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 :)