Alone we can do so little; together we can do so much – Part 2 |
This is a continuation to my previous note here and here. (Please ignore the typos in it – I didn’t have time to review it before posting). The post attracted a lot of attention and comments and I think this is a good opportunity to streamline this traction into action. Hey, maybe we can make this our tagline - “From Traction to Action”. It sums up what we do as a group: create lots of momentum, and then get the ball rolling. Hmm..
A little about tradeoffs: Since coming online I have set about planning and executing an online marketing model where the focus is the combined ‘core value’ as the nucleus. When moving from an offline business, I knew that there would be trade offs. Profit margins are important determinants of a businesses value, but it seemed the best payoff is between the qualities of relationships in offline businesses versus the high growth potential of online business. Luckily, if you know your way around social media, you can have both. But this is where the single most important mindset comes in:
“If you network online hoping to get business out of new contacts, and if you launch something online with a focus on the drive to make money – you’ll get nowhere. Things have changed since 2000, you should too.”
I know from my offline start-ups experience, that a business that consists of good, loyal customers that enjoy value and have a great outlook is a business that will ride out the toughest of times, its recession proof. That’s more valuable than a business that turns over the same cash nets and profit margins and has similar growth potential but has 100 times more customers with less allegiance. In my previous post, I touched upon the need to start a movement which is driven by a higher purpose – something beyond monetary benefits. An important comment that made me sit back a while came from Addy – I am glad she shared her thoughts with us. I agree with her on the fact that to turn any activity into a “wheel” of sorts, you have to ensure it is self-sustaining. If not, the hype falls when people get busy with things that help them feed their families. My thought on this is pretty straight forward. YES, the movement should be self-sustaining, but the value should come from the ‘higher purpose of giving’ and the ‘personal achievements’ of everyone involved. Imagine planning a global event for something that you feel dearly for – it can be anything from the world food crisis, raising awareness of AIDs to helping the world to be a better place. If we can tap into the collective power of likeminded groups, we can (in effect) create a massive stir for that cause. If that happens, we can get a few important forces to take notice: 1- the leaders who can make decisions based on the movement. e.g. Obama took note of the WE campaign’s request last week. 2- the MNCs who have the money to direct their CSR efforts towards it via sponsorships or advertisements. 3- the hundreds of people out there, looking for consultation and event organizing experts. When all three of these ‘forces’ have seen what you guys demonstrate through your collective action, the money will come to each of you. Whether through a more sound social proof, better resumes, or direct interaction with prospects.
Moreso than anything else, if we are successful, we will have lead an industry change for better which represents real value to a mass audience. You will remember I have always emphasized a focus on adding value, if you do, value in return finds you.
As Russel said; and I couldn’t have said it better: “first you must realize that it all boils down to yourself, that you must make a choice… you’ve got to start with that faith, that belief in yourself, and the truth that you will benefit from all things which come into your life, and if you just let yourself go, and just allow yourself to believe it just a little tiny bit, you will succeed, you will be a part of something big, and you will certainly provide value to the lives of others – every day.”
The passion driven movement – What next?
As Rebecca said “these big movements that impact social change actually come from a huge call to action. Many hear it, one person stands up and in a flash it is a movement. The individual is not the movement. The call to action is so BIG that you cannot shut it out.”
Key difference: In our case, hundreds will stand up and thousands will hear it. These hundreds of core people are amongst you. Everyone who wants to add value, become a catalyst and dedicate time to this cause will become part of the core talent and authority.
Remember: I said all along that the Social Traffic book launch wasn’t the end, it was just a means to an end. That the journey had just begun. Well I meant it, this game has only really just kicked off. To me, Social Traffic the book is a resource people can utilize to get closer to a mind set required to successfully build a loyal customer base through Social Media. Our leadership group will be leading this launch with the same mind set.
Causing waves of movement that effects change takes time – I am expecting to lose out on a lot of skeptic’s along the way. Critics of change will raise all manner of superfluous questions to slow down the effect, this, in my mind, does little more than support a need for change. People who stand up seek to identify and fix leaks in business models to improve them. To make things more efficient or cost-effective takes time – and is thus always a risk. It’s risky because people don’t like change, to change things means those leading change need to be visionaries in order to know what they are changing to. It usually takes a new technology of sorts and an ability to articulate and sell a vision amidst a tide of people who prefer not to have to deal with change. But this is not about one person’s vision.
One person cannot lead change alone. It takes one person to convince another person that change is good.That person must believe in it enough to convince others, others must do the same, one person at a time. If the right people get behind change, a ground swell of people looking for change will come from nowhere because they heard change was taking place. Until finally, the movement reaches tipping point, where change is eminent, the risk minimized and everyone wants to be seen as leading it. The risk takers who swam against the tide of change and turned it, will always own it.
Take it from someone who has ridden this roller coaster many times. There is no greater satisfaction in life (after having kids), than sharing a risk with people you respect and trust, absorbing it, and experiencing success through overcoming it together. Joining a movement after its popular or successful is following, taking a risk of leading a vision into becoming a movement is not. My recommendation to anyone who asks;
“If lucky enough to be presented an opportunity where you can stand beside leaders in their field and lead with them, take it, don’t look back. You will become a much better leader for it… the social marketing world needs more good leaders. You will not find a course that can do this for you at University.”
This is not about one person’s movement. This is about one person convincing a small group of leaders to consider a new way of seeing things and defining a tangible goal they will take ownership in reaching. These roles entail synchronizing the efforts of many individuals working together. In my last post I explained how the Circle of Trust strategy trialed for my book launch was successful in the short term, it proved flawed as a long term business building solution.
What will your role be?
Our idea for this campaign is to get a group of people onto the same page so we can all play this next phase at different levels, this time, the end gain for contributors must be a proportionate and tangible share in the value created by the people responsible for it. Here’s the thing though, before we throw you the ball, we need to know you will catch it and that you will know what to do with it when you have it.
The point of targeting and attracting sharp minds who like to question why, into our “Social Traffic” group on Facebook was to build an audience who understands that although the business models of online and offline businesses are different, they require the same mindset and philosophy to succeed – of adding value and building strong relationships. To me, social media is simply the platform for better collaborative communication that has allowed us to better communicate with our customers as a cohesive, high spirited community who can enjoy constant communication with us and each other. It’s as though, just because this change in communication platforms was so prolific in transforming what was happened in the past into a collaborative dialogue… we almost need to re-learn how to socialize effectively again? I mean, seriously, I live in an era where I have 1700 friends who I communicate with regularly. I know 20 of them in the flesh, face to face was all I knew friendship to be when I was a child.
Let’s take this opportunity to a new level. Our focus must be on achieving something together as a group, results must be quantitative and measurable in terms of our collective output. This opportunity is open to between 100 and 1000 people. “Our” success will result in a phenomenal story, this story will belong to “our” community of participants who will bond for life through the pride in achieving what “we” do together. These achievements must be realized across social media alone, and “we” will demand the world to take notice.
The beneficiaries need to be the audience we attract to support our vision, the rewards and accolades need to belong to the people who make it happen. In saying that, a movement of this kind needs strong leadership to ensure one thousand people don’t get caught spinning their wheels in a collaboration of thoughts that never eventuate into tangible outcomes.
Our leadership group of 10 to 15 partners and 100 to 150 associate partners (key people) will retain full ownership of all intellectual property, profits and ongoing business within a company structure that I will disclose in a later post. Up to 1000 evangelists will be rewarded for their contribution in FREE, cutting edge, Internet and Social Marketing training put together by the best in the business. This training will be accessible through an online video learning center, coupled with coaching and support. In short, everyone will participate in directing and contributing to this massive campaign. There is no better way to learn how to climb a mountain, than to climb it with guides who climb it all the time.
Are you up for it? Let me know in the comments. Who here would like to become a part of history? Who here is excited by the prospect of working side by side with 100 to 1000 of their peers achieving something most humans could only ever dream of, where the primary motivation is what we can achieve together. Where the reward for success will be layered and tangible depending on the level of input. I am talking about a senior leadership group setting the pace for this campaign, supported by each of their trusted networks of associates who will work side by side with a trusted network of evangelists towards achieving this goal together.
I look forward to your feedback and even more to making this happen. I will post again in a few days on the group dynamics and the mindset required by members to ensure this venture succeeds. I will introduce the leadership team as they step up and take ownership of their roles roles over the next 8 weeks. Key people will take ownership of different division within the campaign. They will be in full control of what they commit to being accountable for. This will include planning, execution and problem solving.
Speaking of which, it is with great pride that I introduce our Human Resource manager (this title to be renamed by him);
“This person is someone most of you know, I am confident you will agree he is the best person for this role. Your friend and mine, Glen Crosier everybody…yay, woo hoo, cheering and clapping,…<-;”
Glen will post a note early next week that will introduce you to his plans, Glens note will provide clarity for anyone interested in getting involved!
Next week we will post a survey for everyone in the Facebook, Social Traffic group to complete, the results will be the first step in shaping this opportunity together.
Know that, the redeeming quality of each leader I present to you over the next 8 weeks will be that they don’t talk about things unless they are committed to doing them. We ask the same of everyone who joins us on this Journey.
Please join our Facebook, Social Traffic group to play ball and look out for Glens Post early next week!
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