Categories: Articles

There's Nothing Like Pressing The Flesh

One of the real ways to get ahead in these online channels is to take things offline. To meet people in their protein forms. To share, to learn, to build and to grow. Never forget that.

There are still many brands that believe these online channels and platforms are filled with very lonely individuals who spend their time stealing music and illegally downloading Hollywood blockbuster movies while playing Warlocks in massively multiplayer online role-playing games. People who could never really influence anybody, let alone get a date. Those who are engaged online or those who take the time to scratch beneath the surface (just a little bit) know that those who think like that are actually the same people who are online. The demographics and psychographics are there. Almost everybody that any Marketer would like to reach has a significant online audience online, and they’re not just lurking either – we’re talking about very active participation and serious communities.

How do you really grow and make these online channels work for you?

Get out into the wild. Meet those you have met online and connected with for a coffee, invite them to lunch or – better yet – create a meet-up, unconference, tweet-up or attend an old-fashioned traditional convention. Not that connecting on Facebook or LinkedIn isn’t "real", but nothing beats a real world meet-up. Always remember that you can’t read body language online, and then there’s that old saying that, "words account for only 7% of all communication."

Online social networks are not a substitute for pressing flesh.

They are an added component of relationships that allow you to keep those connections going during times when you can’t meet in person. Never forget that.

Here are three immediate opportunities to connect: There is a PodCamp Montreal happening this weekend. The good folks over at Mesh have created Mesh Marketing, which is taking place in Toronto on October 22nd, 2009. It’s also Advertising Week in New York City from September 21st – 25th, 2009. Beyond that, there are plenty of other opportunities happening in the next little while to make your online social networks really come to life. Now it’s your turn to make them work for you by getting out there and meeting other like-minded individuals.

What are you waiting for?

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.