Posted by Eric Ungs
photo courtesy of NevilleHobson’s
Mitch Joel’s blog, Six Pixels of Separation, is a blog where I make a daily effort to make sure to read or listen to his latest posts. He has such an insightful mind and the conversations that derive from them are extremely interesting, and quite humorous. Through my engagement with his blog and podcast, it made my reading experience that much more exciting and enjoyable. He is definitely a journalist at heart who now lives in the digital marketing world.
Below are 13 key take-aways that I feel represent Six Pixels of Separation well, granted you still must read cover to cover, there is tons of useful information.
(1.) “Your brand isn’t what you say it is… it’s what Google says it is.” pg. 6
This ultimately defines your business. Consumers, before purchasing, run to the search box in hopes of finding reviews, PR releases, forums, ratings etc. to better they’re buying decision. Google says what your brand is, but YOU define it.
(2.) “Community and Trust is the new currency” pg. 21
Companies will need to evolve and adapt their campaigns through participation in various channels within the social media space, creating a community and trust throughout. Through engagement and how your business is perceived in your communities directly effects your business growth.
(3.) “Digital Marketing is not a one night stand” pg. 32
(4.) “Advertising is the hare and this new social channel is the tortoise. Slow and steady always wins the race.” pg. 36
3 and 4 are emphasizing the same thing… it takes time. You have to get to know your audience, find your voice, develop ‘relationship’ characteristics and create your community. The key quality here is trust.
(5.) “Great marketing is about real interactions between real people.” pg. 73
The traditional way of marketing has no ‘real’ interaction, it’s brand’s speaking to you not with you. The online space offers your brand a chance to reach out your hand, introduce yourself and ask your consumer ‘how they’re doing’. It’s a humanized relationship.
(6.) “You can’t have a strong business without a strong community.” pg. 86
(7.) “Money does not equal volume of voice.” pg. 96
As stated in the book, “the more money a company spent, the more present they were, the more volume they had in the marketplace.” This isn’t the way the online space operates. Whether you’re a mom and pop shop or a large corporation, you both are on the same playing field of equal opportunity through online tools. You’re both able to reach the same audience, use the same tools, etc.
(8.) “I would say it’s a pleasure to meet you but I feel like we already know each other, it was great seeing you.” pg. 121
This describes the relationships you are able to develop without really meeting in person. People will do things for their online connections as if they have known them since 1st grade. These relationships are very real and very powerful. Then when meeting in person, the awkwardness of first introductions won’t be so scary.
Photo courtesy of Wonderdawg777
(9.) “If you build trust and community by providing value to others, good things (like more business) do happen.” pg. 123
Pushing your business in other people’s face does not get you more sales. It’s those who are more interested in providing help, giving answers, advice, feedback etc., this will then create lasting relationships. Down the road, somewhere, somehow, sometime, those efforts will pay off. The intent of those efforts shouldn’t be because sooner or later a lead will be knocking on your door, of course it’s always in the back of your mind, but instead it should be out of pure sincerity and caring.
(10.) “A company is no longer made up of anonymous people building one brand; rather, it’s made up of many personal brands that are telling your one corporate-brand story in their own, personal, ways.” pg. 126
This is bringing the humanized voice into the corporate culture. Putting very different faces behind one brand and sharing their own personal stories.
(11.) “If you can engage your consumers by providing them with relevant and valuable content that your brand is powering, you win. If you push it further by building trust and getting your consumers to collaborate on the content with you, just stop and think about the power.” pg. 218
(12.) “This is all so new that most companies would rather hold on to what they know with everything they have than dip some toes into the brave unknown that is partly the present, but mostly the future.” pg. 257
It’s extremely crucial for companies to stay on top of the changing business practices. If they aren’t able to be ahead of the curve and see what’s coming, then you have to take part in what’s occurring now. As Mitch states in the book, “looking into the future, the only constant is change”. Change occurs whether you want it to happen or not. Those who create a blue ocean strategy ultimately win, become your industry’s leader.
(13.) “Everyone is connected, connect your business to everyone.” pg. 273
Must read for business owners, entrepreneurs, one building their personal brand, or any marketer who wants to better understand this space and it’s channels. Great read that gets ideas flowing on how to better your brand’s online presence.
Is there anything you would add?