Are You Prepared For a Social Media Crisis?

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Crisis management and social media are like PB&J

Ruh roh. A new survey from German consultancy Gartner Communications found that while nearly 85% of companies worldwide have general crisis plans in place (yea!), only 20.7% have social media crisis plans set (boo!). Moreover, while 71% of in-house communicators think social media will become even more important in crisis communications going forward, a staggering 78.6% said they were pretty unprepared or so-so when it comes to social media crises.

This quote, from a post on B2C Marketing Insider, illuminates a serious problem that continues to affect businesses on a daily basis. It’s astonishing that, even after seeing major global companies go down in e-flames because of their poorly planned or nonexistent social media planning, nearly 80% of communicators are not ready to respond to a social media crisis.

It’s very simple…when your stakeholders want information, they don’t want to call in and sit on hold, or listen to a droning recorded message; these days they turn directly to social media, specifically Facebook, Twitter, and blogs. Being an active participant on these platforms means that when a crisis breaks, you have the perfect means to make public the fact that you are fielding stakeholder concerns while at the same time communicating your message exactly as intended. In other words, the ideal situation for crisis management.

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For more resources, see the Free Management Library topic: Crisis Management
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[Jonathan Bernstein is president of Bernstein Crisis Management, Inc. , an international crisis management consultancy, and author of Keeping the Wolves at Bay – Media Training.]

Training and Optimism: the Answer in Sad Economic Times

persons-in-a-training-session.

We say our people are our greatest resource. Do we only say that in good times? Because in bad times, it seems people are the resources we cannot afford. When times are tough, why do managers cut back on training when that is precisely what they need to do to correct productivity?

Aren’t we realists enough to see more than one factor at play? The economy is one aspect that makes a buyer hesitate, but not the only one. Maybe the sales people that talk to him need to modify their pitch a bit; after all, we are all affected by the economy. Maybe the salesman’s own worries about the economy and his perceived shakiness of his job affects the way he sells your product or service. Yet negativity based on the economy seems to dominate the mood.

Training programs are cut. Junior people and dead wood are let go. We pile the extra work on those employees identified as high performers and then we worry they’re going to walk because we know the work just isn’t fair.

It seems to me this is the time to get the best out of people. To do for them what we need to do to see they are motivated; employees need more than ever to feel valued; they need to realize some of their dreams could come true—even now. To them, it’s not just about the stabilization of the bottom line. Motivated and well-trained people work harder and are more productive. But cut, it seems, we must.

Take no risks while the bottom line is affected must be a management mantra although I can’t say I’ve ever heard it. Some winners, and some losers, do just the opposite. It’s time for the cliches. Tough times require tough measures. “Tough” doesn’t necessarily mean to look within. Look outside. Get “tough” on the economy. Don’t let it defeat you. Perhaps, instead of cutting, trimming, or “doing more with less,” we begin to see our most valuable resource as the way out of trouble.

Maybe it’s time to take a risk because it can’t get much worse—at least from this outsiders perspective.

Maybe it’s time for intelligent optimism–for us to:

  • admit that negative forces exist but choose to focus on the positive,
  • focus on what the office can control and ignore what it cannot,
  • avoid adopting a “victim” mentality,
  • focus on the tools that are available, not what is lacking, and
  • spread optimism, while not letting negative conversations get in the way of the vision.

Leaders and managers should continue to grow the company vision despite the economic outlook, and look at ways to do more, thinking differently, seeking opportunities, and overcoming negative barriers the office itself may have erected.

Train those valuable resources, use them and make them feel valued and necessary to the company’s success. They may have solutions that they’re not be sharing. If you don’t value them, their personal survival is going to be more important than the bottom line. It’s human nature.

By acknowledging that economic problems exist, managers show their understanding of the realities of the marketplace, work environment, their client base and public perception. Remarkable managers and leaders choose to move forward with creativity, commitment, and positive thoughts. Negative thoughts never achieve anything but negative results. Even maintaining the status quo can be just as dangerous, only the end may be slower and more painful.

What? You never heard “attack,” when you could have “retreated?” Or, “you can’t win if you don’t try?” I said that just the other day. Of course, we all know measured risk is at the heart of entrepreneurship. Can anyone say this is any different?

For more resources about training, see the Training library.

Tis’ the Season for Your Holiday PR Pitch

Woman Presenting in a Meeting Using a Tablet

 

The first Winter Storm Watch has been issued for the Twin Cities area this weekend, with a possible 5-8 inches of heavy wet snow. Hardware stores are downright giddy. Weatherpersons on TV glow with qualified excitement (hoping the storm will track through these parts). Fans of winter are oiling snowmobiles, waxing skies and sharpening skates (despite the lakes being liquid as Everclear). City dump trucks are being retrofitted with big blades and loaded with sand.

Public Relations people — some who still have leaves to rake — are putting up their best seasonal pitches for the Holidays. Or they should be. If your company is doing something cool for the Yule, has a new product that’s geared toward the approaching winter — or even if you have a Turkey idea for Thanksgiving, or an idea that’s lovably “a turkey” — it’s time to make some noise about it.

Lisa Chapman, the totally awesome Marketing blogger on this site, has written an insightful blog about this subject that I encourage you to read and heed (her yard must be free of fall’s free-fall debris). Events that benefit charities, anything with kids or giving, you know, that sentimental feeling that tugs at the heart this time of year — it’s all there on Lisa’s blog. Plus she tells you how to do it (so I don’t have to)!

Check it out. Make your PR Holiday pitch list, check it twice. Media Santa’s, Festivus’ producers and assignment desk gnomes are waiting to hear from you.

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For more resources, see the Library topic Public and Media Relations.

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Martin Keller runs Media Savant Communications Co., a Public Relations and Media Communications consulting company based in the Twin Cities. Keller has helped move client stories to media that includes The New York Times, Larry King, The CBS Evening News with Katie Couric, plus many other magazines, newspapers, trade journals and other media outlets. Contact him at kelmart@aol.com, or 612-729-8585

Survey of Marketing Executives’ Priorities

Challenges Shaping Marketing Strategies

What are the most pressing issues shaping America’s marketing leaders? Frost and Sullivan, co-sponsored by the Business Marketing Association, surveyed 437 executives to find out. Whether B-to-B, B-to-C or both, there is considerable overlap regardless of the business model.

Top External Factors

Key takeaways: the top three external factors impacting marketing strategies are overwhelmingly negative. Companies reported at least 71% of the time that these three factors negatively impacted them:

  • Adjusting to the economic downturn
  • Intensifying competition
  • Changes in customer buying behavior

Top Five Key Marketing Challenges

According to the results of the study, marketing executives are under pressure to focus on identifying new avenues of growth. Although the priority of these challenges may vary across business models, they are largely the same for all:

  1. Identify new, adjacent market strategies
  2. Identify new opportunities for existing products
  3. Measure marketing spending efficiency and effectiveness
  4. Prioritize content offerings to create maximum value with customers (ex: social media, white papers, benchmarking tools, etc.)
  5. Improve sales and marketing integration

Other Key Marketing Survey Take-Aways

Survey questions revealed some surprising results:

  • On average, B-to-C companies have larger marketing budgets, allocating twice the amount of revenue to marketing as companies with other business models (8.5% for B-to-C vs. 3% for B-to-B or Hybrid models.)
  • B-to-B companies spend 50% more of their marketing budget on online media vs B-to-C companies.
  • Marketing executives predict either maintaining their existing marketing staff levels, or moderately recruiting new staff.
  • They also believe that budget cuts are over – optimistically expecting moderate or substantial increases in budgets.

Marketers believe that the economy is rebounding, and predict a moderate increase in their company’s performance going forward. With such increases, they anticipate their marketing budgets to increase, too.

(Thanks to Frost & Sullivan’s “Growth Team Membership” research.)

What are YOUR predictions for overall business growth? For marketing budgets? Why?

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For more resources, see our Library topics Marketing and Social Networking.

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ABOUT Lisa M. Chapman:

Ms. Chapman’s new book, How to Make Money Online With Social Media: A Step-by-Step Guide for Entrepreneurs will be available very soon. With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com

Capital Campaigns #6: Structuring The “Basic” Campaign

The “basic” campaign is active for a very short period of time, with relatively few donors. It is often said that if you have a $1 million goal, find someone with $1 million get them to give it to you … and your campaign is over !!

Since that doesn’t happen too often, there should be a group of prospective major donors … able to make gifts equal to and larger than one-percent of the campaign goal. This group should be large enough to ensure reaching the goal and small enough that the goal can be reached in the shortest period of time. #

If you do decide on the “basic,” no frills approach … and only involve those few major donors whose commitments will assure reaching your goal, you will be, in essence, dipping into your major gifts program. ##

The keys to a successful “basic” campaign are in knowing which of your potential major donors are “ready” to make their commitments, and knowing what amounts they are likely to commit. You can only know this if there is a relationship between the prospect and your organization, and if you have been cultivating them for long enough to know that they are ready to say, “Yes.” ###

In addition, you must know if the project for which you will ask their support is something that they feel strongly enough about to want to support it; and, those potential donors must also know that they will get the satisfaction and the recognition they want/need by supporting the campaign/project.

For the “basic” campaign, there need not be a formal campaign structure with a campaign chair and/or other designated leaders. On the other hand, if you select a chair who is well known, who is committed to the organization’s mission, strongly supports the project the campaign will fund, and who has the skills and willingness to actually solicit the other members of the small group, you will have a volunteer leader who will make-it-happen !!

Recognition for that volunteer leader, and for that small group of donors can take many forms, but all leaders/donors must be recognized individually in a way that is significant for him/her. More on “Donor Recognition” in future postings.

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#(See: Constructing The Gift Table
##(See: What is a Major Gift ?? and, Who Is A Major Gifts Prospect ??
###(See: Cultivating Major Donors

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Have a comment or a question about starting or expanding your basic fundraising program, your major gifts fundraising program or a capital campaign? Email me at AskHank@Major-Capital-Giving.com. With over 30 years of counseling in major gifts, capital campaigns, bequest programs and the planning studies to precede these three, we’ll likely be able to answer your questions.

Influencing Your Boss

Employee having a discussion with his boss

sell ideas to boss“How can I sell this idea to my boss?”

That’s a question I often hear as a career coach. It usually comes from someone seeking to lead from the middle.

Influencing up to obtain additional resources, or to impact a staffing decision, or to extend a deadline, or whatever requires both a business rationale and an artful pitch.

Here are four steps for influencing your boss and convincing him that it makes good sense to consider your idea or request:

1. See the world as your boss sees it.

It’s impossible to sell an idea without understanding your audience’s perspective. What matters to your boss and to your boss’s boss? If they are under the gun to cut costs, then frame your idea in terms of reducing expenses. If customer satisfaction is a hot issue, then frame your idea as a means to improve customer satisfaction. Remember the focus of your “pitch” depends upon the boss’s priorities, not yours.

2. Tune into your boss’s communication style.

Think about how your boss likes to receive information. Does he want to hear a narrative of the idea or does he prefer to see the numbers first? Develop a presentation that plays to his needs. Also be aware of what are good times and bad times to make your “pitch”. Be attuned to his schedule, his demands and how much is on his plate.

3. Make it real and relevant for your boss.

There is nothing more powerful than taking your boss to the heart of the action. If you want to improve customer service, invite her to a customer focus group to hear the need first hand. If you are pushing to purchase new equipment, bring him to the factory and show how it can cut waste.

4. Be the messenger they believe not kill!

If you want to lead up, you must be perceived as competent, capable and connected. So, how are you perceived by your boss, your boss’s boss and even your peers? Are you considered a rising or falling star? What can you do right now to increase or enhance your personal credibility?

Do you have a great idea that you want to “pitch” to your boss or to a key decision maker? Test it out on this blog and get my feedback.

Do you want to develop Career Smarts?

Executive Onboarding

Colleagues listening to executive at meeting in office boardroom

Hiring External Leaders

There appears to be a trend in companies increasingly looking outside the organization for new leadership. Some studies estimate that more than thirty percent of Fortune 1000 Companies are led by chief executives who were recruited externally. Sessa and Taylor (2000) found a growing bias toward external executive hires, noting that when corporate selection committees were open to both internal and external candidates, an external candidate was chosen 75% of the time. It is clear that externally hired executives are often favored because new perspectives are considered valuable, specific leadership competencies are desired, and a belief exists that an externally hired leader will be unabashed about implementing change.

Leadership Derailment

While it is hard to assail the logic of considering external candidates for openings in key organizational roles – it is easier to question the limited amount of time, energy, and resources that many organizations devote to helping these executives transition into their new positions. It is especially surprising that organizations will take the risk of an unsuccessful transition when, as Krista Peterson mentioned in her blog entry on November 2, there are certain factors that have been proven to contribute significantly to derailment. And here are numerous studies that demonstrate that — without a well developed transitional strategy — external hires are significantly more likely to fail than leaders promoted internally.

Onboarding Strategies

Fortunately, numerous companies are availing themselves of the research on derailment factors, and are employing onboarding strategies to mitigate these factors and assist external leaders in making successful transitions. But it is clear that for these efforts to be successful, onboarding cannot simply take the shape of a glorified employee orientation process. In my opinion, one of the most important factors of transitional success is for the incoming executive, and those assisting with his or her transition, to have an advanced level or understanding of three things:

  • Unique aspects of the organizational culture
  • Dynamics of the teams the executive is entering (whether as a leader or colleague)
  • Personality, knowledge and leadership skills of the incoming executive

The first two factors require some level of awareness and/or assessment of the culture and team dynamics. The third requires an individual assessment that can then be used to guide the design of an onboarding strategy that effectively navigates the transition of the external leader into the organization. and onto the teams. This of course is a distinct oversimplification of factors related to onboarding – and it would be great to hear what others have found to work.

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Steve Wolinski provides leadership development, organizational change and talent management services to numerous public, private and non-profit organizations. Website, Email.

The Risks of E- Training and Computer-Based Learning

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It may be a bit old fashioned that the view that face-to-face training is more effective than any other kind of training such as E- Training and Computer-Based Learning—with the right trainer or training team, that is.

Why not use all the tools we have? Let students pace themselves and repeat what’s necessary to facilitate learning. This kind of training makes sense, at least financially and it fills the training need. Or, does it? Does it really do the job in the long run? Do students come away motivated and filled with new, usable information? They certainly filled the square.

We’ve all seen training departments reduced in size, their missions diminished, and budgets slashed—especially when it comes to personal training. It’s so much easier to rely on the electronic tools of the Internet, webinars when live seminars won’t do, and videoconferencing calls. We can do training, demonstrations, sales pitches, brainstorming, facilitation via Windows Live, AOL Messenger, or Skype or any of a multitude of similar software communication applications. Really. We can see and hear others; we can even view presentations and videos. But it’s not really the same as face-to-face training, is it? Or, like hands-on training via demonstration? Those activities all take a guiding hand.

I’m sure you have taken online courses or training to fulfill this or that requirement. Did you really care about learning the material or did you just go through the motions to get the certification? That’s the major difference.

A person in front of you can help you care about what it is you are learning and have an impact on how you remember it. It must be important; or why are you having a person actually present the information and try to motivate me to remember it? You can ask questions—even dumb ones and get the personal touch. You also send the message: I care about you, the employee. When the employee gets that message, loyalty goes up along with productivity. Who can deny we will work hardest for someone who cares about us?

For more resources about training, see the Training library.

Develop a PR Plan

Businessman thinking while making a note

How to get Your Name in the News

Do you think Lady Gaga, marketing genius, achieved the distinction of being the most-searched woman on Google without a PR plan? According to ReadWriteWeb.com, “Lady Gaga was ranked 3rd overall in news coverage, in magazine websites and music blogs, with 4,326 articles.”

Most businesses barely have a marketing plan, much less a written, strategically developed PR Plan. Yet it could be the very thing that helps you save advertising dollars AND gain an edge over your competition.

Review Last Year’s PR

If you received PR coverage, review it for its content. Compare it to last year’s plan. What got the media’s attention and what didn’t? Which editors gave you positive coverage and which gave you negative coverage? Can you tell why? Consider calling them to discuss it.

Search online for all results that include the name of your business. Now do the same thing for your closest competitors. Why did they get the coverage? Were their stories particularly interesting in some way? Did they target media that you didn’t target? Make a list of these angles and media targets to add to your list of PR objectives.

Articulate Your PR Objectives

When you take a vacation, you choose the destination first, right? So start by putting your PR objectives in writing. It can be simple – even a bullet-pointed list will suffice. Topics to cover will depend upon the type of business, your customers, your competition, and your target media.

Example objectives might include:

  • New product or service launch coverage
  • Company events announced
  • Employee promotions or additions spotlighted

PR Tactics and Tools

With your written PR objectives in front of you, brainstorm activities that will help you plan and execute effective and consistent PR tactics. Consistency is the key, so get out a calendar or create a timeline as an integral part of your plan.

Try these additional PR tactics:

  • Create a comprehensive PR contact list, with their preferred method of being contacted (ex: email or fax?)
  • For each media, list their deadlines. If they come up short for content at the last minute, your press release just might fill that need.
  • Schedule time on YOUR calendar for PR activities. Make an appointment with yourself!
  • Call the media contacts and introduce yourself. Offer yourself as a subject matter expert. Sooner or later, they’ll likely call you when they need a quote on a story ion your field.
  • Don’t forget about blogs and social media. These days, PR online might even eclipse PR offline.

What PR tactics have worked for your company? What should others avoid?

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For more resources, see our Library topics Marketing and Social Networking.

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ABOUT Lisa M. Chapman:

Ms. Chapman’s new book, How to Make Money Online With Social Media: A Step-by-Step Guide for Entrepreneurs will be available very soon. With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com

Impress Funders with Your Grant Proposal: Target Your Outcomes

a-donor-impressed-with-an-excellent-grants-proposal.

Back in the early days of my career – when high tech meant you had a fax machine – one of my proposals to the National Endowment for the Humanities for an elementary school enrichment project was rejected, and we wanted to find out if it made sense to reapply.

I traveled from New York to Washington to meet with our program officer. He said we lost it on the evaluation, noting that our pre-test/post-test model required too much testing. So I asked him what he considered a good evaluation design.

His response was that if the children looked like they were having a good time; it would be considered a good program. We rewrote it following that advice, and it was funded and renewed several times.

That would never happen today. Funders have become consumed with the notion of outcomes assessment. Proposals must be clear about what will be accomplished with the money granted by the funder. They must clearly distinguish between goals and objectives. Goals are a general statement of intent. In the example I gave, providing an enrichment experience to a group of fourth graders would be a goal. But the outcomes need to be much more targeted.

They must detail the exact result the program will achieve for a specified number of participants, within a limited period of time. The objectives also need to presage the mechanism through which the program will be evaluated.

So the objective in our example might be “As a result of this program, 50 fourth-grade students will increase their understanding of local history by being able to attain a grade of 80% on the XYZ Standardized test of historical understanding.” That’s a long way from our program officer’s response. By the way, that’s how we wrote the proposal the first time, but it was more than 30 years ago.

Success in getting funded depends very much on knowing exactly what the grant project will accomplish. That should be one of the first questions one asks oneself. “What will be different as a result of this program?”

Funders not only want their grants to make a difference; they want to know exactly what that difference will be.

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Have a comment or a question about starting or expanding your grants program? Email me at Andrew@GrantServices.com..