Sunday, September 30, 2018

Infographic: 11 essential skills marketers must hone

Marketers must be willing—and able—to adapt and grow in their profession.

[RELATED: Join us at Microsoft HQ for the 10th anniversary of our Employee Communications, PR & Social Media Summit]

Lines continue to blur between marketing, PR and social media management. The content landscape remains crowded and technology is developing at a breakneck pace.

More than ever, “brand manager” is an all-encompassing job title that includes tasks such as social media management, tracking data, crafting engaging content and driving conversions.

Maryville University takes an in-depth look at the importance of these and other skills that brand managers must possess in today’s rapidly evolving industry in this infographic.

It includes:

  • Content marketing is a crucial skill for marketers, but while 86 percent say they use it in their strategy, only 36 percent say their expertise is “sophisticated” or “mature.”
  • Social media marketing is another area of expertise to develop, as 70 percent of Gen Z purchases their products or services on these digital platforms.
  • Tracking user experience and the customer journey is essential for boosting sales and building customer loyalty.

Consider the full infographic below for additional techniques to add to your marketing repertoire.





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Meet the Real Estate Tech Exec: Scott Lockhart from Showcase IDX

In our latest real estate tech entrepreneur interview, we’re speaking with Scott Lockhart from Showcase IDX. We’re thrilled to have him as a member of Geek Estate Mastermind.

Without further ado…

What do you do?

I’m the CEO of Showcase IDX… which means I wear a lot of hats, probably too many right now. We have a small team and that means I have to fill in gaps when and where they are needed as we continue to grow fast. In addition to doing typical CEO’y things running a company, I’m also the main product/UX designer and evangelist for Showcase IDX. Which means I’m constantly talking to agents, team leaders, brokers, owners and other tech companies about what they need for their business to succeed and in particular what they struggle with… then I try and distill that into a product that our customers and consumers get real value out of. So far, so good.

What problem does your product/service solve?

Showcase IDX solves the widespread problem of having mediocre search experiences on agent and team websites. It’s our belief that by giving consumers a better search experience, that is more like the experience they get on large portals, we can be more successful in adding value (and business) to agents through their own website.

“Meh” search and consumer experiences are such a widespread problem for agent and team sites that some folks in the industry have, for a while now, gone on about how agent and broker websites are a waste of time and money… but I couldn’t disagree more. I mean, bad websites ARE a waste of time and money, but don’t throw the baby out with the bath water. Not all agent and team websites or search experiences have to be bad.

In fact, with the rise of diversified online and offline marketing, and social advertising, the need for a home on the internet (website) that the agent owns and has full control over, that they can point all their marketing to, where they can reinforce their brand and value proposition, has never been more essential and will only continue to be for professional agents well into the future.

What are you most excited about right now?

The future of the industry… and how technology will impact helping people finding and selling homes. Not that you asked, but the thing I’m least excited about is the upcoming Atlanta Hawks season. It’s going to be utterly miserable. But I digress…

What’s next for you?

Right now we’re growing fast organically, mainly by word or mouth… So I’m very excited to be adding a sales team and really getting after it on the sales side of things, now that our product is in a really good place. There’s some other exciting stuff on the horizon that I can’t really talk about just yet, but are the realization of us trying to solve big glaring problems/opportunities in the industry. We’re probably going to surprise a few people.

What’s a cause you’re passionate about and why?
I’m really passionate about equal rights and opportunities for all… I think a lot of what’s wrong with this world comes from inequality and lack of understanding in terms of so many things, whether it’s prejudice based on gender, race, sexuality, religion, education, or age.

Equal rights for all doesn’t mean rights for some at the expense of others, or that everyone needs handouts to gain equality… It means that we all should have the opportunity to choose how we want to live our lives without things about us that are out of our control (like where we grew up, who our parents are, or what we believe) impeding our opportunities. The struggle is real out there for people who want to make more out of their lives to “succeed” enough without stuff that you can’t do anything about getting in the way.

Meet The RE Tech EntrepreneurThanks to Scott for sharing her story. If you’d like to connect, find him on LinkedIn here.

We’re constantly looking for great real estate tech entrepreneurs to feature. If that’s you, please read this post — then drop me a line (drew @ geekestatelabs dot com).

The post Meet the Real Estate Tech Exec: Scott Lockhart from Showcase IDX appeared first on GeekEstate Blog.



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Saturday, September 29, 2018

How to break down silos with internal scouting excursions

It’s a vicious circle.

Workplace silos hinder interaction with other groups and individual colleagues; therefore information isn’t exchanged, and ideas wither.

That paucity of creative thinking puts a steep premium on innovative thoughts, so people become loath to reveal them to others, and the silo walls get thicker—and the thinking gets even narrower.

What if, instead, you created a vibrant circle? Envision an exuberant network of colleagues who, because of their discrete areas of expertise—not despite them—would exchange information and insights, posing “outsider” questions about how things are done, and why.

Consider the “experiment” of “The Most Unknown,” a 2018 documentary that pairs scientists from different disciplines—psychology, astronomy, physics, microbiology and more—in a chain spanning the world.

Though each scientist has a specific objective as he or she posits and explores, tests and analyzes, the common purpose is to widen our collective understanding of life and our place in the cosmos.

Quests for new information

Early in the film, an American microbiologist and an Italian physicist discuss “dark matter”—the as-yet undiscovered. That means comparable yet distinct things to each of them. For her, it’s the tens of trillions of unknown microbial species; for him, it’s countless unidentified particles.

After their days together, exchanging ideas and discussing work processes, the physicist travels to Brussels to meet with a cognitive psychologist, who says of their common yet disparate pursuits, “Whatever happens happens. There’s always something to think about.”

[RELATED: Join us at Zappos HQ for our Role of Communications in Creating Best Places to Work Conference.]

Days later, he will move on to the next chapter: interaction with an astrobiologist in a Nevada desert.

On and on it goes, until these arcs of knowledge come full circle.

From the lab to your workplace

Imagine applying that approach in your organization. Think of all the different job functions, duties and protocols that in some way contribute to the betterment and advancement of your company.

Think how the application of one department’s workflow could spotlight obstacles and, ultimately, streamline processes in another. Consider how the posing of key questions from new perspectives might spark colleagues’ synapses and offer that “eureka!” moment that adds 10 percent or even 30 percent to the bottom line.

How do you do that?  Cross-pollination.

Each week, have one member from Team A shadow members of Team B. That seems easy enough.

Here’s the tricky part: Make sure everyone understands that no question nor observation is off-limits. Given that understanding, guest staffers should nonetheless pose purely informational questions.

For example, “Why does the design phase precede the editing phase?” rather than, “What numbskull came up with this half-witted procedure?”

The power of hypotheticals

Also encourage “What if ... ” questions. The answers to those can be revelatory for both parties.

The following week, Visitor B spends time with Team C.  Eventually, Visitor H (or Q or V, depending on the size and eclectic nature of your organization) makes it around to Team A.

Once that week concludes and Visitor H has shared insights with the rest of Team H, gather all those visitors to offer their thoughts—the insights drawn from their scouting expeditions—with the others. Have another person (not one of the scouts) record notes, on paper or on a whiteboard, for discussion then and later. Identify and examine the aggregate knowledge that emerges.

Thereafter you might start the process anew, with a new cadre of scouts/visitors zigzagging: Visitor B to Team G, Visitor G to Team D, Visitor D to Team A, and so on, repeating the sharing process at the conclusion.

Beyond the information that will be exchanged, bonds between disparate groups will form as mutual understanding increases.

Practical concerns

You might think, “Gee, a week seems like a long time for this.”

Maybe it is, for your company. Maybe your staff is already stretched thin. If so, try it instead for two or three days per visit.

Going for a week, though, serves a few important purposes:

  • People get to know (and trust) each other better.
  • The scout can see how a full workweek flows in that other environment.
  • Ideas and questions have more time to percolate.

Wondering how you can spare that much person power over the course of a year?  Cut out two meetings a week, and you’ll recoup all or most of those staff hours.

You’ll also streamline processes and reveal untapped sources of expertise.

You’ll have broken down those silos and replaced that vicious circle with something to promote collaboration and engagement: a victorious circle.

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Friday, September 28, 2018

Infographic: How communicators can motivate colleagues

Conveying information is the easy part of communication; getting people to do things is the harder bit.

How can you be more persuasive without being invasive? What’s the secret to communication-driven motivation? Happify has created an infographic that offers science-backed tactics to help you inspire, motivate and encourage colleagues to take action.

[RELATED: Discover the secret to creating workplaces employees love]

Happify offers a slew of tips for communicators, including:

  • Say “thank you.” Citing data from John Templeton Foundation, the infographic says: “Eighty-one percent of employees said they would work harder for a boss who appreciates them,” and “Seventy percent said they’d feel better about themselves and their work if their boss thanked them more regularly.” Despite widespread worries over ingratitude, the same survey found that just 10 percent of workers polled “regularly thank their colleagues.”
  • Behold, the power of pizza. The graphic cites a study that found pizza to be a better motivator than cash. This particular study found cash to be the third-best form of workplace motivation, just behind “compliments from the boss.” So, if you’d like to add more pep to your people’s step, don’t skimp on the pep talks, pepperoncino and pepperoni.
  • Mind the three M’s. Encourage people to master new skills on the job, facilitate meaningful membership to build workplace relationships, and emphasize the meaning of people’s work.
  • Be generous with rewards and recognition. The infographic suggests rewarding teams instead of individuals. According to the piece, “Research shows that rewarding group efforts fosters increased performance, but rewarding individuals does not.”
  • Emphasize internal amity and teamwork. Feeling that your work helps those around you is a strong factor in employee engagement. Communicators should strive to forge substantive internal connections and symbiotic collaborations.

You don’t need Tony Robbins-esque charisma to be a persuasive communicator. With a bit of science and strategy on your side, you’ll be motivating colleagues and inspiring change in no time. Review the rest of Happify’s infographic to get started.




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Facebook rapidly responds to data breach affecting more than 50M users

Facebook has taken a page from recent crises in its recent response to a security breach.

On Friday, Facebook revealed that a data leak occurred on Sept. 25, which affects nearly 50 million accounts.

CNN reported:

The attackers exploited a feature called "View as" that lets users see their Facebook page the way someone else would. They could then potentially use it to take over the accounts and use them exactly as if they were the account holders.

… More than 90 million users were forced to log out of their accounts on Friday for security reasons. Users do not need to take any additional security precautions or reset their passwords, said Facebook. All logged out users will receive a notification about the issue from Facebook.

[FREE GUIDE: 3 things you (probably) didn't know about crisis communications]

In a Facebook Newsroom post, the platform’s vice president of product management, Guy Rosen, wrote:

People’s privacy and security is incredibly important, and we’re sorry this happened. It’s why we’ve taken immediate action to secure these accounts and let users know what happened. There’s no need for anyone to change their passwords. But people who are having trouble logging back into Facebook — for example because they’ve forgotten their password — should visit our Help Center. And if anyone wants to take the precautionary action of logging out of Facebook, they should visit the “ Security and Login” section in settings. It lists the places people are logged into Facebook with a one-click option to log out of them all.

In the blog post, Rosen outlined the steps Facebook took—and will take—to rectify the situation:

Here is the action we have already taken. First, we’ve fixed the vulnerability and informed law enforcement.

Second, we have reset the access tokens of the almost 50 million accounts we know were affected to protect their security. We’re also taking the precautionary step of resetting access tokens for another 40 million accounts that have been subject to a “View As” look-up in the last year. As a result, around 90 million people will now have to log back in to Facebook, or any of their apps that use Facebook Login. After they have logged back in, people will get a notification at the top of their News Feed explaining what happened.

Third, we’re temporarily turning off the “View As” feature while we conduct a thorough security review.

This attack exploited the complex interaction of multiple issues in our code. It stemmed from a change we made to our video uploading feature in July 2017, which impacted “View As.” The attackers not only needed to find this vulnerability and use it to get an access token, they then had to pivot from that account to others to steal more tokens.

Since we’ve only just started our investigation, we have yet to determine whether these accounts were misused or any information accessed. We also don’t know who’s behind these attacks or where they’re based. We’re working hard to better understand these details — and we will update this post when we have more information, or if the facts change. In addition, if we find more affected accounts, we will immediately reset their access tokens.

Curtis Sparrer, principal of Bospar PR and crisis communications leader, praised Facebook’s crisis response:

Facebook has finally learned from its mistakes in crisis communications. Instead of waiting months or years to disclose bad news to the public like they did in the past, Facebook did the right thing and alerted us now. Our research shows that most Americans expect companies like Facebook to reveal such breaches in a week’s time and actually reward companies for being responsive and transparent. We hope to see this trend continue.

A transparent and well-laid-out crisis response can give your organization a leg up on rebuilding trust with stakeholders—especially if you respond sooner, rather than later.

Though Facebook’s response time was praised, several crises might require more rapid communications.

A Bospar and Propeller Insights survey revealed that nearly 35 percent of U.S. consumers think that 24 hours is too long for organizations to wait and respond to crises, followed by 29.3 percent of consumers who think that 48 hours is too long.

What do you think of Facebook’s response, PR Daily readers?

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The 5 most popular stories on PR Daily this week

McDonald’s removes preservatives as part of its ‘food journey’

It might not be health food, but McDonald’s wants you to know it is making its menu healthier.

The burger chain made famous for its fast service—and reviled for food practices including the use of warming bins, flash freezing and additives—is taking steps to address consumer concerns. The company has been on “a food journey.” toward an updated, more transparent menu.

The latest step is to remove preservatives from its burger offerings.

It wrote in its newsroom:

Since 2014, McDonald’s USA has been on a food journey. We’ve been laser-focused on using our size and scale to implement meaningful changes across our entire menu, changes that we know are important to our customers, our franchisees, our people and our planet. We’ve evolved everything from when we serve certain items, to how we cook our beef patties, to the ingredients we use across our menu. And now, we’ve taken that journey to new heights.

On September 26, 2018, we announced that all of our classic burgers have no artificial preservatives, no artificial flavors and no added colors from artificial sources. Our pickle contains an artificial preservative, so skip it if you like.

The change will impact McDonald’s hamburger, cheeseburger, double cheeseburger, McDouble, quarter pounder with cheese, double quarter pounder with cheese and the Big Mac.

McDonald’s says the move is important to better serve customers.

“This development demonstrates our commitment to leading with the customer and building a better McDonald’s,” said Chris Kempczinski, McDonald’s USA President. “We know quality choices are important to our customers. From switching to 100 percent fresh beef in our quarter-pound burgers, cooked right when ordered in a majority of our restaurants, to removing artificial preservatives in our Chicken McNuggets®, we’ve made significant strides in evolving the quality of our food—and this latest positive change to our classic burgers is an exciting part of that story.”

This isn’t the first step McDonald’s has taken to remove artificial preservatives from its food and is part of a wider industry movement away from these ingredients.

[RELATED: Join us at Microsoft HQ for the 10th anniversary of our Employee Communications, PR & Social Media Summit]

CNN reported:

McDonald's is following an industry trend toward healthier food. Companies like Taco Bell, Subway and Panera Bread have all recently moved to nix artificial ingredients from their menus.

In 2016, McDonald's eliminated artificial preservatives from its McNuggets and ditched high fructose corn syrup in its buns.

Earlier this year, the company replaced frozen beef with fresh beef in its Quarter Pounders and rejiggered its Happy Meal offerings with healthier options, like milk.

McDonald’s shared the news on Twitter:

Some one Twitter weren’t moved to change their opinion of McDonald’s:

Some went so far as to ask McDonald’s to keep the preservatives:

Others welcomed the change:

Others seemed skeptical that McDonald’s was just engaging in wordplay:

However, McDonald’s other efforts lend credence to the move.

Bloomberg wrote:

The Golden Arches has been on a mission to clean up its menu since Steve Easterbrook took the helm in 2015. It switched to fresh, instead of frozen, beef for its Quarter Pounders this year, and got rid of artificial preservatives from its Chicken McNuggets in 2016. It also nixed margarine from its Egg McMuffins, which sent suppliers into overdrive to make and ship millions of pounds of butter across the country.

Here are several lessons from McDonald’s announcement:

1. Tell a story.

McDonald’s framed its latest move as part of a greater brand story, moving away from preservatives and artificial ingredients. This enabled the chain to announce its latest gains without facing criticism for all the ways its menu still falls short of health advocates’ goals.

In calling the move just the latest step on a “food journey,” McDonald’s spoke about its new efforts instead of focusing on the nitty-gritty of what is still in its food—and how long it retained unnecessary additives in its burgers.

2. Provide good quotes.

Every news article about the changes has been accompanied by a quote from the president of McDonald’s USA, Chris Kempczinski. PR pros who are looking for good press coverage should focus on getting powerful, punchy quotes from a high-profile executive.

Keep in mind these tips when sourcing quotes for your message.

3. Don’t forget social media.

Your press release is worth less and less in the modern media environment.

That means you should use your other channels to boost the signal. McDonald’s used its Twitter feed to share the news release and let more people know about its efforts.

What do you think of McDonald’s move and its messaging, PR Daily readers?

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3 tactics for getting marketing publications and websites to run your content

Every day is a grind when you’re sending content to marketing publications.

Many other marketing experts are sending pitches, as well. Content marketing, including guest posting, is a common strategy.

Editors at marketing publications, too, are familiar with content marketing themselves and already field countless pitches, so they have to scrutinize those pitches intensively, making them less inclined to respond to just any pitch.

[FREE GUIDE: The 7 questions you should be asking about brand journalism]

Here are a few challenges to expect when targeting marketing publications, along with ways to address each:

1. Make timeliness work for you.

It’s up to you to give an editor a reason to push your content to the front of the line.

One way to do that is to write on a timely topic. Because evergreen content has an extended shelf life, it's often moved to the back burner, and it could take months for your submission to be published.

When your pitch doesn’t speak to a specific, popular trend or an issue in the current marketing and advertising news cycle, it’s not likely to prompt an editor to push aside the rest of his or her agenda. New marketing trends emerge all the time, and your content should prove that you’re on top of the changes.

2. Promote your knowledge, not your services.

For example, if you work at an experiential marketing agency, avoid writing benefits-of type pieces. Instead, focus on using your expertise to provide analysis through a case study or by commenting on something newsworthy in that niche.

Another option is to present yourself as a marketing expert and prove your expertise by speaking to bigger marketing principles or your ideas for the industry. Plus, by addressing trends instead of using content to promote your company’s services, you build equity with publication editors and show them how far your expertise stretches.

3. Show your commitment through your pitch.

Demonstrate that you understand what type of content they need, and elicit feedback from them. Follow three steps:

  • Prove the exclusivity of your submission by stating as much and explaining why it’s a fit for a certain section on their site and for their audience.
  • Look through their submission guidelines to determine whether they prefer to see an outline first or simply want a final edited version of your article. Some editors want to influence a concept early in its development. Others are more exacting, and it’s up to you to submit a stellar final submission and only that version.
  • Offer to help publication editors with revisions. They’re swamped, and if you want them to invest time in reviewing and publishing your piece, show them you’re willing to help them every step of the way.

Daniel Trevinos works for Influence & Co. A version of this article originally appeared on Influence & Co.’s blog.

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Mailchimp unveils funky new branding

Marketing automation company Mailchimp has a new look—one that embraces the brand’s quirkiness and sass.

In an article titled, “See Mailchimp’s weird new branding,” Fast Company reported:

… It’s keeping its logo-cum-mascot Freddie the Chimp, for starters, and using an analog typeface from the 1920s as its new typeface, and illustrating its new brand with a series of almost childlike drawings that look unpolished and rough by design. Weird branding is alive and well in the tech industry.

Prior to revealing the new look, Mailchimp’s co-founder and chief executive tweeted:

Mailchimp tweeted the move and posted it on its Facebook page:

Mailchimp ended its tweet with a sassy challenge to its customers: “Feel free to let us know what you think — it will stress out our social media team.”

The bold brand voice extends to the rest of the company’s new look.

“Your business was born for this,” Mailchimp’s website now proclaims. That statement is followed by the following subheads as you scroll through its sales pitch: “What you can do with Mailchimp,” “You’ll be in good company,” and “It’s easy to get started.”

In a company blog post, Mailchimp wrote that the rebranding is intended to unify its offerings while keeping the quirks that first caught consumers’ eyes:

But with so many creative thinkers under one roof, over time we found that parts of our customer experience grew in different directions. We didn't want our brand to feel disjointed, so we created a more unified and recognizable system by weaving the new brand identity throughout all facets of Mailchimp, from our customers’ accounts to our website, and from our marketing to our support channels.

With this redesign, we set out to retain all the weird, lovable elements that endeared our earliest customers to Mailchimp, while creating space for the brand to grow and connect with even more small businesses. We didn’t want to lose our heritage in the process, so we focused on capturing the essence of what Mailchimp has always been.

We want to show our customers that being yourself is good for business by providing the tools and confidence to take risks, especially as their businesses evolve. We champion authenticity, originality, and expressiveness because it's what helps us—and our customers—stand out. We hope to inspire them to be more bold and creative in their own branding efforts.

Even though the company used a blog post to share the story behind its new look, Mailchimp announced that one change involves getting rid of its company blog. Now, only certain posts are available under the websites “about” section.

Fast Company reported:

“As we evolve as a company and are offering these different services and features, we need to evolve our brand and our visual language as well,” Gene Lee, Mailchimp’s vice president of design, tells Fast Company . Features now include marketing automation software that’s more sophisticated than the email building software that the company has been known for.

The offbeat images and lingo have always been part of Mailchimp’s brand image.

In June, The Drum reported:

The brand managed to make its way into pop culture four years ago when it serendipitously found itself as the sole sponsor of the breakout hit podcast Serial. MailChimp’s ad, which featured a child mispronouncing the company’s name as “MailKimp,” quickly became just as popular as the podcast itself.

In the years since, MailChimp has raised the B2B advertising bar with a series of campaigns that are more about the brand’s sense of humor than what it actually has to offer, a strategy it says is resonating with its target audience of small business owners and entrepreneurs.

Post-Serial, the Atlanta-based brand’s first big splash came in the form of “Did You Mean MailChimp?”, an elaborate campaign that cleverly played off of the “MailKimp”mispronunciation. Bizarre products like FailChips, a series of short films with names like JailBlimp, and an anti-aging facial treatment called SnailPrimp were all brought to life in order to pique the interest of anyone who stumbled upon them. Of course, each bizarre activation eventually pointed back to MailChimp.

What do you think of the company’s rebranding, PR Daily readers?



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4 punctuation marks that are tired of being misused

They do more than loom in the corner of your keyboard.

Punctuation marks bring important meaning and context to your words and sentences—yet novice and experienced writers alike sometimes struggle with them.

If the following marks have ever kept you up at night, you’re not alone:

1. Question marks. Should you use one at the end of a sentence that begins with “guess”?

2. Em dashes. Does that side note call for one of these, or a set of parentheses?

3. En dashes. How is this different from an em dash?

4. Exclamation points. Do they have a place in your business email?

You don’t need to resign yourself to confusion. Get the answers to these and other questions in Ragan’s FREE white paper, 10 Punctuation Essentials.

You’ll get simple, straightforward guidance to finally see eye to eye with all those tricky punctuation marks.

Download the white paper here, and never misuse a comma or hyphen again.

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4 reasons to take the plunge into brand journalism

What is the future of corporate communications?

No one knows for sure, though brand journalism seems likely to stand the test of time. Great storytelling never goes out of style, after all.

Launching a brand journalism initiative is no simple undertaking, however. It requires investment, unwavering commitment and buy-in from bigwigs who set budgets. It requires a patient perspective that accepts a broader, more nuanced view of ROI. Perhaps more than anything, brand journalism requires a companywide understanding of chief objectives and expectations.

If you’re interested—but perhaps not quite convinced—here are four reasons to pursue the long-term messaging merits of brand journalism:

1. It’s empowering—for your company and your employees. As Mark Ragan stated in a recent interview with Flack Pack: “It’s time to stop begging the media—and to become your own publisher.”

Doesn’t that sound nice? Instead of relying on diminishing returns from such weary tactics as blasting press releases into the void and relentlessly hounding disinterested reporters, brand journalism puts you in the publicity driver’s seat. You control your own messaging destiny.

[FREE GUIDE: The 7 questions you should be asking about brand journalism]

Aside from asserting editorial control and empowering your staffers, being a publisher lets you get out in front of the news, as Ragan Consulting Group co-founder Jim Ylisela pointed out in the Flack Pack podcast. Having your own brand journalism platform lets you proactively address brewing issues or breaking news with your own approved messaging. That flips the traditional script of scrambling to respond to news reports that may or may not be true or complete.

Imagine: No more groveling at the feet of journalists. No more waiting around to hear back regarding the seven email pitches you sent. Brand journalism puts the PR power into your own hands.

2. It’s more interesting and engaging—for your company and your audience. Media outlets—and typical consumers—tend to prefer objective, emotive storytelling over hard-selling promotional content. That’s not to say brand journalism should be viewed as a replacement for marketing. It is a “third way,” as Ylisela puts it, meant to enhance and elevate your PR and marketing efforts. It’s another spoke in your storytelling wheel.

Sharing creative stories that tackle broader industry issues enables you to reach multiple audiences, too. As Ylisela says, “Brand journalism is about approaching the media, but it’s also a direct path to consumers.”

Brand journalism frees you from having to tie every piece of content to some selling point. As Ragan mentions on the podcast, clients such as Denver Water have used the platform to cover issues ranging from climate change, dam safety and the future affordability of our most essential resource. Covering relevant issues and telling interesting stories—without a whiff of salesmanship—can open up a wealth of opportunities for coverage and content consumption.

3. It’s a great way to rise above competitors—and capitalize on the current media milieu. Newspapers are slashing staff. Editors are being laid off in droves. The ragged reporters left standing are under extreme pressure to pump out stories at an unholy pace.

Corporate communicators have a prime opportunity to fill gaps amid the smoldering ruins of U.S. journalism. Understaffed newsrooms manned by wrung-out, strung-out reporters struggling under incessant page-view and productivity pressure are more open to contributions from atypical sources. News outlets might not run your entire piece, but a grateful journalist will appreciate the head start. Many publications or papers would be delighted to use your story as source material.

Today, Google is the great gatekeeper. Brand journalism can help you dominate niche-specific SEO keywords, which will significantly boost the perception (and findability) of your company. This is a great way to become an authority—the authority—on subject matter that pertains to your business.

4. It’s a good way to revive—and attract—staffers. As Ragan says in the podcast, in addition to being a more strategic way to communicate, “brand journalism is just more fun.”

Launching a brand journalism initiative could be a recruiting and retention boon for companies. Who wouldn’t want more storytelling autonomy, creative freedom, integrity and editorial control at work? Who wouldn’t like to be freed from the constant burden of having to sell stuff?

If you do have ex-journalists (or folks with a natural nose for news) on staff, turn them loose. If you lack creative staff, seek ye a laid-off reporter who’s champing at the bit to get back in the game. Lord knows they are easy to find.

Of course, any staff benefits you might reap from creating a more scintillating role are for naught if your execs are not fully on board. As Ylisela says in the podcast: “The leadership must understand it. It’s bound to sink if leaders don’t understand or buy in to the long-term initiative.”

You can have the most enthralling brand journalism platform in the world, but it’ll quickly vanish if budget setters are not committed for the long haul. That’s why it’s crucial to establish and agree on your project’s objectives, expectations and goals before taking the plunge.

Brand journalism inspiration

Want to see how some of the best in the business are practicing brand journalism? Check out these prime examples:

Here are 24 more to peruse.

Do you have a plan to stay relevant in this age of communication chaos? Prioritizing great storytelling seems like a smart place to start.

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Thursday, September 27, 2018

4 guidelines for nonprofit communications

This article originally appeared on PR Daily in September of 2017.

When it comes to communications, normally generous nonprofits can be downright stingy.

Whether because of shoestring budgets, lack of investment or strategic prioritization, charities tend to treat communications as a back-burner issue. Social media, marketing, PR, writing and editing are viewed as luxuries—not essentials.

That’s a shame. Charities should boldly invest in compelling communications that convey their mission and bring their good work to light. Of course, that requires talent, time, patience and strategy.

Regardless of your budget, here are four tips to keep your nonprofit communications on track:

Make donors feel heroic. Nonprofit workers are typically wonderful, generous, compassionate people, but they’re just as susceptible as anyone to the lure of self-promotion and charitable showboating.

In all your communications, make sure your donors—the people who sustain your mission—receive the lion’s share of attention and praise. Police your pictures and prose for egregious displays of “savior of the world syndrome.”

That’s not to say you shouldn’t spotlight your staff. Do give ample airtime to the people who are working behind the scenes—and certainly your beneficiaries—but always make the donor the hero. More specifically, use communications to convey how your heroic donors are responsible forprofound change.

[RELATED: Join us at Zappos HQ for our Role of Communications in Creating Best Places to Work Conference.]

Keep it uplifting. If you rely on gut-wrenching images and a hard sell to keep the donations coming, good luck sleeping at night. The ends don’t justify the means.

Aggressive fundraising can damage goodwill and make people less likely to donate. It’s also against the law in some places.

As much as you can, keep your communications uplifting. Erring on the side of edification is better for you, your donors and beneficiaries. From both a fundraising and ethical perspective, it’s a more sustainable strategy.

If International Justice Mission—which combats the horrors of modern-day slavery—can avoid being overly heavy-handed, surely you can as well.

Don’t objectify people—including your donors. Donors are not faceless cash machines. Acknowledge them often and freely. Use your communications as a vehicle to inspire, educate, motivate and empower.

Show tangible proof that dollars turn into something positive. It’s incredible how many nonprofits try to skate by without proving the worth of their work. No amount of “Together, we can make a difference” can atone for not illuminating that value.

Regardless of what you do, tracking tangible results, outcomes and data-driven reporting should top your communications list. Why should anyone give your organization a cent unless you can prove your ability to use it wisely? Reporting and measurement merit heavy investment.

Don’t be afraid to ask for help. Relentless, high-pressure fundraising is terrible, but you must ask.

People want to help. It feels good to give. It’s good for us.

Strive for the sweet spot between asking too much and not enough. There are plenty of folks out there with hearts of gold who’d love to help, but they don’t know what they don’t know. It’s up to you to communicate the need in a respectful, dignified, straightforward manner. You might just make that vital difference after all.

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Quiz: Are you stuck in a communications rut?

It’s easy to fall behind in a communications world that’s constantly expanding and evolving. If the following statements are true of your department, you might need to make some substantial changes:

1. You can’t remember the last time you’ve done a communications audit.

2. You have no strategy for your infographics and videos—or you don’t use them at all.

3. You’re struggling to produce content that gets noticed online.

It’s time to commit to better communications. Fortunately, you don’t have to do it alone. Let Ragan Consulting Group lend our team of experts to help revitalize your programs.

Using a story-centric, individualized approach, our consultants specialize in:

  • Brand journalism
  • Communications audits
  • Editorial structure and process consulting
  • Customized training and group workshops
  • Video and infographics
  • Crisis communications
  • Livestreaming services

With our knowledge and expertise, your organization will be prepared to thrive in a challenging communications landscape dominated by brand journalism, shrinking attention spans and fake news.

Contact Rebecca Shaffer to learn more today.

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Infographic: 23 essential elements for branding success

The way you present your product or service is the nucleus of your brand.

Getting audiences to remember your organization, understand your objectives and discover why your product or service is beneficial to them is crucial to standing out in a crowded and competitive market.

[RELATED: Craft engaging stories that inspire audiences, build brand loyalty and more.]

What other elements are at the heart of a successful brand strategy?

FreeLogoServices breaks down the components that will help your brand stand out in this infographic.

It includes:

  • Ninety percent of people say consistency is key.
  • Color helps improve brand recollection by 80 percent.
  • Branding can be broken down into three overarching ideas: brand as a person, image and product.

See the full infographic below to see what makes up the foundation of branding success.



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The 7P’s of Community

Like it or not, realize it or not, real estate agents and brokers are in the business of building community. As such, I thought I’d share CMX’s 7P’s of Community:

It’s a simple framework for building belonging. If you want to understand this topic more thoroughly, I highly highly recommend reading the entire article.

The post The 7P’s of Community appeared first on GeekEstate Blog.



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3 lessons from Starbucks’ and Instagram’s leadership changes and departures

This week, both Facebook and Starbucks faced an onslaught of media coverage and scrutiny as executive-level shakeups were announced.

For Facebook, it came when Instagram’s founders abruptly resigned. They tweeted the following:

Though Starbucks didn’t announce any current leadership departures, it warned employees that it was making changes to its organizational structure—which involves corporate leadership layoffs.

[RELATED: Join us at Zappos HQ for our Role of Communications in Creating Best Places to Work Conference.]

Here are three lessons to take from the announcements, including the organizations’ moves to control the narratives:

1. Unify your workforce—or face dissonance and departure.

The departure of Instagram’s founders highlights the necessity of a unified workforce when it comes to an organization’s vision and business goals.

Bloomberg reported:

[Kevin] Systrom and his co-founder, Mike Krieger, had spent six years running Instagram as a division of Facebook, while pursuing their own vision for the app -- even when that was sometimes at odds with Zuckerberg’s ideas. Lately Facebook had become relentless in its pushes for data sharing, product integrations and other moves that would benefit the overall company, said the people, who asked not to be named discussing internal dynamics. When Systrom came back from leave this week, he and Krieger abruptly announced that they were leaving the social media giant. Facebook was not prepared for the news.

“Building new things requires that we step back, understand what inspires us and match that with what the world needs,” Systrom wrote, without mentioning Zuckerberg. “We look forward to watching what these innovative and extraordinary companies do next.”

CNN Tech reported:

While it's not uncommon for founders to leave after their company is acquired, it's notable that Systrom and Krieger stayed on for six years after Facebook purchased their platform for $1 billion. Both founders were still deeply involved with Instagram: Systrom was CEO and Krieger served as chief technology officer. Instagram largely operated as a standalone company within Facebook, and now some of that autonomy could disappear.

"One of the key hallmarks of Instagram has been its independence and uniqueness from Facebook. The founders closely guarded that," said Debra Aho Williamson, principal analyst at eMarketer.

Help your employees and executives get on board with major initiatives, changes and goals, but don’t forget how changes in your organization appear to your external stakeholders, including consumers.

Instagram has changed even more rapidly in the past year as Facebook courts marketers and highlights the platform’s ability to boost sales and online traffic. Starbucks is continuing to transform with new offerings and stores—along with the retirement of its former chief executive and executive chairman oft he board, Howard Schultz.

Keep the changing brand perception—and actual brand image—in mind as you craft your communications and campaigns before, during and after leadership changes.

2. Be transparent and straightforward.

Even if you bury the lede by sticking a layoff announcement within several paragraphs of corporate jargon, reporters will still run with that news as the headline for their articles. It’s also the portion of your message on which employees focus.

The Seattle Times reported:

Chief Executive Kevin Johnson, a veteran of several corporate shake-ups while at Microsoft, told employees in a memo this past week that while the company is making progress on its priorities, including faster growth in the United States and China and increased returns to shareholders, more needs to be done.

The memo, with the subject line “Building our future together,” goes on for six paragraphs before delivering the jobs news that “starting next week and into mid-November there will be leadership shifts and non-retail partner impacts as we evolve the direction of teams across the organization in size, scope and goals.”

Johnson’s copy was also loaded with jargon, which didn’t help soften the blow of the news that “significant” leadership changes are on the horizon.

CNBC reported:

"We must increase the velocity of innovation that is relevant to our customers, inspires our partners, and is meaningful to our business," Johnson said in a memo obtained by CNBC. "To accomplish this, we are going to make some significant changes to how we work as leaders in all areas of the company."

Johnson said that the executive leadership team is working with supervisors to find ways of innovating faster in a new retail environment. While some roles will be consolidated, others will be shifted, and there will be some non-retail layoffs, a source familiar with the plan told CNBC.

The Seattle Times reported:

The impacts will include job losses and shifts, though the total number has not been determined, a Starbucks spokeswoman said. The company is starting at the vice-president and senior vice-president levels and doing a function-by-function review, she said.

When communicating both internally and externally, be clear and concise. Drop the corporate speak and try your best to relate to your readers.

3. Be prepared for the worst at a moment’s notice.

Facebook and Instagram were blindsided by the departures of Systrom and Krieger—and it showed in the communications timeline following the announcement.

The Verge reported:

High-level corporate executive departures generally — and Facebook departures in particular — are stage-managed to minimize drama. A replacement leader is identified and named internally. A public-relations plan is developed and put into action. An anodyne blog post announces the news. At Facebook, the executive’s departure is accompanied by well wishes, posted as status updates from Mark Zuckerberg, Sheryl Sandberg, and others.

The Instagram founders’ exit, by contrast, was as close as Facebook has ever come to the flight attendant who chugged a beer and pulled the emergency chute on his final day of work. The most striking thing in the immediate aftermath was the chaos: spokespeople at Facebook and Instagram didn’t know what was going on, beyond the brief initial story published in the New York Times by Mike Isaac.

Eventually, the choreography of the exit began to resemble something more Facebook-like. The founders posted a farewell note to the Instagram blog. (In a next-level stunt, Systrom used the corporate blog to very nearly confirm that he would form a new company with Krieger.) Zuckerberg offered a few words — though he posted nothing to his profile. Systrom and Krieger later tweeted their farewells, and posted valedictory ‘grams. None of that could cover up for the fact that it all had been a rush job.

Some said the lack of a cohesive message after the departures makes it look like Facebook might not be able to handle the changes coming to its platform and Instagram.

Time reported:

Having the Instagram founders walk out the door — shortly after the WhatsApp founders grew frustrated and did the same — does not project the image of a Facebook on sure footing. The company also seems to have been initially caught off guard by the news of the Instagram founders’ departure, first reported by the New York Times on Monday night. It took the company a little while to issue a bare-bones public statement. Again, the time lag does not project, “We got this.”

You might have to treat an executive departure as you would a different crisis situation, depending on the abruptness of the resignation or termination, along with the reasons and climate surrounding it.

You cannot always see a crisis coming, but you can prepare for the worst-case scenario, enabling you to act quickly when news (such as a founder’s departure) reaches your desk.

Preparing can also help you better craft messages and prepare for your next campaigns. Even though Johnson used jargon in his memo, he also rallied employees to support his lead in removing the barricades that slow down business moves.

Bloomberg reported:

The company said in July that comparable sales increased just 1 percent in its latest quarter -- far short of the rapid growth to which investors have become accustomed. Starbucks shares have been stagnant this year, compared with an 18 percent gain for the S&P 500 Consumer Discretionary Index over the same period.

“We have opportunities to better prioritize and move faster,” Johnson said. “We must knock down the barriers in our decision making.”

What additional lessons have you taken from these recent announcements by Starbucks and Instagram, PR Daily readers?



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How to research your communications strategy

Research is a core component of improving marketing and communication efforts for any organization. It helps evaluate current efforts, run A/B tests, adjust for improvement and build audience personas.

Communication research doesn’t always have to be expensive. There are many ways to gather insight, each with its own set of advantages. Here are six approaches:

1. Social media

If your organization is already on social media you have data and insights available at your fingertips. Without doing a survey, you can easily learn a lot about your online audience.

[RELATED: Overcome your biggest challenges in PR, social media and internal comms]

If you want to do more formal research, consider using social media polls. Each channel tackles polls a bit differently, but Facebook, Twitter and Instagram all let you take the temperature of your followers on a particular question or topic.

Using social media for informal communication research is a no-brainer. It’s low cost, takes minimal effort and can be deployed in an instant.

2. SurveyMonkey

Looking for something more in-depth—but still in the digital realm? SurveyMonkey is a great tool for communication research because it’s affordable, user-friendly and makes data collection and analysis easy.

Pro tip: As you’re creating your questions, SurveyMonkey will tell you approximately how long it will take people to complete the survey. Always keep it short and to the point.

You can collect responses several ways, including a custom URL or an email sent to your mailing list, but you can also pair an online survey with a printed piece that drives recipients to the survey website. This can be helpful if you’re trying to reach an audience segment that isn’t particularly digitally savvy and can add a layer of legitimacy and inclusion to your efforts.

3. Individual interviews

If you’re after robust qualitative findings, individual interviews can be a good way to go. This type of communication research should go in tandem with a more quantitative approach. Individual interviews can be used to inform branding, find unique stories for content marketing and media relations, or simply gain a deeper understanding of a specific stakeholder group.

You’ll get rich insight with one-on-one interviews, but scheduling, administration and analysis are very time-consuming. If you’re hiring a third party to complete these on your behalf, prepare for it to be a bit pricey—especially if you want them to interview a lot of people.

Pro tip: If you’re conducting interviews, don’t be afraid to go off-script a bit. Focusing too intently on your list of questions can cause you to miss an opportunity for a great follow-up question.

4. Focus groups

Conducting research with focus groups is an intricate process that can be expensive, but it’s a good way to test messaging and products on customers and prospects, or hear from your employees.

In addition to developing the survey instrument and analyzing the results, you’ll have to think about recruitment, incentives, facilities and recording capabilities for focus groups. If you have the budget, it’s usually easiest to hire a research partner who can help you manage all of it.

Pro tip: It’s often best to have someone who isn’t associated with your organization facilitate the focus group. If you hire an outside partner, be sure to discuss what you’re hoping to learn from the research with them in advance.

5. Cold call

Making phone calls is one of the most labor-intensive ways to conduct communications research. It may not cost you any cash to pick up the phone and call someone, but it is hugely time-consuming—and we all know that time is money.

The barrage of unsolicited and spam phone calls in recent years keeps many people from picking up the phone. In fact, most Americans regularly ignore phone calls—especially when they don’t recognize the number. Still, if you’re trying to reach a more mature segment of the population, you may have better luck reaching them by phone compared to millennials.

Pro tip: For any of these research methods, you should only contact people you legally have permission to contact.

6. Mailed paper survey

Paper, printing and postage make a mailed paper survey a costly undertaking. However, if you have a less digitally savvy but highly engaged audience, like members of a professional organization, the expense may be justified.

Data entry and analysis will be tedious on the back end, but designing the survey with plenty of room for people to write freely can help.

A printed (non-mailed) survey can also complement an online survey, giving those who don’t want to go online a low-tech option. This helps you include the full spectrum of your audience and avoid excluding valuable information from your research.

What tactics would you add to the list, PR Daily readers?

Ann Mulvany is an account director with Frazier Heiby, a full-service communications firm. A version of this article originally appeared on the firm’s blog.

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Facebook executive fires back over WhatsApp founder’s comments

Facebook has yet to right the ship after its data misuse scandal—and former partners are speaking out against the company.

Brian Acton, co-founder of WhatsApp, the popular messaging app that Facebook acquired for $16 billion, has been highly critical of Facebook and its leadership. His latest outcry was to call himself a “sellout” for dealing his creation to Mark Zuckerberg.

Acton spoke with a reporter at Forbes about his disagreements with Zuckerberg and Facebook.

Forbes wrote:

He clearly doesn’t relish the spotlight this story will bring and is quick to underscore that Facebook “isn’t the bad guy.” (“I think of them as just very good businesspeople.”) But he paid dearly for the right to speak his mind. “As part of a proposed settlement at the end, [Facebook management] tried to put a nondisclosure agreement in place,” Acton says. “That was part of the reason that I got sort of cold feet in terms of trying to settle with these guys.”

The interview got plenty of coverage from media outlets.

The New York Post wrote:

One of the things you’re left with after reading through Acton’s Forbes interview that’s been rocketing around the web today is that he seems to have at least an element of regret, such as when he laments the fact that “I sold my users’ privacy to a larger benefit.”

Sure, it’s easy to sarcastically play a sad violin for a guy worth $3.6 billion who’s unhappy with how he made his money, but the interesting thing about this interview is that it’s come out today — just a couple of days after Instagram’s co-founders surprisingly left Facebook all of a sudden, likewise (or so say the chattering classes) over a perceived irreparable rift with management.

[RELATED: Discover the secret to creating workplaces employees love]

The story prompted one of Facebook’s executives, David Marcus, to respond. Marcus’ note carries the disclaimer that no one at the company asked him to post his views.

He wrote, in part:

Today Forbes published an interview of Brian Acton that contained statements, and recollection of events that differ greatly from the reality I witnessed first-hand. As a result, I felt compelled to write about the actual facts.

First — there are few companies out there that empower and retain founders and their teams for as long as Facebook does. Kevin Systrom and Mike Krieger thrived at Facebook for six years, Jan Koum and Brian Acton over four and three years, respectively.

[…] Second — on encryption. The global roll-out of end-to-end encryption on WhatsApp happened after the acquisition, and with Mark’s full support. Yes, Jan Koum played a key role in convincing Mark of the importance of encryption, but from that point on, it was never questioned. […]

Lastly — call me old fashioned. But I find attacking the people and company that made you a billionaire, and went to an unprecedented extent to shield and accommodate you for years, low-class. It’s actually a whole new standard of low-class.

His post got a positive reaction from some readers:

Others seemed less convinced:

The back-and-forth comes at a difficult time for Facebook.

CBS reported:

Earlier this week, Instagram's co-founders Kevin Systrom and Mike Krieger announced they are leaving Facebook. While they didn't give a reason for their departure, The Wall Street Journal reported that it came amid clashes with Zuckerberg.

Facebook has been mired in controversy since the 2016 elections. U.S. intelligence agencies have said that Russian actors used Facebook and Instagram to wage a campaign of disinformation in the election. In February, the Department of Justice issued indictments against 13 Russian nationals of breaking U.S. laws to interfere in the 2016 election.

On Twitter, Marcus’ statement got mixed reactions:

Another problem for Facebook is its growing reputation as a bad place to sell your startup after the departure of Instagram’s and WhatsApp’s founders.

Recode wrote:

It’s easy to see how that — valid or not — is not the narrative Facebook wants ricocheting around Silicon Valley. It also goes against the consensus view: Facebook’s reputation as an acquirer has been generally great, especially if you’re important enough — as the WhatsApp and Instagram founders were — to command some autonomy.

But it’s also hard to ignore. No one expects founders to stay at their new parent companies forever, and the Instagram and WhatsApp guys stayed longer than most. But it’s also notable that all of them — and the founder of Oculus, the other of Facebook’s big three acquisitions from the past six years—ended up leaving amid some drama.

What do you think, PR Daily readers? Does Marcus’ statement help or hurt Facebook’s cause?

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3 frustrating challenges communicators in highly regulated industries face

If you’re a communicator in a highly regulated industry, you’ve probably felt a little jealous of big consumer brands that pull off creative, spur-of-the-moment campaigns and content.

You’d love to push the envelope like that—but you’re faced with the following:

  1. Lengthy approval processes that make it hard to put out timely, relevant content
  2. Confusing and vague rules about what you can and can’t say
  3. A conservative leadership team that doesn’t want to take any risks

ConEd, Johns Hopkins Medicine, Marathon Petroleum and the National Renewable Energy Laboratory overcame these same obstacles—and they want to show you how.

Join them at the Best Practices for Communicators in Highly Regulated Industries Conference on Nov. 8–9 in New York City.

This conference will give communicators in utilities, health care, finance, insurance and government the chance to learn from and network with peers in similar industries.

You’ll leave with smart strategies to craft more creative content, work more efficiently with your legal team and gain buy-in from senior leaders.

Push the envelope with your communications while still playing by the rules—register today.

Register here.

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Announcing Ragan’s 2018 PR Daily Awards

 

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Expert guidance for embedding surveys in emails

Surveys are a secret weapon of email engagement.

Unfortunately, it’s not easy to create, design and deploy digital surveys that get great results.

What’s the best way to word questions? How many questions should you ask? What sort of design and layout will grab the most eyeballs? How will you analyze and share results?

[Report: Email best practices that will catapult your results]

There are many considerations and possibilities, but the payoff from surveys is often worth the work. As Alissa Warne writes at MarketingProfs: “Surveys are one of the most important digital touchpoints that brands can have with a customer. Getting them right can elicit valuable feedback to drive product and company direction.”

The trick is in the clicks—or lack thereof.

“Most email surveys have buttons that say, ‘Take Survey’ or ‘Start,’ which take the user to a new browser tab and kick off a standalone survey,” writes Rohan Ayyar at Business 2 Community. “Trouble is, not enough people bother clicking on this CTA button, resulting in poor response rates and thin data.”

The solution is to embed surveys within emails. Doing so increases the likelihood that more readers will fill out your survey—which helps marketers collect more crucial data.

The benefits of embedding surveys

“By including the entire survey inside the body of the email, marketers can prevent the inevitable user drop-offs and collect exponentially higher responses than they would have otherwise,” Ayyar writes. Ayyar cites data showing that embedded surveys increase response rates by 125 percent compared with traditional surveys.

“Embedded surveys provide a better user experience and consistently increase response rates,” says Jana Barret at GetFeedback. “When you embed an event survey in an HTML email or on a webpage, it’s right there—respondents don’t need to go elsewhere. Embedded surveys increase visibility and minimize the user effort required to respond.”

Ayyar suggests that email marketers use embedded surveys for soliciting product reviews and customer satisfaction ratings, as well as completing customer profiles and assessing user interest. His tips for success include:

  • Keep the survey short and simple.
  • Experiment with radio buttons, open text fields, check boxes and buttons to keep the survey visually inviting and easy to take.
  • Check whether your email marketing platform supports embedded surveys. (Most do.)
  • Check how your survey renders on the most popular email clients before sending one out. (It’s smart to check how your survey renders on different device sizes, too.)

The team at QuestionPro, a company that specializes in developing online surveys, suggests that embedded surveys work best when they meet these criteria:

  • They use strong visuals. (Check out this example.)
  • The question text gives enough context, so the user doesn’t have to read the question twice.
  • There is no “bait and switch” with surprise additional questions.
  • The email message is personalized.

Begin with the answers in mind

Once you’ve decided to create a survey, you’ll probably want to start writing questions right away. That’s understandable, but it’s not the best approach.

Instead, take time to decide what you want your answers to tell you, advises Stephanie Beadell at Zapier. “Just like you start a building project with a blueprint—and don’t just begin pouring concrete whenever you decide you want a new building—your survey should start with the answers you need, and then you’ll be better prepared to make the questions that will provide those questions.”

In addition, Beadell shares these tips for crafting effective survey questions:

  • Use simple, direct language. Questions should be short and clear.
  • Be specific. Precisely worded questions yield the most valuable answers.
  • Break down big ideas into multiple questions. Don’t cram too much into one question.
  • Avoid leading questions. Don’t let your bias creep into the way questions are worded.
  • Ask one thing per question. Avoid words such as “and” and “or.”

For example, the embedded survey below from Airbnb takes just a few seconds to complete, and it provides valuable data about the customer’s experience at a property.

AirBnb email

Here’s another good example from SurveyGizmo. It’s straightforward, quick and concise.

This embedded survey below from Groupon lets the customer provide immediate feedback on the performance of a specific customer service representative.

Whichever design or direction you determine, err on the side of brevity and user-friendliness. You’ll get more responses, better results and more data to fuel your marketing efforts.

A version of this post first appeared on the Movable Ink blog.

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