The world lost an incredibly important human being this week, Apple CEO, Steve Jobs (1955-2011).
The unassuming nerdy guy sporting his wire frames and simple black turtleneck made development code cool. His earnest presentation style wasn't particularly inspiring; however, his mind and ideas were. Whatever he created, in turn, created hope. And jobs. And pride. It had been a long time since Americans could claim products invented in our own country that are so influential on such a global level.
When an inventor passes, the world can feel like a really scary place. We immediately panic. Who will come up with the next big ideas? How can we maintain what that special person provided us? Simply improving upon existing great ideas does not satisfy the insatiable hunger we have developed for new, life-changing technology. Nothing illustrates this better than Tuesday's luke warm reception of the 4S phone; ironically just one day before Jobs death.
Jobs has left giant shoes to fill and ones that we hopefully won't try too hard to replicate - but instead, think beyond. Think even bigger. Have the audacity to even think, dare I say it, think better.
Apple has replaced Jobs in the sense that there is another person who sits in a certain office, holds a certain seat on a board, is responsible and accountable for certain things that he use to do, but no one is going to be Steve Jobs, except Steve Jobs.
But what we can do is learn from the man who has changed our lives so remarkably. We can be smart and take a smart man's advice. And we can look to ourselves for big ideas. And for that reason - I send a letter to the universe to remember a few things about finding special talent, like the kind Steve Jobs had. And really the answer is, we all have a little Jobs genius in us. Maybe if we all think a little more like him, we can all be a little more like him.
1) Innovation is not likely found in a Board Room. Big ideas aren't always innovative. And people at the top tend to say the same things. They have to. It's echoey up there.
2) The best ideas don't necessarily grow only at the most prestigious universities. Really smart people often create their own education, quilting together experiences and researching the things they are most passionate about. All of us can open a book. Take a class. Be curious. Ask questions.
3) The best ideas often come from the biggest mistakes. Your customers know what those are - TALK to them. Mistakes, fails, misfires - these are all just masked opportunities. They aren't something to be "dealt" with, they are something to leverage for growth.
4) People who make and service products understand their nuances and limitations far better than anyone else. Be sure to nurture those people and provide them with outlets for their ideas.
5) Young people, especially in our Jobs created "iWorld" are brimming with big thoughts and opinions. If reeled in, they can provide our world with amazing things.
6) Passion = Hard Work that Doesn't Feel like Hard Work. Jobs himself has on several occasions made mention that if you love what you do, it shows in your work. In each of us there are great ideas. Don't think your dreams or hobbies are merely there to provide diversions from "real" work, they can be your life's passion.
7) Risk is not a bad word. Say it with me. RISK is NOT a bad word. It's not. It's a means to an end. Everything wonderful in life began by taking a risk. Weighing our ideas down with too many statistics and focus groups and politics just waters them down. It would be like Romeo & Juliet without the poison. The Rolling Stones without Mick Jagger. Apple without the iPhone.
8) Instead of looking around the world for what's wrong or what's missing - try looking at the things that make life great. Simply because it's a better use of your time. Positive thoughts create fertile soil for positive ideas.
9) Do something creative everyday. Even if you don't consider yourself an "artist" draw something. Paint something. Play an instrument. Decorate a cupcake. Put a little energy into being creative everyday - and you may start to look at things differently.
1o) Learn the art of saying YES. It's unbelievable what can happen.
Keep Clicking,
Michelle
Friday, October 7, 2011
Monday, June 20, 2011
When to Dial It Back.
Is your online presence too big?
Don't guffaw - it just might be. Is Kim Kardashian too big? Wait, don't answer that.
But I think you might get what I'm saying. Over exposure can hurt your brand. The trouble isn't really SEO - there are so many measures and rules in place these days to prevent "buy outs" however, that is not always the perception. SEO and other online marketing is still being "figured out" by a lot of people - many of whom are skeptical, and prefer to seek out rather than be pursued.
So you finally achieved top SEO billing and your clicks are looking great. The PowerPoint you shared and metrics are impressing everyone but it's not translating to sales? Yeah, well maybe it's because you got yourself to the top of a list, but you're not exactly what people are looking for. Hey, that's okay - you don't want those guys - you want the people who are actually going to BUY. Trust in the fact that people are looking for you, and that SEO is an important PART of the puzzle, but it is not the only part. A little digging to find you can actually work in your favor. This is what we use to call a "qualified lead".
Being over-aggressive online is not going to get you more customers...at least not in the long run. Pushy sales people are annoying...and remember...online is still contact with a customer, and it's more intimate than you may realize. When I'm at home shopping online for flooring in my pajamas, face cream on, eating ice cream and you keep popping up at the top of my search and you're not what I'm looking for, I almost feel angry at you. Even worse are all of the annoying ads popping up based on my recent statuses, blog posts, or searches that make me feel like I'm being stalked. It starts to feel more like an attack than a pitch. If you thought showing up was the main strategy, here is a simple way to dial it back.
1) Lead with INFORMATION (tips about installation, trends in flooring, how to choose the right floor for your home). This is VALUABLE to people, and establishes a positive association with your brand.
2) Follow up with COMMUNICATION. Don't be pushy, but check in - see if I liked the INFORMATION. I like surveys - everybody has an opinion - most people like to share them.
3) OPEN YOUR CHANNELS. I may have found you online, but want to touch and hold the samples in person. Maybe I want to talk to a sales rep, maybe I don't. Make your pitch, and then BACK OFF. "Channel conflict is good" can sometimes just mean I want "Interactive to get the credit for this". Stop siloing yourselves companies...just help customers when/how/if you can and share in the profits.
The other thing that turns me off because it feels too aggressive is anything that is "promoted". It's not even trying to hide "we're paying for you to see this". It's like the invites into those "Who's Who" Annuals (which are of course worthless, no one gives them any credibility.) It also looks like you're being proactively defensive. For example, when the movie "Friends with Benefits" was trending on Twitter "promoted" a couple of weeks ago - it really turned me off from seeing it. Seems desperate, and kind of defeatist. How about open the movie, see how people react and then launch a campaign based on reactions? I could see this working for anything - no matter how bad (anyone hear about "The Room" via social media? I did. Gawd AWFUL. Still saw it based on the fun people were having discussing its awfulness online.)
So just keep in mind, Avis may have been onto something when they didn't claim to be #1, they only claimed to "Try Harder." That still counts whether you're online or in line.
And remember - perception is what I'm talking about here - just because technically speaking SEO and other methods are helpful, work, and have checks and balances in place, doesn't mean that potential customers understand that - or trust them.
Keep Clicking,
Michelle
Don't guffaw - it just might be. Is Kim Kardashian too big? Wait, don't answer that.
But I think you might get what I'm saying. Over exposure can hurt your brand. The trouble isn't really SEO - there are so many measures and rules in place these days to prevent "buy outs" however, that is not always the perception. SEO and other online marketing is still being "figured out" by a lot of people - many of whom are skeptical, and prefer to seek out rather than be pursued.
So you finally achieved top SEO billing and your clicks are looking great. The PowerPoint you shared and metrics are impressing everyone but it's not translating to sales? Yeah, well maybe it's because you got yourself to the top of a list, but you're not exactly what people are looking for. Hey, that's okay - you don't want those guys - you want the people who are actually going to BUY. Trust in the fact that people are looking for you, and that SEO is an important PART of the puzzle, but it is not the only part. A little digging to find you can actually work in your favor. This is what we use to call a "qualified lead".
Being over-aggressive online is not going to get you more customers...at least not in the long run. Pushy sales people are annoying...and remember...online is still contact with a customer, and it's more intimate than you may realize. When I'm at home shopping online for flooring in my pajamas, face cream on, eating ice cream and you keep popping up at the top of my search and you're not what I'm looking for, I almost feel angry at you. Even worse are all of the annoying ads popping up based on my recent statuses, blog posts, or searches that make me feel like I'm being stalked. It starts to feel more like an attack than a pitch. If you thought showing up was the main strategy, here is a simple way to dial it back.
1) Lead with INFORMATION (tips about installation, trends in flooring, how to choose the right floor for your home). This is VALUABLE to people, and establishes a positive association with your brand.
2) Follow up with COMMUNICATION. Don't be pushy, but check in - see if I liked the INFORMATION. I like surveys - everybody has an opinion - most people like to share them.
3) OPEN YOUR CHANNELS. I may have found you online, but want to touch and hold the samples in person. Maybe I want to talk to a sales rep, maybe I don't. Make your pitch, and then BACK OFF. "Channel conflict is good" can sometimes just mean I want "Interactive to get the credit for this". Stop siloing yourselves companies...just help customers when/how/if you can and share in the profits.
The other thing that turns me off because it feels too aggressive is anything that is "promoted". It's not even trying to hide "we're paying for you to see this". It's like the invites into those "Who's Who" Annuals (which are of course worthless, no one gives them any credibility.) It also looks like you're being proactively defensive. For example, when the movie "Friends with Benefits" was trending on Twitter "promoted" a couple of weeks ago - it really turned me off from seeing it. Seems desperate, and kind of defeatist. How about open the movie, see how people react and then launch a campaign based on reactions? I could see this working for anything - no matter how bad (anyone hear about "The Room" via social media? I did. Gawd AWFUL. Still saw it based on the fun people were having discussing its awfulness online.)
So just keep in mind, Avis may have been onto something when they didn't claim to be #1, they only claimed to "Try Harder." That still counts whether you're online or in line.
And remember - perception is what I'm talking about here - just because technically speaking SEO and other methods are helpful, work, and have checks and balances in place, doesn't mean that potential customers understand that - or trust them.
Keep Clicking,
Michelle
Thursday, June 16, 2011
10 Ways to Get More Followers on Twitter
10) Offer special deals/discounts to RTers, Followers
09) Create prizes for specific milestones: 100th follower, 10th RT, etc.
08) Follow pros & copy what they do (@BillyDec is great to his tweeps)
07) Post CONTENT - not just pithy statements (PROVIDE VALUE!)
06) Post PITHY STATEMENTS - not just CONTENT (DON'T BE A CRUMMY COMMERCIAL!)
05) Share news about whatever interests you - tweeps will enjoy it too!
04) Don't expect people to follow you if you never tweet. It's give & take out here!
03) Don't worry if you don't have 1000's of followers, quantity AND quality matter!
02) Click on profiles of people you enjoy following for ideas on who to follow next.
01) Get on TWITTER. (DUH)
Find me on Twitter @michelletweet
09) Create prizes for specific milestones: 100th follower, 10th RT, etc.
08) Follow pros & copy what they do (@BillyDec is great to his tweeps)
07) Post CONTENT - not just pithy statements (PROVIDE VALUE!)
06) Post PITHY STATEMENTS - not just CONTENT (DON'T BE A CRUMMY COMMERCIAL!)
05) Share news about whatever interests you - tweeps will enjoy it too!
04) Don't expect people to follow you if you never tweet. It's give & take out here!
03) Don't worry if you don't have 1000's of followers, quantity AND quality matter!
02) Click on profiles of people you enjoy following for ideas on who to follow next.
01) Get on TWITTER. (DUH)
Find me on Twitter @michelletweet
Monday, May 9, 2011
Don't Tie Yourself Down - Put Mobile First
I have long been a proponent of pushing online apps/selling techniques through mobile devices and this article in Net Magazine helps to explain why as well.
You can't actually catch a cloud and pin it down, but you can jump aboard wherever the cloud goes.
It's old-fashioned sales advice, if you aren't where the customer is, when they have a need, you're not fulfilling that need. Just think of how much opportunity lives in the clouds!
mm
You can't actually catch a cloud and pin it down, but you can jump aboard wherever the cloud goes.
It's old-fashioned sales advice, if you aren't where the customer is, when they have a need, you're not fulfilling that need. Just think of how much opportunity lives in the clouds!
mm
Friday, August 20, 2010
10 Reasons Why Twitter is Kicking FaceBook's Ass
1) FaceBook friends are the friends you had in high school. Twitter friends are people you wish were your friends in high school. (Read this on Twitter and it resonated.)
2) Tweeters are more sophisticated and savvy. There are at least 80%* fewer posts about Chuck E. Cheese on Twitter compared to FaceBook. (*This isn't an actual fact - but there's a lot less of that type of posting.)
3) Twitter forces people to be succinct.
4) Tweeting sounds more fun than FaceBooking which now sounds antiquated. Nobody does anything with books anymore. I read "books" using the Kindle app on my iPhone.
5) Twitter does not have the security issues FB has.
6) When everyone including your mother can top 100 FB friends it doesn't matter how many you have. As a matter of fact, I'd bet that it's now cooler to have fewer FB friends than other people. It would say to your personal world: I am organizing my life and prioritizing my relationships and you either make the cut or you do not. Twitter, on the other hand is a reflection of how the "actual world" sees you. Not people who report to you, birthed you, or married you and have to live with you, thus "liking" your pithy comments and goofy vacation pictures. A lot of friends on Twitter = Coolness (actual). A lot of friends on FB = ?
7) Twitter expands your world much faster and wider. I have a follower in Italy. We DM and @reply all the time. He's awesome. @maxguzzo! We "met" through a fellow tweeter @DanieleCarrol that I "met" through an old friend from Second City @DavidAugust (he's an old-fashioned "connector").
8) Twitter has its own language - it feels like a special world when you're tweeting. A connected, cool, hip world. FB feels like a class reunion - awesome at first and then over time, you remember why...you moved away, broke up, quit, etc.
9) Those annoying Big Brother ads on the right side of the page that have you thinking the FaceBook marketing department is actually watching us all via portals in our webcams and we can't stop them.
10) Deals from Twitter are real and awesome and FB deals may be real, but feel creepy and big brothery and I've actually never used any of them.
2) Tweeters are more sophisticated and savvy. There are at least 80%* fewer posts about Chuck E. Cheese on Twitter compared to FaceBook. (*This isn't an actual fact - but there's a lot less of that type of posting.)
3) Twitter forces people to be succinct.
4) Tweeting sounds more fun than FaceBooking which now sounds antiquated. Nobody does anything with books anymore. I read "books" using the Kindle app on my iPhone.
5) Twitter does not have the security issues FB has.
6) When everyone including your mother can top 100 FB friends it doesn't matter how many you have. As a matter of fact, I'd bet that it's now cooler to have fewer FB friends than other people. It would say to your personal world: I am organizing my life and prioritizing my relationships and you either make the cut or you do not. Twitter, on the other hand is a reflection of how the "actual world" sees you. Not people who report to you, birthed you, or married you and have to live with you, thus "liking" your pithy comments and goofy vacation pictures. A lot of friends on Twitter = Coolness (actual). A lot of friends on FB = ?
7) Twitter expands your world much faster and wider. I have a follower in Italy. We DM and @reply all the time. He's awesome. @maxguzzo! We "met" through a fellow tweeter @DanieleCarrol that I "met" through an old friend from Second City @DavidAugust (he's an old-fashioned "connector").
8) Twitter has its own language - it feels like a special world when you're tweeting. A connected, cool, hip world. FB feels like a class reunion - awesome at first and then over time, you remember why...you moved away, broke up, quit, etc.
9) Those annoying Big Brother ads on the right side of the page that have you thinking the FaceBook marketing department is actually watching us all via portals in our webcams and we can't stop them.
10) Deals from Twitter are real and awesome and FB deals may be real, but feel creepy and big brothery and I've actually never used any of them.
Thursday, May 20, 2010
Foursquare and Loyalty: 10 Tips
If you've been living under a rock, or simply too busy tweeting lately, you need to take a minute to consider foursquare, a newish social media tool that is hitting it's stride and trending like crazy. Akin to the old frequent shoppers program, this tool allows your customers to share with entire communities about visiting your store, what they bought, saw, and experienced and also giving them badges and accolades (mayor seats anyway) for having simply "checked in" or checked in the the most.
The following are 10 simple tips for getting started on foursquare.
1) Join up. To participate in foursquare is to understand foursquare. Pay attention to "special deals" for ideas, and in general get a feel for the community associated with specific locations.
2) Make sure your profile is 100% complete (for instance - adding a picture unlocks certain abilities, like being a "mayor".) That goes for your "Place" too. You can add more than just your address and phone number.
3) Add your business to the "Places" and check in everyday, every time you walk through the door. Ask your employees to as well and soon you'll be "trending".
4) Add tips regarding your location. This can be anything - since you're at Starbucks - why not try the X service/product/flavor?
5) Encourage competition. In our world of "my life is busier than your life" people are proud and loud about talking about all of the places and events they visit each day. A fight for mayorship at your place of business is customers in your door.
6) Listen to your customers on Foursquare. (If you check in, you can see who else is there...and read their comments. Reach out to them with gratitude no matter their review. (Old-fashioned 1:1 customer service.)
7) Reach out to complimentary business or partners. Mention where you'll be checking in later in your tips and help your community marry ideas, helping you to expand your reach and grow your partnerships.
8) Share your check ins in every social media outlet available.
9) Use the profile picture area to feature items- makes things more fun for everyone if they are seen. Do you have a particularly beautiful product or entree special? Snap a photo and add feature in your profile real estate.
10) Have a personality. This isn't corporate mumbo jumbo speak. Keep it casual. But even more imporant, make sure your tips and deals are tailored for the community they are reaching. READ: This may not actually be who "MARKETING" things it is. The proof is in the pudding. They are "THERE", see how they write and keep it in mind when serving up deals in their direction.
Have some fun foursquaring and let me know where you are!
Keep Clicking!
Michelle
The following are 10 simple tips for getting started on foursquare.
1) Join up. To participate in foursquare is to understand foursquare. Pay attention to "special deals" for ideas, and in general get a feel for the community associated with specific locations.
2) Make sure your profile is 100% complete (for instance - adding a picture unlocks certain abilities, like being a "mayor".) That goes for your "Place" too. You can add more than just your address and phone number.
3) Add your business to the "Places" and check in everyday, every time you walk through the door. Ask your employees to as well and soon you'll be "trending".
4) Add tips regarding your location. This can be anything - since you're at Starbucks - why not try the X service/product/flavor?
5) Encourage competition. In our world of "my life is busier than your life" people are proud and loud about talking about all of the places and events they visit each day. A fight for mayorship at your place of business is customers in your door.
6) Listen to your customers on Foursquare. (If you check in, you can see who else is there...and read their comments. Reach out to them with gratitude no matter their review. (Old-fashioned 1:1 customer service.)
7) Reach out to complimentary business or partners. Mention where you'll be checking in later in your tips and help your community marry ideas, helping you to expand your reach and grow your partnerships.
8) Share your check ins in every social media outlet available.
9) Use the profile picture area to feature items- makes things more fun for everyone if they are seen. Do you have a particularly beautiful product or entree special? Snap a photo and add feature in your profile real estate.
10) Have a personality. This isn't corporate mumbo jumbo speak. Keep it casual. But even more imporant, make sure your tips and deals are tailored for the community they are reaching. READ: This may not actually be who "MARKETING" things it is. The proof is in the pudding. They are "THERE", see how they write and keep it in mind when serving up deals in their direction.
Have some fun foursquaring and let me know where you are!
Keep Clicking!
Michelle
Wednesday, May 19, 2010
Online Community with Marketplace Feel
So I am a huge fan of New York City and receive both New York Magazine and The New Yorker which I read cover to cover the day they arrive.
In a recent issue of one of those, there was an article about the economy and one woman's obsession with this website, www.polyvore.com. In the article she described an online experience I could get excited about - basically paper dolls for grown women, and without the limitations of kit. The entire world becomes your "mall" and the combinations and ideas are endless!
I began creating "sets" and found that many pieces which I loved alone, had come from stores I haven't set foot in since college (Wet Seal anyone?)
Over the past two weeks since I've been a member I have made three purchases based on outfits I put together online (people can comment and "Like" your sets too - adding a competitive and realistic edge to the site.)
Additionally, each time you "publish" a set, you can also Tweet or Facebook it too. Genius.
What Polyvore is achieving in terms of combining all online media together in one site is really something interesting. Usually, only one area of focus is successful - but in this case Polyvore has created a hit with the site itself - very user-friendly and fun to use; the community is huge; sharing options at every turn; endless e-commerce opportunities; and movie and retailer contest tie-ins (hope to win those tickets to the Eclipse Premiere!) all of this, without the users really feeling "marketing to." Instead, we feel like we're expressing our style and fashion sense.
For fun, here's a link to my personal profile at Polyvore.
Would love to know what kind of "commission" contracts they set up.
So when you're thinking about the online community - think BIG. It's smart to start small, but look at what this site has been able to do!
Keep Clicking!
Michelle Marquardt
In a recent issue of one of those, there was an article about the economy and one woman's obsession with this website, www.polyvore.com. In the article she described an online experience I could get excited about - basically paper dolls for grown women, and without the limitations of kit. The entire world becomes your "mall" and the combinations and ideas are endless!
I began creating "sets" and found that many pieces which I loved alone, had come from stores I haven't set foot in since college (Wet Seal anyone?)
Over the past two weeks since I've been a member I have made three purchases based on outfits I put together online (people can comment and "Like" your sets too - adding a competitive and realistic edge to the site.)
Additionally, each time you "publish" a set, you can also Tweet or Facebook it too. Genius.
What Polyvore is achieving in terms of combining all online media together in one site is really something interesting. Usually, only one area of focus is successful - but in this case Polyvore has created a hit with the site itself - very user-friendly and fun to use; the community is huge; sharing options at every turn; endless e-commerce opportunities; and movie and retailer contest tie-ins (hope to win those tickets to the Eclipse Premiere!) all of this, without the users really feeling "marketing to." Instead, we feel like we're expressing our style and fashion sense.
For fun, here's a link to my personal profile at Polyvore.
Would love to know what kind of "commission" contracts they set up.
So when you're thinking about the online community - think BIG. It's smart to start small, but look at what this site has been able to do!
Keep Clicking!
Michelle Marquardt
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