Kevin W. McCarthy

What's The Deal With Social Media?

Watch today's On-Purpose Business Minute then invest 15 more minutes to watch the Coca-Cola Content 2020 videos posted below.  In them you'll see this On-Purpose concept put into action and then some and then some more. It is mind-blowing to see how Coke has moved from selling caffeinated sugar water to a global cause and conversation around its brands. Use the comments section (below) in my vblog to create our own conversation about the strategic implications to your business; your impressions; guesstimates on what it cost to write, create, and produce this; or whatever other lessons, insights, or feelings it stirred in you.

Frequently, I'm asked, "What is strategy or strategic plan?" Coca-Cola answers that question from the point of view of a world-class brand. These videos, while technically sophisticated in thought, bring strategy to life in a visually appealing and rapid manner. It may seem "liquid" but it is thick! Don't let it intimidate you. Instead allow it to inspire you.

(FYI -- it is purely coincidental that I happened to use a white board for this On-Purpose Business Minute. Coca-Cola and I have different production budgets! Ha, an understatement!)

 

Part 1 of 2 (7:28 Minutes)

Part 2 of 2 (10:18 minutes)

 

Here is the original text for this classic On-Purpose Business Minute that originally aired on Feb. 17, 2011.  

 

Only business people call Facebook, LinkedIn,

Image via CrunchBase

Twitter, and the like, "social media." Media is a broad term in marketing that is associated with print, radio, TV, electronic, and, now, social. While the rest of the world is busy socializing, we business folks are figuring out a way to engage in their conversation a la Seth Godin's brilliant Permission Marketing approach.

 

Let's think of media as merely a channel or means to get out a message. For example, I'm in the business of getting out the On-Purpose® message. I leverage media to help me spread the word.

Far too many business people are struggling with making sense of this new media opportunity. The problem is their focus is in the wrong place, yet again. It is a classic case of fire, ready, aim. The technology isn't the key -- it is the means. The true challenge is the strategy.

There's a well-defined "chain of strategic command" that is too often overlooked with costly consequences. Social media is simply that latest victim of a busted chain and dangling tactical activities.

Put it in perspective. Invest in your core strategy and then bring it to life tactically. Activity in the absence of strategy is simply wishful thinking and lazy business leadership. 

Feeling convicted yet?

 

Related On-Purpose Business Minutes

• Why Do I Need to Align & Integrate My Business? (kevinwmccarthy.com)
• Is Your Business Running You Ragged? (kevinwmccarthy.com)
• Are You Engaged In A Business Innovation and Re-Invention? (kevinwmccarthy.com)
• Who's Reviewing Your Business Plan? (kevinwmccarthy.com)
• So How Are Your Shortcuts Working? (kevinwmccarthy.com)
• How Do I Focus My Small Business? (kevinwmccarthy.com)

What Is Your Social Media Currency?

 

 

You're sitting at the keyboard staring yet again at your Facebook, Twitter, or LinkedIn login.  Yep, you set up your profiles on various social media sites, but as a business person you're wondering,  

• Why am I doing this social media effort?
• Does Facebook for business make sense?
• How do I get the most followers on Twitter? 
  
• Are my LinkedIn connections too many or not enough?  
  
• What LinkedIn groups should I join? 
  
• Who wants to be friends with me? 
  
• What in the world am I doing on all these social networking sites?
  

In a prior On-Purpose Business Minute I posed the question:  What's Up With Social Media?  You were encouraged to make sure the purpose of your organization, business design, business strategy, and marketing strategies were in place and aligned.  Now, let's explore a simple, yet powerful traditional step you can make to bridge the relationship of your marketing and social media channels. 

Develop your "Social Media Currency," a term I'm coining (pun) to help my fellow business persons who are awkwardly pounding away with tweets, posts, discussions, pokes, chats, and IMs.  A little direction can go a long way as you're learning your way in the world of social networking.

Currency is a store of value, therefore, social media currency is your virtual store of value associated with your online (and real) personality, brand, and identity.  The more I learn about social media and social networks, the more I realize how little has changed in the world of business strategically.  Sure, these online mediums shift the means of communication, but the very essence of it still rests on the fundamentals of solid marketing and execution.

Your social media currency is a place or channel specific extension of your business brand personality.  If I say Apple Inc, you're probably thinking about your iPod, Mac, or iPhone and attribute qualities to it like, "cool design, youthful, creative, and easy to use."  If I say IBM, your descriptors might be, "corporate, safe, mature, and powerful."

In short, your brand personality permeates your culture, customer service, hiring, product development, and so forth as an essential intangible currency of the relationship that builds consistency and trust.  Veer too far from it and your brand value proposition is eroded as your customers are confused.  Confusion and doubt damage your value.

How to Coin Your Social Media Currency:

You're probably not the CEO of a major corporation, but a SOHO, small businessperson, salesperson, agent, or such.  This is all the more reason why being smart online can pay for you and your business.  You don't have the big budget, ad agency, or marketing department defining core marketing strategies.

Early in my foray into social media, Mark Carbone, a business associate, encouraged me to articulate what he calls the "Five Pillars" for my online presence.  Immediately, it made sense to me.  My business partner, Mary Tomlinson, who used to head up Walt Disney World's internal ad agency, and I often help our business advisory clients develop their brand personality.  Same basic concept, just a virtual venue.

Thanks to Mark and Mary's training, my social media currency is defined with five words that describe me.  

Give it some thought for you.  What four or five words best describe your brand personality?   Engage the help of business peers, associates, clients, employees, etc., by asking them to give you a list of the five words that they think collectively best describe you.

When you're finished with your words, use the comment section to post them.  Then, you can tell me what five words best describe me.  Thanks!

Be On-Purpose!

Kevin

More On-Purpose Business Minutes 

• On-Purpose Profile: Carrie Wilkerson, The Barefoot Executive (kevinwmccarthy.com)
• Is Your Smart Phone Making You Stupid? (kevinwmccarthy.com)
• Can You Put It Into Words? (kevinwmccarthy.com)
• What's The Deal With Social Media? (kevinwmccarthy.com)

• Are You Engaged In A Business Innovation and Re-Invention? (kevinwmccarthy.com)
• Why Does Change Management Fail? (kevinwmccarthy.com)

Related articles

• Finding Your Social Media Voice (socialmediatoday.com)
• Questions to Ask Before Starting in Social Media (e1evation.com)
• Social Media Will KILL YOU. (shankman.com)
• How Should I Use Social Media (e1evation.com)
• Is Social Media Overrated? (penn-olson.com)

The On-Purpose Leader Experience

Do you want to be a better leader of your life?

For the longest time you've promised yourself you would work the process in The On-Purpose Person, right?  But you haven't!  Today you can make good to yourself on your promise.

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• Clarify and organize your life around what matters most
• Write your statements of purpose, vision, missions, and values
• Gather, mix, and mingle with other On-Purpose Persons
• Gain membership to a 24/7 private web group supporting your journey
• Ask questions of Kevin on conference calls and in forums and discussion groups
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Enroll today in the full six-week experience for just $127.  Enroll with a friend and your investment is $1.80 each per day!  Look for the Companion Special (2 persons for only $150).

Be On-Purpose!
Kevin

PS:  Did you catch The On-Purpose Leader Experience webcast?  Invest an hour and improve your life and your business.  CLICK HERE to watch the first webcast.

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• The On-Purpose Leader Experience: Session 1 Reply (kevinwmccarthy.com)

Getting Your Life Together

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As the author of The On-Purpose Person, I'm excited to more broadly offer this life transforming work via the web.  Now you can begin experiencing the depth and strength of who you truly are and were designed to be.  Over this six week program, you will walk the steps of "The Man" in The On-Purpose Person and even more!   You'll be in a community of on-purpose persons in creation. 

WHEN
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Would you like to include a 1 hour personal consultation with Kevin W. McCarthy?  Learn more here.

Details: 407-657-6000 x1

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• Do You Want A Balanced Life? (kevinwmccarthy.com)
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Syfy: Why?

The SCI FI Channel has changed its branding.  Check it out with this link.

At On-Purpose Business Advisors we inevitably end up in branding because of our core work on business design and strategy.   Branding is one of the first external expressions and places to create alignment with customers.  

I had to laugh when I saw the new name.   SCI FI says it all.  Syfy - what does that say?  There are some names you just don't need to change.  That said, a logo update would certainly be in order, but to change the name at this point to Syfy is just plain stupid.   Perhaps they have some magic hidden up their sleeve with this new name.  I sense someone got paid a great deal of money to develop a new look and name.  Unfortunately, the emperor's new clothes made it through tight-lipped committee after committee for approval.

The new logo makes me think this is a Styrofoam cup business, a paper company, or a pharmaceutical conglomerate with some made up name due to some chemical compounding.  Certainly not an edgy science fiction television channel.  

The good news is the execution on the web site is stunningly well done in terms of navigation, look, graphics, etc.  They've kept the traditional purple (outer space?) for highlights.  There is a lot there and they manage it nicely.  So kudos to the team that took what was probably given to them and took it boldly where few have gone before.

For now, all I can do is sigh, fyi. 

Be On-Purpose!

Kevin