Tag Archives: Online

How Do You Manage Employees Expenses? Three Thoughts

Situation: A company does not pay a lot of employees’ expenses but does pay mileage expenses for sales people and a car allowances to the sales manager. Sales people are paid 20% base and 80% commission. The CEO is interested in how other companies handle employee expenses. How do you manage employee expenses?

Advice from the CEOs:

  • If you pay mileage, require that employees receiving mileage allowances to keep a log of business mileage:
    • They should track where they went, with whom they met, what the mileage was, etc. To assist employee compliance while respecting employee time, make it simple using Excel spreadsheets or an online tracker.
    • Don’t pay any mileage expenses without submission of proper documentation.
  • Fire a thief. If you catch an employee cheating on their mileage expenses, let them go. This is an important example for others.
  • For car allowances – ask CEOs of other local companies in markets similar to yours what their policy is. If it turns out that your policy is overly generous, consider cutting or reducing your allowance.

How Do You Keep Customers and Employees Updated? Five Points

Situation: A company wants to keep both customers and employees up to date on what is happening within the company. This includes announcements of new products, services and initiatives, changes in personnel policy and benefits, and other information important to both customers and employees. The CEO is considering a company newsletter. How do you keep customers and employees updated and what benefits do you accrue from the effort?

Advice from the CEOs:

  • Customers and employees are two different audiences and require different communications. Externally focused company newsletters are a value-add from a marketing perspective and enhance the image of the company in the eyes of clients and prospects. Internal company newsletters are valuable to reinforce vision, understanding of company policy, and inter-departmental alignment.
  • Both efforts are justified from a time and expense standpoint, and perhaps deserve even more focus.
  • Within the companies represented around the table, frequency of both internal and external newsletters varies from semi-annual to monthly publications.
  • Both print and online newsletters have value. Employees respond positively to both. Print media make it easier for them to share important updates in benefits and excitement about company developments with their families. Online media can be updated more frequently and inexpensively, and the HR department can track the number of views to measure impact.
  • Emailed external newsletters are valuable because they enable you to measure ROI from the effort by building in tracking mechanisms and correlating web page hits to business development and revenue.

How Do You Move a Live Online Data Center? Seven Suggestions

Situation: A company has run out of space and is planning a move to a new and larger facility. The biggest challenge is that they maintain a live online data center upon which their clients depend. How do you move a live online data center?

Advice from the CEOs:

  • This is not a rare event. Many companies with live online data centers have to upgrade their systems on a regular basis as equipment and software technologies evolve. Maintaining service during a move is not significantly different. Research what steps these companies have taken to minimize disruption during upgrades.
  • Don’t try to do it all by yourself. Seek outside expertise to help you plan the move, and to develop options that will minimize both downtime and service interruption.
  • Ask a trusted data center resource for a 3rd party audit of your move plan.
  • When one company moved, they overlapped their leases by one month, and their Internet connections by 2-3 months. This gave them breathing room as they completed the move and allowed them to stay live uninterrupted through the move.
  • Another company increased their back up servers and service. They also planned their move to occur during what they knew would be a low demand block of time. As a result, they were able to complete the move, plug in the servers and were only down for 30 minutes.
  • If it is feasible, consider leaving your old center in place as a back-up data center.
  • Conduct a number of practice shutdowns and restarts to test your systems.

Why Do You Need Uberinfluencers? Four Factors

Interview with Skip Brand, CEO, Martini Media Network

Situation: Thanks to the rise of social media, the 10-20 million individuals who were the influencers with the most purchasing power have increased to 70 million. Within the influencer group, there is a sub group deemed “uberinfluencers” who have the most influence. How do marketers reach the uberinfluencers and why are they so important?

Advice from Skip Brand:

  • Uberinfluencers increasingly spend more time online, are twice as likely to make a purchase, and spend three times as much per acquisition when they do purchase. Also, they always share new product experiences with friends and family via different social media (Facebook, Twitter, Blog’s, etc). For the first time, consumers control a brand’s reputation and are able to set the brand’s tone and image. This is why marketers need to focus more dollars to get in front of this audience.
    • Uberinfluencers spend more time online than the general US population. They are brand savvy, digital savvy and socially networked.
    • They have diverse and specific interests and leverage the Internet extensively to connect with their passion areas. Niche sites appeal to this audience because of the specificity and existence of community. If you better understand where these people spend their time at work and play –you are better positioned to leverage their influence.
  • The company that wants to reach and leverage these uberinfluencers needs to be scalable, exciting and relevant.
    • For this audience, small is beautiful and also scalable. Let’s use the example of golf, a passion for many uberinfluencers. Your site should feature the highest quality courses and equipment if you want to reach 50% or more of this target audience. It must be easy to navigate, provide enough information to make them feel comfortable about product selection, and have a social component to help them broadcast your message.
    • Uberinfluencers spend time on sites that are exciting, engaging and which have a single share of voice. This means one focused ad per page instead of multiple ads.
    • Particularly in a recessionary market the site must work diligently to maintain relevance by continually enhancing site content to provide a fresh experience with every visit.
    • Marketers should put uberinfluencers at the center of their media buy and strategy.
  • To attract and leverage this audience you must maintain a maniacal focus. Reach out to them using social networking tools, which find uberinfluencers where they work and play on the web. Let’s illustrate this with an example.
    • Let’s say that your uberinfluencer is a digital media executive. You will find them on social networking sites because they are living what they are doing. Put the right message in front of them. If they buy they will spend more, but it’s even better if they tell 10 friends about you.
  • Once you start figuring out the keys that attract uberinfluencers, they will start telling each other about you and news of your product will spread across the web, in turn maximizing your revenue!

You can contact Skip Brand at skip.brand@martini-corp.com

Key Words: Strategy, Sales, Marketing, Uberinfluencer, Social, Network, Media, Purchase, Opinion, Influence, Online, Work, Play, Hobby, Niche, Scalable, Exciting, Relevant, Focus, Viral