Voices in the Technology For The Turnaround Conversation

I received the Spring 2009, Pomona College Magazine and was sitting by the pool reading it when I realized the magazine editors had compiled a timely and comprehensive set of articles on the present and future of journalism. The articles were written by Pomona College alumni ranging from Bill Keller, Class of 1970, and New York Times Executive Editor to Molly Goodson (@mollygoodson), Class of 2004, Editorial Creative Director at PopSugar.

The title of this post refers to the University of Georgia, Grady College, New Media Institute, Technology For The Turnaround (my blog post) event I attended April 25, 2009. That event focused on the future of journalism, public relations and mass communications. At the end of the event, all attendees agreed this is an evolving discussion and a critical piece to the future of the social web ecosystem. If you want to review the conversation and discussion that occurred during the event, use the hashtag #tech4turn and do a search on Twitter.

I believe journalism and journalists are very important to researching, analyzing, synthesizing and reporting on local, national and international events. I also believe that bloggers are and will become more like journalists and journalists will become more like bloggers and vloggers. It is the merging of professional and practiced journalism technique with social technologies that will lead to the future of what we currently call newspapers and magazines. Once newspapers, magazines and journalists truly embrace social technologies and become unencumbered by the spatial requirements of paper, they will both deliver far more depth and insights and more concise stories. Journalists must embrace tools like Twitter that enforce a 140 character limitation while also taking advantage of the infinite space afforded to them on websites and blogs to deliver far more background and depth to their stories that were edited out in the past.

There was also an excellent debate last night (July 6, 2009) on #Journchat (@Journchat) about journalism and public relations specifically related to a New York Times story: "Spinning The Web: P.R. In Silicon Valley" and the corresponding arguments about this article on TechCrunch: "The Reality of PR: Smile, Dial, Name Drop, Pray" and Dave Taylor's The Business Blog At Intutive.com: "Mike Arrington Doesn't Understand PR At All..." Both blog posts make strong arguments about the pros and cons of PR today and how integration of traditional and new media approaches are required to be successful.

Below are links to the Pomona College Magazine articles on the present and future of journalism. Read and enjoy.

• Endangered Species: The Future of the News, The Reporter - Richard Perez-Pena (@perezpena), Class of 1984 (full disclosure, I am also a Pomona College alum, Class of 1984)

• Revolution Redux: The Future of the News, The Columnist - Mary Schmich (@MarySchmich), Class of 1975, Chicago-Tribune Columns
  

• Not With A Bang: The Future of the News, The Editor - Bill Keller, Class of 1970

• Holding On & Letting Go: The Future of the News, The Blogger - Teresa Valdez Klein, (bio @tetesagehen) Class of 2005

• Search Your Feelings: Professor Sara Sood's Cyberquest for the Heart of the Blogosphere - This is a very interesting article and research project as Prof. Sood is trying to figure out how to search on emotional context of a word or phrase instead of literal meaning.

• Gossip Girl: Molly Goodson, Class of 2004, Feeds The Endless Cycle of Celebrity News at PopSugar

• A Glimmer of Hope: Tom Redburn, Class of 1972, Sees Hope For Newspapers In New Technology

I hope you enjoy these articles and I look forward to the continuing conversation around this vital topic during the weekly #journchat and #blogchat events or at a future University of Georgia, Grady College CONNECT (CONNECT Blog) or New Media Institute events.

July 8, 2009 Revision - I am adding this blog post: "Thoughts on the Future of Journalism from the Purple List" as another good discussion on the future of journalism.

Clay Shirky: How Twitter can make history

I just watched this June 2009 TED (TED = Technology, Entertainment, Design) video: "Clay Shirky: How Twitter can make history" for the 5th time and I continue getting more social web ecosystem insights out of it. Clay Shirky is amazingly prescient as seen in both of the below videos. The older TED video from 2005: "Clay Shirky on institutions vs. collaboration" predicted almost exactly what would happen in the social web ecosystem and how it would impact society and culture in 2008.

This June 2009 video essentially predicts, without specifically calling out Iran, what could happen politically, socially and culturally when closed societies' citizens gain and use the power of the social web ecosystem and open tools and services like Twitter.

Both videos are well worth the approximately twenty minute investment to watch. Also, check out the TED Blog: "Q&A with Clay Shirky on Twitter and Iran" where he discusses the Iran election and political uprising that is still continuing today, June 20, 2009.

AMA Atlanta Panel Presentation: Advocacy In The Digital Age

I was honored today to be part of a panel presenting ideas, concepts and case studies related to social media, social web and interactive marketing to the American Marketing Association - Atlanta Chapter. It was an energized, sold out crowd that provided insightful and eloquent questions during the Q&A.

The panel: Advocacy in the Digital Age was moderated by Glen Caruso (@glencaruso), FY 2008-2009 AMA Atlanta President, and Director of Advertising Sales at Tremor Media.

Panel Description:

Social media is greatly impacting the lives of everyday people and as well as the marketers that are trying to reach them. After all, online communities provide businesses with an efficient way to reach targeted segments of the population as well as monitor their customers’ opinions about products, services and brands. But what does this sea change really mean for brands? Join us to learn how to:

Effectively tap into this groundswell of activity.

Leverage your most passionate fans to drive bottom line value.

Foster brand advocacy while adhering to the delicate and varied mores that govern marketing’s role within social networks

Panel members included:

Thought Leader Perspective on Social Media and Advocacy - Dave Rollo (@iRollo) – SVP, Director of Digital Media Strategy, 22squared

WOM as Social Media – Dave Balter (@DaveBalter), CEO, BzzAgent Dave will look at the role of WOM in creating advocacy and spark a discussion of what social media means for brands. Balter will explore a selection of word-of-mouth generating success stories and highlight how marketers have effectively engaged with brand advocates and measured the outcome. Mr. Balter is also the author of several books including: The Word Of Mouth Manual: Volume II and Grapevine: Why Buzz Was a Fad but Word of Mouth is Forever.

Brand Case Study - Bert DuMars (@bwdumars), Vice President E-Business & Interactive Marketing, Newell Rubbermaid. Bert will present how Newell Rubbermaid has successfully used social media to drive business results.

Dave Rollo and David Balter did an excellent job of framing the social web ecosystem and provided a number of statistical insights and case studies from their clients. I discussed our social media marketing efforts at our Graco Baby, Rubbermaid and Sharpie brands. See my post: Newell Rubbermaid Social Web Ecosystem Update.

I want to send a big Thank You out to the AMA Atlanta Chapter and especially Glen Caruso and Tracy Frank for running an excellent event and inviting me to participate.

How and When to Incorporate Social Media Into Your Next PR Program

I was part of a Public Relations Society of America (PRSA) (@PRSA) webinar today, June 9, 2009 from 3PM to 4PM EST - How and When to Incorporate Social Media into your next PR Program.

The webinar panel included the following industry experts:

• Moderator - Peter Himler is an award winning public relations industry veteran. He is also the founder/principal of Flatiron Communications LLC, a PR/media consulting firm. (@PeterHimler)
  

• Rob Key, CEO, founded Converseon in 2001 to provide new, innovative communication solutions designed to help companies meet their business objectives in a digital environment. Previously, he was head of the Innovations Group at a division of Young & Rubicam and member of the WPP.com board. His twenty years of experience spans public relations, reputation management, search marketing, affiliate marketing and online media/advertising. (@robkey)
  

• David Bradfield, partner, Fleishman-Hillard, manages the FH Digital team, which combines industry-leading strategic counsel in interactive, digital and social media with full-service design and development capabilities to help clients navigate the evolving world of communication, conversation and community. He is also a practice group leader, which includes more than 120 digital communication consultants, and creative and technical development professionals. (@dbradfield)
  

• And me -

  Bert DuMars, vice president, E-Business and Interactive Marketing for Newell Rubbermaid, is responsible for directing and coordinating e-marketing, interactive marketing, social media marketing and e-commerce initiatives for Newell Rubbermaid’s externally-facing Web sites, overseeing a new e-business shared services model with standard processes, enterprise services, technologies and metrics across the company’s brand sites. (@bwdumars)
  

We discussed several topics including

• How to engage with your target customer segments through social media efforts.
• How to start - Listening - and how tools like Converseon Conversation Miner can help.
• The value of Twitter and how to begin using it to engage with consumers.
• How to handle bloggers who are unhappy with your brand.
• How to find and engage with influential bloggers.
• How to manage your social media efforts.
• How to use the way consumers talk about your brands and products in your communications

I want to send a big thank you out to PRSA and Peter Himler for including me as a panelist.

Newell Rubbermaid Social Web Ecosystem Update

It has been a very busy past couple of weeks. Below is an update on Newell Rubbermaid interactive and social web marketing efforts:

• Sharpie launched a new community microsite on June 1, 2009 - sharpieuncapped.com - that focuses on bringing creative Sharpie fans, content, creativity, art work, and innovative uses together in one place. USA Today ran a nice article on the effort: Ad Track: Signing On To Social Media; An Alluring Reader Inquiry. The Sharpie brand also received a lot of attention in a recent Investors Business Daily article: Corporate Marketers Blogging, Tweeting As Part Of Their Job. Also, check out the Sharpie Facebook Fan Page and @SharpieSusan on Twitter.
  

• Rubbermaid launched a new branded microsite on June 1, 2009 - easyfindlids.com - with several social web capabilities including a button for consumers to share Rubbermaid food storage Easy Find Lids on Facebook. The microsite also displays links to the Rubbermaid Facebook Fan Page and Twitter account.

• Graco also launched a Facebook Fan Page during the past few weeks. This is another component to the social web marketing strategy and engaging with the community where it lives. You can also engage with Graco through the Graco Baby Blog and Graco Baby Twitter Account. Finally, check out the Graco Baby microsites: My SweatPeace and Ready For The Road Ahead.

I also wanted to provide an update on the various places where you can find out more about Newell Rubbermaid brands in the social web ecosystem.

Newell Rubbermaid Brands on YouTube:

Bernzomatic Fat Boy

Graco Baby Products

Lenox Tools

Rubbermaid

Rubbermaid Commercial

Sharpie

uni-ball

Newell Rubbermaid Brands on Facebook:

Newell Rubbermaid Corporate Fan Page - Corporate Communications and Recruiting

BernzOmatic MAPP Propane and Butane powered Torches and Lighters

Graco Baby Fan Page

Irwin Industrial Tools UK Ultimate Tradesman Challenge

Irwin Vise Grip Appreciation Society

Lenox Tools Fan Page

Mimio Fan Page

Paper Mate Fan Page

Parker Gentleman's Club Fan Page

Prismacolor Fan Page

Prismacolor Group

Rubbermaid Fan Page

Sharpie Permanent Markers

Sharpie Fan Club

uni-ball Fan Page

Newell Rubbermaid Blogs:

Graco Baby - From The Heart

Rubbermaid - Adventures In Organization

Sharpie - Uncap What's Inside

Newell Rubbermaid Twitter Accounts:

@CoolJobsAtNWL

@DYMOtechnology

@Endicia

@endicia_a

@ExpoMarkers

@LenoxTools

@mimioTechnology

@NWLRubbermaidTA

@Prismacolor_

@rubbermaid

@RubbermaidTwo

@SalesJobsAtNWL

@SharpieSally

@SharpieSheryl

@SharpieSusan

@stampedapproval

@UniBall_USA

@UniBall_Pen_Gal

I will make updates to this list as we increase our presence in the social web ecosystem.

June 9, 2009 Update:

Sharpie "Uncap What's Inside" integrated marketing campaign additional articles:

• PRNewswire: Sharpie Challenges Consumers to "Uncap What's Inside" with New Multi-Channel Marketing Campaign

• Chicago Sun-Times: Sharpie Uncaps Its Creativity

Corporate Marketers Blogging, Tweeting As Part Of Their Job

Jennie Phelps, Investors Business Daily, wrote a very nice article about Newell Rubbermaid's social media/social web marketing efforts. She interviewed me about six weeks ago and wrote a nice summary and analysis on our efforts with a special focus on the Sharpie brand. The article is titled: Corporate Marketers Blogging, Tweeting As Part of their Job.

I have been thinking a lot about the Skittles interactive marketing campaign and social media marketing focused brand website. I know they have been receiving a lot of flack for their effort, but I think there are parts of their marketing program that are compelling and thought provoking. They took the concept of the "branded website is dead" and took a shot at what that might look like.

So the question is how could the parts of this marketing program that worked be executed on by brands not in the candy business? I believe there are many and will continuing exploring this as time goes on.

If The 60's Had Twitter

Found this JoyOfTech.com cartoon via All Things Digital newsletter. For those who lived through the 1960's or just enjoy the history around that tumultuous decade, the following cartoon is fun and funny. Enjoy:

UGA Technology for the Turnaround: Event Summary and Twitter Definition

It was a wonderful, warm spring day in Athens, GA for the University of Georgia, Grady College, New Media Institute, Technology for the Turnaround event on April 25, 2009. Dr. Shamp did an outstanding job motivating the Professors, Students and Educators to come up with new, innovative ideas on how to change University Education now and in the future. I am very grateful to him for including me in this event.

As part of the day, we were asked to come up with a definition for a word provided by Dr. Shamp around a given topic area - Social Media, Gaming, Mobile, Music, Advertising and Video. We then presented our definitions during the "Crowdsourcing the Future: Snackable Prophecies" section of the day. My word was Twitter as part of the Social Media topic area and here was the definition I gave:

"Twitter - A Social Web, open communications platform and ecosystem that enables the creation of an infinite number of services and information resources by innovative individuals and groups. It also enables users the ability to deliver, consume, share, search and analyze information in real-time, participating in an open culture, unencumbered by geography or time. With every new, public message or "Tweet" value is derived by all exponentially."

The topic area discussions were lively and we all had to invest in a portfolio of topic areas. I invested my 300 UGA Dollars in the 60%/40% split Mobile/Gaming venture fund. However, I would have been more excited if one of the venture teams had put at least 10% into Social Media.

The UGA New Media Insititute Certificate Program Student Capstone projects were also thoughtfully presented. Each team developed an integrated, new media solution to solving a business problem. They all used a mashup of mobile, video, music and innovative access and delivery methods. Here are the projects:

• MyAcquarium: The Georgia Acquarium Mobile Hub - Integrated Quick Response (QR) Codes with a mobile delivery capability for a behinds-the-scene look at what is going on at the Acquarium.

• The Neighborhood: Mobile Audio Blog - A mobile, hyperlocal audio blog that leverages locally knowledgeable individuals like Starbucks Baristas to provide content. Uses Utterli group messaging service.

• ITwilight: Mobile Guide to the Athens Twilight - This mobile service could also be used for Football games and other large scale atheltic or artistic events. Provides information on closest restrooms, navigating traffic, and food as well as other necessity information for successfully attending a major event.

• ListenUpLocal: Mobile Local Music Programs - This mobile service provides information on local bands, gigs and concerts. Delivers behind-the-scenes videos and interviews. The artist they used to demonstrate the service is a local Athens, GA, Grady College student - Allison Weiss (@allisonweiss) - BTW: she is an excellent musician, do check out her work on YouTube and at her website.

• The Refuge Experience: US Fish & Wildlife Refuge Video - Beautiful videos at a wildlife refuge in Georgia.

Jennifer Dorian, Senior Vice President of Network Strategy and Brand Development, Turner Entertainment Networks presented on the topic of Innovation for the Turnaround. Here is a background article from the Atlanta Constitution Journal: Rebranded TNT Ignites Career Success. She felt it imperative to focus on small, marketing and new media experiments and tests, find the winners and grow from there. Do not invest too much otherwise the ROI becomes unachievable. I enjoyed her insights and the TNT Meta Tag project is an amazing case study in starting small and building up a revenue stream before extending a project or program too far.

Here are the relevant articles that Dr. Shamp had us read prior to attending the event and a couple that have come out since. These are all relevant to the ongoing discussion on how University Education must change for the benefit of all in the future.

• J-Schools Play Catchup - New York Times Online, April 14, 2009

• Are J-Schools Today Taking the Wrong Approach - Editor & Publisher, April 3, 2009

• End The University As We Know It - New York Times Online, April 26, 2009
  

Dr. Shamp is also proposing a new major at the UGA Grady College: Digital Mass Media Major. Makes me want to go back to school...wish this was available when I was in college.

Overall a fantastic day and event. We need more interaction like this between University and College Educators, Students and Professionals. Crowdsourcing ideas are the beginnings of bringing out the best in all of us.

A special and sincere thanks to Lizzie Azzolino (@lizazzolino) and Lindley Curtis (@Lindley), Grady College students, who introduced me to Dr. Shamp and got me involved in this effort.

Preparing For UGA Technology For The Turnaround Event

I am very excited about participating in the upcoming University of Georgia, New Media Institute, Technology For The Turnaround: A Crisis is a Terrible Thing to Waste event on April 25, 2009 in Athens, Georgia. The event is being led by Professor Scott Shamp (@sshamp) Director of the New Media Institute (NMI blog). The core discussion is around what will come out of the massive economic, technology and cultural changes we are currently going through? How will new media, social media, social web (see "Why Social Media Sucks" by Forrester Research Vice President and Principal Analyst Josh Bernoff (@jbernoff), or what I have been calling the social media ecosystem, impact and be impacted by the amazing amount of turmoil we are now experiencing in our society? We will also discuss the challenges this paradigm shift is bringing about in education.

With the theme of the event in mind, I have created the below list of blogs, blog posts, articles and videos I believe are foundational to the discussion. Of key importance to being included on this list is that the material be free, available and, of course, relevant and insightful.

• The Corporate Weblog Manifesto by Robert Scoble (@Scobleizer) February 26, 2003 is a seminal blog post on what it means to blog for your brand or company. This is the foundational document all bloggers should read before beginning their blog.

• 8 Principals for the Modern Blog ...At Least for 2009 by Jeremiah Owyang (@jowyang), the Web Strategist blogger and Forrester Research Principal Analyst for Social Media, Social Computing and Social Web Marketing. This article is an excellent update to the Corporate Weblog Manifesto. The blog is also a wonderful resource for all things social media/computing/web and social media marketing.

• Ask Jeremiah: The Comprehensive FAQ Guide to Twitter by Jeremiah Owyang is another great resource for those first timer Twitter users (or even a good refresher for long-time Twitter (Wikipedia Definition) users) to read before entering the very open and constantly shifting culture of Twitter.

• A Chronology of Brands that got Punk'd by Social Media by Jeremiah Owyang is a list of corporate brands that have been negatively impacted by social media. These brands either did it to themselves or something happened in the social media ecosystem to them. The list is a cautionary tale and a must read for those wanting to use social media marketing to benefit their brands, products and services.

• The Groundswell Blog by Josh Bernoff, Forrester Research Vice President and Prinicpal Analyst co-wrote the Groundswell: Winning In A World Transformed By Social Technologies book with Charlene Li (@charleneli), Altimeter Group and former Forrester Research Vice President and Principal Analyst. Josh and Charlene developed the POST methodology for marketing and communicating in a social web world. POST stands for People, Objectives, Strategy and Technology. It is a systematic process and approach that guides you through a straight forward and thoughtful process for reaching your target customers with social media marketing.

• The Pew Internet and American Life Project (@Pew_Internet) is another excellent resource for community, cultural and technology adoption research. Here are some recent reports that marketers and communications professionals should be reading: The Mobile Difference, Twitter and Status Updating, Generations Online in 2009, and Adults and Social Network Websites.

• Professor Michael Wesch (@mwesch), Cultural Anthropologist at Kansas State University runs the Digital Ethnography program that is proving to be an innovator and leader in university education on new media and its impact on cultures and society. These articles and videos are outstanding: From Knowledgeable to Knowledge-Able: Learning in New Media Environments, A Vision of Students Today (& What Teachers Must Do), An Anthropological Introduction to YouTube, A Portal To Media Literacy, A Vision Of Students Today, and The Machine is Us/ing Us. BTW - Prof. Wesch was just named one of the University Professors of the Year, November 8, 2008.

• Here is a video from Prof. Wesch's World Simulation Class Project and Learning Environment:
  

• The University of Pennsylvania, Wharton Business School (@wharton), Knowledge@Wharton is another excellent resource that delivers relevant research and analysis on the digital ecosystem. Here are some recent articles: All That Twitters Isn't Gold: A Popular Web Application In Search of a Business Plan, Advertising Yourself: Building a Personal Brand Through Social Networks. Also, keep an eye on The Wharton Interactive Media Initiative.
  

• I also like the social web ecosystem perspective shown in The Conversation Prism created by Brian Solis (@briansolis) and Jesse Thomas (@jessethomas):

The Conversation Prism by Brian Solis and Jesse Thomas

• Finally a fun blog post that shows the scale and scope of the social digital ecosystem: 49 Amazing Social Media, Web 2.0 and Internet Stats by Adam Singer (@AdamSinger) from his TheFutureBuzz blog.
  

I hope I am able to provide as much information, insights and perspective to this event as I expect to receive in return. I will blog and Tweet about it after attending.

Flutter - Nanoblogging: The Next Generation of the Blog

This is a very funny and maybe prescient video from the team at Slate as part of their article "Do I Really Have To Join Twitter?" by Farhad Manjoo. The article discusses the rapid rise of Twitter and whether you really have to join at this point in its evolution. Flutter is described as the next generation of blogging or "Nanoblogging." Blog posts are limited to 26 characters, equivalent to the English Alphabet. View and enjoy: LOL!!