Tag: how to

Digital Center of Excellence

>> Listen to the audio version to find out additional commentary and notes about the topics discussed in this post!


Download the MP3 file (8.0Mb, 16:37) – Get the show on iTunes!

 

FIR On Strategy with Andrea VascellariThis is part of a series of posts that explores the “Adaptive Digital Strategy Framework” , an operative guide that I created to plan, execute and manage online strategy programs more effectively and efficiently. Each of post of this series comes with an audio podcast in which you will find the audio version of the post with additional audio commentary about the discussed topics. The name of the podcast is “FIR On Strategy with Andrea Vascellari”.

I briefly mentioned the Center of Excellence when we talked about digital governance models, but in this post we’ll dive deep into it understanding what exactly is a Digital Center of Excellence, why it’s important, what are its main responsibilities and how we can establish one in our organizations.

What’s a Center of Excellence?

In general, Center of Excellence (COE), also known as a competency center or a capability center, refers to a team or an entity that provides leadership in a determined focus area.

For us this focus area is digital, so we can describe the COE as a centralized hub for digital excellence between executive layers and business units.

The COE empowers the existing management and execution roles within each division to introduce digital elements as they apply to each circumstance while still centralizing the resources and intelligence necessary to guide stakeholders. This COE team is often run and managed by a Social/Digital Strategist. The executive management team responsible for the direction of the brand though, remains at the center. Continue reading “Digital Center of Excellence”

How to Identify Digital Governance Models

>> Listen to the audio version to find out additional commentary and notes about the topics discussed in this post! Download the MP3 file (10.4Mb, 21:36) – Get the show on iTunes!

FIR On Strategy with Andrea VascellariThis is part of a series of posts that explores the “Adaptive Digital Strategy Framework” , an operative guide that I created to plan, execute and manage online strategy programs more effectively and efficiently. Each of post of this series comes with an audio podcast in which you will find the audio version of the post with additional audio commentary about the discussed topics. The name of the podcast is “FIR On Strategy with Andrea Vascellari”.

We have already explored the main governance models that describe how organizations are internally structured to embrace new media and emerging communication technologies. If you are not familiar with digital governance models, before moving on, I encourage you to read/listen to my previous post/cast. You will learn more about existing digital governance models and about the “Temporary Decentralization Model”, a model that I created and that it’s extremely helpful to analyze and solve specific strategic problems that can’t be solved by a single unit, by the top management or by the center of excellence alone.

Ok, ready? Let’s get cracking.

We get digital governance models, what’s next?

After I introduce an internal team to the different digital governance models, even if it’s the first time they hear about such models, the characteristics of each model are clear to them. The problems start to emerge when it’s time to analyze, vote or decide on which model they think they are or want to be in. In general it’s very difficult for them to come to an agreement. This usually translates into a waste of time and productivity.

This is a problem that I still see constantly faced by internal teams in large but also in mid-sized organizations, so I decided to dedicate an additional post to this topic. Today I’m going to share with you a specific methodology that I use and that will help you define more efficiently and accurately your digital governance model. Continue reading “How to Identify Digital Governance Models”

Digital Governance: The Temporary Decentralization Model

>> Listen to the audio version to find out additional commentary and notes about the topics discussed in this post!


Download the MP3 file (9.2Mb, 18:42) – Get the show on iTunes!

 

FIR On Strategy with Andrea VascellariThis is part of a series of posts that explores the “Adaptive Digital Strategy Framework” , an operative guide that I created to plan, execute and manage online strategy programs more effectively and efficiently. Each of post of this series comes with an audio podcast in which you will find the audio version of the post with additional audio commentary about the discussed topics. The name of the podcast is “FIR On Strategy with Andrea Vascellari”.

The governance models adopted to decentralize strategic digital responsibilities play an essential role in how an organization performs. Especially for large organizations, decentralization is what guarantees to the management the flexibility required to conduct projects successfully in today’s ever changing environment.

In this post we will explore existing digital governance models and I will introduce you to a new model that helps you analyze and solve specific strategic issues that can’t be solved by a single unit, by the top management or by the center of excellence alone. This is what I called the “Temporary Decentralization Model”. Continue reading “Digital Governance: The Temporary Decentralization Model”

Why, What and How to Monitor

Social Media Today

Credit: This post was published on Social Media Today.
>> Listen to the audio version to find out additional commentary and notes about the topics discussed in this post!


Download the MP3 file (9.7Mb, 19:45) – Get the show on iTunes!

 

FIR On Strategy with Andrea VascellariThis is part of a series of posts that explores the “Adaptive Digital Strategy Framework” , an operative guide that I created to plan, execute and manage online strategy programs more effectively and efficiently. Each of post of this series comes with an audio podcast in which you will find the audio version of the post with additional audio commentary about the discussed topics. The name of the podcast is “FIR On Strategy with Andrea Vascellari”.

It all starts with monitoring and listening, I’m sure you heard that before. But what should we monitor exactly? Why it’s so important and how can we do it? Let’s start our journey by looking at something that I often see overlooked by organizations. Continue reading “Why, What and How to Monitor”

The Adaptive Digital Strategy Framework

Special thanks to Brian Solis.
Brian SolisBrian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. This post was cross-published on Brian’s blog. I want to thank him for the support, the inspiration and for the motivation he gave me. Brian is not just a great communicator, he is a wonderful person and a dear friend of mine. I encourage you to find out more about him and his work at www.briansolis.com.

>> Listen to the audio version to find out additional commentary and notes about the topics discussed in this post!


Download the MP3 file (11.2Mb, 18:17) – Get the show on iTunes!

 

Continue reading “The Adaptive Digital Strategy Framework”

Pathetic Outreach Strategy

Backlinks are good because they prove the usefulness of your site i.e. I write a good post and people link back to it sharing or giving credit to me on their blogs, etc.

‘Pathetic’ is the only word that, in my opinion, can describe the latest series of attempts of certain individuals to get backlinks.

They write you an email in which there’s no link to their personal sites/blogs or sites of organizations they work for, etc. (first red flag) At times they even write you claiming that they previously wrote you even if they never did (second red flag)…(yes, there are other red flags, but I think you get the picture).

The message they send you is basically a condensed mix of useless compliments with the only aim of praising you to get in return a post with a link to their/the content that they are trying to build authority for.

Over time I received several of these requests, but today I’m sharing this one from Mxxx Txxxxxxxx. He didn’t just do a great job in bothering me, polluting my email inbox and wasting my time, but apparently something also went wrong with the research he did on me (that I’m sure he did before contacting me, right Mxxx?) …because I don’t have a daughter (at least not yet)!

You’ll find the message below.

This is hilarious and sad at the same time. I’m sharing this to remind you to take distance from people like this who want to offer you similar services or shady guest posts. And yes, please make sure to do some good research before you try to get in touch with me. If you don’t know where to start, here’s an entire post that includes valuable tips on how to reach out to someone.

Andrea

On Fri, Apr 22, 2011 at 4:38 PM, Mxxx Txxxxxxxx wrote:

Dear Andrea,

This is Mxxx Txxxxxxxx, writer and website usability consultant – hope this e-mail finds you (and your daughter) well! I would like to begin by saying that I appreciate how unusual most of your posts are; your blog actually does seem to be different, and not another one of those websites that constantly speak about “7 Tools For Facebook.” If you know what I mean. 🙂
I’m getting in touch because I wanted to submit to you an article that I have recently written and which, in my opinion, will fit your readers very well. The piece was written entirely based on my own professional experience, and I would love to see it posted on your blog (at no costs to you.) I only ask that you allow me to include one in-content link from within the article, pointing to a very relevant website that I’m currently working on.

Title: How SEO Has Changed The Online World For The Worse
People are constantly speaking about the positive sides of SEO and how important it is for “MY” business, but not many people choose to address the negative influence it has had on the internet as a whole.

Length: close to 650 words .

Form: HTML file with necessary HTML tags.

Copyrights: 100% original and not published anywhere else.
I hope you like the idea Andrea? If so, please let me know and I will forward the article for your review. If you would like me to write on a different subject then that’s just as fine.
What do you think?
Talk to you soon,

Mxxx

Influencer Outreach Tips

Due to the increasing number of bad pitches that I keep receiving everyday, I decided to share a list of tips that you might want to keep in mind when you are getting in touch with me or any other blogger/influencer. Andrea

  1. When you are trying to pitch someone, please have a look if they have a page in which they provide information related to advertisement on their site. (Rates, policy, requirements, etc.).
  2. Check if the blog/site has the audience that you are really looking for (pitching a blogger without even paying attention to his/her audience is not a good move).
  3. Provide proper contact information about you, your company, the client you are representing (not just your website…).
  4. What are the benefits? (Simple… Make it clear).
  5. Keep it short and on topic. (Skip irrelevant details. People are spending their time reading your message).
  6. Don’t beg for backlinks.
  7. Don’t use pathetic tricks like “Just wanted to follow up on my last e-mail…” if you actually never wrote ‘that last e-mail’…
  8. If you are trying to reach people in the social media space it would be a good idea to at least have a social media presence. (Having a channel where people can join the conversation with you is a plus and an advantage for both. And I mean something more than a simple contact form on your site).
  9. Research before pitching. (Search on the blog/site for any post that might contain information about advertising/guest posting etc.).
  10. Personalize your message and be genuine (Nobody likes to receive an automated, cliche, cold message that you are probably sending out to hundreds of bloggers/influencers).
  11. Be polite (I don’t think I have to add anything to this… right?).
  12. Show that you know the person you are trying to reach. (Show that you’ve dug a bit deeper than finding the email address on their contact page).

Do you have additional tips that other people might find useful? Feel free to share them in the comments or tweet them @vascellari. Andrea

How to Upload Files and Folders to Google Docs

Upload folders to Google Docs

Here’s how you can upload, not just files, but an entire folder from your computer to the cloud using Google Docs.

I can’t tell you how happy I am about this new feature! I’ve been waiting ages for this. It’s handy to upload data to the cloud but when you deal with a huge number of files you need a way to transfer offline archives to the cloud without then spending extra time in reordering everything once everything is online. This new Google Docs feature solves the problem.

Google Docs is an essential tool that I use on a daily basis with my team and clients. If you are not familiar with Google Docs I encourage you to have a look at it, I’m sure it will come in handy.

Andrea

Transition Delicious AVOS – All Questions Answered

Surprise! Delicious has been acquired by Chad Hurley and Steve Chen, the founders of YouTube, and it will become part of their new Internet company, AVOS. The screenshot below shows what I found today when I tried to login my Delicious account. Here you find a list of Q&A from Delicious that explains everything you need to know about the transaction (i.e. what’s going on, how to export/move your bookmarks etc.).

Good luck!

Andrea

Delicious acquired by AVOS


How to Use Social Media to Market your Organization

Episode: VMC #339 – How to Use Social Media to Market your Organization [right click to download the source file – ‘Save the link as…’, video-player available below]

When you start thinking about how to use social media to market your organization, stop thinking about how you are going to find customers and start thinking about how to help them find you…

This video is about a nice story that Eric Schwartzman shared at Ignite this week in Rome (Italy) during Social Media Week. I’m sure you’ll find it interesting!

Andrea