This week we are going behind the scenes of MAIC 2015 with Steve Ashley, Vice President of Mobile and Social Products. Not only is he a social media guru, he will be adding father to his resume very soon. He and his beautiful wife Kim, Director of Motives Cosmetics, are expecting their first child in September.
Sitting in Steve Ashley’s office, it’s blatantly obvious that he is an avid sports fan. With his clever, forward thinking mind, Steve’s wheels are always turning towards ways to ensure our teams are ahead of the mobile and social media curve. I sat down with the expecting father’s Duke blue painted office to talk all things mobile and social media.
Where do you see mobile commerce in five years?
“I see mobile commerce certainly larger than desktop commerce in five years. I feel it will be the main driver for digital payments in stores, enhance your shopping experience through the use of beacons, and will be the replacement for most of our wallet as we know it today.”
How has social media evolved since you began here – how has the field’s use of social media changed?
“New platforms pop up every day from 3-4 new companies. You have to play around with each one to see if it’s worth the while. The main players from five years ago (Facebook, Twitter, and LinkedIn) have stayed the same.”
“The field’s use of social media has changed quite a bit over the past five years. The field seems to gravitate towards Facebook and Instagram for prospecting and recruiting. Those platforms are the least intimidating and most accepted by our UFOs. UnFranchise Owners use social media to share what they love, find similar people to communicate with, prospect and recruit people. Social media is utilized as a digital marketing technique and as a way of connecting with prospects rather than cold calling style.”
What piece of social media advice would you offer a new UFO?
“When getting started, do not attempt to sell your business on your profile pages. In order to sell something to your audience you have to earn the respect and the right to do so. First they need to focus on industry information that educates their friends and family on what they’re doing. Then at that point they may earn the right to sell them something.”
What’s your preferred social media platform and why?
“Twitter. It’s how I get news, information and it educates me- every minute I see new information on Twitter. It’s made me better at what I do at my job, more aware of what’s going on in industry news, as well as made me better from a financial investment point of view.”
Do you prefer Apple or Android?
“Apple. There’s only one A in my vocabulary and that’s Apple.”
What’s been your favorite memory from past International Conventions?
“Every convention that we celebrate another anniversary. The reason is simple – every milestone means the company is just that much more rock solid. Not only that, Market America continues to be the future, continues to secure all of our UnFranchise Owners incomes as well as their organization’s income. It’s how I measure success; if you’re continuously reaching milestones and being great it says a lot about your company and where you’re going.”
“The toughest moment I’ve had on stage, without a doubt, was years ago when we did a ‘red light special’ similar to Kmart’s blue light. I remember Marc did a humongous sale for an internet product we had just released that weekend. Sirens started blaring and they were picking up orders in the crowd of excited UFOs. I then went up on stage and for the first ten minutes I was up there, there was complete madness while people were putting in orders. It was definitely the most challenging moment I ever had, talking to myself for ten minutes.”