The Engaging Brand

Einstein and Social Media

Information overload is a real risk for both consumers and businesses alike. I always think of this story

Albert Einstein was once asked his home address but answered that he did not know and had to refer to a notebook. Dumbfounded they asked Einstein why he needed to refer to the notebook

"I make it a point not to keep anything unnecessary in my head that I can find elsewhere."

For me there is a real lesson here as it is easy to concentrate on the insignificant or easily accessible data. But leadership is more than having information or data, it is about translating and filtering that information both for yourself and consumers so that the data can be used to create value for both parties.

Social media is an opportunity - but only for those who can learn to filter well. Filter the information going out to the very essence of what makes it valuable to others.....and filtering in only ideas which will help you think differently.

It is an interesting challenge to think about how well we filter?

One sure thing....if you are overloaded with information internally, then it could be cultural? Look at how you engage with consumers.....are you overloading? ....are you creating information or value?

Show 313 - How the recession has changed buying decisions

Show 313 of The Engaging Brand leadership and marketing podcast is ready just for you. To subscribe or listen for free, you don't need to download anything and all explained at the end of the post.

John Gerzema joins  Anna Farmery on The Engaging Brand podcast to talk about how the recession has affected the way consumers view brands and how their spending patterns have changed, based on his book Spendshift. We discuss

• How the recession is acting as a catalyst for consumers to reinvent themselves.
• How the feeling a brand portrays has increased in importance, especially kindness and empathy.
• Will the change in buying considerations live after the recession?
• How we need to embrace the concept of liquid living and what we mean by liquid living?
• It is not about new products and services per se but can be about the positioning of the brand towards liquid living.
• How the most important buyer information is what they not say - so how do you find it out!
• The entrepreneurial spirit in Detroit.

You can also listen to John's thoughts on Brand Bubbles - A Crisis in Brand Values

Don't forget to subscribe to the show in iTunes or on the Blubrry site.

If you have feedback for me on the show or topics that you would like me to cover then e-mail me at anna@theengagingbrand.com or join me on twitter.

How you can listen to the Engaging Brand

1) You can listen on your PC now without downloading any software just click hear to listen to the latest marketing podcast

2) You can subscribe to the show via iTunes or

3) If you use a different podcatcher then you can subscribe using the following  http://www.podcasternews.com/feeds/enbr.xml

Ideas are valueless...

OK so what I mean is that ideas are valueless if they stay ideas! I often facilitate brainstorming sessions - ideas are plentiful, but then....nothing. I cannot believe the waste of ideas, the waste of creativity that we let slip by for the lack of a little

• Courage
• Risk
• Focus
• Communication

The last one is so important. Often ideas make real sense to you but remember others don't know or understand all the thinking, all the experiences which have gone into baking that idea! 

Ideas ONLY create value when they are acted upon, when they are shared, when they are understood, when they are recognised....

Questions for tomorrow...how do you capture all your ideas (for me a moleskine is invaluable!) and most of all how many are underway or put another way....how many are depreciating in value because you are not nurturing them?

Social Media is a Window

Thomas Jefferson once said

"Law was a window into the moral fabric of the nation".

If law is the moral fabric of the nation, I would argue that

"Social media is a window into the moral fabric of the company"

If you accept that as a principle, then hopefully you can see that it is not what you say, it is not what technology use...it is how you make people feel through your social media interactions.

Show 312 - How Society is Changing

Show 312 of The Engaging Brand leadership and marketing podcast is ready just for you. To subscribe or listen for free, you don't need to download anything and all explained at the end of the post.

Deborah Westphal, Managing Partner of Toffler Associates joins  Anna Farmery on The Engaging Brand podcast to talk about the evolution of society and the way that community is changing. How this is affecting the role of business, government and the individual. We discuss

We discuss 

• How society is changing
• The relationship between change and human beings
• Does the pace of change alter the roles of government, business and the individual?
• Do we need to change our perception of society and community?
• Do we need to develop new skills for the evolving society?
• The impact of a lack of shared history for business work teams.
• Are there fears attached to the changing society?
• How 3 trends of the future are:- innovation, sustainability and adaptability

Remember you can vote for The Engaging Brand in the business category at The Podcast Awards 2010.

Don't forget to subscribe to the show in iTunes or on the Blubrry site.

If you have feedback for me on the show or topics that you would like me to cover then e-mail me at anna@theengagingbrand.com or join me on twitter.

How you can listen to the Engaging Brand

1) You can listen on your PC now without downloading any software just click hear to listen to the latest marketing podcast

2) You can subscribe to the show via iTunes or

3) If you use a different podcatcher then you can subscribe using the following  http://www.podcasternews.com/feeds/enbr.xml

Why business relationships are so much more than....

... just between people. It is also about internal relationships, relationships of the heart, relationships both tangible and intangible, and it is important to keep those relationships healthy. Some areas to think about are

• How people strongly relate their values to the brand values
• How people feel emotionally connected to their leader, the brand - values and valued?
• The strength of relationship between hard work, great results and RECOGNITION
• The relationship playing field. Are all people equal for the values, or does directorship make you immune from the rules.
• How people relate to the product or service.....does it create that need to buy, that desire to buy?
• The relationship of price to value.
• The relationship to what you said and what you delivered
• How well the business relates at a human level to customers.
• How well have you defined the relationship you want....business-like, fun, mentor etc
• Do you see online and social media as transactional or relational?

Relationships are complex, relationships are multi dimensional.....the question is how often do you think about the relational factors between leaders...teams...brand.... customers...

What IS customer service?

After yet another call centre debacle and hearing people read scripts to me, I still wonder why people cannot see how damaging this is to your brand. It reminds me of a story one of Dads colleagues, tells about him

He held a meeting with the largest agricultural supplier. He wanted to generate business with them. They asked him if he had found an answer to a highly technical sounding problem. He said

"Absolutely. When do you want it delivering?"

They gave a date then asked "Any questions?"

He had only one "What the hell is the problem again...haven't got a clue what you mean but I know one thing I can solve it for you!"

He did indeed produce the only machine in the country capable of solving the problem. His philosophy was put the customer at the centre of your world, put service at the centre of your business....he once asked me to spell the world business and said 

"Wrong. It is spelt...c-u-s-t-o-m-e-r-s-e-r-v-i-c-e"

 

Are you embracing 6 paradoxes of social media?

As both our life is full of paradoxes and business thrives on those contradictions, we need to understand and embrace those paradoxes...in life and in social media.

• Funny how you gain experience, you can lose the naivety of youth which could best exploit that experience. Do you balance the two?

• Sharing is the ultimate 'personal power' tool. What have you shared today which will create value for others...which makes YOU valuable to them?

• Success does not remove risk, it increases it....if you choose to live in today's success rather than tomorrows chance of achievement. How much time is spent on the dream vs the action? 

• To be listened to...you must listen..TOO. Do you 'hear what they say' or listen with your heart?

• To lead, you must be worth following. Would you, follow you??

• Now we have a little knowledge we find that isn't power, now we can share it we find that everyone can....so filtering knowledge for value is now our goal. Knowledge of the right knowledge to share! How do you decide?

Show 311 - How customers are a marketing channel for you

Show 311 of The Engaging Brand leadership and marketing podcast is ready just for you. To subscribe or listen for free, you don't need to download anything and all explained at the end of the post.

Josh Bernoff, senior vice president, idea development, at Forrester Research joins  Anna Farmery on The Engaging Brand podcast to talk about his new book called Empowered. 

We discuss 

• The importance of empowering customers
• How customers are a marketing channel
• How people create 256 billion product/services impressions on each other when social networking!
• Are different market sectors more relevant to social media?
• How to focus on who will influence and who will be connecting to your social media audience.
• Is mobile finally here as the next big thing! Should you be concentrating on a mobile strategy?
• How to amplify your message through the community?
• The role of ratings and reviews
• How to amplify your marketing message when you are a small, medium message.
• How the marketing influence occurs after the sale
• The new style marketing funnel and when empowerment of the customer occurs

Remember you can vote for The Engaging Brand in the business category at The Podcast Awards 2010.

Don't forget to subscribe to the show in iTunes or on the Blubrry site.

If you have feedback for me on the show or topics that you would like me to cover then e-mail me at anna@theengagingbrand.com or join me on twitter.

How you can listen to the Engaging Brand

1) You can listen on your PC now without downloading any software just click hear to listen to the latest marketing podcast

2) You can subscribe to the show via iTunes or

3) If you use a different podcatcher then you can subscribe using the following  http://www.podcasternews.com/feeds/enbr.xml

The 6 Tests - Social Media Gives You

Social media tests your personality. It is a great mirror to your brand, to your leadership, to your ability to grow

1. It tests your openness to ideas. Do you lead on areas which you feel comfortable with or with areas your consumers feel comfortable with?
2. It tests your openness to feedback. No one likes criticism....but reacting rationally to criticism can help you grow, help you improve...
3. It tests your openness to communicate. Communication is two way...too often information giving has been seen as communication!
4. It tests your willingness not to be perfect! Social media is about constant growth, constant tinkering and improvement ...not about perfection.
5. It tests your creativity. Anyone can send an newsletter via twitter...but who can craft conversations, create value, shock, entertain, educate via twitter etc
6. It tests your commitment....anyone can start on a path of social media, but just like exercise....it is your commitment over time which will 'shape' your companies growth.

For me tests are not to be feared, tests are there to keep you honest....