Justin Flitter

Marketer | TEDxAuckland Producer | Juggler

Justin Flitter | CMO | TEDxAuckland Producer | Juggler. Follow on Twitter @JustinFlitter

Productivity is the biggest challenge facing leadership teams. Everywhere.

For the last 3-4 months I've been researching 'Productivity'. The topic increasingly appeared in my Clipboard magazines, Facebook newsfeed, LinkedIn and Twitter feeds on an hourly basis.

It appeared that every business journalist, blogger and CEO was publishing their tips n tricks to get more done with less stress. 

Digging deeper, and listening to conversations with CEOs and leadership teams around the world it quickly became apparent that Productivity is one of the biggest issues they face in 2016.

Research tells us that disengaged employees cost more to manage, while engaged staff are 21% more productivity. 

These findings suggest that if employers made an intentional effort to raise wellbeing levels for all workers, they would realize significant savings in their medical costs. Source: Gallup

These findings suggest that if employers made an intentional effort to raise wellbeing levels for all workers, they would realize significant savings in their medical costs. Source: Gallup

82% of employees said it’s very important that their organization address the employee engagement problem
— (Psychometrics)

But through all these blog post, articles in major business publications and conversations on social media, few have published substantial solutions to the global problem. 

As part of the research we've put into the Productivity Playbook we noted that Gallup estimates that Active disengagement costs there USA economy 1/2 a trillion dollars ever year. That's staggering. No wonder every management team in the country is looking for answers. 

So here it is, for you. We hope this tactical resource helps you unlock the productivity issue in your business. 

We've Unlocked Business Productivity - Get the Playbook here http://bit.ly/29MUQ50

Is $5 p/m all it would take to improve Twitter?

Would you pay a subscription to use Twitter? Here's my thinking...

It's free to create an account, follow you're favourite people, stars, politicians and interest accounts. But when it comes to tweeting it's pay to play.

- All those bots - dead

- All those people creating random accounts to sledge, stalk or otherwise undermine our experience wouldn't bother

$5 per month per person to Tweet - $50 per year. Not much to ask is it?

At least then there's a trace to a financial record when you need to act on death threats, sexual harassment or other online bullying. 

Would you pay $5 per month to Tweet?

Today I joined Results.com

Today I started at Results.com as Head of Marketing. The responsibility is daunting, the opportunity is phenomenal. 

After one day on the job it's probably way to early to answer this question. Purpose is in the pudding and all that. 

Two weeks ago I was made redundant for the third time since 2008. Which is quite staggering when my father was only made redundant 3 times in his whole working life.

This appointment is the biggest in my career. It's a significant achievement for me. I did hours of research and spoke to a lot of people before making this decision. They did exactly the same and I have a number of people I'll personally thank for their comments and encouragement. 

I made it clear from the first meeting that I was interviewing them as much as they were interviewing me. This is fundamentally important to any recruitment or job application. The mindset shift was uplifting and invigorating.

Community building is a significant theme in my career since graduating from University in 2000. I see it as a fundamental way businesses attract and retain customers, it creates stickiness, a competitive advantage that can be hard to replicate.

Through the platform and their people, in just a day I've been exposed to their community I suddenly realise how incredible it is. 

When you live and breath your product, when you 'Eat your own dog food' [I've actually done that - ask Jen] you create a culture that's dynamic, sustainable and focused on growth.

As you can hear from ... words ... you'll hear my excitement. I will be awake for hours writing, planning and researching as I get to know this community, it's people, ideas and the future for empowered workforces that are aligned, collaborative and truely in-sync. 

More to come. No doubt...

This simple trick could 2x or 3x your Facebook Page Likes.

When trying to grow your Facebook page there’s always a debate around whether to promote the page or promote posts.

It’s common knowledge that most people don’t visit your Facebook page, but rather experience and interact with your content in their newsfeeds.

On that basis it’s best to promote posts. But for the most that only indirectly increases page likes. Unless you do this simple trick.

Go to your page post and look for this, the list of people who have liked the post and click on that link to display the list.

You can then see all the people that have liked the post and whether or not they also like your page. If they don’t click the invite link to send them a prompt.

It’s as simple as that.

The invite comes from the Facebook page not the individual user and maxes out at 300 per day.

A tale of Marketing Automation and closing the loop

Attribution is the way marketers connect-the-dots, between interactions of influence and a moment-of-truth.

It’s how you know which advert, campaign or message influenced the customers next interaction or purchase.

Often you’ll have more than one interaction to measure, some people give a particular interaction more weighting, or importance in the buyers decision making.

Attribution also helps you learn which journey that customer had. Becuase no matter how much you try to engineer the customer experience, they always have a variation. You can then refine and optimise the most common paths and improve weaknesses.

Attribution models also help you create the rules for customer segmentation, ensuring you maintain relevant messaging throughout the customers journey.

For example:

John has liked your FB page and receives your regular EDMs, since he joined the ‘club’ while making his last purchase. You know his name, email address and purchase history.

John was included in a seasonal ‘Win Back’ campaign using Facebook and Email to target the specific group with new products and then an offer.

John visits the company website, embeded tracking code knows he was in the campaign segment and surfaces the same offer voucher for him to claim. That requires him to sign in. Before he starts browsing.

John spends over 2 minutes in the bedroom furniture section which triggers and event in your CRM.

The following weekend John visits your store and spends the majority of his time in the bedroom furniture section but leaves without making a purchase.

That night John buys a $3,000 bed off the website.

Question: Was it the Facebook advert, Product Email, Offer Email, Website Offer, browsing the website or the showrooming you can attribute the most influence on this purchase?

Answer: You failed to collect any customer information when John visited the store, so how could you know he was even there?

Alternative Ending

John walked into your store and noticed the sign at the front door prompting him to use the Free Store WiFi.

John signs on with his email address.

On the success page John is presented with a product promotion featuring one of the beds he viewed on the website and continues to the bedroom furniture section.

The CRM receives these events, further building your single view of the customer.

Later that day a rule is triggered because a purchase was not recorded and a remarketing campaign displays an advert that offers free linen with all bed purchases in the next 24 hours.

That seals the deal and John clicks through and buys the bed online.

Question: What interaction do you think had the most influence on John’s purchase?

Are phone numbers obsolete?

Last week my iPhone had issues. It would not recognise the SIM card. With no Mobile Data I relied on WiFi. The experience made me wonder

When will phone numbers become irrelevant?

With so many connection points, Facebook, Email, Twitter, Skype, Facetime, iMessage I was never unreachable, didn't miss any calls and achieved all my communication and social engagement needs.

Landlines are all but antiques these days and unified communications tools are developing fast. 

Your email address or even simply your name could be enough to find points of contact.

Phone numbers often change, with jobs, locations or other reasons. Your email, name, Facebook or other social media profile are less likely too. 

It's time #Twitter killed the timeline #spam

There's a lot of commentary on Twitter's User Experience. A lot of speculation and rumours too.

So I'll put my #UX hat on and make this one suggestion.

It's time to kill the timeline litter. Those apps and tools that auto post status updates that have zero value.

These updates simply clog up users timelines reducing the number of meaningful tweets one get's to see. It increases scroll fatigue and aids the perception that Twitter is full of rubbish, irrelevant content.

Apps that allow users to schedule tweets or repost like Buffer App are fine, I have no problem with tools like that.

These are some of the auto posts and apps I'd like to see banished from my timeline...

- "My week on Twitter x retweets, x new followers and x unfollowers" from Sumall.com

- Auto generated newspaper tweets by Paper.li #Paperli

- Auto generated newspaper tweets by Tweetedtimes.com

- Auto generated hashtag tweets

- Auto Direct Messages

The other posting bots that are boarder line are the fitness apps that post "I ran x km today"

There's a simple answer to this. Ban API access to tools and apps that add zero user value. 

Are there any other auto posting apps that you wish were blocked too? Please add your suggestion in a comment below.

So there you go @Jack and the Team at Twitter. Your move...

Sometimes I'm quick to judge. #Beyond140

Twitter is rumoured to be considering expanding it's strict 140 character limit to 10k. 

Initially my reaction was that this would seriously effect how Twitter looked, significantly changing the user experience.

But after reading more and considering some of the design aspects I'm softening my opinion. I'm warming to the idea, in fact it could make Twitter, the platform I love; better.

Will Oremus on Slate wrote this piece

If I’m right about what’s really going on here, this move will not fundamentally alter how Twitter looks or feels, nor how people use it. Rather, it will change where online content is hosted, who controls it, and who is in a position to monetize it.
“Beyond 140” would essentially drop the requirement that the full story be hosted on some other site. The whole story could now be hosted on Twitter. And instead of a link out and a “view summary” button, you’d see a “read more” button, or something similar, that allows you to read the story without leaving the Twitter app or Twitter.com.

And of course this expanded formate gives Twitter new opportunities to drive ad revenue

Kurt Wagner explains in this article on Re/code

Questions still remain, of course. What might ads tied to hosted content look like? Could Twitter put an ad inside a tweet? Imagine reading a headline in a tweet, expanding that tweet to read an article, and coming across some kind of ad midway through the story or along the right rail.

So to sum up...

People are already posting long form content to Twitter; either as a screen shot or by linking to it published on another platform.

Changing the rules here give Twitter the opportunity to improve the native functionality and user experience of publishing and consuming content within the platform rather than clicking away.

With nice UI, the Twitter newsfeed would not look much different, you'd still have fast flowing timelines, driving realtime conversations.

2016 will be about living in the moment.

The HotwirePR 2016 Communications Trends is an insightful read.

Click the image or here to download the PDF

Quick pull outs for me are.

What this means is we are moving beyond the traditional publisher/advertiser relationship. By sponsoring great content, wherever it lives, brands are no longer reliant on display ads and banners to generate awareness. Instead, they can be associated with genuinely engaging videos, imagery and interactives which work on the platforms their audiences are using.
Not being able to link back to our own websites isn’t a bad thing – instead it forces us to create campaigns which do more than just act as a filling point for our funnel. Great Instagram campaigns tap into the ups and downs of daily life, creating emotional triggers which last far longer than a blog post on a website ever will.
The message for marketers in 2016 is clear: if you’re still single-mindedly focussed on driving your audience to your website, you’re at risk of losing valuable leads. Talk to people where they’re comfortable, and you’ll reap the rewards. Websites won’t die out completely, but we might just see the death of them as a primary marketing channel.
Let’s forget about age – it’s just a number. Let’s focus our marketing on what really motivates our audience – their passions and the life they choose to live. 
2016 will be about living in the moment. Adapt your tone and message to spontaneity and embrace the lack of perfection this moment implies. Your audience will thank you for it.
Going hyperlocal gives us the chance to run national and international campaigns without sacrificing personal touch.
Mike Brandt, author of “Advertising Awesomeness”, argues that brands must add services and find ways to bring more value to today’s audience. He specifically asks communication experts to forget three things: the product, the idea and the campaign. 
Transmedia branding is centered on the idea that consumers and businesses want to engage with content which matters to them.

6 brainy insights to help you create stronger marketing

I find marketing psychology fascinating. I probably should take a paper or two. It's incredibly important for any marketer to understand how people think, act and respond.

1 - We all have a primitive brain. We experience gut reactions in three seconds or less. 

Insight

Aim for a gut reaction, and pay special attention to how your materials look when scanned quickly (as opposed to deliberately considered—because no one has the time or inclination to do that anymore).

Pay attention to the things people see first. In email marketing, your subject line and pre-header. In blogging or other online content, pay special attention to headlines. In website content, make your pages are welcoming and intuitive.

2 - Brains process images much faster than text

Insight

Approximately 90% of all data that the brain processes is visual. We remember pictures with text more than we remember text alone.

Use images in your content that are aligned to your brand style, original and resonate with the audience using the channel they're published on.

3 - Our brains love images of faces.

Insight

The part of the brain that processes human faces is right next to the part that processes emotions.
Use real people in your marketing materials, and consider putting faces on landing pages, in emails or on web pages designed to drive a desired action.
Eye-tracking studies show that our brains will default to first look at human faces on a web page. What’s more, we’ll look where the faces are looking. So entice by adding, say, a photo of a face that looks toward a call-to-action button or crucial bit of text.

4 - Colors inspire specific feelings.

Insight

Research has shown that 62 to 90% of our feeling about a product is determined by color alone. Yellow activates the anxiety center of the brain. Blue builds trust. Red creates urgency etc.
What colors work best for your company will depend on your brand, positioning and audience.

5 - Names change behavior. What something is called affects our reaction to it.

Insight

A recent study by David R. Just and Brian Wansink of the Cornell University Food and Brand Lab found that calling the same portion of spaghetti “double-size” instead of “regular” caused diners to eat less.
Carefully consider how your wording might influence attitude as you name products, describe models or options and create customer messaging.

6 - We crave belonging.

Insight

Remove anxiety, signal belonging and build credibility with an audience by using social proof and signals.

Through social, CRM, events build a sense of community that your audience identify with. Over time the relationship will evolve as their participation increases.

Quotes and extracts sourced from http://www.entrepreneur.com/article/248938