The Southwestern Company Difference Blog
I just got back from the Direct Selling Association’s (DSA) Communications & Internet Marketing Conference in Las Vegas.
This is a conference I have been proud to be associated with since it was established about five years ago as an attendee and presenter. This year, the entire conference was about social media and the direct selling industry.
Over 325 direct selling communications, marketing and IT folks, Presidents and CEOs attended. I presented on the topic of blogging and buzz marketing. It was amazing to have a room full of industry peers that were all seeking their “ah-ha” moment when it comes to social media. And, let me tell you… they went home with a bag full of “ah-has.”
In a pre-conference marketing piece, I was quoted by the DSA as saying “Social media can no longer be ignored or simply dismissed as a non-credible means of communications to your various audiences. Direct selling is as much about relationship-building as it is selling.” I really think social media is revolutionizing the direct selling industry (among others). Currently, you have your technology innovators and your early adopters. Alarmingly, however, you have your late-bloomers. And sadly, you have your not-gonna-do-its who refuse to adapt. As heard at the conference, we know what happened to the dinosaurs…
Social media is a very effective means of communication. It is the combination of the emergence of pull technology, content sharing, and both user and consumer generated media. It’s two-way communication that offers advantages to both parties. It is the latest technological tool for relationship-building. I could go on and on about how it takes the personal part out of the sales, out of the relationship. However, if used adeptly, it can be the beginning of long-lasting, fruitful relationships – perhaps cyber first, leading to up-close and personal.
Each generation has traditionally developed different consumptive habits of digesting media…HOWEVER, technology has bled through the generation gap.
– EVERYONE’S DOIN’ IT!What we have done at Southwestern Company is to realize this and act on it. In our 155-year history, we have never been able to be so transparent and open to contact and feedback. With all the viable social options to our independent sales force of college students and the customers they generate, we have an even greater opportunity to reach out to students, parents, consumers, and others – including detractors.
Even this very blog is a result of our social media resolve. To spread our opinions, philosophies and stance on consumer issues, ethical standards and industry-wide educational efforts is a big thing! Thanks for reading… I hope this blog serves as a two-way forum for consumers and other interested audiences relevant to the topics covered.
