by Miriam Hara | Aug 6, 2013 | Business Success, Design, Latest, Marketing, Social Media
In today’s corporate environment the vertical integration of all marketing facets is fast becoming the norm. The adage of “wearing many hats” that was once synonymous only with entrepreneurship, is no longer. Corporate marketing is increasingly becoming, in their own corporate space, a marketing hub for their brands, services or products.
If you’ve been following our blog 3H hoopla, you know that I have posted many times about the changes in technology and what that has meant to the advertising and creative field. Today I’m going to focus my perspective on what those changes have meant to corporations. Technological advancements, in terms of today’s computer and software systems, have allowed corporations to get “a handle” on their creative. Desktop publishing has given way to more sophisticated marketing and creative departments. Many corporate businesses have full internal marketing and creative departments, staffed with art directors, creative directors and graphic designers. Needless to say, this also means there is a greater need for full internet connectivity and monitoring of the way the corporation presents themselves to their target audience online, requiring a merging of the IT department with the evolved marketing department.
Over two decades after the launch of desktop publishing and the worldwide web, the business world is “a buzz” with social media.
Today’s corporate marketing departments are now finding themselves having to contend with all the social media platforms: Facebook, LinkedIn, Twitter, Pinterest and Instagram, to name just a few! Although the social media channel is nothing new, its platforms are relatively unchartered territory for corporate marketing. Many don’t know how to use them effectively, or evaluate and monitor their use.
As a result, many corporate marketing departments are becoming entrepreneurial adding yet another hat, social media to the number of hats they are currently wearing. Unlike entrepreneurs however, budgets are the not the motivating factor in initially taking on social media as a DIY (“do it yourself”) initiative. What ever the motivation is, it isn’t too long before corporate marketing is faced with the fact that to really run and maintain any social media property effectively, it takes a lot of time, focus, energy and knowledge.
Corporations are vertically integrating their creative needs and now, their social media needs.
On a theoretical level it all makes sense. At the surface, staffing for social media simply involves a good command of the English language with a strong understanding of social media properties. Right? Corporate businesses can now “own” all the layers of marketing, from product development, brand management, creative development, design and execution and now social media. The motivation of control and “owning” the brand voice is a real concern, but there are creative professionals and agencies that can be outsourced to provide this service seamlessly.
All this to say, social media isn’t a layer of marketing to be taken lightly. Social media entails strategy, investigation, monitoring, writing and engagement on a continuous (24-7) basis. At this point of the life cycle of Social Media, does it make sense for corporations to spread their resources too thin by including social media into their marketing layers? What are your thoughts on this, I’d like to hear about them.
by Miriam Hara | Aug 3, 2013 | Business Success, Latest, Marketing, Social Media
At the risk of stating the obvious, social Media is social. It’s social and because it needs to be interactive it’s high maintenance. It’s a new way of networking….for brands and businesses. As such, there should be a considerable amount of investment earmarked to be successful in this arena. The definition of social media differs from every business’ perspective. For some it’s Facebook and Twitter, others it’s LinkedIn or Google+, or YouTube and Pinterest…. to name only a few. Regardless of perspective, social media impact on brands and business is building significant momentum. It has grown and there’s no sign of that momentum capping any time soon.
You already know that if you are managing a brand, a business, local or international, you must find and exercise your voice within this channel. Now that you have your space in the social media environment, you can now exercise social media influence. Building a solid community is a must. It’s important that you create a community that is relevant for your brand and business.
Here’s a short list of what you should consider when establishing a social media presence for your brand or business:
1) Determine the why. Understand why your brand or business needs to be in the social media space. And no, you guessed it, “because everyone else is there” isn’t enough of a good reason. It’ll help if you write the pros and cons of participating in this channel. Note, I did say participate. Social Media isn’t complacent.
2) Establish goals. Don’t just go at it! Is it important to build a 10,000 strong community? If s,o understand why it’s important. Establishing how your brand or business will define success in this channel is important to get future support and budget allocation towards this channel.
3) Be strategic. Don’t go for broke! If you can’t do all the properties, then just do 1 or 2 very well. Social Media demands time… and each property you engage in, needs attention and initiatives to build a community. Investigate the different properties (ie: Facebook, Pinterest, podcast, blogging), and understand how each of them can or can not benefit your brand and business. Like with every advertising budget, understanding the efficiencies of a property and its associated costs will offer direction on what to do and not do .
4) Engage Regularly! There’s a rhythm to any social media property you choose to take part in. You must walk the talk. Too many brands and businesses have a Facebook Page and don’t post regularly (and that is the key). That’s why you must not only intend to post consistently… you must plan it. If you don’t, then save yours business money; don’t be on Facebook! Same goes with having a Business Page on LinkedIn and not leveraging it. If you decide to create a forum, or blog, of newsletter, but don’t regularly post… then what’s the point? Social Media isn’t about observing, it’s about engaging!
5) Set Initiatives and Budgets. Have a realistic plan… and stick to it. It’s important to earmark funds to build momentum to set up a worthwhile community for your brand or business. It takes effort, time and dollars to build “critical mass” in order for your brand to get social!
Marketers know that social media is a staple in the new media subset and should be considered as much an advertising channel as billboards, TV, print, radio and direct mail– with the distinctive advantage of enabling a continuous dialogue flow with a brand’s market… providing information, insights and influence. To my point of view, high maintenance or not, social media for brands and business is no longer a nice to have, but a need to have.
by Lisa Wedmann | Jun 27, 2013 | Advertising, Business Success, Creative, Interactive, Latest, Social Media
Which do you want to know first? The good news or the bad news? I like to hear bad news first in order to assess damage control. And I still have something to feel enthusiastic about since the good news is yet to come. so, since this is my blog… here’s the bad news… first. The bad news is that those who study how to go viral are almost unanimous in the conclusion that going viral is a result of synchronicity, that simultaneous occurrence of events that somehow appear related but have no understandable connection. It’s about being in the right place, at the right time with the right material and a little bit of luck.
THE GOOD NEWS ABOUT VIRAL MARKETING
However, where they do agree is that you can position yourself to be in the most fortuitous place to make going viral happen.
Below are a few viral marketing tactics that can help in your quest. They may seem elementary but they are the type of tactics that build a foundation and that is always a good place to start.
VIRAL MARKETING TACTICS
Think carefully about your topic.
First, understand that not everything has the ability to go viral.
I mean, come on now did you really think your thesis on Greek Social History would go viral? That means before we start fantasizing about our success we have to consider is it reasonable to expect that your project can go viral. You need to choose your topic carefully. At the same time, in all fairness, none of us know which things can and will go viral. I find it hard to believe that a 15 minute video of a women trying to parallel park went viral but it did.
Experiment, test and then test again.
Next, be prepared to experiment.
Try different approaches. Don’t be satisfied with one idea. Put two or three or more ideas out there and if you don’t get results, or as my Dad used to say, don’t flog a dead horse. Try a different approach. Experiment, test, refine, and then test again.
Turn the ordinary into extraordinary.
I never relate to those articles that tell me how easy it is to get that killer app or that killer eBook or that killer product and all you have to do is have a unique idea, or create memorable content. Duh. That’s what having a good product is all about. Face it guys, you are preaching to the converted.
But you can borrow from a few standard marketing techniques. Techniques such as turning the ordinary into something beautiful, take Apple and their visually beautiful line of products or Dove with their real beauty campaign.
Give your idea a partner.
Here’s an easy way to get that extra push. Pair your idea with something unrelated but totally relatable. A bit of an oxymoron? Not really. Think of Maxwell House Coffee and the positive little girl who loves her house and just about everything in it.
MORE GOOD NEWS ABOUT VIRAL MARKETING
Viral marketing makes your business visible.
There’s one more aspect of viral marketing that makes me want to stand up and jump HOORAY! When you create a viral marketing campaign you are creating awareness and increased visibility for your business.
Do you have any ideas on how to make a campaign go viral?
by Lisa Wedmann | Jun 20, 2013 | Advertising, Business Success, Latest, Social Media
I finally got a “round twit”.
Sure it’s an old joke, I hope that it’s so old nobody has heard it and it seems fresh again and people will think I’m incredibly funny.
But even if you don’t think I’m funny you may have guessed it’s a joke about procrastination.
There are two types of people who procrastinate.
Those who fear failure and those who fear success.
Afraid of Failure
Those who fear failure think of all the things that could go wrong. They worry about what people will think when they fail and as a result of their worries; they think it’s better not to try.
Afraid of Success
On the other hand there are those who fear success. To me, it seems counterintuitive to fear success. What is there to fear in success? Isn’t that what we want – to be successful? I wish I was successful in everything. That would be great. Sadly I am not. But I am fortunate to say I am not afraid to try.
People who fear success may be overwhelmed by the fear they will have new responsibilities. They may be afraid they can’t handle these new responsibilities and people will expect more of them. Consequently they don’t try.
Procrastination can be serious and could require professional help. But for those who simply need a bit of a push following are my top 3 tips on how to avoid procrastination.
Take the first step
We’ve heard this before. Break it up into tiny pieces. Focus on the first piece only. Once you complete the first piece, go to the next. Do not think about anything other than that first step. As soon as you begin to take action you are changing your mental attitude and you will become more positive and open and willing to try.
Set Appropriate Goals
There are tough jobs and there are even tougher jobs. Sometimes the job may seem impossible. Sometime we may feel there is no chance of success. To overcome this resistance, be realistic about what you can do and then set achievable goals. When you successfully achieve your first goal you can set the bar a bit higher. Each accomplishment will bring you closer to success.
Start with the Hardest or the EasiestJobFirst
This is a tough one. It’s tempting to start working with what we know is simple. But if we start with the hardest task and get it out-of-the-way we feel relieved and the rest seems easy.
Some people say to start with the easy things first so that you have confidence and this will move you forward. If that works for you then go for it but I find starting with the most difficult task works for me.
Procrastination is complex and it can take many tries to break you of bad habits. In the meantime if you would like to know more about procrastination … I’ll tell you later.
by Lisa Wedmann | Jun 18, 2013 | Business Success, Latest
Are you finding it rough juggling your job with your home life? Do you struggle with your basic commitments, miss doctors, dentists, optometrists, appointments because you can’t seem to get the time off work?
Even worse do your kids miss their doctor’s dentists, optometrists because you don’t have the time to take them? And what about your aging parents? Who is there to help them? Where do they fit into the schedule?
Cutbacks, technology, efficiencies, aging population, our commitment to putting our children into a zillion different clubs and activities, it doesn’t matter the reason, balancing work and home life is causing Canadians stress.
And if you are like most Canadians you are taking more days off work, using up your company benefits, turning down promotions, being less productive and working fewer hours according to a major Canadian study by Carlton University in partnership with Desjardin Insurance.
This stress is serious stuff. And if you think it’s not that bad, ask yourself, why a major insurance company is paying for this study? Does it have anything to do with the fact that stress increases the risk of heart disease, asthma, obesity, diabetes, headaches, depression and anxiety just to name a few. Does it have anything to do with the fact that health issues like this increase the risk of death and increase payouts from insurance companies?
I can’t answer these questions but they do make me wonder what I can do to achieve work life balance in my own life.
Here are a few important tips I have found:
“Above all, to thine own self be true”
Take care of yourself and you will be able to care for others. Take time out for yourself. You will clear your mind, become refreshed, invigorated and more effective in all your walks of life. Allocate a specific time each day that is your time. It doesn’t have to be long. It could be that morning cup of coffee, walk around the block or a brief break with a cup of tea and a good book. You pick it and control it. And as the Shakespearean line continues, … “thou canst not then be false to any man”.
Prioritize
Rank everything you need to do. This includes at work and at home. Break them into 3 categories. Must, Maybe and Mmmmmmmm that would be nice. It stands to reason you will do the Musts first. The Maybes come next but chances are the Mmmmmmmms will fall off the radar.
But not in isolation
But what is most important about prioritization is do not prioritize in isolation. Ask your boss what is important; ask your family what is important. What you think is important to them may not be important at all.
Conquer the challenge
Creating work life balance is a challenge but like any challenge we face, we can take steps to overcome or we can run away.
Me… I’m not much of a runner. How do you balance work and life? Do you think work/life balance is attainable?
