Do you suffer from AOOPS (Appearance of Organized Person Syndrome). Here is a test:
Here is a little review of what held true and what didn’t for the Hot Mommas Project journey since March (when this insider’s blog was started). Things that turned out not to be true – that was not by design. I think I was just hopeful. You know, like, “Here’s how we’re going to do this. YEAH!” Then, reality unfolds. Read more…
The alternative title to this post is, “How to fake like you’re a big company” or “Running it lean and mean.” Let’s get right into it since I’m on vacation in Vermont. One little story, then onto the top 7.
(Note: See past posts for our long-standing, co-dependent relationship with coffee. Nintendo recently rejected a sponsorship request from us. Starbucks MUST be involved in some way. WE ARE SOLICITING ANY AND ALL IDEAS FOR SPONSORS FOR OUR CASE STUDY LIBRARY, KICKED OFF BY OUR COMPETITION OCT 13.)
Hey everyone, welcome Achin to The Hot Mommas Project! He is a George Washington University MBA student. Here, he holds the Indian equivalent of Starbucks. He is in India right now and will join us in the fall.
INTERLUDE [Samba music plays, rudely interrupted by "You are My Friend" the horrific Barney themesong]
Setting: The Posh Frey Honda Pilot (recently downgraded from an Acura MDX as Kathy has a gripping phobia of investing in depreciating assets).
Location: Driving from Lake George (our rainy-day plan) back to Vermont (our vacation location, where there is nothing to do in bad weather).
Josh (my husband): [Seeing a shirtless, blonde Grizzly Adams looking hitchhiker] “Hey! Let’s pick him up.”
Kathy: “Ha! Yeah.” [Pause] “Well, we do need to start looking for a new au pair.”
Josh: [After passing shirtless Grizzly Adams] “He could have been a good one.”
Kathy: [Feigning "interested friend" voice] “Your new aupair is so great! Where did you find him?” [Feigning response] “Oh, we found him on the side of the road one day on vacation.”
Josh: [Feigning response] “Yeah! Just south of a federal correctional institution in New York! No problem.”
And so goes the cost-effective search for a new au pair for the Frey family.
END INTERLUDE [Barney Theme song ends]
P.s. Did you know there is a full-on anti-Barney trend? Riveting.
This is a really odd, tangential method of transitioning into the Top 7 Low/No Cost resources for businesses (no, we will not suggest you pick up Grizzly Adams hitchhikers for subsidized staff members):
1. Advice. Advice is the best free thing you can get. How to get good advice:
- KNOW WHAT YOU DON’T KNOW. If you are someone who thinks, “Oh, I’ll just figure it out” you’re in trouble. I’ve noticed the willingness/ tendency/ propensity in certain people to spend 5 hours on the internet searching for something versus 5 minutes on the phone solving the problem. I make sure my interns don’t do this (see item #7). I have a list: “STUFF I DON’T KNOW THAT IS CRITICAL TO THE SUCCESS OF THE HOT MOMMAS PROJECT.” Then, I search for smart people who can help me with those issues (see next item).
- HOW TO GET A NETWORK: Social media allows for relationships never before available to folks outside of the right schools or social circles. Go to www.Alltop.com to see who the players are in your industry. If they’re blogging, you can reach them. I have also seen entrepreneurs benefit tremendously from EO (forum) and like groups. Personally, I have relied on all of the above plus I have specifically sought out role models/business luminaries I admire and am in varying stages of contacting them/working with them. For example: Ted Leonsis, Bob Prosen, Guy Kawasaki, and Stewart Friedman. The latest are Tim Ferriss, Chris Brogan, Robert Scoble, and I am trying to get in touch with Gina Bianchini who co-founded Ning with Marc Andreesson of Netscape. Based on this, Esther – my right hand woman – approached Senator Lieberman (whom she idolizes) at the movies, told him about the Hot Mommas Project, and is emailing with him. Go Esther!
- EXAMPLE: I posted the following on Twitter the other day
how atrocious is our website? We need free help for exposure. anyone? www.hotmommas.org
2. Low Cost Web Templates. I thought I was all cost efficient using the $5 GoDaddy template when I first took the Hot Mommas Project online. Good: It’s cheap. Bad: It sucks. As we became more tech-savvy, I realized: a. It was pathetic-looking and b. It was incredibly slow (shared server, not dedicated server). Here are some resources suggested by Frank Gorton (fgorton on Twitter), who is a social media expert and worked with AOL and Monster.com, among others, during his career:
– Good templates, says Frank. Even though I am doing our insiders blog on wordpress, I didn’t realize that you could use a wordpress template for your whole site (click here for Hot Mommas Project non-insiders blog). Frank recommended this to us based on our needs at this stage of the project (Nutshell of our project: Building world’s largest women’s case study library. Kicking off w/ case study competition launching October 13, 2008. Read more here.)
- Frank told us about this, and Achin (new intern) had heard of it too. I have zero time (as I am doing this part time, have two kids, and yada yada) and really need to rely on others to cut through the mess and act as the social media Consumer Reports for me.
. Everyone thinks Ning is awesome (“awesome” word count from past 2 blog posts: 3). You can start a community for free using their software (with a Ning address), and for a nominal fee use your own address. It was founded by Gina Bianchini and Mark Andreesson. Here is a cool video c/o Robert Scoble.
3. Low Cost “Other Stuff” for Our Site. Aside from the basic “how to pimp out your blog” items (see first post reference to Seth Godin’s article on this), Frank specifically noted the following beyond the basic widgets and RSS stuff:
- www.Vimeo.com – get a free account and build video content. Frank suggested we film our Hot Mommas Project case study protagonists to connect people with our educational tools and take “role models on paper” to “role models on film.” We had dreamed of doing this for a long time, and were even approached by some Hollywood folk, but this is quick and does the job.
- www.Brightcove.com – Here are some syndication products from Brightcove (think “Alliare” – inventors of ColdFusion software). This could be useful if the above (Hot Mommas video case studies) are a hit or there is other content we want to syndicate (like our research on best practices in work life balance).
- Twitter – it’s everywhere. Frank suggested having a Twitter widget on our site would, again, humanize it and help connect people with our cause: Providing academic tools to serve as role models for women and girls (Cool Daddies beta – too!).
If you’ve ever gotten an email from Guy Kawasaki, here is something he uses that he lists as part of his signature: SpinVox(will convert voicemail to email). You can also usually find lots of fun widgets on Guy’s blog.
4. Low Cost Developers and Designers. Achin, our newest addition, found a developer in India to convert our whole site onto a blog template if we don’t have the fortitude to do it ourselves. Frank uses a developer who charges him about $12 per hour. Contact Frank (fgorton) if you want to know who this is. Here is who Achin found for us:
P.s. Re Designers, I’ve heard of folks using eLance. I use Brad Imburgia who developed the Hot Mommas Project logo. I also used our interns to do some work. (see #7) I’m sure India also has designers.
6. Low Cost and Professional Looking Printing. Big fan of Vista Print. If you plan far enough in advance, can be UNBELIEVABLY cheap.
7. INTERNS. This is a biggie, so, if you do not care about interns stop reading now. When thinking low or no cost, my personal favorite is interns. My favorite place to list them is at GW’s career site. You can also integrate your post in with NACElink which lists nationally. I also have friends who have used Craig’s list (under part time or your industry). In 1 or 2 years, these interns are going to cost someone $40,000 to $70,000 plus benefits. So, why not receive help from their fabulous brains NOW. I have had to learn to do the following to be successful with interns:
- LIST AT THE RIGHT TIME. Think student. When are they looking for internships? Post in between January-April for the spring semester (by May you’ve probably lost them to finals). Post by early August for Fall. Post in the Fall before Thanksgiving for the Spring semester. I cannot tell you how many business owners contact me during finals in May and say, “Can you tell your students about this internship?” I give it a 1 in 100 chance at that point.
- BE GOOD AT TRAINING If you suck at mentoring, or don’t have the time or interest, don’t bother.
- HAVE AN “IT” or specific thing they can do. There is no such thing as too much definition or clarity. Consultants, project managers, and individuals who think this way can usually easily get their brains around this.
- HAVE A WAY TO MONITOR the “it.” I discuss this in an earlier post. It is easier if you have done a good job setting a clear goal or “it” (mentioned above). I am CONSTANTLY adjusting this based on what I see in the person’s performance (e.g., If I sense they are overloaded, I stop sending lists of things to do and re-focus them a la ”HERE’S WHAT WE MUST DO BY TODAY.” I will ask them to tell me, with hours by tasks, how they are spending their day…in this way, we work on time management together).
- HAVE SPACE FOR THEM. I have had experience with the student population through teaching. One thing I’ve learned is: It is HARD for most to work on their own and deliver what they say unless they are EXTRAORINARY. So, ixnay on the virtual/independent working.
- SELECT GOOD ONES. I try to select interns where I see a minimum 1/4 ratio. That is, for every 1 hour I spend with them, they can do 4 hours of work. If I can combine several interns into the one hour, great, that is an exponential amount of work being done when everyone goes on their merry way to do a project. A list of questions I ask is below:
HOW TO INTERVIEW INTERNS:
Interview #1: Phone interview. Min = 15 mins, Max = 1 hour
a. What drew you to the Hot Mommas Project? (Desired answer = They are interested in/passionate about the project. This is KEY.)
b. Tell us about _______________. (Ask about several items on resume to get a sense of responsibilities). We ask about GPA if there is a problem. Below a 3.0 is a red flag (see “e” and “f” below).
c. What are your top 3 strengths? Draw from group projects, other internships? (We like to see social sophistication and a drive to succeed. If this is not apparent, we ask another question later).
d. What is something on which you’d like to work or improve. (We like to hear them admit a real weakness vs. some B.S. At this point we figure they are an over-achiever type anyway, a couple chinks in the armor show self-awareness which is ESSENTIAL for self-correction).
e. How do you organize yourself? Explain an example – beginning to end – using a major assignment or work project. (We like to see someone with an actual process for organization. If they suck at organizing themselves this means your tasks will not get done, as much as you may like them in the interview. You can turn a B+ into an A, you cannot turn a C or D into an A is our experience).
f. Do you tend to overextend yourself? (This is BEYOND CRITICAL for students who are doing MANY MANY things and often will get into the semester, freak out, then bail on you. Ask this up front. Dig a bit.)
g. What questions do you have for us? (We like smart questions, but, many are overwhelmed so we assign it to them for the next interview. We say, “Come with three questions to the next interview” if they proceed to the second round.)
h. Of the items I’ve described, what sound the most interesting to you? (If you have some flexibility and can match the intern’s interests to specific functions, you’ll have a greater chance of a happy worker.)
Interview #2 (if we ran out of time, but had a good vibe about the person, we’ll send some of the above questions for them to answer via email in between Interview 1 and 2).
a. What additional questions do you have about the project? (They should have been assigned 3).
b. What ideas do you have for the project? (They were assigned a “task” of coming up with 1-3 ideas to make sure they “get” the project).
c. Are you interested in the project (usually already apparent by end of first interview and email interactions in between interviews 1 and 2)? (If we like them) Rate your interest from 1 to 10, with 10 being the highest. If not a 10, what would make it a 10? (Take notes to integrate into their job during the internship to – again – create happy workers).
d. (If we like them) We’d like to formally offer you the __________internship. (Discuss start date, weekly schedule, their ability to continue beyond one semester, confirming they understand the internship is unpaid, making for-credit arrangements, other logistics. WRITE THIS DOWN and make sure you EACH HAVE A COPY.)
PARTING THOUGHTS: Gotta run, on vacation, need to go look for hitchhikers.
Let’s continue our discussion of how to do marketing and pr, shall we? Especially since Esther and I spent all %*$#i day organizing our email folders since we are so overwhelmed by the response to our project (good) and seem to have had the email-organization part of our brains partially lobotomized (bad).
Left, please find the metaphoric “Rock Holding Steamroller.” It is the visual representation of how we are feeling right now. I am not sure if we are the rock, or the steamroller, but I think we are the rock.
Here are things we’ve learned about PR over the past couple of months which is a mix of:
1. Stuff we’ve read
2. Stuff we’ve done
3. Meeting with experts, namely Hot Mommas Project case protagonist Susan Apgood who owns one of the nation’s largest radio PR companies (News Generation) and Racine Tucker-Hamilton at the George Washington School of Business communications office. Also, White Trash Mom from the BlogHer conference says she’ll help us. Note: PR is completely new for me as my background is in nerdy service-type businesses where no one cared what we did (see “pre-steps” section of older post for more on background).
INTERLUDE [Samba music plays]
First, let’s start with a quick story about how MUCH we had to learn about PR, buzz, and getting the word out there for the Hot Mommas Project Case Study Competition.
Setting: Bus on the way to Guy Kawasaki’s party.
Esther and I are sitting toward the rear of the bus and the women in front of us learn, through Twitter, that another bus is lost. Esther and I were about to learn we were WAY behind in the social media department.
Women in front of us: “Hey! Are you all up front on Twitter?”
Voice from front of bus: “Who’s NOT on Twitter?”
Me and Esther: [Blank stare. Silence]
Women in front of us: “Hey driver! The people on Twitter on the other bus just told us they’re lost.”
Bus driver: “What’s Twitter?”
Me and Esther: [Blank stare. Silence]
With social media tails between our legs, Esther and I immediately sign up for http://www.Twitter.com on our mobiles. I am “chiefhotmomma” and she is “hotmommasintern.” I had not gotten on Twitter before thinking it was sort of stalkeresque. However, in Silicon Valley I felt like Bert – my father-in-law - when he said he “couldn’t be bothered with all that email mumbo jumbo” and that his grandkids could, “pick up the phone so he could hear their beautiful voices.” (Sorry to out you Bert.) I am happy to report now Bert is on email…and we are now on Twitter….”Tweeting.” Feel free to “follow” us as ChiefHotMomma and HotMommasIntern.
END INTERLUDE [Samba music ends]
Now, on to our PR takeaways:
1. PR is the cheapest form of marketing. If what you’re doing is newsworthy, work it. And, if you THINK you are creative, think again. Esther and I thought we were creative. We developed this press release titled “Hot Mommas Project Produces Role Models on Paper for Women Across the Globe.” Ha! We were totally delusional. Look what Racine Tucker-Hamilton came up with:
2. Develop a media plan.Racine shared a one-page media plan with us that articulated the following:
- GOALS: What is the goal? To increase news coverage, create awareness, all of the above? Articulate these goals in 1 to 5 bullets.
- AUDIENCE: Who is the audience? For us, it could be women, but, we’ll probably also be targeting their husbands, partners, and leaders in education and policy. Articulate this in 1 to 7 bullets.
- MESSAGES/PITCHES: Write out the message points in 1 to 5 bullets. My friend who has a long history in PR used to say, “Focus on 3 message points max.” So, my guess is that we will draw the 3 best points from our list depending on the conversation. Make it clear how you are different. Click here for some sample what, where, when, why message points I am going to run by Racine and Susan along with the following:
Exposure to role models increases one’s sense of self efficacy, or the feeling of ‘I can do that.’ The Hot Mommas Project approach of providing role models on paper hits the nail on the head and fills a void that exists in women’s leadership education today.
-MEDIA TARGETS: This can be as big as one needs it to be, however, Susan recommended we target folks like Working Woman, Pink, etc. News release service providers like Cision, Vocus,and MediaMap (which was acquired by Bacon’s, which merged with Cision) can help as well.
-PLAN/KEY ACTIONS: These are action steps that will be taken based on the above goals. 5 or so bullets.
-TIMELINE: These are dates associated with key actions, like creating a press release, creating media lists, distributing press release, pitching, and follow up (to include thank yous to contacts).
-MEASUREMENT/KEY NUMBERS: Susan also mentioned being very clear about what we want to accomplish (e.g., x media impressions, or x placements in certain types of magazines or newspapers). We need to have a way to measure hits (aka coverage).
3. Develop a press kit. Again, we consulted Susan Apgood of News Generation on our story angle. We had it completely reversed, so, were glad we had spoken with her. Here is a pretty concise article on developing a press kit. If there is no interest in the story, Susan says you can sometimes resort to a “what’s in it for you” approach (e.g., we are targeting professional women and you will have exposure).
4. Distribute the press kit/press release.
4a. Push the story out through press releases or Hot Mommas-initiated contact. Here are a couple of resources: Peter Shankman’s “Help a Reporter Out” which is AWESOME and FREE. He sends 3 emails a day on stories reporters are looking to write. Michelle Woodward, who is a master-certified life coach (sort of like the Mr. Miyagi of life coaches) put us onto this. Also, you can distribute mass news releases in a targeted fashion with Cision & Vocus.
Note: This same method can be used with organizations (see #5 below) where you might want to promote something to their membership or employees.
4b. “Pull.” For instance, George Washington University School of Business did a newsletter piece on the Hot Mommas Project. Then communications for the entire university put it out there. Then the story was picked up by newswires. People started calling. We just sort of sat there. It was awesome.
4c. There may be some other way of which I’m unaware, so, adding “c” in here.
Side note: Make it easy for the reporter. A year or so ago our cases were being used at Western Michigan University and we wrote a press release, looked into media outlets, and followed up. At the end of the day, it failed miserably because we were making the reporter work too hard to figure out the story. So, being clear on our story is key, as is running it by some PR experts (as to whether it is a good story…or, whether it totally blows). We have our facts, figures, quotes, and sources teed up.
5. Interviews and Appearances.
- INTERVIEWS: Susan says before meeting with anyone, have a media training session and prepare for potential questions. Have fun facts memorized, and learn how avoid answering certain questions. I am still working on this and talked with a really amazing reporter the other day who gave me some great feedback.
- PRESENTATIONS: Know audience and practice. For example, I delivered a presentation recently at an Entrepreneur’s Organization retreat (formerly YEO, like YPO but funner. Yes, “funner” is a joke people): “What Women Want: 3 Secrets to Attracting and Retaining High Performing Female Employees.” I thought the presentation went pretty well, and was right in the sense that the presentation received one of the top scores. (Here are the presentation notes eo_what-women-want_61108.) However, I recorded it with my video camera and realized I said “uh” a bunch of times (hence, the practice concept mentioned at the top of this paragraph).
6. Whatever works in your industry. The ultimate caveat of caveats: Remember to adapt any PR or marketing strategies to your industry. For instance, friend and Hot Mommas Project Host Committee Member Richard Barney said that in his former industry (real estate), the company tried tons of cool stuff and events and giveaways. But, it all came down to referrals, referrals, referrals. Whatever works in your industry, do it. We are figuring it out right now. I have some creative giveaway ideas with which www.OnSalePromos.com is helping us. (OnSalePromos on Twitter).
7. Create buzz. To create buzz, we are largely relying on the world of social media and membership organizations. To the extent that it links in with coverage in press, great. So, what are we doing?
- Now: Blogging. We are not sure if this is working, but then we get out to BlogHer and people say, “Oh! We’ve heard of you!” Maybe it’s because we’re listed on
. Sample research and role model series posts. As you read in the vignette above, we’ve also gotten ourselves wrapped into Twitter.
- Now: Twitter.Twitter is like the “what are you doing now” application on Facebook. That’s it. I’ve heard some folks say it drives traffic to their blog, their site, or whatever they’re posting in their status updates. See our last post mentioning Chris Brogan’s ideas on how to use Twitter.
- Now: Partnering with bloggers. For instance, really cool bloggers from the BlogHER conference – like White Trash Mom and Your On Ramp - are blogging about us in September and October near the time of the Oct 13 Hot Mommas Project Case Study Competition launch.
- Now: Partnering with organizations. For example, Women’s Presidents Organzation, SBE Council, WE Inc, and the American Mustache Institute (this second one for our Cool Daddies beta section of the case study competition). They work with us to communicate with members about the competition in exchange for formal recognition as a marketing partner.
- Now: Partnering with connectors. There are some folks who we call “connectors” (like Malcom Gladwell discusses in The Tipping Point). They are people with extensive networks who are enthusastic about the Hot Mommas Project Case Study Competition. Many of these will become marketing partners, like Julie Lenzer Kirk. Others will become Host Committee Members like Michael Goldstein of Content Now or Brian Scudamore of 1800GotJunk (host committee members will email their networks for us). Also, in a major win, Guy Kawasaki of www.Alltop.com (we’re listed here) is going to advertise the competition for us.
Future: More press. Will also ask Susan at News Generation if our stuff is radio worthy and see if she can help us get on some talk shows, etc.
Future: Facebook group, cause, or “fan.”
Future: Group on LinkedIn…if this can be done…someone told me they could put me in touch w/ the founder and that hasn’t happened.
Future: Search optimization/Google. Shashi is the man on this.
PARTING THOUGHTS: So, at this point it’s probably pretty easy to see why I am overwhelmed and very behind on my sponsorship contact goals. Time to pick that baton back up and run with it. (Click here for sponsor post).