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Archives for February 2012

#womenwednesday Sexism hurts dads too

by Margie Clayman

About a year ago, my friend Karima-Catherine Goundiam brought to my attention an article from the Wall Street Journal. The article was called, “Where are all the senior level women?” To say that the article fried my friddle (there’s a saying for you) would be an understatement. The underlying belief in this article and many others is that women are absent from senior management positions in large part because (and I’ll quote this particular article), “As women age, their desire to move to the next level dissipates faster than men’s.”

Other articles note that women allegedly lose their desire to “move to the next level” because their desire to stay home with the kids outdoes anything having to do with work. There is also the “ticking biological clock” that so many speak of. Take as an example this 2008 article that suggests that women should have babies in their twenties because “you can have a career any time you want.”

Granted, there are a ton of women out there who DO definitely prefer to put family first. Even if they have had a lot of success in their professional lives, a lot of women strongly believe that once they have kids, their place is with them. However, I am not sure this is enough to explain why there aren’t more women in CEO or other high level positions.

Where the dads come in

All of that being said, these types of articles that indicate that women are more willing than men to put family first also are perpetuating stereotypes about men, and this often goes overlooked. I have been fortunate to meet or learn about a lot of men who want nothing more than to be with their children as much as possible. They have often put plans on hold or have hauled over their professional lives so that they can be at home more. Many of these men are struggling with society’s odd attitudes about men who are more ambitious about fatherhood than they may be about getting that corner office, just like society has odd attitudes about women who are more ambitious about the corner office than they are about families.

In the struggle on the part of many women to equalize the playing field, the stereotyping that men are now having to fight often gets overlooked. I think this statement from Scott Stratten (aka @unmarketing) is very telling:

I think we’ve lost our way on what a “man” is. We need to go back to a man meaning someone who held doors open for others, who didn’t mind picking up the tab instead of calculating % of bill on their iPhone, and someone that isn’t afraid to show emotion. I guess I want “gentlemen” to return to the front lines. from Digital Dads

There is an increasingly loud voice amongst men indicating that not all men prefer professional success over success at home. Men like Brandon Duncan, CC Chapman, and Bruce Sallan vocalize this perspective on a regular basis. This isn’t to say that these men aren’t desirous of success, of course. It just means that given the choice, an increasingly large number of men are feeling like they need to make clear that they love their families as much as women do.

With all of that in mind, articles that indicate that there aren’t more senior level women because “women care about families more” not only pigeon-hole women. They also pigeon-hole men. Men and women are finding themselves constantly having to swim against society’s pre-determined “normal” to find happiness, and that is not a winning situation for anyone, right?

What are your thoughts about this issue? Are men facing just as many ramifications of sexism as women? If you are a man, do you feel that you are looked down upon if you place your family as your first priority? If you are a woman, do you agree that men are being pigeon-holed based on outdated societal expectations?

I’d love to hear your opinions!

Image Credit: http://www.flickr.com/photos/cimmyt/5247766968/ via Creative Commons

Filed Under: Musings

Winning is not a DNA thing

by Margie Clayman

A video by Gary Vaynerchuk has been circulating over the last few days. and it has me concerned. The video is called “A Rant from the Heart, Hip, and Head,” (warning, a lot of Not-safe-for-work language) and in it, Gary argues that he is a winner because he was born to be a winner. It’s in his DNA.

On the one hand, the temptation is there not to disagree with this guy. After all, he is a best-selling author, a huge force in the online world, and a much admired speaker. He has accomplished more in 35-36 years than many do in a lifetime. Is there something to his “DNA” statement? Maybe.

I think, however, that given the times we live in, this is a dangerous and potentially harmful sentiment to spread. Here is why.

If I’m not winning now, I must be incapable

During the very very early years of European colonization in what is now the US, the Puritans were here looking for religious freedom. The Puritans believed in pre-destination. In other words, as soon as you were born your fate was sealed – you were already set on a path that would lead you to heaven or hell, and there was nothing you could about it. The Puritans spent all of their lives searching for signs that would tell them if they were good people or bad people, and they believed that their actions, rather than controlling their fate, simply reflected it.

If we say that winning is in our DNA, I feel we could suffer the same fate. Am I a winner? Well, depending on how you define “winner” maybe your answer is no. Does that mean the capacity to win is not coded in your DNA? Does that mean you can never be a winner?

Any person who has experienced a “rags to riches” story (and they still do happen) would probably disagree.

Working hard is not enough

The other thing Gary says in this video that I fear could misguide people is that working hard is only part of the equation. You need to have the right kind of DNA that will enable your hard work to pay off. I see where Gary was going with that statement, but I fear that that could fill a lot of people with a sense of disillusionment or even despair.

Actually, what came to mind was the movie Pursuit of Happyness, starring Will Smith. In looking at the story of Chris Gardner, whom Will Smith plays in the film, it would be tempting to say that he had nothing but bad luck in his DNA. He undertook an aggressive project and mostly failed. He lost his home. He lost his wife. He worked hard during the day while sleeping in the bathroom at a subway station during the night. What about this man’s innate life story would point to his eventual success?

Nothing, really, except his desire to make life great for himself and his son.

But Gardner did the impossible. He learned skills that were entirely new to him. He learned how to wine and dine. He learned how to balance his difficult personal situation with his professional life and he learned how to toughen up for the business world.

I would argue that Gardner recoded his DNA. He reset his program. He put himself on a path towards something new. It wasn’t a DNA thing. It was a hard work, self-confidence, defeating the impossible thing.

In hard times, leave the door open

Even though a lot of us are living comfortably, there are tons of people who have it super tough right now. They have a family member who chronically ill and they don’t have health insurance. They’ve been unable to find a new job since they were laid off in 2009. You know these stories. To say that following an established business model will lead you to be a C or D player is irresponsible, in my opinion. To say that hard work is not enough to make you a winner is irresponsible me during these trying times. In fact, using words like “winner” is kind of tough to stomach during times like these, when so many people who really are winners are living in situations that simply have escalated beyond their control.

There are no silver bullets out there. Very few people can snap their fingers or scratch a lotto ticket and find themselves with millions of dollars. But there are a lot of people who are working their butts off. They are trying to change the story that their lives are telling right now. They are trying to reprogram what their situations have instilled in them. They are trying to win as they define that word, which may be what Chris Gardner wanted – a safe neighborhood for his son to play in, a roof over their heads, and  a great, stable job.

Is now the time to say that winners are winners because it’s in their DNA? I don’t think so.

What do you think?

Image Credit: http://www.flickr.com/photos/dullhunk/439737660/ via Creative Commons

 

Filed Under: Musings

Myth: Community makes the world go round

by Margie Clayman

When you say you have an online community, what does that mean? I am asking myself this very question. I often say things like, “I have the best online community ever.” What do I mean when I say that? I had a long conversation with myself (I’ll publish the transcript of the interview later) and decided that when I use the word community, I mean the folks who tend to comment on my blog posts, whose posts I tend to comment on, the folks I talk to on Twitter, etc. However, that’s a pretty imprecise definition, right? I mean, a lot of people may comment on one post and never come back (hold back the tears, Margie, hold back the tears). I might talk a lot to a person when I first meet them online and then we may fall away from each other.

The word “community” can be even more ambiguous when used in a business context. It can also be a lot more dangerous.

Get online and build your community

How many times have you seen advice like that? “It’s all about networking.” “Think of the online world like it’s one great big cocktail party.” Heck, I’ve said stuff like that. For an individual, this advice is 100% perfect. Social Media gives you an opportunity to meet a person who knows a person that is connected to a person you just met. A new opportunity could be hiding behind any given avatar. Your bosom buddy might have just “liked” a post of yours on Facebook. Who can say?

But if you’re a business, networking is not really enough. There is one key caveat that gets missed and it’s at the company’s peril. You have to make sure that at least to a certain degree your “community” consists of people who are going to buy from you or who will entice other people to buy from you.

I say this as someone who has done a horrible job of keeping this in mind. If I was out here to build a “community” that would be fertile ground for new clients for our agency, I’d probably get a C-. Many of the people I talk to regularly are actually probably more accurately categorized as competition than potential competitors. And that’s the great big distraction in the online world. When you come out here, you join chats to meet people, as I did. But what do you know about chats? They draw people from similar fields and ways of thinking together. Your customers probably don’t think of things the same way you do. In order to build a community useful for your business, you actually need to visit the chats where your customers are likely to be.

I don’t think this gets pounded into peoples’ heads very often. When I joined Twitter, as I’ve recounted a few times here and there, I clicked on the categories of “who to follow” people. I like entertainment (who doesn’t) so I started following Michael Ian Black, Yoko Ono, and Rainn Wilson. I knew I wanted to network with business folks, so I started to follow Chris Brogan, Fast Company, and Reuters.

You’ll be shocked to learn that in my early days of tweeting, I never got any responses Yoko Ono, Michael Ian Black, or Rainn Wilson. And even if I had, what good would that have done for our business? Was Michael Ian Black going to suddenly decide he needed some B2B marketing advice? Highly improbable.

But that’s the way the online world leads us.

Community should not be about numbers

Another thing businesses need to keep in mind when we talk about the concept of online “community” is that numbers can be significantly distracting AND misleading in an effort to build a community of customers. Let me give you an example from my own online life.

Recently I got followed in short succession by a half-dozen or so Twitter accounts. All of them featured avatar pictures of mostly naked women, and all of the profiles said something along the lines of…well, there’s not really a polite way to summarize. Spam is getting well out of control on Twitter. So, while I could be really excited that I have x number of followers, I know a large portion of them are spam bots, bots, or people who may be bots but I can’t tell because they have eggs as avatar pictures.

Spam bots are not potential customers for your company. If you are telling your boss (or yourself) that your community is growing by leaps and bounds and hence your business should be doing really well any day now, you are really fooling yourself.

“Community” is not bad

As we have discussed before, talking to people you like online is not bad, and if you are using online platforms to network or to meet new people, nothing beats having a sense of “community.” But if you are here to build your business, the number of people commenting on your blog or however you may define community can just be a big shiny distraction if none of those people will put their money in your company’s bank account.

It’s money, sadly, that makes the world go round. Building a community of customers, not just “a community,” is the path businesses must take in the online world if they want to remain in the black.

What are your thoughts about community? How do you define this word in regards to the online space?

Image Credit: http://www.flickr.com/photos/niallkennedy/40727794/ via Creative Commons

Filed Under: Marketing Talk

In Marketing, What You Don’t Know Can Kill You

by Margie Clayman

I’ve spent an interesting day, as is so often the case, here in the online world. I had a very interesting conversation with Chris Young (@chris_eh_young), Brandie McCallum (@lttlewys), and Carrie Wilkerson (@barefoot_exec)  about various marketing myths that are floating about in the online world. For example, the fact that everything “is dead” is something we all agreed is really getting old. They are good people. You should talk to them.

This evening I read a post by Robert Gembarski, who I encountered by following Marieke Hensel to her blog site. The post is called How To Make Social Media Marketing Part Of Your Overall Marketing Plan. In this post there are some interesting statistics about business usage of social media marketing which made me want to do more research, and in the process of doing THAT, I discovered this rather amazing B2B research that Penton Media from here in Northeast Ohio did in 2011. I found the study via a post by Jeffrey Cohen which was just published last week. Now Jeffrey posted on what the study revealed about the world of B2B and its relationship with social media. Interesting stuff. But what catches my eye about this study is everything the survey participants did NOT know.

Here is a small sample. The survey was returned by 5,000 “executive level subscribers” 3,835 of whom said they were involved in their company’s marketing strategy.

• 41% said they did not know if their website used metadata or meta-tags

• 14% didn’t know whether they were using a link building strategy

• 14% didn’t know if their competitors were actively involved in social media

• 26% said they are not engaging in social media because they don’t know how to measure it OR were not sure it  would be valuable (we assume the worst about things we don’t know)

• 32% said they are unaware of how their company is talked about online

These are, according to the study, executive level subscribers of publications that range across 17 different industrial publications that Penton Media publishes. The majority of them have at least some role in marketing. And yet, they are unaware of these extremely significant facets of 21st century marketing within their own company and in regards to their competitors? That is pretty disconcerting, don’t you think?

The sad news

The really sad thing about these gaps in knowledge is that the doors are wide open for these survey participants to get misdirected in their marketing efforts. If they start listening to a lot of what is passed around in the world of social media, which often has no real basis in marketing and which is often based exclusively on the world of B2C, they may react in the following ways to their lack of knowledge.

 

41% said they did not know if their website used metadata or meta-tags; 14% didn’t know whether they were using a link building strategy

The lack of knowledge present in these two bullet points could easily be dismissed with a, “Well, you don’t really need a website now” answer. I see this more and more in the world of social media. There is a lot of buzz about how a blog or a Facebook page can serve as a company website or online hub. For some companies, this may be true. For the B2B world, I’m not sure it really is. The kinds of information a B2B company needs to make available often require administrator walls, dealer and customer log-ins, and more.

While SEO experts wax and wane about the importance of meta tags, there is little change when it comes to the importance of white-hat link building strategy. If you don’t even know if you have such a strategy, you and your website could be in big trouble. It would be tantalizing to think you could leave all of that behind and jump into the social media waters. I hope that companies hesitate and think before they make that leap.

14% didn’t know if their competitors were actively involved in social media

This information is extremely easy to find even if you don’t have any experience in social media. In many cases, all you have to do is Google a competitor or a person whom you know works for a competitor. Does their LinkedIn profile show up? A Twitter account? Beyond that there are PLENTY of ways to conduct searches to find out this information. If you are unsure of how to search, talk to an agency or consultant who knows how and where to look for key competitors in the online world.

26% said they are not engaging in social media because they don’t know how to measure it OR were not sure it would be valuable 

Many in the social media world would respond to this and say, “Well of COURSE it will be valuable. You’ll expand your reach and the measurement will be easy to see in Twitter followers, blog subscribers, and Facebook fans.” Right?

Not so much.

Factually, there are plenty of ways to measure the success of your social media campaign – the ROI, even – but you need to have a plan, and a lot of folks in the online world find the concept of planning somewhat old-fashioned If you have a plan of what you want to invest and a goal for what you want to receive, your social medi marketing campaign can be extremely valuable. If you do your research first and make sure your plan has you working in fertile areas for company growth, you’ll be even more successful.

32% said they are unaware of how their company is talked about online

Again, this is extremely easy to explore. The new adage that “your company is being talked about already even if you don’t know it” isn’t necessarily true. There are plenty of companies who could only wish they were the topic of a Twitter conversation. But there are tons of ways to explore this online world and see if your company or brand names are coming up in conversation. You can even see exactly what people are saying about you.

Two Big Problems

The way I see it, there are two really big problems here. The first is that people in the c-suite are immersing themselves just enough in marketing to not have a 100% full grasp on it. This makes these people likely candidates for the social media silver bullet syndrome. When the money coffers are empty and the pressure is on, a silver bullet in the shape of a tweeting bird and a blogging Bonzo can look pretty good, right?

The other problem is that there are far too many people in the world of social media who will dismiss this lack of knowledge in the B2B world as nothing to be concerned about. Websites are old hat. Link building strategy is voodoo. It’s all about engaging.

What can we do about these two problems? That’s the real question.

What do you think?

By the way, you can download the study and analyze it for yourself. It’s available for free and is called Truth from the Trenches.

1st Image Credit: http://www.flickr.com/photos/uncene/385671543/ via Creative Commons

2nd Image Credit: http://www.flickr.com/photos/uaeincredible/217849066/ via Creative Commons

Filed Under: Marketing Talk

Social Media Should Not Be About You

by Margie Clayman

Social Media should not be about you.

It should not be about you getting a high Klout score.

It should not be about you getting perks.

Social Media should not be about you gaining ground as you tear others down.

It should not be about you calling out everyone (and their mothers and their fathers.).

It  should not be about you scraping money off of people who believe you can help them.

Social Media should not be about you building your case as to why you are the greatest human ever.

It should not be about you making a list.

It should not be about you bad-mouthing a list you didn’t make.

Social Media should not be about you and your ego.

It should not be about you finding a platform where  you can feed unadulterated BS to other people who may buy it.

It should not be about lying to see if you can get away with it.

Social Media should not be about you recreating definitions to better suit your purposes.

It should not be about you offering silver bullets.

It should not be about you maliciously spreading rumors that ruin peoples’ lives.

Social Media should not be about you. It should be about the people you help, the companies you grow, and what you are able to accomplish with this new and powerful tool.

Image Credit: http://www.flickr.com/photos/foenix/1327718719/ via Creative Commons

 

Filed Under: Marketing Talk

E-Book: Social Media Engagement and How To Make it Work For Your Business

by Margie Clayman

Last year, I did a 100-post series that I called the Engagement Series. I have learned a lot about engagement since then. In fact, I learned a lot just in the process of working on the series.

Engagement has become a much-despised term, mostly because a) It is so incredibly over-used and b) It often masks what is really important in the online world.

That being said, I pulled some posts from the series that I thought would help frame engagement more as a way to navigate the online waters and less as a nice word to throw around in lieu of something more solid and useful. I have decided to group these posts into an e-book, and I am making that e-book available here, free for download.

My only real price is that I would love feedback. If you read it and love it, spread the word. If there are things I could (or should) improve, please let me know, because this is a learning experience too.

I hope you find this helpful and enjoyable. I really am looking forward to hearing from you. And thank you!

To download the PDF, just click on this link and it should download for you right away:

Engagement E-Book

Filed Under: Marketing Talk

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