Social sharing - how is it different in the workplace?
I discovered an interesting video recently while helping a client demonstrate how users of a SharePoint document management system can share information about the documents they are managing. The video is by Michael Gannotti, a technology specialist at Microsoft, and it apparently shows how Microsoft uses SharePoint 2010′s social media features in-house. The video covers other SharePoint 2010 features as well, but I found 2 segments particularly relevant.
Social Media features in SharePoint (from timestamp 6 minutes 49 seconds to 15 minutes 50 seconds):
- people search — users can find people who are experts on the subjects they’re researching;
- publishing — via wikis, FAQS, and blogs;
- user home pages — users can fill out their own profiles, add types of content, see their friend and group feeds;
- viewing other users’ pages — users can find out more about co-workers and their work;
- adding meta-information — tagging, liking, and adding notes or ratings to alert others about the relevance of content to oneself, to a project, or to a topic; and,
- publishing (blogging) options — users can post to SharePoint either via a rich web-based text authoring environment or direct from a Word document.
Using One Note For Sharing (from timestamp 17 minutes 34 seconds to 18 minutes 34 seconds):
- can create the equivalent of wikis and FAQs;
- is web-editable;
- may be better for printing; and
- can also be used offline.
Here’s his video (hosted by Vimeo):
Other resources
Another useful resource concerning social media in SharePoint 2010 is this blog post by Microsoft Senior Technical Product Manager Dave Pae at TechEd earlier this month: http://community.bamboosolutions.com/blogs/sharepoint-2010/archive/2010/06/07/live-from-teched-overview-of-social-computing-in-sharepoint-2010.aspx. This also links to a post about social search which not only discusses the types of content (including meta-information) which can be searched, but also covers phonetic search capabilities: http://community.bamboosolutions.com/blogs/sharepoint-2010/archive/2010/06/07/live-from-teched-in-new-orleans-what-s-new-in-enterprise-search-in-sharepoint-2010.aspx.
A recent US Republican Party social media experiment misfired not because of poor moderation, as some critics have assumed, but because site managers failed to recruit and motivate the right community. This post explores ways to create an open, uncensored forum that can more constructively represent both loyal followers and potential converts who were (presumably) the intended targets of the site.
Saying they want to “give the American people a megaphone to speak out,” last week GOP Congressional leaders announced a new web site, AmericaSpeakingOut.com, an open “town meeting” where everyone has an “[o]pportunity to change the way Congress works by proposing ideas for a new policy agenda.”
Despite an enthusiastic introduction by GOP leaders, wackiness ensued. Notable submissions on the site included unlikely suggestions, like:
- “end child labor laws” (economic development);
- “build a castle-style wall along the border, there is plenty of stone laying around about there” (immigration);
- “employ some of those invincible black knights from Monty Python and the Holy Grail” (national security); and,
- “repeal all the amendments to the Constitution” (legislative reform).
In one respect AmericaSpeakingOut.com is a masterpiece: arguably, at least, it demonstrates that the GOP is openly listening to everyone, including critics, satirists, and fringe viewpoints (assuming that at least some of the wacky-sounding comments are actual viewpoints, not simply attempts to bait the GOP).
But the net effect, evidenced both by the media reaction and comments from readers (as well as my own non-scientific sampling on the site), is that the majority of site contributors are merely mocking the GOP. Some would argue that this is a good thing because the GOP deserves ridicule. However, it seems unlikely that those who created and put their weight behind the site intended this result. And personally I feel the body politic lost an opportunity for constructive discourse.
For examples of negative press coverage see The Washington Post, The Huffington Post, and Politico.
Between various critiques I’ve examined, the most common criticism is that the GOP failed to moderate the site. Unlikely. A simple lack of moderation would have rendered the site a playground for spam advertisers and foul language — which isn’t its problem.
Instead, we should ask why, despite ample moderation, the community that formed around the site failed to support the GOP’s stated goal of becoming a brainstorming session sponsored by the Republican party.
I’m guessing the answer is the site’s managers failed to establish a sustainable and productive community for the site before releasing it to the general public. Instead the tone for the community was set by early waves of curious people who visited the site – many of whom sought to mock the GOP and the political status quo. Once a tone of satire and hyperbole set in, the die was cast, and subsequent visitors quickly found themselves wondering if any of the posts were intended to be constructive — grounding the site securely in the realm of the ridiculous.
Under these circumstances more “moderation,” in the sense that moderators could have censored every submission they found unappealing, is impractical. It’s a little like sending gardeners into an untouched forest and telling them to cut down everything they find that’s wouldn’t be found in an idealized flower bed. It can also lead to damaging backlash from frustrated would-be contributors spilling over into popular web sites not under the GOP’s control.
Theirs was a failure to identify their customer and to target their customer’s needs via the forum. A generic online community concept, like any generic marketing campaign, suffers from limited appeal.
What could site managers have done differently?
1. Back to the gardening analogy: the most practical approach towards setting a tone for the site would have been to seed a freshly prepared site with the sort of content and community members they wanted to see there. To accomplish this they could have released the site in “beta” to a loyalist community who would have pre-populated the site with submissions and comments containing the right tone. And from among participants in this community, both selected and self-appointed community defenders would have emerged to help paid moderators keep the general tone more or less on-message. They would both supply fresh content and police others’ comments, for example by criticizing (or in extreme cases, deleting) crackpot or satirical posts. Once it opened to the general public, at minimum satirical posts would be called-out by community defenders, signaling both established members and visitors that satire wasn’t the de facto character of the site.
Of course, this would have prevented the site from becoming a true “state of nature” representation of the interests of the US voting public, which in one sense would be a shame. And among other side effects, a partisan community will usually discourage or even shout down viewpoints not already popular in that community, which can lead to an echo-chamber of pure doctrine. But while I commend the GOP for apparently attempting to provide perfect openness, the chances of it working were exactly zero. Trolls are a fact of life on the internet. Tilling fresh soil and inviting all comers is basically an invitation for opportunistic plants to co-opt the new ecosystem, and snarky satirical “weeds” can quickly become the dominant crop.
2. Going a degree further, the GOP could have solicited short posts from celebrity GOP members (politicians, bloggers, TV personalities) whose fans would have flocked to the site to support their favorites and assist with policing while generating fresh submissions in a similar vein.
3. An additional step — which would have had the undesirable side-effect of discouraging some number of participants — would have been to require everyone to publicly identify themselves, their party affiliation, and other data that would have discouraged satire by holding people accountable for the words.
4. An ambitious alternative approach — one which I’ve never heard of anyone trying before — would have been to have a contributor “lottery” of sorts, choosing a random sample of the voting public, then offering them the opportunity to have their views featured on this high-profile site in exchange for attributing their real names, localities, and possibly other demographic information to ensure a degree of honesty and accountability. Ideally this would have given the GOP the quality of honest input they were looking for, although it might or might not have generated ideas and discussions useful for their platform-building process, and might or might not have given rise to a community passionate enough to be self-sustaining.
In conclusion: AmericaSpeakingOut.com works as mold-breaking outreach by the GOP because it appears to be free, open, and civil, basically uncensored in a political dimension, but it fails in a platform-building dimension because the sincerity of participants is questionable, the true composition of the relatively small community participating in the site is a complete mystery, and the fit of most suggestions to any potential GOP platform is poor. Realistically, to serve the potential GOP voter some effort should have been made to welcome that specific community by rewarding that community, rather than simply throwing open the doors to a broad, unfocused community of opportunists.
Putting the collaboration into “collaboration software:” creating a social media user experience for Enterprise knowledge management.
Old school collaboration: floppy-net and shared drives
Until around ten years ago, when people talked about using software for “collaboration” in an Enterprise setting they usually meant transferring files point-to-point by email or handing off a diskette, aka “floppy-net” (or worse, by passing paper that would require re-typing). Advanced collaboration involved establishing shared “network drives” where documents could be stored in folders accessible to everyone on the local network. But under this “system” for collaboration, even when people devoted a significant amount of time to maintaining document repositories it could be difficult for others to find useful documents, or even know whether useful documents existed in the first place. Labeling was limited, document sets might be incomplete or out of date, authors, owners, or other contextual information might be unclear. Much like the internet before Google-quality search, folks could spend a lot of time browsing without getting any payoff.
The New York Public Library
Such collaboration systems are still quite common even though they aren’t very efficient because of the way that they rely on limited personal connections, memories and attention spans. In such a system the best strategy when hunting for a document is to ask around to try to figure out who might know where to find useful documents. People asked for help – if they have time – try to remember what documents are available, then either hunt through the repository themselves or point towards likely places to look. This system obviously doesn’t scale very well because there is a linear relationship between the number of documents being managed and the time and expertise required to manage them. Emails sent by people seeking help finding information can become a significant burden, particularly in the inboxes of the most knowledgeable or best connected. And because managing documents in this system is relatively time consuming and unrewarding, most people have little incentive to use or contribute to document management. Countless document repositories under this model suffered from neglect or abandonment simply because they were so impractical. And unless a critical mass of use and contribution is achieved, the appearance that a repository is abandoned or neglected in turn reduces the incentive of new or returning community member to participate. Instead people would rationally choose to “reinvent the wheel”, recreating documents or processes from scratch simply because the barriers to finding out whether what they need already exists are too high.
SharePoint and other web-like Information Management solutions
The rise of the internet has helped propel Enterprise collaboration forward, thanks in part to a new generation of internet-inspired collaboration software exemplified by Microsoft’s SharePoint. Sharepoint offers features such as alerts, discussion boards, document libraries, categorization, shared workspaces, forms and surveys, personal pages and profiles, and the ability to pull in and display information from data sources outside of SharePoint itself, including the internet (“web parts”). Access controls have also evolved, enabling people to have access to the files and directories that pertain to them, while limiting access to others. Meanwhile data storage capacity has exploded, costs have plummeted, and access speed has rocketed. Naturally, for most organizations the volume of documents being managed has ballooned exponentially. But we still need to ask: have knowledge management and collaboration scaled in proportion to the volume of information that is available and could be useful if more people could get their hands on it?
Notwithstanding features like Enterprise search, notifications, and improved metadata, many information management hubs are, in effect, still data silos where information is safe and organized but inconvenient to explore and share. In truth, despite powerful automated solutions now available, effective collaboration is still largely dependent on the quality of user participation.
Adoption and Engagement
Two key elements of effective collaboration are adoption, which corresponds to the percentage of team members who are able to use the system, and engagement, which corresponds to how many of them use the system regularly.
For a collaboration system to be effective it must maintain a critical mass of active users or risk becoming ignored and thus irrelevant. There’s a chicken and egg relationship here. A collaboration system must achieve and maintain a critical mass of adoption and engagement to be self-sustaining. Few people are going to adopt and engage if nothing of value is happening on the system because not enough other people have adopted and engaged. To attract this level of participation the experience should be easy (low frustration), useful (practical results are usually obtained), and emotionally rewarding (users experience satisfaction or even enjoy using it). Otherwise a collaboration system risks turning into a quiet information cul de sac no matter how impressive its technology.
Enter social media
Lessons learned from the social media phenomenon – examining the virtual footprints of the hundreds of millions of people using Facebook – are radically enhancing Enterprise knowledge management by promoting ease of use, practical results, and emotional gratification within collaboration systems. To get more information about this development I recently met with J. B. Holston, CEO of NewsGator, whose Social Sites solution adds Facebook-like features to SharePoint. Available for only 3-1/2 years, Social Sites’ committed customers already include Accenture, Novartis, Biogen, Edelman, and Deloitte, among others.
The basic idea behind Social Sites (my take, not necessarily J. B.’s) is that SharePoint users experience less frustration, find better quality material, and receive more emotional gratification when their SharePoint experience is more like Facebook. And because a social media approach to collaboration is both useful and gratifying, more people use the collaboration system – adoption increases – and they use it more often for more purposes – engagement increases. Teams get more done while having more fun. Additional benefits of a social media overlay on top of a standard SharePoint install is that it to draws attention to and promotes increased use of available resources and encourages users to find out about and experiment with collaboration options they weren’t using before, which may convert them into more valuable collaborators themselves.
Social Sites extends the functionality of SharePoint in a number of respects. The first generation of Social Sites added features including:
- marking and tagging items;
- providing custom streams of their “friends” activity updates (imagine keeping up with important developments with key people down the hall, in other regions or departments as they happen);
- making it easier to move content in and out of SharePoint; and
- making it easy for people to connect with the people who posted specific items with a single click.
The latest generation of Social Sites offers even more features (70 webparts in all are available), such as:
- “liking”;
- comment;
- ratings;
- idea development (“ideation”);
- wikis;
- threaded conversations;
- bookmarks;
- feeds;
- the ability to follow people and events;
- automatic updates when specific things of interest happen;
- the ability to ask questions;
- the ability to make requests; and
- the ability to pass word along about things that are happening.
An open API makes it possible to customize activity streams open to groups of users that is also accessible from mobile devices. Social Sites also lends itself to community management and governance.
As icing on the cake, Newsgator also offers iPhone and iPad applications for Social Sites to enable everywhere, all of the time mobile interaction with SharePoint (including Social Sites social media features), completing the Facebook-like user experience.
For companies already using SharePoint, Social Sites allows them to upgrade their team’s collaborative performance without fundamentally reengineering their current knowledge management systems. For example the way information is stored and structured and integrations like workflows can be preserved. They can also avoid the costs of migration, retraining employees on new systems, or hiring specialists to manage the new systems. On the flip side, to the extent that Social Sites upgrades SharePoint to make it competitive with, or superior to, other collaboration options, the combination improves SharePoint’s attractiveness to companies considering swicthing over from competing knowledge management solutions. Finally, customers who seek to make this level of interaction widely available within their organizations may buy even more SharePoint licenses and invest in more customization.
Special thanks to J.B. Holston @jholston and Jim Benson @ourfounder for many of the ideas and information that found their way into this post.
If you can lead, you can be effective in social media
I recently participated in an in-person discussion about leadership attended by a number of people I know through social media. Because the instigators of the discussion, Pam Hoelzle and Ethan Yarbrough, publicized the event online, the composition of the group and the conversation itself were flavored by a social media perspective. The discussion delivered several valuable takeaways, but one idea that stood out because it was useful and a little counterintuitive was this: Effective social media participation is like effective leadership.
By “effective social media participation” I mean purposefully interacting with people via Twitter, blogs, Facebook, LinkedIn, and other forms of social media to find people and information we need to accomplish business and personal goals.
By “effective leadership” I mean motivating high performing people to work towards a common purpose, whether or not we are are the “manager” of those folks (one can lead by influence even when one isn’t in a position of authority).
During our discussion three common threads came out that connect effective social media participation and effective leadership: selection, reciprocation, and vision.
Selection. In both social media and leadership we benefit by choosing our contributors carefully.
In the context of social media I often call this “filtering”. A LOT of potentially useful information is Tweeted, blogged, Buzzed, or otherwise published by people analyzing (or simply regurgitating) what they discover. In fact, there is so much of this information, and meta-information, there isn’t nearly enough time to skim it all efficiently much less read it all. After participating in social media for a time–if it wasn’t obvious to us from the beginning–most of us recognize that just because someone Tweets brilliantly and has a large following doesn’t mean we’ll find the time to read their stuff very often (sorry, @StephenFry). Social media is best managed like a lavish all-you-can-eat buffet: even something that looks very tasty won’t make it onto our plates if taking it would require sacrificing something we desire even more. In social media an information source must be consistently relevant and efficient for our purposes to be useful, not just beautiful in our sight.
Similarly, in a leadership context an impressive resume is just a starting point when determining whether there’s a good fit between a potential team member and a position on our team. Which is why personal relationships and recommendations from people we trust are so valuable when recruiting team members–and when choosing social media sources. One must be selective to be effective.
Delegation is the powerful outcome of good contributor selection in both social media and leadership. Whether social media networks or work groups, ideally we implicitly trust our teams to produce quality results for us. Otherwise we’re tempted to second guess our contributors, which deprives them of the rewards of our recognition, duplicates effort, and leads us down the path of information overload. Like we trust the curator of an art gallery to collect and display a worthy collection or art, like we trust the editors of our favorite publications to discover and accurately portray stories for us, like we trust our auto mechanics to keep our cars running, we should trust our teams to do their jobs. If and when we don’t feel we can rely on our team, whether we’re working as a leader or as a participant in social media, that’s a not-so-subtle sign that we will benefit from improving our approach towards selection, reciprocation, and vision.
Reciprocation. Both social media and leadership require reciprocation to be sustainable. Other people contribute to our successes, and we contribute to theirs. That’s the nature of the bargain. The biggest mistake I see would-be social media “power users” and would-be leaders make is not focusing enough on what success looks like for their team members. A true leader (as distinguished from a “manager”) provides team members with what they value above and beyond their pay checks, for example, by encouraging them to take responsibilities that will help them develop personally and professionally. And just as leadership requires more than a checkbook and a list of instructions for employees to follow, social media mastery requires more than pumping out branded messages to subscribers. Social media rock stars listen to what is said in their networks, recognize needs, and respond by offering referrals, links, analysis, or whatever else they have to help meet those needs.
Vision. Last but not least: to be effective in either social media or leadership we must communicate a clear, consistent vision that lets people know what we want them to contribute, and thus (directly or indirectly) what they will be rewarded for contributing. If we can’t sustain the insight we need to define and communicate our vision we’ll have a difficult time selecting people who can contribute to it, and neither we nor our team members will be particularly good at providing what the other needs.
One final thought. As a leader, or as a participant in social media, we get out what we put in. Just as putting time, focus and energy into leadership is essential to be an effective leader, putting time, focus and energy into social media is essential to be effective in social media. Those of us who believe leadership or social media are among our core responsibilities are thus obligated to make studying and practicing our craft a high priority for so long as we wish to be effective.
Thanks to everyone who participated in the conversation, including but not limited to: Moderators @pamhoelzle and @Ethany; graphic interpreter @pdobrowolski; hosts @petechee and @alyssamag; and @jdkovarik, @colleencar, @ShaunaCausey, @coolguygreg, @cherylnichols, @RJHSeattle, @pmcmortgages, @blainemillet, and @shannonevans (there were other folks not mentioned here but I don’t have their details). The opinions in this post are my own, and these folks may or may not agree with what is written here, but either way I benefited from their contributions.
Social media and retirees
The owner of an online-only business recently asked me whether I thought social media should be used to reach out to retired people. Because he had received a number of telephone calls from older customers having trouble with his online application, his fear was that very few retired people were computer literate enough to complete a transaction on his web site or to use social media.
A recent Nielsen survey revealed that 17.5 million people aged 65 years and older now use the internet. Of that group, approximately half (8.75 million) use the internet to send email, read news, do online banking, and use social networks. (Citation: http://mashable.com/2009/12/10/seniors-online-habits/ ). As such, one would have to assume that at least 9 million retirees are computer literate enough to be high value customers for any online business. They can be acquired through the same combination of media outreach as other consumers online, and they can be serviced at the low marginal cost of an online transaction.
I also asked for input from a friend who held a strategic role during a formative period at Amazon.com (for a number of years Amazon didn’t even publish a telephone number for customer service inquiries, as you may recall). He harumphed, then opined that besides being more than capable of completing online transactions, retired people can be quite viral because they are likely to use their leisure time to share product and services information with their friends.
Certainly, some number of people from any given demographic – including retirees – will have trouble with every web site. But so long as you focus on making your site user friendly, don’t be afraid of reaching out to retired people through social media. They may just find you, and tell their friends.
Generating B2B sales leads using social media
The 2009 Forrester Research report about what influences IT buyers in a B2B context presented the following list of the most influential sources of information for technology buyers. As it happens, the positive impact of all of the sources of influence on Forrester’s list can be enhanced through social media efforts. Starting from the top, in order of influence, the sources are:
- Peers and colleagues
- Vendor, industry, trade web sites
- Your direct vendor salesperson
- Technology or business magazines
- Consultants, VARs, or SIs
- Industry trade shows or conferences (in person)
- Industry analyst firms
- Forums, online communities, social networks
- E-mail or electronic newsletters
- Web events or virtual trade shows
- Interactive media: podcasts, video, online demos
- Blogs
(surveying 1217 technology decision makers at companies with more than 100 employees).
Also according to Forrester, 91% of B2B technology buyer decision makers use social media to gather information.
It’s critical to recognize that a successful social media lead generation strategy doesn’t require reaching out to every customer on a one-to-one basis. Instead, the most powerful online strategy is to use existing communication channels by reaching out to the influencers who already have a one-to-one relationship with customers. Here’s how this strategy maps to Forresters list:
“Peers and colleagues” – People will go out of their way to share good news with their friends. It’s human nature to tip off friends about big finds. The right tools can make it extremely easy for people to share information about products and services via email, Twitter, and other channels. State of the art viral messaging hooks can be built into the sellers web site, including a subscrition email messaging system and connections to other transmission mechanisms on the web (like Twitter). These are all trackable, incidentally, to provide feedback about the spread of a seller’s messages via various channels.
“Technology or business magazines,” “Consultants, VARs, or SIs“, and “Industry analyst firms” – I lump all of these together under the category public relations (PR). The experts and commentators in almost every B2B community are constantly trading information. More and more of this discussion happens using social media. Social media like Twitter and blogs are now a key conduit for building relationships with journalists, bloggers, analysts, consultants, and other experts, who in turn influence IT decision makers. (See my post earlier this week for more about this.)
“Your direct vendor salesperson” – Social media can reveal which specific people working for potential buyers are looking for a seller’s solution. For instance, LinkedIn provides a virtual directory of who does what inside many companies. Twitter and blogs can provide a blow-by-blow account of the projects specific people are working on.
“Web site“, “E-mail/newsletters“, “Web events“, “Interactive media“, and “Blogs” – Initial contacts are stickier, stronger, and last longer when people can effortlessly keep in touch with a seller using the form of online communication – email, blog, Twitter, LinkedIn, webinar, etc. – that they are most at home with. But a surprising number of B2B sellers aren’t using these off-the-shelf subscription and interaction options to convert contacts into leads.
“Forums, online communities, social networks” – These three are pure social media. But a company must actively and consistently participate in them to have an impact.
Last but not least, within every communication channel mentioned above it’s important to listen and learn what people are saying about your company, its competitors, and its markets. Companies that don’t make an effort to become aware of what influencers and customers are saying are likely to miss both sales opportunities and criticism. It takes an effort, but a wide variety of tools are available to automate the process.
PR in the 2010s: reach bloggers to feed journalists
It’s important to recognize how influential bloggers have become in the PR food chain. Journalists typically follow bloggers to spot news and trends for them. When journalists first hear about a new story, they’ll Google it to see what people are saying. If the only one talking about a new product or service is the company promoting it, journalists are less likely to pursue it.
On the flip side, many bloggers are highly motivated to stay ahead of the curve and are quick to break new stories. It’s comparatively easy to get noticed by bloggers via strategically re-tweeting their tweets and by submitting useful comments to their blog posts. To the extent that you care about the same things that a blogger does, and show it by contributing to their impact via your own tweets and blog posts, most bloggers will reciprocate. Then, when they receive news from you that is relevant to their audience, they will Tweet or blog about it. And after your information has been vetted by bloggers, journalists will be more likely to pay attention also. Of course, journalists may have received your message already via the bloggers by the time you contact them directly.
Last week I presented a hybrid social media and PR (public relations) proposal to a prospective client who is rolling out a new online service across the US. Obviously the financial success of this business will depend upon being found by customers, which he believes (and I agree) will depend upon a strong PR component, although I personally think the customer-to-customer viral component will wind up being huge as well.
The term PR as I’m using it here translates to “Reaching out to journalists to encourage them to write about your product, service, or company, which amounts to free advertising but can be much more influential because it isn’t paid for.”
There are two interesting twists to this online service, either one of which makes it more challenging from both a social media and a PR perspective. First, it’s hyperlocal, which is to say, the content delivered by the service is different depending upon where you use it. For this reason it needs to be developed on a city by city basis. (By way of analogy think Yelp, which spread from city to city and accumulated a critical mass of reviews in each city, rather than Hotmail, which could be used as-is all over the world right out of the box.) Because of the time and expense of adapting the service for each locality, he expects to go live in only a handful of U.S. counties per month over the the next year or so, depending upon how fast he can scale. This already presents an interesting PR challenge. But it gets better: this online service isn’t just local, its seasonal. In each city his service is only useful for a month or two each year (think “back to school,” “spring break,” or “holiday shopping” by way of analogy).
The curse of this combination of hyperlocal and seasonal is that, just because this service becomes news in one city – which is to say, it becomes available and valuable to people living there – it isn’t necessarily news anywhere else.
The beauty is that this combination of hyperlocal and seasonal creates a relatively small news window, which in turn drives a sense of immediacy for local bloggers and journalists who learn about the online service. They are under pressure to cover this story quickly. No one else is going to cover it, and if their readers are going to benefit from it they’d better report it soon before the window closes again. (Think about how much reporters value “breaking a story” and “an exclusive”.)
It’s tempting to take a “boil the ocean” approach and attempt to blanket every blogger and every media outlet in each city. But here we’re talking about a large number of cities and a startup PR budget. It makes more sense to cultivate a reputation in each community via a select group of bloggers first, then pitch the big local news outlets. Between the two, all of the other interested bloggers and news outlets should hear about the service and will have the opportunity to add their coverage.
Building social media connections with as many qualified bloggers and journalists as possible also increases the likelihood of getting their attention again during the local service season in subsequent years.
The process I suggested for each city was, beginning with the bloggers, then a week later with the traditional news outlets:
- identify the right people to approach using a combination of search and lists (the expense of soup-to-nuts PR services like Vocus and Cision are unnecessary for this purpose alone, and because their media databases rely on user-contributed information, they are not necessarily reliable for this type of project);
- subscribe to bloggers’ feeds, including Twitter, retweet each author at least once, and attempt to comment on posts on each of the blogs;
- make confirmed contact with each blogger via an exchange of email, blog posts, tweets, or phone calls in an effort to get coverage near the beginning of the service season; and,
- follow up with each blogger just before the end of the local service window in an effort to get a “reminder” mention or a second chance at getting full coverage.
While this online service may be tempted to put resources into obtaining national media coverage, like the Wall Street Journal, the Today Show, or Oprah, their story won’t be ripe enough until a larger portion of the audience these outlets serve is covered. And even if it did receive coverage—for example, as a business story (“innovative Seattle startup”)—if most of those exposed to the story were unable to use the service within the next year, the startup would have largely wasted their PR efforts. For these reasons, I recommended approaching national media outlets at a later date.
On the other hand, it will make sense to pitch national trade publications within the sectors covered by the online service if the online service provides a way for interested bloggers and journalists to subscribe to be notified once their city is covered by the service. Follow up stories can be placed with those trade publications as the online service reaches milestones like 25%, 50%, etc., of the percentage of the US population gaining access to the service. For this reason I suggested adding a press page with a subscription option to the online service’s web site.
No man behind the curtain: Twitter is only a tool (no faith required)
Once again last week I found myself complaining that no one seems to recognize the connection between Twitter and PR. But later that same day I saw a tweet from Laurel Papworth linking back to her own blog post: BBC says Use Social Media – or Leave (citing The Guardian).
Thanks Laurel!
The whole “Twitter: Pro or Con” argument is a bit like debating “Planetary rings: pro or con.” Twitter is what it is. Those of us in harm’s way because we are in marketing, public relations, or other areas now exposed to public discussion should learn how to use Twitter, then put it to work when it fits. Whether and how to use Twitter is a choice that should be decided on the merits of the tool, not on hype or emotional reaction to random, apocryphal stories in which people tweet about brushing their teeth, etc.
A lot of bloggers and journalists already use Twitter. Based on my unscientific sample that now includes the BBC, this isn’t likely to change any time soon. So if you’re reaching out to journalists and bloggers, use Twitter.
More about this in my next post.
Fundraising using social media games
Earlier this week I participated in an exciting brainstorming session for an online fundraising event. My client is an education-focused non-profit. They want a homegrown solution that is customized to their needs and frees them from 3rd party fees. And it has to be ready for launch at a live breakfast event next month. (Yes, it is a short time frame – viva la technology!)
We arrived at what we think is a new framework for online fundraising, a hybrid between the time-honored “this thermometer shows progress towards our goal” and the scavenger contest vibe of mobile social crowdsourcing apps – like Foursquare and Gowalla – which is along the lines of “you just added your tenth new venue to our database – here’s a virtual prize to reward you and keep you going.”
First we’ll offer supporters an opportunity equivalent to “sponsoring a table” at a physical event. But instead of offering companies or individuals the opportunity to purchase enough tickets to fill one (or more) tables in a hotel conference room, we’ll offer supporters the opportunity to form a team and sponsor one or more students, at $1500 a student. In this way people can participate whether or not they can contribute $1500 up front.
The people forming teams, hereinafter “team captains,” are really pledging to assemble a personal fundraising network big enough to sponsor some number of students at the rate of $1500/student. Of course a team’s captain could opt to cover their target contribution entirely by themselves if that’s how they roll. But we expect to be able to find many more captains who think they can achieve $1500 (or some multiple thereof) by combining their own personal generosity with outreach to generous friends.
Here’s where it gets interesting from a social media standpoint:
- We’ll provide each team captain with a unique link to their team’s own donation page. (From a technical standpoint, it’s really the same donation page dynamically rendered as the donation page for a particular team depending on the link followed – more about this below.) Captains can distribute the team’s link to their friends, and their friends can disribute it to their friends, and so on. And when I say “distribute” I mean via email, blog, Facebook, Twitter, etc., accompanied by the non-profit’s own call to action or whatever each captain thinks will get the job done.
- When people click on the team link they arrive on the team donation page and are presented with encouragement to contribute to the team’s success. On one side they’ll see what the team has commited to, and how far along the team has come (our take on the classic thermometer-of-progress graphic), and a leaderboard that compares the commitments and progress of the various teams.
- Suggested contribution amounts will be in increments of $10, in an effort to attract small donors (as Obama’s campaign recently demonstrated) as well as higher-rollers. A key feature is that each donation increment is tied to a symbolic (“virtual”) milestone towards the $1500 goal. For example, $10-40 could buy a virtual sponsored student virtual school supplies; $50-100 could buy virtual text books or a backpack; $150-250 could buy a virtual chair or a desk; etc.
- Once someone makes a contribution on the team page they are rewarded not only by a thank you message, and by seeing that they have moved the team towards its goal, they also see graphics depicting the symbolic milestones – virtual books, supplies, etc. – their contribution equated to.
- Once someone makes a contribution they are also given the opportunity to invite their friends to join the team (via quick links to email, Facebook, and Twitter).
- Before people make a contribution on the team page they are also asked to enter into the team donation form the name of the person who sent them the team page link (hereafter “the referrer”). This may have been someone besides the team captain, it may even be someone the captain doesn’t know. Each referrer’s name is recorded, along with the donations attributed to them, and the organization, the team captain, and the referrers themselves can all be kept informed of the impact of each referrer. In this fashion referrers can bask in the knowledge that they were successful in recruiting contributors; captains will know who to thank (or who to give a pep talk to); and the organization can get intelligence about which team captains and team members were the most effective recruiters – handy for subsequent campaigns. In addition, referrers who ran particularly successful “campaigns” can be debriefed in order to discover, and potentially duplicate, their secrets.
As alluded to above, all of the team donation pages required for multiple online fundraising events can be created with relatively few tweaks to the current web site, using the current online donation form and the existing donor database. Basically all that is required is:
- a single new dynamic web page that mashes-up (embeds) the current donation form;
- a few additional visible and hidden form fields (adding team ID, referrer name);
- a couple of new database tables (or a new database if needed for security) to associate donor and amount with team and referrer; and
- a handful of simple but colorful icon-like graphics.
Its a relatively simple matter to query the new data tables in order to compute what is needed to dynamically display the team leaderboard and the graphics showing milestones available or acquired through a donation.
Version one of this framework will have to be kept simple – some of the above features may not make the cut. Future editions will have additional features, like enabling people to sign themselves up as team captains. To keep it simple we’re keeping this an administrator-only process for this event. Summary reports about referrers will be generated by a human administrator behind the scenes now, but later this can be automatically emailed or displayed via an online dashboard. Yet another feature addition might be a referrer leaderboard that encourages friendly competition between individual referrers.
Looking forward to your feedback! Is this being done already by anyone? Are there any low-hanging fruits we could add to this framework?
Deletion guidelines of an unsung customer community – Amazon Marketplace
I had coffee this week with someone knowledgeable about guidelines for managing comments posted by customers of Amazon.com’s Marketplace program. For anyone not already familiar with Marketplace, it ‘s roughly Amazon’s version of eBay. Independent Sellers sell their goods (new as well as used) on Amazon.com alongside Amazon’s own items. Items offered by Marketplace Sellers come up in product search results and can be reviewed like other products. Payments are processed through Amazon’s usual checkout. And in many cases fulfillment (boxing, labeling, and shipping the goods) is handled by Amazon.
So here’s where community comes in: also akin to eBay, and roughly analogous to BizRate.com, Amazon allows customers to evaluate the performance of Sellers in the Marketplace via both a rating (1 to 5 stars) and comments. This level of transparency with respect to Sellers no doubt reassures customers uncertain about purchasing from someone they’ve never heard of before. And of course, it also enables Amazon to monitor Sellers and take appropriate action, like terminating Seller from the Marketplace program, when merited.
The part I want to focus on in this post is when Sellers receive customer comments they don’t like. Sellers don’t have the power to edit or delete comments, but they can complain to Amazon. At which point someone at Amazon has to decide whether or not to remove the comments being complained about. (Apparently comments are never edited, they are either left as-is or deleted.) So how is this decided?
This question hearkens back to my earlier post entitled When to delete posts to your company’s Facebook page in which I roughly outline the concept of maintaining a consistent editorial policy for a company’s Facebook community that reflects fans’ tastes as well as the company brand.
Not surprisingly, Marketplace comment guidelines are worked out in a way that can be applied consistently to a wide range of Sellers and situations by community management staff (this is too big a job for one person). As in any community, fairness, or at least a credible attempt to achieve fairness, is a precious commodity. If either Sellers or customers believed that problems were being covered up, or that community rules were being applied arbitrarily, it could not only damage the MarketPlace brand but Amazon’s core brand as well.
In essence, the guidelines seem like a good attempt to strike a balance between the interests of customers and Sellers in a way that naturally enough puts Amazon in the best possible light by shielding the community from inappropriate or irrelevant posts while exposing potentially legitimate customer concerns.
Examples of comments that qualify a comment for deletion:
- Comments containing obscenities (I tend to euphemistically call this “inappropriate language”).
- Comments containing personal attacks against the Seller.
- Comments concerning the product being sold rather than the Seller who sold it.
Examples of elements that don’t qualify for deletion:
- Comments claiming that a product didn’t match its online description (which could indicate a mistake or misrepresentation by the Seller).
- Comments concerning the condition of the product — except when fulfillment was provided by Amazon. (This last I found a bit curious. Amazon allows criticism of Sellers but vetoes criticisms of itself? But I didn’t get any details about how complaints about Amazon’s fulfillment might be handled otherwise.)
When situations arise that don’t clearly fall within the guidelines, front line community management staff are instructed to escalate complaints to higher levels of authority. Ideally this helps both manitain consistency and set the right precedents. (By way of comparison, see my post concerning Coca Cola’s 3-tiered social media policy – Coke’s social media policy for 1 million associates: a good template – wherein level 2 “social media certified spokespersons“ are instructed to refer issues to level 3 “subject matter experts” whenever how to proceed isn’t clear.)
Kudos to Amazon. This setup isn’t earth-shatteringly innovative, but it just makes sense.
Full disclosure: I do not participate in Marketplace, and have no Amazon.com product links on this site as of this post date, but I am a member of Amazon’s affiliate program and receive a small fee when people click through and buy books I’ve reviewed on other sites.)
