Which of these 5 Photo Networks Is Right for You?

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Most pro and enthusiast photographers want people to see their photos, and that means promoting your work online. A wide range of options are available to photographers from branded networks like Fstoppers and National Geographic all the way to mega-networks Facebook and Twitter. There are also five social networks that have distinguished themselves with content focusing primarily on photography; 500 Pixels, Flickr, Google Plus, Instagram, and YouPic.

Unfortunately, one person cannot be in all these places. It’s probably best to do well on one or two of these networks unless you have the time to invest in a serious social media marketing campaign. That’s why you will need to select the right place for you and your content.

Here is a brief review of all five networks in alphabetical order.

500 Pixels

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If you followed our Kickstarter campaign for the Trioplan 50, then you know we like 500 Pixels quite a bit. This social network is filled with serious photographers, people who are committed to their craft and want to excel. Most of the photographers’ expertise levels range from professional to serious amateur.

500 Pixels has some really strong features for photographers who are just getting established. You can host your portfolio on 500 Pixels, and you can also license your photos via their site.

If you are on 500 Pixels, please follow me there.

Flickr

Flickr

The original photo sharing social network, Flickr has suffered quite a bit of criticism of late thanks to parent company Yahoo!’s missteps and woes. As a result, traffic on the social network has suffered as of late.

Still the social network has its strengths, including incredible search traffic for photographers who are seeking to be discovered via free Creative Commons licensing. The community tends to range from serious enthusiast to consumer. It also serves as a photo storage network. If you want to see the best of Flickr, check out its daily Explore feature. Also, a new owner (Verizon) may create a momentum change. We shall see.

You can follow me here on Flickr.

Google+

Google+

If you are concerned about Flickr losing traffic, then be very concerned about Google+. The network has waned in the past two years as Google reduced its commitment to the network.

With most casual users gone, this is a network that primarily serves photographers now, and there are many vibrant photography communities there still. Like Flickr, Google+ offers photo storage via its Google Photos service and that is its saving grace, in my opinion.

I am currently inactive on Google+.

Instagram

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Instagram is the largest photo social network, and competes with Facebook and Twitter. Instagram is definitely a consumer network, but there are many photographers on the network who share their images with friends, family, fellow photographers, and yes, potential clients.

This is a great social network for branding your photography business or just sharing pictures with friends. It will give you the most access to wide varieties of audiences, but offers the least control over your images as anyone can re-share your photos.

If you are on Instagram, please follow me there.

YouPic

YouPic

The newest of the photo-based social networks, YouPic offers a more gamified version of social networking. There are contests, user feedback, and levels of photography excellence. Because YouPic is newer than the others, it is easier to make a big name for yourself on the network.

It’s definitely a network of reciprocity. The more you give, the more others will remark on your photos. Of course, the design is meant to keep you engaged and posting, too. Unlike 500 Pixels and Flickr, you don’t have to pay to get access to analytics, which is nice.

I am on YouPic, but am an infrequent contributor.

What do you think of these five photography networks?

A version of this blog was originally published on the Meyer Optik Goerlitz blog, and was authored by Geoff Livingston.

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The Real Pokémon Go Business Lessons

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Pokémon Go is the hottest thing to hit the Internet since SnapChat. Of course, now there are all sorts of marketing posts popping up espousing marketing lessons Pokémon Go. This wave of expert posts was foreseen. Much like the Oreo real-time marketing chatter that ensued after the 2013 Super Bowl power outage, the post-mortem focus is myopic.

The real lessons to be learned are not in the viral success of the app. Instead, look at some of the mistakes made by Pokémon Go developer Niantic as well as the smarter businesses who have turned Pokémon Go into a marketing opportunity.

Word of Mouth Begins with Listening

Like all businesses, Niantic created something that people love. When new technologies become well used, problems emerge that require a level of responsiveness, a sense of commitment that Niantic still has yet to demonstrate. Now players are complaining about the Pokemon tracker and Niantic’s shutting down of third party apps. Customers are revolting.

Will Niantic turn the ship and does it matter?

Pokémon Go may be too big to fail, but how many brands can really afford to anger their customer communities like this? For every Niantic, there are hundreds of thousands of start-ups that will never experience this kind of success. Each of their customers and word of mouth opportunities becomes that much more valuable.

Listening is paramount for word of mouth marketing success. Customers become more loyal when brands respond, even when they are unable to fulfill requests. If there was any lesson learned from the social media era, it was listen to your community. You never know when or where customers will say something about your brand.

Don’t Mimic It, Leverage It

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Image via Polygon.

When I see a successful community launch, I am not interested in copying its marketing tactics, though it is always helpful to see what worked. Instead, I wonder how I can leverage that community to help my clients.

The third party tracker makes a ton of sense, but like other social communities such as Twitter and Facebook that began with open APIs, Niantic has already shown a penchant to crush successful secondary apps. Develop apps at your own risk! I would avoid plugging directly into the network.

Leveraging a successful platform involves a smart marketing play that works off the platform without interfering with it. Consider how some businesses are working with Niantic to offer sponsored Pokémon Go spots. If I was responsible for marketing a public venue, retail store, or restaurant that 1) had significant physical space and 2) wanted to attract younger users, I would explore this. Further, I would consider making the space friendly for all augmented reality apps.

This reminds me of when Foursquare first broke onto the scene. Smart businesses and nonprofits leveraged the platform and created badges, mayoral contests and more to attract social media friendly customers. The Brooklyn Museum was the most prolific example of past success that I can remember.

Becoming a Pokémon Go spot is just one way to leverage the Niantic community. I am sure there are many others, too.

What do you think of the new network?

The 80-20 Rule for Giving Events

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This band performed at a Crescent City Farmers Market fundraiser.

Only 20 percent of the actual actions in a fundraiser should actually occur during a giving day or event. Just 20 percent. The other 80 percent should be spent getting ready for the event (50 or 60 percent) and then post-event follow-up (20-30 percent).

Follow-up is more than a thank you. It consists of making sure you fulfill your promises, and cultivate the relationships that you just invested so much energy in consummating or renewing.

Yet most people are super worried about the day of. And rightly so, it is the most public aspect of your giving event.

Over-focusing on the day of can create a failure. The day becomes a panicked scurry to try and turn the tide. If your organization manages to be successful in spite of its lack of preparation, but you fail to follow up with savvy community oriented communications, then expect a one and done success. More than 95 percent of those donors will disappear into the night.

A giving day or an event should not be a heart attack moment. If your event is well planned and the footwork is done well, then you will find yourself in the middle of a success. The fundraiser should be more relaxed, something you enjoy, and execute with confidence. In an ideal situation, day of brainstorming focuses on how to extend positive momentum, and maximize efforts to make sure that money isn’t left on the table.

The Majority of the Work Happens Before the Fundraiser

Pre-Event

I like to tell people a fundraiser is made or lost before it begins. It is the preparation that causes a fundraiser succeeds. A strategic approach:

  • Breaks away from vanilla fundraising best practices
  • Identifies a clear goal
  • Hardwires mission into the fundraiser to build awareness
  • Fundraising walls (dead spaces in your giving day)
  • Anticipates the need for community, and builds its efforts three to six months in advance
  • Recruits the necessary third party players well in advance
  • Gamifies the event to make it as fun as possible for all parties
  • Develops a crisis communications plan because, yes, things happen

There are endless days of lists, check sheets, email opt-ins, preparations, materials development, behind the scenes interactions, partner preparations, and private meetings with core stakeholders. In the context of a pie chart, the actual giving event’s actions minute in comparison to amount of pre-event communications.

The best made plans and all of the footwork cannot guarantee a success. But they come damn close, particularly if a nonprofit or company knows its issue or market, respectively, and understands what motivates its community.

Yes, crises happen, too. And it’s always good to be prepared for three types of crises:

  • Internal team error or act
  • Extended party (vendor such as giving platform, internet host, etc.) failure or event
  • Larger world issues
    • One major event I had the privilege of working on in DC experienced a serious crises. We were all ready for a massive fundraiser at the Kennedy Center. Things were pointing the right way, but it was tight. Then Ronald Reagan passed away, and the deceased president’s state viewing at the U.S. Capital was scheduled to begin two hours before our event. Unbelievable. We were sunk. Lemonade was made, but there was little we could do.

      Such crises events are relatively unusual. In all, I have seen three of them on giving days and fundraisers, and have read about a half dozen more. So walk forward with confidence, but have your ducks in a row.

      Finish Strong

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      Perhaps the most overlooked aspect of any giving event is the post-fundraiser cultivation. This is the difference between a transactional moment when you lose the customer or donor immediately following the event, or retain a healthy portion of participants as valued members of your community.

      It’s so easy to be short-sighted here.

      I know many start-ups don’t have the infrastructure to execute a smart automation strategy. Nonprofits are often stuck with that inflexible database nonprofit software company who shall remain unnamed.

      Are you really going to send impersonal communications to them? Blanket solicitations and generalized thank yous with vague report backs on progress? Most Kickstarters and other fundraising events have to do that much, but most nonprofits don’t even report results. How crazy is that?

      If you are talking about a fundraiser that’s in excess of $500,000, can you really afford not to invest in a basic package? I feel like the faster you can start communicating to your investors (yes, that’s right, investors) in a customized matter that acknowledges their interactions on your fundraiser, the better your efforts will become.

      Think about it. A basic marketing automation account with SilverPop costs roughly $1500 a month. HubSpot may be less, Marketo may be more, and there are solutions, too, like Pardot and Eloqua.

      If you want to make your event more than a financial transaction (and perhaps a bad taste in the mouth) for your customers and donors, then you’ll need a post-fundraiser plan. Have it ready to activate the day after your fundraiser ends.

      What do you think about the right balance of efforts for a fundraiser?

    Fundraising: To Email or Not to Email

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    To email or not to email, that is the question of the modern fundraiser.

    I understand the email quandary. We want to reach our customers and very important friends, and make sure they know about our fundraiser (or any other initiative). At the same time, we don’t want to alienate our contacts with spammy solicitations.

    Several years ago, I worked with a nonprofit on their hopeful $30-$50,000 fundraiser. In the beginning, we were all in agreement on the importance of building a strong email list and accessing partner networks to get the word out. Focusing on an exciting initiative, the effort would seek to activate and engage in a first time giving event for this sector of the nonprofit. At that time, this would have been unique.

    But then the corporate messaging initiatives began to take precedence. Protocol mattered more than engagement. Using the list and partners’ lists for the fundraiser came into question. Concerns arose about antagonizing people with the fundraiser. The nonprofit already emailed the list frequently with its various news items and corporate partner initiatives.

    Social media, a single relatively benign email, and content would need to carry the effort. Needless to say, things didn’t fare as well as we had originally hoped. The fundraiser sputtered and bumbled its way across the $10,000 mark. The Fundraising Wall began at the outset.

    Social and Blog Content Usually Can’t Carry the Weight Alone

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    One truth about online fundraisers: It is very, very hard to succeed with social media and blog content alone. I would say it is almost impossible UNLESS you have a super engaged community. Frankly, you need multiple tactics, an integrated strategy (the subject of my last business book Marketing in the Round), but of all the tactics email is almost a must have for a successful fundraiser. .

    An email list really is an extension of a super engaged community, too. I would argue that an exhausted email list that sees mass opt-outs during a fundraiser reflects a larger problem. Perhaps the organization uses its email list as a mechanism to simply ask and get rather than to provide value.

    There is a reverse to that equation. If people are subscribed to your organization’s list and all they receive is valuable information, but are unwilling to receive an email from you about an important initiative, then perhaps they are not really a part of your community. They just like free information.

    This may have to do with the list that they are opting into. Was it clear that they will receive occasional offers (e.g. solicitations) from you? It may be worth segmenting people that complain about solicitations into a different list.

    Also, let’s be honest with ourselves, do people just find our solicitations to be spammy and boring? If your email is a blatant request to give you money for something they may not want, then maybe your quandary is well justified. You may get a few backers or donations. You will also piss off a lot of people, too, particularly if you continuously make obvious uninteresting overtures with your email community.

    Figure It Out or Hit the Wall

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    There are two critical aspects to the email problem: Content and community. There are many resources that can help you create a stronger content initiative with the actual email. Is the email copy entertaining and useful to the list member. Or do they just feel like you are talking about yourself and asking for something?

    Then there are the community members, the people who have subscribed to your list. Frankly, if you are concerned about a dead or dying list, then maybe it’s time to get honest about the state of your email program. Email represents a relationship tool. People who have had enough of your organization’s email, probably don’t belong on the list anymore. Would you email a friend who kept complaining about your jokes?

    While invigorating your list with better content, consider a new opt-in prompt for people who have not opened one of your emails in six months. This inactive list campaign may take more than one communication, but if you are not getting a response, my recommendation is to cull them. In my mind, they have indicated through inaction that the email communications aren’t working for them. Let them go.

    Focus on stronger content, more value, higher open rates, and better interaction with your email community. Figure it out before your online fundraiser, or you will hit the Fundraising Wall.

    There are many other components to a successful online fundraiser, including online advertising, influencer activation (your influencers, not those big wig celebrities!), PR, live events and more. But without email as a basic fundamental outreach, you may be dooming yourself to a lesser fundraising effort.