Today concludes Julie Eckersley’s wonderful 5 part series on the methods used by The Secret to create such a success – big kudos to Julie for being so generous with her information. I love that she emphasizes audience engagement at the earliest stages and being generous to your partners and fans!: Here’s Julie:
In early 2006, Australian TV producer Rhonda Byrne launched her feature length documentary online. It was called The Secret. The film spread like wildfire around the globe as viewers took up the viral campaign Byrne had begun.
This blog post is part 5 of the lessons we can learn from her success.
Lesson 1: Start strong
Lesson 2: Tap into people’s passion
Lesson 3: Understand the power of your title
Lesson 4: Plan your marketing campaign from day 1.
Lesson 5: Align yourself with the key influencers in the area.
Lesson 6: Alternative release and some very good news.
Lesson 7: Shoot a promo first
Lesson 8: Cultivate your audience
One of the places that many people go wrong online and in social media circles is that they don’t understand the etiquette of the medium.
Here is a summary of online manners from a fabulous internet marketing company called Thinktank Media.
1. Build a relationship first, sell second.
2. Thank people that mention you online in their blog or site. To keep track of this start using Google analytics and Google Alerts. You may also want to sign up for Social Mention.
3. Share great content. It doesn’t always have to be yours.
4. Be open and honest
5. Stick to your brand or style
6. Don’t spam or constantly broadcast one way
7. Engage in and encourage 2 way conversations.
The internet is actually a very intimate medium. If you get earmarked as a spammer there is no going back. It is the same as if you try to sell every time you communicate. It is a medium much more aligned with building relationships.
Byrne did this by communicating with her audience long before there was anything she was selling. In the lead up to her release had a clear brand and message – I am going to tell you a secret? and she traded on the exclusivity of her information.
Once the film was launched she continued to communicate directly with her extensive mailing list through the intimacy of her “secret scrolls”. Again, these are not about selling they simply offer a communication with the film maker and are full or advice about things that the niche group are interested in.
Lesson 9: GIVE GIVE GIVE
Once you have established a rapport with the key influencers think of what you can give to them. Ask yourself – what’s in this for them? The same applies to people that opt in to your publicity though an email or newsletter sign up.
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