(click for all of Ira's posts)
(click for all of Duane's posts)
(click for all of our posts from guest authors)
- Body Language and Gestures,
- Career Development,
- Customer Service,
- Elevator Speech or Mission Statement,
- Human Behavior,
- Marketing Communications,
- Messaging and Content Development,
- Networking and Relationship Building,
- Professional Speaking,
- Sales or Outreach,
- Series - Presentation Reviews,
- Social Media,
- Venture Capital and Entrepreneurship,
Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.
When it comes to business planning and strategy, I’ve noticed there are two types of people – those who believe they can and those who believe they cannot. The folks in the first group will generate a slew of ideas for making dreams come true, while those in the second group will offer only excuses for why the possible is really impossible.
One of the lessons I learned as a scoutmaster with the Boy Scouts of America is that the key to personal and organizational growth is empowerment. Empowering others gives them the freedom to try new things, to take risks and to learn (and grow) from their mistakes. Empowerment is allowing others to bring a “can-do” attitude to the challenges and opportunities they encounter. It is a sharing of decision-making authority and it drives accountability at all levels of an organization. And it encourages creative thinking and innovation, both prerequisites for growth.
This “can-do” attitude is one of the attributes I see consistently in entrepreneurs. Many of them start with a dream and an idea. One idea becomes several and as they implement their ideas, they take some risks. Not every idea is a home run and they learn from their mistakes. And this is how they grow their businesses and realize what, for many of them, has been a lifelong dream. As an example, I recently wrote about the story of Knockaround™ sunglasses and the role founder Adam “Ace” Moyer’s “can-do” attitude played in the growth of his business.
Which do your business planning and strategy discussions include more of: ideas for making dreams come true or excuses for why the possible is impossible?
I was at a meeting recently where one of the participants emphatically declared that social media was all about creating great content. Period. An “if you post it, they will come” approach to building a presence across the digital marketplace, if you will.
As an experienced business storyteller and social media professional, I would have to disagree. Sure, content is important. Engaging others is equally, if not more important. Social media is not a one-way communication. It is not a conversation between a brand and a person. It is an interactive dialogue between two people who share a common interest. It is a forum for engaging others with compelling images, personalized stories and the exchange of information.
To help you understand how well you are engaging others across your social networks, consider using an application like Klout. Since it was updated in September 2012 to include a new feature called Klout Moments, I have been using it to help identify my own social media posts that have generated action (e.g., likes, RT’s, favorites, etc.) from the people in my networks. Klout Moments is a measure of influence and it tells me how the content I am posting is engaging the people I care most about.
So, as you build or modify your brand's social media strategy, be sure to include an equal focus on content and engagement. After all, when it comes to social media and the impact of these two elements on your strategy, it is an "and" conversation.
For more insights on social media branding and the relationship between content and engagement, please see:
• How to Measure Your Brand’s Storytelling Effectiveness in Social Media
• Branding Lessons from Social Media
• Brand Building Through Social Media
• Content is the New Currency for Brand Storytelling in 2013
I was at the gym the other day when I saw a t-shirt with this quote on it: “One team, one goal.” While it apparently was the motto that had been adopted by a group of employees at a local business, it could (and should) be the motto that guides almost any team or group.
“One team, one goal” speaks to the culture of an organization. It’s an attitude and it starts at the top. Without exception, every successful organization I have ever been a part of has embraced this attitude. Team members rally around each other and maintain a laser focus on a singular goal. If one member succeeds, they all do. Leaders reward and recognize efforts that encourage sharing, create a sense of community, resolve conflict and foster other collaborative behaviors that create a unified and energized culture. And results follow.
How would you characterize your organization? Are your team members unified around a single goal? Or is everyone out for themselves? What are your results telling you?
Are you starting a new business? Building a brand? Seeking to turn around a declining brand? Then innovate.
Steve Jobs once said, “Innovation distinguishes between a leader and a follower.” Innovation is what makes you, your culture, your value proposition, your products and services, your customer experience and everything else about your brand unique. It’s what makes you memorable. It’s your source of competitive advantage.
Instead of following someone else’s best practices, take the lead. Create the future. Write your own best practices. Take some risks. Innovate.
For more on the impact of innovation on your branding strategy, please see:
• How Innovation Drives Sustained Growth for Your Brand
• What Makes Your Company Different?
• Accelerate Growth and Innovation - Encourage a Culture of Risk-Taking
I dropped my eldest son off at college earlier this week. He is an incoming freshman at Virginia Tech, a nationally ranked university with a main campus that includes more than 125 buildings, 2,600 acres and 31,000 students. As you can imagine, Virginia Tech is a big place. At first glance, this might seem like a place where newcomers might easily feel disconnected and unengaged.
From a branding perspective, one of the things Virginia Tech excels at is welcoming new members to its brand community – in this case, new students and their parents. During Freshman Orientation, my son and every other new student received a maroon t-shirt with the following question and answer exchange printed on it: “What's a Hokie? I am.” With that simple declaration, they joined existing members of the Hokie community and became the newest faces of Virginia Tech.
On move-in day, we were greeted curbside as we pulled our loaded minivan up to my son’s dormitory. We were met by several student volunteers, or Hokie helpers, who we recognized by the blue shirts they were wearing (a Virginia Tech move-in day tradition for incoming freshman). Starting with Eli, they welcomed us to Virginia Tech and introduced themselves by name. They took a few moments to learn more about each member of my family before loading my son’s belongings into a cart and transporting them to his dorm. My youngest son and I waited with the van. Eli returned a few moments later to let us know my son’s belongings had been safely delivered to his room and that my son would be back in a few moments with a parking pass.
To us, Eli and the other Hokie helpers who greeted us that day are the faces we call to mind when we think of Virginia Tech. They are the human side of the Hokie brand. From the moment we arrived, they helped us feel welcome in this new and very large community. As a result, my family and I are proud to say we are all members of the Hokie family now…as parents, a legacy and, of course, a Hokie.
How does your brand welcome new members to its community? Is your brand providing the kind of memorable experience that allows its newest members to easily connect and engage with the people who represent your brand?