May 21, 2014

What Social Media is NOT! You look around where you work. You look at all the webinar success stories. You then look at your business and at your success. You feel that as much as you work hard, do the right don't seem to be as successful as everyone else. Why do you bother? Social doesn't work for you, like it works for everyone else..... Now imagine a comparison that is actually work making...a comparison that shows whether you are doing the right things, whether you are making progress and whether your company is succeeding in both earning attention and converting attention to sales. The latter comparison is what you should be concentrating is is tangible evidence that you are living social rather than being social and it is simply this... You see people hold webinars to convince you there is a secret sauce...a trick that you are missing.....a trick that could turn your struggling world into one of financial plenty. They make success sound so easy BUT they are distorting the truth...why? Well, because the truth is much harder to hear. Social success is created by doing the right thing, each day to the right people for the right reasons. (Tweet this) It is hard graft. It can be lonely. It can feel like one step forward and two steps back. It can feel frustrating. It can be exhausting....just like the rest of business! Social does not remove the pitfalls of business, it merely increases the opportunities for business (Tweet this) That is why I believe in measurement. Not because I am a trained Chartered Accountant. Not because numbers tell the whole story. But because it gives you a trendline. It gives you the only comparison that is worth making... Data allows you to compare the "brand you" of today to the "brand you" of yesterday, of yesteryear....and allows you to assess this important question "Am I living social, demonstrating social and making a difference in other people's lives?" (Tweet this) If you, are the trendline will be up. If you are being rather than living social, the trendline will be down. Social marketing at it's core is about connection. Not in the sense of collecting followers BUT in the sense of connecting TO someone's mind. Data is an expression of how well you are connecting to the mind of your intended audience. It is not about quantity, it is about quality. It is not about likes, it is about moving your audience from passive followers to active customers. (Tweet this) It is not about followers of your brand, it is about engaged fans of your brand.(Tweet this) It is not about connectionS, it is about connectING. (Tweet this) It is not about comparing your data to others, it is about comparing your data to who you were yesterday.
The Truth about Selling in a Social Marketing World With social marketing, it can be difficult to understand how to sell in a world when you are told NOT to..... Don't sell just create great social marketing; you understand the advice but reasons don't pay the bills! So how do we reconcile - 'marketing great reasons' with actually 'selling' to keep your business going? Here is how I like to think about it.... In years gone by, we had two and selling. One gave the reasons and one built the relationships so those reasons were heard. Now we have the web and the web replaces the miles of driving up and down the motorway delivering those messages. We don't need a car, we need a content strategy to define the right road to the right customer! So does that mean that sales is dead? Should we put all of our resources behind marketing? No. BUT we do need a mindset change. We need to think about teams of people, rather than functions, teams who create the ideas and the reasons why your are different and why people should buy from you. We then need to 'sell' these ideas and reasons to our internal teams so they understand, and buy in to, the real difference your product or service makes to the market. The best way to do this is to communicate in person, have honest open discussions that link the concepts to your business mission, your business plan and the goals of those individiuals. We then create content that travels up and down the motorway! Each time a potential customer interacts with us they sense our passion, they sense our message, they sense a unified brand. So IT creates a website that reflects the message. HR recruits talent that buy into the message. Finance develops reports to show not just the numbers but the measurement of the objectives. Production search for ways to improve the efficiency, quality and speed of the core elements of the service or production. Credit control act as problem solvers. They highlight issues which are causing issues to the customer, they don't accept credits as part of the business they work tirelessly with the business to remove excuses not to pay. Choose your department - they don't do a "job" they are on a mission to use the skills of their department to help strengthen the reason to buy. You then leave the selling element to the customer. The customer WANTS to buy - it is just that their inner mind is looking for reasons not to! The more you remove the problems, the more you give reasons why they SHOULD buy, then you remove their inner resistance and get them to convert their own mind. You follow up, you make every transaction the same so that the customer then acts as a referral engine to their friends. They are not the sales people for your brand as some would say....they are your marketers. They give reasons why their friends should convert THEIR inner...

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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