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Converting Social Media Followers And Likes Into Dollars And Cents

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We live in an age where every business has a digital footprint. When building a brand, one of the best places to start is social media. But, how can you use social media for a business? We are often consumed with the addiction to the number of followers, but really, it’s about the engagement with your audience that will help you build a loyal audience. It is more beneficial to have 5000 followers that are actively engaging than 50,000 followers with only a few hundred engaged. With the rise of influencer marketing, it’s easy to see who is able to create valuable content and who is posting just to post. When you have a strong personal brand, people will want to connect with you as much as you want to connect with them.
We got in touch with Connor Gallic, Marketing Manager for HYPR Brands. Connor was a social media manager when Facebook first started and has over 6 years of marketing experience. Now, he teaches people how to be successful on social media and how to create content that is relevant. He shares his advice on the importance of having a social media presence and how to do it right.

How can businesses convert followers and likes into dollars and cents?

It’s often stated, but one of the sure-fire ways to convert followers into dollars is “Authenticity”.  People follow your brand because they want to know what your business is about and they aren’t going to make purchases if you brand doesn’t seem real. You also have to give your customers content that is beneficial to them. Don’t just overload them with sales materials, give them good content that they can remember you by. Social media is about staying top of mind.

In 2017, how can a strong social media presence be beneficial to a business?

I think at this point, it is a fact that a social media presence is essential to have as a business. Customers are no longer just checking google, they are looking at Facebook, Instagram, Pinterest to know more about your business. Think about when you go to order from a new restaurant, you check out the website first to see what’s on the menu, then you are going to check Instagram or Facebook to see if the food looks good or what the reviews say. If a business isn’t on social media in 2017, they won’t be a business for long.

How can a business tell their story using a social media platform like Instagram?

As a business owner you shouldn’t be asking if you can use Instagram to tell your story. You should be asking what story do you want to tell? What do you want your customers to know about you? Instagram enables them to give customers a glimpse into what is happening behind the scenes and what is really important to the business. Share those pictures of an employee's birthday event you had, post the goofy photo of the CEO. The key is sharing a story.

No human being is ordinary, so how can you become extraordinary using social media?

If you want to become extraordinary using social media, you are going to ask yourself what do you want to be known for? Do you want to be known as a photographer, pick up a camera and start taking pictures and posting. You want to be the best business consultant, you have to start writing. If you want to become extraordinary, you are going to have to work hard. Social media has leveled the playing field, but you still have to hone your craft to become extraordinary.

Jie writes about influencers and startups in various industries. She is a designer turned techie, and when she is not writing, you can find her in her workshop working on her next big project.

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Business

How To Journal As An Entrepreneur

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I’ve been journaling around 3-4x a week for the past year or so now. Basically, I focus on asking myself 3 questions every morning.The first question I write down is: What good will I do for the world today? ( I learned that Ben Franklin used to write this question down every morning, so I took a page out of his book). The purpose of this question is to set the priority for the day. For me, it helps me understand that focusing on how you help others is what matters the most. Typically, my answers include:-         Be kind-         Make others smile around you-         Be empathetic- look beyond people’s actions-         Help someone!The second question I ask myself is- what three things am I grateful for today? Usually the answers include my health, care for the people around me, and of course, hearing the birds! (favorite part of my day!) Again, the theme here is perspective- focusing on the basic essentials puts you in the right state of mind to start your day. Being grateful is not innate in everyone, and it takes practice and focus to make this type of thinking instinctive.The last section I title is called Reflections. This section is a little more open ended. Typically, the topics include:1.      Lessons I’ve learned from the day before. Usually this involves feedback I got in a conversation, an area where I think I made a mistake, or just an interesting observation that sticks with me.2.      Giving advice to myself- I try to take a step back, and imagine if I was an observer giving me advice, what I would I tell him? Key phrases usually include "Stay hungry, stay humble", "Act in a way that you'll be proud of in five years", and of course "Have fun!". I also remind myself to try to be as strategic as possible, and to make sure that each action I take is bringing about the greatest return. I’ve found this also helps because by giving yourself advice in the morning, you no longer have any desire to give other people advice, unless you are asked.  I’ve found that giving people unsolicited advice is something people do not appreciate or like.3.      Write down any stresses, or worries- then write down motivational lines, or actionable steps to get through it.That’s it folks- takes about 10-15min, but I’ve noticed it builds my subconscious mind to instinctively be nicer, more positive, and more self-aware. For my company, it’s led to dealing with conflict in a more constructive way, accepting and pivoting faster on things I cannot change, and being a more empathetic leader. I highly recommended business professionals add this to their daily habits!
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Interview With The Tangent Agency CEO, Marc Becker

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Tangent Agency
Going by the motto “It’s not who you know, it’s who knows you,” The Tangent Agency has worked on many large projects, including Despicable Me, X-Men, Deadpool, Fifty Shades of Grey, and many more. Leading Tangent Agency is their CEO, Marc Becker. He comes with 7 years of experience as an Executive in the Global Brand Marketing team at Universal Pictures. Working closely with filmmakers, stakeholders, and brands, he helped develop campaigns for films across NBCU/Comcast platforms. Marc joined Tangent after using them as a trusted vendor while at Universal and now oversees business operations working for a creative powerhouse. The Tangent Agency brings big ideas to life by creating innovative content for their partners.
Marc granted us an interview to give us some insight on business and offered advice for those looking to advance their careers. He tells us about their new leadership team and how AR and VR is having a moment. 

What is your day like as a CEO?

When you’re running a company, you have to a wear a ton of hats. I always joke that I should change my business cards to read “Janitor to CEO” because that’s really what I have to be. On a typical day we’ll have a team check-in to talk about priorities followed by picking what music or movie we should put on in the background. My music is usually vetoed so our CSO, Daniel, has been on DJ duty for the last couple months. From there, I’m usually joining calls with partners ensuring we’re clear on all their objectives and deliverables. In addition to the account management side of things I’ll work with the team on brainstorms for ideation and reviewing material before it’s sent out to the partners. Another big part of my day is usually working on business development whether it’s chatting with partners/collaborators or potential clients who could use our services. I’m also a big proponent of mentorship and sharing my experiences whenever possible, so I NEVER turn down an informational interview - I tend to do them pretty often. It sounds very business school-y, but now that we’ve hired a couple more members of the team, I’m looking forward to working more ON the business instead of IN the business, which will enable us to scale a little faster.

What makes Tangent Agency different from other agencies?

At Universal, I used to hire nearly every agency under the sun. At Tangent, we are both a creative partner and thought partner, and all our strategy is insight-driven. We work with some of the biggest brands and on the biggest franchises, consistently delivering the quality and the marketing product you’d expect from a major creative agency, but also offer some unique capabilities like Strategic Sales Materials, Franchise Development, and Mythology. Our partners turn to our design team to develop a visual identity for their properties bringing their brands to life. Just as importantly, Tangent leads the way in deciphering data and creating a compelling story to pitch the property, often from scratch. Franchise development, while a critical storytelling and brand development device, is still a largely untapped part of entertainment marketing, and Tangent’s team is some of the best in this field. By breaking down the complex nuances of your favorite films and television shows, the process of mythology provides an avenue and a lens into the backstories of the characters and plot points to help our clients develop endlessly engaging story universes. The Tangent creative team has been both on the agency side and the client side and are truly some of the best in the business. I continue to be inspired by them on a daily basis.

What are some of the best projects you’ve worked on?

We’re proud of all our projects and they each present their own unique challenges and opportunities.  We like to say we’ve worked on everything from My Little Pony to Straight Outta Compton.  I find it exciting to work on independent films and Academy fare projects as well as the big global blockbuster franchises like the X-Men or Jurassic World.  Our resident super-geek and CSO, Daniel Barber, loves all things sci-fi and superheroes so I’m sure he’d say Deadpool 2, Logan, and Speilberg’s Ready Player One are a few he’d cite. On a personal level, it’s been special to be working on some of the Universal properties such as Despicable Me and Fast & Furious.  We’re under NDA so I can’t say exactly what we’re doing on the projects, but I spent so many years at Universal working internally with the brilliant filmmakers and collaborating with my old team and everyone around NBCU to help manage those brands, it’s fun to continue to work on them in this new capacity.

Who are some influencers that you admire?

I’ve always been a fan of the humble way of life Warren Buffet continues to maintain. Bill Gates has not only built an incredible empire and wealth, but continues to baffle me with his work through the foundation and his charitable contributions. Zuckerberg seems to be following in the footsteps of Gates, and I admire his commitment to making the world a better place. Sheryl Sandberg has become a voice of a generation of women and I appreciate the work she’s done to help break the glass ceiling. I know I’m leaving a bunch of people off, but I think you can gather the overall trend - successful people that seek to make a difference in the world.

What advice has helped you the most throughout your career?

I’ve been extremely fortunate to have mentors champion me throughout my career and sprinkle many insightful gems of advice throughout the years. One piece of advice that has always stuck with me is from my old boss, mentor and friend David O’Connor, who runs Brand Marketing at Universal. He always used to say “don’t be afraid to ask questions.” Too many people let their egos get in the way of being inquisitive for fear that they will be perceived as unintelligent or ignorant. It’s important to be strategic about asking questions and know when it’s appropriate and when questions should be taken off-line, but I’ve found it incredibly valuable to “be real” and honest with the people around me in both my personal and professional life. If I don’t know something, I ask and I remember, and then I have the knowledge going forward. If there’s something that isn’t my strength, for example graphic design, I can leave the work to the experts and allow people around me to shine.

What are some business tips you can give to startups?

Don’t be a jack of all trades and a master of none. Know what you’re good at and be the best at it. Or don’t be the best at it, just make sure you know what your value proposition is. In regards to people looking to launch a startup, I can’t tell you how many times entrepreneurs, friends, peers, etc. come to me with a business idea they “can’t tell me about.” Odds are, the idea isn’t an original idea and someone else has thought of it - it’s all about execution. You absolutely want to do your homework and discovery, but too many people suffer from analysis paralysis and never pull the trigger. The only way to make things happen is to actually execute. If something isn’t working, don’t let ego get in the way of being flexible, and don’t be afraid to make a pivot.Another tip is to always consider the end user. These fans are real people who are passionate about whatever brand/product you’re selling. In today’s world with social media being what it is, everyone can vocalize their opinion and has a pulpit by which to express it. Whether you’re marketing a multi-billion dollar blockbuster franchise or selling from a lemonade stand, it’s important to consider your customers.

What are some recent company milestones for The Tangent Agency?

We rebranded and restructured the company 18 months ago with a new leadership team: Ben Taylor (CCO), Daniel Barber (CSO), Mat Guillen (Art Director), and myself as CEO. We just completed our first year with the refreshed company and have seen incredible results and continued growth. Another recent milestone is we’ve expanded our Experiential, AV, and Digital capabilities.

What will make this year better than last year?

We’ve carved out a great niche for ourselves as one of the industry’s best kept secrets, working a lot behind the scenes. This year, we’re excited about becoming a bigger player in the experiential world and working on more consumer facing materials. It’s only January and we’re already having productive conversations with some of the leading content creators and key players in new technologies such as VR and AR. TV and Interactive Gaming are both having big moments, and we are excited about the opportunities for Tangent to collaborate in both areas. We’re looking forward to expanding our relationships with existing partners and working with new ones.   
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How You Know A Co-Working Space Is For You

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Working at home is one of the best reasons to become a freelancer. However, there are people who work better when they need to get up and get dressed or when they are surrounded by co-workers. A group of people doing different jobs but working together in the same space is called co-working. Here are some ways to determine whether it's time to look for a co-working space.

You're Not Getting Work Done

Working from home is great but only if you get work done. This is perhaps the obvious sign that you need to find a co-working space. If you’re snacking every 15 minutes or you spend lots of time on social media instead of getting work done, you seriously need to consider a co-working space.

You Want Human Interaction

Humans are naturally social beings. Even if you hate some of your old co-workers, there is something about being about other people that can help you work hard throughout the day. You might not like some of your co-workers but sometimes it's nice to have somebody to complain to or chat with every day. If you find that you’re missing water cooler chats or if chat messaging is not enough, perhaps it’s time to look for a co-working space.

Your House Is Distracting

Your house has a bed, a TV, a fridge full of food and maybe your kids. All of these can be distracting especially if your kids need attention or if there's noisy construction nearby or when a telemarketer calls. Distractions also keep you from focusing on work and getting it done in a timely manner.

You Need To Meet Clients

Yes you house is cozy and warm, but is it really an ideal place to meet clients? What if your home is a studio apartment? Is there enough space for all of them to discuss matters comfortably? Co-working spaces have common areas like conference room where meetings can take place in a more professional atmosphere.

You Need Space

There are just some types of work where you need a big space. You might need lots of light, big windows or a big table or space for bulky equipment. Not all co-working spaces are big, but there might be something that can accommodate your need for bigger space.

You Need To Get Out Of Your PJs

If you haven't changed out of your pajamas for a couple of days, perhaps you need to look for a co-working space. Changing into something more professional could help you focus and become more productive.

You Need A Central Location

Your house could be out in the suburbs or somewhere not accessible to public transportation which can create logistics problem not only if you're meeting clients in their offices but for supplies deliveries too. A central location - which some co-working places have - is not only convenient to clients but for other matters too.

You Need To Grow Your Business

A home business is fine if you only have 1 or 2 employees. But what happens when you need to scale up and need more space? A co-working space can give you the flexibility to scale up or down depending on your needs. Depending on the co-working space, it can be for a small 1-man team or a 10-person team with access to a conference room.

Networking

When you’re in a co-working space, you are surrounded with other goal-oriented people. This is a good opportunity to network with them, learn their business or share thoughts. Having access to people in different industries can open new doors of opportunities.

You Need Work-Life Balance

Work-life balance is important but it can be hard to achieve for some people when you work from home. Chores, children and distractions make it hard to focus on work so it creates an imbalance by making it hard for you to work. When you’re in a co-working space, you can forget about your house for a while to focus work. However, you still have the freedom to attend to your child's PTA, go to the gym or pick up your dry cleaning.
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