It’s about People, Not Products

After 40+ years working in high tech industries, I find myself asking why some technologies and new ideas take off, yet many others fail to create any following. I know the answer is far from simple & won’t be answered in one post.

I often find that people are fully committed and ready to share their stories and their knowledge. This source of advocacy is great to see, but I found myself asking why more people outside that immediate community were not more actively engaged with sharing information around some great new concepts.

For me personally, I’m learning more about Hydrogen as an alternative fuel source. I’m far from being knowable, but what I have read so far entices me to want to know more.

We all love stories

No one becomes an expert overnight. When we become aware of new things we do so based on an emotional response. As we become aware of a new subject that is of interest to us we dig deeper, find out more, ask questions, dig deeper, maybe speak with experts. The more we learn about a subject we’re interested in, the more we dig. What we don’t do is deep dive into the subject from day one.

The internet allows us all to become experts in any subject we want. However, we need content that’s relevant to our awareness and knowledge.

More focus on thought leadership and expertise.

Much content from technology companies is bottom of the funnel content. Whitepapers, Application Notes, Datasheets… Techie stuff! Often it’s all about them & how great they and their products are.

We all need more emotional stories?

Your community needs to create pull, otherwise, the established players will continue to block the great things that your widget may enable.

No single startup can be expected to grow the awareness of new or game-changing innovation on its own. The whole relevant community (distributors, practitioners, AND EVEN competitors) needs to be involved to create, share, comment, like and spread the emotional tales.

· Combined employee networks are typically 10x the size of the corporate accounts — Source: LinkedIn.

Who influences you?

Research has shown people trust people more than ads or formal marketing messages from brands. New ideas need to switch the focus from the brand and a content broadcast strategy to instead having the limelight on how people can share your story.

It is about giving people a voice and leveraging the influence that they hold.

1, 9, 90%

Various studies exist in terms of how social is used. It depends on many factors, but a very small number of people/business create original content. A larger group shares and comments on social media and an even bigger group only look & maybe like.

What becomes very difficult to measure is this large group of “lurker’s” who may read your content, but you’ll never know. Yet this group will interact with you when a story resonates with them.

We can argue about the percentages, but you need to attract more “lurker’s” before they become active commenters and sharers.

How we are influenced online

When influencers post content on their personal blogs or social media accounts, their immediate audience and wider community share and spread their content on the same channels. This content in turn influences others, who influence others, who influence others…

Is your CEO, or Head of something technical, providing great human content that’s ready to share by YOU? Perhaps with your thoughts added in the comments?

Where to focus.

It must be H2H social and more importantly how people amplify the story. This story is NOT brands shouting, it’s about adding valuable content that talks about the problems your customers have — not a product pitch.

I’m not suggesting all marketing and sales efforts should be on Social. Trade exhibitions, email, print, advertising etc all have their place. However, if we are aiming to get the ‘best bang for our buck’ it must be social — because that’s where most of our target influencers and decision makers will first look for answers to their problems.

Try to imagine the multiplier effect and potential reach by encouraging all your employees, distributors and others if they began to regularly be involved in sharing, commenting and even creating content.

It’s about people, not products.