Will the Next Generation of IT Pros Need to Be Marketing Technologists?

Have you noticed that technology and marketing have begun to overlap? Tech gadgets that were formerly reserved just for geeks are now business tools for the masses. Years ago, early adapters were mainly tech guys. But today, most men and women are tech-savvy, which causes ripple effects in the workplace. Users have iPhones or Blackberries – and even scarier for IT – they know how to use them. Here are some areas to prove that the lines of technology and marketing are beginning to blur.

DATABASES & CRM

Databases are the unquestionable intersection of data and technology. The gold for many companies rests within their database of customer data, prospect data, and customer interactions. Who is responsible for researching database options, database creation (translation, coding), selection of database purchase if a customer relationship management system (such as, SalesForce) is an option, upgrades for the database, and data entry? There are countless skill sets necessary to accomplish all of these actions ranging from budgeting, coding, customer analysis, etc. The answer is that both technology and marketing departments must be involved.

SOCIAL MEDIA, WEBSITES & EMAIL MARKETING

Who is responsible for website design? While techs would argue that they own the coding responsibility for web design and maintenance, it is the responsibility of the marketing department to create promotional campaigns and track their effectiveness. For consistency, the marketing team needs to own all branding and outreach campaigns, and the website is only one tool in the marketing tool box. However, most marketers are not web coders nor do they wish to be – so the two teams must work together. Another tool within the marketing tool box is email marketing. Most techs believe that anything that involves the Internet and emails should be funneled through the IT department. And then, of course, there’s social media. Depending on a business’s product or service, the social media sites of Twitter, Facebook, YouTube, LinkedIn, and Flickr can be used to generate publicity. But, they can also cause harm. There is constant debate within many companies as to which department owns the sites and the responsibility to update their content.

NETWORK SECURITY & PRIVACY

Most companies have virus protection and other methods to protect their networks from harm, but do IT departments communicate with users? How many IT departments send email reminders about changing passwords regularly? What about communications to remind users to create different passwords for different purposes, e.g., a network password, an email password, etc.? What about explaining the need for a consistent company “voice” when participating on social media sites, e.g., Facebook company page, Twitter company page, and LinkedIn company page? Who is best suited to teach employees about network security and privacy concerns in a language that they will understand, and more importantly, follow? While not the ideal answer for information security professionals, the answer would have to be the marketing professionals because they are the most qualified to communicate and promote – those are their skills.

How have you seen the lines of marketing and technology overlap in your business?

Serve to Lead – What a Visionary Concept!

When a person studies great leaders, he or she gains insight as to how those great leaders confronted their situational challenges and management crises. Leadership expert James M. Strock studied Theodore Roosevelt and Ronald Reagan and wrote books featuring executive lessons from both, and as a result, developed a unique perspective for 21^st century leadership. His latest book, Serve to Lead, is a must-read.

There may be “born leaders,” but there surely are far too few to depend on them. Leadership must be learned and can be learned. ~Peter Drucker

With the premise that “anyone can be a leader,” readers are asked four questions:

• Who are you serving?
• How can you best serve?
• Are you making your unique contributions?
• Are you getting better everyday?

According to Strock, due to advances in technology, what was previously a transaction-based world has evolved into a relationship-based world. As a result, people are becoming more important – not less important, as the media would like us to think. Employees ranging from entry-level customer service agents to top leadership teams are critical in resolving problems, building rapport with customers and prospects, and maintaining brand integrity. For companies to be successful and endure for the long-term, employees need the tools to provide solutions. For example, if a shopper at a retail store is upset about a price difference when paying, the employee at the check-out counter must have the authority to resolve the situation. Without a doubt, this is leadership – refer back to the questions listed above.

Another theme throughout the book is that there is no universal leadership style. A busboy in a restaurant, a bagger at the supermarket, a technician who changes the oil in your car, as well as the VP of Sales at a company can all be leaders. They may inspire those around them, demonstrate accountability and own errors, improve the corporate culture, advocate for the corporate brand, or provide excellent customer service. But, the bottom line is that they can all be leaders.

Never tell people how to do things. Tell them what to do, and they will surprise you with their ingenuity. ~General George S. Patton

More details: http://www.jamesstrock.com

Follow James M. Strock on Twitter: http://twitter.com/JamesStrock

Follow James M. Strock’s Blog: http://servetolead.typepad.com

Watch the Serve to Lead Video on YouTube:

http://www.youtube.com/watch?v=3gE3OIWGPSw

Follow James M. Strock on YouTube:

http://www.youtube.com/user/jmstrock

Promote Serve to Lead: http://www.zazzle.com/servetolead+gifts

Social Media Isn’t Just for People – Ducks and Dinosaurs Do It Too

The week of February 7-11, 2011, is Social Media Week around the world. So, in honor of Social Media Week, it’s a good time to see who participates as well as evaluate the impact of these users.

While the mainstream media gives the impression that celebrities including Ashton Kutcher, Lady Gaga, and the Kardashians set the tone for social media, that isn’t accurate. The amazing thing about social media is that anyone can set the tone – he or she doesn’t need a million fans or followers. Individuals who promote their personal brands or specialty areas and companies who promote their products or services set the tone. From Twitter to Facebook to YouTube to Flickr to Quora to del.icio.us to LinkedIn, anyone can share content or photos or video – and become an overnight sensation.

Television can be referred to as social media 1.0 because companies promote their brands with commercials and event sponsorships. Consider Geico insurance, Energizer batteries, Travelocity, Michelin tires, and Aflac insurance. These companies appear on a regular basis on television. Consumers recognize the brands and purchase the products. They identify with the brands and make the decision to become brand-loyal consumers or purchase similar products from competitors.

Enter Twitter and Facebook, which I call social media 2.0. Thanks to these two websites, consumers now have an opportunity to communicate with these companies in a much more personal level than ever before. Of course, in the past, people called a company’s toll-free number and waited on hold (on ignore) forever. But, due to Twitter and Facebook, customers can voice their complaints and positive experiences in real-time 24/7/365 – and resolve whatever issue is pending. And if an issue is not resolved, the world can and will hear about it immediately.

Another unique marketing result of social media 2.0 is that companies just don’t assign everyday employees to be their voices. Creativity is the name of the game with social media. Consider these product representatives: the Geico Gecko, the Energizer Bunny, Travelocity’s Roaming Gnome, the Michelin Man, and the Aflac Duck – all of these brand icons have their own Twitter accounts and Facebook pages. Another interesting user of both Twitter and Facebook is Sue the T Rex, the largest and best preserved Tyrannosaurus Rex fossil currently residing at the Field Museum of Natural History in Chicago. By giving a voice to these icons, companies provide a way for customers to build relationships – and those relationships have the potential to create satisfied repeat customers.

So, does your company have a brand icon to engage new customers and retain existing customers in social media? If the answer is no, perhaps, it’s time to consider creating one.

Connect with these brand icons on Twitter and Facebook:

The Geico Gecko

http://www.twitter.com/TheGEICOGecko

http://www.facebook.com/thegeicogecko

Energizer Bunny

http://www.twitter.com/EnergizerBunny

http://www.facebook.com/EnergizerBunny

Travelocity Roaming Gnome

http://www.twitter.com/RoamingGnome

http://www.facebook.com/travelocity

Michelin Man

http://www.twitter.com/MichelinManUSA

http://www.facebook.com/MichelinMan?v=info

Aflac Duck

http://www.twitter.com/aflacduck

http://www.facebook.com/aflacduck

Sue the T Rex

http://www.twitter.com/SUEtheTrex

http://www.facebook.com/SueTheTrex

My Feet Aren’t Ugly & Other Things You Can Apply to the Workplace

Sometimes, things are just what they seem. But other times, there are interesting surprises lurking underneath. The book, My Feet Aren’t Ugly, written by Debra Beck, a devoted mentor for teenage girls, is targeted toward girls with the objective to build self-esteem. But, the book is much, much more because it also provides important business lessons.

One question posed is, “Do you talk badly about others or treat people badly?” This question can easily be applied to workplace settings. Consider how often co-workers behave in this negative manner. If this type of behavior starts in childhood, then we all must learn to be cognizant of our behavior as adults – and work to improve it when necessary. How can we be role models for children, teens, and young adults if we cannot control our behavior as adults?

Another theme featured in the book is integrity. How often do we question the integrity of others in the workplace? Unfortunately, the answer is too often. Again, this characteristic is molded early in childhood, but something must happen to warp some people’s integrity as they age. In childhood, lack of integrity may result in copying a fellow student’s test answers or lying to a teacher about incomplete homework, but in adulthood, one may lie about co-workers or even embezzle funds. It is never too late to make changes to improve one’s moral compass, but awareness as to the importance of integrity is crucial.

Acceptance and control are other themes. One can expect acceptance from others ONLY after one accepts herself or himself. If you, as an employee, constantly seek acceptance from co-workers or a supervisor or senior leadership, you may wait forever. You cannot control every aspect of your life. You need to do the best job possible each and everyday, and as a result, your talent will be evident – and you will be acknowledged. And your feet will be recognized for not being ugly (reference to the book’s title).

For more about Debra Beck: http://empoweredteensandparents.com/

Debra Beck’s Blog: http://empoweredteensandparents.com/blog/

Follow on Twitter: http://twitter.com/DebraBeck

Follow on Squidoo: http://www.squidoo.com/debrabeck

If women are influential consumers, shouldn’t they also be successful entrepreneurs?

This post may be directed toward my women readers, but male readers will also gain valuable insight. Do you feel like you’re in a rut? Are you bored in your job? Do you have a hobby that you wish you could turn into a business? Do you want to be your own boss? Well, here’s an interesting statistic from The White House Project: every 60 seconds, a woman starts a business.

If you dream of starting your own business, you need a unique product or service, dedication, enthusiasm, and lots of passion. But a primer would also be helpful. Kaira Sturdivant Rouda, brand creator of Real Living, has written an inspiring book that fits the bill: Real You Incorporated, 8 Essentials for Women Entrepreneurs. According to Rouda, the key to success is to be real: “Your values and your personality [must be] in sync with your business operations and its people.”

Despite reports from the mainstream media that the glass ceiling has shattered, the old-boys network still exists. Rouda challenges women to read business, leadership, and entrepreneurship books that talk DIRECTLY to women. The reason is simple: how many men talk about work-life and family-life balance? Another reason is that women seek out workplaces that reward employees, offer open communication instead of just an illusion, and understand the importance of families.

Rouda introduces a chart throughout the book to help the reader define and refine her competitive advantage. The RYI Chart allows readers to create detailed roadmaps for their business ideas with the following categories: passions, brand, company name, positioning, culture, customers, and gifts. Another key tool is the strategy map, which is comprised of a vision statement, human perspective, and brand promise. All elements are explained, and case studies are shared.

There are countless business books available to wannabe entrepreneurs, but many are dry and out-of-date. Rouda’s book is different because it immediately grabs the reader on page one and holds her interest until the last page. Don’t wait another minute…your business idea is waiting for you!

For more about Kaira Rouda:

Main Website: http://www.kairarouda.com

Connect on Twitter: http://twitter.com/kairarouda

Connect on Facebook:

http://www.facebook.com/pages/Kaira-Rouda-Books/125389587505763

Learn about Kaira’s debut novel featuring women entrepreneurs (available May 1): Here, Home, Hope: http://tinyurl.com/2eoas9e

Leadership Lessons from John Grisham’s Latest Thriller

I am a lifelong fan of the legal thriller genre, thanks in large part to John Grisham. I enjoy the legal issues, the courtroom drama, and the attorneys’ arguments. But after reading Grisham’s latest legal thriller, The Confession, I realized that this story was not just a classic Grisham thriller - it also provided leadership lessons. Don’t worry, this post will not reveal any plot spoilers.

One of the main characters, attorney Robbie Flak, demonstrated attributes of an inspirational leader. He led his team by clearly assigning and defining tasks, elaborating action plans, and leading meetings. But most of all, he demonstrated an open door policy of communication. Everyone on the team knew what was happening with the trial at all times. He did not keep secrets. He did not tell some people some aspects of the case and other people other aspects of the case. He was an inspirational leader because he understood the value of his team and the importance of their working together as a cohesive unit.

When trial preparations are in high gear, and then the ensuing trail gets underway, there is no room for petty squabbles among team members. The legal environment is not the place for disagreements, name calling, pouting, or any other form of inappropriate business behavior. In The Confession, those negative behaviors were non-existent because Robbie Flak’s leadership style set the tone. Yes, there was no doubt Robbie was a typical lawyer with a volatile temper, a tendency to be dramatic, and a charismatic presence. But, he was able to rein in his team so that they believed in him, believed in his cause, and wanted to help him succeed for his client.

How many leaders can talk the talk and walk the walk of inspirational leadership and achieve the same results?

Starbucks Joins the Logo Redesign Fray

By now, everyone has either heard or read the latest news announced by Starbucks. To celebrate the company’s 40^th anniversary, Starbucks has redesigned its logo. The corporate name (Starbucks) and the company’s main product (coffee) have both been removed from the logo, but the original image of the company (the siren) remains.

According to the Starbucks website, “The Siren has been a part of Starbucks from the beginning. Her image, originally derived from a twin-tailed siren in an old sixteenth-century Norse woodcut, was at the center of Starbucks original logo. She embodies Starbucks and our coffee – evoking coffee’s allure and its seafaring tradition.”

Over the last 40 years, there is no question that Starbucks has built an incredibly strong brand. The company serves coffee, food, and products in its stores around the world –more than 15,000 in 50 countries, according to the company’s website. In addition, Starbucks has created unique partnerships and sells products in affiliated locations other than its stand-alone coffee-houses, such as, banks and supermarkets. The logo represents quality coffee, a commitment to global responsibility, a dedication to creating and maintaining a diverse corporate culture, and creating a warm and welcoming place for people to connect.

If the mission of Starbucks is “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time,” why would Starbucks choose to lose the core elements of its brand when redesigning its logo? A green siren will not represent the company in the same manner as when the name and key product were included. The word Starbucks is critical to the company’s brand – or in other words, its connection to its consumers and fans.

If Starbucks wanted to change its logo as part of its 40^th anniversary celebration, perhaps, it should have added design elements that highlighted its mission – a person, a cup, or a neighborhood. However, the secret may be out: Starbucks hired the graphic design team from The Gap, since this logo redesign is reminiscent of The Gap’s proposed logo that appeared one week during October 2010, only to disappear the following week.

Read the announcement in Starbucks’ own words:

http://www.starbucks.com/customer-service/faqs/brand-evolution