The SQUARED Root

Archive for September, 2008

Hit ‘Publish!’

Posted by Stuart Wade on September 30th, 2008

It’s my first blog entry! Wish me luck.

Something good’s bound to come of it, especially if it’ll get me in the habit of sitting down to write just 500 words every so often.

Consider Graham Greene, who wrote this exact amount daily, in such a precise manner that he would actually stop in mid-sentence if he knew he’d reached his quota. Often, in Greene’s case this would occur before breakfast, leaving him free to use the remains of the day to do whatever he pleased.

(So: 500 words a day, right? That’s 2,500 words a work-week, 10,000 a month. If you can do this, in just one year (voila!) you will have written 120,000 words, sufficient for a nice-sized novel. And you’ll have had your weekends free.)

OK, granted, there are some fearsome talents out there–writers who can effortlessly combine prose and plot, who “see” the story faster than they can write it.

We were talking about blogging here…

And there are others – like Steven King — who’ve been quoted as saying, “When the words flow, it’s like taking dictation.”

King also says in his memoir, “On Writing,” you can make a good writer better; you just can’t make a bad writer good.

I’d amend that, for the times — and to get this blog entry finally to the point! — and say this instead:

Hit “Publish.”

In the Web 2.0 era, where publishing your work has never been easier nor more immediate, sharing know-how happens instantaneously.

All you have to do is press the button. Just sit down and bang out some thoughts – whether anyone sees it or not, you’re going to benefit in any number of ways.

I have a perfectionist friend named Peter — a real person working in newspapers whose name’s been changed to protect the innocent, and who’s also a gifted fiction writer.

But he hasn’t written anything in years. That’s because Pete suffers from an acute fear (I jokingly refer to it as The Pete Syndrome, but it is very real) of producing less than his best or most clever effort, always.

So to escape this problem, he procrastinates. The clock keeps on ticking.

(Unburdened by a defined style or voice, I can just sort of bang out copy while Pete, a borderline genius, labors.)

Finally, when there’s enormous friction and no time remaining, he coughs up some flawed masterpiece that blows away his peers. Yet he is miserable. Pete’s throwing away his gift, and we’re the ones suffering.

The quickest route to getting better at anything is to just do it, to practice the fundamentals.

No, it doesn’t mean that, to improve one’s writing skills one should read a lot of books on grammar or style

(although that couldn’t hurt), but it does call for writing more — and reading more.

So here’s the message of a rambling first foray into the blogosphere:

Lose your fear. Grab a chair and join the conversation.

Just keep your fingers moving on the keyboard.

And hit “publish.”

And hit “publish.”

 

The Communications Revolution

Posted by Mike Chapman on September 26th, 2008

I have sometimes characterized social media as a revolution in communications. While that may be a bit of hyperbole, social media and online social networking are certainly providing a multitude of new opportunities for two-way and multi-directional forms of communications.  

These often disruptive and sometimes less than polished online conversations, form the basis of the Groundswell occurring on and around the internet. Marketing, advertising, and all forms of media, including customer and public relations, have been profoundly impacted.

Despite the feeling of newness, however, the basic characteristics of social media are at least as old as the United States. Thomas Paine’s pamphlet Common Sense, written in 1776, encapsulated the concepts of the American Revolution in an unorthodox form for its time and was circulated in a purposefully disruptive manner among the American colonists.

The pamphlet served as a call to arms against the King of England’s tyrannical rule and offered an alternative approach for self-governing. The ideas in the pamphlet weren’t completely original, but the simplicity of the language used was out of the ordinary.

Paine’s more casual style of writing was more suitable to the kind of democratic society he and others envisioned. Complex ideas were made intelligible to the average reader in contrast to the more formal style favored by institutions of power. That sounds similar to the authenticity and transparency which are also the hallmarks of modern social media.

Finally, Paine’s willingness to openly confront King George III, on the record for all of his fellow colonists to read, was very uncharacteristic among colonists who feared the wrath of the King. His willingness to voice his opinions in the open, and in understandable language, was instrumental in initiating a public debate about independence.

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Common Sense Communications Today

Compare Paine’s revolutionary pamphlet to what’s going on in communications today. Because of the many options that have been created by new technologies, each of us has the opportunity  to engage in conversations with other people who share our interests and in a language that can be understood by those involved.

Consequently, proactive companies are instituting new strategies that anticipate the sweeping changes in communications and self-organizing occurring around the internet. Not only can a business or not-for-profit organization get out in front of potential negative communications coming from their various constituencies, they can effectively convert them into brand loyalists with sincere attempts at developing genuine relationships with them

By acknowledging them as being important and then communicating openly with them, it’s possible for corporations to foster good will and enhance the organization’s social capital among its customers. It’s not only possible; it’s happening.

There are profound opportunities for large organizations, including corporations, to empower their employees in this new environment by opening new channels of communications to the communities outside of the company. This very natural form of social capital is nothing short of revolutionary. Well, it’s certainly a move in the right direction.

Additionally, through effective implementation of an internal communication system, such as an intranet, employees can be empowered to be excellent advocates for their company. With clear internal guidelines in place, an intranet can provide a platform for coordinating teams of goodwill ambassadors who can be available to reach out into the groundswell. I’ll write more about how FG Squared is taking the lead in this direction in a future post.

It’s a little too late for King George III to learn about the benefits of listening. It might be, however, the perfect time for you and your business to start.

 

Power Networking

Posted by Mike Chapman on September 19th, 2008

The Presidential campaign of 2008 has forever changed the way politics will be conducted in the United States. The current campaigns being waged for the White House are good predictors of the massive changes also coming for businesses, non-profits and other organizations. The use of online social networks, social media, and social commerce to organize, communicate, raise money, and ultimately affect the electoral process, have been so disruptive and effective they will never be absent from any major campaign again.

Without getting into a critique of any of the candidates or their campaign efforts, it’s safe to say that most political prognosticators would not have predicted the current match-up between U.S. Senators Barack Obama and John McCain going into November. Through effective use of social networks – including the one his campaign created for itself – to rapidly establish a national presence and a serious fundraising operation, Barack Obama came out of nowhere to defeat a field of formidable opponents and win the Democratic nomination. As proof of concept, John McCain, the Republican nominee, is aggressively working to replicate Obama’s online successes in his own effort to leave nothing to chance in this extremely competitive contest.

MyBarackObama.com and McCainSpace.com, the respective online communities for the two candidates, and their extensive interactivity with other social networks, are clear evidence of a developing online reality in politics, business, and every other aspect of our daily lives.

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Social networks themselves are nothing new to politicians. Utilizing social capital for the benefit of a candidacy or a cause is standard operating procedure. The Clinton and the Bush families have extensive supporter lists that have been cultivated over decades and which were key to their political successes. What’s new this cycle has been the ability to very rapidly grow a social network using online technologies and for them to be extremely effective in supplementing traditional campaign strategies and tactics.

How does any of this apply to the rest of us? The Obama campaign has proven the benefits of using online social networking, social commerce and social media tools to enhance traditional marketing and communications effort along with other key functions of an enterprise. McCain is hoping to do the same. Regardless of the outcome of the election, campaigns will never be conducted without a serious effort to utilize from online social networks to supplement traditional on-the-ground efforts.They can’t afford not to. The same principle applies to every enterprise dealing with human beings and who might have any interaction with online social networks.

If your business or organization intends to be competitive going forward, you cannot afford to ignore the lessons of the current election campaign. If you have no competition, then you can continue to do things the way they have always been done. That is, of course, until someone with an online strategy decides to announce against you. Good luck catching up with them after that happens.

 

Are you in The Zone?

Posted by Steve Golab on September 17th, 2008

As a leader, I’m often called upon to envision flawless execution of a well-conceived plan.

Well, we all know that the realities of business – and of life – can sometimes intrude on those best laid plans. Outcomes change from that which is originally envisioned. On these occasions the results might even be fully achieved, albeit from a path that barely resembles the original plan.

But what about those rare and wonderful instances when a series of outcomes reach their conclusion just at the right time – when team commitments are in harmony?

In athletics, this kind of unconscious phenomenon is called Being in the Zone. Athletes speak of this mental state as a place where setbacks are taken in stride, and you’re probably going to win.

In business, The Zone is harder to come by. When it happens, it’s a thing of beauty. But more often than not, profitable opportunities are missed and many companies are filled with people struggling to survive — while other organizations fail entirely.

Right now, I feel like FG SQUARED is in The Zone, and it’s an exhilarating moment.

Given my educational background in science, I really connect this idea back to my chemistry classes and the concept of catalysis. Catalysts reduce the energy level that must be exerted to change reactants into products. Catalysts work by providing an (alternative) mechanism involving a different transition state and lower activation energy.

In business, we have different kinds of catalysts that reduce the energy that must be exerted to reach powerful new outcomes that we are always aiming toward. For the past 15 months, the turnaround at FG SQUARED has been catalyzed by our decision to integrate innovative ‘2.0′ social technologies with core business processes. In a sense, by adopting Jive Software’s Clearspace social computing platform as our first step with the transition, we are building innovative online social interactions from the inside out.

Of course, technology is only part of the story. Partnerships we’re currently developing are another reason to celebrate this Zone sensation I’m lately experiencing.

FG SQUARED’s staff has been nothing less than a dynamic force lately – the recent cross-communication, the collaborative process(es) and the intelligent thought being shared and applied to our client activity, no make that, to ALL our activity – is breathtaking. Like an athlete in the zone, I feel like I’m watching and experiencing the excellence happen from inside the moment. Cool!

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Paid Blogging. Stop it, before it stops you.

Posted by Dave Evans on September 15th, 2008

If there is one element that truly defines social media, it is genuine participation. It stands to reason then, that if there is one practice that threatens its role in marketing it’s paid blogging and similar forms of disingenuous content.

We’ve all seen examples of paid blogging: Last year’s SXSW “Suxors Awards” (moderated by Henry Copeland) featured more than few doozies. A couple of days ago I came across an offer to blog for PayU2Blog.com.

At its face, it seems like a reasonable deal: Do you like to write? Are you semi-interesting? Have a unique perspective? Then PayU2Blog has an offer for you. Turn your spare time into cash, doing something you love and something you’re good at: writing.

If only it were that simple. Unfortunately, right on the site (see the FAQs on the site, #2) PayU lists its rules: “Negative reviews are not acceptable.” In other words, our clients will pay you for positive stories, but not negative ones.

There are actually three problems with this:

1. It encourages falsely positive stories, by softly (or, overtly depending on your take of the FAQs) suggesting that a positive spin will result in a fatter pay check. That’s a temptation which, like an open cookie jar, invites problems.

2. It weakens the power of the actual, genuinely positive experience of consumers. Simply, when all the material is positive, we (correctly–c’mon, show me a “perfect” product) tend not to believe any of it. The presence of a few “negatives” provides credibility for the positives.

3. We-as marketers-are polluting what is probably our best-ever channel when it comes to influencing consumers. By stooping to payments, we are weakening the entire proposition of social media as a marketing channel.

So what’s a marketer to do? First, don’t pay bloggers to do your work for you. Instead, create an experience that they will want to write about on their own. Second, when you see a paid blog, tell 100 others about it — call it out for what it is: A fake. By taking a stand against the practice, we can discourage it.  Otherwise, it’s SPAM and pop-ups all over again. And no one wants that.

 

Food Bank Employs Social Capital for Social Good

Posted by Mike Chapman on September 12th, 2008

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One month ago, Michelle Greer and I met with Lisa Goddard and her staff at the Capital Area Food Bank. At that meeting we hatched the idea for a tweetup to help with their efforts surrounding Hunger Action Month. We even came up with a clever name for it. We called it a HAM-up. A tweetup is a meet-up in real life for people who have usually met first on Twitter.

Twitter is a growing social network surrounding a microsharing application. “HAM-up” is a play on a word that is completely made up and named after an application that sounds pretty funny to begin with. All of this is fairly typical of the social media and social networking world. Creativity and fun are allowed and encouraged. Along with the fun, however, is the potential for some very serious real world benefit accompanied by valid and measurable results.

Here’s what happened: Lisa made the connection with me through colleagues Connie Reece and Sheila Scarborough of Every Dot Connects. They had recently led a workshop on social media which Lisa had attended. Connie, Sheila and I are also co-founders of the Austin Social Media Club which agreed to cosponsor the event. We pulled David Neff of the American Cancer Society into our group because of his active membership in the Social Media Club and 501 Tech Club of Austin, which also agreed to cosponsor.

Following the success of the Blood Drive Tweetup led by Michelle and David, we were confident in the combined social capital of our online networks. So we started twittering away trying to reach anyone who might be willing to help with our efforts to promote Hunger Action Month and the HAM-up.

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Next, David remembered that he had met someone at a conference on social media who might have an interest in our project. Ed Nicholson, of Arkansas based Tyson Foods, and David had continued their relationship on Twitter. David figured that Ed might be able to help with our efforts based on their ongoing online conversations. Ed liked the idea and decided to use our efforts to follow through on an idea he had already been considering.

Ed then authored a blog post about the HAM-up on Tyson Food’s Hunger Relief blog. In it the company pledged to donate100 pounds of protein products for the HAM-up for every comment they received on the blog post. Ed figured that 360 comments would be needed to fill a truck and that we might be able to generate that much interest over a few weeks of intense online activity.

With the tremendous help of our combined online networks it took less than four hours to reach the goal. In fact, we doubled the number of comments needed in only a few more hours. The truck arrived this past Monday with over 40,000 pounds of desperately needed protein products for the Food Bank. You can visit the Tyson Foods Gift of Protein 2008 flickr page for a good look at the actual delivery.

By utilizing the social capital she is developing online, Lisa Goddard of the Capital Area Food Bank in Austin, was able to locate resources she might not have been able to identify through traditional outreach methods and with only a few weeks of online activity. This very real example should be studied by anyone considering empowering their employees to use their social networks as a resource for their own company or organization.

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September is Hunger Action Month and Hurricane Ike is likely to make the need even more urgent. Please do what you can to help. Whole Foods recently hosted a Grill-up to benefit the Food Bank. As FG Squared CEO Steve Golab joked, “it’s time to HAM-up or shut up.”  I agree. If you can help, please do.

 

Corporate Evaluations of Social Media

Posted by David Valentino on September 10th, 2008

As a business development consultant in the area of social media, I frequently participate in discussions with medium to large organizations who are evaluating the need for a social media strategy.  Compared to more mature communications disciplines the social media evaluation process is highly variable among corporations.  However, I have noticed some emerging trends regarding the roles and motivations of decision makers.  Based on my experience, I wanted to share some of my observations to help shed some light on how corporations evaluate social media strategy and technology.

 

Information Technology (IT)

One of the most prominent groups in the evaluation process is the IT organization.  This is for several reasons:

1. IT is generally viewed as the de facto internal expert in all things technological

2. IT will most likely have to support whatever gets implemented, at least to some extent.

3. They are constantly being approached by social media platform vendors and service providers

 

Let’s face it…IT has one of the toughest jobs in the organization.  Because so much of what IT does is mission critical, they are often very cautious (and understandably so) about the decisions they make when it comes to new technology implementation.  That being said, ‘behind the firewall’ solutions or internal deployments of social technology and practices are often viewed as a logical social media introduction because the risk is more manageable.  Also, the results are highly measureable – something that ALL decision-makers value.  In the case of internal social media applications, ROI’s may be based on improved employee communications, knowledge exchange, sales process reduction and effective collaboration across internal teams.

 

Marketing

Another group that plays a prominent role in social media evaluation is the Marketing team.  This group tends to understand the impact social media can have on the customer facing “consideration phase” of the Company’s products or services.  In other words, the ‘talk’ and ‘recommend’ (word of mouth) strengths of social media have a high impact on the consideration phase of the purchase process for their products and/or services.  Also, measuring or listening to the social web provides a high degree of knowledge that leads to more effective awareness campaigns.  In addition, effectively leveraging traditional marketing assets with social media initiatives seems to be an important common goal.

 

Executive

The Third group is the Executive group.  This group is made up of department heads and executive management who determine that the implementation of social media has a critical impact across the organization and within their markets. Assessing the opportunities, risks and overall impact of social media on their business both internally and externally are strong motivating factors in their evaluation.  These executive assessments tend to lead to a greater evaluation of scope and deeper long term commitment to the practice of social media.

 

Common Ground

While the roles and motivations of each group may differ, they are all based around a common set of goals – increase sales, reduce costs, and improve productivity.  In all groups, corporate motivations such as brand image, control, productivity, security, flexibility, cost, and usability are potential driving forces in the evaluation of a social media strategy.  Building alignment among the different groups around a shared set of business goals is a critical factor in the success of a social media program.

 

Along those lines, education and knowledge transfer seem to be the key first steps in supporting a successful corporate evaluation.  This will help evaluators unlock the potential that social media possesses, and develop an understanding about adoption/implementation from both a technology and corporate culture perspective.  

 

My observations tell me that technology vendors and consulting agencies that understanding these roles, driving motivations, and priorities have a better chance of supporting an effective client evaluation of social media that ultimately meets group expectations, overall corporate strategy and successful social media implementation.

 

Social Capital and the Value of Relationships

Posted by Mike Chapman on September 5th, 2008

The first time I was “poked” on Facebook, I wasn’t sure if I should be offended or flattered. That was, of course, before I had been super poked. If you’re one of the more than 100 million users of Facebook you realize that I’m just poking fun at the popular social networking site’s method for getting people to interact with each other online. It’s sort of like a conversational icebreaker for people who haven’t become fluent yet in the customs and languages of Facebook and its particular brand of social networking.

 

Facebook is now just one leading example of an ever growing phenomenon of online relationship creation that is forever changing the way we communicate, network, and conduct our personal and professional lives. I personally have profiles on more than a few dozen social networking sites but the average user of social media is very likely to be content with much fewer and to still be considered a very active user of social media and social commerce.

 

In our natural desire to connect with other humans, we are busily creating links to and through our friends, our family and coworkers, which then exponentially expand our own reach and create a new world of opportunities in the process. The six degrees of separation between all humans has been reduced to three according to a recent study by O2, a French company. We are all closer to actually knowing Kevin Bacon in person than ever before.

 

Digital natives, people who grew up using interactive internet tools, already combine the online social networking sites and social media with their everyday activities including their professional lives. Those of us who are digital immigrants are also incorporating interactive tools into our daily activities at varying rates and with varying degrees of comfort. It is apparent, however, that this groundswell of activity on the internet, as it is identified in the book by same name, is an irreversible reality.

 

Naturally, this blending of personal and professional relationship building and networking is connecting us in ways we will struggle to understand. Many businesses are anxious to dive in and be active participants in social media and social commerce but need to find quantifiable and meaningful ways to measure the impact on their business models. The FG Squared team is working on ways to show the real benefits and value of social networks in and around the enterprise.

 

One approach a business could take in dealing with social networking is to consider it a distraction or problem and attempt to make it difficult for its employees to maintain contacts with their friends and followers during the work day. By banning Facebook, MySpace, Twitter and other popular sites from business owned computers, some businesses have attempted to curb perceived losses in productivity. It should be obvious by now that employees can still use their iPhones and Blackberrys to stay connected to their networks, maybe even secretly doing so. Even if that’s not obvious I contend it’s still a bad idea. Businesses should instead consider the value of the social capital created by their employees through their online social networks. Remember, Kevin Bacon is only a few degrees of separation away from being a potential client.

 

Humans are relational beings. We naturally desire to connect with each other. We seek communities that share our values, beliefs and interests. The online networking that occurs through Facebook and other social networking sites can provide opportunites for communications and, yes, commerce that shouldn’t be ignored or avoided out of fear of the unknown.

 

Steve Golab of FG Squared will be presenting some thoughts next week to the Houston Interactive Marketing Association on exactly how we can measure the social capital in the enterprise created by the groundswell of connections on the internet. I hope to extend that conversation to the Squared Root so that that we can generate an ongoing discussion around the topic.

 

You can find more information on the HiMA conference scheduled for September 18th at http://www.houstonima.org/