My 12-Month Social Media for Solo Professional Service Firm Experience
December 13, 2008 by Mary Wynne-Wynter · Leave a Comment
RedShift:12-Month Social Media Experience
I realized that its been exactly 12 months since I decided to get involved with social media. I’d already been blogging for a number years, but prior social media experiments were disappointing. Its good that I gave it another chance.
There’s so much out there about how to use social media for professional and business benefit. It can be daunting to find the right information that you can relate to if you’re a small business or professional service provider just getting started. That’s why I wanted to present my experience as a story and a picture. I didn’t follow a plan; I just dove in.
The experiential, test and learn approach worked great for me and it was right that I waited until the social networking applications allowed users full control. If I made a mistake, or changed my mind, it was easy to edit or delete. I needed that.
I didn’t have a plan beyond wanting to connect with people and bring my content to a higher level, and I think that was a good thing. I developed my own social media models and tools as I learned and gained experience. The more I learned, on my own and from others that I connected with, the more clear I got about where I was going with social media and how it integrated with my my business. It was an iterative, not linear, progression. That’s typical for me, but that’s me. Success in social medial looks and feels different for everyone and there’s nothing wrong with figuring out what’s most valuable to you as you work with it.
My only strong recommendation is to not get bogged down in a lot of advance research or planning, or wanting to be like others. That’s because of the sheer volume of information out there and the huge numbers of people involved. Just start. You’ll figure it out as you go along.
I think that iterative processes and learning are better expressed in visuals and I’m hoping readers will relate to some of my activities and milestones in the diagram and hopefully can imagine their own. I’ve tried to illustrate how my social media experience for a small professional service firm is an ongoing, fluid work in process.
I’m pleased that I’ve built a good foundation and platform for growth, have new relationships with excellent people, and have expanded my personal and professional influence. The biggest return at this point is the content I’ve developed and integrated through repeatedly expressing my ideas, insights, beliefs and observations for my small, high quality and growing community.
The only cost was my time and its been well spent. In fact, after only 12 months, my social media experiment has morphed into my most important small business system. Its become the cornerstone of my intellectual and social capital development and hopefully, in the near future, a driver of increased awareness of my brand by people who need what I offer.
For small businesses and professional service providers in the connected and conceptual world, social media can definitely add to the Value of You!.
Social Networks Part 4: Quantitative ROI
October 6, 2008 by Mary Wynne-Wynter · Leave a Comment
RedShift Social Media-Network Model for Business
Businesses across all industries are paying more attention to social networks which are predicted to explode worldwide. Although clearly there’s tremendous opportunity and potential it can be overwhelming to grasp the rapid disruption happening and the voluminous information getting pushed out.
Decision makers need help discerning what’s valuable from what’s hype and in taking a direction that makes sense for them. My goal is to help them do that with a unique 4-stage map that is more strategy than tactics and more visual than wordy.
My posts on stages 1-3 are:
- Social Networks Part 1: Community Segmentation
- Social Networks Part 2: Integration
- Social Networks Part 3: Qualitative ROI
The purpose integral to my model is that businesses of all size increase their natural natural influence by using social networks to expand their social capital, brand awareness and sense response skills and abilities.
The quantifiable return in my model is the sum of actionable metrics that follow the qualitative experiential learning of the earlier phase. Its nearly impossible to assign a dollar figure to every social media action. Its more reasonable to present ROI as a story of the benefits of your social media initiative. What’s most important in the very organic world of social networks, is patiently directing the movement, or progression from one stage to the next and not losing commitment to authentic community relationship-building in the quest for ROI.
I developed this model to support a practical approach to social media with recommendations including:
- Determine if and how social networks can help you grow your business and/or improve profitability.
- Accept the disruption resulting from a shift from seller to buyer power.
- Involve people in the decision making process who will challenge assumptions and habitual responses to change and disruption.
- Understand that it will take two years to measure returns on integrating social networks, whether external, internal (behind the firewall), or both.
- Model natural and authentic communications both offline and online and give incentives for participation.
- Don’t wait, over-plan, over-control, micro-manage or over-analyze. Adopt a test and learn approach to social networks.
- Be open-minded and creative about results and metrics you choose to track, knowing that you could get an unexpected equivalent result, or something even better.
- If the above don’t convince you, consider the cost to your business of doing nothing.
Social Networks Part 1: Community Segmentation
September 19, 2008 by Mary Wynne-Wynter · Leave a Comment
I developed a knowledge zone framework for providing qualitative research products to high growth technology and media companies. It was a valuable approach because it helped clients identify change before it happened. The content they got helped them respond to sudden shifts and threats as well as to imagine future scenarios.
RedShift: Social Network Community Segmentation
I’m building upon that framework to help businesses interested in how they’ll integrate social networks into their existing business and marketing strategies and initiatives. These firms are also trying to understand exactly how they will create natural influence with their social network communities through conversation, dialog and collaboration.
In the past it was clear-cut:
- Get an offer in front of buyers who know what they want and who are ready to buy.
- Push special offers to buyers who are unsure.
- Push ads on everyone else, measure response rates, refine.
The temptation of course is to carry over some form of that old approach to social networking. But that will not only fail, it will alienate the community, which can include internal customers (employees) as well as channel partners. As markets move to absolute buyer power, sellers must be attuned to what underlies “latent” need or desire and find ways to communicate and “meet” these different community segments where they are.
Natural influence isn’t selling or advertising. Its exchanging yourself (the seller) with community members at different stages of knowledge, need and desire. Its subtle, indirect and 100% honest and authentic. Since it requires a shift in mindset, an online communication learning curve, and possibly new business models and back-end systems, many will find the change too daunting. If that’s the case, think about the opportunity cost of doing nothing and experiment on a small scale. But do so with commitment and immediacy.
Are you a star or an actor?
January 31, 2008 by Mary Wynne-Wynter · Comments Off
As solo psf’s, when we get caught up in the race to market ourselves and get ahead, we can sometimes lose sight of: “what business am I in?”.
I thought of this when reading the obituary of actress Suzanne Pleshette, who was a favorite, and even a role model of mine. She always stood out to me as down to earth, authentic, intelligent, sophisticated, witty, beautiful, ageless and a bit of a rebel. She knew who she was and the business she was in.
Time magazine film critic Richard Corliss wrote Sunday that she never achieved quite the stardom she deserved because she came along after Hollywood stopped making movies for the types of sophisticated female characters that she was born to play.
“I prefer to think of her as one of those stars who got away _ away from stardom, when the old dream factory forgot how to manufacture domestic glamour,” he wrote. “She had the goods, but at the wrong time.”
But to Pleshette, being a working actress with a long career was more important than being a star.
“I’m an actress, and that’s why I’m still here,” she said in a 1999 interview. “Anybody who has the illusion that you can have a career as long as I have and be a star is kidding themselves.”
A lot of the advice we seek out and accept as gospel, comes from high-visibility experts: popular bloggers, authors, academics etc. They’re the stars, and sometimes when we think of what success looks like, well, it looks like what the stars have: huge traffic to their sites, keynote speaking opportunities, darlings of the publishers and the press, sought out by the Fortune 50 clients. Its not a bad thing; who wouldn’t want that for themselves and their business?
The point is to not lose sight of what you do have right in front of you: unlimited opportunities to develop your practice by helping people and by affecting positive change; and doing so through your outstanding professional services that you provide to one client at a time. If you don’t have a client, do it anyway; use yourself as a case study. Its about being the great actor with the long career; if stardom follows, it will be icing on the cake.
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