I’m excited to see “Trust Agents” co-author Chris Brogan present in person for the second time this year at the BMA Engage conference tomorrow. Having seen him earlier at the Kansas City IABC Business Communications Summit in February, his innovative presentation style is one unlike I’ve never seen, and I really can’t imagine anyone else pulling it off successfully.
Speaking from what seemed to be a handwritten “set list” on a folded up piece of paper, Brogan spent an hour sharing his strategic perspective on how people behave, interact, and expect to be treated. Quite frankly, he struck me like the smart, quiet guy you see in a corporation who observes everything, sees the strategy gaps the big business so obviously misses, and figures out all the answers while hardly ever getting the chance to share them.
Through a patient strategy of freely sharing insights and perspectives from his innovative viewpoint, Brogan has created the opportunity to share his strategic wisdom in increasingly rarified venues. For all the “GET MASSIVE FOLLOWERS, BE A SOCIAL MEDIA ROCK STAR QUICK ” scams floating around the web, Chris Brogan has transferred a consistently, strategically constructed online platform to an IRL business where he routinely gets the chance to share his much sought-after answers.
Among the great strategic insights at his Kansas City presentation about better cultivating and growing customers with the help of social media:
- A company can best help its people understand what it means to represent the brand by providing some level of media relations training to every employee.
- The best social media people come from customer service. They’re used to talking with customers and representing the business across many situations.
- The first steps in social media strategy should focus on prepping for crisis communication, marketing at the time of need, better addressing customer service, and conducting research on customer needs.
- Don’t spend so much time on yourself. Brogan tries to communicate 12 times more about others than about his own stuff (a remarkable strategy considering some of the authors who pound relentless tweets and Facebook updates all about themselves).
- A brand lives or dies by its database and how the company cultivates it between the times it is marketing to people.
His most important statement? The importance to Brogan of keeping people who matter to you when you don’t need anything at all from them. It’s an important life lesson, irrespective of whether you use social media or not. – Mike Brown