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10 Oct 15:55

Stop Trying to Control How Ex-Employees Use Their Knowledge

by Orly Lobel

The free flow of workers between companies is central to economic growth and innovation. Yet employers are increasingly taking legal action to prevent former employees from using knowledge and skills learned on the job.

More and more frequently, firms are asking new hires to sign post-employment agreements, which prevent former employees from working at rival firms or starting up their own companies in the industry. And U.S. state policymakers have aided and abetted these efforts by changing the law to enable employer control over workers’ knowledge. States that continue to side with controlling firms over skilled employees are hampering their economic prospects and inviting brain drain to more enlightened locales.

While noncompete and non-disclosure clauses were once standard only in the employment contracts of key executives and technical personnel, many firms now require a wide range of employees to sign them including, in some cases, even yoga instructors, designers and camp counselors.

Some of these restrictions are drafted as non-solicitation or non-dealing clauses precluding the employee from dealing with the former employer’s customers and others are drafted as restrictions on using any information learned on the job. And more firms are going to court to prevent former employees from working at rivals, charging that allowing them to do so would inevitably reveal proprietary trade secrets. The number of lawsuits filed over noncompete agreements and trade secrets has increased dramatically since 2000.

This trend has been fueled not only by the contemporary talent wars and the much debated skills gap, but also by changes in the law that have expanded employers’ control over employees’ knowledge. Although it might seem that greater control and stronger enforcement are beneficial—it is important for firms to protect key trade secrets, after all—the evidence shows that these changes critically undermine employee incentives to learn and innovate.

The law governing trade secrets and noncompete agreements is largely state law and it varies significantly from state to state. In California, for example, employee noncompete agreements are generally not enforced and trade secret enforcement is relatively narrow. Economics research shows that these policies are a key reason why Silicon Valley startup firms succeed relative to tech companies in many other states. Despite differences from state to state, however, the last two decades have seen a significant expansion of trade secret law.

First, many states have adopted a broader notion of the range of employee knowledge that the employer can seek to protect. In the past, trade secret law only protected well-defined knowledge such as the formula for Coca Cola or the code of software programs; now, in many states, the law also extends to cover less well defined knowledge, such as employee know-how, customer relations, basic skills, and knowledge that is not used commercially. For example, in many states, trade secrets now include lists of actual or potential customers and suppliers, as well as pricing lists and marketing strategies, making it virtually impossible for a former employee to compete over clients.

Second, in some states, such as Illinois and Florida, a firm can take legal action against a former employee who has not actually misappropriated secret knowledge; all that is necessary is a “substantial threat” of misappropriation or a claim that the former employee will “inevitably disclose” secret information. For example, IBM got a court to enjoin a former IBM executive from taking a job at Apple; the executive had managed semiconductor and server engineering at IBM and IBM argued that he would inevitably disclose trade secrets in his new job managing iPod and iPhone engineering. In this way, firms can prevent former employees from taking jobs in the same industry, even when employees have not signed a noncompete agreement or when noncompete agreements are not enforceable.

Third, some firms have gotten federal authorities to initiate criminal proceedings against former employees under the Economic Espionage Act. For instance, last year a former Goldman Sachs computer programmer was sentenced to eight years in prison for saving some of the files he worked on to his own computer account. Currently, Congress is considering a further expansion by allowing civil lawsuits and injunctions in federal courts.

The law has given employers new powers over employee knowledge and firms are increasingly using these powers. However, economic researchers have firmly established that these changes are shortsighted both as a matter of public policy and firm strategy. Indeed, empirical evidence shows that overall these changes have not been good for firms or for society. Why? Because firms need to strike a delicate balance between protecting secrets and encouraging employees to learn new skills and knowledge. Employees’ incentives to learn on the job are weaker if they cannot use that knowledge later in their careers. They invest less in acquiring knowledge, reducing their skills and innovativeness.

Evidence shows aggressive enforcement leads to less learning, a loss of talented people, and less innovation in the long run. Stronger enforcement of noncompete agreements and trade secret law also result in lower pay and reduced employee mobility. That might seem like a benefit to employers, but that too is a double-edged sword: it also means lower incentives to learn on the job and greater difficulty hiring talented workers. Indeed, researchers studying state-to-state differences find that states with stronger enforcement of noncompete agreements have a “brain drain” effect: inventors tend to migrate to states with weaker enforcement, and that trend is especially strong among the most productive inventors. Not surprisingly, stronger enforcement is also associated with less investment in capital and R&D.

Instead of relying on the threat of litigation, today’s most innovative companies are finding creative ways to positively incentivize and motivate their employees, such as Zappos’ peer-to-peer reward program, Qualcomm’s patent reward system, or Starbucks’ employee tuition reimbursement plan. Companies are also increasingly identifying the ways in which their former employees, similar to university alums, can strengthen the firm’s ties and collaborations as well as aid new recruitment.

These findings and developments provide a stark message to managers: the law provides an increasingly powerful tool to control the use of knowledge that former employees have learned on the job, but it is a tool that should only be used sparingly. Managers need to protect real trade secrets, but overly aggressive enforcement undermines employee motivation, makes hiring talent more difficult, and undercuts firm innovativeness. Excessive use of post-employment restrictions or overly aggressive trade secret litigation against former employees amounts to giving the legal department too much control over human resources policy. The result may be less innovation and a depletion of human capital.

09 Oct 16:37

If You Can’t Have Work-Life Balance, Try Work-Life Integration

by Tori Reid

If You Can’t Have Work-Life Balance, Try Work-Life Integration

Finding the right balance for work and life is difficult. If you find that your work and home life interfere with one another, you might want to try a "work-life integration" mentality instead.

Read more...

09 Oct 16:36

Five features in free mapping apps you might not know about

by Anick Jesdanun, Associated Press

CHICAGO • Many people use smartphone apps to map their drive to dinner or find a less-congested route to work. But did you know that you can use them for public transit, too? You can even access some maps offline, when you have a spotty connection or are in the subway.

Here’s a look at what leading free map apps can do for you, whatever mode of transportation you choose:
———
BUMPER TO BUMPER

Screen grab/Waze
Screen grab/Waze Google bought Waze last year, so Google Maps now factors in Waze’s user contributions, too.

Most major map apps show you current traffic conditions. The best guide you toward a little-known shortcut or less-obvious route to avoid congestion.

If you’re in a traffic mecca such as Los Angeles, Waze is the app for you. Users update the map with the latest conditions, even reporting cars parked on the shoulder. Over the summer, several relatives and I left at the same time in three different cars for a theatre in Hollywood. Only the driver using Waze got there in time. Google bought Waze last year, so Google Maps now factors in Waze’s user contributions, too.

The Here app for Windows also will help you find the speediest route. But it doesn’t want you to get a ticket. The app knows speed limits for various roads and will beep when you go over, even by a small amount. (My travel companion turned that feature off by the first rest stop on a weekend trip to New Hampshire.)
———

TAKING A STROLL?

Screen grab/Apple
Screen grab/Apple Apple Maps is very user-friendly for walkers. As you walk, the distance displayed decreases, but the map itself doesn’t change.

Map apps give you the choice to input what mode of transportation you plan to take on your route. It’s worth clicking “walk” if you’re hoofing it to your destination. Otherwise you might end up on a six-lane highway, miss shortcuts such as recreational paths and go out of your way taking one-way streets. I eliminated a one-block detour using Google Maps’ walk-specific directions to visit a friend in Chicago, for instance.

Apple Maps is very user-friendly for walkers. As you walk, the distance displayed decreases, but the map itself doesn’t change. That confused me at first, but I came to appreciate it. Other apps tend to constantly refresh depending on where you are and how you’re holding the phone, which can be headache-inducing as you move your hand or arms. With Apple Maps, the direction you should be heading toward is on top, and the streets are fixed on right angles.
———
PUBLIC TRANSIT

Screen grab/HopStop
Screen grab/HopStopA screen grab of transit app HopStop.

If you choose transit on Google Maps, it will include the walk to and from the bus or subway stop in its directions. Apple Maps doesn’t offer transit directions, but it will suggest transit apps you can install. I’ve been a fan of HopStop, one of the first transit apps, though I typically gravitate back to Google because it offers driving and walking directions in the same app.
———
SYNCING WITH PERSONAL COMPUTERS

Screen grab/Apple
Screen grab/AppleApple Maps allows you to sync your places and directions on different devices.

You’re comparing restaurants on your laptop at home, and you don’t want to duplicate efforts when you leave the house. If you use Apple Maps, you can research places and directions on the Mac’s Maps app and hit a share button to send the destination to your iPhone or iPad. From the mobile device, you simply tap on that location to get voice-guided directions.

Google offers something similar, though it’s not as precise in practice. If I look up a destination on Google Maps on a Mac or Windows computer, the place is usually already there when I check my phone, as long as I’ve signed in to my Google account. It’s more automated than Apple’s approach, but sometimes the destination I need isn’t there. Other times, the app is cluttered with places I’ve searched for before but wasn’t necessarily intending to go to.

Either way, it beats retyping everything on a phone’s small keyboard.
———

NO DATA CONNECTION?

Here for Windows allows you to download maps for an entire state or country ahead of time so you can get directions when you don’t have an Internet connection or don’t want to pay for data roaming abroad. The app is inconsistent in finding the right destination, but once it’s found, you can get voice navigation as long as your phone can locate a GPS signal. Unfortunately, it’s not available on Apple or Android devices. You need a Windows phone.

Google has an offline option, too. You need to look up the location ahead of time and save that portion of the map by pulling up the info box at the bottom of the screen. (Though you don’t get directions just the map.)

Several third-party apps promise offline mapping, but you should expect to spend up to $10 on a premium version for anything useful. CoPilot’s free version is the most functional of the three I tried. You need to pay for voice guidance, but a passenger can follow upcoming turns on the screen for free. With Maps.me, you need to pay just to enter a destination. And even if you pay for Galileo, you still don’t get turn-by-turn directions from that app.

The Associated Press

09 Oct 16:25

Hyundai dealer Greg Carrasco on how to sell 32 cars in one day

by CB Staff
Greg Carrasco of Oakville Hyundai

(Greg Carrasco)

“The best time to sell a car is when you’ve just sold one. The positive energy is fresh in your body and people feed off that. The whole atmosphere is contagious.

“The day we sold 32 cars, we were supposed to close at six. My rule has always been that we go home when the last customer leaves, and we stayed open until eight or nine. We sold 32 cars.

“I remember taking the staff out for a few drinks. You just can’t go to sleep. The euphoria and adrenalin is running, and you’re wired until one or two in the morning. The next day? Just another working day.”

—Greg Carrasco, host of the Greg Carrasco Show on AM640 and general manager of Hyundai of Oakville in Ontario

The post Hyundai dealer Greg Carrasco on how to sell 32 cars in one day appeared first on Canadian Business.

09 Oct 16:18

Chromebooks for Work get new security and management features, annual subscription of $50 per device

by Emil Protalinski
Chromebooks for Work get new security and management features, annual subscription of $50 per device
Image Credit: Google

Google today announced new features and pricing to attract more businesses to Chromebooks. The features focus on improving identity, manageability, virtualization, and performance.

Yet before we dive into those, it’s worth highlighting that enterprises can now purchase Chromebooks for Work features and support through a new subscription plan priced at $50 per device per year. The new option is available in the US and Canada first, “with more regions to follow.”

Here are the features Google has recently pushed out:

  • Single sign-on lets you log in with the same credentials and identity provider that you use in the rest of your organization. It uses the SAML standard and works with most of the major identity providers (CA SiteMinder, Microsoft AD FS, Okta, Ping Identity, SecureAuth, SimpleSAMLphp, and so on).
  • Multiple sign-in allows you to securely and quickly switch between work and personal accounts on your Chromebook.
  • Businesses, schools, and government institutions can now provision Chromebooks with client certificates to access 802.1X EAP-TLS wireless networks and mutual TLS protected web resources. Using the Admin Console, IT admins can pre-configure their secure networks, push certificate management extensions, and pre-select certificates to be used with certain websites and networks.
  • IT administrators can use the Admin Console to push a list of bookmarks and many other settings to signed-in workers on all devices.
  • Improved virtualization options: Google has tapped its virtualization partners like Citrix and VMware so Chromebooks can do a lot more than just browse the Web.
  • Rich graphics experiences: Nvidia and VMware announced technology to speed the delivery of graphics-heavy virtualized applications to Chromebooks, allowing you to seamlessly run 3-D modeling and simulation applications often associated with heavier hardware.

Last but not least, Google now also supports licensing portability, which means if you lose or replace a Chromebook, you can easily apply your existing license to a new device. If your employees sometimes lose or misplace devices, this alone may make the subscription fee worth it.


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09 Oct 16:17

These 3 Growth Hacking Strategies Are So Simple, But So Rare

by Bob Hutchins

These 3 Growth Hacking Strategies Are So Simple, But So Rare image Growth Hacking Strategies 300x200.jpgGrowth Hacking. The very term has a bit of mystery to it. It sounds like insider knowledge. Expensive tactical strategy. But in reality, many growth hacking strategies are incredibly simple and easy to carry out. They just take three things:

  1. Work.
  2. Temerity.
  3. And the ability to see a little differently.

3 Growth Hacking Strategies for Your Landing Page

Today, I’m going to share three of my favorite growth hacking strategies for building landing/sales pages that convert.

  • Show your hand. Tell your price. This first tip comes from Arkenea, a Silicon Valley mobile app development company. Arkenea noticed that many of their competitors didn’t offer pricing information on their websites. It’s simply not a practice in the industry. So, they decided to build a transparent pricing page in order to challenge the status quo and help set expectations for potential clients. I don’t know for sure if Arkenea experienced this, but I would guess that having a pricing page made the job a little easier for the sales team. Your pricing page can let potential clients who can’t afford your services weed themselves out. Transparency also gives you an upper hand.
  • Tell them how to get started. Amazon’s CloudDrive sales page is a great lesson in how to get your product into the customer’s hands right now. The page has a brief headline, followed by a one-sentence explanation, and a simple, “Get started for free,” button. Scroll down and learn more, or “get started for free” (again). Download the app if you keep scrolling. Or, “get started for free,” again at the bottom of the page while you learn about a few of the product’s perks. Get the picture? This landing page is packed with instruction and opportunity, yet it’s all focused on essentially one main message without being overwhelming. Perfect.
  • Use A/B testing. You can use sophisticated tools like “Optimizely” (try plugging in your own current lead page!), or you can simply ask people for feedback. We could spend hours talking about A/B testing and all of the ways it can be done. The most important thing is that you just do it. My advice for implementing this growth hacking strategy is that you never become too attached to your landing page. Remember, the page is just a tool to sell the product. You can’t fall in love with it; you have to love what it does. So, don’t be timid about reworking it completely. It should change a lot.

What are the essential elements in your landing page strategy? What’s the one thing you know you need to change about your landing page, but haven’t gotten around to doing?

09 Oct 16:16

Case Study: Second Thoughts About a Strategy Shift

by Elie Ofek and Jill Avery

Augustín Rey, a celebrated European businessman and the new presidente of the century-old retailer Emilia, drove an SUV full of teenagers into the Spanish city of León to show them the revolution firsthand.

A few hours earlier he had been visiting close friends, Camilo and María Veiga, in their home near the provincial capital, and had animatedly explained his plan to revamp the chain’s merchandising strategy and redesign some of its dowdiest stores. The store in León, for example, was getting a complete makeover: An indoor central “plaza” would provide space for young people to listen to musicians or watch movies projected onto walls; stalls and pushcarts along radiating “streets” would offer merchandise selected to appeal to Spain’s youth culture.

The Veigas’ son and daughter had been intrigued. Emilia? they had asked. That old place? So Augustín had invited them and three of their friends for a sneak preview. María had decided to come along as well.

The group’s midmorning arrival at the store, which was in the final stages of its renovation, caused quite a stir. Awestruck employees lined up to shake Augustín’s hand as the teenagers fanned out among the piles and boxes of merchandise.

Nearly all the company’s stores in Spain, France, and Italy had already been renovated to at least some degree, Augustín told María. About 10% of them, including this one, were getting the full treatment, and most of those were already up and running. But that was just the first wave: Every Emilia store was to be redone over the next four years.

“They seem to love it,” María said, watching her kids and their friends cruise along the indoor streets, touching the skinny jeans and baby-doll dresses on display. “Usually they turn up their noses at Emilia — they say it’s a store for old ladies.”

“Sure — it’s a great layout, and the clothes are beautiful,” Augustín said. “But what will really hook this generation over the long term is this little detail.” He held up a square black price tag bearing “€21” in large type and, in smaller letters, the word diario — “every day.”

“This is the revolution,” he said. “Realness.” He let the words sink in and then added, “These kids represent a chance for retail to start over and get real. They are young and idealistic and untainted by the money games that have been plaguing retail for too long — the ridiculous markups followed by sales and two-for-one deals and special promotions. The young, the old — all retail customers — want straight talk: hablar claro. And we’re going to give it to them.”

“Hablar claro” was the name of Augustín’s strategy for turning Emilia into the next Spanish retailing miracle, and it had initially thrilled investors. Results for the first full quarter of operation under the new strategy had been outstanding. But second-quarter performance was disappointing, and what Augustín didn’t tell María was that the most recent results would show further deterioration. Customer traffic was down significantly, and same-store revenue had dropped. When the results were made public, in a few days, the muted criticism that had begun a few months earlier might burst into demands that he change the strategy.

But you can’t chicken out in the middle of a revolution.

Editor’s note: This fictionalized case study will appear in a forthcoming issue of Harvard Business Review, along with commentary from experts and readers. If you’d like your comment to be considered for publication, please be sure to include your full name, company or university affiliation, and e-mail address.

 

A Great New Hope

Augustín’s first retailing success, years before, had been his reimagining of the showrooms of Hogar, a European home-design company. But it was his stint as head of retailing at the fast-fashion chain Xela that had made him a star. His initial focus had been operational efficiency; to drive that home, he had stripped the stores down to their essence, sometimes even exposing wires and ducts. His second focus had been cutting-edge style; to emphasize that, he’d created in-store teams of genios de moda — great minds of fashion — to provide style tips and listen to shoppers’ ideas. The teams were hailed as retailing’s first really new concept in decades.

So it was considered a great coup when Emilia’s board announced that Augustín had been recruited as the company’s next leader. His mandate was to radically reinvent an enterprise that seemed to have lost its way in the face of challenges from fast fashion, big-box stores, and e-commerce.

Emilia, named for the mother of the chain’s founder, had acquired a distinctly matronly air over the decades; it was where frugal middle-aged women shopped for sensible clothing for themselves, their husbands, and their school-age children. This didn’t exactly constitute a thriving market. Even worse, Emilia’s customers had become conditioned to buying only when prices had been slashed. No deal, no purchase. So for years Emilia had competed aggressively on price, offering more and more “door breaker,” holiday, and clearance sales and churning out circulars with coupons, just to get customers to visit the stores or go to the website.

“We have to break people from their addiction to discounts,” Augustín said to María as they sat on a bench outside the store. Then he asked, “Do you remember my aunties, Tía Marta and Tía Teresa?”

María smiled. She and her husband had known Augustín since school days in Galicia, and she well remembered the aunts, who had often taken him in when his parents were traveling for business.

“They would put on their matching hats and take the bus and spend the day going into one store after another, hunting for bargains,” Augustín said. “I still remember the junk they came home with. And why? Because some shop owner had made up a ‘full’ price for a fan or a pair of gloves and then, after much haggling, dramatically caved in and slashed the price to what it should have been in the first place! Whereupon my aunties would gladly pay the so-called bargain price and go running out of the store, crowing about their great victory.”

María laughed. “It was a harmless form of recreation for them.”

“Perhaps. But on a huge scale in today’s retail environment, it’s not harmless. It’s mutual victimization: We victimize the customers by deceiving them — we lure them with huge reductions from artificially inflated list prices and then try to get them to buy other things while they’re scooping up their discounts. Meanwhile, they victimize us by forcing us to cater to their irrational need to find bargains. Do you know that in the year before I was hired, Emilia spent more than €700 million to execute 590 different sales and promotions? And 72% of its revenue came from products sold at less than 50% of the list price. The average discount needed to get customers to buy has soared from 38% to 60%.”

“It’s all part of the game, Augustín.”

“Retail should not be a game. Hogar and Xela are the paradigms. They excel by being straight with customers. No gimmicks. No deception. That’s the ethos I’m going to bring to Emilia.”

“But Emilia has such different customers from Xela,” María said. “Won’t they be upset?”

“A few will be upset. To which I say, ‘Fine. Be upset.’ Others will be relieved.”

“Won’t you need new customers to replace those who defect?”

“Just look,” Augustín said. The last of the young people had come out of the store, chattering excitedly about what they had seen inside.

“Them?” María asked.

“Yes, them. As well as older teenagers and twenty-somethings. Emilia will truly become a store for the whole family, by appealing to different family members in different ways. Older customers will want to come here for value; young adults will want to come here to be with their friends. They’ll walk along those indoor streets, hear their music, see images of their idols wearing our hip new clothes. It will be a retail playground for them — while their mothers are upstairs trying on sensible shoes.”

“But this generation is so obsessed with the internet, I doubt they’ll ever set foot in stores again.”

“We are replicating the in-store experience online,” Augustín said. “But I think physical stores will continue to be very important to people. Buying clothing is a touch-and-feel experience. Young people will use social media to spread the word that Emilia is a fun place to meet and socialize.”

“OK, but what if they — or their mothers, if they have no money — refuse to pay for the cool stuff?”

“They won’t refuse,” he replied. “We’ll stay inexpensive. We offer ‘everyday low prices,’ as they say in the States.”

“I guess retailers are born optimists,” María replied.

 

The Reckoning

The most recent quarter’s results were every bit as bad as Augustín had expected. He studied the numbers during a visit from two board members at his Andalucían home overlooking a golf course and the distant Mediterranean. The loss had widened to €211 million. Same-store revenue was down by 19%, and customer traffic had dropped by 10%. The chances now seemed remote that this year’s holiday shopping season, which was right around the corner, would provide much of a lift.

“But it’s a four-year plan,” Augustín said as he closed the folder. “Not a one-year plan. We need time for the changes to play out — for all the stores to be renovated, for customers to understand our pricing strategy.”

“It can’t be a four-year plan if the company doesn’t survive for four years,” said the board chairman, Nicomedes Mallo.

Augustín was startled. Nico had recruited him and had always been his staunchest supporter. Quietly he said, “Survival is the whole reason for the four-year plan. We are extricating Emilia from the death spiral of a shrinking customer base, deal-obsessed customers, tired merchandise, and escalating price promotions.”

“But customers don’t like the new approach,” Nico said.

“They need to be educated,” Augustín replied. “If our new strategy has one weakness, it’s in marketing execution. In fact, I’d like to start a new campaign: Haz los cálculos — ‘Figure it out.’ It will be aimed at educating consumers about our competitive everyday prices. We have the data to back it up: A random bucket of items shows that although some items are slightly more expensive, overall Emilia is significantly cheaper than all its direct competitors. Plus we have a policy of matching any other store’s price.”

“If the straight-talk campaign isn’t working, what makes you think ‘Figure it out’ will fare any better?” Nico asked. “You haven’t done any research on this.” He reminded Augustín that the board had agreed to run hablar claro without testing it first, buying in to his argument that the company needed to get out in front of consumers rather than be led around by their misguided desires. The board didn’t want to make the same mistake again.

“Recent customer surveys show that people see Emilia as offering less value than competitors,” Nico added. “And to take advantage of the situation, our competitors are ramping up their sales. They’re offering them every weekend, issuing savings passes, and flooding the airwaves with advertising about new low prices. Customers are responding. That’s why our numbers are so bad.”

“We’re starting a realness revolution,” Augustín said. “We knew we’d have to take a few arrows in the back.”

Nico asked the other board member, Celso Peres, for the papers they had drawn up and spread them out on the glass coffee table. “We are proposing a modification of the new approach,” he said. “One that more closely addresses the expressed desires of our existing customers, whom we cannot abandon.”

“First,” he continued, “we give up the hablar claro idea. Customers seem to find it condescending. Second, we go back to our old policy of ‘best price weekends.’ Third, we show the list price for every item so that customers can compare it with the discounted price. Fourth, we reintroduce the words ‘sale’ and ‘clearance’ into our marketing communications. Fifth, we go back to printing circulars and coupons. This will make it simpler for customers to understand our stores. It will show that we are on their wavelength.”

Nico slid the papers across the table toward Augustín. “This isn’t a coup,” he said. “We still believe in you. We’re still behind your vision to cater to younger customers, to turn the stores into social hubs, and to be more transparent about pricing — to a degree. But we know those changes will take a while, and in the meantime we don’t want to alienate our existing customers.” He tapped the papers with his finger. “You don’t have to follow this plan to the letter,” he said. “But it’s the sense of the board that your new strategy is too extreme for our customers. They don’t know what to make of Emilia anymore.”

Augustín looked at the plan. It was nothing short of a return to business as usual. To him, it represented a colossal failure of nerve.

Question: Should Augustín abandon his bold strategy?

Please remember to include your full name, company or university affiliation, and e-mail address.

 

 

09 Oct 16:16

Stop Trying to Control How Ex-Employees Use Their Knowledge

by Orly Lobel

The free flow of workers between companies is central to economic growth and innovation. Yet employers are increasingly taking legal action to prevent former employees from using knowledge and skills learned on the job.

More and more frequently, firms are asking new hires to sign post-employment agreements, which prevent former employees from working at rival firms or starting up their own companies in the industry. And U.S. state policymakers have aided and abetted these efforts by changing the law to enable employer control over workers’ knowledge. States that continue to side with controlling firms over skilled employees are hampering their economic prospects and inviting brain drain to more enlightened locales.

While noncompete and non-disclosure clauses were once standard only in the employment contracts of key executives and technical personnel, many firms now require a wide range of employees to sign them including, in some cases, even yoga instructors, designers and camp counselors.

Some of these restrictions are drafted as non-solicitation or non-dealing clauses precluding the employee from dealing with the former employer’s customers and others are drafted as restrictions on using any information learned on the job. And more firms are going to court to prevent former employees from working at rivals, charging that allowing them to do so would inevitably reveal proprietary trade secrets. The number of lawsuits filed over noncompete agreements and trade secrets has increased dramatically since 2000.

This trend has been fueled not only by the contemporary talent wars and the much debated skills gap, but also by changes in the law that have expanded employers’ control over employees’ knowledge. Although it might seem that greater control and stronger enforcement are beneficial—it is important for firms to protect key trade secrets, after all—the evidence shows that these changes critically undermine employee incentives to learn and innovate.

The law governing trade secrets and noncompete agreements is largely state law and it varies significantly from state to state. In California, for example, employee noncompete agreements are generally not enforced and trade secret enforcement is relatively narrow. Economics research shows that these policies are a key reason why Silicon Valley startup firms succeed relative to tech companies in many other states. Despite differences from state to state, however, the last two decades have seen a significant expansion of trade secret law.

First, many states have adopted a broader notion of the range of employee knowledge that the employer can seek to protect. In the past, trade secret law only protected well-defined knowledge such as the formula for Coca Cola or the code of software programs; now, in many states, the law also extends to cover less well defined knowledge, such as employee know-how, customer relations, basic skills, and knowledge that is not used commercially. For example, in many states, trade secrets now include lists of actual or potential customers and suppliers, as well as pricing lists and marketing strategies, making it virtually impossible for a former employee to compete over clients.

Second, in some states, such as Illinois and Florida, a firm can take legal action against a former employee who has not actually misappropriated secret knowledge; all that is necessary is a “substantial threat” of misappropriation or a claim that the former employee will “inevitably disclose” secret information. For example, IBM got a court to enjoin a former IBM executive from taking a job at Apple; the executive had managed semiconductor and server engineering at IBM and IBM argued that he would inevitably disclose trade secrets in his new job managing iPod and iPhone engineering. In this way, firms can prevent former employees from taking jobs in the same industry, even when employees have not signed a noncompete agreement or when noncompete agreements are not enforceable.

Third, some firms have gotten federal authorities to initiate criminal proceedings against former employees under the Economic Espionage Act. For instance, last year a former Goldman Sachs computer programmer was sentenced to eight years in prison for saving some of the files he worked on to his own computer account. Currently, Congress is considering a further expansion by allowing civil lawsuits and injunctions in federal courts.

The law has given employers new powers over employee knowledge and firms are increasingly using these powers. However, economic researchers have firmly established that these changes are shortsighted both as a matter of public policy and firm strategy. Indeed, empirical evidence shows that overall these changes have not been good for firms or for society. Why? Because firms need to strike a delicate balance between protecting secrets and encouraging employees to learn new skills and knowledge. Employees’ incentives to learn on the job are weaker if they cannot use that knowledge later in their careers. They invest less in acquiring knowledge, reducing their skills and innovativeness.

Evidence shows aggressive enforcement leads to less learning, a loss of talented people, and less innovation in the long run. Stronger enforcement of noncompete agreements and trade secret law also result in lower pay and reduced employee mobility. That might seem like a benefit to employers, but that too is a double-edged sword: it also means lower incentives to learn on the job and greater difficulty hiring talented workers. Indeed, researchers studying state-to-state differences find that states with stronger enforcement of noncompete agreements have a “brain drain” effect: inventors tend to migrate to states with weaker enforcement, and that trend is especially strong among the most productive inventors. Not surprisingly, stronger enforcement is also associated with less investment in capital and R&D.

Instead of relying on the threat of litigation, today’s most innovative companies are finding creative ways to positively incentivize and motivate their employees, such as Zappos’ peer-to-peer reward program, Qualcomm’s patent reward system, or Starbucks’ employee tuition reimbursement plan. Companies are also increasingly identifying the ways in which their former employees, similar to university alums, can strengthen the firm’s ties and collaborations as well as aid new recruitment.

These findings and developments provide a stark message to managers: the law provides an increasingly powerful tool to control the use of knowledge that former employees have learned on the job, but it is a tool that should only be used sparingly. Managers need to protect real trade secrets, but overly aggressive enforcement undermines employee motivation, makes hiring talent more difficult, and undercuts firm innovativeness. Excessive use of post-employment restrictions or overly aggressive trade secret litigation against former employees amounts to giving the legal department too much control over human resources policy. The result may be less innovation and a depletion of human capital.

09 Oct 16:15

A Front-End Developer’s Ode To Specifications

by Dmitriy Fabrikant

In the physical world, no one builds anything without detailed blueprints, because people’s lives are on the line. In the digital world, the stakes just aren’t as high.

It’s called “software” for a reason: because when it hits you in the face, it doesn’t hurt as much. No one is going to die if your website goes live with the header’s left margin 4 pixels out of alignment with the image below it.

But, while the users’ lives might not be on the line, design blueprints (also called design specifications, or specs) could mean the difference between a correctly implemented design that improves the user experience and satisfies customers and a confusing and inconsistent design that corrupts the user experience and displeases customers.

For those of us who create digital products, design specs could mean the difference between efficient collaboration and a wasteful back-and-forth process with costly implementation mistakes and delivery delays. It could also mean the difference between your business making money and losing money, in which case lives might actually be on the line.

In short, specs can help us to build the right product more quickly and more efficiently.

What Are Blueprints (And Why Are They Blue)?

Why are blueprints blue? To find the answer, let’s go back in time a bit, courtesy of Wikipedia1:

“A blueprint is a reproduction of a technical drawing, documenting an architecture or an engineering design, using a contact print process on light-sensitive sheets. Introduced in the 19th century, the process allowed rapid and accurate reproduction of documents used in construction and industry. The blue-print process was characterized by light colored lines on a blue background, a negative of the original.”

Architectural blueprints were the photocopier of the 19th century. They were the cheapest, most reliable technology available to copy technical drawings.

1-joy-oil-gas-station-blueprints-500px2
Architectural drawing, Canada, 1936 (Image: Wikipedia3) (View large version4)

Blueprints were created by sending light around an ink drawing on transparent film. The light would shine through everywhere except the ink and hit a paper coated with a light-sensitive material, turning that paper blue. This outlined a white copy of the engineering drawing on a dark-blue background.

These copies were then distributed to builders who were responsible for implementing the designs in those drawings.

Today, many graphic designers also distribute design specs to the front-end developers who are responsible for implementing the designs. Design specs are no longer made with paper and light, and they are no longer blue, but, as before, they ensure that the product gets built correctly.

From Bricks To Bits And Bytes

I learned the value of architectural blueprints in my previous career as a real estate developer. One of my responsibilities was to find great architects to create blueprints so that the construction workers we hired knew exactly what to build. Somewhere along the way, I realized that real estate development was not for me: I wanted to make a greater impact by building the scalable skylines of the virtual, rather than the real, world. I learned HTML, CSS and JavaScript and went in search of startups that were hiring. My understanding of the importance of detailed blueprints went with me.

In the wild west of World Wide Web startups, I had to build single-page JavaScript applications that looked good and performed well, and I had to do it quickly. Designs were often handed down to us one week before the product’s release date, and we were asked to start sprinting. The designs usually consisted of Photoshop files (PSDs) with a lot of layers and zero specs to accompany them.

For a former real estate developer, working with graphic designs without specs was like getting a set of architectural blueprints with all of the drawings and none of the numbers. Without the necessary CSS “measurements,” I was forced to hunt through layers and sublayers of shapes and text elements to figure out the right HEX value for the border around the “Buy” button or the font family used in the “Forgot Password?” field. Such a workflow was very unproductive.

I was starving for specs when my friend Chen Blume5 approached me with the idea of Specctr156, a tool that would bring the familiar benefits of architectural blueprints to the world of graphic design and front-end web development. I immediately recognized the value and potential of this idea, so we started working together right away, and soon after that, the first version of Specctr was released.

2-specctr-for-fireworks-properties-of-objects-500px
Properties of objects (specs) created with the Specctr plugin (Source: “Blueprints for the Web: Specctr Adobe Fireworks Plugin447”)

Initially, the Specctr plugin was for Adobe Fireworks users8 only, which at the time — 2012 — seemed to be the best tool for UI and web designers. Later, we expanded the range of supported apps, and today it includes Fireworks, Illustrator, Photoshop and InDesign.

A Picture (And Some Numbers) Are Worth More Than A Thousand Words

They say that a picture is worth a thousand words9. Well, a picture and some RGB values could be worth much more!

3-1913-piqua-ohio-advertisement-500px
“One look is worth a thousand words” appears in a 1913 newspaper advertisement for the Piqua Auto Supply House of Piqua, Ohio (Image: Wikipedia10).

The phrase “A picture is worth a thousand words” means that a complex idea can be conveyed with just a single still image. It also characterizes well one of the main goals of visualization, which is to make it possible to absorb large amounts of data quickly. However, in the design and development business, a picture or a single PSD is not enough.

Developers need to know a design’s exact attributes to be able to write the HTML and CSS necessary to recreate the text and shape elements via code. If a PSD is not accompanied by detailed specs, then making approximate guesses or hunting through layers could lead either to errors or the loss of precious development time.

Developer Focus

When developing something, I might need several minutes to load the necessary mental models in my head before I can be productive. Any interruption could bring a wrecking ball to the intricate imaginary machinery I’ve struggled to assemble inside my head.

This is why having to look up an RGB value or turn to a teammate to ask which typeface is being used could lead to big gaps in my productivity.

And if you’re a member of a distributed or remote team, then you don’t even have the luxury of immediately getting your questions answered by a colleague — you’re off to an asynchronous communication tool like Skype, Hipchat or, worse, email. As Chris Parnin puts it11:

“The costs of interruptions have been studied in office environments. An interrupted task is estimated to take twice as long and contain twice as many errors as uninterrupted tasks. Workers have to work in a fragmented state as 57% of tasks are interrupted. For programmers, there is less evidence of the effects and prevalence of interruptions. Typically, the number that gets tossed around for getting back into the ‘zone’ is at least 15 minutes after an interruption. Interviews with programmers produce a similar number.”

4-this-is-why-you-shouldnt-interrupt-a-programmer-500px
This is why you shouldn’t interrupt a programmer. Seriously. (Check the full comic strip12 by Jason Heeris!)

A Carnival Of Errors: Developer Edition

Julia had been at her computer for eight straight hours and was late for dinner with her parents, but she had promised to have this CSS transition between the “product” overlay and “buy” overlay on the master branch by the end of the day. She was almost done, but the type on this “Submit” button didn’t look the same as the one that was live on the website now.

“It’s fine,” she thought. “I’ll change it tomorrow.”

Faced with short deadlines and the prospect of rummaging through Photoshop layers, some developers would take a stab in the dark with what type to use — thus, negating the hours of design research they’ve invested with one stress-fueled decision.

5-buy-button-example-500px
The font looks the same. Well, almost.

In the end, we’ll have to redo it anyway, but for now we’ll meet the deadline. It’s all about developer convenience.

No one in the history of forever put in extra effort to do the wrong thing. Mistakes are usually the result of following a tempting shortcut.

The record industry’s failed attempt to halt the digital distribution of music is a good example of this. Spotify’s whole business model13 is based on the fact that “people were willing to do the right thing but only if it was just as rewarding, and much less hassle, than doing the wrong thing.”

Give your front-end engineer a fully spec’ed design and then bask in the rays of gratitude emanating from their face. They’ll get all of your margins and padding exactly right; that subtle gradient will have the precise values you took so long to match; and it will all get done faster. Why would they do anything else? All of the information they need is right there in front of them!

The Triumph Of Tediousness: Designer Edition

Lauren took a second to appreciate her finished design. It was well-balanced and conveyed a sense of calmness, all while guiding attention towards the “Submit” button.

She was tired and ready to go home after a long day of work, but she had promised to deliver the finished design so that Julia could get a head start on developing it for tomorrow’s deadline. She sometimes created specs for the developers she worked with, but she just didn’t have it in her to type and draw out each individual annotation “by hand.”

“Julia will figure it out,” she thought to herself as she hit “Send.”

It’s all about designer convenience.

If design specs (i.e. blueprints) have so much to offer, then why aren’t they a part of every designer’s workflow? The reason I, as a developer, might skip looking up the type is the same reason many designers don’t create specs: It’s easier not to.

This is because designers are not using the right tools. They manually measure and draw each dimension, and they type each pixel value and RGB value “by hand,” using the same general-purpose drawing tools that they used to create the design.

Any time you ask an artist to stop creating and focus on process, you’re fighting an uphill battle. The hill becomes dramatically steeper when the process is slow and tedious.

With the right tools to automate the creation of specs, designers can reduce costs and enable their whole team to reap the benefits of creating and distributing design specs.

Let’s Create (And Use) Design Specs

The two examples above — with Julia and Lauren — are imaginary, but that doesn’t mean they don’t happen constantly in real life. Developers should not have to make any guesses that lead to errors and lose time. On the other hand, creating detailed specs manually is tedious and takes a lot of the designer’s time.

Is there a better way? I believe there is.

We should start using tools that help us to create design specs with a minimum of hassle. Such tools would save time for both designers and developers and would lead to better designer-developer workflows.

Below are some excerpts from a design document annotated with Specctr. With the help of the Specctr plugin, a designer could quickly provide the color values of any design element, along with the exact width and height, gradient values, type attributes (including font family, weight, kerning, leading, etc.), margins, padding, border properties and more. This would greatly help the developer to implement the design because they would not need to hunt through layers and sublayers or make any guesses.

6-specctr-top-left-spec-500px14
Text and spacing specs generated with Specctr156 (View large version16)
7-specctr-mid-left-spec-500px17
hape and text specs generated with Specctr (View large version18)
8-specctr-mid-bottom-spec-500px19
Coordinate and spacing specs generated with Specctr (View large version20)

As a bonus side effect, using detailed design specs will help you to avoid errors and inconsistencies in the final version of the design when it’s implemented in real life. Below is an example of the “drift” that can occur when implementation details are not made explicit and are left up to the developer’s guesswork.

9-how-a-design-can-deviate-without-documentation-example-500px21
A comparison of how a design can deviate from a designer’s vision without proper documentation: spec’ed design on the left, unspec’ed design on the right. (View large version22)

Note: Specctr is not the only tool that automatically generates detailed design specs. Plugins such as PNG Express23 (designed to work with Photoshop) do similar tasks, but I’ve been mentioning Specctr because I developеd it myself and have the most experience with it. If you have tried other spec-generation tools, please, share your experience in the comments below.

Components And Style Guides

Developers have long been familiar with the advantages of breaking a large system down into small components through object-oriented programming24, which is currently the dominant programming paradigm, thanks to the adoption of languages such as Java25. Breaking a complex project into self-contained parts that make up the whole allows a single part to be reused in multiple places in a project and allows for greater project organization and easier maintenance.

Designers are also finding26 that breaking down a design into its atomic components allows for greater efficiency because they’re able to combine them to reuse their code and styles27. Seeing the components from which a project’s entire design is derived allows for the immediate communication of style choices made across that project. Examples of the components that would be shown are the grid, buttons, forms, tables and lists.

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Grid component from Mozilla’s “Style Guide”29. (View large version30
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List component from Mozilla’s “Style Guide”. (View large version32

Components combined with design specs make up a style guide33. A style guide serves as a reference both to communicate a project’s design aesthetic and to provide details of its implementation to developers. Developers no longer have to rely on designers to spec individual documents, and can instead use this reference to find the information they need. In this way, a style guide is another great tool for more efficient collaboration between designers and developers.

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A style guide will help you to maintain a consistent look over time. (Source: “How to Make an Effective Style Guide With Adobe Fireworks4335”). (View large version36

Conclusion

I reached out to a few designers for comments about the process they follow to document designs. One of my favorite responses comes from Jason Csizmadi, senior visual designer at Cooper37:

“Developers at all stages of projects expect and demand strong documentation.

Although documentation is never the most exciting aspect of design, it’s a critical step in ensuring smooth working relationships, timely delivery and a successful hand-off at the end. Ultimately, design documentation acts as a life-support system, ensuring that your vision is executed properly.”

Like any good business process, design specs should support the primary endeavor — in this case, to create beautiful websites and applications. Creating these products requires collaboration between designers and developers, and effective collaboration requires effective communication. Investing in the development of workflows and tooling around to make this communication easier and more efficient will pay off big with the speed and effectiveness with which products are built and, ultimately, with the success of the businesses that depend on those products.

Further Reading

I’d like to thank Michel Bozgounov46, who helped me research this article and made a few useful suggestions to improve it.

(mb, al, il)

Footnotes

  1. 1 http://en.wikipedia.org/wiki/Blueprint
  2. 2 http://www.smashingmagazine.com/wp-content/uploads/2014/10/1-joy-oil-gas-station-blueprints-large.jpg
  3. 3 http://en.wikipedia.org/wiki/File:Joy_Oil_gas_station_blueprints.jpg
  4. 4 http://www.smashingmagazine.com/wp-content/uploads/2014/10/1-joy-oil-gas-station-blueprints-large.jpg
  5. 5 http://www.smashingmagazine.com/author/chen-blume/
  6. 6 http://specctr.com
  7. 7 http://www.smashingmagazine.com/2012/05/25/blueprints-for-the-web-specctr-adobe-fireworks-plugin/
  8. 8 http://www.smashingmagazine.com/2012/05/25/blueprints-for-the-web-specctr-adobe-fireworks-plugin/
  9. 9 http://en.wikipedia.org/wiki/A_picture_is_worth_a_thousand_words
  10. 10 http://en.wikipedia.org/wiki/File:1913_Piqua_Ohio_Advertisement_-_One_Look_Is_Worth_a_Thousand_Words.jpg
  11. 11 http://blog.ninlabs.com/2013/01/programmer-interrupted/
  12. 12 http://heeris.id.au/2013/this-is-why-you-shouldnt-interrupt-a-programmer/
  13. 13 http://www.theguardian.com/technology/2013/nov/10/daniel-ek-spotify-streaming-music
  14. 14 http://www.smashingmagazine.com/wp-content/uploads/2014/10/6-specctr-top-left-spec-large.png
  15. 15 http://specctr.com
  16. 16 http://www.smashingmagazine.com/wp-content/uploads/2014/10/6-specctr-top-left-spec-large.png
  17. 17 http://www.smashingmagazine.com/wp-content/uploads/2014/10/7-specctr-mid-left-spec-large.png
  18. 18 http://www.smashingmagazine.com/wp-content/uploads/2014/10/7-specctr-mid-left-spec-large.png
  19. 19 http://www.smashingmagazine.com/wp-content/uploads/2014/10/8-specctr-mid-bottom-spec-large.png
  20. 20 http://www.smashingmagazine.com/wp-content/uploads/2014/10/8-specctr-mid-bottom-spec-large.png
  21. 21 http://www.smashingmagazine.com/wp-content/uploads/2014/10/9-how-a-design-can-deviate-without-documentation-example-large.png
  22. 22 http://www.smashingmagazine.com/wp-content/uploads/2014/10/9-how-a-design-can-deviate-without-documentation-example-large.png
  23. 23 http://www.pngexpress.com/
  24. 24 http://en.wikipedia.org/wiki/Object-oriented_programming
  25. 25 http://en.wikipedia.org/wiki/Java_%28programming_language%29
  26. 26 http://bem.info/method/
  27. 27 http://pea.rs/
  28. 28 http://www.smashingmagazine.com/wp-content/uploads/2014/10/10-mozilla-grid-comp-large.png
  29. 29 https://www.mozilla.org/en-US/styleguide/
  30. 30 http://www.smashingmagazine.com/wp-content/uploads/2014/10/10-mozilla-grid-comp-large.png
  31. 31 http://www.smashingmagazine.com/wp-content/uploads/2014/10/11-mozilla-list-comp-large.png
  32. 32 http://www.smashingmagazine.com/wp-content/uploads/2014/10/11-mozilla-list-comp-large.png
  33. 33 http://medium.com/@bradhaynes/designing-products-that-scale-c8f3001f709b
  34. 34 http://www.smashingmagazine.com/wp-content/uploads/2014/10/12-style-guide-fireworks-large.png
  35. 35 http://www.smashingmagazine.com/2014/02/17/effective-style-guides-with-adobe-fireworks/
  36. 36 http://www.smashingmagazine.com/wp-content/uploads/2014/10/12-style-guide-fireworks-large.png
  37. 37 http://www.cooper.com/
  38. 38 http://pivotallabs.com/best-practices-for-designerdeveloper-collaboration/
  39. 39 http://programmers.stackexchange.com/questions/141624/how-to-improve-designer-and-developer-work-flow
  40. 40 http://en.wikipedia.org/wiki/Blueprint
  41. 41 http://blog.ninlabs.com/2013/01/programmer-interrupted/
  42. 42 http://zurb.com/university/lessons/31
  43. 43 http://www.smashingmagazine.com/2014/02/17/effective-style-guides-with-adobe-fireworks/
  44. 44 http://www.smashingmagazine.com/2012/05/25/blueprints-for-the-web-specctr-adobe-fireworks-plugin/
  45. 45 http://www.smashingmagazine.com/2013/11/15/specctr-an-adobe-illustrator-plugin-freebie/
  46. 46 http://www.smashingmagazine.com/author/michel-bozgounov/

The post A Front-End Developer’s Ode To Specifications appeared first on Smashing Magazine.

09 Oct 16:14

9 Ways to Utilize Social Media for Storytelling!

by Brian Fanzo

In my recent blog post “Personal Branding 101: Whats Your Story” I discussed the importance of story telling and understanding what your story is before you worry about building a personal brand. To my surprise many brands and leaders when asked how they can share their stories with their community believe they must give a keynote speech, write a blog post, write a book or produce a video or commercial. Social Media is the perfect platform for storytelling but to do it correctly it’s more than just telling your story with words it’s a compilation of all your digital actions.

Just like relationships on social media there is no easy button and to do storytelling the right way you have to have a strategy and play the long game. With that being said that doesn’t mean you have to wait to give a “Ted Talk” to share your story but you also don’t want to be that person that comes across as salesy or forced.

9 Ways to Utilize Social Media for Storytelling! image “Every Social Action you take 300x150

With so much noise on social media you must find ways to reach new audiences and capture their attention long enough to share your story. Having a consistent story is vital but equally as important is sh

aring your story in multiple different formats, on different social networks ideally targeted towards new and unique audiences.

Storytelling humanizes the message, is memorable and inspires action!

Here are 9 ways to share your story on social media.

Blogging – Blogging for many including myself can be an overwhelming task as we associate blogging with being an author or professional writer requiring perfect grammar and 900 in writing on the SAT’s. If the idea of blogging wasn’t overwhelming enough creating a website or finding a place to share your blog where it will be actually viewed is no easy task. Thankfully for as many people who seek perfect content that is data backed and filled with mind blowing facts, there are equally as many people that want to hear compelling, authentic real stories that allow them to connect with the writer. Thanks to tools like Medium, Blogger, WordPress and Linkedin Publisher you can write your story, your way and get views with little knowledge of SEO, websites or blog promotion.

Content Curation - As much as blogging can be overwhelming the idea of content curation sounds easy as you’retaking great content that someone else wrote and adding your opinion. Great content creation is very time consuming as you must find and read lots of content selecting the content that you can add value to while also being content that your community cares about. Thanks to tools like Scoop.it, Meddle and Flipboard you can create a curation home filled with the content that you’ve curated, not only showing that you’re connected and consuming great content but also the content as a whole shows your philosophy and helps tells your story.

Own a Hashtag – Hashtags or Philosophies are like nicknames in highschool, for them to stick and make sense you not only have to embrace it but others have to buy into it as well. For this to happen you not only have to live that hashtag but it has to be something you’re committed too. Some great examples are Ted Rubin with Return on Relationships #RonR or Jay Baer #YouTility or Chris Brogan #ProudFreak.

Social Actions with a Strategy- The content you share tells your community as much about your philosophy as the content you create from scratch. “Every Social Action you take is a brick in your digital footprint platform” Therefore the content you like on Linkedin, Pin to Pinterest or RT on Twitter becomes an element of your social story. Therefore like, pin and RT people and content you agree or align with, therefore telling your story with your social actions.

Personal Brand Footprint - No matter if its your username, your social network profile, your website or your blog description it’s important to not only be consistent so that you’re easy to be found but also so that the more interactions someone has with you across multiple networks the more they’ll remember and relate to your story.

Video Blog – Video content is only growing and thanks to apps like Instagram and Vine you no longer have to be a professional or have the best equipment to utilize the power of video. It’s not about becoming the next YouTube star or creating a viral Vimeo video rather it’s another format that your audience consumes where they can relate to your story. So maybe it’s broadcasting a company training event with Ustream or creating a personal video blog where you talk into the camera either way you are connecting and sharing your story and passion with a new audience or enhancing that message to your current audience!

Podcast – If blogging or being on video isn’t your thing but you love to talk, the idea of having your own radio show or podcast is something anyone can do. Thanks to tools like BlogTalkRadio, SoundCloud and Podcast trainers like John Lee Dumas creating an audio outlet to share your story can be as easy as having a microphone and a smartphone.

Create Visual Content – Creating great content that tells your story requires a lot of work so it’s important to find new ways to share this content or what I call “UpCycle” this content into new consumable pieces of media. Take quotes from your most popular blog post to create a slideshare or maybe creating a Meme or infographic using tools like Canva and sharing them on Pinterest allowing for your story to be told in unique formats hopefully attracting new audiences.

Community Digital Events - “Social is the great Collaborator” but you must take the action and engage to truly find value on social media. This can be as simple as joining a twitter chat or posting with a popular hashtag, or as exciting as creating your own G+ Hangout or starting your own group on facebook. The more ways you engage and collaborate with others on social the more opportunities you’ll have to share your story.

These 9 methods can seem overwhelming at first but you don’t have to do all 9 at once, ideally one of these methods jumped out at you as something you already love to do but never thought of it as a way of telling your story. Embrace your story and test out new methods and ways to connect your story with your community. Storytelling is a powerful weapon but YOU must be the one that owns that story and embraces these new methods being the producer, marketer and director that makes you memorable to your community!

09 Oct 16:14

LinkedIn Company Pages: A Worthwhile Investment?

by Courtney Hunt

LinkedIn Company Pages: A Worthwhile Investment? image LinkedIn Company Pages 148x1502.png2LinkedIn Company Pages once held a lot of promise, but their value has becoming increasingly limited over time. Most organizations can now probably either live without them or restrict their usage to a simple organizational profile. This post assesses the past and current state of the feature and offers guidance on the most practical ways to leverage it. 

Just about three years ago I extolled the virtues and potential value of LinkedIn Company Pages, referring to them as “an undervalued gem for organizations of all types.” I began that piece by writing:

LinkedIn’s “company” management capability is an amazingly powerful and surprisingly underutilized feature of the platform. Other than the Careers functionality, the feature is free. And even though LinkedIn uses the term “company,” it’s a feature that can be used by organizations of all types, as well as organizations of any size (including solopreneurs).

I went on to highlight some of the benefits of LinkedIn Company Pages, including how they enable organizations to:

  • Connect all employees on LinkedIn under a single employer identity
  • Promote the organizational brand, products and services
  • Communicate the employment brand and enhance recruiting efforts
  • Facilitate business development and other efforts to garner support from outside parties
  • Provide an easier mechanism for externally facing employees (e.g., business development, recruiting) to be found via LinkedIn
  • Connect LinkedIn users to their website and other internet presences

Even as recently as a year ago, I heard a representative from LinkedIn promoting LinkedIn Company Pages in a Social Media Week presentation (see slides 17-23 in this deck).

But much has changed in the past year, and the LinkedIn Company Pages feature has gotten stripped down to a few essential elements that don’t offer a lot of potential value for most organizations.

What’s Gone from LinkedIn Company Pages

Probably the biggest element that has been removed from LinkedIn Company Pages is the Products and Services tab, which was deactivated in April 2014. Organizations used to be able to create sub-pages for each of  their key offerings. These sub-pages included a description of each featured product or service (with or without a disclaimer), a related image and web page link, a designated contact, a YouTube video, and a special offer or promotion (which also appeared on the main page). The feature also enabled clients and other stakeholders to provide endorsements for specific products and services (via a virtual “thumbs up”), as well as testimonials. All of that is now gone.

A number of related features on the main company page have been eliminated as well, including the ability to:

  • Create multiple versions of the page for different audiences and/or market segments
  • Add up to three linkable banners that will rotate through the page
  • Link to a YouTube video
  • Feature specific products and services
  • Include an RSS feed from a company blog
  • Incorporate a general disclaimer

LinkedIn Company Pages: What Remains?

Free Features. The basic profile aspect of LinkedIn Company Pages remains essentially unchanged. Organizations can provide a brief overview of who they are and what they do, identify specialties, link to a website, and share simple demographics like industry and company size. They can also list up to three featured LinkedIn groups on their profile.

Group administrators can also use the company status update feature to link to blog posts, YouTube videos, SlideShare documents, and other created  and curated content. The feature can also be used to promote products and services, provide special offers, feature employees and clients, etc.

In place of the Products and Services feature, LinkedIn enables organizations to create up to 10 showcase pages. Although these pages are “children” of the main parent page, they are treated as independent, which means they have their own profiles, followings and updates.

And of course it’s still possible to have employees and contractors their individual profiles to the company page so visitors can see at a glance who’s currently affiliated with the organization and what their roles are.

Premium Features. Any organization can post a job for 30 days (the rate I was just quoted for Chicago was $395) and have that job linked to their company profile. They can also pay for sponsored updates, which is effectively targeted advertising, using either a pay-per-click or pay-per-view pricing model. And of course it’s possible to add a Careers page to the company profile.

LinkedIn Company Pages: What’s an Organization To Do?

In addition to the fact that the features of LinkedIn Company Pages have been stripped down, gaining page followers (for both the main and showcase pages) requires a lot of effort. And even if an organization is able to acquire them, that doesn’t mean they’ll be able to reach – let alone engage – them by providing status updates (at least not organically). Although The Denovati Group provides a status update almost daily, for example, our average organic reach is less than 30% and our average engagement is close to zero. I expect those results are typical.

If an organization wants to reach and engage more people, from either a business development or a hiring perspective, it’s going to have to pay. That’s certainly fair – LinkedIn is, after all, a for-profit company – but it does raise important ROI questions.

All things considered, are LinkedIn Company Pages still worthwhile? Perhaps, to an extent. Here are my thoughts for organizations of different sizes.

Tiny: For sole proprietors, small partnerships, and organizations with fewer than 10 employees, a company page may not be worth the effort to try to maintain, and may even undermine the brand and the company’s goals and objectives. Leaders and other individuals in small organizations are probably better off developing robust LinkedIn profiles and using their individual status updates and the blog feature to promote their expertise, thought leadership, and brand(s), as well as their products and services.

Kathy Caprino, the Founder of Ellia Communications, is a good case in point. Her company page has only 108 followers, but over 24,000 people follow her as an individual. Although she seems to have wisely put her energy into maintaining a strong individual presence on LinkedIn, and only has a basic company page, the anemic nature of that page may be doing her more harm than good. I would advise her to consider getting rid of it.

Small to Medium: As an organization grows in size, there could be some value in having a basic company page, if for no other reason than to connect the individual profiles of employees. And if the resources are available, providing regular – or even occasional – status updates can be worthwhile. Although the reach and engagement may be low when the messages are posted, there can be some value in having these updates available to people who visit the page.

Examples of small to medium organizations that take this approach include ViaForensics, YouEarnedIt, RightPoint, SWC Technology Partners and Varsity Tutors. Although they all provide (semi)regular status updates, none of them have either showcase pages or career pages, and only some of them have posted jobs.

A word of caution: With a small amount of additional effort, you can customize status updates for LinkedIn Company Pages so they don’t look like bastardized tweets (e.g., by including hashtags and unnecessary abbreviations) or show a lack of care (e.g., not deleting the url for a link after the image and excerpt render).

Large: LinkedIn Company Pages make the most sense for organizations that have both large employee populations and large followings. And of course they have the resources to both support and effectively leverage showcase pages, as well as premium features like job postings, sponsored updates, and careers pages. They are also able to connect the pages of various subsidiaries (e.g., Microsoft’s Yammer, Ford’s credit division).

I looked at a number of LinkedIn Company Pages for large organizations, like Google, IBM, Microsoft, Waste Management, and the U.S. Department of State. Interestingly, although they had relatively large followings and used many of the advanced features of company pages, none of them provided frequent status updates. Curious…

Also interesting is the fact that many large public sector organizations, like the cities of New York and Chicago, still have anemic LinkedIn Company Pages. Granted, there are also pages for specific units like the fire and health departments, but none of these pages are linked.

Final Thoughts

I’ve been thinking about the value of LinkedIn Company Pages ever since a recent digital coaching session in which I advised a “single-shingle” professional that it probably wasn’t worth her time or effort to create and maintain one. After giving her that advice, I’m still trying to decide whether we should continue to have one. We get almost no return on it, but our additional investment at this point is minimal (less than a minute per day to share an update), so far now I’ll stick with it.

As always, I welcome your feedback. What questions has this piece raised for you? What would you add to, change, or delete from my assessments and recommendations?

09 Oct 16:12

Leveraging Innovation Platforms To Drive Change

by Jenn Lisak

Change is inevitable in today’s constantly evolving business world, where companies old and new remain hard-pressed to keep pace with new developments in their industries. However, the only changes that truly make sense for businesses are those that further corporate goals or add value for customers—more importantly, companies need to find their own way of creating this value.

Rather than following trends or mimicking the actions of competitors, companies need to focus on internal innovation to propel change in culture, products, and services. Here are four different ways enterprises can leverage innovation to encourage growth.

1. Communication and Dissemination

Incorporate values that further collaboration, problem solving, and innovation within the mission statement and work earnestly to promote these values across the organization.

2. Structure and Application

Have a system in place for the workforce to initiate ideas, which can be brought up for discussion. If agreed upon, then execute the desired change. New ideas that drive increased operational efficiency are more likely to come from the workforce more than anywhere else. A discussion with all stakeholders is still important to consider why a process is followed, even if there is an obviously better way of doing it. A pressing need for organizations that want to innovate is an innovation platform that facilitates free flow of information, ideas and discussions.

3. Process and Culture

Have a process in place to gather ideas throughout the entire organization. A big stumbling block for enterprises is often the workplace hierarchy, where higher level employees have more impact on innovation initiatives. While leadership roles are important, enterprises need to devise a way for innovation to be introduced in an unbiased way to the entire company.

4. From Ideation to Execution

Have a mechanism to translate ideas into action. Very often, there are plenty of ideas, but organizations stumble when it comes to turning these ideas into concrete, workable actions that can be effectively implemented. Hire people to be responsible for following through with these ideas, and support them as necessary. For instance, many geographically dispersed companies now have full-time corporate innovation champions, as well as part-time regional assistants, to manage process and facilitate innovation. This is in addition to hiring a dedicated Chief Innovation Officer.

Innovation management platforms that facilitate both idea sharing and collaboration allow people to elevate ideas, and help concepts actually reach the implementation stage. If you’re not harnessing the creative power of your entire network, you’re almost certainly missing out on what could be the next big breakthrough in your industry.

How do you facilitate innovation in your organization? Share your story in the comments below!

09 Oct 16:12

10 Ways To Build Links For Boring Clients

by Adrienne Erin

Coming up with ideas for engaging content and link building is easy when your clients deal in interesting goods and services. However, when it comes to a brand that is considered “boring,” at least as far as creative positioning is concerned, it’s much more difficult to break into the world of content marketing. For instance, it’s more than just a little bothersome creating eye-catching and engaging social content for an industrial parts manufacturer.

There are a few ways to deal with this problem, and if they are implemented properly they will really help your clients stand out. Wondering what some those methods are? Read on to discover ten ways that you can build links for boring clients.

1. Make Associations

Sadly, just like high school, if you want to be popular, you have to hang out with the popular crowd. When it comes to generating buzz and interest with your client’s content, the best thing to do is to participate in current trends. When you deliver something that already has value to consumers, you’re more likely to see an increase in exposure. Essentially, you’re riding the coattails of the trend, reaching out to a wider audience in the process.

Find a way to pair your boring client – or their products and services – with a popular trend or meme that has mass appeal. A great example of this is how Empire CAT, a construction equipment company, took part in the ALS Ice Bucket Challenge. You’ll notice that they used one of their own products – a CAT 770 Off-Highway Truck to be exact – to dump the water, while participating in an extremely popular event. By posting this content across several channels, including their social accounts, it generated interest in their brand. The best part is that it’s not boring content at all!

2. Participate in Contests and Events

Let’s say your “boring” client benefits from an elegant and sleek website design. You can take that aspect – the fact that they have an awesome website – and use it to your advantage. Submit the company’s URL to a website design award site, such as Awwwards. It will drive fresh traffic to their site, therefore opening up their brand to a much wider audience.

3. Find Relevant Brands to Link to Your Content

Unless your client’s company is brand new, there’s a pretty big chance someone somewhere has mentioned them on the internet. It may have been on a social network, a blog or even in a forum comment. You can reach out to these sources and see if they are willing to provide a more link to your client. There’s no harm done, since the contact in question has already mentioned your client’s brand. You can even use tools like Google Alerts or linkbird to discover and track new mentions as they happen.

Alternatively, this could apply to local community contacts that might be interested in linking to your client’s brand. Those contacts could include the local chamber of commerce, a paper or news provider, other businesses and more.

4. Write Testimonials

One of the best ways to create cross-chatter and produce natural links is to share the spotlight. By writing testimonials, reviews or even just promoting other brands in your own content, they will happily link back to it, in turn driving up interest in your client’s brand. This type of networking is an excellent way to not only grow your audience but also build valuable partnerships with other brands.

5. Relate Your Client’s Brand to a More Widely Accepted Subject

This will make it more interesting to the average consumer. Keep in mind, this is not the same as jumping on board with an already popular trend or topic. In this case, we’re just taking the content and making it more colorful to increase a client’s accessibility. To offer a great example, if you take a look at Katherman, Briggs & Greenberg personal injury law firm, you’ll see that they created an infographic about sports injuries. Personal injuries or injury lawyers are boring topics all by their lonesome, but by adding the information about sports injuries, the firm has made their content much more interesting, and it will appeal to a wider audience.

6. Find a Trades Media Community that Fits Your Client’s Brand

Even if your client offers super niche goods and services, there is a community somewhere that is willing to talk about it. It seems silly, but there are blogs and curated news sites for absolutely every topic under the sun. Trust me, if you can find communities dedicated to compound semiconductors or cabinet making, then you can find a trades media channel for your clients products and services as well. It’s just going to take some digging.

When you find a relevant media channel, do what you can to collaborate with them. Find out what it will take to get them writing reviews of your client’s products – or at the very least talking about new ones.

7. Discover a Story about Your Client’s Product

This strategy is especially useful for parts manufacturers. The goal here is to find the end result, as in where those parts or where that product ends up. For example, brands like Intel and Duracell use marketing techniques to show consumers where their products are used. By default, batteries and computer processors are pretty boring. However, when you learn that they are both used to power advanced medical equipment – which happens to be used daily in hospitals all across the world to save lives – well, let’s just say that’s infinitely more interesting.

The goal here is to create a story about your client’s goods that will resonate with an audience.

8. Piggyback on Current Events

This strategy works best in combination with social channels because of how streamlined social networks are. If you can cover a relevant news story by adding a fresh and clever twist, tying it back into your client or their products, other channels will gladly use it as a source.

For example, in David Merrman Scott’s book, Newsjacking, he reveals how the Wynn Resorts “newsjacked” a story about Paris Hilton being arrested. They covered the story for their customers with a small aside that Hilton would be barred from their properties. As a result, subsequent stories about the event that were covered by other channels discussed – and linked back to – Wynn Resorts. In the long run, it led to the brand gaining plenty of traffic and exposure.

9. Get Your Client Involved

This strategy is remarkably simple, but that doesn’t make it any less effective. To build links, you need to get your client more involved with the community. This can be anything from volunteering community service hours, helping or donating at charity benefits or just offering advice to local residents. If you really want to make an impact, you can document and film the activities and then share them on a company blog or social profile.

It’s also a great idea to create a campaign behind your client’s involvement. An example of this is Cisco’s “How Do You Give Back,” campaign. Audiences are encouraged to share how they give back to their local community, and for each comment, Cisco donates four meals to the UN World Food Programme (WFP).

10. Create Great Content

It seems a little ridiculous at first stating this as a strategy in a piece about creating engaging content. That said, one of the best ways to build links to your client is to deliver great content that people want to link to. A steady flow of interesting, informative and useful information will keep audiences visiting your client’s channels. It can be something as simple as providing imagery of your client’s products in the wild via a network like Instagram. Or, you can do something more advanced, like creating how-tos, tutorials and DIY guides for consumers.

In Short

If you’re stuck, or you’re having a hard time coming up with some ideas, take a look at your client’s competition. Better yet, poke around at other brands and look at their content for inspiration.

Let’s get this straight, even though we’re talking about link building – it relates directly to the content you are producing. If you do it right, there is no such thing as a “boring” client or product in the world of content marketing. It might take a little longer to come up with some great ideas, but it can be done and that’s the point.

Don’t confine yourself to just the strategies discussed here either. There are hundreds – if not thousands – of different ways to deliver engaging content and build up those links for your clients. All it takes is a little ingenuity and guile.

So, it’s time for you to spill – what creative campaigns have you put together for your “boring” clients? Share your successes in the comments below!

09 Oct 16:04

How CMOs Can Make Big Data Relevant to the Sales Team

by Glenn Gow

Author and Futurist John Naisbitt famously wrote, “We are drowning in information but starved for knowledge.” Mind you, that was in 1982— before we texted, tweeted, linked, liked, posted or pinned.  In fact, it was before most of us had ever heard of the Internet, in an era when “Big Data” might have referred to the 8 inch floppy disk drive that shipped with the newly released IBM PC 5150.

Fast forward to the present. It is hard to imagine that even Naisbitt himself could have imagined then the volume, variety and velocity of pure data that would be available to CMOs today through transaction records, web analytics, public records and a multitude of other sources. According to Wired magazine contributing editor Clive Thompson, social media alone currently accounts for “some 52 trillion words every day….the equivalent of 520 million books.”

You would think that with all of this information and transparency, it would be easier than ever for companies to understand and influence customers through technology marketing. So how can marketing departments leverage Big Data to help their organizations increase revenue?

Buyers Don’t Need You Anymore

By the time your sales reps have the opportunity to interface with potential buyers, those prospects have already traveled through a big part of the buyer’s journey. They have compared your offering to those of your competitors on the web, researched peer reviews and public articles and made their own conclusions without you. When they finally arrive at the point of purchase, they have often made up their minds and see your sales team merely as a means to accept their order. But a sales team that is properly armed (by your CMO and marketing department) can add value for those buyers and move them toward a sale with their solution.

Providing The Right Information to Sales

Most large companies do a decent job of tracking large amounts of structured data, such as information found in their CRM, marketing automation, data management, web analytics and content management systems.

If the marketing team is feeding information from these systems into a system being used by the sales team (usually the CRM system), then sales will have access to real-time data associated with either an individual, or an account.

If the marketing team hasn’t tackled this integration issue, then it may represent the lowest hanging fruit for the CMO to provide significant value.

Data is available from other sources that can prove extremely valuable to the sales team. It may be available from marketing intelligence systems like InsideView, or from social listening tools like Radian6. The good news is that most of these tools are integrated with leading CRM systems, so your job isn’t one of integration, but rather, one of education and change management to help sales become effective with these tools.

Example 1: Social Media Listening

Let’s say you are monitoring your buyer’s Twitter feed and have a best practice in place to share tweets with your sales reps. Your rep sees the tweet just as he is about to leave for a sales call with the buyer.

This particular buyer tweeted a question related to one of their current on-going business problems. As a result of his awareness of the tweet, the sales rep is able to bring answers directly related to the buyer’s business problem to the call, speeding up the sales cycle. Had he not received the tweet, that sales call would likely have been wasted probing for information, and the rep would have had to go back at a later date to address the business problem.

The most complex type of data is unstructured data that requires interpretation and summarization to make it useful.

Example 2: Marketing Intelligence

Let’s say you are tracking the trending patterns of the term “security.” One of the segments you sell to is health care, where the term “security” grows significantly faster than in other industries. Your marketing department not only reported this finding to the sales teams selling into health care, but went a step further to analyze what was causing this increased level of interest.

It turns out that certain regulations made their way through various governmental organizations that would make “security” more important in one of your focus areas. Your marketing team modified existing value propositions to create a greater emphasis on the “security” portion of their solution within health care.

The marketing team then delivered the value proposition, along with the business case driving the heightened level of concern within the healthcare industry to the sales teams. This enabled the sales teams to immediately demonstrate their relevance when communicating to their buyers in healthcare.

Here is where CMOs are in a position to make a huge impact on revenue. Armed with relevant and timely data insights, sales reps can engage with customers earlier in the buyer’s journey and be seen as trusted advisors with value to add, rather than merely order takers.

Begin With a Pilot

For corporations to effectively leverage Big Data to impact revenue, they need to take a fresh look at how their marketing and sales departments interact. Many organizations view marketing simply as a prospect pipeline and, let’s face it—a cost center. CMOs must take a lead role in shifting this perspective. One effective way to do this is to set up joint pilot programs wherein marketing provides Big Data-derived insights to sales and teaches them where and how to meet buyers early and often in the buyer’s journey armed with that awareness.

It’s useful in such a program to begin with a very narrow area of focus, allowing marketing to distill highly targeted insights from the data available and cherry pick sales reps with the greatest ability and willingness to become champions of the pilot program. By starting with such a narrow focus, results of the pilot can easily be evaluated against established metrics to demonstrate return on the internal investment needed to launch the program. It’s critical in such a program that CMOs get full buy in from the VP of Sales, so that reps remain invested and positive results are celebrated and rewarded when achieved.

The new world of Big Data calls for a new definition of the role of the CMO. No longer merely in charge of brand building and demand generation, marketing departments in the Big Data era have a crucial role to play in directly impacting sales by distilling useful knowledge from the torrent of information that customers now have access to. Those organizations that catch on the earliest are in a position to leapfrog their competitors.

What are some ways you are leveraging Big Data to help sales? Share some examples of your efforts and results in the comments below.

How CMOs Can Make Big Data Relevant to the Sales Team image How CMOs Can Make Big Data Relevant to the Sales Team2.jpg2

09 Oct 16:03

“You Can’t Handle The Truth!” Why Bad Reviews May Be Good Advice…

by Luke Metcalfe

These days, product reviews go a long way in determining buying habits. A study by Econsultancy, for example, revealed that 61% of UK customers now read online reviews before making a purchase decision. Be it boutique hotel or half-price bog brush, web-purchases are more informed than they used to be. Take the world of online retail: there often comes a time in a person’s life when a regular toothbrush just won’t cut it anymore. Tired of the same old regulation-style brushing? Ready to spice up your life irreversibly? Ladies and gentlemen, a five-speed function (LED) toothbrush is just a few mouse-clicks away.

Speaking from experience – a copywriting job spent breathing life into such a product can be both fun and infuriating in equal measure. Household items of every kind require a description. Luminous juggling balls? Deluxe goldfish bowl accessories? Tan-enhancing vitamins? Nothing escapes a one-paragraph description. The search-friendly description was then married with the correct image, categorised and uploaded onto the site. Weekly blogs were established to generate product-specific content. Email marketing campaigns encouraged repeat customers. So far, so normal. When reading customer reviews, however, alarm bells began to ring. Every score rating was perfect, with unrealistically gushing reviews to boot. The first few read something like below:

John, Herts: “The 5 speed LED toothbrush is an absolute knock out. Best buy ever. Would recommend!”

Fair enough. But this didn’t change. Over a hundred reviews in and still not one unhappy buyer.

PinkStarGuitar69: “Can’t believe I lived without these juggling balls for so long! Best buy ever. Would recommend!”

And on they went, with no sign of a negative review. This is both weird, and, quite frankly, disconcerting.

Rave Reviews

It may seem obvious – consumers inherently mistrust a retailer that tries to pull the wool over their eyes. Building their trust is essential. In the nitty-gritty of e-commerce, allowing customers to air their honest opinion of a product is vital to establishing this trust. Whether it’s the travel, food or FMCG industry – online buying habits are largely shaped by others’ experiences.

Customer reviews should be democratic. Publishing negative product reviews (as well as glowing ones) boosts transparency and encourages shoppers that they’re buying from a retailer that values their opinions. Indeed, consumers expect to see unfavourable reviews. Buyers tend to have faith in the quality of a product (perceptions only change when negative reviews constitute over 30%).

Complaints and Compliments

Customers will be able to distinguish between a dissatisfied customer and a blatant troll. Faith in online reviews is growing, too. A whopping 79% of shoppers now trust online reviews as much as personal recommendations (BrightLocal 2013 survey). Buyers should be entitled to their true experiences of a product and online shopping increasingly depends on this. Some companies may find a warts and all policy on reviews tough to accept. Once this decision is made however, it’s really a case of trusting the shopper.

As with managing comments on social media, being honest and open helps create a more fluid dynamic. Abraham Lincoln may not have experienced late-night impulse buys online, but his famous quote still applies to editing customer reviews: “You can fool all the people some of the time, and some of the people all of the time, but you cannot fool all the people all of the time. “ Trust your customers and they will trust you. With reviews, honesty is always the best policy.

09 Oct 16:02

Ramping Up the Top B-to-B Marketing Platforms – How to Improve Lead Gen, Referrals, Content and More

by Asad Haroon

In a recent article for Ad Age, Ruth Stephens offered her “top seven” list of b-to-b marketing channels. Topping the list was website lead generation. Stephens reviews the basic ways in which businesses typically use their websites for inbound lead gen, from offering a white paper or other download in exchange for contact information, to using IP address identification software to discover which company a visitor is from and then placing a sales call to that company.

How to ramp it up

These methods will undoubtedly give you some leads, but progressive profiling will take you several steps further by tracking the activity of visitors to your site to gain insights about their specific interests. Use this knowledge to inform your telemarketing and email nurturing campaigns.

Crank up your referral volume

Next on Stephens’ list are customer referrals. Asking for a referral, as she mentions, is a good habit to get into, but she also admits that rarely will referrals sustain a business by themselves, let alone help it to grow. In fact, if you follow the choice of one business owner I know, by eschewing advertising and solely rely on referrals, then you might as well retire.

Social proof is important when marketing to businesses. Encourage your customers to not only give you referrals, but also to like your Facebook page, follow you on Twitter and connect on LinkedIn. Your satisfied clients might also be willing to provide you with positive feedback that you can place on your website.

In search of content

Third on the list is search engine marketing, another staple of online marketing. This segment also touches on content marketing, which actually continues to be a high priority, especially for b-to-b marketers that need to educate potential buyers about why their business needs the product or service in question. Since buyers review an average of nine pieces of content during the research process, this proven marketing tool deserves its own spot on any list of marketing media.

Tradition and transition

Next up are three traditional marketing methods that have proven their value despite the online marketing revolution: telemarketing, direct mail and trade shows. Telemarketing garners the highest response rates of the three, although telemarketing campaigns cost more to implement than direct mail. Even these strategies can and should be integrated with your website, email and social media strategies to boost engagement.

Paying for leads gets a nod, along with a caveat: Be diligent about purchasing quality leads. The axiom “You get what you pay for” certainly applies here. That is the advantage of a pay-for-performance model; your results are easily quantified and you can plan your marketing budget by them.

What, no email?

The article mentions email at the end, not as part of the list, but only to state that “spam killed it as a cold prospecting medium,” although acknowledging it as “the perfect vehicle for lead qualification and nurturing, as well as for staying in touch with current customers.”

Does email lead generation really deserve to be snubbed because of spam? Examining the numbers, the mean unique open rate for U.S. email marketers last year was 20.2% and the median rate 17.1%, according to Silverpop’s 2014 Email Marketing Metrics Benchmark Study. This number covered results from a wide range of email marketers, those who apply minimal effort to their campaigns along with best-in-class marketers who employ current best practices and perform continual testing. The latter make up the the top quartile, which achieved a median open rate of 38.5%.

Email marketing has a 4,300% ROI according to the DMA, spam notwithstanding. Marketers can and should take measures to ensure that their emails don’t get caught by filters. But email remains among the top channels for lead generation, especially when used as part of an integrated marketing platform that incorporates telemarketing, content marketing, social media and pay-for-performance syndication.

Integration is key

When segmented and sent out into the world to bring back a profit on their own, none of these methods would draw the powerful response that can be had when two, three or all of these channels are integrated and used in a complementary fashion.

This article was originally published on the Advertising Age web site.

09 Oct 16:02

Guide to Creating Stellar B2B Value Props – And How to Get Sales to Use Them

by Patricia Mejia

For B2B marketers, developing a compelling and rock-solid value proposition can be time-consuming and challenging, sometimes even fraught with internal politics and entrenched attitudes that are difficult to overcome for even the most experienced. The more complex the product or solution, and more diverse the target audience, the harder the challenges become.

In many organizations, marketing either has virtually no voice at all in the value proposition creation process or is solely responsible for it. Neither is ideal. In the former, when marketing is brought in when the product or service is almost fully conceptualized and ready to launch, the value proposition created can be far too generic or can miss the mark altogether. In the latter, when marketing creates the value proposition and hands it off to the rest of the organization, the same outcome can result.

The reality is that the value proposition for your product or service is everyone’s responsibility. Each actor in the product or service development process, from business units, to IT, to customer service, to sales, must be thinking about and shaping the value proposition from day one. In fact, if that process isn’t happening in your organization, and you’re ready to launch, you should probably press pause, rewind, and back up to a point where you can get everyone aligned.

In the best-case scenario, marketing will lead the process or be intimately involved as a key stakeholder providing insight each step of the way. While they likely won’t know every technical detail – feeds, speeds and specifications – they can serve a critical role: to shape, validate and shepherd the process to a successful outcome.

So if we start with the premise that marketing is responsible for shepherding the value proposition creation process, not creating it from whole cloth, what role should marketing play?

Value Propositions in a Post-Funnel World

In their February 24 article for The Economist, The Funnel is Dead, Long Live the Customer Decision Journey, McKinsey & Company’s David Edelman and Francesco Banfi explain how digital has transformed the customer buying process. Where the traditional funnel used to rule is now an ongoing process of exploration, experimentation, purchase, validation and (if the stars align) advocacy. Their focus is B2C, but many of the same rules apply in B2B. B2B buyers bring the same expectations to their business and consumer purchase experiences.

In this new environment, marketing can play two important roles:

1)      To provide customer and competitor insight at the front-end throughout the product or service development process; and,

2)      To provide superior operational excellence at the back-end to ensure the value proposition is delivered consistently and effectively across the entire B2B customer journey.

Value propositions typically fall into one of the following 10 categories:

  • Performance — Does your product or service deliver a higher level of performance than its competitors? Be careful if you use this one since you’ll have to be able to justify this value prop with quantifiable, validated metrics. If you try to fake it until you make it, and your message will fall flat.
  • Customization — Does your product or service allow your buyers to experience a level of personalization that exceeds that of your competition?
  • Getting the Job Done — This sounds simple too, but for industries like software development, manufacturing and IT security, a verifiable track record of getting the job done can be incredibly compelling.
  • Design – Do you have a superior aesthetic from a technical or visual perspective? This point of differentiation is one of the most enjoyable to market because there are so many ways to bring it to life.
  • Brand/Status — One of the most difficult points of differentiation because it is both expensive to market and almost equally as ephemeral depending on your product or service.
  • Price — While many marketers vehemently resist using price as a point of differentiation, price can be a very effective point of persuasion. If the angle is low price, it can be difficult to sustain over time. High price points can help differentiate and be an effective element of a value proposition, but that high price makes a promise to your buyer. If not delivered on, your buyer can quickly become dissatisfied.
  • Cost Reduction — We need only look at what Amazon Web Services has achieved in the hosting market over the last eight to ten years to understand the power of cost reduction as a value proposition. This value prop needs to be supported by a rock solid service delivery record in order to be sustainable over time.
  • Risk Reduction – Think about the last time you saw an Aflac commercial. This is a business built entirely on their customers’ perception of their personal health and wellness. I carried Aflac policies for many years without ever filing a claim. Eventually I started looking at the cost-benefit and figured I’d make out better shouldering the risk on my own.
  • Accessibility — Here’s a great value proposition that will really attract and retain your customers if it’s marketed correctly. You need only look to Salesforce.com for an incredibly compelling proof point: “Salesforce (NYSE:CRM) is the worldwide leader in CRM software, with 16.1% market share. Salesforce grew 30.3% from 2012, when the company attained revenues of $2.52B, outdistancing SAP SAP’s12.7% growth, Microsoft Microsoft’s 22.8% and IBM IBM’s 22% yearly growth.”
  • Convenience/Usability — It can be tricky to build a value proposition on convenience and usability alone. For the past few years, we’ve used a point solution for marketing automation. It’s inexpensive, relatively easy to use and works OK. The only problem is when there’s a problem. Customer support for system issues is very limited and non-responsive. Open tickets take days and sometimes weeks to close. The lesson here is that highly accessible, poor service is still poor service after all.

 First, Decide What You’re Not Going to Do or Be

If you’re creating a value proposition for a new product service (or even if you’re repositioning your product to serve new target audiences or industries), once you’ve defined the business goals, the most logical place to start is by deciding what the product will NOT be or do. It’s a bit counter-intuitive and typically the hardest part of the exercise. Here’s why: by deciding what your product will not do or be, you will also be cutting off potential avenues and opportunities for revenue, most likely in the near-term. Now more than ever, the pressure to deliver near-term results can be overwhelming and can convince even the most enlightened marketers to make short-term revenue decisions that can ultimately jeopardize long-term success.

By focusing on a differentiated message in one of these categories you will have taken the first step to clarity. With clarity around your value prop you can achieve consistency. With consistency comes trust and believability in the hearts and minds of your customers. All these elements put together create a compelling value proposition.

Bringing it Home – A Hypothetical Case Study of Value Proposition Creation

The following is a super simple case study of value proposition creation:

Product A allows marketers to manage their entire catalog of marketing content through a mobile app and website. Our target buyer is a marketing leader aged 35-45 who values time as their most precious commodity. This individual is under constant pressure to create new marketing assets that can be customized to meet sales leadership’s needs. That means that they believe their existing marketing assets should be managed proactively and that their first inclination when asked to create something new is to look at what they already have.

Product A helps marketers know which marketing assets they have, how long they have had them and which assets are used most often versus the ones that get created and put on the shelf. What’s more, they can use Product A to assemble a marketing slick on the fly, whether they’re at their desk, at a coffee shop or on the beach.

Customers love the product because it assures them that they are not only saving time and being responsible with their marketing assets, but also because it allows them to create unique, customized marketing collateral for every need without investing an inordinate amount of staff time.

Based on the hypothetical description provided above, we could likely choose any of the ten categories of value proposition creation. We could make a case for cost reduction as the product maximizes efficiency and re-use of assets. We could argue for customization as the core value proposition because the product makes it so easy to deliver personalized sales presentations for the sales team. We could even go so far as to argue risk reduction as the core value proposition given the level of control Product A provides marketers when creating and managing marketing assets.

Because time is more valuable than money for buyers of Product A, then in this case we’ll select convenience and usability as the core value proposition for the product. Every element of the branding and marketing plan will indicate the value of immediacy, action and responsiveness. Based on this decision, we’ve decided to name the Product Swift. Every element of the marketing plan should therefore reinforce this value proposition. From logo selection, to website design and usability, to the selection of media and advertising, will reinforce the Swift brand promise.

3 Steps to Get Sales On Board

Time and again, particularly in B2B organizations, we see a significant gap between sales and the rest of the organization. Sales leaders tend to find marketing-driven value propositions too generic. Sales has their own view of the value proposition that is going to resonate with their customers and that view may be tangential or completely different than marketing’s view. While the risk is that this ongoing conflict between sales and marketing will breed confusion, it’s a healthy conflict that should be encouraged. Assuming that this conflict exists in your organization, your real challenge becomes how to involve sales leadership in the value proposition creation process in a consistent way from start to finish.

The best sales professionals are smart, impatient and only care about the facts. They need to be led to the solution, not fed. What does leading look like?

  1. Do your homework and gather the data. Be ready to share insights on the competitive landscape such as pricing, positioning, key players and influencers. Make sure you have this information in a format that is easy for the sales team to access and refer to. Weave in third-party validation and any primary or secondary research you can gather about your buyers’ needs.
  2. Be patient and invest as much time as necessary. Face time is very helpful, if that’s physically possible for you. Appeal to your sales team’s extroverted nature and give them an opportunity to say what they think. If it’s not possible to meet with your sales leaders face-to-face, use tools like video streaming and interactive white boards. If you’re engaging your sales team in a large meeting format, never underestimate the importance of the pre- and post-meeting side conversations to socialize your ideas.
  3. Keep it short and concise. Make sure the data is available in just a few clicks – no more than three is a good rule of thumb! Invest time in design and copywriting talent to ensure that your message is both visually appealing with concise messaging.

The goal of course is to give your sales leaders sufficient information and time to understand, internalize and transform the content into their own language. With these inputs, you’ll achieve consistency and alignment when you’re ready to execute.

09 Oct 16:02

Pricing and Human Behavior Modification

by Dale Furtwengler

A recent study cited in The Australian suggests that charging fees for road usage would not only improve traffic flow, it would improve labor productivity.  This raises a couple of questions:

  • Is pricing an effective tool for modifying human behavior?
  • If so, should it be a part of public policy?

Decades ago, Alfred Kahn, noted economist, said that basing landing fees on the size of the aircraft led to an inefficient use of runways at major airports.  He believed that lower fees for recreational aircraft created inefficiencies and delays suffered by airlines and their customers.

When viewed from the standpoint of the control tower, strain on air traffic controllers as well as other support personnel, his point was well made.  Wear and tear on the runway itself is another matter, but, I suspect, a much smaller cost than the labor component.

Professor Kahn’s position was that if the landing fees paid by small aircraft were comparable to those paid by commercial carriers, the smaller aircraft would opt for local airports more suited to their needs and, in the process, alleviate some of the strain on major airport facilities.

Pricing and Human Behavior

That brings us to our first question, is pricing an effective tool for modifying human behavior?  The short answer is ‘Yes.’  As prices go up, people evaluate the value they’re getting against the value of alternatives available to them.

Similarly, studies done by social psychologists show that positioning your highest priced offering  first yields higher average ticket prices even when buyers don’t choose your highest priced item.  Why?  Two reasons:

  1. Buyers are concerned that the lowest-priced alternative lacks the quality, service, dependability or a myriad other features they desire.
  2. As buyers, once we see the ideal, we hate giving things up.  So when the salesperson says “This will fit your budget, what you’re giving up is…”  It forces buyers to consciously evaluate what is important to them.

Pricing is what allows us, as sellers, to quickly discern what customers value and what is unimportant to them.

Public Policy

Should pricing be used as a part of public policy?  Before I answer that question, let’s take another look at the road use question posed in the Australian study. 

A few years ago I saw a report that stated that adding more lanes to existing highways does NOT lessen traffic congestion.  Why?  Because people using public transportation mistakenly believed that they could shorten their commute by driving.  Their reentry onto the highways fills the lanes added and, at best, has zero effect on traffic congestion.

Highway/road usage has dropped since gasoline prices have been allowed to rise in recent years.  Another solid indication that pricing does alter human behavior.

If we’re truly interested in efficient energy use, in reducing the stress on our aging highway systems, in lightening the burden of maintenance costs for bridges and highways for future generations, then pricing is one tool that can and should be used to accomplish those goals.

Having said that I don’t believe that allowing politicians to set prices is the answer.  As we’ve seen all too often in recent years, personal agendas and moneyed interest groups hold too great a sway over politicians to turn the reins of pricing over to them.  So while I applaud the thought process behind the Australian study, I find it difficult to support public policy directed pricing.

If you need further evidence of the folly of ‘government-directed’ pricing, you need look no further than recent subprime debacle in which the Federal Reserve kept interest rates artificially low to enable a greater percentage of the populous to become homeowners – whether they could afford it or not.

While the marketplace is far from perfect, it is typically yields better results than central planning – just a thought for our friends down under.

09 Oct 16:02

How To Create The Perfect Sales Playbook

by Carrie Morgan

The Sales PlaybookHow To Create The Perfect Sales Playbook image The Sales Way Sales Enablement Blog 300x1994.jpg4

You need to get your product or service out to customers quickly, but don’t have time to train all of your sales force individually.  Or maybe you are spending time training the sales teams, but find that two weeks after their training session, they can’t remember the key points about your new product.

Every company wants their sales teams to evangelise about a product with the same knowledge, enthusiasm and credibility as the Product Managers, or even the CEO.  But the reality is often very different, and sales conversations get stuck at a low level, very quickly – discussing price, features and contracts.

Sales playbooks are a great way of making all of your company and product information accessible to your entire sales teams and employees; with minimal cost, time and training.

Here we are going to look at how to create the perfect playbook.

Define the objective of the playbook.

What is this playbook aiming to do?  Of course you are trying to train the sales teams in how to effectively position the product with clients, but what is it exactly that you are expecting to gain from having this playbook?  What has made you decide to create a playbook in the first place?  It may be that you want your sales teams to have more strategic conversations rather than talking about product features.  Or it may be that you want your salespeople to talk to executives higher up the ladder within customers.

Having an understanding before you start building your playbook will ensure that you position the playbook at the correct level, with the correct language and the most appropriate content.  The aim of the playbook is to drive consistency in your messaging to customers so if you get it wrong at the playbook stage then you will drive incorrect messaging down through your organisations.

Get internal support for your playbook.

It’s likely that the creation of the sales playbook will require monetary resources, production resources, or staff time resources to complete it, so it’s imperative that you gain internal support for your playbook early on.  If all the managers across different departments support it, then it will mean your sales teams will take it more seriously and it will become a vital company document.

If you’re lacking in any facts or statistics about why better sales enablement and customer conversations are so important, then take a look at our infographic about “Why we need sales enablement”.  For instance, in a survey to buyers by Forrester, only 22% of buyers found that salespeople could understand their issues and challenges and see how they could help, or how their solution could solve those problems.  This is sales 101; being able to understand the customer’s challenge and then position how your product/service helps them to reach a resolution.

Get inside the customer’s mind….And never leave it.

Don’t start with your product.  Your product is secondary.  Your customer is first.  Think about what they will be thinking as they are coming into work – maybe there has been a blip in the market overnight, has their share price been falling gradually over the past year, or maybe they are looking to acquire a new business soon to expand into an emerging market.  Find out what is troubling and exciting your client’s organisation; look at their annual reports and financial statements for a start.  Corporate Visions have a great article about how to have better executive client conversations by reviewing your customers annual reports – and what to look out for.

Look at the news and recent press for your client; what are they doing?  All of these angles should be built into your playbook.  You obviously can’t include each individual prospective client’s issues in one general playbook, but you can look at what overall issues are troubling your clients; what do you find they are most concerned with?

Or maybe you could tailor your sales playbook to focus on a specific sector that can help to narrow down and specialise in the customer challenges that you focus on.

Once you have your challenges, you then have to map out ways that your solution helps address those challenges.  It may be that you find new uses for your product that you weren’t aware of before.  For example, you may realise that your product to produce better quality office stationary actually means that your customer is more consistent with their branding due to having to order the stationary from the same company each time.  Show this to your customer, and explain the benefits and business outcomes that your client could expect from being more consistent in their branding and marketing.

Think about your typical customer conversations

Your sales teams will be using your sales playbooks to trigger, support and enhance the quality of your customer conversations, so you need to include all the important information that you want your salespeople to get across to clients in a meeting or call.

Think about including ways to get the conversation started; what are common triggers that motivate customers to consider a solution such as yours?

Include helpful hints and tricks to help your teams overcome common objections raised by customers so that they can respond effectively under pressure.  Poll your teams for insight into objections that they regularly encounter – the more reflective the playbook is of real life sales scenarios – the more effective and useful it will be when your sales person faces customer concern.

Get input from your sales teams.

All too often, sales playbooks are produced by the product development teams, or by marketing alone.  For a valuable playbook to be developed, you will need to consult with your sales teams.  You need to find out how the position their messaging with clients, what is particularly successful and what has worked before in customer scenarios.  It’s crucial to get input from all of the major departments across your organisation, but the main objective of the playbook is to make all sales employees as effective as your best salesperson.  So recruit your best salesperson to help build the playbook contents.

Update, update, update.

Don’t let your sales playbooks stagnate – they need to be updated regularly; with case studies from new clients, new market challenges and new perspectives on how your product is being used by customers.  If sales teams recognise that the company is investing time in updating the content regularly, the playbooks will be perceived as a credible, up to date source of valuable information.  Be sure to add in new objections as they arise and as competitors become more sophisticated in competing against your solution.

Also, collect feedback from sales teams, product teams, the finance department, and marketing – to get their insights, criticism, recommendations and suggestions to continually improve your sales playbooks.

Hopefully that’s given a useful initial overview of how to go about building a successful playbook for your company’s products.

Article originally published on The Sales Way blog at: http://www.thesalesway.com/create-perfect-sales-playbook/

Image “Books HD” courtesy of Abhi SharmaCC

09 Oct 15:58

How Much Of Your Marketing Strategy Do You Dedicate To Content Amplification?

by Ivan Serrano

With the content world all abuzz about different content amplification strategies, our guest contributor and tech writer Ivan Serrano discusses how to rise above in this highly competitive scene.

You’ve probably heard people recite “content is king” over and over again that the phrase is embedded into your brain. Even Google has touted the importance of good content over link building. In fact, 90% of B2B marketers already use content marketing as part of their strategy. Interestingly, only 20-30% of the marketing budget goes to actual content creation while 70-80% goes to amplification. Why is that? Although good content is important, competition is fierce. In 24 hours there are four million shares on Facebook, 144.8 million emails sent, 45 million photos uploaded to Flickr and Instagram and 499,860 entries posted on WordPress.

If you haven’t guessed it already, it now takes more than just good content to stand out from the crowd. Sharing also shouldn’t be the end-all be-all of your marketing campaign, unless your entire business is content. What most companies really expect from content amplification is what happens after the share – whether that’s links, leads, sales or increased brand awareness. So how do you create a successful amplification strategy?

Set your goals

Too often companies think that they only need to churn out content for the sake of having something new to post on social networks. But content that doesn’t have matching tones or structure will only confuse your audience. So before you even start typing up that post or posting that image, ask yourself what you want to achieve. Do you want to increase your sales or build links? Once you have a clear purpose in mind, you will find it much easier to create cohesive content.

Find your audience

Content without an audience is effectively useless. If you want to reach your goals, you need to create a profile for your target demographic. Where do they get their information? Who do they respect and admire? How do they prefer to consume content? If you understand your audience, you will be able to craft content that promotes engagement and, at the end of the day, helps achieve your end goal.

If you already have an audience, remarketing via Google Adwords can help boost your conversions by up to 400% as it connects to your target audience most likely to convert.

Have a strategy

Shareable, viral content doesn’t “just happen”. It requires a lot of time and thought to find the perfect intersection between user, channel and content. In order to increase your brand awareness you will need to come up with different strategies to amplify your content. This can mean that you spend money on paid promotions on Facebook, Twitter or other social networks. Not only is it incredibly affordable, many of these networks allow you to segment your ad so that it reaches your exact demographic. These paid promotions are also highly effective . In fact, 77% of Facebook pages found their audience through promoted posts.

Also, remember that you need an individual strategy for each platform you use. Users on your site might not mind reading a post loaded with information, but users on Twitter are looking for short, easy to digest information. Find creative ways to use the information from your primary resource into smaller pieces of content for other sites.

Benefits of content amplification

If executed properly, you can increase the size of your audience, improve engagement and ultimately increase brand recognition. So, before you hit that publish button, ask yourself: Does my content actually serve a purpose and an audience?

How Much Of Your Marketing Strategy Do You Dedicate To Content Amplification? image Content Marketing Workshop 300x127

09 Oct 15:58

LeadGenius grabs $6M because hiring an actual sales team is so last season

by Kia Kokalitcheva
LeadGenius grabs $6M because hiring an actual sales team is so last season

Why hire a sales team when you can just outsource it to a young startup that specializes in sales?

Yes, the latter might be a better choice for some of you, so meet LeadGenius (formerly, MobileWorks), an “end-to-end sales-acceleration solution” … that take care of it all. The company announced today that it has raised $6 million for its first round of institutional funding.

LeadGenius has a small army of sales lead specialists armed with fancy tools to find customers, populate your CRM, qualify your leads, and even reach out to leads with customized pitches. All you have to do is own a CRM system, so you can access the work your mini-sales team is doing for you.

Now this does come with a price tag: from $1,999 per month for up to 700 leads to $6,999 per month for up to 2,000 leads.

Alternatively, you could go the old-fashioned way and just purchase predictive lead-scoring software such as 6Sense, Fliptop, Infer, Lattice, Leadspace, Mintigo, Salesfusion, and many others. Or you can get help from some more general outsourcing places such as hiring folks from Elance, oDesk, or Clickworker, for example.

Sierra Ventures led the round, with Initialized Capital (Alexis Ohanian, Garry Tan, and Aaron Harris of Y Combinator), Kapor Capital, Fuel Capital, FundersClub, Scott Banister, and existing investors Sam Altman, 500Startups, Scrum Ventures, CRCM, and Bee Partners also chipping in.

LeadGenius was founded in 2011 by David Rolnitzky, Prayag Narula, Philipp Gutheim, and Anand Kulkarni and is based in Berkeley, Calif. The company previously raised $2.2 million in seed funding in October 2013. The company also participated in Y Combinator’s Summer 2011 class.



Leadgenius is a crowdsourcing platform for businesses and developers that is more accurate, faster and easier to use than existing solutions. Whether doing complex web research, tagging images or converting physical paper documents int... read more »








09 Oct 15:57

How To Engage Employees In Social Media Marketing: 5 Data-Driven Steps

by David Hassell

You don’t need to ask IT whether your coworkers are on social media during the workday. It’s like asking if they are breathing.

And that can be a great thing. Studies have shown that employees can post, tweet, and pin and still perform at peak levels—maybe even more productively than their less plugged-in counterparts.

Instead of instilling policies to try to prevent team members from using social media at work, more and more companies are incorporating their employees’ social media enthusiasm into their marketing.

When your team is on social media all day anyway, it’s only a short step to engage employees in social media marketing and create new social media ambassadors for your company.

How To Engage Employees In Social Media Marketing: 5 Data Driven Steps image engage employees in social media 600x300

The data behind engaging your team with social media

Many companies have a community manager and content team, but there are plenty of benefits to going further and empowering the whole team to spread the word via social media—namely, more engaged employees reaching a larger network to share your culture and news.

Here’s a look at some of the data:

  • According to Gallup’s 2013 State of the Global Workplace survey, just 13 percent of worldwide employees say they are engaged at work.

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  • The same study discovered that 50% of employees are posting messages, pictures or videos in social media about their work, and a third of them are doing so without any encouragement from their employer.

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With just a bit of guidance, brands can expand their social media reach as well as their employees’ happiness by involving them in social media strategy.

The 5 steps that transformed 15Five’s social strategy

15Five shifted its social media strategy several months ago to leverage the entire team. As a result, there has been a dramatic increase of traffic to the homepage and blog as well as an increase in leads.

Here are the 5 simple steps that 15Five put in place that any company can replicate:

1. Develop a persona

With thousands of diverse customers and followers on social media, how do we know who we are talking to: managers, directors, executives, or front-line employees?

With marketing and customer success taking the lead, we held an all-hands brainstorm session to develop a target persona.

15Five sketched out a real person including details such as what he does for work, how he enjoys downtime, even what kind of car he drives and what he eats for breakfast. We shared this with the entire team so they know who they’re trying to reach on social channels.

How To Engage Employees In Social Media Marketing: 5 Data Driven Steps image Screen Shot 2013 10 02 at 4.26.25 PM 600x463An example of a persona sketch

2. Create a social media repository

While employees can of course post our company’s content to their own social networks, we also want them to feel free to contribute their ideas and thoughts for posts on our company pages.

15Five created a “Social Media Content” board on Trello and encouraged employees to drop in interesting files, images, memes, questions, and links. This allows the social media manager to pull from a rich, diverse repository of content.

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3. Resources and encouragement trump rules and regulations

When 15Five first brought up the Trello board of social media content to the team, the question was casual so as not to overwhelm them: “Don’t go out of your way searching for images or articles. As you discover things of interest, just drop the file or link in the appropriate place in the Trello board. And feel free to snap a pic of team outings.”

15Five didn’t want to transform something fun into just another task on their to-do lists by instituting policy, so employees knew that the practice was appreciated and they were encouraged to keep comments and posts truthful and positive.

This lines up with the tactics most brands are using to encourage social media activism in their employees:

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Empower employees to be themselves

As your employees promote your company, values, and culture on their own social media accounts, make sure they are empowered to maintain their individual, unique voices. Genuine posts are more important than marketing language. Just encourage them to be honest and portray the company in a positive light as they add their own spin to a post or topic.

How To Engage Employees In Social Media Marketing: 5 Data Driven Steps image Screen Shot 2014 09 09 at 8.43.45 PM 600x312

Export your culture as well as your product

A strong culture translates through social channels and raises brand perception across the board. Employees might share images of the company picnic, the latest happy hour, and other fun outings just like they do in their personal lives.

How To Engage Employees In Social Media Marketing: 5 Data Driven Steps image Screen Shot 2014 09 09 at 8.45.46 PM 550x600

4. Maintain a consistent voice

Once your content is in a central location, your brand ambassador or content manager can post it, optimizing to encourage conversation and click-throughs. (Your community manager might do a final review to keep the voice consistent and on-brand.)

How To Engage Employees In Social Media Marketing: 5 Data Driven Steps image Screen Shot 2014 09 16 at 12.33.11 PM 600x363

5. Share social media stats so team members can see their impact

When team members can see that an article they found or a comment they wrote increased site traffic or sales, they will feel pride in their contributions and will be more likely to continue to share.

Using Buffer allows you to schedule posts on Facebook, Twitter, Google+, and LinkedIn, and Buffer converts all links to buff.ly format so that it’s easy to analyze their performance.

The data to allows you to understand which posts resonate with your audience on each social media platform. It also increases performance of posts by looking at what time of day and which days of the week have a greater impact.

How To Engage Employees In Social Media Marketing: 5 Data Driven Steps image social media analytics 600x249

Google Analytics is also fantastic for seeing the impact of social referrals on generating leads:

How To Engage Employees In Social Media Marketing: 5 Data Driven Steps image google analytics 600x347

Conclusion

Savvy employees are reading about your vertical, your competitors, and trends in the industry. They know which articles and blog posts are most relevant to your brand. Your employees are well versed in your marketing language and product positioning.

It just takes a little nudge to get them to share—and a little encouragement could make a big difference. Employees with socially-encouraging employers are significantly more likely to help boost sales than employees whose employers aren’t socially encouraging (72% vs. 48%, respectively).

How To Engage Employees In Social Media Marketing: 5 Data Driven Steps image Screen Shot 2014 10 06 at 12.46.30 PM

Leverage your employees’ desire to share their lives—including their work–on social media. Once you put a system in place, your social media presence will grow rapidly.

How do you engage employees in social media marketing? Tell me about it in the comments!

09 Oct 15:53

6 Tips to Ensure Sales Opportunities Don’t Slip Through the Cracks

by Ray Stoeckicht

If you’re not a salesperson by nature, you as the owner of your small business may be missing some great opportunities to sell. But with the right tools and processes in place, you can snag more sales with minimal effort. Here’s how.6 Tips to Ensure Sales Opportunities Dont Slip Through the Cracks image 235 2706568 300x199

Tip 1: Own Your Analytics

Even if you don’t consider yourself technical, you need to learn how to read important data, like your website analytics. While you can go much more in-depth, simply paying attention to two or three components can give you ample information about which products visitors are most interested in, which pages people are exiting on before completing a sale, and where your web traffic is coming from.

Understanding all of this can help you craft more targeted marketing messages, promote the right products, eliminate barriers to closing an online sale, and direct your marketing in the right space.

Tip 2: Stay on Top of Client Relationships

The better connected you are with existing clients, the more repeat business you’ll see. That’s where customer relationship management software comes in so handy. You have all the information about a client you need in one place, including access to their social profiles, past purchases, emails, and notes from conversations.

Being good at selling is about anticipating your customers’ needs before they do. If you listen to what they say on social, what they do online, and what they don’t say in a conversation, you can offer products or solutions to their problems before they start looking elsewhere.

Tip 3: Have Multiple Lead Generators

You have different types of clients, so why would you have a single lead generation tool? Let’s say you have three types of clients to simplify the example. You could create a free whitepaper download for Group 1, a special discount offer for Group 2, and a free consultation for Group 3. Each requires leads to enter their email address to get the offer. Now you’ve got three segmented groups, and can send targeted automated emails to each.

Not lumping them into one generic group gives you a better ROI and conversion rate, since you can tailor the offer to what each really wants.

Tip 4: Track Opportunities

You’re juggling a lot of balls in the air at any given moment, so it’s understandable that you might drop one from time to time. That’s where having processes in place to track sales opportunities is a huge help. You can set up your process to notify you at different intervals, or even send automated emails to move a lead toward a purchase.

You can also use this data to determine if there’s a common theme with lost sales. Maybe you have many people who sign up for your free whitepaper. They open 5 out of 7 of the automated emails, then suddenly unsubscribe. What gives? You might look at that fifth email and see it’s got way too much copy. Clean it up, give it a call to action, and see if those numbers change.

Tip 5: Expand Your Sales Team

If you’re trying to take on sales in addition to running your company, you might simply need to admit that you can’t do it all well. Hire a part-time or independent salesperson to head up sales. If they’re experienced, they’ll be able to do a better job than you could anyway.

Give them access to any tools and software that will make their work easier. They may even be able to make recommendations on what your company could use from their past experience.

Tip 6: Pair Up Sales and Marketing

Sales and marketing should go together like peanut butter and jelly, but so many companies don’t remember to foster communication between the two. If Marketing has a promotion planned, Sales can support that effort by pumping up that promotion. And if Sales has a particular campaign going on, Marketing can amplify it via social media.

Don’t let one more sale slip through the cracks. Own the sales process and get help where you need it.

Image: PhotoSpin

09 Oct 15:52

Why BANT Stopped Working

by S. Anthony Iannarino

Why BANT Stopped Working is a post from: The Sales Blog | S. Anthony Iannarino

For decades BANT has served as a pretty good framework for qualifying opportunities. But it’s no longer the useful tool it once was.

BUDGET

Unless your dream client is already purchasing what you sell, they aren’t likely to have budget set aside for what you sell. This doesn’t mean they don’t have the money. It also doesn’t mean that they won’t spend the money.

The companies you are calling on have the money they need for anything they believe is a priority. If it’s tied to their strategic objectives, they’ll find the money.

How do you show your dream client that what you sell is what they need to achieve their goals and objectives?

AUTHORITY

The idea of authority was used to help salespeople find the one person they need with the formal authority to bind their organization to a deal. This was useful before companies started buying on consensus. Now, there is no decision-maker. Instead, there are decision-makers. I’ve personally sat in a room with 14 stakeholders, all of whom could say no to a deal individually, none who could or would say yes individually.

This doesn’t mean that you don’t need executive sponsorship. You do. You also need consensus.

How do you find the stakeholders you need to build the consensus necessary so that the one person with the formal authority is willing to bind their organization to a contract?

NEED

I’d love to tell you that your dream clients are desperately waiting for you to call on them. It would be wonderful if your dream client’s business would cease existing tomorrow without you and your solution. But your dream client will still exist tomorrow, with or without your solution.

Many of your dream clients aren’t dissatisfied enough to change. This is why ideas like The Challenger Sale and Insight Selling are so sexy; they help you develop a need where none exists. Unless your dream client already buys what you sell, you need to create and develop the need.

This is why you don’t like your leads. You now do the work of “need generation.”

TIME

You aren’t likely to find time as a factor. Your dream client can change today, but tomorrow works too. So does next quarter. Sure they’re leaving money on the table, but they’ve lived with their problems for so long they trust them more than they trust your solution. Your solution means change.

Unless you tie what you sell to your dream client’s strategic objective, and unless your value proposition is compelling because the strategic goal is already compelling. The more you can prove that change is necessary and that sooner is better than later, the more urgency you create.

09 Oct 15:46

The 5 levels of lead qualification

by bob@inflexion-point.com (Bob Apollo)

Sirius Decisions recently published some very interesting research into the subject of when marketing-generated “leads” are regarded as being “sales ready”. The results surprised me, and I suspect that they might surprise you, as well...

Funnel_250wThere is, of course, no one right answer that covers all extremes from a simple transactional sell to a considered purchase that spans an extended period of time, involves multiple stakeholders and may still result in a decision to do nothing.

Sirius identified 5 increasingly rigorous levels of qualification, and measured the percentage of leads that were regarded as qualified at each stage. Given that most organisations seem to act in a somewhat consistent manner, the best way of interpreting the percentages is “what percentage of organisations typically regard a lead as sales-ready at each stage?”

To be clear, I am defining “sales-ready” to mean that the lead is ready to be passed to the sales person that will ultimately be responsible for pursuing the opportunity and closing the sale. I’m not including intermediate inside sales resources in this category.

Here are the 5 levels, and the associated percentages:

1: any contact is a lead

The problem, of course, is that “leads” with this minimal level of information are completely unqualified, other than they appear to have the marketing equivalent of a pulse (but even that is often open to debate).

Here’s the scary thing: according to the research, a worrying 28% of leads are simply handed over to sales at this stage without any attempt at even the most basic level of qualification. I’m struggling to think of any scenarios where this is a good use of everybody’s time.

2: the contact is an appropriate person in an appropriate organisation

Now we’re getting somewhere! To get to this stage, we need to at least know the contact’s title or role and what organisation they are part of. Even if they haven’t shared all of this with us, a little LinkedIn research can usually reveal this.

25% leads are handed over at this point. Of course, making the judgement requires that sales and marketing have already agreed and documented what an ideal prospect looks like - here’s how to go about this.

3: as above, plus a need has been acknowledged

At this point, we’ve not only assessed that the contact is at the right level in the right organisation, but they have also acknowledged a need that we know that we are in a good position to solve.

It’s sometimes possible to infer this on the basis of information the contact has shared via a web form, but on most cases this will have required some form of interactive conversation with the prospect. 25% of leads fall into this middle tier.

4: as above, plus requirements have been defined

By this stage, a prospect is probably deep into their buying journey. If the requirements have already been pre-defined without our involvement (for example in the form of an incoming and unanticipated RFP), chances are someone else has influenced the requirements.

Unless we can persuade them to rethink their requirements, our chances of winning are pretty low. And yet despite this, 10% of leads are held back from sales until the prospect’s requirements are already clear.

5: as above, plus the opportunity is fully BANT qualified

BANT, in case you’ve been on another planet, stands for Budget, Authority, Need and Timeframe. Some organisations used to regard it as the gold standard for lead qualification. But for all sorts of reasons, holding leads back from sales until all these boxes have been ticked is a truly bad idea.

And yet the last 10% of leads are only passed to sales once they are fully BANT qualified. You can learn about my views on this approach here. Suffice it to say that this strategy has so many flaws that you could write a book about it (and I may well do).

Lead management best practice for complex sales

I’ve acknowledged that the stage at which a lead can be regarded as “sales ready” will vary from one environment to the next, but I believe that a number of observations can be made about a typical high-value complex sale:

First, defining leads as “sales ready” at level one strikes me as being wasteful at best and perverse at worst. There’s no excuse for not at least asking a handful of qualifying questions or doing some basic LinkedIn research. If you’re employing highly-paid, field-based sales people this probably isn’t the best use of their time, and it’s why so many organisations have successfully invested in telephone-based lead qualification resources.

Depending on the value of the opportunity, and the complexity of the factors involved in qualification, it may start to become productive to define leads as “sales ready” when they reach level 2 or 3.

Waiting until requirements have been defined (level 4) is often too late, but may be effective if your intermediate sales resource is skilled, competent and confident enough to pro-actively shape the prospect’s requirements rather than just documenting them.

Finally, and at the risk of repeating myself, waiting for evidence of full BANT qualification before handing a lead over to sales might work if all you need to do is close - but if that’s the case, you’re probably better getting your advice from Alec Baldwin.

Organising to win

Which leaves, of course, the question of how sales and marketing teams should organise to maximise their changes of attracting, engaging, qualifying and converting more of the right sort of customers.

In high value complex B2B sales, unless you’ve got an absolutely tiny sales organisation (and have no ambition to grow it), it’s hard to argue against implementing some form of intermediate phone-based qualification resources - and in fact there’s a strong case for further specialising into inbound and outbound focused resources.

In addition to qualifying inbound enquiries and proactively reaching our to people that match your ideal prospect profile, you can often benefit from using their spare cycle time to improve the quality of your prospecting database.

In conclusion

Have you clearly defined the stage at which marketing-generated leads are passed to the ultimate sales person - and clarified the intermediate handoffs? And have you clearly defined what activity and feedback you expect from sales as a result? If you haven’t established a clear contract between marketing and sales to cover this, I strongly suggest that you start today.  

Identifying Your Ideal Customers

09 Oct 15:44

9 New Terms Modern Marketers will want to Know

by Kathleen Schaub
New practices need new language to describe them. When IDC's smart, experienced, forward-looking, clients and special guests got together at our recent Marketing Leadership board meeting in New York, I jotted down these terms they used as particularly useful for describing their challenges and ideas.
  1. Product selfie: A type of content where it's all about the product and nothing about the buyer/user (Guidance: Keep to a minimum – you know why.)
  2. Snackable content: Short-form, easy-to-consume, desirable, content (Guidance: As attention spans get shorter, you'll need more of this.)
  3. Brand-as-a-Service: Offering beneficial, free, and minimally-self-serving, customer service that extends your brand promise. Examples: USAA offering car-buying services, Pantene offering tips for creating celebrity hair-styles during an Academy Awards social media campaign; (Guidance: Powerful! Find yours.)
  4. Budget slush fund: Holding back 5-15% of your budget so that you can respond with agility to unexpected opportunities such as a social media fire or an idea from a regional marketer that is worth testing. (Guidance: Great strategy to you get beyond the same-old, same-old, but you'll need a seeking and vetting process to make sure this doesn't go to waste)
  5. Off-domain: Use of non-owned capabilities such as content syndication, outside point-of-view, 3rd-party voices; curated content, and community/social/partner media or events  (Guidance: This fast growing practice will require a different mind-set than the traditional "owned and ads first"  Start with some pilots now and plan to expand.)
  6. Hunting in the zoo: A derogatory term for the frustrating propensity for sales people to prospect only in well-known territory and ignore leads from new companies (Guidance: While I'm reluctant to promote language that contributes to the marketing - sales conflict, I think we have to give witness to this reality.  It's not likely to change without CEO intervention, so build reality into campaign and metrics – work with it or around it.)
  7. Multi-screening: Consumers are learning to use multiple devices in complementary ways to achieve their goals. Example: Using a mobile phone to research and buy a product seen at a tradeshow kiosk. (Guidance: One more reason to get beyond your internal org structure and think about what customers are trying to accomplish. Break down silo's within marketing. But also bring marketing closer to all company functions that touch customers.)
  8. RACI: This acronym (pronounced "racy") stands for Responsible, Accountable, Consulted, and Informed. A RACI grid is used to clarify roles in cross-functional practices. (Guidance: Accept that almost all tasks today can't be accomplished in a vacuum. RACI is an indispensible tool for helping people work across silos)
  9. Orchestrate: Arrange and mobilize multiple diverse elements to achieve a desired result. (Guidance: Think of campaign managers as orchestra conductors who lead groups of experts each playing an instrument critical to the beauty of the concert. This model is more in tune (pun intended) with agile marketing than traditional top-down management.)

Copyright 2011 IDC. Complete articles may be reposted. Reproduction in part is forbidden unless specifically authorized. All rights reserved. Please contact IDC for information on republishing or web rights.
08 Oct 16:51

Hong Kong: A quiet revolution

by Jonathon Gatehouse
Photograph by Justin Chin

Photograph by Justin Chin

Police in Hong Kong have a quaint way of signalling their intentions. An officer, equipped with a quiver full of coloured flags, stands at the front line of demonstrations and hoists highly visible warnings. Yellow means “turn back now.” Red, emblazoned with the message, “Stop charging or we use force,” is a prelude to pepper spray. And the black banner has two sides—one for tear gas and the other for rubber bullets.

It doesn’t seem beyond the realm of possibility, then, when the leaders of Hong Kong’s Occupy Central movement take to the megaphones to announce that the police will be clearing out one of their blockades at precisely 6:30 p.m., that they may have been forewarned. A couple of dozen students run toward the steel barriers that have been erected on Tim Wa Avenue to stop C.Y. Leung, the region’s chief executive, from driving up to his office entrance. They don rain ponchos, lab goggles and construction masks, and sit down on the pavement to wait for the assault. “I’m pretty afraid,” one of them, Eric Chan, confides. “I’ve never been pepper-sprayed.” The 22-year-old, who studies statistics at the University of Hong Kong, has been out on the downtown streets for four days and nights, fighting for the right to vote. “We want universal suffrage, and the Chinese government doesn’t want to give it to us,” is his simplest explanation.

Across the line of steel fencing, the police presence swells. Dozens of officers stand with their arms crossed, riot helmets dangling off their belts. A white-shirted commander arrives, and so does the cop with the quiver. They pull on their gloves and approach the barricades. Two trucks pull up behind the protesters. They are delivering hot dinners for the hundreds of officers stationed inside the Central government office towers, encircled by more than 50,000 demonstrators on this hot, humid Saturday evening. The students stand and allow them to pass down the road—after looking inside to ensure the cargo isn’t more sinister. The barricades are slid back into position and the police pull back to eat. The offensive never comes.

The protests against the proposed changes to Hong Kong’s Basic Law had been planned for more than a month. Pro-democracy activists in the former British colony—officially classified as a Special Administrative Region (SAR) of China since the 1997 handover—are unhappy with Beijing’s bid to undermine a full and free election in 2017 by having the candidates for chief executive screened by a nominating committee of 1,200 hand-picked residents. But what promised to be a run-of-the-mill series of marches, rallies and university-class boycotts took an unexpected turn when a small group of student activists tried to occupy the courtyard of a government building on Sept. 26, and were repelled with pepper spray. Two nights later, when a larger crowd returned to the Admiralty district and blockaded a major 10-lane thoroughfare, police used 87 cans of tear gas to try to disperse them. The Umbrella Revolution was born and, soon, hundreds of thousands had taken to the streets, shutting down large swaths of the city in the largest civil disobedience campaign Hong Kong has ever known—disruptions that, even as they show signs of drawing to a conclusion, seem to have fundamentally changed the island’s political dynamic, and proven that David can beat Goliath.

After the initial clashes, “peace and love” became the movement’s mantra. Banners with messages such as, “Police keep calm and stop the violence,” were draped from pedestrian overpasses. A “Lennon wall,” named for the long-dead Beatle, was festooned with handmade signs and Post-it notes exhorting the students to keep up the struggle. “If not us . . . who? If not now . . . when?” read one. Taped next to it was a child’s drawing of Wonder Woman with a cartoon bubble reading, “Freedom is important.” Small PA systems with open mikes were set up throughout the crowd to facilitate impromptu speeches on democracy. University professors held teach-ins in a nearby park. Each night, the swelling crowd engaged in singalongs, creating their own light show by waving their smartphones in the air.

Volunteers collected garbage, separating out the compost and recyclables. Others staffed medical tents, handing out water and snacks. Marshals directed pedestrian traffic and helped people over the concrete highway dividers. Nearby, public washrooms were kept tidy and well-supplied with soap, toothpaste and toilet paper. It was the nicest, neatest protest ever.

Anthony Tsang, 20, and his girlfriend, Irene Tsui, 22, sat on the still-warm pavement, leafing through a copy of a biography of Nelson Mandela. Although the Hong Kong Polytechnic communications students hadn’t been to class in more than a week, they had decided to start research for an essay on non-violent resistance. Tsang, who was just three when the handover occurred, expressed some guilt that he was only now becoming politically conscious. “Before, maybe I was just too young to be concerned about things,” he said. “But now, we are fighting for our rights. We understand that democracy is the world trend, and they can’t stop it.”

Down the road, three young women were busy making little, pinnable yellow ribbons—the symbol of solidarity for the protest. Their first night, they had handed out 300 of them, the second, 400, and, on this, their third evening, they had lost count. Christy Chan, 23, said her parents didn’t support her being there. “They think we are making trouble for Hong Kong,” she said. But her friend Boui Yip, 24, described it as their generation’s duty. “I think that, if we don’t stand up, we will not have the chance next time,” she said. “It’s our watch.”

Democracy in Hong Kong was never of particular concern for the British—until they decided to leave. The decade before the handover to the Chinese was a period of rapid reform in the colony, and the future rights and freedoms of its citizens became the major sticking point in negotiations with Beijing.

The Basic Law, an ersatz constitution, was designed to enshrine the concept of “One country, two systems,” and guarantees Hong Kong its distinct legal system, and things such as freedom of speech and assembly, until at least 2047. But the document has very little to say about voting. “It’s very vague, and deliberately so, because China was never very keen on elections,” says Danny Gittings, author of a textbook on the Basic Law and a professor at the University of Hong Kong.

Huge public protests while the law was being drafted in the mid-1980s eventually convinced the two powers to include a reference to universal suffrage as being “the ultimate aim.” However, an explicit promise of free elections only arrived in 2007, after another round of pro-democracy demonstrations, and they were punted another decade down the road.

Beijing has always worried that what happens in Hong Kong might not stay there, fretting that the SAR’s privileges will somehow undermine the system in the rest of the People’s Republic. At the same time, the Chinese government needs to keep Hong Kong open and free enough so that the banks and investors, who are helping to underwrite the explosive growth in the rest of the country, stay put. It is a delicate balancing act.

What is becoming clear now, however, is that C.Y. Leung, in trying to win favour with the Chinese government, has actually made its life much more difficult. A divisive figure to begin with—the 60-year-old fell into the chief executive’s job in 2012 after the preferred choice of Beijing and the city’s powerful business tycoons became enmeshed in scandal over illegal home renovations—he has proven to be more confrontational than almost anyone wanted. “C.Y. has adopted a very hard line toward the opposition parties and the pro-democracy camp,” says Joseph Cheung, the chair of political science at City University of Hong Kong. This is in part, it is presumed, because he wants to keep the job and fears an open competition. “But that has made him very unpopular and the people see him as arrogant and hawkish,” says Cheung.

Indeed, Leung’s resignation has become one of the principal demands of the student protesters. The Occupy sites are filled with unflattering caricatures of him, many playing off his creepily long eye teeth. (His nickname is “Dracula.”) The imperious conduct of his family hasn’t helped his image. During the height of the protests, his daughter Chai Yan posted a picture of her new diamond necklace to her Facebook page, noting that it had been “funded by all you HK taxpayers!! So are all my beautiful shoes and dresses and clutches!! Thank you so much!!!!” This is particularly ironic, given that Leung sought power by styling himself as the man of the common people.

The Chinese will stand by him—at least in the short term. But the bigger danger for Leung might be the growing sentiment among the tycoons that he has mishandled the crisis. “The businesspeople have a loud voice in this town,” says Allan Zeman, owner of the Lan Kwai Fong entertainment district and one of the city’s best-known entrepreneurs. “Those pictures of the tear gas went around the world and, obviously, caused a lot of damage to the image of Hong Kong.”

Zeman, who grew up in Montreal but has made his home here for 47 years, is active in political circles and has been trying to help broker a deal between the government and the students. “There needs to be a dialogue,” he says. “Everyone is criticizing China, but they’ve taken a giant step forward by allowing everyone in Hong Kong to vote . . . It’s not Tiananmen Square 25 years ago.”

Sunday, Oct. 5, the government deadline to clear the streets of central Hong Kong, came and went without incident. The students remained in place, but made room on pedestrian bridges so that the city’s bureaucrats could return to work. The government reopened the schools. Negotiations about having negotiations—which will be between Occupy leaders and Leung’s deputy, and are fully open—are progressing. And, by early Wednesday, with a growing sense that they had proven their point, the student presence at the protest sites had shrunk to a fraction of its former strength. The police could easily dismantle the barricades, but have chosen to do nothing.

On Hennesey Road, a high-end shopping strip in the Causeway Bay district, there were piles of umbrellas, water bottles and protest signs sitting beneath empty sun shelters, and only a few students scattered over the length of several city blocks. “I think we have achieved something,” says Lily Lai, a 22-year-old graduate. “A few days ago, they used pepper spray and tear gas to urge us to leave, but they failed.”

Residents walk over and engage in debate those who remain. It’s mostly polite and respectful. (The chosen tactic to deal with those who scream and swear is to loudly sing Happy Birthday in Cantonese.) Andrew Leung, a 25-year-old laboratory technician, is patiently listening to two older men have their say. One is from the mainland, and wears a polo shirt decorated with a small Chinese flag, a souvenir of the Beijing Olympics. The other is a local. Both complain about the traffic jams and mess, but they express grudging support for the struggle, if not the means. “The government makes the Hong Kong people so angry, says Leung. “Even ‘the Uncles’ agree.”

He has spent five nights on the street, stealing away from his job whenever his boss allows. At times, he has been frightened of the police or frustrated members of the public, but, as the protest winds down, things have changed. Now he looks forward to the debates. “This is freedom of speech and democracy. We are not just talking about it. We are exercising it,” he says. “Every night, when I think about it, I almost cry.”

A victory that has already changed one system, and may yet shake another.

The post Hong Kong: A quiet revolution appeared first on Macleans.ca.

08 Oct 16:20

Proving Your Worth: What Content Marketing KPIs Matter Most?

by Annie Zelm

Proving Your Worth: What Content Marketing KPIs Matter Most? image Marketing KPIs.jpg 600x246You’ve been blogging, emailing and converting website visitors to leads for months now, and you get the sense your potential clients are more engaged. People are commenting on your posts.

Maybe a few have even mentioned they read something you recently published.

You’re delighted—until you realize you still have no concrete evidence to prove your worth as a content marketer to your boss.

At Kuno, we hear this concern often.

“People have told us they really like what we’re putting out there,” a client will say. “They’ve come up to us at trade shows, and sometimes they’ve even called us. But we can’t prove we’re getting new customers because of our content marketing.”

Actually, you can. You just have to focus on the right numbers.

Don’t Get Caught Up in Metrics Madness

Mark Twain once said that most people use statistics the way a drunkard uses a lamp post, more for support than illumination.

It’s easy to lean on weekly performance reports to help us validate what we’re doing, but taking the time to glean valuable insight from them takes more effort.

As Cutter’s Jonathan Becher explains, it’s easy to get distracted by mere metrics. Marketers today have so many tools at their disposal to measure every aspect of performance, from email open rates and click-through rates to social media impressions.

So what makes a metric a KPI? Becher notes marketing KPIs should be:

  • Outcome-oriented, or tied to a specific objective such as customer satisfaction

  • Target-based, meaning they have a time-sensitive goal

  • Rated or graded, meaning you can easily measure the gap between the target and what’s actually achieved

Most importantly, they should demonstrate the return on investment that’s directly related to your content marketing efforts.

Just paying attention to ROI can improve it, as HubSpot’s 2014 State of Inbound Marketing report found. The annual survey of more than 3,500 marketers shows marketers who measure inbound ROI are 17 times more likely to see the same or greater ROI over the previous year.

There are specific key performance indicators, though, all marketers can measure to show their efforts are paying off. There’s some debate about which ones are more important and how many you actually need, but in our experience, here’s where you should focus your attention.

Customer Acquisition Costs

HubSpot CMO Mike Volpe lists this first among what he believes are the six KPIs your CEO actually wants to see. What is it actually costing you to close the deal with each new customer from the time they first interact with your website or other content? This figure has a tendency to get lost when inbound marketing is treated as a separate campaign that works in addition to your other marketing efforts, rather than in conjunction with them.

That’s why you can’t look at inbound marketing in isolation. Consider all the advertising and marketing you’re doing now and the total costs of implementing them, including the salaries of your marketing and sales staff and any work you outsource. Then look at the leads that are actually coming in. Inbound marketing that’s done correctly, alongside other traditional marketing efforts, allows you to generate more leads with fewer resources, reducing your cost per lead.

If you make it your goal to reduce customer acquisition costs—and can prove you’ve accomplished this—your executives will be more likely to respond to your budget requests.

Once you’ve figured out your customer acquisition costs, find out where marketing fits into those figures. If you have complicated products or services and it takes some time for your sales teams to explain them, marketing may represent 10-20 percent of your total customer acquisition costs. If your products are relatively simple, marketing will likely represent a higher percentage, sometimes as high as 60-90 percent.

Focus on setting a realistic goal to reduce these costs over time.

Customer Lifetime Value Compared to Customer Acquisition Cost

For software as a service (SaaS) companies where clients pay monthly fees, this ratio is especially important, according to John Stoddart, marketing director at Highfields PF Limited.

Consider the average length of time the customer is likely to stay with you, based on typical churn rates, and multiply that by the gross margin from the customer across that length of time. This will give you a total lifetime value for your average customer.

Time to Pay Back CAC

Once you’ve established your customer acquisition costs, figure out how long it takes you to earn that back. The formula is simple: Take the CAC and divide by margin-adjusted revenue per month for the average new customer, and you’ll get the number of months until you’ll see the payback.

In most industries, including SaaS, you’ll want to see those costs paid off in less than a year. Stoddart says it’s best if the payoff happens right around the six-month mark.

Qualified Leads

If your website is inviting and you’re producing quality content, you should be seeing a significant increase in the number of leads coming in. It might be tempting to start celebrating right then, but you need to make sure they’re the right kind of leads for your business. Be prepared to get a fair amount of dead ends who may have just stumbled on your content and were curious about what you had to say but have no interest in buying. A lead-scoring system is essential to helping you determine the level of interest a prospective customer has and how likely he or she is to consider a purchase in the near future.

You might assign points for downloading a guide and assign a higher score to someone who has not only done that, but also looked at your pricing page or requested a demo. Someone who opens an email once but then unsubscribes could have points taken away. Don’t forget to consider demographic factors as well, such as the person’s title, industry, department and purchasing power.

Your sales and marketing teams should work together to determine what factors indicate someone is ready for a phone call and when they need more time. Lead scoring will also help weed out those who aren’t a good fit for your product or service. For more on how to use lead scoring to determine quality leads, check out this post by Kuno’s technology director, Dan Stasiewski.

Marketing Originated Customer Percentage

You need to know what percentage of your new business is driven by your marketing efforts. Figuring this out can take some time, but it’s well worth the effort. Take all the new customers you acquired within a period of time, and determine how many of them came into your system through a lead generated in your marketing system. It’s much easier to pinpoint this if you have a closed-loop marketing system where data can easily be exchanged between your marketing software and sales CRM.

This percentage will vary depending on your industry. For outside sales, it’s most likely going to be lower, in the 20-40 percent range, according to Volpe. It should be significantly higher for inside sales and those that don’t require a lot of personal contact to convince customers to buy.

Marketing Influenced Customer Percentage

You already know marketing plays a significant role in influencing customers to buy, but you may not have realized you could quantify this, too. When you’re trying to demonstrate the value you bring to your company, this number is essential.

It takes into consideration all the instances where marketing nurtured a lead at any point in the sales process. This percentage can vary depending on your business, but for most companies, Volpe says it should be between 50-99 percent.

These indicators are a good way to measure the overall success of your content marketing efforts. You might find you don’t need all of these, or you might consider adding others.

Other content marketing KPIs to consider could include total conversion rates as a percentage of the leads coming in, customer retention rates and satisfaction rates over a period of time. Marketing isn’t solely responsible for them, but your department does play a role.

Get into the habit of tracking these and reporting on them to your executive team. You’ll feel more confident in your role as a marketer when you can prove your efforts directly result in sales. And the next time your CEO is looking at where your company can afford to cut back, he or she won’t be so tempted to slash your budget.

What KPIs do you measure? Which do you think are most telling? Share with us in the comments below.

Proving Your Worth: What Content Marketing KPIs Matter Most? image 015069d1 6e84 402a 8167 6f00211a13ac.png

08 Oct 16:20

Turn the Pressures of Technology into Potential

by John Hagel III

Digital technology is full of paradox, yet we often tend to under-emphasize or even ignore the paradoxes — often looking at either technology’s problems or its promises, rarely examining both at the same time. But it’s only when we explore both that we gain new insight into what will truly help us harness technology’s economic value.

Let’s start with the core strategic paradox created by digital technology: it represents both a source of mounting performance pressure and a dramatic opportunity for value creation.

Where does the pressure come from? First, digital technology infrastructures systematically, significantly, and globally drive down barriers to entry. In other words, they intensify competitive pressure. But that’s just the beginning. There’s a second form of pressure — the accelerating pace of change made possible by digital connectivity compresses product life cycles and forces us to move faster than ever before. And it doesn’t stop there. The connectivity of digital infrastructures makes it possible for very small events in remote parts of the world to rapidly cascade into larger and larger, highly disruptive events.

So three different forms of pressure catalyzed by digital infrastructures are converging to make our lives ever more challenging both at an individual level and an institutional level. This is the dark side of digital technology for many businesses, especially large, established corporations.

But, of course, what makes this a paradox is that this same technology is also a source of ever expanding opportunity. We can do things today in terms of creating things, connecting with others, and building businesses that would have been unthinkable a few decades ago. And it’s not just an opportunity that’s restricted to the privileged elites— for instance, farmers in some of the most remote and poverty stricken areas of the world are now using mobile phones to bypass middlemen and find the markets that will pay the most for their products at a given point in time.

So, that’s one paradox: mounting strategic pressure and expanding opportunity caused by the same technology. Let’s look at another.

Digital technology infrastructures connect us in much richer ways than was possible with the technologies they’ve supplanted, like the telegraph and telephone. We can now connect instantaneously with people anywhere in the world, seeing them on a screen and sharing documents and data in real-time, regardless of whether we’re connecting one-on-one with a friend halfway across the world, or as part of a dispersed team of colleagues who may never even meet “in real life.”

Yet, at the same time, as many of us have increasingly discovered, this same technology can also have the opposite effect — it can isolate us and lead to ever more superficial relationships. Many have written about the “filter bubble” effect of digital technology — it makes it easier and easier for us to selectively connect with only those who share our beliefs and values, isolating us from the diversity that might challenge our thinking and help us to get to that next creative insight that comes from productive friction. We also can connect with so many people that many of us find ourselves spread way too thinly in terms of our relationships — we interact with lots of people but rarely have the time to build deep relationships with any of them. And studies have shown that social networks can make us miserable: by inducing us to compare ourselves to others, we walk away feeling less satisfied with our own lives.

Finally, there’s a third paradox. Digital technology gives us the tools to shape our environments in very powerful ways. It is easier for reformers to connect with one another, and possible followers – new technology infrastructures amplify human actions in ways that would have been unimaginable decades ago. Small moves, smartly made, can indeed set very big things in motion.

Yet, at the same time, these infrastructures expand the array of people and things competing for our attention. As we try to keep up with all these attention-sinks, we have a natural tendency to fall into a reactive mode, desperately trying to sense and respond to the latest events, and losing any sense of focus. As we spread ourselves more and more thinly, our ability to have impact diminishes at an accelerating rate.

So, how do we resolve these paradoxes?

We can resolve these paradoxes by shifting our focus from the technology to ourselves. How are we managing this technology? If we pursue the practices of the pre-digital technology era, we are likely to get one set of outcomes (the downside of each paradox). On the other hand, if we understand the true capabilities of this new generation of technology, we’re likely to adopt new approaches that will lead to a very different set of outcomes (the upside of each paradox).

Let’s start with the level of the individual. Each of us was to some degree trained to pursue work for a paycheck. But if that’s our approach, we’re likely to fall prey to the dark side of the technology – we’ll experience stress that comes from mounting performance pressure. We’ll find that our relationships are becoming increasingly superficial and, in response to growing stress, we’ll seek out others like us to reassure us that we’re doing the right things. As we scramble to try to respond to the expanding array of inputs generated by an ever more powerful digital technology infrastructure, we’ll find ourselves spread more and more thinly and feel our power slipping away.

A very different outcome occurs if we commit to integrate passion with our profession. If we cultivate the passion of the explorer, we’ll find that we’re driven to explore technology’s expanding capabilities and cultivate new practices to harness its potential. We’ll connect with an increasingly diverse set of people and form deep, trust-based relationships as we work together on the opportunities created by digital technology. Our passion will define our focus and motivate us to concentrate on making a difference in our chosen domains. It will help us to avoid the growing distractions of digital life so that we can harness the power to shape our environments.

At the company level, the conventional approach of scalable efficiency creates an increasing disconnect between what’s happening inside the firm and what’s going on in the rapidly evolving outside world. Sure, firms pursuing scalable efficiency deploy digital technology, but only to squeeze more cost out of the system – a game of diminishing returns. In the face of mounting performance pressure, these companies are strongly tempted to double down on the approaches that led them to success in the past. The growing chasm between their approach and the exponentially expanding digital opportunity outside their institutional walls will lead to more stress and more dysfunctional behaviors over time.

On the other hand, companies that begin to unlearn the practices of the past and explore ways to use digital technology to drive growth, rather than using it only to cut costs, will have a very different experience. Rather than facing the diminishing returns, these companies will start to see ways to build learning networks, to grow those networks beyond their walls, and to use those networks to drive increasing returns: the more participants they enlist in their growing ecosystems, the more value they will create for their markets. The connections they establish with other participants will become richer and deeper as they build trust through learning and working together. Rather than spreading themselves too thinly across an expanding array of “bets,” these companies will begin to focus on initiatives to shape markets and industries in ways that were just not feasible in more stable environments.

The bottom line is that it’s up to us— as leaders and managers — to transform pressure into potential. Exponentially improving digital technology infrastructures are a given. The critics of digital technology and the evangelists for digital technology may both be right in painting their very different pictures of potential outcomes. What choices will we make and what actions will we take in this rapidly changing environment? The future depends on us.

 

This post is part of a series leading up to the annual Global Drucker Forum, taking place November 13-14 2014 in Vienna, Austria. Read the rest of the series here.

08 Oct 16:19

Turkey: Enemy inside the gates

by Adnan R. Khan
A pro-Islamic State  demonstrator marches in Istanbul

A pro-Islamic State demonstrator marches in Istanbul. (Photograph by Adnan Khan)

When Merve Ozdemir walks the streets in Kemerburgaz, a suburb in Istanbul’s northwest, she wears a niqab, the all-encompassing veil that leaves only her eyes visible. She is usually the only one in that attire. Kemerburgaz is one of Istanbul’s more secular neighbourhoods, its residents of mostly Greek and Bulgarian descent, a place where even a headscarf is a rarity. “I’ve been asked if I’m from Syria,” says the 23-year-old wife and mother. “People stop me and demand to see my face because they think I am an outsider, even though I’ve lived here all my life.”

Ozdemir is a devout Muslim but her husband drinks alcohol. Her brother is a drug addict, her uncle an alcoholic, as was her grandfather. “It’s what caused my father to embrace Islam,” she says, her words tumbling out fervently. “He saw what the secular world was like and he rejected it. I grew up in a religious house but religion was never forced on me. I saw for myself the sins people committed, even those who called themselves Muslims. I hated it. So I covered myself and devoted my life to God.”

That was when she was 15. Like many girls in her poor neighbourhood, Ozdemir had dropped out of school when she was 12. She says she tried to study the Quran at that age but found the lessons from official government teachers lacking in the fervency she felt. “I learned myself how Muslims have been persecuted by the Crusaders and the Jews.”

Last year, Ozdemir’s world changed. For three years, a war had been playing out in Syria. She had followed it closely, particularly the growth of radical Islamist groups that claimed to be fighting for the sake of Islam. As Islamic State (known at the time as ISIS) swept through northern Syria and Iraq with ease, Ozdemir was convinced the group had to be divinely guided. When it declared a caliphate, calling itself Islamic State, it was for her the fulfillment of a dream. “I’m following what Islamic State is doing in Syria,” she says. “I’m following Islamic State fighters on Twitter. If I could go there and join them, I would.”

Her story is in many ways typical of a growing number of Turks who have discovered a new-found purpose with the rise of Islamic State. While Turkey has emerged on the world stage as a Muslim-majority nation where Islam and secularism live side-by-side in democratic equilibrium, the reality is much different. For decades Turkey has tried to reconcile its official secularism with a deeply rooted Islamic identity. Secularists ruled the country for much of its 90 years of republican history, pushing religion, and those who follow it, to the margins. More recently, however, an Islamist-rooted elite has taken the levers of power, inflicting the same sort of marginalization on the secularists that they themselves once suffered.

Now, Islamic State has upped the ante on Turkey’s struggle between secularism and Islam. On Oct. 2, after weeks of hesitation, the Turkish parliament voted overwhelmingly to join the U.S.-led coalition to wipe out the upstart movement. But while Turkey gears up to fight Islamic State militants now edging ever closer to its border, it faces an even bigger fight at home.

As many as 3,000 Turks have joined Islamic State. Some estimate that as many as 11 per cent of Turks support the group, amounting to around eight million people. Hugh Pope, deputy director of the Europe and Central Asia program at the International Crisis group, has noted that “internal government polling showed more sympathy for Islamic State in the Sunni constituency of the ruling Justice and Development Party [AKP].”

Turkey is facing a crisis that many analysts believe is of its own making. Finally deciding to confront the Islamic State was inevitable: the presence of such a destabilizing force on its borders has threatened much of the government’s regional and domestic agenda, including a peace process with its Kurds and maintaining good relations with Western nations.

The repercussions, however, could be severe, considering the increasingly volatile environment in Turkey. Mahmud Erol Kilic, a scholar of Sufism, Islam’s mystical branch, and current secretary general of the Parliamentary Union of the Organization of the Islamic Conference member states, believes the Turkish government’s policies toward Syria have created an environment in which radical Muslims feel empowered. “I wouldn’t call the AKP radicals,” he says, “but there are radical traits inside the AKP; there are radical trends. Turkey has always had conservatives among its population but now they have a war they can call their own, and it is close to Turkey. They are adventurists. They want to fight. The Turkish government, not by design but as a consequence of its policies, has strengthened these people.”

Indeed, for the past three years, Turkish authorities have turned a blind eye to the flood of foreign fighters entering its territory, en route to Syria. Its major cities have become a free-for-all for an eclectic mix of radicals and revenge seekers, all vying for a chance to get in on the action. They have come and they have gone, supported by the vast networks of Syrians among the 1.5 million refugees who have made Turkey their home.

Major clashes have broken out in recent days between anti-Islamic State Kurds, conservative Muslims and police in Istanbul and other cities in Turkey’s southeast, where Kurds are a majority. The Kurds blame the AKP for not doing enough to protect their Syrian brethren currently under siege by Islamic State militants. Protests in Istanbul are growing as Kurds vent their anger in increasing numbers, prompting authorities to reply with water cannons and riot police.

Pro-Islamic State demonstrators have also taken to the streets in Istanbul’s conservative Fatih district, condemning the U.S.-led bombing campaign in Syria and Iraq and warning that if Turkey joined the fight, there would be consequences.

“Islamic State is a natural reaction to the U.S.-led war against Islam,” one 20-year-old demonstrator tells Maclean’s in Fatih, referring to himself only as “Muslim X”. “The stories of massacres in Syria and Iraq are all propaganda. The Islamic State is a product of U.S. action and if attacks against it continue, there will be an Islamic State in New York, in London, in Istanbul.”

In Ankara, the Turkish capital, the AKP leadership appears to be waking up to the dangers it faces. This week, Islamic State fighters raised flags inside the city of Kobane on the Turkish-Syrian border. Turkey has vowed not to let the town fall to militants, and on Tuesday U.S.-led coalition air strikes hit Islamic State positions there. In recent weeks, particularly after 49 Turkish hostages held by Islamic State were released on Sept. 20, President Recep Tayyip Erdogan has adopted a more stern tone toward the group. “We will fight effectively against both Islamic State and all other terrorist organizations within the region,” he said during his speech at the opening of the Oct. 1 Turkish parliamentary session. “This will always be our priority.”

But is it too little, too late? Some religious leaders remain hopeful that Turkey will avoid the kinds of religiously motivated conflicts engulfing its neighbours. “During the Iranian revolution, Turkey’s conservatives were also happy,” says one government-appointed imam in Istanbul’s Uskudar district, requesting anonymity because he is not authorized to talk to the media. “They advocated for a similar revolution here. But that passed; this will also pass.”

The difference, however, is that back then, Turkey was ruled by a staunchly secular elite, headed by the Republican Peoples’ Party (CHP), and backed by a military that had little patience for Islamists. Since 2002, it has been ruled by a cadre of religious conservatives, the AKP, who have spent the past decade empowering their supporters. From the secularist perspective, the AKP’s influence on Turkish society borders on treasonous. “Their 13 years of governance is demolishing a 90-year-old republic,” says Ihsan Ozkes, head of the CHP in Uskudar.

Okzes has been tracking the AKP’s Syria policy for the past three years and has a stack of documents that he claims links the AKP, the Turkish intelligence services (MIT) and some Turkish relief agencies to radical groups inside Syria. Ozkes believes that Turkish intelligence is now deeply intertwined with radical groups inside Syria, and has facilitated the movement of people of across the border. Most analysts agree that Turkey has been following a policy of using Islamist groups as proxies against the Syrian regime. The release of the 49 high-value Turkish hostages in what has been reported as a prisoner exchange is indicative, claims Ozkes, of the extent to which the MIT has made inroads with Islamic State. (Turkish government officials did not reply to requests for comment.)

In a telling moment on Oct. 2, U.S. Vice President Joe Biden told an audience at the Harvard Kennedy School of Governance that Erdogan had admitted that American officials “were right” in warning that Turkey had “let too many people” into Syria. Erdogan was furious, prompting Biden to apologize the next day “for any implication that Turkey or other allies and partners in the region had intentionally supplied or facilitated the growth of ISIL,” the acronym used by the White House for Islamic State. What Biden did not retract was his public admission that Erdogan had acknowledged a mistake.

If Turkey is indeed supporting Islamist groups fighting in Syria, it is a dangerous game: Pakistan tried a similar strategy in Afghanistan and Kashmir and has witnessed its own society spiral from relative moderation into an era of sectarian hatred and religious extremism—not to mention having created a lawless border zone. Turkey, Ozkes says, has not gone that far yet. “We have some advantages over Pakistan,” he says. “Our history of governance, our closeness to Europe; I doubt we will go down that same road.”

Even so, the damage done to Turkish society will take a long time to fix, he says. Religious conservatives like Ozdemir are convinced their time has come. Turkey’s moderate Sufis, meanwhile, remain marginalized. “It is still illegal to call oneself a Sufi master in Turkey,” says Kilic, the scholar. “Anything that is not part of the official Islam is prohibited.”

Islam in Turkey, both Ozkes and Kilic agree, has become increasingly rigid and conservative and now permeates much of Turkey’s ruling elite who depend on it for their support base. “Consequently, Erdogan can never be a strong supporter of the anti-Islamic State coalition,” says Ozkes. “Too many of his supporters are religious conservatives who are against the U.S. He now has to walk a fine line between maintaining good relations with Western countries and keeping his electoral base happy. It’s an impossible task.”

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