December 20, 2010

What to look for in social media execution

idea execution
“A really great talent finds its happiness in execution.” — Johann Wolfgang von Goethe

Jessica ValenzuelaThere is a lot of talk about social media, the latest and greatest in communication innovation spurred by social companies like Facebook, Twitter, YouTube, LinkedIn, DailyBooth and many niche destinations. With all the noise compared with signal, how do you start a social media program that works whether it is for a small business, a start-up, a product, a service, an organization or a brand?

The simple answer: details and scope of your social media execution should be based on what your goals are. Goals can be set on macro and micro levels. In large organizations, it’s a must that each business unit, team or department flows in sync to achieve the company’s social media goals.

It sounds simple — but executing it properly is not a simple matter.

There is no shortage of ideas

  • Gather the best ideas people from your organization. They do not necessarily have to be the upper management or executive-level types — sometimes the best ideas come from the mail room.
  • You’re a one-man or one-woman operation? Ask your friends and clients to collaborate with you. You’d be amazed at the ideas they’d come up to help grow your business or develop your personal brand.
  • Set clear goals that are approved and supported by the ultimate decision-maker of your social media program – the guy who has your program in his or her P&L.

Execution

  • Define your program requirements. Now that the goals are set and you have ideas — social media program managers need to create the scope of the program and the requirements list.
  • Any scale of social media program should consider these requirement areas:
  1. Define rules and variables
  2. Type of creative and development assets needed
  3. The resources you need to execute
  4. Identify distribution channels
  5. Performance metrics (data!)
  6. Risk and change management (Plan B/Plan C, in case Plan A sucks!)

You’re not a techie or a media person and don’t know anything about how all these social media tools can help you grow your business and shape your personal brand? Start small. Really small.

  • Check out Tumblr, a social media site that allows you to share information in various forms of media. It’s very easy and simple to use. Content can be auto shared to your Facebook and Twitter accounts. I use it more for fun!
  • WordPress is great for small or large operations. Highly customizable and an array of social and ecommerce plug-ins is available. We’re using it for a number of small and medium-scale client projects.
  • Get comfortable with exploring new technology and social media destinations. Be curious. It’s a great way to understand and learn about the demographic you’d like to engage your services or products with.
  • Build on top of what you’ve learned.
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December 9, 2009

Le Web day 1: End of day show report

David SparkHere’s my end of day show report for Le Web, the Web 2.0 conference in Paris. I’ve been in Paris for the week reporting with the Traveling Geeks (watch video of us on a train). Watch the video for a quick summary of the companies I saw, plus a quick story at the end about an outbreak Robert Scoble had at the expense of the French entrepreneurs.

Companies and links mentioned in the video.

October 13, 2009

Meaningo explores the next generation of search

Ayelet Noff

meaningo-325px2-300x108In today’s world where we have an option of which search engine to use, we find ourselves perplexed regarding the question: Is Google the best that search can be? Even for those of us who consider ourselves to be Web savvy, finding the right search term can often be tricky. And once we get the search results, we must screen through an abundance of information in order to find one or two truly desired results.

To understand a little more about the world of search, let’s go through our time machine, and check back on how search started. Continue reading

October 1, 2009

SimilarWeb launches three new features

similar-web-logoAyelet NoffSimilarWeb — the Firefox add-on that enables users to discover related websites similar to ones they are currently visiting — has now made it simpler than ever to find similar content that relates to the user’s interests. The three new features include Similar Articles, Recent Buzz, and Mini-Mode, which allow the user to further research and organize finding websites and articles that appeal to their interest. (Disclosure: SimilarWeb is a Blonde2.0 client.)
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August 18, 2009

5 quick tips on using LinkedIn to start up

Christopher RollysonToday I was reminded that many entrepreneurs don’t fully appreciate how LinkedIn can shrink the business cycle in their favor, so here I’ll recount a hallway conversation in the hope that it will help you, too. Although the context is “starting up” an entrepreneurial venture, the same principles apply to job search — and for the same reasons. Entrepreneurs and job seekers all have burn rates and the need to find people with specific problems who are ready to act on the solution that the entrepreneur or job seeker proposes.
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July 30, 2009

Marc Andresseen on 17 layers of management

JD LasicaAt the Fortune Brainstorm:Tech conference in Pasadena, Calif., on July 22, 2009, one of the lighter moments came when Internet pioneer Marc Andreessen spoke on stage about “one of the defining experiences of my career” when he spent 9 months as an intern at IBM in 1990-91 when it had 400,000 employees. He used a program in the office that determined the number of layers of management between him and the CEO was 17, “from which I concluded that it was unlikely I would make a career at IBM. … It was essentially like working for the Soviet Union at the time.”

He had a great experience at IBM, but that serves as his internal reference for big companies. In this three-minute segment, recorded with a Flip Ultra HD recorder, he compares the culture of small and large companies and concludes, “Startups are where a lot of innovation happens. … But you have to get big to have a big impact. I’ve always thought an entrepreneur needs to think in terms of getting to a large size in scale in order to have a big impact.”

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