Archive for the ‘Communications’ Category

What’s your #Hashtag?

October 24, 2019

Hashtag

I really enjoyed the social media strategy session that I facilitated with a client group yesterday, who have quite a complicated proposition that isn’t the easiest to explain.

A really simple, but never the less a huge question that I always ask at these sessions helped to provide the group with a moment of clarity:

What hashtag can you use in your social media posts that captures the essence of what you do and who you are?

After a quick brainstorm and a run through all of their Key Messages we managed to produce a list of suggestions and then after further discussion we narrowed this down to just one.

Next time they are asked “What they do” they can start with their hashtag!

Well…

What’s yours?

When you know what it is, start to use it so frequently to the extent that the word or phrase becomes so synonymous with your brand that when someone sees or hears it they think of you immediately.

A hashtag is a powerful device, a powerful part of your branding and a simple mechanism for delivering a big message if you decide to use it.

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland

 

 

Integrating your Digital Marketing with Traditional Media

September 3, 2019

A big shift has happened with media in the last 10 years.

I remember 10 years ago when the wheels well and truly fell off the economy, we had a thing called social media, which effectively had become a “free” (except for your time and effort of course) way to promote you and your business.

At Fuzion we were quick out of the traps offering people training on the various social media platforms and when it came to our own clients we were doing our very best to get them up and running and fully embracing this new and exciting medium.

I remember at that time when we devised marketing plans for prospects, complete with a range of different tactics to achieve their objectives, we would always have social media as one of the first tactics to discuss. After all it was free, it was new and it provided another great way to reach their target audiences but in a special and unique way demonstrating the personality of the organisation and those working there.

We discovered very quickly that we shouldn’t have social media as one of the first tactics because with many people we presented to you could visibly see the “shutters coming down” and we would lose their attention.

Quite simply they didn’t want to hear about this ‘new fangled’ thing called social media.

As usual there were a few who broke from the pack and made it work really well for them and bit by bit the word spread that social media could be great for business.

We find ourselves 10 years down the road and with many people, the whole thing with social media has flipped.

In many cases now, prospects call and their request is for Digital Marketing and they don’t want to hear anything about other forms of, let us call it ‘Traditional Marketing’ … the way it used be in the old days!!

So, where are we and where should we be on this Digital to Traditional spectrum?

While digital is great and on the face of it, very measurable, the truth is the social media platforms are overloaded with low quality content, the algorithms have squeezed the life out of “organic” (non paid for posts) and to reach your audiences you must invest in advertising, which is increasing in cost all the time.

The resulting problem that we face is that your social media post, that you have had to resort to putting budget behind now appears as a “sponsored” or “promoted” post and has effectively just become an advert of sorts.

However, social media is very powerful as it allows you demonstrate your personality in a way that other media can’t, it allows you to interact with other users and when you are advertising, it does allow you to target very precisely, depending on the type of audience you need to reach and the social media platform that you are using.

When we talk about Traditional media I am talking about PR, print and outdoor advertising, direct marketing, events, sponsorship and I even include email marketing in this boat.

All of these methods for reaching your audience can be really effective and depending on your objective they can be powerful ways of generating brand awareness or generating leads.

And we have PR sitting in the middle of all of this activity, that art and craft of getting your organisation covered positively in the media, which can be in print or online – at this stage it really doesn’t matter which, as long as you are able to reach your target audience. PR kicks in as well, where the objective might be to try to keep an organisation out of the media or to navigate it through a time where there might be a situation, which could potentially damage their reputation and business.

Trying to cope with all of this can be very difficult, so it’s very important to know your audience and figure out how you can reach them – rarely is this a silver bullet situation with one audience and one perfect method of reaching them.

For example attracting the attention of talent could be just as important to the organisation as selling goods and services to customers.

All paid for media (advertising) comes from the organisation and our savvy consumers know this and as a result may not believe the “sales pitch”.

The sales pitch becomes much more believable when there is some form of 3rd Party verification, which could be an article by a journalist or a review by a customer.

In effect, PR can be the valuable trigger in the middle that increases the return from both advertising and other forms of promotional activity, social media and other online activity, because the customer is more convinced because of this third party verification that we referred to.

So … what’s the magic formula for success?

It’s knowing your audience, figuring out how to target them, choosing that mix of Digital and Traditional tactics to reach them effectively and then carefully monitoring the results to figure out what worked and what didn’t.

While digital marketing can provide great analytics and stats, be careful that you don’t avoid traditional activity just because it’s not as easy to measure.

As a full service agency it is our role to create fully integrated campaigns with that special mix that we believe will deliver optimum results for our clients.

By carefully planning, coordinating, weaving and executing all of these elements together, we believe clients will get an exponential return on their investment. So can you !

If we can help you let us know!

The very best of luck!….

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland

The people we meet everyday that make our world go around!

July 8, 2019

 

O'Conaills Chocolate and Coffee Shop

While we come to work and share that experience with our colleagues (and hopefully that’s a positive one), our lives are filled with a much bigger circle than that, with many different characters all participating in this play!

The neighbours, the bus drivers, the shop keepers, the postman and even the homeless people that you bump into on a regular basis form part of that greater circle that make up our normal routine.

Many of these characters will connect with you and you form relationships with them over time, with lots of surface level banter, but mini relationships all the same, and hopefully one’s that enrich your day and not the opposite.

The characters that work in the local coffee shops meet me a lot as I get my caffeine fix throughout the day, and I find that even in those few minutes when you complete that simple transaction there is an opportunity to connect and brighten each other’s day.

My favourite is O’Conaills Chocolate Shop, which is just around the corner from our Cork office.

I have a little banter with all of the team there but in particular I’ve got to know Julian (from France) and Rachel (from New Zealand) quite well as we swap idle chat about weekend and holiday plans – I miss the banter with the friendly Liv from Ohio who has recently left to continue her world travels!

On a visit a few weeks ago I joked with Julian and Rachel… “is the only thing you two do is bake buns and make coffee?

What do you expect us to do here” they asked and I joked that they could be in a band and play music for customers as they come in!

This week Julian surprised me on my coffee visit when he pulled out a guitar and played a song for me !!

We are all in this life together, going about our business and our lives.

Be nice to everyone you interact with, as it makes for a much more enjoyable life!

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR and Graphic Design agency with offices in Dublin and Cork, Ireland

Local Elections, old codgers and phone zapping…

May 21, 2019

Old codgers - Inniscarra Bar, Cork

We were in our local, the Inniscarra Bar, one of the most authentic old style pubs you will find in the country, part of that dying breed where the walls will talk warmly to you about everyone who has sat there before you and before them.

It was early on a Saturday evening and we were having a sneaky pint before heading home to cook some grub.

The two old codgers sitting at the bar sipped quietly on their  pints and every now and then there was some chit chat between them. One of the guys had a battle weary black dog with him who was busy going from one patron to the next, sniffing and being friendly.

For some strange reason there was a large election poster leaning up against the wall for one of the local candidates, Shane Fallon. I’m not really sure if this was a practical joke or if it was a serious election tactic by the candidate?!

Out of nowhere the two men got very animated and their conversation got louder and louder..

Those f##king posters are a f##king disgrace and they should be banned as they are ruining the environment

Wow….it went on..

Sure, don’t they have email and don’t they have the internet and..and don’t they have, you know yourself, can’t they just zap phones the way they do?

You are so right, a f##king disgrace!“, followed by lots of huffing and puffing and then back to their pints.

Were they right??  

It’s funny …just a few days beforehand I was standing in front of my Dublin Chamber Council colleagues presenting them an overview of our business sector.

To do this I reached out to many of the member companies, both large and small and looked for their feedback about trends in the sector.

A BIG MESSAGE was that there was a huge shift from traditional media to digital but this was loaded with a gentle warning that clients need to be very careful not to put all of their eggs into this one channel as you just won’t reach your audience in a way that your message will land.

As I walked back from the pub I noticed all of the election posters – who do I like the look of?

When I pushed opened the front door open I looked at the flyers that had been pushed through the letter box – who are you and what are you promising?

And if I believe you really care about the location I do expect you to knock on my door and chat to me.

I tweeted three of the candidates who had dropped in their literature and two responded. One just took herself out of the running!

It’s great that the old codgers got so animated about the environment (there probably should be a limit to how many they put up), but unfortunately a candidate who relies only on email (GDPR has that one squeezed to death!!) and zapping phones (I’m taking this to mean social media) will not be successful.

The candidates need to integrate their social media with their traditional media and however they manage it, they need to be recognised, liked and if possible connect in some real way with the voters.

Get out and vote this Friday!!

Greg 

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR and Graphic Design agency with offices in Dublin and Cork, Ireland

 

 

 

The girl in the coffee shop!

April 16, 2019

Coffee

I couldn’t help but notice the girl waiting on her coffee this morning.

She was perfectly turned out, beige coat, black boots, hair tied up and perfect makeup but you could sense her tension – there was no one ahead of her and no one behind her. It was just her and the girl who was serving her.

There wasn’t a smile, not a word of chat, just a series of deep breaths and sighs as she went though the “painful” process of ordering her coffee, waiting for it and paying for it.

This “intimate” transaction happened quickly, and without a word she was on her way with her coffee and into the passenger seat of a car that was waiting outside for her.

It’s Tuesday morning and I have no idea who she is or what her life must be like but this is not a good start to the day.

Smile, say hello, wake up and ….smell the coffee!

Greg 

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR and Graphic Design agency with offices in Dublin and Cork, Ireland

Peter Drucker, Management Guru and a Powerful Perspective on age

March 6, 2019

Peter Drucker

I was listening recently to a podcast hosted by Tim Ferriss who was interviewing the author of what I consider to be my bible of business books, Good to Great, Jim Collins.

One of topics discussed was age and Jim put this into huge perspective by chatting about his inspiration, Peter Drucker.

Jim was lucky enough to meet this giant of the management world and when he met him first Peter was 86 and still at full throttle.

Peter was a prolific writer and one of the most respected of his time and in many ways his writings about management are still held out as being ground breaking and as relevant today as they were when they were written.

Jim was sent an image of a bookshelf that was full of all of Drucker’s books and there was a line drawn across the image that marked the volume of books written when he was 65, the typical retirement age.

Incredibly, at 65 years of age Peter Drucker had written just one third of his books!!

Peter Drucker passed away in 2005 at the age of 92 – he wrote another 10 books since Jim had met him at the age of 86!

As I am nudging closer to another birthday (those numbers keep getting bigger!!) I keep telling myself that I am only at the beginning..

Thank you Peter Drucker…

Greg 

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR and Graphic Design agency with offices in Dublin and Cork, Ireland

 

 

Recruitment -The secrets that are revealed in “Soft” communications

February 1, 2019

You are hired

We’ve done a lot of recruiting in the last while, pushing our vacancy notices on social media and in adverts on LinkedIn and Facebook (As a piece of feedbackI’ll never use the job facility on Facebook again for recruitment).

In each case applicants send a CV and often with some sort of a cover note or email.

I have found that this “discretionary” cover note or email is so important as a part of the process as it is the opportunity to communicate directly and connect with you the recruiter, and a chance to show some personality, to highlight a special point of difference and demonstrate your real interest in the role.

If we want to reach out to that candidate to arrange an interview you end up corresponding with the person either by phone or email.

This simple interaction is “gold” as it is another great soft opportunity to communicate, and for the candidate that opportunity to once again show their personality and interest in the role – if that’s you, be sure to take it and be proactive and grab the early opportunity to stand out.

Even if it’s 2nd or 3rd interviews make sure that every interaction is positive and use them as opportunities to show yourself in the best light.

You haven’t got the job and you get the disappointing “Dear John or Dear Mary” email – I know you are deflated but there is actually another opportunity here.

Even if you don’t feel like it, be sure to take that last chance to show you are a great candidate!!

Send a positive email back, thank them for their time and be sure you put it in their heads that you could have been a great candidate for the role after all.

The world is small and life is short, things don’t always work out and they could well be recruiting again soon – put yourself on the top of that list by being so nice.

If you are recruiting try to include lots of opportunities to communicate with the candidates as part of your process so they can get a sense of your culture and you can hopefully reveal what they are really like and in future make this a key part of your evaluation criteria.

The “soft” communications in business are a huge opportunity for all of us, regardless of which side of the table you are sitting at. It’s a valuable skill if you can master it!

Note re the image:

I was trying to grab a clever image from the web to go with this post and I found this one, which I did think was appropriate and quite funny. 

I was not going to use it because it was all men in the image, so I had a double think, which is probably a good thing. This had me putting up a stupid anaemic “stock” photo and I said no, enough!!  If the gender police get all offended and go off on one, at Fuzion we do employ more women than men. It’s not because we have a preference for one gender over the other, it’s because they are great people who do great work..the world is a funny place!!

Greg 

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR and Graphic Design agency with offices in Dublin and Cork, Ireland

Soft messages and the downward spiral of Social Media

January 27, 2019

AlgorithimsIt’s a funny, sad old time.

It’s been a year since my dad passed away so I wrote a blog post (as I do) to capture what I’ve been feeling and published it.

I have my blog set up so that when I publish, it automatically pushes the post out to my Facebook, Twitter and LinkedIn accounts.

If my posts are business oriented posts they are suited to LinkedIn and Twitter and if they are more personal they are suited to Facebook and Twitter.

The auto publish facility that I have set up with my blog doesn’t differentiate and this personal post was pushed out to all.

You would reasonably expect that this personal post would “perform” best on Facebook (which is really the best platform for family and friends) but the platform where I got the biggest feedback and reaction was on LinkedIn, which makes no sense really!!

I was getting some really heartfelt responses from people who clearly had read the post and were leaving some nice messages and even sharing some of their own experiences.

Why wouldn’t this personal post resonate more on Facebook and Twitter?

There is nothing wrong with my logic – this type of post is most relevant to my Facebook audience, those friends and family who use it primarily to chill out, catch up on news and gossip when the work of the day is done.

The truth is Facebook (and Twitter is also following suit) have gone way too far, the algorithms are manipulating the posts from your friends so much that you end up seeing very few of these in between too many sponsored posts.

At this stage very few of us are seeing the posts by friends and family and those from organisation and business pages that we follow.

So, my conclusion isn’t that the business audience are suddenly more interested in “personal stuff”, it’s that LinkedIn is still just about hanging in there as a place that isn’t totally warped by those algorithms, those set of rules that dictate what we see and don’t see. I wonder about those working in these social media companies and if they believe that what they are actually is a good thing – they are not!!

They are eroding the value that we have in their platforms,  bit by bit , which will impact on their market value eventually.

As for LinkedIn, hopefully this platform will try to stay pure.

For anyone in business using these platforms, if you want your posts to be seen you need to advertise – we are in that phase where people think it’s still worthwhile.

It won’t last too long …

Greg

Greg Canty is a Partner of Fuzion Communications who offer Social Media Consultancy Services from our offices in Dublin and Cork, Ireland

Listening to all of the Signals

November 21, 2018

Rush - Signals

I’ve been thinking a lot about signals recently, the signals that people will send you from time to time and the power of signals when you send them and what they can achieve.

(the pic. is the cover of an album by Canadian band, Rush called Signals)

Some of the signals are big ones from a business or organisation, which are meant to be noticed.

Big, clear signals that are built to deliver clear messages that they want their audience to digest in brochures, websites, adverts or press releases and sometimes there can be much smaller signals, which can be every bit as important such as phone manner, meet and greet, the little stories that can be shared via social media and even the tone of social media interactions.

The big and small signals apply equally with us, mere mortals, human beings occupying space on this earth. We do the big stuff with how we dress and present ourselves, how we speak, the language we use and our choice of subject matter, our personal interactions, how we communicate on email, our blogs and our videos, our bios on our social media accounts and the actual posts themselves.

With business or with our personal signals it is quite easy to “paint a picture” that is advantageous to you and your goals with your target audience but sometimes this may not always quite be “the truth”.

All of us, professionally or personally owe it to ourselves to present the best version of “the truth” to our audiences, but we also owe it to ourselves to never blindly accept what we see from others as there could always be another story, which may not be that obvious.

When it comes to business or personal, as receivers of these signals we need to be careful not to take what we see at face value, but instead look carefully at all of the other signals to discover what the real truth is.

For me, I have found that when something hasn’t quite worked out with an organisation or a person, there was always some signal there that I had actually noticed but had ignored because it was small and it just didn’t stack up against the bigger signals, which surely were the correct version of the truth?

Sellers – be careful with all of the signals you push out.

Buyers – be careful and take the time to look for all of the signals, and obey them!

Greg 

Greg Canty is a Partner of Fuzion Communications who offer Social Media Consultancy Services from our offices in Dublin and Cork, Ireland

 

What have you got to say?

August 29, 2018

Donald Trump

Every day without fail he is at it.

He is on Twitter consistently pumping out his messages, over and over garnering our attention and fuelling the stories that the media grab onto.

His content is on message: Make America Great Again #MAGA, Witch hunt, Fake News, Crooked Hillary, Build a Wall, Jobs, the Economy, I’m Great and those before me were rubbish!!

As much as we might hate him, his (lack of) beliefs, policies and philosophy we do get to see who he is and yes, we do make up our minds about him.

He has a target audience that he seems to understand quite well and sadly, he knows what they want to hear and he fires them up relentlessly in his favour with his often dangerous rhetoric.

This social media stuff is powerful and you and your business can use it too:

  • Who is your audience?
  • What do you want them to know about you?
  • Start telling them
  • Start telling them often
  • Start telling them consistently

Donald…thanks for the social media tips!

Greg 

Greg Canty is a Partner of Fuzion Communications who offer Social Media Consultancy Services from our offices in Dublin and Cork, Ireland