THE David Anderson

You Want Me to Follow You?

Newsflash... I don't follow everyone that follows me on Twitter.  I know, I know, where is my sense of community?  Don't I want to be a contributing member of society?  Believe me, I have no problem with engaging others but come on... some folks out there aren't even trying.  There are plenty of posers and spam bots out there and even some real folks who only broadcast on auto-tweet and I'm not interested in that type of engagement.  When someone follows me, I don't auto-follow back.  I will take the time to check out your profile, tweets, maybe your url and if I see value, I'll follow back.

In case you would like to know what I'm specifically looking for, here are some reasons why I will follow you. 

1. I WILL FOLLOW YOU IF... you have a picture.  I need to at least be able to visualize who I'm speaking with.  I'm not down for communicating with the mystery "EGG" person.
2. I WILL FOLLOW YOU IF... you have a profile/bio.  Your recent tweets will give me a sense for who you are but what is your elevator pitch?  That is your chance to sell me.  Be professional, personal, and having a sense of humor also helps.
3. I WILL FOLLOW YOU IF... not all your tweets are RTs or filled with self-promotional links.  Don't get me wrong, retweeting is a very important piece of social media but if that is all you do, I might as well follow those you are retweeting and cut out the middle man.  Also, I see the value of self-promotion but if that is all you do, you are missing the point.
4. I WILL FOLLOW YOU IF... you follow most of the people who follow you.  Don't follow back everyone and then after you build up your following, cut everybody off to look like a celebrity.  As Primetime would say, #HOP, don't act like you don't know me!
5. I WILL FOLLOW YOU IF... you are not an organization.  Ok, I follow some businesses, but for the most part, I want to engage with a person rather than a company.
6. I WILL FOLLOW YOU IF... your auto DM isn't spammy and impersonal.  I don't use auto DMs but I have seen some good ones (e.g., "What took you so long?") but for the most part if there are links and suggestions to "make money", that isn't going to cut it.

2010 - Top Branding Events

Happy New Year to all!  2010 was another great and eventful year.  From a branding point of view there were definitely some historic moments.  Let's take a stroll down memory lane and revisit some of the memorable branding events of 2010:

• Old Spice became relevant again with a viral ad campaign.  I still haven't purchased any Old Spice products but I'm sure they have gained new customers.
• A new Gap logo... oh wait, nevermind... bad idea.  Thanks Twitter!
• The ipad launched and I capitulated... but it has been worth it!  New iphone launched but not without controversy... free bumper case anyone?  I think they'll survive.
• SunChips try to go green with the first ever 100% compostable chip bag only to be later buried when consumers banded together to protest the most noisy chip bag ever made.
• Vuvuzela... addicting and annoying but added to the draw of World Cup soccer... even I watched.
• BP Oil Spill - Not many brands fight a global crisis like BP had to this year.  Key take away is be prepared for crisis management and error on the side of the consumer. 
• Tiger Woods - it seems that from a branding point of view he is on his way back up... America will give you a second chance... ask Michael Vick.
• Goofy Bands - ok, not really a branding event but my kids are crazy about these things.
• Facebook, a social networking site with its own feature film?  This brand has reached new heights despite the privacy concerns.  What will 2011 bring?
• King James and the Decision - the majority was critical and appauled at the coverage of The Decision but we all watched and have chose sides.  Who will win/lose... Nike, NBA, ESPN, Lebron?  Either way, the Heat games will get more attention... for better or worse and my son still wants his shoes.
• Toyota - hard to believe that this quality brand became a punchline for comedians everywhere when they experienced issues with accelerators getting stuck in their vehicles.  They should be able to bounce back but they opened the door for others to grab market share... even Hyundai.
• Conan-gate - NBC and Leno took a hit for the way they handled their late night franchise but Team Coco took Conan to heights of popularity that he has never seen... now what channel is TBS on??  ...nevermind, I'll watch Jimmy Fallon instead.

I know this isn't a comprehensive list but some that stand out to me.  What are some of your top branding moments of 2010?

Follow @TheDavid_A

• RT @smallbizcreativ: People ignore design that ignores people. - Frank Chimero
• If you come across as positive, your prospects are likely to feel positive about you... the opposite is also true.
• RT @DonCooper: Networking is an opportunity, not a guarantee. What you get out of it is based primarily on what you put in to it. #sales
• Make sure your messaging focuses on what you do well. Understand where you excel and where your competition doesn't.
• "Do not wait to strike till the iron is hot; but make it hot by striking." -William B. Sprague
• Good salespeople help their customers with their present needs but also prepare them for future needs.
• When dealing with professional procurement dept, be yourself and be positive. They deal with sales "games" all day long.

Motivational Therapy

Here are some motivational thoughts to help you continue to fight the good fight.  Now go get 'em!

1. "You miss 100% of the shots you never take." -Wayne Gretzky
2. "Opportunities multiply as they are seized." -Sun Tzu
3. "Keep away from people who try to belittle your ambitions.  Small people always do that, but the really great make you feel that you too can become great." -Mark Twain
4. "Everything you want is just outside your comfort zone." -Robert Allen
5. "Life Rewards Action!" -Chris Widener
6. "You may have to fight a battle more than once to win it." -Margaret Thatcher
7. "Far better it is to do mighty things, to win glorious triumphs, even though checkered by failure, than to take rank with those poor spirits who neither enjoy nor suffer much, because they live in the gray twilight that knows neitehr victory nor defeat." -Theodore Roosevelt
8. "Confidence is contagious.  So is lack of confidence." -Vince Lombardi
9. "If you don't run your own life, someone else will." -John Atkinson
10. "Fear doesn't exist anywhere except in the mind." -Dale Carnegie

Fear Can Be a Great Motivator... but it's lousy for production

A recent study, conducted by the University of Duke (I know fellow UNC fans but please continue reading - this is good stuff), concluded that an unconscious memory of a controlling person stimulates a negative behavioral reaction.  Participants in the study were flashed the name of a boss, parent, or significant other, whom they perceived as controlling and who wanted them to work hard.  The research showed that the productivity of these subjects dipped off when they were exposed to these names, even if they didn't intend to. 

As the study points out, this illustrates our human nature to be free and independent.  The workplace is no different but the intriguing part to me is that this happens on a subliminal level.  Of course we realize that employees want to be valued and trusted, not oppressed.  However, if your managerial style is to control every detail of your group, your staff could unconsciously react negatively to your assignments and you will not have their full support. 

The key takeaway for managers is to balance this need for freedom with accountability.  When you ask your direct reports to perform a task, make sure you do so in a way that doesn't infringe or make them feel backed into a corner.  Be direct and make sure deadlines are understood but seek their opinion and make sure they also believe your requests are reasonable.  Also, don't be know-it-all.  If your employees are afraid of you they will bottle up and not be willing to voice their opinions.  Sincerely ask for their feedback, who knows, maybe they might have good ideas also ;). 

Is Your Glass Half Full?

Unless you are selling the perfect product, you need to understand how to identify and resolve customer's concerns.  As you go through the sales process your prospect will ask questions about the limitations of your product or service.  Don't shy away from these discussions!  Every product falls short in one area or another, the important key is to be able to probe the customer in such a way that you first, fully understand the concern and second, be able to respond in a positive light.  Don't attack the prospect or diminish their viewpoint.  Here are some of my favorite questions to use in these situations that keep the discussion moving in a positive direction:

1. That is an interesting point, help me understand why you feel that way?
2. What has been your experience with this method?
3. Are there alternate solutions to this approach?
4. Would you mind sharing with me how you are handling this today?
5. What are the other dependent factors that are impacting this process?
6. How would you like to see this handled?

Remember that you are building a brand with every conversation you have with your prospects, even the difficult ones.  If you ignore or try to brush off their questions you risk an opportunity to build trust and ultimately sell something. 

iPad? ...iDid!

I have always been intrigued by the iPhone but because my employer’s phone of choice is Blackberry (no complaints by the way) I never entertained it. I could have gone the iPod Touch route but I didn’t want to carry a blackberry and an iPod (How’s that workin’ for ya?). So when the iPad was first announced I wanted to learn more. I didn’t take the plunge and pre-order or buy on launch day because I wanted to learn from the first wave and I also felt like I wanted the 3G model.

Well, the first wave arrived and a buddy of mine was in love with his. After talking more with him about the possibilities of the iPad, and researching it on the web, I decided to get the 3G model on launch day… except all my nearby stores sold out and I eventually just ordered it from apple online. Now, after having in my possession for 10 days, here is my review.

The iPad rocks! Here are some reasons why (in no particular order)…

1. Mobile internet the way it was meant to be – I don’t need to go to a different room if someone else is on the computer, I can sit next to them in the living room and surf away. I realize you can do this with a laptop as well but I don’t need to “boot” the iPad. With one click, I’m up and going.

2. Reading – The iPad makes it so easy to download books, magazines, newsletters, etc. Between iBooks, Kindle App, and the new Barnes and Nobles App (B&N is my top choice), you are covered to read almost anything. Are there other devices out there that do this? Yes, but do they do all of these other things? No.

3. GPS Navigation – One less thing to carry. Right now I’m using the iPhone App – MotionX GPS and it works just fine.

4. Video viewing – Streaming TV, movies, podcasts, converting DVDs, ABC, Netflix, etc. (oh yeah, if you plan on downloading movies or viewing your own, go 64gb… either that or go with one of the cloud apps). The perfect size for mobile video, plus you can buy the adapter and connect it to a larger display. The quality is excellent.

5. Travel – perfect travel device. Not too big, not too small, just right.  Watch, listen, read, surf, write, email, etc. all from the road. I could go on but you get the picture.

6. Email and Social media – My blackberry covers my work email and I can use the iPad for personal use. The twitter apps, the Facebook iPhone app (I’m sure a better one will come out later), the web, etc.

7. Games – I love my psp but gaming on the iPad will be huge. It is small enough to take with you but big enough to impress you visually. Not all games have great graphics so far but the potential is there. My only concern is the control functionality. That could diminish game play somewhat (thinking about Madden) but it won’t replace my console… just enough to get me through when I’m not at home. By the way, my family is addicted to Plants vs. Zombies and Angry Birds… so much fun!

8. Blogging – this post brought to you by the Wordpress iPad app.

9. Work – yes, I do plan on using this to work on . With Numbers, Pages, and Keynote I can put together a proposal, pricing document, presentation, etc. (especially with a bluetooth keyboard). I don’t think it will replace my laptop but it can get me by in a pinch.

10. Family sanity – This might sound corny but I can turn my daughter’s mood around in a heartbeat with the iPad. If her brothers pick on her I can say, “Let’s go play with Doodle Buddy” and she is immediately happy. She was a bit of a momma’s girl but that is starting to change. Are there other ways to build this relationship? Yes, but can they do all these other things?

I could go on but I won’t… need to go kill some zombies. Is it perfect? No, but I don’t think that should stop you from buying. Software will continue to be developed and it will get even better than it is today. Besides, I don’t think this will be my last iPad. Enjoy it for what it is right now!

Time to Reflect and Refocus

I received an email from Michael Dalton Johnson with a list of suggestions for a more productive, healthy, enjoyable, focused, and successful life.  Here are some of my favorites...

Taking Care of You

Drink plenty of water. [My drink of choice... people think I'm cheap but I just love water!]
Eat more fruits and vegetables and eat less that is manufactured in processing plants.
Avoid eating food that is handed to you through a window.
Play more games. [Fine... I'll play more games :)]
Read more books than you did in 2009.  [Does speed reading count?]
Sit in silence for at least 10 minutes each day.
Sleep for 7 hours.
Take a 10-30 minute walk daily. [Get active!]

Your Outlook

Don't compare your life to others. You have no idea what their journey is all about. [Amen, live your life, don't try to be someone else]
Don't have negative thoughts of things you cannot control. Instead invest your energy in the positive present moment.
Don't take yourself so seriously. No one else does.
Life is too short to waste time hating anyone.
Realize that life is a school and you are here to learn. Problems are simply part of the curriculum that appear and fade away but the lessons you learn will last a lifetime.  [Don't ask why me?  Ask what am I supposed to learn from this?]

Your Relationships

Call your family often. [Faceboook notes work too]
Each day give something good to others.
Spend time with people over the age of 70 and under the age of 6. [We can learn from every generation... we never know it all]
Try to make at least three people smile each day.

Your Life

You don't have a soul. You are a soul. You have a body.
However good or bad a situation is, it will change. [Be mellow... it is easier to think through the hard times and keeps you humble during the good times]
No matter how you feel, get up, dress up and show up. [Follow through with your committments!]

 

What Makes You So Special?

Why should I do business with you?  Does your customer know what sets you apart from the competition?  More importantly, do those competitive advantages that you rattle off matter to the customer? 

Customers buy products and services because they help them achieve business goals, solve problems, and add value.  However, marketers (myself included) are quick to drown customers with corporate literature that touts core competencies, A-list clients, size of your operation, etc.  Don’t get me wrong, these topics generally do come up during the sales process but the most important piece of messaging that will keep the prospect engaged will be an explanation of how your product or service will address the pain points of their job. 

Providing a meaningful message that answers the question, “What makes you so special?” is typically the challenge between sales and marketing.  Many brochures, slideshows, data sheets never make it to the client because the messaging doesn’t hit home for the prospects and the sales reps know it.  Sometimes the customer doesn’t even care that your product is ten times faster than your competition, for the most part, they want to know how you are going to bring them relief.

Another important way to distinguish your product or service is to identify problems or potential problems that your customers haven’t yet experienced.  These are the opportunities that you can relish in because you will immediately build trust with the customer as an advisor rather than a vendor who wants to sell you more stuff.

We are definitely in an age where customers filter out noise and block out “corporate” messaging.  I know it might be hard to hear but we need the feedback from the sales reps to fine tune our messages in a way that the specific needs of customers will be addressed.  Otherwise, the collateral material with the laundry list of our achievements, generic product enhancements, and our best in class operational procedures ends up collecting dust instead of generating leads.

Brand Twitter Therapy

Here is a daily dose of Brand Twitter Therapy from myself and other twitter friends:

• @2social_soho: build strong relationships with your customers, and chatters to build your brand and create evangelists w WOM
• Happy customers = unpaid sales force. Make them happy.
• Automation in place of conversation = NONsocial Media
• @aliciafalcone: a brand is the stories your customers tell about you. Hopefully, same stories you tell about yourself.
• Branding is PRO-ACTIVE, not reactive. "If you don't lead, they can't follow."
• “In b2b, the customers you select are the company you become.” Das Narayandas of Harvard
• Every good brand needs a leader to execute the strategy and give someone for the activists to follow.
• When you can align your values and passions with what you do and how you do it, you gain energy and reduce stress. -Jordan Friedman
• "The best (sales) pitch is no pitch at all" - Valeria Maltoni via Marketing Profs.
• @bethlapierre: branding is first a strategic endeavor then a creative enterprise
• @DavidSandusky Yes, when everyone in org buys in to the brand strategy great things happen
• @IMAGEidentity: Many are under the perception that because their brand is selling well they have a strong brand... often not true.
• Every business involves a promise (brand) and the fulfillment of that promise (business’s abilities). – Interbrand
• The brands that create the most value are the ones that are the most relevant to the customers’ choice. –Interbrand
• Remain in tune with consumers’ attitudes and demonstrate empathy with what they are going through. -Interbrand