06 July
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Work the Plan

Planning

It’s a gorgeous and sunny day as I write this. I would like to be outside, maybe grilling up some steaks and drinking a beer or 12. But I’m working because that’s the plan. I have a short window of time to get a bunch of things done before I hit the road again, and because part of my business is to create media, that means writing and creating information that might be useful to you. Work the plan. That’s the message of the day.

Work the Plan

My media plan says I should be writing one of six types of posts:

  • How to
  • Vision/Perspective
  • Promotion
  • Interview
  • Do it Better
  • Review

In this case, I’ll call this post a “how-to.” It’s not the best I’ve ever written, especially because it’s so self-referential, but it proves the point.

If your goal is to reach into the heads of the people you hope to reach, you’d best have a plan. If your goal is to make money, and this digital strategy is part of the plan, then what are you doing to stick to it?

We Fall Off Plan Easily

The moment things get busy, we throw away those parts of our plan that are the hardest to do, or the ones that take the most thought. We all do this. That’s not just you. But that means we have to work even harder at keeping to our plan.

You know what should be part of every day? A reminder to be courteous and “with our customer.” Have you ever had a frowning busy waitress at a restaurant? She’s not there with you, and as such, you feel less important, less seen, and less cared for. And yet, that’s rarely part of our plan. Nando Caban-Mendez said that his mentor taught him to create what the mentor called “green blocking,” which was actual scheduled time to connect with people and give that personal touch. I love that. Look at how simply that adds this into the plan.

When You Get Off Plan? Get Back On.

One thing I really like about #12in12 is that Jacq built it with a “let’s get right back on plan” mindset. There’s no guilt. There’s no “well, it’s ruined now.” You just start again. Day one. Get back on it.

Plans and What You Write Down and What You Schedule

I don’t care what you use for scheduling and to-dos, but if you don’t have a synergy between what you say your plans are and what’s written into your calendar and your to-dos, then it’s not going to happen. My plan for today said, “Write next week’s newsletter, three blog posts, and then clear up your inbox.” I am ticking those items off one at a time. What’s missing from today’s plan is all the client work, which happens tomorrow, and it’s on that plan. I’m going to add those green blocks (thanks, Nando!). What’s on my schedule is what’s in my plan. Are you doing it?

It’s okay to have room for spontaneity. It’s okay to believe in serendipity. But if you’re looking to “go pro,” that doesn’t happen by chance. Plan it out. Work that plan.

You in?

Chris Brogan is an eleven year veteran of social media using both web and mobile technologies to build digital relationships for businesses, organizations, and individuals.

05 July
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The GM Facebook Advertising Saga Plays Out Like an Episode of Mad Men

Shortly before Facebook’s turbulent IP “uh oh”, GM announced that it was pulling its $10 million advertising budget from Facebook. Controversy erupted. Accusations ensued. Camps divided into three factions, those who support GM, those who support Facebook and those not yet ready to take a stance either way, but are paying attention.

It will forever be known as “the meeting” between Facebook sales executives and General Motors Global CMO Joel Ewanick and other GM senior marketing executives. In the end, Facebook and GM each walked away with less than they had walking into the meeting. Facebook lost a premier advertiser and also lost Ewanick as an advisor to its invitation-only client council. GM lost the ability to demonstrate leadership in a time where the advertising and automotive industries are flailing. All is not lost however as GM will continue to spend $30 million annually in managing its Facebook presence through earned and shared media strategies.

So what happened in that now infamous meeting? Perhaps one day, its premise will inspire an episode of AMC’s Mad Men…

It’s a dark, dimly lit room illuminated only by a projector. Cigarette smoke fills the only visible light. On the wall is an image of Facebook’s timeline. Don Draper leans forward. His words cut through the smoke. In a calm voice with menacing undertones, Draper asserts his one and only reason for staying in that room, “my client has requested a home page takeover. Now, before you respond, allow me to be clear. This, what it is you’re selling, your advertising products, they don’t work for us. We have deep pockets and we’re willing to invest in the right partner that shares our vision. Now, how about you play nice like all of the other media partners and give us what we want.”

Facebook responds, “no thank you.” The sales team then shuts their iPad and MacBook Air lids and proceeds to leave the room in what almost seems like a well-rehearsed exit. They must do this often. Draper sits back in his chair and exerts a simple, but telling response, “huh…”

While many speculated what actually took place in the meeting, Advertising Age’s Cotton Delo reported that the scenario above is probably not far from the truth. GM is interested in Facebook’s audience, but believes that the ad formats currently available are unattractive and ineffective. The automaker’s team desired bigger, higher-impact ad units. After all, GM and many other brands around the world have learned the art and science of advertising by investing in campaigns that stand out from others, literally and figuratively.

So why is Facebook steadfast in its position to not cash in? The answer is user experience. Facebook is home to over 900 million engaged users. U.S. users alone spend 441 and 391 minutes per month on average interacting on Facebook’s desktop and mobile platforms respectively. Mark Zuckerberg and the storied “build and ship” culture he’s created is passionately dedicated to improving and not compromising the user experience. For the time being, anything that disrupts that experience is off the negotiation table even it means the company must walk away from $10 million deals. As a publicly traded company however, it must now also improve investor experiences.

At some point, brands will need to see additional options for paid media. By design, advertisements should be engaging rather than distractions. But a large part of the problem has nothing to do with form, but instead function. Advertisers are still deploying uninspired digital ads on other platforms. Many bring that methodology to social media. Accordingly, the metrics traditional marketers use to measure success in social networks are limited to impressions, reach, clicks, and engagement.

“A bad ending follows a bad beginning.” – Euripides

Advertisers need to think about new end-to-end experiences that inspire and engage a far more connected and discerning audience. Home page takeovers are for Myspace and the digital nomads who roam elsewhere on the web. Facebook is a new type of co-created canvas that requires different strokes to attract a savvy clientele.

Even though GM remains committed to Facebook through earned, owned, and shared programs, it appears to carry a traditional philosophy and approach to its everyday community strategy. General Motors currently is home to 383,000 Likes. Chevrolet boasts just over 1.2 million. Changing lanes for a moment, its competitor Ford has more than 10 million fans globally with 4 million supporting Mustang, the single largest vehicle fan page on Facebook.

I reached out to Scott Monty who leads Ford’s Global Digital Communications for his thoughts on GM’s move. Ford sees Facebook as a new vehicle for storytelling where paid, earned, owned, shared, and promoted media converge to create a new story board that begets new rules. According to Monty, “Ford is accelerating our efforts in Facebook and other social platforms. It’s all down to execution. We’ve found Facebook ads to be very effective when strategically combined with engagement, great content and innovative ways of storytelling, rather than treating them as a straight media buy.”

One of Ford’s much touted successes on Facebook was its introduction of the 2011 Ford Explorer via its “Reveal” campaign. The company claims that the combination of advertising and creative storytelling helped it outperform a traditional Super Bowl advertisement for a fraction of the cost.

Monty emphasized support of Facebook, “We continue to have a strong, collaborative relationship with Facebook, which includes first-of-a-kind vehicle reveals, advertising and innovative ways of sharing content. Our engineers have also been working with Facebook engineers to develop unique and safer ways of integrating the car experience with Facebook.”

Ford’s Facebook strategy is also an extension of a more empathetic marketing and sales campaign that’s underway worldwide. I had the chance to interview Jim Farley, Ford’s first CMO during Blogworld Expo in Los Angeles. His mission as instructed by Ford President Alan Mulally was to, “get people to fall in love with the blue oval all over again.”

When brands approach marketing and advertising opportunities with a purpose, the results that follow are commensurate with an investment of both intention and execution. In other words, you get out of it what you put into it. And according to a report due this week, comScore has found that Facebook ads are effective. In a report by CNBC’s Julia Boorstin, she explained that comScore thinks Facebook ads are having a “statistically significant positive lift on people’s purchasing of a brand.”

Visit msnbc.com for breaking news, world news, and news about the economy

For years, advertising has made a business by thinking outside of the box. But when it comes to flat, consumerized networks such as Facebook, perhaps the industry needs to think outside of the box once again. Facebook is not without fault however. It too must help advertisers create and measure successful campaigns while enticing the community of active users to support the brands they love. Over the last few weeks alone, Facebook introduced new APIs to help advertisers design “clicks to action” within its marketing efforts to trigger what could be unconventional, but possibly more meaningful outcomes. It challenges marketers to think beyond the Like or traditional impressions for that matter.

In what seemed to be a direct response to GM’s adieu, Facebook also introduced a clever new tool that shows marketers just what they’re missing. Now within the timeline, marketers can see reach data for each post. Information includes the number of total fans who may have seen the post and the amount people who were reached through paid promotion.

Facebook is teaching marketers that it’s not just about whom you reach, the opportunity also lies among those you do not reach today.

The court of public opinion may be weighing in on the matter of Facebook vs. GM. But I think the real case is against the people in social networks vs. traditional marketing methodologies. What’s clear is that Facebook is intent on serving users first. Perhaps advertisers could take a cue from Zuckerberg to rethink experiences through advertising and marketing campaigns that consumers can’t help but click, share, and engage.

Conference Room: Shutterstock

Via Brian Solis: http://www.briansolis.com

29 May
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Pushing A Hashtag Really Isn’t Going to Work Without Some Preexisting Love and Trust

Wendy's and their #upgradeyourmeal hashtag

I saw a YouTube advertisement for the fast food restaurant, Wendy’s, where they were promoting the use of the Twitter hashtag #upgradeyourmeal (click that for your own real time search). Running over to Twitter to see what they were getting for responses, I saw the sampling above.

Do any of those look like loyal Wendy’s diners to you? Do any of those tweets make the restaurant proud? Will this earn the restaurant any more buyers?

When I see this, I wonder just how it was sold. I wonder what was promised. I wonder what the agency said to the client.

Hey, Sometimes It Works

When I searched on #doritoslocostacos, the new hashtag to accompany the Taco Bell sensation of a Doritos-flavored taco shelled taco, I saw a lot more love and praise.

Why? My gut (pun intended) tells me that Taco Bell has more of a fan base than Wendy’s, and that Taco Bell might be a slightly better natural demographic fit. But what if it isn’t? Maybe Taco Bell’s agency spent more money and got a bunch of people to tweet some nice words. Maybe this is a pay-per-tweet project or another kind of “word of mouth augmentation” campaign (read as “not necessarily trustworthy”).

And Is This Really Moving The Needle?

Wendy’s wants you to “#upgradeyourmeal.” Is a trip to Wendy’s an upgrade? I like their chili a great deal. I like their Frosty. I sometimes eat their other products. No part of my mindset while there is “upgrade.” Is it for you?

I don’t normally write posts that complain about a marketing methodology, but I guess I’m just asking whether this is what we think these tools were built to accomplish. If I’m some VP of marketing at Wendy’s, who sold this to me, and why did I think it was okay? What metrics did I ask to see?

And are you selling this? How’s that working for you?

Are Love and Trust the Missing Ingredients?

I am willing to believe that people love Taco Bell. Not all of us. But I think they have a fan following. I think they have people who choose that brand of fast food over any other type. I’m fairly sure people trust Taco Bell to deliver on a certain kind of experience, however you choose to view that.

Has Wendy’s earned that? And if not, how will they get it back?

Food for thought. Yep. I said it.

Chris Brogan is an eleven year veteran of social media using both web and mobile technologies to build digital relationships for businesses, organizations, and individuals.

01 May
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The Tao Of "No": 3 Guidelines For Politely Declining

This blog is written by a member of our expert blogging community and expresses that expert’s views alone.

Like many people I know who consider themselves good-natured–or at least are doing their best–I have a tough time saying “no.”

My instinct is always to take on more, to acquiesce, to give the answer people want to hear. Those who know me are perhaps raising an eyebrow of skepticism right now–okay, it’s true that I have no problem being assertive when there’s something that I want. It’s more an issue of declining or pushing back when it’s something others want: My natural inclination is to please at all costs. I even took a personality test at the behest of my first boss in advertising, and right under the Strategic heading, I displayed a quality called Woo, which means, if I remember correctly, a desperate need for people to like me (it may not have been that harsh, but that’s how I interpreted it).

I would never advocate that anyone try to become less generous or more stubborn. Openness, generosity, and a willingness to change one’s mind are some of the most important qualities a person can have. But there are also times, in business and in life, when you just have to say “no.”

1. Say “no” to clients if: They’re asking for something that’s truly detrimental to their business. This is a tough one, because we all become attached to the work that we do, and it’s very hard to honestly evaluate whether or not we’re digging in our heels in a way that’s self-serving (i.e. we love the work so we insist they love it too, period). In many ways, clients know their business better than an outside partner ever could, and it’s crucial to respect that. We also have an ability to push back in a way that internal staff never would, which we must use wisely and sparingly. My partners and I rely on each other for this valuable perspective–whoever is least close to the process will weigh in on whether or not a battle is worth fighting. And it’s only worth fighting if it’s truly going to help your client succeed (or prevent them from making a big mistake). The good news is, if you limit the number of times over the course of a relationship that you flat out refuse to do something, they’re much more likely to take it seriously.

Always say “yes” when: clients can justify their request with a strategic business decision that’s a whole lot bigger than your involvement.

2. Say “no” to favors when: Someone tries to make you an unofficial advisor to their business or project, without requesting that you take on an ongoing role. I am always happy to meet with people who are starting businesses or looking to rebrand–I would be nowhere today without generous souls who freely gave me their perspective. But this should really only happen once or twice. If someone is requesting ongoing meetings or a series of favors, then it’s appropriate for them to acknowledge your involvement in some sort of official capacity. Whether it’s creating an advisory board, compensating you for your time, or even just having a conversation where they outline their needs and ask you to define how much you are willing to be involved–any of these routes are preferable to casual but continuous contact. Your time and advice are extremely valuable and should be treated as such by those benefiting from your expertise.

Always say “yes” when: someone is just starting out in their career and needs advice. Every one of us relied on mentors to get started, and success means it’s time to pay it back.

3. Say “no” to plans when: You haven’t had a night to yourself in far too long, and you need some time alone. This includes business-related plans, as well as catching up with friends, even those you haven’t seen in ages. If you need a night off for your health and well-being, say “no.” Somehow it’s not socially acceptable to say that you can’t do something because you’re not busy, but it should be. So for our collective, overscheduled sanity, let’s make it so.

Always say “yes” when: you are just being lazy, and you know deep down you’ll have a great time or a meaningful experience if you get off the couch and go.

“No” is not a word that we typically associate with anything positive. But “no” is an inherent part of prioritization and defining what you stand for. When we think of it that way, saying “no” can actually open up the space for greater potential and possibility.

Image: Flickr user Adam Naddsy

Via Fast Company: http://www.fastcompany.com

30 April
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They All Laughed – The road to becoming a social enterprise

Guest post by Danna Vetter, VP, Consumer Strategies, ARAMARK

People laughed when we began talking about putting resources towards building a social structure for a company like ARAMARK. We heard it all:

The standard -
“We can’t open ourselves up to this kind of risk.”

The mean -
“You’re just trying to manipulate company perception.”

The ridiculous –
“No one wants to read tweets about hot dogs.”

If you don’t know, ARAMARK is a private, $13 billion global company that provides managed services (food, facilities, uniforms, etc) for clients in just about any imaginable environment and industry, including sports and entertainment, higher education, healthcare, as well as other general businesses and beyond. You might know us as the people that run the food service at your kid’s school. Or help manage your stay at a conference center. Or clean your room when you stay at the hospital. Or maybe you just know us from that aforementioned hot dog at the ball game.

In whatever the case, our employees work day and night to meet the needs of our clients and we meet them well. Sometimes we are tested by natural disaster or human tragedy like the trapped Chilean Miners. Or it could be any old fire drill our clients run us through –we are there for what our clients need and we make sure it happens. And as an “ingredient” brand that constantly works to get it right, we blend into our client’s environment and deliver on their mission with service results.

While our level of commitment has never changed nor has the expectations of our clients, what has is the consumer. Providing for the needs of today’s Connected Consumer has turned the service game on its head. It’s unlike any challenge we have ever seen. Sure, our businesses had dabbled in social media. Facebook page here, Twitter account there. But by not having a concerted social media effort and structure, we were striking out with an important segment of our consumers without coming to the plate. Ignoring the Digital Age, which has the consumer connected 24/7, would represent a huge opportunity cost. As Brian Solis often says, Digital Darwinism looms for all businesses. And by not connecting with this new consumer, we would be failing to deliver on those client expectations.

Coinciding with all this is the large, complex structure of our businesses, which are organized by industry segment. We have thousands of client locations and over 255,000 employees that work in different environments to meet different client goals and objectives. To create an enterprise strategy to connect with our consumers through social media would require a very thoughtful approach.

Social media, by nature, is alive, personal, and engaging. Anyone who has worked at a large, multi-business company knows that those descriptors of social media sometimes fly in the face of the more formal corporate culture. We are innovative, sure, but it’s a structured innovation. So, ARAMARK was never going to adapt to social media. We were going to have to adapt social media to ARAMARK.

And that’s what we did. We created a team that leads social media from the center of the organization. Our goals are to connect users managing social, consolidate resources, and share information. As you start to think about how you can fit social into your large organization, here are five areas to concentrate your efforts:

1. PEOPLE/COLLABORATION

Many of today’s corporations present fewer gaps of need wider than the one of collaboration. Getting internal employees to communicate and share information with each other is essential for success in today’s global workplace. To help champion social media across our organization, we turned to collaboration by creating a team of “social delegates” from across our businesses. The delegate was made responsible for helping draft their business’ social strategy, act as a point person for their community managers (those responsible for managing our social presence at each location) and become a social media expert.

We regularly hold social delegate meetings to discuss what is going on in social media across the company, what big industry issues have arisen, and to just connect and communicate about what we are all working on. To further the communication, we also have workspace on an internal social collaboration network that allows us to blog about best practices and thought leadership, share files and information, and create wikis to build a library of knowledge about this ever-changing media.

By having our social leads in tune with each other, they can work together to help solve problems, come up with better strategies, and learn new and important skills.

2. OBJECTIVES AND STRATEGIES

Social is not a one size fits all initiative. And a social media strategy, like any campaign effort, needs to be tied back to the business needs and objectives.

We started getting our businesses aligned with this thinking through needs assessment meetings with each of our business’ marketing leaders. As they built their objectives, we had them consider the audiences they are targeting and the goals they’re trying to meet. What comes out of this is the strategies needed to implement a consumer campaign, and then the social channels best capable of achieving success.

3. TRAINING

Developing social media strategies for all of our businesses made obvious a wide range of learning needs. So you can imagine how difficult it can be to train employees across the dispersed enterprise, considering we’re looking to empower thousands of employees from VPs of Marketing to front line managers, cashiers, cooks, etc. What we did was bucket the organization into three categories: Awareness users, Active users, and Expert users.

Awareness users are primarily the highest and lowest ranking members of the company that need to know the company is using social media and how and why this is becoming a part of the way we do business. Active users are the community managers that will represent the company on social channels. And Expert users are our social delegates, who represent our businesses in social and help develop social strategies.

We are working towards a comprehensive online library of “101” modules that focus on general social media and the primary social channels that make sense for our company (Facebook, Twitter, LinkedIn, etc). Our initial module, Social Media 101, was used as introductory training for all members of the company. More in-depth training, including live sessions, is developed based on the individual strategies and needs of the business. But we try to sustain the materials we create and use as much content across the enterprise as possible.

4. TOOLS AND RESOURCES

For a large segment of our company, social media was something they wanted to get involved in – they just didn’t know where to start. As we formed our center-led team, one of our primary goals was to provide the tools and resources so that the businesses could concentrate on doing their job, specifically creating the content that was going to help drive engagement within social channels.
We created a handbook on how to use social media for the organization, developed guides to build a social voice, and also put together a listening framework that identifies and manages conversations from the top to the bottom and vise versa.

We also got an enterprise license for a social media management system that allows our businesses to publish content, access analytics, and simultaneously manage multiple social channels. For the businesses, this really helps them manage their social users and campaigns. For the community managers, it allows them to operate their social channels in one place as well as share content, develop content calendars, and work within a hierarchical structure.

But the key theme here is rather than having multiple businesses in our company create their own resources and purchase their own licenses, we are able to centrally develop sustainable tools and resources that everyone leverages.

5. TEST AND LEARN

In a large company, you may only have one chance to prove a new idea is worthy. If it doesn’t meet or exceed expectations, that may be it. And as social media constantly evolves around us, getting it right is that much harder. At ARAMARK, we are a big believer in testing through pilot programs before larger rollouts. It’s not just the technology or the strategy that you’re testing out – it’s how your employees are able to adapt and implement those strategies with those technologies.

Once you find the right people to test with, create the goals and benchmarks that will give you the information that will demonstrate you met or fell short of success. And when the pilot is complete, you need to document your learnings and make adjustments to your strategy before you’re ready to launch.

That’s just a quick overview of the way we approached tackling the difficult process of organizing social media for a large company. We’ll go deeper into each of those five targeted areas in future posts here.

Always remember, if it is the right idea for your company, there’s a way to make it happen; no matter how crazy the idea or challenging the environment.

Building image credit: Shutterstock

18 February
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The USB Memory Stick Is Facing Extinction

One of the odd questions I keep being asked about the iPad is “Where do you plug in USB stuff?” It’s a sister phrase to the weird criticism oft thrust at Apple’s device, “Ah, it’s too limiting for me: I can’t plug in USB sticks.” This is weird because other makers, notably Apple’s biggest competitor, Samsung, follow the same proprietary connector path and because I’ve never once thought about plugging a stick into the iPad. Maybe, soon, most people won’t think like this either–because the USB memory stick is very swiflty about to be obsolete.

To understand why, you’ve only got to look at how ubiquitous they are now. They’re a handful of dollars at your convenience store, novelty designs compete with austere ones, and they’re thrown around like confetti as promos at tradeshows. Any tech that’s got to this level of commodity is due to be banished to the history books. It’s just the way of things.

I jest, but USB memory stick tech hasn’t really advanced ever, even while it’s flourished like crazy to fill a technological need–moving files swiftly and easily between computers, faster and with more convenience than burnable CDs. That’s partly why it’s got so cheap so fast. But this also means that a bunch of other technologies have been advancing, and are about to make the USB stick obsolete.

It’s all about the mobile computing revolution, which has done two very important things: introduced people to the idea of accessing wireless data on the go or anywhere they could imagine and also changed how people think about computer files.

What’s A USB Stick For, Anyway?

USB sticks are useful for two things: Storing files temporarily, and sharing with another computer user. To drop a file on your USB stick you use your computer’s file manager, then you pop it in the new computer and access it.

Dropbox, an app that’s used by 45 million people who upload 1 million files every finve minutes, is at the forefront of revolutionizing this entire idea, and it works wirelessly: To drop something into your Dropbox storage you simply do that … and it’s accessible on any computer you log into anywhere, and also on hordes of mobile devices like iPads, iPhones or their Android, Windows or RIM equivalents. You can even share access to the files you’ve got temporarily stored in your Dropbox with your friends, all with a click of an email.

With free tech like this why would you hunt down your USB stick, fiddle with files, wait while it transfers, disconnect it, stick it into the new device … and so on? Isn’t it easier to drop your data into Dropbox and then access it anywhere and anywhen?

Dropbox is actually part of the cloud computing explosion because when you drop a file into it it’s stored “in the cloud” ready to be accessed anywhere you need. iTunes Match does something similar, as does Spotify: Both are cloudy-tech, using slightly different systems, but both allow you as the end-user to access your files–music ones in this case–wherever you are. The Amazon Kindle tech is similar, because you can access your same book files on the Kindle e-readers or other devices anytime you like and your bookmarks and such are shared among them. In a similar sense apps like Instagram or Facebook or Twitter do the same for your photos and videos, with Flickr and Picasa being overtly for this use: You almost don’t need to “store” photos on your smartphone once you’ve taken them, as long as you upload them to a cloud-ish storage service like these, ready to access them anywhere.

Systems like this are becoming a standard way of accessing many of your most important files on different platforms. Meanwhile apps like Instapaper offer a similar trick for reading online articles later on–instead of having to save that long-form Sunday Times article you found on your desktop PC onto a USB stick so you can read it on your work laptop on a coffee break, you simply pop it into Instapaper and it keeps tabs on the article for you, so you can read it later on your laptop, tablet, or even your smartphone while commuting on the metro.

The Mobile Revolution

That’s the point at which devices like the smartphone or tablet enter the argument because as part of the design of their systems they really do make you think differently about files that you used to think of as “yours.” For example, all the photos you painstakingly load into Facebook on your home PC are instantly accessible via the Facebook app on your phone without you having to do anything, and ones you snap on your phone are instantly reachable at home.

Subtly the smartphone, which means mainly the iPhone, has changed how we all think about using mobile data and mobile Net tech–previously it was rarely accessed, and now we all do it all the time so its price has dropped (and it’s use is poised for a huge growth). These devices also seamlessly connect to Wi-Fi networks and thus are online pretty much all the time…which is absolutely key to enabling the kind of wireless file sharing that Dropbox enables or the wireless streaming that Spotify relies on.

We haven’t even mentioned Google’s rumored “Drive” system yet, either: A system that will carry all of Google’s brand might with it, as well as being seamlessly wound throughout Google’s other offerings, and presumably letting you access your files wherever you like for what maybe zero cost (as long as Google can sell you adverts). Nor have we mentioned iWork, Apple’s cloud-based business productivity suite that lets you work on documents stored in the cloud, or Microsoft’s Office 360 apps which let you do the same.

Basically wireless, mobile, and cloud-based tech are outpacing the humble USB stick faster than an avalanche racing down a mountain.

Daddy, What’s A USB Flash Drive?

That’s not to say USB sticks going to entirely disappear tomorrow. Wireless file-sharing or cloud storage isn’t yet completely flawless or super-accessible, and there are many users who will for a while prefer to use physical media like USB sticks to share data (and users who have to, such as between corporate computers that cannot be connected to networked services for security reasons). USB sticks are also a significant percentage of the business of big firms like SanDisk.

And there are specific super-smart uses of USB sticks that’ll stay around for ages yet–like GigMark’s updatable marketing ones. GigMark’s been in the business since 2008, and has some patented tech that makes the humble USB stick really clever: Their IFD, or interactive flash drive, is similar to a normal one, except it has a bunch of hardware on it that means it phones home when plugged in to see if there’s an update to its content available. It’s designed to launch customer-personalized desktop apps that present the brand in a high-tech way, and it can deliver critical user analytics back to the parent brand so they understand user’s needs more clearly. It’s basically a branded USB stick par excellence.

According to CEO Parker Frost the trick is it lets customers of GigMark tech “get that user-level analytic data without having users log in to websites” at the same time that the IFD itself and its software is “powerful, clever and engaging.” GigMark can even design custom packaging for the stick to match customer uses and the real strength is that if they’re used for storing catalog information, the client can update the catalog for, say, 2012 on all of its pre-distributed IFD sticks and they’ll also work offline–infinitely better, cheaper, and more reliable than printed catalogs.

This tech is supremely innovative, and no doubt is a hugely potent tool for marketing and for some specific use cases.

But we’re still poised to ring the death knell on the USB flash drive. Its use will persist in the same kind of role that GigMark has carved out because the physical drive itself can carry a tactile marketing message in the way an app on your smartphone can’t. But before long all your USB sticks will be gathering dust on your shelf because you’ll have changed how you access data, as well as having more powerful cloud-based alternatives for file transport, and will be used to transparently accessing your files on a host of different platforms. After all, Apple’s already decided that the USB stick’s predecessor, the burnable CD and DVD, are goners…so you’d better start letting go of notions like “I saved my file on my desktop” and “copy it from the stick to your c: drive.”

Image: Flickr user Kai Hendry

Via Fast Company: http://www.fastcompany.com

06 February
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The Talent Paradox: Despite High Unemployment, Two-Thirds Of Your Employees Are Ready To Bail

Unemployment has been high for far too long, and voluntary turnover has slowed to a crawl in just about every sector of the economy. So why are employers worried about a talent shortage?

That’s the paradox Deloitte has been tracking since 2010 in its longitudinal survey series, “Talent Edge 2020.“ The latest report, released in January 2012, asked executives to list their three most pressing concerns about talent. The top concern for corporate leaders was brain drain–over 70% were highly concerned about retaining critical talent over the next year; two-thirds expressed the same concerns about high-potential employees.

These worries are well founded. Only about one-third of employees at larger companies expect to stay with their employers when the recession ends. Of course, employees with mission-critical leadership skills don’t even need to wait for the economic tide to turn, and many are not.

And leadership is key. As Good to Great author Jim Collins has demonstrated, leadership drives great business performance; the absence of leadership doesn’t just invite poor performance, it actually creates risk.

Creating Leaders

People often describe certain individuals as “natural-born leaders,” but the truth is that business leaders are made, not born–shaped through the assignments they receive and the experiences they have. That formation can happen by accident or by design. Leaving leadership development to chance can be chaotic and unpredictable; organizations that want to ensure that they have the leaders they need, now and in the future, would do well to embrace leadership development by design.

Most of the executives in the latest survey agreed that leadership development is a high priority at their companies, but few believe their organization’s capabilities are up to the challenge. And while over half the companies surveyed identified leadership development as an important priority, there remains a large disparity in how they put this into action.

Some companies remain reluctant to invest heavily in training because chances are that some of the people they’re investing in may eventually take their newly honed skills elsewhere. Turnover is a fact of life in business today, but by investing in employees, by demonstrating a genuine concern for their career development, by enhancing their skills, we can create and retain more high-performing, high-potential leaders.

Though some will inevitably leave, it is important that the investment in them is not seen as a loss. These individuals become valued alumni–some of whom may return in time–and potential clients, who can appreciate firsthand the benefits that accrued from the organizations where the focus was on education and development. It’s a strong value proposition for businesses, and it’s attracting a lot of attention.

At Deloitte, the centerpiece of our leadership development and retention strategy is Deloitte University in Westlake, Texas, where we help our people build the capabilities to better deliver valuable insights and to address our clients’ most critical and complex business challenges.

Not every organization is going to be willing or able to make such a massive investment–nor is it a quick fix, and the talent paradox is a challenge that must be addressed immediately. There are steps a business can take right now to prevent the impending brain drain.

Immediate Steps for Developing Tomorrow’s Leaders 

If two out of three members of the workforce are considering leaving their jobs once the economy improves, it implies a deep reservoir of personal dissatisfaction across the entire corporate sector.

Here are a few thoughts businesses should take into consideration to ensure high-performing talent feels a combination of purpose, impact, and mastery in their current jobs–and are ready, willing, and able to serve as the leaders of the future.

1. Identify your next generation of leaders–and then ask them to step up.  Leadership should not wait for the best talent to come to them–at that point, they may already be on the way out the door. Instead, prioritize and reach out to the people that demonstrate the most leadership potential. Create a plan together that aligns their goals and career satisfaction with the overall business strategy. Whether they are members of the Boomer generation, Gen X, or Gen Y, employees across the board say promotion and job advancement is the number one thing that would keep them with a company. Employees are eager to step up and lead, they just need the right support.

2. Align the work with the purpose.  Just as companies must provide products or services that are needed and relevant in the marketplace or their client matrix, every person within an organization wants to feel that the work they are doing is meaningful, their role is important, and they have the power to affect the company, their community, and importantly, their own career.

3. Then, give them the capabilities to go do it.  Once you’ve identified future leaders and ensured they feel satisfied with their position and future potential, empower them with the skills and tools to do their jobs well. That means providing training opportunities, mentoring, networking, stretch assignments, and on-the-job learning that will enhance their professional development. At Deloitte University, we’ve designed state-of-the-art classrooms for cutting-edge simulations that put our professionals in real-world client scenarios. Whether it’s in-person or virtual, learning is critical to attracting top talent and keeping them satisfied.

Yes, even in a recession–even with high unemployment–companies that rely on highly skilled leaders risk losing them. Practice leadership development by design, and become an organization that leaders seek out…and stay with.

Diana O’Brien and Alice Kwan of Deloitte Consulting are coauthors of this article. O’Brien is principal, Deloitte Consulting LLP, and Managing Principal, Deloitte University; Kwan is principal, Deloitte Consulting LLP, and U.S. Talent Services Leader.

Via Fast Company: http://www.fastcompany.com

10 September
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HOW TO: Use Your Social Media Skills to Earn Extra Money

Alexis Grant is a journalist and social media strategist. She tweets as @alexisgrant and recently launched an e-guide, How to Build a Part-Time Social Media Business.

Inside the social media bubble, it seems like everyone knows how to use Twitter, Facebook and Google+. But the truth is, while most businesses and organizations realize they would benefit from having an online community, many don’t know how to grow one or lack the time to do it.

If you’re awesome with online tools, this is a huge opportunity. Whether you already have a job and want to earn some cash on the side, or need a stop-gap income while you look for the right position, this demand for social media help can work in your favor — if you’re bold enough to step up to the plate. Here are a few tips for how to start making money using your social media skills.


Put a Value on Your Skills


Don’t be one of those clueless “gurus” who have given social media consultants a bad rap. But don’t underestimate yourself either. This is often a bigger problem for people who have ideas and skills that deserve a price tag. If you know how to use social media strategically, work it. Chances are somebody out there wants to tap into your knowledge.


Work for Free (But Only Once)


To prove you’re awesome at growing online communities — both to yourself and to potential clients — find a cash-strapped small business or non-profit organization and offer to do it for them for free. Not only is this a great way to build your resume, self confidence and knowledge, you’ll also grow your network, and hopefully come out on the other side with a client who’s willing to recommend you.

The best part? No one will know you did it for free.


Land Your First Paying Client


Use your experience working for free to solicit paid work. This is most difficult at the beginning, but once you have one client, you’ll be able to land others more easily. Hopefully, each client will tell her friends, who will tell their friends. If you do a great job for your clients, they will market your business for you.

So how do you sign that first client? It usually happens through your existing friends and contacts. That’s how it happened for me, and that’s what my readers tell me works for them. Tap your networks via Twitter, Facebook, LinkedIn and your blog. If you’re just starting your career, check out your parents’ networks, too. Those can be gold mines for this type of work. Tell everyone what you’re available to do. You never know where the first few leads may come from.

Don’t feel bashful about asking your friends and network to help you spread the word, especially in the beginning. They’ll likely be more than happy to do it. After all, your friends want to see you succeed.


Determine Your Services


Define your offerings beyond saying you “do social media work.” Do you teach people how to use Twitter and Facebook? Or create blog strategies for companies to implement? Maybe you even grow online communities for your clients. That practice is sometimes shunned, but there’s often a case for outsourcing social media, especially when the client doesn’t have the know-how or the time to do it herself.

Then consider what types of clients you want to work for. Individuals? Businesses? Organizations? Can you narrow those groups down by topic? The more specific you can be, the better your chances of connecting with the right people.

When a new acquaintance asks what you do, be prepared to explain in layman’s terms, using examples. “Social media” can sound vague and even daunting to newbies, and your target client may not be social-media savvy. Explain your services succinctly, and word will spread quickly about your offerings.


Decide What to Charge


Prices for social media consulting run the gamut, from free to several hundred dollars an hour. No matter what you decide to charge, some people will think you’re too expensive, and others will think you’re a steal. The challenge is finding the sweet spot for your skills and experience.

The beauty in figuring out what to charge, especially when you’re just getting started, is that it can vary from client to client. Think one client can afford to pay more? Offer a higher per hour or project quote. If you’re worried a potential client will lose interest once you reveal your prices, offer several tiers of service with different price tags attached.

Figure it out as you go. Whenever we leap into something new, we have hesitations. But you will learn by doing, so long as you have the guts to get started.


Via Mashable: http://www.mashable.com

31 July
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Freelance Web Development: 9 Tips for Better Project Management

The Web Development Series is supported by Rackspace, the better way to do hosting. Learn more about Rackspace’s hosting solutions here.

Taking on a large project can be both exciting and intimidating, particularly if you’re a solo developer. Big builds can be a lot of fun and serve as great learning experiences. At the same time, you have to keep the project moving forward, or risk missed deadlines and burnout.

Below are some tips to help you stay organized and productive, whether you’re working individually or as a team.


1. Make Your Contract Rock-Solid


When dealing with clients, issues like scope creep, late payments and deadlines are always a concern. And what may seem obvious to you may not be clear to your client. To avoid hurt feelings, delays and financial troubles, your first priority should be establishing a thorough, firm, but fair written contract.

A good contract protects both you and your client. In addition to general terms and conditions, your contract should contain specifics about the project: payment schedules, due dates, deadlines (and consequences for missing those deadlines), cancellation policies, guidelines regarding intellectual property and project scope. You can find many sample contracts on the web, but there’s no substitute for consulting with an attorney. When dealing with the safety of your business and your livelihood, the expense is justifiable, and should be calculated in your business overhead.


2. Have a Well-defined Road Map


One of the required supplements to your contract should always be a project road map. It should outline all of the project features as thoroughly as possible, and establish the general plan for project progression, from research all the way through deployment.

To start, write out all of the features in outline format. It helps to break them down into groups, such as “Account Administration Features” and “Inventory Control Features,” for example. Keep refining the outline until you’ve defined exactly what is expected and what needs to be developed.

Next, break the project down into different phases, such as research, design, development, testing and deployment. For each phase, state its goals clearly, and define where the project should be when the phase is completed. Have your client sign off on the phases, and include this document with your contract. You may want to make a second copy of this road map to include more technical details, such as technologies to employ and methods to implement each feature — but don’t change the scope unless your client signs off on the changes.


3. Establish a Style Guide


Whether you’re working alone or with a team, taking the time to establish a style guide for your project will help you maintain consistency throughout. Furthermore, when the project needs updating six months from now, you’ll be glad you made the effort.

There are two types of style guides you should consider: a visual guide and a coding guide. Keep in mind that either or both may apply to the project. The visual style guide should contain information regarding fonts, colors, branding and any other notes on visual appearance. You should also include a few examples of common elements, such as headers, forms, body content, sidebars and menus. While you may never need to go into such detail, the Skype Brand Book is a great example. The guide provides a great presentation to your client, a tool to help them understand how the project will ultimately look and feel. Review the established style with the client (mood boards are great for this purpose), and have them sign off on the look. Refer back to the visual style guide often during your own work to make sure you’re adhering to the set guidelines.

A programming style guide needn’t be project-specific (unless you’re working with a new team that has already established a style different from your own). It may be as simple as following an existing style guide, such as the Zend style guide. You don’t need to start from scratch here, but you need to be consistent. Having a clear set of guidelines will help any developers who may come on board later.


4. Take Time to Research, Plan and Test


When developing a new project, particularly one that’s interesting and exciting, people have the temptation to dive right in and get to work. An initial lack of proper research and planning can have detrimental effects, especially for larger projects. Take the proper initial steps and spend time researching, diagramming, reading through source code and organizing your thoughts. It will end up saving you time and money down the road.

The same applies to testing your code. It will spare you the tedious and often embarrassing problems of code rewrites, because the only thing worse than having your code fail during a demo is having it fail in production. Testing code and debugging shouldn’t be afterthoughts, so work both into your project estimate and timeline. There are a lot of automated testing suites out there today — everything from PHP and JavaScript to Ruby and Python, and countless other languages. It’s a good idea to learn at least one for each language you plan to use. Don’t forget to have real users navigate your software too. You and your client should both spend time actually using the site you’ve developed before going live.


5. Document As You Go


If you’re like most developers, you cringe at the thought of writing documentation. Taking the time to document something, especially when it seems clear at the time of creation, feels like a waste of valuable time. However, years from now those thousands of lines of source code may not make nearly as much sense.

Furthermore, programming styles and skill evolve over time, which can make old code hard to dive back into. So take time to document your code as you go. Make it as intuitive as possible by using descriptive names and logical progression. As a good rule of thumb, you should never need to document what something does, but make notes in your code that explain a feature’s purpose and function. Also note any dependencies that it either relies on or creates. Stopping at the end of each new feature and taking the time to draft some end-user documentation is a good idea as well. This will make it much easier to train your client on the software, and will also serve as a good way to catch any usability issues or features that were accidentally omitted.


6. Use Version Control


This should almost go without saying, but many solo developers don’t use version control for their projects. For a large project, this simply isn’t an option. A good VCS (whether you choose SVN, Git, Mercurial or some other system) virtually eliminates the possibility of accidentally deleting or overwriting code.

In addition to providing an invaluable safety net, commit logs also help you track your progress. And the ability to branch, fork, and merge your code gives you the flexibility to experiment with different methods of feature implementation. You can also refine and fine-tune your software’s performance without the risk of breaking existing code. Finally, it simplifies remote backup and deployment to testing and production environments. These days, version control should be considered an essential part of your development, particularly if you collaborate with other individuals.


7. Take Thorough Meeting Notes


Whether you prefer to use a laptop or a spiral-bound notebook, take notes when you meet with your client and other collaborators. Otherwise, you may not retain that minor detail discussed during the meeting as effectively. Good note-taking demonstrates to your clients that you’re attentive, interested and dedicated to providing them with good service. It ensures you don’t forget the little details, and it also saves you the embarrassment of having to go back to the client for clarification. It sounds simple, but one minor modification that went forgotten or overlooked could mean major changes in code or functionality. Save yourself the headache, stress and humiliation and learn to write everything down.


8. Organize Your Assets


As with thorough note-taking, keeping assets organized is another important step toward streamlining your project work flow. You may even consider a separate version control repository for project assets that don’t belong in the finished code base. Your client will likely send you a lot of files, content, artwork and emails containing feedback and requests for modifications and new features. Often, they’ll send more than one version of those files or requests.

Think about putting these assets into version control or some well-defined project management software. It can go a long way toward helping you keep information organized. Sending the wrong file or hunting through hundreds of emails not only slows you down and introduces the likelihood of errors, it makes you look unprofessional.


9. Put Due Dates in Writing


Due dates may often be established when outlining the project and its contract, but if this isn’t something you’re already doing, or if your current system isn’t working as well as you would like, it’s definitely worth the attention. Large projects tend to have a lot of dependencies, and missing one deadline can often put an entire project behind schedule. Mark due dates on your calendar and discipline yourself to stick to them.

Due dates aren’t just for you, either. It’s not at all unreasonable to give your client due dates for various deliverables, such as content and branding, and to set fixed periods of time for reviewing and approving assets. Clearly define due dates for all parties, and furthermore, address the consequences of unmet deadlines. As with negotiating a contract and drafting the project outline, always try to be fair, but don’t be afraid to be firm. Your client will respect you for it, and your reputation and career depend on it.

Images courtesy of Flickr, ZedZAP .. gone camping, justonlysteve

Via Mashable: http://www.mashable.com

30 July
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HOW TO: Get Journalists to Tell Your Story

This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.

Any press may be good press, but good press is even better. Yet, how do you stand out among your competitors and catch the attention of journalists? The traditional route is to pitch your story directly to reporters and hope it’s compelling enough that they’ll bite, or to offer your expertise around breaking news topics with your fingers crossed that the reporter is even working on a story about whatever that might be. Another option, however, is to respond to requests on sites that connect reporters with sources.

The most well-known of those is probably Help a Reporter Out (HARO). Started by Peter Shankman in 2008, it now connects over 100,000 sources with nearly 30,000 journalists (and brings in more than a million dollars per year in revenue). There are others, too — Media Kitty (which is older than HARO), FlackList, ProfNet (perhaps the oldest of the bunch), NewsBasis and Reporter Connection, are among the most active. These communities have grown so popular, that it’s now difficult for sources to stand out on these platforms, as well.

We spoke with Heather Kirk, the founder of Media Kitty, and Jennifer Nichols, CEO of FlackList, to get some tips on how sources can improve their chances of being noticed when responding to queries from journalists.


1. Be Fast


Speed matters when it comes to catching the eye of a busy journalist for two reasons. First, he is probably operating on deadline, so getting connected to a solid source quickly is important. Second, there are a huge number of other qualified sources trying to catch his eye at the same time. The last time I used one of these sites to find interviewees for a story, I received more than 100 email responses in the first six hours. That’s a lot to sort through, and the further out from my query, the more likely it was that I had already found the sources I needed to complete my piece.

“Respond as soon as you see the query and well before the deadline,” advises Nichols. “Once a reporter has what he/she needs, he doesn’t usually continue sifting through query responses.”

Being quick is also the number one piece of advice from HARO founder, Peter Shankman.


2. Be On Target


One thing all journalists universally hate is having their time wasted. Make sure when responding to a query on any of the aforementioned sites that your pitch is on target. Journalists are looking for sources that match their needs, not people who maybe, sort of, might have some expertise in a kind of, semi-related area.

“Don’t respond to a query unless what you are offering is truly a fit,” says Nichols, who advises that responses be kept to the point and devoid of fluff, but still full of relevant information. “The trick here is to still keep it short while including the pertinent info.”

Kirk also advises keeping the clutter out of your pitch and finding a unique — but still germane — angle to set yourself apart. “Relevant, researched and realistic replies score best. Attaching their hook to your material is key — colorful examples, links to fitting images, engaging background briefs and on-target experts with clout, character and ready accessibility all help set you apart,” she says.


3. Be Honest


“Don’t bait and switch,” says Nichols. “If you offer an executive for an interview, make sure you can deliver. Reporters don’t have the time or patience for your CEO to somehow now be on a plane to Rome and have only an assistant VP able to chat.”

Coming off as dishonest is the best way to sour what could have been a long-term relationship with a reporter. If a journalist doesn’t think he can trust you, there’s very little incentive to ever quote you (or your client) as an expert in the future.

“Many sources see every journalist lead as an opportunity to finagle their way into publicity, jazz up their client reports or nurture new contacts. Leads can offer all of these, but only if you tackle replies with transparency and sincerity,” notes Kirk.


4. Be Personal


Remember that when using these types of source-matching sites, yours is likely one of hundreds of responses that the reporter has received. Sometimes a personal touch goes a long way toward making you stand out from the crowd.

“A well-written, personalized and targeted response where there is a clear fit will get you noticed,” says Kirk.

Similarly, Nichols advises Googling journalists before pitching them to familiarize yourself with what they write. “Check out the style of their stories and how they typically present info and mimic that in your pitch,” she says.


5. Be Precise


Make sure your responses are accessible. No reporter has time to sift through a wordy or poorly composed pitch to try to find that nugget of expertise or the unique perspective that you might be able to offer. Craft a response that is straightforward and to the point and you’ll increase your chances of being tapped as a source.

“Make your reply easy to scan with bullet points and rich context. Rather than bulk up an email with attachments that call for an extra step to open and review, links are handier. Keep your response lean yet workable, colorful yet specific. Look for niche services that tailor to specific beats to up your odds even more,” says Kirk.

What other tips do you have for being a good source? Let us know in the comments.

Image courtesy of iStockphoto, urbancow, kycstudio

Via Mashable: http://www.mashable.com

Valve Interactive
An online marketing and design agency in Portland Oregon