Be useful and be brilliant

Utility is one thing companies better think about as they work to connect with their audiences. With all the choices out there for consumers, if it isn’t useful, it isn’t going to stick or spread.

A couple of weeks ago I listened to Mitch Joel talk about this same concept. He talked about it in the context of brands having the ability to build a direct relationship with consumers in ways businesses have never seen. We won’t dive into that today but it is certainly something we’ll talk about in The Whatupdate. One example he used for illustrating utility was Charmin’s app, Sit or Squat (video below or click here).

This very useful app helps users find suitable bathrooms in proximity to where they are. As a parent of a toddler, this has utility. Charmin isn’t only showing bathrooms with Charmin or beating people over the head with ads of their super soft roll either. Their goal is to provide a utility app for anyone who finds themselves in a strange place when nature calls.

 Do you see how this application is useful?

Ray-Ban recently introduced us to Bright Light(video below or click here). It’s an app that helps you find sunny places in metropolitan areas. This is extremely useful for visitors or residents in a place like NYC where finding somewhere to grab some Vitamin D is challenging. Yes, the app is nicely designed, but creative with a purpose. It’s based on utility.

Not only does this apply to software but any interaction between a consumer and your brand. Marketing, Social Media, Customer Service, Product Development all have to have utility.

My questions for brands:

Are you building something useful?

Are you delivering it in a personal way with value driven design?

http://www.youtube.com/watch?v=yuthD3DIodc

If you can’y see the video, click here.

http://www.youtube.com/watch?v=TrTFld2M7Wg

If you can’y see the video, click here.

What do you think, does utility matter?

photo credit: Collin Allen

Don’t do it! Everything will be ok. Please put down the shiny object. 

I’ve been working with a group that has shiny object syndrome. You’ve seen it before haven’t you? 

It occurs when normally smart and discerning people disconnect their brain and focus on any new or exciting technology, social media platform, or tool that gets picked up by Mashable or some other news source. A lot of people catch it from a well meaning friend.

Remember, there are a lot of good things out there to help you build a better business and be more valuable for your customers. However, not all of them are for you.

Before you dive into the pool, drink the kool-aid, kiss the frog, or put all your eggs in one basket – Think.

Ask yourself these questions:

1.  Does this apply to my business?

2. How can this help me accomplish ___?

3. Is now the right time?

4. Do my customers use it?

5. Why?

What else?

Oh, are we connected on Pinterest?

photo credit: hijukal

Long term success in any business endeavor, social media or otherwise, requires a good foundation.

Social Media doesn’t cause problems or make something great. It simple magnifies what is already there.

Sometimes I still run into marketing or brand managers that believe social media causes all sorts of problems. It causes customer service problems. It causes branding problems because you lose control of the message. It does…it does… it does…

The fact is that social media does what other communication channels do. It reveals the good and the bad that is already present in your organization or product.

Why this is good news.

Magnifying helps us learn. When something is enlarged you can see all of the details. This grants you an incredible opportunity to get better at the areas you are weak and highlight the areas your strong. You can then do more of things you do right and improve the others.

Welcome the magnifying glass. What have you learned recently?

photo credit: jakebouma

Networking is all about who you know these days. The strength of your business is in direct proportion to the strength of your network. Because of social media, networking is no longer primarily geographical. We have the ability to meet people anywhere in the world.

Tools like Facebook, Linkedin, Twitter, and other platforms have made the world smaller. Today, I am going to share with you seven secrets to great networking online and off.

I know visions of that “guy” or “girl”from the local chamber group pops in your head. You know, the shameless self-promoting and TMI (too much information) type. We are going to look at networking from a different angle. Let’s throw away the traditional definition of networking and redefine it by using these seven secrets.

 #1. It is Not About You

A lot of the stigma around networking comes from a belief that meeting people is about “me.” We have all been in that uncomfortable situation where we’ve met someone that talks about themselves the entire time. Whether online or offline, this person sees networking as an opportunity to ask “What is in it for me?” Great networkers ask “How can I help the people I meet?” This is a 180 degree shift in mindset. It is a “giving” mentality instead of a “taking” mentality.

Try this: Each time you meet someone in a Linkedin Group, on Twitter, or at a local function, ask yourself “How can I help___?

#2. Listen

People can tell if you are listening or just waiting to talk. Listen to what they have to say. Ask questions. Develop a genuine interest in the other people you meet. People who are best at building relationships are the best listeners.

Let the person know you are listening by waiting for them to finish speaking, responding appropriately, and minimizing distractions. Theseare all indicators that you are engaged in what the other person is saying.

Try this: Stop multi-tasking when listening. Close other browser windows when online or put your phone away if it is face to face.

#3. The Power of a Name

“If you want to win friends, make it a point to remember them. If you remember my name, you pay me a subtle compliment; you indicate that I have made an impression on you. Remember my name and you add to my feeling of importance.” ~ Dale Carnegie

Your name is one of the most important things you own. When you try out a new pen, my guess is, the first thing you do is write your name. If you are putting the focus on the other person and listening, then remembering a person’s name will be easier. Get good at using a person’s name in responses, replies, and face to face conversations. It will go a long way towards winning people.

Try this: Repeat the persons name several times after being introduced (yes, onilne too!). Nice to meet you ___.  What do you do for fun ___?

#4. Be Yourself

You are free to be yourself. In fact, being real is a characteristic of great networking. Don’t worry about trying to be something you are not. You don’t have to kiss babies and shake hands with everyone like a guy running for mayor. You are free to not accept friend requests or follow people back. When you act naturally, you are more approachable and it is easier to make conversation. This applies online as well. Find groups and conversations where you can be yourself. 

Try this: Cast off what you think a “professional” would act like or say and don’t worry about impressing others. Be polite and focus on what makes you a good human being. 

#5. Connect

One goal of every communication is to connect. Find the common ground that you share with others. It is easy today to find people that share common interests. Online, you can use Twitter Search, Linkedin Groups, or find Facebook fan pages of brands you like to discover others who share some of your interests. Offline, there are community groups, conferences, and professional organizations to participate in. Then join the conversation.

Try this: When you meet someone, instead of asking them what they do, ask them questions that will more likely open doors to connect. Are you local or did you move here? What do you do for fun? These are much better connection questions. You will be amazed at how small the world is and how many people you connect with. 

#6. Long Term Thinking

One of the biggest shifts in mindset needs to be long-term thinking. I’ve found the self-promoters and pushy networking types try to run-on about their widget and life story. They often over-share because they think they have to convert a contact right then.

The long-term thinking mindset looks to have a good conversation that establishes rapport. This gives you something to build on. Contacts should appreciate over time. You never know how valuable people can be down the road to your cause.

Try this: Don’t view networking as an event or task. Make it a part of your daily life. 

#7. Have Fun

 Don’t take this thing to seriously. Have fun meeting new friends. It is ok to talk about things other than business. I even recommend it. Spend most of your time on everything but, and you will have more fun and it will be more productive.

Try this: Smile when you meet people. Smile when you write emails, posts, and updates. You will be surprised how it affects the tone of your conversation.

Above all, effective networking is a process. Practice these seven secrets and you will get more enjoyment and benefit from meeting and interacting with new people. And remember, by helping other people get what they want, you will get what you want.

This is just the foundation

What are other networking secrets? What has worked for you?

photo credit: Biker Jun (backlogged, falling behind even more)

Since this is the case, wouldn’t you want to know how to make anyone like you?

Sure, you can’t make someone do anything and you probably don’t want everyone to like you in the first place. But you can do a few things that will help you win “likes” in real life.

1. Smile

People like to be happy. Smiling makes people happy. When you talk to others make sure you smile.  This is even a good practice when you are talking on the phone, typing an email, or posting a comment.

You will be surprised how it affects what you say and how people respond.

2. Be interested in others

Folks care about their lives, their interests, and their world. They don’t care about you or me.

Meet individuals with enthusiasm and friendliness. Discuss things that interest them and ask questions. If possible, do a little research on topics or activities they like before you meet with them.

When you show an interest in others it is natural for them to reciprocate an interest in you.

3. Remember their name

You automatically score major points when  you can remember someone’s name. It is the sweetest sound to their ears.

People love their own name. Think about how often you write your name when testing out a pen. My son loves to say his name and he is only 17 months old. I am sure it is the most heard word for an individual.

4. Listen

In a world where everyone is looking for attention, listening goes a long way. People love to spend time with someone that is willing to give them an ear.

Good listeners are the best conversationalists. And who doesn’t like a great chat over a cup of (insert favorite drink here)?

5. Make them feel important

Our final point to wrap this in a bow is making people feel important. Make a strong effort to recognize everyone’s talents and contributions.

Always ask yourself what you can do to show people how valuable they are?

People want to belong to something bigger than themselves and know they matter.

There you go. These five things will get you more “likes” in real life.

What other ways do you win with people?

photo credit: owenwbrown

It was an incredible learning experience for me and hopefully for the students also. In a few short months they went from social media newbies, to aspiring graduates with a solid grounding in the digital marketing arts. We learned about listening, social media tools, blogging, content marketing, reputation management, and community development. The students started a blog reviewing brand social media presence , gave social media marketing pitches, enjoyed great speakers, and gained clarity on developing their personal brands.

One definite highlight, for me at least, was co-teaching with Dr. Cindy Hanson. She was my marketing prof when I was in college (half a score ago). Her enthusiasm and passion for her craft is as evident today as it was then. I gained an enormous amount of respect for her (and all professors) with how much preparation and focus goes into each course. Unlike many traditional marketers, Dr. Hanson has embraced the validity of social media and how it fits into the bigger marketing mix. I look forward to the chance to work with her again.

Thank you, Apo, Lewis, Toni, Michelle, Ashley, Everette, Jason, Katrina, Matt, Jess, Molly, and Ken for a fun and rewarding time. I couldn’t be prouder of you all.

I wish you the best and leave with you one thing:

Your real education has just begun. Find what you are passionate about and chase it. Learn and do it better  than anyone else in the world.

Don’t settle for average. Challenge the status quo. Dare to be great!

photo credit: Beverly & Pack

Now, let’s talk integers.

Social Media 123′s

1. Vision – Know what you want

2.  Focus - Strategy and Tactics

3. Goals – Awareness, Conversion, Relationship

Magic Number

1,000. People – True Fans

What are your ABC’s and 123′s?

photo credit: Anonymous Account

My class is filled with bright young men and women who hold all the potential in the world to go out and change it. It has been cool to see the light bulbs go off in their heads as understanding takes root. I have to say I am learning as much from them as they are from me.

We have brought in some great speakers so far too! Jeff SanGeorge, Mitch Miles, and Vanessa Boynton were gracious with their time and knowledge to share with the class.

Jeff discussed blogging and how he has applied what he has learned to social media. You can check out his presentation [Jeff SanGeorge Blogging 101]. Jeff has a great understanding of how design, technology, and content marketing fit together. It was great how he mixed the fundamentals of blogging with social media application.

Mitch came in and rocked LinkedIN. You would have thought Reid Hoffman himself came in to teach the how to’s and why’s of the professional social network. Mitch is the only guy I know that brings props to talk about web apps. He is the Gallagher of social media speakers. You can check out some of Mitch’s presentations [Mitch Miles Presents].

Vanessa presented on the business case of social media. She is one of the linchpins at M Creative and talked about how they work with non-profits in developing “value-driven” communication strategies in social media. Her interaction with the class was very conversational and I hope the class learned as much as I did. In addition to being a marketing practitioner, Vanessa is an award-winning artist. See what she is up to [VanessaBoynton.com].

Of course we are only half-way home this semester but things are shaping up nicely. Greensboro College Social Media Brand Review is progressing and I can’t wait for the students to start their class projects. They will be getting their hands dirty developing content, launching social campaigns, and marketing awesomeness for a few Triad companies.

As always, if you have any suggestions for the class please hit me up in the comments.

photo credit: greensboro college

Socialmediabrandreview.com is one of the projects my Greensboro College students are doing this semester. They are reviewing top brands’ social media participation and engagement and posting their critiques on a blog we set up.

Each student will post three reviews over the course of the semester. They are picking two from a list we gave them and one of their own choice. Do you have any suggestions for them? The other component is a five minute in class presentation on their findings. This, we are filming and embedding in their posts.

Check it out and support our future marketers: Greensboro College Social Media Brand Review

My hope is that this project will be fun, give them an opportunity to contribute to a case study, and start blogging. What do  you think? How can I make it a better experience for them?

photo credit: Robert S. Donovan

This simple (but not always easy) exercise will help you get clarity for where you are and what is next for your business. People often underestimate the power of sustained thought. Instead of using google as a magic 8 ball or referring to your favorite guru’s blog, just take your pen and paper and write down the thoughts that come to you. Don’t filter, write.

If you do this daily, you will discover new direction and clear paths to your objectives. You will find solutions to problems your company faces. Knowledge of where to spend your time and resources to get the maximum affect will emerge.

You will change your business.

I know, you may be thinking this is some hokey bologna, but understand it is simply taking away constraints. I love being plugged-in and staying ultra productive as much as the next person, but those can become hindrances to revelation and ideas trying to surface.

Trust me. Give it a week and come back here and comment about your experience, what you’ve learned, and its impact.

What do you say, are you with me?

The first class went well. All of the students were open and hopeful that this class will not be an irrelevant bore. I hope so too! We have put together a good outline for the students and my goal is for the class to progress organically. Ideally, we will discuss how social media is used in the real-world. The course should give the young men and women real-world knowledge and application of how social media fits into the marketing mix.

We decided to go with New Community Rules, by Tamar Weinberg, as our “textbook.” If you haven’t read it, you should. Tamar wrote a very comprehensive book on social media and laid it out in course-like chapters. It is an essential and foundational social media book.

What I look forward to most about teaching the class is learning from these college students. I have a feeling, although many of them aren’t early adopters of social media, they will bring a fresh perspective and new insights.

This past Monday I spent the day playing in a charity golf event with some friends and clients. The day was perfect (mid 60s and sunny) for hitting the links and the Duke University Golf Club was in great shape. What was more important, were the six hours we spent laughing, talking about the future, and building friendships.

The social web helps us connect with brands and topics we care about. It gives a medium to meet and converse with like minds. I even believe it can help deepen relationships between organizations and their customers, partners, and prospects. As powerful as it is, nothing is as good as face time.

Whenever possible, look for ways to take online communications offline (and vice versa). By doing so, you shrink the online/offline gap.

Shrinking the gap builds trust and transforms interactions into meaningful connections.

photo credit: fabbio

Thanks- John Cass, Rebecca Cochran, Jeff SanGeorge, Braden Douglass, Brandon Burke, and Kennedy Pittman. These are some bright folks and worth the follow.

Takeaways and questions:

Twitter is connects you to your present. Facebook, on the other hand, is more a portal back to where you’ve been and who you used to be. Twitter is a great place to find and meet like minds. My friend AJ wrote a great post about this on his blog titled, Twitter will never reach ubiquity.

Braden and Brandon Burke shared Tweepie with us. It is a tool worth a look for anyone developing twitter apps.

Our location based services discussion started out with Foursquare (shocking, I know). Services like Yelp, Gowalla, Tri-Out, Foursquare, or Places are more personalized. Our group all used these services differently. I believe this is due large in part to the physicality of these services. Facebook and Twitter are harder to take offline than an application that requires face to face interaction.

This is good news and bad news for brands and organizations. There is now a greater opportunity to create memorable and sharable client experiences. Now that you have me in your store, at your place, etc, what am I going to experience? What taste makers in my sphere of influence are you going to win over that will influence me to check you out?

As we discussed these issues and other services that focus on “checking in” to activities, like Hot Potato, this question was raised:

Can regional and community location based services steal market share from the big players like Foursquare and Yelp by providing more personalized experiences and incentives for users?

I would love to get your feedback in the comments. I do not claim to be the expert in this area. Guys like Jason Keith, at Social Fresh, and Wayne Sutton are ahead of the curve in this arena. In fact, the triad’s own Kevin Briody had a post today about Foursquare and the University of Oregon. He is a great resource in this area.

What are your thoughts? How do you use LBS and what engagement would you like to see from your favorite brands?

photcredit: waynesutton12

We sat at round tables with the speakers and other attendees. This layout encouraged more interaction and conversation with each other. There was a great blend of panel discussions and keynotes with the last fifteen minutes of each set aside for audience participation. These interactive masterminds, called deep dives, allowed attendees to share experiences, success stories, different perspectives, and ask questions. Justin Levy and Dave Thomas MC’d the event and did a great job.

To get an inside scoop and follow the action from New Marketing Experience Chicago check out #nme10.

The underlining theme of the event was that social media and marketing online needs to move past awareness for the organization (as its presence matures) and  towards positively growing the business. Part B to this is brands need to bridge the online and offline gap with continuity and meaningful engagement.

Over the next several weeks I will highlight some of the conversations I had and people I met. Building and starting relationships with super people is always the most valuable part of attending conferences (and living life).

photo credit: kevindooley

If you can’t see the video click here

The trick is to use the tools without being a tool.

Recently, I attended a panel discussion at Social Fresh Charlotte about leveraging social media listening and management tools. It was moderated by the smart and witty Amber Nasland of Radian 6. The panelists included Justin Kistner from Webtrends, Rick Burnes from Hubspot, and Adam Covati from Argyle Social. These folks did a great job of sharing how incorporating monitoring tools into a company’s business strategy can help them meet certain goals.

Amber opened the discussion with the statement “We’re all tools here.” I am sure only a few people caught it, as most were shuffling to their seats. Now, none of the panelist are tools; they are all professionals and great assets to their employers.

The quote has stuck in my head. It is a reminder to us to use the tools to be more productive and free up our time to do the real work of building relationships and providing better services and products to our customers.

Remember to respond in a human way. Use tools to be more helpful. Filter information through a brain cell. Put yourself into the shoes of your customers, prospects, and partners and ask, “Is this a deposit or withdrawal into their trust account?”

Tools think short term.

Think long-term.

Tools are takers.

Be a giver.

Don’t be a tool, use them.

What say you?

photo credit: geishaboy500

Wednesday was the national day of action for Citizen Gulf . They are a nonprofit organization helping fishing families affected by the Gulf Crisis.

The Greensboro Chapter of Social Media Club hosted one of the benefts. Tammy Friedeck and Chuck Hester did a great job sharing about the power of social media for social good. The evening wrapped up with Rob Blackwell performing New Sunrise, a song he wrote for the victims in the Gulf. Proceeds will go to those in need in the Gulf region.

One of the coolest things was this video put together on short notice from Jeff Dolan. Rob, Jeff, and I grew up in a coastal town of NC and have a heart for coastal communities. Jeff and Rob are amazingly talented (you might even know them from the band Remember Jonah).  It was fantastic to see them collaborate again. You can check out the video [here].

The sweet spot of social media is the ability to unify people from anywhere and any background who care about a certain topic or idea. Remember there is incredible power in that. Remember this is bigger than ourselves but enables you, the individual to make a difference.

photo credit: Infrogmation

PSE Marketing

1. Perfect your product and story

2. Set expectations with valuable online content

3. Exceed expectations offline

Last week I saw Tommy Emmanuel live. He is by far one of the best guitarists in the universe. I heard about Tommy from my friend Rob Blackwell (an amazing songwriter and musician too).

1. Perfect your product and story- Tommy Emmanuel has played guitar almost every day since he was four years old. Tommy grew up as a gypsy in Australia. He has toured and played live since he was five. He has been awarded numerous awards and is considered by man to be the best in the world. And to top it all off, he is humble and generous, donating countless hours and dollars to charities and ministries around the world.

You have to figure out what your story is for your brand or organization. What are the things that make it unique and shared experiences that make it relatable to your audience? Your product has to back up your story. Tommy’s product is his playing. He backs up the story by playing mind blowing guitar. You need to purge your product of mediocrity and perfect it.

2. Set expectations with valuable online content- If you search for Tommy Emmanuel in Google, many videos will come up showing him playing live or on tv. Hearing and seeing these videos sets an expectation in your mind of what you will experience watching him in person. Everywhere he is mentioned, from blogs, Twitter, Facebook, etc., his performances are heralded. As I watched these videos an expectation of what interactions offline would be like started to form.

The same will happen for your company as customers and consumers find and explore your digital thumbprint. The content you publish will set an expectation level in the minds of the folks that interact with you online. Valuable and relevant content combined with responsiveness will create the right expectations.

3. Exceed expectations offline- Seeing Tommy Emmanuel live blew what I thought I was in for away. My experience was better than the expectations set by watching videos and comments online. I left telling everyone about that show. I encouraged people to check him out as I told them what they would see. I am now setting expectations for the people I know would want to hear him play.

Organizations sometimes believe the digital and social media arm of your business is separate from your offline business. I disagree. I think they work together. Continuity will help you exceed your customers expectations and move them towards connection. Connecting grows into advocacy and creates word of mouth.

Following the simple PSE Marketing strategy will build your brand and create word of mouth exposure. The misconception is this is a one time execution. It should be continual. Always work to make your story better and your product more remarkable. Always create great content online and on social platforms to set expectations. Always back up those expectations with authentic and amazing client experiences.

What is your best client experience from a brand?

photo credit: Paull Young

Organizations: We need a digital footprint! Get on Twitter, Facebook, Youtube, Yelp, Foursquare, and Flickr. Build a Blog. Send email campaigns. We need to engage and build community.

Consumer: Knock Knock?

Consumer: Knock Knock?

Consumer: Hello?

Consumer: Anybody there?

Companies are beginning to understand the value associated with establishing a digital footprint. They see conversations happening in real time and desperately want to join them. The secret isn’t having an account or page. That doesn’t mean you are connecting. Organizations need to go beyond having an @ handle, video channel, and blog. They need to be there.

If you decide twitter is a good place for your company to be then be there. What does it say if someone shows up on twitter (via the pretty icon on your home page) to talk and there is no activity? Or they go to your Facebook fan page and crickets chirp? How about a blog whose last post was in 2009? It says no one is home.

Building community with social presence takes showing up and follow through.

photo credit: J.L. Settle

The one where the rabbit takes off in a blaze leaving the tortoise moseying behind. We all know the ending, the hare gives out of gas before the finish line and the turtle jogs by breaking the tape.

This story is not unlike mass advertising and social media.

The hare and mass advertising have a lot in common. Mass advertising, like the hare, spends a lot of energy out of the gate but usually expires before the finish. I am not against advertising. Eyeballs don’t mean people are buying or evening listening just like the hare’s speed doesn’t ensure he will win the race. Check out  Bob Knorp‘s viewership vs. buyership post along the same lines.

The tortoise reminds me of social media. Social wins the race by consistently delivering value and building trust. Reaching the right people with the right message takes patience and persistent effort. Building relationships that connect folks to your company is a marathon not a sprint. Here is a good post by Trey Pennington on how to win with social.

Could these two different animals work together?

Mass marketing is good at getting a message to a large number of people. With enough money, ads can overcome the invisible impressions with frequency and depth. If you get in front of enough people you will reach somebody that presently wants what you have. If you try this with social media it will fail. Social media is not about exposure. It is about community and conversation.

Advertising and social media can work hand in hand when they both focus on relevance and permission. Advertising to people that want to receive your message converts. Using social to build advocacy and retention through human interactions after reach is huge.

Your thoughts?

photo credit: peretzpup

It wasn’t too long ago when “Rock Star” was a term reserved for people wearing leather pants and performing arena rock to sold out coliseums. Today the phrase has crossed over to the tech and marketing world (along with “Ninja” and a few others) to allude to expertise in some skill. I think we do it because we all wish we were Rock Stars or Ninjas or the rare “Rock Star Ninja.”

Here are several keys you can do to market like a Rock Star:

Develop and work the plan

Know your audience

Connect and pull

I met a new friend named Danny, he is doing a great job of helping bands leverage these keys in new media. Social platforms, blogs, and video enable us to capture the right metrics, reach the right audiences, and build bridges to our fans. Armed with a flip video camera and quick wit he is telling rock star stories to fans across the country. He is helping them remember what they felt and give them a vehicle to share it.

How do you rock?

Organizations often damage their online reputation with interruption marketing tactics. When this happens brand engagement plummets, fans flee, and prospects treat your company like a leper.  If this has happened to you, fear not!  You can rebuild your online reputation.  It is not easy, it won’t happen overnight, but it can be done.

The road to recovery starts with answering these three questions.

How did this happen?

You are in the old business. My uncle was the partner in an Atlanta ad agency during the 70s and 80s. Before that he worked with DDB.  They were great at creating mass marketing ad campaigns.  They were designed to get in front of as many eyeballs as they could as often as they could. Relevance was not a high priority. Interruption, frequency, and persuasion were the order of the day.

What did you do wrong?

You SPAMMED. You may not have meant to, but you did. If social media tools like Twitter, Facebook, and Linkedin are broadcast channels for you to pitch your widgets and services, you are doing it wrong.  If your blog is filled with self promotion and  ”me monster” talk, you are doing it wrong.

How do you fix it?

Step one: Ask for forgiveness and rebuild trust and respect. Forgiveness is completely in the hands of the offended. You cannot buy it or demand it. Forgiveness also deals with the past. It is only good for things already done. Let people know you are sorry in a sincere, specific way (not in a fake, ambiguous, politician/celebrity way). Start the long journey of rebuilding trust and respect. This is not easy and takes time. Just because you changed overnight doesn’t mean your community will change quickly. Humility, generosity, and honesty will be your guide. Unlike forgiveness, trust and respect can be earned. You can restore and build these important currencies.

Step two: Listen more and talk less. Nothing will help you improve communications with your prospects and customers like listening. You will learn what they want and what problems they have. You will learn where they are and who they associate with. This information will allow you to improve your interactions and make connections with the right people. There are paid listening tools like ScoutLabs, Radian 6, Sysomos, or SAS to name a few.  Start with Google alerts and blog search, Twitter search, and Backtype. You could create a survey for your email list.

Step three: Give value. You have made the decision and turned a new leaf. Use the data from listening and help your community. Begin your brand’s new life as one that contributes relevant valuable content to its communities. Look for ways to promote others and highlight the good work of your people. Start a meaningful email “newsletter” to a subscriber base. Focus on high touch vs. high tech strategies that build relationships.

Remember this takes patience, but you will get there.  Swallow your pride and seek forgiveness.  Take your eyes off of yourself and focus on others.  With a little time you can reinvent your organization. You can learn from your mistakes so you never repeat them.

Your thoughts?

photo credit: misterbisson

I have been thinking a lot about the idea of generosity marketing and social media. I am sure I didn’t make up the term. Kudos to whoever you are out there who did. What this means to me is social media are the suite of tools that enable generosity to be the most an effective marketing strategy. We used to be constrained by geography or budget or some other barrier to reach our audience. Now Twitter, Facebook, Youtube, and other tools have given us the opportunity to find anyone that is looking for what we have to offer. Offer the most you can.

I won’t name names but several of the biggest names in business right reached certain summits because they used the tools to be generous with their knowledge and experiences. Brands like Zappos, Comcast, and Starbucks have showed generosity using Twitter.  The History Channel is using Foursquare as a platform to give value.

Today I met the very bright, Mitch Miles, for coffee. We discussed marketing strategies and tactics that focused on generosity. We talked about connecting local people together.  We talked about being helpful in any area we can to grow others peoples’ businesses. Why? Becuase it always comes back.

In The Noticer (affiliate link) by Andy Andrews, a character by the name of Jones offers perspective. An entire town is enriched by his giving. We should use social media the same way. We should use it for the benefit of others. Generosity marketing is about helping enough others get what they want with no strings attached. In return, I promise you will get what you want.

photo credit: MarcinMoga / Lolek