Dear Graduate: Social Media is Part of Your Job

June 3, 2013

Road Split signIn a recent visit with a class of college seniors, I was asked rather pointedly: are there any jobs in Social Media?  Pondering this question, I had to answer it from two perspectives: the marketing agency, and the business organization.

Agency Perspective

This is the far easier perspective.  There are indeed roles that focus largely on social media.  Marketing Agency clients are either resource strained or lack the native expertise and so often outsource some aspects of social media communications to agencies whose mastery of branding, marketing communications, audience analytics, CRM, user experience design and social listening across various social channels and technical platforms can help the client achieve their audience goals.

Corporate Perspective

This one is by far more nuanced, but the answer is still a qualified yes.  While there not be corporate social media “jobs” per se, social media can help you perform just about any role better.  Consider the following work roles and the importance of social media savvy for each role – no matter what profession or set of duties you are considering.

The Producer’s Role

Just about every job requires you to produce a  measurable output.  That could be a product, a process step, a calculation, a recommendation, or some such.  As a producer, you may need to master certain skills such as content development to effectively communicate your process and results.  It is useful to develop a “voice” within your team, company, or industry.  Having an authentic, trusted, competent voice builds credibility for your ideas and for communicating results.

Social media tools and channels can help you build and amplify your voice, whether you choose to publish your ideas in a tweetstream or a  Facebook post series linking to your report.  A blog, wiki or website, a SlideShare-hosted PowerPoint presentation, or a Prezi-based rendering, or perhaps even a short video illustrating your message – all are useful tools and avenues for publishing on-proprietary reports. Learning how to tag your content so it is searchable and visible online has become a baseline skill.

The Analyst’s Role

Often your job requires you to analyze information, interpret it in light of your organization’s needs and priorities, and present your interpretation in a way that is sensitive to your audience’s culture and the impact of your analysis on their behavior.  Learning to monitor social media channels within your industry, profession and business community can help you develop your “antenna” – that sensitivity to audience needs, requirements and trends – that can then help you better communicate your analyses and interpretations, raise awareness and stimulate action.

Time spent on social media channels can also help you make sense of information, intelligently filter information,  separate signal from noise, and draw more solid conclusions about the relative value of various voices and sources.

The Designer’s Role

Designers need to balance multiple roles, such as upward accountability for results as well as lateral, cross-organizational collaboration.  Use of social media technologies can help you perform these functions better.  Even simple schedule, survey and other collaboration tools can help you improve the quality and timeliness of your contribution to results.  Enterprise software tools may often include intra-organizational social features, such as chat and wiki.

Crowdsourcing your ideas can invite a broad array of new ideas and inputs, and provide validation for a concrete course of action.  Since it is widely accepted that at any given point in time the smartest people on any subject probably do not work with you or for you, consider crowdsourcing!  Invite others’ input, learn to mitigate and moderate among various idea directions, and you can achieve far better results, and possibly even avoid costly mistakes.

The Dispatcher’s Role

Sending information is a standard function in most jobs.  Social media tools give you practice at building an audience, understanding communications and cultural dynamics, and packaging your communications in ways that are socially acceptable and more clearly understood.

The Leader’s Role

The effective leader shepherds activity toward productive outcomes.  Building omni-directional communication skills within channels, and cultivating a multi-channel audience, helps the organization leader communicate more effectively, support collaboration and achieve communication goals.

So, dear Graduate, think not just about a social media job; think about how social media helps you do just about any job better.  Can you think of a way it has worked, or could work, for you?   What tools are you finding effective?  I deliberately didn’t name many here.  Love to hear your comments!

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Posted by Ed

Boston Marathon 2013: Charity Outpaces Terror

April 16, 2013

I am among the fortunate millions who have run in, and experienced, the Boston Marathon many times before his year’s mayhem. I am sure I speak for many of those millions when I say I the Marathon represents many positive things – humanity, charity, euphoria, competition, vitality, camaraderie.  Those qualities were no less present on April 15, 2013.

Boston Love

Boston Love Slideshow

If you are troubled or injured by the Boston Marathon bombing, your suffering is very real, and you have my utmost sympathy and support.  I only hope my words can somehow help to ease your suffering, neighbor.

We heard it many times this day: ”The Good outnumber the Bad, and we always will”.  In the heroism of the willing spectators who joined with medical and law enforcement officials on April 15, we proved it again and the world noticed. 

Let not the acts of a few disturbed individuals lead us into believing the world is so proportionally evil or dangerous.  It is good to be prudent but not overly intimidated by the irrational few.

Thanks for all the well-wishes pouring in worldwide.  In the marathon of life, we run side by side.

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Posted by Ed

How our Email Marketing Beats “Best in Class”

January 30, 2013

at sign dollar sign

“I loved your email!”

“Great email, thanks! ”

 - Quotes from our audience. What do yours say? 

At a time when email inboxes, while still hugely relevant, are increasingly locked down by users to ward off irrelevant content, the ability to get improved email results is a complex and coveted skillset - part marketing, part technology, part consigliere.  Our ability to repeatedly outperform marketplace benchmarks underscores our expertise at leveraging that skillset.

2012: We Crushed It Again. You Can, Too

In reviewing our entire client portfolio of 2012 sales and marketing campaigns related to events, new products, brand building, sales expansion, environmental and business development, we discovered that we repeated our outstanding 2011 performance – this time performing at or above “best in class” benchmarks as reported by Eloqua, a category-leading CRM software solution provider.

The table below (click to enlarge) summarizes our 2012 “best in class” story.

2012 Fan Foundry Email Open and Click rates vs Eloqua Benchmark Report

Different Year, Different Benchmark, Same Great Result

Like most email marketers, you are probably haunted by the question: what about the 3/4 of our list members who did not appear to “open” our emails?  Bear in mind; the vast majority of people preview email.  This doesn’t create a “hit” in the “Opens” bucket, but they still consume the email content.  Also, note that the ”Best in Class” numbers pictured above represent a combination of all email list activity across many campaigns; naturally, our “raving fan” lists far outperform other general interest lists and content.

Our 2012 results, incidentally, were compared to a different benchmark than in 2011, when we compared our stats to those reported by Lyris, a leading email marketing solution provider.  We switched benchmarks from Lyris to Eloqua to match a shift in our own client work, from predominantly email marketing in 2011 (like Lyris) to more CRM-centric client activity in 2012 (like Eloqua).  Incidentally, in 2011 we reported 2010 aggregate Open and Click rates of 24.22% and 6.94%, respectively.

Note that this article isolates email marketing from all other digital marketing we do, which we measure separately.  For a sampling of some of the CRM, email marketing, Sales and marketing automation solutions we support for our clients, see this site’s right sidebar.

Dollars and Cents, Illustrated

Using the “Email click rate” data in the table above, you might reasonably assume that if you are among the “best in class” companies and attaining a 5% Click rate, and your annual click-through sales are $5M, then just by being our client in 2012 you might instead have enjoyed our benchmark-beating 7.37% click-through (average) results, thereby attaining $7.37M in revenue.  In fairness, there are many success factors involved and your own results may vary.

How We Did It Two Years Running (not a fluke!)

That answer to this headline is multi-faceted, but the key factors we found were:

  • Benefits-oriented messaging (more on this below)
  • Data / list quality
  • Thoroughly leveraging marketing technology
  • Compelling content
  • Mobile-first formatting
  • Simple, “3-clicks to convert” navigation
  • Continuous refinement in all of the above areas

Benefits-oriented Messaging

Put simply, you give in order to get.  Lead with an offer, and follow up by exceeding expectations.  In practice,  we found it even more effective to give, give and – oh yes – give again, without expecting anything in return.  As an example, our success in producing the inaugural event series “North by North Shore” illustrates how treating even unknown remote prospects to a “friends and family” plan resulted in a tripling of the audience size and a corresponding lift in attendance.   To read more about that case, click here.

Obligatory Disclaimer

We report only aggregated results.  While our total activity reflects messaging in the hundreds of thousands, and the Eloqua study covers millions of messaging units, nonetheless we are encouraged by both the consistency of our year-over-year results and our painstaking methodology in capturing, measuring, reporting and verifying those results for our clients so that we can confidently report them here.

Learn More about the “How”

Subsequent blog posts (and some previous ones - see Related Articles below) will cover the other  ”How We Did It” success factors in greater detail.   Use the “Keep in Touch” button (above, right) to get those updates.  Meanwhile, if you have a question, or would like to have us present our case to your organization, or to explore ways we might help you succeed, feel free to contact us.

Cheers,

Ed

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Content and Event Marketing that Fills the Room

January 18, 2013

In 2012 I co-developed and produced the North by North Shore (#NXNS) digital media event series, and proved a few content marketing concepts along the way.  Starting from zero in April, the program attracted a capacity, on-target audience in June – just 90 days - and attained an over 90% program satisfaction index, based on survey responses.   We repeated the event in September, with a few audience driven improvements, and again achieved that result.  Another success indicator: two-thirds of all event attendees paid less than full price to attend, driven by an assortment of social promotional programs that let each attendee run their own “friends and family” plan.  Anyone who says you can’t prove the ROI of social media…well, have them call.

How did I target various micro-audiences to get these results?  I attribute the success of NXNS to the use of Choice Architecture and a Value Exchange framework I created to guide program and content development.  Now with two successful events in tow, we continue to engage our audiences to tune the program further to better address their challenges and learning needs:

  • SBO – small business owner
  • PRO – career professional, practitioner, specialist or solo-preneur
  • MSO – marketing services organization or consulting firm
  • CXO - senior executive

Understanding Motivation

We Content Marketers talk a lot about the buyer’s decision journey, the buyer persona, landing page optimization, and the like.  All of this seems to assume we are adept at understanding motivation and that we use this knowledge when we develop content. Frankly, considering the repeated high demand for relevant content, I thought it would be nice just to ask the question:  how good are you at building motivation into content?  Often a simple “buy” button just doesn’t cut it.   We’ve all felt a bit pushed at times by out-of-synch content.  Here’s how to fix it.

The Value Exchange Continuum

Value Exchange Continuum

The Value Exchange Continuum

I created this graphic to help decide what type of voice to use to appeal to different target audiences.  Executives, for example, act, think and decide differently than other audiences.  If you’ve developed a buyer persona or two to help you think about the frame of reference your micro-audiences are using when they encounter your content, then you are probably somewhat familiar with these concepts.

 Keeping it Real

It’s helpful from time to time to ask: What do you want?  What do you seek? What does any of us want out of life?  If you think those questions are unnecessarily broad or existential, consider this:  Neuromarketing experts suggest that up to 90% of decisions are made unconsciously, guided by our value frameworks.

This is a job for the Choice Architect, the User Experience (UX) practitioner.  These are great people to have on your team when you are designing a website, a sign, an event, a white paper, a presentation, or just about any type of audience-focused content.

Next up (You In?)

If you like the NXNS concept and want to participate, by all means use the handy links at the NXNS site to get started as a speaker, sponsor, media partner, attendee or content contributor.  Let me know some specific event or other opportunity you might have in mind.  And if you are interested in Sustainability topics, consider attending the Sustainable Network Summit, another new event series I am co-producing.

Your Take

Do you have a content development framework that guides your content creation?  Do you have an experienced Editor on your team who is tasked with hewing to a particular point of view or tone of voice that personifies your brand?   Love to hear your stories.  If you’d like to have this case study presented to your audience, contact us.

Cheers,

Ed

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Posted by Ed

2013: Goodbye, B2B and B2C; Hello, U2E

December 21, 2012

As we sprint ahead into 2013, if there is any one single lesson that sums up 2012 for me, it is this:

Forget B2B. Forget B2C. Embrace U2E: Users to Everyone.  The mobile phone and tablet have replaced the laptop, desktop PC and wall-mounted flat screen TV.  If this isn’t (yet) you, consider: 50 million new smartphones activated this past holiday season; over 20 million tablets, ditto.

A few organizations have adopted the playbook to address this shift.

It seems, however, that most are not even thinking about the User-centric, user-generated, user-driven, mobile-first experience.  That makes it a huge opportunity, if you set your mind to it.

Aaron Shapiro, blogging for the Harvard Business Review in 2011, cited the “Software Layer” as an area of focus for building expertise, no matter what business you are in.  I have incorporated some of his thoughts into the following 20-page storybook.  It’s a quick read (lots of pictures).

Who Uses You cover shot

Enjoy the SlideShare preso

I hope you find it useful in framing your thoughts on how to compete and excel in 2013 and beyond.

Suffice to say, the race is on, and competing in it is not optional.

Make 2013 the year you embrace the Software Layer of your business to drive User engagement, new opportunity, and new levels of success!

Happy Holidays

Joyeux Fetes

Cheers, Ed

@fanfoundry

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Posted by Ed

Big Data in Marketing: 3 Prep Steps

October 11, 2012

In preparing case studies for my talk titled “Be a Big Data Voodoo Daddy” at Boston’s October 2012 FutureM conference, I noticed that almost half of our 40+ client projects over the recent years had to first devolve from “Implementation” projects to “Readiness” projects – equally valuable, and absolutely necessary.  How’s yours going?

Is your marketing automation, CRM, analytics, email marketing or other automation project going to deliver your desired payback?  Here are my top 3 warning signs that it may take longer to pay off than you think.

Stated differently, here are 3 must-do’s to ensure near-term ROI.

1.  The Right Stuff (Value based Goals).

Let’s first assume that you’ve already connected with the concept of Marketing as Moneyball.   Still, you may find that you are not gathering useful, relevant data to help you accomplish your stated strategic goal and implement the right CRM or analytics solution.  This may stem from having broad, imprecise goals.  For example:

  • “Grow revenue” is a great goal, but the paths are varied and nuanced.
  • “Increase Partner Channel Revenue” is, well, getting warm.
  • “Double Partner Channel Service Contract Revenue” is more like it.  Now you have a specific channel, identified players, and a specific product/service element attached to a numeric goal.  Specific, measurable goals and then measuring the right things are both essential elements if you are to to yield any meaningful analysis to motivate and support change.  No matter how efficiently you automate the wrong data, you risk stretching out the time horizon for any meaningful payback or, worse, running in multiple or wrong directions and wasting effort.  Strategy comes first.

2.) The Stuff, Right (Data Analysis and Process Maps).

Typically, your data is not homogeneous and some necessary processes don’t exist yet.  Data often exists in a variety of formats ranging from locked spreadhseets and various departmental databases to unstructured documents, such as paragraph text and visuals.  Processes that don’t yet exist can’t be mapped to a system; you can’t automate a vacuum.

Significant effort is involved in standardizing and preparing data for upload into your new automated solution, as well as  selecting the right tools to enable you to access and mine insights from unstructured  information.  At Fan Foundry, we are familiar with an array of powerful tools, and can develop custom, reusable upload frameworks to help clients address current and future needs for unstructured data.

This is where the scope of a project almost always expands, as additional valuable information repositories become included, because we often discover additional insights using all available data that just would not be possible otherwise.  You never know where the breakthrough “aha” discoveries may lie.  If you don’t have the luxury to expand your analysis, though, then rigorously insist on only analyzing the most salient data.

3) The Players (People).

The talent shortage is legendary.  If you are inadequately staffed or trained to assume the role of data manager, analyst and strategist, or transformational leader, let alone carry on administratively after implementation, you shouldn’t start the project.  The time to assign roles is up front.  Get any necessary talent aligned first so they can be involved in the project.  Some of your team can adapt; sometimes you need to extend your team to include a capable partner.  The single most effective way to stretch out the payoff time horizon is to not involve its eventual owners and primary users, or not have the stomach to lead a transformation effort.  Be prepared to change, or else don’t start.

The full list of must-do’s is extensive, but if you tend to these three first, most of the rest will fall in line, and you’ll enjoy a successful implementation.

Toward a “Measurement Culture”

You’ll know you are succeeding when you have established a “culture of measurement” in which the right things get measured, the data supports meaningful analysis, all meaningful data is reflected in a single, integrated, centrally accessible “record of truth”, and you are using the insights you have gained to achieve transformations like improve margins, speed to market, pricing accuracy, supply chain efficiency, sales growth, and other incremental and transformational improvements.

Finally, it must be stressed that human judgment is not taking a back seat to data.   Interpreting analytics in light of pragmatic experience and using that knowledge to take calculated risks is a hallmark of success.

 
 
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Posted by Ed

How Sales and Marketing Leaders Plan

September 27, 2012

The Chief Revenue Officer is constantly stretched in multiple directions.  How do we keep it all straight?

Sales leaders wrangle with team leadership, forecasting, partnerships, customer care, implementation strategy, etc.  Marketing leaders need to manage Brand, research, communications, media, communities, etc.  Both roles require technology and processes to support measurement, reporting, analysis and tactical adjustments to keep progress on track.

Complicating matters further, the Sales and Marketing roles have numerous touchpoints and overlapping responsibility which, managed well, provide a real “power couple” opportunity.  How do you map that and keep it productive?

After some years in the role, I came upon a planning tool a few years ago, shared it with a few colleagues, and we evolved it to its present state.  It continues to evolve based on input from users.

Here is a screen shot of the planning guide’s clickable map cover (sorry, click-map only works in downloaded .pdf and .ppt versions):

The tool is three “layers” deep and 33 slides long, with each detail slide covering a major strategic or operational topic.  You can freely preview it ( item #5) at this site’s Resources page .  There is also a download link where you can request a copy of the native file for your own adaptation and use.   See below for details and user tips.

Topics Covered

Sales Strategy - covers distribution models, pricing, direct and partner channel management, pipeline management and sales management.

Strategic Marketing – covers mission and branding, market segmentation, customer profiling, competitive analysis and value proposition development.

Integrated Marketing – covers lead generation, CRM, content marketing, audience / community management, web properties, media and PR.

Customer Engagement deals with product / service satisfaction, account development, customer asset management, etc.

User Tips

For best results, use the Resources page’s “get the file” link to request the MS PowerPoint slide deck.  Of course you can click the Preview link and view it immediately as a Google doc online, but you’ll only get the linear version – slide by slide, front to back.  It is best viewed in Slide Show mode as a clickable map, with all links activated, so you can jump quickly to any topic you desire.  Alas, those links are de-activated in the Googledocs version.

Another benefit of having the .ppt file is that you can then modify it to suit your individual needs, inserting sub-pages under each topic where you can detail your own planning progress.

As with all Resources page downloads, I welcome your feedback and suggestions.

Enjoy!

~Ed

Ask away! (query page link)

 

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Posted by Ed

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