Building Your Social Body Language

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As a company or personal brand, much of your social interactions are public, so paying attention to your social body language – or your collective behavior across the Internet – is critical. While there’s no way to control every perception, you can certainly guide it toward a direction that’s right for you… but only if you’re mindful now. Bryan will walk you through the practical steps to create and maintain your social body language, while looking at a few key areas including your current and potential influencer network, curation strategies, building your listening strategy, and maximizing your time without it overtaking the rest of your life.

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  • Get Real: Know who you are as a brand, and exude qualities that fit who you really are at the heart. It sounds so simple, and yet it’s probably the thing I find most companies get wrong. Whether you’re getting it from your customers, or doing the work from within, do the work to discover who your brand is. Pay attention to your fingerprint, it will create shifts along the way.What are you thinking about? What matters to you?Are you listening?How are you communicating what you’re thinking?How are you acting and reacting?
  • Get Real: Know who you are as a brand, and exude qualities that fit who you really are at the heart. It sounds so simple, and yet it’s probably the thing I find most companies get wrong. Whether you’re getting it from your customers, or doing the work from within, do the work to discover who your brand is. Pay attention to your fingerprint, it will create shifts along the way.Same for brandsWhat are you thinking about? What matters to you?Are you listening?How are you communicating what you’re thinking?How are you acting and reacting?
  • Don’t feel bad. As it turns out, this is harder than it sounds. Just a fraction of consumer feedback is being captured online by brands. You can imagine how many opportunities, and dollars, are being missed along with it every day.And on the other side, marketers aren’t doing much better in their competitive intel for their clients. The thing is, it’s all possible to gather online and through social channels… you just need to know how to do it, where to find it, and what to do with it.1) Socially listen – There are plenty of social listening platforms available for small to large businesses. Being an advocate of social listening, I believe it’s the first place you should start when trying to grow your business or launch a marketing campaign. Social listening will be the death of focus groups – mark my words
  • So how do you scale listening to yourbrand? Becoming a Social Business takes time but it’s where business is headed, and those who embrace this paradigm shift will win. Find yourself a social savvy team to engage with your social communities. Develop processes, such as social governance and response models to set boundaries specific to your brand values. And find and test Social listening and measurement tools that serve your business goals best. The worst thing you can do is nothing.5) Automate – The human brain can only take you so far, and with so much data out there, it’s impossible to do everything I’ve talked about here quickly and manually. There’s no “magic set” of tools to help setup your baseline goals, but through trial you’ll find a combination that works. A word of caution: There are new tools born every day, and since it all happens so quickly, if you fall in love with one thing you might miss something else that could potentially help you innovate or engage much more quickly. Stay nimble, stay flexible.
  • An easy starting point is something that’s already inherent to us as human beings – Listening. Actively listening, in the context of social media, means monitoring social conversations, and joining in. By joining into new conversations, you’ll quickly see new opportunities to engage, answer questions, solve a problem, whatever the other person is sharing about your brand. And when they’re heard, and helped, they become interested and endeared – at the very least, neutralized – and are more inclined to share and purchase from you.But not every brand gets it right. Here are a few examples of the wrecking ball in action.
  • With the explosion of social media, our new focus group is everyone. At least everyone online, since that’s where they share their opinions about everything. It turns out there is such a thing as “wisdom of the crowds” as well as some key individuals whose opinions really matter to brands out there. With more data being shared every second, people within these brands are trying to tap into this rich information to become smarter marketers.
  • 3) Cherish your Raving Fans: When your brand hits its lows, the only thing that will sustain you through is the brand loyalists, or “raving fans”, that are always there for you. Don’t forget to thank them, even when you’re having a bad day or a low point. You never know which fan just might help you turn things around.
  • 1) Socially listen – There are plenty of social listening platforms available for small to large businesses. Being an advocate of social listening, I believe it’s the first place you should start when trying to grow your business or launch a marketing campaign. Social listening will be the death of focus groups – mark my words 
  • With the explosion of social media, our new focus group is everyone. At least everyone online, since that’s where they share their opinions about everything. It turns out there is such a thing as “wisdom of the crowds” as well as some key individuals whose opinions really matter to brands out there. With more data being shared every second, people within these brands are trying to tap into this rich information to become smarter marketers.
  • 4) Embrace change – In social, you’re going to hear the good, bad and the ugly about what you put out into the world. But business has evolved to the point where it needs to adapt and adopt new thinking quickly to survive, without fear of making a mistake and shifting mindsets. I agree with Steve Jobs, when he said that the consumer doesn’t know what they want until you give it to them. So give them your best ideas, and be open to the feedback when it comes. You might just hear something that sparks a better approach. 5) Failure means shifting and trying again- a shift that makes a difference comes more from failure than it does success. When you’re able to see the shifts out of each challenge you face, they’ll all add up to success!1) Get Real: Know who you are as a brand, and exude qualities that fit who you really are at the heart. It sounds so simple, and yet it’s probably the thing I find most companies get wrong. Whether you’re getting it from your customers, or doing the work from within, do the work to discover who your brand is. Pay attention to your fingerprint, it will create shifts along the way. Authenticity drives the energy necessary to create forward momentum.  
  • 4) Embrace change – In social, you’re going to hear the good, bad and the ugly about what you put out into the world. But business has evolved to the point where it needs to adapt and adopt new thinking quickly to survive, without fear of making a mistake and shifting mindsets. I agree with Steve Jobs, when he said that the consumer doesn’t know what they want until you give it to them. So give them your best ideas, and be open to the feedback when it comes. You might just hear something that sparks a better approach. 5) Failure means shifting and trying again- a shift that makes a difference comes more from failure than it does success. When you’re able to see the shifts out of each challenge you face, they’ll all add up to success!1) Get Real: Know who you are as a brand, and exude qualities that fit who you really are at the heart. It sounds so simple, and yet it’s probably the thing I find most companies get wrong. Whether you’re getting it from your customers, or doing the work from within, do the work to discover who your brand is. Pay attention to your fingerprint, it will create shifts along the way. Authenticity drives the energy necessary to create forward momentum.  
  • 1) Get Real: Know who you are as a brand, and exude qualities that fit who you really are at the heart. It sounds so simple, and yet it’s probably the thing I find most companies get wrong. Whether you’re getting it from your customers, or doing the work from within, do the work to discover who your brand is. Pay attention to your fingerprint, it will create shifts along the way.
  • Don’t ever pay for fans. Ever.
  • There is no shortage of people in social. But just like in life, if you run with the wrong crowd, what you have to offer will never be maximized or heard.
  • There is no shortage of people in social. But just like in life, if you run with the wrong crowd, what you have to offer will never be maximized or heard.
  • Sometimes brands don’t know how to act during events such as remembering the 9/11 tragedy. Here’s a recent example pulled from Huffington Post, which started on Twitter. An independent Marriott franchise decided it would be a good idea to offer free coffee and mini-muffins for a WHOLE HALF HOUR to honor those lost in 9/11. The Tweet went viral as people shared it in disbelief – 5,365 times to their networks – and it took the corporate office 2 days to respond with an apology. By them not actively listening and taking part in the social conversation, you can imagine the negative sentiment they had to battle and spend time, money and resources to regain.Now I love Marriott, don’t get me wrong – but this is a great example that even brands we love are in the constant cross hairs of an incident if they’re not listening across social.
  • Your fans will give you free virtual hugs (in the form of WOM and more fans)We’re a global society today, connected through social and digital channels 24/7. But as humans, since the beginning of time, we all share a basic need to be heard. We all just want to belong to something we care about. Actively listening gives you the greatest opportunity to grow your tribe of loyal fans. If you’re consistent, authentic and honest, they will stick with you through the bad times, and will always be eager to help and share.As a business, this means revenue for you. But more importantly, it means you care about your customers, your employees, your company, and your product. It means taking pride in serving others in the right way. Isn’t that why we’re all here anyway?
  • Building Your Social Body Language

    1. 1. Building your Social #pmlabs @bryankramer
    2. 2. #pmlabs @bryankramer
    3. 3. Thinking Demeanor Listening Voice + Tone #pmlabs @bryankramer Know who you are.
    4. 4. Thinking Demeanor Listening Voice + Tone #pmlabs @bryankramer Know who you are.
    5. 5. A whopping 93% of communication is based on nonverbal body language. #pmlabs @bryankramer Source: Forbes
    6. 6. Social body language is… How you interact online without the context of your offline behavior. #pmlabs @bryankramer
    7. 7. 86% 70% of consumer feedback online is missed by brands. of marketers do not collect social media data about their competitors. ~ Social Media Explorer #pmlabs @bryankramer ~ Loyalty 360
    8. 8. #pmlabs @bryankramer Huh
    9. 9. Choose tools that work for you. #pmlabs @bryankramer
    10. 10. Listening Actively listening = new opportunities = more fans = more revenue… every time. #pmlabs @bryankramer
    11. 11. There are 350,000 new Tweets and over 500,000 new Facebook comments – Every minute. #pmlabs @bryankramer
    12. 12. Empower your teams to engage with your fans in a timely manner. #pmlabs @bryankramer
    13. 13. Thinking Authenticity is the most important factor to gaining credibility in social. Fakers suck. #pmlabs @bryankramer
    14. 14. give give give give give give give give give give give give give give give give give give give give get. #pmlabs @bryankramer
    15. 15. Look people in the eye digitally. ~ Ted Rubin #RonR #pmlabs @bryankramer
    16. 16. Define your personal platform. Then align it with your brand. #pmlabs @bryankramer
    17. 17. Voice + Tone Engage with likeminded people… or the conversations won’t be relevant. #pmlabs @bryankramer
    18. 18. Find your personal and brand influencers. #pmlabs @bryankramer
    19. 19. #pmlabs @bryankramer
    20. 20. 52% of consumers stop following a business’ page because the content is boring and repetitive. #pmlabs @bryankramer
    21. 21. #pmlabs @bryankramer
    22. 22. Demeanor Social lets you take chances… Aim to delight, but if you fail, just be honest AND timely. #pmlabs @bryankramer
    23. 23. While the hotel was making a sympathetic gesture to its guests in remembrance of 9/11, we apologize and understand why some people may have misunderstood the intent of the offer. Marriott’s emailed response to Huffington Post 2 days later #pmlabs @bryankramer Post Image Source: Huffington
    24. 24. Create a response strategy. I can help you with that, we have students throughout the US. Private message me your info. Great pic! Keep posting your favorites, we have exciting things planned for the future. Yes, they are, but did you know that our graduates make more than anyone else a year? Check us out! http://bit.ly/KaSJsC Way to follow your dream! Did you know in 6 months you could be a grad at our school? Learn more here: http://bit.ly/KaSJsC #pmlabs @bryankramer
    25. 25. Empower your teams. Respond in a timely, relevant way. Be you. #pmlabs @bryankramer Know who you’re talking with. Share and create content you both care about.
    26. 26. What is your Social Body Language? #pmlabs @bryankramer
    27. 27. Thank you! www.bryankramer.com /bryankramer #pmlabs @bryankramer @bryankramer /bryanjkramer

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