All posts by alicelankester

Do your social posts survive the re-share test?

artofsmOn my weekend walk, I listened to this Jay Baer podcast of an interview with Guy Kawasaki, Chief Evangelist at Canva and author along with Peg Fitzpatrick, Head of Social Strategy at Canva.

The podcast is part of Guy and Peg’s book tour to promote their new book ‘The Art of Social Media,’ a book they have filled with power tips for power social media users.

Here my five key takeaways from this podcast:

Continue reading Do your social posts survive the re-share test?

The best social strategy requires alignment with the customer journey

Once a brand has determined that social is an appropriate part of their marketing strategy, the next question is what exactly should that strategy be?

Without thought, brand can open up multiple social accounts and start posting. But what? And why?

Here are a few thoughts that may help start to frame the answer to that question.

Continue reading The best social strategy requires alignment with the customer journey

I’m glad #ALSIceBucketChallenge is over … now what can we learn?

As a marketer, watching a breakout viral story unfold before my social network eyes is always fascinating. How did that start? Why did that one catch fire and others didn’t?

Last month, I wrote this article for ClickZ, in collaboration with my colleague Roger Katz, on just these topics, for Friend2Friend — “What brands can learn from the #ALSIceBucketChallenge” summarizing recommendations as follows:

  • Be social platform agnostic
  • Leverage the social network effect
  • Make it meaningful, but make it fun!
  • Make it clearly actionable
  • Give it time to catch fire, and
  • Involve celebs if you can!

You can read an explanation for these recommendations at ClickZ.

Airbnb’s growth hacking story presents some insight into Airbnb’s growth hacking experiences that I didn’t know before. Interesting article that can be read here.

Airbnb, like many successful ‘out of nowhere’ startups began its life by solving a problem that the founders had themselves in 2007 — they wanted to rent out their own San Francisco apartment. They soon found out that they were not just solving their own problem, they were solving a problem that people all over the world had too — a solution that is now worth $10B.

Here are the things that stood out for me about what Airbnb did:

Continue reading Airbnb’s growth hacking story

Where is your startup in the Brand Relationship Arc?

Image courtesy of

Few brands make it all the way up to the ‘forgive’ and ‘defend’ area, but all of them start at the bottom.

The biggest challenge I see startups take on is figuring out what they should be ‘known’ for.  It’s a common mistake to try to be many things to many people. Be known for something great and focus on that.  It’s too easy to get distracted by the competition, sometimes even when really that competition is adjacent, and actually could even become complementary through partnerships.

To be successful, brands need to focus on being relevant to their chosen audience, on delivering contextual events and content that is meaningful and enriching, and being useful, entertaining and/or educational.

Read more on this subject on Wharton Penn’s site.

How Weird Al is “literally” everywhere…

Time was, that Weird Al was a thing I recalled from Madonna’s virginal days (yes, that long ago). But more recently he seems to be wherever I look. How and when did that happen?

Today I read an interesting piece in The Atlantic — “The Surprisingly Savvy Weird Al Internet Machine” — which offered some some answers.  How Weird Al is managing to rise above the incredibly noisy world of video-tainment.

Here are some of the ways:

Continue reading How Weird Al is “literally” everywhere…

Re-discovering your social compass — old rules for the new digital world

Social Media is lost without a social compass.”  So says Brian Solis in a thoughtful, and thought-provoking article written as a foreword to the new book “The Ethical Practice of Social Media in Public Relations,” by Marcia W DiStaso and Denise Sevick Bortree.

Here’s the thing.

Just as you would advise any newcomer to the social (digital) world — from teenager to grandparent — not to say anything you wouldn’t say face-to-face, brands need to follow the same guidelines.

Don’t say anything you wouldn’t say to a consumer face-to-face.

Continue reading Re-discovering your social compass — old rules for the new digital world

How to get on with creating great content…

Thoughtful article from Siege Media about how to create great content in-house.  For someone who does a lot of writing while doing 1,000 other things, his focus steps need to be followed:

  1. Turn off your cell phone
  2. Log out of social media
  3. Finish what you start (don’t let half finished drafts linger)
  4. Close your email
  5. Close your door
  6. Schedule a writing block
  7. Be true to your writing style
  8. Don’t covet what others are doing (focus on your writing rather than friends at the bar)
  9. Be accountable for your writing time (do what you say you’re going to do)
  10. Quantify your writing goals

Excellent. Yes. There are way too many things distracting us… I learned focus and discipline early in life. There simply weren’t the distractions of cell phones and social media then. Just a pencil and paper! Fortunately I can fall back on those focus skills whenever I want.

Can the new generation of digital natives? I hope so. Meantime, close the door, turn off email, turn off iMessage, turn off Skype, put your phone on DND or better still turn it OFF, and get on with it.