Shar Govindan a Global Technical Director calls word of mouth “The strongest and purest of all types of marketing.”
The word is that word of mouth is huge.
Andy Sernovitz has taught at North Western University as well as Wharton School of Business. His recommendation on value messages is to “Find a super-simple message and help people share it.” I often hear things I find really interesting, things I want to share with others, yet sometimes these things are too complex to remember or explain correctly. Possibly too many points in one story or a cloudy message. This quote by Sernovitz really speaks to me because it is a key point in clear communication. A simple message will spread easier and quicker, no need for too much fuss. Twitter has this concept down pact with its simple messages mandated to be under 140 characters. Social Media is an excellent tool to help you HELP people share your message! Your message could appear on a number of social media outlets with links to your website or blog.
Sernovitz proclaims that “Word of mouth is lazy.” Noting that it must be coaxed out of people and helped along if you expect it to build. This makes me think of the marketing method several companies use often called “Refer a Friend.” This idea helps people use word of mouth by enticing them with an added benefit of spreading the word. Sprint currently has a referral reward program that awards customers a $50.00 American Express Card for any new customer referd. Sernovitz explains how ads can be useless when people flip through hundreds of ads without taking notice. He explains how it has to be an ad truly worth talking about. Noting that if you are boring no one is going to want to talk about you! A great questions Servovitz recommends asking before action is “Would anyone tell a friend about this?”
Shar Govindan Works for a Texas-based software engineering company. He has created several hundred websites and has a MS in Environmental Engineering from the University of Connecticut. He explains how some companies work to get our attention, through addictive features or psychological designs. Stating that “Through our “selective hearing” abilities we ignore the thought that all sites are aimed at generating revenue through increased Internet traffic either via advertisements or subscription.” I agree with this notion yet feel it is not always true. People often turn away advertisements that seems to be completely aimed at generating revenue. Also people consciously know this agenda yet still want the product to make themselves or someone else happy.
Govindan elaborates on the power of word of mouth when it comes to personal social media. She points out the well-known fact that many employers use personal profiles as part of an interviews background check. Personal Facebook profiles can really say a lot about you including things you may not want to share with your potential employer. Current employees arn’t in the clear, they still have to be aware that what they say/do in personal social media can spread to their work life. Govidan revels some of the “hidden opportunities” to turn the tables and enhance your personal branding and marketability. “Starting with the content you can market an online resume, working to solicit recommendations from colleagues, managers, customer and industrial contacts.” A professional photo in professional clothing, a professional setting and perhaps taken by a professional.
A professional picture should go over better than ones of you at a cocktail party three years ago. The well-known phrase ” Who you know is more important than what you know.” still rings true today. Especially when “Who you know” is visible on social media. This does not mean you should attempt to know as many people as possible. Govindan advises to air on the side of caution when chosing who you want to be associated with. Pay attention when adding some one to your network. He suggests being polite and sending a message before a connection invite. Real Simple’s author Kristin Appenbrink Explains how we have a Social Media Etiquette in her article titled The Guide to Social Media Etiquette she explains how society and the internet evolve together. Govindan claims that social media sites compete to “Revolutionize our experience on the web.”
Govindan promotes Community’s specific to your interests. He made me want to join more communities with his explanation that “Professionals are able to discuss ideas, solve problems, recommend books, prepare for certifications and network without having to go to a conference or meeting.” Rich Millington Founder of FeverBee Community Management Course blogs about examples of Great Online communities. The communities he mentions are completely unique such as Barista Exchange or Prisoner Life
With the countless opportunities that social media brings people sometimes forget that their are obstacles. Jeffrey Gitomer author of several sales training books, brings up the issue of company regulations on social media. This time he elaborates from the employees stand point. Stating that there are ways to get around the regulations, without mentioning the company’s name. He suggests creating opportunities that included getting together to meet possibly a seminar, networking event or party. Where you can discuss business without it being trailed on a social media source.
Just as Govindan proclaimed Gitomer suggests building a personal brand, personal network , reputation and personal awareness. Gitomer reveals in his book Social Boom that resumes do not do all the talking anymore “Your overall online presence speaks way louder.” A powerful online appearance and Google ranking make you aw worthy. The way I see it is your online presence says so much more than a resume ,in a more authentic way. It is not static or simplistic, it can be a vast complexity of information. Gitomer highlights “There is a big difference between references and reputation.” I can’t think of any one who does not agree. Your reputation speaks much louder than a reference could ever explain. Dorie Clark author of Reinventing You: Define Your Brand, Imagine Your Future Contributes an article to Forbes Magazine reminding us that employers check your web presence before asking for your resumé. Clark introduces Executive Job Search Consultant Debra Feldman who calls the internet search results “A perpetual Resumé a dynamic record of achievements , affiliations and ideas.”