Monday, July 07, 2014

Do Your Hands Hurt or Help You in Public Speaking? The Case For and Against Hand Gestures in Public Speaking Part Two.




As mentioned in my previous article, one of the most common questions I get asked when doing executive speech coaching and running courses on public speaking is what do I do with my hands?

Well, this is a much debated question.

Some coaches argue gestures should be restrained while others advise that gestures should be used for greater emphasis of impact.

There is no right or wrong answer, so I’m going to argue the case for both!

The Case For Hand Gestures in Public Speaking.

Well if you are going to use your hands in a presentation to look natural, how should you use your hands?

Visual cues to an audience really help to draw them in and help to emphasize points as well.
Firstly, it comes down to what kind of presentation you’re giving.

Secondly, what kind of presenter you are.

Thirdly, what type of audience you are speaking to.

Finally, the room set up and especially the area or platform or stage you have to present from.

1. Use Natural Gesturing Throughout Your Presentation

Try to use natural gesturing throughout your presentation because we naturally gesture with our hands.

During a normal conversation with family and friends our hands are moving around.

It looks awkward to clasp your hands together in front of you or put them in front of your belt or even worse your groin region.

That’s not a good look and probably not the best way to use your hands.

So think of a speech as an animated conversation where your energy levels are slightly higher than a normal conversation.  So what we want to do is bring your normal gestures into your speech.
So don’t be afraid to use the natural gestures that you would during a standard conversation with one of your friends. 

If you want to look natural, use natural gesturing.

Remember styles do differ depending on your personality, for example extroverted outgoing personalities tend to use very big hand gestures. Certainly your cultural background may also come into play.

On the flip-side, if you’re a shy, more reserved and introverted person and you’re using big hand gestures, it is not going to be authentic and congruent with your personality.

This could distract and take away from your message because it’s going to look unnatural because you’re not being yourself.

So be your true and authentic self. 

The whole point of gesturing is to add value to our message. So there’s no definite way that you should gesture. We have to tailor our gesturing based on our audience, based on what kind of material we’re presenting, based on who we are.

2. Impact for Important Points

Use gestures for impact on important points.

Visual cues can be effective to emphasize what you are saying.

Acting out the scene using your body will be an impactful way to engage an audience when telling a story.

For example, if you’re talking about improving performance then use that visualization. Pretend to be moving from a low base to a high base. 

Use kinaesthetic speaking and the whole stage.

If making three different points, stage left for point #1, and centre stage for point #2 stand and stage right for point #1.

You want the audience to see points 1 to 3 in a left to right view (their left to their right) because this is how people read information.

So you need to do the exact opposite as the speaker – mirroring this facing the audience – you move from your right to your left.

If you need to elaborate for any of these points just go back to the position on stage that represents the point.

This is a great technique for off the cuff speaking or speaking without any aids such as whiteboard or PowerPoint.

Do not do not try this if you have the points on a PowerPoint slide. It will just confuse the audience!
Hand gestures that are larger than the outline of your body communicate a large idea or concept. If something is really big then stretch your arms out really wide and to say this is a massive point or this is massively important. For example, the sales challenge is this big.

So if you’re using that natural gesturing but then you get creative on those important points and use visualization techniques, then that can add power, authenticity and variety to your presentation.

3. Mix It Up

Just like you want to avoid a boring monotone voice and you should have vocal variety, you should also avoid repetitive gesturing.

This can also be referred to as a non-verbal body language crutch.

Often many people are unaware they are doing it until they are told or even better see a video recording of themselves presenting.

Some body language examples:
Hands hidden so your audience can’t see your hands means it will be hard for them to trust you.
Compared to hands open and your palms at a 45-degree angle, this communicates that you are being honest and open.
Hands open with palms down sends the non-verbal message that you are certain about what you are talking about.
Palms facing each other with your fingers together often give the impression that you have expertise about what you are talking about.
Palms’ facing each other says "I'm an expert on this".
Be aware that if all your hand gestures are large and fast people will perceive that you are chaotic or out of control.

Remember though, if we are just as animated as we are in our everyday conversation then our hand gestures look small and our facial expressions look like we are not doing much at all especially if we are on a stage a long way away from the audience.

By being more animated you actually are more impactful as a speaker and convey more emotion.
So use hand gestures to project your feelings and emotions.

People remember emotions more than facts. That’s why storytelling is so powerful in a speech.

4. Congruency

Your body language must match your verbal message.

Gestures must be relevant to the phrases being used at the time, otherwise there is a danger of giving your audience conflicting messages.

Facial gestures can be most effective. For example an animated facial expression can greatly enhance your speech and help build rapport.

Mirroring and matching the body language of individuals in your audience is also a very powerful way to build audience rapport.

5. Slow Deliberate Movements

This is the most powerful way to use hand gestures.

Nothing rushed - nothing fast.

This will give you more stage presence and charisma and hence make you more believable and credible as a speaker.

Because this is often a new skill and conflicting with all the anxiety and adrenalin in your body, it takes practice to achieve this skill.

There is a lot going on in a speech.

You will be working the stage, giving a presentation, talking, trying to make eye contact, trying to give hand gestures, remembering your content, working the visuals, and mixing it up every seven minutes using the DARE principle. That’s a lot of things to do at once.

You need to practice progressively. Start by taking small steps.

It does takes practice, some say 10,000 hours to master a good speech, but over time you become better and better. If you watch yourself back on video you will see that is very normal to be more animated than less animated.

So the best rule is - if hand gestures are supporting the delivery of you message then generally they will add value to your speech. 

But if the hand gestures are taking away from the supporting of your message then generally it’s going to weaken the impact of your presentation.

As for me, I like slow and deliberate hand gestures. 

Please consider my next public speaking course on Tuesday August 12th 2014. Book here.

Wednesday, June 18, 2014

Do Your Hands Hurt or Help You in Public Speaking? The Case For and Against Hand Gestures in Public Speaking Part One

Do Your Hands Hurt or Help You in Public Speaking? The Case For and Against Hand Gestures in Public Speaking Part One

By Thomas Murrell MBA, CSP International Business Speaker
One of the most common questions I get asked when doing executive speech coaching or running courses on public speaking is "Tom, what do I do with my hands?"
Well, this is a much debated question.
Some coaches argue gestures should be restrained while others advise gestures should be used for greater emphasis or impact.
There is no right or wrong answer, so I'm going to argue the case for both!
The Case Against Hand Gestures in Public Speaking is the first part of this two-part article.
Here are five reasons why stillness in public speaking is a virtue.

1. Trust is Eroded
 
Recent research shows a third of an audience are less likely to trust a speaker who they believes uses too many hand gestures.
Too many hand movements and you have already lost the trust of 30 per cent of your audience.
The Jab and pointing for example are rarely received well by an audience.
Whether it's pointing directly at people, or jabbing into your hand, it comes across as an aggressive or accusatory gesture.
Speakers when they are nervous are also less trusted by an audience.
Hands grasped in front of you for example communicates that you are nervous or tentative, as does touching your face, hair, or neck.
Gripping speech notes or the podium for dear life with white knuckles is not the look of a confident speaker either.
Other tell tale signs include excessive "hand washing" or "pen clicking".
"The Wringer" is another variant where the terrified speaker holds their hands together massaging the palms with each other as though they are trying to keep warm on a cold frosty winter's morning.

2. Hands Are a Distraction
 
You see many people making simple mistakes.
They are holding their hands in a certain way that actually distracts from what they're saying.
Sometimes a speakers hand will be in this continual motion and actually attract an audience's attention and all of a sudden the audience has forgotten what they've said.
They just focus on watching their hands and not what is being said.
Clapping and slapping for example can also become a distraction if you don't pull it off well.
This could be hand clapping, or - often - unintended hitting of your hand against your side or knees or even worse the microphone!

3. Confusion
 
Hands can confuse audiences when the gestures don't match the words.
For example using the word "big" while your thumb and finger indicate something tiny.
Using the double-handed first two fingers together and slightly bent with hands moving up and down gesture to illustrate you are going to give a quote is a big no no.
Some people might think you are talking about bunny rabbits.

4. Awkward
 
Hand gestures can make the speaker look awkward and the audience then just feels sorry for them.
Beware of awkward gestures such as the "fig-leaf stance" where hands are clasped in front of your groin a la Adam and Eve.
A variance is the "Royal stance" where hands are clasped behind the back. This is often known as the "I have no arms" approach to public speaking.
And my favorite "the teapot" where one hand is on the hip like the handle of a tea pot and the other hand is pointing in the opposite direction like a spout.
Here is a list of uncomfortable gestures I commonly see in nervous and awkward speakers:

Scratching various parts of your body
Playing with your ring finger
Touching your face, especially nose
Swaying from side to side
Shifting your weight
Pacing back and forth
Touching your ears
Adjusting your hair, including preening and twisting of hair
Adjusting your clothing, including pulling of sleeves
Putting your hands in your pockets
Playing with pens and white board markers
Jingling coins in a pocket

5. No value
 
Gestures must add value.
Your body language is meant to add value to the words that you're speaking, not take away from it.
My pet hate is the line "hands up if you .... " approach by some speakers who then put their hand up. I always feel like I'm back in kindergarten and being treated as a five year old when a speaker does this.
So it's something that is very important to take control of. It's something that we have to think of because if we don't take control of our hands they will do whatever they want and they will run away from us and it will look awkward and it will not add value to our presentation and that's what gesturing is meant to do.

My tip from speaker trainer Colin James is this, feet shoulder width apart, parallel and put the thumbs down the seams of your trousers.
This is the most authoritative, powerful and least distracting stance to have.
For you as a speaker it might feel a little dorky and stiff, but from the audience's perspective it is the least distracting so they can really focus on your words and message.
In the next edition, the argument for hand gestures. 

My next public speaking course in August 12th 2014. Book here.

Tuesday, June 17, 2014

Writing and Pitching Winning Media Releases course, Tuesday May 6th 2014

Feedback from Writing and Pitching Winning Media Releases course, Tuesday May 6th 2014.

"Very informative, hands-on, a lot of real-life examples. I liked that it was a smaller group as it was easier to get the maximum out of Tom's knowledge,"
Delta Contos, Marketing Coordinator at Strike A Chord Foundation, Perth

"Being very clear and structured helped my understanding. The examples and exercises in the workshop encouraged me to put the learnings into action."
Hossein Sedeghat, MBA - E-Marketing, UWA

"I liked the interactive nature and networking with new people. The content was rfelevant and easily applied to both media and article writing,"
Toni Duckworth, Supervisor, Business Advisory HLB Mann Judd, Perth

Next course Tuesday June 24th 2014. Book here.

SGX - "Reducing Risks in Mining via Project Evaluation Studies" seminar in Singapore on Thursday 12th June 2014

John Stanley Retail Guru and International Speaker Podcast

John Stanley Retail Guru and International Speaker shares his business speaking tips with Thomas Murrell (pictured) in this special podcast.

"Think globally, act locally" is one of his key messages.

Click here to download…

Wednesday, May 14, 2014

Ten Social Media Lessons From the Movie "Chef"

Ten Social Media Lessons From the Movie "Chef"
By Thomas Murrell

Chef the new comedy movie that premiered recently is a great case study on how social media can destroy and build up reputations.

Some call the movie "food porn", others a documentary on how to make a good cheese toastie or is it a giant product placement for Twitter?

Sure the movie features a strong lineup of Hollywood A-List stars, including Scarlett Johansson, Dustin Hoffman, Sofia Vergara, and Robert Downey, Jr and a soft feel good storyline.

But what it did for me though was make me hungry and make a beeline for the first food truck I saw in my hometown of Perth.

In fact, I went surfing at the glorious Leighton Beach on a Sunday morning soon after seeing the movie and there was a Brazilian food truck there called Comida do Sul.

I couldn't help but stop and have something to eat based on the movie experience!
New media technology has long been fodder for Hollywood movie makers.

Think You've Got Mail in 1998 and its narrative on the way digital communication could impact lives.

Meanwhile, blogging was brought centre stage with Julia and Juliet.

Now Twitter, YouTube, Instagram and Vine are central to this movie and the concept of shared experiences.

Chef is the story of a man whose life is ruined and then redeemed by social media.

The movie represents digital communication onscreen in an elegant and simple way as onscreen tweets materialize in the air and then, when sent, fly off like a bird.

Chef is written, produced and directed by Jon Favreau who plays the main character Carl.

Here are 10 Lessons on Social Media from the Movie:

1. Twitter is Not Like Texting or Email
The story goes that Chef Carl is an aging Generation Xer who lives his life mostly offline.
He has an email account and knows what YouTube is, but he doesn't understand how social media works or what its value is.
This becomes apparent after he fires off what he thinks is a private tweet to a food critic who gave him a particularly vicious and personal review.
In real life Favreau considers himself "pretty savvy" with social media-he maintains an active Twitter account with 1.7 million followers.
Compare this to his onscreen counterpart Carl who is completely unschooled in exactly how public an ill-considered tweet can become.
2. Viral
There are four types of media - paid (advertising), owned (your own created content/websites), earned (PR) and shared (social).
The first two are controlled media where you control every image and message.
The second two are uncontrolled and this presents a risk.
With PR you can try and reduce the risk by writing a media release and doing media training but when social media goes viral you have no control over its distribution and what comments will be made.
In the movie, Carl's obscene rant goes viral, and an online war of words ensues.
3. Don't Rant in Public
We're seeing the rise in citizen journalism where anyone with a mobile phone and internet access can create media content unfiltered.
The scene where Carl angrily confronts the critic at his restaurant, leading to a meltdown that's captured on video and uploaded to YouTube, where millions view it is central to the plot.
It was amusing to see people at the restaurant capturing the moment on mobile phones and ipads.
After the very public meltdown, no one is willing to hire Carl. It appears that social media has ruined his life.
4. Amplifies
When content is captured on social media it is a lasting record and can be both shared and viewed over and over again.
The experience of conceiving of, considering and sending a Tweet is cleverly depicted in the movie.
"It's a multiplier. It will multiply whatever you're doing," says Favreau in a media interview.
"Like when you embarrass yourself. We all have our bad moments, but most of them happen behind closed doors. When that's on public display, that's what is going to define you. In the same way [when] you're doing something good you want to share... You're sharing it not only with your friends or the person whose hand you're holding, but-if you hit on something very special-maybe with an entire culture."
5. Permanent
This is the scary part about social media.
It is a permanent record but that is also a strength.
In __Chef__ social media plays a role in both the main character's downfall and eventual redemption, but the new technology is seen in generally a positive way.
The movie portrays in an accurate way the permanence of Twitter and Facebook posts.
6. Builds Visibility
Now coming to the positives about social media.
When Chef Carl leaves behind the stuffy, high-pressure environment of the upscale dining world demanded by owner Dustin Hoffman, he opens a food truck and re-discovers his authentic passion for central American food.
He and his son take the truck on a tour of great American food cities like New Orleans and Austin.
At each stop, lines of customers greet them because Carl's son had been documenting the journey and tweeting the truck's location and uploading pics of the food to Instagram.
That social media promotion helps his new business succeed in a big way.
It turns his negative celebrity YouTube fame into a positive.
The scene on the Miami beachfront with the police officer is a little unrealistic but highlights how YouTube fame works in mysterious ways.
7. Attracts Customers
The mobile nature of a food truck versus the stationary anchor of a traditional restaurant lends itself to letting fans know where your next location will be.
It is like the traditional musical chime from a Mr Whippy ice cream van as it drives through the suburbs.
In the movie, Carl's son uses social media to attract customers, an absolute necessity to keep their fans informed of their exact location.
8. Visual
Many people don't get the fact that social media is primarily a visual medium.
The movie really is a visual feast of beautifully presented food.
The use of visual sharing platform Instagram captures this perfectly in the movie.
9. Video
The power of YouTube is central to the movie.
Also a new technology, a mobile app called Vine makes its Hollywood debut as Carl's son creates and posts short looping video clips that document the road trip.
10. Personal Growth
If you are still cynical about social media as a way of driving new customers then this movie will dispel all those myths.
It presents the pros and cons of social media in a business context that is easy to understand and easy on the eye.
In essence the main premise of the movie is that social media is a great platform for personal growth - to learn from your mistakes and move on.
Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. 

Thursday May 1st 2014, 5.00-6.30pm PwC Perth, Level 15, 125 St Georges Terrace, Perth, WA, Actuaries Institute "Better Public Speaking"

I especially enjoyed meeting people from the Actuaries Institute - pictured with door prize winner Elizabeth Angkola and Curtin University lecturer Kevin Bowman.

My next public speaking course is June 10th 2014. Book here.

Wednesday, April 02, 2014

Crisis Communications Lessons from MH370

Crisis Communications Lessons from MH370

By Thomas Murrell MBA, CSP International Business Speaker

The mysterious disappearance of Malaysia Airlines MH370 has dominated global media headlines for more than three weeks.

The compelling aviation drama has created a media frenzy that has never been seen before.

There has been a constant flow of misinformation, conjecture and conspiracy theories.

Now I've done a lot of work in Malaysia in the last 17 years, am the Chairman of a Malaysian-based business and have flown on that Malaysia Airlines very flight from Kuala Lumpur to Beijing.

I've also got lots of Malaysian friends and my thoughts go out to the families of those affected by this tragedy.

But this PR issue needs to be discussed in an open way within an international context so we can all learn.

The Malaysian dealing of the world's media has at best been described as "chaotic " and has been severely criticized.

"My overall view is that it's one of the worst cases of crisis management communications I've ever seen," announced one veteran PR consultant.

MH370 has also brought the issue of how to handle a crisis to centre stage. Malaysia's response has raised serious concerns about accountability, transparency and competence.

From the start, the Malaysian authorities were on the back foot.

It has only highlighted a very authoritarian and hierarchical leadership style.

Cross cultural communication, especially with Chinese families has been a master class of what not to do.

Every aviation expert has been wielded out to give their analysis because of the lack of facts.

Speculation has been rife only adding to the tension and information vacuum.

The fact it happened in Western Australia's backyard has made it all the more relevant. Each new development is reported with gusto as another chapter evolves.

All the time, those with lost ones are no closer to getting closure on what actually happened.

This vacuum of concrete information and the constant media reports make it even more painful for the families left behind, as they cling to anything.

The contrast between the Malaysian ways of communicating compared with the approach taken by the Australian Maritime Safety Authority has been stark.

Especially around clear, concise and honest message delivery, so critical in a crisis.

So what are the lessons in crisis communications we can learn from MH370?

1. Accuracy
 
Providing accurate information is the first rule of crisis communication.
A lack of accurate information provides an environment in which conspiracy theories breed.
This just fuels the information vacuum.

"It has created a poisonous brew of distrust and grief, with police ejecting relatives from press conferences and a protest march in Beijing - something almost unheard of," was how one expert described it.

2. Timeliness
 
The Malaysians were slow to issue timely information.
This has angered stakeholders - especially families of those lost.

In the case of MH370's disappearance, an angry letter was posted online by a grieving relatives' support group in Beijing, accusing the Malaysian authorities of reacting too slowly.
"Since the flight lost contact 18 days ago, the airline, the government and the army of Malaysia continuously delayed, covered up, hid the truth and tried to deceive passengers and their families," the letter says.

"Such shameful and despicable behaviour not only cheated and destroyed our health and peace of mind, it prolonged the rescue effort and wasted a huge amount of time. If our beloved relatives have lost their lives because of this then the airline, the government and the military are the real murderers of our family."

4. Avoid Conflicting Information
 
There was a lot of conflicting information right from the start.
Hundreds of relatives in Beijing hired buses to the Malaysian embassy with a view to storming it because of the mis-information.

Police stopped the buses, but the protesters continued on foot, marching with banners: "The Malaysian government are executioners and murderers" and "We won't give up until we see our family members".

Stakeholders, especially relatives have been buffeted both by lack of information and by conflicting data, with hopes frequently raised then dashed.
The crisis plan failed to prioritize the concerns of the mostly Chinese families.

5. Visible Leadership
 
During a disaster, we turn around and look for our leaders.

Malaysian Prime Minister Najib Razak, maintained a conspicuously low profile during the first week of the plane's disappearance.

"Why did it take Prime Minister Najib Razak eight days to appear in front of the world's media? He chose instead to pose for a photo-op with a cut-price chicken two days after the plane vanished," some critics have argued.

This is not a good look.

He finally appeared before the news media to announce that the government believed the plane had flown off course as the result of deliberate actions but refused to take questions from journalists.
When the focus shifted to Australia, Prime Minister Tony Abbott readily made himself available to the media even touring the Pearce airbase where search operations are based.

6. Empathy and compassion
 
Society expects leaders to be most concerned with the welfare of those affected by the disaster. Always focus on the human side of any disaster first.

"The airline has tried to follow the Triple R of crisis communications - regret, reason and remedy - but has been hampered by contradictory "facts" entering the public arena, fuelled by innuendo and false rumours.

Also, while it has expressed regret, it hasn't been able to offer reason and remedy - and nor can it until the plane is found, and likely causes of the crash ascertained," PR experts have reasoned.

7. Single Controlled Source of Information
 
When a crisis strikes many people are scared and confused.
Leaders need to mirror the feelings of the broader community and act in the best interests of society. We want them to be in control and be decisive.

In a crisis, leaders are judged by what they say and what they do.
What they say is important because the words and messages have a huge amount of impact in that moment of time.

The content is critical to match the serious context of the message.
Symbolic acts by leaders mean a lot.
Following a standard crisis communications manual is probably not the best look for leaders.

8. Beware Social Media
 
When Malaysian Prime Minister Najib Razak announced sombrely that "flight MH370 ended in the southern Indian Ocean", this did not end the agony for the relatives and friends of the 239 people on board.

The families received text messages finally informing them of the plane's fate, in English first and then later in Chinese — a process that only heightened the anger of the relatives and friends of the Chinese people who perished on the flight.

Again, this only inflamed the situation.
It is a quick way to provide information, but is not very sensitive.

9. Culture In a Declining Life Cycle Business
 
The airline seemed like an organisation under siege. Perhaps the rut set in before the crisis and the crisis just highlighted some cultural issues for the organisation.

"The airline has racked up losses for the past three years, unable to deal effectively with high costs, unprofitable routes and the emergence of low-cost rivals. In 2013, it returned a negative 4% margin, worse than almost any airline in the world.

And, while China accounts for only 7% of the airline's capacity, China is a growth market; if Chinese passengers choose to fly on other airlines, that spells more trouble.
The airline's share price has been falling for some time, and has fallen a further 10% since MH370 went missing. It now languishes at about a tenth of its value in 2004," according to experts.

In 2013, Malaysia Airlines recorded a $336 million loss.

10. The National Brand Under International Pressure
 
The Malaysian government retains a large stake in Malaysia Airlines and "the brand is identified with the country" according to branding experts.

"Officials failed to understand the difference between the global media and the Malaysian press - the former demands transparency and answers; the latter is more compliant and forgiving," according to PR experts in the region.

The story will hurt both the airline and national brand.

"The Malaysian government is not used to dealing with the international media, especially in situations like this," nicely summarises the challenge in dealing with an international crisis.

"A crisis is not a rehearsal — you must do your preparation beforehand."
Finally, it is the feelings of the families that must come first and our thoughts are with them as this aviation drama drags out.

Please contact me if you require crisis communications training.

Monday, March 31, 2014

Marketing Secrets for Business Brokers





Monday, March 03, 2014

How Social Media Saved SPC Ardmona

How Social Media Saved SPC Ardmona
By Thomas Murrell



Social media has saved Australia's largest food-packing brand SPC by increasing sales by more than 50 per cent (image source: abc online).


And it didn't initially cost the company a cent.

That's because the idea didn't come out of a big advertising agency.

Instead it came from a food blogger.

The federal government may have denied SPC Ardmona a $25 million assistance package but a nostalgic social media campaign "SPC Sunday" has encouraged shoppers to buy the product to support the fruit-packing company.

Newcastle resident and food blogger Linda Drummond created the SPC Sunday campaign on the back of negative news in the media about the future of SPC.

She tweeted on Thursday Feb 6th 2014: “To support SPC let's have a Twitter Peaches and Icecream night this Sunday Feb 9”.

She encouraged people to show support by posting a picture of themselves enjoying a tin of an SPC product.

“This all started with a conversation with a few friends about our great childhood memories of eating SPC fruits with ice cream,” Ms Drummond told the Australian media.

“We though this would be a fun way to empower people to not just talk about supporting Australian grown and made food, but to act on it.”

Politicians and celebrities supported the movement, and when launched the hashtag received more than 10,000 tweets in three days. An SPC Sunday Facebook page also has more than 2,500 likes and the campaign cranked up more than 20 million impressions.

The success of the campaign came as a surprise to Ms Drummond.

“I'm still shocked at how quickly the support grew and am so proud of the awareness that this simple idea was able to gain,” she said.

“I hope this encourages people to continue to support SPC Ardmona and check the labels to see where their food has come from.”
 
The campaign is now being supported by full page print ads in all the daily metropolitan newspapers.


So what are the marketing lessons in this social media case study?

1. Single Minded Strategy

The best ideas are the most simple.

As the food blogger herself told the ABC:

"We're a proud nation. We create things, we grow things, we manufacture things, we build things. We need to get behind that and the most basic thing we can do as a consumer is buy the Australian product,"


2. An Easy Call to Action (CTA)

Every great campaign must have an easy to implement call to action.

This one was simple - enjoy SPC product on Sunday.

3. Simple Creative Brief

Share an experience (recipe, moment, product usage) on social media.

4. Raise Awareness to Shift Product

Raise awareness of the issue and how you as a consumer can help solve it.

This motivated people to be aware of the issue and buy the product.

A case of cause related marketing.

Buy the product because you care about the cause and the future of the company.

5. Build On Back of Media Awareness

The SPC funding issue dominated the news and divided the community.

Should the Government spend $25 million dollars of taxpayers money to support or prop-up a commercial enterprise?

Leverage off media coverage in mainstream media.

When an issue is hot - timing is everything .

6. Make It Visual

Social media is all visual - it is all pictures.

The idea to share photos was brilliant and instagram really came into its own as a social media marketing tool.

7. Few Words

The fewer the words the better.

In this case alliteration (the repetition of the same sounds or of the same kinds of sounds at the beginning of words or in stressed syllables of an English language phrase) was used to great effect in "SPC Sunday".

Using the product or brand in the tagline was also a brilliant strategy.

8. Use Emotion

There's an old saying that "facts tell and emotions sell".

Keep it warm and fuzzy.

Appealing to a consumer's sense of nostalgia was a stroke of genius by the food blogger as she explains in another media interview.

"It totally touched the hearts of people. I think we're seeing so many people now who realise that we are Australians and we have to fight for other Australians. And it's not an angry issue either; it really is a genuine, caring, heart-felt one and something that we can all tap back into our childhood, so there's this lovely sense of nostalgia."

"I had someone yesterday tweeting a picture of using her grandma's jaffle iron to make an SPC baked bean jaffle for lunch. And so there's that. There's that wonderful sense of nostalgia and sharing something with their families that they've grown up with. Creating a tradition really, a family tradition that helps people. What's not to love?"

9. Simple Hashtag

#SPCSunday

The speed at which twitter can gain a following is truly amazing.

The simpler and more memorable the hashtag the easier it is to share.

10. Back-up with Traditional Media

Once the idea gained momentum tradition media picked it up and then it spread further.

 Supermarkets picked up the vibe and ran with it in their advertising.

Then the company used traditional advertising to reinforce the brand and message and say thank you.

This completes the circle.

In summary, a brilliant, easy to share and act on strategy that had me reaching for the can of SPC peaches for dessert on a Sunday night, even if I didn't take a photo and tell the world about it!

Need marketing help - a marketing plan, marketing mentoring or a marketing speaker? Contact me here.











Maximising Marketing Effort Course - Kuala Lumpur 18th and 19th February 2014

Another successful course completed. Maximising Marketing Effort Course - Kuala Lumpur 18th and 19th February 2014. Pictured with delegates.



Contact me if you want a marketing speaker, marketing plan or marketing consultant.

Public Speaking Training Perth - Feedback from Powerful and Persuasive Speechwriting 25th February 2014


Feedback from delegates (pictured) for a Public Speaking Training course in Perth - "Powerful and Persuasive Speech writing" 25th February 2014

"I liked how he was able to get across all the relative structures and complexities of presenting and preparing for speeches," Trevor Dixon, Managing Director KIN Mining

"Practical, personal and interesting." Rowan Tracey, Accountant HLB Mann Judd

"I liked the way Tom looked at things in a different way and structure," Tracey De Pinho, Manager HLB Mann Judd

Book for our next course on Tuesday April 11th 9.30am to 1pm at HLB Mann Judd, Perth.