So I got this email…

Don Schindler It is my pleasure to inform you that you are being considered for inclusion into the 2008-2009 Princeton Premier Business Leaders and Professionals Honors Edition section of the registry. The 2008-2009 edition of the registry will include biographies of the world’s most accomplished individuals. Recognition of this kind is an honor shared by thousands of executives and professionals throughout the world each year. Inclusion is considered by many as the single highest mark of achievement. You may access our application form using the following link: http://princetonpremierbios.addr2.com/url/416876/2fa84429/ Upon final confirmation, you will be listed among other accomplished individuals in the Princeton Premier Registry. For accuracy and publication deadlines, please complete your application form and return it to us within five business days. There is no cost to be included in the registry. If you’ve already received this email from us, there is no need to respond again. This email serves as our final invitation to potential members who have not yet responded. On behalf of the Executive Publisher, we wish you continued success. Sincerely, Jason Harris Managing Director Princeton Premier

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I’ve been on the net working professionally for almost ten years now so this just screams BS. But you never know, so I spent a couple of minutes just to make sure.

Google search…ouch. The first entry isn’t even them. It’s a Yahoo Answers questioning who they are. But the answer isn’t that good so I go back to Google and check out the other links.

The official site is the second link. You never, ever want that to happen. I go to the site. It’s not that professional and looks like a scam.

Then I go back to Google and start checking out the blog entries. There are plenty of them and finally I get to one where they actually dive deep into the site and find out it costs $100 to join and you don’t get the money back if you are unsatisfied with the results. I really appreciate the time I saved by reading instead of filling in the blanks.

Now, this example is easy to show how consumers like myself can find out what is legitimate online pretty easily.

But what if this happened to your small company? What if an upset customer blogged about you and their entry was showing up before yours in a Google search? It’s like your worst customer sitting outside your doorstep telling everyone that you suck and they should not do business with you.

That’s the number one thing I hear about social media and opening your company up to it? What if a customer complains? What if they write bad things about me on the site?

Well, next blog I’ll explain why I see it as a good thing and how to try and drive a bad entry off a Google search.

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One thing I have come to understand with technology and media is that everything new is nothing new at all; they’re just new ways of looking at things.  How we communicate and connect today can be traced back to how people have always communicated and connected.  Digital and social media are not that much different in their nature than to what we’re already accustomed.

This point was made clear to me on a recent trip San Francisco when I visited the epicurean delight called the Ferry Plaza Farmers Market.  Held every Tuesday and Saturday mornings at the historic Ferry Plaza building, amazing selections of produce, meats, cheeses, chocolates, and other food stuff abound.  (I recommend making it your whole Saturday morning.)  The site is a beautifully restored public building with cafes and food shops open every day of the week, but they are joined on Farmers Market days by perhaps a hundred vendor stalls that ring the building.  

As I walked around the market enjoying the different aromas and flavors, I captured the scenes with my iPhone’s camera and began to realize how similar it was to the world of digital and social media.

(View a hi-res version here at Animoto.com)

The Farmers Market is a space where large corporate entities intermingle with small Mom & Pop operations on equal footing.  While the large entities had shiny, polished stalls inside the main building and were doing steady business, the real action was outside in the modest tent stalls.

Unlike the sterile supermarket (broadcast media), the Ferry Plaza Farmers Market (social and digital media) was alive.  There was a noticeable sense of excitement and buzz caused by the higher level of interaction between consumer and producer.  People brought empty tote bags and roller carts and were leaving with bounties of goods to take home.  

Most of the produce and food stalls had a plethora of samples that enticed you to experience the flavors for yourself.  At one booth, a sign read, “Sampling Is Mandatory!  (we are watching)”.  Most people running a booth had a certain range of produce or food stuffs they offered and were eager to tell you lots about it. 

For those who wanted more than just the raw materials, you could choose from a variety of prepared meals cooked fresh and made to order for.  There were even non-profit organizations who had their own stalls to promote their causes – one in particular, La Cocina, provides commercial kitchens and business advice for low income micro entrepreneurs who want help taking their food product to market. 

Inserted in this bountiful selection was an unassuming stall that was an enclosed shipping truck.  Inside was one of the most coveted service at the market – knife sharpening.  By 10am, this guy had already taken on all his orders for the day.   

As I sat down with an amazing melange of sourdough, smoked fish, capers, and fresh cream cheese, I came across one of the best musicians not on the Internet – Flat Cut F.  He was a nice guy who was sitting on a chair near some tables with his hat out.  Like the handful of musicians around the market, he just showed up and started playing.  I’m glad he did.

Inside the permanent structure, I met Karim and Polly with CleanFish and visited with them at length.  Their company has created a sustainable approach to commercial fishing that stretches from the fisherman to the distributors to the restaurants to the consumers themselves.  Everything they do is focused on making sure we have enough seafood to eat without harming the ecosystems they come from.

As I was making one final pass of the market, I noticed one stall had a line of about 45 people long.  It was the Blue Bottle Coffee Co.  I figured if that many people were waiting in line for their coffee (with a Starbucks across the street), it had to be worth the wait in line.  When it came time for my order, I asked for their best drink and got the Gibraltar, a short cappuccino served in a glass tumbler.

Enjoying my Gibraltar, I couldn’t resist starting a conversation with Jack Gold who was wearing a t-shirt that implored, “Protect Me From What I Want“, which it turns out was a saying that he came across at an art installation while he was executive director of the Providence Preservation Society.  He is now the executive director of the San Francisco Architectural Heritage.  

Before I left, I noticed there was a cooking demonstration being held encouraging the use of various produce at the peak of their season.  Right next to it were political supporters of the Democratic Party voicing their support for Obama and one who was collecting signatures to name the sewage plant after our current president.  Not too far away was a nice man from Oklahoma with a show cat and a sign asking for money to help enter a cat competition.  How often do you see those three side-by-side at the supermarket?

In reflecting on my experience, here are a few of similarities of social media and the farmers market:

• Both encourage a stronger sense of community – letting consumers meet the producers directly
• Large corporate entities and smaller entities can compete side-by-side
• It’s not the fancy stall and slick marketing operations but the quality and authenticity of the product that is most important
• The more interaction, the better: people want the opportunity to share their views and opinions
• Even low tech companies can thrive here

What are your thoughts? What similarities and differences do you see?

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With the speed at which digital media and social media are moving, most organizations don’t have a digital strategy.  Understandably, they don’t even have a budget that takes digital and social media into consideration.

Because their budgets were created for yesterday, not today, there is a financial disconnect.  What I mean is their budgets are broken into different silos for established departments and past initiatives that can block the leaders from seeing new, more effective ways of accomplishing the organizations goals.  

While most organizations have line items for marketing, sales, conferences, training, publications, website enhancements, and IT infrastructure, they were likely created with an Information Age mentality.  That is to say, that information is to be pushed out through broadcast methods, static websites, unwieldy enterprise “efficiency” tools.  

The time has come to bust the budgeting buckets and reorganize them to take advantage of the Interconnected Age:  Do you really need to spend $20,000 on a mail-out survey?  How can you justify spending $150,000 on a quarterly magazine without knowing if anyone is actually reading it?

Most central offices think they need to sit in the Ivory Tower writing their internal operational manuals and capturing best practices.  Why not create internal wikis that allow those people doing great work to share and collaboratively write the manuals for you?  

Instead of staffing and maintaining a large customer service center, why not create a user community and let your customers help each other? 

When you start to understand the possibilities of digital and social media, you’ll begin to see that it’s not that you don’t have the money, but it’s that you don’t have the money organized in the right buckets.

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So the kids and I went to check out Eagle Creek Reservoir Beach on Sunday afternoon.

I’m very proud of my oldest daughter. She has finally learned to swim (after this summer of swimming lessons). But she’s very particular about her nose. She has to have nose plugs on or she can’t go underwater. So be it. Nose plugs it is. No matter how silly she looks.

After being in the water for an hour or so, I decided to start pitching the kids in the air. They love it and it’s some exercise for me. They swim over, I count 1-2-3 then heave them in the air. There’s a big splash and a lot of laughter.

We did this for fifteen minutes or so and I was about done. So the last one is always a doozie. I threw my daughter up as far as I could and she came down with a huge splash. When she came up, her nose plugs were gone.

Aw, man. Now I’m pretty sure you all know lake water. It’s definitely not swimming pool or Hawaiian Island clear. Visibility is like six inches. And even that is questionable.

She was really upset. Now how was she going to swim?

I started feeling the rocky bottom as best as I could in the 36 inches of water. Nothing just a lot of little rocks.

After ten minutes, my brain was telling me this was a lost cause.

You are not going to find them. Just tell her you’ll buy her some more. What are they? 5 bucks or so. Is it worth it?

Maybe not? But I didn’t stop. I prayed a bit and I kept searching with my hands on the surface of the bottom.

Because of the depth of the water, it was a stretch and I couldn’t really go over a big area of the bottom. I was by inching myself along.

Finally, I thought, just go under and do a quick large scan of the immediate area.

I went under, forced myself to the bottom and reached out.

It only took three tries and I had them. I couldn’t believe how fast I found them. It was same area that I had gone across a couple of times but here they were.

My daughter was smiling and swimming again – funny-looking nose plugs and all.

So what’s the moral of this story – what did I learn?

That once I changed how I was searching, once I dove deep into that dark water – the thing I was looking for came right away.

I believe consumer insights are like those nose plugs. Often insights are hard to come by but they are extremely important.

There’s a good book by Phil Dunsenberry, “One Great Insight is Worth A Thousand Ideas” in which he goes into why an insight is much more powerful than an idea.

To find an insight in the past, we did surveys, focus groups, product testing, and/or relied on the engineers or service people to come up ways to make things better. Sometimes this works – sometimes it doesn’t. And it’s amazing how many companies bet the farm on a good idea but not an insight.

But with Social Media, you can find consumer insights. They are right there waiting to be picked like ripe fruit

If you are new to Social Media (blogs, forums, community networks), I’ll bet it looks a lot like dark lake water. There’s too much noise. You can’t spreadsheet the answers as easily as you can with organized and self-generated research.

But here’s the deal. If you dive in, dive deep and put your hands out, you going to find the answers you are looking for.

People (and this system is entirely made up of real people) will give you honest feedback if you act like a person and not a marketer.

It takes some time – but all good things do take time.

The good thing is that you can start now and catch up pretty quick. We are at the foundation level of this digital social media thing. You can cut your social teeth along with everyone else.

For all of you that think social media is Facebook and Facebook is fad, you are sort of right. Facebook is a fad but it is a pretty darn popular fad right now. Some other network might overtake it but it’s not going to be overnight. And it’s going to do a lot of the same things that Facebook is going right now.

BTW, Social Media is not Facebook. If you want a list of what Social Media is not, click here.

If you are still timid about social media, stop by MediaSauce or give us a call at 317.218.0500. We would be happy to help you. We have presentations and clinics you can attend. Most are free.

I believe after you’ve been swimming in social media for a while, consumer insights won’t be lost under lake water anymore. They will be floating in the clear blue.

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Life in the Interconnected Age requires new ways of looking at the world.  For organizations wanting to position themselves for success, it will involve new thinking on how to staff and how to budget.  Let’s explore the staffing model question in this post and consider budgeting implications in another post.

With the move away from broadcasting information thru narrow channels (TV, radio, print), organizations can no longer expect to do well with a staffing model that is designed for that era.  Instead, those who lead will understand the conversational nature of the Interconnected Age and embrace authenticity, transparency, and agility.  

This will require a staffing model for your marketing and communications department that is less about developing the next 3-panel brochure and more about being highly adept at mixing and mingling directly with your target audiences thru your website and other social media spaces (blogs, social communities, discussion forums.)

According to Jeremiah Omyang at Forrester Research, more Fortune 500 companies are creating two new roles: Social Media Strategists and Community Managers.  The former is focused on developing a well developed plan for connecting to those individuals and organizations it wants to be connected with.  The latter is responsible for engaging directly with their target audiences where they are already hanging out on the web and in some instances creating the space for these audiences to gather.

No matter what you name these positions, you’re going to need someone whose focus is developing your connection strategy and tracking your progress.  And you’re going to need someone to roll up their sleeves and be your roving reporter/promoter/advocate/evangelist.  [Check out this entertaining list of job titles for these new roles].  For some organizations, this will be the same person.  For others, it will be a whole department of 20 people.   

The good news is that you don’t need to be a Fortune 500 company to build your amazingly effective social media team.  With the proliferation of blogs, social communities, video sharing, photo sharing, and other social media tools, every organization can empower its employees, volunteers, and customers to spread the word about the great things it’s doing.    Chances are that someone is already out there telling your story – you just don’t know about it.  Find out what’s being said and shine a light on it.  

What are you doing with your staffing model?  Have you created new positions? What’s working and what’s not?

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In yesterday’s Online Spin, there was an article Agencies: Reinvented or Replaced by Joe Marchese.

Joe’s jist was that ad agencies need to change – that they aren’t prepared for the future of advertising within social media. Here’s what he says,

“In the end, social media is nothing more than a mirror of people’s real-world behavior (albeit amplified and with extreme ADD). If you’re taking steps to make your brand relevant to people in the real world (which I sure hope you are), then it’s not that big of a leap to figuring out how to make your brand relevant to people in a social media context. Social media should be a valuable tool for helping you answer that billion-dollar question of what will make your brand relevant to people, as well as the platform spreading your brand’s message as you achieve greater relevance. It’s listening and talking, instead of just talking.

Agencies certainly have the talent to listen. Some of the best and brightest are hungry to take on the challenge of building the iconic brands that shape our lives, and would love the opportunity to feed back the voice of the people they are talking to. But the current brand-agency relationship isn’t set up for this task – and, more importantly, isn’t compensated for it. Are agencies set up to have a conversation for your brand, or has a mandate to only be the brand’s mouthpiece crippled agencies from truly activating your brand in social media?

It’s this question that has led many to wonder if brands should be handling the activation of social media in-house. It is a valid point. If it’s true that brands’ participation in social media means much more than simply buying media and blasting the “big idea,” can agencies fill this role?

I believe not only that agencies can, but that they must. Because unless agencies participate in social media, their role as stewards of brands will eventually end — and their greatest fear, a future where their services are nothing more than a commoditized function performed by Google and Microsoft, (http://www.iht.com/articles/2008/06/22/business/ad23.php), will come true. If your function can be performed by a computer, it will be. Fighting this, rather than focusing on the areas that cannot be done even by the mighty Google’s algorithms, is a losing battle. The future of agencies lies in more than knowing how to get in front of the right people, but also in knowing how to talk and listen to those people to shape a brand and its message.”

While I’m an advocate of what Joe is saying about social media and the commitment to it by companies, I’m confused about how an agency would change to deal with this. This is a fundamental shift in thinking.

Is an agency really set up to change from push to pull? From messaging to conversating? Why must an agency deal with this at all? It’s not like advertising is going to go away. To add a social media department within the agency (essentially buying your way into social media) isn’t the answer because then you’ve got competing factions within the agency. One that pushes messages out and one that participates in the message.

On the outside, it may seem like a good idea but as soon as one of them starts making more money than the other, agencies tend to be biased in that direction so neither the message nor the conversation works.

So then it must go in house? I don’t believe that is the right call either. What I’ve found with in-house marketing is that it isn’t strong enough or large enough to participate in the conversation. There’s too much going on for a one or two person marketing department. Even larger companies are cutting the head count.

Then what is the answer? I believe social media is an entity to itself and must be treated as such. The new kind of connection agency will emerge that will consult and participate with the brand’s messaging in mind – but they can’t be held to the same standards as a traditional agency.

In other words, you can’t punish them for finding out people think your product suck. You should reward them with finding out the insights on why the product sucks and their ideas on how you can make it better. They will keep you in the loop and connect you with your consumers and your partners.

You may think these guys and gals are just research then but research is and should be at arm’s length just observing what is happening and reporting on that. Connection agencies are knee-deep with the consumer. Consumers should know that they are part of the company – transparent and authentic – and that they can help get them an answer that maybe customer service couldn’t understand or deal with.

You are also in the long haul with this kind of company. This isn’t an RFP type of arrangement. This isn’t somebody you can throw to the curb after a couple of years – or just because you want to jump to the hottest connection company of the year. They are just as essential as your operations department.

Maybe I’m wrong about this but I think agencies aren’t the right place to put this type of communication. Let them do what they are really good at…clearly communicating your message. Let the connection agency find out if it’s working and if your products are delivering the goods.

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In January of 2001, local leaders in southwestern Kenya created The Mara Conservancy, an agency dedicated to the protection of The Mara Triangle, a 510 sq km (197 sq miles) National Reserve that is home to the Masai people and game such as lions, elephants, cheetahs, hippopotami, black rhinos, and of course the zebras and wildebeest that comprise the Great Migration each year. In the years that followed, the rangers dedicated to Mara virtually ended poaching in the area, built more than 150km of roads, and saw the lion population swell by more than 50 percent. Their successes served as a boon to the region, which became a hot spot for travelers on safari.

However, post-election violence in Kenya erupted late in 2007 and created a catastrophic collapse of the tourism industry (90% drop since January 2008). Without this vital source of revenue crucial park operations, including anti-poaching and de-snaring patrols, are severely hindered in the Mara. Without a new source of funding, these services will soon cease.

No Tourists = No Funding = No Protection for Mara Wildlife

Thankfully, Joseph Kimojino, head of tourism and anti-animal harassment for the Mara Conservancy, has refused to bow to pressures. Using a variety of social media applications, he is brilliantly connecting with his audience and engaging them in the stories and challenges of the rangers in the Mara Triangle.

On a daily basis, they are posting updates and stories to a WordPress blog about the activity of the wildlife and the increasing numbers of poachers their weakened patrols have captured. A comprehensive photo gallery lives on Flickr while Vimeo is home to an impressive video channel. With each update, Twitter followers and Facebook friends are notified and kept abreast of the latest.

It doesn’t take a lot of money to build an audience and to make an impact. It takes passion, authenticity, and solid strategy. I’m extremely impressed by Joseph and The Mara Triangle on each. I sent my donation today. I hope you do the same. Support The Mara Triangle.

Wildebeest Crossing the Mara River into Mara Triangle from Joseph Kimojino on Vimeo.

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Dear Esteemed Leaders of the Phone Book Industry:

Congratulations on a great run!  From the early days of Alexander Graham Bell to the heydays of the 1990s, you connected people and businesses to each other in ways no one else had every done before.  Unfortunately, a couple things have happened recently that you might want to be aware of if you haven’t already.

Since I imagine you are pretty busy plotting the next clear-cutting of a pine forest in Georgia to handcraft the new edition of your fine publications, I’ve taken the liberty to assemble some information for you and your team:

1.  The Internet is here.
2. Google and other search engines help me find the people and businesses I need/want.
3. My wife and I don’t own a landline phone anymore and so technically don’t fit your database anymore.
4. We waste gasoline driving to the recycling bins the day after you deliver your publication.
5. I never asked for the ten you sent me last year.
6. You’re wasting about 10 lbs of paper for every household and about 250 lbs for the average small business.  
7. I am not the only one who has reached the limits of my patience with your waste and intrusion.
8. The Interconnected Age allows people like us to organize into digital swarms to voice our displeasure and change the course of history.

While I’m a peace loving person who doesn’t usually seek out a fight, I am an borderline idealist who does have a revolutionary streak in me.  I’ll give you a little bit of time to consider this research and come to the conclusion that your business model is outdated.  Let’s just hope you saved something for retirement and your kid’s college education. 

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My desk is a mess.

Once, in first grade, my teacher – can’t remember the nun’s name – put my entire desk in a box and sent me along with the box to the principal’s office. Then he called my parents in so we could talk about how messy my desk was.

Obviously, the teacher’s plan to shame me into cleaning my desk did not pay off because as I look around right now – I still sit amongst chaos.

Magazines and books that I want to read but haven’t gotten to. But I don’t want to shelve them because then I might forgot them. A calendar and dead lava lamp, tons of papers (not stacked but haphazardly thrown around), my “You’ve been bad jar” for myself and co-workers (it’s usually full of treats but is empty right now – I guess a lot of people have been bad), Chex mix, CDs, pens, pictures of the family, a box of client marketing collateral…any normal person would probably start cleaning it right away but not me.

My mother-in-law says her boss is the same way – that she’s never met anyone cluttered. She doesn’t know how he gets anything done.

I defended him by saying, “That’s how I work. I’ll clean it up and then it’ll be a mess again in a few hours so why bother. I know where mostly everything is. It just looks awful to you.”

In some ways, the web is just like this. There’s not much organization. You have to search for what you want and hope that Google or the other search engines find what you want. If not, you start the search over adding different terms to your search.

It can be frustrating when you can’t find what you are looking for but it can also be exciting when you find something that you never knew was there. And when you find it, you often share it with someone. Because what’s the use of finding something cool if no one knows you’ve found it.

This is another reason for why you should have a siteless web presence. The web isn’t organized. Heirarchies have been replaced. If all you have is one website, you are one against millions and millions of other sites.

You need to be in a lot of places all at once so when someone is doing a search, they may come across you. Maybe it’s not your main site but it can always redirect there.

And, when they do come across you, you have to be interesting enough that they might want to share you with a friend. Because it’s easy to share with friends on the web (del.icio.us, stumble upon, digg – there are lots of social bookmarking sites.)

In fact, you should put this on your site. It’s from Add this! It’s easy and free and can’t hurt unless your website is painful to use and ugly – then you might get some unexpected traffic from people making fun of you and your company.

Funny story about that. I was once sitting in a meeting when a client brought up the fact that their website actually cost them business. The prospect had pointed out that if they were such a wonderful technology software company then why did their website look like a grade school student had put it together. Ouch.

If you have problems like this, then come see us at Mediasauce.com. We’ll help you out.

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It was 232 years ago this morning that members of the Continental Congress were waking up and getting ready to review the revisions Thomas Jefferson had made to the Declaration of Independence.  This was a moment that had been in the making for the previous two decades, with the colonies growing ever frustrated with the King’s distant and indifferent government.

Can you imagine the fear and trepidation that must have been flowing through these men’s minds?  They were all about to put their signatures onto a document that was going to be spread around the colonies, British Empire, and the entire world.  With this very transparent statement of independence, these men were making themselves vulnerable to the ultimate consequence – to hang as traitors to the crown.

Yet, they all did it.  They signed their names to a document that has inspired generations of people around the world to embrace freedom from tyranny.  [According to Wikipedia, the United States Declaration of Independence was the first of 62 such declarations from 1776 to the present day.]  

As I was preparing for the holiday weekend, I came to realize these men are an example that we all can follow when it comes to social media.  Judging from conversations and discussions over the past few months, I am keenly aware that many people are uncomfortable with the idea of sharing their thoughts, photos, ideas, and tidbits of their lives with a global audience.  

This discomfort usually manifests itself into statement like – “We just don’t want to open ourselves up to a law suit.” 

I don’t think anyone does really.  However, I think this statement is rooted in two different types of social fear.

Let’s explore the first one: the fear of accountability.  The assumption made is that allowing your conversations to get permanently recorded on the Internet is inherently risky.  While it is a bit disconcerting to have an I-Team from the local news channel with their microphone and video camera follow you around, it is not the same as writing a blog, posting photos, sharing videos, and joining other conversations.  

Yes, we are all human and we are bound to say or post something that can be misconstrued or that is plain wrong.  Just think of your friends and co-workers.  Over the course of weeks, months, and years, we build a pattern of behavior with them.  One mistake does not usually kill those relationships.  The good news is that people are pretty understanding and are willing to forgive you with a simple apology.  

And the better news is that you can always add to the public record by correcting false accusations, explaining previous gaffes, and staying in front of the conversation.  If you mess up on the Internet, address it head-on, apologize, and move forward.  It’s that simple.

As I said, I think this concern is rooted in two different types of social fear.  The second source is the more powerful of the two: the fear of vulnerability.  It is the vulnerability we all have when we open ourselves up to share our thoughts and feelings.  That can be a scary proposition especially when you’re living in the Interconnected Age and anyone can find the thoughts and feelings you share on the Internet (yes, I know, Big Brother is watching).

We devote large amounts of energy to making sure we look good in public.  When we operate in the physical world – we suck in our guts, color our hair, wear certain clothes, and observe the various rules of etiquette, all in the hopes of making ourselves look better.  The social vanity thing is inside us all.  

That’s why I think John Hancock would have love the Interconnected Age.  He would have embraced this transparency and thrown caution to the wind.  Instead of writing his signature in very large script, he’d be blogging a couple times every day, posting videos on Qik and YouTube, hosting his own social network through Ning, created a killer avatar for Second Life, and been living large posting comments on everyone else’s blogs.

So do you think I’m right?  Is it really about the fear of accountability and vulnerability? 

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