Posts Tagged ‘social media’

I was pleased to finally receive the “Suggestions For You” feature since I’ve been hearing about it all week. My initial impressions were:

1. Dang, I thought I was following some of those people already
2. Um, I recently unfollowed some of those folks
3. I don’t engage much with some of the referral sources
4. There are a lot of celebrities on this list
5. These are real people, not feeds

Let’s look at these impressions individually and I’ll share some suggestions that will help Twitter’s suggestion algorithm.

1) Already following these people

No really, I thought I was already following some of the people that showed up. Is it possible people have been getting “disconnected” over the past few days? I saw the same reaction from others in my Twitter timeline. If Twitter “caught” the oversight then they did something right.

2) I recently unfollowed some of the suggested users

It happens. We unfollow people for one reason or another. Maybe they don’t engage with you, they say something that irks you, or you’re tired of following a particular celebrity. Many of the people who I had already followed and unfollowed were celebrities. I’ve already been to the show, I don’t need to go back.

Algorithm Improvement: De-prioritize accounts that one has already followed and unfollowed and especially those that have been blocked.

3) Don’t engage much with “Followed By” followers

Each Suggested User has several bits of information associated with her account – Name, Twitter handle, location, bio, and Followed By. All suggested users have two or more accounts in the “Followed By” field and I assume these are my main “connections” to the suggested user. But many of the people that appeared in the “Followed By” field where people who I don’t engage with on a consistent basis.

Algorithm Improvement: Follow Klout’s lead and make suggestions based on key connectors. Klout analyzes a user’s statistical influence and also lists users that are influential. These influencers should be the top “connectors” used in the Suggested User formula.

4) Lots of celebrities

This is where the asymmetrical nature of Twitter is a drawback to making equitable connections on the social graph. By asymmetrical, I mean that one can follow an account but the account doesn’t need to follow back. In contrast, Facebook requires people to follow each other to be “Friends” so that relationship is symmetrical. Extremely asymmetrical “nodes” in a network cause a warping in the fabric of the graph. If a celebrity (that doesn’t follow me or only a few others) suggests another celebrity that they follow then that’s a low probability match.

Algorithm Improvement:Turn down the volume on celebrity suggestions. These accounts will be easy to spot by the ratio of followers to people being followed.

5) These are real people

Every person on the Who to Follow list appear to be engaged Twitter users, not just piped in “feeds” from other social networking tools. Twitter got this right.

I follow 7,740 people on Twitter and am followed by 8,157 accounts and have new followers every day. I don’t use auto-followback tools so I have to manually go through my email messages and “vet” followers. Unless the account is extremely relevant to my interests, I don’t follow feed accounts. (This also means I’m way behind in reviewing new followers.) By filtering out feed-only accounts, this tremendously increases the chances of my following them. Good job Twitter.

Review

Twitter still has some work to do on making the Suggestions more relevant. I made suggestions but also gave Twitter kudos on some things it is doing right. This is much better than the old Suggested Users celebfest hyper-monetization list it had before.

What do you think? Did you see any other obvious algorithm improvements? What was your overall impression of the Suggestions For You feature?

Related Post:
TechCrunch – Twitter’s Social Graph Is About To Get Pumped Up. “Who To Follow” Is Social Steroids

Mom and pop coffee shops are being crushed by behemoth companies like Starbucks. Add on the worst recession since the Great Depression and you have a recipe for disaster. It takes extreme measures to compete in this business landscape.

Newhall Coffee Roasting Company is using social media marketing Jujitsu to take on the challenge. It’s staying nimble, competing where it can win, and still staying true to its mission.

Background

Newhall Coffee Roasting Company started off as a couple of coffeehouses in the Santa Clarita Valley of California. The owners weren’t satisfied with the coffee they were buying from other roasters so they started roasting their own. Newhall Coffee is now one of the premier roasting companies in California.

The company sets aside a portion of its profits for The Leukemia and Lymphoma Society of America in memory of the passing of the founder’s brother, Corey. Newhall has also recently launched a new program called Newhall Coffee For A Cause that helps qualified non-profits with fund raising efforts.

Social media is such an important part of the company marketing formula that, Ryan Barton, Newhall Coffee’s marketing manager, suggested we conduct the interview “social media style” via Twitter using a hashtagged (#CoffeeCause) conversation.

You can see the actual Twittter conversation by searching over the “#CoffeeCause hashtag.”

Interview with Newhall Coffee Roasting Company

Jesse (@jesseluna): Hi, I’m Jesse Luna. Thanks for agreeing to the interview. Can you tell us your name & role at NC please?

Newhall Coffee (@NewhallCoffee): Hey Jesse, I’m Ryan Barton, and I manage the integrated marketing campaigns here at Newhall Coffee.

J: Hi Ryan. There are 2 areas that I’d like to cover – NC’s use of social media & @CoffeeForACause. Q1: How did Newhall Coffee first jump into social media?

NC: It arose from the desire to make our online marketplace our online “big box retailer.” We started as a local coffee house. and we wanted to regain that sense of community — throughout the nation.

J: Interesting. Has NC used social media instead of pursuing some traditional distribution & branding methods?

NC: We allocate our resources to a variety of social media platforms rather than broad stroke marketing. We’d rather pursue targeted marketing efforts with higher yields than an imaginary market of “everyone.” You won’t find us buying ad space, but you will find us enjoying hand-to-hand grassroots efforts. We enjoy the interaction with customers at Costco and Sam’s Club road shows. Same goes for online conversations.

J: Q2: When first introduced to your brand, one thing that really stood out was the packaging. The packaging prominently displays social network logos. How did that decision come about?

NC: Adding social network logos and a URL (newhallcoffee.com/connect) was our way of inviting current customers to our online communities. We want to hear from you. You’re buying our coffee, now what else can we give you? On SM platforms, we’re offering loyalty discounts, we’re having events, etc. And we want to engage. Simply, it’s taking existing advocates, and hosting a community to find friends who share the same enthusiasm.

J: Thx. Topic #2: Tell me about @CoffeeForACause and what inspired it.

NC: Sure! @CoffeeForACause reflects a cause very close to our hearts. Our founder, @mitchmcmullen’s, brother passed due to leukemia. Due to his advocacy, Mitch was named Man of the Year by LLS twice. Corey’s blend was probably NCFaC in infancy – where blend sales were donated to LLS. Similarly, our Patriot Blend is a way for us to give back to our troops overseas. For every bag sold, we donate a cup of ‘american morale’ overseas.

So NCFaC was our way of helping charitable organizations raise funds through something more than magazines. We’re finding it’s easier to do when it’s a win/win — people want to support an org, and they love coffee. We know our community gave us our start (not big $ from Wall St.) so we’re dedicated to give back to our roots.

J: If people are interested in @CoffeeForACause, what’s the best way to get more information?

NC: They can visit www.NewhallCoffeeForACause.com for an overview and a 3-step sign-up form. It’s completely free to the organization and they get 40% back from every bag sold, so they can sign-up today, and start tomorrow. Or, they’re welcome to DM me at @NewhallCoffee and we can speak there freely.

J: Ryan, thanks for the interview. This will be written up as a blog post. Happy Roasting!

NC: My pleasure! And please feel free to share discount code “CoffeeCause” for 20% off at NewhallCoffee.com.

[End of Interview]
–
Let’s keep the conversation going. Was there anything in the interview that stood out in your mind? Have you seen other successful social media efforts by coffee shops?

Feel free to share via the Comments or “@” or DM me on Twitter.

It’s safe to say that there is no one formula for presenting social media to your company. The approaches will differ based on your position in the company, the company’s culture, formal presentation processes, probably on the size of your company, and the receptiveness of the industry to social media. But if you believe, as I do, that social media is here to stay and that your business can benefit from tapping into the social revolution, then you should find some helpful tips here for making your big pitch.

I’ll start by sharing my personal experience pitching social media to my previous boss then share responses from across different social networking channels. Just so you know, I think my presentation barely made it to first base. The tips I mention below include “corrections” for things I left out of my presentation. Those bits of extra wisdom plus crowdsourced responses should help your presentation go much further than mine and hopefully you’ll knock a homer.

I hope you’ll stick around and add your experiences and feedback in the Comments section below.

The Pitch
It was 2008 and I was pitching social media to the company’s CEO.

It was lonely standing up there in the conference room. It was just the CEO, me, and the glow of the projector displaying my Power Point presentation. But I knew that folding social media into the fiber of the company was the right path. I presented the benefits and massive opportunities of social media, examples of other companies doing amazing things with it, and showed him Tony Hsieh’s (Zappos CEO) Twitter stream to help him visualize what top-down involvement looked like.

Presentation Tips
My personal tips for pitching social media to a boss are:

1. Get help from other colleagues. Two or more people pitching a new project is much more convincing than one lone voice. I chose to present on my own after getting lukewarm feedback from potential allies.
2. Schedule a time for the pitch. This conveys the message that you have something serious and important to discuss and it avoids interruptions.
3. Create a formal presentation. I suggest a Power Point or a written proposal. This will give you a clear framework and keep you on track in case your nerves set in. I used Guy Kawasaki’s “10/20/30″ Power Point presentation guidelines to select the presentation structure.
4. Primarily, answer the question “What problems will social media solve?” This was the first question I was asked and my answer was a bit shaky. My presentation had focused on the benefits and opportunities, not as much on problem-solving. The CEO and I ended up coming up with potential problem-busting uses during the meeting.
5. Present the benefits of using social media from different company perspectives. If you are a marketing person, your inclination may be to only focus on the marketing opportunities. Don’t stop there. You can approach social media from an HR, customer service, IT, and sales perspectives as well. During the meeting, we discussed using social media as part of the Web site process improvement cycle.
6. Recommend a concrete plan of action. Ask for resources (time, people, and money) to accomplish an objective and get a commitment. Make sure you recommend a SMART objective – one that is specific, measurable, achievable, relevant, and time-based.

As a result of the pitch, I was given time to do some “experimenting” with social media. This was less of a commitment than I had hoped for, but was resolved to make the most out of the opportunity. This would require patience since I had already been very active on Twitter and knew what could be accomplished. A year and a half later I designed and help implement a blogging infrastructure and all product managers are now blogging and sharing great content with customers and the Blogosphere.

Other “Pitch” Stories and Approaches

As I closed up the blogging project, I wondered how other people fared making a similar social media pitch. I jumped on my social networks and asked them. I went to Twitter, Facebook, Aardvark, and LinkedIn and posted the question:

Note: This was the question posted to LinkedIn. The Twitter version was much shorter as was the Aardvark version. I blogged about using LinkedIn and Aardvark for doing in depth Internet research earlier this month (includes a video demonstration).


Crowdsourced Responses

There were many different approaches to pitching social media. Here are some of the responses:

Present a binder containing examples of all the things that are being said about the company, industry, products – even about your boss – on social media. Also include some LI Q&A, tweets, blogs etc. by employees, key customers, competitors.

This can be a real eye-opener that brings home the lesson that the train has left the station, and though you can’t control the chatter, you can be influencing the discussion – but only if you get in there and play.

Some great examples to include are situations where a customer was upset or misinformed about something, and got satisfaction through a social media response.

-Rob Duncan, www.robduncan.com, via LinkedIn

Developing a tracking system for social media is imperative for measuring the efforts put in by your social media manager and ROI. While it may not always be concrete numbers, there is something to be said for sentiment, reach, and passion for a company.

- JNR from San Diego

I have never had to pitch my boss on social media, but I have had to pitch social media to very stubborn and old fashioned people before.

I really like Rob’s suggestion of showing examples of where people have talked about your company. When ever I have done that for potential clients, they are very impressed. It helps them to see the vision of what social media is.

I posted a link below of a great video by Socialnomics that I’ve found to be pretty effective. It displays a bunch of impressive statistics on how social media is here to stay.

-Chad Mustard, Owner Blue Helm Communications, www.bluehelm.com, via LinkedIn

A couple [of] suggestions based on my 4+ years experience pitching blogs/SM to clients.

1. I’ve had much more success sitting with decision makers, one or two at a time, in front of a computer, actually showing them what can be done on Twitter, LinkedIn, Facebook, etc. I agree with others here that showing mentions of your company are powerful – even more powerful if you show them these mentions in real time on one of the monitoring sites. For people who aren’t engaged in SM on a regular basis, it all sounds strange and highly theoretical when discussed in a meeting. You have to make it real.
2. Be crystal clear about your SM objectives. If you’re not sure what purpose SM serves in your organization, discussing engagement tactics and even strategy are premature. SM can support many organizational goals – branding, thought leadership, SEO, customer loyalty, lead generation, etc. The top people may not understand SM, but they understand more leads, happier customers, more prominent brands. I think it’s much better to internally position SM as a tool to support initiatives rather than an initiative in itself.

-Brad Shorr, Director of Content Marketing, Straight North, www.straightnorth.com, via LinkedIn

…In order to “sell” my boss on social media it was pretty easy conceptually, just drive traffic from these social media activities to our website. Actually delivering on the results is the hardest part.

…

It’s just getting past that first hump that is the hardest part when you’re relatively unknown in the SM world. Getting the first visitors are always the hardest, but it is something that can provide exponential gains with growth.

…

So the best way to start out is to set some obtainable goals, go ahead with your plan, measure the results and control the expectations with your boss.

-Chris Rizzo, from a Michigan data center, Online Tech, via LinkedIn.

Present the rationale backwards. Start with the benefit of social networking (interaction with brand, profit generation, lead generation, etc.) and leave the execution to the end. Most people can get bogged down in explaining how social networking works which can be a heavy learning curve for some non-tech savvy people.

-Ed M., Hoboken, NJ, via Aardvark

I’ve presented twitter as a valuable primer for research by searching for tags, organizing the results into columns, and highlight key phrases in peoples’ posts. This enabled my boss to see it as both qualitative and quantitative, but also synthesized into something that seemed meaningful, just by providing simple headings like “many women feel guilty when taking time for themselves” with supporting tweets below. Make it look substantial, but highly organized. Avoid the overwhelming clutter appearance of social media. That’s what they’re afraid of.

-Michael Kiser Innovation/Interactive consultant in Chicago, via Aardvark

Review

We’ve seen my approach to pitching social media, some of my tips, and several other approaches. If you’re about to make a big pitch to your boss, department, or to a potential client, I hope these approaches and techniques help you in your endeavor.

I’d also like to send a big THANK YOU to everyone who responded to my question and shared and contributed to the research for this post.

Have you pitched social media to an executive? As always, I would be honored to hear your stories via the Comments.

I am fortunate to have a great set of friends online and they are part of my personal support network. Part of building relationships is sharing the tough times as well as the successes. This is true whether you are a Fortune 500 CEO explaining recent layoffs or a small shop owner sharing news about a great new employee. For that reason, I’m sharing my recent experiences and some of the tools I’ve used along the way.

I recently made a huge career choice. Before making the decision, it took some time for me to separate what was fear from what was instinct. One of the tools that I used to help me clarify things was Rhonda Britten’s book “Fearless Living.”

The Wheel of Fear

In Fearless Living, Britten describes how we all have a Wheel of Fear. The Wheel of Fear is our fear cycle, the pattern that we follow whenever fear is triggered. These are the elements of the Wheel of Fear:

1. Trigger – Fear is triggered by an event, a recollection, or by the environment. My recent trigger was finding out that my position was being terminated due to a reduction in forces.

   Other triggers might be receiving any kind of news (finding an unaccounted for lump, hearing an ex is getting married, finding out that your child is getting bad grades), remembering something unpleasant, or having a negative thought about the future.

2. Fear Response – When I also heard that I had the option to move to Denver for a different position with the same company, my initial response was to jump at the opportunity. It would mean packing up and moving, being a thousand miles from most of my family, and probably leaving behind my dog Ivory (@niceblog). My fear response was to accept the new job right away.

Other fear responses could be to panic, start blaming or ridiculing, compulsively buying something, drinking too much, cheating or many others.

3. Negative Feeling – After a few days of scrambling around to piece together a move plan, I realized that I would have to abandon a lot of people and things. During those days my bright smile turned into sadness, despair, and pain. I felt as if I was about to abandon myself. I felt powerless.

   Other negative feelings could include feeling foolish, helpless, unlovable, feeling like a failure and more. (Britten, p.50)

4. Self-Destructive Behavior – My self-destructive behaviors were to shut down then to scramble and start looking for immediate opportunities, any position. I was overwhelmed.

Other self-destructive behaviors could be drinking, being promiscuous, eating unhealthy, whining, procrastinating, comparing yourself to others, and many more. (p54)

Hacking the Fear Cycle

The main driver of the Wheel of Fear is one’s perception of the triggering event.

When I heard I was being laid off, I felt stupid, rejected, and incompetent. I didn’t think these things consciously, but I reacted based on those feelings. In order to avoid those feelings, I felt I needed to continue working, no matter what.

Fearless Living helped me understand that these underlying feelings are extremely powerful and they cascade throughout our lives. Our fear is triggered and we jump on the Wheel of Fear. Once we’re on the Wheel of Fear, we experience the symptoms of fear which may be feeling exhausted, self-righteous, misunderstood, paranoid, paralyzed, or out of control or more. (p. 58-60)

Seeing these behaviors and patterns as symptoms instead of seeing them as the cause is a very powerful concept. Before, I thought “If I can just get control of my life, I can make things work.” But what I didn’t see was that the core feelings were driving things, not the symptoms. I was procrastinating, missing phone calls, and blowing off opportunities that were right in front of me.

What I needed was to identify my core negative feelings, how they are triggered, and to find an alternative way of perceiving the situation. In order to do that, I had to have a sense of who I was, my essential nature. I’ll discuss that process in a future post.

Do you recognize your reactions and behaviors in any of these examples? Does the concept of the Wheel of Fear resonate with you?

There have been over 200 comments on JesseLuna.com and I’m honored that you find this a useful (and even fun) place to have meaningful discussions. I appreciate your comments.

Reference:

• Fearless Living: Live Without Excuses and Love Without Regret, Rhonda Britten (2001)

Have an awesome presentation that you want to share with the world?

If you’ve already posted the presentation (could be a Power Point presentation) to Slideshare.net then you can embed that presentation into your WordPress.com blog. I’ll show you exactly how to do that in this video. This process also works for WordPress.org blogs.

I appreciate and value your Comments and feedback.

[Update 6/5/2010: Added captions (English) to the video, click on the "CC" popup button on the bottom right of video. I also added a transcript of the video to the end of the blog post.]

Have you ever tried using Google to find answers to complex and niche business questions? I have, but sometimes the questions are so specific that they require custom answers from an expert. When that happens, I turn to my secret weapons, LinkedIn and Aardvark (Vark.com).

In this video, I’ll show you how to use the one-two punch of LinkedIn and Aardvark to get answers to tough questions from an army of experts in a matter of minutes.

I skipped over some of the nuances of using each tool so I included some best practices for using each network at the end of this blog post.

LinkedIn

This Question was posted on LinkedIn under the “Internet Marketing” category.

LinkedIn’s Q&A feature allows users to post questions by category then allow LinkedIn members to answer them. Members usually provide rich and in-depth responses because they care about the subject and also to share some of their expertise.

Results
As of May 26th, 2010, the question has received 13 high quality responses. The answers started rolling in shortly after it was posted.

Learning Points

• The Question should be brief and clear with personal side to it.
• If you’re going to eventually blog about a Question, mention that in the Question. Most people love being mentioned in blog posts. It’s great for PR and further establishes the responder as a topic expert.
• Follow up on each and every response. On this Question, I communicated with each responder via LinkedIn’s private message system. I asked follow up questions and requested permission to use the response on my blog post.
• The Q&A process is also a great opportunity to connect with responders and add them to your LinkedIn network. I often extend an invitation to responders.
• LinkedIn responses usually provide amazing feedback on difficult questions.
• This is a link to my LinkedIn profile. Check it out and let’s connect.

Aardvark

This is the question I posted to Aardvark.com.

You may not have heard of Aardvark. Aardvark is a crowdsourcing Q & A site. I first heard about it via technologist Robert Scoble (@scobleizer on Twitter). To use Aardvark, you have to sign up and become part of the Q & A community. To ask a question, you just go to vark.com, login, and submit your question. Aardvark figures out the related category then emails potential responders that have expertise in that field.

Results

• The question received four highly relevant and almost immediate responses. That’s the main forte of Aardvark – you get answers fast.

Learning Points

• Make sure the question is brief and to the point. When people receive the response, they will most likely make up their minds in a second as to whether or not they are going to respond. If they have to figure out the question, they’ll be less likely to respond.
• While Aardvark provides rapid responses, it limits the number of responses. There is a “resubmit” feature though.
• I communicated with each person that responded and asked for permission to mention their response in the blog post. This is a great way to extend the conversation and get more helpful information.
• CAUTION: I’ve only used the Q&A feature a couple of times and I did not realize that the conversation was all posted online. Make sure you review your privacy settings and be careful what information you transmit.

Video Transcript