NIKE: Greatness is not beyond your reach

I’m super impressed with Nike and their ability to reach pretty much everyone – out of all the brands out there, they get it. Watch this video and try to disagree with me.

They recently released this honest and brave statement and call to action under their #findyourgreatness campaign – It features a 12 year old Nathan from London OH. He’s overweight, but still getting after it and it’s down right moving and motivating.

And the thing that impresses me is how they’ve gone from serving a narrow athletic market to serving pretty much everyone: athletes, action sports, males, females, and even overweight 12 year olds.

Personally, I’d love to see Nike stick with Nathan and follow him in his journey to losing weight. Who knows, maybe they will.

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What do you think?

 

20 User Experience Questions for you and your team

This week while working on a website project it was decided that we take a step back and consider the user experience. We needed to ask ourselves some tough questions. With this, I organized some interviews and insights to make sure that what we thought aligned with our customers think.

Photo Courtesy of: Pocopina

Understanding each project is unique and different, here are 20 questions you and your team should take into consideration when designing a UX project.

  1. What is the purpose of the site? Sales? Marketing? E-commerce?
  2. Who will use the site? What are the customer segments? What is their behavior?
  3. What action would you like the people coming to your site to take?
  4. For each action, what do they think? How?
  5. What sites do your audience currently frequent?
  6. What is your customer(s) online behavior?
  7. Where are the people physically at when taking these actions? (home, work, on a bus or at a cafe) and what will they likely have access to (computer, laptop, mobile etc)
  8. Are you the only company offering these products or services? If not, how will you set yourself apart?
  9. What three things can you do really well that others will have trouble duplicating?
  10. What are the things operationally that need to happen in order for the site to do what it needs to do?
  11. For each of those things, is the company setup and prepared to execute?
  12. When these people use your site, what perception/tone/voice do you want them to leave with?
  13. In considering the above question, how will you design the visual elements, the content strategy, the interaction, social, the customer service, the functionality, and performance to make that perception a reality?
  14. What information architecture will best support the actions your visitors need to take? And how will they flow from one action to another?
  15. How will you channel the users through your site?
  16. What navigation structure best fits your audience?
  17. How will people find your site? Organic search, Adwords, social media, other?
  18. How will people engage with your site?
  19. What search functionality will you provide to help people find things on your site?
  20. What you don’t track you can’t measure? What key things will you track to determine your success?

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Anything you would add?

 

Dollar Shave Club: Viral Video Done Right

I say we give the Dollar Shave Club promo video a huge round of applause. This is brilliant in my mind. Great work guys! Super funny. If you haven’t watched this yet, you need too.

Dollar Shave Club is a startup company that provides monthly delivery service for razors that has raised a good amount of VC money because of this video. I don’t know the exact numbers. Anyways, they got the attention of large VC’s like Kleiner Perkins Caufield & Byers, Forerunner Ventures and Andreessen Horowitz – all great companies to have behind your startup.

We’ve all seen startup videos, right? But, not ones like this. If you want to seriously see cleverness at it’s best, then take a look at this video.

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What about you? 

What are your thoughts on the video?

 

SOCIAL MEDIA: IT’S NATURAL TO SCREW UP

What social media mistakes are you making? I’ve made a ton by the way – it’s natural to screw up, we all make mistakes.

We all know social media is an effective marketing strategy but if done incorrectly can end up damaging your business’s reputation and chances for success – you don’t want that.

After at least a couple of years now working with companies, startups, and people on their social media strategy, I’ve put together a list of common mistakes.

Here are the common mistakes that companies make:

1. No plan, plan to fail.

Everything needs to begin with some strategic planning. Take the time to mobilize a diverse team within your company to discuss goals, resources, and anything else necessary to execute. Building a plan is a great way to create a foundation for which everything else is structured.

Once your team is mobilized, here are some questions to get you started:

  1. Do we know are primary and secondary audiences?
  2. Do we have a plan for how to communicate with them?
  3. Do we understand how our social media strategy ties to our business strategy?
  4. Is our social media strategy embraced by everyone in the company?
  5. How does our social strategy tie into our marketing plan?
  6. Who is going to staff the efforts? Are they trained?
  7. How will we measure success beyond likes and followers?

2. Bad timing

Timing is always an issue. Take the time to understand where your customers are, which time zones they are in, and when your sweet spot is. Don’t mess up by assuming you know when your customers are spending time online – do your research and know for sure.

3. Have some Manners

People are horrible with manners and this applies in the social world as well. Don’t be rude, be nice and follow some simple rules.

  1. Start conversations by asking questions.
  2. Don’t follow someone on Twitter, and then unfollow them when the follow you. Only follow people you want to be connected to or you appreciate.
  3. Don’t be selfish. Promote other people as well as your own brand. For every personal social media mention you should mention another person or business five times.
  4. Put some focus to your world or you wont be adding value at all. Try to focus on four or fewer networks at a time.

4. Measure your success

Yeah, it’s hard to measure something like a conversation. However, you can measure things like total community size, the number of mentions of your brand across all channels, and the traffic referred to your website. Don’t be lazy and just track the number of likes and followers…unless you ultimately want to fail.

5. Competitive Benchmarking

It’s important to know who your competitors are, what they’re doing, and how you can one up them.

To keep an eye on your competitors you should be doing the following:

  1. Keep a close watch of their website
  2. Like their page
  3. Follow them on twitter
  4. Sign-up for Google Alerts for their brand
  5. Sign up for their newsletter
  6. Anything else you can think of

It’s just as important to see what their fans and followers are saying and use those reactions to adjust and improve your strategy.

If you have a well designed social media strategy, and avoid the above mistakes, you will be rewarded with more social media love than you can bear.

Do it right and get to it.

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What about you?

What mistakes are you making?

 

 

CURIOUS WHO’S TWEETING THESE DAYS?

Curious who’s tweeting these days and how you might be able to reach them? Or maybe why you’re not reaching them? Take a look at this well done infographic by Column Five Media and see what you can find.

Just this past month Pew Research took a survey of 2,277 twitter profiles and found that twitter adoption among U.S. Internet users has increased by leaps and bounds. I wasn’t all that amazed by this, but what I was amazed by was who’s really using twitter.

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