Author: Ron Weber

Psychology of Entrepreneurialism

There is more to becoming an entrepreneur than just having a business idea.  Ok…so you knew that. But did you also know there is a lot more than just coming up with a great marketing plan and a loan from a bank?  I’ve seen so many businesses fail not because they didn’t have a good service it was because they did not become the kind of person it takes to become a successful entrepreneur.

5 Factors to Become an Instant Successful Entrepreneur

  1. Accept the most valuable benefit customers get from your services is YOU!

Don’t be dismayed by so many others that perform the same service as you. Whether you are a singer, barber, or teacher, the main benefit customers get from their purchase is that they buy-in to the characteristics of the service provider.  In this case, it is you.

  1. Adopt a philosophy that you must give far more value than you expect in return.

It is ok to expect a lot for your services, but be sure your customers get far more perceived value than what they pay for. This is subjective, of course, so it is up to the service provider to know if they surpassed the customers’ expectations.  If you are not sure, than let the customer know they always have YOU!

  1. Realize that you and your services are already extraordinary and it will get even better.

If you have a belief that your services are inferior it will show in your body language, your tone, and your willingness to promote your services.  If it is true then improve your service until you know that your customers are extremely happy with you and your services.

  1. Use your self- talk, move your body, and create feelings inside of you to create an unwavering belief that great things are happening.

Your self-talk, your feelings, and your physical behaviors are all interconnected.  A change in one will adversely make a change in the other. So today, begin using incantations (self-talk) while massively moving your body until you generate those powerful feelings inside of you.  You will be surprised the impact it will have on your own beliefs and beliefs of other around you.

  1. Learn to love your customers and they will love you back.

It doesn’t matter how good of a service you provide, if the customer doesn’t like you, they won’t buy from you.  In order to get the customers to like you, you must first like them.  You can start this today simply by using incantations (self-talk). But remember, it has to be genuine.

Contact Professor-Weber.com – click here

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Ready to be an Entrepreneur?

So many of us have an idea for a business but we don’t follow through.

We worry about things like:

  • What if I fail?
  • What if I don’t make any money?

 

 

Sometimes we have dis-empowering beliefs that stop us, like:

  • I’m too old or I’m too young
  • I’m not smart enough
  • I’m not good enough
  • There are so many other competitors out there

 

 

Still other factors that are somewhat true, like

  • I don’t know how to build a website
  • I don’t know how to build a marketing plan
  • I don’t qualify for a loan
  • Social Media Marketing is not my strong point

 

 

 

Professor Weber and his staff have a business model that will minimize each of these factors. Let us coach you through the process.

Give us a call and let’s get started on your business adventure.

Contact the Office of Professor Weber here – Free Initial Visit

 

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Content Marketing: It’s All About the Story

Before humans had a written language we learned from each other by telling stories.

In the early history of humans we would sit around the fire at night and tell tales of myths, gods, and legends. Hunters would tell a story about how they killed the biggest mammoth. Fishermen would tell a story of how they landed the great white whale. Moby Dick is probably a story that has been handed down and recreated many times.

Today, we favor songs that are not just melodies but also tells a story. Our favorite movie is not just about special effects but how deeply we can get into the story line.

Great content comes in the form of a good story. Great stories never die and there are plenty of examples, Romeo and Juliet, Titanic, and Noah’s Ark, just to name a few.

So how do you write a good story?

In her article, “7 Things That Really Great Content Creators Do”,  Carly Stec captures a few techniques all great story writers do.

Here is the list:

  • They understand their audience
  • They educate or entertain
  • They make an outline
  • They make smarter decisions
  • They re-purpose the content to give it more meaning
  • They keep updating themselves
  • They write consistently

Each technique is a characteristic I see is in the best movie directors, poets, novelists, musicians, and news reporters. I have seen many documentaries on the sinking of the Titanic. However, James Cameron’s movie in 1998 is the story I’ll  always remember. You too?

Remember, the hand on the glass?

Although the hand on the glass had little significance in the outcome of the movie, people still remember this small detail, even though it is 20 years later.

The best content creators are storytellers who educate and entertain. It is the way humans evolved. It is a part of our culture and socialization.

The best content creators know the best way to connect with their audiences and are constantly looking for ways to better reach the imaginations of today’s audiences.

It has been 30 years since I graduated college and the strongest memories I have are the stories my professors told. Now that I am a professor, occasionally I will run into a student from years ago. In our conversation they won’t remember the class we had together but they will remember vividly the stories I told.

Contact the Office of Professor Weber here

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Content Marketing Plays Big Role in Social Media

Photo provided by: Content Marketing Iniatives – Curatti.com

Content Equals Value

Content marketing can be described as the “value” a brand offers in hopes to build a positive association with potential customers. Value from a brand may come in many forms, such as straight facts, training, entertainment, connection, storytelling, coupons, inspiration, or contribution. A blog posted by a member of a brand can provide key details that will be immediately helpful to readers, for example, “Caricature Artists get 16 Gigs a month via Social Media”. Value may also come in the form of a video or a game that temporarily relieves the viewer of stress or possibly inspires creative thinking.

Content Marketing is a Gift

The content provided by a brand must be seen as a gift, without any implied expectations of a purchase. Consumers have become wary of advertising and quickly move their eyes to something else when they sense an ad. Think about how annoyed you get when your favorite game or music video is interrupted by a commercial. A good motto to follow is, “You must give far more than you expect in return.”

Content Marketing Builds Connections

Building loyal customers takes time. Just like good friends. You cannot build loyal customers over night. Brand managers need to accept that content marketing will not have an immediate impact on sales. However, if the brand continuously provides value, the readers and viewers of the content will build a bond not only with the brand but also with other customers. Together, the users and the brand can build a lasting connection that will make all other marketing efforts more effective. The impact on sales will be realized down the road. Efforts are underway to measure the impact but sometimes prove too difficult to isolate. This is where our industry still has room for improvement.

Content Marketing Builds Brand Value

Having brand value goes beyond just sales. It also helps the company attract better employees, partners, customers, and neighbors. Valuable brands are also more likely to get mentioned in the news and social media. The most mentioned computer brand mentioned on TV news and social media is “Apple”. This may not surprise you. Think of the millions of advertising dollars that are saved. Popular political candidates save millions of dollars because they get mentioned in the news on a daily basis. Valuable brands can also provide an edge when it comes to negotiating favorable terms. Wal-Mart and Disney both use this leverage because they know suppliers want to be associated with their brand.

Questions:

  1. Name three different forms of value a brand can distribute through social media.
  2. Does a brand need to fear of providing too much value on social media?
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Which Sites Get Shared and Tweeted the Most

Which Sites Get Shared and Tweeted Most on Facebook and Twitter?

Facebook’s Most Shared Sites

Most Shared Sites on Facebook

Nine out of ten most shared posts on Facebook is related to the news. However, the most shared Facebook site is not a news organization, it called Playbuzz. What is Playbuzz?

Playbuzz has several pages like Playbuzz Entertainment, Playbuzz Smart, and Playbuzz Cute. You know when you are at happy hour and someone says “This app tells me if I were an animal, I would be most like a Panda.” Then another person says, “Ooh…ooh…do me!” You go through a short survey and the app uses algorithms to link you up with an animal with similar statistics. They have hundreds of topics. Playbuzz proudly can say they have the most engaging and shared content in social media.

PlayBuzz is the most engaging and shared site on Facebook

The rest of the top 10 are all news organizations. Huffington Post leads by provided quality in depth articles about what is trending in the news. It is usually a photo, not a video that lures people into the article. Topics range from business, politics, world, food, relationships, and social issues.

Buzz Feed is popular because they differentiate themselves by publishing “off the wall” type content. They may post celebrity news, interesting tidbits, or something extremely outrageous. Compared to Huff Post, Fox, and BBC, you would say that Buzz Feed is more “quirky”. However, I salute their efforts because they have found a way to break through all of the clutter and provide content that people are willing to share.

Rounding out the bottom part of the Top 10 Most shared content on Facebook is mostly major news organizations like FOX News, NBC News, New York Times and BBC.

Each has their differentiated value. Fox News publishes top news stories of the day but also attract fans with a political fervor. NBC News is the same way and will show more of the social issues in the content they cover. The Guardian, Mail On-line, and BBC news are published from the United Kingdom and cover UK news and world news. Each UK publisher distinguishes themselves by diving into the story behind the scenes. The UK news organizations are very good at showing how the news is affecting the people and eventually “me”.

Twitter – Most Retweeted Sites

I wonder if the founders of Twitter knew what kind of impact Twitter would have on the distribution of the news. The Top 10 retweeted sites on Twitter are all news organizations.

 

Most Retweeted Sites

Facebook is a place to visit in the evening when you have more time to relax and enjoy the reading about the news. However, Twitter can deliver news that is important right now. It is no wonder that journalists, business people, sports enthusiasts, and news junkies engage on Twitter because it is the medium to deliver the news with the greatest amount of reach in the shortest amount of time.

BBC World News has the most retweeted news stories because of the content in the stories. BBC doesn’t just deliver the facts. They also include in depth analysis and how it could affect the reader.

BBC Twitter Feed

Mashable does a very good job at enticing their followers with headlines then clicking “on.mash” which takes you to the article. Mashable also uses photos and videos to engage their reader.

Huffington Post only uses photo and headlines to engage their followers, no videos. The value with Huff Post is the credibility of the content of the stories and details that no other news organizations can uncover. Huff Post may not be the best a publishing the most recent news but they are the best at giving you’re the full story.

Bleacher Report delivers up to the minute sports news on each of the major sports. Bleacher Report Twitter news feeds are the first place followers would read about Lebron James moving back to Cleveland and Minnesota Timberwolves pulling the first round draft choice in the lottery. The Bleacher Report will be the first to announce if some player has been traded or injured. This kind of content would not be published by any of the other Top 10 news organizations. This is what gives the Bleacher Report their differentiated value.

Contact the Office of Professor Weber here

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Social Media has Revolutionized the News.

Social Media has revolutionized “The News” industry. In some ways it has made everyone with a cell phone a journalist and in other ways it has made gathering the news much faster and more complete. Traditional journalist will say something is lost in the era of instant gratification of the news. This article is about how 3 roles in the news agency can benefit by using social media.

Foreign News Correspondent

Photo Credit: TheRealArgentina.com

Imagine a foreign news correspondent sent to a country to cover a massive earthquake. The earthquake has closed down roads, bridges, schools, and stores. The correspondent has never been to this country before. The usual network for collecting information is not set up the same as in the home country and the correspondent knows to gather photos, video, and information on how the earthquake impacted the people.

On the way to the country, the correspondent can start by becoming a Twitter follower of local news agencies, government, schools, volunteers, shelters, and police. By reading the short micro-blogs on Twitter the correspondent can get a feel of how severe was the earthquake. The correspondent can even see the most devastated locations.

Once landed, the journalist can use Periscope or Meerkat on Twitter to conduct a live streaming presentation as they drive down the road. This means the news is instant and straight from the source.

Pictures and videos only tell part of the story. The correspondent will also want to share how the earthquake impacted the citizens. Because the roads, bridges, and businesses are closed it is difficult to find enough people to interview. However, having a Twitter link with local establishments the correspondent can get a general feel of how people are surviving. By paying attention to the Twitter feeds, the correspondent can identify leads to some of the most interesting stories without having to drive around everywhere.

Local Beat Editor

Interesting news stories just don’t run out in front of the news van as it drives down the road. And most people will not call the news channel when something tragic has happen to their family. So a local reporter must seek out material that is news worthy. Some of the best stories are what is happening behind the scenes. But how is a local beat editor supposed to hear about these leads? Answer, by listening to what people are tweeting.

Photo Credit: ABC News

Local beat editors are very good at digging deep and finding a good story. By listening to what the police department is tweeting, what the chamber of commerce is tweeting, what other news agencies are tweeting, a local beat editor can piece enough information to ask deep probing questions. Imagine the police depart on one end of town tweeting out a missing child alert and someone on the other end of town tweeting out that saw a child with that description. Than this local beat editor could be one of the first on the scenes. Thus scoop the rest of the competition.

The same goes for all kinds of leads. If the local news editor is listening, they will learn by listening that traffic on I-4 is backed up, a street brawl broke out after the Yankees won the World Series, or huge sink hole enveloping a man while playing basketball with his kids.

Twitter can be the eye and ears on the streets when the local beat editor cannot be there.

Camera Man

They say a picture is worth a thousand words. Imagine what a piece of video is worth. The video that is captured can be worth much more than the journalist’s own words. A video of a volcano bursting is much more valuable than a person describing it. A police officer’s count of seeing a UFO is not as good as seeing the object on his dash-cam.

Not all pictures and videos need written words. Remember all of the humorous videos of people slipping into the water, unusual wildlife playing together, and tornadoes. Sometimes a journalist words get in the way.

How can a camera man benefit from using social media?

The answer again is listening and observing.

A camera man can learn what type of videos people like to view the most by looking at how many times a video gets shared, tweeted, liked, and hearted. Social media analytics and even eye tracking can measure exactly what people are watching.

Photo credit: Go Pro

The recent Go Pro cameras have created quite a buzz in social media. Go Pro cameras can be attached to a person’s helmet or shoulder and capture the view of the person actually taking the video.

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Reporters are Using Social Media to Enhance Their Journalism

Journalist/Reporter Wolf Blitzer – CNN

Finding a reporter who enhances their journalism through social media is not a difficult task. Successful reporters are attention seekers and they will gain it by any means possible. Eventually, the reporter’s name and face becomes so recognizable that they create audience bigger than the vehicle they represent.

Take Wolf Blitzer for example. CNN’s current political lead journalist, Wolf Blitzer, began his career in Israel reporting for Reuters news agency long before any social media.  Speaking fluid Hebrew and Arabic, Wolf found himself in the public limelight by getting the opportunity to ask leaders in Egypt and Israel very controversial questions. He was one of the first to report the peace accord between President Begin of Israel and The Egyptian President Anwar Sadat.

Wolf Blitzer always found a way to stay in the headlines himself. In 1986, he became known widely in the U.S. as the reporter who interviewed Jonathan Pollard who was tried for spying for Israel. The interview was televised on national television which made him even more recognizable.

Jonathan Pollard on Trial for being a Israel spy.

In 1990, Blitzer moved to CNN and spent a month in Moscow. He was the first to visit and report on the KGB headquarters. Again, Blitzer was making the news by being the first to report it.

Wolf Blitzer has covered the Oklahoma City bombing, 911, and numerous presidential elections. He has become one of the most well-known and trusted journalist in the news today.

 

 

Wolf on Twitter

Wolf Blitzer Twitter

Wolf will tweet breaking news three – five times per day and sometimes on weekends. On the site itself, he writes, “Yes, I write my own tweets.”

Wolf will post photos, videos, and headlines and makes very good use of hastags and links. Sometimes he will scoop himself on Twitter before he conducts he television show. Why would he do such a thing? Wolf understands that a lot of his followers want the headline news now and the details later. In the 140 characters he has available on Twitter he writes the headline which piques people’s interest and tells people to watch his show at 5:00 to get more details.

Wolf Blitzer has adapted very quickly over the years to deliver the news to his followers. In the 70’s he worked in newspapers, wrote books in the 80’s, began cable news in the 90’s and finally adapted to social media news in the 2000’s.

By incorporating social media with cable, satellite and print Wolf Blitzer is able to reach more people. Social media compliments the other media best because it reaches people wherever they are at that moment. The news is delivered via Twitter when the consumer is at an airport, hotel lobby, office, or waiting at a stop light. Twitter also has the biggest advantage of all. Twitter allows people to engage in conversation and offer feedback to Wolf. Occasionally Wolf will respond to clarify or let his followers know that he is listening.

Wolf Blitzer on Facebook with his show on CNN The Situation Room

To be the leader in the news you have to be present in all of the major news platforms. The biggest source for news for people ages 18-35 is social media. So in order to reach this age group, Wolf needs to use the medium in which the audience uses. And in this case he does very well.

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Social Media in 2025

Social Media in 2025

Social Media in the future will become more specialized to the needs and interests of each audience member. By 2025, social media sites like Facebook, Twitter, Instagram, Reddit, and Pinterest will have adapted their platform for each user so that it would appear by today’s standards that people live in their own universe. Parents in 2025 won’t be complaining about their children spending too much time texting but complaining that their son or daughter seldom steps out of their own self-made virtual-world.

http://www.businessinsider.com/the-future-of-social-media-marketing-2013-9

Future-social-n_article
Photo Credit: urschard.org

Battling for Share of Engagement

Social Media and the News will compete to maintain their share of the audience. Young adults are already getting most of their news from social media. Facebook, Twitter, Instagram, Reddit, and Pinterest will continuously tweak their services to make their content more engaging. So therefore, social media platforms are really fighting for share of the audience’s engagement. Advertising with social media in the future will have much more of an impact than traditional advertising because the audiences are engaged not just watching it passively.

Mini-Universe

EngagementMeter-WPA-web-E2
Photo credit: workpointaverage.com

Individual users of social media will gradually only expose themselves to news that affects them. The thought process may sound like this. “How does a train wreck in Philadelphia affect my life here, right now? Social media platform algorithms already can predict what news you are interested in. Big data collectors like Google, Facebook, Twitter, Apple, and Verizon already share this data with advertisers and with 10 more years of data the future platforms will be even more equipped to predict exactly what you will need to keep you engaged. The biggest justification for advertising rates today are CPM (Cost per Mil), Reach, Frequency, pay per clicks or impressions. In 2025, the number one ad rate justification will be the platform who can keep their audiences engaged the longest. In fact, by 2025 social media platforms will have an engagement meter to measure the intensity level of the user.

http://www.dailymail.co.uk/sciencetech/article-2216189/Do-live-Matrix-researchers-say-way-prove-do.html

I am too busy!

We think our lives are busy now and that there is no time to do all of the things we want to do in our lives. In 2025, people will be exposed to new endeavors and want to try to include this into their lives. The thought process may sound like this. “I want a successful career, happy family, loving wife/husband, great health, lots of friends, secure financial investments, travel, and have no stress.” To make all of this happen, people will demand products and services that help them become very organized and focused. The news that is related to their individual needs and interests will get priority and therefore capture the users’ attention and involvement. Individual social media platforms will connect advertisers with potential customers by using multiple regression analysis and correlation analysis that have become very good predictors of human needs. When a consumer behaves differently then the formula predicted, the formula will automatically adjust.

Biorhythms 

Photo Credit: Commons.Wiki
Photo Credit: Commons.Wiki

In 2025, consumers’ watches, clothes, and cell phones will be able to detect when you are tired, hungry, thirsty, stressed, and low on iron. Imagine getting a text from your favorite restaurant that says they have chicken dumplings on special today, right after you receive a text that says your blood sugar is low. Wall Street Journal published an article in May 2015 about Under Armour inventing electronic wear to help athletes.

 

http://www.wsj.com/articles/under-armour-looks-to-get-you-wired-with-its-apparel-1425061081

 

 

 

 

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What Role Does Social Media Play in the News?

What Role Does Social Media Play in the New?

Social media plays a major role in how news is created, collected, communicated, and consumed.

One photo or one video can make the news all by itself. The “No-Go Britain” video was an investigation on how England’s disabled citizen traveled on the local transportation. The news started with asking questions in social media and the stories started flooding in. There was such an interest on the topic that the impact became news itself. The news surrounding the video created such a buzz so the same journalists are expanding the story to “No-Fly Britain”. I wonder if they will get the same reaction.

The job of the journalist hasn’t changed. Their job is to deliver the relevant news of today to its audiences. But what is relevant? How is a journalist supposed to know what topics people want to know about? Social media is the answer, specifically Twitter. Journalist use social media to listen to what other journalist are talking about and what types of content is engaging their audiences. The BBC video presented how journalists know when their audiences are using social media. They said their audiences use social media in the morning and in the evening. Facebook is used mostly in the evenings when people relax. Twitter is used during the day to gain access to news happening at that second.

The most interesting “take-away” from the “8 Takeaways about Social Media News” is that getting news on Facebook is an incidental experience. This means people learn about events of the day only because one of the friends thought it was interesting and decided to share the post. If that one friend did not share the news post than the Facebook user would be unaware of the event.

It doesn’t surprise me that journalists use Twitter the most. Audiences expect their number one journalist to be aware of a major event and rely on them to dissect the details.   The most efficient means for doing this for a journalist is to use Twitter. Twitter is particularly equipped to deliver micro bits of information. A journalist can receive and re-distribute the information very quickly. Than promote the TV, radio, or Newspaper article by saying, “Learn more about today’s event on my show tonight at 8:00”.

Each picture on “Skidrow” told a story about individuals living on the street. It was quite sad. But after viewing 10-15 other pictures on Instagram a much bigger story arose. After a while you realize that these are ordinary people who are not that much different than me. The entire site presented a much different “feel” than just one entry by itself.

FB Newswire can serve as a great resource for journalists who redistribute the news to their audiences. A small town newspaper does not have the resources to send reporters to national events. Nor can one news reporter cover so many different topics in one day. FB Newswire can deliver the breaking news and offer the main details, which might be just what the local journalist needs.

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Topics in Marketing

Target Market versus Mass Marketing

Target marketing is when a marketer decides to break down the entire potential customers into smaller more homogeneous segments. The marketer usually divides the segments in geography, demographic characteristics, psychographic characteristics, and behaviorists. By doing so, the marketer can adjust the marketing mix strategies to help meet the needs of the customers better than their competitor’s. The Corvette is an example of a brand that targets specifically educated males between the ages of 45 and 60 with larger disposable incomes.

Mass Marketing might be employed by Coca Cola in which they try to sell the same product to a large mass of people with very little adjustments to the marketing mix. Evidence of this is when you see Coca-Cola commercials on TV with polar bears. This is meant to appeal to several segments of the market.

Where does Social Media belong in the Marketing Mix?

Product

Price

Place

Promotions:

  1. Personal Selling
  2. Sales and Trade Promotions
  3. Advertising
  4. Public Relations/ Publicity
  5. Social Media Marketing

Social Media Marketing has replaced direct marketing as one of the elements of the Promotional Mix. But a marketer cannot directly categorize Social Media as a function all by itself. Social Media Marketing must be interwoven with the other elements in the Promotional Mix and create an Integrated Marketing Communications – where all outward communications by a company communicates one unified message.

Publix Super Markets (since 1930) has marketed themselves into the communities of Florida, Georgia, Alabama, and now Tennessee. They are not the largest grocery store in the nation but one of the most respected. In 2000, competitors Albertson’s and Winn-Dixie entered the southeastern market stealing some market share from Publix. However, Publix concentrated on customer service, clean stores, and quality products and slowly Albertson’s and Winn Dixie closed their doors.

Publix’s biggest competitors today come more from discount stores like Wal Mart and Target. Target and Wal Mart’s massive buying power affords them the opportunity to offer lower prices and gain a competitive advantage.

A much smaller competitor of Publix is the local Hispanic grocery stores called Bravo. Bravo sells items specifically to the Hispanic market. Bravo’s efforts must be working because Publix has opened their own Hispanic grocery store called “Sabor”.

– See more at: http://webber.edu/topics-in-marketing/#sthash.MLKkD97l.dpuf

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