Why your social media plan needs gurus and storytellers
Nov 21st
By Srinivas Rao, Contributing {grow} Columnist
A few weeks ago Laura Click wrote a really interesting post questioning “who really is a social media expert?“ I’ve never been a big fan of the term and the self-proclaimed ninjas, rockstars, and gurus cause the social web to seem like a giant pyramid scheme. But Laura’s post hit on a key point that organizations and individuals should consider:
“Yes, the “gurus” may have a keen understanding of the tools or know-how to build large networks for themselves, but many don’t know how social media fits into an overall marketing strategy or how to tie their efforts to real results.”
I’m a storyteller, not a strategist
Anytime I get on the phone with a business who wants to hire me to do some social media work and they ask me about, analysis, measurement tools and anything that has to do with numbers I tell them “I’m an Indian person who is lousy at math. Contrary to popular belief we’re not all good with numbers.” My strength is the ability to tell great stories, and create content. Does that mean I’m useless? Absolutely not … and it’s because there is a digital divide emerging.
The Digital Divide
In the digital divide I see two distinctly different and valuable groups. The first group consists of people who really understand how social media fits into an overall marketing strategy (but may lack the storytelling/creative abilities). The second group consists of content creators who may not have the analytical business background but can masterfully deliver an experience that makes people hang on their every word. I think the future lies is in connecting these two groups.
Look to “Gurus” for guidance not gospel
You shouldn’t follow anybody’s advice to the letter. Formulas are designed to manufacture the same thing over and and over again. Following a social media formula or playbook is a recipe for mediocrity.
You could eat the same cereal Seth Godin eats for breakfast, drink the same coffee, and do your writing on the same computer, and you’ll never be Seth Godin. This is because you’re not Seth. Look to the experts for guidance, not gospel.
There’s a difference between tribe members and cult members. Cult members never question anything and follow advice blindly. They drink the “Kool-aid.” Tribe members support the leaders but are also capable of thinking on their own. They bring new ideas and insights into the tribe.
Hire a Strategist and a Storyteller
The person who wrote the movie script is not responsible for putting together the trailer, spreading the word online, and the driving ticket sales. The job of the screenwriter is to do what he or she does best, write an amazing script. The job of the director is to translate that script into an amazing story. Nobody would call Steven Spielberg and say “hey, do you mind sitting down and analyzing the ROI of our social media efforts on this film?”
Most corporate blogs are awful while many personal blogs (written by us starving artists) are amazing. The solution to this problem is obvious. Marry the two. Hire a strategist and a storyteller. Bring in a seasoned marketer who really gets how to tie social media to an overall marketing strategy. Then hire somebody who understands how to tell a story without making an audience want to gouge their eyes out.
I think that key to getting value from blogs and other social media properties is combining strategy and good storytelling. Right now most organizations are only focused on the strategy, and if they happened to be good at storytelling that’s probably what is setting them apart.
Individuals have a voice like never before and if organizations want to reap the benefits of these voices, then let them tell their stories. Free your story-tellers from the red tape that turns corporate blogs into digital graveyards. If brands can learn to embrace the amazing storytellers on the social web and connect them to an overall marketing strategy, I believe the value of an organization’s social media efforts will increase dramatically.
Agree?
Srinivas Rao writes about the things you should have learned in school, but never did and his the host-co founder of BlogcastFM. You can follow him on twitter @skooloflife
6 Factors that turn social media strategy into RESULTS
Oct 14th
After working as a marketing consultant for more than a decade, I know how exhilarating it is when a client really executes well on a strategy.
Unfortunately, I too often see deeply-embedded cultural baggage weighing down a company’s full potential to succeed. Here are the common elements that make the difference between a strategy document gathering dust on a shelf or becoming a dynamic business driver:
1) Active executive sponsorship
I was recently brought in to do a social media strategy workshop with a big health care company. The president of the company greeted me and said “I know we need to do this. We are counting on you to lead us in the right direction.” Not only did she verbally demonstrate support, she was actively engaged in the entire meeting and led the part of the program determining next steps. This active leadership is CRITICAL to organizational change.
There is no such thing as a grassroots cultural change. The person at the top must “get it” and make people accountable for the change. Measurable expectations for change must be driven into performance objectives. Here is the most important thing a leader can do to keep the change going week to week: Ask questions about it in staff meetings.
2) Immersive learning
“Can you just do this for us?”
When I hear that question, I know my client is not ready to commit to the organizational change needed to make a social media strategy work.
The big difference between a company “checking the box” and one that is really being transformed is that people are rolling up their sleeves and learning by doing. They’re not out-sourcing tweets and blog posts. They’re making “content” and customer engagement central to the company’s marketing mission and adjusting job requirements accordingly.
This is excruciatingly difficult. For 100 years, we have been conditioned to pay an advertising agency to handle our customer media and then sit back and wait for something to happen. Certainly advertising is still an important part of the marketing formula. But a content strategy must be organically linked to some extent between employees and customers for it to “take” in the company culture.
3) Patience + Resources
Starting a social media strategy from scratch is like putting a soccer team together while the game is underway — you still have a business to run. Certain players will rise or fall, certain strategies will work or be abandoned as we adjust to the competition and the reaction from the market.
To persevere in this rather chaotic transition, a team should be provided with the appropriate amount of resources and enough patience to allow them to gel and perform. The change is not sustainable if it is simply an “add on” to an already full plate. You wouldn’t take a cross-country trip in a broken-down car running out of gas. The first few miles might be fine, but for the long-term you need to have a vehicle and the fuel to help you get to your goal.
4) Focus
Chasing the shiny red ball is a strategy killer. If you have done the upfront research and planning, you should be confident in following a plan long enough to give it a chance to make an impact. Shifting priorities without following through on a plan will waste time and money faster than anything else.
5) Creative application
A few years ago, I might not have made this such a priority. Back then, it was probably novel enough just being on the social web! But today, everyone has a blog. Everyone has a Facebook page. Are you devoting creative resources to these efforts to really stand out and deliver the goods for your customers? That is becoming increasingly difficult isn’t it?
6) Measurement aligned with goals
Repeat after me. “I will measure my marketing efforts.” In today’s data-filled world, there is no reason NOT to measure. It’s just this simple: How do you know your strategy is working if you don’t measure? Don’t get caught up in the endless ROI debate. Pick meaningful KPI’s that are helping to move the needle for your business objectives.
Well that’s my take on what it takes to make a social media strategy work. What’s your view? Which one of these is the most important to you?
Business icons courtesy BigStock.com
Please. Make me feel something!
Aug 15th
By Mars Dorian, Contributing {grow} Columnist
Recently, I watched a talk that blew my mind. It was called “Why the best companies make you feel something”.
The speaker, John Kearon, dubbed as the “Steve Jobs of Market Research,” asked the audience which of the following states contributed the most to the success of an advertisement:
A) Purely Logical
B) Logical and emotional
C) Purely emotional
You’d probably pick B like most did, but Kearon claims that PURE emotion is the sole buying decision influencer — because it’s targeting
your oldest and most powerful part of the brain – the fight-or-flight REPTILIAN BRAIN. Grrrrrrr.
And in order to create the strongest reaction (e.g. making people ACT on your calls to actions), you have to create something that either pisses them off or excites them.
Kearon left his speech with a bold claim (I’m paraphrasing): ”We are feeling creatures. Content matters so much LESS than you think it does. Do something shocking or exhilarating in your marketing, but don’t be bland. If people feel nothing, they do nothing.”
Whether that’s 100% true or not, it made me think about my digital career so far. It also reminded me of this popular quote in the branding world:
“WE ARE NOT THINKING MACHINES THAT FEEL;
RATHER, WE ARE FEELING MACHINES THAT THINK.”
– ANTONIO DAMASIO
This order is important.
When I write with more FIRE (aka passion), I get more shares and comments. When I create work that’s more edgy and over-the-top,
I get more (and better) clients.
When you say that’s totally unreasonable, you’re abso-fricking-lutely right. But we humans are unreasonable creatures by default:
Buying a car for 60,000 bucks is unreasonable. The main reason for getting a car is that it takes you from point A to point B
faster and more conveniently than your feet. But who cares? A Kia simply doesn’t make you feel the way a Mercedes does.
What about the iPad ? (Ahh, no example without Apple. Those bastards.) When it launched no one needed it. It was too impractical to create work with it (that’s what the Mac’s for), and the app choice was rather meager back then. But people bought it like it has the cure for death inside. Because it wasn’t YOU who bought it — it was your emotive reptilian brain again. Grrrrr.
Oh let’s forget those high-class products … just look at what kind of content people spread virally online. Cats that fart and hiccup at the same time or a father that pierces his daughter’s laptop with a 44?
Come on, that kind of content has ZERO value, but it DOES evoke a strong emotional reaction in you, whether it’s laughter or disgust.
Totally unreasonable, but totally emotional.
Here’s my claim – in these social media times when everyone’s OBSESSED with stats and data, and how-to content, maybe it’s time to remember WHOM we are doing this all for — real, human beings. With reptilian brains.
Try it out for yourself — instead of worrying just about the content, focus more intensely on the emotional part of your marketing strategies :
How to infuse more emotional OOOOMPH into your marketing
- Be “too.” Some people say my site is too cartoonish and colorful – it looks more like a comic geek’s lair than a visual marketing biz. Well, they’re obviously not my clients. I attract the RIGHT clients who luv that style. What about you — what can you make “too?” Too edgy, too colorful, too friendly? Too over-the-top design? Find those edges. And walk right up to them.
- Concentrate on the feeling benefit of your products and services. Show pictures, words and/or videos of how people feel after they bought your product or services. What’s the state you want them to feel?
- Write visual. Using lots of latin-based words makes your ego think you’re one smart something, but it has the emotional power of a vacuum instruction manual. The easier it is to grab your sentences, the more your audience can picture it. And if they can “picture” it, they can feel it. Ambulate this direction? No. Walk this way.
- Include conflict. Me versus them. Our group against theirs. Your past self versus your new one. Whenever we include conflict and contrasts in our content, sparks fly. And emotions arise.
- Surprise. Email clients when they least expect it. Personally welcome every new subscriber to your email list. Send your best customers a real card on special occasions. Create a video for your brand that no one would expect (but still relates to the brand.) When that works, you have their full attention, and you can do something with it.
Remember what Kearon said: If people feel nothing, they do nothing.
So, go beyond the numbers and how-tos, and create an emotional response to make people ACT on your calls to action!
Have you tried this in your company? Are you going to try it now? How are you going to make me feel something?
Mars Dorian describes himself as a creative marketeer with a moon-melting passion for human potential and technology. You can follow his adventures at www.marsdorian.com/
Original illustrations by the author.
The Social Media Minefield: Five factors blocking your success
Jul 29th
When I work with clients on marketing strategies, we spend a lot of time working through the hurdles to implementation success, particularly if it is a large, bureacratic company.
Part of the process is to have a brain-storming session to think through all of the factors that could cause our ideas to fail. Then, one by one, we come up with proactive countermeasures to knock out those landmines before they blow our plans to pieces.
One Fortune 500 company I have been working with has been aggressively moving its marketing team into the digital age. They reported to me that no matter where they go in the world, the same five factors come up over and over again. As I compare this to my experiences working with organizations of every size and type, I think these five factors are universal. These seem to be the same obstacles EVERYBODY is struggling with:
1) Budget and resources
“We already have a full plate. We don’t have time for something new.”
“We’ll let the intern do it.”
“This will have to wait until next year’s budgeting cycle.”
2) ROI – KPI
“Until you can demonstrate an ROI for this, the project is on hold.”
“Social media is fine if you can fit this into our existing measurement dashboard.”
“We need to make social media a profit center that pulls its own weight.”
3) IT – Tech support
“Shouldn’t the IT department own social media strategy?”
“We’re too busy figuring out cloud computing to help with your Facebook app.”
“The IT department budget is fixed on project work like infrastructure.”
4) Legal and regulatory
“Federal guidelines prohibit us from having a social media presence.”
“The Legal Department will have to approve everything we publish each day.”
“The legal risk of responding to consumers is far too great. Say nothing.”
5) Culture and change management
“Facebook is for kids. This is not something for our company.”
“I tried Twitter and I hated it. Nobody on the board uses it either so our company doesn’t need it.”
“Our company is very successful with what we have been doing for years. If it isn’t broken, why fix it?”
Sound familiar?
Of these, “Culture” is the most pervasive challenge. It’s sort of an umbrella problem for all of these issues because even if you fix the others, if the company culture doesn’t align with the requirements of being a “social organization,” you will never create sustainable change.
As you create marketing plans for your own business — or if your current efforts are stagnating — maybe it’s time to step back and look at your own “landmines” that are keeping you from your goals. Focusing on removing the internal roadblocks will give you the only chance of long-term marketing success.
This takes time and patience, but if you don’t do this hard work upfront, even the most brilliant plan is destined for a slow, painful failure.
How does this resonate with you? How are you dealing with your Social Media Minefield?
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