Book Review: The Business of Winning

Tuesday, October 28, 2014 Posted by

the-business-of-winningThe Business of Winning by Mark Gallagher is probably the business book I need to defend reviewing the most. It was also the most fun to read. Little known fact, I used to be a massive Formula 1 fan. Even beating the boys in a F1 tipping contest. Unfortunately Australian timezones aren’t conducive to watching races at midnight and holding down a day job. A move to the States didn’t really help either.

Back to The Business of Winning. I pounced on this when it came on NetGalley. Mark Gallagher started off as a reporter covering Formula 1 before moving into PR and comms, before executive management. His 30 year career means he worked with the greats of Ayrton Senna, Murray Walker, Damon Hill, and a fanboy of Michael Schumacher. Shush, I still have a little bit of a crush on Jacques Villeneuve. Schumi favoritism sticks out.

I’m getting off track. Hey, I did warn it was a fun read. This book is actually a hard one to review as a business book. Yes, it’s filled with real examples of the need for communications, and branding and innovation, however it’s much much more than that. It’s probably about 80% memoir and 20% business book. That mix will, unfortunately, be a hindrance to mainstream success. It will definitely limit the audience.

Each chapter has a different focus: leadership, brand, performance management. It’s a chapter of themed memoirs, with bullet points at the end linking the memoirs back to lessons learned. Sometimes I had a little trouble recalling the focus for the chapter, but I did read an unedited proof (thus messy formatting) and was spasmodically reading in between school for the semester and starting a new main gig.

The memoirs and examples are brilliant. Really, I would read this just as a memoir. I loved hearing the behind the scenes of races I watched, and hearing the paddock gossip. It is naturally very Jordan heavy; that’s where Mark spent most of his career. This was also the racing era when I was following, so I loved it for that.

Who is The Business of Winning for?

It’s for F1 fans in business. I’m not sure there’s enough business for anyone else. It’ll be more useful and successful in Europe where there is a decent F1 following. I accept that Seattle won’t get a signing. Darn.

Buy it, read The Business of Winning and tell me if you agree.

And Mark, if you write a book about the time Eddie Irvine was renting your room, I’m buying multiple copies.

Share, Learn and Meet on facebook with TapDancingSpiders

Tuesday, October 7, 2014 Posted by

Learning-on-facebookDid you see it? In the top right menu? that new little facebook button. TapDancingSpiders is now on facebook. Woohoo!

The facebook page has been a long time coming because I wanted to have a strong strategy behind it. There are so many marketing agencies and consultants just pushing self-promotion or sharing random content, and I didn’t want to add to the clutter. Plus, it would be hypocritical to go against my own advice, not to mention I’m too lazy to manage a profile for the sake of having an extra one.

So what is the strategy behind me being on facebook?

I want to make this all about you. I want to facilitate a place where we can learn and share ideas together. Digital marketing isn’t an exact science and we all have different backgrounds, experiences and education. I’m hoping that by sharing case studies and dilemmas to discuss we can bring together all the ideas and learn from each other.

What do you think? Are you in?

Pop on over to facebook, like the page and join the conversation. We’re currently looking at strategies to deal with unhappy customers who turn internet troll.

Let me know what you think, either in the comments or via email.

I hope you enjoy it.

Marketing Campaign Round-Up

Sunday, October 5, 2014 Posted by

When was the last time you saw a brilliant marketing campaign? How about a not-so-brilliant one? I’ve seen a few around Seattle that fit each category.

First Aid Shot Therapy

No one likes a migraine, or even a hangover. First Aid Shot Therapy have a new treatment and a very innovative way to get the word out – while concurrently creating brand evangelists. If you live in Seattle or Boston and tweet about your migraine, hangover or just a headache you’re likely to get a response offering a sample pack of their new medication delivered to you, that day, for free.

The package is rather impressive too. It has samples of their headache remedy, and their stomach relief treatment. You can see the gorgeous box, filled with the medical background on their new treatments. Apologies for the missing one. I had a migraine.

First Aid Marketing Campaigns

I love their use of real-time marketing and it’s really not that hard to do. Many social media management platforms allow you to set up keyword searches within a specific geographic area. That’ll pull in your data set, then you have their profiles (and maybe Klout score) to qualify who should be approached. First Aid Shot Therapy asked for addresses via direct message, offering privacy but also increasing follower counts. Both parties need to be following each other to direct message on Twitter. The end result was influencers saying this new product is great. Much more valuable than a newspaper ad.

 ReadyPulse

Seattle has always been a little different for marketing campaigns. I don’t think I’ve ever seen agencies advertising jobs on billboards or buses in any other city. Therefore ReadyPulse’s low cost and low-key outdoor marketing campaign shouldn’t have been a surprise. ReadyPulse has a marketing suite (their jargon) that helps you recruit and manage ambassadors and sponsored athletes online. A valuable and important tool, that’s not being offered by many.

I’m assuming it’s part of the Silicon Valley company’s push into Seattle (my jargon), and very creative. They’re taped flyers to power poles in downtown Seattle streets. I’m not sure how far they’ve spread, but I’ve mainly seen them between a major transit spot and South Lake Union, i.e. Amazon and a sea of start-ups. The flyers are too swish to be mistaken for the usual house to rent ads.

ReadyPulsePulseReady

Forever 21

Here’s my not-so-brilliant marketing campaign. Apologies for the not-so-brilliant photo. The window was clean and iPhones have great cameras. In hindsight, I’m not sure if this is a bad campaign or just a representation of current society. And not in a positive way. Forever 21, the teen to young adult clothing company has a new Barbie range. My first disgust was that they chose to have a Barbie range when Barbies are being ridiculed as poor role models for young girls. Then I thought of some young 20-something women I know. There is a trend of regressing back to childhood, so maybe this was a genius move and I’m just too old.

Barbie Marketing Campaigns

 

What brag-worthy campaigns have you seen recently? Please share in the comments.

Hootsuite University – A Special Offer

Sunday, September 21, 2014 Posted by

HootSuite Certified ProfessionalIt looks like you’ve forgiven me for sharing so much Hootsuite content. That’s good because they’ve just released a promo code for Hootsuite University.

If you’ve been curious about Hootsuite University or are already certified, add GETAHEAD to the billing page to save 20% for the next six months. The certification is useful and a great thing to show you’re a knowledgeable social media manager, but the real value is in the additional resources. The ever-growing lecture series and social media courseware. The social media courseware gives an additional seven courses with exams to hone your skills. The lecture series includes 20-30 minute videos on a range of focused topics. Presenters include Mark Schaefer and Charlene Li. Eek, writing this makes me sound like I’m channelling Grammar Girl’s sponsorship spiel. The only payment I get is the love and adoration of you all to be able to save money, and the Hootsuite Community Managers for sharing the promo.

Seriously though, if you’ve been considering it, use the Hootsuite University code GETAHEAD by October 15, 2014. It’s billed in monthly increments, but works out to be $99 for six months of access to a brilliant educational resource. If you’re unsure, here’s my last post on my certification.

Hootsuite Ambassador Video

While we’re chatting Hootsuite, the new ambassador video was released yesterday, in time for next week’s Social Media Week, and it includes me! Check it out and I’d love for you to apply to join the team. It’s a lot of fun and I adore my fellow ambassadors around the globe.

If you have any questions about Hootsuite University or the ambassador program, ask in the comment or tweet me.

So you want to be a Social Media Manager

Monday, September 15, 2014 Posted by

Social Media ManagerI know I post a lot referencing Hootsuite, but so much of their content is on topic. Plus, as an Ambassador I get sent blog posts and Slideshares. Very convenient for when I’m in the middle of a semester, like now.

Recently I’ve been asked by a few people how to start a career as a digital marketer. I am working on a larger post, but Hootsuite has just released How To Be A Social Media Manager And Excel At It on Slideshare and it covers many of the same skills. Or should I quote it as hats?

This guide is great because it details the main skills needed to be a social media manager. Some are obvious, like community management and content curation, but being an expert social media manager is more. It’s lots of listening, and coaching and math. Yes, there’s lots of math. Other aspects of digital marketing as similar, whether it’s email, or websites, or SEM.

So until I can write up a proper digital marketing manager post, check this out.

How to be a Social Media Manager from Hootsuite