Criteria for Successful Leaders

www.linkedin.com/in/joannlinder

I spent most of the last year as an intern with Carestream Health, and those close to me know exactly how positive of an experience I had there. From the beginning to the end of my time in Worldwide Marketing Communications, I was a fully integrated member of the team and was able to learn from some of the best in the business. My manager at Carestream, JoAnn Linder, was one that I enjoyed working for very much, and I think she is an excellent leader of individuals.

One fear that many interns have when joining an organization is that they will serve the stereotypical internship experience retrieving coffee and organizing the office space. Fortunately for me, JoAnn operates under the mantra that people should take on as many projects and experiences as they are comfortable with and ask for.

In other words, her rope extends as far as one can take it.

This mindset allowed me to become involved in a wide variety of work at Carestream, meet as many individuals as possible and learn about everything from corporate communications to social media to Salesforce.com.

Part of getting so much experience at a relatively high level, as an intern, is the possibility of failure from time to time. That was never an issue for JoAnn, though. In fact, letting people fail is something that JoAnn embraces.

Once, for example, putting a new graphical design on Carestream’s iPad app led to an issue where users could not access content properly. While it was stressful and I was worried that it would lead to negativity, I found that I was energized and simply worked as hard as I could to find a solution. JoAnn was, of course, calm and did whatever she could to help.

JoAnn believes that the way individuals recover from issues is much more significant than the issue itself. 

Another thing that I enjoyed while at Carestream was an environment of continuous education, both internally and externally. JoAnn takes professional development very seriously and took advantage of every opportunity to allow team members to grow. Attendance to community events and involvement in professional organizations outside of the office were always encouraged.

Internally, on the other hand, team members frequently shared relevant articles to help others understand their responsibilities within the organization. Training sessions were also held regularly for other employees on topics like effective blog writing and web analytics. Throughout my time with the company, a number of “Lunch & Learn” sessions were held, and I even authored a number of “Tips & Tricks” documents to help the team’s adoption rate of iPads.

At Carestream, sharing expertise is simply one component of having expertise.

I learned a lot at Carestream. But the most important lesson to learn was one that took the better part of a year to fully understand:

Empowerment + Failure + Development = Success.

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Creating Viral Campaigns With Twibbon

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On behalf of the American Red Cross, I’ve been using Twibbon for the first time to rally support for a series of blood drives that will (hopefully) set new records and cumulatively collect over 1003 units of blood – one more than Theo, from Buffalo, NY, needed to save his life in March of 2011.

If you haven’t used (or heard of) Twibbon before, it’s a social platform that allows individuals to show their support for specific organizations, causes and points of view.

Twibbon

For example, check out this Twibbon for Special Needs, or this one for the Boston Red Sox.

There are a number of features that Twibbon offers that we in the world of digital marketing need to know about:

  • The actual “Twibbon” is a mark that is laid on top of supporter’s profile pictures on Facebook and/or Twitter.
  • Give users multiple Facebook Cover Photos to choose from for their own profiles.
  • Direct visitors to your campaign page to any website you want – use this link space to boost attendance, donations or sales.
  • Create copy for Tweets and Facebook posts for individuals to publish on their profiles when they support your campaign.

I think my favorite part of using Twibbon was the design support we received by upgrading to a Pro account. For a one-time fee of $99, the Twibbon team provided our Campaign Header, Twibbon image, and Facebook Cover Photos – and they did so surprisingly quickly.

This tool is under-utilized and there’s a lot of room for organizations to leverage it to create viral campaigns that result in brand visibility and consumer action. Think about some of these possible uses of Twibbon:

  • Colleges could invite incoming freshman to use Twibbon during orientation to be able to quickly recognize each other as part of the same class.
  • Professional organizations, like the PRSA or AMA could invite members to use their Twibbon to display their loyalty to the group and encourage others to join.
  • An organization with a strong brand, like Starbucks, could use Twibbon to let their brand ambassadors show off their love for Starbucks coffee!

How do you think Twibbon could help your organization?