24 Years are in the book – Happy Birthday to Me! The takeaway? Whatever you WANT to do, you CAN do – you just have to start DOING it. Here’s to whatever the new year will bring!
October 2009
This blog isn’t just a blog, it’s a community – a group of forward-thinking individuals who share opinions and engage in compelling conversation. As I hope to inspire and enlighten some of you, you in turn keep my mind fresh with new ideas and perspectives in the comments you leave. This was especially true last week. Karen Au, fellow blogger and tweeter, left some thoughts on my post “Start Changing the World. Today” that really struck a nerve with me:
“What many around the world are FINALLY realizing is that we do not have to fight for resources. We have to stop thinking that one person’s success is another person’s failure.
There’s enough room in this world for all of our brilliance to shine. We simply have to appreciate each other and work together, sharing resources. By doing so, we ALL benefit. We do not have to succeed at the expense of others. This is a very primal, old-aged and worn way of thought that unfortunately seems to continue to pervade people’s competitive nature. Me to We is at work, but there’s still a long way to go.
Something else to think about: not only is “shaudenfreude” harmful, but it’s counter-intuitive. If we succeed at the expense of others, there goes potential supporters for our cause. But if we succeed WITH others, there we have it: all-round support for our dreams and goals. Exponential growth, instead of dividing our humanity.”
How spot on is this? Throughout our lives we are told that life is about competition – it’s about being better than everyone else, and that in order to get ahead, others must fail. Competition is all around us, it’s at the core of our personal philosophy, professional lives, government strategy, etc.
But what many are starting to understand is the idea that success does not have to come at another’s expense -While healthy competition can motivate and drive us, there is real value in another “C” word: COLLABORATION. As Ana says, “When we succeed at the expense of others, we lose their support.” When we collaborate and push one another to rise above mediocrity and redefine success – we all end up better in the end.
As the old saying goes, “It’s always lonely at the top”. My question is, “Does it have to be”? Instead of putting each other down, why not work to pick each other up and build on each other’s success? There’s plenty of success to go around, stop focusing on saving it all for yourself.
How do you measure success? What are your thoughts on competition vs. collaboration? Is there room for both?
Recently I had the pleasure of attending the two-day MarketingProfs Digital Marketing Mixer in Chicago. Not only did I walk away with some new friends, I took with me a plethora of new ideas and actionable items from the best of the best in the world of blogging and Social Media.
The common theme? Your blog and Social Media presence is an INVESTMENT – An investment that takes patience and perseverance to see real success. It’s also an investment with goals and benchmarks that will continually adapt and change.
In a market that is constantly evolving, it’s important (although sometimes difficult) to not only maintain a steady pace, but to stay one step ahead of the rest. Here are 15 ideas that I took away and will implement/continue to implement in what I do (and you should too).
(1) Build credibility before you sell Social Media
Whether your marketing your blog or your business – your Social Media goal must include a value proposition to your followers, friends, and connections. If you aren’t sharing anything of value, why bother sharing anything at all? Through becoming a resource of information, whatever your niche may be, you build credibility and validity – giving people a reason to care about what you have to say.
(2) Join the RIGHT conversations at the RIGHT time
What is the single most important practice in the world of Social Media? LISTENING. To be followed closely by ACTION. Paying attention to your surroundings, listening to conversations, and then jumping into those conversations at the right time is how you establish new connections, generate leads, and build your overall community. Just as listening is nothing without action, your actions will miss the mark if you aren’t listening.
(3) Test the unusual
Social Media isn’t safe, it isn’t comfortable – it’s unpredictable and constantly changing. Don’t fight the change, embrace it and add to it. The best way to keep both yourself and your audience invested and interested is to push boundaries, step out of your comfort zone, and do some things you’ve never done before. Be bold, be innovative, be unique, and above all, be yourself.
(4) Use Your Community as a free Market Research Program
We talk so much about the “giving” of Social Media but it’s just as important to remember that there can be just as much “taking”. Ask questions and request feedback. Don’t talk TO your audience, talk WITH them. Tap into the power of community and use it to your advantage.
(5) Engage in online communities as a person first, as a marketer second
Don’t kid yourself, you’re going to promote yourself and the work you do both on and off-line. But think of Social Media as a conversation tool, not a direct advertising medium. Approach your audience and community as an engaging conversationalist rather than a sales rep. You’ll establish brand credibility simply by being “present” in your respective niche.
(6) Optimize all your content for search
I get asked all the time about the importance of SEO. Optimizing your site for “organic” search traffic is supremely important to the overall success and growth of your blog. The more people who find you naturally, the less you have to worry about self-promotion. Give your SEO the up-front face time it deserves and watch your community flourish naturally.
(7) Create a positive “brand experience” by establishing relationships across the social web
Throughout this blog you will hear me preach about “relationship marketing”. Relationships are the foundation of any good business. Be developing solid relationships with your audience, you create a community of brand evangelists – people who will promote and market your stuff for you. We’re much quicker to believe the opinion of our friends than a representative of the brand/blog/individual promoting themselves.
(8) When you launch a blog or twitter account, set goals, measure, iterate
Especially important for businesses, but equally important for individuals: Set goals for yourself (and be specific). If you don’t know where you’re going, how will you ever know how to get there? Monitor your analytics, followers, subscribers, new visitors, etc. and set benchmarks to measure success along the way.
(9) Be organized internally to effectively manage social media (and your blog) externally
If you dig through my archives you’ll see that I’ve stressed the importance of time-management, organization, and scheduling. For your blog and Social Media platform to be effective, you have to be willing to give it the time and attention it deserves. There is no “autopilot” – Effective Social Media management requires hands-on MANAGEMENT.
(10) Humanize your blog
There are a million people out there blogging about social media, marketing, Generation Y, and so on. What makes my blog (and your blog) unique is the perspective you and I bring to the table. Everything has been talked about by someone, somewhere – but what no one can do is be YOU. Be yourself, bring your own voice and attitude into your writing, and most importantly, don’t try to be someone you’re not – your audience will see right through you.
(11) Provide your community something that is personally beneficial to them
While sharing your “human side” is important, your readers (typically) aren’t coming to your blog to read about you – instead, they’re coming in hopes that you’ll provide them with something they can take away and apply to their own lives. In everything you write, no matter how personal it may be, find a way to related it to a wider audience. Apply what you’ve been through to what others might be going through. Making that personal connection is the key to effective writing.
(12) Let your members decide how they want to use ‘their’ community
Provide simple navigation, easy sharing, and CLEARLY STATED CALLS TO ACTION. Give your community the tools, provide them with options, and make it easy for them to interact and engage with your site. The fastest way to lose a member of your community is by confusing them. Provide options while maintaining the KISS (Keep it Simple, Stupid) strategy.
(13) Be mindful of people’s time, attention, and surroundings
Are short, concise posts or longer, detailed articles more effective? There’s no clear answer here and there are pros and cons to both. Regardless, it’s important to consider your audience’s time and attention. While a shorter post may invoke more real-time response and back and forth discussion, extensive, well researched pieces may hold significant long-term value. There’s a time and place for both.
(14) Don’t get (too) caught up in the numbers
Throughout your blog’s tenure, there are going to be ups and downs, flash in the pan successes, and periods of inactivity. You’re not going to be at the top of your game 100% of the time. Don’t get down – adapt and coordinate with what your analytics and community is telling you. If you’re not sure what you’re doing wrong, there’s no shame in asking. Don’t worry about the day-to-day – instead – focus on the big picture
(15) Invest in Social Media. It’s not free
Ultimately – Social Media is an investment. It requires time, commitment, patience, sacrifice, and hard work. If you’re not willing to invest the time and effort, maybe Social Media isn’t for you. The output is measured by the input you put in. In short, you get what you give.
Remember: You do not have to be on the Social Media bandwagon just to say you are doing it. Focus on the tools that best fit your strategy and goals. It may not be for everyone but there is real value in the medium for anyone who is willing to invest the time toward it’s success.
How are you using Social Media to market your blog? Share some mistakes you’ve learned from and best practices you currently have in place.
(Photo via websuccessdiva)
Show of hands – how many of you have paid for one movie only to stay at the theater for another two or three? (Better known as the “double feature”) How about telling a restaurant it’s your birthday to get a free dessert? When mom sends you home with a Tupperware container full of leftovers, do you EVER give it back, or even plan to? Of course not – Mom knows that she’s never going to see it again once she hands it off to a twenty-something on a tight budget.
Do you honestly ever by ketchup and mustard? Are you tapping into your offices’ supply of pens and paper? Do you know how to land the best deals at your local yard sale? Phil Villarreal offers 100 “money squandering” tips that are useful, ridiculous, borderline illegal, and downright hilarious in his book, “Secrets of a Stingy Scoundrel”.
Phil was kind enough to reach out and ask me to read and write a review of his book – and while normally I’m not a fan of turning my blog into a sales pitch for someone else, I liked Phil’s up-front style and this book had me nodding my head and laughing my ass off from beginning to end.
Amongst the Saved by the Bell, Matrix, and Quentin Tarantino references, Phil shares almost every “get out of jail free” card you could imagine, from free hotel porn to Cubic Zarconia engagement rings (good luck with this one gents). Underneath the humor Phil actually invokes some inspirational thoughts, one section, related to phone bills and text messaging, especially hit home with me, being so active in the impersonal world of online communication:
“My conclusion to the reason for the texting phenomenon is that the act removes an extra layer of intimacy and perceived intrusion. If your text message isn’t returned immediately, it’s not as official of a rejection as a missed call, since it can conceivably be returned later. People are too afraid of being brushed off and dismissed, so they use texting as a pathetic, impervious shell for their insecurities. Be bold. When you need to talk to someone, make a phone call, and never open or respond to a text message.”
Wise words – even in this day and age, the best form of communication (if not face to face) is to just pick up the phone. Whether your looking for a little perspective and commentary on society or just a great bathroom volume – It’s all packaged into “Secrets of a Stingy Scoundrel”. A great read, to be sure, and one that I thoroughly enjoyed cover to cover. Cheers to Phil for being so kind as to send me a free copy, it looks nice next to my Bible and Entertainment Weekly.
Leave a Comment, Get the Book…For Free!
Because I know you guys have some great things to share. I’ll be running a contest over the next couple days (winners chosen on Monday, October 26th). If you’d like a FREE copy of Phil’s book, “Secrets of a Stingy Scoundrel”, leave a comment below sharing one of your “stingy” secrets (just keep it-mostly-legal-ish).
Two, that’s right TWO commenter’s will be chosen at random and will be handsomely rewarded with a brand new copy of Secrets of a Stingy Scoundrel. Yes, I’ll even pay for shipping, you cheap bastards…
Last week a good friend of mine, Tim Jahn, did an amazing piece on a local non-profit organization, Chicago Street Musicians. In short, CSM celebrates, recognizes, and organizes Chicago-area street musicians by educating the public by providing performance opportunities for street musicians. After watching Tim’s video, I came away with one thought I couldn’t shake – it was the idea of “Suprising and Delighting” your customers.
It’s a theme I’ve read about often and strive to include in everything I do. Think about your own business, your blog, even yourself as an individual – do you strive to go above and beyond what your community expects of you, or are you merely content with satisfaction? If you’re goal is to only meet and not exceed expectation, you’re aiming too low. Do something (it doesn’t take much) to leave a memorable impression on EVERYONE you interact with. To quote a related article:
“Your customer-service policy should be bend-over-backward – Adding features and benefits on a regular basis that surprise and delight your customers. It means getting them accustomed to being delighted every time they buy a product from you.” – Michael Masterson
The Chicago Street Musicians are offering the masses something unique, something unexpected, a breath of fresh air and a smile on a gloomy day, something to tap your feet to when the music inside your head seems lost. It’s something you want to write blogs about. It’s something that deserves to be shared with the world. That’s what the power of the unexpected is all about.
What can YOU do today to surprise and delight your readers and/or customers? How will YOU leave an impact?
