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As a CEO, should I be on Twitter?
November 30th, 2009
I get asked this question by CEO audiences a great deal. It seems that
somehow many CEOs have been told that Twitter is big so they had better
get on Twitter. In my informal survey of CEOs that I know, most cannot
name one valuable benefit they have gained from being on Twitter other
than being able to brag about their hipness to their YPO, TEC or PEO
group.
So what advice do I give?
For CEO's of large firms:
* Most CEO's of $100 million+ organizations do not need to get on
Twitter themselves. Twitter represents a powerful new social
phenomenon that is part of the whole user-generated content
revolution (also called Web 2.0) but you can read about that here
without wasting your time joining Twitter and then racking your
brain every day for something to post that your General Counsel
won't freak out about.
* You should be blogging before you get on Twitter, either to an
internal audience to help with vision casting or to an external
audience for thought-leadership. If you use Twitter as a way to
share your blog posts externally then fine but do it in that order.
* You should ask a marketing savvy thought-leader in your
organization who is 1) under 35 and 2) already on Twitter to come
back to you with a recommendation on how your organization could
use Twitter to grow its business. There is probably a
subject-matter expert or thought-leader within your organization
who could command an audience on Twitter but in all but a few cases
that's probably not you, the CEO.
For CEO's of small firms and sole proprietors:
* Sure - get on Twitter - but don't waste a lot of time on it.
Twitter can be effectively used to grow your digital footprint.
Make sure you fill out the short bio section CAREFULLY!! It's what
will show up in a google search. This is test for people who can't
articulate their value proposition in a succinct way. Jonathan
Burns on twitter in google-
* Focus on getting yourself a large network of potential customers
and influential referers on LinkedIn and Facebook first. Then
figure out how to use the status updates on Linked In and Facebook
to position yourself to your network the way you'd like to be seen,
without annoying or alienating them. Then get yourself a blog and
learn to use it. And then you can add Twitter to the mix as a way
to repeat your status updates to another audience or to point to
your blog posts. But do it in that order.
* Make sure you figure out how to write posts and status updates that
accomplish what you want them to. Try role playing being a person
reading you on Twitter, or via your LinkedIn or Facebook status
updates. What will the reader want to read? What will they find
useful? What will cause them to think of you as the __________
person? You get to fill in that blank with what ever brand you hope
to own. Take a look at this humorous list of the "12 most annoying
types of Facebookers" before you start.
* Use tools like ping.fm and friendfeed to automate your posting to
multiple networks to save you time.
Thank you for visiting strategycube
Tags: linkedin, social media, twitter, Web 2.0
Posted in Internet Marketing, Tools, Web 2.0 | No Comments »
What is Google Wave?
October 2nd, 2009
I am hoping to be one of the lucky ones to get a google Wave invitation
in the next few days from a friend (one of the special 100,000.) From
my experience with google so far I am eager to see what they have put
together here. I am hopeful that it will be the game-changing
collaboration application that some are speculating it will be.
If you are trying to figure out what it is then this video from MG
Siegler at TechCrunch might help.
Video Game - E3 2009 - Attack of the Show
g4tv/videos/41821/Google-Wave-Makes-Waves/
Thank you for visiting strategycube
Tags: collaboration, google wave, Web 2.0
Posted in Internet Marketing, Tools, Web 2.0, strategy | No Comments »
Who Moved My Cheese? Dealing with CHANGE!
October 1st, 2009
"You are going to take over the call centre and make it profitable" the
CEO said. I had been the Director of Strategic Services for a $3
million direct marketing startup for only about three months when the
CEO handed me the 24 person call centre and made me Director of
Operations.
I had never run a call centre before but I had managed many teams. So I
spent the first 3 months observing and started building my plan. The
plan was going to mean of lot of change for those 24 people. I knew
that I would need to fire at least 3 of the current managers. I know I
would also be rearranging the work to better align it with the talents
of remaining managers. I knew that change was stressful and that, if
not managed well, could end up creating an environment of such low
morale that we'd be worse off than before I took over. So I needed to
help people deal with change.
I reached out to an HR consultant I knew and she recommended Who Moved
My Cheese by Spencer Johnson. I bought a dozen copies of the audiobook
version and gave them out to people in the call centre (including the
ones I planned to let go).
What a great book! They use the timeless idea of a parable - a story
filled with meaning - to teach. It's under 1 hour on audiobook and you
will probably find you have more than a few laughs.
A number of the staff came back to me later and said that the book had
really helped them in both their work and personal lives and that they
had taken it home for their significant others to listen to and passed
it around to friends.
I highly recommend it for anyone about to go through a big change or
anyone struggling with change in their lives.
If you get it please let me know what you thought of it.
Thank you for visiting strategycube
Tags: change management, linkedin
Posted in People & HR, Tools | No Comments »
Web 2.0 Consulting to CEOs
June 12th, 2009
Since February 2009 I have had the privilege of speaking to over 80
CEOs of Canadian firms through the Presidents of Enterprising
Organizations network, the CEO Global Network, the Women Presidents
Organization (WPO) and the York Technology Association on the subject
of Web 2.0. The companies whose executives have seen the presentation
include Lyreco, Energizer, McMillan, Toronto Board of Trade, Consumer
Impact Marketing, Melitta, Tree of Life, Kids Help Phone, Tyco/DSC,
Swiss Natural Sources/Swiss Herbal, Wardrop Engineering, Jan Kelley
Marketing, Marsulex, Kinectrics, Progistix Solutions/SCI Group,
Peerless Electric, Pathway Communications, Glenway Golf & Country Club,
Junior Achievement, the College of Massage Therapists of Ontario, RHR
Canada, Triumph, Summerlea Office Solutions, LaserNetworks, Soft Care
Corp, HostMySite, Aseco Integrated Systems, Greenblue Systems,
Skyway Wind Energy Group, Torino Drywall, 360 Visibility, StaffClick
Personnel, Blazing Design, Amer, Beneplan, Blake Jarrett & Company,
NCI Marketing, Maracle Press, Melmart Distributors, Freedom 9, National
Logistics Services, Industrial Thermo Polymers, Nealanders
International, Atria Networks, End to End Networks, The Climate Change
Infrastructure Corp. and The DOUG Agency.
Most CEO's have heard of web 2.0 but they don't really know what it is.
When I ask them they say "it's Facebook and Twitter and all those kind
of web programs my teenagers use." At the start of every meeting I ask
them to share how Web 2.0 makes them feel. From younger groups (CEOs
in their 40s) I hear "exciting, opportunities, possibilities,
connections." From older CEOs (50+) I hear "it's weird, my kids are
into it but I don't get it, an invasion of my privacy, I feel left
behind, I feel a loss of control, I feel overexposed, it's a big waste
of time."
The big idea I share with CEOs is that Web 2.0 is fundamentally about
the shift from publisher generated content to user generated content.
Leveraging web 2.0 for your business means harnessing the incredible
power of user generated content. But it requires a huge paradigm shift
and many companies are getting left behind.
McKinseyEx1- In a July 2009 global survey of 1,700 executives on
Web 2.0 by McKinsey & Company "69 percent of respondents report that
their companies have gained measurable business benefits [from Web
2.0], including more innovative products and services, more effective
marketing, better access to knowledge, lower cost of doing business,
and higher revenues." Click on the chart to the right to see the
details of this.
I quickly realized that the technology aspect of Web 2.0 is of
secondary importance and it's rarely why the implementations fail. The
primary issue is always people and their work processes or online
habits. The introduction of internally facing web 2.0 technologies into
a workplace is fundamentally about changing people's work processes,
the way they get their work done. And if it it's not planned around and
integrated into the way users currently get their work done, then you
have a sure recipe for failure.
The other observation I made is that internal web 2.0 applications are
often brought on by the IT department to solve a particular problem and
are rarely considered in the broader context of the firms business
model: how they are organized and how they make money. Yet when you
consider how you might leverage the power of user generated content in
the context of a firm's business model you open up the potential to
enable significant profit growth by making strategic changes to the
actual business model.
Because of these realizations I have partnered with John Sutherland, a
business model design and innovation expert and together we have put
together a Web 2.0 consulting offering that is being very well
received. We have begun consulting engagements with a number of the
firms whose CEO's saw the Web 2.0 presentation and wanted to go to the
next step.
Today most small and mid-sized firms will be able to find ASP/SaaS
(ready made) solutions for their Web 2.0 needs. We have spent time
researching and engaging with the top ASP/SaaS solution providers for
implementations for 5 users all the way up to enterprise installations
for thousands of users so we can recommend the best solution for your
specific needs. We have also researched the best technology partners
for customized solutions if you want to build off your existing
Microsoft Sharepoint platform and get more functionality than the ASP
solutions provide.
Companies that are finding our services most useful are $10-500 million
Canadian companies where the leaders are aware of web 2.0 but don't
understand the opportunities it presents or how to move forward to
capitalize on them. Our particular specialty is guiding management
teams through the discovery, decision and implementation phases built
on a mutual understanding of the firm's business model.
If you know anyone who fits this description we'd be happy to have a
chat with them.
Thank you for visiting strategycube
Tags: linkedin, speaking engagements, Web 2.0
Posted in Internet Marketing, Marketing, Recent Work, Web 2.0 | No
Comments »
Campbell Help Hunger Disappear Facebook App
June 10th, 2009
We recently launched a Facebook application to support Campbell
Canada's Help Hunger Disappear(TM) campaign. As of July 27th the app
has 12,846 users.
Deliverables:
1. We developed a custom Facebook application to allow users to give
their friends virtual cans of Campbell Soup. Campbell Canada will
then donate a matching real can for every can given and accepted on
Facebook. We focused on making the application simple to use and
easy to spread virally.
2. We built Campbell a professionally designed, custom website through
which visitors could explore all the parts of the Help Hunger
Disappear(TM) campaign, and be directed to the Facebook
application.
Execution:
Click here to go to the application's homepage on Facebook. You need to
be logged in to Facebook for the link to work.
Visit the helphungerdisappear website.
The Facebook Application:
facebook-confirm-requests-gif-
Campbell Help Hunger Disappear Facebook app - reception screen-
Campbell Help Hunger Disappear Facebook app - share screen-
Campbell Help Hunger Disappear Facebook app -
status-update-edit-
Campbell Help Hunger Disappear Facebook app -
profile-page-w-context-
Campbell Help Hunger Disappear Facebook app - boxes tab-
The helphungerdisappear website
Help Hunger Disappear website screengrab-
Commentary:
Facebook users have not reacted that positively to overtly branded
applications. Brian Morrissey mentions a few of the high profile brand
failures in this article from ADWEEK. As I wondered as to why this
might be (and how to avoid becoming another statistic) I hypothesized
the following:
* Facebook users care most about how their network perceives them.
Social status is the currency of Facebook.
* Most actions on Facebook are done by users to enhance how their
network feels about them. i.e. they send their friends a funny
video, a photo or a fun game so they can be seen as the source of
humour. They post photos of the hot guy kissing the new girl at the
party so that they can be seen as the source of news, gossip etc.
See the graph from McKinsey & Company below.
mckinsey-graph-
* Activities that allow the user to increase their social status are
likely to do well.
* On judgment, I thought that many Facebook users would think that
being seen donating to the foodbank was good for their social
status as long as the application did not look like purely a
shameless sales pitch.
In 3 weeks the app reached over 8,100 users starting from two people
and spreading virally. The app has reach 12,846 users as of July 27th.
We'd appreciate any comments or feedback you may have on the
application.
Thank you for visiting strategycube
Tags: CPG, Facebook applications, social media, Web 2.0
Posted in Client Work, Internet Marketing, Recent Work, Web 2.0,
strategy | No Comments »
Profitability issues? Start with your people - manage your talent!
June 10th, 2009
GallupPath- I often get hired to lead a specific marketing
initiative for a mid-size firm. After I have worked with a particular
executive for several months and trust has been established they often
ask me to candidly tell them what I think the biggest issues at their
company are. I almost never tell them it's their marketing, or their
lack of good IT systems. The biggest issues at mid-size firms are
always related to their people: generally they have the wrong people in
some key positions, they have no processes that identify talent during
the hiring process and they have poor processes for managing talent
within their organization. As such they have many people working in
areas which they lack the talent for. This leads to low employee
engagement which leads to poor customer service, low customer loyalty
and ultimately puts a huge damper on profitability year after year.
So even though my primary practice is in helping mid-size firms grow
profit using internet marketing, I have developed a secondary practice
in employee engagement and talent management. Why? Because in the long
run it will have a greater impact on profitability than any marketing
strategy will. Gallup calls it the Gallup Path and the graphic above
shows you the powerful linkage between talent management and
sustainable profitability.
If you are an executive and are interested in a roadmap to sustainable
profitability through managing your talent then the seminal works on
this topic are a series of books put out by the Gallup organization.
They are international best sellers and I give these books to
executives more than any other business book. It's most helpful to read
the books in order starting with First, Break all the Rules and then
moving on in the order below. They come in both book and audiobook
form.
First, Break All The Rules: What The Worlds Greatest Managers Do
Differently (book)
First, Break All The Rules: What The Worlds Greatest Managers Do
Differently (book)
First, Break All The Rules: What The Worlds Greatest Managers Do
Differently (CD audiobook)
Now, Discover Your Strengths: How to Build Your Strengths and the
Strengths of Every Person in Your Organization
Now, Discover Your Strengths: How to Build Your Strengths and the
Strengths of Every Person in Your Organization (book)
Now, Discover Your Strengths (CD audiobook)
StrengthsFinder 2.0: A New & Upgraded Edition of the Online Test from
Now, Discover Your Strengths
StrengthsFinder 2.0: A New & Upgraded Edition of the Online Test from
Now, Discover Your Strengths
-
Strengths-Based Leadership
-
Go Put Your Strengths to Work: 6 Powerful Steps to Achieve Outstanding
Performance
-
Marcus Buckingham: Go Put Your Strengths to Work DVD
Tags: employee engagement, HR, linkedin, talent
Posted in People & HR, Tools | No Comments »
Search Engine Strategies (SES) Conference 2009... and everyone talked about
Social Media
June 9th, 2009
I spent the last 2 days at SES Toronto 2009, a global conference on
Search Engine Marketing. Aside from catching up with friends and old
colleagues, I enjoyed meeting Emanuel Rosen, the author of The Anatomy
of Buzz Revisited and his was by far the best session. I liked it so
much I bought his book and I swore I would not buy any more books until
I had read the 5 beside my bed. Sound bite: 73% of buzz (viral sharing
about brands) is in person, 17% by phone and 10% online. The top
category people talk about is ...... Food! Three meals a day... I guess
it makes sense.
Most of the booths (other than Microsoft, Google and Yahoo) were small
tech startups providing incredibly niche services that most of my CEO
clients would be hard pressed to understand. And there is so much hype
in this space. If you are not careful you can start to feel like you
are a total loser because you didn't name your kids based on the
available domain names and google keyword bid estimates. Everywhere you
turn someone is taking a photo with their iPhone and posting to Twitpic
and Facebook. I had to send someone into the bathroom ahead of me to
make sure the coast was clear.
Microsoft has a nice big booth promoting their new search engine
bing.ca. Bing looks interesting and I'll give it a try. I like
competition - it keeps everyone on their game.
I came away with several good ideas on how to develop more successful
social media campaigns for CPG clients - which is one of the biggest
challenges out there. Here are some other random things I learned:
My big learnings from the SES Toronto 2009 conference:
1. You must stimulate your happy customers to talk in order to
overcome the 30% of brand buzz that is negative and comes from
people who have never used your brand.
2. We imitate some people and we distance ourselves from others.
Fairly key :-)
3. If you want buzz you must give people something to talk about.
There must be a good story. Check out "Will it blend iPhone" on
YouTube below this list or Tom's Shoes.
4. Dispersion matters. People are clustered into social silos and you
must get buzz from across a diverse group of people, including
across different social clusters, to predict success.
5. You have to prepared to do 10 social media initiatives to get 2
winners. Paraphrased from Jim McDowell of BMW.
6. Mobclix is a great tool for iPhone app developers. Great stats on
best apps by category.
Tags: linkedin, SES 2009, social media
Posted in Internet Marketing, Marketing, Tools, Web 2.0, strategy | 2
Comments »
How NOT to respond in an agency creative presentation
January 29th, 2009
woman_poster- I often see a new person on a marketing team get
invited to a creative presentation from an agency that's presenting
work started before they joined the team. The most common thing on
their mind as they walk in is, "how will I comment on this when the
agency, or my boss, asks me what I think?" Generally they just respond
with some comments about whether the ads look nice or not - which is
really just a waste of air in most cases.
So what should they do? Well, the most important piece of feedback the
client needs to give the agency is whether or not the creative is on
strategy or not, followed by whether or not it is well executed (and
therefore elicits the desired emotion and response from the viewer).
In order to comment on the strategy, you need to have it written down
somewhere. So the first thing you should ask if you are the new person
who gets asked to sit in on the creative presentation is, "where is the
creative brief?" You can only assess if the creative is on or off
strategy if you have something to compare it to.
Here's how to respond to a creative presentation:
1. If you have a strong gut reaction, give it, but perhaps not as your
first comment.
2. Even if you have lots of negative comments, try to start with
something positive. Creative people need encouragement.
3. MOST IMPORTANT - Compare what you see to the Creative Brief and
especially to the Advertising Strategy (Benefit, Brand Character,
Design Theme). You have to have an Advertising Strategy to do this
and it should have been in the Creative Brief. Your most important
assessment and feedback is: is this ON STRATEGY or OFF STRATEGY.
4. Either send a follow-up email after the meeting summarizing your
comments and requested changes or ask the agency to send you a
follow-up email containing that.
For more perspective on why to take the time to write a good creative
brief, check out this post.
You can purchase a detailed Creative Brief template with notes and
explanations by clicking here.
Thank you for visiting strategycube
Tags: agency, creative brief, design brief, linkedin
Posted in Marketing, Tools, strategy | No Comments »
Safety training company website & online ad campaign
January 1st, 2009
The Situation:
My client is a new safety training firm and they required ground-up
brand development and marketing to be able to present themselves
professionally and generate awareness of their services.
Objective:
1. Develop a compelling brand identity for a small safety training
company.
2. Acquire new clients for Insight Safety Services by making
prospective clients aware of them and their services.
Strategy:
1. Start with developing a compelling brand identity integrating the
concept of "people" as the object of the training and a
contemporary design that communicates up-to-date expertise.
2. Build Insight Safety Services a professionally designed, custom
website through which visitors from the ad campaigns can explore
the company and its services and be encouraged to call or email for
more information.
3. Add to the website an easy to use Wordpress blog with a CSS
template that matches the existing site. Teach the principal of
Insight Safety Systems to use the blog to post articles and expert
advice on safety training. Use our favorite Wordpress Plugins to 1)
automatically optimize posts for SEO and publish new blog posts to
google and Yahoo, and 2) send the blog post content via RSS to
Feedburner and other blog sites to drive additional exposure on the
web.
4. Use locally targeted google adwords and facebook ad campaigns to
drive targeted traffic based on keyword searches and content
placement to the new ISS website. Also register the company with
Google for visibility on Google Maps.
Execution:
Logo & Brand Identity:
Insight Safety Services logo
Business Cards:
Insight Safety Services business card front
Insight Safety Services business card back
Brand Guidelines:
We created an 8 page set of Brand Guidelines to ensure continuity of
the brand over time and different executions. Some example pages are
shown here.
ISS Brand Guidelines example
Website:
The website is live at insightsafety
Insight Safety Systems website homepage
Google AdWords Campaign:
iss-google-adwords-ad-w-logo
iss-google-maps-w-detail
Facebook Ad Campaign:
ISS Facebook ad
Other Print Collateral:
We also developed:
* Printed letterhead and envelope artwork
* Printed desk cards for training sessions
* An HTML email template
* A Word document letterhead template
* A Powerpoint template for presentations
Thank you for visiting strategycube
Tags: facebook ads, google adwords, Marketing, online campaigns,
strategy, website portfolio
Posted in Client Work, Internet Marketing, Marketing, Recent Work | No
Comments »
What!!! No Creative Brief!
December 9th, 2008
When you hire an agency to make a marketing piece for you, do you take
the time upfront to write out a detailed Creative Brief? Most people
don't, but great marketers do. As an Assistant Brand Manager at Procter
& Gamble my Brand Manager always insisted that I write one. I often
resented the time it took, just like I resented much of the process P&G
forced me to follow as a new hire there. I was a young punk right out
of business school and I knew everything. I just wanted to call the
agency and tell them over the phone that I needed a direct mail piece
made. But then I eventually became a Brand Manager and I too insisted
that my staff take the time to write a creative brief before every
project that involved contracting an outside agency. So what happened
to me?
Well other than becoming Proctorized, I became convinced that the
upfront time invested in a Creative Brief pays out in spades versus the
"just call the agency and then add new requests every few days for the
next month" method.
The purpose of writing a creative brief is to clarify our thinking
upfront and to force us to make decisions at the beginning of the
project so that the agency can start working on it with a complete
picture of what we want. This process allows the design and production
process to happen efficiently and therefore less expensively. People
who don't take the time to write a creative brief frequently end up
making many changes to the requirements of the project during the
project and this causes rework and ultimately leads to missed
deadlines, higher costs and frustrated designers and agencies. A good
creative brief should be so complete that if we handed it over to the
agency and disappeared for the duration of the project, the end result
should be pretty close to what we wanted.
Objection: If I spell all this out then why I am I paying my agency so much?
Isn't this their job.
No it's not. The client owns the "strategy" (the content of the
Creative Brief) and the agency owns bringing that strategy to life
creatively. They are very different skills. Strategy is primarily about
research, numbers, analytics, decision making models, and ultimately
making clear choices. (In a small organization it is often just
knowledge we have about our organization and stakeholders that we can't
expect the agency to know combined with some careful thought around the
options and a sense of where we want to go in the future.) The creative
process is about taking dry, sterile words and miraculously turning
them into ideas and eventually executions that resonate, and produce
emotion and action from the target audience.
Good agencies need the information in a Creative Brief in order to
produce creative material that is "on strategy" for your brand. If we
don't give them a Communication Strategy then we are expecting them to
create one for us out of thin air and that's not their job. Their job
is to take our Communication Strategy and bring it to life creatively
in the elements we have asked for.
When we see their creative concepts or executions we should compare
them back to the Creative Brief and ask, does their creative version
communicate the message we asked for, even if in different words? If
yes, then their creative is said to be "on strategy", which it needs to
be. If no, then their creative is "off strategy" and needs to be
revised.
You can purchase a detailed 20 page Creative Brief template with notes and
explanations by clicking here.
Thank you for visiting strategycube
Tags: creative brief, design brief, linkedin, strategy, template
Posted in Marketing, Tools, strategy | 1 Comment »
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