Dave

Feb 08 2013

A Quick Hello From 10KaYear

The busier we get, the less we blog. Unless we are launching a blog. Then, the less we blog…here.

Announcing a new site: 10KaYear.com!

So Dave from Area 224 has been on a variety of breaks lately. Either it’s contract work, or other work, or launching yet another project.

And that was part of the inspiration for the new site – what if some of the things I’ve learned over the past (oh my goodness…) 7 years can be distilled into something you can put to good use?

Okay, that wasn’t all of the inspiration…

In the beginning of 2012, we partnered with a couple friends on the launch of NewFrugality.com – and that continues to go pretty well, thanks. But the tone over there is quite a bit different from what we’re envisioning for 10KaYear. For instance:

Find an Extra $10,000?

That might push the envelope just a little bit – or not far enough. At Area 224, we have focused on working with businesses that are a little bigger than just a mom and pop. And it’s a B2B-focused business we have – strategic communications advisors to emerging brands was our tagline before, and that’s pretty much true today. So if you’re the Area 224 client, $10,000 probably doesn’t seem like a lot of money.

But what if you’re everyone else?

Solopreneurs – the people who work by themselves, maybe occasionally tapping a colleague on the shoulders?
Small businesses that are doing six-figures but may never find themselves doing seven-figures?
And – this is probably the biggest group that will benefit from 10KaYear – the family, the single Mom or Dad, the retirees, the unemployed, the underemployed.

This is the money-saving and business advice site for everyone else.

Just a few days in, we think what we’ve talked about already is a good preview of what we’ll talk about in the days to come:

The Publishing Business Model – heck, everybody says they want to write a book, but does it really make sense? AND, the social media gurus who appear to always be launching their own book – can you replicate their “success?”

Finding Money in the Couch Cushions – we don’t really think that you can find $10,000 in your couch. But…well, we think we’ve got some cool tips in that post.

“Congratulations, Your Loan Has Been Extinguished” – it happens to some homeowners and it could happen to you. Really.

So there you have it…

Now you know a little about the absence from regular blogging here, and the tone and tenor of the 10KaYear.com site.

We’d love to have you “pay” us a visit. (Get it? It’s about money? I used the word “pay!”)

See you there.

Dec 06 2012

Sharpening Your Focus in the Final Month

NOW WHAT? It’s December…in addition to shopping and sending cards and all that…you have goals and you need to achieve them.

2013: Art? Travel? Something else? What’s on the list?

Less than a few weeks left in 2012 and, no matter what your goals are, staying focused is of the utmost importance.

How can you do that – especially in the wild, crazy social media world we’re in? Good question – and here are a few ways to stay sharp.

1. Visit the Right Kinds of Sites

Yeah, it’s easy to get pulled into discussions about things like the Fiscal Cliff. And then you start looking at the news coverage and believing that things are heading to heck in a handbasket…making it tough to, as CNBC says, “Rise Above.”

No matter your goals – new clients, a new job, or just finishing the year on a positive note – it’s important to avoid the time suck that can be the wrong kinds of websites.

We love using a 10-minute rule on surfing. Set a timer, surf with specific reading in mind, then move on.

Sites we recommend for this sort of thing:

Danny Brown is one of our favorites, and he has launched something cool called “Help Me Be Inspired.”

If you are studying the Social Media and Digital space, check out V3IM and the inimitable Shelly Kramer.

Communications and PR professionals just starting out can learn from industry veterans like the team at SpinSucks or Culpwrit (where they have a great post on your Personal Brand).

There’s a theme to these: they’re all tremendously positive sites – they’re not starting fights, rather helping to lift everyone up through real-world advice.

2. Don’t Be Afraid of Something New…

This isn’t about signing up for clients that will drive you crazy, or taking the job that you HAVE to take because, well, you HAVE to take it.

It IS about broadening your horizons just a bit.

Is there a project you can sign up for – even if that means you have to spend an extra hour a day learning Excel, or Photoshop?

Is there a side gig you should consider – because your downtime isn’t productive?

And, should you learn a new language – not because you have to, but because…you want to see if you can?

NOTE TO SELF: You have that Pimsleur Russian thing sitting over there. Fire it up.

3. 2013 Planning AND 2012 Finishing

Time to level-set, too. Some things won’t happen this year – but that doesn’t mean that they cannot happen next year.

Maybe the plan was to write a book – but there’s no way you can finish it now. That’s okay…just get it slotted in for 2013. BUT make sure you revisit the plan for this book-writing.

If the plan was to focus on money, you can visit sites like New Frugality and get tips.

Whatever you’ll miss the goal on for this year, do ask yourself if it’s important for next year. If it is, plan it.

Stay positive and sharpen your focus for the balance of the year. You’ll be glad you did!

By the Way…

If you’re up to learning something new – and that something is Digital Marketing – take a look at this top-notch class from 312 Digital. Use the code “Area224” and you’ll save $100.

Nov 15 2012

Stick a Fork in Negativity

Dave from Area 224 is on a break…from Facebook. AND…

I’m on a break from negativity, too. In fact, I want to stick a fork in it. Because…It’s done.

Fork In Road — Thanks, Girl-meets-art; used with Creative Commons License

Really, though, you can listen to outside forces that tell you everything sucks, or you can choose to ignore those outside forces entirely, and move the heck on.

I’m choosing the latter. It’s hopefully going to bring more positivity to my life.

So this isn’t a missive that says you should give up entirely on social media – considering the fact that a blog can be considered one of the pillars of your social media strategy, I’d be flying in the face of convention if I gave it all up.

But I’m taking a break from Facebook, and, even more importantly, from being so gosh darn negative.

Why, Dave, the sudden about-face? 3 Reasons:

1. Everyone’s life looks better than yours…

But, in real life, it isn’t.

I’ve always had a saying about business travel: Those that don’t travel for business are jealous of those who do. And those who do travel for business are jealous of those who don’t.

The old, negative me would look at a Facebook post and say “For the love of Mike, why are you traveling AGAIN? Shut. Up.”

The new, positive me…actually, I don’t want to make them envious of MY lack of travel – I mean, a Foursquare check-in from my living room seems rather much – but, there is something to be said for not having to cope with ANOTHER airline delay. Or a botched hotel check-in (which is much more serious than a botched Foursquare check-in).

People aren’t sharing their travel stories to spite you. Really, they’re not. They’re just…being “social.” It’s nothing personal.

2. The internet is filled with half-truths, lies, hyperbole, and so much more!

Hey, I bumped into one “internet-famous” person online recently who came clean. They used to make a lot of money, now they don’t. They used to live in a big house, now they’re not. They used to be married and now, well, they aren’t. This was someone that, in all candor, I would look to for advice, back when the perception I had of them was high-flying success.

Rather than grave dance on someone’s misfortunes – which is not only mean, it’s counter-productive – maybe there’s something to taking the high road?

Guess what? This sort of thing will happen, over and over and over again. The internet is a great thing: you can create the perception that you are both large AND in charge.

idog — World-famous cartoon. Copyright The New Yorker.

But, really. If you’re NOT the real deal, the world will find out. It may be tomorrow, it may be a few years from now.

My own take: “Who. Cares.”

Look, I’ve got my own problems, you’ve got your own problems, and we are (GASP) all in this together. Take what people say with a grain of salt…or a salt lick. Especially online. Easier to be positive that way.

3. Both sides just spent $2B to tell you the other one sucks.

It’s true: either your guy won or they lost, but, in any event, someone spent a whole lotta money to drill home the negative imagery.

Rather than belabor the point of how negative this campaign was, I’m choosing to focus on those things that ARE in my control.

It’s not about looking at a glass that’s half-full while you’re driving a car off a cliff – it’s more than that. Or maybe not.

In any event, I’m NOT sticking my head in the sand hoping problems will go away. That’s being ridiculous. Instead, I’m getting my head out of the sand and focusing on those things I CAN CONTROL.

And it starts with my mood. My perception. My positivity.

Join me. Please.

It might actually be fun!

Sep 04 2012

Metrics Don’t Matter

In typical Area 224 style, a whipsaw title followed by some unexpected takeaways.

Image of BBW Cover, adjusted for oilpaint effect

I received the latest Bloomberg Businessweek over the weekend, and, when I saw the cover (photo over there), I figured this was going to be an article worth reading.

It was.

The article is called “Everywhere Sports Profit Network,” penned by Karl Taro Greenfield. Here’s a link.

Suggestion: read it, even if you don’t like sports. (Actually, read it ESPECIALLY if you don’t like sports.)

[NOTE: For my money, some of the best writing on the planet is in this magazine. A bold statement, sure, but, if you’re a student of the business game, BBW is becoming a must-read. The other must-read is referenced in this article.]

There are some great tips on business contained in that article about ESPN – and I want to give you three takeaways. Plus, as a bonus, you’ll be able to glean why metrics don’t matter.

1. Every Stinking Platform Network

We could have said “Social” or swore in place of the word “Stinking.” But the point here is that they don’t think of properties in terms of whether or not they will translate to the small screen (or website or radio or magazine), they instead think of translating the property to everywhere possible.

Take this example from the article:

“The company has moved aggressively into new media and platforms, without regard for how they may negatively impact the old…

“ESPN’s $5.6 billion deal with Major League Baseball…is typical of the kinds of multiplatform rights packages the company now seeks to acquire. Not only will ESPN continue to televise regular-season and playoff games through 2021, it also gets radio rights, international rights, unlimited highlights and, most important, the right to stream all that content through its mobile applications.”

What does this mean for you, business person?

It’s not necessarily about “mobile,” or “social” – it’s about…well, it’s about thinking creatively about everywhere and everything and how it gets used.

Repurpose. Repurpose. Repurpose.

What you have sitting on the shelf may not be valuable to you right now – but if it gets repackaged, shared in a different way, or presented to a different audience – there may be something there.

2. The Event IS The Thing

When I was reading the article, I couldn’t help but think back to the 2010 World Cup. (Soccer.) ESPN decided to send its big talent to South Africa to cover the event – even though a couple of their big names weren’t soccer reporters.

WHY?

Think about NBC’s Olympic Coverage (covered here a couple weeks ago.) Now think specifically about Ryan Seacrest. Whether or not the guy knows boo about sports is beside the point: he brings that “Big Game Feel” that you want. If Ryan Seacrest shows up, there’s now the imprimatur. It is now a Big Event.

ESPN continues to go out of its way to make events into EVENTS.

[I know what you might be thinking: “Dave, it’s ESPN! They spent Billions on Baseball!”]

But that doesn’t mean that your next THING can’t be an EVENT.

In fact, as the article reminds us, this is the network that started in trailers and showed a lot of Australian Rules Football.

Over time, they created a look, a feel, a brand. There’s a “lagniappe” element to it – originally that something extra was…well, everything. Now, it’s a rabid, everywhere-sports-are-there’s-ESPN element.

3. Inject Personality

Which Metrics Matter to You?

Here’s where we bring back the title of this article. Metrics Don’t Matter? No, they DO matter. Just…the RIGHT metrics.

Bill Simmons (The Sports Guy, Editor-in-Chief at Grantland) has a personality. Sure, it’s not without its foibles – as all personalities are.

But without his personality and years of allowing that to shine through, there’s no Grantland.

And Grantland contributes to an ESPN metric called “users per minute:” the number of mobile users visiting ESPN. This reached a height of 102,000 in June. (60,000 of those were from Grantland.)

You’ve got to have a vision – which Simmons had for Grantland (sports, pop culture, etc.) – and you’ve got to have the personality (and personalities) to pull it off.

“Personal BRAND” may be a whole bunch of BS to you. And, in some respects, that’s okay. But Personality – that can be translated, and effectively so, into your business.

THE POINT: THE RIGHT METRICS MATTER

ESPN translates a combination of all three elements above – Multi-Channel Storytelling, Events, and Personality – into some crazy numbers on all the metrics that matter to THEM.

The fact that Compete.com – pictured over there – has Yahoo Sports (WHAT?) as the top-ranking sports media site is, frankly, of no interest to ESPN.

And the fact that some site ranks you as the 56th most popular social media consultant in Idaho shouldn’t matter to you, either.

ESPN is keeping advertisers happy with engaging content, but they’re only doing that AFTER they’re able to have an engaging value proposition.

YOU can keep your stakeholders happy by…

ASKING what business problem you can help them solve
CREATING a valuable way to solve it
COMMUNICATING that value through whatever it is that makes your business unique.

Go. Read the article, and make some magic happen for the metrics that matter for you.

Aug 31 2012

18 Things You Can Learn About Marketing From Clint Eastwood

You didn’t think we’d go there, did ya? Well, actually, we aren’t going there. Instead…

Everyone has gotten into the act, it seems. Not Clint Eastwood’s act (much discussed; his appearance at the Republican National Convention on August 30), but the “5 of these” and “10 of those” list act.

Inc. Magazine proves that these are popular – why, just look at this screengrab of today’s “Most Viewed” from the inc.com site.

And these sorts of lists were ON FIRE during the London Olympics, with just about everyone getting into the act.

My personal favorite was from friend and fellow marketer Olivier Blanchard, whose The Brand Builder poked fun rather eloquently at this phenomenon. Here’s the link: 10 Lessons or Something, Olympics, Blah Blah Blah.

News Flash: This is Not an “18 Things”…Post

Now that we drew you in with the clever title, what is it we’re really wanting to talk about?

How To Prove You’re Worth It

That’s right, we’re going to give you a couple of tips to prove – to your employer, to your client, to your prospective employer, to anyone – that you are, indeed, worth it. Here goes.

1. Don’t Compare.

Let’s say you’re jumping into the fray on some contract work, and you’re the leader in the clubhouse. How do you come up with a number that isn’t going to make them balk?

Start by not comparing yourself to established players, or competitors, or, for that matter, anyone else.

It’s easy to get caught up in the “well, if the big boys did this they’d charge X” game. But you’re not the big boys (or girls) and that is irrelevant in this conversation anyway, because you’re not competing against them. Even if you are technically competing with them.

It’s about communicating your own unique value.

2. Look. In. The. Mirror.

There’s something compelling about you. Something that makes you unique. Something that will win you this business, this promotion, this chance to prove to the boss that you can do more than just make coffee.

If you haven’t taken a good POSITIVE long look at yourself, then please do so.

3. Communicate the Value of Acting Immediately

Act Now, Operators Are Standing By!

They aren’t, but another way of looking at this…what is the cost of inaction?

(An interesting take is here from Fast Company: “The $1.3 Trillion Price of Not Tweeting.”)

Sitting on the sidelines costs people every day. It cost me: I was prattling on and on about how Groupon was over-valued, and how I’d buy a whole bunch of put options. I didn’t, those options would be valuable right now, and…well, it’s because I didn’t act immediately that I’m missing out.

This isn’t about whether hiring you (or giving you the promotion or letting you take a crack at the project) is better than hiring the other gal. (Or guy.)

This is about how ACTING NOW is the most prudent thing they can do, short- and long-term.

4. It’s About Contribution

We’ve talked to tons of people about their digital marketing, social media, public relations, communications, and general business strategy. Some have signed up with us, some haven’t.

But in looking back, the situations where we DID get the project were the ones where we were able to show what SPECIFIC CONTRIBUTION we would make. “Because we know X, Y, and Z, we can make an IMMEDIATE CONTRIBUTION to the success of the project.”

How will you contribute?

I’m not sure WHAT Clint Eastwood can teach us about marketing.

But I do know: You can prove that you’re worth it.