What’s Your Social Media Foundation?

Pam Moore - Marketing NutPam Moore at Marketing Nut published a blog post last week entitled “My Promise to You Social Media Friends.” In it, she related how the recent passing of her Granny made her reflect on how thankful she is for the relationships in her life, including those with her blog readers and social media friends.

She concludes the piece with a very revealing set of questions. I wonder how many of us ever truly consider them as we tweet, share, post and blog. They are:

What is your foundation for social media? What are your beliefs? What promises are you living or do you need to make to your social media friends?

If you’ve ever written a business or marketing plan, the answers to these questions should be a part of it. And those answers should be consistent with how you implement and use your social media accounts.

For me, both my company and my online interactions are guided by a biblical passage found in Ephesians 4:29.

Do not let any unwholesome talk come out of your mouths, but only what is helpful for building others up according to their needs, that it may benefit those who listen.

I believe that everyone of us has unique gifts and abilities. When we use our gifts to contribute to the world around us, the world becomes a better place to live in.

My particular gift is to take complex ideas and communicate them in ways that are easy to understand. I did that for over 20 years as a technical writer and trainer. I’m doing it now as a speaker and consultant. And that is why this blog will always be used to educate my readers, providing you with useful information that builds up your ability to market your product or service online.

I wholeheartedly believe in the old Chinese proverb:

Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.

I know that a lot of my readers are do-it-yourself-type people, whether by nature or due to financial constraints. While Aleweb is here to serve your social marketing needs, we will always have a firm commitment to teaching you how to fish as well.

So, to echo Pam’s questions… What is your foundation for social media? What are your beliefs? What promises are you living or do you need to make to your social media friends? I’d love to hear your thoughts and ideas.

Forging Into the Future — 2012

2012

When I outlined at the beginning of last year how I was going to meet my goals for the year, this is what I wrote:

…accomplished by focusing for the next few months on the specific areas of sales (pricing, fulfillment, etc.), product development (for residuals), and website upgrades (for greater visibility, lead capture and establishment of my expertise). These will then serve as part of the launch of my (paid) speaking career.

To put it a bit more concisely, my aim was to shift my focus to speaking more. The necessary ingredients I saw for this were a product to sell, a platform for visibility (namely, my website), and a mailing list to work with.

This required migrating my website from one platform to another in order to make the changes I felt were necessary. Check! That’s done.

It also required creating a product that could be sold. Although a bit late, since it was finished January 5th this year, check! That’s done too. The first of many to come…

I felt (and still feel) that “selling” is a skill that I just don’t have. But I did engage with some great sales mentors to learn what I could, and I’m happy to report that you can teach an old dog new tricks. It’s just going to take some time and patience.

So far as building a mailing list goes? Well, I’m working on that right now, participating in the Self Improvement Gift Giveaway! But I don’t want just any old mailing list. After some introspection, I realized that I am, and always have been, a wordsmith. I love writing and speaking, working with writers and speakers, and many of my clients are one or the other, even though I wasn’t targeting that specific demographic. So, moving forward, the list I am building is for writers and speakers, and the solutions I am offering are intentionally meant for them.

To be able to complete this transition into a niche market, my focus is necessarily becoming more myopic. My goals for 2012 take me deeper into this niche of dealing with authors and speakers, with a micro-niche of working in the Christian community. Product development and building my mailing list are both huge components of that. But I’m also spending time on developing a coaching program, as well as expanding my speaking platform.

So, here are my priorities for 2012:

  • Increase my client base, moving more and more into the niche I want to establish myself in. Speaking engagements and product development will shift more and more into this market to establish my expertise. Increasing my client base in those areas will also require me to increase my connections with others serving that same market. So, I anticipate expanding my network by 5 new contacts a week to increase my client base by 2-3 new clients a month.
  • Work smarter, not harder! I’m still living in a world where I’m the Chief Cook and Bottle Washer at the same time as being the CEO and Janitor. It’s hard to flourish in any of those roles when I’m trying to do them all at once. So, the plan here is to recognize the responsibilities of each role, and set aside a minimum or 2 hours dedicated time every week to function in each of the necessary capacities, while getting rid of those things that I, specifically, do not need to do through elimination or outsourcing. It also means offering more group services (coaching, masterminds, speeches, etc.) and on-demand products.
  • Develop more products! Ensure that I have a residual income that supplements what I receive from speaking and client work. This means developing a library of recorded webinars, eBooks, books, recorded teleseminars, etc. that clients can browse and order from. Ideally, I want to offer at least one new product every other month this year. It may also entail doing more affiliate marketing than I have done in the past, and it certainly means more actively promoting the materials I already have.
  • Speak more and get paid for it! This is the ultimate goal. While I use the other steps above to create a wider platform that establishes my expertise, this is that I ultimately love doing the most. Through speaking, webinars and teleseminars, I plan to reach an audience of at least 1,500 new people this year.

As you’ve been planning the year ahead, what are your priorities for 2012? What do you need to do to make them reality? Share your thoughts below, but make sure they’re measurable and in line with your goals!

Learning From the Past — 2011

2011A recent blog post by David Risley caught my attention. He shared “5 Failures and Take-Aways From 2011 [A Retrospective].” It got me thinking about what lessons I had learned from 2011.

It’s always nice to think “Oh, there were no failures. Everything went perfectly according to plan!” But that’s only for some dream world, not the everyday, real world of business.

Thankfully, at this time last year, I was part of a mastermind group, so had the accountability of stating my goals for the year in clear, concise and measurable terms. After all, isn’t that what goal-setting is all about? If we don’t know whether we met them or not, what’s the point of setting them in the first place?

My main “radical goal” — that goal that was a stretch, but not impossible — was a monetary goal that I fell short of by 32%. Ouch!

But that monetary goal was to be the direct result of “doing the things I am passionate about; teaching, strategizing, training, speaking and connecting.”

So, how did I do with those things? Well, I participated in two failed collaborations, each of which would have created a broader teaching platform; but one collaboration lacked vision, and the other didn’t receive enough time and attention. At the same time, a third collaboration among 21 writers resulted in a book that’s being published in March 2012. So, that was a huge success in my mind.

I spent much more time this year watching trends, and being at the forefront of bloggers writing about them, which was great for building my readership. So, I count that as a success. However, when I analyze what content my readers consumed most, it was my book reviews and not trending topics that interested them the most. So, that’s something I’ll need to take into account in setting my editorial calendar for 2012.

I did take on more clients, which created a broader training platform. But I didn’t leverage my time well, since it was primarily one-on-one training classes that I ended up doing. The lesson there? I’ll always be limited in how many people I can help until I offer group-training opportunities. So, to take Aleweb to the next level, I’ll be offering group coaching starting in 2012!

While I spoke fewer times in 2011 than I had in 2010, the size of my audience was the same since I spoke at larger conferences than I had the year before; more people, less work, greater exposure. Seems like a step in the right direction!

One significant lack that I noted early in 2011 though was that I was missing out on a huge opportunity by not having a product for sale at the conferences. That’s an issue I have already addressed in the first week of 2012, so that I won’t repeat that same mistake this year.

The connections I made in the course of 2011 were deeper and more significant than the year before. The unanticipated side effect of that was that when I experienced a personal tragedy in the latter half of the year, my online community provided support and assistance that I had no right to expect or even anticipate! That was a huge blessing to me personally.

While my main “radical goal” for 2011 wasn’t met at all, the foundation needed to accomplish it has been well-laid. So, the successes desired for last year may have fallen short, but I’m well on my way to meeting them this year! And I still have some neat feathers for my cap from 2011 too, despite the failures, which I choose to view as “learning experiences…”

As you look back on 2011 yourself, did you reach your business goals? If not, do you know what’s yet needed to make them reality? Share your thoughts below, but be sure to note your successes as well as your failures!