Category Archives: Social Media

5 take aways from LinkedIn group strategies.

Lately we’ve been doing some experimental work within LinkedIn, without getting very much into detail, 5 things have set clear:

1. Plan and design

It is crucial to set up the group deliberately. With a purpose in mind, and based on this build up the contents, approach and selection of the people in-house  who is going to participate in and how they’re going to do it.

2. Setting up a hook. Engagement.

People involved need  to be compromised, this starts in-house and extends to the audience.

For doing that is important to set up what going to be the wins of people. From our experience one of the things that was clear was  that is when the have something of value up there, that as well, they can not get anywhere else, the response is massive. This may be obvious, but actually nobody thinks about it.

3. Training session.

Out of 20 people had effectively go through a group in our case.  100% of them had LinkedIn accounts, but almost nobody had a clear idea of what to do with it. This means, that people need training. This training session doesn’t need to be hard-to-shallow technical session, who nobody is going to remember, but something more interacting and engaging. Through which you can learn how to use the tool.

It doesn’t need to be presentation neither, but I’d recommend to do it off-line, so people put a face and some emotion on the learning process. As well, ideally they would be able to be with their computers on the session so they could be practising it while learning.

4. Give life to it. Network your network

Members need to participate, contribute actively and consistently. As anything else in the web it take time to build a community, it doesn’t happen from today to tomorrow, and needs the support of the WOM, as well as the off-line efforts, so any opportunity to spread it out will be good, as well as linking it in every communication: blogs, emails, web, etc.

5. Make their live easier. Works better the pulling rather than the pushing.

People likely come in and participate when you offer something that is of their interest than when you make them questions, and basically make them work. If you offer something to them that help them to do a better job, or is time saving…you got them!.  That’s why if your platform is a place were they can agilize complaints, or contact directly with the person of their interest, they will even doing a effort to get there.

Human socialization basics that you can observe in Facebook

How easy Basic human socialization basics that you can observe in Facebook!, just to start with something:
Mimic. Whichever mood you´ve is likely you transmit to others, because we are continuously sending a receiving feed back from others: smiles create more smiles, violence creates more violence and so on.
In the same way we watch a movie and we can cry because we can “feel” what the character is feeling, actually we are mimicking , and in the same way we do it off-line.
For example, those profiles that shows more pictures of people, and people smiling, are more successful doing new friends.
Certainly people that are approached by an unknown person, look at his/her profile before accepting him/her. Here as in any other off-line process of socialization, good looking is important, but also the feeling, the more friends that person seems to have, more probabilities to be accepted.
This happens in off-line life as well, and the fact is that when we know a person has friends looks more attractive, as well as when someone is attractive to other people we see that persona more attractive. This phenomenon happens also with movie-stars, and any other fan-personality.

There is a book (The tipping point) that talks about “connectors”, those people how know a lot of people, and actually the introduce this people among them. They are network builders. In on-line media socialization, we could talk also about connectors, but in the sense of those kind of profiles that are successful spreading ideas.

Lets talk about the “spreaders”. People who easily spread ideas through internet. this profiles have certain characteristics:
They have a lot of friends, and friends that have friends.
They have credit, because they are read and followed
They are magnetic for whatever reason: from the picture, the contents they talk about, their sense of humor.
They are useful!….yes!, in whatever sense, perhaps they write by themselves something useful, or perhaps they twit useful links,….and of course, whatever is fun, is useful!!!.
Likely they awake feelings in the other users.

About feelings and their relationship with spreading ideas efficiently.

Is obvious that whatever provoke feelings in us works. Because we are emotional animals desperate for socialization. Emotions are links in our socialization process, without them socialization just didn´t exist.
Paradoxically we are aiming a world where getting emotional is each time less practical, and self-control is part of a healthy way of life. So my next question shall be: so, it is social media going to help us to develop a real ’emotional intelligence’, which means use emotions, without being driven by them.

Using universal values to develop social media approaches

There  is a formula in Facebook to make friends that simply works:

Hello + [name of the person] + I´ve find you on + [group in common]+ I think you are special because of + [compliments] + I´ve really felt to introduce my self to know you + My name is + [your name].

About 90% of approaches are successful and they accept you as a friend.
Why this formula works?

Hello + [name of the person]
You call the person by her/his name. This is the most beutiful song any human being can listen to .

I´ve find you on + [group in common]
Suddenly you’re familiar!. Since you show you have an interest in common, or better a group in common, magically you are passing from being a potential thread, an stranger (means dangerours), to someone to whom you already have something to talk about, a common subject, that as well, it is something that i enjoy, so double trust-effect.

I think you are special because of + [compliments]
The old trick: giving ‘strokes’ to the other person. Not only it is personalized but also this approach highlight whichever characteristics  of the person. this makes someone feel loved, accepted, recognized and within a group. Also, if you say to someone that he/she is nice, beautiful, creative, or any other compliment, rejecting you would show that they are not so nice, nor beatiful, creative and simply that you were wrong.

I´ve really felt to introduce my self to know you + My name is + [your name].
Politeness it is always welcome, the more the better. I’d say that this works exactly in the same way that in the off-line world.

What this show to us, is whatever the technology, we still behave as social primates, and the very old formulas work exactly the same in the digital world. This formula came from an experiment I carried out some time ago, and basically my conclusion was, well, yes maybe people is more aware about privacy issues, but under the surface of technological details is human nature what is working. So when thinking about how to approach your audience, sometimes it is not a question to think about the platform/campaign/message in particular, but the universal nature of the people you’re talking to.

Adding strangers to your social network

Thinking about how willing we are to meet strangers in the web. Here there is a very short survey.

Why FaceBook is so Sticky

There is a real social life associated to FB. This is what EVERY human been needs. From the moment that we naturally look for recognition and acceptance (what is called love ;-), FaceBook (FB) became the perfect way to obtain it, because it easier to make friends because everybody wants to make friends, because everybody wants to look that has friends, because otherwise… you look like a looser!.

Likely you join FB through a friend. Someone that you already know and you trust. Joining a social network is like joining any other off-line group. We feel good about to be accepted in a group or a community. This community has an advantage that others don´t…you´re already accepted in it before even enter!!

FB make us feel emotionally satisfy. Its interface is plenty of pictures. Pictures of people that you know and also they are mainly smiling, with a open actitude, sexy, artistic, nice backgrounds….

Every time we see a picture of someone we know, or someone smiling the centres of pleasure activates in our brain. In other words, neurotransmitters. Dopamine, adrenaline…. a delicious cocktail is produced, and it gives us a very nice sensantion…. It is pure survival. We are social animals, so Nature make us sensitive to other people signals, and by nature we feel pleasure when others smile to us, and pain when they reject us or worse…ignore us.
Unfortunately you can feel ignored even in FB

For those who are not very social, is an easier and nice way to became more social. Also make them feel “social” and inside the community, in contrast, with the traditional way of feeling like a freak.
For those who are social is a way to socialize even more: on & off-line. Because the truth is that social networks make people meet off-line. Also, allows abroad contacts, which otherwise would be more difficult and less day to day.

Take less time and effort than off-line socialization. Make “social cares” as ask someone what are they doing, or just being concerned about them is faster and easier. Off-line socialization requires time, a good very appreciated nowadays. These cares are more superficial but they work, they make feel good to whoever receives them, because she feels recognized.
But lets be realistic: physical presence is much more efficient.

FB is free!!!!. Yes!!!, you dont need to spend your money in coffes, restaurants, clubs, drinks, flowers, presents, you can be with your friends, or at least feel in touch with them without doing these expenses. For Crisis fans, I think this really can be a good point.

For those who like to being watched, FB is just perfect. Public statments and notes let one express in public, without the pressure of the physical pressence, what makes most of the introverts avoid this kind of situations. You feel watched, observed, recognized!…and forget those annoying faces of rejection, boreness or whatever unexpecting reaction that just can ruin your act of communication!

At the other side, everybody sometime, somehow wants to know about someone. FB allows one to know more about that person that is important for whatever reason. You can know what is her in, with who, and also, people upload pictures, so actually you have a complete repport…even of those in who you are not so interested….

And here is an important note to talk about: actually we fantasize with this, because we dont know accurately who really are listening our messeges, but for sure, we have someone in mind whe we make them.

Another thing about the “picture market” in FB. We not also almost obbligate other people to see our pictures, but also, they upload ours!!!, isn´t it just great!!!. One can be watched/recognized both ways, and this last one also brings an extra feature: another person thought about us and tag us, recongnize us, and collaborate in our proccess of socialization. Fantastic…well, there is gonna be always “that” picture of which apperently you´re the only person in the world that thinks you just look owful.

FB works like a drug for us. We receive pleasure from it. This is emotions, all kind, from excitement, jealousy, saddness, content, they activate our brain emotional machine, and this is very adictive. One can have her little shot of emotion ready 365/24.
Yes… FB is the perfect dealer.

Since an act of communication is sending a message and have a response from the other person. And we really want to communicate succefully, in other words, have feed back, FB allows this operation as easy as we really believe we are communicating with others. First we know they are reading us, second, FB makes other people to answer our threads easier, because these other people want to be listened too, so they response more likely than in other kind of communication act.
Lets face it, FB is the temple of the ego. And what is more sticky for us than our own image?…
…absolutely nothing.

Here is some research, if you´d like to participate ;-)