Posts Tagged ‘denver’

• A staff member is excited about social media…but the boss thinks they’re ridiculous and don’t jive with the company’s brand strategy.
• A PR effort has begun…but crucial players/interviewees disdain Web-based journalism and think journalists are covering the wrong story.
• An in-house B2B program has launched…but the sales team constantly resists, drags their feet, and refuses to get on board.

These are just three examples of ways in which lack of buy-in can undermine marketing efforts.  Sometimes the effects are just annoying and mosquito-like, but other times they can sabotage a business’ long-term potential for success.  And recently, I’ve seen several marketing programs falter, even fail, due to inconsistent buy-in across organizations.

What do I mean by buy-in? For the purposes of this discussion, I’ll define buy-in as support for a particular program or practice within an organization.  Buy-in is not always enthusiasm; it can be expressed by diverting manpower or dollars to a process.  In a perfect world, buy-in would mean that a project was really supported on all levels of an organization and given adequate resources and respect at all times.  Sadly, though, this is usually not the case, and achieving buy-in can be like a battle for hearts and minds.

So, how much buy-in do you need, anyway, to help a new program or mentality succeed? The answer will vary widely depending on the organization, the number of responsible parties, and the extent to which responsibility (or blame) has been spread across an organization.  Usually, it’s good to establish a point person with a high level of enthusiasm for the project who has, ahead of time, spent some time thinking about why the program is a good idea and why it deserves the company’s buy-in.  This point person can then identify allies and enthusiastic or competent parties throughout the organization as they implement the new plan.

The problem with the one-person, one point of enthusiasm strategy is that if that person moves on or messes up, the blame can only go in one direction, often preventing the “failure” from becoming a learning experience.  To counter this, it’s often a good idea to make the planning process an inclusive one, even if that means much convincing has to go on up-front.  Bringing in the dreaded consultant can also help with buy-in…having someone on hand to ask the right questions, sculpt a strategy that makes sense based on an org’s current priorities and resources, and investing money up-front for that clarity can create a sense of buy-in from the start.

Let me put it bluntly:  no matter how good your plan, results are the best way to get buy-in.  It’s often more effective to do a small, successful pilot program before securing the big bucks to follow your dream. Think of carrots, not sticks.  How can this program directly benefit a certain department or decision-maker?  Whose blessing is most important?

Sadly, there will always be people who resist change.  The key is not necessarily to convert these people right away, but to balance sensitivity to their perspective with a very well-justified plan (or, even better, one that speaks their language — numbers if they’re a numbers person, pretty pictures if graphs speak to them, etc.).  A bit of assessment and planning up front (yes, that would be Erin encouraging you to shy away from reactive thinking and decision-making again) can help you create buy-in for the long term. –Erin

As I prep for a packed house at Friday’s Boulder Chamber-sponsored Social Media 2010:  the Business Edition (seats are still available; I’ll be speaking on “Building A Solid Social Media Strategy”), I’ve been thinking about the power behind social tools.  So often, social networking is dismissed as a frivolity, something that’s just for kids.  In fact, this INC. Magazine article claims that up to 81 percent of small business owners have never applied social tools.

Contrast that news with this mind-boggling story:  last week in Australia, 60,000 trolls RSVPed for a private party a woman named Kate accidentally made public on Facebook.  The ensuing rigamarole (and the endless memes it spouted — we’re talking t-shirts, copycat parties, even pornographic sendups of the fête) has much to teach us about social media.  Namely:  It’s here.  It’s relevant.  And it can move people in a way that traditional tools just can’t.

Am I saying that every business owner should rush out and get the new shiny, even if they have no idea how it works?  No way.  But the sheer numbers and instantaneous quality of social tools should be enough to pique your interest, perk up your ears, and get you thinking.  Whether social media spurs you to clean up your message (complex, hard-to-understand messaging has no place in any kind of brand expression) or enter into actual conversation instead of keeping your head in the sand as to what your customers and clientele have to say, the time to ignore social media has passed.

Like it or not, we live in a landscape where Twitter users can make or break a film the day it comes out (or even before).  Priceless brand impressions and recommendations are just a log-on to Facebook away.  I’ve said it before, and I’ll say it again:  given social tools, users rove in packs, get vocal and passionate, and can create tidal waves of interest or ignorance.  That, my friends, is power.  So…what are you going to do to harness (or ride) the wave?  – Erin

One of the things I love most about my line of work is the insider’s glimpse I get into a variety of business models and modes of operation as I help companies hone in on their brand, get clear with their messaging, and reach out to prospects and potential customers with effective tools.  Sometimes the view is a tidy, happy one…and sometimes it’s anything but.  And all too often, companies make mistakes that directly damage the brand they have worked so hard to establish.  Here are five surefire ways to do just that:

Be right all the time. I struggle with this myself all the time.  There’s a certain line between conviction and inflexibility that can be hard to distinguish and even harder to return to once you’ve gone too far.  The need to be right, have the last word, get 100% on the test, and bat near 1000 is endemic to entrepreneurs and high-powered business personalities…but it can also be a damaging trait for your brand.  When you need to be right, you close yourself off to information, input, flexibility, change, and evolution…and that can undermine all of the hard work you’ve put into your brand to date.

Plug your ears. It’s scary to put yourself “out there” as a businessperson or as a brand.  “You say social media’s about conversation,” say potential clients.  “But what if I don’t want to hear what’s being said?”  My answer is always simple:  criticism and frank dialogue will happen whether you want to participate or not.  Would you rather be part of a dialogue or miss out on the opportunity to create your own message?  When you plug your ears, you fail your brand by avoiding opportunities along with challenges.

Waffle. There’s something to be said for flexibility…after all, didn’t I just tell you not to close your business off to opportunity?  But waffling is something else entirely.  When you fail to commit to a plan of action, no matter how small, you fail to start on a path toward progress of any kind.  I’ve seen brands that are debilitated by their decision-makers’ inability to make a plan and stick to it…even a tiny plan with plenty of flexibility built in.  Let me put it this way:  if you’re busy waffling, your default mode is “on hold.”  Do you really want to convey that to your customers?

Play it safe. Yes, the economy sucks, yes, your customers are a finicky, picky, and easily-offended bunch.  But why do you think companies like Crispin Porter + Bogusky and the brands they represent are on top while many other agencies have faltered in a tough economic environment?  Like their in-your-face tactics or not, CP+B exemplifies a fearless approach…a commitment to find ideas that resonate and then make them stick.  If you’re too afraid of your clientele to even try out a message that’s anything but ordinary, you could be compromising your brand in an insanely competitive environment.

Lose your values. The number one mistake I see in businesses of every size is failure to recognize and adhere to a set of core values and tenets.  When you lose sight of your company’s values, you have nothing to translate into your brand identity…nothing to stick to, nothing with which to differentiate yourself, and nothing to stand for.  A quick values check before committing to any plan, approving any copy, or making any business decision can go a long way towards enhancing your brand.  And looking the other way while your values go buh-bye is a great way to flush your brand’s integrity and uniqueness down the toilet. – Erin

Welcome to the last installation of Social Media Week!  Hope you’ve enjoyed this look at common misconceptions about social media.  Today’s myth is similar to when your childhood friend claims, in doomsday tones, that if you swallow your gum, it will take seven years to digest…the dreaded Myth of the Fatal Flaw.

The myth goes something like this:  the Internet is forever!  Google is king, and can ferret out every word I’ve ever said and every action I’ve ever taken!  Hence, there is no point in engaging in social media, because it puts me at too much risk for permanent reputation damage and exposure.

Not so.  True, consciousness of the fact that social media is sticky and searchable is absolutely key if you’re going to be blogging, responding, and conversing with others.  But blame the user, not the medium, for imprudent use of social tools.  Having a Facebook account or a Twitter handle isn’t carte blanche to insult, flame, and badmouth everyone in the world.  What it is (and this is way more scary) is a challenge to be authentic and transparent, to balance what you make public with what you choose to keep private, to choose your words carefully and well.

The world of social media can seem like a jungle full of screeching baboons and lurking hyenas (wait, do hyenas live in the jungle?  Oh well, let’s continue with that simile anyway.)  But being in the jungle doesn’t mean you can’t be savvy…or have fun!  To stress over every word because you know that users travel in packs and express their opinions loudly and often is to lose the entire point.  Just as it’s not here to save the day, social media isn’t here to expose your every flaw. And you’ll be amazed again and again by the generosity and grace offered by your fellow travelers…if you’re willing to fess up to your mistakes, own your words, and take responsibility for your actions.

Myth busted:  savvy self-expression is the name of the game…and mistakes happen. Free-wheeling, fast-moving social tools are what you make of them…and they’re just begging to help you test, play, make mistakes, evolve, and be real. – Erin

Thanks for returning to Social Media Myths Week, where the misconceptions are as plentiful as rumors of Bigfoot.  Today’s myth is a pervasive one:  The Myth Of No Time.  That’s right…that rumor you’ve heard that social media will take your schedule hostage, ruin your life, and beat up your mom in the process.

From whence this myth?  Part of it is pure overwhelm:  the streaming, 24/7 nature of social media can be a big intimidator (and big turn-off) to people used to safe, static emails or voice mailboxes.  And while, like any other business or marketing function, social media is useless unless firmly put in its place, it’s not a time-suck by default.  In fact, social media can SAVE you time (isn’t it easier to put out a query in 140 characters than to make 40 phone calls?  not to mention the time saved with invited, not interruptive, marketing that goes directly to your audience by choice instead of praying they’ll see it).  Part of the time-waster myth comes from the misconception that social media is the realm of gum-popping, Justin Bieber-obsessed MySpace tots (it’s not:  in fact, 55+ is the fastest-growing social media demographic, and users over 30 are becoming more savvy and more connected every day).  But far too many use the excuse of time to mask their fear of operating in a space that’s all about grassroots, real-time transparency…and miss out on a great low-cost marketing tool in the process.

Myth busted:  Just because social media is streaming doesn’t mean you need to get sucked down the river on a consistent basis. There are ways to keep boundaries and use social media effectively without spending hours and days browsing and chattering.  It’s all about goals and balance:  asking yourself what your goal for any tool is and devoting the appropriate amount of time to its use.  After all, consistency and conversation are the only rules of social media…and you aren’t going to die if you let the river of content flow by every once in a while.  For some tips on approaching social media with strategy and preventing the dreaded time-suck, visit my post on social media sanity at FolkMedia.  And put things into perspective:  when viewed as a tool like any other, it becomes easier to put social media in its place in your calendar and in your life.  Choose to devote your social media time to quality interactions and the consistent building of seductive, relevant content and it will be time well spent.

Welcome back to Social Media Myths Week!  Today we’re covering a myth that becomes even more pervasive as individuals flock to social media in droves.  It’s The Myth of Quantity over Quality, and it’s one of the biggest controversies I know of in “the field.”  The myth goes something like this:  “If only I get X number of followers, I’ll start to get more business” or “X has Y number of followers, she must be more credible than Z.”  Whoa, Nelly, not so fast!  Contrary to popular opinion, quantity does not denote quality.

Does having a sizable audience matter?  Sometimes.  It’s all about your goals.  Here are a few observations about the quantity over quality conundrum:

For some, there is a baseline threshold of what constitutes credibility.  For example, some people will not follow someone they don’t know (italics important) who has less than a certain number of followers because it shows them that few people have chosen to devote their time to that user.

Followers are cheap…and fickle. If you lower the bar to followers or (gasp!) resort to get-thousands-of-followers-quick schemes, you compromise something in the process.  And don’t think that your real followers won’t be turned off by your constant “I got 135315325235235235235 followers in three days…click here to do it too!” tweets…they will, and they’ll leave for a more personalized experience.

Follower counts mean a bigger audience…sometimes. If you have thousands of followers on Twitter, you have a bigger chance of being retweeted, and a RT from an account with a large following means an even bigger potential sphere of influence.  However, if 99% of the RTer’s followers are bots and MLM get-rich-quickers, it probably won’t make a difference. 

“How” is always more important than “how many.” How did you get a follower?  How do you communicate with them?  How do you use social media?  These questions are always more important than “how many.”  A small audience of hand-picked, responsive, communicative, and engaged followers is always better than a huge “audience” of unengaged, uninterested followers. 

Follower counts are just one metric. Clickthrough, conversion, conversation, Web traffic…these statistics should always go alongside follower count.  Allowing follower count to trump actual results is extremely shortsighted…the equivalent of letting your obsession with Nessie (who will never appear) interfere with your awesome vacation to Scotland.

Myth busted:  It’s all about quality. The obsession with follower counts obscures the true power of social media…facilitating conversation and democratizing content creation.  Yes, follower counts are a great way to gauge your social media account, but focus on adding value and creating quality with every connection and you’ll thrive whether you have 2 followers or 20,000.

This week, we’re covering social media myths and misconceptions.  Myth #2 is one of my favorites.  As mysterious and elusive as the Loch Ness monster, it likes to shapeshift into different marketing and business functions.  It’s The Myth of the Silver Bullet, and it’s the bane of businesses everywhere!

Somehow, somewhere, this myth originated from the desperate desire of business owners, boards of directors, presidents, and bosses to find a tool that fits all three impossible categories of cheap, fast, and good.  This mythic tool can bolster even the most lackluster brand, sway even the most lazy and uninterested prospect, and produce untold wealth for all who use it regardless of skill level, budget, or strategy.

You can see where I’m going with this.  Social media’s cheap…heck, even inexpensive.  It’s predicated on lightning-fast communications.  It’s even been used well by businesses big and small!  Could it be the silver bullet you’re looking for?

Myth busted:  Like the Holy Grail, the Silver Bullet just doesn’t exist. Even super-flexible, super-fun, super-sticky-and-now social media tools can’t make up for weaknesses in your business plan, flaws in your content or failure to execute.  Even the most expensive, well, researched, well-planned and flawlessly presented ad campaigns sometimes bomb due to factors large (human nature) and small (one word that doesn’t resonate).  Think about it:  if merely throwing up a few social media profiles and calling it a day could make us all rich, would any of us be reading this blog right now in an effort to improve our brands?

If you give in to Silver Bullet thinking in your business, beware…you’re in for a lot of disappointment.  Does that mean that social media is incapable of providing great value to your business and returning amply on investment?  Of course not.  But reasonable expectations and goals and benchmarks that are tied to larger business goals are key if you’re going to make social media a sustainable, valuable tool in your arsenal.  So do yourself a favor:  focus on the realistic instead of the mythical…and stop placing all the strain on the back of poor social media already!

As a social media strategist and consultant, I run into a ton of myths about social media.  This week, I’m going to bust the most common ones…one misconception at a time.  And so, without further ado, I bring you Myth #1:  The Cookie-Cutter Approach.

I can’t tell you how many calls and emails I get that start out “I know I really should be tweeting…” “I know I need a Facebook page…” etc. etc.  To which I always respond:  “Waaaait a minute.  Not necessarily!” Somewhere, somehow, many business owners got the idea into their head that everyone, everywhere should use every social media tool and that they’re all a great fit for every business.  And that’s a myth.

That’s not to say that an understanding of social media isn’t important…it is.  In fact, anyone who disregards social media as an agent for change, a milestone in the way people communicate, and a harbinger for ongoing transformation in terms of conversation and marketing does so at their own peril.  But that doesn’t mean everyone needs social media now, and it doesn’t mean that every service is a great fit for every company.  There’s a time and a place for case studies, imitation, and emulation, but in the end, no strategy will be 100% effective 100% of the time…and the most effective strategy is always the one you can actually execute.

Myth busted:  There’s no one-size-fits-all approach. In fact, social media strategies should be different from person to person and from business to business and should reflect the unique makeup of your goals, customer base, and capabilities.  You wouldn’t let the masses dictate your business plan or your investment strategy, so why would you allow the “shoulds” and “musts” of the many dictate the way you interact with your clientele?

Stay tuned for more social media myths all week!

I don’t think it is a coincidence that we are seeing a plethora of monotone-style designs over the last few years. Simplicity, depression-era styles, a harkening back to our comfort points, denim, cotton, blues faded.  All reminiscent of hard work, pulling yourself up by your bootstraps, a more wholesome time.

What is the recession teaching us?  We don’t need as much stuff, flash, we can recycle, reuse, scale back.  Ralph Lauren is at the forefront of this movement. When watching his Spring 2010 fashion show last fall I saw uniquely American themes emerge.  It was a reminder that we can be as resilient as our grandparents.  That denim is yummy again.

And this seems to be the design that has emerged out of forced budget cuts, looking to save money in any way possible.  Orange on orange, green on green, different shades of gray.  All of this means a 2 color process when printing, instead of a 4 color process.  It means adaptability.  I find I am most creative when I am told to come up with something but I have to abide by major constrictions.  This is how inventions are born and great ideas come alive.

Um…how is it the end of the week again, let alone the end of the month?  Oh, well.  Time to round up what we’ve noticed in the realm of marketing, social media, and brand strategy the week of January 25:

Hyperlocal:  I finally gave in and joined Foursquare this week, amid a huge buzz around the growing power of hyperlocal social media applications.  This coincided nicely with Twitter’s (Denver-snubbing) rollout of local trending topics,  Yelp’s rollout of sundry cyberstalking technology for its app, and an extremely thought-provoking article by Andrew Hyde on the implications of this technology (and why he’s opting out).

Hyperhyped:  In case you were in a remote cave this week, I’ll break the news…Mac announced its iPad technology on Wednesday  to great hubbub and furor.  Cue the inevitable Mac/PC mockery and bickering between me and Juli (a Mac evangelist who eventually bemoaned the technology’s lack of camera and lame failure to properly use the space of the tablet).  And cue rabid fanboys, drama about its ill-conceived and poorly-tested name, and users delighted (hey, maybe it will improve AT&T’s sucky service!), bummed (wait, it won’t save print media?), and confused about various features and prices (or lack thereof).  Which all begs the question…isn’t the hype kind of the point?  Success or failure, the iPad controversy/expectation/spin machine has people talking, speculating, and refreshing their favorite sites.  Oh, for an audience of millions.

Hyperhelpful:  As websites cut the b.s. and pare down the heavy Flash and SEOverload for more nimble, flexible content management and simpler messaging, we’re encouraged to see more focus (and buzz) about helping others.  More and more, the businesses who catch our limited attention and keep it are ones that have honed in on the ways in which they serve their customer bases.  When you get away from service, you get away from your voice and your value…and even worse, you risk alienating your base.  Here’s a great article on how the helpful effect actually boosts credibility in the social media sphere (via today’s excellent SmartBrief on Social Media, one of the must-reads in my crowded inbox).  Want some ideas on how to leverage social media and Web tools to the advantage of all?  We’ve got your back.

What’s your favorite story of the week?  Let us know!