Page 65 - DLIS402_INFORMATION_ANALYSIS_AND_REPACKAGING

Information Analysis and Repackaging

Notes This could include anything from creating online “clubs” or “friendships.” It may mean showing
your interest in their offerings through your public posts on their pages. Or, it may be simply
responding that you got and appreciate their comments.

Authenticity and Value
People are busy. If they feel your posts are self-aggrandizing, overly exaggerated, smoke and mirrors,
and not worth their time, they’ll tune out quicker than you can sign into your account.
It’s OK and welcomes to present valid news and updates about your company. Signed a new contract
Great! Make sure your audiences know about it. Your employees volunteered at a homeless shelter?
Commendable! Make sure your audiences know about it. You’re offering a two-fer? Terrific! Make
sure your audiences know about it.
Keep in mind that it’s OK to not post anything for a while if you have nothing substantial to announce.
Customers will appreciate the “silence” more than if you were posting irrelevant information. The
more authentic you are and the more value you bring to your audiences, the more likely they are to
continue to engage with you.

Listen and Learn
If you could get inside your customer’s head (figuratively speaking, of course) to learn what he was
thinking, would you take that opportunity? If you did, would you respond to those insights by
validating your findings, then taking any necessary and appropriate actions to meet those needs
and wants?
An extension of the Engagement phase is to listen to (or take note of) your audience’s input and
learn from it. You’ll gain valuable information about how your customers feel about your products
and services, and possibly how they feel about your competitors’ products and services. When
warranted, validate this information through surveys or other research, and take action when
necessary, remembering to be authentic. Don’t make promises you can’t keep and don’t be reactionary
by extending your business in a direction it’s not meant to go in.

Brand is Tantamount to Success
To create YOUR unique, differentiated elevator pitch:
(1) Build on your accomplishments
(2) Highlight one or two interesting facts about your experience and successes that are easily
told in a short amount of time
(3) Be prepared with more details, other examples, your business card and your calendar in
case those you are meeting are compelled to find out more about you!
Your elevator pitch can change depending on your audiences and your current situation. It doesn’t
have to be a story or anything shocking, and it certainly shouldn’t be out of character for you. But it
should be a distinctive expression of what you do that sets you apart from others who share your
“space” in the business world.
Examples may be, “I was the first person at my organization to implement Web 2.0 technology,
leading to a 45% increase in sales,” or “I patented a product to keep food fresh longer, which also
helps me in my catering business,” or “I help more than 65 at-risk students stay in school and
achieve a better life.”
For me, I’ve been successful in my own business by leveraging my most recent successes to engage
new acquaintances. Whether you are self-employed, work for a multi-national corporation, or are
head of your child’s PTA, a compelling elevator pitch will set you apart and move you in the right
direction for creating your personal brand and, ultimately, increased success.

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