A la hora de medir, siempre es importante volver a medir (valga la redundancia) y contar con herramientas para esto … Vamos a probarlo!
A la hora de medir, siempre es importante volver a medir (valga la redundancia) y contar con herramientas para esto … Vamos a probarlo!
It’s not difficult to experience more joy at work. You just need to know the rules.
A reader recently pointed me to some “rules for a happier life” that various folks have posted in various forms. Here’s my take on those rules as they apply to the workplace:
Everybody, and I mean everybody, starts out in a different place and is headed on their own journey. You have NO idea where someone else’s journey might lead them, so drawing comparisons is a complete waste of time.
While it’s often important to know about other things–like the economy, the markets that you sell to, the actions that others might take, your focus should remain on what you actually control, which is 1) your own thoughts and 2) your own actions.
While your job might sometimes seem like the most important thing in your world, you’re killing a part of yourself if you let work situations push you into places that violate your privacy and your integrity.
It’s great to be enthusiastic and willing to go the “extra mile,” but making promises that you (or your team) can’t reasonably keep is simply a way to create failure and disappointment.
You may feel you’re short on time and that you need more of it, but the simple truth is that when the day started, you got your fair share: 24 hours. Nobody got any more than you did, so stop complaining.
The ability to laugh at your foibles not only makes you happier as a person, it makes you more powerful, more influential and more attractive to others. If you can’t laugh at yourself, everyone else will be laughing behind your back.
The idea that daydreaming and working are mutually exclusive belongs back in the 20th century. It’s when you let your thoughts wander that you’re more likely to have the insights that will make you both unique and more competitive.
Hate is an emotional parasite that eats away at your energy and health. If something is wrong with the world and you can change it, take action. If you can’t take action, you’re better off to forgive and forget.
Focusing on past mistakes or wrongs inflicted on you is exactly like driving a car while looking in the rear view mirror. You’ll keep heading in the same direction until you collide with something solid.
Some battles aren’t worth fighting, and many people are easier to handle when they think they’ve won the argument. What’s important isn’t “winning,” but what you, and the other people involved, plan to do next.
While some work environments are inherently difficult, if you’re consistently miserable it’s your fault. You owe it to yourself and your coworkers to either find a job that makes you happy or make the best of the job you’ve got.
Contrary to popular belief, smiling and laughter are not the RESULT of being happy; they’re part of a cycle that both creates and reinforces happiness. Find reasons to smile. Never, ever suppress a laugh.
Before you tell a story about anybody else, or listen to such a story, ask yourself four questions: 1) Is it true? 2) Is it kind? 3) Is it necessary? and 4) Would I want somebody telling a similar story about me?
You can’t mind read and you don’t have everyone else wired into a lie detector. Truly, you really have NO IDEA what anyone is REALLY thinking about you. It’s a total waste of time and energy to try.
The nature of the physical universe is change. Nothing remains the same; everything is, as the gurus say, transitory. Whether you’re celebrating or mourning or something in between, this, too, will pass.
Think about it: you’re going to spend about a third of your waking adult life at work. Why would you want to fill your work environment–and that part of your life–with objects that are useless and ugly?
When my grandmother was widowed in her 70s, she went back to college, traveled across Europe in youth hostels, and learned Japanese painting, among many other activities. The last thing she told me was: “You know, Geoffers, life begins at 90.”
“We used to write this down by saying, ‘move fast and break things.’ And the idea was, unless you are breaking some stuff you are not moving fast enough.
“I think there’s probably something in that for other entrepreneurs to learn which is that making mistakes is okay. At the end of the day, the goal of building something is to build something, not to not make mistakes.”
From a 2010 interview with Business Insider
“In order to get one of the greatest inventions of the modern age, in other words, we thought we needed the solitary genius. But if Alexander Graham Bell had fallen into the Grand River and drowned that day back in Brantford, the world would still have had the telephone, the only difference being that the telephone company would have been nicknamed Ma Gray, not Ma Bell.”
From his 2008 New Yorker article “In The Air“
“The most important thing about creativity is that you honor your creativity and you don’t ever ignore it or go against what that creative image is telling you.
“Last night I was lying in bed and I had an idea for an outfit and I just made myself get up and sketch it real fast then went back to sleep. I think it’s when you say ‘I’m too tired I have to go to bed’ is when creativity stops coming. If God calls you, pick up the damn phone.”
From her 2011 Google interview
“The Googly thing is to launch [products] early on Google Labs and then iterate, learning what the market wants — and making it great.’ The beauty of experimenting in this way is that you never get too far from what the market wants. The market pulls you back.”
From a 2008 interview with FastCompany
Aimee Groth, Business Insider
“I’m always doubtful. Everything I do is always doubtful. When you’re trying to differentiate, there’s going to be this gut sense, is this right? If you’re not having doubt, then you’re not pushing it hard enough, or you’re not looking at the details close enough. You need to be feeling that doubt every single day.”
From his 2012 presentation at the Behance conference
“What Mark worries about the most is the lack of change, the lack of innovation, becoming the innovator’s dilemma company that gets big and stops moving and stops staying ahead.”
From Henry Blodget’s interview with Sandberg at Business Insider’s 2012 Ignition Conference
“Because, you know, resilience – if you think of it in terms of the Gold Rush, then you’d be pretty depressed right now because the last nugget of gold would be gone. But the good thing is, with innovation, there isn’t a last nugget. Every new thing creates two new questions and two new opportunities.”
From a 2007 TED talk
“It’s always about timing. If it’s too soon, no one understands. If it’s too late, everyone’s forgotten.’”
From a 2011 article in The Business of Fashion
“We live in a society where technology is a very important force in business, in our daily lives. And all technology starts as a spark in someone’s brain. An idea of something that didn’t exist before, that once they have invented it —brought it into existence — could change everything. And that activity is generally one that’s not very well supported.”
From a 2010 interview with Harvard Business Review
“Grit is often the single-most predictor of success. Grit is not just about stubborn persistence. It’s also about choosing the right goal in the first place. The unfortunate reality is that it’s not all going to happen. How can we make sure all our struggle and sacrifice will be worth it? Make sure it passes the underwear test.”
From his 2012 presentation at the Behance 99% conference on creativity
“To understand businesses and startups in 2012, you have to do the truly contrarian thing: you have to think for yourself. The question of what is valuable is a much better question than debating bubble or no bubble. The value question gets better as it gets more specific: is company X valuable? Why? How should we figure that out? Those are the questions we need to ask.”
“Imagination is not only the uniquely human capacity to envision that which is not, and therefore the fount of all invention and innovation. In its arguably most transformative and revelatory capacity, it is the power that enables us to empathize with humans whose experiences we have never shared.”
From a 2008 commencement speech at Harvard University
“I think anyone who makes products has this simultaneous joy and, almost, shame looking at it. You look at it all day and all you can see is all these things you want to make better.”
From a 2012 interview with Inc.
“The roots of great innovation are never just in the technology itself. They are always in the wider historical context. They require new ways of seeing. As Einstein put it, “The significant problems we face cannot be solved at the same level of thinking we were at when we created them.”
From a 2011 New York Times column, “Where Are The Jobs?”
“The refrigerator, the laser, and the dishwasher were disasters for decades before enough of the cultural and technological barriers were eliminated through various insights, transforming the products into true business innovations.
“Big thoughts are fun to romanticize, but it’s many small insights coming together that bring big ideas into the world.”
From his 2007 book “The Myths of Innovation“
“As the world becomes more interconnected, [openness] will become more important. Honest dialogue will become the new power, the new success, the new sexy.”
From her 2012 editorial for Business Insider
Mikhail Metzel/ AP
“At some point in my long relationship and love of cars, I became aware of a powerful degree of admiration for these highly creative individuals such as Ettore Bugatti and Enzo Ferrari, and David Brown at Aston Martin and Jaguar’s William Lyons. These men were spiritually connected to the cars they were developing.
“They were their brands. Their origins were based in something I look on or beyond as exciting sensibility. And that ‘exciting sensibility’ is an important part of what it takes to make people connect with what these automotive innovators were creating.”
From a 2007 interview with 20/20 Magazine
“It’s the unlikely juxtaposition of creativity and logic which causes the wooliness and confusion around the term ‘innovation’. Everybody wants to be innovative; many companies and ideas are proclaimed to be innovative and no one doubts that innovation is a money spinner.
“And, thus, we are all looking for the magic formula. Well, here you go: Creativity + Iterative Development = Innovation.”
From a 2005 column in Innovation
“Innovation is fostered by information gathered from new connections; from insights gained by journeys into other disciplines or places; from active, collegial networks and fluid, open boundaries.
“Innovation arises from ongoing circles of exchange, where information is not just accumulated or stored, but created. Knowledge is generated anew from connections that weren’t there before.”
From her 2001 book “Leadership and the New Science”
“Doing risk sport had taught me another important lesson: never exceed your limits. You push the envelope and you live for those moments when you’re right on the edge, but you don’t go over. You have to be true to yourself; you have to know your strengths and limitations and live within your means.”
From his 2005 book “Let My People Go Surfing”
“Innovation is this amazing intersection between someone’s imagination and the reality in which they live. The problem is, many companies don’t have great imagination, but their view of reality tells them that it’s impossible to do what they imagine.”
From the 2006 ThinkEquity conference
“In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.”
From the 1989 book “Confessions of an Advertising Man“
“Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.”
From a 1998 interview with Fortune
No vayas por donde el camino te lleve, ve por donde no hay camino y deja tu huella.
Indudablemente los profesionales del social media, saben que en este ámbito jamás se termina de aprender cosas nuevas. Quien se diga realmente profesional, debe necesariamente tener ambición de conocimiento y conseguirlo.
Es así como se han creado ciertas normas que un trabajador del social media debe practicar para mantenerse vigente:
Cuestionate la realidad
Si algo funciona, no te relajes, ni te desentiendas de ello; permanece alerta a la mínima tendencia de cambio. Plantéate qué aspectos son susceptibles de mejora, cómo podrías ir más allá. Ya que, si los resultados no son los esperados, deberás replantearte la estrategia y experimentar con nuevas vías para conseguir tu objetivo.
No te conformes ni te acomodes siguiendo los pasos establecidos, ciñéndote a la trayectoria habitual.
En el momento menos esperado todo da un vuelco y puede tirar a la basura toda tu estrategia. Entonces te sentirás desorientado y sin saber qué hacer. Un ejemplo relativamente reciente lo tienes en el cambio radical que sufrieron las fanpage de Facebook, haciendo que pasaran a mejor vida las páginas de aterrizaje y obligándote a rediseñar íntegramente la interfaz de tu perfil social.
Analiza constantemente, evalúa la situación global.
No te limites a tu organización, ten controlada a tu competencia. Es importante que vigiles de cerca a tu enemigo, que sigas sus pasos. Puedes aprender mucho en base de la observación y puedes extraer tus propias conclusiones acerca de qué funciona y qué no es recomendable aplicar.
Investiga más allá de las fronteras
No te centres únicamente en tu sector, incluso puede ser más creativo si extrapolas una solución que consideres importante y la aplicas a un sector diametralmente opuesto.
Desarrolla tu creatividad.
Sitúa a tu empresa a la cabeza de la innovación; explora desconocidos campos, experimenta con nuevas propuestas. Atrévete con otros tipos de contenido, traza distintas vías para llegar a tus usuarios. Existen muchas formas de expresar el mismo mensaje. Aplica el pensamiento lateral. Tus usuarios apreciarán tu esfuerzo y valorarán positivamente los resultados, acogiendo de buen grado las novedades.
Tavi, mini-gurú de la moda, ¿repipi o encantadora?
Facebook has given fan page administrators a new level of control over the content on their walls.
A new setting allows you to automatically filter profanity posted by fans, All Facebook reports.
To enable the setting, visit the fan page you administer and click Edit Page, then Manage Permissions.
You’ll be able to enter specific words you would like blocked from your page and set how strongly you want Facebook to filter out profanity.
There are three levels to choose from with varying levels of protection: light, moderate, or strong.
If you run a Facebook page for a family-friendly brand or just want to keep out foul-mouthed commenters, this is worth a look.
We’ve been at this social game for a while now, you and me. We saw it grow up from a minor phenomenon to a mainstream communication channel. And we were there for the emergence of “pinning” (no longer just a wrestling term), the broad use of Twitter in crisis reporting, and seemingly countless redesigns of the Facebook Wall, err … Timeline.
In such a rapidly changing space, it’s hard not to get pulled into an ongoing analysis of where we are, where we’ve been, and where we’re headed next. In this most recent round of reassessment, a handful of trends have caught my attention. And, unlike the loss of LinkedIn Answers, I’m feeling pretty good about them. So let’s take a closer look at how social media is changing … for the better.
Social media has always enjoyed firm footing as a marketing and communications tool. But more and more, sales teams are finding ways to incorporate it into their sales processes; and those that do are seeing some pretty impressive results. In a talk with HubSpot the other day, Kurlan and Associates’ Vice President and self-proclaimed “reformed salesman” Frank Belzer noted that he dedicates time each day to content creation and social media.
“Sales should help with content and build a reputation for thought leadership,” Belzer advises. He explained that content creation and social media outreach should be incorporated into bonus structures and sales schedules, and followed up with a story about a lead who, after months of avoiding sales calls, finally converted after Belzer left a thoughtful and relevant comment on the lead’s blog post.
Another example of social being used well for sales came to us via the Matchist blog. Matchist, a service that matches companies with developers, was weighing a purchase decision …
Responding to a question in social media recently not only led Kissmetrics founder Hiten Shah to land a deal for his company; it also landed him some great praise on the customer’s blog.
Social media grew up alongside other marketing channels, and with the exception of social sharing/follow buttons on websites and in emails, it has largely remained an isolated channel. But there’s one big problem inherent to that separation: a fragmented customer experience. A lead’s interactions with your company in social media have as much to do with their purchasing decision as their behavior on your website or their interactions with your emails. So whether it be by tagging each social share with a tracking code or through more advanced integrated software, more and more companies are finding ways to pull data from social media into the rest of their marketing outlook and strategy. Part of this requires technology, and another part, a cultural shift inside your organization:
Marketing platforms like HubSpot were built to integrate all of your marketing channels into one seamless view, from email to website to social media — and beyond. Using a single software platform to manage each of your channels reduces communication gaps and enables you to see how each channel is contributing to your bottom line.
Make sure your entire team is actively listening to prospects and customers in social media. Establish a standard practice for how inquiries via social are answered and what internal notification needs to take place as a result of each interaction.
In the beginning, “engagement” was all the rage. Other channels couldn’t quite attain the level of engagement social media could, and in the absence of any other metrics, engagement became the primary way marketers evaluated their success on social. Today, things are much, much different.
Technology has caught up with marketers’ need for a sharper way to gauge ROI, and many companies are beginning to evolve from measuring more superficial social media metrics like clicks, retweets, and Likes to tracking metrics that are tied more closely to a company’s bottom line. Made possible by integrating social tools with a contacts database or a CRM and sharing data across platforms, companies like HubSpot customer Votility, an online advocacy software, have been able to refocus their strategy on leads generated through social media. Sarah Papachristos, social media manager at Great Island Technologies who worked with Votility on the effort, recently walked us through how they did it.
After refocusing their strategy on leads in addition to engagement metrics, Great Island increased their leads generated through social media by 650%. And today, nearly 1 out of every 10 visitors that comes from LinkedIn becomes a lead for Great Island.
“Social search” is an evolving term for the way search engines are factoring content from a user’s social network into the results they get for their search queries. Marketers started taking note of social search with the development of Google+ and the launch of Bing’s social search engine last summer. But the social search trend has continued to get more and more attention from search engines. Last week, Facebook joined the ranks by announcing Graph Search, a search engine that uses social signals to elevate more relevant, personalized results. Just days after that announcement, we also learned about Bing’s initiative to add 5x more Facebook content to its search results.
Social media blogger Jeff Bullas thinks we’ll be seeing more marketing strategies incorporating social search in the coming year. He writes that we should “expect to see more content marketing tools, tactics, and strategies that accept the fact that social, search, and content are increasingly integrated and intertwined.” There are a number of ways you can prepare for social search, but here are a couple to help you get started:
Author tags will help your content to stand out in Google’s search results. To start using Google’s author tag, check out our Google Authorship setup guide.
Because social search inherently prioritizes content that has been shared by others, it’s important to understand who is currently sharing your content and find ways to encourage that behavior. Make sure you are thanking your social media evangelists and similarly sharing their content, too. As we mentioned earlier, tools that integrate social behavior with your contacts database can make this much easier.
Pinterest, Instagram, Tumblr … you’re hearing these names pretty often these days, right? For good reason. According to comScore, Pinterest buyers spend more money, more often, and on more items than any of the other top five social media sites. While visual content got a head start in ecommerce and B2C companies, its effects are now spanning across industries.
Pinterest in particular has started to encourage companies to leverage its platform. In November, it introduced business accounts and added a slew of new services to help you drive traffic to your website. When it comes to optimizing your marketing strategy for visual discovery engines like Pinterest, it helps to start using clear, compelling images in your content. And this also extends to social sites like Facebook and Google+, which are also displaying images more prominently than ever before. In fact, a recent HubSpot study showed that photos on Facebook generate 53% more Likes than the average post.
Here are a few helpful guides and blog posts to help you get started with visual content:
According to Nielsen, time spent on mobile apps and the mobile web account for 63% of the year-over-year growth in overall time spent using social media. Mobile is rapidly becoming the primary way we consume and interact with social (and nearly all) content.
As a result, we’re starting to see companies regard mobile as a primary communication channel. From optimizing their content for mobile devices to encouraging the use of mobile for things like live tweeting and geotagging, companies are starting to keep their eye out for ways mobile can enable better content consumption.
What will come next is up to the creativity of marketing departments, but what we do know is this:
You don’t need to have all the answers right away, but keep a look out for ways your company can create a better experience for mobile users.
So … who’s excited? The pace of change in social media can make your head spin sometimes, but that’s exactly what makes it such a forward-leaning marketing channel. Help us out — what changes are underway for your own social media strategies that I haven’t included here?
What do you think will be the biggest opportunity or challenge in social media marketing this year?
Image Credit: GollyGforce
As a marketer, do you know whether your target market is active on social media platforms? If so, do you know which social media entities your customers frequent most often?
The proliferation of social media sites and increased social media usage means there’s a good chance that your gut feel about your audience’s social media preferences may not be correct. Are you willing to bet your budget on it, especially when about nine out of ten marketers uses social media to achieve marketing results according to eMarketer?
Over half of social media participants are between 25 and 44 years old, according to data from Pingdom. Further, the percent of participants under 17 (5%) is not that much larger than the percent of participants over 65 (2%). This is surprising since the lower cohort includes high school students.
Eight years after its 2004 beginnings as a social media site for college students, Facebook is no longer focused on its original demographic. The reason for the Facebook age shift probably has more to do with the underlying population distribution than Facebook’s allure for people in their thirties and forties causing these segments to grow faster, although this isn’t included in the Pingdom data. (Here are Facebook tips to help your marketing.)
By contrast just over half of Twitter users are 35 or older. The average age of a Twitter user is 37.3 years old, a number that’s declined in the last two and a half years.
Almost four-fifths of LinkedIn users are 35 or more. The average user is 44.2. Given that LinkedIn focuses on professionals, it’s not surprising that its user base is older.
Social media sites tend to attract slightly more women (51.25%) than men (48.75%). Interestingly, Facebook and Twitter have a more skewed divide, 60% female to 40% male. This makes sense since women socialize more in real life. Further, despite more equality in terms of family responsibilities, women tend to make more of the social engagements.
Almost 80% of Pinterest users are women, according to Pingdom, making it the most female-dominated site. As a magnet for online scrapbooking, fashion styles and home design, it’s no surprise Pinterest attracts so many more women. To increase male usage, Pinterest would need to show marketers how to develop and share content appealing to men such as sports and cars (assuming a PG-approach). The challenge is that these photographs and images often have copyright and licensing issues.
As for marketers, they’re sticking to the mainstream social media options. Over 80% of companies are planning to use Facebook in 2012 because Facebook is where consumers spend a good portion of their social media time. While this makes sense for B2C and not-for-profit marketers, it’s less effective for B2B marketers. They should consider using more business oriented social media such as LinkedIn, Slideshare (owned by LinkedIn but not tracked) and Quora. (Here’s other research and insights on how marketers are using social media and what they’re planning.)
By contrast, just over half of marketers are using Twitter. What is surprising is that slightly more than a third of marketers use YouTube since video is an important medium for showing off 360° product views and providing useful how-to information.
BTW, when assessing the Pingdom data, it’s important to note that YouTube, the second biggest social media site, isn’t present. The reason for this is that many tracking services classify YouTube as a video site along with NetFlix and others, not with social media entities.
When using social media for marketing, it’s critical to understand your target audience, how they engage on social media platforms and where they spend their time. Just looking at a top level could be misleading.
What do you think of these research findings? How are you planning to use social media in the coming year?
El Community Manager murió…. Se diluyó ya hace tiempo cuando pasó de trabajar exclusivamente en las redes sociales a desarrollar estrategias globales en el entorno online. Y sin embargo, abres Twitter y aproximadamente un 60% de los perfiles existentes se definen como expertos “Community Manager”. Curioso.
Las empresas, la constante evolución de internet y en especial la crisis económica actual, fueron sin duda la causa de su muerte, merecida por otra parte. Porque nadie necesita ya de alguien que trabaje exclusivamente en las redes sociales; las empresas necesitan de estrategias globales, donde las redes sociales son sólo una parte dentro de esa globalidad que les ayuda a vender más, a tener más reconocimiento, una mayor comunidad…
Las empresas buscan en este momento “directores de orquesta” que entrelacen todos los hilos que conforman la estrategia online y desarrollen estrategias perfectamente definidas. Porque un simple sorteo en Facebook, puede implicar desarrollar una Landing Page en la web, y dotarla del necesario posicionamiento y de la necesaria usabilidad, y a la vez desarrollar una web móvil para llegar a más usuarios…
Globalidad y/o estrategia global son las palabras que terminaron con la vida del Community Manager en favor del “Director de Orquesta Online”, un perfil con más conocimientos y áreas de especialización (muchas veces agencias de marketing online) que desarrollan esas acciones sin más intermediarios que ellos.
¿Qué NO es el Director de Orquesta Online?
Aunque parezca mentira, para muchas empresas es “el becario el que lleva las redes sociales corporativas”, “o ese empleado al que le sobra tiempo”, o “mi primo que sabe de Facebook”. Desgraciadamente internet está lleno de Community Managers que saben de Facebook, pero no de estrategia online, por lo que este nuevo perfil es un nuevo paradigma más alla del mero uso exclusivo de las redes sociales.
¿Qué SI es un Director de Orquesta Online?
Una persona o empresa que entiende de estrategia online y de cómo realizar acciones concretas en este entorno, también en las redes sociales. Por supuesto, sabe aplicarlas a cada cliente de manera individualizada.
Es el que sabe escuchar a la comunidad y al público objetivo e interacciona con él, analiza los resultados con las métricas adecuadas y las interpreta en el contexto y situación adecuada. Es alguien con una gran capacidad creativa (lo cual muchas veces se gana con la experiencia) que conoce aplicaciones y herramientas apropiadas para el desarrollo de su actividad. Es aquel que también sabe de posicionamiento, usabilidad y navegabilidad web (entre otros) y está plenamente capacitado para diseñar una estrategia online global para todas las áreas de la empresa.
Pero por encima de todo, el Director de Orquesta Online es el que sabe transmitir de forma adecuada y eficaz la información y valores corporativos de la empresa hacia el exterior, consguiendo imagen de marca y reputación online, que a medio plazo se traducen en ventas que provienen de múltiples canales online.
En este sentido además, será responsabilidad suya saber escuchar en los canales adecuados a las personas adecuadas, distribuir la información adecuadamente comunicando hacia el exterior, pero también transmitiendo sensaciones hacia el interior (feedback hacia la empresa), buscar líderes de opinión y evangelizadores de la marca…
No es fácil… Requiere dedicación y tiempo, y por supuesto colaboración desde la propia empresa e inversión…. Ni cuesta poca plata al mes hacer todo esto, ni la empresa se debe quedar al margen de esta actividad. En un estado idílico, habría que hacer un plan de marketing online, valorar la inversión a realizar, las labores del Director de Orquesta Online, los recursos a emplear, presupuestos para publicidad, promociones y demás, la posibilidad de contar con contenido propio de calidad (un blog)…. en definitiva…. ESTRATEGIA ONLINE.