Social Leadership – What It Means To Me

Yesterday I was invited, at the last minute, to join a panel of articulate and gifted women to present and discuss women in leadership for the Women in Leadership Foundation mentorship program here in Vancouver. I was honoured to be part of such an esteemed group that included Cindy Hogg – Moving the Human Spirit, Agnes Garaba – SAP – Head of HR Canada, Stephanie Redivo – GIRLsmarts4tech & SAP – Senior Project Manager  and Ingrid Kastens – Executive Director Pacific Community Resources Society. As is often the case with me, I jumped in with both feet without giving it much thought then began to panic: “what will I say”, “what do I know about leadership” said the pesky voices in my head. So I broke it into bite sized chunks.

Thanks to Gwen Gnazdowsky for facilitating this great event and to Sherry Baumgardner for sharing the lovely photos below.

What Leadership Means to Me

If your actions inspire others to dream

For me leadership is all about sharing my knowledge with others so that they can learn from me and from the mistakes and successes I’ve had along the way.  It is also about learning from the experiences and knowledge of thought leaders – people to whom I am very thankful to every day because they share their insights and help me stay abreast of developments in such a fast changing industry (shout out to Mari Smith, Chris Brogan, Brian Solis, Seth Goden, Mitch Joel, Scott Stratten and all the influencers who tirelessly lead and share).

Leadership is all about inspiring others to do great things but it’s not about doing it for them nor is it about forcing them to do things your way. I’ve had some great bosses over the years but not all of them have been great leaders (or even good ones for that matter!).

Leadership and Social Media

Social media gives us a vehicle to lead and to be influenced like never before. We live in a time when technology allows us to inspire others and lead in brand new ways. Twenty years ago leadership was more about personal one on one connections. You could read books by leaders but there was little or no interaction. You could influence and be influenced by colleagues, bosses and partners but it was difficult to influence a wider audience.

I am not saying that personal, one on one leadership connections are no longer important to leadership (they are still paramount) but now things are different and we’re so fortunate to live at a time when we can augment personal relationships to influence, interact and collaborate with like minded people across the globe online.

During our panel the other speakers talked about connections, about trust, about corporate culture, about partnerships and about inspiring creativity. Social media enhances our ability to do each of these.

WIL 11Key Components to Social Leadership

1. Connections – social media allows us to connect with younger generations in the forums they are most comfortable with so that we can help and influence them in positive ways. It also allows us to connect and learn from those influencers, to grow those connections into valuable relationships and to take advantage of their sage advice to have a positive impact on you and your career or business. Humans have produced more information in the last 2 years than ever before but if you are following the right people rather than haphazardly following everyone and anyone you will be exposed to great content.

WIL 172. Content – social media allows us to share our wisdom and learnings and to disseminate great content that we find online with other interested parties. One of the purposes if this blog is to share content that is valuable and might inspire other businesses and marketers. As an influencee, the ability to listen effectively is key here, to know how to use hashtags and lists.

3. Communication – social media allows us to communicate with much wider audiences and to connect one on one or one to many like never before. Effective communication is the top attribute for effective leadership and yet many CEO’s who have the opportunity to do so don’t or won’t. Blogging,  Twitter, Facebook, LinkedIn and YouTube offer leaders a vehicle to communicate and influence in very personal and positive ways.

WIL 18

Social Leadership and Inspiration

As someone who runs a small company working with select clients, the opportunity to talk on this panel got me thinking about the ways I lead. I was surprised to realise that whilst I don’t always have the opportunity to lead many subordinates in traditional hierarchical, corporate leadership roles (and I am quite glad of that!), I lead in other ways. Practically everything I do from influencing and assisting clients, partners and associates to grow online, to sharing blog posts, to Tweeting valuable content, to mentoring other women and to speaking and teaching, is intended to unfluence and inspire others in positive ways and for that opportunity I am grateful.

Websites That Showcase Brand and Style

PMIHA business owner recently asked to see some examples of websites we’ve worked on so that they could get a feel for our ‘style’. It’s a great question and most companies that create sites for clients do have a distinct style.

At Out-Smarts though, it’s not about us it’s all about capturing our clients’ style (or brand!). We work hard during our discovery process to truly understand our client’s style and goals and to make sure that this shines through in the sites we build.

PMIH2Here’s an example from a site we launched recently. The client is Port Moody Integrated Health, a clinic that provides Naturopathy, Chiropractic and Massage Therapy services.

When we started working together they had a vision of a site that is uncluttered and easy for people to navigate on any device, one that contained exactly the information that their clients required and, most importantly, conveyed tranquility and natural balance (this is how people feel when they leave the clinic). The site also had to have a west coast feel.

Responsive Health Website - Out-SmartsWe created a scrolling parallax site that is responsive to major devices. The background image on the main page is the rainforest of BC. Clients can easily click on the navigation to book and appointment, find forms or locate their clinic. It’s also integrated to their online booking app so that clients can easily schedule their appointments online.

Whether it’s websites, social media or search for us it’s not about our style, it’s about finding our client’s style and we work hard to make surer we do that.





The Key Points I Learned At The Art Of Marketing Today

Art of Marketing Vancouver RecapThis year’s line up at the Art of Marketing wasn’t as ‘star studded’ as previous years and I debated whether to go or not. I’m glad I did. The quality of the presentations was even better than before.  In marketing we’re getting back to basics. We’re not obsessed solely by social media anymore and that’s great because now we can focus on what makes people tick and how this applies to all aspects of marketing.

The underlying thread in every presentation was psychology, how people think, what they do and how great marketers manipulate, ahem, influence.

Here are some of the key points I learned from the speakers.

Dr. Robert Cialdini – Influence: The Ultimate Power Tool

Robert’s presentation was all about tactics we can use to develop strong and meaningful business relationships. His key takeaway came in the form of a handy dandy laminated card outlining how to ethically influence people:

  • Remember to reciprocate – be the first to give service, information or concessions.
  • Emaphisize scarcity, unique features and exclusive information.
  • Know and show your authority – but remember to empahisize your weaknesses first.
  • Start small and build – consistently.
  • Make friends to influence people – what do you have in common? Being genuine is important.
  • People proof, people power – gain consensus and unleash people power  by sharing others successes and tesimonials.

Nir Eyal – Hooked: How to Build Habit-Forming Products

There are 4 key aspects to getting people hooked on your products:

  1. The Trigger – the thing that sparks your interest (can be internal or external). These triggers tend to be habit forming because when we see them we feel a certain way.
  2. The Action – companies leverage motivation and ability to get people to take action.
  3. The Reward – there has to be something in it for the intended audience.
  4. The Investment – how do you get them hooked so that they come back for more.

Martin Lindstrom – Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy

According to Martin, if you want to persaude people to buy you first need to get clear on what the emotional end goal is then you need to uncover the things that matter most to the people you want to buy from you. Unfortunately we’re drowning in big data but have no real information – or we are missing the small things that really matter. Martin notices unusual correlations in behaviour that impact decisions and by small I mean the things that most people miss or take for granted. For example, did you know that your credit rating can be assessed by the way you type? He pulls from his experience to tell stories such as telling why people in Saudi wrap things in plastic (fear) and why people are more likely to buy when you appeal to their inner age (which is usualy somewhere in the 20s) rather than their actual age.

He ended with this quote from Benjamin Franklin – ‘Tell me and I forget, teach me and I may remember, involve me and I learn.

Jackie Huba – Loyalty Lessons from Lady Gaga

Businesses and marketers can learn a lot from Lady Gaga. The pop phenomenon knows her fan’s inside out. She’s taken the time to truly understand her 1 percenters – those fans that are passionate to the point of obsession (she’s even given them a name – “Little Monsters”) and she focuses on making them feel special. She’s also someone who does things her way, supports and publicises the causes she believes in and is true and authentic to herself.  As a result she is hugely succesful and has a loyal following of fans who would follow her to the ends of the earth.  If businesses spent more time getting to know their 1% clients and catering to them instead of constantly pursuing new clients they would be much more effective.

Chip Heath – Made to Stick: Why Some Ideas Survive and Others Die

Chip’s presentation was all about the decisions people make and how they make them. There are 4 points  that impact the likelihood that your decision will be the right one:

  1. Consider all the options – don’t just get stuck on one and go for it. Take time to think about all possible options. If you do then you are more likely to choose the right one and even if you don’t you will be more likely to adapt and change along the way and you will be faster at getting it done!
  2. Reality test your assumptions.
  3. Distance yourself from the decision – consider what the impact of your decision will be in 10 mintues, in 10 months and in 10 years.
  4. Prepare to be wrong – think about what can go wrong and put contingenies in place before it’s too late.

The Art of Marketing  found a new home this year in the Convention Centre East in Vancouver. Floor level seating didn’t enhance the experience the way plush theatre seating at the old location (Chan Centre) did, and the lack of wifi for an event costing several hundred bucks was archaic but this did nothing to diminish the impact of the speakers.

First impressions count online – big time!

Just like in the real world the first glimpse you have of something online can instantly impact your perception and determine whether you’re META Titles in searchinterested in sticking around (and doing business) or not. You have literally seconds, not only to make a good impression but also to resonate with your target audience.

Businesses often  burn through big budgets designing beautiful websites that look and feel just right for their intended audience – don’t get me wrong, that is hugely important  – but they often completely neglect doing the things that need to be done to help their intended audience find the website and compell them to click through for a visit. This is what search engine optimization (SEO) is all about.

If people are looking for products or services, the number one place they look is online and that usually involves a quick google, to see what results come up or to find a company they have been referred to. If the first thing they see in the search doesn’t impress them then they quickly move on (and by quick I mean milliseconds).


Take a look at this – does it make you want to visit the site?

Bad META Desr

The first line in blue is fine, that is the META title and it tells you who they are, what they do and where. The text below the URL is the META description and, I don’t know about you but it makes me want to run a mile and that’s pity because this is probably a great company. My first impression might be a misconception but not in a million ears would I click through to this site. It simply doesn’t give me the warm fuzzies that they would be the right people to manage my investments. Next please!


If you want the right people to visit your site, it is important to develop strong META titles and descriptions for each page on your site – not just the first page! If you develop a strong keyword strategy using words that your audience might use to google you then add those words to your META titles, Descriptions and to the content on your site then there’s a chance that your site might come up in the search results but if the actual META titles and descriptions they see are gobbledigook or don’t have impact then your audience will move right along to the next result.

The best time to develop your META isn’t after your site launches but during the development phase. If you are in the process of creating a new website for your business or if you’ve read this article and realized that your META sucks then give us a call, maybe we can help fix that for you.

Think it’s a good idea to build your own website? Here’s why you should think again.

You wouldn’t consider building your own car would you? The answer, unless you are a hardcore grease monkey and car fanatic, is of course you wouldn’t, it would be crazy to even attempt it without mechanical 2knowledge.

So why would you think it’s a good idea to build your own website? I’ll tell you why. As small business owners, we love the Do It Yourself approach. We’re operating on shoe string budget so the more we can do ourselves the better. I’ve been there too. When I started out in 2002, I did all of my own everything. I remember night after night tracking down pennies and trying to balance the books but eventually I realized that it’s better to hire a professional, someone who knows what they are doing (and now I have a bookkeeper and accountant just for safe measure). The same goes for websites. You have to ask how much is your time worth?

Regardless of what hosts like GoDaddy and DIY tools like Wix might manipulate you into thinking, building websites isn’t as simple as they make out. Yes, you can create your site and it might seem simple to drag and drop elements to make it look pretty but what do you know about navigation, taxonomy, URLs and calls to action and, even more importantly, what happens when things go wrong? And they inevitably will.

In my job, I’m often brought in after the site has been built, to work on getting the right traffic to the site. Time and time again I see WordPress sites that are badly set up, either because of the DIY approach or because it seemed like a great idea to hire someone from Fiverr to build the site and now they’ve gone AWOL. The trouble with scrimping or DIYing a website is that, beyond the look and feel, you have no idea whether the back-end code is good or whether you’ve been left with vulnerabilities that could make your site a magnet for hackers.

I often work on (and have to fix) WordPress sites with all kinds of plugins that are out of date or superfluous or that have ancient versions of WordPress. Did you know you should update plugins regularly and delete those not in use because they leave your site vulnerable? No, you probably don’t because you didn’t even know to ask. Not your fault!

Your website is likely the first impression a prospective customer or client might have of you or your business. So do yourself a favour, spend the money and do it right. Work with professionals who are well established and will be around in the long-term to help you should anything go wrong and who can show you how to properly maintain your site. It will save you a lot of grief in the long term, and your brand will be much better for it!

Learn more about are services and contact our team.