Five Things Brands Need To Know When Working With Influencers

Image courtesy of Flickr.

Image courtesy of Flickr.

I’ve been working for a few years now with multiple brands per year. I have worked with brands in the music industry to emerging technology companies. When I reflect on what has made for a great partnership in the past, there are several themes that crop up over and over again. Conversely, there are other trends that come to mind when I reflect on what has gone terribly wrong in some of these partnerships. I hope to illuminate both sides of the coin equally and vividly.

In my opinion, influencer marketing is still an emerging field. Like anything else, there is going to be a learning curve. There are brands that chose to take the time to get it right. Yet others, clearly rushed to adoption without putting the right infrastructure in place. The intent where influencer marketing is concerned is for brands to be able to identify and partner with people who have a significant social following and voice in their respective niches. This partnership is usually created to raise awareness, drive traffic and/or sales to the brand in question.

Did you know?

According to Huffington Post, 65% of marketers are participating in the influencer marketing space. Many recent statistics also indicate that companies increased budget for influencer marketing campaigns in 2016 and plan to do so going forward. In addition, a few brands who are reaping the rewards of this kind of advertising are making a play for separate budget to fund influencer campaigns apart from all other advertising and marketing efforts.

It is safe to say, that influencer marketing will be sticking around for awhile longer. With some tweaking, planning and synergy between brand and influencer – this kind of marketing becomes a force to be reckoned with.

Here are the five things that brands need to know before getting into the influencer marketing game:

1) Make sure you have the right people handling your influencer outreach and engagement. Influencers are people. In particular, they are people who either hold a 9-5 job elsewhere or have multiple business endeavors. In other instances, it is their only business or if they are like me – it is a part in a larger consulting business. Imagine receiving tons of inquiries for sponsored posts, vlogs, events etc. per week. What will make your inquiry more compelling than the others? The way your inquiry moves to the top is by having competent and knowledgeable people on your frontlines. For example,  I had a brand representative reach out to me for sponsored work. Over 10 plus emails or so she asked me a battery of questions about my influence to determine if I was right for them. The reality is: she should have done her homework and came to the table with less questions than more. She found me and my page which means something stood out in her searches. I run a business that doesn’t afford me the time to go back and forth over email with your representative that is doing this all for the first time. Turned out to be a troublesome partnership for me in the end and it was evident from the first engagement. Pay attention to who you have representing you.

2) Start small and have clear goals for your partnership. There is nothing more frustrating to influencers than you engaging them with great enthusiasm and no plan. Let’s flip it for a second, how likely is an influencer to garner your attention if they reach out to you with an informal email that indicates no real plan for their enthusiastic pursuits of a partnership? I am pretty sure that email will be deleted. The same holds true when you reach out to influencers. Your plan doesn’t need to be perfect, but you should have some plan and/or idea for moving forward with a partnership. Serendipity is fun as you move through fine-tuning the ideas for partnership, but please have some framework or foundation for us to work from.

3) Influencers are not an extension of your internal marketing or pr department. The reason why influencer marketing is all the rage is because it differs from the “buy me because we’re great” sales push that is synonymous with traditional marketing and advertising. Influencer Marketing is like hearing about that hot new product, event or service from your best friend. While not all people have bought into believing influencers – there are many who have followed the climb of their respective influencer or community of choice and therefore respect any recommendations coming out of those camps. To that point, you partner with influencers for our unique voices and perspectives in the market. The moment you decide to control or censor the voice our communities are accustomed to hearing; you have undermined the entire partnership. This isn’t to say that you can’t have a say or editorial influence to ensure the sponsored material meets your standards, but realize the whole point of this is not to be like your traditional marketing copy. If this is a sticking point for you, you may want to reevaluate.

4) Compensation matters. Whether you are a startup or a Fortune 500 should not matter. If you want someone to pitch your business or service to a community/following they have spent countless hours building- you have to pay for that. There are many ways to compensate influencers that don’t always involve dollars leaving your bank account for ours. For instance, I had a pretty well known accounting system vendor reach out to me to do sponsored work. Funny enough, I happen to use them for my own accounting. I simply asked for a year of free service in return for my sponsored content. Their representative returned my email with a “sorry, we don’t do that.” I bid her adieu and never looked back. Besides the poor judgment of not working with a current customer who enthusiastically would have promoted their company- it was clear they wanted my endorsement for free. Testimonials are one thing and sponsored content is something altogether different. You need to be able to compensate influencers. I’m personally tired of feeling like I have to pull it out of the company representative as to whether they intend to compensate or not. Expect to pay and be upfront about your budget. Some budget is better than nothing.

5) Etiquette and Business Protocol are welcomed. As mentioned above, influencers are either intrapreneurs working for someone or entrepreneurs in their own right. We do not exclusively work for you nor do we operate in accordance with your sloppy protocols and corporate practices. If your company is the sort that has a great idea one day and abandons it the next, you had better figure out some streamlined way of communicating in a timely and consistent manner where it concerns influencers. This may be a small line item in your marketing budget, that doesn’t mean that you fail to communicate when a campaign idea has been abandoned or in other cases when you are no longer manning a community of influencers. I surely hope you would not leave other business deals/partners in limbo – why would this seem like a reasonable way to operate with influencers?

These are just a few of the many considerations that should be driving your conversations about influencer programs internally. As I was writing, I realized there is far more to share. I truly enjoy partnering with brands to help illuminate their newest services and projects. The point is for this to be both fun and beneficial to both parties involved.

Brands: Share your best practices with me in the comments. Influencers: Share your tips for partnership improvement in the comments as well.

Is the “Grown Up” World Where Talent Goes To Die?

Image courtesy of Flickr

Image courtesy of Flickr

I am deep into a book called: No Fears, No Excuses: What You Need To Do To Have a Great Career by Larry Smith. In this book, he asserts that: “the grown-up world is where talent goes to die.” Reading this statement jolted me gratefully inside – as this is something I have come to realize in my own career journey and in the scope of coaching my clients in business.

You may be thinking that this statement is: “harsh” or “an unfair generalization”. Perhaps, you’re right, but I will wager that you are not necessarily wrong, but rather predictable. I say you are predictable rather than wrong, because you belong to a subset of thousands – if not millions of people who believe in a precept of work that is fast becoming a dinosaur. This precept of work includes: Choosing a degree field (preferably something that will allow you to support yourself upon graduation), studying hard even if you hate your field of study, finding an internship where you give your gifts away for free,  only to search for whatever job the economy will loan to you. This my friends is the age old definition of success and job security. The unfortunate outcome of all of this is: The lot of unhappy people and wasted talent living and participating in a society that appears to being conversely impacted by a perceived lack of skilled workers.

While what I just outlined is not indicative of everyone’s career; it is the reality of the majority. Very rarely do I meet someone who says: I love my job and it is allowing me to utilize my full range of talents. In my head, I know of a handful of people in both my personal and professional circles who truly love the work they do. I know that “love” makes people uncomfortable, so let me define what “love” means in this context:

The handful that “love” their work are:

1) Doing work that aligns with their natural talents, interests and passions.

2) Fulfilled by the work, interactions and daily dynamics of the job.

3) Reinforced by having their basic needs for compensation, benefits, flexibility, long-term growth, challenge and continued learning met in return for their efforts.

Most people are not “in love” let alone fulfilled in the way I just described above. Every week, I observe the sentiments about work as we inch towards Friday. Most people, appear to be happiest from Thursday through Saturday. Sunday is a reminder that work starts in 24 hours on Monday – which brings on the inevitable social shares and/or griping about the drudgery that is returning to work. Put plainly, people are miserable and feel stuck.

Coming back to the title of this article which is: Is the “grown-up” world where talent goes to die? Is it true? I think it is. We start children off conditioning them to conform to the world rather than disrupt it. This conditioning often forces them to ignore their interests, innate skills and passions in favor of the road most traveled, lucrative and accepted. In doing this, we ship them off to university to study what seems like the best option for them. Sometimes it works out and other times a pivot emerges to the dissatisfaction of the parents, because of course we are supposed to have our entire life figured out at 22 – how reasonable!

Should we be lucky enough to get a job after graduation, more advice comes our way. The advice is: “Work hard, keep your head down, follow the rules and you will be promoted and successful in no time.” In “no time” is the operative word, because in this current economy promotions seem to be rather elusive and hard or good work is no longer a silver bullet for success on the job. By the time, people look up – they have a home, 2 cars, some kids, a dog, bills and a job that is a terrible fit for their skills and lifestyle; but the bills have to be paid, so onward with more drudgery.

For every person that works a job there is a dream and creativity deferred in the journey towards personal and professional success. We have all been conditioned to believe that holding a job whether it is a passion or not is a badge of honor – your right of passage into adulthood. More money, more bills, and more material effects are just a few of the things that define your adulthood in our current society. The problem with this rat race of superficial success is that it is superficial. Success is subjective and therefore much more to having longevity in your career than the degrees, certifications and clocked years of service.

Agreeing or disagreeing with this statement of talent dying in the grown-up or corporate world doesn’t matter. What matters is that you take a moment to realize what you want your life and contributions to stand for and taking stock of where you are so you can ensure that the two align. Here’s a hint: In the coming decades, success will not be defined by your retirement package, the money in your bank account or the amount of hours you worked – it will be about how you made an impact (however small) in your part of the world.

I spoke about success and what is means to be an adult in the modern world on my Periscope show: Ask Czarina Live. You can watch it below.

 

Three Lessons I Have Learned From Five Years of Blogging

Three Lessons I Have Learned From  Five Years of Blogging

September 13th will mark the 5 year anniversary of The Aristocracy of HR. I certainly never set out to become a blogger, so reaching this milestone is pretty darn special. There were quite a few people who gave me a chance and supported from the very beginning. I’ll give them a shout out next week as well as address how I stumbled upon blogging; but for the purpose of this post I want to explore what I have learned over the past five years.

The first lesson is: Honor your writing process.

Don’t get me wrong consistency is a huge factor in achieving and maintaining traffic to your blog, but you want to know what is even more damaging than consistency- forced content. I have never been able to write under duress. Like a true artist, I need the spirits to move me or something to inspire me to write. Luckily, I have been inspired on more weeks than not these past five years. However, there have been a few weeks in which nothing I thought to type was worth your time.

I often had this aching feeling like I needed to put something out for the sake of not losing readers. I used to sit in a bit of my own purgatory, until one day I learned to honor my writing process. I write what inspires me. The only other writing I know how to do is to introduce a product, service or event which is a bit more technical. Outside of that, I am not a content calendar gal. It just isn’t helpful given the way I write.

If there is anything that I have learned, it is that you will churn out the worst content – if you don’t recognize what kind of writer you are and honor it. Planning a content calendar may help some organize their thoughts – while others may be more free-spirited like me. Do what works for you.

The second lesson is: Write what you know.

I’m not sure how many blogs I’ve read over the years, but I am certain it’s in the thousands. That said, there is nothing worse than reading something that seems forced or isn’t based in fact. There is of course satire, but I am talking about the group of folks who are professionals, experts, gurus, ninjas in their own right yet, their story and/or style of writing leaves much to be desired.

Part of how you succeed as a blogger is to write what you know. The things that are like second nature to you, but still a mystery for the right audience is where the magic happens. I’m not saying pick easy topics to write about all the time, but do yourself and your readers a favor by knowing what you are talking about. Lack of acumen can plague even the best writing. It’s kind of like an unwanted zit – it’s grossly noticeable, unnecessary and bothersome.

Lesson three is: Be humble.

When I started blogging in the HR niche, there were a lot of cliques and elitist personalities in abundance. I’ve since learned that many of the other blogging niches suffer from the same problem. Many of the bloggers who were prolific five years ago have either fallen off the blogging scene and faded into obscurity. Some have moved on to other endeavors. Yet there are still a few plugging along like me. You never know where your next opportunity is coming from. Treat new bloggers the same as you would a blogger with thousands of followers or readers. That newbie blogger with a rather scant reader base and social media following can sky rocket to notoriety in the blink of an eye. Focus on being better at your craft, but never count a lesser-known blogger out.

I believe one of my keys to success with The Aristocracy of HR is that I am humble and welcome connecting with my readers and followers whether online and offline. It may seem as though this would be simple for most bloggers to follow through with; but I have seen many let the pomp and circumstance of blogging success get to their heads. Don’t let that be you.

There are so many other lessons I have learned in five years. There are far too many to share in a mere blog post. When I got clear about how I wanted to celebrate this occasion I realized the best way to do so is to give my time and ear to those thinking of dabbling in blogging and/or those who are bloggers but need a fresh perspective to continue.

As such, I am holding a free Q & A call on September 13th to answer questions about blogging, business, and how becoming a blogger has transformed my career and life.

If this is you, register for my call below. Conversely, if you know someone who could benefit from this call, please feel free to share the call information.

 

 

Stay tuned here as there will be many more celebrations of my 5 year Blogiversary and announcements in the coming weeks!

 

The Cloak of Silence: Why Your Employees Won’t Communicate

The Cloak of Silence-Why Your Employees Won't Communicate

There are all of these articles about communication and engagement. I have contributed my thoughts in some of them. They are all useful in some regard if you want to get to the bottom of your engagement and communication issues. Except, we would have to include the one nuisance variable that most leaders and companies won’t cop to and that is: The cloak of silence.

We are working and living in the age of knowledge. We have more data points than we can use and have more information at our finger tips than previous generations. If given a chance, most leaders will cite wanting to understand their employees better. They want to understand things like motivations, propensity to leave, career aspirations etc.

What makes this problematic is leaders and companies want to know these things, but are often times not willing to ingest and digest the answers. Often times, when the answer they receive is unfavorable for them or the company – they react. The reaction is negative and usually sets such a tone that any further or future communication like it will be non-existent, censored and/or stifled.

Around the time of the 9/11 attacks here in NY the MTA came out with this whole campaign that said: ” If you see something, say something.” Many businesses latched onto this saying and started using it as a way to appear as though employees should feel free to share the things they are noticing and should feel safe to do so without fearing retaliation. There are some good eggs that truly stand by having an open, honest and communicative culture.

Others still, prefer a cloak of silence. They prefer for employees to be seen and not heard. These are companies that like when people speak up to praise the organization and its leaders. Companies that prefer a cloak of silence literally squash and black list anyone who dreams of raising a concern or anything deemed unfavorable for the company.

Let us examine through this example:

I worked for a company in a previous life that loved to hold town halls. If you know anything about town halls you know that they are meant to be open forums where people can come to have their ideas and concerns heard by those in power. The goal is that healthy debate and conversation is brought to the table by the constituents and those in power so that amicable solutions can be implemented.

When we had town halls, they spent weeks communicating the importance of our participation. It was even shared that no question was “dumb” or “irrelevant”. Yet, the first town hall I attended at this company was quieter than a church during Sermon. The CHRO spent an hour speaking about projects, opportunities, our organizational scorecard and then asked for questions. One of my co-workers raised her hand and if looks could kill she would have been dead. She continued to ask her question about adding additional members to our team, because of the excessive workload. Her question was answered abruptly and dismissed.

After the town hall, some of my more tenured co-workers spoke among themselves about how this employee who spoke up never learns her lesson. As in, she should have remained quiet instead, because clearly her question was not welcomed.

Every subsequent meeting and town hall was marred by a cloak of silence. We all knew that it wasn’t worth our time to ask questions or raise issues in these meetings despite what leadership was saying. They didn’t really want to know. It was all about faking their way to engagement and open communication – except they were doing a really poor job at it.

If you have noticed the same in your company here are some tips for building trust and getting your employees to communicate with you again:

1) Don’t ask questions, if you don’t want the answers. What people experience in their jobs day-to-day is very real. Don’t ask them to lie to you so your feelings aren’t hurt. Your employees have a right to not work in fear and you deserve to hear the truth so you can improve.

2) If delivery of certain messages are your concern, set a few ground rules for your town halls and meetings. Let’s be honest, sometimes intention doesn’t meet delivery at the finish line when it comes to communication. Having a few ground rules for meetings and town halls will help to set the tone. Be sure that your employees know you will abide by them as well.

3) When they speak, you listen and then take action. What is the point of having all of these data points, if you are going to simply hoard them – only to do nothing with it. When your employees speak up it’s an act of bravery on their part. The way they know that you have heard them is by acknowledging what was said and taking action.

Communicating doesn’t have to be difficult. Once you get over your own fears and needs to control what and how your employees say something – it will be a smoother ride for both parties.

Ask Czarina Live Replay: How My Daughters Inspired My Last Livestream

Image taken by Janine N. Truitt.

Image taken by Janine N. Truitt.

Last week, I shared my thoughts on the importance of speaking up when things have gone horribly wrong in society. I also shared that I would be hosting my “Black Out Show” as my first Ask Czarina Live after vacation. What I didn’t realize was how much extra courage and strength I had to muster up to get through my show.

It’s one thing to tell yourself you are going to do something monumental. It is quite another thing to recognize your accountability to deliver a message and story that resonates in spite of the difficulty of the topic.

Prior to the show, I watched the videos of the Alton Sterling and Philando Castile killings again. I watched the breaking news stories for the slain police officers and I immediately became emotional. I attempted to put on makeup to make myself appear as if I had it together, but the reality was I was a milli-second away from falling apart for everyone to see.

At the stroke of 10 pm, I felt the weight of the world on my shoulders. I knew that I was speaking for more than just myself which pushed me beyond my very palpable fear. I remembered those two little girls pictured above and recognized the duty I have as their mother and as a woman to show them that nothing should prevent them from being fully seen, appreciated and heard in this world.

I want my daughters to know that raising your voice when others find it easier to be quiet takes courage. I am showing them through my own actions that speaking the truth in a time when it is preferential to lie takes strength. In the end, I hope they will see that business should not only be profitable, but socially responsible.

An hour and nine minutes later, I felt lighter and proud that I delivered on my promise. My viewers kept up their end of the bargain as they listened without starting any arguments, fights etc. All of this proving that we can have civil discussions around race issues and politics, if we first are willing to listen more than we speak. It also illustrated that we all can speak up without it being disastrous for our reputations and businesses.

As a friend of mine shared, you can’t go wrong when your words are from your heart and they are delivered with poise and professionalism.

In case you missed the show live, I am making sure to share it with my readers here. Thank you to those of you who have reached out to share your feedback on the show. It really makes me feel good to know, I made a difference by using my voice and platform.

Sending hugs to you all, because we all need it!

~Janine

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