Transcript
WEBVTT
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Yeah,
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welcome back to be to be growth. I'm
dan Sanchez with Sweet fish media and
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today I'm talking about the new 10,000
hour rule to social media success now
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for anybody listening that hasn't heard
of the 10,000, our raw recap real quick
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is essentially a theory that Malcolm
Gladwell popularized in one of his
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books, saying that you can't truly
master a craft or a subject without
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putting in 10,000 hours of practice and
not just okay practice, but perfect
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practice. Really good practice. It
takes 10,000 hours, right? And that's
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the rule for success. But I'm here
today to kind of popularize a new rule
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and it's not, it's things that I've
heard before, but I'm trying to say in
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a different way because I'm still
finding people miss this so often that
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it's worth recording a whole episode
about because you see, I get to meet
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with lots of people as a director of
audience growth for sweet fish Media
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often get to sit down with customers a
couple times a week to talk about how
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to grow their podcast. Right? So it's
marketing is just marketing for your
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podcast and we're the objective is to
grow the audience sometimes more than
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growing revenue, right? We know
audiences and means to revenue. So the
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objective is to grow the audience and a
big part of that is social media
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marketing, but I continually see people
make this one critical mistake over and
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over and over again and I can empathize
with it because I was there myself, my
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career got brought up through the PPC
channel, right, I was really good at
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Adwords. And then when facebook started
putting ads in the feed like man, I was
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quick to that. I was in that first
summer when that started happening and
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read all the, took all the courses,
listen to all the podcast. I was great
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at facebook ads. I grew a whole
university, tripled the enrollment of a
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university to facebook ads. I learned
lots of other channels, but I wasn't
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very good at social media or at least
not organic. Social media paid social
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was a breeze, but organic. Not until
this last, I don't know about 16 months
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for me that I actually, you know, James
Carberry, the founder of Sweet Fish
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kind of showed me the ropes on linkedin
and you know, I learned from a few
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other people that were doing well on
linkedin and then just put in the work
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and tried and did it over and over and
over again, posted lots of content,
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engage the platform and I grew In five
months, I grew to 10,000 followers and
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today in past 20,000 followers, um half
of which are connections. The other
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half are just followers and a lot of
people have looked at that and they're
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like dan, tell me what you did And
there's a lot of things that I did, a
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lot of different little content tricks
and how to get people to read your post,
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how do people get engaged with it, but
I'm not here to talk about that. So I
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think people kind of get that are good
at that. It's not as hard to figure out.
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But this one thing, this one thing I'm
crafting this new 10,000 hour roll
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around is the thing that people miss
the most often. So let me talk to you
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talk to you about this new 10,000 hour
rule and really it's not 10,000 hours
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actually, it's an arbitrary number. I
needed a way to cross over and build an
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analogy to something that everybody
understood, everybody understands the
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10,000 hour rule. What I like about it
is that it's really like it's helping
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you see the cost, The cost you have to
pay in order to succeed and become a
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master at a subject. But if you want to
master social media, it's not just
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10,000 hours, you have to leave 10,000
comments. 10,000 comments, let that
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sink in for a bit. That is a lot.
That's a lot of comments, but that's
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what it takes to succeed on pretty much
any social platform to do it Well,
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unless you're bringing in some owned
audience from somewhere else. So you
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become famous recently, you've gotten
on tv or you want american like you've
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been growing going up in american idol
or something, so everyone's just
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following you, like unless you're that
or you're an expert already, you have
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attention somewhere if you want to grow
From zero, which is kind of where I
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started from, maybe I had like I had
500 plus connections, like most people
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on linkedin but that wasn't quite
enough. You have to not only show up
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and put out a post a day or more, and
of course you could do less. Less is
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just always slower and you honestly
honestly just goes away faster if you
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post more. But you also have to engage
the platform. You have to actually be
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social on social media. Whoa, shock
surprise. But it's so frequent that I'm
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meeting with people and they're asking
me for tips on how to grow their show.
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And I'm like, well, what are you doing
on social? They're like, oh, I'm
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posting all the time. And usually even
if their posts are good and they're
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doing the exact formula that I've laid
out for succeeding with linkedin posts,
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they're still getting crickets on their
engagement. There's still like one or
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two people commenting handful of likes
and I'm like, well, how much are you
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engaging in other people's stuff?
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And that's when they usually look at me
like, what are you talking about? I'm
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like, you're not engaging in the
platform. You have to actually go out
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and be social. You can't just be
talking in the public square, hoping
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people come to you and just start
listening while you're standing up on
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your box, they will, But first you have
to go out into the crowd and engage
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people one person at a time in their
conversation and what's interesting to
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them, you have to add value to them And
you have to do it 10,000 times. It's a
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lot. If you leave 10 comments today,
it's going to take you a couple of
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years, I think three years.
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But if you leave 100 a day it's it's
going to take, it's gonna go much
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faster. If you do 100 a day, I think
it'll take you something like a few
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months, Maybe 5, 6 months To reach the
10,000 comment rule that I'm throwing
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out there and this isn't a new rule.
Other people have talked about this.
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Gary Vaynerchuk calls it the dollar 87
rule, like go and leave your two cents
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to the total of a dollar 87 on other
people's posts every day. A dollar 87
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would be, I think it's like close to
like 90 90 comments a day. Value driven,
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unique comments, not you copying and
pasting and engaging people's post, but
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actually go into your feed and just
reading what people post and engaging
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in a meaningful way.
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So you might be thinking dan, That's
great, Why is this so important? This
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is important Because it does two things
One and most importantly, and this goes
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for all social media networks and then
there's something unique to Lincoln.
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That's .2. But .1 is that you build
relationships so that when people see
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you, they become more familiar with
your name and your profile picture
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because they're interacting with you.
Hopefully interacting with you
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regularly, right? Just like in real
life, if you meet someone and then you
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meet them again and again and again
you're having little bits of
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conversation. Slowly start to build a
relationship, You start to build trust
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and you start to become friends. That's
what you want to do. But you have to do
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it one person at a time and slowly they
start if they see your thing, they're
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gonna be like oh and showed up what's
up, you know, because if we're going
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back to that street metaphor, if you've
been engaging lots of people in their
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conversations and then all of a sudden
you get up on your box to say something,
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we'll all those people are like oh look
who just stood up, I think I'll join in
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that conversation, right? That's how it
works. It's related, building
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relational equity, but it takes it's a
lot harder. It's actually what wouldn't
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even say it's hard, it just takes time
lots of time. But it's the price you
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have to pay. Every channel has its
price. An organic social is just time
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engaging with lots and lots of people
10,000 times. The other point of why it
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works is in Lincoln specifically the
algorithm will favor you even if they
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didn't even remember you, Which did
they they do. But the algorithm was
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like oh dan just interacted with susie,
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you know what next time dan posts, I'm
going to show his post to susie and
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that's how the algorithm works. So
literally before I post a single post,
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usually I will spend 15-30 minutes
commenting as much as possible to kind
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of prime that pump to get it out there
more, It seems manipulative, but
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remember I'm spending 15-20 minutes
adding value to other people's post and
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every comment I add to their posts
helps their post go farther, build a
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relationship and adds a little value if
I'm doing it right and sometimes value
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isn't that hard to do, So let's go into
that. How does that, what does it look
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like? How do you do it? Some people
struggle, they like for the most part,
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90% of people don't engage with
anything and that's most of us on most
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platforms. But if you want to grow on
social you want to grow on linkedin.
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You have to remember that you have to
move out of the 90% of people who are
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just lurkers and just consumers and
move into the 10% Sorry then it's
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really the 99-10 rule, 90% of people
consume 9% of people engage 1% created
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If you want to be the 1% of creators
that succeed, You have to take part in
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the 9% to you have to become an engage
er you have to be someone who's
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commenting and you do that by
exercising the muscle of learning how
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to engage because actually it's not
it's not that straightforward. I
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remember when I was early on trying to
do this well for some reason, every
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time I did engage it was like something
negative, I was being critical or I
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would try to be positive, but it was a
little snide or people took it that way,
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I didn't have that in my heart, but
that's how it came off. So here's a
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couple of ways that you can
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add value to post, that is easy.
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So here's my five favorite ways to make
comments more that are more extensive
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and value driven. Remember sometimes
and first I'll start off with my first
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and easy one. Sometimes, all you need
to do is give encouragement. It's the
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easiest thing you can do, people are
celebrating something or showing a
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milestone or saying, hey, I just
started a new job. Then, really the
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only thing you do is throw down some
excited emojis and be like,
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congratulations, that's awesome, you
deserve it. I try to customize it as
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much as possible, but sometimes just a
smiley face and a fist bump will do
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right because you're just trying to
encourage them, You're trying to let
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them know, hey, I see you well done,
right? It's, we do it in real life all
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the time. We give congrats all the time,
that's a simple way to add value if
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that's what's called for another way
you can do it is by echoing the
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sentiment of the post by sharing you've
noticed the same thing or by simply
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sharing like a relevant story, like, oh
yeah, I noticed that too. In fact, when
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I tried it, it panned out the same way.
In fact, here's how you know, so just
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sharing your angle is a good way to do
it. You can ask a relevant question to
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get more out of them. I do it all the
time. This is actually part of my
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favorite thing to do. If something's
like, if somebody's giving me like a
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statement like, oh, do this and I'm
like, yeah, but in what context?
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Because I might be a little confused
like how does that actually apply? I
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love asking questions and it's great
for them because they love to give more
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information and they get to know what
people are still confused by. So it's a
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great way to add value of even offering
the question for them to know what
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their audience is thinking. But then
you learn more in the process. Maybe if
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you get a little dialogue going,
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you can disagree with people don't do
it to be rude, be polite and show that
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you're open minded, say it in such a
way that you're like, hey, I've noticed
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when I've done that I've gotten the
opposite result, but I am just one
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person and I'm often wrong. What do you
think about that? If you approach it
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with humility, you can disagree and be
open to learn. Sometimes you're one
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time didn't matter. Like your one time
might have been off, you might have
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been in a rare anomaly right. Your
experience might not be the truth or
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what's the truth for you. But there
might be a better answer is what I'm
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trying to say.
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You could also challenge them to go
farther. Sometimes somebody, you know
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less experience will post something
that you're like, that's such a basic
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answer. You know, it's not quite the
right answer and you know that, you
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know, but challenge them softly, be
like, hey, if you go a little bit
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deeper, you might find this. I
recommend checking out this article to
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learn a little bit more. Would be
curious to hear your thoughts. So it's
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ok to challenge people. Just do it
gently and softly challenge people in a
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way that lets them know that you really
care about them. And the only reason
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why you're challenging it is in their
best interest, never do it to flaunt
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your own knowledge. Right?
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And my last favorite way to add value
to post is expand on what they've said.
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If they've given a list of five things
you can do. I'll add two more. If
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they've said here, here's a framework,
I would be like, oh, and here's a
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nuance to the framework that I think
would be helpful. I'm always trying to
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add more in advice. So that's a good
way to do. It. Just expand on what
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they've said. Sometimes they've asked a
good question. It's usually easy to
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engage with the question. So do that.
But you can see by answering these
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questions and adding value. It's not
that hard. It just takes a little bit
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of time and honestly it probably takes
more time in the beginning to do each
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one. That's okay. It takes practice. In
fact, I would recommend for like one
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week straight showing up for 30 minutes
every day to do nothing but engage with
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other people's comments. So if there's
anything you can get from this Episode,
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try this for one week, 30 minutes a day.
Even if it's only a five day work week,
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30 minutes a day. Try to comment on
every single post. So you're not
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allowed this girl past the post until
you comment, force yourself to think
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about how to add value to this post. I
don't do this anymore. But I have, I've
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done this challenge myself just to get
better exercising it. So even posts
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that are hard to like comment on
because it's like, they're self
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promotional or something. They're like,
hey, come to my webinar, you're like,
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well I'm not showing up, but the
webinar looks great. Yeah, that's hard.
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That's the those are hard to comment on.
Force yourself to comment on them and
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you will get better at commenting. It's
a muscle and just like working on a
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muscle. It takes time. It takes
diligence to try and flex it over and
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over again and then pretty soon it's,
it's pretty easy. I can scroll through
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and 10 minutes drop a number of really
value driven comments. It just doesn't
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take long. I've also talked about this
on linked in this idea of the 10,000
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comment rule and a lot of people ask me
like, well, how many how many is enough?
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And I'm like, well, it's you can go as
slow as fast as you want, but like
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generally like volume really does make
a difference. So, but if you're looking
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for like just a good benchmark, if
you're that kind of person, just kind
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of want me to throw out a number 10
today is pretty good. It'll take three
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years to get to the 10,000 our role.
But 10 a day is pretty good.
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Again. I would do 90 or 100 if you
could, if you really want to be like,
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hey, I want to get to 10,000 followers
in six months or a year or something.
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Be prepared to do 70 to 100 comments a
day. Yes it seems like a lot, just do
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it. It's a lot. It's gonna take a lot
of time, but all good things take a lot
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of time. So how else were you going to
spend that time? Netflix Disney plus I
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don't know, where else are you spending
time spend it doing this and you only
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have to do it for a season in order to
see that massive growth from it and
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then you can back off some season, go
hard for six months and then you know,
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take a break. I do. So hopefully this
episode is encouraging, but also
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weighty in a way
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because I want to kind of showcase and
illustrate the cost to really doing
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well on organic social. Of course
there's other ways to win, don't get me
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wrong, there's many ways to win. So
don't come to me and like, like at me
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00:15:37.370 --> 00:15:41.320
about like, oh well I had a friend who
did it this way and a friend. Yes, yes,
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00:15:41.320 --> 00:15:45.250
there's many ways to win. This is
probably the easiest in the most
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00:15:45.250 --> 00:15:48.160
effective and just straight forward. If
you just show up and do the work,
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you'll probably grow. That's on top of
posting interesting content every day.
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Doing a lot of other things I mentioned
in a series, I did a three part video
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series on how to grow on linkedin where
I cover other elements of Lincoln
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growth. You can find that in the show
notes or go to sweet fish dot com slash
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10-K. The number 10 letter K. Hopefully
this was interesting. If this show has
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00:16:12.500 --> 00:16:16.680
added any kind of value, please leave
us a rating that you feel like this
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00:16:16.680 --> 00:16:20.390
deserves an apple or google or stitcher
or Spotify wherever you can give
234
00:16:20.390 --> 00:16:24.350
ratings for your podcast. Give us a
fair rating. You don't even have to
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00:16:24.350 --> 00:16:28.280
leave a review. Just tap that star that
you think it's worth and kevin, find me
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00:16:28.280 --> 00:16:31.470
on linkedin. I love connecting with
listeners. Many of you have reached out
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00:16:31.470 --> 00:16:34.660
to me and connected with me and we've
gotten great conversation started there.
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00:16:34.740 --> 00:16:37.840
If you connect with me, I can hopefully
show up and comment on some of your
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00:16:37.840 --> 00:16:40.360
stuff because I'm commenting all the
time. You can show up on comments on
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00:16:40.360 --> 00:16:43.920
some of my posts. Guess what? That's
how we build relationship. That's how
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00:16:43.920 --> 00:16:46.940
you can get to know me. That's how I
can get to know you. I love it. Come
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find me at linkedin dot com slash I N
slash digital marketing game.
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Yeah. Gary v says it all the time and
we agree, every company should think of
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00:17:00.750 --> 00:17:05.859
themselves as a media company first,
then whatever it is they actually do.
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If you know this is true but your team
is already maxed out and you can't
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00:17:10.079 --> 00:17:14.480
produce any more content in house. We
can help we produce podcasts for some
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00:17:14.480 --> 00:17:18.400
of the most innovative BB brands in the
world and we also help them turn the
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00:17:18.400 --> 00:17:23.430
content from the podcast and blog posts.
Micro, videos and slide decks that work
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00:17:23.430 --> 00:17:27.000
really well on linkedin. If you want to
learn more, go to sweet fish media dot
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00:17:27.000 --> 00:17:31.360
com slash launch or email Logan at
sweet Fish Media dot com.