Danny Brown

podcaster - author - creator

Archives for 2012

You Are Not the Story

You are not the story. You never have been. Not even in the ?bad old days? before social media were you ever the story.

You may have thought so. You may have fooled your clients into thinking they were lucky to have you because everyone listens to you.

You may have blinded them with newspaper clippings and media endorsements.

But that could just mean you know one good contact at a publication or TV and radio station.

Your name very rarely belongs in a news release. Sometimes, but rarely. You do not belong in front of the camera. Hogging the microphone does not help your client. You may think so, but all that does is make people ask, ?Who?s this story about??

If you want to show off so much, make your client show off for you. Make their results your vindication. Put it up on your achievement page on your website, or in your company portfolio. Scream it from the rafters all you want from there.

But the story? That belongs to the client. Every time.

You do understand why, don?t you?

Why Excellence Starts From the CEO Down – Or Should

Excellence starts from the top

When something isn’t right at a business, usually you tend to find that the person viewed as responsible takes the fall.

So, for example, a marketing campaign that fails could be tied back to the agency, or Marketing Director, or team lead. Similarly, a new employee appointment that turns sour can be traced back to HR, or the manager that interviewed the candidate for the position.

Yet, while there’s definitely accountability to be taken by those directly in the front line, there’s (increasingly) also the option of some accountability and involvement going back to the top, at CEO level.

Pipe dream? Maybe. Unrealistic? Maybe. But it can be (and is) done on a growing basis. And when the CEO takes an active role, everyone benefits.

The Ford Example

My friend Marc Girolimetti will always be happy to tell his Ford experience if you ask him and, given the story, rightly so.

Marc was in the market for a new car, and as a staunch Audi supporter until then, was looking to release from the German manufacturer again. Unfortunately, the local dealer wasn’t great, to say the least. So Marc looked around.

He noticed Scott Monty talking about “the new Ford” a lot on Twitter, and decided to check out their cars for himself. Again, though, he had a less than stellar experience at two local Ford dealers.

So, for fun, he tweeted Scott and advised he was in the market for a new Ford and asked him to get Alan Mulally (the Ford CEO) to call him to discuss. And guess what? Call him he did. That’s led to a great relationship and loyalty between Marc and Ford, and probably over $250k in sales from Marc’s referrals.

It’s Not Easy, But It Can Be Done

Now, I’m a realist. I know CEO’s are busy people, and they hire smart folks like Scott to do the work that they can’t do themselves, due to time constraints and other business needs.

But knowing exactly what your customers are thinking, and acting on it, doesn’t (shouldn’t) need to be left to the front line folks all the time.

Sure, they’re the guys that can often dictate a business’s success from their reactions and actions. But they can only do so much.

Often, the real change comes from the very top, or at least the power to make the change real. And, as Ford’s experience shows, having an active CEO immediately adds another bow to your business arrow – especially in the social media-led world we live in, and the public image that can be both created and destroyed in a heartbeat.

Something to keep in mind the next time your customer reaches out to you.

The Commoditization of Expertise and Why You Should Never Trust a Guru

Trust and gurus

This is a guest post by Ryan Hanley.

The Internet is a canvas for Creativity…

Using the Online tools of today’s age, thought-leaders the World may never have otherwise known are given the opportunity to?paint their picture of success.

It’s amazing really…

But for as much as I love the Internet and the possibility for greatness it presents, there is a dark pattern forming that troubles me deeply. ?This may not be news for those of you that’ve been in the blogging game longer than myself… But its systemic and horrifying none the less… A true Internet nightmare.

The black plague of idea…

The rape of creativity…

The death of original thought…

The Commoditization of Expertise!

Everyone’s an Expert

So what’s this scourge of the Internet?

What could be so horrible that I would give it such a dramatic intro? Here it is…

Online… Everyone’s an expert. All you need is the most basic computer skills and an Internet connection and anyone can become an instant expert in the Online world.

How??

Easy… You call yourself a Guru.

That’s it.

Read a couple A-List bloggers like?Danny Brown?or?Marcus Sheridan,?regurgitate a few of their concepts, throw the word Guru on your About Page and BOOM… You’re an expert.

It’s that easy.

Now the truth is your blog will suck. ?But some people will find you and read your writing and consider you a thought-creator… then a dog will be kicked, a baby’s candy will be stolen and?an Angel will lose its wings.

Well maybe that last bit is an?exaggeration?but certainly all the rest.

The result is the Commoditization of the Expertise. ?A few great minds creating ideas and concepts that get chopped up and spit out over and over and over again… ?Their ideas, thoughts and creativity exploited by a thousand hacks trying to capitalize on a knowledge thirty public.

For a visual, picture the Pits of Hell scene from the movie Constantine?(yes… I’m an unashamed Keanu Reeves fan), now hold that image except replace the demons with bloggers and the lost souls with content.

Gruesome…

Why is the Commodization of Expertise a problem?

Over time it’s hard to discern the Expert from the Hack…? Marinate on that thought for a couple minutes.

Never Trust a Guru

In my very humble opinion… Guru is a terrible term.

I put Guru in the same bucket as Rockstar and Ninja. ?The first person to call themselves a social media Ninja was wickedly awesome and creative… everyone else since then is simply lame.

So my advice…?Don’t trust the Guru, trust the person.

“Ryan… A Guru is a Person?!”

Technically… Yes. ?But really they’re not. ?People who pump themselves as a Guru or Rockstar or Ninja are trying to play a roll. ?Guru is a costume… Guru is a character…

Guru is a front that attempts to tap into your inner desire for inspiration and success…

…and that makes a Guru dangerous.

The Guru calls themselves a Guru because they?re own content isn’t interesting enough or original enough or inspiring enough for people to see them as a Guru.

So they brand themselves Guru and instantly become an expert Online

Why Expertise Commoditizing Gurus are Bad for us All

(If this were my blog and not a Guest Post I’d call this section “The Rub”, but it’s not, so I won’t, but I guess I kinda did anyways)

Right now you’re probably thinking to yourself:

“Ryan… Don’t hate the player, hate the game.”

or

“Ryan… You’re drinking some Hater-Aid”

But the truth is I have no intention of playing the Guru game and I have no idea what Hater-Aid is.

What I do know is?Expertise should be Celebrated.

We all know about Malcom Gladwell and the 10,000 hours thing, right? ?Basically, in his book Outliers, Malcom Gladwell?(Google him if you?re not familiar)?theorizes that it takes a person 10,000 hours of practice to master a task.

10,000 hours is a lot…

What I want… What purpose of writing this post was when I first started is to provide a simple and sincere warning to those of you that thirst for knowledge Online.

Beware the Guru.

Don’t let the commoditization of expertise cloud your judgment when putting faith in a resource.

There are dedicated, inspiring individuals who’ve put in the time, who’ve done the work and deserve the title Guru.

Celebrate their Expertise.? Learn from them.? Allow their thoughts to help you shape your thoughts so you too can Succeed Online!

Thank you and Good luck,

Ryan H.

Ryan HanleyAbout the author: If you found value in this article, I encourage you to connect with Ryan on Twitter at @RyanHanley_Com or visit his website to read more about Content Warfare – Win the Battle for Attention Online. You can also subscribe to Ryan?s free newsletter, How to Blog Your Business.

The TRUE Power of Influence and Emotional Impact

People talk about influence ? what it is, how to get it, how influence is guided by numbers and how to attract the attention of influencers for promotional needs.

There?s no doubt that influence is a constant hot potato.

But sometimes, influence comes from the strangest of places. Sometimes influence comes from folks we might never look twice at. Sometimes influence comes from nothing but emotion.

Look at this video from Australian Juan Mann. One guy, who started a campaign offering free hugs to try and bring a touch of humanity back to the city of Sydney in his native Australia.

He wasn?t an A-list blogger commanding an audience of thousands. He wasn?t a celebrity with a million-plus Twitter followers. Instead, he was just a guy with an idea built on emotion.

Yet as you can see, not only did he influence folks in his city (as seen by the fast collection of petition signatures), he also influenced millions of people worldwide (almost 73 million and counting on YouTube).

There are also a ton of Free Hugs movements worldwide, both online and offline. All from a single guy?s belief in humanity and emotion.

Funny how influence works, huh?

[youtube]http://www.youtube.com/watch?v=vr3x_RRJdd4[/youtube]

Be Where YOU Need to Be, Not Where “They” Say You Should

Social media needs

A friend of mine went to a Social Media for Small Business conference recently. He?s a small business owner, and has been thinking about using social media for a while.

He enjoyed the conference and made some great connections while there.?Yet something he said worries me, and that?s the need to be everywhere.

According to the social media expert that was speaking at the conference, businesses need to be on as many social media channels as they can. Facebook, Twitter, Google+, YouTube, LinkedIn, Foursquare, Ning, blogging, Facebook Places, Tumblr, etc ? the list goes on.

The reasoning? You never know where your customer is going to be, so you need to be in all the places they could be.

Bullcrap.

You can (and do) know where your customer is going to be by doing the research – a social media audit, for example.

Because of this map, you can tell?demographics, spend decisions, social network use, optimum time of day for social network use and promotions,?and much, much more.

You can then use this information to understand where you need to be, when you need to be there, and what you need to be saying/doing while there. This targeted approach makes sure no-one?s wasting their time, and goals can be set and results measured.

It?s not rocket science ??it?s a marketing strategy.

Saying you need to be on every site because your customers might be is like saying you need to advertise in every single newspaper because some of your customers might read it.

Sure, they might. But if your customers are vegetarians, would you advertise in Slaughterhouse Weekly?

No ? so why take that approach with your social media strategy? Instead, be where you need to be.

Make sense?