Make Blueprints

October 20, 2009 · Comments

mandolin blueprints If you intend to build something, there are a few ways to do it: inventors do it by hacking things out in their lab, and then finding success. Builders do it by taking what the inventor did and making plans and blueprints for the same result, so that others can translate their work and execute it similarly to what the inventor uncovered. I suspect that many of us showing up at the doors of prospective clients with our inventions, or just crazy talk about our inventions, but no blueprints.

Think about this from the perspective of the buyer. Would you buy a house from a guy with a great set of tools and resources, but with no plan of what you’re getting? No. All the reputation in the world won’t carry you through that purchase.

So, when thinking about how to sell social media integration into a company, turn your invention into blueprints and some “artist’s renderings” so that your client will see what you’re talking about and understand how it fits the rest of the business. Be mindful of the connecting points, or how these social tools will connect with the rest of the business at hand. Be ready to talk about the benefits of adding on this new project, and what it will yield the customer. Remember: people don’t use social media because it’s cool.

And in the end, be a mix of flexible and responsible. If you were building a home for someone and they asked for a toilet in every room, you could technically accommodate that, so be clear to point this out. But then, it would cost a fortune because plumbing is an expensive part of building, so point that out, too.

Make sense, my fellow builders?

Photo credit Mark Coggins

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  • What a s imple suggestion, yet right on target. Develop a plan for your plan, so to speak. Brilliant.
  • Great point. We constantly hear the same old case studies and success stories touted in Social Media. But the real question clients want answered is "How will I do succeed at something like that?" That's where the blueprint comes in.

    Thank you for another great distillation of best practices.
  • Blueprints analogy is a good one. As social media proponents we get jazzed by the coolness or potential coolness (more often than not) but cool isn't much of a value proposition for most businesses. "What's it going to do for my business?" and "How are you going to do it?" are the questions most want answered.
  • It's crazy that you bring this up now, Chris. I've had this same discussion with no less than 5 people in the last week alone.

    People are getting frustrated with social media "theory". They want someone to walk them through practical steps so they can tap into social media in a way that works for their own unique business situations. Sounds like a business opportunity. Hmmmm... ;)
  • Thanks Chris,
    That's one of the reasons I enjoy reading case studies so much. It allows you to reverse-engineer the success of the particular case and see what was done right here. Then you can analyze it and see how it can be used for other projects. Understand what your working with and develop your own improved product blueprint. Success will always have many followers.
  • I used a blueprint at a very vital time recently. The drummer in my band was feeling confused about what was going on, whether things could really be getting anywhere. I realised he didn't have the plan that's in my head which keeps me going. And I've had trouble explaining it to him before. This time I drew it for him. He loved that because he started to understand it finally and that made him feel better about the direction we are taking.
  • I like the toilet analogy. It is important to understand how all of the marketing elements fit into the overall strategy. Customer service would suggest one try to accomodate a client's request for a toilet in every room. Sound strategy would suggest that one understand the client first and then propose the plan that suits the client's requirements. The client trusts you to do what's right.
  • Completely agree. I also think that no matter how well you try to explain the implementation in words, people visualize pictures much easier. Take the time to put together a few pictures and diagrams which are simple and easy to understand. Your clients will thank you and you'll probably have less questions to answer (at least about that part). Great post, Chris. Thanks for the reminder.
  • I'd like to see one of these: blueprint of social media project :)
  • remarkablogger
    Also, when you're selling this stuff, your blueprint is branding. Your blueprint is your USP/UVP.
  • You're right Chris. Blueprints are a great sales tool. I was part of a team selling a technology company our services to develop and manage a 90+ city, global seminar tour. After several meetings and calls and in a final effort to demonstrate our expertise and close the deal, we took the risk of actually developing a detailed project plan as a Gantt chart (with over 360 items in it). We printed it on a 4 foot by 8 foot sheet of paper, rolled it out on a conference table, said "here's your project plan" and stood back. After 10 minutes of the prospect reviewing the chart - and my team and I saying nothing - the decision maker said "congratulations, let's get to work".
  • Great post! Blueprints are the life blood of any service planning and, social media marketing is just that. Creating content is like creating information products - and, if you aren't approaching your marketing that way then, there is a chance you're going to miss some great opportunities.
  • "You can't build a house without a foundation" but before you even get to that everybody should get everything in a blueprint. This should be easier for project manager. The whole process will take you more time but the final project will be better. I don't know if I'm correct and if this is what you mean.

    Cheers
  • I think that's a great argument. Clients are becoming far more savvy about wanting structured breakdowns of the various aspects and measurable benefits of social media, aesthetic web design work, and other technical developments. That's exactly as it should be, if we can't effectively outline the benefits of the work that we do then we shouldn't be in business!

    Savvier clients can be beneficial to designers, social media consultants and other tech workers by forcing us to take a more businesslike approach to our work. Blueprints won't just make you shine to your client, they'll clarify to you the benefits of your work and help you to pitch better in the future.
  • Dear Chris,
    customers, especially now these days want an answer on the question: what am I buying, what am I gonna pay for?
    The answer depends on the roadmap. Will it be learning by doing & engaging and/or (?) deciding, planning & executing.
    Your blueprint suggestion for me is take "the good" from the traditional (and recognizable) approach and use it as a guide in a learning process.
  • I love it!

    It would be cool, generous, insightful, educational if you would be so kind as to share one of your blueprints with the rest of us clowns - pretty please!
  • A blueprint is great, the execution of it must be flexible and focused on the principles of social media. I've seen many companies jump full force into social media and fail miserably.

    Taking the metaphor a step further, as a contractor, you must make sure the blueprint meets the building code and guidelines. Those 'codes' and 'guidelines' means respecting people and being relevant or useful.

    Mapping out ideas are always worth the time it takes to make them. It affords great planning and thoroughness of them. Great post, Chris!

    ~Joe
  • Love it! Will be working on this today!
  • bloginterfacenet
    People use social media because they are forced to use it. If they don't use it, they won't succeed and someone else will. Even if you use social media, you have to know the right way to use it and you must be faster than your competition. Timing is the master of everything. You miss the the right timing, you fail.
  • Elizabeth_H
    It's interesting to see blueprints brought up. I haven't seen many bloggers talking about this. The company I work for actually has been focusing on blueprints since we opened. Creating the plan and mapping it out for the client has been so beneficial in helping them see how social media applies to them and will actually help.
  • Chris, again short and sweet and helpful and insightful and THANK YOU!
  • Makes sense to me. No one takes you seriously if you don't have a plan.
  • So true. As a project manager by trade, having a "blue print" is critical to the success of the deliverable.

    It's amazing how many people still fly by the seat of their pants when creating their blog sites.
  • Great perspective! Two weeks ago, I was talking to a friend--and prospective client--about social media. He didn't get it, couldn't see the benefit of it. A shame because his business is 70% online sales; he needs it, from me or whoever.

    I tried to explain things in general, and for his company specifically, but I didn't sway him. He left Starbucks that day a non-believer.

    Reading this post and thinking back, I suppose I was like a crazy person, proudly showing off the huge boat I had built... in my basement!

    As an exercise for me, I'm going to "draw up some blueprints" for social media integration for his company then invite him to coffee again.

    We'll see!
  • Makes total sense, Chris. I was just thinking about this this morning, and about how I want to use social media, and how I want to brand myself, and how I want to use / do my blogs when I get back to blogging. My social media right now is kind of a mess, as I am going in all different directions with it at times, and I have joined just about EVERY social media forum there is out there, and for every reason! I need to decide which ones are most beneficial, useful and fun. Yes, fun, as there is nothing wrong with having occassional fun! I do know I love twitter and will never quit it, as I am learning so much and meeting the best people, and I won't quit a few other social media mediums either. However, I could do without many of them. Thanks for a great post!
  • thedatabasediva
    Love it. Pictures always convey ideas better than talking. That's why YouTube is so hot. I once gave a presentation on social networking by tying string between 2 tin cans and asking for a volunteer from the audience. It really is that simple once you get past all the technology and buzz words. Thanks for the simple idea, Chris.
  • I am a big fan of effectively using images and blueprints to help others see what I see in my mind's eye. Helping someone visualize the outcome will help you sell.
  • Great Idea! I'm a real visual learner so pics are good for me. I've been working on something like this for the past week already. I created investment flowchart to help show what process I go through to make an investment for my Self Directed IRA. Instead of writing all the words out on several blog posts, once finished being illustrated, my flowchart should be a starting point for new investors. Then they can understand and ask better questions much sooner. I expect that they will add those questions to my "Burning Question" page on my blog.

    I have a small "Concept" pic of my flowchart to show visitors, but the final I expect will be much nicer in color once done.

    Will
  • Great Post Chris - I am a firm believer in design before you leap, or as you put it, drawing up Blueprints to show what you are about to build or do.
    Truth is, very little of our technology is designed well (all those door handles you push instead of pull, VCRs with flashing clocks). My post on this was called Sales and Marketing Automation Made Easy (http://www.inbound-marketing-automation.ca/blog...).
  • How timely for me! I'm speaking to a group of builders and realtors tomorrow about social media. My plan is to essentially encourage them to think it through, establish goals and develop methods that work for them as opposed to simply following the next guy. Love the analogy. Glad I stopped by tonight.
  • I think I just had a eureka moment, but not with a flashing light bulb. More like an analog knob slowly being turned on.
  • ericbluec
    Yes Blueprints work wonders. This helps both sides of the table know and understand the expectations. The process must take a step by step methology with executional elements or deliverables otherwise it is just air or what we like to call "Quick I have a thought, get it out there" Strategy leads Tactical executions not tactical executions lead strategy. Here is a sample of our Road Map for Azunia Tequila which is owned by two former Ketel One executives. Here is the overview Road Map followed by 50 pages of documentation. http://tinyurl.com/yzmba7j
  • Great post. Makes sense on having a blueprint. Seems difficult to have a blueprint when talking about social media. Maybe I am wrong because I am still very new to this.
  • This post couldn't come at a more perfect time. I was recently asked to help a luxury real estate developer create an online social media presence. They have no idea how it all works, but feel they're missing the boat.

    My goal is to not just get them set up, but show them how & why to use social media so they can be self sufficient. Without a blueprint someone that is totally green has no idea of what to expect or roadmap to get there. It's too easy to slip back into the "this stuff is stupid" mentality.
  • Brilliant! You stated a nice suggestion there!Having blueprints is a good thing for anything that you do.
  • Blueprints are a great thing to have, but don't spend too much time on them. They're just going to end up in the garbage.
  • jeffersonjefferson92
    Fascinating article I agree with the majority of it, it seems to make sense. In light of your advice I will have to get to work to freshen up my site, Great! Thanks for sharing your ideas for a successful blogging.:)
  • Hi! Chris,This is really a fabulous post and this is well written as well as well informative also for which we are benefited from it.This having very useful tips which I follow and Thanks for the fabulous post.Keep blogging.
  • Thank you very much for the information sharing with us.I really like the tips you have given.Very informative.And Blueprints analogy is a good one.Thanks a lot.Keep blogging.
  • marryroy01
    People are getting frustrated with social media "theory". They want someone to walk them through practical steps so they can tap into social media in a way that works for their own unique business situations. Sounds like a business opportunity.I want to know other suggestions in regard of blue-prints.

    aminosäuren
  • Here is Version 1.0 of a blueprint the team at Interchanges.com put together. Version 2.0 should be ready in January 2010. Let me know what you think Mary. Do you have any ideas that would make it better?

    I am also working on a step by step list of "fundamentals" for distributing content effectively online.
  • Nelson Bruton
    Heres the link to the Blueprint: http://bit.ly/5QBtWB
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