Public Relations & Social Marketing Insight
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Public Relations & Social Marketing Insight
Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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You Need to Manage Digital Projects for Outcomes, Not Outputs

You Need to Manage Digital Projects for Outcomes, Not Outputs | Public Relations & Social Marketing Insight | Scoop.it

When is a project finished? For most of us, it seems pretty simple: when we ship the product or launch the service. But we need to take a step back and consider what “done” really means.

Most teams in business work to create a defined output. But just because we’ve finished making a thing doesn’t mean that thing is going to create economic value for us. If we want to talk about success, we need to talk about outcomes, not just outputs. And as the world continues to digitize and almost every product and service becomes more driven by (or at least integrated with) software, this need grows even stronger....

Jeff Domansky's insight:

Wonderful mantra: Manage outcomes, not output.

Daniel Tremblay's curator insight, February 10, 2017 9:30 AM
"With software, however, the relationship between <we’ve finished building it> and <it has the effect we intended> is much less clear."

On doit mettre le focus sur l'atteinte des objectifs d'affaires du projet.  Un projet qui respect les specs, livré en temps et à l'intérieur des coûts, peut être un échec s'il ne permet pas de réaliser les objectifs d'affaires attendus.
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We listened to the people, not the problem | Medium

We listened to the people, not the problem | Medium | Public Relations & Social Marketing Insight | Scoop.it

We are about to launch our second product (HookFeed), but it’s not our second launch. We’ve been doing countless mini-launches (alpha versions) for months now with both HookFeed and Minimalytics — and we keep making the same damn mistake:


Giving users too many choices…Below, I’ve illustrated our mental excursion from key iteration to key iteration across both products in search of simplicity.


TLDR: We’ve been reminded (brutally) that as product people we need to make the hard choices up front if we want any of our products to succeed. The vocal minority isn’t usually right and ultimate flexibility isn’t really what people want or need....

Jeff Domansky's insight:

If you're an entrepreneur or start up, and you can only read one article this week, this is the one! Joelle Steineger tells how she and her partners overcomplicated the hell out of both of their products. The results were disastrous and just as difficult to avoid the second time around. Great business storytelling and lessons. Highly recommended. 10 / 10

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Seth's Blog: How to draw an owl

Seth's Blog: How to draw an owl | Public Relations & Social Marketing Insight | Scoop.it
The problem with most business and leadership advice is that it's a little like this:


The two circles aren't the point. Getting the two circles right is a good idea, but lots of people manage that part. No, the difficult part is learning to see what an owl looks like. Drawing an owl involves thousands of small decisions, each based on the answer to just one question, "what does the owl look like?" If you can't see it (in your mind, not with your eyes), you can't draw it.

Jeff Domansky's insight:

Another super Seth Godin post reminding us that sometimes simplifying is silly.

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Double Your Productivity With The Pomodoro Technique

Double Your Productivity With The Pomodoro Technique | Public Relations & Social Marketing Insight | Scoop.it

I think the thing I like most about The Pomodoro Technique is it’s easy to implement. So commit to doing this over the next week and watch how much easier it is to focus and give the one task you are working on much greater attention. Like every productivity strategy, you must use what works best for you..…

Jeff Domansky's insight:

Time management tips that work.

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gyroVoice: Everything We Thought We Knew About B-to-B Marketing Is Wrong

gyroVoice: Everything We Thought We Knew About B-to-B Marketing Is Wrong | Public Relations & Social Marketing Insight | Scoop.it

What company do customers feel most connected to emotionally?Apple? Nope. Amazon? Sorry. It must be Nordstrom then, right? Not even close.


To find the company that has the strongest emotional connection with customers, you have to leave the consumer world behind. Blows your mind, doesn’t it?


According to new research from Google and the CEB, customers are more emotionally connected to B-to-B brands, and it’s not even close. The company customers say that they are most emotionally connected to is…Cisco.


Why? Well, it’s about understanding risk. The more risk involved with a purchase decision, the higher the likelihood of an emotional connection. Increase the variables related to risk (e.g., losing a job, wasting corporate investments), and you have the ingredients for an emotionally involved buyer. Personal risks peak when others are counting on you to make the right decision and the stakes are highest....

Jeff Domansky's insight:

Great post from Scott Gillum: "How can we leverage this insight? To start, focus on better communicating “personal value” to non-customers. The research found that brand messaging connects with buyers early on, but the excitement wanes over time as we move down the buyer journey into the evaluation phases."


If you also communicate reduced riskrisk, your b2b success rate is much higher. Recommended readingreading  9/10

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Welcome to the 'Company as a Service' Paradigm

Welcome to the 'Company as a Service' Paradigm | Public Relations & Social Marketing Insight | Scoop.it

The collaborative economy is valued at an estimated $26 billion. Despite its hippie underpinnings, sharing is big business. And as brands look for ways to enter this uncertain value chain, at least one truth is becoming self-evident: Your product is not a product; it is a means to deliver services to a new kind a consumer.


The advertising age had a good run, from the birth of mass media until the point it went social. Then consumers began to talk back online--in Amazon reviews, Yelp ratings, and Facebook posts--and the customer experience age was born. Today snarky comments are the least of marketers' worries, as we enter what the Altimeter Group calls "the collaborative era."...

Jeff Domansky's insight:

Big challenges ahead for business in the collaborative economy.

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How to Analyze Your Startup Like A VC in 15 Minutes Or Less

How to Analyze Your Startup Like A VC in 15 Minutes Or Less | Public Relations & Social Marketing Insight | Scoop.it

When I first started in venture capital five years ago, I wanted to create a programmatic way to analyze companies well. My goal was to be able to step into a meeting with an entrepreneur with some kind of form that I would fill out throughout the meeting, so that by the end of the meeting I might have an understanding how the startup fits into its ecosystem.


It took quite a while to devise this framework and to revise it until it became useful, practical and insightful. I spoke with friends who were consultants and who analyze companies for a living. I read many books on the topics of competition and strategy. Last, I spoke with other investors.


But in the end I chose three simple frameworks that were already well-known and which fit together on two sheets of paper: The Business Model Canvas, Porter’s Five Forces, and Value Chain Analysis....

Jeff Domansky's insight:

Like management acronyms? How about BMC, P5F and GUF?  In just 15 minutes, VC Thomasz Tunguz can analyze a startup business using three invaluable management analytical tools. Excellent read for you post-MBA types or those who enjoy thinking analytically.

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5 Types of People Who Will Lead Tomorrow’s Marketing StrategiesStrategies | Capgemini

5 Types of People Who Will Lead Tomorrow’s Marketing StrategiesStrategies | Capgemini | Public Relations & Social Marketing Insight | Scoop.it

Is the CMO’s role still about marketing? I got to thinking about this recently after reading a Forbes article about the emergence of the “Eclectic CMO.” In short, this refers to a marketing leader who doesn’t have the traditional marketing pedigree or resume.


In the past, marketing was about the four Ps. Today, marketing strategy is about delivering smart content to help leaders innovate and grow their businesses. Audience fragmentation, social media and, more recently, Big Data, have changed the rules of content marketing. In sharp contrast with the strategies of a few years ago, influencer engagement and a solid mobile strategy are now emerging as the keys to success in this arena.


This revolution has opened unconventional paths to the CMO role. As a result, companies are hiring CMOs with more diverse sets of credentials, skills, and experiences.If you’re wondering what it will take to lead marketing into the future, keep your eyes peeled for professionals who fit into these five personas...

Jeff Domansky's insight:

Which type of future marketer are you?

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The Power of I Don't Know

The Power of I Don't Know | Public Relations & Social Marketing Insight | Scoop.it

In a 2012 study on the state of marketing conducted by IBM, 52 percent of Chief Marketing Officers said that they are unprepared for the expected level of complexity over the next five years. Which only makes me wonder whether the other 48 percent were posturing, daydreaming when they answered the survey, or really think they have it all figured out.


From big data to the myriad of little dials we need to turn in managing our brands, there has never been more to do, less time in which to do it, and such a paucity of patience for poor performance.So what’s a marketer to do? Develop more sophisticated systems and tools? Invest in new methodologies and engagement strategies? Create deeper integration between every function in their business--from IT and Finance to Customer Service and Sales?


(Yes, yes, and yes.)...

Jeff Domansky's insight:

If you don't know every answer, there can be value in admitting it up front.


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Are we in a marketing revolution ... Or something even more surprising? - Schaefer Marketing Solutions

Are we in a marketing revolution ... Or something even more surprising? - Schaefer Marketing Solutions | Public Relations & Social Marketing Insight | Scoop.it

Perhaps this is not a marketing revolution after all. Maybe there is something deeper going on here.


The qualities that have always been at the heart of business — a trusted human presence, responsiveness, honesty, and social communion — are at the heart of the social media strategy. We lost sight of these qualities for 100 years — the advent of mass media. We are not so much experiencing a revolution as a return to the way people have always wanted to do business with us.It is not really a revolution. We were just lost for awhile....

Jeff Domansky's insight:

Mark Schaeffer explores the true heart of business

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Will Smart Companies Interview Your Kids?

Will Smart Companies Interview Your Kids? | Public Relations & Social Marketing Insight | Scoop.it

... I needed to hire a new salesperson, and one resume stood out like a sore thumb. The applicant, Ari, was a math major and built robots in his spare time—clearly not the right skill set for sales...

 

Organizations place far too much weight on interviews. It’s time for the pendulum to swing in the other direction. Instead of assessing how well people talk, let’s observe how they work....

Jeff Domansky's insight:

Thought provoking post for business owners, consultants and managers.

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The Real Reason Marissa Mayer Should Catch Flack

The Real Reason Marissa Mayer Should Catch Flack | Public Relations & Social Marketing Insight | Scoop.it
Many pointed to the fact that Yahoo!’s working mom CEO got flack when Best Buy’s working dad CEO didn’t as unfair for gender inequity reasons.... ...Yahoo! builds exactly the kind of products designed to help work-at-home employees. On its face, then, Yahoo!’s rejection of such practices for its own employees looks like a brand misalignment. I mentioned this in a previous article and it generated a Twitter conversation that I thought deserved more than 140 characters. Lest you think that I am supporting the shut-down of work-at-home policies, I’m not. I want to show you that the extent to which such policy changes are made intentionally, and communicated in ways that help reinforce the brand promise to employees and customers, even unpopular decisions can reinforce a brand’s market position. Best Buy will have an easier time of this than Yahoo! for reasons outlined below. Creating a brand that makes sense to the market – especially when a leaked employee memo can the internet ablaze as Yahoo!’s did – means you have to avoid the 2 biggest mistakes of internal branding....
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How Medium Is Building a New Kind of Company with No Managers

How Medium Is Building a New Kind of Company with No Managers | Public Relations & Social Marketing Insight | Scoop.it

But Medium isn’t just taking a revolutionary approach to digital publishing — it’s changing the way companies operate too. As one of the fiercest and most faithful adopters of Holacracy – a radical new theory of corporate structure — Medium is experimenting with a completely management-free environment that’s laser focused on getting things done. Stirman couldn’t be more thrilled with the results: the freedom, the momentum, the productivity are all unparalleled, he says.


But companies don’t have to go all-in on Holacracy to reap the benefits. If his transition from Twitter to Medium taught him anything, there are always more tactics to try to make things work better. Below, he shares his lessons from taking the leap....

Jeff Domansky's insight:

This is a brilliant management read and highly recommended. 10/10

Marco Favero's curator insight, February 3, 2015 4:33 AM

aggiungi la tua intuizione ...

Olivier Lefebvre's curator insight, November 3, 2017 12:39 PM

Comment Medium s'y est pris. 

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The Main Ingredient of Change | Harvard Business Review

The Main Ingredient of Change | Harvard Business Review | Public Relations & Social Marketing Insight | Scoop.it

...So we set out to remake our “play it safe” culture and empower our people to think bigger and act more boldly. We made “courage” one of our core values and built a new performance management system that encourages employees to take responsible risks and set ambitious goals. People now own the outcomes they deliver, and we reward those whose contributions have an exceptional impact.


Cultural values have to be modeled at the top to take hold, so we revamped our leadership team with courage in mind. Virtually everyone on the team is either new to his or her role or new to Campbell since I became CEO....

Jeff Domansky's insight:

Campbell's CEO Denise Morrison talks about changing culture to change the company and move it forward. Recommended reading 9 /10.

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240 Mornings | Fizzle

240 Mornings | Fizzle | Public Relations & Social Marketing Insight | Scoop.it

... As a creative, you must treat the time of your day that you work best as sacred. Whether that is first thing in the morning or late at night, nothing should get in the way you of you actually creating, everyday.The problem is that unless you specifically block off that time on your calendar (which is the only really “sacred” place for time commitments these days), it won’t happen. You end up forcing your best and most important work (writing, podcasting, video production) in between meetings, errands, and other less important tasks in the middle of your day.If you instead determine what time of day you think and create best (for me that is first thing in the morning), you’ll create more great art on a consistent basis...

Jeff Domansky's insight:

Here's some exceptional advice on productivity and planning your work more effectively with outcomes.

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Creating Value from Analytics: The Nine Levers of Business Success

Creating Value from Analytics: The Nine Levers of Business Success | Public Relations & Social Marketing Insight | Scoop.it

IBM just released the results of a global study on how businesses can get the most value from Big Data and analytics. They found nine areas that are critical to creating value from analytics. You can download the entire study here.


The researchers identified nine levers that help organizations create value from data. They compared leaders (those who identified their organization as substantially outperforming their industry peers) with the rest of the sample. They found that the leaders (19% of the sample) implement the nine levers to a greater degree than the non-leaders. These nine levers are...

Jeff Domansky's insight:

Another way that leaders are successful involves how they use big data. Interesting study of the nine levers to success

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Are You A Calculator Jockey Or A Scarf-Wearing CMO?

Are You A Calculator Jockey Or A Scarf-Wearing CMO? | Public Relations & Social Marketing Insight | Scoop.it

Speaking with a well-respected analyst at a top-tier firm recently, she said to me “There are two types of CMOs: ‘calculator jockeys’ and ‘scarf wearers.’


”‘Calculator jockeys,’ she explained, are all metrics-driven. They carry around their iPads and can look at every tactical activity down to the nth degree. They love technology and ‘get it.’ ‘Scarf wearers,’ on the other hand, are not data-driven and are not passionate about technology. They navigate on instinct, gut, and feel. Her concern was that neither one alone was good enough for the challenges that social brings to the global enterprise...

Jeff Domansky's insight:

Valuable insight from Jeremy Epstein: "disruptive forces mean that large, complex businesses can and must scale real, social human relationships. Or become irrelevant and fail."

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B2B Marketing Trends That Will Shape Your Strategy - Anders Pink

B2B Marketing Trends That Will Shape Your Strategy - Anders Pink | Public Relations & Social Marketing Insight | Scoop.it

B2B marketing strategies are having to constantly change and adjust in the light of new trends driven by B2B buyers and technology. We have identified the key B2B marketing trends and how they may shape your future strategy. To keep this article short, as there is a lot to cover, we have put in links to more detailed articles as appropriate, should you want to read further.


Typically B2B marketing is segmented into outbound marketing such as email campaigns and inbound marketing such as SEO, social media and content marketing. The general shift has been towards inbound marketing as buyers increasingly manage the early stages of the buying process without contacting vendors by reviewing websites, talking to peers in the industry and reviewing resources. This allows them to often filter and shortlist without ever talking to a sales rep....

Jeff Domansky's insight:

Steve Rayson shares eight valuable marketing trends that will impact how you develop your business strategy.

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"Blockbusters": Why The Long Tail Is Dead And Go-Big Strategies Pay Off

"Blockbusters": Why The Long Tail Is Dead And Go-Big Strategies Pay Off | Public Relations & Social Marketing Insight | Scoop.it

Anita Elberse turned the long tail on its head during her keynote at the FutureM conference hosted by MITX in Boston last week. The popular professor of business administration at Harvard Business School discussed her new book, Blockbusters, which looks at what drives huge success in the entertainment industry, and how these lessons can translate to other sectors.It was a fascinating talk.


To introduce her premise, Elberse compared the strategies and results of two business leaders in the entertainment world: Jeff Zucker, as head of NBC and Alan Horn as president of Warner Bros. Elberse explained, Jeff Zucker focused on cutting spending and managing for maximum profitability across all of its programming. Alan Horn, on the other hand, had the opposite strategy: embrace risk and make a few huge bets a year.


The results? NBC fell from number one to the number four network and profits tanked. Warner Bros. experienced one of its most profitable decades under Horn’s leadership.


“The notion of smaller bets being safer is a myth,” Elberse told the audience. “It is safer to make bigger bets because they are likely to have bigger outcomes.”...

Jeff Domansky's insight:

counter intuitive management thinking. Rethinking longtail strategies and how they don't really work.

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Seth's Blog: Better than free

Seth's Blog: Better than free | Public Relations & Social Marketing Insight | Scoop.it
How do you compete with free?


How does a wedding photographer or a travel agent—someone who used to make a good living performing a task that was hard to do without them—compete against ubiquitous free alternatives?


There's only one way...

Jeff Domansky's insight:

I won't spoil Seth Godin's punchline. As usual, he's concise and brilliant!

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Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social

Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social | Public Relations & Social Marketing Insight | Scoop.it

Learn about the "G'SOT" and why social media when used in marketing is nothing more than a tactic.


There’s an old adage about the weather that’s gospel for mountaineers and meteorologists alike: There’s no such thing as good or bad weather. All we have is weather, and you have to be prepared for it — good and bad.


Same goes for media and marketing. There’s no such thing as traditional or new media, just as there’s no such thing as traditional or social media marketing. All there is media and marketing, and both have always been and always will be in a constant state of tactical evolvement.


In fact, when people talk or write about “social media marketing” being a discipline unto itself – one requiring a unique skills set and understanding to master – all they’re really talking about is the last item in what I like to call the G’SOT. And unless you understand the difference between Goals, Strategies, Objectives and Tactics (the G’SOT), you’re likely to dismiss anything else there is to say on the subject.


So, for the uninitiated...

Jeff Domansky's insight:

What a thought-provoking post! Applies to many professions and industries disrupted by social media. Really made me think. Highly recommend it. 9/10

malek's comment, September 28, 2013 5:25 PM
highly informative, and not only for the uninitiated. Thanks
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HubSpot Has Created A Culture So Fantastic An MIT Professor Is Studying It

HubSpot Has Created A Culture So Fantastic An MIT Professor Is Studying It | Public Relations & Social Marketing Insight | Scoop.it

When it comes to company culture, Boston-based HubSpot could very well be the next Google. At the very least, it's one of the most unique places to work in the tech industry today. An MIT professor has even been studying the 550-employee company for months as the subject of her PhD dissertation, cofounder and CTO Dharmesh Shah told Business Insider.

 

This isn't about strange or over-the-top perks it gives employees, although it has a few of those. It's about an attitude in which workers are treated in part like cofounders and in part like students, Shah explained to Business Insider. Here's a lightly edited transcript: BUSINESS INSIDER...

Jeff Domansky's insight:

Peek inside what's driving HubSpot's success...

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7 Social Media Tips for CEOs | Mashable

7 Social Media Tips for CEOs | Mashable | Public Relations & Social Marketing Insight | Scoop.it

Businesses can no longer afford to have top leaders sit on the social media sidelines, a new study finds. More than three-quarters of executives worldwide believe it is a good idea for CEOs to participate in social media, the research from public relations firm Weber Shandwick and research partner KRC Research found.

 

The study identified a wide array of benefits that come with top executives who are socially active online. More than 70% of those surveyed said CEO sociability increases information-sharing throughout the business, improves company reputation, demonstrates innovation, humanizes the company and improves business results....

Jeff Domansky's insight:

Social CEOs can have a communications domino effect on and within their organizations.

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Why You Should Never "Fire" a Client | 99U

Why You Should Never "Fire" a Client | 99U | Public Relations & Social Marketing Insight | Scoop.it
Clients are the vehicle by which our work is put to use. So why do some of us view them with contempt?

 

Recommending avoiding terms like "fire your customer" is good advice. But why do we talk like this? It's more than just frustration with difficult clients, or those who are a little slow to catch on to our brilliant ideas, or ones that keep demanding better service and lower prices.


The "fire the customer!" mindset is a symptom of contempt for clients. The term "contempt" might sound shocking. We love our clients, don't we? They pay the bills. They refer us to others. They are the vehicle by which our work is put to use. Yet this dismissive attitude toward clients is surprisingly pervasive. If you listen carefully, you will hear it from others, and perhaps even, on occasion, from yourself. Do you find yourself thinking any of the following?...

Jeff Domansky's insight:

This post will get you thinking about client relationships... but you may still feel like firing a client regardless.

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