Episode 027: Mic Adam - In COVID19 World How to Use Content to Create Conversations

Mic Adam trains business professionals across social platforms and makes a separation between two major levels of platforms. You have platforms where people have conversations and content. People are going to check out your LinkedIn profile and Facebook page as a company, they're going to try and find out who you are and what you are as an employer. And in the middle, you've got Twitter as your news channel. So those are the three as conversational platforms, now they don't work without content. When you look at content, there are four types of content. There's text, which is typically your website, your blog, that kind of stuff. There's audio, which is basically things like podcasts, there are photo and video. And those then are being used as support as content on the conversation platforms to create those conversations. The company creates conversations through content and depending on, what type of content your clients want, you'll be opting for an Instagram for photos and video, you'll be opting for YouTube or Vimeo if you have longer videos. You'll be opting for podcasts like you have now and you'll be opting for a blog. Your social media platforms are the way to distribute content to start conversations with your network and companies. We are experiencing an unprecedented time all over the world, that Mic refers to as fabulous times. In the sense that you have a need to work towards having conversations with your current clients, but also with your potential clients. It's the time to reach out to customers to have individual conversations, not to sell, but to start building that relationship. Mic says we need to lay down foundation now, and not when the crisis is over, he thinks this is the time you need to reach out to your people. You need to reach out to them with content, you need to reach out to customers with empathy, you need to reach out with them with conversations. And that way you start building that relationship. It's not because COVID19 is here, that we must stop having relationships. No, we do the relationships a little different, through zoom, Skype, Teams, you name it, whatever technology we have these days because it's all done by video, which is great because we get over our fear to make videos. Mic said you don't have the mindset of I'm going to be selling you, whether it's a soft or hard sell, at this point, it's building that relationship. It's reaching out to people, it's letting the customer know that you are there and yes, you still have your targets at the end of the year, but I am sure that everybody's quota will be adjusted. Sales managers must inspire their salespeople to have conversations and not talk about the quota all the time. You have an opportunity to reach out to your potential customers, you can do it in a more relaxed way, and you can make it personal. Mic says he thinks this time is great for companies to start on their employee advocacy. He said I'm seeing many employees that are willing to share messages from their company pages, obviously those messages are often related to the #COVID19 crisis. But at least we're beginning to adopt an attitude and mindset of, I'm willing to take messages from my company and share them in my own network. Take advantage of personally, I've seen a major increase in messages distributed by employees on different social media networks. It's basically it's the government that is triggering it. Mic said he is seeing this at the Telecoms he works in, in Belgium, that they get their employees to share their content. And it's nice to see that people still are proud to work for those companies. It's not bound by big or small organisations. Now, the big challenge will be after this will people still going to do the same. Mic said a lot of salespeople don't think buyer-centric, said Mic. I think a lot of salespeople are still being pushed by the company to sell products and services. Let’s call it - box moving where it's too much sell we have a quota, rather than what does the client need. However, these times will help change this mindset. It's going to change in the sense - how strong is your relationship? https://www.linkedin.com/in/micadam https://www.vanguard-leadership.be