Make It Happen
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Campaigns

Too often, organizations see an arithmetic connection between the resources allocated to a task, and the return on investment from it. Chasing the holy grail of social media, engagement, is no different.  Here is the logic:  Twice as many likes, comments, and shares will yield twice as much engagement.  And to generate this twice as much, we need to double the amount of content generated and double the community management effort.  And to really be effective, we should double the ad budget to drive people to the Social venue in the first place.

While Twice as much can generate Twice as much, at what cost?  And are there other, more sustainable ways to generate social buzz and engagement?  Here are three fundamental factors that can:

  1. The power of the internal network:  What strategy and initiatives are in place to empower employees to willingly spread the message and join the external conversation?  The larger your organization – and more passionate your employees – the greater the impact on engagement.
  2. The power of the external network:  What strategy and initiatives are in place to empower members, suppliers,  clients, and other other stakeholders to willingly spread the message and join the conversation?  If you  invest in helping them be more effective using the tools to achieve their objectives, they will be equipped – and more open – to using the tools to help you achieve yours.
  3. The power of marketing automation:  What strategy and initiatives are in place to use your “big data” to improve service quality,  improve responsiveness, and automate your follow-ups.  Marketing automation isn’t just about warming leads, and scaling follow-ups, but it can just as easily drive users to your social media venues.

This week’s action plan:  There’s nothing wrong with investing in more content development and community management.  There is, however, something wrong with doing so without building a stronger, deeper connection with those already in your orbit.  This week, choose to upgrade – or rather empower – either your internal network, external network, or your marketing automation system: start with the strategy, and then execute.

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
:  Professional credentials site
www.108ideaspace
.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com
:  Interviews with the nation’s thought-leaders

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Have you ever been in a situation where despite your best efforts, you cannot make headway?  Or where you feel like a fish swimming upstream?  This inertia – resistance to the new – is a key reason why implementing change is so difficult.  It’s also why selling new products to clients or new ideas to colleagues is so hard.

While there are many ways to address the challenge, two fundamental concepts are baseline capability and campaigns.   (Baseline capability refers to the existing knowledge, capabilities, and momentum within an organization.  Campaign refers to activities that are tied to an event or objective.  Too often organizations (and individuals) confuse the two, particularly in the area of Social Media.  I explored this from a different perspective here, but it is important enough to look at again.

Baseline capability means embedding the social mindset and activities within each silo of your organization, so that it becomes part of everyone’s “day job”.  Too often, Social Media is driven exclusively through marketing and sales – yet connecting externally is everyone’s job.  Some examples:

  • HR:  The use of Social Media for candidate sourcing, reference checking, new staff orientation, etc.
  • Customer Service: Monitoring and action on service issues on the public social networks, product support forums, etc.
  • Supply Chain:  e-Procurement, crowdsourced vendor ratings, online support forums, etc.

Of course, developing a baseline capability also means loosening firewall restrictions for social sites, employee and management training, and communications.

By being socially strong on the inside, there will be stronger connections on the outside.  Driving the ongoing, day-to-day engagement level of the base is critical, as a particular campaign will use this base to reach outward. The two are multipliers.

This week’s action plan:  What is your personal Social Baseline Capability?  Specifically, what are the everyday things that you are doing to establish your professional network in the Social space?  Doing these on an ongoing basis will multiply the effectiveness  of any future “campaigns” (job search, professional support, business development, etc.)

Management insight:  Choose a project or idea that you have not been making headway on, and decide if the problem is your approach to getting buy-in, or with the underlying environment that you are in.  If the latter, choose one thing that you can do to improve the general receptivity to your ideas, before doing your specific ask.  Build your real-world baseline capability.

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
:  Professional credentials site
www.108ideaspace
.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com
:  Interviews with the nation’s thought-leaders

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Social Infrastructure

by Randall Craig December 7, 2012

Look around, and you are surrounded by advertisements: which ones catch your eye?  Likely, the ones that are the loudest.  Unfortunately, the race to the loudest is making it hard for anything to get through. One of the key reasons for corporate interest in Social Media is that it is a completely new channel, one […]

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Special Social Secret Sauce – Improving Social Media ROI

by Randall Craig March 9, 2011

Despite the frenzy everywhere else, many senior executives look at their corporate Social Media initiatives, and wonder why there isn’t a better return on their investment.  Many marketers, despite implementing clever campaigns, secretly worry about the same thing. Here’s the question:  is there some special social secret sauce that can dramatically improve results every time?  […]

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