Too many social media professionals don’t understand how to market to a cynical business audience. They get lulled into a false sense of security because many B2B (business-to-business) sales look just like B2C (business-to-consumer) sales. After all, we’re all people. But really hardcore B2B marketing (to large, unsexy, enterprise clients) is a whole different ball game. Really serious businesses have long and complex sales-cycles involving multiple decision-makers and even a formal “business case” for your product.
I’m 2/3 of the way through writing the book and this ‘book proposal’ is a way to get feedback on the direction that it’s going.
A good B2B Social Media Book would have lots practical examples from unsexy industries and be grounded in rigorous business strategy. I’ve been working on the book to bring together the best of the marketing industry’s knowledge on enterprise scale B2B social media.
A lot of the techniques and tricks are simply a digital update of old-school sales tools from companies like IBM, Oracle, Cisco, Siemens and General Electric. B2B social media should be years ahead of B2C, because of the long-standing appreciation of the importance of personal relationships. But it’s not. Continue reading
It’s not an easy time for students wanting to figure out how to get a job in advertising. You need to fight hard to get your first job in the creative industries. I recently gave a speech to a group of students from Temple University about creativity in business. The most common questions afterwards were about careers, internships and jobs. It seems that finding a job in advertising is proving even more difficult than ever.
Advertising, Design and PR agencies have traditionally stayed out of each other’s territory. But digital, brand and social media are changing this.
I’ve picked up a few tips over the years on how the industry works and what the best ways to get started are. London has an amazing array of advertising, marketing, communications and public relations agencies. Continue reading
Noma is a world-famous restaurant in Copenhagen that is leading charge in creativity and innovation. The experience of eating at Noma really blew my mind. Every detail has been considered. The meal leads you on a journey throughout the Scandanavian wilderness. The idea is to use ‘found’ food that had been foraged from nature. There is a child-like wonder to the Noma restaurant that draws you into the story. The passion of the chefs is infectious and they really are on a mission to change the way that we look at creativity and food. Noma was awarded the best restaurant in the world for a couple of years running and there is a lot that we can learn from them about creativity, innovation and company culture.
The Noma laboratory and test kitchens create an impressive space for innovation.
We made a special trip to Copenhagen because a friend had managed to refresh the booking page on their website repeatedly until she got a table. A little like buying tickets to an almost sold-out concert. Just before leaving for Copenhagen, a client in the restaurant trade reminded me that that Autumn in Denmark might be a cold time to be foraging and that perhaps the meal would be a bit light. Luckily, the team at Noma are masters at improvising and the Autumn seasonal meal was a masterpiece.
Creativity in business matters more than ever before. Luckily, there is a new technique called gamestorming that uses games to encourage creativity in business. The old approaches like workshops, brainstorms, off-sites or hiring a consultant to think for you are no longer enough to create the new ideas that you need. Execution is still vital to bring products to market, but if you don’t have a good idea to start with, then you’re stuffed.
You can use games and play to introduce people, create new ideas and even to prioritise, cull ideas and select the best ones.
I recently gave a presentation on Gamestorming to a group that are advocating for mobile working, digital nomads and creativity called Anywhere Working. The group are facilitated by the team at 33 Digital and David Clare was kind enough to invite me to get involved. I was presenting on behalf of one of the collectives that I’m involved in called Converge+UK. Converge+UK is all about creativity at the intersection of design, business and technology so it was great to share some ideas with the Anywhere Working crew. Rueben Milne had a great take on the ways that creativity can happen in unexpected places and at unexpected times.
The second Converge+UK event was held at the Innovation Warehouse on 3 October 2012. We had over fifty people attend from a mix of design, business and technology backgrounds. The mash-up of backgrounds made for some great debates and discussions.
Creative abrasion is one of the main themes of Converge+UK.
The Converge+UK team are getting better at dressing the room to create a sense of occasion. Our branding is getting so good that we even had a few attendees try and (jokingly) steal the event posters at the end of the night. We’ll be making PDFs of the posters available on the Converge+UK website.
I have wanted to write a business book ever since I first picked up Tom Peters’ obscure business classic ‘Liberation Management’ as a teenager. I’ve always loved the overlap between business and creativity. Maybe it’s the seductive idea that business (and life) might just be a little bit better if we could get our institutions to act just a little bit more like people.
It’s important to find a quiet spot to write.
I’ve been working in branding and social media for long enough now to have accumulated some good war stories. I’ve tried out most of the best social media marketing advice and seen what worked (and what didn’t). I’ve known for a while that I had something to say, but I haven’t been quite sure until now that I ‘had a book in me’.
New ideas happen when old ideas collide. But if you’ve ever been to a networking event then you might have noticed that birds of a feather generally flock together.
At the convergence of design, business and technology is where sh+t gets done.
While sitting in an East London cafe, Biotech consultant Tim McCready, entrepreneur Klaus Bravenboer and I bemoaned that business culture in the UK had turned out to be no further ahead in terms of innovation, collaboration and access to capital than our native New Zealand. And in some areas such as Angel Capital and start-up incubators, New Zealand was actually ahead of the UK.
Video is the most powerful form of storytelling medium in all social media. This month I’ve been experimenting with Social Cam as a publishing medium for short, punchy videos about design, business and social media. Video is powerful because you can tell a narrative and convey emotion. Even as a professional communicator it is still one of the hardest mediums to master but also one of the most authentic.
Social Cam is a mobile app that shares video to Facebook and YouTube
Social Cam, Viddy and Supr8 are part of a new trend towards more active video sharing using mobile devices. These apps allow you to shoot short videos in a stylised manner and share them quickly and easily. My camera has become like a mobile toast-masters exercise programme. I can now challenge my communications skills anywhere, any time.
A robust brand strategy is the foundation of all good marketing, advertising and PR. Recently I’ve been helping more start-ups and entrepreneurs with their brand creation. My friend Klaus is working on a fitness start-up. Annabelle is working on a clothing line. Lucy has been growing her snowboarding brand. Josh has a new mobile application. What I’ve found is that the challenges that you face starting your own brand as an entrepreneur are surprisingly similar to the work that I usually do rebranding a multinational company. A few years back I put together a new framework for creating a brand architecture. It’s called the Brand Bowtie because it puts together an internal strategy pyramid with an external communications pyramid.
A fashion entrepreneur faces many of the same branding challenges as a multinational company.
The elements of a successful brand are a vision, values, attributes, tagline, stories and key messages. The internal brand architecture is your little secret, but it will inform everything that you do. The external communications framework is an external tool that you can pick and mix from to build websites, social media and marketing collateral.
In 2009 Forrester picked up on some discussions in social media circles from people such as David Armano and codified the classification of digital media into owned, earned and paid types of media. This structure makes a classification based on the nature of the media itself rather than the activity that you do on it.
A strategy model is only useful if it helps you solve real world problems.
MEC (part of WPP) see the different types of media in a sequence. First you get the message out with paid, then you feed people content in your owned media, then your story gets spread through earned media. Community management firm Temporo have a great blog post summarising the model. Nick Burcher notes that each of the types of media have an “Always On” aspect and a “Campaign” aspect.
I’ve been thinking a lot recently about how we curate our identities with brands. Menswear is a particularly interesting area of branding because so many men want to entirely avoid the issue of dressing, yet it conveys so much to others and to ourselves. The worst challenge for most modern men is Causal Fridays. As my dear friend Brian Richards says, men are left in limbo on Fridays, unsure of how to dress when deprived of both their jeans and their suit. Although personally, I’ve found that a smart velvet sports coat can cover a multitude of sins.
Crane Brothers founder, Murray Crane at Notes Cafe in London.
There is a lot that we can learn from the designers and entrepreneurs who have managed to capture the zeitgeist of menswear while strongly conveying their own take on what is means to be a man. To build a menswear business requires an interesting blend of confidence and inquisitiveness.
I specialise in social media for brands and business, but Gary Vaynerchuk is the master of social media for individual entrepreneurs. He started as a baseball card collector and grew a multi million dollar wine business.
Gary Vaynerchuk explodes off the screen on YouTube the Wine Guy.
Gary’s presentation in 2008 at Web Expo 2.0 was a turning point in the discussion of social media in business. There are lots of other people who can give you advice about ‘how’ to use social media, but no one but Gary can tell you so forcefully ‘why’ to use social media.