Posts Tagged ‘networking’

Trends from Randi Zuckerberg, Former Director of Marketing at Facebook

2 comments Written on March 14th, 2012 by
Categories: Events, Social Media
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Randi Zuckerberg, former Marketing Director at FacebookLast month I had the opportunity to meet and hear Randi Zuckerberg speak at Meredith College. Randi was visiting the campus to receive the President’s Award and deliver the 2012 Woman of Achievement Lecture. Prior to the event I was able to attend the VIP reception thanks to my wife (@mcdezigns) who won the Meredith Facebook contest.

Randi Zuckerberg is the former head of marketing at Facebook and brother to Mark Zuckerberg, Facebook founder and the next american billionaire. She left her advertising agency job to work with Mark when he was at Harvard to help him launch Facebook and was with the company until last fall. During her tenure she was able to see the development of Facebook and help with the launch of several of the platforms features.

Randi stated that she changes her presentation based on current trends and that it can change on a monthly basis. The top trends she discussed were:

  • The sharing economy: social media has created a more caring community that shares resources instead of hoarding them.
  • People as platforms: the ability for individuals to generate a fan followiong rapidly.
  • Gamification of health and fitness: apps like Gym-Pact reward healthy behavior.
  • Crowdsourcing: Kickstart is funding more projects than the NEA. Logos and corporate identity are being generated by sites like 99 Designs.
  • Cover photos are making statements: people and brands are having fun with photos and creating a billboard type impression on Facebook. Examples include Girl Scout Cookies and Obama’s campaign pages.
  • Mobile first: new technology is being designed only for use as a mobile app without a formal website. These new apps are building one use case really well versus a whole site.
  • Curation is creating experts from individuals that never write, paint or create unique content. Sites like Pinterest allow users to create a strong following based off their taste not their own content.
  • Creating social moments: what if you could recreate the Home Shopping Network within Facebook with real time stats on friends purchases?
  • The opportunity to create more social moments via live blogging (which I wish I had known that there was WiFi at the event, I would have live blogged this post!).
  • Philanthropy is offering brands the opportunity to dip their toes into social media by matching contributions or having contests. Target asked its fans to pick which charity they would give their annual donation to by voting on Facebook.

Overall I was very impressed with Randi both on a personal and professional level. She was very approachable when I had the opportunity to meet her before the event and I enjoyed discussing strategy with her. After seeing her speak to the crowd you could tell that she was a savvy marketing professional that understood that technology is cool but you need to provide value. Technology for wow factor fades fast.

I would like to thank Meredith College for bringing Randi to the Triangle as the event was free to the public.

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Posted in Events, Social Media

Rein in Your Event Hashtags

4 comments Written on August 24th, 2011 by
Categories: Events, Marketing, Social Media, Strategy
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Too many hashtags leads to confusion and dilutionI saw the program for a social media conference recently that had 16 unique hashtags peppered throughout the agenda program.  My first reaction was why?  Some of the hashtags were the city and state name of the event location while others were plain generic like #Day1 and #blogging.  The event had a unique name that should have been the main hashtag used to create awareness of the event.  However by placing up to five hashtags for each agenda item the event hashtag got lost.

This is the wrong strategy for several reasons.  First it dilutes the main brand that you are trying to promote and position. Secondly tracking the tags to measure chatter volume will be inaccurate when you have tags like #RaleighNC or #SeattleWA that may be used by tourists or economic development tweeters.  Third and most important, you are confusing the very people attending the event that need to understand how to use social media effectively to communicate.

Most of the seasoned professionals in any discipline go to events for two reasons: to speak and to network.  They don’t go for professional development and education.  Sure they may pick up a few tips but they are not there to ramp up knowledge quickly.  The attendees that shell out their hard earned money are there for that.  They want to build up expertise quickly, find starting points for new projects and save time determining what thought leadership blogs they should be reading.

A novice may see multiple hashtags and wonder what they are, what purpose do they serve and how are they used?  By bombarding them with multiple keywords in hashtags the event staf is confusing them and not teaching best practices.  Part of me thinks that the reasoning behind putting multiple hashtags on a conference agenda or signage is to look sophisticated, smart and savvy.  This is when I love to yell at these people through my screen, “You’re doing it wrong!”

Tom Webster (@webby2001) puts out a tweet when he speaks at or attends events stating, “For those of you following at home, the hashtag is…” Tom gets it and knows that there are interested people not at the event that want to share in the information and knowledge being presented.  Multiple hashtags makes it frustrating and irritating for those following the event and not realizing that the hashtag they are tracking is only one of several.

What do you think?  Is having multiple event hashtags smart or confusing?

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Posted in Events, Marketing, Social Media, Strategy

Remember Plurk, Plaxo and Poken?

2 comments Written on March 22nd, 2011 by
Categories: Digital Media, Productivity, Social Media
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With a new social media site being announced every few days I wanted to go back to some of the sites that were abuzz a jew years ago. After the initial launch and buzz what happens to these sites if they don’t attract critical mass? I decided to look at three sites that I have not looked at in over a year.

PlaxoPlaxo is an online address book and social networking service founded by Napster co-founder Sean Parker in 2002 that as of a few years ago reported 20 million users. Plaxo provides automatic updating of contact information as users store their data on Plaxo’s servers. When users update it updates all their connections address books and users can connect and access the address book from anywhere. I tried Plaxo but found that I was already connecting with other business users on LinkedIn. One of the annoying factors that Plaxo has that I did not like is that I received many email invites to connect on a platform that I had already abandoned. This did reflect poorly on the company as it was accused of violating email spamming laws. Plaxo was acquired by Comcast and in 2009 announced that it would charge for the Microsoft Outlook synchronization service.

PlurkPlurk was an alternative microblogging platform to Twitter launched in 2008. It lists user updates or “plurks” in a timeline which lists all the updated received in chronological order and delivered to the other users who have signed up to receive them. The majority of Plurk’s traffic comes from Taiwan. I found a single user that said he used it a few years back when Twitter was experiencing frequent outages and he used it to communicate. What it lacks is the ability to create groups, aggregate information and other useful tools that Twitter employs to organize communication.  When I checked Plurk recently it seems to have abandoned the timeline updates and the user interface looks very similar to Twitter with a vertical feed.

PokenPoken is both a social site and hardware device that allows the exchange of online social networking data between two keychain accessories. Each person must have his or her own device in order to exchange information. It has been called the social business card and attempts to be a digital replacement for physical business cards. The keychain device is inserted into a USB drive and data is uploaded to the site. Like Plurk users were presented in a horizontal chronological timeline. For the few users I actually connected to it imported them twice and never could figure out how to get rid of the duplicates. I also found it hard to use when swapping information with other Pokens.  The light was covered and there was not way to determine if it worked other then blinking light sequences.  I usually still swapped paper business cards. I actually won my Poken at a Raleigh Social Media Club event and used it for several months but only exchanged info with a handful of users. The battery eventually died and I was unable to find a replacement. Now I’m not even sure where the device is.

It will be interesting to see if these technology companies will survive over the next few years. In my next post I’m going to look at how Plaxo and two other sites have survived after being purchased by major corporations and if it was a good or bad move for them.

Have you used any of these networks lately or have they fallen off your radar?

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Posted in Digital Media, Productivity, Social Media

Five Tips for Improved Intra-Office Communication

7 comments Written on December 3rd, 2010 by
Categories: Productivity, Social Media, Strategy, Uncategorized
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Improve office communication with time saving technologyA business that improves communication between workers in an office will improve morale and boost productivity. Ultimately, a large office with poor communication will pay the price because miscommunication usually affects the bottom line. Fortunately, however, the digital revolution has resulted in numerous online communication services that can make intra-office communication drop-dead simple.

Here are 5 ways to get started on improving intra-office communication in your office.

1. Allow Workers to Use Instant Messengers

Instant messaging (IM) is used in many offices for employee collaboration. They use it either to replace email or in addition to email. Offices that use both systems use IM for quick messages or conversations and email for messages not requiring immediate attention or for longer FYI messages. Originally a social tool to chat with friends from a home computer, IM has been adopted by office workers as a way to avoid telephone tag or leaving a desk to discuss a project. All IM communication requires is an Internet connection and a small application loaded onto the local computer’s hard-drive.

Within an office setting, IM is much easier and faster to use than email and creates more of an instant conversation rather than a long-drawn out email rally. There are three reasons why IM is more efficient than email:

  1. First, a pop up mechanism displays a message almost as soon as it is sent.
  2. Second, it has a “buddy list” that can be organized efficiently, editing, adding, or deleting contacts.
  3. Third, it signals if a “buddy” is available for conversation or does not want to be disturbed. For example, if a status message indicates that someone is out of the office, then the sender can write an email or leave a voice message.

2. Set up Yammer

Yammer is like Twitter or Facebook, but within a private, secure social network. It’s creating a quiet revolution in office communications. The enterprise level software helps a business achieve rapid communication, complete collaborative tasks, and meet long-term goals. Rather than long-drawn out telephone conversations, endless meetings, and consulting on technical problems, it provides increased communication. It can be used in a large office where workers are scattered over a large area or it can be used in connecting with remote workers. Signing up for this service only takes a minute. A company email address is all that is necessary to get started with Yammer.

3. Create a Private LinkedIn Group

LinkedIn is a professional network service, a social networking website for business relationship building. Apart from allowing users to create a resume-like profile page, it also allows for small, private groups to be created.

A Linkedin group permits users to discover a conversational thread; participating by liking and commenting on the thread; learning more about the top influencers in a thread by clicking a link that takes you to their profile; distinguishing between old discussions and fresh, new ones; reviewing the popularity of a discussion by seeing how many people signaled that they liked the thread and how many commented on it.

The major benefit of this tool is to stimulate brainstorming and pooling of information and ideas. This is a perfect tool for a technical company where people with different levels of knowledge and skills can collaborate, share ideas, offer feedback and come up with new ideas.

4. Keep Employees Informed With a CRM Tool

Use an online customer relationship management tool to allow staff workers to see what other workers have said to a client. Highrise is an example of an excellent relationship management application. Their catchy theme slogan is that the software remembers so that you don’t forget. Highrise provides the following 6 staff-client recording services:

  1. It stores every oral or written conversation.
  2. It stores every email contact.
  3. It stores every telephone call.
  4. It stores every meeting.
  5. It stores every document.
  6. It stores every deal made.

These services provide the following 3 benefits:

  1. You’ll know which staff members have talked to the client.
  2. You’ll know what was said.
  3. You’ll know when to follow-up.

5. Use a Dedicated Project Management Tool

An application like Basecamp makes projects simple and clear. What makes Basecamp different from most project management software is that it takes a completely different approach to managing a project. By focusing on collaboration and communication rather than stats, graphs, and charts, the tool brings people together, empowering them to harmoniously work with each other. During a recent survey, approval rating was an astonishing 98%. Customers said that they would gladly recommend the software to anyone involved in a collaborative project.

John is a writer for Office Kitten, a specialist supplier of stationery online in the UK.

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Posted in Productivity, Social Media, Strategy, Uncategorized

10 Tips for Searching for Jobs Online

3 comments Written on September 30th, 2010 by
Categories: Strategy
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Employers are leaving the world of print media behind by posting their jobs exclusively online. They are advertising on message boards, through social networks and on huge job posting sites. Businesses also advertise on their own websites where applicants from all over the world can vie for the best positions. Here are some tips to help you find that perfect new job.

  1. Find the site – There are numerous sites available to find your next position. You can go to Monster.com, Indeed, SnagAJob or CareerBuilder. Each site lists thousands of opportunities, from entry level to executive. Within each site there are search engines to help you narrow the possibilities.
  2. Maintain a professional resume – With so many applicants to the positions, you need your resume to pop. Avoid the overused, boring words like ‘responsible for’ and ‘handled,’ and talk about how much money you saved your employer. Your resume is the first introduction that a hiring manager receives, make it count.
  3. Be adaptable – Employers are looking for skills, rather than job titles, so each employer has a different job title. Look for synonyms in your search, a sales position may be listed as ‘account manager’ or ‘executive sales professional.’ Conversely, a ‘production manager’ at one company may not include your skill set.
  4. Tailor your cover letter – Perform research before you send your application. Find out what the position entails by looking at the keywords that the employer has used. Tailor your cover letter and resume to those hot buttons. If the company stresses attendance, mention how you received the perfect attendance award at your previous employer.
  5. Use LinkedIn in your search – LinkedIn is a social networking site for professionals. Connect with your former colleagues and friends. You can look for jobs within your field and ask for introductions to the hiring managers through your connections. A former colleague may be looking for someone within your field.
  6. Go to company websites – Many companies have a jobs and employment section on their website. They will list their specific positions available as well as their requirements. This option lets you apply for the position as well as do your research.
  7. Track your applications – Make a list of the positions for which you have applied. List all of the available information, including the name of the company, name of the hiring professional and a small snippet of information about the services that company offers. When you receive the callback, you want to have that information on hand.
  8. Forums – Read industry specific forums. There are often boards for employment opportunities. By reading previous posts, you can also gain some insight into your future employer’s needs. Interact with the others on the forums, as they might offer leads or have need for your services.
  9. Give them a call – Follow up on your position by calling the employer. Make sure that they received your resume and offer your assistance with any possible questions. You are telling the employer that you are serious about the position and it offers an opportunity to grow from the job search process.
  10. Follow your gut instincts – If you receive an unsolicited offer, chances are the originator of the email is fishing for information. There may be something about the company which does not seem right. If you feel uncomfortable, do not take the job.

The perfect job is out there. You need to be persistent in your efforts, knocking on virtual doors and following up on your applications. Be professional and available to your potential employers. That perfect opportunity will soon be yours!

This post was written by James Adam who reviews products like HP 351XL ink at a supplier of HP cartridges based in the UK.

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Posted in Strategy

Lunch With The Leaders

11 comments Written on March 16th, 2010 by
Categories: Events, Marketing, PR, Social Media, Strategy
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Approximately six weeks ago the first Raleigh Media Leaders event was held at The Busy Bee.  Over 150 professionals from marketing, advertising, media and technology gathered for an evening of interaction and stimulating conversation.  The event was unique in that there was a grand prize for the evening, a drawing for “Lunch with The Leaders,” a lunch with three area media leaders with three media leaders attendees.

I was fortunate enough to be the host for the lunch held at The Pit BBQ.  The Leaders that volunteer their time for the event were:

Joining our leaders were three very special business people.  Karen Albritton, president of Capstrat was the first winner and a media leader in her own right.  The other winners included Charlotte Goodman-Smith and Christine Fawley of Pleasure Mechanics and Richard Knott, a freelance graphic designer.

Lunch With The Leaders at The Pit

Lunch With The Leaders at The Pit

After introductions we began a great marketing discussion around how to market your business especially when you are new to a market.  Charlotte, Christine and Richard are all new to the Triangle area and own their own businesses.  They face challenges in getting their name out and breaking into marketing and media channels.

One great strategy that Patty recommended was to work with non-profit associations and attend networking events like Media Leaders as well as Ad Club, Triangle AMA and AIGA.  Barrett offered great advice to keep reminding associations of the important contacts they have and how to get introductions.  By offering your services to help the association you can get great network connections.  Patty also suggested that when attending professional association meetings ask people if they hire freelancers.

Patty also told them to make sure you tell your story because, “if you don’t then others will tell it for you.” I could not agree with her more.  Being in control of your message is vital to marketing your business.  Patty reviewed the process that her firm does when meeting with new clients, the first step is to find out everything about them. What is their story? What are their goals? Then, develop a strategy and supporting PR program to deliver.

The discussion then centered around media and PR.  Patty noted that reporters write about trends and if your business has a story relating to a current trend then you may have the ability to get their attention.  Another tool that Andy mentioned was Help A Reporter Out where reporters ask for sources for stories they are currently researching. HARO allows you to find a possible media placement by offering expert advice, thus creating exposure and awareness for your brand.

This lead into a discussion around personal branding and the use of social media.  Andy gave a great tip on whether you should start by blogging.  He stated that sometimes it’s better to find a blog in your subject matter area and offer to write a guest post.  Many times these blogs already have a larger following that what you would be able to build in the near term and will drive more visitors to your web site or online presence. Another tip Patty offered was to enter award competitions and benefit from the publicity generated by the award and related events.

Andy also spoke about becoming an industry expert and getting quoted in newspapers, magazines and website articles.  He noted that small articles can sometimes lead to larger ones so many times he offers his opinion to bridal or travel publications since someone is reading that publication that may work at Inc. or Fortune magazine and then contact him for another story.  Barrett states that research is important to stories so play a part in it and offer your expertise to reporters.

Lunch with The Leaders did not disappoint to say the least.  Not only did Patty, Andy and Barrett offer great advice to Charlotte, Christine, Richard and Karen but everyone had the opportunity to make another business connection.  I feel that our leaders learned about our event winners as well, asking about how they started their businesses, their backgrounds and what brought them to the area.  The BBQ was not bad either! Thanks to The Pit (@ThePittBBQ) for sponsoring the lunch and providing a great atmosphere.

Again my thanks to the other Media Leaders team members for creating the event that lead to this lunch: Phil Buckley (@1918), Morgan Siem (@morgansiem @mediatwo_social), Dan London (@danlondon) and Sarah Burris (@sarkatbur).   What’s in store for the next Media Leaders event on April 6?  Register now to attend!

I’ve included information about our Lunch with The Leader winners as well if you would like to learn more about them.  And thanks again to our Leaders, Patty Brigulio, Barrett Joyner and Andy Beal.

Our Lunch With The Leaders attendees:

Christine Fawley
Charlotte Goodman-Smith
@learnpleasure
www.pleasuremechanics.com

Karen Albritton
@kalbritton
www.capstrat.com

Richard Knott
www.RichdDesign.com

For more photos from the event, view the Flickr set.

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Posted in Events, Marketing, PR, Social Media, Strategy

Ignite Raleigh Top 10

29 comments Written on March 4th, 2010 by
Categories: Events, Social Media
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Last night was the second Ignite Raleigh held at the Lincoln Theatre in downtown Raleigh. Ignite is a unique event in that it is an idea exchange where presenters have 5 minutes and 20 slides to communicate their message. I thought last night was better than last year’s event in many ways and have compiled my top 10 list from the event.

10. New faces: I think it was great that all the presenters were new and there were no repeat presenters from the first Ignite. Fresh ideas, new perspectives and personalities really made the event fun. Also I met several new people last night and made some real life connections of people that I’ve had many virtual conversations. I also was able to meet family members and friends of friends, thanks for the introductions.

9. MC: Zach Ward (@zachward) did a great job last night. He came up with jokes on the fly and wearing the red tights and tutus and getting in the Phonebooth was hysterical. Zack was even better than last year and he did a great job last year too!

8. Social responsibility: Several presentations had a real message for all of us. From energy conservation to health and fitness to social responsibility on a global scale, several presenters opened people’s eyes and ears to how they have an impact.

7. Sponsors: Was glad to see Bandwidth.com (@bandwidth) and Phonebooth.com (@phonebooth) sponsoring the event. A local company like this being involved in the community really demonstrates a new commitment beyond the traditional approach. The other sponsors are also great to be a part of the event.

6. Education: I learned a lot last night. From George Smart’s (@georgesmartTMH) great presentation Mayberry Modernism – Why the Triangle is America’s Hotspot for Way Cool Houses to Jess Commins’ (@renewabelle), presentation on How to save $100+ with a DIY energy audit there was some great information and learning.

5. Fun: Anytime you get 700+ people together you have to make them laugh. I think the presenters did that very well and several even laughed at themselves when making jokes or waiting on slides.

4. Sex sells: I was very interested to see Charlotte Goodman-Smith & Christine Fawley (@LearnPleasure), 20 Little-Known Facts about Sex & Pleasure presentation and have to admit it was well done. Also Natasha Crawford (@natashacrawford), coming out and saying forget about your single friends, they’re hos was awesome!

3. Pride: I know several of the presenters well and was really proud of the job they did. It’s not easy getting up on a stage and presenting in front of a large audience. Much less if you have a time limit and have to be spot on. The two presenters I’ve known the longest did a great job: Chris Moody (@cnmoody), Everyone Needs a Dumb Guy and Janet Kennedy (@jkennedy93), 5 Bucks is Change you both were great.

2. Community: I’ve lived in Raleigh most of my life and have a huge amount of pride in this community. I have gotten grief over the years when travelling or working in other parts of the country when saying I’m from Raleigh, North Carolina. I do my best to educate others that hey we are not dumb hicks acting like southern stereotypes that have been perpetuated in the media for many years. Last night showed the spirit, talent and creativity of our community. Thanks to Jay Cuthrell (@qthrul), his Redneck Guide to Silicon Valley reminded us how to laugh at ourselves and shows how stereotypes can go both ways!

1. The ladies rocked it! From Lisa Creech Bledsoe (@glowbird) giving her 13 Reasons Women Should Take Up Boxing to Charlotte Moore (@cavaticat), Nerd Girls Unite! Fact: Women Don’t Have to Be Lame, the ladies really showed up and took the stage last night!

Thanks to Our Hashtag (@ourhashtag) for once again putting on the premier event and doing a great job organizing sponsors, volunteers, speakers and all the elements that go into the event. If you’ve ever done event planning, trust me it’s tough. As much as you prepare there are always unforeseen challenges leading up to and during the event. Congratulations to Wayne (@waynesutton), Jeff (@jeffreylcohen), and Ryan (@theRab) for all your hard work!

Also thanks to all the presenters for taking their time to prepare, practice and courage to get on stage and speak.

Click here for my Flickr gallery. Thanks to everyone who posed!

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Posted in Events, Social Media

How to Interact With Social Media Rock Stars…and Others

30 comments Written on December 22nd, 2009 by
Categories: Events, Social Media, Strategy
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I had a great networking opportunity last night when I was able to meet Chris Brogan, a leading social media marketing professional (and most will say the top person in his field) and author of the book Trust Agents.  My good friend Dave Thomas, Social Media Manager at SAS invited myself and some local social media geeks and gurus to a great evening at The Pit BBQ to meet Chris, Justin Levy and some of his team from New Marketing Labs.  It was a great pleasure to meet them as well as other people from SAS who I know well and others I had an opportunity to meet for the first time.

It’s awesome to meet someone with such knowledge, experience and star power in your field or any person with some degree of celebrity.  At the same time it’s similar to when my good friend Jimmy Shoaf worked for bands like Pearl Jam, Soundgarden, Rage Against the Machine and several others back in the Grunge days.  I had opportunity to meet those guys as well, on tour with Lollapalooza, backstage at the 9:30 Club in DC and even driving Alice in Chains guitarist Jerry Cantrell to The Five-O on a Sunday night before their first show in Raleigh back in 91!  By the way, nobody knew who they were or how famous they would become, we played pool and it was a low key Sunday night at our favorite bar.

In all of these instances the avid fan in me wants to say, “You’re so great, tell me how you do it?” But I know these guys, especially the rock stars, hear that all the time and get tired of it.  What they really want to do is just be themselves and meet other people.  I know if I had to be “ON” all the time as a public persona I would tire of it too and build a big house with gates and hide out at times!

But the real value I derived from last night was seeing all the people that I interact with on a regular ongoing basis in my local business community.  Several of the people I know from business relationships by working with SAS over the past four years.  Others are former co-workers and marketing peers that I know from my involvement with Triangle AMA.  And there was also a group that I would call my Internet family that I’ve met and engaged with online using social networks that has enabled the opportunity to meet and get to know them.  What I get out of theses connections is solid information, experience and best practices, advice, humor and most of time friendship.

So instead of being the annoying fan I like to meet the Chris Brogans and Jerry Cantrells of the world and just see who they are, tell them I like what they are doing and learn a little bit about who they are as a human being.  The evening was a great event because it was just that.  The conversations centered around what holiday preparations and traditions, our families, events and a little social media strategy.  My takeaway from meeting Chris was that he was a big Beatles fan like me and an extremely engaging and intelligent person regardless of his current position.  So when you meet the bigwigs or anyone else in your field be yourself, engage in a conversation and see where it leads to.  LinkedIn, Twitter, Facebook and all the networks are in place for us to engage each other in meaningful conversations, storytelling and transactions.

Social media and networks are a means to an end.  Networking is key in building and maintaining your career.  Take for example my good friend Chris Moody.  I met Chris when he was interning at SAS in 2006.  His team was working on measuring partner engagement and he impressed me and was a really genuine person as well.  His internship ended and we stayed in touch over the past few years, seen each other at events and grabbed a few lunches to catch up.  Recently he called me to ask me to be a reference and he got a great job at Bandwidth.com.  I was happy to help him out and enjoyed seeing him garner the right position for his skills, talent and enthusiasm.  I know that Chris and I will be talking about marketing and other kick ass technology for many years to come because we have a great professional and personal relationship.

I do want to thank Dave Thomas and the team at SAS for engaging with such talented individuals like Chris Brogan and allowing us to share in their experience.  I want to thank Chris and his team for their time and interaction as well.

Are you engaging your local community in your field?  Have you used social networking to find others like you?

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Posted in Events, Social Media, Strategy

How Important is Your Online Brand Reputation?

5 comments Written on December 16th, 2009 by
Categories: Events, SEO, Social Media, Strategy
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SEO Meetup had another great meeting last night at Media Two on Your Brand Presence & Managing it Online.  Phil Buckley @1918 and Morgan Siem @morgansiem presented some timely and relevant examples on the topic.  Phil began with the concept of that with social media and powerful search engines like Google, our lives are online in some form or another.  Our personal and professional brands are easily scanned, judged and interacted with online as much as in real life with more of the little people getting a bigger voice in the conversation.  So how do you manage our online brand?

The overall strategy revolves around owning and managing your brand versus ignoring it or refusing to admit it exists.  We’ve all heard people say, “I don’t do Twitter, I don’t get it, too much junk.” True there is mindless banter on social networks but that does not mean there is not value in the conversations as well.  I equate it to any media consumption by the public whether it’s art, music, film, food, etc.  There is always junk out there but we use technology, tools and communication to cut through that to get to what we desire most.

Therefore you don’t want to be invisible or portrayed incorrectly because you did not want to join the conversation.  Owning your brand and name online is just as important as it was before the web when you fought for customers’ attention via print, radio, TV advertising and PR.  The challenges are still the same but the method and channels have changed.  In the case of reputation management we still have to deal with crisis communication but have found that social networks can be a powerful tool to react faster and deal with groups or individuals with more relevant information versus the entire customer base with a single message.

Morgan demonstrated how to measure brand impact and determine who is in the conversation with a demonstration of Radian 6 analytics software.  Her presentation used the recent Pit BBQ Tweetup as the data source.  By analyzing the online conversations she was able to determine how the event was perceived by both attendees as well as others.  One of the strategies Morgan demonstrated was to determine who the key influencers are during a campaign.  This allows you to drill down to a specific traffic stream to determine impact and sentiment.  Based on that information you have the ability to engage stakeholders, influencers or customers directly and with targeted message.

Other tools discussed included Filtrbox, Techrigy, and Trackur.  With the explosion of social networks, tools and integration, monitoring and research applications will continue to evolve and scan more data.  Of course there is also the big player in the search market, Google who recently launched some new features in Google Analytics that I’m preparing to dive deeper into on my own sites.  The end result of the growth of these companies will mean more choices and better pricing models to meet your needs.  Whether you’re a large advertising agency in NYC or a one man consulting practice in Wake County!

If you have not attended the SEO Meetup I encourage you to check out their site at http://www.meetup.com/RaleighSEO/.  The group is a good mix of marketing, PR, developers, web designers, business professionals, entrepreneurs, etc.  Plus they have handouts to allow you to focus on the discussion versus having to capture the basic stuff by writing notes.  Great job Phil and Morgan!

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Posted in Events, SEO, Social Media, Strategy