
--Episode Tweetables--[bctt tweet="Key to Influencing People = promoting pressures + inhibiting pressures. @Shama @MattWallaert" via="no" url="http://shamahyder.com/Anz7F"] [bctt tweet="Mistakes teach you as much as your successes do. @Shama @MattWallaert" via="no" url="http://shamahyder.com/Anz7F"] [bctt tweet="A social psychologist shares how to get your customers to do what you want. @Shama @MattWallaert" via="no" url="http://shamahyder.com/Anz7F"]
Facebook recently released the ability to stream live video directly from your smartphone to the world. What was once an extremely costly process is now a free feature available to over a billion people who use Facebook. Shama explains why this is a massively big deal and what it means for you.
Click here for the full transcript!
Hey, Zen Nation. Shama here and today we're talking about Facebook's biggest game changer yet: live video and what it means for you.
Facebook has rolled out their latest feature for everyone now universally who has a Facebook account. That feature is live video. That's right. You can live stream now to your friends, to your family, to your community at large. I've actually had this feature turned on for a couple of months now. Facebook rolled it out for verified users. Through my profile on my page on Facebook, I've been able to play with the live video features the last few months.
I have to tell you, it's pretty amazing for a couple of reasons. One: video. I'm a big proponent, you know that, and it's because it works. People tune in, they watch, they love the interactive features. Online video is definitely on the way up and it's not slowing down anytime soon. I'm a big fan of online video and Facebook just takes it to a whole another level.
The second thing is live streaming allows you to have more engagement with your audience to really build that sense of community for your brand. The great thing is because Facebook is trying to push live videos and promote their new feature. Doing live videos right now will get you more play in news feed than maybe just a post or maybe an image.
Facebook algorithm now is clearly giving a little more preference to live videos even going as far as notifying your friends when you are live. Let me show you exactly how you can create your own Facebook live videos.
Right now, I'm logged in through my smartphone. Here's my profile. Here you can see this little red icon, the man icon with looks like two broadcast symbols around it, so like two big halos. Click that and live video option pops down. Let's see. I click that and it gives you an option to describe your live video and then you simply go live. Once you go live, you'll start seeing how many viewers you have, people turning in, and you'll get to see their comments live so you can interact with them.
Really cool feature, great way to build your community, create more engagement. I really think live streaming is going to be huge in the coming years and it's super accessible. What do you need to even live stream this technically? You need your smartphone, a Facebook account obviously.
You can do this through your page or your profile depending on how you're building your brand. I tend to do them mostly on my page but also on my profile because a lot of you followed me on my profile and a lot of you like the page. We've got a mixed bag.
Then, because audio is not always the best on smartphones, actually use a different microphone to do this. This mic is called a Rode VideoMic Me. I can't share link with you guys. It's great. It plugs right in and it can go either way: selfie mode or the other way. This gives you great audio and then you're live streaming directly from your smartphone. Great way to create fun content, engage guess with your audience, and just to continue to build your brand. That's how you use Facebook video live.
Now, here's why this is an amazingly awesomely big deal. Not only are you able to now connect with your audience and engage in an interactive way as possible until we hit augmented reality at least.
These sorts of things used to cost thousands and thousands of dollars to live stream and to be able to connect with people like this. This is a big deal technology delivered in a really seamless way. Imagine being able to live stream the next keynote you're attending or live stream your next company event for the people that can't make it.
In fact, for example, we have a virtual team here and while our team member is expecting and we're actually throwing her a virtual baby shower. It's amazing how many types of doors this really opens for you.
This technology is fantastic. Even though it looks handy and simple, don't let it fool you into thinking it's simplistic. It's anything but. I hope you guys will create lots of your own Facebook live videos and tune into mine.
On Facebook, you can find me. I have a page, Facebook.com/ShamaHyderPage. Also be sure to subscribe to my newsletter at ShamaHyder.com where we really keep you updated with all this amazing content that my team and I are creating right now. I hope that you'll sign up. I hope you tune in. If you have any questions, feel free to ask.
In summary, Facebook live is a huge game changer. It's open to everyone. It's easy. It's accessible. It's simple but not simplistic. I hope that you use this to your advantage and are really able to use it to grow your brand and build your communities. Lot's more tools and resources for you. Go to ShamaHyder.com. Drop me your name and email address. I'd love to keep in touch. Talk to you soon.