To Twitter and Beyond

Mark Johnson of MARKITECT is a Twitter specialist extraordinaire.  After close to 2 years on Twitter, he has around 7,200 followers using 2 Twitter handles.  He averages 50 tweets per day and adds approximately 10 more followers every day. 

Johnson wasn’t an overnight Twitter maven.  When he began to build his following, he spent 3 to 4 hours on Twitter per day.  Now his tweets are mostly automated and his follower growth is organic.

Johnson gave some very helpful recommendations on how to get started on Twitter.  He suggested posting a short bio on your Twitter page that relates specifically to your specialties.  Johnson also suggested finding a custom background by googling Twitter backgrounds. 

Developing a following on Twitter begins by building a network of like minded Twitter users that you follow first, explained Johnson.   Twitter users with similar interests that you follow are also likely to follow you.  Re-tweeting their content also enhances the possibility that they may follow you also.  

Exploring follower lists of Twitter users you follow is another way to discover like minded users, Johnson suggested.  Following a few well known names or brands can highlight your interests and specialties.

Tweet content and frequency can also have an impact on growing your followers.  Here are some Twitter Do’s.  Johnson suggested tweeting at least 3 times per day and no more than 20 tweets per day.  Johnson said, tweets should “be useful to others”.

Recommended content includes links to blogs, websites, videos, pictures and other content.  Twitter is spontaneous without enduring impact, so including trackable links improves the longevity of the message, Johnson explained.  Relevant hash tags and brand mentions add weight to your message.

He said it’s important to thank others for re-tweeting your content.  Johnson advised using a dashboard like Hootsuite or Tweetdeck to organize your Twitter activity.  Categorizing your followers will make future tweeting more manageable said Johnson.

Johnson emphasized that tweets shouldn’t be too promotional.  He said, “Don’t push content out.”  He added, “Don’t make your tweets too cryptic.”  Some abbreviations can be unclear, Johnson said. 

Your other online media should direct your followers to your website or blog, advised Johnson.  Your tweets should integrate your other on line media which directs to your website.  Your website should have your content embedded from your other on line media.

Johnson attended a home improvement event where he tweeted at the booth of a major brand.  The tweets were noticed by the company’s social media director.  As a result, Johnson was invited to guest blog for the company.  He has also hosted home improvement industry Twitter chats that included a slide share presentation. 

He is currently managing the social media campaign for Green Builder Media’s VISION House in INNOVENTIONS, at Epcot Theme Park, in Walt Disney World.

Mark Johnson FAIA is principal of MARKITECT, a consulting practice focusing on marketing, education and social media for the design and building products industry.  He is a FAIA architect, AIBD Professional Building Designer and NKBA Certified Kitchen Designer.

Making the Ask: Referrals and More

Greg Peters, of The Reluctant Networker, is a self identified nerd, a computer programmer with a degree in mathematics and a sci fi aficionado. He told the LA2M audience he understands what it’s like to feel awkward in networking situations.  He said if you would prefer a root canal to networking, then you know what he’s felt like.

Peters explained that purpose and preparation are the keys to more comfortable and valuable networking.  Using the example of a birthday cake, he said if someone asks for a cake, they probably won’t get what they really want.  Peters said, “People want to help out,” but we need to be specific and exacting about what we want or need.

“Other people have their own lives and don’t have time to figure out what you want,” Peters explained.  He recommended asking for a referral that is exactly the right target market for you business.  He said, “The better we are able to describe it, the better the referral we can get.”

Peters said a similar principle applies to choosing networking events.  It’s important to network with the right people.  “By knowing what we want, we will know who to ask,” he said.  That applies to networking situations and existing relationships.

Perceived effort and risk will determine how appropriate a request is, Peters explained.  People generally value their reputation over any material object and a referral is lending their reputation, he said.

Peters used the acronym ART to describe networking relationship stages.  A = Awareness, which is the beginning of a networking relationship.  At this stage, it’s best not to ask for much because people are just getting acquainted. 

R = Relationship and that is broken down into 3 steps, said Peters.  R1 is the beginning of relationship development and becoming aware on a surface level of fulfilling needs.  R2 is being able to ask for referrals to some peripheral level in their network.  R3 is a more complete relationship which may include knowing about their family and their business challenges.  At this stage, each party is looking out for the needs of the other and can ask to meet anyone in their network.

T = Trust, when the people become like family or like business partners.  Peters explained that not every relationship can be taken to the trust level.  Some people are always just business associates. 

Peters said a good comparison to relationship trust is the level of water we could float on.  Is it a puddle or an ocean?  The more water, the larger the object that will float and the more trust in a relationship, the bigger favor that can be asked.

Peters said of building a relationship, “The best way is to ask how you can help, with sincerity and actually caring.  Otherwise you are a user.  You help them out first without expectations of results.” The relationship must include sincere caring and respect for the other person. 

If we receive a referral, it helps the giver if we are appreciative and offer feedback on the results.  This helps them to not waste their time.  Knowing what works and what doesn't is valuable information.  A referral may not work out because it’s not a good fit, or it just isn’t a good match.  A referral may turn out to be a great fit and a home run. 

Peters recommends rewarding someone for a referral by at the very least saying thanks.  Sometimes a lunch or a small gift are appropriate as a thank you but not as a payment.

“At the base of it, networking boils down to ‘so that’” said Peters.  It’s so that we can build our business, take care of our family, support nonprofits and so that we can create a life of significance.

Blind Date

We’ve all done it.  We like something and we pass the opinion along.  It could be something as simple as recommending the strawberries in the produce department.  We all have favorite movies or restaurants and we freely share that information with people who have similar taste.  If it turns out your tastes don’t agree, the consequences are small.

Sometimes, we are so pleased with someone who provides a personal service; we are comfortable in letting others know.  We like our hair stylist, our plumber and our veterinarian.  If we recommend our hair stylist to a friend and they have a negative experience, our friend becomes one unhappy camper.  No one wants a bad hair day, let alone a bad hairstyle or cut.

Personal recommendations are taken to a whole new level when we suggest a blind date.  We all know someone with a blind date horror story.  This may be one of the worst.  

Larry got off the elevator on the 40th floor and nervously knocked on his blind date’s door. Susan opened it and to his amazement and joy, she was as lovely and sweet as his friend Dave had promised.

“I’ll be ready in a few minutes,” she said. “Why don’t you play with Snuggles while you’re waiting?

She does wonderful tricks. She’ll roll over, shake hands, sit up and if you make a hoop with your arms, like this, she’ll jump through.”

The dog followed Larry out onto the balcony and started rolling over.

Larry made a hoop with his arms and sure enough, Snuggles jumped right through – and then over the balcony railing just before Larry’s date walked out to the balcony!

“Isn’t little Snuggles the cutest, happiest dog you’ve ever seen?”

“To tell the truth,” he replied, “she seemed a little depressed to me.”

No matter how nice a guy Larry is and no matter how well intentioned Dave was, this is a blind date Susan will never forget.  

Blind dates can also go extremely well as was the case with General Colin and Alma Powell who are celebrating their 50th anniversary this year.  They met on a blind date that both of them dreaded.  

An Army buddy of Powell's talked him into taking out his girlfriend's roommate. Powell was wary of the fix-up, but his anxiety was mild compared with Alma's.

"I definitely don't go on blind dates with soldiers," said Alma Johnson, then working as an audiologist for the Boston Guild for the Hard of Hearing.

When he arrived at her Boston apartment, however, dread gave way to delight. "He was simply the nicest person I had ever met," she says.  

After eight months of steady dating they were wed in the Congregational Church in Alma’s hometown of Birmingham, Alabama.  

Powell said, “Alma must have loved me because I was not a romantic suitor.”

This story is from “My American Journey” by Colin Powell

So, why do we offer recommendations?  Some have small consequences and others could be life changing.  We do it to be helpful, to be thoughtful and also out of concern.  We want our family and friends to be happy, so we are well meaning when we share our opinions.  

When we are concerned about a loved one, there is usually a good reason.  At that time we may think about suggesting a doctor, lawyer or financial advisor, depending on the circumstances.  Loved ones can be in situations that require a professional.  You don’t want to send them on a medical, legal or financial blind date.  

Sometimes, on advice radio talk shows, you’ll hear people call in for an opinion on an extremely important matter.  It could leave you wondering about the quality of their confidants.  Who you choose to trust can directly affect your future.  The same is true of your family and friends.  

When you make those significant referrals, you want to be confident in the professionals you recommend.  A top notch doctor, lawyer or financial advisor can be a real game changer.  Events that require a doctor or a lawyer often are things that cannot be foreseen. 

On the other hand, the wise input of an experienced financial professional can help anticipate and plan for your financial future.  Why not recommend a professional you trust?  Complicated situations are best untangled by someone who has all the right tools.

Google Tools for Non Profits

Colby Chilcote is an Adwords representative for Google’s Ann Arbor office.  One of her passions is helping nonprofits with their marketing.  Google’s policy of allowing employees to pursue other interests during work time has made it possible for Chilcote to work with nonprofits and spread the word about Google tools available to nonprofits. 

During her talk at LA2M on March 22 Chilcote detailed tools for nonprofits available through Google that generally fall into 2 categories.  Google Adwords marketing is offered free of charge to those nonprofits given a Google Grant.  Most Google apps are free of charge to organizations of 10 and under.  Google apps include YouTube, Google Earth, Google Voice and Google office programs like calendar, word processing and Gmail.

Chilcote described Google.com/nonprofits as the main hub for tools and information for nonprofits.  On the website, nonprofit groups will find case studies, information about available tools and an application for Google Grants.

Chilcote explained Google Adwords marketing.  She said it is based on businesses and organizations bidding on keywords related to their products and services.  When some searches for a topic in Google, the organic results are shown in the middle of the page and are derived from a search algorithm.  Search results listed on the right hand side of the page are advertisers and those listings are based on keyword bids.  The highest bidder is listed first and the advertiser is charged if the viewer clicks on their ad.

When choosing keywords for Google Adwords, it’s important to be specific, Chilcote said.  The more highly specific you are in choosing words that relate to your organization’s products and services the lower the cost for the Adwords bid and the greater the likelihood your organization will be listed near the top.  Adwords can be focused on key geographic areas also.

A Google Grant allows nonprofits to use Adwords free, explained Chilcote.  The organization must be a 501c3 with no commercial interests.  Organizations can apply for a Google Grant on the Google.com/nonprofits page. 

Nonprofits create their own Adwords ads.  The program is self managed by the nonprofit.  Organizations can have ads specific to certain key word searches.  Adwords marketing can be used to meet common nonprofit goals like increasing awareness, soliciting donations, promoting events and increasing membership.

Chilcote pointed out that Google Apps are available for laptops, netbooks and mobile.  Applications like calendar, documents, Gmail, chat, talk and more allow for extensive collaboration but can be structured by privacy settings.  Since the content and programs are stored in the cloud access is available from anywhere and storage isn’t an issue.  Nonprofits in the Google Grants program have access to the business version of Google Apps, Chilcote said.  Google also has a library of document templates for newsletters, mailing lists, invitations and more.

Interested nonprofits should visit Google.com/nonprofits or sign up for an appointment on the calendar for Google’s Ann Arbor location at this site https://sites.google.com/site/googa2officehours.  Businesses interested in Adwords can call 1.866.2.Google.      

Stop Hating Your Customers: Defining & Attracting Your Ideal Client

Marisa Smith began her talk at LA2M on March 14 by asking the audience if they sometimes want to avoid phone calls when their caller ID tells them which of their clients is calling.  Dodging phone calls and not following up on emails with the same clients over and over may be a sign that your business and that client aren’t a good fit. 

Smith pointed out that not all clients are the right match for your business.  She said it was that realization that caused her company, The Whole Brain Group, to evaluate their customer base and product line up.

Smith detailed some characteristics that can make a client a “Bad Fit” for your business.  How different clients match with your business depends on what works best for your company and team. 

Speed or turn-around time can be frustrating with a large client compared with a smaller business, Smith explained.  Culture and style can also be a stumbling block.  If your business is innovative, then a client that doesn’t want change wouldn’t harmonize well. 

Some clients may also expect to talk with the business owner all the time when your company works in a team atmosphere.  Smith said budget is another area of differences.  Some clients want or expect fillet mignon on a Big Mac budget.  She said, “Everything is a major ordeal,” when a business and its clients don’t mesh.

The first step toward attracting your ideal customer is to define the characteristics of the right client, Smith said.  She suggested starting by writing down client attributes that you like and “what drives you crazy about some customers.”  Smith asked the audience to share client characteristics they like and dislike.  Comments ranges from “goal oriented” to “indecisive”, as well as “value your opinion” to “don’t know how their own company works”.

Once a business has a defined profile of their ideal client, it’s time to examine services offered to see what can be improved, eliminated or added, Smith explained.  “It’s important to know who you are and what you do and what you like to do.  Then you can look for the customers who are looking for that.  Don’t try to be something you’re not and don’t try to make them be something they are not,” Smith said.  Smith pointed out that a written “value proposition” defines what makes you different and identifies your key messages.

The Whole Brain Group value proposition follows.

Our favorite clients view us as a partner in their growth, because they know we are passionate about taking an integrated approach to helping them achieve their business goals, and we strive to combine the logical & tactical (Left Brain) with the creative (Right Brain) to achieve Whole Brain Goodness! 

Smith said current clients are a good source of information on what your business does best and what you could do differently.  Self examination and change includes a hard look at marketing materials and message, Smith explained.  She said check for consistency in your on line presence including in all places where your business has a profile.  A revised marketing kit may be in needed, Smith said.

“We treated ourselves like we treat our clients,” Smith said.  She detailed looking at who her company wanted to target as new clients and what they were doing to reach them.  Whole Brain Group even reviewed where they were networking to meet new customers.  She said they use a combination of referrals, marketing and networking based on their ideal client profile to bring in new business. 

She said it’s important to quantify your progress to stay on track.  Smith said they have used a similar approach to assist their clients in defining their preferred customers; fine tuning their product line up, revising marketing to match and tracking their results.

Smith is a graduate of the University of Michigan.  She is President and Founder of the Whole Brain Group.  Smith is also the Social Media Co-Chair of the Communications Council and a member of the Executive Advisory Board for Women Impacting Public Policy (WIPP), a national nonpartisan public policy organization that advocates for and on behalf of women and minorities in business. She also serves on the Boards of The Small Giants Community and the Ann Arbor/Ypsilanti Regional Chamber.