April 30, 2011 37 Comments

Never Be Left Out

A Never Ending Light.

Inclusion is the secret sauce of social media. It’s one of the biggest opportunities. We can fill that sense of a need to belong. Social media allows for this.

Before you get all “gee whiz” about that, or think that it’s something too touchy-feely, realize that what humans want more than most things is validation. When we look at ads, the biggest emotion we tend to feel is, “I’m the type of person who would have that.” It’s this sense that we need to be included.

But advertising and marketing quite often leaves people feeling left out.

Invite Them In

Your community is a gift. Loyal connectivity between whatever you represent and the people who are drawn to it is a huge boon that you must nurture and feed. This leads to the business you’re so hoping to attain.

Think about it: would you rather 10,000 dispassionate people swing by, and maybe 50 make a purchase, or would you rather 300 really loyal people stick around, buy from you when the products make sense, and tell their friends how they’re part of something?

Really think about that for a moment.

Part of Something

These tools like Facebook aren’t places to put your coupons and your deals. They’re places for you to interact, to answer questions, to support people’s causes. Twitter is a chance to understand your buyers’ moods in between purchases, to support their goals, to listen to their concerns.

It’s fascinating how many businesses pay for customer opinion surveys but don’t listen to the free opinions given via the social web. Dip into a tool like Radian6 and you start to understand sentiment, percentage of conversation, and even more. Use even free tools to grow bigger ears and you’ve got the chance to understand people in many actionable dimensions.

Keep The Fires Warm

The environment of social media is quite often the cocktail party before the sale. It’s a chance to include people, to invite them in, to get to know them. And not because they’re a buyer, but because they’re people who’ve expressed an interest, and who might lead to even more serendipitous opportunities.

On a very personal note, I’m writing this from a conference ( SOBCon) where the opportunities are often a few years from when you first met the person, but where the intensity of those opportunities brings a whole new level of appreciation for what it means to belong to something. There’s no better sense of belonging than what you get from being part of something like SOBCon or PodCamp or Podcasters Across Borders. And that’s what has to happen with your social media and related efforts, online or offline.

Help others stay included. It’s worth gold (of many kinds).

By the way, the photographer for this photo above, Eric Albee, has some great snaps.

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  • http://www.mrshri.com Mr. Shri

    Super post Chris… you nailed the whole point of “social” in this.

  • http://rickmanelius.com Rick Manelius

    I think the hardest part is that outsiders (particularly my older clients) simply come at this from a completely different perspective… thinking they are just going to show up and post promotions and ads to a audience hungry for them. But these same clients don’t spend a minute of their own time searching for this type of social content themselves. Hence, the disconnect.

    But what I’ve learned from Chris’ articles, especially over the last few months, is the power of the ‘connect’ or reconnect instead of disconnect.

    Even being a child of this internet age, I missed the obvious. So these reminders are timely and appropriate. I know you have and use your ‘bigger ears’ philosophy Chris, but sometimes I almost feel like your reading our minds psychically :)

    • http://chrisbrogan.com Chris Brogan

      It’s the difference between selling once and selling for life.

      As for reading your minds, I can’t answer that. : )

  • http://twitter.com/JudyHelfand JudyHelfand

    I don’t know if we always desire to be needed, but I do think we most certainly always desire to be wanted! And yes, there is a difference. I am reluctant to put a link here…but if you want to see a great photo for this topic. Visit http://www.flickr.com/photos/ryanarts/5582635247/in/set-72157626042227467

    Thanks, Judy

  • http://raulcolon.net Raul Colon

    I have to agree. I appreciate how you have helped making me part of KTC and your community Chris. It is great when someone includes you and when you keep on building community.

    Many are so focused on making a quick dollar that they miss out on these great opportunities. Thanks to you and other like you I never feel left out!

  • http://raulcolon.net Raul Colon

    I have to agree. I appreciate how you have helped making me part of KTC and your community Chris. It is great when someone includes you and when you keep on building community.

    Many are so focused on making a quick dollar that they miss out on these great opportunities. Thanks to you and other like you I never feel left out!

  • http://raulcolon.net Raul Colon

    I have to agree. I appreciate how you have helped making me part of KTC and your community Chris. It is great when someone includes you and when you keep on building community.

    Many are so focused on making a quick dollar that they miss out on these great opportunities. Thanks to you and other like you I never feel left out!

  • http://www.outburstperformance.com Darren Bond

    Agreed. I’ve only recently started a website and blog (November) for my new consulting practice, after thirty years at a telco, and although I get perhaps a dozen visitors per day on average – if I’m lucky! – it has rekindled some old colleague relationships (even from about ten years ago) via LinkedIn and turned into a consulting contract.

    So, the social part itself is very rewarding, and the resulting work is the icing.

  • http://twitter.com/NancyD68 Nancy Davis

    It is part of the human condition to want to belong to something. There is often a part of me that seeks out community whether it is online, or in my day to day life.

    I am lucky enough to have both. I am seeking to create the same experience online, but seem to be struggling a bit (or am judging myself too harshly) I guess it is a bit of trial and error, but I guess that really is the only way to learn something new.

  • http://ClimbingEveryMountain.com Mary E. Ulrich

    You’re right, inclusion is inclusion. As Maslow pointed out, the need to belong is basic for survival.

    (Must admit when I first read your intro, you threw me using the word “inclusion.” I’ve worked for the inclusion of people w/severe disabilities for so long it’s hard to change gears and use it for anyone who can walk and talk. But the concept is the same. We all need to know there is a family, a tribe, a group of people who love and care about us, in good and bad times.)

  • http://www.sitesketch101.com Nicholas Z. Cardot

    How true. As I honestly look at myself, I see that I often experience that feeling of wanting to be included, of wanting to feel important to someone or to the group. Igniting that sense in folks around us would be a powerful way to connect with folks.

  • http://marismith.com Mari Smith

    “…Think about it: would you rather 10,000 dispassionate people swing by, and maybe 50 make a purchase, or would you rather 300 really loyal people stick around, buy from you when the products make sense, and tell their friends how they’re part of something?…”

    Amen!!! Chris, I just love ya to bits – thank you for continuing to blaze the trail about connecting, relating, listening, including, involving! I truly believe the primary factor that has made “social media” so popular is that it meets our fundamental human need to know that we matter, we belong, we make a difference. One tweet to someone in need can lift their spirits, make their day and even change the course of their entire life. We’re all in this together.

    Love the pic, btw – great illustrator. Lol.

    xx

  • Anonymous

    I bumped into your blog today and have now spent the better part of a few hours reading your posts back to 2006. For someone just starting to blog, I found your posts and tips very satisfying and inspiring. This latest post sums your perspectives nicely: “what humans want more than most things is validation”. Keep it coming!
    - PG

  • Eddie

    Being from a Generation before the Internet and Social Networks it is not always easy to use Social Networks to your advantages. It is the fine lines between “Hard/Direct-Sales – Sharing – ChitChat” that will make it or not to be Included.

  • http://www.care2.com/causes/trailblazers/ Sue Anne Reed

    I’m of two minds about this post. I agree with you from a marketer standpoint, social media offers a fantastic way to contact with potential customers and users of your product / members of your community.

    However, it can be a double-edged sword. People don’t scale well, and many companies are not putting the resources in to scale their social media interactions. Often what winds up happening is that people are ignored and feel more isolated and alone then they did before. If I see someone respond to one tweet or blog comment and then not respond to mine, I leave the interaction feeling left out and that’s a problem.

  • http://garryowen.biz Garry Owen Cardinal

    Those that have the mindset of “what can you do for ME” instead of “how can I help YOU” will ultimately fail at social media. Your followers will see you as a taker and not as someone willing to give back. Become a giver and your rewards will follow.

  • http://jeffroach.ca @jeffroach

    This is great stuff, Chris – thank you!

  • https://www.growfinancial.org/index.cfm?fuseaction=insurance.totalProtect Total Protect Home Warranty

    I appreciate how you have helped making me part of KTC and your community Chris. It is great when someone includes you and when you keep on building community.

  • http://public-sector-lists.com governmentlists

    When you are giving first or giving back -you are a part.
    This ignites reciprocation.
    Thanks to each of one.

  • http://public-sector-lists.com governmentlists

    When you are giving first or giving back -you are a part.
    This ignites reciprocation.
    Thanks to each of one.

  • http://www.pokeronlineromania.net Poker Online

    Hello. I love this article and I esspecially like this part “Your community is a gift. Loyal connectivity between whatever you represent and the people who are drawn to it is a huge boon that you must nurture and feed. This leads to the business you’re so hoping to attain. “

  • http://www.blistmarketing.com Brandon Yanofsky

    In the last month, I’ve really seen the power of social media. I’ve begun making friends with people who have the same interests as me. I feel closer to some of these people than some I know in person.

    Beyond business, advertising, and marketing, it’s such a great feeling to connect.

  • Meg @ www.onelovemeg.com

    I agree. I would rather have 300 people who loyally follow me then people who just come on and click and never come back. I think once you have captivated an audience then what you are saying can be truly inspirational. Thank you for sharing. I will keep these key ideas in mind as I move forward in my blogging adventure.

  • http://www.conceramedia.com/ Lindsay

    It’s using your networking skills through a different channel – social media. And because building relationships takes time, it is important that we not give the ‘hard sell’ with every interaction.

  • http://www.dayngrzone.com/ Dayngr

    I think that all too often people forget that social media is just an extension of the way we’ve been connecting and interacting for years – we’re just using more sophisticated tools and platforms now. We’re still human and as humans we crave interaction, nurturing and being acknowledged. Great post (as always), Chris! Thanks for including us!

    All the best,
    Trish (@Dayngr)
    Community Manager | Radian6

  • http://mattrhysdavies.com Matt Rhys-Davies

    Really good post Chris.

    Quality over quantity is something a lot of corporate heads don’t seem
    to understand in social media. It’s universally accepted in most other
    areas, but somehow a Facebook or Twitter strategy is all too frequently
    measured in ‘likes’ or ‘followers’.

    Cheers,
    Matt

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  • http://www.dcctvsecurity.com DCCTV

    Hi, Chris
    What are you going to explain according to the picture.

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  • http://www.elevenminuteawesome.com EJ Hunter

    Great post! I’m perpetually amazed at those folks who believe that marketing is just ‘hey, buy this!’ or ‘hey, you should get that!’ and they miss out on the whole social interaction involved. Thank you for putting words to it. :)

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  • Burki

    great job…..love this blog.

  • hobby

    Great work…..i like this post….majority of people think that marketing is name of selling and buying things and service…but it is something more then that….please keep it up,we are getting usefull information and can

  • http://www.goingpublic.us/ going public

    Chris nice work! I agree with you on the point of marketer standpoint,social media is most effective way to contact your customers,on other hand it is also fact that marketing is something more then just buying and selling product and services.

  • http://www.goingpublic.us/ going public

    Chris nice work! I agree with you on the point of marketer standpoint,social media is most effective way to contact your customers,on other hand it is also fact that marketing is something more then just buying and selling product and services.

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