About a book: momentum by Shama Hyder

Six years ago, when I reviewed her previous book The Zen of Social Media Marketing, I wrote about how smart Shama Hyder is. So, when her team asked if I'd review her new book, momentum, I said absolutely.

SH-Book-momentum_03momentum landed at my doorstep at a tumultuous time in my life, and I'm embarrassed to say I sat on it for a few months until I could find the focus.

I'm glad I found that focus, though. The book is absolutely worth a read if you're starting a business, in business, or need to rethink your social marketing strategy.

It's most important if you're not integrating your online and real-world marketing strategies.

Hyder details five principles: Agility, customer focus, integration, curation and cross-pollination. She also includes a bunch of tools and takeaways, and I'm not going to spoil those, or you won't need to read the book, which means you won't need to buy the book, which means she would have sent me a book to read for free and then I gave away the good stuff. Instead, I'll clue you in to my notes.

I will say, first, that the book is astoundingly simple to follow. Hyder includes real-world examples, and runs a narrative of a fictionalized sports drink company throughout the book, so you'll be able to see what the strategies she outlines look like in action, rather than having to figure out how the strategies apply to you.

I have two different note-taking strategies for books. One is to use a single notebook, which has the drawback that if I'm taking notes on multiple things concurrently, they get mixed. The other is to use Post-It Notes upside-down (so that the sticky bit is at the bottom), so that when the note is full I stick it to the last page I took a note on and the notes are right-side up. That has the drawback of a bunch of little pieces of paper, but more continuity.

I used the latter method for momentum. Here are some of the highlights from my notes. Bold items are my favorites.

• Targeting very specific individuals is now very easy.
• Marketing used to be an outward push; now it's an inward pull.
• It's easier than ever to analyze effectiveness and change strategy mid-campaign
• There's a ton of data now; use it to be agile. Track and adapt.
• "Agility in marketing leads directly to marketing momentum" (p. 20) — when the lights went out in the Super Bowl in 2013, Oreo took to Twitter for an unplanned campaign
Nothing is sacred
• Identify your goals, make them clear and understand who is in charge of them
Be specific about your targets
• Create overall strategies, then drill down to individual campaigns, and be willing to change those individual campaigns
• Be patient, track, change and automate
• All your online activities should be integrated
• People use social media to show themselves off, not to connect; that makes it easy to figure out how your target customers present themselves and you can then make that happen with your product
• Sometimes going viral is luck, but by making a campaign personal, you can get there predictably
• Use existing data to answer specific questions about your customers
• Create a customer persona with a detailed background — it will help you understand the customer better
• Survey, analyze, listen and test
Conversations are better than monologues
• Connect with influencers among your customer groups
• Your customers should have a consistent brand experience whether they find you on Instagram, Twitter, a radio ad or a billboard
Stop separating your digital and traditional marketing groups
• Find ways to integrate your digital and traditional marketing, such as posting radio and TV ads on YouTube and asking someone to like a Facebook page on your company's business cards
"Information is not a substitute for knowledge." (p. 99)
• Outside content is important — don't only push your own content.
• Partner with your partners — if a store that sells your product is having a sale on other items, promote that sale and maybe people will pick up your product, too.
Close the loop: Introduce your partners to each other
• Return on investment (ROI) is no longer about money coming in, it's about relationships being built

I hope you go pick up a copy of momentum, wherever you are in your business. Take the advice personally, and take it seriously. It's meant for everybody.

Disclosure: Book provided for the purpose of review.

Josh: The Podcast, Episode 20: Goals

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Hey, goals are important, and we're almost two-thirds of the way through the year. Plenty of time to set some new goals, but also a good time to check in on where you are with your aims for 2016.

Links:
Please note this event has moved to September 15 Ladies' Night and pin ceremony at Zerubbabel Lodge #15
Join my work-life balance circle
Yearlong running goal
Resolutions for the Rest of the Year

Bonus material for patrons is a little memory from childhood. I mention MLB.tv.

Don't forget to visit the Patreon page and subscribe at one of these great places:

iTunes
Player.fm
Google Play
Stitcher
Libsyn (RSS)

See more episodes on the podcasts page.

Support the podcast:
Patreon
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Shop at Onnit
Join Dollar Shave Club

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Happy birthday, Jenny

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On the first of August, I sat down to work, and found my mouse was difficult to move. I should mention that's unusual. It's a laser mouse, I have a fairly smooth non-reflective mouse pad, and my wrist is in fine shape.

It turns out there was a sweet note from my wife, Jenny, who decided August was going to be "love notes for Josh" month.

Awesome, right? Definitely. She always is.

It's Jenny's birthday. So, happy birthday, my love.

If you're looking for something to get Jenny for her birthday, might I suggest liking her Facebook page and following her on Twitter?

Still one of my favorites, this song was the recessional at our wedding.

Josh: The Podcast, Episode 19: Time out

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We're out on vacation for a little while, and we want to make sure you remember to take a break every now and then, too! Enjoy this story of a little misadventure adventure weekend.

Links:
Please note this event has moved to September 15 Ladies' Night and pin ceremony at Zerubbabel Lodge #15
Join my work-life balance circle
Feather Nest Inn (they seem to have cleaned up a bit!)
MassLive

Bonus material for patrons is a reminder to get outside.

Don't forget to visit the Patreon page and subscribe at one of these great places:

iTunes
Player.fm
Google Play
Stitcher
Libsyn (RSS)

See more episodes on the podcasts page.

Support the podcast:
Patreon
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Shop at Onnit
Join Dollar Shave Club

The songs of our lives: A music meme

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Mitch did this post about songs, and I thought, oh, hey, Mitch has a good idea once in a while, maybe we'll make that a meme and steal it. Sorry, Mitch. At least I credited you.

That's OK. We don't have much in the way of overlapping answers. But now I need to dig out my "Thriller" album. Thanks for that, Mitch.

Anyway, feel free to keep it going. What are the songs in your life?

1: A song you like with a color in the title

"Man in the Long Black Coat" by Joan Osborne (covering Bob Dylan)

2: A song you like with a number in the title

"Gimme 3 Steps" by Lynyrd Skynyrd

3: A song that reminds you of summertime

"Bittersweet Symphony" by The Verve

4: A song that reminds you of someone you would rather forget about

"Everything About You" by Ugly Kid Joe

5: A song that needs to be played LOUD

"Thank You (Falletin Me Be Mice Elf Again)" by Sly and the Family Stone

6: A song that makes you want to dance

"El Sopon de Yuya" by Edesio

7: A song to drive to

"Blitzkrieg Bop" by The Ramones

8: A song about drugs or alcohol

"Lust for Life" by Iggy Pop

9: A song that makes you happy

"What I Got" by Sublime

10: A song that makes you sad

"Strange Fruit" by Billie Holiday

11: A song that you never get tired of

"Thunder Road" by Bruce Springsteen

12: A song from your preteen years

"Bonin' in the Boneyard" by Fishbone

13: One of your favorite 80ís songs

"Superman" by R.E.M.

14: A song that you would love played at your wedding

"Home" by Edward Sharpe & the Magnetic Zeros (this was our recessional)

15: A song that is a cover by another artist

"Everybody Knows" by Concrete Blonde (original by Leonard Cohen)

16: One of your favorite classical songs

Mozart's 41st Symphony

17: A song that you would sing a duet with on karaoke

"Opposites Attract" by Paula Abdul and Wild Pair

18: A song from the year that you were born

"Play that Funky Music" by Wild Cherry

19: A song that makes you think about life

"Knowledge" by Operation Ivy

20: A song that has many meanings to you

"Goodnight, Irene" by Brie Sullivan, Andrea Coller and Zach Root (original by Leadbelly)

21: A favorite song with a personís name in the title

"Jolene" by Spring Heeled Jack

22: A song that moves you forward

"Sometimes" by Michael Franti & Spearhead

23: A song that you think everybody should listen to

"U.S. Blues" by The Harshed Mellows (original by The Grateful Dead)

24: A song by a band you wish were still together

"King of Spain" by Moxy Fruvous

25: A song by an artist no longer living

"Under Pressure" by Queen with David Bowie

26: A song that makes you want to fall in love

"When I Fall in Love" by Nat King Cole (too obvious?)

27: A song that breaks your heart

"Martha" by Tom Waits

28: A song by an artist with a voice that you love

"Take This Waltz" by Leonard Cohen

29: A song that you remember from your childhood

"Perhaps Love" by John Denver and Placido Domingo

30: A song that reminds you of yourself

"Comfort" by Emily Shore

Josh: The Podcast, Episode 18: A monologue about dialogue

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"I never learned anything while I was talking," Larry King tells Lewis Howes in a recent podcast. "If you could put a billboard anywhere in the world, what would it say?" Tim Ferriss asks Cal Fussman. "One word: Listen," the writer replies.

Have a conversation, learn something. We are way more alike than we are different.

Links:
Please note this event has moved to September 15 Ladies' Night and pin ceremony at Zerubbabel Lodge #15
Join my work-life balance circle
Conversation: Remembering a time before social media and cell phones
Cal Fussman on Tim Ferriss' podcast
Larry King on Lewis Howes' podcast

Bonus material for patrons is about stillness.

Don't forget to visit the Patreon page and subscribe at one of these great places:

iTunes
Player.fm
Google Play
Stitcher
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See more episodes on the podcasts page.

Support the podcast:
Patreon
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Small decisions are the difference between good enough and great

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I was running south down Drayton Street, along Forsyth Park, on yet another high-heat, high-humidity day in Savannah.

It seems like every time I've looked down at my phone's weather application the past two months, it says something on the order of "92°, feels like 109°."

I'd been frustrated by my inability — really, lack of true desire — to push past two or three miles (I'd been running two or three times a day sometimes to get some time in on the pavement).

That particular day, I had set out to run five miles, and here I was, about 2.25 miles in, drenched, sagging and miserable. Up ahead about a quarter mile — well within my view — was a corner.

I could turn left, and get home in about a mile, or I could turn right and keep going. I could go home, get comfortable and tell myself I was going back out later, or I could push myself through.

Let me note here that in general, five miles is not a stretch for me. I'll run my second half marathon this fall, and I've set a running goal of 1,000 miles this year.

At 10 minutes per mile, a quarter mile is two minutes, 30 seconds. That's not a long time if, say, you're driving to Baltimore. But just sit there and count off two and a half minutes. Go ahead. Bet you last about 15 seconds and say, "OK, I get the point."

Two and a half minutes of norepinephrine nudging me to the left, saying, "hey, three-plus miles on a really hot day isn't all that bad!" And a piece of my brain, feebly frying in the July heat, meekly responding, "no...I'm...running...five...today."

Kelvin and I did a podcast on this yesterday.

It's these bouts of internal arguments that make the difference between settling for good enough and going for great.

It's these little corners — turn left or turn right — that make the difference between the comfortable status quo the uncomfortable moments required for growth.

It's these decisions you make — be good enough or turn toward greatness — that define who you become.

I ran a touch over 5.6 miles that day. Which way would you turn?

Josh: The Podcast, Episode 17: Nothing is irreversible (well, almost)

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Links:
Ladies' Night and pin ceremony at Zerubbabel Lodge #15
Join my work-life balance circle
Talk yourself into the hard stuff

Bonus material for patrons is about how to respond when being challenged.

Don't forget to visit the Patreon page and subscribe at one of these great places:

iTunes
Player.fm
Google Play
Stitcher
Libsyn (RSS)

See more episodes on the podcasts page.

Support the podcast:
Patreon
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Shop at Onnit
Join Dollar Shave Club

Work-life balance for the perpetually busy: Join my Circle

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Before you read this, you should go learn about Creative Coast Circles from the other two charter hosts, Andy Cabistan and Casey Herrington.

Look, we all struggle from "busyness." We're all employees or employers or entrepreneurs or parents or husbands or wives or children or siblings or, more likely, some combination of all of those things. We all need sleep, exercise, food and a bunch of other things for healthy living.

Before you get mad about being asked to do one more thing, remember the old Zen proverb, "You should sit in silence for twenty minutes a day, unless you are too busy, in which case you should sit in silence for two hours."

On the second Wednesday each month at 1 p.m., I will host a Circle at Gallery Espresso, on the southeast corner of Chippewa Square in Savannah. We'll limit the group to seven participants, and we're willing to be flexible on the time and location after a few meetings, BUT understand that The Creative Coast requires commitment for this: you must attend each month.

We'll discuss things like routines, understanding the difference between important and urgent and in general flush out how everyone deals with the everyday challenges of being able to enjoy your life.

Our first meeting will be August 10. Fill out this form to RSVP. Hope to see you there.