My head is spinning right now with which blog post to write after spending a quality hour with about twelve of my coworkers and our CEO, Kim Kobza discussing his philosophy on Network Competencies.
First of all, I am not talking about Networks in terms of routers and switches. I am talking about your networks. You as an individual have networks. Family, work associates, neighbors, classmates, people you volunteer with and beyond are all common networks we have. You can expand it out to a greater network being a member of a certain religion, tribe, or perhaps you are a vegan? These are different networks that overlap in increasing strange and wonderful ways.
Now, please take this to the business level. You as a company are made up of all different networks: Employees, Customers, Prospects, Partners, Resellers, Vendors, and you are a corporate citizen to the community in which you do business. Every individual member of your network drags along their own networks. Let’s take the most basic of these. Many companies declare their most valuable resource is their people or employees. Each employee brings with them their family unit and you have a direct impact on these other individuals’ lives. In the Facebook world think also of the “Friends of Friends” They in turn can potentially be customers, prospects, vendors and citizens of the same community. The question comes back to: How you INgaging your networks to drive results within your corporation? Remember this is a two way street! In turn, how are you providing value to continue to have the right to continue to INgage these people in a positive way?
Companies that are successful with a social strategy have answered these value proposition questions. They understand what deploying a community or social networking program is going to hopefully impact within their business. They also can jump into the shoes of the customer (and they do this continually in a successful deployment) and see the Raison D’Etre for INaging with them as a company in a conversation. If you as a company, can’t articulate both of these spend some time thinking about them. Simply ask yourself:
1) What can this organization learn and impact by listening and having a conversation that is archived with its constituents (employees, customers, partners…)?
2) What value will I provide this audience and what is the content that will incentivize them to spend time and effort to contribute?
Once these primary social science questions have been answered you can move on to discussing the finer aspects of a successful social INgagement strategy. Personally, this willness is a prime indictator I have a Social Buyer on the line. You noticed I haven’t mentioned a technology platform yet. These and other questions must be vetted and agreed upon from a cultural perspective to ensure your success as an organization. Otherwise your social effort is veering towards a disaster. I am calling them social science questions because a “social strategy” deploys technology to support the interaction of humans for a given purpose. From a business perspective, you are connecting like minded individuals to drive INgagement with a 360 degree value proposition. Does a friend that never helps you, provides you with any value and only takes from you and depletes your resources remain in your network? Will a customer, employee, or vendor? Social technology facilitates an INgagement with your intended audience to drive results for all involved. I have said it before… a social platform without a strategy and people to drive it is the same as a car without a knowledgeable driver and gas. It might as well be a garden gnome! They are quirky and cute but provide no measurable value to the lawn and in some cases detract from the overall curb appeal and hence value.
Working with a social solutions provider which leads with wanting to know and understand the answers to these questions and many more perhaps prior to bringing out the power point dog and pony show of their technology is important. They will then know how to help you steer towards a solution that will achieve your results. They won’t be selling you a ‘two seater’ sports car that is really cool when you live in Alaska and need to transport four kids routinely. The more the provider digs into the reasons why and how will you continue to drive the INgagement the better they can match and be a partner for you to be successful.
I am interested to hear your thoughts and want to thank Kim again for such an insightful discussion…
Don't tell people how to do things, tell them what to do and let them surprise you with their results., General George S. Patton
Yesterday, I thought I would celebrate President's Day with supplying my Twitter and Facebook audience with interesting, funny, and thought provoking quotes from our Past Presidents. Honestly, I stuck to some of my favourite Presidents and some of the obscure ones. Reading through some of the quotes, I was also trying to find ones I could boil down to 140 characters for Twitter. Some of the larger ones, I just couldn't resist to share went to Facebook. It got me thinking about what it takes to lead. Individuals which have the inner drive to lead is a strange quality. I have found especially working in cutting edge technology and human resources over my career. I am always a bit impressed with the people I know that have the ability to leave the corporate employment world to start their own venture.
This morning when I googled "Leadership Quotes" a list of the top ten came back. Two of the ones, I had read yesterday from past President's were on the list. However, this quote from General Patton stood out and reflected that this is the essence of understanding how to empower an organization to success in the new era of social business.
My post below discusses organizations that are ready to be social buyers. These organizations all have leadership which embodies the quote above. They either understand the business world has yet again evolved like it did with the advent of "company websites and email" or the trust enough the people they have put in place to make the right decisions which will impact the valuation of a company. The truth is the mistakes that companies make today are no longer going to be hidden. Yesterday's, Southwest incident is a testament to a company that understands it can't hide from the social lash back to a customer's frustration. (My own feeling is Southwest handled this very well even though I am not a fan of their seating method... I know many are and it works for them)
I have been very lucky to be in the presence of many top executives that understand they must find the internal fortitude to embrace a social business model. They must listen to the individual ideas, compliments, and critisim of their stakeholders and have the courage to turn their corporate ships to find the right winds to continue to be relevant in the marketplace. Are you going to be the company that after seeing Ford make the Model T say... " Nope, it is never going to catch on... I am going to continue to make luxury coaches". This correlation also supports the notation that older corporations are some of the huge success stories with embracing social media. Ford alone, in the American car manufacturers, is still viable on it's own and is one of the darlings of the social media world as a success story.
I know it isn't easy and in reality the ease and fast paced feedback will present many challenges for the "C" level at many companies. It will provide a real time understand of how policies and decisions impact your employees and customers. The question is do you have the stomach to lead in today's social business era?
The past couple of weeks, I have been reflecting on the types of people and companies which have been incredibly successful with their social strategy leveraging white label community technology for a variety of specific business purposes. It comes down to having a vision with a willingness and excitement for the unexpected success with social scores. The Buyer needs to embrace the gray areas of the social opportunity for success.
The successful social buyer has a game plan with multiple opportunities to win. Think of them as the “Social Head Coach”… Typically, this person has influence and exposure within the organization (either private or public). Certainly, they can have a “C” or a “VP” within their title. However, a vocal pioneer or maverick ready to blaze a trail and ask for forgiveness with an open minded corporate architecture for new opportunities can be just as successful. They understand the ultimate goal is to show results. Those results hopefully will result in an increase in revenue or a reduction in expense. However, they embrace the “tangible intangibles”. (thanks to Kim Kobza for the terminology). They understand the goal of social communication is to move needles and establish a method of continued access to their stakeholders. I.E. (employees, partners, customers, citizens, members, volunteers….) The Social Buyer is like a head coach and prepared for a change in the game plan when the “defense makes a score” or an important player is taken out of the game (Twitter, Facebook, etc… goes the way of Friendster and MySpace). They understand the importance is not just to talk to the social realm but to listen to them. They respond with a human response and not corporate double speak. The interesting thing is many old school companies are best positioned to sign on to a vision. They get that established success and maintaining their market presence means being on the front end of game changing technology and customer engagement. Not every trend will succeed. However, missing one can be death.
The “Anti-Social Buyer" is entering the social realm with the idea it is just another place to sell and promote widgets. They enter with full ear protection and a bazooka loaded with promotional garbage. When this buyer is asked in a conversation surrounding, what are the results or opportunities company x is looking for with a social plan… “Sell more widgets”… How about improved customer care, brand loyalty, product innovation…? “SELL MORE WIDGETS”. This is NOT your social buyer. They may still be on board with a decision but this has a low opportunity for a successful deployment and a long term partnership for both parties.
How would you change the view of this myopic individual? Can you?
Today, the terms "Social Media", "Social Networking", and "Social Marketing" are part of the business conversation. I have talked about in previous posts how I leveraged my network successfully to assist in my job search earlier this year. This could be considered the advent of "Social Recruiting" or "Social Hiring". This equates to leveraging information available through Search Engines and INgaging your network for additional resources and references.
I use same techniques daily in my role as a professional sales person and really, "Advisor" to companies looking to enhance their social footprint. The information is available online to complete a picture of who a prospective company is and who may be the players I need to access to be successful. Can I identify gaps in their social strategy which my business solutions can be accessed for mutual success? If not, why I am I bothering them, because that is what I would be is a pest! Gone are the days of Arthur Miller's famous character, Willy Lowman, knocking on doors without an understanding of the needs of the consumer behind the keyhole. Cold calling just got harder and easier at the same time...depending on your tenacity. For me, the information available today makes for more robust first conversations and solid pipeline of people looking to make the journey to being more proactive in the social marketplace.
Translate this into an overall company strategy. How is your area leveraging social channels to improve how it performs? Is your R&D department harnessing the power of crowdsourcing to assist and vet new products and service enhancements? How is your HR department using the social realm to make better, faster, and cheaper hiring choices in the global war for talent? Is your Customer Care team listening and solving the challenges your customers are laying down for you on consumer social networking channels. How does this effect the corporate brand?
Understand, not only is there solid data that companies with women on there executive team are more profitable, companies that have mastered the social conversation with their constitutes are winning on the valuation side hands down. There is an solid ROI opportunity in every business from your local mortgage company to the Fortune 100. The offerings I represent mostly translate to mid to large corporations. However, there is value there beyond them. It is my task to find the missing piece and translate into a business solution. Leveraging the social channels helps me get smarter about the companies I choose to INgage with daily.
How are you using social applications to move your career and company forward?
With the growth of my new company (INgage Networks formerly Neighborhood America), they have embraced the concept of remote workers. We have a host of new people that are working in geographic areas around the country. Some are commutable into one of our offices, some like me, are outposts. One of these new folks sent an email to the "IN Remotes" asking for advice on how to be successful. We have a lot of Atlanta natives so ... hence the Atlanta references. This is also where I truly began being a full time remote worker. Here is my answer, along with a couple of additions, from "our stellar team".
At INgage Networks, I have found a combination of Yammer and Skype to be very good at a number of different ways beyond traditional (wow think about that statement) email and phone channels to connect with coworkers. I also think that setting up a Twitter list to follow tweets coming from other coworkers is an excellent way to learn about our corporate outbound news. In addition, it also gives you a sense of who people are personally. For example, Gail (@GEMS222) is a runner. Courtney (@wileyccoyote) is a passionate follower of Dave Ramsey's financial advice. Me (@pbrannigan), well I love my dogs and B&W cookies from Juniors in NYC. I also recommend that optional team calls, brown bag lunch sessions, and other opportunities to connect with the corporate office are not optional unless there is a valid business reason to miss them like a client call, outage, or planned travel. It shows you are a team player and you will pick up stuff you can't at the water cooler in your own kitchen.
If any of you are new to being a remote worker period, I have some additional advice:
1) www.workshifting.com is a blog and community for people that don’t report to an office every day. It has a variety of postings for both the remote worker and the road warrior. (This is run by Justin Levy that works with Chris Brogan)
2) Get yourself a schedule. Don’t allow yourself to work in your PJ’s for at least the first 6 months until you have a schedule down. Shower and dress everyday in at least casual office attire. If you looked under my desk during an important conference call, I am in my power heels. a) Schedule… start time, lunch( take one regularly away from your desk), and understand when to shut the computer down on a typical day. b) Create a work area; preferably a separate room with a door you can shut. This is really important with children that are home at some point during your work day. c) If you are using your home line as a work number, call your provider and ask for a different number that can be a distinctive ring. When that rings, others in the house will know it is your business call. d) LISTS: Maintain a to do list. Write it every night for the next day or create it in a CRM system.
3) Leave the house at least once a day: Gym, coffee, lunch with a friend, go for a walk. It can get lonely. When, I first started working from home I lived in Kennesaw, GA. I would get ready for work just like when I commuted to Roswell. I would drive to Starbucks and get a coffee. I would then go home to start work. The action of driving around the corner helped put me in a work frame of mine. It was either than or the caffeine. Luckily, I lived in a neighborhood where about ½ of us worked remotely. We did social activities like others do in the office. It also helped when your internet provider was down but your neighbors was working. This brings me to #...
4) Find a go source for emergency internet, again… SBX, Atlanta Bread, a library, even your gym or best yet… a neighbor that also works from home.
5) Forget the household to do list. Push back on others in your life that think you can fit in errands because you work from home… YOU ARE WORKING. It will happen. My worst experience was after I started working at home and my parents decided to come to Atlanta for a week. My mom expected to camp out in my office all day. I printed off a list of tourist stuff for them to do and told them I would be happy to see them for dinner. "Out you go to Cyclorama, World of Coke, the Carter Library.. I don’t care but you have to leave the second floor." They now realize at 8:30 AM on Monday, Pauline is working. Schedule around it.
As a result, they had a much better experience. I even introduced them to another retired couple in our sub-division. They had a blast going to lunch and doing stuff together. This point was made in a number of ways from a host of “IN Remoters”
6) Find a remote worker mentor. They can help with ideas and your moments of truth. Better to find someone in your field but anyone with 3-5 years of experience is a worth tapping for advice.
7) When contacting people at corporate, be respectful and state your real urgency. If it can wait, tell them. Remember, regardless of your effort you are at home, they are not. The traffic you faced in the morning was tripping over the dog on the way to your desk.
8) Speaking of dogs, even the most well behaved dog will bark at the most inopportune time. Address it, and move on. Interruptions happen in offices with noisy birthday parties. I used to have a problem with a dog that has since passed away. He would bark his head off when my husband came home from work about 4:45-5PM. I was often on a client call with people on the West Coast. I would address it prior to it happening. Clients understand with the massive amount of companies with people working remotely all the time or part time. Yes, I miss having to make this apology.
9) Contact your tax professional to understand what receipts you should be saving and how you can take advantage of a home office deduction. You would be surprised at the stuff you can now at least partially deduct! Be rabid about itemizing receipts. The downside is the home office deduction puts a bull's eye on your back from the IRS. If you need a CPA in the Atlanta area, I am happy to give you my tax guy’s information. He still does our taxes even though we left Georgia 3 years ago.
10) Children are both a blessing and a challenge in the home office environment. Working from home will allow you to be around with your young ones more than traditional working parents. It is does present a challenge on the cohabitation of work and child play. My colleague, Michael Medina (@FCMedina), has an excellent set of rules for his young ones: a) My office hours are from X to X b) When my office door is shut, do not come in or knock unless it is a TRUE EMERGENCY c) If you need me, slip a note under the door (or text me) d) My office is my office. Don't touch anything on my desk. It is not a resource for craft projects. e) The BEST RULE: Take a break every day when the kids come home from school to discuss their day. Invite them into the office to sit on your lap and talk.
11) "Keep away from the kitchen or your favorite pair of jeans won't be". This one is from Courtney Wiley. Boy, do I agree with that one! This goes back to getting dressed. Make sure it is with a fixed waist band so that you realize that suit will be tight if you are grazing too much.
12) Overly communicative with any time you need to be away from the home office with your primary contact in the office and/or your boss. The first time you go out to lunch or run to Staples for toner, will be the time something needs immediate action. After one too many of these times, I invested in my first blackberry. The next time I had to read an email immediately, I could. So if you don't have a smart phone.... get one. Welcome to the new millennium.
Finally, Enjoy it. It is a skill to be successful at being self motivated. You will be amazed at the amount of work that you can get done.
Here is a link to our career page: http://ingagenetworks.com/careers Remote worker since August 2004. With 3 different companies and I have moved 3 times!
I thought I would write a quick post as I am feeling pretty good about my progress. I think I have lost somewhere around 4-6 pounds. More important, I feel better. My clothes are fitting better and although I am hungry at points. I am typically making good decisions or at least attempting to make them. Thanksgiving is over. I didn't do too bad.
I have rediscovered my bike on the trainer in the basement. On bad days, I make sure it is dvd with either George or Cipollini. They are enough to motivate any gal to spin a bit longer and faster. Water intake is certainly better and I have all but eliminated diet soda from my diet.
The breakfast / lunch thing is pretty well in hand. Vitamuffins are a GOD SEND! I have been pretty happy with the Smart Ones from Weight Watchers for lunch. Trying the recipes on the WW site have also proved a wonderful addition to the rotation.
The important thing is that I think I can continue with this for a long term effort. It isn't about losing the pounds ... it is about keeping them off. Our ten year anniversary is in September. I want my wedding dress to hang on me!!!
Recently, I have been witness to a very interesting conversation about whether it is appropriate to call out a company using social media when you are having trouble with their product or service. This tracks back to the conversation being centered around the following situation:
1) The employee is open about who they work for in their social profile 2) The company encourages employees to Tweet about its products and services 3) The organization that was called out is a regular on the speaking circuit about using social media in specific Twitter for customer care.
Luckily, the employee in question is a stellar worker and smart. The individual was professional and appropriate. They did not really flame the brand in question.
It brought me to think of two instances I had reached out for help or with a complaint on Twitter and was surprised someone was listening and solved my problem. For the first time on this blog, I am choosing to tell one of these stories and name names... because I think the brand deserves major brownie points.
Back story:
I love shoes. GOD, I love shoes. I come by it naturally. As a standard procedure, my car knows to stop on the way back from Boston at the DSW store off I-84. It just does it... you know like the horse stops at Cohen's in "The Quiet Man"? On the way back from e2.0 in Boston this summer, I was making an pilgrimage again and buying a couple of unnecessary and well given I wasn't working, not bright purchases. I had asked the clerk if they could honour the $10 loyalty coupon I had sitting at home with my Rewards points. The answer was she was terribly sorry but no. I took it at face value. Bought my additions to my ever growing collection, and drove along home.
Fast forward one week....
I am on the phone doing a telephone interview. Who calls? DSW with a random ROBO call about a sale. Sure, I am great target. I walk into the store with a glazed look on my face every time. However, this is some thing I hate. It interrupts my train of thought. I get email from them... I turn to Twitter with my frustration and... Tweet the following:
Hello DSW .. I love you but Robo Calls Please Stop. They will make me seek out other stores and Zappos.com11:29 AM Jul 1stfrom web
Followed shortly by:
DSW. I would have been happier if you spent more $ on linking your membership system to know I had a $10 coupon last week & honoring it11:32 AM Jul 1stfrom web
The end result was WONDERFUL. The person from DSW and I chatted about getting my name off the ROBO list and more importantly had a great conversation about their venture into social conversations. We talked about some vendors that might help them. I have to say how delighted I was with the response. Beyond this, a couple of weeks later I received a hand written note from a VP at DSW hoping we had solved the problem. As a result, this brand advocate, me, will always turn to them first when physically possible... another public beg to open a store in Danbury, CT! DSW is my guilty pleasure. Beyond this... I turned back to my twitter audience with the following tweet:
Just had a gr8t call with DSW after my rant yesterday. Fixing my problem. As you know I love heels!9:31 AM Jul 2ndfrom Tweetie
I also mentioned the person's twitter handle in a #FollowFriday for being an excellent brand representative.
BRAVO DSW !!!!
So what are the lessons here?
1) If you Tweet and are connected to your own company brand, ask for help ... don't flame the conversation. BE PROFESSIONAL... Honestly, I could have been nicer in my original two posts. I admit it. .. as a side note... I wasn't connected to any employer at that time beyond my own brand which is JUST as important if not more.
2) Be proactive. If you are going to complain... you better have thought out some ways for the product or service to be better and solve your complaint in a REASONABLE way. Don't ask for a year's worth of service free. You are telling someone their product or service is broken... help them to fix it for you... don't be part of the problem.
3) Tell the World if they solve it. Tell the success story... Talk about brands that do things right and you love. Close the loop. Don't start a forest fire and walk away from it. DSW Shoes went above and beyond my expectations.
Remember the Golden Rule.. and think before you Tweet...How would you feel if it was you or your company that was badmouthed?
Beyond my own job search, I wanted to comment on a couple of recent successes I have had prospecting using social applications to drive business for my company and self. This is going to be a down and dirty quick list without a ton on detail since I am still prospecting the companies: Twitter: Have scheduled appointments and spoken with two large household name companies after engaging the appropriate people via Twitter. These contacts were introduced to me only because I either had originally commented on the company (in a good way) or had done a search for people that had the company name in their bio.
Facebook: Because I am a fan of another company on Facebook, I realized they were having a bit of a social PR nightmare on a given day. Rather than reach out with a sales pitch, I sent the contact an "At-ta-Girl" email complimenting her grace under pressure and overall savvy with social marketing. This also resulted in establishing a terrific conversation.
LinkedIn: A colleague of mine noticed a request for help finding an expert agency and consulting with a new product he was managing... they needed specifically information on social strategy. Again, this has resulted in a great first step ... he immediately trusted our company having previously worked with about 3 people now at Neighborhood America.
Only one of these relationships existed prior to Twitter, Facebook, and Linked In. As we speak, I have updated my various statuses about career openings at my company. With in minutes (like under 10), I was notified by two former co workers about candidates and will be sending me resumes.
I wanted to give myself a quick update on my last post. How did I do last week? Well, I did stick to the plan. I have a bottle of water already 1/2 gone on my desk and I haven't had a diet soda or soda since like Tuesday! Fiona and I have been doing a ton of trotting around the neighborhood. Sometimes, it is only a quickie walk at lunch for 30 minutes. The point is we are getting are feet on the street. I tried a fabulous Weight Watcher's recipe on Thursday night that is a huge success. Tonight, I am looking forward to making homemade black bean burgers out of Cooking Light. Dinner out on Saturday night was a home run. I am feeling like I can actually do this maybe. Better yet, as a good friend and family member said last night, "We are also starting WW's this week. I want the bloat out prior to Thanksgiving" I feel like I have gotten the bloat out this past week. The better news is this person is the lead menu planner for Thanksgiving. Perhaps, we can strategize how to lighten up the menu on the 26th!
Some say a picture is worth a thousand words. Well, one taken at the victory celebration for the Mayoral race in my town finally (I hope) did it. I was helping our Mayor pour a ton of champagne for to toast her re-election to her fourth term as well as being elected myself to the Zoning Board of Appeals. The photo which I may add to this post .... I saw yesterday. I was shocked. Heck, I knew I had gained weight. My friend Diane and I had tried to start a little challenge to lose weight and that hadn't kicked my fat a$$ into gear.
However, that picture along with a couple others I have seen recently horrified me. I thought Halloween was OVER!! The funny thing is the last time I made a successful run at changing my habits, weight and health... I started in November. About the same time actually!
What is worse? I want to lose at least 20 pounds. I took the metric approach. 3500 calories equate one pound. 20 x 3500 = 70,000 calories. In order, to do this in 90 days. I need to burn or reduce 777 calories a day.
I am going to do this because I HAVE TO. So, I have joined Weight Watchers online. I am going to eat my own carrot sticks by blogging about the successes and failures. Today, that equaled one Halloween sized milky way bar. My success is already getting in a good walk with Fiona this morning and 1/2 way to my water goal by noon.
I have also printed out the class schedule for the gym I have been paying for and not going to for oh.. a year!
Wish me success. Help me not to cheat. Ask me to go for walk. Congratulate my success. Support my new clothes addiction in 3 months...
Linus: He'll come here because I have the most sincere pumpkin patch and he respects sincerity. Sally Brown: Do you really think he will come? Linus: Tonight the Great Pumpkin will rise out of the pumpkin patch. He flies through the air and brings toys to all the children of the world. Sally Brown: That's a good story. Linus: You don't believe the story of the Great Pumpkin? I thought little girls always believed everything that was told to them. I thought little girls were innocent and trusting. Sally Brown: Welcome to the 20th century!
Last week, I was pulled away from my computer at exactly 7:55 PM by my husband because "The Great Pumpkin" was going to be on TV. The King of the DVR was insisting nothing could be more important than my 30++ time watching this classic. You see, the Lord of Brannydoon is a raging Charlie Brown fan. We had Linus and Lucy music playing during the cocktail hour at our wedding reception.
As usual, life's most typical moments now are viewed with different eyes. This quote above is one of the stand outs, for three different reasons.
1) Sincerity - I thought about this for my customers and the difference is success with a social strategy and campaigns. When you are approaching building a marketing program to engage your customers, member, prospects, etc. Another word to evoke in your head is I need to be sincere with my audience. I need to care about them. Listening is going to be a key way to be successful as well as being sincere or human in my communications. Plainly, the Great Pumpkin will never come to a Pumpkin Patch that shows hypocrisy. Don't let your social communication be hypocritical!
2) Little Girls are trusting and innocent - The next day I traveled back to New England College to speak to a group of female students about "Women in Careers". We talked about the gender difference that still exists in the workplace. Some of the good things and some of the realities that are just a function of our gender. I can tell you these ladies are headed for real success. There were about 30 people there to hear the session. About half of them were underclasswomen. I congratulate them on being proactive to ensure the education they are paying for is going to lead to a path of success. They are trusting in themselves to make a difference.
3) Welcome to the 21st Century - The more things change the more the stay the same. The lessons from 1966 are very applicable today. Be sincere in your interactions and good things will come. Believe in yourself and your beliefs. Don't underestimate women and their convictions...
Even Linus learns a lesson!
Linus: [to Charlie Brown after Sally just ripped him a new one] You've heard of the fury of a woman scorned, haven't you? Charlie Brown: Yeah, I guess I have. Linus: Well, that's nothing compared to the fury of a woman who has been cheated out of trick-or-treats.
Many traditional marketers, public relation experts, and advertising professionals simply need to go back to school. They may be experts in the way to push marketing, create attention grabbing ad campaigns, branding and traditional messaging. They may have a knack with developing a catchy commercial. However, I am amazed daily about the household name brands failing to understand how to deploy a savvy social media/marketing/networking campaign. Here are a couple of basic ideas I formulated on my walk this morning:
1) It isn’t about you or your brand. It is about your customer and what is in it for them. Without them, your brand doesn’t exist. Customers own your brand, sorry you don’t.
2) You won’t be able to realize “what’s in it for them” unless you are willing to LISTEN. In the words of Dr. Frazier Crane, “I’m Listening”. This is called “Pull” marketing.
3) Stop trying to figure out what you are going to “Push” at people. In the social realm, pushers are no better than drug dealers. The good people recognize you for what you are… a bad person not playing by the rules of the society and they steer clear.
Brands need to understand opening up a channel of communication will change and affect the entire company. With social marketing, you are engaging the customer. Yup, that is the new buzz word… everyone wants to “engage” their customers. It is important to remember a lesson from real life. When two people get “engaged”, there is a promise to honor and to commit to one another. Engagements impact people’s lives. This will impact your organization. Sometimes, it will shake the roof. By listening to an audience, there will be a lot of noise. However, think of the good that can come from embracing great ideas for new services, processes, and products. If you are worried about what your customers are actually going to say about your brand and organization, you have bigger problems. This may be the prime time to ask your prime audience for help.
What lead me to write this? Last night, I did some primary research for a former colleague of mine interested in how social networking might positively impact the staffing offices she manages. I would consider this person an action taker. She is smart and looks for ways to improve her team and the overall enterprise. I looked at four major staffing companies. I did the same process with each of them.
1) How was social networking being used on companies primary website? Did they have multi-media? Did they have either RSS feeds or Follow me sections. … and heavens did they have a place for their customers (temps and hiring managers) to hang out and engage (there is that word again) the company.
2) Three of them did have the” follow me”. I then explored both Twitter and Facebook usage.
3) Only one was actually listening and responding to people on Twitter and “engaging” in the conversation. Two were following no one and they hadn’t posted content on their Facebook fan pages in at least 45 days.
Basically, these staffing giants which are really just the type of companies which should just “get” it down to their bones are failing at the basics of social marketing. What is a staffing company? It is a company that through its’ relationships connects workers/professionals with hiring companies based on both soft and hard skills. The social web is simply an extension and additional tool. I was stunned. I guess you know who I am calling today. In the end, it comes down to building out a business plan for your social strategy.
Plan, think, engage, listen, and be able to act on ideas, problems, and embrace your audience.
Now, take the megaphone away from your mouth and put it to an ear.
Last week, my good friend and former co worker Derek Showerman, wrote a blog post about the amount of people out there claiming to be a Social Networking Expert or Guru. He said it made him feel “uncomfortable” I have to say when I first read the piece I was highly offended. This comes from having given him a #followfriday shout out the same day referring to him as a dreaded, “Social Networking Guru” I used Guru because it has less letters that expert. When I tweet #followfriday recommendations, I try give some context on why I think people should decide to follow them. After a couple of unsatisfactory DM's back and forth, we went old school actually spoke on the phone. We had a stellar conversation on why he feels the term is overused.
I agree with him in some respects. Those of us that have been in the community and social networking world since prior to the term Web 2.0 went mainstream are now inundated with people coming into the industry. Many think simply being on Twitter and Facebook qualify them to do a social networking strategy for a Fortune 1000 company. Think again! This is why I still affirm Derek is an experienced social networking professional and consultant. I have seen him in action with huge deployments. He gets it and is patient explaining how to proceed to ensure success. I am lucky to have him and many others like this I have worked in the industry. Perhaps, the social networking industry can learn from legal, real estate, and sales professionals:
➢ Corporate Attorney vs. Ambulance Chaser ➢ Real Estate Broker vs. Happy Housewife with a Real Estate License ➢ Consultative Sales Professional vs. Used Car Sales Dude
Beyond this, if you consider yourself a social guru, are you practicing what you preach? Actually networking! I have been very impressed with my own network reaching out to forward job postings and sending out recommendations for positions. If you are simply paying attention to your own brand are you really networking? Are you joining the conversation or simply sitting on the sidelines? How are you sharing your expertise with your friends that aren’t gurus with their job searches? When was the last time you forwarded a job posting to a friend in need? Social Networking is just that NETWORKING! It is sharing information to advance business or personal relationships. I am interested in hearing about your successes. Here are three of mine:
➢ Recruiter sent out an email blast on a job posting. I received it from the recruiter and from three different former colleagues.
➢ Found a company online that needs a Sales Manager. I checked LinkedIn and discovered the Hiring manager was a second degree connection. I asked for an introduction. The result was an offer for a phone interview.
➢ Have a recruiter (my former business partner with Randstad) trying to get my resume in front of a hiring manager. Another former colleague is doing some consulting work for them and also has provided a recommendation.
Okay, maybe only one of these used a Web 2.0 application. However, social networking is networking first and using web tools second. Regardless, if any of these cases result in offers, they have all helped to provide me a chance at three great opportunities. My mother told me a long time ago to be very careful of my business relationships and to treat people well as I progressed in my career. I have always been very proactive to help someone with a resume re-write, provide references, and pass along job openings as I heard of them. I completely believe that kindness showed is returned in spades. Thank you to everyone that has been supportive in my networking efforts. You continue to be a huge support. I will never forget how people in my network have been there for me.
Although my job has changed from proactively selling a product or service for a company back to selling people (me, myself and I), I have found many of the techniques which make me a successful sales professional have helped me to stay motivated in my career search. Everyone has down times and days. The call or email letting you know you were second choice at a position you were dying to get. The day you have to put your dog to sleep. Finding out yet another position has been put on hold. These have all happened in the past month. Yet, I need to stay motivated. Here are some of the tricks I use: 1) Daily goals: If you read this blog, you know my annual effort to establish and revisit goals for my professional and personal life. Most of those have gone firmly out the window this year. However, I am having success with the daily goals. Don't make your list too long but have a variety on there. Here are some of mine for today.
Take Fiona for a Walk (done)
Send Thank you notes for sympathy gift & yesterday's phone interview (done)
Review job postings on Linked In (done - nothing interesting errr)
Send out a tweet promoting myself and my skills (done and thank you to @mwalsh for the RT)
Write a blog post (completing)
2) Have a Feel Good Play List: I have created a couple of play lists in iTunes that have music that make me feel great. I love Irish bar music for example. How can you be not motivated by a good jig like the Irish Rover? Another feel good selection for me is the soundtrack from Cocktail. The Hippy Hippy Shake, Kokomo, etc... love it.
3) Get some exercise: I like to go in the morning for a quick walk. Others might hit the gym or go for a bike ride... or simply dance to that play list like a fool in your living room.
4) Have a Work buddy: For the past five years, I have loved working from home. One of my key things I do when I feel like I can't possibly leave one more voicemail message is call my work buddy. We worked together ten years ago. We both have separate careers now but both work from a home environment. We use each other to motivate ourselves to make one more call or to read an email for tone etc. After five minutes on the phone with her, I am built up to attack the prospect mountain yet again!
5) Breathe and dial: Some of my best success has come after a huge rejection. I will say it is important to breathe first and put it behind you. Then make the next call or send the next email. Remember sales and job hunting is really about the numbers. If only 5% are buying or hiring in this economy, you may need to hear ninety-five rejections prior to the first yes.
6) Have a focal point: I have a picture in my office I took from the middle of the lake my Grandparents had a camp on in New Hampshire. I know every inch of the shore. The picture somehow centers me. For you, this might be a picture of your kids, pets or spouse.
7) Create a Motivational folder: Mine contains motivational quotes that were under the glass on my grandfather's desk (It is actually the same folder he had in his desk. Looking at the writing on it in his hand makes me smile and motivates me without opening it) , recommendations, emails from bosses that were complimentary, reviews, notes from friends and pictures of stuff I want.
8) Use your CRM System: This is something I am lost with out currently. I firmly believe that inputs equal outputs. I have always set up my CRM system to help me achieve my daily, weekly, monthly contact goals. I suggest talking to the most successful person that is in your profession and ask about their daily or weekly activity. For example, my VP when I started at DCI said that to be successful I needed to make 100 outbound attempts a week or 20 a day. Email didn't count back then. It worked. Today, I still use it as a measuring stick for throttling up or down my sales activity. A wise fisherman once told me the fish typically don't dump into the boat without being reeled in first.
9) Use a Notebook: Okay... huh... you just said to lean on your CRM System. Yes, I did. However, I also use a notebook to jot down notes from a meeting or call. Write down information when prospecting. It is sometimes helpful to flip back through to see someone you might have over looked, brainstorming new ideas, or just remembering past successful calls and meetings.
10) I am leaving this one blank... As I would like to learn from you. Please let me know what the tenth thing should be in your opinion.
@LeviLeipheimer Stg 9 finished, uneventful for the most part. Congrats to Fedrigo, they were strong! On our way to the airport now. Flying to Limoges 4 rest
My husband is an avid or maybe RABID road cyclist and racer. For the past ten years, I have been spending the month of July watching the Tour de France. The first couple of years it was half hour coverage on one of the sports channels. Now, it completely takes over the Versus Channel for the month. I have tried very hard not to check cycling news or to flip on the TV at lunch to check out coverage.
Some years I have done better than others. This year, it is almost impossible to not know what is going to happen. I have mastered the TV thing. We DVR the live coverage with Phil & Paul that airs in the morning to watch at night. I have even discovered that if we turn the flat screen we can see it through the window on the deck to be able to enjoy the July weather, dinner, and the coverage.
I am failing with knowing the actual cyclists reporting the results on Twitter. I follow most of the leading cyclists. As I have said before, they get social media. However, I flicked into Twitter this morning while doing research for my interview tomorrow. I was looking up the company, person I am speaking with, and others. There was the tweet above from Levi. Arrgghh!
I am frustrated with myself for looking. Would I trade having the professional cycling community from being so active in social media? Heck NO! I think it is wonderful. No one can provide coverage than the cyclists themselves. They add a good measure of photos, blogs, and video blogs to their tweets. Beyond this, the cyclists are responding the twittersphere on posts that are completely off base. This weekend Lance Armstrong responded to a tweet suggesting there was a conspiracy between Nike CEO, the Astana Director de Sportif Johan Bruyneel to snub Alberto Contador for Lance. The Texan responded,
@BigMiggy Don't think so, mig. @johanbruyneel has the utmost integrity. He's the TEAM director not MY director. (about 23 hours ago from UberTwitter in reply to BigMiggy)
I am also impressed how LiveStrong has been able to capitalize on the tool as well. People are adding the yellow wrist band to their photos. It is getting the word out. I have even dug out my Livestrong band from my jewelry box.
Twitter in reality has given a new dimension to this year's tour. I continue to be impressed with how the cyclists are branding themselves, their teams, and the charities they support. Okay.. now time to get that walk in today with Fiona. She is antsy to get going....
Link to the Lance's video blog on www.Livestrong.com http://tinyurl.com/nmcn9o
Seamus Brannigan, our spunky little Brittany was assisted over the RainbowBridge yesterday after losing an eight month battle with lymphoma.Nothing is known about his puppyhood.Our best estimation is he was raised by a hunter some where near Memphis, Tennessee.We adopted this approximately nine month old puppy in May 2003 from National Brittany Rescue.Sue Blackman was his foster mom.Seamus was a Mother’s Day present to his human mommy, Pauline.We are not sure who got the gift as he was the definition of a “Momma’s Boy” like all true Southern Gentlemen.
Seamus was well trained puppy.It was apparent he knew all the standard commands and had been trained to hunt.However, given his separation anxiety and absolute terror at the sound of thunder, this was never fully explored.
We would say he would be missed by many but that isn’t the case given how protective of his mommy. Frankly, he wouldn’t really care.The only people he truly loved were his parents. They are grief stricken by his loss.Seamus loved to go everywhere with them and specifically his mom.Whether that was in the car or for a beloved walk in the country, he just wanted to go.This was especially hard over the past months with the cancer.We were concerned about taxing him too much with the longer walks his sister Fiona needed.Finally, as it had become apparent the cancer was winning we gave in and allowed him to be free again.Seamus enjoyed a long walk the day before his passing in the summer sun. He had a thing for bees and would stand forever watching them and trying to catch them.He was actually quite good at it.
Seamus served as a constant security guard for the home office.He was always by his mother’s side during long conference calls and working on proposals.She will greatly miss the shadow she has had for the past six years.Seamus was never from within sight of her if he could help it.He also had a unique ability to understand the human language.We swear he understood every word even though he could tune us out when a squirrel chase was on hand.
Seamus is survived by his father and namesake James Brannigan and his mother Pauline Brannigan, his canine Golden sister, Fiona, and feline sister HRH the Duchess of Brannydoon.Predeceasing Seamus was his sister, Annie in 2007.
We know that Seamus was the best dog he could be.We adored him for it and will miss him forever.Donations can be made in his memory to the New MilfordDogPark, Post Office Box 86, New Milford, CT06776 or National Brittany Rescue, www.nbran.org
Ar dheis Dé go raibh a anam - May He Rest in Peace
I took this picture and wrote the following poem yesterday during our last hours together...
Gra, Dilseacht, Cairdeas(Love Loyalty Friendship)
You were mine from birth no matter what your journey
Puppy protection and love never ever has ceased
My shadow has taken a different form
Consuming my thoughts and life decisions
You showed me the absolution of love
Constant in your guard and friendship
Souls connected heart to heart
One without the strength to carry on
We must part today and you go beyond
I love you like you were part of me
My boy, my Seamus, mi mac…be at peace
I pray we will be together again in time, Slán agus beannacht leat
I hear from many friends when they are considering adding a four legged child to their homes or after they have started the wonderful journey. I was thinking when I was out for a walk with my two (Seamus is into his 7th month with lymphoma and is still kicking the cancer!)
I thought I would put a list together of recommendations.
1. Do your initial research. Look into the breed, size and characteristics that work for you AND your family and living situation. Are they good with children? How much shedding? Are they typically easy to train? Do you want to run/hike or put them in your purse? If you travel a lot with your pet, you may want to keep the dog under 50 or 25 pounds. Are you going to adopt (this is still a cost) or get a puppy from a breeder. RESEARCH THE BREEDER.
2. Determine where the dog is going to be when you are not able to watch it. I advocate crate training. You may want two crates. One for the bedroom and one for the main living area. I could put more but this link is excellent: http://www.inch.com/~dogs/cratetraining.html
3. Equipment suggested beyond the crate: Collar, standard leash, expandable leash with pack for holding treats/poop bags, bells for the door for potty training, brush for the breed (there are a difference), bowls, food (get the same type the foster family or breeder is using and then switch off), crate (I recommend getting one the size you are going to need when the dog is an adult), toys that are durable (kongs, rope toys, hardened bones), a pet gate for the back of an SUV.
4. Find a trainer. I have done both puppy group classes and private lessons. There are points to both. In the long run, I recommend a combination of both. Socializing a puppy with other dogs of all sizes is important as well as with children. However, I don't recommend sending the dog away for training. Part of who is being trained is YOU. Whatever method you choose, the most important thing is doing the homework. Work with your dog in 10-20 minute periods every day. I can recommend both Tom Dwyer in Brookline, NH or Christine Hillard in New Milford, CT.
5. Get to know your vet. Ask for recommendations from your friends that truly care for their animals. Beyond this, know where the closest ER is for your dog and do a dry run. There are no ambulances for dogs. You may have to drive there in the dead of night with one eye on an ailing pet and one on the road.
6. Pet Insurance. I HIGHLY recommend this. You have no idea what your blessed addition will develop or get into. Believe me. My rescue... developed positive heartworm, has eaten human medication requiring hospitalization, and now cancer. He has cost me thousands in care that would have been covered if I had invested in this earlier. This is especially important for puppies. I personally have had a great experience with ASPCA pet insurance. The important thing to talk to the insurance people about is existing conditions or prior conditions.
7. Walking your dog. As a small puppy you can't walk them too far. You want to be careful about their development. However, I think that walking your dog as often as possible is a key thing to having an awesome dog. They are exercised, socialized, and mentally stimulated. Beyond this, it is an excellent bonding experience.
8. Tags and ID. Check with your local community about licenses. Get a personalized tag for their collar. Pet's name, contact info. (cell number so if you are traveling), and the word REWARD. I also advocate chipping your dog. At least, you have a chance of getting your dog back if they wind up in a shelter. (Many will kill within a week.. especially in the South)
9. Food and Treats. Okay, I am a snob. Do me a favor. Read the package. Shopping for your dog food in supermarkets is like feeding at McDonalds every day. Don't do it. I am a fan of the Old Mother Hubbard brands and Canidade food lines. The food should be made in the USA and the fewer ingredients the better. The same is true with treats. The best treat is ice. They chew it and no calories. I am also a fan of putting peanut butter in the kongs and freezing them. Carrots and beans are also a great treat.
10. Figure out what you are going to do when you need to be separated from your dog. This is true if you go to work every day and for vacations. It is important to find someone to switch off with for pet sitting, a doggie day care, or a pet walking service. Great resources may be neighbors, teenagers, or others in your puppy class.
Finally have FUN! Being a parent to my dogs both living and over the rainbow bridge has been the most rewarding experience! They really add so much to our lives. I saw a bumper sticker yesterday " Who Rescued Who?" I smiled.
Quietly, I have determined to use the time I am facing unemployment to make some changes in my life that hopefully can be part of my future career whatever that my be moving forward. Some of this is a seesaw I do on a regular basis fighting to keep weight and fitness in line. I am rarely motivated by exercise more by profit and french fries.
My understanding is that it takes a full month of an activity to make it a habit. So I am going to list a couple of goals outside of my job search I am going to try to get in during the week:
1) A walk with the dogs. Only to be replaced by another physical activity. It must be at least twenty minutes 2) Drink 2 liters of water a day (oops I haven't started this yet today!) 3) Write 3 blog posts a week. (Sorry gang you are going to have to read along with me)
With that, I hope to knock a few pounds off and be a bit more attentive to the blog than I have been the last couple of months.
I was taught to save from as long as I can remember by my Grandpa and other family members. If I made a quarter I had to put at least ten cents in the piggy bank. I can remember my first passbook savings account Mr. D'Amato opened for me. He was our bank president and more importantly my best friend, Dottie's dad. I loved loved loved putting money into the bank. I especially enjoyed this thing called "interest". Maybe that is why I am partly at sales? I listened to my grandfather a lot. He was pretty much one of the key people in my circle until I went to school. He was a killer insurance salesman. Grandpa retired comfortable and early with a built in job after retirement... playmate to his granddaughter that lived next door in the colonial duplex my family has lived in since 1908.
I am especially grateful for these lessons now that I am entering into my third month of unemployment. My husband and I have always saved money. Until the last move back to Connecticut, we have owned homes that either of us could support in case of a job loss or illness. I have thrown 15% into my 401k as much as possible since I was eligible. He has done the same thing. Yah, we took a beating with everyone else but at least I had something to get beat up over. Half is still better than nothing!
While I have always been good about saving for retirement, he has always been very protective of a nest egg. The emergency money fund is under his control. He demanded that it was to be kept in a simple savings account like the one I had when I was six years old. Thank God I let him!
Beyond this, last year I began to think it might not be a bad idea to have a little slush fund that wasn't in the hands of the broker off supposedly growth into a fortune. I did this. It has made the pain of an 80% drop in income at least a bit easier to get through. I threw in my commission checks, expense checks and a couple hundred here and there. It has made an incredible difference. We have cut back on everything . However, we can still do some things because we had been careful when we didn't appear to need to be. Have my husband and I made financial mistakes? Absolutely! We have too much car debt and even though I love my home the price of it that is now close to under water I wish we had something smaller and cheaper from time to time.
Everyone is going to splurge on something. (Shoes, shoes, shoes) It is critical to learn from those of us that are making up the 10% of the population that is seeking work. Nest eggs are can save you. I encourage everyone to make sure they have one. Make sure you have the cash on hand to survive financial in case you find yourself in the wonderful club I know belong to on the unemployment line.
It is important to ask people that are on unemployment in your state what they are taking home. Look at that and your monthly bills. What will you need to be able to pull from savings to off set the gap?
Given my last employer's need to cut heads to survive this economic time, I have been forced onto the unemployment queque. It is a strange position for me to be in given I have pretty much been steadily employed since I was 14 except my freshman year of college.
My job is to find a position. This has brought about many both mental and physical sojourns over the past 60 Days. They have been countless trips into New York for meetings, interviews, and discussions as well as Boston and Boulder.
I have been close on a couple but have failed to close the deal on my next venture. There is a reason for this beyond my skill as a sales professional and overall corporate value. The ability to keep a positive outlook is key. However, many times I have wanted to climb into bed and pull the covers over me. I have instead pushed on to search one more job board. This has proven to make me a successful sales professional and I know it will pay dividends soon.
Most of the opportunities have come from my network. I am delighted to say social networking has not only supported me in the past but continues to keep me optimistic about the future.
You see, the road ahead may be bumpy, dirty and not the one I would choose to sail down. However, like the picture there has to be light at the end. Every time my life has thrown challenges at me, the journey was worth it. This rough patch has meaning. I will come out of it a better for the experience. If Lance Armstrong wouldn't trade having cancer, I can get through a bit of employment woes. My mantra is livestrong lately!!
