Author Archives: Howard Greenstein

About Howard Greenstein

Howard Greenstein is President of the Harbrooke Group.

Susan Ettinger at Social Media Jungle

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Talking about practical ideas for helping companies relinquishing control, naked PR and the need for companies to develop social models for communication

Every company has to address the fact that Walled Garden PR is over  – except Apple. Until recently – the last few days – about his hormone imbalance announcement. Blogosphere created such pressure along with mainstream media that they had to disclose what was going on.

Corporate commnication can’t be closed off – when you open up to all other company areas – there’s major fear.

Top 10 list of things that need to happen:

Good conversation doesn’t scale – you need to accelerate it – let more people have relationships and facilitate more conversations.

Don’t forget to question tactics – embargos, ndas, etc – many of these things don’t work for bloggers, social media.

There’s an incredible amount of social media content creation right now – it is now a low risk thing to create content.

Social Media is called Social for a reason – put what you’re doing through that filter.

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Chris Heuer at the Social Media Jungle

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Need to understand and reembrace some fundamental principles related to social communications and social technologies.

Welcome to the Era of social conversation, people want to talk to people, not be messaged to.
The difference between “talk to the hand” and “what can I give you (handshake)” is the difference in most communication vs social communication.

There are no levers to pull to get more twitter followers and sales.

90% attitude, 10% aptitude.

Principles – be human, be aware, be honest, be respectful, be a participant, be open and be courageous.

Be human and be yourself .
Be aware and be smart – know what does and doesn’t matter – be a good filter for others – most people don’t scale.

Be honest and have integrity.
Be respectful and live by golden rule – disagree with respect.
Be a participant – and contribute value.
Be Courageous and be willing to fail.

How can we encourage more personal development and become more

Jeff Sass at Social Media Jungle

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Example – Disney employee heard Sass and his girlfriend debating riding Aerosmith the ride – 70 min wait for a 90 second ride and his girlfriend didn’t want to go.
The Employee gave him a fastpass for that hour, to let Jeff jump the line and his girlfriend didn’t have to wait very long at all.

Here’s a link to Jeff Sass’ “Learn, Baby Learn” presentation from the first Social Media Jungle event. Much of Jeff’s presentation is similar today – and I wanted to link this because his slides are really smart and well thought out.

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Ben Grossman at Social Media Jungle

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Teaching his grandma about social media – she recognized Twitter via CNN.

ROI from Social Media:  – Quarterly or Annual return on investment – but it typically is somewhat simplistic and misleading. It may not account for brand loyalty or external factors like economic downturns.
May be time to consider customers, brand, and external factors.

Coke has had billboard in Times Square since 1932- not exactly a standard ROI measure

ROBI – Return on Brand Investment – in theory  measures all external touchpoints for brands, not just $ spend.
Uses aggregate consumer response, takes into account brand loyalty, external factors and residual value.

ROCI – return on Customer Investment – Would allow marketers to identify returns, attitudinal responses, and data about who provided feedback, using power of internet , to be a better predictor of our future actions.
WIth growth of semantic web, it will become more of a reality.
How to do this more in real life: Really great blog post  by Louis Green, L&G Business Solutions – comparing ROI to Value – his idea of value is ROBI and ROCI . (Can’t find the exact post – Ben, please comment on this.) Update: Don’t Say ROI Unless you mean it is the article. Thanks Ben!

Figure out who in your organization can execute your strategy on a day-to-day basis. Very critical to get the right person.

Q: how do  you help clients figure out appropriate metrics?
a: Really emphasize the education section – make sure client knows about all the idea available and what works best for client’s business results.

Dean Landsman: Notes Ben is: Gen Y Digital Native – GYDN – offer GYDNce (guidance.)

Return on Influence (vs return on indifference?) – Return on Impact

Robert Scoble at Social Media Jungle

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Robert Scoble tweeted he’s at SMJCES, a follower asked why it wasn’t on his event calendar. He hadn’t added it to upcoming.org, so the follower did it, he added it to his calendar, and now his followers can learn about it.
Brogan tells Scoble that he should keep posting these upcoming events because they have become a resource for the community.
Scoble: IF everyone tags stuff CES2009 then people can find the events.
When Scoble adds a new event to his calendar, it goes to his FriendFeed (and you can do the same with Facebook.) this tells your friends and followers about the event.
FriendFeed shows many concepts that aren’t quite “cooked” yet. EXAMPLE: Yesterday there were 10 people live blogging and audiostreaming, etc.
Venturebeat used FriendFeed – was faster than, say, live blogging like Engadget – and it also allowed real time engagement.
Robert: “In the old days when you used to use Google to try to find what was going on in real time” – noting that many other things like FriendFeed, Google News Alerts, Twitter, are all closer to or actually are real time.
You need a way to aggregate and bundle. – Robert is using a Friend Feed Room to aggregate CES.

RT from @LawD: If you are using tweetdeck, upcoming.yahoo.com and/or friendfeed, you are a social media grad

No one clicks “Favorites” on Twitter -doesn’t help the community. When Scoble clicks ‘like’ on FriendFeed – it can be made to alert the community and can benefit others.

Scoble experiment from a few months back: Show up in Times Square at noon, and win a drive, and the person who you learned about the contest from on Twitter also won a drive. (Disclosure – I got a drive because Jay Bryant used my Tweet. It has literally saved my computer. thank you seagate and scoble. /disclosure).

Question/Comment: Abundance of connections and connectivity is changing society.

Scoble: Speed of how quickly video, audio, pictures get put into the stream is also increasing.

Scoble: IN China, everyone’s on Twitter – including people running supply chain for tech companies.

Companies are membranes – countries are membranes – you can push on them, as long as you don’t break them – and change their boundries.

Q:Where’s the line between too much information, privacy and voyeurism?
Robert: you never see my bedroom, other parts of my life – some people don’t like their kids photos up, I don’t really care about it.
Most kid see all their friends on Facebook – sharing everything.
Some people – there’s more privacy need, more friction exists – especially for some people older than me (Scoble, though we’re roughly the same age.)

Jeremiah Owyang – Social Media Jungle

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Jeremiah-coming in via skype –  makes point via slides that more people this year (2008) are “joiners” than in 2007 – though content and sm behavior is still much more driven by younger people – older generations are much less apt to be creators and even joiners.

Social Media as Jello – forms are changing.
Content like Shish Kebob – bite sized media, no longer just steak.
Rubel: Attention Crash – we have less attention and more people
Content is more bitesized too – like Twitter, which was the fastest growing network by % in 2008.
People are snacking on content.
How do you respond?
-SM adoption will increase during recession
– Like Jello, media takes many forms – make sure your content is ‘spreadable’
– Cut up the steak and make it bitesized to be sure that you are able to have your content spread rapidly.

Question: Is it dangerous for business to be looking at SM as a quick fix now?
A: Not all biz are doing this as a quick fix, some have been trying for a while. We encourage people to get into it for the long haul.

Question: Does productivity get impacted by social media creation? What does creating bite size content do for companies?
A: Companies are doing a lot more ‘bite-sized’ videos on Youtube with full content on their own sites – smaller versions easier to share. like giving away appetizer and full meal costs money.

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Social Media Jungle – Intro Remarks Pulver and Brogan

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Social Media Jungle –
These are real-time notes. Typos included.

Jeff Pulver
Presence is the key to Social Media – from “dial tone” to presence – which will trigger conversation more directly than just dial tone – whether FB or Twitter or other.
Based on your relationships and what you’re sharing – that is what triggers business and relationships

Chris Brogan
Raising Armies and Navigating the 7 Seas of Blogging
–    There was the Naval/ Queen’s fleet – England would try to fight America, but we fought in a non-standard way. SO England found Pirates to fight for them.
–    English cared about the paint job on their ship. Pirates didn’t. They just did what was asked of them.
Difference between Engineers and Marketers – “This is how we do stuff” vs. “We’re going to die! Oh, wait, my mistake.”
Get over the notion that we’re doing some thing cool, and DO SOMETHING with it.
At end of Matrix – Neo realizes he no longer has to Dodge the bullets – he can just manipulate the data.
SO Ignore the leadership who don’t get it – and work with people who do or who want to get it.
2009 – Work outside your own company framework and engage with them. Build virtual group, teams, organizations and engage.

UPDATE: My comment – This year, 2009, should be the year we stop telling people they “don’t get it” and what I hope to do this year is to make sure everybody gets it.

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Back to the Social Media Jungle once more

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On Wednesday, Jeff Pulver’s Social Media Jungle conference will run at the Consumer Electronics Show. Dean Landsman and I will be speaking about the Challenges of the 3 Screen World – namely, your computer, TV and mobile device. There are many ways we interact with information in all these media, and we’ll discuss what customers (the people formerly known as consumers) are looking for, who’s doing a good job giving it to them, and what you need to know to reach these people. (These people being, of course, most of America.) We’re also thinking about how Social Media and technology change across the 3 screens – you’re not doing Facebook on your TV – yet – but where are the things that make this easier? You’ll have to see us Wednesday in Vegas to find out more.

Jeff previously ran a smaller Social Media Jungle event at his Pulver.com offices, and you can see our previous presentation at the Social Media Jungle 08 as well as a video of our talk.