Monthly Archives: June 2016

Sous Contrôle Régulier

This Foodie Friday I’d like to revisit the subject of sous vide cooking. I blogged about this (you can read that post here) 18 months ago after I received an immersion circulator as a gift. I’ve come to love cooking this way. Not only is it easy but the results are amazing.

For those of you unfamiliar with the term, sous vide (literally “under vacuum”) is a cooking method in which the food is placed in a container of some sort (I generally use a Food Saver bag) from which the air is vacuumed out. The sealed bag is then placed in a water bath which is held at a constant temperature by the immersion circulator. It can’t overcook since it never gets hotter than the target temperature you set. While, for example, the center temperature of a steak you cook on a grill might be perfect, the outer 40% is probably overcooked (that gray layer is overdone, friends). That doesn’t happen using sous vide, although you do need to sear the outside of anything you cook briefly once it’s done.

During the earlier post, I made the business point that sous vide thinking in business is dangerous because it might lead to complacency since the method is very “set it and forget it.”. I failed to mention, however, the good things we can learn in business from sous vide. The key to this method isn’t really the vacuum – it’s the steady temperature control.  This sort of constant environment provides a couple of advantages.  Not only does it prevent overcooking as mentioned earlier, but it also is very repeatable. Maybe instead of being labeled “under vacuum,” this method should have been called “under regular control.”

The analogy to business is pretty clear in my mind.  Having worked for bosses who are very hot and cold (much like an oven’s fluctuating temperature), I can tell you that I much preferred working with managers who were more on an even keel.  I’m sure your staff, co-workers, partners and clients feel the same way.  Fostering repeatable results from our team is one of the role roles any manager plays. The fact that the food is in a bag, a closed environment, plays a role as well.  The bag keeps all the moisture in so the food braises.  If you’ve ever had a nicely braised short rib or lamb shank you can appreciate how wonderful the results can be from this method.  In business, keeping an inclusive team mentality is the equivalent of a closed bag in my mind.

I’ll repeat the warning about complacency, but I can’t recommend using the regular, even control of sous vide strongly enough, both in the kitchen and in business.  You in?

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Filed under food, Thinking Aloud

Counting On Social

I can’t think of a single company with which I’ve had contact in the last year or two that isn’t somehow engaged in social media marketing. Maybe it’s a Facebook page or an Instagram account or maybe it’s just executives posting on LinkedIn. It’s always surprising when I inquire about the other end of that content funnel. How is social working? What are your goals? The surprise has to do with the lack of a coherent plan to track and measure the social media efforts these companies are making. I’d like to provide a little food for thought on that today.

First, it goes without saying that however you’re measuring social it should also integrate into whichever analytics platform you’re using. It’s really pretty easy to tag, for example, any URL with the parameters needed by Google Analytics to report social activity beyond the defaults offered along with any supporting ads you’re running or email campaigns. It’s a little more effort but possible even to track “dark social” that way using a combination of custom segments and/or third party tools. Dark social, by the way, is the term used to refer to all that wonderful content you produce that’s shared among readers via email or text messages or some other non-public platform. Some folks have figured that as much as 85% or more of content is shared that way, so you shouldn’t ignore it.

Back to our topic. Analytics measure “how much”. In addition, you need to be measuring how readers feel. It’s not a great situation to have a lot of consumers posting and sharing negative things about your brand. If you’re only measuring how much activity, that might look like a win. At the most simple level, you should be paying attention to comments and posts. There are free tools available to locate and compile this information. You can then do your own sentiment analysis or use a tool to do so if the volume is just too great (a good problem to have!).

Finally, you should try to understand how many of the people who follow you on one platform are also tracking you on others.  These “superfans” are probably your best targets and the ability to identify them in order to reward their loyalty is a massively impactful bit of research.  You can’t ignore the analytics most platforms offer as well.  They can help in understanding not only who your audience is but what resonates with them (and that’s really true if you can add the dark social shares discussed earlier).

Wha to measure?  I’m not going to tell you since whatever it is needs to reflect your business goals and the tactics you’ve taken.  There is a pretty good list in this article to help your thinking but I’d urge you to get beyond the quantitative things such as “likes” or “followers” and more into the qualitative things such as engagement.  What’s important is that you not just throw your social efforts out into the digital ozone.  OK?

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Filed under Consulting, digital media

Telling Customers To Go FICO Themselves

Today’s screed is yet another instance of someone committing the grievous error of telling the truth about his organization’s bad behavior, and doing so in a public forum! Not surprisingly, this executive comes out of the cable industry, which is renowned for having a somewhat less than favorable reputation among consumers.  This guy isn’t helping.

Let me state upfront that I know plenty of cable executives.  I grew up in the TV business with some. Heck, I’ve even had them as clients (none of them are at the moment!).  I will categorically state that they are generally good business people and even better human beings, at least most of them.  I’m not sure why the cable industry has the generally lousy reputation among consumers, but facts are facts.  This statement, spoken by the CEO of Cable One might shed a little light on it:

According to company CEO Thomas Might, the Phoenix, Ariz.-based MSO has deployed a “very rigorous FICI credit scoring process” on its video customers since 2013.  “We don’t turn people away,” Might said, but the cable company’s technicians aren’t going to “spend 15 minutes setting up an iPhone app” for a customer who has a low FICO score.

Yes, you’re reading that right.  He’s happy to take the money of people with bad credit scores but he’s not going to service them to any degree.  As you might be aware, not everyone with a bad credit score is of lesser means.  Maybe you had a billing dispute so you didn’t pay it and the vendor put through a ding to your credit report.  Maybe you didn’t get paid by clients and you couldn’t pay some bills. Or maybe you just live in the “wrong” neighborhood.  In any event, Cable One isn’t going to service you even though you’re paying the same fees as the folks with sterling credit scores.

It goes without saying that  every one of these customers is signing the same contract with the cable company and, therefore, is entitled to the same support for the level of cable service they’re buying. Not in the CEO’s mind. In my mind, discrimination of any sort is a bad idea.  That’s not to say rewarding your best customers with “extras” is bad – it isn’t.  That’s not what we’re seeing here.  This is denigrating the basic support a customer can expect based on a measure of that customer’s financial stregth, and I think it’s wrong.  You?

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Filed under Consulting, Huh?