Mark Goodman
One of the nice things about the holiday period is an opportunity to catch up on your reading. Over the weekend, I was reading “The Most Powerful Idea in the World; a story of steam, industry, and inventions” by William Rosen. The book is basically about the invention of the steam engine and steam powered locomotive. Early in the book, Rosen talks about an economic historian named Abbott Payson Usher. Usher wrote a book in 1929 called “The History of Mechanical Inventions”. In this book, Usher documents ways in which humanity has engaged in a continuous process of improving life by inventing.
To Usher, every invention inevitably followed a four-step sequence.
1. Awareness of an unfilled need
2. Recognition of something contradictory or absent in attempts to meet the need, which Usher called an “incomplete pattern”;
3. An all-at-once insight about that pattern; and
4. A process of “critical revision” during which the insight is tested, refined and perfected
Rosen goes on to say “the inventors of the steam engine… created a perpetual innovation machine, in which each new invention sparked the creation of a newer one…”
We live today in the perpetual innovation era. This innovation era is intellectually easy for us to grasp, but still difficult for us to exploit. However, as we implement our innovations, looking at Usher’s 4 steps, can provide some insights and guidance.
One of the nice things about the Holiday Period…
November 22nd, 2010
Is it better to ask forgiveness, or ask permission?
November 21st, 2010
Mark Goodman
Is it better to Ask Forgiveness than Ask Permission?
I was at a SCORE meeting yesterday. One of the members, who is part of the marketing committee, had a great idea that would simplify and enhance the customer acquisition process.
Now the marketing committee has the authorization and the funds to make the change. SCORE is a group of experienced business people who have run successful enterprises. But, making a decision can still be problematic. Instead of being encouraged to execute his improvement, it was suggested that he talk to 4 more different organizations.
While we articulate risk and innovation, in many situations, people just are not sure. While it is important to ask, “what can go wrong?”, a question that should accompany that thought is “what is really the impact, if there is an issue?”
In many cases, the information that comes from the “doing” is more valuable than the time and effort spent on gathering information and asking permission.
Use thought leadership to showcase your expertise
November 15th, 2010
Mark Goodman
What makes an expert?
We did an interview last week Nick Farina Sr. He is a communications expert who has worked in media and in business. Nick Sr. suggests that a small company can create differentiation through thought leadership. By noting issues in your industry, and suggesting solutions, an entrepreneur can establish a presence beyond the size of his company.
Two things to consider when you are updating your website…
November 10th, 2010
Mark Goodman
We work with many companies who are looking to better utilize the internet to grow their businesses. The discussion about Search Optimized Video (SOV) sometimes creates a broader dialogue around their internet presence.
If you are in the process of updating your website, here are two suggestions:
First, make a list of the top 15 or 20 questions that your customers or prospects are asking you. Additionally, think about 2 or 3 questions that they should be asking you… and are not. We use these questions to create short video segments, but you can use them in developing your web content. Look at these questions in the context of your website. Are the answers on your website? Are the questions on your website?
For example, here is a question and an answer.
Search engines use word match to determine if your website is of value to a searcher. If a searcher is asking a question, and that question is on your website, then your site has a better chance of getting recommended. Also, if your website does not answer some of the key questions your customers are asking; you ought to go back and rethink your content.
For example, suppose you are a professional services company. Your customers are most interested in the services you offer and how you solve their problems. They may not be that interested in your office building. So, if you had a big picture of your office building and a description of your space on your home page, is that the best use of key web real estate?
Second, if you are planning on using video, think about where you might place it, even if you are not ready for internet TV. Work with your web designer to leave some places where you can provide updates. You can fill it with a picture, or a bit of text. But visually, design your pages so that there is a logical strategy for adding a video embed. That way when you are ready to record, the space is available.
Use these reserved areas as places where you can regularly add new content. Identify with your developer sections that you can update with a simple text entry or a “cut and paste”. Some web developers will tell you that they will update the site for a minimal charge, but if you do need to pay $50 or $100 to update your site, you probably will not do it very often. If your web designer says that you can’t update the site on your own, you might want to look at a new designer.
Should I put videos on YouTube or on my website?
November 5th, 2010
Mark Goodman
Many companies are updating their websites. At the same time, they are considering using video to drive customer awareness and lower the cost of reaching users and prospects. As we talk to marketing and web folks, there appears to be some uncertainty as to using the public repositories, such asYouTube, Vimeo, Facebook, etc., or keeping videos on the website.
Some web developers feel that videos should be on the website. Their idea is to get users to a website, and keep them there. The risk they see to using a public repository is that you will either not get to the website, or be drawn off of the website to some place else.
On the other hand, if you don’t participate in public repositories, like YouTube, you are running the risk of not being found with search. Plus, YouTube will recommend your videos to other viewers. Not being there means you won’t be visible.
Think about being in both places. John Fairley, a noted web developer, noted that “being on YouTube is like a billboard, while being on a website is having a sign in your store”.
If you design your channel appropriately, you should be able to drive traffic to your website – today’s internet user looks for content in many veues. They will find your website if they are interested in your product. Finally, a well designed channel will be able to keep your viewer with your content, as opposed to recommending someone else’s.
QR Code Series Part 2: Standards battles
October 20th, 2010
Mark Goodman
If you couldn’t already tell, we really like QR codes. They are a great way to link your print campaign to the e-content world. You can scan the code with your smartphone and it links you directly to web content.
They are a perfect way to get your print readers to a short video showcasing your expertise…. consider this one that links to one of our videos on creating an e-network:
But, these are also QR codes. They require different readers….
So, why so many?
I have been through standards battles before. When something new comes out, there are choices. Each choice has its advantages and disadvantages. Some choices are visible to users, such as VHS vs. Beta; or your choice in various video game players. Others are invisible, like GSM vs. CDMA.
I am not going to discuss the advantages of each QR code option. While it may be frustrating to you as a user, (you will have to download several readers to fully take advantage of the technology) have some patience. Premature selection of a standard can create a solution that may have ongoing issues. One example is WiFi.
For many years, the Motorola engineers fought the idea of people using WiFi for voice. In reality, the standard worked well for data, but not voice. But, it was the standard and became ubiquitous. Companies like (SKYPE, Vonage etc) had to figure out a way to make it work.
We will see what happens. We may evolve into a standard; a viewer may be created that will read all of the different codes or you as the user will have to continue to manage the diversity. For now, the most important task for users is to get involved. There is nothing like a robust market demand to help “make it work”.
QR Code Series Part 1: Think about the content you’re linking to.
October 19th, 2010
Mark Goodman
If you are going to use a QR code, think about the user experience on the other end. Two codes in a recent edition of Elle had some issues.
One was a link to a hair dryer. It took you to a slide show about the appliance. The content was might have looked good in a regular browser, but was not smartphone friendly. I could see it, but it was really too much work to get anything out of it.
Another link was to a cosmetic company. It sent you to a rather extended music video about the fashion shoot for the advertisement you saw in the magazine. It was good extension of the ad, and encouraged you to go to a video about “behind the scenes”.
With this in mind, here are a few tips in creating content for QR codes:
First, keep it simple; tell the reader what they are going to see. Also, make sure you give a link to a website to download a reader.
Second, make sure the content that you deliver is smartphone friendly. Videos work well. If you are going to link to web material, a content optimized for a mobile environment is best.
As a final tip, if you are going to put the tag into a magazine, place it on the edge, not on toward the spine of the magazine. It’s extra hard to get the reader to work when you have to focus on the curving part of the publication.
This is the first in a series of posts about QR codes. Make sure to check back for Part 2, where I’ll draw from my background as an early cell phone executive and discuss the issues around standardization of QR codes.
What does your elevator pitch have to do with your social media strategy?
October 13th, 2010
Mark Goodman
We were part of a workshop today for one of the major community banks in the Chicago area. One of the other presenters started out talking about creating an elevator speech for your business. I followed with a presentation on Search Optimized Video, and creating an e-Conversation.
When doing presentations on social media, we focus on creating the content, answering customer questions, managing a dialogue. How does the elevator speech fit?
Your dialogue should be consistent with your elevator speech. What you tweet, blog, post videos etc, should be checked against your elevator speech.
So here is the e-Conversation Solutions elevator speech:
e-Conversation Solutions creates Search Optimized Video (SOV) answer segments that showcase your company’s expertise. These segments are designed to serve as the cornerstone to a multi-faceted integrated social media effort that can include your website, print, electronic and personal marketing efforts. Our answer segments stand out, build trust, and are over 50 times more likely to show up on the first page of search results than text.
Does this blog posting fit this speech?
So, next time you tweet about being frustrated with air travel, or post a video of your staff picnic, sit back and look at your elevator speech.
If it doesn’t fit, you might reconsider your posting.
Confused about the choices in social media?
October 7th, 2010
Mark Goodman
Looking for a way to begin with social media?
What is your first step? First, participate as an observer. Make a list of blogs in your industry and view them regularly. Sign up for Twitter. (You don’t have to write, you can simply follow for now.) Subscribe to some videos on YouTube. Become a participant, respond or comment on what others present.
Then make an inventory of the kinds of questions that prospects, customers and users are asking. If you are watching search terms, that’s a good place to start. One of the most common search terms on one of blogs we manage has been “how to be a good salesperson?” We’ve done a number of entries about sales and sales management in response.
Next, determine what experts are available to you. Think beyond just your company. Are there suppliers, partners or even customers who could be tapped for ideas or contributions? Look at what resources you have available. Are you comfortable writing, doing videos, creating conversations?
There was a painting contractor who specialized in restoring older homes. He was not much of a writer, so he hired a ghost writer to do his blog. Focusing on the key questions and aligning them to the search terms, he found his blog being read by key customers in his area.
Customer interviews are very powerful. Check out this one from Thomas Johnson, co producer of the Chicago Small Business Expo.
While these enhance your Web site or blog, your customers may also want to add your interview to their Web site. Experts often use a good interview to enhance their personal reputation.
Lastly, pick one or two of the social media tools and make a commitment to create regular content. Readers, viewers (and search engines) will better recognize your expertise if your content is continual as opposed to occasional. At e-Conversation Solutions, we focus on our website, YouTube, and our blog. We also reference people to the Twitter activities that do for @SCOREChicago and @MoneyInEnglish.
Establishing your company as a trusted information source takes time, money and effort. However, the payoff can be significant. Mindshare can be translated into market share. The value of knowledge cannot be discounted.
Today’s “right” decision may not be the best decision for tomorrow – Insights on innovation
October 3rd, 2010
Mark Goodman
Your company is making decisions that make sense… Right?
Interesting article in Time Magazine this week about Blockbuster, the video rental company. Here are a few excerpts….
When talking about Blockbuster’s innovation in the 1980’s, “Customers would pick an empty title case off a shelf and wait while a clerk hunted in a backroom to see if there were any copies left. Cook (the founder of Blockbuster) programmed computers to keep track of inventory and give him a daily report of what customers were renting. … That allowed Blockbuster to optimize its movie selection. Today it’s Retailing 101, but back then it was a revelation”
The article goes on to discuss decisions made by Blockbuster management that has led the company to bankruptcy. To summarize the situation, Stephen Gandel – the article’s author – quoted Clayton Christensen, a Harvard expert on change. Christensen noted, “Decisions that in other circumstances would have made sense, instead drove the company into the ground.”
Innovation can help create a billion dollar company; lack of innovation can move you toward bankruptcy. Yes, your company has survived… but you have limited resources. You can start changing your business processes today, or wait until 2011 or 2012. It’s your decision, but you never know when it may be too late.
