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Category: Business & Communities

The difference between social media strategy and social media as business strategy

Published September 5, 2009 by Jo Jordan

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Social Media Strategy

Social media strategy is like our marketing strategy, our HR strategy, our IT strategy, or indeed, strategy for any part of our business.

Our social media strategy is part of our overall business strategy and it looks specifically at the events, opportunities and difficulties that we expect to encounter in the next five years.  Our strategy plan and document describes what we intend to do about the challenges and events as they occur.

Because social media strategy is so new, our social media strategy is likely to begin with “we don’t know what will happen in social media but we do know that we will use it more”. “We also know that younger people will expect us to use it and older people may have difficulty understanding it”.  We know that we are going to need resources to monitor developments, develop policies, and deliver training.

A loose structure is probably the best to use.  In a large corporation, I would pull people who are interested in working in social media into one place.  I would survey our skill levels across the corporation, and I would organize unconferences to suggest ways to use social media in part of the business.

Far from banning Facebook at work, I would encourage it – but in a thoughtful way.  I would ask associates how they would feel if our business encroached their personal space.  I would ask them which of their friends are interested in our business.  I would bring together their ideas about how we would use social media, and their thoughts on the opportunities and risks that social media brings, and about the policies and training that we need.

Social media as business strategy

The wider question about social media in our business strategy is a lot more interesting.  When we jump up two levels of management to the Board and ask “What business are we in?”, we find that businesses are changing dramatically because of social media.

At this level, the specifics of social media are less important. At this level, the general principles help us think about the way whole businesses will change.

Now if we are in a business like deep water oil extraction it may be quite difficult to imagine how social media will change our business.  If we are in a knowledge and service business like universities, it may be hard to take in that our industry may just get trashed by this emerging art form.

It is very likely that our Directors, being older, have little ‘feel’ for changes on the horizon. It is also very likely that the Gen Y in the business have neither a ‘feel’ for our business nor indeed, the conceptual understanding of social media to be able to brief the Board on the possibilities.

Herein, therefore is another task for the ‘social media function’ – to gather ideas – wild and woolly or concrete and specific – any ideas about the impact on our business.

The purpose of a social media unit

The purpose of that unit is not to define the answer.  That is the work of the Directors.

The purpose of the unit is to structure the conversation so that Directors can start to ask better questions.

We are winning once the Directors are asking good questions for the social media strategy group to answer.

Wouldn’t it be fun to do this work?

And for your business and mine?

  • What are the questions that you ask about your business and social media?
  • What questions are you asking?
  • What puzzles you?
  • What would you like to know more about?
  • What do you dismiss with a wave of your hand – and so really should put back on the table?
  • Where will social media put your business significantly ahead of your competitors?
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Here’s A Fun Way to Find Your Customers

Published August 25, 2009 by Jo Jordan

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Your personality, your wine, your personality?

Via Flowing Data, a useful little chart on the personality of wine drinkers by wine preference.  A little fun and worthy example of good marketing.

Our first job in any business is to imagine our customers

The 1st of the 10 Sun Tzu Rules of  the Networked World asks us to imagine communicating with each one of our fans.  But for noobes, we have a bigger problem.

Just who are our fans and when do we interact with them?

An easy hack to get started

A good hack is to collect the scenarios describing our meetings with our customers – even those in our imagination! – and sort them into a colour wheel – like the vintners did with their wine.

What is your wine by the way?

Mine was always a Shiraz.  But I have mellowed to a Pinot Noir.

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Ignorance is bliss but please don’t charge me for your services!

Published August 25, 2009 by Jo Jordan

It’s a good thing they don’t know

Today I had glass of warm water and a few drops of lemon juice for breakfast to allow the medics to do a fasting blood test.  A fasting blood test helps them get ‘reliable’ readings for something for other.  Happy in my ignorance.

We spend most of our waking hours in ignorance of what we are doing or why – happy to let someone else decide.

So, for those of us who have taken it upon ourselves to teach, we find ourselves in a daft situation.  We can be annoyed when the knowledge of our profession is not taken seriously.  We are seriously annoyed when the professionals in our field don’t know the basics.

And none of us really know

To talk glibly of “evidence-based practice” is really rather irritating.  We boil water for our glass of warm water, in many countries in the world to kill bugs.  But let’s face it.  Many bugs survive boiling water.  Some thrive in concentrated sulfuric acid.  What we mean is that of the things we know how to do and can do in our kitchen, boiling water is pretty useful at killing some bugs that kill us.  A very northern hemisphere idea, btw.  It’s just as good to put your water in a clear bottle and leave it in the sun.  But of course, there is not to much sun in the UK.  It works fine in hotter climes.  Do you get my drift?

We need to communicate in terms that can be understood

All our knowledge is based on custom and folk-lore and we are not exempt.   To pass on knowledge to people who are not experts in our field in language and practice they can relate to is not a disgrace.  It is a professional necessity.  They don’t want to know the ins and the outs.  They want to know what to do.  They are leaving uswith the responsibility for the result.

It is a disgrace not to know the basics

But what a disgrace it is to not know the basics.  When we start to believe that boiling water kills bugs rather than some bugs do not survive boiling water, then we perhaps should have our license take away.

Knowing the basics leads to creativity

It is knowing the basics that helps us think of new solutions.

Imagine if I were on the proverbial desert island, wouldn’t it be better to have the idea in my head that I must get rid of bugs in the water that might kill me.  I am abundant in my ignorance.  There are so many bugs that can kill me and fair handful that scientists don’t even know about yet.   Therefore, the question is not what is the solution but what are the many ways I can ‘purify’ [another misleading idea] the water.  And the right action is to do what I can and begin as General Colin Powell says, when I have a 40-60% chance of being right.

Research-based practice or more snake-oil?

So don’t talk glibly of research-based practice.   You are trying to wave a spell in the air.  Actually, you are trying to get me to pay you more money.

Show me your protocols.  And make sure

a. They are intelligible to me

b. I don’t know more than you

Otherwise, we might just chase you out of town.  We won’t call you a witch, because that is still illegal in UK, but we won’t allow you near our food.  Get your own.

Show me your protocols – in language and experiences I can understand and where I can see the goal and the basic idea.

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No 3 of the 10 Sun Tzu rules for a Networked World

Published August 21, 2009 by Jo Jordan

How can we send one message to the fans about what is happening and why it is important?

This rule looks innocuous. After all, how hard can it be to write one short message of 100 or so characters that sums up what you want to say and why it is important?

Do we convey our understanding of the world – or do we get distracted?

The original example was provided by Umair Haque when he wrote his rules for 5G warfare in the current healthcare debate in the States.  Often we start rebutting another version of reality when we should be stressing what is important.

We get a sense of what is important or not in the way a message is framed.  Framing a message tells us which facts are important.  Once we see which facts take us where we want to be, we can ignore the noise.

An example we all know too well

One of my favorite examples of lousy “feed forward” is the progress map that passengers are shown on a long haul flight. Bad, bad idea. We do not want to be reminded that we have 10 more hours in a sardine can. Personally, I don’t want to be reminded that I have no control. So I switch off and don’t look.

But if the message were overlaid with colours that related to “lights dimmed for sleeping” followed by another colour for “lights brightened & breakfast” and another for “seat belts fastened and preparation for descent” and another “descent and landing”, then we would have a sense that of what happens when and even a sense of urgency about curling up and having snooze while we get the chance.

Then I would look. Then I would experience as sense of comfort and relief.

Who drew the map?

It is the framing of the message that digs deep into professional expertise.

Novices are famous for noticing superficial detail A medical student remembers what you wore. The consultant remembers what they diagnosed and prescribed (they don’t even remember your symptoms!)

An expert chunks; relevantly.

Our job as leaders, influencers and communicators

What we are going to do is supply our expertise in a chunk that is intelligible to our fans – and yet adds tremendous value because it is the right chunk.

What are the chunks that matter? Make sure you know. Then you can package them easily.

And this is what you, as the expert about your product and service, knows best.

The social media component comes with framing those chunks in language your clients can understand in re-tweetable messages of 100 characters including a link back to resources for your fans to dig deep.

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Hack for No 2 Sun Tzu rule for the networked world

Published August 20, 2009 by Jo Jordan

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The 2nd rule 0f the 10 Sun Tzu rules of the Networked World

Make our messages as small as possible.

An example

Once again, this rule is intimidating at first, but we can be assured that if pundits are telling us to do something, then they already know how to do it. So for an example, have a look at the link to BNET that I posted yesterday morning to a handy resource for Prospect Qualification.

Note well how they have worked out a simple decision tree and each step is small enough to do.

The General Idea

This is not a new idea at all. We often break complex jobs into small steps.

We are not, however, making information chunks small for the sake of it.  If we do, we are in danger of disemboding information and rendering it unintelligible.

But feed forward and feedback must come in ‘glanceable’ amounts – like the speedometer on our car. The information must arrive at exactly the point that we need it (not at exactly the point Head Office feels like sending it!)

Our Overall Goal

To think in networked terms, I want to reach everyone one of my fans and I want to reach potential fans – the friends of my friends.

So I have to think like Twitter.   Not only do I keep my messages under 140 chars, I allow for the RT and keep them even shorter!  After all, they are 5 times more likely to be read when they come from a close friend.

The technicalities are easy, it is the substance that counts.

The technicalities can be learned quickly enough. What is harder to work out is when and where people need information.

And the viral potential of the message

Hairdressers are often very good at txting reminders for appointments.

What we need too are messages that will go to the “end of the line.” What are we likely to retweet because we want other people to know that information too?

My local deli for example, could tweet its specials to customers who have requested tweets. That makes it easy for me to retweet and invite someone to lunch.

Hack for the 2nd rule

For each customer group that we have identified in 1a and judged to be a qualified prospect in 1b, we can ask:

  • What information do they need from us to organize themselves with people around them?
  • What is their purpose when they use my message?

Isn’t that why we love resources so much?  They become a lego block in a project of our own.

Recap of the 2nd rule

So we need to go back to the scenarios for defining our fans in 1a and think again.  Do we know what our potential customer is trying to achieve?

When we do, communicating is ever so easy.

(And it is so hard, when we try to jump steps.  Find time this weekend to work on your scenarios!  You can do them in the shower, in a walk in the woods, while waiting for your daughter to finish ballet class!).

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3 prongs of HR in our Networked World

Published August 20, 2009 by Jo Jordan

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10 Sun Tzu rules for the networked world

I am currently writing about 10 Sun Tzu rules for the networked world and I stopped to consider the specific issues faced by startups – defining their fans & customers.

For HR too

HR are another group who face special problems. HR are last to the party and we often feel that there is little we can do about the structure and climate we inherit.

Well there is.

HR in the Recession Stressed World of 2009

First, promote positive psychology.

Full press. Positive psychology is the biggest favor we can do for our organization.

And to develop an infectiously positive outlook, we personally will take more vacations, play more golf, laugh more, and have fun! It begins with us.

Second, read the 10 Sun Tzu rules for the networked world

Originally written by Umair Haque to defend networks under attack, the rules provide a framework for an organizational structure that will work in today’s fast moving world.

Our structures will be a little different to the ones we have now.

The job of corporate HR in a networked world

Why do we need an organization anyway?

In the ‘corporate’ office, our task is to develop the collective properties of an organization that the people out in the field need to compete effectively.

We, for example, work on discounts that make it easier to get good rents in the shopping malls. But we don’t sign exclusive deals that block the initiative of the people in the front line.

We conceptualize the meaning of the collective.  But ot in terms of return on our funder’s capital.  Interest on capital is incidental to our business. So are we, actually.

We conceptualize why the field units are better off working under one umbrella and we work out which aspects of the organization must be coordinated and which do not have to be.

That’s what we went to university to learn and that’s how we contribute significant, inimicable value that exceeds the cost of our salaries.

Just how lightweight can the organization be?

And then we execute those aspects of coordination in as light weight form as we can.

If capital is needed, so be it. But we don’t become prats and hand-over the business lock-stock-and-barrel.  We let the funders have their % return.  That is all.

Take the initiative to lead us into the networked world

And we step-up! This is the age of sweat equity. We are in the age of organizing ourselves around our talent and around our relationships with customers.

This is our task as HR managers of the 21st century

1.  Conceptualize the organizational structures that add value to the business.

2.  Organize the corporate office to add that value.

3.  Help talent make the transition from solo operator to team player and from talented employee to customer-oriented professional.

That’s what we do now. We are the entrepreneurs of the 21st century!

And if you are not in corporate HR?

Start learning.

You can activate positive psychology in the workplace without anyone’s permission.

Indeed, if they are inclined to say no, that is all the more reason why you must activate positive psychology, for the sake of your own mental health.

If you don’t understand that argument, contact me, and I will explain.

And activate social media for the functions you do control.

All works parties, sports teams and fund raising can be managed with social media.

Begin, so your skills are up-to-speed when you need them.

To recap: HR in the Networked World

1.  Positive psychology

2.  Social media

Why?

1.  We want to find the organizational structure that brings value to business.

2.  We want to organize the corporate office to execute the structure to add that value.

3.  We want to help each and every person in the organization go from being solo-performer with talent to a customer-oriented professional who is supported by a team and supports a team in turn.

I have my mission. I hope I have helped you find yours.

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Step 1b for defining your fans and customers

Published August 20, 2009 by Jo Jordan

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Laying out your social media campaign

Yesterday morning, I posted 10 Sun Tzu rules for the networked world.  These are 10 questions to guide our social media strategy – beginning with describing our fans and ending, with  issues which confuse the fans and which we need to address.

Startups have special issues

Start-ups struggle, or rather panic on the first question.  Who is my fan?  I know who speaks to me now, and I have a vague idea about who I want to speak to – and there is a biiiiiiiiig gap.

Pupils dilate.  Heart pounds.

How can we define the fans we have never met?

All is not lost.  We have a hack.

Last night, I posted a really simple way to imagine speaking to that customer that we haven’t met yet.

It’s a really good technqiue for describing fans and customers we hope to have but don’t have yet.

Get our scenario-writing going

Try it.  Get rid of that anxious feeling !

You’ll be surprised at how quickly you can  imagine the scenarios.

Once you are imagining meeting your customers, you can start defining your sales process

Once you can imagine your customers, the next important step is to figure out who is ready to buy.  And if they are ready to buy, do they have the money and when will they have the money?

Finding the best customers

For those of us not from a sales background, approaching customers is seriously intimidating and meeting with dead-ends is disheartening.

BNET came timeously to the rescue yesterday.  Here is their step-by-step “prospect qualification” system.

It breaks these larger 4 questions into baby steps.

  1. Do they need what you sell?
  2. Do they have the money to pay?
  3. Who does the buyer have to consult and who makes the final decision?
  4. When might they buy and what determines when they might buy?

It’s a very good idea to take one of the fans you described and step through these questions.

The questions seem to loop into each other towards the end so just revert to the pages 1-17 and click throught to the end!

Making progress?

Is this coming together for you?  It should be.  Do let me know!

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First step in using 10 Sun Tzu Rules in the Networked World

Published August 19, 2009 by Jo Jordan

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It is hard for a start up to get started on their social media strategy because they can’t describe their fans

Earlier today, I posted a reworded version of Umair Haque’s 10 Sun Tzu Rules in the Networked World

The first rule gives new startups a lot of trouble. “Who are our fans?”

People going into their first job or making a career switch have the same trouble. How can we say who we work for when we know so little about them? When we are asked too abruptly to describe our future customers, we feel very anxious and tend to freeze.

Freezing in terror is a common psychological response to the unknown

Freezing falls into a common ‘class of problem’ that positive career psychologists can sort out for you. This is how we think about your predicament.

We are on the edge of canyon staring at a frayed rope bridge, and our eyes are naturally drawn to the long drop down. It is sickening.

But we have all heard the advice – don’t look down – and it is good advice.

The solution is to focus on what we have going for us

What we have to do is to take our eyes off the long drop down, and take stock. Take your eyes off that drop now, and look at your pockets.

What resources do you have? What is in your pockets? Do you have a map? And so on.

Feel better?

Now we want to keep our focus on what is going for us

A tricks of the trade will help.

I found this version of an elevator pitch that will do the trick.

Hello, ____________(their name).  I’m ___________ (my name).

I heard/read in _______________ (source) that________________________________(event/issue).

Perhaps, ______________(co name) should consider__________________________(my brilliant idea.)

As _____________(informal/formal position), I __________________________(achievement/activity).

And ________________(result).

So what do you think?

Thank you.  I would like to continue this conversation. Here is my card.

And we should spot a solution quite readily

I am sure your potential customers can swimming into your imagination quite vividly. In fact, you are probably surprised (and impressed) by the clarity and detail that you imagine!

Did it work? Do let me know.

Oh, and do jot down a few scenarios down before you lose the pictures.   Then you can see if your social media strategy falls into place easily.

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10 Sun Tzu rules for the networked world

Published August 18, 2009 by Jo Jordan

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On Saturday, Umair Haque published the ‘Sun Tzu’ rules for the networked world.  It is an important list.  I am sure people who need to defend themselves against networked attacks will study the rules closely.

I wondered, if the rules could also tell us something about social media strategy in non-crisis situations.

So I’ve re-written the rules for normal engagement.

What do you think?

The rules are in very straightforward language – I hope. I say this to alert you that in each rule is a critical point that must not be lost. In the first, for example, the issue is speed. If you can reach every one faster by sending out runners, then do that. Don’t use social media for the sake of seeming modern!

Sun Tzu rules for the networked world

1  Who and where are our fans? How quickly can we reach our most remote “fan”? Could we reach them faster through Facebook, Twitter or any other social media channel?

2  What is the smallest chunk of information that makes sense? Can we break up our information into sensible small chunks preferably less 140 characters of a text message?

3  How can we send one message about what is happening and why it is important to the fans?

4  How can we break up our communication into cells so that if anyone part goes down, other parts are unaffected?

(Test: is there any one break that would crash the whole communication system?)

5  Can our fans quickly access resources and tools for them to respond to any meaningful scenario without referring back to us?

6  How do we monitor trending topics and join in relevant conversations?

7  What do we think are the appropriate ways for us to behave online and do we explain to our fans why we choose to behave as we do?

8  How do we help off-line groups and what resources do give them to help them organize themselves?

9  How do our fans remix our resources creatively and which formats help them do this?

10  What confuses our fans and where does confusing information emanate from? How can we counter the confusion at the source?

My first test of the Sun Tzu rules for the networked world

My first attempt to use the rules tells me that startups feel stressed on the first point. Startups understand too well the gap between their actual customers and the customers they desire.

The solution I will try is to help them draw their graph. I am going to write out a scenario for them (write out not just imagine) describing an existing customer or prospect.

  • How does the startup contact the startup and how does the customer or prospect talk to other people?
  • How does the customer or prospect reply to the startup?
  • Should someone hear a good word through word-of-mouth, how would a new prospect ask existing customers about the startup?
  • And what would they approach the startup about?

I will keep it concrete to avoid panic.  Write, write, write will be my plan because activity relieves anxiety.

Any comment about the rewrite?

Have you been able to use the list?  I’d be be interested in your experience.

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You really must be in a positive mood to get the job of your dreams

Published August 15, 2009 by Jo Jordan

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I am ever so grateful to Daryl Tay who blogged his successful search for a social media job in Singapore.

Now Singapore is a prosperous place.  Daryl has a good degree.   And he is an adventurous outgoing guy who instigated Social Media Breakfast while he was an under-grad.

But Social Media is new industry and Social Media firms aren’t queuing up at University Career Days looking for bright-eyed bushy-tailed students to gopher for them on a two-year graduate program.

So Daryl had to make his own job and I think the contrast between his positive attitude and the unfamiliarity of his task really put into perspective my job as a career coach, and indeed, what you must demand of your career coach.

What you want from your career coach

Your career coach’s job is to get you into a positive frame of mind.

If you are feeling bruised and sore, you cannot think even think straight. You certainly cannot be sufficiently creative to find the job of your dreams in the hurly-burly and confusion in the marketplace.

What Daryl brought home to me, is that it is not good enough for me to tell you the theory. You probably know the theory at least intuitively.

I must get you into a good mood so you can search creatively.

Read on to see if I am on the right track

Mid 2009, Singapore

Daryl Tay, social media evangelist blogged his job search that led to Blue Interactive in Singapore.  Success!  A good agency, new challenges, freedom to blog!  The perfect first job for a newly-minted graduate.

Daryl puts his success down to the generosity of the social media world.  It is a generous world for the most part.  He passed on information about a job to an acquaintance, who reciprocated in due course, without being asked.  He followed up her lead, which led in turn, not to a job, but to ten more “names”.  He followed those up, and got 3-4 interviews, one of which was with Blue.

That’s pretty good by all accounts. I saw figures somewhere that in the US you should budget for 3-4 “qualified leads” from 100 approaches.  So Daryl did 10x better than average.   A 1000% gain!  Worth paying attention to.

What led to Daryl’s success?

  1. The generous ethos of the social media world.
  2. Singapore is relatively prosperous.
  3. Singaporeans are unusually punctilious in their business dealings. They don’t waste each others time.
  4. Daryl is well known in social media circles as he is an established blogger and hosts Singapore’s Social Media Breakast.
  5. Daryl took a degree in marketing including a semester in Canada.
  6. Daryl is a nice guy.

Yes, all these are true. What is also true is that Daryl did not mind having to make his own job. Nor was he offended by the people who did not respond to his approach. Nor did he seem particularly bothered by interviews that did not lead to jobs.

Has Daryl got a thick skin? I don’t think so. He has always seemed like a sensitive, responsive person to me.

The point is he was in positive frame of mind. So, his mind went automatically to two thoughts:

  1. What could he create?
  2. What worked well and what should he do more of?

Such simple questions but try thinking that way when you are in a negative mood! It is really hard!

Working with a career coach

By the time people come to see me as a work & organizational psychologist, otherwise known as a career coach, they are pretty fed up. The job market is not what they thought and they want me to make it responsive. They want me just to make the bad stuff go away!

The general pattern of career coaching is based on career guidance of old. It has changed a little, but not enough.

We typically go through four steps.

  1. With tests or other means, we figure out who you are.
  2. We match you to opportunities in the world.
  3. We prepare you for interviews.
  4. We celebrate or commiserate with the results.

Straightforward – yes, but wrong.

Positive career coaching

While you are in a bad mood, you see all the problems.  It is nothing to do with being optimistic or pessimistic.  It is a natural reaction and the recalcitrance of the world is very real to you at that point.   So our job is to get you back into a good mood.  Then you will do the rest yourself!

  1. We have to get you thinking about what you do well (most services do that, but it is not enough)
  2. We have to get you exploring the work world and identifying 10 companies whom you think are interesting.
  3. You need to know enough about these companies to approach them.
  4. You need to approach them (preferably working down the list from 6 to 10 so you can make your mistakes on the second half of the list).
  5. It helps to keep your coach on sides to discuss the results. You will decipher the feedback quicker and they’ll help you soak up any disappointment.
  6. Go after your top 5 companies with gusto!

That’s pretty much what Daryl did, but without the recovery from a bad mood at the beginning.

Does positive career coaching work?

I’ve often tried to get people to list these 10 jobs and predictably, they do it when they are in a good mood and they won’t do it when they are in a bad mood.

In a bad mood, they just want to pick up the paper, or go on the internet, and see a list of suitable jobs.

Your coach’s job, my job, is to get you back into a sufficiently positive frame of mind so that you list those 10 companies and work out what you can do with them.

After that you will approach them with a spring in your step, laughter in your voice, and mental agility that will delight even you!

It is not easy.   After all that is what you pay us for.   To get you back into a positive frame of mind.   When you are focusing again on what does work, it all clicks together and suddenly everything happens for you.

This is not positive thinking or wishful thinking, I might add. It is painstaking work listing and acting on what works until the world seems to be full of opportunity again.

To Daryl

So well done Daryl, and thanks.  I knew all this but reading your story brought home to me that it is not career coaching that is important.

It is focusing our minds on what works, regaining the positive mood, and sticking with you during the search to keep you positive.

Your success brought that home to me.  Well done!  A lot of people will take heart from your initiative.

To everyone else

Make sure your coach delivers. It is their job to put up with your bad mood until your recover your sense of humour!

Pay them well and buy them a good meal when you get the job of your dreams.  You’ll be good company by then. 🙂

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