Archive for February, 2010
Ondernemers blijken slecht verzekerd en hebben in recessiejaar 2009 gekort op reserveringen.
Als ondernemer heb je soms te maken met lastige veranderingen. Werknemers zetten de hakken in het zand. Keer dan het wantrouwen.
Crisis of geen crisis. Gemeenten blijken nog steeds schaamteloze wanbetalers.
Het is dor en droog in kredietland. Toch stroomt er ergens nog een verkwikkend kredietfonteintje. Op je balans. Door vlottende activa te verpanden kun je je werkkapitaal flink verfrissen.
Henk Keilman blikt terug op twintig jaar technologische vooruitgang. “Het is goed onze huidige situatie in historisch perspectief te plaatsen.”
Direct na hun studie begon het tweetal Ilja Groenewegen (24) en Georgi Tuaev (24) met Gratisprint.nl. De onderneming weet de grote boekhandels aan zich te binden. “Meuk waar adverteerders miljoenen voor uittrekken en studenten met een grote boog omheen lopen.”
When I started blogging in 2005, one of the first things I did was study how the so-called ‘successful’ bloggers blogged. One of the bloggers I began reading was Hugh MacLeod at Gaping Void.
I noticed as soon as I started reading Gaping Void that Hugh wasn’t blogging the ‘right’ way. Specifically, he was constantly linking out to other sites and bloggers. This was obviously ‘wrong’, because all he was doing was sending traffic AWAY from his blog. And if a blogger with several days experience could see this, I’m sure everyone else could as well. Obviously.
But as I kept reading Hugh (even though I knew how he blogged was ‘wrong’), I began to notice that people were commenting saying that they appreciated the link to Seth’s recent post, or Tara’s post on Pinko Marketing. Then I saw someone comment that they loved reading his blog because of ‘all the great links you share’.
Hmmmmm…..could it be that by sharing links to other sites that Hugh wasn’t actually driving people AWAY from his blog, but instead giving people a reason to become regular readers?
Then soon after, another blogging epiphany happened for me. As I was doing a crash-course of reading blogs in an effort to uncover the secrets of being a great blogger, I began to find a post here and there that caught my attention enough to leave a comment. Then a day or two later I noticed that traffic to my own blog started suddenly going up. And for the first time, COMMENTS were coming in! Awesome! But the problem was, I still had no idea what had caused the floodgates to open. Why all the traffic and comments suddenly? Then my friend Jordan Behan left a comment and when he did, he THANKED me for commenting on his blog. I went back and checked, and sure enough, almost all of the comments I had suddenly gotten, were coming from bloggers whose blog I had commented on first.
What these two examples did for helping me understand how and WHY people use social media, is immeasurable. Share something of value with others (such as a link to a great blog post), and they will be thankful. Create something of value for them (such as a comment on their blog), and they will not only be thankful, but they will want to return the favor.
But when I started blogging, my thought was that you become a good blogger by creating great content, and giving people a reason to come to your blog, and stay there. I had to LEARN how to be social with social media. I had to figure out how the tools work, and why people are using them. Not to silo content and information, but to SHARE it.
I was thinking about this learning process as I read Robbin’s post today. I agree, I think companies have to train their employees on how to use social media as well. And in reality, the only way to do that is by making mistakes. Even if a company hires me to help them learn how to use social media effectively, there’s still a time when the training wheels have to come off and the company takes ownership of their own efforts. No one learns how to ride a bicycle without earning a few scraped knees first. Social media is no different.
BTW as an introvert, I really think this applies. When I first started using social media, I didn’t want to interact with strangers, because I am hesitant to do so offline. I had to learn how to become more social online, and now I think I’m an online extrovert, and an offline introvert. Have any other introverts noticed the same thing?
Niet iedere ondernemer is er even dol op: presenteren. Maar een goede presentatie is het verschil tussen resultaat en mislukking. Met deze 7 tips wordt presenteren je hobby.
Ex-challenger Sellaband, de veel gelauwerde online muzieksite, is failliet verklaard.
There’s a lot marketers can learn from artist and musician Lady Gaga.
At age 23, Lady Gaga has rocketed to global fame in less than two years. Playing piano at age 4 and New York nightclubs at 14, she recently broke Billboard’s record as the first artist to have her first five six singles reach number one. She’s won two Grammys, and has sold 8 million albums and 15 million singles digitally worldwide. While her performance art-style stage shows and bizarre outfits have garnered much buzz, it’s her loyalty marketing that may sustain her for years. Gaga is dedicated to her fans and clearly knows the elements of cultivating a community of evangelistic fans.
With that, here are my 5 lessons about building brand loyalty, Lady Gaga-style:
1. Give fans a name. Gaga doesn’t like the word “fan” so she calls them her “Little Monsters,” named after her album “The Fame Monster.” She even tattooed “Little Monsters” on her arm and tweeted the pic to fans professing love for them. Now fans are getting their own Little Monster tattoos. By giving the group a formal name, it gives fans a way to refer to each
other. Fans feel like they are joining a special club. (Related business examples: Maker’s Mark Ambassadors and Fiskar’s Fiskateers.)
2. Make it about something bigger than you. During her concert tour, Gaga recites a “Manifesto of Little Monsters” (text) (video). Although a bit cryptic, most Little Monsters see it as a dedication to them, that her fans have the power to make or break her. (Related business examples: Smoque BBQ (pdf).)
3. Develop shared symbols. The official Little Monster greeting is the outstretched “monster claw” hand. As all Little Monsters know, the clawed hand is part of the choreography in the video of her song “Bad Romance.” Gaga tells the story of watching a fan in Boston greet another fan with the claw hand and that’s when she knew this was the Little Monster symbol. Even Oprah knows the Little Monster greeting. Shared symbols allow fans to identify each other and connect. (Related business example: LIVESTRONG yellow wristbands.)
4. Make your customers feel like rock stars. One staple of Gaga’s “Monster Ball” tour is to call a fan in the audience during the show. She dials the number onstage, the fan screams out, is located and they are put up on a big screen. While the rest of audience goes bananas, she invites the fan to have a drink with her after the show.
(Related business example: eBay Live Conference where attendees walk through a gauntlet of applauding eBay staff as they enter
the closing gala)
5. Leverage social media. Gaga has the requisite Facebook fan page (over 5 million fans) and Twitter ID (almost 3 million followers) but it’s how she uses them that drives loyalty. On Twitter, she tells fans what she is doing, such as tweeting them before she opened the Grammy Awards. She also tweeted to fans that she was buying them pizza for waiting overnight at an album signing.
Some artists are very protective of their image and prohibit recording devices during performances. Gaga doesn’t allow professional photographers into her concerts but is ok with fans recording and putting videos on YouTube.
Whether Gaga will have staying power remains to be seen. But she is making waves in the music business and teaching plenty of people the power of fandom.
Wouldn’t you like to have fans like these?
UPDATE: To further illustrate Gaga loyalty, watch this fan-created created video card montage of Little Monsters from around the world for Gaga’s 24th birthday. Many of the fans get emotional talking about how Gaga has inspired them to be themselves, and not care about what others think.