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Lawyers Need to Cooperate with Marketing, or Get Out of the Way

May 23, 2013 By 1 Comment

It’s the customer every brand dreams of: the superfan who spends their own time, money, and energy evangelizing a product to all their friends and family.

Sara Rosso is a Nutella superfan. So much so that she created World Nutella Day back in 2007, and it has taken place on February 5th every year.

head up your ass Lawyers Need to Cooperate with Marketing, or Get Out of the WayThen she received a cease-and-desist letter from Ferrero’s (Nutella’s parent company) lawyers, demanding that she no longer use the Nutella name in her I-LOVE-NUTELLA-THIIIIIIIIIIIS-MUCH efforts.

According to an article on Social Media Today, Rosso got media coverage of the event on NBC, CNN, and ABC, plus a social media audience of 47,000 fans and followers.

And yet, some lawyers who had no idea about the awesomeness she was spreading (pun totally intended) as well as no freaking clue about how free marketing evangelism worked, shut her down.

So Rosso took her case to the people, and posted the cease-and-desist letter to her blog, and almost immediately — I hope after the marketing department shouted “WHAT THE F*** DID YOU JUST DO?!” at the legal department — contacted her to rectify the situation.

When it was all said and done, Ferrero issued this press release, which Rosso posted on her website:

“World Nutella Day: a positive conclusion

Positive direct contact between Ferrero and Sara Rosso, owner of the non-official Nutella fan page World Nutella Day, has brought an end to the case.

Ferrero would like to express to Sara Rosso its sincere gratitude for her passion for Nutella, gratitude which is extended to all fans of the World Nutella Day.

The case arose from a routine brand defense procedure that was activated as a result of some misuse of the Nutella brand on the fan page.

Ferrero is pleased to announce that today, after contacting Sara Rosso and finding together the appropriate solutions, it immediately stopped the previous action.

Ferrero considers itself fortunate to have such devoted and loyal fans of its Nutella spread, like Sara Rosso.

Problem solved! World Nutella Day has been saved!

Except it should never have been a problem in the first place. Without going into all the “everyone in a company should communicate” drivel, which you and I know will never happen, Legal should have at least been smart enough to check with Marketing and said, “Hey, have you guys ever heard of World Nutella Day? Is this a thing?”

And Marketing would have said, “No, but it’s pretty cool. Why do you ask?”

Legal: “Because we want to shut it down. Someone is using the Nutella name other than us.”

Marketing: “Don’t be stupid. Clearly this is someone who is helping us further the cause of Nutella, which helps us make more money, which is how we can afford to support your non-revenue generating asses.”

While I understand the need for brand protection and support, there needs to be a mechanism in place where the marketing folks can have some input on the cease-and-desist letters and tell the lawyers, “wait, don’t send that one.”

Then stories like this would never have to be written, and Nutella and Ferrero wouldn’t end up with egg on their face.

Filed Under: crisis communication, Marketing, Personal Branding, Social Media Tagged With: , , ,

Where Should Social Media Live? Marketing, That’s Where

May 21, 2013 By Leave a Comment

Amber Naslund recently commented on a post of mine, and said:

As social business becomes more the MO instead of just “doing social media”, we still don’t have an answer for where it lives, and it needs somewhere. I don’t think it’s going to be enough for it just to be dispersed independently in various departments. We have C-suite roles that are holistic and support the entire business. HR and IT do that to an extent, too, because they’re practices that have to carry across and touch all disciplines. I think social business needs to be that way too.

But as it matures – and maybe even after it’s well established as best practice – it needs some kind of alignment in order to thrive. I’ve yet to make up my mind whether that means there’s an executive that’s responsible for ‘social business’ itself or something else, but the reality is that we need someone to be accountable for the purposes, vision, and results of social business initiatives (and things like innovation, organizational design, culture development ) as their purview, not just an aspect of their job description.

This has been an ongoing question, and one that is not easily answered.

Except that I think it’s the Marketing department.

If you look at Marketing as the communication channel between customers and the company, and not just the department that makes brochures, pictures, and websites, it makes sense. Marketing communicates through web, print, broadcast, and even direct communication. How those messages reach their audience depends on the mediums (media) where they’re found.

There are those who would argue that it should belong in PR, because they have to communicate with journalists and industry bloggers who are all using social media. Some will argue that it should be in customer service, because it has become an established customer service communication channel. (I would argue that customer service should be folded into marketing, since they focus on customer retention, but that’s a different blog post.)

But if anything, the responsibility for social media needs to be kept in marketing for the communication aspect, and the other departments need to be allowed to use it as part of their own responsibilities. If anyone is going to decide what the social media strategy will be, that should come from marketing, but in cooperation with PR, Customer Service, and any other departments using it.

As I said in a recent blog post, Social Media Stars Killed Social Media, we’re reaching the point where social media is just going to be another form of communication, like email and the phone, and we’re not going to have dedicated social media professionals.

So when that day comes that social media professionals just turn into regular old professionals, they need to land in the marketing department.

Filed Under: Communication, Marketing, Public Relations, Reputation Management, Social Media Tagged With: , , ,

Ten iPad Business Apps You Need That Aren’t Evernote or Dropbox

May 13, 2013 By 2 Comments
iPad Screen Shot

If you’ve got an iPad, you’ve no doubt visited the App Store, and checked out one of the “iPad Essentials” lists for business, productivity, music, or any of the other must-have apps.

You’ve certainly read all the “Five (or Ten) Must-Have iPad Apps for Business Productivity” that all say you need Evernote, Dropbox, and the Kindle Reader. In fact, if those were the only articles you read about your iPad, you’d think there were only five apps ever made for it.

And because I’m tired of the same retreaded crap that appears in most 101-level articles, I tried to come up with ten iPad Business apps that are not Evernote or Dropbox.

iPad Screen Shot 768x1024 Ten iPad Business Apps You Need That Arent Evernote or Dropbox

  1. Type on PDF: This iOS app lets you open a PDF and type on it or sign it. If you’ve ever received a PDF without any form fields, but have Adobe Acrobat, you can drop in your form fields, fill it out, and send it back. Type on PDF lets you do this without using (or even owning) Acrobat on your laptop. The interface is a little cumbersome, but it sure beats messing around with Acrobat just to fill out a simple form. You can also add photos and draw on your PDFs.
  2. Docusign: If you just need to sign PDF documents, like a tax form or contract, use Docusign. I upload contracts and use it to get signatures from new clients. It can import documents from Dropbox, Google Drive, Box, Evernote, and Salesforce, plus many others. Create your saved signature and drag it on to any document that needs it. It works just like Type on PDF in that it also lets you add text boxes, but it’s a little harder to do.
  3. Feedly: Now that Google Reader is going away, the big question is what feed reader should people switch to. I like Feedly because it works on my Android, my iPad, and my MacBook. It has a magazine-like layout, which makes it work more like Flipboard, but it imported my entire Google Reader account. Ziin is another possibility if you don’t like Feedly.
  4. Chrome: If you’re a serious Chrome user on your Mac or PC, you don’t need to give up the interactivity. Chrome for the iPad has saved my bacon a couple of times. For one thing, it syncs up all the passwords and bookmarks from my MacBook, which means I can use my iPad to access a website when I don’t have my laptop handy. For another, I can sync up open tabs from laptop to iPad too. That way, if I want to read something later, I just leave it open as a tab on my laptop, sync it, read it, and shut it down.
  5. Penultimate: Alright, I lied a little. There is something from Evernote on here, but it’s not actually Evernote. Penultimate is the pen-based note taking program. You can handwrite notes (which are searchable both in Penultimate and on your Evernote, regardless of where you use it), sketch ideas, and even color. But if you’re going to whine about it, then I’ll suggest Bamboo Paper from Wacom instead. It does the same exact thing, including sync up with Evernote. Both programs are available inside the Evernote Trunk.
  6. Moleskine: Another note taker, especially if you don’t want to use Evernote, or if you’re a Moleskine junkie. This is a typing and handwriting note taker, which lets you merge and upload notes as you take them. It’s especially cool if you don’t like the iPad Note’s yellow legal pad and cousin-to-Comic-Sans font.
  7. MindMeister: A great tool for visual thinkers whose ideas and brainstorming spans outside the traditional item-by-item of the list. Sketch out your ideas and create diagrams to illustrate them, then upload them to the MindMeister.com website for further access and sharing. MindMeister has a free version and a paid version.
  8. Drafts: A straight up text-only typing program, Drafts uses Markdown language for formatting. Markdown language is the big new formatting and writing language that’s used for cross-platform tablet writing. If you know it — and it’s simple to learn — you can write blog posts and articles on your iPad, and format them by surrounding headlines, bold, and italics with +’s and *’s. You can then upload the articles to your blog or website. I’ve used it to cover WNBA basketball games in the past, and may give it a shot at the Indianapolis 500 this year.
  9. Countdown Star: I have to confess a family tie here: my brother-in-law created Countdown Star. It lets you set times and dates of special events, like holidays, conferences, birthdays, and anniversaries, or other important dates like the one I entered, “Pitchers and catchers report.” Countdown is available in a free or paid version, and works on iPad and iPhone.
  10. News Republic: If you read a lot of news, you have a couple choices: tap through different news apps like NPR, USA Today, and your local news apps, or scroll through News Republic. This app pulls in news stories from all over in a variety of different topics, including news, politics, sports, science, tech, and entertainment, plus others. It’s a nice alternative to Flipboard because it gathers from news sources I’ve never even heard of.

So how’d we do? Any apps you’ve never heard of? Any good ones we missed? What outstanding iPad business apps do you use that don’t appear on any “Essential Business Apps Everyone Has Already Heard of” list?

Filed Under: Productivity Tagged With: , , , , ,

Social Media Stars Killed Social Media

May 10, 2013 By 6 Comments
Olivetti Typewriters - these things went away when computers became widely adopted.

The days of the social media rockstar are drawing to a close.

We’re starting to see the end of social media as a standalone, magical mysterious thing that we do — something every startup embraced, every small business resisted, and every corporation fled from in fear — and we’re seeing acceptance, and even love, from those who previously spurned it.

Amber Naslund’s recent post, The Begrudging Death of the Social Media Superstar, plus a recent Jay Baer podcast episode with Dorie Clark, has got me to thinking that the end is in sight.

Social media will no longer be a viable standalone career path.

In the last six years, I’ve seen positions like Director of Social Media Marketing, Online Community Manager, and even VP of Social Media created to take advantage of this growing communication phenomenon. (I will not dignify positions like Social Media Wizard/Ninja/Guru with any response greater than a sneer.)

But I think we’re going to see those positions pulled into their respective departments, and they’ll become part of the general rabble.

Everyone in marketing and PR is going to be expected to be good at social media, much in the same way you need to stop listing “Proficient at Microsoft Word and Internet Explorer” on your résumé.

History Is Repeating Itself

Olivetti Typewriter 300x225 Social Media Stars Killed Social MediaIt’s always interesting to see what happens to an entrenched communication channel or business method when a new upstart shows up.

Newspaper people panicked when radio showed up, and the radio folks were the stars of the day. Radio panicked when TV showed up, and the TV people were the stars of the day.

Newspapers, radio, and TV all laughed and laughed when the Internet showed up. Then they ran around, screaming like they were on fire when the Internet started playing songs, streaming TV, and posting classified ads.

In the business world:

  • people turned up their noses at computers in the 1980s, but now we no longer have typists, because everyone does their own typing.
  • The postal service got worried when telexes showed up. . .
  • . . . and those people freaked when fax machines showed up.
  • Fax manufacturers peed themselves when email became the main method of communication.

Every step along the way, the new people were the stars, until everyone calmed down, and they were absorbed into the general landscape.

That’s happening with social media.

The social media people have been rockstars, writing books in a whirlwind of publishing activity, speaking and attending conferences. The ones who were doing it first are now considered the godfathers and grand dames of the industry, and the upstarts aren’t finding any real room to shine. There are no unexplored frontiers.

It won’t happen right away. There are still plenty of companies that aren’t doing social media. Hell, depending on which stats you see, anywhere from 40 – 60% of companies don’t even have a website. That means there are still plenty of people who aren’t adopting the Internet, let alone all the cool stuff it can do.

But when PR and marketing agencies are folding social media into their day-to-day offerings, and not a special add-on, you know things are settling down.

Social Media Experts Were Too Good At Their Job

That’s because, thanks to the social media evangelists who preached the gospel of engagement and relationships, everyone started doing it. And we all got good at it.

Eventually the executives who made the decision to create social media departments are going to start wondering, “Even my kids are doing this now, what makes these people so special? Why do they get the rockstar treatment?”

And the decision will be made to fold social media back into the regular marketing department. Or PR. Customer Service. Sales. R&D.

This is good news for people who are already good at marketing, PR, customer service, sales, and R&D.

But if you’re not good at it, you’re going to have a problem.

If you were only good at using the tools — you were “good at Twitter,” “good at Facebook” — you’re going to have a hard time fitting into your new role. If you thought that social media was all about using the tools, you’re in for a shock.

You need to get good at something else too. You need to get better at the departments and functions you were supporting.

You’re going to have to redefine yourself as a content marketer, a marketing strategist, a PR practitioner, a customer service professional. Social media is only going to be a part of what you do, not the actual thing you do.

Just like writers don’t have to be “proficient at Microsoft Word,” being “good at social media” will not be enough.

Photo credit: eat more toast (Flickr, Creative Commons)

Filed Under: Content Marketing, Disruption, Marketing, Newspapers, Personal Branding, Radio, Social Media, Social Media Experts, Social Media Marketing, Television, Traditional Media, Writing, Writing Skills Tagged With: , ,

Four Journalism Techniques To Incorporate Into Your Blog Writing

May 3, 2013 By
News clipping

If you want to be a successful blogger, you need to write like a journalist. In writing style — short words, short sentences, short paragraphs — as well as story flow — important information first, next important, third important, and so on.

But there are a few other journalism techniques you need for your blog if you want it to flow easily, and attract readers’ attention.

My first training as a writer was actually in journalism. It started with my Journalism 101 class at Ball State University, and then being a columnist and reporter for the Ball State Daily News. Since then

Newspapers 300x185 Four Journalism Techniques To Incorporate Into Your Blog Writing(For historic reference, this was back in 1987, when they were still printing out, waxing, and pasting up all the pages of the paper. This method of newspaper layout is also where the terms “cut and paste” came from.)

I’ve also been a newspaper humor columnist for over 18 years, and was a freelance newspaper reporter for a time. So everything I do is with a journalist’s eye — a jaundiced, bloodshot, narrowed-suspiciously eye. (I keep it in a desk drawer at my office.)

There were four important journalism lessons I learned from those early days of my writing career, which I still use in blogging today.

1. Your Lede Should Contain Everything We Need to Know

First, yes, it’s “lede” (pronounced “leed.”) It’s spelled that way so it’s not confused with “lead” (led), which is what the movable type was made from back in the early, early days of newspapers. Some newspaper reporters will call the opening paragraph the “lead,” but they don’t have a flair for historical drama.

Your lede needs to contain the who, what, where, when, why, and how of the story. We should be able to read that and understand everything we need to know about your blog post. Some of it may be implied, some of it may be understood, but most of it should just be put right out there.

Take a look at my opening lede:

If you (who) want to be (when = in the future) a successful (why) blogger (what = blogger and where = on your blog), you need to write like a journalist (how). In writing style (as well as story flow — important information first, next important, third important, and so on (more what and how).

2. Refer To a Person By Their Whole Name First, and Their Last Name Thereafter

If you mention a person in your blog post, mention them by their whole name, give their title or reason for inclusion the first time. Every time you refer to them thereafter, use their last name only. The presumption is, if the reader needs to know who you’re referring to, they can always scroll back up the story to find their first mention. We do this for men and women alike. The New York Times has their own style of referring to people as “Mr. Deckers” or “Ms. Carter,” but the rest of the journalistic world just uses last names only.

3. Write for Coma Patients

As my Journalism 101 professor, Mark Popovich, explained it: “Imagine your reader came out of a two-year coma this morning and has no idea what’s going on. So they open a newspaper to your story, and this is the first they’re hearing about any of this.”

This means you have to explain some issues, or at least refer back to them. You can’t assume that everyone knows what you’re talking about. You have to assume they’re coming to the issue for the first time in their lives, even if you’ve written about this topic for five years.

And while we’re on the subject, please never use “Unless you’ve been living under a rock, you already know about” or “Unless you’ve been in a coma, you’ve already heard about” as your lede. It’s stupid, and actually a little offensive. I saw that lede in a blog post about some advanced piece on affiliate marketing, and I still had no idea what the guy was talking about even after he was done.

This hypothetical coma patient is why newspaper stories have all the background information at the end of a story, even if it’s a long running story that “everyone knows about.” They explain the details we learned about in the early days of the issue, just in case someone is not up to speed.

For bloggers, that means link to your past posts about your topic, so our coma patient can go back to that story to catch up. (e.g. “I previously discussed the eight writer archetypes back in March.”)

(It also helps if you have the link open up in a new tab, rather than letting them leave the current page.)

4. Spell Out ALL Jargon The First Time In Every Blog Post

I don’t care if you’re THE leading expert in the industry, and you happen to know that every reader who comes across your blog knows exactly who you are and what you’re talking about. You always spell out abbreviations, acronyms, and jargon terms.

ALWAYS!

Because one day, someone who is not in your industry is going to stumble upon your blog, have no idea what you’re talking about, and they’re going to leave.

It could be our coma patient, or it could be the person who was newly-promoted to the position where they need to give a big fat check to someone with your expertise, but it’s not going to be you, because they have no idea what you do.

If you can make your beginning reader feel smart, without talking down to your advanced reader — and that’s a difficult balance to strike sometimes — you’ll be the person that everyone turns to, rather than just reaching a slice of your potential audience.

Most of our reading habits and reading styles have been shaped and influenced by newspapers. The Boomers and Generation Xers got there by reading actual newspapers. And because that writing style continues on, the Gen Yers are reading the same kinds of news stories online, and being similarly influenced.

Writing and reading styles are still changing as we gather more content online. We skim to read now, rather than reading entire blocks of text.

But one thing will remain the same: journalistic writing is effective for information gathering, because it gives people the most amount of information in the shortest amount of time.

As more people skim to read, if you can write like a journalist, you’ll get more information into their brains

Photo credit: NS Newsflash (Flickr, Creative Commons)

Filed Under: Blog Writing, Blogging, Business Blogging Content, Communication, Content Marketing, Corporate Blogging, Marketing, Newspapers, Traditional Media, Writing, Writing Skills Tagged With: , , ,

Being Loathsome is a Bad Career Move

May 2, 2013 By
Angry Screaming Guy

I’m worried about a recent Forbes article that encourages people to be assholes as a way to further their careers.

J. Maureen Henderson’s article, Why It’s Better For Your Career To Be Loathed Than To Be Liked thinks that Erika Napoletano’s obscenity-filled presentations and slides of Sarah Palin copulating with a polar bear are to be admired and cheered.

In the article, Napoletano says:

I’m not concerned with being likeable as a brand or person. I’m concerned with not having to put on a meat suit every day when I stand in front of the world around me. Being honest and building the next better version of you? That’s what creates memorable people, brands and experiences. I don’t give a s*** if I’m likeable. I care the most about whether the people who allow me to do what it is I love every day respect me for who I am and know that I respect them the same way.

Angry Screaming Guy 300x199 Being Loathsome is a Bad Career Move

If this is how you approach your business relationships, is it any wonder people don’t like you?

I hate, HATE, HATE! it when people equate the phrase “being honest” with “being an asshole.” As if being intentionally offensive is honest and noble, and people who are nice are less of a person.

Shock jocks and sullen teenagers do it, but it gets tiresome after a while, and at the end of the day, no one likes either of them.

These are the same people who say “I’m not afraid to speak my mind. I just say it like it is.”

You know who else speaks their mind and says it like it is?

Three-year-olds.

They don’t have the maturity and tact to think twice about what they’re going to say. How bad does a person have to be when they have the same lack of maturity and tact as a three-year-old? You would think that after 30+ years, they would have figured that out by now.

Whatever happened to being nice and pleasant? Being respectful and kind? I knew a man who ran an entire department, whose daily mantra, both to himself and the people who worked for him, was “be nice.”

It was especially unsettling for the people who worked for him, since many of them were retired military officers, including a colonel who had commanded a tank brigade. Their collective job was to deal with large-scale disasters and emergencies.

But “Be nice” won the day. This guy had the respect and admiration of everyone who worked for him and with him. And they were still able to get the job done and keep people safe.

Being Nice Doesn’t Mean Being a Pushover

I know some people who worry that being nice means you have to let people walk all over you, or that people are going to take advantage of you.

That’s not what it means.

Being nice means you don’t belittle someone or try to hurt them. You don’t screw someone out of a business relationship. It means you don’t have a deliberate “screw you” attitude when dealing with people you disagree with.

Being nice means you treat people with kindness and respect. It means you stand firm on your convictions and you speak up — loudly, if necessary — when the situation calls for it. It means you stand up against bullies, and speak for people who don’t have a voice. Being nice doesn’t mean being a wimp, it means being strong, but respectful.

I have never known anyone to be fired or lose a client because they were nice.

“We had to let him go. He did good work, but he was always polite and helpful, and had a kind word for everyone. I hated him.”

There are plenty of people who get fired for being unlikable. For being rude, irksome, boorish, crude, inflammatory, and loathsome. No one was sad to see them go, and some people even got a going away party held in their honor.

After they were gone. And they weren’t invited.

Either Way, Bring Your A-Game

Henderson’s article says, if you’re going to be an asshole — I’m paraphrasing here — you’d better bring your A-game. You can’t just be offensive and be bad at your job, because then you’re just offensive, and you’ll be fired.

Napoletano believes that it’s okay to be loathsome as long as the clients love what you’re doing.

Which is true. But it’s also true that you still have to bring your A-game if you’re nice.

People don’t keep you around because you’re nice if you’re not providing a benefit. They want results. They want success. They want a positive ROI. And it doesn’t matter if you bake cookies for the office every Friday, if you’re not producing, you’ll be let go.

I prefer being the nice guy. I like helping people. I want to see, and help, people accomplish their goals and succeed in their endeavors. The whole reason Kyle Lacy and I wrote Branding Yourself was to help people, because there were a lot of people out of work, under employed, or in a job they hated. We wanted to help them find their way out of that.

Bottom line, your personal brand is yours to define, any way you want. You can be kind and helpful and nice to people, and have people who love to work with you and spend time with you, or you can be pompous, outrageous, and loathsome.

You can be likable and have people who want to work with you, or be loathsome and say you don’t care if you’re liked or not (which is good, because you’re probably not).

You can be successful with either approach, but one is going to bring you — and everyone else around you — more happiness.

Photo credit: B_Heyer (Flickr)

Filed Under: Books, Branding Yourself, Networking, Personal Branding Tagged With: , ,

Is the Forbes Top 50 Social Media List Flawed?

April 23, 2013 By
Brian Solis, Jason Falls, Chris Brogan

If you made the Forbes Top 50 Social Media Influencers list, you’re generally regarded as being pretty hot stuff. The Top 50 have a lot of influence, are extremely knowledgeable, and are connected to tens of thousands of people in their various networks.

If you didn’t make the list, you can tell yourself you were #51, or just try harder next year.

This year’s list was compiled by Haydn Shaughnessy using a “Pull Report” from PeekAnalytics.com.

There are also some basic criteria for involvement – experts must be creating their own content, and it has to be about social media. See more on the criteria here.

On the scoring, Peek Analytics gives people a score called Pull. If an individual has a Pull of 10x, that means that the audience the individual can reach is at least ten times greater than what the average social media user can reach.

Sounds pretty straightforward: if you’re a rockstar, you’ll be on the list.

Except it’s missing several notable names.

Jason Falls Jay Baer Chris Baggott 300x199 Is the Forbes Top 50 Social Media List Flawed?

Seriously, these guys didn’t make the list? Jason Falls (l), Jay Baer, Chris Baggott (standing)

According to Judith Gotwald on Social Media Today (25 Social Media Influencers Forbes Ignored (And Why)), the Forbes list has snubbed a lot of pretty influential people, including several who were on last year’s list: Jay Baer, Jason Falls, Gini Dietrich, Charlene Li, Brian Solis, C.C. Chapman (Forbes did include his Content Rules co-author, Ann Handley), and even Mitch Joel.

Of course, Forbes does include some of the names you would expect: Mari Smith, Chris Brogan (but not his Trust Agents co-author Julien Smith), Liz Strauss, Jeff Bullas, Scott Stratten, and Dan Schawbel (disclosure: I write for Dan’s Personal Branding blog).

So what’s up? What happened to the names you would normally expect to see? Did Shaughnessy forget them? Did the non-Forbes people drop off on their Pull? Was PeekAnalytics having a bad day?

Admittedly, many names on both lists are names you expect to see year after year on a Top 50 or Top 100 list, but many of these missing names are glaring in their omission.

I’d like to see some better explanations for the list, and who did and didn’t make it, and why/how. I’d love to hear some of that “inside baseball” talk to explain how he went about determining who to measure, and who not to. How did he come up with the names to check? Is Pull based entirely on followers and reach, or is more like Klout, which could give a person with a very small following a high score because they the followers interact frequently? Or did Shaughnessy want to give some new people a shot at being on the Forbes Top 50? That’s admirable if it’s true, but then the list isn’t accurate or reflective.

It’s not that I’m suspicious of Forbes’ list, or will reject it out of hand, like it’s some partisan wing-nut website. It’s just that the exclusion of several noted social media experts is, well, eyebrow-raising, to say the least.

At the very least, Forbes’ list will be seen as problematic, which can be fixed with some basic explanations. At the worst, it’s a flawed list that is seriously lacking in its execution. I can’t wait to see what happens next.

Filed Under: Marketing, News, Personal Branding, Public Relations, Social Media, Social Media Experts Tagged With: , , , , , , ,

24 Quotes to Inspire Any Marketer, Plus One of Mine

April 22, 2013 By

Have you ever had your name mentioned in a sentence with someone you admire? Like you’re being compared to them, or included with them? And not, “Is Erik Deckers older than Jason Falls?”

It happens occasionally for me, where someone includes me in a list of people I’ve only read about, and who wouldn’t know me from Adam. Every time it does, I want to say, “Wait, I think you made a mistake.” It’s terribly exciting and a real honor. It’s also something I struggle to accept.

People from Indiana are taught to be humble, and to not brag. (We’re America’s Canada.) We don’t take compliments very well, because we’re supposed to be humble and not appear boastful.

So when someone includes my name or mentions something I’ve done/said in a list of people I’ve looked up to, quoted, and read regularly, part of my brain ducks its head, says “aw, shucks,” and kicks at the ground. And another part squeals like a 12-year-old girl meeting Justin Bieber.

It happened yesterday after someone pointed me to a slide deck of “25 Quotes to Inspire Any Marketer” from ezanga.com. It included quotes from Dan & Chip Heath (Made to Stick), Seth Godin (Purple Cow, Tribes, and Linchpin), John Jantsch (Duct Tape Marketing), David Meerman Scott (Real-Time Marketing & PR), and David freaking Ogilvy.

And me.

The line is from Branding Yourself, a book that Kyle Lacy and I wrote in 2010, and finished a second edition in 2012. I can’t remember who we learned it from (we cited him in the book), but it was used to illustrate the idea that, just like people have emotional reactions to their most-loved and most-hated brands, people have the same reaction to us.

I thought, “this must be a mistake. Or it’s one of those ‘Daily Paper.li’ pages where 87 different people get included and tweeted.” But then I looked and saw that it was neither of those things. It really was something I said, and it was good enough to be included in a list with the Johnson Brothers, Seth Godin, David Meerman Scott, and David freaking Ogilvy.

People think it’s odd that the personal branding guy has difficulty in accepting compliments or stating simple facts like, “I wrote a book,” especially when he wrote a book that told people “get over yourself.” But I do. I get red in the face when I get complimented. I still don’t like telling people, “I wrote a couple books,” because it seems like bragging. And I still feel like a fake when someone asks me to sign their book.

I have to fight that urge to not say anything about what I’ve done and, you know, actually do the things I tell other people to do.

So, here it goes:

“I had a quote about marketing included in a slide deck and blog post that included a lot of really smart people.”

You have no idea how hard that just was.

Filed Under: Books, Branding Yourself, Marketing, Personal Branding, Social Media, Social Media Marketing Tagged With: , , , , , , ,

Mobile Phones Are Dying!

March 21, 2013 By
Technology Adoption Lifecycle bell curve

Yesterday’s blog post on LinkedIn by Martin Varsavsky, CEO of Fon, says that mobile phones are killing the laptop, and people will eventually quit using them simply because of the rise of mobile-only apps like Foursquare and Instagram. Also, laptops are $1,000 – $2,000, and smartphones are nearly free, and therefore people would rather buy phones than laptops.

Muh-huh.

Varsavsky’s reasoning reminds me of the old philosophy joke, “All men are mortal. Socrates is a man. Therefore, all men are Socrates.”

So people will no longer buy laptops to write blog posts, create spreadsheets, create websites, design magazine ads and logos? They’ll just whip out their handy-dandy iPhone and everything will be just as powerful and fast as a laptop?

Technology Adoption Lifecycle 300x119 Mobile Phones Are Dying!

The Technology Adoption Lifecycle shows the number of people who will adopt new technology, like smartphones and tablets

I don’t know what kinds of phones Varsavsky is using, but until I can use mine to tell my transporter chief to beam me aboard, there is absolutely no way a mobile phone is going to replace the laptop.

Besides, haven’t you heard, mobile phones are dying. At least, the technology experts are predicting that tablets like the iPad will outsell mobile phones in 2013.

Clearly — clearly! — this spells the mobile phone’s demise, right? Because with a tablet, I have a bigger screen than a phone. I can play games, watch Netflix without straining my eyes, and they’re faster and more robust, which means they’re better, right?

At least that’s what Varsavsky’s logic means, right? That our ringtones are slowly changing to death rattles?

If we follow his reasoning, the only reason tablets are outselling mobile phones is because the phone eco-system is dying.

And it has absolutely nothing to do with the fact that everyone already owns a mobile phone and that sales plateaued, but tablets are still new enough that people are constantly buying them. Also, Varsavsky is hoping you won’t realize that many people already own laptops, which is why their sales have plateaued, while smartphones are just reaching the Late Majority adoption phase of technology, and people are still buying them.

While the sky may be falling in Varsavsky’s world, the millions of us who use laptops and desktop computers to actually produce the things the mobile phone users consume will continue on our way, doing the actual work on computers big enough and powerful enough to create it.

To say one technology is dying just because another starts to outsell it does not mean the death of that first technology. That’s like saying the 2nd place Indy 500 finisher is a failure. Specious arguments like that — as well as the one about mobile phones replacing laptops — deserve to be laughed at.

Photo credit: Wikipedia, Creative Commons

Filed Under: Disruption, Marketing, Opinion Tagged With: , , , , , ,

Free Tickets to Revenue North Indianapolis, March 21, 2013

March 18, 2013 By

Revenue North Indianapolis is a one-day conference for small business owners, entrepreneurs, and job seekers. It’s filled with breakout groups, each with 12 speakers per block. We’re covering the gamut, from search engine optimization to finance to social media marketing to pitching investors to networking.

The event is Thursday, March 21 at the Wyndham Indianapolis West Hotel, 2544 Executive Dr., Indianapolis, IN 46241, from 8 am to 5 pm.

Free Tickets to Revenue North Indianapolis, March 21, 2013

“And the doctor said, ‘that was no duck, that was my wife!’”

I’m speaking at 8:00 am in Fortune Square D and again at 9:15 am in Golden Ballroom 7 on 10 Personal Branding Secrets for Professional Success.

My talk will go beyond the “you have to be on LinkedIn,” Personal Branding 101. . .stuff you see at these kinds of events. It will be 201 and 301-level material. (Basically, if you’re reading this, you already know why you have to be on LinkedIn and Twitter, because that’s probably what brought you to this page.)

If you own a business, you need to be here. If you do sales and marketing — especially Internet marketing, you need to be here. If you’re looking for a job or a chance to network, you need to be here.

The price is normally $99, but if you use my special code — A28LG7 — you can get in for free. My goal is to bring in at least 2% of the attendees, although I don’t get anything for it. Just a warm, happy feeling all over.

Check out the Revenue North Indianapolis schedule here.

You can register for Revenue North Indianapolis here.

Filed Under: Networking, Personal Branding, Public Speaking, Social Media Tagged With: , , ,
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