Saturday, July 23, 2011

Book Review (Part 2): “Crush It!” and “The Thank You Economy” by Gary Vaynerchuk


If you didn’t read Part 1 of this post, you can find it here about my review of Gary Vaynerchuk’s book “Crush It!”

Part 2: The Thank You Economy

This is going to be less of a book review, and more of a “Hallelujah!”  The book is fantastic in relaying it’s overall goal of convincing brands both big and small that change is here and customer service is not just a choice anymore.  With the transparency that Social Media provides consumers, it is crucial to every business to create the meaningful relationships with all potential customers to build brand equity, as this will be the main driver in purchasing decisions from here on out.

Of the many great results of the wide spread adoption of Social media, the key point I grasped on to was the power in engagement.  This concept is still being lost on most brands and is why most of their campaigns that begin so well intentioned, never take advantage of the true value this new media platform can offer.  

A lot of Social Media campaigns aim to grab the most Twitter followers or Facebook Likes as possible.  While this can be a good start to a campaign, it can not be the end goal.  It is not in the quantity of the relationships, but the quality of the engagement that drives the value in Social Media.  We preach this at our company to all clients that ask us how to market the new product or website or widget we just built for them.  We tell them over and over again to focus on engagement of users.  These are the future customers, or even better, friends with many other potential customers.  Push marketing by spamming specials or coupons in exchange for a like or a follow is exactly that – spam.

I’m very proud that at Mindgrub we have always taken this to heart.  People ask me how we have marketed/positioned the company, and how we’ve grown so quickly in the past year.  I’m always proud to say we haven’t spent a dime on any digital marketing.  We engage with our community (and potential client-base) by participating in any networking events we can find, or speak at any event that will let us, or heck, even try to host our own.  We also try to seek out interesting technological debates and engage our community on Twitter and Facebook.  

Starting conversations about technology, provide advice and feedback to those searching for information on mobile technologies and we have valuable insight is all part of the package.  We could definitely be doing better, but without a doubt I can say we’ve grown to this point because of the Social Media efforts we’ve made so far - and will only keep growing at our current pace if we find bigger and better ways to engage with more people and create more of these types of relationships.

I think everyone and anyone needs to read this book (http://thankyoueconomybook.com/) and understand the new age of commerce we are living in.  As Vaynerchuk says, it provides boundless opportunity for those willing to take advantage of the gift Social Media has to offer.  It will also leave behind those unwilling to adapt to the changing mindset of the consumer driven market.  Transparency, honesty, authenticity, and caring will win out every time.  That I do believe and can get behind.

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You can read Part 1 of this post here about my review of Gary Vaynerchuk’s book “Crush It!”

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