Its hardly a stretch to say that we all know a third party referral is worth infinitely more than any billboard or advertising campaign impression. Traditionally, a word of mouth referral meant you were as close as you can be to gaining the support of a new contributor without them handing you their money. The challenge was that referral is extremely difficult to entice, and even harder to share with a larger audience without busting the bank.
UnMarketing by Scott Stratten delves right into combining the “Hierarchy of Buying” with Social Media to position your self as an expert, and someone that people will want to listen to. Pay attention though, there are a few key steps to get there, and maintaining your position once you’re there takes discipline, or better yet a plan.
Although its an easy argument to make that core philanthropy principles nor many of the core factors that go into a spending decision haven’t changed, Social Media has re-written the rules of what is possible with third party referrals.
While reading UnMarketing Stratten will take you through three key steps to becoming said expert that people love to listen to, and allow you to propel your business to success. Starting with Creating Traction, then Building on that traction with consistent momentum, and finally expanding your platform to manage your new found success.
While these three stages make up some of the most crucial strategy for any not for profit organizer to understand, the part of the book that really resonated with me, and should with you to, is what Stratten calls the 7 Deadly Social Media Sins.
The 7 Deadly Social Media Sins are:
Its not all about you, and if you consistently talk about yourself only, your fans will tier and move on.
Quality is much, much better than quantity. There is nothing worse than a LOT of less than stellar postings.
Social Media is a conversation. You need to respond or your customers will stop trying to initiate that conversation with you.
No matter how hard you try you are never going to obtain perfection. Some people may well get closer to it than you do as well. Don’t take it personally, especially online.
There is a dark side to social media, and it can get scary. Some people loose control and really end up damaging the reputation they worked to hard to develop. Remember everything you say online is online somewhere forever. Behave accordingly.
This one is pretty self explanatory. Don’t try and pick up your fans. Its really poor form.
Whatever you do don’t let your successes go to your head. Arrogant comments can be as damaging as wrath, and again once it online it’s there forever, and out of your control.
Whether you are looking to apply the “Hierarchy Of Buying” to the plethora of social media options for the first time, or may refer to yourself as a seasoned pro offline, you will learn from this book. Books that can instantly help you change the structure and success of your business marketing plan don’t come along all that often. This is one your should read, and then apply what you learn. Unless you don’t want to be found. You will still probably enjoy the book, but I wouldn’t recommend using the lessons within.
Join us for this interactive webinar where you’ll learn exactly how to apply these concepts in your organization, and as usual, leave time to get your questions answered by one of the most fascinating minds in business. Remember to register today even if you can’t make it the day of the event. You can only access the webinar recording after the event if you have registered for the webinar, or if you are a Read It For Me Pro subscriber.
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