We encourage you to invest 30 minutes to listen to the
talk, and share some of the key highlights:
1. Question Everything
There are many myth in Social Media (even more than
than there are in Banking), thus questioning all
assumptions, intuitions, perceived rules of thumb, prior
experiences is essential to success. Imitation is the
sincerest form of flattery, but imitating failure is just
dumb.
2. Test / Experiment More
Questioning should necessarily result in new ideas and
hypothesis on how to improve and leapfrog the
competition. All of these new ideas require testing and
evaluation.
3. Measure
Measurement is essential to understand the quality
and quantity of impact. Is the impact of activity
relevant to your overall goals? Most interesting, Guys
states that it is essential to measure the ‘Close
Rate’ (10:00min to 10:43min):
How many did you close? Because the
purpose of social media is not to make people
happy. The purpose of social media is to
close sales. It is not kumbaya, this is not
about swapping spit, it is not about warm and
fuzzy kind of stuff. We are in Social Media as
a business. So perhaps you lost some,
perhaps you gained some, perhaps you
closed a few sales. Social media should not
be measured on how many people did we not
piss off , but how many phones did we sell,
how many cameras did we sell, how many
people did we get to sign up. That’s what
truly counts.
4. Take Risks
(Wo)Man-up! (10:43min – 11:08min)
If you are going to Question and Measure,
then you have to be willing to piss some
people off. It is a natural outcome of using
SM aggressively. If you are not pissing off
anyone, you are not social media well
enough.
Passion first. Differentiate against the conservative,
‘stuck in the mud’, corporate stereotype large firm.
(11:48min – 12:40min)
Run social media like a person, who is
passionate about the product, passionate
about the service.
5. Ask
Don’t be afraid to ask for help. Ask about quality of
product & service, ask publicly for feedback. Ask
people to support your business goals – in the case of
Banks and Credit Unions this could be originating a
500 loans by month end, it could be connecting with
Small Business Owners, it could be virtually anything
and everything. If you don’t ask, you won’t get…
6. Answer
If you Ask, you have to Respond directly to the
feedback. Be honest, sincere and grateful.
7. Reciprocate
Most businesses view social media as a one way
street, push promotions, etc.. But they very seldom
reciprocate when someone else does something for
them. One of the most sincerest forms of flattery on
social media is re-sharing or retweeting. Every time
someone does something for your brand, your
organization ought to make it a high priority to
reciprocate.
2 Power tips on reciprocation (18:45min – 20:30min):
Rule#1: When someone thanks you for reciprocation the optimal response is not
‘You’re Welcome’ but ‘I know You Will Do The
Same For Me’. I know You Will Do The Same
For Me because you are a good person, a
classy person. The second thing you are
telling this person is that I KNOW YOU WILL
DO THE SAME FOR ME.
Rule#2: The person may want another favor
and you may be more than happy to help.
But the other person may not be comfortable
asking yet another favor. So, the power tip is
that You need to tell the other person how to
pay you back, which allows for a “clearing the
deck” and continue the relationship.
8. Seize the Day
Maximize the influence of events to highlight and
promote the event, your organization AND participants
by directly including them via photo sharing, and
comments. Invite each participant to download their
photo and to share the photo album. Ask them to
share content, and highlights of the event.
9. Copy
Copy… the question is what do you copy.
This is what separates Steve Jobs from
everyone else. Steve Jobs knew what to
copy; Bill Gates did not.
Provide stuff of value, some of which is directly related
to your products & services, some not. But the content
should always be relevant to your customers … the
content may or may not be interested in banking or
banking services, but when you enrich your customers,
you earn the right to promote your stuff.
10. Expand
Expand the possibilities of the kind of stuff you promote
on social media.
+1. Experience
You should experience social media… Make sure your
advisors are also experiencing social media.
In social media, never trust anybody who has
fewer followers than you have because they
have not truly experienced social media.
copyright: Guy Kawasaki - follow his blog here: http://guykawasaki.com/
buy the book here: http://bit.ly/aosmamazon
Guy Kawasaki is the chief evangelist of Canva, an online graphic design tool. He is on the board of trustees of the Wikimedia Foundation and an executive fellow of the Haas School of Business (UC Berkeley). He was also the chief evangelist of Apple. He is also the author of The Art of the Start 2.0, The Art of Social Media, Enchantment, and nine other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.
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