Maxys Max Media and Entertainment

Connection Addiction - pull out the plug

Don't you hate it if you're talking to someone and they take a call or worse receive and reply to a text.  You're better to concentrate on the task at hand and let the message go through to the keeper.

Anyway, I'm due for a new phone and have been thinking about a Crackberry (Blackberry) so that I can check emails all the time. On the other hand all this technology is increasingly intrusive to our lives. 

My question is how much value does instant messaging really add to corporate communications? 

I read yesterday that there is an increasing number of people who, when they first wake up of a morning check their computers or phones for messages - even before a pee and a cup of coffee - "I'm not alone!" I cry but then I realise I've got "Connection Addiction!" - YOU KNOW that one message that has to be replied to in an instant.

When you think about it - what a load of crapola!

How do we deal with this constant flow of information?  Are new skill sets required?

"Shallow rivers run fast, think strategic" I hear my dad say.

I look around my office - I currently have four screens on my desk - two for each computer - my laptop and my desktop - geez I'm in deeper than I thought! 

1. One has my Skype account,
2. TweetDeck (Twitter client) and Woopra live web tracking,
3. my emails (multiple accounts)
4. my web browser

Facebook, LinkedIn, Flickr and all that other social connection stuff are accessed through the day - they run from early morning till late.

It's madness but I suppose that's the business I'm in - it's no wonder it's a challenge for most businesses to comprehend and implement.  It's not like a 9-5 shop.

I wonder what would happen if I just suddenly turned them all off or took back control  

• limiting emails to 2 or 3 x 1 hour sessions a day - setting up auto reply to let senders know you'll get back within 24 hours or to call if urgent. 
• Twitter at periodic coffee breaks.  (the water cooler metaphor)
• Facebook to social times (the pub metaphor)

What would the prospects and clients think?  How would it impact sales?  Would more important work get done?

I know from my pub and call centre management days that response time is very important but what about web businesses?

So anyway we'll see - brb - the phones ringing!

Interested in your thoughts?

Trouble reading this - view online http://www.maxys.com.au/20090804189/News/Latest/maxys-report-august-5th-2009.html

Maxys Report - August 2009

From Bricks to Clicks and back again

I'm sitting in a non descript coffee shop in Melbourne putting together some thoughts on Internet Retailing, a smiling waitress brings my coffee and BLT across to "table 23".

As we know the only reason a business exists is to service a customer - the rest, accounting, production, operations etc is just how you achieve that position.

"God this is good!", the sandwich I've just bitten into is fresh - it melts in my mouth.  I sip my coffee "ohhhh fantastic".  That's what I love about Melbourne, 9/10 times you get a great coffee - whether it's the weather being cooler than Sydney or just greater competition raising the standard?  Who knows?

From a retail marketing perspective - Yes online social media has fundamentally changed corporate communications and the advertising landscape BUT the fundamentals of customer service are still the same.

Most business simply treat the web like a brochure - smart internet retailers treat it like a store.

Why do less than 40% of small businesses have a website?  Why are most websites boring?

Most websites don't engage with their visitor, they're boring and driven by technologists not business owners.

"Hi Max, would you like another coffee?"  

Hmmm, the only way they knew my name was when I ordered 40 minutes ago - nice personal touch.   I speak with the owner, there are over 150 coffee shops within a 500m radius - every small details counts - word of mouth is critical. Customers now travel several blocks.

With so many web developers and new media gurus out there it makes you naturally ask the question how many have ever run a real bricks n mortar business dealing face to face with a demanding public?

Key point to understand is that social media technologies are just a series of new tools, like a carpenter has a nail gun and electric saw.  To get results you still need to know the theory to know how to knock a frame together and integrate into the rest of the building.

The new web is social - the challenge is to engage, not force your message down everyone's throat.

The only thing really new here is the speed and ease in which people easily share good and bad experiences.

As a business you either choose to ignore or embrace your communities.

There is an investment to make in online customer engagement and most businesses don't get it.  Business need to realise that today many new customer first impressions and interactions are through their website and with average conversions of 1% (and best practice of 15%) there certainly is room for improvement.

Drive from a customer perspective - a builder has to follow an architects plans - an engineer makes sure it's structure is sound. 

The architect designs based on the clients (your) needs and desires - not what is going to win them an award!

Many businesses will not get results of their online programs because of poorly thought through strategy and selection. 

How does your website connect with the rest of your marketing and corporate communications?

More: HOW TO: 7 Ways to Survive in Internet Retailing

The challenge for retailers is to make their websites as engaging as their stores (should be).

We've all been subjected to "death by Powerpoint" - presentations that steal your valuable time so I started looking for great presentations - ones that left the audience inspired and wanting more. 

Steve Jobs from Apple always delivers great presentations.  Like everything, what appears simple and natural usually means highly crafted.

So, I spent the last month looking at what makes highly effective presentations.  The sources ranged from a whole lot of different things - from advertising, to public speaking, from emails to articles and blogs.  They also included script writing to internet videos.

 The initial driver being three separate events -

1. Our first CLIVE ALIVE event at the beginning of the month
2. Another client who is presenting to a group of builders this Wednesday night.
3. Constantly improving our CLIVEvideo script writing and presentation skills

It wasn't hard to find some good presentations - you only have to look at the TED conferences and read up on some thoughts of marketing guru Seth Godin.

Four books filtered to the top and were consumed -

1. Seths Godins Purple Cow
2. On the back of a napkin
3. Ignore Everybody
4. Presentation Zen

The end result is some good basic guidelines for presentations (too numerous to try and write all down here)

BUT the key, break those sacred cows of presentations process.

When putting your presentation together

1. Get away from the computer and use Postit notes to storyboard and title header first
2. Focus on the audience and What's In It For Them - tell a story, keep it real and human.
3. Focus on the core message then break slides into topic headings.
4. Use high quality relevant images to support headings.
5. Reduce all clutter - Maximum seven words on a slide - remove logos etc
6. Leave the detailed information for handouts after the event.
7. No one every got shot for a slightly shorter presentation