Lucy Leiderman (@Lucy Leiderman) is the Director of Digital Strategy for Toronto-based agency Pilot PMR. Here, she advises clients on content and social media strategy, oversees promotion and advertising across new media, and writes on a number topics related to internet and technology.
Lucy is also a published author, having written the Seven Wanderers Trilogy, a series of novels in the historical fiction/fantasy genre.
This conversation is split into two parts, where the first discusses her work as a digital strategist, and the second speaks more to her personal habits and her workflow as an author. Catch up with Lucy on her website, LucyLeiderman.com
Show Notes & Links
Prescott and Lucy know each other “from the internet”Directors of Digital Strategy need to have the “widest toolbelt” of digital knowledge, to always offer fresh, innovative, custom solutions – there is no more “cookie cutter” approachAgile Methodology“Project Managers have become Scrum Masters”, says Bob Calvano during his episodeScrum Alliance and their certifications“The Scrum Master is, above all, a facilitator.” ← Click to Tweet“At the end of the day, [we]’re all in the business of marketing. We’re trying to get people to do something.” ← Click to TweetTraditional can be contemporary — living as if they’re in 2008Lucy writes numerous articlesGrowth HackingInternetalia — is that a word?“We’re all psychologists now.” ← Click to Tweet“The Free Market is as active online as it is anywhere.” ← Click to TweetInstagram gets bought for $1 BillionInstagram needs to solve its multiple login problemThe Busy Creator on Instagram — completely locked out and can no longer be updatedWhen Instagram first came out, it didn’t have a web presence 18-year-old Instagram celebrities/millionairesPatagonia on InstagramZildjian on Instagram“Login Fatigue,” when you have too many damn accounts and log-insCoca-Cola’s social media “happy” campaign backfiresKim Kardashian’s twitter goof during the Aurora, CO shootingsDiGiorno Pizza during The Ray Rice scandal — hashtag #WhyIStayed“With analytics, anything can be good or bad. It’s up to you to frame it.” ← Click to TweetThe problem with blue light“I started writing because I ran out of reading material.” ← Click to TweetLucy’s first books were set in the world of Celtic MythologyLucy does not take inspiration from Russian Literature, in spite of her heritageOriginally, she wrote for children, but her work ended up a little more matureOnly about 30% of a story plan actually comes to bePrescott thinks stories are like trees, or spiderwebs. Lucy says they’re more like a tapestry (with threads woven through)“Writing a book is committing yourself to always feeling guilty.” ← Click to TweetNaNoWriMo – National Novel-Writing Month“I love the finished product, but the process is hard.” ← Click to TweetLucy never took courses in writing or studied the craftAverage sci-fi novels are 100,000+ wordsIt can take 25 minutes to get back on task following a distraction, according to an article from The NY Times, which cites a study from UC IrvineLucy has never had a full cup of coffee, prefers teaMcDonald’s + Shazam ad – did it work? LucyLeiderman.com, an About.me page Lucy’s Author Page Lucy Leiderman on Twitter Lucy Leiderman on LinkedIn Lucy Leiderman on Instagram, mostly her dogsTools
Google AnalyticsRadian6BufferHootSuiteGoogle Drive/Apps for WorkWorkamajigBasecampBalsamiq, for wireframesInVision, also for wireframesSlackMicrosoft WordFacebook, and its ever-changing natureTechniques
Don’t create content for it’s own sakeDon’t waste a call-to-action and spend money when it doesn’t drive salesUse data to show how campaigns are effectiveGet immersed in the community; go to events/Hackathons, watch TED talksUse the channel itself for full analytics; don’t trust third-party sites for data collectionFactor “the environment” into your channel-planningAsk questions in your story plan (e.g. “why does this person think this?”)Have a publisher or editor kick your butt a littleUse Post-Its to highlight points-to-makeKeep a plan for the next 5000 words, and another document for the actual textBuild a nest of pillows and stay deep for 5-6 hours of workAllow your daily routine to flex with the day (and the dogs’ breakfast schedule)Read case studies rather than opinions, especially for continued growth/learningHabits
Editorialise and examine your data; never show raw numbers to a clientDon’t email when voice communication is faster and more directAcknowledge your inner emotions when writing a bookBuild a comfortable setup and work in spurtsTake breaks and go for walks (with the dogs)Try Audible.com Free for 30-Days
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