|By Rebel Brown||
|January 25, 2013 11:32 AM EST||
Everybody's doing social. But are we doing it in an updated way or are we simply using social as another channel for yesterday's sales and marketing approaches? So much of social looks and smells like the push marketing of old. That's simply not going to compel our prospects and buyers to engage with us. It's all about them in today's digitally empowered world. It's all about how we engage with them and the experience they have with us. Today's social A-Game has little to do with yesterday's marketing plan.
I was blessed to meet Britt Michaelian through social media. She's one smart cookie and gets the big changes that social brings to our branding and sales efforts. Her new book, the Social A-Game is coming this spring, so I asked her about how she creates her Social A-Game, and what we can all do to get our own A-Game going.
1) What's your definition of a Social A-Game?
When you show up each day online or in person, knowing who you are and the value that you bring to the world, you are playing your A-Game. When you take the time to get in touch with and honor your core values and life mission, you are playing your A-Game. When you are operating from a place of love and truth, you are playing your A-Game.
The Social A-Game is a mindset that once harnessed, has the power to make the world a better place (online and off). It is about sharing your passion, your knowledge and your purpose with others and inspiring them to do the same.
2) It seems that so many are using social as an extension of their traditional marketing strategy - as another channel. How do you rate their Game?
In the past, business marketing tactics have been about broadcasting your message with the intention of flooding your target audience with brand messaging. As social media has moved to the forefront of marketing strategy for many businesses, the old model of broadcasting your message has become dated and ineffective. Consumers are turned off by brands that do not engage in conversations with them. They want to connect and be heard. They want to know that brands are listening and valuing them as individuals.
Big brands that are engaging in a way that entertains, informs and engages the audience by playing their A-Game on social media include brands like The Four Seasons, Grey Poupon (The Society of Good Taste), Nike (Make it Count) and Kraft Mac n Chees (Jinx). Smaller businesses that are also doing a great job of building a Social A-Game community are Her Future, Smashfit and College Financial Aid Advisors.
3) So an A-Game is more than just about traditional marketing as we knew it?
Yes, playing your Social A-Game is much more than traditional marketing. If you subscribe to the philosophy that with the popularity of social media, we all must think of ourselves as brands, then naturally playing at your top level is essential to being successful in business and life. Client attraction and client engagement tactics have basically merged. No longer is it enough to be visible to your audience, you now must not only attract them but at the same time be actively engaged in building personal and professional relationships that further the goals of all participants.
As a result of this shift in the ease of connecting with people in an instant from all over the globe, it is even more important for businesses and brands to be organized, thoughtful and collaborative while also being smart. For example, when you are tweeting with someone who works at a major publication and they want to take the connection to the next level and have a phone call with you, this can be a wonderful opportunity to take a huge leap in your business. However, if you aren't clear about your mission, goals and values and the next steps that you are looking to take, you may not be able to reach the desired outcome.
Social relationships are essential to our personal and professional growth, but you have to be strategic and come from a place of authenticity for massive results. Marketing has now become (more than ever) about your relationships and your network. Surrounding yourself with people and organizations online and off who compliment your core values and goals is a sign of a true Social A-Gamer.
4) What do you think are the 3 biggest changes we need to make - in our thinking or our actions - that will put us on track for a Social A-Game?
Shifting into the Social A-Game mindset starts with making the decision to really go on a journey of discovery and committing to your own personal growth. It doesn't matter if you are working for someone else or running your own business, if you are operating from a place of learning and expansion, you will show up in a positive way. Your mindset is the foundation of playing your A-Game.
The second change comes when you take a day or two to design your ideal life and every aspect of the life that you dream of. Write down all of the things that you want to experience in your life, personally and professionally. Start by letting thoughts free-flow onto a piece of paper about everything you want to have, do and be in your life. Then, visualize what each of these items would look and feel like. Sometimes we think we want something in our life, but when we begin to experience the reality of the pros and cons of an idea, we realize that it is not truly what we want. No longer are you going to envy what someone else has because you will have done the work to know exactly what you want and be on your way to making all of these things your reality.
The third change involves how you view your participation in any social encounter. Whether you are having a conversation with someone at a cocktail party, on Twitter or in a Google Hangout, get clear about what you can give to those who are listening and what you really want out of that conversation. Have an agenda that benefits all parties.
These are just three of ten steps that are necessary to play your Social A-Game (the rest are in my book that will be released this spring) but implementing these three steps will definitely have a majorly positive impact on your social experience.
5) What's the biggest barrier you see in Social - aka the mistake we make?
One of the biggest mistakes people make on social media (and offline as well) is only considering their own needs and motivations while participating in a conversation. If you want others to be interested and listen to what you have to say, you have to learn to be a good listener and to value the time and energy that anyone takes to connect with you. Show people that you care. Show them that they matter.
It is smart to be goal-driven in business and in life, but it is also smart to be aware, thoughtful, kind and appreciative. In the words of Maya Angelou, "people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
6) What's the one thing you hope folks will understand, takeaway and use daily from your upcoming book?
Social media can be a wonderful vehicle for positive change in the world, but it can also destroy a person's reputation in an instant. Playing your A-Game online and off will ensure that you get what you want in life while helping others get what they want. In it's simplest form, playing your Social A-Game is the ultimate experience of success.
Britt Michaelian, M.A. is a new media producer, entrepreneur, artist, author and mom who lives in sunny Southern California.
As the founder and editor of the Work Smart Lifestyle blog, Britt Michaelian was recently listed as one of the top Social Media Bloggers by Kred. Britt is a regular Huffington Post contributor in the areas of Small Business, Impact and Tech. She has spoken about social and new media best practices on radio shows, at universities, in online interviews and at conferences like New Media Expo and LTDLive. To round out the new media experience, Britt partnered with Maker Studios as a contributor to the Moms View, a Youtube Network with programming for moms.
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data shows "less than 10 percent of IoT developers are making enough to support a reasonably sized team....
Nov. 28, 2015 01:00 PM EST Reads: 473
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
Nov. 28, 2015 12:00 PM EST Reads: 333
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound cha...
Nov. 28, 2015 12:00 PM EST Reads: 548
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, rich desktop and tuned mobile experiences can now be created with a single codebase – without compromising functionality, performance or usability. In his session at DevOps Summit, Charles Kendrick, CTO and Chief Architect at Isomorphic Software, demonstrated examples of com...
Nov. 28, 2015 11:45 AM EST Reads: 401
As organizations realize the scope of the Internet of Things, gaining key insights from Big Data, through the use of advanced analytics, becomes crucial. However, IoT also creates the need for petabyte scale storage of data from millions of devices. A new type of Storage is required which seamlessly integrates robust data analytics with massive scale. These storage systems will act as “smart systems” provide in-place analytics that speed discovery and enable businesses to quickly derive meaningful and actionable insights. In his session at @ThingsExpo, Paul Turner, Chief Marketing Officer at...
Nov. 28, 2015 11:15 AM EST Reads: 412
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
Nov. 28, 2015 11:00 AM EST Reads: 512
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
Nov. 28, 2015 10:30 AM EST Reads: 309
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
Nov. 28, 2015 10:00 AM EST Reads: 191
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, exploreed the current state of IoT connectivity and review key trends and technology requirements that will drive the Internet of Things from hype to reality.
Nov. 28, 2015 08:45 AM EST Reads: 434
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessions, I wanted to share some of my observations on emerging trends. As cyber security serves as a fou...
Nov. 28, 2015 08:45 AM EST Reads: 331
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now all corporate assets – people, objects, and spaces – can share information about themselves and thei...
Nov. 28, 2015 06:00 AM EST Reads: 246
Continuous processes around the development and deployment of applications are both impacted by -- and a benefit to -- the Internet of Things trend. To help better understand the relationship between DevOps and a plethora of new end-devices and data please welcome Gary Gruver, consultant, author and a former IT executive who has led many large-scale IT transformation projects, and John Jeremiah, Technology Evangelist at Hewlett Packard Enterprise (HPE), on Twitter at @j_jeremiah. The discussion is moderated by me, Dana Gardner, Principal Analyst at Interarbor Solutions.
Nov. 28, 2015 05:30 AM EST Reads: 731
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
Nov. 28, 2015 05:00 AM EST Reads: 362
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true change and transformation possible.
Nov. 28, 2015 04:00 AM EST Reads: 541
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound effect on the world, and what should we expect to see over the next couple of years.
Nov. 28, 2015 03:30 AM EST Reads: 475
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem" in this scenario: microservice A (releases daily) depends on a couple of additions to backend B (re...
Nov. 28, 2015 03:00 AM EST Reads: 451
The cloud. Like a comic book superhero, there seems to be no problem it can’t fix or cost it can’t slash. Yet making the transition is not always easy and production environments are still largely on premise. Taking some practical and sensible steps to reduce risk can also help provide a basis for a successful cloud transition. A plethora of surveys from the likes of IDG and Gartner show that more than 70 percent of enterprises have deployed at least one or more cloud application or workload. Yet a closer inspection at the data reveals less than half of these cloud projects involve production...
Nov. 28, 2015 03:00 AM EST Reads: 482
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Day 2 Keynote at 17th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, wil...
Nov. 28, 2015 02:00 AM EST Reads: 580
PubNub has announced the release of BLOCKS, a set of customizable microservices that give developers a simple way to add code and deploy features for realtime apps.PubNub BLOCKS executes business logic directly on the data streaming through PubNub’s network without splitting it off to an intermediary server controlled by the customer. This revolutionary approach streamlines app development, reduces endpoint-to-endpoint latency, and allows apps to better leverage the enormous scalability of PubNub’s Data Stream Network.
Nov. 28, 2015 02:00 AM EST Reads: 329
Container technology is shaping the future of DevOps and it’s also changing the way organizations think about application development. With the rise of mobile applications in the enterprise, businesses are abandoning year-long development cycles and embracing technologies that enable rapid development and continuous deployment of apps. In his session at DevOps Summit, Kurt Collins, Developer Evangelist at Built.io, examined how Docker has evolved into a highly effective tool for application delivery by allowing increasingly popular Mobile Backend-as-a-Service (mBaaS) platforms to quickly crea...
Nov. 28, 2015 02:00 AM EST Reads: 361