Archive for November, 2010
Monday, November 22nd, 2010
If you had 1 more hour a day, how would you use it to build your business?
I was recently asked this question during a panel discussion and my answer probably shocked a number of people. “Rollerblade“, I said.
I’ve always loved rollerblading, but it was this past summer that I realized how critical it was to the success of my business. Each day I would make myself leave my office for an hour. I’d throw my blades in the back of my trunk, drive down to the lakeshore, play my favorite podcast and skate the path that hugged the curves of the lake. It was during this time that my ‘task-driven mind’ turned off and my ‘creative mind’ turned on. I don’t know if it was the fresh lake wind in my hair, the sun on my skin, the fact that blading gets my heart beating or a combination of all of these, but that 1 hour trumped all other hours in my business day. I solved problems I didn’t think could be solved. And, I came up with some of my best business ideas.
Perhaps your rollerblading moments have nothing to do with rollerblades at all. Maybe for you it’s taking a long drive. Maybe it’s taking a shower. Or, it could even be that 15 minutes your brain shifts between being awake and slipping into sleep. Find when you do your best thinking (hint: often it’s when you’re not purposely thinking at all).
Recognize that completing tasks usually does not equal business success. Creative thinking is the power to cut through the mundane and think in leaps and bounds. Make more time for those moments.
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It was about 5 years ago that I left my career to join the events industry. Still wet behind the ears and no idea what a 60 round was, I had the good fortune of sitting down with a group of very powerful career veterans over dinner. In between bites of balsamic glazed salad and cluckings of gossip, they asked me what my plans were. Delighted to finally have the opportunity to contribute to the conversation (and to be rid of the highly spirited conversations about people I didn’t know), I told them that I had started a blog. You see, I knew very few people in the industry…and more importantly, no one knew me. My goal was to build my personal brand and to share my unique perspectives with the industry (or at least the 5 people who were following me at the time).
I waited in eager anticipation for the barrage of questions that would follow. What is a blog? Oh, how exciting…tell me more. But my reality was sideways glances at one another, one outright chuckle and a few rolled eyes. It appeared that blogs were not in favor. My proclamation actually launched them into another tirade, this time about ‘that new generation’. They didn’t get it. Some of them still don’t get it. And I’m OK with that.
Today, I have a forum to share ideas. I have an opportunity to learn from my peers. I have new friends I feel I’ve known for years. I have my own successful business and outside of its first month, I haven’t made one sales call. I travel the world. I feel connected to a greater sense of community than I ever have before. I have support. I have a constant source of learning and inspiration. I have been challenged to think in new ways. I have new doors opening every day. I have grown as a person and as a professional.
Thank you to Amber Naslund of Brass Tack Thinking who recently wrote The Personal ROI of Social Media which inspired me to write this post.
What do you have as a result of social media?
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A brand is not a sign at an event. It’s not a coaster. It’s not a gobo light. A brand is not a logo. It’s not an icon. And it’s not even a cute, cuddly character. And, it’s none of these.
A brand is not only what you say…it’s what you do. A brand is what I expect from you when I buy into your product or service and then it’s what I think about you after you deliver. It’s a sum of all of my experiences with you. A brand is a promise kept. A brand is what I tell others when they’re looking for a company like yours. A brand is what I pay more than I should for.
It’s your job to stop thinking about brands as promotional items and graphics and start thinking about them as a narrative that runs through everything you do.
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Many businesses use Facebook Pages as a way to talk to, share with and learn from their customers. A clear focus and quality content are key but there are a few minor things that every company can do to take their pages to the next level. No programming or design knowledge required (I promise):
- Think about how people will search for pages like yours. Consider using keywords in your page name. I love how these gals incorporated fun and functional words in their name. Remember, every time you update your page, your page name will accompany your post.
- Get a vanity URL for your page. Is this going to make or break the success of your page? No. But it looks a heck of a lot better than the default URL you get.
- Use Static FBML to create custom pages (like Welcome, Testimonials, Portfolio, Contests, etc). Why be limited to the standard pages Facebook gives you when you can create pages custom tailored to the needs of your customers.
- Tell people why they should join your page (we have a READY2SPARK’S welcome page). The average Facebook user likes 60 pages, groups and events. That’s a lot…but not when you compare that number to the sea of pages out there. So, stand out by telling people what to expect and why they should care.
- Make your custom welcome page your default page for new visitors instead of your wall. Think about it kind of like inviting someone into your home. They finally come to check you out. And if your wall is your default page you have them walk into a room full of people having conversations – not very hospitable of you. Greet them with a Welcome page and make them feel, well…welcomed.
- Consider using your welcome page as a list building tool (ensure you follow CAN SPAM rules). Using static FBML will allow you to input HTML from your email marketing service provider. See example.
- Install the Payvment plugin and turn your Facebook page into an eCommerce site. Bottom line is that your customers are busy. If you make it too difficult (i.e. too many clicks) for people to complete a purchase they may move on without making the sale. Payvment allows your customers to buy without having to leave your page.
- Put the Facebook Like Box on your blog or website so that people can easily ‘like’ you page. I’m amazed by how many companies don’t do this. Every time I see a great blog post, I look immediately to see if they have a Like Box on their blog so I can see their updates in my timelne. And what’s really powerful about this is that when I click ‘like’ Facebook notifies all of my friends. Just think about how many times you’ve discovered a page simply because a friend liked it. Need I say more?
- Consider Facebook Ads to promote your page. Ads can be highly targeted based on demographic. And, given that you set your budget, they can be a very economical way of growing your fan base. Instead of simply promoting your fan page, consider promoting an offer. ExactTarget research found that 40% of users ‘like’ a page to receive discounts and promotions, 36% to get “freebies” and 25% to get access to exclusive content. Old tactics still work – giving away a free ebook, exclusive deals or proprietary content still gets us going.
- Publish your blog to Facebook (you can also use Networked Blogs)…but PLEASE be sure not to make this the only content you post on your page.
What would you add?
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I would like to thank everyone who provided their thoughts and opinions about the future of the #eventprofs chats. I heard from about 35 of you and the feedback was definitive:
- All of you want the return of the chats (although many of you would like to reduce the chats to 1x / week)
- All of you (except one) agreed that having a Community Manager is a necessity to keep the chats going
Given your feedback, I have pulled together a Job Description for the Community Manager based on my year and a half of experience retaining this role.
- The position will be a 3 month term. And, the outgoing CM will select the incoming CM to ensure a seamless transition. All past-CMs will retain an Advisory role for a year to participate in annual or bi-annual community discussions.
- I am committed to being an advisor to the CM (to ensure continuity) and will also maintain my role overseeing the annual #eventprofs Blog Awards.
- The chats will be changed to 1x / week. (This is how #eventprofs started and we moved to twice a week to ensure that our friends oversees could participate. We will actively monitor this to ensure we are serving the needs of the larger community).
Do you want to be a Community Manager?
If you said yes, you’re awesome!!
Please see the Eventprofs Community Manager Job Description
Submit your application before November 18, 2010 to hello {at} ready2spark {dot} com and answer the following:
- Name & twitter handle
- Why you think you’d be a great #eventprofs Community Manager
- Confirm that you have read the job description and understand the requirements & qualifications
- If your name is not selected for the first CM, would you be open to the incoming CM role
Thank you in advance to everyone who submits. The announcement of the selected candidate will be made shortly after submissions and the role will be active December 1, 2010. Depending upon the number of entries I may not be able to respond to everyone – please don’t take this as rudeness (I’m on a plane to Asia for 4 weeks).
Thank you to everyone in advance!
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When I first started #eventprofs the intent was to facilitate a thriving community of event professionals from all around the world who would share ideas, build relationships and challenge one another. Over a year and a half later, I do believe that we’re achieving this goal. However, I feel as if I’ve let the community down. One critical component missing right now is the twice weekly chats that really were the impetus that got us connecting in the first place. I used to organize these chats but with my hectic business and travel schedules, I have let this slip.
The ideal scenario would be for the community drive the community. I created a wiki that allowed anyone to sign up to moderate the chats and also created video instructions. Unfortunately though, without someone to mange this process, the chats aren’t happening. I’ve come to realize that what #eventprofs really needs is a Community Manager. Someone who can ensure the chat slots are full, provide instruction to new #eventprofs and ensure the archives go out to the community.
But I want to know how you feel…Do you think we should resume the chats? If so, do you think we should have a Community Manager? Do you have any other comments? Please take a minute to answer these 3 short questions. Your feedback will drive how #eventprofs will operate, so please make your voice heard.
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Since you were a child, you’ve been playing games. From cops and robbers to snakes and ladders…games are entrenched in our growth and our culture. Ever ask yourself how people can spend hours and hours in front of their television lost in a video game? Developers have learned that the key to a successful game is the ability to have fun coupled with a system for incentives or rewards.
Gamification is defined as “the use of game play mechanics for non-game consumer technology applications, particularly consumer-oriented web and mobile sites, in order to encourage people to adopt the applications”. According to Bunchball, “People have fundamental needs and desires – for reward, status, achievement, self-expression, competition, and altruism among others. These needs are universal, and cross generations, demographics, cultures and genders.”. Educators have long since recognized the power of games in helping us learn and marketers are rapidly understanding the power of games in capturing consumer attention and interest. Here are just a few examples…
Gamification in Events
Nike Grid
Nike held an event called Grid in London on October 22, 2010. Participants were invited to run (not walk or take public transit) across London, find the Grid phone boxes, punch in their unique game code. The more running they did, the more points and badges they earned. The person with the most points in each area claimed the crown of that postcode. Badges were also awarded for speed, stamina and insider knowledge of the streets.
Gamification in Marketing
Under Construction
Gamify.com is a business focused on bringing gamification and engagement to web clients. Their site is under construction. Now, instead of simply having an Under Construction site, they created a game – try it yourself. I was compelled to engage with their website simply because there was a game.
Mint.com
In 2007, Mint.com took a revolutionary approach to personal finance. They turned it into a game by making managing your money fun. Say, for example, you were saving up for a trip to Hawaii. You could choose this option from a menu, and as you save more funds towards towards your goal, your gauge fills up. You also get a financial score that encourages responsible actions (like avoiding high banking fees, etc). To date, the site claims to have more than 1.5 million active users.
Is Gamificaiton right for your Business?
As with any other externally-driven initiative your business takes the key is to determine if it will add value to your customers and whether its benefits aligned with your goals. If so, build gamification around your priorities – do you want consumers to remember you, tell a friend, engage with your product? Build incentives that will promote your priorities.
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