Jim Connolly Marketing

Marketing tips and ideas to help you grow your business

Social Media: How to build a large, valuable network

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This post is all about how to build a bigger, more valuable social network.

I recall reading a blog post once, where someone asked, ‘How can I get more followers on social networking sites?’

The blogger replied, ‘Do something worth following!’

This is where your story comes in!

That advice may sound a bit harsh, but it’s absolutely correct. As regular users of social networks already know, the Internet is filled with business owners, talking in an average way about average sounding businesses. As a result, they make very little progress with their social media marketing.

Their challenge is that they tend to focus on looking for strategies or software, which they can use in order to attract more followers – when they should be looking at the story they are expecting people to follow and share.

It’s their story that’s broken!

What’s the story?

Every business and business owner has a story. Your story is built around things like:

  • The product you provide.
  • The quality of your customer service.
  • The attitude of your team.
  • The unique value you bring to your marketplace.
  • My story looks like this.

When we look at the social networking accounts of 99% of businesses in the same niche, we find them saying the same things, to the same people about a service that sounds the same as their competitors. It’s dull. It’s an uninspiring, uninteresting story, which people will not want to embrace or share. People are attracted to (and share) the remarkable, not the bland.

No matter what social media marketing strategy we use, unless we have a compelling story we will be wasting our time.

If our social networking updates are just like most other small business owners, we blend into the background. We render ourselves invisible, by simply adding to all the noise on Twitter and Facebook, etc.

So, what’s the answer?

In my experience, the business owners who build the most valuable social networks are those who have something different to say. They have a story or message, which people want to share. They get people talking about them, because they’re worthy of people’s attention. They stand out, because they are not just like the others in their niche. They tell people about what matters to them, knowing it will resonate with the kind of people they want to connect with.

As you know, most business owners on social networks do the opposite. They try to build a large, valuable network by pushing more and more messages out there. They focus on volume not value. They hope that by being busy, their predictable story will spread. Many of them schedule uninspiring messages to go out whilst they are asleep – as if it’s the number of tweets and updates, which is causing the problem.

If you are not seeing the social media marketing results you want, check how compelling your story is. Is it attractive enough to get people talking about you and telling their friends? Are you mirroring what others are doing or are you standing out?

In short: Give your business a story, which people will connect with, embrace and share with their friends.

Don’t fit IN! Fit OUT and become the leader you were born to be

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We grow up, learning that it’s best to fit in.

Then 2012 comes along. All of a sudden, there’s a wall of noise created by billions of online signals.  We discover that the only way to make it above all that noise, so that our voice is heard and shared, is to fit out.

Some people genuinely can’t make the step from keeping their head down and fitting in, to lifting their head up and fitting out. It’s too frightening. After all:

  • What if people laugh at them?
  • What if people try and disprove them?
  • What if people disagree with them?
  • What if people choose not to follow them?

All these things will happen, plus 1 more

If you decide to rise above the noise, embrace your inner freak and be your unique, amazing self, all those thins will happen to some degree. However, 1 more thing will happen too.

You will have become a leader!

The secret to creating like an artist

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Pro development topics r

A copycat simply copies what he or she sees another person doing.

An artist takes elements from what they see and then builds it into something unique. This is commonly referred to today as a mashup.

Some successful mashups

  • Apple didn’t invent the first tablet computer. I owned a HP tablet device 7 years ago. It was horrible. What Apple did, was make a great tablet that people wanted to own, by mashing up the idea behind the original tablet devices, with their super successful iPhone.
  • I spent an evening with Nile Rodgers recently. He explained that when he created the lyrics for his International smash hit, Good Times, which is one of the most sampled tracks ever, he fused the lyrics from Al Jolson’s, About a quarter to nine with the lyrics to, Happy days are here again. He then used those old time tunes, to inspire him to write the words to one of the most influential tracks in modern music history.
  • In 1999 I listened to a talk by Professor Ian Angell, where he said that the advent of the global digital communications revolution, means we now (in 1999) own the equivalent of “the factory”, in the industrial revolution. This was before Seth Godin made the idea famous, with his unique mashup of the idea and amazing gift for words.

Creatively cutting through the noise

The tools we have available to us today, make it possible to reach and connect with more people than ever before. The opportunity is enormous, but to benefit from it, there’s a challenge we need to overcome.

The challenge is finding a way to cut through all the noise.

Noise? There are over 800 million people pumping information into Facebook. Hundreds of millions more pump information into services like Linkedin, Twitter and Google+. There are also tens of millions of blogs and then there are all those email marketing messages too.

To get your voice heard when so many other people have something to say, is a huge challenge for many businesspeople. However, it needn’t be!

The creator’s opportunity in a world of curators

One of the most common issues business owners come to me with, is that they find it hard to build awareness of their work or grow their networks. When you embrace the concept of mashing up YOUR influences and turning them into YOUR unique art, you become a creator, in a world full of curators.

This changes everything for you:

  • It gains you visibility.
  • It positions you in the mind of others, as someone with something original to say.  YOUR original mashup!
  • It increases your reach.
  • The increased reach and clearer positioning, combine to make more people aware of who YOU are and what YOU are all about.

There are millions of curators out there. I’m part curator myself, as anyone who connects with me on social networking sites can confirm. Most creators are curators but a tiny percentage of curators are creators. A curator is someone who actively looks for interesting ideas to share with their friends and networks. Curators especially value information that’s different in some way. They also like to share opinions and ideas, which come from a fresh perspective.

Mashups can be used to develop fresh ideas on anything

I wrote recently about the value of taking great ideas from outside your industry and mashing them up, into something unique for your business.

For example, I adapted an idea from the phone industry into my business. Years ago, I was offered a deal, where my contract would remain at the same fee, for as long as I kept that same contract rolling. As a result, I now pay the same tiny monthly bill for my phone calls and data that I paid in 2004! It’s pennies. I was so impressed, that since 2004, I have given the same amazing offer to all my Marketing Mentor clients. If they join me today, they will pay the same annual fee next year or in 5 years. Never a penny more. It works great for me and my clients love it too.

We can waste a lot of time waiting for the muse to arrive

Many great people waste years, waiting for inspiration to gift them a wholly original idea, inspired by no one and no thing. In my experience, there truly is nothing new under the sun. For example:

  • The Beatles were inspired by Buddy Holly and Elvis, among others.
  • The modern computer can be traced back over four and a half thousands years, to the abacus.
  • The building you are sitting in as you read this, will have architectural elements that date back centuries.
  • Britney Spears was inspired by Madonna, who was inspired by Debbie Harry, who was inspired by Marilyn Monroe…

A freaky way to create

We start to create after we allow ourselves the freedom to embrace what I call our inner freak.

I use the term inner freak to describe the unique mashup within our minds, of all the influences that have combined to make us who we are. This is one of the reasons why we need to be careful regarding the people and inputs we allow to influence us.

It’s a lot easier to create something of unique value, when we feed our mind with a nutritious diet of rich mental protein. Feeding it on the same junk food diet of reality TV and celebrity news, which the majority of the population digests, makes it far harder to create something unique. I’m convinced the reason I find it so easy to write fresh blog posts every day, is that I don’t watch TV and am extremely selective who/what I allow to influence my thinking.

My name is Jim Connolly and I am a freak!

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It’s true: I am a freak!

Having now outed myself as a freak, I’d like to explain why you too should embrace your inner freak, if you want to achieve the potential you are capable of.

I want to begin with the man in the photo on the right.  He is an amazing artist I met this week.  His name is Ben Wilson and I have followed his work for years.  Ben makes art from the pieces of gum stuck to the street; transferring each one from an eyesore into a unique piece of art.

Ironically, I took this photo of Ben on Monday; outside The Royal Academy of Arts, London.  Of course, Ben is as much an artist as those whose work is displayed within those rather grand walls.  Indeed, his own work is regularly covered on TV and he has exhibited (inside) galleries all over the world.  What you may not know until you meet him “at work” creating, is that huge numbers of people stop and look at his art and talk to him, film him and take photos of him and his art.  That connection itself, is part of his art.  It’s beautiful.  He loves what he does and BOY does it show.

Defining freaks

Jim connolly, Nile Rodgers
Nile Rodgers and me in London.

I discovered Ben creating his art, as I walked from the train to meet with another amazing artist, my client, friend and inspiration, Nile Rodgers (that’s us on the right.)

What struck me, was that these 2 unconnected people are both similarly passionate about their art, because it matters so much to them.  To coin a term Nile is famous for, I believe that people who are driven to create and share in this way, are freaks.

When I say freaks, I am referring to those rare people who embrace their difference, rather than fight it and conform.  When Ben transforms gum into art, he’s not doing it for the money.  When Nile gets on stage and performs, he’s not doing it for the money either; with an estimated fortune of $40million, Nile’s doing OK, financially.  They are both doing it because it matters so much to them.  Freaks are the type of people Steve Jobs referred to as “The crazy ones. The misfits. The rebels.” in Apple’s 1990’s Think Different ad campaign.

Embracing YOUR inner freak

It isn’t just painters and musicians who match this definition of freaks.  We have them in every industry and profession, delivering their unique style of; web design, school teaching, marketing, legal representation, cooking, training, team building, medical care, circus skills, consulting, etc.  In fact, you see them every time you witness a person applying their craft to work that matters.

I wrote about this in detail in the following 2 posts, which are among the most popular pieces I have ever written:

  1. What you need to know about Work That Matters.
  2. Discover the key element that’s missing from 99% of businesses!

Rise!

Yes, it’s perfectly fine to get your head down and do what’s expected of you.  However, it’s far more rewarding in every way to raise your head, raise your expectations and embrace YOUR inner freak!

Where is the freaking proof?

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It has never been easier for anyone to claim anything, now that we can publish whatever we wish on a website or blog.  As a result, our prospective clients want to know if we truly are as good as we say we are.  They want to know if our product will genuinely do what we say it will.  In short, our prospective clients and customers are, quite rightly, looking for proof.

I personally experienced something a couple of days ago, which demonstrates both the importance of proof and the power of an influential person, in changing how people feel about us.

Freaked out!

On Monday, after an evening with Nile Rodgers, Nile did a book-signing and I decided to get one of my copies of his autobiography, “Le Freak“, signed.  So, I stood in line with lots of other fans of Nile’s work at his book signing.

Whilst standing in line, a lady from the book store was handing out pieces of paper, so we could write our names down and make it easier for Nile to ensure he didn’t misspell anyone’s name.  When she reached me, I explained that I didn’t need the piece of paper, as I know Nile.  Her look suggested that she wasn’t convinced.  She was, let’s say, a little suspicious.

As I made my way slowly to the front of the line, the lady approached Nile and said; “Apparently you already know this gentleman?”

Nile replied; “Of course I do.  We work together!”

I later discovered that it’s not uncommon for people at events like that, to pretend they know celebrities or industry leaders.  They do it, knowing they will get found out as soon as they get face to face with the famous person, who obviously has no idea who they are.

That’s a huge risk to take, which begs the question…

Why do people fake endorsements from influential people?

It’s simple:  These endorsements are extremely powerful!  People use endorsements from industry leaders or celebrities as a short-cut in their decision making process.  As soon as people believe that you are endorsed by someone they admire and respect, it immediately, massively changes how they feel about you, your product or service.

For instance, when I was stood in line with Nile’s other fans, no one knew who I was because I’m not famous.  As soon as Nile publicly acknowledged me with a hug and a handshake, the people around me started talking to me.  I had strangers asking me what line of work I was in (I don’t look much like a rock star!)  I had strangers asking for my email address and my Twitter name.  Even the lady from the book store, who was so cautious of me earlier, seemed fine as soon as Nile connected with me.

Claims without proof can be toxic!

The power of influence only ignites, when it is verified.  In the above example, not only was the lady from the book store not impressed when I said I knew Nile, it actually put her on guard until she saw proof!  So, if you use testimonials or endorsements in your marketing, especially from influential people or organizations, be prepared to back them up or risk them having the wrong impact.

Quick Tip: One idea I have for proving an endorsement, which I believe could be extremely effective, is for the person offering you the endorsement, to include it on THEIR website, which you link to from your own site.  The endorsement could be on a “hidden but available” page.

Bernard Edwards, Nile Rodgers and PURE Inspiration!

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There’s a post on NileRodgers.com, which took my breath away, drove me to tears and then inspired me more than any single post I have ever read!

WARNING: This post has nothing to do with marketing or business development, but I would like to share it with those of you seeking inspiration or strength right now.

The video

It’s a very recently discovered video recording of Nile performing in Japan, with his great friend and Chic co-founder, the late GREAT Bernard Edwards.  It was Bernard’s last ever performance and in the Video, you can see him coming in and out of shot, having to leave the stage to take oxygen to cope with the pain he was in.  ‘Nard refused medical advice and the advice of those who loved him, and insisted in playing bass (beautifully), on this version of “Wild Boys” with Simon Le Bonn and the other members of The Chic Organization.

What makes this one of the most powerful, inspiring posts I have ever seen, is that it shows someone that is so driven and passionate about what they do, that even though they were in incredible pain and soon to leave this world, they drove themselves to do what they lived for.

I have had the privilege of chatting with Nile Rodgers about this, and his insights from that experience have LITERALLY (and I’m using that word in the correct context here) changed my life.

Why?

Here’s some background

As some of you may know, I had an extremely brutal childhood; growing up on one of the most violent slums in South London.  To give you an idea, I was almost killed in a gang fight at the age of just 17; after being attacked by 5 guys, one of whom attacked me with an axe.

Back then, one of the things that used to bring me and my friends some positive inspiration when we were surrounded by violence and lack, was music.  My preferred sound at the time was the music of Chic.

Chic’s music used to follow me everywhere.  I used to listen to it in the gym when I was boxing and in the disco at the weekend.  I still clearly remember saving up to get each new record on 12″ vinyl from the local record shop.  To this day I still own and cherish all of them. I remember bringing my Chic collection (along with records from the likes of The Brothers Johnson, Crown Heights Affair, Hamilton Bohannon etc ) to parties and guarding them very closely.

Then, we fast forward over 30 years and I see the aforementioned video.  Today, I have a beautiful family, a very successful business and am financially secure for life.  However, I find myself inspired by Chic once more – And to an even greater extent than “back in the day.”

Today, it’s about more than the Chic sound: It’s about the passion that drove Bernard Edwards to MAKE that sound with Nile Rodgers.

After watching that video and then chatting with Nile about it, (the day Nile saw the video for the very first time), something within me changed.  It’s a change for the better and I am eternally grateful to Nile for responding, when I reached out to him.

Nile is 100% class – THAT’S CHIC!!

I hope you don’t mind me sharing this with you, but I believe sometimes it’s good to know a little about the people behind blogs and social networks.  If you read through this far and I managed to get what I am feeling across with these words, then you probably know a LOT more about me than you did before.

Update: I was deeply touched to see that Nile Rodgers decided to share this post with his friends and fans on Facebook and Twitter.  See below: