How do you manage a company wide Social Media initiative?   How do you get cross-departmental cooperation?   How does one approach the subject.    I authored the following post on Customer Think in regards to this topic: 

        

It’s been predicted in the May Forbes Magazine Article that Amazon is poised to become the worlds #1 publisher in the very near future as evidenced by the services they are currently promoting.  Here we see evidence of forward thinking leaders who understood the vulnerabilities inherent in an old-school economics-based “book” publishing model and also understood the collaborative nature of the digital economy.  Amazon is offering services directly to authors, forming a value-added relationship, and eliminating the need for the traditional middlemen.  Authors can now embrace a well deserved long overdue fat profit check for their creative work versus one whole or one half percentage point for each book sale!  Speaking on behalf of all author’s worldwide – thank you Digital Age for our release from the out-worn bureaucracy.   Amazingly wonderful a group of corporate executives are listening to their customers and making business decisions based on user generated content.  I would imagine they get a hint or two based on their popular recommendation system packed full of feedback or knowing exactly how many times “any of us out here” search for any given title.  Is it any wonder they are also now in the re-print “out-of-print” book business?  Hardly a surprise if you are following the publishing industry as of late.  

Founder of MIT's Media Lab, Nicholas Negroponte, pointed out very eloquently over a decade ago in his book "Being Digital" ... to make money in the 21st century; own the content!  Disney is one example of a corporation whose business model has always included owning their content; but huge corporations will not be the publishing industries only competitive threat. In this social, networked world an individual can empower themselves to compete without the need of current distribution systems, or even Amazon if they so choose.  An author can have as much reach as a corporation or publisher to get the word out.  How you ask?

Let’s take a self published author for example, who has established true "Social Capitol Value" for themselves using online Web 2.0 tools and networks.  By Social Capitol Value I mean someone whose personal network of people can reach well over a half million at the third generation.  20 of their friends & business associates could establish a reach of up to 10 million more people.  Word of mouth and online discussions replaces advertising and since the author's content is so very compelling, this invigorated network drives potential book buyers to the authors URL to purchase the book directly.  So yes the reach of an independent “indie author” could go as far as a corporation and again the middleman is left by the wayside – a system whose hey day is long past and gone. 

If an author uses Amazon as their preferred go to market strategy, the books’ likely better placement within the search engine won't necessarily be based on their "buying rank" – for again their Social Capitol Value will come into play.  For in the example of the socialized “Indie Author”, the books popularity and search engine ranking will be gained by the shear numbers of readers who post comments about the book, from all those who tweet about their find, who listen to the author speak on YouTube, who Digg an article, who share the link with their book club.   Perhaps they are motivated because they interacted directly with the author via FaceBook or downloaded to their Kindle.  These social activities, peer recommendations, and postings from the authors fan base will be their marketing vehicle and branding engine. Their social network combined with quality content will allow the “Indie Author” the self-publishing & self-promotion engine just as the “Indie Musicians” have already proven.  Neither publishers nor corporations nor authors should underestimate the power of the social networked world we now live in.  The dynamic is exponential in its very nature.

http://www.forbes.com/2008/05/16/mitra-amazon-books-tech-enter-cx_sm_0516mitra.html 

 

        

I applaud the Channels of the Future Research regarding "What Every Vendor Ought to Know About Killing Their Channel.   As has been the rule, it's the channel partners who have owned the relationships with the consumer and those resellers who provided the manufacturer significant value as feet on the street and the personal touch.  

Now, a well thought out social media engagement is all about reaching the customer and the dynamics allow a few to have significant reach.  Fifty years ago a sales manager had maybe 5 interactions a week.  Ten years ago and still today sales people may reach as many as 50 customers a week.  In the new world a social media empowered sales person may have 50 quality customer interactions ONE DAY.   This allows a manufacturer & their internal teams much more bandwidth and reach -- tentacles direct to the consumer.   If you also consider the potential for a manufacturer to engage their engineers, support personnel, customer service, or even R&D department into the blend of online conversations -- that manufacturer again has less need for the channel.  

I am, however, of the firm belief that sales channel will ultimately survive from the standpoint of their real value add to a manufacturer.  A manufacturer who has no desire to take on such overhead and infrastructure as to manage every field installation and project rollout, for example.  A 2 tiered distribution channel was a key part of their go to market strategy. 

From a practical standpoint then, it only makes sense for the manufacturer's to incorporate their channel from the start of their initiative.   As has been proven time and again, manufacturers who do the best job educating their resellers will win in the end.  It sounds good then that discussion threads are truly collaborative between the consumer (who is SO much happier with all the attention), the reseller (who is "being of service" & knows the job site), and the manufacturer (who is maintaining his brand reputation & keeping his competitors at bay).  Skip snail e-mail and jump to discussion threads is a solid recommendation for any corporation or channel partner.  The new social web creates an environment where we all can finally realize the true value of collaboration. 

        

For networking to be a fully functional pathway to success one must first have a network to talk to.   My meager beginnings on LinkedIn have grown in 4 months to well over a million connections just 3 degrees away!  Granted I’ve had a time sink to reach out and connect or re-connect with the original 55 business partners, associates, friends, & acquaintances.  Granted I’ve buttoned up my profile to be complimentary across all tools.  And yes, I’m of the age where my tenure in the space has a “long tail” – but this number to me is just plain cool!   Wow what a start, wouldn’t you agree? 

I find the number boggling especially considering I did not set out with this goal.  I discovered the statistic only after the fact as I clicked on the Network Statistics Link out of curiosity.   My goal was to simply be present, be myself, be relevant, and be genuine.   I feel as if I have won a popularity content I didn’t know I entered. 

Now when I have something important or fun to report, something to contribute that would be relevant to my business success or needs to be shared – WA LA – little ol’ me can reach what would be equal to an entire tertiary market with one little tweet!   And you can too, should you like to jump in the pool. 

OK – so you’re a bit skeptical that any one person can actually reach the million numbers at the third generation.    What could be THAT important that everyone in your second generation would pass on the information?   My answer to that is simple.  My second generation is 10,900 people!  Do you really think I’d be disappointed if my message was delivered to a community that size?  I’m not picky here.  I’m thinking ahead about how to reach an audience and NOT push.  I’m interested in disseminating information of interest.   If I can reach 10,900 people in the matter of minutes – that sure beats the tar out of the price of a TV commercial, a printed brochure, or bulk email that fails all too often.    Right?  So it’s not so much about the actual number – but it is about building a trustworthy reputation of adding value where your original 55 contacts are happy or compelled to pass along to others your message.   In other words, you don’t waste their time with old school solicitation practices or rudely pushing for attention.   “It just ain’t fittin!” – as Ms. Mammie expressed in Gone With the Wind.   Manners have not been forgotten nor should they be – or at least I’d like to think so. 

Given this information and given that my “brand” is just now building – it will truly be incredible to see what my network reach will be when a year anniversary rolls around.  Perhaps it will be then, but I do hope sooner, that I publish my first non-fiction digital book with integrated music & lyrics.    What reason could their possibly be NOT to use Social Media as my venue to emerge in the digital information age as a valued contributor and author who with the press of a button distributes rich media content worldwide! 

If you’re searching for evidence that Social Media is here to stay – this is one example.  It’s also a testament that any age is online as my group ranges from 16 to 67.  It’s also a testament that amazing things happen when you aren’t looking…  and it’s evidence that should you have something important to contribute, the online network allows the power of one to reach millions “with a little help from your friends” who merely pass on something cool! 

Are you ready to join the Revolution?  Ready to jump in the pool?  If so, then here are your Getting Started 3 KEY steps: 
1. Build your Network.
2. Contribute relevant information based on your own particular expertise.
3. Participate in the spaces & places where your contributions add value & this in turns builds “social capitol” around the brand called “You!” 

Watch for the Magic & Good Luck! 

        

A new reality is being birthed, a new relationship between people and the world around us  - - a new attitude towards how we interact within our comingled lives and within our business lives.    There is a profound shift occurring in our collective consciousness, towards greater simplicity, sincerity, and sustainability.  Its a shift towards optimism and collaboration and benefits for all concerned.   It's called the Social Web.

A great example of an evolving collective consciousness was demonstrated in April 1969 when the momentum behind the environmental movement and reform grew strong.  In a legal conflict between Walt Disney & the Sierra Club prompted Supreme Court Justice William O. Douglas to utter his now famous quote:  "Who speaks for the trees?" 

Shortly after these words were uttered, the entire world was, for the first time, joined in a celebration named "Earth Day".  Approximately 20 million people in the United States participated in the first Earth Day in 1970 and now an estimated one billion people in 174 countries connect on this global holiday each April.   The seeds planted in the late sixites are now rooted into a solid organized event with 17,000 different organizations shouting "WE speak for the trees!" 

An evolutionary imperative requires one to step into the future while moving away from past pre-conceived notions.  For instance, the dramatic economic events of the past year have forced many of us to question modern standards of consumption and prosperity.  While initially disruptive, the resulting major shifts in lifestyle allows us to embrace a simpler more rewarding lifestyle.  We are rediscovering the joy of creativity and being more empowered and have found out what truly matters for each of us. 

So as one looks to determine their enterprise strategy for the Social Web -- realize it's true long term value is significant.  The momentum that can be forged when the Third Collective is joined in purpose is un-stoppable.   Really examine what is most important to your organization and what is 'gravy".   I believe you'll ascertain what is most important is your customers and your social network ... and how delightful that in this new social web  we will ALL get by much more effectively and profitably if we listen again to Cosby, Stills, Nash, & Young ... "we get by with a little help from your friends". 

        

                                                        Connecting Your Dots

Back in the mid-80's I got out my 17 x 24 sketchpad one Saturday morning and proceeded to spend the day connecting dots with a graphical colorful flow chart feel, representative of my network of friends, places, dates, and songs that formed the glue of my life at that tender impressionable age.   My best friend, who says I'm famous for always connecting the dots in my life,  saved this doodle for decades unbeknownst to me, and funny how years later she presented this flow chart to keep in my leather portfolio as a momento of the good ol days.    

Now, in 2009, we both are online connecting the dots of our indiviual communities -- but this time the dots are made up of a network of people, a network that contributes content in my places, and participates on both the business and personal sides of my life.   Complete strangers find similiar trains of thought or attraction and ask to be my friend or join my community.  Business compatriots from the early or  most recent years are found again & together we join to accentuate the positives! 

This relationship evolution and socialization of the world wide web can be described with the NCP Model:  Network, Contribution, & Participation.   Moving from simply viewing to interacting is how you can describe the movement from Web 1.0 to Web 2.0  It's not tools where information is pushed from one to many.  Now it's about many to many. 

What is a community if no one ever speaks to each other?  How dynamic is a community if no one welcomes a new neighbor?  If you're like my Mother this welcome would include a knock at your front door greeted with a smile and a homemade fresh apple cobbler!   So it's true -- to start a community or branded corporate social media initiative, the first requirement is a commitment to the community and a genuine interest in contributing and participating WITHIN the community.  

Old school business had us speaking AT an audience & this inpersonal method is proving, especially as of late,  not to be worth the money spent.  Quite frankly it's not a very friendly way to reach out to your customers and it sure doesn't feel like homemade fresh apple cobbler! 

As you begin to understand you already know these basic premises of "being social"  -- you'll likely find yourself motivated to "jump in the pool" with the other 300 million people in the social web --  you'll too evenutally find yourself on a Saturday morning connecting your vast and scattered dots into a cohesive and valuable network -- for both work & play in colorful and fruitful ways.    

 

        

Welcome to my blog space -- where the Collective - the Third Power, blends harmonically to create the beautiful sounds that define a chord;  the magic one can experience within a group setting; the exponential gains that can happen in the blink of an eye!  Picture a concert where we all enjoy our own indivdual part & contribution to the orchestral performance.   It's now about "us" - the "me" generation has matured.   If we close our eyes we could feel the grooviness of the 60's once again although now we've spiraled into the 21st century and have the opportunity to implement a better version & more practical vision of our original utopia... Unity on the business frontier. 

I hope you will find and share the Third Collective content I hope to install with both revelant & useful information on Applied Social Media, but also just for fun, infused with an occasional dose of  humor.

Please check back soon for new entries.