Team Members From UK and India Meet!

Lynn and Sara One nice thing about having a global team is you may be able to meet up with a friend from work while on vacation!  This week our teammate from India, Saravanan, is in the UK with his family on vacation.  He met with UK based Lynn for a fun afternoon.  Saravanan thanks for sharing this great photo!

We have another full team meeting in the US in early December, we'll share a photo of the full team then.

Not everyone seeks out coworkers while on vacation but we really are a close knit team that enjoys working, as well as fun, together.  Have you had a chance to visit remote coworkers while traveling?  Share your story.

Marketing blogs - reviews of the best

This blog post is one of about 2.5 million that will be published today. A number that is growing.  So how do you find quality content?  Specific to content marketing blogs this article  from SnapApp offers a good starting point. They scoured the web, reviewing blogs based on quality, frequency, and reader engagement and came up with a list of 109.

Now 109 is still a lot but they have divided them into 14 categories – social media, account based marketing, and marketing technology , to name just a few. In addition, there is a short description of each and a link to a recommended post.  With this list you are bound to find helpful sources of information. 

How many will you start to follow? Which are already on your favorites list?

Working While Moving - Tips From Our Expert, Regina Dawkins

We are lucky to have access to more than one desk treadmill in our workplace. It has become second nature for several of us to walk while working. While It may even seem counter intuitive or strange, anyone can do it by following a few basic tips. In addition, walking at least 20 minutes a day comes with a variety of health benefits. Building up your eye, hand coordination and finding your ideal walking pace at a desk treadmill is imperative. Here are a few basic tips from our expert and super walker Regina Dawkins which will get you started:

-          Start off walking casually at a 1.5 to 2.0 speed, or a select a pace that feels comfortable for you. Keep your strides short and relaxed.

-          Try typing on your keyboard and moving your mouse around. If your hands are little shaky or wobbly, adjust by reducing your speed. Over time as your hands become steady, increase your walking speed.

-          Ensure the desk treadmill is adjusted to your height by checking to see if your bent elbows are perpendicular to the countertop while easily resting on the countertop. Your shoulders should be relaxed.

-          For stability and support while typing, rest your forearms on the countertop.

-          Have a straight body with good posture. Make sure your hips and shoulders are square and facing the countertop at all times. See Regina's great posture, below!

-          Wear comfortable, flat shoes, preferably athletic shoes, that have good traction.

There are great health benefits to walking. It is one of the greatest low-impact cardio exercises, enhancing the level of HDL (good) cholesterol, curbing the production of LDL (bad) cholesterol and it can even lower the risk of cardiovascular problems. If you sit at a desk for hours at a stretch, walk breaks keep your blood circulating and help promote a less sedentary work day. If you wear a fitness tracker, it helps to meet your daily step goals. You may also feel a sense of accomplishment by getting multiple things checked off your list of to dos for the day. It has become a daily routine for many of us and can be for you too!

Regina

Nominating customers for awards - everyone wins especially when Referential writes the nomination!

One of the most gratifying activities we get involved with is creating a successful award nomination – nothing beats seeing the look on a client’s face when they learn that they just won a major award!

We collaborate with our clients to target specific industry awards for the coming year and then work with account teams to identify noteworthy candidates; either individuals, teams, or whole companies. We typically then do a short interview with the lead nominee and put together a submission for the individual award. Then it’s out of our hands!

We have a stellar track-record for nominations that get picked as winners and category finalists. We are very proud to have Deutsche Bank win a very prestigious award for an IT Risk Management project at a ceremony just held in Munich – the recipient notified us from the banquet hall floor! See their photo below. We also were delighted to hear that Johnson & Johnson received one of the top prizes at the latest Dell annual conference. However, not all our submissions are for large corporations: We championed a regional consumer services provider and were equally excited to be notified that they will be presented with the “Best in Class Contact Center” honor at a major industry event to be held in June in the US. All three happened in the last month and all were nominations written by our mangeing partner, David Feber.

Irrespective of the ultimate outcome, we repeatedly see major returns from even just submitting a client for an award – all too often people don’t get positive feedback, so being nominated is understandably viewed as being a huge deal! We’ve found that for a modest amount of work, the payback is dramatic and the sense of goodwill lasts for a long time – we highly recommend it!

Olaf receiving KC Award 2018
Olaf receiving KC Award 2018

Enjoyed our Hunt!

Most of our remote employees have been here this week.  It's been busy with lots of onsite client meetings, we've taken the opportunity for strategy meetings for Referential, and we made time for some fun. We did a scavenger hunt with Big City Hunt, learning a lot about our home town of San Jose, California along the way.  It was a beautiful afternoon and a nice walk through a variety of city sites, some even the locals had never seen.  It was a great introduction to the area for the remote team members.

And we're good at what we do!  Answering questions, doing challenges, we beat 100% of Big City Hunt Teams with 10 players!  And we have a few pictures to share.  One of the group, in height order but our 6'9" team member took the picture so you don't get to see our tallest.  And Andreas hugging a tree, one of our challenges. We really enjoyed the hunt!

The Power of B2B Referrals

Nearly all B2B decision makers start their journey with a referral.  By nearly all, the Edelman Trust Barometer says 84%.  That is significant.  This, and other important stats, are shared in an infographic on the Influitive blog titled, "17 B2B Referral Statistics You Should Know (But Probably Don’t)".

Influitive teamed with Heinz marketing to survey North America B2B professionals from sales pros to executives. The results tell us a lot about the impact of B2B referrals on both sales pipeline and revenue growth.

It’s clear that referrals have a higher conversion rate and close faster than deals from other sources. You can see the stats in the infographic plus access the complete report. Even though referral sales are so very valuable it’s surprising a larger percentage of companies don’t have a formal referral program. This study notes only 30% have such a program.

Does your company have a referral program? Do you leverage your advocacy program through to referrals? Share your insights below.

Worldwide Business Etiquette Insight from Referential's Lynn Watts

At Referential we work with clients from all over the world and we have staff in the US, the UK, and India. There are many similarities between the way business is conducted throughout the world, but there are also differences that need to be considered. There are differences in greeting style if meeting face to face, how to address others in correspondence, communications may require an interpreter, and varied meeting structures to name a few. Some business cultures are quite relaxed in style, while others are serious or regimented. As Advocacy Consultants we spend a lot of time corresponding with people globally, so to avoid confusion it’s important not to use slang expressions or local idioms that could be misinterpreted. We need to be mindful that in some countries people expect to be addressed formally. For example, in Germany and The Netherlands it is standard to address people using their academic title. Someone with a PhD should be addressed as Doctor and titles should be used until you are given permission to use their first name. When in doubt, erring on the side of formality is safest.

In order not to offend the people you are interacting with, it is important to consider and adapt to how business professionals operate in different parts of the world. There is no global standard of business etiquette. What might be commonplace in one culture could be unusual or even offensive in another. Where possible, do your research in advance of professional interactions with international clients. When in doubt, ask. People are very helpful and like to advise about what is and isn’t acceptable in their culture.

Derin Cag at Richtopia provides a very enlightening article and infographic to further illustrate this topic.  Share your insights into business differences around the world!

 

Secrets to more online customer reviews from Trish Bormann of Fortinet

Our client, Trish Bormann of Fortinet, was recently interviewed by Nichole Auston of ROInnovation.  Nichole was interested in learning more from Trish about how she has been successful at increasing the number of online reviews for Fortinet at Gartner Peer Insights.  You can see the video here.  Full disclosure, we did work with Trish on this project. The video interview is short and well worth your time to view. We all know that while vendors are good sources of information they aren’t seen by customers as the most trust worthy source.  For trusted insights customers are increasingly looking to their peers, friends, even family. With 90% of consumers reading online reviews you need to be there.  Your product needs customer reviews.

In addition to the great interview with Trish, the same link has an article from ROInnovation with tips for determining your needs, creating an action plan, implementing your plan, and then evaluation of your results.

Have you been successful at increasing the number of reviews at Gartner Peer Insights or any other site that is key to your customer base?  Share your tips below.

Document your communication processes - the many benefits

The Forbes Communication Council recently shared their ideas  for documenting communication processes. Those processes are often fundamental to business success and once in place will allow you to act quickly and even scale smoothly.  They share an eye-opening stat that communication breakdowns can cost businesses as much as $37 billion a year!  The 14 council members each share a tip. Whether it’s ‘Start with the Basics’, ‘Create a Handbook’, or ‘Know Who to Ask and When’ the ideas are sound and with information on how it’s helped council members or how they implemented the idea internally.  Council members span universities to high tech companies like Cisco and Microsoft. Obviously successful organizations we can all learn from!  It’s a quick article that is sure to give you ideas to improve your documentation as well as your communication processes.

Are you speaking for your company or yourself?

  Working with customer advocates daily we’re often posed with a dilemma. Is the advocate speaking on behalf of their company or as themselves?  Speaking as themselves might allow them to bring a richer set of experiences, all they have learned in past jobs and through education. Yet the opportunity is being brought to them due to their employer. So which is it?

As you might expect the best answer here is ‘it depends’!  What are they being asked to do?  What knowledge allows them to be the best contributor possible? What does their employer allow?

We find that many of the advocates we work with have company policies for advocacy activities and social media involvement. Participation in an advocacy program can be the trigger to learn those policies! We have seen a wide range of policies and can work with any limitations they might set but we also see the flexibility for a wide range of involvement.

Does your company have advocacy policies? Policies for social media involvement? You might this article about corporate vs personal branding interesting. It’s from The Content Marketing Institute, written by Ann Gynn. It’s a good discussion about how advancing one’s personal brand and your corporation’s brand can go hand in hand. Worth a read.

 

Succeeding as a Remote Employee: Hints from Referential’s Hanita Epstein

Being productive every day is a challenge. The challenge is nearly tripled if you work remotely, because home and work never seem like separate entities. The freedom of working from home is tough for some employees to adjust to. And as remote work is becoming more and more popular, I thought I would put together some tips to maximize your productivity as a remote employee.

Create a routine 

Setting up some structure for your day is very helpful. I work off my bullet journal, designed to track my goals and accomplishments. Every night before I head to bed, I make a list of tasks I need to accomplish the next day. Throughout the day, I track how much time each task takes, shuffling my priorities as needed. At the end of the work day, I reflect on which tasks I completed, and identify what I did well and what needs work.

Find a workspace 

Have a designated space to do your work. You’ve probably heard of aspirational stories of people who move country to country, living the life as a digital nomad. The truth is, being on the move is a productivity killer. Dealing with accommodations, WIFI connections, and low energy levels can decrease work efficiency.

Upon moving to Seattle, I found that working remotely allowed me to feel more local. As I worked at various coffee shops, libraries, and cafes, I was able to explore the city in a way that boosted my creativity and productivity. 

Have designated work clothes

The mindset “look good feel good” really comes into play as a remote worker. While you may not technically need to get out of your pajamas, I recommend getting dressed in “work clothes” each day, to get into the right frame of mind.

Wearing work clothes around the house will also limit your temptations to complete midday chores, like cooking and cleaning. Those types of mental boundaries help avoid distractions and keep you productive for longer stretches of time.

Keep in touch 

You’ve heard of the old phrase “out of sight, out of mind,” right? Unfortunately, remote workers can suffer from this, unless they make an effort to stay in touch with their boss and co-workers. With email, instant message, and shared spreadsheets, there are a myriad of opportunities to stay connected. The challenge is making a point to stay connected, to reassure employees you are there for them, and working as expected.

Let us know

Few employers train remote employees on how to be effective throughout the day, let alone explaining how to boost their creativity. Try out some of Hanita's tips and see what works for you! Leave a comment with additional tips and tricks.

Time to refresh your program?

This blog post from Influitive has hints for spring cleaning your AdvocateHub.  All great hints and ones we do more frequently than only with a spring refresh.  If you are an active member of our hub you have probably noticed that we update regularly.  Each quarter we change the theme of our Hub. We brainstorm potential new ‘locations’ and have a Hub challenge where participants can vote for our next destination.  And then the refresh begins. Our Hub manager, a position which rotates so we all have expertise with AdvocateHubs, chooses a specific day for the change.

Over a pizza lunch we make quick work of a full refresh.  All challenges are reviewed to ensure they are still relevant and we check for broken links. Photos that accompany each challenge are reviewed and the majority are changed to align with our new theme.  Our latest change was In January when we moved from Germany to the Olympics and Korea.  The changes to challenges and the visual theme are the most visible though behind the scenes we’re also looking at advocate groups, rewards, and our metrics.

While the Inflitive article is specific to AdvocateHub refreshes, it really applies to all types of advocate programs.  How do you keep your program fresh and relevant?

Ready for GDPR?

In the global market most of us work in, the new EU General Data Protection Regulation (GDPR) that replaces the Data Protection Directive will impact everyone. This important site  outlines what is coming...are you ready? The site’s homepage includes a countdown clock to enforcement, 25 May 2018 is right around the corner.  The GDPR applies to organizations in the EU of course but also to all organizations, anywhere, that offer good or services to, or monitor the behavior of, EU subjects.  It applies to your organization, regardless of location, if you process or hold personal data of subjects in the European Union. 

Non-compliance is a serious matter, the fines can be substantial. All organizations need to be prepared for this change. The site linked to above has resources to help you learn more. 

Tips for Salesforce Reports - Filter Logic (By Referential's Ankit SIngh)

Do you use Salesforce.com (SFDC) to run reports at your office? Here at Referential we use SFDC every day –  often multiple times a day across all our different clients. As a result, we’ve picked up a few tips and tricks along the way that have made our lives a bit easier. One such tip is using the filter logic feature to quickly find exactly what you are looking for. In the screen shot below, we are looking for accounts meeting multiple criteria. They need to have made a purchase of products, be reference accounts and within in a certain industry.

In this real example we need government/aerospace customers OR customers specifically related to security, defense, surveillance and analytics. Just to give you an idea of the search results, if we only search for customers within the industries we get about 62,000 results. If we only search for customers with those keywords in their name, we get 4,000 results.

To get the results we desire in one report we need to use the filter logic feature. Filter logic says “1 AND 2 AND (3 OR 4)”. This ensures SFDC applies the first two filters along with the third OR the fourth.

Excel screen shot
Excel screen shot

You can see our first filter is for customers that are fully deployed or at least have gone through with the purchase of products, our second ensures they are reference accounts, and then we get the account name and industry designation – all in one report!  So much faster than running separate reports, combining them, and removing duplicates. When you run as many reports as we do, any time or effort you can save is certainly worth it.

Tell us how you have used the filter logic field or how you will in the future!

Research shows - sports can be distracting at work

soccer.jpeg

Robert Half did some research  and the data shows sports does impact productivity at work. On the day after big sporting events large percentages of people call in sick or are late to work. The over 1,000 workers surveyed admitted to spending about 27 minutes a day on sports-related activities before a major sporting event. Olympics, March Madness, World Cup Soccer, and NBA playoffs are just a few major sporting events that are particularly popular and just on the horizon.

But it’s not all bad news: Sports can also contribute to teamwork. We focus on sport as a way to get everyone involved in a common activity, to come together and celebrate. We have an office fantasy football league. We’ve been known to play some World Cup games on our big screen too. Lunch time and afternoon tea break (yes, come visit, we have tea in the afternoons) can coincide with sporting events or be the time to manage that fantasy team.

You don’t have to loose the productivity, instead look for ways to foster teamwork and impact morale!

Millennials Want Your Brand to be Authentic

This HuffPost article isn’t brand new but the points are ones heard from many arenas. Matthew Tyson’s article is titled “Millennials Want Brands To Be More Authentic. Here’s Why That Matters.” He talks about how millennials are not influenced by traditional advertising and they will soon be the group with the largest market impact. That matters.

Firms will need to evolve and work with this changing reality. Tyson says millennials want to be engaged and they want brands to be authentic. Tyson goes on to give his view of what companies can  do to be more authentic. His recommendations are for companies to communicate more, be transparent, be relevant, and to care. It’s a quick read but within each category he raises some interesting points.

How is your firm addressing the evolving marketing place?  Share with us how your firm is changing to stay relevant for millennials, we’re interested to learn from your experiences.

Nothing like a little competition!

smiley-stickers.jpg

Sometimes a little friendly competition helps bring some new energy to a task you may have done before. Who says sticker charts are just for kids!For many of our clients we have a focus on recruiting new advocates into their program. Ensuring a robust program membership is the key to finding the right customer for upcoming opportunities. We’ve decided to inject a little competition into the recruiting process for one of our clients.

Sparkly smiley face stickers are climbing up a chart.  Three of our team members are in a bit of a race to see who will recruit more advocates this month. It’s fun and it makes the progress visible to everyone. And the person who recruits the most wins bragging rights though when we have other competitions sometimes they have prizes!

How do you put a little fun into your work?

Great article, full of interviewing tips

We are interviewing our clients and their customers all the time.  Each discussion about how our role with the client might expand is really an interview.  Each call with a potential advocacy program member is an interview.  Lots of them, every day. This article from the Content Marketing Institute, written by Clare McDermott, “Perfecting The Art of the One-on-One Interview”, is full of useful ideas and links to even more ideas. McDermott divides the article into sections: how to prepare for the interview, how to begin the interview, and how to hit your stride.  Each section has great information. Depending on your level of interview experience this may serve as a refresher or be full of new information. We’re sure that even the expert interviewers among you will learn something new.  Reading this article is well worth your time. 

Let us know what you learned or how the article reinforced something you’ve always thought important. Leave a comment, below.

Personas - mistakes to avoid

Do you use personas to help shape your content and programs?  This article by Jessica Vionas on the Business2Community site points out some traps to avoid as you are developing buyer personas. Mistake number one is making assumptions.  Many of us have been guilty of that, especially if you do not have funds for research.  Ideally you would be able to interview a subset of your customers rather than rely solely on market research.  Just don't skip research! Use that knowledge to create fact based, not assumption based, personas. Once you begin to develop your personas the article suggests not slicing and dicing too finely.  How many personas do you really need?  What differentiates one persona from another?  Roles are often used but is it really the role the person is in or is it the challenges they face which are the key differentiators of your various personas?

We hope the last mistake covered in the article is not true for you – creating personas and then not using them!  As the articles says, that is “just silly”.  I suspect some might have even stronger language for that situation!

Do you have fact based personas that you use as you develop content and programs?  Share your experiences in how they have helped you be successful.