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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!

This 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!

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

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!

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 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”

When to switch off technology

Have no time to invest in what your business or organization needs the most? This post is part of a productivity series aimed at helping you optimize your time management.

Skype chats, email notifications, Twitter and Facebook apps, etc. are all extremely useful tools, but they can significantly reduce your productivity if used at the wrong time or for the wrong tasks. Continue reading “When to switch off technology”

What is time to you?

Have no time to invest in what your business or organization needs the most? This post is part of a productivity series aimed at helping you optimize your time management.

Ask yourself this question: What is time to you?

When I ask this question to my clients, I always get a different and interesting answer. For some, time is just minutes, hours and days, while for others it’s something you sell or an “investment” for the future. Continue reading “What is time to you?”

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

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.).
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).
Provide proper contact information about you, your company, the client you are representing (not just your website…).
What are the benefits? (Simple… Make it clear).
Keep it short and on topic. (Skip irrelevant details. People are spending their time reading your message).
Don’t beg for backlinks.
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’…
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).
Research before pitching. (Search on the blog/site for any post that might contain information about advertising/guest posting etc.).
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).
Be polite (I don’t think I have to add anything to this… right?).
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

Quality Content Pays Off Over Time [STATS]

First – Make sure to read the tips I shared on how to increase online visibility.

Second – Keep in mind it all takes time.

Yes…the most important thing is to remember that nothing happens overnight.

How does this work?

People search on Google solutions for their problem and they find your content. If it helps them in satisfying their needs, people will then happily share your content by either blogging about it or recommending it to friends in their social networks. This will increase your authority and the authority of your content so you will show up higher in the search results that Google will offer to those who are searching for solutions. But this will only happen in the long run. To prove it I conducted a test here on my blog.

One year ago I wrote a very informative post on how to use Google Calendar as a project management tool. Here’s what happened:

After the first spike related to the launch of the post, the traffic decreased to then constantly increased in the long run. These are some numbers that will help you to get a better idea:

Conclusion: Google will trust you as more people trust you and to reward you it will give you, and obviously your content, a higher authority. So follow these tips and be patient. It will payoff in the long run.

Andrea

4 Steps to Reach your Target Audience

What are some of the first steps a business owner should take when creating his or her digital strategy? I shared 4 tips to better reach your target audience during an interview with Andrea Genovese of Wind Business Factor. The video is in Italian, but the original transcript has been translated into English below by my team at itive.net. Enjoy!
Andrea

The Experience of a Business Owner

When a business owner is going to use the web for the first time he or she should keep a few important things in mind. First and foremost, a business owner should no longer think of the web or “digital world” as something disconnected from the real one.

Today, the web is constantly evolving. And a consumer and a business owner can do business exactly as they would if they were downtown “IRL” (in real life).

First, the most important thing to understand is where you are as a business and where you would like to go. Therefore, at this initial starting point there is a need to create a digital strategy that will allow you to reach your goals.

Second, you should analyze the tactics that will be utilized to achieve your objectives and reach the finish line. After that, you could reach out for support from somebody who has experience in this arena. It could be a web agency like us at itive.net, it could be an external consultant, an online communicator who in a certain sense could help you move through these “first steps” of the digital world.

Before you start to do any of this, though, be silent and use these, one of the most important organs we have, your ears. You have to listen carefully in order to learn about what is happening in your niche market. You have to be attentive listeners and figure out the dynamics that are in your market, as well as to identify the needs of your consumers. Once you understand the current situation within your market, you should contribute to the conversation and become an active member who interacts with the digital communication dynamics that are already taking place in your field.

In summary, the 4 tips for creating digital strategy are:

Listen to what is happening within your niche market
Analyze the market dynamics
Evaluate the needs of your consumers
Contribute to the conversation and to the digital dynamics

If you’re interested in creating your digital strategy with us, feel free to contact us or go ahead and click here to fill out a “get started” form and we’ll help you get there!