Category Archives: Messaging

With a little help from your friends

  By Nathalie Trepanier | November 15, 2014 - 3:16 pm | , , , ,
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internet marketing

Friends usually want to help, but sometimes, they need to know what form that should take. On social media, it obviously revolves around shares.

While that might appear obvious, it’s actually not always the case. Sometimes, you need to ask.

Take my friend, who, after years of dreaming of opening her own store, finally took the plunge and recently opened blanc&turquoise in my community of Orleans. It has not been a week and it is already getting rave reviews. The key, in this instance, was to create a sense of anticipation before it even opened. Steve Jobs was particularly brilliant with this strategy. While there are many aspects to this strategy, for new and small entrepreneurs, start with your friends.

Spell it out

Posting something on Facebook or LinkedIn is great but it becomes really effective when it is shared.  Real friends will want to help but it’s not always obvious how. So, tell them. When you do post something, reach out to your friends via phone, email or whatever other means you have in case they are not regularly on LinkedIn, Facebook or whatever other forum you use, to let them know the post is there and ask them to share. In many instances, friends will be happy to like but won’t think to share. Make that clear.
In Celine’s case, I not only liked and shared a post which depicted her beautiful boutique and the amazing products it offers, I explicitly asked others to share and like it as well. I am proud of my friend and keen to encourage her however possible.

Obviously, you have to be selective and strategic. If you try this too often and on posts that are not entirely useful, you will become a nuisance and people might start to “unfriend” you.  You are an entrepreneur and hopefully, you have devoted family and friends who want to support you. Don’t be shy to tell them how.

EXTRA, EXTRA – traditional media still a huge boon

  By Nathalie Trepanier | May 29, 2013 - 7:54 pm | ,
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newspaper

While we are obviously strong proponents of social media and the potential it holds, one cannot discount traditional media or the tremendous opportunities it continues to represent.

I heard a friend, who is a reporter, lament that when she called to get some information about a specific business, she was essentially dismissed because the public relations officer had to grab lunch.

Appearing in the news (ideally, for good reason) is a huge boon. If you’re really smart, you use whatever social media tools you have to bring further attention to it and really leverage that opportunity. Appearing in the news is a great and free way to reach a very broad audience. Even better, they are getting the information from a trusted (most times) and objective source. You seriously can’t buy that sort of opportunity. So please, by all means, don’t let it go because there is always someone else willing to jump in and take advantage. The investment, in this case, is simply a little time. The return is huge.

So, while social media is fabulous and is a great way to get the word out, traditional media is still an immensely effective way to grow your business and your credibility. If you are lucky enough to have that chance, don’t blow it.

It’s about me, stupid – tailoring your message to your audience

  By Nathalie Trepanier | April 25, 2013 - 12:34 pm | ,
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about me

Countless companies devote pages of web material to boast of themselves and use big, impressive words to speak to their expertise.  In many cases, they are missing the point.

Depicting your knowledge and expertise might help you feel better about yourself and it might even inspire confidence in others but it’s not that strategic unless you follow it up with concrete examples of how it will ultimately benefit me. You really have to spell it out.

Axialent does this well by providing an overview of what it identifies as solutions and breaks down the services that it provides to arrive at those solutions. It’s a simple snapshot that quickly and effectively identifies the “what’s in it for me.”

Start by being objective

Part of the problem in not effectively communicating to your audience is a lack of objectivity. An employee who is deeply involved in a project or product will have a hard time explaining it in a way that makes sense to the average person or further inspire that person to actually care. That’s where a good communications firm or person comes in. They have more distance and objectivity to quickly identify what will capture the audience and how that audience will receive your message. I know a lot of people think that anyone can essentially do communications and I have seen many examples that prove this theory wrong.  When you lose your objectivity, you take things for granted and assume too much. I can’t stress it enough: It’s not about you, it’s about me.  What can you do for me and what should make me believe you? LinkedIn responds to the latter by offering opportunities for clients and colleagues to recommend or endorse your experience. Online testimonials are another effective way. So, go ahead and boast but don’t forget about me.

about me

Take a breath and slowly move your fingers away from the keyboard

  By Nathalie Trepanier | April 17, 2013 - 12:24 am | , , , ,
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I have to confess, I am often the first to get drawn into a futile battle. While that can be frustrating in verbal exchanges, it can be really counterproductive if not downright stupid online. Nothing is private anymore. Everything can be shared on Facebook, Twitter…just pick your weapon. I recently read an email exchange between a merchant and a customer that was subsequently pasted onto Facebook with the merchant lambasting the customer and calling her stupid because she failed to read the full add and request information that was obvious in the ad. Who’s feeling stupid now?

Politeness, good manners and simple courtesy are always important but perhaps no more so than now, when everyone can potentially be a witness. That is both the danger and the beauty of social media. While social media does encourage quick responses, never, EVER give in when feelings, or rather, bad feelings are involved. Step back. Think it through and be strategic. Perhaps you ask a colleague who is more objective (read calm) to respond. Maybe you leave it for a day or don’t respond at all. There is a whole discussion that could be devoted to how to respond to negativity and I will leave that for another time. The point here is not to let your feelings overrule your good judgment. You might regret it but social media will never let you forget it.

Helpful links:
Anger management

You can’t escape the media

  By Nathalie Trepanier | April 16, 2013 - 12:09 am | , , , , ,
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internet marketing

 

Large companies and organizations often rely on corporate spokespeople to address the media on various topics. In many instances, they are often the only people authorized to speak to the media on behalf of the company. The prevailing logic suggests greater control over the message. Media relations experts undergo extensive media training and develop messages that are often vetted through formal approvals. It makes sense and often works well but it today’s global networking context, it is a limited approach.

 

Thanks to Facebook, Twitter, YouTube and so many other forums, everybody now possesses the ability to broadcast an encounter, a conversation or an event to a very wide audience. The starkest example is the 2012 leaked video of Mitt Romney addressing guests at a private fundraiser. The video exposed some very controversial remarks that would continue to be used against the candidate throughout his campaign.

 

Regain control

 

This new dynamic can be both an opportunity and a danger. Social media has empowered us all to be truth seekers and reporters. It is a tool that should be used responsibly and respectfully. For companies, it also has very serious implications. Perhaps most notably, it implies a certain loss of control. There is one way to regain that control, however. Companies and organizations should ensure that all staff have access to the right message and information. There are all kinds of tools to help share consistent, up-to-date and factual information with staff. Internal websites are very conducive to this approach and should be used to that end. You can no longer always pick your spokespeople and you will not always know when you are on the record. One could debate what effect it will have on genuineness and that should perhaps be left for another discussion. For businesses, the point is to be aware and to be prepared. Whoever is speaking, be certain that he or she is well versed.

 

Search for the power within – using web 2.0 to empower staff

  By Nathalie Trepanier | April 10, 2013 - 10:01 pm | , ,
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Search for the Power Within
Social media or web 2.0 is often regarded as a powerful tool to communicate to customers (existing and future), stakeholders and pretty much anyone else outside the organization. But that ignores a critical group and your most important asset.
New workplace dynamic
The workplace environment is shifting to forgo the traditional hierarchical structure of old in place of a flatter and freer environment. In this structure, it is the contribution that really matters, less so the title. All voices are heard and everyone has an opportunity to influence the outcome. This is the sort of environment that huge corporations such as Facebook and Virgin are adopting with impressive results.
Web 2.0 is the perfect tool to support and encourage that notion. Employees are no longer content to work endless hours and see the bottom line increase. They need to know that their individual contributions matter and that they have a voice. They need to feel valuable. Web 2.0 is so conducive to that end. Successful adoption of these tools means that the information is not just flowing down to employees, supporting and constructive ideas are moving back up. That, my friend, is how you evolve.
How better to understand the impact of plans and ideas before they hit the market or the industry than from the people who are regularly selling the product or delivering the program on the ground. You have just saved valuable time and resources by not having to tweak the product and respond to complaints down the road. It’s not foolproof, but it is definitely strategic. And the best part: most of the tools are relatively inexpensive. Internal wikis, blog posts and open comment options are great examples of effective tools that speak to this new dynamic.
Unfounded concerns
And yet, so many companies are not making full use of them. The usual concern is actually feedback, or negative feedback. In my experience, it’s usually unfounded. Employee names typically accompany the comment. Just as someone wouldn’t yell out absurdities or profanities in a crowded room, they are not prone to do so on these vehicles either. Companies should also provide rules of engagement as well. They should respect fellow employees, use appropriate language and be in the interest of the common good. And, in the end, so what if someone says something bad. They are saying it anyway. You just have a chance to address it and maybe even become better for it.
Just knowing that employees’ ideas are being considered is huge. And you very likely end up with a far more considered and strategic approach. Isn’t that worth the risk? Yes, it implies a certain culture shift. It’s called adapting. As Darwin put it: “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” That time has come.
Helpful links:
Employee Engagement:

The world is your stage – just don’t miss your cue

  By Nathalie Trepanier | April 4, 2013 - 1:01 pm | , ,
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Empty_Stage_with_Microphone

Being able to tell your story well is obviously critical but it becomes pointless if you don’t have an audience.

I like to compare communications to a big stage where timing is everything. I have watched countless individuals or companies work so hard and spend so much time on “perfecting” the message that by the time it’s delivered, not only has the spotlight moved away from them, the entire audience has left. What’s worse, they have left with someone else’s message. I was once told about an individual who sat on a message for several hours, missing an important deadline, because he was not happy with the formatting. By the time the formatting was up to his standards, they had missed an important opportunity. Ironically, the formatting on the page he was reviewing would change when uploaded onto the specific forum.

First off, let’s be clear that there is no such thing as a “perfect” message. Communications is a very subjective exercise. Everyone has a different or better way of saying the same thing. Just say it. Obviously, say it well, succinctly and convincingly ─ all within a very short window.

This is your moment

Let’s get back to the stage idea for a moment. The spotlight is shining brightly on you. The audience is sitting in rapt attention as you prepare to tell your story and you say…nothing. It seems you are trying to figure out if you should say house or home. Meanwhile, the spotlight has moved onto your competitor, who is telling the story for you. The audience is thrilled. They have something to consider, something to talk about.

And now you, Mr. or Mrs. Wordsmith, have a lot of work to do. You will have to spend the next several months possibly correcting any fallacies or misinterpretations and telling your story as you see it. Except, your audience is scattered all over the place and it’s no longer interested. That’s a lot of work and time to devote to a lost opportunity.

So please, do choose your words carefully and make sure you present them well but, by all means, say them. Your audience is waiting.

SEX! – GOTCHA. NOW, HOW DO I KEEP YOU?

  By Nathalie Trepanier | April 3, 2013 - 6:05 pm | , ,
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cropped attention

Grabbing and keeping attention amidst the chaos that is social media.

In the increasingly fast-paced and populated social media realm, getting attention is hard enough, keeping it is this decades elusive prize. There are so many different facets competing for our ever-fleeting attention that we are growing increasingly weary of new efforts, and so much more demanding of whatever holds it. It is a lot of pressure, and few are now measuring up.

It wasn’t so long ago that diving into social media was enough.  No longer. If you haven’t yet tested the waters, you now face a very strong current.

To grab someone’s attention, you have to speak directly to them. If you are not a recognizable face or entity, you have some fast talking to do. To first get someone’s attention, you will have to stand above the crowd. Yelling won’t do it. Everybody else is – incessantly. And they are all wearing bright, pretty colours.

Choose your words carefully

Clearly, messages abound. To stand out, they have to matter. They have to be smarter, wittier or more captivating than the rest. They have to offer information that’s novel or funny or compelling but ultimately, valuable. It has to be worth repeating.  Online currency is measured in “forwards.”

Real estate company sells home in downtown Toronto…Whatever. Real estate company sells home in downtown Toronto for more than $420,000 above asking price…What!?

Small company one partners with small company two… Don’t care. Technical expertise of one company combined with the software of the other  leads to huge advance in specific field …Tell me more.

Government announces $9 million project…So what? New government project will improve traffic flow in my busy neighborhood…How?

Now you have my attention. To keep it, you will have to prove that you are worthy of something that is even more precious – my time. What’s in it for me? If you can answer that question – clearly, succinctly and eloquently – I’ve got a little time for you. I stress little. With so much competition, you are going to have to make it quick. Unless you hold Shakespeare’s pen or are privy to the most riveting news of the last few months, you better say what you have to say in few words. Take this article for example. I suspect that you are pretty quickly ready to move on to another.  Get to the point quickly and above all else, tell me what’s in it for me.  Don’t make it about you or your company, no matter how great you think one or the other are. It has to be about the reader. How can you make his or her life easier, more lucrative or just all round better. Tell me that, and you are a keeper… I may even share you.