Brass Tacks

Four Best Practices for Smarter Global Digital Communications

sabrinahorn — Wed, 02 May 2012 06:30:29 -0700

Like it or not, you’re now a technology company.

Probably not the lead you were expecting for an article on global communications, right? But the omnipresence of all things digital and social means that every business, regardless of product or service offering, is a technology company. That means customers expect to be able to connect to your brand – any time, any place. As a result, the traditional lines of geography and culture are often blurred.

What does that mean for communications pros? Well, for those looking to expand worldwide, it means the need for coordinated global strategies is higher than ever. One size does NOT fit all when it comes to multinational campaigns, and with customers already engaging your brand on the digital front, it’s important that your local efforts supplement – not combat – this always-on presence.

With that said, here are four tips to help ensure your communications resonate across all markets:

• Don’t Start Before You’re Ready. Companies often start multi-national communications before they’re fully prepared. It might sound obvious, but you can’t cut-and-paste campaigns from one country to another. No matter how smart your global strategy is, you need to meet three requirements before starting any regional campaign: local customers, local, native spokespeople and native-language content.

If you meet these criteria, start by researching the key factors specific to each market, including: consumer behavior; linguistics; cultural differences; technology trends; and market maturity. Don’t overlook the small stuff, either, and pay special attention to language: for example, in the US, a mobile device is often referred to as a “cell phone.” But try that same term in Asia and your marketing might fall flat – the preferred term there is “mobile phone” or “hand phone.” A small detail, yes, but one that could ultimately make or break your campaign.

• Coordinate Your Strategy on a Global Level. This point can’t be overstated. Domestically, you’re probably already focused on integrating your online and offline efforts, but by expanding internationally, you’ve introduced a whole new set of campaigns and channels that need to be woven into your existing marketing mix.

To be consistent, consider creating a task force of sorts: a small, dedicated team of trusted, experienced global communications practitioners who can take the lead in developing singular, cohesive strategies. This team can also serve as execution champions for your global communications goals and provide needed support and advice to local teams, without being hindered by day-to-day minutiae.

• Choose the Right Insiders. When it comes to international communications, companies often run into one of two scenarios: too much red tape (most common when working with a big multinational agency), or poor accountability (often found when your domestic firm’s global capabilities turn out to be no more than a referral network).

That’s why it’s important to take your time in selecting overseas partners. Local insight is an irreplaceable asset in global communications, whether it’s instinctively knowing which media and influencers to target, what channels to devote extra time/resources to, or what creative idea is most likely to resonate with local audiences. This type of on-the-ground expertise is what causes marketing to break through, so look for partners with proven relationships, experience and execution.

• Centralize Your Reporting. Successful campaigns require the ability to analyze, refine and adjust campaigns in as close to real time as possible – a problem often magnified when operating on a global scale.

Most importantly, configure your reporting solution to quickly deliver only the key metrics needed to make optimization decisions, rather than trying to wade through every piece of data available. Also, be sure your reporting tool can integrate all the languages, currencies and country-specific data relevant to your campaigns – it’ll save you time and ensure you’re making accurate comparisons.

Global communications doesn’t have to be a guessing game. The challenges – campaign coordination, multiple partners, variations in languages, cultures and customer behavior – are great, but combining coordinated global strategies with local expertise provides a roadmap for each new market. And in a digital economy that brings your customers closer than ever before, a consistent brand presence is a necessity that can’t be overlooked.

Sabrina Horn is president and CEO of HORN, an award-winning digital communications firm and co-founder of the Oriella PR Network, an alliance of 16 top communications agencies in 23 countries. Sabrina is also a charter member of Oriella’s Global Strategy Council, and has been recognized by PR Week, The Holmes Report and Inside PR as one of the industry’s most successful entrepreneurs and innovators.

Note: This post was originally published in PRNews.

Video Interview with Jon Swartz of USA Today

sabrinahorn — Wed, 18 Jan 2012 08:33:56 -0800

To kick off 2012, I'm happy to post this recent interview with colleague and friend Jon Swartz of USA Today.

It's interesting to hear about his use of Twitter for story ideas and information, and it's also an insightful look at how he works, his approach and his predictions for the new year. See it now to see what has already come true!

An Interview with Jon Swartz, Technology Reporter, USA Today from Horn Group on Vimeo.

Video Interview with Giles Fraser, Co-Founder, Brands2Life and Oriella Network

sabrinahorn — Mon, 21 Nov 2011 13:07:59 -0800

On a recent trip to visit our long-time partner Brands2Life in London, I had a few minutes to catch up with Co-Founder Giles Fraser. Brands2Life and Horn Group are also co-founders of the Oriella Network of agencies around the world, a network we jointly created to serve our clients' needs for PR on a global basis, and we talked about our shared clients, business, technology and PR trends in the US and the UK.

In general, it has been wonderful to see how many more of our clients are seeking global communications support, as well as the notable increase in need for integrated digital communications across agencies. This means PR programs that include web and social media components. In this regard, we are both building brands and supporting sales. And like the US, our partners in the UK continue to see the cloud and the consumerization of IT as big tech trend. A great visit with some really good people on a shared mission.

Horn Group Innovator Series - Giles Fraser, Co-Founder of Brands2Life and Oriella PR Network from Horn Group on Vimeo.

"The Way"

sabrinahorn — Wed, 12 Oct 2011 09:16:30 -0700

What is it about "The Way"? In the last few weeks I have heard a lot of people talking about "The HP Way". There's the "Horn Group Way". And then there's “your way or the highway.” But seriously, what is "The Way"?

It’s a series of processes. A culture. An approach to how customers and employees are treated. I think people today like to reminisce about the "old" way things used to be because things are moving so fast. The old way conjures up memories of when answering a call or an email within a day or so was acceptable. Now, people wonder if something bad has happened to you.

But we also know that the old way may not be the way of the future. Things change and require us to adapt. It's life. The problem is a lot of companies and their executives think they have to come up with a "new" way that ends up having no regard for their original core values. So how does one evolve a business while still preserving the core? A lot of companies that are 20+ years old struggle with this as divisions of their business are going online, people are moved around, some business processes become obsolete and new ones are created. Imagine modernizing the way a 100-year-old company operates, what it sells, how it is sold and whom they hire, while preserving what made them great in the first place.

At the end of the day, things like integrity and respect should never go away. It's the processes around which integrity and respect are manifested that can be modernized. But be careful not to change for the sake of changing. When you deviate from your DNA, you risk losing the magic that makes your company what it is. As Howard Schultz, CEO of Starbucks said recently at the World Business Forum 2011, "Our competitive differentiator is our culture and the way we treat our people and our customers. We may find new ways to sell different kinds of coffee, but ultimately our core values prevail through everything we do."

20 Thoughts for 20 Years

sabrinahorn — Mon, 27 Jun 2011 08:11:22 -0700

...I've actually had more than 20 thoughts in 2 decades but here are the ones that have come back the most often as friendly reminders and occasionally, to haunt me. Enjoy.

1. If you don't have a plan, you don't know where you are going. Have, and share a vision, make sure people can repeat it, understand it and believe it. Have goals that resonate with your employees or clients. And communicate your progress against them, often and through multiple means. Remember, plans can change. Just communicate the new plan and why a different one was necessary.

2. Hope is not a strategy. Plan for the worst, hope for the best. Have a back-up plan. Hoping for good times won’t make the bad times go away. Be prepared to get through them.

3. Most business problems are like a jigsaw puzzle, you have to find the right pieces and put them in the right sequence. I used to be very emotional about things that happened in the business: an employee leaving, an unhappy client, etc. Take the emotion out and visualize each situation as part of one big puzzle. Lastly, watch out for those puzzle pieces that look like they fit but don’t. If it’s too good to be true, it probably is.

4. There are always 3 sides to every story. Yours, theirs and some where in between. Learn to operate in between. There are infinitely more shades of gray than just black and white. Most things in life and business are not black and white. Learn to live with gray.

5. Know what you don’t know. Whether you are 30 or 80, there is always something that you don’t know. Humility is an endearing quality: if you don’t know something go research it. If you cant find the answer, ask someone, or just make it up.

6. It’s not about you. It’s about everyone else. Leave your ego at the door. When making tough decisions, you can’t think about what you want. It’s what’s the best for your team or client. Making the right decision may be very unpopular in the short run, but may be what is right for the company in the long run.

7. If you don’t ask, you don’t get. If you want a raise, justify it, and ask for it. If you want to win a piece of new business, tell the client you want it. Why not? Most people spend their lives not saying what they really want or believe in and they end up unfulfilled. Ask. The worst is you get a “no” and some new-found respect for your courage.

8. Your integrity is all you have. Life is too short to compromise your values or that of your colleagues. Life is also too short to work with jerks. Get rid of them. There are plenty of fish in the sea.

9. Leadership is a lot about listening and talking about the things that people want to say but don’t. If people would just stop talking so much, they might hear what is really going on. It’s really hard to listen to things you don’t want to hear, but if you want to be a leader, you have to learn to listen. Then, gently, address those things others are afraid to say.

10. It’s not over till the check clears the bank. I don’t care if it’s in the mail. I don’t care if Joe is giving me “his word”. It’s just not over till the check clears the bank.

11. “No.” There are some things that are just not feasible, or realistic. Don’t feel like you have to say yes to everything to please someone. Be honest. Say, “No, I can’t do that now, but I can do it later…” Or give some parameters around what might be possible.

12. Don’t look at what’s there, look for what’s missing. When devising a strategy for a client, or writing a document, assess it after you feel you have finished. What is missing that would really make a difference? Also called exception management, look for those things that are not present, not just the checkmarks in each box.

13. Take the high road, even when it REALLY hurts. You don’t need to have the last word. You don’t need to make the other person feel bad. Deep inside they know anyway. Some day, you’ll meet them again. Why make it awkward? Who knows, you might need them at some point.

14. Positive. Energy. There are two kinds of people in this world: people with positive energy and everybody else. Nothing will get done with a negative attitude. If you think life sucks it will. So join the team, and dream along. If you don’t believe, leave.

15. If something feels wrong, it is. Trust your gut, always, always. There is something to that intuition. Learn to trust it, and listen to it.

16. Life is not about achieving balance. It is about the choices you make. You can schedule your day full of meetings, be late to all of them and come home exhausted with nothing left for your family or friends. Remember, it’ll all be there for you tomorrow. You’re not in a race. And also, decide between what is important and what is urgent. Not everything is urgent. Take care of what is important first.

17. Admit mistakes. Learn from them. Try hard not to make them again. Almost 50% of the time we learn by adding new information to our brains. The other 50% we learn from making mistakes and understanding how to not make them again. Be honest about them.

18. Be smart. Be kind. Be generous. Be curious. And never, EVER, let anyone or anything get in your way. Especially for women in business– there will be obstacles in your lives and careers. But nothing is insurmountable. You can always find a way to work around something, or get around someone. There is nothing that can stop you unless you let it.

19. If you are not happy with the way things are, go out and change them. Whining is the worst. Complaining even worse. Make your time doing any task worthwhile… and make a positive impact.

20. Know when to put the toe tag on it. When you’ve explored all options and tried all avenues, cut your losses and move on. You’ll never win if you try and fit a square peg in a round hole. And you’ll lose precious time fixating on something that will never work.

"Duck Hunting" with Tom Foremski, Silicon Valley Watcher

sabrinahorn — Sun, 05 Jun 2011 07:29:39 -0700

This week I'm pleased to share a recent video interview from our Innovator Series with Tom Foremski, Editor of Silicon Valley Watcher. http://vimeo.com/24227420

Horn Group Innovator Series - Tom Foremski, Editor of Silicon Valley Watcher from Horn Group on Vimeo.

In this clip, Tom talks about how being a CMO is the toughest job in a company because everything is so fragmented. He also talks about how Silicon Valley has evolved into a media business and his thoughts on the social distribution of mass media. Tom, like other thought leaders, feels we haven't yet fully realized the potential impact of the Internet, culturally, socially, economically and globally and that we are just scratching the surface. Thanks Tom, for your insights and consistently excellent reflections on the heartbeat of Silicon Valley.

Video Interview with Ann Winblad, Hummer Winblad Venture Partners

sabrinahorn — Tue, 03 May 2011 15:40:56 -0700

In this week's Innovator Series interview, I talked with Ann Winblad, Founder and Managing Partner of Hummer Winblad Venture Partners in San Francisco.

Horn Group Innovator Series - Ann Winblad, Co-Founder and Managing Partner of Hummer Winblad Venture Partners from Horn Group on Vimeo.

What I admire about Ann is how she, and her firm, have stayed the course over so many years, investing in interesting technology companies run by smart, hard driving executives. In this interview, she talks about how the venture model has changed, and what gets her excited, as well as some special advice for CMOs and entrepreneurs alike.