strategic planning Category

Build to Last

If my master plan has worked you have read my blogs which have helped you see the importance of social media for your business.  So now that you have set up your preferred profiles and channels for social media marketing (SMM) it’s time for you to acquire followers. Having a strong fan base is the key to SMM success. Here are some tips to help you build your community:

Right under your nose – The first place to look for social media followers is your client list.  Current or past clients are the ideal audience to build a foundation for your fan base because they (hopefully) have a good relationship with your company and will have no problems letting people in their network know how much they enjoy working with you.

If WE build it – We’ve all heard the saying ‘If you build it, they will come.”  Unfortunately it isn’t that easy with social media.  Including your audience in decisions and encouraging them to voice their opinions will make them root for you much harder. When WE build it instead of YOU not only will people come they will tell their friends about it.

Make it worth their while – The more brands realize the importance of social media, the more saturated social networking sites are becoming.  People have the option to follow hundreds upon hundreds of their favorite brands. In order to stand out you’ll need something exclusive to offer your followers. Whether it is exclusive information or special offers/discounts, show your online community you appreciate them.

Follow the leader – A great way to build a following is to tap into a community that already exists by building a relationship with its leaders. Look for popular bloggers in your field, follow them and engage in online conversations.  Their networks will soon notice your back and forth and their curiosity will most likely get you a few new followers.

Make friends, not enemies – Definitely  try different tactics for gaining new followers to see what works and what doesn’t however, there is one method that has proven to be a social networking no-no.  Do not bombard your followers’ networks with unsolicited messages/request to follow you.  Most social networking sites have strict rules on this practice; mainly it’s spam. Spamming is counterproductive to building your network since your account will most likely be suspended.

Taking these tips into consideration, your follower count should go up in no time.  Remember to provide valuable information and engage with your new found friends. Staying an active member of your own online community is just as important as seeing the numbers rise.

Blog Traffic Down? Time to Roll Out Tumblr

Almost every single brand, business and freelancer I can think of has a blog. Blogs have always been the one aspect of social media that seem to click with people. They’re a great way to establish your expertise in a field, add a human aspect to a brand, and give life to a website that otherwise wouldn’t be updated too frequently. The popularity of blogging has caused the blogosphere to become quite saturated often times making it harder for blogs to gain new visibility.  Enter Tumblr, social media’s new rising star.

Tumblr is a microblogging site that has been gaining popularity thanks to its super simple interface that allows users to post and more importantly share posts of interest easily.   Many media outlets  have started to use Tumblr as a tool to gain visibility and new traffic to their sites and blogs. Newsweek pioneered the way with many others such as NPR, Huffington Post, & the Economist jumping on the Tumblr band wagon. These companies have all been using the site to post condensed content that redirects readers to their main blogs and/or websites. This has helped them attract a newer audience almost daily.

If your blog or website views are coming to a lull you may want to look into signing up. Keep in mind as great as Tumblr is, it isn’t for everyone. Organizations that cater to mass audiences versus B2B may find more benefits to Tumblr. If you do decide to give Tumblr a whirl here are a few tips:

  • Your Tumblr posts should be related to the content on your main site but not as intense.
  • Try following Tumblr pages with similar content as yours.
  • The more people you interact with on Tumblr the more people will interact with you (ensuring higher visibility to your brand and message.)

Following these simple guidelines and maybe Tumblr can have the blog views rolling in.

What Daley Teaches Us About Leadership

Last night, at the Economic Club of Chicago’s 333rd Dinner Meeting, I was lucky enough to hear our dearest Mayor, Richard M. Daley, give one of his final speeches as Mayor. In his hallmark frankness and simple tone, he spoke about the progress Chicago has made over the last 20 years and what the future has in store. This was punctuated by a candid, and at times, tongue-in-cheek Q&A session where among other things, the Mayor warned that he’ll be driving a car now for the 1st time in 20 years.

The Mayor has done a lot for Chicago, but one thing in particular resonated strongly. He dedicated himself to create an environment where people and business can flourish. What that means is that it is not any one person’s responsibility, much less the government’s, to create prosperity, new jobs, and a great society. It means that when the fundamental ingredients are in place, in a city’s case – good education, business-friendly policies, safety and beauty, the city, its people, businesses, and communities will flourish on their own.

Now I love this philosophy for two reasons. Reason number #1 – it’s a fundamental principle of life. Case in point, human beings have evolved and prospered on this planet because over the course of billions of years, the chemical and physical environment on Earth has been one that has facilitated and allowed our existence and subsequent evolution. On a smaller scale, the same is the case with mold. When it appears on your bread, it’s because there exists a perfect confluence of factors for it to grow. Reason number #2 – it doesn’t rob the individual of self-responsibility. When you consider that the role of organizations is only to create an environment for good things to happen, it doesn’t mean that a person in that environment still doesn’t have to actually do things! On the contrary it provides the perfect stage for said individual to shine [and an inexcusable one for them to fail, or worse, complain].

So now, let me bring it down to business and strategy – my passion and our business. As an executive or leader this makes your job much clearer. It should not be your work to direct your employees to save the company money. Your hours should not be consumed with drawn out phone calls and conversations convincing prospects and contacts on why you can work with them. You should not stay up all night thinking about how you’ll achieve next quarter’s goals.

What you need to do is simple – create the foundation for your organization to thrive. Create a culture that empowers and rewards your employees to be conscious contributors to the organization’s financial and strategic goals. Create a brand and message that attracts the customers and partners you want to work with. Implement and follow a strategic plan that maps out your efforts for the year leaving you to focus on new relationships and powerful new ideas.

Leaders are people and people are flawed. The greatest leader Chicago has ever had is a great example. He however overcame himself to enable Chicago to become a global city; one with a reputation for good business, strong communities and getting things done. As a leader you have the power to do the same. By putting the right practices and tools in place you will create a fertile environment and your organization, like Chicago, will become much greater than the sum of the people, philosophy and services that comprise it.