Scott Gould vs Alastair Banks – A Case Study

Ok – back to me again! I have to warn you I’m feeling a bit mischievous today, hence the title!

I realise that this blog will be read by people that don’t know either Scott or I so before I go on, I just want to give you a quick heads-up on who Scott is. He runs a relatively new (2008) ‘Experience Marketing Company’ in Exeter called Aaron & Gould. You don’t need to know us either – what underlies is an important message for new business owners or people trying to make a name for themselves.  That’s probably all you need to know. Let’s move on….

Did you know that most business owners (SMES) are more often than not, sales people? They have to be in order for their businesses to succeed. They normally can’t afford to pay someone to go out and sell for them so they have to sell themselves (this is why some of my networking/sales posts are so critical if you’re starting up). There is nothing wrong with this – it’s how I started and it forms the basis for my post – you see times have changed in business and it wasn’t until I met my new pal Scott Gould that I realised quite how much (Well I realised but this really brought it home).

When I started Optix Solutions I shamelessly gave out my business card to everyone I met – The way I saw it, the more people that knew about Optix the better. In certain circles I was known as the networking king – visiting every meeting I could, wherever it might be and giving away more and more business cards. In fact this got to the point where even my best friends, who didn’t know me through work circles, lovingly gave me the nickname of ‘business card’ :) Happy Days! To be honest, I still live by this mantra – you never know who someone might know, so what are you waiting for, exchange contact details and see where it goes. In fact, only last week I sat on the buffet service on the train back from London and met a senior partner from Deloitte, a guy from Reuters and a product designer. The guy from Deloitte asked for my card and the chap from Reuters and I exchanged details – all over a meal and a two hour train journey from London to Exeter – The point is, that might not go anywhere – but equally I may well have my biggest sale next month from it. If I hadn’t exchanged cards, it certainly wouldn’t have given me any chance at all.

Back in 1999, Social Media certainly wasn’t around – in fact, Google wasn’t even around (well, only just). Man, I’m starting to worry that I sound old writing this now. :) I should mention at this point that it took me years to become well known – even in a small town like Exeter. I would guess that it was a good 5 years before I was trusted on the networking circuit.

Now roll on 10 years and I meet this chap, Scott, through our mutual love of Social Media and especially Twitter – I think I’m right in saying that from one of my first tweets about Exeter he popped up with a friendly ‘hello’ and said if I needed any help that I could contact him’ – What a gent! We’ve since become friends and Scott and I have done some work together. Optix also sponsored the fantastic event that he put on a month or so ago – Like Minds.

I’m pretty sure that by his own admittance he would say that at the start of this year, his name was not very well known in Exeter. He was a true start-up, had a few clients and was looking around for work. Through use of social media sites like Facebook and Twitter he was able to connect with quite literally hundreds of people in the Exeter area in a very short space of time. I watched this process for months with great interest. He was essentially doing what I did when I started, but using new technologies and platforms to achieve it – and doing very well at it. For the first part of the year very few people had actually met Scott but many new his name – they’d connected on Twitter and other platforms, but slowly and surely people soon started to meet him at tweet ups and events and then of course he blew everyone away by organising Like Minds entirely using social media (read my article on that here). Now he’s known all over the town – in fact some might say it’s the Scott Gould show at the mo ;) (He will love that one!)

Scott has successfully used modern tools to network the area, gain trust and reputation and he now stands in a great place to capitalise on that and take Exeter, Devon and possibly the World by storm – All in less than a year. I take my hat off to him, I really do. What took me years to achieve, Scott has done in a far shorter period of time. I wish him well.

So to summarise, in case anyone missed the point of this post – Use social media to build your networks locally, gain trust and reputation. Make sure you network online and offline and as much as possible and you’ll reap the rewards in business. To help you along the way I’ve picked out a few of the tactics Scott would have used to achieve what he has – you too can use these, starting today:

  • Follow your local town/city name – Setup a search for the town/city in any of the major tools such as tweetdeck and actively engage with people mentioning the name  – There are also directories like twellow that you can use to find people and now twitter has its ‘lists’ feature, many people have setup local lists which make it really easy to find local ‘tweeps’ – For those of you in Exeter – Here is the search for Exeter on Twitter done for you already.
  • Use social media as an ‘Enabler and Extender’ – Try and take your contact through the following process – tweet/email/call/meetup – You may be lucky enough to do business as a direct result of SM but its more likely that you’ll need to meet up, so use the tools to gently take people more quickly through this processes which might have taken months or years in ‘olden days’ – circa <2007 ;)
  • Have a clear result – Who do you want to attract/connect with?  Have a strategy, even if  its as basic as ‘I want to talk to business leaders/influencers in my town’ – Filter out what you’re not interested in and have a strategy in place.

Scott and I have recently co-founded TAGS Tweetup in Exeter with Dave Thomas – If you’re interested in finding out more then please take a look at our new Tags blog for information about the next event.

Now go and put a brew on and come back ready to use your new found tactics to build your network and of course, as always, please let me know about your success.

Social Media ROI and Likeminds – WOW

Friday the 16th of October saw Exeter welcome a new social media conference to the Westcountry – Like Minds. My company were lucky enough to be one of the local sponsors and our logo sat impressively on the big screen behind the speakers alongside the like of Magners and Starbucks – not bad exposure I say :)

The reason for this post is to try and reach a few more people and explain the power of using social media in your business. I’ve also been flying high on a wave of social media love since the conference on Friday and want to tell the world about it :)

A few facts first:

  • The conference tackled the issue of ROI in Social Media
  • There were over 200 people there
  • Over 500 watched the conference on Ustream – A live stream of the event – still available here
  • People interacted with the conference in real time from all over the world – Even Stephen Fry the Twitter God dropped in digitally to say ‘Hi’ to everyone there!
  • The twitter fall, which was projected onto the screen while panelists were talking had thousands of tweets on it
  • Two of the keynote speakers flew from America especially to talk at the conference
  • Another keynote speaker – @darenBBC worked for the BBC for some time and was instrumental in putting Microsoft and IBM together as well as working on the iplayer!
  • The last keynote speaker – @mazi is in charge of social media for SKY!

Now here’s the thing – The two guys in charge of this whole event @scottgould and @drewellis didn’t even know each other this time last year! They met on Twitter and through a building of trust using social media, became closer until they decided to launch likeminds together earlier in the year. Now take into account that every single one of the sponsors bought into the event and the organisers purely because of social media. None of us knew Scott or Drew this time last year but like they had done, we had met through our love of social media and innovative thinking. Amazing as this all sounds, its even more amazing to think that this WHOLE event was put on and organised using social media – not a single bit of traditional advertising was used – Scott interacted with and finally met @treypennington and @thebrandbuilder on twitter (our two American friends) and after a visit earlier in the year by Trey, they agreed to talk at the conference – Another victory for social media.

Now Exeter is not known for its conferences or foresight when it comes to technology so to get the numbers mentioned together in a room was a remarkable achievement. I’ve been working in Exeter for over 10 years now and never seen anything like it.

If you want to see the interest in the conference and everything it’s generated since, take a look at the hashtag #likeminds on twitter here. An amazing event experience.

Social media has the power to break down barriers like nothing I’ve experienced before, for example I sat next to one of my competitors all day as we tweeted and retweeted each other on the twitter fall. We then shared dinner that evening (with others I have to say ;)) and it just made me marvel at how important getting ‘like minded people’ together really is. We have undoubtedly become closer due to social media and I’m thankful for that. I also met a lot of fantastic new people at the conference and cemented relationships with others – I literally cant wait for the next one.

Likeminds in itself was a testimony to what social media can achieve if implemented correctly. The return on investment for all involved was huge.

If you’re not using Social Media in your business yet then I strongly suggest you start thinking about it. Of course, if you’re stuck, then Optix Solutions can give you a helping hand :)

Social Media in Business

Even by the internet’s rapid standards, the rise of Social Media sites such as Twitter, Facebook and Stumbeupon has been nothing short of meteoric.

With hundreds of millions of people worldwide using social networks regularly (Facebook now has 200 million active users) and their popularity continuing to grow on a daily basis, they represent a massive marketing opportunity to switched-on business.

In Exeter, Social Media is taking off with a large group of users networking regularly together. Next month sees the first social media conference in Devon organised by my friend @scottgould. Optix Solutions are amongst the sponsors and are very excited about hearing and meeting @treypennington and @thebrandbuilder who are both flying over from America especially for the event. Tickets by the way can be bought here: http://alikeminds.org/

The big question for me, is still whether or not a brand can embrace Social Media as well as a person can. I believe there is room for both and there is no question that many high profile businesses have done extremely well from Social Media. Dell, Starbucks and Google all use Twitter well but is there a case for smaller SME’s to make it work for them?

My Opinion: YES! MOST DEFINATELY and I’ve experienced this with my own business. However, whether you run a business or a personal account there are certain ways to go about things and certain etiquette you need to get used to. Within Optix, we encourage our staff to have their own blogs/twitter accounts/social media pages and without a question of doubt this has lead to stronger relationships with our clients who are also using social media and to new work and relationships with people we would almost certainly never have come across without it.

Here are the twitter feeds of some of the guys in Optix (oh and Optix own one is @optixsolutions – we use this for info on our business, special offers, news and site launches):

My Own Twitter Account: @banksy6
Al Gleave (Bus Dev): @alpenwest
Kris Sousa (Sales/Support): @kristensousa
Nick Watson: (Developer) @nickizzle

There is so much I could say about Social Media and Twitter in particular but I’m aiming this at new business owners and entrepreneurs so lets just set you along the right path with some good solid advice on why you need to start thinking about Social Media in your business.

Here are Banksy’s top 5 tips for making social media work for you.

1). Allow people to share your business successes and stories with others – FOR FREE! You can do this by adding a tool to pages on your website that allow anyone surfing, to very quickly share your content with others. Popular tools include Share This and Add This both of which do the job more than adequately. If you’re not sure what I mean by this then take a look at the Devon Air Ambulance website that my company Optix Solutions have just launched and scroll right down to the bottom of the page. You will see a green icon with ‘share this’ written next to it. Click it and see how easy it is to share that website on Facebook/Twitter and many, many other websites out there. Think now of the power of just one or two users sharing that website with potentially hundreds or maybe even thousands of trusted contacts and friends that they have on their own networks. Its almost a no-brainer to have this added to your website these days. If you don’t know how to add it or need help then drop me a line :)

2). Build contacts, relationships and networks online – I’m sure if you’re starting a business, in your early years as a business or an entrepreneur of any kind, you are probably networking offline? Am I right? Well Twitter and other social networks allow you to find people with similar interests and values and then connect with them. The rest is up to you as it would be offline. Just don’t make the mistake of thinking this is a short-term gain, its not. Invest in social media and you’ll reap the rewards later.

3). Leverage social media for your other forms of marketing – Social Media is a great way of generating traffic for your blog or website. Users may then go on and look around other services you have to offer on these websites. In fact, although this blog is starting to get a good reputation with the search engines, the largest referrer of traffic to it each time I post is Twitter. This is because I put the word out to my network each time I post and people visit….which is great:)!

4). Become known as a ‘thought leader’ – This is really about building authenticity in your brand – be it personal or business. It’s a brave/stupid person that tries to sell directly from social media – it just doesn’t work. You need to show others that your posts/tweets/content can be thought provoking and hopefully interesting  so they will engage with you if they feel it’s right to do so. Don’t push marketing material out to them too much or you’ll simply lose followers and contacts.

5). Even if you don’t believe in social media yourself, others do and they could be talking about you or asking for help. There are a myriad of tools out there which allow you to monitor mentions of phrases, including your own brand. I for example, have tools set up to monitor mentions of my company name as well as my own name. Our company monitors local tweets, and anything to do with people looking for web design work.

As I mentioned at the beginning of the post, this is not meant to be, in anyway a full break down of social media and what it can do for you, its merely a teaser. I do hope in the future to focus on the individual networks and go into a bit more depth for you on how to get the best from each of these, however in the mean time I recommend reading the Chris Brogan’s blog post on social media here for some great tips:

http://www.chrisbrogan.com/50-ways-marketers-can-use-social-media-to-improve-their-marketing/

Consider today what you want to achieve from social media, consider your audience and which sites they might be using and then put together a plan for yourself and of course, if you need help – drop us a line. Good luck.