September 30th, 2008
by Projectline

I know each and every person that has ever looked for the next job/career has spent time combing through newspapers (for those of you still old fashioned) or on-line sites for that perfect job description. Searching, reading and knowing that thousands of other people are doing the same thing. Taking extra time working on your cover letter, trying to pick the perfect words to standout from all the others. Knowing in your heart you will land in the middle of a huge pile of resumes that are trying to get in front of that same recruiter who holds your future and happiness in hand.

Always left with ‘What else can I do?’

Here is my suggestion… NETWORK. This is such an under realized and underutilized resource. What better way (or easier way for that matter) than to ask someone who knows you and can help to put your resume on the top of ‘that’ pile. Whether you give them a bullet point version of your experience or your full resume, just make sure you give them enough information and insight about you to talk to your skills and the direction of your career. There is nothing worse than getting a referral that has nothing to do with the company or any of the open positions. So remember, this is not to add work for others, it is to streamline your efforts. So don’t leave anyone guessing about what you are good at. …and for goodness sakes, don’t forget your contact information.

I am telling you this really works. After all, I practice what I preach. How do you think I ended up here at Projectline?

tags: Best practices, blogging, community partnership, Interviewing, Recruiting

August 15th, 2008
by Eric Larson

I am attending the New Media Expo in Las Vegas for 2 1/2 days of interesting presentations from a variety of speakers.  So far I’ve heard from Michael Geoghegan, who produces Disneyland’s podcast,  Gary Vaynerchuck, podcaster for Wine Library TV, and Scott Whitney, a professional podcaster.

One common theme through their presentations was to make sure that recordings are spontaneous, passionate, and emotional.  Vaynerchuck shoots his video for tv.winelibrary.com in 20 minutes in one take every day without editing.  Geoghegan admits that he doesn’t know much about Disneyland.  When he learns a new Disneyland fact in his podcast he’s genuinely excited and interested, and it shows up in the podcast.  Whitney coaches his clients not to read from a script when he interviews them, and will stop an interview to encourage interviewees to speak from the heart.

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tags: B2B, Best practices, blogging, new media, podcasts, social media, video, web 2.0

July 30th, 2008
by Projectline

In catching up on my RSS feeds over the weekend, I found myself staring at a short New York Times article that suggested a long story left unwritten. How does anyone build a viral campaign that succeeds out of any force other than blind luck?

Believe it or not, there is an equation for just that purpose:

[Be Amazing] + [Act Amazing] = [Get Amazing]

Viral is really that simple – just be worth talking about and do something worth talking about. The only catch is you have to have both to succeed. Notice also that I’ve not mentioned timing anywhere. There is a reason for this: Great campaigns always make their own timing.

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tags: advertising, audience perception, Best practices, creative services, Digital Content, early adoption, marketing, marketing goals, messaging, new media, web 2.0

June 21st, 2008
by Projectline

So I want to tell a short story about a gal who approached me on Facebook a couple of weeks ago.  She said she was in the beginning stages of her career search and thought she would take a chance to see if I had any words of wisdom. (How could I turn that down).  Anyway, we scheduled some phone time and I ran her through a series of questions to see how I could possibly offer her direction.  After a really impressive conversation, she proceeded to tell me she applied for the Campaign Desk Coordinator position and was not moved forward.  Needless to say, I scheduled a face to face interview with her and she just met with the Campaign Desk Team on Friday.

My point to all this… if you really want something, think creatively on how to get yourself closer to the goal.  She didn’t just sit back and wait, she thought, she took action, she put herself out there… and now she has a shot that she did not have before.  I cannot guarantee that she will get the position, but I will guarantee that if she ever needs advice or a wall to bounce ideas off of, I will be there for her.

WAY TO GO MRM, I take my hat off to you.

tags: Best practices, blogging, Recruiting

June 10th, 2008
by Projectline

Move to an edge. Declare your edge the center. Let the world reorganize around you.

The great misconception of marketplace leadership is that success comes from saddling up and blazing a new path for all to follow. Intuitively, we all know it doesn’t work like that.

People don’t connect with an idea because some commander inspired hearts and minds – they connect with an idea because it makes sense on a fundamental level. Something works better/faster/easier/cheaper. It’s more fair or honest or viable or responsible.  It’s more exciting, or makes them more exciting.

Modern leadership is about taking a fresh idea and committing to it – and allowing people to find their way to the best solution. It isn’t push. It’s pull. The greatest successes in this generation haven’t tried to drag a marketplace with them, rather they’ve focused on building mp3 players and social networks and powertrain systems that deliver more value than the status quo.

This truism applies in equal measure to brands and marketers as it does product designs and program developers. Unforgettable work requires establishing a center apart from old Madison Avenue, rethinking the rules for engaging your audience, raising a new flag and allowing people to find their way.

tags: advertising, audience perception, Best practices, marketing, marketing goals, messaging