Inbound Social Marketing and Nonprofits

April 29, 2013

socialmedforsocialgoodI recently read Heather Mansfield’s book, Social Media for Social Good: A How-To Guide for Nonprofits. As I finished the book several thoughts came to my mind:

  1. Why have few nonprofits made major investments in inbound social marketing?
  2. How come nonprofits do not seem to understand the ROI or value of integrating social media across the organization?
  3. When will more nonprofits have a dedicated person for inbound social marketing?
  4. Why do many nonprofits think of inbound social marketing as an optional or add-on part of their overall marketing, PR, and donor development strategies?

As I thought through these questions, several possibilities came to mind based on my experience with nonprofits across the country:

  1. The entry cost for social media management and inbound marketing tools seems too expensive for many donation-based nonprofits.
  2. Determining the ROI for inbound social marketing campaigns means having a solid handle on existing data trends and intensely tracking and comparing the impact of social marketing campaigns across all channels.
    1. Integrating social across the organization is rarely heard of and usually relegated to the marketing department – never being considered for customer service, donor development, public relations, support, R&D, nor sales.
  3. Dedicated resources cost, yet if you want to do inbound marketing right it is worth the investment to get the right person or team in the door to monitor and manage it daily.
  4. Inbound social marketing is here to stay and works best when it is integrated across all departments: operations, HR, marketing, PR, IT, broadcasting, customer service, and development.

Certainly, some will push back on these ideas it is built on my experience interacting with nonprofits. It is unfortunate, but I can count on one hand the nonprofits that have a dedicated resource for inbound social marketing.

This is where Heather’s book comes in. Every nonprofit C-Level should read this book. While a few may see this resource as a primer, everyone will get nuggets of wisdom to apply to their organization. An excellent companion book for ROI and social analysis would be Social Media ROI by Olivier Blanchard.

Start With Benchmarks

Below is a list of benchmarks that Heather has seen through her years of experience with nonprofits. While these are not strictly to be adhered to they are excellent goals to shoot for.

  • 5000 fans/followers as a first tier goal
  • 10,000 fans/followers as a second tier goal
  • $2,500 – $10,000 annual budget for:
  • eNewsletters
  • List building
  • Donation landing pages
  • 20% email opens as a first tier goal
  • 25% – 35% email opens as a second tier goal
  • eNewsletter of 500 words with 1-2 updates per month
  • $12.48 is the average value of an email subscriber
  • Online giving should equal 25% of all organizational giving
  • 40-50 hours a week for social media management

Best Practices

I have also included a list of best practices that Heather recommends. Look at your organization and weigh these in light of your current situation.

Facebook

  • 6-10 posts per week (1-2 day)
  • Goal is for 1 comment and 3 thumbs up per each status update per 1000 fans
  • Ads equal $1.07 spent to acquire a fan

Twitter

  • “Old school” retweet 80% of the time
  • Auto-RT (retweet) 20%
  • 25% of all tweets should be replies and retweets
  • 4-6 tweets a day (20-30 tweets a week) 8am-8pm

YouTube

  • 1 video per quarter (3-4 per year)
  • Create a “Favorites” channel
  • Customize and brand your YouTube page

LinkedIn

  • 1-2 updates per week
  • 2 hours a month participating in online groups
  • Comment or participate 1-2 times per month to get your name out
  • Goal of group size should be 5000
  • Rotate “Manager’s Choice” discussions 2 times a month
  • Send group announcements 1 time a month featuring 3 articles
  • Launch a sub-group after the main group has reached 5000 members

Blog

  • Post 1-2 articles per week
  • Post summaries from events 1-2 days afterward
  • Choose only 1 category per post

FourSquare

  • Create a FourSquare Business Page
  • Add a reward for checking in or stopping by

Mobile

  • Link to mobile channels from mobile site
  • Text message open rate should be 90%
  • Send no more than 2-3 text messages per month
  • Expect to budget $10,000 to build a custom smartphone app
  • Promote apps for 2-3 months per year

Heather’s book if full of good information and how-to advice. You will especially like the checklists for getting started and tactical planning.

If you’re part of a nonprofit, purchase a copy of Social Media for Social Good and begin implementing the information immediately. If you have already been involved in social media marketing then compare your benchmarks for success to those above. You do not need to start with a big budget but in today’s world you have to be involved with inbound social marketing. It is not too late to catch up and you surely don’t want to get left behind.

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14 Tips For A More Effective Online Survey

December 20, 2011

By Dana Fine

Developing a useful, well-written online survey that extracts the information you need from your users can be a challenge. In this article, I will review 14 tips for creating a useful online survey.

  1. Write a brief, concise survey. Start with a mental framework that focuses on only what is essential to know. Ask questions only if the answers will give you the data you need and can use. Try to envision each question as its own specific theory that you are testing. In addition, research has shown that people skim and skip on the web, so your online survey completion rate will be higher if the survey is short and succinct.
  2. Try to begin the survey with interesting questions. Interesting questions will inspire the respondent to keep reading and complete the survey.
  3. Develop questions with answers in the proper format for your purposes. For example, if you believe your students need more time to complete the questions in your lesson, ask, “How long did it take you to complete the unit and accompanying questions?” with various time intervals as possible answers.
  4. Plan ahead of time how you and your company will analyze the information before you send out the final version of the survey. This may affect your questions and format when you realize that the statistical analysis you need to perform.
  5. Use the simplest language possible and respect the respondent’s dignity when constructing questions. Your survey respondents will undoubtedly come from many different groups.
  6. Use neutral language. The online survey is being developed to find out what your audience thinks and is not a forum for you to air your perceptions or opinions.
  7. Relax your grammar a bit so your questions do not sound too formal.
  8. Be sure to ask only one question at a time and put them in a logical order.
  9. Avoid double negatives, difficult concepts, and specific recall questions. Respondents are easily perplexed when trying to interpret the meaning of a question that uses double negatives.
  10. Try to use more closed-ended questions, with no more than one or two open-ended questions. Respondents usually have a better understanding of closed-ended questions because they are more straightforward and offer responses they can choose from. Open-ended questions require a written response.
  11. Scaled response questions should have answers that are at balanced, comparable intervals. For example, offering choices of excellent, very good, good, and terrible would cause you to miss important information in between the values of good and terrible.
  12. Whenever possible, responses should be developed as discrete amounts instead of general statements of quantities, with specific options from which to choose. It’s better to ask, “How many times a month do you go to the movies?” “0”, “1 to 3 times a month”, “3 to 5 times a month or more”, instead of “How often do you go to movies?” “almost never”, “once in a while”, “I am there at least once a week”, etc.
  13. Name your survey and write a brief introduction. It prepares them for what is to come.
  14. Craft a well-written subject line for the email you send with the survey to capture your respondents’ attention.

In summary, a well-written online survey has higher completion rates and is an effective method for gathering information.

About the Author:

Dana Fine is a Senior Instructional Designer at SyberWorks, Inc http://www.syberworks.com. SyberWorks is a custom e-Learning solutions company that specializes in Learning Management Systems, e-Learning solutions, and custom online course development. Dana is also a frequent contributor to the Online Training Content Journal.


Mobile Websites: Strategy Plus Tactics Equal Success

September 17, 2011

This is an article I wrote for the Five Q blog. Enjoy!

With the rise of mobile devices–laptops, tablets, and smart phones–having a clear mobile strategy is a must. If “strategy” is doing the right things, and tactics are “doing things right”, then there are multiple things to consider when creating a mobile strategy.

Data Analysis

Good decisions are made with good data. Reviewing your mobile trends in your web analytics tool will help you see trends as well as learn more about your mobile audience.

Key items to review in your analytics for mobile:

  • Mobile traffic on your website
  • Mobile devices used: iPhone, iPad, Android, Blackberry, etc.
  • Mobile browser usage
  • Top entry pages
  • Top exit pages
  • Bounce rate and more

Having a good understanding of how mobile users are accessing and viewing your web content will help you better set the direction for your goals and metrics.

Goals and Metrics

All good strategies begin by identifying your key goals for building and delivering your mobile brand. Some examples could include:

  • Expanding your reach
  • Increasing sales/donations
  • Usability for mobile users
  • New market outreach

Once your goals are established, then you can set your clear and concrete metrics for success. Some metrics for success could include:

  • 50% increase in page views for the website
  • 100% increase in time on website site
  • 25% increase in donations
  • 20% increase in contact form inquiries
  • Adding 1,000 new Twitter followers
  • Increase to 5,000 new Facebook fans

Remember that your goals and metrics should be grounded in data as well as flexible enough to adjust to keep pace with the activity your users are experiencing on their mobile devices.

Best Practices

Now that your goals and metrics have been established, you can consider some best practices in developing your comprehensive mobile strategy:

  • Mobile Visitor Goals and Mobile Surfing:
    • Visitor’s goals will be different when visiting the mobile website than when visiting the desktop website.
    • A Nielsen study from May 2010 showed that Americans spend the bulk of their time on their mobile phones checking email, visiting social networks, and reading the news.
    • Mobile users will often be interacting with mobile websites in 5-7 minute chunks of time.
    • Therefore, they will have less time and desire to read content.
  • Mobile Content:
    • The best mobile websites do not simply make the original website viewable in a mobile browser, but restructure the website to meet the needs and goals of the mobile user.
    • Content blocks need to be shorter than they are on the desktop version of a website.
    • Navigation needs to be limited to meet the immediate information needs of mobile users and should be action oriented.
  • Mobile Donations:
    • Making a donation may not be the first thing a mobile user thinks to do, but if the timing and ask are appropriate to the channel, increasing donations via mobile is an attainable goal.
    • For text message donations, you are limited to $5 or $10 per gift.
      • This may not be strategically aligned with your ministry/organization’s objectives to further develop donors who are able to give more or those who would be willing to donate more if approached properly.
      • The dollar limit may likely cause someone who would be willing to donate a larger amount to settle for donating $5 or $10 since it is the path of least resistance.
    • If using a donation form, make it as easy to use as possible, including pre-populating it with the visitor’s information when they access the link from email on their mobile device.

Responsive Design & Progressive Enhancement

A trending discussion about mobile design revolves around Responsive Design and Progressive Enhancement.

Responsive Design allows your site to be designed to perfectly fit a specific platform/environment–smart phone, tablet, or desktop–with a single design. Through specific adjustments to the website code and style sheets, the design scales and responds accordingly per the device. Here is additional information about responsible web design and its adaptations for mobile.

Progressive Enhancement, on the other hand, “is a way of designing web pages so that the more features a user agent supports, the more features the web page will have. It is the opposite of the design strategy graceful degradation that builds pages for the most modern browsers first and then converts them to work with less functional browsers.” (About.com) A how-to guide for progressive enhancement is provided by Webdesigner Depot.

Knowing that the design is also part of the user experience is something to consider when crafting your mobile strategy.

Deliverables for Your Mobile Strategy

Keeping the goals, metrics, data, and best practices in mind when developing your mobile strategy will lead to success. You will also want to include in your strategy:

  • Audience Analysis: clear definitions of your mobile users, trends for different demographics, and usage patterns
  • Mobile Sitemap: defining the core website navigation and pages for your mobile offering.
  • Mobile Wireframes: taking into careful consideration that your mobile audience will interact with your mobile website differently than on a desktop, establishing a clear information architecture for mobile will be key to ensuring no gaps exist in the user experience.
  • Mobile Design: with the information design complete, you can elevate your wireframes to life through your mobile design.

Be sure to work closely with your web team to ensure that your goals and metrics are clearly being met throughout the mobile production process. As technology continues to evolve, you want to be sure that your mobile strategic efforts grow with your brand.

Comment Below:


How To Improve Your Job Search – Deliver A Great Performance

October 2, 2009

By Dan Coughlin

Before you can deliver a great performance, you need to have an opportunity to perform. With at least 15 million Americans out of work, the importance of searching for and gaining a desired type of job may be of importance to you now or in the future or for someone you know. Or you might have a job, but want a different job.

The Definition of a Job
A job is an opportunity to create and deliver value for other people for which you are financially reimbursed. Both parts of that definition are important.

If you create and deliver value but don’t get paid for it, that’s a volunteer activity. I’m a big fan of volunteer activities. I’ve invested a great deal of time over the past fifteen years volunteering as the president of three different associations, teaching Sunday School classes at my church, and coaching youth sports. I’m guessing you have volunteered a great deal of time as well. Volunteer efforts are critically important. First, you might make a great positive impact on other people’s lives. Second, you might sharpen your skills in important areas. Third, you might meet someone who enhances your career. Volunteering is important, but it is not a job.

If a person receives financial reimbursement for an activity that does not create and deliver value for other people, he or she may be surprised when that activity is no longer considered valuable enough to keep around. Be sure that as you are being financially compensated you are also creating and delivering value. During a terrible recession sometimes valuable contributions are eliminated. But even during the best of times organizations will examine the value contribution of every role and decide if they are worth keeping around.

A Job Search is a Microcosm of a Business
Everything that is important in searching for a job is also important in running a successful business. Entrepreneurs naturally understand this because entrepreneurs are always searching for the next job, even though they call it the next “project” or “assignment.”

Every business, small, medium, or large, focuses on preparation, operations, research and development, marketing, branding, selling, innovation, problem solving, finances, legal issues, and building value-added relationships with customers and potential customers. Every one of these items is critically important in searching for a job.

Job Search Action #1: Be prepared.
Be ready for an employer BEFORE the employer is ready for you.

If a person has had a job for twenty years and then suddenly finds himself or herself without a paycheck, it can be a very difficult blow to the person’s self-esteem. The person may not clearly see the value he or she brings to life’s party. Consequently, I think it’s very important for the person to take exceptionally good care of himself or herself.

So my very first suggestion when you’re looking for a job is to physically exercise and get in the best condition you can be in. This is something you are in control of. Rather than working eight hours a day searching for a job, I suggest you carve out ninety minutes a day to warm up properly, exercise, and warm down properly. Even if this means walking around the block one time to get started, do it. As you begin to get in much better physical shape, you will strengthen your self-esteem and remind yourself that you are to a large degree in charge of your destiny.

Also, continually sharpen your mind and your skills. This is where volunteering can help you. Put yourself in situations where you have to execute in the types of areas you want to be hired for. If you want a senior-level executive position, volunteer to be a board member for a local or national organization. If you want a sales manager’s position, volunteer to organize a fundraising effort in your community.

Be prepared for an employer before the employer finds out about you.

Job Search Action #2: Research Before You Search
Before you start searching for a job, research the industry and any targeted companies you would like to work for. Learn everything you can. Talk to customers, go on line and study their websites, know the trends and challenges and opportunities in the industry and the organizations, and know who the most important movers and shakers are in that industry or organization.

Before I speak to an audience I always interview at least a dozen people, study as much information as I can get my hands on about the organization, and usually volunteer to go on site and observe people in their normal workday activities. When the actual job opportunity opens up, you will be infinitely better prepared if you’ve been doing your research all along.

Job Search Action #3: Clarify Your Value
Businesses sell products and services. You are selling yourself. You are the product and service that you are selling. Your product consists of your values, strengths, passions, knowledge, skills, and experience. Take out a sheet of paper. Under each of those headlines describe what you bring to a potential employer. Then think of an example that supports why you feel you bring that characteristic. Invest sixty minutes in this exercise. Pretty soon you’ll see that some employer is going to be very fortunate to hire you.

Job Search Action #4: Use a Comprehensive Marketing Program
When I speak to entrepreneurs and salespeople I often explain how some of my biggest business opportunities came from people I never would have expected to help me. I just didn’t know who was going to open a door for me or how big the room was going to be. And neither do you. Never write off the possibility that someone you don’t expect to ever help you might turn out to be the most important person in your career.

I used to be a high school teacher. I wanted to be a management consultant and business speaker. That was thirteen years ago. I taught freshmen algebra. The father of a sophomore whom I had taught the year before worked for McDonald’s Corporation. We connected on a very small school event. A year later he invited me to speak to a group of department heads at McDonald’s. That one speech led to me serving as an executive coach for more than 60 people at McDonald’s and to more than five hundred presentations to executives and managers at a wide range of organizations in over thirty industries.

Think of yourself as a business. Now think of all the ways this business can market what it has to sell to prospective buyers. When it comes to a job search you only need one perspective buyer to actually buy/”hire you.” The key is you may need to attract a mountain of opportunities in order to land one that you are really excited about.

Take out several sheets of paper. Start writing down every single person you know. Really challenge yourself to think of people who might know you. Write their names down. Let these individuals know specifically what type of job you want and what type of organization you want to work for. Remember: clarity is powerful, vagueness is not. You are trying to stir up a wide range of people who can recommend you to a potential employer. If they don’t specifically know what you want, what are the odds they are going to be successful in recommending you?

Go on the internet and be creative. Put in search words for the type of industry, organization, or job that you want. See what you come up with. Keep searching on-line to see if you can find a key person to contact. Intelligently use Facebook and Twitter to reach out to people to see if you can uncover opportunities for the type of job you want and the type of company you want to work for.

Attend meetings at organizations that help people find out about jobs. I’ve spoken at these organizations many times, and I’m always impressed by the quality of folks who attend their meetings. You never know who might know someone that you need to know. Don’t think of a job search as an embarrassing activity. Think of yourself as the CEO of a major company and you are letting the marketplace know about a great new product/service that will be of tremendous benefit to some customer/employer. Be proud of your job search and of what you have to offer. You are like a professional baseball player who just became a free agent. Be selective in whom you decide to play for. And make sure the financial compensation is what you consider to be fair and appropriate. If you go to work every day feeling that you are being taken advantage of, you may very well further hurt your self-esteem.

Job Search Action #5: Establish Your Desired Brand
A brand is the value customers think they get when they buy from a particular organization or prospective customers think they would get if they did buy from that organization. Companies don’t own the brand. The brand exists in the minds of their customers and prospective customers.

You have a brand as well. When potential employers think of you what is the value they think they would be receiving if they hire you? Do they think you are the best at resolving difficult obstacles, a master at negotiating complex contracts, or an expert at explaining in-depth technical information in ways that ordinary people can understand it?

Just as customers and potential customers rank products in their mind for a given category, potential employers rank candidates in their mind for a given position inside their organizations. What can you do to enhance your ranking in the minds of employers for the positions you want to be considered for? This is no simple assignment. It requires thought.

Job Search Action #6: Close the Deal and Sign the Contract
Searching for a job is not a job. A job is when you receive an opportunity to create and deliver value for other people for which you are financially compensated. You don’t have a job until you close the deal. That is, stay focused until you have worked out the details of what you are agreeing to do and the way in which you will be financially compensated. Then sign that contract or shake that hand, and get started on the job.

Instead of thinking of a job search as a once-a-decade activity, think of it as part of your professional life. Whether you have a job right now or not isn’t the point. The point is I encourage you to always sharpen your ability to search for a job. It’s really like running your own business, with you serving as head of research and development, marketing, and sales. Get yourself ready and go after the marketplace. It’s an exciting and challenging adventure, and it will bring out the best in you.

(Note: If you want the MP3 recording of this article, please send an e-mail to dan@thecoughlincompany.comwith “Job Search Article” in the subject heading.)

About Dan Coughlin
Dan is a student and teacher of practical processes that improve business performance. His purpose is to work with executives and managers so they achieve great performances. He is a business keynote speaker, management consultant, executive coach, and author of three books on management performance, including his newest, The Management 500: A High-Octane Formula for Business Success (AMACOM 2009). Read Chapter One from this new book free of charge. Dan’s clients include Coca-Cola, Abbott, Toyota, Prudential, Shell, Boeing, Marriott, McDonald’s, and the St. Louis Cardinals.


Stop “Some Day” Syndrome

February 18, 2009

Good tips from WikiHow

Everyone suffers from Someday Syndrome at some point in their lives, often catching it repeatedly. You probably have something similar going on in your life – a project, a task, a goal – that you just haven’t got around to doing yet. Right? It would be easy to quote Nike and say: Just Do It, but if it were that simple Someday Syndrome wouldn’t exist. Here are some key ways to cure Someday Syndrome so that you don’t need to suffer through a cure.

  • Be you.
  • Clear out the junk.
  • Know what you want.
  • Make a grand plan.
  • Take one step at a time.
  • Ignore the rest.
  • Get help.
  • Don’t compare.
  • Be uncomfortable.
  • Celebrate the process as well as the end.
  • Don’t stop at the easy point.

App Trap Uninstalls All Those Pesky Added Files

February 11, 2009

By E. Brown

My friend, Heath, introduced me to App Trap the other day and I do not know how I have lived with out. It is a great little app for the Mac and needs to be on every Mac computer (hear me Apple?).

I love trying new software. Yet, every time you download and install an application or trial version, files get placed in all kinds of places. Many apps come with an uninstall feature, but there are many that do not. Welcome App Trap. This free software (although you can make a PayPal donation, which I’d recommend) will save you all kinds of time hunting down pref files and other assorted library files.

Once you install App Trap it sits and watches what applications you download and delete. When you delete an app you will get a message asking you if you want App Trap to delete all the other associated files to that application. Once you say “yes” App Trap neatly rounds up all the files and plops them into your Trash. They are not gone until you empty your trash so you can easily retrieve them if you feel you’ve made a mistake. It is that simple.

Download a copy today and you’ll be singing it’s praises as I am. If you already have it or know of something better, comment below.

Enjoy!


How To Improve Your Learning

February 6, 2009

Kendra has some good insights about being a learner. Here she shares some effective ways to enhance your personal learning. I liked number ten. I think you’ll like this too. Enjoy!

By Kendra Van Wagner, About.com

I’m always interested in finding new ways to learn better and faster. As a graduate student who is also a full-time science writer, the amount of time I have to spend learning new things is limited. It’s important to get the most educational value out of my time as possible. However, retention, recall and transfer are also critical. I need to be able to accurately remember the information I learn, recall it at a later time and utilize it effectively in a wide variety of situations.

1. Memory Improvement Basics
I’ve written before about some of the best ways to improve memory. Basic tips such as improving focus, avoiding cram sessions and structuring your study time are a good place to start, but there are even more lessons from psychology that can dramatically improve your learning efficiency.

2. Keep Learning (and Practicing) New Things
One sure-fire way to become a more effective learner is to simply keep learning. A 2004 Nature article reported that people who learned how to juggle increased the amount of gray matter in their occipital lobes, the area of the brain is associated with visual memory. When these individuals stopped practicing their new skill, this gray matter vanished.

So if you’re learning a new language, it is important to keep practicing the language in order to maintain the gains you have achieved. This “use-it-or-lose-it” phenomenon involves a brain process known as “pruning.” Certain pathways in the brain are maintained, while other are eliminated. If you want the new information you just learned to stay put, keep practicing and rehearsing it.

3. Learn in Multiple Ways
Focus on learning in more than one way. Instead of just listening to a podcast, which involves auditory learning, find a way to rehearse the information both verbally and visually. This might involve describing what you learned to a friend, taking notes or drawing a mind map. By learning in more than one way, you’re further cementing the knowledge in your mind. According to Judy Willis, “The more regions of the brain that store data about a subject, the more interconnection there is. This redundancy means students will have more opportunities to pull up all of those related bits of data from their multiple storage areas in response to a single cue. This cross-referencing of data means we have learned, rather than just memorized.”

4. Teach What You’ve Learned to Another Person
Educators have long noted that one of the best ways to learn something is to teach it to someone else. Remember your seventh-grade presentation on Costa Rica? By teaching to the rest of the class, your teacher hoped you would gain even more from the assignment. You can apply the same principle today by sharing your newly learned skills and knowledge with others.

Start by translating the information into your own words. This process alone helps solidify new knowledge in your brain. Next, find some way to share what you’ve learned. Some ideas include writing a blog post, creating a podcast or participating in a group discussion.

5. Utilize Previous Learning to Promote New Learning
Another great way to become a more effective learner is to use relational learning, which involves relating new information to things that you already know. For example, if you are learning about Romeo and Juliet, you might associate what you learn about the play with prior knowledge you have about Shakespeare, the historical period in which the author lived and other relevant information.

Read More…


Comprehensive List of Best Business Books

January 25, 2009

Once again, friend and author, Dan Coughlin does his research and puts together a very comprehensive list of some of the best business books through the ages. I hope you find this list helpful. If you see some you have not read, I recommend adding it to your library this year. Enjoy!

By Dan Coughlin

In her terrific book, The Snowball: Warren Buffett and the Business of Life, Alice Schroeder wrote, “Benjamin Graham’s book, The Intelligent Investor had mesmerized Warren. For years, he had been going down to the library and checking out every book available on stocks and investing. Warren wanted a system, something that would work reliably. Warren more or less memorized the course textbook, Security Analysis, by Benjamin Graham and David Dodd. Buffett says, ‘The truth was I knew the book even better than Dodd. At that time, literally, almost in those seven or eight hundred pages, I could quote from any part of it. I had just sopped it up.’”

Through intense reading and experimentation, Warren Buffett became the world’s greatest investor and one of the richest individuals in the world. Imagine what such in-depth reading can do for your career.

Here are a variety of books I’ve read that I encourage you to consider. My hope is you will scan this list of more than 100 recommended titles, purchase two books for yourself, and read them. I really believe that business leaders are readers, and that one way you can improve your performance is by reading. But don’t just read your two books. Read them, capture a few key ideas that you want to implement, and move those ideas into action.

Here are my recommendations, which have been organized by topics:

Productivity
Less is More by Jason Jennings
Think Big, Act Small by Jason Jennings
It’s Not the Big that Eat the Small, It’s the Fast that Eat the Slow by Jason Jennings

Leadership
On Leadership by John Gardner
Personal History by Katherine Graham
My American Journey by Colin Powell
The Autobiography of Martin Luther King, Jr. edited by Clayborne Carson
My Experiments with Truth by Mohandas Gandhi
Walt Disney by Neal Gabler
Sam Walton: Made in America by Sam Walton
They Call Me Coach by John Wooden
Wooden by John Wooden
Leading with the Heart by Mike Krzyzewski
Leadership & Self-Deception by The Arbinger Institute
The Education of a Coach by David Halberstam
Gifted Hands by Ben Carson and Cecil Murphey
Think Big by Ben Carson and Cecil Murphey
Leadership is an Art by Max Depree
The Gettysburg Gospel by Gabor Boritt
Abraham Lincoln Great Speeches unabridged by Abraham Lincoln, John Grafton, and Roy Basler

Management
Inside Steve’s Brain by Leander Kahney
The Effective Executive by Peter Drucker
The Practice of Management by Peter Drucker
The Unofficial Guide to Power Managing by Alan Weiss
Winning by Jack Welch and Suzy Welch
Setting the Table by Danny Meyer
The Spirit to Serve by Bill Marriott

Teamwork
Organizing Genius by Warren Bennis and Patricia Biedermann
Sacred Hoops by Phil Jackson
Gung Ho! by Ken Blanchard
Team of Rivals by Doris Kearns Goodwin
Russell Rules by Bill Russell
The Winner Within by Pat Riley
A World Waiting to be Born by Scott Peck

Strategy
Only the Paranoid Survive by Andy Grove
Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne
The Discipline of Market Leaders by Michael Treacy and Fred Wiersema
Profit from the Core by Chris Zook
Beyond the Core by Chris Zook
Top Management Strategy by Ben Tregoe and John Zimmerman

Marketing/Branding
The Tipping Point by Malcolm Gladwell
Purple Cow by Seth Godin
Unleashing the Ideavirus by Seth Godin
Positioning by Al Ries and Jack Trout
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
Confessions of an Advertising Man by David Ogilvy

Innovation
The Art of Innovation by Tom Kelley
The Ten Faces of Innovation by Tom Kelley
The Elegant Solution by Matthew May

Organizational Performance
Built to Last by Jim Collins
Good to Great by Jim Collins
The Toyota Way by Jeffrey Liker
The Google Story by David Vise and Mark Malseed
Leading By Design by Ingvar Kamprad and Bertil Torekull
The Pixar Touch by David Price
The HP Way by David Packard
The Goal by Eliyahu Goldratt

Personal Effectiveness
Talent is Overrated by Geoff Colvin
Born Standing Up by Steve Martin
Living a Life that Matters by Harold Kushner
Raising the Bar by Tim Rosaforte
Man’s Search for Meaning by Viktor Frankl
How to Win Friends and Influence People by Dale Carnegie
How to Stop Worrying and Start Living by Dale Carnegie
It’s Not About the Bike by Lance Armstrong
The Dip by Seth Godin
Big Russ and Me by Tim Russert
Authentic Happiness by Martin Seligman
From Promise to Power by David Mendell
Blink by Malcolm Gladwell
Tuesdays with Morrie by Mitch Albom
The Other Side of Me by Sidney Sheldon
Secrets for Success and Happiness by Og Mandino
Jonathan Livingston Seagull by Richard Bach
I Dare You by William Danforth
The Seven Habits of Highly Effective People by Stephen Covey
First Things First by Stephen Covey
The Essence of Success by Earl Nightingale
The Strangest Secret by Earl Nightingale
Law of Success by Napoleon Hill
Success through a Positive Mental Attitude by Napoleon Hill and W. Clement Stone
Think and Grow Rich by Napoleon Hill
A Treasury of Albert Schweitzer edited by Thomas Kiernan

Investing
The Snowball by Alice Schroeder
Warren Buffett Speaks by Janet Lowe

Sales
The Greatest Salesman in the World by Og Mandino

Inspiration
The Greatest Miracle in the World by Og Mandino
The Last Lecture by Randy Pausch

Consulting
Million Dollar Consulting by Alan Weiss
Getting Started in Consulting by Alan Weiss

Physical Fitness
The Best Life Diet by Bob Greene

Problem Solving
The New Rational Manager by Ben Tregoe and Charles Kepner

Presentations/Writing
Pop! Stand Out in Any Crowd by Sam Horn
Presenting with Pizzazz by Sharon Bowman
Ask Not by Thurston Clarke
The Dream by Drew Hansen

Global Trends
The World is Flat by Thomas Friedman
Hot, Flat, and Crowded by Thomas Friedman
The Age of Turbulence by Alan Greenspan

Management Lessons from Auto Racing
One Helluva Ride by Liz Clarke
At the Altar of Speed by Leigh Montville
The Enzo Ferrari Story by Enzo Ferrari
Winners are Driven by Bobby Unser
Racing to Win by Joe Gibbs
McLaren Formula 1 Racing Team by Alan Henry
Racing Back to the Front by Jeff Gordon
Michael Schumacher by Christopher Hilton

Management Lessons from the American Revolution
A Leap in the Dark by John Ferling
1776 by David McCullough
The Summer of 1787 by David Stewart
American Creation by Joseph Ellis
Thomas Paine by Craig Nelson
Thomas Jefferson by R.B. Bernstein
Common Sense by Thomas Paine

About Dan Coughlin
Dan Coughlin works with large and mid-size companies to improve their business momentum. He is a business keynote speaker, management consultant, and author of ACCELERATE: 20 Practical Lessons to Boost Business Momentum. He speaks on leadership, branding, sales, and innovation. His next book, The Management 500: A High-Octane Formula for Business Success is due to be published in May 2009.


5 Questions To Improve Email Response Rates

December 3, 2008

By Paul Broni | Inbox Interactive

Before you write the copy for your next email marketing effort, ask yourself these five questions and write down your answers:

Question 1: What problem does your target audience have?
You only need a few sentences here. Your prospect needs to know that you really understand her. Remember, we’re not writing copy yet, so you don’t need to be creative here. Rather, we’re developing a framework that we will turn into great copy.

Question 2: What have been the obstacles to the problem’s solution?
Again, this answer can be short, with just a few factual sentences. You need to identify what the historical roadblocks were to the problem’s solution in the past. Think about what’s been keeping the problem from getting solved.

Question 3: What is possible because of your product or service?
You’re getting ready to set the stage for what your prospect’s life will be like after buying your product or service – your solution. The answer to this question should paint a picture so the prospect can see himself enjoying the benefits.

Question 4: How is your product or service different?
Write a few sentences on your Unique Selling Proposition (USP). Your USP is what sets you apart from your competition in a favorable way. Your USP is what gives your business the advantage from which your clients and customers benefit.

Question 5: What do you want the prospect to do?
This is the call to action. Think about what you want the recipient to do. Sign up for something? Call you? Register for an event? Make a purchase?

With this framework in hand, you are on the way to crafting copy that will elevate your email marketing results.

-Source: Paul Broni has been a partner at Inbox Interactive since 1998.


Guy Kawasaki’s Reality Check

November 14, 2008

I am reading Guy Kawasaki’s book Reality Check. Here’s little bit about the book from the author. Enjoy!

Posted with vodpod

Source: BNet.com


5 Tips To Quickly Brand Yourself Online

November 13, 2008

By Kirsten Dixson

If you haven’t figured out that you are being Googled in your job search just as frequently as you are Googling your business contacts, then it is time to enter the world of modern career management. Whether you want to or not, you must develop and maintain some kind of professional online profile and recognize that people are forming opinions about you based on what they find after typing your name into a search engine.

Your own approach to online reputation management will be dependent on your career goals and personal comfort level with becoming visible online. Ideally, everyone would invest in a customized online portal for his or her personal brand (see examples). When you have your own blog or website designed, you have total control over how you present yourself. However, if you have limited time or funds, you may be wondering what you can do to establish or extend your online brand quickly and economically. Here are five free resources (some also have paid services):

1. www.Naymz.com. Think of Naymz as the 411 to your online identity. Not only can you create a profile, but you can also point people to all the other online content that you want them to see. This includes your other social media profiles (i.e. Facebook, Twitter, YouTube, etc.), websites, articles and relevant links. You can upgrade your account to have Naymz buy your name in the paid search results so that you get guaranteed first page placement on the leading search engines. A paid listing can be especially helpful if you have a common name, digital dirt or are impatient to show up in the natural listings.

2. www.BusinessCard2.com. BusinessCard2 is a virtual business card that is designed to show up in your search results. In addition to a downloadable vCard with contact information, you can include a bio, recommendations and attachments such as a resume, presentations, articles and photos.

3. www.LinkedIn.com. LinkedIn is a must for every business professional, and it’s not just a networking tool. Create your profile at LinkedIn, and make it public. Chances are that you already have a LinkedIn profile, but you haven’t gotten it ready for public consumption. LinkedIn has good “Google juice,” so your public profile will typically rank high in the results when someone searches for your name. (If you have a common name, be sure to include qualifiers as keywords in your profiles. When people type your name into the search box and they get millions of results, they will begin to narrow down their search by the name of your latest employer or MBA program, your specialty, job title or location.) You can control what elements appear on the public Internet versus the content that only gets displayed to your LinkedIn contacts. Write a keyword-rich, easy-to-digest profile that showcases your value to your target audience and request endorsements from contacts that support your claims. The best way to get endorsements from people is to go ahead and endorse them. LinkedIn will prompt them to return the favor so you don’t have to. Recruiters value LinkedIn endorsements because you cannot edit them (but you can decide not to use them). Also keep in mind that the size of your network will display as part of your public profile and judgments may be made about having too many or too few connections. The right quantity for you is purely subjective, but know that the intention of LinkedIn is to connect with only those you actually know and would recommend to others in your network.

4. www.VisualCV.com. VisualCV takes having your resume online to the next level by allowing you to back up your achievements with proof of your performance. Think of it as an online, multimedia executive portfolio that is template-like in design (your site looks like all the other VisualCVs). You can upload or link to relevant content that supports your claims and also control who sees what.

5. www.Alltop.com. I strongly advocate publishing articles or posting thoughtful blog comments related to your area of expertise. Searching Alltop will help you find the websites and blogs that would be effective in reaching your target audience.

To avoid possible confusion and more work later, don’t start using any of these online identity management resources before you take the important first steps of discovering and articulating your personal brand. Ask yourself, what is my unique promise of value or value proposition, and how can I differentiate myself from others who are vying for the same opportunities? Write one compelling social networking bio that you copy and paste consistently across all of your online profiles. To make a great first impression, you will also want to get a professional headshot since people are often meeting you online before they meet you in person.


The 10 “Cannots”

November 7, 2008

Don’t know what you may think of Dave Ramsey, but there is no doubt he has helped many people become financially free. Here is a list Dave has recently been using on his daily radio program . Enjoy!

By William J. H. Boetcker (wrongfully attributed to Abraham Lincoln)

  1. You cannot bring about prosperity by discouraging thrift.
  2. You cannot strengthen the weak by weakening the strong.
  3. You cannot help the poor man by destroying the rich.
  4. You cannot further the brotherhood of man by inciting class hatred.
  5. You cannot build character and courage by taking away man’s initiative and independence.
  6. You cannot help small men by tearing down big men.
  7. You cannot lift the wage earner by pulling down the wage payer.
  8. You cannot keep out of trouble by spending more than your income.
  9. You cannot establish security on borrowed money.
  10. You cannot help men permanently by doing for them what they will not do for themselves.

How To Find Out About A Company Culture Before You Choose To Join Their Ranks

November 6, 2008

By Barbara Safani

I often remind my clients that when they are interviewing for an open position, they are interviewing the employer as much as the employer is interviewing them. By paying attention to the subtle clues in the office environment, job seekers can gain a better perspective on the culture of the company or division. This way candidates can make more informed decisions regarding fit. Here are a few tips to help you size up the work environment of the company you are interviewing with.

1. If possible, schedule your interview early in the morning, late in the day, or during lunchtime. When you arrive look around and see who else is there at that time. If you have an early morning or early evening appointment and the office is packed, chances are that the culture is one that necessitates coming in early or staying late. If you interview during lunch and everyone seems to be eating at their desk, that could be a clue about the culture of the organization. If you are interviewing with a company that has a company parking lot, observe how full the lot is during these hours to determine if late nights or early mornings are part of the culture of the entire organization.

2. Ask to do a walk-through of the office. If you have made it to the second round of interviews, consider asking to see the office space. This allows you to canvas the physical space, but again gives you important clues about the office culture. Is the set up cubicle style, big open spaces, windowed offices, or a lot of closed doors? Does the space appear clean, well maintained and feel like a place where you would feel comfortable and safe?

3. Make small talk with the receptionist. This is important for several reasons. Many hiring authorities ask the receptionist their impressions of candidates that come in to apply for jobs. Make sure their first impression of you is positive. Through your conversation, you may gain valuable tidbits of information or see firsthand what types of people come through the reception area and how they interact with each other.

Note any interruptions during the interview. Again, this could be a sign of what it’s like to work in that particular environment. Did your interview start on time or were you kept waiting? Is the interview conducted in a quiet environment behind closed doors? Does the person interviewing you interrupt the flow of the meeting to take phone calls? Does the interview end abruptly due to some sort of office crisis? While there are some hiring authorities that “stage” interruptions to see how you deal with them, I truly believe that for the most part these are not planned. Instead, this can be indicative of the department’s culture or the hiring manager’s style.

4. Observe preferred communication styles. How were the interview and follow-up meetings arranged? Were they set-up by email, phone, or snail mail? Does the company prefer one-on-one or group interview formats? Did the hiring manager give you any technical tests or assessments as part of the interview process? By observing the different ways companies interview and gather information, job seekers can begin to uncover how information is managed and validated by members of the organization.

Of course, no interview scenario is perfect and I’m not suggesting that you penalize a company or hiring authority if a glitch occurs during the interview. But it is important to observe the rhythm of the office and factor that information into the final decision making process. What have you observed during your interviews and how has that information influenced your feelings about a company or a job?

Barbara Safani, owner of Career Solvers, (www.careersolvers.com), has over twelve years of experience in career management, recruiting, executive coaching, and organizational development.


35 Tips Toward An e-Learning Plan For Your Organization

October 24, 2008

I saw this, of all places, on the San Diego City College site under their military education department. It is really, quite a well put together list of tips, things to do, and think about when forging out into the world of online learning and training. Enjoy!

1: First Things First

The “e” in e-Learning stands for education — we too often forget that — it is not about bandwidth, servers, and cables. It is about education – first and foremost.

2: Find Your Roadmap

Do your homework understanding the basics of e-Learning — terminology, types of systems, resources available. The task seems daunting at first, but keep reading, asking questions and recognize that it is a cumulative process.

3: The Times They Are-a-Changing

Training organizations must rethink their mission, redesign their metrics, and retool their staff. From “We deliver classroom training that we think someone might need” to “We work with the entire company organization — senior management to individual learners — to provide whatever is needed at each stage of the learning life-cycle”; From “butts in seats” (or even “happy butts in seats”) to “discovered gaps addressed and met effectively as shown by multiple levels of assessment”; From “stand-up trainer” to “multi-modal consultant” (or from “a cadre of stand-up trainers” to “a team of learning specialists: analysts, assessors, designers, builders, and deliverers.”)

4: There is a Place and a Time For Everything

Be assured that e-Learning is not a silver bullet. Refrain yourself from using e-Learning for every training/learning opportunity. There is a place for e-Learning, but it is not appropriate in every circumstance.

5: Know & Respect

Know your team/role expectations and then communicate effectively with the entire team. I suggest brainstorming with the team to determine the most effective way and including IT resources. Respect all team members.

6: Start Small, Grow Later

If you’re just starting out with e-Learning, target a course that is small but high visibility for your organization. After it is deployed successfully, developing future courses will become more easily acceptable.

7: Learning Is Learning Is Learning

e-Learning is just a media, a small “e” in front of learning. Thus, everything fundamental about learning applies as well.

8: e-Learning = Learning

Be sure to wrap the e-Learning experience with pre-work and/or communication (motivation and preparation), real-time support (either on-line or a point of contact), and post-learning transfer activities (further coaching from manager, follow up communications, post-learning reading and activities, etc.) Just because it’s e-Learning doesn’t mean we should forget all the things we know about adult learning, moving new skills to performance, and enhancing memory.

9: The e-Learner’s Pledge

Recognize the skills that serve e-Learners well: Self Advocacy : “I need to learn”; Self Sufficiency: “I am responsible for my learning”; Self Confidence : “I can Learn”; Learning Process: “I know how I learn” and Self Evaluation: “I know whether I am learning.” Without this recognition, e-Learning is at best acknowledged as difficult.

10: Put Your Toe Slowly In The Water

Be slow with the ‘e’ in e-Learning. It’s always about learning first.

11: Don’t Fix What Isn’t Broken

Sometimes the classroom is the best solution. Keep an open mind and don’t create e-Learning just for the sake of having e-Learning.

12: The Rules Of The Game

Focus on people, then on corporate needs, then on technology.

13: Those That Can, DO

For e-Learning to be effective in business, it has to support “doing,” not only learning. Go back to a fundamental concept in education: behavioral objectives. After an e-Learning session, the student must be able to DO something, not just know something. If you can’t state a behavior that the student can do after the e-Learning session, you may have used the e-Learning tool as a hose to spray a thirsty student instead of as a glass.

14: Unite, Don’t Divide Your students

Before introducing e-Learning, find out more about the basic skills of the students. What proportion use a PC at work? What proportion have the required PC skills? What proportion are able to undertake e-Learning in the working day without prior clearance with a boss? The answers to these questions are critical in designing the overall strategy (and especially important at implementation time). If ignored, there is a possibility of creating or accentuating a digital divide in the students.

15: Show Me The Way

If the main reason you want to implement e-Learning is to save money … stop and ask for directions.

16: Do You e-Learn?

Make sure you experience being an e-Learner yourself before you attempt to deliver a course online.

17: Become an e-Learner

Experience e-Learning first hand to understand the student’s point of view in an e-Learning situation. What are the frustrations? What becomes easy? What do I, as the student, need to do differently? Do I have enough access to my instructor? Do I have access to the other learners? Do I feel connected to the class? Shut out and lonely? By putting oneself in this situation, trainers can begin to understand what they need to build into their design to assist the learners, who are also making the transition to e-Learning.

18: The “Hard Stuff’ Is The “Soft Stuff’

What’s hardest about e-Learning isn’t really the design, development, and technology. What’s hardest about e-Learning is getting learners motivated and organizations energized. Spending time on the “people-side” of e-Learning will pay great dividends.

19: Bottom Line

E-Learning is like any other benefit – staff will not use it if they (a) don’t know about it, (b) don’t understand it, or (c) don’t get it free.

20: First Time?

Consider blending e-Learning with classroom learning as a short mandatory component. This may help people to become comfortable with e-Learning if they haven’t tried it before.

21: Fill The Gap, Don’t Patch It

Do yourself, your organization, and/or your clients the favor of doing the preliminary footwork necessary to honestly determine whether the targeted reason for the proposed training will actually be affected by training. For example, is the “gap” something that can be narrowed via training, or does the underlying reason for the gap lie elsewhere (internal communication, company culture, management, tools, etc.)? Often times large efforts and budgets are expended building solutions to the wrong problems. Take a little time and money up front to properly analyze what should be done and why – it’s a step that will undoubtedly pay for itself several times over (either by preventing unnecessary training from being developed, or by focusing the purpose of the training that is needed).

22: One Step At A Time

First step: think about Learning. Second step: think about e-Learning.

23: Begin By Connecting The Dots

Always always always start with the business need the e-Learning is intended to meet. If you can’t draw a straight line from the course or Performance Support you are proposing to a bottom-line business result, then don’t do it. The only valid way to “make a business case” for e-Learning is to start with the needs of the business.

24: Training Is For Life

If you believe that your training is finished, you may be trained but you are finished.

25: Just Getting Started?

Making It Required May Lead To Success

Often an e-Learning course is successful because it is required. Associating a test with the completion of the e-Learning effort could lead to success especially in an environment new to this method of learning.

26: So Well Said!

On the road to e-Learning, make sure that Learning is in the driving seat, and Technology is in the passenger seat with the map. Learning decides the destination, Technology helps you get there.

27: Start From Square One

Analyze if/when online learning makes sense in your organization. Perform a needs analysis. Is there management buy-in? Do learners have access to the right equipment and software? Analyze which e-Learning delivery method is best: Blended/Hybrid Courses (part classroom, part online); Synchronous (online course, with instruction taking place in real-time via the Internet); Asynchronous (courses taken independently with minimal instructor support).

28: Don’t Get Myopic About e-Learning

E-Learning is only one of the many, many resources available to you to meet your organization’s learning needs. Use it appropriately. I got caught up in the hype until I was forced to step back and gain perspective about all the available tools and resources. As a result, my toolbox is now equipped to handle each job in a more effective and efficient manner.

29: e-Learning = Change

Treat e-Learning as a “Change Initiative,” not just another training program. E-Learning will represent a behavior change for most employees so you and your trainers need to act as “change agents.” If your organization has a Change Management discipline, use some of the techniques to guide you as you implement.

30: Look For Grants In All The Right Places

For associations and other non-profits, look for grants and other funding sources to get started in distance learning. We identified three curriculum development projects of key importance to the conservation profession and I was able to find funding for at least portions of all three, including assistance for our initial venture into distance learning. Once we gain experience, expertise, a body of courses, and (happy) learners, we anticipate that future projects will be more time and cost-effective.

31: Practice Safe e-Learning

For your first attempt to launch e-Learning in a slightly skeptical organization which has accepted the Business Case but is awaiting the outcome with interest, select a topic of enterprise wide significance which is needed by as many employees as possible and has to be delivered in a very short time. The message is to focus on an operational problem/challenge, see it as an opportunity to “‘sell” the e-Learning, produce something good but simple and practical, and go for it. Don’t begin with management development topics where the immediate gain may prove more difficult to specify to everyone’s satisfaction. Be safe, but effective.

32: Use e-Learning To Solve Specific “Pain Points”

Don’t go for an all-out Napoleonic attack with e-Learning, it might just result in your Waterloo. Rather, focus on a few pain points that can be best solved with e-Learning and just go after these.

33: Use e-Learning To “Info-Include”

e-Learning is a very good way to allow people to acquaint themselves with computers and the Internet. If you have “info-excluded” people that you want to involve and gain exposure to IT, try e-Learning with any content that helps this person to develop their competency on the job.

34: The Grandma Rule

If you are just starting out with e-Learning in your company, assume that your people know as much about computers as your grandmother. Then you won’t be too off base as you work towards changing their paradigms.

35: First Impressions Stick

Make sure a learner’s first experience of e-Learning is a good one or else they won’t try again.


5 More Reasons To Love Your Mac (PC Magazine)

October 7, 2008

I saw this nice little article on PC Mag.com and had to share. Some of these I knew and some are now favorites. Enjoy!

Everyone has secrets—even your Mac. And your Mac may be your friend, your best friend, or even your only friend, but there are still a few things it’s not going to share with you no matter how close the two of you are. Did you know that your Mac can proofread—out loud? That it can help you create new keyboard shortcuts in most apps? Are you familiar with its security tricks? Its productivity skills? Come along as we uncover some of your Mac’s more exotic capabilities. Some you probably already know about. But we’re willing to wager that most will be new to you, though they’ve all been around at least since Panther (OS 10.3) and some have been a part of the Mac experience for as long as we can remember. Let’s get started.

Read more…

(Image Credit – PC Mag.com)

Branding You – Why Personal Branding Is So Important In Today’s World

September 24, 2008

By Scott Lahde

Remember all the talk in the late 90s of the “brand called you?” Well, much has changed in the past 10 years – including the way we conduct a job search and the way we network with each other. But the original concept of branding yourself, especially in today’s competitive marketplace for plum roles and positions, is more relevant than ever.

Sure, you have a LinkedIn page. Perhaps you’ve signed up for Naymz and one of your colleagues invited you to join NotchUp or even one of the newer business social networks like Ryze. More and more online business networking opportunities are sprouting up every day. You may have even designed a personal web page with your professional credentials.

That’s a good start, but is that enough to build your own personal brand? No.

Focus on Number One
As executives in marketing, advertising and sales can certainly attest, marketing a company’s product or service, generating sales leads and enhancing the brand is paramount to company success. So why wouldn’t you use that same approach for yourself? Sound too self-serving? Think again.

Really successful executives, the ones that are consistently written about, quoted as experts, and asked to partner with top executives and companies, do one thing and do it well. They promote themselves and their expert opinions.

Creating an online profile in a number of places and monitoring your online presence is definitely important, but if you ignore your real world presence, you’re cutting your own legs. Busy executives pour through hundreds of emails and view scores of web pages each day. Will your digital communication or web presence stand out among the deluge of daily digital information? Well, it’s a big challenge.
What will be remembered is poignant, real world interaction.

Make it Real
You can generate this sort of interaction and attention for the “brand called you” in a dozen different ways. However, the three ways that have had the biggest impact and are often a catalyst for more opportunities are:

  1. Participating in industry trade groups and associations
  2. Speaking at prominent industry events
  3. Writing well-crafted, by-lined articles in trade publications

In a sense, think back to basics. Some may scoff at the notion of participation at the trade level. Whether it’s engineering, finance or technology, the trades are not nearly as glamorous as being featured in Forbes or Fortune or speaking at Davos. But let’s be realistic, only a very small handful of people are invited to participate at those high levels.

So don’t scoff at them – embrace your trades! It will be your entrance to bigger and better things. Everything is cyclical – a trade article could lead to being selected for a speaking engagement, which leads to being quoted in a news article, which leads to a panel opportunity, which leads to being interviewed on television as an industry expert. You never know. Your participation with Beer Advocate magazine six months ago could have led to being asked to comment on the mammoth Anheuser-Busch/InBev merger.

Be Memorable
The same holds true for conferences, conventions and industry association events. You certainly don’t need to attend every single one in your industry, but select a few key events and really focus on your personal interactions. You may be a sales person for your organization, so of course one of your goals might be generating sales leads, but don’t make the mistake of ignoring your other goal – selling YOU.

Focus on real world interaction with people. Have the kind of conversations that will make people remember you, not run the other direction because you are hounding them. Be genuine. Be thoughtful. Find ways you can help people as much as they can help you. These tenets may seem natural to some, foreign to others, but in any case, they will go a long way in building your brand.

In Short
Create this simple litmus test: Is what I am doing improving my brand, both online and off-line?

Remember: Networking is not about collecting as many business cards as you can. It’s about quality over quantity.

I recently attended a conference and during the networking portion I was approached by a gentleman who quite frankly told me that his boss told him to attend the conference and hand out his business cards. He then offered me his business card and walked away.

Obviously, his business card was immediately circular filed the same way I file random online invites when I receive them. Do yourself a favor – don’t be that person.

Scott Lahde is a 15-year veteran of the communications industry and is Vice President, Associate Director of Corporate Communications at Deutsch Inc., a $2.5 billion top-ten, bi-coastal communications agency.


Interviewing 102: Make a Difference

September 15, 2008

By Dean Tracy

As I coach candidates on job search and interview tactics globally, I admit that there is a bit of a science to nailing the second round interview. If you have the proper formula, you may be the only candidate to make a lasting impression that the company will not soon forget!

Chances are good that if you’re being invited back for a second round of interviews, then you’ve made a good initial impression and have something that they want. That said, besides charisma and all of the right answers to their questions, what will you bring to the interview that will impress them enough to use your interview as the standard against which to grade all other candidates?

Answer: Your 60/90-Day Strategic Plan.

During your first interview, you probably heard all about the pain-points that are driving the hiring manager crazy. This includes project deadlines, technology initiatives, budgets, client visits (if you’re in Sales), revenue goals and so on. Additionally, you may have noticed that they never seem to have enough people on staff!

If you’ve asked the right questions in your first round of interviews, and you are truly excited about this potential opportunity, then you should have a pretty good idea as to what you will do to be successful in this role. You should be able to identify at least a 60/90-day strategic plan, based upon your knowledge of the role as it is today.

If used carefully and properly, your strategic plan can be “The Difference Maker” for you in your second round of the interview process.

Three of the primary factors that demonstrate your value proposition, and will drive your success in this new potential role are as follows: having a vision / overview for the job, establishing trust with clients and colleagues, and being able to identify and set goals and objectives. Let’s go into each of these in depth.

Vision / Overview
Based upon what you have heard in the interview, you should know the vision / overview of the department or company. What impact will you make within your first 60/90 days that can be tied back to the company reaching its goals?

Consider the following when drafting your plan:

Know the Product
Establish a working knowledge of products or services to create long-term value in your employment.

Be Credible
Become a leader among your peers by spearheading initiatives, collaborating with the leadership team, or presenting to your department.

Establishing Trust with Clients and Colleagues
Establishing trust is essential for success in any role. What will you do to establish a high degree of trust within your piece of the company or amongst your peers

Make Introductions
Meet with key stakeholders in the company or department. This is beneficial on all fronts. It offers an opportunity for you to demonstrate your skills, but also allows you to get their perspectives on the company and projects.

Share Expectations
Understand the leadership team’s expectations. This is paramount to your success. Investigate revenue objectives, if possible, to set your personal goals. Think about setting “best practices” that may be beneficial to the company and your role. This will include understanding client needs and identifying what may have been learned from any mistakes along the way.

Create Buy-In and Set Priorities
Identify how you will partner with the leadership team to create attainable goals for success. Fully understand the company mission statement and be able to share it with others. This represents a degree of commitment and clarity on the corporate goals.

Goals and Objectives
Setting goals and objectives is simply good business practice. You need to fully understand your new role in order to be successful, and you must approach it as a business. In doing so, it’s critical that you identify your personal goals and objectives for success in this new capacity

Determine the Objectives
Educate yourself daily on a new aspect of the company, the expectations or the job. Establish product expertise within the first 30 days of employment. Build cross-departmental relationships with departments that are responsible for supporting your success.

Shape a Methodology
Identify the steps that you will take to accomplish your objectives. For every objective that is listed, you should have a supporting methodology for the accomplishment.

Reflect on Success
Identify how you will evaluate or measure the success of your contributions.

Setting yourself apart from the rest of the candidates is mission critical to having a lasting impact on the person or team that is interviewing you. No doubt, you’ve heard the phrase “raise the bar.” My perspective is that the candidate before and after you can raise the bar all they want. By entering into the second round interview prepared with a 60/90-Day Strategic Plan, you are sure to launch yourself over any bar that is set before you!

Dean Tracy is a Professional Recruiter, Public Speaker and Career Coach based in Northern California. He also serves on the Leadership Team for Job Connections.


Top 5 Reasons To Be A Jack-Of-All-Trades

September 11, 2008

By Tim Ferriss

Are the days of Da Vinci dead? Is it possible to, at once, be a world-class painter, engineer, scientist, and more?

“No way. Those times are long gone. Nothing was discovered then. Now the best you can do is pick your field and master it.”

The devout specialist is fond of labeling the impetuous learner–Da Vinci and Ben Franklin being just two forgotten examples–”jack of all trades, master of none.” The chorus unites: In the modern world, it is he who specializes who survives and thrives. There is no place for Renaissance men or women. Starry-eyed amateurs.

Is it true? I don’t think so. Here are the top five reasons why being a “jack of all trades,” what I prefer to call a “generalist,” is making a comeback:

5) “Jack of all trades, master of none” is an artificial pairing.

It is entirely possible to be a jack of all trades, master of many. How? Specialists overestimate the time needed to “master” a skill and confuse “master” with “perfect”…

Generalists recognize that the 80/20 principle applies to skills: 20% of a language’s vocabulary will enable you to communicate and understand at least 80%, 20% of a dance like tango (lead and footwork) separates the novice from the pro, 20% of the moves in a sport account for 80% of the scoring, etc. Is this settling for mediocre?

Not at all. Generalists take the condensed study up to, but not beyond, the point of rapidly diminishing returns. There is perhaps a 5% comprehension difference between the focused generalist who studies Japanese systematically for 2 years vs. the specialist who studies Japanese for 10 with the lack of urgency typical of those who claim that something “takes a lifetime to learn.” Hogwash. Based on my experience and research, it is possible to become world-class in almost any skill within one year.

4) In a world of dogmatic specialists, it’s the generalist who ends up running the show.

Is the CEO a better accountant than the CPA? Is Steve Jobs a better programmer than the iTunes VP of Engineering? No, but he has a broad range of skills and sees the unseen interconnectedness. As technology becomes a commodity with the democratization of information, it’s the big-picture generalists who will predict, innovate, and rise to power fastest. There is a reason military “generals” are called such.

3) Boredom is failure.

In a first-world economy where we have the physical necessities covered with even low-class income, Mazlow’s hierarchy of needs drives us to need more for any measure of comparative “success.” Lack of intellectual stimulation, not superlative material wealth, is what drives us to depression and emotional bankruptcy. Generalizing and experimenting prevents this, while over-specialization guarantees it.

And what are the #2 and #1 reasons? Find out here…


14 Best Google Doc Tricks

September 9, 2008

  1. If you install Google Gears, you can edit Docs word-processing documents offline, and Docs automatically syncs them with the online version the next time you sign in online.
  2. If you make other folks collaborators on Docs documents and spreadsheets, everyone can work on the files simultaneously. To invite collaborators, head to the upper-right Share button (for documents) or Share tab (for spreadsheets).
  3. It’s a snap to publish documents created in Docs as blog posts—just select “Publish as web page” from the Share menu, and then click the “Post to blog” button.
  4. If you want to embed a Docs presentation in a Web site, just go to the Publish tab, click “Publish document”, and then copy the HTML that appears in the Mini Presentation Module box. Paste the code into your site’s HTML, upload the revised version of the site, and voilà!
  5. Google gives you a whole slew of functions to help make working with spreadsheets more efficient. (The GoogleLookup function is particularly nifty.)
  6. If your Docs list is getting cluttered, you can hide files (documents, spreadsheets, or presentations) to keep your list clean. Just turn on the checkbox next to any file you want to hide (you can select more than one), and then click the Hide button. To make a hidden file reappear, find All Items in the left-hand menu and, if necessary, click its + sign to expand it. Then click Hidden to see your hidden files; select the one(s) you want to see in your Docs list, and then click Unhide.
  7. You can easily turn spreadsheet data into all kinds of charts: column, bar, pie, line, area, or scatter. To create a chart, open your spreadsheet to the Edit tab, select the range of cells you want to convert into a chart, and then click the “Add chart” button. In the Create Chart box that appears, tell Docs what kind of chart you want to create and fill in the other info it needs, and then click “Save chart.”
  8. If you create a chart based on a Docs spreadsheet, you can save it as an image and insert it into a Docs document. After you create your chart, click its upper-left Chart link and select “Save image”. Save it to your computer, and then open the document you want to put it in. Click Insert and select Image, then tell Docs where to find the file on your computer.
  9. If you don’t like a change that you (or someone else) made to one of your Docs files, no problem. Just head to that file’s revision history (click File and then choose “Revision history”) and pick a previous version that you like better.
  10. If you’re working on a computer that doesn’t have Adobe Reader and you need to print a document, click Share and select “View as web page (Preview)” to open the formatted document as a Web page. You can then print it from your Web browser. The formatting isn’t quite as good as if you print from a PDF—and you’ll probably have the browser’s header and footer—but all the content is there.
  11. If you’ve published a Docs document as a Web page, you can make the Web page update automatically whenever you edit the document. Just click Share and select “Publish as web page”; then turn on the “Automatically republish when changes are made” checkbox.
  12. To see how your Docs document will look to folks you share it with, click the Share This Document page’s “Preview document as a viewer” link. If the preview doesn’t look quite right, then go back and edit the document before you share it.
  13. You can add YouTube videos to your Docs presentations. In the blue bar above the edit pane, click “Insert video”. Google opens a box where you can search YouTube videos by keyword. Find the one you want and click it to select it. Then click the Insert Video button to put the video on your slide. Once it’s there, you can move, resize, or delete it, just like any image or shape. During a slideshow, viewers can play the video by clicking the Play button on its slide.
  14. When you’ve got several collaborators editing the same document all at once, have each person choose a different color for his text to help sort out who made what changes. (The simplest thing is to have each person use the same text and highlight color.) Then, when you finalize the document, simply select the whole thing and click the “Text color” button to change the rainbow of text colors to basic black.

Source: Amazon.com, Google Apps: The Missing Manual

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11 Easy Ways To Save Time Using Google Apps

September 9, 2008
  1. With Google Docs, you and your coworkers can edit the same document simultaneously, so you don’t have to waste time emailing files or tracking down the current version.
  2. Put the Gmail gadget on your iGoogle page so you know right away when new email lands in your inbox (and can read it with one click).
  3. When you’re away from a computer, check your Google Calendar events and appointments by sending a quick text message from your cell phone. Send one of these messages to GVENT (48368):
    • “Next” to get a message about the next event in your calendar.
    • “Day” to get a message listing all of today’s events.
    • “Nday” to get a message listing tomorrow’s events.
  4. Don’t waste time waiting around for a friend or coworker to answer your email. Use Google Talk to see at a glance whether the other person is online; if she is, click her name to start chatting.
  5. Quit slowing yourself down by reaching for the mouse. Use the keyboard shortcuts available for Google Docs, Gmail, and Google Calendar to bring your data entry up to power-user speed.
  6. If you use Firefox or Internet Explorer to browse the Web, install the Google Toolbar so you can keep an eye on Gmail, add events to your Calendar, and open files as you zip around the Web.
  7. Use Gmail’s colored labels so you can scan your messages and quickly find what you’re looking for. Or simply use Gmail’s awesome search feature to zero in on a message.
  8. Creating a Web site? Don’t get flummoxed by HTML, CSS, or any other what-the-heck-does-that-mean acronym. Use Google Page Creator, which comes preloaded with layouts and color-coordinated themes so you can see your pages as you build them.
  9. Speed up data gathering by creating a form that automatically feeds data into a Google Docs spreadsheet: Create a new spreadsheet, and then click the Share tab. In the “Invite people” section, turn on the “to fill out a form” radio button, and then click “Start editing your form”. The form can have text boxes, multiple choice lists, checkboxes, and radio buttons. Click “Next, choose recipients” and specify who’ll receive the form. You can publish the form to the Web or embed it in your Web site or blog. When someone fills out the form, the info goes straight into your spreadsheet.
  10. Send or receive files as you chat in Google Talk—no waiting around for someone to remember to send them via email or drop them off at your desk. Just drag-and-drop the file into the chat window, and off it goes.
  11. Gather the info you refer to most in one place: your iGoogle page. Using Google gadgets, you get at-a-glance access to news headlines, weather forecasts, local movie times, a dictionary, and a whole lot more. So instead of chasing information around the Web, you’ve got the info that’s important to you right where you want it, all on one page. Best of all, you can put mini-versions of your Google apps on iGoogle, including Docs, Gmail, Talk, and Calendar, making it easy to keep an eye on your work and sending your productivity through the roof.

Source: Amazon.com, Google Apps The Missing Manual

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