Just This Once
February 22, 2010 by Mary Wynne-Wynter · Comments Off
It used to be called “getting over” but you don’t hear that expression anymore. You expect it in the public so that’s not getting over. You join the private to get away from it and resent it when it shows up, which it does, more than ever. Some now call it hustle.
- The moderator continually requests that participants keep their comments within the topic, framework and agenda but the hand keeps going up and the interruption is “just this once”.
- The group’s charter includes never using the group for business solicitation or self-promotion and a new member tries to sneak one in that’s barely camouflaged and the interruption is “just this once”.
- The professional service provider provides free, search-able access to ideas, solutions and content but the uncommitted client interrupts to ask for and discuss what’s already easily available “just this once”.
This self-management technique is the best way to discern if you’re the perp or the victim of getting over. Ask yourself “what would this look like if everyone chose to do this just this once?” The key word is choose. Don’t choose or settle for the wrong hustle, unless you’re Superfly.
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!.
Business and Social Media: A Non-linear Process
November 16, 2008 by Mary Wynne-Wynter · Leave a Comment
Social Media:Community Snapshot
Social media will increasingly become more important to businesses that must find new ways to gain influence and increase attention share in peer-to-peer (friends) networks.
However, the strategies being developed to help companies accomplish this are often loosely based on a traditional sales and marketing funnel analogy, identifying community members as:
- visitors
- prospects
- leads
- opportunities
- customers
The funnel goal is to focus efforts on the people who are most likely to be influenced to take action and move them through the funnel.
This is an effective social network model but is based on assumptions that are not applicable for many businesses. The graphic simply illustrates a non-linear social community model as a connected group of people, including a tiny percentage who talk and a very large percentage who listen only, and who all have latent needs. Often, that’s it!
In this model, people (peers) who listen only to other people (peers and brand) may be just as likely to be influenced as the small percentage of people (peers) who talk. And there’s no way of knowing what the brand (people) can do to facilitate that. It requires experiential learning.
Because many communities look and act like this, its critical that business social media strategies differentiate assumptions from myths and not base their quest for quantitative metrics and ROI on those myths. Its harder to do that than it sounds because we individually and collectively (culture) identify with what’s worked in the past. Its what we “know”.
But success could mean testing many assumptions about the 95% of community members who listen only, and learning how to earn their attention and better understand them. Compared to traditional marketing methods, its a less clear, test and learn approach, dependent more on time than money. But that should not mean a casual or haphazard, half-hearted approach to social media.
Regardless of how tentative you feel about it, or how small you start, take it seriously. This is the future, and whatever the size of your business, an important decision you’ll make and change that you’ll lead.
Business and Social Media:The Computing Shift
November 11, 2008 by Mary Wynne-Wynter · Leave a Comment
Social Media and Business:Computing Shift
Business Users & Social Media:Creating Natural Influence
There’s little doubt that the coming explosion of social media will greatly impact how businesses will interact in the future. The problem is that many of us who will influence businesses through our consulting, speaking and writing are mostly talking to each other and preaching to the choir so to speak.
The general consensus is that authentic communications, not technology, must drive social media initiatives. I agree with that. But the more I talk to traditional businesses of all sizes, the more I hear concerns about the short and long-term integration of internal and external social networking with their enterprise systems.
So I’ve been following Microsoft’s direction as they re-position their business and enterprise systems for social computing on the server platform, the cloud platform and combinations of those. I don’t approach projects from the technical side but I’ve come around to the importance of aligning social media strategies with corporate computing strategies. That means understanding how both are evolving and corresponding, as well as following Microsoft’s direction.
The graphics show my preference for shifting power to end users by giving them the choice, independence and synchronized data inherent in cloud models. Although this is an ideal, its likely a long way off for most traditional businesses. I don’t need to be in I.T. to understand the implications and that none of these proposed enterprise system change models are simple.
But I do think that an effective traditional business social media strategy must incorporate the clients’ enterprise systems: what they have now, what they plan for the long-term and Microsoft’s social computing direction. For business social media initiatives, technology doesn’t lead, but it matters.
Social Media and the Medical Device Industry
November 8, 2008 by Mary Wynne-Wynter · Leave a Comment
Social Media - Medical Device Industry
I have a former background in machine-tool, as a controller and later, a partner. A key market was medical device which has continued to grow, 6% annually in the U.S., which manufactures a large percentage of global product.
Despite industry consolidation, approximately 80% of the more than 8,000 U.S. medical device firms employ less than 50 people. What they lack in resources, they can make up in agility and responsiveness to highly specific customer needs and requirements which include R&D partnerships and new market applications for existing products and processes.
Success for the small medical device manufacturer requires continual research, a focus on promotion, internal knowledge sharing and collaborative partnerships. For these reasons, as well as their insistence on getting the biggest (measurable) bang for their media investments, medical device companies can greatly benefit from social media.
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 3: Qualitative ROI
October 2, 2008 by Mary Wynne-Wynter · Leave a Comment
Return on Natural Influence - RO(n)L
In previous posts I’ve talked about Social Networks: The Pre-requisites, a model for Social Network Community Segmentation, and also Integrating Social Media and Networks (using RedShift as a case study).
Clients, of course, want to understand the ROI, in quantitative metrics, of their investment in social media and networks. That’s understandably important to them.
But its helpful to first understand ROI from a qualitative perspective to ensure that there’s a success path that makes sense and that can be simply and effectively communicated to gain support and participation. If you can’t do that, you could go the wrong way and reach a dead end when you try to quantify the return on your social network investments.
Its important to understand that the link between your investment and the quantifiable return is “indirect”. You need a map to get from one to another.
Three major roads on the RO(n)I map are:
- Social Capital: shared information, support and strengthened ties that facilitate business actions and inter-actions.
- Brand Awareness: the cumulative trust-building effect of proving the brand promise, demonstrating the brand message and building the personal/business reputation.
- Sense Response: unique individual and collective skills and abilities that result from practicing a new way of listening and interacting so that you respond to change before it happens and unmet needs before they’re expressed.
The map may have different signs and paths, depending on your specific business and industry. But having one is critical to avoid getting lost in a failed social network initiative.
Social Networks Part 2: Integration
October 1, 2008 by Mary Wynne-Wynter · Leave a Comment
Social media integration for solo professionals
I don’t believe in over planning an entre’ into social media and networks. In fact I encourage clients to jump right in and experiment. But even with an experiential approach, I recommend integrating social media and networks by focusing on the value your business provides.
For example, I offer a menu of consulting, coaching and creative programs from which clients can choose. Yet each program is designed and developed to deliver the benefit of natural influence which can show up in many positive ways.
So as I merged social media and networks into the RedShift business and marketing models, I honored my Web 2.0 holon strategy, which means that my unique core value and message stayed central to my relationship and community building social network investment. Even when I’m micro-blogging about a topic that’s seemingly trivial or personal or light-hearted, I’m authentically coming from “that place” and as “that person”.
Integral means: what’s good for my clients is also good for me. After several months of social media experimentation, three specific benefits emerged:
- Social Capital
- Brand Awareness
- Sense Response
I’ll go more deeply into these benefits in my next post: Social media and networks: RO(n)I – Return on Natural Influence
Use visuals to simplify and clarify.
August 26, 2008 by Mary Wynne-Wynter · Leave a Comment
RedShift: Natural influence expansion in the connected world
Most of the popular small business advice is tailored to product companies. That’s because service firms are always more challenging to define and differentiate without creating complexity which then leads to confusion. And that confusion will increase as new small and solo professional service firms are founded by generalists, multiple careerists and encore careerists.
The nimble solo psf’s are uniquely able to create services for evolving markets that emerge from disruption, convergence and shifting demographics. Their challenge is to simply and effectively communicate who they are, where they’re going and how they help their clients.
If I can’t easily explain my content, I step back, formulate a question that I think needs to be answered and then convey that answer in some visual format. I give my right brain the right of way so to speak. I know its a highly effective method for gaining “creative clarity” and I use it extensively and successfully in client work.
Here’s a recent example of mine. To improve my ability to more clearly communicate RedShfit’s benefits to my clients and community, the question I asked myself is: How do RedShift programs create natural influence and why is that good?
By creating the graphic, I let my right brain (mostly) give me the answer.
You don’t need high-end graphics skills to do this; a whiteboard sketch is great. I used CmapTools for the natural influence concept map.
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Naturally influence the sales call
August 25, 2008 by Mary Wynne-Wynter · Leave a Comment
If you’re in professional services you’re hearing some version of this when you make a sales call: “All this blogging and social networking and having conversations is too much work, too expensive, giving my expertise away for free and just another passing fad. I need to get good leads because I know I can close the business if I have the leads. So I want you to help me with a business development plan so that I meet my business and life goals and objectives.”
In the past, I’d be immediately mentally rehearsing my exit thinking “they’re clueless, don’t waste your time, there’s nothing here.” I’m now practicing a better response by being be present with, open to and curious about these potential clients. My approach is to meet them where they are and drop any attachment to getting their business. I don’t try to persuade them about anything, its futile. And I avoid getting drawn into long, detailed story and history, its meaningless.
What I commit to is understanding how a business owner responds to change out of old habit and then continually reinforces the counter-directing assumptions by endlessly, willfully and forcefully repeating them. “Push” is the modus operandi. But “push back” is no longer mine. That alone can shift the dynamic of the meeting and create an opening for inquiry, deep listening, re-framing and shared understanding. Whether new business results or not, positive fulfillment, often indirectly, unfailingly corresponds with my choice to be naturally influential, even when the sales call seems hopeless.
I may not get a new client, but I’ll definitely gain a new friend.
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The RedShift Web Site Pages and the corresponding Blog: Creating Natural Influence, do not enable comments. I'm more comfortable getting feedback on social sites than here, where the work is so close to who I am, where I've been and where I'm going. If you have a comment or question, or would like to suggest a topic for an upcoming blog article, please contact me. Thank you.
