NON MANIPULATIVE SOCIAL MEDIA THAT WORKS

Today's world is very different than the one us baby boomers grew up in.  Marketing was used as an euphemism for selling unless you were academically inclined.  Now marketing means data mining and all sorts of clever studies to help manipulate prospects more effectively.  Social media seems to many very flighty, but apparently another form of manipulation.  Or maybe it is a tool with a life of its own.

This book is in two sections--one is about being awesome and the other about not being awesome.  You can learn something positive from both sections, but the author seems to be catering to the fact that people fall into the two tracks of either starting from positive or from negative.

Scott brings a different perspective.  Social Media can be like other forms of manipulation, but there can be another dimension.  You can engage with real people and you might find his philosophy works even outside social media   Social media doesn't make a company bad or good, but it does amplify what they already are.   A previous book, "Unmarketing" introduced me to his philosophy and ideas.  You can read about it at  http://www.therealjohndavidson.com/2012/01/unmarketing-marketing-for-future.html

Social media offers new opportunities for businesses to develop customer relations.  As Scott points out most businesses know how they should respond to phone calls, but too often ignore social media messages.  They should be treated as quickly as possible whether positive or negative.  Positive messages should be acknowledged and of course negative messages require serious attention.  Often negative messages (complaints) occur on other sites, but can be monitored.

Scott used an example of someone I know, Chris Farias who received some poor treatment from a company he was dealing with that started a chain of negative social media.  At a more local level Chris was involved in a misleading venture for my family.  Chris actually gave out what we all thought was a heavily discounted meal at a local restaurant that turned out to be a big letdown.  Chris took it personally and supported us on social media and I notice that restaurant is no longer there.

All business decisions seem to revolve around ROI (return on investment).  Social media can be difficult to correlate investment with efforts to results, but Scott gives some convincing examples of how it can be very positive.  Or negative if you don't do it right.  A quote from Scott to remember, "If we don't value conversation we will never see why we need to use social media."

Statistics are abundant on social media, but can be misleading.   For example someone with 1000 followers may have only 10% online at any given time and only 10% of those will see a particular tweet and when down to that only about 10% of them will click on a link.  A tweet or Facebook posting can have a limited shelf life.  Although it may take an effort to develop positive relationships online it is very possible to wreck your network with a poor choice of a posting.

There are plenty of examples and tips anchored by his philosophy.  One of the highlights for me was when Scott was on his way to make another point he revealed Newt Gingrich for the pompous know it all he really is.

Scott has been a front line worker and realizes they are often the poorest paid and least appreciated of employees, but represent the company to most consumers.  They should be selectively hired, properly trained and above all appreciated.

After reading what twitter can do it makes one want to get more involved.  There is more to it than learning where people eat lunch.

To find out more check out his website:  http://www.unmarketing.com

Unmarketing--marketing for the future?

My daughter, Heather has a habit of giving me mind opening books. "Unmarketing" is yet another example for which I am grateful.

Scott Stratten is known as a social media expert. I think he has gone beyond that and has much to say to anyone who thinks they are engaged in selling. Engagement is the key. Marketing seems to me to be two things--numbers and refined numbers. Numbers is straight forward--whatever you do, do more of it to reach a bigger audience more often. Refined numbers is trying to categorize people and develop a pitch or presentation that is tailored for profitable niches.

Oversimplified perhaps, but Scott has taken his experience with social media and put it back towards traditional marketing. For some people social media is just an extension of regular marketing where if you send out more messages and maybe fine-tune what you are saying and to whom, you will increase sales. Misses the point. Social media is an opportunity to engage prospects. Engaging essentially means a two way conversation that might not always directly deal with what you are trying to sell. Building relationships is really what you are trying to do.

A key quote from Scott is "If you believe business is built on relationships, make building them your business." Always look for opportunities to engage.

In many of his chapters he puts himself in the role of the potential buyer. As knowledgeable salespeople we often figure we know so much more about the product we are pushing, that other people are a bit dumb if they don't understand the opportunity we are offering them. At the same time in reality we try to avoid rejection and are reluctant to waste our time on obviously unlikely buyers.  Another perspective on understanding prospects:  http://www.therealjohndavidson.com/2011/07/salemans-introspection-as-buyer.html

If you are always preaching you are turning away people who potentially have an interest in what you are selling or know someone who does. Every contact point is an opportunity to engage.

His advice can apply to big companies or small start-ups. Asking your audience what you need to stop doing, what you should start doing and what you should continue doing will tell you what you need to think hard about.

Trying to build a following can be demanding. Quantity and quality can make a difference. To start conversations you need to reply to other people's concerns, raise questions and be authentic. Some people find it is too demanding and resort to automatic tweeting where your tweets are spaced out. Scott feels if you aren't there to respond your audience will soon realize you are not authentic. Honesty is the best way to deal with this. It is ok to delegate to someone, but it is necessary that they be identifiable.

He is very comfortable with a retail environment. A common occurence in retail outlets when approaching people looking around your store is "I'm just looking." Scott sees this as an opportunity to engage with minimal pressure. He suggests you hand out general interest sheets along the line of "10 things to look for when considering buying...." Have a newsletter that gives consumer tips that anyone can benefit from.

He has some interesting things to say about trade shows. They too are opportunities to engage. Make your booth a welcoming place, one that will make passers-by not feel you have other things you would rather do. Every person going by is somehow connected to someone higher in the buying chain. Scott has some practical ideas how social media can be used to draw interested people to a show and also when at the show to attract traffic to your booth and engage your fellow exhibitors. One of the interesting possibilities is that some of the "strangers" visiting can turn out to be your social media acquaintances.  Some other thoughts on trade shows:  http://www.therealjohndavidson.com/2012/01/trade-shows-where-customers-come-to.html

Social media is not isolated from other efforts to promote your business, but can not only support your marketing, but can also help guide it. My little review does not really do justice to the book where you will find a strong underlying philosophy with lots of practical advice. Get the book by all means and check out his website; http://www.unmarketing.com/ On there you can get his current thoughts and follow him on social media.