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Understanding
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Armed with talent, knowledge,
and a desire for perfection. SOHO PLAYERS
We are a group of superhero designers,
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2 The Social Media Cocktail Party 14 Always Offer A
For a FREE consultation with a real hero, Scott Baitinger Helping Hand
call us at 414.828.2123.
Andy MADE® Communications Group, Inc. Jason Jacobsohn
Theimer 262-241-0011 Sales Results, Inc.
Nelson Email: scott@madercom.com Phone: 773.368.0229
Party Scott Baitinger followers. Let them know you appreciate their interest in
your company. If someone acknowledges you or a post Working together: It sounds easy, but it’s actually
you’ve made, return the favor. quite difficult when you recognize what a wide range
Recently, I came across an interesting article that compared
of personalities and learning styles comprise many
Twitter to a cocktail party.
5. Don’t monopolize the conversation. The key groups of people – inside and outside the office.
In his BtoB magazine article, “B-to-B followers flock to word here is conversation, not lecture. Social networking is all Academics in fields that study group dynamics – in
Twitter,” Rich Karpinski quoted Scott Townsend, the
about engaging in two-way communication. If you’re selfish particular, psychology and education – have worked
marketing director of a uniform service company, as saying,
and don’t allow others to talk, you’ll look like a bore and hard to design theories of teaching and learning that
“If you approach Twitter as cocktail party conversation, ask
people will move on.
yourself, ‘Would I show up to a party, shove business cards in account for individual differences while harnessing the
everyone’s hand and tell them about my business and why they power of collective decision making and collaborative
should buy from me?’”
6. Don’t say something you’ll regret action. One useful concept that’s emerged from the
Not if you wanted to be invited back. tomorrow. Granted, the honest commentary of social fray is constructivism, which recognizes the gains
networks, such as Facebook and micro blogs like Twitter, that result from hands-on learning processes and
The more I thought about this, the more brilliant and appeals to followers. That being said, don’t get carried away in
understandable this analogy became. If your company is activities that are group-focused, yet tailored to the
the moment and reveal something you shouldn’t. Keep those
venturing into the realm of social networking, you better individual needs of their members. It’s an idea based
little privacy, proprietary and legal issues in mind. For this
brush up on the social etiquette of any good cocktail party. upon the assumption that people don’t just learn
exact reason, Kodak publishes guidelines and suggestions for
Kodak employee tweeters. from experiences but create meaning from them. In
an era when corporate culture is often lampooned
ce
an attractive framework. Susan Ballje and Anne
v i
networking for fun or altruistic reasons. But at the same time,
d
people, don’t show up at the fraternity kegger. Utilizing social
s o m e a media for your business or personal brand growth means you are not there for the hard sell. Your presence should be Nordholm, who head the education-management
Her e ’ s t h e
selecting the appropriate social networks, such as LinkedIn, more about building and living your brand, engaging your consultancy Bastante LLC and the Great Lakes
g
customers, facilitating their loyalty and finding out what they
i n
Facebook, Twitter, social tagging and other Web 2.0 sites. Constructivist Consortium, a collaboration of schools
r c r a s h Before you select your party, determine your social media need. The last thing you want is for people to wonder who and organizations that develop their curricula and
fo campaign goals. This will help you identify which network is invited the salesman to the party – and split.
ng
cultures based on constructivist learning principles,
r k i
better suited for specific elements of your campaign.
i a
8. Know when to leave. You don’t want to allow
o c
business that’s committed to serving others. While
s v e l y : 2. Upon arrival, start mingling. Ease into the social networking to consume too much of your day – which
i
industries with a strong interest in service and/or
e f fe c t room. Check out who’s there. Listen to what people are talking can easily happen. Spend a set amount of time participating
community-building – from nursing to technology
par t y about. There are monitoring tools, such as twitscoop, that in social networking, and then go back to your other work.
development to environmental advocacy – may see
can help you assess the conversations taking place. Join in on Remember, co-workers don’t let co-workers drive themselves
crazy with nonstop Twitter updates. the most obvious opportunities for implementing
conversations when you have something helpful to contribute.
constructivist principles, any enterprise that believes
in the power of creativity may stand to benefit,
3. Refresh supplies on a timely basis. When 9. Toast yourself. Even if you are arriving to the party
Nordholm argues. Of course, as major players such
you run out of food and liquor, people leave and the party is late, you made it. And being fashionably late is always the
best time to arrive. Be patient when entering the social media as Google know, investing in creativity is one of the
over. If you want to keep people engaged, commit to a fresh
supply of information. Tweets need to be updated on a regular world. It takes time and effort to develop friendships and make smartest choices almost any business can make. It’s so
basis. No one wants stale information. connections. Welcome to the party. valuable that it’s impossible to put a price tag on it.
continued on page 4
Businesses, Ballje agrees, have an incalculable need for going beyond web 2.0
employees who can solve multifaceted problems, collaborate
with a wide variety of stakeholders and stay focused during Racing Past Web 2.0 In A
periods of uncertainty. In other words, they need creative
thinkers, not status-quo enforcers. “We hear this from Taco Truck Jeff Larche
the business community all the time at conferences,” she
This first column about the world beyond Web 2.0 needs to start with some perspective. Let’s acknowledge
said. “Businesses want creative thinkers that work well with
where we are now and where we’ve traveled.
others.” Thankfully, constructivism provides a goals-oriented
greenhouse in which to grow an organization’s creative And brother, what a bumpy ride it’s been. I’ll bet your first experiences with the Internet were similar to
mine. Everything came through an excruciatingly slow dial-up phone connection. Most time on “the
processes, plus the discipline to accomplish those objectives
information superhighway” was spent puttering along – waiting for pages to load – or for crash-prone
both now and in the future, she says. Nordholm stresses computers to re-boot!
that goals are made clear to each and every participant
This “world wide wait” is our heritage. It was Web 1.0.
in a constructivist process, even if the means to achieving
them differ. And while standards are high, the environment Then came what we have today. First, Web sites are less punishing. In many cases we can view a snippet of
remains supportive and trusting, even when the going gets what our next page offers before we even click to go there. For example, Netflix previews film descriptions
and poster graphics in floating “bubbles” that appear when we move our cursor over movie titles.
tough. This culture of acceptance is important in helping
individuals “tap into prior knowledge and understanding so Our experience of the Web is more rewarding in another way big way as well. Thanks to smarter search
that new knowledge is integrated” and explore gray areas: engines and a “link economy” where sites readily link to other sites when it is helpful, we are finding more
of what we crave – whatever that may be. For health information, financial services, travel assistance – and
differences of opinion, variations in ways of getting things
just about anything else imaginable, it seems you can find it served up piping hot. If Web 1.0 was a bread
done and contradictions between ideas, Nordholm says. line, today’s Web 2.0 is a broadband-fueled banquet of choices.
In other words, nothing’s black and white, and no one This food metaphor is apt. I’ll get to why in a moment, but first, there’s one more way that today’s Web
is a cog in a machine. A business isn’t a machine at all; experience kicks the snot out of the web of the 1990s.
it’s more like a river that gains a forceful current from a This Web 2.0 world of ours is also about friends. Some friends we grew up with. Others we went to school
variety of tributaries. And rather than a finite product, the with. Still other friendships we forged online and have not yet met – or they’re friends we’ve met online and
constructivist process generates ideas (and connections ultimately hooked up with. Yes, hooked up as in married.
between them), as well as energy, a sense of belonging According to a New Scientist report of a Harris Interactive online survey, polling more than 10,000
and a tangible result. “If we are continually performing
We Find Answers
Americans married in some months of 2006 and 2007, more than one out of every six 20-to-44-year-olds
perfunctory tasks to ‘get it done’ through factory-like first met online, and within the 45-to-54 age range, that rises to nearly one out of every three – 31 percent!
repetition, the thoughtful, creative, productive use of heads,
hearts and hands is lost,” she says. And while those who take Where Do We Go From Here? Answer: Anywhere!
part in a constructivist activity are given plenty of time to The future of the Web – the much-ballyhooed Web 3.0 – won’t be about Web pages as we know them at all.
reflect on their contributions – both their content and their Oh, no, the future will include Web experiences, but will ultimately be about digital connectivity and utility
meaning – they are also expected to defend and communicate that we get from a mobile device. Most likely it will be through our smartphone, or whatever that morphs
into. (Brilliantphone?)
what they have learned to others. In essence, it blurs the
distinction between student and teacher, worker and boss, This move to mobile been predicted for quite some time – even by me. Nearly three years ago, I blogged
and expects everyone to learn, lead and communicate. In about how mobile marketing of tomorrow is beyond anything you can imagine. There I talked about
how entrepreneurs and other businesses (notably bank branches and Starbucks) currently say goodbye to
a business setting, this can mean learning from clients and
revenue and profits because of the tyranny of real estate.
customers rather than just directing messages at them. It
also can mean businesses becoming active partners – not just It’s absolutely true that real estate is about location, location, location. In fact, where you’re located directly
• Business Organization DELAFIELD
400-D Genesee Street affects brand loyalty.
quiet neighbors – in their communities. As the old saying • Commercial and Residential Real Estate
Delafield, WI 53018
• Contract Preparation & Negotiation
TEL 262.646.5812
goes, what goes around comes around. Or, as Ballje puts • Employee Benefits
FAX 262.646.3340
Here’s what I mean: We like to think that because there is a Starbucks on every corner that proves the
it: “It’s not a linear message but circles of ongoing dialogue
• Environmental
M I LWAU K E E
marketing potency of that brand. But what it really proves is how fickle coffee drinkers can be, even
• Estate & Business Succession Planning
700 North Water Street Starbucks coffee drinkers! Starbucks leadership, and the leaders of the banks that pepper city maps with
and learning through experience and looking back on the • Labor & Employment
Milwaukee, WI 53202
• Land Use & Zoning TEL 414.276.5800 dozens of branches and ATMs, are painfully aware that their customers won’t walk or drive far. If a
process.” • Litigation/Dispute Resolution FAX 414.276.0458 competitor is in their path, typical customers will all-too-quickly switch loyalties. So the only businesses
• Tax
www.wbb-law.com holding the real power in this brand equation are those holding the property.
continued on page 6
6
As this recent Reuters piece reports, Kogi, a pair Do you want to take that risk with
wedding is feasible for them. the most important day of your life? A wedding or honeymoon registry
of Korean BBQ taco trucks in Los Angeles, has
Children in attendance will be a and a wedding Web site make it
attracted more than 15,000 Twitter subscribers
(called “followers”) and ensured ready customers
for its odd but addictive fusion of cuisines.
deciding factor on the type of resort
or cruise. Some couples have their
3 Cruise weddings can be done in port
prior to departure, on a tropical
easy for guests in all aspects. Even
without a formal registry, guests can
exotic wedding and return home later island and in other port locations. make arrangements with the travel
It couldn’t be simpler: Let people know where for a reception. Plan early for the Princess Cruise Lines has the specialist for money or other special
you’re going to be and when. Give those near best values and locations. option for the captain to officiate service gifts. Photos or watching the
the ceremony at sea. However, most event live can be viewed via the Web
2
there a chance to arrive. Then show up with a
product that’s worth seeking out. Select a travel specialist that cruise lines, along with private site for those guests unable to attend.
is certified or has experience suppliers, offer various wedding
This is a business model that does more than in destination weddings and or vow renewal services. Cruises Whether you’re dreaming of a
promise entrepreneurs success and notoriety. It’s honeymoons. Having a certain are available for every budget with destination wedding or exotic
a faint glimmer of a world beyond Web 2.0. Meet number of guests can provide the various activities for all ages, and honeymoon, following these simple
me there. Let’s have some fun and make some wedding couple with extra amenities. they vary in length from two to three tips will make planning a breeze and
money. It’s important that your travel nights or more. Also, the wedding create lifelong memories.
nelson
anymore for at-risk young adults with his most recent startup, being able to affect my own future,”
with the training that Homeboyz Recipebridge.com. Theimer said. “Hard work in my
mind is talent. My biggest fear is of
soler
used to offer,” de Haan said.
“I was talking with my business wasting talent and wasting abilities.
Romke decided to take it into partner about things that were hard Success is always continuing to
his own hands and rebuild the to get to on the Internet. work and do something.”
soler@multiculturalinstitute.net organization that had helped him
cross the digital divide to find his
own success. After finishing his
work at Razorfish in May, he is
returning to Milwaukee to work
exclusively on this project.
andy
in the past, he is starting a for-
master’s degrees, and maintained professional success after his education.
profit and nonprofit organization.
theimer
But after 13 years working in a corporate environment, and even after being
“The students will start at the
able to earn six figures, Nelson found himself with a void in his life. Driven by
nonprofit to be trained. Then they
a passion for education and business ownership, he launched the Multicultural
move into the for-profit to work
Entrepreneurial Institute in 2007, an organization devoted to help inner-city
as an intern, which helps them andy@andytheimer.com
and primarily Hispanic families launch and run their own businesses.
get jobs in order to continue and
“I wanted to help people without boundaries,” Soler said. “This allows me to takes them away from a negative
romke
serve where I want to serve, help who I want to help, without corporate policy environment.”
to prevent me from doing what I want.”
Andy Theimer is yet another
de haan
gazelle entrepreneur utilizing
his talents to help grow and
a quarter of a million
dollars worth of closed I recently met with “Steve,” who is growing his business and producing results that most
other business owners would be very satisfied with. However, he has set specific growth
goals for his company, and he’s not achieving them.
business in four months? I asked Steve why he isn’t reaching those goals.
You can! The members of the “I know what to do,” he said. “I’m just not doing everything I know I need to do to make
Moovers & Shakers chapter of BNI it happen.”
invite you to become a part of our group. “So,” I asked, “are you ready to be held accountable to doing what you need to do to achieve your goals?”
Owner says, “360 Direct
made it happen!” We are looking for a plumber, electrician, Steve thought for a moment, smiled, and he confessed “I don’t know.”
Call Today! Mention this ad and receive a florist and photographer to pass business to. Steve is not unique. Many business owners set goals they “try” to achieve and are willing to accept something
no-cost, no-obligation Marketing analysis. less. So, what is it about accountability that people find so repulsive?
Come and meet our successful group.
Accountability is defined as “the obligation to demonstrate and take responsibility for performance in light
877-464-5055 We meet on Thursday mornings from
of agreed expectations.” There is a difference between responsibility and accountability. Responsibility is the
www.360direct.com 9am - 10:30am at Denny’s on North
Avenue (just west of Mayfair Road). obligation to act. Accountability is the obligation to answer for an action.
12040 W Feerick St, Suite G
Your On Demand Marketing Department
www.bniwis.com
Milwaukee WI 53222
As a business coach, I find that business owners are often afraid to accept full accountability for themselves
and to hold their team accountable. Some forms of this include:
Fear of commitment to the someone accountable can be uncomfortable, and most people
consistent effort it takes would rather be nice than make someone else uncomfortable.
Becoming a leader means putting our feelings aside –
to succeed.
sprint 1_8th pg B.qxp 9/30/2008 2:19 PM Page 2 especially our need to be liked – and holding others to the
As human beings, we have a natural tendency to let
standard they agreed to when they became an employee.
ourselves down before we will let others down. We will
Contact Your Sprint Preferred Retailer Surprisingly, your team will actually respect you more when
often sabotage ourselves by labeling our effort “good
you hold them accountable. They’ll appreciate your help in
enough” and stop. That’s why accountability is so powerful.
pushing them out of their comfort zone to achieve the results.
Answering to someone else helps us stay consistent, and
THEY really want to achieve as well. This is why great leaders
makes us capable of pushing ourselves into action even
earn respect from their team first, gaining their admiration for
when we want to slack off.
We have the tools being the leader the team needs them to be.
to help you work
SMARTER, Fear of confronting our
Fear of failure.
not HARDER. weaknesses. In my last article, I discussed how achievers see failure as
Business owners often feel that they “should” know a critical path to success. Achievers know that committing
Let MC2 manage your everything there is to know about running a successful
wireless account, so you can to a goal and doing their best might not always lead to
focus on YOUR business! business. If they don’t understand their financial statements, immediate success. Rather, it’s consistent and persistent
it’s less embarrassing to just avoid reviewing them rather action despite the failures encountered along the way that
1106 South 1st Street
Milwaukee, WI 53204 than asking for help. Unacknowledged weaknesses are lead to ultimate success. Dreams stay alive as long as the
(414) 276-2200 a blind spot and a potential risk to the success of the dreamer believes in them.
business. Accountability means having to admit to our
©2008 Sprint. Sprint, the logo, and
weaknesses and take action to correct them – which can be In my next article, I’ll discuss specific ways to hold others
NEXTEL are the trademarks of Sprint.
Other marks are the property of their humbling to our ego. accountable, with consequences!
respective owners.
Touch by HTC
Fear of losing their team. What prevents you from being held accountable to achieving
Many business owners would rather put up with less-than- your goals? Let me know by visiting my BLOG, “The SOHO
acceptable effort and performance in their team members Biz Doctor” at www.sohobiztube.com. Thanks for seeing the
than hold them accountable to doing their job. Holding Soho Biz Doctor, the cure to what’s ailing your business!
reach out to existing people The last thing you want to do is make a bad
connection within your network. It will help protect
within your own network and offer your reputation and trustworthiness within the
network if you make sure you feel comfortable with
your assistance. a person before making a referral. Letting others
know about job opportunities demonstrates your
Help others connect thoughtfulness.
Over time, your network will continue to grow. This will provide you with a
variety of people you can call upon. As you get to know people within your
Help by being a teammate
network, you will develop a clear understanding of their background and the
Another great technique for building relationships is
types of people who would be beneficial for them to meet.
to help others with their projects.
When you meet people for the first time, pay attention to their backgrounds
As you get to know people, you will learn about
and needs. If you offer to make a connection, then you are showing goodwill
their professional and personal lives. During your
and are on your way to building your relationships. Another great aspect
discussions, you should get a good sense of how you
about connecting people is that you are continuously putting yourself in
can help people with their projects. Don’t offer to help
front of your network.
until you feel that your expertise and resources can
People also will appreciate the time and care that went into making the truly be helpful.
connection for them. When it’s time for you to ask for a connection, others
Effective ways to help others might include performing
will then be glad to help. Once your network grows, people should even start
market research, analyzing competitors, researching
to make connections without asking for an introduction from you.
Web sites and providing event information. You
need to take each project very seriously because your
Help — when you can — with job searches perceived character and continued relationship are
Past-built relationships, clearly, can become an important asset when you riding on your goodwill. Helping people will take your
are looking for a new job. The time you put into building relationships will relationships to another level.
When you meet people for the The last thing you want to Another great technique for building
first time, pay attention to do is make a bad connection relationships is to help others with
their backgrounds and needs. within your network. their projects.