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Imagine that moment when you know that your life is slipping away?
Imagine that moment when you think about all the things you SHOULD HAVE done?
Legacy is a word that is often neglected until it is too late. I spent this weekend looking after my Uncle who lost his wife recently; we talked about their life, we talked about family and we talked about his regrets. He had been married for over 50 years, yet even having 50 years of a love to share together...he still had regrets.
When I was driving back it made me think about how lucky we are; we have the ability to create a legacy online every day of our lives.
If you saw your tweets, posts, photos as your legacy what would you do differently? (Tweet this)
The passion that you would use is often the part that is missing from people's social media.
So this week treat each word, each photo, each update as part of your legacy.....that way your content will have meaning to you and that way your content will have meaning to others.
Anna Farmery speaks with Tara Gentile, a fabulous speaker on creating value for customers and thus growing your business. Before we get to the interview, remember little cartoon Bob has put together a free guide to what creates a social business which you can download for free here; you also receive a weekly letter from me which follows up on some of the themes from the podcast.
How And finally the listener of the week Ryan Spence - a goodie bag is on it's way to you to say a BIG THANK YOU!
For your chance to win just share this post! (Tweet this)
If you use a different podcatcher then you can subscribe using the following RSS Feed
Has business really been through a technological revolution? I am not so sure.....
I had a conversation with Mark Schaeffer this week and this formed part of our discussion. We read about the digital age and how social technology has changed the way business works. Sure.....the way we work has changed BUT I would argue that the largest impact on business is not the technology we use.....but how we think as business leaders.
The social age has been a mindset more than a technological revolution. (Tweet this)
This social mindset revolution has been driven by technology; allowing customers a much greater voice and choice in who they buy from.....but the ultimate effect on business is the shift in the way they think about business.
The mindset shift is even greater than the technological shift for businesses. (Tweet this)
Because the technology helps business too...it reduces cost, simplifies communication, creates market opportunities. Business to a large extent benefits and likes technology.
The mindset change is much harder to make because business has to recognise that power lies in openness, transparency and the strength of their networks; all things that leaders have subconciously feared! Business has historically been built on the opposite to a large extent. Business leaders feel uncomfortable making this change because it means rethinking their business model.
Power used to be created by knowledge controlled from within your company; power is now created through the sharing of knowledge outside the company.
Sharing brings risk; a risk of getting things wrong, of being judged, of putting your heart on the line.
The falsehood is that power was ever created through knowledge. It was always the sharing, it is just that it was the company that decided what to share, now the consumer decides what has a shareability factor. Nothing is sacred to a company, if you don't share then the market will find someone else.
Technology has been the enabler of this power shift but the revolution centers on how business think, act and react.
Business needs to change from hierarchical structures to social circles. (Tweet this)
Business need to recognise the social element of leadership.(Download social business guide here)
Business needs to create networked structures rather than functional boxes.
The question is not whether you are brave enough to join the mindset revolution BUT whether you are brave enough NOT TO!
The world is changing, business must change to adapt to this new social model of business.
Isn't social marketing often overwhelming? So many social sites, so many people who could be our customer, so many tips and tricks to learn.....let me just sit down and take a sip of water; it's exhausting just typing about it!
Ever wished their was a social media magic wand that you could wave that brought all the right people to your site? I know I have.....
Well, here is a little magic wand that can help you deliver a better quality of visitors to your website. The best part is that it is just one word...a magic word....no, not abradacabra!...it is something else....
But before I share this secret word, I want to tell you about it's power....
The problem we face in a globalised world is choice. Consumers have an array of choices when they are purchasing; we have an array of social tool choices for our social marketing. An abundance of choice sounds great however it can feel too much.....customers can feel as overwhelmed as we do within our businesses.
Now here is the magic word that if used will alleviate all the pain, all those feelings of being overwhelmed and all those headaches on how to use social media....
FOCUS. And despite the fact it ryhmes with hocus pocus, it is true; a magical word that brings success. (Tweet this)
Once you focus your activity (and of course create great content!) your website traffic increases and more importantly your sales conversion rate soars.
So what do we need to focus upon?
Focus is under constant pressure from outside influences; budgets, time, social media consumption, internal issues...the list goes on.
It is your role to manage focus. See focus as your extra team member. Set goals, mentor people on how to focus, be specific in your actions, understand that focus needs managing and development.
You see, focus is a great employee but it often brings it's cousin - 'unfocused' to work...and unfocused is a bit of a rebel! He lurks in corridors encouraging too many goals, too many product lines, expanding thep potential market and creating too many actions which are not related to the brand vision.
As much as we love family - please make sure unfocused is not allowed to come to his cousin's place of work!
No matter how much content you produce or how often you tweet....nothing happens. No engagement. No increase in website traffic. No sales growth. Why?
You dream of a blog post going viral and those emails promising a six figure income monthly income from your website coming true.
So you keep at it.....but still nothing.
Often the problem centers around your approach. For instance, do you know someone who is extremely needy? Who is so desperate to be liked that they agree with everyone, they push into conversations and try so hard to be liked....?
They have a good heart and their desire to be liked is a worthy aim....the problem is that they don't see what others need; they act on what they need.
Often they don't know or like themselves enough to be themselves; they feel they have to be someone else.
Businesses using social marketing can be that needy friend; they want to be liked so much that they try to hard. They want to gain connections; that they try to be everything to all instead of something to someone. They put their own needs first subconsciously, rather than consciously putting aside their need to provide value to others.
If your social media activity or content marketing is not working for you, double check whether you are have become a needy friend inadvertently, ask yourself
The point is that we can actually trying too hard and in doing so we push people away. A social audit of our own activity can highlight when we are using social marketing rather than being social as part of our marketing tactics.
In my weekly letter this week to subscribers, I talked about the need for dedication, dedication to a cause bigger than yourself, dedication to doing the right thing when no one is looking. This is a great example of focused dedication; continually checking that you are being social rather than doing social. (Tweet this)
A little Bob-o-graphic to keep close to your computer....to help that self audit.
Social business may be a new phrase; but don't be fooled. Social business is nothing new.
Indeed I would argue that social business is about stripping business back to it's core; back to it's humanity. (Tweet this)
Indeed when I do social workshops with teams, it is less about learning new techniques for them...and more about unlearning the complexity of the last 50 years!
Social business is a mindset, a culture which sees all stakeholders as part of the business.
But how do you expand from a business mindset to a social business mindset?
Well, I like to use the acronym B.R.I.C.K.S to explain the attributes that you need to spread across all functions; from marketing to production, from design to consultancy, from sales to innovation.(You can access Bob's Guide to Social Business here)
It stands for:
Building value together. Recognising that value does not have to be purely created internally. Value is created from outside sources as well. Think crowdsourcing, crowdfunding, self-production etc ....value is stronger when it includes all parts of your sales cycle: from supply to production to delivery to sales.
Reinventing is a constant. You cannot wait to change; you must evolve each day, each hour, each moment to keep surprising, to keep your service fresh and relevant.
Influencing is not about bosses; influences can come from anywhere. Production might have an idea for finance, customers may have an idea for innovation, suppliers might have a new technology to revolutionise the market. Influence is about listening, learning and adapting.
Contributing is a part of the customer mindset. They have a voice to recommend, they have hands to make or suggest, they have eyes to spot problem areas or oppotunities to exploit. Thinking that you know best is not right, you don't....you only know the best way to succeed is to listen and learn.
Keeping the core values even when you it makes no commercial sense. Values are part of what you sell. Value is created partly through values. People judge you not just on what you say or do but how you make them feel!
Servicing is part of all our roles. We are all part of public service. We must value service to each other and service to the market. Service is not a department it is a mindset.
The question is how do we take what we have learned from social media to ALL aspects of our business. How can we add a social element to ALL that we do? How do we add cooperation to ALL that we do? How do we lead to add power to a network of people rather than add power to a role?
We need to give up control to gain control. We don't need to own ideas, own property, own 'people'....we need to develop a network of access to all those things instead.
There are many business myths that annoy me. Myths are often created by consultants who want to make business complicated, beware those kind of myths.
Here are some of the myths that I have come across whilst leading social marketing and social leadership
workshops during the last month
Business myths are often excuses. Business myths are not fact. Business myths are testing your resolve. Business myths are there to be broken.
Why not download Bob's Guide to Social Business and start dispelling those business myths today!