|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 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Jan. 29, 2015 03:30 PM EST Reads: 3,026
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 29, 2015 02:30 PM EST Reads: 2,586
Performance is the intersection of power, agility, control, and choice. If you value performance, and more specifically consistent performance, you need to look beyond simple virtualized compute. Many factors need to be considered to create a truly performant environment. In his General Session at 15th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, discussed how to take advantage of a multitude of compute options and platform features to make cloud the cornerstone of your online presence.
Jan. 29, 2015 02:15 PM EST Reads: 3,153
SYS-CON Media announced that Splunk, a provider of the leading software platform for real-time Operational Intelligence, has launched an ad campaign on Big Data Journal. Splunk software and cloud services enable organizations to search, monitor, analyze and visualize machine-generated big data coming from websites, applications, servers, networks, sensors and mobile devices. The ads focus on delivering ROI - how improved uptime delivered $6M in annual ROI, improving customer operations by mining large volumes of unstructured data, and how data tracking delivers uptime when it matters most.
Jan. 29, 2015 02:00 PM EST Reads: 3,778
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water, are pursuing SmartGrid initiatives that represent one of the more mature examples of SAE. We have s...
Jan. 29, 2015 01:30 PM EST Reads: 3,089
Since 2008 and for the first time in history, more than half of humans live in urban areas, urging cities to become “smart.” Today, cities can leverage the wide availability of smartphones combined with new technologies such as Beacons or NFC to connect their urban furniture and environment to create citizen-first services that improve transportation, way-finding and information delivery. In her session at @ThingsExpo, Laetitia Gazel-Anthoine, CEO of Connecthings, will focus on successful use cases.
Jan. 29, 2015 01:30 PM EST Reads: 2,021
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
Jan. 29, 2015 01:30 PM EST Reads: 2,948
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
Jan. 29, 2015 01:15 PM EST Reads: 2,523
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
Jan. 29, 2015 01:00 PM EST Reads: 4,048
“With easy-to-use SDKs for Atmel’s platforms, IoT developers can now reap the benefits of realtime communication, and bypass the security pitfalls and configuration complexities that put IoT deployments at risk,” said Todd Greene, founder & CEO of PubNub. PubNub will team with Atmel at CES 2015 to launch full SDK support for Atmel’s MCU, MPU, and Wireless SoC platforms. Atmel developers now have access to PubNub’s secure Publish/Subscribe messaging with guaranteed ¼ second latencies across PubNub’s 14 global points-of-presence. PubNub delivers secure communication through firewalls, proxy ser...
Jan. 29, 2015 12:45 PM EST Reads: 1,656
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focused on understanding how industrial data can create intelligence for industrial operations. Imagine ...
Jan. 29, 2015 12:30 PM EST Reads: 1,878
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impact.
Jan. 29, 2015 12:15 PM EST Reads: 1,813
Jan. 29, 2015 12:00 PM EST Reads: 7,951
The Internet of Things promises to transform businesses (and lives), but navigating the business and technical path to success can be difficult to understand. In his session at @ThingsExpo, Sean Lorenz, Technical Product Manager for Xively at LogMeIn, demonstrated how to approach creating broadly successful connected customer solutions using real world business transformation studies including New England BioLabs and more.
Jan. 29, 2015 12:00 PM EST Reads: 2,604
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, examined three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective storage designed to handle the massive surge in back-end data in a world where timely analytics is e...
Jan. 29, 2015 12:00 PM EST Reads: 2,539
"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 29, 2015 11:45 AM EST Reads: 3,559
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrategies, will examine why IT must finally fulfill its role in support of its SBUs or face a new round of...
Jan. 29, 2015 11:45 AM EST Reads: 2,710
We’re no longer looking to the future for the IoT wave. It’s no longer a distant dream but a reality that has arrived. It’s now time to make sure the industry is in alignment to meet the IoT growing pains – cooperate and collaborate as well as innovate. In his session at @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, will examine the key ingredients to IoT success and identify solutions to challenges the industry is facing. The deep industry expertise behind this presentation will provide attendees with a leading edge view of rapidly emerging IoT oppor...
Jan. 29, 2015 11:45 AM EST Reads: 1,884
The BPM world is going through some evolution or changes where traditional business process management solutions really have nowhere to go in terms of development of the road map. In this demo at 15th Cloud Expo, Kyle Hansen, Director of Professional Services at AgilePoint, shows AgilePoint’s unique approach to dealing with this market circumstance by developing a rapid application composition or development framework.
Jan. 29, 2015 11:30 AM EST Reads: 2,222
There is no doubt that Big Data is here and getting bigger every day. Building a Big Data infrastructure today is no easy task. There are an enormous number of choices for database engines and technologies. To make things even more challenging, requirements are getting more sophisticated, and the standard paradigm of supporting historical analytics queries is often just one facet of what is needed. As Big Data growth continues, organizations are demanding real-time access to data, allowing immediate and actionable interpretation of events as they happen. Another aspect concerns how to deliver ...
Jan. 29, 2015 11:15 AM EST Reads: 3,361