Harness the power of interactive SMS for customer engagement

An AI image of a professional woman who is engaged in reading an SMS message on her smartphone. I created this using Alicent, ChatGPT, and Midjourney.

The digital age has gifted us with numerous channels for customer engagement. While many of us have capitalised on email and social media, there's an often-underestimated tool that's a credible option to bypass overflowing inboxes: Interactive SMS. Forbes Communications Council recently curated insights from 19 communication experts on how to use interactive SMS for unparalleled customer engagement.

From innovative concepts like SMS scavenger hunts to the age-old strategy of creating a sense of urgency, these experts have delved deep into the art of SMS communication. One standout tip encourages businesses to "share time-sensitive and behind-the-scenes updates, new offers, and sneak peeks via SMS." This not only fosters exclusivity but also builds anticipation among customers.

Hungry for more innovative ways to boost your customer engagement through SMS? My contribution is the ‘cherry on top’ at number 19. Dive into the full expert panel article, "19 Innovative Ways To Use Interactive SMS To Engage Customers," and unlock a trove of actionable insights.

Read the full article on Forbes

Mastering internal business conferences: A deep dive

An AI image of a meeting space that event professionals have prepared for a business event that is about to begin. I created this using Alicent, ChatGPT, and Midjourney.

Organising a seamless internal business conference is no small feat. In today's rapidly evolving business landscape, the ability to gather, inspire, and engage is more crucial than ever. But how do you curate an internal business conference that checks all logistical boxes and leaves a lasting impact?

Dive deep as we unravel insights from 11 members of the Forbes Communications Council, unveiling the challenges and, more importantly, the solutions to orchestrating a conference that truly resonates.

Why should you read "11 big challenges facing organisers of internal business conferences"?

1. Comprehensive Insights: The article isn't just a cursory look into internal business conferences. It offers in-depth insights from expert members of the prestigious Forbes Communications Council, each bringing unique perspectives and expertise.

2. Real-World Challenges: Understanding the complexities and challenges of organising an internal business conference is essential for anyone in a managerial or organisational role. This article lays out the most pressing concerns faced by professionals in the field, making it a must-read for those looking to streamline their internal events.

3. Practical solutions: Beyond identifying problems, the article provides actionable solutions and strategies. From tackling budget constraints to ensuring active engagement, readers will find many valuable tips to make their next conference successful.

4. Evolving trends: The world of business conferences is changing, especially in a post-Covid landscape. With challenges like reigniting the spark for in-person events, staying updated on the latest trends and challenges is crucial.

5. Universally applicable knowledge: Even if you're not directly involved in organising conferences, the strategies for clear communication, active engagement, and personalised messaging are essential parts that are relevant in other types of business management and communication.

Uncover expert insights as we spotlight the primary challenges and offer solutions. Ready to elevate your next conference? Join us for an enlightening exploration - the article is available on Forbes here.

Unlock the full potential of your intranet: Master intranet content strategy

If you've ever wondered about the key to fostering a more collaborative, informed, and engaged workforce, look no further than your company's intranet. An intranet can serve as the central nervous system of an organization, providing a platform for internal communications, resource sharing, and community building. However, crafting an effective intranet content strategy is not a one-size-fits-all operation. The best strategies are tailored to meet the unique needs of an organization's culture and workflow.

This is why I'm thrilled to share that I've contributed to a recently published article on Forbes, titled "15 Strategic Ways To Plan Your Company’s Intranet Content," where 15 experts, including myself, have offered comprehensive tips and insights for creating a successful intranet content strategy. From focusing on user experience to leveraging analytics, these strategies will not only streamline your internal communications but also boost employee engagement and knowledge sharing across the board.

Here are some highlights from the article:

User Experience is Key: An intranet should be more than just a data repository; it should offer an exceptional user experience, serving as the virtual water cooler for sharing critical information and ensuring business alignment.

Tailor Content for Early Adopters: Your intranet's success largely depends on how quickly employees engage with it. Target early adopters who can act as champions to get others on board. Adopt Smart Systems: Implement software tools that allow various ways to interact, comment, track, and view content. This not only makes the platform more engaging but also makes it easier to manage. Multi-Step Plans Work: Consider rolling out the intranet in phases. Start with one department and learn from its experience before expanding it company-wide.

Mimic Successful External Strategies: Just as you would market to customers, use proven external communication strategies to make the intranet engaging and useful.

Mix Business and Human Interest: Balance hard business news with softer human-interest stories to keep employees engaged and coming back for more.

Leverage Data and Analytics: Regularly review analytics and feedback to refine your content strategy, ensuring it meets the evolving needs of your workforce.

If you are involved in planning or managing your company's intranet, I highly recommend checking out the full article for a deeper dive into each of these strategies. These tips will help you develop a more effective, engaging, and useful intranet that supports both your organizational goals and your employees' needs.

Click here to read the full article and take your intranet content strategy to the next level.

Remember, an intranet is only as good as the content it provides and the ease with which it can be accessed. So invest the time and resources needed to make your intranet a vital part of your organizational success.

Looking forward to hearing your thoughts!

Making the most of a viral moment

An AI image of a group of young people happily engaged on their smartphones in response to a viral event. I created this using Alicent, ChatGPT, and Midjourney.

I am thrilled to share that I've been featured in a recent Forbes article, "15 Tips To Help Brands Make The Most Of A Social Post That Goes Viral" . In my contribution I focused on the critical importance of analyzing the elements that make a social media post go viral.

The power of analytics in a viral world

Going viral is every brand's dream, but what happens after?

The immediate aftermath of a viral post can be chaotic, yet this is the exact moment where a brand can make the most impact. While celebrating the win is crucial, your social media team should be able to pivot quickly to keep the momentum going. That's where analytics come in.

By digging deep into metrics and analyzing the viral factors, brands can not only understand what tickled the audience's fancy but also use this invaluable data to inform and improve future posts.

Essentially, we're talking about capturing lightning in a bottle—knowing why something went viral allows you to replicate those elements, so you can continue to engage your audience effectively.

Keeping the momentum

Analyzing the 'why' and 'how' behind a viral post is like being handed a cheat sheet. Was it the emotional element that got people talking? The humor? The novelty? Whatever it is, knowing helps you create a formula that can be used to inform future posts. This proactive approach ensures that you can capitalize on the viral moment in a way that offers long-term benefits, instead of just a temporary spike in likes or follows.

Actionable insights for long-term gains

Being quoted alongside a panel of experts underscores the point that turning a viral moment into a long-term strategy is multi-faceted. From "striking while the iron is hot" to "engaging with the post’s audience first," there's a treasure trove of insights to glean from the article.

Check out the full article here to dive deeper into these strategies and discover what industry leaders think about leveraging virality for brand success.

Whether your brand has experienced a viral moment or not, the insights from this article are valuable for anyone looking to enhance their social media strategy. After all, being prepared is half the battle. Cheers to capturing your viral moment and making the most of it!

The subtle art of media outreach: Lessons from mistakes

I recently had the honor of being featured in a Forbes article that tackled a topic dear to my heart – media outreach and the lessons we've learned from our mistakes. The article, titled "17 Comms Pros Share Lessons Learned From Media Outreach Mistakes," is a treasure trove of insights from seasoned professionals in the communications field.

For those of you who are just starting out in PR or even veterans looking for a refresher, this article is a must-read. It uncovers real-world mistakes and provides actionable advice on how to avoid these common pitfalls.

My two cents on the matter

I was quoted as Contributor 8, where I talked about the dangers of 'Pitching Indiscriminately'. As communication professionals, it's crucial to remember that journalists are not just 'receivers' of our messages. They are individuals with their own interests, beats, and audiences. Blasting your story to every journalist you can find is not just ineffective; it can also be counterproductive. A pitch that is irrelevant to a journalist is a surefire way to land your email in the 'ignore' pile and tarnish future interactions.

Instead, take time to understand the journalists you're reaching out to. What topics do they cover? What is their target audience? Is your story relevant to them? These questions aren't mere niceties; they are essential steps to building a mutually beneficial relationship with the media.

A goldmine of advice

Beyond my contribution, the article features numerous other gems:

The Importance of In-Market Research: Before you launch a PR campaign, make sure you understand the nuances of your target market. Preparation Is Key: Never underestimate the power of preparation. Whether it's a big media interview or a small blog post, doing your homework can make all the difference.

Personalization Over Generalization: A generic pitch is like white noise. Tailoring your message to a journalist’s specific beat or recent articles can significantly increase your chances of getting noticed. Understanding Journalists: Remember, the media is not a monolith. Understanding the needs and pressures of journalists can go a long way in making your outreach successful. Why It Matters

In an era where information is abundant but attention is scarce, knowing how to effectively communicate your message is vital. The lessons shared in this article are not just tips; they are foundational principles that can shape your PR strategy for the better.

If you haven't read the article yet, you can check it out here. Trust me; it's worth the read!

Tips to improve your email list

A well-managed email list can convert at a multiple that greatly exceeds other mediums. That's why managing your list well and providing valuable content to list members is essential. The most recent expert panel from the Forbes Communications Council has 11 tips to improve your email list, and my advice on relevant content is at number 11.

You can read the article at Forbes here: 11 Tips To Improve Your Email List And Get The 'Right' People.

Writing effective communications plans for the holiday period

Approaching year-end many of us are focused on the upcoming holiday period for our audiences and communities. This period is a time when many like to rejoice and relax. Executing your communications plan is an essential part of the strategy to serve our customers and community.

I am pleased to have been selected to participate in another expert panel, this one discussing 13 tips to write an effective communications plan for holiday marketing. You can read this online at Forbes.

Smart ways to leverage user-generated content

User-generated content such as customer reviews, comments, and other feedback is an important resource that can positively impact your SEO and conversion rates.

Featuring and re-using this user-generated content across multiple channels can help your audiences solve their problems and bring more brand awareness.

I was selected to participate in an expert panel discussing 11 Smart Ways Marketers Can Leverage User-Generated Content. You can read this online at Forbes.

Communications strategies creators can use to market their brand

Marketers and creators use different strategies to reach our target audiences to market our brands. 

As a member of the Forbes Communications Council, I was invited to contribute to the most recent Forbes Communications Council Expert Panel on communications strategy. Along with fellow industry leaders, I discuss how important emotion in our storytelling can be to expand our audiences and increase brand awareness.

Some of my colleagues discuss behind-the-scenes stories, influencers, and brand ambassadors. It’s a good read, and the article is online here: 12 Communications Strategies Creators Can Use To Market Their Brand

Revolutionising how CMOs conduct campaigns

I am delighted to share my latest contribution to @Forbes Communications Council. In recent years, I’ve witnessed the uptake of AI and ML in almost all aspects of our everyday lives. However, marketing has thus far been slow to the uptake due to the supposed threat it poses to the creative process.

In my article, I explore how these technologies have the potential to transform the way we as communications professionals operate; they offer customers bespoke kinds of experiences across different channels, provide vital insights into business, and facilitate creativity. AI needs to be viewed as a peer to marketers, not a threat.

Read the full article here: https://www.forbes.com/sites/forbescommunicationscouncil/2022/09/21/ai-and-ml-have-the-potential-to-revolutionize-how-cmos-conduct-campaigns/?sh=17b3f25b1800