By David Bullock

Using social media is like using any tool that you have at your disposal. You have to actually to…

• create a plan
• have knowledge of the tools
• create something of value
• build something meaningful to someone else.

Otherwise, you have not created anything of any significance. If you are talking and no one is listening, that is called noise. With social media, your tool is information and communication. You are working to get people to take notice. Your goal is to become meaningful within the media.

You are looking to communicate with people who are interested in the information that you are promoting. Does your communication make people:

• think
• laugh
• reflect
• move to action
• want to share it
• comment on it
• engage in conversation?

If you are just:

• building followers on Twitter
• picking up friends on Facebook
• posting to bookmarking sites
• commenting on blogs

and so on without a clear goal toward building a relationship, you are just wasting time and effort.  

Basically this type of non-productive communication makes a mess and is not an effective or proper use of social media.

Just call it advertising, not social media marketing. Social media is a tool like a hammer. You can build a castle, or you can build a dog house.

What are you building with your efforts within the social media space?  A mess, or a masterpiece? Or, in social media terms, are you creating relationships that can last a lifetime and credibility in the marketplace?

You are known by your content and context. It is up to you to create, communicate and converse.

Enjoy the ride…

By David Bullock Co-Author – Barack 2.0: Social Media Lessons For Business

Summary : Are we paying attention to the wrong things in regards to social media?

Recently, I attended a “social media” luncheon. What I heard was interesting.

• How social media could be used.
• How social media should be used.
• Great stories that are inspiring to hear.

All about building trust, non-marketing and non-sales. How this media is so different. 

No hard numbers. No metrics. Just nice stories about what would, should and could happen with this thing called “social media.”  The concepts are there but meaningful frameworks and tactics are lacking. I guess folks are trying to figure it out.

But I did not hear anyone talking about how social media is being used:

• to increase revenues,
• leverage communications,
• support business objectives and
• easily reach new markets.

And more importantly, what I did not hear was how could this “new media” be used to create predictable outcomes. I was not looking for tips, tricks and the newest tools. I was looking for thinking or a methodology that just works because it is based in sound principles and known outcomes.

Sorry folks. I am an engineer. I build things. And I think social media is a tool that should be used to generate business outcomes that matter.

On the other hand, if you are using social media to just be sociable then this post is not for you. But if you are a business owner looking to use social media as a means to connect, engage and communicate with your audience, here are some of the questions that are running in my mind as I move both strategically and tactically in the marketplace.

For Business Owners And Managers Only

Not in any order, but this is a loose framework…

Social Media for Business:

• What are you doing?
• Are you doing anything meaningful? Or are you waiting for something?
• If you are doing something, why are you doing it?
• What is your message?
• It is a valuable message?
• How do you know it is valuable?
• Who cares? Who’ll listen?
• Where and who are they listening to?
• Who is it (specifically) valuable to?
• What is the expected outcome?
• Are you achieving your outcomes?
• What kind of time, energy and effort are you deploying?
• Is it working?
• What part of it is not working?
• How do you know it is not working?
• What is your metric?
• What is your measurement device?
• Is the device accurate?
• How do you know your device is accurate?
• Is the online media the right engagement media?
• Should social media be used with other channels?
• Do you have a story that is worth repeating?
• Are people repeating your story?
• Have you isolated the elements of your story that make it valuable to others?

This is the short list of questions that I am asking as I move across channels.

As a business owner who has to communicate, promote and engage with clients and prospects everyday, the “30,000 ft view” of the newest of social media platform or trend has little to no meaning to my day-to-day business.

Seeing the “buzz” in the marketplace is interesting only in regards to the traffic and connections that are created because of the buzz. Having a “buzz meter” with no application for the “buzz metric” is meaningless.

This is just like having complete analytics and not knowing what to do with the numbers.

The question I am always asking is, “What can I do with this?”

The exhaust of data from the social media space is incredible. But again I ask, “now what and so what?” What are we as business owners going to do with the data so that it becomes actionable information that creates the business outcomes that you (or your clients) are looking for?

Business owners and managers are looking for the “Do this. Measure this. Look for this. If you see this, do this next.”

No theory. Pragmatic, actionable, measurable and tangible, results.

Business owners want outcome-oriented blueprints because dynamic markets require thoughtful action and timely execution.

Things are moving too fast for inability to act and analysis paralysis.

Just my thoughts after too many theoretical conversations that lead to more theoretical conversations. What do you think?

by David Bullock

Summary: The three videos below are only 16 mins in length. But the implications raised by these short commentaries have shaped and do shape our future.

Over the last several years, the web has changed the way that we work, play and communicate. But what I am amazed with is the velocity associated with the change in technology. The web is not for geeks and techies. The web is being used now by everyone for everything. Getting access to information is no longer an issue. If you have a computer or a web enabled cell phone, you have the whole world of information at your fingertips. No question has to go unanswered if you know how to access the database called the internet.

The promise of the information super highway is just now beginning to be realized.

Social Exchange Of Data Is Fundamental To Life And Living

Case in point. While standing in line at the movie theater, I overheard a couple behind me ask, “What are the names of the daughters of the President?”

Had they not asked; I would have known the names. We have all experienced this. The answer we need is at the tip of our tongue and then it isn’t. And then we begin to slowly go crazy.

Not this time. Here’s what happened. I reached in my pocket and got my blackberry. Queried Google and in 30 seconds I had an answer.

Simple actual example. Simple solution and outcome.

But…

Beneath the surface, the implications are profound. I realized in that moment that everyone has access to information and data. The question becomes do you know how to access the information that is available to you?

And more importantly, what is the value of the data? Data is of no value until someone uses it in a useful way.

Back to the story. I simply turned around and told them the names of the President’s daughters (Malia and Sasha). And in that instant, I was helpful and useful to the couple behind me. As I saw them several times in the theater, a bond was created that led to a conversation and then to an exchange of business cards. Who knows what will happen next. But we were brought together around a piece of interesting data.

About Data

Data is data. But simple data used effectively becomes the doorway to action-able elegant ideas and concepts.

Below you will find 3 short videos that outline the way the web has changed in the last 3 years. The implications are profound. From hypertext to social networks.

The question is:

What is the next step in this data evolution?

And more importantly, how do you think this access to data will impact the way we do business?

Enjoy…

by David Bullock

Is this the year of Social Media For Business?

As we approach the year mark for the Barack 2.0 Project, I am recounting the valuable business lessons learned.

Of the many, one huge lesson is not a lesson, it is actually a valuable distinction.

Hopefully, this will not unmask too many in the marketplace.

1. The market conversation has changed.
2. Marketing channels have changed.
3. What worked in the past is not working as well now.

This is so obvious that it need not be stated. But just in case you missed it…

• The Internet Has Changed The Way People Access Information
• Social Media Allows For True Real Time Dialogue
• Users Can (and Will) Generate Content At A Rate Higher Than Any Single Source Point
• Search Engines Are Paying Attention To Social Media Conversation
• You Can’t Control All The Conversations

We know this already right!?!?!?!

So….Why is it that when I speak to business leaders on a day to day basis I am getting questions about impressions and ad buys.

That is an old model.

Further, larger organizations are not paying attention to the very listings and rankings that are the underpinnings of the internet.

Some still are running sites with no analytics. And, thus have no idea what is happening with their primary online (and offline) presence.

Is this a misunderstanding about the interconnected nature of…

• SEO
• PPC
• Social Media
• Social Networking

My question is…

• Is there is a magic number where profits are no longer the bottom line measurement for business success?
• When does the emphasis become spending the budget and not turning a profit.
• When does the model go from a sales and ROI model to the spend and “branding” model?

No organization is so big or powerful that MROI (marketing ROI) is not important.

Further, in this day and age where technology is moving rapidly and data is becoming more accessible, the smaller tech marketing savvy companies are gobbling up markets as quickly at they can find them.

And there is no amount of spending that will combat a sound trackable perfectly executed strategy. True social media business strategy is constantly getting meaningful feedback from the marketplace. Or in other words, knowing what works, when, how and why.

Warning To Business Owners : Don’t ever stop concerning yourself with the profits in your business. Profits not spending is the key to your marketplace success.

By David Bullock

Have you noticed that folks seem to come out of no where online and then just disappear?

To have staying power in the marketplace you have to develop “street cred”. Credibility is the only thing that will allow you to weather the storms of change that are part and parcel of the business world we live in now.

How Do You Build Credibility?

Rule #1: Don’t Just Wave Your Hands – Get It Done And Prove It.

Rule #2: Don’t Talk About Anything That You Don’t Have Personal Experience With

Rule #3: Be Willing To Say “I Don’t Know”

Rule #4: Be Willing To Test Your Own Theories

Over the last 6 months, Brent and I have been working very hard to understand and leverage social media. Documenting the 2008 Presidential Campaign was just the start.

We wanted to use what we learned to create a product and transactions to prove the model from end to end.

Well folks. We are at the six month mark…

• Social media supported book sales – 350+ units.
• Major media coverage – 11+ Outlets
• Events – 20+

The full story is here: www.Barack20.com/mediaroom.html

Notice that most of these events and media are OFFLINE.

Big lesson: To develop credibility Online move Offline.

Bear this in mind as you promote your business.

If you focus too keenly online you are missing where people are still gathering information about what is important to them.

The Obama campaign is an excellent example of building and growing a tribe.

For those that have read the Barack 2.0 book you will see the mechanics and strategy for building a tribe using social and other media.

The social media technologies and platform today give any company the tools to enter the market.

But the questions then become…

• What do I say?
• How do I create value?

• What market can your business lead?
• What is the human concern that is being handled with your business?
• What do people really care about?
• What already existing community can your business tap into and provide service for?

Until Next Time,

David Bullock
Co-Author Barack 2.0 – Social Media Lessons For Business

A merging of mobile technology, communication and data retrieval is becoming a reality. This is an amazing mobile computing demonstration. (See Mobile Computer Demo Below)

• Total Mobile Data Accessibility
• Cost Effective
• Made from already existing mobile technology

This is a merging of several major spaces:

• Wireless
• Mobile Data Retrieval
• Human Machine Interface
• Social Networking

Mobile technologies for:

• Data retrieval
• Decision Making
• Recommendations

The implications for human machine interactions is moving rapidly to a new level of innovation and usability.

So the question becomes how does this impact your business?

Simple Answer: If your data is not on the web, if you have not created the proper relevant and tagged story that is accessible to the user, you will be shut out of that marketing channel. Further, the data itself will not be of value because it will be available everywhere instantaneously.

The use of the data for decision making is rapidly becoming the valuable commodity.

Until Next Time,

David Bullock

Image via Wikipedia

BarackBerry: Prez Obama to Get Top Secret, Commando BlackBerry 8830 | CIO - Blogs and Discussion.

The 8^th channel is what it is being called. We are a country of instant communications. President Obama fought for and won his fight to continue to use his blackberry device.

This is a work device not for games, but to get work done and communicate effectively. Text messaging is not for kids. Used correctly “texting” can be an effective business communications tool.

Check out the Mobile Marketing Association for case studies across several verticals.

If you consider for a moment that our president is the commander and chief of the largest business unit in the world, watching what tools he uses will give you a head start on your devices decisions.

Used for point to point communication is only one application.

But, using the mobile channel for mass communication is the coming next wave for electronic marketing.

Keep an eye on this space as the players are positioning for dominance.

Consider ways to configure your blackberry device to enhance your productivity and reach.

– David Bullock

BTW: This is my fifth RIM/Blackberry unit. The stories that I could tell you about how this unit as a “time machine and productivity” enhancement tool.

As you are studying how to use technology to promote your business, be mindful that the technology and the platforms already exist. The question is how are you going to use what is already there to promote your message effectively into the marketplace.

These tools can allow you to “see” what your visitors are doing (or not).

Web analytics is a well worn subject. But do you really know how to pragmatically utilize the data that you are gathering to create the effect that you want? Are you visitors finding what they want on your website? Is your content captivating, compelling and valuable?

These are the questions that analytics can answer…

In the video, we discuss the use of web analytics, bounce rate specifically, as a tool to gauge visitor interest.

Enjoy,

David Bullock
Advanced Research – Barack 2.0 Project

The business landscape is changing quickly. Pay attention. Keep up. Or you will be left behind.

We are back with updates for the Barack 2.0: Social Media Lessons For Business project. We have been very busy since the book launch in January. Check out the Barack 2.0 event schedule.

From ideation to transaction is our theme these days. The landscape of social media has changed the face of politics and business. Now, "Social Media" has gone mainstream.

What does that mean for your business?

Simple, your prospects and future customers are using social media. If you are not there, they will not find you. And, you have no chance to engage them.

Check out our Year One Social Media For Business Video Update. Here we discuss the changes in the space that we have observed since undertaking this project…

There is still the ongoing argument about the "ROI of social media".  For the pundits, this is an argument worth having. It takes up plenty of airtime. Talking is not doing.

For the business owner who is looking to increase revenue and reduce customer acquisition and retention cost. Why argue? Using social media works well and will continue to work well. Try the platforms and find out what works for your business.

There is no magic formula.  Success using social media to grow your business takes time, effort and creativity.

Speaking of creativity… As you can see, we are trying other media as we communicate with you. Let us know what you think.

Until next time,

David Bullock
Co-founder Barack 2.0 Project

*** Barack Obama Social Media Strategies For Business - Brent Leary & David Bullock from David Bullock on Vimeo.

The Book - Barack 2.0: Social Media Lessons For Business Is Available Below.