Trending February 2024 # Creating A Successful Brand Ambassador Program # Suggested March 2024 # Top 10 Popular

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How to grow your brand with an ambassador program

Word-of-mouth marketing remains one of the most effective tools at a company’s disposal; 74 percent of consumers identify word of mouth as one of their top points of influence. Rather than hoping word-of-mouth marketing occurs organically, many companies are taking matters into their own hands by creating brand ambassador programs.

Successful Brand Ambassador Programs Lululemon

Lululemon does more than sell athletic gear. The company’s target audience is youthful, active, vibrant and hip, and its brand ambassador program reflects this. Lululemon’s brand ambassadors have the kind of lifestyle the company encourages, and they do so in a public way. In return, Lululemon rewards them with autonomy, free products and, most importantly, recognition.

Because the brand ambassadors reinforce the company’s mission and values, Lululemon’s audience can relate to them. Lululemon involves athletes specifically as ambassadors, ensuring its products will be used in a context that makes sense and looks good.

Maker’s Mark

Maker’s Mark has long been a big name in bourbon, and the company works hard to stay that way. Its ambassador program, the Embassy, achieves this by treating its members as VIPs. Members of the Embassy get a variety of exclusive perks like business cards and access to special tastings; they even get their name burned into the side of a bourbon barrel.

In exchange, members of the Embassy are knowledgeable about Maker’s Mark bourbon, talk about it frequently and recommend it to everyone. The ambassador program creates a level of enthusiasm and loyalty for the brand that members feel good about passing on, turning people into Maker’s Mark customers or even recruiting more members for the Embassy.

Mercedes-Benz

Luxury car manufacturers like Mercedes-Benz enjoy exceptionally loyal owners. To connect to them, Mercedes-Benz officially sponsors a number of car clubs throughout Europe, providing members with Mercedes-Benz membership cards. Members gain access to the Mercedes-Benz museum, discounts at a variety of locations and even exclusive trips with the company. In addition, members get discounts on parts and maintenance, making them more likely to keep buying Mercedes-Benz cars.

Because Mercedes-Benz owners are often seen driving their cars, that simple act creates brand awareness for the company. Because club members are treated well and given exclusive benefits, they’re likely to extol the virtues of Mercedes-Benz cars to those they meet.

How to Create a Successful Brand Ambassador Program

According to brand ambassador software provider

Set Realistic Goals

Knowing what you want to achieve with your brand ambassador program is critical and informs how you structure and implement it. If you want more brand awareness, that requires a different structure and different incentives than a brand ambassador program designed to create blog or social media content. Come up with one or two specific, measurable goals you want to achieve.

Define Program Structure

What do your ambassadors get in return for their service? What do you call them? How will you support and reward them? Outline a plan for the program. Get as specific as you can about how it will work, how you’ll deal with expected issues and how your ambassadors will interact with the program.

Define “Value”

What does success look like? Know the metrics you’ll use to measure the program and determine whether it’s providing value. Think about this from the ambassadors’ perspective, too: Are you providing value to them? Brand ambassadors are so passionate about your company that they’re willing to do work on their own time to help you succeed. Are you rewarding their behavior in a way that makes them feel valued?

Highlight Community Members

Make sure you recognize specific members of the ambassador community for their efforts. This has more than one purpose. First, it makes the ambassadors feel like they’re getting recognition for a job well-done. Second, it allows you to highlight someone who’s modeling behavior you want to see more often. Finally, highlighting community members helps spread brand awareness. The ambassador and other members of the community will share the story, bringing it to the people in their circles.

Allow Community Control

Giving brand ambassadors control over how they promote your company not only inspires creativity, but also gives them a sense of ownership and investment in the company. Giving a non-employee control over your message can be scary, but it implies trust. A brand ambassador who feels trusted is more likely to have positive feelings about your company and spread the word.

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Essential Elements Of A Successful Self Published Book

While the publishing industry is not going to die anytime soon, the ability to self publish books is quickly becoming a disruptive force that is opening up a world of opportunity to people. However, it’s not as simple as slapping together a PDF, designing a cover in Microsoft paint and throwing something up on Amazon.

1. Platform

Everything starts with your platform. You can’t write a book in a vacuum, throw it on Kindle, and hope that people who know nothing about your work will find out about your book. Seth Godin says we’re obsessed with interrupting strangers. However, a platform gives us the opportunity to build a relationship with an audience and to create a book specifically for them. That’s who a book needs to be written for. They’re going to be the ones who buy your book and tell other people about your book. Your platform is the foundation for a successful self published book.

Unless you’re a celebrity, if you don’t have a platform, start here. If you’ve spent the last 4 years writing a book, and you don’t have a platform, you’re facing an uphill battle to sell the book. Start a blog, podcast, web show, and build your small army. Give them the book for free if you have to.

2. Something to Say

When you write a book, intention and motive play a big role. If the only reason you’re writing it is to make money or inflate your ego, it will water down your work. Don’t write anything just because you think it will sell well. Don’t forget that just because it’s words on a screen or page, it doesn’t mean your reader can’t feel what you’re thinking. When I spoke with Guy Kawasaki about his latest book, he told me “write the book because you have something to say.”  Even if there are books on similar subjects, don’t forget that nobody can say it the way you can. Why do you think there are so many books on social media? Don’t get caught up in the echo chamber. Have an opinion and your book will stand out.

Treating it As If You’re Working With a Publisher

This is where the highest quality self published books are separated from the ones that get buried.

3. Editing 

There’s a reason that a publisher had multiple editors looking at your book before it hits the shelf. Despite that I’ve still seen print books with typos in them.  Whatever you do, hire an editor. Even if you’re the best proofreader in the world, it’s hard to see your mistakes when you’re so closely tied to the work. The same person who won’t complain too much about a typo in a free blog post, will go nuts over typos in a 99 cent book. This is just one of the many areas where you can overcome the stigma of being self published.

4. Layout/ Cover Design

Amazon is a highly visual medium. When you’re browsing books. the first thing you see his the cover. If you’re a skilled graphic designer or artist, then you may be able to design your own cover. If not, hire a freelance designer.  You wouldn’t show up in blue jeans and a t-shirt to your wedding. If your book matters to you, which I ‘m assuming it does, invest in the cover design.

5. Marketing Plan 

“Book Promotion is a Marathon not a Sprint” – Carrie Wilkerson, The Barefoot Executive 

You’ve built a platform. You’ve written the greatest book in the world and it’s as polished as a brand new BMW on the dealer’s lot. Your job is far from over and the real work is about to start. If you’ve done it right, the marketing started the day you started writing the book. While surprises are nice for birthday parties, they don’t work that well for book launches.

PROMOTERS

When the book launches you’ll need people to help you spread the word. These days that could be bloggers, friends of yours with big fan bases, or even college professors. A friend of mine wanted to write a book about getting into medical school. Given that he had no platform, I told him the best promoters would be the directors of admission at every medical school in the country. Promoters can be just about anybody who would benefit from the book. Recruit them before you need them. If you’ve built your platform, recruit 20 people. The key here is to find people who are truly engaged with you. You’re better off with 10 promoters who will go out of their way to help you, then 100 who are just looking for a free book.

REVIEWS

On Amazon book reviews matter. The number of reviews on a book are an indicator of social proof. Who do you get to write you reviews? The people you recruited as promoters are a perfect start.  As you get more reviews, the visibility of your book rises.

KDP FREE PROMOTION

There are many thoughts on this. Some people use it to discount their books and offer lower price points. Others give away their books for free. If you sign up for KDP, Amazon allows you to give away copies of your book for 5 days in any 90 day period. But during that time you’re also limited to only selling your book on Amazon. However, giving away your book during that free period can lead to thousands of people finding out about your work, and it is a great way to raise awareness of your book and generate lots of reviews. In my own experience, I used all 5 days at once, and found this to be the most effective approach.

GUESTS POSTS/INTERVIEWS

Chances are you won’t be on Oprah with your self published book. Even many traditionally published authors are not finding the success with the mainstream media that they used to. For an in-depth look into this, I recommend reading The Tim Ferriss effect by Michael Ellsberg.

Blogs, podcasts, and other channels are the new media outlets.

Write a guest post for a site like Search Engine Journal where thousands of people might see it. Keep in mind, that the content of the post must be relevant to the audience and if it’s just a pitch for your book, it will bomb.

Search the iTunes store for podcasts that are relevant to your book. Reach out to the host of the show and ask if they’re looking for new guests.

All these online outlets have an unlimited inventory of content slots that need to be filled.  If you can provide good content for them you’re doing them a favor. This post by Ryan Holiday goes into explicit detail about how to land media coverage for your book or project.

While traditional publishing still lends a layer of credibility to your work, self publishing is creating opportunities for people like never before. It probably won’t be too long before the stigma goes away. I loved Guy Kawasaki’s an analogy of comparing self published authors to artisan beer brewers. You’ll never hear somebody say Budweiser is better because it was made in a giant factory.  You can stop waiting to be picked. You can share your message with the world. Just don’t assume it’s going to be easy.

Creating A Digital Marketing Campaign For An E

How to Create An Effective Digital Marketing Campaign for Your New e-commerce Business

The following six points will outline some very important points to know as you begin to develop your first digital marketing campaign. Keep reading to learn how to develop a strategy that is economical, results oriented, and lean.

1. The Key Starting Point is Great Web Design

As an e-commerce startup, you aren’t a business that has a website. Your entire business model along with any chance of success is wrapped up into your website. This means that you cannot afford to cheap out on things here.

Find a good web designer to help you create a great website, select the best possible shopping cart solution that you can afford, and pick a hosting solution that can handle plenty of transaction volume. Remember that all of the content that you create and curate is intended to drive people to your e-commerce site. Be sure customers aren’t disappointed when they arrive.

Abel & Cole is one example of a well designed and intuitive e-commerce website. The company offers sells various boxes of organic food to health and environmentally conscious consumers. Think LootCrate for foodies. The site is full of great visuals, and offers up lots of great content. This is great for visitors who want to spend some time exploring and getting to know the company.

However, in addition to catering to these customers, Abel & Cole also prominently features a choose your box option on their main page that takes visitors directly to the place where they can select their box and place their order.

2. Use Twitter to Aggressively Seek Out Customers And Build Relationships

There are many social media platforms that you can use to share content and promote your business. You may not participate in all of them. However, it is a safe bet that you will become active on Twitter. It’s a great place to get your voice out and let people know about your brand.

Just keep one thing in mind. If you are only using Twitter to broadcast messages and engage with people who have already found you, you’re missing opportunities. Maximize your use of this platform by finding conversations relating to your industry. Then, jump in with your thoughts, opinions, and knowledge. Find influential people in your space, follow them, and start engaging them and their followers.

Does it work? If you ask Dave Brookes of Teusner Wines, the answer would be yes. Brooks became an active member of Twitter. He searched the platform using keywords relating to the wine industry. He reached out to influencers. He started conversations. He participated in existing conversations. The result was increased traffic and winery tour bookings. This wouldn’t have happened if he stuck to Tweeting about the latest shiraz.

3. Know Exactly Why You Are Using Each Social Media Platform…

…and why you are posting each piece of content. As an e-commerce startup, it’s important to keep things lean, streamlined, an economical. Everything you do in your digital marketing campaign must have a purpose. There aren’t enough resources to jump into a platform, simply because it feels right. Nor is there time to create or share content because ‘some people might like it’.

If you are going to become active on a social media platform, be sure that you can clearly identify your goal in doing so. If you are creating or sharing a piece of content, know what your purpose is. Are you trying to help your branding efforts? This is where content sharing your story and values is valuable. Are you trying to drive people to a landing page? This is where promotional content is best used. Are you trying to boost likes by posting something viral? Stop wasting your time.

Joie De Vivre is a luxury hotel chain in California. They decided to focus on using Twitter as a means to drive sales by offering deep discount offers with extreme time limits. The result was getting reservations for more than 1000 rooms in less than a year.

Remember that you don’t have to be present on every platform. It’s perfectly reasonable to pick and choose. However, when you do decide to go active on a social media website, do so with specific goals in mind, and ensure that your activity on that site furthers those goals.

4. Use Personalization For UX And Retention

Personalization is important to people. In fact, it is so important that many people are willing to give information that they normally would not in order to have a personalized experience with your website. Use personalization to recommend products based on previous purchases. Greet new visitors and let them customize their own user experiences based on their needs. Remind customers about abandoned shopping carts. Create content that meets the needs of all of your buyer personas.

Zumba fitness once took personalization to a new level when they sent invitations to their annual conventions that contained personalized name badges for the recipients. This seemingly small gesture really earned a great response.

Great content marketing strategies involve reaching out to customers in unique and personal ways. Make an effort to provide your audience with content that speaks directly to their needs.

5. Work Hard to Establish Trust And Thought Leadership

Few things drive conversions, engagement, and traffic more than trust and thought leadership. Establish thought leadership by knowing your industry and your products inside and out. Become a source of information. You can do this by trying out a few of the following techniques:

Participate in Question And Answer Forums Like Quora – Find questions relating to your industry, and provide detailed, expert answers.

Create Long Form Content Such as eBooks And White Papers – This content tends to be popular with lower funnel followers and decision makers.

Produce Product Demo And How to Videos – Be the first source for people who are using your products.

Create And Upload Informative Presentations – This helps potential customers see what you have to offer.

Be Responsive to Customer Service Requests on Social Media – When customers hit you up on Twitter with questions or concerns, responding quickly and professionally will boost your reputation with them and those who are watching.

If you establish thought leadership, you have already gone a long way towards building trust. To further build trust, be consistent, truthful, and reliable with your content. Here is an article where Forbes weighs in on thought leadership.

6. Using A/B Testing Will Increase Likelihood of Long Term Success

The smallest things can make a big difference in digital marketing. Moving a CTA button, adding a trust badge, changing a font, or even adjusting an image very slightly, can have a significant impact on the way that visitors react and interact with a landing page. This is why A/B testing is extremely important, and why successful companies test and retest each time they make a change.

In one case, Nature Air A/B tested two landing pages. Both were identical except one page had a more prominent call to action box. Testing showed that this small change earned them 591% more conversions. So, what makes changes like this so effective? Behavioral economics is the use of psychology and emotion to influence the behavior of users regarding financial decisions. In this case, creating a larger call to action box provided psychological incentive for more people to convert. In this case, the technique employed was anchoring. Here are a few other examples of behavioral economics:

Providing Social Proof

Implying Scarcity

Establishing Authority

Limiting Choices

Conclusion

Smart, streamlined, deliberate, informed, data-driven, and aggressive; these are the words that should describe your e-commerce startup’s inaugural digital marketing efforts. By applying the knowledge you’ve received here, you should be well on your way to success.

The Ultimate Guide To Creating A True ‘Ultimate Guide’

From choosing the right keywords, to conducting audience research, to writing engaging titles, it can be a long, painstaking process to create content that outranks your top-ranking competitors.

This desire to create bigger and better content has led to this often cringe-worthy trend: turning every article into an “ultimate guide”.

Is There Such a Thing as an ‘Ultimate’ Guide?

“Ultimate guide” implies that your content is the best, right? That no one else can top it. That it’s the blog post to end all blog posts.

The issue is that with so many articles claiming to be “ultimate guides”, throwing this into your post title has started to lose its meaning. Claiming that your article is the best doesn’t make it so.

It’s in the value.

Here’s how to create a true ultimate guide – the right way – in order to attract more organic traffic and get readers raving about your content.

An Ultimate Guide Is More Than Just a Listicle

Many content creators and SEO professionals approach content with the belief that longer is better – despite the numerous studies that have shown diminishing returns on content that is too long.

There’s a sweet spot for every topic and niche, and simply adding more bullet points for “top tips” to your ultimate guide does not necessarily mean you are adding more value.

Your goal in creating an ultimate guide is to provide better information than all of the top-ranking posts for your chosen focus keyword.

You do that not by making it longer (necessarily), but by doing your research to determine what the existing articles offer that your guide has to have.

Step 1: Have a Purpose (Beyond Ranking)

I get it. It’s enticing to go after those sweet money keywords when you see an opportunity to outrank your competitors.

But beyond rankings, there’s typically the ultimate goal of getting readers to take action – by subscribing, by buying a project, or by filling out a form.

That’s why it’s short-sighted to create an ultimate guide for the sole purpose of targeting a particular keyword. Instead, it’s best to have a strategy that works to drive conversions through your content.

Before writing your ultimate guide, consider what action (if any) you want readers to take. Are you:

Simply aiming to inform readers about a topic?

Trying to build brand trust?

It’s essential that you know your end goal.

Having a clear objective in mind will help you determine what value you need to provide and how. It will keep you focused on writing content that serves to not only attract traffic but also make the most of that traffic.

Step 2: Choose Your Keyword(s)

Not every keyword is suited for an ultimate guide.

Just because your goal is to provide more value than the content that’s already ranking, doesn’t mean throwing “ultimate guide” in front of it is the move. It may be better suited for a different type of content (like a standard blog post or a listicle).

“Ultimate guide”-type keywords are ones that warrant a well-thought-out, in-depth piece of content. They should be topics that necessarily require a comprehensive guide in order to leave readers feeling sufficiently informed.

Relatively broad topics are a great fit an ultimate guide because they require many sections, explanations, examples, and actionable steps.

“Best places to visit in Thailand” can be summed up in a relatively concise listicle. “How to travel in Thailand” leaves much more room for elaboration.

Consider whether an ultimate guide would do your chosen keyword justice, or whether a different type of content would be a better fit instead. Some things to consider are:

What is the user intent behind the keyword?

Could you answer the user’s primary question in a relatively short (or standard-sized) article?

Can you effectively write a comprehensive guide about the topic without stuffing it full of fluff?

Are there already tons of “ultimate guides” about this topic?

Are you confident that you can at least offer 2X the value of the top-ranking articles?

In summary, choose keywords that warrant a comprehensive piece of content.

If you feel that in order to create an ultimate guide you’ll have to chock your content full of useless facts and tips, you should probably take a different approach.

Step 3: Scope out the Not-So-Ultimate Guides

Not all ultimate guides are created equal.

If you’ve decided that your focus keyword warrants an ultimate guide, then your next step should be to look at what’s already ranking. Chances are, you’ll find some existing “ultimate guides”.

In this step, you’ll want to look at what your competitors are doing right and wrong.

Are they simply regurgitating the same-old information?

Are they bringing anything unique to the table?

How can you learn from them and make your content 2X better?

Since your competitors are ranking for that keyword, they must be doing something right.

Look for similarities and characteristics that you think may be giving them a competitive edge. Then, looks for gaps in information that you can fill with your ultimate guide.

Your ultimate guide – as the name implies – should aim to be the best of the best. That means capitalizing off of what your competitors are doing right and then making your content even better.

Step 4: Survey Your Audience

Want to know what your audience really wants to read? Ask them!

The best way to provide the most value in your ultimate guide is to ask your readers what they are interested in.

You can survey your audience casually (by asking them questions on social media) or by sending them an official survey (directly or via email). Their answers will help you determine what information to include in your guide.

Here are some questions you can ask your audience:

What is your top struggle when it comes to dealing with [ topics/problem ]?

What are three questions you have about [ topic ]?

What do you wish other brands knew about [ topic ]?

What are some solutions you have tried to solve [ problem ]?

What’s your top tip when it comes to [ topic ]?

In SEO content, it’s best to avoid making guesses when you can get your answers straight from the source.

By asking your audience directly, you can be sure to write content that answers their most burning questions, thoroughly covers the topic, and provides the value that your particular audience is looking for.

Step 5: Include Case Studies, Examples & Statistics

Any claims that you make in your ultimate guide should be supported by case studies, examples, or statistics.

Including this information serves to provide value to your readers in a variety of ways:

Authority

Including sources shows your readers that you know what you are talking about.

In other words, it helps establish you as an authority on the topic.

Rather than making baseless claims, you can back up all of your information with facts.

Trust

Referencing sources helps build trust with your audience.

When people are confident that the information you are providing is accurate, they are more likely to buy from you.

Application

Including examples helps readers make the connection between the information in your ultimate guide and how they can apply it to their lives or businesses.

Examples prove that the tips or strategies you are sharing work and that by taking action readers can see similar results.

E-A-T

“E-A-T” is a principle in SEO that stands for Expertise, Authoritativeness, and Trustworthiness.

Google’s Danny Sullivan has suggested that the secret to better rankings is better content. And the key to better content? You can find that in the quality raters guidelines, which talks in great detail about E-A-T.

By including case studies, examples, and sources in your ultimate guide, you’ll indicate to search engines that your content is valuable, accurate, and comes from a reputable source.

Following this step is another way to provide value where your competitors may be coming up short.

Step 6: Make It Actionable

If you know the search intent behind the keyword you are targeting with your ultimate guide, then you should be able to make a guess about what users are trying to achieve by reading your content.

Most times, their goal is to get their most pressing questions answered. Why? Because they are likely experiencing an issue that needs fixing, or want to learn more about a topic.

Your best bet in creating your ultimate guide, then, is to make the information you provide actionable in some way. You want to do your very best to help them fix whatever problem they are experiencing and answer every question they may have.

If your ultimate guide is about “how to plan a honeymoon”, you’ll likely want to include tips like:

Where and how to hire a travel planner.

How to choose the best hotel.

How to prepare for international travel.

How to budget for a honeymoon.

Best places to book affordable airfare.

Even better, these actionable steps all provide an opportunity for you to link to other related content on your site. Either way, you are giving the readers the information they need to apply your tips to their lives.

Not only will making it actionable put your guide miles above competing articles, but it’ll make it more likely that your guide will drive conversions.

If you are able to offer all of the information they need on your site, it’ll be easy to direct them to your products and done-for-you services.

Step 7: Make It Pretty

Creating an ultimate guide takes time – and, often, money. To truly make an “ultimate” guide, you won’t want to cut corners.

Make the most of the work and resources you are putting in by making your guide attractive and eye-catching, as well as informative. It’ll be worth it to employ a graphic designer and/or web developer to create a sleek, on-brand looking guide.

Including various types of media – like videos, infographics, and images – will also help you repurpose your content across multiple platforms. You can build out an entire content marketing strategy from a single piece of content.

Step 8: Add a Content Upgrade

Assuming your content is optimized to the nines and starts generating organic traffic, you’ll also want to be sure you are making the most of that traffic.

Beyond including links to your product pages or adding calls-to-action, you can incorporate a content upgrade to get readers to join your email list.

Content upgrades work great because they entice readers with even more valuable content than what you are already offering in your ultimate guide. If the upgrade is irresistible, users will hand over their email addresses in exchange for more juicy content.

Some possible content upgrade ideas include:

A free downloadable ebook.

A link to an exclusive expert interview.

A free sign-up for a 5-day email course.

A discount code for a paid product.

An expanded ultimate guide (e.g. “Get the rest of the tips here!”).

A free design or strategy template.

By adding a content upgrade to your ultimate guide, you can capture some of that traffic coming in and remarket to them later.

You’re essentially giving users multiple ways to opt-in (convert) – ensuring that you are making the absolute most of the traffic your content is generating.

Examples of Ultimate Guides That Get It Right

If you want to create the ultimate “ultimate guide”, it’s recommended that you learn from those that are already doing it right.

After following the tips above, look to some of these examples to find ways to make your guide even better.

Create Your Ultimate ‘Ultimate Guide’

Think you have what it takes to create a true “ultimate guide”?

Remember that your primary objective is to provide even more value than what’s already ranking.

Simply calling your guide an “ultimate guide” isn’t enough.

Follow the steps above in order to target the best keyword, create content your audience truly wants to read and provide accurate, actionable information that grabs users’ (and Google’s) attention.

More Resources:

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Creating A Pareto Chart In Power Bi – Advanced Dax

I’ll show you how to use a combination of formulas to be able to generate a visualization like this one.

The first thing that I always recommend when working on something similar with this analysis is to turn the visualization into a table. This way, you can really examine the numbers that are needed to generate the said visualization.

For this scenario, you first need to create a cumulative total to get the Total Revenue amount. As you can see, there are no dates and numbers. Therefore, it will be challenging to generate a cumulative total that’s based on text value instead of numbers. I’ll teach you how to do this step by step.

The first thing that I’m going to show you is the calculation for cumulative total without dates.

The technique here is to use the SUMX function as well as an iterator like the FILTER function. The FILTER function goes inside the SUMX. After that, you need to create a virtual table using the SUMMARIZE function.

The virtual table needs to look at all the sales inside the selected date context. After that, it should go through the specific state codes inside the table.

The said part of the formula will create a table exactly like the sample table. The only difference is it’s creating the table virtually for now.

The next part of the formula will create another virtual table for the revenue. But because this logic is inside a filter, it manipulates the table virtually to create a cumulative total. The formula should iterate through every row and part of the total revenue table.

If the revenue of the specific row is greater than or equal to the state revenue, it calculates the revenue amount and brings it into the table.  

After that, you need to add the variable, VAR StateRev, so that it’s going to evaluate the Total Revenue.

That’s how you create a cumulative total even though there’s no ranking based on dates or numbers. The cumulative totals that were created are only based on a text column.

All the cumulative totals in the table are calculated because they all evaluated to true, and then the total revenues are aggregated to the cumulative total.

The next part that I’d like to demonstrate is the creation of the sales table for the pareto chart.

In addition to this, you can create a Pareto chart based on any selection through the Product Category selector.

The next thing that I want to show you is how to combine the previous formulas into another one by simply adding some DAX functions.

To do that, just create a new measure or copy an existing (similar) one, then rename it accordingly. For this example, the new measure is named as Pareto Chart (States).

As you can see, there’s already an existing formula in the copied measure so you only need to add some DAX formulas. In this case, you need to add some variables using the VARIABLE function, which simplifies calculations.

The first variable (VAR StateRey) simply equals to Total Revenue, while the second one (VAR AllSales) uses the CALCULATE and ALLSELECTED functions.

For the logic, add the DIVIDE function before the SUMX, and then add the variable, AllSales on the bottom part. It’s important to have a constant value for the results to return. Thus, you should put zero as the alternative result.

There are times when the results appear in a number format, but the Pareto Chart (States) column should show in percentage like this one below.

Thus, you need to go to Measure tools, and then change the format into a percentage.

Once you go back to the table, you can see the exact results in the table transform into a Pareto chart. That’s the reason why I always recommend having it inside a table first before creating the chart.

You can experiment around the chart and select dynamic data in the Product Category selector. As you can see, the Pareto chart also changes dynamically as per your product categories.

You can also add some colors to your Pareto chart using some data labels to make it more compelling. Just take time to play around the formatting area and set up your Pareto chart accordingly. For instance, you can change the visualization and enable the Line Values like this one below.

There’s so much you can do inside Power BI to make your data stand out and your report more effective and visually appealing.

The key is understanding the right time to use variables in the evaluation. It could either be used at the start of the formula or as an iterating function. 

I hope that you got something out of this tutorial and hopefully you can find a way to utilize the sample formula pattern into your own models.

All the best!

Sam

A Front Man For Your Brand: The Community Manager

The makings of the ideal Community Manager

In a recent post on Smart Insights, Steve Kitt laid out some solid reasons why companies should consider having their own online community.  Steve makes a good argument, but even if you have your own community and manager, your brand will be fodder for discussion on other communities you have no control over and that’s why having a community manager (CM) is important for every company.

The reason you need a community manager is not only because you need someone to build or manage your own “walled” community, but because you need someone to represent you in all communities across multiple channels where people are talking about your brand. A company does not have to have its own online forum to have a community manager. A brand’s community stretches across a multitude of channels.

A virtual diplomat

In today`s interactive social media charged world where word-of-mouth is so powerful, your brand really does need a voice and that voice needs to be strong and mellifluous.  By that I mean your community manager (much like a diplomat) must understand what approach to apply depending on the situation at hand.  Or to put it another way, one of the most important skills of a good community manager is knowing that it’s just as important how you say something as what you say. Of course, this gets even trickier when you are bereft of such things as intonation, expression and body language — much like diplomacy, this is more art than science.

A thick skin covering a warm heart Effective communicator externally and internally

A community manager also needs to be able to bundle up their natural enthusiasm and passion and conduct successful campaigns across multiple departmental lines in an organization. You have to know how to talk to different levels of the corporate pyramid and effectively put unfamiliar terms and situations into a comfortable frame of reference for various decision makers. It`s entirely up to the CM to communicate social priorities and situations to the C-suite people in any given company. If these priorities are being overlooked, the first place to look for a problem is in the approach of the CM.

Unlike a social media manager, the CM isn`t responsible for the channels, but the interactions which take place on them and that means one has to be a people person. I might go even further and suggest a good community manager should be someone who`s not just a people watcher, but a committed student of human nature.  That fascination with human nature is something which drives many of the best community managers I know.

A CM has to be both a good listener and a good talker, but be a good listener first and always. Understand the issues and concerns of the communities the brand serves and communicate them clearly to the organization. The CM also has to be good at gathering information and connecting people to solutions, where often those solutions are in the form of other people. The community manager is essentially the host of the cocktail party, making the introductions and keeping things humming.

Community involvement

When your brand does decide to recruit a community manager, make sure you seek someone who understands that they must be part of the communities the company serves to be effective. This means making a sincere effort to understand the community members and most importantly, adding value to the community and not just a sales pitch.

Good results take time

The benefits which come from effective community management are almost never quickly evident. In fact, those positive results may take months to be apparent to stake holders. I know when I was recruited by GetResponse, I made it clear it would take up to a year for them to see results of my work. Just less than a year later and I think I can safely say I`ve shown results for the GetResponse brand.

What`s the trick? There is none. I build relationships through hard work, sincerity, good nature and a sincere desire to help people. Perhaps what I like most about this career is that nice people can actually excel in it. This is one gig where caring and sharing really is important.

The front man profile

Look for a CM candidate who also has that “front man” profile. Someone who thrives at stepping out in front and grabbing that microphone, but also someone who understands they are part of a team. If your rock star doesn’t understand that it’s the whole band that rocks, then they need to have their guitar tuned.

CM is the new PR

Social media is impacting how brands view public relations. Communication is interactive now, so the focus is shifting from telling people what they should think to asking them what they do think and why. This means the community manager role is going to become more and more important to brands who want to be socially relevant.

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