Successful Companies like Apple Communicate Upside Down – Journey #3

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Successful Companies like Apple Communicate Upside Down – Journey #3

The most important lesson we learned this week is that successful companies like Apple (and even activists like Martin Luther King and inventors like the Wright Brothers) had the f ...

The most important lesson we learned this week is that successful companies like Apple (and even activists like Martin Luther King and inventors like the Wright Brothers) had the following in common:   They Communicated Upside Down:  Instead of What? -> How? -> Why?’ they communicate ‘Why? -> How? -> What?’…  Here are this week’s digital marketing experiments’ results, which led to this revelation:

WhatsApp Experiments

We noticed that we received much less clicks on the Monday 13:00 broadcast than the Wednesday 20:00 broadcast. We experimented by shifting the Monday broadcast to Thursday 20:00. Unfortunately, the click through rate was disappointing: 4 on Wednesday and 6 on Thursday…  We added some additional people to the broadcast groups and only had 1 additional opt out, so opt out is still low (which is good), although the engagement is also low (not good)…

We also tried asking a question in the weeks post, asking for feedback with a thumbs up, thumbs down, or thumb horizontal (for neutral) feedback.  Only received one negative response which resulted in a thumbs down.  So WhatsApp, with my current message and current audience, is quite disappointing in generating direct feedback as well (we thought maybe it is just the clicking on the links that were too much effort).

We also tried to summarize results in the message, but found that the click-through rate was lower than the previous week – not sure if this is related to this content change, or the fact that people has lost interest in the message.

Facebook Experiments

We tried regular Facebook posts, to see if different kinds of content would attract more attention:

Order of most recent to oldest posts this week: (Blue: Highest reach; Green: Medium Reach; Orange: Lowest Reach)

  1. SmartDuvet: Bed that makes itself (Reach: 26) View Post
  2. Survey Genius (our online Survey System) being used at Nampo 2017 #2 (Reach: 101) View Post
  3. Survey Genius (our online Survey System) being used at Nampo 2017 #1 (Reach: 48) View Post
  4. Google Tips that will change the way you Search (Reach: 28) View Post
  5. Our Digital Marketing #2 (Reach: 44) View Post
  6. Global Ransomware Attack Update (Reach: 35) View Post
  7. Tesla’s new moonshot is solar energy – here’s why it might just work  (Reach: 107) View Post

It’s hard to establish any kind of trend, but we notice the following:

  • Post 2 had twice the reach of 3, although it was posted within 10 minutes of each other about the same topic (Nampo 2017).  The difference?  Post 1 had a more personal photo and 3 people liked it, whereas with 2 only 1 person liked it.  These were posted at 8:05 and 8:15 on a Friday morning.
  • Post 7 had the second most views, posted on Monday 11:17 pm and 2 people liked it.

What both posts had in common, is the fact that both were very recent news (although the one was big news internationally and the other one was a lesser known event to the general public).

Back to Basics

It seems that factors like time of day and medium doesn’t have as much of an effect as the basics:

  1. The right audience
  2. The right message

The question is, how do we get this right?

Improving the Message: Upside Down Communication

This TED Talk by Simon Sinek (2010) is one of my big favorites and has really changed my thinking around communication (and the importance of having a vision and mission that people buy into).  The big take away here is to communicate in the following order Why? -> How? -> What?  instead of the conventional What? -> How? -> Why?

Watch this video – it had a great influence on me!

So, before I can turn the order around in our communication, I need to answer these 3 questions and I’ll start with the easiest one first:

1. The ‘WHAT?’:  What does Tech Genius Do?

The short answer is: ‘We Automate Businesses Processes using Technology’:  The technical term for this is Business Process Automation, or BPA for short.  Most people’s reactions to that is probably: ‘Huh?’  You don’t exactly hear business owners running around in a frenzy:  “I need someone who can do business automation and I need him NOW!!”  (Would have been nice though if this actually happened 🙂 ) .  What you do hear, however, is business owners complaining about the symptoms that their business processes aren’t functioning as well as they could:  You might have heard the following complaints from business owners:  (I’m using fictional names here)

I can’t believe Sarah didn’t pass on this contact request to sales!

I can’t believe John forgot to prepare this quote!

We lost a huge deal because John’s quote email didn’t get through and no one followed up!

Sarah misplaced this order and the client wants to cancel the contract!

The parts we ordered are late and now we won’t be able to deliver on time!

The business challenges above (and many other) can be solved by automating business processes.  We basically use technology to make it easy for business decision makers to consistently monitor and control important aspects of their business (without getting frequent heart attacks).  In essence, in the same way that an ‘auto pilot’ system helps the human pilot of an airplane, so our business automation systems helps the ‘pilot’ of a business.

Did you know that

The installation of autopilots in aircraft with more than twenty seats is generally made mandatory by international aviation regulations

Would you get on an international flight, where the airplane does not have an Auto Pilot installed?  

Yet, many Growing businesses think they can Survive and Thrive without Business Process Automation:  It’s one of the biggest myths that we are passionate about busting!

We love to hear your ideas and suggestions…

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