Guerrilla Social Media Marketing – Positioning
This is another (unedited) excerpt from the new book Jay Conrad Levinson and I are writing:
A guerrilla positioning story tells your specific niche the following:
1. What your corporate values are and what you represent
2. What you offer and specifically what business you are in
3. What makes you unique, and distinct
4. What you do better than anyone else
5. Who loves to do business with you (your target markets)
Guerrillas position through stories and conversations
The first step in positioning through social media is to get to know your audience intimately. Commonly referred to as social media monitoring tools, guerrilla intelligence tools allow you to sort through the millions of possible blog posts, Tweets, and videos honing in on relevant conversations by your target market. Once this target market has been identified, and their true needs, wants, communications style and culture has been determined then the conversation begins. It’s not a sales pitch, it’s a series of questions, value added content, and engaging conversations using multiple social media. Over time each of these little interactions forms and tells your positioning story. How you answer questions, share information and produce content must be consistent with your brand and the positioning story you want to tell.
Guerrilla Social Media Marketing – Copyright 2010 Jay Conrad Levinson – Shane Gibson & Entrepreneur Press
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Guerrilla Social Media Marketing – Truth
Here’s another excerpt from the book I’m working on with Jay Conrad Levinson.
Truth:
Marketing is the truth made fascinating. Guerrilla social media marketing is about using all of the tools available to tell your fascinating brand story in a way that drives trust, consent and profits. With that said, guerrillas tell the truth and they tell the whole truth. With social media networks and platforms the millions of people that inhabit them quickly detect lies or half-truths. Misinformation or false pretenses can be profitable in the short-term but over the long term not telling the truth will destroy the customer’s trust, credibility and ultimately your fragile reputation.
Copyright 2010 - Jay Conrad Levinson, Shane Gibson and Entrepreneur Press
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13 Social Media Tips in 140 Characters or Fewer
- Momentum can cause friction. Don’t be moving so fast that you forget your community.
- To build a big network, build many interconnected communities.
- If you’re going to be disruptive aggressive and edgy you also have to be able to take what you dish-out; with a smile!
- A social media listening strategy has to be applied on-going and consistently if you want to maximize ROI.
- Google Buzz isn’t just another feed aggregator. Use it to deepen conversations with existing relationships
- Contrast keeps people interested. With your blog and twitter content vary tempo, topic and format.
- Retweets are great ways of measuring engagement… but a making someone laugh is better IMHO.
- Consistency is a key factor in building your brand, stay present, stay on message, keep listening
- Build your own affiliate or loyalty program to reward your super fans and advocates.
- Have an integrated marketing plan that includes social media. All media work better augmented
- Social media tools are mostly free, but time isn’t. Allocate necessary time to make the tools work
- As you invest time in social media marketing and networking attach it to a goal and be purposeful in your interactions.
- While you were tweeting your competitor got our from behind their computer and met with your potential client.
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Guerrilla Social Media Marketer Attribute #6
This is attribute #6 of the Top Ten Attributes of a Guerrilla Social Media Marketer. (unedited excerpt from my upcoming November 2010 book published by Entrepreneur Press and co-authored with Jay Levinson):
#6) Free and Variable
It is important to use free digital give away’s that have real value and customer benefits. Then of course we need a variety of paid options to upgrade to. One size fits all doesn’t work anymore, people want very personalized options tailored to their particular taste and desires.
Lego.com effectively applies the concept of free and variable and is profiting greatly from it. Using soft steps to gradually build consent from the customer is a key guerrilla strategy. Starting with free and highly interactive games kids and adults alike quickly develop a loyalty and positive association to the Lego brand and the toys in the game. There’s not one, two or ten games; there are dozens with varying complexity and appeal.
Of course the real winner is the free Lego DesignByMe downloadable software. This digital design software allows the user to virtually build Lego models using thousands of Lego pieces that are stored in it’s database. The user can rotate a 3D model in any direction adding pieces, color and functionality and also calculate the exact cost of building and purchasing the model they have built. Once they are happy with their unique design, which fits their personal budget they then can even design a custom box cover and packaging. Lego will put all the pieces in the customer-designed box, complete with instructions to help the customer put together their model in real life and then they ship it to them directly from the factory.
The software has a social aspect as well, allowing members to add friends, and also share and vote on designs. There’s also several ways users can share their designs with friends and family who may want to purchase the custom Lego for them as a gift.
Free digital give away’s build trust and allow the customer to experience our brand without risk. With trust we can garner consent to communicate and market to them. Variable customized options make it easier for customers to purchase and re-purchase. In the case of LEGO there’s always a new, exciting model to be purchased because the options are limitless.
Copyright 2010 Shane Gibson, Jay Conrad Levinson and Entrepreneur Press
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Guy Kawasaki + Olympic Hockey Tweetup in Vancouver Holy Kaw!
It started with a tweet from Jason Baker. He had been in contact with Guy Kawasaki and Guy wanted to meet the local twitter community at a Tweetup. Guy is here in town until Sunday morning enjoying a gauntlet of Olympic Hockey. Jason contacted Stephen Jagger and I and asked if we could put something together. A Tweetup is a loosely organized meeting of people who are connected on Twitter. (Tweetup in-depth explanation here) The purpose is to take all of those virtual online connections and meet offline to cement relationships, share ideas, or in this case cheer on Team Canada. We contacted several venues and found that the Caprice on Granville would host us and our Twitterati for a Hockey celebration — but we had to bring 200 people of course. With less than a week to plan Stephen, Jason and I enlisted the help of the International Internet Marketing Association and Social Media Club Vancouver. A couple people started the idea but once the ball was rolling the community really self-organized and we easily met and exceeded the 200 person number by the first period of the Canada-Switzerland game this past Thursday.
Although we invited the world, most people were local that attended; I have never seen a Tweetup of this size in Vancouver where everyone came out to connect in person. What the Olympics has done is give us Vancouverites a reason to relax, connect more often and have more fun. What was great of course is that Canada won (sorry my Swiss friends) and Guy Kawasaki the most Tweeted about personality online showed up after the game to say hello. Over all it was a fantastic demonstration of how social media and virtual connections can create real community and real relationships. For more Tweetups in Vancouver visit “VancouverTweetup.”
Victory Goal Video (by @jlate)
O’Canada Video (by @jlate)
Photos
The Fashion Police Were Obviously Not Present
Mitch Baldwin of Social Media Club Vancouver at the Caprice
Marc McPherson @marcmcpherson from Builddirect.com
Vancouver's Social Media Community Tweeting Up for Team Canada
@jason_baker @guykawasaki @shanegibson and friends
@cybelenegris & @guykawasaki
Shane Gibson is co-author of Sociable! How Social Media is Turning Sales and Marketing Upside-down and is an active member of the Vancouver Board of Trade and Social Media Club Vancouver. Learn more about Shane at http://ShaneGibson.tel or follow him on Twitter @ShaneGibson.
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Podcast Interview: What They Don’t Teach You At Stanford Business School – Larry Chiang
Podcast: Play in new window | Download
Photo Credit Terry Chay
Today’s podcast is an interview with Larry Chang author of What They Don’t Teach You At Stanford Business School. Larry is also a seriously Sociable! guy and can be found organizing after parties at some of the biggest social media and cultural events from South by South West to conferences at major universities across North America. In fact Larry may be the 3rd best party guy and networker I have met. (Sociable! Book Launch Party). In this interview Larry and I talk about topics you don’t learn in business school such as Man Charm, how to land a super star mentor and sales skills.
Larry’s book sold out it’s first printing on Amazon but you can register for updates at Amazon by clicking on the book below:
What They Don't Teach You at Stanford Business School
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A Big Thank-you for Helping Make the Sociable Book Launch a Huge Success!
A big thank you to all those that came out to the Sociable! Book launch party.
The event was a massive success with over 500 people through the door of the V Lounge in Yaletown.
Thanks You!
PHOTOS:
Have you seen the pictures from the launch party?
You can see them here – http://www.facebook.com/SociableBook
We will have a video from the event shortly, watch http://www.sociablebook.com for it!
Do you have photos you took at the party? We would love to see them, just upload them to our Facebook Fan Page
http://www.facebook.com/SociableBook
BUY SOCIABLE!
Didn’t Get A Chance To Buy Your Copy of Sociable! ??
You can buy Sociable! at:
Amazon.com – http://bit.ly/9OoplU
Hager Books – 2176 West 41st Avenue, Vancouver, BC – 604-263-9412
Bulk Purchases - http://www.sociablebook.com/BuyTheBook.ubr
SPONSORS:
The Sociable! Launch Party could not of happened without our sponsors. A big thanks to:
Event Sponsor:
Amuse Consulting – http://www.amuseconsulting.ca
Media Sponsors:
TechVibes – http://www.techvibes.com (marketing support)
6SMarketing – http://www.6SMarketing.com (marketing support)
Jeremy Lim – http://www.jeremylim.ca (photographer)
FreyBurg Media – http://www.freyburgmedia.com (video)
Cruiser Tables:
HootSuite – http://www.HootSuite.com
SplitMango – http://www.SplitMango.com
Mobio – http://www.mobioid.com/
SiTek – http://www.sitek.com
Kaerus – http://www.kaerus.ca
JustTheBill – http://www.justthebill.com
SPEAKING:
To hire Stephen and/or Shane to speak at your next conference or event please contact us at http://www.sociablebook.com
Thanks again so much for your support!!
It was a really fantastic night and we could not have done it with out you all.
Sincerely,
Steve and Shane
http://www.sociablebook.com
http://twitter.com/sociablebook
http://www.twitter.com/sjagger
http://www.twitter.com/shanegibson
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12 Social Media Tips under 140 Characters
These are social media tips under 140 characters that I have posted on Twitter over the past week or so. For those of you who may have missed some, I have put them into an archived list here on my blog. Add your own tips and comments in the comments section if you would like. Here’s my 12 social media tips under 140 characters:
- Stay curious and you will stay current.
- Momentum is hard to build and easy to lose. When things start to rock… ride the wave and keep pushing.
- Have a goal or theme and build a monthly calendar around your social media activities
- Crowdsourcing still requires leadership to take ideas and turn them into action. Don’t just create fans, equip leaders.
- Fresh valuable content beats perfect outdated content every time. Use tools that help you publish easy and fast.
- Understand tools like friendfeed, tumblr, and ping.fm. They can help you syndicate your messaging for maximum reach.
- search engine optimization helps people find you. Integrate an SEO plan with your social media plan.
- Have a set of guidelines and a social media training program for your staff to ensure that you maximize results.
- Being transparent has it’s downsides, make sure you can walk your talk. You’re always on stage.
- Evaluate your strategy as if you were looking through your customers eyes. Ask “So What?” a lot
- “There is no failure only feedback” – @fredshadian
- Create spaces (Ning, Buddypress etc.) for communities to form. Creating positive community is great for business.
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Podcast – Helping salespeople get smarter with digital assistants and technology
Podcast: Play in new window | Download
Amacus
Today’s podcast is with sales technology thought leader John Cousineau who is President of Innovative Information the creators of Amacus. John and I have had a number of coffee chats and debates around why and how to use technology and social media to improve sales performance and customer experience. The nexus of sales and social media seems to be happening in the CRM and Social CRM space. The question is it happening fast enough and making things more efficient or is it just giving sales people more buttons and buzzwords to worry about.
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159 Social Media Tips From 2009 in 140 Characters or Less by @shanegibson
If you follow me on Twitter you know that I like to tweet social media tips. This is a collection of social media tips under 140 characters that I tweeted out in 2009. It’s not all of them, just the ones I personally archived. They are chronologically organized from most recent to oldest. You will notice a consistent theme but also somewhat of a change in thought process as well. The reality is social media and our attitude toward it has changed a lot in 12 months. Here’s my 159 Social Media Tips in Under 140 Characters for 2009:
- Improve the way you use 5 tools 10% each. Cumulatively it will have a big effect.
- Easy access to tools like blogging raises the bar for those who want to lead, lots of competition.
- Take massive action when you see a trend that may have large growth potential. You won’t win them all… but one will do.
- The best medium is the one your customer likes, use multiple media.
- There will be platforms you visit and platforms you call home. Make sure you own your home.
- Be open to feedback, be open to being wrong. Defensiveness isn’t all that social.
- Hone in on and focus on engaging people. Help multiply each other’s vision.
- When teaching people talk in variable rules and principles not universal ones. Nothing is forever…things move fast.
- Many people will quit, shun and criticize social media marketing when they realize it’s actually about leadership.
- Dear Agency/Marketer/Sales Guy, if we wanted marketing and pitching we’d watch TV.
- If you keep changing your message you will keep starting over. Experimenting with your strategic brand is not good.
- Social media works better when it’s incorporated holistically with your entire set of marketing tools.
- Before listening to someone’s social media tips or advice use social search to verify their credibility.
- Leadership is influence (John Maxwell) and influence is measured based upon the change and action we create.
- Use Twitter lists to let people know you’re listening.
- Consistency, conviction, passion and focus are needed to see a social media plan succeed.
- Best short-cut for results: focus on people, relationships, & psychology not gimmicks and clicks.
- Not listening to your customer = Brandicide (Brand Homicide) do you have a social media listening strategy?
- Once you find a conversation about your brand encourage it to spread by creating and hosting places for dialogue.
- Social listening strategy comes before social media content strategy.
- Most social media efforts are abandoned long before their results can be measured.
- Integrate your tools in your marketing but also measure the effectiveness of each tool individually.
- Social Media Trend: More people realizing that social media success is about leadership not technology.
- Social Media Trend: Simultaneous translation in mirco-blogging and collaboration platforms.
- Social Media Trend: Mobile social apps aggregating multiple social networks and media into one place.
- Aggregate your client and prospect list and develop nano-casts for each nano-segment.
- Social media can be used for retaining, developing and prospecting clients, all aspects of the sales cycle.
- Get out of your industry vacuum when building strategy. Look for SMM concepts that can be adapted.
- Want to make good connections? Make value added, thoughtful comments on their blog.
- Teach your clients about social media, help them get online. It creates more dialogue opportunities.
- Make it real at least twice a week. Meet offline in person with contacts.
- Research and test the latest platforms but don’t go down the rabbit hole.
- Teach people the principles of leadership before teaching them how to use Twitter or blogs.
- Meetup.com is best used for community events. Using it just to promote your product or company will have minimal results.
- Your great idea or blog post, is being written in 10 different languages by other people right now.
- Any system or company bent on being exclusive versus inclusive will fail.
- nstead of writing headlines write engagement lines.
- As a leader, make the journey look fun & share your joy. People will want to follow the path.
- “Nothing happens until someone tweets something.”
- Being a thought leader is just as much about selfless contribution as it is about unique dialogue.
- You don’t have to like or use every tool to be successful.
- Social Media Trend: Brands now need to think global social etiquette when planning their social media strategy.
- Unique, brief sound bytes produced consistently can yield great results.
- Once in a while ask your FB and Twitter friends for help. See who steps up. This will tell you a lot.
- Make a list of people who support you online. Develop a strategy to reciprocate.
- Use your experience in social media to predict areas of growth in new regions and niches. Then pay it forward.
- You may be awesome blogger but does the world know? SEO, social networks, offline promotions are needed.
- Make your events that you promote about the community. Education and collaboration trump pitches.
- “Think what’s in it for me?” from your target market’s perspective.
- Using more than one channel / stream shortens your brand engagement curve.
- Defining your target market and goals is easy, engaging them is the challenge.
- The numbers are exciting but they’re just numbers until you make it real and build good relationships.
- Engagement is not just about listening; it’s about empathy, rapport, and making people feel heard.
- Engagement is the goal, social media are the tools.
- Thank people who comment on your blog via e-mail or twitter. Let them know you’re listening.
- Search engine optimization can help you rapidly grow your network and connections. Get good at it.
- Develop a list of your top connections/influencers and make sure you’re connected on multiple networks.
- There is a Trend: Condensed writing, short videos all getting shorter.
- Blogging tip. Pick a theme or topic for the month. Plan 7-10 blog entries that build up to 1 core message, event, or action.
- Have a series of steps planned and measured to track and develop relationships.
- One of your final steps in the social media sales process is to connect offline, on the phone, or at least one on one virtually.
- Use http://www.backtype.com/ to search blog comments about you, your blog or a topic.
- Social media is too new for Gurus. We’re all amateurs! That’s what makes it fun and open.
- Social Media Phases: Adoption, Population, Pollination, Aggregation, Splintering, Commercializing, and Globalizing.
- Social media is here to stay and has more relevance and power everyday.
- Embracing and understanding how to use social media is a core life skill, leadership skill and career building skill.
- Social media is social. It’s about helping people connect to people using technology, it embodies truly what the internet was intended for.
- Social media is not just about technology, it’s a new way of leading, thinking, and connecting with other people.
- Social media belongs to all of us. An ordinary consumer, a front line employee, a political activist in Iran all have access and a voice.
- You need different messaging for client retention than you do for attraction.
- Statistics tend to be a history lesson. Growth and human behavior are rarely linear. Listen to customers and staff.
- Use social listening tools: http://www.collecta.com/ http://www.twitority.com/ http://socialmention.com/ http://www.twazzup.com/
- Develop a social media policy and set of guidelines to keep your team on track and on message.
- You can force someone to be social, you can only give them the tools and training.
- Worry less about selling and more about connecting and rapport.
- Read Free the Future of a Radical Price before launching your next marketing campaign.
- Read “Ignore Everybody” by Hugh Macleod if you want to tap into your social media creativity.
- Spend time each day promoting and contributing to another blogger’s success.
- What works for you now will only keep working until it is no longer unique. Keep innovating.
- Polish your work too long and someone will move first with a less perfect work but they’ll get the credit. Publish first.
- One day we will look back at “social media” as a buzz word. But the best practices will still be in use.
- Seeing someone as a competitor is old economy, seeing them as a peer and a fusion partner is key.
- Talk and listen to small nodes or groups of people in your larger niche network. Niche broadcasting is not enough.
- Contribution, help and kindness are your social currencies which can get you access to great people and great networks.
- Want to implement your social media plan fast? Think collaboration not committee
- All the details, plans and tools don’t mean much unless you understand people.
- A sense of curiosity and willingness to experiment can lead to some positive serendipitous discoveries.
- Stop focusing on being a social media rock star, focus on building a community and a list.
- Develop an understanding of the Long Tail http://longtail.com Think variable not universal when building strategy. Nano-casting and the “Long Tail” are key.”
- Types of social media ROI include: improved staff engagement, quicker response to business challenges, increased frequency contact with clients.
- Social Media results could also be: increased revenue, more customer data, increased store (real world) traffic, press, improved customer service.
- Looking to hire a social media expert? Look for proof that they have done more than just build traffic and followers.
- Words to use in a social media job posting: track record, business experience, well networked, project management experience.
- There is a lot of hype. Look for truth, verify information and execute with dependable tools and strategies.
- Use give away’s that have real value with a variety of paid options to upgrade to. Think customization and options.
- Permission to connect has put the power in the consumers’ hands. Seek and then treat that permission like gold.
- When I join your facebook page, give you my e-mail or follow you on twitter those are examples of “permission to connect”
- Some people like lengthy whitepapers, others learn best through video, audio or text updates. Use variety.
- Measure engagement levels, revenues, value added interactions. Big numbers in views and traffic can lie.
- Bad customer feedback is a branding opportunity if you handle it right.
- If you can’t be relevant, at least be entertaining!
- Visit sites outside of your industry and interest areas for new ideas.
- Constantly look for ways to contribute and you will never run out of marketing leverage.
- Social Media should be integrated or synced with other marketing activities.
- Social media is not rocket science. Forget the big words and focus on listening and connecting intimately.
- It’s kind of like dating. Don’t ask someone to marry you on the first date.
- Your goal is to become referable; to become credible, and to build a following through value added interactions.
- It is not about getting referrals; it is about becoming referable.
- There are many ways to get followers. A good question to ask is: “How do I create quality connections on Twitter?”
- Ning.com is a great social networking tool. What it enables you to do is create your own private network for anything.
- Pay it forward. Teach people about social media and they’ll tell other people about you.
- Resist the temptation to fill your Facebook friends inboxes with daily marketing. They will tune you out.
- Break long blog posts into a series of short-posts, it will increase your page views and be more engaging (except this one of course)
- It’s personal reputation and brand building that makes us approachable, people want the real deal.
- When you’re reaching out to thought leaders in the social space you need to tap into their motivations.
- Pre-scheduled tweets and blog posts can help you reach audiences in different time zones.
- Use http://www.tubemogul.com to distribute video to Youtube, Viddler, Vimeo etc. all at once.
- Use http://hootsuite.com to manage multiple twitter accounts and schedule tweets into the future.
- It feels great to know people are listening to us and that they care. Let your customers know you’re listening.
- If done right social media will become a part of your business process not a separate addition.
- Spend at least as much time listening as you do broadcasting.
- It’s called “social media” for a reason. Be prepared to interact consistently.
- You can’t win the game focusing on the scoreboard. Focus on the game of engagement and the traffic will come.
- Losing followers is okay, measure the engagement level of who is still here to see how you are doing.
- Have a goal, measure results, measurement provides feedback and improvement.
- The internet has always been about helping people connect to people (@nickusborne)
- Pay it forward. Help, teach. guide and be patient with people new to the scene. [Tweet This Tip]
- Study people who are credible with the type of clients you want to attract. Model their strategy.
- Marketers aren’t always synonymous with community builders, traffic and followers isn’t always equal to credibility.
- If you’re an old school e-mail marketer or pitch artist, there’s some habits you will need to unlearn.
- Before you start your campaign define your market and their pains.
- Everyone and every company gets off message once in a while. Refocus and learn from it.
- Leaders of large “Tribes” need to have thick skin and a tolerance for noise.
- Continually tweak and update your Linkedin profile, your network will be notified.
- Social media is changing so quickly that if you stop too long to smell the roses you’ll be out of touch.
- Try a new platform each month, video blogging, FaceBook, tumblr etc. Curiosity can lead to great discoveries.
- You can’t make a robot network for you at a party, why do you think they can do it for you on the web?
- Some un-follows are strategic. People want to know if you’re really listening.
- You can’t please everyone. But know who you are trying to connect with. Get in sync with your audience.
- http://www.ping.fm updates FaceBook, Brightkite, Twitter, tumblr and Linkedin statuses all at once
- Focus on a specific theme in your social media for extended periods of time
- Your blog is your home base, all social media should feed your home base
- Social media is 90 % contribution and connection 10 % marketing and sales
- Social media belongs to the people, they get to make the rules not the marketer
- Have a social media policy for your company. Help your people be effective and on message
- Promote other people’s dreams. It builds community, loyalty and brand for you
- “Marketing is a process not an event”- @jaylevinson Blog, tweet and talk about solutions to people’s pains and challenges
- Social media tools like twitter are listening tools more than they are broadcasting tools.
- Nano-cast to many small niches instead of broadcasting to everyone.
- Learn to break up large blog entries into many smaller entries. It’s more user friendly
- Take time each month to update your major social media profiles, use key words that your prospects would search for
- Use social search like http://search.twitter.com and http://blogsearch.google.com to listen to your customers
- Each social network has it’s own etiquette FaceBook type behavior doesn’t work on LinkedIn
- Answer people’s comments on your blog, or @ replies in Twitter. Social media leadership is about bi-directional communication.
- Think twice, click once.
- Take it off-line, book in person meetings or hold events for your online social media contacts
- Use an assortment of tools, it geometrically multiplies efforts
- Always be asking where are we going? What is the next Twitter or FaceBook going to be?
- Use a mixture of content on your blogs, top 10 lists, photos, video, audio, guest bloggers, and polls…
I’m excited about what this year has to hold. While the big talk and focus is on Social Media ROI the real trend in my opinion is the realization that social media is a leadership tool. I’m looking forward to seeing many leaders amplify the good things they are doing in 2010 using social media. Happy New Year!
Download a free Chapter of Shane’s new book in PDF or MP3 Format.
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10 Social Media Tips Under 140 Characters
Here’s a summary of social media tips I have posted on Twitter over the past week. They’re usually inspired by conversations, client questions or things I have observed that work well or don’t work at all. I like to archive them for those of you who don’t want to sift through my very noisy Twitter stream to find the gems. Here they are:
10 Social Media Tips Under 140 Characters
- When teaching people talk in variable rules and principles not universal ones. Nothing is forever…things move fast.
- Many people will quit, shun and criticize social media marketing when they realize it’s actually about leadership.
- Dear Agency/Marketer/Sales Guy, if we wanted marketing and pitching we’d watch TV.
- If you keep changing your message you will keep starting over. Experimenting with your strategic brand is not good.
- Social media works better when it’s incorporated holistically with your entire set of marketing tools.
- Before listening to someone’s social media tips or advice use social search to verify their credibility.
- Leadership is influence (John Maxwell) and influence is measured based upon the change and action we create.
- Use Twitter lists to let people know you’re listening.
- Consistency, conviction, passion and focus are needed to see a social media plan succeed.
- Best short-cut for results: focus on people, relationships, & psychology not gimmicks and clicks.
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