The Value of Commenting

We had a fun presentation last week, “Building Your Social Media Platform” at the Leadership Breakfast of Maryland. As part of the presentation, we asked participants to post on my blog, Through The Browser. So far we have 13 comments.
One of the organizers expected more comments.
“How many were you expecting?”
“I was expecting more.”
I have been thinking about that for a few days.
First, we already have a one-out-of-three response rate. Direct mail measures response in hundredths and thousandths. Print advertising is less.
Second, as usual, the commenters educated the presenter. I was amused, provoked, and moved forward by the thinking in the comments.
Third, our combined information is now available to others. I plan on making this presentation several times next year and adding to the comments on this post. I might like to know about a presentation before I attend, I may have a better informed audience in the future, and I expect further comments are going to expand our knowledge of the subject.
Finally, I was already in a meeting with these 40 people for almost two hours. I don’t believe I learned as much through the conversations in person as I learned from the comments.
Your comments? *grin*

Building Your Social Media Platform

Social Marketing is “The Next Big Thing!”
What is it?
How do I do it?
Is it for me?
Yes, it’s working!
Yes, it’s getting great results!
Yes, you should be using it!

“Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.” The ClueTrain Manifesto.

“I get more out of your shorter posts.” Comment from Joe Tedesco.

The core of internet marketing is getting audience focus. That takes conversation.

People aren’t sold. That’s arrogant. Sales managers talk that way. People buy.

Over time, buyers develop an appreciation for what they need…for what I offer.

Different people are ready to buy at different times. I want to be present to be considered when they are ready.

I have developed a process where I touch over 67,000 people twice a week. Takes about 30 minutes. Here is how I do that. (Click graphic to expand)



I started with Gmail on a Firefox Browser. That gives me access to Google Reader, where 50 bloggers share their posts. (You can see my blog roll at Through The Browser.)

Next I got on LinkedIn. Why? Someone asked. I had no idea how I would use it. We have grown together so it is my main outbound channel. The good news about LinkedIn is it has a community of 60 million. The bad news is I have to be linked to communicate with someone.

Twitter is a recent port from LinkedIn.

When I sold my software company, I knew I wanted another blog, so I built Through The Browser on Blogger.

“Dick, that was the greatest post about the internet on your blog! Can I steal it?” (High praise!) It's good to steal as long as you acknowledge where something is stolen from.

Finally Steve Dorfman wanted me to use “DickDavies.com” email, so I built a Google Apps Standard Edition Website over a weekend. That story is on my blog.

Your comments at http://throughthebrowser.blogspot.com/2009/11/building-your-social-media-platform-for.html will give future readers a better idea of how to build their social media platform.

Please comment. Thank you!

Presented by the:
Leadership Breakfast of Maryland
December 4, 2009
7:30 - 8:30 am

Sponsored by:
Paradigm Mortgage Services
Bill Van Dyke, Proprietor

Web 2.0 Implementation Study

What is the point of all this social networking effort? Here is one case study from when I was creating the audience for “What is Web 2.0…and why should you care?” June 9, 2009 in Tysons Corner, VA.

I am frequently involved in discussions with many of you of the best way to take advantage of Web 2.0 tools. This project offered some new ideas and examples.

Here is how I used Web 2.0 to promote my event to 15,616 people in less than three hours yesterday.

First, I wrote an announcement, printed 30 copies for handout. Gave out to 4 people at lunch. Good way to check for typos.

Pasted the announcement:

“What is Web 2.0…
And Why Should You Care?”
“How the Internet, Web 2.0 Tools, and Open Source Management are reshaping our economy.”
Presented by the
Capital Technology Management Hub
www.linkedin.com/groups?gid=1922364
Cost: Each person pays for their drinks & meal.
To Reserve Your Place, Please Email Dov Gorman at gormand@cox.net
to my blog - 15 followers.

Made a broadcast announcement to the subscribers on my Ning site - 70 members

Saw the announcement carried on the Capital Technology Management Hub on LinkedIn - 41 members

Added a discussion to the Web Managers Roundtable - 512 members

Went to the Leadership Breakfast site. Saw a discussion asking what should the rules be for posting outside meeting announcements. Offered the “Poster’s Smell Test.” If you are not going, don’t post it.

Posted my presentation announcement as a discussion on the Leadership Breakfast - 25 members

Added the announcement to the Federal IT Group - 587 members

Added the announcement to the Federal Sales Professionals Group - 1,441 members

Added the announcement to the Community 2.0 Group - 1212 members

Was asked to join a new group, Software Sales Careers.

Added a new discussion to Software Sales careers - 219 members

Added a discussion to Johns Hopkins University Association of Information Technology professionals - 22 members.

Added a new blog post on GovLoop - 11,468 members

By my count, a total of 15,616 people saw my invitation.

What I learned:
If you paint stripes on a mule, it doesn’t become a zebra. One key is to start with the right offering.

Merlin Mann says “Innovation is picking up where the last person stopped.” Or where I stopped the last time. Each step of this first attempt was forced, itchy, brain racking, and seemed slow.

Analysts will want to ask how qualified the recipients were or maybe where they were located. This time it was enough that people who share my interests were alerted. We’ll see what we learn by who shows up at the event.

I have been inviting people to come to my events for over 20 years. No way have I ever notified 1,500 people before, let alone 1,500 people in three hours, let alone 15,000! And this capability has been around for years!

I would be very interested to learn the best thing you learn from this post. Let us know!