Category Archives: Josh Jordan

Headlines Can Change the World

My wife says I don’t read enough and she’s right. I’m not sure anyone really does.  Even her; book, or Kindle in hand every evening as Storage Wars and Duck Dynasty provide the soundtrack for whatever world she’s been transported to.

[Before I continue, I would just like to take a moment to thank A&E for making my evenings just that much better.]

Then I start to count the number of headlines I consume in a day. It’s startling.

From Fierce feeds to Smart Briefs to the magic of Flipboard [again a pause to say thanks for reinventing my world news experience], the total headlines in a day can top 1,000 easy – discounting for the breaking story that hits me 8 – 10 times depending on the category.

So let’s consider the impact those headlines have on decision-making – not just mine, but anyone’s.

For example, a prospect we’ve been working with in the Financial Services industry is trying to empower their advisors with more education and control of information to best support their end clients.

Consider an advisor that needs to read and understand and interpret financial data, trends, risk tolerances, past, present and future performance of multiple markets and client portfolios, squaring off with a client that just got finished reading their 1,000 headlines, some several times, most likely leaving a stronger impression on them.

Put yourself in the advisor’s seat and think about the questions you could get. Ever hear the phrase “out of left field?”

And, by the way, we’re fighting our own brains when we’re trying to interpret what we’ve just read:

This scenario applies to anyone in an advisory position, whether you’re developing products, helping to bring them to market or closing the sale at the end of the chain.

You can even remove the business aspect of this overload and apply it to parenting, dieting, socializing. We are creating our own disadvantages by generating too much information and ways to consume it.

How do we solve for this?

1) Don’t write to confuse

I’ve had a number of conversations lately where people will listen to me speak and ask, “what does that mean?”

The question isn’t driven from a lack of clarity in words used to express my ideas. It’s because they are looking for  hidden meanings and motivations.

We’re all interpreting instead of being plain. Let’s be plain and let the complexity unfold in dialogue and exchange of ideas.

In other words, do what you say and say what you do.

2) Be more selective in what we write

I can’t fault anyone for trying to make a living. Your top 10 list might just be the next one to get chiseled out on stone and carried forward as commandments.

Just take care that what you’re writing is unique, delivers a different perspective, or adds value to an existing conversation. Parroting doesn’t add real value [leave it alone, search marketers]. Your audience will thank you for it.

3) Write everything like it’s The Pelican Brief

No, I didn’t read the book. Remember, I don’t read enough. But the movie has recently come to mind for me as a great approach to making sure what we get in our newsfeeds is the penultimate of thoughts and words.

Imagine if every headline you read was from an author being chased through New Orleans by trained assassins because their thoughts and words could shift the balance of power as we know it. How cool would that be? Seriously. Let’s say you do have that phenomenal top 10 list that we all need to read. Great. Own it. Shout it from the roof tops. Make sure your audience knows what you’ve uncovered and don’t let them leave until you’re sure they’ve understood it. And be prepared. That could take years. It doesn’t need to be new to be right.

Write like that and we’ll all be better for it.

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JOSH JORDAN is the Founder and President of Make Me Social. Josh has spent the majority of his career blending his passion for people, technology and community development to create real relationships for brands and their message. Josh and his wife Jennifer live in St. Augustine, FL where they volunteer their time and energy to support the local arts and children’s charities and spend endless hours keeping their 19 month old son, George, entertained.

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Romney in a Landslide: Using Facebook Data for Predictive Analysis

Election coverage is filled with plenty of subjectivity, so here’s a little more:

Based on Facebook data, Mitt Romney is set to win in a landslide over Barack Obama, claiming 391 of the 538 votes from the Electoral College. That’s not exactly matching what the media or polls are saying … so how did I get there?

The Inspiration

Facebook’s EdgeRank Algorithm says that a Like is worth less than a Comment because a Like is a more passive form of engagement, while taking the time to type something out is seen as more active engagement.

I believe that the same can be said for people who Like a Facebook Page versus those who actively join groups or type something out in the interests section of their personal Page.

Following this logic, if we use Facebook Advertising to determine the relative size of an audience in the network based not solely on likes but on interests and groups as well, we should be able to identify the number of people actively engaged on behalf of a candidate.

It stands to reason that those who care enough to actively engage on Facebook are more likely to actively engage by voting.

Additional Details

Total “Popular Votes” counted through Facebook: 25,527,910

“Popular Votes” For Obama: 12,250,120

“Popular Votes” For Romney: 13,277,790

My Electoral College Results

“Votes” For Romney: 391

“Votes” For Obama: 147

Here is a comparison of my data when examined alongside three Electoral College Maps, CNN, Rasmussen and Karl Rove.

So how do these results stand up to “traditional” thinking?

  • In 2008, young voters went against election trends by showing up and voting (see: Young voters feel less engaged this year). The Facebook numbers I’ve pulled this time around seem to indicate a return to the traditional model with older voters driving the outcome of the election. While my projections show Obama carrying the popular vote in the 18-20, 21-24 and 25-34 age categories, they do not outnumber voters aged 35 and up who favor Romney.
  • The South votes Republican and the Northeast votes Democrat.
  • California is weird. Nothing new here, but perhaps the biggest anomaly in the numbers shows Romney carrying California because of a large number of 45-64 year olds “voting” for him. In addition to California, Delaware, Hawaii, Illinois, Maine, Maryland, Massachusetts, New Jersey, Rhode Island and Washington project for Romney.

The Process

I used the Facebook Ad Manager to gather data on the number of people on the Facebook network that have either Obama, or Romney listed in their Timeline using the Precise Targeting tool.

I segmented the search information by Keyword and broke results out by State and Age Range. To be as accurate as possible, I also used the Exact Age Match feature.

Precise Targeting looks at a person’s interests, activities, education, job titles, pages they like and groups they belong to, and Exact Age Match eliminates overlap between age groups. For example if you search 25-34 year olds without Exact Age Match, the targeting engine may include 24 and 35 year olds in the audience. I used these features with the goal of creating a comparison to how we would typically look at any other brand’s audience when taking a high level pass at their potential audience for a Facebook Ad buy.

I also used the hashtag feature in front of the candidate name to collect all possible interest categories, and get the broadest base of support.

The age ranges used were based on Voter Data as measured by the US Census, 18-20, 21-24, 25-34, 35-44, 45- 64 and over 65.

I then used an Electoral College calculator to allocate votes in the Electoral College based on the number of “active voters” for each candidate.

Takeaways

The data set is limited and only shows what it shows based on the Facebook definition of Precise Targeting and Exact Age matching. There are a lot of outside factors that influence the data. For instance, younger audiences may be engaging more actively on other platforms, like Tumblr or Twitter.

User activity by age range is a big takeaway. People in the older demographic groups are actively using Facebook when they encounter something that fits their needs, or interests. While a younger person may update their Status or Like a Page, an older person seems more likely to join a Group or update their Profile information to reflect their voting behaviors.

The 45 and up categories generate more targetable activity than the younger demos and are ripe for smart marketing.

For a closer look at the data pulled, I’ve made it available here as a spreadsheet: https://docs.google.com/open?id=0B6O00up2QT8RQ2NGSlhJZVJEMTA

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JOSH JORDAN is the Founder and President of Make Me Social. Josh has spent the majority of his career blending his passion for people, technology and community development to create real relationships for brands and their message. Josh and his wife Jennifer live in St. Augustine, FL where they volunteer their time and energy to support the local arts and children’s charities and spend endless hours keeping their 19 month old son, George, entertained.

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Limitless Email, In an Email-less World

If you get the reference, I like you already.

Last week I killed the QR code. Now I have email in my sites. Rather, in my opinion, Google has email in their sites.

I’ve lived in my inbox for far too long. I am Pavlov’s dog , or this guy (from Crank Yankers “You’ve Got Mail” video).

For my generation it was ‘cool’ as much as it was a business tool. That’s right, we walked uphill both ways to school in the snow and checked our email and we liked it! If you get that Dana Carvey reference, I like you even more.

What’s the point? I’d like to thank Google for killing Gmail off and weaning me off my addiction with Google+. Even the base URL is cool www.google.com/+

Yes, replacing an addiction with an addiction isn’t really a help. BUT, it’s such an improvement in the opportunity to communicate regardless of the message or audience, that I’m happy to wake up with a G+ hangover.

Email has  tone (which is left to interpretation and can be dangerous).

For example, if you asked me what I think of the new Justin Bieber album and I said to you, “I like it,” in email, would you pick up my sarcasm? Or would you run off and tell your friends that I think the new Justin Bieber album is muy caliente!

G+ has mindset and context. It takes a conversation, whether business or personal and puts it in an environment designed to deal with personality and tone, aka a social setting. I can throw a photo in front of someone and know they see it vs. worrying about what their inbox is going to do with the attachment.

Mike Handy is probably smiling and saying, “It’s Enterprise 2.0.”

Well for me, it’s an addiction and one I’m happy to try and get others hooked on.

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Josh Jordan is the president and founder of Make Me Social, a marketing agency that combines traditional and new strategies to enhance an organization’s online presence and importance. Having held leadership positions with several Fortune 500 firms in industries including marketing, advertising, technology and media, Josh has developed new tactics and processes for improving outreach, sharing information and demonstrating subject matter expertise. As a difference-maker in a constantly evolving industry, he has combined the components of his background to create a communications philosophy that can assist non-profit and for-profit clients develop campaigns that deliver measurable results.

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Sorry QR Codes, I Think You’re Done

 “The Future” … It’s better than today, full of promise and nobody’s wrong …

The Future” – who can’t get behind that? And who doesn’t love Mark Hamill from those Comcast Ads?

In the mid-90’s “The Future” for me was what these guys were doing: Lernout & Hauspie. Who didn’t want to stop typing? Who didn’t want to just ask a question and have the answer fed back to them by a robot voice?

In “The Future” we were going to add the word “uber” to the word “access” and skip the whole bandwidth thing.  We could buy concert tickets, book flights, get stock quotes, improve customer service, cut costs and jump to production of flying cars through phones that didn’t need fancy displays, or apps, or widgets, or video! Better still, no more buttons like you had to use with those pesky IVR systems. Who wanted to have to push buttons?!

A little optimistic?

Maybe? In the last 15 years, Nuance swept up the assets of L&H along with some other small players and is trading around $25/share. You may be most familiar with Dragon and probably have it on a work station, laptop, or mobile device…

The space has also gotten more crowded with some patents and service offerings residing with some ‘small’ players like IBM, Microsoft, and Google

What’s this have to do with QR Codes?

Well it’s Back to “The Future” thanks to this device  from Apple. Once again, they packaged up a feature (voice search) in a nice, neat little bundle and gave hipsters a reason to stop typing and start talking … I’m still waiting for my Twitter integrated speech-to-text function because I’m pretty sure birds don’t type when they Tweet, and after all, it’s really about evolutionary regression and that dinosaurs became modern day birds and who doesn’t want to be a dinosaur! Sorry, QR codes…

So, Mr., or Ms. Marketer that decided to put a QR code on the TV screen, or billboard (should have been a #hashtag to begin with, but that’s another conversation) … guess what … turn that funny square into a search term and “let’s get the conversation started” … with Black Eyed Peas music playing in the background. You’re welcome. #songnowstuckinmyheadallday

And somebody get Mark Hamill back in TV ads talking about “The Future!”

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Josh Jordan is the president and founder of Make Me Social, a marketing agency that combines traditional and new strategies to enhance an organization’s online presence and importance. Having held leadership positions with several Fortune 500 firms in industries including marketing, advertising, technology and media, Josh has developed new tactics and processes for improving outreach, sharing information and demonstrating subject matter expertise. As a difference-maker in a constantly evolving industry, he has combined the components of his background to create a communications philosophy that can assist non-profit and for-profit clients develop campaigns that deliver measurable results.

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Occupy Wallstreet Should Occupy A Leadership Role (And So Should Your Brand)

Lead your audience, or become occupied.

Maybe it’s shortsighted on my part, or maybe I’m trying to get a little search traffic from a notion that is making headlines, but I’d rather lead than occupy.

What if we switched from Occupying Wallstreet to Leading Wallstreet?

It looks like this guy is trying to lead, but no one seems to be responding with action:

How cool would it be if the picture looked like this:

Notice anything different?

Now let’s apply this lesson to your brand’s Facebook Page.

Switch from “Occupy Your Fan Page” to “Lead Your Fan Page.”

…what could that look like?

A clear mission to impact behavior? Red Bull‘s got it.

A brand getting you to share your emotions? Skittles has it covered.

Dedicating yourself to change in partnership with a brand? You must be talking about Sony.

These pages use clear leadership to turn ideas into actions.

If your social change (or presence) isn’t hitting the mark, maybe it’s time to lead rather than occupy the social landscape.

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Josh Jordan is the president and founder of Make Me Social, a marketing agency that combines traditionaland new strategies to enhance an organization’s online presence and importance. Having held leadership positions with several Fortune 500 firms in industries including marketing, advertising, technology and media, Josh has developed new tactics and processes for improving outreach, sharing information and demonstrating subject matter expertise. As a difference-maker in a constantly evolving industry, he has combined the components of his background to create a communications philosophy that can assist non-profit and for-profit clients develop campaigns that deliver measurable results.

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Just One Thing…: A Message from Our President

“Wow! …50% off! ….Free! …Everybody, quick, buy it!”

Groupon inspired platforms use deals to create awareness, making the first point of interest for most people the discount. Consumers are being trained to purchase deals instead of products or services.

Now is the time when you can say, “that’s not true.” It works by bringing people back to the store – and I’ve already stopped listening. I am aware that the restaurant around the corner has great deals on pizza, but I am still happy to drive five miles and pay full price for a slice of pizza as long as they remember my name and hand me my Diet Coke to go with it…without even asking.

Man cannot live on deals alone.

That’s where I see the Groupon model failing – it does not provide the support necessary to take the deal traffic and convert them into return customers. Deals can be used effectively as a strategic tactic within a larger campaign.

Long-term, services that discount products from local merchants will put local merchants out of business by creating non-loyalty based buying behaviors. If you train people to buy when deals are presented, you train them away from the buying behaviors that have sustained local businesses for generations.

Josh Jordan is the president and founder of Make Me Social, a marketing agency that combines traditional and new strategies to enhance an organization’s online presence and importance. Having held leadership positions with several Fortune 500 firms in industries including marketing, advertising, technology and media, Josh has developed new tactics and processes for improving outreach, sharing information and demonstrating subject matter expertise. As a difference-maker in a constantly evolving industry, he has combined the components of his background to create a communications philosophy that can assist non-profit and for-profit clients develop campaigns that deliver measurable results.

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Just One Thing…: A Message from Our President

Years ago a friend described to me his perfect business: An ice cream stand in an amusement park selling vanilla ice cream….one scoop….for a dollar.

You want sprinkles? Can’t help.

Want an extra scoop? No problem, it just comes with an extra cone.

As consumer preferences and decision-making information becomes more real-time, the methods of attracting and closing  buyers –  whether they are consumers or business professionals – demands new and different marketing solutions, sometimes just to get the same result.

Doesn’t seem fair does it? Well, we think it is fair.

Consumers should have more control. Good or bad, a lack of consumer control has created bigger problems that we face together today – high unemployment, low available credit and compressed margins.

Make Me Social’s objectives are clear. From planning to launch (and beyond), we work with clients to further develop and strengthen their brand positioning and product positioning in order to drive awareness, loyalty and results – all at a reduced cost.

There might be a few other little details here and there to make that as simple as it sounds, but it certainly gives you a reason to get out of bed – we found our vanilla ice cream, one-scoop, one dollar. Give us a call if you’re hungry.

Josh Jordan is the president and founder of Make Me Social, a marketing agency that combines traditional and new strategies to enhance an organization’s online presence and importance. Having held leadership positions with several Fortune 500 firms in industries including marketing, advertising, technology and media, Josh has developed new tactics and processes for improving outreach, sharing information and demonstrating subject matter expertise. As a difference-maker in a constantly evolving industry, he has combined the components of his background to create a communications philosophy that can assist non-profit and for-profit clients develop campaigns that deliver measurable results.

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