Tag Archives: success

Who Are My Target Clients?

I was recently speaking with someone in the automotive industry who said something really profound about their business.  He said, “I’m not worried about reaching my existing clients, as they already know where to find us.  I’m worried that my existing clients’ kids won’t know how to find us.”  He went on to explain that for decades (family business handed down by dad and probably even granddad) his customers had what is commonly referred to as “generational loyalty”.  The notion that a service or product is used by all family members because that’s where mum and dad go, and that’s where their mum and dad went and so on.

Simply put he said: “that’s gone.”

Nowadays some offspring in the Gen X, Y and the iGen will not use a product or service just BECAUSE their parents used that product or service.

“I want to tap into the next Gen,” he continued.  “How do we build loyalty with a market we have never before been in touch with?”

Of course this kind of enlightened thinking in business is music to my ears because for the last 12 months I’ve been in the very competitive social media space, and it’s not the first time I’ve heard this exact sentiment from dozens of other businesses from completely different industries.  Accountants, solicitors, banks, real estate agents, hair dressers, mechanics, café owners, publicans…the list goes on.  And the reason it’s music to my ears is because we have just created a platform that allows that very market to be tapped into.  And not in a talking at you kind of way, but a talking to you,  kind of way – through video stories.

Video stories are the way of the future when it comes to promoting a brand to the masses.  Narrative driven videos that can explain not so much why you’re the best at what you do, but what you can do for your customers.

mansion resized

I recently did a presentation in front of the medical profession in the beautiful Mansion Hotel and Spa in Werribee just outside of Melbourne (think Downton Abbey on steroids) all about imagery and video in their practice, and the three steps I highlighted as being the most critical were:

  1. Concept
  2. Production
  3. Distribution

The primary point however was the good old “WIIFM” mentality.  Right at the start of this process, within the concept stage, the question has to be raised, “have we addressed the WIIFM?”  WIIFM stands for “what’s in it for me?”  This is what we ask ourselves as consumers every time we take out our wallet or click play on a video.  What do we get out of it?  How will it improve my life?  Does it solve my problem?

So going back to the gentleman in the automotive industry, his question has become, “what’s in it for the next generation?”

Here’s what the next generation want:

  • Speed of delivery
  • Convenience and accessibility (usually via the internet)
  • Someone they can Trust
  • Value for money
  • Respect (without judgement)

Here’s what you need from the next generation:

  • To be found

If they don’t know where you are or what you do (for them) then you better hope that “generational loyalty” is strong – because guess what…the next gen are one day going to be THE gen who purchase and remain loyal.  “It’s a marathon, not a sprint” as John McGrath once told a room full of people I was in way back in my first year in real estate and that statement remains true for all aspects of business.  Start your video marketing now, in front of the target market of tomorrow and establish relationships of trust for the long term.

Adam Drummond is an actor, presenter, speaker and CEO of waggawagga.tv

15th May 2015 – Launch of waggawagga.tv 

6:30pm gates open at MTC Wagga and general public are FREE with access to bar and food to purchase on the night.  Entertainment all night by Groove Factorie and you will have the chance to meet John Wood from Blue Heelers, Rosso from TV and Radio, Ben from BB12 plus loads more local and national celebrities on the red carpet premiere.

If you would like to know more about what waggawagga.tv is and how it may benefit your business through either advertising or by appearing in the business directory, simply email info@waggawagga.tv or call 02 6971 7771.  One on one demonstrations of the site are still available if you would like to see it with your own eyes.

Does Video Work for Business? Umm, yeah…

Have you ever wondered whether it was worth creating a video for your business? Have you been frightened to spend money on making a video because you thought it may be a waste of time?

Check out the statistics on this info-graphic from a survey conducted in the U.S.A. that answers all your questions in the one spot.

If you would like to know how we can help you with the promotion of your business locally, call or email us today. we have something very exciting around the corner for local businesses and it ALL involves video! adam@adamdrummond.com.au or 0413 571 974

Info-graphic courtesy of Animoto.Small Business Video infographic

Keynote Address to Wagga High Year 10

First of all, it is a great honour to be able to address year 10, students, teachers and staff here at Wagga High School, after the teaching body here at the school developed this 2 week program – so well done to the teachers and staff who have made this possible, it is a terrific initiative that should really be adopted across the board as an example of what is possible.  Give the teachers and staff a round of applause for this two week program. I should also mention the efforts of Compact for organising speakers for the Q&A session and leadership day and whose “purpose statement” perfectly sums up their involvement in this program:

“Connecting people, education, community and the workplace to promote successful futures” – I love that statement.

Congratulations to you all for participating in this two week journey of discovery and learning about community involvement.  Well done and give yourselves a quick round of applause, you deserve it.

So thank you for this opportunity to present.

And what is it that I have been asked to present on?

It’s a theme in line with your journey over the past two weeks – giving back to the community.

Why is that?  Why would it be necessary to make a keynote address about the subject of giving back to the community?

It’s simple.  The 80/20 rule applies.

On Monday I had the great pleasure of entering into a discussion with some of your peers here in the school.  There were about 20 of us in the room and we talked for well over an hour about different things such as leadership, and the role of leadership in the community.  We talked about the definition of success and the perceived definitions of success that surround us.  But the most interesting part was when we spoke of the 80/20 rule.  The concept that 20% of society provides the income for 80% of the world.  The concept that 20% of society volunteers within their community.  The concept that 20% of the people in a room where a speech, presentation or indeed a keynote address will exit the room and implement something they have learned from it – and 80% will do nothing.

The 80/20 rule has been around since it was first articulated in 1906 when an Italian farmer named Vilfredo Pareto observed that 80% of the land in Italy was owned by 20% of the population.  And the 80/20 rule frightens me.

It frightens me because it means 80% of the population is complacent, lazy or uninterested in giving back to the community.

It means that the burden of providing for the community, falls on the same shoulders of 20% of the population.

And why is that?

What are our challenges in the community?

What are the three biggest misconceptions that we should be questioning as a community?

How is it possible to turn this horrendous ratio around or at least improve on it for our future generations?

I have had the great privilege to be involved in some terrific community projects over the years.  Some have assisted those with a disability.  Some have benefited those who are homeless.  Some have contributed to those who have been affected by a mental illness.  And each of those have had impacts on certain people within our community who are constantly faced with their own challenges and are constantly surviving in a world that is different to the world you and I know.  And I am saddened to say that yes, the same people turn up to all of these different events to raise funds for others in need, or to give a hand to those in need, or to volunteer for those in need.

There are three big misconceptions in our community.

Misconception number 1 – you have to be in business to contribute back to your community.

From all of the events I’ve been to and all of the dollars that have been raised, there is a reliance on medium to big business to do all the work because they are the ones who earn big money.  They are the ones with time on their hands.  The misconception is that if you are in business you have an obligation, a responsibility to give back to the community because the community has given so much to you.  The misconception is that by providing benefits to the community you as a business may receive benefits back.

Everyone has the ability to give back to the community and it should not be for something in return.  It should not be because it’s an obligation.

It should be because it’s more than just doing something right – it’s doing the right thing.

We can all contribute something.

How much is up to us.

Misconception number 2 – it’s the job of governments and organisations to take care of society.

People elect governments and as far as I’m concerned we elect them to govern not just to provide.  We should provide.  We should provide for others, we should provide vision for our own community.  We should provide for ourselves.  We cannot rely on governments and other organisations to provide for those in need – alone.  We have the collective power to provide for others right here in this room.

Misconception number 3 – we only need to support causes that directly affect us or our loved ones.  I think we all know of causes close to our hearts because of something that has affected us, but we need not wait for that cause to start helping.

Ronald Regan once said “we can’t help everyone, but everyone can help someone.”

When I was first involved in setting up the local initiative known as Ignite Mentor, I wasn’t alone.  We started with a concept – how can we provide mentors for young people in our community who may not have access to positive role models in their lives, whether it be because they have no positive figures in their current lives, or the only ones they do have are considered an authority figure – not a friend to share things with.

I also came across people who told me it couldn’t be done anyway.  What’s the point?  You can’t change everything.  You can’t change everyone.  The problem is too big.

What a horrible way to look at the world.

All big achievements come from small steps.  Remember that Regan quote – you can’t help everyone – that’s not the point – you can help someone though.  And that someone can help someone else and so on.

With Ignite and through a relationship with Mary O’Neill, Laurinda Motion, Jeremy Hutchings and Anglicare Riverina who already had some mentoring programs in place, and the Department of Education and Communities who also had some programs in place, four of us – just four people, came together and created a brand that recognised and fostered all of the existing programs into the one bright name, Ignite Mentor.

Since it began in late 2011, Ignite Mentor has created over a hundred pairings between young people looking for someone to talk to, and members from the local community with backgrounds in business, sport, media, and health – people in the public of all ages, backgrounds, heritage and upbringings.  We had created and continue to create with the backing and support of Anglicare a vehicle for those who want to volunteer to be matched with those who are asking for volunteers.

I’m extremely proud of Ignite and its achievements.  I’m proud of all the people involved in its operation and running, including our major Naming Sponsor Brunslea Park Estate who have been extremely supportive of the Ignite brand and work.

I’m proud of our Ambassador and good mate to Ignite and Wagga, Tim “Rosso” Ross who has helped raise awareness of our cause, as well as money and created experiences for some of our young people.

I’m proud of the local role models who have put their hand up to contribute either time or money and sometimes both – but most of all I’m proud of the young people who have gone on to greater things because of their newfound path.

They have gone on to become employees of local businesses, they’ve gone on to become volunteers themselves, they’ve gone on to become positive role models amongst their peers and they’ve gone on to become contributors to our community.  They are quite possibly our future leaders.

But the success of anything, as we talked about in our smaller group the other day, is not about the number of people who have contributed one way or another.  It’s not about an end result of funds raised or hours contributed.  They’re numbers.  They’re benchmarks for others to determine are either successful or not in their eyes.

Success has to be internal.  Success has to be determined from your own benchmark and that is the journey.  Success is not a destination it is the journey itself.

The pursuit of happiness is not as important or even realistic as the pursuit of the full range of emotions we will all inevitably face.  Success should be defined as your acceptance and appreciation of your present.  Success should be the aim of balance with your mind, your body, your relationships, your wealth and your contribution to society.

So I put it to you year 10.  Where do you fit in this picture?  Are you feeling you are in the 20% that does something?  Are you in the 80% who may feel they do something but in the scheme of things it’s almost nothing?

Someone mentioned the other day that a focus and desire we often have in our school years is to be the best at something.  Be the best runner, swimmer, academic – I want to challenge you on something else before we head into presentations, don’t aim to be the best at anything – there’s no point

– focus instead on being better.

You can only be the best out of a selection of people for a certain amount of time and then what?

You can aim to be better at everything and always improve.

Be a better son or daughter.

Be a better partner, student, teacher, athlete, academic, artist,

– be a better version of whatever you want to be but most of all, stop wondering WHAT it is you will one day be, and start focusing on WHO you want to be.  On WHO you already are.

After contributing so much over the past two weeks, you can now decide if you want to continue to be the person who is in that 20%.

My takeaways for you today come from my observations and experiences over the years.  These are my top 5 tips for a balanced and emotionally rich life;

  1. Never compare yourself to others – you are special no matter what your strengths or weaknesses
  2. People who have gone onto achieve something for their community, their work or their family should be admired not cut down for their achievements
  3. Surround yourself with positive people as much as possible, and don’t beat yourself up about losing touch with people who aren’t a positive influence
  4. Don’t expect anything in return for anything you do, be satisfied that it was the right thing to do
  5. Don’t be the best…just be better

I’ll finish with my three favourite quotes in the world:

“What lies behind us and what lies before us are tiny matters compared to what lies within us.” – Henry Stanley Haskins

“The best way to predict the future is to invent it.” – Alan Kay

“You make a living by what you get, you make a life by what you give” – Winton Churchill

 

Thank you.

Our first publicity stunt for a client…

Our brief was to create a unique way to have people talking about the Stage 12 Land Release at Brunslea Park, Wagga Wagga.

We decided that a choreographed “pop-up house and land package” in a crowded shopping mall may do the trick.

Over 100 hours went into co-ordinating and choreographing this publicity stunt – a first for adamdrummond.com.au.

We had a professional designer design the house so that actors could easily clip it all together quickly.  Hotondo Homes volunteered their time to construct the house from the plans.

A sign writer created the banners which we used as walls and roof for the mini-house and a local fencer provided us with fake turf and fencing to create the yard.

Seven actors were directed by feature film writer and producer Peter Cox, also known for his many stage plays as Director, and a full length song with lyrics written by Creative Director of adamdrummond.com.au Adam Drummond was composed by local musician Dale Allison performed by Hayley Potts and Meredith Olsen, which played live during the stunt.

Our plan was to surprise shoppers with a flash mob style building of a house and land package – and that’s exactly what happened.

Our camera operators caught all sorts of expressions from shoppers as they turned to see what all the fuss was about and did a great job editing the footage together.  With the video roll out we created links internally from each video:

Video 1 depicts the mob stunt occurring from various angles and links to Video 2 which is a 1 minute time lapse video of everything unfolding and that links to Video 3 which is a making-of style documentary.

Our clients are hopeful that by creating such a positive buzz about a unique way to advertise, people will then find out all about the subdivision and join them for a great Family Day out for the release.

The BIGGEST Mistake We Make in Business

I was 7 years old when I made all of my biggest mistakes.  The good news is that when you are 7 you can correct course at a young age and try not to make those same mistakes twice.  “Try” being the operative word.

7 years old, in Year 2 at school and the world is literally your oyster…or at least a rock you found in the quadrangle under the monkey bars.  Regardless, it’s great to be 7!

I had just sat down in my class next to my mate, David when the day got a lot worse.  I could tell from the extra weight in the steps along the green-speckled carpet that the person entering our room was not our usual slender teacher Miss Irwin, but something much larger…much more frightening…I turned around to realise all my worst fears had come true…our Headmistress was taking the class today whilst Miss Irwin was off sick.  Picture Hagrid from Harry Potter but without such an obvious beard trudging over the play mat and dumping piles of folders and papers down at the desk.  She was voted by peers in her High School year book to be the most likely person to become an executioner later in life.

“Right,” she said.  “What’s the time?”  No one was game to respond.  Then David gingerly raised his hand and said, “9 o’clock?”

The Headmistress glared at David, looked at her extended wrist-watch and then stared intently at the rest of the class.

“That’s right.  It is 9 o’clock – but I know that not all of you can tell the time.  So we are going to learn today” and she started handing out those purple ink stencils that they banned in 1987 because too many 5 year olds were getting addicted to sniffing them.  Each stencil had nothing but four perfectly round circles on it.

Headmistress cleared her throat and began with her instructions…but I didn’t need them.  I could already tell what she wanted with those four perfect circles, and the aim of my game was to beat the rest of the class, but more importantly to beat David with this exercise.  How hard could it be?  Four circles representing clocks, just add the numbers, add the hands and we have the time she was referring to.

As she droned on in the background explaining what she wanted to the “slower” kids, I started filling out the stencils, first with the 12 at the top of the page, then the 6 at the bottom…and before long…bam DONE!

I turned to David.  “Oh you’re still going are you?  I’ve finished already” you could see the self-righteous grin on my face from the school flag across the quad.

“Umm-ahh” was David’s first response.

“What?” my smile disappeared.

“She said not to draw the hands on the clocks” David looked at me like I was on death row.

I was so worried that I would upset this dragon with my error that the only way forward would be to admit my mistake before she found out and cop the punishment on the chin.  My dad would be proud.  Taking responsibility for my actions.

I started slowly across the room, the completed stencil in my quivering hands and every eye ball in the classroom on me as I lay the sheet before the Headmistress.  She looked up at me and then back at the sheet.

“What!” she exclaimed.

“I drew hands on the clocks” I stated.

The executioner glared down again at the stencil.  Little did I realise that earlier that week the NSW Government had announced it would be phasing out corporal punishment in schools, starting with infant schools across the state – and the Headmistress was no longer a supporter of the NSW Government.  The cane was her favourite thing to twirl as she paced across the timber veranda looking out at kids having fun.  As soon as fun turned into cheek or mischief, the cane was brought out for full effect and her executions would begin.

She looked up at me over her coke-bottle glasses, her eyes narrowing, her lips pursing.  “You have done something I specifically said not to do.  This – - – is a caning offense!” she cried.

Well, I had never been caned before, and I really didn’t like any form of pain or discomfort, so I did something completely outside of my control – I peed myself – in front of the whole class.  The warm sensation ran down my bare legs and into my desert boots.  A large, dark grey circle appeared on my light grey, extra tight school shorts.  There was nowhere to hide.

Hagrid the executioner looked down at the puddle forming on the carpet and shook her head.  “Go to the front office and ask for some new shorts – go”.

“Am I going to get the cane?” I asked before moving off.

“No – just go!” she replied.

And so it was that I would spend the rest of the day without undies and in a pair of shorts three sizes too big for me because I had drawn hands on some stencil clocks.

How many times would you make that mistake?  The answer is…a lot.  I constantly did things I was told not to whilst growing up and it’s no different in business.

We quite often make the same mistakes again and again regardless of the consequence.  And why is this little tale relevant to business?  Why is this the BIGGEST mistake we make in business?

How often do we rush to get our message out there into the world?  We quite often get excited with our promotions, our sales, our brand, but we forget to take a moment and find out exactly what it is our customers are after.  I’m happy to admit that I’m guilty of posting things on social media that are not relevant or even interesting to my target market.  We all probably do it.  Our BIGGEST Mistake in business is not talking to our ideal customers in our broadcasts.  We aren’t taking the time to listen to what they are after, or to research what they really want.

It’s the old saying “we try to sell the quarter inch drill bit, but what the customer is actually after is a quarter inch hole” – and what’s even more important to them is WHY they need the quarter inch hole.  Are they putting in shelves to create more storage space?  Are they building an outside deck?  We concentrate on the tools we can offer instead of the outcomes our clients need because we don’t listen or ask the right questions.

You will start to notice the consequence of these broadcasts that are off target particularly on Facebook posts where less and less people are being reached by your content.  You need to become more specific with your message and why it benefits your audience.

Here are three simple questions to ask each time you go to post on social media;

  1. What outcomes are your ideal clients after?
  2. Why are your solutions better or at least different from your competitors?
  3. Why should anyone care?

So before you do your next promotion or your next post, remember to ask those three questions – but regardless of whether it works or not, don’t go wetting yourself over it.  After all, we will continue to make mistakes – we just have to learn from each of them.

Adam Drummond is the creative director of adamdrummond.com.au

“Building businesses through social networking strategies.”

Be seen.  Be heard.  Be social.

 

 

 

Build your KLOUT muscle on Social Media

KLOUT began in 2008 and was used to primarily rate the effectiveness of social media users by ranking them out of 100 based on their social media presence, engagement with others and consistency.

Now, KLOUT is that, but so much more too. I use KLOUT like Hootsuite, in that KLOUT will suggest stories related to your general interests and the interests of your target market and then “bang” you can drag and drop the stories into a comment box and post to either Twitter or Facebook. (or more if you pay for more)

The main drawback that I can see at the moment, is that KLOUT doesn’t let you drag to your business Facebook page unless it is a Fan Page.

What I suggest you do though, is send it to your personal page, and then share to your business page when the topic is relevant to your business from your personal page.  Check it out…it’s basically very similar to Hootsuite, but ranks you against the world.

And on that topic, what should you rank? The average Joe/Jo is probably somewhere between 20-30 out of 100. Active social users are between 31-45 and experts or celebrities are 46 +. In fact if you have a score of 57 you are in the top 10% of social network users.

Call or email me, and I’ll help you to get your KLOUT score up!

Adam Drummond is the creative director of adamdrummond.com.au

“Building businesses through social networking strategies.”

Be seen. Be heard. Be social.

10 Big No No’s of Business Facebook Posts

Have you ever wondered, “am I allowed to post that?”  Or have you ever had someone comment on one of your posts with an unwanted negative perspective?  Facebook Business pages are very different to personal Facebook pages.  Here is a short list of what you should avoid on your business page.

10. Never bring up political or religious beliefs. If you must talk about your political views or your religious/non-religious opinions, keep them for debate on your personal page.

9. Do not post pictures, comics or statements that MAY be offensive in any way. If you’re questioning it, it probably means it is offensive. For the record, this is not a problem for some public profile pages such as those of a comedian or entertainer as they are targeting their own fans with their humour. If it’s to be funny as a business, check with someone first to see if it’s really funny and not just sick.

8. Do not tag people in a post unrelated to the post itself. This is a big way to cut people out of your fan page. If someone is mentioned in an article or BLOG (in a positive way) then go your hardest and let them know by tagging them. If however you have a special on at your clothes shop and you want more people to attend the clear out sale, do not tag people just to appear in their newsfeed, without their permission.

7. Never criticise a competitor on social media no matter which platform you’re on. It just looks bitter.

6. Don’t be tempted to comment on posts that you don’t agree with because it affects your business or infringes on your personal opinions. Again, it can just make you look bitter and a little bit twisted. It’s always funny when someone posts something you don’t agree with and then 80% of their friends/fans agree. Either you’re not in the right, or they just know how to reach their fans with similar mindsets.

5. Don’t post too many personal things on your Facebook business page. Keep to a simple ratio of 80% to 90% business/community/general interest and 10% to 20% personal content such as photos of you camping with the kids or hiking up a mountain.  And if possible, tie in a business philosophy with the image, such as “Climbing this mountain reminded me of the challenges I faced when I was a Start-Up business – tough but rewarding at the peak.”

4. Don’t NOT acknowledge a post from somewhere else. Instead of being tempted to copy the link to the post, simply SHARE it on your page. This way everyone receives credit and you build credibility. And as a bit of a karma bonus, people will do the same for you when you post a BLOG or interesting video, driving traffic back to your page.

3. Never ignore comments on Facebook as a business. This is the same as ignoring someone face to face, or in an email or hanging up on someone. It’s not a nice feeling for the person who has taken the time to comment on your post. Try to respond within three to four hours (click here for how to control your time on social media.)

2. Do not send out mass messages as a business page. Social media is for connecting with people and should be treated the same as a networking event. You don’t walk into a room where people are meeting informally to catch up and make a dramatic announcement. Instead you find individuals or small groups and join in the discussion. Same on Facebook – find a group for a discussion or connect on an individual basis rather than direct messaging a whole heap of different people resulting in them trying to find a way to politely exit the conversation.

1. Don’t post lots of content in a short period of time. You need to space out your content in a consistent manner so that it feels like a real newsfeed to your fans/likers and not an ad hoc bunch of random information that may or may not be relevant to those who follow you.

BONUS TIP

Never promote yourself or business on other people’s pages in comments. This is really, really unclassy and, well, rude. It’s happened to me before and I banned the Facebook user for life – yes it was cathartic. Don’t end up on that list with people!

Adam Drummond is the creative director of adamdrummond.com.au

“Building businesses through social networking strategies.”

Be seen. Be heard. Be social.

5 Steps to Building a Social Media Presence

If you follow these steps you will be on your way to creating a fantastic presence in the confusing and overwhelming sea of social media.

Step 1. Know where you should be…

If you want to build your business, which platforms can help you the most?  Most people these days have a business Facebook Page but don’t post on a regular basis, and few post things of relevance to others.  Their mind set is more about “this is me, this is what I do”, when it should be more “how can I help you?” or “how can I add value to your life?”

Even less people utilise the full benefits of LinkedIn and this is alarming considering how many business people are present on that platform.  Surely we can all prospect for business by building relationships with other business men and women?  Set up a referral group, build rapport then invite people for coffee to connect offline or even send them an email with updates on your industry and why it matters to them.

Twitter serves three purposes:

  1.  It’s a great R&D tool – when reading.  I spend hours finding out about things that either affect me or my industry on twitter.  It’s like having your own free seminar or magazine at your fingertips.
  2. It’s a great LIVE connecting tool with its hashtags as things happen at that moment.
  3. It’s great for engaging with an interested audience.  People are following you for a reason – they like your content.

YouTube is great for elevating your status as an expert (or nut job depending how viral you want to get!)

Blogging is a great way to express your thoughts whilst helping people at the same time.

So ask yourself, where should you be present and more importantly why should you be present there?

Step 2. Know who you are posting to…

The old blanket approach is okay for personal Facebook pages but when it comes to being a business you really need to have an ideal client you are addressing.  If you can picture your ideal client you will get a feel for what their likes and dislikes are, what impresses them and what will appeal to them so that your posts on any social media platform remain relevant and of interest to them.

I would also suggest you try connecting on a one-on-one level too.  Really engage by getting to know the other person’s business page, their interests and accolades.  If you are to be successful at B2B networking you need to be able to connect on a much deeper level than a general “Hi everyone, this is what I’ve been up to…”

Step 3.  Have a plan for posts…

Create a spreadsheet or document that has 3-6 months’ worth of content you can share and then schedule it in your Facebook business page or in your diary for twitter, LinkedIn, blogging or video diarising. There are plenty of general links, tips or trivia you can schedule and then it’s just a matter of setting and forgetting.

Step 4.  Manage your time…

Do you spend WAY too much time on social media?  Do you approach it in a fairly ad hoc way?  A little here and a little there?  It’s time to get disciplined and manage your time.

My tips would be;

a)      Only look at social media for 15 minutes in the morning, 15 minutes at lunch and for 15-30 minutes at night and only to post, reply and interact with people

b)      DO NOT look at social media in lines/queues, in between “jobs” or in ad hoc ways

c)       DO NOT check to see how many people like, comment or share your status updates – this will drive you batty and disappoint you when no one engages – save your checking for morning, lunch or night as per above

d)      Include each social media platform into your ideal week and ideal day.  For example, write your BLOG on Tuesday mornings.  Connect with two people on LinkedIn on Monday and Friday afternoons.  Do your R&D on twitter on a Wednesday.  The list goes on.

Step 5. Entertain + engage + educate = Rapport + Relationships

Every post should have an element of entertainment, engagement and education in order to be effective at building rapport and relationships with others.  “Two out of three aint bad”, but three out of three usually means you can’t go wrong.  Ask yourself each time you post, will this entertain my readers?  Will this engage my fans?  Will this educate someone?  By having 2-3 each time with a “yes” as a response you will be on your way to remaining relevant in this crowded world of posts, tweets, blogs and as “The Living End” say, the white noise.

Five steps can’t be that hard surely?  Try it out and let me know how you get on.  If you need a hand at any stage just email me adam@adamdrummond.com.au .

Adam Drummond is the creative director of adamdrummond.com.au and the host of www.waggawagga.tv

“Building businesses through social networking strategies.”

Be seen.  Be heard.  Be social.

Social Media is not THE Answer…but it’s one…

Is Social Media THE Answer for Your Business Growth?

If anyone tries to tell you “yes” – I’d be a little sceptical about their reasons why.  After all, there is no “THE” answer for any business growth.  However, social media is ONE answer amongst many.

Think of it like this.  You have a percentage of market share, right?  It may be 5% in your case or 45%?  Have you ever thought about what percentage of market share you actually want?  Maybe, and maybe you’ve even thought about how to achieve that goal too.  But if you don’t change anything about attracting new business to you, chances are you will fluctuate between 1% and 3% of whatever market share you are used to having in either direction.  “If nothing changes, nothing changes.”

Now let’s talk about strategies for increasing market share.  There are probably hundreds of things you could do to increase your slice of the market share pie.  Some of those hundred suggestions we love and others we don’t want to touch.  Like, I bet you’re not door-knocking as part of your marketing plan at the moment?  Do you really want to go house to house asking people if they’ll buy your kitchen products?  Or your range of sunglasses?  No.  The return on investment for the time and effort employed is not worth it.  Sure, if you get a couple of customers a day you have in fact increased your market share compared to what you had, but at what cost?

To door knock and receive a return on investment, your business needs to have a higher per transaction value.  Like real estate agents for instance.  If they knock on 40 doors a day for 5 days a week (or even employ someone to) and they get 2 actual listings from maybe 5 market appraisals they will receive about $15,000 to $30,000 for the two transactions out of 200 approaches.  No wonder they give it a shot!

Even agents don’t LIKE door knocking though – to them, it’s just another way of “prospecting” for business.

But enough of door-knocking – that’s not why I’m writing this blog.  It’s to prove there are ways to increase market share that you’re probably not doing right now.

Ask yourself these two simple questions;

  • Have I done anything different recently (the last 6 months) in my marketing plan?
  • Am I marketing myself and receiving a tangible, measurable return on investment?

If you answered “no” to one or both of these questions then there are some pretty exciting times ahead for your business!

And yes….social media may be one of the best answers for your business growth out of the hundreds available.

WHY?

Because even if you are consistently ON social media – you can improve.  We all can.  Even the biggest companies in the world have had to evolve and grow to make an impact on their social media platforms.  Now let’s think social media only for a moment and ask these 7 slightly trickier questions;

  • Do I have at least 4 social media platforms?  (Here are some examples – Facebook, LinkedIn, YouTube channel, Twitter, Instagram, Pinterest, BLOG sites etc)
  • Do I post regularly on these platforms engaging and meaningful content to my ideal customers?
  • Do I BLOG regularly?
  • Do I have a video BLOG (VLOG)?
  • Do I have a lead capture plan/tool?
  • Do I have a growth plan for social media?
  • Do I know how to improve the quality and reach of my content?

Now if you answered “no” to at least 4 of these questions, things are looking even brighter.  If you answered “yes” to more than 4, then you are already a social media rock star!  Congrats (and give me some tips, will you?  It’s a jungle out there!)

Why brighter when I’m answering “no”?  Because to fill the blanks just takes guidance, support, perseverance and a little hard work, but the “return on investment” is enormous…and tangible…and measurable.

What better way to gauge whether your marketing is working or not than by having “real-time” feedback on your content?

Traditional marketing can still work, but seriously, how many of us know for sure if our 30 second TV commercial made someone pick up the phone or search for us online?  It’s near impossible.  Think of traditional marketing as “branding” and social marketing as “lead generating” and you will be well on your way to the right frame of mind for increasing your share of the market.

The next step is ACTION.  One of the biggest mistakes made in social media marketing is the old adage – “I can do it myself because it’s cheaper.”  You know what?  You can build a house cheaper too but most of us still get a builder in to do the job.  That’s because anything is possible, but for the time, effort and money, the RESULT is what matters.

And while we’re on it…thanks for reading this far…social media and social networking are two different things.  Social networking when you and I were kids, was called “outside”.  It shouldn’t be any different today.  Why not try and get your social media to increase your physical social network?  After all, nothing beats face to face contact with others, and my bet is, nothing ever will.  Relationships are still about trust, reliability and fun – just like when we were kids and we built up our core friendships “outside” when we were playing.

What we as business owners need to focus on, is how do we turn what’s online into something that generates relationships and customers off-line.

Feel free to contact me immediately if you would like more information on how you can use some simple tips to increase your slice of the market pie.  Why?  Because it’s what I do!

adam@adamdrummond.com.au