16/4/11

LÀM SAO ĐỂ TĂNG LƯU LƯỢNG WEBSITE CỦA BẠN ?

Làm sao để website của tôi có nhiều người biết đến ?

Làm sao để thứ hạng lưu lượng (traffic ranking) website tăng lên?

Dưới đây là 1 số bí quyết tôi muốn chia sẻ với các bạn:

1. Viết những thứ độc đáo
Đây chỉ là cách hô hoán của “Viết nội dung tốt, nội dung tốt và nội dung tốt”. Có lẽ nhiều người đã đề cập đến nó, nhưng tôi cũng muốn nhắc lại ở đây để mọi người hiểu rõ vai trò của nó.

Tôi thừa nhận rằng ngày trước tôi viết blog, chỉ để cho tôi. Nhưng bây giờ thì khá hơn rồi, nội dung được mọi người ủng hộ và cho ý kiến. Tôi đã biết chia sẻ những thứ mà tôi biết. Và đó có vẻ chính là điều thu hút mọi người đọc những gì tôi đã viết ra và tiếp tục chia sẻ ở một nơi khác. Hãy nhìn vào website của tôi, nó không có nhiều bài viết, nhưng nó thực sự là những bài tôi rất thích. Vì thế, bạn hãy tập thói quen “write” thay vì “copy”.

Đơn giản vì mọi người truy cập Internet để tìm kiếm thông tin nhằm giải quyết vấn đề của họ. Khi tìm được nội dung hấp dẫn, mọi người vui vẻ copy hay chia sẻ cho bạn bè, người thân. Nhờ vậy mà nội dung được phát tán.

Bài học rút ra là: Muốn thành công trên Internet, bạn phải là người tạo ra nội dung, Hấp dẫn và Miễn phí.

2. Hãy chia sẻ những thứ tuyệt vời đó
Nếu bạn nghĩ rằng, bạn viết bài độc đáo và mọi người sẽ tự tìm đến và đọc thì hãy gạt ngay cái ý định đó ra khỏi suy nghĩ mình ngay. Những thứ tuyệt vời bạn viết ra cần được chia sẻ đến người cần đọc.

Tôi nhận thấy rằng có một phần không nhỏ khách truy cập của tôi từ những bài viết được tôi. Hoặc một độc giả nào đó share/post lại ở nơi khác.

Bài học rút ra: Tạo công cụ để mọi người copy/share bài viết của bạn, Đơn giản & Dễ dùng.

3. Viết chuyên sâu, duy trì thường xuyên
Hãy viết những thứ chuyên sâu, chuyên môn nhất. Khi đó, khách hàng sẽ tin tưởng bạn, coi bạn như những chuyên gia thực thụ.

Hãy cố gắng viết thường xuyên, bạn sẽ thấy được nhiều niềm vui, thể hiện rõ trên  số liệu Traffic ranking của bạn. Khách hàng của bạn sẽ quay lại nhiều hơn vì những gì bạn đã chia sẻ, và họ mong đợi những gì đó mới, hữu ích để giải quyết những vấn đề của họ.

Bài học rút ra:
Duy trì số lượng và tần suất bài viết chất lượng, tạo cơ hội để khách hàng quay lại.
Những điều tôi viết trên đây có thể được hiểu theo nghĩa “Content Building Strategy – chiến lược xây dựng nội dung”.

Có thể tóm tắt trong 4 từ sau:  SÁNG TẠO – ĐỘC ĐÁO – CHIA SẺ – DUY TRÌ
Bạn cũng có thể làm điều đó. Tôi tin bạn sẽ thành công !

(Nguồn: http://chienluocmarketingonline.wordpress.com/)

7/4/11

Why I Appreciate Starbucks

Howard Schultz, the CEO of Starbucks, is not an empty suit. 

It's not just that Schultz doesn't favor suits (at the talk I heard him give last week, he was wearing a cardigan sweater) but also that he has a heart, which he is willing to wear on his sleeve, and a mission in life that's not limited to profit. 

What makes Schultz a different kind of leader is his recognition that any company today must see itself as part of a larger community, serving a universe of stakeholders far beyond its immediate shareholders. 

Specifically, Schultz is out to prove the power of a different kind of business model — one that, in his words, "balances profit with social responsibility." 

In his new book Onward: How Starbucks Fought for Its Life without Losing Its Soul. Schultz talks about his mission in a way that's very different from most CEOs. "Everything we've tried to do," he writes, "is steeped in humanity."

At Starbucks, that has meant contributing both money and time to meet local needs in the communities it serves, promoting sustainable farming communities and ethically sourcing coffee, and packaging and transporting its products with sensitivity to their environmental impact. 

It's also meant creating what Schultz calls a "third place" between home and office, where people can connect with each other or spend time alone, comfortably and relatively inexpensively.

As Schultz sets across the country to promote his book, I'm hoping he'll help to launch a national conversation about a different kind of leadership, and a different kind of business model. He's now proved, for a second time, that his approach can work.

The first one began in 1986 when Schultz purchased a small group of Seattle-based coffee stores and built the company into a household name over the next two decades. In 2000, he stepped down as CEO of Starbucks. In 2007, as the company expanded at a blinding rate, its business went into something of a freefall. 

In 2008, Schultz returned as CEO and engineered a transformation that had its bumps along the way, but ultimately led Starbucks back to its best financial performance ever in the last quarter. 

There are a slew of fascinating details in Onward about the business moves Schultz made to reposition the company, including his harrowing decision to lay off hundreds of nonperforming stores along the way and lay off thousands of employees. 

"Slimming down the company [was] brutal," he writes. "Absolutely brutal. And even as we did so as compassionately as possible, our actions still seemed unfair. But the tragedy of not doing so would have been far worse." 

Most interesting for me was what Schultz did to reignite the passion of Starbucks employees, and reconnect the company to its customers. 

Two powerful examples:

In the mad rush to expand, Schultz concluded that the quality of its signature product had been sacrificed. With that in mind, Schultz decided to close every one of its stores in order to retrain its 135,000 "baristas" in how to brew the perfect espresso. And that's what he did, beginning at 5 pm on a Tuesday in February, 2008.

"If the Barista does not care and produces an inferior espresso that is too weak or too bitter," Schultz writes, "then Starbucks has lost the essence of what we set out to do 40 years ago ... Starbucks has always been about so much more than coffee. But without great coffee, we have no reason to exist." 

Closing the stores cost Starbucks $6 million in lost revenues, a slew of media sniping, and the possibility of antagonizing its loyal customer base. Instead, Schultz is convinced — and I believe him — that the closings proved to be a turning point, reinstilling a spirit of excellence among employees, and ultimately providing a better product to customers. 

The second event was a leadership conference for 10,000 employees that Starbucks held one month after the crash of the stock market in September 2008 — in flood-damaged New Orleans. Many at Starbucks favored postponing the biennial event in order to save the $30 million it would cost to put it on. Schultz felt it was critical to go forward and especially liked investing in New Orleans. 

The first day of the conference was devoted to volunteering. All told, Starbucks employees invested 50,000 hours — painting, planting grass, laying mulch, cleaning storm drains and even constructing playgrounds. The rest of the conference focused on reenergizing the gathered employees. 

"Somewhere along our journey the love our people had for Starbucks had blurred," Schultz writes. "New Orleans brought it back into focus." 

Schultz deeply understands two connected keys to the success of companies in the decade ahead. First, employees — especially in Gen Y — feel far more committed to companies whose values and mission they find inspiring. Second, customers and clients increasingly prefer to support companies whose values are consistent with our own. 

I admire Howard Schultz, which is why I want to suggest another leadership challenge to consider. 

Starbucks already offers one of the better compensation packages to its employees, including full health benefits, the right to buy Starbucks stock at a discounted rate and modest matching company contributions to employee 401(k) plans. Why not continue to lead the way in fairness by finding ways to create more equity in pay for employees, and less disparity between the highest and the lowest? 

(Source: http://blogs.hbr.org/schwartz/2011/04/why-i-appreciate-starbucks.html)

30/3/11

Văn hóa e-mail: Chuyện cũ mà không cũ

Chỉ với một chiếc máy tính nối mạng, người sử dụng có thể trao đổi tức thì với bạn bè, đồng nghiệp và đối tác khắp thế giới. Tuy nhiên, không phải ai cũng sử dụng e-mail đúng cách và hiệu quả.

Nội dung e-mail cũng thể hiện tính cách của người gửi. Ảnh minh họa: Corbis.
Nội dung e-mail cũng thể hiện tính cách của người gửi. 
Ảnh minh họa: Corbis.

Cùng sự phát triển của Internet, thư điện tử trở thành công cụ giao tiếp phổ biến. Ưu thế của phương tiện này là nhanh gọn, tiện lợi và chi phí thấp. Nhưng tính phổ cập của e-mail làm cho nhiều người cẩu thả hơn và quên mất một số quy tắc xã giao căn bản:

Thiếu hoặc sai tiêu đề

Đây là lỗi tương đối phổ biến, xuất phát từ tính lười biếng và cẩu thả. Thử tưởng tượng mỗi sáng trước cuộc họp, đối tác của bạn nhận được cả chục e-mail, gồm cả thư của bạn, không chứa tiêu đề. Loa ngại thư rác, hoặc bực mình với sự thiếu chuyên nghiệp của người gửi, đối tác đó có thể bỏ qua những e-mail này, hoặc họ sẽ phải mở tất cả để đọc nội dung và xác định vị trí của giao dịch đó trong thứ tự ưu tiên xử lý. Với quỹ thời gian hạn hẹp, sự bất cẩn này sẽ làm cho bạn mất điểm trong mắt đối tác.
Một "bệnh kinh niên" khác là chủ đề và nội dung không ăn nhập với nhau. Hiện tượng này thường xảy ra khi người gửi chọn chế độ trả lời (reply) hoặc trả lời cho tất cả (reply all) từ những e-mail cũ để viết thư với nội dung hoàn toàn mới nhằm tránh mất thời gian nhập lại nhiều địa chỉ nhận thư. Chủ đề không ăn nhập với nội dung thường làm người nhận không quan tâm hoặc cảm thấy bực bội, mất thiện cảm.
Tiêu đề thư cần truyền đạt nội dung chính mà người gửi muốn gây chú ý. Vì vậy, bạn nên kiểm tra trước khi gửi và cũng cần đặt tiêu đề ngắn gọn, rõ ràng, tránh các cụm từ chung chung như "Tin mới", "Xin chào"...

Ngôn ngữ cộc lốc, không có mở đầu hay kết luận

Người sử dụng không nên gửi một e-mail không có lời chào hỏi ở đầu hay lời cảm ơn xã giao ở cuối. Với thư bắt đầu ngay bằng "Tôi muốn…" hoặc "Tôi cần…", người nhận sẽ cho là người viết quá sỗ sàng hoặc thiếu lễ độ và có thể ảnh hưởng đến mối quan hệ đối tác trong kinh doanh. 
Thư điện tử không chỉ là phương thức truyển tải thông tin mà còn là công cụ giao tiếp với các chuẩn mực văn minh nhất định. Bạn nên bắt đầu e-mail bằng câu chào và luôn sử dụng những cụm từ thể hiện sự lịch sự như "Phiền bạn .." hay "Tôi sẽ rất biết ơn nếu…" khi đưa ra yêu cầu, đề nghị. Bạn cũng đừng quên kết thúc thư với ngôn trang trọng như "Kính thư", "Xin chân thành cám ơn!", "Chúc bạn một ngày vui vẻ"... cùng với tên và thông tin liên lạc của bạn. 
Hiện nay, một số sinh viên mới ra trường khi viết e-mail thường đưa ngôn ngữ suồng sã, không chính thống và cả các biểu tượng cảm xúc (emoticon) vào e-mail. Trong trường hợp đó, họ sẽ bị người nhận đánh giá là thiếu sự nghiêm túc và chín chắn.

Quên tệp đính kèm

Quên không đính kèm những văn bản cần thiết sẽ làm phát sinh ít nhất hai e-mail khác: thư nhắc gửi tệp đính kèm và thư gửi lại với lời xin lỗi. Điều này vừa lãng phí thời gian của người gửi, vừa tạo sự khó chịu cho người nhận. Do đó, hãy hình thành thói quen kiểm tra toàn bộ thư trước khi nhấn nút Send/Gửi. Để cụ thể hơn, bạn cũng nên chỉ rõ trong e-mail những tài liệu bạn sẽ gửi kèm và nội dung cơ bản hay mục đích sử dụng của những tài liệu đó. Tên file cũng không nên chung chung như "tailieu.doc" mà cần thể hiện nội dung chính như "Báo cáo doanh thu năm 2010.doc". 
Chân dung và tính cách nghề nghiệp của mỗi người được phản ánh qua từng biểu hiện cụ thể và hãy đừng tạo nên hình ảnh của một nhân viên sao nhãng, cẩu thả qua e-mail.

Độc giả Dương Thu Trang
  
(Nguồn: http://vnexpress.net/gl/vi-tinh/kinh-nghiem/2011/03/van-hoa-e-mail-chuyen-cu-ma-khong-cu/)

Four Reasons Any Action Is Better than None

It's well-known that busy people get the most done. Their secret is simple: They never stop moving. 

Of course, sitting still can be a good thing if it involves renewal, reflection, and focused attention (or having meals with the family). But sitting still can be a bad thing if it involves procrastination, indecision, and passivity.

Companies heading downhill have passive cultures. Unmade decisions pile up. Opportunities are lost. No one wants to risk making a mistake. It becomes easier to sit it out than get into the game. One of my favorite examples involves the backwater bank in which employees would send customers who had complicated problems to the rival bank across the street, rather than try to do anything.

In contrast, in companies with high levels of innovation, people take initiative. They start new things. They don't wait to be told. They get routine work done efficiently in order to free up the time to get involved in something new. Here are some of the reasons.

Small wins matter
Small wins pave the way for bigger wins. A nudge in the right direction, as Cass Sunstein and the new behavioral economists tell us, can lead to major tipping points (per Malcolm Gladwell) when you achieve critical mass. As I saw in my study of business turnarounds and sports teams, confidence — the expectation of a positive outcome that motivates high levels of effort — is built on one win at a time. 

Accomplishments come in pieces 
A journey of a thousand miles is daunting. The single step with which the journey begins is manageable. Every step you take now adds up by getting that much closer to a goal. Busy people in high-productivity environments tend to take just one more action, return one more phone call, set one more thing in motion before calling it quits for the day. By tomorrow, new demands will start piling up. Mental tricks like dividing big tasks into numerous small steps make it possible to identify immediate actions to get big things off the ground. 

Perfection is unattainable anyway 
Forget perfection. Just do it. So what if you're wrong? You can always try again. In an uncertain world of rapid change, business strategy includes room for improvisation. Live by some classic slogans: Best is the enemy of good. (Don't wait for perfect conditions.) Nothing ventured, nothing gained. (It takes a little risk to get rewards.)

Actions produce energy and momentum 
It simply feels better to take action than sitting around navel-gazing and getting sluggish. Overwork can bring stress, but, in fact, many studies show that the important factor in work stress is lack of control. Identifying a positive action is a way to feel in control. Getting moving doesn't drain energy; it tends to build energy. For people trying to solve the national obesity epidemic, or just to lose a few pounds, exercise is more fun than dieting.
These principles represent more than management tips. They reflect a can-do philosophy that is essential for any entrepreneur or any place that wants more entrepreneurs. The only way to activate potential is to support action. 

Sometimes it doesn't seem easy. Organizational cultures, autocratic bosses, uncooperative co-workers, long losing streaks, the uncertainty of shifting industry conditions, and big world events like natural disasters and revolutions can stop people in their tracks. But those who emerge triumphant, and get the most done anyway, are the people who would rather take action, any action, than wait around. 

(Source: http://blogs.hbr.org/kanter/2011/03/four-reasons-any-action-is-bet.html)

28/3/11

Making Sure Your Employees Succeed

It's common knowledge that helping employees set and reach goals is a critical part of every manager's job. Employees want to see how their work contributes to larger corporate objectives, and setting the right targets makes this connection explicit for them, and for you, as their manager. Goal-setting is particularly important as a mechanism for providing ongoing and year-end feedback. By establishing and monitoring targets, you can give your employees real-time input on their performance while motivating them to achieve more. 

What the Experts Say
So, how involved should you be in helping employees establish and achieve their goals? Since failure to meet goals can have consequences for you, your employee, and your team, as well as the broader organization, you need to balance your involvement with the employee's ownership over the process. Linda Hill, the Wallace Brett Donham Professor of Business Administration at the Harvard Business School and co-author of Being the Boss: The 3 Imperatives for Becoming a Great Leader, says "A manager's job is to provide 'supportive autonomy' that's appropriate to the person's level of capability." The key is to be hands-on while giving your people the room they need to succeed on their own. Here are some principles to follow as you navigate how to best support your people in reaching their objectives.

Connect employee goals to larger company goals
For goals to be meaningful and effective in motivating employees, they must be tied to larger organizational ambitions. Employees who don't understand the roles they play in company success are more likely to become disengaged. "Achieving goals is often about making tradeoffs when things don't go as planned. [Employees] need to understand the bigger picture to make those tradeoffs when things go wrong," says Hill. No matter what level the employee is at, he should be able to articulate exactly how his efforts feed into the broader company strategy.

Make sure goals are attainable but challenging
Since employees are ultimately responsible for reaching their goals, they need to have a strong voice in setting them. Ask your employee to draft goals that directly contribute to the organization's mission. Once she's suggested initial goals, discuss whether her targets are both realistic and challenging enough. "Stretch targets emerge as a process of negotiation between the employee and the manager," says Srikant M. Datar, the Arthur Lowes Dickinson Professor of Accounting at Harvard University and contributor to the Goal Setting module of Harvard ManageMentor. Be careful though: your team members are likely to resent you if you insist on goals that are too challenging to accomplish. At the same time, you don't want to aim too low, either. If you are overly cautious, you will miss opportunities and settle for mediocrity. "When done well, stretch goals create a lot of energy and momentum in an organization," says Datar. But, when done badly, they "do not achieve the goal of motivating employees and helping them achieve better performance as they were designed to do," he adds. Even worse, poorly set goals can be destructive to employees' morale and productivity, and to the organization's performance overall. 

Create a plan for success
Once a goal is set, ask your employee to explain how he plans to meet it. Have him break goals down into tasks and set interim objectives, especially if it's a large or long-term project. Ask your employee: what are the appropriate milestones? What are possible risks and how do you plan to manage them? Because targets are rarely pursued in a vacuum, Hill suggests that you "help your people understand who they are dependent on to achieve those goals." Then problem solve with them on how to best influence those people to get the job done. 

Monitor progress
Staying on top of employee progress will help head off any troubles early on. "We often get problems because we don't signal that we are partners in achieving goals," says Hill. Don't wait for review time or the end of a project to check in. Review both long-term and short-term goals on a weekly basis. Even your high-performing employees need ongoing feedback and coaching. Ask your employee what type of monitoring and feedback would be most helpful to her, especially if the task is particularly challenging or something she is doing for the first time. 

When things go wrong
Very few of us reach our goals without some road bumps along the way. Build relationships with employees so that they feel comfortable coming to you if and when problems arise. If your employee encounters an unforeseen obstacle, the goal may need reworking. First, however, ask him to bring a potential solution to you so you can give him coaching and advice. If his efforts to solve the problem fail, you will need to get further involved. 

What about personal goals?
Some managers neglect to think about what an employee is personally trying to accomplish in the context of work. "If I account for the interests of the whole person, not just the work person, I'm going to get more value from them," says Stewart D. Friedman, Practice Professor of Management at the Wharton School and author of Total Leadership: Be a Better Leader, Have a Richer Life. For example, if your employee has expressed an interest in teaching but that is not part of his job responsibilities, you may be able to find ways to sculpt his job to include opportunities to train peers or less experienced colleagues. 

The first step is for you to understand what these goals are. Ask employees if they have any personal goals they want to share with you. Don't pressure them; they should only share these aspirations if they feel comfortable. Friedman suggests you then ask, 'What adjustments might we try that would help you achieve your goals?" This allows the employee to take ownership over the solution. Just as with work goals, you need to be sure personal goals contribute to your team, unit, or to the company. "It's got to be a shared commitment to experiment and mutual responsibility to check in on how it's going. It's got to be a win for both," says Friedman. 

When goals aren't met
There will be times, even with the best support, when employees fail to meet their targets. "Hold people accountable. You can't say 'Gee, that's too bad.' You need to figure out what went wrong and why," says Hill. Discuss with your employee what happened and what each of you think went wrong. If the problem was within his control, ask him to apply the possible solutions you've discussed, take another stab at reaching the goal, and check in with you more frequently. If it was something that was outside of his power or the goal was too ambitious, acknowledge the disappointment but don't dwell on it. "Do the diagnosis, get the learning, and move on," says Hill.
It's possible that you may have contributed to the problem. Be willing to reflect on your role in the failure. Were you too hands off and failed to check in frequently enough? Did you not review his work in a timely way? Have an open discussion about what you can do next time. "If you don't hold yourself accountable, they're going to have trouble with you," says Hill.

Principles to Remember
Do:
  • Connect individuals' goals to broader organization objectives
  • Show employees that you are a partner in achieving their goals
  • Learn about and incorporate employees' personal interests into their professional goals

Don't:
  • Allow employees to set goals alone
  • Take a hands-off approach to high performers — they need input and feedback to meet their goals as well
  • Ignore failures — be sure people have the opportunity to learn when they don't achieve goals

Case Study #1: Being a partner in goal attainment

Meghan Lantier is known at Bliss PR for being a natural people developer. As the vice president of the firm's financial services practice, Meghan manages several senior account executives, including Shauna Ellerson*. Meghan has overseen Shauna's work since Shauna started at Bliss four and a half years ago. Since the beginning, they have set goals through a collaborative process: Shauna develops draft goals, Meghan comes up with ones she believes Shauna needs to focus on, and then they identify the overlap between them. "I want to make sure they are manageable but stretched too," says Meghan. The two regularly check in on these goals. Meghan takes a hands-on approach, providing Shauna with regular input. They also sit down together at least four times a year to have a more formal discussion about Shauna's ambitions. 

One of Shauna's goals is to become more of a thought leader on one of their largest financial services accounts. She has mastered the day-to-day work of managing the client and now needs to focus on the bigger picture. Shauna has been working on this goal for several months now by speaking up more in client meetings and providing more input into the content, not just the process, of their work. "We don't need a goal review session. I give her constant feedback in the context of the work," says Meghan.

Meghan also knows that ultimately Shauna is responsible for her own achievements. "I'm fully invested in making it work but I realized the limitations I have as a manager to make it happen," she says. It hasn't been necessary to talk about the consequences if Shauna fails to meet the goal — there are natural consequences in Bliss's high-performing culture. If you don't succeed, you don't get the better assignments. 

*Not her real name; changed since publication

Case Study #2: Supporting personal goals
Amy Werner took a job at the New York City-based search firm On-Ramps just over three years ago. Amy joined at an integral time in the firm's growth and quickly became a key asset to the small firm. Sarah Grayson, one of the firm's founding partners, manages Amy and explains, "Amy has a lot of institutional knowledge and is a high performer." When she first began she was working toward a degree in social work but taking classes at nights and on the weekends. A year and a half into the job, Amy's school schedule became more complicated. Her internship requirements made working a traditional, full-time schedule difficult. Because of her star performance, Sarah and her fellow partners were keen to keep her on board while encouraging her to complete her degree. Amy remained full time but now works two days a week in the office, completing the rest of her hours on nights and weekends. As Amy says, "They have been nothing but supportive."

The firm has a semi-annual review process where goals are set and discussed; they also do more frequent check-ins on goals during weekly meetings. Amy and Sarah have talked a lot about how On-Ramps can support Amy not only by providing a flexible schedule but by thinking about the intersection of her studies and her work. They've found that there are lots of transferable skills between her job as a search associate and her work as a social worker, such as interviewing and client management. In explaining why they are so supportive of Amy's educational activities, Sarah says, "We wouldn't have done this for a low performer. We have to ask ourselves, 'What would it take to hire another Amy?'" Amy will be finishing her master's degree in May and she and Sarah have begun to discuss what's next for her. Both hope that there is a way to combine her skills in search and her interest in social work to create a job that is ideal for both her and On-Ramps.

(Source: http://blogs.hbr.org/hmu/2011/02/making-sure-your-employees-suc.html)

22/3/11

Where Will You Be in Five Years?

Most people have been asked that perennial, and somewhat annoying, question: "Where do you see yourself in five years?" Of course it is asked most often in a job interview, but it may also come up in a conversation at a networking event or a cocktail party. Knowing and communicating your career goals is challenging for even the most ambitious and focused person. Can you really know what job you'll be doing, or even want to be doing, in five years?

What the Experts Say

In today's work world, careers take numerous twists and turns and the future is often murky. "Five years, in today's environment, is very hard to predict. Most businesses don't even know what's going to be required in two or three years," says Joseph Weintraub, a professor of management and organizational behavior at Babson College and co-author of the book, The Coaching Manager: Developing Top Talent in Business. While it may be difficult to give a direct and honest response to this question, Weintraub and Timothy Butler, a senior fellow and the director of Career Development Programs at Harvard Business School, agree that you need to be prepared to answer it. And you need to treat any conversation like an interview. "Every person you talk to or meet is a potential contact, now or in the future," says Weintraub.

The first step is knowing the answer for yourself. "It's a very profound question. At the heart of it is 'where does meaning reside for me?'" says Butler. You have to clarify for yourself what you aspire to do with your career before you can communicate it confidently to others.

Be introspective

Figuring out the answer to this question is not an easy task. "The real issue is to do your homework. If you're thinking this through in the moment, you're in trouble," says Butler. In his book Getting Unstuck: A Guide to Discovering Your Next Career Path, Butler cautions that you need to be prepared to do some serious introspection and consider parts of your life that you may not regularly think about. "It starts with a reflection on what you are good at and what you are not good at," says Weintraub. Far too many people spend time doing things they are not suited for or enjoy. Weintraub suggests you ask yourself three questions:
  1. What are my values?
  2. What are my goals?
  3. What am I willing to do to get there?
This type of contemplation can help you set a professional vision for the next five years. The challenge is then to articulate that vision in various situations: a meeting with your manager, a networking chat, or a job interview. 

If you don't know, admit it

Even the deepest soul-searching may not yield a definitive plan for you. There are many moving parts in people's career decisions — family, the economy, finances — and you may simply not know what the next five years holds. Some worry that without a polished answer they will appear directionless. This may be true in some situations. "For some people, if you don't have the ambition, you're not taken seriously," says Weintraub. But you shouldn't fake it or make up an answer to satisfy your audience. This can be especially dangerous in a job interview. Saying you want P&L responsibility in five years when you have no such ambitions may land you the job, but ultimately will you be happy? "Remember the goal is to find the right job, not just a job. You don't want to get it just because you were a good interviewee," says Weintraub. 

Know what they're really asking

Butler and Weintraub agree that while the five-year question is not a straightforward one. Butler says that hiring managers rely on it to get at several different pieces of information at once. The interviewer may want to know, Is this person going to be with us in five years? "The cost of turnover is high so one of my biggest concerns as a hiring manager is getting someone who will be around," says Butler. There is another implied question as well: Is the position functionally well-matched for you? The interviewer wants to know if you'll enjoy doing the job. Weintraub points to another possibility: "They are trying to understand someone's goal orientation and aspirational level." In other words, how ambitious are you? Before responding, consider what the asker wants to know. 

Focus on learning and development

You run the risk of coming off as arrogant if you answer this question by saying you hope to take on a specific position in the company, especially if the interviewer is currently in that position. Butler suggests you avoid naming a particular role and answer the question in terms of learning and development: What capabilities will you have wanted to build in five years? For example, "I can't say exactly what I'm going to be doing in five years, but I hope to have further developed my skills as a strategist and people manager." This is a safe way to answer regardless of your age or career stage. "You don't want to ever give the impression that you're done learning," says Weintraub. 

Reframe the question

Research
has shown that it's less important that you answer the exact question and more important that you provide a polished answer. Enter the interview knowing what three things you want the interviewer to know about you. Use every question, not just this one, to get those messages across. You can also shorten the timeframe of the question by saying something like, "I don't know where I'll be in five years, but within a year, I hope to land several high-profile clients." You can also use the opportunity to express what excites you most about the job in question. "In any competitive environment, the job is going to go to someone who is genuinely interested and can articulate their interest," says Butler. 

Principles to Remember

Do:
  • First, do the contemplative work to develop a personal answer to the question
  • Understand what the interviewer is trying to gather from your response
  • Shorten the timeframe of the question so you can give a more specific and reasonable reply
Don't:
  • Make up an answer you don't believe in
  • Provide a specific position or title; instead focus on what you hope to learn
  • Feel limited to answering the narrow question asked — broaden it to communicate what you want the hiring manager to know about you
Case Study #1: Know where you thrive

Bob Halsey found out about the opening of associate dean of Babson's undergraduate program the same way everyone else at the school did — through an email announcement. He had been on the faculty as a professor of Accounting for 12 years and recently had taken on the role of chair for that department. Prior to his academic career, he had been in the corporate world, holding a CFO position at a retailing and manufacturing company and working as the vice president and manager of the commercial lending division of a large bank. 

The associate dean job appealed to him because it was similar to the positions in which he'd thrived in the corporate world. Reflecting on his years of experience, Bob knew he most enjoyed being in a supporting role, rather than the top gun. While an associate dean position is often seen as a stepping-stone for those who eventually want to become dean, Bob wasn't interested in that. He didn't want to be the center of attention, now or in the future. 

Plus everyone at the school loved the current dean, Dennis Hanno, and Bob knew it would be unpalatable for him to talk with the nominating committee about eventually unseating Dennis. When asked about his future plans, Bob was clear: "I said, 'I'm not coming in with any designs on becoming dean. And if Dennis leaves, I will keep the train going until we get a new dean. I have always been a terrific number two. I am the person who can make your number one a success.'" Joe Weintraub, the expert from above and a member of the committee, said it was clear that Bob was passionate about the role, and the committee was impressed with his candor. He said that under other circumstances Bob might have appeared to be lacking aspiration, but in this case his response simply told them he was the right person for the job.

"When people really want a job, they tend to overpromise. I figured it doesn't do me any good to get in under false expectations," says Bob. "My motivation in taking this job was to work alongside and learn from Dennis." He has been serving as associate dean for close to a year now and has found the satisfaction he was looking for. 

Case Study #2: Be honest about the future

Three years ago Margaret Quandt was working as an HR generalist at Bristol Myers Squibb when a former colleague who worked at CitiGroup called to ask if she was interested in applying for a generalist job. At the time, Margaret wasn't sure she wanted to continue along the generalist track. She knew she eventually wanted more specialty experience. "I went into HR to be an HR professional, not to be a generalist," she says. But her contact told her there would likely be other more specialized opportunities in the future, so she decided to apply.

During an interview with Brian, the SVP of the division that she would be supporting, he asked her, "Do you want to run HR someday?" Brian was a highly ambitious senior executive; as the SVP of Commercial Payment Solutions, he held full P&L responsibility. Margaret answered, "I don't know." She could see Brian react immediately: "His whole body language changed and he sat back in his chair". She then qualified her response, "Aspirationally yes," she said, "but I also love teaching and research. I'm a young woman in my childbearing years and I've worked with enough women in HR to know that we don't always get to do what we aspire to. It's really hard for me at this point in my career to look more than three years out." Brian paused for a long time and then said, "That's one of the most honest answers I've heard." After the interview, Margaret was concerned she might have blown it, but she was happy with her decision to be honest. "I don't lie in interviews," she says.

Margaret got the job and soon after she was hired Brian confessed that he had been concerned about her answer at first. But as he reflected on it, he realized how much sense it made. It showed him that Margaret was both thoughtful and serious about her career. Margaret was the HR generalist to Brian's division for 17 months; then, as she'd hoped, she was promoted to her current, specialized role managing a global leadership development program for high-performing managers.

(Source: http://blogs.hbr.org/hmu/2011/03/where-will-you-be-in-five-year.html )

20/3/11

How to Use Facebook to Drive Higher Sales

As Facebook has grown to more than 600 million users, many companies have been struggling to figure out how to leverage it to help their businesses. 

Most have limited themselves to advertising or establishing company pages on the platform only to discover that while these methods allow them to engage their Facebook fans in a dialogue and increase brand awareness, they do not necessarily lead to increased sales. Some companies have opened up storefronts on Facebook, but these efforts have also met with limited success. 

So what should firms do? I recommend developing a two-part social strategy that is very different from what firms are doing now. First, the strategy needs to build closer relationships among the people on Facebook. Second, it should allow individuals to undertake tasks for free on the company's behalf in the process of becoming closer with their friends. 

If you want to see a good social strategy in action, look at eBay's Group Gifts service, which employs Facebook platform technology.

To use Group Gifts, users log in with their Facebook credentials, which loads up the list of their Facebook friends. The user can then choose the friend for whom she wants to get a gift and then proceed to look for an appropriate item. The site can offer generic gifts, but a savvy user can ask the application to look at the gift recipient's list of Likes on Facebook and recommend a set of items that match the recipient's interests. 

Once the gift is chosen, the user can decide how much to contribute herself and how much to leave for others to chip in. Then, she can automatically post a status update on Facebook that alerts others that they can contribute to that gift. (Facebook privacy controls can skillfully hide the status update from the recipient.) When these friends see the update, they can click on it to go to the Group Gifts site and add their contributions. Once the sum of all contributions equals the purchase price of the gift, the transaction is executed and the recipient receives the gift, a list of all the friends who contributed to it, and brief notes from them.

So what is so amazing about this simple business model? 

It is truly social. It overcomes some real off-line difficulties related to group gift giving — like having to solicit people directly and risking embarrassment when you ask someone to contribute who does not want to do so. The online application simply puts it out there for people to contribute if they wish. Also, it seeks to strengthen relationships between friends. Just imagine getting a $700 iPad from 10 of your friends. Wouldn't you feel grateful? 

It also has real strategic benefits for eBay. The company can sell a greater volume of more expensive items. And since individuals are, in essence, advertising the service to their friends, it lowers eBay's cost of acquiring customers.

In other words, this kind of social strategy produces a win-win for Facebook users and a company. 

What other kinds of social strategies can you envision? Do you have a social strategy? 

(Source: http://blogs.hbr.org/cs/2011/03/how_to_use_facebook_to_drive_h.html)