PR 20/20 Blog

Find Time for Social Media: How To Map Out a Plan for the C-Suite

By Jessica Donlon | Posted Jan 26, 2012 | 4 Comment(s) | Filed in: Business, Social Media
Executives can no longer ignore the power of social media. The social media policy is in place, the communications department is managing a corporate brand, employees are active, and now it’s time for the C-suite to get active!

The challenge for agencies and marketers has shifted from convincing your C-suite about the value of social media, to helping them find the time to make social media a natural part of the day. So many executives still “have trouble finding the time to tweet.”

This post breaks down the time commitments needed to set up and maintain social media profiles, assuming a low-to-moderate level of activity, based on our client experience to date. Encourage the upgrade from social media lurker to active conversationalist with a strategic approach and the following roadmap.

Present a Phased Approach

The world of social media can seem overwhelming to someone who barely has time to squeeze in a decent lunch break, so break down entrance into the social world into more digestible pieces:

1. Foundational Activities: Includes the time needed to set up all accounts, monitoring tools, and alerts or notifications as needed.

Note: For the most efficient use of everyone’s time, make sure your executive has access to needed social networks and platforms before diving in. Then, carve a good chunk of time (1-2 hours) for a meeting where the executive and your agency/marketing lead can physically run through foundational activities and account setups together.

2. Daily Activities: Includes checking-in for alerts and mentions, and responding as necessary; checking an RSS feed—like Netvibes or Google Reader—for a pulse on industry news; gradually building connections; and posting or scheduling a few industry-related updates and interactions with corporate accounts.

3. Weekly Activities: Includes posting company headlines or new content, article or blog comments, and answers to LinkedIn, Quora or Focus questions.

Prioritize Networks & Set Expectations on Time Investment

How active your executives would like to be, as well as the industry-fit, user base and potential return of each network, will help you focus social media activity. Offer consultation by prioritizing the following networks for your execs. Then help executives explore capabilities and opportunities of each.

LinkedIn

May be one of the best opportunities for professional connections, especially for B2B. Executives can take advantage of the network by responding to invitations and messages, as well as identifying and participating in related group discussions, Q&A, and keeping an updated status.
- Set-Up Time Needed: 45-60 minutes
- Ongoing Activity: 30-60 minutes/week (assumes answering one question per week, updating status when an article is relevant, and monitoring groups)
Twitter

Drive inbound traffic and create online community with this network. Make sure that executives post a few tweets before following others, gradually follow others so the ratio moves up on scale, and participate in conversations with industry influencers.
- Set-Up Time Needed: 15 minutes
- Ongoing Activity: 60 minutes/week (assumes sharing articles after reading/commenting, and low levels of engagement with priority follows)
Facebook

If your brand has a page, make sure executives have a clean profile and are connected. Teach them how to use the network with a balanced professional and personal presence, mentioning other brands and industry articles, uploading pictures, etc.
- Set-Up Time Needed: 15 minutes
- Ongoing Activity: 30 minutes/week
Google+

Encourage executives—especially those who contribute to a corporate blog, so you can connect a rel=author tag—to set up a G+ account and take advantage of the platform’s capabilities to follow conversations, impact search, upload content without limitations and more.
- Set-Up Time Needed: 15 minutes
- Ongoing Activity: 30 minutes/week
Blog Commenting

Reading and responding to others’ blog posts is an effective strategy for connecting with target audiences, establishing thought leadership and increasing an organization’s visibility.
- Set-Up Time Needed: Minimal
- Ongoing Activity: 30-60 minutes/week (assumes commenting on 2-3 posts per week, and checking in on responses)
Curated Networks (think Scoop.It or Delicious)

Something executives may already be doing privately: saving relevant industry articles. If your executive is constantly reading the latest news, encourage him or her to go public with a stack or online magazine that can be linked to and shared with online communities.
- Set-Up Time Needed: 15 minutes
- Ongoing Activity: 15-30 minutes/week (install plug-ins so adding reads to curation sites becomes a natural reaction with minimal time commitment)
Q&A Networks (think Quora or Focus)

Connect with business experts over decision-making information via online communities geared toward Q&A, research and being a resource of information. These networks are also great for positioning executives and their organizations as thought leaders.
- Set-Up Time Needed: 15-30 minutes
- Ongoing Activity: 15-30 minutes/week (assumes answering one question per week)
As Tim Gunn Says, Make It Work.

How much time do you spend on social media each month, and how much do you think your C-suite expects to spend? Setting realistic expectations up front can help turn what may seem like a daunting task into a manageable reality.

Share your thoughts or lessons learned in moving the C-suite to the social scene below.

Jessica Donlon is a consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Jessica on Twitter: @jessicadonlon.

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A New Chapter Emerges from a Change in Perspective

By Paul Roetzer | Posted Dec 23, 2011 | 0 Comment(s) | Filed in: Business, Marketing Agency
“The marketing-services industry is at a turning point where an agency must choose whether to, as Paul states, “disrupt or be disrupted.” So the question now is, which side will you choose?” — Brian Halligan, cofounder and CEO, HubSpot

Twelve months ago, I had a rather significant change in perspective. I decided that after years of being guarded about PR 20/20’s business model and processes, I was going to open up and share everything we had learned along the way.

There was certainly risk involved, but I had become convinced that it would help entrepreneurs build their agencies and futures, stimulate a more open and collaborative agency ecosystem, and accelerate the inevitable transformation of an industry.

The Marketing Agency Blueprint is Now Available

In April, I signed a deal with Wiley to publish The Marketing Agency Blueprint. After three months of writing, and five months of editing and waiting, it’s finally here.

The book was officially released this week, and is now available in hard cover and digital formats. It explores lessons learned building PR 20/20, draws on my own experiences working in a traditional marketing firm, and integrates knowledge and resources from industry leaders and business innovators.

The Marketing Agency Blueprint presents 10 rules for building tech-savvy, hybrid agencies that are more efficient, influential, and profitable than traditional firms.

It’s about what is possible, what marketing agencies have the potential to be.

Traditional firms, who are unable or unwilling to evolve, will fade, and a new category of disruptive hybrid agencies will rise. These emerging firms are tech savvy, offer integrated services, hire and retain versatile talent, and profit from diversified revenue streams.

They thrive on change, and continually apply shifts and advances in technology to strengthen their businesses, evolve their services and deliver greater value to clients.

Your Thoughts

If you have an opportunity to read it, I’d love to hear your thoughts. I also welcome you to join the Marketing Agency Insider community, which we’re building as the hub for a more open and collaborative agency ecosystem.

Related Links
- 10 Rules of Marketing Agency Transformation [On-Demand Book Launch Webinar with HubSpot]
- Why You Should Eliminate Billable Hours [On-Demand Webinar]
- The Marketing Agency Blueprint Nails It
- The Marketing Agency Blueprint Review by Brent Carnduff
- 5 Ways Hybrid Agencies Will Transform the Industry
- The Evolution of Marketing Agencies and Consultancies
- 7 Keys to Choosing an Effective Modern Marketing Agency
About the Author

Paul Roetzer (@PaulRoetzer) is founder and CEO of PR 20/20, and author of The Marketing Agency Blueprint.
How to Staff an Inbound Marketing Agency

By Tracy DiMarino | Posted Aug 29, 2011 | 2 Comment(s) | Filed in: Business
I’m impressed on a daily basis with the caliber of talent my colleagues possess, and their commitment to the agency and each other. In addition, over the past two years, I've grown and learned so much professionally—just by being part of the PR 20/20 team.

Wondering how we created such a strong agency culture?

Last Thursday, PR 20/20 CEO Paul Roetzer (@paulroetzer) participated in a webinar for the HubSpot VAR network with Patrick Shea (@mpatrickshea) on how to staff an inbound marketing agency. In it, he offers personal experiences and insight into how he built our team.

Below are my notes from the session. Watch the full video below for additional questions and responses directly from Paul.

How Do You Determine When to Hire?

The trick in determining when to hire is being able to predict how much work will come in each month, and knowing where your capacity benchmarks are. For example, each consultant at PR 20/20 has a capacity of 120-140 client hours each month. From there, you can figure out if you are going to exceed capacity levels in the foreseeable future, and whether you need to hire.

Accurate forecasting requires predictable workflow. Over time, it becomes incredibly difficult to scale an agency on project work since you don’t have a recurring revenue stream. Campaign based work gives you a more stable flow of business, not only from a revenue standpoint, but also for forecasting purposes, both of which help with hiring decisions.

What’s Your Advice for Working with Contractors?

If you’re going to outsource services to contractors, the key is building a provider network of trusted partners that excel in areas your agency doesn’t have core competencies. For example, we work with partners for graphic and web design, and don’t support these areas in-house.

Look for financially stable organizations with similar processes and philosophies on business and customer service.

What are the Key Traits of Top Talent?

Inbound marketing requires hybrid professionals that can plan and execute integrated plans. These individuals are trained to deliver services across search, mobile, social, content, analytics, web, PR and email marketing. They provide complete solutions that used to require multiple agencies and consultants.

Specific traits desired include: passionate, analytical, strategic, intrinsically motivated and tech savvy. Regarding skills, writing is a top priority.

What’s the Division of Labor at PR 20/20 Look Like?

Consultants at PR 20/20 plan and activate entire campaigns, managing each piece along the way. These consultants typically run one to two accounts and support an additional one to two.

Client campaigns are staffed by a minimum of two people, including an account manager who acts as the main client contact and lead strategist, and support person to assist in production and tactical delivery. Depending on the campaign scope, the core account team may be larger.

Learn More…

Watch the complete video from HubSpot below for additional questions from attendees, and more tips and suggestions from Paul on staffing an inbound marketing agency.

Also, check out chapter three—Talent and Team—of Paul’s upcoming book, The Marketing Agency Blueprint, for more in-depth information on the above topics.

Tracy DiMarino is a consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.

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An Idea, a Book and an Opportunity for Change

By Paul Roetzer | Posted Apr 18, 2011 | 9 Comment(s) | Filed in: Business, Marketing
Editor's Note: For more information on the book, see MarketingAgencyInsider.com.

This is the story behind my forthcoming book, The Marketing Agency Blueprint. A book made possible by the support and guidance of David Meerman Scott, the innovation and vision of my friends at HubSpot, a shared commitment with Shannon Vargo and Wiley, and my amazing team at PR 20/20.

A Broken Model

"There are times when all of us have to step outside of our comfort zone in order to advance an idea."

In February 2004, I came to a life-changing realization — the marketing agency model was broken, and had been for years. While I was only four years into my career at that time, a number of contributing factors had become obvious to me:
- Billable hours were inefficient at best. Professionals were more worried about meeting hour quotas than delivering the level of service and quality needed to produce measurable results for clients.
- There was little differentiation between firms, and a lack of innovation within the industry.
- Training and education were stagnant. Firms and universities were teaching the same systems, principles and services that had been applied for decades.
- Request For Proposals (RFPs) were a waste of time and energy, for both clients and agencies.
- Standard measurement systems (i.e. clips, impressions, reach, ad equivalency, PR value) were meaningless, with no real connection to bottom-line results.
The industry was ripe for disruption.

The Opportunity to Emerge: Marketing Agencies and Consultants

Fast forward to 2011, and many of the same challenges exist. Traditional firms — PR, advertising, SEO and web — are fighting to remain relevant by grasping for new services, such as social, mobile and content; rather than focusing on what really matters, including: pricing structure, technology, staffing, infrastructure, processes and purpose.

As a result, there are unparalleled opportunities for emerging agencies and consultants to transform, disrupt and thrive within the developing marketing services ecosystem.

The agencies and professionals with the will and vision to adapt and evolve will rise, while many traditional firms will become obsolete.

Accelerating Change: The Marketing Agency Blueprint

I have spent more than five years building a new agency model at PR 20/20 because I passionately believe there is a better way.

We have worked closely with tech companies such as HubSpot to develop more results-driven services and more efficient processes, drawn on the teachings of industry luminaries such as David Meerman Scott and Matt Cutts, and been influenced by the business models of innovative organizations such as Apple, Google, Salesforce, HubSpot and 37Signals.

We are far from perfect, and we certainly don't have all the answers, but I think it's time that we share what we have learned in order to accelerate change.

On April 14, 2011, I signed a deal with Wiley to write The Marketing Agency Blueprint. The book, which is targeted for fall 2011 publishing, presents rules for building tech-savvy, hybrid agencies that are more efficient, influential and profitable than traditional firms. And, most importantly, capable of delivering greater results and value to clients.

The book will explore lessons learned from my own experiences, and integrate knowledge and resources from the leaders and innovators who are transforming the marketing services industry.

In addition, it will feature original research and data, case studies, a dedicated website, downloadable worksheets and software vendor comparison guides.

Leaving My Comfort Zone

The quote at the top comes from a blog post I wrote in October 2009 — "Does Inbound Marketing Really Work?" It was one of the first times I publicly shared intimate details about what we were building at PR 20/20. It also serves as a reminder to me that we have to take chances, and embrace the unknown, in order to influence change.

Writing a book is a daunting undertaking, and quite honestly, not something I had planned to do at this point in my career. Plus, giving other agencies the knowledge and tools to build stronger, more competitive businesses seems somewhat ludicrous on the surface.

But it's the right thing to do. I believe the book and supporting resources will help entrepreneurs build their agencies and futures, stimulate a more open and collaborative agency ecosystem, and contribute to the inevitable transformation of an industry.

One of my favorite quotes, which has come to encapsulate my philosophy in business and life, is from Tim O'Reilly — "Create more value than you capture."

That is exactly what I hope to accomplish with this book.

Stay Informed

Stay tuned for more information in the coming weeks. If you are a marketing agency or consultant interested in the book, website and supporting resources, complete this brief contact form to receive regular email updates.

About the Author

Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm, and author of the upcoming book, The Marketing Agency Blueprint. He can be found on Twitter @PaulRoetzer.

Connect with PR 20/20

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The Last Blog Post: 5 Lessons I'd Leave Behind

By Paul Roetzer | Posted Feb 8, 2011 | 6 Comment(s) | Filed in: Business
“If you had one last blog post to write, what would you say?”

Inspired by Randy Pausch’s “Last Lecture,” Daniel Burstein of MECLABS Primary Research asked that very question to a group of marketing bloggers.

Daniel wondered what impact it would have if these bloggers came together to share their ideas, and simultaneously publish blog posts on Feb. 8, 2011 at 8 a.m. EST.

The Challenge

I thought it was a fascinating concept, and welcomed the opportunity to participate. But what would I say?
- What unique experiences and insights could I offer?
- What have I learned in my 32+ years that I could share?
- How have the last five-plus years as an entrepreneur changed my perspective on life? And how have my life experiences during that time changed my perspective on business?
- What thoughts and ideas would I leave behind?
The Inspiration

My personal experiences have had a direct and lasting impact on my goals for the agency, the people that I choose to surround myself with, and the decisions that I make every day on where to focus my time and energy.

While I've written a collection of blog posts on life lessons and business strategy for the PR 20/20 blog, I found my inspiration in something I once created to honor the memory of a friend:

“Some people measure greatness in dollars, influence or power. Their pursuit of happiness and satisfaction is eternal. Others live every day as a gift. They cherish the events, people, places and experiences that make life beautiful. They know that while we live life in days, weeks, months and years . . . we remember it in moments, and they seek to create, embrace and cherish them.”

This passage has come to define my beliefs and guide my actions, both in business and life, and served as the foundation for what I would say if this were “the last post” . . .

The Lessons I’d Leave Behind

1) Pursue purpose.

It’s not about the money, or at least it shouldn’t be. We all have basic financial needs that must be satisfied, but no amount of money, fame or power will bring happiness. In fact, my experiences have shown me that they often have the opposite affect. In order to find happiness, we must be a part of something greater than ourselves, something that we truly believe in.

The same holds true for businesses. While for-profit companies are in business to make money, the most important organizations, the ones that have the potential to change industries and our world, are often started because the founders believe they have a higher purpose.

They build what others aren’t willing or able to out of passion and an undying belief that they can create something of great and lasting significance.

True entrepreneurs will never be satisfied with riches. They have to affect change, and will risk everything to make their vision reality.

2) Success is a process, not a privilege.

No one owes you anything. Success, however you define it, requires persistence, perseverance and an uncommon drive to achieve remarkable things.

There are no shortcuts, and no guarantees. You have to be able to find satisfaction and motivation in incremental progress over days, weeks, months and years. And you have to be willing to outwork your peers and competitors, especially when no one is watching. It’s not about rewards or recognition; it’s about an internal burning desire to improve.

If you’re not putting in the time and energy to succeed, someone else will, and you have no right to complain when they take what was yours. It’s OK to be mediocre, but if that’s the path you choose, then alter your expectations about what life will give you in return.

Success isn’t easy, but things worth achieving never are.

3) Spend less time planning, more time doing.

If you want to be the best, don’t waste your time (and others') talking about it. No one cares about what you’re going to do, so just focus your energy on doing.

Plans have their place in business and life, but I’ve found they often serve as a convenient excuse to avoid action.

Life is too short to delay living. And business moves too fast to watch from the sidelines. Take chances. Make decisions. Be willing to admit your mistakes, learn from them and adapt as you go. See failure as an inevitable part of the process, and challenge yourself to embrace it.

4) Nothing great has ever been achieved without passion.

This was my mantra when I founded PR 20/20 is 2005. I had come to believe that the key to life was the desire to be great, and the only way to achieve greatness was to have a consuming passion/love for what you do.

Now “great” can mean different things to different people. Some may define it as success in business, while others may measure it by their contributions to their communities or impact as a mother/father/friend.

Whatever your definition, success and happiness will only come when you pursue your purpose with passion.

5) Everyone has a story.

Take the time to listen and understand before you judge. Everyone has a unique set of circumstances and experiences that make them who they are. Whether they are your co-workers, peers, competitors or casual acquaintances, give people a chance before you dismiss them.

At the same time, your energy is best invested in positive people whom you trust and respect, and who challenge you to be a better person and professional.

Negativity will destroy relationships and ruin the chemistry and culture within companies. Build your personal network and businesses around positive people.

Your Thoughts?

What would you share if you were to write your last post?

Related Posts
Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer.

Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.
5 Lessons Learned from a Day with Seth Godin

By Paul Roetzer | Posted Jan 12, 2011 | 2 Comment(s) | Filed in: Business
Seth Godin, best-selling author of Linchpin, took to the Helen Mills theatre stage Tuesday in New York to share his ideas on the new dynamics of publishing.

It was an intimate affair with 100 attendees, including myself. There were no PowerPoints, splashy parties or corporate sponsors. We spent six hours listening, asking questions and discussing what's next for the book publishing industry.

While the event was targeted at authors and book publishers, the lessons learned apply to all content marketers. I’m still processing everything, but here are my initial takeaways:

#1 Attention is Scarce

Consumers are faced with channel overload. Everyone has become a publisher, making information abundant, but attention scarce.

Businesses are competing to break through the noise, build followers and create loyalty. To win, you must be remarkable, and continually create value.
- You must earn the right to ask for attention.
- Once you get attention, you can’t walk away, or you will lose trust.
- Attention comes with a promise that you will meet expectations.
#2 Don’t Make Promises That You Can’t Keep

When building our tribes, as Seth defines them, we must be careful not to overpromise. We have to keep expectations in line with our ability to deliver at scale.

Sometimes when we’re small, we make promises that are too big. Just remember, once you break a promise, there is no going back. Don’t let desperation, or a lack of perspective, cloud your judgment and actions.
- When you give things away, including knowledge through blogs posts and webinars, expectations are low.
- As soon as you start charging for that knowledge, everything changes.
- Be ready for increased expectations as you grow and evolve.
#3 You Better Be Scared

My favorite line of the day came when someone asked Seth about how he so consistently innovates and creates remarkable content. To summarize his reply: “I practice staring into the abyss.”

If you’re not scared and unsure when creating content and pushing new ideas, then it’s probably not worth pursuing. We have to challenge ourselves to tackle the unknown. We have to look into the dark to find the light.

#4 Master the Art of the Unexpected

Give people something they didn't know they wanted, and take them places they didn't expect to go. Think Steve Jobs. No one does it better.

Apply this thinking to your content, business model and personal brands. In order to capture and keep the attention of the crowds, we must take chances and be willing go where others won’t.

#5 Work Backwards from the End

Are you trying to sell services, drive website traffic, generate leads and build your brand . . . or are you trying to create a movement?

What is the goal of your content? How will you define success? A clear vision of what you want to achieve should drive the channels, pricing, timing and promotion of your content.

Other Notes from the Day
- Just because you have an idea doesn't mean you're entitled to make money off it.
- Start by finding 10,000 people who care about what you have to say. Then you can spread ideas.
- We have trained people to wait to get picked. Don’t wait anymore.
- Shifts start with being willing to push ideas and create value even if no one has asked you to. Why? Because you believe in them.
- Rush with deliberate speed to find the group of people who want to be connected to you. People who want to be led and taught.
- You can never undo the perception that you have spammed someone.
- Once you overcome fear, you become addicted to it. You have to always push yourself to take risks.
Learn more about Seth Godin and The Domino Project.

Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer.

Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.
Taking a Moment to Say Thank You

By Laurel Miltner | Posted Nov 23, 2010 | 1 Comment(s) | Filed in: Business
The time of year is upon us for contemplation and reflection, a time to give thanks for the people and the moments that never go unnoticed, but too often go without formal recognition. So, today we’re taking break from our standard blog format to share what we’re thankful for here at PR 20/20.

Our Clients:

Thank you all for your trust in us, for the challenging and rewarding projects from small to large, and for the personal friendships that have resulted from our business relationships. Clearly, we couldn’t be here without you.

As we round out the year and look forward to 2011, we want nothing more than to over-deliver on our promises to you, and to help you achieve high levels of success that keep our relationships growing for years to come.

Our Partners at HubSpot, New Media Campaigns and Junta42:

Thank you for working with us, and encouraging us to continue to learn, grow and take risks to innovate in our ever-changing industry. You make us better at what we do and what we deliver.

The PR 20/20 Crew:

Thank you all for your hard work every day, for your passion, and for your desire to learn and share your knowledge. (And for the work hard/play hard mentality when things like Mega 80s come around.) You make being a part of this team something to truly be proud of.

The People We’ve Met Along the Way:

We’ve been lucky to have the opportunity to meet some incredible people through shared connections, social networks and industry events. Thank you all for the discussions, guidance and friendship. You open our eyes to new ways of thinking, keep us on our toes, and often keep us entertained.

Our Readers, Facebook Fans, Twitter Followers, Etc:

We started blogging back in 2007, and even though “it’s our job,” it’s still crazy to think that we’ve developed some level of influence in the industry just by publishing our thoughts. Thank you for reading, sharing, commenting and connecting. You make the agency-focused, late-night and early-morning hours so worth it.

Happy Thanksgiving.
Is Your Business Marketing in Real Time?

By Paul Roetzer | Posted Nov 1, 2010 | 2 Comment(s) | Filed in: Business, Marketing
In today’s real-time world of consumer-generated content, social networking, crowdsourcing and viral marketing, speed and agility win. Businesses that are not proactive and engaged run the risk of alienating customers, losing market share and becoming irrelevant.

Bestselling author David Meerman Scott explores the power of real-time business in his latest book, Real-Time Marketing & PR, released by Wiley today (Nov. 1, 2010). As part of his research, Scott reached out to the top 100 Fortune 500 companies (of which only 28 responded) to determine how they had adapted to the new realities of the real-time Web.

What he learned was that there is a positive ROI for investing in real-time marketing and PR, and that real-time companies are more successful than their Fortune 100 peers:

“A comparison of 2010 stock prices reveals that on average the publicly traded Fortune 100 companies that engage in real-time communications beat the S&P 500 stock index while the others, on average, underperformed the index.”

Scott has published his findings in a free 28-page eBook — Real Time: How Marketing & PR at Speed Drives Measurable Success — which you can download here.

In the eBook, he shares how companies such as Boeing, Chevron, Coca-Cola, Ford, Intel, Prudential Financial, State Farm Insurance, UPS, Verizon Communications and Wells Fargo are using social media and blogging to engage audiences and connect in real time to grow their businesses.

“The key to a business or brand getting one step ahead of its competitors is to reach consumers faster through the mediums they are consuming on a daily basis, at their convenience.”

Scott also poses the question, based on the lack of response from nearly 75 percent of the Fortune 100, if it’s possible that some companies are too big to succeed in this real-time world.

Are they too consumed with planning, and too constrained by their reliance on traditional marketing and media budgets, to win in today’s consumer-driven business environment? For some conservative, slow moving organizations, that certainly appears to be the case.

The Moral of the Story

Spend less time planning, and more time engaging with audiences online where they are communicating and consuming information.

The eBook highlights four actions that every business can take to improve their chances of success in a real-time business world:
- Build a (Real-Time) Team.
- Monitor What’s Being Said.
- Develop Guidelines and Train Staff.
- Engage with the Market.
Download the free eBook — Real Time: How Marketing & PR at Speed Drives Measurable Success.

Buy the book — Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers and Create Products that Grow Your Business

Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer.

Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.
The Unplugged Experiment

By Paul Roetzer | Posted Oct 26, 2010 | 21 Comment(s) | Filed in: Business
I'm going unplugged, and I believe you should too.

For a minimum of four hours every work day, I'm going off the grid to regain focus, improve productivity, create more value and concentrate on what's most important in business (and life).

The Problem

We have become a society consumed with connectivity — much to our own detriment, and that of our employers, clients, co-workers, friends and family. We are wasting time and money at alarming rates, instead of focusing our energy on what matters.

Unfortunately, while many of us think that we are increasing our value and productivity with our always wired lifestyles, the inverse is actually true, especially if your job requires regular strategic and creative thinking.

We are so focused on meeting short-term demands for our time and attention that we have lost sight of the higher priority outputs that will build our careers and businesses, and make us better and happier people.

The Distractors

“Studies show that a person who is interrupted takes up to 50 percent longer to accomplish a task. Not only that, he or she makes up to 50 percent more errors.” — Dr. John Medina, Brain Rules

We suffer from channel and information overload. At any given moment during business hours (and often after) we are connected through an array of channels competing for our attention — Twitter, Facebook, Internet, TV, chat, email, phone, text, Skype, Intranet — not to mention face-to-face time and meetings. In essence, we're always distracted, or anticipating distraction, and therefore never performing at our peak, and never achieving flow (to learn more about flow, read Daniel Pink's classic, DRIVE).

These channels are important to our daily lives, and our ability to consume information, communicate, produce and grow. However, as Dr. John Medina explains in Brain Rules, our minds are wired to work and think sequentially, not simultaneously. In other words, it is biologically impossible for us to give our full attention to more than one task at once.

We cannot process Twitter alerts, email notifications, instant messages and texts, and still efficiently produce outputs. Plus, research has shown that every time we are interrupted, our brains take up to 45 minutes to refocus and resume a major task.[1]

And what's the tradeoff? We use our personal time (nights, weekends and vacations) to make up for lost productivity and poor efficiency.

The 6-Step Unplugged Plan

So what can we do about it? Here's what I propose, or at least the experiment I plan to begin immediately myself.

1) Unplug at regular (daily) intervals.

For a minimum of four hours every work day, I'm shutting off every non-essential application and focusing all of my energy and attention on priority tasks and projects. Obviously I'll be available for high-priority communications and meetings, but I need to commit to a schedule as much as possible.

We instituted agency-wide Productivity Blocks (9-11 a.m. and 1-3 p.m.) in spring 2010 (after reading Rework by Jason Fried and David Heinemeier Hansson), so I plan to use those as my standard daily unplugged sessions. They'll flex as needed, but that's a good place to start.

2) Create and communicate in bursts.

I’ll use the Productivity Blocks to create, and the other times to communicate. This will enable me to give people and projects the full attention they deserve, while using my time as efficiently as possible.

Hopefully I'll unlock some stifled creativity along the way, and become a better listener (which is something I've needed to work on anyway).

3) Eliminate channel and sensory overload.

Be honest: How often do you check and respond to emails, or take a quick look at Facebook or Twitter to distract yourself from work or delay pushing through a challenging project? I do it all the time, probably dozens of times per day.

Why? Because they're always open and accessible, and it's like recess for the mind. Besides, 10 minutes here and there is harmless, right? Wrong! We're cheating ourselves and anyone who relies on our production.

4) Get lost to find answers.

I'm going to adjust my routine a bit, and maybe seek out a change of scenery more often. Whether it's a local coffee shop, golf course or road trip, we need to quiet our minds and be inspired to think and create.

5) Reset expectations and priorities.

What percentage of communications (specifically calls and emails) are truly urgent? Of course there are exceptions, but I'd guess most of you are executives, entrepreneurs, marketing pros or students, and I'd guarantee the vast majority of those messages could wait an hour or two for a reply.

I know if I were paying someone for their creative work, I'd rather they spent 60 uninterrupted minutes straight on my project than 60 minutes over three hours with calls, emails, tweets and instant messages in between. I'll take efficiency with higher levels of creativity and attention every time. Some agencies/consultants will keep the meter running while allowing themselves to be constantly interrupted. When you're paying by the hour, that can be a costly situation.

6) Remember what matters.

I am consumed by a passion for our agency. Since the day I launched it nearly five years ago, I have cherished every waking second. The people and the moments have enriched my life, and I wouldn't trade them for the world.

But the agency doesn't define me. It is a means to a better life, for me and my co-workers. It affords us the opportunity to work with amazing people, build businesses and do remarkable things, but more importantly, it is our vehicle to create financial freedom so that we can enjoy our lives, improve the lives of those we care about and affect the causes we believe in.

The more productive and efficient we are, the more time we have for the things that truly matter.

How Will I Know if it Works?

Simple, really. I’m going to set goals, establish benchmarks and measure metrics that matter to my business and life. For example, I may track number of blog posts I publish (i.e. writing more), hours working on nights and weekends (i.e. spend more quality time with my family) and engagement in social networks (i.e. build more relationships and create more value).

Will You Unplug?

For the other compulsive multi-takers out there, I challenge you to unplug. No email, Blackberries, instant messaging, Skype calls, text messages or social networking during creative/production periods. Nothing but your task list and uninterrupted productivity.

What do you think? Is it practical or possible to unplug four hours per day? Do you have a productivity problem? Are you addicted to technology? Do you have a plan to evolve?

I’d love to hear your thoughts. Please share them in the comments section below.

[1] The Cost of Not Paying Attention: How Interruptions Impact Knowledge Worker Productivity, Jonathan B. Spira and Joshua B. Feintuch, Basex, 2005.

Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer.

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One of Those Moments

By Paul Roetzer | Posted Sep 17, 2010 | 3 Comment(s) | Filed in: Business
In May 2009, I wrote a blog post entitled The People and The Moments:

“We all have them. Those moments when time slows just enough for us to recognize there is something incredible and unique about the experience.

“It may be the place, the people, the circumstances or the significance, but there is something uncommon that leaves an indelible mark on our memories.”

Last night, the Innovation in Business conference was one of those moments for me. Joined by our amazing team (pictured below), as well as Terri Grimm and Gary Christy of Westfield Insurance (two of our most loyal clients and friends), I was honored with a Rising Star award by Smart Business.

From Left to Right: Laurel Miltner, Keith Moehring, Tracy DiMarino, Paul Roetzer, Dia Dalsky, Christy Barksdale, Christina Capadona-Schmitz, Natalie Farinacci

Capturing it in Words

When I sat down yesterday to compose a few thoughts for the acceptance speech, it was the first time I really started to appreciate the significance of the moment. Not so much for me, but for everyone involved with our agency.

For nearly five years we have worked tirelessly to build an agency with an uncompromising vision for change, and a commitment to disruptive innovation.

Since our model is so different from traditional PR agencies, there was no blueprint from which to work. We constructed a business plan, created a scalable infrastructure, built partnerships with like-minded organizations such as HubSpot and New Media Campaigns, surrounded ourselves with clients who value us and our services, and constantly challenged the accepted norms within our industry.

But more than anything, we assembled a remarkable group of talented and amazingly driven professionals. There is so much more we plan to achieve, individually and as an agency, but for one moment, last night, we stopped to recognize how far we’ve come, and look beyond to an incredibly bright future ahead.

“They believed in me, and we believed in each other. We have a culture that refuses to accept traditional wisdom and conventional solutions. We challenge each other every day to improve. It's not easy, but things worth achieving never are.

“So this award is a testament to them, and to what a great team can accomplish together.” — Paul Roetzer, Innovation in Business acceptance speech, Sept. 16, 2010

Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer.

Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.