Thursday, April 26, 2012

Social Media Is About Cultivating Community, Not Corralling Cattle

In the Relationship Era, Sales Tactics Drive Consumers Away

Share276
Were you ever in a public place and became aware that a guy nearby was frantically scribbling in a notebook, a disheveled lunatic madly writing as if the future of the world depended on his accumulated observations? Yeah, that was me yesterday. Not being the curious onlooker. I was the lunatic.
I was scribbling notes in some documents prepared for client of mine -- never mind which -- by his agency partners, never mind whom. The documents were outlining social-media strategy. Here was one sentence that caught my eye: "Marketers are using social media to drive loyalty and repeat transactions." Then came the delineation of a three-point strategy, the first two points of which -- cultivating community and conversation -- made perfect sense in the obvious ways. Then came Point 3: "Convert conversations into transactions that support business objectives."
Cut to me in close-up: Scribbling, scribbling, scribbling like a madman. Because what I'd just read was so classically the mentality of unreconstructed Mad Men. Though designed to reassure clients about the efficacy of social marketing, it was terrible advice. (What you're now reading is a transcription, minus the blotted ink and spittle, of my own.)
Yes, we are all of us in business with transactions in mind. Yes, more transactions are almost always better than fewer transactions. Yes, we hope our social media efforts -- like everything else we do -- will be followed by more people purchasing our goods and services. Indeed, if you succeed in forging relationships with your various constituencies, and you are open and honest and share (i.e., in both directions) compelling and relevant stuff, loyalty and trust will grow and from that will flow more business at lowers acquisition costs.
But if you are cultivating community and conversation for the purpose of corralling cattle into the slaughterhouse, you are not engaging in a social strategy. You are engaging in a sales strategy, which is pretty close to the antithesis of social marketing. We are in the Relationship Era. This is no time for manipulation.
If you believe luring friends and confidants to your social space is the right way to set up a business relationship, why take half measures? Join Amway. Don’t forget the motivational tapes.
A second document prepared for my client proposed a content strategy, much of which was pretty much dead on. Yet it included a large component of content focusing not on the community, and not on the general concerns of the category, but on the brand itself. What its history is. How to use it. How special it is. Blah. Blah. Blah. You know what that stuff is called? It's called "advertising." Also, when it excessively dominates the conversation, "bad manners."
Welcome to our home! Please be our guest. Let's get to know one another. But first: Let us tell you how great we are. We are soooo great, in the following ways….
Sounds like a super fun evening.
When "The Human Element" finally emerges next year, my co-author Doug Levy and I will list the mounting evidence of the inverse relationship in the Relationship Era between brandedness and engagement. The harder you try to sell, the more you scare -- or simply bore -- people away. This central truth is not difficult for brands to understand, but for some reason it is hard for them to internalize and act upon. What is first required is to embrace social relationship-building not as the latest marketing fad, or even as a new reality that has been forced upon you, but as a means to revaluate who you are, what you stand for and why you are in business in the first place.
If the only answer is "more transactions," the future will not be kind to you. You may not wind up on a park bench filling notebooks, but you sure won't keep many friends.

ABOUT THE AUTHOR
Bob Garfield, now a consultant, has reported on advertising, marketing and media for 28 years.

Friday, April 6, 2012

Creating a Powerful Personal Brand

Entrepreneurs in Austin get a special opportunity every March.  It's Rise Week and features networking events and information sessions on everything from using video effectively to tax information to brand building for small businesses.  Below are notes from a session we attended presented by Marny Lifshen about the importance of building a personal brand.


Creating a Powerful Personal Brand
Just like products, people have a brand.  It’s important to have a powerful personal brand.  Think of people who are brands.  Some examples would be Oprah, Howard Stern and Sarah Palin.  Come up with two to three statements about what you want to be known for. 
Include:
·         Special talents
·         What you are like to work with or interact with

Your personal brand is built upon experiences and perceptions.  People will talk about the experience they have with you often more than they will talk about your product.  If you’re a great lawyer but you’re a jerk to work with people will relay that to others.  It will impact your bottom line.  Your technical abilities are important but people have to have a good experience with you.  This is why it’s important to learn how people perceive you and make changes and adjustments.

To have a powerful personal brand, you must be:
·         Authentic
·         Distinct
·         Consistent

Being distinct tends to be the most challenging for people.  You cannot get mixed up with your competitors.

BEING THE FRONT MAN OR WOMAN IS PART OF THE JOB WHEN YOU OWN A BUSINESS. YOU MUST BUILD THE SKILLS.

It’s also important to note your personal and professional brands are linked.  Think about Tiger Woods, for example.  You cannot separate them.  You have to be who you are.  You, as an individual, are your own company.  Think of yourself as a company.  You are building your brand all of the time.  Take a hard look at your Facebook.  What you do and say impacts your professional brand.  Think about Anthony Weiner.  Brands are lasting and hard to change.  Your brand precedes you. A lack of a brand also precedes you.  No brand can be as bad as a negative brand.

Ask yourself:
·         What is my brand today?
·         Am I out of touch?

Other things that impact your brand:    
·         Your physical appearance
·         The company you keep
·         Your reputation
·         Your demeanor

In terms of personal appearance, it is one of the most important things when it comes to making a first impression.  For women, it’s especially important to look modern and wear age-appropriate clothing.  Plain and simple, dressing appropriately is a sign of respect.  You’ll never be uncomfortable if you are the best dressed in the room.  Evaluate and update your appearance.  Dress the part.

In terms of the company you keep, assess your network.  Who is in your inner circle?  What does your network say about you?  Do you need to make some adjustments there?

Other points:
·         Identify your brand heroes
·         Look for leadership opportunities
·         Find/utilize mentors
·         Embrace your strengths
·         Address your weaknesses

You need to know what you are really good at doing.  Ask others to be honest with you about how you are perceived.  Talk to your mentors and previous co-workers (don’t ask your spouse or current co-workers or staff).  Keep in mind people will tread lightly.

Finally, 93 percent of our communication is non-verbal (body language, tone, facial expression).  Seven percent of our communication is verbal (the words we use or choose).  When you text or email, you are leaving 93 percent of the message on the table.  Why would you do this when a phone call or an in-person conversation puts you at 100 percent?

Best Practices-Kendra & Cocktails


Pickie Pie Productions facilitated the partnering of Fleming’s Prime Steakhouse & Wine Bar with Kendra Scott Designs on an event which featured drinks from Fleming’s new cocktail menu, Kendra’s spring jewelry line and benefited Lifeworks, a local non-profit.  The event, called Kendra & Cocktails, was held in the private dining room at the Downtown Austin Fleming’s at 320 E. 2nd Street from 6:00-8:00 pm on Thursday, April 5, 2012. 

Kendra Scott:
Kendra Scott is an Austin-based jewelry company whose founder and namesake is a local celebrity in her own right with boutiques in Austin, Beverly Hills and Dallas.  She has a tremendous following among fashionistas and women in the 25-45 demographic not only throughout Texas but nationally.  Her jewelry is often spotted on prominent celebrities and is featured often in publications such as InStyle Magazine, Lucky and Glamour.
Kendra Scott & Fleming's Operating Partmer James Cooke

Entry Fee & Dining Credit:
Guests paid a $25.00 entry fee which was good for two cocktails and heavy appetizers prepared for them  by Chef Erick Nixon.  Fleming’s turned around and donated the entry fee received from guests to Lifeworks.  A $25.00 dining credit was given to attendees who stayed for dinner after the event.


Cocktails:
Fleming’s provided a choice from three cocktails from the new menu with a beautiful table display and bartenders in the room shaking them up in front of a beautiful backdrop provided by Kendra Scott.  Guests were given two drink tickets when they paid their fee at entry.

Shopping & Activities:
Jewelry from Kendra Scott’s spring line was on display and for sale at the event.  Kendra Scott donated a portion of jewelry sales to Lifeworks.  Guests also enjoyed mini-blow outs and updos from NY Vixen Hairstyles and make up touch ups from Just Jill Cosmetics, both local businesses.  Beijo Bags and Just Jill Cosmetics were also available for purchase.

Kendra & Cocktails Event
Raffle:
Guests had their name entered into a raffle for a number of great prizes including Fleming’s gift cards, jewelry from Kendra Scott, a facial, makeup and hair treatments by filling out the Friend-of-Fleming’s cards as they entered the event.  This allowed Fleming’s to capture their information for future use.  Kendra and James Cooke, the Operating Partner at the Downtown Austin Fleming’s, drew names throughout the evening for the raffle prizes, adding an element of fun and surprise to the event.

Pre-Event Promotion & Event Coverage:
Kendra & Cocktails was promoted via various social media outlets, electronic and print publications and television (click here for video link).  The non-profit component of the event made promotion much easier to secure. 
YNN's Anne Hudson, Kendra Scott, Chef Erick Nixon & YNN's Eddie Garcia
The event was also promoted through Kendra Scott’s email database and social media and by Lifeworks database and social media.  Reporters from several publications also attended the event with cameras or photographers.  Fleming’s also hired a photographer for the event.  Post-event coverage is expected in a number of publications along with social media.
 
Fundraising:
Fleming’s donated close to $2,000.00 from collected entry fees to Lifeworks in addition the portion of sales donated by Kendra Scott.

Overview:
This was a highly successful event for the Downtown Austin Fleming’s on many levels.  Not only did it get the restaurant press but it aligned the restaurant with a key non-profit (Lifeworks) and one of Austin’s most-highly successful business women (Kendra Scott), celebrities and brands.  The event also appealed to the 25-45 female demographic of Austin which has a high disposable income, purchasing power and allegiance to brands which they feel value them and support their causes and interests.  Guests had a very positive experience.  The room remained full all the way up to the stop time and many guests stayed for dinner.