Julie got me this cup because I always say I’m in “survival mode.” People often ask me when I’ll get out of survival mode. I’m not sure. It seems like I’ve been here my whole life.
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Working to be heard. Finding my voice. Fighting the silence.
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Desiring to be respected. Crying when ignored. Feeling invisible.
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I’m a person. I’m smart. I have ideas. I matter.
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I decide how people treat me. I decide what I accept.
Since October of 2016, when I was asked to speak at WordCamp Cincinnati I have traveled to quite a few camps. In the last 12 months, I’ve grown professionally and personally. To me, this deserved an epic recap.
Yes. That’s ten WordCamps in 12 months. For the balance of 2017, I will also be going to Seattle, Rochester, and US in Nashville.
Let’s get to what I learned.
Lesson 1: You have friends everywhere.
Yes. These people are your friends. Connect on social media. Meet in person. Or meet in person and connect on social media. Either way, meeting people, having great conversations, and keeping that relationship going is good for your mental health and for referring people. We all live off of referrals.
Take selfies. Follow people on Twitter. Stay connected. People matter the most. I promise.
Honestly, before attending WordCamps, I never hung out at a bar. Ever. So, thanks for making me feel comfortable in a bar, WordPress. (This lesson is debated whether it’s a good thing but for the purpose of this blog post we’ll say yes.)
If the bar has craft beer, the food is even better. If they brew their own, they may even have their own root beer!
From March when I had to fly and Uber and check into the AirBNB by myself to going on my first international fight — alone — to Paris — I learned that I can baby step my way into confidence. That was huge. And I knew, that if anything happened, I had a whole community of people who would have helped me.
Lesson 5: Cherish your co-workers when you work remotely.
I love the freedom of remote work. That said, traveling with your coworkers helps so much. There’s more to relationships than weekly hangouts and slack messages can provide. Seriously.
I’ll never forget jamming on guitar with Ben in San Diego or checking out dinosaurs with Kevin in Philadelphia.
I really enjoyed all of the time I got to spend with Ben and Kevin this year, in addition to the local crew: Jason, Devin, and Matt.
People matter. Some days you realize that’s all that matters.
Lesson 6: Slides are great; audience participation is better.
We love slides. But engaging the audience is how they learn best. That’s all that matters. They are the reason you’ve traveled. Make the talk relevant to those people. They’ll remember it.
This is a big one for me. I didn’t ever want to order something and not like it and then go hungry. Traveling to WordCamps has helped me realize that a) I can try something; and b) I can order something else if I need to.
Lesson 8: Go to talks above your skill level or from a different discipline.
We forget about the value of exposure. No, I can’t write in PHP or work with an API or even use ACF. But I understand some of the concepts now. That helps me understand my job and, more importantly, have empathy with my friends and co-workers.
You’ll be surprised from what you do learn. I promise.
I felt bad I had to cancel speaking at WordCamp Sacramento but was glad for a few things. Namely, Matt Cromwell was able to speak for me and I was staying in a great hotel. Room service is the best when you’re sick. And Jen Miller brought me a tea. The thing is we have a team for a reason. It worked out wonderfully.
Lesson 10: The “little things” matter; even in Paris.
My favorite part of Paris wasn’t the architecture, museums, or even the food. It was seeing a sunset over the Seine and explaining to Heather and Devin Walker why it moves me so much.
No matter what happens in the day; it starts over. A sunset is redemptive.
Learn things. Make friendships. Life can be hard. Remember to celebrate the little things because they truly do mean the most.
We were married for my whole adult life — twenty-three years.
We were married when I was three weeks from being 20. “Hey 19” by Steely Dan was our inside joke.
Mercier was my lover, friend, mentor, champion, and pastor.
He was my whole world.
Looking Back
In the first nine months that Mercier died, there were four other deaths. For someone who had little experience with grief, experiencing five deaths in nine months was overwhelming.
My husband
My brother-in-law
My dog
My dad
My nephew
But in the last year, I’ve also traveled to five cities I’ve never been to.
Cincinnati
Philadelphia
Nashville
Atlanta
Chicago
Living on my own — alone.
Besides being a teenager, this is the first full year I’ve lived on my own. Actually alone. Because, dogs don’t count.
I know that I have friends. I have amazing friends.
I know that I have God. Jesus is with me.
But I am alone. That’s not something that can be dismissed. It’s truth.
I alone am responsible to pay the rent, utilities, and other fixed costs. I alone have to shop and do chores. It’s all down to me.
There were days where I didn’t think I could do it.
But I have.
Nice Surprises Along The Way
I’ve had some surprises this year. Good and bad.
I’m working on focusing on the good — the surprise friendships. The deep connection that only that kind of pain can bring. The vulnerable talks, the tears, and the laughter that overcame it.
I’ve learned to travel this year. I’ve learned to appreciate change — though, I’m still not as good at accepting it as I could be.
I’ve learned to look for beauty — even if it’s a reflection of a building upon the glass of another.
I can stand there and say, “wow.”
When the best thing can be taken away, you learn to cherish moments — looking at tulips, taking photos, remembering friends.
Mercier was the kind of person who was fully invested in any conversation he had. I want to live that kind of life.
To me, that’s how I honor his legacy.
So I said goodbye. Again. Alone.
Mercier was my husband. I was responsible for him and he for me.
It was important to me to disperse his remains on my own — alone.
I went to the beach. Talked to him on the way down, softly sung “Amazing Grace,” and carried him into the ocean.
The waves came in and I opened the bag, the cold surf surrounded my legs which felt oddly comforting. I laughed. Mercier would have laughed, too. So, I walked through the surf and let him out. He used to say he wanted to surf in Heaven. This felt right to me.
Being at Peace
So, today was a day to be the independent person Mercier wanted me to become.
Getting leads from social media activity is always the barrier — mentally — for people to accept social media marketing as a legitimate part of their marketing tool belt.
Twitter, my favorite of the social media networks, allows you to do so much of your marketing ask: brand awareness, customer engagement, customer service, promotion, discovery and validation, and, of course, sales.
And with sales, I say this. Stop expecting first-click leads.
[bctt tweet=”Stop expecting first-click leads from Twitter. They’re never first-click anyway.” username=”bridgetmwillard”]
You’ll never get first-click leads from Twitter.
I say never, but it’s probably an exaggeration. Asking social media to solve your lead-generation problem is short-sighted at best.
First of all, it will fail — miserably. Secondly, your focus on leads will cause you to consciously or even subconsciously make decisions out of fear and desperation. Those are almost never good decisions.
[bctt tweet=”Desperation shows fear. Customers can smell that. Be positive and helpful instead.” username=”bridgetmwillard”]
Pardon a crude example but to put it bluntly, getting leads without effort is like hiring a prostitute for sex. You may solve your immediate needs but you’ve built no relationship, have poor client expectations, and will only have favors for money. That’s not a realistic view of social media marketing or a good way to build a reputation.
If someone asks me about ROI one more time, why I’ll …
No seriously. When people ask about return on investment (ROI), I think they don’t understand the term. Because they don’t.
I break down relationship marketing into three main areas: affinity, discovery, and validation. These principles can be applied to nearly any social network, but for the sake of brevity, I’ll talk about Twitter.
Who doesn’t want to be liked? Where do you ever shop, voluntarily, where you’re not treated well?
Affinity is so important, Yelp’s entire business model relies upon it. Good experiences create good reviews. Conversely, bad experiences, horrible reviews.
In the movie, Pretty Woman, the main character isn’t treated well in Beverly Hills. Confessing to the manager, who isn’t delighted with her either, she says that people were mean to her.
Discovery is the process by which someone finds you. Easy enough concept. With Twitter, especially, people search for what they are looking for. They search trends, hashtags, and keywords.
By using relevant, keyword-like hashtags, you can be found by current and potential customers.
Use hashtags like you would search in the yellow pages to be more successful on Twitter. I suggest geolocation (like #OrangeCounty) and categories like #automotive or #plumber. This allows people to find you — we call that discovery.
Customer Validation
Validation is the process by which people check you out after discovering you. This may be an introduction at a Meetup or after they hear you present at a Chamber of Commerce.
People will search for your name and see what comes up. Have you done a search? What are the results?
[bctt tweet=”How did you make your last buying decision? Did it involve a search?” username=”bridgetmwillard”]
Google your name. Seriously. But do it in an incognito window. Go a few pages deep.
When a customer discovers you, you are on the path to getting leads from social media. This is part of their journey. The journey to a lead begins with a thousand Google searches. Well, maybe five. You get the point.
How do you optimize the validation process?
You can optimize the validation process by publishing good content that matters to you and your audience.
I shouldn’t post about real estate. Why? Because I’m not a real estate professional or a mortgage broker and I don’t do social media for that industry. Real Estate isn’t bad; it’s not relevant to me.
What is relevant is social media strategy, tips, and WordPress community posts.
Where are these things published? I publish on my blog, I post on Facebook, I tweet, I write posts on Medium.com, I am a guest author for friends, I appear on podcasts and shows, I participate in my industry.
[bctt tweet=”Public participation online is publishing. What are you publishing?” username=”bridgetmwillard”]
The validation process is the final process of getting leads from social. They like you. They’ve found you. They’ve searched for you and believe you are credible and trustworthy.
Where did the lead really come from?
Now they pickup the phone and call you.
How did you record that lead? Was it from your phone number, the website, or a tweet where you congratulated a peer? Did you ask?
Affinity, discovery, and validation are all important steps in getting leads from social; and first-click is never really the first click.