Social Media Engagement: Time to think like a drug dealer
Yo – I got some really good social media here. This sh-t is the best! Want some? Take a look, take a look! First hit is free! You’ll be back.
The ten rules of technical social media engagement aren’t much different than someone dealing drugs – Except what you’re doing is legal. Most of the time, anyway.
It’s time to start thinking like a drug dealer.
1) Anything you put out there has to be something people will try once, and want again and again
2) If the quality isn’t good, they won’t come back
3) Yours has to be better than anyone else’s
4) You have to develop a “special relationship” with your customers, ensuring that even though they have other options, they always come back to you
5) Offer new value all the time by making it not entirely about the product, but also about new and interesting information they wouldn’t have found otherwise
6) Constantly strive to make it an easy experience for the client, a seamless relationship of which they feel they need to be a part.
7) You have to constantly be refining your product to create a better one
8) You need to be up on what other businesses are doing, and have people (or yourself) willing to try their product and report back
9) Occasionally, offer your customers free product, even though it might cost you a few cents in profit. You’re reestablishing their loyalty to you by showing that you’re thankful that they’re your customers
10) Never forget that you can have as much product and deliverability as possible, but without the customers, you’re dead in the water, and another dealer will swoop right in to take your place.
As always, thoughts or additional rules are appreciated. Leave them below.
July 30th, 2010 at 7:37 am
Is this why you asked me what kind of drugs I am taking (because I am always awake)??? :)
July 30th, 2010 at 7:44 am
Is this your way of telling us you’re going to start charging for HARO?
July 30th, 2010 at 7:51 am
Though this is a great breakdown, I feel that it is missing one key element: The franchise model. Much to what Malcolm Gladwell outlined, it is vital to get people to see the value in spreading your word and doing the work for you. It’s the key to any viral campaign and something you personally (and great drug dealers) do very well. :-)
Nice work.
July 30th, 2010 at 7:56 am
Peter
Great headline. And equally great tips/reminders. I just hope the social media gurus don’t start capping each other over turf wars ;-)
@TomMartin
July 30th, 2010 at 8:05 am
You’ve been watching old episodes of The Wire too?
July 30th, 2010 at 8:07 am
@Brett: I thought the questions for you were:
-How many different uppers are you on?
-Who’s your dealer?
;-)
Ja-Nae
@TheSunQueen
July 30th, 2010 at 8:12 am
How are these “rules” only relevant to social media? It seems you could apply these “rules” to any facet of business. In fact, the list seems less relevant to social media than to, say, product demos or timeshare sales pitches.
July 30th, 2010 at 8:28 am
Peter:
What about getting people addicted to your product by giving them a sample? So they get hooked and come back for more, and more, and more! like in this example? http://bit.ly/dyQLye
July 30th, 2010 at 8:40 am
Excellent blog. So many great tips. While I often use a few of these techniques, I now see how the combination can make my business addictive.
July 30th, 2010 at 9:02 am
Too right! My Nerd(s on Site) friend and I were in a coffee shop once talking to the table of sales guys next to us. We were telling them about our Wed. AM networking group and one asked us if it was the best networking group in town.
They got two blank “deer in the headlights” looks as we were both stuck mentally trying to define “best”. Forget Nerd-think, I’m going out to practice thinking like a drug dealer!
July 30th, 2010 at 9:06 am
“7) You have to constantly be refining your product to create a better one”
Damn what kind of drugs are you buying?!
I’d add
11) Package your products in different forms and sizes. Customers have different preferences.
12) Have an escape route…in case you need to shut down and cut your losses.
13) Don’t get high on your own supply. I actually don’t know how that applies to social media but felt it was a necessary addition anyway.
David. Scribnia
July 30th, 2010 at 9:31 am
11. The product must easily convert to brownies without losing potency.
July 30th, 2010 at 9:34 am
Think of it this way. Your product or service should be so addicting that customers would have to go to rehab just to stop using you!
July 30th, 2010 at 9:59 am
I like it! It parallels the idea of “Consulting Tips from Hookers”:
1) You have to show your wares. In consulting, this is called “publishing thought leadership.”
2) Remember that a service is created and delivered *after* the purchase. This requires that your customer believe you can deliver. Make sure they have no doubt that the job will be completed to their satisfaction.
3) Repeat relationships are the most profitable. Work to ensure loyalty by under promising and over delivering. Every time.
4) Discretion counts. No one wants to admit they went to a consultant.
5) Upsell. If you’ve got more services to offer, the best time to offer them is during a project that’s going well.
6) Walking the halls is the best way to pick up the impulse buyer.
7) Dress the part that your client wants you to play.
July 30th, 2010 at 11:09 am
Peter…I thought you were on vacation! Take a break! You work way to hard…and say hello to that dealer for me…
July 30th, 2010 at 12:40 pm
[...] Peter Shankman har skrivit en komisk men träffande artikel om hur ett tjack-dealar-tänk skulle kunna appliceras på sociala media för att få fler följare. Läs artikeln här [...]
July 30th, 2010 at 7:23 pm
I was expecting some secret tip to do it all for me and all I got was some guy yelling at me.
Maybe I need to call you and pick your brain for a few hours.
August 2nd, 2010 at 3:21 am
[...] Social Media Engagement: Time to think like a drug dealer [...]
August 3rd, 2010 at 9:24 am
[...] relations guru Peter Shankman has compared doing social media to selling drugs on the street. And once you get past the silly opening line—and judging by the comments on Shankman’s [...]
August 23rd, 2010 at 12:04 pm
As always a tasty take on Social Media! Thanks P!