Monday, May 30, 2011

Now this is an awesome job application

new belgium brewingI have often said to myself that “next time I am applying for a job I am going to cut out all the bullshit resume talk and do something that stands out”. Somehow, I never get around to it. I end up playing it safe.

Not Josh Mishell. This is a truly cool website/resume application to New Belgium Brewing for the the role of Strategic Marketing & Branding Director (I think, I don’t actually know the specific job but looking their site it would appear to be this one).

I retweeted Josh’s link and he seemed genuinely impressed it had made its way to Australia (the home of Cascade, one of his favourites). Whoops, update, I am told it is Cascade in Poland :(

Check it out by clicking on the image below. Would you like to get a a job application like this?

Josh Mishell

Monday, May 23, 2011

44 Content Ideas

Here is a list of 44 ideas for creating content for your blog or website.

I thought I saw a similar list somewhere once before but I can’t find it in my delicious bookmarks and none of the websites I guessed I might have seen it on had it.

So I scoured the net for ideas, and add some of my own, and now I have a list of 44 things that I can use to give people inspiration when I ask them to create content for me.

If you would like a word version so you can brand it yourself then shoot me an email at danieloyston [at] and I’ll flick it over to you.

The list is primarily ideas for blog posts, so doesn’t include things like ‘Host an Event’ but maybe we should have a more rounded list? Leave any ideas for content in the comments and I will add them to the doc over time.

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Monday, May 16, 2011

31% of people that have ‘liked’ a company on Facebook have actually ‘unliked’ it

like-and-dislike-stampsExactTarget and CoTweet have released research that provides us with insights into Facebook users and “liking” companies – or more specifically, what happens when fans decide they no longer like a company.

As with most research, you have to read the words very carefully to understand what they are saying.

For example, the report states that 55% of people have liked a brand but then later decided they no longer wanted to see posts from that brand. My gut tells me it is probably higher but it is the nature of how the question is asked that influences the answer (unfortunately we rarely get to see the questions). I recon the results would have been higher if people were asked “Do still like 100% of the companies you have liked on Facebook?”

The report goes on to say that of that group, only 57% actually seek out the unlike option of a particular company. In other words, 31% of people that have liked a company actually unliked it. Again, you might have liked 100 companies but because you didn't like one particular one, and maybe actually unliked it, you get counted.

Fair enough though, I don't want to sound negative about the results but you always have to take it with a grain of salt and consider how it applies to your situation. It is always useful because it gets you thinking.

So I started thinking … there are more than 500 million active users on Facebook with 50% of active users logging in on any given day. Of that, there are more than 250 million (50%) active users currently accessing Facebook through their mobile devices and these people are twice as active on Facebook than non-mobile users (Official Facebook Stats)

But you can’t unlike something from your mobile – well, from the iPhone Facebook app anyway. Not that I can see. Facebook provides advice but it is only relevant if you are accessing Facebook through a browser as opposed to an app. Starts to make the figures above seem pretty murky to me. 

So I thought, what should Facebook do? The average punter probably couldn’t name all the companies that they have liked let alone all the ones they don’t like. Maybe Facebook should have a tab in our account settings that let’s us go in and view all the companies we have liked and let us uncheck those that we no longer like. They could send us an annual “like” review reminder so that we are prompted to keep our info up to date.

Surely this would strengthen their position and help them target ads better?

Monday, May 9, 2011

The competitive advantage of a “no assholes” policy

I read a great post today over at Brand Builder, by Olivier Blanchard, in which he argues that “The customer-facing organization with the least amount of assholes wins.”

Love it! Not only is it true, but asshole is such an apt description of some of the people we receive poor service (and a bad attitude) from.

I started writing a comment on the blog but my mind kept coming up with points to make so instead of leaving the world’s longest comment and I have decided to write a post (yes, yes, I know I have been sporadically posting but I have good intention to stick to posting more regularly … well I intend to anyway).

You should really head over and read the post here

Ok … you’re back … nice to have you.

It’s often argued that people expect good customer service from everyone these days. It’s a must, a gimmee, you can’t do without it. I agree to a point but people also expect to run into assholes in customer facing roles. It’s just that they don’t know when and where and what brand will provide them with an asshole.

Oliver gives some examples of how to asshole-proof your company – two of which result in assholes working for your competitors – a) Don’t hire assholes (this assumes they stay in the industry and thus work for a competitor) and b) give your current assholes the “opportunity” to go work for your fiercest competitor.

We all know that a competitive advantage is hard to maintain. The beauty of a “no assholes” policy, however, is that it IS a competitive advantage that you can maintain (assuming your competitor aren’t smart enough to read Oliver’s blog and thus do not know that their businesses are invested with assholes).

The further beauty is that time compounds the competitive advantage for you. The longer you ensure that you have no assholes, and the longer your competitors keep damaging their brand by employing assholes, and the longer customers are leaving them and coming to you, then the standard of customer service gap just keeps getting wider. Furthermore, your company will increasingly attract the good staff from competitors, further weakening their position, and new employees into the industry will also be attracted to your company.

It’s beautiful in it’s simplicity and all the while your competitive advantage is becoming easier to maintain (and your organisation a nicer place to work)

The customers are not guilt free in this problem though. It’s not just management’s fault that assholes continue to prosper. The fact that customers can’t stick up for themselves only encourages assholes. Just like a bully.

Now, I don’t mean yelling and carrying on like a goose. I mean put them in their place.I guarantee that saying, in the right tone, calm, but with purpose … “Excuse me, I would appreciate it if you didn’t speak to me like that” or “Excuse me, please do not talk over the top of me. I let you have your say and now I would like you to afford me the same courtesy. May I continue?”

It will make the asshole feel like a child and it will  a long way to helping them keep their heads pulled in. It doesn’t need to be rude, just stern. Don’t be an asshole yourself.