I had the privilege of attending the first Hubspot Inbound Marketing Summit in Boston in September 2008. That conference was a true “game changer” for me as I heard both Seth Godin and David Meerman Scott telling those of us interested in social media marketing that we were on the edge of something big. It was a pleasure to return three years later to realize how true their words really were and to see how far we as professional marketing and communications people have come. (You can see my video interview from IMS11 on The Pulse Network here.)
Over the course of the next few weeks I plan to share nuggets of information about the outstanding thought leaders who spoke to us.
I’ll start with my favorite, noted social media marketing guru and author Guy Kawasaki. (Guy truly had “rock star” status at this conference as attendees, myself and friend Cathy Rodgers included, lined up to meet him.)
In preparation to hear Guy I read his book “Enchantment.” Like all authors, they talk about their latest book when onstage. But Guy has a disarmingly charming way about him that keeps you mesmerized by his stories. He is, well, enchanting.
Here are 10 of my takeaways:
1. Likeability: Have a marvelous smile (Mari Smith’s charming smile was his example), dress equal to your peers and pefect your handshake.
2. Achieve Trustworthiness: Become bakers, not eaters. (Great word picture isn’t it?) Trust others. Default to “Yes. How can I help you?”
3. Perfect your product. He used the Ford MyKey program in which parents can pre-set the volume and top speed of a car as an example. Provide value. It is much easier to enchant with really good stuff!
4. Have a mantra. Guy’s is “empower people.” What’s yours?
5. Conduct a pre-mortem. Ask “why will our product fail?” Come up with all of the reasons beforehand to ensure its success!
6. Plant many seeds. I loved this one. Guy talks about how Marketing 1.0 meant “sucking up to a traditional media hierarchy.” Marketing 2.0 with the power of social networking is flat. The people make it successful and “nobodies are the new somebodies.”
7. Enchant all the influencers! He gave us a homework assignment to watch Justin Bieber’s movie “Never say Never.” (I did Guy!) Justin and his team enchanted all of the influencers from viewers of his YouTube videos to moms, to girls in parking lots who wanted tickets.
8. Invoke Reciprocation: When you do something for someone and they say “thank you” say, “I know you would do the same for me.” Think about the power in that line! Then enable people to pay you back.
9. Presentations: Sell your dream! Guy says that Steve Jobs didn’t sell an iPhone he sold something cool and thin and sexy. Customize your introduction every time and keep your presentation to the 10-20-30 rule; 10 slides, 20 minutes, 30 point font.
10. Use technology to enchant. Don’t make it hard for people to engage with you. He talked about removing the speed bumps and obstacles to communicating. What was really humorous was that Guy was given a stick mic for his presentation. He is used to wearing a lapel mic. so his hands can be free. After several comments from Guy, the conference organizers got the hint, removed “the obstacle,” and presented him with a lapel mic. “Social media is core to existence,” he said. (And Facebook has certainly proven that again with its recent change announcements at F8.)
Although Guy said much more these were a few of my key takeaways. Do you plan to move forward on at least one of these in order to become more enchanting to your employees, customers and loved ones? I do!