Mike’s Points

…and relaxing with the family. Started another post Thursday, but guess it’ll have to wait. Hope everyone has an enjoyable, productive and — overall — a great week!

–Mike

Holy Toledo: Oh-for-May and more than half of June? Oh well, busy stretches (busier than usual) of life and work means little time for blogging fun.

While I’ve not been physically blogging, a number of posts have swirled around in my head. One is about the shareability measure: “The Shareability Measure: What Makes Consumers Share Viral Marketing Communications.” (Courtesy of MarketingVox from April 15.) The study is available free until the end of June.

The study was conducted by MedTrackAlert and CNET, and presented at the Advertising Research Foundation convention. The study sought to find out “what leads consumers to talk about and spread advertising and marketing messages.”

What the study showed and reinforced to me is applicable to all of social media — heck, all types of relationships.

To be successful in building relationships, appeal to the egos or self-importance of others:

1. People want to be known as or perceived as experts; the authority of a topic or topics.
2. People have a genuine want to help others.

Satisfy those two instinctual, human nature wants in others, and just watch how those relationships improve!

I’m not talking about insincerity. I’m talking about a genuine interest in others. If you do not have a genuine interest in others — in helping others, in developing relationships — get out of marketing. Our work is. all. about. relationships.

Time and time again, this theme is evident. And, time and time again, I’m reminded of Dale Carneige’s timeless must-read book about relationships: How to Win Friends and Influence People. I’ve read that a couple times, and way paste due for another reading. The two wants also are part of Maslow’s Hierarchy of Needs.

If you don’t own the book already, get it.

There are various ways to apply the act of helping others achieve those wants. For example:

• In blogger outreach, after you get to know the bloggers you want to reach and make sure your information fits the bloggers’ readers, offer exclusive access or information, ask for their expert opinion on a product, etc.
• Offer your audience the opportunity to show their talents and be famous (see Heinz’s TopThis contest).
• Enable your audience to rate a product or serivce — and share those expert opinions with others. 

Simply keep in mind that, in all we do in life, our success ultimately depends on developing quality relationships with others — and helping others achieve their wants.

– Mike

For other posts that reference Carneige’s book, see:

• Going against the grain: A genuine interest in others is a necessity in social media, May 23, 2007
• It’s all about the E, May 22, 2006