Monday, September 23, 2013

Color+Content+Conflict+Crisis:Readings for Association Executives & Marketers

Three Ways to Juice Your Marketing Results Using ColorBy Tom Shapiro via

You might not think much about it, but we experience the world through colors. Every day, in all we do, we respond to the colors around us. When prospects arrive at your website, see your display ad, or click through to your landing page, they make decisions within seconds. Color combinations influence their reactions and behavior significantly. Therefore, it's critical to carefully select the colors in your marketing materials. Color Matters. Color is powerful. It evokes emotional responses, helping customers and prospects make associations with particular brands. In fact, color helps people remember brands longer and decide what to buy. Rethink your company's use of color in your marketing, and experience a colorful display of increased conversions.

12 Lessons for Focusing Your Content Marketing Strategy on Education
By Tracy Gold via Content Marketing Institute

Educating your customers (remember, for those of us in association management, members as customers) and prospects is a great way to generate the right kind of leads — and, often, to fulfill your organization’s content marketing mission. Starting with your mission is No. 1.

Traditional Management Will Always Be Bad at Conflict

... dealing well with conflict is integral to becoming a social business. And I suppose many of you out there would agree with my argument, but I’m also guessing that despite that agreement, you still work in organizations that are generally pretty bad at dealing with conflict. Conflict is one of those ideas that we’re good at dealing with when it’s just that: an idea. But in reality? Not so much.
Stop Tying Your Employees' Hands!
By Peter Shankman via Shankman | Honig blog
So many of the issues that become big customer service problems – the ones that wind up being tweeted about and land on the six o’clock news could be completely avoided if one simple thing had happened. Simply put, if an employee had permission to think “outside the script,” the majority of problems that keep you up at night could be avoided. It’s time to start trusting your employees to do the right thing. It’s time to give them more control to solve customer problems. 

5 steps for a social media crisis communications plan
By Samantha Owens Pyle via Team Slice Works and the Nashville Business Journal
To help, here are five steps that are essential for any social media crisis communications plan:
Step One: Identify individual responsibilities
Step Two: Identify potential hotspots
Step Three: Create a timely response deadline
Step Four: Commit to transparency
Step Five: Plan for persistency

The 5 Things Every (Great) Marketing Story Needs

Stories are fundamental to how we communicate as human beings. Tell the right story and you can capture attention, entertain, enlighten, and persuade … all in the course of just a few minutes.

1. You need a hero.
2. You need a goal.
3. You need an obstacle.
4. You need a mentor.
5. You need a moral.

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