The Relentless Pursuit of Creating Social Objects

A wise man once said the future of marketing is social objects, and the future is now. If you aren’t dead set on creating a remarkable experience validated by paying customers then you’re going to go out of business too.

What happened? Why’s it so easy to go out of business?

Many companies are going out of business. Our office mentions it from time to time.

“Did you hear [influential company] went out of business?!? How the heck does that happen?”

It’s never been easier to start a business. Anyone can sell something. Anyone can signup for the farmers market or Centennial market, or even easier still setup a website and begin to sell.

It’s never been easier to start a business, but it’s also never been easier to go out of business.

We have choice, we don’t need to buy what you’re selling. The second something goes wrong buying from you, we leave and buy from someone else. When it comes to relationships, it’s a very disloyal, transaction-based world we live in at times. This is why you must put making relationships as top priority in whatever you do.

How do you grow a business or organization?

By selling.

How do you sell?

By getting qualified leads to talk to you.

How do you get qualified leads to talk to you?

By creating things or moments that people want to talk about (we call them social objects).

What are Social Objects?

They are the things people talk about. Customer service can be a social object if it’s good enough. An ad can be a social object if people want to share it. A social media post can be a social object if people want to talk about it.

No seriously, what the heck are Social Objects?

Put simply, Social Objects are moments in time that people want to talk about, ask a question about, share a photo about, tell a story about, create a video about, etc. Social objects are what the Internet LOVES. Social Objects are the result of word-of-mouth and are much more powerful in the digital world because how easily shared they can become.

What are your company or organizations Social Objects?
What do people talk about when they mention your company?
What do people say about your company behind your back?
Do you give customer reasons to talk about you?
Why would you customers go out of their way to say something nice about you or leave an online review?

If you can answer all these questions you don’t need a social object. If you don’t know the answer to any of these questions you may need a social object strategy.

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