As you get more active on Facebook, with the intent of networking and marketing your business, you will most likely be mentioning your company name.  And once you do, there’s something you need to be aware of.  Have you ever noticed how creepily-accurate those little Facebook ads are on the right side of your Facebook screen? I’m in Las Vegas while writing this, and have mentioned Las Vegas a few times on Facebook.  Guess what I saw today?

Yep, the Facebook ads are very targeted, based on what you do and say on Facebook.  Now for advertisers (which may include you, in fact) this can be tremendously beneficial.  Getting the right ad in front of the right person is what we all strive for.  Laser-focusing your efforts through keywords can really help with your relevance.  And most of this is simply that…giving you info about products and services you may find interesting.

But there’s a seedy underbelly to this that specifically targets direct sellers, and it’s important that you’re aware of it.  I regularly talk about various direct selling companies on Facebook.  And look what appeared on my screen today:

See that nasty one about USANA on the bottom? (and don’t you just love how both ads are using registered trademarks of these companies without permission?)

Now I know the folks over at USANA, and know how ethical and upstanding that organization is.  In fact, Tim Haran from USANA is one of the guest posters on this blog, and they are DSA members, fully in compliance with the DSA code of ethics.

But what ads like this try to do is create doubt in your mind.  And they are specifically targeting USANA distributors.  Now I’m the rare person who talks about companies I’m not a consultant/distributor for.  But some organizations are using their ads to try to pull you away from your direct selling organization, so they can make money from you.  It may not be apparent immediately, when you first click on something (sometimes it is.)  But I have heard stories about people who have commented on blogs and in other ways interacted, and then were contacted by people in these seedy organizations, trying to lure them away from their companies.

What I’m trying to say here, folks, is don’t fall for it.  Companies and individuals that use these tactics are NOT the ones you want to be associated with.  I am fully on board with advertising.  But if you’re going to use deceptive practices, then you’re not someone I want any part of.

Just be wise, and you can avoid the nastiness.

Have you seen ads like these? What are your thoughts?

Right now I’m in Las Vegas.  I’m here speaking about social media to the fabulous consultants of Arbonne, at their National Training Celebration.  Now when you think of Vegas, what comes to mind?

Is it this?

Probably not.  Probably you think of the glitter, the excitement, the noise.  And I have to admit to you, that’s not really my thing.  Cigarette smoke bothers me, so I tend to avoid the casinos, and I actually prefer to curl up with a book in my room where it’s quiet (I have 3 young kids…I don’t often get that opportunity!), rather than run around the city at all hours of the night.

The picture above was taken this morning, right here in Vegas.  As I went for my morning walk, I found it so stunningly beautiful, I couldn’t help but take a picture, and share it with you.

Which brings me to my point.

In social media, it’s easy to stay focused on the surface of things, and people.  The glitter of the sparkly people and events that fly by.  But if we only focus on that, we miss a big opportunity.  Because you see, at the end of the day, these are still people.  And there are many layers to them.  They have needs, hopes, fears, desires.  When we focus on taking the time to get to know people through our social networks, then we have the opportunity to share our products and opportunity in a meaningful way, and develop some incredible relationships that feed us in the process.

Chris Brogan recently illustrated this in a powerful way.  This past week was the South by Southwest (SXSW) event in Austin.  It was a big, glittery event, and everyone who was anyone was there, rubbing elbows with the big names in social media.  It was very easy to get swept away in the parties, the sessions, the glitter, and many did.  Yet here was Chris’ post on the topic: We Could Do So Much More.  By focusing on the less-seen people, I believe Chris made a difference with this post.  And it’s a difference we can make each day through social media, by making each person we come in contact with feel “seen.”

Will everyone need what we have to offer? Probably not.  But that doesn’t discount the importance of the relationships that we build with them.  We are richer for every one, and so are they, when we take the time to dig beneath the surface.

Your thoughts?

Meeting with Seth Godin was such a thrill

Yesterday I had the incredible opportunity to hear Seth Godin speak at the Small Business Summit in New York City, and received a copy of his newest book, Linchpin: Are You Indispensable?. The fact that I knew about this event, and had the opportunity to attend, was all due to Twitter.

You see, I was looking at updates from folks I follow on Twitter, and saw someone post that someone SHE followed was offering free tickets to this event (which normally cost $200.) After a quick check of the date to be sure I would be in town, I jumped on the chance and was able to score a ticket for free. (Thank you Jonathan Fields…I will forever owe you one! You should all check out his book too: Career Renegade: How to Make a Great Living Doing What You Love)

Now I have some thoughts I want to share with you on this (and I will have more to share after I finish reading Seth’s book Linchpin, which he autographed for me.)

First, it’s important to read your Twitter stream, if you participate on that tool. It’s also essential that you’re following the right people, if you want to maximize the value of this tool. I follow thought leaders in the direct sales and social media industries, as well as people who are interested in similar topics to my interests. So when the opportunity came up, I saw it. But the opportunity came because I was following the right people.

DO THIS:

• Think about who the thought leaders are in your field, both direct selling as well as the product line you sell. If they are on Twitter, find them using the People search and follow them.
• Find out who else is interested in these topics, and follow them. Go to http://www.twellow.com and search the bios of people. Chances are the people that are passionate about these topics will include them in their Twitter bios. Find them and follow them. You can also use a Twitter search feature to find people talking about topics you are interested in.  (This can be done right through the Twitter search page, or through a search column in your Twitter client of choice…see below).
• Set up lists in Twitter for the people you follow. You may want a list for thought leaders, and another for those folks you found on Twellow and through your Twitter searches. Put these lists in special columns within your Twitter client (I favor HootSuite, but TweetDeck and Seesmic are also options) and make a point of looking at those columns daily.  Also search Listorious for Twitter lists to follow that others have made.

Twitter has been tremendous for my own personal business.  I got my first speaking gig through Twitter, pitched an article that was published in an industry publication through Twitter, and have met a tremendous amount of incredible people that I learn from on a daily basis.  I personally use it every day.

By paying attention (even just a little bit) you will find opportunities that weren’t available to you before.  Take advantage!

What are you going to do TODAY to take advantage of Twitter?  Share it in the comments!

Warning: Rant ahead.

I am getting sooooooo tired of political posts from direct sellers.  Seriously.  If you are trying or planning to promote your business using social media, you really need to cut it out.  You simply cannot assume that all your customers and prospects feel the same way that you do.  And a big political post complaining about a political party, or ranting about your affiliation with one, serves no purpose but to try to force your views on others who are not on social media sites to be converted.  If the people in your life agree with you, super.  But you are also alienating a large swath of people.

Social media is about reaching a much larger group of people than you could before.  But the thing about these people is that they are from diverse regions and have varying views.  You aren’t in Kansas anymore.  You can’t automatically assume everyone agrees with you.

HEAR ME: People who want to buy from you or join your team will not be impressed by your political opinions (but will certainly be alienated if they disagree).  You are convincing no one.  All your posted opinions serve to do is make yourself feel better about what you believe.  If you want to have political debates, do it with your real life friends.  All your political posts do through your social networks is preach to the choir, while alienating the rest.  It’s just not a smart business strategy, it doesn’t convince anyone, and it will do nothing for your business.

So quit it.

Your thoughts?

Image Credit: Kretyen

Last week I was writing social media training for a direct selling company.  Now this particular company does not allow their consultants to blog to promote their businesses (at least not yet), so I’m teaching the topic of content marketing through social networks.  I flipped over to my Facebook account and began to scroll through the updates of my friends in direct selling, looking for a good status update that demonstrated the concept.  And I scrolled.  And I scrolled…  Not one status update that shared content without being overly spammy.  I couldn’t believe it.

So today’s post is about how to write content-driven status updates that don’t cross the line into spam.

Now this post assumes that you have done the necessary strategic planning, so you’ve identified your goals, your target market, and your message.  Once you’ve done that, here are some things to keep in mind:

• What type of content does my market value (if they were doing a Google search to solve the problem my product or opportunity solves, what would they type in? Hint, it’s not your product’s name.)
• What blogs and magazine articles do people in my target market read?  (If you don’t know, ASK them!)
• Have I connected with the people on my social networks who are looking for this type of content?

Once you’ve come up with those answers, it’s time to draft some status updates.  What I recommend you do, right now, is pull up a word processing document and actually type your ideas now.  Have a list to work from.

Here are some sample status updates that are appropriate:

• Wow!  Had a great workout this morning, and then enjoyed my protein shake!  I swear I have more energy at 40 than I did at 20!
• Read this great article on XYZ blog this morning about how to apply eye makeup correctly.  Check it out! LINK
• Oh my gosh I saw the most ADORABLE tablescapes on HGTV last night.  Had to make them myself.  Check out this photo!  What do you think?
• I am SO PROUD of Sue Smith on my team!!!  She was nervous about whether or not she could do this business, and she had a $1,000 show last night!  Can I get a w00t! w00t!!!!
• Can I tell you how incredible it feels to see someone break through walls and achieve more than they thought they could?  I love my job!
• I’ve really seen a difference since I started drinking 8 glasses of water a day.  Do you get your 8 glasses?
• Check out these great recipes that are on the table in 30 minutes or less…and less than $2 a serving! LINK

The above status updates have some things in common:

• They are enthusiastic
• They address common experiences…the desire to lose weight and have more energy, the need to get dinner on the table quickly and frugally, the desire for a beautiful home, the desire to put makeup on correctly…
• Most don’t go to the immediate sale…they’re more subtle than that
• Many ask for a response (a call to action)
• They talk about the opportunity in terms of how it helps others, and put a personal face on it

Now you are NOT allowed to copy my samples above word for word.  (Seriously…I’ll send the internet police after you if you pull that stuff.)   But think about what YOU have to offer.  What I want you to do now is think about YOUR product line, YOUR prospect base, YOUR goals.  Think about what they need, how you can help, and what you’re enthusiastic about.  Make a list of 10-12, and then you’re ready to start using content marketing through your social networks.

It’s not about pitching your product and opportunity.  Instead it’s answering questions they may not have asked yet.  It’s about setting yourself up as a resource with answers.  It’s about building your personal brand with the value you provide.

That’s what brings success in using social networking tools to market your business.

Would love to hear what you think, and if you’re brave, share a status update you’ve written as a result of this post!

We direct sellers are a funny bunch.  We really like immediate gratification.  We show you a product, you buy it.  We tell you about our opportunity, you give us a yes or a no, and we move on.  (OK so maybe I’m oversimplifying things a little bit here, but you know what I mean.)  We want some kind of a reaction for every action that we take.  An outcome.  So we know where we stand.

Is it any wonder, then, that we’re having such a hard time figuring out social media?  Because social media is NOT about immediate gratification.  In fact, statistics show that the average online lead must be contacted 7-15 times before we ever make a sale.  We could be pouring content into a blog and our social networks, and still have to wait a month or three before we see any kind of traction.  And if we’re stuck in immediate gratification mode, we’re going to move on WAY before that.

The thing is, our business as a whole would probably do better if we approached it the same way we need to approach folks in social media.  You see, it’s all about relationships.  I know you’ve heard that before.  But it’s true. The foundation of direct selling is relationship building.  When people go into a big box store there’s no relationship…they pick out a product, hope it meets their needs, take it home, end of story.  If they see that product cheaper somewhere else next time, they feel no need to go to the first big box store again.  But with us, they hear our story.  They tell us what they need, and we suggest products or the elements of the opportunity that meet those needs.  We get to know them, develop a relationship with them, and THEN make the sale.  Now in person, this can sometimes happen more quickly.  But if we want access to the much wider audience that social media provides, then we have to realize that people’s attention is all over the place when they’re online.  You don’t have that solid hour to simply build a relationship.  Instead, it takes place over weeks or months, with interactions that build onto each other.

Those direct sellers and network marketers who are barging into social media, blasting their products and opportunity, are really missing the point.  And to be honest, I hope they give up sooner rather than later.  Then, those of us who are committed to building relationships in the way it’s done effectively online will have the floor, and can reap the benefits that come from a targeted, thoughtful approach.  No, it’s not going to happen NOW.  But when it does happen, we’ll have a much more effective relationship that will lead to long term results.  And isn’t that what it’s all about?

Your thoughts?

Today’s post is a bit different because I’m hoping you’ll engage here in the comments.  (Seriously…don’t leave yet.  Take 2 extra minutes and comment.)  You see, recently I’ve been working with a number of clients that are thinking about how to make their Facebook Fan Page engaging.  Now what you’ll ultimately choose as the best strategies for your brand will be determined by your goals for social media.  For some, it may be an increase in sales.  For others, it may simply be a communication vehicle to connect better with the existing sales force.  And for others, brand recognition is the goal. But what I want to explore today are the things that make YOU, my readers, come back to a fan page on Facebook.

We’ve seen a lot of direct selling companies running very successful campaigns through their Fan Pages.  I loved Scentsy’s “You’re Getting Warmer” campaign that they promoted through their Facebook page (and for those paying attention, yes that IS our fabulous guest poster Dave Sattler in the picture).  And Creative Memories gives a TON of content and project ideas that are exactly what their target market is looking for on the Creative Memories Home Office Facebook Page.

We spend a lot of time talking about making the content on a Page valuable to the target market.  And it also needs to be fun and engaging. But what I would love for YOU to share today are the things that you’ve seen, and liked on Fan Pages (direct sales or otherwise.)  What have you participated in?  Which pages do you regularly return to (and why?)  What, in your opinion, are the most successful Fan Pages out there, and why do you think so?

Please take 2 minutes and share your thoughts.  Our collective wisdom can help a lot of folks in their decision making process…maybe even your company!  Thanks!

When companies in most industries begin to use social media marketing, one of their first priorities is to develop is a group of brand evangelists.  These are people who love the company, and will staunchly promote and defend it on the social web.  A brand that is able to develop and mobilize its brand evangelists has a real asset, and a competitive advantage.  After all, a company can’t be the ONLY source of the positive information shared. When other people also talk positively about your company, it’s more believable.

This is one place where direct sales has a real advantage over other industries when it comes to social media marketing.  We already have brand evangelists BUILT IT, in the form of our independent sales force.  What companies are working so hard to develop in other industries, WE ALREADY HAVE.  The question is, are you using it?  Are you showing your sales force how to effectively promote your message (instead of spamming)?  Are you equipping them with the tools to effectively do so?

Most companies in other industries are at the mercy of whatever their evangelists choose to say, if they can develop them at all.  In this industry, we already have our evangelists…our sales force, and we have the ability to provide them with everything they need to share our message successfully.  Our brand evangelists have a vested interest in sharing the message well…after all, when the company succeeds, they succeed too.  But if we neglect our responsibility to mobilize our brand evangelists properly, we’re walking away from a tremendous opportunity (one that companies in other industries would gladly pay a lot for.)

Direct selling companies, make sure you’re training your sales force on how to use social media properly.  This is critical!!!  And then be sure you’re providing the assets that your sales force needs to spread the message effectively.

You have a tremendous asset and opportunity in front of you.  Don’t waste it!!!

Your thoughts?

Image Credit: Roland

From Jennifer: W00t!  It’s that time again.  Guest column time!  Today’s post is from my friend Dave Sattler, Web Marketing Strategist over at Scentsy.  Now ya’ll better listen up, because Dave has some GREAT advice for you today.  Have you ever wondered what your home office REALLY wants to tell you about how you’re using social media?  It’s probably something like what Dave has written for you today.  It’s great advice, so pay attention!   This is how (and WHY) to use all those great web assets your company is providing you with.

What the Web Marketing Lead of your Direct Selling Company Wants to Tell You
by Dave Sattler

1. Even online it’s still just about relationships.

Don’t think that it’s different because it’s online. Some people think it’s some kind of wild, wild west or something; you still have to be personable. If you’re using Facebook, LinkedIn, Twitter, or my most recent fave, GetGlued, to connect, then actually reach out and connect. Get to know me; tell me about yourself and share. Don’t spam me or my contacts with sales pitches. Don’t think that I will recommend you or your product to my friends or network if I don’t think you’re remarkable. I’ve developed my network through trust and am not willing to betray that trust by recommending something to them unless I think it truly “Rocks the Casbah.” (The Clash)

Anyone that has ever run a small business knows that it is all about making connections and expanding your network. The internet can be an amazing tool to expand your network and meet more people in your industry. Think of the same best practices you’d use when at a leads group or a chamber “Meet & Greet” and apply those to connecting online.

2. Add Value.

Value in the form of relevant content is the biggest magnet for attracting visitors that actually convert on the web. There are 2 parts to the adding value equation:

1. Create content that is valuable to the web community.  Whether that value is humor, tips & tricks, vlogs about your topic, handy couponing tips, or best practices for whatever it is that you drives you.
2. Don’t interrupt the conversation with shameless plugs – you add no value. For our sake and yours – making yourself an advertisement and not adding any value to the conversation is making yourself into an advertisement not unlike the ones that we all TiVo. You don’t want to train us to ignore you. For Direct Sellers of a company with a Facebook fan page: don’t post your URL on our fan page. If you think it drives traffic to your site you’re wrong. If you consider it to be “advertising” your business, then think about the message of your advertisement:

“Hi. I’d like to interrupt the conversation you’re having here and let you all know that I am such a good distributor of this product that I can think of no better way to find new recruits or sell products than by desperately posting on my company’s wall. Join my team now!”

If you think there’s an SEO advantage to spamming links across the Facebook-o-sphere through comments, go back and read #1.

3. Leverage what we publish; that’s why we publish.

Many companies publish videos on YouTube or other sites that are easily embedded on a blog or can be linked to and posted on your Facebook wall. We produce these for you so that you can share these as much as you’d like. It’s cheaper than handing out a bunch of DVDs. Comment or Like the things that we publish on our Facebook fan page, Twitter, YouTube, etc. – our intent is to help you grow your business by giving you top-quality digital assets that you can share with your contacts in a fun, casual way. Then your contacts can pull that content when they want to, and have a warm experience getting to know your product/business rather than the typical cold or push-style introduction that isn’t nearly as effective for you, and only drives people away.

Your company’s presence on Facebook, YouTube, Twitter, LinkedIn, etc. is designed, in large part, to help you evangelize your business and “brand badge” yourself. We dedicate resources to putting together quality assets in these platforms and making them something that you’d like to appropriately use to connect with your network.

3. Be a brand flag bearer.

At Scentsy, we talk about the brand as being democratized. We believe that the brand perception is best carried forth by our evangelists – whether consultant or a customer. This new marketing relationship prescribes certain expectations for the company and the evangelists. In short it’s our job to produce a relevant product, amazing brand experience, and help you share the brand, and it’s your job to influence the relevancy of the product and carry the brand promise through to the end-user. Take a look at what Apple has gone through. Back in the day, Apple products, believe it or not, were less than relevant while PCs were; there was more software for PCs and the price point was more attractive to users. Enter Guy Kawasaki who quickly mobilized brand flag-bearers to respond to what was being said in the media. The brand flag-bearers – not a PR team – responded to the media. Be a part of that relationship with your brand.

There is a certain, newer network marketing company (that shall remain nameless) that has sent all its recruits out with the same tweets.  Seriously.  If I see one more tweet saying “Unlike ANYTHING I have ever seen before…” or “There is a mass movement in the network marketing industry…” or how a certain tycoon is “the greatest thing to ever happen to network marketing,” I may just have to throw my mouse at them.  And this brings up the issue of direct sales companies providing the sales force with canned content for social media platforms.  If EVERYONE uses the same thing, I believe we create the counter effect of what we want.  We become a laughingstock, rather than a compelling argument.

It’s a challenging thing to contemplate.  On the one hand, companies are working very hard to present a consistent image to consumers.  They want to create a certain perception of the brand, and in print media, providing templates and wording has worked extremely well.  But what happens when this is taken to the extreme?  What if EVERYONE in your company is saying exactly the same things in all the same places?   What does that do for your credibility? This isn’t localized anymore.  And at some point, your market is going to say “uncle.”

The evolution of social media has made it more difficult for companies to mandate consistency.

So what is the solution?  Can we still provide templates for the field?  I do believe that sample templates and guidelines help a bit.  But they must be customizable, and come with training on how to integrate a consultant’s personal brand into the marketing messages.  (This also plays into the issue I talked about last week, about the software that pushes canned content into distributor Facebook streams.)

What are the types of content that companies may want to provide for social media?  Here are a few ideas:

• Blog ideas: Rather than provide canned articles, provide a list of possible topics, with links to source materials where consultants/distributors can educate themselves on the topic before writing.
• Status Update ideas: Think about the campaigns your company is running that month, and provide a list of topics, again, that consultants/distributors can reference.  While these shouldn’t be used word for word, you can provide both good and poor examples for consultants to reference.
• Sample Ads: Images and wording for advertisements that can be used within Facebook, AdSense, on selected websites and blogs, etc. can also be a helpful resource.  Especially important is access to professionally-designed graphics and imagery.  Again, consultants/distributors should be able to add and customize the verbiage on these to make them relevant to the individual consultant’s brand.

I also think our companies need to do a better job educating the sales force on marketing techniques.  How does a consultant create and communicate a personal brand?  How do you customize company-provided marketing resources in order to represent the brand well, while communicating your message?  How do we avoid filling the marketplace with the same messages over and over and over?

We’re not playing in the same playground anymore.  Canned messages, in and of themselves, are less effective when everyone can see everyone’s messages.  Direct sales companies need to get better at helping consultants and distributors customize the message, while still providing enough guidance to maintain public portrayal and perception of the brand.

Does your company provide templates?  Can you customize them?  What kind of resources do you have (or wish you had) to help you market your business online?  Would love to read your ideas in the comments below.