Showing posts with label aske. Show all posts
Showing posts with label aske. Show all posts

Saturday, July 30, 2016

Are good leaders born or made?




For many an ambitious worker, the measure of success lies just ahead in a path toward management. Career arcs in a wide variety of sectors are simply built that way, and sooner or later the serious-minded employee finds him or herself champing at the bit to be a leader. “For those who are front-line employees thinking about a long-term future, the question of whether to go into management, whether it is good for you and for others, and figuring out whether you have the temperament to master it, is a career issue that many people are trying to answer,” says Michael Useem, Wharton management professor and director of Wharton’s Center for Leadership and Change Management.

And yet, not everyone is cut out for a role that requires setting aside doing the work of the firm in favor of empowering others to do the work. But can anyone, with enough desire and proper training, become a manager? In other words, are good managers born or made? “This is a question as old as management, and we have lost a lot of wisdom about it in practice along the way because cost-cutting trumped all other concerns,” says Peter Cappelli, Wharton management professor and director of Wharton’s Center for Human Resources.

The easiest approach and some might say the most meritocratic, Cappelli notes, is to give the management role to the best performer in the role below — a management theory popularly known as the Peter Principle.

“The problem is that … the competitiveness to win that often makes [an individual] the best performer is directly at odds with the requirements of managing other people and trying to get them to succeed,” he points out. “As in sports, where a lot of our lessons for business seem to come from, the best individual performers don’t necessarily make the best coaches.”

Unfortunately, even in the modern business world, becoming the office equivalent of a coach is what many workers are conditioned to aspire to, even if it’s not the best fit for them — or their would-be underlings. “We still have a pretty conventional view of the organization today, even though we have thought a lot about flatter organizations and more employee engagement,” says Virginia J. Vanderslice, founding a partner and president of Praxis Consulting Group in Philadelphia and an adjunct faculty member at the University of Pennsylvania’sOrganizational Dynamics program.

 “In this country, we’re pretty traditional in our view of what success looks like, and I don’t mean that as just inside the firm. As individuals, we think success looks like a bigger title and more money, and even in school we need to start shifting how we think about these things.”

Youre So Vain
Narcissism is often cited as the major personality hurdle standing between the desire to be a good manager and actually being one, and several studies show that the trait is on the rise. One nationwide meta-analysis and an examination of data within one campus demonstrated significant increases in American college students’ narcissistic traits over the generations, according to Jean M. Twenge and Joshua D. Foster in “Birth Cohort Increases in Narcissistic Personality Traits Among American College Students, 1982–2009,” published in Social Psychological & Personality Science.

“As in sports, where a lot of our lessons for business seem to come from, the best individual performers don’t necessarily make the best coaches.”–Peter Cappelli
“The larger cultural changes in parenting, education, family life, and the media toward greater individualism have apparently affected the personality traits of individuals,” they write. The nationwide meta-analysis shows that the increases are a little more than one-third of a standard deviation over one generation. These results were, rather strikingly, consistent with a large epidemiological study on narcissistic personality disorder, the more severe, clinical form of the trait, the study notes.

Narcissism can cut both ways in an organization. Sometimes, and for some employees, a narcissistic leader comes across as inspirational. Several studies, however, show that such leaders are more likely to commit transgressions of integrity, and to leave unhappy employees and destructive workplaces in their wake. “The difference between having healthy levels of self-confidence and self-esteem, which are appealing and useful qualities for leaders, and being narcissistic is that narcissists have an elevated sense of self-worth such that they value themselves as inherently better than others,” write Charles A. O’Reilly III, Bernadette Doerr, David F. Caldwell and Jennifer A. Chatman in “Narcissistic CEOs and Executive Compensation,” published in The Leadership Quarterly.“That said, the difference between those who are self-confident and those who are narcissistic is often difficult to detect.”

Deep Sense of Personal Security
Tests such as the Hogan Personality Assessments can be helpful in identifying employees with the kinds of qualities that might predict a good leader. Leadership can be learned, Vanderslice notes. “But my conclusion after 40 years of working with leaders is that there are a few core qualities that a person comes with that are the harder things to strengthen,” she says. “Not impossible, but really challenging. And the big one for me is a personal, deep level of self-confidence. And by that, I don’t mean, ‘Hey, I can beat my chest because I’m so good.’ I mean real self-confidence — a deep sense of personal security. If someone doesn’t have that, they are not going to be invested in others because they are too worried about themselves.”

So can any worker learn to become a manager if he or she wants it enough? “In principle, yes,” says Useem. “Most people in my experience can master what it takes to manage people. But I think we don’t appreciate how difficult that mastery is. Learning to manage others requires a very significant commitment, just like learning to play the piano or becoming a technical expert.” One way to think about how the average group breaks down in terms of being management timber: “A significant fraction is temperamentally ready to try out a managerial role if offered, another segment is likely to be indifferent, and a third sub-group would have no interest whatsoever,” says Useem.

“It is certainly possible for people to learn how to be good managers, but those who are not disposed to work with and through others are never going to be as good at it,” adds Cappelli. “If we don’t do training, and business is much less inclined to do so these days, and we appoint the best individual performers, we are bound to have problems.”

Part of the equation, Useem notes, is figuring out why someone wants to be a manager. Useem recalls hearing former Mexican President Felipe Calderón speak about why he decided to make the journey from community organizer to national leader. “As an organizer early in his career, he was working with people in a neighborhood to demand better services, but after a while, he said, ‘I’m helping to improve the lives of hundreds, but if I am willing to play a national role, I could affect millions.’”

Among other capabilities needed to make a good manager, Useem lists “a willingness to work with ambiguity, uncertainty, and unpredictability. If you want everything to be at right angles, that’s probably not the mindset you want if you plan to work through others.”
“As individuals, we think success looks like a bigger title and more money, and even in school we need to start shifting how we think about these things.” –Virginia J. Vanderslice

Managers must learn to appreciate how distinctive each individual is in what they want from work and what animates them to work well Useem notes. “As a company manager, for instance, you may learn that one employee wants to be home at 5 p.m. for family time with no after-hours obligations, while another is ready to shoulder far greater responsibility,” he says. “Coming to appreciate — and then manage — the great diversity in human motivation and purpose is essential for anybody going into management, and that requires becoming a lifelong student of human nature.”

Some firms are particularly good at cultivating management talent. Useem cites Johnson & Johnson as one. “They are very methodical at identifying front-line employees who can not only make pharmaceuticals and consumer products but can also manage others to help them get their jobs done.”

Getting Pushed Up  and Out
For many, no matter how good they are in their jobs, no matter how much recognition they receive, happiness lies in becoming a manager. The bank teller eyes becoming the branch manager, the associate plots of rising to partner, the section violinist dreams of one day leading the orchestra. But the criteria firms use for deciding who gets plucked for a management role often have more to do with how well that employee is doing in the work itself, and less to do with how they might manage others.

“A lot of us become very good at doing something — software engineer, investment banker, sales person — and we really build expertise in a subject and get very good at doing it, and then get pushed into a role where less and less of our time is spent doing whatever it is we were good at doing and more time is spent managing people,” says Wharton management professor Matthew Bidwell. “For a lot of us, we value expertise, so the big challenge in some areas is that we respect people based on coming up with brilliant solutions, and that’s not what a manager is supposed to do — and if they are trying to do that, they end up micromanaging.”

Thus, Bidwell adds, people struggle to make the shift to a manager, meaning they spend a lot of time trying to do the work and not enough time coaching, supporting and helping to develop employees, or running interference between them. “And that is really a central issue for people — letting go of the old role and embracing the value of the new one.”

Many companies allowed management training to fall by the wayside during the recession. Corporate spending on training dropped by 11% in 2008, and then another 11% in 2009, according to a Bersin by Deloitte survey. After a modest increase in 2010, spending experienced double-digit growth each year through 2013. The number-one area of spending was in management and leadership training, the survey says. Even so, in any economy, training is not what it should be. “Firms don’t train very much, full stop,” says Bidwell.

But many firms contribute to the problem by rewarding employees with management positions because of skills that have nothing to do with management. In one study in progress, data on salespeople at hundreds of firms were examined through a company that provides sales administration software through the cloud. Researchers tracked employees promoted to management and their resulting performance. The study, “When Good Tournaments Make Bad Matches: Evidence of the Peter Principle in Sales,” found that the best-promoted managers had displayed evidence of teamwork and cooperation before they were promoted. But organizations instead tended to promote the best salespeople, who did not generally make great managers.

“Coming to appreciate — and then manage — the great diversity in human motivation and purpose is essential for anybody going into management, and that requires becoming a lifelong student of human nature.”–Michael Useem
“Our study suggests that the greatest potential managers may not ever make it into management because firms pass them over by promoting their best salespeople,” says Alan Benson, a professor at the Carlson School of Management at the University of Minnesota-Twin Cities, who co-authored the study with Danielle Li and Kelly Shue. “The same might be said of engineers, architects, lawyers, academics, or lots of others who can be promoted because they’re great at one thing that’s not necessarily related to management.”

If Not Management, Then What?
Some won’t ever make it in management. And in those cases, firms are often not always adept at recognizing when that is happening and coming up with solutions. “What do we do with good individual contributors who don’t make it as managers?” asks Cappelli. “The challenge is that working through others in most roles has a much bigger impact than one can have as an individual. That’s why a good executive running an operation is just more valuable than an equally good engineer working [in the same operation] could likely be. Many organizations have created ‘dual tracks’ to recognize and acknowledge those in individual roles, and those are a good idea. But those people just aren’t as valuable as leaders are.”

As an alternative to traditional management, Vanderslice suggests a master technician track, “where someone really good at the job is encouraged to further develop technical or professional skills and then be recognized for being the most accomplished. If they are the right person, they could take on an education or mentoring role with younger folks in the aspect of what they’re doing.” People who are masters of their profession — for example, lawyers, architects or engineers — may not be the most interested in or best equipped to do well-managing people, Vanderslice points out. “You don’t want to lose those people entirely or lose them into management if they are, for instance, a great architect. But they might be great teachers. The other thing for them and the firm is to think about how they can broaden what they know, as well as doing it well. What’s the newest thing in their field, and can you develop that?”

But not every firm makes these kinds of accommodations. Managerial aspirants beware. Says Useem: “For those considering a management opportunity, make certain you are ready for it and capable of mastering it. The costs and risks are high if you fail to do either. But the rewards and impacts are also high if you can do both.”

Friday, January 15, 2016

7 Skills Your Social Media Manager Should Have


The past ten years have brought us incredible developments in the field of social media – developments which have irrevocably changed the DNA of digital marketing; provided content marketers with a limitless landscape in which to showcase their efforts; and created a new profession of individuals who pretty much live and breathe social.
The beauty of social is that you don’t need to be a big name brand with an astronomical marketing budget in order to harness its power – even a modest-sized business can reap the benefits of connecting with and engaging consumers. In fact, it can even be argued that the smaller-sized business lends itself even better to social media as it tends to operate via informal, open communication – just the sort of style that works exceptionally well in the social sphere.
Brands have had to sit up and take notice of the fact that properly handling the social side of their business is becoming more important than ever. The role of social media management is no longer simply seen as an add-on duty i.e. the aptly named Joe Bloggs penning the odd, whimsical post to publish to Facebook as and when he thinks of it before hurrying back to his ‘real’ job.
However, hiring the right social media manager can be something of a minefield. In the dynamic and constantly evolving landscape of social media, it can be hard to figure out what the key skills are that you should be looking out for. So, to help you make the right call, we’ve compiled a little list…

1. Passion for social media

Bit of a no-brainer you might think, but just having a top-notch personal Facebook page doesn’t necessarily put your candidate above the rest. A great social media manager will be able to not only demonstrate expertise across a range of social channels but also show an understanding of what type of content best suits each platform and a passion for interacting within these online communities.

2. Customer service skills

An ability to communicate with customers and prospects from all demographics as well the organisational skills to provide timely and appropriate responses to queries or issues are essential attributes in order to gain and secure customer loyalty.

3. SEO expertise

SEOcontent and social media all go hand-in-hand. Forbes once described a social media manager as “the gatekeeper and promoter” of content. This content needs to be properly optimised to grow your audience, drive traffic to your website and hopefully attract a fair few sales as a result.

4. Drive to learn

This is a landscape that is ever-evolving and consequently, your social media manager needs to be evolving along with it. To stay on top of the game in this fast-paced world, the ideal candidate needs to be reading as much as possible about social media and technological advancements and be able to discuss trends, tools and potential opportunities for the future.












5. Persistence

It takes patience, dedication and drive to achieve social media success. Growing an audience, building trust and establishing your brand as an authority in your industry takes time and the best social media managers maintain realistic expectations along with their big dreams – they are not afraid to experiment, make mistakes and come back stronger than before.

6. A top-notch toolkit

There is a vast array of useful social media tools at your disposable – do you really have the time to learn about them all as well as run your business? A social media manager should be able to show you their favourite features for tasks such as: monitoring mentions on social media activity; keeping track of and interpreting analytics; collaborating with a team on social projects; and scheduling activity.

7. An eye for words and pictures

As the majority of communications will be in writing, it goes without saying that a social media manager should have clear, concise and on-brand writing skills. However, in the digital world, particularly as the age of video dawns, a picture can be worth a thousand words – the right candidate will have an eye for great images and video when they see it and know when it is worth sharing.

Thursday, December 3, 2015

The Best Way to Win in Business

win

And achieve success


The Fortune 500 Insider Network is an online community where top executives from the Fortune 500 share ideas and offer leadership advice with Fortune’s global audience. Val DiFebo, CEO of Deutsch New Yorkhas answered the question: What’s the biggest lesson you learned from your first job?
I have learned a lot of valuable lessons in my career. Some came from great mentors, others from clients or the experience that comes from managing teams of people. But from where I sit now, it is clear to me that some of the most important lessons I’ve learned came from my very first job working summers as a waitress at a country club. Most people don’t view serving as a position that has much to offer in terms of lifelong lessons, but that couldn’t be further from the truth. From interpersonal skills to client service, that early experience taught me much more than the proper way to set a table.

The importance of customer experience

Anyone can ask a person what he or she would like to eat and then bring it to the table. What’s harder is creating a superior experience for customers by going above and beyond what they think they want. This is something we do in advertising all the time when we use our creativity and expertise to deliver on more than what a client has asked for in a brief. This means listening closely to what your customer is asking for, and applying what you know about the business you work in to create an even better experience than they anticipated. Is there a special dish you know they’ll love? Something unique you can offer for a birthday dinner? The ability to provide added value and pleasant surprises for clients is a skill that never stops being useful.

Relationship managementA good server will always have regulars. When customers ask to sit in a server’s section repeatedly, it’s because they know that person understands them, respects them, and will take care of them. They’re there because that server cares enough to remember how they like their steak or that they don’t drink alcohol. Learning to build those relationships with my regulars, gaining their trust, and building an understanding of what is important to each individual was hugely valuable as a server and still something I prioritize today.
Waitressing is also where I started to learn how far you should be willing to go for a client before it impacts your job or your business—a dynamic that arises frequently in all service-driven businesses. I often think back to an evening when I was serving a regular customer who had accidentally spilled red wine on his white linen suit. He asked me for an unconventional favor: to run his suit through the dishwasher. I didn’t think this would work, and worse, I felt my doing so might ruin the suit. I tried to talk him out of it, but we trusted each other enough that he successfully assured me he wouldn’t be angry if his idea backfired. I gave it shot, and to my total surprise, it worked. Managing unexpected requests, putting my expertise to work for customers, and doing special—sometimes strange—favors was key to my success as a waitress, and now in advertising.

The art of timing 

One of the most important aspects of being a server is understanding the rhythm of both the kitchen and the dining experience you’re providing. Knowing when to put in the entree order and when to drop the check as you manage the process between the back of the house and the customer is key to ensuring all runs smoothly. I still use these skills today. Timing is crucial in managing projects between the client and your team. Juggling deadlines, managing workflow, and making timely work that’s culturally relevant is an everyday part of the job.

The value of preparednessWhen you’re serving a few hundred dinners per night, there’s no time to play catch-up. Before the first customer walks in, the silverware should be polished, the tables set, and everyone ready to go. It’s a smart way to approach business, too. Being prepared, whether it’s with extra research, additional concepts, or a well-rehearsed presentation, is crucial for winning and keeping business, and helping teams expect the unexpected from clients.
The key to getting the most out of any first job is being open to learning everything you can from it. There’s no job in the world that won’t teach you something you can use down the line in your career, as long as go into it thinking the experience has value. Work hard, keep an open mind, and always remember to tip your waiter or waitress.
positive

Friday, October 16, 2015

peeper in your news!


10 ways to combine SEO and content marketing



google




Gone are the days when search engine optimization was enough to land your website onto Google's good graces.
Now you must to add content marketing to your arsenal of digital marketing tool if you want to gain search engines’ approval and ultimately win the heart of online users.
Given the important role content marketing now plays in the success of online business, it's time that SEO ties the knot with content marketing.
The two digital marketing tools that were once viewed as separate entities are now an inseparable couple, promising to inch businesses closer to the proverbial “overnight success. ”The amazing duo can greatly help your online business reach the pinnacle of success and outwit your competitors.

Here are 10 ways you can ensure that the two digital marketing tools work in harmony:

1. Set common goals.
seoSetting common goals is the first step to make SEO and content marketing work together to bring additional revenues.
Ask yourself what activities overlap between the two digital marketing techniques. Is it increased online traffic, rankings or links? How can you align the activities to achieve common goals?
The answers to these and other similar questions will give you a starting point in creating an integrated SEO and content marketing strategy with clear and focused goals and strong communication.
2. Establish key performance indicators.
Another way to optimize synergy between SEO and Content Marketing is to establish key KPIs that will track performance, and ensure that it is on track for achieving common goals.
These KPIs include content sharing, links to content, online user engagement, call-to-action conversion rates and several others. 

3. Understand your target audience.
Understanding your audience is the key part of an SEO and content marketing strategy. Create personas of the target audience and develop a unique digital marketing strategy for each group. The personas can be based on age, location, gender, hobbies or interests.
Don’t undertake any digital marketing activity without considering what your audience wants, and also what you want them to do in return of fulfilling their demand.
4. Create SEO-optimized content.
Google places great emphasis on quality content. You can make the content more relevant for the search engine by incorporating high-impression keywords. Optimizing the content in this way will allow your Web pages to become visible to online users by appearing on the search results.
Avoid overstuffing keywords into website content. In order to play it safe, limit the keyword density to 1 percent or less. This will ensure that your site doesn't get penalized by the search engine, decreasing online traffic.
5. Research high-impression and relevant keywords.
Include high impression and relevant keywords in the website. Each keyword that you select should be researched properly using online tools such as Google Planner, Google Trend, Word Stream and other similar tools.
Optimizing your content in this way will ensure that your online content is able to attract maximum number of online users.
6. Attract online consumers through link building.
Another way you can make SEO and content marketing work together is through link building. Link building is a pure SEO strategy that results in distribution of online content to a large number of targeted, qualified audiences. You can greatly increase your content’s effectiveness through these efforts.
The links pointing to the published online content is placed on various high authority and high page ranked sites. These sites attract thousands of online visitors that can be diverted to your site by placing targeted links on the site they first visited.
Enlist SEO professionals to enhance your link building strategy. Here are some reputed SEO companies, based on user reviews:
7. Focus on internal link building.
Internal link building works wonders in increasing your website’s ranking along with your published content. Moreover, creating internal links will also result in improved user experience due to easy navigation around the site.
Internal link building is simple to implement, and should be part of your digital marketing arsenal. This will help to improve your ranking and guide users with the content that is relevant to them.
seo
8. Optimize your website content’s title and headings.

Your website content’s title and headings should also be optimized using relevant keywords and phrases.
The title is displayed on top bar of the browser, and headings are included inside the content. Your title should be descriptive, persuading users to click. Headings should be catchy enough to make the content readable.
Both must also be SEO-optimized to make your content more visible in the search results page.
9. Measure your results.
Make use of various online tools to measure the outcome of your combined SEO and content marketing efforts. Google Analytics can track changes in search volume over time. You will also know which pages and content attracts the most visitors, and the keywords they type to enter the website. The information gathered can help you fine-tune your content.
10.Keep your efforts going.
Combining SEO and content marketing must be an on going effort that should not stop at any time.
Make the most of the opportunity and watch the extraordinary combination of SEO and content marketing work wonders for your organization or client. It will position you perfectly on the fast track to success.

Monday, October 12, 2015

Unlocking Social Media Success: It’s a Long Way to the Top

Building a strong presence for your brand takes a while. Here are a few tips to get you started.


social media


It is no cliché to think that first impressions are everything, and time is even more precious in the digital arena. People are constantly being bombarded with ads and suggestions for dozens of new websites and social media pages every day, further strengthening the need for your page to stand out. This starts with a strong design and aggressive copy; with both of these aspects complemented by attractive content which encourages the viewer to further explore your page and what your brand offers.
Building a significant online community obviously takes a while to accomplish but once you have achieved that, the rewards are invaluable. Not only does it allow you to promote your brand through more channels, but engaging with your existing and potential customers on a daily basis builds a certain level of trust that money just can’t buy. You have a front-row seat to real-time views on your brand, which consequently allows you to focus on what you may need to change in order to satisfy your customers, or what your overall positives are.
Helping give your brand a personality allows you to differentiate yourself from others. If your set of tools and services are equal to your competitors, your one chance of standing out is to take a personal approach and build a lasting relationship with your audience.
Positively interacting with users who in turn have a large number of followers could easily work in your favour if they decide to share/retweet your posts, which are then distributed to a large untapped audience who will come to know about your brand through these users.
Not only can you widen your overall audience reach with a strong online presence, but those new followers could eventually turn into leads.

Know the tools

The top three social networking websites – Facebook (1.49 billion active users / month)Twitter (316 million active users / month) and Linkedin(100 million active users / month)- have repeatedly been identified by companies (brokers included) as the most effective networks to promote their products and interact with their users. I certainly hope, for the sake of your company, that you know how to use these websites and all the great tools they have to offer. If not, let’s go through a quick rundown of these perks.
For instance, Facebook’s Page Promotion tool allows you to create an in-site promotional campaign with a few clicks. You can target your audience by location, interests, age, gender, their ability to balance a bowl on their head, and how much slower they inevitably are than Usain Bolt.
Crazy, I know.
You can upload your creatives and advert text, and of course tailor the campaign’s price and duration according to your company’s budget. Once you set your daily budget and the campaign’s duration, Facebook will inform you of the estimated likes per day. Assuming your sales team achieves a 10% conversion rate, a minimum of 28 leads for a €5/day campaign gives you good value for your money. Add a ‘refer-a-friend’ bonus incentive to newcomers, and you can maybe boost your sales a bit more.
Twitter also allows you to set your budget for objective-based campaigns including acquiring followers, website clicks/conversions, tweet engagements, or getting leads through Twitter. As well as promoting your account, your tweets and your trend (#yourbrandisawesome), you only pay when a user takes action (signs up, follows you, etc).
Linkedin allows you to create similar banner placement and objective-based campaigns with some more interesting filters including the user’s profession (useful if you’re running a B2B campaign), and the industry in which they work.
Is one of them better than the others? Probably. Am I going to tell you which one yields the best results? Nope. To each their own, I say. Some companies have a more significant Twitter presence than others, while the rest find more success in Facebook and Linkedin campaigns. Trial and error, my friends.

So, are paid campaigns the only way to boost my social media presence?

mediaThankfully, no. I’ve seen a hundred-and-one companies start off with a minimal marketing budget which just couldn’t accommodate these types of campaigns, no matter how beneficial they could prove to be.
What they did was place their social media buttons on their website, and created promotions which involved interacting on those pages. For example, you can tell new or existing clients that in order to get a $200 bonus, all they have to do is Like your Facebook page, or follow you on Twitter, follow your company on Linkedin, and in extreme (matter of national security) cases, like your page on Google +.
What was that joke about Google + users only being Google employees? That was it actually; punchline ruined. Sorry.
So, as mentioned above, using social media pages as incentives for bonuses, or even channels on which to host certain competitions (quiz winner gets a FREE Pez dispenser – but no Pez sweets) can do wonders for your social media pages. People always want free stuff, that’s no secret. Sure, you can do a few giveaways, so long as the user does something in return. Want that $200 bonus? RT to your 50,000 followers (and say how much you love us).
It’s a two way street, folks. Give your new or existing followers something to stay and interact for, and you’ll get those crispy-fresh leads who’ll call you every 5 minutes because they still can’t figure out how to place a trade. Happy days.
As much as I wish there was a secret to getting 50,000 followers in a week, there isn’t. I mean sure, you can buy fake followers from those absolutely dodgy websites, but a little hard work never killed anybody, which is what my absolutely-real grandpa from Mississippi used to say. Scout’s honour and all that.
I believe it’s just a matter of combining a few different strategies and finding that sweet spot of getting to the point where the likes and followers arrive by themselves. It’s all about putting the hard work in and enjoying the fruits. There are countless books on social marketing techniques out there, which will be able to tell you much more than a blog post could. I sincerely hope, however, that I planted the right ideas and pointed you in the right direction.

Tuesday, October 6, 2015

5 ways to use GIFs to make your PR and marketing efforts soar


content


GIFs aren’t only for powerhouse social media users anymore.

Employing looping visuals lets PR pros and marketers say a thousand words—or more—in shorthand. When used wisely, GIFs are a great way to connect with your audience, increase views and make your brand more relatable to consumers.
Here are five ways you can jump on the GIF bandwagon:
1. Add a touch of sass to consumer interactions.
As Internet culture becomes more pervasive, brand managers are embracing new ways of reaching out to online audiences. In April, Ikea replied to consumers entirely through memes, and Chevy made headlines for its all-emoji press release.
However, brand managers can take things one step further and use GIFs to respond to consumers through Facebook, Twitter and even emails. Just make sure that your GIF use fits your brand’s voice.
2. Spice up social media posts.
As visuals grow in popularity, PR and marketing pros are looking to infographics, videos and more in order to attract eyeballs and hold followers’ attention.
GIFs can add life to tweetsPinterest pins, Flipboard magazines, Instagram posts and Facebook content.
Though Facebook business pages do not have the option to post GIFs, Facebook profiles do—and it’s a service Facebook is considering rolling out to brand managers. The social network also recently announced that users could now employ GIFs as profile pictures. Savvy marketers could reach out to brand advocates with large Facebook followings in order to implement these features for a campaign.
If you’re looking for something more subtle than cat or reaction GIFs, use or create cinemagraphs. Several brands are using cinemagraphs to add flavor to Instagram posts.
3. Make stories—and emails—more interesting.
GIFs can boost your content marketing efforts by adding engaging elements to stories, newsletters and promotional emails.
Though you don’t have to emulate Buzzfeed, add GIFs to a how-to article or list of tips to attract (and keep) your audience’s attention. A story sprinkled with Olivia Pope GIFs or other popular figures can spike both views and shares.
GIFs can also pack a punch to an otherwise mundane marketing email or newsletter. Show off a campaign, contest or announcement, and your message will probably stick longer in readers’ minds.
4. Repurpose instructions and videos.
Looking to get more play from a list of instructions or a video you created for consumers or employees?
Turn them into GIFs and share across social media, in story roundups or email updates. About.me showed followers how to cook bacon perfectly to celebrate Twitter allowing GIFs in 2014.
Use gifs to turn any YouTube video—including your own—into a looping visual. The tool is easy to use: Pop in a YouTube URL, select the portion you’d like to make into a GIF. and download your finished project. We even immortalized one of our very own editors at Ragan Communications.
5. Show off your prowess with a collection.
Increase your Internet cred by curating the best GIFs through a Tumblr blog or Flipboard magazine.
You can also sign up for a Giphy account and mark your favorites from the website for future use, making it even easier to grab visuals for social media posts and stories. You might also create your own Giphy channel, which displays the GIFs you’ve uploaded to the website—including each GIF’s source information and tags.
By sharing your GIF collection with others, you not only offer followers fun and useful visuals, but you also let them know that your organization has its finger on the pulse of current trends.


Source : http://bit.ly/1L5ctrf