Responding to Social Media Buzz - Step #5 ==> Craft meaningful responses

What is a meaningful response? A meaningful response:

• Lets the person know they’ve been heard
• Let’s the person know who you are and that you represent the company
• Thanks the person for their feedback
• May ask for additional information (perhaps in a phone call)
• May attempt to offer an explanation and an apology

(The rest of this section refers to “blogs”, but that applies equally to vlogs, tweets, reviews, and so on. Whatever the Social Media is, you should respond to the Social Media using that Social Media. If the original contributor creates a video about you, then you should respond with a video.)

Here’s how you do it:

1. REALLY read the blog … Seek first to understand what is being written about you.
2. Keep your emotions out of your response ... Count to 10. Personal criticism – or in this case, criticism of the business you are standing in front of - is too easy to take to heart, and difficult to really listen to and understand. Put down your shields and defenses. Stay objective. Focus on the content, and get prepared to listen and enter into a productive conversation.
3. Seek first to really understand ... Perhaps your first response should include a variety of non-confrontational questions like: "Can you give me more details …”. Additionally, it should make use of appropriate Active Listening techniques such as restating key points, and asking permission to resolve the situation. Through asking and listening you should attain concrete and constructive details.
4. Accept the criticism ... No matter what, the criticism is somone's feelings - right or wrong - of your company’s performance. No matter whether you agree or disagree with the criticism, it is time to accept it, and get ready to respond. By letting go of your own resistance and resentment and becoming at ease with criticism and disapproval it is easier to learn lessons and comfortably assert your own perceptions.
5. Thank the person for the feedback ... This has a triple impact with your critic: (1) the critic hears that you heard them, (2) the critic's perspective of you is raised, and (3) it gives you an opportunity to "count to 10" again, and set up your questions.
6. Have a discussion about the issues ... Check your "Lecturer" hat at the door, and engage your critic in a conversation. Ask, listen, chat, discuss, with a focus on open-ended questions. Listen carefully to see if you can understand the problem, and then seek a solution together.

Responding to Social Media Buzz - Step #4 ==> Determine if you should engage

Image by fredcavazza via Flickr

You’re out there watching for Social Media Buzz about your company now, and you start to find content. Now it’s time to determine if you should engage with Twits, Bloggers, Vloggers, and so forth.

On average, each blog post is looked at something like 25 times. Now, that makes for a pretty big cross-section as most blogs are looked at once or twice (and one of those may be the person who wrote it), and some are looked at hundreds of thousands or even millions of times.

One of your first questions might be, “Is this guy important?” There are few ways to really determine if any one Social Media activist is important in the overall scheme of things. One proxy to determine if a person’s blog is important is Technorati.com’s “Authority” ranking. Technorati calculates authority by looking at all links from unique blogs from the past 6 months. That means a blog’s rank will change daily based upon the blog's activity from 180 days ago up to today. As older links fall off the count and new links are added, the blog’s link count may increase, decrease, or stay the same.

Perhaps a good rule-of-thumb is to not spend your time trying to determine a given post’s or poster’s importance, but simply to spend your time engaging with them.

What about Social Media that is filled with profanity or cursing? When customers are unhappy they may tend to write with words that would make your mother blush. The challenge is to figure out if it is worth paying attention to this type of feedback. One way to do this is to take some time to engrain yourself in the other content from the contributor. Do the words that were used spill from bad habit (and consequently reduce the credibility of the contributor), or do they come from the passion or pain of the experience with your company? In the latter case, you really should respond. However, you need to tread cautiously.

Another good rule-of-thumb when experiencing Social Media is to pretend you’re experiencing a customer walking up to you and complaining about their experience with your company. If the person is using the F-bomb as an adjective, adverb, and a figure of speech, then you probably don’t want to engage with that person. On the other hand, if they are using it out of frustration, then you may quickly recognize the need to grit your teeth and engage in the conversation with them.

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• How To Successfully Track Your Way To Blog Success (beatschindler.com)
• Technorati on the Authority Changes (blogherald.com)

Responding to Social Media Buzz - Step #3 ==> Build out your Tactics

Now’s the time to get into the nitty-gritty of how you’re going to respond to Social Media Buzz. There are several points to consider.

• Brand your blog responses ... Your blog responses must reflect your brand, and must be from your brand. You must never masquerade as a third-party trying to shout the praises of your company. You must always be up front about who you are, and that you represent your company. But, you may not be the person who is actually responding to the Social Media. So, before you even write your first Social Media post, write up a description of the "persona" - the person and his or her personality and "voice" - that you want to respond to Social Media. For instance, if you are responding for a stodgy old bank, then your perona should use a greeting like "Good Afternoon", and always use full and proper grammar. On the other hand, if you are a mountain bike company, your persona should use all the right slang: "Hey dude", "shred", and so on. Everyone that is going to respond to Social Media Buzz must present this branded persona.
• Set a standard and branded greeting ... like “Hi There – It’s from ”. In addition, you might hyperlink your company’s website into the name each time.
• Define the name of your responder ... You have a choice to make here: for the sake of consistency, you may want to use the same "virtual responder" so that all of your responses have the same pen-name on them. The advantage of this is twofold – first off it is easy to search for and find your Social Media responses. Secondly, if over the years you end up with 3-4 people responding to Social Media, they can all respond under the persona's name like "Thanks, Ivy". On the other hand, you may want to use the names of the actual responder. The upside of this is that it is more personal.
• Find the Social Media Buzz … Blogs, Vlogs, comments, reviews, and so on - using Technorati, Google Blog Search, IceRocket, and other suitable searches and feeds. Set yourself up searches and RSS feeds so that it is easy to find Social Media Buzz in the future.
  
• Set up accounts … Each social media service typically has a defined account. By using an account, rather than an anonymous response you build a history on each social media service and also build credibility with people who follow Social Media.
• Staff and train your team … Assuming you get a team. Otherwise, perhaps you are training yourself.
• Join the conversation … Now you’re ready to get involved with social media. Search out good and bad feedback about your company, and get ready to interact with it.

Responding to Social Media Buzz - Step #2 ==> Set out your Strategy

Setting your strategy is an iterative process, which goes something like this:

• Listen to the conversation ... Before you jump in with both feet, find and read Social Media about your company and get an understanding of what those conversations are all about. Determine what the buzz is, and how much you need to be involved with it.
• Set some goals ... This is a tough thing to do, given that the metrics on Social Media are few and far between and it is even harder to see an immediate positive benefit to any responses. This is also the time and place to start doing one of the toughest things … drafting your business case. Take a look at the benefits and consider how you’re going to make or save money by responding to Social Media Buzz. Be cognizant that benefits will not magically happen overnight. They will take time to be realized, and consequently you should stage your benefit calculations over several months or years. Also, be careful not to overstate the potential benefits and costs savings. If you state that you will be able to cut your advertising budget by 50% as a result of improved Social Media Buzz, then your CFO will come calling in short order. In reality your benefits have to outweigh your costs only by a reasonable amount. Potential benefits might include:
• increasing positive buzz about your company (thereby driving up the value of your brand, allowing you to reduce advertising costs, and at the same time driving sales up),
• reducing negative buzz about your company (reducing the amount of time you need to spend defending yourself in the media, and the amount of cash you have to spend on PR),
• increasing your Organic Search Ranking by propagating relevant links to your own website (and thereby both driving more traffic to your site (hopefully leading to more sales), and saving advertising dollars), and
• operational improvements driven by keeping your ear to the ground (improving the engagement and brand loyalty of your customers, reducing advertising costs, and improving the utility of your product or service (which likely has a self-fulfilling effect of bringing more customers to your door)).
• Plan for success ... You will need to give Social Media care and feeding - Social Media isn't something you should step into once and back away from. You have to get into and stay in it. That means that once you determine how you will respond to good and bad social media and you will need to set aside time on a regular basis to participate in Social Media. You may even need to have staff in place to keep up with it. Even more, you may need to involve professionals to help you engage in social media. This is the time to draft up the second part of your business case. Now you will start to develop an eye for how much meeting your goals will cost. How many people will need to be involved in listening and responding to buzz? How often will you do it? How often will you need third parties? Be careful not to dig too far into too many details at this point. Focus on the “why” and not the “how”. You probably want to keep your plan to a few PowerPoint slides featuring big concepts, a couple of examples, and your high-level business case. Also, you might want a short-term and a long-term plan. Your short-term plan will look at the immediate future of Responding to Social Media Buzz. This may be a 6-month plan to staff up a team, create a library of responses, and so on. The outcome will be that you are in the game of Social Media. The longer-term plans may include how you may become involved in other types of social media, in creating your own company blog, or in creating your own customer forum. Put your short-term plan on the table. Keep your long-term plan in your back pocket.

Now for the final - and perhaps most complicated step, because it forms your "make or break moment" ...

• Sell the idea ... responding to Social Media as a representative of your company and brand can test your company's culture and its leadership. Before you do the “big sell”, you will need work the slow and soft sell to a variety of individual executives and your peers to ensure that you understand and are cautious of their concerns, and that they understand what you are setting out to do. To do this well means that you must not be married to your plan. You need to listen to the executives and adjust your goals and plan accordingly.

The Definitive Guide to Responding to Buzz in Social Media - #1 Commit Yourself

I've taken a few weeks away from blogging, but now I'm back into it and ready to write "The Definitive Guide to Responding to Buzz in Social Media". This guide comes from several pieces of research that I was doing back in the summer which looked at the best ways to respond to criticism in other fields. Taking that, and some of my own experience in responding to social media, I will be posting an 11-part guide which will give you the tools you need to respond to both good and bad buzz in social media. Join me now as we begin the journey...

#1 == Commit Yourself
As a BIG first step you must commit to responding to social media. To do that is a process in and of itself. But, first off you have to really decide that responding to social media is an important thing to do. You need to believe it deep down in your gut, and you need to be able to make others believe it as well.

To commit yourself means that you have to plan and execute actions that are really the next 10 steps in the responding process, which are ...

• #2 ==> Set out your Strategy
• #3 ==> Build out your Tactics
• #4 ==> Determine if you should engage
• #5 ==> Craft meaningful responses
• #6 ==> Reply based on the context
• #7 ==> Follow some basic etiquette
• #8 ==> Enlist your critic's help
• #9 ==> Create a response template library
• #10 ==> Bring in a professional when you need it
• #11 ==> Get metrics

Join me on the journey to Social Media Response happiness over the next couple of weeks. I'm looking forward to it.

Finding Buzz about you on the web

You've decided that you want to track and respond to social media - blogs and reviews - and you're getting things lined up to make that happen. Excellent.

Now, how do you find it?

There are (at least) four places you can go to start your search.

• Technorati
• Google Blog Search
• Nielsen BuzzMetrics' BlogPulse
• IceRocket

With each of these tools you can set up your search with your company's name (or even your competitor's name ... but I don't generally recommend responding to posts about them). Then you can set up an RSS feed so that you can easily watch for updates out there in the blogosphere.

Also - while the tools are always being updated, they may not do a very good job (if at all) of hitting social networks like MySpace or FaceBook. So you may need to search those separately. On top of that you may want to look for other feeds that are industry specific. For instance, if you are in the travel or tourism industry, you likely want to do a search of TripAdvisor.com.

Interestingly, each of these tools may bring you different results. So, you may want to start by using them all and then pare back to the few that seem to work best for you.

Finally - you may wonder if a given blog is worth responding to. One way to know is to look at the "authority" of the blogger. To determine this, head over to Technorati. They calculate authority by looking at all links from unique blogs from the past 6 months. That means your rank will change daily based upon your blog's activity for a rolling 180 days. The higher the authority, the more people probably look at the blog, and the more likely that the blog is worth responding to. However, just because a blog doesn't have high authority doesn't mean you should ignore it. It can always become the mouse that roared.

Bad Buzz - Handling personal criticism in an evaluation

In the search for "How to respond to bad social media buzz", I've touched on comparisons to Responding to a bad report card, and Handling a heckler. Today I'll look at another touchy point that has some similarities - Handling personal criticism in an evaluation.

My sources today included:

• EzineArticles.com, Five Steps For Handling Personal Criticism by Olimpio Zapanta,
• FashionSenseClub, Personal Image Services, Responding to Personal Criticism, and
• LifeHack.org, Handling Criticism: 6 Options to Get Through It by Thursday Bram.

Handling Personal Criticism in an Evaluation
One of the most stressful moments in anyone's life is the dreaded Annual Evaluation. We're all familiar with this drama where your boss & critic spends a half-hour filling out a report about you and then invites you into a private meeting where they terrorize you with their impression of your performance. Okay - so hopefully it isn't actually that way, but it would be hard to deny that it always feels like it is going to be that way.

No matter what, there will likely be some criticism of you in that Annual Evaluation. Criticism can either be helpful and constructive feedback which will lead to a performance improvement or help you climb to the next level, or it can be mean-spirited and destructive which will lead to a reduction in your motivation and performance.

Whether you think you deserve the criticism or not, here's how to deal with it:

1. Keep your emotions out of it ... Count to 10. Personal criticism is too easy to take to heart, and difficult to get into your head. When you are criticized, it is much easier to get defensive than to stay objective. But, getting emotional or defensive when hearing criticism tends to draw things out, give power to the critic, and eliminate your opportunity to improve and grow. So, when your boss criticizes you, "count to 10", focus on the content, and get prepared to listen and enter into a productive conversation.
2. Thank the person for the feedback. This has a triple impact with your boss: (1) the critic hears that you heard them, (2) the critic's perspective of you is raised, and (3) it gives you an opportunity to "count to 10" again, and set up your questions.
3. Seek first to understand. That's one of the Steven Covey "habits". Quite simply it means that you need to ask questions, and get your boss & critic talking - regardless of any feelings you may have that the criticism is inaccurate or unfair. Questions like: "Can you give me an example of ...?" or "What makes my work unsatisfactory?" are good starters. When your critic is answering, be sure you engage with your critic through Active Listening techniques such as good eye contact, an engaged posture, allowing the critic time and space to talk, restating key points, and non-confrontational questions. Through asking and listening you should attain concrete and constructive details. If you haven't already got it, you may even want to ask for the criticism in writing, or for your official evaluation to be amended. You might even write the criticism down yourself, and ask your boss to confirm it. One clear advantage of this is that it gives you a written and mutually agreeable foundation from which to begin improvement.
4. Accept the criticism. No matter what, the criticism is somone's feelings - right or wrong - of you and your performance. No matter whether you agree or disagree with the criticism, it is time to accept it, and get ready to respond. By letting go of your own resistance and resentment and becoming at ease with criticism and disapproval it is easier to learn lessons and comfortably assert your own perceptions.
5. Deal with it. After counting to 10, listening, and accepting, it is time to deal with the criticism from your boss. You have several choices to be made:
• If you have made a mistake, admit it, apologize and move on. Among other things this lets your critic know you've heard them, and avoids a fight about the problem.
• Give your side. Ask your critic if he or she is willing to hear your side of the situation, and if they are, say, "I see it differently" or "I remember it differently." Then tell your critic what you remember and how you feel. But, remember, don't become confrontational.
• Reject. Some bosses spend their days dreaming up ways to criticize you. We're all programmed to do it. Think about the volume of block-buster and mean-spirited reality TV that's on-air, and you'll know what I mean. Consequently some criticism is unfounded, unacceptable and filled with negative energy. In this instance, your choice might be to reject the criticism. Speak up for yourself-- you'll feel better. Of course you might also find yourself out looking for a new job ...
• Ignore or Divert. These are the good cousins to "Reject", and you may not find yourself looking for a new job right away. Simply ignore the criticism. Perhaps pretend you didn't hear it. Or, start with the topic they were beating you with, and then take the conversation to a new place. Either way, launch a new conversation where you're in control, not your boss. Of course, that behavior simply shows that you aren't really listening to your critic, and it may just show up on your next evaluation. The long-term impact is that you might find yourself looking for a new job ...
• Resolve valid criticism. Take steps to improve by setting a plan with the critic. This gives you an opportunity to ask for help through their support, extra training, other assignments, and so on.
6. Enlist your critic's help to monitor your progress. You need to actively change your behavior, and also to monitor your own progress as you work to act on criticism and improve. However, it is also important to ask your critic (boss) to give you ongoing feedback (and to seek it out if they don't). Be sure to let your critic know that you want to change and improve, but that you nee their help and feedback to help you do it.

So, for fun and improvement, here's a comparison to my guidelines for responding to bad social media buzz:

• Be careful - Absolutely. "Count to 10". Focus on the content, and get prepared to listen and enter into a productive conversation.
  
• Contest fraudulent / wrong comments - This is a choice you can make during the conversation, and only after you have asked questions and understood what the criticixm is. At that point you can choose to tell your own side of the story.
  
• Write a response - During a performance evaluation, you are typically engaged in a conversation. If you get into writing a response you've ratcheted things up a notch, and you should probably have a look at Monster or Workopolis while you're at it. However, the conversation of an evaluation should give you lots of time to ask questions and learn more about your opportunities to improve.
  
• Fix the problem & upload a proof (like a picture) to prove the fix - This step is highly parallel to responding to bad social media buzz. In a job evaluation you should set a plan to fix the problem with your boss and ask your boss to provide you ongoing feedback about your progress.
  
• Report findings back into the company - By involving your boss in your performance improvements your boss should be able to participate in and enjoy your success with you. Consequently your next evaluation should be half-written by the the time you get to it (and it should all be good).
  
• Participation becomes content - As in the last point, when your boss participates in the improvements, it is a no-brainer that your performance appraisal will reflect the improvements.
• Bring in a professional - This is aligned with ratcheting things up a notch and going to your HR department for help (if you can't get your boss to help you improve, and / or if the criticism is completely unfair. Alternatively, it may be aligned with getting additional training by taking a course.
  

To sum up, the model for dealing with personal criticism in an evaluation is very similar to the model for dealing with bad social media buzz.

Now that I've gone through all of this research over the last few days, I think that next week I'll update my guidelines and process for responding to bad social media buzz. Stay tuned ...

Bad Buzz - Yeah, I remember my first beer ...

In the search for "How to respond to bad social media buzz", I found a number of comparisons to responding to other social circumstances. Yesterday I blogged about the comparison of Responding to a bad report card vs. Responding to bad social media buzz. Today I'm blogging about a similar comparison of Handling a hecker vs. Responding to bad social media buzz.

Today's title reflects a famous retort by Comedian Steve Martin who in response to a heckler threw back "Yeah, I remember my first beer."

Handling a Heckler
Today my sources are:

• eHow.com by Blake Guthrie,
• Toast Masters by Mary Ward Menke, and
• Wikipedia, by a cast of thousands.

Hecklers heckle for a couple of reasons:

• Some people may just want to participate with the performer, or
• Some people want to to give them something to bounce off of and add humor to the show.
• Of course, the third reason is that they just may be so dumb and drunk that they don't know what they are doing :^)

You have to be very careful about how you respond to a Heckler. Generally, there are three ways you can respond to a Heckler:

• Ignore the interruption and continue,
• Use humor, such as good-natured joking, typically to land a well-placed insult that embarasses them into being quiet, or
  
• Ask them to behave or get out.
  

If you can't control the Heckler through these methods the Heckler can take control of your show, and ruin you!

If you choose to go the route of using humor, then it is critical that you:

• Study some of the greats ... Steve Martin, Andy Kaufman, Jerry Seinfeld, Rodney Dangerfield, and so on. Watch for their responses, and timing.
  
• Be aware of your timing. You can't be too slow, you can't be too fast. You have to allow an appropriate pause. You can't let it sit too long. Your response has to make it apparent that you have a sharp wit, and that the Heckler shouldn't re-arm and take a second shot at you. Your response should also not take over your show or presentation. It must be controlled. It must not be obsessive, but it should be really fun and also make other people think twice about heckling you.
• Have a stash of great comebacks and know how to improvise on them to fit the situation so it seems like you just made it up. Don't copy the comedic greats. Perhaps borrow from them, but don't copy. Also, practice your delivery. But ensure you keep yourself crisp. Every comeback line must seem fresh and spontaneous

The final approach is to simply call the person out, tell them they are rude, and ask them to stop or leave the show. If they won't do either, call on a bouncer to bounce the Heckler the heck out of there.

In comparison to the guidelines for responding to bad social media buzz:

• Be careful - Absolutely. Being careful is key, otherwise the Heckler will own you and your show. Same deal with social media. One badly placed response to a blogger, and you will live with your brand will be flogged on the web in perpetuity.
  
• Contest fraudulent / wrong comments - This is clearly different. In responding to a Heckler you want a one-way conversation. On the web with Social Media, you are trying to engage in a conversation.
  
• Write a response - While with the response to a Heckler you are trying to be inflammatory and make them stop talking, with the response to a Blogger you either want to engage them in a conversation or choose to ignore them. When you engage them your goal is probably to let them know you hear their problem and find a resolution that leaves them singing your praises. On the other hand, when I choose to ignore a Blogger it is typically because their blog is full of profanity or generally their credibility seems really low (that's a judgment call you have to make some times).
  
• Fix the problem & upload a proof (like a picture) to prove the fix - Well - it is kind of the same. When you are responding to a Heckler you fix the problem by making them put a cork in it. Okay, really, the two approaches are not the same. When you fix the problem in a response to bad social media buzz, you need to actually solve the problem and provide proof in a Blog response that the problem is fixed. You may even fix it so well that you blog about the problem and the fix on your own corporate site!
  
• Report findings back into the company - If you fix a Heckler, then the Heckler shuts up or leaves. When that happens it is important to make a mental note of how you did it. What you said, what your timing was, and what the audience's reaction was. Then repeat that in the future! Same sort of deal for responding to bad social media buzz. You should create a stock library of conversational responses that you can use to start your response to blogs. You will probably find a lot of similar social media buzz, and consequently you can customize and re-use responses that have already proved effective.
• Participation becomes content - Ever so true! You only have to think about Steve Martin's "I remember when I had my first beer," Rodney Dangerfield's "Hey buddy you oughta save your breath. You'll need it later to blow up your inflatable date, no offense, " or Jerry Seinfeld actually visiting a Heckler at work.
  
• Bring in a professional - This is parallel to joining Toastmasters or going to a stand-up comedian course to help you learn how to respond.
  

So, there we go, the model for dealing with a Heckler is somewhat similar to the model for dealing with bad social media buzz.

By the way, the Wikipedia entry is great because it lists 30 or more famous heckling responses - including the Steve Martin quote.

Bad Buzz - Aye carumba ... my kid's report card was awful!

In the search for "How to respond to bad social media buzz", I found a number of comparisons to responding to other social circumstances. If you consider a "social circumstance" an open conversation between people, and if it involves bad buzz then the circumstances are "just right".

Similar bad social media buzz situations may include:

• Responding to a bad report card,
• Handling a heckler, and
• Handling personal criticism in an evaluation.

Today I'll start with the "bad report card" scenario, and compare that back to the guidelines for how to respond to bad social media buzz. Over the next couple of days I'll also look at the heckler and the evaluation.

Responding to a bad report card
I'm a happy guy ... I haven't had this situation with my kids yet. Looking around on Google I found three good sites right away:

• Families.com, Nicki Bradley,
• SelfGrowth.com, Connie Hammer, and
• TheCuteKid.com, by Teresa.

To paraphrase the three articles, here's what they say to do when you do run into the bad report card:

1. Keep your response in check. Your first reactions to the report card - whether good or bad will have a major impact. If you see a bad grade(s), take time to respond. "Count to 10", even up to a full 24 hours! Think about your goal and your child's needs and feelings.
   
2. Reevaluate your expectations. Maybe your child is actually fulfilling his potential with the grade he got. Maybe you know that there are reasons that your child got that grade (e.g. maybe you aren't helping him wiht his homework). Consider your child's natural strengths and weaknesses and not just your desired strengths and weaknesses before forming expectations.
   
3. Think about the things that matter most to you and your child. Likely that is learning and progress, and not the ugly grade on the paper. Concentrate on the learning process and ask questions, like "What did you learn (in science, math, art. etc.) this term? What did you enjoy? What was the easiest thing? What was the hardest thing? Why do you think you got this grade? What do you think you could have changed or done differently? What do you want to work on next time?"
4. Have a discussion about the issues. Check your "Lecturer" hat at the door, and engage your child in a conversation. Ask, listen, chat, discuss. Again - more open-ended questions like: "Are you having problems with the subject matter? How do you get along with your teacher? How do you get along with your classmates? What are your tests like? How do you think you could do better at them?" Listen carefully to see if you can understand the problem, and then seek a solution together.
5. Meet with the teacher - ideally in person, and ideally with your child along for the conversation. Stay objective in this conversation, and keep your emotions in check. Discuss what the teacher views as the problem and compare this with what your child views as the problem. Ensure you have a meeting of the minds on the reasons for the bad grades. You might even ask the teacher to provide you with updates on how your child is doing in order to help everyone evaluate progress and avoid future surprises.
6. Solve the problem. Set a plan, based on your child's input, his teacher's input, and your input. Ensure your child is doing the work and homework he is supposed to do (and help him schedule & do it), adjust your expectations, hire a tutor or get extra help from the teacher. Also, get feedback regularly from your child and from his teacher.
   
7. Discuss and consider natural or logical consequences. The natural consequence of not having good grades is ... bad grades. While a parent may be tempted to remove important things from a child's life - such as activities, toys, and so forth in order to "punish" the child, or "encourage him" to work harder, these consequences are not directly tied to bad grades. The best natural consequence is likely to set aside time each day where your child site down and do & review their homework each night. Sometimes this may mean cutting back on activities and play time.
   
8. "Start Anew". Wipe the slate clean, with your new expectations and goals - and more importantly your child's goals. Focus on your child's positive personality traits that you know will carry them well into the future. Boost your child's confidence by telling them that they can do it and then help them achieve it.
   

In comparison to the guidelines for responding to bad social media buzz:

• Be careful - That's the "Count to 10" step.
  
• Contest fraudulent / wrong comments - That's part of the "Have a conversation" step. You may need to ask some questions in order to contest an inaccurate comment.
  
• Write a response - Again, part of the conversation. Ask for more details if you need them, and even ask that the blogger contact your customer service department directly (you probably don't want to have a heated conversation in the open public domain of the internet, and you probably also don't want to give out your own contact information).
  
• Fix the problem & upload a proof (like a picture) to prove the fix - That's the step related to "Solve the Problem".
  
• Report findings back into the company - These are the "natural consequences". When you report back into the company, people get to hear real-life stories about your customer's experiences, and the fix that makes everyone happier. This will reinforce the fix
• Participation becomes content - This correlates with your first reaction to the report card. Becoming a tempest in a teapot will only sour your child's image of you. Writing a bad blog response will sour your brand.
  
• Bring in a professional - This is parallel to hiring a tutor to help you.

So, there we go, the model for dealing with a bad report card is similar to the model for dealing with bad social media buzz.

Responding to Buzz

(I unintentionally took a week off. But, now I'm back.)

I didn't know I was doing it, but some time ago I did an experiment in responding to buzz (both good and bad) in social media - including blogs and reviews. At the time, I drew up a list of guidelines to use when responding. The experience was fun, and the results were very positive.

As part of my "series" on responding to buzz, I did some poking around to update my list of guidelines. My research took me through a wide variety of business sites, consultants, educational, and miscellaneous sites.

To summarize my findings ... Responding to social media buzz requires an honest, polite, actionable and timely approach.

In general ... you must:

• Sell the idea ... Company culture will be tested - Determining that you are going to start responding to social media may test the culture of your company. Are the executives willing to let you respond to social media? Ensure you understand what you are setting out to do, and find a great way to sell that it needs to be done.
  
• Join the conversation - Get involved with social media. Search out good and back feedback about your company.
  
• Be responsive - Respond. Participate. Do something.
  
• Be honest - Make sure you tell the truth in your responses. If you say you are going to do something to research and follow-up on the post ... DO IT.
  
• Be timely - Find and respond to blogs and reviews quickly.
  
• Be human - Don't respond with legalese, process documents, and gobbledygook. Respond as if you are part of a conversation.
  
• Acknowledge Consumer’s experience - If the consumer says something happened. Believe it. Good, bad, or otherwise. Let the consumer know you believe it.
  
• Do not offer a bribe (e.g. a gift certificate for their post) - Keep things open and honest. You must not "pay" for a post either in advance or afterwards, regardless of it being good, bad, or otherwise.
  
• Give Social Media care and feeding - Social Media isn't something you should step into once and back away from. You have to get into and stay in it. That means that once you determine how you will respond to good and bad social media, you will need to set aside time on a regular basis to participate in Social Media. You may even need to have staff in place to keep up with it.
  

When dealing with positive feedback, the additional guidelines are pretty short and sweet ...

• Thank the blogger for the positive feedback - Say thanks. Keep it short. Reference your website with an actual link, and ideally deep-link to a page on your site that is relevant to the blogger's post.
  
• Remember that the blog or review belongs to the blogger - The blog isn't yours. Don't resort to using it as your advertising forum. Say thanks, reference your site, and get off the blog.
  

Now, for the tough stuff. Dealing with bad reviews in social media provides you with a make or break opportunity to build many new brand champions, or create many instant enemies. Good luck to you. Here's a short list of guidelines.

• Be careful - Be really careful about what you are wading into when you start firing responses out onto the internet. Escalation and communication expands rapidly online. Especially when your response ends up making you look stupid.
  
• Contest fraudulent / wrong comments ... If you have proof of inaccuracy - I heard of a hotel chain who had their pool lambasted on TripAdivsor.com, with a picture of a hotel pool full of slime. This was a surprise for the hotel chain, since they didn't have a hotel pool at that destination. So they were able to easily contest the review, and TripAdvisor removed it.
  
• Write a response - Let the blogger know that they've been heard. Acknowledge their feelings. Let the blogger know what action you are going to take (and really take it).
  
• Fix the problem & upload a proof (like a picture) to prove the fix - Imagine that it was really your hotel whose pool caused a wave for a customer. Your response should be to explain the problem, explain what the fix is, and describe that it's all better now (e.g. Our most humble apology ... Our pool filter was broken ... We fixed it as soon as we got the new part ... It looks great now and the water is crystal clear.)
  
• Report findings back into the company - Don't stop at your discussion with the blogger. Ensure you have the ear of your company through a well-placed executive who can help to take action in order to eliminate problems in the future.
• Participation becomes content - Remember, that whatever you write becomes part of the fabric of the web. It will start to show up in searches all over the place. You want to be sure that your content reflects your brand for the long-term.
  
• Bring in a professional - If responding makes you uncomfortable, or if the bad review is a really hot topic, then you should bring in someone who can handle it for you. Google it, and you can find lots of people who can help like Hill & Knowlton.
  

Finally, one thing you can be sure of is that someone on your Executive will demand metrics. Social Media Metrics are very hard to produce. Even if you can find some that satisfy a VP or an EVP at a point in time, that snapshot will likely not demonstrate full benefits of Social Media. On top of that, at the point where you manage to alleviate negative buzz with great, honest, polite, actionable and timely responses, the metrics won't ever reflect this.

Go and be social!

By the way, in the next few days I'll give you some hints on how to find social media buzz. Check back often ;^)

Responding to Bad Buzz

Following along on my train of thought about "Buzz", and considering the United Airlines fiasco that Sons of Maxwell have unleashed, today I want to start thinking about what to do when you find you are facing "bad buzz". That is to say, if your product or service breaks, you don't recover well, and a customer discovers that your story isn't true ... then they tell the world about it through a blog, YouTube, or any of the other plethora of internet based tools at their beck and call ... WHAT SHOULD YOU DO???

Over the next several days I'm going to bring together posts from diverse subjects about "responding" - from things like responding to your child's bad report card, to responding to a bad review of your writing. Along side those, I'll bring in blogs from Seth Godin and others. By the end, I hope to be able to publish a good set of guidelines about "How to respond to bad buzz online"

Buzzing about "Free Prize Inside"

Cover of Free Prize Inside

More vacation reading ... and more buzzing.

I read Free Prize Inside by Seth Godin over my vacation as well. It was very, very, very good. The premise is that to be successful you need to build a product or service that people will talk about, and the only way to do that is to live on the "edge". You have to design something that is so far from normal that it is exciting.

My copy is now full of highlighting and I've gone back through it twice. I'm going back through it again for sure!

Great book, and I'm "buzzing"about it.

Buzzing about "All Marketers are Liars"

Image via Wikipedia

While on vacation I read Seth Godin's All Marketers Are Liars. Now I'm going to
"buzz"about it.

The premise of the book is that Marketers must be in the business of telling honest stories about their products and services that their community will believe, embrace, and spread. In each separate case a marketer's community is a group of people who share a common worldview, perspective, or set of beliefs. If the community finds the marketer's story to be true then they will spread it amongst themselves and lead the marketer to be more successful.

There's a whole lot more to it, and Seth definitely does a great job of describing this theory. As a matter of fact, it seems to be a good companion to The Anatomy of Buzz: How to Create Word of Mouth Marketing by Emanuel Rosen.

In any event - I'm part of the community that shares the worldview that a Marketers role is to tell a great story.

Some buzz about a Lu'au

Image by SparkyLeigh via Flickr

Still more "buzz" today from my vacation to Maui. (I am still enjoying "United Breaks Guitars")

Today I want to recommend a Lu'au. Yesterday I blogged about trying to find a good snorkeling trip in South Maui. We had the same challenge in booking a Lu'au. Well - we settled on the Drums of Makena Sunset Luau" at the Maui Prince Hotel. We booked it through Snorkel Bob's.

The Drums of Makena was a smaller Lu'au than others we've been to previously. But, this made it a more intimate and enjoyable evening. The food was great. The entertainment was great. Best of all, our kids didn't want to go home at the end of the evening.

There we go ... more buzz being sent through the Internet to you.

"United Breaks Guitars" nears 2.5 MILLION views

Sons of Maxwell via last.fm

Power to the people. Buzzing about the negative impact of a business' actions is proving to be very powerful against United Airline's bad customer service and the experience that Sons of Maxwell experienced. Tonight, about a week after Sons of Maxwell launched their ballad "United Breaks Guitars", their video is poised to break 2.5 million views.

Might as well watch it again!

More Buzz and Holiday Recommendations

Image by J. Stephen Conn via Flickr

I'm still full of "buzz". However, as opposed to my buzz yesterday about "United Breaks Guitars", today I'm buzzing about some good times I had on my holiday to Maui.

My wife and I wanted to take our two young kids out snorkelling, but couldn't find a short "cruise"
to take. Then, when we were at a Lu'au my wife found a short snorkelling tour that leaves from the Maui Prince Hotel. Rather than a 5 hour excursion, the "Molikini Express" is a 15 minute boat ride over to Molikini. After a good long snorkel there, they bring you on a short 10 minute boat ride back over to "turtle town". From there you could pretty much swim back to the shore (except that all your stuff is still on the boat). so, from there, you jump back on the big catamaran and it is a simple 5 minute ride back to the beach. My kids had a great time - snorkling with the fish and the turtles, eating, and not getting sea sick.

The Molikini Express features a big catamaran (the Kai Kanani), and a great (friendly, helpful, and funny) staff. You can book them at 808-879-7218 or www.KaiKanani.com.

Buzzing more about "United Breaks Guitars"

Image via CrunchBase

Yesterday when I first heard about this story, the "United Breaks Guitars" video had been watched nearly 200,000 times. Sons of Maxwell had only published the video to YouTube two days earlier. Tonight there around 750,000 views!

Also - there are lots of comments like:

• Like a SPinal Tap amp, your revenge goes up to 11. Amazing job sir - hats off to Sons of Maxwell. It is exactly this kind of systemic anti-customer culture that makes people dislike companies like United. Fire the baggage handlers and make every United employee view this video. Oh, and if they repeat their interest in this video for training purposes...SELL IT it them. Say, free airfare for life and first class seat for your guitar. Brilliant vid!!!!!
  
• damn! I could write a full Broadway musical and it still wouldn't cover all the crap I've taken from Air Canada over the years!
  
• One of the best You Tube videos ever. Beautiful way to get back at the impersonal airline industry in general. United and the others badly need to get their act together and start delivering good customer service again.

(There are a lot of inflammatory and unnecessary comments as well - these are a few good ones that apply to United Airlines, and the airline industry in general.)

Related articles by Zemanta

• Halifax band uses viral video to fight United Airlines (ctv.ca)
• Halifax man turns broken guitar into YouTube hit (thestar.com)
• United Breaks Guitars (neatorama.com)
• United Breaks Guitars, the complaint anthem (boingboing.net)
• United Breaks Guitars (videocafe.crooksandliars.com)
• United Airlines Breaks Guitars (queercents.com)
• Broken guitar song gets airline's attention (cbc.ca)
• Musician finds success with "YouTube justice" video (canada.com)
• "United Breaks Guitars," by Sons of Maxwell, whose guitars were broken by (you guessed it) United (gadling.com)
• In A Connected World, Where Everyone Has A Voice, Customers Win (techdirt.com)
• Using YouTube to Crash UA's reputation (redcouch.typepad.com)
• Brunch n Brains: United Breaks Guitars (converstations.com)

Buzz Works

I'm fresh back from holidays. I have just finished reading a couple of great books, and am also about half-way through "The Anatomy of Buzz: How to Create Word of Mouth Marketing" by Emanuel Rosen. It is a good book, and I'll spend the next couple of days "buzzing" about a few experiences I had on my vacation.

To start with, I wanted to buzz about United Airlines. Maybe this is an "anti-buzz". It is amusing and ever so telling about their overall way of doing business. It also shows the power of a consumer with a good story in the internet age.

For some background, check out CBC.ca's coverage of the story - United Breaks Guitars. Then you might want to read more from Dave Carroll's own story on his own blog. Finally, you can't miss the actual protest song.

Web advertising builds brands ... and I believe it

OPA study demonstrates Web advertising builds brands :: BtoB Magazine

A recent study by the Online Publishers Association (performed by comScore, and called “The Silent Click: Building Brands Online”, but not available until June 25) indicates that online advertising builds brands.

Now you might think ... "Hmmm, that's not too surprising. A study by the Online Publishers Association shows that there are deep benefits to online advertising." But, I believe it - and more than just from a potentially biased survey - but from real-life experience. At my last job I initiated online banner advertising, and advertising through behavior-based advertising networks. Not too surprisingly people who were exposed to our ads were exposed a lot (and for very little $$ relative to traditional media). The results? When ad recall was evaluated across media (TV, radio, newspaper, out-of-home, and online), the TV ads had the highest proven recall. But only a bit behind were our very simple and cheap banner ads. There was a huge space beteen those two media and the next (newspaper).

The lesson? Online media is a very important part of a branding effort, and must align tightly with all other media, including:

• TV,
• PR,
• Radio,
• Newspaper,
• Out-of-home,
• Etc..

PR is a very important ingredient to building brand value

Research by Text 100 (a PR firm) called "Media Prominence: A Leading Indicator of Brand Value. How Effective Public Relations Contributes to Brand" shows that PR builds brand for complex products better than ads.

Key findings from the research were interesting:

• "Media prominence accounted for 27 percent of differences between the brand values of Interbrand’s Best Global Brands.
• "The relationship between media prominence and brand value depends on “product involvement” – i.e., the degree to which customers research a given product or solution prior to purchase. Media prominence was more associated with brand value for “high involvement”products compared to “low involvement” products. Advertising expenditures, however, were a leading indicator only for “low involvement” products, and accounted for very little brand value among “high involvement” products.
• "Media prominence was a particularly important component of brand value for computer-related industries, such as software and hardware manufacturers, as well as computer and Internet service companies, accounting for 48 percent of differences between companies’ brand values.
• "The results suggest that, in general, media prominence accounts for approximately one quarter of brand value, although this value is often higher for high-involvement brands, and particularly so in technology. This underscores the importance of managing and growing brand value through public relations efforts."

I wonder ... the results show that PR heavily influences brand perception, and this result was delivered by a PR company. Hmmm ... Okay, not that I really doubt it, but it is kind of humorous.

I believe that a key important point that needs to be made is that Public Relations is a critical type of communication that needs to be managed by a company as part of its overall media strategy.

Poorly Placed Advertising

Just for fun ... from the good folks over at Trendhunter.com. It is time to sit back, relax, and enjoy some Poorly Placed Advertising.

Top 10 Internet-Advertising Websites - and other neat charts

The team over at MarketingCharts.com continues to provide good information.

Top 10 Google Advertisers - April 2009
Top 10 Internet-Advertising Websites - May 2009
Top 10 Online Retailers by Conversion Rate - April 2009

and ... my favorite:
Best and Worst US Cities for Hair

Top Brands in 2008

CoreBrands has released its 2008 ranking of brands. At the top are perennial favorites (with a couple of minor changes between 2008 and 2007):

1. Coca-Cola
2. Johnson & Johnson
3. Harley-Davidson
4. Hershey Foods
5. Campbell Soups

The listing makes for great reading.

Will the economic slump throughout 2008-2009 hurt any of the top 100 brands, or help others into the top 100? Watch for next year's release!

Viral Video Chart - Top 20 Viral Videos

Want to have some fun wasting some time? You have to check out the latest top 20 viral videos, as compiled by Unruly Media.

Why waste any more time here ... check out today's Top 20.

Pricing vs. Social Networks: "We Boobed"

It is all over the news and the blogosphere ... an interesting story about pricing and sizing. The gist of it is that British retailer Marks & Spencer was charge more for bigger bras. It makes sense ... more bra, more engineering, more costs, higher prices. Well, okay, it made sense to someone at M&S.

• How did this play out? A group formed on Facebook called "Busts 4 Justice". Sign-ups for this group took off, and the publicity they garnered was overwhelming.
  
• After embarassing itself with bad responses to the campaign, M&S reformed their pricing policy and kicked off a "We boobed" campaign (see creative below).
• The, er, upside for M&S is that there sales have, er, bounced back substantially after all of the publicity.

This experience demonstrates three things:

1. Social Media is WAY powerful. Companies need to pay attention to it and respond to it quickly, with honesty and integrity.
2. Bad pricing is just bad business. Bad PR is worse.
3. You can win when you are up against the wall - if you are smart. Pick a good strategy, put some great advertising behind it, and go win.
   

Advertising Methodology (16) - Measurement

Recalling the old adage of “you can’t manage what you don’t measure”, it is time to focus in on measurements.

Earlier in the Advertising Methodology the point was made that you have to plan and prepare to know what measurements you are going to make, and build tools to make those measurements.

Now that your campaign is in production, measurements are taken, taken again, taken again, taken again, and so on. But the purpose of taking measurements is not just to create pretty pie charts (but, hey, who doesn't like a pie chart). The purpose of taking measurements is to tune the campaign. This may reflect back on changing elements of the campaign plan – including the media, the concept, and the creative itself.

Ultimately, the campaign must achieve its desired results. If everything has been done right, then these results should equate to the goals that were set out at the beginning.

Advertising Methodology (15) - Media Buying

After it is established that the campaign should work, media space is bought. This one small line represents a lot of work. The planning and buying should actually happen much earlier in the process. But, it is at this point in the plan that the rubber hits the road, and the media space must be there. It is also the point where, if the campaign development slips, negotiations will need to be pulled off with the publishers to save the campaign.

Make sure you have a good media planner and buyer that you can trust and treat as a strong ally, and who will negotiate with publishers and other media companies to your benefit.

Advertising Methodology (14) - Testing

After building the creative, it is tested. Depending on the type of creative it may be subject to technical tests. For instance, if a web-site is built, it must be tested to ensure it meets typical technology norms such as functionality, security, performance, and so on. If the campaign is a pull-tab, it must be tested to ensure that you can’t see through it, modify it, or otherwise determine the game piece’s outcome. This test should be carried out by a test team that is separate from the development team.

The next step will be to test the ad in front of Stakeholders. Stakeholders may include employees and customers. Like a review of good art, the test at this point isn’t to see if the ad is funny or well-liked. The point is to ensure that the ad is:

• On-brand, and
  
• That the message is clear, actionable, and memorable.

Again, this test should be conducted by someone other than the team that built the campaign.

Just to reiterate (because it is really important) ... the point of testing isn't to see if people like the ad. A good point here is that it is well documented that advertising that is funny (i.e. well liked) isn't advertising that is easily recalled.

Advertising Methodology (13) - Preparing for Measurement

While the Creative is being built, the Measurement tools also must be built. Measurements may come from a variety of sources including web statistics, sales statistics, customer surveys, and so on. This is the time to dig in, figure out how to measure the results, and build the methods and score-cards to catch the results.

Advertising Methodology (12) - The Creative Process

From this point, the Advertising Campaign enters a Development Realm. The project takes on a distinct creative flare. The Creative Team looks to the strategy work done to date, and brings in previous campaigns and the brand standards to start building the campaign’s Concept.

The Concept will be vetted with the client. This is often a very passionate moment for the client and the Advertising Agency. If the Concept survives this trial at all it may be chewed up and spit out as a sad semblance of its former self. How do you avoid this trauma? There are two tasks that the Advertising Agency has. First of all the Concept shouldn’t be a surprise to the client. The Agency must socialize the Concept with the client throughout its development. Secondly, the Agency must constantly evaluate the Concept against the Advertising Plan and everything that went before it.

The Creative Build may be a relatively long and complex process, and can include everything from writing copy, to shooting & editing commercials, to animating banner ads, to setting up landing pages, to building interactive games, to recording voice-overs, etc., etc., etc.. If the creative involves integrating with a client’s systems – like their web-site, transactional systems, CRM systems, and so on – then the appropriate IT or similar teams from the Client should be closely involved in the development of the system.

Advertising Methodology (11) - The Advertising Plan

Having done all of this research you develop a deep understanding of the company, its products, its customers, and its brand. You also understand the consumer, how they perceive the brand and learn about the product, and how and where shop. Most of all, you get a really good understanding of the bottle-necks and challenges that will prevent a campaign from achieving its objectives. This should lead you to be able to put together a really good first draft of the advertising plan, which will include:

• What are the goals? What does the company need to say to the customer? What is the message?
• How will we reach those goals? What will we do, and what will it cost?
• How do we measure results? How do we determine whether we have accomplished our goals?
• What is the media strategy? What is the best “place” to reach the target market?
• In addition, the Advertising Plan should include the “Plan B”. That is, once the Campaign is in market, and measurements start to pour in, the “Plan B” reflects actions that may be taken if the Campaign is not achieving its objectives.
• Note – by describing the brand, target market, etc., the plan will recognize the expected campaign media but should not dictate the creative. While there may be some assumptions about the creative, the plan should not limit the creative (other than by budget and other practical or relevant dictated constraints). The plan frames the brand, the goals, and how to reach the target market.

Advertising Methodology (10) - The Message

At this point you can define the message that the company is trying to deliver to the customer. This isn’t anywhere near the copy of the ad. It is an important input to the creative process. You have to know that the creative team is getting excited to go crazy with ideas, and this message is a key ingredient to ensuring they head off to do the right thing. The message needs to be a concise and objective document that the creative team can use to understand the salient points you have learned about the company. In that light, the message must include:

• The brand expression
• The audience
• The information the audience needs to hear
• The action that the company wants the audience to take

Advertising Methodology (9) - Purchase Channels

So, now you know what you are selling, who the customer is, how they shop, and what their options are. Now you need to understand the point where a customer drops their money on the counter and buys the product.

• What are the channels?
• How do the channels perform (sales, profitability)?
• What responsibilities does the company have to represent or support 3rd party channels?
• What responsibilities do 3rd party channels have to support the company?
• How or what advertising are the 3rd party channels doing?

Advertising Methodology (8) - Competitive Analysis

Now it is time to understand the competitors. What options are available to the Target Market?

• Who are the direct competitors?
• Are there other substitutes?
• What are their strategies and brands, strengths and weaknesses?
• What are their market shares?
• Where and how are they advertising, and what are their campaigns?

From this you can determine what the sweet spot is to advertise against your competitors. How and who will you pick a fight with? What is the unique thing that you can claim your product / service is the "only" one?

Advertising Methodology (7) - Media Influences

The next step in conceiving and creating great advertising that works is to learn about where the customer looks for information. If your ad is going to get the prospect’s attention, generate interest, make the prospect desire the product, and get the prospect to take action to buy the product … then your ad better be where the prospect is going to be looking. In that light, you need to learn:

• What media does your prospect spend their time with?
• What media does the customer turn to in their purchase funnel? Who or what media do they trust?

From this you may find that your best ad is no ad at all. Maybe you learn that your new strategy should be an email to existing customers, a viral campaign or something else.

Advertising Methodology (6) - Purchase Funnel

Closely related to the Target Market is a need to understand how the consumer buys the product. How do they choose the product they are going to buy and where do they look for information? Looking at a simple sales funnel model, it is important to understand how a member of the target market moves from being a prospect to a customer.

• What is the purchase cycle for this product?
• Who is involved in the purchase cycle?
• How long is the purchase cycle?

You might even consider a trip to a point-of-purchase to observe the shopping behavior.

Advertising Methodology (5) - Target Market

It is now time to learn about the Target Market. Who uses the company’s product, how, and why? What is the benefit to the consumer? Who is the consumer? How do you find the buyer?

• Digest all the research that the client can provide you
• Look for additional research from 3rd parties
• Consider performing additional research

Can you ever really know too much about the Target Market? You don't want to spend your entire project learning about who buys the product and how they use it. But be sure you spend enough cycles on this so that you are communicating with the right crowd and doing it the right way.

Advertising Methodology - (4) Goals / Objectives

Now that you know the brand, you can learn and understand the campaign that you are being asked to run. What are the goals or objectives of the campaign (e.g. brand, retail, communication, etc.)? What does the client believe they need you to do? As part of the overall Strategy exercise, you might find that you need to help them learn about better objectives as you proceed through various iterations of this method:

• Who are they trying to communicate with?
• What are they trying to tell them?
• What do they want them to do?
• What is the time horizon for them to do it?
• What’s the urgency that a customer should respond to?
• Why?

As you learn more about the company, the brand, and their objectives, you may need to ask each of these questions several times (of both your client and yourself) in order to understand the branding, retail, or other communication goals of the upcoming campaign.

Advertising Methodology - (3) Understanding of business strategy and brand

The old adage of “you can’t manage what you don’t measure” is an important one. We’ll come back to that, but we’ll start with a new adage, “you can’t advertise what you don’t know”. What does that mean? Start at the top. Understand what the company is all about:

• What’s the overall business strategy? For instance, Porter’s generic strategies include: Cost Leadership, Differentiation, & Segmentation
• What is the brand all about? What are the marketing and brand plans, and how do they align with the business plan? What do Senior Management believe the company stands for? What does the company stand for in its constituents' eyes (customers, employees, suppliers, etc.) and how do they believe the company supports the brand promise?

Get to know that, and you're over the first hurdle to creating great advertising that works.

Advertising Methodology - (2) A "V-Model" for Advertising

The “V-model” for Advertising represents how strategy must be considered as a critical part of creating and executing an advertising campaign. Of course, depending on the Client, the campaign, the available budget, and so forth, this methodology would be customized for the Client. To that end, there may be fewer or additional steps to take throughout the Advertising Campaign method.

So, here it is ... the "V-model" for Advertising:

Weaknesses with Advertising usually happens before the Creative process takes place. So, over the next several days I'll focus on the things that happen up to the point that an Advertising Plan is created. Watch for:

• Understanding of business strategy and brand
• Goals / Objectives
• Target Market
• Purchase Funnel
• Media Influences
• Competitive Analysis
• Purchase Channels
• Message
• Advertising Plan

Advertising Methodology - (1) Introduction to the "V-Model"

Most advertising campaigns pull at a subset of activities that allow an Advertising Agency to produce a TV commercial, a newspaper ad, a banner ad, or some other “media insert”. Imagine if you will the conversation between the Advertising Agency and the Client,

• Client: I want more people to know what I sell, … I want a TV ad, … and my budget is $x.
• Advertising Agency: [pause on a brief consideration of the stated goal. Then, toss out easy or crazy creative first, second, third idea, etc.. Concepts that could win awards. Concepts that could change their world. Then ... Make a leap of faith at a Concept and heads for the Pitch.]
• Client: [Salivating] Let's do it.

After that, all that is left is the actual production of the creative and some media buying. No one ever measures the results. So, the campaign must be working.

Hmmm … There must be a better way!

There is, and it starts with a "V-Model". A "V-Model" is a representation of a project that aligns "Responsibility" for activities horizontally on the diagram. At the same time, as you step through it from left to right (i.e. from top to bottom on the left side of the "V", and the bottom to top on the right side), you get a clear representation of the steps necessary to deliver the project. Here's what a simplified "V-Model" might look like.
In this diagram the train of events for a project is simply:

1. Senior Management has a vision of what they believe they need to achieve results
2. Middle Management boils that concept down and provides instructions to their teams on what to build and potentially how to build it.
3. Workers (be they knowledge workers, laborers, or a combination) set out to design and build the "thing".
4. Workers (preferably other workers than those who designed and built the "thing") subsequently test the "thing" - perhaps by editing it, running it through a formalized test (e.g. a focus group or systematic IT testing) with the goal of ensuring the "thing" works or fails, and then getting the Builders to fix it as necessary.
5. Middle Management reviews the results of the test and makes the decision that what was built actually works as it was supposed to, is what they asked for, and more importantly, will deliver on the vision. They sign-off to put the "thing" into "production".
6. The "thing" produces results which either are satisfactory to the Senior Management or are not. If they aren't then the Senior Manager failed at any or all of (a) the vision, (b) ensuring a good system was in place to communicate the vision and requirements in order that the right "thing" was produced, or (c) creating, uniting, and aligning a great team that could produce.
   

... Next up in this series, we'll look at a "V-Model" for Advertising. Stay tuned.