Author: Franz Malten Buemann

Last Updated on November 19, 2020 by Rakesh GuptaOnce upon a time, Salesforce was a simple customer relationship management (CRM) tool that could be easily managed by a single person or a small team. But that time is well in … Continue reading →

Consider one of American Express’s company values — “Customer Commitment”. Ideally, if you’ve had a positive experience with one of American Express’s customer service reps, you’ve seen this value displayed first-hand.
Alternatively, take a look at one of Google’s values — “Focus on the user and all else will follow.”
Any Google search will show you they stand by their purpose to serve the user. Undoubtedly, you find most answers to your common questions on page one of Google, and more recently, it’s likely separated in its own featured snippet, as well.

Having core company values can help you ensure each of your employees, from top leadership to entry-level, are working towards the same common goal, and share a bigger purpose.
Purpose is undeniably critical for employee satisfaction. In fact, an Imperative survey of LinkedIn members found 73% of purpose-oriented members are satisfied in their jobs, compared to 64% who are not purpose-oriented.
Plus, purpose doesn’t just improve employee satisfaction — it also increases your bottom line. The same Imperative survey found 58% of companies with a clearly articulated and understood purpose experienced growth of +10%, compared to just 42% of companies that don’t prioritize purpose.
Ultimately, core values are critical if you want to create a long-lasting, successful, and motivating place to work.
Whether you work for a new company in need of core-value inspiration, or an older company in need of a value revamp, you’re in luck — here, we’ve cultivated a list of some of the best company values. Additionally, we’ll examine how some companies truly honor their values.

Company Values

Integrity
Boldness
Honesty
Trust
Accountability
Commitment to Customers
Passion
Fun
Humility
Continuous Learning
Ownership
Constant Improvement
Leadership
Diversity
Innovation
Quality
Teamwork
Simplicity

Examples of Companies with Inspiring Core Values
1. American Express

Customer Commitment: We develop relationships that make a positive difference in our customers’ lives.
Quality: We provide outstanding products and unsurpassed service that, together, deliver premium value to our customers.
Integrity: We uphold the highest standards of integrity in all of our actions.
Teamwork: We work together, across boundaries, to meet the needs of our customers and to help our Company win.
Respect for People: We value our people, encourage their development and reward their performance.
Good Citizenship: We are good citizens in the communities in which we live and work.
A Will to Win: We exhibit a strong will to win in the marketplace and in every aspect of our business.
Personal Accountability: We are personally accountable for delivering on our commitments.

American Express doesn’t just hit the bare minimum when it comes to polite, helpful customer service — they go above-and-beyond to solve for their customers, even when there’s no protocol in place.
For instance, Raymond Joabar, the Executive Vice President at American Express, recently told this story in a Forbes interview: “One time, a hotel café manager [an Amex merchant] alerted my team that he had accidentally sold a display cake with harmful chemicals and needed to find the customers before they ate it. Obviously, there’s no procedure for that, but our team took ownership of the problem. They gathered all the information they could from the record of charge, identified 21 Card Members who used their cards at the café during that time frame, reviewed the accounts to find the right match, and then called the Card Member in time before they served the cake at an anniversary party.”
“The important point here,” Joabar noted, “other than that everybody ended up safe and sound — is that there isn’t a script for every situation, so we empower our care professionals to do what’s right for the customer. And we recognize what they do with this empowerment as well. We give awards to employees who go above and beyond to help customers and we share their stories across the company.”
This anecdote exemplifies American Express employees’ commitment to their customers even when it’s not easy, and demonstrates the company’s dedication to living by its values.
2. Google

Focus on the user and all else will follow.
It’s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don’t need to be at your desk to need an answer.
You can make money without doing evil.
There’s always more information out there.
The need for information crosses all borders.
You can be serious without a suit.
Great just isn’t good enough.

On Google’s philosophy page, they don’t just list their core values — they also provide examples.
For instance, consider their value, “You can make money without doing evil.” While many companies likely tout the benefits of integrity, Google references strategic efforts its made to avoid “evil” business, including — “We don’t allow ads to be displayed on our results pages unless they are relevant where they are shown … We don’t accept pop–up advertising, which interferes with your ability to see the content you’ve requested … [and] Advertising on Google is always clearly identified as a ‘Sponsored Link,’ so it does not compromise the integrity of our search results.”
Ultimately, a core value doesn’t have much power if your company can’t list intentional, calculated decisions it’s made to put values ahead of profit.
3. Coca Cola

Leadership: The courage to shape a better future.
Collaboration: Leverage collective genius.
Integrity: Be real.
Accountability: If it is to be, it’s up to me.
Passion: Committed in heart and mind.
Diversity: As inclusive as our brands.
Quality: What we do, we do well.

Coca Cola demonstrates its diversity core value with its public Global Diversity Missionpage, which lists the company’s diversity-related efforts, such as, “[collecting employee] feedback through formal surveys and informally through their participation in our business resource groups, various diversity education programs and our Resolution Resources Program, where associates can work to resolve issues they face in our Company.”
Additionally, Coca Cola’s Global Diversity Mission page exemplifies their commitment to accountability, as well — they’ve publicly included pie charts with statistics regarding their global employee gender and race ratios. By acknowledging both their efforts and their shortcomings, Coca Cola is able to show their desire to live up to their values, while taking responsibility for any mis-match between their ideals and reality.
4.Whole Foods

We Satisfy And Delight Our Customers — Our customers are the lifeblood of our business and our most important stakeholder. We strive to meet or exceed their expectations on every shopping experience.
We Promote Team Member Growth And Happiness — Our success is dependent upon the collective energy, intelligence, and contributions of all of our Team Members.
We Care About Our Communities And The Environment — We serve and support a local experience. The unique character of each store is a direct reflection of a community’s people, culture, and cuisine.
We Practice Win-Win Partnerships With Our Suppliers — We view our trade partners as allies in serving our stakeholders. We treat them with respect, fairness and integrity – expecting the same in return.

Underneath each of its values on its core value page, Whole Foods provides a link, such as, “Learn more about how we care about our communities and the environment.”
Ultimately, their page demonstrates their ability to walk the walk. For instance, to exemplify their commitment to local communities, Whole Foods created a Local Producer Loan Program, in which they provide up to $25 million in low-interest loans to independent local farmers and food artisans.
Additionally, Whole Foods provides a list of environmentally-friendly efforts they’ve practiced since 1980, including “Printing and packaging using recycled paper and water- or vegetable-based, composting to decrease landfill waste, and no single-use plastic bags at checkout since 2008”.
If you’ve ever been to a Whole Foods, you know they’re serious about their efforts to reduce waste and help the local community. In fact, its part of the reason so many customers are brand loyalists — because they support those efforts, too.
Ultimately, good core values can help an audience identify with, and stay loyal to, your brand, rather than flipping between you and competitors. To ensure long-term success andlong-term employee retention, it’s critical you create — and live by — certain non-negotiable company values.

Despite how many PowerPoint presentations I’ve given in my life, I’ve always struggled with understanding the best practices for creating them. I know they need to look nice, but figuring out how to make them aesthetically pleasing and informative is tough. 
I’m sure my experience isn’t unique, as finding the correct balance between content, design, and timing can be difficult. Marketers know this more than anyone, as success in the role is often marked by being able to create engaging campaigns that tell a story and inspire audiences to take a specific action, like purchasing a product. 
However, PowerPoint presentations are different from advertisements. Understanding how to leverage your marketing knowledge when creating PowerPoints can be tricky. Still, there are various resources for marketers to use when creating presentations, one of which is the 10/20/30 rule. 

Coined by Guy Kawasaki, the rule is a tool for marketers to create excellent PowerPoint presentations. Each element of the formula helps marketers find a balance between design and conceptual explanations, so you can capture audience attention, emphasize your points, and enhance readability. 

Guy Kawasaki PowerPoint
Guy Kawasaki, one of the early Apple employees, championed the concept of a ‘brand evangelist’ to describe his position. He spent most of his time working to generate a follower base for Macintosh, the family of Apple computers. Today he works as a brand evangelist for Canva, an online graphic design tool. 
Given that he’s had significant experience giving presentations to captivate audiences, he’s figured out that the 10/20/30 is a successful formula to follow. Kawasaki’s book, Art of The Start, is where he first introduced the concept and described how it works.
Let’s cover each part of the rule in more detail. 
10 Slides
Kawasaki believes that it’s challenging for audiences to comprehend more than ten concepts during a presentation. Given this, marketers should aim to create PowerPoints with no more than ten slides, i.e., ten ideas you’ll explain. Using fewer slides and focusing on the critical elements helps your audience grasp the concepts you’re sharing with them. 
In practice, this means creating slides that are specific and straight to the point. For example, say you’re presenting on the success of your recent campaign. Your marketing strategy was likely extensive, and you took a series of different actions to obtain your end result. Instead of outlining every aspect of your campaign, you would use your slides to outline its main elements of your strategy. This could look like individual slides for summarizing the problem you hoped to solve, your goals, the steps you took to reach your goals, and post-campaign analytics data that summarizes your accomplishments. 
It’s important to note that there shouldn’t be overwhelming amounts of text on your slides. You want them to be concise. Your audience should get most of the information from the words you’re speaking; your slides should be more supplemental than explanatory. 
20 Minutes
After you’ve spent time coming up with your ten key points, you’ll need to present them in 20 minutes. Knowing that you’ll only have 20 minutes also makes it easier to plan and structure your talk, as you’ll know how much time to dedicate to each slide, so you address all relevant points.
Kawasaki acknowledges that presentation time slots can often be longer, but finishing at the 20-minute mark leaves time for valuable discussion and Q&A. Saving time in your presentation also leaves space for technical difficulties. 
30 Point Font
If you’ve been in the audience during a presentation, you probably know that slides with small font can be challenging to read and take your attention away from the speaker. 
Kawasaki’s final rule is that no font within your presentation should be smaller than 30 point size. If you’ve already followed the previous rules, then you should be able to display your key points on your slides in a large enough font that users can read. Since your key points are short and focused, there won’t be a lot of text for your audience to read, and they’ll spend more time listening to you speak. 
Given that the average recommended font size for accessibility is 16, using a 30-point font ensures that all members of your audience can read and interact with your slides. 
Make Your Presentations More Engaging
The 10/20/30 rule of PowerPoint is meant to help marketers create powerful presentations. 
Each element of the rule works in tandem with the other: limiting yourself to 10 slides requires you to select the most salient points to present to your audience. A 20-minute timeline helps you ensure that you’re contextualizing those slides as you speak, without delving into unnecessary information. Using a 30-point font can act as a final check for your presentation, as it emphasizes the importance of only displaying key points on your slides, rather than huge blocks of text. Font size then circles back around to the ten slides, as you’ll craft sentences from your key points that will fit on your slides in 30-point font. 
Being mindful of slide count, text size, and presentation length ensures that your audiences are captivated by your words as you explain the value behind your work. 

These days, businesses across every industry are investing in social media marketing. But no matter how great your social media content is or how many people follow your accounts, you won’t be able to grow your audience, reach, and presence if you don’t understand the data behind it all.
In-depth knowledge about the status and success of your social media marketing will offer actionable insight into things like which strategies should remain in place and what you should change or experiment with in order to grow. Social media analytics tools are able to help you with just that.

Social Media Analytics
In this blog post, we’ll review the importance of social media analytics and some great options to help you measure your social media marketing success.
Get certified in social media strategy with this free course.
What is social media analytics?
Social media analytics is the process of gathering, analyzing, and applying data, information, and reports related to the content shared on your social profiles and the social profiles themselves.
Why use social media analytics?
With social media analytics, you can:

Understand the metrics that matter most to your team and business such as engagement, reposts, shares, clicks, impressions, and sessions.
Identify effective ways to boost brand awareness and reach.
Resonate with your audience.
Boost traffic to your other content and website.
Increase conversions.
Improve customer loyalty.

How to Track Social Media Analytics
Here are the steps involved in tracking social media analytics

Identify which social media platforms you’ll be measuring impact on (e.g. LinkedIn, Facebook, Instagram).

Determine which metrics you’re doing to track (e.g. clicks, impressions, likes, shares).
Choose a time period to analyze (e.g. last quarter, last month, last week, duration of your campaign).
Determine which tools you’ll use to track and measure success (we’ll cover your options in the next section).
Review and analyze your data (depending on your tool of choice, there may be internal features to help you understand and analyze your data — such as this one with HubSpot).
Apply your findings and conclusions to improve growth in the future.

1. HubSpot Social Media Software

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HubSpot provides a deep look into the way social media impacts your bottom line and gives you the ability to report on social media ROI. View and compare performance across different platforms, campaigns, and publishing times — all from a single tool.
Monitor your brand on social to understand how your target audience perceives your business and content. Additionally, YouTube Reports provide insight into how your audience and buyer persona’s engage with your videos. Lastly, effectively reach certain audiences by using data and context from the Contacts in your CRM (which this social tool integrates seamlessly with).
Get certified in social media strategy with this free course.
2. Sprout Social

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Sprout Social is a social media planning service with expansive analytics and reports that help you understand the performance of all of your social accounts.
Configure and customize reports and metrics to help you scale your your business’s presence on social. And if you’re a HubSpot customer, integrate your CRM with Sprout Social to collect and view accurate reports all in one place.
3. Falcon.io

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Falcon.io is a social media marketing platform for Facebook, Twitter, LinkedIn, and Instagram with analytics and community engagement capabilities.
Create an overview of cross-platform metrics and KPIs to determine which of your strategies are working best. Customizable dashboards update in real-time to give insight into your performance on your profiles. And with pre-existing templates, these customizable dashboards are easy to create and implement.
Lastly, integrate Falcon.io with your HubSpot CRM to sync customer data for your social campaigns, create custom and lookalike audiences, and offer customer service all via the tool.
4. Mailchimp

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Mailchimp is a full-service marketing platform that offers analytics for social media ads. It’s easy to use for small marketing teams and requires little time to pour over the accompanying analytics.
With Mailchimp, you’ll have an audience dashboard, which is a page dedicated to understanding audience behavior. Additionally, the software offers tools to look into smart targeting and mobile integrations. These tools can diversify a social strategy and deliver higher engagement numbers by helping you create content that specific audiences will respond to.
5. Databox

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Databox is an expansive analytics platform that lets you set and track social media campaign goals. It’s a good choice for businesses that have many contacts, social accounts, campaign goals, and target audiences.
Customize metrics that matter most to your campaign or social channels for your reports. Any integration you have, such as HubSpot, will be visible from your dashboard as well.
6. Grow

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Grow users gain full visibility into engagement on all of the social accounts. The tool integrates with HubSpot, Salesforce, Google Ads, Facebook, Marketo, and Microsoft Office so you can view all data in one place.
Grow breaks down complex data into graphs and visuals, and your social reports are easily sharable which is helpful if multiple people are working on the same project. Grow’s reports are built with metrics chosen by the user — meaning, you can customize reports in a way that works for your needs.
7. ActiveCampaign

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ActiveCampaign is an email marketing software with social media features including reporting. You can connect Facebook, Twitter, Digg, and other platforms to gather insights related to performance.
Since you’ll have both social media and email metrics in one place, this is a good option for businesses with a heavy email marketing focus. Additionally, ActiveCampaign’s reports track what contacts do after they click through to your site. Further, if you’re a HubSpot customer, the software integrates with your CRM.
8. CoSchedule

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CoSchedule gathers social network, campaign, and engagement data for your profiles and compiles that real-time data into reports.
On your dashboard, compare multiple campaigns to determine the evolving ecosystem of audiences. You’ll also be able to see the top fans of your social accounts, making it easier to create targeted content for them (and followers like them).
Choose a Social Media Analytics Tool
Ultimately, choosing the right social media analytics tools for your business shouldn’t be a stressful process. The tools should align with your business goals and deliver the metrics you need to be successful. So review the options above and choose the right one for your business.
Editor’s note: This post was originally published in March 2020 and has been updated for comprehensiveness.

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