Beyond The Ink Smudge To Digital Relevancy

07/17/2014

Edgerton reporter"Always in motion is the future”– Yoda 

She was the daughter. That meant she was a second generation newspaper publisher.

Diane Everson, publisher of The Edgerton Reporter in Edgerton, WI wasn’t the only one whose newspaper spanned generations at the 2014 Inland Press Mobile and Social Solutions Conference last month.

In the room, where I had the pleasure of talking about social media in newspapers, were people who had a passion for their papers and their industry.

As I quickly learned, running a weekly or small community newspaper is not unlike owning a small business. Except ... whatever you do is always front and center in the town you serve.

Like many small business owners, nonprofits and yes, larger brands, publishers struggle with how to critically and strategically enter the 21st century digital and social content world. Except ... they face an interesting dilemma when it comes to online content. As do radio and TV.

Actually, digital content strategy is a challenge facing any company whose ‘product’ is information. In the Interweb and social media, where free content is expected there is a haunting question.

  • How much do you ‘give away’ and what do you hold as a revenue stream? 

Even before you can answer that question there are foundational aspects of social media that must be in place. I built the deck to, as they say in the foodie world, deconstruct the elements.

  • Each element in a digital/social media plan must beautifully stand alone before it can be (re)constructed or as marketers might say integrated.

We looked at social through the lens of the brand, journalists and advertisers. I led the group through an exercise that I called “What is different?” We reviewed four media websites: newspaper, TV, radio and online publisher. Our conclusion was the content was so similar we couldn’t identify the media type and it didn't matter which site we were on to just get information. 

Lesson learned: Online content of media companies appears to be all-the-same. 

Question: How can the strengths of the newspaper industry at-large and your specific newspaper be used to created “Now I care content or stories” that are so unique and audience-relevant your community wants to socially share?

We looked at how newspapers, as a brand, engages with their communities. We discoved - not so much. Traditional culture of the media is to identify and tell the stories they feel are most important.

Social media takes radio, TV and newspapers into a far different and often uncomfortable world. It shouldn't be a big surprise to find many, especially smaller newspapers, challenged in how to balance those worlds. 

Lesson learned: Social Media is used as a content distribution channel not as a ‘community communication channel.’ Newspaper publishers were reluctant to step out and ‘talk’ with their readers .. people-to-people.

Question: How can the brand step out from the behind the logo and talk to their readers online -- as they do offline at events and networking meetings?

In 1884, the Boston Globe's Confidential Chat was building community among women, and a few dudes in the greater Boston area. So I say ... go even further back to your roots newspaper peeps and learn from yourself! 

Confidential Chat Boston Globe

Sidebar: This a real clip that I found in my mom's recipe box. She saved it for many years so I assume it must have held meaning for her. How long does your content 'stay around?'  Or is it the digital equivalent of newspaper used to wrapped fish and chips? 

Newspaper fish and chips

We looked at journalists and their special challenges in producing social content and community engagement. We saw engagement but on a closer review it was frequently among their peers not with their community.

Lessons learned: Passion about the topic is important to sustain long-term participation on the social web. Social media writing especially, short tweets, can be a challenge of long-form story training.

Questions: How can journalists sustain a social conversation over time while holding true to the values of their newspapers and their personal brands? How can opinion tweets and posts be included .. or can they?

And there was more so I'm happy to shaing the deck with you. There are several worksheets that might be helpful as you build out systems and process for your plan. Some will help to align with what social media means to your company and how it can support overarching goals.

Hat tip to Mr. Ray Marcano, CanisDigital, for recommeding me for this exciting gig; and Patty Slusher, Inland Press for her support. 

Read More: Amy Gahran, How Early Newspaper to Web Technology Crippled News Industry's Thinking 

Now that we've gone through some deconstructing the next question is -- How will you construct your social media world? Let me know if you have any questions or need any help.

Second Screen TV - Research

07/11/2014

Second screen walking deadPicture this.

It's been a stressful week and you're looking forward to a night of vegging out. The telly goes on and perhaps there is an adult beverage or two nearby. It's a scene played-out in many homes for nearly 70 years.  

Over the past few years a there have been a few changes in How we watch TV. 

On goes the TV set, you flip open your tablet and smart phone ready to watch. Only now you can chat with your friends about the show, play a few Walking Dead games and perhaps even buy that cute dress one of the actresses is wearing. Welcome to Second Screen TV and SocialTV. . 

A couple of weeks ago Joel Rubinson, President and founder of Rubinson Partners, Inc., and CivicScience took to the reseach road to learn more about second screen viewing. The results, which they shared with the industry, TV Viewing and the “Second Screen” – What Audiences are Doing with Mobile, Tablet Devices,  is a report based on the CivicScience data collection and research platform. Joel conducted the analysis and partnered in formulating the research questions.

Joel rubinsonJoel kindly agreed to answer a few questions and give us his views on the future of second screen TV and socialTV. 

Diva Marketing:  The Insight Report you did with CivicScience indicates that multitasking is the name of the game for 45% of respondents who acknowledged using a ‘second screen’ (smart phone, tablet or computer) while viewing traditional broadcast TV.  

It was also  interesting to me that 80%, were not engaged online with content related to the show. 

In your opinion is this a trend and if so, where does it leave content producers in terms of advertiser value?

 Joel Rubinson: Hi Toby, thank you for your question.  First, let me clarify that it is 45% of everyone watching TV who multi-task so it is actually a higher percentage of those who own an internet access device and watch traditional TV.

The fact that 80% or more of multi-taskers are doing so in unrelated ways means that media might have the wrong idea about what people want to do with the device in their hands. They are more interested in passing dead time than they are in enriching the TV experience. 

  • Will this change? Perhaps, but media will need to offer more enticing experiences to get viewers to engage.

The value of this research we did using CivicScience’s data is understanding that the current crop of synchronized tools are not yet substantially changing viewing behaviors. Yet media and marketers desperately want it to work because it would add value to media ad inventory and impact to marketer advertising efforts.  In the meantime, marketers should look for synergistic opportunities for their advertising on unrelated websites.

An exotic sounding but quite doable idea is for marketers to use real time bidding engines to bid for inventory at the precise moment that their advertising is airing on TV. Hence, if I’m seeing a commercial on Judge Judy and happen to be on a news site with RTB inventory at the moment, an advertiser could make sure I am seeing a display ad for the same brand.

Diva Marketing:  In the report there was mention of “synchronized second screen experiences.” Would you please explain the concept and the opportunities as you see them?

Joel Rubinson: Synchronized experiences refers to using your internet device in a way that is related to the TV program you are watching. 

This could be answering quizzes about what you think will happen to Rick in Walking Dead as he is face to face with a horde of Zombies (via an app for the show), or voting on Twitter for who should get kicked off American Idol or The Voice.

In contrast, unrelated multitasking is when I’m checking e-mail or messaging a friend on Facebook while watching a show.

I think the biggest opportunity is to build interest in real time viewing rather than recording the show on a DVR and potentially fast forwarding through the commercials.  Synchronized experiences only work in real time.

Diva Marketing:  How do you see the intersection of broadcast TV and online content being mutually beneficial for (1)  audience/ratings growth , (2) advertisers and (3) viewer experience  … or do you?

Joel Rubinson:

I believe that over the past 5-10 years all networks had to decide if online content was a threat to program ratings. 

  • I believe they all came to the same conclusion that online viewing does not cannibalize TV viewing appreciably and actually builds ratings indirectly by getting someone more into the show.

This has been presented by Alan Wurtzel the research lead at NBC regarding the Olympics.

Online content was mostly viewed by those who wanted to relive favorite moments and seemed to go hand in hand with more TV viewing hours, not fewer, for the Olympics. Overall, the great majority of video content is still viewed in real time on the TV even with 5-10 years of significant growth of DVR use and live streaming over the internet.

TV watching is still the 800 pound gorilla (or at least 720 pounds) but watching content online is also a reality, it is growing and all progressive media companies need to embrace it and make it work for them. 

The researcher in me wants to point out that one simple payback is realizing that the dot.com parts of TV networks have the ability to better track viewer interests via online digital behaviors, yielding first party data that can result in very powerful insights and promotional targeting.

Diva Marketing: Thanks Joel! I'm off to make sure my ipad, iphone and laptop are charged and I know the Twitter handle of the show. 

More About the methodology, CivicScieince, Joel Rubinson and Partners

CivicScience is the provider of the real-time polling and consumer insights platform used by Joel Rubinson in this study. The second-screen questions were added to thousands of other questions running through the CivicScience polling platform and published via hundreds of web and mobile websites, and the data from the anonymous respondents were aggregated and mined using automated data science technology.

CivicScience's platform is used by consumer brand and media clients to quickly and deeply understand consumer sentiment and behaviors. 

Joel Rubison is President and founder of Rubinson Partners, Inc. marketing and research consulting for a brave new world and a member of the faculty of NYU Stern School of Business where he teaches social media strategy. Started in 2010, Rubinson Partners, Inc. (RPI) has already helped position several clients for success in a digital age. 

Fourth of July - Peachtree "Community" Road Race

07/04/2014

Peachtree road race startIn the wee hours of the morning traffic challenged Peachtree Street in Buckhead (Atlanta) experiences a few quiet hours before the mad rush hour/s begin.

But not on the Fourth of July.

Today the 45th Peachtree Road Race brought out more than 250,000 (60k official runners) people who woke up the city to take part in the world's largest 10K race.

Unlike it’s cousin the Boston Marathon, The Peachtree, as it's fondly called, is not just a race for runners or even joggers. It’s a community experience where generations of family and friends often walk together to celebrate life.  Even for the people on the sidewalks who cheer on the runners, The Peachtree takes on a carnival atmosphere.

For many, like my pal Joe Koufman, founder of AgencySparks, it’s become a tradition. With race number 12 completed (note Joe's 1-2 fingers!), I asked Joe Why he continues to run The Peachtree. Peachtree Road Race Joe Koufman 2014

"The Peachtree Road Race is more of an experience than a race.  The sights, sounds, smells, and feel of the race make it spectacular.  

 Some of the highlights for me are walking to the MARTA station when there are few people setting up and the police are patrolling the course, then packing into the train like sardines with sticky runners, the costumes (this year I saw Hulk Hogan, Beer Maid, a banana, marching band in Speedos, and others), the official (and unofficial) bands every mile, and the thousands of spectators each celebrating the day with their unique styles.  

I am never really trying to get a personal record (though I do train and run hard for the Peachtree).  I like to soak in the entire experience."

A much anticipated part of The Peachtree tradition is the t-shirt that goes to all official runners who complete the race. The t-shirt design is a ‘crowd sourced’ voting competition.

The 2014 Peachtree Road Race t-shirt was created by James Balke.  James is a two-time winner; his first was for the 1997 race. By the way, did you know there is even a book about the history of the Peachtree Road Race T-shirt?

Take a look at both of James’ designs.

Peachtree road race t shirt 1997 2014

Notice any similarities? The 1997 t-shirt includes multiple Peachtree street signs while 2014 is a detailed map of the race.  Although very different styles both represent maps and direction of Atlanta. Both represent the values of the race.

4 Lessons learned From The Peachtree Road Race

1. The brand can create a framework but it is the community who builds community. The Atlanta Track Club set the rules and the course for the Peachtree Road Race.

2. Execution of similar concepts e.g. tactics can take on very different results .. and that can be a  good thing. James Balke’s  designs demonstrate foundational concepts can produce distinctive outcomes.

3. Tradition plays a role in setting expectations and repeat ‘buy.’ People look forward to running the race year after year often with the same friends and family.

4. Little things make a BIG difference and become a customer thank you/reward. The Peachtree Road Race T-shirt is a treasured prize for finishing the race.

Happy 4th of July!

7 Tips To Rockin' Facebook Engagement A La Frank Somerville

07/03/2014

Frank Somerville _Facebook 7_3_14During my time heading social media at Cox Media Group I had the pleasure of working with some great folks.

There was a special journalist, from California Bay Area KTVU, that was an inspiration when it came to understanding the importance of social media, how to build community and the critical nature of engagement ... especially on Facebook.

Frank Somerville, main news anchor, topped 100K Facebook Likes; in fact as of this moment he has 120,059k Likes. As anyone who has built out a social network page can tell you this is no small feat.

However, as we also have come to understand, Likes without engagement are simply a bunch of numbers. Left alone Likes do not necessarily lead to significant shares, community or brand loyalty. Which makes the extent of engagement Frank has nurtured even more impressive.

How did he do it? Why did he do it? And how does it relate back to the brand? Frank tells his back-story in this video interview.

Frank's 7 Tips To Succeed In Social Media

1. Be Authentic

2. Be Honest

3. Let people see who you are behind the camera… or behind your 'business face'

4. Respond to people

5. Don't follow all the rules...take a risk. This is new stuff don’t be afraid to experiment.

6. Try to find your own way and what works for you.

7. If people like you it will carry over to your brand creating a win-win-win (for your customer, the brand and you).

And I'll add one more ... have fun! It is quite evident that Frank is having a great time. The energy carries over to his relationship with the community and back again to their involvement with Frank and with each other.

Any brand, media or not, can benefit from Frank's insights. The video is worth a click and a watch.

Frank - congrats! Well deserved.

Social Share Shopping Dance

05/08/2014

Mobile shopping

The interweb and smart phones forever changed how we buy, what we buy, where we buy .. and who we take along on our shopping adventures. 

What makes social shopping work is something so simple but at the same time it’s often a challenge for brands to achieve. The Social Share. Sounds like the next viral video dance!

One of the new ways to shop is taking your virtual entourage along. Your friends can be part of your shopping experience for seconds, a la SnapChat, or participate in in-depth discussions in Google Hangouts.

For some folks social shopping is an amazing adventure. Still don't know if it's really worth the extra money for the souped up camera?  You have a way to bring friends, as the marketers might say, into the purchase decision. Girlfriend, are you in a quandary about which cute dress to buy? Through a few Snapchat photos of you modeling the potential new dresses you might justify buying them all! 

If after their real time feedback you still can’t decide you can always create a Pinterest board, post on Instagram or start a Facebook or Twitter conversation. Upside:  lots of opinions. Downside:  lots of opinions.

If you can’t find the right ‘expert’ feedback from your family and friends, well there’s always the kindness of strangers. Odd as it seems, review sites like Yelp (www.yelp.com) influence purchase from the very important, your 27th pair of black shoes to the mundane, which dryer to buy. And then there is something in the middle .. Jelly a mobile app "knowledge search" from Twitter Founder Biz Stone. (It's my new favorite time suck.) Jelly combines your social network and your friends' network. 

Retails both online and offline are launching mobile apps to complement our digial shopping experiences. Reseach from Internet Retailer indicates that in 2013 consumers on both major mobile platforms increasingly relied on mobile apps as part of the shopping process.

For others on-going opinions and reviews are a confusing maze of babble often resulting in a digital nightmare. Add to the mix input from brands and you have an over abundance of expert opinions.As Jimmy Fallon might say, “ew!”

Online and offline worlds collide in creating an important 360’ customer experience. For brands that have not built a digital community of people who will pass along reviews, photos, videos to their friends, social media is just another distribution channel. I ask you... why bother to invest resources in something that your website should accomplish?

Social Savvy Tips For Brands: It’s critical to monitor what customers and prospects are saying about their entire shopping experience from digital, in-store and of course the product. Often overlooked are hidden insights in comments on your own social platforms.

  • With those insights gained take action beginning with thanking your customers for sharing.

Social Savvy Tip For Customers: Before you take out the plastic to make a major purchase read reviews from multiple sources. A Twitter search on a brand may turn up some interesting insights too.  So many opinions, so little time.

How do you do The Social Shopping Share Dance?

How To Create "Now I Care Stories"

03/13/2014

Those who tell the stories well shape our lives.

Max reading Sybil's share of mind share of heart
Often stories are as much about the people who tell them as they are of the story itself. In 2014, websites, blogs, social networks influence how we tell and pass along our stories. We might even add videos, podcasts, an infographic or graphic or two. 

"Those who tell the stories also hold the power." "Those who tell the stories rule society." "Those who tell the stories rule the world."

These three quotes have been attributed to both Plato and the Hopi American Indians. Quite obviously they were worlds apart separated by thousands of miles not to mention centuries of time. The universal truth remains dead right .. The influence of the story teller can be life changing. 

For the past 18-months I have worked among and with professionally trained story tellers .. call them journalists or reporters. It's their job to identify, research and tell the most significant stories of our society. Until just a few years ago their stories were the only way most of us learned what was happening in our world. Then the digital world entered and changed the game .. for them and for us.

In the digital world traditional media (radio, TV, print publications) and brands share several common challenges. One of the most significant is the expectations of our audiences/communities for on-going content for our websites, blogs, social networks.

No longer can traditional media tell stories only on the 6p news with perhaps a repeat at 11p. To remain competitive content must feed hungry digital assets (websites, blogs, social networks) multiple times a day. That's a whole bunch of new stories .. or stories with new perspectives.

Oh and those stories must satisfy a digital audience whose interests and attention span may differ from what they want from the legacy product. 

The challenges of our traditional media friends are not so different from what a B2B, B2C or nonprofit brand encounters. Brands must also provide the content or stories that are relevant to their audiences/community. In the digitall/social media world the prize is the same .. The Share. If we don't create for the share and interaction social media is just another distribution channel. And I ask you .. why bother?

  • What I learned from my media friends is that stories are everywhere. The secret is to look behind the ordinary.

In one morning pitch meeting (where reporters present ideas for stories they want to cover) that I attended a smart news director said something that shifted my thoughts about telling stores in social media. A reporter was pitching Matt Parcell, WFTV. Matt listened as she presented a series of different angles of a story. No. Nope. That's not it.

  • Finally he nodded and said, "That's it. Now I care." 

The digital/social media world levels the playing field and we find ourselves completing with both brands and media for the golden moments of customer attention. Sometimes those are the same stories.

Social media has been around long enough to know that the stories you post can't be self serving. We've learned to find content that adds value for our audience/customers/community. However, value-add stories have become the price of doing business. 

What content gets the most shares and engagement? Stories that go a step beyond value-add to "Now I Care." Think about it. 

7 Tips To Create Now I Care Stories

1. Know your digital audience's profile .. it may be different then what you think opening doors to a new segment

2. Understand how to use each digital medium to its advantage -- what works on Twitter may not be the same for Facebook. Creating original video is a world unto itself. 

3. Begin your content creation with the question -- "Will my customer care?"

4. Track and analyze the social shares and interactions -- Identify a few tools that track social media analytics. Social Media Today Post by Pam Dyer offers 50 tools!

5. Review what your competiton is doing -- Look at the posts that receive the most shares and interaction

6. Test new ideas -- social media/digital brand content/stories are still a new frontier 

7. Images and video -- include graphics and video we're living in a visual world

Toss of a pink boa to BBF Geoff Livingston and the XPotomac peeps, Shonali Burke, Patrick Ashamalla who kindly invited me to present at their fantastic event a few weeks agon. This post is based on my talk. 

Max is reading Sybil Stershic's book Share of Mind Share of Heart.

Toby XP _1 (2)

Seems appropriate to end this with what veteran news camera man and uber cool dude, Jim Long said at XPotomac - "Tell me a story .. make me feel something." B2B marketers - no excuses you can do it too!

Social Media - Courageous Miracles

12/25/2013

Miracle on 34th street"We'll be known as the helpful store. The friendly store. The store with a heart. The store that places public service ahead of profit. The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before."

Nope, it's not a new innovative social network strategy (that would be a miracle of miracles!). In the classic film, Miracle On 34th Street, Mr. Macy took chance on a different way to conduct business.

Customers would not be coerced into buying what they did not want; however, the real courage was if another store had a better or less expensive product Macy's would refer customers there. 

Fast forward 66 years. It is now 2013, and as we close out this year, we face similar challenges of how to provide value for our customers. Technology can be the gift that opens the new digital door to an exciting way to build relationships with customers .. if we can be as couragous as Mr. Macy.

Pull off the pretty red bow and you'll find social networks with funny names like blogs, Twitter, Facebook, Foursquare, Google+, LinkedIn, Instagram and Pinterest. It's a world where to succeed we have to go beyond a one-off sale to opportunities where three entities: company, employee and customer create the brand experience together. That takes courage. 

The miracle of social media is its impact reaches beyond just one customer. Digital relationships with the people who are the heart of your brand, both customers and employees, can set off a unique chain reactions.

My favorite act of couragous miracle making this season is from the Canadian airline Westjet that surprised passengers with presents that they wanted (not swag from the airline). Video is well done and worth a watch.  

  • Continuous listening -> learning -> understanding -> results in trust ->  leads to loyalty -> leads to the cash register bells ringing. And every time a cash register bell rings a marketer gets a bonus or gets to keep her job (!) .. oops wrong film.

Corner grocery store digital relationships that are build not only with you and your customers, but among your customers and your employees could never have been imagined when Kris Kringle entered Macy's Santa Land in 1947. However, even as we approach 2014, for many organizations open conversations still seem like a Miracle on (insert organization name here) or like the ghost of Xmas future (oops wrong movie again.)

The plan sounds idiotic and impossible... consequently, we'll make more profit than ever before.

As we begin 2014, technology developments spin even faster taking digital business into areas that were impossible in '47 or '57 or even '2013.

Imagine a digital destination where you can include your review of the product, service or customer care that influences your or your friends' buying decisions.

Imagine a digital destination where you can talk to a brand employee who doesn't respond with a scripted answer.

Imagine a digital destination that allows for product and service customization.

Imagine a digital destination where you can start a conversation with a real person about what matters to you regarding a product or service.

Imagine a digital destination where you can actually help change the direction of a brand before it's even launched.

Imagine multiple digital devices from mobile to tablet and computer to wearable. How will you create unique content for all that is relevant? How will you respond on mulitple channels?

Imagine a digital destination where you can chat with people about their experiences and learn from each other .. in real time during your shopping experience. The result is smarter purchases.

Imagine an authenitc conversation, in real time, with your favorite actor, politician, author or reporter who responds to your comments not with platitudes but with thoughtfulness and courage. 

Imagine an authentic conversation with your senior managmenet or an admired corporate executive where ideas are transparently exchanged. 

Imagine an organization that works in partnership with its customers and employees to create a brand experience that is relevant, innovative and imaginative across multiple devices.

Imagine an organization that places its customers in the center of all decisions. 

The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.

What a funny world we live in. It's interesting to compare a 1940's film, where finding solutions to customers' problems was perceived as unique, to 2013 where finding solutions to customers' problems is considered ingenious. 

The techniques may have changed. New buzz words may be added to the mix. Bells and whistles may be a little louder. However, after all is said and done, the premise remains the same:

-Listen

-Understand

-Add value

-Do what it takes to go the extra mile to delight your customer

I believe that as we learn how to use social media it will change how we conduct business .. leading to  creating an environment where people truly matter. And that my friends, is as courageous and innovative as Mr. Macy's Miracle on 34th Street.

The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.

Max_dec_07_1And with that Max and I wish you a very merry holiday!

A classic Diva Marketing Holiday Post. 

Thank You Wayne Hurlbert

10/21/2013

Wayne hurlbertMy mind is still a jumble of thoughts. My heart wounded and broken. I've written this post a dozen times in my head but nothing seemed quite right.

So, I decided to go in a direction that he would have liked. To tell the story in a way that will help others understand what matters in this world we call social media. 

Last week when I was walking Max I popped into email and a message from Marianne Richmond almost caused me to drop my iphone (again!). The social web was a buzz with the passing of a dear and much admired gentle soul -- Wayne Hurlbert. Who was Wayne Hurlbert?

In my world ... Wayne and his mom were Max's orignial social fans. Wayne was one of my first BBFs (best blogging friend). I called Wayne (along with Paul Chaney) a true gentleman of the social web. 

Questions -- Can you call a person you never shared a meal, had coffee with or met face-to-face a "friend?" Perhaps there were phone calls, Skypes and emails. However, can you build a "real" relationship when a significant part of your exchanges are on the social web in blog comments, tweets, Facebook posts?

Many folks will remember Wayne for his innovative music tweets and and art posts.  Wayne Hurlbert_ Music Tweet

For me, Wayne and I shared another passion. We believed that blogs, and then social networks, could impact the way business could be conducted with honesty, openness, and transparency.

  • Did you notice those are the words (honesty, openness, transparency) used when describing the blogoshere? - Wayne Hurlbert

One of Wayne's core business beliefs was the importance of business ethics. Several times he graciously shared his views with me to include in Diva Marketing.

I had the honor of being Wayne's first guest on his acclaimed BlogTalkRadio show, Blog Business Success. It was Wayne who encouraged me to launch a BlogTalkRadio podcast. Wayne, along with Jeneane Sessum, were my first guests on Diva Talks with the show The Ethics of Social Media

  • Every action that you take and everything you do should be made with fair treatment helping others in mind. - Wayne Hurlbert

Wayne also kindly contributed his thoughts about ethics to Social Media GPS an eBook I wrote based on 40 Twitter interviews. In Chapter Four, Social Ethics, Wayne and Mack Collier answered this question: Ethics in business is the hot news topic. In SM we struggle with what is black, white and gray. Why is that? 

  • SM is about trust&trust must be earned. Once lost trust is hard to recover. In SM there is no second chance to recover it. - Wayne Hurlbert
  • Using tricks & tools to get more SM followes may add numbers but without engagment&trust, raw numbers mean nothing - Wayne Hurlbert

Ironically, the last question I asked Wayne on our BlogTalkRadio show was -- What do you want people to say about you after you write your last post or your last tweet? 

  • That I helped people as I set out to do when I orignally started my post. - Wayne Hurlbert

His response underscores what his friends know to be true. Thank you Wayne for the help you selfishly gave keeping true to your philosophy of putting others first.

And I suppose that brings us full circle to the question can you create "real" relationships in social media? The relationship I shared with Wayne touched my  heart and added value to my life. It doesn't get much more real than that girlfriend.

Note: 10/24 8p Eastern BlogTalkRadio will host a tribute to Wayne. 

Social Media "Pioneers" Tell Why

08/01/2013

We came, we saw, we kicked its ass. ~ Ghostbusters

Crowd sourceJust One Crowd Sources Question

Recently many of my social media conversations seemed to be about the perception that social is a young person’s game. Perhaps that’s true to an extent as the Pew 2012 Demographic report indicates.

However, many of the people who began exploring social media 7, 8, 9, 10, 12 years ago were 30+ when they/we started working in this industry. At the time we stepped into what was fondly called, The Blogosphere, it was an unproven direction to take business communications.

In fact, some companies thought we were a bit crazed to encourage brands to embrace concepts like transparency, authenticity, honesty and the most radical of all … customer-to-brand, peer-to-peer conversations in public forums.

I was curious to understand why the people, who I think of as the "real people" pioneers of social media, took a leap of faith to work in a field that skeptics and pundits said was just a fad. So I reached out to a few folks from across the globe to discover their reasons for Why.

Some of the Whys

Business Applications - Several people saw blogs in a purely business context --a competitive advantage, opportunity to speak directly to customers and stakeholders, new avenue to expand networks and connect with industy thought leaders, easy way to share (business) information, 

New Challenge - Other people liked the challenge of something new and wanted to experiment.  Some realized that blogs could shape opinons beyond the influence and gatekeeping of traditional media .. they saw blogs as way to empower people.

Personal Expression - Others wanted to share not only information but their opinons. For other the satisfaction of personal expression influenced them to explore blogs. 

Anita Campbell, Small Biz Trends - To set my business apart and gain national visibility. Blogs were the ticket to that.

Neville Hobson, Communication Consultant - Partly for that very reason: unproven, often risky! Mostly, though, to try and figure out what blogs were and what they could do in business. Today social media is pervasive and mainstream awareness is very high.

It's a double-edged sword in business, requiring deeper understanding of and sensitivity to people's changing behaviours and the complexities of those changing behaviours in a workplace setting. A constant learning experience.

Nettie Renyolds, Nettie Ink  - I was totally enthralled with how the new communication tools were going to educate and empower people online. I was also writing the Professional PR blog for Allbusiness.com. I was so  blessed to get to try out these tools even in infancy.

If anyone who is under 30 and working in social media believes that everything they are using now will apply in the same efficacy as it does in the next 24 months -they are misguided.

These tools are ever-changing so every tool and every piece of communication must first establish context and then the best tool to use is secondary. Also - keep your website as your central anchor!

Elisa Camahort Page, BlogHer - I started as a personal blog. I reviewed movies, theatre, books, and restaurants, among other personal observations.

Once I shared a restaurant review with some colleagues and saw that review spread across my network and encourage dozens of people to try that restaurant I had what I call my "peanut butter chocolate" moment about how blogging and online community was a natural communications and marketing channel.

I really thought the ability to speak directly to your customers, readers, audience, etc. was an opportunity that organizations should not pass up. And even my early experiments in marketing via the social web channels that existed at the time (pre-Facebook, pre-Twiiter, etc.) showed immediate and quantifiable promise. Some-ppl-are-old-at-18-and-young-at-90_by-DustBurst_via-groovypinkblog-300x224

Rajesh Lalwani, Blogworks - As a student and practitioner of public relations and communication, I saw the emergent change where organizations and stakeholders could engage directly; where the role of shaping opinion and influencing purchase would no longer be limited to mainstream media, but everyone; the changed dynamics of a world where news would be disseminated first by people on the street.

I could see it clearly that this will change how communication, reputation, marketing, customer service, research, content had worked thus far. I felt this was my opportunity to participate in the future of everything brand and I jumped in. I didn't think this was risky. I was clear, this would be mainstream

Merrill DuBrow, M/A/R/C Research Someone very smart (you - Ms Bloomberg convinced me to blog - said it is critical to buisness and yes you were right.

Yvonne DiVita, BlogPaws, Lipsticking  - I joined in 2004 and it gave me immediate results. I was connected to people in the business world that I would never have known about, before using a blog.

I started blogging because my partner had learned about blogging in his college course (adult learning) and thought it was a fantastic tool to connect people from all over the world. And, he was right. It connected me to dozens of people in the marketing world I was just then venturing to enter.

I think the younger folks can learn a lot from us 'old timers' - including how to bring tried and true business practices to a social media world. And, we can learn a lot from them - such as learning how to apply some of the new tools being invented. This shouldn't be a "them" or "us" kind of thing.

It should be an open conversation about life. Isn't that what blogs and social media are all about? And, isn't that how you build connections?

David Berkowitz, MRY - I got into digital media because I wanted to write and not be a journalist in any traditional sense. Before I was blogging in 2004, I was already writing a lot for eMarketer (my full-time job), and then started contributing to MediaPost.

Blogging was a natural extension, especially when I decided to focus more on establishing my own voice through my blog. After the fact, I came to appreciate the community of bloggers that I was part of just by blogging.

B.L. Ochman, Whats Next - I had been publishing a print newsletter called What's Next and then moved it online to my website as a weekly. When it became possible to switch to a blog, I didn't hesitate for a second.

Started in 2002, and only took that long to blog because it took me a long time to find a designer who could create it to have the same design as my website. I wanted a graphic identity for my content.

Paul Chaney, Chaney Marketing Group - It was an outlet for personal expression, and a way to scratch my writing itch. My first posts didn't have to do as much with business, but that's the direction it turned pretty quickly.

Brendan Hurley, Goodwill of Greater Washington  - When we launched our social media/blogging initiatives in 2007, research data supported the fact that at the time it was a medium dominated by a younger audience, and that's who we were trying to reach and influence.

Our adoption was purely a strategic business decision. However, we didn't go about it without some due diligence. We consulted with Geoff Livingston, a well-respected social media expert, who helped us develop a comprehensive and integrated approach.

Social media is a powerful tool and has become a critical and growing component of our overall marketing strategy. But in most cases, I still recommend taking an integrated approach. Even Zappos is using TV...

Brent Leary, CRM Essentails - Just was looking to share my thoughts and experiences in the CRM industry.

C.B. Whittemore - Opportunity to experiment and explore firsthand with online tools when every sign I came across said that marketing and business would head that way. I could do it on my time, at minimal cost other than my time. Plus, the more I got involved, the more cool smart people I came across - with Diva Toby being one of the very coolest. 

Barb Giamanco - My background is in technology, so I saw these tools as the next evolution of technology to support business processes.

It isn't about age. It is about attitude. Social media isn't a young person's game - whatever that's supposed to mean, and I think that the people who say that are using it as an excuse not to learn new skills.

These new technologies and approaches impact business in the same way that fax machines changed up business. So did being required to know word processing or how to use presentation software. People resisted computers.

They said we'd never do business using email. They also said that people wouldn't purchase products over the web and that mobile phones wouldn't be a big deal. THEY were wrong and still are if they think that social media is a fad.

Kevin O'Keefe, Lexblog - To help people, specifically to help lawyers understand how to use the Internet in a way that could enhance their reputations as a trusted and reliable authorities.

Marianne Richmond - At first it just seemed so incredible to be able to connect directly online with thought leaders, true experts and people working in same business. Then the light bulb went off that businesses could connect directly with consumers and vice versa.

Drew McLelllan, McLellan Marketing Group - I was curious -- and it seemed like the right time to jump in. It was new, everyone was making mistakes so I was free to experiment and explore, knowing that others would be forgiving if I wasn't perfect at it.

There was also a professional necessity. I own an agency and knew our clients would be need to consider social media as an option. I couldn't counsel them if I wasn't fluent myself. Rather than read about it or watch it, I jumped into the deep end, launching a blog and creating a profile on all of the major platforms of the day.

Des Walsh, Business Coach - In 2003, there was a convergence of my enthusisam for networking, my keen interest in communication technology (for communication's sake, not so much for the technology itself) and my then new involvement in coaching.

At a coaching conference in San Francisco early 2003 a session "become an e-celebrity through blogging" opened my eyes to blogging as a way to promote my coaching business beyond my relatively limited circle in Sydney, Australia. As I went on I learned more about blogging and became an evangelist for business blogging.

Too many mature age people see bloggng and social media as being about technology. For me it is about people and communication. My life has been immeasurably enriched through the friendships I have made worldwide through social media and my business has benefited continually from my engagement with and knowledge of social media

Sybil Stersjic, Quality Service Marketing - I developed my business blog to share and further develop my professional passion for employee-customer care. My blog also gave me a web presence since I did not have a website at the time.

Jane Genova, Executive and Marketing Pro - It got me into the "conversation" without having to be admitted by the gatekeepers (editors) in media. I had a hunch that there were others like myself who wanted to be in and be able to bypass the gatekeepers. Stay with what's working. Be aware how your medium is changing. Change with it.

Shel Israel, Author -  Are you aware that I spent about six months in 2011 writing a book called Pioneers of Social Media? It never found a publisher, nor did I sense a groundswell of interest that would have made me willing to take the risk to self-publish. 

Anyway, many of the pioneers are my age, we are 60s kids who believed in power to the people and transparency and lots of sex. Some of them, A few include Howard Rheingold, host the The Well, first online community; Randy Farmer, co-developer of Habitat, first use of avatars, so that you could have an online presence, Dave Winer, father of the blog, RSS and more, are all from the 60s. Each had an interest in using technology to empwer people through networking.

I am not a pioneer of social media. I'm more like a witness. I was in the right place at the right time to see the revolutionary aspects that social media promised. These people were talking about improving the structure of a global society. I doubt that any of them ever envisioned cute cat photos.

I remain, a camp joiner more than a pioneer. I like to write about people who see how technology makes life, work, health, learning, entertainment and communications better.

The technology of the pioneers has done much to change the world. But I'm not sure the current trends are what they had in mind. It's pretty much like when television came in in the 1950s and NBC's Sarnoff dreamed of opera for the masses. Around the corner, Bill Paley, was formed CBS. He looked at Sarnoff and said "screw that shit. We'll give them I love Lucy and sell cigarettes. Guess who won?

~ and me. I launched Diva Marketing in 2004, because my friend Dana Van Den Heuvel told me I had no credibilty talking about blogs, in training programs, unless I was actively involved. Diva Marketing was to be a way for me to learn. I had no intention of keeping it going for more than a few months.

Almost as soon as I wrote my first post people reached out to welcome me to the blogosphere. I  quickly realized this wasa far different world than websites The potential to build and nuture relationships and talk directly to customers in this funny thing called "comments" was the missing link of the business internet. So I stayed .. and as they say, the rest is history.

Update

Beth Harte - I jumped into corporate social media in 2006 (it wasn't even a term then). I saw it more of an extension of PR than marketing. It was a tough sell back then.

Pink boaToss of a boa to these amazing people who were among the first to set the wheels in montion for an exciting new way to bring brands, employees and customer together. 

Anita Campbell - Small Biz Trends @Small Biz Trends Began blogging 2003 (USA)

Barbara Giamanco - @BarbaraGiamanco Linkedin  Began blogging 2004 (USA)

Beth Harte - The Harte of Marketing @BethHarte Began blogging 2006 (USA)

B.L. Ochman Whats Next Blog Pawfun Blog  @WhatsNext Google+ Y2006 (USA)ouTube Whats Next Blog  YouTube Beyond Social Media Beganblogging 1996 (USA)

Brent Leary - Brent Leary.com @BrentLeary Began blogging 2004 (USA)

C. B. Whittemore - Simple Marketing Now  Simply Marketing Now Blog @CBWhittemore Began blogging 2006 (USA)

David Berkowitz - Marketers Studio Blog About David Berkowitz @DBerkowitz @MRY Began blogging 2004  (USA)

Des Walsh - DesWalsh.com  @DesWalsh Began blogging 2003 (Australia)

Drew McLellan - Drew's Marketing Minute @DrewMcLellan Began blogging 1999 (USA)

Elisa Camahort Page - BlogHer G@ElisaC Began blogging 2003 (USA)

Jane Genova - JaneGenova.com Law and More Over 50 Began blogging 2005 (USA)

Kevin O’Keefe - LexBlog  @KevinOKeefe  Began blogging 1996 (USA)

Merril Dubrow - The Merrill Dubrow Blog  @MerrillDubrow Began blogging 2006 (USA)

Marianne Richmond - Resonance Parntership @Marianne Began blogging 2005 (USA)

Nettie Reynolds - Nettie Ink LinkedIn  @NetReynolds (1999) (USA)

Neville Hobson - Neville Hobson.com @jangles  Began blogging 2002(UK) 

Paul Chaney - Chaney Marketing Group @PChaney Began blogging 2004 (USA)

Rajesh Lalwani - BlogWorks @RajeshLawlani  Began blogging 2005 (India)

Shel Israel - Shel Israel on Forbes Facebook LinkedIn @ShelIsraelegan blogging 2005 (USA)

Sybil F. Stershic - Qualty Service Marketing Quality Service Marketing @SybilQSM Linkedin LinkedIn (USA)

Toby Bloomberg - Diva Marketing Blog Pinterest Bio Board  @Tobydiva Began blogging 2004 (USA)

Yvonne DiVita - Lipsticking @lipsticking BlogPaws @Blogpaws Began blogging 2004 (USA)

Just One Crowd Sourced Question is an on-going series that taps the knowledge, experience and yes opinons of people who believe that one of the core values of social media culture is learning together.

What Is Your One Big Truth About Social Media?

05/13/2013

The truth is like the sun. You can shut it out for a time but it ain't goin' away. ~ Elvis Presley

Crowd source
Just One Crowd Sourced Question 

Twitter, Facebook, Linkedin, Pinterest and other social networks changed how we think about "social media" from those long ago days of the blogosphere. However, I wondered if the "truths" of social media also changed. 

Is social media still about people-to-people conversations or is monetization the focus? Has social media become a ghost writer's paradise or is transparency still critical? What does authenticity mean in 2013?
 

Just Once Crowd Sourced Question is a Diva Marketing series where the community shares their insights on a specific social media issue.  One truth that still remains consistent even in 2013 .. social media is about learning together.

What Is Your One Big Truth About Social Media in 2013?

Jack Yan. I think social media are changing forms.

I go to my Facebook feed and I see links. This could be the new Digg (something I’ve said for years). I didn’t come here to see links, I came here to share and see what my friends are up to. Facebook is too busy monetizing and breaking its own features, too, which doesn’t help. It’s buggy as heck. It has zero user support.

So to get those people-to-people connections, I have to go to Instagram, where the “conversations” (via photos) are just that more authentic. I don’t see that on Pinterest or Linkedin. But if I am sharing on Instagram, then something’s got to give.

Twitter, once so open, has become a closed-minded place—it’s not helped by Tweetdeck, which crashes like crazy now, and Metrotwit doesn’t handle multiple accounts. I know there are other tools, but my point is that things aren’t all running in Twitter’s favour any more. So if I have good tools to use for Instagram, then why should I bother with Twitter?

Tumblr, which I always thought was a blogging platform, is still a neat insight into our preferences and how we think. In that way, it has a social connection for netizens. Plus it has reached 100,000,000 users—and staff can still send personal replies, responding to bug reports and other enquiries. Facebook, Yahoo, Google and others have a lot to learn from these guys.

Social media are still about people-to-people conversations. We had those conversations with Vox between 2006 and 2009, which predated Facebook with sharing to different audiences. Transparency is still important.

I don’t think these definitions change—just that the sites that once hosted them are not what they used to be.

@JackYan JackYan.com

Nettie Reyonds. I would say that this year the big and necessary truth is for social media to stop taking itself so seriously.

It's not what it has been hyped up to be and people need to employ the social media economy of effort - meaning use the tools to connect with your customers on a real basis - make that effort and your company will benefit long- term much more than it would mired in hype, haste and hastily pushed out disingenuous content!!! ~ @netreynolds Nettie Ink

B.L. Ochman. My one big truth about social media: it continues to be my most important source of news and information, and it continues to baffle most companies. Wait! Is that two thruths?!  What's Next Blog PawFun  @whatsnext 

Judy Mod. We believe social provides a lens into the world of our buyers and continues to transform the way buyers go-to-market to solve strategic business problems.

The problem we are focused on solving within the Social Executive Council is the shift from vendor-driven to peer influence is marginalizing vendors as buyers demand to be empowered with education on the problem definition before they engage for education on solution differences.

How do we arm buyers in the market to operationalize their problem diagnosis to reach them early enough to be a trusted advisor in their buying process and throughout their life cycle as a customer? This shift and our lack of market visibility because of the noise and barriers to buyer adoption are having a significant impact on every aspect of our business performance. ~ @JudyMod

Anonymous. You don't have to be on every form of social media just the ones that work best for you and your business. 

Michael Rubin. It's ultimately still about people. Technology's the tool, social media's the rocket fuel, people are the soul. ~ @merubin  MichaelE.Rubin.com

Tanya McGill Freeman. I think it's absolutely about people-to-people conversations...now more than ever!

People do business with people that may represent companies but not really just the companies themselves as a whole. Therefore the act of authentic, real engagement is so incredibly important. We tend to do business with those we know, like and trust, and social media provides a very effective way to establish those bonds and maintain them. @D_Sophisticate

Kelly Dovovan. social media is still about one-to-one or one-to-few conversations, but social media networks are making that harder to do as time goes on.

Facebook admits that they show a Page's posts to only about 16% of that Page's followers' news feeds. You have to pay if you want to send a direct message to your fans, too.

Both Facebook and Twitter have started cluttering users' news feeds with ads and sponsored posts/tweets, making it harder for users to notice your posts.

LinkedIn seems to be the least commercial platform, but surveys show that people online spend only about 2% of their social media time on LinkedIn, so your conversation better stand out for the moment when someone in your LinkedIn group actually logs into that network or you will miss them.

Our challenge in 2013 is to meet users where they are and position ourselves as someone worth actively following.

~  @HurriGator

Anonymous. Simplicity. Simplify it.

Toss of the pink boa to all who generously shared their truths.  Pink boa

 What is your one Big Truth about social media in 2013?

Read More Just One Crowd Sourced Questions

How Do You Build B2B Relationships Using Social Media?

How Do You Take The Fear Factor Out of Social Media?

How Do You Put Soul Into A Blog Post?

Why Don't People Get Social Media Is Not A Private Conversation?

What Is Your One Tip To An Agency/Freelancer Contracted To Be The Voice Of The Brand In Social Networks?