I was recently invited by Ambal Balakrishnan to become a regular contributor to a new blog on content, ClickIdeas.
Obviously, I’m very excited about the opportunity. But as I advise my clients, it’s important to step back and reflect: What happened and why?
In this case, landing the gig involved a combination of social media, traditional networking and content development that merits reflection. Here’s what happened:
On May 19, 2009, I gave a presentation at the NE XPO for Business about attracting and keeping customers called, “Lure ‘em, Hook ‘em and Hold ‘em.” One of the attendees, Stephanie Tilton, approached me after the presentation to express her appreciation. A little later, as I was about to buy a sandwich, she invited me to sit with her and her colleagues for lunch; our conversation led to an exchange of information, stories and business cards.
Once in my office, I checked out Stephanie’s Savvy B2B Marketing blog; she and her compatriots (known as the “Savvy Sisters”) maintain a terrific site all about content marketing strategies. Impressed and eager to join the conversation, I started leaving comments on various Savvy B2B posts. These caught the attention of another Savvy Sister, Michele Linn, who downloaded an ebook I had written about case studies.
A couple of weeks ago, Ambal was preparing a blog post about case studies and invited Michele to contribute her thoughts. When asked to share additional resources, Michele mentioned my case study ebook.
Next thing I know, I see a flurry of tweets between Michele and Ambal about the ebook. I follow up with Ambal via email and our conversation extends beyond case studies to content in general. Once Ambal learns about The eBook eBook, she ups the ante: Would I become a regular on ClickIdeas?
As the former governor of Alaska might say, “You betcha’!”
What can we learn from all this?
What I like about this ancedote is that it’s NOT a simple-minded, social media “build it and they will come” success story. In fact, what this case reinforces is the importance of multiple, integrated efforts. Consider the pieces:
1) Public speaking: I made myself visible to a live audience with a well-received presentation on a topic that mattered to them.
2) Personal interaction: Stephanie and I talked, broke bread, shared some thoughts. We got to know something about each other under the most optimal condition: face-to-face.
3) Reciprocity: I didn’t use Stephanie’s (and her Savvy Sister’s) blog to trumpet my services. Instead, I left comments that respected their work and added something meaningful to the conversations they had initiated.
4) Content: Ultimately, the ebooks I had written on case studies and ebooks convinced Michele and Ambal that I had something to say — that I was a worthy collaborator.
5) Social media: A combination of blog post exchanges and Twitter tweets helped us find, connect and work with each other.
The point?
It’s not about being on Twitter or Facebook or LinkedIn or whatever. It’s about HOW you use the social media tools — in combination with other efforts — to build relationships. That’s what matters, that’s what works.
Jonathan,
I love the fact that you’ve become a regular follower of our Savvy B2B Marketing blog — and that it can all be traced back to our lunch at the NE XPO for Business conference.
Like you, I’m continually amazed and pleasantly surprised by the connections I’ve made via social media/networking. I only started giving serious attention to Twitter, LinkedIn, and blogging earlier this year, yet have already made great new connections (you and my savvy “sisters”, to name a few). I’ve even landed new business by interacting, striking up conversations, and sharing useful information. The experience has transformed my outlook and has me curious to find out what new relationships lie in wait around the corner.
Looking forward to more insightful comments from you on our blog. You add tremendous value to the conversation!
Best,
Stephanie
Jonathan – Savvy Sistah Jamie Lee weighing in with a hearty “here-here!”
As part of the Savvy team, I can attest to the power of using social tools to build “real” relationships that extend beyond the environments of twitter, LinkedIn, or any other platform. I think that the “beyond” part is critical. Too often, people and companies look at social media as an end in itself, but I think it’s more accurate to look at it as an end to a means.
Social tools are powerful for sharing knowledge and making connections, but – you’re dead on – you need to know what to do with those connections. One of the most important things you can do is figure out how to build upon them outside of tweets and status updates. Making the transition from “acquaintance” to “customer,” or “collaborator” requires a deeper engagement.
Building a solid network is critical, but knowing how to leverage that network is even more important. Connecting the dots and pushing the conversation to the next level is both an art and a science.
So glad we’ve had the opportunity to make your acquaintance through social media. Looking forward to the opportunities that await around the next corner.
Best,
Jamie
Hey Sisters!
Sorry I took so long to respond: I forgot that I had to log in and “approve” the comments. (Good thing — I intercepted some spam.)
Both of you are right — it’s not the tools per se, that matter, but how you work your network, make connections and collaborate.
And I look forward to continuing to be active with your blog!
Jonathan,
Thanks for the shout out. I can’t tell you how thrilled to have met you–and my other “Savvy Sisters” through social media. Like Jamie says, connecting with people through social media is an art and a science, but it really can lead to amazing results.
Here’s another success story: Earlier this year, I connected with a woman at an online event, and through LinkedIn, and we both realized that we used to work for the same company. Coincidentally, this woman lives in Australia, and I’m in Michigan, but we saw that we knew many of the same people. Long story short, we started trading emails and learned that we have many similarities, including where we are with our respective freelance business. We became fast friends, and I even met her for dinner a couple of weeks when she was in town. She’s one of those people who is a sounding board to me, and I am so grateful for her friendship.
Your new website and blog are fantatsic. I look forward to reading more!
Michele
Thank you, Michele! That’s a great story; I love how something liked LInkedIn, when used effectively, can bridge continents thousands of miles apart.