Maurilio Amorim

Author: Maurilio Amorim

  • What’s the ROI of Social Media?

    “We are afraid of wasting money on social media. What’s our ROI (return on investment?)” said a potential client recently. I understand the hesitance, especially from organizations that have successfully fundraised, or sold goods, for decades through more traditional means such as events and direct mail. I understand their concern. It’s a legitimate one. What should they do? Here’s my answer:

    ROI of social media

    Continue doing what’s working. If you are finding success through direct mail, it would be foolish to stop pursuing it. But also look at trends and costs. Most likely you are seeing a diminishing return on your investments in these campaigns. With good strategy and planning you can incorporate social media tools inside your traditional advertisement or appeals.

    Reach a new audience while you can. There are great groups of people that do not respond to letters of appeal or glossy brochures. If you don’t engage them now, you won’t be able to count on them when you really need them to step up. Communication is changing and whether you like it or not is not an excuse to refuse to use new tactics. The longer you wait to adopt it, the costlier your entrance cost becomes.

    A relationship first. Social media is the only instrument that currently allows you to begin a relationship with your future stakeholders, whether they be customers or donors. “Get to know me before you ask something of me,” is the cry of the generations X and Y.

    It’s not addition, but multiplication. While the engagement cycle for a social media campaign might be longer than that of traditional media, its rewards are also much greater. If you capture the attention and heart of someone, you are most likely to be introduced to their entire network. A Facebook post, a shout out on Twitter, a comment on LinkedIn exposes your organization to an entire group of people you would normally never touch.

    There are tools to measure and quantify engagement in most social media campaigns. But what they cannot account for is for the viral potential inherently present with each post, tweet, video, or picture. We are all one “forward” away from becoming the next Internet sensation.

    What has been your professional experience with social media?

  • 3 Questions You Should Answer Before Launching a Website

    “We have a technology problem.” Words I often hear from a client or potential client. While that might be a valid concern, most of the time it’s not the technology problem that’s causing the issue, but a communication one. My company, The A Group, has a technology division where we have developed a sophisticated platform for media-rich tools as well as a powerful and easy-to-use content management system. While I’m happy to sell our products to anyone who needs faster, easier, and overall better technology, I’m always careful to make sure people understand the it’s the communication strategy that drives the technology and not the other way around.

    This might sound simplistic to some, but I can tell you from personal experience that many churches, businesses, and not-for-profits believe that a shiny new website, a powerful digital media tool, or an iPhone app will cure their communication problems. They won’t.

    What usually happen in the absence of a communication strategy  is that the new technology gets misused, or worse, underused because there’s no plan or a champion who understands how to use it. So before spending money on a new website or technology, here are 3 questions you should ask:

    What do I want this thing do to? Sell products?  Gather leads? Create community? Share media? You need to have a clear vision for your new website or project. Remember, however, that the more things any one system is designed to do, the more complex and potentially less effective it becomes. But regardless, you must answer what’s the “win” for the site.

    Who will be the champion for this project? I’m not talking about a technical position here. This is not a question about technology, but about strategy. Who understands the DNA of the organization to make sure this initiative will look, feel, and work like it should. In my experience when IT (information technology) drives the project, development focus on platforms or the latest development technique and not on the end-user and their experience, where it should begin and end.

    What’s our sustainability plan? Once a project goes live, whether it’s a site or an app, it’s only the beginning. Who are the people responsible for content? What’s the social media elements of the site and who’s going to monitor them? Oftentimes when clients create a media-rich environment and become successful at attracting high traffic, they have to deal with unplanned bandwidth costs. (Think of bandwidth as virtual pipes in and out of your website. The more users you have the bigger the pipes have to be.) If your vision is to give your content for free, that’s great, but you need to figure out a way to pay for it.

    What has been your experience with technology in the workplace? What have you learned?

  • How to Wear a Suit: Suiting 101 for Men

    The suit is making a come back as an option for a casual night out. While it seems like an oxymoron to pair a suit with casual, it’s a new trend in men’s fashion. A great fitting suit will make you look like a million dollars regardless of what you paid for it. The opposite is also true: an expensive designer suit that’s not tailored well will make you look sloppy and unkempt. Just this week I received an email from Hugo Boss featuring how a man should wear a suit in 2012. They appropriately titled it: suiting 101.

    Here are  the basics you should know:

    how to wear a suit
    how to wear a suit 101

    how to wear a suit

    If you follow these guidelines, you will not only look more stylish, but you will actually look just like the model above. Guaranteed.

    What do you think about the suit making a come-back after being almost extinct from the casual American male wardrobe?

  • Closing the Deal and the Audience of One

    In a sales presentation, you need to know who the decision maker is. And if you’re going to succeed, you must get that right.

    I have been in situations where I have presented to a room filled with people but I also understood that ultimately, the decision maker would make that call by himself. In a room of 20 people the opinion of one trumped the 19. Had I not known it, I would have missed the mark on my presentation.

    sales audience

    Next time you need to make a compelling case for an idea, or a product, you must identify the decision-maker in the room. However, do not assume it’s the boss. The ultimate word sometimes comes from an influencer who might not be the highest ranking person in the meeting. I learned that as an young music director. While on paper I was “in charge” of the music program of my church, I knew that Rosie, the long lasting, long standing, and revered organist was the decision maker for that group. It took me several years before I was able to retire Rosie and take leadership of that group.

    Not all decision makers are alike. Here are a few profiles:

    • The Dictator. Old school and in charge. It’s her way or the highway. If she wants your opinion, she’ll give it to you.
    • The Consensus Builder. He needs buy-in from the entire team. Unless everyone is happy or mostly happy, the deal is not going forward. Be prepared for a long sales cycle.
    • The Intuitive. You never know what’s going to trigger the “good feeling” or  the “gut check” with this type of leader. Get ready for a ride. It could be your best and worst presentation or even both at the same time. You might have to throw reason to the wind and come up with your own closing “vibe” angle.
    • Mr. Happy Pants. Worst of all of them. He loves everything and everyone. Your presentation will get great reviews and you might even get a hug. Closing the deal will be a challenge because since everyone and everything is great, nothing becomes priority. You enjoy being with them, but there’s never resolution. Mr. Happy Pants will frustrate, well, the pants off you.

    Who did I forget?

     

     

  • Twitter Etiquette

    I love the instant and concise nature of Twitter as well as the quick feedback and the community I’ve enjoyed being a part of it. However, I have seen a lot of people misuse and even abuse Twitter. So here are my top 5 Tweeves (Twitter Peeves):


    Twittarrhea: An unstoppable string of running Tweets for no reason. If you have 12 tweets within an hour, something very important, dangerous, or extremely cool should be happening. Otherwise, don’t punish us for your boredom.

    Twitteralogue: A long Twitter dialogue between two people. If you want to text your best friend, then great…text him, but please don’t have a long private conversation on Twitter. I really don’t want to know that you use Yukon Gold potatoes for mashing. Remember, you can use the direct tweet option for your personal, confidential, and or boring conversation.

    Twittertising: Uncontrolled self promotion of goods and/or services. Ok, before you accuse me of shameless self promotion and of breaking my own rules, I must clarify. Twitter is a great tool for marketing when done sparingly. If all your posts are promoting goods and services, you’re missing the point of the network and annoying the rest of us.

    Twitterbosity: Verbosity in tweets. One of the distinctives of this medium is the 140 character limit. It forces us to be concise and to get to the heart of the matter quickly. I believe it has helped me become a better writer. I blogged about it here. I have seen people post 3 or 4 tweets to explain a thought. Well, that’s a blog entry. Sometimes you need more than 140 character, but it should be a rare exception and not the rule.

    Twatin’: As in “hatin’” on Twitter. Originally, I had it named Twurd as in throwing a, hmm, well, moving on. Twitterland is all about love and community and there’s no place for ill feelings and pettiness. That’s what email is for.

    What about you? What are your Tweeves?

  • The Wow Factor and Recharging Your Creative Batteries

    No matter what you do, you need your creative batteries recharged from time to time. Creativity help us solve all kinds of problems and not just pick paint colors and furniture for the spare bedroom. There are a few experiences that have helped fill my creative tank. A few years back I took my entire family to  Cirque du Soleil’s show “Love.” It features the music of the Beatles and the cast of Cirque’s über-talented performers. It was an amazing experience–a double wow! The whole thing, from beginning to end, was just jaw-dropping. I won’t try to spoil the show and not do it justice by trying to describe something that needs to be experienced.


    It is intriguing to me how the creative minds at Cirque continue, after all these years, to surprise and give us the unexpected. As I was sitting in the theater waiting for the show to start, I was reflecting on my own expectations for the night. They were huge. I have been to 5 other Cirque productions over the years and my level of anticipation for what they do was extremely high. That’s not even taking into consideration my own critical nature–if you know me at all, you get this.

    So, there I was, sitting with my family after spending hundreds of dollars in tickets waiting to be wowed. And these guys blow me away. Every detail, from the lighting, the costumes, the amazing acrobatics, and the superb sound had been thought through. At times during the show, I laughed, other times I had goose bumps, and once I even cried–just because it was so beautiful.

    I love these experiences; no, I need them. I need them because they inspire me to move beyond my limitations and not to accept the status quo. They remind me that beauty matters and that it inspires and lifts our spirits. They motivate me to attempt something great.

    I want to challenge you to pursue something beautiful for your own sake. Go to a show, to the symphony, to a Cirque presentation. Whether you are an accountant or a creative director, you need beauty, and creativity in your life to help you grow and become better at just about anything you do. Trust me on this one.

    Where do you find inspiration? Where do you recharge your creative batteries?

  • Men: How to Look Good this Spring

    Spring came early for most of the USA this year. While white polo shirts and khakis seem to be a staple for many guys, sometimes you just want to venture out and try something new. Here are a few options you should consider:

    double breasted Spring
    Double breasted jackets are back. They are not as structured as their earlier versions, however. The light blue and peach tie make this a great spring suit for a wedding, the races, or just a nice night out on the town.

     

    khakis italian cuff blue shirt
    This is not an easy look to pull off. The pants have an Italian 2-inch cuff and expose some enough ankle to feature the sock less slip-on dress shoe. The shirt is tucked in the front but left un-tucked in the back. Also the pants have a rolling waist, which can look droopy on the backside if you don't have some good support back there. Another option for those who do not want to ruin a good pair of shoes by sweating in them: wear low profile "invisible" socks…often worn for sports. Aviator sunglasses continue to be popular.
    rblue suit
    A cotton or light wool blue suit looks good on anyone. A simple white shirt and the white handkerchief ad style in the midst of simplicity. The sockless trend has been growing for the past two to three years and will be in full force this season.

    I purposely did not choose young models for this post because I have been told that I feature clothing that only skinny-jeans wearing models could look good in.

    What do you think of these options? Would you try any of them?

  • Successful Surveys in a Time of Consumer Fatigue

    The proliferation of customer satisfaction surveys is taking its toll on me. Once I was inclined to answer them. Now, I immediately dismiss the many requests for my feedback. According to an article in the NY Times, the exponential growth of the satisfaction survey is annoying consumers world wide. In the past, these surveys were an expensive proposition. Market research firms charged a lot of money to define, craft, and administer polls and to find a good representative sample of the target group. There is a lot of science and experience that goes into good quantitative and qualitative research. But with the advent of easy-to-use survey tools like SurveyMonkey, anyone can create a quick one and throw it online. What once was viewed as a privilege is now seen as a nuisance.

    survey fatigue

    So should you give up on getting feedback from the stakeholders in your organization? Of course not; but when doing so, consider the following:

    Keep it short. I mean short. What’s the essential information you must get? Most surveys are designed to get information to help shape a decision. You must decide the minimum required and make sure that’s the first thing you ask. While I, in responding to a survey, might  decide to answer three questions, I will not click through multiple pages. We no longer have the luxury of “warming people up” to the place they will give us what we need. If you fail to get to the heart of the matter soon, you might not get what you need.

    Incentivize. The busier and higher compensated your target audience is, the more you will have to pay for their opinion. Drug companies pay hundreds of dollars for medical doctors to give them feedback. Discount codes, coupons, and ebook downloads are all cost-effective ways to incentivize your audience to engage in a survey longer than a few simple questions.

    Feedback. I have never seen this done, but I would love to know what happened with the results of my survey. I once did a long survey for the marketing firm working on a Coca Cola ad campaign. It would be great getting a simple email back saying something like, “Thanks for being a part of our focus group. Click here to see how you helped shaped this campaign.” If organizations were to start this trend, I, for one, would consider answering surveys again.

    How often to you participate in a survey? Have you found yourself ignoring them more and more?

     

  • What Should You Wear? A Man’s Guide to Looking Your Best

    “I want to look better.  What should I wear?” I get that question all the time. My answer, however, might surprise you. I don’t point people towards a store, a brand, or even a personal stylist. Before you buy the latest edition of GQ for fashion advice, consider the following:

    a man's guide for dressing well and looking good

    You have to “feel” good before you can “look” good. Your outlook and attitude have more impact on the way you look than what you’re wearing. You can dress up in the most expensive designer suit, but if you’re a miserable, unhappy person, you’ll still come across as, well, a miserable and unhappy guy with nice clothes on.

    All about the fit. Beyond style, well-fitting clothes will make you look your best. I cannot tell you how much better a man looks wearing clothing that fit, instead of over-sized shirts and ill-fitting pants. I wrote more about it here.  This is more on how to wear it than just what to wear.

    Know your body. No matter the current trends, find styles and colors that are best for your body and skin tone. There are some universal rules in fashion that one should not break. If you are carrying extra weight, for example, you should avoid wearing horizontal stripes and solid whites. They make you look even bigger. Black, on the other hand, covers a multitude of sins.

    Say “no” to fashion pressure. If you’re not comfortable in it, don’t wear it. If you don’t think you can “pull it off” then walk away from it. There’s nothing more unattractive than a man who’s uncomfortable in his own skin. And if your wife, girlfriend, mother (boy that’s a therapy session line up!) buys you something you just cannot see yourself wearing, be true to  yourself and just say no.

    What other suggestion would you offer to help a man figure out what to wear?

  • How Twitter Has Helped Me to Become a Better Writer

    For some Twitter is a waste of time. For others it is a way to stay in touch with the world. But it has helped me become a better writer.

    Twitter forces me to make an argument or develop a thought in no more than 140 characters. In a world of digital verbosity, that’s hard to do.

    But how much can one communicate in such small chunks, including spaces and punctuation? A lot of people tell me it’s too restrictive.

    twitter writing
    But it has compelled me to focus on the power of words, using them deliberately and effectively–painting a clear picture with few strokes.

    As a former college teacher, I expected my English composition students to get to the point quickly and give their readers a reason to read on.

    In a time of endless blogs and social networks where prose flows unfettered, a well-crafted thought has the opportunity to rule the day.

    Twitter is not about more; it’s about better. It’s like the difference between an eau de cologne and eau de parfum–quantity vs quality.

    Here are a few examples of recent tweets. Some are funny, some thoughtful, some mundane, but all of them succinct:

    • Proverbs 16:32: I wish it didn’t speak so powerfully to me, but it does. As a parent to two teens I need to plaster this to my forehead.
    • New seat cushions on my southwest plane. First reaction: excitement, then sadness that I actually noticed and cared. The crew was amused.
    • Met a huge spotted eagle ray on my morning swim. Never seen anything like it. Thankfully, he seemed less interested in me.

    So there…a few reasons to give Twitter a try: you’ll be more selective in your word choices and become a better communicator.

    P.S.,  In case you didn’t notice this blog post was Twitterlized by keeping paragraphs to, well, as you’d expected, 140 meaningful characters.

    Has Twitter or another social media tool affected your writing?