Imagine you’re going to a party and you don’t really know anyone there. You have a new product launching this week that you’re very excited about, and you think people at the party will be into it. Do you break into your pitch seconds after meeting people? Well, you could try it. But odds are the people will politely walk away and avoid you all night. Instead, you could opt for establishing a relationship with this group of people that are aligned with your passions. You could base that relationship on shared interests and values. You could wait at least a couple of weeks before telling your new friend about a cool product you think they would be into. Odds are, the later option will lead to greater success - from a revenue and a relationship standpoint.
I first heard this analogy about the nature of establishing communities on social media about six years ago when I started working in Communications and Marketing. Coming from a Business Consulting and HR background, I’ve always gravitated to simple and straightforward explanations and examples. Marketing jargon does not come second nature to me. I’ve come to own that as a plus.
My attraction to this field has always been simple. It’s about relationships. The genuine and long lasting kind that make people love you and keep coming back. It’s about value. Beyond your product or service, it’s about the story that behind it. It’s about relevance and the quality and awesomeness of the experience you’re offering.
When you understand this, you get to the insights that make you go: “That’s it. That’s our magic. That’s our story."
Beyond these principles, there are processes that ensure innovation and follow through. We set goals, we measure, we optimize. Technology widens the breadth of what’s possible, changing the game everyday.
But the essence of what we do remains.
It is all in the service of relationships.