Tag Archives: change management

A Case For Changing Up Your Marketing

Time for Change - Ornate Clock

If you have been a regular reader of the Social Steve blog, you may have noticed that I have not posted for a bit – apologies. I have been blogging for about seven years and posting a weekly article, regularly. Recently, I have felt that my posts got a bit stagnant. I continually emphasized the importance of listening, engaging, and creating the ultimate customer experience for your audience. After about 300 articles, I find myself thinking maybe I have covered the topic in too many ways.

I had gotten a bit bored with my own writings so I figured maybe my audience had too. (Although I continue to get a strong number of pageviews – and I am very thankful to many for reading them.) But that is not always the case – especially when it comes to consumer or professional brands. I know it and you know it. We have all experienced a decrease marketing results at some point in our career.

Unfortunately I find an abundance of marketers that are “stuck in the same story” challenge. Each morning I Google “marketing” and look at the latest news. As I have suggested to others, “Great Marketers are Perpetual Students”. I want to keep up on everything – the latest trends, success stories, and information from experts. But I have to tell you that lately when I Google “marketing”, I feel like I am reading the same thing over and over again. I am bored and uninspired. The marketing world and people covering it need a kick in the @$$.

Could this be happening to your target audience – they are bored and uninspired because they are getting tired of your digital and mobile presence. Are you saying the same thing over and over again with a slightly different tone or shade of color?

If you want to continue to keep your audience engaged, interested, and advocating on your behalf, you must change it up a bit. Make sure you have data that shows what people are coming back to read. What people interact with, comment on, share, and like. And then everything else, change it up.

I have been leading social marketing and audience development for a startup since July 2015. In this position I had been producing a very good increase of marketing results as measured by growth of audience, followers, subscribers, and other KPIs (key performance indicators). In the past couple of weeks however, things began to diminish a bit. So my team and I started experimenting with some new things – the way we present our content, the content we cover, using new writers, curating different types of content. Mixing many things up. After a week and a half of doing so, we are seeing measured results snap back.

As I mentioned, I have been doing this since July 2015 … less than nine months. In that short period of time, it is easy to get overwhelmed by numerous responsibilities and stay comfortable in what you present to your audience. The lesson to be learned is that you need to regroup and brainstorm some new approaches to keep your existing audience engaged and excited while at the same time assessing new ways to capture a larger audience. I am sure your experience dictates that you need to do this. So …

Make It Happen,
Social Steve

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Filed under audience development, change management, marketing, marketing plan, Social Steve, SocialSteve

3 POVs That Define the Future of Brand Business

My professional mentality has been pretty simple for the past 8 years – evolve business marketing and strategy to follow the target audience. I bring that to my job day in and day out. I also bring that to my blog in my weekly writings that I share with you.

My blog is generally devoted to articles that are meant to help marketers be more responsible and effective at their roles. In the past month, I have written three articles that should be the guiding anthem for marketing. I did not plan it that way, but simply aiming for my blog objectives, the residual effect was writing a point of view (POV) trilogy that should define the future for successful brand business.

building a brand

Everything should always start with your target audience. It is all about them, not your brand. The democratized audience now has great control of brand reputation and position. Thus understand “The Dramatic and Fundamental Change in Marketing and What You Need to Do.” The article points out how to deliver marketing success in the age where consumer/client control has outpaced the power of businesses.

The next important change for brand marketing is the power of social marketing. Not social media, but social marketing. This means engagement with your target audience to increase awareness, consideration, loyalty, and advocacy. Not hard sales, but relationship building. You should really understand that “Social Media is NOT Social Marketing and Why It Matters.”

The changes and issues raised in the two previous referenced articles tee up “Why You Need a Chief Engagement Officer.” Your organization needs to take on change. Not for change sake, but as driven by the evolving nature and power of your target audience. While there are a few organizations making changes by adding the role of Chief Customer Officer (which is a good first step), I believe this role needs to go deeper by placing the responsibility of “engagement” with customers.

Companies are naturally resistant to change. But the current business environment demands the three changes as proposed in the three POVs, the articles mentioned. I categorically state you must make these changes to keep your brand relevant and your business successful. What is keeping you?

Make It Happen,
Social Steve

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Filed under brand marketing, brand reputation, brands, change management, company organization, marketing, social marketing, Social Steve, SocialSteve

Getting Social to Work at Your Company

I think one of the most difficult things for true social marketing professionals is to implement a successful social strategy and plan at their company. As I engage and converse with a number of social professionals I hear frustration from them. There is a significant delta between what they want to accomplish to be innovative and what their company is comfortable doing. Social professionals often look to do something different however their companies often look for proven social marketing and validation by asking, “who has done it.” If someone has already done “it” in social media marketing, “it” is not likely to capture a big audience and get a strong response.

So what do you do?

change

This week I read a great article from Bruce Turkel “Being Relevant, Empowering, and Significant.” The article reminded me of my career experiences. At times I was frustrated by doing what the company was comfortable with compared to doing what I knew would drive success. I would consider myself someone that has always pushed the envelope and years of experience have taught me how to be an innovator even in the eyes of innovation paranoia and business as usual mentality.

If you have read my blog before, you are likely to know that I am not a follow the pack guy. I call it like it is even if it bucks the masses or is short on corporate political correctness. This is my own branded persona in the digital marketing world. Yes, like the views of Bruce Turkel, I look to be relevant, empowering, and significant in my own social space. But truth is it takes a delicate approach when working with companies (both full time and consulting). As a thought leader you need to be bold and provocative. When working with companies that need to change you need to be bold, but less provocative. You need to get people to buy in and be comfortable.

“Getting Social to Work at Your Company” is really an exercise of successful change management. It is very difficult for any company to change the way they do things, and yet the audience behavior and technology demand companies do so.

I have two change management philosophies that have worked well for me in the 12 years of my marketing leadership career …

The rubber band approach – Everyone can be stretched beyond their comfort zone a bit, but when you push too hard they get to their snapping zone to the point where they do not trust you at all. This is the exact scenario with a rubber band. They all have elasticity, but when expanded too far, they snap. I do believe that as a person responsible for driving a new endeavor must take their stakeholders to some uncharted territory. And this means taking people to an uncomfortable place. Do so gently and not with a sharp push. A slow stretch and not too abrasive to cause a snap.

Positive viruses – virus are caused by passing a condition from one person to another. When you want to drive positive change, you need to first find the person or people that will likely go where no man or woman has gone before. The special person who really wants to change for good. Work with them. Make them the hero. Let them take the front of the stage and get the adulation. Be content being the director behind the seen. Once the effort is successful, shine a beaming light on them. Rally their success. Most people want to follow success. It is human nature. If you really want to drive positive change, allow others to shine and be content knowing you are the behind the scenes person that really throttled success. This is how you cause positive viruses … by planting a seed in one place, nurturing that seed and then letting the desire of continued success blossom and spread.

As we look to win over customers through long-term social commitment and strengthening relationships, we must do the same in the organization we work for and with. Build relationships and build trust. This is how social media success needs to be carried out. Not by a fantasy of revolutionary change. The same mentality must be invoked at changing your organization, company, and/or client. Hit singles and bring runners around to score. Don’t count on home rums. Yes, they come … be joyous when they do happen. But most likely, you will score by hitting a number of small hits in a continuous string.

Make It Happen,
Social Steve

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Filed under change management, leadership, social marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve

Do You Find it Difficult to “Make It Happen” ?

Make It Happen! – I often end my posts with this. I promote the power of social media. Do you find it difficult to move it forward in your organization?

Social media is like many other initiatives that are challenging to get organizations to adopt. I have had my fair share of “change management” responsibilities. I have found that legacy mindset and culture are often a block to change, even if not changing means demise.

So let me share with you my experiences of successfully invoking change management – and believe me, I’ve done this in some of the hardest places of all.

Think of the concept of “positive viruses.” A virus is “the causative agent of an infectious disease.” But what if this “causative agent” caused something that was infectious and promoted positive change – that’s what we want. The spread of positive change – this is successful change management.

In order to accomplish this, you want to share your social media ideas (or whatever it is you look to promote) with a wide breadth of people in the organization in one-on-ones or small audiences. Pay specific attention to your audiences’ body language. Be able to decipher who is really interested and who is simply giving polite “corporate interest”, but really will not partner with you. Body language is very telling. Look in their eyes. Look at their posture and arm positions. Note the difference between sparkle of interests in the eyes as well crossed arms versus open arms.

Select your “launch partner” wisely. Work closely with them. Educate them and be sensitive to their input and concerns. Implement a program with them. Tweak the initiative as necessary – you rarely get things perfect right out of the gates. Be patient and drive success on behalf of your partner. While you want to move your social media initiative forward, it is really about capturing success for the brand, organization, business unit or partner you work with utilizing your social media initiative.

And here the most important element of driving change: Once the partner sees measurable results, stand back; shine the biggest frigging light on them; applaud their success; promote their success. Give them all the credit. Just watch how the rest of the organization, business unit, or company begins to do what they are doing. Everyone wants to be successful and thus emulates success. No one wants to be showed up or left behind.

You need to be comfortable being the “director” of the performance and allow the “actors” to stand on stage and enjoy the adulation and applause. Go home. Look at yourself in the mirror. Be proud of the positive impact you are making. Be humble and kick @$$.

Make It Happen!
Social Steve

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