Posts Tagged ‘Dublin’

Facebook capitalises on Celebrity Endorsements and Influencer Marketing

August 31, 2017

Recently Facebook announced new controls and capabilities for branded content marketers.

What does this mean?

For brands

This means that any influencer sponsored content can be seen and promoted by the brand once it is tagged and flagged. This gives the brand the ability to publish the post and also reach bigger audiences by boosting it.

Facebook - Influencer content

Once boosted the post will then appear with a ‘sponsored‘ tag allowing followers to see what is a paid for collaboration and what is not.

Facebook - Influencer posts

Now I know people are thinking about ways of getting around this but lets face it, it’s Facebook and there is no way around the all seeing, all knowing Wizard of OZ!

What will happen and is happening quiet frequently already, is that Facebook will suppress posts that do not carry any budget. Without extra budget a collaboration with an influencer may not generate the desired results/visibility.

A really positive outlook for this new change with Facebook is that brands can have peace of mind when it comes to being properly represented and can be selective with who they work with. Another plus is that the post will appear as originated by the creator with access to the content insights such as reach, engagement, total spend and cost per 1000 impression(CPM) to help them determine the effectiveness of posts that creators tagged them in.

For Influencers/Celebrities

This new way of collaborating on Facebook is a great way to show their followers how selective they are when choosing a brand to work with and to show that they are loyal to brands, not just promoting brands for the sake of it.

A lot of influencers are already very selective about the brands they work with it but this will change how some influencers approach this part of their job.

It will also separate those who have always been true and honest to their followers from those who are taking everything on in order to build a following and reach that “Everyone who wants to work with me” status, ultimately rendering their audience useless!

For PR/Digital Agencies

For agencies this is great news and helps when preparing post-campaign reports as well as building relationships for all involved – We love MEASUREMENT! (well our clients do!).

Your clients can rest easy that the collaborations you have suggested with the influencers you suggested were worth the spend. With access to the content insights all parties can see the results enabling you to measure what activity was the most successful and with what influencer. This can determine who the client might work with again in the future.

This new approach could see brands turning to lesser know influencers or celebrities that are not as much in the limelight as The Kardashians but have a genuine following. Choosing to work with then could allow brands to reach a bigger audience that they may not have tapped into yet.

For more information check out the Facebook announcement here: www.facebook.com/business/news/new-controls-and-capabilities-for-branded-content-marketers

Arlene

Arlene Foy is an Account Manager with Fuzion Communications, a full service agency who have offices in Dublin and Cork. 

Fuzion offer a full Social Media Consultancy service.

Spinners, Patents, Trade Marks and protecting your most valuable assets

August 30, 2017

Spinners

Most parents will no doubt be aware of the latest on-going fad; fidget spinners.

Few will realise however that the original inventor of the fidget spinner, Catherine Hettinger, has lost out on millions because she did not take steps to renew the US Design Patent, which she previously took out for her invention.

Design Patent

In a nutshell, a Design Patent (simply known as Design Registration in Europe) is a monopoly right given to you by the territory where you require protection in return for your agreement to publish the details of your design. This means that nobody can use your design without your consent, which is usually granted by means of a written licence agreement.

In most countries, your Design Registration will last for 25 years provided you pay a renewal fee every five years.

On a recent trip to Florida, I learnt about Catherine Hettinger’s unfortunate story. Due to the perceived high cost of renewing her Design Patent, Ms Hettinger allowed it to lapse. This meant that she could no longer prevent third parties from using and commercialising her design.

As expected others have now commercialised Ms Hettinger’ design and have earned millions from doing so. Catherine Hettinger’s tale is a salutary one and applies equally to brand and new business owners.

Trade Mark

All too often, businesses will spend considerable time and money in developing and bringing a new brand to market, but will fail to take any steps to protect the very brand they have spent so much developing.

Unless you have been trading under a particular business name or have established significant business goodwill under your brand, you will find it very difficult to stop a copycat from starting a business under an identical or confusingly similar brand.

The only way you can stop a copycat if by registering your brand as a Trade Mark.

What is a Trade Mark?

A Trade Mark is essentially any sign you use in your business to distinguish your products and/or services from other traders.

By registering a Trade Mark, you get an instant State backed exclusive right to prevent others, without your consent, from using identical or similar signs upon, or in relation to the goods and/or services covered by your registration.

If you find that somebody else is using a sign which you believe is identical or confusingly similar to your trade mark, you only need to produce your Certificate of Registration in court as proof of your right.

Without this trade mark registration, you would have to convince a court that you have been trading long enough to establish a protectable business goodwill under your business or brand name.

Obviously, new business and brand owners will not even be able to get past this first hurdle.

A Trade Mark registration also has other advantages.

For example, few businesses realise that their brands are their most important and valuable assets. The law recognises this and therefore regards a trade mark registration as a property right. Like any other property right, you can use your registered trade mark, or registered design, as collateral for loan or investment finance.

I once acted for a client who did just this and was able to save its business from collapse. Trade Mark and Design registrations can also be licensed, transferred and bequeathed like any other property right.

Trade Mark and Design registrations also have the advantage that they are protected as property rights under the Irish Constitution and the EU Charter of Fundamental Rights, which effectively makes it near impossible for the Government to sequestrate it.

So, what does it cost to secure a trade mark registration?

Like Catherine Hettinger, many businesses are initially put off by the upfront costs of protecting a brand by means of trade mark registration. This is false economy.

By way of illustration, the upfront cost of registering your brand as a pan-EU trade mark (EUTM), without any objections or challenges, starts at approximately €1,500 ex VAT.

While this might seem a lot to many SMEs, you have to bear in mind that you are securing a monopoly in each EU Member State for an initial period of 10 years (an EUTM can be renewed indefinitely every 10 years). Rounded up slightly, this works out at an annual cost of €5.50 per EU Member State. I know of no insurance policy that would cost this little!

Niall Tierney - IP LawyerNiall Tierney

Niall Tierney is an IP lawyer located in Dublin, Ireland brand – Design protection lawyer and Managing Director of TIERNEY IP, a specialist law firm which assists and advises businesses in clearing, protecting, enforcing and monetising trade marks, designs and other Intellectual Property rights.

If you would like to discuss the protection of your brands or business names, please email Niall at niall@tierneyip.com. Alternatively, he can be reached at 01 2544116.

10 Years of Hashtags – The Magic is in The Message

August 23, 2017

Hasttags Explained

I see the confused look on their faces and Hashtags are often just one step too far!

What is all this hashtag business?” I get asked.

At times it does feel like we are talking another language…

At my social media courses I think it is the one thing that definitely seems to bother people the most. It is a step too far: On Twitter they understand followers, they get following and know that tweets must be less than 140 characters but the mere mention of Hashtags and it seems to add that Tipping Point of confusion that never fails to get a few moans and groans of exasperation. Too much!

So what the hell are these nasty things and how and when might you use them?

In very simple terms a Hashtag is a means of adding a “tag” or label to a post (tweet) on Twitter by using the “#” symbol followed by a continuous set of characters. This is normally a word or a few words joined together.

For example if I prepared a tweet about a new shop opening in town I might tweet “Great to see a new shop opening on Grafton Street #Positivity

When you do this on Twitter it automatically changes the colour of this text, making it stand out and it also adds some “link” functionality to that word(s). If you click on this “link” Twitter will display a list of all the tweets where this hashtag was used.

In a way it gathers them together, which is really handy if it brings the reader to a bunch of tweets about a topic they were very interested in.

While Twitter will track popular topics and show you the keywords that are used most frequently in posts (trending) it will also track the most frequently used hashtags. If everyone who is talking about a popular topic uses a particular hashtag to label these posts it not only gathers them together but it also helps to get the topic trending.

Hashtag ExplainedSo when might I use a hashtag?

For me the single biggest advantage to the use of a hashtag is the simple colour change to that keyword. The text appearing in a different colour draws the readers attention to it and when used properly it can help to communicate the subject matter of that post. The link functionality as discussed earlier is an added bonus.

You can use your own hashtags (there is no ownership of them) or decide to join in on conversations about topics where a particular hashtag is being used already and use it in your posts – this can give you and your tweet visibility if this topic has stirred up a lot of interest.

For me a hashtag can be used in a powerful way to signify a Key Message of yours or a significant  “Breadcrumb” (click that link for my blog about key messages) that you wish to leave behind about you and your business for the reader.

You might use a hashtag to label posts about:

  • An event or concert #LondonFoodFest or #EP14 (Electric Picnic 2014)
  • Elections #LE14 (Local Elections 2014)
  • A place #Dublin
  • A cause #LGBTRights
  • A sentiment #LoveCork
  • An outlook #Positivity
  • A philosophy #WinHappy
  • A show #Murnaghan
  • Your team #LFC #YNWA
  • Publicising job opportunities #Jobs or #JobFairy

You can use the hashtags in very many ways to suit the occasion and to draw extra attention to the point you want to make or a particular keyword(s) in your post.

Murnaghan

You will find the more progressive TV shows will encourage the viewer to tweet about a topic being discussed and will suggest a hashtag to use – in a way the viewer is asked to “join the discussion“.

Hashtags are also appearing in adverts for brands, where they are often used to help create an association for the consumer between a sentiment and the product or service #LoveLife.

For me hashtags are used best when you decide on a “family” of these, which should be used consistently for you and your business.

Having decided on your key messages you might devise a range of hashtags that might best be used to communicate these little breadcrumbs about you and your business.

For example a restaurant in Dublin who prides themselves on using local artisan suppliers, who have an extensive menu with good gluten free and vegetarian options, who stock a range of craft beers and is very proud of the city and who offer free treats on a Tuesday, might regularly tweet using hashtags such as:

#SourceLocal #Artisan  #GlutenFree  #VegMenus  #CraftBeers  #LoveDublin  #TreatTuesday (hopefully not all at the same time!)

When you are posting you are best keeping your hashtags as short as possible, memorable and try to use them just one at a time in tweets. Used consistently and in the right context you would be surprised how quickly a place gets known for these things.

For example when I tweet I use hashtags a lot to draw attention to particular things in my posts and the ones I use most frequently are #Positivity (when talking about good news or job announcements) #WinHappy (when talking about Fuzion – this is a core philosophy) #FuzionFriday (when talking about our Friday lunch with the team) #FuzionPlaylist (when I mention the music playing in the office).

It amazes me when people play these back to me (“I’d love to join ye for FuzionFriday some day”) in the context that I intended and I then realise that I have managed to convey our key messages effectively by using this simple Twitter device.

I do fully understand people’s frustration with all of this new media and it’s quirks and idiosyncrasies but most of it is built to be easy to use ….once you know how!

You may prefer not to use hashtags at all (sometimes there may be no need) but if you want to get that special message across then start using this new language…

 #HashtagHeaven

Greg Canty is a partner of Fuzion Communications

Fuzion Communications offer Social Media Consultancy and Training from our offices in Dublin and Cork, Ireland

Don’t forget about the books

July 17, 2017

There is an urban legend about an architect that designed a library.

In his calculations he forgot to factor in the weight of the books, so when the library was complete and filled with its contents it began to sink.

Although it is an urban legend the story hosts a very important point – Never forget about the purpose.

For example, when I design a logo and the client wants something beautiful and creative, it is easy to get carried away with aesthetics and forget about the purpose of a logo.

A logo is an anchor point for your business and it can often be the first impression a customer has with your business. It needs to represent you, what you stand for, who you are, what you do and what makes you unique – and it needs to do this immediately.

Always keep in mind the purpose of what you are doing.

Paul Wade - Fuzion Graphic DesignPaul Wade

Paul Wade is part of the Graphic Design team at Fuzion Communications who have offices in Dublin and Cork, Ireland

Gina London: You are who you choose to be, so change is possible

July 5, 2017

Best mans speech

It was my brother’s wedding and as the best man,” my Dublin taxi driver tells me, “I’m supposed to give the toast.”

Now, I’m not a reserved individual. I’m normally outgoing and confident. I’m a national handball champion,” he says. “But when I stood up to speak, I suddenly blanked. I couldn’t remember a word. I looked down at the notes I was holding but my hands were shaking so much, I couldn’t read. I bombed.”

That was 21 years ago, he says as the taxi nears my destination. My handball-champion driver says he lives in dread considering that one day in the future he will be expected to give the eulogy at his elderly father’s funeral.

Do you label your public-speaking ability or leadership style by a single experience? During the recent Fine Gael debates, one of the candidates stated: “I am what I am” when asked about himself.

Are we? Is it that all there is?

I am who I am” sounds like a passage from God in the Bible or Popeye in the cartoons,” retorts Alan Weiss, PhD, an American thought-leader in career coaching and consulting whom the New York Post describes as “one of the most highly-respected independent consultants in the country” and whom I interviewed via email.

His latest book, co-authored with another notable American executive coach, Dr Marshall Goldsmith, is Lifestorming, Creating Meaning and Achievement in Your Career and Life. Between the two of them they have written more than 100 books on human behaviour.

Your past does not define your future.

When I asked Alan if he wanted to share any Irish experiences he may have had, he wrote: “I love the joy of the Irish and I loved driving through the Northwest, but I never had a question answered without the prefix, ‘After 800 years’ of British oppression‘.”

I hear that prefix all the time, too. Of course, experiences from our past may be part of our story.

But we can learn from them and move forward. They do not need to define us.

We can change.

Acting in any way and denying the ability to change and alter for the right occasions bespeaks someone who is so completely inflexible and self-centred as to be oblivious to others.” Alan says. “Who chooses to be boring?

I would expand upon that adjective by adding, fearful, or timid, or cynical, or whatever other limiting label we – or perhaps others – may attach to ourselves. We do not have to stay married to it. If a personality label is holding you back, take action to start unloading it now.

You can change.

Character can be developed. Lifestorming identifies six building attributes which can be improved on with respect to others,” Alan says.

There is no balance between competence and warmth. They are both rheostats. Not on/off switches.”

Leaders are made, not born. Most of the literature shows that the critical feature of successful leadership is flexibility, not some perfect style.”

Machiavelli said that successful people adapt their manner to the times.

Consider a single bold action to reboot your character in a positive way

For instance, I met Alan four years ago, when I was living in Italy. I had read a couple of his books and reached out to him to say how much I appreciated what I had learned.

If you ever come over here to visit,” I tagged, “I’d be delighted to buy you a cup of coffee.”

A few months later, he and his wife came over on summer holiday and I caught up with him in the marbled lobby of the Four Seasons in Florence where they were staying.

He didn’t take me up on that coffee, but he did give me invaluable advice.

Understanding that my inability to speak Italian at a professional level was limiting my ability to properly network and develop my own consulting business, Alan encouraged me to seek out an English-speaking country.

I did. And now, after two years living here in Ireland, it has made a world of difference. I am grateful.

So, to my taxi-driver, don’t wait until your father is dearly departed.

Take charge of your fear of delivering a speech in public. Write a rip-roaring eulogy for your dad.

Invite over loads of friends and family. Present your speech to everyone gathered while your dad’s alive to hear it.

He’ll thank you for it and you will thank yourself for taking the step toward changing your personal outlook.

What about you?

What is your limiting label? What can you do today to shed it?

We are who we choose to be.

From presentations, to one-on-one scenarios, from spoken to written if you have a question about communications that you would like me to deal with in my column in the Sunday Independent please send me an email at gina@fuzion.ie .

Gina London - Fuzion CommunicationsGina London

Gina London is a former CNN anchor and international campaign strategist who is now a Strategic Communications director with Fuzion Communications. She serves as media commentator, emcee and corporate consultant. @TheGinaLondon

Changing from Doubters to Believers

July 1, 2017

Jurgen Klopp - Doubters and Believers

When Jurgen Klopp took over as manager of Liverpool FC in October 2015 he made a huge statement to the worldwide fan base through the media with a simple message:

We have to change from doubters to believers

Jurgen is clever, he quickly picked up on the mood at this famous, previously successful club and he knew that very often it is strangled by the quick loss of faith by the fans if something doesn’t go the team’s way on the pitch during a game.

The fans groan “same old story“, “we’ll throw this one away“, “that fella’s useless” ..when that negativity creeps in it spreads like a virus and before you know it everyone is a doubter.

Fans stop cheering, fans leave early, players get nervous, they choke, fans stop attending, the team starts losing, corporates stop entertaining clients at games, sponsors move on, the best players at the club want to leave and others don’t want to come to the club, success gets further and further away.

Jurgen understood this and from the beginning he sent messages to fans in his press conferences, in the match programmes and during the games he encourages them (by gesturing frantically!) to support and scolds them for not doing so – at a match that wasn’t going according to plan at the very beginning of his reign he scolded the fans who left early in his post message press conference – you can play your vital part in the success of this team.

We are all like Jurgen with the teams that work with us, with our customers (or clients if we are being posh) with those who we would like to be customers and all other stakeholders.

We have to change them from Doubters to Believers.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, a full-service agency that offers Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

 

 

Don’t fear the darkside!

June 20, 2017

Fear of the darkside

As 2017 dawned, I found myself jobless.

This was ironic, considering I managed to hold onto a full time job throughout the recession, only to be made redundant as our economy turned the corner.

Instead of accepting one of the cool, interesting, and maybe most salient at the time, PAID opportunities that I was presented with in the immediate aftermath of my redundancy, I decided on the far riskier move, and take a career break.

After an enjoyable, rewarding but ultimately all-consuming role as Southern Correspondent with UTV Ireland, I was exhausted. I needed time to take stock, and re-charge before I set off on my next adventure.

Surprisingly, to myself more than anyone else, I absolutely loved my time-out.

I revelled in my free time, I read great books that had nothing to do with my profession. I allowed my mind to wander as I filled the black and white pages of my colouring book with doodles. I had some great conversations with great people including friends I long neglected as I chased story after story.

By April, I came around to the idea of hopping back on the 9-5 train…..Journalism no longer had the same draw. So I decided to do a stocktake of the skills I had accumulated, and evaluate how many of these were transferrable.

If you stick to one career path for too long, you can easily assume that your skillset isn’t particularly unique……or sought after. Taking a step out of the rat-race helped me understand that a career in journalism had allowed me to build a valuable list of transferable skills, not to mention an enviable contacts book.

When an opportunity to become part of the team at Fuzion Communications presented itself, thanks to my time-out, I felt ready and able to accept. I could see how I could, with my journalistic perspective, fit into and learn from a very talented and hard-working team.

It’s still early days, but I’m loving the role, a role that I wouldn’t have the skills for if I hadn’t spent so many years chasing stories!

My advice, for what it’s worth, if a career change or redundancy (or a desperate need for a change) looms on your horizon, don’t fear it.

Evaluate your talents and skills, and embrace your next adventure.

Alison Nulty, Fuzion CommunicationsAlison Nulty

Alison Nulty is a Senior Account Manager with Fuzion Communications, a full service agency with offices in Dublin and Cork, Ireland

Finding your creativity

June 6, 2017

Recently my colleague Paul Wade wrote on our blog about how he deals with creative block. I’d like to share some of what I do to help push my creativity further.

Jonathan Leahy Maharaj

Firstly, in the words of Paul Smith, design is everywhere, and he’s right. It’s just a case of looking for it.

When I teach design to students in CIT, one of the first things I ask my students to do is to start looking at things with fresh eyes, to question what they have taken for granted, and to revisit and review things. For some it’s a difficult exercise, because you are asking people to essentially think in a way that they have never done before (right brain/left brain tasks).

Originally to help myself remember these things, I started carrying a small notebook around with me, and as I saw or found things that interested me I would document them, creating a reference library for myself that I could use.

Much of these (and I have many, some going back 25 years since I started college) are full of small scribbles, found objects and coded illustrations that mean nothing to anyone other than myself, but they give me ideas and help to jumpstart my thought process. Often the thought of a blank page can be the hardest start to a project, so these small seeds can frequently give me the start of something that turns into something else.

Jonathan Leahy Maharaj

The second thing that I would suggest that everyone would do, is to visit their local art gallery.

In a world of non-stop connectivity and “always-on”, taking a few minutes out of your week to allow you to clear your head is a generous gift to yourself, and one that can often push me into looking at things with a fresh perspective.

We are very fortunate to have a number of galleries in Cork, including the award-winning Glucksman on the grounds of UCC, and the Crawford Art Gallery towards the Opera House, both of which have a wonderful rotation of exhibitions, and in the case of the Crawford, a truly beautiful permanent collection.

Recently I was lucky enough to attend a lunchtime lecture by Dr. Michael Waldron in the Crawford where some of the lesser known secrets of some of the works were shared, opening up a completely new insight into these works, and how I now perceive them.

Frequently in graphic design, I like to challenge my clients, that while everything should have a meaning or at the very least, a rationale behind the design, that it’s not entirely necessary that every piece of design should bear its full credentials in a literal sense – ultimately, my thinking is that you don’t have to give everything away immediately, that people appreciate working for detail a little in design.

The other thing that I keep noticing, is that often in galleries, the art is as much the building as its contents.

JLM

Finally, I use photography – or, to be more honest, I use image making as possibly the most powerful avenue for creativity and to force myself to look at things differently.

The reason that I call it “image making” rather than photography is that I see the process of taking the photograph to be the first part in creating any image. Technically, I am a terrible photographer, I have little or no regard to F-stops or ISO numbers, and my tripod is wobbly no matter what I do with it. But I take the shots and process them, frequently (and much to the annoyance to “pure” photographers) through Photoshop and I achieve the results that I want.

More and more I find that the outlet for this creativity is Instagram.

I have a number of APPs on my phone that when used in combination with Instagram. allow me to create images that otherwise, may or may not exist when published online.

Instagram provides me a platform that allows me to share these images with other people, and with the tactical use of hashtags I can build a somewhat curated gallery, available to like-minded people.

My true purpose is that I can create a set of images that have come about through looking at a situation, and environment, a person or a puddle, and allow me to redefine this scene into something that I want it to be. In some cases this means that the neon strip of a petrol station canopy can become an abstract, surreal landscape, in others, it means that I can create a hero out of a basketball hoop, or a pushback tug in an airport..

By taking a new view of an object, you can create a world of questions, many which have no right or wrong answers.

What I find incredible about Instagram, is that once you ignore all of the gym bunnies, the endless selfies and dinner images, there is a community there who are appreciative, supportive and creative.

Over the past year, I have been fortunate to meet quite a few of this collective, and have found them utterly inspiring in how they see things. I have stood next to people, taken the same image on practically the same device, and created utterly different images.

I have learned how to approach subjects that I would have avoided (street photography still scares the hell out of me!), and I have participated in events, from 10 people wandering around UCC pointing phones at things, to the incredible 24 Hour Project where nearly 4000 people in 840 cities, across 112 countries posted an image an hour over a 24 hour period last April.

Have a look for #24hourproject and #24hourprojectCork on Instagram to see some of my work as well as that of others.

Being creative day in and day out is a demanding challenge (like many jobs!), but with a little bit of focus there are ways that you can allow your mind to wander in a constructive way, and hopefully help to boost the inspiration that really is everywhere!

Jonathan Leahy Maharaj - FuzionJonathan

Jonathan Leahy Maharaj leads the Graphic Design Department in Fuzion with offices in Dublin and Cork, Ireland 

 

Exciting Opportunities in Dublin – Bring your Tent!

June 1, 2017

Camping in Dublin

Pitch the tent lads, we’re going to work in Dublin!

At the rate the housing trend is going in Ireland, more specifically Dublin, this may not be too far from the truth in the near future.

A recent projection from Savills Ireland, has suggested there may be office space for an additional 100,000 workers in Dublin by 2021 and with the projection of new housing at barely one-third of that demand, the question is where are these extra people going to live and how much will it cost?

Rent as of May 2017, has now surpassed Celtic Tiger levels with the average cost now standing at €1784 per month which is a stretch for anybody ‘living’ on the average Dublin wage of €36,519 per annum.

People in the know are calling for increased residential building heights and densities to accommodate people in the city centre to alleviate the strain and urban sprawl that is spreading far and wide. Wexford and Westmeath are now nearly recognised as commuter suburbs of Dublin at this stage.

As I write this, I can see cranes dominating the skyline around the capital and as it was pointed out to me, these are predominantly for commercial developments. These include the recently acquired Capital Dock building by global banking giant JPMorgan Chase for €125m, which is large enough for 1,000 staff not to mention the proposed tallest building in Dublin envisaged by Johnny Ronan.

If this is one of the first signs of Brexit, it doesn’t make for pleasant thoughts for the future of Dublin’s indigenous workforce.

Recently as I was waiting on a friend in the Ferryman on Sir John Rogerson’s Quay, I got chatting to a young American guy who voluntarily transferred from Boston to Dublin by his tech company in search of new experiences.

During the conversation, I asked how he found living in Dublin rent wise and the general cost of living. I was told that he found it expensive but didn’t really know the rent costs because as long as he has been here (4 months) his company has been paying and would be for the foreseeable future.

If that trend continues and the tech companies who dominate ‘Silicon Docks’ in Dublin can just pay the inflated prices for rent in Dublin to the REIT’s (Real Estate Investment Trusts), tents could soon be the only next option!

Patrick Jones - Fuzion CommunicationsPatrick

Patrick Jones is an Account Manager in Dublin with Fuzion Communications, Marketing, PR & Graphic Design 

Take AIM at your audience and make them like you

May 24, 2017

LikeableToday I am going to talk about likeability.

It’s something you should strive for when you’re presenting in a business setting. Practically every business communication event involves selling something. If not directly a product or service, then at the very least, a point of view.

You are likely hoping to persuade your audience of something or trying to motivate them to do something, aren’t you? Therefore, finding a way to demonstrate that you care about the people with you in the room when you present is precisely the way to encourage them to care for you and your position.

Last week, when I emceed the Irish Centre for Business Excellence conference, keynote speaker, psychologist, and author, Owen Fitzpatrick, reinforced this idea as he explained how influence is best achieved when you spend time asking questions of and taking an interest in the other person first.

In short, we teach people how we want to be treated.

For many, this “be likeable” notion might not come naturally. Instead, we focus on our proof points and logic to carry us through. Sorry, folks, because I do want you to like me but, blech – that is often super boring.

But knowing some need a structure to dial up on “likeable”, I teach my clients to apply a logic-based methodology.

Derived from communications lecturer JD Schramm of Stanford’s Graduate School of Business, this approach helps you get systematic in your presentation preparation – especially if you’re not naturally inclined to consider others.

Gina London - Fuzion Communications

The methodology is boiled down to three simple letters: AIM.

Audience. Intent. Message. In that order.

1 Audience

Take a moment to consider who is in your audience.

Are they new-hires or veterans? Senior management or the executive board? Women or men? Both? Other? Do they prefer Elvis or the Beatles? PCs or Macs? Coffee or Tea? For my Irish audience, Barry’s or Lyons?

When CNN first promoted me to anchor, they sent me to an anchor-training school in Dallas, Texas.

I didn’t realise there was such a place. There is. One thing the trainer told me back then in Texas particularly stuck with me.

He said that no matter how dry or dense a story may seem, someone out there watching will be emotionally affected by it.

Every story has a ‘hope, dream or fear’ attached to it,” he said. It’s important to try to see the pictures inside their heads.

I sometimes ask clients to write their presentation agenda.

Next, write a second agenda from the audience’s point of view. Then I have them throw out that first agenda and begin again from the second one.

This is what I mean by truly considering the others’ points of view.

2 Intent

Your intent is never simply to inform.

If you’re just doing that, then you might as well simply put your information in an email and hit the send button. You must be trying to motivate or inspire your audience to some sort of action.

Define your goal very clearly. Too often I see this one overlooked.

The goal is too broad and ill-defined. What is it exactly that you want your audience to do after you’re finished speaking? Even if it’s just to agree to another meeting. That’s okay. Be very specific.

3 Message

Only after you have dealt with points one and two should you move on to craft your message. Like intent, this must be clear too. Write it down. One sentence!

Here’s the definition I learned from organising campaigns:

A message is “Brief, Memorable, Repeatable, Emotional and Data-backed“.

But it’s not only the data. While supportive, taken stand-alone, data dumps, as I already mentioned, are often dry and boring.

Your message is your ‘call to action‘ – your spoken declaration of your written intent, your motivation!

State it clearly and state it often. Don’t assume your audience is just “getting it“.

If you know your AIM, before you start writing, you will be better at framing and outlining your talk.

A client wrote to me just this week proclaiming that he now realises “this isn’t going to be an easy fix. It will take serious effort“.

He’s right!

Here’s a prime example from one of the readers of my column:

The 82-year-old writer shared that he learned how “to think and speak more clearly” through communications training.

He applies the training all the time, including just last Saturday when he said a few words at his 80-year-old sister’s birthday party in London. “Communications training has become a way of life.“, he wrote.

To my client and you lovely people reading today: Exactly.

Applying AIM and becoming deliberately more likeable to your audience will take time. But I promise, it is worth it.

From presentations, to one-on-one scenarios, from spoken to written if you have a question about communications that you would like me to deal with in my column in the Sunday Independent please send me an email at gina@fuzion.ie .

Gina London - Fuzion CommunicationsGina London

Gina London is a former CNN anchor and international campaign strategist who is now a Strategic Communications director with Fuzion Communications. She serves as media commentator, emcee and corporate consultant. @TheGinaLondon


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