Social Networking is a logical extension of Relationship Marketing or what I call R-Commerce. It is the desire for people to connect with others who share similar interests, values, ideas and can help each other. It is also a symptom of how marketing has changed.
In the old days (not that long ago), marketers would craft their message and push it out to the masses. Vehicles used included TV advertising, radio advertising, newspapers and other tools. These were good for taking your message and sending it to the masses.
Today things are different.
The old model has been turned upside-down. A combination of factors has brought this about: 1) Technology has made it easier to send email thus we’re all getting WAY too much email. Our filtering systems (both technological and psychological) are more highly refined. That means your prospects are more likely to filter out your message. 2) Technology has enabled the average person to create audio, video and text products that rival the old radio, TV and print media. 3) We want more real human interaction because of the overwhelm from too much stuff.
So, how can a smart marketer make it in this market? Adapt to the new ways and blend in the best of the old.
Be a friend. Be a resource. This is how you get attention. Be the go-to person that people turn to for information and answers. Yes, this means you have to do your homework and be up on relevant information that is pertinent to your customers. Tom Stanley, of Millionaire Next Door fame (and the best marketing prof I had in my MBA program!) said it is important to be the hub. Be the person that others come to for connections. You don’t have to be a real estate agent, but you should know who is best for various types of real estate, geographies, etc. You don’t have to be a dentist but learn who are the good dentists in your area and provide recommendations. Be the person that everyone knows and be likable. This combination is the new way of marketing effectively. It is what R-Commerce is all about.
Another important trend is Open Source. This means that software is available, usually in web-based applications, to get the job done. Products like Google Docs, Gmail (with contact support), Zoho, Salesforce.com and others are rivaling the traditional desktop-based software products that were dominant earlier. Today we can use the power of the Net to produce documents on Google Docs, let others collaborate from anywhere they happen to be, see up-to-date information and be always updated with the latest version. Backup? It’s already done since it’s on the Net. This Thin Client approach to computing is changing the way to access data. Actually, it is a new way of doing what used to work years ago. What’s old is new again.
Think about how you can Open Source more of your content. Be the hub for others and let them interact with you. Be the resource that people must turn to for relevant information. Look at the new G1 Android from Google. It is designed so that developers around the world can create applications and apply it to the device.
The G1 Android (www.android.com) is imminently flexible to allow for a variety of applications that the open market will create. Some will be very useful. Others won’t. Hey, that’s the way the free market works. A command and control top-down approach to software is giving way to a more interactive, user-sponsored system. Much like the old Soviet Union fell trying to wield all power from the top, organizations that practice a more interactive, invisible hand approach (to borrow from Adam Smith) will succeed.
A good example of how this is working is with SalesConx (www.salesconx.com). This company serves as the introducer for buyers and sellers of various products and services. It is a system for business referrals connecting people who have skills with those who need them. Sellers pay a fee for referrals and buyers get someone who is screened by SalesConx to insure legitimacy.
I recently experienced SalesConx not only for this column but also in my own business speaking services. Soon after posting my listing I received a reply. It seemed intriguing but being the skeptical, jaded journalist who I am, I questioned the lead. The staff of SalesConx came through checking into the authenticity of the offer and recommended I pass on this one. That saved me the referral fee and potential disappointment. Having that third party intervening can help both buyers and sellers.
This is a trend that I see continuing. Although I still haven’t booked any solid business through them, I believe that SalesConx has a lot of potential. If you want to recommend people for legitimate business, it is a good way to connect people and make some money yourself. The way the system is designed is a real win-win — just like business should be. Check out their website and services to see how you could add some extra business. It is well worth the time.
Social Networking works because when it is done right, it connects people who really want to be together.
It is a new world for business. Embrace the opportunities. Open your mind to a new way of connecting. It is a great way to prosper in any economy. Besides — it’s also a lot of fun!
Terry Brock is an international marketing coach and columnist who helps businesses market more effectively, leveraging technology. He shows busy professionals how to squeeze more out of their days using time-honored rules and practical technology tools. He can be reached at 407-363-0505, by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com.
