There is a wonderful article in the McKinsey Quarterly entitled, " Demystifying Social Media", which says that for most executives "social media remains 'an enigma wrapped in a riddle', particularly nonmarketeers." Companies, it says, often set up Twitter feeds or branded Facebook pages, but few really understand how it impacts their customers much less their bottom line. I wish I had a nickel for every time I have been asked to either fix or do one for an organization. The purpose of this new class, BUS 25, "Social Media Marketing for Beginners" is to do just that, demystify social media marketing. It starts Tuesday evening from 7:00pm - 9:00pm, October 2, 2012. Come join us.
I will be teaching a new social media marketing course this fall at Stanford, BUS 25, Social Media for Beginners at Stanford, and am very much looking forward to it. This time it will be a beginner’s course, inspired by the 35th reunion of my Stanford Business School Class where I had the pleasure of speaking about social media to so many wonderful, smart classmates. However I was a taken aback to realize how few understand, much less use these new tools. That is a real disadvantage – one which can easily be corrected. So I am looking forwarded to digging into the subject. Join us or recommend it to your friends.
I recently had the opportunity to volunteer and teach at the Santa Fe International Folk Art Market. "The 9th Annual Santa Fe International Folk Art Market Changes Lives and Celebrates Traditional Art and Culture from Around the Globe", and held July 13-15, 2012 in New Mexico. What an amazing experience -- on so many levels.
First, there is the event itself, the largest of its kind in the world. Now in its 10th year, the Market is a spectacular of culture, color and tradition. This year some 180 artists represent- ing 50+ countries from every corner of the world were selected to participate. These master craftsmen, some times traveling days to take their first plane, to come to Santa Fe, sell their crafts, and support their communities. Many are women, most represent a cooperative of artisans from their local communities, whose art provides the financial means they would otherwise not have. By shopping at the market we provide the resources.
Second, there is the quality of the artwork which represents the best of their countries' crafts, at less than 1/2 the price that crafts of their quality would demand in the US, all hand made from local products, and all to be found in a single location. Treasures to be found included: loom woven Zapotecan Rugs, hammered silver from Niger, batiks from Indonesia, Bushman baskets and bangles, woven sisal from Guatamala, Yoruba panels, Cuban paintings and so the list goes.
Third, is the organization itself: a tiny staff of six and senior executive Advisory Board, to manage the training and logistics for 180 artists, as many NGO's and translators, 90 mentors (trained to help the artists at the show and beyond), and some 2000 volunteers all of whom work their hearts out to help make the event a success.
And finally is the magic of Santa Fe, the endless horizon, the breath taking mountains, the adobe homes, the opera, museums and arts.
I was honored to be a part of it and will certainly return next year. For those who wish to volunteer or shop or both, I can't recommend it more highly.
For over a decade now I have had the privilege of helping Empower African Children, http://lnkd.in/-An4zS , a group of Ugandan children, orphaned by AIDs and civil strife create. These amazing children demonstrate the transforming power of education and the ability of children to show a world of possibility in their and other children's lives. This year these children will perform some 23 cities from Pasadena to Maine. Here is the link to their performance schedule [ http://lnkd.in/adTaK6 ]. I can't recommend it enough.
Leigh Marriner, Director, Business Consulting Practice, Cheskin Added Value, an incisive and strategic thinker, spoke to the class on Gamification, which she defined as "The application of gaming concepts and techniques to non-game experiences, in order to drive desired behaviors."
Leigh Marriner, Director, Business Consulting Practice, Cheskin talks about use of gamification in Social media.
Leigh Marriner, Director, Business Consulting Practice, Cheskin Added Value leads Cheskin business consulting practice focusing on gaming, interactive kiosk, digital music and photography. She has contributed to numerous projects, including market opportunity assessments in consumer markets for digital photography, digital music, WiFi, and mobile devices. These assessment cover a range of markets, including emerging markets in Asia. Leigh’s other engagements include understanding the role of the channel in enterprise software sales, developing brand strategy for mobile devices, and a business case for an interactive kiosk.
Leigh has more than 25 years of experience in business strategy consulting and has worked with a variety of Fortune 1000 companies in technology, financial services, and consumer goods and services. In addition, Leigh taught the Entrepreneurship course in the MBA program at the Haas School of Business at the University of California, Berkeley. Prior to joining Cheskin, Leigh was a consultant with the Boston Consulting Group and a Product Manager at WordStar. She was Vice President of Marketing for Broderbund before starting her own firm which she ran for ten years. Leigh holds a Bachelor’s Degree with honors in Economics from Wellesley College and an MBA with honors from Harvard University.
John Jantsch, creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network , is one of the best synthesizer's and teachers of social media and we were fortunate enough to have John join us to teach about using Twitter as a market research tool.
His presentation was excellent and for those who would like a copy of his presentation, you can get it here: Download Twitterstanford
John has been called the World’s Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies. His blog was chosen as a Forbes favorite for marketing and small business and his podcast, a top-ten marketing show on iTunes, was called a “must listen” by Fast Company. John’s practical insight on small business is quoted in the Wall St. Journal, New York Times, CNNMoney and other publications.
The San Francisco Symphony is my best for the best local example of a non profit's use of social media to reach out to its fans.
Jean Shirk, Public Relations Manager for the San Francisco Symphony, gave a great presentation on how she spearheaded the Symphony’s ongoing effort to develop and craft digital and social media strategy and communication, to help attract and build new audiences for orchestral music. In 2009, she and her co-workers launched the first social network built by any major orchestra (http://community.sfsymphony.org). She launched and guides the voice and content creation for the Symphony's Twitter feed (http://twitter.com/sfsymphony), which has been cited as an industry-leading example by nonprofit social media consultants and other marketing and PR pros, as well as the SF Symphony's Facebook fan page (www.facebook.com/sfsymphony). Shirk also manages public relations and publicity efforts for the SF Symphony's concerts, events, and initiatives.
Jean Shirk, Public Relations Manager for the San Francisco Symphony
Jean Shirk has more than 25 years of experience in successful and creative business management, entrepreneurship, team-building and project management, drawn from her career in music, arts and entertainment, publishing, journalism, and nonprofit organizations. As Public Relations Manager for the San Francisco Symphony,
We have just wrapped up another class on Marketing and Social Media Strategy, Bus 109. This course, an intermediate class, examined how to apply new social media technologies for use in an organization's marketing strategy. It was excellent and what impressed me most was the caliber of the students from all over the world. This year's class included several from Brazil, Spain, France, India, Mexico, Israel and Russia as well as the US. And they were already very knowledgeable about use of new social technologies. Class participants were complemented by a stellar array of speakers on topics franing from measuring your social media's return on investment to how to use Twitter for market research.
Over the next several weeks I will be providing both video footage of each session and the slide deck from most of the speakers.
I teach a Social Media Marketing course at Stanford once or twice a year, and each time I review the changes in the industry and technololgy over the past period. This year was no different, and the changes took my breath away. The combined forces of two powerful trends, social networking and mobility (or mobile commerce) in the short span of a year promise to unleash an even more powerful force than either of the two alone. Together they provide the cability to deliver a truly personal connection to the Internet anytime, anywhere, whether it be sharing, shopping, learning or talking. And while both are still in their infancy they promise to create even greater opportunities than we have seen to date.
This year was a watershed in the sales of cell phone which for the first time exceeded those of of wired phones as it did the sales of PC's. Smart phones, hit some 26% or 115 million devices in worldwide sales of smartphone in 3Q11, according to research firm, Gartner Group. Gartner estimates that in the US which has the greatest number of smart phone usesrs, smartphones will become the highest selling consumer electronic device, growing from 67 million in 2010 to 95 million in 2011.
This is not just an expansion of digital capabilities is a real revolution in the space of a few short years, and where it will take us in not just more of the same, but somewhere totally different.
As Tucker Hood observed some time back in the Economist in an excellent article on the The Internet Untethered, "A less obvious but more useful analogy is with the switch from the electric telegraph to the telephone in the last quarter of the 19th century. The telegraph, like the Internet, was a revolutionary communications technology that transformed social and business practices, but it could be used only by skilled operators. Its benefits became available to the public at large only when the telegraph evolved into the telephone—initially known as the “speaking telegraph”. The Internet is still in a telegraphic stage of development, in the sense that the complexity and expense of PCs prevents many people from using it. The mobile phone thus promises to do for the Internet what the telephone did for the telegraph: to make it a truly mainstream technology."
Over the coming months, I will be taking a harder look at the impact of these two new trends and the myriad of technologies shaping the world of social media marketing.