Teblog

The right thing to do?

Recent events have drawn me away from Teblog and I think they're likely to keep me away. But I am involved in something much better.

First a bit of background: editing and writing much of the original paper version of Blue & Green Tomorrow gave me massive opportunities to write about the environment up to May last year; on the communication front, media skills training hit an unexpected peak in January; and, since June, I've spent at least half of my time with a company which hits every Tebbo hot button: communication, environment and IT.

The people I work with are great and we've created a neat website, demo and knowledgebase plus various social media presences. The company itself, 6Connex EMEA, is all about online events, content and collaboration, thus accelerating work and cutting the costs (financial, social and environmental) associated with travel.

But it gets better. Tracey (the boss) and I wanted to do something extra but non-commercial. Inspired by the work of the Lunar Society at the dawn of the industrial age, we wanted to get right-minded people to share their practical insights with each other and with anyone who cares about making the world a better place. (The motivation is similar to Blue & Green Tomorrow's. The difference is that it goes way beyond environmental issues.)

We've had direct contributions from people like publishing mogul, poet and forest builder, Felix Dennis and green investment wizard Ben Goldsmith. We've covered some interesting TED videos - one on Gross National Happiness and another on why things will get better. We've also had people who are at the heart of change in educational systems and one who argues that growth and sustainability are incompatible.

 

Some pioneering contributors and featured presenters in The Right Thing To Do?

Top row: Euan Semple; Clive Longbottom; Ben Goldsmith; Ray Maguire.
Bottom row: Matt Ridley; Chip Conley; Felix Dennis; Salman Khan.

 

Just this week, social networking guru, Euan Semple, contributed a great post entitled "Bloggers are the rag and bone men of the information world."

Everyone is giving their time and ideas for nothing. No-one puffs their business directly, although they can all share their credentials in their mini-bios. TRTTD exists for knowledge sharing and discussion which will provide a bedrock of thoughtful considerations for our collective future. Depending on individual circumstances, posts are either contributed, the product of an interview or are written up around an online video.

Curating TRTTD seems to me to be a much better cause than continuing with Teblog. I'll keep it open for now, but expect most of my energies to be spent elsewhere. And, if you like the sound of "The Right Thing To Do?" why not come on over. It would be great to see you there. Here are the Website and Twitter links. 

 

Would you spam your followers?

Should I spam my contacts? I don't think so.

Why do I ask? Because, I received an email this morning from someone I once knew slightly asking me to advocate something his brother had done. In essence the email told me exactly how he'd like me to spam my followers. 

Here's his approach:

After an intro he says, "I'm writing to ask you very personally for your help ...".

I like the "very personally" since it's clearly not. It's a mass mailing.

He asked for 'likes' on three social networks, a Tweet, a Facebook mention and a blog post. He also asked for support on a couple of publicity sites and offered an opportunity for a minuscule and fleeting piece of self promotion.

Finally he describes the product in more detail and asks if I can help him find distributors.

Clang!!

That was the bin.

Am I wrong?

 

Does this interest you?

In December we gave a new blog a low-key launch. We wanted to get people with interesting points of view based on their life experiences to share their views and advice with others. We called it The Right Thing To Do.

Then along came Euan's book (see the previous post) and he reminded me of what I've known for donkey's years - that a question mark is an invitation to read and maybe participate, whereas its absence suggests a 'know-it-all' exhortation.

In the past, I used the question mark a lot with magazine cover lines and column titles. But when it came to The Right Thing To Do, I forgot.

Euan is right. Isn't he?

Euan Semple's "Manager's Guide to the Social Web"

My holiday reading included Euan Semple's, Organizations Don't Tweet, People Do: A Manager's Guide to the Social Web. It inspired me to write a review which I'll also submit to Amazon.

Here goes:

A simple question mark, for me, symbolises the difference between the old way and the new way of managing and working.

The old way is about command and control and hierarchies while the new is about personal responsibility and networks. The old way was predicated on authority (whether deserved or not) and the new way on inspiration.

The question mark I mentioned represents the difference between being closed (do it my way) and open (how do you think we should do this?).

Given a choice, who would you prefer to work for - someone who bosses you or someone who inspires you?

These, and numerous other thoughts, are what Euan Semple's "Guide to the Social Web" triggered. I reckon that if a book shifts your thinking in a significant way, then it's worthwhile. That makes Semple's book extremely worthwhile. It's a book about management thinking much more than a book about the tools available, although they can't be totally avoided. And it's rooted in practicalities, although you may find yourself resisting some of them. I'd say, "keep an open mind until you've read the whole book."

I'm someone who's been actively involved in social web stuff since just before I first met Euan in early 1985 and I've held several management jobs as well as being a writer and a columnist. (Yes, that's partly a disclosure - I interviewed Euan for a magazine article about his experience of introducing social networking tools to BBC employees and we've stayed in touch ever since. I also mention it to show that I have lived through the old way and the new way and have a certain perspective.) 

I've always, right until I read this book, been a bit wary of Euan's evangelistic tendencies. But he's drawn his conclusions from the university of hard knocks and tends, when conversation time is short, to be long on conclusions and short on explanations. But this excellent book changes all that. It is a book of profound depth which reveals his innermost thoughts on each of his conclusions and practical suggestions while staying humble enough to acknowledge that other ways may suit certain organisations.

He's convinced, though, that successful organisations will all adopt social tools to a greater or lesser degree. This book is a way to accelerate management's insight and understanding of what the social web means and the potential it holds for transforming the workplace. It is not a black and white book that says, "do this, or you're doomed". Semple knows that companies have their own systems and their own ways of doing things and, indeed, that social web tools can be complementary rather than replacements.

It is a business book, aimed at business managers. And it's written in a way that each short chapter is designed to stand alone and can be read on the train, in the bath or wherever else takes your fancy. This inevitably causes some minor repetition, which you notice if you read it straight through (as I did). And, one chapter left me slightly puzzled about something, but this was the topic of the very next chapter. So I was only puzzled for a few minutes.

Have I got any complaints about the book? Well one; I really don't like the white type on a grey background which is used to introduce each chapter. Anything bigger? Hmmm. I wondered why he didn't mention 'search' very much. Then I realised that he's much more in favour of asking questions and getting recommendations than wading through search results of variable quality.

 

The book is 296 pages, it's published by John Wiley & Sons.

ISBN-10: 1119950554. ISBN-13: 978-1119950554.

Online Marketing 101

If you need a crash course in online marketing, you could do worse than browse my recent collection of articles and blog posts by experts on the matter.

I had started off, a month ago, intending to investigate what's out there on the subject of 'web-based business to business collaboration' but, as I collected the links on Scoop.it, I found that 'marketing' was the theme that bound most of my discoveries together. Hence the title of this blog post.

When I was a journalist, I didn't really like having to interview marketing folk because they were too sanitised, too in control of their messages and hard to get real stories out of. (Good stories to a journalist are those which carry at least a hint of disclosure.)

However my Scoop.it investigations gave me a new respect for marketing, it really does seem to belong at the centre of B2B collaboration activities. 

Here's a snap of part of my Scoop.it collection (click on the image to see it full size):

It was 'curated' by looking at hundreds of suggestions from Scoop.it, reducing them to fifty or so, then throwing out the four or five that didn't live up to the promise of the extract.

The result is a neat little package of pieces, admittedly of variable quality, but all of which helped to round out my existing perceptions of how to approach online B2B collaboration.

Since so much work went into the curation, I thought it would be silly to keep it to myself.

See what you think. It's at http://www.scoop.it/t/b2bcollaboration

 

Why this blog has gone quiet

In December 2010, I wrote a blog post called "The Last Post?". Since then, I've been so busy helping two start-ups, that I barely lift my head above the parapet for my own social media. But I do blog, Tweet and post to Facebook occasionally, if I feel something is worth sharing.

The two startups are Blue & Green Tomorrow, which started life as a "Use your money to make the world a better place" magazine and 6Connex emea which provides a virtual conference, exhibition, meeting, training and collaboration service.

The first kept me busy as launch editor from July 2010 to May 2011 and I joined the second in June 2011.

Blue & Green Tomorrow continues as an online publication under the same publisher, but with a new team, while 6Connex emea will make its official debut in January 2012. (The team has been working with customers and prospects 'under the radar' since it was formed in 2010 as Big Ideas Inc.)

So there you are, if you've come to my blog expecting frequent and interesting new posts, I'm afraid that's not going to happen. But if you subscribe to the RSS feed, then if I do burst into print on my own account, you'll be the first to hear about it.

Thank you for reading this far.

David

An evening with PR/Marketing Guru, Larry Weber

Back in May, I trotted off to meet with marketing/PR guru, Larry Weber and a bunch of other interesting people, including Jack Schofield (IT man at the Guardian for donkey's years and erstwhile competitor - we both edited PC magazines in the early eighties) and Bill Nichols an academic and marcomms/reputation consultant who, when Jack and I were competing, was Clive Sinclair's PR man. They were both on the speaker panel with Larry. The other notable people were in the lively audience.

The occasion was the UK launch of Larry's (then) most recent book: Everywhere. It's about social networking being at the heart of the future of business. He calls this 'anytime, anywhere' access the the fourth wave of computing. (I ought to know what the three earlier waves were, but I've forgotten. Maybe it was brains, internal networking and internet, or something.)

No surprises so far then. But I don't think Larry set out to surprise us particularly. More that he wants to share his familiarity with the subject matter in a non-frightening manner. After all, the people who really need his insights are those who are probably the most fearful of openness, transparency and genuine dialogue. You might think of them as the 'command and contol' brigade. While this has its place, it's probably not where the rubber of the corporation hits the road of the marketplace.

Sorry, I should be talking about Larry's evening. (And, if you're wondering why it's taken me so long, it's because I was suddenly pitchforked into a new company and I've been more than a tad busy. My conscience was pricked by a Facebook post about his recent presentation to the Public Relations Student Society of America. The headline of the post was "Social media’s impact bigger than television’s.")

At his book launch, he predicted that, by 2015, "you'll be hard pressed to find any newspapers or nightly news on TV." He says, "TV ads have got to die sometime." He may not always provide answers but he knows how to provoke fresh thinking. Let's hope the revenue replacement doesn't put the TV companies even deeper in hock to corporate sponsors.

With regard to the Fourth Generation thing, he told the story of how he sent off for brochures from all the prospective colleges for his daughter. She didn't look at one  of them. She'd already done her research online. Except she didn't refer to it as online. When Larry once said to her, "I'm going online", she replied "Oh Dad, we don't go online any more. We just are." Online, that is. And a lot of people reading this will know what she means. If you're not one of them, then it's likely that his book will interest you.

Another thing he talked about was Innocentive. Companies give it problems and money and it gets its community of 'solvers' to apply their brains. Larry gave examples of $100,000 here and $25,000 there. It's all online (of course). And the winning contributor exchanges their IP for the cash. That's a great commercial application of crowdsourcing. Related to this were his comments on how social networking allows for the intense, focused, sharing of knowledge. I think his book goes further and talks of micro-segmentation of the internet so that you can find a community and go deep into just about any subject that interests you.

He is very clear that successful companies (especially consumer-facing) will have to become radically transparent, be willing to share and also to stand for something that will resonate with customers and prospects. Core values that permeate the company's business. Larry doesn't claim it will be easy, but he sprinkles his conversation with stories old and new of how companies have turned on the proverbial dime. Dell, of course. BP to a certain extent. And so on.

I was quite taken with the idea that, "big sites will die under their own weight." He said this because he believes that all the power is now in the network. Not sure that a behemoth like IBM would totally agree with this sentiment, despite its strong advocacy of social networking values. With statements like this, the evangelist in Larry seems to pop out of the closet. (My views of evangelists are here.)

Let's turn to one of the other speakers, Bill Nichols. He scored a hole in one for me with his observation that "People respond to emotion and fairness."

I have the sense that the former has been faked and the latter missing for a long time.

If Larry and Bill are right, we would seem to be heading towards a better and much more harmonious world.

Let's hope so.

Eggs and baskets

Being away from here has given me a chance to focus intensely on launching a new magazine without too many distractions. We now have five issues under our belt and I have reaquainted myself with the rhythms of conventional publishing. I know where the peaks and troughs of effort lie and I can get back to a more normal and less distorted life in the troughs.

Creating, editing and writing for Blue & Green Tomorrow has been a lot of fun and a lot of hard work. And it couldn't have happened without Simon, Lori and Dominic (publisher, sub-editor and designer respectively) and, of course, our marvellous contributors. Other people take care of 'webifying' the magazine at blueandgreentomorrow.com. You can register (free) which gives you an account tab and access to digital copies of the magazine. Otherwise much of the content is publicly available under the various themed tabs.

Even through the mayhem of the launch, I've continued to do the occasional course on how to handle the media, often with my long-time partner in crime, Martin Banks. We used to call ourselves 'Press Here' but, when we both deviated out into analysis work, we sold the domain and renamed ourselves greybeards. One look at our photos will tell you why. I also run the odd writing skills workshop for business people.

And, now, here I am blogging again. Given the nature of the magazine, I suspect that I'll be blogging more about sustainability (could a word possibly sound more boring?) than about IT. But it's hard to keep me away from software. Talking of which, I now have an HTC Desire smartphone running Android, and jolly pleased I am too. That could be another running theme.

We'll see. But, as you can see from the title, I think that a deliberate spread of activities, providing I can do all of them well, will makes for a more balanced and fulfilling life than having all my eggs in one basket.

So, the last post turned out not to be The Last Post after all, just a pause while I gathered my wits.

See you again soon.

David

 

The Last Post?

I have a feeling that Teblog has come to the end of its useful life. Postings are sporadic and run the danger of being 'promotional pieces', which is really not what blogs should be about.

The reasons are many but in my heart I've always wanted to deliver insights or information of some value. I'm finding that, this year in particular, my energies have been going elsewhere, especially into Blue & Green Tomorrow in the latter half. Plus media skills training workshops.

This focus (plus family, which I rarely write about) means I owe most of my thinking to my customers. If I have thoughts or insights into my training clients' businesses then I share them with the client, not with the outside world. And, with the magazine (and, soon, its companion website, blog and newsletter) I tend to think for its benefit, rather than surface my thinking here.

If I have any profound, general-purpose, insights then you can bet that I'm not the first to have had them and I'll simply be adding to the noise. If I find someone who's articulated them well, I am happy to link to them through Twitter, Facebook and LinkedIn.* If, by some miracle, I think they're original, I'll Tweet them.

So, after six years of blogging (the first few months were on another platform) I'm seriously thinking of making this the last post.

For anyone who's been kind enough to add me to their RSS feeds, I'd like to thank you very much and hope that you've extracted the occasional nugget of value.

The blog will stay live until the next renewal, in April. But don't expect much, if anything to happen.

(The only vague germ of a thought that I've had is that if people wanted to ask me stuff, I could reply here. But, really, that could probably be done via Twitter - "Hey, @tebbo, any thoughts on ...")

So, thanks again, for your attention. See you on Twitter, maybe?

 

*I try to reserve Facebook for friends and family and LinkedIn for business people I know personally

Managing Brand and Reputation in a Social Media World

Last week I co-presented a BrightTALK webinar on the impact of social media on branding and reputation for an audience of media and marketing professionals.

The lead presenter was Cathy Pittham, MD of the European arm of global PR company, the Racepoint Group. (Its chairman, Larry Weber, is something of a new media marketing guru and has been writing books on the subject since before most of us knew it was a subject.)

I went to Cathy because I felt she'd have far more practical advice to offer than I possibly could. After all, I was a bit of an outsider to marketing and PR - mainly an observer or a victim, depending on your point of view. So it ended up becoming 'her show' with me asking questions on behalf of the audience.

As we went through the preparation, it became clear to me that operating effectively in the social media world requires many of the hard-won skills from the traditional media world. It also needs a cultural shift by all participants towards openness, giving genuine value and two-way engagement.

Nothing new there, I hear you say. Which is true. Which is why the presentation focuses primarily on what good stuff and processes can be nicked or adapted from tradtional PR and Marketing activities.

As we discussed the powerful combination of traditional and social media techniques, I desperately wracked my brain for a suitable parallel. All I could think of was a nuclear chain reaction, which is triggered by combining two volumes of fissile material to make a single 'critical mass'.

Which is what led to me slipping this final image into the slide deck.

The webinar (BrightTALK calls it a webcast)  lasts a tad under 45 minutes, unless you skip from slide to slide to make it quicker (and jerkier).

The social media world changes all the time but we hope that this presentation will offer you a durable 'framework' for your own planning.