Thursday, November 4, 2010

Six Pixels of Separation by Mitch Joel... Part 1 (Chapters 1-7)

I've never made two posts about the same book before but OMG I loved this book so much that it just must be done. I learned so much and at the same time I read about things that I already knew about, however, I just never thought about in depth before. So that I don't give out too much information about the book (I strongly encourage you to read it), I'll just point out a few specific things. These points were either italicized in the book or just things that I highlighted.



You don't have to be a computer whiz or a member of the Geek Squad to make the online channel and communities work for you. Thanks to the different media outlets like YouTube and Blogger :-), people are able to connect and engage with millions of other people worldwide. It is through digital channels like these that we are all connected.

Making real money as an entrepreneur is all about adding value.
You should match your products and services up to consumers who are looking for them. You want to preferably do this at the moment they are looking for it. That is why so many are drawn to the contextual ads that companies like Google offer. With these you can show your consumers different things pertaining to your site (and also their interests) and at the same time, you gain some moulah. You also want to make sure that your business is present on the search engines. This draws more traffic to your site.

The big idea in a world of Six Pixels of Separation is to embrace community as the new currency.
This is one point I read over and over and over in this book. Community is everything! Your goal for your business is to connect to the right people and connect to similar others. The SPS world is where mass brands are overtaken by personal brands. Individuals are connecting to very specific niche content and media that they are choosing and controlling. You also must sometimes warm up to networking. You network to build your circle of influence by adding value to your community and helping others get what they want.

There are six social needs in order to help entrepreneurs understand how to create better affinity with their consumers.
1. Online social networks provide people with the ultimate tool  for defining and redefining themselves. 2. The need for autonomy, recognition, and achievement are essential to our self-worth and are fulfilled in online communities. 3. People have a need to both seek help from and provide help to others. 4. Online communities are becoing the way people find, create, and connect with others. 5. A sense of belonging or affiliation alone is not equal to true community. 6. People want to be reassured of their worth and value and seek confirmation that what they say and do matters to others and has an impact on he world around them.

Digital marketing is about being slow.
The older the content of your site, the longer it has been online and searchable through the engines, the more people who have linked to it, shared it, and tagged it, the more valuable it is. Content rises to the top of Google based on how long it has been available and how valuable it has been to the online community. Important and valuable sites don't get to that state overnight. IT TAKES TIME. The sooner you realize that, the sooner you can post your content and start gaining your online community and their trust. Trust is always built slowly and over time. In order to gain this trust, you must be consistent in everything you do.

Online etiquette: Respond quickly and honestly
It is extremely important that whenever someone comments on your site or blog, emails you, interviews you, or podcasts about you MUST respond. It shows others that you are reading, paying attention, and most importantly appreciative. Nothing stinks of insincerity more than a person using these new digital channels who is not listening to the other conversations. Also, when you speak to people, do it as a human being and not a press release. The key is to always add value and push the conversation forward. Nobody likes someone who is taking part with the sole intent of pimping their own agenda.

It's not just about the internet anymore: think mobile too
I think this part really stuck out in my head especially when I think about how many times a day I'm messing with my iPhone lol. Get your website into a mobile version and encourage your customers to help you be more present. Doesn't that make so much sense when you think about it? I don't know a single person that likes to leave home without their cell phone (besides the occasional ugh I'm so tired of being plugged into the system moments). So what better way than to always engage your consumers and keep your brand in the forefront than by focusing on mobile content.

In this digital age, your personal brand will be your most powerful ally or enemy.
You should always take out time to do what Mitch calls a personal brand audit. Do a search through Google or another search engine on your name and your business.  Check your Google alerts. If you have a blog, join Technorati. There's also a three step process he mentions for auditing yourself on Facebook. Make sure you join LinkedIn. Also, remember that your personal brand is all about strategy and not about tactics. Understand who you are and know what you stand for.

So much information and not the same amount of time. :-( But no worries! Next week, please join me to learn about the contents in chapters 8 through 14. They talk about the subjects digital darwinism, from mass media to mass content, burn the ships (which is all about giving up the old ways of doing things and defining new ways), and digital nomads. In the meantime, go to your local Barnes & Noble or Borders or what have you and find this book! Even if you just look through the table of contents, I'm sure you'll find at least one chapter you would like to learn more about. I promise you that you will not be disappointed.

~BB~

P.S. What were your thoughts on my blog for this week? Were there any subjects that I touched on that you would like to hear more about? The comments section is for you guys! I'd love to hear feedback, suggestions, complaints, or even just everyday thoughts on how the online world is fast becoming our real world more and more. Let me hear from you!