Practice, practice, practice.

How do you get to be a Social Media expert? Same answer. And I haven’t practiced nearly enough. Nonetheless, more than a few companies and associations have asked me to speak to them about Social Media. I suppose that’s a good sign – they’re becoming aware of the issue.

Direct Marketing and Branding have always been my major topics and a few years ago I began including thoughts about Social Media in speeches but I’m still no expert.

I’m not even sure who is. We’re all learning and practicing and just when we think we’re close, someone throws a monkey wrench into the works, like Facebook’s new privacy challenges.

Whenever I mention any social medium – Twitter, Facebook, LinkedIn, etc. – odds are that dozens of people in the audience will know a lot more about it than I do. But I still practice. I’ve been practicing yoga for years and although I’m probably better at tweeting than at downward-facing dog ruminating on the topic remains a stretch.

Of one thing I am certain: if we don’t keep learning about the strategies that work and those that don’t, we’re just stunting our growth.

The real joy of the Social Media arena is that it is dynamic and the halls are filled with people who can teach me new things every day. But if you ask me to speak at your association, don’t invite me as an expert but as someone who is enjoying the practice!

P.S. About 30 years ago, National Lampoon magazine sent a writer tricked out as a tourist to Central Park West (8th Avenue) in New York, a few blocks from Carnegie Hall. The “tourist” asked hundreds of passersby “Excuse me, how do I get to Carnegie Hall” and two thirds of the people answered “practice, practice, practice.”

This year I spoke about the power of Social Media, sites like LinkedIn, Twitter, and Facebook. One of the things I like about the social media world is that in many ways it’s like direct marketing on steroids – faster, more intimate, and easier-to-measure.

I was amazed that many in the audience didn’t know about Twitter or LinkedIn. Some had Facebook accounts for showing family photos.

I spoke about strategy and how to drive followers from Twitter to Facebook and then to your blog. As people get to know you, the more likely it is that they will do business with you, especially in b2b.
The title of my talk was How to get Tons of Free Advice on the Internet. I showed them how I floated questions on LinkedIn and received dozens of great answers from leading lights in our field.

My enthusiasm for this subject is over the top because I have a great time meeting people online. The Merit audience wanted to know the basics. I was amazed that with all of the publicity around these programs (how did Obama win the election? Social Media) that they hadn’t at least tested the waters. After all, it is all free.
My takeaway was:
· Many people in business are depressed. They’re worried about their companies and their jobs.

· They are waiting for business to come back as it has in the past.

· They are marketing conservatively, doing what they’ve done (just mailing less).

My advice to them and you:
· Develop the right attitude now! If you stay positive and keep on truckin’ – trying new ideas – something is a bound to work for you.

· If you just wait for business to come back, as it has before, it might not. Go after any piece of business that has a chance to pay off for you. (I call it the Dandelion Theory.) Blow out as many programs as you can, and one will take root. Maybe more.

· Now is the time to think creatively. Tell people about the benefits ofy our product or service, as if you were recommending it to a friend. Skip the rhetoric. Talk like a human being and tell your prospects why they should buy it now.

· Don Libey at the conference said, WAYMISH. Why are you making it so hard for your customer to buy from you? Make it easy on your website, on the phone, on your direct mail. Short is best.

And, let me know how you’re doing. Visit me at twitter.com/loisgeller at LinkedIn: Lois Geller, Facebook: Lois K. Geller and by email: loisgeller@loisgellermarketinggroup.com Easy, huh?

When I give a speech at an event, I usually enjoy the talk, interact with my audience, and generally have fun. Afterwards, I get barraged with people giving me their business cards, and asking me for things…business, introductions, free books…even once a life insurance policy. All this happens in first five minutes as I’m walking  (usually hobbling carefully in high heels) down from the stage.

So, it is always especially refreshing when someone offers me something to help ME. That happened last night at our Board meeting. I’d mentioned we were looking for new office space, and after the meeting…Alex came up to me and told me that there is lots of very nice space in his building, and he’d get me the name of the manager and phone number, if I wanted. It was a nice gesture, with no ulterior motive on his part. And, I appreciated it.

The same thing happens on networking sites, like Twitter. Some people are forever hawking their products, and they do it every hour. Others provide value, like John Kremer. He sent me his Marketing Book Tip of the Week, and it is full of information for me. I never market any of my books, but he gave me some ideas I will try.

He also offers a Twitter Mania Manual, a full downloadable book you can get an use and it is full of great ideas. So You try it…give first, and then maybe give again…and good tings will begin to happen.

John Kremer, you’re great!

At my agency, we used to work primarily on direct mail programs and they worked for our clients. We rolled out huge mailings for Chase, American Express and lots of others clients. Then mailings got more costly, and we were paying more for each customer we were bringing in.

So, we started testing mail, then obtaining email addresses. We tested emailing people to visit us on Facebook, and then gave them special offers there. Little by little, over the last few years, we’ve gone from a direct mail agency, to an online group that builds websites, maintains the relationships our clients have iwth their customers via social media…and are testing some great new strategies. We’re having fun.

If we’d stayed in our old niche, we probably wouldn’t be growing as fast.

Then I read a piece about Newsweek reinventing itself in The New York Times. Their transformation is amazing: a new, smaller format, interesting new design…and a more afluent readership. They aren’t going to cover the big events any more (like the U.S. Airways flight that glided into the Hudson River). They are gambling on an audience that will pay more for a new “offbeat take” on events. Will it work?

Time will tell.