March 15, 2015 by
- 50% of business owners have increased their time on social media
- 55% state they use Facebook, Twitter and the other major platforms for customer acquisition and sales leads
- 60% say they see no results (source: Forbes)
Why do so many companies put so much time into activities that don’t produce results?
A paradox is an absurd or seemingly self-contradictory statement that, when investigated, is well-founded and true. These facts say there is a paradox (or paradoxes) about the way businesses use social media. Because spending so much time and seeing no results makes no sense.
Some social media paradoxes to explain these paradoxes are:
- Social media is perceived to be an end when it is a means to an end
- Social media is so attractive because it is the least social form of communication
- There is no such thing as a strategy for social media; there is only a business strategy in which social media fits
The Socio-media-logy chart above illustrates a social media paradox. Although to “run” is the fastest way to get someplace, the paradox is companies would see better results with social media if they took the time to “crawl” and “walk” first.
Here are 6 insights into the social media paradox.
- BUILD IT AND THEY DON’T COME: On average, there are 1,500 stories that can appear in a person’s Facebook News Feed each time they log onto Facebook. Even Facebook says their organic reach is declining. Over 2,000,000 blog posts are written and 864,000 hours of YouTube videos are uploaded every day. Your business may expect if you build, your audience will come, but the numbers say they don’t.
- TARGETING INVOLVES KNOWING WHERE TO AIM: It doesn’t matter how many social networks your business uses if you don’t where your target customers are most likely to be So, before you began, a little research goes a long way. Look at the social presence and growth of your competitors on their social networks. See what thy post; what is commented on and shared. Listen using keywords about your industry or brand using a social search engine like Topsy or HootSuite. Profile what social networks are used most often on Social Searcher; what days of the week, what time of day and when content is most shared on BuzzSumo.
- INFLUENCE COMES FROM KNOWLEDGE OF WHAT IS PERSUASIVE: 15,100,000 consumers go to social media before making purchase decisions. 81% said friends social media posts influenced their decisions; 79% like a company Facebook page because it offers discounts and incentives; 44% of women trust their favorite blogger. Do you know what’s likely to influence purchase decisions for your brand? Are you doing it?
- PERSUASIVE CONTENT TEACHES SOMETHING NEW: Social media is the least social channel if it is used to broadcast information that is put out on non-social channels. That’s why it’s most effective use is usually for a purpose not meet by other marketing channels. One that is socially oriented. Customer service, product in use demonstrates, new usages, crowd sourcing new ideas and customer feedback are just a few of the ways social media can be used to teach something new and amplify your selling proposition.
- TRUST IS BUILD WITH CONSISTENCY: Research shows that 42% of consumers who complain on social media expect a response within 60 minutes. 57% expect the same response time at night and on weekend, even if it’s not during normal business hours.Being reliable, honest, timely and showing integrity and qualities that build trust. They happen not in a single occurrence but by showing up authentically day after day, week after week and month after month. They pay dividends in good times and in bad.
- IF YOU CAN’T MEASURE IT, YOU CAN’T MANAGE IT: You can’t determine what is successful until success is defined. Success doesn’t have to involve a whole new nomenclature either. For example, it can be done with: 1) Reach = a measurement of the size of audience you are communicating with; 2) Engagement = the total number of likes, shares, and comments on a post; 3) Conversions = he number of people who achieved a desired result and 4) Sales = did your business make any money? It can also be done with just a couple of analytic tools like Google Analytics and Buffer.
Does this explain the social media paradox? Did it teach you something new? Does your business need help with the social media paradox?
March 07, 2015 by
In 500 B.C., Sun Tzu, the Chinese military general, strategist and philosopher who wrote The Art of War said you can’t win a war without a strategy and tactics. Why? Great tactics win battles but great strategies win wars.
That wisdom is just as applicable today. Whether it’s war, marketing, sales, research, business intelligence or personal, both are inextricably linked and co-dependent.
Sometimes, when people are creating a plan, there is confusion about whether something is a strategy or tactic. It’s important to know. As Sun Tzu states, the wrong application can influence the outcome.
Strategy or tactic? Here are 21 ways to tell the difference.
- Strategy is an idea; tactics are actions
- Strategy fulfills your predetermined goals and objectives; tactics and the things that make it happen
- Strategy is a plan for reaching a specific goal, while a tactic is the means you use to reach the goal
- Strategy does not depend on brilliant tactics for success; but even the best tactics can’t compensate for a lousy strategy
- Strategy identifies clear broader goals that advance the overall organization and organize resources; a tactic utilize specific resources to achieve sub-goals that support the defined mission
- Strategy is long term and changes infrequently; a tactic is short term and flexible to market conditions
- Strategy uses experience, research, analysis, thinking, then communication; a tactic uses experiences, best practices, plans, processes, and teams
- Strategy produces clear organizational goals, plans, maps, guideposts, and key performance measurements; a tactic produces clear deliverables and outputs using people, tools, time
- Srategy is the thinking aspect of planning a change; tactics are the things that get the job done
- Strategy requires a deliberate allocation of resources in a given direction; tactics are the choices one makes when executing a strategy – they are the means to an end
- Strategy answers the question: “Who are we?” Or, more specifically, what is it that we stand for. A tactic answers the question, “What do we do?”
- Strategy is done above the shoulder; tactics are done below the shoulders
- Strategy helps you understand outcomes and helps predict future outcomes; tactics are steps you take
- Strategies are a broad look at how a company will achieve its objectives; tactics are very detailed plans which must take into account the specifics of a tactical environment
- Strategy addresses the “why” of an operation and tactics address the “how”
- Strategy focuses on the big picture, the highest level scope of a particular unit in a given mission; tactics focus again on the small scale for a given unit
- Strategy is a matter of figuring out what we need to achieve, determining the best way to use the resources at our disposal to achieve it, and then executing the plan; tactics are the art and science of winning engagements and battles
- Strategy is proactive, and looks for the future. It focuses on the long term; tactics are any movement done in order to achieve a momentary goal
- Strategy and tactics are different, related, and intertwined. You won’t succeed with one and not the other
- Strategy is a general plan before the encounter and tactics is the way the strategy is played out
- Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat
Did this explain the differences between strategy or tactic to you? Does it help you with your plans? Are you applying them in the right way?
November 15, 2014 by
- Only 50% of a presentation is remembered after 10 minutes
- Only 25% by the next day
- Only 10% within a week (source: Jack Malcolm)
Even though you sweat and toil over a presentation, the facts indicate your audience quickly forgets most of it.
So what do you do to stand out? Make you audience remember? Achieve the goal of the presentation?
10 experts give their top criteria for killer presentations.
- FRAME YOUR STORY: There’s no way you can give a good talk unless you have something worth talking about. Conceptualizing and framing what you want to say is the most vital part of preparation. When I think about compelling presentations, I think about taking an audience on a journey. A successful talk is a little miracle—people see the world differently afterward. – Chris Anderson, Curator of TED
- HAVE GOOD MATERIAL BEFORE GOOD PRESENTATION TOOLS: There are lots of fantastic presentation software options including Power Point, Keynote and Prezi. Whatever tool you use, do not rely on it too heavily. What truly matters is the content and your delivery. The best use of any presentation tool is to help organize your thoughts. Successful speakers know the material well enough to work from scribbled notes as much as a glitzy presentation. – Meaghan Edestein, Global Strategic Management Institute
- PUT THE BOTTOM LINE UP FRONT: I’ve seen many presentations where the story is dragged out and tension is built, as if the person was trying to make a movie and build to the climax. But most people appreciate getting to the climax quickly without lots of buildup or foreplay. It isn’t a movie and it isn’t sex — people are busy and need to deal with the issue and then move on. – Mark McMillan, McMillan Leadership Association
- FIND THE PERFECT MIX OF DATA AND NARRATIVE: Most presentations lie somewhere on the continuum between a report and a story. A report is data-rich, exhaustive, and informative—but not very engaging. Stories help a speaker connect with an audience, but listeners often want facts and information, too. Great presenters layer story and information like a cake, and understand that different types of talks require differing ingredients. – Nancy Duarte – author of Resonate
- MAKE THE COMPLICATED SIMPLE: A confused mind NEVER buys, so focus on finding ways to make you the most OBVIOUS choice. – Michael Bremmer, Telecomquoates.com
- HAVE A CONVERSATION, NOT A PRESENTATION: No one likes being presented to. Fortunately, they do like engaging in conversations. Relationships are the heart of leadership. Further, relationships must be two-way, born of interactions. So, you and I should stop making presentations. Instead, we should engage in conversations with the people with whom we are communicating.- George Bradt, PrimeGenesis
- FOLLOW THE 10-20-30 RULE: I am evangelizing the 10/20/30 Rule of PowerPoint. It’s quite simple: a PowerPoint presentation should have ten slides, last no more than twenty minutes, and contain no font smaller than thirty points. I am evangelizing the 10/20/30 Rule of PowerPoint. Ten is the optimal number of slides in a PowerPoint presentation because a normal human being cannot comprehend more than ten concepts in a meeting. You should give your ten slides in twenty minutes. In a perfect world, you give your pitch in twenty minutes, and you have forty minutes left for discussion. Force yourself to use no font smaller than thirty points. I guarantee it will make your presentations better because it requires you to find the most salient points and to know how to explain them well. – Guy Kawasaki, Venture Capitalist
- CHUNK YOUR PRESENTATION TO CREATE PAUSES: Many people will advise that you talk slowly when giving a speech. Quite simply, chunking is forcing yourself to break your speech up into chunks of words, making pauses a necessary step before moving onto the next chunk. – Meghan Keaney Anderson, HubSpot
- USE A STRONG VISUAL ON EACH SLIDE: Fill the screen with a single, engaging photo or graphic that illustrates your point. Pop a word on top of it to alert the audience to what you’re about to discuss and to keep you on track. Images also increase retention and recall. – Karl Gude, Creative Process & Visual Storytelling Instructor at Michigan State University
- LEAVE THEM THINKING: A great speech is one that inspires the audience to think about a subject from a fresh perspective. As soon as you’ve gone, your audience is likely to turn its attention to other things — perhaps to presentations competitive to yours. Leave something to remember you by. – Kenneth Roman and Joel Raphaelson, authors of Writing That Works
Presentations are a means to an end. If you’re presentation nails it, you’ll get there. If it doesn’t, you’ll be left wondering. Does this help you create your next killer presentation?
September 27, 2014 by
This is my 239th blogpost. That may be more than some, but not as many as other bloggers I know.
Like others, this blog began as an outlet for expression. I was starting a business. Like others who have followed this path, I said if not now, when. Only the when was in the midst of the worst recession since the great depression. This blog became a way of coping and putting values and beliefs out there when not much was coming in.
Writing helped me through hard times. Circumstances improved. Today, this blog is one of our most valuable assets for a full service digital (digital, social, mobile) consultancy and agency that build brands using proven relationship principles and ROI.
Research shows I’m not alone. How? Here are 10 studies that show writing helps health and well-being.
- PUTS YOU IN TOUCH WITH YOURSELF: Scientific evidence supports that journaling provides unexpected benefits. The act of writing accesses your left brain, which is analytical and rational. While your left brain is occupied, your right brain is free to create, intuit and feel. In sum, writing removes mental blocks and allows you to use all of your brainpower to better understand yourself, others and the world around you. – PyschCentral
- MAKES YOU MORE OPTIMISTIC: People in a study who expressed gratitude in writing once a week for two months were more optimistic about life (and, interestingly, exercised more), compared with people who didn’t. – Harvard Business Review
- REDUCES STRESS, AIDS IMMUNITY: Writing about difficult, even traumatic, experiences appears to be good for health on several levels – raising immunity and other health measures and improving life functioning. – American Psychological Association
- SPEEDS HEALING: Writing down your thoughts and feelings after a traumatic event can actually make physical wounds heal faster, according to a study from New Zealand researchers. – Scientific America
- INCREASES RESILIENCE: Studies show that writing during difficult times may help you find meaning in life’s challenges and become more resilient in the face of obstacles. – University of Minnesota
- HELPS YOU SLEEP BETTER: Spending just 15 minutes a night writing down what you’re thankful for could do wonders for your sleep, according to an Applied Psychology: Health and Well-Being study. Researchers found that study participants who wrote down a list of things they were grateful for before bed experienced longer, and better, sleep. – Psychology Today
- DECREASES ILLNESS: In one study, five months after writing, a significant interaction emerged such that writing about trauma, one’s best possible self, or both were associated with decreased illness compared with controls. – Southern Methodist University
- REDUCES DEPENDENCE ON DRUGS AND DOCTORS: In a study of college students, one group wrote about personally traumatic life events for 15 minutes on four consecutive days. The other group of students wrote about trivial topics. Compared to those who wrote about trivia, the students who wrote about traumatic experiences used fewer pain relievers over the next six months. They also visited the campus health center less often. – Aetna
- HELPS CANCER PATIENTS THINK DIFFERENTLY ABOUT THEIR DISEASE: A study showed that expressive writing could help cancer patients not only think about their disease in a different way, but also improve their quality of life. – The Oncologist
- IMPROVES OVERALL HEALTH AND WELL-BEING: Participants who wrote about their deepest thoughts and feelings reported significant benefits in both objectively assessed and self-reported physical health 4 months later, with less frequent visits to health centers and a trend towards fewer days out of role owing to illness. – Pennebaker Study
In many of these studies, participants wrote for as little as 15 minutes a day but did it regularly. Is this investment in writing worth it for your health and well being?
September 22, 2014 by
Digital marketing planning is no different than any other marketing planning. In fact, companies shouldn’t separate plans for ‘digital’ and ‘offline’ since that’s not how your customers perceive your business.
But we’re often required to have plans for “digital” based on the way teams and reporting is structured within companies. A way of aligning the two needs to happen at the start. It’s likely to facilitate buy-in for both that way.
To get you going in the right direction, here are 7 core criteria when creating a digital marketing plan.
- FOCUS THE PLAN AROUND CUSTOMERS, NOT PRODUCTS AND TACTICS: Always start with the customer, their characteristics, behaviors, needs and wants, often expressed through keywords. Create Buyer Personas to establish a segmentation of the people who buy your products. Buyer Personas are examples of real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the Status Quo. By focusing the plan around consumers, you bring out the best in your products.
- LEARN FROM COMPETITORS: Online is a prolific place to do research on competitors. For one thing, the information is at your fingertips. For another, there are so resources to help. For information on competitor’s website usage, there is Alexa and Compete. You can compare the social media presence of your brand versus competitors in terms of Likes and Followers or engagement terms like Comments and Shares. You’re likely to gain more than a few good idea for your brand in the process.
- IDENTIFY CONTENT RESOURCES: After the product or service you offer, content is a brand’s most relevant asset. In a digital marketing plan, you’re going to need a lot of content. You should not only consider the communications but the form it takes such as an email, blog, infographic, video or podcast. Know who will publish it and and how often it will go out. Make a Content Calendar a backbone of your plan.
- HAVE A CLEAR VISION FOR THE YEAR; PLAN FOR 90 DAYS: Articulate the desired results, expressed by the metric that matters most to your organization – sales, revenue, profits, leads, conversions – and the reason why it will be achieved based on what your brand can stand for to its customers. Have the plan that is going to make it happen for the first 90 days but be flexible to change. Situations and plans change, especially online, so ensure plans are usable by having a clear vision for the year and keeping real detail to a shorter term.
- MAKE PLANS FACT-BASED SO IT’S EASIER FOR OTHERS TO BUY INTO: 90% of consumer buying decisions begin on the internet according to Forrester Research. 87% of consumers research products online, then buy offline according to Internet Retailer. 79% of consumers trust online reviews as much as personal recommendations according to Search Engine Land. These are just a few ways to gain the attention of people in your organization to support your plan. So, consider using facts throughout your digital marketing plan to win the approval of the people who may not totally understand digital but are smart business people who sign off on it.
- KEEP IT JARGON LIGHT: Digital has a tendency to go into a whole new type of nomenclature. Don’t go there. Instead, use the same language as you would for traditional media channels but support it with the facts, resources and metrics that give digital an even greater credibility.
- CREATE AN ACTIONABLE SCORECARD: End your digital marketing plan with a scorecard of the measurements that matter most, your Key Performance Indicators (KPIs). Show how you will source them and review them regularly to look for insights. When you review, take actions to keep your business strategy on track.
To put these guidelines into steps every company should take to achieve success in digital marketing, we follow a process of Crawl, Walk, Run and Thrive. You can learn more about it on the sidebar of this website.
Did these criteria help you in creating a digital marketing plan?