My Social Bookmarking project

In the last two weeks I have been adding Del.icio.us tags at a rapid clip for my work at ASU’s Decision Theater. The initial purpose was selfish. I read a lot, and access content at a variety of locations –a laptop at work, at the library, at home, and very often at someone else’s workstation. I have grown tired of telling people to “send me a link to that article.” Tired because people sometimes forget, which then means a lot of back and forth emails etc.

Social bookmarking solves a lot if this. The quick easy was would be for me use and encourage other communicators across our four campuses to use my delicious tag “decisiontheater” when they see something. (Yes they could use others like Newsvine, StumbleUpon, Redditt and Technorati etc.) That way it shows up when I login to Delicious from any location, and I don’t have to look up different lists of Favorites on different browsers. Reciprocally, I have been asking colleagues to tell me what tag they use, so that I too could be their eyes and ears, and create social bookmarks for their school, business unit, faculty etc.

There are other movements attempting to formalize the business of link-sharing. Publish2 is one of them. It’s mission is:

“to bring all of the world’s journalists onto one common web platform and community, one that empowers journalists to discover, organize, and rank the most important news — to benefit your own reporting, your newsroom, and all news consumers on the web.”

The project is still in beta, and it will be more than Digg or Delicious. I like the crowdsourcing flavor it brings. Which is what my mini project is all about –tapping into the wisdom of the ASU Communication crowd, so to speak.

Strategic Planning – telling “stories” about the future

In the age of GPS, who needs a road map? In the age of short term bumps and market shifts, why even bother with the long view?

Strategic planning is not so much about looking down the road and plotting your next move, but using the long perspective to sharpen the tools we use today to get there. That “road” won’t be the same by the time you arrive at the intersection, but you would know what to make of the resurfaced terrain.

We think about this all the time, here at the Decision Theater. We call it Scenario Planning, which is slightly more complex than strategic planning. Why? Because it involves systems thinking, and gives you (the client) a look at different what-if scenarios that help refine the one plan you eventually settle for.

I recently came across Dennis McDonald’s A short definition of strategic planning that took into consideration social media.

But the best definition of scenario planning I have seen comes from the World Economic Forum, which says thus:

“Scenarios are stories about the future. They are not attempts to predict the future; rather, they aim to sketch the boundaries of the plausible.”

Road maps, both the folded street versions and business kinds, are not always inspiring. Scenarios have inbuilt stories that people could relate to.

Quotes of the week ending 8 March, 2008

“Obamicans.” “McCainicrats”

Former White House chief of staff Karl Rove in the Wall Street Journal, about needeing to watch Republicans who back Barack Obama and Democrats who like John McCain, respectively.

“So, I think they have to spin this as best they can, but the reality is still the reality.”

David Axelrod, chief strategist for the Obama campaign, on Clinton’s win in Ohio and Texas this Tuesday.

“We are all living in the middle of a paradigm shift.”

Andrew Leckey, Director of the National Center for Business Journalism, on the role of journalists, at a workshop in Phoenix, Arizona.

“it’s no doubt true that many PR & advertising agencies don’t, in fact, ‘get it’ yet … But it is also true that many clients don’t get it yet, either.

Todd Defren, PR Squared, commenting on the fact that marketers want to put social media into the bucket of metrics and campaigns.

“We can also look forward to flexible screens, holographic projection and LED wallpaper that allows any flat surface to function as a display.”

Bill Thompson, on the technology of teaching.

“In the end advertising isn’t about the click.”

Mike Leo, CEO of Operative, in Businessweek, on the slowdown in Google’s advertising’s pay-per-performance model.

“Haven’t you people learned the art of pretending that you know what you’re doing?”

Cathy Taylor, on why ad agencies (some of whom occasionally blog) are not walking the talk about social media.

“A message is one-way communication and a conversation is not. Rather, a conversation is like verbal tennis where words and ideas bounce back and forth between both parties.”

Andrea Goulet, commenting on the book Now is gone.

Quotes for the week ending 29 Feb, 2008

“The whole 19th-century model of scarce distribution and abundant attention has been flipped on its head.”

Tony Quinn, in OMMA, on why we should change our behaviors, not our messages in a web 2.0 world.

“The right successor to the DVD is not Blu-ray or anything else. It’s the web.”

The Economist, 23 February 2008.

“The issue is no longer whether or not social media should be used. That genie is out of the bottle …The stress point has now moved to how the enterprise will use social media..”

Shel Israel, on there being two camps in social media. Camp #1 tends to ruin it for everyone else. It is run by marketing people who use social media simply for brand awareness.

“The authority factor over-weights (sic) poor writing skills”

ProBlogger Daniel Scocco, one of the top 100 blogs on Technorati, answering the question if poor writing skills overshadow good content.

“This election year, anyone can be a Henry.”

Lee Gomes, in The Wall Street Journal, on how a reader called Henry, commenting on the ABC News web site, thought to be a staffer at a presidential campaign, turned out to be a high school teacher.

IABC Phoenix – Social Media Presentation

blogtitle.jpgIf you attended the Writers’ Group workshop on social media and blogging, here is the presentation. Thank you to the IABC, and Suzanne McCormick, for inviting me to speak.

I realize we sped through a lot of material, so please feel to contact me if you have any follow up questions.

Incidentally, if you are interested, my colleague Dan Wool spoke about the same topic on Wednesday at the PRSA luncheon. Dan has a wonderful perspective of social media. If you haven’t already, do subscribe to the RSS feed of ValleyPRBlog.

Social network for decison makers

It’s YASN –Yet Another Social Network. It’s called Kluster.

But this one caught my interest not only because it’s in the realm of decision making, but because it’s more about productivity and collaboration, and less about befriending people.

Besides sounding flaky (“What is our business model? don’t worry we are not like the others… we actually have one, we promise.”) they have thought the process through with “phases” (that are deliverables,) “sparks,” (solutions and ideas) and “amps” which refine the imperfect sparks. The network has its own currency, measured (or rather awarded) in “watts.”

Will Kluster be a lot different from, say, Innocentive, the “open innovation” community? Today is a defining moment, since Kluster is officially launching the company at the TED conference.

Social Media Release, a work in progress

David Fleet started an interesting discussion, based on a problem he ran into with the Social Media Release.

The problem, as he explains in the structure of his post, is one of bullet points, embedded links and sections, rather than the conventional narrative structure.  Meaning, the press release doesn’t pretend to be a pre-fabricated story for lazy editors.

With some compromises, it had a happy ending s he noted on For Immediate Release (Show # 319,) but it re-opens the topic of whether the SMR is ready for prime time.

There were big objective: to increase access, provide context, make it seo friendly, and the big one, to leave out the spin.  The last is a big one, since most editors don’t want a PR department to write their stories, but give them the hook. Big difference. Then there’s the convenience factor of the embedded links, one-click image downloads and the delicious and technorati tags.

Getting all these in one place, for many organizations is a work in progress. We love our ‘shared folders’ and our media pages, but they’re not exactly accessible and journo-friendly.

No traipsing down Sustainability Avenue

For the past year, I’ve been hist by two keywords: innovation and sustainability.

It’s hard not to notice the deliberate attempt by many organizations to tie the two concepts into their marketing, strategic planning and advertising.

BMW says it is “preparing for a Hydrogen future” with “pie-in-the-sky, what-if technology.” Honda has invested in a solar cell company. BP is into bio-fuels. But it’s not just consumer brands that are onto it. The city of Phoenix has a “sustainability blueprint. Tucson has a volunteer-led “Sustainable Tucson” network.

The city of London has a Sustainable Development Commission, promoting community-friendly policies for climate change, education and energy.

It’s tricky to balance growth and sustainability –and getting buy in. At ASU, we wrestle with this all the time. The Global Institute of Sustainability, a block from where I work, does a fine job of defining what it involves, and applying it. Here at the Decision Theater, we actually show organizations what sustainability means by taking their data, and putting it into interactive visualization.

So every time I see ads like the one about building cars out of straw (Toyota) or the Land Rover‘s paying for carbon credits on behalf of the customer, I realize many are only scratching the surface. Once you see how small decisions can change the air quality, water table or traffic patterns in your immediate locale, you’ll see that wearing an eco label requires you to do more than build a neat micro-site, or shooting a great commercial.

Cult of the amateur: provocative idea, wrong lens

If you loved Wikinomics, you’ve got to read Andrew Sheen’s “The cult of the amateur.” It forces your brain to take a compare the seductive arguments about knowledge democratization, and the decline of social values as a result of user-generated content.

On the face of it Sheen is a cross between Vincent Bryan Key (Subliminal Seduction) and Neil Postman (Amusing ourselves to death) both warning about the dangerous trends in advertising (in 1974), and television culture (in 1986) respectively.

He sees the internet as the slippery slope of literary, moral and cultural standards, and seems to try hard to relate it to amateurism. Indeed, the struggle between old media and its receptacles, versus new media and the infinite pores out of which this new content is flowing is easy to cast as one between the good guys and the baddies.

But it’s not, and I discuss why, here in my detailed review of the book, at ValleyPRblog.

“Flickr Commons” needs your help

This should have been included in my previous post.

Flickr has partnered with the Library of Congress in something called the Flickr Commons. The LOC has team allowed the photo sharing site to use 1,500 of its photographs (from its 1 million page catalog) on Flickr.

The more important part of this is the fact that the LOC is asking for your collaboration –to tag the photos.

This particular photograph is from a series from the Bain News Service, from 1910-1912.

Thanks for Hyperbio for this.