As a media man who’s been around the block for a few years and worked with numerous clients, client partners and a huge range of personalities, I wanted to share 2 REALLY simple, important but short words that will set you up for success when presenting & ensure that you get your message across.
It applies to anyone in any industry, applies equally to the buying or selling side, and internal and external presentations.
I wish I had known this when I was starting out after University.
So Rob, what are the 2 words ?
‘SO WHAT’……..these are the 2 words ! ‘SO WHAT.’
I shall explain.
After every slide/diagram/stat/report that you create for presentations, internally or externally, ask yourself the question, so what ! What is the recipient of your information going to take away from it. If you cannot answer the ‘so what’ question, remove it ! It has no place in your deck.
Examples of when it is not done
I see it NOT done over and over and over again from reps to client partner agencies to internal documents.
Here’s a typical example above that I found online. It is an overload of graphs and meaningless out of context numbers but SO WHAT !!!!
In my industry, I see automated reports with graphs going up and down, click through rates going up, cost per clicks going down, lots of impressions, attribution information etc etc but often it is simply mentioned as a number with zero context/benchmark or consequence to the recipient.
Identify the one or 2 points that you want the recipient to take from the information on a slide by always asking yourself SO WHAT and then answering that question on the slide.
If you don’t do this:
- you are not guaranteed that your key point is conveyed clearly to the recipient
- you open the very real possibility that the information will be interepreted by your audience and their peers, in completely different ways eg some may find it good, others bad and others ‘meh!’ Often documents are emailed to numerous receipients following your presentations, so spell out clearly the SO WHAT.
This all sounds simplistic but I absolutely guarantee that you will be amazed how effective it is.
It will elevate your presentation to another level. Try it – you’ll be surprised.
I have been a fan of Coca Cola for many years in terms of their approach to generating ‘love marks’ for their brands, often through creating great content that is seen by few in the real world, but consequently shared by the masses online, largely because of its entertainment value.
Their latest launch of Coke mini cans, is no exception. Check out the video below that shows what they did – it speaks for itself:
Less is more…in this case anyway.
Whilst not wishing to dwell too long over the much covered ground of this week’s monumentally disastrous Twitter hashtag campaign by British Gas (#AskBG), here are 3 simple bullet points to help prevent brands getting slaughtered in social media channels :
- The 90/10 rule – Preparation is 90% and Execution is 10%. For this to happen to British Gas, preparation was dreadful eg launching bad news on same day you launch a hashtag asking for feedback !
- The consequence of BG not following the 90/10 rule is best explained with this simple traditional analogy. They effectively provided a sounding board (via the hashtag) to very disgruntled consumers, on the day they were the most disgruntled,that allowed the angry mob to do the online equivalent of:
‘SHOUT ANGRILY AT THEIR TVs….BUT BEING BEING HEARD BY NOT ONLY THE BRAND….BUT EVERY OTHER EQUALLY DISGRUNTLED CONSUMER, WHO THEN ALSO BEGAN SHOUTING
- Finally, as a brand considering using social media, say this to yourself:
E. F.U (pronounced ‘Eff You.‘)
Everything you do in whichever social media channel you are considering, should provide content to the user that is either:
- Entertaining eg exclusive content, funny, cute, infographics, photos, etc
- Financially rewarding eg coupons, tickets, sampling, reward users for feedback with freebies etc
- Useful eg online tools to simplify my life, handy tips, useful facts etc
So British Gas, a friendly social media reminder from the thousands of people that SHOUTED at you this week online, EFU !!
I think that behind providing water and food for the entire planet, providing it with wifi must be a close third place !
With Project Loon, this is what Google is proposing to do.
PROJECT LOON QUICK FACTS
- Bringing internet connectivity to developing nations
- 60 feet in diameter super pressure pumpkin shaped balloons
- Multiple week flight duration
- Approximately 67,000 feet cruising altitude
- Control system that self-directs balloon course
- Stratollite technology
- Solar panels provide system power
As I have heard mentioned in several Google lectures that I have attended in recent years, they are continuously looking to change paradigms and try things that most corporations would be never even dream of trying.
Message to big corporations – Be brave enough to break out of existing business practices, internal systems and traditional thinking, and try to see how technology and interactivity can take your business to another level.
As with Google’s balloons, the sky’s the limit !
If you swap the head of an adult male with his younger male offspring in a photo, you get visual comedy gold.
Enjoy my top 5 Man Babies below:
Here’s finally something positive to come out of the Korean Peninsular in recent days.
Great innovation to promote a movie by simply providing ‘wifi posters,’eg 8 strategically placed posters in Seoul that allowed users to access the internet when near them. I have been saying for the longest time that all interactive communications in 2013 and beyond needs to be either:
- useful, and/or
If it isn’t, then your chances of your brand being noticed are very low.
- The movie had 29% increase in traffic to its website (although I think upfront awareness for the movie is more important than site traffic personally. I would have preferred those metrics)
- Time spent on movie website increased by 500%
- In addition:
This is a very simple idea but one which provided significant added value to the consumer and likely created more ‘love marks’ for the product eg the movie.
Media is being completely redefined by technology and cultural change, which is why there is so much potential for brands with the evolution of traditional media, as well as the increase in new platforms and devices.
The four key words going forward ?
- Measure (properly!)
You get the idea! Hehe.