Creative Blog - Rettew Creative

Social “Strategy” takes time – Lessons Learned!

I think many communication and social media practitioners are looking back over the last few years and making assessments. We are looking at success, failures, challenges, and where to continue on this path of social understanding. One of the things I have some to realize is that it takes time!

It does…it takes time. Working with major, large organizations…I have learned a lot. What have I learned, well…employing a social strategy takes time. One of the biggest selling points of using social strategies is the low cost for the technology and commitment to community building. Well…the investment is strategy and the human capital. Over the last two years, I have learned a lot. So here are a few lessons I have learned along the way, especially with large organizations.

Lesson #1 – It is more than Twitter and Facebook. It is more than just opening an account, seeking out followers, and trying to have a conversation. Opening an account is easy, but it begins with creating a plan. I look at this as writing a start-up business plan for an entrepreneurial company. It is creating a path that is a barometer, not a ruler. Especially in large organizations like hospitals & universities, there are so many silos. So they plan has to start small and build on successes. Test one area, find a good model and begin trying to execute in other areas of the organization.

Lesson #2 – It takes a commitment from leadership. It is more than getting the mid-level decision makers involved, you need top brass involved. They are the ones that not only support the message, but can also engage in the strategy. We found much success with building blogs for the C-Suite, allowing them to write passionately. When employees feel like they can access the top brass, they are willing to engage in social, online conversations.

Lesson #3 – It takes commitment to community. Reaching out to brand ambassadors has to happen beyond the marketing and pr departments. They are the ones who can guide the organization, but they must empower those inside the organization to use the technology as a way to connect with others. Go where the people are and allow the technology enable to connectivity. One the smartest things I heard was Clemson University started an advisory board for Social Media. This board met once a month and guided internal departments on best practices. Instead of micro-managing the community, they worked with them on graphical standards and allowed the community to naturally connect.

Lesson #4 – It requires a commitment from IT/IS/HR. Yes…many hospitals are struggling whether to allow employees inside the organization to be able to access social outlets. It is a productivity and bandwidth conversation, yet more and more employees can access social outlets using smart phones and tablets. Opening access empowers the community to connect within the walls of the organization. Working with IT/IS and HR is important to find ways to allow employees have access to social outlets and educate employes on best practices and social media guidelines for their jobs descriptions.

Lesson #5 – It takes commitment from Brand/Graphic Standards gatekeepers. Building graphics, avatars, and other elements for organizations social outlets takes a shift in thinking. It is more than protecting the brand, it is about how to take a brand and represent it in social outlets. When people see a company logo on a social outlet, what is the expectation of engagement? Also…thinking through how to take logos that do not resonate in 50×50 pixels takes lots of thought especially when considering traditional branding guidelines. Engaging these gatekeepers is key, bring their input to the table and educating all parties how to implement graphics across an organization. Take a look at large organizations with many departments. Maybe it makes sense for each to have multiple social accounts, how do you represent the brand yet differentiate between departments…it takes discussion, thought, and planning.

Lesson #6 – It requires engagement with your brand ambassadors including employees. This goes back to the IT/IS/HR discussion. Especially for large organizations, your employees can be your largest brand ambassador. If you restrict the technology that could connect these individuals, you may be restricting your greatest potential. Brains on Fire did something special with the Fiskateers, connecting them under a message and passion for scissors. They recognized an area with tremendous potential for community connection and engaged them using technology that made sense. Hats off to BOF!

Lesson #7 – It takes passion, passion for your mission and message. Social outlets are being used for “Push” marketing, pushing our messages on people. Well, is that an engaging conversation. It takes passion. The people that lead your social cause should be passionate about the cause, allowing the social technology to naturally connect them to others. Fan bases, followers want to connect with people they trust and who share a common passion. If those who are socially leading are not passionate, then it becomes noise in this big ole pond of digital discourse. Passionate writing, passionate tweeting, passionate video content, passionate message…passionate people connect with passionate people.

Lesson #8 – The message has to come from within…let the community empower the message. It does…outside advertising/pr/messaging firms should not tweet, update, blog, etc. for the organization. The message has to come from the people that believe in the message, that live inside the organization/community everyday. It is about people, stupid…and people want to connect with real people.

Lesson #9 – Their are so many more social outlets than the mainstream outlets. There are so many other social outlets out there than your typical Twitter, Facebook, YouTube, Quora, etc. My wife interacts on a social outlet called “The Bump.” A chat room for women who are expecting babies. She is connecting with tons of women all over, building relationships and sharing stories. How about Polyvore, my sister-in-law loves this social outlet for fashion trends. You have to go where the community is engaging, build relationships where the conversations are the best.

Lesson #10 – It does not happen overnight. It does not…it takes time, patience, a good plan, and commitment to building a strong, long-lasting community.

Crossing the border into entrepreneurship!

I have been thinking a lot lately about the word entrepreneurship and what defines one as an entrepreneur. Recently I attended an event where a panel discussion was set-up for two “entrepreneurs” to have a discussion about their path. As I sat there and listened, the gut feeling for me was that one was an entrepreneur and the other was a small business owner. But what distinguished the two in my mind. I remember a quote from a friend during a discussion that has stuck in my mind:

“An ‘entrepreneur’ in America might be a simple fish monger in Greece. Likewise, a tyrant or tribal leader in Kazakhstan might be considered an “entrepreneur” if he was born and raised in America. My hunch is that there are a blend of factors that can lead to someone who possesses the traits that other people point toward and say, “that person has ‘it’.” ~Evan Tishuk.

Well, let me step back for a second. Over five years ago, I worked with a team to follow a group of “illegal immigrants” crossing the border from Mexico to America. The picture above is a picture of these individuals…crossing the border.

They were leaving their homes, families, and all belongings behind to risk everything to cross the border. Why? Opportunity. Now, let us remove any political discourse from this discussion right now. This is not a platform to discuss whether you agree or disagree with their path of citizenship. I want to look beyond this and understand the motives behind why people who come to this land.

During an interview with one of the gentlemen as we were traveling…I asked him why? (WATCH SOME OF IT BELOW) Why risk everything for an opportunity? He explains, he is willing to do the jobs that no other “Americans” choose to do. He is willing to leverage this opportunity, take on the risk, to generate revenue, to share the revenue with his stakeholders (family back across the border), and grow his claim in numbers for greater return.

You see…I witnessed something in his eyes that I have seen many times since then…the passion most entrepreneurs possess…to go after a vision. You see, this group of individuals crossed the border the night of these pictures. They came from the lower part of Mexico to Altar, Mexico…a small town that was the staging point to cross. This bustling little town was where these eager entrepreneurs would meet a Coyote for the first time, either making passage payment in cash or becoming slaves to their debt for passage. These Coyotes would arrange bus trips and passage.

They would ride in small vans (above) with close to 20 at a time across the desert…unsure what was to come. I rode with them for close to 2 hours along this dirt road, being stopped by the Mexicali asking for money by gunpoint. Mexicali just wanted lunch money and remind those who try to pass, there is “danger” ahead. We rode and were dropped off to be re-herded into big trucks to be taken out into the middle of the desert to cross by night. There are not big tall borders outside the city limits…there are barbed wire fences separating our two countries. After the night crossing, they would be off to find a ride to many destination points across the US: Los Angelos, Tuscon, Phoenix, North Carolina, South Carolina, etc.

This is a story of passion. A story of innovation. They are not creating the next technological break through. They were seeking work, jobs we Americans choose not to do. They generate revenue, and find ways to get the cash back to their families abroad. They might create high impact business that are in many ways the blue-collar backbone of this American Fabric. When the housing markets crashed, they opened restaurants. They leveraged their resources and they are passionate. Passionate to generate revenue.

I have been thinking about this trip for a while. Now, I do have mixed opinions when it comes to citizenship, border crossings, and tax liabilities. But my thoughts processes are focused on the willingness and passion of the individuals I met over 5 years ago, and the innovation in their entrepreneurial spirit. These individuals assumed tremendous risk for a tremendous opportunity. That risk is shown by the crosses that hang on the border walls, representing those who lost their lives trying to cross. They found a niche in the market place and they became innovative in their passage and how they generated income. They put their lives on the line for a dream, risked it all for financial opportunity. Then they began to create innovative businesses. Regardless of their right to be in this land…they used the entrepreneurial spirit to leverage anopportunity.

Here is an interview from our trip on a path starting at Altar, Mexico to the crossing point in Sasabe, Mexico. One of the many people I met on our trip, one that I remember…it impacts my comprehension and interpretation of the word “entrepreneurship.”

Recently I wrote a blog post about teaching entrepreneurship in the college ranks, entitled: “Bringing Good Ideas to Life – Inside the Academy.” There were many great comments that followed this post, from great thinkers. It wrapped around defining entrepreneurship. I thought I would share these definitions below:

“The problem is in the definition of “entrepreneurship.” It’s too subjective and constrained by cultural and societal factors. Ask a hundred people (in North America) to write a concise definition of an entrepreneur and I think you’ll get about 100 different answers–creating a fuzzy picture at best. Is an entrepreneur someone who takes a risk? Does that risk have to be in a business context? Does that risk have to lead to success? If so, how much success is required? And how are we measuring that? Wealth? Happiness? Utility? Could a doctor who saves 1,000 lives in a war zone be an entrepreneur too?” ~Evan Tishuk

“the word is defined as coming from the French, but if you go way back to old French and deconstruct it, it is not just about managing or orchestrating an endeavor but from 2 words — entre = between and prendre =to seize or grasp — so it was about seeing things that were “between the cracks” or hidden to others, and seizing the opportunity that those hidden clues offered. Not part of the modern lexicon but an interesting foray into how words/meanings come into play.” ~ Virginia Simpson

Two smart people that have me really thinking through the meaning of entrepreneurship.

***I shot all the photos and video during my travels in 2005.

Lack of Customer-Centric Philosophy: Books A Million “Case Study”

Ok…stand back, this is going to break away from my norm…but I am so annoyed. So I am going to use this post to identify why I am so irritated. One brand, a single offering, confusing customer service! This is where it all began!

My father bought me a gift certificate for $25.00 to purchase a book. It was a birthday gift, since March 5th I have been trying to figure out what I am going to purchase. I get the quarterly newsletter in the mail from the Harvard Business School and noticed a book about social entrepreneurs. So, I searched through my email to find the e-certificate from my dad for this Books A Million purchase. I went to BooksAMillion.com, searched for the book and proceeded through the online process to purchase the book. I entered my credit card information as a requirement, just incase my purchase exceeded the $25.00 limit of the e-certificate.

After entering my credit card information, the online shopping cart provided a place to enter the e-certificate code. It should be….voila. Uhh…NO! The online store could not validate the e-certificate. I tried over and over again. Tried different browsers, re-entered the e-certificate code, and nothing worked. So…I thought that after teaching class in Clemson, I would stop back by Books A Million in Anderson to see if they could help.

Walked into this newly renovated location in the Anderson Mall, to seek help. I go to the front desk and ask for help. I had a feeling they were going to have to call the manager. So I waited in the front while the manager made his way to the front of the store. He introduced himself and I explained the situation. Direct quote, “I cannot help you…you need to call this 1-800 number to solve this problem.” I starred at him, perplexed. I responded in a light hearted disgust, “that stinks.” He proceeded to inform me, ” this is standard practice across the industry, all brick and mortar retail shops will not help you solve your online purchase.”

Now, I understand what he said…I think. For immediate problem…it is annoying. But from a customer point of view, how can you expect the customer to distinguish the difference between a brick and mortar store and the online property of the same branded company. Where in the fine print does it say, “Hey we are Books A Million brick and mortar and we do not associate with Books A Million online.”?

I looked at the manager and said one short sentence, “This is disappointing customer service.” I guess from a customer perspective, we want to hope that the manager might take the e-certificate and help us navigate this situation. I guess not in Anderson, SC.

So, while he was explaining his justification that it is industry standard to separate brick and mortar store from the online property…I walked away to call the 1-800 number myself. So I walked around the store, trying to navigate the call center dialing options. There was not a selection that matched this situation. After finally talking to a person that was willing to help me figure this out, the manager walked back up to me to explain, “You might want to wait to call tomorrow, the online store might be closed after 6:30pm.”

Let me explain what is so wrong with the omission by the manager. First, he led me to believe he had no dealings with the online store, which is why I must be the one to make the phone call. Hmm…then how does he make the assumption that the online call center closes at 6:30pm. He must have some prior knowledge. The other issue here, I think it was his intention to persuade me to leave the brick and mortar store to make the phone call.

As I was chatting with the lady from the call center, I looked at the manager at the brick and mortar store and said…”I have this covered, thanks for your help.” As I walked around the actual brick and mortar store, browsing while talking to the online call center…I finally resolved the issue. The book will be at my house in a few days.

So here is my problem. I guess I just made a mistake, one I will not make again. I assumed that someone that works at Books A Million at a brick and mortar store could and would be willing to help me with an online Books A Million problem. Second, I assumed that by taking the time to drive to the store to try to resolve an online problem, that this Anderson, SC store would take the time to help build a customer relationship by trying to solve this issue.

Now I understand that the online store is a “different division” of the brick and mortar stores. I mean, companies like GE have different divisions with different offerings. GE makes turbines for airplanes and also makes wind turbines. Both separate products under one brand. But, Books A Million sells books. Yes, they sell books online and in the brick and mortar store. How can you expect the customer to differentiate between the two since the brand is so closely tied with the single offering. I would expect that a person at the brick and mortar store to be able to handle that same issue as a call center. But that is not a safe assumption.

Like my dad said, making an assumption is just like making an “ass” out of you and me. I will not visit Books A Million again.

So if this is the trend, where is the customer-centric focus? If this was my grandmother, who is not a part of the digital world, how would she understand the difference? Just does not make sense to me.

Clergy Health Initiative – Stories of Healthy Conversations

After working with the Duke Endowment, Duke Divinity School, and two pastors of the North Carolina United Methodist Church…here is our little story.

With a $12 million grant from the Duke Endowment, the Clergy Health Initiative is helping ministers tend to their physical, mental, emotional and spiritual health. We met with two pastors in North Carolina, followed their day, and talked to them about how the Clergy Health Initiative has helped them in their path.

I was so inspired. I met two wonderful people, pastors in both Elkin, NC and Poplar Branch, NC. Both pastors on opposite sides of the state, one in the Western North Carolina Mountains and the other on the Outer Banks near Kitty Hawk, NC.

Both with a desire, a healthy lifestyle. They both had been experiencing the stresses of being a pastor. The long days, the home visits where food was always offered. Long hours and poor food choices leading to weight gain, increased stress, and lack of focus on their own spiritual health. The Clergy Health Initiative gave them a path, language to bring this problem to the forefront with a plan…a solution.

Reverend Clyde Moore from Elkin, NC began tackling his weight gain issues by cycling. He bought himself a road bike and attends a regular cycling class at the YMCA in Wake Forest, NC. Reverend Renee Edwards began walking, healthy eating, and focused time walking along the boardwalks of the Currituck Sound. Both, took part in this Spirited Life Initiative attending classes and workshops focused on clergy to help with the trials of clergy life. They took part in physical assessments to evaluate their physical health, charting out a plan for success.

Why would the Duke Endowment find the need to invest in the health of clergy in the United Methodist Church of North Carolina? Well…to inspire and create a healthy change in the life of the clergy is investing in the life of the congregation. Sometimes, their is a need to help those who are helping others. Our clergy, our pastors, our spiritual leaders need guidance and direction just like you and I.

If you watch above, this is their stories. To learn more about this initiative, CLICK HERE.

4G is a game changer in hospital social media policy

The more and more marketing professionals I chat with across the country, the more conversation I hear about Social Media policy. So what is at the heart of the matter when it comes to Social Media policy in hospitals…usage. When can employees access Social Media outlets. This is a cultural issue.

Many of the arguments discussed, will Social Outlets change productivity and effect bandwidth. Another issue, one that I think is even more exponential is patient information. Can we protect patient information and privacy. Do we want healthcare professionals engaging with patients online and discuss healthcare matters that deserve to stay inside the walls of the examining room.

From a marketing position, hospitals want to grow fan bases and followers fast. It is the new age marketing outlet that has more mass appeal than the billboards and other collateral. Many hospitals are restricting access to Social Media outlets on internal networks. But, if you are not opening up the opportunity to access to Social Outlets inside the walls of the hospital, you are marginalizing your biggest fan base, your brand ambassadors…hospital employees. They are the true touch points to the patients.

So if the internal IT departments can lock down access to Social Media outlets inside the walls based on the social media policy…you can control usage. Not anymore, that is changing and changing FAST. I wrote a few months ago about the effects of Verizon’s 4G LTE inside the walls of a hospital. I detailed my fears how this technology can penetrate walls further with faster speeds, faster than what is available inside the internal networks. Bottomline, mobile devices provide the access that the internal networks restrict.

4G is changing hospitals’ Social Media policies. Why, because now controlling access is so much more difficult. Bandwidth is no longer an issue and productivity is now truly a management/leadership issue. Even more, hospitals will be writing Social Media policies that include patient usage. 4G speeds and penetration will now allow employees, healthcare providers, patients to access social outlets outside of the cubicle/workstation. Walking around the halls, typing under desks and conference room tables, patient rooms, etc. are the areas individuals with mobile devices will Tweet, update Facebook, post pictures, comment on videos, Google doctors’ names, check-in, and the list goes on.

The speeds of these devices and the broader access no longer requires a hospital employee (healthcare provider) to go through the login process of the terminal or workstation to look at Facebook or watch a video. Just pull out the iPhone, Droid, Blackberry, or whatever to surf, scan, update, and connect. Then, if someone walks by, it is small enough to pop back in the pocket. 3G and now 4G provides the faster access to do this where walls used to restrict. The desktop computer is not necessary to access the outlets.

The mobile 4G offering is forcing the hand for many organizations. But more than that, the numerous devices with the ability to offer these speeds is part of the equation. If you walk inside any organization, walk down the halls, count the number of devices in the hands of people. Regardless of the place, we do not think about what people are typing on these devices, how they are surfing the web, if they are typing a work email or updating Facebook. Mobile devices are everywhere.

Hospitals are now going to have to think through policies, procedures, and education. Yes…educating not only the employees but also the patients. When it is appropriate to use devices, where it is appropriate to use mobile devices, how to use the Social Web. Social Media policy is about usage…not about restriction but about access. 3G and 4G now brings patients and their families into the Social Media usage policy equation. It is a game changer.

Recent Related Blog Posts:

4G LTE Technology: The Good, the Bad, and the Hospitals.

Healthcare Innovation & Mobile Devices

Hospitals should open the “pipes” for Social Media!

Bringing Good Ideas to Life – Inside the Academy

When I walked into class today…I could not have been so excited! SO PUMPED!

I sat and watched five different groups give five different presentations about the business models behind their Hybrid Entrepreneur project. But, this is not just a project…these were five legitimate business ideas. Each one, tremendous…innovative…socially driven…potential to generate a profit…created to make change.

But…here is the BUT. Are these students looking at these business ideas as a project for a grade or will they turn them into a viable business idea? What is the barrier that keeps students in the academy from taking a business idea generated in a class, translate into a passion, and produce a viable business?

This takes me back to my fundamental question: can you teach entrepreneurship in a traditional education model. What do I mean? Well, we teach students that we measure success in terms of A’s, B’s, C’s, D’s, and F’s within a timeframe of the semester. It is my humble opinion that entrepreneurs build businesses beyond the timeframe of a semester and do not measure success within a frame work of grades.

Think for a second, if a student generates a great idea inside a class…how can we change the culture so that they see the value of generating this big idea into a concrete business beyond the end of the semester. Each of these five groups have tremendous business ideas, but the common resistance to capitalize on this idea is the grade they are working to achieve. Also, when the semester ends…out of sight, out of mind.

I was riding around on Saturday with one of my mentors. We were chatting up ideas, business ideas….ideas that can scale into profitable businesses. As we were chatting, we were not focusing on just the future revenue streams but the creative outlet to translate a great business idea into a scalable success. If we had a white board in the SUV, we would have been writing all over the place, connecting the dots. There is a passion behind entrepreneurship that is not measured inside the constraints of semesters and grades.

Now, back to the classroom.

At the end of the class…I challenged each student. I asked them, what would it take to take their business idea and bring it to fruition. They sat perplexed, thinking about all the other classwork they had to complete. They murmured about time and the lack of resources. So, how do we teach passion and how do we provide the access to resources to convert ideas into reality?

I say we have to take the education of entrepreneurship outside the walls of semesters and grades. We have to provide a shift in culture. Academic institutions have to invest not only in the instruction of entrepreneurship, but also the financial resources that takes good ideas and brings them to life. We see this in the business world. Look at SCLaunch investing dollars in high impact start-ups with the hope they will create jobs in South Carolina. We see new groups like the Upstate Carolina Angel Network connecting good ideas with capital to bring these ideas to life.

So here is my question, how about bring capital into the walls of the academy, investing dollars in students’ ideas for a stake in the business. Many times, I think the barrier here is the ownership of the idea. What do I mean, well institutions are interested in revenue and intellectual property. They might argue these ideas were created inside the walls of the classroom, giving them an immediate ownership of the intellectual property.

So here is my thought, my question: how can we create a culture of entrepreneurship inside the walls of academic institution to truly generate great ideas and bring them to life. We must change the culture of the academy and create a culture of real entrepreneurship…bringing good ideas to life.

I will leave you with this story. A few months ago, I had the privilege of meeting Doris Buffett. She told her story about her eagerness to give away all her money. She created the Sunshine Lady Foundation to do just that…give it all away. But, she does not invest in SOB’s (as she so eloquently stated). SOB stands for Symphonies, Orchestras, and Ballets. She invests in human capital. One of her initiatives is the Learning By Giving initiative.

“The goal of the Learning by Giving program is to support and promote the study of philanthropy at the undergraduate level nationwide in order to prepare, empower and inspire young adults to become effective, knowledgeable and skilled philanthropists and leaders in their communities. The Learning by Giving Program achieves this goal by supporting undergraduate courses in philanthropy with grants of $10,000 for students to distribute in local nonprofits as an investment in solutions to community problems. The Learning by Giving grants enable undergraduates to experience firsthand the art and science of philanthropy through courses offered in a variety of academic disciplines; and encourage the growth of undergraduates’ philanthropic values and leadership activities over their lifetime.”

WOW! Here is a lady teaching the idea of philanthropy by providing grants to support students in their desire to help local nonprofits as investments in solutions for community problems. She is providing the resources, teaching philanthropy with seed money. Imagine taking this idea and supporting entrepreneurship at the undergraduate level. Seed money supporting the ideas of tomorrow.

Clemson’s Bill Treadaway Print Leadership Forum 2011

I was asked to speak to about 250 students for the 2011 Graphic Communications Bill Treadaway Print Leadership Forum. Speakers from around the country flew in to take part in this one day event. Leaders from big companies like HP, Praxair, Sonoco Trident, and InterlinkOne.

“Get the Big Picture: The Integration of Graphics, Packaging and Marketing.”
“The forum will feature key leaders in brand management, package printing, package design and marketing from across the industry. Their focus will be on how these disciplines use carefully aligned strategies to capture the interest of the consumer.”

So here I am, little entrepreneur chasing my passion in a line-up of big box organizations. So…I did what I know how to do best, challenge the students to find their passion and embrace the entrepreneurial spirit.

So here is my presentation. Some of the pictures in the presentation need an explanation, but for those who attended…it might help them as a reminder for for the points I made. Also…I ended the talk with a video, it is below the presentation.

If you cannot see the presentation in this screen, CLICK HERE to download the PDF. Also, if you want to download the poster listing all the speakers and event information, CLICK HERE to download the PDF.

Video and Blogs together…hmm, great combo

There is a reason why video and blogs work together…well, it brings personality. People want more than just a reading experience that is based on search-ability and getting information; they sometimes want to connect. As much as they hate to admit it…they want to learn more. They want to learn what makes the writer tick.

Video is such a crazy thing in this world of blogging, online media, social media, and mobile connection. Video provides depth. It takes us further than the textual words, those words that writers work so hard to bring color inside each syllable. Video does that…it brings texture.

There are a few reasons I work with clients to bring video into the everyday web experience, here are a few reasons:

It brings emotion to the screen. People get to see how someone talks, breaths, laughs, sighs, expresses, etc. It reveals the true emotion behind the written word.
It brings texture. The written word is a two dimensional field where we write our thoughts and hope that our ability to craft sentences provides depth. Video provides a three dimensional look into the screen that Brenda Laurel describes as the “theater.”
It connects social platforms together. If video is placed on YouTube, Vimeo, Viddler, or any of the other social video sites…it connects rich media outlets together creating a great SEO experience for the user looking for information.
It breaks up the monotony. As bloggers and writers, we get into a habit of just filling the screen with text within our blogs and web experiences. Bringing video into this online experience can bring a depth beyond the words providing connection points. People get to see who they are reading, and hear those words that are typed.
Video reinforces the brand experience. It allows the user to see the branded message in action, connecting those visual cues to the written word.
It takes the pressure off writing too much content. Sometimes it is better for something to be explained visually in video form, those ideas that are sometimes normally hard to explain in the written word. This takes the burden off of the copywriting or creative writing experience; allowing visuals, music, interviews, graphics to take the place of the written word.

There are many times in the world of blogging, people have a hard time articulating thoughts in written form. There are many times that a thought comes to mind, but we are not in a place to write. We are surrounded by devices that allow us to capture video. We can capture a special moment, an interview, an emotion, or we just want to talk into the camera. What ever presents itself, sometimes the camera is better suited to capture the moment than trying to write down the thought.

Use the media, do not be afraid. Video is a powerful tool especially if you want to supplement the written word.

Here are a few people who do it so well in the blogging context:

Organizations that do it well:

So bottom-line, do not be afraid to use that camera and integrate some video into your online experience. You can provide the rich insight many people are seeking.

Innovation…needed…

As I sit here this Sunday afternoon and work on the company’s finances, what was the major expense this month…gas. Yes, my business takes me on the road all over the Southeast. With rising gas prices brings higher overhead. Yes…many businesses pass off the cost of traveling to their clients. But bottomline…someone is paying.

As I ride from place to place, watch television…companies are touting their hybrid technology. But here is the bottom-line on hybrid technology…it is still oil dependent. Yes, they require some natural resource like gasoline to power the propulsion of the vehicles.

Ever since the creation of the modern vehicle, we have used some sort of gasoline or oil dependent resource to combust and create propulsion. If we want to rid ourselves of oil dependency and truly create vehicles that use a sustainable resource for propulsion, we must get rid of the internal combustion engine. Yes…

As long as we are creating “hybrid” cars, we are still using yesterday’s technology to provide propulsion. That means those that are trying to innovate with the idea of using water (H2O) in an internal combustion engine, we are still using yesterday’s technology to provide propulsion and a natural resource that many argue will one day be just as scarce as crude oil.

Many automotive engineers are creating engines that use electric compulsion. Where do we get our electricity? How much of the electric grid is producing electricity that is not compromising a natural resource. Is the earthquake and tsunami in Japan teaching us anything when it comes to creating electricity from nuclear energy?

We must start from scratch. We must be able to throw away what we know and think beyond the conventions we have been using for the last two hundred years. Where are those who are willing to innovate…those entrepreneurs that have nothing to loose, and create the next wave of technology. Who are the Francois Isaac de Rivaz’s of tomorrow?

Our story of the last two centuries has been written, who will write the story for tomorrow? We need you, oil dependency is driving business of today into the dark ages…un-sustainable. Small businesses of America need you.

Are you inspiring…

Write passionately I say…

Blogging is so hard to wrap our heads around. Finding our voice is even harder. We sit down to write and nothing comes out…nothing translates to from our head to our fingers. Who are we talking to…who are we trying to relate. Are we trying to write to inspire ourselves or writing to inspire others?

Sometimes it takes defining our motives…looking deep inside to define our voice and and defining those who we are writing with and for.

Do we write to meet a length quota or do we write without recognition of length, unknowingly fulling our space inside the walls of our blog…inspiring thoughts to inspire others. We write for ourselves but we write to be “read”. We want to articulate…we want to connect…we want to be heard.

So why do you write. Do we write to fulfill other people’s parameters or do you write with the same passion you find in life. Are we so wrapped up in the technology that we forget to write our thoughts that bring inspiring thoughts to our daily lives. Watch out, we might say something that inspires another person…and create a culture of change.

We must write…write what drives our soul. We must ignore the constraints, forget the technology, forget the competition, and write the inner most passion that makes us get up in the morning and conquer the world.

We are entrepreneurial writers at heart…we believe in our ethic…to write passionately.

What is social video???

So I have been thinking what makes video social? Yes….what makes our video content connect with audiences in a social, fluid environment. Well, it is my opinion that it comes down to technology and content. Seriously, there has to be relevant content that relates to an audience in a way that makes them have the desire to share. Then, once they want to share…it has to be supported by technology that does not prohibit the ability to share.

Recently I have been harping on Flash Video and how it marginalizes certain audiences…and this is all about technology. If I have a device and a friend shares a video with me, I click to watch and cannot view the content because the technology does not support Flash…then the video is not social.

So when I think about the technology aspect of social video, it can be broken into two arenas: enabling the ability to share the video and enabling the ability to search and find the video. But before we get to technology…let’s try to talk about characteristics of social video. So let’s think through this a bit…ways we can make our video content social.

Content:

The video message has to be compelling.
The video message has to have an action item.
The video appeals to our emotions.
The video message makes us want to share.

Technology:

The video has to be hosted and compressed so that it plays fluidly in majority of online environments.
The video player that displays the video is using the latest technology to meet your target audience’s devices needs. If it is HTML5, Flash, Quicktime, or what ever…it needs to be able to reach the largest section of audiences to consume the video content.
The video content has to be associated with searchable terms. We know what it means to make our webpages rich with searchable words…but now our video has to SEO rich. So whereever it is hosted, it must support searchable tags and video descriptions.
The video content must have a permalink to link directly to that video. You do want people to share your video, so it must have a link to post on social sites and email for reference.
The video content must have rich embed options. You want the masses have the ability to embed your video into your blogs, websites, and other online media outlets.
The video content needs to have the ability to have a title that is associated with the video. Places like YouTube and Vimeo provide that option to make the content searchable.

Let me give you two examples:

1) IT-oLogy Open House:

I worked on a project a few months ago with the sole purpose of telling the story of a new brand at an open-house. IT-oLogy was formerly the Consortium for Enterprise Systems Management. They were launching their new brand at the open house for their new building. So we produced a video that had all their partners and supporting agencies describing IT-oLogy in their own terms. We made the video fun, goofy, yet appealing to the 250 plus people that would attend.

When I showed up to make it play on their new big screen, the people were still installing the technology that supported video playback. So…we uploaded it to YouTube in full 1080p and played it on a big 50 foot screen from YouTube. They had the bandwidth to support the higher quality and it played well. When we uploaded it to YouTube…we made sure we named it properly, gave a rich description, and implemented logical tags. When people left, they wanted to go find the video. Why…because it was cool plus most of the people in the room knew the people in the video and wanted to share with their co-workers. They were able to embed in their blogs, email the YouTube link to their friends, share it on social outlets. A quality message maximizing technology to enable sharing.

2) My Class at Clemson

I was putting together a presentation about finding your passion. I found this great video called “Where good ideas come from.” I wanted to share it with my class during my afternoon session. I like to use my business Facebook page as a place to save cool links that I might want to comeback to later. So I posted the YouTube link to my Facebook page with a description of it’s intended purpose. So when I got to class, I pulled up the video from my Facebook page and played it for the class and they loved it. Afterwards, I noticed that a conversation started happening on Facebook under the link I posted.

The conversation was around entrepreneurship and where great ideas come from. People from the academic world, business world, entrepreneurs, etc. were commenting and discussion the underlying theme behind the video. At the same time, before I could email the link to my students, one of them posted the link to their Facebook page thanking me for sharing in class. That means that they were able to do a Google search for the video, find it, grab the link from the video, and share with her friends. Steven Johnson was the speaker in this video and a group called RSA Animate produced the visuals. These people not only inspired me to share with my friends, students, and colleagues….but they also inspired and enabled others to share. The content was engaging and inspiring and the technology was seamless to enable the ability to share.

What are your thoughts? How are you using video socially?

Listening for moments…

This past weekend…I was on the coast. Actually on the Outer Banks near Kitty Hawk, NC. I found myself in the middle of a story…one of many layers. For the past few months, I have been working on a project surrounding Clergy Health in North Carolina…going inside the lives of a few pastors in North Carolina.

I found myself in Poplar Branch, NC on Currituck Sound…just inside the Outer Banks (OBX). My goal, to interview Pastor Renee Edwards and capture her story. Her story is one of amazing grace…finding her place with a congregation on the OBX. But this post is not about the project, but this little moment in time while following her. See this post is the story behind the story! It is about the story that probably will not make in the final project.

As I walked into the Sunday School room…I was so worried that my big camera would take away from the morning’s chat. So I tried to do my best to be like a little mouse, moving all around capturing moments without disturbing anyone. Paston Renee Edwards introduced me as the session began…it was 9:45am and the talk for the day was about a letter.

There were probably 12 or 13 in the class and each wrote a letter to God. One of those exercises that has such a personal place. I was so worried…this small little room and this big ole camera intruding in this little moment in time. My goal was to capture some interaction between Pastor Renee Edwards and the rest of the class…let’s just say I was in the right place at the right time.

Each person had an opportunity to share their letter. A few shared and tears broke through. It was like I was suspended in time watching from a 1000 miles above yet feeling the emotion like I was sitting next to each person reading. One of the gentleman chose to read his letter…as he moved to the toughest part of his letter, he passed it to his wife to finish the last few lines. As I looked over, Pastor Renee Edwards was holding his hand, shedding tears with him. Such exposure, so much trust, willingness to share for all to hear.

As each person read their story, their letter…Pastor Renee Edwards was there to listen and comfort. Letters to God are words from the depths of our souls. Words crafted from our deepest feelings, expressed in ways we have never been able to articulate. Language gave life to these deep thoughts, expressions for all to hear. The tears provide relief and resolve that the burden have moved from their hearts to their pens.

As we moved around the room, I was slowly moving from spot to spot…trying to be prepared to capture the moment. I wore soft shoes that morning and made sure I had the rubber footings on the end of each leg of the tripod. This allowed to move quickly and reduce noice for noticeable movement. Churches have a tendency to creek and echo with the movement of video equipment. I have to have the ability to move fast, effortlessly so that I can be in the right place at the right time…capturing that moment.

A gentleman on the opposing corner from Pastor Renee Edwards decided to share. He fumbled through his book and decided to pass for someone else to read. You could tell he was going to have a hard time reading his deepest thoughts. His son-in-law was sitting next to him and he too past it on for someone else to read. Pastor Renee Edwards was next in line to read this letter. As she agreed and began to read, it was apparent that the letter was about her. As she read the words, her eye-lids began to fill with tears. Tears…those tears that express thankfulness and humility. It was the ultimate compliment, the ultimate moment…to capture the subject of the day reading a letter to God…and it was thanking her!

Moments in time make storytelling so wonderful!

POSSCON 2011 – Day One – It is all about COMMUNITY!

As soon as you walk into the doors of the Columbia Convention Center…you can feel the energy. It is more than hustle and bustle, it is more than meeting new people, it is even more than learning about open source software…it is about the community. There was even a special Gowalla spot created for the event…pretty cool!

I spent some time talking to speakers from the conference, that had lots to say. “POSSCON is a great event, lovely convention center, fabulous event, spectacular speakers,if you at all are interested in open source or that technology community wrap around…this is a place to be,” says Phil Yanov who is the founder of GSATC.

So what is POSSCON…well, let’s take a second to figure that out. POSSCON is the Palmetto Open Source Software Conference hosted in Columbia, SC. It is a community of conversation around the idea of how open source software can provide solutions for businesses, educators, healthcare, developers, and the list goes on. So you ask, what is open source software?

“Open source is more than cost reductions and savings, it is also about creating effective, productive, high performance production shops and there is a real connection between the empowerment that open source gives developers and their ability to put together solutions that really matter for their end users,” says Jeffery Hammond, Principal Analyst for Forrestor Research.

Wikipedia defines open source software (OSS) as computer software that is available in source code form for which the source code and certain other rights normally reserved for copyright holders are provided under a software license that permits users to study, change, improve and at times also to distribute the software.

WOW, what does that mean? Well, it is software that openly allows users to use, alter, and integrate to fit their needs. Think of a piece of software you have recently purchased and thought, man if I could change it to fit my needs. Well, open source provides that opportunity.

POSSCON is a conference that is surrounded with professionals, educators, students, executives who find value in learning and collaborating to find and build software solutions to meet their needs…outside of proprietary software. Everywhere you look, there are leaders inside the walls of the convention center; teaching, educating, and providing best practices surrounding how they are using open source software to solve problems.

Leslie Hawthorn, Open Source Outreach Manager at Oregan State University said it best, “It is also great to see so many people from the business community here, breaking out of those traditional ‘hackers’ ‘suits’ silos.”

POSSCON is more that just software…it is a community. A community of people connecting, engaging, and problem solving. This open source community is a place to freely exchange ideas, connect, solve a problem, and learn something new. “There area lot of people here and they are engaged!” Jim Jagielski, President Apache Software Foundation/Redhat goes on to say, “As you are talking, people are typing and listening…they are engaged! There is a wide variety of people here…we have students, we have CIO’s, CTO’s, we have guys in jeans, people in suites and ties.”

I think William Hurley, better known as Whurley and CTO of Chaotic Moon Studios, summed up the conference rather nicely, “At the end of the day, you want to go somewhere where you are surrounded by like minded people, who have some similar goals and objectives, who are totally willing to share very honestly, very openly…everything they know…and this is the a great environment for that. POSSCON is a little bit more about active participation.”

Enough said…check out POSSCON!

The Hybrid Movement…

As you know, I have been teaching the idea of Hybrid Entrepreneurship at Clemson and it is amazing how the class is evolving. What are we finding, that it is hard to define exactly what a hybrid entrepreneur and how it is applied to a business.

Here is our basic definition: A hybrid entrepreneur is an entrepreneur that has identified a social cause and using an entrepreneurial business idea to solve this social problem and will generate a profit.

The most common example is Tom’s Shoes. For each pair of shoes Tom’s Shoes sales, they donate a pair of shoes to a child in need. Solving the social problem of children in need, yet generating a profit from the enterprise.

The biggest debate in the class, does this business model have to start with the social cause as the main focus; or can the business have a great product/service and searches for a social case to solve as a way to meet the criteria. There is an in-class debate either way…but it is my opinion that it comes to the social cause as the main initiative. I think there is a hierarchy in this definition:

1) Entrepreneurial
2) Solving Social Problem
3) Generating A Profit

There are so many organizations in the latest “Green” movement to “Save The Earth.” There is a whole class of individuals that have the social desire to solve social problems, but they do not want to create non-profits…they want to generate a profit. They want their cake and eat it too! I do not blame them.

So for the rest of the semester, the students of this class have two months to identify a social problem, create and start a entrepreneurial business model, document the process, and present their business. Yes…two months. They have lots of work to do and they have some cool social business ideas. Bottom-line, they have to find something that is micro enough to get it up and running and find a way generate a profit.

We are in the process of reading a book called “Starting from Scratch” by Wes Moss. It is a book full of case studies of entrepreneurs that have found their passion, started a business, and succeeded against the odds. This book has a few that might fit the hybrid business model. So why am I telling you this…because I want this class to be able to write the book on hybrid entrepreneurship. I want this class to be the first to really talk and explain this model, research and find case studies of examples, and put the model to work.

It is my hope this class comes closer to helping us all define what hybrid entrepreneurship is all about.

Healthcare Innovation & Mobile Devices

What does this video have to do with this post? Well, the exchange of information across the “Cloud” in a secure fashion. We are in a new world when it comes to patient information…especially with new devices like iPad2 and Motorola Xoom. So, let’s shift gears…let’s think about the possibilities with these new devices and this growing network.

So the iPad2 is out…and the buzz is HIGH! What is so cool, it has a two cameras with the ability to connect with 3G access. But it is not the only device/tablet out there with the same specifications. There is the Motorola Xoom and the Samsung Galaxy Tab…also carrying two cameras on the front and back and 3G access. So what does this mean for the healthcare industry…A LOT.

Imagine you are having a heart attack and the ambulance drive is 20 minutes. The EMT’s that show-up put you in the ambulance and start screaming down the road. The EMT pulls out one of these devices, connects via 3G and has a video conference call with the cardiac physician at the hospital. The physician can look at the patient, talk with the EMT, see the EKG, and communicate. Imagine the vital information that is exchanged via video conference while taking notes via an EMR on one device…wirelessly communicating with the physician…in real time. Life saving communication.

OK…hold your horses before you get too excited. We have to figure out how to protect the patient’s information. We have to decide, where is this data going to live? Seriously, will these tablets be able to access the EMR’s as a host or actually download the data to the device? Well, if it is downloaded to the device…what if it is stolen or the EMT decides to take it home to play? There are some talks about maximizing the GPS capabilities within tablet, and when it gets so far away from the ambulance or mobile care unit, it wipes the internal drive. Yep…you try to run away and poof, the data is gone.

Another concern…should the EMT need to access the full EMR? Do they need to know all the patient’s history for critical care situations or just recent history, current medications, and DNR requests.

Lot’s of logistics and IT infrastructure issues to think through. But with the upcoming release with the 4G LTE network from Verizon along with AT&T possibly purchasing T-Mobile…the infrastructure is going to be in place to support this transfer of data. Combine that with the scalability of “Cloud” computing…even a bigger WOW!

I think the biggest perk of these devices, the ability to combine the front and back cameras with access to EMR’s simultaneously, in a mobile situation. Being able to review a chart and consult with a physician via video streaming…all in one device. Video is going to become ever more present in the charting experience for providers. Not only sitting down to write in notes, but to record physician thoughts via video. How about the physician being able to video interview the patient with a mobile device and upload it to the EMR. Powerful information that cuts through the textual notes from the physician. No offense to you physicians that input great information and do great dictations.

These devices are going to transform mobile healthcare especially for critically ill patients. The ability to video conference via a wireless 3G device (4G on the way) and take notes on the EMR…this will help streamline critical decision making so when the patient crosses the doors of the ER/ED, assessment time has been cut dramatically.

The possibilities are endless…I think?

We are human…

I am right smack in the middle of this mess. It is a mess and it is so disheartening. I have grown up around the world of healthcare. My mother is a nurse and has worked for Greenville Hospital System as long as I can remember. She has worked as nurse manager in the operating room, worked in the emergency room, became a nurse practitioner, and has served in many free medical clinics.

As a new media marketer, I have clients that have many different positions in this healthcare debate. I work with a hospital association (SCHA) that advocates for the patient, major hospital system, insurance provider, insurance broker, and I am a small business owner paying my own medical insurance. I see many different view-points of this debate.

Each month, I write a big check for my HSA plan to cover me and my wife. It is expensive and for a while Sarah and I went without insurance. I am also an advocate for access to care. I have produced more short documentaries showing those who cannot and will not ever be able to afford health insurance and decent medical care. I also have sat in the emergency departments and listened to my mother tell stories of those who have abused the system…from Medicaid, Medicare, and the list goes on. So why do I write about this topic…because I am human.

When you sift through the semantics and the political maneuvering…the bottom-line, we are humans. We as humans should be able to have access to those who can provide care. I remember doing an interview with a woman who had lost her job, looking for work, and all she needed was her high-blood pressure medication. She was so embarrassed to ask for help. This free medical clinic provided six months of medication for her…and let’s think how this has helped. If she did not receive this medication…her risk of having a heart attack increase dramatically. If she has a heart attack, 911 is called, she would be transported to an ER/ED, put into a critical-care unit, and the bill starts mounting up. Guess what…she would not be able to pay. The hospital would have to eat the cost of these services. Simple preventative medication and access to this care can prevent thousands of dollars in written off billing. This scenario happens everyday.

When I mean that humans deserve access to care, I believe in preventative care. Access to preventative care and patient education is key to the success of tomorrow healthcare system. I believe in providing affordable, competitive insurance to those across the board. Why is it that the one sector of business in American, the one that drives this economy, cannot afford access to affordable insurance. Small business like me spend more on expensive insurance premiums, these resources can detract from innovation. Yes…writing the check each month to a insurance provider can seriously destroy the entrepreneurial experience because it is such a huge economic barrier of entry for care.

When I interview these individuals in free medical clinics, or those who have used Medicaid to have a child…I think that could be me. They look like me…they are fighting through this troubling economic time period plagued with the healthcare debate. The more time we spend debating, fighting each other in court…the more money is spent not solving the real problem, providing an affordable healthcare solution to those who can provide to care.

This debate is driving innovation right out the door. Small practices are having a hard time surviving during this debate wondering if they should join the big box hospitals to whether the storm. Small practices that want to be innovative yet cannot survive in this costly debate.

I will say it here…I may not agree with the complete healthcare package but I believe that this package has forced reform. This country needs reform in healthcare. There are too many americans without access to care and they are the same ones who are driving up costs. It is a cycle, lack of affordable coverage that leads to individuals treating the local emergency rooms as primary care physicians. Lack of coverage has led to less access to preventative care. Less affordable coverage is actually the main reason why our premiums are too damn expensive. Please, re-read that last sentence…it may not make sense, but think about it a bit.

Just a few weeks ago, Sarah and I found out we have been able to finally get pregnant. I run a small business and we are crunching numbers to make sure we have our finances in order to cover the cost of the next 7 months…then transitioning to coverage for three people. It is expensive for a small business and an entrepreneur. It is necessary. But, imagine those who cannot even consider to have this conversation. Imagine removing programs that provide care for those who are having children and cannot afford insurance. They are all around us. Young families just starting out and they look like you and I. They are not taking advantage of the system, but they want to have a healthy family. Will removing the access to care help the state and federal bottom-line, if that child is not born in a manner that is provided the best possible care…that child will end up in the ER/ED and drive up costs for unpaid services.

*The image above is from a two-day free medical clinic that provided thousands of people with free medical, dental, and vision care in 2010.

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