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c18844475a2e3f951abc441a86c0da36	https://www.forbes.com/sites/forbesagencycouncil/2021/02/23/tips-for-creating-a-consistent-writing-style-across-your-law-firms-website/	Tips For Creating A Consistent Writing Style Across Your Law Firm's Website	Tips For Creating A Consistent Writing Style Across Your Law Firm's Website Peter Boyd is an attorney and the Founder of PaperStreet. He has successfully helped 1,500 law firms with their websites and marketing. getty Consistency is an underrated tool in marketing, especially when it comes to websites. In the same way that it's important to have content free of grammatical errors, using a consistent writing style is paramount to clean, concise and organized copy. The goal is to ensure that any repeating elements (i.e., words, phrases, names, abbreviations) within your website are the same on Page 1 as they are on Page 2563. Here are some tips for creating more consistency across your website. Define a style for first and second references on the same page. On a law firm website, the firm name is typically used more than once per page. If you have a lengthy firm name, consider using a different version on the second reference. Typically, the second reference is a shorter or abbreviated version of the more formal firm name. It is also important to consider whether you want to include suffixes upon every reference of the firm name. Does “P.A.” need to be tagged onto every reference? If it is a core part of your brand, yes. If not, consider dropping it after it is used just once on the page. MORE FOR YOUCoach Your Mind For Resilience In The Workplace, Just Like Professional AthletesLooking Ahead: Thriving In An Increasingly Digitalized World With AI, Hyper-Personalization & InnovationPandemic Shows Leaders That Uber Model Is Not As Attractive As It Was Decide on a naming convention for people. I recommend that the first time a name is referenced be the full name. On references after the first, the firm needs to decide whether they want to be more formal or casual. There are many iterations that you can choose to use, including Mr. Smith, Attorney Smith, or John. Another important consideration is whether to include “Esq.” as a suffix on attorney biographies. We recommend against adding the suffix because it is repetitive of the very nature of the biography. It should be plenty obvious by the time a user gets to your biography that you are indeed an attorney. To capitalize or not to capitalize? Some law firms capitalize the names of their practice area groups. Some capitalize positions within the firm (i.e., Partner, Associate, etc.) regardless of their placement in the sentence structure. While it is generally accepted for the names of titles to be capitalized only if they appear before the actual name, some firms make a style decision to capitalize regardless. If you have a formal name for your practice groups, then capitalize. If you’re simply stating that you offer commercial litigation services, there is no need to capitalize. Pick a format for attorney biography sections. It is likely that each of your attorney biographies will have at least some of the same sections (think education, awards, etc.) These sections should have style guidelines to ensure consistency from biography to biography. For example, you can spell out “Juris Doctorate” in the education section of each biography, or you can abbreviate “J.D." You can choose to include years or not. Small details make the difference. Consistency within your website content is a detailed undertaking, but these small details are what can make the difference between "blah" websites and "wow" websites. A consistent style says something about your service without needing to say it. It exemplifies that you are detail-oriented and organized — two adjectives most people want in a lawyer. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
f262f7701d0442cbeb18fed3259c784a	https://www.forbes.com/sites/forbesagencycouncil/2021/12/28/good-year-or-bad-now-is-the-time-to-invest-in-customer-experience/	Good Year Or Bad, Now Is The Time To Invest In Customer Experience	Good Year Or Bad, Now Is The Time To Invest In Customer Experience Chris Wallace is the President of InnerView, a marketing consulting firm that specializes in internal brand alignment. getty There’s no question that 2020 has been a challenging year. But that doesn’t mean it’s been a “bad” year for all businesses. While many segments have suffered revenue declines through the pandemic, others (i.e., home fitness, outdoor recreation, home remodeling, to name a few) are seeing booming sales and popularity. For segments seeing record sales, there are real risks that come with having so much success during this period of rapid change. Here’s an example: I recently had a conversation with someone in the major appliances business. They indicated that their August sales were up 60% over the same month the previous year. Sixty! Six-zero! For an industry that would be happy with 6% and ecstatic with 16%, a 60% increase in sales seems unthinkable. It is hard to imagine that August 2021 will be a repeat of that success. While the current challenge for these surging industries might be fulfilling all their orders, the demand is not likely to last. These businesses must recognize that while they are currently busier than ever, there are dramatic shifts in consumer habits that will impact them in the future. Consumer expectations of a smooth and safe customer experience (CX) are increasing at a rapid pace. No matter what your performance has been this year, your future success will depend upon your ability and willingness to adapt now. Don’t Fall Into the “Success Trap” My company does a lot of work in the home improvement and building materials segments. Most companies in these sectors are having banner years. MORE FOR YOUTotal Wealth Of Tycoons On 2021 Forbes Hong Kong Rich List Rises Amid PandemicEqual Pay Day & Equity At WorkTime For Leaders To Stand Up On Making Business Truly Sustainable Short-term customer demand spikes are driving their sales. People are home more and they are investing in their houses. The demand is so high for these products that the scrutiny on the buying experience is relatively low. While most businesses have made short-term adjustments to be Covid-friendly, their success is not the result of CX improvements. An executive told me recently, “The customer experience in our industry hasn’t improved in 25 years.” Within their success lies a significant risk. If all their energy gets spent to keep up with short-term demand, that could hinder their ability to see the bigger picture. Brands need to invest time and money to examine how they are serving customers today — whether through digital channels or in stores — and determine if their experience is good enough in this new environment. The home improvement segment is just one example. The lesson applies to all industries that have experienced rapid growth in 2020. While you are fulfilling orders, others are developing new, innovative ways to serve customers that will set them up for long-term success. Where to Focus In between taking and fulfilling orders, it can be tough to know where to spend your time and money. The good news is, strong performance means there is money to reinvest in your business. From the industries we have observed and the trends we are seeing, here are three areas that can help ensure your business is prepared to serve the modern customer well after the pandemic: • Reimagine your customer journey. CX strategy has changed drastically during the pandemic. Companies of all sizes in all industries are finding better ways to serve their customers. While the pandemic has accelerated advancements around things like curbside pickups, online ordering and virtual video consultations, those things won’t go away. They are easier and save time, in addition to being safer. Your sales in the future will depend upon the experience you deliver. Examine each step along the customer’s journey and compare your processes to those in other industries. It won’t be enough to be on par with your competition; you’ll need to set a new standard. • Upgrade your digital systems. Digital tools are necessary to support the evolving CX. The highest priority needs to be finding ways to make the journey for the customer easier at every step of the way. This could mean upgrading the chat feature on your website to providing dealers or retail partners with access to better tools. Digital does not mean shiny objects; it means simpler, more efficient operations. • Engage your sales team. Sales reps are slow to adapt. It is that simple. It usually happens out of necessity. If your reps are having killer years, they are likely to miss some of the trends they will need to be successful in the future. Look at what struggling industries are doing to keep their reps sharp — things like honing remote/virtual selling skills, hosting roundtable discussions with clients and other pandemic-era innovations. Once again, many of those trends are likely to continue, so be careful not to let sales reps get lulled into thinking they are doing everything right. While many businesses are struggling to survive, others are struggling to keep up with an avalanche of business. While that might seem like a high-class challenge in this environment, it does present some real risks. To ensure that the success is not short-lived, smart businesses will take an honest look at the shifts in consumer behavior happening today and invest in the advancements that will enable them to deliver the new experience customers will undoubtedly demand. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
679dd76cc9a75f755ff2c40d0c55e869	https://www.forbes.com/sites/forbesagencycouncil/2021/12/28/how-to-shore-up-your-2021-business-plan/?sh=36dab6646ed5	How To Shore Up Your 2021 Business Plan	How To Shore Up Your 2021 Business Plan CEO of Agency Management Institute, serving 250+ marketing agencies to help their owners build profitable agencies that evolve and scale. getty A year ago, businesses around the world were looking forward to implementing their 2020 business plans — with no idea what lay on the horizon. In many ways, it seems like a year has passed in the blink of an eye as companies have scrambled to rebuild after facing the effects of the Covid-19 pandemic. The pandemic and its resulting economic dislocation have affected everyone in different ways and to different degrees. We’ve seen that firsthand at Agency Management Institute, where our 250 agencies have all reacted and responded to the crisis in unique ways. But our agencies share one commonality: No one had anything close to a normal year. With agencies cutting an estimated 35,000 roles in 2020, companies are operating on a smaller — and often smarter — scale. Regardless of whether your plans were altered directly or indirectly, chances are that it’s been challenging to create your 2021 business plan. You’ve likely either had other commitments and responsibilities pulling you in different directions, or you've faced too many unknowns to adequately plan for the year. The good news is that there’s still time to create your business plan for 2021 — but that time is right now. If your agency has not yet finalized yours, here’s how to do the best you can with the information you have at hand. 1. Start by gathering existing materials. It may seem intimidating to build out your entire year’s plan in such a short period, but don't let it deter you. By breaking down your plan into manageable parts, you can build a plan strong enough to withstand change but flexible enough to evolve as needed. MORE FOR YOUIn 2021, The Smartest Companies Will Be Teaching Leaders These Skills They’ve Never Learned Before4 Ways To Crush Employee Appreciation Day 2021Pandemic Toll: More Than Half Of College Faculty Have Considered A Career Change Or Early Retirement First, gather any planning documents you’ve already started creating for 2021. Ask managers on different teams to send you their top-line goals, key performance indicators, considerations and plans for the year. Then, schedule a two- to three-hour meeting with your leadership team to review the goals and prioritize. Send leaders the documents a week before the meeting, along with your take on how the agency has progressed on each top-line goal. Ask your team members to arrive prepared to talk about which items are still priorities, how to get off-track goals back on track, who should be responsible and which goal matters most to the organization. 2. Factor in taking care of your people. Your people strategy should be a core component of your business plan every year, but it’s never been more crucial than now to prioritize your employees’ health — mental, physical and emotional. With your leadership team, discuss what you’re currently doing to support employees, how it’s going and what you could do better. Are you supporting their work-life balance while they're working remotely? Do you have an employee wellness program or access to an employee assistance program? What sorts of volunteer opportunities do you offer, and are they paid? The more you take care of your team, the more loyal and hardworking they are likely to be. 3. Stay conservative. When it comes to budget, this may not be the time to take risks. While many economic forecasts do predict a small growth rate in 2021, myriad unknowns still exist. No one has a crystal ball, and we still don’t know how the virus, economy, businesses or government will behave in 2021. All these things are interconnected and out of your control. Therefore, it’s better to err on the side of caution with your projections. You can still set stretch goals to keep employees motivated, encourage your team to think creatively and identify new opportunities, but you also want to create a buffer in case of future downturns. 4. Up your flexibility factor. There’s a fine line to walk when you’re systematizing processes and efficiency procedures and making them adaptable enough for an economy that changes daily or even hourly. A traditional SWOT analysis of strengths, weaknesses, opportunities and threats is a good way to identify areas to improve. They teach it in every Marketing 101 class for a reason. Stress test using hypothetical situations. Work with your operations team and head of operations to understand exactly what would happen if your region suddenly implemented another lockdown. Do you have a plan in place? You should be able to create one using your insights and learning from the previous lockdown period. Now is the time to start planning for 2021. Even if you feel behind the curve, remember that many other agencies are navigating the same choppy waters. But by prioritizing your people and striking a balance between strong core operations and flexibility, you can set your team up for success, no matter what the new year brings. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
a1ff0662e612d8f7c54a9b4acb1c1ae8	https://www.forbes.com/sites/forbesagencycouncil/2021/12/28/leadership-in-the-time-of-covid/?utm_content=150202988&utm_medium=social&utm_source=linkedin&hss_channel=lcp-11076326&sh=9675e24e8aa5	Leadership In The Time Of Covid	Leadership In The Time Of Covid Chief Strategy Officer at Rogers & Cowan PMK, one of the country's largest culture and entertainment marketing firms. getty Life has been chaos for not only Americans but the entire world as we continue to weather this pandemic. And the workplace is no different. Where we work, and how we work, is undergoing just as much transformation as the rest of the country. Covid-19 has brought into greater relief that the solutions we already know about leadership are still the most important lessons we can embrace in the workplace. As we close in on the end of the year, here’s a checklist of the best lessons from leadership I’ve found: Diversity is more than what you see on paper. Yes, we must represent all ranges of ethnicity, national origin and gender. But did you consider veteran status? Did you know that many states do not have workplace protections for the LGBTQ+ community? We also need first-generation college students, first-generation immigrants, the masculine perspective and the feminine perspective (both of which can come from any gender). We need income diversity, geographic diversity and diversity in point of view. Diversity isn’t just what your company tracks in metrics. Empowering others delivers results. It can seem counter-intuitive: The more you focus on helping others succeed, the more your leadership vision can be brought forward. This nominally self-effacing principle is the core of servant leadership. That doesn’t mean subjugating your opinion, or a lack of leadership or accountability. It means meeting your staff where they are and guiding them forward — not just to the best version of themselves, but to the best version of the company you want to lead. It takes longer than just telling someone what to do or what you believe; however, that investment is repaid with deeper commitments, stronger empowerment and more growth for everyone. Expect more, better and new. Meeting your staff where they are doesn’t preclude setting high expectations for them and yourself. In a time where it feels like everyone is talking about “connection,” “emotional wellness,” or a hundred other now-common buzzwords, you should still be challenging your staff to make their ideas stand out. It’s not about re-skinning something that works; it’s about taking something entirely new to market with bold choices, mitigated risk and clear ROI. And if it’s not new? Send them back to the drawing board and go with them. MORE FOR YOUPandemic Shows Leaders That Uber Model Is Not As Attractive As It WasAmid Rise In Attacks Against Asian Americans, Jeannie Mai Calls For Intersectional, Anti-Racist ActionOrganizations Grapple With Creating The Hybrid Workplace You are responsible for the messages you send. We tell a lot of people a lot of things every day, and sometimes our messaging can get lost in translation. You get back a memo that doesn’t hit the mark; you get back a social calendar that seems off. The reason, more often than not, isn’t a lack of skill or effort, it’s a lack of understanding. It can be tempting to adopt the outmoded mentality of “they just don’t get it,” but the truth for you is that if your staff is misunderstanding your instructions, you’re not giving them correctly. And that’s a standard you can hold them to, as well, in reverse. If they feel you haven’t heard them, they need to try again. Impact is more important than intention. We hear it all the time: “That’s not what I meant.” And the response? It doesn’t matter. The impact of your words is just as, if not more, important, than your words themselves, and you’re responsible for that impact. You’ll make mistakes; we all do. But coming to every interaction with a pre-emptive sense of accountability will help the people you’re working with give you the benefit of the doubt, have faith in your intention and provide honest feedback that improves your impact. Continuously remind yourself your point of view is narrow. Experience is not a stand-in for being right. Yes, experience matters, but you will also be wrong sometimes. Seek out new information and new opinions from those around you, especially underrepresented voices, and let the world surprise and inform you. You don’t have to take their direction, but you should let them inform your perspective and explain your reasoning, even when you think it’s obvious. It builds investment and respect, even when others still disagree. Know your brand and live to it. When you leave a room, what do you want people to say about you? Pick five characteristics, or three, and remind yourself of them every morning. Make sure that you’re hitting at least one a day. And when you’re in crisis, when you’re stressed, when you’re not thinking about them, think about them. If an action is not furthering the reputation you want to have, rethink whether it’s really necessary in the first place. Be a person, not a robot. Leaders can be distant sources of light, especially for junior staff. The truth is many people are just as intimidated as you might have been as a junior staffer. Share your failures in real time and how you learn from them. Be vocal about it. Embrace kindness. Take time for yourself, even if it’s just to stare out the window. Share yourself, including your frustrations and your successes. Be human. Don’t be a leader, be a role model. Be filled with empathy, and expect it in return. Leadership and collaboration must be balanced. In today’s environment, life can sometimes feel like the tail wagging the dog. Being there for staff, embracing them, being a servant leader, meeting them where they are — it can build good leaders. However, there is a difference between empowerment and entitlement, and a good leader knows where that line is and how to walk staff back from it. This leads to perhaps the best guideline of all, at least from my point of view: Leaders see their staff, hear their staff and empower their staff — but they also lead them through investment, loyalty, passion and honesty. Leaders aren’t there just to march into the future; they are there to light the way for others and make sure everyone’s on the journey together. An ambitious destination is nothing if we don’t make it there, together. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4016c49e8077925179e7323a787387bf	https://www.forbes.com/sites/forbesagencycouncil/2021/12/28/want-to-grow-your-professional-service-firm-focus-on-the-one/?sh=25899461100a	Want To Grow Your Professional Service Firm? Focus On The One	Want To Grow Your Professional Service Firm? Focus On The One At The Shattuck Group, Randy empowers mid-sized service firms to break through to their next level. getty One of the biggest challenges with running a professional service firm is lack of time. I see this over and over again from busy leaders who just don’t have enough hours in the day to do everything that is on their task lists. While this can be incredibly frustrating, there are solutions. After many years of working with and coaching leaders of professional service firms in numerous verticals (financial services, engineering, coaching, management consulting and IT consulting, to name just a few), I’ve learned a lot of lessons about what works and what doesn’t work to produce growth. Here is my singular observation. Focus, not time, is the real culprit. I find that most service firm leaders can define their top priorities with broad brush strokes, especially when establishing annual plans. But it’s the stuff of everyday decisions and tasks that get in the way. Most people seem to be so overcome by the minutia of little tasks that the big ideas never get the time or energy they deserve. This is a major problem because big ideas are the ones that produce growth. I want to put forward here two approaches that have really helped me and a lot of other leaders of professional service firms too: 1. Getting things done. MORE FOR YOUCostco Increases Its Minimum Wage To $16 An Hour—There Is An Alarming Downside That Needs To Be DiscussedSmith College Staffer Who Quit Over What She Says Was Racial Hostility To White People Collects $240,000 From SupportersJoe Biden Made One Campaign Promise That Really Mattered To Teachers. He Just Broke It. 2. The one. Getting Things Done Getting Things Done®, or GTD, is a time management method trademarked by productivity consultant David Allen. Entire books have been written about it. But I don’t find that the greatest benefit of GTD is time management. I think the real benefit is focus. In the GTD model, a person writes down everything that is rolling around in their head so they get it out of their head. This clears the mind. When I say everything, I mean everything. This might include grocery lists, a reminder to drop off the car at the dealer, the recent disagreement you had with a spouse, that new employee you want to hire and the quarter-end financials you need to review. The human mind, unlike our calendars, does not respect time boundaries. How many times have you found yourself thinking about personal issues while at work or thinking about work issues while at home, on your personal time? This understanding — that the mind has no boundaries — is critical to enhancing focus so you can grow. In the GTD approach, a person writes down everything that is in their mind and then categorizes the list according to a few simple criteria. This might include: • Do it now, for simple tasks you can do right away. These are gratifying because it makes you feel really productive. • Do it later, for longer-term tasks. • Do more research, for tasks that are not quite actionable yet. I don’t want to go much further on this approach because I do find it to be limiting. For me, the real benefit of GTD is not getting things done; it’s getting things out of my head so I can fully focus on what really needs to get done. That requires a different approach that I call The One. The One When I first started my professional service company in 1998, I had a lot of drive and energy. I was willing to work more than 80 hours a week and would tackle any task that came my way with a certain relish. I loved being an entrepreneur. But after about five years, my mindset shifted. I began to make a distinction between activity and productivity. This shift in mindset came about as a direct result of seeing how certain activities actually produced growth while others did not, even though they were important tasks to get done. That’s when I began to ask myself this all-important question: What is the one thing I need to get done today to ensure we keep growing? Asking myself that question completely changed my mindset, my ability to establish priorities, and, I believe, my effectiveness as a leader. This is where I find GTD and the one to be very good partners. GTD makes it easy to identify the one from a much longer list. However, the challenge with deciding what one thing I must do today to produce growth is that there are many, many tasks that vie for my attention. But which one will produce growth? Answering this question required me to track my outcomes and activities and to look, retrospectively, at what actually worked. Over time, I began to discover that just a handful of key tasks were most influential in our growth. Most of my clients have discovered the same thing. The activities that produce growth are not necessarily more time-consuming or difficult to achieve than other tasks. But if we don’t prioritize them, they won’t get done or will only get done at half the level of effectiveness that we need. Why? Because the one requires focus — often sustained focus over many days, weeks or even months. Most big goals are multi-phased and require sustained effort. This is why I now pair the one with another key idea: energy. Every day, we all have just so much energy and focus, and then it’s gone. The key to producing growth, I have come to believe, is focusing on the one task at a time of day when you have the best energy and clarity of mind. For me, this is usually in the morning. So you can imagine how I start my day. I used to begin my workday by answering emails and holding team meetings to get the day’s priorities established. But now, I reserve my mornings for focusing on the one. So there you go. These two ideas — GTD and the one — account for much of the success I have realized over the last decade or so. People often ask me how I can be so productive and focused. Now you know my secret. Give it a whirl and I’ll bet it will produce the same results for you. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
14c53ef03bac492889f722aa78ad81be	https://www.forbes.com/sites/forbesagencycouncil/2021/12/29/social-media-relevance-and-marketing-during-the-pandemic/?sh=20a4fcea388f	Social Media Relevance And Marketing During The Pandemic	Social Media Relevance And Marketing During The Pandemic Lion Shirdan is a marketing advisor, creative director and the founder of UPRISE Management, a 360˚ marketing, branding and creative agency. getty In ancient Greece, citizens met in the agora, a public space in the center of the city-state for business, politics and social events. Forums like this have long existed as a marketing tool — they centralize businesses in one location where people can browse and buy commodities. Today, many of us meet on digital forums: Twitter, Facebook, Instagram, WeChat, etc. Of course, the pandemic has accelerated social media relevance, not only as a pleasure, but also as something of a contemporary necessity. The days when we regarded social media indulgence as a bad habit, or a generational flaw, are essentially gone. Instead, it has become one of the most integral aspects of modern society, particularly amid the pandemic when many of our real-world forums have disappeared. But how do businesses market their products on digital forums? There’s never been a better time to market on social media. Here are three marketing strategies that capitalize on social media relevancy. 1. Choosing The Right Platform The first step in reaching your consumer base is deducing which social media platforms they are directing their attention toward. Breaking down user demographics can help you further specify your clientele and target audience based on age, gender, income, interests, etc. For example, Instagram is one of the most popular social media platforms with over 1 billion monthly active users. However, that statistic alone doesn’t mean Instagram is the right platform for your brand. Forty-nine percent of its users are men, while 51% are women. On LinkedIn, 57% of users are men, and 43% are women. This indicates that female-focused businesses would likely receive a greater ROI by marketing on Instagram. In terms of age, 38% of U.S. adults ages 18 to 29 use Twitter, compared to only 24% of those 50 and older. Therefore, brands targeting younger consumers would likely receive greater ROI from Twitter, as opposed to brands targeting those 50 and older, 84% of whom have Facebook pages. MORE FOR YOUForbes EQ On BrandVoice, A Thought-Leadership Platform Supporting Equity And Inclusion, Launches With Five Initial PartnersForbesWomen Will Host “Voicing Power” Event With Diane Von Furstenberg To Celebrate Women’s History Month And Advance EquityTotal Wealth Of Tycoons On 2021 Forbes Hong Kong Rich List Rises Amid Pandemic 2. Capitalizing On Trends One of the great assets of social media is its proclivity to reveal market trends. During the current crisis, and particularly throughout the mass quarantine stage, many people have attempted to supplement their social deficiency with social media. TikTok has risen in popularity, which has unveiled the habits and forthcoming trends of the tech-fluent generation. It has revealed a growing preference for ingesting media through short video clips and to further embrace the vertical video format, which I think hints toward a desire for brevity and a possible shift in filmmaking methods and artistic expression. Several brands, such as Chipotle and Spikeball, have already capitalized on this and committed to platform-specific content with brief, candid and humorous videos. It’s not enough to simply advertise on a given platform. Embracing the methods and habits of its users is essential. Adopting such trends will help you anticipate the market and remain congruent with social currents during this volatile period. 3. Influencer/Celebrity Marketing As social media grows increasingly relevant, so are its voices and personalities, which is why, as of March, two-thirds of marketers were planning to increase their influencer marketing budgets this year. Partnering with the right influencers can enhance brand awareness and yield greater conversions, and understanding the pros and cons of each influencer tier is essential. Macro-influencers typically possess follower counts in the hundreds of thousands to millions. Due to their massive audiences, macro-influencers are ideal for generating brand awareness and exposure, though they can cost tens of thousands of dollars. In my experience, gifting campaigns are often an effective alternative to paying influencers. The more valuable the product you gift, the more appreciative the influencer will likely be, incentivizing them to exhibit better content and more enthusiasm for your brand. Celebrities, or mega-influencers, are also highly effective at developing brand awareness with their large social media followings. Like macro-influencers, they can be very expensive, but their clout and recognition make them very reliable, as their image is a brand itself, so they must maintain credibility and a dependable reputation. If you are going to spend a significant amount of money on influencer marketing, specifically upwards of $50,000 or more, I recommend always spending it on a celebrity. They are consistently more likely to convert than macro-influencers, and from what I’ve seen, retailers are more likely to adopt a brand if it carries a celebrity endorsement and fan base. Celebrities also tend to have broader, verified public relations channels, while influencers are generally limited to social media. Although mega- and macro-influencers may bolster awareness, they don’t necessarily convert leads into sales. That is the advantage of micro-influencers who, with smaller audiences in the tens of thousands, have developed loyal, niche followings. Consequently, micro-influencers often have much higher engagement with their followers, as opposed to macro-influencers and celebrities who often have less personal, clout-based followings. Engagement is a small but important factor when considering influencers, as it indicates how authentically and organically the influencer will endorse your brand, and whether it will resonate with their audience. Analyzing their social media accounts for bot followers, the number of comments and like-to-follower ratios are effective strategies in determining engagement and whether an influencer will inspire sales. Many of our conventional agoras may have evaporated with the advent of the current crisis, but social media’s growing relevance has diversified marketing avenues. Using demographics to choose ideal platforms, capitalizing on trends and investing in influencer marketing can help you sustain your brand and reach your clientele. As the world changes, we must remember to turn our problems into possibilities and our obstacles into opportunities. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
07bc450a8eb77f421fa4488d00a2adb6	https://www.forbes.com/sites/forbesagencycouncil/2021/12/30/how-to-inspire-and-lead-in-our-work-from-home-culture/?sh=4526c54212ad	How To Inspire And Lead In Our Work-From-Home Culture	How To Inspire And Lead In Our Work-From-Home Culture President & Founder of Mekky Media Relations, a boutique PR agency based in Chicago with clients nationwide, delivering powerful publicity. getty It’s been a challenging fall, as political divisiveness and the pandemic have raged on in our communities, creating a perfect storm of fear and uncertainty. Unfortunately, these difficult times are made worse because so many of us continue to feel isolated from our families, friends and co-workers, with our normal support systems now confined to socially distanced interactions or Zoom. As the leader of my team at Mekky Media, this is something I think about a lot. We are a close-knit group, thanks to the positive culture we’ve built over the past few years, and I worry about the effect of not being together for these long months. I’m sure many business leaders can relate, especially in the current climate when tensions are high and there’s no immediate end in sight. Of course, working remotely has its benefits, and I think many employees enjoyed it in the beginning. But as the pandemic continues, it’s clear that those of us who manage teams must step up our efforts to lead, support and inspire during this time that is turning out to be less of a short-term interruption and more of a new culture. But how can we do this from afar? The most important thing is to make time for your team; don’t let team building or personal attention for your staff get buried on your to-do list. I know this is tough, especially now when we’re already stressed. But I made a promise to myself that this will be a big priority for me throughout the pandemic. And the efforts have paid off with the results I’ve seen. MORE FOR YOUNo Longer “Free”: India Slides In Rankings And Suppresses Civil SocietyForbesWomen Will Host “Voicing Power” Event With Diane Von Furstenberg To Celebrate Women’s History Month And Advance EquityForbes EQ On BrandVoice, A Thought-Leadership Platform Supporting Equity And Inclusion, Launches With Five Initial Partners With some creative team-building programs and an open, positive attitude, leaders can enhance the team’s bond so everyone learns to collaborate better together. When you see this start to happen, it feels great, but it’s also a major win for the business. Here are three keys to making this happen: Consistent Communication My company is in the business of communications, so it would seem obvious that we need to communicate well with each other, especially when we’re all away from the office. I make sure to set a good example by frequently sending all-team emails to make everyone aware of big-picture goals, recognize agency wins or individual accomplishments, offer tips and best practices, or just update them on what my day looks like. We also meet every Monday via Zoom, and each person has a chance to share one thing they’re proud of and one challenge (whether work-related or personal) from the previous week. I believe it’s important to gather together consistently each week. For some team members, this might be their only opportunity to “see” their colleagues and have an exchange with them. I recommend reviewing every client and project together as a team and brainstorming ideas to address any obstacles. Also, rely on communications tools like Slack. This can help your team stay connected throughout the day and quickly exchange information and ideas, and it makes up (a little bit) for not being in the office together. Consider developing a channel dedicated to the hard work of your employees, where anyone can give a shoutout for a job well done. Appreciation is the secret to motivated employees. A Culture That Welcomes We’ve been fortunate to grow our client base this year, as many organizations are realizing the importance of PR in this challenging business climate. This has enabled me to bring on some new staff. The challenge is getting them up to speed and making them feel welcome when we’re all working from home. To do this with new employees, be sure to spend a lot of time talking to them and answering their questions — more than you would under traditional circumstances. Remember, they won’t have the benefit of picking up on the cues that come naturally in the busy office setting. It’s also a good idea to revamp training programs to be entirely online. Make sure each new team member spends some time virtually with veteran staff members to learn the culture of the organization, as well as processes and procedures. That’s the easy part. The hard part is getting to know each other and developing a connection. For my team, this has been a memorable part of some of our fun Zoom calls, where we’ve all answered questions about ourselves and played trivia games. We’ve also enjoyed making personalized videos for each birthday, guessing celebrity lookalikes and hosting a Halloween costume contest. These are things we should all keep doing once we’re back to normal. I think in general we’ve had to work a little harder to connect with others and have found that some of our new approaches are worth continuing in the post-Covid-19 world. Workplace Wellness Many leaders and their employees would agree that what we need more than anything during these trying times is to focus on our mental and physical well-being. I established a series of wellness workshops where we could gather virtually to learn about or enhance our knowledge of things that could bring us peace and better health. If you want to champion wellness for your team, you can do yoga together, meditate, learn about mindfulness, have a cooking class, even a wine tasting — all through the magic of Zoom. These opportunities might require some investment, but the payoff in my experience is well worth it. I’m now exploring where to take our wellness series in 2021. Inspiring and leading in these troubling times can seem overwhelming, but it truly doesn’t have to be. We just need to spend a little more time on building our team and keeping everyone connected, and we might need to get more creative than we have in the past. But this is a time when having a strong team matters most, so the effort you put into leading will pay off in the end — both in terms of business success and better, more fulfilling relationships in the workplace. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
9cf252e0290924d6ced989bc218d1998	https://www.forbes.com/sites/forbesagencycouncil/2021/12/30/no-one-is-a-nobody-social-media-redefines-fame-for-a-digital-generation/	No One Is A Nobody: Social Media Redefines Fame For A Digital Generation	No One Is A Nobody: Social Media Redefines Fame For A Digital Generation Eric is co-founder and CEO of Open Influence. getty Have you been famous yet? When Andy Warhol predicted that in the future everyone would be famous for 15 minutes, the audacity of this idea was rooted in its impossibility. Becoming famous in the 1970s took years of effort by studios, labels, producers, agents and managers. Magazine covers and marquees could support only so many names at a time. An entire gatekeeping industry formed between the star and the audience. All communication was programmed for and channeled through broadcast media. For decades, fame, as a phenomenon, was one-dimensional and one-sided. Fifteen minutes? Forget about it. Stars and fans seemed to maintain their place and distance for life. By the mid-1990s, a new informational era has dawned with the introduction of the internet to the public. Social media further democratized the communications field. Today fame is for everyone. Let me explain. Social media has turned everyone into a content creator. From selfies to reviews to original content, the media entry point has never been wider. Anyone can instantly access any corner of the world through social media. A cool idea delivered in a fitting format is bound to resonate. Rob Kenney uploaded his first YouTube video on April 2, 2020; it was a two-minute tie-tying tutorial. He grew up without a positive father figure and wanted to share "dad-vice" with kids in similar circumstances. The series "Dad, How Do I?" went viral within weeks on a promo budget of zero dollars. Half a year later, his channel has 2.8 million viewers. In broadcast terms, that’s new-HBO-series kind of numbers. This creates organic opportunities for brand engagement. Everyone has something worth sharing and the digital audience is proactive in embracing relevant content. Social media platforms allow you to bypass the maze of gatekeepers and just go for it. MORE FOR YOUPandemic Toll: More Than Half Of College Faculty Have Considered A Career Change Or Early RetirementEuropean Banks Are Cutting Their Office Space In Favor Of Remote Work—While In The U.S., Goldman Sachs And JPMorgan Want People To Return To The OfficeImmigration Bill Shows Need To End Employment-Based Immigrant Backlog Fame today is a multidimensional two-way highway. The celebrity community used to be an insular space with virtually no access for the public, except as consumers of prepackaged, prescheduled content. Life of stars was subject to fantasies. In 2002, US Weekly began its column “Stars — They're Just Like Us,” and we have been getting closer ever since. Now a shout-out from your icon is not unheard of. Over the summer, Missy Elliott launched a viral dance challenge. She reposted daily favorites to her 4-million-strong audience, giving some talented fans a sizable follower boost. Brands could benefit from aligning their influencer marketing strategies to these current events and achieve great success. Sometimes tables can turn unexpectedly. A potato farmer from Idaho, Nathan Apodaca skateboarded to work while sipping Ocean Spray cranberry juice and listening to Dreams by Fleetwood Mac. The cool video took TikTok by storm, prompting Mick Fleetwood himself to join the app and post an homage to his fan. In the post-celebrity era, fame is a constant renegotiation, an active dialogue where stars are happy to share the spotlight. Trust, not popularity, determines and drives influence. In retrospect, "old fame" was based on popularity alone, which was measured in bulk. The algorithm of social validation has radically changed the "new fame" metric. Repeated engagement is driven by trust in the consistent quality of content. Faced with unlimited sources of information, we prioritize personal trust of generic popularity. This has disrupted certain media segments for good. For example, financial advice used to rely on a few broadcast personalities such as Suze Orman or Jim Cramer of Mad Money. Now many financial influencers operate on platforms as divergent as LinkedIn, Facebook or TikTok. Social capital is also built over time. Even with over eight hundred thousand Twitter followers, photographer Brandon Stanton is hardly a household name. However, he is responsible for one of the most inspiring 2020 social media success case studies. His documentary project Humans of New York has been sharing moving personal stories of city residents since 2010. In September, Stephanie “Tanqueray” Johnson, a 76-year-old former burlesque dancer, was featured in a series of posts that went viral. Stanton launched his first GoFundMe campaign to secure a subject’s living expenses. The Tanqueray Trust raised a staggering $2.5 million in small donations. A decade of trust in the content creator translated into decisive action from the cultivated audience. Brands can learn loyalty and longevity strategies from this. The key to fame is no longer appearance, but authenticity. It turns out, the first social generation does not care about social status. It craves shared experiences. Empathy and authenticity top the millennial values charts. For example, that skateboarding TikTok sent downloads of a featured Fleetwood Mac track up 374% because it was admittedly so cool and in the moment. Similarly, when Tim and Fred Williams listened to Phil Collins’ “In the Air Tonight” for the first time in August, it was the raw enthusiasm for a beloved 1980s hit that made their reaction video go viral, boosting track sales over 1,000%. “Ordinary” content creators, not record labels or radio conglomerates, can dictate the charts now. When Rickey Thompson started posting his high-spirited “rants” on Vine, people could not figure him out. Was he a comedian, a prankster, an anti-bullying activist? His unabashed antics inspired millions of followers, and he recently launched a show on Spotify, with a billboard in Times Square. Authenticity pays and pays off. With no gatekeepers in the way of delivering quality content and plenty of platforms to tailor your format, more and more people (and by extension brands) can have an equal shot at achieving renown. Whether it lasts 30 seconds, 15 minutes or a lifetime is up to the content creator’s willingness to maintain their authenticity. The new fame is a labor of love in progress. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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