Social media success and the idea of sensei

Posted by Christopher S Penn on Mar 19, 2009 in New media, Ninjutsu, On ko chi shin | 0 comments

Sensei is an interesting term in Japanese culture and the martial arts. Traditionally, most people translate it as “teacher”, and the term is applied as an honorific to doctors, lawyers, teachers, and others of high esteem. If you dissect its meaning and characters, it literally translates as “before born” in the sense of someone having gone before you, blazing the trail ahead. A sensei is someone who has gone before you and has experienced all of the things that you as a student are running into now.

For example, in a particular martial arts kata (routine or exercise) I remember stumbling over one movement time and again, and my teacher helped me to get past that because he’d made those exact mistakes when he went through the exercise. Now, as an apprentice instructor at the Boston Martial Arts Center, I see my juniors going through that exercise… and making those same mistakes, which I then help them to get past, relying on my teacher’s advice to me.

What does any of this have to do with social media? Here’s what: unlike martial arts, where you have to rely on slightly fuzzy (or very fuzzy, depending on how many times you’ve been hit in the head) memories of what someone has gone through, in social media you have a gigantic written record in our blog histories. Justin Levy made this point at SMJ Boston, and it can’t be underscored enough.

Want to know how folks like Chris Brogan or CC Chapman got to where they are today? Want to achieve things similar to what they’ve done? Look back in their blog histories. Look what they did to get things rolling – like Chris Brogan’s Grasshopper New Media (does anyone remember that?) or CC’s Random Foo productions. Look back at the original PodCamp from 3 years ago (seems longer than that, doesn’t it?) and see how that got started.

(Food for thought: if you live on Twitter, this historical record is much, much harder to come by. Keep your blog alive too.)

The end goal of a sensei in the martial arts is for a student to surpass their teacher so that they can explore, learn, and grow together as colleagues rather than in a rigid hierarchy of student and teacher forever. Once you get to a certain level of expertise, each begins to learn new insights and share them with the other so that both can flourish. Each has something to teach the other and to learn from the other.

As you develop your social media skills, as you look back at the written record of where we’ve all been and where things are going, remember to catalog your own insights so that when your juniors are coming up through the social media ranks, you can share with them all you’ve learned as well.

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Seeds of the recovery

Posted by Christopher S Penn on Mar 16, 2009 in Economy, Money | 12 comments

The seeds of the economic recovery are beginning to sprout a little. While the broader economy still has a lot to shake off and the investment, credit, and financial markets still have more garbage to take out, there are small signs of recovery underway that will eventually grow to big signs down the road. A few anecdotal pieces of information:

- It really looks like commodities have bottomed. They’ve flatlined for almost a full quarter, which is a major improvement over freefall. Sure, some of it is speculative, especially in gold, but lots of it is just ordinary business.

- BDI has bottomed and is slowly edging back up. If you’re not a follower of the world of freight and shipping, BDI is the Baltic Dry Index. Unlike other indicators, BDI is a price index to put stuff on ships. Unless you’ve got sales, you don’t spend the money to put stuff on ships and haul it across oceans.

- In a few conversations over the weekend, there’s a lot of new entrepreneurial activity going on. I talked to one guy who’s starting up a cash-basis real estate venture, working deals with landlords to manage vacant properties. Another guy is entering the biotech small business world as an importer of scientific equipment. Still another is doing regional direct resales of telco gear from shuttered companies.

One very interesting commonality among all of the folks I talked to with entrepreneurial ventures is that all of their business models – which at first glance appear quite sound – are also entirely cash-based. No one is touching credit, lending, or any form of debt either to run their businesses or as a way for customers to pay for services or goods.

This is likely to be the trend for a while, I suspect. No one is talking about equities, lending, or speculation, and rightly so – those markets are still incredibly unstable, subject to additional losses, and frankly, who wants to invest in the companies that got us to our current economic situation?

What does this mean for you? There are new opportunities beginning to spring up. If you have cash, if you have capital, there may be some great new opportunities to put it to use, either as an investor or an entrepreneur. If you’re looking for work, search more than just the big job boards – dig deep, use Google, find new businesses in and around your area. You might just find that ground floor opportunity you’ve been looking for.

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Public Speaking Starter Kit

Posted by Christopher S Penn on Mar 13, 2009 in Presentations | 5 comments

I thought I’d share some resources that have been helpful to me developing my public speaking skills over the years. Some are free, some require some investment, but all are worthy. If things are a little tight financially, definitely start with the free.

Free

Garr Reynolds on effective presenting at Google

Sample effective slides by Garr Reynolds

Dale Carnegie’s The Art of Public Speaking book

TED Talks, my favorite conference video collection for examples of outstanding speakers

Not Free

Presentation Zen by Garr Reynolds (Amazon) [$]

Made To Stick by Chip and Dan Heath (Amazon) [$]

What public speaking resources help you make the most of your time in front of others?

Disclosure: Amazon links above are affiliate links that pay a nominal commission to my employer, the Student Loan Network.

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It IS A Numbers Game – Thinking About What Numbers Actually Matter

Posted by Christopher S Penn on Mar 10, 2009 in Marketing, Metrics, New media, Social networks | 3 comments

It IS A Numbers Game – Thinking About What Numbers Actually Matter

Jeff Pulver asked me to speak at Social Media Jungle: Boston and gave this intriguing guideline:

At Social Media Jungle, our discussion leaders will be presenting their talk as if they were sharing a blog post. And the people in the room will be asked to provide immediate comments to the content being shared which in turn will start a conversation.

So here’s the blog post we’ll be sharing. What numbers do matter in social media? After all, if you intend to use social media for business, then numbers have to enter the conversation at some point – but what numbers? Is it numbers of friends, followers, connections? What about the stalwarts of marketing – leads, conversions, sales? What really matters?

To answer this question, think about your typical marketing funnel:

Audience – who’s eligible to use your product or service
Prospects – who in your audience is most likely to use your product or service
Leads – who in your prospects you’ve reached out to or made a connection with and has expressed interest in your product or service
Conversions – who in your leads has made the decision to get your product or service
Evangelists – who in your conversions to customers loves your product or service so much that they’re eager to talk about it

For any given product or service, you can attach definable numbers to each of the stages. But that’s not enough, not to grow a business by.

See, the trouble with numbers like this is that they answer the question of what. What happened? What isn’t enough, though, because you’re dealing with human beings, and that means in addition to what, you also have to be able to address why. Why did something happen? Why did the lead choose product one over product two? Why did the customer abandon you?

This is where communication matters most. A high bounce rate – the number of people who visit your web site – may mean people hate your site and just leave in disgust. It may also mean people found exactly what they wanted on your site thanks to great navigation and content, got what they needed, and moved on. Which is the truth? If you don’t ask why, if you don’t ask the customer why, you’ll never know – and that means you may be making business decisions based on faulty assumptions.

I can’t tell you the number of times I’ve heard a marketing executive say, “Well, I think our customer wants X” or “I think our customers are buying Y on our site because…” and be completely wrong because said marketing executive wasn’t the customer. If you don’t ask, you’ll never get to know why, and that in turn blinds you to the most important question of all…

… now what? You know what’s happening. You know why it happened. Now what? What do you do to steer yourself or your business in the direction you want it to go? This is where experience matters most and where scientific thought is imperative. Once you know what numbers aren’t meeting your expectations and why, you have to come up with a few scenarios to test and examine.

For example, in old school email marketing, we know for sure that the open rate of an email campaign is principally governed by the subject line. The subject line is the digital equivalent of the envelope, and if the envelope is unappealing, no one’s going to open it, even if the contents are valuable. So you test – you fire off a series of test messages with different subject lines and you assess which subject line had the best open rate. Do this over and over again, and you begin to get an instinctive understanding of what subjects work best for your audience.

So those are the three questions that you need to apply to any kind of numbers – what happened, why did it happen, and now what? Let this relatively simple – because simple doesn’t mean easy – framework guide you in judging which numbers should matter to you. Let’s look at a few numbers that might or might not matter.

ROI: ROI is a largely unhelpful number. It’s important, to be sure, because in this economy you absolutely want some idea of what you’re getting for your money. ROI is only a small piece of the puzzle, however, because knowing ROI doesn’t necessarily lend insight into the why or now what, and that’s what makes it unhelpful. Can you judge social media ROI? Sure. Just ask a customer how they found out about you. If the answer is never social media, then social media’s obviously not working for you. That said, ROI doesn’t especially guide you to understand why you’re not getting the financial results you want, nor does it especially lend insight as to what to do next.

Audience: Does the number of followers/friends/connections matter? No. Does the number of right followers/friends/connections matter? Absolutely. My favorite example of this is the Gulfstream salesman. If he has 100,000 followers on Twitter but none of them buy an airplane from him, then he’s not going to get the results he wants. If he has 3 friends on LinkedIn but two of them buy airplanes, then that’s all the social media he needs.

Views/Visitors/Visits: Again, another what number, but at least this one tells you if people are finding their way to the destination you want them to get to. If they’re not making it here, wherever here is, then it’s worth digging into why. It may be something as simple as a URL that no one can spell correctly or as complex as your brand’s association with something unpalatable.

Leads: A what and why number – what happened tells you how many people want your product or service, and communicating with them will lend you the insight you need as to why – what was it about your product or service that made them want to take action.

Customers: A what and why number – what happened tells you that people find your product or service valuable enough to make a tangible commitment to it, and asking why should lend you guidance in understanding what most compelled them to make that final jump.

Do you see a trend here? The more valuable numbers are what and why numbers – they’re numbers centered around a behavior as opposed to a static fact. The more action required of someone, the more commitment given, the more insight you can gain into the number and the more action you can take because of it.

Take a look at your social media efforts. Whenever and wherever you are trying to apply some numbers to your social media efforts, ask yourself the trifecta of questions with an eye towards action. Does this number answer what happened? Does communicating with the customer answer why this number is what it is? Does knowing the business and your fellow woman or man tell you what you should do next to improve that number?

See you in the jungle.

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Bring the player, not the class

Posted by Christopher S Penn on Mar 5, 2009 in New media | 4 comments

There’s a peculiar expression that accompanies World of Warcraft that needs to make its way into social media, and quickly:

Bring the player, not the class.

In Warcraft, there are different classes of players – mages, paladins, shamans, etc. Each of the classes has different traits suited to different kinds of players and playing styles. One of the most common sources of arguments, debate, and complaints is X class is better than Y class, to no one’s surprise.

Blizzard Entertainment, the company behind World of Warcraft, has said that it designs the game to be as balanced as possible, so that no one class is better or worse. The expression they use is bring the player, not the class, especially with regard to difficult challenges in the game.

Their belief is that a skilled player will make the most of the classes that suit their personal style of play best, and that a class in the hands of one player may be outstanding, while a different class may be a disaster. I know from personal experience that playing a frost mage suits my temperament and style best, and being a Death Knight tank, not so much.

Bring the player, not the class is the advice Blizzard gives to its guilds and groups in the game – find the best players you can, and class will sort itself out. Bring the best players you can, and you’ll defeat the enemies you’re to face.

So what does this have to do with social media?

Bring the producer, not the medium.

Which is better, Twitter or Friendfeed? Which is better, video or audio, blogging or podcasting, YouTube or Qik…

You get where I’m going. Your content will dictate which forms of social media you participate in (some content is better in one format than another), but what will govern your success is YOU, the producer. How skilled you are and what you’re most comfortable with will do more to contribute to your success than any given platform by itself.

Just as a Warcraft player’s spec (Blood vs. Unholy vs. Frost vs….) doesn’t make that player any better or worse, neither should your choice of medium make you any better or worse a media producer. Find the forms of media that best suit your style, content, and what you want to communicate. Try as many as you practically can to see what’s available, but recognize that some will feel better to you. Do those. Even if they’re currently unfashionable (podcasting was so 2005? Tell that to the listeners of the Financial Aid Podcast or Marketing Over Coffee) if they fit you best, you’ll create and produce media best in them.

More important, invest time in making yourself a better producer! Forget about being a social media expert. They’re a dime a dozen, if that (hey, it’s the Great Recession, everything’s on sale). Be an expert in a subject or field and use the best form of media available to communicate it, old or new, social or broadcast.

One of the best pieces of advice ever given to me was from my Edvisors CEO, Joe Cronin, who years ago said, don’t be a podcasting expert, be a financial aid expert who has a podcast. In terms of doing the most good and helping the most people, that advice has paid off handsomely. I know plenty of social media experts, gurus, wizards, whatever, and none of them have helped a family put their kid through college.

Bring the player, not the class is sage advice to guilds and raids in World of Warcraft.

Bring the producer, not the medium is the pathway to long-term success in media, social or otherwise.

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