Book Review: Socialnomics by Erik Qualman

01/01/2011 By Leave a Comment

 

Erik Qualman’s book, Socialnomics, dives into the relevancy of Social Media in both our personal and business lives. The point Qualman drives home throughout the book is that Social Media is here now, here to stay, and like the tagline of his book states: “Transforms the way we live and do business.”

Socialnomics is not a guidebook on how to create a social media strategy nor does it cover specific tools and technologies. Instead, it is filled with real-world examples and anecdotes from companies that have found success using social media, as well as those that tried and faltered or missed the boat entirely.

The content is structured into eight distinct chapters, including a helpful “key points” summary at the end of each chapter. Chapters include:

  1. Word of Mouth Goes World of Mouth
  2. Social Media = Preventative Behavior
  3. Braggadocian Behavior
  4. Obama’s Success Driven by Social Media
  5. I Care More About What My Neighbor Thinks Than What Google Thinks
  6. Death of Social Schizophrenia
  7. Winners and Losers in 140-Character World
  8. The Next Step For Companies and The “Glass House Generation”

The book explores the fact that we, the consumers, now wield the real power. By providing a platform to easily share our thoughts about products we are interested or critical of, and ultimately influence the purchase decisions of those we know, companies must engage their customers online in a whole new way. Companies that don’t will see customers slip away as they no longer pay attention the channels they are used to using.

Today, companies must understand that the consumer now shares ownership of their brand. Using numerous case studies, Qualman describes how a business can and should use social media to become more relevant.

Erik Qualman (@equalman), currently Global Vice President of Online Marketing for EF Education, has spent 15 years growing the online marketing of big name companies such as Cadillac, AT&T, Yahoo and EarthLink.  He’s a sought after speaker and has been featured in numerous magazines and  publications and has over 40,000 Twitter followers.

(Amazon Affiliate linkDue to new and unfair Illinois tax laws Amazon has terminated all IL affiliates. This is no longer an Affiliate Link.)

Filed Under: Book Reviews, Startups & Business Tagged With: , , ,

Breaking the Ice with a Bozo

11/19/2010 By Leave a Comment

 

One of my first jobs, one of those horrible first jobs you get when you’re just out of HS and no one else will hire you, was working as a telemarketer for a questionable charity that raised money for veterans selling flags and trash bags.

They also sold a box of pens. I sold quite a few of those boxes of pens and was pulling in a steady $120 or so per week in commissions. I was going to be the Pen King of the greater Chicagoland area one box at a time.

So one day, the delivery guy was carrying out a case of these pens for that day’s deliveries and I overheard him ask the manager “What’s with all the Bozos?” There was a quick, hushed conversation and I saw a nod in my general direction.

Curiosity got me, and later that afternoon I asked my boss “So… just what is a Bozo?” He grinned and told me “An item so easy to sell that any clown can sell one.” My dreams dashed, I forced myself to go back just twice more, but I had lost my touch. I never sold another box of pens.

That lesson stuck with me through the years, and I realize the benefit of offering a “Bozo”. It gives your potential customers and clients and easy, low-cost way to begin working with you, helping you build your relationships. For you, it can help with cash flow and boost your confidence!

If you’ve ever watched A&E’s American Pickers you see how they use a small purchase, even if they overpay for the item, just to break the ice and get things flowing. The first deal has been made, there’s money in the sellers hands, and things usually pick up from there.

Another good example of a Bozo is my friend and glass artist, Patty Pulliam, who brings her handmade cell phone charms to any art or craft show she does. These are small and can be attached to almost any mobile phone. They’re so popular, even though they are lower priced she often pays her booth fees from these items alone.

A lot of people offer a “free report” or some other type of giveaway, but no one believes the inflated value put on these items from the people offering them anyway. Find something tangible and real to offer, and charge actual money for it. Its purpose is just to break the ice with a potential client.

Another benefit of the Bozo is to separate the wheat from the chaff. You don’t want to waste your time with Brainpickers. You want actual customers! Offer something worth a few hours of your time. Think about your products and services for those with the most upsell potential and use it to get your foot in the door.

You may not end up being the King of Pens either, but using a Bozo can help you find new customers and grow your business without spending a lot of time or money.

Filed Under: Startups & Business Tagged With: , ,

Good Question… what DO I do?

12/06/2009 By Leave a Comment
Go to any party, networking event or social setting and inevitably someone is going to ask you “So, what is it that you do?”’ It’s such an easy way to quickly learn about someone and spark a conversation. In other cultures, like Spain, it’s more likely someone will ask you about your family than what you do. I chalk it up to our entrepreneurial spirit and the whole American Dream thing.
If you’ve read the first chapter of any marketing book published in the last 20 years you probably have your finely honed 20 second Elevator Pitch ready to roll off your tongue. Or you could be like me and feel your palms get clammy, your heart race as you know you’re going to get that blank stare and polite head nod as the person you’re talking to has no idea what you’re talking about.
Welcome to the world of being a “Technology Consultant”. There’s not even a good word for it. An economist is an expert in economics who may write and advise on economic policy, so shouldn’t an expert who understands and advises how to best use technology be a “Technologist”? That term is frequently used in the science and healthcare fields. People understand terms like “Software Developer” or “Network Engineer”. It’s even worse when you present yourself as a Social Media Advisor to someone who barely understands what Social Media even is!
What I actually do as a Technology Consultant is research the latest trends and find ways to apply them to real-world situations. I always say I focus on technology so the people I work with can focus on their business. It is one of my passions, my hobbies and there’s nothing better when someone says to me “Oh, now I get it!”
Hopefully this post has made a little more sense out of what I do, but if we ever meet at a party, please just ask me about my family instead!

Go to any party, networking event or social setting and inevitably someone is going to ask you “So, what is it that you do?”’ It’s such an easy way to quickly learn about someone and spark a conversation. In other cultures, like Spain, it’s more likely someone will ask you about your family than what you do. I chalk it up to our entrepreneurial spirit and the whole American Dream thing.

If you’ve read the first chapter of any marketing book published in the last 20 years you probably have your finely honed 20 second Elevator Pitch ready to roll off your tongue.

Or you could be like me and feel your palms get clammy, your heart race as you know you’re going to get that blank stare and polite head nod as the person you’re talking to has no idea what you’re talking about.

Welcome to the world of being a “Technology Consultant”. There’s not even a good word for it. An economist is an expert in economics who may write and advise on economic policy, so shouldn’t an expert who understands and advises how to best use technology be a “Technologist”?

That term is frequently used in the science and healthcare fields. People understand terms like “Software Developer” or “Network Engineer”. It’s even worse when you present yourself as a Social Media Advisor to someone who barely understands what Social Media even is!

What I actually do as a Technology Consultant is research the latest trends and find ways to apply them to real-world situations. I always say I focus on technology so the people I work with can focus on their business. It is one of my passions, my hobbies and there’s nothing better when someone says to me “Oh, now I get it!”

Hopefully this post has made a little more sense out of what I do, but if we do ever meet at a party, please just ask me about my family instead!

Filed Under: Startups & Business, Technology Tagged With: , ,