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Biteable content: social media – and marketing – smarts

Let’s keep it easy and digestible. The following is a short compilation of tips and advice about social media and marketing. A few bits and pieces of smarts, easy to consume and easy to share. 

Employee advocacy

When it comes to social media presence, employee advocacy has always been important but it is growing in importance with the development of social selling.

There is one major “mistake” to avoid though: A company – or management – needs to encourage employee advocacy but not “force” it on employees. The latter option could actually create a reverse effect where employees tend to “advocate” against the company.

How can you personalise your social media marketing?

Personalisation starts with structure. Know where you stand, what your key messages are, who your audiences are, etc. Then adapt with different takes/messages for each audience.

It has become crucial to talk to people individually, not only for sake of humanity but also business and marketing purposes that are social selling and advocacy.

Expiring content

Use expiring for black ops; that means for guerilla marketing / limited offers. Create urgency and a strong(er) response from the audience.

Organic reach on social media

Organic reach is getting more and more difficult to achieve, what to do : 

Look into it and learn the ins and outs of the current results. Use data and updates to SEO to help you see what works and stand out. But do start with sharing great content (relevant, long form, targeted). 

Why data? 

You don’t steer a ship without tools and directions. You don’t steer a social media (and marketing) vessel (& strategy) without these either. 

On social media automation

Main tip: Automate less. Lots (too much) of brands have finally discovered the tools and the actual engagement gets lost. 

Use it in a smart way, for generic content and freeing time to actually interact and be human. 

Emoji are offering a new opportunity for global communications.

The interesting feature of emojis, beyond language, is that it adds “colour” to a tweet or a post. It makes it stand out more than plain text – and it’s a common language; everybody speaks emoji! 🙂

On to the next step: video.

Video makes content more appealing to audiences. It is visual, easy to consume (and can be short but impactful) and often more human. 

And if you would like more of these, get in touch for an actual consultation. 

Contact me!

Old Ford T broken down and surrounded by people

Attention to details, the bane of Tesla and co?

Details are just that… Details. Yet, small things, like that pebble hidden in your shoe, can prove the most painful. 

While I am a supporter of Tesla and Elon Musk’s initiatives, I recently came to consider that, as the race towards electric cars is now full on, Tesla may find themselves on the losing end of it. 

Tesla were a pioneer in the field and deemed to revolutionise the automotive world. Yet, traditional carmakers are still here and as the electric world grows, so does their offering. Porsche, Mercedes, BMW, Volvo, etc… They are all announcing and showing off electric cars. And these look great, boast performances as good as Tesla and… a better finish. 

While recently sitting on a bus, I got to find myself staring at the road besides me. There was a Tesla Model X. The one feature that did strike me at that time, looking at this “exclusive” Tesla in the wild, was the bad finish on the car. 

The rubbers on the roof looked tired already, the door handles did not line up, the overall quality looked like it was on par with what I could witness on basic Toyota or Hyundai models. 

Meanwhile, the Mercedes and BMWs I came across offered no flaw with lines falling perfectly in place. The quality was there to be witnessed. 

Now, as in everything, quality may not be the first thing people look for but, when parting ways with a substantial amount of money, that level of quality and attention to details is what makes (or should make) a massive difference. 

This is the reflection process behind getting a Huawei P20 Pro smartphone instead of an iPhone for instance and the reason why today’s challengers may well become tomorrow’s winners. 

Mr Ren Zhengfei handing Professor Erdal Arikan an award

Huawei founder and CEO Ren Zhengfei presents the “Father of Polar Code” with an award.

It’s back to technology for Huawei as they presented Professor Erdal Arikan with an award recognising his achievements as “Father of Polar Code”.

Out with the random American claims and Trump’s trade war and tariffs; closing in on Apple, in the realm of smartphones is already history (that was last week’s news). Today, Huawei have presented Professor Arikan with an award recognizing his amazing contribution to the technology behind correct data transfers for 5G.

Since we are talking serious technology here, “polar” will have nothing to do with funny penguins or cuddly (while still potentially deadly) bears. We are entering a realm of data and coding which, while not open to all, can (and will) impact us all as users of technology.

 

What are we talking about?

 

Let’s look back to 1948. The father of information theory, Claude Shannon, determined a limit for the speed at which we can transmit data, error-free. The faster you send data, the more errors you might have. For anybody out there, try to picture yourself doing any task a lot faster than you should…. You usually miss a step or lose something along the way.

In 2008, Professor Arikan invented polar codes, which were an entirely new approach to correcting transmission errors.

Polar coding was believed to be the first coding scheme to approach channel capacity as defined by Claude Shannon with a theoretically proven guarantee and resolved the challenge that had plagued the field of information theory for nearly 60 years.

Starting in 2010, Huawei began working with Dr. Arikan to take polar codes from theory to practical application. Now polar codes are a 5G standard (decided by 3GPP).

And polar codes bring us right up to the edge of Shannon’s limit.

 

Why does it matter?

 

In a word, 5G.

Basic research is key to industry development. Theoretical breakthroughs, often made after decades of focused scientific effort, help set the direction of technological progress. LDPC codes (which are used to correct errors during information transfer) were first introduced by US professor Robert Gallager in 1963. Decades later in 2008, a Turkish professor at Bilkent University, Erdan Arikan, proposed an improvement to LDPCs known as polar codes.

5G will support 100 billion connected cellular devices, a number much larger than what a 2G, 3G, or 4G network can support. With a larger market, holders of 5G standard-essential patents are able to get reasonable returns from their R&D investment.

 

What is Huawei’s contribution?

 

Huawei is presenting an award to Professor Arikan in “recognition of his work as an outstanding scientist, and in tribute to his practical spirit and dedication”.

Turkish professor Dr. Erdal Arikan, from Bilkent University, visited Huawei’s global headquarters in Shenzhen yesterday and met with Huawei founder Ren Zhengfei.

Quite importantly, in the current environment, Huawei reiterated, on this occasion, that they follow the “FRAND” principle for 5G standard-essential patents.

Huawei is a major 5G standards contributor and patent holder which gives them a leading position on the worldwide stage. They have, however, committed to following the FRAND principle – Fair, Reasonable, and Non-discriminatory – “as they have always done in the past”.

The future of 5G will be with Huawei or not be. From an external observer point of view, one can but notice that the discourse has not changed. For the past few years, through the growth stages and through adversity, Huawei tends to stick to the principles of Mr Ren and work towards bettering the world through collaboration.

And recognizing others’ contribution. Here is to you, Professor Arikan!

 

Disclaimer-

As a KOL (Key Opinion Leader) for Huawei, I can be invited to take part in various corporate events both produced by Huawei, as well as any other corporation. While Huawei, partners or other corporations may cover my travel expenses to these events, I’m not a paid spokesperson for Huawei or any other company; as such, nothing I say or write about is in any way required, nor forced by Huawei. My opinions whether related to products or companies, both positive and negative, are mine; and mine alone.

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Social media and marketing bites

Social media, as bite-sized takes. Here are some of my little pieces of smarts on some of the current topics.

 

Employee advocacy has always been important but it is growing in importance with the development of social selling

 

One mistake to avoid: encourage employee advocacy but do not “force” it on employees #influencerchat

 

Personalized social media marketing

 

Personalisation starts with structure. Know where you stand, what the key messages are, who the audiences are, etc. Then adapt with different takes.

It has become crucial to talk to people individually, not only for thesake of humanity, but also social selling and advocacy.

 

Expiring content

 

Use expiring for black ops! As in guerilla marketing or limited offers. Create urgency and strong response from audience

 

Organic traffic is becoming harder

 

Look into it and learn. Use data and updates to SEO systems to help you see what works and stands out. But start with great content.

 

The benefit of social media data

 

You don’t steer a ship without tools and directions. You don’t steer a social media vessel (& strategy) without these either.

 

Emojis

 

The interesting feature of emojis, beyond language, is that it adds “color” to a tweet. It makes it stand out more than text.

We love everything visual. And emoji have a playful feel to them too that attracts the eye.

 

Live  streaming / video

 

Video makes content more appealing to audiences. It is visual, easy to consume and often more human.

 

One final focus

 

Ensure having a platform to aggregate all contents from social media and make it searchable / referenced for reach.

Lessons for building a solid startup

Building a startup is not easy. Keeping it alive even less. From the moment an entrepreneur makes the decision to start a business, it is crucial that they follow the right steps in order not to waste a commendable initial effort. In this post, I want to point out six important things about building a startup:

Pitching

Pitching a business does not come naturally. In the context of the bootcamp, a startup has to convey what their business is about but also convince someone to vote for them or simply agree it’s a great idea. And that is within five minutes or less and an ever-changing panel of judges. You must be able state the problem you are solving in a sentence, and how you are going to make money with your solution within a few more. It’s a good skill for convincing almost anyone of anything!

Having a solid team

We welcomed some single founders and some teams. While we do recommend having a mix of skills (hence a team), what matters and helped individuals and teams over the weekend was the ability to not lose their nerves, to be able to change their game quickly and to keep their focus.

Networking and interacting

Getting into the startup game is not only about business but also about connections. You will – and must – meet all kinds of people. These are people that could be your next co-founder, or investors or just the random person who will see the glitch in your rocket ship idea.

Things happen when you turn up and participate. And you never know just what that might be.

Overcoming crisis

Our bootcamp is both a competition and a learning experience. In both cases, the feedback will be honest, aiming to help but also, sometimes brutal.

If you have truly done the background work, and taken your idea through some good validation processes then take it with a pinch of salt. Otherwise, do not despair and take feedback for what it is too, advice from smart people and fellow entrepreneurs.

Crisis of confidence are one of the most common reasons businesses fail. Do not doubt yourself, make it happen!

Tech is not everything

People, entrepreneurs or not, often need a reminder that technology does not make a product. A need in a sizeable market may. And potential customers in that niche who would be ready to pay for your product will. Success on the market comes from relieving a (real) pain point, that many people have, with a solution that, also, makes good financial sense.

Experience has value

Experience is another pitfall of startups. There is also a reason why 40+ is the age of the most successful startup founders… experience (and networks). We try to bring a mix of experience to startups taking part in the bootcamp as well as highly-skilled enthusiasm in order to add value all along.