Authentic Marketing & Being An Influencer
Kane D. Ricca | Authentic Marketing & Being An Influencer
As a professional tap dancer and digital marketing expert, Kane has made it his mission to dispel conventional methods of building brands. Learning entrepreneurship from his Grandad’s fruit & veg business in London, to problem-solving skills in dance school – Kane show’s us we can be whoever we want to be, especially if our voice is authentic.
In this talk, Kane shares expertise from his client’s experiences, growing a social media following and challenges us to influence a cause we actually care about, rather than striving to ‘be an influencer’.
“There is a moral dilemma between creating content that is commercially smart and content that is good for the world”
Key Highlights
0:45 Growing up with his Grandad running a fruit and veg business, hearing stories of him wanting to try and reach more customers
1:00 Kane running digital marketing agency – and similarly wanted to reach more customers
3:00 Improvising is problem solving, using what you know at that at moment.
4:30 I learnt business from grandfather and problem solving from tap dance
5:00 Being kicked out of theatre school was the start of his anti-establishment mood
8:00 Social Media – if you’re worried about follows and algorithms then you’re doing social media wrong.
9:00 Numbers does not equal worth, it’s about engagement.
9:45 Average engagement of someone who has 10K followers is 1%, think about that.
10:45 Assessing whether you are creating content curating curating content? -
11:30 Curating content changes people’s perception of you.
13:00 Knowing your audience leads to clearer engagement.
14:50 You don’t have to be everywhere as you’ll be spread too thin.
16:00 Qatar Airways experience – “sometimes we don’t believe in ourselves. Then we realise our clients haven’t got a clue”.
“Improvising is problem solving, using what you know at that moment.”
18:00 If you want to learn social media, go and download social media and learn
19:00 Find where your audience are.
20:30 It can feel a moral dilemma over marketing and produce content that may not be good for the world.
22:30 You can’t be an influencer without wanting to make influential content.
25:00 Social media is a tool to share content that helps people from anywhere. It needs to be inspiring and/or valuable.
27:00 The ‘follow me, follow back’, buying followers strategies
28:30 GaryVee’s “Document vs Create” method. Documenting your work is a great way to market yourself.
31:00 If you have an authentic conversation or journey then document it. -
36:00 Is social media bad in itself (creating mental health problems) or has it just exacerbated the negative aspects of humans? If it’s the latter then we, you, have control. You can be a part of that change.
“Sometimes we don’t believe in ourselves. Then we realise our clients haven’t got a clue.”
💡 Key Lessons
Social Media should be a tool to connect with and help our customer or clients, not get attention
As creators, we have an opportunity to influence the world through social media, we can use it as a force for good,
The best way to connect with our audience is to know who they are and share content authentically.
💭 Coaching Questions
Who are the customers or clients you truly want to connect with?
What the authentic and relatable stories you can share?
What topics are causes do you want to influence?