Tag Archives: Social Strategy

WIN Reflections

After taking time to reflect on three days in beautiful Rome surrounded by 950 thinkers, dreamers, doers and in-general amazing professional women from around the world. I will share my reflections.  In the last years I have somewhat limited my participation in gender-based forums and yet, I see and feel the value of them when there.  I simply wish more men could experience the same profound impact of connection and inspiration, while talking solutions for sustainability, profitability and growth.  In effort to focus, keep in mind this is not a summary of the WIN Conference as a whole, but my reflections as a global social strategist. Some pieces are simply memorable statements on leadership and vision.

 

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Ted Rubin said it well, as we sat for a coffee in the Hilton with the buzz of South by Southwest (#SxSW) moving around us. “South-by is like Social Media face to face.” Everyone had a twitter handle @ and a hash tag # to find them and what they do. Celebrities and influencers have “followers”, “friends” and “connections” visible in their entourages and their VIP access. The refueling stations were gathering spaces for re-caffeinating bodies and charging multiple devices. Contacts shared by the Bump App and new friends were made by bumping as you found space to sit for panels. There was an App for everything, predominantly for iOS and Android (Apple iPhone and Google’s development platforms). Those who didn’t have one were quick to add “coming soon!” in their pitch. The few lucky/patient who braved the cues at the temporary Apple Store downtown picked up the new iPad2. Those of us willing to wait were mostly from overseas, knowing that it would be a while before they reach our markets.

 

After nearly a week of intensive panels, networking and checking out what is new and coming in interactive, I am excited about the future. As in any trade conference, it is easy to get myopic. Is everyone as uber-connected as this gathering of industry professionals often referred to as “geek fest”? Essential to remember that in order to rise above the 8% of “active” social media and smart phone users there will need to be continued expansion and development of infrastructure, accessibility, internationalization, aggregation and filtering. Cultural implications for organizations, leadership, and education systems will require greater outreach, training and better user-interfaces for the non-technical. Communications is changing, the tools are developing and I am very optimistic about their direction as long as we improve design for those who are already technically un-inclined. The more social the tools become, the simpler the interfaces, the greater access to tools that work in different environments for wider needs and people the possibilities are boundless.

 

Here are some of my tweets from during the last few days in Austin at SxSW:

 

Fellow #sxswi delegates, Don’t forget to listen /measure outside of the bubble too, 92 still not active in social media/ smart phones

 

Don’t calculate the ROI of relationships, not rich enough data, use dashboards -@jenvandermeer #mroi #sxswi

 

Wall street- customer lifetime value is not something the street cares about @janvandermeer#sxswi #mroi

 

Thanks @jenvandermeer from @dachis for a very entertaining presentation on the ROI of relationships #mroi #sxswi

 

Great conversation with @globewomen, looking forward to a great #GSW11. Thanks Irene

 

Confirmed speaking at #GSW11 in Istanbul. Looking forward to more inspiring conversations in May.

 

Just first did my Skype video meeting on my #iPad2, followed by call with kids, paid for itself already 🙂

 

iPad 2 Shortages Hit Web & Retail Stores http://t.co/3H9J5TM via @mashabletech @mashable

 

Achieving net-neutrality requires consumers raising their voice, speak up! @~BarryDiller#SXSW

 

The Internet is a miracle @~BarryDiller #SXSW

 

Make the truth your weapon and your strength @ch3ryl #pplpwr #SXSW

 

Overcome Fear of showing of your authentic self. What if it freaks out the white people @ch3ryl# #SXSW #pplpwr

 

Great talking to @michaelblonde of @commondeeds definitely an App to follow! #SXSW

 

Self-definition: own your space, name it and be proud of it @funkybrownchick #pplpwr #SXSW

 

CPM should die -@Jasonfalls #smaroi #SXSW

 

Unless you married your spouse 3 minutes after meeting them, understand relationships take time @Jasonfalls #smaroi

 

even data that is infinitely measurable isn’t infinitely perfect. Must measure over time@Jasonfalls #smaroi #SXSW

 

Better measurement tools are the next big thing to come @Jasonfalls #smaroi #SXSW #swesxsw

 

@Jasonfalls monitoring the conversation, consider not everyone is online having conversations, ask your customers #SXSW #smaroi #swesxsw

 

Getting ready for first panel on measuring social media #sxsw #swesxsw #smaroi

 

Balance between friend and general recommendation, why of results are key #bettersearch #SXSW #swesxsw

 

Are we losing serendipity? #bettersearch #SXSW #swesxsw

 

privacy in social search; consider value-add, but need consent, control @barneyp#bettersearch #sxsw #swesxsw

 

Mood-based search for things to do. understanding intent for search w/Moodfish #bettersearch #sxsw #swesxsw

 

Simon alpha recommends, allows customization @barneyp #bettersearch #swesxsw #sxsw

 

Web-> social -> interest -> inferred interest graph @barneyp (Bing) on #bettersearch #swesxsw #sxsw

 

Google Hotpot integrating social/location/recommendations #better search #swesxsw #SXSW

 

@charleneli KLM during volcano, FB direct response realtime

 

Evolution from information to relationship economy – @debs #behuman #SXSW

 

Congratulations @pblackshaw ! You are going to love Vevey! Welcome to my side of the pond.

 

Without new social contract, trust is fragile – @debs #behuman #SXSW

 

Technology changes, humans don’t @debs #behuman #SXSW

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Social Implications of Mobile Apps

Sometimes it is important to dig deeper into how things work.  As children we disassemble things or dissect them for better understanding of what we are really dealing with.  Last week I chose to immerse myself in such an experience provided by the Big Nerd Ranch’s Europe campus at Kloster Eberbach.  Okay, so the name speaks for itself, and the class was iOS programming (iPhone/iPad Apps). Having become a true adopter of both devices, my curiosity got the best of me. I re-discovered my inner geek, and renewed my respect for programming, after 15 years of strategy.


You may wonder what this has to do with social strategy.  A lot, is my answer, and here is why.  Social has to do with people, how they communicate, the tools they use, what results from their interaction, and impact from engagement. Quite rapidly the device of choice for communication is becoming the mobile handset.  Executives who were previously computer shy are now carrying around tablets and entering the world of electronic communication that way.  We teach using these devices as tools for sharing, for exploring, for deepening knowledge and for innovating.  It is important to understand what it takes to make these tools effective and how. Understanding the opportunities they present and barriers to entry from both creation and adoption of these tools is critical for strategic usage. Who are we trying to reach, how do they use the tools and what can we expect in the future are all critical questions to ask.


The capabilities of these tools are very exciting. Many things that before were challenges now are simplified and friendly to the computer lover and computer averse alike. Being a teacher at heart I must say the prospect of using devices like the iPad makes me enthusiastic for the future. I had the same feeling back in the mid-90’s when working with the Virtual High School and seeing the opportunity for global collaboration through the Internet. Yet, then we were challenged by access to computers for schools, even in developed countries.


I am very aware of barriers that this evolution creates.  Apps designed as communications whether for customer service, team building or partner engagement, the requirement for entry is access to a smart phone, in most cases.  Like early mainstream social media tools, there is a heavy balance on Apps for their own sake and some task simplifiers (electronic boarding passes, ability to customize pizza and then submit orders,…).  Strategically, buy in of App development requires ROI rationalization for reaching a portion of the audience intended. iPhone, Android or Windows7 use by audience may be sufficient, otherwise they must be prepared to provide alternatives.


Yes, smart phones are on the rise and futurists talk of $10 iPhones in 2020. But certainly there are still a large population of business professionals using Symbian (Blackberry) devices and professionals and non-professionals alike using “simple” mobiles which are limited to a numeric keyboard. Not to mention the social society issue.  Consider the vast population to whom these smart phone devices are inaccessible due to their cost.   Are we creating a wider gap of the rich get richer and poor get poorer, until they get access too?


Okay, so I will get off my “half empty” soapbox. Are Apps an important element of social strategy? My take is Absolutely when Apps fit strategically with who you are communicating with. They can simplify and add value to your interaction with stakeholders. Caution to note, make sure they are aligned with your vision. As with any social tools, they have enormous potential, and are constantly evolving. Simple, functional and fun Apps can add value when aligned well. For complex functionality, unless new media tools/App creation is your business, let others do the new iterations, license it and don’t recreate the wheel. Apps for smart phones, especially iPhones (okay so that is a personal bias) have an amazingly dynamic future that we have to look forward to. I hope they spread faster than predicted and I look forward to seeing where they go. What is your take?

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Hot Spots for Social

Okay, so I will admit it. Sometimes I get to wishing that I was in Northern California enjoying being part of the Valley’s pace, the face to face gatherings of like minds, the buzz of Social. After all, I am not just a geek, but a people person at heart. I am looking forward to taking part in the Rise of Social Commerce event hosted by Altimeter Group in Palo Alto. I hope to get my social strategy community face to face and California fix there. That is not to say there is nothing happening here. The Öresund region is alive and buzzing as well. Especially with organizations enabling collaborations like Media Evolution. Continue reading

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Reflections on Rise of Social Commerce #rsc10

Here are some my takeaways from the Altimeter Group’s first event, The Rise of Social Commerce in Palo Alto. Before discussing the presentations, I have a few personal reflections. Face time is so critical. Having conversations with like-minded peers is empowering, validating and challenging all at once. Having the opportunity to directly say out loud “thanks for the retweet” with a smile rather than a :), gave me particular pleasure. The quality of participants and the genuine passion for the subject of the new social paradigm was impressive. It was a pleasure meeting you all. I look forward to continuing the conversation. So now to the presentation takeaways (slides and agenda here): Continue reading

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Lessons Resonate in Images

Avatars and their meanings The avatar we create or image we post is the profile we portray for the masses that learn and process information visually. Why are we not be more mindful of that when we post? Of course, this is logical, and we hear over an over that images are more interesting to look at than text. Our mothers advised that you never get a second chance to make a first impression. When was the last time you looked at your profile picture? Is your logo up to date? Does it say anything about your business, or is it just a fancy way of writing the name? “A picture speaks a thousand words.” Imagine that. A thousand words is certainly more than 140 characters or 100 word profile.

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