| Social networking is on the forefront of every | | | | really real. This furthered the favored notion that |
| business person's mind these days. How do I use it? | | | | "figures lie and liars figure" as committed to great |
| How do I capitalize on it? How do I justify it versus | | | | sayings of history. |
| considering it creative loafing for my staffers? You | | | | Now, enter the computer. This super brain was |
| have heard all the buzz about MySpace, Facebook, | | | | supposed to help calculate large math problems, drive |
| Twitter, and LinkedIn. You may have even heard | | | | rocket ships to the moon, and forward standardized |
| about Squidoo and the seemingly thousands of other | | | | accounting practices in businesses around the world. |
| sites that are focused on connecting people to | | | | With the gained popularity in business, soon it was |
| people, people to causes, people to industries, even | | | | realized that computers could do much more including |
| people to businesses but you may have said, "Yea, | | | | assist with communication issues. Sending messages |
| well, I have a website. I don't need all the rest of | | | | from one side of the building to the other soon |
| that stuff!" | | | | became the select choice of sending one electronic |
| OK... I hate to break it to you but here is a reality | | | | message from one side of the globe to the other. |
| check. Music no longer comes on records and very | | | | Department talking to department, business talking to |
| few people read newspapers anymore. The same is | | | | business, all the while people talking to people with |
| becoming true of static websites with just a few | | | | important business and people talking to people with |
| pages of stuff that you consider interesting about | | | | small talk, chit chat, and friendly interpersonal |
| your product and a couple of pictures that haven't | | | | relationships that grew from one-on-one to group |
| been changed in a year or more. Your website should | | | | speak environments. |
| enable the consumer to interact with you product, | | | | Group speak environments began to realize that they |
| learn about food choices, sites you recommend to | | | | could focus on topics, around certain individuals, or |
| visit in the area, and why your beds are better for | | | | center on a cause. These fan clubs, neighborhoods, |
| your comfort and posture than your competitor's. | | | | and individuals connecting for a variety of reasons |
| Communicating through video, audio, podcasts, pdf | | | | soon migrated to newly designed social networking |
| files, ebooks, reports, and social network links is | | | | architecture forums and communities. Welcome to |
| critical to staying viable in today's world. Think about | | | | Facebook, MySpace, LinkedIn, along with Yahoo |
| it this way, what sells you more a still picture of a | | | | Groups, CompuServe communities, and others. |
| new car or a test drive in that same vehicle from the | | | | Futurist John Nesbit pointed out in his 1990's best |
| dealer? Because people are so busy, experiencing | | | | seller MegaTrends that the more high tech we as |
| communication overload, and now depending more | | | | humans become the more high touch our internal |
| and more on recommendations from their friends | | | | demands become. Thus, more high tech equates with |
| rather than research everything themselves, the rise | | | | more high touch. |
| and domination of mind space goes to social | | | | For a number of years we have experienced and |
| networking activities. | | | | embraced the high tech revolution that gives voice to |
| Hold it, let's stop here for a moment to reinforce | | | | the individual. Email, chat rooms, groups, all focus on |
| what you have known about people is still true. | | | | the individual voice being heard - sometimes not very |
| People are still people. They are still quirky. They still | | | | loud, sometimes not very well, but individual |
| have their opinions, even the unfounded ones, that | | | | nonetheless. Now, fast forward as we couple in more |
| they will defend until death or tomorrow, which ever | | | | technology advances with critical mass of individuals |
| comes first. You know, if you have been in the hotel | | | | wanting to voice their thoughts and you have the |
| or tourism business for any length of time that | | | | advent of social networking. |
| people are critical, many times impressed by silly little | | | | Social networking is today's electronic evolution of |
| things, and sometimes choose unpredictable | | | | the 1950's staple of talking to your neighbor over the |
| outcomes, just because they can. You also thought | | | | backyard fence. The individual was still valued, the |
| you knew that people were emotional, buy on | | | | news or information of the day was shared, and |
| emotion, and even though some of them try to | | | | quality value opinions were formed. While it was |
| appear very analytical, they are really superficial | | | | typically a one-on-one exchange, buying habits could |
| analytical and still connect deeply on an emotional | | | | be influenced, brand priorities could be adjusted based |
| level, even if they will not admit it. You also realize | | | | on another persons experience, and brand fortunes |
| that for your communication message to get across | | | | changed one little communication at a time. Social |
| to your targeted consumer you must continue to | | | | networking today works much the same as a |
| bombard that consumer with your message over and | | | | medium that can influence, change brand priorities |
| over until it finally cuts through the clutter and | | | | based on another persons experience with that |
| overload in that consumer's mind. Yes, advertising and | | | | brand, and via communication efforts brand fortunes |
| marketing is a repetitive, educational game that | | | | can be changed. The difference is many more people |
| usually requires a tremendous expenditure to produce | | | | connecting at once via a friends list or opt-in system |
| even dismal responses. You do all you can but | | | | and brand fortunes can be made or destroyed in a |
| success seems to elude you. | | | | few mere electronic seconds. Brands, including |
| Wait! Could the winning number finally be here? Is this | | | | personal brands, raised up or shot down faster than |
| social networking really better than winning the | | | | you can read this writing. |
| lottery? Is it some kind of hypnotic social mass | | | | Some people have thought that not having a |
| communication that really connects with people on an | | | | presence online in any form or at least not in the |
| individual basis? What about all those people that | | | | social networking portion of all things electronic will |
| respond to your brand, your choice, your individual | | | | eliminate them from harm. Frankly, think about the |
| product with loud-mouth whining and complaining | | | | last time you were wronged. Just because that |
| online that serves to diminish your brand and drives | | | | person or brand was not around, did it stop you |
| other potential consumers away from your business | | | | from relating your bad experience to someone else? |
| or industry? How do we even enter this fray let | | | | The same is true of your online and social networking |
| alone compete and become successful? Should we | | | | presence, no presence does not equate with no |
| just not try? | | | | talking about you. In football and many other arenas, |
| Don't play and have a zero chance of playing in the | | | | the best defense is considered to be a great |
| big leagues! Begin to play and do something, even if it | | | | offense. Social media is the same. Having a presence, |
| is wrong, and at least you will be suited up and ready | | | | interacting with your audience one member at a time, |
| to play in the big leagues after you swing and earn a | | | | and witnessing a no fear attitude are usually the |
| few strike outs or settle for a base hit rather than a | | | | better offenses. It also gives you a front row seat |
| home run. Here is an important thing to remember, | | | | to any complaints and rebuttals or actions your brand |
| even the best of players strike out some times but | | | | cares to take and, even more importantly, talk about |
| they tried, suited up, and took a swing at it with the | | | | to the others monitoring the situation. |
| potential of amazing results. Well, keep reading and I | | | | Imagine the hotel that has a guest complain that all |
| will share with you some secrets to producing your | | | | the floating equipment for the pool is already taken |
| early successes and to keep those successes coming | | | | and in use by other guests. Picture the fast acting |
| long into the future. Ready to learn and earn? Here | | | | manager sending a staffer to the local Walmart to |
| we go! | | | | purchase some additional items and returning within |
| First, people are people are people. No matter how | | | | minutes to the mother who is trying to satisfy her |
| unique they say they are, each has several similar | | | | children at the pool. This mother will tell all her online |
| emotional buttons that you can push to many times | | | | friends and family of the amazing efforts put forth |
| elicit the response you desire. Emotions are the first | | | | by the establishment, the manager, and the brand. |
| button. Emotions of warm and inviting bring forth the | | | | You will not only have a client for life but an array of |
| connection to home as a child, grandma's home, and | | | | multiple benefits soon to be realized from her |
| loving family memories. Help them recall those | | | | tweets, posts, and instant messages. Further, the |
| happier, less stressful times, and they will connect | | | | wise manager asks her to record a quick video |
| with you quicker. Earn that connection and they are | | | | sharing these sentiments so that the manager can |
| beginning to trust you. Trust and a call to action can | | | | post it on the brands' YouTube channel, even further |
| produce sales and income in your bank account. | | | | extending the reach and influence of her voice. Quite |
| A fair portion of people respond to ego. Massage | | | | literally, her voiced opinion could be influencing hearts |
| their ego with compliments of how smart they are | | | | and minds via this emotional selling moment for |
| to investigate and make this purchase or to save | | | | thousands of potential clients and years to come. |
| money for their family's needs with the inclusion of | | | | Smart, very smart! |
| your product in their lifestyle. Soon you will see their | | | | Consider the time and workforce oriented to working |
| psyche respond by trading some other item of | | | | and maintaining your social media outreach a very |
| perceived lesser value, their money, for your item(s) | | | | valuable investment. Savvy use of the array of |
| of greater value, a night on the town or a leisurely | | | | opportunities to connect with your target audience |
| trip to your noted rendezvous destination. The ego | | | | one-on-one via that huge communication media |
| compliment can also be addressed to them for | | | | channel of the Internet is awaiting you and your |
| another person with a message like she will really | | | | brand. Use it to chat. Use it to let your audience |
| love you for respecting her and taking such good | | | | know of your special offerings. Use it to survey your |
| care of her for a full, relaxing weekend in the city | | | | guests. Use it to offer off-season specials, business |
| without the kids. Now they both win and so will you | | | | packages, or even a package for a typically slow |
| as they favor you with their money. A number of | | | | night or weekend. You could even create your own |
| other secret triggers exist within your targeted | | | | special day, featured week, or event-centered |
| audience. All of them can produce a significant | | | | promotion like Official Gear Head Night where anyone |
| outpouring of money when enacted correctly with | | | | bringing in a spark plug receives a free 20 minute |
| your marketing strategy. | | | | massage to help you relax and get your sparks flying. |
| For instance, the lack and loss strategy. Hurry, now | | | | How about the Home Schooler Special to visit the |
| before this is completely sold out, it will be gone | | | | actual battlefields of Gettysburg and star in an actual |
| forever, and you know that if you don't act now | | | | reenactment of the battle, a once in a lifetime |
| then your future could be without a Valentine on this | | | | opportunity that your home schooler has to re-live |
| special day of the year. Those that bet on the stock | | | | history! |
| market and tried to tell you how smart they were | | | | Imagine your website or brand video channel |
| are reeling now from the losses, act now or you will | | | | featuring action-packed videos of tours of the |
| join them if you don't make your move now to | | | | Wright-Patterson Air Force Museum in Dayton, Ohio |
| invest in 24 karat gold bullion. Your dollar is losing | | | | which includes a teaser of an air show event that will |
| value, global exchanges are considering downgrading | | | | be coming up at the museum on a special date |
| the dollar, move to gold now and not only save what | | | | package your organization is preparing. Grab the |
| value you have now but improve your position as | | | | views of the Grand Canyon that stress in the audio |
| gold heads towards an all-time high. | | | | that you really have to be here to experience the full |
| Now that you have had a short review on triggers | | | | grandeur and majesty of the new overlooks and the |
| and secrets to moving your targeted audience into | | | | trails that lead down into the gorge. Share a mixture |
| the buying position for you, your brand, and the | | | | of video and still pictures of a cruise to Alaska that |
| specific benefits of your industry, it is time to revisit | | | | features a humpbacked whale inviting your target |
| the social media portion of your marketing plans but | | | | audience to come along, share the fun, and for |
| first, a short stroll down memory lane. You see, | | | | anyone that captures a picture of a live humpback |
| when newspapers entered the market and became | | | | whale playing in the water, they will win a $200 |
| the medium of choice, they eclipsed the town criers. | | | | discount off their next tour with you and your brand. |
| When radio entered the market and gained wide | | | | Audio's can also lend to the brand experience you |
| acceptance, they eclipsed the newspaper as the | | | | offer as you read a book, provide an audio copy of |
| standard. The same thing happened with television | | | | one of the great writing of Abraham Lincoln that can |
| eclipsing radio. Each time it was a new level of | | | | be listened to over and over including as you tour the |
| communication, a new method but communication | | | | Lincoln Memorial in Washington, D.C. on President's |
| between people never stopped. Oddly enough, | | | | Day this year. Include a free ebook about how to |
| newspaper, radio, and television were considered | | | | set up a tent and store your food in the woods to |
| mass media because they forwarded the | | | | keep wild animals away as you journey with us on a |
| communication message out to the public but did not | | | | special tour of the scenic Appalachian Trail. Enjoy this |
| establish a return communication loop to verify the | | | | retrospective collection of famous restaurants and |
| receipt of the message and the interaction for | | | | hotels of the world from the actual visits by our |
| questions and other needs to insure desired actions | | | | clients as you share the moments, just picture your |
| by the consumer. Without this portion of the | | | | own journey making its way into our collection to |
| communication loop, the verification of the message | | | | share with our family of clients. Please let us know |
| received, marketers could never be truly sure of the | | | | now where you will be going and when, then we will |
| receipt of the message and if the targeted audience | | | | look forward to having our team review your |
| actually understood what was trying to be | | | | pictures for the best moments to be included in our |
| communicated to them. | | | | Families, Food, and Historic Hotels Collection in |
| Along came call-out research, Arbitron ratings for | | | | Pictures. |
| radio, Nielsen rating for television, and other | | | | Literally, thousands of applications, some even |
| communication message verification like focus groups, | | | | potentially generating additional streams of revenue, |
| in-store survey's, and long-form printed questionnaires | | | | can be yours as you plan your marketing and include |
| being mailed out. All of these only took a scientifically | | | | offers and activities with social media, websites, |
| significant sample and extrapolated those numbers to | | | | video's, audio's, ebooks, and so much more. Let your |
| imply the entire survey size group. Still, marketers | | | | creativity explore the possibilities and remember to |
| had to trust statisticians and these bean-counters | | | | connect at the heart with your target market for |
| had to convince clients that all these numbers were | | | | incredible results! |