Wayne Lapasa

Sharing my Digital Marketing thoughts one post at a time.

Why I recommend you should do a Facebook Cleanse

Today’s post focuses on social media’s largest platform online…you guessed it, yup Facebook. I joined the social network just before 2007 began and over the years I’ve learned how to use it to promote various things, highlight events and much more. In the past few years, I have used FB less as other social hubs like Instagram, Snapchat, Twitter and YouTube occupy my time. I have also come to terms that over the years, a lot has changed for me personally and professionally.

The same can be said for my friends list on there. You will have your loyal regular set of friends that you engage with…and then there are the friends who you rarely or barely keep in touch with, yet they still appear on your news feed. This past June just before I published my Graduation blog post, I did a Facebook cleanse and I strongly advise you do the same.

Reasons behind the cleanse

Let’s face it, people see and creep your activities online, yet they will never make an effort to pick up the phone or catch up with you in person.  And then there are some who just don’t even use Facebook anymore and have moved on to other social networks that they use regularly or even better…have left social media completely. Aside from getting rid of a Facebook friend if you dated them and it didn’t work out, I’d like to highlight some of the main reasons why I did my cleanse.

You added them through a mutual acquaintance

I don’t know about you, but when I signed up to Facebook and heard that there was a 5,000 friends add limit, the 10 years younger Wayne Lapasa went out of his way to achieve that number somehow. It became a game and an obsession. Not fully understanding or utilizing Facebook properly at the time, I was adding people I had never met in real life, just for the sake of increasing my friends list number.  Maybe the younger me thought that when people saw how high my friends list was, my coolness factor or online reputation would position me as “connected.” But here’s the truth, it’s a useless vanity metric.  There is no point in adding people you that don’t know because A) they don’t really care about you and B) you don’t really care about them.

In a past life, I worked in the nightlife industry and I added just about every type of person you could think of.  I’m talking DJ’s, MC’s, club promoters, club hostesses, security guards etc. In retrospect, it was a great way to network and legit stay connected, but here’s the thing. The shelf life in this industry is maybe five years, then the next batch of younger people take over and start to run the scene.  So what happens to my FB connects from my nightlife era?  Only a select few are still in the industry while the others are working in another profession, got married, have kids or moved out of the area. Long story short, people have drifted and lost contact. You start to realize that those connections you added over the years weren’t real friends, but just people you made money with.  But once that environment is gone and there is no genuine friendship beyond that, it’s time to get your Facebook cleanse on.

Facebook Birthday

People don’t greet you on your birthday

Every morning, FB sends you a notification about someone’s birthday from your friends list. They have created a shortcut for you to leave a greeting on their wall. You can’t miss it, it’s very visible. It is usually good etiquette to write a quick message and go on with your day.  In my own birthday instance, 126 of 952 friends wished me a happy birthday, which was only 13% of my friends list. Guess what…none of the 126 friends were removed from my friends list but the other 826 were definitely under review lol!

Over the years I would make it an effort to send a HBD wall post even if I hadn’t kept in touch with that person, just for the sake of keeping the online friendship alive.  Well guess what, about a year ago I made a spreadsheet and listed all the names of the people who took the time to reach out to me on my birthday, so that I could return the favour when it was their time.

If you’re reading this, I don’t want you to think I’m sour about not getting birthday attention from my friends list but in essence, it goes back to the caliber and quality of your FB friend…are they really a friend? Do they really care about you? And do you really need them? If the answer is no, the Facebook cleanse is waiting for you.

You no longer work with that person as a colleague

There’s always a fine line when it comes to having your work colleagues as Facebook friends.  Are you comfortable enough with them seeing your personal life on there when you work with them in a professional setting?  Do you even want to see their own posts, do you really want to know more about them beyond the 9-5 grind? Or how about when you switch jobs because that last job sucked and you have no interest in being fake and keeping in touch with them?  That’s where I once was. I was so happy to move on from one of my jobs, I was smiling my last week there because I knew I was leaving a toxic work culture, with fake people and politics worst than Donald Trump at the time.

You would think it would be a sad time to leave a job after a few years, establishing what you thought were real friends beyond the business.  But you come to realize, that your bullshit radar was so high that you couldn’t be fooled.  When you get to the point where you no longer want to pretend like everything was cool with a select few people, you must make that decision. They still have access to your Facebook activity and they are there just to creep and gossip behind your back. That right there is a clear sign to cut the cord on that contact. When it reaches that stage, it almost becomes mandatory to do the Facebook cleanse.

They never engage with your posts

So we have now established that you have creepers or trolls from your friends list watching your every move.  Just to recap, over the years you might have added them and vice versa. I’m sure you know by now, once you click on the post button on Facebook, your photo/video/status message/web link is shared with your friends network. They see everything.  But it can really be tricky to narrow down their reaction to the post. It’s no secret that the most reactive FB posts are milestone moments in time, such as finishing school, getting engaged, getting married and child birth.

Sure, you will have your regular set of commenters and likers who support whatever your posts are, but then you have your dark social friends. They are the ones who see the content, yet never dare to comment, like or engage. It is likely they have taken the conversation offline or screenshotted your content and converse through the DM or non traceable platforms.  These are the troubling ones, because it goes back to the quality of the friend…are they a real one or are they fugazi? What gives? Are they too cool to say something? Do they dislike you that much but don’t pull the trigger on removing you as a friend because they lose access to snoop on your personal life? There are more factors involved but you can see where I am going with this.  If you have a large group of people on your friends list who don’t engage with your posts, it’s a definite sign that the Facebook cleanse is necessary.

Final Thoughts

What I want people to take away from this blog post is that no, I am not a bitter person ranting about so called digital friends.  Facebook will never define me…but instead I can tell the difference on what a true friend is and who’s just an acquaintance. I loved Facebook, because it was initially the first social network that reconnected you with old contacts, better than any other previous social site could do.  If used properly, it is a communication tool that can reach the masses. But then you have others who just over broadcast their lives way too much. You’ve probably hit the ‘Unfollow’ button a few times in your Facebook lifetime, trust me I have.

Even millennials shy away from FB these days because their own parents have finally caved in and wanted to be a part of the Facebook conversation. With that comes a loss of privacy – even on a network like FB, the younger target audience will flock to another social media tool to maintain their level of secrecy from others viewing their activities…but that’s another blog post story in itself.

We all have our own trusted circle of friends, from family, school, work environments, extra curricular activities, etc.  And then you have distant connections that have just simply lost touch with, moved on, had a disagreement/fight or really had no care in the first place to begin with. Part of my reasoning for doing the Facebook cleanse was because I didn’t want people on my Facebook list to know what I am currently up to.  Five months removed from my FB cleanse, I feel great about it, no regrets.  I weeded out contacts I no longer have interest for and am OK with not knowing what happens to them in the future.  I am certain I have been on the tail end of cleanse removals by my own friends list, but that’s cool…to each their own.

10 years ago, being on Facebook was all about reaching and touching as many people as possible – even if you didn’t know them. Now a days, I barely use FB (but still use other social networks) and carefully choose what I share on there.  I have grown and learned to not easily trust others. The same qualities in people you see online, do not necessarily translate into real life. People come into your life, take advantage of your generosity and feel entitled. But then you have others who are genuine, appreciative and grateful for your help, your time and simply, your friendship. Those are the type of friends I want to surround myself with. Thank you, Facebook cleanse.

Facebook Cleanse

How to take ownership of a problem you have inherited and how to respond online

In this day in age, you say one dumb thing and it can be misconstrued in so many ways.   The language you use, the tone and voice plays a critical element in how you, your brand or company is viewed by the public eye.  Take for instance GM CEO Mary Barra, who in early 2014 was faced with addressing a problem she didn’t ask for – but was tasked with putting the fire out.  To get up to speed with what Barra had to deal with, click on this link to get the back story.  It was this video above that really showed she was willing to admit fault on behalf of the company she was now figure head.  How she responded was nothing short of brilliant and hit a lot of key points.

Assessment of the company’s tone, voice and language selection

GM CEO Mary Barra’s video message to GM employees on March 17, 2014 addressed the ignition switch recall crisis. It was the first communication Barra addressed on the recall issue.

In regards to her tone, Mary was transparent with her plan to combat the challenges that awaited her company.  Her tone demonstrated awareness of the issue, as well as determination with proceeding with progress steps moving forward.

Her voice was authentic, her authoritarian presence was felt.  Barra acknowledged the severity of the issue at stake, while providing a path of strategies for her team to implement.   Her voice was confident, stern and demonstrated leadership qualities.

The language presented was done with a formal tone.  She did not use complex vocabulary or super detailed insights, but rather focused on an overview plan instead.  Barra spoke in a language that all employees of GM could understand – all the way from the top-level executives to the hard-working men and women staff on the assembly lines.

Tone, voice and language selection as I understand it

I thought her tone was consistent throughout the video communication.  As for her voice, I was not fully convinced she came across as sincere as she should have, it sounded like she was most likely reading from a teleprompter.  And for her language, I thought it was appropriate for an internal communication that was sent to staff and would eventually be picked up by news media outlets.

If I wrote her online apology letter, it would look like this…

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Never Judge A Book By It’s Cover…R.I.P. Rich Piana

Rich Piana

Rich Piana, Toronto Pro SuperShow 2017

A few days ago, controversial body builder and social media star Rich Piana, known as @1dayumay had passed away. The story about this pic I took with him is that even though it was taken just three months ago, I had no idea who he was to be honest. I dragged my friend Mike to come downtown with me to the @toprosupershow, a well known fitness industry weekend event in Toronto. I actually wanted to meet a fitness model which I did and also to just walk around the expo and check out the surroundings.

“Whatever It Takes”

One of them which had the most amount of interest was Rich Piana’s booth. Now if you see this guy from the outside, he’s extremely large looking and he’s tatted up to the gulls. He had quite the presence. I was like “Mike, who is this guy?.” He was like “You paid for my entrance and dragged me out to this and you have no idea who this guy is? Even I know who he is!” Lol. You should have seen the line up for this guy, well over a thousand plus people that weekend wanted to meet him, take pictures with him, sign merchandise and pick his brains about the fitness industry. So for just about an hour or so, I too lined up and had a brief chat with him.

You only get once chance to make a first impression.

I recall about meeting him that day, was that he had a personality behind that big frame of his. And the reason the line ups were so long for him was because he actually took the time to meet and talk to each person who wanted to see him. That is a sign of someone who know’s their self worth and what an influence they are to the public. When I got home, I Google’d more about who he was and what was the hype about him. The real appeal that I witnessed about Rich was his transparency and sincerity when interacting with the people. Yes, he previously admitted to steroid use and yes there was probably an  addiction or desire to achieve a certain size in his physique. But what’s amazing about him is that while he did not hold back about his transgressions, it was his open honesty with his audience that was his true major appeal. He eventually became one of the profitable bodybuilding stars in the industry while growing his brand through social media.

Although I just met him briefly, I witnessed what a larger than life personality he was. He meant a lot to aspiring people in the fitness industry. It’s very easy to judge a book by its cover, but in this guy’s case, I couldn’t do that to this man. You only get once chance to make a first impression and he did that with me. Rest In Peace Rich. My thoughts and prayers go out to your family, your GF @c_no5 and the @5percentnutrition team.

Social Media King

Rich Piana’s consistent promotion of his businesses on social media helped grow his name and brand in just a few short years.  You can relive some of his work through his popular YouTube channel.  Check out some interesting Sysomos stats during the week of his death on August 25, 2017.

Rich Piana Death Instagram Stats

Rich Piana Death Instagram stats, well over 3,000+ mentions on IG

Rich Piana Death Twitter Stats

Rich Piana Death Twitter Stats

Rich PianRich Piana Death Twitter Statsa Death Twitter Stats

Rich Piana Death Twitter stats, with over 4,000+ mentions on Twitter

Sentiment on Rich Piana's Death

Sentiment on Rich Piana’s Death was met with mixed reaction

Most ReTweeted on Rich Piana's Death

Most ReTweeted stats on Rich Piana’s Death

Puma is making moves and using Influencer Marketing to compete

Brand: Puma

Audience:  Puma is a long standing German sports apparel and footwear company founded in 1948.  Their products have an established identify, notably in Track and Field and especially in the Soccer industry.  In recent years, the brand has struggled to remain relevant with consumers.  Lack of identity and style are notable factors.  Since 2014, Puma has stated that one of their primary key strategies is to improve their female division if they want to compete with the likes of adidas and Nike.

Puma introduced a new women’s streetwear product line in 2016.  For this concentrated target audience, the brand is focusing on the 18-24 age group.  They want to appeal to the stylish, chic, trend setting and fashion conscious customer.  Spearheading the campaign is brand ambassador and creative director Rihanna.  The international songstress is a notable style icon with over 201+ million combined followers on social media.  In addition to the signing of socialite Kylie Jenner last year, Puma has a duo of formidable influencers for their advertising campaigns to help grow their targeted streetwear audience.

On the men’s side of things, last fall Puma signed R&B superstar TheWeeknd and in March 2017 inked rapper Big Sean to help appeal to their young male audience.  And most recently, Puma scored a major sponsorship, teaming up with rap icon JAY-Z for his upcoming “4:44” tour.  While it looks like Puma has a concentrated strategy on working with some very big names in popular culture today, there will always be consumers at different stages of the life purchase cycle where they might face resistance.   Let’s take a look at them.

The Weeknd

The Weeknd

Life Cycle:

Communities disruptors affect the Consideration stage in the Purchase Life Cycle.

Economic disruptors affect the Purchase stage in the Purchase Life Cycle.

Personal Situational Factors affect the Awareness stage in the Purchase Life Cycle.

Emotional Situational Factors affect the Desire stage in the Purchase Life Cycle.

Influence Disruptors

Communities is the conversation of the same idea with two different groups that have two different meanings.  In this example, an 18-year old female will converse with her classmates on the it factor of purchasing Rihanna’s Puma x Fenty collection and how stylish the attire looks.  A secondary conversation with her parents can turn into a discussion of price, cost and affordability.  This simultaneously becomes an Economic discussion where the parents and daughter get into a debate of need vs. want.  Both Communities and Economic elements have a disruptive influence.  They can change the sentiment course on the decision-making process from considering to buy, to ignoring the purchase completely.  Puma’s target audience is affected from these mentioned disruptors thanks to overall negative sentiment.

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What Was It Like Being Back In School After 12 Years?

Today’s post is going to be a little different than some of the posts you’ve read here.  For those who are visiting this site for the first time…Welcome!  I am going to recap my decision to go back to school, the factors that triggered it, my experiences being back in a classroom and what’s next on my plate.

Why I Went Back

In the spring of 2016, I was in the final stages of securing a new job with an emerging tech company.   At this time, I was back again working in the dairy industry, unchallenged and unmotivated.  I returned there after being laid off from a digital marketing company.  While I was very keen in getting back into the digital world, my gut instinct was telling me to hold off.  The title role was a client success specialist and I just felt like I wanted something more specific.  If you have ever been in a position where you took a job just for the money and you knew you’d still be unhappy – well that was where my head space was at.

For those who know me, I am willing to put the work in and bust my tail off when I believe in whatever the concept/idea/value is.   So in between interviews, I started Googling the idea of upgrading my education, to strengthen my resume as well.  My position was if I was going to make a commitment and go back to school, it had to be something that would fit my schedule, that had an interesting curriculum and that I would genuinely enjoy.

After a series of e-mails exchanged with one of the program coordinators at Seneca College, I decided now was the time to make the leap.  On April 22, 2016, I contacted the employer who offered me the client success specialist position and declined.  I now made the commitment to enroll in a one year, post grad certificate in social media, the first of its kind offered in the GTA.

College vs. University

The thought of being back in a classroom after a 12-year absence was going to be interesting.  Some of the questions I asked myself was, could I handle this?  Could I keep up with the other students?  Would I be the oldest fart in the room?  It was an intense, eight month course load that covered all aspects of social media and digital marketing.  After the first six weeks into the semester, I settled in pretty nicely and felt confident that I would be able to complete this program.  Looking back on my time in York University, I felt a four-year program was too long.  You would have theatre sizing classes that would fit as large as 500 students, yet you would only know maybe 25-30 of them in your tutorial classes.   What I liked about college was that we were the same 20-25 person class for the entire calendar year.   In university, almost all of the teachings were theoretical, which in my own theory is useless because you need practical knowledge in the real working world.  Thanks to Google, Wikipedia and so on, you can search for that theoretical information at any time and educate yourself.

Having the opportunity to work in group projects and do presentations in college was also very refreshing.  I welcomed that with open arms because university didn’t provide much opportunities in that aspect.  In addition, while assignments were submitted in printed paper at York, for this program they were all submitted online.  I remember back in the day, maybe one or two students in the room had a laptop.  That was considered luxury.  Taking notes on a paper pad was the norm.  Today, everyone in the class is equipped with some sort of technology whether it be a laptop, tablet or smartphone.

#SenecaSoMe aka SMD

#SenecaSoMe aka SMD

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