Archive for year 2012
This is why you’re not Seth Godin.
Jan 11th
Seth Godin is an insanely successful entrepreneur, marketing author and speaker. Is his social media model of broadcasting without engagement scalable for you too?
I recently received this inquiry from a friend:
I launched a new blog on Sunday. It’s sort of a quote of the day/micro blog for entrepreneurs. It posts each morning at 9:00 and I have it auto-tweet so people can follow it that way.
My question is: Should I begin to follow a bunch of people on that account or should I just use it as a way to have people learn about the blog? My model is Seth Godin’s blog. He has over 137,000 followers but that Twitter account follows 0.
Well, if it works for Seth, why can’t it work for you? Let’s take a look.
To be successful as a social media marketer, you have to find a way to move your content through an engaged network. To achieve this, you need a) a content strategy and b) a network strategy.
Seth certainly provides interesting, consistent, and relevant content and let’s assume my friend does too. In this way, they both have a content strategy that could attract readers.
The second critical issue is “network strategy” … we need a place for all that cool content to go.
Seth Godin is a rare commodity on the social web: A true celebrity. Like Lady Gaga or a famous athlete, Seth has an engaged network purely because of who he is.
If you are reading this blog, I’m guessing you are not a celebrity. If you are, please let me know so I can tell my mother. She doesn’t get the Tao of Twitter thing at all!
So without a built-in network, we have to earn our tribe the old-fashioned way — by actively seeking those who would be interested in us, consistently engaging with those folks, and being authentically helpful. It’s difficult to do this by auto-broadcasting blog post links from a standing start. In fact, it’s probably a recipe for failure.
People don’t want auto-tweeted ads for your blog. They want you. They want to make friends and build new business relationships. And then, maybe, just maybe, they will read your blog posts.
“Seth Godin” is not a scalable business model for new bloggers and there are no shortcuts. To build social media success from scratch, you have to work hard at it — one connection, one blog post at a time.
Right?
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Case studies: Using the social web for new product development
Jan 10th
I’m delighted to present today eight exciting new mini-case studies which demonstrate the power of social collaboration to create business value through new product development. These were curated by Amy Kenly and her team at innovation consulting firm Kalypso (Amy will also be a speaker at the April 27 Social Slam event!)
I think you’re going to be energized by these inspiring ideas!
Business Challenge: Getting real time analysis of which future candle scents customers would be most likely to favor.
Project Details: Instead of relying on traditional market research and trend analysis, Diamond Candles developed a way to crowdsource idea submission and voting from their existing customers. The company then takes the top 10% of voter suggestions and cross-references that with market trend analysis to make final decisions on new scents to launch.
Results: The program received more than 250 new product ideas and 5,000 customer votes in just one month. This has established a plan for the company’s R&D efforts.
Business Challenge: The Coca-Cola unit wanted to utilize Vitamin Water’s Facebook fanbase to design a new flavor.
Project Details: Vitamin Water’s flavor “Connect” was developed by the company’s Facebook fanbase; one Facebook fan won $5,000 for her role in development of the new flavor. The competition allowed VitaminWater’s Facebook fans to develop all aspects of the product, from selecting the flavor to designing the packaging and naming the product.
Results: More than 2 million VitaminWater Facebook fans participated in the new product development effort.
Business Challenge: Identifying a biomarker for ALS (Lou Gehrig Disease), a progressive and fatal neuro-degenerative disease.
Project Details: Working with the online crowdsourcing organization InnoCentive, Prize4Life launched a $1 million challenge to find an accurate way to track the progression of ALS and reduce the cost of ALS clinical trials. At least 50 teams competed from 18 different countries. Prize4Life’s Scientific Advisory Board voted to award the ALS Biomarker Prize to Dr. Seward Rutkove. As a result, Dr. Rutkove’s work has been accelerated and gained the attention of researchers from around the world.
Results: Using the biomarker discovered by Dr. Seward Rutkove reduced the cost for a clinical trial by 50 percent or more. As a result, the time required to determine the therapeutic benefit of a given drug in a clinical trial is shorter and requires fewer patients. This translates to potential therapies moving more quickly through the development pipeline, accelerating progress towards a treatment or cure for ALS, and creating incentive to invest resources in ALS drug development.
Business Challenge: To develop effective new ideas that address childhood obesity by increasing physical activity in “tweens.”
Project Details: HopeLab, a nonprofit organization, created a competition called Ruckus Nation to address childhood obesity by using the global social web to generate ideas for products that will help kids stay active.
Results: HopeLab received more than 400 entries from 37 countries and 41 U.S. states. In tests conducted by HopeLab, many of the ideas submitted have displayed strong potential for HopeLab’s product development efforts and six ideas resulted in patent applications.
Business Challenge: Develop products that solve customer problems, meet a need or increase efficiencies, on a limited research & development budget.
Project Details: Madison Electric’s commitment to innovation led the company to launch the Sparks Innovation Center- the industry’s first crowdsourced, collaborative approach to product development. Through their website (www.meproducts.net/sparks), anyone is invited to submit ideas for new products. The Madison Electric team assesses each idea’s merit, and the best ideas are then presented to a focus group through the company’s online Contractor Forum.
Results: Generating nearly 100 submissions thus far, the Sparks Innovation Center has been the point of origin for five profitable new Madison Electric products and another four are currently now in the production phase. The center has evolved into a go-to resource for inventors and aspiring entrepreneurs in the electronics industry.
Business Challenge: Managing resources throughout multiple time zones, geographies and languages to deliver new products and version releases.
Project Details: To address the challenges in managing a far-flung internal development staff, CDC Software relies on social network technologies to develop and deliver software from teams around the world. These social technologies are used at each step of the development process, including the commercial effort.
Results: CDC cut the time of product delivery from 24 months to 12-16 weeks. These cloud-based social technologies have promoted tight collaboration among their R&D offices across 14 countries, streamlined knowledge transfer and cut costs.
Business Challenge: Accelerating time to market and time to revenue generation.
Project Details: The Cisco Enterprise Collaboration Platform Business Unit (ECP BU) is a cross-functional development group that included team members from program management, product management, user experience, engineering, quality assurance, and their executive sponsors. This team used an internal social platform to create a collaborative community and integrate their work processes and achieve rapid product iterations.
Results: The team delivered its first major release within 12 months, a reduced product time to market that equated to an average 12 percent productivity gain per employee, or 28,000 labor hours.
Business Challenge: Leveraging knowledge and ideas beyond the company walls to develop new power grid technologies.
Project Details: In 2010, GE announced the Ecomagination Challenge, a global contest that was an open call for power grid innovations. Together with top venture capital firms, GE committed up to $200 million to help entrepreneurs develop their ideas and bring them to market. $100,000 awards were offered for each of five winning ideas along with the potential to collaborate with GE and its VC partners. Ideas were routed to subject matter experts and a final panel of judges to determine the winners.
Results: The Ecoimagination Challenge website had 70,000 participants from more than 150 countries, contributing 3,844 ideas and more than 120,000 votes. Twelve projects were selected to partner with GE and received development funds totaling $55 million. The contest’s most popular submissions received a $50,000 cash award and GE also granted $100,000 each for five promising products ideas.
So there you have it — some really awesome examples of social networking and global collaboration. What had an impact on you?
The social web. Where dreams really do come true.
Jan 9th
This story starts with a song. A sweet, funny song. To understand this post, you should really hear it. By the time it was over, I had a lump in my throat. Here it is:
(If you cannot view this video, you can see it HERE.
My daughter Lauren is friends with Chelsea Gill, the young lady in this video who admits her fondness for writer/producer/actor Jason Segel, and she alerted me when the video started going viral.
But that was just the beginning. It was a wild week for Ms. Gill:
Jan. 03: Chelsea posts her video (link) on YouTube and all her friends spread it through Twitter, Facebook, etc.
Jan. 04: Chelsea is featured on Buzzfeed and various other websites and Jason Segel tweets in response to the video.
Jan. 05 10:30AM: Chelsea’s story appears on the front page of Huffington Post Entertainment and she is interviewed by news shows.
Jan 05 2:30PM: The songstress is featured on Entertainment Weekly online and Perez Hilton’s site. The video tops 40,000 views.
Jan. 06: Video now has 80,000 views on YouTube.
Jan. 07: Less than a week after the video was posted, Jason Segel takes Chelsea and her twin sister to the Chicago Film Critics Association Awards (Where he won the Commedia Extraordinaire Award). The actor tweeted a backstage photo with his dates:
Chelsea Gill (who wrote the great song) and her twin sister and I at the Comedy awards. I’m not sure which is which
Here’s to Chelsea, social media, 200,000 views of her video, and the power to make dreams come true:
Peering deeply into the soul of creativity
Jan 8th
Can you guess the subject of this photo? This is a predawn picture of Australia’s Lake Eyre salt flat taken by the extraordinary photographer Murray Fredericks.
Every winter for eight years, Fredericks rode his bike into the heart of the most featureless place on earth and camped for five weeks — to take photographs. I have become obsessed with his pictures of “nothing.” He peers into nature to translate the beauty of extreme desolation.
I have played the same mind tricks with my own photography for years. I’ll sit in one place in a forest or on a pier and see how many different photos I can take within a three-square foot area. I am always surprised by the results when I block out the world and concentrate on pure creativity. I have not done this exercise for a couple of years but was inspired by the “Salt” series.
While on vacation at Martha’s Vineyard, MA, I found the most extraordinary beauty in the eroded clay sea cliffs. The photos below are of dirt … but look deeply and I think you’ll agree the natural elements of our world can produce results as stunning as anything from the hand of our favorite modern artists …
You might be wondering what this has to do with blogging or social media marketing. Everything.
Stop for a little while.
Plant your feet.
Look deeply.
Now, find the beautiful things that nobody else sees.
Top illustration: Salt 8 – 120cm X 150cm Digital Pigment Print on Cotton Rag, Edition of 7 by Murray Fredericks
Welcome to {grow}
You’re in marketing for one reason: Grow.
Grow your company, reputation, customers, impact, profits. Grow yourself. This is a community that will help. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. I am so glad you’re here.
-Mark SchaeferFollow Mark
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