The Buzz Bin

May
16
2008

Five Unorthodox Ways to Woo Bloggers

starwars.jpg
An aftershock of a Trapani incident tends to be a wave of best practices posts (this great one by Jennifer Mattern/Darren Rowse came before Trapani). In reality, bloggers are people, and because each person has unique aspects to them and no blogger has to adhere to any journalistic code, blogger relations really comes down to individual relationships. As a result, many conversations deal with basic principles of listening and not overselling, oops, over-pitching (image by nickstone333).

Rather than rehash old content here, I thought it’d be fun to share some unorthodox ways to build relationships with bloggers. When you have a relationship, said acquintance (note word choice) is likely to listen to your pitch. All of these tactics require time investments so if you are looking for instant hits, go buy a list and spam some bloggers :P

Before I begin, these tactics are not for everyone. In fact, one I wouldn’t even recommend to my staff. But I’ve found they work, repetitively. So in homage to Todd Defren, I classified these by Jedi skill set.

images-1.jpegBlog Crush: Use your magic middle blog to get targeted blogger to pay attention to you… How? Crosslink. Frequently! But your crosslinks must be relevant and meaningful to the person with whom you want to develop a relationship. Also be sure to comment on their blog, too. Skill level: Jedi Knight.



images-2.jpegInterviews: This is a no brainer. Most bloggers want to be read, they want to be recognized, and they need visibility. Use your blog to help them. Further it recognizes that you have respect for others’ thought leadership, making your blog a larger community vehicle. The Buzz Bin features at least one interview every week, and this tactic really introduced the blog beyond the DC region. Skill level: Padawan.

images.jpeg The Challenge: Most bloggers have strong opinions, some of which you likely believe are incorrect. Call them out. That’s right. Call them out, challenge them. Publicly, perhaps in their blog comments, a social network, or even your blog. Make sure you have factual information to back your point, and don’t cave in.

It’s important that your views are sincere, that the tough conversation is a genuine one that you care enough to speak out on. To do so faithfully is in line with the force, but to make hay for the sake of generating attention borders on astroturf. Be careful young Jedi, the Sith are often attracted to the dark side of the force by its power. We don’t need any more uncouth PR people.

In your second or third discussion point, make sure to be deferential and pay proper respect to the blogger. Afterall, while you disagree, you also want to build a relationship here. The blogger will remember you engaged and did not slime him him/her with shameless PR shmooze. If you use strong relationship skills afterwards, you can use this challenge as the point where the blogger begins listening to you.

This is not a recommended tactic as it requires great skill, can corrupt you, and you must not be afraid to lose. Skill Level: Jedi Master/Sith Lord (Don’t be a slime bag).

images-1.jpegSocialize: Use conversational social networks to begin talking and building a relationship with said blogger. In essence, use the medium to your advantage. An increasingly common tactic, but one that is not as easy as it looks. You actually need to have relationship building skills, not spamming skills. It’s about them, not you. Skill level: Jedi Knight.


images-3.jpegGive: Ahhh yes. Give shamelessly, not just to your intended stakeholder, but to the general community that you want to play in. The fact of the matter is that social media is bigger than individuals and pitching. Building relationships often means being a good member of the community. With a good reputation through listening, comes a willingness to listen. In essence, you are paying karma forward.

Where to start? Here are ten tips with some more in the comment section. Make no doubt about it, this is the true way of the force. While easily recognizable, it’s hard to master. Skill Level: Jedi Master.

May
14
2008

Episode 19: Where Do We Go with Blogger Relations

Usually, we don’t post District of Corruption podcast episodes on the Buzz Bin as they tend to be more of a personal podcast for Geoff. However, this episode was unusually relevant for Buzz Bin readers given all of the brouhaha that blew up across the blogosphere.

Technosailor’s Aaron Brazell started us off as Geoff was late (doh!). Then we had a very long civil discussion about the whole blogger relations issue. We called Gina Trapani Rita all show. So sorry, Gina!

Ground covered included:

  • Basic background
  • Some of the causes, including undo pressure
  • Whether or not all bloggers really have the power to blacklist vs. the top tier
  • Press releases - why bother emailing them?
  • Better uses of our time, including social good
  • Flat out building relationships

Presto Vivace’s Alice Marshall joined us for a good part of the conversation and added a lot of great colorful insights.

Download Episode 19 - MP3.

May
06
2008

Thoughts on the Echo Chamber

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The echo chamber can wear on more experienced bloggers. Saying the same things over and over again can turn into Chinese water torture. Sharing the same links over and over in multiple networks can be worse (image by wetwebworks).

For me, it’s important to move forward, break new ground, or just perhaps add a new wrinkle to the equation. Ending the Now Is Gone blog was partially a decision to not to repeat the themes of the book over and over again until they were beaten into the ground.

Here on the Buzz Bin, my contributions tend to be much more on latest developments, trends and impact. It is a place to innovate.

Yet at the same time, a recent conversation with PR Squared’s Todd Defren reminded me how important it is to keep newer minds educated, to offer refreshed discussion of old topics. Here is what Todd had to say (note: there is a bonus question on aggregating content/fractured conversations included in the video).

Todd offers a great point. I totally respect those who stay committed to serving the newly indoctrinated. It’s a service that benefits the entire industry. Giving in this sense should be honored.

At the same time, for me the beat marches on. The contributions made through Now Is Gone were extremely substantive in effort and thought. In its wake there’s a desire to focus on the new, and not the old. Perhaps things will change, or new wrinkles will appear. In either case, it’s apparent that the echo chamber may not be for all, but that it still serves a very important role.

This week Qui Diaz will blog on Wednesday, and Larissa Fair will pick up Friday’s post.

May
01
2008

The MOMocrats Trump ABC with Barack Obama Interview

momocrats-square-button The ABC debate was bad. Perhaps the fourth estate failed to serve its constituents. So what happened? In true Fifth Estate style, 22 Democratic mommy bloggers banned together to form the MOMocrats. MOMocrats asked the Democratic Presidential candidates the questions we all wish reporters or moderators had asked in any interview or debate.

Yesterday, Senator Barack Obama sent back his answers to the MOMocrats’ questions. This is the latest example of the influence political blogging groups are showing in the presidential campaign, and demonstrates how when the contemporary media fails to serve, new media calls them to the mat, or trumps the old with a better service.

In true crowdsourcing fashion, several of the MOMocrats took time to answer some questions about their Democratic hutzpah. Participants include Glennie Campbell, Julie Pippert, Debbie, Jaelithe, Cynematic, Sarah Granger and LawyerMama. Erin Kotecki “Queen of Spain” Vest coordinated. You can meet all of the MOMocrats here.

BB: Why are the MOMocrats trying to interview the Democrats?

Glennia:  Most of us are media junkies.  Unfortunately, the more we watch, the more disillusioned we’ve become with the media and the campaign’s ability to answer questions that matter most to people.  Campaigns are driven by polls, but who is creating the questions?  How do they know they are asking the right questions?  We think that the only way to get to the heart of the matter is to hear from the candidates themselves.  Many of us have been to fundraisers and rallies and had that opportunity, but not everyone has.  We hope to ask the questions that are important to us, as mothers and as citizens.

Julie: Our mission is to get a Democrat in the White House. The real question is why we want that. Our questions to Obama are a big clue. We’re concerned about the state of the union: food and gas prices are escalating to crisis points for many middle class budgets; the percentage of uninsured children is unacceptable to us especially as mothers (and since this is Uninsured Children Week, this is a big highlight point right now); the environment is polluted and we worry not just for the health of our world and children in the future but also in the now; the war is bankrupting our coffers, indebting us to foreign nations and stealing a generation of young people, and so on. The Republicans have made a commitment to maintain the status quo. This will not work for us. The Democrats promise needed changes. Therefore, we are rallying our talents, abilities and energy to get a Democrat elected.

Debbie:  We’d like to get a Democrat elected in November.  If we’re going to assist in making that happen, we need more substantive information than what the latest ABC pretend-debate provided.  We’re all mothers, but we’re also people, and we’re aware of the country’s current precarious status.  The better informed we are, the better to educate the rest of the country.  Just what you’d expect from a good mom, really.

Jaelithe: We at MOMocrats want what most concerned, informed voters want: clear information from political candidates about important policy issues that affect the daily lives of American citizens.

As voters, we believe we have the right to ask serious questions of the people who want to lead our country, and receive substantive answers. And as mothers, we are particularly interested in addressing some key areas of concern that we feel don’t always get adequate  attention in the mainstream media. We are concerned about education, health care, and the environment. We are concerned about creating family-friendly workplaces. We are concerned about promoting product safety.

We want to know what the presidential candidates plan to do to make the world a better place for families now, and a better place for our children to inherit in the future.

Cynematic: We have questions; MSM was too slow or inattentive to provide answers from the candidates. They’re ratings driven. We’re not. We can focus on substance.

Sarah: We just want to hear their answers - even if they’re canned - vs. spin lopped on top of them by TV stations or anybody else.  Politics is about a personal connection.  There’s a reason they go to every coffee shop in New Hampshire - it’s to connect one-on-one, in a personal way.  We’re just trying to do that in an online forum.

BB: Do you think the big media outlets have failed Americans?

Glennia:  For the most part, yes.  It’s frustrating to watch a debate where a candidate is just getting into the nitty-gritty of a policy issue, only to be called for time, interrupted by a commercial, or by some inane media-created “controversy.”

Julie: Yes. If you read Elizabeth Edwards’ recent New York Times editorial (http://www.nytimes.com/2008/04/27/opinion/27edwards.html), you’ll see that she says, “A report by the Project for Excellence in Journalism and the Shorenstein Center on the Press, Politics and Public Policy found that during the early months of the 2008 presidential campaign, 63 percent of the campaign stories focused on political strategy while only 15 percent discussed the candidates’ ideas and proposals.”

Debbie:  We believe that we can fill a void that big media cannot; a direction connection between the candidates and the citizens of this country, something that big media seems mostly incapable of.  We’re not well-placed journalists hunting for a salacious story; we’re concerned citizens – we’re participating, not based on our job description, but for the sake of our communities, for the health of our country.  It makes a difference.

Jaelithe: We think the big media outlets tend to focus far too much on the trivial and the sensational, to the detriment of serious discussion about the issues that really matter in terms of improving the everyday lives of people in this country. We don’t want to hear about Obama’s bowling score, or Clinton’s choice of drink at a local bar. We don’t want to hear endless discussions about flag pins. We want to hear about how the candidates plan to address the global food inflation crisis. We want to hear about what the candidates plan to do to slow global warming. We want to hear more about their health care plans, and more about their plans to improve the public school system.

Cynematic: I personally think this year we have a perfect storm of harmful triviality: a shift in tv news generally that makes “infotainment” and the journos who toil there slaves to the ratings; the Writer’s Guild of America writer’s strike earlier this winter, which seriously dented the 2008-2009 narrative tv season and sank many broadcasters’ bottom lines for 2008 Q1 and Q2; the “horse race” aspect of hotly contested, and historic, presidential candidate races that are exciting. Throw in negative campaigning by the Democratic candidate in second position, a voracious 24-hour news cycle, and the result? A worse than usual echo chamber of nonsense. TV is often a terrible way to get news, or to decide what candidate you’ll back.

Print in my opinion does a better job. Public radio also provides good information.

BB: Has social media just done a better job of fulfilling special niches and demographics like Democratic Moms who blog?

Glennia:  Absolutely.  Using social media, we form communities.  We may not live near each other, but we read blogs that resonate with our experiences as mothers and as voters.  Some things are transcendent.  We read things that are far different from our own experience and learn from it, and are able to open a dialogue with the other blogger.  Social media allows us to question and analyze in a way that was not available to us before.
Julie: Social and targeted niche media can do a better job of fulfilling special niches because that’s their raison d’etre.

This doesn’t make them—us—better than traditional media.
It does make us a jet ski whereas they are more of a cruise ship, though. We can stop, turn, change, alter and respond more minutely and rapidly.
We do believe that once big media takes a moment to reflect, they will want to flip their statistics from 63% gossip and 15% news reporting to 63% news and issue reporting.

They still won’t be a jet ski, though. The ocean is big enough for both, though, and we ought to all keep that in mind. There are very successful models of big media and social media working together.
People wanting general reporting will happily peruse big media, and Democratic moms who relish the combination of parenting and politics and are politically savvy and knowledgeable will be very happy to find MOMocrats.

Debbie:  Because, again, we are participating out of concern and care for the future of our country, certainly, social media has provided a platform that larger media cannot in regards to communication about social issues.  The back-and-forth is such a basic element of coming together as communities, something totally lacking in one-sided reporting, news stories, and the like.

Jaelithe: Social media certainly gives voice to a broader spectrum of views than people had access to in the past. But, really, how much do Democratic Moms really qualify as a “niche” group? There are a surprising number of mothers in this country. Everyone in the world has a mother, after all. And there are also good number of Democrats. So it stands to reason that there are probably a great many mothers out there who are also Democrats. Everyone used to talk about the need to capture the “soccer mom” vote. But how much time do most politicians really spend talking TO mothers, instead of AT them?  We are hoping to establish a constructive dialogue.

Cynematic: Social media has really enabled like-minded people to find each other faster, for one. But there’s an interesting brew happening when you mix communities and information, whether it’s at MSM or reliable netroots/blogosphere news organs, and whether the latter are aggregators of repurposed and original material like Huffington Post or enterprised, original reporting like Talking Points Memo. Both HuffPo and TPM incorporate blogging, comments, and citizen journalism in really exciting ways. I feel we’re part of that vibe, just more on the op-ed side of the spectrum.

BB: What did Obama’s willingness to answer tell you?

LawyerMama:  That he’s listening to us in a way many other politicians are not.  Most of us have been trying to get politicians to listen to us, the “Mommy bloggers,” for years now.  I wish it hadn’t taken Obama quite so long to start listening, but at least the dialog has begun.  Just the fact that he’s listening to real people tells me something about how he’ll be as President.

Glennia:  For Obama, we are an important voting group he needs to woo.  We are educated women, usually a Hillary stronghold.   As moms, we’ve  been pigeonholed in the past as “soccermoms” or “Security Moms.”  We’re not a monolithic block, and it is important for campaigns to understand that.  What we have in common is our dedication to our children and making sure that their lives are happy and secure.  Being part of the political process is part of that.

Julie: He is truly a man of his word: he relates to and wants to relate with the average citizen. He stands behind his assertion that the people drive this nation.

Debbie:  That Senator Obama was willing to respond to us, given that our group is so often denigrated simply on the basis of being mothers and women, reveals much regarding his respect and concern for women and mothers.  It’s refreshing to note that.

Jaelithe: It shows Obama is willing to put his money where his mouth is when it comes to focusing on the concerns of ordinary citizens, at least to the extent that he is willing to listen carefully to questions from voters, and give real, substantive answers.

Cynematic: Hey, we’re both Soccer Moms and Rocker Moms, here at MOMocrats!  We knew Obama was already web-friendly–just look at how he’s taken Howard Dean’s netroots organizing and fundraising to 2.0. His Blueprint for Change specifically mentions extending broadband access to help revitalize rural communities and to use web accessible databases to shed “sunshine” on lobbyists’ contributions, legislators’ earmarks, and their voting records. So I think he has a tremendous orientation toward and appreciation for social media’s potential to be political media, as part of bringing the democratic process–and the “marketplace of ideas”–into the digital age.

By taking our questions seriously, perhaps he saw the chance we offered through MOMocrats to speak to voters directly about our concerns, as opposed to the many missed opportunities to do so at the ABC News debate. Plus, every mom votes for two–yourself and your kid (or more, depending on how many kids you have). He gets the interwebz, and that we women are on it.

Why not answer our questions? If he becomes president, he’s proposed a five-day period before signing bills where the public can participate via email/comment board in discussions about pending legislation. I see it as the “we” part of the dialogue in “Yes we can.”

BB: Will Hillary follow suit now? Or is it too late?

LawyerMama:  I think she’ll bow to pressure and answer our questions.  It’s never too late.  But personally, I’m disappointed that she didn’t take the mothers seriously initially.

Glennia:  To be fair, we didn’t have the right information on who to contact until recently.  I’d like to give them some time to get the right people to take a look at the questions.  I hope they answer.  We will give them equal time if they do.

Julie: It’s not too late, our invitation is open and we sincerely hope she takes us up on it. This is a big opportunity for her to show she does relate to the average citizen.

If she contacts us in person and does a live interview, she may even score more points.

If we kept points, which we don’t. We leave that to big media aka the gossip girls. We just want to hear answers to our questions, the ones we wish big media had asked in the ABC debate.

Debbie:   It’s certainly not too late, and we’re holding out hope that she will do just that.

Jaelithe: We would love to hear from Senator Clinton. It was always our intention to direct our questions to both candidates. We are very pleased that the Obama campaign responded so quickly.

Sarah: We’re getting in touch with the people we know in the Clinton campaign.  We know they are interested in reaching out to women and moms, but this isn’t traditionally the type of thing the campaign has engaged in which makes it a great opportunity for them, but it also means they may need some time to decide whether to participate.  We hope they do (especially those of us who are Clinton supporters.)  

BB: Will you give McCain an equal opportunity even if he is a Republican?

LawyerMama:  In my book, McCain is welcome to take a crack at the questions.  I would love to hear his plans regarding poverty, affordable housing, healthcare, and the mortgage crisis.  As long as I don’t simply hear the words “let the market correct it” or “I don’t understand economics” in his answer, I’ll give him a chance.  But honestly, I don’t think he would touch many of our questions with a ten foot pole.  I think Senator McCain, and many other Republicans, would like to pretend that we all begin life on equal footing when those of us living in the real world know that private corporations can’t fix everything.  It comes down to what he believes the role of government is.  I think most of the MOMocrats, and most Democrats, believe that it is our duty to step in where life doesn’t give you a lucky break.  And yes, that’s what poverty is for many, an unlucky happenstance of birth.

Glennia:  I agree with LawyerMama. We will be sending him our questions and post his response.  I don’t expect much.  I am pretty sure he will disappoint me with the torture question, since he has already flip-flopped on that one.

Julie: Senator McCain invited us and others to participate in a conference call about health care. One of the Momocrats (Donna) did join in and will be writing her thoughts about that this week. We would enjoy the opportunity to pose questions to Senator McCain.

Debbie: We’re absolutely interested in how Senator McCain would respond to our questions.  He’s welcome to do so.

Jaelithe: Ditto what Debbie said. Even though our question post was inspired by the Democratic debate, Senator McCain is welcome to answer our questions and we would certainly post his responses.

Cynematic: Absolutely. We bring the informed questions. He’s welcome to bring substantive answers.

BB: What’s next for the MOMocrats?

LawyerMama:  World domination.  Oh, and we’d also like 7 passes to the Democratic National Convention, please.

Glennia:  What she said.  Oh, but first, a  podcast and possibly a  TV show.  Then world domination.

Debbie:  Don’t forget the MOMocrats-themed furniture line.

Jaelithe: And MOMocrats collectible plates.

Cynematic: Growing our audience of politically-minded, informed, and involved parents. Bringing sexy back to wonk. Providing policy analysis and political commentary you can read and digest at those 4 am feedings/diaperings: honey, BTDT. Promoting a thriving civic culture and voter literacy–you know, all that Jeffersonian “educated and enlightened populace” stuff. Getting a Democrat in the White House…for the next 16 years if not longer. Oh, and make that 20 blogger journalist passes to the DNC. There’s a lot of us!

Apr
25
2008

The Parasocial Phenomena

Parasocial: something beyond social norm. From Latin where para can have the meaning ‘beyond normal’. One example of this phenomenon is that someone who watches a soap opera over a period of time creates an illusion that s/he has a relationship to the television persona. These relationships can significantly influence and change people’s lives. This is generally perceived as an unconscious event, as the subject does not realize what is happening.*

It’s kind of fun being a micro nano B-List celebrity, especially if you don’t take it seriously. Social TNT Author Chris Lynn and I had fun with this at the Love 2.0 Engage web 2.0 party on Monday (see this 20 second video).

Yet, attendance at Web 2.0 parties this week in Silicon Valley and SNCR’s NewComm Forum reminded me of how strange this cultural phenomena is becoming in social worlds. Watching other relatively to extremely well known bloggers and executives get worshipped, hit on, and in some cases mocked and/or stalked, gives one reason to pause.

Social media lowers the bar for stardom, at lease within microcommunities. And as a result, people that may naturally be inclined towards becoming groupies, stalkers and trolls find themselves empowered. Identities are stolen, attacks occur, and mayhem ensues.

HootOwl_Golden_Gate.jpgPerhaps the most hilarious of these was this week’s hijacking of Shel Israel’s Owl named Hoot on Twitter. This comes after the whole (and pathetically continuing) puppet thing from Loren Feldman. The plastic bird’s fowl representation really shows the hilarious and absolutely silly nature of social media “stardom.”

There is no worse example of the absolute pathetic nature of parasocial than Valleywag a shameless virtual tabloid that chronicles the rise and fall of Silicon Valley rock stars. Having spent some significant time in Silicon Valley since the book was published, it’s easy to see how this rag serves a certain part of the population, both locally and from afar.

Living in a town where the Washingtonienne (a.ka. Jessica Cutler) and the Monica Lewinsky-inspired impeachment happened, where scandal rocks national and global governance, this seems so… Little League. At the same time, it’s very real and needs to be taken seriously.

In a fractured media environment, a certain percentage of the population in any micro-community will become parasocially attached to A, B and C-list stars in an unhealthy manner. It’s best to accept it, and start talking about what to do, if anything.

Some may say, “That’s the price you pay for fame and success.” This made sense to me when millions of dollars were being doled out to athletes and Hollywood stars. But most bloggers and social media successes don’t make more money.

So should we really tolerate parasocial behavior just because someone has a achieved a little nano success? Conversely, is it simply a part of the human condition? Or do we just love a success, and some take it way too far?

Sidenote: I actually saw Feldman at a party this past weekend, and at the behest of several friends, decided to put aside my original feelings expressed here and other places and say hello and a possible handshake. This was promptly dismissed with a snarl.

I’m not sure if this Tweet was a response, but it really doesn’t matter. Principles must supersede personalities. While I still strongly and openly disagree with Feldman’s continuing and unnecessary attacking of Shel Israel, civility matters more in the big picture.

* American Psychological Association (APA): Parasocial. (n.d.). Wikipedia, the free encyclopedia. Retrieved April 24, 2008, from Reference.com website: http://www.reference.com/browse/wiki/Parasocial

Apr
24
2008

SMC-DC Goes Federal with FCW’s Chris Dorobek

Our next SMC-DC meeting will be May 15 at Viget Labs. We welcome Chris Dorobek, Editor-in-Chief of Federal Computer Week. Chris is no stranger to social media, and he will share his experience with blogging and social networks (visit him on Twitter and Facebook), as well as his opinion of government and military use of Web 2.0.

The federal government strives for collaboration between the different departments and units it holds. The government is still experimenting with social media, with the wiki Intellipedia already in use for the intelligence community, and even the Department of the Navy’s CIO dipping his toes into blogging.

So how else is the government using social media? Are they ready for it, and what’s the value for them? Come discuss the current and future state of Web 2.0 as the government views it.

More details:

Please RSVP by Tuesday, May 13 to Larissa Fair.

Special thanks to Viget Labs for hosting the event.

Date: Thursday, May 15, 2008

Time: 6:30 pm – 8:00 pm

Location:

Viget Labs headquarters

400 S. Maple Avenue, Suite 200
Falls Church, VA 22046

Facebook: http://www.facebook.com/event.php?eid=19100475790

Apr
23
2008

SNCR: Employees are the Brand with Shel Holtz

The second session of NewCommForum I attended featured Shel Holtz of Holtz Communications. Shel brings his insights of employees becoming the brand of a company, particularly through blogs.

What is the definition of a brand?

An audience member says it is how customers perceive you. Shel sees brand as the aggregate of all the experiences you have had with a company, which turns it into what you see, feel, and think. Brand is owned by each individual.

Shel points out that every time an employee says something or does something, and they are NOT happy - it creates a risk. Think of Ryan Kuder being let go from Yahoo!. His experience was chronicled on Twitter.

Positive brand experiences can be created by individual employee bloggers who have the opportunity to represent companies well. Thomas Nelson Publishers provides an aggregate of employee blogs that are highlighted on the website. The most trusted spokesperson of a company comes from a REAL person who just happens to blog about where they work - not the CEO, not the official marketing person.

Examples of Employee Bloggers

Shel shares his experience blogging about a negative experience with Park ‘N Fly, and the following comment from a Sales & Marketing Administrator who promptly responded and offered to make it up to him with free parking (and the all important apology).

Customer service should then be seen as the frontline of the brand and company experience. People who deal with issues themselves are EMPOWRED by their companies, and it’s better for consumers too when they are not constantly approached from a PR or media perspective. Real people and authenticity win every time.

Shel points to the Coca-Cola Second Life Campaign which shared a video update to let consumers know where the campaign was headed and to thank people for participating.

The TSA blog Evolution of Security is aimed at the traveling public to improve relations and have a genuine conversation. The bloggers for this blog are TSA employees who range from screeners to former air marshals, the voices are true and provide an insider’s look to the organization.

Strategies

A few questions on strategy:

  • What is the role of internal communications?
  • What is the role of content "owners"?
  • How do we get them to have the right knowledge but know the facts, without astroturfing?
  • What is the role of management and leadership?
  • What about policies? On employee behavior and employee access
    Overall, Shel says the same thing as Microsoft, "Be smart" (or "don’t be stupid") when you are having employees blog, and when you are blogging about the company you work for.
Apr
08
2008

Social Media for Social Good, Not Evil

Anyone out there working or volunteering for societal benefit? This post is for you. Future posts will be for you, too, if there’s interest – there’s plenty to share about do-good strategies.

Recent discussion on this blog (and elsewhere) regarding social media in-fighting might drive skepticism or paranoia into your heart. Paranoia - looking over your shoulder?As proven day-in and day-out, people and organizations that put their necks “out there” run the risk of being lambasted online. (Photo credit: “Paranoia” by disneymike.)

Nobody wants to scare you away from becoming a 2.0-friendly nonprofit or association. Indeed, the need for charitable, government and corporate social responsibility (CSR) initiatives to engage smartly in digital dialog is greater than ever, given the state of our economy-at-large and the boundless potential to do something about it.

Take Heart, and Notes

In her April column for Fundraising Success, Katya Andresen - VP of Marketing for donation/volunteer marketplace Network for Good and sorceress behind Nonprofit Marketing Blog - reminds us of a lost art: selling to souls. In brief, missions get better mileage when their messages are focused on the audience’s interests and needs. Social media tools are simply a conduit for engagement and feedback. This should not be earth shattering knowledge, but here’s an excerpt of Katya’s advice just in case.

  • Lay your ego to rest. “. . .are you really connecting with your list and its feelings, or are you just talking about yourself all the time? Nothing turns off a list like narcissism, and nothing turns it on like showing your emotional side and appealing to its perspective.”
  • Stop playing copycat. “Focus on your audience and what they want (instead of what other organizations are doing) and [be] your unique self in front of that audience. Don’t throw wristbands and blogs at your audiences unless that’s what they want AND unless those things are completely aligned with what makes you special in your audiences’ minds.”

This servant/listener mindset does not naturally parlay in the self-focused form of citizen media. However, it will always trump the norm if you keep an ear toward your audience. Fortunately, most potential donors, volunteers and members of social cause groups have something in common - a bleeding heart on their sleeve.

BleedingHeartonSleeve

Images courtesy of indieshirts, discography and fussybaby.

So what motivates these people? Katya teamed up with Mark Rovner (Sea Change Strategies) at NTEN’s 2008 Nonprofit Technology Conference to discuss just that.

Their session, “The Seven Things Everyone Wants: What Freud and Buddha Understood (and We’re Forgetting) about Online Outreach,” revealed the 7 Deep Human Needs all marketers need to keep in mind - especially anyone filling out a Form 990. Keep these motivations on hand when planning your next nonprofit/social cause campaign:

  • Need 1: To be SEEN and HEARD
  • Need 2: To be CONNECTED to someone or something
  • Need 3: To be part of something GREATER THAN THEMSELVES
  • Need 4: To have HOPE for the future
  • Need 5: The security of TRUST
  • Need 6: To be of SERVICE
  • Need 7: To want HAPPINESS for self and others

Ask yourself why you support certain causes or ideas. If Katya’s right (and she is), “No one here said, ‘I gave or volunteered because of a tool,’ like email or Twitter. You supported a cause because of how it made you feel” (per Britt Bravo’s recap of the session - which includes an excellent overview of all 7 needs as they pertain to your marcomm efforts).

Will you ignore or leverage these needs? By listening to and learning from your audience, you can help redeem the “social” in social good, social media, and social movement.

Those who feel they must, go ahead and mock ‘the hippies.’ We’re quite busy caring about bigger things than ego-bashing, but appreciate your heartfelt concern all the same. Peace.

Apr
07
2008

This Blogodrama Is Ridiculous!

I’m fascinated by how self-destructive the core of the internet geek community is, trashing their favorites after weeks or months.

-Seth Godin here on the Buzz Bin

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Ironic isn’t it? Shel Israel did more to create the social media marketing industry than any other person with the possible exception of Doc Searls. More importantly, as business types and consultants try to dilute the value of social media, Shel continues to stand as a an uncompromising voice of reason (Image by Jim, the hyperlinkguerilla).

Yet here we are like a bunch of harpies ripping the flesh from his reputation. We’ve done this before

We’re punishing Shel Israel — author of Naked Conversations — because he wasn’t so egotistic to think that he could be mocked?  So now he’s Elliot Spitzer? And even if Shel did purchase his own URL, what would have stopped Loren from airing out his angst in a different form? It’s not like Shel could control the conversation. There’s more to this than just a bad video or two.

Yeah, Shel made mistakes, and he’s acknowledged it, too. The real blame belongs with FastCompany for not providing video training. Right now I am actively engaged in a process to learn video, and expect to make good videos in 3-4 months. That’s right, months (check out my most recent video with Rohit Bhargava).  Video blogging is much tougher than any other media form I’ve experimented with yet.

Quite frankly, I’ve had my personally created videos maimed and destroyed with malicious intent. While I did not voice my anger on this particular occasion like Shel did, I identify with it. And how do you feel when people mock your creations?

Has anyone reading this blog not made mistakes? I know I have, and openly discuss them, too. Further, if you got lambasted for making mistakes, would you continue to risk? To innovate? It’s still a very new medium, and we are all learning. There will come a time when everyone has visible scars. Really, mistakes are something to be encouraged, not chastised. Through pain comes growth.

But many PR types will tell you different. Never make a mistake. Maybe we should call it corporate HR instead of PR, since it’s so risk adverse. Remember these are the same people who don’t want to adapt to social media anyway. Yet the truth is most mistakes are recoverable, especially when they are externally created. A prompt admission, a quick amends and refocus on excellence usually addresses the problem.

Want an example? How about the Jeremiah Wright issue for Barack Obama?

Move on. Enough is enough. Shel means more to the industry than a bad video or two.

Apr
03
2008

Great Events with Brilliant Minds: Blogger Social & NewComm Forum

Over the next three weeks, I will attend two events that promise to knock my socks off.  Some of the greatest marketing and communications minds in the business will be attending Blogger Social this weekend in NYC and New Communications Forum in Sonoma County, CA on April 22-25.

Whenever you are around this many brilliant minds, it’s hard not to walk away with great new insights. I look forward to meeting many of my peers and teachers, from whom I am sure to learn quite a bit. A quick breakdown of each event…

Blogger Social

BloggerSocial Put 80 brilliant marketing bloggers together in three well organized events for fun, and what do you have?  A blast?  Put them in New York City, and the fund gets exponentially better putting the caps in Blogger Social.

This weekend’s events promise to be outstanding, and I look forward to pow-wowing with many of my colleagues and friends and meeting new ones. The fun starts early as Shashi and I hitch a ride together on Amtrak!

The Blogger Social ‘08 attendees:
Susan Bird Tim Brunelle Katie Chatfield Matt Dickman Luc Debaisieux Gianandrea Facchini Mark Goren Gavin Heaton Sean Howard CK Valeria Maltoni Drew McLellan Doug Meacham Marilyn Pratt Steve Roesler Greg Verdino CB Whittemore Steve Woodruff Paul McEnany Ann Handley David Reich Tangerine Toad Kristin Gorski Mack Collier David Armano Ryan Barrett Lori Magno Tim McHale Gene DeWitt Mario Vellandi Arun Rajagopal Joseph Jaffe Rohit Bhargava Anna Farmery Marianne Richmond Thomas Clifford Lewis Green Geoff Livingston Kris Hoet Connie Reece CeCe Lee Toby Bloomberg Seni Thomas Darryl Ohrt Joe Kutchera Paul Dunay Marshall Sponder Chris Kieff Tara Anderson Jason Falls Paul Soldera Roberta Rosenberg Saul Colt Todd Andrlik Nathan Snell Ryan Karpeles Mike Sansone Jennifer Laycock Neil Vineberg Cam Beck Mike Arauz Matthew Bailey Heather Gorringe John Rosen Cathleen Rittereiser Tamar Weinberg Rita Perea Linda Sherman Matthew McDonald Kaitlyn Wilkins Terry Starbucker Jennifer Berk Jane Quigley John Wall Scott Monty Kevin Horne Virginia Miracle Amanda Gravel Susan Reynolds David Polinchock Shashi Bellamkonda David Berkowitz Vahe Habeshian

NewComm Forum

join-me-green Many of the industry’s most brilliant members are attending the NewComm Forum this April 22-25th in Sonoma County, CA. There so many great communications speakers, it’s insane.

One of Now Is Gone’s primary sources Communications Overtone’s Kami Huyse has kindly asked me to join here one pre-conference workshop on the 22nd as well as main conference session on the 24th. Here’s what you can expect…

Pre-Conference Session: Tuesday, April 22 - 1:00 - 4:30 pm: Building Integrated Social Media Campaigns: How to Leverage New Media in Existing Communication Plans

This should be interesting because integrating social media into a larger marketing plan only makes sense, yet many folks still struggle with how to engage in social media correctly. We are already modifying several of our past processes to deliver something completely new for NewComm Forum pre-con attendees.

On Thursday morning, April 24 at 10 a.m Kami and I pick up the beat again for,Building Your Brand with Conversational Media.”

Hear how other companies have used social media to position themselves as thought leaders in their field. You will:

• Learn about the latest social media tools and techniques
• Take away a three-step process to begin engage right away
• Understand how micro content will help you to position your brand
• Hear about case studies that you can apply to your own business needs

Bonus Miles

Bay Area friends should be aware that a Chris Heuer organized Tweet-up in SF may be in the works on the 21st…  More details coming soon.