An unusal and effective marketing channel

A few years ago at a conference I sat next to the head of the AIDS research organization AMFAR. Our conversation was about just how tough it is to get medical and public health information to people who really need it. We talked about all kinds of outreach ideas, but neither of us had a big “aha.”

Well here is the aha. The Hollywood Health & Society program, part of the Lear Center at University of Southern California, provides free medical and health information to television and film screenwriters and producers. The goal: make sure that television shows and movies accurately convey health facts.

Physicians and medical experts donate their time — ah, the allure of show business — and writers find fascinating story lines in the realities of medicine.

People watching networks like Telemundo, soaps like General Hospital, All My Children, Desperate Housewives;  cop shows like Law & Order, and the fictitious television doctors like Dr. Greg House, are not just being entertained, they’re getting  accurate, helpful information about all kinds of issues, from AIDS and organ transplants to child abuse and strokes.

There’s been so much marketing buzz about product placement on television shows. It nice to hear about television also serving as a public health educator, albeit in some very cool story lines.

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Leadership in a social environment

“The first step for leading in a social environment is admitting that you’re not a genius,” explained Jim Lavoie, CEO of Rite-Solutions in his talk, “The Five Social Competencies of Highly Effective Leaders” at the Conference Board Social Media MeetUp. “When you admit that you as CEO don’t have all the answers you can then begin to harvest and harness the intellectual bandwidth of your organization.

Having once been a command-and-control CEO, Lavoie has learned that there’s a different way to lead, focusing on meaningful, trusted relationships vs.the typical transactional approach where I pay you, you do the job.  The results: more innovative ideas, cost savings, retention of highly-skilled people, and a work environment that is, well, fun. People like coming to work and feel that they have a say and are relevant.

Using collaborative platforms in creative ways also helps to draw out the introverts. “If you don’t make innovation and collaboration and introvert sport, you’re leaving behind more than half of your intellectual bandwidth.  Introverts don’t respond to ‘why don’t you put a PowerPoint together to explain your idea.’  But they do want to provide input and advance ideas they believe in. It’s leadership’s role to find new ways to help people provide that input.”

(This New York Times article explains how Lavoie and his business partner Joe Marino  have done just that in his company.)

Lavoie says senior management has to play the first pieces of this new relationship puzzle, making people feel important and that they belong.  Here’s a summary graphic of Jim’s relationship-driven corporate culture puzzle.

Social leadership LavoieJPEG

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Social business

I don’t know about you but I’m hungry for real world  stories about how companies are infusing social principles into business strategy — and measuring the results in a way that makes sense to the CEO.

Next month I’m producing a conference for The Conference Board that focuses this. The Conference Board people just told us that  there are only a limited number of seats left, so register soon. Here’s why:

  • JetBlue’s CMO  is talking about new social competencies needed to lead
  • Humana is showing how to make social part of innovation
  • Kimberly-Clark and American Express are cutting through the data and talk analytics and measurement
  • FedEx is sharing how one of the biggest companies in the world is changing customer service
  • CEO Jim Lavoie is explaining how to change a corporate culture

And we’ll have other company folks talking about essential social practices, disruptive tools, and how work with  legal to innovate while minimizing risk.

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A CEO's Twitter advice

smiley face JPEGMost companies tell employees what NOT to Tweet about, but Tony Hsieh, CEO of Zappos.com, suggests to employees that they Tweet about these three things:

  1. What will cause my followers to smile
  2. What will enrich people’s perspective
  3. What will inspire

Thanks to Hollie Delaney of Zappos.com, for sharing this yesterday during out social media session at The Conference Board conference on extending your brand to employees. Thanks too to the other super-smart and generous panelists — Marietta Cozzi of Prudential Financial, Kat Drum of Starbucks, and Kelle Thompson of Liberty Mutual.

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Non-profit marketing with simple video

This is a great example of how a non-profit can use a simple video to tell a story in a way that makes people want to donate to the cause. Also, check out The Girl Effect web site, also simple and effective.

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CEO's Twitter advice to employees

smiley face JPEGMost companies tell employees what NOT to Tweet about, but Tony Hsieh, CEO of Zappos.com, suggests to employees that they Tweet about these three things:

  1. What will cause my followers to smile
  2. What will enrich people’s perspective
  3. What will inspire

Thanks to Hollie Delaney of Zappos.com, for sharing this yesterday during out social media session at The Conference Board conference on extending your brand to employees. Thanks too to the other super-smart and generous panelists — Marietta Cozzi of Prudential Financial, Kat Drum of Starbucks, and Kelle Thompson of Liberty Mutual.

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Zappos' Sr. Human Resources Manager on Social Media

I’ll be moderating a session on how social media can affect employer brands at the Dec. 1 and 2 Conference Board “Extending Your Brand to Employees” conference,  with an amazing panel of executives from Zappos, Starbucks, Liberty Mutual Group and Prudential Financial.

I’ve asked the social media panelists to give us some pre-conference views on social media, using James Lipton’s “Inside the Actors Studio” question format.  Here are comments from Hollie Delaney, senior human resources manager at Zappos.com.

What is your favorite social media word?

Transparency.   At Zappos, we are obsessed with sharing our culture and way of operating our business with the outside world.  Blogs, Facebook, and Twitter have given us an outlet to do this on a higher level than what we ever thought possible.  One of our core values is to ‘Build Open and Honest Relationships with Communication’, and this isn’t limited to the employees of Zappos; we would like for the outside world to be able to see anything that they would like about our business.

We have 450+ employees on Twitter, and there is no company policy to dictate what an employee can say. We just tell everyone to use their best judgment.  We even have a Twitter aggregate page which shows employees’ Tweets in real time, along with all public mentions of the company.

What is your least favorite social media word?

Expert/Guru. These are a series of new mediums, and we’re not sure that anyone can be an expert on a subject that we’ve only skimmed the surface of as an industry.

What turns you on about social media?

Its ability to engage with customers on a level that wasn’t possible just a few years ago.

What turns you off about social media?

When businesses look at these tools as a free way to spam customers.

What social media other than what you’re doing would you like to attempt?

We just try to form personal connections with customers.  Facebook, Twitter, YouTube all seem to be the best tools right now, but we know that will change/evolve over time.

What part of social media would you not like to do?

We would like to stay away from using the mediums completely for selling products. Our idea for Facebook and Twitter is that it’s a place where people go to engage with Zappos as a brand, and just making it about sharing our culture.

What would you like to hear your CEO say about social media?

http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/25/how-twitter-can-make-you-a-better-and-happier-person

What one thing do you hope people will learn from you at The Conference Board’s “Extending Your Brand to Employees Conference?”

That it’s not how many fans or followers that you have, it’s about how you are engaging them and if you’re forming a personal connection.  You can have 1M fans, but if they aren’t engaged in your brand and they just signed up with a click and then forgot about it, the point is lost on the effort.

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10 takeways from BIF-5, Collaborative Innovation Summit

ShannonBIF5JPEG

Every year some of the most brilliant minds from business, science, art, technology, education and government come to the Business Innovation Factory’s BIF Collaborative Innovation Summit in Providence, RI for two days to share their stories about innovation. It’s sort of like the TED conference, but more intimate and relaxed. But, like TED, it blows your head off with new ideas. There are no rules, best practices, methodologies, how-to presentations. Instead, each person takes away something meaningful to them.

Here are 10 patterns and my personal takeaways from the 39 diverse speakers:

1. A positive view:  people who make new things happen are positive people, yet grounded in realism and a splash of skepticism. They don’t just see the glass half full; they see a tank half full. Their wrinkles indicate that they laugh more than worry. They want their work to make a difference.
2. Anger fuels action: anger fuels people to do things. Carne Ross, the Independent Diplomat, quit the British Foreign Service due to his anger over how issues in Iraq and Kosovo were handled by official powers, like the British government and the United Nations. MOMA’s Paola Antonelli nailed an interview that led to her position at the Museum of Modern Art by angrily addressing an interviewer’s dismissive statement on design. “Anger can make you do interesting things. Beneficial good can come from positive anger,” she said. Jay Rogers, CEO of Local Motors, started an open source automotive company based partly on his anger with America’s dependence on foreign oil – and his tour of duty as an elite Marine sniper in the Middle East.
3. Focus on the outcome: these people see possibilities, focus on realizing the big outcomes, and don’t worry much about any “right” way to get to the outcomes. As Alan Webber, so-called world detective and co-founder of Fast Co., said, “ There are those who want to do something and those who want to be someone. My advice is to do something vs. be someone.”
4. Sacrifice: inventing, creating and accomplishing require heavy lifting and personal sacrifice. If you want to “do” meaningful things, you have to be ready sacrifice – whether that sacrifice is money, ego, security, parental approval, and alienation from peers. So many of the speakers have jumped off secure cliffs, not knowing where they’ll land, and, frankly, not caring about the landing because the figuring-it-out-while-falling is where so much new thinking and creative approaches happen.
5. Cut through the b.s.: People who make things happen cut through the b.s. and tell it straight up, no pussy footing around.  They don’t couch a problem in jargon or bureaucrat-speak. Roger Martin, dean of the Rotman Management School at University of Toronto:  Business schools today are turning out “jargon-spewing economic vandals.  Stephen Trachtenberg, retired president of George Washington University: “Universities are in more denial than any other institution in society today… How did we get so outer directed that we let magazines like US News & World Report tell us how to run our law schools?”
6. Let go: Creating innovative ways often requires letting go of assumptions and presumed wisdom, Greg Matthews, director of consumer innovation at Humana, decided to not focus on “wellness” and getting people to make behavior changes like every other health insurance company trying to reinvent themselves. Instead Humana is creating new services that tap into what people already like doing, like offering cities bike sharing programs, creating games for health, and developing social media health applications.  Echoing the need to let go and look at issues differently was Richard Saul Wurman’s advice that “embracing ignorance is the only way to embrace a new project.
7. Slow way down: This was a shocker. Jonah Lehrer, science writer and author of How We Decide, talked about neurobiological research that proves that the mind needs to be quiet and in a state of relaxation to produce insights.  If you’re too focused, your attention will drown out the quiet mind, the right hemisphere “insight machine.” Jonah explained that there are two characteristics of those “aha’ moments of insight.  They are mysterious; the subconscious throw up the idea out of nowhere. And we have a feeling of certainty when the “aha” happens, we just know it’s the answer we’ve been searching for.
8. Revere humility: I’ve spent too much time in Silicon Valley and VC conferences where hubris reigns. (Merriam-Webster defines hubris as “exaggerated pride or self-confidence.”)  The people at BIF-5 were so incredibly accomplished, doing big things for our world, but humility was a marked characteristic. This vulnerability is a way to stay open to possibilities and new insights. My guess is this vulnerability also attracts talent. followers, supporters, fans and customers.
9. Stay grounded on the right questions: Almost every speaker kept saying, “ So the question I kept asking myself.” Or,  “ the question that needs to be answered is…” Good questions trigger good ideas.

Alan Weber recommended that we all “ask the last question first,” defining business victory before setting out on creating and running the business. Knowing what victory is – whether for our careers or our businesses — helps guide decisions.

Nell Merlino, founder of Take Your Daughter To Work Day and CEO of Count Me In, a non-profit helping women entrepreneurs, asked, “why do half of women-owned businesses never grow beyond than $50,000 a year. The answer to that key question is helping her organization focus on how to help women grow their businesses. (The two greatest obstacles: women are afraid to hire people and they think that if they pay attention to the numbers, their dream will die.)
10. Make it fun:  Invention is serious fun.  Humana is designing games to help people manage health. NYU’s Natalie Jeremijenko is creating wacky, fun ways to get communities involved in solving environmental health issues, like being able to text fish in the East River. (I didn’t quite get it, either.)  Sarah Endline is making sweetriot candy because it’s fun and because it helps farmers in developing countries achieve economic independence. Bill Shannon, CEO of kidney dialysis company DaVita, a Fortune “Most Admired” company, appeared on stage dressed as one of the Three Musketeers. (His picture is above.) Part of his message is that companies need to create environments where people share, learn, personally succeed, and have fun. “The work we do is so hard that we need to create the most fun work atmosphere.”

The Business Innovation Factory will be posting the videos of all the speakers within the next couple of weeks. Check them out here. Then, put it on your calendar to come to Providence next October. You will be inspired.

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Hiring your own beat reporter: LA Kings jump onto trend

LA KingsJPEG

If there are no media left to cover your company or sports team, what do you do to build a fan base besides Tweet and run a company blog?  For the past two years our company has created independent blog properties for big companies, written by independent writers, free of any control by the client.  (The blogs focus on issues relevant to the clients’ businesses.)

This week the LA Kings adopted a similar approach when it hired Rich Hammond of the Los Angeles Daily News to cover the team  — not as a publicist, but as a journalist covering his sports beat but being paid by the team.

Sports teams used to have several full time “traveling beat writers” covering them. Now major league sports teams are lucky if they have one. For the LA Kings, they’ve had no one covering them, aside from spotty AP reports. (This is hockey, not major league football, but still….)

By  hiring a verteran sports reporter,  the Kings expect to see much more news about the team, not just about games but about player profiles, previews, etc.  A steady stream to connect with the fan base and hopefully attact new ones. It’s a trend that we expect more and more companies to adopt as well.

Here’s what Rich Hammond wrote about the move:

To put it as plainly and simply as possible, I will draw a salary from the Kings, but none of the stories and/or blogs I write will be reviewed for approval by any member of the Kings’ staff. Topics will not need approval and interviews will not have any additional supervision. I have been hired to blog, write stories — including coverage of home and road games — and produce other content for the website. This is not public relations. I have been told, pointedly, by the highest levels of Kings management, that I should continue to report and write as normal.

Be certain of two things: I will not “go easy” on the Kings out of any fear of retribution, just as I will not take gratuitous shots at the team and the organization simply because I have retained the right to be critical. Things will continue on course. Praise and criticism, to the extent I feel either is warranted, will continue to be distributed fairly.

That’s out of the way. Now let me tell you what to expect. I can say, with complete confidence, that you will have better, more comprehensive Kings coverage than ever before. When the team is away on its 10-day road trip next month — and on all of its road trips — I will be there, giving up-to-the-minute updates on the blog and writing stories for the website. For the first time ever in my career, I will be able to dedicate every working hour to covering the Kings.

It will be interesting to see of the Kings do give Hammond complete editorial control.  In our experience, it’s hard for “the owners” to be hands off when a writer writes something they disagree with, or knocks — legitimately – the company or product in some way.   Yet  research shows that people believe sources that provide the good and the not-so-good. Those souces have more credibility than the “official company spokesperson.”

And, who knows, if the Kings get this right, maybe the good karma will help them win more games too. :)

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Marketing tips for resort retailers

NewportJPEG

Yesterday was one of those precious few Sept. New England days where the sun is bright and the temperature balmy. So at lunch I skipped out of the office and went to  Newport, RI for a walk on the beach and a tour of the shops.

The beach was great and Newport’s downtown was jammed because a huge Bermuda-bound cruise ship was stuck in the harbor, forced to stick around due to impending bad weather. What a boon for retailers, who have had a poor sales season due to the rainy, cool summer.  Yet I  think some  of these retailers may be struggling for other reasons.

Here are some observations and marketing advice for retailers at a resort location like Newport:

Be open: many shops were dark, with ‘closed for Monday and Tuesday’ signs on the doors.  When the weather is good and a cruise ship with thousands of people are in town,  open the doors and make some money. Cash flow is king. In another six weeks the tourist traffic is going to dry up. Catch up on your rest then.

Be different: so many stores looked the same, carrying similar merchandise, having similar looks and feels. The bland and blander tourist tee shirt storefronts,  hippy clothing stores and   pizza shops made it easy for me to just skip past them. One store caught my attention because of its name, “Gossip: a boutique to talk about.”  Alas, it was closed on Mondays and Tuesdays.  Stand outs, however were Tyler Boe, with a unique collection of cashmere-cotton sweaters in unique colors. But Tyler Boe has no web site.  I want to  give some positive word of mouth marketing but the store makes it hard for me to do so. No Web site is being different, but not a smart marketing strategy.

Be interested: one of the biggest challenges for any retailer is staff. Too many stores had help that looked  bored  to death, probably lamenting the departure of their hip friends and cool summer people, left to wait on cruise ship patrons whose taste looked more J.C. Penney than J. Crew.  Disinterested staff dampens the shopping vibe. Perhaps it’s wiser for owners to work the floor more themselves  or pay more to get better help.

Be helpful:  conversely the stores with friendly, helpful people were great shopping experiences that earned my word of mouth recommendations. I walked into Sovereign Bank to ask for change so I could feed the parking meter. I fully expected them to say they didn’t do that, as I had already seen signs in stores saying this. Instead, the teller was delightful and gave me my quarters and a few insider tips about what’s going on in Newport. I might even change my bank account if that’s what every Sovereign branch is like. Similarly the owner of RoyalMale on Bannister Wharf and Spring St. was an example of superb customer service, providing suggestions, pulling out sweaters not on the floor that she thought might look good on me. No wonder that the store was doing a brisk business  even though the items had a relatively high price point.

Be ready: Running a retail business in a resort is unpredictable, but that’s no reason not to be ready to take advantage of happy surprises, like a cruise ship pumping thousands of people through the town on a typically “off” day.  Have a back up plan to get more help into your store when lucky breaks happen. The Rockport shop on Thames street was jammed, but staffed by just one person.  What a shame to see people come in and leave empty handed because they couldn’t get help.

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