Nike on IG

  • digital marketing (offense)
  • customer care (defense)

Nike on community building and guidelines, not rules.

“In order to provide that consistent experience on social media, it’s important that employees understand the brand down to its core. Here are several questions that every employee should be able to answer:

  • Who are we?
  • What do we do?
  • Why do we do it?
  • What do we stand for?
  • What is our brand voice?
  • How does our product improve people’s lives?

Nike provides employees with a set of guidelines and examples on how to handle certain situations and conversations across social media. These guidelines and examples help customer care representatives to develop a specific tone of voice from day one.”

Editing and formating

Great overview of links to publish a blog or a book

Create a visual https://www.canva.com/

Create a infographic https://piktochart.com/formats/infographics/

Nike mission and news

Great example of telling your mission, purpose. And the news section. https://about.nike.com/ , https://news.nike.com/

Reading is Candy for the Mind

To inspire and to be inspired, to learn and to teach, to surprise and to be surprised, to broaden one’s mind and to gain that sparkling new energy for our upcoming adventures in the Business LaLa Wonderland.

Based on the most photographed slide of my keynotes: the inspirational booklist, frequently asked and even more often shared. Alternating between business and inspirational motivational titles.

Books appear in random order.

  • ‘Start with Why’ by Simon Sinek
  • ‘Get Your Sh*t Together’ by Sarah Knight
  • ‘How not to Plan: 66 ways to screw it up’ by Les Binet and Sarah Carter
  • ‘Copywriting Secrets’ by Alan Sharpe
  • ‘Eat your Greens’ by Wiemer Snijders
  • ‘Make Time: How to Focus on What Matters Every Day’ by Jake Knapp, John Zeratsky
  • “The ONE Thing” by Gary Kelly and Jay Papasan
  • ‘Let my people go surfing’ by Yvon Chouinard
  • ‘Chasing Excellence: A Story About Building the World’s Fittest Athletes’ by Ben Bergeron
  • ‘Life Scale’ by Brian Solis
  • ‘Thrive’ by Arianna Huffington
  • ‘TED Talks Storytelling: 23 Storytelling Techniques from the Best TED Talks’ by Akash Karia 
  • ‘Good Strategy, bad strategy’ by Richard P. Rumelt
  • ‘Everybody writes’ by Ann Handley
  • ‘How to Win Friends and Influence People’ by Dale Carnegie
  • ‘Epic Content Marketing’ by Joe Pulizzi
  • ‘If I Could Tell You Just One Thing…: Encounters with Remarkable People and Their Most Valuable Advice’ by Richard Reed
  • ‘Daily Reflections for Highly Effective People: Living the 7 Habits of Highly Effective People Every Day’ by Stephen R. Covey
  • ‘Don’t Sweat the Small Stuff’ by Richard Carlson
  • ‘The Ideal Team Player: How to Recognize and Cultivate The Three Essential Virtues’ by Patrick M. Lencioni 
  • ‘Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs’ by John Doerr
  • ‘The Infinite Game’ by Simon Sinek

In addition to the books, check out my list of best apps

Continue reading

Writing Tips

Overcome your fear of numbers, source: https://contentmarketinginstitute.com/2019/10/writing-tricks-audiences/

  1. Turn numbers into people
    ORIGINAL: Over 80% of dentists surveyed recommend sugarless gum.
    REVISED: Four of five dentists recommend sugarless gum.
    WHY: Translating percentages into numbers of people (or things) allows the reader to better visualize who or what is being counted or affected.
  2. Use percentages to show pervasiveness or lack of pervasiveness
    ORIGINAL: About 8 million American workers use public transportation to travel to their workplace.
    REVISED: About 5% of American workers use public transportation to travel to their workplace.
    WHY: If you want to show how common or uncommon something is, citing a percentage can be more effective. In this example, 8 million people sounds like a lot. A reader could be impressed by the number. But when the 5% is used, the reader realizes that relatively few workers use public transportation.
    If you want to show commonality (or lack thereof), use a percent figure.
  3. Count down
    WHAT CHANGED: The original piece from CBS News counted in sequential order, while the version from Vanity Fair started with the highest number and counted down to No. 1.
    WHY: If you reveal the best right away, readers don’t need to continue reading to see the payoff – what is No. 1 on the list.
  4. Count up
    ORIGINAL: Building a new home is an exciting opportunity. To get it in move-in condition, you must pick your interior paint colors, buy the roofing materials, get it framed, and build a strong foundation.
    REVISED: Building a new home is an exciting opportunity. To get it in move-in condition, you must:
    1. Build a strong foundation
    2. Get it framed
    3. Buy the roofing materials
    4. Pick your interior paint colors
    WHAT CHANGED: The to-do list mirrors the order in which they need to be completed – they’re in sequential order.
    WHY: By incorporating the 1, 2, 3, your readers can easily see how the big picture comes together and/or follow it themselves.
  5. Sell the story in 150 to 160 characters
    ORIGINAL ARTICLE: Dressing up in costumes and trick or treating are popular Halloween activities, but few probably associate these lighthearted fall traditions with their origins.
    REVISED META FOR SEARCH: Few probably associate the lighthearted traditions of Halloween with their origins in Samhain, an ancient Celtic pagan festival.
    WHAT CHANGED: In the original, the lede became the de-facto meta description. In the revision, a meta description tailored for search was written.
    WHY: The intent of a searcher often is different than the intent of the on-page visitor. While the lede should be written to grab the attention of a reader, a meta description should be written to capture the attention of a searcher.

More tips

Exercise 1: Limit “I” and “we”
ORIGINAL: In this article, I’m not going to reinvent the wheel, but I will detail how to build a content marketing program that I know will produce great results.

REVISED: Without reinventing the wheel, I will detail how to build a content marketing program that will produce great results.

What changed? The revised sentence includes only one first-person reference rather than the original three. Yet, the revision still reflects the author’s opinion.

Why? Studies show that people are more likely to perceive people who use multiple first-person references as less confident and less assured, or worse, suffering and self-conscious.

Exercise 3: Resist qualifiers and intensifiers
ORIGINAL: Subject matter experts generally are rather excellent resources for content. Talk to them before writing as they can be particularly helpful in identifying very relevant topics.

REVISED: Subject matter experts are excellent resources for content. Talk to them before writing as they can be helpful in identifying relevant topics.

What changed? The qualifiers (generally, rather) and intensifiers (particularly, very) were deleted.

Why? “A qualifier weakens or lessens the impact of a word or phrase … while an intensifier strengthens or emphasizes the importance of a word or phrase,” according to K.L. Wightman’s grammar guide.

https://contentmarketinginstitute.com/2019/02/how-writing-powerful/

Exercise 1: Show, don’t tell
ORIGINAL: The day began with nice weather.

REVISED: Temperatures hovered in the 70s as the sun rose. Fluffy clouds dotted the ocean-blue sky.

What changed: The revised text describes what nice weather feels and looks like. It also defines what “nice weather” means from the writer’s perspective.

Why: Readers benefit when they can visualize what the text conveys. Don’t settle for telling readers something when you can show them with words. Use descriptive words and avoid vague words. Set the scene, describe your source, show how the product works in real life – the options to show are almost endless.

Exercise 5: Use repetition purposely (and avoid it otherwise)
ORIGINAL: The CMO attended a board meeting with the CEO. At the meeting, they discussed the marketing strategy for the coming year.

REVISED: The CMO attended a board meeting with the CEO to discuss the marketing strategy for the coming year.

What changed: The revision contains a single use of “meeting,” but conveys the same meaning as the first.

Why: Efficient writing is easier for the audience to consume. Revise your content to eliminate unnecessary repetition and don’t think keyword stuffing will make your content more attractive to search engines.

https://contentmarketinginstitute.com/2019/05/exercises-writing-powerful/

History of PurpleCow

The origine of Purple Cow, with the homage to a Parisian baker.

“Ideas, bread, and books are all the same–they’re better when they’re shared. The posture of generosity and connection replaces a mindset of scarcity, and Lionel modeled this philosophy every day.”

Adidas brand building

Great read! why adidas shifts its digital comms strategy… “4 yrs ago its #attribution modeling was based on last-click and it didn’t do any #brandtracking. It also focused on #efficiency over #effectiveness, leading it to look at specific KPIs and how to reduce their cost rather than what was in the best interests of its brands.”

“Adidas introduced a new campaign framework with emotional, brand-driving activity at the centre. This was an attempt to connect with consumers around major campaigns three or four times a year, while at the same time Adidas ran advertising with a rational message.”

YT ad tips and tricks

The tips and tricks for best YouTube ads and creatives, by Google.

Help Content for video

How Samsung set up ‘Android and you’ to produce and distribute help content on the Android operating system. Using Google Search Query data to discover the needs of the audience to set up the topic lists.

Platform distribution via YT >> display, social, etc. 138 videos and counting.

Credits to Wayne Parker Kent

More on Help content