I just finished reading What The Dog Saw by Malcolm Gladwell – his latest book with a collection of his best articles from the New Yorker magazine. It is a wonderful book that I will explain in a later post, but one of the articles on Ronco’s uber-pitchman Ron Popeil struck my social media chord.
While reading the story of how the chop-0-matic represented a different way of chopping onions and liver, I thought about the parallels of how social media is disrupting business. The chop-o-matic required consumers to re-think the way they prepared food which is similar to how social media is causing companies to re-examine how they do business today.
So, how do you persuade people to disrupt their lives and adopt a disruptive technology? As Malcolm Gladwell points out:
Not merely by ingratiation or sincerity and not be being famous or beautiful. You have to explain the invention to customers – not once or twice but three or four times.
Just as Ron Popeil did in his informercials for the Chop-O-Matic, the best way to get enterprisewide social media adoption is to show people exactly how something works and why it works. Then you have to tell them precisely how it fits into their routine and demonstrate that it is easy to do despite the notion that it is revolutionary.
The key takeaways for me are that social media practitioners must continue to:
- think like a pitchman (just like Ron Popeil)
- pound away with simple explanations and demonstrations of social media
- show that social media is easy to do while pointing out how and why it works
- maintain a “patient” passion for social media