Building an engagement framework

Apologies again for the slow posting recently.  Life and work got in the way a bit…

As promised some time ago, here is the second post about building a listening and engagement framework.  In my previous post on the listening framework, I detailed out my approach and several of the tools and applications I use to get pretty good coverage.  But, listening is only part of the equation.  When and how you engage based on what you hear is more important but also more complex.  I place these activities into the "Four Zones of Engagement" which are primarily defined by how much time it takes you to act on what you have heard.

ZonesofEngagement  

How do you stay in the Zones of Amazement & Affection?  Apply dedicated resources and make use of tools like TweetDeck, BackType, CoTweet, Gist, Twitter, & Google Reader

Want to languish in the Zone of Indifference?  Set up a few Google Alerts and you'll be sure to stay there.

Does the Zone of Disdain sound appealing?  If so, do nothing and watch your competitors and new entrants eat your lunch by engaging your customers and prospects in a direct and meaningful way.

Friendships – old & new

The word "friend" has evolved significantly in our newly connected, social media-oriented world and I think its overuse may be diluting its real meaning.  It has now become a verb and by "friending" someone on Facebook (for example) and you are now BFFs.  Hardly…

I have been thinking about friendships off and on for a while and a couple things happened during our trip to Sun Valley that pushed my thinking further…and one did actually involve Facebook.

New Friend

Thank you Blake Slater.  Blake and his family stopped shortly after we discovered we had a flat tire as we headed out of Seattle on I-90.  Car packed tight, two kids, a dog, and enough gear to last us two months for our one week vacation and there we sat just outside Cle Elum, WA.  As I got my bearings and began to think through getting the tire changed, Blake stopped to help….he even had his own equipment and his wife was timing him.

As the story unfolded, we learned that they had had two flat tires a long time ago on their car at night and no one stopped to help them.  From that point on, they always stopped to help someone in need.

Blake didn't want anything other than to help and I have to admit that I was a bit in awe of his generosity and genuineness (although I think I may have ruined the record time attempt as I tried to get the spare out).  When we were done, he gave me his card which revealed that he is a Detective Sergeant with the Nampa, ID (just outside Boise) Police Department.  Thank you again Blake.  We can all learn from your example.

Old Friend

This is where Facebook comes into the story.  I have reconnected with many I had lost touch with through Facebook which includes lots of folks I went to high school with back in Georgia.  One such person was Todd.  He was a couple years younger but we played soccer together and managed to drag him with us on various adventures including a few concerts in Atlanta.  We found each other on Facebook and I found out that he is living just outside Boise, ID.  As we were planning a trip to Sun Valley, I pinged him to see if we might connect as we passed through.  Turned out that he was headed there as well with his family and on a beautiful sunny afternoon two people who hadn't seen in each other in 20 years reconnected in front of the ice cream stand across the street from Atkinsons' Market.

Friendships are about more than profile pictures and status updates.  These new technologies help us connect and reconnect in ways we never thought possible but be sure to find the time to connect in person and remind yourself to do selfless things every once in a while.

Back shortly – follow me on Twitter in the interim

Apologies for the delay in posting.  I had a great vacation last week in Ketchum/Sun Valley, ID with the family and had a mountain of work awaiting my return.  Lots to share about the week in Idaho and great stuff going on at Gist so please stay tuned. 

You can also always follow me on Twitter @ReplytoAll or check out my Gist activities on @RobertatGist.  I'm finding that sometimes 140 characters is easier to share than a full blog post.

Global on day one

International expansion use to be something that occurred methodically or, at the very least, intentionally.  Build some momentum and success in a domestic market and then look to other countries and regions to expand into with your goods or services.

On-demand software available to anyone who has an internet connection and a web browser has dramatically changed this approach.  You are global on day one with users around the globe, speaking different languages, and operating on different time zones.  The service/support side of the equation becomes even more important as you quickly learn (again) what works at home does not always work abroad.  Learning these lessons out of the gate rather than on your schedule can come as a bit of a surprise and many of the issues you thought could "wait" become burning.

The exhilarating part of all of this is that you do get a truly global customer base immediately and are able to connect and interact with folks all over the globe without spending huge amounts of money or going through a 3rd party.  

Differentiation

I hope everyone had a great 4th of July holiday and enjoyed great weather like we had in Seattle.  Every year, Kirkland has a big 4th of July parade complete with bands, floats from local businesses, and political candidates kissing babies.  The parade is preceded by a kids parade where children and their parents walk the parade route.  It is a site to see as wagons, strollers, bikes, and scooters make their way down Central.

We met up with some friends ahead of time and that is the reasoning behind my title for this post.  Good friend Nathan D'Ambrosia is a great software product manager that is looking for a new gig so he decided to take the opportunity to stand out and bring a bit of creativity to the job search.  The pictures below show his t-shirt which lays out his situation (front) and his credentials (back).  He even had a pocket full of business cards summarizing the same information with a link to his Linkedin profile.

NathanD_front

NathanD_back

He handed out a few during the course of the parade and definitely got a few comments about both the creativity and cleverness of the approach. 

I think this is a great example of how to differentiate from others.  It shows the creativity and determination of the individual plus makes for great conversation.

If you are looking for a rock star software product manager, let me know.  Or contact him directly – here's his Linkedin profile.

The mobile device is changing the world

The impact of communications on societies and as a a driver of economic development is something that intrigues me as evidenced by previous posts around effective teledensity and whether the cell phone can really change the world.

I picked up the video below of Mark Pesce from Burton Group analyst Mike Gotta whose blog I have enjoyed reading for many years and recently had the opportunity to speak with about what we are doing at Gist.  He is as smart guy and has another video of Mark on his post "Hyperconnectivity:  The Power of Sharing."

Big brain stuff to ease you into the holiday weekend.  Enjoy!

 
http://blip.tv/play/Ab_7YoSCDA

NWEN Advisors

NWEN_logo

A few months ago, I signed up to be an advisor through the Northwest Entrepreneur Network (NWEN) in a new program that serves as a matchmaker of sorts between entrepreneurs and those that have a bit of knowledge about a particular area of business.  This program is appealing because no one is trying to sell anything to anyone (at least not me) and it is an opportunity to strenghten what is already a strong start up culture here in Seattle…plus I get to meet some really smart people.

In the past couple of weeks I have had two separate meetings that were arranged through this program with entrepreneurs including one this afternoon.  I certainly have a lot of opinions and have had my fair share of start up experiences so I really enjoy having these meetings about go-to-market strategies and tactics.  The role of advisor is very different than consultant or operating executive so I am working on how to best engage to help frame the challenges and possible solutions without getting too involved in the operating details.

Both companies are really cool and I will share more about them as appropriate.  If you are interested in chatting about the go-to-market aspects of your business, drop me a line and I'd be happy to share my thoughts over coffee or a beer.

CoTweet is cool

Picture 2

I have been enjoying using CoTweet for the past couple weeks after pleading for beta access.  As I am the point guy on Gist’s beta program, I try to grant quick access to those who make the effort to reach out or make some noise about the product so was happy that after a couple of tweets I got access from the CoTweet guys.

My Twitter needs focus on the act & engage dimension of the aforementioned listening framework (I will post more broadly on that shortly).

I needed to main things from CoTweet:

  1. Manage multiple Twitter accounts through a single interface
  2. Some marketing capabilities in the product (list management, analytics, etc.)

CoTweet delivers on both allowing me to set up a couple accounts – @Gist & @RobertatGist in my case and use them together. 

One really cool feature of CoTweet is the ability to write a tweet and schedule it for sending at a later date.  Really helpful if you are promoting something or want to share the same info multiple times over a couple days.

I also like the fact that you can see analytics on the links you share (and can shorten through the interface).  How many clicks, where they clicked from, etc.  Cotweet also allows for searching and capturing query results as an RSS feed – which I can add to my Google Reader for easy review and action.

I look forward to continuing to use the product and to seeing what comes next.  I’m also a fan of Tweetdeck and their most recent release allows for both multiple account management and the ability to post to multiple accounts simultaneously.  It is a slick AIR application vs. Cotweet’s web-based one so we’ll have to see how the cloud vs. the client battle shapes up.

Sales is implementation in a SaaS world

There use to be a saying in the world of enterprise software vendors – "don't confuse sales with implementation."  Ah yes, those were the days when you could count on tasty perpetual software license revenue and systems integrators grew on the fat of the 8:1 ratio that existed between professional services fees and software license fees.  You had to spend that much more just to make the software work for you.  Hardly seems right…but that was reality.

Good times for vendors and SIs, not so much for customers.  Well, now the leverage shifts and the customer not only expects short time to value but demands it.  No more servers to configure, software to customize, legacy integrations to engineer….or are there?

The bar is high if you are aiming to be an on-demand enterprise (or just business) software company. There still is customized workflow (and always will be) and integration to legacy systems will never go away.  The trick is to orient your company around that fact that functionality is important but implementation gets the renewal…and in a SaaS world it's all about the renewal