Category: 5 Must-Read Posts

Have you noticed that the end of year activities are keeping us all busy? It certainly feels like the busy-ness of business is accelerating in the last month before year-end – and while this is normal, it feels faster, more jam-packed than previous years. Or perhaps I think this same thought each December!

But whether you are busy or not, these five must-read posts will save you a little searching and deliver you some quality information. Enjoy!

1. Katie Chatfield shares a great chart (and article) that steps you through the process of creating personas. The 10 Steps to Personas by Dr Lene Nielsen helps you link people with stories. Nice.
2. Tara Hunt reminds us to Measure the Impact, Not the Influence – that is, look at the outcomes that your programs deliver, rather than the raw numbers. Remember, reaching a person interested in what you have to offer is more important than reaching many who are disinterested.
3. In the lead-up towards the end of the year, many of us are focused on sales. Drew McLellan asks, What Are Your Sales Mistakes Costing You. You may be surprised to find out.
4. How does recommendation and reputation work? Valeria Maltoni explains the real value of reputation.
5. And on the topic of people, recommendation and sales, check Ross Dawson’s presentation on The Future of Sales is Social.

Over the last week there has been plenty of discussion around the concept of intellectual property – who owns it and who gets paid for it. Is intellectual property the pursuit of businesses or individuals – and how do we (as brands, marketers, innovators, consumers) tap into this? Do we consider this work or is it just part of the fabric of life? These five must-read posts seek to answer some of these questions! Enjoy:

1. Katie Chatfield loves “free” but argues that we need to also reward the creators, the innovators and the artists. Couldn’t agree more.
2. Gareth Kay is working a similar theme – showing how artist revenues are increasing in this era of “file sharing”. Seems the real value lies in the story telling and re-telling.
3. Ever wondered what makes a story come to life? For me, it is in the telling and retelling. That’s where passion comes in. John Hagel digs into the nature of passion and how it manifests. Gold.
4. What does passion have to do with our work? Luc Debaisieux shares a presentation on the Future of Work.
5. And if you have a couple of spare minutes to watch a video, Joseph Jaffe suggests that it’s better to give than receive.

In the last week there have been a plethora of posts looking at short term futures – what’s ahead of us, what it takes to get there and even some suggestions of how real change takes place.

There’s Plenty to read for marketers on the client and/or agency side.

1. In this Ad Age article, Jacques-Herve Roubert suggests that Digital Agencies are Ready to Lead when it comes to engaging clients, creating campaigns and building their clients brands.
2. Neil Perkin explains that it could just be social media that saves mainstream TV. In The Socialisation of TV, Neil suggests that scheduling and viewing are coming together via social back channels – but wonders whether on-demand viewing will shift the way this works (and where the power lies).
3. Mitch Anthony has a great post uncovering the logic of deep change – digging into the work of John Hagel, Lang Davison and John Seely Brown. I am a big fan of the thinking behind the Big Shift – as well as the concept that the edge transforms the core. It’s like where philosophy and marketing meet – what’s not to love?
4. In amongst all the noise that comes with marketing, advertising and social media, sometimes – as an industry – we go beyond the talk to do something that is really worthwhile. Tim Burrowes points to some excellent recent efforts to have emerged in recent weeks. I would like to also add that in the last week, The Wayside Chapel has been saved from its funding and building crisis. Great stuff.
5. While this was not published last week, it is the first time that I have come across Jack Cheng’s blog – and wanted to make sure I shared it with you all. Some great, deep thinking here – as well as practical advice. Just take a look at what you can learn in 30 minutes a day. Dig deep.

As we start to bask in the long shadow of the calendar year, many people begin to look to their futures. For the aspiring graduate, that means internships, the first job and kick starting a career. For others it’s about life, family and even career change. Does this sound like you? If so, these five must-reads from last week will be right up your alley!

1. Julian Cole shares some tips on just how to land yourself an internship.
2. Zac Martin, freshly minted himself, suggests that blogs are the way to go – at least for some of us.
3. Matt Granfield reminds us that for every job in marketing/advertising/social media there are thousands of graduates. How do you stand out from the crowd? Take a look at his 10 step process for getting a job in social media.
4. Alan Jones talks work and life balance and shares seven steps to finding your dream job.
5. And if you are wondering whether it is time for a new job, you might want to take Ellen Weber’s Workplace Wellness test and see how your place of employment stacks up.

While I have been tied up with the impending launch of The Perfect Gift for a Man (the #ManWeek book I have been putting together with Mark Pollard and large doses of help from Ashley Ringrose), I have still managed to read a bunch of good thinking over the last week. Here are five posts that will change your life – maybe:

1. The Big Yahu himself, Alan Jones, reminds us to let our users show us the money … that your customers will find the optimal use of your product (even if you think it does something else). Take a look at xtranormal – there’s opportunity there for smart content marketers.
2. This will probably end up as a post in its own right, but Adrian Ho has a fantastic wrap-up of the recent Planningness conference, and shares videos, examples, presentations and his insights around what NO LONGER works in planning and some of the potential solutions. You really MUST read this one.
3. If you are involved in social media, then no doubt you are already a regular reader of Chris Brogan’s excellent blog. You will also know that this post on ways to be human from a distance is a perfect explanation of what you need to do to start showcasing the person behind your brand.
4. I have loved books and CDs – not just for their intrinsic interest but also for the way they broadcast (to a small audience) our sense of identity. Mark Earls suggests that this aspect of social identification may be what’s holding back wider adoption of eBook readers.
5. They say that the one constant thing in life is change. Think about what has happened in your life, in your industry and across the world in the last 5, 10 or 15 years. Why are we then, so surprised or so resistant to change? Drew McLellan shares an excellent revamped video on the Did You Know theme with some amazing facts and figures.

Over the last week I have been particularly fascinated by the concept of “a name”. This is not anything new (I have been reading and re-reading On the Name by Derrida for years), but interestingly, a number of posts have surfaced over the last week that made my reading ears prick up. Hope you enjoy these five posts from last week:

1. Isn’t interesting the way we use the word “traditional” for an approach that we are beginning to find outdated? Katie Harris asks Traditional vs what? – and while her question focuses on market research – apply the same thinking to your own field of expertise. Which words are you promoting and which are you denigrating? And why?
2. How do you sell without selling? Valeria Maltoni explains what is meant by a “value exchange” – building your name, your reputation and your brand at every touchpoint so that when your customers are ready, they already prefer what you have to offer.
3. Gordon Whitehead digs into the marketing department (again!) to ask whether it is time to change the role of the Brand Manager to that of a Brand Advocate.
4. What does your work mean to you? Is it just a word, an output, a check in the box? Maryam shares the story of a man whose work runs much deeper.
5. Ever wondered what the R stands for in the term “social media revolution”? Julian Cole explains – it stands for Rubbish.

Another week has passed with a brimful of sterling posts from around the world! First stop – in case you missed it – is the US with KD Paine’s excellent measurement blog – but keep reading, there’s more goodness in store for you!

1. We ALL know it, but sometimes it takes a big brand name or an analyst group to crystalise our thinking. KD Paine points out that it’s PEOPLE not TOOLS that matter when it comes to measurement – and Forrester and Google agree.
2. Sean Howard then serves up another dose of measurement goodness, exposing the Myth of Social Media Measurement.
3. Mandi Bateson shares a case study for the 7 Days in Sydney campaign for Tourism NSW. Check it out.
4. Mark Pollard delivers a massive post and a great read around the way that Google Insights can be used to drive your digital strategy – shedding some light on the efforts of some big brands here in Australia
5. Ian Lyons – the man who is always ready with a gadget and an idea – has launched his new website – Quick Smarts. Check it out for the kind of tips, tricks and ideas that make your boss gasp!

There is just so much good quality material flying around this week it is hard to contain my list to just five. But here goes:

1. Scott Monty serves up Fear and Loathing in Social Media – and steps us through the 5 Stages of Social Media Grief (your brand or your brand manager will need to go through these five steps before realising that yes, social media is here to stay)
2. I am sure you have seen those ragged, half-alive social zombies – the social microsite that is left to hang in cyberspace long after the campaign finishes. Armando Alves suggests we should clean up the mess we made in the first place!
3. Angus shares a way to claim your expensive meal even if you lost your receipts.
4. Sometimes rather than writing more, maybe we should just stop. (Hmmm, could be a problem for me). Amber Naslund takes her time to consider how to take the conversation to a new level.
5. You were always on my mind – or why David Gillespie thinks, rightly, that good branding is not about being top of mind, but being embedded in culture and behaviour.