tag:blogger.com,1999:blog-65477487098652882402024-02-07T04:37:41.578-08:00Digital Marketing TodayDigital marketing and how it applies to life and business.
Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.comBlogger100125tag:blogger.com,1999:blog-6547748709865288240.post-72502545174235418182020-04-09T11:31:00.002-07:002020-04-09T11:31:38.657-07:00B2B Strategy: COVID-19 Turns Heads to the Clouds.
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<span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">Working from home offers many
benefits: from overhead cost-cutting to providing improved employee productivity
and morale. </span><a href="https://www.prnewswire.com/news-releases/new-research-shows-that-flexible-working-is-now-a-top-consideration-in-the-war-for-talent-300818790.html"><span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">According to one
study</span></a><span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">,
85 percent of businesses confirm that productivity has increased in their
business because of greater flexibility. What's more, 63 percent of those
surveyed report at least a 21 percent improvement in productivity because of
flexible working. </span><br />
<br />
<span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">This flexibility
to work from home, not only makes workers happier (</span><a href="https://www.businessinsider.com/study-says-remote-workers-are-happier-stay-in-jobs-longer-2019-9"><span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">Owl Labs</span></a><span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;"> found full-time
remote workers reported being happy in their jobs 22 percent more than workers
who are never remote), but hopefully </span><a href="https://draft.blogger.com/null"><span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">healthier</span></a><span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">. Recent events
have added a new caveat: working from home reduces interpersonal contact, mitigating
the spread of dire illnesses like the Coronavirus. </span><br />
<br />
<span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">It
should go as a surprise to no one then, that Software as a Service (SaaS), which
allows for individuals to access their necessary software from any internet
accessible location, is already a staple for many businesses and is expected to
explode in usage.</span><br />
<br />
<span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">As a
show of unity, the 2020 Software as a Service Awards program </span><a href="https://finance.yahoo.com/news/software-awards-celebrate-home-working-120000223.html"><span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">announced</span></a><span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;"> it will donate part
of its proceeds to the World Health Organization’s COVID-19 Solidarity Response
Fund.<span style="mso-spacerun: yes;"> </span>"With the global rise of
COVID-19, it's important that organizations worldwide consider the technology
to let staff work from home,” said James Williams of the Cloud Awards. ”[It] is
now an essential weapon in the fight to contain the virus …helping shield
anyone with a 'desk job' from the risk this global pandemic represents.” </span><br />
<br />
<span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">Past the
current pandemic preparedness strategy, SaaS solutions provide tangible
benefits for employees and organizations that move to the cloud. And these are
no more evident than for mortgage lenders, community banks, and credit unions. <span style="mso-spacerun: yes;"> </span></span><br />
<br />
<span style="font-family: "Avenir Next",sans-serif; font-size: 10.0pt;">SaaS-based
mortgage loan origination software (LOS) centralizes a mortgage lender’s system
of record. By doing so, organizations with multiple locations in multiple
cities and states can evenly distribute the workload of loan processors,
mortgage underwriters, and any authorized user who touches the loan. The digital
mortgage with e-signatures replaces the <i>need</i> (not requirement) for in-person
meetings. The addition of a front-facing web-based point-of-sale (POS) gives
that same flexibility to home buyers as well as a wealth of information they
need to make informed decisions (such as). The end results? Happier borrowers,
lower cost operations, faster closings and more closed loans.</span><br />
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{page:WordSection1;}</style>Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-18953429227336138392019-06-12T09:44:00.000-07:002019-06-12T13:38:29.024-07:00B2B Lessons from the Tao of Instagram<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqTE_TSICgZcEY2RkJTZ8OsYDUVeLqwRHbYYO_cxNyUvW5m8ozWrsLsrE4sIq_zUUrybRHfJe7k6pNNYZLym-eli9xblPmch-dNWdouBlGenFIYqztnnK979ZpDnJhWS_BHsxKoqg7blnu/s1600/li-161437_Instagram.png" style="margin-left: auto; margin-right: auto;" title=""><img border="0" data-original-height="1600" data-original-width="1600" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqTE_TSICgZcEY2RkJTZ8OsYDUVeLqwRHbYYO_cxNyUvW5m8ozWrsLsrE4sIq_zUUrybRHfJe7k6pNNYZLym-eli9xblPmch-dNWdouBlGenFIYqztnnK979ZpDnJhWS_BHsxKoqg7blnu/s640/li-161437_Instagram.png" title="" width="636" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">https://www.instagram.com/tao_of_frank/</td></tr>
</tbody></table>
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<br />
Recently, I looked into Instagram as a potential venue for marketing and advertising opportunities. <i>(Did he really just say "recently"? Into a decade old network with 1 Billion users</i>?!) It hasn't been a priority in business-to-business (B2B). I decided to go all in and submerse myself in this "tao" of Instagram. And what I discovered was nothing short of enlightenment. *Cue wind chimes, tribal drums, and sound baths*<br />
<br />
Admittedly, I wasn't an O.G. of the IG. When I joined a few years ago, I used it as it was intended: a visual diary, posting photos of my travels, my day, my dinner, my dog, my dog's dinner. It became apparent quickly that observations of everyday life are rarely engaging. No amazing vistas, no celebrity encounters, no street magic, and with no appetite for Tide pods or spoonfuls of cinnamon. But that's OK. At the very least it was consoling to my friends and family and casual acquaintances that despite being a writer living in Beverly Hills, my life was as remarkably uneventful and often more boring than theirs. Glad to be of service, my fellow <i>glitterati</i>. So I took a hiatus.<br />
<br />
I'm not saying age isn't a factor to whether or not you're checking your Instagram feed in between reading this - because it is. But I guarantee that cotton-candy-colored haired, furry-slippered, intermittent-fasting Grammer in front of you ordering their third soy chai latte has 10x or more IG followers than you have legitimate business connections, you LinkedIn All-Star, you. And significantly more important to most brands. But you knew all that and it needn't concern you from a business standpoint, right? Credit Instagram for giving birth to the growing influencer movement - whether you're under the influence or not. It's the real deal and though it may not be something <i>you're</i> checking every minute for K-pop updates and make-up tips, your future customers are.<br />
<br />
Challenging predispositions was my first order of business if I was to truly evaluate the platform for B2B viability. I'll just come out and say it. Instagram <i>is not</i> just for millennials, though some credit at least part of its huge popularity to a Facebook exodus after our grandparents learned how to "friend" our ex. Stop mocking Instagram's popularity if only because your competitors have. Good news: the transition from social self-promotion <span class="ILfuVd"><span class="e24Kjd">outlet to legitimate business generation has not (completely) left the station. </span></span>Translation: swallow your pride B2B companies and start addressing Instagram as the money-making enterprise it is or it never will be for you.<br />
<br />
Evaluating Instagram's viability as an effective sales tool for B2B would require me making some changes. I turned my personal account into a business account. This provided me with greater insight into who was following me and when they engaged. More importantly, it opened up the opportunity to use a plethora of apps and online tools for a deeper dive into analytics. Oh, who am I kidding? It allowed me to advertise so Instagram makes it easy.<br />
<br />
Next, I'd refrain posting about me. I thought I should focus on promoting my marketing services. Or should I? Young buyers rebel against the hard sell. "Buy our product because it's great" is the quickest way to alienate. Traditional web ads will certainly work, but many of the web's most effective sales agents have never directly sold a thing. They've built a following through engagement. My objective: increase my followers and create engagement (likes, shares, comments). My product? Words.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMi2X0zcAzoPTp5JZNWkDz51zeaJRmgRuSpM2weBpEtXvwH2Qi-QqEi1bTgrh3mW-ulSUj0s-qVq0I9E7UzXKE_EfeCfol1ZUpBdlRfsF-_L_Nk3F5UcoBwdGnY0jIEtlkE-7zRowXXIDN/s1600/Screenshot_20190612-084544_Instagram.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;" title=""><img border="0" data-original-height="604" data-original-width="1600" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMi2X0zcAzoPTp5JZNWkDz51zeaJRmgRuSpM2weBpEtXvwH2Qi-QqEi1bTgrh3mW-ulSUj0s-qVq0I9E7UzXKE_EfeCfol1ZUpBdlRfsF-_L_Nk3F5UcoBwdGnY0jIEtlkE-7zRowXXIDN/s640/Screenshot_20190612-084544_Instagram.png" title="" width="640" /></a></div>
<b>The Tao of Tao</b><br />
<br />
When I established the account, I called it the "<a href="https://www.instagram.com/tao_of_frank/">Tao of Frank</a>" a pseudo-self-important swipe at myself<i>.</i> Then it hit me, why not take it a step further? Online overflows with self-aggrandizing inspirational and motivational quotes. I'd use Tao of Frank to create parody famous inspirational quotes from a First World Problems point of view.<br />
<br />
My original Tao of Frank posts appeared a couple of years ago on Facebook wherein I superimposed my face onto established memes that I "red-lined" like an editor. But the new Instagram account I relaunched would need to be all mine if I was to really know what engaged and what didn't. At first, they lacked a theme and any potential audience would not know what my intent. The point is and always will be: be consistent without being predictable. Let the readers know what to expect yet still be surprised. Writing these snarky quips was the easy part, but Instagram is a <i>visual</i> medium. I created a consistent look and feel. For a logo, I used the Buddha clip art and font resources built into Instagram intentionally making it look self-important.<br />
<br />
I alternated the quotes using various colored backgrounds. I remembered the Fyre Music Festival documentary that talked about its use of only a blank orange canvas to create engagement success prior to the festival's now epic failure. When I checked, my posts on orange had the highest number of likes. I believed I was onto something. I added my Instagram handle @tao_of _frank as the header. I created a consistent brand that would make<span class="st"> <i>Lao Tzu</i> </span>proud - or at least make his water buffalo proud.<br />
<br />
<b>The Tao of Hashtags</b><br />
<br />
Posts to my (very) small base were garnishing likes. But would the uninitiated buy in? It takes entertainment sites years to develop a following as they polish their act but I'm not doing dedicating years to create an act. I've got things to do so I needed a catalyst. Enter hashtags. <i>(Did he really just discover hashtags?! Does he -) </i>Yes, I know about hashtags and I've used them effectively for years. Cousin to keywords, many social media sites use hashtags to various degrees of importance. What keywords are to SEO on your website, hashtags are to Instagram.<br />
<br />
There is a science of finding a hashtag that attracts new viewers, followers, and/or buyers as your case may be. I searched for similar accounts. I found obviously relevant ones and not so obvious. I varied them, varied the amount I used. Some relevant to the quote, some to the audience. Until I was hashed out. The result was an audience to which they were delivered increased 10-fold.<br />
<br />
For explosive growth, I should have made these into videos, but I didn't because (insert favorite viral phrase for "laziness" here). Videos attract more attention. I learned that there were people who never checked my posts gladly clicked my icon to check my Insta-stories. Even though I never posted a video there, I was to create "videos" by using the gifs they provide. Sometimes it was an animated version of the day's post, other days he hinted what the day's post was about, and some others conducted surveys that let visitors select the next day's quote. Regardless, it pushed those to my post.<br />
<br />
Perhaps my favorite part of this experiment was the advertising. I spent pennies on the dollar compared to Google Adwords. IG gives you three options as to where to send people: your profile, your website, or a direct message. It allowed me to zero in on who (ages, sex, profession, interests), and where. The interface was straightforward.<br />
<br />
I posted a new quote every day, some days twice, some days an Instastory and a post. Like on every social media platform, I found there were better days and times for maximum engagement. Fair warning: the process of watching the likes and follower count go up or down after every post was indeed addictive. There's a horde of apps and easy to use free online analytics that makes it all that much easier to burrow down the rabbit hole.<br />
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<br />
<b>The Tao of Frank </b><br />
<br />
The Tao of Frank on Instagram was more an experiment than anything else. I learned why it's so massively popular, ran a few ads to better learn its advertising interface, and had fun during the process. With a few exceptions such as products and services that help boost your Instagram results, I think Instagram is still best for B2C companies. But it did teach me strategies and new lessons on how B2B companies can get the most out of their social media efforts. I'll answer the B2B question this way. I'm reminded of Marty McFly after his rock guitar solo at his parents' high school dance. "In a few years, you're gonna' love this."<br />
<br />
<a href="https://www.instagram.com/tao_of_frank/" rel="nofollow noopener" target="_blank"><i>Follow Frank Bocchino,</i></a><i>
a digital marketer who helps brands use strategic digital marketing
tactics to exceed their business, and marketing communications goals
using the latest tools for marketing automation, SEO, and social media. </i><br />
<br />
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<br />Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-19245421454742306482019-05-18T09:17:00.001-07:002019-05-18T09:17:38.860-07:00A screenwriter's take on how to write your book. <a href="https://www.instagram.com/p/Bxmy1VgFYW0/?utm_source=ig_web_copy_link" title="">A screenwriter's take on how to write your book. </a><br />
<br />
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<br />Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-62116859814915062692019-03-06T08:00:00.000-08:002019-03-06T11:54:29.147-08:00The 3 Job App Requests that Make Good Candidates Jump Ship<div class="separator" style="clear: both; text-align: center;" title="">
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<h3>
Avoid these questions on your online job app that are too personal and risky or risk losing the best candidates out there to another company.</h3>
I'm finicky, I'll admit it. My coffee has to have just the precise creamer to sweetener ratio or I won't drink it. My content has to have an engaging title and photo, or I won't post it. And if I came upon one of these three requests on a job application, I would jump ship faster than Amazon could say "hasta la vista, baby" to Long Island City - regardless of how much of a great fit I thought it may have been. And so do your top candidates.<br />
<br />
Before I go any further, I'll state that I do understand <i>why</i> these requests are made. Some are corporate policy, some for legal reasons, but mostly these requests are made to aid the HR department in placing qualified candidates at this or another position. So I'm not balking at companies that make these requests, but simply at the <i>timing</i> of when they do so.<br />
<br />
Now there are questions that I may not want to answer but do so reluctantly on online applications. Like the year I graduated college, that companies ask, you know, for *ahem* verification purposes. It's just a legal (read:<i> sneaky</i>) way to find out approximate age. Another one I dread is "<i>Tell us what makes you unique in 150 characters. Be sure to make it stand out!</i>" Makes me feel like I'm angling for a rose on <i>The Bachelorette</i>. But OK, I'll play along.<br />
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Which brings me to the first jump-ship offender: refilling the online app with all the information that appears so nicely on the resume. Not a huge problem if you're say, 25. A much different story when you've hit the executive level. It's a request that doesn't show much respect for the prospect's time as chances are, yours is not the only position they're applying to today. If it's important for your company to have all of this information in its database, then use one of the many resume parsing software utilities out there. Kudos to those companies that do, as it sends the message that it is more interested in me and my ability to do the job than building a personnel database. Or better yet, post the position on LinkedIn. It sends a profile, prompts the user to attach a formatted resume, and even remembers resume versions you've sent previously. (You're welcome for the shout out, LinkedIn.)<br />
<br />
The second offender is a request for social security numbers which frankly, is down right irresponsible. Even my bank is wary about asking to transmit this information over a non-secured network. Need it for a background check? I'll be happy to provide that personal info, salary history, name of the girl I took to the senior prom, and whatever else your company needs if my application status has gone from the new to the maybe pile.<br />
<blockquote>
I'll be happy to provide that personal info, salary history, name of the girl I took to the senior prom, and whatever else your company deems im if my application status has gone from the new to the maybe pile.</blockquote>
The last offender is a request for a list of references. Really? Before you ever look at my resume, set up an introductory call, see if my salary reqs are in the ball park, you want me to provide a list of ex-supervisors and peers for your database? That's a hard nope. I don't even know if I want the job and you're bothering - er, I mean - contacting people from my past who don't even know I'm in the job market.<br />
<br />
A job description might mirror a candidate's experience, but what it's what you <i>don't </i>see as a candidate that may present the problem. Having optimism that "this company will be different" can go a long way, as long as you realize you may often be spinning your wheels in the application process. Many companies - in broadcast media, non-profit, education, for example - won't state "don't apply if you haven't worked in our industry," but really should. Often it's the most important criteria to them: <i>"Looks like she's a serial ax murderer wanted in 15 States - ooh, but she worked for Fox and HBO!"</i><br />
<br />
Now hold on there, my HR compadres, this is not a crack on you. I feel your pain every time I'm asked to place an ad for a position I'm filling. Inevitably, rather than yes, no, and maybe piles, I have just two piles: maybe and did-this-person-even-read-the-ad? piles. So I'm always amazed how you're able to make sense of all that industry-specific jargon the hiring manager stuffs into the JD and match it up flawlessly with qualified candidates. I know this is beyond your scope of control. But if you can convince corporate that improving the online process will attract more of the best people, they may listen.<br />
<br />
<br />Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-59598316490679269932018-11-02T08:46:00.001-07:002018-11-02T08:46:20.193-07:00 That Time I Manifested a Glazed Donut<div class="reader-article-content" dir="ltr">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHt9vji9ivhxszJbzKXt5DDUAnD4bpr1XtDe-jdB_IMXw5htCvUbnHikBZWPvrotlDdDmRrZhZUPJPoyicHJdjAILs7JzSW8V7OzhDvWhNrYBFwWacy3OtqX_UVRJlh5iknMzmQvDmoVb8/s1600/Homer-03302018.png" style="margin-left: 1em; margin-right: 1em;" title=""><img border="0" data-original-height="545" data-original-width="970" height="356" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHt9vji9ivhxszJbzKXt5DDUAnD4bpr1XtDe-jdB_IMXw5htCvUbnHikBZWPvrotlDdDmRrZhZUPJPoyicHJdjAILs7JzSW8V7OzhDvWhNrYBFwWacy3OtqX_UVRJlh5iknMzmQvDmoVb8/s640/Homer-03302018.png" title="" width="640" /></a></div>
<h2>
<strong><em>or "Confessions of a Closet Optimist."</em></strong></h2>
Yep, I manifested a <em>real</em> donut. And not one of those generic grocery store brands or vending machine ones that crumble once you crack open the cellophane. No, I manifested a fresh, warm, glazed yeasty delicious ring of dough. More about the pastry from thin air in a moment, but first: <strong>manifesting business results</strong>.<br />
<br />
A dear friend called a while back and asked if I could help her with her digital marketing. So thrilled with the results, she wanted to return the favor. She told me all about the manifesting. "<em>The Law of Attraction," "The Secret,"</em> and the like all have manifestation at their core. In short, the practice of how one could "wish" things true. Her discourse on Manifesting 101 immediately followed including a lesson on how to manifest anything or - anyone - I wanted.<br />
<blockquote>
"What do
<strong>you</strong> want to manifest?," she asked.
</blockquote>
<blockquote>
"I have what I need," I said, "though I'd love to sell one of my film scripts."
</blockquote>
Now this may come as a shock, but native New Yorkers are not always the most optimistic people in the room <em>*pauses for gasps of surprise*</em>. OK, so it's not that we're all pessimistic - we're just very realistic. Or to put it colloquially, most of us can spot a snake oil salesman coming down Broadway. Needless to say, I was more than a bit skeptical about manifesting. But a few years ago, I moved to the Land of La La where crystals, reiki, and cauliflower pizza crust all live together in perfect harmony. And so I've become - dare I say it- an optimist and some of that the non-traditional - albeit new age way of thinking is not (totally) lost on me. Particularly when it comes to business.<br />
<br />
So the concept of "manifesting" was at least up for consideration. As instructed by my friend, every day I wrote down a simple thought: that I would sell a film script to a production company. A year later, with the help of a literary manager, headway was made through incremental steps forward, but still no sale.<br />
<br />
<strong>Now back to that donut...</strong><br />
<br />
One evening, I was at my local watering hole drinking, well, water. I've never been much for alcohol and the bar food was average, but the conversations with its patrons and staff were always spirited. On this particular day, the hot wings and fries just weren't hitting the spot and I craved something sweet. A foodie and dessert snob, those convenience store treats shall never pass these lips again. But at almost 10 pm on a Wednesday, all the nearby bakeries had closed. I started to focus on what I truly <em>wanted: </em> a donut. Los Angelinos love their donuts and the city boasts on making some of the nation's best. But I wasn't going to walk home, get in my car, and hope to find a late night spot open. Especially alone.<br />
<br />
Instead, I walked out of the bar and sat at one of its curbside tables. I thought more about specifically what kind of a donut I wanted. No more than 15 minutes later, a caravan of cars drove by slowly. They had lit up the outside of their cars and created an impromptu parade like high school fans celebrating their team's big win. But these young men were from a local place of worship, and had chosen to ride up and down the street and introduce themselves to locals for nothing else than to be good neighbors as part of their community outreach program. As part of their welcoming outreach, the young men approached passers-by offering not pamphlets but ... fresh donuts. I gladly accepted and it was delicious. <em>(O.K, I had two but he said it was fine since I asked nicely.) </em>I never saw those young men before or since. Nor have any passers-by offered donuts, desserts, pamphlets or anything else for that matter.<br />
<br />
So why did manifesting a donut happen so quickly and easily but a script sale has not? Could it be that at that moment, I wanted a donut more? Was it simply economies of scale and the only thing the Universe will bring you is your true love or consumer goods with a retail value of $5 or less? Or was it that by focusing on the fact that I <em>wanted</em> a donut made me leave the bar where my chances of getting a donut there were zero? Ironically, in that same bar a year earlier, I was someone's manifestation. But I'll save that story for another time.<br />
<br />
I'm not suggesting that those of you in sales should tell your manager you will forgo your weekly calls in lieu of wishing buyers to call. But manifesting in business does indeed work as it forces the brain to focus your efforts on a single task or desire, therefore increasing the odds of achieving, attracting, obtaining that goal regardless of what it may be. (Heck, or maybe it is a higher power or the Universe. I don't know - I'm a registered Independent, not Rasputin.) What I am sure of is that by moving to Los Angeles, it got me significantly closer to achieving my goals, and writing every day will manifest that script sale sooner. And perhaps, donuts or a brownie every once in a while.</div>
Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-78365166069671122262018-10-12T13:51:00.000-07:002018-10-12T15:07:46.493-07:00 How My High School Reunion Taught Me About Brand Marketing<div class="separator" style="clear: both; text-align: center;">
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<br />
<br />
Shy, skinny, and so nervous around my crushes I'd break out in hives: high
school was not a favorite time in my life. I had my group of close friends, but
didn't socialize much, spending my nights and most weekends writing.<br />
<br />
So I had pause when I had the opportunity to attend my high school reunion
this month. Would I be recognized, remembered or worse revert back to that shy
(albeit no longer skinny) kid? To my surprise, the evening turned out to be one
of the most enjoyable in my life to date. How was it possible four unremarkable
years could leave such a lasting positive impression? And then it hit me...I
had rebranded myself. Much of how I look and act has changed since then -
though the writing still accounts for much if not more of my time. I was essentially
the same person - just enhanced. But what I've come to realized was that I
wasn't enhanced. Shyness was replaced by genuine humility; nervousness by
confidence, and that all translated into <i>perceived enhancement.</i><br />
<i> </i> <br />
Often when we relaunch a product, we focus too much on content or not
enough. We focus too much on appearance or not enough. When really, it's the
perception in the marketplace that should be given the most forethought.<br />
<br />
The reunion also gave me a greater appreciation of the importance of demographics.
The confines of how we used to distinguish each other (e.g. the jocks, the cool
people, the nerds, etc.) were gone. How successful or not that we'd become was
irrelevant. We were in a room of 100 people exactly our age, from the same
town, who grew up listening to the same music and watching the same shows and
movies. But it went deeper, we all had children around the same age,
experienced similar relationship issues. The more we talked, the more we became
the same.<br />
<br />
Think of brands - Nike comes to mind - that have focused on what connects us
rather than separates us. This is not to say target marketing should be
ignored, but we need to find that central thread that integrates all of our
marketing regardless of channel, industry, or demographic.<br />
<br />
Finally, there's brand loyalty. Good bad or indifferent, all of those
classmates are celebrities, players in the movie that is my life. And I in
theirs. Together we comprise a brand. <i>Our</i> brand. In marketing, we
strive for brand loyalty but that is earned and not rewarded. It comes from
listening, sharing, and an openness to improve regardless of memories. <br />
<br />
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</style>Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-86784093963039034132018-07-25T15:03:00.002-07:002018-07-26T09:18:32.944-07:00Are You Working for the Company - or a Monarchy?<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSd2-3DjN1e2E8v6VZEc9_6z-98dYIXLVoBYObQtjvrs6lALHuhVBLORZmOEhrInmK3ss0aRfLLmjHrwVR7kivOidpigMsx7NjPuD7qa5cwGjFyC6C3M736Ubry4hMGF_xZSju4xe87qNZ/s1600/pexels-photo-189528.jpeg" style="margin-left: auto; margin-right: auto;" title=""><img border="0" data-original-height="900" data-original-width="1600" height="360" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSd2-3DjN1e2E8v6VZEc9_6z-98dYIXLVoBYObQtjvrs6lALHuhVBLORZmOEhrInmK3ss0aRfLLmjHrwVR7kivOidpigMsx7NjPuD7qa5cwGjFyC6C3M736Ubry4hMGF_xZSju4xe87qNZ/s640/pexels-photo-189528.jpeg" title="" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Your boss may manage like the Queen or King. But you don't have to overthrow the crown to fix it.</td></tr>
</tbody></table>
<h2>
<b><i>Trying to do your job but get blocked by the owner who hired you to do so?<br /> </i></b></h2>
Working at a large/public corporation or at an individually-owned operation often present distinct disadvantages. Red tape and pigeon-holed responsibilities are the banes of the larger companies. While smaller, one-person owned companies - while offering a fast track to promotion and increased responsibilities - may involve you working under a business dictatorship.<br />
<br />
Recently, a friend and I were having lunch to catch up. Like me, she began her career with Fortune 100 companies, then got wooed away by a small company a few years ago whose founder/owner was impressed by her big-name experience. She's done some job hopping to move up the corporate ladder since then.<br />
<br />
<b>Three months ago, she was excited about the prospects of making strides. Today, she put in her notice. </b>She just couldn't figure out where and why it all went so wrong so quickly. And this seemed to be happening, again and again, job after job.<br />
<blockquote>
<b>"Sounds like you're working for the king," I said. Her eyes widened. Bullseye. </b></blockquote>
<br />
You can't help but notice comparisons to those on the world stage, but really the story is a common one. Most companies were the brainchild or pet project of an individual, but those individuals grew with their company and learned how to delegate and trust the employees they put in charge. Not all self-built companies are run by tyrannical micromanaging megalomaniacs - <i>but some are</i>.<br />
<br />
I've worked intense 14-hour days that flew by because my efforts and results were praised by the owner who appreciated the work that went into it and rewarded the positive results it created. Those owners who loved going home to their families liked to buy lunch for the team, gave half-day Fridays well, just because. And I've been second-guessed and berated by owners who were so unhappy, indecisive, and unappreciative that hours went by like weeks, and fear, not diligence got deadlines met.<br />
<br />
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<b><i>Good news is there are some telltale signs that can help you avoid working for a monarchy. </i></b><br />
<br />
Take note of the type of questions you are asked during the interview process. In general, were they about your capabilities, experience, and management style, or were they more about loyalty, reverence, and the need for hard work? Did they want to learn about you, or learn what you knew about them?<br />
<br />
Then it's your turn. Ask about your predecessor? How long were they in the position? Did they step down to accept another position, or did they "just not get it"? Do the other employees that sit in on the interviews talk about how great it is to work there or the challenges, mood changes, and late hours to expect? Do they look happy?<br />
<br />
Read reviews on Glassdoor and Indeed. Take negative reviews with a grain of salt, but take notice if they complain not about pay but about corporate culture. And remember to those over-the-top rave reviews with a suspicious eye as well. about it and set expectations - yours.<br />
<br />
<b>Trying to Make it Work</b><br />
<br />
Let's face it. Often if you're already working for that business dictatorship, resigning isn't always an option. Some entrepreneurs just don't get civility in business. They might be just as clueless as to why they keep losing their top talent. I'm not excusing it but it may be up to you to help them to "see the light." They're often so much in their own head they can't see any other viewpoint. I remember explaining to one owner who was livid that his employees were ignoring basic business protocol, that he had never, in fact, stated what that protocol was. It turned out to be as simple as a dress code when clients were on site.<br />
<br />
Honesty is always the best policy when it comes to these situations. Explain how you'll need his or her support (<i>read trust</i>) to do your job most effectively.<br />
<br />Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-6813072310356256272018-06-20T07:14:00.001-07:002018-06-20T07:14:28.003-07:00Avoiding the Dreaded 5 Minute Job Interview<div class="separator" style="clear: both; text-align: center;">
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<em> </em><ul>
<li><em>You pick up the outfit you're planning to wear from the dry cleaners.</em></li>
<li><em>You cancel weekend plans so you can instead study up on your prospective employer, its website, and its competitive landscape.</em></li>
<li><em>You rehearse winning answers and examples pertaining to your experience.</em></li>
<li><em>You take the day off from work for the interview because, well, you're a shoe-in.</em></li>
</ul>
<strong>But instead, it's more of a <em>shoo-out</em></strong><em>, </em>and you find yourself back on the elevator down to the visitors parking garage in minutes. Disappointing, frustrating, demoralizing. Unfortunately, it happens more often than you may think. Or it will if you go on enough job interviews. What just happened? You barely had a chance to speak. Was it what you wore? <a href="https://www.linkedin.com/pulse/20141103132330-21923838-tattoos-in-the-workplace-too-much-ink-in-the-inc/">Your tattoo</a>? Your personality? Was it ...<em>you</em>?<br />
<h2>
The answer is...all of the above. And then some.</h2>
Until that dystopian day when robots replace us all like in <em>The Matrix,</em> you will often get or lose that job based upon factors other than what's on your resume. It may have been A.I. bots that flagged your resume but the hiring decision will be made by our fellow humans. And that decision was likely made before you made it through the door. Worse case scenario: racism, sexism, ageism, or another prejudice. For the overwhelming majority though, I'd say it was <a href="https://www.hcamag.com/hr-news/the-danger-of-unconscious-bias-in-hr-decisions-and-how-to-overcome-it-244975.aspx" rel="nofollow noopener">unconscious bias,</a> but there's not much you as the candidate can do to prevent that on a job interview.<br />
<h2>
But I'm an optimist who believes we can (often) avoid putting ourselves in this uncomfortable situation.</h2>
First career advice I'd recommend to avoid that 5 Minute Interview from occurring is to reread that job description - again. Don't underestimate your abilities or be intimidated by titles, but realistically assess your experience. Often anxious candidates will read it and think "I can do that" when really they should be thinking "do I want to do that?" Yes, you're awesome and hardworking, but if you owned the company would you choose someone eager over someone experienced? Perhaps. Just be honest with yourself. Often you just want the job because you feel you can get the job. This attitude will only have things ending up poorly. If you're not sure it's a fit, push for a quick phone interview on your lunch hour to be sure they want you, not someone whose resume contains all the right buzzwords.<br />
I can't tell you how many times I've had to dissuade the headhunter who has called me and convince them that I'm actually the <em>wrong</em> person for the job. I know my industry better than they do, and just because I've used a particular software, for example, doesn't mean I'm the "expert" the client is seeking.<br />
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Secondly, don't accept the interview before preparing a list of questions that are important to you. In fact, DON'T ANSWER THE PHONE! I know, you want to look responsive and professional, but you really need rethink it. If you're not working, you're likely to jump at anything. If you're employed, you might have to commit to a series of interviews you're unable to attend. Now's the time to find out all those deal breakers that they neglected to post in LinkedIn Jobs. And I'm not talking about compensation, because that's not going to prevent you from a 5-minute interview.<br />
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You need to ask about the interview process before you commit. Will there be more than one face-to-face? What happens after you interview with HR? Will it be a phone call? Will they agree to a Skype call in lieu of a face-to-face? Frankly, most companies don't really consider your extenuating circumstances until you're an employee. If you are out of personal days, can't meet during the day, live close to them but currently work too far to make a lunch meeting, then you need to let them know. Again, push for a clarifying phone call.<br />
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Often hiring managers will comply to stay a bit late to meet you if they feel you are a good fit, though many companies will insist upon the face-to-face regardless.<br />
The toughest part of interview preparation is not whether you can do the job, but whether you'll fit the corporate culture. That's because that's the type of information not readily available. For instance, I know for a fact that I've won and lost jobs by what I chose to wear to the interview. That avant garde New York ad agency later told me my black turtleneck/long black cashmere overcoat combo made me a cinch for the job. The blue suit and red tie for the marketing job at the LA cannabis company - um, not so much. So dressing for the part plays a factor, but so does energy level, seriousness (or lack of it), demeanor, interaction, and a variety of other factors.<br />
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The best way to avoid a 5-minute interview is to get submitted for a position through a recruiter or in-house HR department whenever possible.</h2>
It's their job to pre-qualify you and pitch the hiring manager on only viable candidates. If you make it past them, then you know you're in the running. Unconscious bias can, of course, play a part, but it's less likely since you've been vetted. Whether ultimately you are their choice or not, they will commit to a proper 30-60 minute interview.<br />
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But that blessing from a recruiter isn't always possible. Often it's hitting the job boards, attaching the resume, and sending it off. I've fallen prey to those 5-minute interviews I'm not proud to say. But when I think back upon it, I probably could have avoided them. If I dressed the part, inquired about the corporate culture, understood how my role was to fit into the current department, understood their interview process before I agreed to come in, and most importantly trusted my gut.Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-29714278832815883472018-04-21T09:58:00.000-07:002018-04-21T14:08:19.256-07:00 Turning Mindfulness into Mad Money<div class="separator" style="clear: both; text-align: center;">
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<i style="mso-bidi-font-style: normal;"><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi;">For some home-based, the business of energy healing can be both spiritually and monetarily rewarding. </span></i></h2>
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<span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;">Chalk it up to an increasingly digital - yet disconnected - world, but we increasingly find ourselves disillusioned with all things traditional – be it in our business or personal life.<span style="mso-spacerun: yes;"> </span>No longer reserved for the New Agers and the Glitterati, the search for “something greater” and “more rewarding” for the here-and-now has gone mainstream. </span></div>
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<span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;">No greater momentum than in the healthcare community where acupuncture, for example, is now covered under your policy. The definitions of health and healing continue to morph as the focus moves from the body and the mind, to the spirit and the soul. </span></div>
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<span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;">Energy healing, in particular, is gaining in both interest and credibility as proof from the growing number of books, seminars, and cottage industries promising and sometimes delivering on incredible claims. Yet different approaches to energy healing are appearing like shooting stars with some disappearing nearly as fast. </span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: Helvetica; mso-bidi-font-weight: bold;">One company that believes it has dialed into the right frequency is <a href="http://www.thereconnection.com/">The Reconnection</a>, based in Los Angeles. </span></div>
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<span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: Helvetica; mso-bidi-font-weight: bold;">“</span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: Helvetica;">Reconnective Healing is an emerging science that challenges our traditional understanding of health and healing,” said Dr. Eric Pearl. <span style="mso-spacerun: yes;"> </span>Pearl, a one-time chiropractor who ran a successful practice for years in Beverly Hills, Calif., is the founder of The Reconnection, LLC, which has taught a non-touch energy healing approach since the late 1990s. "</span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: Helvetica;">It encompasses the benefits of all known energy healing techniques, yet is accessible without steps, equipment, procedures or rituals, and can be learned by anyone."</span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;"></span></div>
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<span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;">So can energy healing replace visits to your medical doctor for treatments of serious illness?<span style="mso-spacerun: yes;"> </span>Of course not. <span style="mso-spacerun: yes;"> </span>It’s a strict tenet held not only by the medical professionals but also by many of the more notable energy healthcare providers, like Pearl who </span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: Helvetica;">believes that medical healing and energy healing can and should coexist. </span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;"><span style="mso-spacerun: yes;"> </span></span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: Helvetica;">His company will make no treatment claims and will only say that many of its students have reported “miraculous” results. The Reconnective Healing approach, as he explains, reinterprets the concept of healing that is unique to everyone who is exposed to it. </span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;"></span></div>
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<span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;">So, the question is, can energy healing move from the ashrams to the mainstream sustainable home-based small business? </span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: Helvetica; mso-bidi-font-weight: bold;">Despite a growing awareness, making energy healing a full-time career is challenging as the process fights to achieve widespread adoption. </span></div>
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<span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: Helvetica; mso-bidi-font-weight: bold;">Pearl and his staff are doing what they can to both teach students to heal themselves while providing them the training to heal others by offering healing sessions as a way to generate additional income. </span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;">They offer an <a href="http://www.thereconnection.com/rhoe/">online energy healing course</a> that teaches Reconnective Healing concept and basics. For those looking for more, the company offers three-day training programs that let students receive certificates to provide their own healing sessions. </span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: Helvetica; mso-bidi-font-weight: bold;">Currently, more than </span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;">12,000 around the world have received their practitioner certificates. Many recoup their training costs after conducting just a handful of sessions. <span style="mso-spacerun: yes;"> </span></span><span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: Helvetica; mso-bidi-font-weight: bold;"></span></div>
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<span style="font-family: "calibri" , sans-serif; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-bidi-theme-font: minor-bidi;">So will energy-healing practices replace donut shops and pizza places as the best get-rich-quick franchise opportunity? Certainly not soon.<span style="mso-spacerun: yes;"> </span>But for some home-based business workers looking to better the world while generating additional income – even if it's just extra mad money - <span style="mso-spacerun: yes;"> </span>it may be just what the doctor ordered. </span></div>
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Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-871136484365551642018-03-25T21:06:00.002-07:002018-03-25T21:06:29.300-07:004 of these 5 Startups that Failed Had this in Common<br />
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As a business writer, journalist, graphic designer, and digital marketer, I'm often courted by clients looking to get the "most bang for the buck" as the saying goes. Consequently, during the Dot Com days of the late 1990s and early 2000s, I was often hired by startups wanting to become the next Yahoo! I performed work for five startups in five years. The first four went belly up so quickly the ink on the business cards were barely dry.<br />
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Looking back on those days now, I've tried to isolate if there was something they had in common to help new clients to possibly sidestep the same mistakes and thrive. In fact, management at the first four did have one thing in common: the quest for perfection.<br />
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The perfect person, the perfect mate, the perfect home, the perfect job - none of it exists. So why would you strive to create the perfect company? I remember founders agonizing over logo fonts, the order of items on the nav bar, or comma placement in the mission statement, more than carrying out the mission statement itself. I soon learned the other department heads - Sales, Operations, Customer Service, Technology, Finance, HR - were dealing with the same micromanagement. At some point, you need to make the leap of faith.<br />
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I'm not saying proper punctuation and grammar isn't important in portraying a positive marketing image. It is, but errors happen when marketing is rushed so if you want a consistent image, allow the proper time for it. But do not confuse consistency with perfection. In today's digital world, things change rapidly - and often. Just look at <a href="https://www.digitaltrends.com/web/history-of-the-google-logo/">Google's logo changes over the years</a>. Pretty evident that it focused on perfecting search technology over typography, huh?<br />
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That fifth company, by the way - the one that survived? It was more important for its management to achieve first-mover advantage than it was to win first place in website design awards. It put up its rudimentary site - warts and all - concentrating more on feature accuracy than on AP style versus the Oxford comma. Visitors would call and point out typos on the website to which clever salespeople would thank them for, then turn around and sell them a product. They'd tweak the logo, the tagline, the language on the website, even the pricing almost daily. They offered a better product in lieu of white-glove service, valuing honesty over perfection. The typos disappeared as the sales and staff grew. The website went from rudimentary to sophisticated. The sales grew. And yes, that company's still thriving today.<br />
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An elusive quest for perfection isn't just the bane of startups of course. I see it all the time in blogs and social media. So many companies continue to get bogged down by the details, debating on which image to use in a Facebook post or Tweet that they don't get around wishing you Happy Thanksgiving until the fifth of July.<br />
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So then what - excuse the typos?! Ignore the inconsistency?! Settle for mediocracy?! No. Take time to avoid errors and ensure consistency. Focus on communicating what's legal, accurate, responsible, ethical, while remaining engaging, relevant, useful, valuable and striking. Then move on. Strategize before deploying tactics. Correct errors when they happen and accept that they will. Most will likely never see them anyway. Those who do will likely forget them - just like those previous Google logos.<br />
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Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-33096691373396637542017-12-19T10:22:00.001-08:002017-12-19T10:35:13.560-08:00Corporate Communications: What to Say (and Not Say) About the News <div class="separator" style="clear: both; text-align: center;">
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<h2>
When you're paid to communicate, keeping silent can be difficult - but sometimes it's the best decision.</h2>
Did you read what happened in the news <i>today</i>?<br />
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Actually, it doesn't really matter what day you're reading this because this has been a year of one outrageous news story after another. And I'm sure you've got something to say about it. In fact, I'd bet it's a viewpoint that they're not covering on your favorite news station. Or it's a comment so insightful, that it <i>needs</i> to be said to set the world straight.<br />
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Don't say it.</h3>
Facebook seems to the choice to voice unwanted opinions and pontificating. So much so, that I think they need to rework the logo to include a soap box and mic. Instant freedom of speech. So if you want to debate the guy in your 10th grade social studies class about the political climate, by all means enjoy. I shall choose to mute you both until you post photos of your dog or a yummy dessert I may want to try.<br />
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But when it's your job to provide communications for your company - be it social media posts, internal newsletters, emails, blogs - the urge to comment or influence can be overwhelming. Many have news backgrounds and were trained to report the good, the bad, and the ugly regardless of repercussions. But just because you have it in your power to reach millions about your company's product and services doesn't mean your two-cents should be on the wrapper.<br />
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But isn't that part of the privilege? Isn't it our responsibility to comment? Or better, isn't the whole idea of marketing and advertising to be topical and zero in on the minds of consumers? <br />
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Nope. (<i>Google</i> "<i>opening up a can of worms.</i>")</h3>
Look, I've heard a lot of clever, irreverent, and flat out brilliant comments from the late night hosts that have resonated with me about what is going on in the news, but they have no place in business communications.<br />
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It's policy for HR and legal departments to review every piece of public communications prior to posting (much like a press release) in many larger organizations. But that may not be practical for many so if you have any reservations about a post, by all means run it by other departments. Scratch that. Run it by them <i>regardless</i> as it's always a good idea to have a second set of eyes review everything that goes public.<br />
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As for internal communications, you don't want to portray an attitude that obliviously ignores what's going on. Simply address safety, acceptable and unacceptable behavior, as you normally would. Or if you haven't, start. Either way, simply do not reference the news. Present the policy for what it is: to provide a safe, comfortable, and equitable work environment.<br />
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As for public communications, this is not about choosing to be politically correct or not. It's about being savvy enough to know the difference between appropriate and inappropriate; topical and toxic; tragedy and a ticking time bomb. And always err on the side of caution.<br />
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<b><i>Follow Frank Bocchino, a digital marketer who helps brands use
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Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-65845903527729867292017-09-19T22:28:00.000-07:002017-09-19T22:28:49.055-07:00Digital Marketing: Gambling on Over Segmentation?<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
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<tr><td class="tr-caption" style="text-align: center;"><b>Segmenting your digital marketing department into buckets? Careful...</b></td></tr>
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As reliance upon digital marketing continues to grow, some corporate budgets have completely displaced (rather than supplemented) traditional marketing. The new normal sees companies with separate departments for email, SEO, PPC, display, social media, content creation, branding, and so on. However left unattended, this can create a marketing army of islands. The classic "left hand not knowing what the right is doing" - just with many more hands.<br />
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I'm not against the trend of marketing function specialization, in fact the larger the organization, the more sense it makes in my eyes. The <em>danger</em> for companies is the often complete lack of communication - or better - <em>coordination</em> of efforts of these departments. And that seems <em>exactly</em> what's happening.<br />
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So many companies I meet with have hyper-segmented to the point that campaigns across channels look like they've been designed by different creatives and/or agencies - and often have. This is deadly for branding and disseminating a consistent message. The lessened importance on the hands-on marketing director and/or VP of marketing is likely partly to blame. In other words, your orchestra still needs a conductor regardless of how much you shelled out for that star performer.<br />
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A second, and perhaps potentially more alarming trend than lack of integration is selecting one of those channels as the sole effort. In essence, "betting it all on red." This tends to be more a problem - not surprisingly - with smaller companies. I know of many executives that are convinced that PPC is the only viable way to generate leads. Quite the expensive bet. And not one which spreads the risk.<br />
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B2B or B2C. Small or large. The strategies will change; the segmentation will differ, but there are some consistent themes.<br />
Two digital marketing takeaways here:<br />
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<li>Digital marketing is at its most effective when it is part of an integrated campaign that includes traditional non-digital efforts as well including branding, customer outreach, thought leadership, and lead nurturing. (<em>Sorry but even if you're product is completely virtual, you're likely still going to have to pick up the phone, attend/sponsor a show or two, schmooze with editors and clients, have giveaways, or put together a PowerPoint deck</em>.)</li>
<li>The whole of digital marketing is greater than the sum of its parts. Yes, one medium (e.g. PPC) will prove more effective than others (e.g. email, social). And in turn, one PPC channel (e.g. Google, Facebook, LinkedIn) will likely produce similar disparity. But don't be tempted to choose one medium or channel over another. Spread the efforts like a financial portfolio. And make sure at least one team member is dedicated to making it all run smoothly.</li>
</ol>
Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-34956519428091885562017-09-14T00:00:00.000-07:002017-09-15T00:03:22.339-07:00Post Disaster Guilt: Does Worrying How it Will Affect Your Business Make You a Bad Person?<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEH7tCzCbj9kzfIpV3Ub9T_O2rurYuB1z1uULAaldujHH7-sBpKz7gS3d5hm0lda55ByR0w1mr0fiEY9O84BeF_srMJIkl3KMSVOCjmbyqFo3ho5F59UVfPb1o0iXvYQo_ahb3U3v9xCC0/s1600/otto.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="900" data-original-width="1600" height="360" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEH7tCzCbj9kzfIpV3Ub9T_O2rurYuB1z1uULAaldujHH7-sBpKz7gS3d5hm0lda55ByR0w1mr0fiEY9O84BeF_srMJIkl3KMSVOCjmbyqFo3ho5F59UVfPb1o0iXvYQo_ahb3U3v9xCC0/s640/otto.jpg" title="" width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><b>Otto the Texas Dog seen rescuing his kibble after Hurricane Harvey. No shame here.</b></td></tr>
</tbody></table>
<br />
If you've lived in South Florida for any given time, you've endured flooded streets, downed palms, broken roof tiles, and power outages for hours. But this week was gravely different. For many, Hurricanes Irma and Harvey lived up to their devastating hype. Towns were decimated and lives tragically lost. And now, <a href="http://nypost.com/2017/09/13/death-toll-rises-in-wake-of-irmas-devastation/" rel="noopener nofollow" target="_blank">oppressive Florida heat continue to claim victims</a>. Facebook provides a helpful "mark yourself safe" feature for those in affected disaster areas to let loved ones know they're OK with just one click. But what about businesses?<br />
<br />
Many of the South Florida and Houston-area companies who endured the recent hurricanes and came out virtually unscathed, have been oddly silent. And not because they're without power. Many corporations are trained to highlight only positive news, and bury the negative in fear of losing business.<br />
<br />
Human life is irreplaceable; so no comparisons are being made <i>or</i> even vaguely implied here. But <i>after</i> we've been assured that the people who work them are safe and well, isn't it human nature to wonder about how those business partners, vendors, and customer facilities in the affected areas have fared? And how their tragedy may affect other businesses?<br />
<br />
The devastation Harvey and Irma caused in some areas is irrevocable. So then is it callous, uncaring, even inhumane to ask a vendor "How will this delay my shipment of hair care products?" Um, you bet it is. But what if your question is about a medicine required to keep your elderly parent well?<br />
<br />
Then take it off the personal, and apply it at a business level. Let's say you've got a huge shipment date to hit and you're waiting for that last manufactured part from Houston. So where do we draw the line on when to ask business-related questions to our disaster-affected business contacts upon whom we rely?<br />
<br />
I believe the "We're OK," "Power's Back On," and "Temporarily Closed" social media announcements are vital and widely under used. There's no shame or blame when your company loses your power, experiences water damage in the factory, or needs to delay shipments as employees return from same havens and get their personal lives in order after a disaster. We <i>are</i> genuinely concerned about your staff's well being.<br />
<br />
However, you should Tweet about the ordeal when the storm passes. Did it miss you? Great, let us know. Show photos on Facebook and Instagram when you make it back. We're glad you're well. We'll make alternative plans to source materials and services until you're back in business. And we appreciate you sparing us the shame or discomfort of having to ask how this will affect us going forward.<br />
<br />
<b>Corporate Disaster Notification Steps</b><br />
<ol>
<li>Before the storm, email customers and business partners that you are/may be in the affected area. Apprise them of how (if at all) this will or might affect them.</li>
<li>Make plans for unforeseen disasters when possible. Set up a back up plans (e.g. satellite shipping points).</li>
<li>After the storm, provide updates to the world ASAP on your safety. Post on social media using your cell phone data if you have to. The sooner the better.</li>
<li>Let all know if production or shipment will be delayed and best guess estimates, if servers are down, if storefronts are accessible, if eCommerce is working.</li>
</ol>
<i>Follow Frank Bocchino, a digital marketer who helps brands use strategic digital marketing tactics to exceed their business, and marketing communications goals using the latest tools for marketing automation, SEO, and social media.</i><br />
<br />
<a href="http://www.linkedin.com/in/frankbocchino/" target="_blank"><i>Contact Frank Bocchino for business opportunities. </i></a><br />
<br />
<ol>
</ol>
<br />
<br />Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-20123708764812745642017-09-12T23:23:00.002-07:002017-09-12T23:23:46.457-07:00How Ted Cruz's Misstep Just Saved Your Company a PR Nightmare<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLweZ6liPDMIPVszThYcTBQwL9qTdJHCKYF-RlcXevXYYBE_6BIJpEuhCiGv2nnn-_o0EWUSYaNuEHLwQ9jAvHdbbweCFHX6-ElbNBUOSmoeBuGUFipKlO2usdjmipnYBbQTamx2rpAqw4/s1600/12-ted-cruz.w710.h473.2x.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="947" data-original-width="1420" height="425" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLweZ6liPDMIPVszThYcTBQwL9qTdJHCKYF-RlcXevXYYBE_6BIJpEuhCiGv2nnn-_o0EWUSYaNuEHLwQ9jAvHdbbweCFHX6-ElbNBUOSmoeBuGUFipKlO2usdjmipnYBbQTamx2rpAqw4/s640/12-ted-cruz.w710.h473.2x.jpg" title="" width="640" /></a></div>
Let's all give Senator Ted Cruz a collective "thank you" for what happened on <a href="http://nymag.com/selectall/2017/09/ted-cruz-likes-porn-tweet-from-official-twitter-account.html" rel="nofollow noopener" target="_blank">his Twitter account today</a>.<br />
<br />
Reportedly, someone was signed into the senator’s official Twitter
account and clicked the heart symbol below an adult video creating a
"@tedcruz liked this." It was taken down less than an hour later. “It
was a staffing issue and it was inadvertent,” the senator said. “It was a
mistake.”<br />
<br />
But Cruz's mistake hopefully got your attention and perhaps may just
save your company from experiencing a similar public relations
nightmare. Apparently, multiple staff members have access to the account
and post on his behalf. Redundancy is not a bad thing when it comes to
social media access. But <em>who</em> has access and <em>where</em> they access from <em>is</em>. And that lesson is an invaluable one.<br />
<br />
When you're in technology marketing, you tend to be on the forefront
of new media. Being an early adopter goes with the territory, and social
media was no different. I quickly recognized that social media is
simply public relations that is accessible to virtually everyone on the
planet. But used incorrectly, it is a weapon that is as dangerous as it
is powerful.<br />
<br />
Many companies have embraced the new medium. In business, Twitter has
done wonders for (mostly) B2C companies drive branding, engagement, and
sales. Yet, some companies still view it as a necessary evil.
Consequently, it gets put on the back burner and/or given less
importance than other digital marketing because it's misunderstood or
easily misused. <br />
Even the implication of a Bible-thumping politician frequenting an
adult entertainment site is an uncomfortable irony to say the least,
Cruz's bigger mistake, in my opinion, was not vetting the social media
posters and their processes. For example, it should be in the hands of
your most trusted employees or vendors - not summer interns or low
person on the totem pole. Think of it with the permanence of a book -
not an erasable chalk board.<br />
<br />
We may never know for sure how the Ted Cruz porn like post happened.
Whether it was malicious, accidental, or occurred as a result from a
hacker who disagreed with his politics. But you can benefit from Ted's
misstep by taking a closer look at your social media strategy before
missteps happen. <br />
<ol>
<li><strong>Choose your social media posters wisely. They should be PR pros. </strong></li>
<li><strong>Make sure all posts are crafted ahead of time.</strong></li>
<li><strong>Review all posts. Then have others do the same.</strong></li>
<li><strong>Make company posts from office computers that block objectionable websites and not personal computers and smart phones. </strong></li>
</ol>
Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-23645183526199398182017-04-28T08:22:00.004-07:002017-04-28T09:23:53.843-07:00Most Undervalued Company Benefit? Benefit of the Doubt.<h3>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhS9x4GL4L8e1Lhe8L4a2oQyunlyAO-xqyl_QmVtISiC21mEww22iXtxzY1gS9hYzbnmgvZIlOmV1ueAuPYEk1-w0PfozVK0uZb7y0oLSDhdpjWOchKhaiwf6DyUowdVBzvBi5tHJJPBFQL/s1600/photo-is-peterson-trust-0616.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="" border="0" height="372" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhS9x4GL4L8e1Lhe8L4a2oQyunlyAO-xqyl_QmVtISiC21mEww22iXtxzY1gS9hYzbnmgvZIlOmV1ueAuPYEk1-w0PfozVK0uZb7y0oLSDhdpjWOchKhaiwf6DyUowdVBzvBi5tHJJPBFQL/s640/photo-is-peterson-trust-0616.jpg" title="https://www.gsb.stanford.edu/insights/how-smart-leaders-build-trust" width="640" /></a>It's not always easy to trust someone; trust, like respect, is often
earned. In business that trust often comes with great responsibility
and at a price. </h3>
When you assign a task to a subordinate, you expect it to get done.
If it doesn't, there will likely be consequences. But what about when
it's a co-worker or your superior? Be honest: are you just as confident
it will get done?<br />
<br />
Some companies like to tout their benefits package as reason to join
them, but its often the intangibles that attract the best people. A
healthy working environment, one that fosters communication, encourages
input from all employees, is much more inviting than discount park
tickets and casual Fridays.<br />
<br />
I've found that the best companies tend to trust their employees. Not
blindly of course, but give them the benefit of the doubt that they can
and will do their job to the best of their abilities. I'm not talking
about those first jobs you had as a teenager busing tables, stocking
shelves, or getting coffee. After all, we all had that one college class
that we bluffed our way through so it's human natural to push the
limits. Often you need to use a bit more "hands-on" management on
entry-level and that's OK.<br />
<br />
There's been a lot of effort recently by some large companies to create fun work environments. Most attribute (<i>read: blame</i>)
this on Millennials. Now I haven't been Millennial age in nearly a
millennium, but I think the assumption that making a fun workplace is
the only way to attract the best talent is misguided and unfair. Free
craft beer and nap rooms aside, I'd prefer to work for a company that
trusted my judgement, my opinions, and my work ethic. Yes, and even at
lesser pay. Think about the jobs you've had where you <i>learned</i> the most. Were they the ones you <i>earned</i> the most?<br />
<br />
Because when it comes down to it, it's often a reflection on your
company's vetting process. Want to give your employees the benefit of
the doubt? Do your homework <i>before</i> you hire. Call references,
schedule multiple interviews, get sample work when applicable, and be
confident that HR has done its job of finding the right candidates.<br />
So trust your employees and trust yourself for making the right choice.<br />
<h3>
</h3>
Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-59517522075049939522017-01-23T15:18:00.000-08:002017-01-23T15:18:59.450-08:00Inside Predictive Analytics: Or How I Knew You Were Going to Read This.
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVDTlg2hcBjsjp3pDa4VJKmuQvcQSEOKzGX2rPUsgGP-SRf3ssTYOBvNXHWRLk3xRRK3H_jdzqP6Cz2ynjW8VWQOHZ7evzGZsHiYW6DYg44Fob4w9EdzQy671eumxzbwWVTEoles4eYLA0/s1600/HiRes1-1024x1024.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhVDTlg2hcBjsjp3pDa4VJKmuQvcQSEOKzGX2rPUsgGP-SRf3ssTYOBvNXHWRLk3xRRK3H_jdzqP6Cz2ynjW8VWQOHZ7evzGZsHiYW6DYg44Fob4w9EdzQy671eumxzbwWVTEoles4eYLA0/s320/HiRes1-1024x1024.jpg" title="" width="320" /></a></div>
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<h3>
Web Retailers would love to somehow tell buyers from shoppers. With predictive analytics, they can.</h3>
<div class="MsoNormal">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Depending upon the site and the products and
services offered, some website visitors will purchase a product, fill out a
form for more info, or schedule a demo. <span style="mso-spacerun: yes;"> </span>Most however, will take no action. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Conventional website
analytics can tell you where those visitors are coming from, what browser
they’re using and other well, useless information for a digital marketer. Other
software will tell you which Calls To Actions (CTAs) performed best, while some
others (like heat maps) will tell you where their eyes focus when they peruse
your site. All valuable information but still no way of telling buyers from the
window shoppers. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Leave
your tarot cards and crystal ball at home, predictive analytics uses data
mining, statistics, modeling, machine learning, and/or artificial intelligence
to analyze historical data to make calculated predictions about the future.
It’s been around for years of course. Mortgage companies use it to decide how
much to lend, doctors use it to determine the likelihood of developing certain
diseases. Where it is new is in digital marketing. Those advertisers who do use
it right now not only will have the winning hand, they will have the upper hand
on their competitors.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">First
the basics: when you browse the Internet you leave a trail creating a map of
where you’ve been, what you’ve seen, and what you clicked on from “cookies” or
tags that sites use to identify you.<span style="mso-spacerun: yes;">
</span>This creates a profile and your preferences.<span style="mso-spacerun: yes;"> </span>The practice of serving you ads based upon
your profile is called “remarketing.” Still not there at predictive analytics for
digital marketing. but we’re getting close.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Remember
all those people I mentioned who visited your website? Well some got there by
clicking the wrong link, or liked your photo, or was doing research, or a
school project, or a full deck of missteps and arbitrary visits. Others likely
got there and changed their mind: not a fit. Some though, <i style="mso-bidi-font-style: normal;">do</i> want your product – just <i style="mso-bidi-font-style: normal;">not
right now</i> due to budget schedules or inadequate revenues when it’s B2B. Or
maybe it’s the wrong size, color, or flavor if it’s B2C?<span style="mso-spacerun: yes;"> </span>Regardless, the timing isn’t right.<span style="mso-spacerun: yes;"> </span></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Predictive
analytics in digital marketing does a few things. First it analyzes your
history against those of others, more importantly, others who purchased. Buyers
have patterns so when they came, what the clicked on, how many visits they made
before they purchased. It works from the inside out, painting a picture of all buyers
and seeing how closely you align to the profile.<span style="mso-spacerun: yes;"> </span>Amazon is a great example of B2C best
practices. It shows me ads for vitamins, 29 days after I received my order of
30 capsules. And last week I purchased new pillows. Today Amazon showed me bed
linens figuring I would need those as well. Well played, Amazon. Well played.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">But
what about B2B where leads come in through website visits and forms? You have
all these prospects, leads, and a lead is a lead, right? But which ones are the
buyers and who should sales call first – or at all? You can sometimes check out
their company based on their emails even isolate IP addresses, but you still
don’t know who to call first. Enter predictive analytics that acts as lead
scoring taking into such things as the number of visits made, the total time
spent on your site, which pages were visited, whether they downloaded an eBook,
whether or done it all before, job title, their company size compared with
current customer company size. <span style="mso-spacerun: yes;"> </span>You are
only limited by your data and/or the database of your digital marketing agency.
</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Predictive
analytic practices are not without their critics. The Big Brother factor turns
a lot of people off in this increasingly connected world wherein privacy is a
commodity.<span style="mso-spacerun: yes;"> </span>But the intent is rarely
malicious and that’s why trusted vendors mean more than ever. Face it.<span style="mso-spacerun: yes;"> </span>Advertising cannot easily be escaped either
on or offline.<span style="mso-spacerun: yes;"> </span>So rather than condemn
retailers who strive to learn my preferences and buying habits, I commend
them.<span style="mso-spacerun: yes;"> </span>Show me ads for paraphernalia of
my football team, serve me coupons to my favorite restaurants, and save the ads
for medicines for ailments I don’t have, for chips I don’t eat, and video games
I won’t play.<span style="mso-spacerun: yes;"> </span>Learn me. Know me. Deal me
in.</span></div>
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<b><em><a href="https://www.linkedin.com/in/frankbocchino" target="_blank">Frank Bocchino </a>is marketing communications manager for <a href="https://www.revanadigital.com/" rel="nofollow noopener" target="_blank">Revana Digital</a>,
a Digital Marketing agency leveraging paid search conversion rate
optimization, SEO, and industry-innovative predictive analytics and
geo-targeting that result in sales.</em></b><div class="MsoNormal">
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Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-85074823485137492702016-08-14T22:36:00.003-07:002016-08-14T22:45:44.509-07:00Top Spot on Google: Tougher than an Olympic Gold Medal?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZO2FJzHR4kcDanBHLS_WWmHAHgvwiOIWWNRUblXjkgPUkY3pBAQ4cStL3_e7uD_VJsqSJ0qiTPiLqC0kM-RvVtQ1uNUbJGGHHnlqJXOM5hq0ZPUgjWPSCe58VKYb48j77JKyxjbBraddh/s1600/number1_google.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="282" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZO2FJzHR4kcDanBHLS_WWmHAHgvwiOIWWNRUblXjkgPUkY3pBAQ4cStL3_e7uD_VJsqSJ0qiTPiLqC0kM-RvVtQ1uNUbJGGHHnlqJXOM5hq0ZPUgjWPSCe58VKYb48j77JKyxjbBraddh/s400/number1_google.png" title="" width="400" /></a></div>
Winning an Olympic medal is an amazing achievement by athletes who have
dedicated years to win the highest honor in their chosen sport. For businesses, the Top spot on a Google search in their product or service is now viewed as their digital Gold
Medal. With talent, proper training, great coaching, and perseverance over time, finishing in the gold for an Olympic athlete is <i>possible</i>. Getting to the top of a common Google search may not be tougher, but it certainly isn't as straightforward.<br />
<br />
Longevity weighs heavy in Google algorithms for
search engine results page (SERP) placement. If you have been
established selling your product on the web longer than anyone, that
bodes well for you.<br />
<br />
The main factor is of course relevance. In addition to your website's age is it's relative content. Then add in the basics of the desired keyword
in your domain name, several other meta data factors, and the <i>relevant</i> companies and organizations that link, but that's just the basics.<br />
<br />
Take the world
"Olympics" for example. You can take all the money in the world outbid every bidder
in Google Ads and have flawlessly optimized your website, and you will
never reach the top. That's because the Olympics is a brand and the Olympics® will always be awarded
the top spot due to relevance. This applies to virtually every well known organization and brand. <br />
<br />
I was once asked to interview to run the SEO department by a bank with very deep pockets. It's site was ell optimized but they were late to the digital game with
thousands of competitors who had spent years trying to place for the
same. Management had one question: "When
will you get us to the top spot in Google search for the term
'mortgage'? My answer: "Never. And no one else can get you there either." Needless to say I didn't get the job and no, they still haven't gotten the top spot. <br />
<br />
I know what you're thinking: if they had such deep pockets why not spend a fortune on paid search? Believe it or not, relevancy weighs [almost] as much in paid search as it does in organic. Because the web surfer is Google's client long before they are yours. And they give the customer what they want. No relevancy and your ads become more expensive -- that is if they ever get shown.<br />
<br />
So is <i>every</i> top spot untouchable? No. Here's a few ways companies get that Gold.<br />
<ol>
<li><b>Their champ falters. </b>Just like a heavyweight that lets his guard down, the same can happen to your competition. If they ignore their SEO, and/or get more clicks and visitors for a product you both sell, you will rise. </li>
<li><b>They invent a new "sport". </b>Water Polo with Ping Pong balls? The top spot is likely yours. Same goes for new products. Let's say you invent a time machine, or a solution that actually turns a sow's ear into a silk purse? Or you can microfocus. Instead of trying to place for <i>widgets</i> nationally, optimize a page for <i>best metal widgets in Washington</i>.</li>
<li><b>They cheat. </b>The Olympics disqualifies athletes for steroid use; Google does the same to businesses who deploy "Black Hat" practices. They will catch you eventually. Just don't do it. Choose your vendors and those who run your paid search carefully or you can get banned. (<i>Really? Banned by Google?)</i> Yep. I've seen it happen and it's a nightmare. </li>
</ol>
Winning the top spot on Google does not mean it's engaging content with great calls-to-action. Nor does it guarantee closed sales or increased revenues, more click through rates and higher form conversion rates. And for digital businesses, that's what the finish line is all about. <br />
<br />
<b><i><a href="https://www.linkedin.com/in/frankbocchino" target="_blank">Frank Bocchino </a>is marketing communications manager for <a href="https://www.revanadigital.com/" rel="nofollow" target="_blank">Revana Digital</a>,
a Digital Marketing agency leveraging paid search SEM, conversion rate
optimization, SEO, and industry-innovative predictive analytics and
geo-targeting that result in sales.</i></b><br />
<br />
<br />
<br />Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-21804258739975305562016-08-01T22:48:00.002-07:002016-08-01T23:06:29.035-07:00Social Media: Avoid Bad Tweets and Recover When You Don't<br />
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<br />
In Alfred Hitchcock's classic horror film <i>The Birds</i>, a town is paralyzed when birds viciously attack unsuspecting citizens. A remake of sorts is being done online and it's called <i>The Tweets.</i> Designed to give the common man a voice to be heard, Twitter has now become a loaded gun for politicians and celebrities with which to shoot their feet. Everyday, bad tweets seem be pecking their way into the media creating more havoc and ill-will than promotion. <br />
<br />
Certainly some are bigger offenders than others, but it's not just the orange-crested loons making bad tweets. It's companies too. So what's a bad tweet and how do you rebound from them?<br />
<br />
Think of Twitter as a ticker tape to the world. It's a great way to quickly communicate with customers, vendors, fans, etc. Recently a well known marketing automation company released a tweet with "four-letter" words. It was trying to stand out with a catchy play on words, maybe appeal to a younger crowd I suppose, (<i>As if only young people curse?)</i> But in a business to business community to me that seems to go too far. Some try to slip through the
cracks but they are always caught. At its core, Tweeting is another form of advertising and should not include anything you wouldn't say on broadcast television or to your grandma. That said:<br />
<ul>
<li>Don't use vulgar words or sexy images</li>
<li>Avoid taking sides politically</li>
<li>Avoid religious or racial stereotypes </li>
<li>You can use humor, don't make it edgy</li>
</ul>
The best advice I can give is wait. What might sound cool and clever when you think of it might sound incendiary the next day. So what if you don't wait and impulsively Tweet something off color or controversial?<br />
<ol>
<li>Delete the tweet. No it doesn't make it go away forever but it will slow the burn.</li>
<li>Explain and apologize. Hit the wrong button? A victim of auto correct? Tell us what happened and we may believe you.</li>
<li><i>Don't</i> explain and apologize. Sometimes we're just plain wrong. It happens. Bite the bullet, admit fault, and move on. </li>
</ol>
Finally, entrust your social media posting to someone you'd tell your bank PIN. Yes, it's that important. One celebrity may be facing jail time for posting a photo of an unsuspecting guest in a gym locker room, another in hot water for tweeting a racial slur, so if you choose to take flight on Twitter, take it seriously. Otherwise your company may be starring in its own horror story of its own. <br />
<br />Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-73667345093763483512016-07-29T10:26:00.001-07:002016-07-29T10:26:43.112-07:00Use Your Cell Phone As a Phone? You're Old.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi9mRhnc2hZQmw71EN71hyphenhyphenRKo4ziUZ__wycBcdf6YoGKJYYW9ceqpIQnYHFdpdlkf2sJ8L8rhFEerqSTPMXZovhXX-jfcptPF-BA6MdDSwtj3fIRjUfj4Ka6T72JZ9Mg4unzrGZ2ErdWxDW/s1600/AAEAAQAAAAAAAAfyAAAAJGI5NDlmODA1LWJiYWMtNGU1NC1iMmNlLWZlOGJiZTBkN2NmOA.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="228" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi9mRhnc2hZQmw71EN71hyphenhyphenRKo4ziUZ__wycBcdf6YoGKJYYW9ceqpIQnYHFdpdlkf2sJ8L8rhFEerqSTPMXZovhXX-jfcptPF-BA6MdDSwtj3fIRjUfj4Ka6T72JZ9Mg4unzrGZ2ErdWxDW/s400/AAEAAQAAAAAAAAfyAAAAJGI5NDlmODA1LWJiYWMtNGU1NC1iMmNlLWZlOGJiZTBkN2NmOA.jpg" title="" width="400" /></a></div>
<br />
<strong>Watch a millennial's face when their cell phone rings. </strong>First,
it takes them a second to realize what that sound is. Then you may
witness a range of emotions, anywhere from confusion to annoyance to
complete panic. One thing's for sure though. They won't answer.<br />
Actually fewer and fewer people do use their mobile phones to talk. That's why phone carriers give you unlimited minutes now. (<em>And you thought it was because you were a loyal customer</em>.)
Oh sure, that annoying business guy with the double non-fat, two
Splenda upside down latte, who likes to broadcast his "win/win,
no-brainer" deal to you and everyone else in earshot at the coffee shop
still yaks on the phone but it's just part of the image he's
brandishing. But "live audio messaging" as it is better described now
is passe.<br />
<blockquote>
<strong>"So who are you listening to these days?," they ask as I walk on by with my earbuds on.</strong>
</blockquote>
<blockquote>
<strong>"Uhm...another person. You know, the one who I'm having a conversation with?"</strong>
</blockquote>
Using a cell phone to talk is the new sign of old age. Today we
communicate by text, selfies, six-second Vines and Snapchats. Or better.
Not at all. If in doubt, ignore and hibernate until the messages
cease...<br />
<br />
<strong>Now that I've got you sufficiently fired up, I'm here to
tell you that no, you're not old is you use your cell phone as a cell
phone: you're savvy. </strong> Advances in digital technology were not
supposed to end the way we communicate, but rather enhance it. We now
have the power to leverage the data through digital marketing, blending
technology using all of it - and yes even none of it when we are face to
face.<br />
So text, message, post, tweet, chat, and yes even call. It's better than OK. It's smart business.<br />
<br />
<em><a href="https://www.linkedin.com/in/frankbocchino" target="_blank">Frank Bocchino </a>is marketing communications</em><em> manager for <a href="https://www.revanadigital.com/" rel="nofollow" target="_blank">Revana Digital</a>,
a Digital Marketing agency leveraging paid search SEM, conversion rate
optimization, SEO, and industry-innovative predictive analytics and
geo-targeting that result in sales. </em>Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-43988010124470701122016-04-22T10:51:00.001-07:002016-04-22T10:52:06.737-07:00Social Media Requests: How Much is Too Much?<br />
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<br />
I did a search, clicked a link, and that website I just visited wants to know who I am. And when it asked, I ran. Or least, close the tab and moved on.<br />
<br />
Though their intent is most likely not for nefarious purposes, many websites want to know as much about their visitors as possible. They want to target content to me and marketing pitches. But there's a right and wrong way to go about this. Or better, effective and non effective methods.<br />
<br />
A common way now is to place a pop up ad to cover the content requesting your name and email before you can read their content. Think that will work? Only if you're trying to chase away visitors. Imagine going into your local market that offers free samples. "Sorry. Before you can have a taste of that ice cream, I'll need to see some ID?" <br />
<br />
The hidden content method simply won't work because there are just too many alternatives out there for information. Do a search for topic, product or service and you'll get thousands of answers. Answers without information requests.<br />
<br />
Canned SPAM laws and email marketing services demand that you prove
that each subscriber requests and confirms that you can send them email. So then how do you get people to sign up for your newsletter?<br />
<br />
Short answer: you don't. Newsletters are dead. No one has time to read them online. If you insist on creating them, snail mail them and you'll probably get better results.<br />
<br />
Long answer: replace your newsletter with value, or exclusive content. So that email better have something they can't get any place else. Coupons, private sales, exclusive offers, work well. What if what you're "selling" is content? I've never liked the "sign in to read full article" as I bail on these too. Instead, give me the full article and make me sign up for an exclusive video on the topic.<br />
<br />
As for paid content, look no further than the dating websites who have perfected the process. The unsuccessful ones require every last detail before they'll let you browse. The smart ones let you browse and send messages, but you'll have to pay to see who replied.<br />
<br />
Requesting social media information all comes down to timing and reciprocation. Know when to ask, how to ask, and limit what you ask for.<br />
<br />
<br />Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-81226501070033019182016-03-05T13:01:00.001-08:002016-03-05T16:47:37.840-08:00Social Media and Politics: Soap Box or Silence?<br />
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It's that time of year again when your Facebook feed and Twitter roll gets inundated with post after post condemning candidates in one political party or praising those in another.<br />
<br />
I've posted the occasional political cartoon and meme: Hillary tweeting
dark thoughts in her dark glasses; The Donald being The Donald. Many
would argue it was with the intent to influence or persuade. I maintain
it's because it made me chuckle, but political commentary on social media
has become no laughing matter.<br />
<br />
Outrageous comments expressing our views to anyone who listen.are what social media is for, right? Our candidates do it so why shouldn't we? It sure is tempting to share that observation you heard on the drive into work, that statistic you read online, that funny meme that lambastes that candidate you've never trusted, so why hold back? It's your page to rule. Delete those posts and opinions that you find outrageous and promote the ones that champion your cause. Tell your friend from grade school about what FOX News said, what NPR debunked. Argue, make your case, unfriend and delete those who disagree. <br />
<br />
No. Just no. <br />
<br />
As US citizens, we are encouraged to publicly express our opinions -
freely and openly. Endorsements and contributions let you know where
some major corporations stand. And often many of those personal and corporate opinions are
ugly, frightful, even dangerous. But it's part of the process.<br />
<br />
The problem is that the lines between interactions among friends and family, and political discourse, have been wrongly intertwined through social media. Before the Internet, we voted privately in a booth then went back to our daily lives. We supported candidates at rallies, then returned to school and work.<br />
<br />
Soap Box or Silence: for me neither works when it comes to social media. The world hasn't gone crazy. It's gone digital making it easier to
see the lunacy but also the humanity.
Which ultimately, is a change towards the positive. But regardless of which side you're on, everyone could use a healthy dose of civility and sensibility regardless of political leanings.<br />
<br />
<br />
<br />
<br />Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-71691016647484106652016-01-18T13:13:00.002-08:002016-01-18T13:13:21.050-08:00Top 3 Social Media Business Trends in 2016 You Need to Know About<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiF7WyjZJtu16V8zFvwpMW0r27bCisgf25omAQupewjb3tmchfhpb4TFdYvv5uOJXeh8mSnCzLWB1v0k9XVY8mT9kEntBWoEacPONRyu9Gb5YSuwlQ8v8xM8mm68ix3lgF8HKFjN19MqPN8/s1600/crystal-ball-825x550.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiF7WyjZJtu16V8zFvwpMW0r27bCisgf25omAQupewjb3tmchfhpb4TFdYvv5uOJXeh8mSnCzLWB1v0k9XVY8mT9kEntBWoEacPONRyu9Gb5YSuwlQ8v8xM8mm68ix3lgF8HKFjN19MqPN8/s400/crystal-ball-825x550.png" title="" width="400" /></a></div>
Ready for one last social media prognostication for 2016? <i>(Yes I know it's mid-January 2016, but that's just how I roll.</i> <i>*sunglasses drop in slowly over eyes*)</i><br />
<br />
Good, because there are social media trends that are starting and 2016 will see many changes in the landscape. And the sooner you see them, the sooner you'll be ahead of everyone else. And topicality is what social media is all about, right? <br />
<ol>
<li><b>Social Media is now just media</b>. This should not be a big revelation because to be honest, it has always been just another form of communications it's just that the terms public relations, marketing, and advertising were already taken. When you launch a new product, or in this case, a new medium, you need to simply explain what it is, how it differs with similar products, and list its benefits. At risk of sounding like a famous premature declaration let me just say: Mission Accomplished.<br /><br />The change has been gradual but more and more media outlets are avoiding the term signifying social media is part of the collective consciousness. The terms "Like Us on" or "Follow us on" have been replaced by the relevant social media badge. Auto companies just program it into their software whether you Tweet or not. Social media is no longer an option, and resistance seems futile.<br /><br /></li>
<li><b>Business & Facebook part ways.</b> If your business had a relationship status on Facebook it would most likely read: "It's Complicated". Not me though. I <i>love</i> Facebook, have written a few columns defending it, and lately with my lack of Tweets and Instagram posts we've been pretty monogamous. But for many businesses, it's not Facebook, it's them.<br /><br /> When social media first came around I think one of the most common sentences I heard by company execs was "I don't know what Facebook is, but we need one." So people scrambled to create company pages so they would be indexed on Google. New add-in apps were popping up like tabs for coupons and surveys and polls and -- oh wait. Facebook killed all those. Yes because it was cannibalizing on its plans for Facebook Ads. <br /><br />Today, there are several companies doing quite well generating revenues on Facebook. But I suspect most are not, because the once must destination has lost its allure for buyers. Plus many products and services are just not suited for the social networking site. As more and more people use ad blockers, the less of a tool it becomes. In short, if people want to find you, they want your website, not your Facebook web page.<br /><br />What your company page on Facebook <i>is</i> good for is posting videos and articles that can go viral. But that requires thought and planning, which brings us to...<br /><br /></li>
<li><b>Social Media management will move in-house. </b> As a person who offers outsourced social media as one
of his services, <i>file this one under "Cuts Off Nose to Spite Face" but
it is what it is.</i> This third trend is a natural outcome based on the first two.<br />
Social Media management is frankly too important to outsource anymore. Let's be honest, when social media just meant "Say something the
millennials will like on Facebook and Twitter," you didn't need to
outsource it. <br /><br />But as more and more companies learned (or better, feared)
the power of social media they outsourced it. <i>Hmm. I'm already starting to feel reminiscent with the lack of my nose.</i> OK I suppose you don't need to bring your social media in-house, but make sure you outsource it to those who specialize in it.</li>
</ol>
<br />Since social media is
just media, it needs to come under the marketing umbrella. It requires
setting and adhering to strategies, plans and integrated campaigns that
are monitored, adjusted, and leveraged like any other. Do this and you'll be ahead of the game. Stay tuned for more!<br /><br /><span itemprop="description"><br />
<i><a href="https://twitter.com/FrankBocchino" rel="nofollow" target="_blank">Follow Frank Bocchino</a>, a </i><i>digital
marketer who helps brands use strategic digital marketing tactics to
exceed their business, and marketing communications goals </i><i>using the latest tools for marketing automation, SEO, and social media.</i><br /> <i><br /></i> <i><a href="http://www.linkedin.com/in/frankbocchino/" rel="nofollow" target="_blank">Contact Frank Bocchino for media opportunities. </a></i></span><br />
<br />
<ol>
</ol>
Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-1708380799067488402015-12-14T23:26:00.002-08:002016-01-18T13:14:50.624-08:00Keeping the "Party" in the Business Christmas Party.<div class="separator" style="clear: both; text-align: center;">
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<h3>
I attended a Holiday Party this week. I mean, I think it was a party...</h3>
<h3>
</h3>
This is <i>not</i> an article on the validity of the War on Christmas or the value of replacing the word <i>Christmas</i> with <i>Holiday</i>. No this is business. And about a business Holiday party where not only was "Christmas" removed from the party, the <i>partying</i> was removed from the party. And the fun. <br />
<br />
Dickens knew how to throw a party - at least on paper he did. When I think of Christmas parties, I think of A C<i>hristmas Carol</i>'s Fezziwig: young Ebenezer Scrooge's jovial boss. <i>OK,
I guess I think of Mr. Magoo's version first but I grew up with that
Christmas Carol classic and still put "razzleberry dressing" on my
morning toast. </i>The point is that those were real Christmas parties
back then. Plenty of food and spirits, music and dance, mistletoe and
egg nog, and no liabilities. There was no drunk driving because everyone
walked there - or perhaps rode a carriage pulled by a sober horse. <br />
<br />
At the Holiday party I attended, few wore anything "Christmasy," not a
single Andy Williams or Bing Crosby song was played, no one quoted
their favorite line from "Elf," and a basketball game - not It's a
Wonderful Life - played on the TVS in the room. It was just a room of
well dressed folk. Men in suits, women in their LBDs. No rich foods, no
candy ribbon. Just a cash bar with people exchanging cards and talking
shop. It should have been billed "Business Meeting that just happened to
take place in December."<br />
<br />
I left at midnight less festive and more festering, longing for when Christmas parties were just that. I understand the need or rather inspiration for the name change to Holiday party. But these business parties are no longer much fun. Our corporate culture has made sure of it.<br />
<br />
Last year, I wrote about the <a data-mce-href="https://www.linkedin.com/pulse/20141205134820-21923838-the-holiday-party-3-sticky-questions-to-ask-before-you-go" href="http://www.business2community.com/human-resources/holiday-office-party-3-sticky-questions-ask-go-01088818#oyj69O1DQq2PXwqO.97" rel="nofollow">dangers of going wild at the company holiday party</a>.
But I understand why some people need to overcompensate for the
bore-fests they've become. I'm not much of a drinker but if I was I
don't think the lack of alcohol (or conversely the cash bar) is really
to blame for my bah humbugs. Nor do I fault making it inclusive to all
beliefs. For me, it's the lack of anticipation that falls short. It just
appears on the corporate calendar one day without input from the staff.
It's viewed as an obligation rather than a gift. Like the Valentines
Day card you give your partner when you both know the relationship's
over. Depressing right? Just like the "gift" of a poorly planned
company Holiday Party.<br />
<br />
I think we need to provide a Holiday party with the true spirit of giving or avoid giving one at all. Make it memorable and something to look forward to, or avoid it altogether. I'd rather have a gift basket filled with holiday cheer, than a party where we all question why we attended in the first place. <br />
<br />
<span itemprop="description"><br />
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Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-35816038007873999802015-11-17T10:32:00.000-08:002015-11-17T10:32:30.949-08:00Does Social Media Have a Place When Tragedy Strikes?<div class="separator" style="clear: both; text-align: left;">
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It's one of the most debated questions in the social media realm.<br />
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When tragedy strikes on such a worldwide level as it did this past week, we are all compelled to share what's in our hearts and minds. Sorrow, grief, anger, outrage, depression, fear, vigilance - the emotions overwhelm and often so does our need to be heard. Social media has made that easy, enabling anyone with access to a computer or mobile phone to do just that and broadcast what we want to the world.<br />
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But <i>should</i> we?<br />
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Take for example the facebook trend you now see that places a
translucent French flag over your profile photo. From French nationals
living abroad it was a heartfelt tribute of sorrow and solidarity. But
with proliferation, the obligation to do the same increases. It becomes
less a symbol of solidarity and more a membership card. Many of those
profile owners have never stepped foot in France, but that said, does it
preclude them showing their support? Does it mean you don't empathize
as much or don't care if you don't use it? Does it really help anyone? For many I suspect, the one person it helps is themselves. Facebook as therapist may not be the first choice but for some in this digital age, it's the only choice. <br />
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That "choice to voice" is yours and yours only. When celebrities and politicians do it, it can help humanize them. Though voicing their unfiltered feelings seems to be an opportunity for foot in mouth disease. For brands and businesses, the right thing to say - or not to say - is more complex.<br />
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There's a fine line between showing empathy and creating backlash from jumping on the sympathy bandwagon. How can a well meaning facebook or twitter post mourning the senseless loss of life be viewed as negative, you ask? It happens when grief ironically is perceived as a commodity. <br />
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For those directly affected, an outreach of support and empathy does indeed help the healing process. Just turn to your own life when you've lost a loved one and remember the comfort you received from condolences. Sometimes when it came from strangers it was even more powerful.<br />
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But for companies, adding their two cents regardless of how genuine they might be, are viewed differently. Will they be looked poorly upon if they don't join the cause? Will they look like they are exploiting tragedy and are just taking advantage of the attention? In short, do we care that they care? Can't we just assume that few people on this planet condone such violence and loss of life?<br />
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In these situations, I always think of my friend the attorney who asks his client's the same question before he files a suit. "What if you were to do nothing for now and just wait?" The damage and costs only escalate as your emotions subside. Unless you are adding a perspective so unique it needs to be heard, silence is a social media strategy to which most companies should adhere.<br />
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Some things simply don't need to be publicized and should not be commoditized. Resist the temptation to pontificate on the virtual soapbox we've all been given. Instead, choose to share those opinions and emotions with those you trust and contribute resources outside of the public eye. Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0tag:blogger.com,1999:blog-6547748709865288240.post-3086183538699399952015-09-27T21:07:00.000-07:002015-11-17T10:31:08.066-08:00Bridging a Social Media Marketing Generation Gap<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOxPEJdMLnZH6qh6a02AfHKn7lniS73gNJwW-HWeusqvO0dRooVrtG983zpFyimOio_4orC31mgqxzWiXRNiKbETl0hpz4AO__lysrLgZ02EGBOywUx1kjBtxhKXmWe6ruCCixIURagkCz/s1600/Screen+Shot+2015-09-24+at+5.38.56+PM.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOxPEJdMLnZH6qh6a02AfHKn7lniS73gNJwW-HWeusqvO0dRooVrtG983zpFyimOio_4orC31mgqxzWiXRNiKbETl0hpz4AO__lysrLgZ02EGBOywUx1kjBtxhKXmWe6ruCCixIURagkCz/s1600/Screen+Shot+2015-09-24+at+5.38.56+PM.png" title="" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Photo: http://www.entrepreneur.com/article/228029</td></tr>
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Social media best practices is often the topic of my column which is syndicated by several news services and tweeted to millions of readers. I've written two eBooks on social media best practices, and companies large and small hire me to create complex social media strategies and execute their plans. My newest client - the 19-year-old founder of Campus Thrift, (<a href="http://www.campusthrift.com/">www.campusthrift.com</a>) a new, online thrift store where only college students can buy and sell used goods - isn't much impressed with any of this experience. <br />
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Then again, she also happens to be my daughter...<br />
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Like it or not, there is a generational gap that exists in the social media world, and it only seems to be widening. You're always going to to roll your eyes at the generation before you who did not grow up with that new technology - bet it the horseless carriage or SnapChat. According to a <a href="http://www.businessinsider.com/2014-social-media-demographics-update-2014-9" target="_blank">social media demographic study</a> last year in <i>Business Insider</i>, the demographics of who's on what social network are shifting — older
social networks are reaching maturity, while newer social messaging apps
are gaining younger users quickly.<br />
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Not only have times changed, the time in which they've changed has accelerated ten-fold. Many of the "go to" places for advertising and promotion
just don't apply to digital start ups - particularly when you're
starting with a budget of zero. Don't quote me on the exact age is but
if you're 40 or over you rely on Facebook. If you're 30 and younger,
it's Instagram. Anti-social media and you're likely on Reddit. The list
goes on. <i></i><br />
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So then it would certainly makes sense that there's a Social Media <i>Marketing</i> Generation Gap. A chasm between the best ways to reach your target markets. It's why many companies give the job of social media management to the youngest person on staff, which I maintain is a <a href="http://www.business2community.com/social-media/remedial-lesson-social-media-protocol-0950232" target="_blank">mistake</a>. Twitter has been <a href="http://blogs.brighton.ac.uk/em262/2015/04/08/avoid-damaging-your-brand-twitter/" target="_blank">a faux pas minefield for some corporations</a>. But there's something to be said for the fact that each generations knows its own better than the rest. <i>I mean, am I a dope to think the word cool still means cool? Or is it dope to say dope instead? Either way, I'm cool with it.</i><br />
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In many small businesses, owners seek out the advice of experienced friends and family. So when my daughter asked for my opinion on some digital marketing for her site launch we locked horns in a way that went beyond a messy room or a distaste for steamed vegetables. There were marketing strategies that I spend weeks on instructing older CEOs that she knew like the back of her iPhone. Her site created in applications I've never heard of. I prefer blueberry, but humble pie was on the menu.<br />
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What <i>hasn't </i>changed is the tried and true methods of business writing, marketing, advertising and public relations. For instance, who is likely to pick up your press release, when to send it, what to include are still standard but require knowledge and connections. And phrases like "Free," "50% Off Sale" and "Limited Time Only" work on buyers of all ages. So traditional standard procedures that never crossed her mind. Chalk one up for the "ancient" (over 40) team!<br />
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So like in my and my daughter's case, bridging the Social Media Marketing Generation gap requires a meeting of the minds and mutual respect for knowing your demographic versus knowing your job. Will her social sensibilities and pop cultural references resonate better than mine? Will me inbound marketing tactics engage them to stay? We shall see but the Magic 8-ball says "Outlook is Good."<br />
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But in full disclosure, aside from some big picture tactics, the most major contribution I made to Campus Thrift was co-founding its founder. <br />
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<b><i><a data-mce-href="https://twitter.com/FrankBocchino" href="https://twitter.com/FrankBocchino" target="_blank">Follow Frank Bocchino</a>, a</i><i> digital marketing consultant who helps brands exceed their business goals </i><i>utilizing the latest trends for blogging marketing automation, SEO, and social media.</i><br /> <i><br /></i> <i><a data-mce-href="http://www.linkedin.com/in/frankbocchino/" href="http://www.linkedin.com/in/frankbocchino/" target="_blank">Or contact Frank Bocchino for media opportunities. </a></i></b></h3>
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<br />Digital Marketinghttp://www.blogger.com/profile/12983078292652661967noreply@blogger.com0