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Nero Global Tracking is a Vancouver Based GPS Company Founded in Victoria BC, Proudly Serving All of Canada & USA © 2011
The Daily Huddle with Brian Scudamore and the 1-800-Got-Junk team.
- 1-800-GOT-JUNK Huddle Rules: Good News, Numbers, In The News, Missing Systems, Cheer
1-800-GOT-JUNK can you imagin wall
Notes From The Event
Shaun Frankson and David Katz from Nero Global Tracking were in attendance for the 1-800-GOT-CULTURE EO Vancouver event at the “Juntion” (1-800-GOT-JUNK’S Vancouver office.)
Some key notes from Brian Scudamore speech at the event included:
The power of the “can you imagine wall” was incredible. Many ‘dream ideas’ became a reality once they put them in writing, put it up on the wall for all to see, and figured out how to make them happen. Some success stories include getting featured on Oprah (they have done this a couple times now) and getting their name put on the side of a Starbucks Cup (they were put on 10 million cups for free, just by providing a great quote).
The painted picture vision of what 1-800-GOT-JUNK was working towards and believed they could achieve became a huge tool for recruiting. All new recruits must buy into the vision with enthusiasm, or else they just aren’t the right person for this kind of company.
Painted Picture for 1-800-GOT-JUNK
It took some time to develop the strong corporate culture you read about today. In fact at one point Brian had to completely restaff and hire only on culture fits.”I will never compromise on the quality of people.” A gut feeling on the wrong person is almost always correct. He learned the hard way that he needed to be “slow to hire, quick to fire”.
Brian discussed the amazing reward that came from working together as a team to help each other achieve their own personal bucket list. Each employee was tasked to write out 101 life goals in 20 minutes. They were challenged to share the list with everyone in the office, and hold each other accountable for achieving those goals.
1 800 GOT JUNK "It's all about people" Moto
Brian believes strongly that “It’s all about the people” and he really backs that up with his actions.
“You build a great company by building great people”
Great corporate values help you stay together and stay tight.
The 1-800-GOT-JUNK core values are an acronym of PIPE
Passion
Integrity
Professionalism
Empathy
“The Ultimate Leadership is Vision”
All quotes above were from the mouth of 1-800-GOT-JUNK founder Brian Scudamore.
I strongly recommend a tour of 1-800-GOT-JUNK in Vancouver. The office is nothing but motivating and inspiring.
This article was written by:
Shaun Frankson
VP of Business Development & Student of Knowledge
Nero Global Tracking (For more business advice & articles like this, check out our blog)
Proudly part of the business community of Vancouver British Columbia, Canada
The final day of Conversion Conference 2011 in San Fransisco was the highlight of the event. This date featured a great work shop called Neuro Web Design: What Makes Them Click? By Susan Weinschenk.
The main topics of this discussion came from the themes mentioned in Susan’s two books. 100 Things Every Designer Needs to Know About People (Voices That Matter) and Neuro Web Design: What Makes Them Click?
She has a ton of great information, and I will definitely be picking up a copy of both after attending her workshop.
In a nutshell every website should evoke a combination of neurological emotional responses and connections by utilizing the following methods:
· Choices
· Social Validation
· Reciprocity and Concession
· Scarcity and Fear of Loss
· Food, Sex, Danger
· Pictures and Stories
· Similarity, Attractiveness, and Association
· Commitment and Consistency
· Social
Some cool points that I took away from this sessions where:
- Choices:
Susan gave an example of one table full of jars stacked 6 by 6, compared to a second table of jars stacked pyramid style with 6 jars (one of each flavor). The results of this experiment show that the table with more products receive on average a sampling of 3 flavors and a smaller percentage of purchases. The table with only six jars, received a sampling of all 6 flavors and a much higher rate of purchase. The lesson being that more options can equal less interaction.Often customers ‘think’ that they want limitless options, but in reality only want to see a select few.The average person who is unsure of what to pick will almost always pick the first choice. (this is also true on election ballots).People tend not to pick the most expensive option by nature, and instead instinctually favor one down from the most expensive. This is why many company’s offer an overpriced ‘long-shot package’ as a tool to drive you to the real package they wish to sell.
- Social Validation:
When you are unsure you should about any decision you will instinctually look to others to see what they did.This is why people are EXTREMELY influenced by ratings, reviews, and testimonials. Often the more details about the opinion of others, the higher degree of influence.Nothing is more influential than reviews from your direct peers. Which is why the facebook like button has become a goldmine for businesses.
- Reciprocity and Concession:
More often than not, when you give something to the average human being, they will instinctually look for a way to return the favor.A study was done in which 100 cards were sent out to total strangers. Interestingly enough, almost each person responded by sending a card back. Some even went as far to send a card back every year.When you receive something, you feel like you owe something back.This applies nicely to getting an online form filled. Many try to say send me your email and I will give you something. However it is much more effective when you say here is something of value. If you like this, give me your email and I will continue to give you more information of value. Often if they like the information they feel indebted to return the favor by joining your newsletter or mail list.An interesting note about concession. Susan said that the brain processes concession in a specific way. It goes like this. You asked me for something and I said no. We are now uneven. So I should look for something that I should say yes to, in order to balance it up.Susan demonstrated this through a study done with a volunteer organization. They asked a large number of people, would you be willing to volunteer to help troubled kids this weekend. Most people said no. They than changed tactics and asked if people would be willing to volunteer once a week for a year to help troubled kids. Almost every one said no. This was followed up with, well would you be willing to volunteer for just one day, possibly this weekend. Most people said yes. The mental thought process turns to feeling bad for saying now, justifying that the second offer is at least better than the first offer, so I might as well say yes to that and even up the score.
- Scarcity and Fear of Loss:
When you make something scarce, people want it more.Susan mentioned an interesting test done will rating cookies. Using a large sample size people were asked to rate the quality of a cookie. During one test, the jar was only one quarter full. The subject would take out a cookie, taste it, than rate it. In the second test group the jar was completely full. They did the same and rated it. The jar that was only one quarter full had an overwhelmingly higher score (for the same cookie) as it gave the mental perception that it was of limited availability and must be good.Susan also has experience working with large online retailers such as Bestbuy. She discussed another price perception tactic based on neurological thought patterns. It is better to start will a FULL PRICED item than take away features to reduce the price, than it is to start with a base price, than raise the price with add on features. By doing this you are giving the perception of choice, and on average will have consumers content to spend more money on each purchase. They will always perceived to of SAVED, as compared to SPENDING MORE.
- Food, Sex Danger:
I didn’t take notes on this as it is basic marketing 101 that those things attract attention and an emotional response.
- Pictures and Stories:
People don’t read much, but they love stories, and are willing to look at a picture to get a story, and read a little to fill in the missing pieces.There is never a bad time to use story telling as your primary means of communication. ALWAYS TELL STORIES. As humans, we have been telling stories for millions of years as our primary form of communicating. We enjoy it, and learn best through stories. We have the ability to be empathetic through a story, and go through the emotional thought process as the character in the story.
- Similarity Attractiveness, and Association:
We tend to like people who look similar to our personal style, only prefer to see someone slightly more attractive than we are. That is the person who will provide the most appeal in an advertisement.
Final interesting Tidbits
Your brain has a preference for human faces. We instinctually connect to human faces, and just as in conversation, trust and connect with someone (even an image) that looks you in the eye. The key being that all faces used to advertise or tell a story, should be looking you in the eye in order to register a mental connection.People are always more likely to agree to something when they can make a small commitment first, than agree to the full package later
You can check out Susan’s blog at whatmakesthemclick.net
From the notebook of :
Shaun Frankson
VP of Business Development
Nero Global Tracking
http://neroglobal.com
http://shaunfrankson.com
Mike O’Neil & Lori Ruff, “The Linkedin Rockstars” Held an all day session at the Seattle Online Marketing Summit. They had some great advice, If you need Linkedin consulting, check out their site http://www.integratedalliances.com/
Using Linkedin To It’s Full Potential.
Linkedin uses a 3-layered Network (3 degrees of connections)
Your “Eligible Network” = Your Connections + Their Connections + Your Groups
This creates your total eligible ‘keyword search’ for whom you can invite to connect with and who can find and connect with you.
Lori and Mike use a cool strategy of personalizing the first line of direct invites to connect with others, followed by a strategic follow up thank you for accepting message with an offer or CTA to their cause. This is the true way to harness the power of Linkedin.
The approach to take on linkedin
First step to conceptualize Linkedin is to remember it is one big networking event put online. You still start with a handshake (the invite) and BUILD RAPPORT. People want the metaphorical small talk first, which happens when you find common interests. So establish you personality quickly and make your range of business interested easy to figure out.
As far as SEO. Linkedin is only SEO’d for search within Linkedin. Currently Google does not give huge page rankings for Linkedin link distribution. The focus should really be to rank high for internal Linkedin searches for your profile, and utilize invites and groups effectively to network.
Here is a section-by-section break down for my key take aways for using Linkedin as more than just a business rolodex.
Using the Search Feature
You can use ‘NOT AND OR’ to filter your searches. For example I could search for “Fleet Manager” NOT Sales. To ensure I don’t contact people who sell fleets, when I really want people who manage them.
Your Profile Page (this was the focus of the day)
The header is the most important section. Utilize the entire 115 characters in the description. Your goal is to STAND OUT in a search page of 10. So use creative symbols and dividers | · ? ? | to separate things.
Optimize your profile picture for 400 X 400
Your summary is like your 2 minute elevator pitch with multiple call to actions for everything you do. This can be 2000 characters so use them. Treat this like an introduction at the bar.
Specialties: use keywords, commas, bullets to make it readable by people and machines.
Experience – include all positions in each role.
What the company did
Who they did it for
Where
What made you special
Education – include continuing educations and even seminars if relevant
Websites: use 3 links and don’t leave the default names. (Additional information – select other and override my site,)
Interests – these should be 90% personal and maybe 10% business. You have 1,000 character. When you use commas you create links for each interest.
Groups and Associations – same with clickable links
Awards and Honors – your 15 seconds of fame
Personal Information – this is only visible to your immediate contacts. You might be better set by putting your email address as your address.
Contact Me – to contact me for….. call or email ……
Skills – include the years of experience with each skills.
Your Keyword Focus- Think this through and make sure you are targeting the right searches for your personal and professional goals. can have multiple options. For myself I would likely target my corporate goal of attracting rockstar salesman who want to gain control of there destinay through a Nero Global Franchise, and my personal goal of motivational speaking.
Scripting and preparation. Use WORD to prepare everything. That way you can spell check properly and always have a copy on your computer. Save your copy’s as versions to track the changes and updates over time.
Your headline is what ‘opens the paper and gets it read’
Remember you can show 3 current and 3 past so use them all. Make each title keyword rich and descriptive as possible.
Company Profile (the focus should really be on the profiles more than the company page)
Make sure the tone and voiced used on your company profile match your desired persona of your company. The info you put should be designed for others to reference when describing your company.
You can share your company profile with existing clients. You can also add a follow us on linkedin tab at the top of your page.
Describe your products and services. You can also use a video to show your products and services.
Recommendations can either be a simple thumbs up, or a client testimonial. This should be utilized.
Make a CTA for a linkedin recommendation.
Some interesting linkedin Apps
box.net – lets you share documents, PDF’s, and white papers.
Slideshare – lets you share presentations
Groups
You can send a direct message to someone the same group. So if you want to make a specific connection, see if you can join the same group, after your are ACCEPTED, than you can send an invitation.
You can be in 50 Groups so choose wisely.
The recipe for success on linkedin is to find people to
Invite -> Get Accepted -> Send a personalized note with a genuine CTA
Status Updates:
The Power of A youtube video in “Attach a link”. When you attach a link – and insert the youtube video URL. This give you the standard 120 character update, plus a eye appealing and watchable youtube vide, with an editable title for the video, and full description of the video.
You can only invite 3,000 people to connect with you over the lifetime of your account. However, if you go over you may request more by contacting customerservice@linkedin.com
Linkedin Answers
This is an opportunity to establish a position of authority on your specialty. Make sure you search for your question, and ensure it has not been asked in the last 6 months. If someone has, than contribute to that conversion. If no one has asked, than you can ask. You can sort answers by unanswered questions. This gives you the opportunity to be first to respond. Often the first will be picked as bet answer. You gain a total count for the amount of best answers you provide.
An interesting strategy for groups is the creation of an exclusivity group, in which only members may enter. This gives interested party the opportunity to access the value of your membership group and potentially join if they are a fit.
Make sure you customize your auto responder settings which can be found at Manage Groups -> templates on the left side bar.
Toplink.com is a good resource for maximizing your invitation sending
Paid Ads
Min $10 per day and Min $2 per click
You can do split testing with multiple variations of the same ads. See what gets more clicks, than stick with the winners.
From the notebook of:
Shaun Frankson,
VP of Business Development
Nero Global Tracking
http://neroglobal.com
http://shaunfrankson.com
