I just came across a couple of quotes that rather succinctly state the issue anyone using Social Media for marketing needs to keep in mind with respect to engagement with their customers. I think it comes from some of the activity surrounding a virtual Enterprise 2.0 Conference event. I picked them up in my tweet stream. I wasn’t able to attend, but found them because I have a continuing search on the hashtag #e2conf, which keeps me in the loop.
These two quotes appear to be traceable to Sameer Patel, a man I admire for his business savvy and knowledge of social media engagement. I have been using the tag line “People are talking. Are you listening?” His quotes are a bit longer than my tag line, but I think they state the issue rather well:
Part of the problem is trying to “control the message”. The conversation will happen with or without you.
This is one of the things that I’m trying to get across to some of the small businesses (I’m beginning with restaurants) I’ve been working with. The other line is even more important:
Your brand perception is now in the hands of strangers. Isn’t it time you got to know them?
This is so important for small retail establishments to understand. With the advent of services like Foursquare and Yelp, the conversations about their businesses are already taking place. They need to, at the very least, claim their venues in each of these and get involved in the conversation. If a customer has a bad experience, don’t you want to know about it? Don’t you want to have the opportunity to make it right . . . publicly?
It’s true and it’s only going to get “worse”. People ARE talking. Shouldn’t you at least be listening? Better yet, why not engage with them. I’m convinced the process will strengthen your relationships with your customers and do wonders to make you more accessible and easy to do business with.
Euan Semple is a friend of mine; at least in the sense we are “friends” on Facebook and we are “connected” and have engaged in an email conversation on LinkedIn. I also follow him on Twitter and read his blog (somewhat infrequently, I must confess). I know he’s read my blog at least once because he commented on a post of mine. We have not yet met face-to-face, nor have we had an actual conversation where we could hear each other’s voices (each others’ voice?), say . . . over the phone or with Skype.
This morning I came across an item on my Facebook wall from him. It was a link to a video of his Do Lecture, shared through his blog, “The Obvious?”. I don’t see too many things from Euan in Facebook, so it caught my attention. I clicked on it to open a tab with the link so I could view it later. Many times I don’t end up viewing the item I’ve set aside, but this time I did. I’m very glad too. You can listen yourself here.
Euan is probably best known for his introduction of forums, blogs, and wikis to the BBC and now spends his time advising organizations on how to integrate these and other “social” applications into their businesses. You can learn more about Euan from his blog or from his website.
As I’m writing this I see one of his friends has commented on the original Facebook post. She says she finds his talk bitter sweet, because he says what she’s been saying too . . . to no avail. I have to admit to feeling the same way, though I did manage to get some traction in changing the organization I spent nearly a quarter century with.
Euan clearly knows what makes an enterprise tick. He also is keenly aware of the numerous ways in which traditional organizations and management waste time and energy and, actually, hinder progress in most every enterprise that’s built on the traditional, hierarchical business model we’re all so familiar with.
I strongly suggest you listen to his lecture yourself. It’s only about a half-hour and it’s quite enlightening and entertaining. He’s a wonderful storyteller. I actually took some notes while I was listening – which is not like me at all – and here are some thoughts that stood out. I’d sure be interested in hearing any of yours.
Euan points out that fear of messiness is troubling. I forget his exact word, but I wrote down the thought it triggered for me, and that was fear of messiness stifles creativity and, therefore, innovation. In addressing the fear that using social media would get out of control, he reasonably points out we still need middlemen to make sense of all the data and information out there. I have heard the people I believe he’s talking about referred to as curators or gardeners. He goes on to point out what we don’t need are gate-keeping middlemen who add no value at all.
He makes quite a few points about culture and how best to deal with the inevitable resistance and fear one encounters when even talking about social media. One of them is a reference to the concept of Trojan mice, i.e. unobtrusive, small things that generate change through their adoption and use. Another comes from one of the few slides he used with words – “Easier to build a tool for the community than a community for the tool” – though he expresses a bit of distaste for the way many view communities. Here he points to the difference between conscripts and volunteers and, for me, invokes the value of emergence, that communities spring up from recognized, shared needs and desires, not from the dictate of management.
I think my favorite thing he talks about is the dreaded ROI argument; one I was beaten about the head and shoulders with for many years, both in terms of knowledge management and later regarding the use of social media (which I have argued elsewhere is what KM is really about; surely the kind of KM I’m most interested in!) to connect people. In a sense, it’s what the entire lecture is about, but he offers up what he calls a Scotsman’s tip about ROI – “Keep the I really small and no one will give you shit about the R”. I got a kick out of that.
So, please take a half hour of your time (plus however long it took you to read this far) and check his lecture out. It’s quite good. It helped me get to know Euan a little better, as well as reinforced my thoughts about so many things I don’t know where to begin. It is, indeed, bitter sweet for me as well.
Since my retirement from Pratt & Whitney Rocketdyne in 2010, I have spent quite a bit of energy on developing work as a social media marketer for small business, a business manager for an AI software development firm, and as an editor/proofreader for a number of business books and a couple of novels, as well as a two-year return engagement at Rocketdyne from 2015 to 2017.
I have decided to stop actively pursuing business in these fields and am now positioning myself to be a writer. I have done quite a bit of writing over the years, but I’ve never really attempted to make any money at it; at least not specifically. I’m starting out with a couple of memoirs and, currently, I’m studying the craft, creating a detailed outline and timeline, and honing my skills as a storyteller. Pretty sure I’ll be writing some fiction as well.
The views expressed herein are those of the author. Any opinions regarding the value or worth of particular business processes, tools, or procedures, whether at his former place of employment, at a current client's enterprise, or in general, are his responsibility alone.