Why Go On This Road Trip?
Hi, everybody. I’m Kevin McIntosh. Your official instructor and pit crew for the Social Media Road Trip Workshop.
I think a good starting point for the roadtrip we’re about to take is to ask, Why do this? Why learn social media marketing?
Well, first if your career goal is to be a doctor or a fireman or a truck driver, eh, this isn’t the trip you need to take. Go to med school, firefighter school or truck driving school.
However, if you know or at least believe that your career/life calling, is to have anything to do with marketing communications, then learning social media can have tremendous value.
The people who stand to gain the most from the Social Media Road Trip Workshop are those who either desire to or currently are in the field of marketing, whether it be actually in a marketing department or within the context of a public relations professional, an advertising marketing creative professional such as a copywriter or art director or designer, or someone who is thinking of launching a start-up – you know, an entrepreneur. And in any of these capacities, you may not actually be doing the actual work of running a social media program, but you will have some involvement, even if it is simply creating content for the social media program.
Do You Want To Be An Amateur Or A Pro?
Every career path has a common point of entry. That point of entry is an interest. In fact, the same can be said of a hobby, whether your hobby is shooting hoops at your local gym or writing songs.
You probably became inspired when you saw someone else do this. Especially if they were really good at it. You don’t get inspired by people who are lousy at something.
You can begin a career or a hobby without without any formal training or instruction. But as you know, you’ll quickly run up across people who are better than you. Or even if they aren’t better, they are “expert spectators” if you will. They know the difference between the hacks and the pros and they will let you know with their lack of applause or even their boo’s and hisses, that you aren’t all that.
But then there are those who separate themselves from the pack. They separate themselves as the professionals from the amateurs. The moneymakers from the wannabes. They are the Michael Jordans and Taylor Swifts of the world.
The people who learn their interest and they learn it inside out. And they inspire others and as a result come to receive rewards, generally in the form of big ol’ dollar signs.
The Mile Markers You Can Experience Along This Road
Is completing the Social Media Road Trip going to make you a gazillionaire? Not likely. I do believe, however, completing this workshop can substantially increase your value if you are in the marketing and communications fields I mentioned at the beginning of this presentation.
Why? Ah, great question.
It’s not a single answer. It’s a chain of answers, all linked.
So let’s take a look.
When you finish the Social Media Road Trip, if you have stayed focused and truly learned, even if it’s just viewing one lecture every other day, here’s what’s going to happen.
The first thing you’re going to get is CLARITY.
Social media is very complex. When I first really dug into Social Media Marketing I had been a marketing pro for over 15 years. But nothing I had done felt as complex as social media – when we get into the 6 Disciplines of Social Media you’ll get some clarity as to why it can feel so complex – and that’s because it involves several different areas of knowledge – and once we get to that lecture, you’ll see you don’t need to be an expert in all six of those areas and in fact, no one person can possibly be an expert in all of those areas because there’s not enough time in the day to reach that level of knowledge in multiple discipline areas.
So what happens when you get clarity?
You get a VISION for where you are and where you need to go – within the context of a social media program. You see the roadblocks. And you see opportunities to zoom through a green light.
And once you have that vision, you can COMMUNICATE the vision to others. You have to be able to communicate vision if you are going to grow into a leadership position. And even if you are the “worker bee” on a social media program, as someone is communicating downstream to you, the more you have a vision for where that person is going, the more effective you will be and the less frustrated you will be.
Also, the more you learn about social media marketing, the more you will get much more CREATIVE. Creativity happens best when there’s clarity. The brain needs clarity to solve problems and creativity is largely a problem solving process, in the sense it’s solving how to get what’s in your brain out onto some form of expression. The professionals who can get creative with social media are the ones who truly inspire others and as a result they gain INFLUENCE.
So influence is the next thing we want to talk about. Why is influence important? Because social media is largely about gaining influence and using that to open doors with other influencers. Also, whenever you begin talking about social media, there will always be critics. And rightly so because at this point in the game we’ve all met or at least heard about social media programs that failed. That blew up. Or the so-called social media “experts” who had a cool title and a cool blog maybe, but they didn’t have a plan because they didn’t have a clue.
So you have to win over the critics. And to do that you have to be able to meet their questions and even in some cases attacks, with CONFIDENCE. And when you have clarity, and vision you will gain more confidence as you demonstrate your COMPETENCE.
And now as you are starting to lead this process of social media, you will start to see something happen that every boss and client will demand of you – you will see IMPACT. And when your boss or you client, see impact, you have begun to win the battle. You’ve gotten past the major roadblock within the organization with which you’ll be working.
As you will learn in later lectures in the workshop, the impact translates into measurable milestones, including increased brand awareness, increased brand loyalty and increased sales.
OK, So Show Me The Money
And that’s when you get to what you were probably wanting all along… increased VALUE for you. Yes, this is the “show me the money” part. Again, not necessarily a gazillion dollars, but once you’ve gone through the journey as defined above, increased financial compensation for your social media expertise is a likely destination. Because you have now added value to the client or your employer. That increased financial compensation may come from your existing client or employer. Or it may come from someone else who wants to pay you what you’re worth.
So there you have it. Clarity. Vision. Creativity. Improved Communications. Confidence. Influence. Competence. Impact. Increased Value. Think of these as the trail of potential rewards you can experience as you go down this road of learning social media.
Creator of The Social Media Road Trip Workshop