Friday, August 28, 2009

Twitterville Book Party (#tbash)

Twitterville Book Party
Originally uploaded by Tony "Frosty" Welch

Robert Scoble (@scobleizer), Steve Rubel (@steverubel) and myself (@frostola) and Shel Israel's #tbash party for his new book "Twitterville"

Wednesday, August 26, 2009

Beyond the Hype: The Roadmap for Social Media

Pic by Howard Friedenberg.

On Wednesday, August 19th I had the honor to host and moderate an amazing panel of social media luminaries. The panel was comprised of:
I apologize in advance for the quality of the sound recording - there are a lot of skips and glitches. I had my HP HDX Dragon directly plugged into the sound mixer, so I'm not quite sure what happened.

We used the hashtag #hpsmr for Twitter.

Articles and pics from event:
Thanks again to everyone that came out! If I've missed a link or mention please let me know.

Tuesday, August 25, 2009

Interview with Shel Israel, author of “Twitterville”

Shel Israel, author of “Twitterville“, graciously agreed to come to HP’s Cupertino campus and talk during our internal bi-weekly Social Media call. Shel is more than just an author - he’s a veteran of Silicon Valley and a wonderful storyteller.

Shel didn't want to do the usual and flip through a presentation. Instead he just wanted to sit down and have a natural conversation. I think it turned out quite well, and we managed to cover a wide array of interesting topics in little less than an hour.

I hope you enjoy it!

Tuesday, August 18, 2009

Social Media Quote of the Day

from "Six million Australians are selling their lives to Facebook"

“Social networking continues to grow in popularity both across Australia and throughout the world,” said Will Hodgman, comScore executive vice president for the Asia-Pacific region. “Social networking is now an essential part of peoples’ daily online routine, providing a level of engagement and reach that far exceeds most other content categories. Understanding how to leverage this audience successfully is both a challenge and significant opportunity for most digital marketers today.”

via @Andrew303 on Twitter.

Thursday, August 13, 2009

What about the "In" of Social Media?

Most diagrams you see included in Social Media presentations mostly focus outward. It's probably a spoke and hub model, with the arrows originating from the center then heading outward into the internetosphere. I know because I've drawn a few. "This is how we get our message out." Looks great on the whiteboard, doesn't it?

People are spending a lot of their energy on figuring out how to get out there and make their presence felt in the Social Web. How do we take part in the conversation? Which is really not a bad thing. It means they're past "why do we want to do this" and now at "OK how do we do this?" Progress!

But I'm looking further down the road, and I see some issues. It is a conversation after all, and what happens when customers start talking back? You got their attention, and you know what, they got a few things on their mind. What do you do with that feedback?

The organizations that are adapting Social Media (marketing, advertising, PR) are generally outward focused. But now that they are engaging, they need to be prepared to accept feedback, complaints, etc. Not only do they need to adapt, they need to be able to track and measure the feedback in meaningful and actionable ways. Most likely they will partner with the "in" organizations like support - but they still need to close the loop and be aware of the outcomes.

It will come down to Change Management, and the ability of a corporation to continually encourage adaptability as well as offering education and support. It will require a company to constantly reevaluate processes, and not be afraid to make changes. That being said, it's critical that the company ensure that everyone understands the purpose and benefits of those changes.

For a company who's culture doesn't naturally support these notions, it will be a much tougher road. Their Social Media efforts will be fragmented and disconnected, and will suffer constant setbacks. They will be frustrated and constantly question themselves and their efforts. "What are we doing wrong?"

Only those companies that can demonstrate that they are not only able to talk and listen but able to react to and integrate incoming feedback will be able to build a thriving, successful community (Zappos anyone?). They will know what their customers like, hate and want, and from that alone they will have a distinctive competitive edge.

Social Media is not only about reaching out, it's also about holding the door open and inviting people to come in. Listen, learn, embrace.

Tuesday, August 11, 2009

Twitter for Business: Lessons Learned

Michael, LaSandra, Tony, Sumaya and Shel
Originally uploaded by Britopian

I was fortunate enough to speak on a panel with LaSandra Brill (Manager, Web & Social Media Marketing at Cisco), Michael Brito (Social Media Strategist at Intel) and Sumaya Kazi (Senior Social Media Manager, Global Communications Division at Sun.)

It was a great atmosphere (Being able to drink wine on stage was big plus) and the audience was definitely engaged. And as an added bonus, I met the amazing Shel Israel. Shel was kind enough to blog about the event.

Thanks to Tatyana Kanzaveli for hosting!

You can view pictures from the event here and over there.