Network of Executive Women-Northern California, what an awesome group! I am so happy to have found a group of women who actively pursue their craft in the CPG and Retail Industries. How exhilarating it is to know so many of us love what we do and are committed to furthering ourselves by participating in NEW events so we can be better employers, employees and people!
I recently attended the Nor Cal NEW Event ‘Building your Individual Social Media Strategy’ on Friday, May 14th. The event was in the very beautiful Bankhead Theatre in downtown Livermore (and boy has Livermore changed, I suggest a visit!). There was plenty of parking and lots of space to roam and mingle.
The NEW Event opened with signing in, getting your name badge and then moving right into the theatre lobby for meet and greet- coffee, mini-quiche, some decadent pastries, (bagels with lox-yum!) and fresh fruit kabobs-thank God! Attendees walked around, attempted to mingle while eating and posed for group shots for the event photographer. On each table, there were some ‘conversation starter’ questions on Social Marketing, which were used to help open up dialogue with other NEW! Members.
Promptly at 9:00am, the group was slowly filtered into the theater for the Opening Remarks and Keynote Speaker, Steve Knox, Chief Executive Officer of Tremor, Procter & Gamble’s word of mouth marketing think-tank. He opened up his presentation by guaranteeing the audience that they would not be bored and would learn something! Could Steve deliver? I’m sure everyone in the room wondered if Steve was going to offer up his promise!
Steve started talking about the ‘Pie Model’. Steve didn’t know where this model came from and encouraged us to find out (we’re working on it- more on this later!!). One thing I learned from Steve for sure… If you want to be noticed, you need PIE!!!
PIE -‘Performance, Image and Exposure’!!
How is PIE measured? The PIE Chart!
10% Performance, 40% Image and 50% EXPOSURE!
If any of the PIE is Zero, you’re Zero!
PERFORMANCE- it’s a given. Performance is what people expect from you but it must grow. Performance that is static amounts to nothing. If you do nothing but perform, your growth will be stalled.
IMAGE- the message you send before you speak. Whether its intentional or not, you send an image to the world through your attire, your confidence and your demeanor. How are you representing yourself to your market? Are you using Social Media? Twitter, Facebook, LinkedIn, blogs?
EXPOSURE- the KING daddy! This is most important in the PIE example, as exposure is the only place you can seek and find rewards. To have exposure, you must get your name in the marketplace and build a large network of contacts. These contacts must speak about your attributes to others-your contacts must advocate you and your services.
How do you do this? “Keep your eye on the PIE!” by 1) Advocating, 2) Disrupting ‘Schema’s and 3) Defining your ‘Foundational Truth’.
1. Advocacy. Who are you? What are you advocating everyday? How are you presenting yourself? If people trust you and trust what you do for them, they will naturally advocate you. Trust is number one but image is important too. If a guy shows up in a running suit for a big meeting, would you take him seriously?
2. Disrupt Schemas. The brain is designed to remain in a static state and operate on hundreds of thousands of preconceived notions, or schemas. We all use schemas everyday to quickly process information so we don’t have to think. If something or someone disrupts our schemas, we see this as an exception to what we know, thereby labeling the schema as unique. An example: If we see a person at the door of our local Starbucks who is sitting on the ground wearing dirty, tattered clothing, our schemas will tell us that this person is homeless. If we see a person dressed in dirty, tattered clothes sitting down in Starbucks with three men in suits, it would disrupt your schema snd force you to change it. People develop schemas everyday but they are hard to disrupt, as they have to have believability.
If your business (or personal) schema fits how people view you, you will not disrupt their schemas. Example: Las Vegas Tourist Bureau. They tried to position Las Vegas as a ‘family friendly’ tourist destination. The general schema for Vegas travelers is that Vegas is an adult playground that is no place for children. The schema of ‘adult playground’ was grounded in past and present experiences. When the Las Vegas Tourist Bureau asked tourists to disrupt their schema- and believe that Vegas is family friendly- the campaign became unbelievable, and ultimately failed. Later, when they launched their ‘What happens in Vegas, stays in Vegas’ campaign, Vegas travelers confirmed their ‘adult playground’ schemas, as they know this information to be true, and not contradictory, thus the campaign was a success.
Performance that just meets expectation (schemas) is not the core of advocacy. You must disrupt schemas to be advocated and you must be advocated to gain exposure!!
3. Define your Foundational Truth-the core of who you are! What do you believe in? What will you never stray from? If you want others to advocate you, they must be clear on your foundational truth. What schemas are at play relative to your foundational truth?
To gain exposure:
Utilize Social Media- Google, Facebook, LinkedIn, Twitter, Blogs. Each of these online tools offer lots of exposure and information. Use Google Alerts, Google Profile, Google Dashboard, and Micro-blogs to keep track of what’s being said about you online. If you have negative comments, try to get them removed or supplement these with positive comments from yourself or others.
Steve got me thinking! Yep, we need to utilize Social Media Marketing more if we want to be exposed (so thanks for reading this article!!) and we need to secure clients to make it happen, but before any of that, we need to define, understand and live our ‘foundational truth’.
Want to know what that is? Come back next week! I’ll post it! But if you have any questions before then, you can always email me (francine@wag.com), Facebook me, join my LinkedIn network, tweet me or comment on this blog! Until then…byenow!
Francine Pinoni
WAG Partner
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