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Even in regards to the average blogger, those who have replied to my tweets and paid any attention to me are the blogs I check out more and maybe add to my blogroll.
We ran a 1/2 hour contest on Twitter yesterday and gave away T-shirts for the first few people who DM'd us their T-shirt size. It worked great and now we have strengthened the connection.
Great post. Let's keep it real.
@bcavanaugh
You have to be real. Not act real.
This is an excellent post.
My concern is teaching the fakers how to act the part,
and make it harder to distinguish genuine in a hurried world.
Did I mention you have to be real, not act real.
The crowd and trust agents will sniff you out anyway.
I would add that it is important to thank those that help spread your message directly and indirectly. For example, a couple of months ago I was close to becoming a nuisance promoting an event I organized that benefited a cause I'm passionate about but also benefited me as well of course.
To thank the community tangibly, we created a special "TweetSeats" section in the front row of the theater exclusively for our twitter friends. They were seen as special by the rest of the audience and of course the TweetSeat residents live tweeted the event too. Be creative to provide a tangible thank you for those that help because they are putting their reps on the line to help you.
Karina Fabian
I also agree with Christine Sierra where she points out "being real". I think that your real persona is quickly becoming like currency. If people feel like you're not "that guy" they'll not only put up with you, they'll accept you and usually help you.
I also have to add "Go Sox!" and this time the exclamation mark is absolutely needed :-)
Bridget
@bcavanaugh
Great post. Completely agree. Promote too much, and you will turn people off. I am in PR, we get paid to promote. It's very important that I be a member of the community, and use the 15:1 ratio, just like everyone else at the picnic. I do my best. I share, RT, pass around useful news and tips, and links, reply, build conversations, network, etc.
No one likes the person who comes into the room and immediately starts to sell. That can come down the road, after trust has been developed, and maybe the other person actually asks YOU first.
Mike Lizun
http://www.twitter.com/mikelizun
Big corporations are now understanding this too and are avoiding "in the face" promotions which they have been doing since long. They have to bring value additon on the table before taking something off it.
Great post !!
Gaurav
I’m really glad you posted this topic. I just started my blog about a month ago and I’m struggling to understand how I can truly promote my blog (across a wide geographic) without being ‘That Guy’.
I’ve been promoting via Twitter & Facebook, with subtle headlines… but it’s still a challenge to engage a broad audience without doing some type of blanket ‘shameless plugs’ =) I’ll definitely put some of your thoughts into practice over the next few months and see where it goes.
Keep up the good work Chris, enjoy and appreciate your insights.
John T.
Keep up the great posts!
Marty
This is great stuff! In my experience, one really needs to know something about reading people and the setting to know when information sharing is appropriate and when to use it in an appropriate context. Even the most well-intended information sharing attempts can come off as being disingenuous, or worse, selling out of place.
Selling out of place can have devestating effects, and we've seen cases where it caused a full-blown reputation crisis. Your list of things to do before asking anything is an intelligent way of getting the idea across. I especially like its subtlety because its really a precautionary warning, but you chose to coach us on the dangers of selling out of place through intelligence rather than intimidation.
Joseph
@RepuMetrix
Irregardless, we are showing up at the picnic with an angle. Some may say references to making the "15:1" argument as insincere, as our end goal is to still get our 1 promo in.
I like your work Chris and believe you to be a truly genuine marketer and human being, but what about those who aren't? Are we handing out the playbook, or do you think it will be blatantly apparent in the digital space of who is "that guy" all the time?
Just a couple thoughts...Thanks.
And I reference @ed's comment earlier too. Spot on.
If I were hiring a social media strategist, I'd want to see that he/she uses the tools for more than just trying to sell things. I'd want to see what they do personally, because personal participation is how you really learn the nuances of community-building and participation.
As someone who is new to the industry I find that you are very helpful and look forward to what you have to share tomorrow. Thank you for sharing your knowledge with the rest of us.
Karen
@shotofenergy
Don't be the one who shows up to a picnic at the beach wearing a three piece suit, tie and dress shoes. Be human, be transparent and then maybe someone will throw you the beach ball.
http://adavaughan.blogspot.com/2009/04/chris-br...
Don't stop with the wine, bring the champagne to the picnic. You'll be the hit of the party and remembered for long after the bubbly is gone.
In other words, it helps if you have something extraordinary to share or say online and not just a rehash of the obvious.
And by all means, don't bring the wrong kind of wine or cheap wine, it will spoil the event for everyone.
Salud!
I came for the wine
Tog
rgb.edbd
have I told you lately that you rock? B/c you totally do. You are one of the few "pro" folks that I follow on Twitter and it is because you are yourself, you bring wine, and you let folks make fun of you.
Keep doing what you're doing, my friend. It works.
Suzi W.
As always, you are spot-on regarding building trust and value in social media conversations. Your views go hand-in-hand with Covey, et al "Seek first to understand, then to be understood". What's really aggravating on Twitter are folks that DM a new follower with "Here's my free ebook". These folks are clearly "the guys". "The guy" is likely why some people are getting tired of Twitter, Facebook, etc. By the way, ABC News is soliciting comments for a "Are You Tired of Twitter, Facebook?" article on their website.
Here are my comments to this ABC story solicitation: Sorry...I'm not tired of Twitter or Facebook. I use both services and other social networks extensively... both personally and professionally.
My businesses development depends on strong PR and marketing, especially as to how it relates to generating trust among potential clients and buyers. Social networks can be powerful tools for developing one's reputation as a trust agent (Look at Chris Brogan's blog--www.chrisbrogan.com--for a good ebook on trust economies).
On a personal basis, I have made wonderful contacts via social networks regarding my seven year-old son's autism and related issues. Just yesterday a reporter contacted me after reading my autism comments on Twitter.
I do get tired of the "Look at what I did last night" noise on these services. I simply choose my friends and contacts wisely, and can usually avoid most of the noise.
In order to get the most utility out of Twitter, Facebook, and other social networks, a user must have goals for what they want to learn and/or communicate. By using appropriate search methods in the context of the social networks, users can find like-minded other users.
I think you will find two types of social network users based on focus. Random users just throw up noisy comments on the social networks, and this category of users will be the ones who likely contact you regarding your "Are You Tired of Twitter, Facebook?" story. Conversely, focused users have a purpose for listening, learning, and communicating.
... especially after you've shared a bottle of wine! :)
Nice post, Chris .... as a side note, I don't mind running into "that woman" at the picnic..... :)
I would say that the 1 in the 15:1 ratio is super important. It can make or break the relationship you've build up with your network (through the 15). Just because you've given them what they wanted 15 times can you give them 1 that's just for you... at least that appears to be just about you. That 1 post still needs to be relevant, informative & useful. If you're open about where you're coming from, and you always provide good insight/content/info, then people will accept something a little more "all about you".
I like your analogy of the street ads, but when we think about the "social" bit being discussed here, I think its kind of like a total stranger dropping-by a bbq function, in the middle of a poker game (likely one where you've got a good hand too) or using Chris' example, a picnic, and starts selling to you. One of the foundations of Naked Conversation is that is not really "social" when its a pitch. Even traditional media and advertising is getting a beat down about keeping the ethos of the Social Web uncluttered.
Interestingly enough, there are still traces of traditional examples of things we consider off-limits. The other day, I was listening to a sports program talking about how the NHL and how they should consider generating revenue by plastering logos on their hockey jerseys like they do in Europe. The experts described how it boils down to preference, but in reality, the reasons were echoed nicely by a caller who said they loved buying official/licensed jerseys, but refused to if they were riddled with logos and wouldn't want to become a walking billboard. Not even if the jerseys would cost less from the subsidized ad revenue.
At the heart of this example is the human interaction with the brand that becomes a part of the cultural fabric - and this means that even a "commercially" viable sporting franchise needs to recognize that it depends on its fan base to survive in the world of sports entertainment, and it too needs to know when to back off, especially if the fans deem the jersey or the team brand, or even the renaming of the stadium or arena to be off limits when it comes to generating revenue.
If I had to use a traditional example again, I guess we all want to avoid having to post a "no flyers" sign outside the door of our online ID's, and keep things on a social level. Ultimately though, we also need to realize there is a self-regulating aspect to the social Web, and I think many would agree that thoughtful, genuine and helpful content is winning, as it should be.
Joseph
@RepuMetrix
Summer
@FSUwalker
http://blog.timandren.com/tim_andrens_blog_impa...
One thing I'm trying to do is @ hello new followers on Twitter.
@lindacovington
Using the picnic analogy is perfect - it brings it to a level that anyone can understand.
Adapting established rules of how to interact within a community, from offline to online is something that really interests me and your post covered a lot of important points.
From the outside I've got to add something: If you're perceived as being "at the picnic" to sell... it's not going to matter how much wine you bring.
It's REALLY easy to tell when someone's looking for a conversational lead-in to their pitch and it's equally easy (and imo completely justifiable) to flip the bozo bit on that person.
When push comes to shove (and I think this is where the analogy breaks down) if you come to a social engagement with a commercial interest, I don't want you there.
Great point on the 15:1 ratio. Tough to pull off depending on your 'real' day to day work, but i've found it to be the best way to 'join the picknic' :)
http://twitter.com/franswaa
Like the perfect wine, your comments go well with any social interaction. Thanks for promoting social graces. I saved the list as a reminder. These are good things to remember and practice. You always were the smart one.
R.J.
Blow horns don't really work with social media just like pushing business cards don't really work at a luncheon. I think what works for me, Chris, is that I never do it if it feels forced. I figure if I wouldn't do it in person then there is no point in doing online. Maybe therein is the solution. Stop thinking of online as online.
It's a public place where people gather and share stories, ideas, whatever. Sometimes that might include talking shop, but not all the time and certainly not with it being the objective or, worse, the secret agenda.
Best,
Rich
thanks again :)
Thanks for the post. No one wants to listen to someone sound like a spammer. Build a personal and true relationship before business talk enters the picture.
Thanks for the post, as always a very well balanced argument. I've felt like that guy sometimes, I start getting crazy ideas and wanting to tell everyone. In the end it's just not worth it, you just get frustrated and everyone ends up ignoring you. In the end I just feel like an idiot and find it's far more fun to just relax and talk to people about what they are interested in, in life, then they'll let you talk about yourself a little.
I think balance is definitely key.
As for a few of the comments about people being worried that we are giving "that guy" the play book for how to behave online...I don't think we need to worry. Because the truth is that "that guy" actually doesn't get it and probably never will:)
If I can only read one blog a day going forward, it has to be yours. As a sales guy one needs to be a bit pushy, but there is a huge difference between being 'that guy' and closing. Closing only happens after you have shared the wine. Thanks for the insight and wisdom.
After being subjected to all types of advice on how to sell I've boiled it down to this rule. Having been professionally with social media over the past few months I think it applies equally as well.
Solve the customers issue (even if you don't gain from it).
I for one plan to link back to this post from my blog as a must read piece and a vital reference for anyone interested in understanding the correct behavioral model that should be associated with the most effective way to approach Social Media.
thx again Chris
Very good advice which I will, in turn, pass along to others (points # 2 & 7).
Thanks!
The thing about social media, is there are a lot of cliques and groupies and it is tough to join the picnic. I'm tired of hearing about people I should follow or that are so "brilliant," yet they are nothing more than self-promoters that are allowed to get away with it. I'd almost be willing to bet that there is a double standard when it comes to marketing on these mediums. If you aren't one of the "cool guys," then you don't get to play.
Your birthday party was a laugh...
I've recently started writing about the power of Listening and how it can be your most powerful tool when writing stories, when marketing your product or when using social media.
I was going to write that you could add Listening to your list, but then again a great listener understands that listening is what you talk about without even mentioning it literally.
So, no, nothing to add but praise. It's great to be around here.
Hannes
I am just stepping into the high-paced world of social media and I'm glad to find someone who can break it down to easy to understand bits. It shows that you really know your stuff.
Thanks.
What you just wrote is like a social media etiquette manifesto. I'm totally not surprised by the 100 comments. We all know 'that guy' and most of us at one point or another have been 'that guy'. Hope this Picnic Mentality gets passed around and far and wide. Thanks again for another insightful post.
Question for the group though. Is there the best way to react to 'that guy'? Do we just send him to Chris' post, call them out, or do our best to ignore them? I'd be curious as to what you all do when you encounter this kind of person at Your Picnic.
@ryancmiller
Hi Ryan, you could do what 'that Guy' doesn't do:
- listen
- help him figure out what he really needs (attention) and why he needs it
- honestly say how you feel, what your needs are and tell what you like about a real conversation
When I'm 'that Guy' (yes I admit) I'm always glad when someone shows me how it can be done in a different, non-that-guy-way, when someone holds up a mirror, not to mock me, but to help me find out what I'm doing and how I can change this. You see, when I'm 'that Guy'ing it's usually because I'm feeling insecure. Seeing someone who recognizes that and respects that helps a lot.
Have a great day,
Hannes
Really wish more people would reach out and lend a hand, instead of being "that guy" all the time. Sure, I ask for stuff sometimes, mostly just to promote when I'm in a contest or when I'm throwing a contest. I mean when using social media, most of the time the business name is in the social media name - myspace(.)com/xyz or whatever. No reason to spam the life out of people! Just talk and listen.
Am I the social media guy or am I THAT social media guy? Adding value to the people I engage with, whether to raise awareness of my start-up or simply share news about things we're both interested in, has always been my goal when doing outreach. However, I worked in agencies for years, often times on accounts I wasn't passionate about. Passion for my craft drives my motivation and when I'm forced to use my craft (social media) to raise awareness about things I don't truly cares about... Well that's when I become THAT guy.
Get me talking about start-ups, education technology, green technology, web 2.0, cars, NYC, and fashion and you're in for a engaging dialogue. You'll be talking to THE social media guy.
And if you're wondering about my start-up check out gradegurublog.com
Cheers.
Chuck
Not sure, anyway I think your 15:1 rule is really good, definitely a great guideline for all.
Since you asked :), one thing I've tried to promote (and will continue to promote) is our Charity Tweetup Tour, which you've already RTed for me, thank you! I'm leery of asking for RTs because I DON'T want to come across as spammy. I'm just grateful for all that I have and want to give back, preferably invoking a global movement of tweeters who want to give back too! Despite the financial crisis, we still have more than others in countries of true poverty. We shouldn't forget that!
Also, regarding my biz, I tend to talk about our target groups' problems (talking to the pain), and offering my solutions just based on my own experience, which tends to build a good connection.
Sorry for rambling :-)
Thanks for the mention, I've found that when approaching organizations about how to market in this new environment that it's important to literally reset their thinking about how marketing and media work today, that "social media" is really an opportunity to destroy the business/culture divide and help brands understand that they are part of their customers' lives and that their customers are part of theirs and that companies need to understand that it's a choice that keeps them in their customers lives, so they should behave accordingly, with civility.