Tribe Building

Marketing with Facebook

Marketing on Facebook is not as complicated as so many people seem to think. Recently, Chris Brogan wrote about how he gets that Facebook is great for families to connect, but he’s not sure about using Facebook for marketing. While it is a fantastic method of connecting friends and family, it’s also a place to find attention. Let’s not become so focused on connections that we forget about the power of attention.

Remember Permission Marketing, by Seth Godin? You know, the book where he explains that we should obtain permission from people within our target market before we send them marketing messages? Well, permission marketing is the key to marketing on Facebook.

You know those little ads on the right side of your Facebook screen that have a “like” button connected to a fan page? What happens when you “like” a fan page? You’ll begin to see posts - from the fan page - show up on your Facebook news feed. Think of it like this: When you “like” a fan page, you’re giving the people running that page permission to drop bits of marketing (or whatever) into your daily Facebook path. Simple enough, right?

If you have a good understanding of permission marketing, you’ll create a fan page, get to work marketing, and reap the rewards. If you don’t understand the delicate nature of permission marketing - you’ll create a fan page and Facebook users will grow tired of your posts and hide them or “unlike” your fan page.

Step 1: Learn about permission marketing.

Step 2: Create a remarkable fan page on Facebook.  This is assuming you've got something remarkable that users would want to be a fan of.

Step 3: Reach out to your target market with carefully planned updates.  This is where you'll screw it up if you don't understand permission marketing.

Step 4: Enjoy the increased revenue from using Facebook for marketing.

Linchpin, by Seth Godin: A Review & Fighting with my Lizard Brain

Initially, my intention was to title this review:  “Four Days I Spent with Seth Godin.” Unfortunately, my lizard brain wouldn’t allow it because I didn’t really spend four days with Seth Godin, but reading Linchpin made me feel as though I did.  Reading Linchpin made me feel as though I was hanging out with Seth, walking the streets of New York City with him, and absorbing his teachings.  He would point out people who were Linchpins and why.  We walked down memory lane as he showed me how businesses once operated, how successful businesses are operating today, and what successful businesses will need in order to succeed in the future.  More importantly, at the individual level, he showed me what it takes to be a Linchpin and why many people are never able to achieve the success they desire.  Before my time with him was finished, I had a new appreciation for art and it’s importance to individuals and businesses, a better understanding of myself (and you) in the context of overcoming obstacles (usually our own lizard brain) and the true nature of gifts (not the birthday kind) and the role of gifts in becoming a Linchpin.  He went on to teach me the importance of shipping or finishing a project on time and sending it out into the world.  Let’s take a brief look at each of the four days I spent with Seth:

During our first day, Seth gave me a history lesson.  In the context of business and work, he wanted me to understand where we are and how we got here.  He showed me the nature of left-brain jobs and why they’re now going to the lowest bidder.  He showed me an old building, where clothing was once manufactured, but no more.  We visited unemployed workers who’s jobs were now being performed by workers in other countries.  He continued by emphasizing the importance of creativity to a Linchpin.  With each lesson, I felt a sincere desire from him to help me (and you) to break free of the binding chains that prevent us from becoming a Linchpin and reaching levels of success we desire.  This day was fun, enlightening and encouraging. 

Rising early the next day, I wanted to absorb more of Seth’s teachings.  We began by visiting an art gallery.  Confused, I asked: “What does art have to do with being successful?”  “What is art to you, Ed?” he asked.  My lizard brain wouldn’t allow me to answer.  Stepping back outside the gallery, Seth directed my attention to different types of art.  For example, a blog post, conversation, smile, the way an employee interacts with a customer, etc.  “All those are forms of art, Ed.”  My mind was broadening, as I was beginning to understand.  Art wasn’t just a painting or a sculpture.  Art can be almost anything.  I could barely sleep this night, eager to learn more the next day.

We started day three at the zoo, where the lizards live.  “You see these lizards?”, asked Seth.  “Would you want one of these little guys to stand between you and success?”.  “Certainly not!”, I replied.  “It happens every day, even to me”, he said.  Seth wanted me to understand that our lizard brain is that part of us that doesn’t want to feel rejection or failure.  The lizard brain is all about fear, generally irrational fear.  Your lizard brain wants to keep you like everyone else.  It wants to spare you the pain and anguish of defeat.  Unfortunately, your lizard brain isn’t interested in your success, but only your survival.  Each day we must be wary of our lizard brain as it will keep us from stepping out and taking those chances necessary to achieve success.  Linchpins have lizard brains just like everyone else, it’s just that their lizard brains are under better control.  Wrapping up day three and learning about my lizard brain was very hard on me.  In fact, my lizard brain didn’t want me to write this review.  It was trying to convince me the review would sound stupid.  Or that Seth would read the review and think it was stupid.  Certainly, my lizard brain was more alive and more active than ever.  Taming this lizard would be a big challenge for Ed - a daily challenge.

Appropriately, I arrived on time, meeting Seth at UPS to start day four.  “How many gifts do you think are shipped by UPS each day, Ed?”, Seth asked.  My lizard brain wouldn’t allow me to guess, as I was afraid to sound silly.  Seth went on to explain the history and importance of gifts.  Gifts are powerful and the artists who freely give gifts to the world are those people who earn our attention.  For example, most of the information found in Seth’s books is also found in his blog and it’s free!  What does he receive in return for giving the gift of a great, daily blog post?  He receives a good feeling, many satisfied readers, the satisfaction of helping many people, and many potential book purchasers.  But the key to the power of gift giving is to not give the gift expecting anything in return.  If you do that, the gift isn’t a gift anymore - it’s a transaction.

To finish our four day adventure, Seth taught me about shipping.  Essentially, shipping is the act of setting a time to ship, a goal of what you will be shipping, and putting aside perfectionism and resistance to actually ship.  For example, I could edit this blog post for two months.  I could tinker with it, change a few things here and there, and write it over and over again.  What would that accomplish?  Not much.  Indeed, it’s important to do quality work, but don’t allow yourself to be hindered because you can’t ship.  In all honesty, my lizard brain has been fighting with me about this blog post for months.  It’s not a good place to be so don’t allow it to happen.  Linchpin will help you overcome your lizard brain.

        

Why Malcolm Gladwell is Wrong about Chris Anderson

In a recent article, Malcolm Gladwell articulates an impressive argument explaining why Chris Anderson is wrong in his new book - “Free: The Future of a Radical Price”. Malcolm’s article led to this blog post by Seth Godin.

For the record, I’m a huge fan of Malcolm Gladwell and his awesome work. Also, Chris forgot to send me a copy of his new book for review, so I’m admitting that I’ve yet to read it. Regardless, for this discussion, reading it isn’t necessary.

Here’s why Malcolm is wrong:

First, he spends much time discussing YouTube, and the fact that it’s failed to make a profit for Google. Unfortunately, Malcolm entirely misses the point as he uses this example to shoot holes in Chris’s argument. The only real reason YouTube has failed to make a profit for Google is because businesses are too slow to adapt to new marketing. YouTube is nothing more than attention. It’s an awesome place for right-brained business people to create new ways of being noticed. My company is already having success marketing on YouTube. Give it time and YouTube will be turning a huge profit for Google.

Second, Malcolm lists a number of examples where the Free model isn’t being used and success is found, but again, he misses the point. Free is about attention, free turns heads, free can get you noticed. Free isn’t about what’s working or isn’t working today. You can fight the rule of Free all you like, but Free is sort of like gravity, you’ll spend much more energy working against it than you will working with it.

Third, and this is the main reason I believe Malcolm is wrong.  Because he doesn’t want Chris's law of Free to be right. How often have we seen it? Business leaders everywhere have refused to accept the changing nature of the world, the evolving tribal nature of people on the Net. Just like many other people, Malcolm is afraid. He’s watching the world as he’s known it change faster than any of us are truly ready to admit.

Tribal Destruction - Now Amazon?

Don’t promise me something unless you’re willing to keep that promise.

Writing this post makes me sad.  I’ve been a HUGE fan of Amazon.com over the years.  It’s safe to say that I’m in the Amazon Tribe (for now).  This isn’t a post bashing Amazon, but it is a post about an experience I recently had with Amazon and let it serve as a caution such that you don’t find yourself destroying your own tribe in this way.  Unfortunately, now I’ll have a very hard time trusting Amazon the way I have in the past.  That’s the worst part about tribal destruction - it’s not easily measured.   

Approximately the middle of May, I ordered a new 46” LCD HDTV (big difference between a book and a TV).  Upon checking out, I was careful to make certain of the delivery date as this month I’m crazy busy and know it will be tough to work a day in to receive the TV.  According to Amazon, the delivery date was GUARANTEED to be May 29^th.  This would be perfect as I could be home that day to receive the TV.  

May 28^th, I’m contacted by a shipping company and told the television would probably be delivered June 1^st, 2^nd, or 3^rd, but they would call me back on Monday of the next week in order to schedule and appointment.  Well, that would be fine if I had time that week to schedule an appointment, but I don’t.  I needed the LCD TV to be delivered May 29^th.  

It would have been quite alright with me if Amazon had simply not offered me a guaranteed delivery date.  I suppose the best lesson to learn from this is you shouldn’t make a promise (or guarantee) that you can’t keep.

Just for the record, the people at Amazon were all very nice and did everything they could do to help me.  Unfortunately, they weren’t able to convince the shipping company to delivery the TV on the guaranteed date.  As I write, the TV is on it’s way back to Amazon and I’m heading to Wal-Mart to purchase a 46” LCD TV.  

10 Steps to Marketing in a Tribe

Marketing in a tribe is great way to boost sales, increase awareness and earn word of mouth evangelism.  This 10 step list is proven.  I’ve successfully marketed products this way and I’ve seen many other people and businesses successfully market this way.

1)  Forget everything you think you know about marketing.

2)  Locate a tribe with members who would benefit from purchasing your product/service.  For example, if you’re in the gun safe business, a tribe of passionate firearms enthusiasts is where you need to be.

3)  Join the tribe.

4)  Don’t attempt to “market” anything.  If the tribe meets in an online forum, don’t even put your business website on your signature.  You’ll be seen as a spammer and you’ll never truly become a member of the tribe.  Other tribe members and leaders won’t allow it.  Regular marketing in a tribe is a big “no no”.  If the tribe has a “profile page”, it’s okay to list your business and what you do.  The important thing is that the tribe members don’t view you as a someone marketing a product.

5)  Make quality contributions to the tribe in areas unrelated to your business (i.e. Start discussions, respond to discussions in a meaningful way, etc.).

6)  Make connections with other tribe members.  Find a few tribe members you resonate with and make a conscious effort to connect with them.

7)  After you’ve been accepted into the tribe, it will be inevitable that tribe members ask what you do - or what business you’re in.  Only now, is it wise to tell them your business (no sales pitches).  If curious, perhaps they’ll check out your “profile page” and learn it from there.

8)  When you see a discussion that’s somewhat relevant to your business - contribute to that discussion with facts (not sales attempts).  Facts about the product/service are needed.  That's probably why the discussion was started.  NO sales pitches.

9)  Eventually, word will get around to other tribe members that you’re in the “whatever” business.  That's okay, because you're now an accepted tribe member - not just someone trying to make a sale.

10)  At this point, the tribe has accepted you as a member and a few of the members know what you do.  If you’ve been a good tribe member, other tribe members will view you as a “trusted expert” in your business and they’ll be coming to you for recommendations.  Remember, trust is very important, so even at this point it’s not wise to try and make a sale.  Only present the facts.  More often than not, the other tribe members will come to you and choose your product if it meets their needs.

Aside from my own endeavors, one of the best examples I’ve seen of this kind of marketing occurs everyday in a firearms enthusiast tribe.   This tribe meets in an online forum.  One of the members happens to be in the gun safe business.  In fact, he’s a gun safe expert.  The key is that he’s NOT there to market.  He’s a member of the tribe, just like me.  However, anytime there’s a discussion about gun safes, you can bet he’s participating by talking facts (NOT marketing).  In the eyes of the tribe members, he’s a “trusted expert” and many tribe members go to him with their gun safe needs.  He sells many gun safes this way without any traditional marketing.  You can do the same if you follow these ten steps.

Zane Safrit’s BTR Interview of Ed Welch

A few weeks ago, Zane Safrit extended the opportunity to ask some questions about tribes, my ebook list - 101 Ways to Destroy Your Tribe (pdf) and my manifesto on Changethis - Learning to View your Customers as a Powerful Tribe.

If you don’t know Zane, he’s a super nice guy. One of his passions is to create a movement to help change the healthcare system. We all know it needs major changes and I admire his passion and work to get the word out.

When it comes to business, Zane is a lot like me, he wants to see businesses understand the power of tribes and better serve us (the customers).

If you would like to learn a little more about tribes, you can listen to Zane and I talk here. 

Enjoy! And a special thanks to Zane for taking the time to visit with me.

Tribes vs Communities

What’s the difference between a tribe and a community? The short answer? Passion. Tribe leaders are very passionate about “something.” Their passion is contagious, drawing followers into their tribes.

Tribe members are passionate as well - at least passionate enough to care about something and take action. It’s this passion that draws the members of the tribe together with tribe leaders.

Communities are more of a “gathering place”, they’re sort of stagnant. Communities are formed from common interests of community members. Great tribes are in motion, looking to accomplish or prove something.  It’s true that online tribes need a place to gather, but they’re usually on a mission. Often, you’ll find tribes within communities.  In fact, it could be argued that most online tribes come from within communities.  But, not everyone in the community will be a tribe member.

In Oklahoma, you’ll find two distinct sports tribes - Oklahoma Sooner fans and Oklahoma State Cowboy fans. These two tribes have been at war, both on the sports field and off, for nearly a century. The most passionate fans are out to prove their teams (programs) are best. Many of the tribe members degrade and ridicule one another.

What makes these people tribe members is the passion they share for the success of their sports programs. They wear their schools colors and logos with pride. Make no mistake, these people are serious. When an O-State fan ventures into the hangout of the Sooner tribe (i.e. OUHoops) - they’re often treated quite poorly. Same goes for Sooner fans venturing into O-State tribal territory (i.e. Orangepower).

What’s the takeaway?  Look for tribes within communities, but don't assume that a community is a tribe.  Great tribes are formed by people with expertise, desire and passion, but don't place too much emphasis on expertise.

Am I a Member of a Tribe?

Sure.  Everyone is a member of many tribes.  Sometimes being a tribe member is as simple as feeling associated with particular people (political party, etc.).  Other times, tribal membership requires a barrier to entry (initiation, etc.) 

When you’re feeling an association with certain people, you’re probably a member of a tribe.  Consider these examples:

- You really like Barack Obama, you agree with his ideas and find yourself feeling connected to others who support him.  Although you’ve never met him or his supporters, you’re in the Obama Tribe.

- You feel strongly about your 2nd Amendment rights.  You feel there are too many gun control laws already.  You want more guns in the hands of law-abiding citizens and less guns in the hands of criminals.  You’re in the gun rights tribe.

- Here’s a more traditional tribe.  You’re a member of a church.  You’re a member of that particular “tribe”.  You’re connected to the Church leader and the other members.

- Here’s a less obvious, but very large tribe.  You love Diet Pepsi.  You identify better with others who like Diet Pepsi and wonder how anyone can possibly drink that “other stuff”.  You’re in the Diet Pepsi Tribe.   

- Tribes are everywhere and they’re here to say.  What makes them so important now is the Net.  An explosion of tribes have formed on the Net.  If you use the Net, you’re probably a member of many tribes that wouldn’t have been possible without it.

Connections.....Can you please elaborate?

Pam asks:  "Can you elaborate a little more about connections as you use the word in your tribes manifesto?"

When thinking about connections and tribes, it's important to remember there are varying degrees of connections.  Some are loose, others are strong and everything in between.

However, we are all connected in one way or another.  What defines a tribe is being connected to each other, a leader and an idea.  That idea can be a product, a website, a business, a concept, a political party, etc.

You need not even know someone in order to make/have a connection with them.  For example, Pam asked this question, I'm now politely responding via this blog post - thus, we have a "connection".  My hope is that when she reads this response, Pam recognizes the connection and retains it in the future.  Perhaps she'll continue to read this blog?  Maybe she'll read future ebooks I write.  Regardless, it's important to realize the subtleties of connections and the importance of those connections in the business world.  If I were to have ignored Pam, she might walk away with a negative opinion of me, never read (or refer) my blog, etc.  When you think of the positive word-of-mouth I lose - that's a HUGE wasted opportunity.

From almost any perspective, a positive connection leads to good things.  With the Net and tools like Twitter, tribes and connections are inevitable. 

Connections and Feelings

At one time or another, everyone is a customer and everyone has feelings. In case you haven’t noticed, people are generally driven by their feelings.

Successful businesses (and people) are able to establish connections that generate good feelings in other people and themselves. Think about it, when you walk away from a business transaction with good feelings, don’t you feel more connected to the business?

So here’s the big question: If you’re looking to build a successful business, why would you ever engage in a transaction with a customer (or potential customer) that didn’t stimulate good feelings in that customer? The answer, of course, is that you would never want to do that.  Right?

If you would like to learn more about the power of connections and how those connections relate to the concept of tribes, check out my newly published manifesto on ChangeThis.com.

http://www.changethis.com/55.04.CustomerTribes

Enjoy!