Heard recently in the back seat of my car on a trip home from piano lessons:

7-year-old brother to his 9-year-old brother: You're so good at piano, it must be nice to have that gift.

9-year-old: It's not a gift...it's just practice.

7-year-old: Well congratulations on having the gift of practice!

Keeping in mind the natural competitiveness and bickering of two brothers rather close in age, this casual conversation between my sons hit me hard and at just the right time. In my journey of raising humans I've observed both sides of this argument; kids possess natural and unique abilities, and others simply manifest themselves through the act of repetition, or simply put, practice.

What compels a human to take on the challenge of learning a completely new skill and go at it again and again and again until one day it's second nature? That is a gift in itself. It's actually a gift you give yourself in advance, which you don't know what exactly you'll cash in until you've attained some level of confidence or mastery. There's also the idea of choice on what to pursue, or your passions, which makes practice all the more meaningful (enjoying the process). Many peoples' passions have been put on the back burner and replaced with a host of unwanted and scary burdens.

Modern responsibilities like return to office and re-opening of worlds (physical, social and emotional) follow the same line of thinking. Most of us aren't losing the game; I think we're simply out of practice. It's going to take time and drudgery to re-adjust to whatever life becomes. Just like it took practice to manage life through a pandemic.

Back to the boys and context of the conversation. My younger son gave up on piano soon after that car ride. My older son advanced to learning "the pedal" that following week, after five disciplined months of plugging away and building a completely new talent. My younger son plans to tryout for our community's travel baseball league and is throwing a ball and swinging a bat every waking moment.

Me, after 18 months, I'm writing again, because it feels really HARD. I'm developing new creative projects because it's shaking up my work days. I'm doubting myself left and right because the burdens and constraints experienced over the past year linger on in my head and heart. I'm moving because, after everything, we all deserve to give ourselves the gift of practice, for the opportunity to know how it feels to grow again.

It's ok. I've grown tired of hearing about virtual events too. I've hosted and participated in more this past year than in my 15+ year career combined. As we stand today, marketers and event planners wrestle with if and how to continue to incorporate virtual aspects when the world outside is slowing moving back to in-person.

Based on my completely not tracked and non-scientific observations, I've made up my own rule that one good hour of content takes 40 hours of planning and execution (divided among the many players involved or dumped upon the few responsible for success). It's probably more than 40 hours. And note I said "good" content.

For many, the onslaught of webinars and virtual events due to the pandemic was the first time the big concept of digital marketing made sense. In reality, it was the only marketing many of us could do, and for many, many months.

At our firm I believe we presented over 60 advisory webinars on top of several major virtual events in 2020. Add the 40+ we've already done in 2021 and I've learned a thing or two, albeit the hard way.

1. Script it out....all the way out

In live events you have a detailed "run of show" or event plan; why not do the same for the virtual event. How often do speakers go off on tangents or linger too long on one point or topic. Plan out a solid intro and closing, just like a great speech or performance, to tell the audience what they will hear and then what they just heard. I've seen this simple format ignored countless times. It changes the way you feel about how you spent your time.

2. Choose your hosts and speakers wisely

With the scripting, the best events have the best host and organizer. Again to keep things on track but also breathe life and energy into the engagement. Vet your speakers; demand or encourage them to share what they have prepared ahead of time. If they can't commit to that you may want to consider another speaker. You do not want to be surprised along with the audience on what your speakers say. It's your reputation that will remain no matter how big a name or figure you land.

3. Technology and presentation dealbreakers

How...many...times...do we see badness. Bad connections, bad visuals or backgrounds (dirty piles laundry in a bed room, yup it happened). BAD AUDIO (the worst to me - many people listen while they multitask). Now connectivity issues do happen, but there's no excuse at this point to deliver a poor event since we've all messed up so many times before. And please let's figure out the screensharing and Powerpoint screens before hand and also make sure we can read the text!

4. All hands on deck

When possible, have multiple people serving different roles for each event; reviewing and feeding any questions or live chat; watching as a guest to clue in on any tech issues; making sure someone hit record!

5. All events should not be virtual...but don't let webinars die! Find alternatives.

It was painful to watch a variety of successful in-person events try to find footing and engagement as virtual events. Whether the events go hybrid or fully back live, I'm still encouraged by webinars as a solid advisory and sales tactic, with maybe some new twists that put the audience in the center.

The idea of brand channels gained steam along with the content marketing movement of the earlier 2000s, but today is different because - like I mentioned earlier - everyone is more familiar with consuming digital content and virtual-type events. Rethink your internal media strategy and branded content, such as on-demand libraries, a first dip into business podcasts or something completely unique that fits the needs of your organization's audience.

Bonus lesson: give your audience something they can't get anywhere else. For most of 2020 we were tethered to our screens and in some ways begging for engagement and participation in web events. In 2021, other pieces of the former life have crept back in, and we're ignoring or missing virtual events. Maybe a special content piece as a parting gift, or a bonus speaker or redemption code for something cool.

How are you managing the shift from live events, to virtual events, and back now live plus maybe a little virtual, and whatever is next?

Ownership. Responsibility. Accountability.

Are these words interchangeable? Can you have one without the other? Of the three, what do you value most?

By the title of this post you can guess what I rank highest in importance.

Ownership and responsibility, well, these are often shared, and as I’ve experienced, typically managed in a disproportionate fashion. 

Accountability? That’s all you. Answering to yourself and your obligations. A very personal matter, with large implications (especially when it’s lacking in an organization), and yet we don’t have to go it alone.

Enter Accountability Partnerships

I first heard about accountability partnerships in the professional sense from a group of successful women business owners in my network, clearly at the top of their games, but still seeking more. This group would meet regularly to update each other on the progress of their projects and goals, with the simple idea of choosing transparency over complacency. 

It is natural to want to hide in periods of failure. It can be the same in times of accomplishment. When things are going well it’s harder to address your weaknesses and testify to the areas in which you’d like to improve. There are times you’ll need a reason to stay on track and keep momentum. An excuse to avoid future excuses.

That’s the idea of an accountability partner or group. It goes beyond mentorship or advising, by offering both guidance and encouragement, with the added bonus of a mutual commitment to upping your games and pushing farther.

How much easier is it to exercise and eat right, say, if you have a special event or beach vacation on the horizon? Or to save money when there’s an actual some "thing" you are saving and working toward, not just general good practices.
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What if for your more everyday grinding needs, or long-term stretch goals, you had someone you knew would be holding you, pushing you, and with you each step. And someone who could also benefit from the same level of dedication from you, in their world. 

Making Your Match

In the article, Forget Mentors, Find an Accountability Partner by Leigh Stringer on QuietRev.com, the following tips are recommended in landing an accountability partner:

“1. Find someone you trust to be your accountability partner (a different personality from you is good, maybe better).

2. Talk to them about your goals.

3. Get specific with them about actions you will want to take to meet your goals as well as consequences/rewards for taking or not taking them.

4. Set up regular check-in times (this can be a text message, no need to meet every time).

5. Revisit goals and strategies every once in a while to make sure you are on track.”

I would say that those pursuing an accountability partner already have some level of motivation inside — they want to get better. I’d recommend seeking to match similar intensities for maximum results.

Remember, if you wanted a coach to be on your case day and night, you’d hire for that and expect nothing less. This is a partnership, meaning you’re in it together, and it’s important to have clarity around the expectations and desired outcomes.

Building Better Partnerships

Beyond keeping momentum during times of flow and growth, what about when you lose your way on your own and seek direction? I think accountability partners are here for that too.

In my values and belief systems, I look up for navigation — look in for validation — and look around for inspiration. It is at these times when I truly hope that I’ve surrounded myself in the right company. 

Many say you’re the sum of to whom you spend the most time. Your personal and professional networks create your reality, and influence how you see yourself and react to your daily challenges. 

In the book “How Will You Measure Your Life?” by Clayton Christensen (and in his subsequent works), he talks about the concept of what “jobs” we hire products to do, and what we are “hired” to do and perform in the lives of others.

In this concept, it’s not about what we want, but how we can home in on what is important to those we are seeking to nurture and strengthen, and then building our time and efforts around those things for more meaningful engagements and relationships.

A strong accountability partnership or group will start on a basis of caring, and thrive on the promise of authenticity when it comes to feedback, guidance and redirection when needed. 

A close friend will comfort you in times of need. An accountability partner will make you uncomfortable as you rebuild your strength and achieve your next breakthrough. 

In the end we all want to simply be acknowledged. Don’t leave it to chance. Add an accountability partner to your mix of mentors, sponsors, and friends, and you’ll have someone who won’t let you forget your value...your successes are bound. 


Further reading:

Why Accountability Partners Beat Mentors via Inc.

Why an Accountability Buddy Is Your Secret Weapon for Faster Growth via Entrepreneur 

Image source: Unsplash.com 

Volunteer your time. Make a donation. Attend a charity event. Serve on a nonprofit board. Share a cause on social media. There are numerous ways to give back to the community. 

What happens when your heart is in it, but your time, money, or resources in general, are in short supply?

That's when it's time to get creative and take the lead in a different way.

Discover ways to magnify your efforts to create meaningful engagements that resonate far beyond the end of the project or campaign. 


1. Develop leadership skills (and those of others)

Ever organized and led a campaign, drive, or "Day of Caring" for a group? Beyond contributing or showing up, stepping up to the plate and organizing the largest and smallest of details is a growth opportunity of the most rewarding variety.

From coordinating with the benefactor and all parties involved, to recruiting and inspiring a team to help, and then drumming up the interest and support to execute on the plan.

If leader is not in your technical job title, after the demonstration of your skills in this area, you will be seen in a leader in your own right, and for meaningful reasons.

Regularly in this role? Purposefully find ways to let others take the lead and expand their skills and influence.


2. Create a halo effect with your networks and reach new audiences

In a perfect world we would only engage and do business with those who share our value systems. With today's complex and blended ecosystem of partnerships, vendors and networks, there's not enough time to get too deep before opportunities pass us by.

Focus on creating service opportunities that educate, involve or empower your extended networks to connect through the common ground of serving others. Don't be afraid to ask or propose partnership ideas with target groups, even if you feel yourself in a David and Goliath situation. It can also serve to attract the types of peoples and organizations to which future alignment and partnerships can thrive.


3. Capture and share the moments 

Be the one who serves to document and share experiences via photos, videos, interviews, blog posts, etc. This is not with the intention to "humblebrag," but to use a variety of media to shine light on the cause and gain attention. This is one way that you or your brand can use your permanent digital footprint to your advantage.

Go deeper than the customary group photos of smiling service groups. Talk with the nonprofit leaders and grab quotes, key stats and inspiring thoughts to include with your posts. If you're interacting with clients and have permission, capture moments or conversations that will strike a chord.

By bringing attention to your cause or work, you may also spark piggyback ideas that work specifically for the audience that engages with your content. 


4. Create opportunities for yourself to lead, share and grow 

I recall this quote regularly when the task lists mount, the pressure rises, and time gets short.

"The antidote to busyness is wholeheartedness." source

You might not have the bandwidth to chair a major fundraising event or even take time out of your week. Everything matters - big and small - when it comes to helping others, and you create a sense of renewed energy in your life.

Feed the ideas and opportunities that move you to become a stronger person and model for others, and you'll soon discover ways to share your passions through new paths and incredible people.

Thank you to the team at GYBCLE for the opportunity to share on one of my favorite topics. View the full video here and below and learn more about this unique program for emerging content creators at GYBCLE.com!

 Agree or disagree?
 

• You don’t need a title to be a leader.
• You don’t need a large bank account to be a force in your community.
• You don’t need artistic talents to be a creative person.

 
If you agree, then what do you need “to be” to continue to advance in your influence and career?
 
The answer is you need to be able to multiply yourself and your ambitions, beyond what you can pull off in the 24 hours you have to play with each day.

I'm assuming that for most careers, you can't go it fully alone. You will rely on others to do their jobs, and do them well, to achieve what you want. You need more than an assistant, team or village.

You need mechanisms that create opportunities to develop skills, and connect with and influence others.

You also need to demonstrate consistencies in your messages and performances, and efficiencies with your time and the time you ask of others, to see the reflection of your discipline and hard work in the circles around you. 

Scaling Your Growth

Branching out does not always mean moving up (at least not on the surface). With today's career landscape described more as a "lattice" than a "ladder," growing in depth and ability, including skill sets in areas like emotional intelligence, is paramount to advancement.

As you know, opportunities don't always fall in your lap; you'll have to create them. The following are several mechanisms that create breeding grounds for growth opportunities, or better yet, put you in the position to shape your own experiences. 
 
SERVICE

In addition to the difference you can make for people and communities, feeding the duty and drive to serve something bigger than us all can be a self-charging battery, and continual source of inspiration to others.

​From the spirit of your giving, to the follow through, and follow up, service to others gives purpose to each day and context to your own hardships: past, present and future. 

CREATIVITY

It’s not an argument of art vs. science, or right brain/left brain. It’s about seeing people and situations through a different lens, and applying all you’ve picked up along the way to solve problems, discover new opportunities, produce memorable and measurable results, or simply sharing the creative thoughts that can spark others to also push further beyond convention. 

ADVANCEMENT

Both in personal and professional development of oneself and others, through education, training, sponsorship and mentorship.

​Contribute to building and sustaining cultures of inclusiveness, collaboration and innovation, across diverse backgrounds and generations.

Make a commitment to lifelong learning, and challenging yourself to take on new skills and environments (especially once you’re finally feeling confident and comfortable). 

LEADERSHIP

No matter your stage of career or expertise, find and/or create your own opportunities to experience the demands of leadership, develop skills overtime based on these experiences and reinforce your model inside and outside of your typical daily duties. 

ENGAGEMENT

Seek out participation with new people, organizations and networks in your community and industry, who are both like-minded with common goals, and push far beyond your comfort zone into new territories.

Social media also offers tools to extend your message, reach and touches. In the digital world or real life: commit to showing up, even when you’re tired, over booked or under appreciated.
 
Where to Start? 

In the future I’ll go deeper into these areas to show how they stand alone in your development, and also work together to create your personal brand and career story. 

To reframe the questions posed earlier…here’s a great place to start:
 

• You need the drive to serve others and worthy causes to rally around.
• You need your heart in the right place behind all that you pursue and ask of those around you.
• You need to create the time and space to allow yourself to be creative in tackling your challenges as they come. 

What are your key area, or mechanisms as I’ve called them, that contribute to your ability to achieve and surpass your professional/personal goals?


Christina Capadona-Schmitz (@ChristinaCS & @DownWithSpitUp) leads marketing communications for Oswald Companies, a risk management and financial services company in Cleveland, Ohio. She is on the clock 24/7 with her parenting resource blog www.DownWithSpitUp.com, among other creative pursuits and community endeavors. Connect with her on LinkedIn at https://www.linkedin.com/in/christinacapadonaschmitz.


Image credit Unsplash @ikarishinjigao

The season of spring cleaning will soon be upon us. For at least 45 minutes I will muster some motivation, shuffling in and out of rooms, lamenting any cluttered areas, and maybe hastily shove some ghosts of fashion’s past into my donation bag.

But then I’ll have to check my phone. Or pop into email because I forgot to send that one thing that person needed. Because that is what modern business life calls for, and that is certainly part of the marketing communications gig. 

Whether you’re a small agency owner, a big-name CMO, an industry go-to expert or in your very first job, marketers are maddened creatures at this point, and I’d argue more than even a decade ago. 

Why?

Too many options; must be artist, scientist, psychologist, journalist and data analyst at the same time; and oh yes, do this all precisely strategic, in real-time, while simultaneously driving sales, building the customer experience and advancing the corporate culture. And…influencers…

I’ll never forget when an industry contact shared his secret fantasy of becoming a driver: “I’ll drop you off...I’ll pick you up...then I’ll go home.”

Other more realistic daydreams take us straight to “IF” land…

• If I only had more budget.
• If I just had a bigger team.
• If my agency understood what I’m dealing with.
• If my freelance network didn't have other clients.
• If sales would use the materials we have.
• If this person would stop interrupting me.
• If I have to email our logo file one more time…

When we respond to one IF, there’s another IFFER just waiting to take its place.

Tackling TMI

The stuff problem. Maybe I’ve watched too many reality shows, but we know that buying a bigger dwelling, or extra storage units, won’t solve problems. The root of the issues is that we are filling a void: a void made by fear. Same thing with marketing communications clutter:

• We throw sales sheets on the table to put some physical space between ourselves and our prospects.
• We go through complex, 15+ round design processes to distract from the real question, of, why do we really need this?
• We pile on paragraphs of copy to show the depths of what we’re about, afraid to miss a point or appear less-than-the-spectacular brand we know we are.

There’s no way around it, so we have to go through it (as least until artificial intelligence takes over all of our jobs).

Try this exercise in your next planning meeting, or when you simply hit a moment of too much. 

Keep
(Crush)

First ask, what is critical to advancing your organization, brand and people? 

Then what do you personally do that’s good, scary good? 

Look at the work week, month, quarter or other suitable time parameters of yourself or the team you manage. 

Wipe away the time suckers and administrative tasks you can’t avoid. Look at the actual quality production hours you’ll have each week, subtracting the meeting times and travel, and what not. What’s left, and how can you have the biggest impact on your team and business, by giving the best you have to give?

Commit to it, rock it, love it!

Donate
(Outsource, Delegate, Automate)

What remains critical and that you still have to do that doesn’t fall within your precious productivity blocks?

Or what do you want or need to do, but don’t have the skill set or bandwidth to perform personally, nor the prioritization, budget or interest in hiring or training more bodies. 

The perpetual answer: why don’t you outsource? Well, effective outsourcing takes an A-player on the inside to drive the process, maximize the partnership, and overall dedicate the focused and productive time needed to see the results. I’ve been on both sides; I know this reality far too well. 

When you are considering what to move to the donate column, factor in:

• Your time needed upfront for efficiencies later
• Processes to ensure the move is additive to your situation overall
• If you're moving to make all better, or is it time for a hard conversation (see Toss). 

Toss
(or better put, Step Away, Shelve, Recycle)

Major disclaimer here. Unless you have a strong case of saving money or driving sales/growth, if your company, boss, board will not let you throw something away, then go back to Keep or Donate. 

Maybe you’ve given your all to something — or someone — that simply hasn’t worked. Maybe the money or patience has run out on an endeavor. Maybe your gut is telling you to run and don’t look back.

Something has to give. When a tactic, campaign or an entire service area is all kinds of wrong, it’s worth at least stepping away temporarily to gain fresh perspective before final decisions. You may find something worthy of recycling or repurposing. 

Shelving something is not the same as forgetting forever, and just like fashions, everything seems to come back around. Give yourself permission to step away to find out. 

What Will You Keep?

A ridiculously and increasingly complex marketing communications ecosystem calls for a simple way to make sense, and make haste, not waste, with the time at our disposal.

How do you help yourself and teams keep organized and prioritized? What will you hold dear, and what's up for discussion? 
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Christina Capadona-Schmitz (@ChristinaCS & @DownWithSpitUp) leads marketing communications for Oswald Companies, a risk management and financial services company in Cleveland, Ohio. She is on the clock 24/7 with her parenting resource blog www.DownWithSpitUp.com, among other creative pursuits and community endeavors. Connect with her on LinkedIn at https://www.linkedin.com/in/christinacapadonaschmitz.


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Without fail. Whether for real work or some serious Pinterest browsing, as soon as I fire up my home desktop, it happens.
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• Someone in the house sneaks away with a tablet to launch apps. 
• Another thinks it’s the perfect time to watch every web video ever posted on their phone. 
• Then a movie starts streaming on what I thought was a decommissioned device. 

Soon enough my load times start slowing, my clicking gets much more forceful, and my patience drops faster than my weakened wi-fi signal. 

"Who is stealing my bandwidth?" I howl as I blast out of the room, stepping on legos and tripping over a shoe and a dog at the same time. 

Now, looking past the screentime parenting guilt glaring back at me, and that I probably need to upgrade my Internet speed around here, it's an analogy to real life.

Energy vs. Time vs. Motivation

Even the most motivated people fight against finite energy and ability to accomplish all that’s needed and wanted, within a given timeframe. Not to mention the umpteen outside factors ready to zap your vibes.

We say, "there’s not enough time." Sometimes the hours can be too much in a day when we spend our mental and physical energy too early. 

And, for us most fortunate out there, we waste our critical thinking juice on the not-so-vital stuff. Ex. trying to decide what to wear in the morning; or consuming, processing and reacting to the drama of others via social media. 

So what, or who, exactly are all these negative time and energy suckers? 

And why are they getting the best of you, while the important stuff gets the rest of you. 

Sometimes we need gently reminded, and sometimes we need forcefully nudged. This is a nudging. 

Here are 10 ways to push for more productivity, and protect your precious bandwidth in the process. 

1. Draw Your Boundaries, and Defend Them

Boundaries are about respect for yourself and others you care about. There are experts out there, and a series of bestselling books, so I won’t go into details other than to make them real and remind yourself often.

It’s not enough to say NO more often unless you’re willing to hold your lines. 

Also, stop letting people pick your brain, and waste your time. Or in the least find an alternative (and more answers via FastCompany). And be respectful and cognizant of when you’re asking that of others. Mutually beneficial opportunities and symbiotic relationships reign supreme: if you’re willing to do your homework and think bigger than the urgent need at hand.  

Guess what else? Contrary to popular belief, sending an email about something you need, is not a transfer from your to-do list. You may think the ball is in their court, but if you aren’t an active player, that ball will drop quickly in priority.

2. Write it ALL Down

Most swear by writing out their major goals to make them visible and get them done. I’ve tried this before and it worked against me because they were too broad, and felt like constant reminders of what I wanted, but without how to get it. 

What works for me is writing everything I need to do down, to the smallest of details, and even the automatic stuff I would do anyway in the course of the day. I do check in to the big picture goals and metrics regularly, but live daily in my own minutia. 

For some reason, it all becomes more manageable and feels like progressive achievements.

It also helps me to find out where my time is being spent, and to "eat the frog," or get done and out the way the most difficult or dreaded of tasks first (horrible saying; good intention).

3. Rest/Fuel/Move 

Don't try to get enough sleep, eat right, and exercise. Those words sound exhausting in themselves. Make these concepts more relatable and realistic in your life by reframing the context. 

Rest because it will renew and refresh, to feel better, be a more effective person and collaborator, and make sound decisions. 

Fuel your body with food that boosts and sustains your energy levels. 

Move in a way that feels good for you and doesn’t leave you in a state of pain, exhaustion or dread for the next time. She in the CLE co-founder Amy Martin said it best in her post “How I Crushed 40!”: “I was going to move more. Notice I didn’t say diet — but move.”

4. Multiply Your Time

Not to be confused with multitasking, I learned about the concept of multipliers in a leadership training class and try to use whenever I can.

For example, like the last point, plan for family or friend bike rides to combine quality time with physical activity. Or get others involved in meal time preparations, or watch a movie together while you fold laundry. Pay your bills waiting for the doctor. Get creative.

5. Detach

Remove yourself (occasionally or whenever you can) from all that's expected of you, including required responsibilities you've grown to loathe, and the dastardly grips of social media consumption. 

See more tips in this Influencive post, Treat Yourself to a Productivity Breakthrough with These Secrets from an Inc. 500 Entrepreneur by Brian D. Evans. 

6. Attach

To new experiences, people, etc. to break up the monotony of a schedule, challenge yourself to new ideas, and open your heart and mind to new relationships, no matter how big or small. 

7. Serve Others

There are those in your life who demand project updates, or juice boxes, or snuggle time: they will get that of you every day.

I'm talking about service outside of the norm. Think about making an impact, even very small, on the life of another, with nothing expected in return. Consider this quote from an excerpt by poet David Whyte: “The antidote to exhaustion is wholeheartedness.”

8. Visit Your Happy Place

If this makes you think of the movie Happy Gilmore, you’d be right. Can you think back to a time or experience when you felt authentic, free, joyful? Is there a way you can associate these feelings with your present day activities to lessen the blow, and put more energy behind tasks? I created an 80s/90s Nostalgia YouTube mix that never fails to perk me up.  

9. Reflect

I'm horrible at this. Read this awesome post by author Jocelyn K. Glei instead: Take a Load Off: The Missing Key to Productivity Is Reflection

10. Get Real

For me, it's a reality that the more I want to do, achieve, and experience, well simply, I'm not getting more than the standard 24 hours per day to do it. 

I can wake up earlier than everyone else before the technology sneak attack, or I can be more thoughtful in how I look at each phase of the day, week, month or season in my life. 

I learned early, and gratefully, the concept of “one chair at a time.” I don’t remember the source, and can’t find the original article, however the concept has stuck with me. 

You have to be the best you, where you sit or stand, at that given moment. It helps you focus, perform and refresh for the next challenge ahead. 

What works for me might work for you, or possibly the complete opposite. Maybe you’ve been stretched beyond your earthly capacities and entering superhuman status — and I’d believe it. 

Perhaps it's time to borrow some capacity from others and ask for help, or when it's your turn, lend some of your own. 

We're not perfect, and won't get it all done. But we can become rather amazing in the process.

Our bandwidths might be unreliable, but with your heart in the right place, the signals you send out to the world will be as strong as ever. 


image source: unsplash


​Christina Capadona-Schmitz (@ChristinaCS & @DownWithSpitUp) leads marketing communications for Oswald Companies, a risk management and financial services company in Cleveland, Ohio. She is on the clock 24/7 with her parenting resource blog www.DownWithSpitUp.com, among other creative pursuits and community endeavors. Connect with her on LinkedIn at https://www.linkedin.com/in/christinacapadonaschmitz.

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It used to be “the millennials are coming.” 

Today it’s “the millennials are wrinkling.” 

Before we reach “the millennials are retiring,” now is the time to reframe the conversations you’re having about this not-so-mysterious age bracket, also known as Generation Y.

This Digiday article by Tanya Dua, features how the Perricone MD skincare brand is engaging a younger — but indeed aging — audience through new channels and increased investments in digital marketing spend and talent.

Per the article and according to the NPD Group, Inc., “In particular, NPD found that millennial consumers are most likely to seek products with “doctor endorsements and natural ingredients.” Older consumers apparently just let it rip with whatever….”

The headline caught my eye, as this article is insightful in its own right with lifestyle brands reigning supreme through social and digital means, while also serving as a microcosm of the larger conversation on reaching millennials (who also happen to be the largest group in our workforce).

In Perspective

Perhaps we should be all more concerned with the natural loss of elasticity in our faces, necks and hands. 

Frankly, and like I imagine the majority of my peers, I’m more consumed in understanding the sources of stress that are causing these worry lines.

• Career: Finding gainful employment, making the right decisions toward advancement with a career path, and then making the right decisions repeatedly when you are put into positions of leadership and influence. 

• Family: Managing life as parents to growing families and health concerns therein, and/or as caregivers to aging parents and relatives.

• Financial: Major purchasing decisions, student loans, future financial security, life insurance, education planning for your kids, planning for charitable giving. 

• Personal Enterprise. Launching, protecting, promoting one’s startup business, side hustle or social enterprise.

• Philanthropy: Balancing time to enable contributions to community, civic and other charitable endeavors. 

• Sweating the Big Stuff: World affairs, economic conditions, human rights, etc.

Do you, your product, or your service deliver hope to the omnipresent fears of this generation?

Do you employ, or intend to employ digital or mobile marketing tactics to deliver your message?

We can all agree that it takes more than a directive to start “Twittering,” or find college students that know how “to Facebook.” 

Reaching this blanket audience, who apply the verb filter to every second of the day, is no small task, especially if you aren’t a lifestyle brand with decades of loyal customers to back you up. 

In Christopher Penn’s Top Marketing Skills of 2017 post, he lays out conditions leading to less effectiveness in marketing efforts.

Penn shares: 

• SEO (search engine optimization) is progressively more and more difficult with the flood of new content.

• Unpaid social media reach is a bad joke now.

• Paid social media reach is expensive.

• PPC and display clickthrough rates are an equally bad joke.

He goes on to share what will be important, including cloud/distributed computing, software integration, mobile development, data presentation and more. Read the full post if you dare.  

For some, this future state of marketing and access is a reality; for many, it’s a vision or foundation of a five-year plan being wielded as we speak (you know, to be revisited when the first millennials start hitting the big 4-0).  

However, you need not be as discouraged as the data suggests. Start by having more adult conversations about connecting this rapidly maturing audience.

For instance:

• Redefine Your Meaning of the Word Friend: Friends today aren’t just your college buddies (which to whom I’ll bet you’re grateful that we all didn’t have Facebook back in the day). Friends can start out as mutual connections on LinkedIn, forged via social media conversations alone, or in the least nurtured overtime after a real-life interaction. Acceptable social behavior changes with each passing swipe, so take advantage of connecting, or reconnecting, with more friends than you thought you could have. 

• Be Obsessively Thoughtful at the Personal Branding Level: Permitting — and promoting -- your employees, teams and leaders to develop their personal brands and engaging outside the confines of your style guides comes with both risk and reward. It’s likely happening anyway, so choose to be the example in how to do thought leadership right, and how to protect themselves and your brand through the process. 

• Think Big, Spend Smart: You can quickly create a brand presence just about anywhere through digital means, but you must be picky on where you choose to spend your time on engagement, and your marketing budget to boost visibility. IMPORTANT: this includes your strategy regarding customer/prospect data analytics and intelligence, corporate websites, mobile marketing and app development, and social media platforms. You might need it all, but you can’t do it all at once. 

In Reflection 

For myself, technically a member of Gen Y this whole time, the need for a different mindset didn’t hit home until I started seeing those in my college graduating class and peer networks attaining powerful decision-making roles: for both their organizations, or for businesses they had launched and grown. 

Until then I’d been focused on influencing those of generations before me to take digital marketing ideas and innovations seriously. It takes less convincing today.

​Now, with our generation looking our mutual crows’ feet in the eye, my sights are turned toward understanding the new generation entering the workforce, and how we will work together. 

Now will someone teach me how to do a Snapchat face swap with my high school yearbook photo already? 


More on Millennial Marketing: 

The struggle is real: Marketing to Millennials: MarketingLand

8 tips for marketing to millennials online: CIO

What Marketers Need to Know About Millennials in 2016: AMA.org

6 Things To Know About Marketing To Millennials: Forbes.com



Christina Capadona-Schmitz (@ChristinaCS & @DownWithSpitUp) leads marketing communications for Oswald Companies, a risk management and financial services company in Cleveland, Ohio. She is on the clock 24/7 with her parenting resource blog www.DownWithSpitUp.com, among other creative pursuits and community endeavors. Connect with her on LinkedIn at https://www.linkedin.com/in/christinacapadonaschmitz.

When you’re willing to make the time.

That’s it. Not very strategic, I know. 

I’ve seen the “social media deadzones” post that keeps resurfacing on our LinkedIn feeds, and its companion article on the “best times to post.” There are thousands of articles out there on this topic. We care about this. 

When’s the best time to go to the supermarket? Many would say either very early in the morning or overnight for 24-hour places, and I agree. Less crowds and more efficiency. 

However, more often than not, I find myself squeezing down the aisles, at noon, on a Sunday, restocking for the week ahead. 

Life is just that: needs versus time available to meet them.

You probably don’t NEED social media from a business standpoint to thrive in your chosen career. The majority of us aren’t striving, or will develop the skill set, for achieving social media stardom (and income). It is certainly a mechanism to advance and support your every goal, but if you don’t feel a pressing need, finding the TIME is a bigger challenge.

Ask the Right Questions

When I say: “when are you willing to participate?”...I mean it. 

• What is your daily rhythm? 
• Are you an early bird who could squeeze in some browsing with your morning coffee? 
• A night owl who could swap some late evening TV with a bit of online consumption? 
• Do you actually take a lunch break? (well Fast Company says don’t do this, but it’s one of my favorite times to check in)
• Would you be willing to schedule time on your calendar each day to remind you?
• Will you hold yourself accountable if you ignore participation for a day, week, month? 

Find Your Own "Live" Zones

The following are a few more thoughts to help get over the illusion that you’re doing it wrong. The fact you are concerned is good enough for me.

Look past the deadzones 

Yes, I know there’s data and patterns and what not that supports the optimal times to be posting content and engaging on social media. We should use the information available to us to drive decisions. I could also argue the opposite: do you want to try and compete with your messages in the most busy and noisy times?

I built the idea for DownWithSpitUp.com in a clear deadzone, between 2 a.m.-5 a.m., when I was most active online searching for tips and resources on infant reflux. I found others were very awake during these times (new parents, resources from other time zones), sharing information or support I needed then and there. 

Call on your themes, hashtags, topics

 I recommend that people focus on a handful of themes most important to them, and that they want to associate with their personal or business brand. If nothing else, it gives clarity and direction on who to follow, what to post and where to spend time, in what we all know is a massively cluttered environment. It also can help connect engagement on key topics to others immersed in your space, which again, looks past the deadzone times toward topical conversations. 

Keep it close

I know for myself, and likely others, there’s a weird feeling when you put a thought or resource out there. You won’t know exactly who will see it or where it will go. There’s sometimes unneeded pressure on how it’s presented. Think of it more as if you were communicating with a smaller group and how you would frame the same message.

Automate with care

I’m not talking about the social celebrities and power users who’ve made fortunes through their online brand, and may have staff members to help. They could have posts going 24/7. If you’re new to the scene, or giving it another try, you’ll find a multitude of tools out there to schedule updates, post to multiple channels at the same time, etc. Used wisely these tools can help you save time, however I’d recommend keeping a close and regular monitoring of your activity in case others choose to engage (that is your ultimate goal).

Spend your time on the channels that are the most, well, You

While most can find some value in Linkedin from a business perspective, Twitter may be too big of stage to make sense to you, and Instagram too visual, or Pinterest too personal. There are top platforms to consider and global outlooks available for us to make informed decisions on where we spend our time. Focus on the channels that speak to you and deliver value, as you’ll be more willing to spend your time and lend your thoughts and energy. 

Test and measure

What better way to gauge your prime times than to simply try out a number of different shifts, and overtime, monitor and recognize when you get the most engagement and value out of being on social media. ​
​

Here is where you determine your own “live zones” and learn to work your schedule and life around them.


Christina Capadona-Schmitz (@ChristinaCS & @DownWithSpitUp) leads marketing communications for Oswald Companies, a risk management and financial services company in Cleveland, Ohio. She is on the clock 24/7 with her parenting resource blog www.DownWithSpitUp.com, among other creative pursuits and community endeavors. Connect with her on LinkedIn at https://www.linkedin.com/in/christinacapadonaschmitz.