Innovation Lean Organization Time Management
A New Paradigm on Solving Problems
13/05/2015
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Usually when we face a problem, we do it directly, mostly because during our working activities, we just have the possibility to allocate a small portion of time, to the many needs in front of us. In that time we have to address the problem, solve it and then switch to the following one. This is the mentality that we have been groomed into and that on the long-term would create stress and inefficiency.

Usually, when we face a problem and solve it, we tend to gain experience, but the real issue is when the problem appears again… and again… giving us the clear insight that there is something wrong along the process before us, a problem that is a double damage: first because we lose time solving the problem, second because we don’t gain any further experience.

The short time horizon that we address, forbids us the possibility to find a one-for-all solution that could prevent us any further loss of time, energy and productivity. For this reason we can start changing this paradigm, by acting not on the problem, but on the cause of the problem, so to prevent from happening.

This simple as interesting idea is explained perfectly on the video posted above, where Dr. Rishi Manchanda focus his message on how we should identify the cause of the problem (or of the illness on his case) so to find the cure and not the solution. This approach can be very useful also inside a company environment.

piccolotto_solution_problem_workflow

Personally I have changed my approach, and now I tend to identify what generates (or could generate) the problem upfront, and this helped me to become more productive, work smarter and use my time and energies on what really matters. To make things easier, I have represented the flow in the image above, and the steps are:

  1. Approach the problem
  2. Understanding if this is a “blocker” or not (if YES! you have to patch it asap)
  3. Identify if that is a one time issue or if it could be a repetitive one
  4. Understanding the cause and the origin of the problem (as the stakeholders)
  5. Developing and implementing a solution
  6. Reignite the activity with the new workflow
  7. If the problem is not solved, restart from number 4

Want some practical examples? Sure! Here are some:

  • Creating templates for emails for my internal (and external) client, so to be sure not to forget info than may be needed, and by making the communication essential and easy to read, so it can be processed quickly
  • Building mockups for specific campaigns, so to have less chances to receive fallback email, requesting more info or clarifications, that I need time to elaborate, write and send

So let’s face the source of the problem to find a long-term solution rather than placing a simple patch.

Social Ecommerce
Facebook Social Commerce for Birthdays
09/04/2013
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Facebook has always tried to understand new ways to generate revenue and increase the interests between business by providing new way to interact with the final user. A lot of effort has been used to pursuing the will to create a Social Commerce (or Facebook Commerce), to enable companies to generate revenue trough social networks and make them justify the relative marketing investments.

Facebook Ecommerce

As can be seen form the screenshot above, Facebook launched a new feature (only for US Friends) that allows users to send a real gift to their friends trough a message on their birthdays’ reminder section. This feature can appear as a simple feature, that in my opinion can have a great success potential, as for the following reasons:

  • Conversion Rate: the conversion rate can be high, as can be taken in consideration the psychological impulse purchase factor, and the provided possibility to buy an important last-minute gift.
  • Reason Provided: along with the previous point, to generate a purchase the user needs a valid reason to use its resources. By using this delivery method, Facebook provides this element that is often forgotten by marketers.
  • Sponsored Gifts: those gifts (I haven’t tested this first person) is a feature that can be used along with the Facebook’s offers, that an user can redeem on a fanpage. But differently, those aren’t a discount codes but vouchers that the final user can use to redeem on a brick and mortar shop or in an ecommerce website.
  • Always a Gain: due to the nature of the voucher, the sponsoring company has always a gain. If its redeemed, a “new lead” is gained or the loyalty increased, if not the company will have a full economical gain as the product/service isn’t requested.

As expressed in the analysis before, this can be a further step toward what can be called Social Commerce. This is because by definition, this should be an environment where the user would be able to buy goods seamlessly with their social activities, and not by using methodologies aiming to push tab-stores or offers, there is the need to remember the different roles and aims of Social Networks and Ecommerce Websites.

Uncategorized
CHOK! Mobile marketing Excellence
12/03/2013
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This campaign is a perfect example on how Mobile phones, aren’t a marketing device, but a personal device that can be used to generate a response by the users.

Social
New Revenue for Facebook via their “like” based Search Engine
16/01/2013
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Today Facebook presented, after a lot of buzz on the internet, as its new feature a “like based search engine”. Regarding the ranking method there is nothing really new, as we see something similar with the G+ button on Google, but here we have as value the “like” that everyone does on pages or groups.

The search itself is divided in two different aspects, a Semantic Search where every user would be able to write a simple phrase and get the best result about their Social Networks, and a Search partnership with “Bing” where the user would be able to search for information outside Facebook, as can be seen from the following video by The Verge.

This new feature strategically provides Facebook the possibility to generate more revenue, in two different (but similar) ways:

  • Time on the Social Network: This feature is mainly done to maintain the user active and for a longer time on Facebook. Time and user actions for Facebook, means “page views” that mean “ad impressions” for Facebook. Resulting in a bigger and potential revenue.
  • Partnership Revenue: The partnership with Bing is an important win-win possibility, because Bing get more visibility, and very probably Facebook get a share of the ads clicked by the users during their search.

In other words and as expressed in the scheme below, Facebook is slowly creating an environment where users doesn’t have any excuse to exit the Social Network to make their activities, they can search what they want and stay connected with their friends at the same time. More an user stays on the Social and generate actions, more chances of revenue Facebook has.

How Facebook make money

Even is I hadn’t the possibility to test it on first hand, there are some considerations that in my opinion are important for the success of this feature (to clear on the short-mid term):

  • Marketing Implementation: Marketing pros are expecting from some time new ways to leverage and generate revenue from Facebook, that was something that its needed. Probably this feature will provide the possibility to make you sponsor the result on specific user queries, but why not giving the opportunity to pay to suggest specific queries?
  • Privacy: As can be seen on the video every user data can be used to fulfill the query results. This brings a privacy concern, where everyone would be able to cross my “likes” within a query, but the users would be able to choose to be excluded on the query or results?
Promotion
Email Design Lookbook 2012
11/12/2012
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Email Marketing means delivering pieces of art and custom information, to a specific segment of your customer base. This channel is probably one of the most difficult, that’s because you decide to push a piece of content that represent you and your company, to people that allow you on their privacy.

Sending a DEM or a newsletter in a TQM (total quality management) perspective takes an effort that not everyone is aware of. Here are some sharp points:

  • Useful Content: No-one care about things that doesn’t consider interesting and they are going to evaluate you on what you share. So to keep the interest high, make niche of your DB and communicate with them on a custom way.
  • Representative: When you push a content, it means that this is the best you can do, so good that you want to share it. So everything you share is a perception of what you consider quality.
  • Beautiful: There is only one possibility, to make a first good impression
  • Safe: There is no relationship if your message don’t get to the inbox. So check your delivery reputation and use a good ESP (Email Service Provider), usually you get what you pay for.
  • One-Shot Optimization: despite a webpage where there is contact traffic, optimizing an email message takes more time and study. That’s because you get feedback (by tracking) only when you do the delivery of the message, results that has to studied and used to shoot an improved message.

Something that can help the marketing professional (and noob), is a document that Responsys released, where they analyzed a total of 20 email marketing messages, providing an insight on what can be done to reach the target. This eBook is a “Pay per Contact“, where you get it if you give them your contact info, making it a great example of content marketing, where you can get a return on free personal contact, free promotion and free backlinks.

Strategy
Google Tag Manager
02/10/2012
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Today Google released a new tool, the “Google Tag Manager“, that will make marketers job way easier and giving them the possibility to speed up their conversion tracking techniques. The revolution of this method, is that the Tag Manager consolidate different tags through a simple and easy snippet code, giving the possibility to professional to use a web interface to add or manage tags, without asking any IT guy or departments to make a change.

The video above explains is a great and simple way how this works, but the features are:

  • The tags would load asynchronously, without slowing down your website and eliminating the conflicts on tag implementations
  • An easy to use interface and templates that would support custom tags
  • To limit implementation errors, there is a preview mode, a debug console and a Version History
  • The tags could be implemented by different users with specific permissions, so that agency and in-house marketers would be able to work together