Social Media Blueprint – From a Travel Agent

I know what you’re thinking, how is this going to work?

Regardless of your preconceived notions, the 4 most important aspects of developing a solid social media plan are eerily similar to topics discussed in a travel consult.  Just as in planning for a family vacation, it requires a lot of planning to create a social media campaign that accomplishes whatever it is you’re seeking to accomplish.

Maybe you’ve been tweeting for a while.  Maybe you’ve even created a LinkedIn page a long time ago but haven’t been back in 6 months. You’ve probably had a Facebook profile for a couple of years to catch up with old high school and college buddies.  Or, maybe you’re like some of us that turn off the alarm in the morning and check to see what all of your friends are doing at 6:30 AM.    Regardless where you are, you’ve determined that you want to start leveraging social media for your business, organization or your own personal brand.  You’re a business owner, a youth minister, a realtor, a Pampered Chef consultant or a sales rep looking to make your quota.  You’ve already asked yourself, “how do I start capitalizing in this environment?”  Well, let’s look and see how would a travel agent would help you plan out such a journey.

CHOOSING YOUR DESTINATION [SETTING GOALS]

The first question that is going to be answered in a meeting with your travel agent is going to be, “Where are you wanting to go?”  That’s exactly the same question that you need to ask yourself when you’re diving into social media.   You can’t just learn a few tips on how to establish yourself as an authority in your field and put them to work.  While it may gain you a bit of leverage, you don’t have any plan on how to use that leverage.  You must first create specific, tangible goals.  Do you want to get more sales leads?  More subscribers to your newsletter, blog or YouTube channel?  Increase sales?  Create more awareness (comments, likes, etc.)?  Whatever your goal may be, put it in writing.  Create a metric.  How many subscribers would be considered successful?  50?  500?  5,000?  At this point, don’t worry too much about exactly how you’re going to accomplish these goals.  Learning what works and what doesn’t work is part of the process, and we’ll talk more about implementation as we go along.

PLANE, TRAIN OR AUTOMOBILE?  [WHICH PLATFORM(S) TO USE?]

Determining which platform(s) to use is actually more important than you would think.  Not necessarily because you might miss a great opportunity, but more so that you don’t waste your time in an arena with little return.  If you’re trying to get leads, where are your customers spending their time?  If you’re looking for interaction with industry professionals, where are they networking?  If you’re looking to get subscribers to your social media channels, what other blogs and podcasts are they subscribing to?  In this step, you need to think like an advertiser.  There is a reason why commercials for cleaning products air during Extreme Couponing and not during MMA fights.  I’m not trying to be sexist, but intelligent advertising is!  The lesson to be learned here is to not over complicate things.  If you want to reach your target, go where your target is.  Don’t pour your time into LinkedIn when your prospects are tweeting and video blogging on YouTube.

SAFETY AND SECURITY CONSULT [IMPORTANT THINGS TO REMEMBER]

After you have booked your destination and your bags are packed, it’s still important to go over a few things to remember while traveling.  When you’re new to the environment, don’t come in swinging.  When you meet someone, you don’t say “Hi, my name is ________, please do business with me.”  Don’t be ‘that guy’.  That faux pas is even more emphasized online.  People have the uncanny ability to figure you out.  If you have an agenda, they’ll know it.  You must remember a couple of key elements.

1.       Provide Value First.  Start everything by building a foundation of trust.  Without trust your engagement is hollow and your words will fall on deaf ears.  Give value first and you will stay relevant.

2.       Promote Others More Than Yourself.  The common rule is that you should promote others 12 times before promoting yourself.  If you want to pat yourself on the back, don’t.  Let other people do that for you.  In the meantime, pat someone else’s back that deserves it.  Be sincere and this will come back to you.

3.       It’s About Engagement, Not Selling.  Sure you’re goal might be to increase sales, but that doesn’t mean selling!  People want to do business with people they know and trust, not people who sell them.  Show them that your worth doing business with.

4.       Be open with what you want to accomplish.  When people get the impression that that may be getting fooled, your credibility is gone and you aren’t getting it back.  If you are an affiliate, be honest with it.  If you’re blogging about a paying relationship, be open about it.  People will see your sincerity.  Become a Trust Agent.

LEAVE SOME TIME FOR SPONTANEITY [GO WITH THE FLOW!]

While it’s extremely important to be prepared for your experience, don’t fall in the trap of planning everything.  You’re new to this, and you shouldn’t be able to predict any uncertain endeavor.  Just as the seasoned business vets will tell you, a business plan for a startup should go no further than 2 years.  You’re wasting your time!  Don’t try to plan a social media campaign for more than 12 months.  Let’s face it, Twitter has changed a lot in the past 12 months.  You can see the landscape of Facebook changing with the integration of the Like button, groups and fan pages.  There might be a new microblogging tool that takes the web by storm.  If you’re too invested in one avenue of engagement, you’re putting yourself behind the 8 ball.  Stay focused, but keep your eyes open.  If the ROI isn’t cutting it, reevaluate your time and effort and see if another platform will bring a better return.

Social media offers some great opportunities to really evaluate the numbers.  You can gauge results far better than most other forms of advertising.  With stats such as likes, followers, connections, comments and subscribers, there are many ways to gauge exactly how you’re doing.   Don’t be wishy-washy, but don’t be afraid to listen to your results.

Now go book your trip today!

Company Culture, Where’s The Beef?

Netflix. Zappos. Google. Apple.

Collectively over $100 Billion in annual sales. Trendsetters for their fields and beyond. But what quality do they all have that impresses me the most? They have all mastered the art of creating an amazing company culture.

[kuhm-puh-nee kuhl-cher]
Date : 20th Century
The shared values and practices of the company’s employees; the total sum of the values; traditions and meanings that make a company unique

In more understandable terms, company culture is the personality, attitude, values and practices of the company’s employees. What is it like to work for XYZ Company? What kind of people work there? What is the dress code? What is their mission statement? What is the atmosphere like? The answers to these questions are exactly what make up a company’s culture, and it doesn’t matter if you have 4 employees or 4,000.

WHY IS GREAT CULTURE IMPORTANT FOR SMALL BUSINESS?

Let’s think about it like this… What is the most integral part of a hamburger? The burger! Of course you can’t have great hamburger without a bun, maybe a slice of cheese, some lettuce, tomato and your condiment(s) of choice. And if you’re like me, a slice of bacon or two wouldn’t be a bad thing. Those extras are great, but each one is expendable. Even the bun is expendable, ask any Atkins’ dieter or someone with gluten allergies! But the one thing you can’t do without is the beef patty. And if it’s cold, if it’s dry, if it’s under or overcooked, it’s just a crappy burger.

A company is the same way. The most important asset for any company is its people. The people you have dictate the attitude towards launching a new product line. They dictate how well a new idea or staff member is received. They set the bar for efficiency, productivity, and attitude. It’s pretty safe to say they even dictate your bottom line. So how do companies like Zappos and Google do it?

DEFINE YOUR CULTURE….LITERALLY

The first step to molding your company culture is to, as Stephen Covey puts it in The 7 Habits of Highly Effective People (affiliate link), begin with the end in mind. Visualize what you would like your culture to look like once all of your changes have taken effect. What is the day to day life like? How do people come together as a team? How do they treat your customers? Then, get busy writing! The first of two main documents you need to focus on is a Mission Statement. My personal view on a Mission Statement, make it as short as effectively possible. Take more than 20 minutes, but don’t create a committee that meets for 2 months. It has to be real, and every decision you make will support it. The second document is your Core Values. You are permitted to Google “core values” and see how the big boys write theirs, but you’re NOT ALLOWED TO COPY! Your list of Core Values means absolutely nothing if those values aren’t your nature. You may want to boast “We’re a Green Company”, but if you don’t live and breathe that every day as a company, you’re just lying to yourself. While these could be used for marketing, that’s not the point here. This is your gut check document, come clean! If you’re lying to yourselves on one value, how can you hold yourself and everyone else accountable for the rest of them?

HIRE FOR CULTURE FIRST

Once you’ve established who you are and what you believe in, it’s time to start getting people who are aligned with this stance. The New York Yankees are notorious for adopting new philosophies of how to win that next championship. One year they may decide that a solid starting pitching rotation is what is going to propel them to victory. But they don’t just dream it, they do it! They throw hundreds of millions of dollars at the best free agents and trade other good talent to restructure the pitching staff. I’m not suggesting that you ever change your culture, nor do I suggest clearing out your locker room and throwing substantial money and new employees, but we can learn a lot from this. When you determine what type of culture will truly give your establishment the best environment, and what type of attitudes and values will bring success, don’t be afraid to make it happen.

There is even a bigger point to make here. The Yankees realize that they can’t wait for great talent to become available and you shouldn’t either. Great people already have jobs! Sometimes posting a position on Monster or Career Builder isn’t the best option to attract the type of person you’re looking for. There are thousands of potential employees out there working in a similar field that you can scout. Yankees scouts are all across the nation going to games and checking out the skills, fundamentals and attitudes of players in many levels of the game. There is no reason why you can’t do the same. Say you meet a waitress in a restaurant that you feel would be a fantastic addition to your staff. Pursue them! Be respectful of their place of business, but give him/her your card, be upfront with your intentions, and ask to discuss the opportunity at a later date. Being a small business, you may not be able to offer them a better wage or benefits, but you’ll be surprised at how much being wanted will matter to them. Tell them what kind of business you have, what kind of culture you’re creating and how you see them fitting in. It is the ultimate professional compliment to say, “I want to work with you.” Regardless of whether you come to an agreement, you will build relationships with great people in your community.

So, what about your company? Is the burger on your company’s sandwich cold, dry or missing entirely? What are the difficulties you face in creating and maintaining a strong culture?