Successful Blog

7 Ways to Be Sticky with Millennials

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A Guest Post by Patricia Martin

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Let’s be honest. There’s so much information out there about marketing to Millennials that it can get confusing. That’s why I leapt at the chance to undertake a research project for Steppenwolf Theatre Company, based locally here in Chicago. For those of you who might not know them, Steppenwolf’s founders include Gary Sinise, John Malkovich, Laurie Metcalf and Joan Allen. They asked me to interview CMO’s of world-class brands to find out what they were doing to woo Millennials. To my surprise, each and every executive I spoke to, from Google to Red Bull, eagerly shared their secrets.

The wisdom they shared comes from several years of experimentation and leans heavily state-of-the-art social media strategies. Results? Wrap your mind around this: Ford Fiesta’s blogging agents campaign earned it an unprecedented 64 percent brand awareness among the target prior to the vehicle launch. That’s without spending a dime on traditional advertising.

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The following 7 tips for making your brand irresistible with Millennials, or “sticky”, are taken from the FREE eBook that I wrote with Steppenwolf. The book distills the lessons these brands have learned…and now share with you.

#1: Surprise and delight

Overall, young people prefer to discover new things, rather than being “told” what’s interesting. Spontaneity is pleasurable.

Suggestion: Invite them on the spur of the moment to be your guest, or give them a token of appreciation out of the blue for engaging with your brand.

#2: Create a feedback loop

Young cultural consumers crave meaningful interactions. Attractive brands invite dialogue, and then show they are listening by being responsive. Twitter, Facebook, and comment replies facilitate this.

Suggestion: If you ask for their input, make sure there is some kind of feedback loop. Post results of surveys, email or direct tweet a follow-up “thank you” or otherwise credit their contributions. Failing to recognize a contribution from a Millennial feels like unrequited love.

#3: Invite people to share

Teams and tribes, friends and family groupings—Millennials like to team up. Host contests that require them to create content or collaborate in some way. Offer tools or apps to self-organize. Facebook is a self-organizing platform.

Suggestion: Seed group events. Offer discounts or special status to mavens to share with their inner circle.

#4: Justify the purchase

Price is a consideration for this age group. They will spend, but the product alone may not be enough. It’s not just about offering a discount, but providing a value-related benefit.

Suggestion: Offer a discount, special premium, sneak-peek experience. Incent, invite, hug them with a free fan T-shirt.

#5: Embrace the remix culture

Well educated and living in a post-modern culture, little is new for them. Fusing genres, technologies, and art forms not only lends an element of surprise, it also energizes the experience with the spirit of experimentation.

Suggestion: Don’t be afraid to switch gender roles, create hybrids, and involve cross-disciplinary collaborations to borrow vintage icons and wed them to the digital culture.

#6: Emphasize humanity

Millennials are idealists. Many of them who consume culture also crave intimacy. They embrace ideas and organizations that represent a grander purpose, and they prefer that these ideals have spokespersons with whom they can relate or admire.

Suggestion: Ask for a comment: “Ever felt like that?” Consider auditioning guest bloggers who fit your brand’s psychographic profile. It’s fine to give them some guidelines. They will likely consider it a cherished credential.

#7: Stay sticky with reusable content

Keeping up with the content demands of self-expression—blogging, tweeting, and maintaining fresh content on Facebook walls-—makes this generation hungry for content they can reuse. They need fodder for the Facebook pages and tweets. Give it to them.

Suggestion: Stock your sites with pithy quotes, quick-hit ideas, photos, and videos that make people come back to you or your site for something: a download, application,
comment, or vote. Then stand back and watch it go viral.

For many more tips in this spiffy eBook, download it as a PDF, or as an
ePub for your reader, iPad or iPhone. It’s a quick and easy 32-page read of invaluable
secrets from top brands.

Find out now how top brands are Tipping the Culture.

—–
Patricia Martin is a speaker, author, consultant and researcher on the consumer culture. You’ll find her at
Patricia-Martin.com Her twitter name is @PatriciaMartin

Thanks, Patricia! Every time I read your work, I find out something new about people. I love that!

–ME “Liz” Strauss
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WHEN do you think?

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by Patty Azzarello

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time-to-think

The big idea…

If I could offer one idea that will have a huge impact on your success and your satisfaction with work, it would be that you give yourself time to think on purpose.

(you can stop reading here if you accept that point!)

Time to think

I work with so many executives that tell me they would be so much better at their job if they had more time to think.

Think about a typical day, week or month in your work.  How much time to you spend in uninterrupted, quality thinking time?

I know when I was a corporate executive I had the same problem.  My calendar was fully booked.

If I tried to schedule time for myself it would get over-ridden with urgent customer problems, staff crises, or emergencies from my boss to deliver something to his boss.

My personal, thinking time got wiped out.

So I needed to work differently.  I have written much on the topics of defending your time and energy, making more time, delegating better, and many other topics which help you use your time more strategically.

But today I just want to focus on this one idea:

Give yourself time to think.  Schedule it.  Protect it.

This will have a bigger impact on your success than almost anything you can do.  If you are giving yourself this time, don’t ever feel guilty about it.  If you are not, start taking it.

Key point: Remember, your job as a leader is to build capability underneath you, so your team can handle more work, and so you can apply yourself to solving higher order problems.

Enable your team to do the work

  • Let your team handle the customer escalations, you need to create the quality program that reduces them.
  • Let your team handle the marketing events and deliverables, you need to create the market-changing strategy.
  • Let your team handle the product development.  You need to create better processes to deliver more, faster.

You will never do any of this if you don’t give yourself time to think.  You will get caught up in a sea of activity and reacting.
Think about it this way:  If you stay overwhelmed with activity you are not doing a good job.

Schedule time to think and HIDE

Try it for 2 hours.  Tell everyone you are at the dentist.  The world will not come to an end.  Hide. The hiding part is important. The activity knows where to find you.

Think about how you can improve all of this chaotic, reactive, repetitive activity and do something better.
Then give yourself 2 hours a week to think.

Don’t feel guilty

I can’t tell you how many teams I work with where they all live in fear of their instant message window saying “unavailable” for a second.  It’s fascinating that no one holds it against anyone else, but each person feels this huge pressure to always be available.

I know people who work at home who are afraid to go to the bathroom because they think their company will think they are not working if they don’t answer IM’s instantly.  This is crazy.

Why not put your IM status for an hour or two as “working on a deadline” or “on a call” or “be back at 2pm”?

If you tell people to expect that you will be away from IM working on strategic projects a few times a week, no one will hold it against you.

Being over-available can backfire

If instead you stay infinitely available, but never do anything strategic, you will fail to do your job well.

I hear upper managers talking about their workhorses… “Oh yeah, we can throw anything at him,  he’ll work round the clock, he’ll travel anywhere, we can always count on him… “

Notice they are not saying, “he is someone we should promote.”

If you work tirelessly 24×7 to accomplish a goal or meet a deadline once in awhile that is OK, and sometimes necessary.  But if you work tireless 24×7 for 5 years you will be stuck.

If you never give yourself time to think about how to work better or more strategically, and just keep doing all the work as it comes at you, you will never be as successful as if you figure out how to rise above it.

How do you defend your time to think?

Tell us how you’ve been successful in the comment box below.

—–
Patty Azzarello works with executives where leadership and business challenges meet. She 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

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Social Media Book List: iPad Means Business and Content Rules

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A Weekly Series by Teresa Morrow of Key Business Partners, LLC

I’m Teresa Morrow, Founder of Key Business Partners, LLC and I work with authors & writers to help them with their book promotion and social media marketing. As part of my job I read a lot of books (I enjoy reading anyway!).

This week I will be highlighting two books; one author I am currently working with ‘iPad Means Business’ by Julio Ojeda-Zapata and one book on the business Amazon list ‘Content Rules’ by Ann Hadley and C.C. Chapman.

The books I cover in the Social Media Book List Series will cover a range of topics such as social media, marketing, blogging, business, organization, career building, finance, networking, writing, self development, and inspiration.

‘iPad Means Business: How Apple’s Tablet Computer is Changing the Work World’

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Julio Ojeda-Zapata

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“The most common question asked by potential iPad buyers: ‘Other than playing Angry Birds, what the hell can I do with this thing?’ Citing example after productive example, Julio Ojeda-Zapata capably
makes the case for the iPad as business tool.”
Christopher Breen, Macworld Columnist and Podcast Host

“If you think the iPad exists just to make its owners look cool, read this book. You’ll see the iPad in action within businesses of all kinds, and get ideas of how to use it in your business.”
Natali Morris, CNET TV Tech-news Anchor and CBS News Tech Contributor

iPad Means Business tells the stories of tablet-wielding workers, companies, students and teachers around the world. As a business book, it offers inspiration for anyone, at any level in business or education, who wants to become truly productive on the iPad.

As a how-to guide, “iPad Means Business” provides concrete advice on the best work-related apps, accessories and procedures, along with a road map to the best iPad resources. This is an essential starting point for workers wanting to get the most out of their iPads.

As a bonus, “iPad Means Business” offers the thoughts of several iPad experts. Readers will get glean wisdom from blogger and productivity advisor Patrick Rhone; technology and new-media consultant Scott Bourne; and technology marketer and former Apple executive Mike Evangelist.

This book is an essential read for anyone wanting to learn why the iPad Means Business.

Here is the table of contents to give you a glimpse of the helpful information about iPad:

Introduction: So You Want to Use an iPad for Work

Chapter 1: Apple’s tablet arrives and gets to work

Chapter 2: Individual Workers Embrace the Tablet

Chapter 3: Companies of All Sizes Deploy the iPad

Chapter 4: The iPad Finds a Place in the Classroom

Chapter 5: App Developers Exploit That Big Screen

Chapter 6: I Go on a Work Trip Taking Only the iPad

Epilogue: Apple Faces Rising Tablet Competition

Afterword: ‘An Embryonic Journey’ by Mike Evangelist

Appendix: Recommended Resources

About Julio*:

Julio Ojeda-Zapata covers consumer technology for the St. Paul, Minn.-based Pioneer Press newspaper, where he writes a weekly Tech Test Drive column and blogs about the latest tech trends. During a lifelong career in journalism, he has worked as an editor and earned many awards for his writing. He is the author of another Happy About book, Twitter Means Business, which documents how Twitter became a crucial business tool. He is a gadget junkie, an Apple addict, a social-media maven and total nerd.

A native of Quito, Ecuador, he spent the bulk of his childhood in San Juan, Puerto Rico and considers himself a “boricua.” He lives in St. Paul with his wife, son and Pepita, the world’s most-spoiled guinea pig. Learn more about Julio at ojezap.com.

You can purchase a copy of ‘iPad Means Business’ online from the publisher site, Happy About or on Amazon. *I did receive a digital copy of this book from the publisher to help in the promotion of the book.

Next, I would like to introduce you to a book on the business book list on Amazon and on my reading list: ‘Content Rules’.

‘Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (New Rules Social Media Series)’

by Ann Hadley and C.C. Chapman

“I should preface this review by saying I have been podcasting and creating content for the web for over five years now, and that I regularly help clients do the same. This said, I was expecting Content Rules to be a good book on the subject, but perhaps one of those that did not speak to me, because of my experience. I was wrong- Content Rules speaks to everyone- even seasoned content creators, by providing the metrics we may know around content creation, but haven’t yet articulated, and helps make the case for content for everyone from people getting their feet wet on the Web for the first time, to those who are looking to raise their game and up their level of engagement with others online.

Content Rules is compelling and honest from the introduction on. It is a book I can hand my clients, friends, teachers- almost anyone who wonders why people need to or bother creating content for the web- to help not only explain why compelling content is important, but how to create it. It helps people break down the barriers that often get in the way of creating compelling content, and instead gives them some parameters on how to make sure your authentic and compelling voice shine through. In addition, the examples and case studies in the book bring the rules to life, in a way that will help folks understand how to find their human voice, and why that is so important to success in contrast to another paragraph of over-polished, sanitized, personality-free “safe” messaging.

I’m really excited by Content Rules as a book I can enthusiastically pass on to friends, colleagues, clients and more. If it’s between a more generic book on social media or online marketing and this one, you need Content Rules because it will help you understand the fundamental approach you need to take regardless of the tool, platform, network or marketing plan- you need to concentrate on your Content first.”
Whitney Hoffman Amazon review 5 stars

About the Book*

Ann Handley and C.C. Chapman, business writers, speakers, and marketing thought leaders for clients such as The Coca-Cola Company, HBO, and Verizon Fios, show you how to leverage all of today’s tools to create content that truly speaks to your audience. They’ll show you how to:

* Understand why you are generating content—getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategy

* Explore ways to integrate searchable words into your content without sounding forced (or sounding like “Frankenspeak”)

* Write in a way that powerfully communicates your service, product, or message across various Web mediums

* Create a publishing schedule that allows you to create different kinds and types of content at once

Offering examples of businesses using content effectively across a wide range of industries and fascinating explanations of how you might approach your own content strategy, Content Rules is the essential field guide to creating your story, finding the right balance of humor and humanity in your content, and building a portfolio of value that will keep delivering for the long haul.

About Ann*:

Ann Handley is the Chief Content Officer of MarketingProfs, a rich and trusted resource that helps businesses market their products and services smarter and better. Entrepreneurs, small-business owners and marketers in the world’s largest corporations make up its 361,000 subscribers, making it the largest in its category. (Does that sound like marketing-speak? It’s not; it’s just true.)

She is a 12-year veteran of creating and managing digital content to build relationships for organizations and individuals. Also, she’s a writer who blogs at her personal blog, A n n a r c h y, as well as American Express OPEN Forum, Mashable, and The Huffington Post.

Previously, Ann was the co-founder of ClickZ, one of the first sources of interactive marketing news and commentary.

She lives near Boston in a slightly creaky, comfortable house with 2 kids, 4 dogs, good coffee in the kitchen, decent wine in the cellar, a stack of New Yorkers by the bed, and an occasional field mouse in the laundry room.

About C.C.*:
C.C. Chapman was born in the Upper Valley of New Hampshire and is a modern day renaissance man. He is a passionate content creator, photographer, father and entrepreneur. His business experience has won awards and he has worked with a variety of clients including American Eagle Outfitters, HBO and The Coca-Cola Company.

C.C. is the Founder of Digital Dads, a site where a dad can be a guy and is the host of the popular Managing the Gray podcast. He lives outside of Boston with his wife, two awesome children and dog Roxie.
*courtesy of book website and Amazon

You can purchase a copy of ‘Content Rules’ on Amazon.

I truly hope you will check out these books and please comment and let me know your thoughts on them.

Running Out Of Ideas? Try A Writing Jam Session

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I know I talk about it all the time, but I have to say it again:  One of the greatest difficulties for bloggers is coming up with new content.  Of course, we want to be original and creative, but just getting to that point can be a struggle.  So, I;m always keeping my eyes and ears open for new ways to generate exciting ideas.  My newest concept?  Writing Jam Sessions.

How does that work!?

 I’m a musician.  I was raised to play music.  Jam sessions, free improv, freestyle playing, whatever you call it, it’s a way of getting your creative juices flowing.  No matter what instrument you play, getting together with other musicians is not only enjoyable, but of course, profitable.  Could the same be true for writers?

Of course!  Musicians get together in a relaxed atmosphere and just start playing. Perhaps one of them takes the lead for awhile, then another takes over.  At first, it’s rocky; you just can’t find a groove.  Then, almost spontaneously, everybody falls into sync.  As a result, new music is created and everybody leaves with a renewed sense of creativity. 

The same can work for writers.  Here’s an example: while driving in the car with my brother, a very unusual creature who definitely sees the world from a different angle, we started talking about writing.  He said, “Such and such would make a great story.”  I said, “It could be a children’s story.”  He said, “The main character could…”  We went back and forth for about one hour and by the end of the journey, we had a full-fledged story with many details, including artwork, fleshed out.  We both ended the trip very excited about our creation.

Why not host an event?

 I know, you’re busy.  But if you’re wrestling with writer’s block, this might be just the thing to get you out of it.  And believe me, it is fun to get together and eat, talk and write as a group.  And not everybody involved has to be a blogger or even a writer.  Getting together with other creative thinkers is great no matter what their profession. 

As the host, you should treat it like a party.  This is not a serious occasion.  A loose itinerary might be a good idea, but don’t stifle others with a rigid outline of events or rules.   You could ask others to bring along a topic or two, but if nobody brings any ideas that’s okay too.  Start with a brainstorming session.  For example, a person says a word then each person says the first thing that comes to their mind in quick succession.  Eventually, you’ll fall into a groove and the ideas will start to flow through naturally conversation. 

What do you think?  Have you ever tried a similar idea?  If you do host an event, let us know how it turned out.

Jael Strong writes for TheWriteBloggers, a professional blogging service which builds clients’ authority status and net visibility.  She has written both fiction and non-fiction pieces for print and online publications.  She regularly blogs at Freelance Writing Mamas .

Thanks, Jael–ME “Liz” Strauss
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How Signs and Rituals Draw In Your Loyal Brand Fans

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10-Point Plan — Attracting Second Generation Heroes and Champions

Employees as Volunteers and Volunteers as Employees

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In less than three years, Lady Gaga has built an incredible business that counts on a fan base of fans drawn consistently closer to her. The fans aren’t loyal to her music. They’re loyal to her and each other. She’s accomplished this feat with a true understanding of the function of rituals and symbols as connectors in a community culture.

Jackie Huba wrote a detailed description of how Lada Gaga built a culture by naming her fans, giving them a cause, adding symbols, and making them rock stars.

You can do the same thing inside and outside your business.

How to Use Ritual and Symbols to Build a Loyalty Culture

You don’t have to be a rock star with special hand signal to make folks feel important to be part of what you’re doing. What’s important is to draw folks closer by valuing them and their ideas.

  • Start with Stories Send the 8-12 people, we’ve been talking about out to gather stories of the heroes of the business. Have a storytelling lunch hour. Choose the story that defines your business or organization. Teach it to everyone. Let them make it their own. Invite them to tell their own version of the story. My community story is about taking folks to lunch and tipping the whole restaurant. It’s a story of how my dad built his business by honoring everyone who helped his business thrive.
  • Call it something. I called my dad’s community barn raisers, because they built the business together. Are you ship builders? world changers? Does your name come from the company itself? Are the folks who work on the Chevy Volt the Voltage Vanguard? Are the folks at our event SOBConners? Pick a name that describes the higher purpose.
  • It’s a quest. Decide what will be the symbol of your community. Blog badges and t-shirts are too easy. Look around for the habits and symbols that you already use. You’ll find them in the ways you greet each other and the ways that you celebrate things that go well. The hashtag handsign has become a symbol to recognize someone in social media. What symbols can sit on their desks or in their pockets to remind them of the quest that you share? Every barn raiser should have a tiny hammer on a sticker, a key chain, a card, a pencil, something to remind us of why we do what we do.
  • Be inclusive. Not everyone is right to move your quest forward, but many people outside your business are. Don’t limit your name or your community to only those who get a paycheck from the business. Include family, friends, partners, volunteers, vendors, fans, and anyone who can proudly wear your logo and tell your story.
  • And don’t forget those sayings that grew from stories within your group experience. Say them often. Share them with new friends and share the meaning behind them. They help explain how the “family” and the culture came to be and grew.

If you constantly invite new heroes to join in the group and notice their ideas. You’ll find inside every collaboration a chance to celebrate with a ritual or two.

How would you start establishing signs and rituals that develop a sense of inclusive identity within your group. ?

READ the Whole 10-Point Plan Series: On the Successful Series Page.

–ME “Liz” Strauss
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How to Be an Opportunity Magnet

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Do You Really Think You’ll Have More Time Later?

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Where we’re working at home or working in an office, at this time of year, time is hard to find, hard to manage, and basically not there. What’s new about that?

Stop! Think for a moment. When do you remember having too much time on your hands?

Do it now!

Bet it’s been a while since you didn’t have plenty to do even if it was things you didn’t want to do. I’m guessing that finding time to do everything that you could, should, or might be doing to move ahead right now is one of the biggest problems you’ve ever had.

How to Be an Opportunity Magnet

Strategy is a realistic plan for taking advantage of how opportunity fits our unique situation and skills. Yet, opportunity can pass us by and keep on moving, if we don’t have time for it.

To be ready for the opportunities coming our way, we have to create space and time to handle them. Here’s a few ways to be ready when it does. Become an opportunity magnet.

  • Tell people where want to be giong. The more people you tell, the more people who can be passing along opportunities.
  • Know your focus. Not all opportunities are equal. Look for those that match your focus.
  • Know what you need to move you forward. Some opportunities will be in your line of focus, but they’ll be just more of what you’re doing. Look for chances to meet new people, gain new skills, and expand your expertise and experiences.
  • Stop again to ask questions. See every person as a chance for learning. They know about shorter ways to get to where you’re going. That makes them opportunities too.
  • Don’t do everything yourself. Enlist your network and friends to help you with those things you’re not so good at. Let them help you build what you’re building. They’ll know better how to refer you and how to help you find the opportunities you need.

One single NYTimes has more information than an average 18th century person learned in a lifetime. We’re not going to get away from the constant noise and time burden. But we can create a space where opportunity can squeeze and flourish … if we know how to recognize the right opportunities and develop the habits that will attract them.

What do you do to attract more opportunities to your life?

–ME “Liz” Strauss
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