Brenda Wood’s response to the Coke ad haters was, in a word … BRILLIANT! Further, I learned something new about “America the Beautiful”. Very interesting! Watch Brenda Wood’s classy counterpoint:
As a side note, I met Brenda Wood back in the early 90s. She was the president of the Southern Society of Adventist Communicators of which I was a member. She is the ultimate professional and a true class act. Back in the day, she put me in touch with Xernona Clayton (former corporate executive at Turner Broadcasting and Founder, President and CEO of the Trumpet Awards) when I had aspirations of working for CNN. All thanks to Brenda, I had the privilege of meeting Xernona which led to attending an event for the highly esteemed NBA basketball coach, Lenny Wilkens. I also met Ted Turner and Jane Fonda. And, Brenda made this all possible. She was a hero to me back in the day and is an even bigger hero to me today! Thank you, Brenda … for showing us what it means to be a true American! May God bless you and yours always and forever. You make me proud to be an American!
OMG, Sandy and I had so much fun preparing our first gunky-looking green juice! Back in the day, when we were bodybuilding we would have talked about juicing in a whole different way! Check out the video that Sandy’s husband, Bob, took of us trying our first grass-like looking drink and see if we like it or not!
Cat cancer … a cervical mass and a pulmonary nodule
On January 19, after a series of x-rays, the radiologist determined that Payton has a cervical mass that is displacing her trachea (hence the weird noises when purring) and a pulmonary nodule on her lung (no doubt metastatic pulmonary neoplasia). As much as it hurts to hear this, at least we have answers. God knows, I’ll do my level-best to keep her comfortable “until …” Due to the fact that Payton is 16+ yrs of age, we have decided not to operate or do radiation/chemo. She may be uncomfortable at times, but she is not in pain.
Payton and Glenda hanging out at Grandma’s
Why blog about feline cancer?
You might ask, why am I telling this sad story? Well, I decided to blog about Payton as we go through this process for several reasons. First, I felt so lost when she had symptoms and answers from the vet didn’t come fast enough – they never do when someone is suffering, right? So, if there is anyway that I can help others who may be going through the same thing, well … here I am! I did tons of Google searches hoping to find answers and through the process found some amazing stories, but not the answers I needed. That’s part of why I’m telling Payton’s story here …
Payton loves to hang out at the table when Grandma is cooking … what if?!?!
Maybe your cat is throwing up and you don’t know why …
And, I have another reason for sharing, Payton started throwing up once or twice a day. Often, in the middle of the night (between 2-5 am). And then, when I came home from work, I would find that she had thrown up while I was away. After running a blood test, we learned that her pancreas levels were sky high. So, I started to cook for her. Now, Payton has food allergies – so, this was a little tricky! The handout from the vet and the information I found online all contained recipes with food items that Payton could not eat. So, I plan to post some recipes that Payton likes! She loves to eat and fortunately, the cervical tumor does not affect her ability to swallow! She loves her home cooked meals, she’s one happy cat! I’ll post some recipes soon!
Check out this sweet, short video … she makes me smile!
We’ve had an amazing 16+ years together. I’m so honored that she picked me when I went to the Humane Society all those years ago in Orlando, FL. She’s been such a great companion, a true blessing.
I just read the book Engage!, by Brian Solis. It is packed with useful strategies, tips, and tools for navigating in “social mediaville”. The consumer evolution in the new “democratized information economy” where customers can speak as loudly as marketers has Solis repeatedly saying, “Engage or die!” Although a tad dramatic, he has a point. The good old days of broadcasting one-way messages are history. Engage! addresses this issue and serves as a guide for “unmarketing”, the new concept of unlearning the old marketing model.
Brian Solis holding his book, “Engage!”
In order to thrive in social media circles, Solis’ argues that businesses need to build relationships. According to him, “Content is the new democracy and we, the people, are ensuring that our voices are heard.” With all of these voices spewing in all different directions, how can your business and my client survive? Solis says not to jump in. Whether you have jumped in or not, join me as we learn how to do it right by unmarketing.
It’s better late than never. So, whether you are on the shoreline, or knee-deep into the social media scene, Solis suggests that you strategize by employing the 5 W’s + H + E. The author makes a strong argument for delving deeper into Who, What, Where, When, Why, How, and to what Extent. Once you have reached Extent, you will have found your active audience (your influencers). At this point, you will have a better idea of where your influencers connect with others and how they find and share information.
5 W’s + H + E (for Extent)
Once you know more about your audience, then it is time to reach out with finesse via the mix of social media platforms your research dictates. But remember, “unmarketers” do not blast their audience with messages. If businesses and brands want to build trust, loyalty, and authority – they need to get real. If you have done your research you will talk like you know them. You will engage with them. And, in doing so, you will build natural bridges that will lead to authentic relationships.
Owachomo Bridge at night (Utah)
Analyze/Evaluate Engage!
For starters, I am a little conflicted about the book. At times, I felt that the prose that Solis chose sounded more like a cheerleader than an expert, especially at the beginning. I also felt that he contradicted himself at times. That said, his catchy one-liners continue to stay with and remind me of how he blended social theory and trendy technology topics into relevant material for people like me to use.
Secondly, I was intrigued that Solis was a passionate advocate for podcasts. In contrast, the authors of Groundswell classified podcasts as “rare”. I tend to agree with Solis, I listen to podcasts on my iPod when I run. Instead of hearing the same music over and over, I prefer listening to podcasts, such as, TEDTalks, On the Media, Both Sides Now, or Wait Wait…Don’t Tell Me! Further, podcasts are easy and inexpensive to make. Click on the photo below to hear one I made for a class several years ago.
Synthesize Groundswell and Engage!
The two books share several common themes, they both encourage marketers to listen and learn from conversations taking place in social media about companies and brands. Another theme discussed in both books is the evolution of the two-way conversation between audiences and businesses. Solis said, “Monologue has given way to dialogue.” However, he takes it a step further and warns to steer clear of pointless, idle chatter. Therefore, the point isn’t to make conversation, but engage with customers through genuine interaction.
Further, both books encourage businesses to create a blog, institute a blog editor, utilize outside experts as guest bloggers, and interact with people who post comments. I found it interesting that the Groundswell authors used the term Solis made popular when they warned that to start a blog you must “want to engage in dialogue with your customers.” And, on the flip side, Solis uses the groundswell by encouraging people to link to other blogs/websites in hopes of reciprocity. Solis also discusses using real people to blog/share their stories like Ford did with “Your Stories”. In Ford’s “Your Ideas” blog, they encourage customers to “read the idea, vote and comment”. Ford’s years of relationship building have certainly paid off, just look at these examples below by Ford customers.
1910 Ford photo submitted by Doug Crowe on Nov 8, 2012
Apply Engage! to my client
I appreciate a point that Solis made and plan to share it with my client. He said that people are on Facebook to chat with family and friends not to read the latest pitches and messages from companies and brands. I know that I like, share, and commenton items that matter to me. So, my client must listen to what is important to their audience in order to engage in meaningful discussions.
In my last blog post, I said my client should “take the plunge and immerse themselves” in the groundswell. So, I chuckled when I read Solis’ advice in chapter two, “Do not jump in to social media” without understanding the five Ws + H + E. I agree with Solis and plan to discuss these seven valuable points with my client before I create their social media plan.
In closing, I would like to highlight a few quick takeaways from Engage! that I plan to propose to my client:
Have the CEO blog infrequently and on a schedule.
Instead of having the CEO pen a blog post, have a Q&A segment.
I just read the book Groundswell, by Charlene Li and Josh Bernoff. It is a must-read for business-minded people who are leery of the social media landscape. What is the groundswell? Well, out there in “social mediaville” your customers are talking about you. They are sharing stories, thoughts, and opinions about you, your product, or your company on Facebook, Twitter, and many more. You are no longer in control of the message. But, do not panic. Instead, learn how to use the groundswell to your advantage.
“Groundswell” Book Cover and Authors
The Groundswell authors provide useful tools and a powerful argument for entering the social media landscape. I have a client, a new small business, that is reluctant to use social media platforms. They tiptoed in, but I am encouraging them to take the plunge and immerse themselves. Therefore, I am writing this blog post to highlight some of the ways my client, and maybe your small business, can benefit from the groundswell.
Think it through
In this new chaotic landscape, your company is no longer in charge of the conversation. The days of one-way communication are behind us. First and foremost, to be successful, you must have a well-thought out strategic plan. For me (and my client), the prevailing theme and salient issue emanating from the book is: think it through. First, clarify your objectives. To accomplish this, the Groundswell authors developed a 4-step planning process with an easy-to-remember acronym: “POST“: Let me summarize:
People: Who is your target audience? Are they creators, conversationalists, critics, collectors, joiners, spectators, or inactives (please click here or see Forrester’s chart below for more detail)? How can you tap into your audience and use their skills to your advantage? The authors designed a free Social Technographics Profile tool to help businesses examine their audience. Check it out!
Objectives: What are your goals? Do you want to listen to, talk with, energize, support or embrace your audience?
Strategy: Envision a new relationship with your customers. What type of interaction do you want? Ponder what could go wrong? Think it through.
The Groundswell authors repeatedly stress how business owners must think through the 4-step planning process. My client is currently at this stage. They must build awareness by starting a two-way conversation. They need people talking about their product to create buzz. In other words, they need their target audience (investors) connecting with others to fuel the groundswell.
How to create awareness?
In my opinion, my client needs to set up a blog in order to create awareness. Blogs that are authored by executives and guest bloggers—such as business partners, customers, ambassadors, and other respected people—create trust, produce visibility, initiate conversations, and according to the authors “generate significant ROI” (return on investment). Further, a story or conversation that gains traction on a blog can quickly make its way upstream to the mainstream media.
An effective blog, like Bill Marriott’s of Marriott International, requires strategic thinking. And, according to the authors of Groundswell, one must start with the P and O in “POST“. In other words, who do you want to reach and what are your objectives? The authors provide ten suggestions to get started, I have condensed them to five for my client. Please allow me to summarize:
Listen to the blogosphere. Monitor your industry and competitors.
Develop a blog plan and an editorial policy.
Craft a plan to market your blog. Use press releases, emails, and SEO.
Blogging is a lot more than just writing. Rehearse at first. Moderate comments.
Be honest (even when things go wrong). Be authentic.
Bill Marriott’s Blog – “On the Move”
Other ways to talk with the groundswell
My client already has a presence on Facebook, Twitter, and LinkedIn. And, if I can find a way to make a viral video like Blendtec, I will.
But, since the likelihood of a video going viral is rare, I think a social media strategy that includes talking to the audience through blogging or microblogging, posting on Facebook, and tweeting on Twitter will energize the groundswell. Social media platforms allow people to have a “voice.” Better yet, these platforms encourage a two-way conversation. I believe my client can create synergy by initiating conversations about their product and the desperate need for it. Further, my client is soliciting an ambassador corps and I plan to propose inviting this group to join an open community to foster ideas through collaboration.
Does your social media plan measure up?
In order for my client or your business to determine if a social media campaign is successful, we must measure the audience. A communications professional recommended several Web analytic companies that collect, measure, and analyze the following: audience data, traffic to a site, level of engagement and more. One is Quantcast, they offer free audience reports to advertisers. Another option is the firm Compete. But, since my client is a small business on a serious budget, I will recommend using Google Analytics, a free and popular service.
Quantcast – A Web Analytics Firm
Compete – A Web Analytics Firm
Disappointed in Groundswell
Although I enjoyed reading the book and learned a lot, I feel as though it was geared to large businesses and I wish the authors had dedicated more space to small business owners. My client is a small business on a limited budget, so a majority of the advice and examples provided were not relevant or feasible.
In closing
I believe my client will benefit most from talking with the groundswell – for now! That said, I drew valuable information from the chapters that focused on listening, energizing, supporting, and embracing the groundswell. I look forward to watching my client learn to use the groundswell to their advantage.
In a world that moves too fast, people often take in only headlines and move on. However, if you did that today from only one of the three examples below, you might have walked away with a totally different perspective. That’s why media literacy, taking in as many sources as possible, will help people arrive at a truth that works for them. Check out these examples and try this on your own! I dare you to look at three different sources (or more) on a news item and compare … and I don’t just mean reading the headlines. It’s time to dig deeper everyone! And, let me know your results! 🙂
If you have trouble reading the small print on the images, just click on them to see a larger copy!
I was outraged this morning by a discussion I heard on Morning Joe between Joe and Mika. It’s been on my mind all day … I’ve spoken to colleagues, read blog posts, and the constant stream of comments. Like Cher, I am steaming mad. Who the hell does Joe Scarborough think he is? He kept talking over Mika, bullying her in an intimidating fashion, snapping his fingers as he continued to railroad the conversation. He was totally unprofessional and lost it on live television. What brought on the meltdown was When Mika suggested that he was acting chauvinistic as he started making jokes and looking at his computer. She did not out-and-out call him a chauvinist, he was merely acting like one and she pointed it out. The same chauvinistic thoughts were running through my head when she said it to him. I also didn’t appreciate the laughter from the other males at the table. Pathetic.
A male friend of mine who watched the interview said that Joe reacted like a pubescent male whose fragile ego had been attacked. Joe got so angry, that he had to retreat to the bathroom to cool down. Hm. Meanwhile, Mika maintained her composure even though she was the one who was under attack.
Men in the media, like Joe (and Chris Matthews), who speak in a condescending tone and do not allow women to speak their minds … are part of the problem. This whole discussion was really about how women lack representation in Washington. Even though women comprise 51% of the population, we only make up 17% of congress and the lack of women in the Cabinet under the Obama Administration’s second term – is disappointing. In fact, very disappointing. However, Joe has no room to stand. He may look as though he believes in equality when he has Mika at his side, but he wasn’t paying her an equal salary (that is, equal to the other men on the show) and she had to sue MSNBC to receive proper pay. Further, the way Joe and other male guests or regulars on the show treat Mika – is pathetic. Their body language and the way they speak to her is not respectful.
Last semester, I conducted a pilot study for a graduate level class. The title of my study was “Media Messages and Female Politicians”. As part of my research I analyzed the documentaries, “Miss Representation” and “Running in High Heels”. I was shocked to learn that the US is so far behind the times and discussions (fights) like the one that played out on Morning Joe today further substantiate the fact that women must stand up for one another, we must have a voice, we must not back down even when bullies like Joe Scarborough are attacking. Kudos to Mika! I doubt I could have stopped myself from slapping Joe. Mika maintained her cool, calm delivery, and once she got the chance to speak uninterrupted, her message came out loud and clear. Well-said, Mika! Let’s keep this discussion going … we need more women to speak up, more women to stand up to bullies like Joe! We need more women in power so that future Cabinet’s have a proper mix of men and women. More than anything – women need to support other women! NOW!
