Archive for category: Audience Outreach

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Don’t Let Bureaucrats Write Your Most Important Emails

So many brands works so hard on their social media posts and newsletters, but overlook crucial comms opportunities by outsourcing important messaging to bureaucrats.
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When someone places an order with you, or donates to your organization, or even just signs up for your newsletter, are they welcomed into the family and made to feel as special as they are? Or simply sent a brief “thanks”?Too many brands overlook such key moments in their audience journey. In today’s episode of Step Up Your Social, we’ll look at one massive failure, and a whole bunch of successes.
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Hopefully this episode will inspire you to revisit your own customer or donor journey and edit accordingly!​Listen to the full episode here or wherever you stream podcasts. And scroll down for a full episode transcript.

Full Episode Transcript

A friend of mine recently had his outstanding student loans forgiven as part of the Public Service Loan Forgiveness program, which forgives all outstanding student loans for people who have spent 10 years working in public service.

He knew he was getting close, but the program is complicated and he didn’t know exactly when he would cross the ten-year threshold.

Then one morning, the email arrived.

The subject line read “You’re amazing” and when he opened it, it screamed “Congratulations” in 36 point font next to a picture of fireworks.

“Our country couldn’t work without you and the work you do” it continued.

There was a GIF of Jim and Pam from The Office giving each other an air high five.

The email went on: “The United States government thanks you for your dedication to our civil society and we are excited to inform you that all of your remaining student loans have officially been forgiven.”

Then there was a picture of President Joe Biden eating an ice cream cone and a note that read “whether you like ice cream, travel, or just an extra hour in bed, we hope you find a way to celebrate this tremendous achievement. Congratulations. And thank you for your service.”

Of course that is not at all how the email read.

Rather the email’s subject line informed him: “Action Required: View the message in your Paperless Inbox and take action.”

The email itself was a templated form with a green button inviting him to “go to paperless inbox.”

Once there, he found a PDF formatted to look like a letter informing him that his loans had been forgiven.

It did use the word “congratulations,” but everything that followed would have looked more in place from his accountant at tax time than the federal government informing him that his life just got a whole lot better.

Now granted — this is an official correspondence from the US Government.

But here’s the thing — the US government is a brand, just like any other. And, as is all too obvious for anyone who follows even the slightest bit of news, it’s got a massive branding problem.

What an amazing opportunity the government has to recognize the once in a lifetime gravity of this message and take advantage of it to buy itself some massive — and much earned — good will.

The federal government is rewarding people for their hard work and consistent payments with a massive gift. Rather than letting an amazing copywriter draft this life-changing note, they let a loan servicing company do it, where it was promptly outsourced to a bureaucrat.

What a missed opportunity.

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So you, the listener, are most certainly not responsible for drafting comms for the federal government. So why are we talking about this on an episode of Step Up Your Social?

Simple. So many brands make the same mistake (if on a much smaller scale).

They worry so much about every tweet and Facebook post and newsletter, but then let bureaucrats write emails that matter so much.

Here’s a test for you — pause this episode and go subscribe to your own newsletter with a new email address. What happens when you do?

Do you knock your own socks off with your welcome, or do you get a simple “thank you for subscribing” and then get added into the standard queue waiting to hear from your brand again… eventually?! There’s probably a decent shot you didn’t even get a confirmation at all, right?

The Hustle is a phenomenal daily email that shares business and technology news right to your inbox.

Their content is amazing and they work hard ensuring their readers enjoy every issue. They definitely understand that a welcome email is a huge part of setting expectations and welcoming users into their community.

Years ago they went viral, not for their reporting or their formatting, but for their confirmation welcome email.

The welcome email informed them that the moment they subscribed, a buzzer went off in their office and now everyone was celebrating with hand shakes, hugs and even shots of tequila.

Silly? Yes. Memorable? Hell yes!

You can find the full email here.

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And it’s not just welcome emails that get overlooked.

I’m a paying Canva user. I pay annually.

The typical company would send a note letting me know that my credit card was about to get billed. But Canva is no typical company.

Rather than informing me I owed them money, they wished me a happy anniversary and congratulated me on another great year using their amazing product.

My wife and I have two little kids. We recently bought them each a pair of Keen sandals. A few weeks after buying them, we got an email from Keen asking if “those shoes dirty yet?” chock-full of helpful cleaning tips to keep our kids shoes looking clean and ready to go.

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I’ll close this episode with one more example. When CD Baby first launched in the late ’90s, they were shipping physical CDs to people. Weird, I know.

Every order resulted in an automated email, which simply read “Your order has shipped today. Please let us know if it doesn’t arrive. Thank you for your business.”

But one day, Derek Sivers, the founder of CD Baby, realized that he could do better. So he replaced that bureaucratic drivel with the following:

Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.

A team of 50 employees inspected your CD an d polished it to make sure it was in the best possible condition before mailing.

Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy.

We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day, Friday, June 6th.

I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is on our wall as “Customer of the Year.” We’re all exhausted but can’t wait for you to come back to CDBABY.COM!

Quite a re-write!

Sivers claims that simple email created “thousands of new customers.”
And I believe him! I know I for sure would be way likelier to tell my friends about it, then a note simply informing me that my CD has shipped.

——

So here’s your assignment: go through your own customer or donor journey and ask yourself – do your most important communications sound like they were written by a bureaucrat or by someone who actually loves your brand as much as you do.
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Edit accordingly!

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Step Up Your Social Ep. 12 — Supporter Spotlights are Win-Win-Win

A supporter spotlight is an opportunity for you to shine a light on one of your supporters and talk about how great they are. It can be a blog or a Facebook post, a short video on Instagram or whatever else makes sense for your brand. The primary thing is that you are shouting someone important to your brand.

And support spotlights are win-win-win.

In this episode, we’ll cover the what, the how and the why. Listen now below, or wherever you stream podcasts.

FULL EPISODE TRANSCRIPT

Supporter spotlights are win-win-win. ​

Before we delve into our 3 wins, let’s real quick define the term “supporter.”

A supporter isn’t someone who buys your products — it’s someone who waits in line to be the first one to buy your product. Or regularly tweets or posts about themselves using your product.

It’s not the person who donates to your organization, but the person who calls on all their friends to do the same.

It’s not the person who comes to your event. But the person who shows up early and stays late to help set-up and tear-down.

Put shortly — your supporters are the people without whom your brand couldn’t exist.

A supporter spotlight is quite simply an opportunity for you to shine a light on one of your supporters and talk about how great they are. It can be a blog or a Facebook post, a short video on Instagram or whatever else makes sense for your brand. The primary thing is that you are shouting someone important to your brand.

So that’s the what. Now let’s talk about the why and breakdown the 3 wins involved in a supporter spotlight.

Win 1 — you are showing the world that your company or organization is bigger than just you and your paid staff.

There are people — not motivated by a paycheck — who care about you, your product or your mission.

Introduce these people to your audience. In the process you’ll inspire other members of your audience to want to dig deeper and learn more about what makes you, your product or your service so special. I mean after all, someone got up at 3am to buy that thing you sell. It must be pretty amazing!

Win 2 — This one is the most obvious. A supporter spotlight is literally a digital thank you. If your supporters are awesome, and treat you right, why wouldn’t you want to give them a shoutout for being so great.

Win 3 — This is the one that can really help you move the needle.

When you write up your supporter spotlight — you want to make it not just about how great your supporter is generally. You want to make it about why your supporter loves your brand the way they do.

Let’s say you’re a nonprofit that focuses on planting trees and gardens in urban areas. There are a lot of reasons someone might be excited about your work. Maybe it’s the after school programs you run. Maybe it’s the environmental component of your work. Maybe it’s the fact that you are beautifying the city by turning brown lots into community gardens.

When you write up your post thanking your support for being so great — clarify what it is that he or she loves about your work. And be specific. Because invariably, that person is going to share your supporter shoutout with his or her own audience. And guess what — if that person loves that you have an after school program for kids — that person probably has a lot of friends in their network that also have kids. And those people MAY have heard of you, but now you are providing this supporter an opportunity to introduce you and your brand directly to his or her friends and family… in your own words! You are talking about how great you are, but from the perspective of someone who already loves you and your work!

When I served as the digital director on a governor’s race, we did 45 such supporter spotlights throughout the final 30 days of the campaign. In every one, we introduced the supporter we were spotlighting, talked about where they lived and what their role was in the campaign. Then we talked about what got them excited about the candidate.

If they were a teacher, and liked that the candidate had a great education policy, we talked about that. If they were a nurse, and they were excited about the candidate’s healthcare plan, we talked about that. If they were in a union, and liked the candidate’s union stance, that was the focus of the post.

So when we shared our supporter spotlight, we were showing the world that the campaign was bigger than simply the candidate and his staff (win 1). We were thanking the people who had been working tirelessly to help get us to election day (win 2). And we were talking about why our supporters was so passionate about the candidate in a way that we knew would resonate with their own personal communities (win 3).

We knew that the teacher would have lots of teacher friends, the nurse lots of nurse friends, the union member… you get the idea. So when they invariably shared our spotlight, that allowed us to reach directly out to their friends and networks, talking about how great we were on an issue that we already knew was near and dear to their heart.

Win. Win. Win.

So find the people who help keep your brand going and thank them. It’s the least you can do! And you’ll probably grow your brand in the process!

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Step Up Your Social Ep. 6 — Stop Inviting Everyone You Know To Like Your Facebook Page

You start a new Facebook brand page. It’s only natural to invite everyone you know to like the page.

The problem is, you’re actually hurting your page’s future growth when you invite people who like you — but don’t care about your brand — to like your Facebook brand page.

​In this episode:
• We dive into the Facebook algorithm
• Talk about the difference between “good” and “bad” likes
• Cover helpful tips to grow your page with the right audience
• The importance of using a brand page for your page (as opposed to a personal account)
• And a whole lot more

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CASE STUDY: Using Facebook Live to Bring People Together

Facebook Live in a Private Facebook event

Last week, I celebrated the birth of my new son. In Jewish tradition, a boy has a bris at day 8. A bris is a short ceremony where he is welcomed into the community and has his name announced to world (amongst other things 😳).

My wife and I live in Madison, WI. Madison is our chosen home — neither of us have families in town. My parents and her mom were able to join us in person. But that still left a lot of loved ones who couldn’t make it in for the occasion.

In the days leading up, my brother asked if I could Skype him in for the event. I said sure. Then one of my cousins made the same request and I realized that Skype was not going to work.

I wanted to stream the celebration for my family, but I didn’t want it to be open to the general public.

So here’s what I did: I created a private Facebook event and invited in those we wanted to join us remotely. This included family and friends in New York, New Jersey, North Carolina, Florida, Washington, California and even Germany. It included two grandmothers in their 80s/90s who were both thrilled about becoming great-grandmothers!

Once RSVPing that they would attend, I instructed the invitees to head over to the event page at the appropriate time. I then used Facebook Live to stream the entire ceremony directly into the private group.

They could all access it, and I didn’t have to worry about anyone else joining in, or someone sharing it to their networks and it becoming a public affair (I set the privacy settings to only stream to those “attending” the event).

The stream was one-way, but not the conversation.
I set up the phone on a tripod near our in-home guests. When everything was over, I went back and looked at the video. There were about 15 cyber-guests, but they had left a combined total of 99 comments! So after everyone had gone home and the kitchen was cleaned, we got to re-live the event through their comments.

One of my cousins even let me know that she wasn’t able to make it to the event in real time, but that she was able to watch it later that day on her own time.

As can I and any of the other invitees!

What’s The Point?
If you read my blog regularly, you probably realize that this isn’t a typical post for me. It’s a bit more personal than I normally delve. That said, the point of this post isn’t really to tell you about my intimate family affair. The real point of this post is the importance of understanding the tools in your digital toolkit.

My brother and cousin wanted me to Skype them in. Which would have worked for one or two people… but not a dozen!

Facebook Live would have been great for those we wanted to join us, but it would have been hard to keep it intimate and private.

A private Facebook event was a perfect solution to bring in the family, without having to broadcast it to the world.

Everyone who attended raved about how “fun” it was and how great it was that they got to be there. Never mind the fact that they were all thousands of miles away. They all had a front row seat, right alongside our parents and our local guests. And not only that, they could chat with each other throughout, without worrying about disturbing the ceremony.

In the words of one of my aunts: “This is all so cool that we can be so connected!”

While this story is about how I brought my family together, ask yourself when such tools might be helpful for bringing together your audience or community. Maybe you have an upcoming meeting you want to share with top volunteers. Or you want to announce a new product line to your VIP customers. Perhaps you want to give access to some of your fans, without opening up your conversation to the world. Our smartphones and social media platforms are full of amazing tools. Understanding them might just be the difference between bringing your community together… or not.

Want to start using Facebook Live, but not sure how to get started. Check out my free Facebook Live Checklist.

Not sure which digital tool might be right for your upcoming event. Be in touch and let’s figure it out together!

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Your Social Media Should Act as a Telephone, Not a Megaphone

Social Media Consulting Tip How To Write To Your Social Media Audience

When you sit down to write a social media post, it’s easy to think about promoting your amazing, important and worthwhile message to the world — to make pronouncements that will change your audience’s behavior and blow their minds. Whether you are selling a product, promoting an event or even just sharing an interesting article you came across, you know the value you are adding to your community, and you want your audience to recognize it as well.

It doesn’t matter what the content is, every one of your social media posts will be consumed by (numerous) INDIVIDUAL people, reading it on their INDIVIDUAL screens, as they go about their INDIVIDUAL lives. So ensure that you are writing for each of them as an individual, not some amorphous crowd of people. It’s easy to forget this because your content, once published, will be seen by tens, hundreds or even thousands of people. Rather than thinking about how many people will consume your content, think about how they will consume it—alone. Think of it this way: you aren’t playing in a packed arena, you are providing a private living room concert; adjust accordingly.

Here’s a simple trick for ensuring that your content rings true to each individual member of your community: when you sit down to create it, picture an actual person with whom you want to connect and draft as if you are speaking directly to that particular person. Think about a customer, a donor, a constituent or a fan… pick one person and write your post directly to them.

Here are some important questions to ask yourself before hitting publish:

  • Does “Sally” want to read your press release, or hear why it matters to her?
  • Does she want to be solicited, day in and day out, or does she want to be inspired/entertained/enlightened…?
  • If you share an article or a picture, will she understand why? (Hint: not if you don’t tell her!)
  • If you are using acronyms or industry-speak, will she know what you are talking about?
  • Is your sentence structure clear, is your post properly punctuated, is your spelling correct, are you capitalizing properly? (If you content is hard to follow, Sally isn’t going to dig in and work to decipher it, she is simply going to scroll right by.)

It’s easy to think about a social media post as a megaphone, announcing your latest content to the world. But really, it’s more like a telephone, creating a connection between you and an individual. Treat your content accordingly and get ready for higher engagement rates and better reach on future posts.

And if you are wondering, I wanted to let you know, I wrote this post especially for YOU!

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Digital Guide The Basics

Digital Guide: The Basics

Recently, I spoke at Social Media Breakfast about Using Social Media to Build a Movement (Even Without a “Real” Budget or Staff).

We covered many topics and concepts, but the one that seemed to garner the most buzz was the concept of the Digital Guide.

So let’s break it down.

What is a Digital Guide – An Overview
A Digital Guide should offer everything that you supporters (more on defining your supporters below) need to help you tell your story. They are typically created for a particular event or campaign.

Let’s say your company (“Sneakz”) makes and sells tennis shoes. You are having a grand opening for a new location. You want buzz online. Your official social channels are of course going to be posting about the event in advance and, once it starts, promoting how great it is going. But official accounts ≠ buzz, no matter how often you post or how great your content is. Buzz is what happens when many parties all come together to post about something.

What Goes Into a Digital Guide
First of all, you need to give the details of the event. Who, What, When, Where, Why.

Is there an RSVP link or a place to buy tickets? Do people need to reserve their new Sneakz in advance or can they just show up and buy them? If there is pertinent information, share it.

Give the reader the context to understand the event from 30,000 feet. The story of the day isn’t that you are opening a new store — it’s that you are growing! Or that you are entering a new market. Or that people are so excited about your company, one store just wasn’t enough to contain your product.

The better your supporters understand how you see this day, the easier it will be for them to help tell the story you want to be told.

Share who your partners are, what time it starts, the address of the new store. If it’s something people should know, put it in the guide.

But Who Are My Partners?
The company that makes your laces by hand. The mall into which you’ll be moving. The online store selling some exclusive design of your Sneakz.

Who are the companies/organizations/brands, etc., without which you couldn’t thrive? Those are your partners.

Where Are You Online?
If you want people to write about you online, make sure they know how they can find you. Share your handles and relevant social media platforms. If you are working with a younger audience, you probably don’t have to explain how to use your tags (@s). If you are releasing a new line of orthopedic shoes and are hoping to target baby boomers, you might need to offer some instructional sections.

The question you should be asking when constructing your guide is: what do our supporters need to join us in telling our story?

What’s Your Hashtag (#)?
You should have a brand hashtag. Something you are encouraging your customers to use when they want to show off their #Sneakz. Or maybe it’s more personalized: #MySneakz. Or more active: #GetSneakz. Whatever your overarching hashtag is, include it.

If you have crafted a hashtag for this specific event, share that as well. Maybe you created a hashtag for anytime a store opens: #SneakzToYou. Or you could go hyper-specific: #SneakzMadisonEast.

Don’t just share your hashtag(s), but give examples of how they can be used.

  • #SneakzMadisonEast are coming. Can’t wait to pick up my new pair of @Sneakz.
  • I only wear @Sneakz. And now I can get them around the corner! So awesome. #SneakzMadisonEast.

Encourage people to create their own content, to add pictures or videos, to get clever–so long as they tag you and include your hashtag(s), a positive post is a great post!

Distributing Your Digital Guide (Who Are My Supporters?)
It’s an internal document. DO NOT publish it on your website or to your social media channels. Rather share it with your employees, interns, rapid response team, top-level fans, volunteers, etc.

Distribute this guide with anyone who will (or should) actively be working with you to tell your story throughout the event or campaign.

A Story Comes in Three Parts
Make sure to remind your supporters that every story has a beginning, a middle AND an end. Remind them (again and again) to tag you and include hashtags in EVERY post. Give sample content for each of the three.

  • Before – The event is coming
  • Middle -What an awesome event we are having
  • End – Wow! What a great event

Now What
Creating and sharing a Digital Guide is not the end of telling your story… it’s the beginning!

You should be actively monitoring social media for both mentions of your brand and usage of your hashtag. If people are posting, engage with them.

  • Share and repost their content.
  • Like it.
  • Comment on it.
  • Thank them for being involved in your brand’s story.
  • And of course, post yourself, always following the guidelines you set out in your guide.

As long as you keep asking yourself what your community needs to tell your story, and including or excluding information/samples/information accordingly, you are doing it right. There isn’t one correct Digital Guide, there’s only the one that works for you.

Create a guide for your next event. Learn from it. Tweak it as needed for future events. Learn from what worked AND from what did not. Ask your supporters what else they need to support you.

You might find it worth holding trainings, especially for staff and interns. If someone doesn’t have a Twitter or a Facebook account, they probably won’t create one just to tweet about you. Unless you help them to do so! Never underestimate the power of working with someone on their journey into social media. Trainings are an investment that will pay for themselves many, many times over.

Need a staff training or help creating a Digital Guide ? Drop me a line. These are services I offer. Or just have some questions about finishing touches or need a fresh set of eyes to help you see what you missed? I can help you there as well.

Continuously ask what your supporters need and then give it to them. They are your best asset for creating buzz and telling your story.

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What Opportunities Are You Missing To Let Your Customers Know How To Find You Online?

Recently I went into Madison Sourdough (on Willy St. on the Near East side). Great restaurant, amazing bread (obviously!).

For those who haven’t been, it’s a pretty simple ordering process: you walk in, order at the counter, get a table number and then they bring your food to you. Nothing novel or groundbreaking.

But their table number got me thinking about how a business can use (or fail to use) all of their available real estate.

Here was my number:

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Many restaurants would simply hand out a sign with the number on it. What a waste of valuable real estate that would have been!

Rather than simply serving as a function of the ordering process, this placard worked to both inform me that Madison Sourdough is online (Facebook, Twitter, Instagram and Pinterest) and to encourage me to post about them using the hashtag #MadisonSourdough.

Many customers are going to automatically post pictures of their meal online anyway. You might as well make it easy for those happy customers to give credit to the restaurant. And for those who might not have thought to snap a picture of their lunch and put it online, you get a chance to offer a little nudge in the social media direction.

So here’s a question: what real estate is your business/organization utilizing? And more importantly, which opportunities are you missing?

People are going to post about you and your brand regardless, you might as well be working with them.

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How is Your Elevator Pitch?

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Ready to tell your story in 30 seconds? You should be.

Do you own a business? Work in sales? Have a cause for which you want people to volunteer or give money? Maybe you are in a band or have an upcoming art show? If there is any capacity in your life that involves sharing what you do with others, then you need to develop an elevator pitch.

But what is an elevator pitch?

Let’s say you are asking people to volunteer for your organization. You bump into a friend/colleague/stranger on the street and the subject comes up. You have to make the ask, or they are certainly not going to give up THEIR Sunday afternoon to help you with YOUR cause. If the two of you wind up going to lunch together, or even coffee, then you have all the time in the world to walk through the organization you work with, the benefits of volunteering, how important their contribution will be… But 9 times out of 10 (or even 99 times out of 100), you don’t get to make your ask while waiting for a table. Most of the time, you have to make your ask while you are waiting for the light to change, or as someone is hopping into a cab, or in the time you share together in an elevator.

An elevator pitch is your opportunity to sell yourself, and your cause, to another person in the length of time that you might spend together in an elevator. A good elevator pitch is generally considered to be no more than 30 seconds.

But my ask is so much more complicated than I could possibly sum up in 30 seconds!

That might be true, but at the moment, your cause only matters to you. You don’t get 15 minutes to convert, you get 30 seconds.

Let’s imagine you are trying to explain a difficult concept to someone. You believe this concept to be EXTREMELY important. They have never heard of it and are not necessarily interested in learning about it. Are you going to hand that person a book on the subject? Or a pamphlet? The 1% of people who might be willing to read the book will surely become experts on the subject. But for everyone else, you will be lucky to get them to flip the pamphlet over before tossing it in the trash. You need to make your message simple, concise and extremely easy to digest.

Assuming that you can capture someone’s attention in your allotted 30 seconds, then you might get a chance to expand on the subject. The goal of an elevator pitch is not to cram as much information in it as possible, it is to ensure that you get them wanting to learn more.

Whether it’s a client, a potential investor, a friend or even a stranger on the street, your elevator pitch should end with you offering them your business card. If they offer theirs in return, even better. Make sure and follow up!

But I don’t have a business card!

Why not?! Business cards are cheap, easy to get and extremely important. They show the receiver that you take yourself seriously.

So how do I create an elevator pitch?

First of all, elevator pitches are not going to write themselves, flawlessly and in the moment. You should practice yours. Ask a friend or colleague to listen and critique. Recite it in front of the mirror if you have to! Just get used to sharing your pitch on a moment’s notice. If it takes you 15 seconds to collect your thoughts, you just lost half your allotted time!

When crafting it, try making a list of your bullet points.

  • Why is your company better than the competition?
  • Why should someone volunteer with you, instead of with a different organization?
  • Why is going to see your band better than catching a movie, or simply enjoying a quiet evening in?

If someone is properly engaged, you may have time to delve deeper into any one of your main points. The most important thing is that they walk away knowing that your company guarantees satisfaction. Or that you just won ethical salesman of the year. Or that your band was recently nominated for a Grammy.

Is that all?

Having a good elevator pitch does not guarantee success in your ask. But not having one all but ensures disappointment. So get to work.

Need help telling your story? Let’s chat.

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