AllTop co-founder, Guy Kawasaki is a renowned public speaker, former Apple evangelist, and best-selling author of 10 books including his latest, Enchantment: The Art of Changing Hearts, Minds, and Actions.
Getting “dicey” with online PR and unlocking the powers of enchantment can be an effective digital PR strategy. We tuned into Guy Kawasaki’s session for Social Media Success Summit “How to Use Social Media to Enchant People” and brought it to the online PR world.
What is enchantment?
According to Kawasaki, enchantment is a higher level of relationship with people (whether customers, employees, colleagues) that is both voluntary and mutually beneficial.
The Basics of Enchantment:
Likability. In social media and in life, one must first achieve likability. Kawasaki distinguishes between two types of smiles: the Pan am, or fake, smile and the Duchenne, or real, smile. Dressing appropriately (as Kawasaki points out, under dressing implies “I don’t respect you,” over dressing implies “I’m better than you,” but equal dress implies “We are peers.”) and a well-practiced hand-shake do wonders to make a good impression. These are lessons that can be practiced online: Projecting a warm, friendly tone via Tweets or emails achieves instant likability.
Trustworthiness. Liking someone does not equal trusting them. As my friends say, “I like him/her, but I wouldn’t let them babysit my [hypothetical] kids.” By trusting others first, in social media and in life, you’ll exhibit a transparency that invites others to trust you.
Get Ready. Kawasaki uses the acronym DICEE (“dicey”) to describe how to get ready:
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Your plan of action, according to Kawasaki, should be “short, sweet and swallowable .” Another valuable tip: Conduct a pre-mortem (much more helpful than a post-mortem!) to pretend your action plan failed. Brainstorm with your team what went wrong. Go through every reason you can think of why it failed – then take steps to prevent that from happening.
Launch. Now comes the easy part. You’ve established yourself as a likable, trustworthy brand and have come up with a fool-proof strategy. Now it’s go time. Telling your story has never been easier, via tweets, blogs, Facebook posts and videos. Pay attention to your audience. Kawasaki points out that it’s not usually a high-profile writer who will plant the seeds for your brand, but “@Lonelyboy15”, who wants to share with his 50 followers that he likes your product. Engage with @Lonelyboy15 to maintain a good relationship with your audience. When telling your story, use salient points. These are what your audience cares about. Kawasaki describes a car commercial boasting miles per gallon, when a consumer really wants to know how much money he will save each year by getting great gas mileage.
Overcome. Provide social proof, if possible. Kawasaki provides the example of white earbuds signifying the wearer was an iPod owner. As the white earbuds became more common, iPod sales grew. To that point, make sure you’re enchanting the influencers – who may not be as obvious as you’d think. Kawasaki is quick to point out that his younger daughter is the chief influencer in his family, not him. Similarly, the influencers of a company are not necessarily the C-suite.
Endure. Stay aware of trends. Instead of increasing record prices to compensate for the trend of pirating music, bands like the Grateful Dead embraced it. Invoke reciprocation – do unto others, right? Besides reinforcing authenticity as a genuine brand, you never know when the other party may help you out. Kawasaki also recommends building an ecosystem to help insulate you from the ebb and flow of business. If you build others into your infrastructure, you have a team pulling for you.
Present. Always customize your introduction. Whether speaking in a major conference like Kawasaki, or pitching to a journalist or blogger, take the time to research your audience. They will appreciate feeling like your message is tailored to them. Kawasaki’s rule of thumb for Powerpoint presentations is 10 slides for 20 minutes in 30-point font. Or put simply, the 10-20-30 rule. Again, a clear, concise message that engages your audience, provides value and is accessible will enchant people, no matter if it’s a large audience or a local blogger.
Enchanting up and down
Kawasaki also addresses enchanting those you work with. To “enchant up,” or a superior, Kawasaki says to align your priorities with theirs: drop everything else if they ask a favor. Also, deliver bad news early, ideally with a solution to the problem. To enchant down, provide Mastery, Autonomy and Purpose to your subordinates.
Kawasaki’s presentation went beyond social media, tapping into ideals that, if everyone kept them in mind, would make the world a better place. After all, a stellar social media strategy in a business is worthless if it’s not embracing the key points in its non-social media interactions.
More info on Guy Kawasaki’s latest book can be found on the Enchantment Facebook page at http://www.facebook.com/#!/enchantment.