Feliz Navidad & Happy Holidays to All

Hola Todos!

I’m wishing you all the best on this Holiday weekend.  Enjoy the time with your family and I hope we all get a chance to unplug for a few days.  Rest up and gear up for 2012.  I’m taking the week off so I will touch base again in the New Year.

Because you have not heard enough Christmas songs, I’ll leave you with one of the biggest of early MTV generation – Band Aid’s “Do They Know its Christmas” (click here).

All the best & Happy Holidays,

Dr. Dan-o

 

 

 

 

 

 

25 Excellent Social Media Books

Hola Todos!

I hope we are all gearing up for the holidays.  As you noticed, there have been fewer posts on www.dignuggetville.com over the past few days as its finals time and I need to take care of my classes/Seton Hall responsibilities before the blog.  I will have one or two more posts before Christmas and then I’ll be 100% unplugged during the week break before the New Year.

That said, I always like to read something good in between semester and the following link (click here) has some excellent book recommendations.  Take a peek when you get a chance, as I’m sure you’ll find something “nugget” worthy.

Best regards,

Dr. Dan-o

 

 

Nugget Dictionary Keyword – Klout (or What is Your Klout Score?)

Hola Todos!

Today’s nugget keyword is less keyword and more service.  As part of my deep-dive into Twitter for the New Year, Klout.com has to be a part of the journey.  In brief, Klout is a measure of social media influence (see full Wikipedia explanation here).  Although originally created from the fire hose of Twitter data, Klout has expanded to Facebook, Google+, Linkedin, Foursquare, as well as, other social media platforms.

Your Klout score ranges from 1 to 100 and is a function of what your followers do with your content.  For instance, if you have 10,000 followers on Twitter but hardly anyone re-tweets, likes, forwards, etc your message, your Klout score will be lower than someone with 2,000 followers and almost all of those followers re-tweets, likes, forwards, etc a message.  Beyond that, if your Klout score is a 55 and someone with a Klout score of 85 re-tweets your message, your score will also increase (e.g., your message influenced someone who is more influential than yourself).

Now please understand, this is 10,000 foot view of Klout and the algorithm is significantly more complicated that what I just described.  For an excellent in-depth description of Klout, watch This Week in Social Media for an interview with the Co-Founder and CEO Joe Fernandez (click here for video).

Beyond your overall Klout score, Klout breaks down your social influence into what they calls True Reach, Amplification Probability, and Network Score.  Wikipedia defines

True Reach as a measure based on the size of a person’s “engaged audience” of followers and friends who actively listen and react to their online messages. Amplification Score is defined as how it relates to the likelihood that one’s messages will generate actions (reetweets, likes, comments, etc). Finally, Network Score is defined as the computed influence value of a person’s engaged audience (or whatever that means).

What makes the Klout score interesting to me is how Marketers are using (or abusing it depending on how to view this service) the Klout score.  It doesn’t take much of a Google search to find stories of marketers offering high Klout score customers premiums or better service when they check into a hotel, casino, high-end club, or restaurant. Also, when it comes to social media monitoring, customers with high Klout scores who complain or rant in social media, get attended to ASAP as opposed to someone with a low Klout score.

The accuracy of Klout Score is often debated and many business writers and bloggers have openly criticized Klout for its guiding principles.  For better or for worst, a prevalent social media ethos is about being “free and open” and with this type of culture, I doubt it (or others) will go away anytime soon.

Best regards,

Dr. Dan-o

Topic Talk Thursday: 3-D Projection Mapping & Technology Augmented Reality

Hola Todos!

Today’s topic talk is interesting for a variety of reasons.  First, the idea for this topic talk came from watching one of my favorite blogs This Week in Social Media.  Although this video was on a totally different topic (click here for Robert Tercek’s video presentation from the Causal Connect Conference titled Beyond Play: Gaming in the Connected Age describing the gamification or pointification of today’s marketing world such as airline miles or credit card points), something else caught my eye.  One of Mr. Tercek presentation themes was Spectacle and he feels (and I agree) that 3-D Projection Mapping by firms such as Pearl Media is one way to create a visually stunning and engaging environment for an audience (note – pick up his presentation at the 49 minute mark and watch to the 51 minute mark – cool stuff).

Second, this caught my attention because less then a week earlier, one of my Seton Hall University students – Colton Furbur, introduced this nugget to our class.  His topic talk discussed Pearl Media’s 3-D campaign for the Lexus CT (see text and video link below).

Finally, Mr. Tercek’s presentation included one of those “I can’t believe what I am seeing videos” that you forward to all your friends because its so cool” discussing Technology Augmented Reality (pick up the video at the 51 minute mark).  In the video, presenter/magician Marco Tempest does one of the coolest and persuasive presentations with 3 iPhones one could ever imagine.  Don’t miss it!

Colton, the floor is yours….

 

Hello everyone,

Pearl Media has become one of the latest innovators in marketing with 3D advertising.  The video campaign (click here) was a 3D demonstration promoting the latest Lexus car, the CT Hybrid, occurring outside in the middle of Los Angeles, CA on April 22nd 2011, which happened to be Earth Day.  This 3-D video was projected on the side of the Roosevelt Hotel that overlooks Hollywood Blvd.  This technology is brand new and requires the use of more than 15 projectors to produce the 8,000 foot image. The demonstration was in full High Definition and shows images that make the building appear to be moving, exploding, and even has a car driving right through the middle of it.  Spectators were packed all around the hotel to see the 3D projection that, unlike movies, required no use of 3D glasses.  Pearl Media the first to venture into this extreme type of marketing and seems to be the pioneers leading the movement towards more creative and innovative ways to reach consumers.

Pearl Media was able to advertise and promote the Lexus Hybrid in a way that has never before been seen by consumers.  They partnered with Lexus to use the communication process to reach consumers and their target market.  Lexus, the sender, determined what kind of message they were going to portray.  Because they are promoting a Hybrid car they decided to do the demonstration on Earth Day and hired Pearl Media to be their transmitter.  Pearl Media then decided how to encode the message Lexus was trying to deliver.  They did this by incorporating most of the elements into the advertisement including both Earth and Water.  The communication channel chosen to carry Lexus’s message, was the 3D video that played on the side of the Roosevelt Hotel in the middle of Hollywood, CA.  The receivers of the message were the people who lined up on the street to watch the presentation and hopefully decode the message that Lexus wanted to deliver.  In my opinion, Pearl Media did a fantastic job in all of these aspects of the communication process and will be a company to following in the marketing world.

Something to think about today…

Best regards,

Colton Furbur

 

Mobile Marketing Trends: Buffy, iCloud, QR Codes and Other Key Developments to Watch in 2012.

Hola Todos!

Every so often, us geek professors get a media request and I am happy to say, my commentary was picked up.  The article is titled, “Mobile Marketing Trends: Buffy, iCloud, QR Codes and Other Key Developments to Watch in 2012”  (click here) and was published on http://blog.commpro.biz/marketinghq.  The firm describes their blog as:

An acronym for “Communications Professional Resources Online,” commPRO.biz is the destination for the answers marketing communications professionals need to be successful, whether they’re in PR, IR, corporate communications, marketing or advertising.

commPRO.biz reaches 67,000+ marcom professionals with its “Daily Headlines” and enjoys over 20,000+ site visitors per month. Its founders include Bruce Merchant, (Chairman & Chief Strategy Officer), Fay Shapiro (Publisher), Todd Fabacher (Chief Information Architect) and Brian Pittman (Content Director). The team brings together a wealth of experience in publishing and services targeted to the business communications sectors—including advertising, investor relations, public relations and marketing. For further information, visit us online at: www.commpro.biz, Twitter @commprobiz. Facebook www.facebook.com/commPRO.biz.

Check out the article when you get a chance.

Best regards,

Dr. Dan-o

 

 

Topic Talk Tuesday – The Accidental Salesperson

Hola Todos!

Today’s topic talk is from Sean Montellese, Medical Account Representative at Statlinx Inc.  In his TT, Sean shares his story as the “The Accidental Salesperson.”  Sean wanted to reach out students and/or young professionals who find themselves interested in marketing but might accidently end up in sales.  This “accident” is probably for the better as salespeople are often the quickest to rise to upper management.

Sean, the floor is yours….

 

Hello everyone,

My name is Sean Montellese and I am a Salesman. They say the first step is admitting.

I never planned on being a salesman, but after feverously applying for Marketing jobs to no prevail I decided to take a job in Sales.

Sales is generally not a major academic focus at most institutions and can be very intimidating and even disappointing at first. I know I was not prepared, and with the “Accidental Salespeople” trend growing amongst my peers, I find it necessary to address. I would like to share my story with those students and/or young professionals who find themselves interested in marketing but might accidently end up in sales.

My first job was in New York under ex-Wall Street cold callers for a start-up medical communications company. They were sales sharks that were aggressive in every aspect of life. I studied them, I copied them, and trained with them. Before I knew it I sounded like them and I was selling like them…I instantly caught the bug.

After the Wall Street lifestyle caught up to the start-up budget the company collapsed…I had another Sales job in a week.

I am now working in a stable company with an excellent product line. I work with the marketing department to develop email campaigns and potential new customers depending on the constant changes occurring within the industry.

The marketing team looks at me to tell them what our customers’ needs are and what the competition is doing. With my favorite class in college being Marketing Research I am more than happy to oblige. I find that using my sales tactics in combination with marketing knowledge is a recognized asset to my company.

With technology increasing efficiencies in sales reporting tools- it has become substantially easier to pull market data from your sales team’s notes. With that data you have the ability to make executive decisions on how to position your company within any industry. I was taught that surveys are the way to gather marketing research in school. After a project where I was required to hand out surveys; I realized there had to be a better way. I am now apart of that better way.

Instead of handing out flyers or paying for expensive marketing research firms, have your sales team collect the data for you. Almost every call I’m on I know: What the potential client is doing today, why they chose to go that route, what they like, what they would change, and how much they are paying. I make 100 calls a day. That is a nice size data pool for my marketing team to swim in. I can guarantee it’s more time effective and more accurate than surveys and then there’s always the benefit of the extra revenue from the sales. Let’s not forget…that is my job.

I think everyone would agree that as you age your career path skews from what you originally imagined. (You don’t see too many Astronauts and Presidents.) However it is important to remember what it is that interested you in the first place. For those “accidental salespeople” it is important to remember how much value there is in your position. The Willy Loman days are over, salespeople are now the frontlines of any great business with the power to catapult a company in the right direction. I thought my marketing days were over when I took a cold calling job but I have to say…it has just begun.

Something to think about today…

Sean Montellese
Medical Account Representative at Statlinx Inc.

IVANS Inc.
Sean.Montellese@IVANS.com

Apple, Google, Amazon, and Facebook: “The Four Horsemen of the Tech World.”

Hola Todos!

Ever since I watched that incredible video two weeks ago on This Week in Social Media (for full post, click here), I have been calling Apple, Google, Amazon, and Facebook “the Four Horsemen of the Tech World.”

NPR (click here), via a good article from Fast Company (click here), also believes these are four leaders and each are increasingly battling for the same turf. Could this be one of the early story-lines to follow for 2012?

Enjoy!

Dr. Dan-o

 

 

 

Follow-up to “Soft Skills Toolbox” Leadership Post

Hola Todos!

Julian Rivera, a financial analyst in NYC, had an excellent link, nuggetworthy one could say, in the comment section to Mr. Mike’s “Soft Skill Toolbox” leadership post (see Wednesday’s post here).

Don’t miss this one!

Best

Dr. Dan-o

 

Dear DigNuggetville.com Community:

Whether you are trying to land that “dream” job, get the girl/boy, convince Dr.Dan-o for an extension (been there), etc., we are ALWAYS selling something, thus a solid pitch is a must!

As my first contribution to the site, I would like to share an article (click here) I came across this morning on the Fast Company website (some of you might have seen it in Linkedin)

Here are just five nuggets that could prove pivotal in any scenario… Any others come to mind?

Go get’em!!

Saludos,
Julian Manuel Rivera

Financial Analyst, NYC

Topic Talk Thursday – How do Marketing Managers Get Bloggers to Blog about a Product?

Hola Todos!

Today’s topic talk is from Matt Moretti, Project Manager at Mom Central Consulting, located in the western burbs of the greater Boston area.  Matt has an interesting social media job.  His firm has a roster of Fortune 500 clients and somehow or another, Matt needs to persuade bloggers (in his case, Mom bloggers), to blog about some product.  Bloggers are a different breed then editors – their blog is “their baby” (pardon the pun) and Matt has three good tips to increase earned media.

Matt, the floor is yours…

 

Hello everyone,

For any company, engaging influential bloggers is a key strategy to increase earned media (i.e. – not paid advertising), though the social media/blogger engagement department may be a nomadic. In some companies, the marketing department will own this work, other companies will create their own social media task force, while MOST companies will have their PR reps handle this avenue as it is most closely aligned with traditional public relations.

These first-person reviews and testimonials are critical to the validity of your marketing efforts. Studies show consumers trust reviews and recommendations from their friends much more than traditional advertising… and honestly, don’t you feel that way too?

No matter what your department, you should have a basic knowledge of how to engage with bloggers to ensure success for your marketing and public relations campaigns. Once you’ve narrowed down your niche (i.e. – tech bloggers, Mom blggers etc.) Here are 3 key things to know:

1. Set clear expectations.

Have a plan in place that your selected bloggers can follow. There is nothing worse than not having your own plan together, which in turn will lead to confusion and frustration with any blogger outreach. Know who you want to reach out to, know exactly what you want them to write about, and be clear about what key words or links you want in a post. Being up front about expectations and incentives will save you a lot of trouble on the back end, and will lead to a smooth, happy campaign.

2. What’s the give/get?

Bloggers love their platforms and treat them with the utmost care and respect. You should too. Don’t waste someone’s time and insult someone’s intelligence by offering “a chance at a prize” or “can I send you images of Kim Kardashian’s new pantyhose line to write about?” These blogs are the writer’s livelihood, and they will laugh in your face if you give them crap to write about or an incentive that is downright insulting. They are taking the time to write about your product/service and sharing information with their followers – they should be incentivized fairly. Product to review may be enough in some cases, but if the product is of low value, other thank-you items (gift card perhaps?) would be ideal.

3. Cultivate the relationship.

Don’t just let this relationship be a “one and done” type of engagement. Now that you have worked with a blogger, keep detailed notes on their progress, traffic, editorial style and how they performed in reference to your guidelines. If both the PR rep and blogger have a great working relationship, you can count on that person to provide coverage or a strong review for your brand in the future. Just as with any facet of your life, networking is key, and blogger engagement is no different.

These three points are just the tip of the iceberg of what a strong social media employee/department should focus on. When done correctly, blogger engagement can change the way your product is being talked about, and peer-to-peer recommendations mean so much in a world that’s laden with “marketing speak” that often seems inauthentic.

Something to think about today…

Matt Moretti

Project Manager at Mom Central Consulting

mmoretti@momcentral.com

Leadership – Soft Skills Toolbox?

Hola Todos!

In today’s leadership post, Mr. Mike reminds us that leaders cannot be successful without a toolbox of soft skills (please read anything by Daniel Goleman).  I am a big admirer of Amazon and I think its one of the “four horsemen” – the vanguard of the business world at this moment in time. (The other three are Apple, Google, and Facebook).

What I find interesting is Mr. Bezos, I leader I admire for his market place creativity and foresight, is not overtly known for being “kind.” It will not take much of a Google search to find stories of neutron Jack Welsh/Steve Jobsian like attacks by Mr. Bezos on subordinates.  I guess we all have or moments and I’ve been known to blow my top every now and then.  At least Mr. Bezos is cognizant of the power of soft skills and he did a nice job at this Princeton University graduation address.

Mr. Mike, the floor is yours…

 

To:  The Great Leaders Who Have a Passion for Continuous Learning

In his Princeton University graduation address in June 2010, Jeff Bezos, Amazon founder and President and CEO, shares his insights and perspectives on character.  He believes that its substance is not found in the natural gifts we were each given at birth, rather is formed by the choices, deliberate or unintentional, we make over a lifetime.

In his introduction he tells the story of a caravan ride with his grandfather and grandmother during a summer vacation.  His grandmother was a smoker and he hated the smell.  During the course of the ride he always tried to keep himself busy making calculations of one sort or another.  He had heard somewhere that for every puff on a cigarette, two minutes get taken from your life.  So he took about his calculation. When he had finished, with the exuberance and expectation that he would be applauded for his cleverness and keen mathematical skills, he told his grandmother: “At two minutes per puff, you’ve taken nine years off of your life.”  Instead of applause, his grandmother burst into tears.  His grandfather pulled off the road and said to him: “Jeff, one day you will understand that it is harder to be kind than clever.”

He learned that day: “Cleverness is a gift; kindness is a choice.  Gifts are easy, they are given after all. Choices can be hard, you can seduce yourselves with your gifts if you are not careful, and if you do, it will probably be to the detriment of your choices.”  We all have incredible talents and skills that can be used to change the world.  More importantly, however, is how we choose to use and apply these gifts.  Bezos concluded his address with the following questions and a statement:

 

“How will you use your gifts? What choices will you make?

Will inertia be your guide, or will you follow your passions?

Will you follow dogma, or will you be original?

Will you choose a life of ease, or a life of service and adventure?

Will you wilt under criticism, or will you follow your convictions?

Will you bluff it out when you’re wrong, or will you apologize?

Will you guard your heart against rejection, or will you act when you fall in love?

Will you play it safe, or will you be a little bit swashbuckling?

When it’s tough, will you give up, or will you be relentless?

Will you be a cynic, or will you be a builder?

Will you be clever at the expense of others, or will you be kind?

 

“I will hazard a prediction. When you are 80 years old, and in a quiet moment of reflection, narrating for only yourself the most personal version of your life story, the telling that will be most compact and meaningful will be the series of choices you have made. In the end, we are our choices.”

Yes, each of us is the author of our own life’s story – a life that we choose in each decision we make. Heed the gentle exhortation of Jeff Bezos in his final words: “Build yourself a great story!”  May yours be a magnificent one – filled with incredible joy, beauty and happiness, enriched by fully exercising the unique gifts you have been given, and deepened by your service to others.

Have a beautiful day and a magnificent week!!!

Mike

Contact Information:

Michael M. Reuter

Director, Center for Leadership Development

Stillman School of Business

Seton Hall University

Tel: (Office) 973.275.2528

Email: Michael.Reuter@shu.edu