There are some CHANGES you should know about….

Changes

CHANGE – And Now For Something Different

Change signifies life and the movement through time we all take part in. The dual focus I have taken within this blog has been about things I have a long-time and deep abiding interest in AND the phenomenon we loosely and broadly call “social media” and the business and more human aspects of it.

As of this past few weeks my more business-focused writing will take place on the blog that is part of my new Social Sapiens site. Some of those will be cross-posted here (and vice versa…) as they have aspects of my passion for being human online or how what happens online impacts us in real life. I intend to continue to write for this blog in broader areas that include many of the things I’ve written about before, but that business owners and entrepreneurs may or may not find as directly pertinent to their bottom lines (although my hope is that the work published here will be valuable and thought-provoking to whomever takes the time to read and consider it…).

Please join me on my other blog soon, and keep your eye here for more articles too!

 

AUGUST SAMPLER: 5 Informative and Imaginative Posts For You!

The end of summer is upon us. These diverse articles will tickle your imagination and start you thinking about what your autumn online activities might be!

10 Social Media Myths

10 Social Media Myths

 Many times I must slip into “Mythbusters” Mode when speaking to groups about what’s real, what’s imaginary, and what’s merely perceived when it comes to social media. These 10 myths are not comprehensive, but they do cover many of the common misperceptions. If you have more questions, let me know!

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Still Waiting For That Expert “Top Ten” List?

Top Ten

Top 10!

It’s not all that hard to be different, because you are.

I made an observation recently in a meeting about the tension we have in each of us to both fit in and be utterly unique. This applies to individuals (this is America, after all…individuals are a huge, almost obsessive focus of our attention…) and to our businesses and relationships. As a professional, I explain this to colleagues and clients this way: When, for instance, there is someone out there looking for a real estate agent, you don’t want them to think, “I’m going to call XYZ Mondo Real Estate!” You want them to think, “I’m going to call Janine at XYZ Mondo Real Estate!” You really want to have that kind of relationship with your VACC (Visitors/Audience/Customers/Community). Even though you may be part of a much larger organization or collective, YOU want to stand out.

I have an identical challenge. I have inhabited the digital and social media environment for some time. I know from observation and experience that certain kinds of articles and posts get more “juice” than others, and humans like to categorize and organize information quickly. In his book “Thinking, Fast and Slow”, Daniel Kahneman describes the two systems with which our mind works. First, sensory inputs are fed into System 1. System 1 takes the inputs and makes initial sense out of them. System 1′ s analysis is then fed to System 2. System 2 is the primary component of what we consider consciousness. The processing by System 2 completes the analysis of information within your mind. System 1 works on the economy of effort, and System 2 is the sense-making system. System 1 is much more likely to be intuitive, make quick, easy judgment and classification, and use short-cuts. System 2 digs in, uses much more “fuel” and gets tired as a result (hence the brain’s desire to use System 1 as much as possible.). The book is a TERRIFIC read, by the way, and my explanation here is paltry when compared to the richness to be found there when considering how our minds work….

Getting back to my thread of purpose here, the untold numbers of articles, “listicles” and posts that may be found across the Internet may or may not help you in your profession, but our minds crave that kind of quick-and-easy, how-to, tips-and-tricks writing. I have published a few articles in that vein when I felt that it was the best way to present the information and that it would be most helpful in that way. The bulk of my writing, as you have probably noticed, does not follow that format. I prefer to cover topics referring to the cognitive work in which we, as entrepreneurs, professionals, business owners and intelligent citizens, need to engage in order to be intentional and successful in our endeavors. Once a month I do a post featuring a collection of the five best articles I read that month, but I try to ensure that works within my particular context and message….a large part of which is “Think, Consider and be Authentic” (there’s a reason I call my blog “Authentic Voice“….).

This is not necessarily the most popular way to approach a Business Blog. My focus is more about our humanity, our strengths and limitations, what is important in our lives and business, and taking to account that our work is to support our lives, and not the other way around.  Being human, and treating others as human, not only exposes you as authentic but allows the building of the kinds of relationships with those around you, and your VACC, that will result in the kind of success worth gaining.

I know that this kind of writing may not be to the taste of many people….like I said, our minds are wired to consider information in the most economical way possible, so using our System 2 is harder, and almost no one likes “harder.” My hope is that you find great value in what I write and that you derive good from it. If you find a single item from any of my articles that lifts your business, improves your relationships with your VACC, and allows you to work through a business or individual challenge, then I have succeeded.

There are likely other topics you would like to see more about. If so, leave a comment here or visit my Social Sapiens web site and tell me via the contact form…or even give me a call. We are truly reaching for the same kinds of things together.

FOCUS: Surviving Trust and Lies

Trustworthiness Global Poll from Hubspot

Trustworthiness Global Poll from Hubspot

Who do you trust?  No really…..
During my regular scouring of quality content this week I found an article by Ben Jacobson at Hubspot entitled “How to Build Trust Online: 7 Little Ways to Create a Trustworthy Website“. While the bulk of the article was about the things you could do to enhance the trustworthiness of your web site, it started me thinking about the characteristics of trustworthiness as it applies to Small-to-Medium-Business (SMB) owners and their Visitors/Audience/Customers/Community (VACC).

Trust is about being authentic in building relationships. Because we don’t come face-to-face with our VACC online, it can be very easy to forget their humanity. It is so important to remember this regularly, because building trust with the person sitting next to you at the Chamber of Commerce lunch or your next door neighbor is not that different.  It takes time, investment, provides some kind of value to both parties and consists of a lot of active listening…..among other things!

Take a look at the infographic from Hubspot at the top of this article from their recent research on trustworthiness. Half of us trust our doctors and firefighters. Why is that? No definitive answers (and half of us don’t!), but consider the role of these two professions in our lives. They can have life-or-death interventions in emergency situations, and we HAVE to trust them in those times. What are you going to do? Doubtfully send the firefighter away while your home burns down?!

Scan a bit further down and some of these results are….well, surprising. We trust professional musicians more than journalists. We trust our baristas (…wow…) more than investment bankers or stockbrokers. Marketers and salespeople are way down there, and yet we trust either of them more than the people we literally choose to represent us in government.  YIKES….

Circling back to my earlier assertion about authenticity, part of trust will be based upon the perception of truth-telling. What I mean by that is, for example, comparing my dentist and my stockbroker: what is the likelihood that this person will be transparent to me when asked a question? Is this person committed to what’s good for me as well as what may benefit them (most of us are OK with a “fair exchange of value”…)? How likely am I to get a complete and clear answer from them concerning our relationship, what they really need and/or want from me to do what’s right, and active listening on their part (and mine) when discussing those things?  Apparently, most of us will trust our dentist more (although it looks like I might have better luck with a teacher….a pretty gratifying statistic, as an educator….).

Another article I read this week from Valerie Maltoni entitled “How Good Leaders Tell if Someone is Lying” discussed some unnerving data about how comfortable we are with lying and how frequently we do so in our everyday activities. Lying is so ingrained into our culture and behavior, and influenced by our being uncomfortable with the truth (and what others think of us…) that the incidence and unconscious aspect of it was surprising to me. While the article speaks to ways of helping us learn the truth as leaders, I believe it also correlates highly to real and perceived truth-telling in the role relationships mentioned earlier. There are certainly situations in the lives of every person who holds a role listed in the infographic where exposing the unvarnished truth to another person or persons becomes a matter of self-preservation (probably the highest likelihood of NOT telling the truth…), through embarrassment, self-incrimination (no one wants to get caught doing something immoral, illegal or fattening…) to various degrees of trying to look good in front of others. What drives a lie is a constant swirling mix in each person and situation, although there is a lot of analysis written to try to figure it out and nail it down, for our own good and the good of our society.

So if a basis of trust is authenticity, what does look like to your business?

Over-sharing is not authenticity, for sure. That can make the communication all about you and will likely scare the daylights out of your VACC. Instead, communicate like you converse. While you want to showcase your professionalism (so watch your spelling and grammar!), you don’t want your posts or other writing come sound like it was written by a robot or a “marketing chatbot”. Stay away from trite phrases, overused and vague words”, and pretty much anything that isn’t part of your unique voice. It remains my firm belief that one of the most valuable tools in your business’s online toolbox is your unique voice. If you’re not sure what that is or how to express it online, get some expert help and start building up your strengths.

Another strong factor is that of social proof. The Wikipedia definition is, “Social proof, also known as informational social influence, is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. This effect is prominent in ambiguous social situations where people are unable to determine the appropriate mode of behavior, and is driven by the assumption that surrounding people possess more knowledge about the situation.” What that means is that it plays a big role in trust. Online, it looks like testimonials, Likes, shares and comments, fewer stock photos and more photos of real people (preferably those in your organization or close network…), “Featured in…” logos and links, and so on. It is word-of-mouth, referral marketing, but in the context of what is doable and of value online. Studies have shown that people are more likely to consider and buy from businesses that others they know and trust. To the degree you can enlist the help of your VACC in this endeavor, you build the trust of others in you and what value you actually deliver.

One last thing you can do that will help build trust: make the relationship you’re working on about your VACC and not about you. Place their businesses, their lives and their stories at the center of your attention. As humans, we are attracted to stories…..really good stories, well told, with ourselves (or others LIKE ourselves..) at the center. Your VACC will be turned off by a constant stream of “here’s what my company is all about and the solutions we deliver and why you need to buy from us RIGHT NOW!” Instead, publish stories about empowerment where the VACC is the hero. Highlight one of your best customers in a story…..not only will they LOVE the free positive exposure for them and their business, but you may end up with an unpaid evangelist for your business.

If you’re looking at your pipeline and your existing VACC and want to deepen the level of trust with them, you’re already looking down the right path.

Need help with this? Let’s talk!

FOCUS: The Trouble with Your Audience

Audience Research and Stage Fright

Is this you in front of your audience?

Can there be stage fright when there’s no stage?

In a previous life, I was a professional musician. Thanks to my family and predisposition for wanting attention as a kid, I have been lucky when it comes to getting butterflies in my stomach before going before groups. A certain amount of “on edge” is good, since it helps me to focus (I have to be careful about amping up too hard, but that’s another story…). However, over the years I have met many more people for whom performing or speaking to a group, regardless of the size or safety of that group, is met with the same enthusiasm as a long overdue, serious discussion with their dentist (apologies to dentists everywhere….).

Do all the hard research. Discover where your audience is living online. Figure out what they’re passionate about and how you can provide them with some world-class, relevant, useful, valuable and entertaining stuff. Create and start executing on your plan.  Great!

So, now you’ve got a problem, although it’s a good one to have. You’ve set some expectations for these folks. You need to deliver…..consistently. Maybe not every single hit will be “out of the park”, but most of them need to be. Now the stage fright starts to set in, right? what if you’ve already delivered what you think is the best that you have to offer? What then?

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March: It’s Here with Spring, Brackets and Expert Info!

Another bumper crop of great information published by a number of sites this month, so let’s dig in!

1 billion posts!

1 billion posts!

  • How To Improve Facebook Engagement: Insights From 1bn Posts :: This set of data, inhaled and analyzed by the good folks at BuzzSumo, provides some head-scratching information around what you may have thought was THE way to engage on Facebook.  While correlation is not causation, and they even wonder why some of the data shows what they show, it can provide you with some things to try. Remember, though, your audience may not act like others, so test these things out before gluing them into your plan.

Facebook Content Discovery...

  • Facebook Vs. Google: Is Facebook Winning The Content Discovery War?  :: Another great data-driven post from BuzzSumo! This one focuses on how Internet users (and Facebook users in particular) are finding the interesting stuff they want to consume…..and Facebook is coming out ahead! So should you publish on your blog and web site and SEO the daylights out of it ($$$?), or post to your Facebook Business Page? Your mileage may vary, but the data are showing that you may be discovered more readily on Facebook.

Fifty Features for Small Business Web Sites

  • 50 Features Every Small Business Website Must Have [Infographic] :: The 3 primary issues I come across with my customers when it comes to their web sites are: (1) They don’t have one, (2) They have one they built themselves, and it REALLY looks like it….., and (3) They have a web site that was last touched about 2009! This infographic gives you a high-level snapshot of what you need at a very base level for your small business site. I always recommend that you engage a web designer who understands current design trends and technologies, works with your business’ requirements BUT doesn’t skimp, and can point you to partners who can do basic SEO and social media integration (not to mention point you to a seasoned social media and digital strategy resource, too….without a plan, this is much less likely to work).

Twitter is Important!

  • Here’s Why Twitter is so Important, to Everyone  :: Facebook seems to be in everyone’s faces all of the time. To many of my clients, Twitter appears either irrelevant, inappropriate or just plain scary (the fire-hose effect can seem intimidating…). But the thing that drives that fire-hose is the real-time feed, and therein lies the value of this channel. In this article Andrew Hutchinson (someone well worth following online, by the way…), he outlines why you might want to pay closer attention to what Twitter can do for you.
Successful Brands on Social Media

Successful Brands on Social Media

  • What Makes Brands Really Successful on Social Media  :: So, who DOESN’T want to be a successful brand on Social Media? In this article you can find out how some of the most successful brands do it, then figure out how that can be re-purposed for your business. Learn from the best, but don’t just do something because someone else does…..test it, measure it and make sure it works for your business and your audience!
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Is Your Tribe Remarkable, Unfocused or Mainstream?

Which Tribe do you belong to?

That seems to be an over-riding, occasionally unsaid, concern in our society. Conservative or Liberal? Religious or Agnostic? One percent or ninety-nine percent? Blue collar or white-collar? Introvert or extrovert? College Graduate? Technical? Gender? Race? We have innumerable ways of identifying, classifying and limiting the understanding of ourselves and those around us.  Labels and categories carry assumptions and expectations, whether they’re true or not. And how much of this relies upon context? It’s something that has challenged our species for all time and it doesn’t seem to be getting better….

That’s a pretty broad brush with which to start a conversation.

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The Truth About Revealing Your Customers’ Wishes

Personalized MarketingHow do you crawl into the heads of your customers?
The answer to that question is what’s really at the heart of any successful business. There is an entire industry built around researching customers, numerous methodologies to discern what they see as a good, bad or “Meh…” experience or product, and how to improve that experience (or ‘manage‘ it, in the terminology of the industry). I marvel at the ambition and sheer chutzpah of companies and consultants who aim at controlling people’s behavior via marketing, sales and customer support. Big data, social psychometrics, networking behavior, deep psychological studies and historical patterns can give some great insights, but we’re talking about people….and people are notoriously fickle. In these times when a customer experience or journey takes them online and off-line, as well as through numerous stages of relationships with companies, trying to maintain the thread of great experience, moving to deeper engagement and eventual sales and referrals….well, needless to say, it takes a lot of work.

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Obsessed With Success for 2016? It’s Almost Here!

Is there an actual name for the time between Christmas and New Years? If there isn’t, there should be…..it always feels just plain weird to me.

That said, it’s that time when I take a look back, past the shredded wrapping paper, immense amount of food and goodies, emergency trips and 2016 business planning to the Top Five Posts for December. There’s always a lot to be learned and reminded of, and these articles do the trick!

Lots O' Social Media

Lots O’ Social Media

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The Truth About the Hidden Lives of Your Audience

This was a very tough week.

Having your own business and balancing family and holidays is a lot of work. Throw in a death in the family and an unforeseen trip to Iowa from Seattle (and all the turmoil that entails…), and trying to get back in the groove seems insurmountable.

Consider this when you are crafting messages, boosting posts, networking, writing blog posts, speaking with customers and colleagues, and going through your usual day. What is the likelihood that any one of these people has “other stuff happening” in their lives? How does this affect how you reach out to them? How do you create, curate, and communicate online (and connect off-line…) in such a way that, while remaining relevant to those who are all right at this time, also takes into account those who are struggling in some way? This core authenticity, how you remain effectively Human (the foundation of Human-to-Human or #H2H marketing) online is both a strength in building relationships with people, and can make you truly different and more easily discernible through the noise that is the Internet.

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