I guess I knew it would happen eventually.  After serving a a volunteer on the OTEF board for several years and helping stage the Arizona Entrepreneurship Conference for the first five years of it’s life, I should have expected to get invovled in something entrepreneurial in Colorado before long – and I did.  I like the mission of recognizing these second stage companies that represent the bulwark of our economy and I’ll do what i can to help in the mission.

The display was called ‘Terminal Kings‘ and represented 3 artists working to produce a functional art project of 100′x8′ panels that will be used as construction barriers for the next 5 years at Denver international Airport.  The combination of the art work, the venue and the company made for a pretty fun evening.  I had to return the next night and filled a Pinterest board with some of the images I liked best.

Colorado Companies to Watch (@ColoradoCTW and at Colorado.CompaniestoWatch.org) is a Denver-based organization I’ve thrown in with that recognizes ‘second-stage growth’ companies for being that essential part of the Colorado economy that these organizations represent.  The second-stage description means that the companies that have made it through the first few year of getting launched and they’ve becoming revenue generating.  As a ‘second-stage’ company, they are contributing to the Colorado economy with jobs, capital and innovation and through this program, they can be recognized and promoted.  The initiative is a joint public-private venture staged with the support of the Edward Lowe Foundation, the Colorado State Office of Economic Development and International Trade, an awesome group of media partners and sponsors and a hardy group of volunteers.

What’s next for my involvement with the group is to lend some assistance in content development (pics, & videos maybe?) and see how I can again support the building of entrepreneurial fires, in Colorado this time!  Thanks for having me gang!

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My cast iron cookware has been handed down to me or acquired via gift and garage sale.  I really like cooking in cast iron when I can for several reasons, primary of which is that it holds heat beautifully and radiates a constant temperature, which in this day of electric ranges with constantly fluctuating temperatures is a treat.  

How Frequently Should You Season?

Every year around the first of the year, I season or re-season my cast iron. Throughout the year I rarely do anything else with them except use them, wipe them out and store them.  Seasoning (or curing) cast iron means your intentionally working to fill the pores and voids in the metal cookware with a grease which gets cooked in and bonds with the surface of the pan.  This provides a surface that is both smooth and nonstick on the inside and outside of the pan.

What’s important here is that a well-seasoned cast iron pan or pot should, after the initial washing in soap and water, never see a drop of soap applied to it again – unless you wish to re-season as often as you wash it.  The effect we’re looking for here from the grease filling in the pores of the metal is that it creates a non-stick surface. Soap on the other hand is designed to remove grease – washing your cast iron with soapy water then is not desired. Don’t do it.

Ewww – leaving grease on your pans?

For those raised in the ‘antiseptic = clean’ era, it seems just crazy to leave a pan without washing it with soap and water. For those cooks, let me assure you and rest easy that the cooking temperature of the pan and the practice of keeping the pan wiped out every time it’s used will keep microbes and germs at bay.  Adopting the practice of properly wiping out the pan is required of course, but again – no soap on cast iron is the rule.

What kind of grease do you want to use?  Veggie shortening. Vegetable shortening is a finer fat and animal fats, like lard, will turn rancid and spoil when left out.  Vegetable shortening will not in most of its available permutations so use a good quality vegetable shortening.

Hardware, software and the process of Seasoning

This is only a portion of my cast iron as I setup to do my annual seasoning. Notice the vegetable shortening and welders gloves – one we’ve already talked about the veggie shortening and the other… essential in my kitchen.

Leather Gloves – none of this namby pamby tiny cloth squares or mitts for me. When I’m wrestling a turkey from a 500 degree oven or handling cast iron, I want a good solid grip Amigo – I pull out the all leather welders gloves with  gauntlets.  Saved me from many a burn.

Not shown in the picture is a sheet pan that will rest on the bottom rack of the oven to catch any drips. I encourage you to cover the pan with a sheet of tin foils though – I forgot and well… it was heck cleaning that dang thing. A day soaking and then a lot of elbow grease; use foil.

There is a multi-step process here – setup, warm the cast iron, apply shortening, bake for an hour and then let cool.

Setup

In a cool oven, move a rack to the very bottom. Not resting on the heating element itself, but in the lowest position. Put the second one in the position directly above the first.

Put the foil-covered sheet pan on the bottom shelf.

Warm the cast iron

Put the first piece in the oven and turn on to 350. Wait a few minutes (about 4-5 minutes) and then remove the pan from the oven. Careful though, it has been heating for a few minutes and depending on your oven, it may be pretty hot already.

Apply shortening

Use your hands or a pastry brush to apply the shortening.

Rub it EVERYWHERE on the cast iron – the cooking surface, the outside, the handle, the feet of the pot – everywhere. When you’re done, the entire piece will be shiny with an even coat of shortening.

Bake for an hour

Return the piece to the oven and leave it for an hour. Turn off the oven and let the cast iron rest for a second.

I will move the hot cast iron to a wire rack to complete cooling and then move to my second batch, repeating the process as often as I need to get my annual seasoning done.

Keeping your cast iron in usable condition

First, use it. It’s likely the most durable piece of cookware you own, so use it.

Second, keep it clean. After you’re done cooking, let it cool a bit and then wipe it out. I use paper towel the first wipe or two to get all the cooking oil out and then a lint-less sackcloth towel.

If there is some crusting in the pan, scrape it well and then wipe out. If it needs still more cleaning, throw in a bit of oil and some kosher salt to act as a scrubber. Wipe away any remaining salt with a damp cloth.

Cast iron is awesome to cook with, but caring for it seems to many to be an art that has been lost. I hope you find this post to be useful in using it more often.

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An example is my use of a recipe that I found on a fav online recipe site – a really excellent recipe for a bone-in pork chop recipe.  The hack is that I took and modified a bit to fit an exchange of pork loin cutlet.  Same delicious tastes and maybe even better using the loin portion.  This is something I really like about competitive cooking shows.   The format is often ‘here – take this food ingredient and make something tasty’ usually with some kind of constraint like time or cooking over a fire lit with a couple of twigs.   Those chefs are definitely hacking; using what they know about cooking tools and technique and applying it in unique ways that fit into the challenge.

This recipe is just like that – I took the Parmesan Sage Bone-in Pork Chop recipe and applied it to a loin cutlet.  The results were… well.. lets see where this goes for you – the people at my table LOVED it.   The pork loin I used this time came from the local warehouse club meat counter and the issue in buying at the warehouse club is that the loin can be huge, so plan ahead if you buy like this too.  I usually make 3-4 loin roasts out of the purchase, freezing two portions and fixing one right away.  In this instance, I was using one of the frozen portions after defrosting it.

Here is the group shot of all the software that goes into this dish.

The shopping list looks like this -

• 4 pork loin chops / cutlets
• 1/2 cup grated Parmesan cheese
• 1 1/2 teaspoons sage from dried sage leaf
• 2 tablespoons all-purpose flour
• 1/4 teaspoon salt
• Dash pepper
• 3/4 cup soft bread crumbs
• 1/2 teaspoon grated lime peel
• 1 egg, lightly beaten
• 1 tablespoon of water
• 1 tablespoon olive or vegetable oil
• 1 tablespoon butter or margarine

Hardware list is -

• plastic bags (1 sandwich bag, 1 larger gallon bag)
• egg wash bowl
• breading bowl
• cooling / resting rack
• large skillet
• 9×13 baking dish, sprayed with cooking oil spray
• micro-plane grater / zest grater
• box grater

Prep Phase (not cooking)

This is the food assembly phase.

If you had the cutlets prepared by a butcher skip this otherwise slice 4 loin cutlets from the loin roast, each about an inch thick.  Set cutlets aside.

Combine the flour with the salt and pepper in the plastic gallon-size food storage plastic bag.  Set aside for a minute – you’ll use this to flour the cutlets in a sec.

Prepare the egg wash by beating the egg with the tablespoon of water into a smooth consistency in a low, wide dish, this will be the wash we use to bind the coating to the meat.

Prepare the parmesan & sage breading

Grate fresh parmesan using the small holes of the box grater.  I never use the pre-grated stuff if I can possibly not – in my kitchen I do not have any of the green canister stuff; neither should you.  Grating cheese is waaayyy simple and soooo much better.

Use the microplaner and scrape the outside of the lime (lemon will work if you do not have lime).  You get these tiny pieces of rind, now called ‘zest’, hence the phrase ‘zesting the lime’.  You need about 1/2 teaspoon which is about all the zest you can get from a single lime.

The dried sage leaves need to be broken up by just crunching it up using the most versatile tool in the kitchen – your fingers.  I dry my own sage leaf from fresh sage, but you can use rubbed sage too.

In the sandwich bag put the bread crumbs, the parmesan, the lime zest and the sage.   This is just to make sure they are well mixed before pouring them into a low flat dish, like a pie tin.

Applying the Breading

Set up a processing line, like this – floured cutlets, egg wash, breading, cooling rack.  The cooling rack is not for actually cooling the meat, it’s for allowing the breaded cutlet to rest before putting in the skillet.   When applying a multi-stage breading, the 1st stage coating should not be very thick – just a dusting really.

Flour the cutlets by putting them into the plastic food storage bag that has the flour, salt & pepper in it. Twist the top of the bag closed and shake it so that flour completely coats the cutlets – the nooks, crannies and everything.

Open the bag and remove a single cutlet.  Lay it in the egg wash, flip once to coat both sides.  Hold up the egg-soaked cutlet and let most of the egg wash run off.

Put the floured, egged cutlet in the breading.  Lay it down in the breading and then pickup loose breading and putting it on top, pat it down a bit and then turn the cutlet over, put some more breading on top and pat it down more.  Repeat until a nice solid coating crusts the cutlet.  Make sure the edges get coated too.

Move the floured, egged, breaded cutlet to the cooling rack for a rest.

When you finish, your breaded cutlets look like this. I cannot tell you how important it is to let the breaded portion rest before you put it in the pan.  This resting should be a full 5 minutes.  To help you gauge the time turn on the oven and let it heat to 425 degrees. it might take a few minutes longer than 5 minutes, but make sure you DO wait at least 5 minutes or so.

Time to apply heat!

Now get ready to move through the ‘heat on food’ phase.  The process will be the skillet for about 5 minutes followed by some time in the oven.  I use a larger skillet because I do not want to crowd the meat as it browns.

Heat the skillet (I use a medium heat, setting 5 on a stove dial of 1-10) for a few minutes and then pour the canola oil into the heated skillet.  When the oil is hot (about 3-4 minutes), place a well-rested, breaded cutlet into the heated skillet.  Now don’t futz with it for two minutes.  Turn over in the skillet after the 2 minutes and let sit for two more minutes – a total of four or five minutes for both sides.

They cutlets should be nicely browned now, if not, keep them in the skillet a bit longer.  Move the cutlets directly from the skillet to the oil-sprayed 13×9 baking dish and put directly into the 425 degree oven.  You can wait about 10-15 minutes and guess they are done (they probably will be), but the best way is to have a kitchen thermometer handy and wait for the meat temp to reach 145 to 155 degrees.  Once they have hot that temperature, remove from the oven and serve.

I’ve fixed this dish several times now and everyone has loved it.  I try hard not to overcook the meat by using temperature, not time, to cook.

I love serving it with mashed potatoes and asparagus and I would have taken another pic of the service suggestion, but my guest and I were pretty hungry and the final presentation moved right from plate to mouth – nom good…

If you can get a pic of your your preparation before it gets consumed – let me know!

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I reminisced for a moment about when I was in Mazatlan and in the morning the Barista at the coffee shop didn’t have a fancy brewer, no urn to hold coffee and dispense from.  What I remembered they did have though was a great tasting cup of coffee… and then I remembered my own version for the one-cup-at-a-time option – a filtercone brewer.

I’ve tried coffees from a huge variety of brewing tactics – single-source coffee from a coffee-siphon, a french press, with the Clover brewer (from the world’s corner coffee shop), cowboy coffee over a campfire and quite possibly everything in between.  Filtercone brewers are probably the simplest, quickest way to brew a single cup of coffee.  It is not using freeze-dried crystals (ughh) or any great science – it’s coffee, water, gravity and time.  The people at SweetMarias’com (excellent, detailed discussion BTW) go into the science a bit deeper than I intend to, but as I setup my rig and started to make a single cup of coffee, I realized that many people might have seen these things in the store and wondered first, what is that?  and if they knew WHAT it was they might wonder, ‘how does that work?’ – I love how inspiration visits me sometimes .

Here we go, first collect the hardware & software -

• Hardware
• Electric kettle
• Filtercone brewer / filter
• Coffee cup
• Software
• Ground coffee – regular grind will do, espresso grind is better

Of course a stove kettle would work just as well, but the electric ones – wow, they boil water fast!

Assembly and prep is about 15 seconds, maybe 30 seconds  if you wash the filter as suggested by Sweet Marie’s; I had not been, but it does make sense – probably will going forward.  Assemble the rig by placing the filter in the brewer and spoon in your favorite coffee.  I use 2 tablespoons per cup of water – not as precise as some many grams of coffee per ounces of water, but a good rule of thumb.

Next douse the grounds with a bit of water just off the boil and let it bloom, which means let it stand for a bit as the hot water draws the coffee oils out of the bean.  This is really visible in a coffee press, but the effect is diminished in this preparation. Pour the rest of the water slowly into the grounds, being careful not to pour too quickly and run over the top of the brewer.  The water will run through the grounds, the filter holds the grounds as the water seeps through and in just a few minutes – voila, a fresh brewed and very tasty cup of coffee.

Clean up is just as quick – pour out the remainder of  water, pull the paper filter from the brewer, rinse out or wash the brewer itself and your done!

Enjoy your cuppa’ joe there you Gypsy Bohemian… you’ve worked hard for it.

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This is my first post on the new StevenGroves.com (welcome BTW and thanks for visiting) so like everyday at my place, I’m going to start it with breakfast.

Here’s where we begin - two eggs, two uncooked, unseasoned, skinless pork sausages and a bread.

The sausages are the real highlight of the meal for me and here’s why – I spice them by hand.

For this, I start with a sausage that sometimes is a little hard to find unless you shop at a Kroger-branded store.  The brand of sausage is ‘Farmland’; in the freezer section, look for unseasoned, skinless and no MSG.  The fact they are unseasoned is a huge benefit because I get to make them taste like what I want – which in this case is red pepper flakes, coarse rubbed sage and white pepper.

I start by warming a small cast iron skillet.  After placing the sausages in the center, I sprinkle with sage, white pepper and then the red pepper flakes and then roll the sausages a bit in the mixture in the pan, coating the bottom and sides.  Then relax and let the heat do it’s thing.

I cook them at a medium temperature so it take a while for the outside to crisp just a bit.  After the second or third turn, I warm the egg pan and make sure the bagel is split and ready to go.

Once the eggs are in the pan, I make the final turn to brown the outside and push the button on the toaster oven for the bagel.  I just a few more minutes I’m at the table with a delicious breakfast meal.  After that, I think I’m ready for anything the day has to offer!

Sage, white pepper and red pepper flakes are my favorite, but how would you season the sausages?  Share your favorite flavors in the comments below!

Socially Yours,
Steven Groves

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I intend to host StevenGroves.com at Blogger and take a more personal angle to the content there.  I love to cook and I love social so why not live into that outlet and do some foodie blogging.  I also like a like a good lifehack as well as he next guy and I’ve had to engineer or build a few things I’m kinda proud of so that’s what we’ll likely see at my personal blog.

Here at Social Marketing Conversations, I want to get back to posting more about the things that drive my my passions and interests in business and specifically the social marketing strategies, tools and technologies that are available – I love this stuff.  I’m very excited about what kind of site this can be and I want it to be an extension of my other conversations going on in other online communities and can write more about my thinking on the questions I want to discuss – basically I want to write a good deal more on a wider variety of subjects.

Thanks again and thank you in advance for your patience during this update.  Here’s to an awesome and productive 2012!

Socially Yours,
Steven Groves

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The image shimmers out of focus and disappears – an image of your accountant materializes and tells you that you’re a business burning through a million a month and when you get visitor to your site, there is nothing more than a form to fill-out for a call back.  The phone number on the ‘Contact Us’ page leads to a ‘Dell Hell’ kind of experience and no human being can be reached from outside.   Zombies?  Yeah – they get through, but only because they’re brain-eating, persistent monsters randomly pushing buttons on their Zombie-phones.

The final chapter in this scary tale is that you have no idea whether that $1.12 pay per click campaign has driven ANY traffic to cover your costs or whether the visitor has even been to your site before.  Scary huh?

It’s a horror story being repeated a million times in a million companies all around the world.  In spite of all the automated counters, data collectors and postings in the social web, businesses leap to use the technology that has been promised to get hundreds of customers to walk through your door.   Most businesses have no idea how or if the investments in marketing you’re made are panning out.

The hero in this horror story is that it’s not an unsolvable equation and making better decisions about where and when to invest is possible – more so than has ever been possible.

How to Escape the Nightmare

Start with the small things – listen first… listen like the mummy is somewhere around you – quietly and intently.  Find out where your customers are congregating like a crowd of brain-eating zombies.

Next, understand what your audience is saying and what they’re talking about.  Knowing that Dr. Jeckle is also Mr. Hyde will help you craft and time the message so that Mr. Hyde is prompted to connect with your Facebook page, leaving Dr. Jeckle out of the community of followers and friends.

Now reach out to connect. The tentacles of human-hunting aliens should have nothing on you.  Once you know what’s being said , who is saying it and to whom they are saying it means that you can regularly and easily participate in the discussions going on and not been seen or treated as the Monster from the Black Lagoon.

Now take a step back every time you post new content and see if you’ve put out what speaks meaningfully to your audience.  Include a call to action, a link and most of all, make sure you’re participation is relevant to the audience.  For the hard cost that goes into an installation of Google Analytics, you can see the correlation between postings and visits.  If you have a product that can be purchased online, even by using a Gift card or eGift card, you can then start tracking how visitors arrived at you site, where they came from and what they did after they left your site.

Is this all you need to do? Maybe… but I’d bet that this implementation would only be the start of the journey to improving the payoff of your online and social marketing investment.

Beginning with these steps will help keep you off the Elm Street of marketing when Freddy is prowling for a new victim.  As you participate in the discussions and communities relevant to you your product and company you’ll uncover what content drives participation and engagement – the first step in stopping what doesn’t work and what does.  Following these simple steps will keep next year’s Halloween Haunters away from the doorstep, out of the cellar and vanquished from the creaky attic.

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Brands are not yet settled into G+, but it’s reported that Google is looking for the optimum combination of brands and consumers so that it’s a more natural extension of how consumers want to connect to brands. My hope is that it is not yet another iteration of the interruption driven model that has predominated marketing for decades, but I got to wondering what would it look like if G+ actually addressed the paradigm and sought to try something better, what would a brand interaction in G+ look like? Here’s my take on what it might be like.

For brands to connect with consumers on G+, (when they can) the consumer will have to opt-in to the brand and include them into a Circle that they see regularly. I think we’ll see a permutation of the Google AdWords product that is smarter. Keywords will be scanned and the connection between the conversation and the offer will take on a better meaning. I think that brands will be able to better identify the real influencers in respective markets IF (and this is a big if) the brand can be given access to the social graph / Circle stats of the consumer. How will they get access? Consumers will grant it – usually in exchange for something of value. What kind of value? Some people will trade access to their social graph for a cup of coffee at , others will require a bit more consideration.

Accelerators to adoption will include connections between products like +Personal.com, which I really like, but do not yet understand how they’re going to be relevant if I cannot connect my permissions and profile to the social networks I’m using – profile fatigue is starting to set in with consumers and we, as an industry, have to find a solutions.  OpenID, Google profiles and Facebook Connect are just placeholders for now and the real power in this space I think has yet to emerge.

What to do for now is to develop a presence in the social space in a way that is both genuine and in a way that recognizes that your persona can vary relative to the audience you wish to address without being disingenuous.   Learning this, knowing it and being able to act on it for a brand though will be a challenge – too many of them are wrapped up in an old-school mindsets that places monthly and quarterly.

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Working at the intersection of ROI, marketing and social media in particular has been a topic that has drawn my interest since the early development of social media as a connecting consumer technology.

As social media came onto the scene, a debate cropped up that social media was a ‘tool of the people’ and that to propose its use as a business tactic was heretical.  We still see vestiges of that debate now and then, but by and large, we do not see much of it I think because the flood of early practitioners has subsided and the bar for entry as a social marketer has been raised past the point that creating a Facebook page and opening a Twitter account suddenly launched a new consultancy.  The discussions by marketers has risen to a point that business people recognize that marketing has an ROI that can be associated with it and that social media marketing can have a VERY high ROI indeed.

Social marketing ROI is not a dark, foreboding concept that only technocrats understand, at it’s base is the correlation of information from multiple points that helps us all understand how a marketing strategy that includes tweets or Facebook posts can impact revenues and costs.  The red-herring discussions of the ‘ROI of your phone’ or a ‘return-on-influence’, or ‘return-on-engagement’ are getting more and more hollow by the day.  I think it’s because we’re recognizing that these metrics are made up and promoted by evil minions of misdirection who may not know how to speak otherwise.

Truly savvy marketers are realizing that the only ‘I’ that matters in ROI is ‘Investment’ and that if marketing is going to get increased funding for their efforts, the rest of the organization (particularly those that manage budgets) speaks in business terms like these – so marketers are learning the particulars of ROI or facing the prospect of being replaced by someone who can talk the talk of the executive suite.

Just how much longer do we need to allow these minions of demonic misdirection to suck the life out of marketing initiatives and render them useless to management? *sigh* obviously longer than we should, but in order to get the conversation back on solid ground, I know we need to start with committing to a broader conversation about 1) where your customers are congregating and 2) then asking how best to reach them, always 3) seeking the genuine ROI along the way.  Either that or 4) drive a wooden stake thought their evil little hearts.

Steven Groves is co-author of “ROI of Social Media: How to improve the return on your social marketing investment” and your host at www.ROIofSocialmedia.com

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I was not sure if his question was for a survey, if he was looking for engagement or if it was a professional question he is trying to answer for CoursePark,  but his question made me think for a moment to a blog post series from July 2009 on ‘The Trinity of Social Media” that suggested the trinity should be a blog, a micro-blog and a social network.  I have thought of the post often and continue to wonder if the trinity might need an update eventually.  The 2011 edition of the Trinity I think does warrant a refresh and this will be the first in the series.

Let’s put the construct of the Trinity in context here for a moment; we’re talking about a business presence, not personal and we’re talking about spanning two of the relevant media networks; Owned & Operated (O&O) media and Earned media, which relies heavily on social media.  There is no distinction at this level of a B2B company presence or a B2C.

What’s changed for 2011 and beyond?

The objective has not changed – we want to drive traffic to the O&O site or network of sites.  Eyeballs on pages, not revenue at this point, but traffic – which is a proxy for awareness of our product, service or brand.   What has changed is the social technology and the features and capabilities of the various platforms.

Do any of the changes warrant a change in the model?

Yes – in one particular area: the social network component.  When the original Trinity model was introduced, Facebook Groups were supported and Business Pages were not yet introduced.  Are there be other changes?  Yes – but not in the tool selection I do not think.  The fundamentals are holding and IMHO the foundational tools and technology for an effective social presence are still a blog, micro-blog and social network.  The tactics we deploy however are different today than they were in 2009 and as we cover the new state of the Trinity, we’ll discuss the changes.

Audience Participation Notice

I’ll write the articles, but I’d like to include your comments.  Whose comments – you, the person reading this right now.  If I could reach through the screen and point at you I would.  Comment below on what you think the changes might be for you or send me an email with whatever your thoughts are.

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