What Your Facebook Behavior Says About You

With over 500 million active users and the average user having 130 friends*, we’ve pretty much seen it all when it comes to online behavior and personas. The premise of the site makes it easy to create new impressions by showing other sides of yourself. Shy people may find confidence behind the keyboard to share aspects of their lives that they wouldn’t in a face-to-face setting, and others love having the ability to share elements of their daily lives with many people at once.

Whatever your reasons for engaging with Facebook, your online behavior can reveal certain elements of your personality, perhaps ones you didn’t intend. Here are just a few.

If You: Update several times per day with every little detail of your life
Then You: May have a circle of Facebook friends who are truly interested in what you had for breakfast or your child’s potty-training progress. There is likely a larger group who doesn’t care. Professional contacts may question your judgment.

If You: Judge people who update several times per day with every little detail of their lives
Then You: Share an opinion with many others. However, keep in mind that people have different reasons for interacting with online social communities. If it isn’t hurting anyone, why worry about it?

If You: Friend your personal and professional contacts on the same page (not a fan page) and proceed to broadcast and sell all the livelong day
Then You: Need to look up the definition of “online community,” and pay particular attention to the word “community.”

If You: Unfriend. Then refriend. Then unfriend. Then refriend.
Then You: Really need to grow up. Sadly, this doesn’t apply solely to teens. It has been the case where grown adults become irritated with others and unfriend them to make a point, only to refriend them after patching things up - a passive-aggressive move since many have several Facebook friends and don’t usually realize they’ve been unfriended (oh, the horror).

If You: Frequently stop in your tracks to update your Facebook status, i.e. while marching in a parade, while standing at the altar during your nephew’s baptism, during a first date, or right in the middle of a fitness instructor training (just sayin’)....
Then You: May have a serious problem and could be missing out on the fullness of each experience.

If You: Enjoy posting to your status cryptic updates or inside jokes that only one or two people will understand
Then You: Risk alienating everyone else. Then again, annoying as it may be, if you aren’t hurting anyone, who really cares?

*Source: Facebook.com statistics
Photo Credit: Tipdeck.com

A Not-So-Unlikely Marketer

When Liana Veda was growing up, she knew she was destined for a career that involved music. Inspired by her parents, music and dance were a given in Liana’s life, including multiple cultures and genres. To say that Liana’s professional career has variety would be an understatement. She is a dancer, choreographer, make-up artist, ZIN (Zumba Instructor Network) Jammer, international recording artist, instructor, ......and marketer.

Yes, that’s right, marketer.

And I am pretty sure that when she was a child bouncing around the house with a microphone and belting out bilingual song lyrics, Liana did not tell her parents that she aspired to become an event and product marketer, but that is exactly what happened.

Liana is a living example of the true value marketing brings to a fitness event. After all, we can create the world’s best products and services, but if nobody knows about them and, more importantly, if nobody demands them, they never see the light of day.

Liana has the shrewd business sense that makes her an artist who is also a pragmatist. She focuses on the creative elements, and pays close attention to the people who will enjoy and appreciate them, addressing their main drivers and product requirements. That’s marketing.

When she set out to spread the word about the 3rd Annual New England Master Zumba Class (which became better known as “Zumbafest”) on March 20, 2011 to benefit the Autism Speaks Organization, Liana identified her target market. starting with a group of loyal enthusiasts- on whom she could rely to make the message viral. Yours truly was in this group. That’s marketing.

She made these early adopters part of her promotional team and identified additional market requirements (in this case, requests for certain Zumba Education Specialists (ZESs) and Jammers to be included) from others in their classes and networks. That’s marketing.

Liana created informational brochures (marketing collateral) and made ample use of her own broad social networks, which included people from all professions--current and former clients, friends, colleagues, students, etc-- and kept the excitement alive through frequent interactions on fan pages. Her constituents fueled this energy by conversing among themselves through the same forums and inviting their friends, clients, etc. to participate. That’s marketing.

As producer for the event, Liana created content and an outreach plan that highlighted the ZESs and Jammers for their unique qualities (in other words, product features and benefits) and communicated with contagious enthusiasm. Liana understands that her product is not a ticket, but that she is instead selling an experience that would be tested and evaluated subjectively in the market. Her personal brand is so powerful that she is able to sell out charity events and create an affinity of followers. That’s marketing.

And finally, once the sold-out event had concluded, she sent a special note of thanks to her supporters, keeping them engaged and continuing the conversation through additional touch points after the event ended. That’s marketing.

In closing, it is also considered marketing when an independent blogger plugs your product in an opinion piece. So if you like latin rhythms, be sure to check out Liana Veda’s premiere self-titled album, Liana, on iTunes. Oh, and Zumbafest was a blast. Spread the word.



Photo credit: Liana Veda

Nobody Puts Baby in a Corner - or My Client in a Box

Patrick Swayze made the line, “Nobody puts Baby in a corner” famous when he stood up for his girlfriend as her parents tried to suppress her individuality in the famous coming of age film, Dirty Dancing.

And now, in a much smaller venue, I take the same stand for personal training clients everywhere. While most trainers today tend to agree about the “personal” element of personal training and that we need to customize programs to each client individually, many still subscribe to the school of thought that clients with common goals can follow the same diet and exercise regimen and that their bodies will respond the same way.

If it were that simple, I would look like a supermodel by now.

It’s not uncommon to find personal trainers becoming frustrated with their clients when their bodies don’t tighten, slim down, or achieve the desired muscle tone as a result of a trainer-prescribed diet and workout routine, especially when that diet and routine proved successful for others who had similar goals. Some even become frustrated, thinking their clients aren’t committed to the result. After all, one of our common pet peeves is realized when we are committed to clients who are not committed to themselves.

However, it can also be the case that a client is simply constructed differently from others. Differences can be seen in many places-- from metabolism to hormones to heredity. This doesn’t mean the client is precluded from achieving the desired result, however it could take more time and different programming to make it happen.

As trainers, it is part of our responsibility to check in frequently with our clients to determine level of motivation, which can fluctuate. Even clients with the best of intentions and the highest level dedication can be temporarily thwarted by that pesky thing we call life. Anything can cause a temporary negative impact on the training effect-- from a job change to difficulties in the home, the marriage, or with children, to caring for an elderly relative, a death in the family, or even pressures from unsupportive families and friends. Our personal training certification courses teach that although transactionally our relationships with clients are professional, part of our roles as trainers is to have our fingers on the pulse of what is going on in their lives so that we can tailor their diets and workouts accordingly(1).

And how do we come to find out what is going on? Simply put, we earn their trust by proving ourselves trustworthy. We check in frequently with our clients and always always always treat them with empathy and respect, realizing that like us, they are not perfect, and working to understand the root causes of anything that could be impacting their success. Since most of us are not psychologists or medical doctors, we can operate within our locus of control by treating our clients with understanding and by proactively changing their routines to help motivate around whatever is throwing them off-course.

As a new trainer, I continue to grow my own skills in this field, and am learning a great deal from each client. While they all have separate goals and objectives and distinct training plans, they share the common thread of being first and foremost human, thereby dealing with many similar human struggles. By acknowledging and working with their circumstances, and by remaining consistently--albeit realistically--positive, respectful, and understanding as well as dedicated, honest, and direct, we can reap the benefits of clients who look forward to their workouts and who stick to their workouts and diets and who enjoy the process itself. Achieving the desired result is just icing on the cake.

Thanks to Patrick Swayze and Dirty Dancing for reinforcing an important lesson about the human condition. Oh, and in reference to another line made famous by the mass media, I’m not only a personal trainer. I’m also a client.

(1) Note that a Nutrition Specialist or similar certification is recommended before providing nutrition advice to a healthy client while a medical degree or dietician registration is required in most states to prescribe nutrition for medical problems.

Photo credit: Hephaestus Audio
Research Credits: Thanks to my many personal training colleagues and clients who contributed their candid thoughts and insights to this article.

Yoga for the Digital Age

I recently had the pleasure of participating in yoga instructor training through Yogafit Training Systems. In addition to two days of intensive training and making new connections with fellow yogi, new instructors must complete a volunteer teaching experience. In my case, this requirement is hardly such, as it was the main draw for me to become a yoga instructor.

In my own experience, fitness has been a key contributor to personal strength, professional creativity, and clear thinking. Yoga has been front-and-center in my own development of a centered life, and as a result I include it in my aim to bring fitness, a healthy mindset, and grounded realization of limitless potential to everyone who is receptive, regardless of where they are on their own journeys.

I sought a new and different way to share yoga with people who either have not accessed it through formal classes at yoga studios and gyms or have felt apprehensive about trying yoga for the first time in front of their peers. From here, the idea of an all-online class was born. Completely new and experimental, the idea is to encourage trial among people in all locations.

With the support of the wonderful people at Cisco Systems, I will be teaching 8 yoga classes over the course of a week completely online via Cisco WebEx. Participants need only a yoga mat and a computer with an internet connection. Classes are completely free, accessible worldwide, and a couple of them will incorporate a 1980s musical theme.

While no yoga experience is necessary, participants are encouraged to become familiar with the basic poses before taking the class in order to ensure proper form and to plan for any props and modifications that may be needed.

Welcome to the digital age of fitness!

Life, Marketing, and the Power of Context

“Never believe a rumor at face value, even when the person telling you is familiar and credible and the “evidence” they present appears factual.”
-My Mother to me at age 13

We’ve all seen the power of context at play in our lives as high school students, or perhaps earlier. We’ve also seen how errors in judgment arise from misinterpretation of context, which can often result in missed opportunities, damaged reputations, and inaccurate conclusions. And it isn’t limited to teenagers or to the popular movie, Mean Girls. It’s brought to bear in many facets of adult life and runs rampant in offices and cubicles.

Would you think differently, for example, of the woman who cut you off in traffic if you came to know that her daughter had been hit by a car and she was racing to the ER to find out if she was OK? Most likely, you would. But rarely do we get a glimpse into the impetus for this type of action.

Character Plays a Role in Perception

A few years ago, I read The Tipping Point, by Malcolm Gladwell, which explains how epidemics and wide-scale beliefs can result from the actions and influence of very few. Since then, I have observed the power of context and the law of the few at play in many situations, both personally and professionally.

“Character is..a bundle of habits and tendencies and interests, loosely bound together and dependent, at certain times, on circumstances and context1.” How many times have you believed a story--or dismissed one--based on your historically predicated beliefs of the storyteller or the subject? While it is important to build a reputation of honest, credible, reliable character, we must be careful not to assume that past history alone will always yield consistent behavior.

Consider the high profile corporate scandals of the last 10 years. Those who were caught embezzling and committing fraud weren’t considered to be of ill character before these acts. In fact, many of their colleagues, family, and friends were shocked by their actions because they had known these people for years as honest professionals and never considered them capable of criminal activity. As a friend or relative, your loyalty may prohibit you from even considering such things about your loved ones, but as a business leader, you are called upon by your constituents to put assumptions aside and remain vigilant about the actions of your employees.

Life and the Power of Context
Consider the following scenarios:

Formed Perception:
“I’m going to beat the kids one more time and then we’ll meet you at the arena.”

Jane sends this text message to her husband, Mike, which accidentally landed in the inbox of her neighbor who bears the same first name. Neighbor Mike promptly called Child Protective Services, the action we’re all compelled to take when child abuse is suspect.

The Reality: Jane, her husband Mike, and their two children were planning to compete as a family in a video game competition at their local sports arena that evening. She was referring to a pre-game practice she was going to have with the children. Husband Mike would have had the proper context, however human error caused the message to be delivered to the wrong recipient. In this case, Mike the neighbor acted in accordance with his civic duty and would not be required to consider context before acting.

Formed Perception:
“Hey Tony- remember how I told you that I think of you like a brother? Well I was wrong. It’s much more than that. When you’re ready, I’ll fill you in.” -Steve

This was an email sent between two people with a business relationship who had become close friends, both having full contextual understanding. At a later date, Steve accidentally discovered a secret that Tony had been trying to keep hidden. Although Steve remained a loyal friend, Tony lashed out at him, using this email and portions of others as “evidence” to support the story he created that Steve was needy and had become obsessed with Tony. This was a fabrication (in fact, while Steve was visibly having a difficult time, it was really Tony who was dealing with a lot of issues which Steve had helped with behind the scenes, and the two rarely discussed Steve's struggles), however their mutual friends and colleagues believed this tale, taking the communications out of context as presented, causing damage to Steve’s reputation and career. Phone logs and other records easily cleared Steve of the accusation, proving Tony to have been slanderous, but the perception had already been formed in people’s minds.

The Reality: Steve had been studying metaphysics and came to believe that he and Tony had been brothers in a previous lifetime, which Tony found intriguing. Later, Steve stumbled upon information that caused him to believe he and Tony had known each other in many previous lives (“It’s much more than that.”). Regardless of whether or not you share their spiritual beliefs, Tony had deliberately manipulated context to further his malicious--and arguably narcissistic--intent.

In both of these rather extreme examples, context was misapplied. By sending a text to an unintended recipient, Jane made a common error that many of us have experienced and could not have prepared for misinterpretation of context. Steve forwent the need to frame context because he was communicating in response to an ongoing conversation he’d been having with his friend Tony, whom he’d trusted. We don’t know why Tony behaved inconsistently with the values his friends and colleagues had come to know as his character but there is certainly more going on with him that likely has nothing to do with Steve. When context isn’t applied, backstories are unclear, which can create further assumptive responses.

Using Context and Influence in Marketing
Unlike in life, where you often have prior personal experience with the people involved, in marketing, we rely on brand image and clever messaging to create initial impressions, designed to induce some sort of action--try, buy, tell your friends, etc. And unlike in life, we expect our customers and prospects to respond to our messages with a perception-is-reality mindset.

In acquisition marketing, we have just a few seconds to capture attention and elicit response to our messages. This is why brand building and customer community engagement through means such as social networking are such important aspects to any marketing effort. Much like our life examples, historical knowledge and multiple touch points with a brand create a foundational impression and enable us to proactively frame context.

Then, it is up to us to deliver on our promises and to keep delivering, both in terms of product quality and authentic interactions. Unlike our overly-trusting friend Steve in the example above, consumers will seek consistently positive experiences with our brand in every interaction, and although past performance may induce purchase in the present, the easy access of substitutes--particularly for low-touch purchases--can lure non-captives away following even one negative experience. A misinterpreted message counts as a negative experience.

As marketers, many of us are what Gladwell calls “connectors.” We have large, powerful networks that we leverage to bring people together and to coalesce ideas. We should feel free to use the power of context to our advantage, applying techniques such as whisper campaigns and teasers in our communications. Market testing (i.e. culture and other segmentation cuts) is an important step in ensuring that context will be understood. This is especially necessary in series communications in which campaign stories are built across multiple communications vehicles and media. Examples of successful application of series context are the California Milk Processor Board’s “Got Milk”, Mastercard’s “Priceless”, and Intel’s “Intel Inside” campaigns, to name a few.

Life and marketing come together when the power of context is applied at a human level. In both, you are dealing first and foremost with people, most of whom apply logic and rationalization to their decisions. Supportive context and frame of reference are imperative, as is the expectation that assumptions will guide some conclusions while individual experiences will guide others.

Oh, and in life as in marketing, authenticity rules. If you veer from it, you will be exposed. If you don’t believe me, just ask Tony.

Did I get that right, Mom?



1Malcolm Gladwell ,The Tipping Point, 2002.
Photo Credit misterirrelevant.com

Marketing and the Law of Attraction: Walk the Talk and Customers Will Flock

What if your company had infinite potential? According to Jack Canfield, it can.
In his book, Key to Living the Law of Attraction, Canfield asserts that you can use the Law of Attraction to attract people, resources, money, ideas, strategies, and circumstances - literally everything you need to create the future of your dreams.

Although Canfield is addressing individuals, the belief in limitless possibilities can apply to corporations as well. Companies that engage the Law of Attraction reap what they sow by attracting and retaining top talent, harvesting new ideas for R&D, and selling products and services. They also incorporate community impact into their business mantras.


The Law of Attraction Goes to Market
As a marketer, you may be wondering how to take the Law of Attraction to market. The key critical success factor is authenticity -- in your messaging, through your social networks, in your product designs, and in all areas of your business. Like charity, authenticity begins at home. This sounds simple enough, but many companies fall short of fully living their corporate visions and values as they carry from the CEO down the ranks. In today’s highly-networked, social media-driven marketing climate, any inconsistencies in applying these values in all areas of the business become quickly exposed. The great news is that the environment also supports quickly exposing any company that walks its talk.

Living Proof
If you’ve read my 2 most recent Word Up articles, you’ve undoubtedly observed my penchant for fitness. So it will come as no surprise that I’m highlighting a company in that industry as living proof of the law of attraction playing out across an entire organization and permeating into the customer base.

lululemon athletica communicates its vision to the world by way of a manifesto, which includes simple yet powerful statements such as, “Do one thing a day that scares you; Friends are more important than money; Creativity is maximized when you’re living in the moment.”

And these aren’t just words.

Over the past year, as I’ve progressed along my own personal health and fitness journey, I’ve had the pleasure of becoming acquainted with several members of the lululemon athletica Boston-area staff, from educators (those on the front lines) to store managers and the regional manager. Each of these wonderful people ingrains the manifesto into his/her own lifestyle, seeks continuous improvement, and thereby becomes a powerful brand ambassador for the company. lululemon employees are walking examples of the Law of Attraction, emulating their corporate values from simple acts of kindness to extensive community outreach and volunteerism as well as constant creation and innovation fostered by a corporate climate that embraces these behaviors. In return, they attract people who share similar values and who are also engaged in the very activities that lululemon promotes. These customers become extensions of the team, and many even spread the manifesto as lululemon ambassadors. To us, this is a new form of marketing that is proving very effective. To lululemon, it is a way of life.

With 2010 sales growth just exceeding 28%*, they must be doing something right.

Using the Law of Attraction for Crowdsourcing
lululemon athletica is a prime example of a company whose existence centers around relationships rather than transactions. The level of commitment they achieve from customers who align their personal brands to the company’s extends far beyond product sales to something of greater worth. lululemon is establishing a network of loyal and altruistic brand representatives who will, in kind, locate others in their own circles who live the manifesto and collaboratively turn out new product ideas, thus creating not merely a customer base but rather an entire culture of community-minded individuals who also happen to enhance shareholder value.

I know for sure about their existence because I have become one of them. The encouragement the lululemon staff exhibited toward me as I progressed toward my own goals far exceeds the expectations I hold of any business, and it will not be forgotten, as I intend to pay it forward. The people behind the brand have inspired me to pursue a number of industry certifications aimed at my personal extracurricular goal of bringing opportunities for formal fitness programs to those who would not otherwise be able to access them and helping people unleash their own unlimited potential.

And of course, I will continue to recommend lululemon products throughout my network.
**



*Source: Dailyfinance.com on Sept 23, 2010
Photo Credit: Reallifespirituality.com

Marketing to the Midlife Crisis

For those who were not convinced of my commitment to get a little more personal by my December 2008 article, Keeping it Personal at Work, this one’s for you. I don't blame you. In hindsight, that post was still pretty general. Having been told by several people that I am a private person and by many exes that I tend to take on the role of the man in those relationships (which I'm sure was not meant as a compliment), I’m going to follow my go-big-or-go-home approach and warm things up on public domain. Ready? Here goes: My name is Sarah and I’m having a midlife crisis. Personal enough for you? No? Read on.

Once I did the fast math and realized that I was closer to 40 than 30 and closer to 50 than 20, Bam! It came on like a Mack truck. Or perhaps, if you agree with Cornell sociologist, Elaine Wethington, along with more than 25% of Americans over the age of 35, I may just think I am having a midlife crisis. Regardless, we are all prime candidates for marketing.

The points that follow summarize my own experiences along with the qualitative information I’ve gathered from friends and colleagues when researching this article, however it does not purport to represent the population at large. The discussions I had with these folks were enlightening, and at times, heart-wrenching.

I’ll preface this with the acknowledgment that everyone’s situation is different. Some are depressed while others see tremendous opportunity. For most of us, it's a combination of the two. Responses to this could be as subtle as flirting with the bartender at the local watering hole or getting a piercing or new hair color, or as intense as moving to another country or offering one's friend a night with his/her spouse (true story). Translation to marketing- we’re not all looking to be bombarded with ads for dating websites and body part enlargements. 20-something marketers beware- the midlife crisis customer is not as predictable as you may think.

During this time, we’re not just seeking fast cars, younger arm candy, and a return to our glory days. We’re identifying who our real friends are (and aren’t), contemplating how we can make a difference in the world, relinquishing our fear of making changes for ourselves, watching our children become adolescents, and thinking about the legacy we want to leave on the planet. We’re seeking to act on all those things we said we’d try “someday.” Many of us are getting married, remarried, or divorced. We’re experiencing challenges we’ve never seen before and healing hurts caused by people we thought we could trust. We’re questioning our own intuition and judgment. We may be changing careers or zip codes. And if a fast car or young rocker stud accompany those changes, well so be it.

In my case, the most profound of these include: recognition of my own strength and potential; a new definition of friendship that entails fewer, closer relationships and the knowledge that I can choose my family -- that close friends can act in as familial a capacity as blood relatives, sometimes more so; personal discovery through prayer and meditation; an understanding of what I want out of life and a commitment to show up for it; a newfound ability to clearly express to others how I feel and what I need; confirmation that asking for help and support on occasion is far more mature and evolved than my wildly unsuccessful former method of facing everything alone; a focused dedication to physical fitness; and my first tattoo, among others. Thanks to all who gave me consistent feedback that I needed to open up more and for your patience as I baby-stepped into it.

When marketing to the midlife crisis customer, consider a few things:

“Midlife Crisis” is not equivalent to “mental holiday.” It doesn’t relegate us to devil-may-care spendaholics. We’re thinking differently about our lives, which extends to the products and services we buy. While this deeper thought requires a higher-touch marketing model, you will reap the benefits of our loyalty once we do buy. We may associate value to different things than we did in our 20s and you’ll have to work harder to convert us. We are difficult to profile, even with the most sophisticated neural networks. Create compelling and authentic messaging to which we can relate during this time. Focus on engaging us directly, and less on our peer influencers, as this group has become more dynamic. Deploy tactics that support this messaging and forego the gimmicks. We see right through that. Remember, we’ve been marketing targets for decades now.

The older we get, the less we care what other people think. For evidence of this, check out the picture at the top of this article to see what I recently wore to a group fitness class. I didn't worry about what anyone thought about my channeling Madonna, and I got a better workout as a result. The midlife crisis prompts us to surface memories of happier times. My friends and I are children of the 1980s and we’re damn proud of that. We remember analog phones, pink gloves, fishnets, big hair, and rocking out to Poison and Def Leppard. We will pay attention to products and services that can reignite those feelings and emotions without recreating the experiences themselves or keeping us stuck in the past. And I’ll keep my cell phone.


I know someone who swears by a very specific and expensive skin care regimen that can only be done to her satisfaction in a doctor’s office, along with associated self-care products. She has nearly perfect skin that makes her look 25, but try telling her that. She will only commit to products that prove themselves worthy. She signed up for this particular set after a detailed small-group marketing pitch and a WOM referral from another customer. I, on the other hand, am very loyal to a couple fashion brands which I wouldn’t have even considered 5 years ago. Why? Because wearing them makes me feel young. And when I feel young, I feel more confident.

So do proceed with marketing to the midlife crisis customer. We’re a big, bold group of people seeking new opportunities and open to offer marketing. But understand that we’ll see you coming. Keep that in mind in 10-20 years when you enter our demographic. Oh, and I can speak for myself along with several of my friends- we’re open to test driving whatever speedster you’re selling.



Acknowledgements:

Research credits- Jamie Barnett, Christine Perkett, Kelly Ferguson, Andrew Nielsen, Tobi Baillie, Marie Luppold, Scott Gleason, Tina Surpitski, Erin Presseau, Mike Presseau, Andrew Ferguson, Raleen Gagnon, George Gagnon, Mike Lewis, Donna Farrell, Margaret DeGraff, Brian Carvalho, Michelle Parker Dowdy, Lauren Krawczyk, Lynne Crimmins, Rich Baillie, Christine Major, Kerry Gorgone

Photo Credit: supercars.dk