This is a story about building relationships online through blogging and how connecting and sharing is about the art of marketing. For this post, we will leave science aside, except for the technology required to blog.
Over Memorial Day weekend, a group of us met in NYC to honor CK and her recently passed momma, Sandra J. Kerley, with a tree planted in a corner of a Spanish Harlem family garden. The spot is a haven of green among the concrete, brick, glass and steel setting. Five of us gathered with CK, but many participated in the celebration through their generous donations. Some who could not join us called to speak with CK.
In the group were Drew McLellan,
David Reich,
Luc Debaisieux,
Valeria Maltoni, and me. Drew and his family flew in from Des Moines, David drove from the ‘burbs, Luc came all the way from Belgium, Valeria trained from Philadelphia and I took the commuter line from New Haven. If you want to read more about the event, each of us posted or you can click here to read my post and see the photos.
The gathering made me think about what brought us and so many of you together. The tool was blogging but the strategy that connects us is that of relationship building. Each of us believes that life and the part of it we call business require the art of connection to grow. Anyone can blog. It doesn’t require either great technical or writing skill to do so. But among the bloggers who I have met in-person and online, a sense of sharing, connecting and getting to know others is inherent within us. And that is a basic principle in marketing.
At the end of the day, marketing is not about products, services, technology, advertising, public relations, or traditional tools. It is about creating connections, what some of us may call experiences. Successful marketing gives people a reason to care about us. In business we may call the “us” our brand. That is also true in life.
Why did we gather in New York City, a group of strangers, some of whom had previously met, others who had never met face-to-face? We cared about each other. We had connected. We wanted to be part of the brand experience (honoring CK and becoming friends). This may seem a strange analogy. To some it may seem a bad and heartless analogy, as we are talking about a friend’s loss. But to clarify, I am talking about love for a friend and caring for her. I am talking about what we gained through CK’s loss.
And that’s what customers feel about brands that they are loyal to: Harley-Davidson, Starbucks, Apple, VW, Coke or Pepsi. Those companies have connected with their customers. They share their human sides, build relationships, and become friends to and with their customers.
They do so by telling stories and touching our emotional sides with those stories. The 40-something accountant who loves the rumble of a Harley. The 30-something mom who cherishes her escape to Starbucks Third Place Experience. The Mac lovers who hold onto their minority but special status.
These things don’t just happen. They happen because of the art of marketing. That same art applied to our personal lives and our businesses is producing enduring relationships, more sharing opportunities by writing for other blogs such as the Daily Fix, and work opportunities. All because of relationship building. Like me, I suspect most of you have a similar story.
Tags: art_of_marketing, Blogging, blogs, CK, Lewis_Green, Marketing
Lewis – Wonderful post. My favorite line – “The tool was blogging but the strategy that connects us is that of relationship building.” – reinforces that social media can play a role in the marketing arena where strategies are held accountable and still maintain the authenticity of the conversation.
Lewis,
As usual, you nailed it. Marketing IS relationships.
What makes me choose one brand of soup over another? Well, I can tell you it has more to do with the warm memories I have that are connected to that soup than the actual taste.
I’m a writer at Deliver magazine and we recently ran a column about developing those relationships. http://delivermagazine.com/columns/2007/04/13/get-a-clue/
It gives credit to the “Cluetrain Manifesto” for getting marketers to look at their ‘mission’ differently. In part it states, “Today’s goal isn’t moving product, it’s having “conversations” with consumers, seeding your influence with the communities that count, adding value and honestly having something worth discussing.”
GOOD marketing makes us feel that we are part of the product — that we have a real connection to it — and if that’s not building relationships, I don’t know what is!
Lewis, the experience you’ve had connecting with others through blogging is truly amazing. I agree with you that sharing stories and building relationships are the keys to success in both our personal and business lives.
Toby, Nancy and Elaine,
Thank you for participating and sharing your thoughts in this conversation. Great stuff!
Nancy, I relate when you talk about soup. I don’t know if Campbell’s is better and I don’t care. It’s what my mom fed me, and it brings back memories.
Elaine, I am truly blessed to know so many wonderfully kind bloggers.
Toby, and you are one of them (so is Elaine). Social media does have a role to play in marketing, and I think that if businesses do it right, they can achieve measurable marketing goals. Doing so remains a viable, honest and important business goal. Businesses can build relationships (loyalty programs and grow new customers), create better products and services (listening and learning process0, give customers a voice (VIP treatment) and serve their revenue goals with social media. I have personal experience in my own business doing so, and I suspect you do, too.
Toby, Nancy and Elaine,
Thank you for participating and sharing your thoughts in this conversation. Great stuff!
Nancy, I relate when you talk about soup. I don’t know if Campbell’s is better and I don’t care. It’s what my mom fed me, and it brings back memories.
Elaine, I am truly blessed to know so many wonderfully kind bloggers.
Toby, and you are one of them (so is Elaine). Social media does have a role to play in marketing, and I think that if businesses do it right, they can achieve measurable marketing goals. Doing so remains a viable, honest and important business goal. Businesses can build relationships (loyalty programs and grow new customers), create better products and services (listening and learning process), give customers a voice (VIP treatment) and serve their revenue goals with social media. I have personal experience in my own business doing so, and I suspect you do, too.
Lewis, how absolutely beautiful and wonderful, and yet also so basic to society is about: connecting, sharing and relating. Thanks.
Lew: First off, thank you and the community for the amazing act of kindness. I really am just astonished and so grateful (readers: the story is here: http://www.ck-blog.com/cks_blog/2007/05/speechless_and_.html )
A lot of clients are asking me these days how best to ‘connect’ with their customers. Let’s remember, I run a blog that not only talks best practices, but I’m free to express my personal views, and personality. Most brands and companies cannot do this…but they can connect as you’ve hit on here: “They share their human sides, build relationships, and become friends to and with their customers.”
See, brands — even B2B where it’s more of a “rational vs. emotional play” can be more ‘human’ in their communications (messaging, outreach, feedback loops, customer advisory boards, etc.). There is a better ‘balance’ we can strike and it’s focusing on building relationships from the get-go and it nets into spending less budget dollars and building more trust/credibility (so, increasing brand equity). Again, it’s different with each company, but the rule of relationships applies to all. It’s somewhat of a new way of thinking and yet, it’s the most natural mindset of all.
It is an art of establishing communication with your readers.
CB, CK, and Abraham:
Great comments and thank you for helping us better understand the significance of blogging specifically and social media more generally.
There is a better ‘balance’ we can strike and it’s focusing on building relationships from the get-go and it nets into spending less budget dollars and building more trust/credibility. Yes, CK, I completely agree. But I think that in addition to cutting costs, when done correctly building relationships increases revenues, and it is measurable. When we begin sharing the “how” with our clients and the word begins to spread, more and more businesses will “get it” and will get on board.
Lewis: What an excellent post, and lovely story. I’d have loved to be there.
I agree, blogging has created a remarkable community of support, kindness, humor, friendship and fun.
And I agree with you CK, it’s because we can express our personalities and our views, and even our feelings on our blogs that we can connect.
B.L.,
This is an amazing community. For those who may chastise us for “falling all over” each other, that isn’t what is happening. In fact, we often disagree and sometimes even criticize ideas, thoughts and statements made on our community’s blogs.
Over a period of time, for me it will be one year next month, I have found a community that is smart, supportive and professional. Relationships between us have grown, and professional connections are turning into friendships. It started with a blog, a few posts, some comments here and there, and has grown into this. There is a lesson here for all who do not understand or accept the strength of relationship building in our personal and our business lives. There is profit to be made, both emotionally and monetarily for businesses that are smart.
B.L.: I’ll be happy to bring you to “momma tree” anytime that works for us…you live here in NYC and it’s really something to see (and share).
Really enjoyed your post Lewis, makes me double check my blogging attitude, tone and etiquette.
Thank you,
Daniel
That’s a powerful story.
A marketer came into my office and said that selling isn’t about relationships anymore
… haven’t seen him since
Shane, that is really funny!
Daniel, we all need to check our attitudes regularly. Life is hard and full of challenges but oh so much fun.
Lewis,
I’m impressed… what a great insight. Yes I believe that adding a “human” value to brands is a natural (good) process as long as it is a 2 way conversation vs. good ol’ push communication/marketing.
I think you point an interesting process out in your post : empathy for a brand. In a way, “being your own brand” is a learning process that obviously leads to building relationships.
Listening is a huge key.
Learning on the “human side” essential.
Whoever blogs knows that in a way “you get what you give”… and hopefully sometimes even a lot more.
Lewis, beautifully put. Although blogging is what made the initial connection for us all, it wasn’t what really brought us together. And it’s interesting that during the 5+ hours we were together, blogging only occasionally came up.
Luc and David,
I am a better person for knowing you both.
P.S. Luc, you are right–conversation, listening and learning, not push.
PPSS David, We are people who blog, not bloggers who are people. Great insight on your part.
Greetings from Brazil. Great Post. I’m often asked what contributes to my online success and I can honestly say that business is very personal. Don’t buy into the, “don’t take it personal, it’s just business attitude.” Business is about creating authentic connections, at least that has been my experience.
best of luck,
Thales
Thales,
Welcome from me to you and your beautiful country, Brazil. Right on! Business is personal.
Hi Lewis.
Great post. I can’t believe the people I have met through blogging. It’s been one of the most enriching experiences of my life. Working full-time and having a child doesn’t leave much time for socializing. I have learned great things, met great people and been turned on to great products.
Building a community is a wonderful thing and being able to share with others your likes and dislikes about products and services builds WOM and stronger loyalty.
Viva La Blog!
BTW – Happy Birthday!
Business is certainly personal as Thales said. I have more business since joining my networking group b/c I am out and about often and talking to new people all the time.