EP4 - Online Presence: Relationships

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EP4 - Online Presence: Relationships

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EP4 - Online Presence: Relationships Welcome back! I'm Drew Nageleisen this is DrewVOX Talks our topic is Your Online Presence: Relationships. Let's talk about creating. The most fundamental attribute of a successful business is relationships. It's that simple. Businesses are creating mutually beneficial relationships between their customers and themselves. What about sales, marketing, and customer service? All a part of creating and supporting these relationships and managing expectations. When I was a kid, there were 2 hardware stores in my hometown – about a block apart on the main street. My dad always went to the store that was a little further away from our house. We would walk in the door, and the older lady Lucy would say hello and give a big smile. Or maybe it was Larry the owner and the fact he always had time to help. It's been too long, and I don't remember the names of other employees, but they all were generally friendly and helpful. When we went into the other hardware store, we were greeted professionally, but it was a different vibe. We generally went to Larry's store. They both sold basically the same items for similar prices. Dad liked how he felt about "his" store and the employees. Lucy, who immigrated from Germany, always gave us a hard time about the anglicized pronunciation of our last name. We think she was kidding, but she also wasn't. She was a proud German. It was a fun little thing all members of our family experienced with Lucy. In fact, I think almost all of us have memories and similar experiences with companies now. We do businesses with people who make us feel good and avoid organizations that don't. Sometimes those interactions are necessary - think government agencies or hospitals. I ran across an interesting statistic from January 2021 from datareportal.com. It said 3.96 billion people are on social media. Yes, billion with a B - were using social media in July 2020. Furthermore, 1 million people join every day. They state that the most popular platforms currently include Facebook, Twitter, Instagram, YouTube, and LinkedIn. There is a pretty significant overlap among these platforms. They go on to say that the aim of Social Media posts is changing from trying to reach a new audience to reach existing audiences in new contexts. As the pandemic evolved, digital adoption accelerated as people continue to spend more time doing things on their connected devices. The explosion of home offices, lock downs and home schooling changed people's search behaviours. The numbers are staggering - 51% on the Earth's population is on social media. Almost 60% of the world's population is connected to the Internet and two thirds of us have a mobile phone. Let that sink in - those are huge numbers. One report broke these numbers down to the time the planet was on the Internet in 2020. The entire human species was on-line for a cumulative 1.25 billion years. To put in into perspective, take the number of hours all of humanity was connected in 2020. Add them up and allocate them to one person. That person would have been online for one and a quarter billion years. After the initial wave of lockdowns, people's reliance and use of personal devices continues to increase. About half of us increased our time watching online streaming services like Netflix and Amazon Prime, and more than 4 out of 10 of us say they are spending more time on social media and messaging platforms. The habit has already formed and continues to expand. Experts are saying that these new behaviours will continue post-pandemic. Are we in the Matrix? I doubt it, I don't have super cool sunglasses and awesome leather trench coat. But - we are more and more connected to the online world. Marketers are putting that context in mind. They see an opportunity to deliver similar benefits, experiences and outcomes through digital marketing activities and content. So, what does this mean to that hardware store, the little independent shoe store, restaurants and other bricks and mortar businesses? Most think on-line ads are a great opportunity to capitalize on this trend. And yes, they are useful. However, they really are just efficient interruptions of your audience's time. Some gains will be made, but there is a much larger opportunity. When we purposefully add value to our audiences' day-to-day lives by helping them enhance their lives and make them easier. We become integrated into their habits. Remember, Social Media accounts for more than 30% of our connected time. When we dig deeper, and look at social media statistics, Facebook is still dominates with 2.5 billion monthly users. There next six largest platforms report 1 billion active monthly users each. The report also shows that the average social media user around the world has accounts on 9 different platforms. There is a LOT of overlap between channels, so it's important to realize that adding a bunch of smaller channels will not substantially improve ...