Ian talks about the importance of "Earned Influence" for a sustainable business and online presence. This Hacker Moment is straight from Ian's SEI (Search Engine Influence) playbook. Earned Influence makes the world go round whilst "Bought Influence" is a bit of a fake it to you make it situation.
"Today I'd like to talk about earned influence versus bought influence.
Advertising is a critical piece and building brand awareness. Don't get me wrong about that. But you need to back it up with an organic and a sustainable online presence. That's just how it is these days. And you probably don't need me to tell you that businesses have been relying on advertising since day one. The thing is, though, in this heavily distracted modern world, it's just not going to work on its own. This whole advertising thing is in a state of flux. It's changing. And people are starting to mistrust what's put in front of them. Can you blame them?
When it comes to search engine...
We've all had to have tough conversations. Inspired by a recent HBR article by Joseph Grenny, Phil talks through how to best approach these conversations (and why it's best not to avoid them).
1. Get your motives right
2. Get your emotions right
3. Gather the facts
4. Get curious
Ian Hopkinson: And here's a word from Phil
Phil Richards: There is probably no one listening right now that hasn't had to have a tough conversation at some point. Often people avoid these situations like the plague. Joseph Grenny in a recent HBR article outlines four key things to do before having one of those tough conversations.
Number one, get your motives right, that is don't maintain the issue. Avoid being driven by what other people think, work out what you really want. For yourself, for the other person, for the relationship, and for the stakeholders.
Number two, get emotions right, change the story, change the emotions that's how it works the story triggers the perceptions, and that...
Our 3 "pseudo-take-aways" or distinct sections in this episode:
1. Humans do business with humans (technology as the great enabler not the focus)
2. How do search engines work these days, where is Google headed?
3. How do we grow our influence online?