Logic+Emotion

Human-Centered Design Toolkit - Case Studies - IDEO [del.icio.us]

2009-07-15T07:16:28-07:00

People, Places + Events

2009-07-14T13:44:55-05:00

Here's a quick rundown of events and locations I will be at over the next few months. If you plan to be at one of the following, please make a point of saying hello.

Social Business Meetup New York, 7/20/09
My colleagues Peter Kim, Jeff Dachis, Kate Niederhoffer and Jevon MacDonald will be hosting a social event around the theme of social business at the Tribeca Grand Hotel (register here) in NYC. Availability is limited and there is no fee to attend this social event.

Social Fresh, Charlotte NC, 8/24/09
I'll be keyonting the Social Fresh (SoFresh) conference in Charlotte North Carolina. Other speakers include:

Ryan Boyles, Community Manager for IBM’s Project Zero
Craig Coblenz of Facebook
Spike Jones of Brains on Fire
Olivier Blanchard of Brand Builder Marketing
Corvida of Shegeeks.net, Mr. Tweet, and one of The Most Influential Women in Technology.
Adam Covati, founder of idek.net url shortener and pici.me, a twitter photo booth for events
Alexander Barbara, founder of EasyTweets
Tessa Horehled, Strategic Marketer at Drive A Faster Car LLC

Marketing Now! Melbourne Australia, 9/22-9/23
I'll be doing a workshop downunder followed by a short trip to Sydney. Other speakers include:

Design Research, Chicago Il, 10/1-10/2
I'll be moderating a panel—topic and attendees still to be determined, but if you are interested in design and strategy this is an amazing event.

Statmats Integrated Marketing Conference, Boston Ma 11/10-12
Delivering the Keynote at the Statmats integrated marketing graduate student conference.

Web 2.0 Expo, New York, 11/16-11/19
I'll be participating in a group session with my teammates exploring the definition and opportunities around what we are calling social business design as well as leading a separate session on thinking visually. Participated there last year—should also be a great event.

If you live in NY, hope ot see you at our event next Monday, if not—perhaps in the outback. :-)

Hire Smarter with Social Media - Conversation Starter - HarvardBusiness.org [del.icio.us]

2009-07-14T10:54:56-07:00

Online tools can support your screening efforts by asking applicants to provide their details in a structure that is easy for you to review, by giving you a window on your shortlist before you even meet, and by enabling effective collaboration during the interview process.

How To Evaluate Social Media Street Cred

2009-07-13T10:51:49-05:00

You may or may not have heard that Best Buy, when recently announcing they were hiring a director of emerging media listed a requirement that qualified applicants have a minimum of 250 + followers on Twitter. This launched a flurry of debate specific to this one issue, but the bigger issue as we've discussed here before is that organizations are increasingly looking for individuals who can not only fit into their corporate culture—but also poses a DEEP knowledge in all things related to social business. And let's face it, organizations are faced with a huge challenge here because there are probably millions of candidates who proclaim they are experts, thousands which actually know what they are doing, and only hundreds globally which both know what they are doing AND can actually plug into your corporate ecosystem without breaking it. So assuming that you think you've found someone who "fits" from a cultural perspective. here are some things you might want to consider when trying to gauge a candidate's "social street cred". Of course keep in mind that every employer has different goals and priorities, so your goals and needs should be prioritized and customized for each individual you consider.

Social System Management
A great place to start when evaluating an individual's own use of "social media" is to take a step back and evaluate their entire system. If the individual has a presence on Friendfeed, this is a good place to start as it aggregates most of the popular networks that can be linked to that person. Blogs and or websites are another place that you can locate a candidate's streams in aggregate. The first thing you are looking for is experience with multiple ecosystems—unless the job description only requires a savant like deep dive in one—but I don't know why any employer would want that. The next thing you should do is spend a little time analyzing HOW the person uses the various networks that compose their entire social system. Is if for promotion, work, play, etc. Also, how consistent are the threads? Do they come off the same in each network? Are they effective in each? It's likely that your candidate will really be excelling in a handful vs. many, but talking a look at the entire system and how their social touch points intersect can provide a more complete picture.

Social Communications
It's been said that blogging has been replaced by microblogging—but guess what, if a primary requirement for your position is that the candidate needs to know how to write, then reviewing their tweets will be useless. Put some thought into the primary ways your candidates will be communicating both internally and externally. Blogs are great for evaluating writing skills—and looking over things like comments or re-tweets may give you an idea if the candidate's writings are getting traction in the community. If you forsee your candidate being a spokesperson on video, see what they've either produced themselves in that area or you to video sharing sites such as You Tube and search for their name. If it's rapid response in 140 characters than of course it's Twitter. The bottom line is to think about how your candidate will need to be communicating and seek out the relevant proof.

Date Of Participation
Like the Best Buy example shows, organizations are grappling with how they should qualify candidates. Should you have a minimum number of followers on Twitter? The sad truth is that nearly every social network can be gamed—so numbers of friends, followers tell you nothing about quality. There are scores of services on Twitter that will guarantee you 5k followers in a week for the right money. In fact, if someone started on Twitter and in one week gained 5k followers, it could actually be a red flag. A simple litmus test is to look at when someone actually began participating—followed by investigating their early activity. For example, someone who joined Twitter in 2006 and began using it actively saw the potential well before most—Tara Hunt understood the value of social currency before it became fashionable. Chris Brogan was blogging before he was Chris Brogan. The simple act of investigating the date of initial participation can help separate the true believers from the wagon jumpers. It's an exercise that often goes overlooked.

Quantity, Quality And Frequency Of Interactions
Nowadays, it seems that everyone is levering social technologies as a part of their business, but not everyone is using them the same way. If you are hiring someone for a social initiative and you need them to be comfortable actually interacting with in both public and private fashion, then you need to see proof of that. There are plenty of authors, consultants, etc. who use social technologies as new business vehicles, which can be very effective for them. But if your position requires more interaction and less push, there are a few things you can look for. Responses to blog comments could be one way (full disclosure, I would probably not be an amazing community manager). Activity on Facebook could be another. And there are a variety of tools that measure a full range of Twitter statistics including incoming to outgoing ratios, replies sent and replies received. Have a look at Twitter Friends for some basic charting and comparisons. Here's a sample based of my data:

There are probably many other ways, I just wanted to capture a few to help get some folks thinking about this in different ways. Of course, the biggest challenge will probably be finding someone who will be a great cultural fit—this is usually the most critical and hardest to find for any organization. And of course none of these methods will tell you if your candidate is a good manager—defer to traditional tactics for that. But if you've found a few people who might fit your cultural/professional bill, and you are really serious about gauging their chops in the social space, it's worth going both broad and deep before pulling the trigger. And lastly, like anything else—never underestimate genuine word of mouth. If someone's really good at what they do, chances are you've already heard about them from someone you trust.

The Value of Dynamic Signals

2009-07-10T13:51:30-05:00

It's been called micro-blogging, micro-sharing and a variety of other phrases including the word ambient. But there's a significant attribute that's been less discussed and is critical to both business and social implications regarding how we live and work. Technology allows us to signal our every movement, thought, action and status in real time. It's pretty powerful stuff and why millions of people are addicted to telling their own social sytems what they are doing whether it be a status update on Facebook or a tweet.

But we're signaling in our everyday lives—in nearly everything we do. I used to work for someone who was very comfortable using e-mail as their primary form of communication. The problem is, signals often got mixed in e-mails. I couldn't decipher exactly if the tone of the e-mail was sincere, sarcastic or something else. Often times e-mails were irrelevant by the time they were sent—an issue had already been resolved only it wasn't communicated to the person sending the e-mail. The signal had become static. Then, an interesting thing happened. For nearly a year, I sat outside this person's office. All of a sudden, I had access to all types of signals that I had not seen before. I knew when the person was in a meeting, often times with who—when they were on the phone and could even decipher mood by the volume of voice, laughter, or an audible sight that might penetrate the office walls.

Signals.

My proximity to the office also allowed me to bypass e-mail, often times stopping by to deliver a quick update. The quality of interactions was greatly improved and more efficient due to the proximity. Because I had access to signals happening in real time, I was able to modify my own communications and interactions. As the saying goes, there is no replacement for face to face interactions—that's because interpersonal interactions are filled with all kinds of dynamic signals that happen in real time and are processed by our brains in microseconds. Body language? Another form of dynamic signals. It's no wonder why people can get so much done when they actually sit down and roll up their sleeves. Bigger groups (meetings) can often lead to signal overload which needs to be filtered. More on that later.

As I reflect back to that experience and see the evidence of dynamic signals occurring in many facets of technology from Basecamp letting you know when a team member is logged in to editing documents in real time using Google docs, there's no doubt in my mind that this is bigger than blogging, or even sharing. The ambient nature of ecosystems such as Twitter mimic things I've just described in my office experience. When nodes on the network (people) are traveling, we see the signal—when there is work happening, the signal gets sent. When they are at play, the signal is there. Sometimes the signal is mixed all together, but still strong. And of something traumatic has happened—signals are often sent. All of these signals inform us, and provide something of infinite value.

Context.

Signals which provide context really gets me excited about all of this because with context everything gets better. Collaboration, work, communicaiton, and of course business. Good sales people know all about context—they are masters at reading signals and it's often why they will prefer to pursue interactions in the flesh. These are where dynamic signals are most rich and saturated. As a small group working remotely, we've come to depend on all types of technologies which attempt to mimic the level of dynamic signals we send off when we work together in person as a group. Sometimes somthing like Yammer can fill a gap, sometimes it doesn't. The technologies are still coming together—but the sociological driver has been building up slowly for years. More teams working remotely, work happening during all types of shifts vs. 9-5. And communications happening 24-7. These communications can be about your product, brand or service from all over the world. The signals are out there, they are real time and they need to be made sense of. When thinking about why all of this "social stuff" matters, consider this equation.

Signals + context = better.

Here's the opportunity dynamic signals provides. Or as colleague Jevon MacDonald puts it:

"For the first time we are seeing a complete set of ideas emerge which are applicable on both a strategic and implementation level. The four major archetypes of Social Business Design can be integrated to move past simple data interchange and in to a world of work in which end-users are in control and through which they can collaborate in real time."

Here's to business, like life—happening in real time. Real time means better, more efficient, streamlined and contextual. All things which can lead to improved productivity, and better quality. Stuff that can be measured. That's the value of dynamic signals.

Social Business Meetup [del.icio.us]

2009-07-09T14:21:57-07:00

Come meet us in NYC on 7/20.

The ROI of ABL

2009-07-09T09:01:19-05:00

It's wrong to assume that ROI (Return On Investment) is only for big business. It's for individuals too. We're investing in things all the time. In people, relationships, time, etc. Sometimes we even invest in ourselves. That's especially the case with ABL (Always Be Learning). When we put ourselves in a situation with a substantial amount of ABL, we're basically investing in ourselves. We're putting faith in the fact that if we act now and invest in our own growth—that eventually there will be a return on that investment. Sometimes we see the ROI of ABL right away. Sometimes it takes a while. But we usually know it's coming, because the choice to invest in ourselves is a decision we all know we each have to make eventually. The choice to keep ourselves out of situations which would include ABL in spades, can be the equivalent of hiding our assets a mattress.

A tempting thought in today's economic climate.

But while a mattress may keep your dollars safe in the short term, it won't help you if the house burns down around you—and it's certainly not an investment. There's no "I" to have a return on. Have you recently put yourself in an ABL situation? Wait for the ROI—it's coming, even if it's not financial. If you've gone the mattress route, that's OK too. But keep a firehouse next to the bed. Just in case.

50 Successful Open Source Projects That Are Changing Medicine [del.icio.us]

2009-07-01T15:13:34-07:00

When Ambient Intimacy Hits Home

2009-06-29T11:47:55-05:00

If someone had told me that Megan Porter had been killed in a terrible car accident, I'm not sure that things would have connected for me. But as I got the news that it was @megapixel (her Twitter name), I knew immediately. Even brief exchanges like the one above about weather or a common favorite cocktail, (we both like dirty martinis) is memorable via Twitter's system of real time dynamic signals. Ambient Intimacy is a fascinating sociological phenomenon and in this case can be quite sad. I didn't know Megan, but felt like I knew something about @megapixel.

Anyway, my thoughts go out to her friends and family who may or may not realize that people outside of the state of Texas are noticing that she's gone. I'm sorry for your loss.

Debunking The Myths of Social Media

2009-06-29T11:22:19-05:00

Moving forward I will be contributing to the Harvard Business Review when time permits. My first contribution is up, you can view the entire article here. Below in an excerpt:

"There are a few considerations every organization needs to consider when developing their blueprints for their own unique social media design. While there is no one-size-fits-all solution, there are few things you can plan for as you review the many options before you.

Here are three to consider:

Seeding. As you plan your approach for designing your social system, take into account that you'll have to invest to grow your effort into a healthy ecosystem that can produce data, insights or even new ideas. People will be required in order to do this.

Feeding. Whether it's a community, Wiki or internal collaboration solution you've put in place, it will have to be fed with a steady stream of content. Some of this can be automated and some of it can come from your participants--but there has to be some editorial judgment made for every piece of content and functionality. People are required for that.

Weeding. A productive social business design will require efforts to prune and weed out material that can inhibit its growth (just like a garden). In some cases, automated moderation services can do this--but in others people will be required to ensure that interactions are productive. Weeding can also include creating a separate environment--for example, Nokia's "blog hub" encourages employees to vent freely internally (using anonymous aliases).You can bet that someone is looking at the data and analyzing it. If not, they should be."

Special thanks to Dachis Group colleague Peter Kim for developing the above framework. A nice sticky way to remember how much effort is really required for any social business initiative. I've also used the garden analogy before:

"The word you need to hyperfocus on is cultivate. Think of how one cultivates a garden. It takes several factors:

1. Passion for gardening
2. Patience
3. Willingness to weed, prune, seed, and grow. All the hard work that comes with producing fruit
4. Appreciation for the fruits that have been yielded
5. A desire to share the fruits of your garden with your neighbors"

Hope you enjoy the read, and it helps you think about the big picture as we all move quickly through this space and begin cultivating healthy social systems. Also, if you have ideas to the types of topics you'd like to see me cover on the HBR, leave a comment.

Is The Hub And Spoke Model Adaptable?

2009-06-26T11:31:19-05:00

We've been doing a bit of thinking on how organizations can re-design themselves as social systems which produce emergent outcomes—that is, results which move business forward and tend to emerge in an organic fashion. Twitter's growth due to end user innovation, an open API, and other drivers are an example of this. When I first wrote about Twitter in Businessweek back in 2007—I called it an "ecosystem"—that's because it is. It's a living, breathing organization with thousands of nodes in place which facilitate real time dynamic signals. In my new role, I was recently able to take a high level look at an organization and how they wanted to evolve their communications system. Essentially they had a "hub and spoke model" in place—but it was based on one way vs. two way communications. The next phase, included transforming this in to a more dynamic two way model. Which makes sense. But, I'd like to make the case that a hub and spoke alone—does not make for a connected ecosystem.

The Limitations Of Hub And Spoke
Jeremiah Owyang recently published a Forrester report which advocates a "hub and spoke" model for organizations who are serious about adopting social technologies. When compared to his other models (tire, and tower) it's definitely a step forward. Jeremiah describes the model as such:

"We believe the most sophisticated and efficient way is the Hub and Spoke, which provides centralized resources that can support business units. The business units still have the freedom and flexibility to dialog with the market –and should be in alignment with what other spokes are doing. Social doesn’t impact one department –but impacts marketing, pr, product, services, support, and development –every customer touchpoint."

So when comparing what Jeremiah proposes to the other models—I'd agree that it's the next iteration. But, I'd also ask if the hub and spoke model, even with cross disciplinary teams at the core could potentially create a bottleneck where signals no longer become dynamic and prohibits the creation of a network effect—built off multiple nodes both animate and inanimate. Consider the case study on American Airline's Web design failure as captured by Fast Company and Core 77:

"The biggest challenge to better design isn't getting better designers. The problem is organizational, and the hub-and-spoke decision-making process that was originally created to slash bureaucracy--that is, to create more decentralized decisions and less hierarchy. But the overriding weakness, which design thinking makes manifest, is that good design is necessarily the product of a heavily centralized structure. Great design at places such as Apple isn't about "empowering decision makers" or whatever that lame B-school buzzword is. It's about awarding massive power and self-determination to those with the most cohesive vision--that is, the designers. Those are the people with the best idea of what customers want. That's the essence of "design thinking." If you were to summarize just how ugly--and self-defeating--the alternative can be, AA's Web site would be a smoking gun."

Both Core 77 and Fast Company articles are worth reading as they highlight the issues many large organizations face when designing products and services—and the issues underscore why there are so few examples of truly great products and services that we celebrate. At the core, effective organizations have effective cultures and effective cultures which often display a collective "hivemindedness" begin with a healthy and connected ecosystem in place.

An Adaptive Organization
While the hub and spoke model isn't necessarily the wrong model—it's worth asking if there are better models that can lead to an adaptive organization. At the Enterprise 2.0 conference in Boston, I had a brief but excellent discussion with Deb Lavoy who works at Open Text and is thinking about issues such as collaboration and emergence within organizations. For some reason we both ended up talking about the U.S. military and how it's had to adapt it's own methods to deal with an enemy who operates more like a network with cells and a decentralized structure vs. a top down command and control model. While neither of us have the details, we both made the reasonable assumption that the U.S. military must be adapting their model very quickly to deal with new threats like this as they've shown progress. What's even more amazing is here's a huge organization that has traditional power structures and hierarchies in place which is unlikely to change. And while I'm not in the military, I've been told that the single most important skill to a soldier on the battlefield is their ability to adapt to current conditions.

Multiple Hubs, Connected Nodes

The backstory behind the above visual was that I wanted to visualize what it might look like if you took a single "hub and spoke" model and turned it into something that resembled more of a network. Essentially, hubs and spokes still exist, but multiple nodes are introduced which are connected to other nodes as well as hubs and even individual constituents. Constituents can be any participant in your ecosystem—the iteration means that they can be directly linked to a hub, but also connected to other parts of the ecosystem including other constituents who may be organized in different departments of the organization. Here is where a collective begins to form. At a micro-level, departments, customer segments, and local area networks remain. At a macro-level, the network can be mapped to illustrate how the business functions as part of a system comprised of dozens, hundreds, or even thousands of smaller ecosystems. Constituants can signal dynamically to each other or plug into a different node being exposed to many areas of the entire ecosystem. Communication becomes instant and real time as it often is in many networks (think status updates, streams etc—all forms of dynamic signals).

Yes, this is high level thinking. Yes, it's still the beginning—but we think the opportunities exist. In it's simplest form you have to ask yourself this question: If you are going outside the walls of your organization's ecosystem(s), sharing knowledge providing value and yes even innovating out in the open, then why are you (or your peers) still hoarding knowledge, emailing and working in silos within the walls of your organization? These are some the questions that social business design can begin to address, if we start the conversations at the right levels.

#e2conf Tuesday - a set on Flickr [del.icio.us]

2009-06-25T12:04:44-07:00

Photos from the Dachis Group Tweetup in Boston

From Social Media To Social Business Design

2009-06-22T05:22:00-05:00

We are now seeing conferences dedicated solely to Twitter—the latest was Jeff Pulver's 140Char held in NYC. Like many others who were not at the event, I was able to attend virtually through following tweets. After a while I thought to myself—wait a minute, we're still just talking about "social media" in silos. What about the bigger picture? And what do you ask is the big picture?

Great question.

Let's start here, the term "social media" itself is indicative of the state of affairs. "Media" limits our view of the movement, and brings with it the baggage of decades of advertising. Marketers are only too happy to view the social web as a new array of channels to market their goods in some shape or fashion. That's because it's a model they've used since the beginning. And there's no doubt that "social media" has become effective as a communications channel. Take GM for example, they've got a presence on Twitter, and in fact were one of the early examples of corporate blogging. They've "joined the conversation" so to speak with several of their executives actively contributing and talking to people in the open. But with hindsight being 20/20, what GM didn't have was a business model (or culture) that could adapt quickly in a rapidly changing environment. So, while it's great for a large organization to be tweeting, blogging and conversing their way into Web 2.0 nirvana—it's also worth noting that no amount of "media" social or otherwise will turn around an organization in need of reinvention. That's the big picture at the end of the day.

Enter Social Business Design
Imagine if a company like GM, was at the core "social". Not just participating in "social media"—but through every part of their business ecosystem, were connected—plugged into a collective consciousness made up of ALL their constituents, from employees to consumers to dealers, to assembly line works etc. What if big organizations worked the way individuals now do. We're actively using cloud services, mobile, networks and applications that offer real time dynamic signals vs. inefficient and static e-mail exchanges. In short, imagine if what makes "Web.2.0" revolutionary was applied to every facet of an organization transforming how we work, collaborate and communicate? We think this is possible. And we're calling it "social business design". In its purest form, it's a shift in thinking—less about media and more about tapping the benefits of being a social business in a purposeful way.

While I can't go into the full vision of what we're thinking about yet—we're realizing that the bigger picture goes beyond how you can be a great tweeter, blogger or social media evangelist for your organization. It's time to think beyond marketing and building personal brands and time to think about how participation through social technologies can lead to emergent outcomes for any organization. Can "social media" save GM? It's unlikely that media can save any organization grappling with changes in their business environment. But what if organizations of that size were able to act preemptively before market conditions forced them into similar predicaments? Same could be said for the music industry, they saw change coming, but for whatever reason never made the transformation, even though it was becoming clear that consumer behavior had evolved. Media has never solved these types of business challenges so why would "social media" be any different?

Life After Social Media: Four Core Archetypes
In the diagram above, you might notice the four archetypes we've been thinking about for a while (for more detail, read colleague Jevon MacDonald's post). We believe they represent the four characteristics that every social business will contain. They are: Ecosystem, Hivemind, Dynamic Signal, and Metafilter. Simply put, it's time to think about the big picture and the strategies that drive social technology as opposed to the other way around. This includes how a company's (insert social initiatives) play a role in their entire ecosystem—and this will take our discussions from "conversation" to "transformation".

Enterprise 2.0 And Beyond
We are currently working on rolling out a set of offerings to help businesses understand and apply these constructs to achieve leveraged and emergent outcomes that are measurable. If you want to find out more about this in the near future, visit our temporary site and submit your info. Our team will also be present at the Enterprise 2.0 conference in Boston next week. We'll be live streaming some of the content from that event. I'm looking forward to getting to know this crowd better—it's not the typical marketing bent. While I'm sure there will be a lot of talk about Twitter, I'm hoping the discussion will move beyond this or any other tool. If the big picture is business transformation, it's going to take more than a few tweets to get there.

For related thoughts from the folks I'm working with, see Peter Kim, Jevon MacDonald, and Kate Niederhoffer. And if you're going to E2.0, please say hello.

Stephen Wolfram: A New Kind of Science [del.icio.us]

2009-06-18T20:38:59-07:00

The Risks And Rewards of Backing A Good Cause

2009-06-17T17:23:20-05:00

Here's the video from my talk at Federated Media's 2009 CM Summit. The format was to deliver a case study in approximately 15 minutes, and I couldn't think of a better one to share then our experience with our own personal situation regarding Daniela's family. I had hoped to share not only the parts that pleasantly surprised us, but also the things I learned from it. Interestingly there is also a bit of relevance to some of the dynamics we are thinking about at Dachis Corporation. Hopefully, the content in the case study is helpful to you.

Bespin » Code in the Cloud [del.icio.us]

2009-06-16T21:10:55-07:00

browser based WYSIWYG editor

People, Places + Events

2009-06-16T00:02:00-05:00

Enterprise 2.0, Boston: 6.23-625
Next week I'm off to the Enterprise 2.0 conference in Boston with my comrades in arms Jeff Dachis, Peter Kim, Kate Niederhoffer, Jevon MacDonald, and Ellen Reynolds.

Dachis Corporation will be present and active. Kate Niederhoffer will be moderating a panel called "Metrics in the Hands of Users: Empowering the Enterprise 2.0 Workforce." Peter Kim is moderating two panels, "Lessons Learned From Internal Communities" (#llic) and "Does Social Media and Marketing Matter?" (#e2smm). Like any conference with the phrase 2.0 in it—there will be a "tweet-up", a meeting of the twitter kind. And we will be hosting it. Want to come? RSVP right here:

Boston has plenty of stars to network with while you're in town, like Laura Fitton, Todd Defren, Ann Handley, Chris Brogan, Christine Major, Jeff Cutler, Steve Garfield, Bob Collins, Susan Koutalakis, Alexis Karlin, Doug Haslam, Rachel Happe, Ilya Vedrashko. Many of them will be out this week.

Social Fresh, Charlotte: 8.24
I'll be keynoting the Social Fresh conference in August and really looking forward to it. Venues like this always hold a lot of promise and there are some great speakers there including:

Ryan Boyles, Community Manager for IBM’s Project Zero
Jocelyn de Almeida, Senior Territory Manager for MySpace
Craig Coblenz of Facebook
Spike Jones of Brains on Fire
Olivier Blanchard of Brand Builder Marketing
Corvida of Shegeeks.net, Mr. Tweet, and one of The Most Influential Women in Technology.
Adam Covati, founder of idek.net url shortener and pici.me, a twitter photo booth for events
Alexander Barbara, founder of EasyTweets
Tessa Horehled, Strategic Marketer at Drive A Faster Car LLC
Jim Deitzel of Rubbermaid
Keith Burtis of Best Buy
Social Media evangelist Wayne Sutton,

If you are going to be at either of these events, please introduce yourself and say hello. I don't bite—hard. :-)

Is It Who You Know or What They Know?

2009-06-10T10:33:27-05:00

Update:
Aaron Brazell at Technosailor wrote a response shortly after this post. It occurred to me that writing this in a nuanced fashion, has possibly dilluted my intent. I personally feel that "networking" has taken priority over substance and that the balance needs to be restored. So in short, "who you know" has become more important that "what you know" and this isn't necessarily a good thing. Hopefully, this clarifies my intent.

When I first started this blog in February of 2006, I immediately sensed that things had changed forever. More specifically, as my early diagram shows, knowledge was being set free. Anyone could have a voice—participate and offer value. On the social web, value exchange is everything, you bring something of value to the table and everyone benefits—including yourself. In short, the social web empowers all of us to be amplified versions of ourselves. We can bypass the gatekeepers who once held control over who got to have a say, and who didn't.

Or can we?

If you look really closely at the small pond of folks who make their living in "social media" or "web 2.0" related practices, you'll notice something. You'll need the endorsement of a Guy Kawasaki, Seth Godin or Tim O'Reilly to be taken very seriously. The events that pop up are frequented by most of the same people—all of who know each other, many who are friends. One person sponsors an event, invites friends to speak—and those friends return the favor. And of course when it comes to events, anyone can buy their way in. You just have to be a sponsor. None of this is bad, it's kind of how it's always been.

But is it really about what you know, or who you know?

I suspect that it's both actually, though at this moment in time—who you know is more important than ever. Since the web has gone social, it makes sense as advancements in technology have allowed us to put a face to people, and relate to them in a more human way. And that's actually how it's always been. Relationships led to sales, closed deals—we bought stuff from the people we trusted. In some ways, what's old is new again.

But I hope, it's not just about who you know.

Because there's something to be said for those out there, who perhaps aren't as adept at "networking"—but have a lot of insight to offer. They might not be uber visable, they might not have written book. They might not have have been responsible for the latest corporate case study. They may not even be founders of the next Twitter. But they could have something to offer. In that case, it's up to all of us to find them. Perhaps take a look at something like the Power 150 and start the list backwards (or maybe get out of the marketing echo chamber all together). If you yourself have become the new breed of "gatekeeper"—ask yourself "is it who I know, or what they know?". Ideally, its both—but up to us individually to strike the right balance.

How Cloud Computing Will Change Business - BusinessWeek [del.icio.us]

2009-06-12T10:41:01-07:00

Ignore Everybody

2009-06-07T23:13:06-05:00

Yes, there is a downside to the social web. Colleague Peter Kim calls it the echo chamber. I call it lack of original thought. The upside is that the level playing field of the internet also allows original thinkers to rise to the surface like the head of a frothy refreshing beer. I simply adore Hugh Macleod’s (Gapingvoid) first book, Ignore Everybody. The title says it all. You have to decide if what you believe in is good enough to fight for, to pursue, to risk everything for. Only you can decide this.

Ignore Everybody is designed thoughtfully—perfect for a plane ride of a couple of hours, visual and ridiculously easy to digest. It’s also written in Hugh’s trademark naked honesty and cut the bullshit language. And of course it features dozens of his instantly recognizable cartoons. Each one will make you think—each one will make you question your own experiences. If you let them.   The book is based around 40 super short chapters—it’s essentially a lengthy manifesto.

Rather than list them, I’m going to pull out a few phrases from the book that stop you in your tracks. The book is full of them.  

“Good ideas come with a heavy burden; which is why so few people execute them. Few people can handle it.“  

“The sovereignty you have over your work will inspire far more people than the actual content ever will”

  “The first rule of business, is never sell something you love. Otherwise you may as well be selling your children”

  “Stop worrying about the technology. Start worrying about the people who trust you”  

“No one person can be good at everything. The really good artists, the really successful entrepreneurs figure out how to circumvent their limitations”.   

You get the idea. There’s a lot of business books out there right now telling you how to blog, tweet, build communities and personal brands. Here’s my advice to you—go against the grain and pick up this little treasure first. You’ll be glad you did.  

Social Networking Media ROI Calculator [del.icio.us]

2009-06-09T07:52:33-07:00

Should Your Social Media Lead Eat Their Own Dogfood?

2009-06-04T11:41:56-05:00

How Important Is It For Social Media Leads To Eat Their Own Dogfood?(poll)

In the past few months I've noticed a trend. Organizations of all shapes and sizes are appointing people into "social media" positions. From VP's of Social Media, to Social Media editors, etc. It's indicative of the fact that businesses are taking the space very seriously and making investments to grow capabilities. But if you dig a little, you'll often times find that some (not all) of the people placed in these positions have very small "footprints" in the space. A recently created Twitter profile with a very short history, a presence on Facebook that looks like an unfurnished apartment, no blog to speak of. You get the point. And it's got me thinking. Should the people who lead the charge within your organization be active participants in the medium? Does it really matter?

Recently I spoke at and attended the Conversational Media Summit in NYC. It was an excellent event. And I noticed something very interesting on Day 2. Marcy Schinder, who did a very nice job presenting a case study for the AMEX Open Forum initiative began to individually engage people on Twitter who mentioned her. Then she went further and followed up with people she had met in person, with a short note through the service. Very personal, very effective—a great example of micro-interactions.

But why did I take notice? Because I look for signs of credibility with any representative doing work in the space. Often times the first thing I'll do is Google their name to see what they've done. Marcy shortcircuted all of that, her direct engagement with people using social technology told me more about herself than even a Google result would have produced. Within seconds, I made a snap judgement of credibility.

I'll put a stake in the ground on where I fall on this issue. It's not critical to be a fully engaged active participant before you accept the responsobilities of leading social initiatives, but once you begin, you'd better show an intimate grasp of the space. Because, we're all out there—Googling, Digging, looking for signs that you know what you're talking about. Take a page out of Marcy's book if you are in one of these roles. Engage people in relevant, meaningful ways and add a few notches of credibility to your belt. If you've got an opinion on this, participate in the poll above and/or leave a comment. Would love to hear your thoughts.

American Airlines Web Site: The Product of a Self-Defeating Design Process | Design & Innovation | Fast Company [del.icio.us]

2009-06-07T15:13:37-07:00

American Airlines Website—poor re-design due to dysfunctional corporate culture.

The 100 most mentioned brands on Twitter - Brand Republic News - Brand Republic [del.icio.us]

2009-06-05T11:19:36-07:00

Inside IDEO | Konigi [del.icio.us]

2009-06-05T09:52:51-07:00

Classic IDEO shopping cart videos from Nightline.

YouTube - Mad Avenue Blues [del.icio.us]

2009-06-05T09:51:59-07:00

The Year The Media Died.

How Twitter Will Change the Way We Live - TIME [del.icio.us]

2009-06-04T12:15:43-07:00

The one thing you can say for certain about Twitter is that it makes a terrible first impression. You hear about this new service that lets you send 140-character updates to your "followers," and you think, Why does the world need this, exactly? It's not as if we were all sitting around four years ago scratching our heads and saying, "If only there were a technology that would allow me to send a message to my 50 friends, alerting them in real time about my choice of breakfast cereal."

Lessons Learned Selling on the iPhone App Store

2009-06-03T19:59:18-05:00

With Apple's Worldwide Developers Conference coming up on June 8-9, it's time to check in with L+E's favorite iPhone App developer, Roger von Oech. Roger is the author of the creativity classic A Whack on the Side of the Head, and the inventor of the Ball of Whacks and the X-Ball.

Earlier this year, Roger turned his Creative Whack Pack card deck into an iPhone App called the Creative Whack Pack. Roger refers to it as "the App's store's premier creative thinking/innovation tool." I did several posts on it the week it launched in March.

DA: So what's happened with the Creative Whack Pack app since you launched it in mid-March?

RvO: I've learned that visibility is everything at the App Store — there are 30,000+ apps all competing for attention but only a few get noticed; the rest get buried. Selling an app is like having a booth at a huge bazaar. You probably won't get noticed unless you're near one of the entrances or on a corner.

DA: How did you get visibility for the Creative Whack Pack?

RvO: The blogging community was vital in my launch. I've been blogging since 2006, and I was able to turn to a number of fellow bloggers for help in promoting the Whack Pack and get the word out.

You were kind enough to post about it. Chuck Frey of Innovation Tools did an in-depth review. Guy Kawasaki tweeted about on Twitter. Robert Scoble had me on his TV show for forty-five minutes. Mark McGuiness and Paul Williams did interviews with me.

These posts led to about twenty-five other posts about the product and generated a lot of good word of mouth. I worked hard at this, but I felt that this was a better strategy than buying ads or relying on iPhone review sites. I'm really grateful to the bloggers who supported my marketing efforts.

DA: What did that do for product sales?

RvO: It helped enormously. Within several weeks, the Creative Whack Pack rose to the Top Ten of the Business category. This was crucial. Far and away the best exposure you can get for your app is on the App Store itself. There are a limited number of places where apps are high-lighted on the store: "New and Noteworthy," "What's Hot," and "Staff Favorites." Each of these has room for only 32 Apps.

The only other place for visibility is the Top 100 of your category, e.g., Games, Lifestyle, Sports, Utilities, etc. One media firm has said that there's "an order of magnitude" difference between being on the Top 100 and being buried further down. And obviously being higher up, i.e., in the top 20 or top 10, is better.

DA: What happened then?

RvO: At this point I get very, very lucky. I was ranked #6 in Business. This got me enough attention for Apple to place the Creative Whack Pack on the front page of their "What's Hot" listing. Most of their selections are games, but the Creative Whack Pack is different enough that I guess they wanted to add some variety.

Basically, the "What's Hot" section is four pages of 8 App icons each. If you're selected, you spend one week on page one, one week on page two, and so on. The impact was immediate: sales jumped to a thousand units a day for the first days and then slowly declined over the four weeks I was there.

The best part was that the Creative Whack Pack was ranked #1 in the Business category for two weeks.

DA: What happened after your app went off the "What's Hot" list?

RvO: This is when I learned some important lessons about price sensitivity on the App Store. "How much should I charge for my app?" is one of the biggest questions developers have, and I'm not sure there's any one right answer. I will, though, share my experience.

For the first two months, I charged $4.99. I thought this was a fair price because I had a similar product in the real world — the Creative Whack Pack card deck — that sold for $16. I was able to get away with this price because my early traffic consisted mainly of blog referrals, and these people were positively predisposed to the Whack Pack and thus prepared to pay a premium.

When I was on "What's Hot," I was able to keep my price at $4.99, again because Apple said this was a good product.

But after I went off "What's Hot," sales dropped significantly, and the Whack Pack fell to #10 in Business. I quickly realized that without a lot of blog referrals (these were all a month in the past and we all know how ephemeral the blogosphere is), I could no longer command a premium price.

At this point I cut the price to $2.99 (which is where it is now), and my unit sales immediately went back up. I decided that it was better to have more units sales (although with a smaller margin). I was getting an instant lesson in pricing!

DA: What does this tell you about price sensitivity on the App Store?

RvO: I think the App Store is quite price sensitive. I think that's why so many apps are free or $0.99. A lot of people just want to play with an app for five minutes or so a few times and then move on. You've got to have a pretty compelling reason to get them to spend more money.

I'd be curious to see what your readers think about pricing on the App Store.

DA: What advice would you give to someone who is thinking about creating an App for the iPhone App Store?

RvO: I've had a number of people ask me for my advice to help them turn their "winning ideas" into an iPhone App.

The most important thing (from my point of view) is: Don't do it for the money. I think you need to be clear on what your motives are for creating your app. If getting rich is at the top of your list, then you're setting yourself up for a big disappointment.

A lot of people are jumping in because creating an App Store for the iPhone is the "Gold Rush of 2009." I don't have any Apple inside information, but my gut tells me that over 90% of apps that go on sale in the App Store don't make back the money it cost to produce them. I see a lot of Apps "newly released" each day, but few of them show up in the "Top 100" of their category.

These were my motives for creating my App (in descending order):

I wanted to learn something.
I wanted to put my creativity ideas in a new medium.
I wanted to have fun.
I wanted to make some money (if possible).

All of these happened for me, but I'm not so sure this would have been the case if I had these motives in the reverse order initially.

DA: What's next for the Creative Whack Pack?

RvO: I've just released Version 2.0 this past weekend. The big new feature is "Note-Taking Creative Workshops." In my years as a creativity consultant, I've found that when attendees write down their ideas and answers to prompts and questions, their inspiration increases an order of magnitude. The result: note-taking leads to more productive creative sessions!

I hope to keep listening to my customers, and add some of their suggestions to future releases.

DA: Thanks for your time Roger. Good luck with the product.

RvO: Thank you, David. Let me just add that selling on the App Store has been quite an interesting experience. I recommend it to anyone willing to pursue it!

Twitter's Unspoken 50/50 Rule

2009-05-28T10:21:16-05:00

Colleague Peter Kim and I got into an interesting discussion on Twitter today. Turns out that he uses autofollow, while I don't. Now before you take sides on this—I'd like for you to consider the bigger picture. After our conversation, I went and checked many of the active people on Twitter who I know personally, or some who I know of and I noticed something interesting. The number of followers, closely aligns with the number they follow. In some cases it's nearly 50/50. So for example, someone who has 30k followers is also following back nearly 30k.

Now I want to stress one more thing, I'm not making any judgments here. I'm curious and I'm wondering how I should be evolving how I use the tool—so rather than think about it in a vacuum, I'd like to hear your thoughts. Is having a 50/50 follower to following ratio a viable way to expand your presence on Twitter? Is it worth the effort, or is it better to keep the number of people who you follow more intimate? I'm sure we can get into a lengthy discussion on business, personal objectives etc. But I'm really interested in your opinion on a gut level. What do you think?

Conversational Marketing Summit 2009

2009-05-28T00:31:30-05:00

Next week I'll be in NYC for the Conversational Marketing Summit hosted by Federated Media. I'll be presenting a case study titled "The Risks And Rewards of Backing A Good Cause" . I hope to share some learning's and insights from our situation with Daniela and her family—the good, the bad, and the unexpected. The event has a great sampling of folks from companies ranging from Intel, to MTV. If you can make it, please stop by and introduce yourself.

Hope to see you there!

Conversational Media Summit 2009

	Magid Abraham President and CEO, comScore
	David Armano Senior Partner, Dachis
	John Battelle Founder, Chairman, and CEO, Federated Media
	Jason Calacanis Founder and CEO, Mahalo.com
	Bill Capodanno Director, Customer Experience Architecture, Microsoft
	Neil Chase VP, Publishing, Federated Media
	David Churbuck VP, Global Web Marketing, Lenovo
	Deborah S. Conrad VP and GM, Corporate Marketing Group, Intel Corporation
	Ree Drummond The Pioneer Woman
	Chas Edwards Co-Founder, Publisher, and Chief Revenue Officer, Federated Media
	Frank Eliason Director of Digital Care, Comcast
	Sean Finnegan President & Chief Digital Officer, Starcom MediaVest Group
	Bonnie Fuller Founder, Bonnie Fuller Media
	John Galvin Marketing Research Director, Intel
	Seth Goldstein CEO, SocialMedia.com
	Steve Governale ED, Interactive and Innovation, AT&T
	Seth Greenberg Director, Online Advertising and Internet Media, Intuit
	James Gross VP, Ad Products and Sales, Federated Media
	Mike Hoefflinger Director of Product Marketing, Facebook
	Reid Hoffman Chairman and CEO, LinkedIn
	Scott Howe Corporate Vice President, Microsoft Corporation
	Jeff Janer CEO, Spring Partners
	Terence Kawaja Managing Director, GCA Savvian Advisors
	Richard Kang EVP, Strategy and Business Development, MTV Networks
	Jim Marggraff Chairman and CEO, Livescribe
	Mike Masnick Founder and CEO, Floor64
	Oren Michels Co-Founder and CEO, Mashery
	Charlie Moran Web Editor and Producer, Advertising Age
	Betsy Morgan CEO, The Huffington Post
	Jim Murphy VP Product Development, AideRSS/PostRank
	Eileen Naughton Director, Media Platforms, Google
	Lou Paskalis VP, Global Media, Content Development and Sponsorship Marketing, American Express
	Dana Perino Chief Issues Counselor, Burson-Marsteller
	Marc Ruxin EVP, Chief Innovation Officer, McCann Worldgroup San Francisco
	Marcy Shinder VP, Brand Strategy and Marketing, American Express OPEN
	Pete Spande SVP, Sales, Federated Media
	Matt Spiegel CEO, Omnicom Media Group Digital
	Max Ventilla CEO, Aardvark
	Brian Wallace Director, Global Digital Marketing, RIM
	Jen Walsh Global Director of Digital Media, General Electric
	Lucas Watson Global Team Leader for Digital Business Strategy, Procter & Gamble
	Fred Wilson Managing General Partner, Union Square Ventures

Relationship Loop

2009-05-26T16:33:11-05:00

David Armano

Kill Your Website

2009-05-23T18:49:10-05:00

I was wrong.

Ok, I wasn't totally wrong, but partially off base. Several years ago I spoke at a blogging conference and inevitably Seth Godin was invoked in a question from the audience. It went something like this:

"Seth Godin says you don't need a Website anymore if you have a blog—what do you think?"

My answer essentially defended a well designed Website. I made a logical case that blogs didn't do a good enough job of providing a great first time experience to a user. Keep in mind that this was over 3 years ago and a lot has happened since then. Fast forward to today and I'm eating my words. I just killed my personal Website (screenshot above), using a search engine friendly re-direct to simply point to my blog (you can now go to davidarmano.com and it will take you here).

On a personal level, it made no sense to keep a Website and blog up at the same time when the blog has all of my information, plus content and value and provides a reason for people to actually come back. Not to meniton I'm saving money on hosting fees etc. Also keep in mind that if were better and coding, and had a lot more time—my blog would look and function a whole lot better (I currently do it all myself). So, on a non personal level here's a couple of recommendations I'd make on evolving your Web presence if you are not an individual but an organization. Here are two of my favorite examples:

whitehouse.gov
Whitehouse.gov is probably one of the most elegant and functional non transactional site experiences I've come across in quite some time. The site seamlessly blends it's blog right into the design, while it aggregates links and other content types from other social networks. Clicking on the blog link simply refreshes the page in the identical design template while the site does a great job of presenting the first time user with a very digestable set of options and starting points. Not to mention, it just feels dead on.

barbarian group
The barbarian group is probably my favorite agency Website to date. They recently overhauled their overproduced, low value site to something that is accessible, easy to navigate, filled with value added content and displays the thoughts of their people front and center. On the spectrum of Website to blog, it leans more heavily to the latter as it displays recent posts on the homepage, but you can still get around to all sections quite easily. Keep in mind that in the ad agency world fueld on "sizzle" this is a 180 departure from much of what's out there pure and simple. In my estimation it's a sneak preview of what we'll see others do more of.

So, if I were asked the same question today—I might answer it a bit differently. The short answer, assuming we are talking about personal or corporate type sites is this:

Your website should provide value to all of your users. If you can get them to participate, then do what ever it takes achieve that. In other words, it doesn't matter if your site looks more or less like a blog, what matters is if you're doing something to transform behavior from the passive to the active. Participatory behavior leads to better interactions between people, brands, businesses etc. So the real question is—are you designing for participation? Your answer should be, yes. If your Website doesn't do that, kill it. Then bring it back to life into something that does.

Venn Genius

2009-05-22T08:39:13-05:00

David Armano

Social Engagement Spectrum

2009-05-21T14:13:21-05:00

Doing a bit of thinking of how to frame up some of the differences between traditional, digital and social initiatives—each has it's own set of properties, there is some overlap and there are also distinct characteristics. Thought it might help to apply them to a "spectrum of engagement"—the thought is that the more you move away from broadcast—(one way communication towers), the more participatory behavior and engagement with the business/brand etc will be had. The point isn't to replace any of these or place them in silos, but to simply illustrate a range at a high level.

Traditional Marketing
This is the marketing advertising mix that's prevailed over the years and has been perfected through broadcast and mass media techniques supported by a ratings system. It also could include some traditional PR, direct etc.

Tradigtial Marketing
Digital marketing has moved beyond it's infancy years and matured into something that's partially interactive, holds more promise for engagement, but incorporates traditional methodology. For example, a traditional Website may be interactive and technology dependent, but doesn't allow for user participation, feedback mechanisms reviews etc. Engagement can be increased through tactics such as interactive games or even a rich user experience, but there are no social components. Search methodologies are limited to things such as keyword, search optimization etc.

Social Engagement
Social engagement is created when design for participation is the primary strategy for the associated initiatives. Tactics can range from the simple to complex, but is primarily tasked with facilitating interactions from participant to participant to organization to participant(s) and vice versa. Social engagement carries distinct characteristics compared to "tradigital" in that it requires not only technology, but human intervention on the part of the organization in order to achieve the highest levels of engagement.

The gaps in between each stop represents where lots over overlap can exist. Anyway, it's a high level model. Thoughts appreciated.

Twitter's Ghost In The Machine

2009-05-15T09:59:10-05:00

This morning I woke up to something a bit odd. Around 20 people had sent out nearly identical messages linking to my Twitter page. I have no idea how it happened—I also heard from one user that they were getting DM's (private direct messages) with links to my blog. Also, no idea why or how. Twitter is known to be very buggy at times and incidents like this tend to happen. Here's a couple of things I noticed.

1. The tweets (at least the ones here) seem to be coming from Twitterfeed.
2. The tweets seem to be coming from legit accounts (though I doubt they manually sent them)
3. I'm not the only one (I've also seen similar Tweets linking to Robert Scoble ) See below:

So, I'm really not sure what's going on. Seems like a glitch—interestingly enough it does show that the Twitter platform is vulnerable to spam, not to mention accessible to advertisers who might want to get into your stream. I doubt Twitter would ever do that knowingly. It seems like a bug, or hack to me. Anyway, if I somehow ended up in your stream—it wasn't my doing, and I changed my password, just to be safe. There seems to be a ghost in Twitter's machine. Hopefully.

Is Your Organization An Umbrella or Mixing Bowl?

2009-05-14T12:50:02-05:00

Was having a conversation with a colleague recently when it struck me that organizations are facing some interesting new challenges when it comes to how they operate at a cultural level and how this manifests outside the walls of the entity. I got to thinking about two very simple ways of looking at this:

Umbrella Culture

This is the organizational culture many of us have grown up with. Organizations or corporations act as "umbrellas" to the people who make up that organization. The umbrella "shields" the people, process, and even technology from the outside world where current weather conditions remain out of control of the organization. Umbrella cultures are protective, but like any shield—they can also limit exposure by protecting people from external changes in climate. People under the umbrella can get comfortable with the buffer and the organization feels safer having one in place. It's all much easier to control and less risky. No one really likes getting wet, and umbrella cultures double as a nice way to keep everyone huddled under one roof.

Mixing Bowl Culture

Now, what happens if you take the umbrella, and flip it over? Instead of protecting and shielding, you've moved to something that exposes and supports. The mixing bowl holds all of it's ingredients, accessible to what's outside of it. Instead of being covered, hidden or even separated by the shaft of the umbrella, the bowl holds all of the ingredients together, allows for mixing and like any mixing bowl which sees use, allows for a bit of spilling over the sides. Mixing bowl culture is the umbrella turned inside out.

Of course when we talk about complex institutions, corporations, organizations etc. This is way too simple of a model to do anything practical with. Complex issues require intricacy in how you approach resolving them. But as a conversation starter, what would happen if you flipped that umbrella over into something that looked more like a mixing bowl? And which better describes organizations you've been a part of?

Micro-interactions Get People Talking. Thank You, Corner Bakery.

2009-05-07T11:52:09-05:00

This is exactly what I mean when I talk about "micro-interactions". You don't have to be a rocket scientist to figure out how to do it.

0. Listen
1. Cut through the corporate red tape and participate (this was Corner Bakery's 4th tweet)
2. Listen some more
3. Add value
4. Keep listening
5. Repeat

(Today at my local Corner Bakery in Glenview, Il)

I say add value because Corner Bakery did exactly that. They knew enough about me to surprise and delight me with their initiation and the context they provided. I'm working out of a Corner Bakery as I write this because we are on a long road to sell our house and are regularly kicked out for showings (this is about as fun as it sounds). Corner Bakery brightened up my day just a little bit (and you have to love the free Wi-Fi). So they'll be rewarded with some new followers because of it. What they do after that, is up to them. But I have a few ideas... :-)

Earning Trust In Streams = Attention + Influence

2009-05-06T19:54:18-05:00

Several months ago I did some thinking around the notion of "paid and earned media". I wanted to continue that vein of thinking a bit, perhaps broaden it and provide some new context. Let's put marketing aside for a moment. Let's even put the social web aside. Before our obsession with "social media" existed, we had e-mail, which as imperfect as it is has become very relevant when we think about things such as attention, action and even influence. Not unlike Digg, Twitter, Salesforce, or even RSS feeds to name a few—e-mail acted as our original streams. We receive messages, communications, responses etc. from friends, co-workers, relatives, brands, companies—you name it. We've all developed systems to filter the signal from the noise and prioritize our interactions using e-mail software or even cloud based services such as G-mail. But here's the secret to e-mail that everyone knows. Half the battle is getting "in the stream" meaning that marketers will do most anything to get in there. Some force their way in. This of course is called "SPAM". The other half of the secret is earning the trust of the individual who controls their e-mail ecosystem. This of course can be just as difficult if not more so than merely getting "in the stream".

Let's say you are a brand that someone trusts. You may be rewarded by getting permission to be "in the stream". Violate that trust and you are just as easily removed. Or in some cases demoted—you've gone from being "always trusted" to "rarely trusted". And who enjoys premiere status in this ecosystem? Those you do trust—or have high frequency interactions with. Friends, co-workers, family, etc. This isn't a secret—surveys from sources such as Forrester back this up, not like we need that validation, it's common sense.

Managing Multiple Streams
Now let's fast forward beyond e-mail (without excluding it). Many of us have supplemented our digital diet of websites and e-mail with a healthy dosage of search activity, social networks of all shapes and sizes and Web services that allow us to produce and share content and connect with peers, communities and other businesses. What many of these have in common is that they exhibit "stream" like functionality. Facebook for example has pushed their experience even further in this direction to mimic the stream dependent interface on Twitter. Mobile versions of both platforms enhance this even further. Search results on Google are dependent on a pagination model, but the stream metaphor is applicable here as well. Advertising happens mostly "outside the stream"—but there are battles waged to get "in the stream". This of course is called "search engine optimization". Of course it's also common knowledge that the best search optimization is great content. Great content typically leads to what's called favorable "organic search results" meaning the more popular the content, the higher it surfaces in the stream.

Getting Access To Our Streams
There are all kinds of ways people are trying to gain access to your "streams". In feed readers, ads can be placed directly inside the stream in between posts. In more direct models like Pandora, ads show up directly in the stream (the service is arguably valuable enough to make this tolerable). Bloggers can write about your products and services and marketing is inserted directly inside the stream often times indistinguishable from the advertising that may surround it. There are services which will automatically generate a "tweet" if you've performed some type of interaction with a brand. All of this can get content, messages and information about products, brands, services or even individuals inserted. In some cases, even in context. This is something that you can be sure many people are trying to figure out.

Trust = Attention
While "getting in the stream" may be doable from both technical if not clever means (PR firms know how to do this), trust is another story. Trust equals attention. It's that simple. And right now, everything comes down to attention. We're all overloaded by demands for our time and most of us can't invest in filtering activities 24-7, so we default to giving our attention to those we trust. And this is where it comes full circle back to the e-mail example. Trust has to be earned, and once earned it leads to attention. Trust can be broken and there are multiple levels of trust.

Affecting Both Ends Of The Social Business Spectrum
If you think of social business (a term I'll use for doing business in an age where the social web is becoming ubiquitous), think of a spectrum where on one end is a large enterprise and on another is the individual. There's a great deal of nuance in between (not to mention overlap). On the consumer side of things, as we manage our streams both from a professional and personal perspective, we prioritize our attention based on who we trust the most (individual or brand). On the enterprise side, it's not all that different, though the ecosystem may be. Let's say an organization is levering an assortment of Wikis, internal blogs, communities and forums. Who do you think will get the attention and influence adoption of new systems etc? Those who have earned trust within the organization. While anyone within a large corporation can gain access to a stream (just as in non-enterprise), those who earn trust will earn attention. They will influence. The bottom line in both enterprise and consumer scenarios is the trust + getting into the stream can be a very effective way to get someone's attention. Other methods will likely be met with skepticism, get ignored or be flat out annoying.

Anyway, just a few thoughts I've got rolling around in the noggin at the moment. What do you think?

Barchart Hysteria

2009-05-04T21:53:32-05:00

David Armano