@MACKFOGELSON

http://www.saatchiart.com/art/Painting-How-to-Bake-A-Cake/208506/212097/view

Building your Business

on Meaning and Purpose3 Steps to Growing an Authentic Community

Traveling Vineyard Harvest 2014

http://www.saatchiart.com/art/Painting-How-to-Bake-A-Cake/208506/212097/view

@MACKFOGELSON

Life looked a whole lot different before I had two of these. These are my kids: Ryan and Easton.

RyanSabrina

6

@MACKFOGELSON

Ryan is 6. Shes about to start first grade. She can swim in the deep end and read chapter books. Shes a little CEO in the making.

EastonJames

3.95

@MACKFOGELSON

And this is Eason. Hes almost 4. As of this spring, he can ride a big boy bike without training wheels. Just this week hes decided that Spider Man is in fact an actual profession and thats what hes gonna be when he grows up.

@MACKFOGELSON

http://www.publicdomainpictures.net/view-image.php?large=1&image=21750

My husband Jon and I were married 8 years before we decided to have kids. So, before Ryan and Easton. There was bliss and freedom. No kids. It was paradise.

http://www.publicdomainpictures.net/view-image.php?large=1&image=21750

@MACKFOGELSON

There were no Cheerios to vacuum out of my car. (I dont care who you are. If youre a mom, you have Cheerios in your car).

@MACKFOGELSON

There was no pressure getting dinner on the table because Eastons hungry and cranky and a severe meltdown is brewing.

@MACKFOGELSON

No sleepless nights because Ryans in the bathroom puking every 45 minutes. No cleaning poop stains out of underwear because their arms arent long enough to wipe properly. No packing lunches at the end of a 14 hour day where I just want to sit on the couch and have a glass of wine.

@MACKFOGELSON

There was no having to ask 300 times if Easton would please just put his pants on so that I could possibly make it to work before this time tomorrow.

@MACKFOGELSON

But over the last 6 years, and in the midst of going through all of these glamorous and wonderful things that they never tell you about before you actually become a parent, something happened. I just started to feel like life was accelerating at an incredible pace and I wanted to make the most of it.

@MACKFOGELSON

And so, two and a half years ago, we made a change. Instead of building websites, we wanted to help businesses put meaning ahead of money. We wanted to help these companies focus first on their higher purpose. What they really stood for at their very core of their company- beyond sales and revenue.

Companiesneed to

possess these3 things.

@MACKFOGELSON

That meant that these companies would have to be willing to use marketing very differently. Not just as a tactic or a hack, but as a lifestyle. And that takes a very special company. So we identified 3 characteristics that we knew they needed to possess in order for this approach to work.

@MACKFOGELSON

1The aspiration required to build a better business.DesireThese companies must have the desire to build a better business. It isnt always about the money. Its about making someones life better. The lives of your employees as much as it is about your customers.

@MACKFOGELSON

2The compassion necessary to put others first.HeartThese companies had to have heart. This approach isnt about self-promotion and hard core selling. Certainly this approach would help them make money. Its just that these companies would want to create something that people really wanted to be a part of (and tell their friends about). They were willing to put others first.

@MACKFOGELSON

3The driving force essential to enduring the tough stuff.PassionAnd lastly, and most importantly, these companies had to have passion and also be willing to do the work. This approach is not easy. This building a better business stuff takes a lot of time and hard work. They needed to have the passion so that they would drive forward when the work was hard and they wanted to quit.

We were meaning & purpose.

@MACKFOGELSON

seekingWe realized that if we found companies like this, who had Desire, and Heart, and Passion, it meant that our team would have purpose in their work beyond money.

@MACKFOGELSON

And it also meant that we got to spend our days with passionate people and companies who we really cared about. And when you work with companies and people like that, success is inevitable.

We wantbetter businesses.

@MACKFOGELSON

to buildAnd so that was it. That was what we wanted to do. We knew we wanted to help companies build better businesses.

@MACKFOGELSON

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And so we developed a process that would help companies build their brands and the communities in a very meaningful way. It didnt put the focus on the tools like social media, or content, or email marketing, etc. (even though we do in fact use those tools). It put the focus on accomplishing goals for their WHOLE business.

@MACKFOGELSON

Marketing shouldnt be about tactics.Marketing should be about building a better business from the inside out.

When you start from goals, marketing isn't about tactics. It becomes integrated strategy that helps you build a better business from the inside out.

Put theon the people.

@MACKFOGELSON

focusAnd in order to do that, you have to put the focus on your customers (Thats you. Thats everyone who works at Traveling Vineyard. Thats your guests, thats the friends of your guests). You have to care about them. You have to listen to them.

Put theon the passion.

@MACKFOGELSON

focusYou need to ignite a passion that people are attracted to and really want to be a part of.

@MACKFOGELSON

Communities are not built by businesses.Communities are built by people.

Communities are built from a passion that people feel about something. Youre part of this community because youve found other people who share the same passion. The passion to contribute to your own well-being and happiness and of your family. And be around other people who also care about those same things.

@MACKFOGELSON

Traveling Vineyard isnt about selling wine.This company is about changing lives.

Although there is a passion for wine inside of this community, the passion that has been ignited with Traveling Vineyard is not about wine, its about changing peoples lives. The lives of women (and men) that youve been hearing over the last few days.

@MACKFOGELSON

what are we working on with Traveling Vineyard?

So I want to switch gears for a little bit and talk about what Mack Web is helping Traveling Vineyard to do.

@MACKFOGELSON

So the first time I met Rick and Huib, I knew they had Desire, Heart, and Passion. I remember sitting in the Traveling Vineyard office with them as Rick told me story after story, and showed me pictures, of just a few of the more than 1,400 (mostly) women who were all part of this wine selling thing.

@MACKFOGELSON

And as I listened to these stories, It was clear that Traveling Vineyard was about a whole lot more than selling wine. It was about these incredible people who had found meaning and purpose in their lives by starting businesses of their own through the Traveling Vineyard.

@MACKFOGELSON

Are you sure she works for

Traveling Vineyard?

So when I went to their website and I saw this:

@MACKFOGELSON

What about these guys?

And this.

@MACKFOGELSON

Who the heck is this?

And of course, this, I thought, who the heck are these people? These are not the people from Rick and Huibs stories. From what I was seeing on the outside, there was no way to experience the difference that Traveling Vineyard was making in all of these peoples lives.

@MACKFOGELSON

And so the transformation began to bring Traveling Vineyards insides to the outside. As I explained to Rick and Huib when we first met, our work with the Traveling Vineyard isnt really about marketing. Its about telling their story. Your stories. And fostering this incredible community of people that already exists.

@MACKFOGELSON

So that instead of seeing this.

We seebehind the passion.

@MACKFOGELSON

the peopleWe see the real people who are behind all of this passion thats at the root of this company. If we can communicate that passion, we will ignite that same passion in other people and attract them to this community and build Traveling Vineyards business.

@MACKFOGELSON

So instead of that stock footage, we see Kirby. We hear her story about the difference that Traveling Vineyard has made in her life. How her life has changed.

@MACKFOGELSON

We see Kristy and we hear her story (which is different than Kirbys). These stories build a connection with other people who also share that passion and want to be part of this community.

@MACKFOGELSON

So over the next several months, and over the next several years, well be working on a whole lot more than that. Were going to be building some content on the blog and on the website and doing all kinds of things offline to provide you with the resources you need that will help you build your businesses. So that we can show what success looks like in real life.

Wereon goals.

@MACKFOGELSON

focusing

And so were focusing on two very important goals for our work with Traveling Vineyard.

Increaseleads.

@MACKFOGELSON

quality

1) Were working to attract more quality leads. More people like all of you who have that passion and want to have meaning and purpose in their lives as well.

Moveforward.

@MACKFOGELSON

leadership2) Were also working on moving Traveling Vineyards industry leadership forward. What that means is really being the example. Theyre a company with Desire, Heart, and Passion and they will show other companies what it means to build a better business.

This is acommitment.

@MACKFOGELSON

long-termAnd this stuff doesnt happen over night. This is more than a new logo and beautiful website. Its more than telling these stories. Theres a lot of work to be done to bring the inside to the outside. So just like I tell Rick and Huib, this a minimum 2-3 year process to START this transformation both on and offline.

@MACKFOGELSON

Communities are built from the inside out.This is a lifestyle, not a tactic.

Traveling Vineyard already has what it takes to be a great company, but for a long, long time, their outsides have not matched their insides. So were helping Traveling Vineyard improve what is already there. Were guiding Rick, Huib, and the Traveling Vineyard team as they build a community of life-long customers and a brand that you can all be proud to be a part of and build a business with.

Ourbegins today.

@MACKFOGELSON

journeyThis is going to be a long, hard-working, and extremely rewarding journey. Its a new approach thats truly about building a better business and better lives for everyone who is part of this organization and community. We are all a team and we need to work together to make it great. And it starts here, today.

@MACKFOGELSON

how can you build your business and your community?

So that all sounds pretty great. Hopefully this makes you really excited about what were working on with Traveling Vineyard because the more their brand grows, the better it is for your business. But lets talk more about you. How you can use these same things to grow your business and your community.

Build yourcommunity

by doing3 things.

@MACKFOGELSON

There are 3 really important things to do when youre working on building your community.

@MACKFOGELSON

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Set Goals

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There are lots of things I could teach you today about building community and your business, but here are three really important ones: Set goals, be human, and listen.

@MACKFOGELSON

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Well start with setting goals.

@MACKFOGELSON

1Be intentional about what you want to accomplish.Set goalsFunny thing about goals is that when you dream them up and write them down, you actually get them accomplished. When youre working on growing your business and building a community, youve got to start from goals.

@MACKFOGELSON

Set Goals What do you want to

accomplish in 3-5 years, 1 year, this week, today?

And when youre setting goals, you want to think both long term and short term. What do you want to accomplish: In 3-5 years? In 1 year? This week? Today?

@MACKFOGELSON

What do you want for your business, your family, yourself?

Dont just think about goals your business. Break it down to what you want for your family. What do you want for yourself? Maybe you want to hit a financial goal. Maybe you want to become a better leader. Maybe you want to spend more time with your family.

@MACKFOGELSON

When Im setting goals for the business, I involve the team. Every quarter we gather at my house to identify goals for the company and what we really want to achieve. It keeps us focused on what we want to accomplish long term, but we also break it down into actionable steps that we can take so that were actually working toward those goals weve set.

@MACKFOGELSON

For my family, one my my goals is to spend more quality time with Jon, my husband. It seems silly that I would set this as a goal, but because the business will always require so much work, I really have to make an effort to carve out this time for us.

@MACKFOGELSON

And I also want to have the means to take my family on more vacations. Also working on that goal of spending more quality time with my husband and also my kids.

@MACKFOGELSON

I do have a shoe problem. And in addition to going on vacations and enjoying my family, Id also like to enjoy some more shoes. May be silly, but its a personal goal for me to have the means to have some fun and support my shoe habit.

@MACKFOGELSON

Most importantly my goal for me long-term is balance. And taking care of myself. Working out. Eating great. Not letting work take over every inch of my life (even though I love it). I really want to focus on taking care of me. Set a good example for my team and may family. And thats certainly a goal Ill continue to work on long term.

@MACKFOGELSON

Where would you like to be in just 1 year?

Sometimes setting visionary goals for that 3-5 year period is too far away. So in addition to that visionary goal, think about the shorter term. Where would you like to be in just 12 months? At the end of this year, what do you want to have accomplished? Once youve identified that, you can even break this down into 9 months, 6 months, 3 months even so that you have a bit of a road map.

@MACKFOGELSON

What will you do this week that will get you closer?

So that when you get ready to face the week, you know what youre working toward based on these longer term goals youve set. What is it that you are going to accomplish that helps get you one step closer to that 1 year goal? Your 3-5 year goal? It helps to bring the vision down to reality.

@MACKFOGELSON

What will you do today that will make a difference?

How about today? Be intentional about your time. When youre on Facebook, have a mission or youll be on there all day. Time yourself. Spend your time engaging and building relationships and then move on to the other important things that you have to accomplish in your day so that youre working toward those goals youve set.

@MACKFOGELSON

I have made a promise to myself to be very specific about the time I spend during my day. Theres always so many meetings. so I block out time to get work done so I dont have to work at night and I can work toward accomplishing my goals.

@MACKFOGELSON

Set Goals Whats the first step? Break it down. Start

somewhere. Start small.!So when Im setting goals, I like to break them down so that I actually know how Im going to accomplish them. And sometimes, all that takes is determining that very first step. Break it down into that first phone call or even just searching something on Google.

@MACKFOGELSON

Set Goals Who can you ask for help?

Theres always someone who is willing to open a door.

Probably the most important thing about setting and accomplishing goals is thinking about who can help you. Think through your network of friends and supporters. Do you know someone who may know someone who can help?

@MACKFOGELSON

Dont be afraid to ask.Even if it seems like a long shot.

- Sheryl Sandberg, COO Facebook

Dont go it alone and dont be afraid to ask for help. When I started Mack Web, I knew nothing about business. In fact, I have two English degrees. Ive learned everything about growing this team by reading blog posts, books, going to conferences, and asking friends for help.

@MACKFOGELSON

Set your goals and identify what success means to you.

Make sure that when youre setting goals youre also identifying what success looks like. What package does your success come in? Sometimes your reward is contrast. Clarity that something isn't right for you. Is it more time with your kids? Breaking a financial ceiling you never thought you'd hit?Just remember that success comes in different packages. Keep your expectations in check.

Alwaysto your goals.

@MACKFOGELSON

go backAlways stay rooted in goals. When youre feeling stuck or like things are not going the way youd like them to, go back to goals. Go back to those indicators of success. Reevaluate, define your steps, and continue moving forward.

@MACKFOGELSON

Setting obtainable goals is key to happiness.Instead of perfection, we should aim for sustainable and fulfilling.

- Sheryl Sandberg, COO Facebook

And always bring it back to purpose and meaning.

@MACKFOGELSON

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OK so goals are really important to building your business and your community. And so is being human.

@MACKFOGELSON

2People like people who are authentic and genuine.Be humanSocial media is about people. Its about being a real, actual human that other people can relate to and trust. Along with that passion, thats what really builds a community.

@MACKFOGELSON

Be Human The people who are winning

on social media are those who have earned trust.

The people who win on social media, and the people and companies who are able to build a community around their passion, are those who have earned trust by being authentic and genuine and are living up to the promises their brand has made.

@MACKFOGELSON

Its not about the numbers. Its about the connection.

And the thing to remember about social media is that its not about the numbers. Its not about building this huge group of people just so that you can sell them something. What you want are people who listen, participate, and engage.

@MACKFOGELSON

Be Human Make an effort to

actually care about the people around you.

Your ultimate goal is to build a network of people who think highly of you. People who respect you. People who view you as a knowledge source. People who know they can came to or call when they need help. You want people to feel connected to you.

@MACKFOGELSON

Dont make it about the sale. Whats important to them?

How do you do that? Dont always make it about the sale. Dont shove your business card into someones hand. Ask about them. Talk about their lives and whats important to them. If you can focus on being authentic and genuine, you will attract sales. Just be human and make an effort to actually care about people.

@MACKFOGELSON

Be Human Have a balance

between your professionaland personal side.

That starts with being a human yourself and showing your personality both on and offline. When youre with people in person, its easier to earn their trust and understand that youre authentic and genuine. But thats not always the case online. You want to make sure your human-ness is being communicated effectively online.

@MACKFOGELSON

Lets take a look at Kirbys profile on Pinterest. She has a great photo and her bio says: Wine Consultant - The Traveling Vineyard she then has a link to her website and her bio page. Nothing wrong with any of that, but what if Kirby revised her bio a bit to include her personality, to show her authenticity, her passions, and things that actually make her human.

@MACKFOGELSON

Before

After

Here we see Kirbys loves: wine, food, and life.but especially being a mom. This shows who she is and makes her approachable and friendly. Someone whos easy to connect and reach out to. This makes her human.

Good wine, good food, good life. As a Traveling Vineyard Wine Guide & Wine Tasting Mommy, I get to enjoy them all. (I love talking about them, too. Hint, hint.)

@MACKFOGELSON

Same thing here on Twitter for Kiersten. Her bio talks about her job at Traveling Vineyard. Which is fine, but it doesnt help us understand anything about Kiersten as an authentic and genuine human.

@MACKFOGELSON

Trying new wines, learning wine things, making wine money. As a Traveling Vineyard Wine Guide, I get to do it all - on my own schedule. Jealous?

AfterBefore

!This keeps Kierstens personality in the mix but changes the focus just slightly to be more authentic and less sales-y which will provide a better chance of a connection with Kiersten.

Be who both on and offline.

@MACKFOGELSON

you areSo the big takeaway here is that you really have to work to help people trust you online. Show them that youre human just like you would offline.

@MACKFOGELSON

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Set Goals

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So weve talked about setting goals and being human. When youre working on building your community (and your business) the most important thing you can do is listen.

@MACKFOGELSON

3Always remember that this is not about you.ListenThis is the hardest step. Youre the one whos responsible for making things happen in your business. Youre setting goals. Youre taking the action steps. You have an agenda that you want to accomplish. You want to be in control of how things are going to go.

@MACKFOGELSON

Listen Youre not the most

important part of the customer equation.

But remember the importance of being human. And when it comes to building relationships with people, (especially online) the most important thing to remember is that youre NOT the most important person in the relationship. Youve got to put the focus on them.

@MACKFOGELSON

Listen Is there anything

you can do to make their life better?

Talk to your customers. Ask them what they think. Is there anything that would help make their lives easier? Is there something they want to learn more about? You actually need to ask them what they need.

@MACKFOGELSON

What is your biggest problem?How can I solve it?

- Sheryl Sandberg, COO Facebook

When you put your customers needs first, when you serve others, you will build your community and your business.

@MACKFOGELSON

Listen Show them youve listened

with action. Provide the value theyre seeking.

After youve received that feedback, show them that youve listened through action. Dont make this about you. Make it about the value you can provide your customers. Heres how

@MACKFOGELSON

Try the 4-1-1 rule: 4 pieces of curated content 1 re-share of anothers content 1 self-promotional item

Theres a ratio here that you really want to balance. So the majority of the stuff youre doing is not all about you. Youre focusing on the conversation and providing value.

4 piecescontent.

@MACKFOGELSON

of curated

So lets look at an example of each of these. In terms of curated content.

@MACKFOGELSON

Youll want to make sure youre listening to your customers and understanding what theyre really passionate about. Wine? Probably. You can then read blogs like Vine Pair or Wine Folly who provide a lot of value that your customers would probably love. If youre a team leader, you can share blog posts on leadership and taking care of your customers.

@MACKFOGELSON

And then share that value on social media and give credit to the source. This does two things: 1) it provides your audience with valuable content (that you didnt have to create because someone else wrote it). They feel good about you. Youre smart. This helps them to feel more connected. 2) It helps to forge a connection between you and the person who wrote the content. People like to feel special. When people know you find them valuable, they are more likely to feel connected to you (and this is one of the ways to grow friendships and relationships online).

1 re-shareanothers content.

@MACKFOGELSON

of

@MACKFOGELSON

So heres an example of a re-share or RT from Traveling Vineyard. We RT something that Deanna shared that had @homegoods tagged in there. This is going to be really relevant and valuable for Traveling Vineyards audience and because Home Goods is in the tweet, their social media team will see that Traveling Vineyard shared it. Now it may take some time to turn their head, but it wouldn't be such a bad idea if Home Goods then decided to follow Traveling Vineyard and share their content and the great things theyre doing.

1 self-item.

@MACKFOGELSON

promotional

@MACKFOGELSON

So heres an example of amore self-promotional tweet. Traveling Vineyard was sharing something about Harvest. And there was still value in this tweet because theyre trying to get others to be able to participate in the fun (whether they can come to Harvest or not) so theyre providing the hashtag.

@MACKFOGELSON

When I share curated content, I like to write something clever to explain the value in it that shows my personalty. I also like to include images wherever possible (people like images).

@MACKFOGELSON

And I also try to share something personal. But again, follow that 4-1-1 rule so that you have a balance between making it about you and making it about them. Its that ratio that Im not talking about myself all day long, Im providing value, that overall, Im doing things that really benefit my audience and make it about them.

Make are really listening.

@MACKFOGELSON

sure you

You just want to make sure youre really listening to what they want rather than what you want for them. For example

@MACKFOGELSON

When youre posting your stuff on social media, youre hearing what your audience really wants. Look at what people are liking, sharing, or commenting. Weve found that the Traveling Vineyard community on Facebook likes recipes. This recipe had 18 shares and 20 likes.

@MACKFOGELSON

And they REALLY like when we share quotes. On this one alone there were 48 shares and 78 likes.

@MACKFOGELSON

They also really like graphics like these. 169 shares and 104 likes and a ton of conversation. You just need to listen to what they respond to and adjust accordingly. Make it about them. Keep testing out your balance for your 4-1-1 ratio.

Your goala conversation.

@MACKFOGELSON

is to spark

Its easy for people to like things. Its harder to get them to have a conversation with you. To be engaged. To participate.

@MACKFOGELSON

Try different things. And try things that get them talking. For this post, we shared a quote from the article we were sharing. Fewer people liked and shared this, but it sparked a little conversation and connection. Makes them feel like youre listening.

@MACKFOGELSON

Try asking questions to spark conversation like this on Twitter.

@MACKFOGELSON

Or like this on Facebook. Start a sentence and let your community finish it. So try lots of different things, but really make sure youre listening.

@MACKFOGELSON

Show them you listened through action. Take the online offline. Id make some sangria for her. Or find another recipe in another week or two and share that with her online. Bring some recipes to your next party. Or find a recipe thats similar to what they said they liked and seek them out to share it with them on social media. You just have to listen and paying attention to what theyre saying.

@MACKFOGELSON

Listening is a dynamic process.Make the effort to adapt.

And dont do the same thing day in day out. Experiment with different things not only on social media but at your tastings and listen. Then apply what you learn.

Listentheyre really saying.

@MACKFOGELSON

to what

Just remember to listen. Dont just do what you want for them. Put the focus on what they actually need.

@MACKFOGELSON

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Set Goals

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And so Im going to challenge you to do all of these things. Set your goals. Work on being authentic and genuine both on and offline. Really listen and provide value and dont make it about you. Thats what its going to take to build your community. And thats just the start. Were going to be helping you and Rick and Huib along the way so that we can continue to teach you these things and really help you grow your business. Its going to be a lot of work, but its going to be worth it.

http://bit.ly/community-building-guide

@MACKFOGELSON

Your guide

If you want some more guidance on building your community and your business, we have a guide that will help you. Always feel free to reach out to us. Were happy to help.

http://bit.ly/community-building-guide

@MACKFOGELSON

So this is a photo wall that we built at Mack Web. We put this up to remind us why were here. The people and the things on this wall are what really matters to us. This is why we work so hard. This is what gives us meaning and purpose in our lives. And doing all of the things that I have talked about today, those are the things that have helped to build our company over the last few years. And doing these things have made us successful. Its taken a few years, but its really working. Which makes me feel really good because

@MACKFOGELSON

I really want to continue taking care of this team.

@MACKFOGELSON

And I really want to make sure Im always focused on taking care of this team.

@MACKFOGELSON

The secret is, there is no secret.Just do the best you can with what youve got.

- Sheryl Sandberg, COO Facebook

Owning a business and being a mom is hard, hard work. Its a continuous journey of self-discovery. You learn what you can handle, how much you can endure. You learn that you possess courage and the ability to take risk and that you do in fact have the courage to sustain it. Remember to stay rooted in the goals youve set. Dont compare yourself to anyone but you. Start small. Dont give up. Provide value. And most importantly, have a purpose for doing this besides money. Remember that youre not just selling wine, youre changing your lives.