When everybody is watching or talking about the same thing, tweet your way into the action.
Injecting your content into trending news can be a great tool to increase your exposure and following, but be careful – it can make or break your strategy. Learn how to “newsjack” properly before setting out on this risky, yet rewarding way of promotion.

What is newsjacking?
Newsjacking is taking advantage of the next big story or breaking news by incorporating it in to your content. It’s pretty popular and it’s clear why: whenever there is a trending hashtag on social media or a spike in searches for articles about the next big story, your content has a chance of getting in front of the people who otherwise wouldn’t see your messages.

The most frequent examples of this technique are things like snack recipes around Super Bowl that have a title along the lines of “Tailgating snacks before the Big Game” or wardrobe tips along the lines of “How to Watch Oscars in Style.”

Savvy content creators know that there is an obvious interest in these big events and that they can boost their exposure by simply aligning their knowledge with trending topics. Could they post these same snack recipes some other time and just call it “yummy snacks you can enjoy whenever?” Absolutely; but that would not get as much interest.

Oreo Super Bowl Tweet
Perhaps the biggest awakening to the power of social media newsjacking was the brilliant Oreo tweet when the power went out during the 2013 Super Bowl between the San Francisco 49ers and the Baltimore Ravens. The cookie company jumped on this seemingly unrelated opportunity to create one of the most memorable social media moments.

The tweet was retweeted 10,000 times in one hour, according to AdAge. During that same game, Oreo had their traditional 30-second commercial, which cost an estimated $2 million. Arguably, the tweet was much more meaningful, memorable and way cheaper.

Arby’s Grammy Hit
Arby’s huge move during the Grammy’s was with its joke about Pharrell Williams’ hat. The tweet received nearly nine times the number of retweets and favorites of Oreo’s well-played social game.

You can do this too.
You don’t need to own a multi-million corporation to win big at the Super Bowl or any other major TV event. Be sure you are ready to create and send out your message fast, using a good sense of humor, and a good graphic to go along with it.

Let’s examine these two instances as a fine example of successful and effective “newsjacking.” What does your content need in order to succeed at this undertaking?

Activity
Keep time constraints in mind when creating such content. It might be relevant only for a short period of time. If you’re not invested in this experiment actively, don’t bother. You have just a little bit of time to juice this story out and promote your content on social media aggressively. If you’re just going to write a post and leave it hanging there hoping that page rank algorithms will magically bring it up on the first page, chances are, it won’t happen; you need to create the traffic by heating up the interest.

Timeliness
This is the most important thing. You have to come up with, create, and package your content faster than everyone else. This is the most difficult part, because it pays well. You need to be blogging, tweeting, or broadcasting video in live mode. Not only will your content reap the most initial exposure, live blogging will also get you in a habit of creating content fast.

If you take days to create content about the Oscars, everyone will have already discussed the outfits, the acceptance speeches, the host jokes, the nominees, the winners, everything. Unless, you have a completely unique perspective that may be shocking or truly in-depth, even three days afterwards is late.

Oreo reacted to an event within 15 minutes of its happening; this is why it was so edgy and ingenious.

Cleverness
You can create “meh” content and get that initial exposure, but readers will leave your content as soon as they start reading. Other content creators will get on the trending topic and only the best content will win.

Average content will be lost in the sea of other average content; only outstanding content will stick with readers. Your content doesn’t have to hilarious, but it needs to be interesting and unique enough to be remembered.

Good-spirited
Make sure that the event you’re touching upon is positive, or at least neutral. Don’t try to exploit a negative situation that has bad consequences.

You want people to connect with your message and your brand, not posting angry comments underneath it. If you decide to make a joke, ensure it’s not too edgy and offensive for some. Don’t cross that line, because this is where newsjacking can break you.

There are multiple stories of companies that had to apologize after their unsuccessful attempts at humor. Again, if you can’t come up with a clever joke fast (I don’t judge), stick to a smart content that informs or expands on the event.

Relevance
While Oreo has nothing to do with football (or power outages, or light bulbs) and Arby’s has nothing to do with music awards, they made the best out of situation. The reason for that might be that about 30 people on a team put their heads together. If you’re doing this alone, or with one other person, practice on events that are more relevant to your industry and are less urgent.

A good example of that would be a big car show for automotive industry, where you can inform readers on new vehicle reveals while inserting your messages into the story. Or, if you’re in a food business, you can talk about a cooking TV competition show and bring it back to your own culinary creations.

It’s always great to have a plan, so check the calendar and see what celebrations, events, and anticipated news might come your way. Draft it in your calendar and start thinking what you want to say before you say it. What is the anticipated moment or outcome of the event? Will there be losers and winners? If so, how can you incorporate that without making anyone mad?

Overall, this is a great strategy to use once in a while. Just be mindful of the timing, the overall mood, and the relevancy. Practice on smaller, less controversial events first to get a feel for what it’s like to align your brand with breaking news.

www.entrepreneur.com (by LESYA LIU)

Rebranding is an incredible challenge for any company, and the uniqueness of the task guarantees there will always be new things to learn.
Rebranding is an incredible challenge for any company, and the uniqueness of the task guarantees there will always be new things to learn. You might say that some of the lessons are well-known, but how they apply – and how they impact you – can offer refreshing insight.
As a company president who is currently leading an organization through a rebrand, I’m hoping to pass on a few tips for how entrepreneurs, business leaders and managers can navigate similar waters without fear of capsizing.
The company, which was founded with the name Allied Trade Group, started as several websites that all rolled in to the same business, originally branded as ATGStores.com. But, as the home furnishings industry changed, it became clear to us that “ATG” would have to change, too. Here are 10 things we learned in becoming The Mine – now a premier online destination for unique fine furnishings and décor.

1. Changing your company name isn’t going to solve all your problems.
When we first started to talk about rebranding the company, we knew our name wasn’t our only issue, but it was part of the puzzle. We knew the ATG acronym was confusing and hard for customers to remember; however, a new name wasn’t going to be a magic Band-Aid that resulted in instant organic traffic and a sticky brand.

Before you rebrand your company, you need to reevaluate your overall strategy and offering.

We used data and customer insights to accomplish several things: We redefined our target audience, established a new strategy for our products and services, and created a plan to overhaul the look and feel of the website. It took us two years to take our offering from 4 million to 1 million items, and refine the selection with a focus on high-quality, design-forward brands.

We also added and improved services to support those brands. We now offer one-on-one service through our personal concierge team, professional installation and assembly services, more robust pro services and access to design partners who provide original content and design inspiration. Once we had that in place, we felt confident we were ready to reintroduce ourselves as The Mine.

2. Finding the perfect name requires a process of exploration and elimination.
It’s best to know what names aren’t available for sale or aren’t within your budget before you start planning. Brainstorming is great, but it’s also good to focus that effort in ways that will result in a usable concept.

I think people probably imagine a very creative process, and it is, but it’s also very methodical. Or, it probably should be to make sure you’ve uncovered and considered every available option.

3. Don’t put too many cooks in the kitchen.
Choosing a new name isn’t easy. It’s important to have a team involved in the selection process, but you have to be strategic about it. Having both internal and external players helps gain perspective, but less is often more in this kind of situation.

4. Give your team as much info as you can, as soon as you can.
Once you’re ready to share with your team, be sure to explain why, how and when you’re rebranding, and maybe do it sooner rather than later.

We announced our rebranding as The Mine to the team about two months prior to launch, and we learned right away that we should’ve given them more time with the concept. The rebranding team felt very familiar with it because they’d been working on it for so long, but the extended team was surprised by the news. They had a lot of questions, and we learned we needed to more thoroughly explain the “why’s” moving forward.

5. It’s important to realize you’ll never be 100 percent ready.
There are always going to be more projects and ongoing improvements, and you’ll keep thinking, Let’s just check one more box before we rebrand. It’s important to draw a clear line in the sand and to go for it, knowing there will always be more items you’ll want to complete. If you wait until you’re 100 percent ready to rebrand, you’ll end up waiting forever.

6. Getting team buy-in is critical to the success of a rebrand.
Every rebrand has an internal and external component, and they’re both equally important. We received a lot of feedback from team members who were unsure about the rebrand; they liked ATG, and they were proud to be a part of that.

Of course, loved hearing that, and we realized we needed to find a way to let people know that they were a part of it, and that – at the end of the day – we weren’t changing as a family. So, we call ourselves The Minds Behind The Mine. We all have a part, and each is as valued as the next.

7. When you’re trying to establish name recognition, sometimes it helps to partner with someone who already has a recognizable name.
We invited Alexa Hampton, design icon and owner of the Manhattan-based design firm Mark Hampton LLC, to be our creative director early on in the rebrand, and she has been an invaluable resource.

She participated directly in the creative process, which helped give her some ownership in that. And so, when it came time to promote it, she was ready with plenty of stories to tell. It was great for us, because she’s a respected member of the design community, and it was good for her because she got to help shape the destiny of a company — kind of a big deal.

8. You should be willing to let the process take you in unexpected directions.
We hired a branding firm to make sure we didn’t get stuck in a rut with our thinking, and they helped us decide on a look for the logo and lettering by creating three different buckets: “bold,” “unexpected” and “traditional.”

It was incredibly helpful, because once we saw our options (and there were hundreds) we knew right away we weren’t going traditional. The firm pulled from several different industries, and our style definitely borrows from fashion and beauty, perhaps even more than furniture, but that’s what makes sense for The Mine.

9. Consider the possibility that less is more in your design.
In the beginning, there was a feeling that we had to include an image of some kind in our logo messaging, just to make sure people understood exactly what we were about. But, after much research and testing, we decided we didn’t want to oversell it, or make it look like we were trying too hard.

And, that ended up being a great call. Now, we have a name and logo with more versatility, and it invites our customers to explore a little bit. It’s also got a more exclusive feel, which can be hard to convey once you start using imagery.

10. Rebranding is hard work and it’s important to celebrate your victories.
Once it’s time to go public, be sure to celebrate as a team, internally, and as a brand, publicly. Go for it, own it and make sure your team has fun doing it!

The Minds Behind the Mine are so excited to announce our rebrand and hear what the world has to say. We want to welcome everyone to The Mine so we can share our hard work with our audience, and show them how we make it easy to get the home you crave.

Source: www.entrepreneur.com (By MICHELLE NEWBERY)

If these three elements of your business exist, then all the other details will fall into place.

What does it take to really start a business?

As a consultant and mentor to small businesses and entrepreneurs, a problem I too often find is many entrepreneurs get stuck in the mundane and unimportant details of setting up or developing a business and hence waste valuable time and resources before ever getting out of the gates.

Launching a business really comes down to three things. If your business meets these criteria, then the remaining details will fall into place.

Partnership Agreement
Starting and running a new business is a challenge, especially for one person. These days, it is almost a standard that new companies, especially disruptive or innovative companies, have two or more founders.

Before you throw yourself into a business, it is essential that all partners and founders of the business have a clear understanding of ownership and responsibilities. Nothing will unhinge a business like a misunderstanding or miscommunication from the onset.

Minimal Viable Product
Many entrepreneurs have grand ideas for their business, with short and long term iterations thereof and countless options to include. It is first and foremost important to understand, however, the true value delivered or the market problem solved, and how your base product or service, or minimal viable product (MVP), will deliver on this.

Once you understand this, you can research and determine whether market demand exists for your offering. This is important to do before you go about adding features and additional services.

Customer Number One
While an entrepreneur may develop a spectacular business plan and be able to effectively communicate the value of the business, all of it means nothing if nobody buys your offering.

In the past, developing and having intellectual property with no proof of concept often meant, at the least, success with investors. Paul Singh, a serial entrepreneur and founder of 500 Startups, rightly has pointed out that “traction (developing a strong customer base) is the new intellectual property,” meaning that having evidence of market demand has become far more important than just an idea.

Many entrepreneurs mistakenly think that lack of capital (money) is the main reason companies fail. Yes, lack of resources and cash flow planning can sink a company, but in reality, capital is a small problem if you have market demand.

Think about these two scenarios:

#1: I have a great idea but not enough capital to make it and get it to market.
#2: I have customers that want my product but not enough capital to deliver.

One of these two scenarios will have a much easier time finding the capital needed to successful move to the next stage (Hint: It’s #2).

Reid Hoffman once famously said, “If you’re not embarrassed by the first version of your product, you’ve launched too late.” For certain, if you spend too much time developing and launching the business, you will never get a chance to be embarrassed by your first version.

Source: www.inc.com (by Peter Gasca)

The employees who will grow your company are the ones who see a future for themselves.
Business is dog-eat-dog. It’s about the pursuit of profits above everything else – a pitiless Darwinian exercise in which the strong survive by treating their workers like medieval serfs.

While few business owners would agree with this description, a recent Gallup Daily report suggests that many employees regard it as “spot on.” According to the study, only 30 percent of America’s full-time employees are happy and engaged with their work.

And the rest? They are “phoning it in.”

Sixteen percent are actively disengaged, infecting those around them with their negative attitudes and behaviors, while the remaining 51 percent are simply “not engaged.” These people do just enough to keep from getting fired – i.e., they “phone it in.”

If your response to this news is, “Why should I care? I’m running a business, not a playground,” consider these additional survey findings. “A record 54 percent of the workforce says now is a good time to find a quality job, and more than half of employees (51 percent) are searching for new jobs or watching for openings.”

If business owners and managers don’t care about the happiness of employees, it’s likely that a substantial percentage of their most talented workers will leave. That’s one reason to care. The other is that happy, engaged workers are more likely to be creative, productive and customer-centric — ready and eager to contribute to your bottom line.

How do you promote happiness and engagement? In my experience, a greater focus on the following four areas will produce the best results:

1. Demonstrate that you care.
Treat employees with respect to show that you value them as human beings. Too many companies treat their workers as fungible assets that can be divested at a moment’s notice. If you truly care about employees, interact with them frequently. Show that you care about each individual. This will inspire employees, engage or re-engage them and demonstrate that they have value to the organization. If you treat your employees well, they will treat your customers well and, in turn, the customers will be happier and buy more from your company, helping to drive a cycle of success. If workers are apathetic or angry, those emotions will spill over into their customer-service efforts.

2. Offer better pay and security.
Given today’s pace of change, no company can guarantee job security. But companies can offer a greater sense of security and above-average pay to attract — and retain — the best talent. Experience has taught me that it pays to pay wages that are five to 10 percent above the market average, assuming the applicant is qualified. At the same time, you can generate a heightened sense of security among workers by stressing that “we are all in this together.” Spread the message that if everyone delivers superior products and stays one step ahead of the competition, everyone will have a good job tomorrow. It’s important that everyone understand that job security isn’t somebody else’s concern. Each employee either contributes to, or diminishes, their own job security by helping the company succeed or not. Workers must recognize that they own their individual and collective future.

3. Foster a sense of shared mission.
Millennials are famous for demanding work that helps provide meaning and purpose for their lives, but this attitude is hardly unique to that generation. The most actively engaged workers are those who are goal-driven – people who show up for work on Mondays to accomplish something of personal value, beyond collecting a paycheck. By setting tangible and inspired goals for your employees, you can create a workforce of professionals who are fanatically committed to achieving a mission that’s larger than themselves. In turn, this promotes a unified culture dedicated to delivering great products/services. If everyone shares this sense of camaraderie, then everyone will be more inspired and more energized.

4. Provide growth opportunities.
Whether it’s the opportunity to develop new skills or advance within the organization, workers must believe that the company is helping them grow their careers and better themselves as individuals. Few employees will be satisfied – much less enthusiastic – about a dead end job. But if they are convinced that your company offers a path to a more fulfilling life, they will be more likely to be loyal and engaged members of your corporate family.

HR professionals have long touted the advice above, but frankly, not enough executives have listened. As the competition for skilled and talented workers intensifies, however, it’s vital for employers to expand their recruitment and retention efforts beyond pay and benefits. It’s important to put more thought and effort into “soft” strategies, including employee recognition, awards and other incentive programs that will facilitate higher levels of engagement and job satisfaction.

Source: www.entrepreneur.com (by ERNIE BRAY)

The importance of having a mentor is often stressed to entrepreneurs who are just starting out, but what do mentors really teach you? Entrepreneur Nick Smoot shares what he’s learnt from the people who shaped his life…

There isn’t a day that goes by where I don’t read about an inventor or entrepreneur who is hellbent on being the best in the world at what they do and is making strides towards accomplishing their mission. It is all over my news feed, in the books I read and in the documentaries I watch. As I ponder their life and progress, my pulse quickens and my mind begins to race wondering what areas I can improve upon in my life. It is inspiring to learn about these people who are making a real difference in the world.

However, it is easy for us to forget that the journey to becoming a difference maker is a long and often a multi-generational effort. It is rare, if ever, that anyone who makes a significant impact on the world hasn’t had a large group of mentors, teachers, family members and friends educating them, inspiring them and cheering them on.

I have always been fascinated with the story of media mogul William Randolph Hearst. During his life and career he defined modern day media and created “Hearst Castle” in San Simeon. The castle is nestled in the hills along the California coast line. It was where he ran his media empire from the latter part of his career.

By day his HQ and by night it became a hot spot for celebrity parties and even attracted United States Presidents. It is said that during a trip, one of the presidents commented that the Hearst Castle was better equipped technologically to run the United States of America than the White House. A true visionary that nearly everyone knows, Hearst is someone who made a massive impact on the world.
But how did he become someone on this trajectory? His mother was very involved in his life and education while she looked for opportunities to expose him to the vastness of the world. His father displayed a hard work ethic and taught him how to have a vision and execute upon it. The education, access and opportunity Hearst had was the foundation of his success and evident throughout his career. Even the Castle has design features that he attributed directly to his childhood and life lessons he learned.

So, do you have to come from wealth to change the world? No, but you do have to have a wealth of knowledge and encouragement around you as you are set upon your path. I have friends who are great business men that were abandoned by their parents, but were nurtured by a teacher who looked out for them. No one just comes out of the shadows and changes the world.

I think it is best said by a mentor of mine, Aaron Couch, “Nick, my desire is for you to stand upon my shoulders and see things I’ve never seen and to reach heights I’ve never reached.”
Aaron gave me books to read, he would sit me down for important talks that would last hours; greatness is something we achieve in a process with many people contributing to the individual.

My own father and mother sacrificed to put me through a private school when I was young. My wife has encouraged me countless times to keep on going when I’m disappointed that something didn’t go as planned in one of my start-ups. It truly takes a team and many years to achieve anything great.

As we are on our mission to be the best in the world at something, remember those who have helped us get to where we are as entrepreneurs. Possibly more important, we need to take a moment and evaluate our lives to make sure we are encouraging others around us.

Maybe if you are lucky enough, you will mentor someone and be able to look them in the eye and say, “My desire is for you to stand on my shoulders and see things I’ve never seen and to reach heights I’ve never reached.”

Source: www.virgin.com (by Nick Smoot)