It's Probably Your Fault - Simon Scholes on Social Media 2020

Simon Scholes presented as one of the Keynote Speakers for The Boardroom Network, Wiltshire's special January Luncheon.

In a rapid process of elimination, Simon opened with these three questions:

• Q. How many of you have set Business Goals for your 2020 Vision? (A few of us)
• Q. How many of you have created a Marketing Plan? (A few less! What the feck is a Marketing Plan anyway?)
• Q. How many of you have aligned your Goals with your Marketing Plan? (OK, that would be NONE of us!)

The title of Simon's speech was, “If It’s Not Working, It’s Probably Your Fault!” meaning that if you’ve not aligned your Business Goals with your Marketing Plan… especially when it comes to video… and nothing seems to be working, well, it’s probably (i.e. 'definitely') your fault!  Nice!

From Sportsman to Radio Star... soon to be killed by Video

Simon took us through how his personal history ran from being a Decathlete through serious injury into a career in Independent Radio.  The description of the injury was gruesome! I'll spare you that in case you're reading this while eating!

Simon has worked with Burberry and Ikea and other famous brands on marketing, an amazing track record. He got our attention!

His current Digital Agency has worked with brand names like Pepsi but that's just lip-smackin, thirst-quenching, video-marketing, all-tastin', customer-delighting, profit-making, health-boosting nonsense, right?

All was amazing until his Dad died - leading to a life re-evaluation (and the onset of Tourette’s Syndrome apparently!)  Simon gave us tips on multi-purposing video and other content so that you cut-it-once, use-it-thrice-or-more – dovetailing it into your aforementioned Marketing Plan and Business Goals.

Tip 1 Consistency - be regular

Think about what you’re going to be blogging about.  Can you tie it into Calendar events?  For example, I know most of my listeners on SoundCloud are in the USA.  There’s a wonderful site called https://nationaldaycalendar.com – which will give you daily inspiration for a radio-style Facebook or LinkedIn Live.  (The latter, btw, is way more technical!)

Blogging is the first step.  For instance, if it’s National Hugging Day, a recent National Day (in America), you can blog on, “When was the last time you (metaphorically) hugged your clients?”  [Actually, I just mistyped ‘Hygged’ instead of ‘Hugged’ which is the kind of fortuitous typo that led Neil Gaiman to write ‘Coraline’ when he mistyped ‘Caroline’.  This mistake led to a book, then a movie.  Jacqui Frampton - owner of The Booardroom Network - is not BIG on hugging (hey, who is and yet remains authentically British?  Thank Feck, I’m Irish!)  But Hygge is a great concept – the Danish concept of a Snug.  Ergo, when was the last time you were ‘comfortable’ for your clients to do business with?  Does ANYONE remember Currie Motors?  Fill in the gap in the comments…] end of hiatus without hernia

The National Days are just one example of how you can tie your blog into world events or into what may be trending on Twitter.

Tip 2 ‘Social’ Media should emphasise the ‘Social’ aspect

Be Social… OK? No brainer.

That means that if someone goes through the pilgrimage to: 1) find you, and 2) actually READ your post, and then 3) unbelievably, take the time to respond… PLEASE show the good business manners to thank them and return the compliment.  It’s called 'Being Social'.  

Tip 3 Ascend from Blogging to Video

Facebook Live… yeah, I know, terrifying…. No editing… raw YOU!  Yes, like that’s gonna happen! (And if you're NOT ready, come and spend some time with me. I'll 'Talent Develop' you! We'll even work out your Rider! Spring-water at 28 degrees; M&Ms with all the brown ones put in a special bowl for treats?]

In Professional Radio, you have a Snoop.  This is someone who gives you blunt feedback.  One of Simon’s first breakthrough pieces of feedback from his own Radio Snoop was, “Simon, you’re talking AT your audience instead of TO your audience.”

In response, Simon, brought a… …Teddy Bear into the Radio Studio, and addressed his comments to the Teddy Bear as if it was a real person.  I know, what a weirdo.  Who, in their right mind, has a Teddy Bear at his age?  (OK, I have a MASSIVE collection… there’s a technical term for it: Arctophile.  And guess who’s about to start doing Real Ted Talks?)

That's Mr Trumble...

Thought. Q. How many Spitfire pilots took images of their loved ones into the Cockpit Theatre – helping them focus on the WHY they were risking their lives? Put an image of your loved-ones behind the camera and talk to them. It'll make it real - it'll plug you into your own 'Why'.

Talk to the lens - or your chosen image or Teddy Bear behind the camera in the right place for you to look down the barrel of the lens - this makes it personal.  Then you can download the content and repurpose it for multiple channels... including the BIGGEST surprise win!

Tip 4 Podcasts are the Thang!

Video may have killed the Radio Star, but Vox-power is back, baby! Radio has gone Ga Ga in favour of the convenience of the Podcast.

Strip out the audio from your Facebook Live and realise the Power of Convenience.  Turn the audio stream into a Podcast (trust me, you’re NOT THAT good looking anyway) and make it available as downloadable content.  

What will happen next?

Shock-horror… the very people who resisted sitting still for five minutes to watch your Facebook Live will download you and take you into their most intimate personal spaces – rich with the associations of trust.  Yes, they’ll download you and listen to you

• in the gym,
• on the way to work in their most intimate space - their car,
• in the bath, and even…. Sometimes…
• in bed!

You will become an Earworm!  (This is Lex talking, Simon was more reserved!!!)

Then he said, "Uber for Nappies" and lost me!  Still not sure what that was about… some weird shit...

It's all about convenience...

Visual Social Media channels take time to watch.  ‘Podcast’ is an anagram of ‘freedom’ – you give choice back to your listeners, and that, friends, is the foundation of ‘Customer Obsession’.

Action Man... and Woman

Will you take action and have a bash at Facebook Live?

Let me know in the comments and we'll help you if you so desire...

Where we go is up to you...