Do You Hate Monday? Do Something Different.

Do You Hate Mondays blog post

If you hate Mondays you have the wrong job.

When I worked for a big company I dreaded Monday. My coworkers and I would get together Sunday night and watch Grey’s Anatomy and commiserate about the coming week.

I had a pretty good job. It wasn’t awful. I didn’t love it though.

Now I love Mondays.

I look forward to the possibilities and potential of what I can accomplish.

If you hate Mondays, start working on your escape plan.

Most Marketing is Insane.

Most Marketing is Insane blog post

The definition of insanity = doing the same thing and expecting a different result.

I look at a lot of social media plans, and one of the things that constantly surprises me is how long businesses continue to do something that doesn’t get them results.

They know it isn’t working.

Maybe they don’t have the path to success, so they continue to push along… getting no results from something that doesn’t work.

Sure, sometimes it takes time & consistency to get results (especially in social media). But if you post 5 similar status updates that get no engagement, you probably need to find a different kind of status update to post. Posting the same thing will probably produce the same result.

Don’t be insane.

Figure out what works and what doesn’t. Use the information you have to adapt your strategy.

Social Media Not Working? It is Probably Your Fault.

Social Media Not Working blog post

I evaluate tons of social media executions a year… for clients, people in our trainings or just for fun. While I don’t have all of the answers, one thing has become clear: Most businesses that don’t get results from social media don’t to it right.

Blogs are great examples. I heard a stat years ago that most corporate blogs fail. Most of the corporate blogs that I look at suck. Why?

  • The content isn’t strategic.
  • They have no strategy.
  • The headlines are mediocre.
  • They don’t post consistently.
  • The posts don’t have great visuals.
  • The posts aren’t structured well.
  • The content isn’t very interesting.
  • The audience isn’t clearly defined.

These are just a handful of reasons – most blogs suffer from many of these.

It is easy to say “we invested in a blog, wrote on it for months, but blogging just doesn’t work for us”.

No. Mediocre blogging doesn’t work for you.

The bar is higher in social media than ever before. If you don’t write great stuff, people won’t pay attention.

Do it well or don’t waste your time.

In almost every industry there are companies using every social media tool and getting great results. If you aren’t one of them you are probably doing it wrong.

It isn’t that social media doesn’t work. You aren’t doing it right.

Spend the time and effort to build a solid strategy and learn best practices.

Mediocre won’t get results and won’t cut it. You can’t afford to not be great any more.

The Secret to AMAZING Marketing Results

The Secret Amazing Results

If you do the same things the same way as your  competitors, you’ll get the same results as them.

You don’t get ahead by doing the same thing, the same way as everyone else.

How do you get ahead?

How do you get amazing results?

Do things….

  • Better
  • Faster
  • Smarter
  • Bigger
  • Smaller
  • Cheaper
  • Cleverer
  • Interestinger
  • Surprisinger

…than your competition.

If you want to get ahead, out-think, out-smart, out-execute….

For many businesses status quo is good enough. That won’t get you ahead.

Join Me at the YWCA Women of Achievement luncheon May 15!

YWCA Women Achievement awardsThe YWCA Salute to Career Women of Achievement is an amazing event that was established nearly 25 years ago to promote support of women in the work force. This year I am thrilled to be attending this luncheon on May 15th as one of the guests at the Media/Blogger table.

The goal of this event is to spread community awareness and appreciation for the growing contributions of women in the work force and in the local community. It has blossomed into the YWCA’s largest fundraising event of the year. It’s now sponsored by 150 companies and organizations every year! The best part is that the proceeds directly benefit YWCA programs that are aimed at eliminating racism and empowering women across the globe.

This year there are some fantastic and very impressive women being honored at the event, including:

  • Kathleen S. Barclay – Senior Vice President, Human Resources, The Kroger Co.
  • Saba Atiq Chughtai, MD – Physician Owner & President, Saba Chughtai MD & Associates
  • Alandes Eure-Powell – Operations Director & Senior Vice President, Citi
  • Tamara Harkavy – CEO & Artistic Director, ArtWorks
  • Heidi B. Jark – Managing Director & Vice President, The Foundation Office, Fifth Third Bank
  • Crystal Kendrick – President, The Voice of Your Customer
  • Deborah Platt Majoras – Chief Legal Officer & Secretary, Procter & Gamble
  • Mary Miller – CEO, JANCOA Janitorial Services, Inc.

The annual Women of Achievement luncheon is a great way to learn more about what our local YWCA does to help women and their families in and around Cincinnati. As  you can see from the list above, this event honors some truly accomplished women who are paving the way for the female workforce. This is the largest sit-down luncheon in Cincinnati, and it generates much-needed funds for the YWCA so that the organization can continue to improve the quality of life for hardworking females in Cincinnati.

I’m so excited to hear this year’s speaker – Diana Nyad – talk about how she overcame barriers and obstacles to attempt to swim the nearly impossible 103 miles between Cuba and Florida… without a shark cage!

What it comes down to is that this is an incredible event that will not only be moving and inspirational – it will also make a difference in the lives of hard-working women all over Cincinnati! I hope to see you there!

Wednesday, May 15, 2013
Duke Energy Convention Center
12:00-1:30 p.m.

You can learn more information by clicking here! Be sure to REGISTER HERE asap!

Here is How I Respond to People Who Ask Me For Free Advice

Krista Neher Signing Her Book The Social Media Field GuideIf you are an expert and work to build a name for yourself, it is only a matter of time before people start to ask you to “pick your brain” or email you questions.  I wrote a post about it a while ago called “You Can Pick My Brain, Just Not For Free“.  The reality is that I love what I do, and I love spending my days giving advice and answering questions.

The challenge is that if I answer questions for free I am taking time away from the people who pay me for my advice.  This doesn’t really seem fair.  So, as a part of our social media marketing training we offer a social media membership program, which includes a Q&A call, where our members can ask any general or specific question about social media and marketing.  So, I suggest that if someone has a quick question they can either search for the topic on my blog, or simply join the program.  It is only $27.  Most people don’t join.

But, if my answer isn’t worth $27 to them, then it isn’t worth my time to answer them.

I don’t mean to sound arrogant, but seriously, I speak to tens of thousands of people a year.  I can’t answer ever question that people ask, and frankly, it isn’t fair to the people who invest and pay me for my advice.

At any rate, my apologies if this sounds like a rant.  Most of the time when I send an email like this I get a positive response.  Hopefully I don’t come across as a jerk.

Here is the email that I send to people who aren’t clients who ask me social media questions.

Hi NAME

 

Thanks for reaching out to me – I appreciate that you value and respect my opinion.

 

As you can imagine, I speak to tens of thousands of marketers and professionals each year on social media marketing topics, and I get many questions (similar to yours) asking my opinion or advice on how to handle something with social media.

 

I really truly love what I do, and I would love nothing more than to answer social media questions all day (which I usually do).  That being said, if I responded to every question I got through email and other social networks I wouldn’t have time to actually work with my clients and pay my bills!

 

As a solution, I created a Social Media Masters Circle program, where those interested in continuing to learn and get my advice on social media can participate, get access to training and ask me questions during our monthly Q&A calls.  Most of our customers love this because they can get personal customized answers to their questions without having to pay my consulting rates.  The program is only $27/month and you can cancel at any time www.bootcampdigital.com/mc

 

I appreciate your understanding, and I do hope that you will join us so that I can discuss how to balance your content calendar with you.

 

Again, I really appreciate you reaching out to me, and I appreciate that you value and respect my opinion.

 

– Krista

 

What do you think?  How do you handle these requests?

 

 

My Third Book: Visual Social Media Marketing: Harnessing Images, Instagram, Infographics and Pinterest to Grow Your Business Online

Today is finally the day 😉

Visual Social Media Marketing by Krista NeherI am really excited to announce my newest book is NOW AVAILABLE –  Visual Social Media Marketing: Harnessing Images, Instagram, Infographics and Pinterest to Grow Your Business Online.

About 6 months ago I started writing about a trend that I saw emerging in digital marketing.  Images.  Across social networks, images were consistently trending.  The fastest growing social networks focused on images and visual content.  Images were driving traffic, leads and sales to websites.

The more I researched it and looked into it the more I realized that many marketers were missing the biggest trend in digital and social media marketing.

Social media marketers keep talking about content and content marketing.  Increasingly, the content that is connecting with people and breaking through the online clutter is visual.  The reason is simple.  A picture is worth a thousand words.  The truth is that our brains actually process images faster than text.  It is a quicker way for us to get information. This is why, in a cluttered world where we don’t have a lot of time or attention, images are breaking through and getting results.

If you aren’t poised to take advantage of this trend then you are missing out.

This book is a quick read that is jam-packed with examples, case studies and success stories to help you really understand how leading businesses are using this concept to get results.

After countless hours of writing, editing, researching and interviewing I am really excited that this book is finally published.  A BIG THANK YOU to everyone who supported me and my business over the years.  Without all of the support that I have this wouldn’t be possible.

 

What you’ll get in this book:

  • LOTS of case studies and real world success stories for you to learn from
  • A checklist to show you exactly how to get started
  • A short read (only 115 pages)
  • Lots of examples to give you creative ideas to build your plan
    Krista Neher with her book Visual Social Media Marketing

Why you should buy this book:

  • You can start taking advantage of this trend before your competitors
  • Generate traffic, leads and sales to your website
  • Get quick results from small changes
  • Take advantage of the hottest social networks
  • It is less than $10

Get Your Copy now:

Print Edition

Kindle Edition

 

BIG THANKS to those who helped make this possible:

  • Alex Webb editor
  • Kim Quindlen for editing and actually getting the book done
  • Joe Busam for visual design and being awesome
  • My mother, who gave me life
  • All of those who contributed examples and case studies

 

View the book trailer here!

 

The Art of Enchantment with Guy Kawasaki at #BoldFusion Cincinnati

I’ve had the opportunity to hear Guy speak a number of times, and was even at a party at his house a few years ago.  This year I had the opportunity to hear him talk about Enchantment at #BoldFusion in Cincinnati.  Enchantment can help businesses and individuals influence other people.

1. Achieve Likability

  • Smile like you mean it
  • Accept others for who they are
  • Default to “yes” and think about how you can help the other person

2. Achieve Trustworthiness

If they like you but don’t trust you, you can influence them.

  • Trust others before you expect them to trust you
  • Give people a reason to trust you (for example the Zappos return policy)
  • Bake don’t ea
  • Eaters think that there is only so much food
  • Bakers think that they can create more – there is enough for everyone
  • The world isn’t a zero sum game
  • Agree on Something
  • Find commonalities and Build Common Ground
  • Things that we agree on bonds us and builds trust

3. Perfect

  • Have great stuff
  • Make great products that are Deep, Intelligent, Complete, Empowering, Elegant

4. Launch

  • Tell a story – stop using stupid words that don’t mean anything – everyone does that
  • People can remember the story
  • Plant many seeds so that many people embrace your products
  • Nobodys are the new somebodies
  • Don’t focus only on A listers
  • Use salient points – explain things in terms that people understand – for example 300 calories = running 3 miles
  • Don’t talk about dollars, talk about what the dollars buy – focus on the things that people care about, the benefit

5. Overcome Resistance

  • Create smart strategies to overcome resistance that people may have
  • Provide social proof – knowing that our friends do something makes us more likely to do it
  • Use a dataset to prove and change a mindset
  • Enchant all of the influencers
  • Build an ecosystem – customers, developers, resellers, user groups, websites, blogs, online special interest groups, conferences and more
  • Invoke reciprocation – do something for someone and they will feel obligated to return the favor
  • The best response when someone thanks you is “I know that you would do the same for me” – which puts the person on notice that you may ask for something in the future
  • When someone owes you a favor, enable them to pay you back
  • Don’t rely on money – passion doesn’t require $$ – it is more powerful if people believe in it

7. Present

  • Customize the beginning of your presentation
  • Be a great presenter and storyteller
  • Create a custom introduction that makes you relatable
  • Sell your dream – know how to sell your enchantment to people
  • 10 slides, 20 minutes, 30 point font

8. Use Technology

  • Remove the speedbumps – make it easy for people to connect with you
  • Provide value – especially in social media
  • Information, insights and assistance make good content
  • Great content opens the door
  • Engage – fast, flat, frequent

9. Enchant Up

  • Enchant your boss by dropping everything when they ask for something
  • Prototype fast – try something quick to show that it is a priority and to get feedback
  • Deliver bad news early
10. Enchant Employees
  • Provide a MAP – Mastery, Autonomy and Purpose
  • Empower employees to do what is right
  • Suck it up – willingness to do dirty jobs is enchanting

RESULT: Resisting  You is Futile 😉

Show Don’t Tell: Good Marketing Isn’t about Irrelevant Messages

As you probably know, I live in Cincinnati, and the Cincinnati airport CVG has had the highest fares in the nation.  Yes, the most expensive airport to fly from in America has been Cincinnati, an airport that is dominated by Delta.  Flights on average are 28% more than the national average.

The good news for those living in Cincinnati is that there are a number of other airports nearby, and many travelers regularly drive an hour to an hour and a half to save hundreds of dollars by flying out of Dayton, Columbus, Lexington or Indiana.

I rarely fly out of CVG (the Cincinnati airport) any more because there are few direct flights and it is extremely expensive.

Think CVG First

When I saw this advertising campaign for CVG, I was floored.  The slogan is “think CVG first”.  Everyone does.  Who wouldn’t rather fly out of an airport that is nicer and closer?  Who wouldn’t want to reduce their overall travel time by flying from their home airport? Plus, the newly renovated airport is clean, beautiful, comfortable and has TONS of electrical outlets.

Everyone thinks of CVG first.

The reason that people don’t fly from CVG is because it is so expensive.

They start by searching for flights from CVG and then realize that they can save $200 – $500 by flying from somewhere that is only an hour away.

The high priced airfares have been in the local news for years.

To me, this campaign makes CVG airport seem out of touch.  I am a frequent business traveler, as are many of my friends, and very few travelers regularly fly from CVG.  Not because we don’t think of it, but because there are better schedules at lower prices at airports that aren’t much further away.

I laugh every time I see this campaign because it is so out of touch.

Show Don’t Tell: How CVG Could Address the Issue

If CVG really wanted to show people that they are actually in touch with why people choose other airports they could address the actual issue.  Sure, they don’t control pricing at an airport, and they are probably just as annoyed as we are about flight prices, since high fares means fewer travelers and less revenue for them.  That being said, I’m sure that it would be bad publicity for them to attack the airlines, who are also one of their stakeholders.

Here is what I would do.

Take my pointless advertising budget and say “Hey, we can’t control the price of flights out of the airport, but we share your frustration.  We are taking our ad budget and using it to give you $$ back.”  Give travelers money off of each flight, or a voucher for free food or something…….  Show that you understand the problem and care about it.

Rather than trying to broadcast messages to people, show them that you care about the issue.  Even if you can’t fix it.  Be a champion.

That would win tremendous goodwill in the community.

Think of the PepsiRefresh project – they took the millions that they would have spent on the SuperBowl and instead created a grant program for businesses and community organizations.  They said “rather than spending millions messaging at you, we’ll do something for you”.  They probably generated more media and more impressions from the Refresh project than they would have with a superbowl add.

What do You Think?

70% of CEOs Have Lost Trust In Marketers: What is the Problem and What do We Do About It?

Bryan Eisenberg shared an article today from Marketing Week that claims that 70% of CEOs have lost trust in marketers.

The reasons?

  • They can’t justify ROI
  • They have “continuously failed” to prove marketing strategies and campaigns delivered business growth
  • They live too much in the brand, creative and social media bubble
  • 73% of CEO’s believe marketers lack credibility because they cannot prove the business impact of marketing

What they would like to see is more accountability for ROI, sales growth and profit.  I have also heard that marketers have the shortest tenure of any C-level executives, and it seems that accountability and measurability are the chief concerns.  As they should be.

The Problem Seems Clear

The “trust me, this stuff works” mentality of many traditional and social media marketers is eroding trust for the marketing profession.  While we may not always be able to precisely calculate the exact impact or ROI of a marketing campaign, there should be clear logic and a financially justifiable reason for any undertaking.

Social media ROI is something that we talk a lot about, the the challenge of attributing ROI to marketing is a much larger problem.

Client: How do we calculate ROI for social media?

Me: Let’s use the same principles that you use to calculate the ROI for the rest of your marketing.

Client: What do you mean?

Me: Well, what is the ROI on your magazine ads or billboards, and how do you calculate it.

Client: We don’t.

Me: Interesting.

The ROI problem isn’t a social media one.  It is a larger problem.

The challenge for marketers is to justify and prove the return of all of their marketing.   The issue is that marketing ROI is very difficult to measure.  If we look at a traditional purchase funnel, we can measure action (when someone buys) but many of our marketing efforts focus on the top of the funnel (awareness and interest) which may be harder to tie back to ROI.  Also, the very bottom of the funnel – loyalty and advocacy may also be hard to tie a number to.

The problem is that if we focus our marketing efforts only on the parts of the funnel that lead to a sale or action, we are missing the big picture of what has been scientifically proven to lead someone to purchase.

The top of the funnel is important, but it is also the hardest to measure.

What Can We Do?

I don’t know what the answer is (but would love to hear your thoughts in the comments).

My instincts would say:

  • Educate ourselves more about the psychology of buying to better justify spending throughout the funnel
  • Educate our executives with measuring social media training
  • Create trackable campaigns
  • Be strategic so that you can tie your activities back to strategic objectives
  • Use multiple approaches to track ROI

Not everything that can be measured counts, and not everything that counts can be measured.

That doesn’t mean that all activities shouldn’t tie back to a marketing objective.  I recently interviewed HubSpot and they have lead generation goals for every channel they participate in.  While some social media sites don’t generate direct leads, they can justify strategically why they choose to participate anyways based on their objectives.

What do you think? How do we fix this problem?