GreenNurture podcast with Jay Baer

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In my podcast series with GreenNurture, I often feature people with disruptive perspectives, from companies that are redefining business as usual in their segments.

So it was an honor to have Jason Baer, fellow Arizonan and someone I have been following (check his blog Convince And Convert) for as long as I’ve been working as a mashup of writer, marketer, communicator.

For those of you who don’t know him Jay has founded five companies, consulted for more than 700 companies and brands worldwide. But he’s best known for three words: Social Media Strategy. Just Google those words and see what I mean!

Enjoy!

Crowd-sourcing as internal communication tool

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Smart mobs, crowd-sourcing, citizen journalism –have you noticed how these waves of outside influence keep crashing on our shores?

Howard Rheingold, in Smart Mobs, uses a powerful analogy of human intelligence and computers. If you consider thousands of computers in a building as heaters running at full capacity, he says, only a small part of the heat generated is being used to warm the building. The rest of the energy leaks outside. It could easily be distriuted to other parts of the enterprise.

Now consider the ‘leakage’ of intellectual capital in your office every day. Employees arrive at the workplace, power-up, and are left to run, but vast amounts of  knowledge and ideas are untapped. The occasional survey, the large meetings where no one wants to raise their hand only scratch the surface.

Crowd-sourcing (despite books like this on the future of business) as a driver of big ideas, or as an  internal communications / HR function has not taken off. When it has been attempted –in a controlled environment such as focus groups — the costs and time involved make it a very expensive nice-to-have.

So how do you connect the internal circuits of your human resource that occupy the building? I’ve come across voting tools, idea-generation apps and feedback systems. Here are a three:

  • IdeaScale – for community-level conversation tracking
  • ConceptShare – for teams of designers and Creatives to collaborate and generate ideas
  • GetSatisfaction -a tool for customers and employees to gather ‘social knowledge’

Feedback widgets are here –and coming soon to a mobile device near you. Many of them only go so far. Some experts even warn of getting entangled in intellectual property problems. But the big hurdle to consider is motivation. Engagement goes hand in hand with incentives -the old WIFM concept.

My client, Arizona-based GreenNurture has takes the concept of feedback and employee engagement further. Deeper! 

Here’s how it works: In a company that wants to deploy a sustainability program, employees login to a social media-like app, come up with ideas, start comment or conversation threads, make pledges and vote on each others ideas. When hundreds of them start talking to each other, some idea gets refined, tossed out or voted up. The cream rises to the top, so to speak. There’s more granular information, including an assessment tool, deep reports etc –making sure no ‘heat’ is lost.

If you are interested, check the demo here!

GreenNurture debuts social media app at DEMO this week!

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Happy to be associated –embedded?– with a company like this. As some of you know, I manage the social media for GreenNurture.

GreenNurture logoThis was under wraps until today. We were selected to be at DEMO — a premier tech conference known as ‘the launchpad for emerging technologies.’  Take a look at the very cool company we are in.

Later tomorrow (Monday) I will be updating this blog and GreenNurture’s blog with more details.

For now, here’s the official statement from DEMO

Quotes for the week ending 20 March, 2010

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“We subscribe to the Woody Allen theory of social media — 90 percent of social media is just showing up.”

Scot Monty, Ford, on NPR’s Marketplace

“If you look position descriptions for companies that are hiring in their communications department, their marketing department. They’re all looking for social skills.”

Shel Holtz, in the same interview

“If your brainwave is picked as the ultimate green idea …you could win £100,000 for your favourite organisation to spend on its green initiative.”

Marks & Spencer, launching a campaign called ‘Plan A’ that seeks consumer-generated ideas as it seeks to be the ‘most sustainable retailer’ by 2015.

“Open exchange” on Twitter gets boost, but will we tweet not talk?

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I was on the phone with my sister-in-law, a teacher in Sri Lanka, who complained that many young people are losing their ability to hold conversations, just while I was reading something at BBC, where the co-founder of Twitter, Evan Williams states that Twitter intends it to facilitate an “open exchange of information.” I take it he means more dialog, better communication.

She: These people have way too much information in their heads and on their phones that they don’t communicate.

He: “Our goal at Twitter is to be a force for good”

She: “They don’t know how to write anymore, ..all this texting.”

He: “I think it will be how you get personal, customised information from every entity you care about, from your local café to your government, from your politician to your friends and family.”

I know we all see different parts of the anatomy of this elephant in the room. I promote micro-blogging as a way to connect the dots, and integrate with other forms of communication. But not at the expense of analog or ‘old media’ tools. Sometimes, the best way to chat is to pick up the phone, or walk over to the person in the next room or cubicle.

My eternal challenge to communicators is: When was the last time you wrote a letter?

Writing fires up different circuits in the brain. I subscribe to the idea that ‘writing is decision-making‘ with a specific person or narrow audience in mind. Not just sending off random thoughts in 140 characters. I love what Mr. Williams’ company has opened up. I just hope it makes people better communicators, not  message generators.

Podcast: All waste equals lost profit

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As most of you readers know, I’ve started podcasting at GreenNurture, where I handle social media strategy.

In this podcast I asked Derrick Mains to talk about something that we don’t think too much about –how waste that literally ‘travels through the supply chain’ can be eliminated. In fact many businesses that are now monetizing it. I came across a statement that inspired this conversation, that there is no such thing as trash, just misappropriated resources.’

No doubt, these images of a temple in Bangkok (built with one million empty bottles) are an extreme example of that, but on a micro level using things ready for the trash or recycle bin have value, and work like currency. I am a big fan/customer of Bookmans, and have saved hundreds of dollars on books, magazines, software and music by ‘exchanging’ unused resources.

Get more details here.

Download the podcast here.

Quotes for the week ending 6 March 2010

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“This may be one of the largest experiments ever conducted on the web.”

Ben Parr, at Mashable, in the introduction of auto-captioning to YouTube videos

“Blogging success is a slow march, not a mad dash.”

Jason Baer, at Convince and Convert, on the 10 key success metrics for a blogging strategy

“The idea that content is king is true, but some people miss out on reading that great content because there is nothing interesting in the headline that represents it.”

Alex Fraiser, in a post about headline techniques for blog posts.

“Every defective part is like a dead body…To figure out what killed it, we need to duplicate the crime.”

John Smith, a member of GM’s Red X team of engineers who study bad auto parts

“So What”, you say? So there are no pilots or even air traffic controllers to guide us, what does this mean? In the Web 2.0 skies, organizations are gliders who must reacting to their current environment.”

Rick Spratley, at the Employee Engagement Network

“We live in an age in which ideas and arguments fly across the globe almost instantly … Assaults on those rights, like “libel tourism,” tell us just how rare, and fragile, they are.”

Editorial in Arizona Republic on foreign nationals suing Americans for libel in foreign and US courts.

Look for ‘Curators Needed’ signs –clues to your next job?

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“The web needs editors,” someone remarked quite aptly when TMI (the acronym for that modern syndrome, Too Much Information) was beginning to drive people nuts.

Today the web needs curators more than editors. Lots of them. Corporate feedback sites are sprouting all over the place, so,

  • Who’s gonna sift through the comment streams for good ideas?
  • Who will prioritize which complaints need to be responded to before it flames out in other places?
  • Who might be the next breed of Principal Investigators –sleuths, rather than project managers– who turn this data into reports? And I mean well-written, business-case reports?

You will! (Or someone in India, if you’re slow to find these opportunities.)

As I continue to write about and support crowd-sourcing and citizen journalism, I come across many hidden ‘help wanted’ signs for curators. Not in Craigslist, but buried deep in the comments of YouTube, Facebook, the 98 heated exchanges at the bottom of the New York Times article etc. The 200-plus tweets and re-tweets with a hash tag (especially the tag #FAIL).

Yeah, I know who has time to read through these? CEO’s do, that’s who. And they are wondering why their marketing and PR teams are not telling them about it, despite all the analytics money being spent. The trouble with analytics and algorithm-generated charts is that they don’t translate into action items. A Curator with the attitude of an analyst) who can also come up with ideas will be hugely valuable in my reading of this trend.

I just recorded a podcast for GreenNurture on what crowd sourcing as an internal communications app might look like, and serendipitously ran into this story by Marc Gunther. Truly timely piece on curated crowd-sourcing by by Genius Rocket. (Wonderful headline, too: “Why 13,956 heads are better than one.”)

Why do I think this is timely and huge? I’ll give you three clues:

1. Feedback sites are big: And there are attempts to tap customer sentiments: http://uservoice.com

2. Customers are talking back. take a look at Mills Advisory Panel –soliciting feedback for General Mills customers. My Starbucks Idea – a great site for tapping into marketing and product ideas. But who’s gonna take all those ideas if it is another company? Take this comment:

“I am a Canadian partner and I have experienced a lot of frustration, confusion and grief since the new teas have been unveiled. The biggest concern is the lack of consistent pricing for tea lattes….”

It goes on with too much detail, possibly revealing too much inside info that would make some VPs cringe.

3. Wikipedia is a back-channel: Lots of  ‘Curators’ Needed’ signs hanging out here. Noisy debates go on in the Talk Pages, and looking at these in your vertical will tip you off to other things.

You get the point. Everyone wants to listen to the customer but there are not enough people who can translate the conversations into actionable knowledge.

Sidebar: If you are interested,in why social media is so ready to gather front-line intelligence within a company, check this podcast I recorded with Derrick Mains recently.

Community as fire pit?

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So what’s your definition of a community?

Members of your Facebok fan page? Those hundred-something peeps who follow you on Twitter? How about the ex colleagues of a former workplace in a large, unwieldly Google Group?  You probably have a stake in all or most of these right?

Building a community is one part of the equation. Nurturing one –being the ‘community organizer’ — is something else.  My latest column in CW, the magazine of IABC talks of some easy ways to build an online community.

I think we often get distracted by the word media, and pay lip service to the word social. My definition of a community is a fire pit. It can be small, it is noisy, always generates some sparks, but it draws people together.

Enjoy!