Achieve - Gabrielle Consulting, Inc.gabrielleconsulting.com/docs/WorkforcePlus-Achieve.pdfGeneration Yers • 78 million people • Expect to start at the top, think they deserve the

Achieve Dr. D. M. Gabrielle, Ph.D.

Ground Rules 1.  Turn any cell phones or pagers to the off

or vibrate position. 2.  Listen actively. 3.  Participate to the fullest of your ability. 4.  Keep an open mind.

Objectives

By the end of this session, participants should be able to: – Describe how to achieve optimum organizational

performance in today’s economy – Achieve effective communication in times of

adversity – Determine your niche to find opportunities of

greatest potential –  Leverage Web 2.0 and other technology for

marketing

Budget

Time 12

Time Killers

•  Technology •  Phone calls •  Office chatting •  Meetings •  Equipment issues •  Other inefficiencies

Human Performance Technology

•  Uses systematic approach •  Incorporates total quality management,

process improvement, psychology, instructional systems, business, human resources, and industrial engineering

•  Uses a variety of interventions to improve performance and productivity

How Do You Currently Measure

Organizational Performance? •  Internally? •  Externally?

Performance Analysis •  Organizational Analysis: Vision, Mission,

Goals, Values, Strategies •  Gap Analysis and Needs Assessment

Data Inputs

•  Extant Data •  Interviews

– Confidential – Face-to-face when possible

•  Observations •  Job Shadowing

Performance Measures

Outputs

Consequences Feedback

Inputs Performers

Cause Analysis •  Lack of Environmental Support

– Workflow – Process – Resources – Feedback (consequences, rewards, etc.)

•  Lack of Behavior or Performance – Motivation – KSAs – Communication

Lean Manufacturing & TQM •  Achieve high level of throughput •  Reduce inventory •  Eliminate waste, errors, and safety issues •  Allow decisions to be made at all levels •  Improve customer service •  Increase productivity and efficiency •  Increase sales and profitability •  Improve safety and quality

Interview Questions

•  What does a typical shift in your job look like from the time you get to work until you leave (tasks, processes)?

•  What kind of training did you receive when you first started working here? If you received no training, how did you learn the skills required for your job (experience, mentor, word of mouth, etc.)?

Interview Questions •  Do you receive feedback on your

performance? If so, who gives it to you? What kind of feedback?

•  How often does a press machine go down? Describe what happens when a machine breaks down. (If vague response, ask what happened the last time the press machine broke down. What did the crew do while it was down? For how long was it down? How did it impact their shift?)

Interview Questions •  Do you have frequent communication with

your supervisor? What kind of communication?

•  Are there any communication challenges here? How do you think this should be solved?

•  Do you think you get paid enough for what you do? If not, what would you like the pay to be?

Interview Questions •  Is the work area organized well for working

on your tasks? (This includes moving the machine to a different location or angle). If not, how would you change it?

•  Do you have all the tools you need to get your work done? If not, what do you need?

•  What do you think are the reasons people might quit their jobs here?

Interview Questions •  Is there any incentive to do a good job and

stay here besides salary? (i.e. opportunities to advance) What would you like to see here?

•  Are you cross-trained in other areas? If so, what? If not, would you like to be? If not, why?

•  How often do you make mistakes in your job? What are the typical reasons for those mistakes?

Interview Questions •  What are the biggest challenges in your day? •  What do you like most about working here? •  If there were one thing you could do to make

working here better, what would it be? •  Do you have any other ideas you'd like to

share?

What do you think are the reasons people might quit their jobs here?

0

1

2

3 Lack of Knowledge/ Formalized Training

Better Pay, Incentives

Frustration with Equipment/ Failure of Presses

12-hour Shifts with No Breaks

Inability to See a Future at the Company

Change in Policies without Communication of Changes

Management Disconnect with Employees

Lack of Visibility in Graveyard Shift

If there were one thing you could do to make working here better, what would it be?

Do you receive feedback on your performance?

Intervention

•  Solutions and associated costs for each •  Examples

– Training – Change in workflow – Redirecting resources – Personnel changes – New equipment

Evaluation •  Formative

– Helps assess a program or intervention as it is in progress

– Helps with decisions in making appropriate adjustments

•  Summative – Helps assess a program or intervention after

it has been implemented – Determines overall effectiveness

Communication Model

Shannon-Weaver Model (1948)

Communication Model

Face-to-Face Communication

•  The preferred method of communication to gather other information besides the words themselves – Body language – Facial expressions – Tone* – Pitch*

Getting What You Want

•  Begin on a positive or personal note. How are you?

•  State your purpose. I am writing to follow up about....

•  Include action items. Please provide the following by Wednesday,

August 20: •  Avoid extra words. •  End on a positive note.

Netiquette

•  The correct or acceptable way of communicating on the Internet

•  An informal set of guidelines and rules used for communicating on the Internet.

Email Basics

•  Clear •  Concise •  To the point •  No slang or jargon •  Avoid FLAMING

Flaming

•  A critical message sent via electronic mail, usually in quick response to another message

Things that Flame •  Tone •  Adjectives that put people down (i.e. ignorant,

lazy, sloppy) •  Words that accuse (you don’t get it, don’t

understand, you are missing the point) •  Words like problem, error, issue •  ALL CAPS •  Quoting the other person (i.e. “problem”). •  Copying higher chain of command when it is not

protocol

Ask Yourself

•  Is your tone friendly, professional, respectful, accusing, etc.?

•  If your email were to be sent to your boss, the legislature, the newspaper, or your mother, would you be embarrassed?

Avoid Flaming

•  If you read something that appears to be flaming, wait an hour before responding via email.

•  Re-read the message and ask yourself if the person might have intended the message to be received differently.

•  Respond with caution. Use other communication methods if possible.

Guidelines for Email

•  Use normal (plain) text. •  Complete your sentences. •  Avoid emoticons. :) •  Start with the most important

information first. •  AVOID ALL CAPS. IT IS THE

EQUIVALENT OF SHOUTING AT SOMEBODY!

Email Format

•  Do not forward jokes. •  Use an appropriate subject line. •  Use an appropriate signature. •  Always check your source before

forwarding any threat. – www.snopes.com

Change

•  Change happens. •  There are 3 categories of people:

– Those who embrace change. – Those who deal with it. – Those who complain about it.

Adversity

•  Difficulties happen. •  Out of adversity comes opportunity.

•  "The soul would have no rainbow had the eyes no tears.”

Native American Proverb

Change Continuum

“Whether you think that you can, or that you can't, you are usually right.”

Henry Ford

Creative Marketing •  Businesses

– Lower priced products – Gain from new needs – Sense of relationship

•  Non-profit organizations – Fundraising events – Media events – Lower price points for sponsors – Silent auctions – Sense of community

Add

Value

Innovative Marketing

•  Restaurant in Portland lets customers name their price.

•  Seed sales are soaring. •  People who clean foreclosed houses

are doing well. •  Public-private partnerships are helping

both succeed.

Consumer Trends •  Technology-focused

– Social Networking – Blogs – Wikis – Search-engine driven

•  Targeted •  On demand

Generations of Consumers •  Traditionalists (1900-1945) •  Baby boomers (1946-1964) •  Gen X (1965-1979) •  Gen Y (1980-1994) •  Gen Z “Millenials” (1995-present) •  “Cuspers”

Traditionalists •  75 million- American values •  Proud, wise, accomplished

generation •  Many heroes •  Value law and order •  50% are veterans •  Hold ¾ of financial assets

Traditionalists •  Assets- stable, detail oriented, thorough, loyal,

hard working •  Liabilities- struggle with ambiguity and change,

may be offended by profanity, don’t embarrass them

•  “Your experience is respected here”- messages that motivate

•  They look for opportunities to contribute •  Show your appreciation with hand written notes

Baby Boomers

•  80 million people •  Work = self fulfillment •  They live to work •  They were shaped by civil rights, birth control,

peace corps, space program •  Memorabilia became a big part of their culture

Baby Boomers •  Assets- optimism, personal gratification

and growth. As consumers, they spend a lot. They want to please. They are very good at relationships.

•  “We need you” motivates them. •  They spend a lot of time on the Internet.

Marketing to Baby Boomers 1.  Establish trust. 2.  Make everything easy for them. 3.  Provide relevant information. 4.  Don’t waste their time.

Generation Xers •  46 million people •  Neglected and grew up fiercely independent-

survivors •  No heroes except their parents •  Everyone decided that they would not be the

rescuers of the world. •  They just want to do enough to get by. •  They aren’t slackers, but they don’t like going

into the workplace and not making decisions.

Generation Xers •  Assets- pragmatic, realistic, adaptable,

independent, not intimidated by authority •  Liabilities- skeptical, distrustful, impatient •  “We are not very corporate” is a motivator •  Technology savvy, value balance •  You have to be what you say you are with them.

They have a strong sense of doing things better than their parents did it.

Marketing to Gen Xers

•  Tough market •  Tech savvy •  Skeptical •  Social networking works very well with

them.

Generation Yers •  78 million people •  Expect to start at the top, think they deserve the position

whether experienced or not •  Have had immediate gratification their whole lives •  Very tech savvy, had Internet whole lives •  Texting works better than email with them •  Grew up with the ability to be their own heroes •  Value civic duty, very optimistic. They don’t like to be put in

cubicles; want to socialize

Generation Yers •  Assets- great collaborators, love working in groups,

optimistic, risk takers •  Liabilities- would never think to pick up the phone when

an email gets out of hand, don’t respect traditional hierarchies and they often bypass authority, will cry at work, have a totally different sense about what is appropriate

•  “You can be a hero here” is a motivator

Marketing to Gen Yers •  Ignore advertising messages •  Highly tech savvy •  Very connected socially •  Environmentally minded approach to

decision-making

Maximizing Value

•  Collaboration •  Digitalization •  Shifting Emphasis •  Community Building

Marketing Strategy

•  Segmentation •  Targeting •  Positioning •  Branding

Target Marketing

•  Geographic segmentation- based on location such as home addresses

•  Demographic segmentation- based on measurable statistics, such as age or income

•  Psychographic segmentation- based on lifestyle preferences, such as being urban dwellers or pet lovers

RSS Feeds •  Really Simple Syndication •  A family of Web feed formats used to

publish frequently updated works like blog entries, news headlines, audio, and video – Uses a standardized XML format – Allows publishers to syndicate content

automatically – Allows users to subscribe to Uniform

Resource Identifier (URI)

Wikis

•  A web page or pages designed to enable anyone who accesses it to add or modify content using a simplified markup language

•  http://wikipedia.com

Blogs

•  https://www.blogger.com Free blog site •  http://technorati.com/pop/blogs/ Top

100 sites

Two Audiences

•  Blog post titles should be “search engine friendly”

•  Blog post titles should also be creative

What is your niche?

•  What sets you apart from others?

Niche Marketing Marketing to those with similar interests and needs that can be readily identified and easily targeted and reached. 1.  Know your product or service. 2.  Find your passion. 3.  Fill a need. 4.  Do your homework. 5.  Be willing to adapt when necessary.

Contextual Marketing

•  Delivering a relevant message based on content

•  Targeting ads based on page visited •  Examples: Google AdSense

Behavioral Marketing

•  Targets consumers based on their behavior on Web sites, rather than just by the content of pages they visit

•  Behavioral marketers target consumers by serving ads to predefined segments or categories

•  Uses data from clickstream data and IP information

Web Presence

•  What makes a domain name effective? •  .net, .org, .com, .us, .biz, .edu, .etc? •  Where do you register? •  What about all the add-ons? •  What about do-it-yourself websites? •  For how long should you register?

What is the most used button on the Internet?

The “Skip Intro” button!

Marketing Your Website

•  Check out your competition •  View source •  Ensure metadata (keywords, description,

title, ALT tags, etc.) are effective •  Take advantage of free marketing options •  Consider GoogleAds and other paid

marketing options

Metadata

•  ”namex printers, printer, printing, affordable, traditional, digital, business cards, stationary, brochures, posters, magazines, computer to plate, digital color prints, die cutting, foil stamping, embossing”

•  ”NameX Printers - Quality, Integrity, and Performance since 1970"

Keywords

•  Don’t use capitalization. •  Don’t use plurals. •  Put most important search terms at the

top of the list. •  For local organizations, regionalize

search terms. •  Add unique descriptors.

Description

•  Keep it short and simple •  ”NameX Printers- Quality, Integrity, and

Performance in Tallahassee printing since 1970”

Free Website Promotion

•  Exchange links with other organizations and businesses

•  Take advantage of free website submission tools like http://addme.com

Interactive Media Spending

•  ClickZ Network predicts interactive media spending will rise 7.2 percent next year as offline media spending falls 1.4 percent (Nov. 2008)

Global Economy

•  ClickZ predicts interactive media spending will rise 7.2 percent next year as offline media spending falls 1.4 percent.

Nov. 2008

Clickstream Data

•  What sites you visited in what order •  ISPs often sell your clickstream data

somewhat anonymized (i.e. user 456)

Web 2.0 Technology

Increases: •  Collaboration •  Creativity •  Secure information sharing •  Community •  Capability •  Reciprocal communication

Examples of 2.0

•  Social networking http://facebook.com •  Video sharing http://youtube.com •  Wikis http://wikipedia.com •  Blogs http://blogger.com •  Folksonomy http://flickr.com

Folksonomy

•  Different than traditional indexing such as metadata

•  Bottom-up approach to web indexing •  Examples include tagging pictures and

other information •  Seen as rejection of traditional search

engine strategies

Twittering

•  Social networking •  Micro-blogging •  Status updates up to 140 characters •  Updated through RSS, SMS, or Twitter

website

Impression

•  When someone sees your advertisement

Clickthru

•  When someone clicks on an advertisement

Lead

•  When someone actively completes information (including contact information) that a vendor can follow up on

Costs of Clickthrus, Impressions, and Leads

•  Advertisers pay as little as $8.95 per thousand impressions and an average of $1.20 per lead.

•  Advertisers pay much more for targeted traffic, with prices as high as $50.00 per lead (including the contact information from someone interested in learning more).

Digital Marketing- Pull vs. Push

•  Pull- user seeks and pulls content with specific URL – Blogs, wikis, streaming media

•  Pros of Pull: No technology required to send content, just to store and display it

•  No regulations or opt-in process required

Digital Marketing- Pull vs. Push

Cons of Pull: •  Considerable marketing effort required

for users to find the content •  Limited tracking capabilities

– downloads, page views, browser, referrals •  No personalization- content is the same

across all audiences

Digital Marketing- Pull vs. Push

•  Push- Marketer has to push messages to users for content to be viewed

•  Involves marketer and recipients – Email, SMS, RSS

•  Personalized and targeted •  Detailed tracking and reporting

Digital Marketing- Pull vs. Push

Cons of Push: •  Regulated •  Requires technology to deliver content

– Email marketing application, RSS feeders •  Delivery can be blocked or filtered

Examples of Push

•  Email •  Short Message Service (SMS)

Demographic Data

•  Age •  SES •  Gender •  Race •  Income

Psychographic Data

•  Social class •  Lifestyle •  Attitudes •  Opinions •  Values •  Interests

Market Trends

Customer Base

•  Retain Existing Customers – Less Expensive – Easier to Maintain Relationships

•  Market to New Customers – More Opportunities to Reach People – Leads to Long-term Relationships

Which Marketing Is More Effective?

Social Networking

Facebook

•  Create a group •  Accept friends •  Create events •  Invite people

See example.

Ning

•  Create your own online community

Charles Swindoll

“The longer I live, the more I realize the impact of attitude on life. Attitude, to me, is more important than facts. It is more important than the past, the education, the money, than circumstances, than failure, than successes, than what other people think or say or do. It is more important than appearance, giftedness or skill. It will make or break a company... a church... a home. The remarkable thing is we have a choice everyday regarding the attitude we will embrace for that day. We cannot change our past... we cannot change the fact that people will act in a certain way. We cannot change the inevitable. The only thing we can do is play on the one string we have, and that is our attitude. I am convinced that life is 10% what happens to me and 90% of how I react to it. And so it is with you....”

Randy Pausch

“Really Achieving Your Childhood Dreams”

October 23, 1960 - July 25, 2008

“We cannot change the cards we are dealt, just how we play

the hand”

Conclusions and Questions?