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Delegate…and relax

February 10, 2011 by patty

by Patty Azzarello

cooltext466496263_leadership
delegate-relax

How well do you delegate?

Most people inherently know that they should delegate more, and delegate better, but one big obstacle keeps them from doing it…

It will be better if I do it myself.

Who’s at fault?

It it doesn’t come out right, the uncomfortable question this raises is – did this person fail to do a good job because:

1. They are not good enough at the job or
2. I am not good enough at delegating?

You don’t need to get comfortable with worry!

The real secret of successful delegating is not to learn how to deal with the emotional discomfort of letting go, and learning to live with being worried about the outcome, or accepting bad outcomes…

It’s about preventing reasons to worry

Your job is to delegate, let go, NOT micromanage… AND create structure, support and processes so you ensure that it is going to get done right.
You don’t deal with the worrying, you ensure it’s not necessary.

Ways to build comfort and insurance into the project

(without micro-managing)

1. Let the person create the timeline, define the deliverables and how you will measure them.  The encouragement and trust goes a long way, and you either get the pleasant surprise of a better plan than you would have come up with, or you get an early warning that this person needs more support.

2. Tighten the Outcomes.  If you are concerned that the person is not capable enough to run with the project, Instead of a 6 month outcome, discuss outcomes that occur every two weeks.

3. Focus on the outcome, not the activity. No two humans will do a task exactly the same way.  If they deliver the outcome, it shouldn’t matter how they do it.  Let them worry about how and what.  You worry about WHY, and what needs to be true when it is done.

4. Create an actual process and tracking system for long term or repetitive tasks – a software development lifecycle with checkpoints is a good example.  But why not define a project lifecycle with checkpoints for a quarterly analyst presentation, a press release, or a marketing campaign?

5. Third party reviews. Get yourself out of the position of always being the one to judge whether a deliverable is good enough or not.  Get the actual consumers of the deliverable to review and provide feedback.  Your employees will learn far more this way.

6. Don’t forget to inspect and measure things along the way.  If you set up a timeline with review steps along the way, you must follow up.  A great deal of your comfort comes from the fact that people take you seriously and actually do the committed work.  A long time mentor of mine always put it “You get what you INspect, not what you EXpect”.

7. Teach. When you are delegating things you are personally good at, always think of delegating as a teaching opportunity. If you need to sometimes jump down and do the work yourself, make sure someone is watching and learning.

Bottom line…

You need to delegate effectively if you want to get anything significant done, get anywhere in your career, and save yourself from an un-doable workload.

If you are either doing the work yourself, or worried about the work not getting done, you need to change your strategy.

You can delegate and feel comfortable that the work is getting done as long as you do the higher level work of setting up the systems, processes and measures that ensure the right things are happening along the way.

What has worked for you?

Please share your ideas about how you got better (and more comfortable) with delegating. Let’s discuss in the comment box below!
—–
Patty Azzarello is an executive, author, speaker and CEO-advior. She works with executives where leadership and business challenges meet. Patty has held leadership roles in General Management, Marketing, Software Product Development and Sales, and has been successful in running large and small businesses. She writes at Patty Azzarello’s Business Leadership Blog. You’ll find her on Twitter as @PattyAzzarello

Filed Under: management, Successful Blog Tagged With: bc, delegating, LinkedIn, Patty Azzarello, time-management

21 Tweeters and What’s Wrong with Viral Marketing

February 8, 2011 by Liz

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Last week, I was invited to speak at an interdepartmental off-site. People from product, IT, marketing, sales, research, design, and PR were involved. The SVP who designed the event set up the room in teams in which one person from each department was represented. She arranged the day to be filled with interactive information and conversation so that ideas could grow.

The week before the event, I’d had lunch with that SVP to talk about what her goals were for my presentation. She talked about how rumors spread and how people connect. She also used the word “viral” in the proposed title of my talk. I asked if she minded if we edited that word out.

Communicating the nature of viral marketing, was going to be an important goal of my day.

What Is Viral Marketing?

The morning of the off-site I checked into Twitter before I left and thought, Here’s an opportunity to bring social media in action and authority other than my own into the room.

So, I tweeted this question.

onsitetweet

I favorited the responses, pulled them up in my @mentions list, took two screen shots, and made a two-page handout to share. The folks who responded are people I follow on Twitter and after you read what they said I’m betting you’ll want to follow them too, so I’m including links to their Twitter accounts. Top down the tweets are in the order I received them. [Thank you all for making my quest easier, faster, and more meaningful for me and the folks I’d soon be talking to.]

  1. @michaelport I’d say if I knew the “secret” I wouldn’t be here today.
  2. @steveplunkett “being in the right place at the right time, with the right thought” or “controlled manipulation of people online”
  3. @shivya You can’t call it viral until it is viral. The secret is engaging, entertaining, informational, sharable content.
  4. @egculbertson be authentic, be humble, be relevant to your audience, and be funny or approachable. then, hope for a stroke of good luck.
  5. @ElysiaBrooker in the (paraphrased) words of
    @unmarketing : MAKE AWESOME CONTENT and the rest will happen naturally.
  6. @RobPene a video of cute cats dancing to Snoop Dog lol 🙂
  7. @jenniferwindrum I would tell them the only thing that could potentially “go viral” is their stupidity. No secret there. 🙂
  8. @tbains That there’s no way to predict or manipulate what goes viral. Instead, focus on quality first. Lame but true
  9. @chris_c_lucas Do cool sh*t and do it consistently. Then let other people talk about it. It’s simple 🙂
  10. @TheStudioNH Viral marketing makes me get an anti-buy-otic.
  11. @_Signalfire_ like a virus spreading, the right conditions must exist with the right host. It’s all up to the community it’s introduced into.
  12. @DeniseWBarreto Be authentic and have a real desire to better the lives of your target otherwise clever, cool but false intentions #fail
  13. @EOC_jmello Viral Marketing does not actually exist. It’s about having the right content, right audience, at the right time.
    It goes along with agencies that tell clients they can make something go viral. BS! Sometimes luck plays into it too.
  14. @katyboog123 humour is a good one, also shock value.
  15. @minormusic Viral mktg is not a substitute for quality face time w influential ppl in your market. Ur reputation still proceeds u.
  16. @mikecassidyAZ enlighten, enrage, engross, or make ’em smile.
  17. @scotmckee Secret to viral is remembering that the crowd decides what goes viral – not you. 🙂
  18. @DavidFord83 Absolutely true! RT @MinorMusic: @lizstrauss Viral mktg is not a substitute for quality face time w influential ppl in your market.
  19. @AWomansWork Forget viral & think what’s relevant & interesting to your audience. That, or leprechauns.
  20. @TourismCurrents Yesterday we tweeted that the term “viral campaign” needs to be taken out and shot. No change in our position. 🙂
  21. @jason_baker Is it just me or is “creating viral campaigns” in a job description a bit off?! 😉

The problem with viral marketing is that it focuses on the product and the message and not the people we want to share that message. If we want people to listen, engage, and share what we’re doing, we have to make it about them.

What invitation, reminder, or question might you offer to help us all stay focused more on the people and less on the message?

–ME “Liz” Strauss
Work with Liz on your business!!

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Filed Under: Marketing /Sales / Social Media, Successful Blog Tagged With: bc, LinkedIn, loyalty, management, viral marketing

Groupon Super Bowl Ad: When Being Clever Offends and How to Win One for Tibet

February 7, 2011 by Liz

Clever Only Works When Trust Is Around

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It must be a hugely stressful and exciting opportunity to find your startup with a slot for a commercial at the Super Bowl. Who wouldn’t want to make a fabulous debut? Can you imagine the meetings that must have been to plan that Groupon ad? Bet it was fun exciting and filled with clever ideas … all meant to go for the win!

By now you’ve heard of or seen the unfortunate Groupon Super Bowl ad that came from the meetings I just described:

Given the human rights crisis in Tibet, it’s not hard to see the response wouldn’t be good. To say it offended people is less than what happened. From Twitter to China, from CNN to Forbes to their own hometown Chicago Tribune the reaction wasn’t good.

CNN International: Super Bowl ad featuring Tibet triggers angry reaction in China
Forbes: Groupon’s 2-For-1 Super Bowl Special: Offend Both China And Tibet Activists
Digital Trends: Groupon’s Tibet Super Bowl ad offends everyone
Deal Book: Did Groupon Cross the Line in Super Bowl Ad Debut?
Chicago Tribune: Groupon Tibet Super Bowl TV ad discounts taste, sensitivity

Clever isn’t clever when it offends.

The problem with clever ideas is that they are a social thing. Clever only works where trust already exists. Clever is risky because it gets us looking at ourselves not the people we’re talking to. Clever backfires completely in a venue or a community where people don’t know us yet. Groupon found out what happens when we try clever without a firm foundation of trust in the mix.

Now, Groupon has problem. What would you do?

Reframing the Problem

The way you frame a problem is what keeps it a problem. This problem can so easily be a huge opportunity. Groupon has been in the social business world long enough to see the outstanding examples of companies who tried to apologize without apologizing and those who have owned their mistakes and won back the trust of the their core fan group instantly.

Here are five well known social media apologies …
Dell’s 23 Confessions
A Commitment On Edelman and Wal-Mart
JetBlue Launches Cross-Media Apology Campaign
Turner Broadcasting Apology Letter
Motrin

Those that worked were those that resonated started from a place of trust and rebuilding trust relationships. If you find yourself where Groupon is, start with these two tenets of connecting in honesty.

  1. Step away from the the clever and open up. Send out an actual human being to talk with your customers. They’re your heroes.
  2. Lead with trust. Trust the human being you send, trust your customers, and give people every reason to trust you. Trust is the currency of relationships.

With that mindset, a clear plan of action toward apologizing early and often is the only way to answer the hugely negative response to their ads.

The Action Plan

What would I advise the Groupon team to do? Realize that the relationships they’ve built have been based on price, not loyalty. Understand that the breach was something like

“If you could make fun of something as serious as that, would also make fun of anything, everything, that’s important to me?”

Here’s an action plan to begin a new kind of relationship and to rebuild what’s been lost by the ad.

  • Read enough to understand why people responded as they did to the ad. Read long enough and deep enough to see the disconnect. A wise, open-mind doesn’t have to read long to see what went wrong.
  • Say thank you to folks who raised the complaints.
  • Admit the mistake and apologize. A true apology includes …
    • a statement of regret …
      I’m sorry.
    • ownership of the act and responsibility for the outcome …
      I behaved badly … It was my fault this happened.
    • acknowledgment of hurt or damage …
      It made you feel small … It broke your trust … It lost you business.
    • a promise for better behavior in the future …
      It won’t happen again.
    • a request or statement of hope for forgiveness or renewed trust …
      I hope you can believe in me.
    • Then go back and read everything — every tweet, post, conversation about it. Talk to everyone you can about it. Become an expert on knowing every blog and blogger, every tweet and tweeter. Respond with appropriate personal apologies to as many as you can.

    Have a beginner’s mind. Listen. Listen. Listen. Say thank you again.
    Then don’t tell folks you’ve changed. Show them.

    How to Recover

    Groupon has a site for donating to the Tibet Fund. Finding out about it now, is too little too late. The ad might have led with that, but it didn’t. Here’s how Groupon might recover by using that site and enlisting from the folks who still want to believe in them.

  • Ask for help. Have a Groupon reverse offer. Offer to pay $500 budget to the first 100 customers who want to make a video version of a new ad. Make the Groupon offer that they get paid. Participate with time. Don’t just throw money at them.
  • Add a page to the Save the Money site to feature the videos they make and allow the audience to cast votes on for the video they think would have made the best Super Bowl Ad for Tibet that might have been. (Limit votes to 1 per email address.)
  • Put the top 10 winners on the Groupon site and donate $1000 to the Tibet fund in the name of each winner – a total of $10,000.

A company admits the error and shows they mean it with everyone watching could make difference in a huge way. Here’s a chance to turn critics into heroes and to use the momentum to make something truly good happen.

Groupon has a huge opportunity to bring visibility and real action to the crisis in Tibet.

This could be a win for the world, if Groupon wants to make it that.

Got more ideas for how Groupon might recover from this?

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the Insider’s Guide to Online Conversation.

I’m a proud affiliate of

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Filed Under: Community, Marketing /Sales / Social Media, Successful Blog Tagged With: bc, Groupon, LinkedIn, Super Bowl Ad, Tibet

Negotiations: 3 Steps to a “YES” and a Great Relationship

February 4, 2011 by Guest Author

A Guest Post by
Zelko Kecman

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We’ve all heard this when buying a car – “let me check with the manager and see what I can do for you”. The interesting thing for me is this also happens a lot in business and almost the same type of conversations. Someone almost always has to go away and ask for approval either on price or a clause in a contract.

Here are some simple principles that have worked for me over the years that will get you to a mutual Yes and more importantly won’t harm your relationship for future business. Lastly this is a very high level view as what I’ve outlined is generic for both business or personal. There are some additional considerations when dealing with very large organizations and large values.

I see negotiations in 3 phases, Preparation, Discussions and Done Deal. The more time you spend on step 1, the less time you’ll spend in 2 and you will be more likely to get to a good deal.

1) Preparation (aka Do your homework)

– #1 item is listing specifically what is most important to you. What is absolutely not negotiable and what is and how far. WRITE it down and be specific with the details.
– Leverage your network of friends and colleagues (that’s what Facebook and LinkedIn are for)
– Google, Bing, your own internal databases: look for other similar cases, going prices, reviews, what are you worth, how the company is doing, etc
– What role does the person you are going to be talk with have? Think of this, someone in procurement is measured by how much they get from the other side financially in most cases. Also is it month/qtr/year end?

2) Discussions

First of all, before you even get into the hard discussions and start throwing contracts or wants around, try to understand who you are dealing with. If you meet someone who is good at what they do, it almost always starts with seemingly harmless questions and discussion. The reason for this is to get a better sense on who that person is or what is important to them. Also, have faith the other person is being honest, but do not trust. I know this sounds harsh, but being naive will not serve you well.

Here’s a simple checklist during the discussions:
– Keep a cool head all the time, be friendly and keep emotion out of it.
– Be open to heated debate. Just don’t make it personal, keep it factual.
– For each item being discussed, clarify your intent. I can’t stress this one enough. Especially in legal terms, legal is not as black and white as people believe.
– Take notes on actions and decisions and owners of each
– Don’t commit to something unless you are 100% sure. Take it away to verify. Again, with the car, “so if I were to drop $xxx off you would buy the car?” – you’re response should be “let’s take a look at the whole deal and decide then”
– At the end review all the actions and decisions

At this point, you’re either getting closure on the deal or steps 1 and 2 will need to be done a few more times as people take away action items or revisions. Remember this is negotiations and you should be able to give on items (look at your list you wrote down in #1 and push on others you want. Also, it is very important to know that if you truly have 1 item left that there is no mutually agreeable way forward you should be able to step away from the situation and wish the other person well. If you can not you better be ready to give on that item then.

3) Done Deal

Great job, both you and the other person have come to an agreement. Neither side should walk away from the situation feeling like they got taken advantage of, if it does happen, it’s almost guaranteed you’ll never to business again. Close the conversation like it started with a friendly conversation and a follow up once you’ve completed the transaction. You never know when you will be back at the table and having a supporter of you will be important.

Lastly, getting to a point where you are comfortable with negotiations is not something you get from a course or book alone. It really is something that you need to do regularly. It can be with simple negotiations with your kids, spouse, stores, banks, anyone, you just have to be conscious that you are practicing your skills or in participating with others who are seasoned at it.

There are hundreds of resources out there for learning negotiations, however one of the best that I have seen as a starting point is “Getting To Yes” .

I love debate, discussion and comments so please feel free to let me know what you think.

—–
This blog post began as a Twitter conversation with Zelko Kecman – @zelkoCA – You can find out more about him through his linked in profile.

–ME “Liz” Strauss
Work with Liz on your business!!

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Filed Under: Business Life, Successful Blog Tagged With: bc, LinkedIn, negotiations, relationships, Zelko Kecman

SpyFu: The Secret Weapon of the Savvy Internet Marketer

February 3, 2011 by Guest Author

A Guest Post by Lior Levin

spyfu-logo1

Like most people new to Internet marketing, when I first started out, I made the mistake of believing that the Google keyword tool was the only accurate source of information and whatever Google’s tools said had to be treated as gospel. Boy, was I wrong! Not only are there plenty of other tools out there, they are actually a lot more accurate with their numbers because they are impartial.

Google’s goal is to make money, which they do from advertisers, so they care little about Internet marketers trying to make a living and their tools tend to reflect this bias. However, I’m here to tell you about a secret weapon no Internet marketer worth his salt should be without and that is SpyFu.com.

Competitive Data and Keyword Research

successful-blog-spyfu-screen-shot

SpyFu is a comprehensive, online keyword research tool that also offers SEO and PPC tools to allow you to spy on your competition. This online tool will allow to uncover vast amounts of data on your competition, including their daily PPC budget, their keywords, bid prices, how many clicks they get per day and much more. All you have to do is enter the domain name of the site you want to analyze and you are then presented with a plethora of information.

SpyFu allows you to also view the top organic rankings, the best performing ads and the SEO rankings for any of your competitors. It also features a list of the Top 100 Adsense keywords in terms of CPC.

You can also work backwards, by analyzing a specific keyword. You will be offered such information as the number of advertisers bidding on that particular keyword, the price range being paid per click and even the ads and links to the landing pages of the advertisers in question.

The Good, the Bad and the Ugly

One of the things I like most about SpyFu is that the information they provide is straightforward, with no secret formulas. You can see the complete history of a keyword, from how often a certain domain used a keyword in their campaign, to the highest and lowest CPC. It also allows provides information on when the ad copy was changed, which I find extremely useful. If I’m targeting a similar keyword, then I can always analyze the ad copy to see which approach delivered the best results.

The competitive data SpyFu provides is invaluable and I use it for almost every project I work on. After all, to beat the competition you have to know the competition and you would be surprised how much facts and figures can reveal about a competitors marketing strategy. I also save a lot of time by analyzing my competitor’s landing pages and ad copy. For example, if a certain ad has been in use for a while and hasn’t been changed, you can be sure that it is performing well. You can then use the ad copy in question as inspiration when crafting your own PPC ads.

However, SpyFu does have its limitations and I have found it to be somewhat inaccurate when it comes to the daily PPC budget of a competitor. While this information might not be important to you if you don’t do PPC, it is critical to any PPC-based campaign. After all, the budget you set plays a critical role in the ranking of your ad.

Despite its few limitations, I still find SpyFu to be one of the most effective market research tools available online. It certainly delivers much more realistic figures in terms of CPC, search volume and number of advertisers, offering a more accurate overview of a certain market or niche.

—–
This outstanding review was written by Lior Levin who is a consultant to 123 neon signs, and also works with an online task management startup.
You can find Lior on Twitter as Liors

Thank you, Lior. You’re welcome back here anytime.

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the Insider’s Guide to Online Conversation.

I’m a proud affiliate of

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Filed Under: Marketing /Sales / Social Media, Successful Blog, Tools Tagged With: bc, LinkedIn, Lior Levin, Spyfu

Do You Blog Just Enough To Hate It?

February 2, 2011 by Guest Author

cooltext455576688_blogging

By Terez Howard

Someone once said, “Do you do it just enough to hate it?”

I recently thought about that question in reference to cooking. I try to cook healthy meals for my family. But if I cook too often or cook too many courses that take too much time, I don’t want to cook at all. I hate it. If I never cook (like when my kitchen was remodeled for a month), then I get used to not cooking and hate the idea of restarting.

Then there’s blogging. Do you blog just enough to hate it? Are you writing so much, so frequently that you dread the next time you have to concoct some witty, informative post? Or, do you write so rarely that you cannot produce anything worth reading?

Strike a balance

When you blog, you first have to have a clear objective in mind. What is your purpose?

Reasons for blogging include:

  • Showing yourself to be an authority in your niche, thus directing potential customers to your business
  • Helping people by explaining what you have learned in your niche
  • Sharing personal experiences for the fun of it
  • All of the above

Next, you have to take an honest look at your schedule.How much time per day or per week can you realistically devote to blogging?

You can devote:

  • One to two hours per week
  • One to two hours per day
  • One hour every other day
  • You get the idea!

Third, figure out how long it takes for you to create a high quality blog post. Some can whip up a post in a half hour, while it takes others a few hours to do the research, make links and write well.

Don’t forget about promotion

Too often, bloggers hear the saying, “Content is king.” And while beneficial content is a key ingredient to a great blog, promotion should be queen. It takes time to promote your blog.

Ways to promote your blog include:

  • Guest posting. Write for blogs related to your niche, so readers will naturally be drawn to read more at your own blog.
  • Blog commenting. Blogs you choose to comment on should be related to your niche, but even more importantly, should interest you. If you don’t care about the topic, then your comment will reflect your attitude.
  • Social media. Twitter, Facebook, LinkedIn and Youtube are other avenues that can direct people back to your blog.
  • E-mail marketing and newsletters. Build a list of devoted followers to inform of the newest developments on your blog and with your business.
  • Free reports. Who doesn’t love freebies? Your audience will eat these up, especially when you tailor them to truly benefit your readers.
  • SEO and LSI. When you write your blog posts, good content is definitely on top. But you should consider SEO and LSI to direct search engine results to your pertinent posts.

All of this promotion takes time. So, you have to decide what you’re going to do and how long this is going to take you.

Planning makes perfect

If you plan what you’re going to do, how much time you will take and follow your plan, you will see results. It might take longer for some that do not have much time to devote than others. But it WILL pay off. You can blog just enough to love it.

How do blog just enough to love it?

—
Terez Howard operates TheWriteBloggers, a professional blogging service which builds clients’ authority status and net visibility. She has written informative pieces for newspapers, online magazines and blogs, both big and small. She regularly blogs at Freelance Writing Mamas. You’ll find her on Twitter @thewriteblogger.

Thanks, Terez!

–ME “Liz” Strauss
Work with Liz on your business!!

Filed Under: Successful Blog, Writing Tagged With: blogging, LinkedIn, Terez Howard

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