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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GO DEEP: Strong & Weak Ties – Your Genuine Challenge?

Strong Ties and Weak Ties

Strong Ties and Weak Ties

Once upon a time, there were “Strong Ties” and “Weak Ties” in business.

Strong Ties existed between you and your best customers. You interacted frequently and knew each other well. The bulk of your business was from and through these Strong Ties. It took some work. Maintaining them required a big investment of time and effort, but the benefits of business, the sharing of high-quality information, and the transfer of complex or “hidden” industry knowledge was well worth the effort.

Weak Ties were…well…weak. However, over time there was a declining ROI of time and effort in a network based on mostly Strong Ties. Weak Ties exposed you (and the Ties) to a broader span of knowledge, expertise and opportunity. Exposure to more diverse information and resources has been shown to drive higher rates of radical innovation, and be especially useful when you have a tough problem to crack.

How things stand today?
It’s complicated…
First, there are roughly 2 billion social media users in the world.

Billion…..with a B.

Second, according to McKinsey Global Institute, at least 70% of companies are using some form of social media. Online search and social media sites have increasingly become the primary, if not sole, source of information for individuals and businesses alike.  These have largely displaced traditional sources such as printed company literature, the Yellow Pages and business directories. Organizations no longer have control over what is disseminated about them. As one publication states, “most of what is said about the company will not be said by the company” (AT&T, 2011). In a recent global consumer survey by BrightLocal, 88% of respondents said that they place greater trust in other people’s online recommendations for products and services than in other sources. The significance of this is reflected in the growing popularity of consumer websites based almost entirely on personal reviews, such as TripAdvisor and Yelp, and the dominant role of consumer reviews on leading e-commerce sites such as Amazon, eBay, and Facebook Business pages.

OK, so Weak Ties are becoming more important, Strong Ties are evolving, and you have a business to run. What does this mean that you do?

  • You need to develop new relationship-based associations with your customers and other social media participants (All Ties…), especially to build and maintain brand loyalty and to manage or at least influence what is being said about you online. Instead of just disseminating information about the organization and its products, you need to actively participate in the discussions on social media sites and develop other methods to engage Internet users. Most people deal with information overload when surfing the Web or visiting social media sites, so you need to design and implement content and initiatives that are interesting, entertaining or thought-provoking, to capture and hold their attention.
  • You will also be judged by the way in which you respond to online customer feedback, especially negative comments or complaints. Your reputation is on the line here, since everyone on the Internet can observe the interaction and judge accordingly. You need to develop and maintain not just a brand but an online personality which is likeable and well-respected and with which individuals can develop a real sense of familiarity and emotional connection. It is now often argued that ROI on marketing should now be measured not in traditional sales terms, but in terms of “return on engagement”. What is important is a measurement of engagement or emotional investment in the brand, such as active participation on the company website or favorable references to it in blog posts. These not only translate into longer-term individual loyalty but also help to attract additional followers who may become fans and customers.
  • Key in both the B2B and the B2C social media contexts is the ability to identify and build relationships with “key influencers” in the business network or target market. Jay Baer writes about this topic regularly with keen insight. This observation returns us neatly to the concept of social networks and the concept of weak and strong ties. In order to achieve the desired business objectives, there is a need to plumb the mass of online users and identify those likely to have the greatest impact. Within social networks, for example, there are usually key individuals or “trusted experts” who have established a strong reputation in their field. You need to make positive connections with a few key influencers who will transmit positive information about you. This is likely to be much more effective a strategy, and much less resource-intensive, than direct relationship-building with large numbers of people in the target market. Similarly, when a business partner or expert is needed, it can be invaluable to locate and build a relationship first with a “critical enabler” or “trusted advisor” who can offer not only detailed knowledge of the relevant industry niche and its participants, but who also knows the key decision makers personally and can help arrange an introduction or advise on the best approach to them. The old saying, “It’s not what you know but who you know” applies.
  • Curtis & Lewis (2010) argue that in order to develop effective relationships with key enablers or other stakeholders, the principle of progressive reciprocity should be followed, in which something of value is offered to the other party at the outset, not just after an offer of help is secured. You might benefit from developing and maintaining strong ties with key influencers or critical enablers who are likely to provide ongoing value and benefits in return. At the same time, you should maintain a wider network of weak ties with other stakeholders who hold relevant knowledge, expertise or market influence. One strategy that is likely to be effective across the board is to establish the your company itself, or individuals within it, as trusted experts in a particular subject area, for example by publishing well-researched, informative articles or blog posts on relevant topics.
Business relationships in the early 21st century have become much less binary and much more fuzzy. Your opportunity here is to establish a bit of order out of the seeming chaos online, think differently about relationship-building and your VACC (Visitors/Audience/Customers/Community), and realize the untapped potential for explosive business growth this presents to you.

Go on……we’re waiting to hear from you!

FOCUS: Introducing a Summer Reading Sampler!

Summer Reading

Ah….summer reading!

I frequent the Conversation Agent blog published by Valeria Maltoni regularly, and take away more food for thought than I get from any other blog. She recently posted an article containing a Summer reading list. Heading into the last full month of summer (although here in the Pacific Northwest it actually feels like the first full month, as the summer to date has been rather cool and moist….), I felt this was a great idea and opportunity to bring to light a number of works I have or am reading and the ways they have enhanced by thoughts and are enriching who I am and making my business more worthwhile.

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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: 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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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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