Posts tagged as:

CMO

Let it go

by · March 16, 2015

Our customers are getting more and more savvy and honestly fed up with our tactics. We make an effort to impede their progress at every turn. We have ads in front of them all day. They know we are subsidizing their free social networks. They go out of their way to skip ads, block posts, and so on. In fact, a Pew study from 2013 that said 86% of internet users have taken steps online to remove or mask their digital footprints.” The number 1 reason: hackers. The number 2 reason: ads! We were put in the same bucket as hackers, friends.

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Raising the bar: Customer relationships

by · March 13, 2015

The past few months I have been a little focused, some may say obsessed, with lowering the bar. From my post on creating less content to my ideas on having a point in your social media marketing. I’ve been talking about being more deliberate, I’ve encouraged people to lower the bar in terms of being useful instead of human and being a trusted resource instead of a thought leader. Well, today, I want us to raise the bar on one thing: customer relationships.

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Fire Your Social Media Team Today, and Hire Ron Swanson, Instead

by · February 25, 2015

Yesterday, Tracey Parsons argued that Leslie Knope would be the quintessential social media manager. And she would be right, if we had never been introduced to the brilliance that is Ron Swanson. In Leslie, Tracey saw the light; in Ron, I saw the right: no-nonsense, no frills, damn your drama, stick to the point, and survive. Those should be the tenets of any good manager. Want more proof?

Check out the Prezi below:

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Don’t know your KPI? Prepare to fail

by · February 9, 2015

It’s true, I can get pretty preachy about stuff from time to time and sometimes, I admit, some of my ideas are lofty and esoteric and occasionally unrealistic in practice. I can be very pie in the sky about a lot of stuff. Whatever the case, I know I get pretty soapbox-y about measurement. I happen to feel that measurement may be the most important issue of our time as marketers. The world is so omni-channel and ambient that it is overwhelming to start implementing measurement strategies, practices, and tactics. I get it. It’s like trying to build a car while you are in a NASCAR race. It doesn’t feel feasible. But, despite this, it is going to be mission critical that you get measuring right now.

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Yet Another Case for Curation

by · January 7, 2015

Last year, all I wanted for Christmas was to have the “80/20 rule” become standard. Clearly I was on the “Naughty List” as this did not come true. For those of you who are new to the “80/20 rule”, the idea is that 80% of your social posts should be designed to deliver value to the audience. This content should be curated from other sources and aligned with your brand’s mission, vision and values. The other 20% of your content can be about you and your brand. The idea is that if you spend 80% of your updates on content that is valuable to your audience; you will earn the right to talk about yourself. Problem is, we preach it. Heck everyone preaches it! But far too few brands and companies do it. Go ahead, go and audit your posts right now. I bet the best you did was 50%. I understand why. It is easier to talk about you and it is also easier to do that when leadership is reading because they want you to talk about their company. But, the reality is the more you talk about you, the more your updates become ignorable noise.

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An Open Letter to Customers from The Brands

by · December 18, 2014

Dear Customer,

So glad you like the stuff! We do make great toothpaste and laundry detergent and we really appreciate your loyalty. We’re really glad the food is good and the car works well. But, we’re worried about you. The fact is, we don’t know why you buy, and we don’t know what the triggers are. We would love to figure that out.

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Mission-driven business will always win

by · December 4, 2014

Last month an article was written and widely circulated about a former employer of mine, the who is not important, what was important was the assertion that they lost their mojo because they shifted focus from being all about the “mission” to maximizing shareholder value. These types of articles always cause me to pause because the downward spiral of a business is not one decision, but a series of decisions. But, the fact remains when you stop delivering value to your customers; you are exponentially less likely to follow a growth trajectory.

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Listening And Measurement Is Useless Without Action

by · November 6, 2014

The past few weeks, I have been writing about listening and measuring to learn what matters most to your audience. I’ve taken a look at my own startup CredHive.com as well as served as an active advocate for my clients about listening deeply to the customer conversation in your category. I am wildly passionate about connecting customers to brands and to do this, I think it is really important to know what customers want. To understand what a customer wants means you need to listen to understand and really know your metrics.

The net of both of these posts (and many of my earlier posts) are about advancing the customer relationship and adding value to the audience’s day. The goal of course is to help your brand stand out in the social and digital landscape by really studying what’s working, what’s not and where any existing white space may live. I think measurement and listening are incredibly efficient ways to do all of these things.

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Enough with Busy!

by · October 29, 2014

Busy, busy, busy. Aren’t we all so charming with how very busy we are? It feels like we are all competing over who’s the busiest. Don’t believe me, just look at your social feeds. Everyone is really, really busy (of course not too busy to take the 2 minutes to update their status with how busy they are, but whatever) We are all just so darned busy with work, and our families, kids sports, events, holidays, special projects and hobbies… Just. So. Busy. And we just keep adding things to our to-do list to be busy with little thought being placed on if we should add these things to the list. We just are mindlessly adding tasks. It’s as if busy has become a sport these days and frankly, there are no winners.

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