Marketing Success Through Social Networking
By Joanne Baskin, BSW, CPC
Daniel H.Pink, in his book, A Whole New Mind: Why Right-Brainers Will Rule the Future (2005) talks about a shift in how economy and society is moving from the Information Age (knowledge-based) to the Conceptual Age (concept and innovative-based). It stems from a need to be “cutting-edged” and on top of rapid changes in order to sustain viability while incorporating values of personal fulfillment and creativity. An excerpt of this book reads:
“The last few decades have belonged to a certain kind of person with a certain kind of mind---computer programmers who could crank code, lawyers who could craft contracts, MBAs who could crunch numbers. But the keys to the kingdom are changing hands. The future belongs to a very different kind of person with a very different kind of mind---creators and empathizers, pattern recognizers, and meaning makers. These people-artists, inventors, designers, storytellers, caregivers, consolers, big picture thinkers- will now reap society’s richest rewards and share its greatest joys”.
We can begin to hold the keys to our own kingdoms by creating vision for those kingdoms while helping each other along the way.
Vision as defined partly by Merriam-Webster is “the act or power of imagination; mode of seeing or conceiving; or, unusual discernment or foresight.” For your business, it speaks to what you want your business to look like, feel like, and be like. It has a futuristic approach with a present time focus. One could also add that vision is how you would like to feel like and be like in the context of your business. Vision is important as it gives us a direction to go, it is based and rooted in our deepest values and beliefs and it will anchor us when the seas get stormy.
For some, defining a vision for a business can be difficult at the beginning phases. Vision can in fact be created during the evolution of a business as one explores what feels right during the process. In helping create a definition, consider some of these ideas:
- First take stock of your life and ask yourself what is most important to you? Write them down, honor them.
- Next, make a statement about those things. For example, if “inspired family life” is important to you, one can state, “My greatest joys are my children and husband… I want these relationships to be at the core of all of my life and work choices.”
- Next, design your life around those and ensure your daily life incorporates them. Some people will use their calendar or PDA, or use journaling or a Vision Board, a more artistic or visual means to reflect dreams and desires.
- Finally, look at your business; does it reflect some of those statements? When you are immersed in the activities of work, do you get in a state of “flow’ where time flies and you are not easily distracted? When we are in that state it is a sign of being where we need to be and that we are aligned with our values and vision of our lives.
Once we become clearer of the vision we want to hold, we can then take it out into the world! One way of doing this is through social networking. Social networking is defined as “an interaction and exchange of ideas and information, as a business strategy or to further one's career”. It also refers to a premise that people are all connected and that by allowing others to know us and what we do more completely, we increase the chances of attracting those people and situations needed to advance our business contacts and leads. Networking can take the form of on-line communities, chat rooms and forums to respond to these needs. Many physical networking groups are formed locally which meet routinely such as Rotary Club, Chamber of Commerce, Business Network International, MeetUp and many others.
What is the value we can bring to growing our business by this approach? Erica Thompson of Business Sense Magazine (September 2007) says that “networking is about finding ways to help other people. It's not about you or about selling your business. You obviously need to be able to talk about your business in an interesting and meaningful way, but real networking is not about pitching – it's about building genuinely helpful relationships."
So how does one translate helping others into building our business? The good news here is that it happens through the bonds and trust created in the new relationships formed. Networking with an attitude of curiosity and empathy expands others’ interest in you. People are generally more willing to get to know you when they are not feeling “pitched to”. The possibility for referral and lead generation will evolve over the relationship building process. Furthermore, networking allows for your vision to become clarified as you hear about the vision of others. You can use the time to take in the information you are witnessing and reference it later on to modify or reaffirm your vision.
Networking allows for us to develop, hone in on and use the following marketing tools:
· The art of communication: We can learn how to listen, ask questions and show interest in others. We can practice stating what we do when invited to do so and modify and sharpen our message through trial. It also allows us to develop our own voice-distinguishing ourselves and feeling more authentic in our presentation.
· Market research: We can get a sense of what people really need and want and learn to create our business vision around not only our own values, but respond to those of others.
· Creativity and form: Understanding the role we can have in servicing others can propel us to try to perfect our product and/or services.
· Building your vision: Breaking free from isolation, a surefire recipe for “vision abandonment” by allowing others to understand our vision and help expand or hold it for us during challenging times.
· Creating purpose and meaning: Feeling as if our work can affect others or contribute in some way allows for energy to build and sustain the efforts. One has to be connected to others in order to develop the “value” in a product or service.
· Interdependency: When we aim to help others in their business, the boomerang effect can be observed. Helping others in their growth will inevitably be reciprocated if the experience was genuine on both ends.
Making your vision come alive requires patience and perseverance. These elements of business building combined with a clear vision and a network of support will result in inspired actions and opportunities!
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Joanne Baskin is a Certified Professional Coach with ignitus Solopreneur Coaching. "ignitus" will help start up and solopreneurs create a compelling business vision, accompany them through their goal-setting while establishing work and life balance. http://www.ignitus.ca514-808-7386 joanne@ignitus.ca
Marketing Success Through Social Networking © Joanne Baskin 2007. All rights reserved.