Archive for the ‘Eric Fletcher’ Category

8 Mandates for Social Media Marketing Success—#8: Continue Listening

By Eric Fletcher, Chief Marketing Officer at McGlinchey Stafford

All listening is not created equal.

Consider how a physician uses the stethoscope in order to measure the activity of the human heart, or how a mother calibrates her ear to detect the faintest whimper of a newborn, or how a conductor trains the ear to pinpoint the one-out -of-a-hundred instruments slightly out of tune.

Compare these with the ability to tune out a barking dog, or half listen to the rant of a coworker, or subconsciously mix the rhythm of the rain to the precise sleep-inducing decibel. Now consider how we interpret tone, process innuendo, translate vernacular, and compose a whole new message—all while we (theoretically) listen in the context of conversation.

Indeed, all listening is not the same.

Listening is done at many levels. But as we become skilled at reactive listening—mixing to a manageable level everything we’re taking in—we’re inadvertently contributing to the demise of effective communication.

What’s missing? Intentional, proactive listening.

Intentional listening reveals the voice of those with whom we want to connect. And by voice, I mean the cares, aspirations, and concerns of your target audience. It’s the key to the most basic principle of effective communication—that connection takes place in the context of shared experience.

Put another way, intentional listening will identify, outline, and define the language of the closest you will ever come to a can’t-miss message. And it’s the key to the instigation of a whole new brand of experiences—those uniquely shared by you (or your business) and your most coveted customer.

Translation: the shortest distance between where we are today and a relationship that results in the development of stronger brands and better business is less about the construction of a long list of capabilities and more about one or two questions that instigate dialogue. It’s less about what we do and more about where our clients live each day. It’s less about what we know and more about what we can learn if we’ll listen first—and then build experiences that center on ways to continue to listen.

Game-changing social media marketing plans and strategies—not to mention the path to lifetime customers—just might be less about beginning with a compelling marketing message and more about intentional listening.

(This is an excerpt from Kent Huffman’s new book, 8 Mandates for Social Media Marketing Success.)

Start at the Beginning: 8 Mandates for Social Media Marketing Success—#1: Start Listening

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8 Mandates for Social Media Marketing Success—#1: Start Listening

By Kent Huffman, Author of 8 Mandates for Social Media Marketing Success

I believe that listening is the single most important key for marketers who want to be successful in social media.

Although the average person spends about 45% of his or her waking hours listening, most of us are simply not very good at it. Various studies conducted over the years have shown that we comprehend and retain only about 25% of what we hear!

With that challenge so prevalent, applying good listening strategies and skills in the social media environment becomes even more critical. “Intentional listening,” as my friend and colleague Eric Fletcher calls it, should be front and center in your social media marketing strategy, as it plays an integral role in ensuring that you can find your target audience, hear and understand their wants and needs, and then effectively communicate with them in such a way that establishes trust and strong, long-lasting relationships.

At the outset of your social media marketing program—even before implementing your listening tactics—do your homework. Conduct surveys and focus groups. Gather responses and evaluate. And spend some quality time “lurking and learning” on Twitter, Facebook, LinkedIn, and other social media channels to find out what your target audience has to say.

Finally, make sure you’re carefully monitoring your competitors as well. Are they listening to their constituents or just broadcasting marketing messages? You’ll have to do a little old-fashioned detective work, but remember that with social media, the playing field truly has been leveled. You don’t have to guess about who’s doing what—just listen.

(This is an excerpt from Kent’s new book, 8 Mandates for Social Media Marketing Success.)

Next: 8 Mandates for Social Media Marketing Success—#2: Plan Carefully

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