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s and owners while i m reconciled to the idea that this may have been a brilliant pr strategy for the people s revolution team when the credits roll at the end of the show i always catch myself thinking what the kell r permalink 1 comment february 24 2010 social media cheese posted in social media at 8 02 am by r a perfect storm of things happened to me in the past 24 hours i m in atlanta ga this week for the ragan social media for communicators conference at coca cola to follow the action check out the hashtag ragancoke lots of good stuff will show up there i promise i decided for my plane trip i would download some audiobooks to my ipod things i d been meaning to read or have been reading about forever here s what s been playing so far the four agreements by miguel ruiz who moved my cheese by dr spencer johnson i will have lots of great things to say about the four agreements at another time today my attention has been grabbed by who moved my cheese i do love a good cheese which is perhaps why the tale resonated with me but i think i was even more impacted by the proverb of sniff scurry hem and haw because of the conference i m currently at in brief here s the story sniff and scurry are mice hem and haw are little people creatures they all inhabit a maze they are all looking for cheese sniff smells the air and scurry takes off in the direction of the cheesy smell hem and haw use their complex brains to reason out where the cheese might be sniff scurry hem and haw eventually all find cheese at cheese station c they eat they are happy sniff notices the cheese dwindling and he and scurry are prepared to head out to find more hem and haw are surprised when they show up and there s not a morsel of cheese left at cheese station c scurry and sniff repeat their process of sniffing and scurrying until they find more cheese at cheese station n hem and haw stay at cheese station c wondering who moved my cheese the rest of the story reveals how haw departs from cheese station c and faces his fears of change in search of new cheese while haw grumpily and hungrily sits at cheese station c waiting for his cheese to return obviously cheese is a metaphor for success whatever you want to define cheese as you can having your cheese moved is a metaphor for unexpected change to which we must adapt if we still want to have cheese whenever people talk about social media they often do so in the context of change social media is the great change of the moment it s shifting paradigms in the way we communicate and the way we do business social media has moved the cheese i heard ari adler speak today he began his presentation by talking about the past in this case the 80 s when cellphones were the size of my laptop bag and front line brand ambassadors were the ones answering the phones technology and time have of course changed all that social media for now is the fruition of all those technologies we are truly mobile we are truly real time things have truly changed the cheese has moved and if you or your business doesn t move you re going to get hungry the information i ve learned here this week has been both illuminating and reassuring those of us working in the field are experiencing a lot of the same things which is a relief and there s a lot of great minds here which makes for a lot of good in person crowdsourcing i know i m bringing home some great ideas from the brilliant people i ve met the cheese has moved but if you are armed with good ideas you can become the cheese mover r permalink 2 comments february 6 2010 when your past is brighter than your present posted in branding current events at 9 03 am by r i m currently reading jim collins good to great which is a really great read if you haven t read the book here s the premise collins asked the question what takes a company from being just good to great he proceeds to do an exhaustive study of companies examining their success over decades identifies a point of transition followed by a period of success 15 years sustained success he compares these companies to those that performed at or below market value during the same period of time collins does a great job of finding parings that are remarkable in their comparisons which makes the findings in good to great all that much more interesting and impactful but you saw that coming right there s a catch collins book was written well before 2008 why is that significant well all of these companies did well before the humongous crash our economy took that year and this is exactly why collins inclusion of fanniemae and circuit city as two of the success stories is so darn interesting as i read this book today there s a chapter called the hedgehog concept in the book one of the chief objectives of the hedgehog concept there are three parts is to identify what you can be the very best at guess what fanniemae said assessing mortgage risk ha also in the hedgehog concept chapter is a section on identifying your strategy for being most profitable guess what circuit city said measuring profits by region not by store it s interesting funny because the same thing that collins empirically identified as making these companies successful great is the exact same thing that caused them so much trouble in the recent economic tumble obviously fanniemae wasn t as good at assessing mortgage risk as they thought they were or at least not under a certain set of conditions what s worse their perceived ability to assess mortgage risk is sort of the impetus for oh so many of the issues that happened with the great recession circuit city s profit loss by region is probably an accurate indicator of how the recession impacted every area of the u s since their strategic profit model was not to measure by store but by region as household dollars shrunk and discretionary spending cutbacks eliminated purchases like tvs computers and other large home electronics you d better bet circuit city suffered losses in the exact same order that regions across the u s went into recession all of this leads me to my own question what do you do when your past is brighter than your present well in the case of fanniemae and circuit city maybe don t go tell people to read good to great but the executive suite probably ought to pick it up and read it part of any recovery is going back to basics circle back to the beginning and re evaluate re affirm what were the things that generated success shaped your brand and put you on the path to great all brands ought to do this at this point in time i think there are but few cinderella stories coming out of the financial and economic crisis and everyone needs to take an honest look and say this is what we did well and this is where we really fell down because the new business normal is change it s even more critical for businesses to adhere to their brand promise customers need something they can trust when so many things are changing your the business unwavering promise to be true to your brand is something people can rally around and come back to no matter what else changes unfortunately for fanniemae the turn of events is such that i don t know if they ll ever recover from the fall out their brand trust was so damaged in all this that it may be quite a long time before the taint of this recession and their significant role in it will wash away circuit city however was a casualty of the recession a victim of the times a lot of people talked about this recession having a positive effect in that it purged the economy of weak companies i don t believe that circuit city falls into that category they were as i said about fanniemae earlier a company whose strategy and success were not tested under these circumstances the result being that the strategy obviously didn t generate success under these conditions anytime a company suffers a set back be it financial a scandal a product recall toyota i m talking to you or some other event that jeopardizes your outlook it s time to reassess nothing is so valuable as adhering to your brand promise no matter what has taken place stop reacting go back and proactively assess who you are really identify how you somehow abandoned the brand promise and state exactly how you ll avoid doing that ever again let boil it all down to one famous phrase if we do not learn from history we are doomed to repeat it r permalink leave a comment january 11 2010 crisis scenario posted in uncategorized at 9 05 pm by r for businesses social media presents a conundrum participate and risk people speaking negatively or don t participate and eliminate the threat of saying something people will react to and people will probably still say negative things some very public companies have learned the hard way united airlines comes to mind that not participating is tantamount to saying the worst thing possible so as with any other form of communication you must plan for the worst with a crisis communications plan the first thing to acknowledge in crisis planning is that you have almost no control try though we might we do not have control over the things people say only our reaction to them what s the adage life s 10 what happens to you and 90 how you respond it s also true in social media crisis planning once you ve let go of how to control people in social media you can effectively devise ways to respond in the event of an emergency from my point of view social media crisis planning unfolds in two parts social media is the nucleus of the crisis social media as a response tool for another kind of crisis for 1 scenarios you must plan your response let s say your company makes children s toys let s say an angry mother whose child had some traumatic experience with said toy launches an all out assault on your brand and product via every single social media tool she has access to let s say she s savvy and influential so she s blogging tweeting facebooking and commenting on influential mothering forums big problem right hopefully you ve got good listening tools in place so that you can catch these scenarios very early on either way what do you do go to the source fast you are a big bad brand who harmed her little angel with your shoddy product as far as this mother is concerned so you have to make it personal and one on one as quickly as possible once people deal with a person who has established even a modicum of trust they will often back it down a notch or two it takes the sting out in many cases so reaching out in a personal responsive and if possible high level way immediately way shows you care not just about your reputation but about the mother s concerns and the child s well being not to mention the well being of children everywhere in this hypothetical situation second step i hope this is obvious listen hear this person out we learn a lot about our selves by listening to what people have to say in social media as such take the opportunity to learn how to avoid this in the future while you re taking the time to help this vocal individual step three mitigate damage and hopefully with an ally depending upon how large the awareness about your issue is target the largest media net and cast out news that your company is working closely with said family to resolve the defect issue what have you just like any relationship if you survive tough times together you often come out stronger so it is with brands and customers if you can work to accommodate the customer and create a satisfactory result you re likely to have an even more loyal ambassador in the long haul now scenario 2 which is equally if not more important than having some plans for 1 using social media to communicate during a crisis people need information in a crisis be it the media shareholders or other persons effected by your crisis communicating to them in an efficient thorough and continual way is positive as part of your planning analyze the networks you company participates in and ask yourself these three questions where is my largest audience where will i have the most ability to distribute information where am i directing people for more information once you ve answered these three questions plan accordingly to develop a distribution plan including authorized spokespeople designated social media updates and intervals for information release crisis dependent remember that social media is just one tool that can be utilized in a crisis so everything that you plan as part of your social media crisis response should integrate seamlessly with your overall crisis communications planning ultimately you have to plan for the worst and simply hope for the best what s the saying an ounce of prevention in the calm of day to day fortify your company and its reputation by building a brand in social media that can withstand a crisis r permalink 2 comments december 23 2009 2009 the only thing that s certain is change posted in current events at 10 13 pm by r changes changes happening day and night one day rainbows next day nothing s right it s scary shakey everything is strange when nothing in certain but change lyrics from the musical annie are probably the most accurate way to sum up my feelings on this year and my reflections on a decade of sweeping change first this year for me personally 2009 brought lots of change to my life i can say with out a doubt that i leave this year and this decade knowing much more about myself and what i want to do in life than recent years the major change in 09 i changed jobs it has been such a positive transition that has opened me up to my passions and potential in the two months since i started the next chapter of my career as a social media strategist i can t shake the feeling that this is exactly what i was meant to do not only is the culture of my new company great but the work is genuinely satisfying and the team i work with is profoundly talented in so many ways i suppose my feelings about my new position pinpoint me as gen y i was looking for something meaningful flexible and collaborative at a company that is socially responsible in more ways than one i e recycling bins everywhere they have a deep moral commitment to positively impact their community bingo i m officially a satisfied and motivated gen y er my work is gratifying and my field is fascinating because the social media field is really brand spankin new my new position working in social media is also a unique vantage point from which to view the decade let me sum it up my third week at gonzaga university september 11 2001 facebook debuts february 2004 junior year myspace mania 2005 cut me some flack launches june 2008 the social media election november 2008 twitter mesmerized every newscast on tv 2009 what is most remarkable to me is that from the very beginning of my post secondary education our world started shifting and changing in a most drastic way no doubt 9 11 will forever be a date that altered the course of our collective history the way that single shocking event was report...