Social Optimization

Changing Places and Platforms and Names

2010-08-23T07:24:00.000-07:00

After a long Summer break with feet in the sand and sea (yes, we all need that sometimes), I am coming back to the blog to say that it soon will be moving. I find that with the increase of people in my network accessing from China, the less accessible I am. I have used Google blogger with YouTube as my host for a long time, but alas, I think it is time to move on (at least for business purposes).

At the beginning of Summer, I made the leap, or plunge to go back to Apple. I converted my phone, my laptop, my desktop, my network and even invested in an iPad for development of the forthcoming interactive "book" development. This has left me with a Summer of relearning and discovering the world of Apple and how to do what I need from this platform designed for user-friendliness. My old html coded webpage has to be redesigned and images need tweaking, but I am loving the ability to finally edit my films that I have been accumulating. So there are a lot of good things to come.

With time to reflect, I realized that the majority of my time being dedicated to advisory services and workshops based on the Art of Social Strategy. I need to move away from 2BalanceU as a brand to avoid confusion. So I will be moving my blog and my website shortly (don't worry this will all link over so you need not go looking for it) to one carrying my name.

Oh yes, and lastly (but not least), the demand for my services is greater than my available time, without diminishing the quality. (This is a blessing, thank you, I do appreciate your interest.) There are after all, only so many hours in the day and days in the week. First, I will be bringing in some interns this Fall to train them to run the workshops and help with keeping the research and cases up to date (nothing like stimulating the economy with more work). Plus, I will be collaborating with several organizations and groups to create learning materials that you can be used both online and off in an interactive way.

So as they say, back to work!

Rebranding, repositioning and renaming

2010-07-27T12:05:00.000-07:00

It is time again to re-evaluate my own strategic communications. Too many channels and a changing business require adjustment to the current needs of 2BalanceU. I am currently writing content for an interactive piece that will support and provide more clarity for my current lecturing, speaking and consulting.

I try to be true to my commitment to Balance (literally, professionally and figuratively). Therefore managing three blogs, six twitter accounts, 2 companies, two face to face networks and being an ambassador (not to mention mother, wife and friend) and keep healthy in the process, somethings gotta give. Time to practice what I PREACH! Discover efficiencies, have clarity and be relevant for maximum effectiveness.

Keep an eye out for some new changes. I hope you will be happy with the improved context, and perhaps a few interesting and entertaining anecdotes while we are at it.

What is “Social” and why do I care?

2010-06-16T00:33:00.000-07:00

Driven by the belief that knowledge is power and sharing is powerful, I dedicate my work to creating better understanding of the social tools that enable sharing of knowledge both in organizations and their stakeholders. The global benefit will be a greater use of knowledge resources to stimulate development and more effective and sustainable growth. Social begins with people.

The tools available today from new media to global networks and their events provide us with the ability to have far greater reach and impact with our social interactions. Handled wisely with strategic forethought, each one of us has the power to be a change-maker. With the right social strategy each organization has the power to make the world a better place, while improving their bottom line.

Social tools are not limited to new media or social media. They are the social interactions we have face to face that we support through online interactions. They are the communities we choose to support and participate it. They are the relationships that we develop and nurture over time that define us and the people that we interact with. They are the opportunities to interact with like minded people. When we understand how to use them more wisely.

Conversation Prism by Brian Solis & Jess Thomas

2010-06-07T04:30:00.000-07:00

Great graphic for continuing the conversation on social tools:

The Conversation Prism by Brian Solis and Jesse Thomas

Growing Business Through New Media at Global Summit of Women

2010-06-04T02:06:00.000-07:00

Growing Business Through New Media for Entrepreneurs

2010-05-31T05:17:00.000-07:00

Growing Business Through New Media

View more presentations from Heidi Forbes Öste.

Here are the slides from my presentation at the Global Summit of Women in Beijing last week. The panel was titled Growing your Business through New Media. The other panelists were Bobbi Dangerfield from DELL and Kristina Bouweiri from Reston Limousine.

Social Strategy needed for Economic Recovery

2010-05-28T02:08:00.000-07:00

“Honesty, integrity, cooperation, collaboration, partnerships that mutually benefit and respect, public engagement, accountability, transparency, role models, knowledge sharing, perspective.“ These are all words that we are hearing repeatedly in the common theme of the Global Summit of Women in Beijing . From Maud Olofsson, Deputy Prime Minister of Sweden (so glad to see her here as a role model for Swedish women professionals) to Rosie Rios, Treasurer of the United States, to Wang Lili, Senior Executive Vice President, Industrial and Commercial Bank of China in their session on Global Mega-Trends of the Economy to the Leading Corporate Change CEO Forum with Microsoft, Haier, Boeing, Korn Ferry execs all leading the call for action. This is no small talk. It is not whining about problem, it is talking about solutions. They mean business when it comes to making the case for change and how it can happen.

The solutions and themes share something at the root: SOCIAL. I came here not only to speak on Growing Business through New Media, but also to see what women of influence are talking about and to whom. Who are the companies that are investing in making a difference through engagement and CSR? I want to know which companies and organizations realize and walk the talk to the 50+% of their market and 80% of their decision makers on the purchase of their products and services. They come together here to make a difference and it is resounding. As an advisor on social strategy I believe it is critical for companies and organization to get involved in people not just the technology they use and platforms of networking.

This is just the first morning, but I am glad to be here and will be writing more as the event continues. My connection is limited, so I will work with what I have got. Pictures will be posted when I return to Sweden and my beloved unrestricted access and bandwidth. Some things we just take too much for granted. (It will be nice to get back to the balance with men too, a little too much estrogen can be a bit overwhelming.)

written on Day One of the Global Summit of Women in Beijing, but unable to post until now. More to come...

The Art of Social Strategy keynote video

2010-05-18T01:34:00.001-07:00

Get hired using the Web

2010-05-13T01:10:00.000-07:00

Published: 10 May 2010 in Svenska Dagbladet (SVD) -in Swedish
Like it or not - social media like Twitter, blogs and Facebook are becoming an increasingly important part of our lives. For those looking for a new job or dream of headhunted, they are also more than just entertainment. Few employers want to admit it but many do use Google in prospecting for the new recruits. Then you have to find the right information.

Heidi Forbes Öste, Adviser in communication and social media, usually recommends everyone to sit down and reflect on what they want to achieve and to decide how much time they want to spend. - Build a strategy. What do you want to communicate and with whom? Otherwise it is easy to spend a lot of time without actually achieving anything, "she says.

There are a tangle of sites, and popularity changes over time. Heidi Forbes Östes advice is therefore to build a "base"

- a profile, blog or website to which their other profiles pointing to. There you can collect information that an employer may need.

- Social sites often have a limited number of words, so it is good to have a place where you can follow in detail explain what you're working with currently, what you know, what references you have and so on, for those who want to know more about you.

"Status update on ie. twitter or facebook you every time you post new information there, to bring attention to your post, "she says.

"For those who want to be perceived as an expert in their field, be visible and participate in relevant forums." Post links to relevant forums in your status updates.

Mi Lennhag is a PhD candidate in political science at Lund University and the research on corruption in Eastern Europe. She blogs about her area of research, links to posts on Facebook and follow others with similar interests on Twitter.

"I know it has been seen as an advantage when I have searched some job or wanted to write some stuff. When people have searched for a lecture, I have also been told that "we saw your blog and it gave a serious impression," she says. For her, it has been a conscious strategy to be active in social media, and in addition it has led to the assignment, she also received a large network.

"When something happens in Eastern Europe I go to my Twitter Feed where I have a collection of individuals whose reporting I trust. In my contacts, many people who have specific knowledge of Eastern Europe and I can quite easily contact someone to ask something specific, get feedback and disseminate research and lectures,"she says.

Heidi Forbes Öste recommend everyone to go out on the web. "Even if you are a bit older and maybe just lost your job. Then it just in time to get started now! On LinkedIn you can post your resume, connect and network with old colleagues and get references (and provide them). You will be amazed at what contacts you have.

Facts Guide to networking sites, three sites

LinkedIn: A professional network where you can post your resume, contact information, references and more.

Facebook: Social networking.Here you can socialize with friends, chatting, posting, uploading photos, etc..

Twitter: A micro-blog. Others can follow your brief updates, you can follow others.

translated from original article written in Swedish by Anna Roxvall (anna.roxvall@svd.se)

text in italics were edited with additional information for clarification

Google Head of Social needs to be Strategy not Product

2010-05-12T00:45:00.000-07:00

All morning I have been reading updates about Google's new job search for Head of Social. Being an avid Google user in many regards, my initial reaction was: Yes, Finally! Then I began to read the job description and the further comments and blogposts from other techies and social media experts. I'm afraid Google has missed their mark. Indeed they need someone with social media experience, management and strategic thinking, entrepreneurialism and competence, a leader, and so on. But as long as they understand the capability and potential of the technology, their understanding of human behavior in social and global marketplaces is more important in order for them to succeed at social.

We are talking about "social" here. And what is social? People. When I work with clients on social strategy, they have been caught up in the technology and forgotten about the people element. "Needing" the latest social platforms and tools, referring to people as users, not looking at the human potential or needs, understanding how their own strategy fits in the social strategy are all challenges they share. I am just surprised to see a colossal like Google making the same mistake. Fix it by making it more applications or gadgets or going away from the mission itself will not solve the problem, in fact it will make it worse. Buzz and Wave have great functionality, but who needs yet another thing to add to their list of places to check in order to be sure you are up on the latest information.

Head of Social at Google is being positioned under Director of Product Management, Social. To solve the problem their needs to be a more social emphasis that is not simply product based (although this role is also needed). I agree with some of the point brought up by Mehendra in 10 questions presented for the Google Head of Social on Skeptic Geek blog. Mostly I think he captured the point of where is the strategy overall. If Google is to succeed in the social marketplace, they need to re-evaluate their social strategy and integrate it into their business strategy overall. They need to look for a Director of Social Strategy who understands the big picture. Hiring just a product manager when the overall strategy is missing a critical component is set up for failure. Look at sociology or community experts to add to the mix. Just because they are big doesn't mean they don't have the same challenges as everyone else adapting to the social economy. Fortunately for them they have the capacity and the resources to do something about it.

Expert: Companies miss chances on Twitter

2010-04-22T04:34:00.000-07:00

several people have asked me for an English translation of the article by Thomas Lövgren in Metro Teknik (22 April 2010) So here, it is. I hope the translation is ok.

Many companies have no strategy when they use social media, according to advisers. A clear policy is needed to encourage businesses to make better use of employees' social skills. Social media is a buzzword reminiscent of blogs, micro blogs and Facebook. For many, social media is a way to talk with friends and meet people with similar interests.

This is also a the perception that many companies have. But it also means that companies are in danger of missing out on the opportunities social media can offer, "says Heidi Forbes Öste, Adviser in communication and social media.

Companies with a clear strategy would be able to channel the workers' social skills in order to gather tips, information and establish important contacts.

Each company also has a background story, to attract people through social media, it is important that the story be communicated clearly.

- It is important to know who they want to be, to explain their company's identity, "says Heidi Forbes Öste.

For employees to use social media at work requires a vigorous but brief policy so that people know what they can say and not say.

- If it is ten pages long, no one reads it says Heidi Forbes Öste.

TIP!

Heidi Forbes Öste's five tips to consider when investing in social media in your business.

1st Have a strategy that clearly communicated internally.

2nd Invest only in social media, that are value added for your business.

3rd Be consistent and relevant with information that employees use externally

4th Be patient: Building relationships takes time.

5th Social media should affect all areas of the organization to get the best returns.

6th Invest in one's own social platform, where employees can share information and knowledge internally that is accessible to all employees where relevant.

10 Truths about Social Strategy

2010-03-17T02:03:00.000-07:00

1. You must cultivate an environment of trust for social tools to be effective.

2. Social requires people interacting, the tools enable the interaction.

3. People are individuals, effective social draws on their strengths and passions.

4. Social impacts every part of your business that is not automated by a machine.

5. You do not have to be a "people person" to be successful in social business.

6. Listening is more than monitoring.

7. Social tools are not just on-line, they begin with face to face interactions.

8. The extensive power of social is in engagement and resonance.

9. Communities do not get authentic commitment by force, but rather by seeing value.

10. Social strategy must be aligned with your business strategy.

The Art of Social Optimization

2010-03-03T05:38:00.000-08:00

Bringing all the elements of social together to consider the benefit and impact on organizations and their influence has become an increasingly important. To speak about being "a people oriented organization" social must be taken into account. My recent workshops in Egypt and Ethiopia followed by strategy sessions with a global company and executive trainings for business leaders have all had a common thread. In revising my presentation for the Ethiopia (note, 0.4% Internet penetration) to provide context, I removed the social media tools themselves(that all clients seem to want to jump ahead to). Doing this, the opportunities and the pitfalls of social became more distinct. I have returned to my "social optimization" theory that requires developing and maintaining mutually beneficial relationships for growth and sustainability in a social economy. This mean you have to look at how and why you interact with your human capital first BEFORE you apply to on-line tools. It is the cultivation part that is so critical and often overlooked.

The above presentation, of course, had much discussion that lead in different paths depending on the context for the audience. The workshops in Ethiopia and Egypt were more focused on growing businesses to compete in the global marketplace, and emphasized Networking and Communications. We spent a lot of time bringing clarity to their stories and finding context for growth. The corporate and executive presentation and workshops were held in northern Europe, and had more of a business strategy and Corporate Social Responsibility emphasis. Engagement and finding ways to be more effective were the focus of conversation.

A note regarding the video, as it may not have as much context without the accompanying dialog. Aired in 2002, its re-emergence explains the power of word of mouth and sharing things in social tools beyond their original intended use. I use it often in presentations because it touches beautifully on the feeling of discovering context and connecting to something greater than ourselves by listening.

On a personal note, I have to say that I am thoroughly inspired by the people and the opportunities that working in social strategy has presented. I work with interesting and companies and executives that recognize the need to prepare their organizations for the social economy in order to sustain their company's and their markets' futures. I devote part of my work to creating change through knowledge sharing in the networks where I feel it will have the greatest impact. In this part,I am both supporting economic growth through women entrepreneurs, especially in developing markets, as well as teaching for the academic and non-profit arena where there social tools can have immense impact on change and the next generation. I look forward to connecting to more people that are working in this cross-over area. For me, that is social optimization, as I get to learn, to teach, to be inspired, and hopefully to inspire some along the way.

Social Strategy in Global Context

2010-02-04T00:55:00.000-08:00

Perspective is thrown at me like a rocket. Next week I fly to Addis Ababa, Ethiopia to present a workshop on Social Strategy for Women Entrepreneurs. For those of us from developed and highly connected countries (myself living in Sweden), let me put this into context. According to the Internet World Statistics, Ethiopia has the lowest rate of Internet and Mobile penetration in the world (0.4% of 28 Million people). There is one national telecom provider, ETC, which politically filters ( censors) content. The GNI per capita (annual individual income) is $280 (no, it is not missing a zero).

That said, there is a concerted effort to create change and leapfrog growth via access to knowledge, education and new business through the Internet. They are making strides in privatizing the telecommunications and building up infrastructure. CyberEthiopia reports on progress and access such as IT programs at the universities and companies are gaining momentum. These people are thirsty for knowledge and the desire to connect.

I am very excited about this opportunity to learn from them and to share what knowledge and tools that I can to help them in their journey. My greatest challenge is to provide context within realistic means for their achieving their goals. My workshop will begin with the importance of strategy and “base social rules” for engagement. The sections are as follows:

CULTIVATE, CLARITY, CONTEXT, COMMUNICATE, COOPERATE, CO-CREATE

The advantage they have is to not get caught up in the latest and greatest app or widget (which quite frankly is refreshing, teaching twitter is not really what strategy is about). We can focus on the most essential tools and elements of strategy that cultivate a business that is prime for whatever social tools they can gain access to.

I look forward to writing more on this experience after my return. What are your ideas with how we can influence change and help them succeed in their efforts to leapfrog to catch up?

Davos on Growing Influence of Social Networks

2010-01-22T04:48:00.000-08:00

This entry is in response to the World Economic Forum's commencing in Davos with the Growing Influence of Social Networks and the workshop topics they will cover. First of all, It is great to see this critical topic put so high on the agenda at Davos.

“How are social networks changing society?”
Working with face to face and on-line global networks, it is clear to see the benefit of the reach that on-line social networks provide. We are able to interact with our community members regardless of their location and mobility. We are introduced to secondary and tertiary communities for knowledge sharing that both sides benefit from. Knowledge is shared based on need or interest, not simply, who you know or what you can pay for. We therefore see accelerating growth in the developing markets, especially through women entrepreneurs who have been given access to knowledge previously unavailable. Women are building businesses that give back and are supporting each other through microloans, distribution of products and building networks for growth and education.

“What are the most important implications and risks for society?”
The risks are that we ignore the conversations. Education and training are important. So is building the infrastructure to avoid creating further disparities in wealth in developing areas. One response here was that the risk is isolating those that are not connected. This is no different than with the emergence of email. Social media are a new communication form, NOT just a channel. The risk is that we treat it as a channel and miss the opportunity to communicate, share knowledge and learn.

“What should individuals and institutions do to leverage the power of social networks and improve society?”
Individuals and institutions should focus on learning and teaching effective uses of social media and networks. Face to face interaction is the foundation of networks and relationships, but social media provides a needed opportunity to have fare greater reach in depth and breadth. Knowledge sharing is critical for the future. Identify the thought leaders in social strategy (in your organization and from outside) and work with them to learn and teach you and your organization to benefit from the new tools not be left behind by them. Define a strategy, and align it to your vision. Create guidelines and policies to simplify the best practice both for yourself and for your organizations.

What are your thoughts on Social Networks at Davos and what they should be discussing?

Social Media Policy, laying the groundwork for the global market.

2010-01-13T02:45:00.000-08:00

It is great to see some big players making concerted efforts for cultivating a collaborative culture that supports their strategy through establishing effective social media policy. Here are a few examples that stand out. Here is Adam Brown, Head Of Social Media at Coca-Cola as interviewed by Andy Sernovitz, author of Word of Mouth Marketing.

IBM-s policy can be seen here: IBM Social Computing Guidelines or heard here: IBM Social Computing Guidelines video
Social Media Governance has created an online database of Social Media policies
Interestingly enough many organizations still have no fixed guidelines or policies on a global scale. These are simple and necessary to improve effectiveness and to avoid major mistakes. The details can come at a market to market level. Kudos to those who recognize this as a top priority. Please feel free to add to the list. I am sure there are many more, although some do not share links to the greater Internet community.

Cultivating Social Business Success

2009-12-18T00:54:00.000-08:00

Cultivating social business success requires renovating your communications to find value in your human and social capital. 2BalanceU's methodology of cultivating a landscape for maximum added value of social communications tools (dialog not broadcast based) implementation. Achieve balance between listening and broadcasting for success in the new marketplace.

Hewlett Packard fails in Social Media

2009-12-14T01:20:00.001-08:00

It is always interesting working in social media how cases sometimes just fall into your lap. I have made it a policy with my own work to try to focus on the positive side of things. The positive side of this is that I get an active case study to use with my clients of what NOT to do. To start with, we must remember the range of what social media entails, we are not talking just Facebook here. Communities and dialogs of all sorts, blogs, microblogs, social network sites, intranets, are only effective if we partake in the dialog with which they are designed for. When we invite dialog, we must take part in listening and responding, not just setting up a forum.

We have all had moments of frustration that involve the hardware and drivers of various gadgets and connections. This time, it was my HP printer, yet again. When it works, I love it. Unfortunately, more often than not, it doesn't agree with me. I think I have removed and re-installed the printer drivers and software more times that I care to name. This time it was the printer cartridges, which is clearly where they make their money. After the printer demanded, yet again, to replace the ink cartridge that I recently replaced. Despite replacing it yet again, it continued to refuse printing for lack of yellow. The natural solution was go to the HP support site. To my grave disappointment I discovered a years worth of similar customer complaints over eight pages, without one single response from a HP support representative. The solution presented, by several of the customers, never buy another HP product and switch to Canon. Very sad indeed. This is exactly what NOT to do when your company decides to enter the dialog, be-it a forum, or other forms of social media.

Out of curiosity, I checked their Facebook presence. Many official sites, not so much activity and all employees (ie. no trust). I must say that I am not surprised given the start. So I shall tweet and maybe if I am feeling adequately irritated, I will start a Facebook fan page for fans of "HP doesn't listen". I could even invite all the poor victims of the support forum that had the same complain, after all united voices have greater impact.

I have now replaced my printer with a Canon, as I need to continue working, and the printing job cannot wait. My HP printer at home has been acting up too, so we shall see how long it takes to get to "adequately irritated" even for a patient person like myself. I am just one of many. Shall we practice a ferocious roar for disturbing our workflow, wasting our time and our money.

Don't Waste Your Time on Social Media

2009-12-03T05:38:00.000-08:00

Don't waste your time on Social Media. Make your interactions count. Having a clear Social Strategy and policy for your employees (and yourself) means the difference between return on your investment and sunken cost and time. Before opening the floodgates consider these steps:

Create a clear policy on what type of social media interactions are within the professional area of your employees. For example, human resources, should be using Linkedin and Facebook to review potential new candidates. They should also ensure that the company listings are current and appropriate. A great example is Boston based recruiting company Hollister staffing, where they are also active in groups for seeking new candidates from the experts.

Divide time between monitoring, replying and feeding. Some of this can be automated, and the tools are improving for monitoring. Be careful to keep it authentic. Too much automation in reply and feeding can have a reverse effect. One company to watch that is doing some interesting things here is Stockholm based Springtime. They do the filtering and deliver to the appropriate expert within your organization.

Keep it professional: When on the company twitter account, posts should be relevant and of interest. Share articles of interest to show your keeping current. When posting news, always link back to company blog or website. Provide time constraints. Keep the talk clean, limit slang and avoid swearing. Jeff Bullas in Sydney has written several great blog entries about the importance of linking back.

Learn how to use social media as a resource for new information both pre-existing and that which comes from requests. Teach your employees to do the same. The more clarity you have in your policy for social media use in the workplace, the more effective your team will be. They will thank you for it and you will see the results.

It is helpful to always remember that social media and networks are tools for knowledge sharing in a dialog, not simply new media channels. The sooner you create a clear policy for use, the better off you and your organization will be.

Clarity

2009-11-17T02:50:00.000-08:00

There is something beautiful in the concept of "clarity." What I have semantically mistaken for "simple" has been corrected to "clear." In the process I have found clarity. When we draw our stories for use in strategy sessions, the ultimate goal is to find the clarity in our voice and our vision. It is not about making things less complex, but rather about making complex concepts easier to understand. Coming from the perspective of keeping things positive, I really like this approach and better way of expressing it. (Thanks for fixing my semantics, GK Van Patter, Humantific)

Applying my new semantics, my presentation on Social Business Strategy had greater resonance. For after all what we are trying to achieve in workshops is create a greater understanding of complex concepts in a short period of time. I like to refer to it as teaching us what we already know with a new approach to applying them. It is not as if we don't already know that if we express ourselves more clearly people will understand our message or our intention. "Get to the point.","K.I.S.S. (keep it simple stupid)", "Elevator pitch", "vision statement", they all have something critical in common - clarity. For communications professionals, Clarity, is where they excel and where their skills are overwhelmingly needed. The channels and audiences can vary as long as you have a clarity in your story and vision for your strategy.

Social Optimization as part of Social Business Strategy

2009-10-23T04:45:00.000-07:00

Social Optimization

View more presentations from Heidi Forbes Öste.

This presentation is a summary of slides from a three part class on social media strategy. It was designed for the particular audience, which was business school students and entrepreneurs. The last slide provides a basic exercise for getting started on building a stronger foundation for your social strategy. I am revising the second two parts (Social Media & Implementation) for a more general audience to upload shortly. The class name has since been updated to "Social Business Strategy." Please feel free to contact me should you be interested in learning more about this class and supporting materials.

Google Wave, starting up

2009-10-15T04:20:00.001-07:00

I just started two waves on Google Wave about "Social Business Strategy" and "Collaborative Culture". As the invites to the Google Wave beta only went out today, we will see if this wave grows. So far, no response and only four of my contacts are on there, but they are 10 time zones away. So, I invite you to join the wave if you are there and let me know who else is out there. I like the concept, but sure is hard to test when limited the invited test group.

Here's the waves...

SOCIAL BUSINESS STRATEGY: Let's define it together.

Applying social technologies to add value to your organisation requires cultural shifts for implementation to succeed. Leadership needs to be 100% committed and engaged in the process for it to succeed. Trust is critical. Monitoring and Measuring is important to get commited engagement and verify results for ROI both in time and money. The technologies are the tools, the people are what make social business strategy effective.

COLLABORATIVE CULTURE Currently working with the challenges in adapting hierarchical corporate cultures to one that is more collaborative to prepare for implementing social business strategy. Would love to hear your thoughts and ideas on this topic.

What is Social Strategy?

2009-10-07T05:29:00.000-07:00

After a week of teaching and presenting corporate workshops on Social Strategy, I am struck by the fresh untainted perspective of the university students and the entrepreneurs and the resistant fear of the larger corporate clients. I sift through from my favorite tweets and blogs, a few searches based on kernels and new thoughts. I allow myself to get “sucked in” in the name of research. I keep fighting with the semantics in my search. It must go beyond social media as a marketing tool, enterprise 2.0 as internal communications systems, and social enterprise CSR for directing public opinion. To be truly effective social strategy, it must include all these elements. I follow “social media optimization” (and “optimization”), “social strategy”, “social business”, “enterprise 2.0”, “knowledge sharing”, “knowledge management”, and more.

Thanks to Beth Kanter’s tweet I’m lead to, Antisocial: Why Corporate America Keeps Rejecting Social Media” by Geoff Livingston of CRT/Tanaka. Geoff talks about the five barriers: Control, Authenticity, Self-Promotion, Shiny Object Syndrome and Personal Brand Conundrums. I might add anti-social Corporate Culture (lack of trust) and not shared Vision to his list. All of these issues are easier to teach a student or easier to adapt for entrepreneurs, therefore giving them a clear edge. The follow up article was equally interesting: Top Five Organizational Silos” identified: CxO Suite, PR/Public Affairs, IT, Sales and Marketing /Donor Development, and Legal. With start ups these roles are already shared, so they find it easier to avoid (ie. The solos are not constructed in cement yet). I was finally getting to the content and conversations I wanted to hear more.

Social Business Design by Gurav Mishra of 20/20 Social

I come from a background in knowledge management (corporate) and learning management (education) where they are essentially same thing, just different names. I knew I had to dig deeper changing my semantics yet again to get what I wanted. So I hit it and was pleased to see others with the same evolution of thoughts. It is “Social Business Strategy.” Guarav Mishra of 20/20 Social phrased it very well in his article titled appropriately, “From Social Media Marketing to Social Business Strategy”. When working with companies on their social strategy, it often gets relegated to the Communications or Marketing departments otherwise thought of as “soft” side of business. It is a strategic decision to be social, and must be treated as part of the objectives of the organization. Social business strategy must be adopted organization wide if it is to be effective. It is not just about refining the communications and using new tools. It is a change in culture and how we do business both inside and outside our organizations. Jeremiah Owyang of Altimeter Groupdoes a nice job bullet pointing the areas of impact for social strategy in“Companies Must Plan Holistically For Social –Beyond Marketing

Of course, we come to the area that we all love, the return on investment, the impact on business performance and the future. Oliver Marks of ZDNet presents the issue of cultural adaptation to the collaborative model in his post on “How To Sell Collaborative Business Performance Internally”. He stresses the importance of leadership and vision in creating success in his post “Social Business in Action - Establishing Excellence”. Identifying and the champions and ambassadors that will make the social change happen are important to recognize and treat as such. The vision that is expressed from the leadership should be clear, concise and something that the entire community can embrace. Entrepreneurs and students are social in nature, as a matter of survival. They often need the assistance in refining their goals and objectives so that they too can communicate their vision.

At least now I know what I need to call it, concise and clear: Social Business Strategy. Who else is working from this angle that we should follow?

5 Keys to Social Media Effectiveness

2009-09-28T03:17:00.000-07:00

In working on a course in Social Media Effectiveness, I found myself defining the base principles again. Overlooked far too often, I thought they might be worth sharing.

STRATEGY: Define your objectives so that you can determine where your energy is best placed BEFORE your spread yourself too thin. Understand which sites are social and which are professional. Establish clear rules for you and your organisation as to what is public information. Define who the on-line representatives are and make sure they are clear on the strategy (Make sure they use separate accounts for their non-company related media activity). With clear objectives, it is easier to follow the tactical efforts for measurement of their effects on engagement and ROI.
AUTHENTICITY: Don't try to be something you are not, it will destroy trust, and ruins your credibility. Be real, it will add depth to your interactions. Errors are opportunities for learning and conversations. Accept them and use them to build engagement.
ETIQUETTE: Remember the base rules of social etiquette that you learned in kindergarten. Speak when spoken to. Offer thanks for when someone helps you. Be respectful. Don't use vulgar language. Maintain your connections. Don't shout (all caps), unless you really mean it. Listen when others are speaking. Be humble.
SHARE: Promote your peers. Pass on knowledge, links and media that is of interest to your readers or community members. Build, don't burn bridges. Connect others who have potential synergies. Promote your own expertise by sharing your knowledge for others to learn from.
QUALITY: Protect the integrity of your network. Participating in the same community does not warrant a "friend" or "link". These should be determined by real interactions that provide ability to create a reference or support a referral. Just as reciprocal "following" or becoming a "fan" does not add value. As your interests also define your profile or your brand.

Of course there is more, as this is just the base key principles. Please feel free to share your thoughts and examples of success or failure using these keys.

What a "User" looks like

2009-09-25T05:27:00.000-07:00

This is such a beautiful depiction of what social media can do and who is our "user." I came across this British Telecom (BT) advertisement from 2002 in searching for images to add to a class I am teaching on social optimization. Talk about engagement, they certainly got me (but not for using their services). I certainly took the time to share the advertisement with my community of social media people. What I found fascinating by the commentary on this YouTube posting was that it was mostly based on "the making of" There were people who were in the advert, and others who "knew people in the advert." But the content message was not commented on. And yet, despite this advert being over seven years old and made for television, it is now being used by people like me, via YouTube, as content to explain the power of social media. The individual who posted it is not even connected to BT (at least it seems). Something is far more sticky in that...

#Q-Day reflections

2009-09-24T05:17:00.001-07:00

Brilliantly presented the Q-Day conference exceeded my expectations. To keep on topic with this blog on social optimization, I will not go into great detail on the speakers of wither Q-Day or the second day of Innovation in Mind. Instead I will share a few lasting impressions.

Live interaction that is shared via SMS/MMS and then posted on side screens was innovative and engaging. Thank you to:

Susan Blackmore for pointing out the gorilla in the room, but also reminding us that if we do not need to see him it may not matter. Externalities can simply be distractions when we need to focus to complete a task.
Germund Hesslow for reminding us that mistakes can be creative and that "he who never makes a mistake has never made a discovery." Innovation comes from , according to Goethe, 10% inspiration and 90% perspiration.
Anders Persson for amazing us with the depths to which we can see the invisible , solving problems we didn't realize were there in a non-invasive method.
Kary Mullis for pointing out that monthly reports can kill creativity and that innovation that breaks limits and expectations often requires creating one's own smokescreen.
Spencer Tunick for helping us understand that a day in jail is a small price to pay for creative expression.

Innovation in Mind applied (part one)

2009-09-21T00:19:00.000-07:00

The last week has been full of conferences and little time to reflect. Starting with Q-Day and Innovation in Mind in Lund and followed by TEDxStockholm. Each of these had both face to face elements that I have tried to reflect and capture as well as social media tools applied to create greater interactivity with the participants. Q-Day did this particularly well with mobile texting tools integrated into the scene.

Reflections from Innovation in Mind (day one):

Bengt-Åke Lundvall - Great to have innovation and creativity officers representative in EU, but missing measurement of entrepreneurs and SMEs (and noticeably missing women). The audience was particularly disturbed by the "old men" representation of creativity, and did not hold back from expressing it on the message boards. Seems he forgot his audience when creating his message, as these were predominantly innovators and entrepreneurs, not politicians.
Henry Chesbrough - On open innovation, great modeling for critical element of capturing spin out and spin offs in innovation process. We must figure out better models for Yours/Mine/Ours and Intellectual Property. This "open" aspect of collaboration is certainly a great deal of what "social" strategy is about.
Nikolaus Franke - Finally simplified explanations of User Innovation (user gets benefit from using, not selling) and the importance of applying information from test users in analygous markets. Brilliant. This is true social optimisation in R&D. Understanding that the users are not always obvious and neither are their motivators for innovation is critical. Great examples of toolkit development to simplify users participation in R&D both from online t-shirt design to watch design. Reminded me a bit of the Timberland customized boot or Ralph Lauren custom polo short applications. But the data on what the user was willing to spend on individual customization was quite interesting (nearly twice).
Sahar Hashemi - Was a brilliant presenter. She shared her story on the founding of Coffee Republic with such authenticity that she engaged each and every member of the audience. Her message was clean and clear and inspiring for everyone fearing taking the entrepreneurial leap, she left them feeling they could do it and as she says "the net will appear."
Clay Shirky - I will write more on his presentation in a separate entry, as his work is so critical to understanding the impact of communities and users. It was a delight to see him present and to meet him afterwards.

Eric von Hippel -Spoke of Lead User Innovation (user who innovate to solve their needs at private expense & the freely reveal their innovations) and the difference with User Driven Innovation (otherwise known as, Market Research) and the importance of recognising that over time fewer users can compete with user collaboratives. This was a great example of how SMEs and Entrepreneurs have an advantage in the new marketplace using effective social strategy.
And finally the panel that (from a social strategy perspective) accentuated the importance of collaboration and partnership as well as the power of listening to analygous markets. (ask listen, learn)

My reflections are from a social strategy perspective, but keep in mind there was so much more. More to come...

Writing for a global audience, hello "z"

2009-09-19T03:22:00.000-07:00

I finally give in. As a serial expat, my American language has become influenced by British and European English resulting in my spelling going to pot. Working with Social Optimization does not help given its blatant exposure of my weakness. So, I give in. I will use (or at least try) to return to my American roots and spell with the "z" of my childhood. I must admit I am attached to the the softness of the s in "optimisation" so it will be with regret. I have received sufficient flack from both family/friends and readers now that I must decide. On top of it all is the fact that in order to optimise for search engines, I must use the more common spelling. So forgive me if I slip up every now and again. From now on you can find my work under social optimiZation. But fear not, I will not become a ForbeZ.

Q-Day Opening with Teitur

2009-09-15T14:39:00.000-07:00

Enjoy the fabulous opening to Q-Day while I try to edit together footage from great presentations on innovation, creativity and conscience byHesslow, Persson, Mullis, Tunick, Albertson, Blackmore and Bushnell.

Keeping Social and Keeping Up

2009-09-14T05:09:00.000-07:00

I am reminded by my colleague as we sit and work on the book about "Social Optimisation" that the biggest struggle that we all share is too few hours in the day. Trying to keep up with blogs and tweets, curriculum development for classes, presentations to tweek to specific audiences and deliverables for consulting clients becomes a bit of a balancing act (pun intended), not to mention having a life and keeping healthy (which by the way is not optional, its required in the social optimisation equation). Yes, even those who work with balance can become off-balance. But this only fuels my fire, so to speak. The more effective the tools, the easier to take the best of what there is to reuse where applicable and apply where needed. The beautiful thing about social is that we all use it in most of the areas of our work. It is about people communicating with people. The message and the methods may change, but the base principals are the same.

I have decided to try some different tools that might make the message simpler and cleaner, video. So keep posted, for video blogging to come. (Of course, the drilling above my office might make this a challenge, I will do my best.) Tomorrow begins "Q-Day" that leads up to "Innovation in Mind". So, I will be blogging and "V-blogging" during the day and we will see if this works well.

Stay tuned....

Social Media for Non-Profit Organisations and Networks

2009-09-07T02:46:00.000-07:00

"Where do we start," is the common question I get at workshops on social media for global networks. The struggle that many have is partially based on a technology gap, partially quick turnover of volunteer boards, and often too much fear of getting out of the comfort zone. This leaves much room for knowledge to be lost and information to get caught in transitions and never shared. In my workshop on PR tools at the BPW Europe Congress yesterday, the discussion was quickly diverted to what are the tools for, how to use them effectively, as they were all perceived as channels. The beautiful thing about the way things are evolving, social media tools are, in general, user friendly and free (non-profits love this). So here is one way to simplify the recommendation:
Firstly, with each of these tools there must be an account that is shared by the club to access and a record of which tools are being used. This will simplify the archive and tracing process during handover of new boards. This can be done by creating a free gmail account which forwards to those currently responsible.

Second we select the content to be shared. This does not always have to be created, as it may have already been created by others (interviews, photos from events, in the press, links to products, services, articles, blog posts,...). Write your commentary and questions in text format and save for insertion.

Third we send these through translation tools that will host the dynamic content and provide an embed code or link to it to insert when you broadcast.
Here are some examples of translate tools that I have found effective:

Links: http://bit.ly Shorten urls so that they are easier to share.
Presentations: slideshare.com Converts Powerpoint presentations and images and hosts them, providing a, embed code
Documents: Adobe Acrobat, from Word download the conversion tool to make any doc a pdf
Video and Music: YouTube.com Upload video to host on YouTube, can use the direct link or create an embed code
Pictures: picasa.google.com Upload your images and create an album to share via link or embed

Fourth step is to take ownership of these tools and provide them context. You can do this through creating a press release uses the links and embeds to enrich the content. This can be broadcast through onlineprnews.com which with the free version will broadcast and the fee based will optimise it for search engines (determine which is best based on the importance of the reach and accuracy in targeting required for the particular message). Maintain a blog that can be linked to your homepage where your editorial, and content can be compiled and broadcast. Both Blogger and Wordpress are free and easy to set up and use.

In between these lies the infamous twitter. Do not use your personal twitter, keep a separate account for the organisation for relevant, contextual only tweets. They can be managed separately using tools like tweetdeck. Tweetdeck will also enable you to shorten urls within it, so that you can share individually elements of the content (from content host links, above) or the full summary (press release or blog). This is important as you are limited to the 140 characters. You can also embed the twitter profile and tweets in a sidebar of the blog or website by using a badge. If you are new to twitter, keep in mind to stick with format of headline and link only. To avoid "ego" only tweets, refer to other links in context outside of organisation.

Next you have the channels which here is just to name a few. The key is to understand where your audience is interacting and have a presence there, whether it be in the form of a group, a fan page, a separate community or site. Here are some of the ones that I use and their different purposes:

SOCIAL: Facebook is a great tool for social interactions that have extended and local reach. Just remember that the interaction is social, not professional, so unless it is of personal interest to the audience, it is not appropriate. As an organisation you can create a Fan Page that Facebook members can join to hear news, give feedback and share their appreciation of with their friends.(note: rule of thumb for connecting on Facebook, only do so if it is someone that you would ask how their family is, not just as a conversation starter, but because of genuine interest).
PROFESSIONAL: LinkedIn is the best tool for professional referal and reputation management. Create a group to where you can have interactive dialog, update when there is new content or news of note or interest to others. (note: rule of thumb for linking on LinkedIn, only do so if you have an interaction or experience to base a referral on to ensure the integrity of your network. When you refuse, do so politely leaving the door open for when you have that interaction or experience).
~Xing is a hybrid of the social and professional that also encourages local communities to create face to face events. Most active in German speaking countries but does have global coverage.
Homepage: Provide a space to announce your presence and link to them on your homepage so that your readers know to look for you there. Also be sure to provide the opportunity for your readers to share content via both RSS and tools they are using (try adding ShareThis). If you already have a community or blog, make sure to integrate the new content regularly).
INTEREST: Ning is a free online community building tool that can be used for both professional and social purposes, depending on your need.

Lastly, but very importantly, once you get to your audience, you need to remember that it does not stop there. To be truly effective, monitor and measure who your reader is and their behavior. Google has two great tools for the monitoring (Google Alerts) and measurement (Google Analytics): I am currently evaluating some of the more indepth tools that are coming out onto the market for measurement. This is a critical step to understanding our effectiveness and continuing improvement. You can always ask them directly if you know your audience or embed a survey in one of your communications via SurveyMonkey.

As we all know these tools are constantly evolving and new ones come to market daily. The recommendations made in this posting are simply what I am using today. I welcome your thoughts on others to try.

Why We Engage

2009-08-31T03:13:00.000-07:00

In trying to understand better just why and how social media is better at engaging us as individual users, I have been looking into several different theories often applied to education technology. So here is a first shot and please feel free to put in your two cents, as this is just the start of what will be far more extensive research.

Engagement theory (Kearsley & Schneiderman, 1999) uses the base structure of Relate, Create Donate, assuming we are talking about engaging both the teacher and the student. As participants in user based media we are both the teacher (sender) and the student (receiver). We therefore all benefit and become more engaged based on participation as we contribute to of all the three areas (Relate, Create, Donate). Perhaps it is more cyclical in the open collaborative model version of how we interact online today. Instead of creating one final product of research, it is ongoing and dynamic. So we are engaged, but how do we stay there?

So, now let’s look at the psychoanalytical perspective to understand Social Representation (Serge Moscovici in 1961), a "system of values, ideas and practices with a twofold function; first, to establish an order which will enable individuals to orientate themselves in their material and social world and to master it; and secondly to enable communication to take place among the members of a community by providing them with a code for social exchange and a code for naming and classifying unambiguously the various aspects of their world and their individual and group history". Here we must have rules established in order to engage as the interaction is based on TRUST. It is generally agreed that we must have this trust in order for user based tools to be successful.

Outside of the academic sphere and into the multifaceted global realm, we have new rules and codes that are being created. The rules are evolving and are being created collaboratively. With each new evolution of the tools we use the codes of interaction evolve. And yet, the sharing and learning continues. Are we engaging simply for the sake of curiosity, the need to learn and to share? Even Wikipedia struggles to find a general collaboration theory that explains it. What we do know is that it is happening and users are engaging. In the quest of understanding effectively interaction for maximum benefit for both the receiver and the sender, I put this out there as a seed for discussion. What are your experiences with engagement and how do you feel that the rules have changed to make it more effective?

2009-08-19T05:06:00.000-07:00

Social Media ABCs for Dinosaurs

2009-08-19T00:34:00.000-07:00

Okay, so perhaps we do not need to go to the extreme of calling them or us dinosaurs. In fact, many clients referring to themselves as "dinosaurs" are not so old. They simply have a comfort level with the tools they are familiar with: paper calendars, email and newspapers. They may have adapted to the online version of their newspaper, and even do research using search engines. They might even order a book or two online. Their reference to dinosaurs being unfounded, for what they need is not savvy but comfort. So what is more comfortable than going back to being reminded that the base rules lie in what we already know, the ABCs:

A Authenticity
B Be Present where your intended audience is
C Consistancy encourages following
D Dynamic content is more engaging
E Edit entries before submitting
F Filter, you do not need to see everything
G Global reach, there is a big world out there
H Help others who are in need of answers
I Ideas, test them
J Just what you need, be selective about where and when to avoid "overindulgence"
K Knowledge is for sharing
L Link to that which adds mutual value
M Monitor what is being said about you (your brand)
N Networking, start with the ones you already have (face to face) and go from there
O Objectives, be clear on what you hope to achieve
P Policy, know what you want kept private and when
Q Questions, ask them
R Reputation, maintain yours with integrity
S Share
T Tools, use ones that simplify and automate where applicable
U User, all users ultimately are individuals
V Video, use it if you have it
W Watch your statistics
X Xenophobia, be wary of your own fear of the unknown, be open
Y You are a multidimensional being/organisation, expressing this is an asset
Z Zenith, you can achieve your maximum potential through more effective interactions

Get Social

2009-08-17T23:59:00.000-07:00

During the Summer I had both the traumatic and delightful experience of being offline for nearly five weeks. Usually connected to the Internet every waking minute, I experienced what felt close to withdrawal when both my computer and Smartphone broke. Given my location being very remote, I took this as an opportunity to organise my thoughts and do the other part of social optimisation.

Yes, I got social face to face. I interviewed others on their professional and personal experiences with online social media and face to face social networks. I listened, reflected and responded. The beauty of faces and their expressiveness when they spoke with passion was profound. Having the unusual opportunity to being among a hugely diverse community in fields, levels, interests, ages, expertise and technical savvy was the perfect setting for testing theories on social optimisation and building relationships.

Amy Domini, CEO of Domini Social Investments (pictured above, as we headed out for a sail), said it well, there is no better way to get to the heart of things. With salt water splashing in your face and the sun beaming down, laughter and genuine experience is shared amidst conversations saving the problems of the world and sharing knowledge.

So, now I am back at the office with a repaired computer and replacement mobile phone. With weeks of mail to catch up on and meetings and trainings to prepare for, there is not much social for the next bit. I thank those who shared such wonderful social moments. I hope that others have had similar experiences, if not you should try and please share your insights. I am glad for the reminder of the power of the face to face connection of really being social.

7 Key Rules of Social Optimisation

2009-07-14T07:11:00.000-07:00

These "rules of engagement" apply to Social Optimisation both online and off. Maximise your impact while minimising effort through following them.

BE AUTHENTIC: You can only be what or who you are. This is dynamic and changing as well as multidimensional. Represent that clearly and with both pride in success and humility in failures. It is much easier and will be respected. Deception will only come back to bite you.
DEFINE GOALS: Understanding what you hope to gain from a relationship minimises time spent on relationships with no gain, and often drain. Have a strategy and understand both what you have to offer as well as what you need. Unhealthy relationships as well as those connections that just create added noise without relevance most likely should be removed to make room for accomplishing goals.
LISTEN: There is much to be learned by listening, we gain insight into others, their needs, their feedback, the knowledge and their experience. Understand who they are and learn their story, this creates depth in relationships.
SHARE: Knowledge is a wonderful thing, but without sharing it is worthless. Share what you know with others and build. Connect peers that have mutual needs or potential synergies.
BE PRESENT: Isolation is not social. Learn where your peers, or audience are and participate in the conversation.
BE POSITIVE: Solutions never come from whining or shooting the messenger. If you see opportunity for improvement suggest it. When you come across something you like, provide praise.
BE CURRENT: Update your peers on your status, on things that are relevant and keep current with the tools which will always be evolving.

These are the foundation steps. They are meant to be generalised to accomodate both online and offline as well as individual and organisation scenarios. I welcome your thoughts on these "rules of engagement".

Summer is Social

2009-06-30T05:45:00.000-07:00

In the effort to maximise my social impact and effectiveness, I will be focusing on my off-line social networks and developing curriculum during the Summer. I will be interviewing a lot of interesting people on the impact of social media and social networks and their lives and their businesses/work. I hope to compile a few highlights for a weekly blog entry and will return to more frequent entries at the end of August. So please check back and read through previous entries for morsels of social optimisation for impact.

Storytelling for Impact and Resonance

2009-06-18T03:27:00.000-07:00

We are writing our own stories everyday, whether we take pen to paper, fingers to keyboard or tell it to a friend/ colleague. These are the stories that are woven into those of others. From individual letters to condensed newsletters, we evolved to the email and online newsletters. Creating websites and blogs and connecting through online communities spreads our stories to further corners of the globe. But, have the stories gotten lost? Do we remember to share how they impact our lives or others, rather than just the latest sales pitch or annual reports, what we ate for breakfast or what we are reading.

In pulling together the cases for my book, I am more determined than ever to tell the story from the impact perspective. How does social media effect our lives and our businesses. I am one individual with many roles which affect how I am impacted by any story. I, the shareholder, the executive, the speaker, the teacher, the developer, the social entrepreneur, the writer, the mother, the wife, the sister want to write a book that I would enjoy reading, that will resonate. I interview the people behind the case studies and hear the experiences and misadventures with social media and social networks. These speak to me with far greater resonance than the case studies. After all, "social" is about people. So, I am changing my strategy in collecting content. I will interview and collect stories of impact. These stories need to be shared. They are real. They impact our lives, our communities, our businesses and our futures.

Has social media or your involvement in social networking had an impact on you, your business and/or your community. Please tell me your story. Let me interview you to share it with others.

Social Media Not Just Marketing & Socializing

2009-06-16T03:23:00.000-07:00

Finding the holy grail of engagement in social media, we have to be ready to take it on whole heartedly. This means not just throwing a web page or fan page up or even creating a social platform for participants. It means interacting and "engaging" for the maximum effect. Think in terms of stakeholders/people/social. It means listening and speaking.

Why do we participate in LinkedIn and keep our profiles fresh? To represent ourselves accurately in the case of a referral or a request. Why do we participate in a group? Because it is of interest and stimulating. Otherwise we become "lurkers" in our interactions online. We log many hours but never leave a trace, besides a number in the Analytics (which might just as well register the time while I leave my computer on a webpage while I go to lunch).

Let's look at several different forms and impact of engagement. First, PLAN!
What is the purpose? Is it engaging my consumers? Communicating with my shareholders? Selling something? Recruiting? Connecting remote teams? Define resources/time I have/wish to commit to it. In this case, let's say, I create a blog and start by talking about my work and things that impact my business and what I think is interesting about it. Hmm, the analytics show low traffic. Promote it with tags relating to the posts on other related social media sites. Ok, good start, still not much though. Remember that someone needs to be interested. So write to your audience. Your strategy includes understanding who you are communicating with. Context delivers quality and increases interest.

The beauty of social media is that it is based on "user generated content" (UGC), that means there is a person behind it. Speak to the person and show that you are one too, in other words, respond. What you are building is TRUST and RELATIONSHIPS. This is not limited to the world of marketing, but to the sphere of people. People are your peers, shareholders, employees, clients, customers, members, designers and developers, testers, and more. They will be talking regardless. Become part of the conversation.

Entrepreneurs on twitter

2009-06-10T00:37:00.000-07:00

This is a response to a tweet from Furqan Nazeeri (@altgate) listing 67 entrepreneurs on twitter. I am afraid I am not very good at limiting myself in 140 characters, so I decided to write him an email and share it with my readers. I responded to his post as there were no women on his list. Naturally he responded asking for suggestions. In an effort to respond, I realised, yet again, that their presence is greatly lacking. I referred @ariannahuff, @maggiefox, @charleneli, @adrianne and @connectedwomen based on their quality of interactions.

Two things stood out to me. I am curious if others have seen these trends as well. Note: these are observations, not judgements, and very generalised. The first is that women entrepreneurs often focus on coaching and soft skills, leading to small businesses that don't dare to think big. If they are on twitter they use it as a social update tool only or references to their own services only (which doesn't encourage others to follow them). If this is the type of interaction, I can see why they might consider it a time drain without much ROI. I guess there is a lot of work to be done.

The other trend I observe here is that twitter is still perceived very much an American toy to the rest of the world. I looked through my list of who I follow (keep in mind I only follow based on context of social media optimisation and social entrepreneurship) and the vast majority were US west coast based. Some of the women entrepreneurs that I thought would be an obvious hit in terms of twitter, didn't have a presence at all (ie. Julie Meyer of Ariadne Capital and Stina Honkamaa of Google Sweden, link in Swedish) or they only had a social one.

Entrepreneurs need to capture, listen and interact with their audience. If done effectively, participating on twitter with a strategy as part of overall strategy, will have a positive ROI. Twitter etiquette by Julie Niesen is a good place to start. The playing field is level, let's keep it that way. Thanks Furqan for sparking the question. I will continue my quest to support and share the stories of those who are succeeding as well as to encourage best practice for those who've just begun. Please feel free to send me ideas.

Jason Goldberg on R&D and Social Media

2009-06-05T04:47:00.000-07:00

This is a powerful example of how we should be developing our strategies to incorporate social media in all stages in the future. Social media is not just for marketing and brand building.

Social Optimisation

2009-06-03T05:19:00.000-07:00

People are what make things social. Our interactions with people are online, off-line, in the office, board room, and classroom, with our clients, shareholders, customers, friends and family. So, let us not mix up the terms "social media optimisation" and "social optimisation." Social media optimisation is about maximising the positive impact while minimising the effort when using social media channels for communications with people on-line. Social optimising includes the off-line relationships that are often (but not always) the foundation of these relationships and gaining the maximum mutual benefit from them. Where we are present for face to face interactions, or who we have shared history with can determine a great deal. The end result when we optimise is quality, improvement through learning and dialog, depth in mutual understanding and creation of sustainable relationships. The additional benefit is the we create more time to enjoy our successful relationships and ourselves: balance. Time is the ultimate return on investment (ROI) of social optimisation. Time is money, don't waste it, enjoy it.

Whether you apply these terms to a corporate strategy or to your individual approach, the end results are the same. Optimising requires understanding what you want to achieve, your strategy, applying the best tools to communicate with your people (where are they already), creating a dialog, listening to the response, and maintaining your relationships. Social optimisation requires application of the three basic rules (REAL, RELATIVE and RESPECT) to create sustainable quality relationships that will benefit you whether you are social for recruiting, branding, R&D, team building, selling or just keeping in touch with friends. In the end the "social" comes down to the person at the other end.

Social Media is Good Business

2009-06-01T05:38:00.000-07:00

After a series of rather heated discussions on this topic, I felt it was time to put the words down on paper (or at least my version of paper, save a tree). It is mistake to think that social media is just about marketing and the social media optimization is only about building more traffic. Without even realizing it, many companies both big and small are using social media in all areas of their business practices with a very positive effect. Why do they not realize it? Because, social media and networks in general are being used by "users" who work for them as tools that optimize their work. Either way, it is still quality of the interactions that result in optimisation not quantity.

For example, most human resources departments commence by doing the simple Google search to learn more about a potential employee before they interview. This will lead them to other social media interactions like a blog or profile listing on LinkedIn and Facebook and on other sites. This practice has become standard in the first stage of reinforcing that which stands on their application, or weeding out individuals who will not fit with the company culture.

Imagine this chain for recruitment using twitter as a starting point: twitter search for subject matter expert on "socialmedia" --> See several posts by same person and follow link to their profile --> On their profile more interesting entries so check out the website listed in profile --> Leads to blog with more interesting/relevant content --> Look at the profile on the blog for full name --> Check LinkedIn for profile --> See some of their presentation posted on SlideShare --> just the kind of candidate we are looking for --> Send them and inMail requesting a Skype talk --> Speak to get the real connection via voice and see if they are available (or if not have a referral to someone else) --> Follow them on twitter to see if they react publicly to the call. This of course could go many ways. But each one of these steps to could apply to any field and costs nothing other than the person's time to follow through completely.

Product / Service development is another area in which the implementation of social media strategy can shorten the innovation cycle with direct consumer feedback. Whether B2B or B2C the end consumer is the one who needs to be satisfied. So, why not engage them in the process. Customer surveys have been done online for years. Now they can be integrated into conversations that are a true dialog. We can speed up development cycles by understanding our consumers' needs based on conversations rather than assumptions.

Try this example for using social media for product development à a company is looking to create new flavors --> Create a Facebook Fan page for product --> Hold a contest for most popular innovative flavor using their product as a base --> Promote it on Facebook, homepage, twitter, blog and anywhere else they know their consumers are with a tag --> Let contestants submit YouTube videos, audio, images or text narrating their recipe and post to Fan page --> Create link to daily best of on twitter --> Allow other users to rate flavors based on new recipes using base product --> Invite best flavors to share and compete via video conference --> Invite active fans to join the video conference by voting --> The Fans choose the flavor (the engineers develop it to scale, and then offer the fans a chance to test it) --> See if they got it right, thank those active fans who took time to help by giving them free product and ask for feedback (repeat until get it right) --> These fans in turn will spread the word through their channels (twitter, Facebook, etc.) --> Let those great videos and other content become part of a virtual recipe station and fun viral compilation video build your brand afterwards. --> Keep ear to the ground on reactions via all social media channels --> Reward their efforts, creator of winning recipe gets free product. The sites I am using for examples here are simply that, examples. (Oh yes, and by the way you will build your brand in the process as a by-product)

These are just two examples of business areas. Imagine the impact if they coordinated these efforts and incorporated them into their enterprise or business strategy. Now, THAT is social media optimization. I am not recommending that your R&D or your HR departments become social media experts. What I am recommending is that they learn to listen and watch. Social media in its basic forms are simple to use. More and more tools are being created to optimize how we interact with social media so that it becomes less of distraction and more effective. It is these tools that should be focused on. Planning is critical. How can you best apply a social media strategy to increase effectiveness in your organization? That is social media optimization.

Be Social for Success

2009-05-27T00:07:00.000-07:00

Understanding the value mix of online media participation and face to face interaction is key to the success of the modern business and individual. There is a delicate balance needed between on-line efficiency and off-line effectiveness. New tools are created to make our work easier and to connect us to our stakeholders and communities (those-whom or that-which we need/desire in our lives). The ultimate challenge in today's connected workplace and lifestyles is to find the perfect balance or mix. When not used effectively they achieve just the opposite of their intended purpose and priorities get re-arranged. Interacting with people whether face to face or online and sharing is how we learn and improve as individuals as well as organisations. In networks and face to face interactions we build the foundation for deeper connections and context for further interactions both online and off. In social media, we reinforce these relationships and are referred to others through authentic connections that further add value.

Three basic principles or "R"s should lead us to how and where we interact (REAL, RELEVANT and RESPECT). It is much harder to be someone you are not and it will catch up to you. Being authentic will earn trust, whereas getting caught being fake will ruin your reputation and those around you. Whether you are using social media to connect to your old friends, your remote colleagues, your employees or your clients or to meet or gain new ones, the quality of your interactions and their being in context to your audience and the arena are what count and resonate. "If you can't say anything nice, don't say anything at all". In other words, constructive criticism is far more effective and it won't come back to bite you later. These basic principles are core to face to face networking as well, and what creates the foundation for valued relationships.

Strategy needs to be considered on all levels. Participating in social media or face to face networks should not be limited to marketing. If used properly they impact product/service development, employee engagement and turnover, brand building, customer satisfaction and relations, business development and individual success. Ultimately there is a person with thoughts feeling and views of their own called a "user". We feel engaged and become advocates when we learn about the things that impact us, we appreciate having our voice heard (and listened to), we appreciate respect and return it. We derive value from our interactions when the three R's are observed. That value creates incentive for further interaction and referral.

Social media optimisation and social optimisation should go hand in hand when building lasting and strong relationships with our friends, our employees, our consumers, our investors and extended community of stakeholders in our lives and our businesses.

Value of a Digital Relationships

2009-05-25T04:57:00.000-07:00

Trying to determine the value of a friend in social media can be challenging, almost as much as it in real face to face life. Thinking about our digital relationships is quite interesting in terms of understanding value. In determining this we need to understand the different forms of relationships and why we have them.

Facebook's purpose is social interaction with our extended network. Overlapping the use of your Facebook profile that is connected to your college buddies and nephews is not the same profile that should be connected to your business peers. If a user is too focused on one side or the other with a blended profile, their "friends" will lose interest and turn down the volume or cut them off completely. It's like being stuck next to the old friend at a dinner party that talks about their work. Even worse, a business dinner that you are stuck next to the new parent who is struggling with potty training. Real friends provide context by understanding their audience and therefore have far greater impact (and greater value). To obtain the highest value from your friends in Facebook, make sure they are the friends you do want to be "social" with, and create a separate fanpage for your business. If your real friends are interested in your business they will be a fan of your business too.

When you want to boost your ego or build your brand, then tweet away. Yes, I am actually writing something positive about Twitter. I admit it, I have converted. But, and I mean a very strong "but", when used effectively. There are a lot of tools to build your followers (twitter's version of friends). I am happy that others are interested in the links and things that I share and appreciate their insight. Like many professionals, I use twitter to find other interesting links and things that others are sharing. The value of me following all of my "followers" would be merely to increase the noise in the feeds that I get. I have never been a fan of scrolling endlessly. Sharing my daily grind of how many shots of espresso I have consumed or my favourite chocolate is best left to my friends on Facebook, as I do not wish to create anymore noise for my followers. Besides, who I am following is also a resource to my followers. If there are interested in what I am saying, they are probably also interested in who I am listening to. It should therefore have context. They can see that I am real in the variation of my shared links as they vary from my personal reads like "Anatomy of Peace" to reports from the Skoll Forum on Social Entrepreneurship to new media tools or articles like Business Week's Byrne and Baker's podcast on the value of our digital relationships for advertising.

Let's not forget LinkedIn which is a great business networking tool. I am not going to hang out on it all day making small talk with my connections. I visit when I am looking for someone or something specific or adding a new connection. The groups and connections that I have in LinkedIn are based on real interactions. We worked together, participated in face to face networks together, studied together, met at conferences around the world and shared a conversation, had meaningful conversations from which we can refer back to and/or share mutual professional interests. All of which provide a basis for me being able to refer them to someone or them to me. I make a point of placing a high value on the connections and therefore not connecting with the ones to whom I come home with card in hand. So, I may not have thousands of contacts in LinkedIn, but in each of them there is something we mutually offer in terms of a reference.

Amassing a huge contact/friend/follower base has never been a high value in itself. Unless you are one of those unusual people who never forgets a face or a conversation, but that is mostly the exception. What it comes down to is authenticity and the value and integrity of those connections. Their value to an advertiser is not the same as what they are worth to you. Your value does come down to your influence and that can only be created by your own integrity.

Wisdom from Gaselleträff in Malmö

2009-05-20T02:16:00.000-07:00

Dagens Industri (DI), Sweden's version of the Financial Times, has a speaker series called Gaselleträff. The aim to is to encourage fast growing businesses to shine and share their experiences to ultimately stimulate the economy. They award prizes to a "gazelle" regionally each year. Moderator Lars Tulin, DI reporter for Malmö, spoke of the importance of opportunity and the increasing use of the word "mojligheter" as the key to growth. Here is a brief roundup of some of the words of wisdom from the event:

Rune Andersson, Mellyby Gård: PRICE; price elasticity and what customers are willing to pay more critical than cost. GROWTH; do not settle for being marginal. INVESTMENT STIMULUS; lower owner tax needed in Sweden to encourage angel and risk investment. STEP BY STEP, advised not to take the whole world in one go.
Jonas Hansson, Öresundsarvet; RELATIONSHIP BUILDING with clients critical.
Lars Ljungälv, Swedbank; VÅGA VARA STOR; Dare to be great.
Anna-Stina Nordmark Nilsson, Företagarna; 99.2% Swedish businesses have >50 employees, 12% Immigrants, 25% Women owned, Offensive actions to deal with current economy (note: I was a bit disappointed that the only woman speaking was coming from a lobbying perspective. Where are the women in business?)
Göran Lundwall, ALMI; INNOVATION critical for stimulation in economy and growth, INVESTORS seek solid business plan, profitability, bank interest and owners.
Carl Bennet, Getinge och Elanders; INVESTMENT STIMULUS recommended tax-free incentive for angels /risk investment until profitability.
Peter Bodin, Grant Thornton; CORE BUSINESS focus, BALANCE between vision for future and staying on top of current issues, PEOPLE surround yourself with intelligent people with varying expertise for board, communications and team members.
Lars Kry, Proffice; PEOPLE consider why your employees chose to work for you
Michael Corneliusson, Telia; WEF Denmark and Sweden will be first to recover crisis because of IT and COMMUNICATIONS competency and development.
Peter Nillson, Trelleborg; PEOPLE enjoy the people and team you work with
Frederik Lindén, Svenska Exportrådet, MARKET SIZE It isn't Swedish business ideas that are too small, it is the Swedish market, EXPORT SUCCESS requires vision, focus, local presence and endurance
Andreas Qvarfort, APQ EI, Skåne's Gaselle 2008; POSITIVE ATTITUDE

Entrepreneurs can Change the World

2009-05-18T05:50:00.000-07:00

I came across this video from Grasshopper.com by way of MarketingProfs.com. I thought it would be nice to pass on. I love the simplicity of the message. It speaks to what I "preach" of believing in the possibility of things and thriving in the opportunity rather than dwelling on the risk.

Public Speaking needs Public Listening

2009-05-15T04:55:00.000-07:00

Why do I get the sense that everyone wants to be heard but nobody is listening. In the last few weeks I have been to several presentations that completely missed the mark on the audience to whom they were presenting. Then there is the social media phenomenon of sharing too much with perhaps those that don't really care to know.

Okay, perhaps I am being cynical. This is not usually my way, but we all have those days. Perhaps I am just not listening well? Always a possibility, of course. This is not a simple matter of targeting our message. It comes down to the basics of human relations and communications. Ask a question. Listen to the response. Consider the response. Reply to it (agree, disagree, clarify your question if the response did not answer it). At the very minimum acknowledge it. Consider the answer they are giving, not the one you anticipate.

Did I miss something? Oh yes, wisdom of my mother (and probably everyone else's) "if you can't say anything nice, don't say anything at all." A lot of complaining and blaming doesn't get us very far. Look for solutions for what we can do rather than problems in what is not being done. "No whining" might be the motto of the day. Statistics are great, but even they can be skewed. So, listen, to your heart, to your audience and to the people with whom you are speaking. If you invite them into the conversation, listen to what they have to say. You never know you might just learn something. Then you would really have something to speak about.

Leadership and Self Deception

2009-05-12T03:37:00.000-07:00

The Arbinger Institute has been a favourite of mine for years in terms of approach to leadership and simply human relations. Glad to see they finally not only have a presence in Denmark, but an enthusiastic one. I met with Mette Ponty this morning to discuss her workshop at the end of the Summer. Perfect timing I must say. Taking ourselves "out of boxes" and walking in others shoes is difficult, but perhaps we are more receptive to it when the weather is good.

Now of course, applying it to current leadership challenges. I find myself busy building executive boards for new organisations both corporate and non-profit, getting consensus and enthusiasm as well as realistic commitment. Being a dreamer or visionary (depending on how which angle you look at it from) can be an asset but also a challenge (depending on how it is applied). So I dig deep in my network to divine the wisdom from those who have walked this path many times before (mentors are a beautiful thing) and chant the wise survival mantra of my father-in-law "patience, patience, patience."

At the end of the day, the job simply needs to get done. I choose do-ers with passion and dreamers with insight to combine for the ultimate team. Maybe not the easiest to find consensus, but when we do, it's really good. I look forward to the workshop to share with them the clarity that coming out of the box with the Arbinger methodology can provide.

Prioritise Balance

2009-05-11T03:52:00.000-07:00

The sun is out here, which is a big thing after the well known dark Winter in Sweden. The result is that people are outside. By nature they are being more efficient and selective about how they use their time online to minimise it. One would think that I would discourage decreasing online interaction. Actually it is quite the contrary. I think we should because quality, not quantity, is what is most effective. The tools we are developing are to achieve just that. Directing us to the sites and resources that are relevant to us to avoid wasted time. For time is what we have the greatest limitation on.

This is the time of year we should be tracking sites for effectiveness (at least in the Northern Hemisphere). If we are getting good traffic now from the North, then we are doing something right. Internet traffic, just like television and demand for films goes down during the Spring and Summer. I certainly hope it doesdrastically, otherwise, health will be the greater problem.

Here are some ways to maximise online effectiveness and minimising the time spent online:

* bike to work
* cut down on the number of social networks active in, but use tracking tools for opportunities to participate when relevant and focus on topic specific, or interest specific communities for here and now
* use file sharing tools (ie. Google docs) to avoid having to distribute
* delegate tasks that others can do more effectively
* turn off the indicator for new messages on your smart phone to concentrate on the tasks at hand, or people that we are meeting with
* use broadcasting tools for updates to avoid re-entry
* get outside and breath fresh air at lunch time (yes, leave the desk for lunch)
* work while your are effective, if you are wasting a lot of time (daydreaming, getting distracted by "interesting websites or news", chatting) go for a quick walk outside, and then come back with a fresh perspective (coffee may be required).
* take the extra 5 minutes to take the scenic route home (and enjoy it).
* be present

These may sounds obvious, but I find it is helpful to remind myself of these basics regularly. Just like staying focused on a vision, focusing on balance can help maintain the vision.

2BalanceU.com News

2009-05-04T06:11:00.000-07:00

One of the beautiful things about being an entrepreneur is the opportunity to learn and make mistakes and learn more. After trying for three years to make 2BalanceU the portal for sharing resource recommendations around the globe, I realised we were going about it all wrong. The last thing we needed to do was to create yet another destination that fills our time, distracts us and requires us to learn how it works before we get anything out of it. The vision was right, empowering through simplified global knowledge sharing. But the approach was wrong.

What will emerge from the next version will amaze you with its simplicity and delight you. It will free you up by requiring less time and effort getting to what's relevant from the sources you already draw from and others that provide information important to you. You will be more effective through greater accuracy in sending out what we wish to share to your intended audience. We have things pulling us in so many different directions, because we are multidimensional individuals. The knowledge sharing tool will come out this Fall. This new tool will be build as a cooperative effort between 2BalanceU and Off The Red with the input of several Advisory Members to ensure we have a sound business model for sustainability. The new site will have a new name (we are still working on that part) and logo, so keep posted and I will let you know when we have it.

2BalanceU remains as a consultancy that provides the vision, the network and input to the executive team. This enables me to continue my passionate work and study of how technology has enabled the evolution of the women's sacred circle to the modern professional women's network. I need to find someone to fund my PhD work, as it cannot be done by the former 2BalanceU as planned. (Ideas welcome...) I will also continue speaking at global conferences on social media and network optimisation as well as empowering women in leadership through knowledge sharing. I find this work inspiring and very fulfilling as a great way to really understand the different needs and tools around the world used for knowledge sharing. I will also continue to consult on Internet strategy, particularly on how to engage consumers in dialog.

So thank you for your notes asking, when will 2BalanceU be "live" again. I am so glad to see there is interest and I appreciate your support. I am sure you will be happy with what is coming soon.

Language Deterioration

2009-04-30T03:29:00.000-07:00

I am deep in the research of social media optimisation (SMO). By this, I mean that I read whatever I can get my hands on (or comes through my alerts and RSS feeds) and I participate actively to see how I can make my own usage more effective. Perhaps I am getting old, which I prefer to think is not entirely the case. But why is it that my hackles are raising when I read the blogs or informal entries from the new journalism? Is it really necessary to use slang, sms abbreviations and even swear words to express oneself about a strong opinion? They don't necessarily even have to be strong words, but as soon as I run over one, it discredits the entire article for me.

Digging a little deeper, I look at the source of the last ten that caused this reaction for me. Each of them was written by a male in, I am assuming from their pictures, his mid 20-30s. So, I will say only one thing to these bright men with incredible potential (as otherwise the content on their postings was quite interesting and well thought through)...Grow up and clean up your language. You will make your mothers proud and you will have a far more engaged audience that admires you for your expertise rather than your being "cool".

Embrace Social Media

2009-04-23T07:10:00.000-07:00

Social media is a "cost efficient experiment" according to the Social Computing Journal. Smart Brief says polls on LinkedIn and AdWeek show "Recession will yield ad improvements in ROI, Web, social media". Bryan Eisenberg of ClickZ states that "social media should be a part of any forward-thinking and transparent company." Smart Brief has gone so far as to recognise the importance by creating its own section of Smart Brief on Social Media.

So what does this all mean? Social Media has hit the mainstream and we need to learn to manage our interactions with it, as individuals and businesses. It has enormous possibilities and we are all invited to partake, in fact we cannot avoid it once we go online. It was not so long ago we were learning how to deal with ratings and comments being the extent of the online interactions. Now we are creating global communities everywhere. In Clay Shirky's Here Comes Everybody: The Power of Organizing Without Organizations we are drawn deeper into the impact of communities or organisations that are self created. As marketers we need to learn to not simply "harness" the communities but become active participants. As receivers we need to embrace the wealth of knowledge to be obtained and learn to optmise our interactions so that we do not become even more overwhelmed by the influx of information. Do not resist, but take the time to take part and learn what is out there to make the most of it.

Putting a Pricetag on Knowledge Sharing

2009-04-22T01:51:00.000-07:00

When you speak to lawyers, agents, consultants, accountants, they all have the same approach to sharing; they charge. If they do not physically send a bill they count it as "pro-bono" advising so they can deduct it because money=time. This is a very rational and professional approach. The question that has come up lately in several conversations is boundaries between sharing for mutual benefit, the value of credit for ideas, and the building of your brand through mastering expertise. It basically comes back to the same question of return on investment (ROI) but takes into consideration the benefit to the provider of knowledge as well as the receiver.

As is my nature and the nature of my work, I include the other social components in my ROI model that may not be considered in the traditional approach. So we are talking value creation and relationship building. On the soft side, we talk about "karma" and it coming back to you later. But that won't pay the bills and you can't get a loan based on the promise that someday your sharing efforts will pay off. And yet, what drives our creativity and the ability to learn from each other is often sharing. Here is a very basic model I have been using recently to determine whether what is shared should be followed by an invoice (of course, this should be agreed to in advance). But in most cases it ends up being driven by the receivers ability to pay.

Technology to enhance our lives, not rule...

2009-04-20T00:00:00.000-07:00

Renny Gleeson said it beautifully on TED

Old Networks Using New Social Media

2009-04-18T04:18:00.000-07:00

I have been working a lot recently on social media and network optimisation. So here is my "2 cents." Many women's networks, provide a great format and vision for the future. A common issue that many established face to face networks face is the need to connect their members online. The communities are more physically dispersed and in need of connecting for sharing and maximum effectiveness. It is for precisely this reason that social media sites like Connected-Women come about and are very much needed.

When building any organisation, whether it is a new entrepreneurial endeavor or an established business, it is important to focus on the vision. Building Technology platforms is an entirely different business than face to face networks. If advertising revenue is not part of your business model for the network, you do not need to drive traffic to your site. What networks do need to do is get information to their members. This can be done with a clean and easy to use Internet site, that is well connected to other complementary sites. What they need to learn is how to optimise where their members are already rather than creating yet another place and time consumer for members.

As I mentioned, this is a growing problem for established face to face networks with geographically dispersed communities. My best advice is do NOT build another LinkedIn or Connected-Women for your members. Create a space there (the sites which your members use) for members to interact with other members. They should have a way to identify each other as part of the same network within those sites. Of course, a membership directory is useful. But once they find the members they need, let them link to them elsewhere that they are already active. Non-profit networks have too many other great things to do with the limited resources they have. Don't waste resources on trying to keep up with building a new technology platform (that by the way will be out of date in a year so will need updating constantly in order to keep interesting for members).

This is adapted from my entry on a thread question on Connected-women.com about what we want from FCEM (World Association of Women Entrepreneurs). To see the complete thread click here

Social Optimisation and Social Media Optimisation

2009-04-17T00:04:00.000-07:00

Perhaps I spend too much on-line analyzing social media usage. I am starting to wonder if people have forgotten about the face to face side. I cross between both worlds in my work and my personal life. As an entrepreneur and as an expat, it is essential for me to connect, communicate, listen and interact with both the growing pool of knowledge and individuals in my global network. It is how I grow my business and myself as an learning being. Given that there are only so many hours in the day, we must prioritise everything we do in order to accomplish that which is most important and most beneficial.

It comes down to an equation of value for time. Let's face it, a lot of the work we do is not monetarily compensated. We either do things for the love of it, for the need for it, or for the love of someone or something that needs it. So is the life of a social entrepreneur. That, of course, does not mean that I do not like or need to make money. It simply means that we are compensated in other ways for our efforts. After all, I would like to see someone try to place a monetary value on the 15 extra minutes I take to snuggle with my kids in the morning before we launch into the hectic morning routine. It might be easier to monetise the effort it takes to share a bit of my expertise with a non-profit organisation that I believe has the ability to empower women all over the world, including me. But I win in the end for feeling that I have done my part. Then of course there is the countless hours building business plans and laying the groundwork for it before a new business becomes profitable.

All these tools that we use to optimise our interaction with both those we know personally and those we share common interests with are time consuming. As individuals we are bombarded by messages from every corner. It is just for this purpose that I am learning to apply my work practices to my life practices. Turn things off when there is something that requires (or deserves) total attention. This mean Blackberries, SMS, twitter, the computer, the phone. And then pair down to the messenging sources that provide the greatest and more effective impact. Use them for the proper purpose and no more. Remember, there are only so many hours in the day. Take the time to have the conversation with the neighbor or client without checking the vibrating phone in your pocket. They'll appreciate it (and you will get much more out of the conversation than "nice day, eh".

So social media optimisation, well, there is so much more than ever before. I look at it this way. There is a balance between a message buzzed and a message swarm. If you are sending the same message through many overlapping outlets, you create a swarm that will send your target running. So place wisely and thoughtfully. Don't waste their time by creating too many complete spaces to find you. Create portals so that they can get to your central information and can be updated when it changes (based on their needs). And remember who is a "friend" and who is a "connection". Your "friends" are proud of you but may not want to hear about every little new product or service you produce. Your "connections" probably like to know you are real, but every update on your two year old's development may get a bit tiring. Optimising the time you spend on sending the messages so that you have time to hear the responses makes the social element far more fruitful.

A new look at Entrepreneurs from old eyes

2009-03-23T07:08:00.000-07:00

"Today’s smart entrepreneurs start global" -The Economist

Yes even the conservative Economist is recognising the much lies in the hands of Entrepreneurs, and even goes so far as to mention some social entrepreneurs while they are at it. According to the article Entrepreneurialism has Become Cool, the outlook has changed. "Today entrepreneurship is very much part of economics. Economists have realised that, in a knowledge-based economy, entrepreneurs play a central role in creating new companies, commercialising new ideas and, just as importantly, engaging in sustained experiments in what works and what does not. William Baumol has put entrepreneurs at the centre of his theory of growth. Paul Romer, of Stanford University, argues that “economic growth occurs whenever people take resources and rearrange them in ways that are more valuable…[It] springs from better recipes, not just more cooking.” Edmund Phelps, a Nobel prize-winner, argues that attitudes to entrepreneurship have a big impact on economic growth."

Sweden's Dagens Industri, states that creative start ups are on the rise and the economy falls. "What is now perceived as a crisis, perhaps many people in three or four years will think back on that it was the best thing that happened to them," says Ashkan Pouya, MBA and entrepreneur.

Combining this energy to support the entrepreneurial spirit, the hopes are high on a new global economy rising like a phoenix from the ashes.

The Beauty of Faces

2009-03-13T03:12:00.000-07:00

The significance of attaching a face to a name cannot be forgotten. We get so involved in our interactions on-line we create relationships that are different from those that are "real." We participate in networks that connect us to people and organisations with shared professions, interests or ideals. We connect with those that have shared backgrounds, experiences, education, or needs. More often now we are so busy that we struggle to find time to keep up, so we focus on our core group. Yet, we must remember the richness in the diversity of our interactions beyond the core and their ability to provide a platform for learning and growing. I am honored to have such a rich diversity in my extended network that continues to fuel my curiosity and growth. Each link began with a face that starts the relationship.

While on my recent trip to New York for meetings of Business and Professional Women International, a face to face network that I am active in (which I will write about next), I connected with several old friends that are friends of mine on a particular on-line network as well. In fact, these were friends that two of the three I had not seen in over 20 years, but had recently reconnected on-line. We had a delightful time catching up on our lives in the "gap period" for ourselves and other shared friends, laughing about our shared memories and talking about our dreams for the future. At the end of our meeting, we realised that they all knew each other, also from many years past through different connections, and two of them were already connected on-line only. Although they all live in the same city, they had never connected. (So of course, being the network obsessed person I was, I had to do so).

In my presentations on best practice for using social media, I often speak of the importance of enhancing an initial face to face contact with on-line interaction to maintain connections. It was reassuring and fun to be reminded of the ability of social media to complement "real" relationships. But this little "experiment" in practice was quite validating for me.

Tools to translate impact

2009-03-06T00:44:00.000-08:00

BuzzMetrics from Nielson has the right methodology for analysis of social impact on brands. But of course, for the entrepreneur these tools may be too costly to invest in when thinking about sustainability in the build up phase.

The basic concepts can be done using a combination of free tools (of course this is more work, but since when is starting your own business easier than doing a job for someone else). Setting up Alerts for your company name, your brand and your product name, and even for you, is a good start. There are several places you can do this, but a good start is Nielsen's free tool Blogpulse and Google (you will need a Google account to set this up). This will at least send you summaries of the sites and links to buzz. You should get familiar with using "feeds" from other site and blogs so you can tag ones that are of interest. Check out some of the free white papers and data on nielsen-online as well to establish a good base and learn from existing market research.

For those of you less techy-types, here is an explanation about feeds and how to use them. I am certainly starting to appreciate Commoncraft's ability to break things down into "plain English."

Benefits of OnLine Collaboration

2009-03-05T01:12:00.000-08:00

I found myself trying to explain the benefits and process of on-line collaboration versus email to a team of non-tech oriented individuals yesterday. My dear technically challenged friends, I love you so I did a little checking. Here is a great little video that explains it "in plain English."

Enjoy. Let's hope our next on-line brainstorming session can be more productive, as you all know how it works now ;) . Thanks to CPSquare for pointing it out and to CommonCraft show for producing it.

Global Trends for Small Businesses for 2009

2009-02-26T04:44:00.000-08:00

This is a great article by Laura Delaney on the top 10 Global Trends for Small Business for 2009. Although it is focused on the US looking outward, most of the rest of 10 apply globally. The .mobi may not be the platform, but I do believe mobile technology will be the connection between the developing and developed markets. I hope that we are not reduced to Twitters, but I have been wrong before.

1. Disruptive innovation will be both the coolest and hottest new growth strategy in 2009 because it will transcend all boundaries and transform businesses.
2. dotMobi will take global root in 2009.
3. Diverse global business partnerships will shine and outperform those businesses that don’t make these critical alliances.
4. Exporting (from the USA) will prevail in the first quarter of ‘09 and might start to strengthen later in the year.
5. Twitter will replace the “call me” statement with “Twitter me” due to technology, convenience and time constraints.
6. Entrepreneurs and small businesses will learn, if they haven’t already, everything there is to know about how to take a business global.
7. Optimism will fuel global small businesses that have the guts to press on, even in the face of insurmountable obstacles.
8. Women entrepreneurs will rule the global marketplace.
Women are already starting businesses at twice the rate of men and their efforts to expand a business internationally will be a force to reckon with in the coming years due to social entrepreneurship, social media and social networking platforms that make it so much easier to do good things collaboratively – which women are naturals at – while growing a business global.
9. Trusted crowds will become profitable clouds.
10. Green and global are a marriage made in heaven because everyone wants to save the world.
Top 10 Global Trends for Small Businesses for 2009 from Laura Delaney of GlobeTrade

Entrepreneurs will lead Economic Recovery

2009-02-25T02:39:00.000-08:00

An inspiring report from the Asian Development Bank "Entrepreneurship and e-Business Development for Women" on the impact of women entrepreneurs on the global economy. Watch out here they come.

Return on Investment in Social Media

2009-02-23T04:33:00.000-08:00

We all seem to be trying to find the magic answer to the question about the return on investment (ROI) in Social Media. We must view it from both the user and the provider, and yet those lines are becoming more unclear. From the perspective of the user the cost of participation is determined by the value of our time and the return is dependent on our needs as a participant. What is it worth to you to build your network and brand? As entrepreneurs, we are our brand, so what is that worth? As recruiters, employers and potential employees what is the value of building a trusted network of references? As content providers or advertisers how do we measure the impact of recommendations when the end consumer may be simply browsing content but leaving no interactions themselves? These considerations defy the system of how we calculate ROI from revenue models.

The social investment can be greater or smaller at different times in our lives. We therefore struggle to find a tangible value to attach to this interaction. We participate more when we are in "need" of something. That need might be based on a investment and return when calculating ROI. In the current economic situation we see escalating participation in social media as the needs are high. Individuals need to connect to others both familiar for comfort in the known and unfamiliar for the potential for change. Small businesses require maximization of their minimal capital for marketing niche products and services via tools through contextual advertising on social media. Consultants must build their personal brand to compete with the growing pool of resources released by downsizing organizations. Globalization opens the world to new products and services and new markets that previously were not considered. Entrepreneurs in the developing world are now able to compete on a more level playing field and opens opportunities for new partnerships and cooperation.

This is not to say that there is no return on investment capital from social media participation on either the business or individual's perspective. But rather, it is critical to use a more extensive equation to calculate the true return on investment in social media. For the social calculation we need to consider: time invested (hourly rate), value of satisfying the "needs" (comparison of cost for alternate methods for supplying that needs), effectiveness, reach, actual cost of investment, and satisfaction with results. Only then will we have an accurate calculation.

Twittered Out

2009-02-02T03:05:00.000-08:00

Given my current research on the efficient use of social media as both a personal and professional tool, I spend far too much time monitoring and using social media tools. I am increasingly bothered by Twitter-like messages. I certainly believe that less is more, but is it really necessary to tell everyone you are waiting in a cue for ice cream? I must admit, I have been known to enter tidbits on my Facebook wall presenting the ”me” beyond my professional self. We are, after all multi-dimensional beings. But without turning all notifications off (which the average social media user never bothers to learn how to do) we are getting flooded with menial messages. Even though they are well meant, they borderline spam (albeit from a pre-approved source).

I am all for aggregating media and making things freely accessible. But we do need ways to simplify the filtering process and monitor our own behavior for efficiency. The Internet has been an endless source of information for the curious. Now we personify that beyond research. We learn more about our friends, our peers and our community. But do we get what we need or want? We need to feel connected. We want to be entertained and informed. Yet, when we lose ourselves in the curiosity factor, do we lose our piece of mind (or five minutes peace) with all the Twitter going on around us? It remains to be seen. But personally, I am learning to find my piece and my peace with more effective use of the Internet so that I can be off-line more.

Aggregating and Filtering

2009-01-23T03:24:00.000-08:00

We are currently working with some new developers and I am excited to see the application of new tools that enable us to aggregate the information that we need without having to go to so many sources. We are applying the K.I.S.S. theory to everything we do. Most of all we are finding ways to deliver what people need and are actively looking for based on behavioral tracking rather than requiring the filling in of yet again more forms and registrations. It is delight to work with such talented and engaged developers.

Social Networks on Mobile

2008-12-10T00:24:00.000-08:00

Great to see a continuation on the dialog of the importance of mobile technology in social media. We have put a priority on mobile accessibility in our development so as to reach our complete intended audience in both developed and developing countries.

Looking at the ROI on Social Media & Networking

2008-11-06T00:07:00.000-08:00

Economic Downturn has the world in a buzz. Where are they buzzing? The numbers are clear, to keep the economy moving and engaged, they are returning to and joining new networks. LinkedIn experienced a 25% percent membership increase since September alone. The question of whether that is simply the cast offs resulting from financial markets failure or whether they suddenly hit their tipping point remains to be seen. Given that other networks (both virtual and face to face) seem to be experiencing similar gains. Facebook is increasing by over 10 million users a month.

What is drawing people in (connecting, job hunting, entertainment, reconnecting, building businesses, knowledge sharing,...)? Whatever the cause it is encouraging. I plan to explore the impact further. We must invest further both in time and money in networks. We know they build strength in communities through knowledge sharing and simplifying connection. But it is important to recognise the implications of obtaining new clients, build professional skills and personal skills, connecting to new distributors, channels and markets, creating a sense of community that increases satisfaction, exposing us to new ideas and approaches, and more.

Talent Development for Women Executives

2008-11-04T00:18:00.000-08:00

Talent Development For Women Executives

View SlideShare presentation or Upload your own. (tags: executives women)

Due to popular request from both attendees of this workshop and others who were unable to attend, I am posting the slides from the Talent Development for Women Executives Workshop held at the BPW International Congress in Mexico City last week. The video elements do not work with this slide share functionality, so I have removed some and replaced others with still images. I hope this will help make it more fluid. Feel free to contact me should you have any questions about it. Note that it is easier to read the text in full view version (click on easel next to the page numbers).

Sharing Communities of Practice

2008-10-21T06:52:00.000-07:00

A gathering a minds to share stories, experience, plans and ideas is always inspiring. I work primarily on the business and strategic side of communities of practice, rather than theoretical. It was a treat to have the opportunity to learn

Economic downturns - What did we learn?

2008-10-02T23:46:00.000-07:00

Following this great discussion on Connected-women.com is inspiring and encouraging. There is much to be gained by the current economic climate, both from the business sense and from the personal sense. How we view our futures and how we proceed to achieve that.

My point is that we need to appreciate and nurture the assets that we have both personal and physical and recognise the excess that can be helpful to others. This applies to all areas of our lives. Reconnect with your network, build bridges to help others do the same. Appreciate and learn more about that which we have instead of focusing on what will be. Live in the present for a moment and enjoy it. Built healthy habits that will continue when the lean times are over.

Simple things: don't spend what you don't have, don't buy what you don't need, give away what you don't use to someone who needs it. All of these apply in both the physical and metaphorical sense. I look at this downturn as a gift that has helped me recognise how fortunate and rich I am. I have a wealth of wonderful people in my life, a roof over my head and health. My goal now is to nurture all these things to feel success. I will continue to dream, but not live in the dreams so that I lose appreciation the process of achieving them.

Neo.org: Declare Yourself

2008-09-29T02:30:00.000-07:00

I love when I find new sites that are doing good things. I was introduced to neo.org today and feel the need to shout out. Much like a reminder to stay authentic, this site is a simple concept of declaring your intentions and passing them on to be inspire others into doing the same. The act of declaring gives cause for reflection. Beautiful. Thank you and kudos to Bill Liau for another great work.

Social Media in Plain English

2008-09-24T00:39:00.000-07:00

A great simplified explanation of social media. I thought I would share it, as many ask me what it is all about. Thanks to CommonCraft for producing this great short clip.

Professional Network Used Wisely

2008-06-04T02:36:00.000-07:00

"Thank you for the invitation, but who are you?" Unfortunately this is becoming more common. Now, the tools to help us connect with the people we do know are great. Thank goodness they are there, they help us keep up to date, as well as to learn more about potential partners and associates. A credible network based on real relationships is of far greater value than one that is purely numbers.

In the past month I have been asked to write a recommendation for someone that I am in the same network (of 6000+ members), but have not met personally. I have been asked to connect to individuals that like my profile, but have no direct relationship with. Today I got invited to attend a seminar on how to maximise presence on social networks by someone boasting 2000+ LinkedIn contacts. Now, some people are social butterflies and maybe this person has an incredible memory for the people he speaks with at conferences. But if someone was to ask him for a reference about each of those people, could he honestly provide an accurate account of what they are like as a professional peer, potential employee or partner?

Maintain a quality network. Do not degrade the value of your network simply for looking connected. Instead, Link when you meet people and feel that you have made a connection. Link while the connection is fresh. Nurture that connection by building it into a relationship beyond the link. E-mail to follow-up your conversation, and keep them in mind as you continue your paths. Something that you discussed in that first interaction might come up along the way and be worth sharing. Take the two minutes to pass it on. When someone contacts them down the line asking about you, they will certainly have a better recall than digging for your LinkedIn page to see who you are. You never know, they might even become both a friend and business partner in the process.

Social Entrepreneurship

2008-03-16T06:48:00.000-07:00

Social Entrepreneurs, as defined by Ashoka, are "individuals with innovative solutions to society’s most pressing social problems. They are ambitious and persistent, tackling major social issues and offering new ideas for wide-scale change." Let us encourage this behavior, as it is the individuals with the vision and willingness to take the risk that have the ability to create change. Kudos to those who are innovative enough to have discovered ways to create sustainable and profitable enterprises. They deserve our encouragement for providing a positive example for us.

Simple knowledge sharing

2008-03-14T12:30:00.000-07:00

We often take for granted the things that are most simple and common parts of our days. Providing the quick directions to the lost traveler, recommending a favourite article or book that provided a moment of inspirational thought, Finding a quick conversation table for the recipe passed on by a friend, discovering a new culinary delight from a passing dish and an appreciative "mmmm", can all provide a moment of quality that enriches our lives and others. Understanding that it is nearly universal that adjusting spectacles is a complementary service, has never ceased to amaze me. In this day of commercialism and rushed lives, I am thankful for these little moments that make me appreciate both my own and others knowledge and specialisations.

Women Speaking their Peace

2008-02-18T05:21:00.000-08:00

Coming across an Iraqi Women oral history project by Laura Hamblin today got me thinking of all the wonderful tales that never get told, or only in limited circulation. Thank you for your efforts Laura. If you know of any other such oral history projects, please let us know about them. I found her interviews interesting and inspiring and gives a human perspective.

Ariadne Capital's Investors Forum

2008-01-17T06:24:00.000-08:00

It is an exciting time to be involved in the development of social media. I have just returned from Ariadne Capital's Investor Forum in London. The presentations were very thought provoking and well presented. It was encouraging to see an organization like Ariadne and Julie Meyer pulling together the strengths of such an interesting mix of entrepreneurs, investors, and service providers. After working in the solitary isolation of start up phase living in a culture that loves the idea of entrepreneurial success and ingenuity but frowns deeply on failure (even if it is learned from). I found the forum refreshing in content and atmosphere. So, thank you Julie for pulling that together and inviting me to take part.

As social entrepreneur in "isolation" I found it refreshing to get feedback on the financial side and monitising of the business from straight talk. I realised from the feedback that I had steered away from our original model for 2BalanceU in order to appease our network members. But in the process we had given away some of our most critical features that support the members, who essentially the site is for and remove our critical revenue streams. Frustrated at first, I am delighted to see that the insight has brought us back to the core of what we started out to do and believe in. So thank you, Dr.-Ing. Jörg Sievert (SAP Ventures), Thomas Schulz (Ariadne Capital), and Candace Johnson (Johnson Paradigm Ventures) for your straight talk and insight. Thank you also to Arjo Ghosh (SpannerWorks) and Carl Uminski (trutap) for your inspiring entrepreneurial spirit and great ideas.

The past month has been a true test of my own entrepreneurial spirit and willpower (yes, stubbornness, diplomatically put). We closed down our US operations and moved everything to Sweden. We are reviewing the next steps to get us back on track. Thanks to the forum, I am renewed with new ideas to get back to the old. Always good to go back to the original model for vision and what it will take to get there. There has been a lot of learning along the way, and I am sure there will be more. But each in turn makes us stronger. Out of the ashes rises a phoenix. So that is how we shall commence 2008, rising to flight when we can expand our full wing span and follow where the wind currents take us.

Technology and Globalization

2007-11-21T05:23:00.000-08:00

Opportunity in Miscommunication

2007-08-29T04:58:00.000-07:00

I have often found opportunity in miscommunication. Perhaps this comes from the simple fact of being in a bi-cultural bi-lingual marriage. When in a relationship, we often forget to confirm that what we interpret is what is meant. This is the ultimate practice of listening without judgment. Having the luxury to assume that all communications carry with them the possibility of misused language, I often take the time to try to understand what is really being said and why. This has been hugely helpful in both my relationship with my spouse and my interactions with professional and personal peers. It is easy to have an emotional reaction. I do believe that most people's intentions are good, even if there communications skills may need some work. Sometimes we do need to remember to simply breath.

It is not to say that I never miscommunicate. Quite the contrary. But one of the most generous gifts that one can give is the chance to undo a miscommunication to understand the true intent. So I thank you who take the time to listen and let me know when I am not communicating well.