Archive for Social Media
Everyone will tell you it is about Content, Stories and Targeting (Relevance) your audience. Well, sure it is, we have been talking about that since before the days of Moses. Just look at what Moses offered:
- He was born a Hebrew, he was one of them.
- Evidence to lead: He was practically king of Egypt
- His Call to Action was a better alternative to slavery, independence.
- During the journey at certain moments of truth he brought a few (10) plagues, parted a few seas and received the 10 Commandments to help form a nation.
This is not attempt to discredit Moses. I could have used the “marketing” campaign of our founding fathers that resulted in the creation of the United States. It is just an attempt to demonstrate that most “marketing” campaigns have contained the same successful platform for the last thousands of years. Today, marketers have taken this construct online with the tools that exist today.
I have always operated under the philosophy that the best indicator of future performance is past performance. We could argue this point, but I am betting my evidence on a few thousand years of history. What I do believe is communication happens at a more accelerated rate which causes change to happen quicker. Once when Moses campaign may take a lifetime, we now see an overthrow in Egypt materialize and happen in a short time span. It is the speed of communication.
There is another component that I believe that is happening that couples with the speed of communication, it is influence. We construct our present day messages with more data and information than ever thought possible (I have read that data can now predict where I will be (location) a year from now). As Kaiser Fung said in a Business901podcast (Framing Big Data Transcript):
Having the data and the numbers are really important. Like we said previously, completely trusting the numbers and the analysis is also very foolish. You need human intelligence to interpret these numbers. It is really an interplay of the numbers and your interpretation because ultimately, even though the numbers will never give us cause of information – they can never really tell you with certainty that A causes B, it would tell you that A is related to B. It is human interaction that is needed that kind of tie these things all together into a credible story. Forget the notion that you will find one story that is correct, and everything else is wrong. All we are trying to look for is a story that is our best story, given our constraints of what we can and what we cannot.
Even with all the data in the world, it is the influence of the person delivering that has the most significant effect on our decision. How do you gain that influence? How do you become an influencer? Is it by the number of connections? Is it by the books you have authored? Or, do we leave LinkedIn tell us?
I think it can be summed up in one word, participation. Are we participating in the conversation? Are we participating in doing the work? Are we participating helping to create outcomes? I think it goes past the Jobs To Be Done type thinking. It goes into what I have always termed playing in the customer’s playground. It requires additional influence that we gained with developing cooperative structure both internally and externally to the organization. It is not passive observation. It is participation.
This is what my new eBook CAP-Do (More Info) discusses, The change that is needed in the conversation between the supply and demand side. The change in structure of that overlapping responsibility. That area where we struggle to maintain balance between “whose job it is”. We must assume it is a joint responsibility versus drawing the line in the sand. It is not saying the customer is always right. It is not assuming the blame. It is about how we frame the opportunity to move from a solution type thinking to openness. We must be willing to be influenced before asking others to be influenced by us.
- if you meet someone who wants to accomplish something, and you want to accomplish something, the experience is meant to be dynamic
- Rely on the different skills and experience people bring to the table
- Essence and form are the two characteristics of a solid collaboration
However, the message Ken ends with “It all goes Back in the Box” maybe be the most important message that we need to take from collaboration. Not only personally but I would challenge organizations to think this way.
I am involved in several conferences each year, either in promotion, attending or speaking. I find many conference hosts are looking for that particular format, hot speaker or subject or a new venue to create a profitable event. Many of us look at our marketing the same way. Some of us call it a silver bullet, Dr. Deming called his version; “Instant pudding.”
I use conferences or workshops as an example because they are the most recognized event style marketing efforts. I also used this thought process, event driven marketing, when I first start working with clients. This allows us to complete a launch cycle either using Explore-Do-Check-Act (EDCA) or CAP Do (a version of PDCA). During the process, we may choose to do interviews, podcast, blogs, PR releases all very typical marketing tactics. At first glance, there is not a silver bullet. However, the silver bullet is in the execution. As Dr. Deming said, there is no “Instant Pudding.”
Many of these events are for trade organizations, and most of the work is done by volunteers. I am involved in one at the moment, The ASQ Charlotte Section Annual Conference 2013. Promoting the event and coordination is not easy as the committee members also have real jobs. This particular group has done a very good job and I look forward to participating in an outstanding conference. Review this blog post to get a taste of the process: Quality Conference of the Carolinas and a recent podcast, Is Influence your Path to the Leadership Table?.
What I have found about most events is the lack of building a path for information flow, and as a result, hindering the natural flow of marketing. Road blocks are put in place for people to access information and create flow. This mind map will give you a general idea. The mind map is not meant to be inclusive of all marketing efforts or distribution of content.
What I do for clients or what I believe a conference host should do is provide a bank of information resources that are very explicit on how they should be used. At a minimum, you should have a press release for the event and a brochure. Often times, duplicate content for press releases that center on individual tracks can be useful. I like to do interviews with key people for the event through YouTube or just a normal podcast. These items should be collected either in a Dropbox or a FTP account to share. At a minimum the links should be distributed.
How to make it viral? Your ability to provide a ready resource of information for the participants of the event is critical. It takes all stakeholders to include attendees to make an event successful. If you review the mindmap, you will see that each block contains online and offline branches. You must engage and set expectations for stakeholders to distribute through these channels. When you look at a list of speakers for your event do you provide them with a press release for their track? Sponsors often times provide the largest constituency of attendees. Do you create content directly aimed at that group? A deeper dive may be to provide attendees and sponsors ideas on how to get the most out of a conference. Such as the guidelines discussed in this blog post, Turning your Conference Learning into Action.
How does apply to regular marketing? Using event style marketing allows me to capture what clients are presently doing and apply it to something tangible. It may be something as simple as a webinar or in a grander scheme, a product launch. In a Lean way, we capture present marketing tactics (identify value add) and stakeholders (map value stream). Solidifying both into an uninterrupted flow (create flow) to create a viral network (establish pull). We repeat the cycle improving (seek perfection) on the next event. As Dr. Deming said, there is no “Instant Pudding.”