Changing Behavior En Masse

behavior Change

A little-known fact about me is that in addition to my “day job” as a communications professional, I’m also a certified personal trainer.  I don’t actually train anyone (I did it more out of curiosity than anything else), but in addition to basic fitness knowledge, I also learned a lot about the stages of behavior change people go through before they take on new habits.

These stages can be applied to any activity (not just fitness) and they range from “I don’t even know I have a problem yet” all the way to “omg, I’ve solved my problem”.  I find this process incredibly relevant to the work my team is tackling right now with the deployment of our new company-wide collaborative platform.

behavior change

The problem we faced (that we didn’t even know we had)

For decades my company has grown via acquisition.  We’re a Hodge Podge of smaller organizations, brought together because of compelling technology and brainpower (I came into the organization as an acquisition as well).

While this growth model has its benefits – broader technology base and customer reach, etc., it also creates siloed organizations that have a hard time adopting parent company culture and workflow processes.  So we needed to improve transparent work habits in our organization, and we looked to jive to provide the solution we needed.

Now Jive as a platform is great, but getting people to “see the light” so to speak has been a task of epic proportion.

First, we had the pre-contemplation issue – we didn’t realize we weren’t working as effectively as we could because to date, email was about as collaborative as we knew how to be.  Fortunately, we had a few brilliant minds that had the foresight to know what true collaboration could do for us as an organization, and they advocated for the technology.

I’ll admit I took on the deployment of jive half-heartedly.  I was not a believer until recently (about 4 months post-deployment).  It took me that long to figure out the true benefit of the platform that came to me as an epiphany one afternoon while tinkering with a landing page.  It occurred to me how effective a curated area of relevant and contextual content can be to getting my job done and having everything I need in one tidy little space.  Let’s just say, if you’re a fan of to-do lists and date calendars, this is your techno-dream-come-true.

But bringing the rest of the organization on board with this vision has been a struggle.  I guess I had to “see the light” first, before I could convince others to, as well.

The Solution (How we’re raising awareness and changing behavior)

So how do you bring an entire global organization from the pre-contemplative “do we have a problem?” stage to being power-users of a technology platform that can improve workforce productivity by a landslide? My thought is to use small “micro-behavioral asks” with a lot of visual storytelling along the way.   Basically, you’ve got to be extremely specific about what you’re asking folks to do and be even more explicit about why you’re asking for the behavior change.

We’ve been doing this through a broad-messaged storytelling strategy, complemented by “boots on the ground” tactical reinforcements.  So as we’re sharing “commercial” videos that tell the story at a high level, we’re also doing live drop-in training groups.  While we send out company-wide emails and blogs about the vision we’re working toward, we also sit in on team staff meetings to explain the benefits and possibilities with group leaders and recruit early adopters and influencers aggressively.

The hope is that by communicating the big vision broadly, while tactically demonstrating the value in a more personalized and relevant interaction, that we’re going to get the message across and the necessary behaviors changed.

Big Vision + Tactical Demonstration = Strategic Behavior Change.

That’s the goal.

I’ll write more on our progress as we move along.

Perfect starts to look the same after a while.

I’ve lost my love of Instagram.

It was so cool for a while. Like Facebook, but without the haters. It was a scrolling visual of fun, in-the-moment pictures taken by people you know and people you don’t. It had substance because it was real.

It’s not like that anymore. Maybe it’s just me, but I find that Instagram is littered with perfectly composed, well-lit pictures of the same things. I keep seeing the same shot taken from a top down view of a coffee mug, an Apple keyboard, maybe a day planner with a pretty cover and a foot or hand angled in.

Untitled design (12) Untitled design (13)

I don’t know about you, but my workspace generally looks like this (on a really good day)…

my workspace

It’s far from perfect, but hey, guess what – it really does look that way. I bet yours does, too.

This week on Crew, Nirzar Pangarkar compared authenticity to beauty and the best virtue won. You should go read it.

Too lazy? No worries, here’s the takeaway:

Our attention spans continue to get smaller and smaller while our bullshit meter’s get sharper and sharper. Perfectly crafted content has had the personality scrubbed right out of it. It’s not authentic because it lacks the stuff life is made of, like grammatical errors and messy workspaces.

I’m not suggesting that we should all stop proofreading or taking photos in natural light. Aiming for quality content it a great thing. But I feel like the emphasis on creating a perfectly coiffed brand in social media is gaining at the expense of authenticity and realness. Perfect all starts to look the same after a while.

Remember, realness is still what us humans relate to. It’s also what makes us stand apart from everyone else.

“Follow your passion” is the worst career advice ever.

I heart my careerIt’s rare that I consider a book life changing, but this one comes close. Not because of any great epiphany that changed the course of my life, but because it validates my skepticism for the “follow your passion” maxim I hear so often.

deep work

Seeking passion in a career path is like searching for depth and wisdom in a Kardashian. You’re looking for something that isn’t a natural part of the package and if you hit upon it, it’s probably artificial or likely to fade. Rather, if you approach your career path with a craftsman’s (or craftswoman’s) perspective,  and consider what skill can you develop that will add meaning to your life while adding value to others, over time you’re going to become pretty remarkable at what you do, and that will make you feel good about doing it.

Bingo.

The pursuit of passion left me jobless and wondering “WTF what just happened”?

After years of resenting my marketing career because it didn’t give me the ability to “express myself”, I quit my corporate job in 2008 and moved to India to learn to teach yoga in an ashram. (Zero jokes here, I seriously did this.) In doing so, I broke rule number 2 and 3 of Cal’s book by not building career capital in the field of yoga over time and by rejecting the idea of making small strategic decisions rather than large sweeping risks (which is what I did). Cal explicitly calls out my career faux pas by referencing a woman who literally did the same thing I did, and ended up on food stamps.

Fortunately, my situation never got that drastic, but I did take a huge step back in my career trajectory, losing years of growth and wages. I don’t regret a moment of my adventure because it gave me something else that’s equally valuable – self-awareness and a great story to tell. That said, I didn’t need to jump off a career cliff to achieve those things, either.

The passion strategy won’t serve you in the long run…

Passion is fleeting. What I am interested now (employee engagement, The Walking Dead, and trying to fit exercise into a 2+ hour daily commute), probably won’t consume me in 5 years. Humans are dynamic and ever changing in their interests, unlike my pug who has been interested in nothing but food and tennis balls since we rescued her 8 years ago. If you follow your career passions today, where will that leave you in 5 years? Chasing the passion of the moment, no doubt.

I will say that Cal’s approach to building a craft and experimenting with different ways to apply it has a far greater payoff. As a writer, I’m currently focusing my craft on business communications and executive messaging. But I’m also taking “small risks” with blogging because it’s an expansion (not a departure) from my core skill of writing. By experimenting with different applications of my craft, I’m adding to my paint brush collection rather than tossing all my paints away in favor of a new medium.

Passion for Potty

There’s one more fundamental flaw with the “follow your passion” mindset. Consider what the world would be like if everyone took this advice literally. We’d be a universe of life coaches and pop stars with no one to empty Port-a-Potties or maintain public washrooms. I double dog dare you to find someone who’s passionate about cleaning toilets. And yet, we need that.  Passion driven careers are typically saturated with too many people jockeying for the same opportunities.  A career focused on craft and improved with small strategic decisions allows for specialization and expertise that’s coveted, not commodified.

In my career right now (post yoga debacle), I’m always looking for ways to build on my craft, while tweaking the context of where I do it.  I enjoy writing and as a result, I’m pretty good at it, but it took me a while to back into that skill as I experimented with building businesses and working in different roles and companies.  I didn’t always love the work, but when I dissected what I really did love, content creation was always on the list.

The piece I continue to refine is where and what I’m writing.  Am I better off with a corporate job, or taking my chances at freelancing?  Web copy or corporate messaging? I doubt I’ll ever stop experimenting with the who and how. In my current role, rarely a week goes by that I don’t hear a colleague admit to me that they’re not great communicators or it’s not their strength.  I think they’re wrong, but I don’t fight them on it too much as their perceived weakness is my job security.  So in the end, I’ve cultivated a craft that others find value in and that I feel confident that I’m pretty good at.  And guess what – because I have confidence in my craft, I like doing it.  No passion required.

Back to Cal’s book, I think it should be a required reading for all senior high school students, ready to embark on a working career. Before they pick a college major, before they declare their lifelong career goals (which I think is ridiculous at that age), they should read Cal’s book and consider what they might have to offer the world that the world might actually value. Then go from there.

11 Ways to Build Out a Scalable Editorial Calendar

11 ways to build out a scalable editorial calendarWhen I’m creating an editorial calendar for an ongoing project, I like to start with key dates that will impact the direction of my content. Things like holidays, trade events, special promotions or key dates that are significant to the company. Once that’s fleshed out, I schedule one cornerstone piece of work every 4 to 6 weeks that is then transposed into different channels depending on the client and their audience.

Plotting Key Dates

Once I’ve plotted out my key dates, I look at what content is required to support those milestones. If I’m writing for a B2C client, that might mean incorporating holidays into the context of my work. In B2B, writing about trade events or special promotions are obviously going to get built into the schedule as well.

Creating Pillar Content Strategies

Once date-driven events are plotted out, I look at creating a pillar content piece that sets a theme for a period of time (let’s say 30 days). Once developed, I then slice and dice it for a variety of channels, audiences, and touch points.  The key is to create one large and detailed content asset that can then be remodeled rather than continuously developing new pieces from scratch.

For example, let’s say I’m looking at a January through March calendar schedule for a B2C fitness technology company. I might focus on creating an ebook about effective goal-setting in January, a heart-healthy piece for February and an inspirational guide for March. All of these key pieces are ebook format. From there, I can pull segments of the book into the following assets:

  1. Break ebook content into blog post series.
  2. Create social media posts to promote the ebook download, but also retooling content and images to use separately.
  3. Transition content into a slide deck and post on SlideShare (great SEO here, even for B2C).
  4. Use the slide deck content for a monthly webinar series.
  5. Post the recorded webinar/screencast to YouTube and Vimeo
  6. Record the entire ebook to audio, post to iTunes and Sound Cloud.
  7. Make a 15 minute Periscope meet up to discuss goal-setting tips (or whatever the topic is).
  8. If appropriate, retool content for a LinkedIn blog post or series.
  9. Is the topic evergreen? Split the content up into a 5-part drip email mini-series and use it as a lead-generator.
  10. Pull images and infographics from the ebook and pin them to Pinterest. Have them point back to a lead gathering landing page as an evergreen download.
  11. Pull segments of the ebook and create guest posts with it (using the full ebook as a lead magnet of course).

Retooling content is not only the most scalable way to create multiple channels and assets for your company, it also builds authority, trust and familiarity. When a brand produces a consistent flow of information, your audience anticipates it (and that’s a very good thing).

So how well is your content really performing? 3 Ways to measure success, today.

measuring content performance

There are four types of content marketing metrics: consumption, sharing, leads, and sales. Most marketers overvalue the first two (blog page views and retweets, for example) and undervalue the last two (email subscriptions from people who first read the blog and, ultimately, sales from among that group). If you focus your metrics on behavior, rather than on data aggregation, you’ll be measuring points of greater business value.
– Jay Baer (@jaybaer)

My websites rarely get comments anymore, although traffic continues to grow year-over-year. My Facebook posts appear to get little traction, but when I measure traffic sources, I see that it’s still my second largest social channel source next to Pinterest.

The interesting thing here is that on the surface none of these assets look like they provide much engagement, yet they tend to convert to subscribers very well.

As Jay Baer states above, marketers and brand owners tend to focus on content consumption volume rather than metrics that move the revenue needle (subscribers and sales). Because let’s face it, it’s much easier to build assumptions by glancing at numbers of likes and shares than actually measuring how effective an asset has been in leading potential customers into a sales funnel.

Here are three ways to look past the initial likes and shares of your content to the behavioral results of your overall strategy.

  1. A full package CRM solution like Marketo or Hubspot will connect the dots between a potential customer’s first social engagement all the way to final purchase and the touch points that occurred along the way. Marketo leans toward B2B enterprise while Hubspot is more affordable for smaller organizations. These programs are ideal for measuring overall inbound marketing effectiveness, tracking everything from live events, webinars to PPC and email promos.
  2. If you just want to measure the impact of a single campaign or offer, it’s far easier than you might think to set up a Google Analytics conversion tracking system that will track how effective certain promos or opt-ins are at converting. Bottom line – if something is taking up precious real estate on your website but it’s not performing well, either change it up or let it go.
  3. Using heat maps to track clicks on any given page on your website will give you an idea of where your visitors are going, what they’re clicking on and more importantly, what they’re not clicking on. SumoApp offers a free WordPress plugin that provides instant results on how a campaign or sales page is performing.

Bottom line – while great content is still king, consumption behavior is more complex than first glance assumptions, so you need a judicial system in place to make sure your assets are performing at their best. While robust end-to-end systems like Marketo are great for big picture (and big budgets), small, simple (and free) systems can be installed pretty easily to provide real-time feedback on how well your content is performing for you.