Global Marketing Tuesday–Marketing Online

Watch

On YouTube

YouTubeLink

Today’s

Vocabulary

(1) To go viral: When something is shared a lot

That cat video is so cute! It went viral and now everyone has seen it.

(2) Feedback: When someone tells you what they think about your work.

The product works well, but let’s send it to the marketing team for feedback. They always have good ideas.

(3) Sales channel: A place where you can sell your product or service.

Our online sales channel increased our revenue by 20%.

Today’s

Questions

1. Why is hario.jp like a poster or a billboard?

a. It only presents the product and brand

b. It’s part of an integrated marketing campaign

c. It doesn’t have viral videos

2. How can make you make something go viral?

a. Post it on YouTube

b. Put a cat in the video

c. Create something people will share

3. How do smaller companies create online stores?

a. Their web developer builds it

b. They create an extension of their physical store online

c. They partner with larger companies like Amazon and Paypal

7 ________________________

GLOBAL MARKETING TUESDAY

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By Jeremy Schaar

Today, you’ll learn about marketing your brand online. I’ll present some common goals for online marketing and examples of companies that do it well. After reading, you’ll be able to talk about these things at your job and use the language in presentations.

Companies are online for a few reasons:

1. To advertise the brand/product

Most websites are simple advertisements for the brand. They’re similar to a poster or a billboard. The site presents the product and price. Visitors can read about the values of the company as well as its history. If people are really interested, they might read about company news on the company blog.

Go to www.hario.jp to see an example of simple site that does nothing more than advertise the product.

The other way to advertise online is to get people to share something related to your company. In other words, you can try to make something go viral and create word of mouth advertising.

Companies do this in lots of ways. You have to make something that’s worth sharing. Here’s an awesome example.

2. Communicate with the people

A second way companies use the internet is to communicate with people. Companies use social media sites like Facebook and Twitter to get feedback on their products and answer complaints. A grocery store, for example, will take complaints or requests on their Facebook page. It’s an easy way to learn what customers think and respond quickly.

One of my favorite language companies is called Voxy. Voxy has a great Facebook page where they’re always posting little vocabulary quizzes for students. It’s an easy and free service they provide for students and it lets them communicate with their students daily.

3. Create a new sales channel

Traditional sales channels include a store or a catalog. The internet lets you sell your products online. Larger companies will build their own online stores, but most companies find partners like Amazon.com where they can easily sell their items. They’ll also partner with a company like PayPal to receive payments. Of course Amazon and Paypal take a percentage of sales, but they also make setting up an online store incredibly easy.

Got questions or comments? How about practicing some new vocabulary and posting your thoughts on the blog, Facebook, or Twitter?

CHECK YOUR ANSWERS!

Answers To Today’s Questions

A, C, C

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You Can Do It All Yourself But You Dont Have To

Personal Growth Sundays–Henry Ford Quotes

Today’s

Vocabulary

(1) Goods: Products

You can buy any good you want at Walmart. They sell just about everything.

(2) Wages: The money workers are paid

Wages need to go up if we’re going to get the best workers.

(3) Market research: Trying to learn how people feel about something

Before introducing a new shampoo, we do market research to create the best package.

Today’s

Questions

1. Which three things does Ford think are key to success in business?

a. Fast production, low costs, high wages

b. Good product, low costs, high wages

c. Dependable product, low costs, high wages

2. Why does Ford say people wanted faster horses?

a. They didn’t know well what they wanted

b. What they wanted didn’t exist

c. Market research is never good

3. What did Ford Motors make?

a. Great cars

b. Money

c. High wages

7________________________

Personal Growth Sunday

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henry ford

By Jeremy Schaar

Today on the blog, I’ll present some great quotes from Henry Ford. You’ll be motivated and learn some vocabulary. You’ll also have some quotes that you can use in your next presentation or report.

There is one rule for the industrialist and that is: make the best quality goods possible at the lowest cost possible, paying the highest wages possible. –Henry Ford

In this quote, Ford gives strategy advice for industrialists. He says to make great stuff, keep costs low, and pay your workers a lot of money. Industrialism is businesses that manufactures something. Goods are products. Wages are the money workers get.

If I had asked people what they wanted, they would have said “faster horses.” –Henry Ford

People can’t tell you what they want. You need to learn that by yourself.

Steve Jobs often said something similar. He said that Apple didn’t do market research because people don’t know what they want. It’s the job of the businessman to figure out what people want.

A business that makes nothing but money is a poor business. –Henry Ford

This means that a business needs to create something of value. It’s possible to just focus on profits, but Ford doesn’t think it’s a good idea. You need something more.

Want more practice? Got questions? Comment on the blog, Facebook, or Twitter.

CHECK YOUR ANSWERS!

Answers To Today’s Questions

B, A, A

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You Can Do It All Yourself But You Dont Have To

Saturday Listening Lesson–Game Dynamics

Today’s

Vocabulary

(1) Appointment: A scheduled time to meet

I have appointments all afternoon. Could we meet in the morning?

(2) Progression: Advancing, going forward

I had hoped that his progression would be faster, but he’s learning too slowly to succeed.

(3) Communal: Related to a group.

Our communal effort has allowed us to do good things.

Today’s

Questions

1. Which of these is a business example of an appointment dynamic?

a. You can have a free cup of coffee after you get 10 stamps on your card.

b. On Black Friday, you get a discount if you go to the store very early in the morning.

c. You can sit in a special waiting area at the airport if you’re a frequent flyer.

2. Which of these is a business example of a progression dynamic?

a. You can have a free cup of coffee after you get 10 stamps on your card.

b. On Black Friday, you get a discount if you go to the store very early in the morning.

c. You can sit in a special waiting area at the airport if you’re a frequent flyer.

3. Which of these is a business example of a influence/status dynamic?

a. You can have a free cup of coffee after you get 10 stamps on your card.

b. On Black Friday, you get a discount if you go to the store very early in the morning.

c. You can sit in a special waiting area at the airport if you’re a frequent flyer.

7________________________

Saturday Listening Lesson

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By Jeremy Schaar

This week on the blog, I’ve been featuring game dynamics. Today I’ll introduce a great video that explains what game dynamics are in detail. You’ll learn some important new vocabulary and learn how to motivate people in interesting ways.

Here’s a link to the video.

The speaker’s name is Seth Priebatsch and for the first four minutes and 23 seconds of the video he argues that the past decade was about social. This means society figured out how they would interact with each other online. He mentions Facebook as the primary thing, but he might have mentioned Twitter, LinkedIn, and websites that are important in specific countries. The general point is that this work is done.

He then says that the next decade will be about building the game infrastructure. This means that society will decide how to influence each other with game dynamics.

Finally, he gets to the exciting part of the presentation: four game dynamics that can be used to influence people. For each dynamic, he first explains what it is. After that, he gives a real life example, a traditional game example, and an example where it’s used for good.

I’ll present his ideas here in simple English. After you understand the basics, watch the video and try to understand all the great details he gives.

1. Appointment Dynamic: To succeed you have to go somewhere at a specific time and do a specific action.

Real World: Happy Hour. You pay less for your drink at the bar if you go at a specific time.

Game Example: Farmville. You have to play at certain times to succeed.

Good Example: Create a game of taking medicine at a specific time.

2. Influence and Status Dynamic: Changing someone’s behavior with social pressure

Real World: Credit card colors matter. We want a card with a better color.

Game Example: Modern Warfare is a game where you try to get a better icon.

Good Example: School is just a game with grades. But we could make the status better than “A”.

3. Progression Dynamic: Doing many small things to get to a goal

Real World: LinkedIn profile creation has a blue bar that you try to move to the right.

Game Example: World of Warcraft is a game where you try to level up your characters.

Good Example: A business could give customers rewards if they do enough of something.

4. Communal Discovery: Succeed by working together

Real World: Digg is a website where people choose the best stories together.

Game Example: McDonald’s Monopoly is a game where people try to find game pieces together.

Good Example: The Darpa Balloon challenge showed how people working together can solve really difficult problems.

So, how well did you understand? As always, if you have any questions or want more practice, comment on the blog, Facebook, or Twitter.

CHECK YOUR ANSWERS!

Answers To Today’s Questions

B, A, C

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You Can Do It All Yourself But You Dont Have To

Business Strategy Monday–Strategy vs. Tactics

Watch

On YouTube

YouTubeLink

Today’s

Vocabulary

(1) Strategy: The general thing you do to succeed

Our strategy is to provide great customer service.

(2) Tactics: The specific things you do.

We carefully hire associates and train them to make the customer happy.

(3) Timeless: Something that time doesn’t change.

A great story is timeless. It doesn’t matter when you’re born, you’ll enjoy it.

Today’s

Questions

1. Which of these is a strategy?

a. Giving a credit card holder a special color card

b. Providing a fun setting for family dinners

c. Increase sales

2. Which of these is a tactic?

a. Letting an airline passenger sit in a special waiting room

b. Making customers feel important

c. Growing the customer base

3. Are game dynamics a strategy or a tactic?

a. Strategy

b. Tactic

c. Both

7 ________________________

BUSINESS STRATEGY MONDAY

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chess piece

By Jeremy Schaar

So, what is strategy anyway?

This week on Stuart Mill English, I’m featuring game dynamics. Game dynamics are the things that make us want to keep playing games. They motivate us. In business, we can use game dynamics to motivate customers to do what we want them to do.

What does this have to do with business strategy? First, we should define what strategy is.

Strategy is the general description of the company’s plan.

Strategy is not a goal. A goal is something you want.

Strategy in not a tactic. A tactic is a very specific way of doing something.

Let’s look at two examples.

Example 1 Goal: Increase sales

Strategy: Go global

Tactic: Open an office in France

Example 2 Goal: Develop better products

Strategy: Take financial pressure off engineers

Tactic: Open a R&D center away from the main office

My favorite way to check if something is a strategy is to ask if it is timeless. Timeless just means that time doesn’t change it. We might say “our love is timeless” because it won’t change over time. In business, timeless strategies are just as good in 1813, 1913, and today. The strategy of expanding the places you sell will always be an option. 100 years ago, that might have meant moving to a new town. These days, maybe you start selling the product online. Those last two things–moving to a new town, starting online sales–are tactics.

So, how about game dynamics? Well, the dynamics themselves are timeless and therefore they can be a strategy. The specific way you use them is a tactic. For example, one game dynamic is “status”. Status is feeling important. For a company strategy, you might try to make customers feel important. That means to give them status. How you do that is a tactic. For example, airlines let people sit in a special waiting room. That’s a tactic.

Tomorrow, for Global Marketing Tuesday, I’ll talk about how game dynamics can be used to market a product.

Want to study Business English? Check out the main site for our lessons.

Want to learn more about strategy vs. tactics. Click here, here, or here.

Got questions or comments? How about practicing some new vocabulary and posting your thoughts on the blog, Facebook, or Twitter?

CHECK YOUR ANSWERS!

Answers To Today’s Questions

B, A, A

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You Can Do It All Yourself But You Dont Have To

HR In The Developing World

Today’s

Vocabulary

(1) Skill set: The things a person can do, their skills.

My skill set includes fluency in two languages and web development.

(2) HR: Human Resources. The part of a company that deals with hiring, training, benefits, etc.

Check with HR about your pension. They’ll have the details.

(3) Dynamic Economy: An economy full of energy and changing employment.

They American economy in the 1990s was incredibly dynamic.

Today’s

Questions

1. What does Patty McCord think a company should do if an employee doesn’t have the right skill set?

a. Put them on a performance plan

b. Transfer them to another division

c. Fire them

2. Why is Patty’s idea bad for a company in a developing economy?

a. Top talent prefers a company that will give them a job for life

b. Start-ups are more likely to fail

c. People in developing countries are nicer

3. Why can Tata succeed despite not firing bad employees?

a. They can transfer employees to more suitable jobs

b. They’re too big to fail

c. They’re very good at choosing the right employees

7 ________________________

Free Form Friday

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fired By Jeremy Schaar

Today I’m going to write about how HR differs depending on the culture. You’ll learn how HR practices need to be different in different countries. You’ll also learn some good vocabulary for talking about HR across cultures.

Last week I wrote about Patty McCord–the former Chief Talent Officer at Netflix. She’s had a huge influence on HR in Silicon Valley. To review, she encourages companies to make sure that employees have the right skill set. If they don’t have the right skill set, then it’s better for the company to fire the person quickly. She feels that’s it’s a bad idea to put an employee through a performance plan where they’ll get fired if they don’t meet certain objectives over the next six months.

Is this a good idea? Most people in Silicon Valley think the answer is yes. They don’t want to waste time and money on someone who can’t do the job.

However, this is a very American way of thinking. In America, it’s very easy to fire people. It’s also relatively easy to get another job because we have a dynamic economy. Most Americans accept and enjoy this. Moreover, America has a social safety net. If you lose your job or have hard times, then the government will help you.

In other countries, this isn’t the case. If you lose your job, then you’re in a very bad situation. Therefore, when people are looking for jobs, they want to choose a stable company.

For example, let’s say you live in India. Would you rather work for Tata–a huge company that will basically guarantee you a job for life–or for a start-up that may fail? For the employee, it’s more difficult to take a risk with a start-up, because if the company fails you’re in a bad situation. For a company like Tata, they can attract top talent by guaranteeing a job for life.

One of the reasons Tata can do this, however, is because they’re so big. If an employee isn’t succeeding in their current position, Tata is so huge that they can transfer them to an area where they can do better.

So, the difference is quite large between Silicon Valley and the developing world. If Patty McCord tried her strategy in a developing country, she would learn that it is very difficult to hire the best engineers if you have a reputation for firing people quickly.

As always, if you have any questions, please post them on the blog, Facebook, or Twitter.

CHECK YOUR ANSWERS!

Answers To Today’s Questions

C, A, A

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You Can Do It All Yourself But You Dont Have To

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