Tag Archives: Organizations

Episode 29: Relationship Marketing is Viral Marketing | Christopher Mance II from Nichevertising

Christopher Mance II is trying to get entrepreneurs to build power connections and work together to market together and give them a chance to get their products and services to go viral.  Nichevertising is attempting to use relationship marketing as a way to manufacture viral marketing by bringing businesses together to reach out to consumers.

Viral Marketing and Nichevertising with Christopher Mance II

Christopher Mance II

Christopher Mance II is the owner of Nichevertising.  Nichevertising is a product designed for entrepreneurs from all walks of life looking to get their mobile apps, books, music videos, websites, products and events to go viral.

Christopher has been involved with the Internet since 1996 when he was attending the United States Military Academy at West Point.  All freshman were given access to the Internet and while Chris attended the school he tried to build online websites.

The first website Chris built was devoted to hip-hop music.  The website he built was a hub for news about the artists Christopher was in to, like the Wu Tang Clan and Nos.  He saw himself as a curator of content and got the news from the hip hop community and people began visiting his website in more and more numbers.

Christopher tried to run many different businesses, but they were always part-time businesses.  Looking back, Christopher saw himself saw himself as more of a wantrepreneur than an entrepreneur, which helped make him decide to become an entrepreneur full-time.

In 2011, Christopher came up with the idea of trying to bring people together to help them advertise their business.  With the goal being that people could then bid on projects in order to make those businesses develop strong viral marketing campaigns. But, he decided to shift the direction to what it is today . . . nichevertising.

The concept being that Christopher is trying to connect businesses with the same demographics so they can collaborate together to help each other and each others campaigns go viral.  Multiple businesses can join a campaign together and help each other go viral.

Christopher and his wife have been business partners since they began dating.  At first, they had an online magazine that they used to sell advertising with.  The only way they could have an online magazine back in 2003 was that they had to be a coder and both Christopher and his wife were coders which meant they experienced a lot of success prior to 2006.  In 2006, blogging became a much more mainstream activity and they had lost their competitive advantage.  Many of the blogs began to reach out to Christopher and his wife to see if they could promote their blog . . . which is how the idea for Nichevertising began.

Christopher began thinking of ways that he could automate the process of connecting and collaborating businesses and blogs.  Right now they are working in a closed beta test and are slowly getting the kinks worked out, but very soon it will be an open marketplace for businesses to connect with other businesses.

In order to sign up for Nichevertising, first you have to visit their website and sign up, then self select yourself into a niche, create your marketing campaign and then connect with a who’s who of entrepreneurs who are looking for partners as well.  Looking at their database and campaigns to determine who is a good match for you and it’s up to the business if they want to accept the partnership you’re offering.

One campaign is composed of five different businesses coming together and it’s about creating a scale of partnerships.  Going viral is not the same for you as it is for say, Time Warner.  For a young entrepreneur, viral marketing is not the same as it would be for those large organizations.  Your goal as an entrepreneur is not to get a million views, but it should be your goal to bring people into your world so they will refer you.

The biggest mistake Christopher says he’s made is thinking that he could be a successful entrepreneur while he was working for somebody else.  He thought he would be able to start online businesses and make enough of an income to replace his income from his full-time job.  Christopher wishes he would have started right away building his lifestyle around being an entrepreneur.

The people who created the Harlem Shake video were people who were very passionate about dancing and the reason for its ultimate success was that they were passionate about the project.  The original Harlem Shake people were constantly making videos and eventually their Harlem Shake video went big, but it’s because they had a built in audience from their other videos.  When you get to the point where you are good at what you’re passionate about then and only then will you have developed a great viral marketing opportunity.

Hubspot is a great example of a company that went viral. They created the concept of inbound marketing and an entire industry has now sprouted up around the idea of inbound marketing. Hubspot managed to go viral though by creating great content day in and day out.  All entrepreneurs should think of how they can go viral like Hubspot went viral. There are loads of companies that offer inbound marketing advice now though, you can learn more here if this is something that interests you.

Viral Marketing with Christopher Mance II from Nichevertisting

Christopher Mance II

Engaging Discussion Questions:

  • What do you think it takes to make something go viral?
  • What do you think about relationship marketing?
  • What do you think about viral marketing?

Links to Great Stuff:

  • Niche.fm – We fast-track the process of “going viral” by: providing a secure web-based software application for entrepreneurs like you to join a cooperative advertising network; providing a way for you to double, triple and even 10x the reach of your campaigns; and vastly increasing the likelihood that your campaigns goes viral!!!
  • HubSpot – “HubSpot all-in-one marketing software helps more than 8,000 companies in 56 countries attract leads and convert them into customers. A pioneer in inbound marketing, HubSpot aims to help its customers make marketing that people actually love
  • Sunny Coast Skate – Creators of the Harlem Shake.”
  • West Point – “The United States Military Academy has been educating, training, and inspiring leaders of character for our United States Army and for the nation for more than
    200 years. West Point provides a 47-month leader-development program steeped in
    academic rigor, military discipline, and physical challenges, all built upon a
    moral-ethical foundation. The academy is an internationally recognized
    institution for academic, military and physical excellence, and we are proud
    that today’s cadets will become tomorrow’s military, public and private-sector
    leaders.”

Success Quotes:

  • “Success is not defined by credentials.  It’s really defined by your mental health, physical health and the relationship you have with your family.”
  • “Focus on your authenticity and not try to fake it.”
  • “If you are not passionate about cats then do not try to create a viral cat video.”
  • “If you create great content or have great customer service and you get great referrals you’ll continually go viral.”
  • “Nichevertising is a simple idea of a business finding a partner, getting a partnership connected and getting a campaign out in the world.”

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Episode 24: Collaboration and Success in Your Business | Mike Lednovich from True North Executive Development

 

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Mike Lednovich True North Executive Development

Mike Lednovich True North Executive Development

Teaser:

Mike Lednovich has worked with some of the largest organizations and businesses in the United States and has helped them create better policies and procedures to become more effective and efficient.  Learn how to create stronger relationships with the people involved in your organization in Episode 24 of the Defining Success Podcast.

Recap:

Mike Lednovich is the owner of True North Executive Development and has instructed more than 2,000 managers/directors and conducted hundreds of seminars during a 25 year executive career.  Mike heads True North Executive Development serving such diverse clients as the Make a Wish Foundation, Disney, Ruiz Foods, Edwards Life Sciences, the Philadelphia School District and Chapman University.

Mike was an executive with a communications company in Orange County and he was the director of communications and marketing.  Before he got into the executive world he was a journalist and he then went to work for the corporation that owned the TV station and the newspaper.  Mike became very engaged in company strategies, vision setting and helped the CEO implement change in the company.

True North Executive Development was based out of Mike’s experiences at the communications company.  His experience helped him build teams that could successfully complete the tasks at hand.

Many people get caught up in the “whirlwind,” the every day activities that keep the organization running.  When people get so engulfed in the daily activities there is no goal setting and no understanding of how the organization is going to move forward.  Mike helps companies by working with executives and helps them get an understanding of the goals they want to achieve, how they plan to get there and how do they measure success.

Members of an organization need to know what the goals of the business are and how do I help those goals and how will I be held accountable in reaching those goals.  Mike generally works with the management team to help the businesses grow.

Mike says that 90% of the time he goes into a company, all the team members commonly have different goals they feel the organization has.  He really helps develop and establish goals and then works with the organization to enhance their goals and helps team members become attached to those goals.

When Mike gets phone calls, he’s usually coming in to solve a problem.  He usually analyzes the systems to see what is not working.  He then figures out what is not working and tries to correct those problems to make things better.

There is a common symptom which is number 1 in the workplace and that is holding people accountable for an employment contract.  When you work for a company and you agree for a salary, that is a contract between you and a company.  Most employees feel that they are going to give their employers grade B performance which is good work done correctly, then the company feels good about what they are doing and they feel good about getting there paycheck.  In organizations where employees are not held accountable, their performance levels go down to the C, D or F level.

In entrepreneurial companies, it becomes difficult to manage employees as the company grows.  In a family you are rewarded for good behavior and you have negative consequences when your behavior is below par.

The yearly performance review rarely occurs on time when they are done yearly.  Mike recommends monthly performance reviews for businesses to help hold employees accountable.  The yearly performance reviews usually judge their employees on how the acted in the past six months.  Employee engagement is a huge factor in a companies success.

How do you increase performance on a non-performer?  It starts with a conversation that explains how employees are under-performing.  They judged based off of hard evidence and not opinion.  The employer than helps the employee meet their goals, and they make sure they can handle the task, but if they can not meet those goals, it is on them.

Popular culture says that to hold people accountable is to fire them.  Donald Trump is one example where the way he holds people accountable is by firing them, but in the real world employees and employers work together to build a foundation for the future.  People believe they have to be Donald Trump, but in reality, you just need to be able to communicate effectively with your employees.

The most effective way Mike gets clients is word of mouth.  Mike works for the Make a Wish foundation and one of his clients was on the board and Mike was able to come on board to help the Make a Wish foundation.

The best leaders create a culture of collaboration.  They learn and how to figure out how to get the most ideas out of their employees.  The organizations that maintain a strong workforce are the ones that collaborate well.  Listening to people and communication is an area where organizations falter.  In the real world only 8% of the communication is verbal.  The rest of the conversation is conducted through body language and voice inflection and using email and Twitter we miss out on a lot of that communication.

Larry Welborn, Zeb Welborn, Kent Oderinlo and Mike Lednovich

Larry Welborn, Zeb Welborn, Kent Oderinlo and Mike Lednovich

Engaging Discussion Questions:

  • What does it take to build a successful team?
  • What do you think is the biggest problem large organizations face?
  • How important is the management of employees in a business?

Links to Great Stuff:

  • True North Executive Development – “Mike has instructed more than 2,000 managers/directors and conducted hundreds of seminars during a 25-year executive career.”
  • Make a Wish Foundation – “The Make-A-Wish Foundation® of Orange County and the Inland Empire is a 501(c)(3) non-profit organization and fulfill the wishes for children between the ages of 2 1/2 and 18 who confront life-threatening medical conditions.”
  • Donald Trump – A link to Donald Trump’s Twitter page.

Success Quotes:

  • “The key to success in relationship is to get rid of the negative ones.  If there are people in your life that are messing you up, get them out of your life.”
  • “If you love something passionately and you can make money from doing it than you have the perfect job.”
  • “Success is an individual evaluation of what makes you happy.”
  • “You don’t give to get.”
  • “The most effective leaders recognize that they are part of a team.”
  • “I’m a firm believer that successful people give without ever receiving anything back.”
  • “A common denominator is that successful people recognize that they want to give back to the community in some fashion.”
  • “The most important piece of that conversation is having data because data doesn’t lie.  Data is objective and most managers will operate on opinion.”
  • “When we talk about achieving success we need to follow the true north of our inner focus.”

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