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.
Natural Influence
June 5, 2008 by Mary Wynne-Wynter · Leave a Comment
People expect results from personal, professional and organizational change programs.
Individuals, executives and business owners make the connection that shifting beliefs, relying on presence and not just strategy, and responding to problems from a higher emotional and social IQ aligns with their personal and organizational bigger games.
But I often hear some version of the question “to what end?”. There’s a need to experience some positive result that reinforces the work of change.
I suggest noticing your natural influence and realizing it as a wonderful, and often unexpected benefit of increased self-awareness.
I call it natural influence as derived from the root meaning “flow into” and contrast it to the more widely used meaning that I label “artificial influence”.
Relating to others with natural influence may feel soft and vulnerable and “too easy” at first, but its an authentic point of power for communications leadership, building trust, gaining support and developing and deepening relationships.
Stories about the positive impact of natural influence that I’ve recently heard, or personally experienced include:
- job interviewing
- giving a business presentation
- submitting a thesis proposal
- attending couples counseling
- expanding social network
- negotiating personal finance
- sales and marketing
- gaining project and program support
- providing feedback and review
- a new blog
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May 22, 2008 by Mary Wynne-Wynter · Leave a Comment
I recently posted about how changing beliefs is an easier response than trying to change external conditions over which we have little or no control. There’s a lot of mass-marketed self-help, new-age type advice and even coaching schools of thought that make light of unwanted beliefs that drive our experience in the wrong way, and that tell us to simply will and affirm these pesky “gremlins” away.
But anyone wanting a greater life experience through awareness has been challenged to change what I call the default response to change triggers. You can be in the midst of performing a mundane activity and suddenly realize that you’ve been mentally dress-rehearsing an unwanted scenario for the past 10 minutes and you wonder “where did that come from?”. Or you immediately regret something you said or did and can’t even imagine what possessed you, although it has a kernel of familiarity.
But just like we can re-boot, re-program and de-bug our computer operating systems, we can do the same with our infinitely complex neurology and neurochemistry by identifying the old instructions and replacing them. And we have the advantage of having feelings that will point us to these operating system beliefs, or “code” because they’re well hidden and were chosen by us, either consciously or unconsciously, as fail-safes.
There’s no one-size fits all formula for how feelings, default responses and beliefs track together and keep us stuck in a cycle. But I do often get asked to provide examples; so I’ve charted some that I’ve seen come up in myself and in others and that I know, once identified, can be cleared and followed by transformation and surprising positive results for both individuals and organizations. Its not a matter of will, but of choice.
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