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May 19, 2015

109: My Best Social Media Advice? Ignore Everyone's Social Media Advice.

109: My Best Social Media Advice? Ignore Everyone's Social Media Advice.

Coming to you from the Women’s Business Symposium, sponsored by Comerica Bank, and benefitting Girls, Inc., this week Neal is discussing when to listen to advice, and when to ignore it. Last week, he held the event that he’s been talking about for months, the Social Tools Summit. It got him thinking about why it’s important to be unique in the world of business and social media. When planning the summit, Neal got lots of advice from his peers about how to run the event. Yes, it’s good to listen to advice from peers and role models, but it’s also good to know that you don’t always have to take that advice.

Transcript

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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant, founder of Maximize Social Business, The Social Media Centre of Excellence and the Social Tool Summit. Neil Shaper Everybody, this is Neil Schaefer. Welcome to another exciting episode of Maximize Your Social. No, I do not have an interview for you today. I know that leading up to the Social Tool Summit, I did a lot of interviews with a number of great social media tools vendors. Actually, the Social Tool Summit was this week. This Tuesday it's May 15th as I'm recording this right now, and it was, Ah, pretty incredible event for those that attended. And even for those who followed a hashtag, we were able to trend the hashtag internationally Social tools. 15. There's already a few do a search on the tweets or there's already a few block post that have been written, likable local that a great block goes in the top 50 tweets on preparing a number of block post myself about the event. So hey, if you missed it, check it out. And today I really want to follow up from that event. I've done podcast from a lot of weird places before of dumb podcast in the back of a taxi of dumb podcasts from, Ah, Food Court Eating Ramen with friends. Today I'm coming to you from the Irvine Marriott Hotel, where I am at a Comerica Bank sponsored Women's Business Symposium. The proceeds of this are going to Benefit Girls Inc. A nonprofit that is very active to help empower Woman. I think they work with a lot of Children ages 5 to 18. I encourage you if that's something you want to be a part of The Checkout Girls Inc. And many of you know that I do a number off speaking engagements with Comerica Bank. They all right via P partner of mine. But today I want to talk about something that's been in the back of my mind over the last few weeks, and it's a relevant to social media as it is the business now. When I started creating the idea for the Social Tool Summit with my partner, Brian Mahoney, a lot of people give us a lot of advice with social meet. It's the same you've got to do this. You got to do that. And I don't think people are ill intention when they give us this advice. But at the end of the day, you have to stick with what's right for you. Right now. Someone else did a presentation or someone else that a conference and they were targeting a different audience. Maybe they were. They had a different brand. They had a different business situation and all the advice that I got for the Social Tool Summit pretty much ignored. So I'm actually writing a Lingam block boats called. The best business advice I can give you is to ignore everyone else is because if you're doing what everyone else is already done, you're not gonna be successful. You have to do something different. And if you're true to your brand into your business, into your experience into your capabilities into your limited resource is you will be able to do that. But it's not gonna come from a copy and paste effort. It's gonna take some soul searching. It's gonna take some experimentation, right? So with the Social Tool Summit, I think it was a success. And yes, it was a positive investment, and we're gonna do it again in San Francisco, and everyone said it was unique, but I think they meant it in a good way, Hopefully. But we did something different because I had a vision and I felt there was a need in the market for this type of information and executed on that vision, and I did not let anybody get in the way. I was a man on a mission, and that's actually always been my approach to business. And it's my approach to social media, and it's my approach to social media consulting. I remember one time early in my career I was selling semiconductors in China. For those of you who know my past history, I never forget a trading company, a Japanese trading company. I work for a Japanese semiconductor manufacturer, Japanese trading Company said Neil, you you are so good at sales. When I hear you speak, you speak with so much conviction and passion. Are you hired by the investors to make sure that this company's profitable? And I said, look, when I'm selling it on the company, you know I have the CEO of the executives, the investors drawn on the back of my head. I'm trying to do best for them. Sure, I'm trying to hit my numbers, but at the end of the day, I want to do what's right. And that's the approach I want youto have for social media. A lot of people are gonna be giving you a lot of advice if they haven't already. But as I like to say and and as I prepare to speak today in front of 300 businesswoman on the topic of social media started to slides. And these lives are, you know, when I speak basing to be the ones that people tweet the most, so they're sort of my favorite quotes. The 1st 1 is social media replaces nothing but compliments, everything. So when someone says, Oh, you got to do this, you got to do that. You don't have to do anything. You have to be real to your business is what your resource is, our what your strategy is, and you need to start slowly from there, using social media as a complimentary vehicle. Look, if your product sucks and you can't sell online social media is not gonna be the golden dagger. It's not gonna provide you the success. What it helps do is it helps amplify things and helps compliment what you're doing. So if you're successful without social media, well, you'll probably successful with social media. That's my gut feel. So it's all complimentary. Look at where it fits because everyone's on Twitter 24 7 doesn't mean that your business have to or even you have to write. Everyone's like Google. Plus you got to be in Google. Plus no, you don't have to be on Google. Plus, if you're targeting Jim, why you have to be on Snapchat? You have to be on instagram, right? So there are things that you have to do because they're defined by data. It is a data driven approach that I've always been a big fan of a data driven approach to everything you do in social media. What's the second slide you may ask? The second slide is Social Media's new tools. Old rules. Doesn't matter how I let you out of the game. It doesn't matter how old you are when you use social media as a business tool. Those that have more business experience will tend to leverage social media as a tool more effectively, which flips the common sense we need to have young interns in because they know how to use social media. It sort of flips that logic on its head as it should be. Now I say these things because they come from my experience. I'm not trying to copy what others have done. In fact, when I wrote my 1st 2 books on LinkedIn, I tried not to read any other Lincoln book that was created when I wanted to write a book on social media strategy. There were no more role models for me when I wanted to create a social media strategy consulting practice. There was no framework out there for social media strategy consulting. But I did it based on what I felt were best practices and what needed to be done. And, you know, you may not want to be innovative, but to be successful, you need to do something different. And it's so important social media, because we know how noisy it is, and almost any tactic that you confined by doing a Google block search. You know, I'm sure any given businesses implemented, some may be more fitting for you than that. There's not you talk about when I do my social strategy consulting. I speak a lot. I do talk about role models, so I do think there's a case for role models. But once again, whatever you do has to be true to your brand into yourself. And I want every one of you listening this podcast to become a leader because it's gonna happen after a while. In any given industry, there will be a few companies that rise to the top above the social media noise and 80% of the companies that won't that you know, the the 80 20 rule, and I want you to be that top 20%. So that's my advice for you today. Lead through innovation through doing something different and, you know, just coming back from the Social Tool Summit. If there is something you want to do on a given network, and you don't believe that you don't know how to do the functionality or you don't even know if the two exists, look for a tool that sells in the market and contact that company asking for their help. Social media tools vendors have an incredible amount of experience, and that's why I'm very passionate about the tools in the people behind the tool is because I know that they've helped a lot of other companies. If you want to implement the tool where you post on Facebook and all people to do is comment by saying bye to buy a product, there's actually a tool for that. It's called Hey, all right, so you need to look around and you need to have an investment in social media tools as well, Even if you're a small business, you don't have to pay $500 a month for tools of your small business, but you're going to pay 10 25 50 even $100 a month. And it's really gonna help you do a lot of amazing things. Use the tools to help leverage what you want to d'oh so it can help you do it more effectively. And the other thing? I talked about my approach to the social tool, some its exact same approach. I'm having to the Social Media Centre of Excellence. Neil, your big Arlington. You written two books. You've got to create these modules or nearly got to do this or you can't have that price point or you need to do this or I always wanted to create something unique so that I can provide my content in my experience and help as many people and businesses is possible at the lowest rate possible. Because people do a budget concerns right. There is a reality here, financial reality and that's really what's behind my launching of the Social Media Center excellence. The social centre of excellence should launch in the next few weeks. Social media sioe dot com There's also the Social Media Centre of Excellence Facebook group, Social Media CEO. We do a search on Facebook for that and I can't come with us because what I want to provide is a very, very different experience. It is almost whenever I speak. I look at it as a group, social media coaching session or group social media consulting session. It's why I liketo answer questions you know, in between every slide. It's why I like to stay after and talk to people and try to help them. Social dissenter vaccines allows me to do that, and I'm able to do it and I'm very confident that it will be successful because it's what's needed. And if I copied someone else and just do what they did. And it's funny because I met someone in Boston who said, You know, Neil off taken the four major linked in sort of modules that I could buy in the market, and it was almost like they were replicating each other, all saying the same thing. To become a thought leader, to become an innovator, to come, a leader in your industry to rise above the noise. You can't do that. You have to start from scratch. You have to do a reset button. Forget about what's already out there. Forget about the legacy of content and tactics and strategies that you see out there. The others have done Build your own. That's it for another episode of the Maximize Your Social podcast. Obviously, my voice has been a little rattled because of the Social Tool summit. This morning's actually my eighth speaking event this month, and I still need to go to Victoria, British Columbia, for social media camp next week in Bucharest, Romania. The week after a muscle speaking low here because I am in a hallway. You heard various people walking back and forth and talking. But wherever you are in the world, I really do hope you're enjoying this podcast. I don't really ask for a CZ. Muchas the experts say I should. But if you haven't raided this on iTunes, I really appreciate your recommendation. I had to switch over my podcast at about episode 88 or so. So I lost all the reviews that I got. I'd really appreciate if you could spend a minute, write a review, share the pockets with a friend that you think could benefit from it and be on the lookout for my linked in block post. We're gonna talk a little bit more about this and obviously be on the lookout for my social dissent of excellence as well as the next version of Social Tool summer 2015 which would be in San Francisco in the fall. That's it for today, everybody signing out from, well, my home, Irvine, California I want to say Sonny, but it's raining today, but we need the rain here in seven California, but wherever you are in the world, make it a great social day. But everybody thanks for listening to maximize your social. We appreciate all of your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize Your social dot com. Please also make sure to check out Neil's New Community Social Media Centre of Excellence at Social Media. C o e dot com as well as meals. First Social Media event. The Social Tool Summit, which will be in Boston on May 12 and in the Bay Area this fall. Thanks again and make it a social day.