Field of Dreams, is one of my favorite films, based on one of my favorite novels, Shoeless Joe by W.P. Kinsella. Throughout the movie a “voice” gives Ray Kinsella instructions that might be good instructions for us all, particularly in relation to marketing and how we use Social Media. (And yes, I know the story is fiction and a fantasy…but indulge me here a little, ok?)
1. “If you build it, he will come” – This is what starts it all off and causes Ray to plow under his crops and build a baseball field right in the middle of his corn fields. Irrational? Yes. But the point is, we sometimes need to step out and do something in order to make something else happen. A lot of businesses are afraid to venture out into the Social Media waters because they see it as new, different, and untested. But the goal is to build communities in order to bring people to you. This is what “inbound marketing” is all about: helping people find you…rather than going out and having to find them yourself. By building the field, Ray created a place for Shoeless Joe to play. And the beauty of it is, if you create something with others in mind, word will get out. Social Media is the digital version of word-of-mouth. Note this conversation from the movie:
Joe: Can I come back again?
Ray: Yeah, I built this for you
Joe: There are others you know. There were 8 of us. It would mean a lot to them.
Ray: Yeah, anytime, they’re all welcome here…
Bring someone into your community, make them happy, and you’ll reap the benefits.
But for some companies, this is all they do. They need to heed the next voice…
2. “Ease his pain” – When Ray hears this phrase he isn’t sure whose pain he is to ease, and in fact it could apply to many of the characters in the film/book. But again I’ll take liberties and put my own spin on it. Many businesses operate solely on the “If you build it, he will come” principal, and think that all they have to do is create something, and then sell it. But the fact is, if we are truly in tune with our customers, and not focused on the bottom line, we will create products that are actually wanted and needed. Ray didn’t build the field on a whim. He built it because there was a need for it. The players wanted it. Social Media is about listening. Ray heard the need and responded. He didn’t just come up with the idea on his own. Listening allows you to be responsive to your customer’s needs and provide great customer service. It’s also a great way of doing market research. Are you listening to your customers and delivering what they want?
3. “Go the distance” – Ray hears this voice while attending a Red Sox game. The key here is to complete the task. Despite the absurdity of it all, he is supposed to see this thing through. For too many, they treat Social Media as if it were a web site. They build their online properties and just let them be. But you need to go the distance. Whatever your goals, Social Media is a process, not a once and done thing. If you blog, you need to blog regularly. If you use Twitter, Facebook, LinkedIn, or some other platform, you need to be present and active. There is no end. Are you willing to commit to a solid Social Media program and keep it going?
If you listen to the voice, and do things properly, you will reap the benefits. Your online communities will flourish and prosper. You’ll forge relationships built on trust.
And in the words of character Terence Mann: Oh… people will come Ray. People will most definitely come.
