Showing posts with label dark web. Show all posts
Showing posts with label dark web. 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, April 22, 2016

12 BIGGEST CONTENT MARKETING CHALLENGES IN 2016



Great content takes a lot of hard work and time to create. At the Digiday Content Marketing Summit in Austin last month, marketers got together to share some of the biggest content marketing challenges their companies or agencies are currently facing.
The major themes that emerged included tying content marketing efforts to business value, limited resources and internal tensions that hinder the content production process. Let’s take a closer look at 12 of the biggest challenges that are keeping marketers up at night.
  1. Content Marketing ROI
Many marketers are struggling to show the ROI of their content marketing efforts. Marketers from the agency side, for example, shared that some of their clients are wanting to know how many conversions can be attributed to a specific piece of content or channel. Often times these are brands whose digital conversion paths cannot be tracked or analyzed.
To combat this, marketers use a purchase intent model that assigns different weights to customer interactions with a piece of content, but they admit that this model isn’t perfect.
For other marketers, their biggest challenge is tying content to conversions and defining relevant, appropriate metrics to measure and evaluate the impact their content marketing programs make on the business’ bottom line.
  1. Video Virality
Marketers can create great video content, but how do they guarantee that it is seen by their target audience? How do they guarantee that the message of the video was viewed? The cost of guaranteeing that messages are seen is becoming increasingly more expensive, and the industry needs to be prepared for the increased cost.
Other marketers are facing time and resource constraints to produce quality videos. Some marketers also struggle with building out a sustainable video content strategy that can product videos which can live and scale across multiple markets.
  1. Consistent Content Operations
Different teams and organizations within a company all produce content to support various programs and channels they own, and this creates content quality and consistency issues. Marketers are looking to manage and govern their content creation process more efficiently to ensure all content produced is compelling, consistent and effective for their target audience.
  1. Credibility And Authority
For many marketers, they struggle with finding and establishing a credible and authoritative voice for their brands, and cutting through the noise to capture their target audience’s attention. The financial space, for example, is filled with “experts” offering advice and insights to consumers, which makes it extremely difficult for brands to stand out with their content.
Marketers are thus looking to develop an effective content strategy that will allow them to maintain the brand’s identity and boost marketing ROI, while improving their brand’s authority and thought leadership in the space.
  1. Budget
Budget remains one of the top challenges marketers face when it comes to justifying the cost and investment in their content marketing programs. Many senior leaders compare content marketing to more mature marketing programs and channels that have a more linear or positive ROI, which makes it very challenging to fight for budget toward content marketing.
  1. Approval Processes
Marketers on the agency side shared the same sentiment when it comes to their client approval process being too long. Some stakeholders are wanting to provide input at every step of the content creation process, which creates bottlenecks and delays in production timeline.
For both agency and non-agency marketers, staying timely and relevant with the long, clunky approval processes they need to go through with content creation is one of the biggest challenges that’s keeping them up at night.
  1. Branding
Marketers face various branding challenges when it comes to content marketing. Some struggle with maintaining their brand voice as brands expand their in-house teams and outsource content creation to external agencies and partners. Others struggle with maintaining their individual brand identities while working under a bigger umbrella brand.
  1. Volume, Quality And Speed
One of the biggest challenges many marketers share is figuring out how to deliver engaging, compelling content with speed, without compromising on quality and volume. Trying to stay nimble and agile within a large corporate structure also proves to be a big pain point for many marketers.
  1. Strategic Alignment
For many brands, there is a lack of alignment in strategy and messaging across different platforms, which can hurt the customer experience and content marketing success. Cross-team collaboration becomes a big challenge for marketers when individuals and teams are working in silos and towards different visions and goals.
  1. Continuous Learning
The ever-changing marketing landscape means marketers need to dedicate themselves to lifelong learning and innovation to reinvent themselves, or risk extinction. Training their teams on the latest marketing practices is another top challenge for many marketers as they are also trying to navigate the learning curve themselves.
  1. Customer-centric Mindset
This may sound surprising to some, but convincing brands to put customers first is still a challenge many marketers face when creating content. They need to help brands change their mindset about the value of content and understand that content marketing isn’t the same as advertising. Content marketing is about being helpful and providing real value to customers, by giving them what they want and need at each stage of the customer journey.
  1. Influencer Marketing
Identifying influencers to help amplify content is another challenge many marketers face with their content marketing efforts. Creating great content is not enough anymore, you need an effective promotion strategy to help customers find and see your content.
Is your organization or agency currently facing any of these content marketing challenges? If so, how are you solving them? I’d love to hear your ideas, please share them below!

Monday, March 21, 2016

Why marketers can't ignore mobile and how they can integrate it into their strategies




Given the dramatic rise of mobile over the last several years — with even more dramatic growth coming, according to a recent Cisco report — marketers of all stripes should be integrating mobile into their marketing strategies. In the past five years alone, mobile has cemented itself as a strong marketing tactic. And with nearly two-thirds of Americans owning smartphones, it's clear that if advertisers want to reach consumers, mobile should be the first place they try. 
Cisco's Visual Networking Index white paper, which it released in February, painted a fairly bright picture for the mobile category, providing a global mobile data traffic forecast for 2015 to 2020. Some eye-popping data points about the rise of mobile include:
  • Global mobile data traffic grew 74% in 2015, reaching 3.7 exabytes per month,
  • Mobile data traffic has grown 4,000-fold over the past 10 years,
  • And it has grown almost 400-million-fold over the past 15 years.
Going a step further, Cisco provided some milestone expectations for 2020:
  • Global monthly data traffic will be 30.6 exabytes (compared to the 3.7 monthly exabytes at the end of last year),
  • Mobile connected devices per capita will reach 1.5,
  • A majority (75%) of global mobile data traffic will be video,
  • And smartphones will account for 80% of mobile data traffic.
Given those numbers, it is more than clear that mobile marketing is a channel that simply cannot be ignored. It has already become a part of many other marketing channels including email, website marketing and search, among others.
Mobile is becoming such a critical marketing element, and Noah Jessop, head of data for Liquid PCH, told Marketing Dive that except for situations where businesses are selling high-value products, "where the shopper requires a large amount of information and coaxing before making their purchase," mobile should and needs to fit into virtually all marketing strategies right now.
"Mobile is critical — Google has finally noted that more than half of searches are conducted on mobile, and this will only go up as computing becomes even more ubiquitous," Jessop said. "The shift to mobile is only going to increase — and unprepared marketers will be left trying to catch up."

Making mobile part of an overall marketing strategy

One challenge with creating any marketing strategy is making budget and time decisions for the different marketing channels and activities involved. For instance, More time spent on email means less time for social media, and more money spent on paid search might mean less budget space for third-party creative talent.
Jessop pointed out the approach to mobile is no different than any other strategy decision. Though "there is no 'one-size-fits-all' when budgeting time and resources for mobile — the most important thing is to craft the connection with your potential customer in the best way possible," he said.
As many marketers are finding mobile to be the best connection with potential customers, Jessop advised marketers to watch out for two major challenges when creating a mobile marketing strategy.
1. When adding mobile to the marketing mix, don’t forget to optimize for mobile. He explained, for example, “Hollywood sometimes will spend 100% of their budget on mobile to promote a new movie opening. But the teams that make previews are still used to the old format — previews that open with a few seconds of black, a few seconds of title screens, as contrasted to the immediate, stackable experience that mobile dictates. In this case, Hollywood has the right idea of getting their advertising where eyes are going, but they’re leaving out a crucial component: making that mobile experience user-friendly.”
2. Be sure to recognize real-time opportunities to leverage the power of mobile. One way to achieve this, he suggested, is through a hyper-targeted, in-store mobile ad, which can serve as the best “real estate” for brands battling for attention in today’s hyper-connected world.

The value of mobile marketing

A key advantage of mobile marketing is the ability to reach people in different contexts, such as at the moment of price comparison in a brick-and-mortar location, or maybe just away from the office.
In the first case — the price comparison — Jessop said the mobile exposure can make it easier to “follow the digital bread crumbs” to figure out if the marketing message worked. He stated, “For example when we work with a retailer or quick serve restaurant on mobile marketing, we can connect the exposed mobile IDs to a panel of users who have opted in to sharing their location — and ultimately conclude if the campaign drove customers to the store.”
Reaching people away from the office is of value to both B2B and B2C marketers. Making a marketing touch point out of the office context might find someone who is more open to listening to the message.
“Rather than barraging the work inbox during the busiest part of her day,” Jessop said, “mobile paid media can be used to find the same executive during a weekend at home on her iPad.”
One important thing to remember, he said, is to "use the data you already have, about the customers who you know already love your product or service" — it might lead you to insights about potential new customers.

Monday, February 15, 2016

What Is the Best Social Media Platform for Driving Traffic?






There almost too many social media accounts to count at this point.  Everyone that has taken at least a vague interest in putting their business out to the public has jumped onto Facebook.
Whether you do Facebook ads or just use Web or foot traffic to drive visitors to your Facebook Page, being on FB is almost a prerequisite. 
So this article is not about Facebook per say, it is really about knowing your demographic and the platforms at which are most valuable and can send targeted viral traffic to your website.


Tumblr

My choice for creating shareable GIFs and funny memes that can send a large amount of reblogs, likes etc to your post.  The traffic that you get from Tumblr may not be the highest quality as with the type of viral shares that happen, not everyone that shares your post (hopefully you linked back to your website) will visit your site, and those that do may not be your target market.  Here is an example of a tumblr post that generated 535 notes and sent 53 viewers to the website that put that post out. Now, these funny gifs have little to do with “web design” but the title of the post “can’t touch my web design” was followed up with MC Hammer doing the Can’t touch me dance. And dancing dogs etc.  So that is rather funny.  Tumblr is a great platform for driving traffic.  If you create shareable, viral content like this, you can gain lots of visits and notes and shares that will help with strengthening the power of that Do Follow Link from Tumblr.

Reddit

A very difficult platform to master.  Shares or posts are voted up or down with Karma points.  If you are deliberately trying to make self-promotional shares for the aim of driving traffic to your sight without providing value first, well then you will most likely get harassed by other Redditors or booted completely.  Here is a great getting started guide for reddit. If your post is helpful and gets upvoted a bunch, you can get loads of traffic from Reddit.  This traffic can be very niche specific and targeted if your post was in a very niche part of Reddit.

Facebook

Yeah I know boring right?  Well Facebook Ads are still one of the best ways to really drill down and get in front of those targeted potential customers.  You think all that data that you put up about yourself in college was just so your friends could know that you love Tommy Boy and that you love wakeboarding?  Well maybe back in 2004 it was, but now that data is harvested for the (almost) sole intent of marketing things to you.  I do not market via Facebook ads currently but have dabbled with the interface and it is extremely targeted and for that I think, this is the king for paid social traffic.

Thursday, January 28, 2016

4 Things Successful Change Leaders Do Well

We know that two-thirds of large scale transformation efforts fail. But that’s not a terribly helpful piece of information―unless we’re looking for confirmation that this is hard, really hard. What is useful is to understand what leaders can do to substantially increase the odds that their companies won’t be among the two-thirds of those that fail. From my research and work with companies around the world leading large-scale transformation initiatives, here are the four things I’ve found that virtually all successful change leaders do really well:

Recognize embedded tensions and paradoxes

Smart, capable, solid professionals most often perform well in their roles until they reach a level in their organizations at which they are confronted with a series of embedded tensions and paradoxes that make leading effectively much more complicated. The most common paradoxes leaders face when driving a transformation effort are:
  1. Revitalization vs. Normalization. At the core of every change initiative is the desire to breathe new life into the organization―to revitalize ways of thinking, behaving and working. But one change initiative often morphs into many, and before long employees become “change weary.” Thus, we find ourselves in the conflicted situation of needing revitalization but desiring normalization.
  2. Globalization vs. Simplification. Doing business today means doing business globally, but the complexities brought on by globalization are often in conflict with the need for organizations to make it simple for customers to do business with them. Leaders struggle with creating organizational responses that address the need to master globalization while offering customers and employees optimal simplification.
  3. Innovation vs. Regulation. Many organizations, particularly in the aftermath of the global financial crisis, are saddled with trying to do business, let along innovate, under increasingly crushing regulatory environments. This is a stifling tax on a company’s capacity to find creative approaches to solving unmet customers’ needs. As such we struggle with the tension between the desire to boost innovation and the need to operate under increasing regulation.
  4. Optimization vs. Rationalization. Customers not only have more power today―in some industries, they seem to have all of the power. Organizations are struggling to provide solutions that are better, faster, cheaper and increasingly customized. Leaders are caught in a seemingly endless struggle to reconcile the tension between optimizing benefits to customers while rationalizing their costs of doing business.
  5. Digitization vs. Humanization. Advanced technology is at the core of virtually every company’s business model today. Entire value chains are being digitized. Yet, the onset of ubiquitous digitization is occurring at the same time that individuals are yearning for a sense of meaning in their organizations. Leaders are struggling with how to reconcile the increasing need for the digitization of their business models while trying to create organizational climates that have an authentic sense of humanization―creating an overarching sense of purpose and collective ambition.
Successful transformation leaders embrace these tensions even though they make the challenge more complex. There are no easy answers; however, the leader’s bedrock commitment to helping to reconcile these tensions is paramount. That means above all committing to an on-going communications and listening campaign so people know what’s going on and know how they might contribute to the transformation effort―and know that they are invited to do so. This process starts by the CEO and top team telling powerful and compelling stories of where the company has been, where it is now and where it needs to go―and why. But it doesn’t end there. Senior leaders must be ready to open up the flood gates so managers and employees closest to the client interface can surface these tensions and discuss them openly. While this might not resolve the tensions and paradoxes, it enables people to at least acknowledge that they exist, have their concerns heard, and discuss proactive ways forward together.

Hold everyone accountable

The leadership of the change effort can’t end with the top team, the top 100 managers, or the top 1,000 managers. It has to be an all-hands-on-deck engagement. The change leader must signal that enterprise-wide transformation will be a collective effort, with accountability distributed throughout the organization.
But it is far easier to say this than to do this, so change leaders must be ready to back up their statements with real world initiatives that will strengthen engagement. For example, when Hess Corporation launched its 2020 Change Initiative, CEO John Hess challenged his entire leadership team to come up with solutions that would make the company more agile, cost conscience, and faster at decision making. And to minimize change weariness brought on by needless duplication of effort, he created a champions team responsible for coordinating the variety of efforts underway.

Invest in new organizational capabilities

Change leaders must go beyond storytelling, motivation, and mobilization efforts―they need to provide resources so that the organization has what it needs to win in the new environment. This might include capital improvements, process improvements, and building new talent capabilities.
For example, for three decades leading up to 2010, HSBC had successfully pursued a growth strategy and organizational capability that was founded upon acquisitions. However, with acquisition upon acquisition, the leaders within HSBC failed to develop a one-company culture, which made it difficult to integrate its offerings to an increasingly demanding customer base. As such, Stephen Green, HSBC’s Chairman at the time, set the company on a course that called for a dramatic slowdown of acquisitions, at least until the current portfolio of companies was integrated and a culture of what Green referred to as Collective Management was cemented. This meant nothing short of building new organizational capabilities based upon collaboration and client-first thinking, which not only meant developing new systems and processes but building a collective mindset that would make aspiring to being a one-company culture a reality.

Emphasize continuous learning

It’s far easier to talk about revitalization and renewal than to actually do it. The companies that pull it off have transformation leaders that commit to a relentless learning process.
Perhaps the best example I know of a remarkably successful transformation leader is Alan Mulally, who not only led the transformation effort for Boeing Commercial Airlines, but also the stunning turnaround of Ford Motor Company. Mulally would be the first to insist that Ford’s transformation was not his achievement but rather the collective achievement of thousands of stakeholders, including employees, suppliers, dealers, unions, financial institutions, Board members and others. Mulally believed deeply in his “leading together” philosophy from his Boeing experience, but this became even more critical at Ford, due to the multitude of stakeholders and a political infighting culture that had become toxic. Mulally would have none of that. He brought his top managers together weekly to assess problems and progress, through his implementation process called the Creating Value Roadmap. Met with heavy resistance at first due to fear of admitting problems, Mulally pursued this course and built trust that those who were brave enough to acknowledge that they needed help were actually showcased as exactly the kind of leader that Mulally was looking for in Ford’s future. At every meeting, managers were asked: what have we learned by airing concerns, making course corrections, and especially, fixing problems together? By combining his relentless focus on implementation and making tough calls with an equally important focus on continuous learning, Mulally transformed Ford from a moribund company on the verge of bankruptcy to one of today’s most successful automobile companies in the world.
Leveraging these four activities, while framing the transformation effort as a collective challenge to be embraced together, fuels positive change over the long haul—which is important since the transformation journey is a never-ending one for most companies today. Ultimately, these practices create a culture of agility and resiliency that will pay dividends out into the future, as large-scale change becomes an organizational capability and not a recipe for management failure.

Saturday, January 23, 2016

How to Use Snapchat to Its Full Potential


With over 100 million active daily users, Snapchat is an extremely valuable tool that brands can use to market themselves. However, if your brand does not know how to properly promote, engage or talk to those users, then the popularity the social app has does not matter. By effectively promoting and posting the right content, brands and influencers can utilize Snapchat’s large amount of users.


Send snaps to your Snapchat friends
This may sound like a silly no brainer, but sending snaps to your friends on Snapchat is the most basic, yet effective way to engage consumers. In 2013, Taco Bell caused users to ‘fan-girl’ over the snap of a new burrito and its release date. It was a secret announcement made only to Taco Bell’s Snapchat friends.
Promote on other social media
A simple way to promote your brand on other social sites is to post your Snapcode or make it the accounts’ avatar. QR code-like images that are scanned by the app encourages consumers to follow your Snapchat account. The Huffington Post, Cinnabon and Toys “R” Us are just some of the brands who have changed their profile pictures to their Snapcodes.

Upload posts to other platforms.
Keeping on the idea to use other social media sites as a promotional tool, put Snapchat posts on other platforms. If your brand has a larger following on Instagram, save the clip from Snapchat and upload it onto Insta. "For now, the most efficient way to grow your Snapchat audience is to post your Snapcode on your other social channels, said Victor Pineiro, vp of social media at Big Spaceship, “Or else tease some of your brand's best Snaps to other channels with a strong call to action and your username."

Utilize Stories
Send snaps to your friends, but don’t forget to post to your story. Stories push your brand through the “one-to-one” limitation sending snaps can create. That “one-to-many broadcast is familiar and your brand can market to thousands of followers at one time.

Post behind the scenes
When you post Stories, give consumers a look behind the scenes. Everyone loves to feel special, and getting a peek behind the scenes gives a sense of exclusivity. Free People uses their Story to give showroom tours and show models during photoshoots. They also personally snap users and ask questions like how their weekend went. All of those elements combine to gives Free People’s Snapchat followers a valued relationship.

Promote your social channel outside of the social space
Last year to try and get more followers on Snapchat, Sprite Brazil printed Snapcodes from 15 social media influencers on its cans. Snapcodes are functional, and allow users to find your account with ease.

Host Giveaways
Free stuff always draws attention. When Groupon first created their Snapchat account, the company gave away stuff for an entire week. Groupon caters to an older audience than Snapchat normally draws in and the contest help get their consumers onto the social site.

Keep ads fresh, short and fun
Consumer do not like to watch ads, therefore when they do see one, especially on Snapchat were it can easily be skipped, it should be fast and fun.

For a recent Dunkin' Donuts and ESPN campaign, with internet celebrity Brandon Armstrong after shooting the duo, “picked the clips that would work best on Snapchat,” reported Ad Age, “which meant the ones that focused "less on specific Dunkin' Donuts products, and more on engaging the audience through fun, playful shorts," said Scott Hudler, VP-global consumer engagement at Dunkin' Brands, in an email.”