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owen at owengreaves dot com

Localize Your Social Media Marketing

social-mediaWhat is considered successful marketing using Social Media Networks, is it how much money you made, how popular you are, how many hits your site(s) get? Many think Social Media is just being a good Internet Marketer, not so. There is this thought process of “looking out there” rather than looking in your own backyard in the Social Media World. Why is that? Is it merely thinking big or is it Ego, I think the later has a lot to do with it, we all want our 15 minutes of fame and this is the easiest way to get it.

The old saying, ” Think Globally, Act Locally” is the right approach regardless of the grandeur or weblebrity that might come from all the marketing efforts you expedite in these Social Media Networks.  The Internet is the vehicle and Social Media is the platform of choice to deliver your opinion, to be heard, and too be seen! Video is now the rage within the Social Media Networks, be seen and heard is socially acceptable!

So how do you apply these Social Media Networks to a local way of doing business? If print is dead, what options do traditional businesses have in a tangible way to market their business. To quote Guy Kawasaki – ”Advertising is when you tell people how great you are. PR is when someone else says how great you are.”

Print ads have a life span of a day and a half, Radio & Television is a frequency problem and direct mail is a low ROI challenge, what should you do? You have to mass mail or run HIGH rotations of ads, you can spend more money producing no or low results the traditional way. The bigger problem isn’t the vehicle as much as the way business owners think! Old thought processes and methods are written in stone in the walls of their brains, making it very difficult to see the value in Social Media Networks.

videoptin-optin_normalMike Wesely of Twittalk.tv during one of his shows suggested that building the relationship first is paramount, this will build trust which will allow you to influence those who follow you. This trust, like face-to-face relationships, takes time to develop so be patient and care about people. I had the privilege of speaking with Mike on the phone and I can tell you Mike loves people and truly wants to help people with Twitter. You can follow Mike on Twitter @mike_wesely and attend his Twittalk.tv Show for free.

Branding is the BUZZ word these days and frankly should be in traditional forms of making your business or product be top of mind. So, nothings really changed just the method has, the glue, the difference, is and always has been in the relationship. We have become markets of Social Circles that depend on knowing that its safe to buy or deal with a person or business. But most of us just want to belong and be in a safe fun place. Hang on, is that new? We as a people have always been like that, we are creatures of habits.

Now I’m really confused, if nothings changed then why has everything changed? The principles remain the same and have to be applied to every social market, only the methods have changed, not the principles of how and why people buy. So Think Globally and Act Locally helps me communicate to my target market or niche in a more accurate way. By the way, the original phrase “Think Global, Act Local” first appears in the book “The Evolution of Cities” (1915) by Scots Planner and social activist Patrick Geddes.

The world of business has not changed all that much, much of what you do to sell goods and products will continue, you will however add new ways of marketing. The principles of marketing will remain the same but your methods will change, this is going to be determined by where the largest flow of traffic is going not too mention where the greatest pool (demographic) of dollars resides.

You should and will have interaction with people at some level, so you will influence (sell) someone to get them to do what you want. Social Media Networks are best used in your PR efforts, not in advertising programs. No matter what you do, improve and be the best you you can be, because today’s markets are becoming very personal. I hope the shift to a more Social environment will make it possible for everyone to realize their dreams. Don’t forget your community for the sake of reaching the world, localize your Social Media Networks to serve your business and above all, care for your customers no matter where they reside.

About Owen Greaves

I'm a Futurist, I write, speak, and teach the open & free business model, the future of business. Create. Differentiate. Deliver.  

6 Comments

  1. Mike Lawson on March 18, 2009 at 3:14 PM

    That really drive it home Owen. So many want to be big in the world but they really wouldn’t know how to handle it if they were. There is no shame in having a successful local business. I am very proud of the business I have built in my local area. I am just a poor old country boy that is trying to make it in this crazy world, but I am honest , I am fair, and I don’t try to hard sell anyone anything.

    I hate pushy salespeople and I think most people do. I think a lot of the social media “gurus” they are out there on the social networking sites oh they give you a taste of the candy they sell you on the idea of a world wide business you should have and are willing to help you get it. With their help and taking their classes for x amount of dollars you can live the dream they have sold you on.

    When it all comes down to it isn’t about what each of us want to be doing. I learned during my life it doesn’t matter what you have, how much money you have in the bank, what kind of neighborhood you live in. what really matters to each of us are the people we love, the enjoyment of our time with those people, and making sure we have enough to take care of our needs.

    I am sorry I guess I am just a simple man with a simple lifestyle that just can’t wrap my head around why people want to have the big lifestyle be famous and make more money than they can ever use.

    What good is all that if you are not happy..

    Well Thanks for the area to sound off here Owen and buddy love your point of view keep them on their toes. Take care and see you around the web..

    Sincerely Mike Lawson



  2. Dude on March 19, 2009 at 5:54 AM

    Thanks for your encouragement, I just try to keep things in perspective.



  3. Eli | Vertical Measures on March 19, 2009 at 5:09 PM

    You’ve provided a fascinating discourse on the changes that have taken place in the world of marketing over the past few years. I especially like that you made the distinction between the sales process and the marketing process and clearly stated that only the marketing process is different and evolving. It’s also great advice that you share about the mindset that modern business must adopt, which is reflected perfectly by your quote from Geddes. Acting globally is out of the reach of the majority of businesses, but keeping the world and its people in mind even when dealing in a small community truly does pay excellent dividends.



  4. Callie Sinkinson on March 21, 2009 at 7:16 PM

    Hey Dude,

    Way to go!! You nailed it!

    As a Realtor marketing is one of my big hurdles….with the demise of print and the growth of Social Media it is a challenge. I love the internet though and have gotten quite a bit of action from my website to the amazement of some locals who do not think globally 🙂

    You and @Mike_Wesely of http://www.Twittalk.tv have been such a good influence for my growth with social media.

    Thanks Owen love reading your posts……such wisdom 🙂

    Callie



    • Dude on March 21, 2009 at 7:21 PM

      Hi Callie,

      Thank you. The landscape is changing dramatically, even how I consult for business people just like you. Mike’s niche is Twitter right now but even he will shift gears eventually and he has already gone way of diversification. Let me know if I can be of service to you, I am taking on clients right now.

      Many Blessings,

      Owen Greaves



  5. Jean-Philippe DIEL on April 1, 2009 at 8:06 AM

    Great post. Love it.

    JPh