Posted on 6th March 2012 by lmessenger in Entrepreneurship, Life Matters

Yesterday I had lovely plans for a relaxed meeting-free day (the second this year). I was in my daggiest, happy clothes and was ready to huddle in with my team for some great, inspiring internal us-time. Ha … The universe had other plans, and perhaps the nightmare I had the night before about fishhooks being stuck into me before being hauled out to sea, should have acted as a premonition that a challenge lay ahead… Lesson number one: life doesn’t always go according to our best laid plans or expectations. And sometimes, from somewhere totally unexpected, and completely beyond our control, our core values and belief systems can be challenged in a way we never saw coming.

So my calm day of serenity rapidly turned into one of adrenalin-fueled, heated debate driven by passion, and desperately trying to make sense of something that in my reality was so, well … Nonsensical. On rough calculation, I seriously pissed off about 5 people but seem to have been a voice for and inspired somewhere in the realm of 100… Hopefully not bad odds.

When the battle was over, I was left a little (okay a lot) exhausted and reflective – and, ironically, with the sense of calm I had hoped the day would bring. Being a traveller and a self-inquirer, I had questions for myself. Was I acting out of ego? Did I need to prove a point? To be right? Did I act with honesty and integrity? Did I portray the facts accurately? Was I acting out the wounded child (don’t start me… :-) )? OR was I in fact taking an issue presented to me, and using my reaction to it as a catalyst to speak out about something that challenged my value and belief system to the core?

While I’m sure some of the former played a part I’d like to believe that the latter was primarily true. As the debate raged across Facebook and the Twitter sphere, I received literally hundreds of extraordinary messages, which appear to be testament that I was indeed acting with good intent and integrity, and, it seemed, I quickly became the spokesperson for an issue very dear to many.

Yesterday morning I had a choice. When confronted with the situation, I could have chosen to bite my tongue, accept that I don’t always need to be right, avoid the drama and step away from the keyboard. OR stand my ground, question the motive and facts of the other party, checked my integrity and gone headlong into battle.

At the risk of ruffling a few feathers and feeling emotionally drained, I believe wholeheartedly that in order to make a positive change in the world, and move us into the present, some of us have to take on the role of trail blazer. We need to challenge the status quo, stand up for communities, fight against social injustices, and we need to do it without ego or agenda, but with fire in our bellies, passion in our hearts and integrity in our minds.

Now I’m off to do a calming, yoga class and then, if you don’t mind, I’m off to fight some real issues, challenge some thinking and maybe, just maybe, make a little change in the world. xx L

Posted on 6th March 2012 by lmessenger in Entrepreneurship, Life Matters

I wrote a post on facebook this morning and had such an overwhelming response that I thought it worth elaborating on.

I’ve just experienced what I am calling “singalism” and its not the first time its happened.  I pay large dues to an organisation that claims to be progressive and innovative.  They run incredible events and four times a year, members are allowed to invite their spouse or partner.  Many times I have taken along some random guy – whoever is the flavour of the moment and I’ve never been questioned – not once.

As I am very much single at the moment, I invited my 2IC to this event. She’s a girl. Her name is Claire.  Suddenly I’m told that the event is only open to partners and spouses with a very swift she is not able to come. Might I just add, she’s far more appropriate for the event than some of the drongos I’ve dragged along before.

Does my not conforming to the Stepford Wives married with kids expectation throw everyone into that much of a spin? Isn’t it my choice who I classify as a partner – surely this is nobody’s business but mine. If its open to a plus one, its open to a plus one of my choosing.

This is by no means a personal attack on this organisation but it is a big fat shout out to all the businesses and organisations that cling onto old ideas and myopic judgmental behavior.  To me, this kind of judgment is akin to and just as hurtful and patronizing as bigotry, racism or sexism and it should not be tolerated.

Luckily, all us optimists know, for every dark cloud there is a silver lining and the lining is this – because I felt so passionate about this issue and spoke out about it, I have been absolutely inundated with beautiful, amazing, supportive people and hopefully together with our shared voice, we will indeed help make a little dent in putting a stop to this ridiculous singalism!

xx L

Posted on 7th February 2012 by lmessenger in Uncategorized

 

A MASSIVE thank to all who generously contributed to the CEO Cookoff last night!!

With your help I raised a whopping $5580 for Mission Australia and OzHarvest and had a wonderful night helping to feed some of our underprivileged people.

Qantas CEO Alan Joyce raised $157,887… his publicist was all over us with the unforgettable and slightly naughty boxing gloves “I’ll take you down Alan”. So we had some friendly banter in the lead up and I did suggest he closed the gap by donating $140k to me coming into the home straight to even things up.  I bounded up to him last night to introduce myself and he absolutely knew exactly who I was – so it all paid off and was a lot of fun!

I got to cook with Peter Gilmore from Quay (although sadly he had pre-prepared so much that all we did was essentially float bags of food in hot water to heat them up…)

I got to hang with chef royalty -Maggie Beer, Neil Perry, Bill Granger, Matt Preston, George Calombaris to name a few. As well as the CEO’s of IBM, Blake Dawson, Coca Cola, Telstra, Barclays, Caltex, Fairfax Media etc – was the Who’s Who of the Aussie business landscape.

Lots of fun was had with some of my great friends who also participated – Andrea, Emma, Jo, Annalise, Karen, Leona and Rachel.  All fabulous CEO’s and extraordinary women.

Thanks again from the bottom of my heart for your support.  Much love xxx L

 

Posted on 23rd December 2011 by lmessenger in Life Matters

This is a quick off the top of my head, running out the door, five min wrap of what has been a truly incredible year!

I turned 40 (decided  28 in attitude - 40 in experience – good trade off!). The Messenger Group turned 10.  We had MASSIVE white parties for both.

With the help of my gorgeous team I authored three more books – Books to Boost Your Brand; Property Investing, The Australian Way; and Social Media to Boost Your Brand.

We added two new businesses to the Messenger fold – Messenger Property and Messenger Interiors bringing us up to eight.

Our awesome 2011 clients included Lorna Jane (winner of the BRW Retai Continue Reading »

Posted on 10th November 2011 by lmessenger in Entrepreneurship, Life Matters

Fundamentally I oppose war. The notion of killing doesn’t sit well with me on any level. I can’t even kill a cockroach…

That aside, I am open minded and yesterday I boarded the HMAS Ballarat at 8am and was fortunate enough to sail with a company of 177 of Australia’s navy on a training mission from Sydney to Jervis Bay. I was offered this unique opportunity and like most things in life, I’ll do anything once, and I threw myself at it. A once in a lifetime opportunity it certainly was and I feel fortunate and grateful that the Australian Navy were gracious and accommodating in taking some 20 entrepreneurs from YPO and EO on board.

In the 10 hours we were on the ship, the navy showed us every nook and cranny – from the gun room to the flight deck, the bridge, the opps room, the mess, the heads and the sleeping quarters. We witnessed firearms training, helicopter landings and simulated “breakdowns”. It was high energy and fascinating to witness.

Whatever our personal opinions on war and weapons, I took away a few things from the CEO (Commander Jonathan Earley), his officers and his sailors. Everyone we came into contact with was efficient, motivated, professional and enthusiastic. We talked to many of them and to me the personal sacrifice they all make on a daily basis is a huge payoff for lifestyle choice. I admire them for their commitment and stickability. They live and breath in each others personal space for often literally weeks at a time without leaving the ship. They sleep in quarters with up to 15 people. Most of the time they are just undertaking “training” and simulated missions maintaining operational readiness and capability and for an adrenalin instant gratification junkie like me, absolute hats off to them! It can’t be easy.

As one of them said, Big Brother is nothing compared to this – and from what I can see, I tend to agree. Although for much of the day I did feel like I was in some kind of surreal movie set.

How many people truly get to witness first hand what I did yesterday! Commander Jonathan Earley had some powerful and inspiring philosophies and I was surprised in this world largely unknown to me, just how many parallels we could draw between how he runs a ship and how we, as entrepreneurs, run our companies. An enduring theme throughout his tenure was “look after the ship and the ship will look after you”. He goes on to say, This statement does not merely refer to the physical or material state of the platform. Although these aspects are important, my theme applies equally to protecting our reputation, our administration, our security and most importantly our people.

So, hats off to the Australian Navy. We all have a job to do and from what I can tell, they are certainly doing theirs with a passion and proficiency unrivalled in most organisations I have seen.

Posted on 13th October 2011 by lmessenger in Entrepreneurship, Life Matters

Last night I watched Blood Diamond. It wasn’t a movie. To me it was yet another wake up call to all the atrocities happening around the world that we Westerners so often ignore or profit from. It cut me to the core, gave me another massive jolt and I found myself questioning – what am I doing – really doing to have a positive impact, to help make changes, to help with the serious issues of cruelty, poverty and social injustice on our planet – what am I doing to create a happier, safer place and to change the world?

I drove home in tears – of frustration and anger and powerlessness. And at 11pm on a rainy Sydney night, I ran until it hurt.

And then my mind switched to me and the questions started on so many tangents. One thing that has come up again and again for me is why do I do what I do? Why do I want to make money? Why do I appear in the media? Why do I build a profile? Many of you might be able to relate to these questions.

I’m sure some people might believe my ego is out of control and I have this perpetual need for external validation. To an extent they would be right – we all have a need to belong, to feel good enough, to be worthy, to be loved, to be seen. I am acutely aware of this and question my intentions and check in with myself on a daily basis. I also acknowledge that part of it is indeed ego and a combination of the above defects of character. But in my early 20’s I wrote in my journal “we cannot make positive change by being a wallflower”. I think my fate was sealed. And I believe the potential to do good far outweighs the few naysayers (and my own waiver from the path of purity every now and then) that may try to bring us down.

But I also believe its bigger than that. I recently heard something that resonated with me and it went along the lines of – we can’t help the poor by staying poor. We can’t help the sick by being sick. We can’t help the unhappy by being unhappy and really we can’t help the world by being small.

And for this reason, I believe making money gives us freedom and choice and having a profile gives us a platform from which we have the opportunity and the strength to be able to really make positive lasting changes. As mentioned in recent posts, a few weeks ago I attended a global entrepreneurs conference with the theme, Change the World (www.amsterdam2011.com). There has been a groundswell happening since in me and I believe and hope in the other 550 plus people who were fortunate enough to experience the energy, platform and power held in that space.

I don’t yet have all the answers and I’m not yet sure what my next move will be, but I know sure as the sun shines – for me now more than ever its bigger than money for moneys sake and profile for egos sake. Its about gearing up for something much bigger than me. Its about staying open, being aware, being informed and educated, and consciously looking for opportunities about how I as one individual can truly make a difference. I would hope that every one of us starts opening our eyes and starts to really believe that we have the power as individuals and communities to do things much bigger and much more long lasting and impactful than we ever dreamed.

I am grateful for the space I am in and look forward to whatever comes next. I don’t presume to have the answers and truthfully yet don’t even really have the questions. I posed this predicament a few days ago on my facebook and people kindly gave me all sorts of advice – most of it esoteric – someone very wise said… “Working in your Grace Zone = doing just what you have been purposed to do. It feels easy, there is no striving, things fall into place and you know you’re there because your heart feels satisfied. Everyone has their own special job to do. Just do that! No need to do anyone else’s job. That takes away the opportunity for them to do it. What is in your hand right now that you could use to outwork what is in your heart? The answer is right there!”

I thank you for this feedback and I get it – I’ve been writing books and educating myself on manifestation, laws of attraction, just being… for a long time now and I will endeavour to live in that conscious state. However my question here is really more about the tangible – I would like to have a go at really addressing major social, political, economic and environmental issues. Because some of us need to take a lead. We can’t all sit back saying we’ll just tune in and do the little bit that is presented to us. Sometimes when we feel we have the tools, the maturity and the emotional intelligence I believe we can actively pursue the bigger issues.

One thing that’s burning in my head and heart at the moment is that according to UNICEF 22,000 (yes twenty two thousand) children die every day from poverty, hunger or an easily prevented disease… I would welcome your feedback about the bigger tangible issues at hand. I believe if we bring them into consciousness, then indeed the universe does have a magical way of showing us a path to address them x L

SidenoteI wrote this on 8th October 2011. 6 days later (today) I have had 7 meetings on Change the World / Human Consciousness related topics. Only I knew I had written this BLOG. This, my friends, is what I truly believe is the power of intention, getting clear, creating a vision and then in some divine way, the universe starts presenting us with opportunities. Some of these opportunities are just so incredible and have so much power to make a difference and I will be sharing some of those with you soon. Eternally grateful – Lisa xx

Posted on 10th October 2011 by lmessenger in Publishing

The prolific bookstore closures and the increase of e*book readers means my team and I are readily on the receiving end of the question – what does this mean for your business? Never fear, as much as we feel for the book trade (Redgroup’s collapse saw the closure of 96 Australian Borders and Angus and Robertson stores), it actually doesn’t really affect our business model.

You see, seven years ago we entered an age old traditional industry. However as many of you know, we came to the game without an iota of publishing experience. What we did bring was years of sponsorship, marketing and PR knowledge and it was this acumen we applied and our mandate has very much always been that we are a marketing company who just happens to produce books as the primary tool.

So bookstores have always been a part of our mix, but a very small part – more a PR exercise to appease societal perception that you’ve “made it” when your book is in a bookstore. What’s really been going on behind the scenes was a much more strategic play by us and our clients and for that reason it goes a little something like this.

Bookstores – we’ve always talked about traditional (bookstores) and non-traditional (everything else) channels. Our real purpose has been to help clients to create engaging, amazing content that provides value to the reader in the form of a book (which we then disseminate across multiple other channels). Our primary objective is to get the book into the hands of as many people in their target market as possible (essentially an expensive business card acting as a lead generator, credibility piece, door opener). We’ve never focussed on sales of the $30 book (which when sold through a bookstore equates to about $9 less production costs… ie vertially a big fat zero) but encourage people to look at the $30,000 client they can pick up as a result. So for us it’s not so much about small bookshop sales where you sit amongst a lot of clutter screaming “pick me”. It’s more about bulk deals (sales or giveaways) where we collaborate with like minded non competing corporations with similar customer profiles and BIG databases.

So, as sad as we are for the bookstores (frankly though they could have been a bit more on their game, innovated, been more experiential, destinational and ramped things up a few notches… the writing was on the wall…they could have embraced it with a bit more enthusiasm and morphed and moved with the times to quickly adapt and capitalise on the trend…), it was never our primary (or even secondary) mode of distribution.

E*Readers – we love e*readers – big fan. I just spent three weeks abroad and used my iPad prolifically for everything. Again though, not a threat but very much a complimentary tool to our model. Our objective though largely is to surprize and delight and so we’re kind of reversing the current trend. When everything is online and digital – and I mean pretty much everything (how often do you receive a hand written card or invitation unless its from us ) there is something really unexpected, tangible and with high perceived value about receiving a physical book. It is for this reason (and a few others) that we keep doing it. People feel really special when they receive a book.

I know this and am testament to this as I’ve even been caught at my own game – not once but a couple of times. When I went to my vets a while ago and they gave me a book on how to look after my puppy I was over the moon… even though and despite the fact that I knew exactly what the higher motivation of the pet food company that produced the book was. It was still of value to me and I might just be all the more loyal to that brand because they’ve actually thought about my needs and provided me something of value.

At the risk of sounding hard nosed and commercial (I haven’t talked about how much I loved browsing for hours in bookstores for most of my life – that’s a whole other tangent…), I hope this goes some way to explaining our current thoughts on the demise of bookstores and the ever changing technology that see’s a number of books going online.

My final word on this really traverses any industry. Watch the trends, stay ahead of the curve, challenge the status quo and be able to move and morph quickly depending on where the market is going. With this in mind, I strongly believe, you can enter any industry, flip it on its head, make it commercial, profitable, fun and have higher purpose.

Posted on 6th October 2011 by lmessenger in Entrepreneurship, marketing, Publishing

I’ve been speaking at a lot of events lately and my staff are constantly going to networking and learning events. More often than not there are goody bags given out at these occasions… which is very generous … until you realise that there are in-fact very few “goodies” in them.

The way I see it, goody bags are a great opportunity two fold. Firstly it’s a great opportunity for sponsors, supporters and speakers to have their brand noticed and give something away of value as a teaser for their bigger offering. It’s also great for attendees to walk away from an event feeling like they got real value for money with a little something extra.

If you’re going to give something away, make it count. Make sure it’s on brand. Make sure it’s something you’re proud of. Ask yourself would I be surprised and delighted if I received this. Same can be applied in a number of situations. Think of the environment when producing inanimate meaningless (quite frankly) crap. And think about value / relevance for the customer and positioning / branding for you.

Not one to focus on the negative and not wanting to sound ungrateful, here are a few things that my team and I have received lately in goody bags:-

• Napkins with logo on wrapper from a mortgage broker (Relevance? On special? Bulk deal?)

• Balloons ready for inflation (for the kids? Again relevance?)

• Vouchers 10% off (something we wouldn’t use anyway)

• Mouse-pad – (fair to say more mouse pads in circulation than computers?)

• Stress carrot – now this one got me thinking so I googled it. Apparently it is highly economical, high quality and meets your corporate needs. I’m sorry if a squidgy carrot is the answer to good business, then I’ve just wasted ten years.

I recently attended an event where the MC by their own admission said that the umbrellas they had just given us were cheap and didn’t work at all… could I suggest perhaps when they realised this, they withdrew them from the event rather than aligning “cheap garbage” (their words) with their brand.

Whenever I buy property (and we know that’s not an inexpensive exercise) I am always flabbergasted by what the agent gives me. Last time I received a daggy old key-ring emblazoned with their logo which had fallen out of a beaten up old cardboard box. Along with that was a bottle of nasty champagne (I don’t drink) and a book on the Eastern Suburbs (from the 80’s) with their logo stuck crookedly on the front – I bought in the inner West!

My point to all of this, and if you’ve been following any of my rants, articles, BLOGs, strategies over the past seven or so years, is that I am a little biased towards producing books and giving them away (freemium). They don’t have to cost a lot more than these largely irrelevant promotional products. They provide real tangible and high perceived value. They have longevity. They inspire, teach and educate. They can be customised (professionally) to include your company logo embossed or foil stamped on the front; you can include a tip in page (additional customised page) with a message from your CEO. You can do customised bookmarks, ribbons, cover flaps and a number of other creative applications which makes a beautiful book really intrinsically linked to your brand and values. Again, as I always say, don’t think $30 book – think $30,000 client (see my previous article on Freemium). This applies of course not just to books but also any item of relevance and value that gives people a real taste of the bigger ticket item.

So next time you are thinking of giving something away ask yourselves a few questions. Is this something of value and relevance to the audience? Is it something that is on brand for me and my company and will it act as a lead generator for bigger things. Has it been produced in an environmentally sustainable way (FSC papers etc) or is it some inanimate meaningless object that will just be tossed in the bin? Just some food for thought…x L

Posted on 30th September 2011 by lmessenger in Entrepreneurship

I recently attended the EO University in Amsterdam (www.eonetwork.org).  For an entrepreneur who sees a never-ending smorgasbord of opportunity in the world and who always questions higher purpose it was set to be a dream four days.  It didn’t disappoint.  The theme was Change the World and it was one of the most inspiring, fun filled, life changing times of my life.  Speakers included Mohammed Unis, Peter Schwartz, Joshua Silver, Kofi Annan and Julian Assange. 

There was a common theme of sustainability, simplicity, possibility, peace, prosperity, values, conviction and community. It was all about not being afraid to ask the big questions then challenging the norm and going beyond obvious realities to come up with very simple solutions and answers. The strength of the entrepreneurial spirit was at an all time high and the energy was palpable. 

Throw in 550 entrepreneurs from all over the globe, the allure of Amsterdam and some of the most fun, creative and inspiring Dutch hosts (at times I was jilted back to reality from thinking it was a four day dance party masquerading as a conference) and you’ve got a recipe for one of the best ever events.

It was too great an experience to keep it all to myself. So a few things to share…

The first is a lift out from the conference book of personal change (thanks to Sjaak Vink and the other organisers) which set the scene and if you’re an entrepreneur it may send a shiver through you as it did me:

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them.

About the only thing you can’t do is ignore them. Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push the human race forward! Maybe they have to be crazy.

How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a red planet and see a laboratory on wheels? We organised EO University Amsterdam for these kinds of people.

While some see them as the crazy ones, we see genius. Because the people who are crazy enough to change the world, are the ones who do”.

It was clearly set out at the beginning of the University that on the back of four days of entrepreneurial presence we would collaboratively develop a manifesto that we would take to the world. We did it and it and it reads:

We, more than 500 entrepreneurs, members of the Entrepreneurs’ Organization (EO), gathered in Amsterdam to dream of a future of progress and improvement and the role that we will play in our changing world.

Henceforth, we declare that we will focus our passions on leading our world forward and searching for solutions to its most pressing challenges.

In reinforcing the existing core values of EO, we hereby pledge to the following values for ourselves, our companies and our communities:

Passion, Integrity, Respect, Balance, Authenticity, Leadership, Fun, Trust, Generosity, Courage, Honour, Transparency and Empathy.

From this day forward, we will adopt a new way of doing business.
We are a powerful influence in our world. Our values have great consequences – for ourselves, our children and our society. We will ensure that our values will be central to our entrepreneurial practice. Profit will not be an end in itself; sustainable and innovative entrepreneurship will be an obvious and natural extension of our company’s social relevance.

Entrepreneurs have the courage to make bold decisions that address challenges and deliver desperately needed innovations that will improve the lives of millions. As leaders, we are always searching for new paths, opportunities and possibilities. As intellectual and social pioneers, it is our duty to share our vision for a better world and reinforce our words with action.

We will act in accordance with the values of this manifesto. Collectively, we will embrace a new way of looking at and doing business. We will honour the great responsibility we bear as entrepreneurs, making
sustainable and innovative entrepreneurship integral to our lives, our companies and communities.

We urgently call on the more than 7,000 members of EO to join with us and endorse this manifesto with their actions. Furthermore, we appeal to every entrepreneur globally to adopt the spirit of our manifesto.

Signed, 17 September 2011, Amsterdam”

After an awe inspiring, life changing fun filled week I went into a very deep and philosohopical space. I know for me there is definitely a big groundswell and my team and I are in the process of re-visioning what is our greater purpose.  How, why and what are we going to do to really make an impact and change the world.  Its taken us to a whole new level of thinking and we’re grateful and excited.

I challenge you to do the same.  If you could really do anything to truly make a difference, what would it be and how would you do it.  I’d love to hear your feedback.

Keep loving what you do, questioning, searching, journeying and inspiring by example x L

Posted on 29th August 2011 by lmessenger in marketing

I love social media. I’ve just returned from a national five city speaking road-show for Vodafone’s Horizon Series. What a tour! I was co-presenting a three hour gig each time with the very talented Mike Watkins. I’m pleased to say we scored consistent 9’s and 10’s in every city and I challenged myself and learnt a lot along the way. Lets face it. Its an ever moving, ever changing and highly exciting feast.

Check out this clip on YouTube demonstrating just how quickly it is moving !! http://www.youtube.com/watch?v=3SuNx0UrnEo

The main topics we covered on this particular tour where Hypertargeting, Community and Content, Personalisation & Amplification and The Future. So – a quick snapshot of our 3 hour preso…

Hypertargeting – targeting individual consumers based on their specific likes, interests, locality, age and sex. We primarily talked about facebook as an advertising platform but also touched on linkedin and twitter. A great case study is – Supre – an iconic Australian brand that has effectively used hypertargeting. They were an early adopter of facebook ads and built quickly when ads cost around 2 cents a pop. They currently have 364,559 fans and growing at a minimum of 600 a week this figure will no doubt have changed by the time I post this. Such is the nature of social media. Its an interesting and pertinent lesson in staying ahead of the curve.

What we love about hypertargeting is the ability to really hone in very specifically on people that we genuinely know will have an interest in the brands that we are working with. It’s a highly targeted way of communicating with awareness where people choose to opt in rather than just being shouted at randomly through traditional mediums (TVC’s and the like) which are often expensive and very hit and miss. Check out this clip on what not to do – Advertising v’s The Consumer http://www.youtube.com/watch?v=heSudg-tfIk

The great thing about social media is that you can truly engage with and have ongoing conversations with your customers. This brings us to content and community building. Three things to remember – keep your conversation relaxed, real and relevant. Remove ego and give value. Become an information resource. Make your updates small, digestible chunks of value. You can self monitor this – you’ll know when people are responding or when they are being turned off. Try to emulate your offline (real life) experience with what you are doing online.

Once you have your qualified leads (ie your “likes” are building) you need to decide if you drive them to your website or your social site. The primary difference is that your website may provide instant gratification in terms of an instant sale if that is what your capability and key objectives are. Driving them to your social site (eg your facebook page) will build an ongoing relationship giving you longevity and an opportunity to keep engaging with that customer.

Personalisation is all about greeting your customer by their first name. Check out www.athletesfoot.com.au. You can sign in using facebook for a much more personalised experience. Once you join you will be given options that are just right for you. For example you can join groups on their homepage say for netball, running, travel and so on. That way, when you go back onto their webpage, you will only see information and products specifically related to you. This gives you a very tailored experience cutting out the noise that you simply are not interested in. It takes your page away from being just a static brochure. You can then comment and interact and this information will be posted to your wall. For a brand such as Athletes Foot this is invaluable as it is user generated content thus giving a weighty third party endorsement. If you are interested in something, chances are your friends will be too. Mike was the very clever creator of this page.

This brings us to amplification which is basically all about spreading your brand and message to other parts of the web using social plug ins. Social plugins let you see what your friends have liked, commented on or shared on sites across the web. On facebook have a look at the following:- like button, send button, comments, activity feed, recommendations, like box, login button, registration, facepile, live stream.

This is just such a quick snapshot and overview and I will endeavor to go into more detail on very specific facets over the next few months. Social media is moving at all alarming and exciting pace. Its really important to keep abreast of it. Two of my favs for keeping me across it are www.mashable.com and www.techcrunch.com or for further information contact me lisa@themessengergroup.com.au and we can take a brief for you xx Follow me on twitter: lisamessenger