Much of what we are going to talk about this morning will be familiar concepts to you.You will see that so much of what you teach can be applied to this world of social media and how you engage with it.At the most fundamental level, it is about creating new habits of use in order to achieve ease,Social Media ----It’s all “the rage”. Everyone is talking about it.And today, we are going to talk about 3 things.1. What Social Media means2. Why it is important for anyone to know about it Why it matters for the AT community3. Understanding how to create value from social media.
This picture here represents another layer of my social nation.That is the quad at Tufts University.I went to Tufts University. At Tufts, they didn’t believe in social stuff. They let the alumni, families, all go separate ways. All we got was a directory update and a pledge call once a year. That’s it.And for most people, college is a very significant 4 years in one’s life where people make profound connections. All lost after graduation!Colleges were not getting it. They were not mobilizing their efforts to continue to build community and connections beyond the campus walls. Not embracing it. But at the college campus down the street, I think it’s called Harvard, there was a very clever community member! In an effort to connect the students and create an online “book of student’s pictures” something crazy happened. Yes, that’s correct, FACEBOOK.
FACEBOOK cared to connect everyone.And, in doing so, yielded some incredible “Social Results”.Read each balloon - FACEBOOK has…Think about this - It took Harvard 365 years to build an endowment worth 20 billionIt only took Mark Zuckerberg 4 years to build 15 billionHe created a platform for online community. Connecting people. Sharing information.FM Alexander died 55 years ago…what is the status of your community? Are you connected? Are you reaping the benefits of being connected in the online world?Need to change the way you think about community. It’s not just about teachers teaching students in a room. And it’s not just about training people to become teachers.Are you ready to try doing this in a new way? Or are you stuck in your old habits? You CAN keep doing it the old way but the world around you is building communities all over the place. Don’t miss out!The trends suggest that people will build their own communities anyway. Don’t miss this…how much longer should you wait?? Another 50 years?“Be the change you wish to see in others.” Gandhi
Review of the 7 rules
A Social Nation requires that you think about the model of doing business differently. Organizations are transforming and growing because they are engaging the “customer/client” differently. Social media is not a “teacher knows best” approach. Which I really understand is a challenge for Alexander teachers because it is your job to teach. Which is still necessary for giving lessons to clients...but when you are thinking about the bigger social network for the AT community you are going to have to shift your mentality.If you want to thrive and grow….you will need to develop your followship skills.MAKE IT EASY FOR PEOPLE TO FOLLOW YOU.Today you are a facilitator. And a sharer of information.It’s the age of ‘put your stuff out there and start following it’. Make it easy for people to engage and followthe discourse, the ideas, the people.
Here is a great example of “followship”Created accessibility. Gary V.’s mom and dad owned a tiny wine store in NJ. When it came time for Gary to take over the family biz he noticed something. He realized that the United States is really more of a beer drinking country. People know about beer. They know about brands, which ones they like, don’t like, price points, etc.. And mostly that info about beer is widely available to drinkers….a.k.a. customers. Their business and product is wine. And wine is not widely known about or understood in the US. So, Gary V. created a wine library online and made info regarding wine widely available. Crush it - crush the old ideas about elitism.Gary V. developed followers. Engaged these followers gave them info. They became loyal followers and customers. Parents made 3 million in revenues over 30-40 years.Gary V. made 60 million in revenues in 5 years
Build a culture that reflects your core values. Let that permeate how you do business.What is the culture in your community? Your business?What do you value? How does that inform the way you conduct yourselves and conduct business?
Culture is becoming the value proposition in today’s world.The whole job is making the customer happy.What’s your job? What are you delivering?So, how did Zappos let culture lead the way?If you can deliver happiness you can…Changing the concept of selling shoes to selling happiness.AT – what are you selling?By the way, he sold his biz for a billion dollars. For the AT community -- As a professional organization --Something to consider….what are you selling? Health, wellness, inner peace, pain relief? And as you get more clarity on that, then you can look at your culture, and consider new policies and procedures that will support your value proposition.
This one is an “oldie but goody”
Emily PostIt’s not what you say, it’s how you say itAND, this is important because this is what differentiates you.Are you inviting? Are you caring? Interested, exciting, thoughtful, curious, open.Every member of the community has to take responsibility for etiquette. Knowing that social media creates forums for open communication and engagement…it’s crucial that people mind their manners. Old school!Things to mind:Tone of voice. Language. Intention.Everyone has content. Everyone has something to say. It’s how you put it out there. What is your tone?Are you being a good leader or good follower?Teacher or student? (are you wanting to be the expert and have the final word or are you in a learning engaged mode?). Instructive or Adaptive?If you are building community, choose to be adaptive. Set yourself up for success.
All this socializing! Social skills are mandatory. Everyone talks about IQ, EQ…well, you need your SQ!All skills are needed – technical, strategic, emotional, social. All must be developed.Many of you are skilled in social intelligence face to face. Now it’s about being open and gaining skill in social skills online. Developing your Social Intelligence means understanding what it is, why it’s important, and the value it adds. SQ is about using that knowledge and awareness to engage and participate in social media.
Here is an interesting example.Sam Ganz started a concept – a toy that is in the physical world and in the virtual world.Much like AT. Your product/service is about a physical world interaction and you are beginning to think about and develop ways to engage in your work in the online world.He decided to build intelligence in both worlds. And advance the offerings in both worlds. The physical and the virtual. And his company grew and is now worth 100s of millions of dollars.The most important take away from this example is that Sam Ganz recognized that these worlds are not disconnected. And that by engaging in both and becoming adept and skilled in both…his company, his product, his brand--- became a huge success.
The problem is that people don’t think of their customers as fans.You need fanatics. Your goal should be to have fans who are “wild about Alexander” and want to be connected to it, associated with it, and talk about it with other people.
Sports is an obvious example of something that has a large fan base. FIFA World Cup --- there were so many fans logged in to “participate” in this event that the site actually crashed. Fans like to be involved and engaged! To feel like they are part of what’s happening. Build an international fan club. Be mindful of NOT trying to build your own elitist fan club.Alexander – who are your fans? What can you offer them?
Rule #6 is really going to throw you. In this context, it goes against the notion of having experts, and master teachers, and people who know stuff that others don’t.In the social media world, growth and innovation comes from OTHERS.What makes you believe that you know everything about how create ease and heal people?Your patients might have some good ideas. OTHER people who work with people in pain might have something valuable to contribute.The stance to take now is…Elicit information and ideas from your community. Community is made up of patients, teachers, trainees, fans, anyone who deals with pain. The more you involve them the more they will want to be with you.Vote on your favorite intervention?Share favorite metaphors you use while teaching? And vote on best ones?Determine most popular words used to describe pain.Find out most common types of clients.So much to learned and developed from the community.
GlaxoSmith Kline - here’s something new. GSK recognized that they haven’t found the answer yet to fighting malaria. So, what did they do? Last month they released this statement."The world desperately needs new medicines to fight malaria. This data provides us and other researchers around the world with several new leads to follow. We hope this information will drive further studies into the disease, and we call for all researchers to add their findings back to the EBI to create an open worldwide collaboration to expand our collective knowledge and make new medicines." Opened it up to all researchers! Worldwide collaboration. Anyone can participate. Let the community know that “we are more committed to fighting malaria” than we are about being the one’s who “figured it out”.What would that look like in the Alexander Technique world?
Reward the people who make valuable contributions. I am rewarding you…Help people help themselves.
What made Apple so amazing…they only had 11 apps when they launched the iphone. They built 50 more apps when it first came out.Now over 160 thousand apps. Only 11 from the start. Stopped at 50.Apple changed the game. Reverse the commission structure.Apple pays 70 cents to youMicrosoft pays 10 cents to you Which company are you going to feel more loyal to? Which one are you going to want to align yourself with? develop brand loyalty to?Mac users and consumers have become “part of the team”. They essentially work for Apple!Do you want the AT community to help the world?Consider ways in which you can reward your fans/customers/clients. What would that look like?Maybe it’s a referral program that offers benefits or rewards?
Review of the 7 rules
Introductory message from Barry.
Review of the 7 rules
Social Nation: How To Grow Your Business
Barry Libert, Chairman & CEO<br />
Agenda<br />What is a Social Nation<br />7 Rules for Success<br />5 Places to Get Started<br />
Definition<br />Social (adjective): Living or preferring to live and work in a community rather than alone<br />Nation (noun): A community of persons not constituting a state but bound by common interests and passions<br />
Value Created<br />5 billion pieces of content<br />500 million active users<br />$10 billion market value<br />3.5 million events created<br />3 billion photos<br />5.3 billion fans<br />
Why Now? <br />People want to connect<br />People want to be heard <br />People expect the same tools<br />Good Products And Services are No Longer Enough!<br />
7 Rules for Social Success<br />Develop Your Social Skills<br />Let Culture Lead Your Way<br />Mind Your On and Off-Line Manners<br />Listen, Learn and Adopt<br />Create Fans in Everything You Do<br />Rely on Others for Growth & Innovation<br />Reward Your Friends & Followers<br />
10 Pitfalls to Avoid<br />Running your Social Nation like a traditional business <br />Underfunding you social initiatives and abandoning them too soon <br />Neglecting to build programs that encourage member engagement<br />Relying on a “Build-It-and-They-Will-Come’ mentality <br />Waiting to establish a Social Nation/Community support organization <br />Underestimating the power of “Volunteer Evangelism” <br />Neglecting any of your nations – Employee, Partner, and Customer<br />Relying on traditional approaches to designing Your Social Nation<br />Developing your own social software, moderation and Analytics S<br />Getting caught without partners to help you succeed <br />