Hope everyone is doing well. Welcome to our Sunan Weekly Roundup!
What are we working on
Our latest guide, How to use Linkedin to attract donors, is something we have been working on for quite a few weeks now. I know this will be a great tool for non-profit organizations to tap into, especially right now as we are coming out of#GivingTuesday and approaching the end of the year donation period.
Just the other day, Facebook shared some crazy stats. “On December 3rd, $120 million was raised on Facebook on GivingTuesday, and $20 million was raised in the week leading up to December 3rd for GivingTuesday.” Don’t underestimate the power of giving that happens on social media! Check out the guide for some neat tricks especially regarding Linkedin.
My biggest takeaway this week – The Power of Circular Viralocity
What is circular viralocity? It’s a way of building and releasing content that is cyclical and recurring. In addition, the content is presented in such a way that it is easily shareable with our audience. This term was coined by Brendon Burchard, one of the most creative marketing gurus of our times.
So often, many of us make the mistake of being one dimensional in marketing the content we produce. We spent so much time and energy producing something of value, but by being one dimensional, we limit its exposure and impact. Rather, whenever we produce ‘anything’ we should think about the big picture. What I mean by that is to think of how we can leverage all the different platforms out there to amplify our message.
I’m going to share my mistake as an example here so we can all learn.
The Sunan weekly roundup email is something new I started about 3 weeks ago and has been doing great! It serves as a way for me to be real and share my thoughts with the Sunan community. The open rates for these emails have been nearly double our typical open rates. Many of you have messaged and emailed me thanking me for producing this because it provides value and a unique perspective, for which I am truly grateful.
So what mistakes did I make with this?
The problem came where I only shared this content with folks who are subscribed to our mailing list, and that was it…it died there.
Instead, if I had applied the strategy of circular viralocity, I should have used the content from the weekly roundup email and leveraged all the platforms and tools out there to maximize our reach. I should have pulled out key takeaway points and created quote designs from these. I should have shared the weekly round up on my Linkedin and Facebook accounts.
Here is a neat illustration our team put together to outline all the platforms I should be connecting with:
Now to take things a step further, we don’t have to share the exact message in its original form on all the platforms. For example, I mentioned last week one of the cool projects Sunan is going to be tackling very soon is “How to hack your competitors social media strategy.” Now imagine, once everything is said and done, we present this in a nice video that does a deep dive and shares everything you need to know. How can we now use the power of circular viralocity to broadcast our message? Here are some quick examples:
- Record the video that captures the message, strategy and technique.
- Transcribe the video and produce a brief summary.
- Strip the MP3 from the video and use it for a podcast.
- Upload the video to YouTube along with a brief summary.
- Create a blog post for this video [Video + Transcript + Summary].
- Share the blog post with your mailing list.
- Upload the video to Facebook along with a brief summary.
- Upload the video to LinkedIn along with a brief summary.
- Share the blog post on Twitter.
- Upload the video to IGTV.
- Create 5-7 quote images (key takeaways, inspirations, quotes) from the video/summary.
- Share the quote images on your business social media accounts and your personal social media accounts over the next few days (Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc)
- Share the quote images on WhatApp (status & groups), Facebook Messenger
And just like that, BAM! your one piece of content that you produced just gave life to so much more content that is now being shared with a diverse audience across multiple different platforms. And guess what, we haven’t even run a single ad yet! The amazing thing here is that we can see and analyze what is getting good traction and promote that accordingly.
If this is something we consciously practice and incorporate into our digital media strategy, we will never have a shortage of valuable content to share with our community!
Your homework assignment is to leverage the power of circular viralocity when creating your next value broadcast. Don’t hesitate to shoot me a quick email, I would love to hear how it works out! Also, don’t worry. I didn’t forget about the marketing framework that I mentioned in the last email. More on that in my next email 🙂
Time to level up!
– Sajjad Husain, Founder & CEO