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Connecting with your Audience through Live Streaming with Chris Strub

KEY TAKEAWAYS COVERED IN THE PODCAST
  • Social media allows you to research and build relationships before you meet people, so if you do encounter someone for the first time you already have a bit of a background relationship to build on.
  • Don’t focus on how well you can do your job, instead think about your goal and how you want people feel about you when you’re not in a room.
  • What matters the most is the value and excitement that we bring to the people you are connected with.
  • Livestreaming gives you the best opportunity to be yourself and engage with your audience through conversation.
  • Livestreaming is not just about the broadcaster, but the conversations you have with your audience who help shape the conversation as you go.
  • Although social media gets a lot of negative press, there are so many positive elements that people forget. It’s about that personal, one to one conversations that are important to you and your business.
  • Your social media following is not the be all and end all. It’s about the depth and complexity of the relationships you’re building with people.
  • How many people think you are the reason they love the internet?
THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…

Don’t be afraid to go live as when you’re live streaming it’s not about you and your business anymore, it’s all about your audience. Interact with them, have conversations and let them lead the stream.

HIGHLIGHTS YOU SIMPLY CAN'T MISS
  • Introducing Chris Strubb – 04:06
  • Building relationships on social media – 07:09
  • Being the best at what you do – 11:52
  • Bringing value and excitement to the people you’re connected to – 13:10
  • 50 States in 100 Days – 15:01
  • Live streaming, its’ not so scary! – 30:41
  • One to one conversations on social media – 38:08
  • Followings are not a binary thing – 49:00
LINKS TO RESOURCES MENTIONED IN TODAY'S EPISODE
Transcript Below

 

 

Hello there and thank you so much for joining me for episode 35 of the podcast. I am your host, Teresa Heath-Wareing. Really glad to have you here with me today, as I am always. It's so nice to think that you might be going about your day, or walking the dog, maybe getting ready in the morning, and you're listening to me talk, so thank you, I really do appreciate it.

I normally ask this right at the end, and then I did some research the other week, and I stupidly, I don't know why I thought this, because actually this shouldn't surprise me in the slightest, but obviously you have a drop off throughout the podcast. Depending on the type of podcast it is, what it's about, some people don't listen all the way to the end. Which, like I said, if you asked me that about videos that are online, or anything where someone has to engage, I would say obviously that makes sense. For some reason I forgot that this might happen on the podcast.

Normally at the end of the podcast I ask you so nicely if you would be willing to give me a five star review on iTunes, and not to forget to hit the subscribe button. Obviously there is a percentage of you that either when you hear the podcast wrapping up you kind of think, “Yeah, okay, we're done now.” Or people that just don't get to the end. I'm going to get it in early, and I'm going to ask you if there's any chance you wouldn't mind, I would be so very grateful if you could possibly give me a five star review as this obviously helps the exposure of my podcast. Also, if you hit the subscribe button, then you'll make sure you don't miss an episode. Anyway, sales pitch over. I apologise.

Today I'm bringing you another interview, and I'm really excited about this interview, because actually I don't know about you, but often I find that social media gets a lot of bad press. Obviously there are a lot of concerning things that happen because of social media, or things that happen on social media that aren't great. I'm certainly not dismissing those things, it's just that actually in my world there are loads of really good examples of positive uses for social media. Not only for business in order to reach their customers and their audience, but also some really good messages that are out there. Today I'm going to be bringing you one of them.

Today's interview is with the amazing Kris Straub, who has a fantastic story to share with you about how he used social media to promote the message of numerous charities all over the states, in his trip that was called 50 States in 100 Days. Back in the summer of 2015, Chris was only 29 years old, and he travelled solo, and without any funding I might add. No sponsorship deal to do this. He travelled all the corners of the country to promote stories of youth related nonprofits. He used social media and live streaming as a way in which he could convey that message.

From that trip, he wrote a book and also has a film, which I was very honoured to be part of the first live screening in Nottingham a few weeks ago, when I met him for the first time physically meeting him, at MarketEd Live, where he was the keynote speaker. Chris now offers courses, he does keynote speaking, and it was an absolute pleasure to have him on the podcast. He's such a nice guy, and you know one of the best things? He's completely humble about what he did, and I still don't think he sees the impact that he had on all those charities, or the amazing story that he can now tell. I really hope you're going to enjoy this episode. He also gives some great tips and strategies away along the way.

 

Introducing Chris Strubb

 

Without further ado, here is the lovely Chris Strub.

I am so pleased and excited to welcome the super lovely Chris Strub to the podcast this week. Welcome Chris.

Hey. Good morning. Good morning. Glad to be here.

I'm so glad to have you here. I said in the intro that although I've followed you for some time, we had only met just recently at MarketEd Live, where you were keynote speaker, and you are such a lovely guy. I love to talk, and I love spending time with you, and it was a great event, and your first time in the UK.

Oh it was fantastic. It was such a joy to be over there. I'm so grateful to Paul and the team for bringing me in. I had an unbelievable time, and I'm glad to hear that the talk went well. We screened the film too, which was great. It was a really, really exciting week all around. I had a fantastic time, and it was such a great first impression of the UK for sure.

Oh good. I'm so glad, because I think we joked while you were that you were saying how friendly everybody was, and I said that I actually thought, I'm going to get shot down now by all people in the UK, but I actually thought that when I go to the states, the people in the states are super friendly. It was lovely that you felt that we were all super friendly too.

Yeah. You know, I think you and I talked about that a little bit actually when I was over there, which is it all depends on where you go and what your experience is. Like the states, and I could talk to you about the states all day, it all depends on where exactly you are, what communities you're diving into. Again, I was exposed to, over in Nottingham, the very best of what the UK had to offer. Like I'm surrounded by you, and Lucy, and Paul and all these wonderful, wonderful people, both in the contemporary, in the hotel. Downtown Nottingham was gorgeous. I was put in a great position.

It sounds, in our conversations as well, when you come over to the states, you mentioned you're coming back to California in a week or two, you're putting yourself in a great position as well, and surrounding yourself with some really smart, and lovely, and compassionate people. It's lucky, but it's luck by design. We're both getting better at putting ourselves in these advantageous positions.

Yeah. I totally agree, and in fact we've just said that one of the things that I like to do, even though obviously we are huge advocates of social media, actually there is still a huge part of me that likes to get physically in front of someone, because that is when you can make some real connections I find. I know it's a long way, but sometimes these trips are really worth doing.

Yeah. I think that's why we connect so closely Teresa. I mean, my company is called I Am Here LLC. Yeah, literally. I've spent much of this year and last year travelling around my country, and now of course over to the UK, with that exact same goal in mind, to get in front of people.

 

Building relationships on social media

 

Social media really gives us the opportunity to do our homework in advance, to research a little bit. To start building those relationships before that meeting, so that when you do encounter that person for the first time, you have a bit of background.

Boy, that sounds a little creepy when you kind of put it that way, but from a professional standpoint this is what we do as marketers, and as networkers, and relationship builders, we want to make sure we have those right people on our radar so that when we do have those encounters we're able to hit the ground running with that conversation, and be able to pick up with exactly what we're looking to accomplish in that conversation.

Absolutely. Actually that is such a perfect way of putting it, because the fact is you do start building those relationships on social media. You start to interact with them, you start to see what they do, what they like. They start to see what you do and like, and therefore it just makes that meeting so much easier, and it opens the door for it. Whereas if you went in completely cold, to try and get a meeting with someone, or to try and get someone to meet you for a coffee, it's not going to be easy, is it?

No. It's not, but I do think there's so many opportunities there now to get to know, like I said, the people in advance. I would also say Teresa that in my travels I used to be a bit nervous. I noticed this in our conversation over in Nottingham as well, or even in your podcast with Amy where you're talking about, “Oh, I have this dream list of all of the people that I'd love to speak to for the podcast.” I've really found that the more you travel, the more conferences and things you go to, the more you realise that even the “big names”, these people that we really look up to in the industry, they are so incredibly nice. Like with almost no exceptions in our industry.

My favourite story to tell is when I met Joel Comm for the first time.

Lovely guy.

At Summit Live. Just the nicest man you could possibly meet. He's keynoting this conference, Summit Live in San Francisco in 2016, and you just expect, okay, man there's thousands of people here, they're all here to see Joel, he's got to be kind of haughty and uptight, and like he doesn't want to talk to someone like me. I'm just a kid, this is my first social media conference. It was the total opposite of that. Like everything I thought in my head, everything that I was worried about unravelled within two seconds of meeting Joel Comm.

I think that encounter in the hallway in San Francisco, totally reset the tone for me for what it's like to be in this industry, in this relationship building industry. From that point forward, everyone that I've really tried to connect with I think has just been fantastic. That's really how I got to the UK, was this exact sort of game plan, this exact sort of strategy, if you will, meeting [Biz Paul 00:10:04] at Social Media Marketing World. I was like, this guy is awesome. If you see the two of us together, we're like brothers from another mother. We just immediately hit it off, and now we're like best friends, and I got to go keynote at this unbelievable conference.

Yeah. Honestly it's so good meeting these people. I think the other thing that makes me think is I think for the up and coming people, which hopefully I would class myself in, I'd obviously class you in, well you're a bit more than up and coming, you're definitely more known widely than I am.

Ee. Okay.

Honestly, but you know, for the likes of us though, it makes us want to help everybody else, and perhaps that's where it comes from. Perhaps because the people above us are showing us this really lovely way of being, and wanting to support people coming up, and support people to be better at what they do, that actually for me I just want to help everybody else up. I just want to keep kind of lifting them up to kind of build them up to where we can all be. I want us all to feel like this.

Yeah. I love that sentiment Teresa, of wanting to be able to lift others up. I've been talking to a lot of my friends and colleagues in the industry about this. One of the folks that I so dearly want to help is Ben Roberts, who was also at MarketEd Live. He's working on his book about his Marketing Buzzword Podcast. He's just a phenomenal guy, right?

Yeah, lovely.

 

Being the best at what you do

 

This is the thing that we can keep coming back to throughout our entire conversation here, is we have the opportunity to meet people in this industry that just blow you away with their kindness, their generosity, but also their intellect and their ambition. When we talk about stratifying people in the industry, we talk about the people who have been really successful, and you've interviewed Pat [Folan 00:12:01] and Amy Porterfield in recent weeks. I mean, that's awesome.

I know. Yeah.

What I think we all have in common is the determination to want to be the best at what we do, and want to be the best in our field. That was a major theme, of course, at Marketing Live as well, is do you want to be the best? At the end of the day it doesn't come down to how good you are at creating an internet post, or can you schedule our your 25 tweets a day? That's really not what it is.

No.

It's really about, what is your goal? How do you want people to think about you when you're not in the room? How do you want to be spoken about in that conversation? I can sense, and I can see it, and all your listeners can hear that ambition in your voice as well.

Thank you.

With wanting to raise the bar with this podcast. Teresa, to me it's all about perception. I talk onstage too, about how we are all famous to a few people. In the grand scheme of things, it's no offence to either one of us that 99.9999% of the world doesn't know who either one of us are.

No.

No, I'm just being frank about it, right?

Yeah. You're cool.

 

Bringing value and excitement to the people you’re connected to

 

In the grand scheme of things what matters the most is the value, the energy, and the excitement that we bring to the people that we are connected with. That's when you start to, the wheel starts to turn, you pick up that momentum, and then one day you wake up, and you're Amy Porterfield, and you have this unbelievable impact on hundreds of thousands of people. It's because of that ambition, and that drive, and that determination that you've put in over the years.

I love that. I love that actually one of the things I think about, and I think it was possibly Amy who mentioned it on a podcast, where she talked about, she did a podcast about, how do you get going if no one knows you? She basically said, you love the people who do know you.

That's it.

You give them more value. You appreciate them. You don't sit there and think, “Oh, I wish I had 10,000 downloads a week for my podcast.” Don't get me wrong. Wouldn't that be lovely? Absolutely, but I appreciate every single person that has sat listening to this. I appreciate the fact of everybody who comments on an Instagram post, everybody that interacts with me, and I love them for it. I desperately want to help them back, and for me that is actually something that you don't just say, or do, you are literally living that.

 

50 States in 100 Days

 

Now we've jumped on a little bit, because I wanted to kind of give your story. Actually this does fit in perfectly at this point because you are the epitome of giving back and being completely selfless that you are just doing what you do to help other people. Because one of the things that you said we did in Nottingham, was we watched your first airing of your video that is about your 50 States in 100 Days. I would love you to tell my audience about this, because this is a phenomenal story. Please explain what I mean by 50 states in 100 days, and what it was you did.

Yeah. First of all, thank you for being there. It was very, very special to have you there in the audience. It meant the world to me.

It was very emotional, I have to say. Very emotional.

For those who haven't heard the story, in the summer of 2015, I quit my job in South Carolina, or as [Biz Paul 00:15:21] would call it, the bottom right of the states. I love that disambiguation. I took a road trip, solo, to all 50 US states in 100 days. It's about a 15,000 mile drive, plus the flights across to Alaska and Hawaii.

Now this ties into social media and social media marketing because I became the first person to use both live streaming technology and Snapchat in all 50 states, which has kind of become the hook. Much more importantly for me was the work that I had a chance to do with different youth related nonprofit organisations in each state. I would get to the state the day before, wake up, go to, say the YMCA, or the Boys and Girls Club, the local Big Brothers, Big Sisters chapter, and spend a few hours working with and using social media to share the stories of these organisations.

As I talked about at MarketEd Live, it's not so much about the trip anymore, it's about the community that's developed around this project, because I really did set out to try and make a memorable, digestible story that sticks with you. We talked about this as well, that it's nice, it's round, it's simple, it's easy to remember. 50 states, 100 days, and it's turned into a self-published book.

As you mentioned Teresa, in the recent months here in the states we were able to produce 50 States, 100 Days, the film, in partnership with a company called Scofield Digital Storytelling, based out of Indianapolis. It's 22 minutes long, and it basically tells the story of a number of the organisations. It tells the story of the ups and downs of the adventure, a little bit of the how to. My joke is always, Teresa, that I never want to spoil the ending, but he doesn't get the girl at the end.

Yeah. The right amount [crosstalk 00:17:28].

It's a feel good story. It's a fun story. It's a great new medium through which to share this adventure, but really it's a great way to bring people together. Like you said, we had about 15 people there at the Lace Market Hotel. It's just it's an experience that makes you laugh, and it makes you cry, and it makes you feel emotional. A wise man once said, if you can do those things in a day, then you've had a pretty good day.

I love that.

Showing that film, still the only time that we've shown it, and we're trying to think of a long term strategy to release it here in the states and such. It was an emotional day for me, and I'm glad it had a similarly resounding effect on you as well.

It did. I think there was a few things that I took from it and think about it now. Firstly that we, I guess the first thing is we're all trying to build our businesses, we're all trying to build our profiles, but you seem to have been the one person that I can think of off the top of my head, in our industry, where you have chose such an amazing cause. Actually I don't even think it was about you building a profile. I think it was something that you obviously wanted to do, and it was such a great cause, and in turn it's helped build who you are.

I feel like, and I could be wrong, but I think I'm right, that you're the type of guy that would have done this regardless, whether it built your cause or not.

Well yeah, I did. That's a big part of the film too, was the juncture where I felt like quitting and giving it up. The trip was not sponsored in any way. This isn't the 50 states, 100 days, sponsored by Nike, or anything like that.

If only.

It was just a labour of love. Yeah, well seriously. It was quite stressful. Teresa again, in listening to some of your podcasts in advance of our conversation this morning, one common theme that we always hear, not just from Pat and Amy, but from a lot of the “really successful” entrepreneurs around the world is these years of struggle, and these years of trying to figure out the exact direction that we're going in. I still very much feel like I'm in the midst of those thunderstorm type years. I'm not talking from an audience perspective, but from a business perspective, it's been a challenge for me over the years, and it continues to be a challenge. What you have to remember when you're in this entrepreneurial space is that when you believe in what you do, the-

When you believe in what you do, the prize so to speak might not show up. You're not going to wake up one day and be successful so to speak, it's a process that takes years. And I think coming to speak in the UK was part of the process. I think doing my first keynote last year in Las Vegas was part of the process. I think publishing the books was part of the process. And I know that this conversation is part of the process, right? And there'll be more podcasts, there'll be more livestream interviews. But we share this experience Theresa in that by committing long term to what we're doing, like I know that you have more podcasts scheduled, it's not about any one individual conversation, it's about the long term drive and the long term plan to try and level up so to speak.

Absolutely.

And what makes me feel so connected to you is the way that you always spin back to how you want to help your audience level up with what they're trying to do. That tells me that your heart is 1000% part in the right place. So, when you come up to me at the back of the room in the Contemporary and say, “Hey Chris, I'd love to have you on the podcast,” the answer is oh my gosh, yes. All I can do is try and help lift you up with whatever you're trying to do. If that means being on your podcast, absolutely. If there's something else that I can do for you, absolutely. Because, when you see in someone's heart that they're trying to help others, and they're trying to do the right thing in their lives, all you can really ever want to do is try and help them get where they want to go. And as one of your proud listeners, I think we're all in this together with you, Teresa.

Thank you Chris, honestly, that is so lovely. I'm a bit lost for words now actually.

Sorry.

It's fine. Honestly, because I think, like you said, that's kind of the key thing. The people who really want to help, and I really do, and you really do. And therefore, I pray and hope that with our consistency and being tenacious, because actually another thing that stood out about your 50 states, 100 days was that A, like you said, you weren't sponsored. You had no money that was coming to help you specifically for that per se. You struggled financially to do this, and at points you were almost ready to give up because of how hard it was. You were sleeping in the back of your car. This wasn't some kind of luxury trip around America.

Oh no, it was not.

This was a real tough trip that you did. And you did it to help raise the profile of all these charities that you went to help. And not only did you just try and raise their profile, it's easy for us to share a Tweet, or interview someone live, or whatever, but you actually went and worked in these places too. So you were meeting all these new people, and I don't know about you, but when I do something like an interview, or have to present myself in one way or another, or if I go live, I'm exhausted afterwards. And you, to do this almost 100 days straight, you must have been absolutely exhausted at the end.

It's a lot. Yes, I was quite tired on the last day, that's for certain. Well, Theresa, I think it all comes down to your big picture plan. And for me, getting older and hopefully becoming more mature has been a process of trying to think bigger. And I said when the trip was in progress and when it ended that I don't know that I would fully recognise the impact that it had for at least maybe 10 years. And I'm finding that to be true. It's been more than three years now, and what's really special is that it has legs. When you share this story with somebody, it motivates you, it energises you.

Now, from a business perspective, has it been a great business model? Not yet. I posted on Facebook the other day sarcastically that my book is like the 2,220,000 most popular book on Amazon. And it's true. So, again, this comes down to perspective. The book is more popular than the average book, because I think there's something like 5 million books on Amazon. But, again, Theresa, if someone's listening to this podcast and they feel inspired, they feel energised, they feel motivated, and then they go out and buy the book. Like you go to amazon.co.uk or whatever it is over on your side of the pond, and you get the book. Yes, I'll make a few pounds, and I still have some pounds in my wallet by the way, I forgot to switch them back.

Ready for the next trip.

Yes, I'm stoked [inaudible 00:25:01]. But for me it's not, and it's never been about the money. It's about the emotion and the energy. Even the book says it on the cover, that it's a heartfelt hug for humanity. And for me, knowing that there are people out there that carry my book with them in their purse, or in their backpack, or keep it in their car. I mean that's irreplaceable. How do you even clarify that? You know? You can't put words on that, that my book can lift people up in times of need. That to me means more than seven or eight dollars from somebody buying a book. That's changing someone's life.

I absolutely agree, and I think that the book is so beautiful, the story is so beautiful. And I totally agree with you that although, don't get me wrong, we'd all love number one bestseller and all that money that would come with that. But actually, it's the individual stories of people reading it and thinking wow, how does this impact me, and what's it done to my life, and what can I take from this that is so powerful?

Yeah. And when we think about the scope of our impact on the world, I think a lot about how I'll be remembered when I die. And I don't even want to take tomorrow for granted, especially as someone who travels a lot, with all the things have happened in the world, especially in the last couple of years. And quite frankly, driving a lot is not the safest hobby. If something happened to me tomorrow, or even today, I want to be remembered as someone who gave everything he had to try and help others, and to try and leave a positive mark on the world.

And Theresa, I talk sometimes about how five, six years ago, before I started all this adventure and non-profit work, that I used to wake up in cold sweats in the middle of the night just having nightmares about dying. And since I completed 50 States, 100 Days, it's never happened once. It's really … it's a matter of being happy with who you are, and what you're about as a person. And again, I know that sounds lovey dovey, and it sounds so existential for a listener who might be working a nine to five every day. But again, I wouldn't trade what I have right now for the world, or for a lot of money, because I have that happiness, and I have that internal satisfaction that I certainly did not have even when I had more money and more job security a few years ago.

And I'm sure it sounds crazy to hear, but when you meet someone like Theresa, and you get that hug, and you see in someone's eyes that you've had an impact on their life, you can't replace that. There's no words. There's no words.

And no amount of money, because like you said, the difference that you're making around what you've done. And not only to the people who are watching it, but we've not even talked about all the people that you've touched during those days. You were physically in all these places with all these different young people, and adults, and bringing people onto your leave streaming that perhaps had never done it before, or had a story to tell. And you got all that message out there.

So, to impact all of those people as well, that is just phenomenal, isn't it? It's such an amazing story. And I do urge anybody to go and get the book. And if you get the opportunity to watch the video, because I know you've said Chris that you don't want to stream it out there, as in put it on YouTube or something, you want them to be viewing. So, if you do get the chance, then do watch it, because it's so good.

It's a special thing to me. If you want to see me [inaudible 00:28:52], there's about 50,000 YouTube videos, and I'm on Instagram Stories every day, and stuff like that. But I think this really ties back to the experience that we were talking about before of being there in person. And there's nothing that can replace being there in person. For me, 50 States, 100 Days, it sure would've been a lot easier to set up a little video studio in my apartment and do a be live interview or something with different non-profit's around the country. And I'm not saying that that wouldn't be impactful. But the true impact is walking in the door, it's giving somebody a hug. It's playing basketball with the kids, or chopping onions in Colorado, and pouring mulch around the house in Alaska.

There's so many stories like that, and, again, it's a testament, not just to the book and to the film, but to the idea of having these experiences in person. That Theresa could watch each other on our Instagram Stories for years, but nothing will ever replace the time that we had a couple of weeks ago in Nottingham. And for better or for worse, we'll always be remembered by the way we put ourselves out there in real life.

And Theresa, you're so lovely, so warm, so kind, so generous on social media. But I can assure all of your listeners who haven't been lucky enough yet to find you in person, that she is the real deal in person as well. And that ultimately is what matters most.

 

Live streaming, its’ not so scary!

 

Chris, you're too kind. Do you hear that too? too kind. Chris, what I want to do quickly is let me just talk about the livestream element, and the fact that you chose to do it livestream. Because when I talk to my audience, and you must have the same, livestream puts the fear of God into people. Like you can tell them to go and jump off a bungee jump rope or something, and they would probably feel more at easy than doing a livestream. What was it about the livestream that you thought it was important? And then do you have any top tips or thoughts on how you can make people want to perhaps do more livestreaming, or why they should do some livestreaming?

Well, sure. I mean there's two major aspects … there's a lot of major aspects to it. But there's two ways that I'll answer this question. One, from a content marketing perspective, doing 50 States, 100 Days, being on the go so much, livestreaming was kind of the only solution. I didn't have time to set up all the different shots and especially when you're driving yourself around, you don't have the time to edit stuff together, to download it all to this laptop, to put it into final cut pro and upload it to these different channels. No, this was like okay, we're here, we're going to go play tag, or cook some soup, or whatever. And then we're onto the next thing.

So, what I love about livestreaming is that it makes you really just kind of be yourself. And if you're listening at home, it took Chris Strub about 32 minutes to drop a Fanzoism. Every podcast that I do, I drop at least one Brian Fanzo catchphrase. And it took me a little while. But the idea of being yourself I think is so important, and livestreaming gives you the best opportunity to be yourself. To be interactive, to be engaging, to be conversational. But also to be conversational with the audience would be the other big part of it, that livestreaming isn't just about you, the broadcaster, it's about the interactions and the conversations that you have with the people who are out there, right?

So, you and I were having a conversation on Zoom, it's one to one, and then we'll put it out so everyone else can listen to it. Great. There are a number of other ways that we could have this conversation, like if we were on Instagram Live, then we would be having a conversation between the two of us. But, people could participate and comment, and really help shape the conversation as we go. And that was the other big key about livestreaming, is that the work that you do as a non-profit is not about what you do, it's about what your community needs. It's about what the people that you're serving need, right?

So, when you're livestreaming, for better or for worse, you're able to have a conversation with people out there that want to engage with you. Now, where does that get tricky from a non-profit perspective? That I didn't give it all of this thought before hand? We talk about the 99/1 rule. And I talk about this on stage too. That when you put content out there, 90% of people won't comment on it, they won't like it, they won't share it. But they will be impacted by what you're saying.

And so one thing that I emphasise a lot now these days is that if you're a non-profit, when you put your content out there, that 99/1 rule is skewed even more in that 90, because the people that need to hear from you are much less likely to say something, because they're in need. Why would I comment on a video that says I'm addicted and I need help? Or, oh, I need information about the food bank, or I need tax help? Whatever it is, it's so, so important for organisations to remember to put themselves out there, because even if they're not getting that traditional social media engagement, those messages are still being listened to. They're still being watched by the people that really need them in their communities. And that's where that belief and that determination still needs to come into play, that you put yourself out there, and the people that need to hear your message now have the opportunity to hear it when they need it.

That's so good. And that is also such a good point, that I think everyone in social media world, anybody who runs any social media account, they get so wrapped up in how many people are following the page, how comments they get, how many likes they get. How many all these things, things that will validate to them that they're doing the right thing. And don't get me wrong, I'm not saying those things aren't important in some way, but you've just made such a good point there, Chris, the point that actually those people who need those services, like you said, are very unlikely to engage, share, comment, like. They're just going to watch it and go okay, I might do something with that. And they might get into touch in their own way, or they might read something, or look something. Or it might inspire them to do something.

So, actually sometimes we need to kind of get over our own ego's, and sometimes it is that, isn't it? It's the fact that we want to be seen, and heard. And we want our message to go far and wide, and people to engage with us. But actually, sometimes you don't need that, you just need to say it, because someone probably is listening that needs that help.

Yeah. And Theresa, boy I feel bad, I'm going to drop another Fanzoism, right, the idea of thinking like a fan, think like a viewer. Think about what they're trying to get out of the content that you're putting out there. And it's not just from the non-profit perspective, it's from a traditional business perspective, and/or it's from a personal brand perspective. I know that if I go dark, if I don't post something on my Instagram story for a few days, there are people that are legitimately worried and concerned about me, right? They're like where's Chris? Are you okay? Did something happen?

I know that by putting myself out there, even just by smiling. Or if I take a picture at Planet Fitness, or a boomerang of the Honda Hotel, or something like that. That it's not about me trying to sell books, or sell courses, or build the brand, or anything like that. It's, at the end of the day, social media is really about, I think, letting other people know that you're okay, and vice versa.

We get so caught up in these constant cycles of feeling like we need to create, create, create all the time. But really, to me, social media is about connecting with people when you need it. If I need it, and I would say this to you, and vice versa, if you needed something, you could Tweet to me, you could send me an Instagram Message, you could send me a Facebook Message. And I'll be there for you. That's what social media is really about. We see that Messenger, and Instagram DM's far outpace the idea of how many people are watching our Stories. It's like two or three to one. And it's growing even more. This is why Messenger Bots are becoming such a thing.

 

One to one conversations on social media

 

It's not about the one to many conversations any more, it's about those personal intimate one to one conversations that are about exactly what your customers are about. And maybe you can use your one to many content strategy to get people into that one on one conversation that's going to allow you to close the sale, so to speak.

Yeah, and it's so funny, because I mentioned to you that I'd not long done my TED-X talk. And part of my talk was well one I was talking about my passion for social media and why I think it's changed the face of marketing. And I wanted to really get across the fact that I do love social media, and actually sometimes it gets a lot of negative press. It gets a lot of stuff around it that says it's not good for mental health, and young people, and this sort of thing. And I get it. However, I do also think there is some positive elements of it. And one of the things I did in my talk, and I think you're going to love this, Chris, is I wanted to get across the fact of how cool it is that we can reach out to people across the world and build relationships with people.

 

Followings are not a binary thing

 

And there's a guy that I started talking to on Instagram who lives in the Cook Islands. And now, when I started talking to him, I had no idea where the Cook Islands was. It literally is in the middle of the ocean on the other side of the Earth. It's this tiny little island in the middle of nowhere. And we started talking, because he saw that I posted something about Pat, or I shared something, or whatever. And it turned out that we both work on social media, and we like social media. And we started talking.

Anyway, as part of my TED-X talk, which hopefully you'll see when I get to share it, is I got him to record a video for me on his phone, which I then played during my talk. And he was recording the video on a beach in the Cook Islands, saying, “Hello Ted-X Telford,” where my talk was. “Have a great time,” and whatever, whatever. His name was Tony, he's from the Cook Islands. And come and visit us some time.

And I just thought that that … and the audience loved it by the way, they were literally clapping and hailing, they were so pleased. I just thought that was the best thing in the world. I just think the fact that I met some guy from the Cook Island, that is just …

… that I've met some guy from the Cook Islands. That is just … do you not think this world is amazing? It blows my mind on a regular basis.

It's incredible, and that's a super cool story. I don't know that I know anyone in the Cook Islands, so I'll have to have you introduce me, that would be super cool. Not only is that story fantastic, but I think it's the idea too that we think about the phone book, or we think about the community maybe that we grew up in, where we become friends with our nextdoor neighbours, maybe we go to the party around the block, then we go to college and it's like, “Okay, these are the people that I wish I had grown up around. We all share this common bond.”

But again, it's really people that are from your … for me, New York State, or from the Northeast for the most part. Social media has allowed us to breach the absolute next level, that if you want to tap into communities, if you want to have conversations with people in pretty much any country, the opportunity is there. I've been a guest on Twitter chats, I've done podcasts with people from so many different … I met a girl from New Zealand about a month ago, and all I did, Teresa, was I was proactive about trying to … as we were talking about before, build my brand, get the word out there about the book, about the courses and stuff.

So I did a search on Twitter, and I basically searched for, “looking for podcast guests,” and I found this young woman in New Zealand, and I sent her a tweet. She tweeted me right back. We're on opposite sides of the earth, and that led us to have an hour long conversation kind of like this, that I was one of her very first podcast guests. I'm like, “This is unbelievable.”

When you step back and you take off your social media hat and your marketing hat for a moment and put on your regular Joe hat, like, “Hey Dad, what did you do today?” “Oh, I had an hour long recorded conversation with a marketer from New Zealand, and now anyone in the world can listen to that at the touch of a button for free.” What?

I know, I know. It's crazy, crazy good, isn't it? I feel a bit of a geek that I probably geek out on this stuff, but honestly, you just need to look not even 10 years back. The way the world is now, I just think we are in a very good time to be alive, I think, and have a business, and run our businesses. The opportunities that afford us in business as well as personal lives are huge.

I agree 100%. It's really, really sad sometimes that a lot of people think the opposite, right? They think that this is one of the worst times to live in. Like, “Oh, this is the end of days. Everything here is so awful and politically charged, and there's so much hatred in the world.” We live in one of the happiest … for the most part, one of the happiest most supportive communities in the world. This social media marketing community.

Now, that's not to say that there aren't some disagreements, and some battles, and some interpersonal issues and stuff, but for the most part as we've talked about, especially at these different events that you and I will be attending, I know I'll be back at Social Media … Are you coming to Social Media Marketing World?

Yeah, yeah. [inaudible 00:43:39].

Oh yeah. Yeah, yeah, yeah. So Social Media Marketing World is just filled with again, representatives from around the world. People fly from around the world to come together, to take pictures together, to have hugs, and share drinks, and learn, and grow, and think about ways to collaborate. I mean, it's a beautiful thing.

The more exposure that we can get to this beautiful side of social media the better, because again, we all still just kind of live in our own little bubble. We are all famous to a few people, but the more exposure we can get even to some of our quote unquote, “mainstream ambassadors.”

This is why I love rooting for Gary Vaynerchuk. Put Gary Vaynerchuk on every television show out there, because Gary stands for us. We love Gary, he loves us. He may be at the scale now where he physically cannot respond to everybody that's having conversations with him, but at the very least, he spends many hours a day trying.

I think that's the level that entrepreneurs like us can aspire to, is, “Man, Teresa's getting so many downloads, and so many tweets, and so many Instagram messages about her podcast that she can hardly keep up with it.” You have to hire a team to manage your messages and everything. That's a great, great level to aspire to, you know?

Yeah, yeah. It is, and actually, the number of people who have been impacted by what Gary Vee has done, and I know I've read his books and I follow his stuff, and I watch some of his stuff, but just the sheer kind of impact he has by trying to help people. Actually, he is kind of the king of trying to help people, isn't he? Because that is his whole premise. He just wants to give that advice, give that support, and try and build people up to be brilliant, so he is a great person for us to look up to.

It's about surprise and delight, at the end of the day. He does some really, really magnificent things. My friend Bo is in a … he's in a wheelchair, and he's just this wonderful, wonderful guy. Bo is a big, big Gary Vaynerchuk fan. He replies to all his tweets, and his Instagram [inaudible 00:46:02]. I'm sure he's in the 60 Second Club and everything.

About a month ago, Bo tweeted to Gary like, “Hey man, it's my wife's dream is to come to New York City and to meet you.” Wouldn't you know, Gary Vaynerchuk himself tweeted back to him, “Hey Bo, let's make this happen. I'll have my team fly you up here. Let us know when you're available.”

He got Bo on a plane to New York City, set him up in a hotel, brought him into VaynerMedia, met with Bo for like 30 minutes, and just totally breathed everything into this guy in person. I don't know how many Twitter followers Bo has, maybe 100. He's not a big speaker, or author, and-

Gary [crosstalk 00:46:54], other than being nice.

No, no. Yeah, he said, “You know what? This guy says that his dream is to meet me. I'm going to make his dream come true,” and Gary has the resources to do that as a multi-million dollar CEO. That tells me everything that you ever need to know about this guy.

There are hundreds of stories like that about Gary, and just the way that he has gone above and beyond to surprise people, telling people to tweet him their phone number and he'll call them. I used to do a lot of the Snapchat takeovers, and Instagram takeovers, and Gary jumped on that train where he was just jumping on people's accounts just to give them value without expecting anything in return.

Amazing.

Just massive, massive stuff from a guy that is at the absolute top of his industry, and has so many different things that he could be doing with his time, but it was just so, so cool to see the way that Bo's just life lit up flying up to New York City for that day. I mean, talk about an incredible experience, you know?

Like you said, often sometimes when you reach out to bigger people and you know they're kind of thinking, “Okay, well, how many follows have you got?” or, “How many downloads have you got?” or whatever it might be, but for someone the size of Gary to go to that effort, to do that thing with no agenda, no kind of real … it's not like he was meeting up with Tony Robbins, you know what I mean?

Right, right, yeah.

This is just a standard person who can't … I don't know, I obviously don't know from Bo, but can't do anything per se for Gary. It's not like he can bring his audience to Gary's audience. He did it purely because he wanted to be nice, and that is just crazy, isn't it?

You know, it's crazy in the best possible way. I was so, so happy for Bo, because he's a good friend, and just the nicest guy you'll ever meet. This ties back to a big point that I talk a lot about on social media, that a following is not a binary thing. Twitter, and Instagram, it gives us this feeling that either you follow me or you don't follow me, and that's not how life works. I follow BizPaul on Twitter and he follows me, but BizPaul also probably follows 2,000 other people, but he's not bringing in 2,000 other people to keynote at his conference, right?

It's about the depth, and the complexity, and the nature of the relationship that you build with people. It's not a zero or one scenario, to me it's a zero to 100 scenario. For me, it's not about how many people can I get to follow me, so to speak, it's how many people can you get to think that you are the reason that you use social media? “You are the reason that I love the internet. You are the reason that I listen to podcasts.” How can I take you from zero or one to 100? How can I make it feel like I am the most valuable asset in your social media arsenal?

And when it comes down to it, when other people are asking you, “Okay, well who do you like to watch on Instagram Stories?” Or, “Who do you follow on Twitter?” It warms my heart, and it's really, really special to see people mention me in different posts or put on a list. I've been mentioned in like Inc. and Forbes and stuff like that, and it's like, “That's a product of the hard work that you put in when no one else was watching.”

Absolutely, yeah.

When you think about that, don't think about how many followers you can gather, think about how many people you can bring to that 100 level. How many people will get up and fly across the pond to come see you in Los Angeles next week? That was really, really cool to see so many of the … we call them the, “social media besties,” flying in from around Europe a couple weeks ago to come to MarketEd.Live. It's just super, super cool to see that sort of love, and appreciation, and dedication.

And I love that, because you're right. Although I follow lots of different people on lots of different platforms, there are certain people that one, keep getting thrown up into my feed, because obviously I watch them so much and the algorithm goes, “You like these. We're going to show you more about this.” But you purposefully go and want to see their update, or you want to see the thing they're doing, and you make sure you go out of your way to do that.

I think that's really cool. To think that you might be that for someone else is really awesome. Chris, do you know what I could sit and talk to you all day, because it's so lovely to talk to you. MarketEd.Live was a few weeks ago now, wasn't it? It feels like it was so much longer than that ago, but it's been so nice to talk to you. Chris, what can we do for you? What is coming? What do you want to promote? What do you need help with? All I ever see is you help so many other people, and what can we do to help you?

Boy, it's a great question. I recently released a set of courses of my own. We were talking a little bit before we went on the air about how I maybe need to raise the price to about $3,500 to make it more appealing, but I created a course at learnigstories.com. I love how you were talking about this with Amy about creating something timeless. This course, again, Instagram Stories seems to change every day. The course is really timeless, because I focus on how you can build relationships through this platform, and ultimately if you're a fan of Teresa, you know that that's the most important thing.

The other thing that I would mention, Teresa, is the book, 50 States, 100 Days: The Book. I'm very, very proud of the stories within. There's a burgeoning community of people who have created video reviews of the book. If someone is listening and they feel inspired by the adventure, if you wanted to take just a couple minutes and film a video review of the book, I would love to add it to my YouTube library and my Facebook page, and you can join this community of people from around the world who have come together through this project. That's two really great ways to support me if you're interested, and all of this information is at teamstrub.com.

Brilliant, and we will obviously link up to everything in the show notes anyway, so if you are looking for that, then you'll find all the links there as well. Chris, it's been a delight to have you on, and I am so glad that I can help share your amazing story, which I do think is far and beyond so many that we hear, because it's about other people, and not just about a struggling business story.

It's so much more than that, and I do think you are destined to have amazing things, because like you said, even when times are a bit tough, we are building our story, and you are building an amazing story. So thank you so much, Chris. I've loved having you on the podcast.

Likewise. This has been fantastic. I am so, so grateful to you and to everyone who's listened all the way through. It really, really does mean the world to both of us, so thank you, Teresa, for creating this forum for us, and until next time.

So there you have it. I hope you enjoyed that interview, and found the story about what Chris did as fascinating as I did. He gave some great tips away, and some really interesting things that I just want to touch upon. Firstly, I loved the fact that the reason he used livestream is because he couldn't and didn't have the time to do all the editing to create an amazing, polished, finished video.

Actually, I think if you're in business, this is something you need to think about, because although we would always love to have these amazing videos, and beautifully produced, and have a film crew come in and do it, actually, sometimes the most important thing is that you just have a video. A livestream video is a great way of at least getting out there if you haven't got that finished, polished video, so I really, really enjoyed that. Also, I loved hearing the story about Gary Vee and what he did for his friend. That was so cool too.

I do genuinely really want to help Chris, because I feel like he really has given up so much of his time for other people, and I want to see if I can help him and help promote his things. As I said, in the show notes, www.teresaheathwareing.com/34 is the links to all his things. So a link to his book, and actually, I hadn't read his book. I'd watched the film and obviously saw the story, but I have just ordered my copy of the book. I've also linked up his courses.

The other thing I've linked up to, which is only just come out today, strangely enough, as I'm recording this, Chris' latest blog post is all about 56 women that he thinks are amazing on stage. I am very honoured that he has included me as one of those 56, so that is super. So I'm going to link up that blog post as well. Please do go and check him out, because he really is such a cool, nice guy.

So next week is back to a solo episode, and then the week after that, I've got Brian Fanzo on the podcast, so that is a really cool one. I interviewed Brian the other day, because I'm trying to get ahead. I say this all the time, and I never quite manage it. I am trying to get ahead, because at the end of this week, I am back off to California. I have a conference to go to which is put on my James Wedmore, because I'm part of his Business By Design, so I am super excited about spending a few days in LA, and then spending a few more days in Laguna Beach.

Then the day I fly back, we're flying back a little bit earlier than planned, is because I've been nominated for a national award. In fact, two national awards. I've been nominated for Social Media Marketer of the Year, and I've also been shortlisted for another award at the same event, where it's a business-to-business social media campaign. So I am really excited, keeping everything crossed that hopefully I will come away from that event with one of those awards. That would be awesome. Have an awesome week, and I can't wait to see you again next week. Until then, take care.

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