How Are You Doing In RLRT?

“If a brand is to really make a connection and to spark word of mouth, they must speak to the customer like a friend.” – John Moore

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You know, Facebook, Twitter, Instagram, Pinterest and the others can be quite seductive. You post something, get some responses, a few forwards and it feels like you’ve really accomplished something. And you probably do accomplish…something. But we don’t yet understand what a “like” means or if “thumbs up” means more listening.  At a recent radio conference Mark Ramsey reviewed a study that showed no correlation between Facebook likes and success.

In books like The Passion Conversation” and “Face To Face,” and several independent research studies, it becomes clear that over 80% of word of mouth conversations happen in RLRT, or “Real Life, Real Time.”  That should get your attention.

So instead of social media it’s digital interaction, and the smart people will be planning for the bigger picture rather than just the smaller picture one.  Effective must overcome easy.

I know online interaction is easier to do, and I know it reaches a lot of users, but it overlooks the human or people part of the equation. The more effective interactions come from people to people efforts.

When Brant Hanson of Air1 decided to have the staff and band greet the listeners as they arrived for a concert, walking down a red carpet to their seats, that was human social interaction. Those people didn’t just attend, they bonded. When country stations do backyard barbecues with artists, they’re not just getting together for food, they’re bonding in a human way.

If you haven’t read “The Passion Conversation” you need to. It’s written by an acquaintance of mine, and someone I’ve talked about in the past, John Moore, along with some really smart people from a group called Brains On Fire.  It really is about building passion, and that happens most often in RLRT.

The Faithful Tribe

What tribes are, is a very simple concept that goes back 50 million years. It’s about leading and connecting people and ideas. And it’s something that people have wanted forever. –  Seth Godin

 

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And it turns out that tribes, not money, not factories, that can change our world, that can change politics, that can align large numbers of people. Not because you force them to do something against their will. But because they wanted to connect. – Seth Godin

Someone told me a joke recently, that God is a Chicago Cubs fan, but said to them, “Don’t do anything until I get back.” Well, I was at a Cubs game a few months ago, and at Wrigley I saw a good game, and supportive, screaming fans – the Cubs tribe.

No doubt the Cubs fans in Chicago, and elsewhere, support their team win or lose. They’re almost proud of their record of never giving up. When your fans are organized into a tribe, there’s no stopping you.

The same is true of your fans. They’ll be the first to be critical when you lose, and the first to defend you from others not in the tribe. Unfortunately most of us have forgotten the second part of the Seth Godin book – We need you to lead us. Without leadership the tribe wanders and becomes disjointed. Leadership means uniting them online and offline, giving them a story, and NOT trying to use them to buy something unrelated to the tribe or try.

It’s called community…and it’s in your future.