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Don Schindler

Executive Reputation Coach & Digital Marketer

Tag: Social Community

Finding Consumer Insights in Social Media

So the kids and I went to check out Eagle Creek Reservoir Beach on Sunday afternoon.

I’m very proud of my oldest daughter. She has finally learned to swim (after this summer of swimming lessons). But she’s very particular about her nose. She has to have nose plugs on or she can’t go underwater. So be it. Nose plugs it is. No matter how silly she looks.

After being in the water for an hour or so, I decided to start pitching the kids in the air. They love it and it’s some exercise for me. They swim over, I count 1-2-3 then heave them in the air. There’s a big splash and a lot of laughter.

We did this for fifteen minutes or so and I was about done. So the last one is always a doozie. I threw my daughter up as far as I could and she came down with a huge splash. When she came up, her nose plugs were gone.

Aw, man. Now I’m pretty sure you all know lake water. It’s definitely not swimming pool or Hawaiian Island clear. Visibility is like six inches. And even that is questionable.

She was really upset. Now how was she going to swim?

I started feeling the rocky bottom as best as I could in the 36 inches of water. Nothing just a lot of little rocks.

After ten minutes, my brain was telling me this was a lost cause.

You are not going to find them. Just tell her you’ll buy her some more. What are they? 5 bucks or so. Is it worth it?

Maybe not? But I didn’t stop. I prayed a bit and I kept searching with my hands on the surface of the bottom.

Because of the depth of the water, it was a stretch and I couldn’t really go over a big area of the bottom. I was by inching myself along.

Finally, I thought, just go under and do a quick large scan of the immediate area.

I went under, forced myself to the bottom and reached out.

It only took three tries and I had them. I couldn’t believe how fast I found them. It was same area that I had gone across a couple of times but here they were.

My daughter was smiling and swimming again – funny-looking nose plugs and all.

So what’s the moral of this story – what did I learn?

That once I changed how I was searching, once I dove deep into that dark water – the thing I was looking for came right away.

I believe consumer insights are like those nose plugs.  Often insights are hard to come by but they are extremely important.

There’s a good book by Phil Dunsenberry, “One Great Insight is Worth A Thousand Ideas” in which he goes into why an insight is much more powerful than an idea.

To find an insight in the past, we did surveys, focus groups, product testing, and/or relied on the engineers or service people to come up ways to make things better.  Sometimes this works – sometimes it doesn’t.  And it’s amazing how many companies bet the farm on a good idea but not an insight.

But with Social Media, you can find consumer insights.  They are right there waiting to be picked like ripe fruit

If you are new to Social Media (blogs, forums, community networks), I’ll bet it looks a lot like dark lake water. There’s too much noise. You can’t spreadsheet the answers as easily as you can with organized and self-generated research.

But here’s the deal. If you dive in, dive deep and put your hands out, you going to find the answers you are looking for.

People (and this system is entirely made up of real people) will give you honest feedback if you act like a person and not a marketer.

It takes some time – but all good things do take time.

The good thing is that you can start now and catch up pretty quick.  We are at the foundation level of this digital social media thing. You can cut your social teeth along with everyone else.

For all of you that think social media is Facebook and Facebook is fad, you are sort of right. Facebook is a fad but it is a pretty darn popular fad right now.  Some other network might overtake it but it’s not going to be overnight.  And it’s going to do a lot of the same things that Facebook is going right now.

BTW, Social Media is not Facebook. If you want a list of what Social Media is not, click here.

If you are still timid about social media, stop by MediaSauce or give us a call at 317.218.0500.  We would be happy to help you.  We have presentations and clinics you can attend.  Most are free.

I believe after you’ve been swimming in social media for a while, consumer insights won’t be lost under lake water anymore.  They will be floating in the clear blue.

Inc Mag, Social Community, and Google

Here’s my two cents about Inc. Mag. And don’t get me wrong – I love the mag – but they are always a bit behind the times when it comes to new media and technology. I really miss Business 2.0 – I can’t believe they shut it down and replaced my 2.0 with Fortune – what a waste.

So with the article, “Tapping The Community Pool” in the latest issue, they basically talk about how Social Communities via forums or wikis or blogs are allowing customers to help answer each other questions about products. Wow, that’s so 2003.

The example they give is a pool company (www.poolcenter.com) that has a large forum with 5000 registered users. They have their techs online to answer any questions about their products but a lot of times other customers answer the question before an online tech can get to it.

I don’t know if any of you have a Treo, but Palm’s entire support is based in community forums and a lot of times you can’t even get a tech to answer you. They just redirect you to another customer’s post on how to solve a problem.

I’m a huge fan of Ning and they have two communities for support – both creators and developers. Both of these are filled with workarounds and tips from other customers.

I’ve always pushed for community development around any company’s service or product. Now I almost always get somebody who will tell me they don’t need a full blown social community – that there is too many already. The funny thing is that this is usually from someone that doesn’t use any social communities. There’s a cartoon out there floating around (I should have saved the link) showing a guy signing up for a social community network. Afterwards he says, “That’s it. I officially have more social networks than friends.”

That’s probably the case for me.

I’ve got Facebook, my church, my wellness doctor, my family, my company, my marketing network, linkedin, twitter, and this damn blog.

Maybe you think that is too many…but I don’t think so. I think we go in and out of social communities all day long – the net just made them virtual and gave them names.

A little future gazing here – but I believe that our social identities will become more and more important on the web to the fact that websites will change when we visit them depending on the profile we are using to visit them. I’m also into siteless web presence for companies (you don’t need a website as much as you need a presence on many, many websites) as well but I’ll talk about that in a different blog.

Wow, I’ve really gotten far away from my topic. What I wanted to say about the article is that they don’t mention how much Google loves forums, blogs and wikis. There’s a whole host of reasons that I’ll explain in the future but Google digs the relevant content, the new content, the old content, all the keywords and a whole host of other things associated with these communities and there’s a good chance your community will pop up before your website.

And if Google can see you, then the world can. They don’t even mention that in the article.

To prove my point, search for me on Google. Don Schindler. A while back this guy with my exact same name used to dominate Google because he was a Scientologist and he wrote a few articles. But not anymore.

So this blog is a little longer than I wanted.

Remember this though, maybe you don’t think a community is right for you now. Well, all I have to say is, imagine how hard it will be to start one five years from now. The web is in its infancy and you could build an established base right now.

And if you need help, MediaSauce (who I work for) can help you out. You don’t have to go this alone and you’d be surprised how inexpensive it is to set this stuff up.

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