Tag: ROI

Facebook Valentine

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Dear Reader, my sincere apologies for such a lengthy gap between posts. I so appreciate your attention to my musings, and I have missed you sorely. Contact me at elgantz @ yahoo.com if I can help you with social media, marketing, or communications.

On Friday, January 8, 2010 I received a Valentine’s Day card from my Mother. She has always been quite enamored with all things mail—postal, that is, so I am never surprised when her cards arrive in multiples and even early, but this was significantly early, even for her. I remember a palpable queasiness in the pit of my stomach, but then, I had felt vaguely uncomfortable about my stubbornly aging parents for weeks. Then, late in the afternoon on Friday, January 29, I received a call at work that my Mother was in the ICU at Parkland. She had been rushed there after a devastating stroke.

I think my heart broke that day.

This was the beginning of an agonizing journey, including my father’s concurrent debilitating health emergency and affliction in February. I will refrain from the intricate detail, but I can tell you that pondering and writing about the theoretical vicissitudes of social media and well—just about anything—became somewhat daunting when dealing with all-consuming family health crises, especially when they came in duplicate, simultaneously—and when the relationships involved had been historically complicated in the best of times. I have been forced to recalculate, reconfigure, re-evaluate, and re-prioritize—everything. And pray most of the time.

Then, consider all of this in the context of an abrupt job “separation.” It’s just one more wave in what a friend has called my “Life Tsunami.”

OK, Universe, you have my attention! Now what?

Still, as a single mother of teenage boys, I have become quite adept at riding the “survival roller coaster” for the last ten years. Yet even Monsieur Maslow, guru of all things needy, would posit that I have many blessings to count amongst the mayhem—and you better believe I am grasping for every possible nugget of gratitude as I navigate the debris sprinkled across these choppy seas.

Fundamentally, I am enormously grateful for reconnection with my sister, Melissa, as we pilot the blind turns, brick walls, and back alleys of the frustrating health care labyrinth. My boys have shown considerable compassion and maturity inside the ominous hallways of ICUs and rehabs—and my friends and church family have provided me with exceptional support. But, one of my most surprising and cherished blessings has been social media—specifically, Facebook. I’m not talking about ROI or conversions or leads. I’m talking about the kind of value for which there is no metric, no Google analytic.

In those darkest moments of loneliness and fear, reading the sincere, heartfelt messages of my friends, near and far, recent and from years ago, on Facebook has been a true gift from God. The arrival timing of some of these messages has been nothing short of Divine.

This sounds somehow saccharin—even to me, but this precious prose has served a miraculous refuge of comfort and warmth for me—when nothing else in my rattled world has seemed steady or solid. The magic even came in the form of timely medical advice from Ann, a Northwestern pal I had not spoken with for years, who had actually worked with stroke rehabilitation patients. Amazing! So, in honor of those special souls in my life . . . here’s my true inspiration. I share a sampling of some of my favorite Valentines—even though it’s March:

From Stephen:
“The point is that we do not know why these things happen, and it seems like at ‘our age’ things should be easier. I am sure I am not the only one who knows and is encouraged by the fact that you will come through things wonderful, wiser, stronger, and maybe happier. Thoughts and prayers are with you.”

From Kim:
“Everyone of us is called upon, probably many times to start a new life. A frightening diagnosis, a marriage, a move, loss of a job; and onward full tilt we go, pitched and wrecked and absurdly resolute— driven in spite of everything to make good on a new shore. To be hopeful, to embrace one possibility after another— that is surely the basic instinct—crying out, ‘High Tide! Time to move out into the glorious debris. Time to take this life for what it is.’ ” — Barbara Kingsolver

From Joe:
“Prayers ascending, Elaine. May God’s abiding presence bring you strength, courage, wisdom, and peace to face this onslaught of challenge.”

From Laura:
“You are a gift to me, and I love you very much!”

From Carol:
“Holding you and your family in The Light.”

And from Amy . . . just hours before everything changed professionally:
“We can’t take all our fortitude and will and force the outcomes we want. But we can open our hearts and time to letting God be right in the middle of everything for us. Daddy and I just said goodbye to his Mom. We didn’t find God in the worrying about what to do for Granny next; we found God in the small stuff, like brushing her hair, and in supporting each others’ choices and process of holding on while letting go. Whatever you face, I trust you will face it with the openness and authenticity I see in your eyes when I look at your pictures. And you will never face it alone.”

With deepest gratitude! Share your mystical experiences . . .I would love to hear . . .

Will Social Media Make the Grade?

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Integrating social media into business in a meaningful way is more difficult than I thought it would be—academically speaking, of course. In fact, it’s really ironic. Though higher education is ostensibly about forging trails, igniting discourse, and driving innovation, the reality is that the business of academia is still working on how to maximize the high-octane power of social media. Methinks it’s probably just a little too out-of-control and outside the box for those venerable educational brands.

I think the real rub is the expectation of immediate results versus the fear of unbridled conversation. But it really comes down to justifying the opportunity cost (now that’s a vestige of my 25-year-old MBA trickling out of my baby-boomer psyche). Truthfully, social media may even be the ultimate paradox. In a world of 24/7 e-commerce, instant gratification, and auto-responses, business leaders want immediate profitability and irrefutable ROI. But social media in business is more about the journey than the destination. It’s process. And that’s very hard to justify in a dollar and cents world—especially in today’s, re-orged, laid-off, downsized, bailed-out, and bedraggled business climate.

As many experts have said about social media, it is more a mindset or behavior that a channel or tool, in the traditional marketing parlance. More and more, I see how companies really need to transform from the inside out. We must radically rethink everything—communication, marketing, and sales to truly maximize the power and effectiveness of social media—and marketing, in general. The online social media space is not an environment where ROI can necessarily be calculated based on standalone, one-off calls to action—but where we build an intertwined, 3-D, online “ecosystem” that enables customers, constituents, or alumni to respond—whether it is buying the latest alumni directory, dog food, or a tax preparation service.

It also means integrating a company’s brand and grassroots employee behavior into the rhythm of the social media dance. To be successful, we can no longer be afraid of engaging through our own profiles, website, and presence. We as small business can carve out a more profitable future if we are willing to fully engage in the opportunities. Granted, social media for business is a revolutionary concept. We must be willing to test, test, test, experiment—and even fail. We must also be willing to allocate time and resources. Some ideas:

1. Perhaps this means training a core group of employees (or volunteers for nonprofits) or interns to nurture, tend, and cultivate social media farm, as Chris Brogan calls it.

2. Start from square one on the brand, value proposition, and core products. It is important to analyze and synthesize online behaviors to best understand how to trigger them. Online activity is a very different behavioral energy from the traditional one-to-one sales call transaction. We must understand the dynamics of both.

3. We must spend as much time listening and participating online at posting calls to action. Social media expert Chris Brogan emphasized this in his recent Dallas presentation. This means actively posting, conversing, and responding on LinkedIn, Facebook, Twitter, FourSquare, Gowalla, YouTube, the university website, and blogs. The rehearsal is just as important as the performance. It’s about igniting behavior, interest, and activity – then making the pitch.

How will we know that we are successful? When we have increased our goal of social media lead generation and revenue impact, we will know. In addition, web response tools help us continually clean email addresses, physical addresses, and contacts. Streamlined e-marketing can also drastically reduce dependence on snail mail, thus enhancing the profit margin of each project.

What are the appropriate metrics to track? We will implement a series of initiatives and promotions for each type of product offering. We will measure their effectiveness based on fans, followers, click-thrus, and incremental increases in revenue. Key indicators:

• Brand activity and campaigns on Twitter, Facebook, Digg, blogs, online communities, and more traditional news.
• Website traffic.
• Conversions of social media traffic to leads and sales.
• Daily user engagement via online communities.
• Benchmarks for measuring the impact of social media efforts.
• Content on multiple blogs and syndicated content.
• Competitive programs and initiatives within the online product/service community.

A well-meaning, yet hopelessly pedantic friend recently sent me this quote that resonates for me in this context:

“Whatever you can do or dream you can, begin it.
Boldness has genius, power and magic in it.
Begin it now.”
Johann Wolfgang von Goethe

ElaineGantzWright’s blog is for people interested in using the Web and online marketing to drive social action. Elaine covers social media for education, nonprofits, philanthropy trends, online giving, cause marketing, random life musings, and more. Contact her — elgantz @yahoo.com

Literary Device

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I admit it. I like texting. I don’t know if it is the writer in me, the social media maven, mom, or bon vivant, but I am hooked. It took me a while to embrace it, but I have found the direct access to those I care about quite appealing. I can receive a quick text at work when my son gets home from school—or a little casual banter with a flirtatious friend—without the formality a phone conversation entails. I guess it’s part of the “instant,” byte-sized culture we are creating.

So, I suspect that’s why I haven’t stopped thinking about Stanford University professor Andrea Lunsford’s five-year examination of college students’ writing in the Stanford Study of Writing. From 2001 to 2006, she collected 14,672 student writing samples—everything from in-class assignments, formal essays, and journal entries to emails, blog posts, and chat sessions. What she discovered might surprise you. The reality is that the most popular technological tools and social media platforms continue to receive plenty of sanctimonious slander—from Facebook’s narcissistic drivel, to PowerPoint’s bullet-point prose, to Twitter’s unintelligible prattle. But in true train-wreck fashion, we just can’t seem to stop looking.

As many traditional academicians, such as University College of London English professor John Sutherland have moaned, social media and texting are “dehydrating language into bleak, bald, sad shorthand.” However, the new media guard thinks differently. The truth is that communication is evolving and morphing as breakneck speed, and we are right smack in the middle of maelstrom. Granted, it’s hard to achieve the perspective needed to make sense of it all. Professor Lunsford suggests:

“I think we’re in the midst of a literacy revolution the likes of which we haven’t seen since Greek civilization. Technology isn’t killing our ability to write. It’s reviving it—and pushing our literacy in bold new directions.”

The first thing she found is that young people today write far more than any generation before them. That’s because so much socializing happens online, and it almost always involves text. Moreover, they are writing more than any previous generation, ever—in history. They are immersed in a complex, often confounding, new space where writers and their audiences are now enmeshed. “The consumer has become the producer,” says Professor Clay Shirky. The rules of the game have changed, and communication mores have been literallyturned upside down.

Lunsford pins her findings to the pervasive psycho-sociological trends defining our culture. She says, “More than earlier generations, young people today are aware of the precarious nature of our lives. They understand the dangers that await us. Hence, writing is a way to get a sense of power.” Interestingly, comparing the Stanford students’ writing with their peers from the mid-1980s, Lunsford found that the writing of today’s students is about three times as long today—they have “the ability to generate more prose.” I guess expressing ideas about hard things requires hard words. And when grappling with hard things, “I don’t think it can be worked out in 140 characters,” Lunsford contends. How ironic.

Of all the writing that the Stanford students did, a stunning 38 percent of it took place out of the classroom. Lunsford calls this “life writing.” Those Twitter updates and lists of 25 things about yourself add up. The fact that students today almost always write for an audience—a real switch from the prior generation—gives them a different sense of focus and message impact. It’s almost as if we are narrating our own lives. In interviews, students defined good prose as something that had an effect on the world. For them, writing is about persuading, organizing, and debating. It’s about finding a voice and taking a stand—even if it’s a review of the latest movie.

The Stanford students were almost always less enthusiastic about their in-class writing, because it had no audience but the professor. It didn’t serve any purpose other than to get them a grade. How about texting those LOLs and emoticons? Are they eroding the sanctity of academic writing? When Lunsford examined the work of first-year students, she didn’t find a single example of texting speak in an academic paper.

At the end of the day, texting has it’s time and place. And, there’s the rub. It represents a fascinating dichotomy of communication. It is simultaneously immediate and intimate, yet passive. It finds you any time of the day or night (no matter where you are—except driving, I hope) in the soft, fleshy palm of your hand. But at the same time, it gives you the power to choose when and how you want to respond. To engage or not to engage—the new “text-i-quette.”

Some psychologists warn against this intimate anonymity—that it encourages risky behavior. Elisabeth Wilkins wrote in a blog post that “texting can rob our kids of the ability to interact socially”—diminishing the importance of body language and facial expressions. I think the evolution of email and texting has radically changed the way we communicate and how we express ourselves, but I’m not sure it’s something we can condemn or alter. It simply is. It is the new communications behavior and landscape, which is inextricably intertwined with the technological innovation that enables it.

What do you think of texting and the changing patterns of communication? How are they affecting us as human beings?

Elaine Gantz Wright writes about social media that makes a difference. Contact her at elgantz @ yahoo.com

Organizing Chaos in 2010

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Those who ponder the power and possibilities of social media—and its role in our organizations, lives, and culture are all positing predictions for 2010. But, at the end of the day, the big question on everyone’s lips seems to be, “What is the next big thing”? Will it be about catching the Google Wave, the open source document sharing platform—or will our growing mobile obsession drive the success of location-based applications like Foursquare and Brightkite?

Even the experts are unsure. However, I’m not sure forecasting the next Twitter is really the useful question—particularly for those us who focus on leveraging social media in a business context. Most thoughtful professionals I know—particularly in the educational advancement and alumni space—are looking for ways to harness the tools that are already in play more effectively and strategically. Approaching the social media landscape is a little like trying to take a drink from a fire hose—like organizing chaos. We all see the strength of the tools, but we wonder how it all fits and how it will make a difference in our organizations. With this concept as a backdrop, here is how I interpret my crystal ball:

1. Social Media Will Become Less Social.

First of all, I’d like to revisit the term “social media.” There is something about this nomenclature that sounds almost trivial or lacking in substance. I’d like to coin a new term – “engagement media.” It’s more active and deliberate. David Armano said on his Harvard Business School blog recently, “With groups, lists, and niche networks becoming more popular, networks could begin to feel more ‘exclusive.’ Not everyone can fit on someone’s newly created Twitter list and as networks begin to fill with noise, it’s likely that user behavior such as ‘hiding’ the hyperactive ‘updaters’ that appear in your Facebook news feed may become more common. Perhaps it’s not actually less social, but it might seem that way as we all come to terms with getting value out of our networks—while filtering out the clutter.” And I think David is spot on here. We will be looking for more sophisticated, relevant experiences—greater value and ROE, return on engagement.

2. More Enterprise Social Software Platforms Will Emerge.

As an extension of the above development, major software providers, such as IBM, SAP, and Oracle will continue to innovate and launch enterprise-grade social networking and Web 2.0 collaboration applications/suites. Already, Oracle has Beehive; Microsoft enhanced SharePoint with social media functionality, and IBM offers Lotus Connections. Targeted niche solutions will emerge to address industry and stakeholder-specific needs. Currently, many organizations are piecing together solutions with blogs on TypePad/WordPress—or investing significant amounts of time and money in developing in-house communities using tools such as Ruby on Rails.

3. Social Media (“Engagement Media”) Fundraising Will Become More Integrated.

Organizations of all sizes will see the value of fully integrated multi-channel strategies. Using social media channels alone for fundraising will not be as effective as designing coordinated campaigns and communication strategies that include traditional fundraising techniques. This includes email, your website, Google ads, face-to-face events, and managed promotion to the online and mainstream media. Beth Kanter confirms this predication and gives a great example. Just last week, GiveMN, a new online web site that hopes to encourage more Minnesotans to give and help create a stronger nonprofit community for Minnesota, raised over $14 million dollars in 24 hours using a multi-channel campaign.

4. Relevance and Ease Will Become Increasingly Important in Peer-to-Peer Fundraising.

There is no more compelling spokesperson for an organization or school than a passionate supporter. This is the core strength of peer-to-peer fundraising. And there are a range of scenarios—from a class agent soliciting annual fund gifts for his or her school, to a stakeholder requesting donations in lieu of birthday presents or wedding gifts for an organization. In fact, Facebook Causes now offers a birthday wish feature, and we will likely see more peer-to-peer fundraising applications sprouting up in the coming months. In 2010, I suspect donors will demand more meaningful interaction—not so much with organizations, but with recipients and “the mission on the ground.” Epic Change’s TweetsGiving 2009 connects friends around the world with Mama Lucy Kamptoni, who used income from selling chickens to build an innovative school in her village’s community in Tanzania. Last year, TweetsGiving, raised $11,000—with a goal of$100,000 this year.

5. Email as We Know it Will Become Passé.

As Erik Qualman says in his popular Social Media Revolution video, GEN X and Y already view email as passé. And the trend will accelerate—or rather, morph technologically. The New York Times iPhone application recently added functionality which allows a user to easily share an article across networks such as Facebook and Twitter. Many websites already support this functionality, but this next iteration of sharing behavior will gradually replace email list communications—particularly through the exponential expansion of mobile phone adoption. And this will provide renewed opportunities for withering content purveyors, such as traditional newspapers and network television. So, stay tuned. Fasten your seat belt.

It’s likely to be a wild ride! What are your prognostications?

Does “Unfriend” Really Have Lex-Appeal?

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This morning, Rex Petrasko, my savvy, smart, sincere executive vice president, closed our daily meeting with the announcement that the New Oxford American Dictionary had proclaimed the Word of the Year for 2009 to be “unfriend.” I smiled at him knowingly from across the room, because I had heard the confounding announcement hours earlier on NPR as I brushed my teeth.

When I heard the brief news byte, I paused for a moment, swallowed hard and considered the irony. First of all, how interesting that the Word of the Year would be a social media—even Facebook word. And “unfriend,” no less. How perplexing that the Oxford folk embraced the negative version of the verb-ized noun “friend.”

Unfriend: (verb) To remove someone as a “friend” on a social networking site such as Facebook. As in, “I decided to unfriend my boyfriend on Facebook after we had a fight.”

“It has both currency and potential longevity,” notes Christine Lindberg, Senior Lexicographer for Oxford ’s US dictionary program. “In the online social networking context, its meaning is understood, so its adoption as a modern verb form makes this an interesting choice for Word of the Year. Most “un-” prefixed words are adjectives (unacceptable, unpleasant), and there are certainly some familiar “un-” verbs (uncap, unpack), but “unfriend” is different from the norm. It assumes a verb sense of “friend” that is really not used (at least not since maybe the 17th century!). Unfriend has real lex-appeal.”

Christine, I think I beg to differ. “Unfriend” has a limited appeal, if at all, and it is particularly disconcerting in this age when people are desperate to connect on some level—electronic or otherwise. Friend, blog, text, comment, post, and tweet are all new inhabitants of the morphed communication lexicon. They are all terms for a new mode of behaving—a new way of being—not so much communicating.

I commented on my Facebook page status today that the Word of the Year might be indicative of the dark underbelly of social media. Merridith Branscombe, a Facebook pal and spirited, sassy woman from my Northwestern sorority days, commented, “It is fairly strange that friend somehow transformed to a verb; and that ‘unfriend’ is Word of the Year? I guess it’s not on the underbelly anymore, but in plain sight.

She is absolutely correct. It is in plain sight. We are connecting and disconnecting in plain sight—in front of God and everyone, and “there’s the rub,” as Hamlet said. Social media is less about communicating and more about behaving. At one point, my ex-boyfriend seemed more disturbed about my “unfriending” him on Facebook than about the actual breakup of the relationship. It gives me pause. Are we all more concerned about the virtual ramifications of relationships than the realities? Something to ponder—especially when we are all so hungry for valuable, real, authentic connection, and online experiences that are truly worth our time and attention in this choatic, often superficial world.

More and more, we are defining ourselves by how we interact, as opposed to what we say. The way we describe ourselves is really irrelevant. We are—how we are, as opposed to who we are. Same goes for businesses. Our customers are defining our brands—not vice versa.

“Unfriend” means that we no longer wish the “offending” person to be part of our online inner circles—our intimate online world, our defined universe. Our walls and tweet streams are sacred ground in many ways. They document our inner most thoughts and our profoundest dreams—our vulnerability and our humanity. As I have mentioned in other posts, “ambient intimacy” has come to describe the visceral nature of social media. Considering that an old boyfriend still might be lurking around as a so-called friend feels invasive, almost voyeuristic. But, how incongruent this seems in a word of open-source and “shareware.” It’s a paradox, indeed.

As the social web continues to explode with opportunities for connection and synergy, conversely, the need to maintain personal autonomy and control somehow intensifies. What do you think?

Accounting for Generosity

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We forget that there is no hope or joy except in human relationships.
— Antoine de Saint Exupery,Wind, Sand and Stars

moneyOne of my newest colleagues posed a provocative question last week. He actually has no shortage of insights, and I certainly appreciate living in an environment where questions are as highly valued as answers. Indeed, his inquiry is at the heart of what we do. What inspires alumni to give to their alma maters? More broadly, why do we give in general? At face value, this seems like a simple question, but the longer I work in the field of philanthropy, the more I understand its complexities. Actually, a myriad of responses come to mind—to address a critical need, to save a life, a response to the right appeal from the right person at the right time, a passion for a cause, a sense of obligation, guilt, helplessness, or quite simply— we are asked.

Traditional fundraising methods prescribe a deliberate approach built around the carefully managed steps of cultivation, solicitation, and stewardship. I remember hearing a development consultant stating that he could not imagine a better profession. He described an almost spiritual dimension—saying he felt truly privileged and honored to be in the presence of others when they are exhibiting generosity. And I think he had a point.

In fact, I addressed the sacred component of giving today. Though the Church historically and adroitly integrates giving opportunities into its core experience each week, the last quarter of the calendar year provides an opportunity to renew one’s annual tithing commitment. Making the direct correlation between generosity, one’s income, and one’s spiritual journey is quite powerful, indeed.

But research has shown there may also be a scientific component. I was fascinated to see the results of a study by Paul Zak, a neuroeconomist at Claremont Graduate University. The concept of a “neuroeconomist” is intriguing in its own right, but his work links the trait of generosity with oxytocin, a hormone released by the brain in response to social stimuli. The study showed that participants who were given oxytocin gave significantly more money to a stranger than participants who took a placebo. Whether or not there is a “fundraising drug,” (what a concept?) I think the epiphany here for all of us in the social media space is that meaningful, real engagement opportunities can create an environment that nurtures of generosity and an increase proclivity to give.

“The hormone causes a general feeling of attachment to other people, even strangers,” Zak says. That may help explain why people donate to victims of natural disasters or to others who are in need. “Oxytocin is a social glue that holds us all together and makes us care about other people,” says Zak, who has shown links between the hormone and trust in past research.

“If you have enough nurturing, if you’re in a safe environment, you might be more likely to release oxytocin the next time you encounter a positive social stimulus,” Zak says. Interestingly, he says that about 2% of people constantly have oxytocin being released by their brains, so they stop reacting to it. “Those people lack empathy,” Zak says. Although they can still learn appropriate behaviors, the reactions are not natural for them. Ha! I think I have met some of those people. Oxytocin means “swift birth” in Greek.

Whether you consider the hormonal reaction or not, it really all comes down to relationships—more about the intangible than the tangible. It is often first an emotional impulse of the heart, followed by a logical justification. We are all interconnected as part of a larger human web, and I’m not necessarily talking about the WWW variety here. We are human beings driven by:

Compassion. Regardless of cultural and familial experience, people everywhere are moved to respond when others are in need.

Pleasure. Brain scans confirm what we experience feeling of pleasure when we give. In a sense, it’s really “hard-wiring.”

Habit. If we watched our parents give, we likely internalized that impression. We understand—on even an unconscious level—that this is what good people do.

Belief. Whether we consider charity to be based on religious beliefs, philosophy, or universal values, we as humans recognize an essential imperative to take care of each other. These ideas are larger than self-interest and benefit.

Responsibility. When others are hungry, sick, frightened, without shelter and livelihood our society is put at risk. Our education institutions are driving solutions to many of society’s most pressing issues.

Legacy. When we give we know that we influence the future, sometimes only immediately and sometimes for a very long time. By creating a memorial endowment fund we keep our name and memory alive in the community long past the obituary.

The unknown. We may even have unknown reasons for giving—some even unknown to ourselves.

What do you think? And how is social media impacting generosity?

Elaine Gantz Wright writes about social media, fundraising, and other communications phenomena. Please post your comment below and join the conversation.

Hire me: elgantz@ yahoo.com.

Getting smart about online communities

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capI am excited about my new focus on helping universities, colleges, and private schools provide continuing, multi-dimensional value to their alumni through social media—and specifically, custom online communities.

The opportunities for engagement and exchange are rich and powerful in a higher education environment. Leveraging the strength of the profound personal connection through the “ambient intimacy” of online interaction can ultimately help increase giving, boost admissions referrals, and engage more alumni in meaningful ways. For alumni associations, the applications are very compelling:

• Increase investment in affinity products and institution-related activities.
• Enrich and deepen the institution’s “brand” experience for students, faculty, staff, alumni, and friends.
• Promote and strengthen the foundations of affiliation (class year, school/college, dorm/Greek organization, student activity, professional focus)
• Position the institution’s community to positively impact loyalty-related outcomes, such as annual giving, association membership, reunion attendance, and etc.

The challenge is maximizing the ongoing value of an online community by balancing institution content control with user participation. Remember, it’s about relationships—building on the ephemeral—memories, experiences, and bonds based less on practical deliverables and more the emotions of affiliation.

In his August 2009 Wall Street Journal article on corporate branded communities, The Fans Know Best, Dr.Uptal Dholakia of Rice University contends:

“Allowing discussion and activities like networking and socializing leads visitors to participate in the site for emotional and social reasons. It keeps them coming back, and thus strengthens the bond between them and the company (and each other). Part of giving up control is also giving visitors the freedom to complain and criticize the brand, or to wax lyrical about a competitor, to their heart’s content.”

Therefore, our task becomes more focused on orchestrating, monitoring, and responding–rather than drafting, editing, and deleting.

Though Dr. Dholakia is speaking of the corporate sector here, I think the ideas can be applied to association communities, as well. Visitors frequent communities, because they enjoy the experience—not because it is something on the to-do list. Think about the silly quizzes on Facebook. The “fun factor” should not be underestimated as a key driver of engagement. Yet, it’s possible for universities and colleges to deliver real value in the process. We must not forget the truly “social” component of social media—providing a platform for witty banter. And universities alumni already have a built-in affinity. The potential is boundless—to create what I call the “perpetual reunion.” It’s 365/24/7 engagement.

Dr.Uptal Dholakia offers a high-octane example of community-building savvy from the corporate world:
lego
“When Lego Group set out to develop Mindstorms NXT, the latest version of its game for building programmable robots, it enlisted help from a group of adult enthusiasts whom it found on Lugnet.com, the largest unofficial community of Lego fans. While the marketing target for Mindstorms is mainly teenage boys, the people that Lego reached out to were men in their 40s and 50s who knew each other from communicating and working together on elaborate Lego projects on Lugnet.com.

The group’s members, according to a Lego spokesman, contributed ‘incredibly valuable insights’ in hardware, software, design and usability based on their own experiences. The company credits the group with helping to make Mindstorms NXT appeal both to adults and ‘a new, younger generation of robotics enthusiasts.’”

Just think of the application for a university community—building connection between alumni, faculty, and staff—students and even prospective students. Not all colleges and universities are systematically monitoring their “unofficial” user-driven groups on LinkedIn, Fan Pages on Facebook, and Twitter feeds. But tracking and engaging these communities can provide a wealth of opportunities, alliances, ideas, innovations, and energy.

What are your thoughts? To learn more about unleashing the power of the web, contact me: elgantz @ yahoo.com.

The ROI that would be king

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ElaineGantzWright’s blog is for people interested in using the Web and online marketing to drive social change. Elaine covers social media for nonprofits, philanthropy trends, online giving, cause marketing, random life musings, and more.

crown2The pursuit of social media ROI (return on investment) continues to vex me. Last week, my blog post featured some comments about its confounding elusiveness and sparked lively discussion—on and offline. It’s still a very hot topic—at conferences, webinars, cocktail parties, bunko nights, and marketing strategy meetings going on as I type.

Once again, I turn to one of my master media mentors—Clay Shirky. He says:

“A revolution does not happen when a society adopts new tools. It happens when a society adopts new behaviors.”

And I think that quote sums up the core conundrum. At the end of the day, social media is really not “a program” at all. It is a fundamental shift in the way customers, donors, constituents, and employees consume and produce information. It’s behavior—a change in the way we are in the world.

Therefore, the future of marketing is not about telling people things—but about doing things with and for people. Think about it. How do you calculate ROI on messaging coming from your target audience? How do you calculate ROI (an old media metric) in a new media environment? It’s a brave new world, indeed—where we are “creating an environment for coordination and collaboration.”

Even if you consider the question in old media terms, isn’t it like trying to figure ROI on your phone, your conference room, or your fax? Few of us really think about these things in relationship to ROI. But since it’s the Internet, there is still a certain geek mystique. We are a little squeamish and feel the need to “ROI everything”—even if it means constructing elaborate parallel expense models based on paid Google adwords or other media buys. But the truth is, social media will soon be the rule—not the exception. Cost of doing business. David Spark addresses some of these issues from a refreshing perspective on socialmedia.biz. The requirement that everything fit in a discrete ROI queue is simply unrealistic and soon, anachronistic.

Perhaps, a 21st century take on this question would be Return on Engagement—taking the focus away from the justification of hard costs and considering opportunity costs. What do we sacrifice if we are not involved? What are the benefits—tangible and intangible—of spending your time monitoring and creating conversation? What business or donor involvement have you created?

Rules of Engagement

talking Still, even in the ROE context, just having a blog, Facebook account, or Twitter profile does not a social media strategy make. The fabric of social media success is woven from many threads and yarns, including compelling content, irresistible contests/quizzes, provocative video/photos, and authentic voices. You wouldn’t use just one traditional channel to market your product or organization, so it is probably not useful to think that one Twitter account or a blog post by itself can somehow produce ROI—or even ROE—overnight. Attributing a direct revenue equation to an isolated social media marketing activity simply isn’t relevant or accurate. Though weak individually, coordinated social media activities can certainly move the needle.

Engagement fosters affinity, trust, commitment—and ultimately, investment. Marketing has become equal parts science and art. Remember, creating a blog on WordPress of Blogger is free. Right now, Facebook and Twitter are free. So, social media’s costs are mostly labor, time, and creative energy. Therefore, social media success really comes down to commitment, clarity about your objectives, and getting over your fear of exposure—a horse that has already left the barn, I might add. Also, it helps if you have something to say that will interest your audience. Whether you call it—ROI, ROE, or RBI (wait, that’s baseball), here are some thoughts on how to plan, launch, and execute an effective social media plan:

• Focus on conversation, content, and benefits—not tools and technology
• Highlight intangibles
• Justify qualitative, as well as quantitative objectives.
• Compare costs of alternatives, benefits, and of not doing anything.
• Use pilot projects to test and evaluate
• Streamline data collection
• Get buy-in by using a cross-functional team or committee
• Release your fear

The pre-social media business universe was built on linear measurement. I think it’s time to consider using a different kind of yardstick—something with multiple dimensions and constant movement, something we have yet to invent. If small is the new big and free is the new economic engine, what are the new metrics? Is it time to get comfortable with a whole new level of ambiguity. What do you think?

Listening Lessons

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ElaineGantzWright’s blog is for people interested in using the Web and online marketing to drive social change. Elaine covers social media for nonprofits, philanthropy trends, online giving, cause marketing, random life musings, and more. Find out more at SocialFuse.

“To listen well is as powerful a means of influence as to talk well, and is as essential to all true conversation.”
-Chinese Proverb
ear
I attended a meeting of social media aficionados last week—the Dallas Social Media Club. It was a vibrant group of new-media-savvy folks with cutting-edge interests and razor-sharp wits. I loved the energy in the room and the combination of slightly smug awareness and wide-eyed curiosity about what might replace Twitter as the next techno-networking phenomenon. Officially, “the Social Media Club Dallas focuses on social media practitioners in corporate, agency, and PR roles—primarily interested in how the medium to large enterprises are leveraging social media to reach, engage, and most important, drive revenue.”

Interestingly, but not surprisingly, Thursday evening’s confab consisted primarily of “vendor” types—as the speaker, Chris Vary, VP of Weber Shandwick’s Digital Division, noted when he conducted a quick poll of the room. I think this strongly indicates that the social media charge is still led by the practitioner-evangelists, and that most businesses, small to large to small (including nonprofits), have still not seen the proverbial light. On a practical level, they have not figured out how to integrate it into everyday operations.

As I have posited in past posts, I believe this is because it is more than a change of media. It is a change of mentality. That’s a tougher paradigm to shift. Clay Shirky is one our most articulate voices around the gestalt of this communication transformation, yet it’s still a bit slippery.

As I interact with nonprofits and small businesses, I struggle to identify ways to provide high-value impact. So many complain that they have set up their various social platform accounts on Facebook, Twitter, and Linked In, but they sit dormant—like throwing a party and no one attends. Still, nonprofits and for-profits are tentative about investing—staff time, budgets, mindshare to the care and feeding of these communities without tangible proof of ROI. I was amazed when the PR big wheels at Weber Shandwick had to cajole their Fortune 10 client— General Motors, to commit to social media. It took three years. They had to construct some sort of elaborate expense metaphor quantifying projected Google pay-per-click costs.

So, more and more, I’m thinking it is really all about listening. I’m not too keen on the concept of “active listening,” because I think that is redundant and a little cheesy, as my teenage sons say. “Passive listening” is simply not paying attention in my book. (That reminds me of some relationships I’ve had.) That said, I think businesses should first approach social media as a listening tool, as opposed to a communications tool—an ear as opposed to a mouth. I think that helps marketers diminish some of the execution-related tension. All of the social media gurus—from Beth Kanter to Seth Godin, recommend starting with listening. However, I’m now thinking this should be the fundamental objective—allowing other opportunities to blossom.

Really, social media is a gift to market research professionals—a way to gather real-time and real customer feedback inexpensively. Then, the way we respond can dramatically enhance, strength, and embellish our brands in this new context of conversation. Crafting the response becomes the artistry. We can provide customer service, build relationships, or even soothe the ruffled feathers of cranky influencers/bloggers. This must be authentic, customer-validating, spin-free conversation.

Chris Vary talked about the new PR being the “virtual newsroom.” He is definitely on to something. We as public relations and communications professionals must me become more like monitors than marketers. Great places to start include: (Begin with the free ones.)

• Technorati
• Google Alerts
• Social Mention
• Delicious
• Twitter
• Radian 6

RSS feed rules:

Your feed dashboard becomes your roadmap. Set up Google Reader, iGoogle, or Bloglines to track—organization names, names of key leaders/board members, other players in your space, industry terms, your URLs, possible controversial subjects, etc. Get creative with keywords. And as Beth Kanter advises, involve the entire operation in the process. Here’s Beth’s great presentation:

Move social media out of the silo of the communications department. Empower all of your employees as listeners. Then, your social media strategy looks more like a training initiative for your various constituents and stakeholders. Brainstorm keywords, learn how to respond effectively, and handle red-flag issues. This is where social media gets organic, integrated, and exponential in impact.

Are you listening?

Change of Heart?

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ElaineGantzWright’s blog is for people interested in using the Web and online marketing to drive social change. Elaine covers social media for nonprofits, philanthropy trends, online giving, cause marketing, random life musings, and more. Find out more at SocialFuse.

“It is not enough to stay busy. So, too, are the ants. The question is what you are busy about.” Henry David Thoreau

heartimageSeth Godin has ignited an Internet firestorm with his recent blog post condemning nonprofits for their aversion to change and their resistance to embracing social media in a passionate way. I think he has hit a nerve, but I suspect the emotional reaction is indicative of a much deeper, lurking tension at the very heart of the public sector.

As I wrote on this blog last week, social media is more a functional change in the way we live – as opposed to just the newest bright, shiny gadget. Clay Shirky calls it “the largest increase in expressive capability in human history.” Seth, this is a vast, ubiquitous, socio-cultural revolution. Perhaps, that explains why nonprofit and for-profit enterprises, alike, are a little reticent about just “showing up” haphazardly on Twitter, Facebook, etc. If you may recall, Seth laments, “Where are the big charities, the urgent charities, the famous charities that face such timely needs and are in a hurry to make change? Very few of them have bothered to show up in a big way.” I think it’s more than “showing up.” Although, one of my favorite quotes is Woody Allen’s, “Eighty percent of success is showing up.” I guess it’s complicated, as they say on Facebook. Perhaps we all need to just start swimming and learn to stay afloat as we go. Regardless, I think communicators have a daunting task ahead—no matter where they play—figuring out how to harness the enormous power within some sort of workable plan.

Still, I have to admit that on some level, Seth’s righteous indignation about an entire sector defining itself by “what it is not” (i.e. nonprofit) resonated strongly with me. As a wordsmith and amateur psychologist, I think this negative identity creates an inherent tension or incongruity of purpose. Perhaps even a self-esteem problem?

I was reminded of a brilliant closing session speaker I saw at last year’s Governor’s Conference for nonprofits presented by Austin’s One Star Foundation last year. The dynamic and innovative Valerie Keller, CEO of the Outreach Center in Lafayette, LA, spoke to this group of passionate Texas nonprofit leaders about this very issue. Her fervor took on the urgency of a battle cry—as she chided the well-meaning, often overly self-effacing social sector for settling for this dismissive “non” moniker. This concept also aligns with what I discussed last week when I mused about the emerging imperative for the nonprofit sector to rethink the ways it does business and functions at a core level.

In Valerie’s case, she definitely walks her talk. She has successfully reenergized a social service agency in a struggling region of Louisiana through creative public/private entrepreneurial partnerships and a social enterprise model. Social enterprise—now, that’s a term that jazzes me.

uncharitableAnother thought-leader in this area is Dan Pallotta, author of Uncharitable. Dan harshly critiques the underlying value system that confines our charities and other nonprofit organizations. Pallotta sheds light on the frugal, almost prudish constraints the public expects from nonprofits—everything from banning paid advertising, to perpetuating substandard wages for nonprofit employees. He examines the public’s unconscious expectation that nonprofits behave differently from for-profits and points the finger at Americans’ Puritan heritage of self-denial and frugality. That’s an interesting notion that may not tell the whole story—but may contribute to the perception.

We say, “Grow, grow, and do more . . . but, uh, don’t spend money!” On some level, we seem to want the nonprofit sector to shun the very strategies and tactics that drive the business sector. There’s the rub—a fundamental disconnect. Further, Pallotta argues that the public tends to fixate too tenaciously on fundraising ratios and low overhead costs as the only relevant success measures. These arbitrary efficiency calculations do not always translate into results—or impact, for that matter. Instead, he calls for donors to focus on this:

“What has the organization achieved, and what can it achieve with my donation?”

Pallotta challenges us to speak up on behalf of nonprofits and actively educate donors on the necessity of cost-effective administrative expenses and business techniques that can build the best launching pads for nonprofits and—the change they seek to create.

What do you think?