Seattle Interactive Examines Transparency.
If you have not made it to an SIC event yet – there is still time to get tickets for 2013.
If you are in the Orlando area – or know anyone who is, we strongly encourage you to attend this awesome event.
Got questions if this is a good use of your time? Drop me a line and we can talk about it. firstname.lastname@example.org
We did the third Advisory Board yesterday with the very smart and talented, Seth Vincent.
The event followed a one hour structure of introductions, hearing about Seth’s idea, clarifying questions, and then input.
Seth is creating a web series of interviews packaged with a bundle of goodies on any given topic.
The venture is called seattle.io – go check it out!
If you are interested in having an ad hoc group of your peers to support you in new idea you have for your business – drop us a line and we can help you get something on the books!
Created by Erin Nelson at Seattle Good Business Network and moderated by Ralph Allora from TRAY Creative, The Winning Recipe: Add Local Flavor was the first in a three part series called Advantage Local; it’s mission is to support Seattle’s local business – but the learning from research conducted and the panel discussions extends beyond Seattle.
The event was hosted at Impact Hub Seattle.
Here is an interesting breakdown on the demographic of Seattle market on how they feel about buying local.
21% – Local Loyalists- don’t need to be convinced
12% – Price Shoppers – buying on value (not prime audience)67% – Fence Sitters – looking for more convenience or something to convince them to buy local
One question I had for Stephen after the event was specifically on the brass tacks of getting to that 67%. How do we do it?
He said that they focus on the strong referral component from that 21% and leverage some incentive programs. They rely a bit on advertising, but he also recommended research groups (which I found very interesting). Even in a small setting, if you can isolate a group of people, buy them lunch or something and really get to what their objection is, and find out how they would get off the fence.
I really like this idea, and am going to recommend it to some business that would benefit from it.
Dunbar’s Number is the theory that one person can only manage up to 150 social relationships. In a recent article for Forbes, long-time friend and Biznik member TJ McCue discusses how this number might be relevant in an era of social media.
Biznik’s tight-knit community as a perfect example of Dunbar’s Number at work. With a smaller network, you have the time to build real friendships and truly support each other. Thank you, TJ, for your great insights – and thank you for giving Biznik such an outstanding shout out!
So awesome to see so many folks at the Seattle Local Business Summit yesterday. Over a dozen people thanked me personally for the providing such a impactful event(!) Really we need to thank Dex Digital. It was their generosity and forward thinking that brought together the rich content and compelling presenters on topics that are so relevant to small businesses right now.
SEO, SEM, pay-per-click advertising, social media, networking, branding. Running a small business requires us to become proficient on each of the topics. What a gift to have experts not only bringing us up to speed on these topics but also offering viable partnership solutions. The more you outsource, the more time you’ll have to focus on your core business, and the more effort you can spend on innovating and growing your business.
I presented a talk on the five rules of engagement for networking entitled, Your friends don’t trust you. Nor should they.
What follows is a summary of my talk and a link to the slide deck and resources.
At the foundation of community is, “I see you.”
Trust is not something you win. It’s something you build. And you need to take care of it.
There are five rules of engagement. Rule #1: Know thyself. What kind of business are you? Do you provide a service? Do you sell retail? Are you a manufacturing business? Are you a technology-based entrepreneur? The differences matter because small business owners, independent contractors and entrepreneurs have different needs and the networking organizations that offer opportunities to meet others cater to those unique needs.
Rule #2: Be human. The three authors of The Trusted Advisor have a Trust Test that goes like this: T = C x R x I / S. “T” is Trust. “C” “R” & “I” are Credibility, Reliability and Intimacy. “S” is Self-orientation. Credibility & Reliability is nothing more than are you who you claim you be and as good as you say you are. Intimacy is emotional comfort. The negative ingredient is self-orientation. Low self-orientation is recommending a competitor because they’re a better fit. High self-orientation is the sharmy sales-guy who’s always looking for a lead and moving on when he doesn’t find one. The higher your credibility and reliability, and the more comfortable you make others, the higher your self-orientation can be. It’s not rocket science. It’s being simply being human.
One definition of marketing is getting someone to know-like-and-trust you enough to reach in their pocket and give you money for your product or service. In business networking, Know-Like-Trust becomes Know-Recommend-Vouch. But not all businesses are the same. Some businesses can rely on simply knowing or liking. If your business requires a vouch in order to get a referral, how are you making that easier for those who in a position to send you a referral?
Social networking’s grandfather was Mark Granovetter who published the paper called “The Strength of Weak Ties.” In a nutshell, his study shows that people in your 2nd-degree network — friends-of-friends — are in a better position to send you new business. E.g. If Mike trusts Joe and Joe trusts you, Mike’s in a position to trust you too. How are you leveraging your weak ties?
One way to do so is by… rule #3: Show up. (Wood Allen said it best.) Attend events. Participate in online discussions. Follow up after you’ve met someone. Track the referrals you’re sent and thank those who’ve sent you a new client — it’s the best way for it to turn into more new clients.
Your friends don’t trust you. Nor should they. I have a friend from college who’s a bookkeeper. We’re social on Facebook and I like her. It doesn’t mean I can send her bookkeeping clients, I have no idea if she’s any good at bookkeeping. How many of your friends could say the same thing about your product of service? How can you change that?
ExactTarget.com conducted a study called Subscribers, Fans & Followers. Of all online consumers 43% said they had “liked” a brand. However 70% of those who had liked a brand said they didn’t feel they had given the company permission to market to them. And 39% said, “Marketers should NEVER interpret my ‘like’ as permission to post marketing messages that would appear on my News Feed.” What do people use Facebook for then? 59% of users say they use it to “maintain personal relationships.” Only 15% say they use Facebook for “professional contacts.” How are you using Facebook to engage with your customers?
How are business “friends” and personal friends different? They’re not. When you accept an invitation to connect with someone on a social network you’re becoming “digital friends.” They both follow the same rules of the Trust Test. Trust is something you build — rule #4. Build trust first before you start selling to anyone.
And that leads to rule #5: Be helpful. Professor Susan Friske did a study out of Princeton that can be summarized in the two questions people ask themselves upon first meeting you — How warm are you? How competent? Meaning, are you a friend or a foe? If you’re a foe, can you hurt me? If you’re a friend, help me?
At the very foundation your customers are asking, what’s in it for me? How are you answering that?
View the full slide deck here: http://www.slideshare.net/biznik/your-friends-dont-trust-you-slbs-2012