CEO's Twitter advice to employees

smiley face JPEGMost companies tell employees what NOT to Tweet about, but Tony Hsieh, CEO of Zappos.com, suggests to employees that they Tweet about these three things:

  1. What will cause my followers to smile
  2. What will enrich people’s perspective
  3. What will inspire

Thanks to Hollie Delaney of Zappos.com, for sharing this yesterday during out social media session at The Conference Board conference on extending your brand to employees. Thanks too to the other super-smart and generous panelists — Marietta Cozzi of Prudential Financial, Kat Drum of Starbucks, and Kelle Thompson of Liberty Mutual.

Zappos' Sr. Human Resources Manager on Social Media

I’ll be moderating a session on how social media can affect employer brands at the Dec. 1 and 2 Conference Board “Extending Your Brand to Employees” conference,  with an amazing panel of executives from Zappos, Starbucks, Liberty Mutual Group and Prudential Financial.

I’ve asked the social media panelists to give us some pre-conference views on social media, using James Lipton’s “Inside the Actors Studio” question format.  Here are comments from Hollie Delaney, senior human resources manager at Zappos.com.

What is your favorite social media word?

Transparency.   At Zappos, we are obsessed with sharing our culture and way of operating our business with the outside world.  Blogs, Facebook, and Twitter have given us an outlet to do this on a higher level than what we ever thought possible.  One of our core values is to ‘Build Open and Honest Relationships with Communication’, and this isn’t limited to the employees of Zappos; we would like for the outside world to be able to see anything that they would like about our business.

We have 450+ employees on Twitter, and there is no company policy to dictate what an employee can say. We just tell everyone to use their best judgment.  We even have a Twitter aggregate page which shows employees’ Tweets in real time, along with all public mentions of the company.

What is your least favorite social media word?

Expert/Guru. These are a series of new mediums, and we’re not sure that anyone can be an expert on a subject that we’ve only skimmed the surface of as an industry.

What turns you on about social media?

Its ability to engage with customers on a level that wasn’t possible just a few years ago.

What turns you off about social media?

When businesses look at these tools as a free way to spam customers.

What social media other than what you’re doing would you like to attempt?

We just try to form personal connections with customers.  Facebook, Twitter, YouTube all seem to be the best tools right now, but we know that will change/evolve over time.

What part of social media would you not like to do?

We would like to stay away from using the mediums completely for selling products. Our idea for Facebook and Twitter is that it’s a place where people go to engage with Zappos as a brand, and just making it about sharing our culture.

What would you like to hear your CEO say about social media?

http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/25/how-twitter-can-make-you-a-better-and-happier-person

What one thing do you hope people will learn from you at The Conference Board’s “Extending Your Brand to Employees Conference?”

That it’s not how many fans or followers that you have, it’s about how you are engaging them and if you’re forming a personal connection.  You can have 1M fans, but if they aren’t engaged in your brand and they just signed up with a click and then forgot about it, the point is lost on the effort.

10 takeways from BIF-5, Collaborative Innovation Summit

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Every year some of the most brilliant minds from business, science, art, technology, education and government come to the Business Innovation Factory’s BIF Collaborative Innovation Summit in Providence, RI for two days to share their stories about innovation. It’s sort of like the TED conference, but more intimate and relaxed. But, like TED, it blows your head off with new ideas. There are no rules, best practices, methodologies, how-to presentations. Instead, each person takes away something meaningful to them.

Here are 10 patterns and my personal takeaways from the 39 diverse speakers:

1. A positive view:  people who make new things happen are positive people, yet grounded in realism and a splash of skepticism. They don’t just see the glass half full; they see a tank half full. Their wrinkles indicate that they laugh more than worry. They want their work to make a difference.
2. Anger fuels action: anger fuels people to do things. Carne Ross, the Independent Diplomat, quit the British Foreign Service due to his anger over how issues in Iraq and Kosovo were handled by official powers, like the British government and the United Nations. MOMA’s Paola Antonelli nailed an interview that led to her position at the Museum of Modern Art by angrily addressing an interviewer’s dismissive statement on design. “Anger can make you do interesting things. Beneficial good can come from positive anger,” she said. Jay Rogers, CEO of Local Motors, started an open source automotive company based partly on his anger with America’s dependence on foreign oil – and his tour of duty as an elite Marine sniper in the Middle East.
3. Focus on the outcome: these people see possibilities, focus on realizing the big outcomes, and don’t worry much about any “right” way to get to the outcomes. As Alan Webber, so-called world detective and co-founder of Fast Co., said, “ There are those who want to do something and those who want to be someone. My advice is to do something vs. be someone.”
4. Sacrifice: inventing, creating and accomplishing require heavy lifting and personal sacrifice. If you want to “do” meaningful things, you have to be ready sacrifice – whether that sacrifice is money, ego, security, parental approval, and alienation from peers. So many of the speakers have jumped off secure cliffs, not knowing where they’ll land, and, frankly, not caring about the landing because the figuring-it-out-while-falling is where so much new thinking and creative approaches happen.
5. Cut through the b.s.: People who make things happen cut through the b.s. and tell it straight up, no pussy footing around.  They don’t couch a problem in jargon or bureaucrat-speak. Roger Martin, dean of the Rotman Management School at University of Toronto:  Business schools today are turning out “jargon-spewing economic vandals.  Stephen Trachtenberg, retired president of George Washington University: “Universities are in more denial than any other institution in society today… How did we get so outer directed that we let magazines like US News & World Report tell us how to run our law schools?”
6. Let go: Creating innovative ways often requires letting go of assumptions and presumed wisdom, Greg Matthews, director of consumer innovation at Humana, decided to not focus on “wellness” and getting people to make behavior changes like every other health insurance company trying to reinvent themselves. Instead Humana is creating new services that tap into what people already like doing, like offering cities bike sharing programs, creating games for health, and developing social media health applications.  Echoing the need to let go and look at issues differently was Richard Saul Wurman’s advice that “embracing ignorance is the only way to embrace a new project.
7. Slow way down: This was a shocker. Jonah Lehrer, science writer and author of How We Decide, talked about neurobiological research that proves that the mind needs to be quiet and in a state of relaxation to produce insights.  If you’re too focused, your attention will drown out the quiet mind, the right hemisphere “insight machine.” Jonah explained that there are two characteristics of those “aha’ moments of insight.  They are mysterious; the subconscious throw up the idea out of nowhere. And we have a feeling of certainty when the “aha” happens, we just know it’s the answer we’ve been searching for.
8. Revere humility: I’ve spent too much time in Silicon Valley and VC conferences where hubris reigns. (Merriam-Webster defines hubris as “exaggerated pride or self-confidence.”)  The people at BIF-5 were so incredibly accomplished, doing big things for our world, but humility was a marked characteristic. This vulnerability is a way to stay open to possibilities and new insights. My guess is this vulnerability also attracts talent. followers, supporters, fans and customers.
9. Stay grounded on the right questions: Almost every speaker kept saying, “ So the question I kept asking myself.” Or,  “ the question that needs to be answered is…” Good questions trigger good ideas.

Alan Weber recommended that we all “ask the last question first,” defining business victory before setting out on creating and running the business. Knowing what victory is – whether for our careers or our businesses — helps guide decisions.

Nell Merlino, founder of Take Your Daughter To Work Day and CEO of Count Me In, a non-profit helping women entrepreneurs, asked, “why do half of women-owned businesses never grow beyond than $50,000 a year. The answer to that key question is helping her organization focus on how to help women grow their businesses. (The two greatest obstacles: women are afraid to hire people and they think that if they pay attention to the numbers, their dream will die.)
10. Make it fun:  Invention is serious fun.  Humana is designing games to help people manage health. NYU’s Natalie Jeremijenko is creating wacky, fun ways to get communities involved in solving environmental health issues, like being able to text fish in the East River. (I didn’t quite get it, either.)  Sarah Endline is making sweetriot candy because it’s fun and because it helps farmers in developing countries achieve economic independence. Bill Shannon, CEO of kidney dialysis company DaVita, a Fortune “Most Admired” company, appeared on stage dressed as one of the Three Musketeers. (His picture is above.) Part of his message is that companies need to create environments where people share, learn, personally succeed, and have fun. “The work we do is so hard that we need to create the most fun work atmosphere.”

The Business Innovation Factory will be posting the videos of all the speakers within the next couple of weeks. Check them out here. Then, put it on your calendar to come to Providence next October. You will be inspired.

Hiring your own beat reporter: LA Kings jump onto trend

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If there are no media left to cover your company or sports team, what do you do to build a fan base besides Tweet and run a company blog?  For the past two years our company has created independent blog properties for big companies, written by independent writers, free of any control by the client.  (The blogs focus on issues relevant to the clients’ businesses.)

This week the LA Kings adopted a similar approach when it hired Rich Hammond of the Los Angeles Daily News to cover the team  — not as a publicist, but as a journalist covering his sports beat but being paid by the team.

Sports teams used to have several full time “traveling beat writers” covering them. Now major league sports teams are lucky if they have one. For the LA Kings, they’ve had no one covering them, aside from spotty AP reports. (This is hockey, not major league football, but still….)

By  hiring a verteran sports reporter,  the Kings expect to see much more news about the team, not just about games but about player profiles, previews, etc.  A steady stream to connect with the fan base and hopefully attact new ones. It’s a trend that we expect more and more companies to adopt as well.

Here’s what Rich Hammond wrote about the move:

To put it as plainly and simply as possible, I will draw a salary from the Kings, but none of the stories and/or blogs I write will be reviewed for approval by any member of the Kings’ staff. Topics will not need approval and interviews will not have any additional supervision. I have been hired to blog, write stories — including coverage of home and road games — and produce other content for the website. This is not public relations. I have been told, pointedly, by the highest levels of Kings management, that I should continue to report and write as normal.

Be certain of two things: I will not “go easy” on the Kings out of any fear of retribution, just as I will not take gratuitous shots at the team and the organization simply because I have retained the right to be critical. Things will continue on course. Praise and criticism, to the extent I feel either is warranted, will continue to be distributed fairly.

That’s out of the way. Now let me tell you what to expect. I can say, with complete confidence, that you will have better, more comprehensive Kings coverage than ever before. When the team is away on its 10-day road trip next month — and on all of its road trips — I will be there, giving up-to-the-minute updates on the blog and writing stories for the website. For the first time ever in my career, I will be able to dedicate every working hour to covering the Kings.

It will be interesting to see of the Kings do give Hammond complete editorial control.  In our experience, it’s hard for “the owners” to be hands off when a writer writes something they disagree with, or knocks — legitimately – the company or product in some way.   Yet  research shows that people believe sources that provide the good and the not-so-good. Those souces have more credibility than the “official company spokesperson.”

And, who knows, if the Kings get this right, maybe the good karma will help them win more games too. :)

Marketing tips for resort retailers

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Yesterday was one of those precious few Sept. New England days where the sun is bright and the temperature balmy. So at lunch I skipped out of the office and went to  Newport, RI for a walk on the beach and a tour of the shops.

The beach was great and Newport’s downtown was jammed because a huge Bermuda-bound cruise ship was stuck in the harbor, forced to stick around due to impending bad weather. What a boon for retailers, who have had a poor sales season due to the rainy, cool summer.  Yet I  think some  of these retailers may be struggling for other reasons.

Here are some observations and marketing advice for retailers at a resort location like Newport:

Be open: many shops were dark, with ‘closed for Monday and Tuesday’ signs on the doors.  When the weather is good and a cruise ship with thousands of people are in town,  open the doors and make some money. Cash flow is king. In another six weeks the tourist traffic is going to dry up. Catch up on your rest then.

Be different: so many stores looked the same, carrying similar merchandise, having similar looks and feels. The bland and blander tourist tee shirt storefronts,  hippy clothing stores and   pizza shops made it easy for me to just skip past them. One store caught my attention because of its name, “Gossip: a boutique to talk about.”  Alas, it was closed on Mondays and Tuesdays.  Stand outs, however were Tyler Boe, with a unique collection of cashmere-cotton sweaters in unique colors. But Tyler Boe has no web site.  I want to  give some positive word of mouth marketing but the store makes it hard for me to do so. No Web site is being different, but not a smart marketing strategy.

Be interested: one of the biggest challenges for any retailer is staff. Too many stores had help that looked  bored  to death, probably lamenting the departure of their hip friends and cool summer people, left to wait on cruise ship patrons whose taste looked more J.C. Penney than J. Crew.  Disinterested staff dampens the shopping vibe. Perhaps it’s wiser for owners to work the floor more themselves  or pay more to get better help.

Be helpful:  conversely the stores with friendly, helpful people were great shopping experiences that earned my word of mouth recommendations. I walked into Sovereign Bank to ask for change so I could feed the parking meter. I fully expected them to say they didn’t do that, as I had already seen signs in stores saying this. Instead, the teller was delightful and gave me my quarters and a few insider tips about what’s going on in Newport. I might even change my bank account if that’s what every Sovereign branch is like. Similarly the owner of RoyalMale on Bannister Wharf and Spring St. was an example of superb customer service, providing suggestions, pulling out sweaters not on the floor that she thought might look good on me. No wonder that the store was doing a brisk business  even though the items had a relatively high price point.

Be ready: Running a retail business in a resort is unpredictable, but that’s no reason not to be ready to take advantage of happy surprises, like a cruise ship pumping thousands of people through the town on a typically “off” day.  Have a back up plan to get more help into your store when lucky breaks happen. The Rockport shop on Thames street was jammed, but staffed by just one person.  What a shame to see people come in and leave empty handed because they couldn’t get help.

New best practices paper on social media monitoring, engagement, measurement

We’ve just release a new study on emerging best practices in social media monitoring, engagement and measurement based on interviews with large corporations like Cisco, Intuit, GE and with the top monitoring technology providers (Visible Technologies, Radian6, Cymfony, Market Sentinel), who have fascinating stories based on existing clients and from the RFP/sales process.

(Economy be damned, one technology provider even had to fire a big brand company because its agency was basically spamming bloggers and Tweeters.)

The report includes sections on:

  • Guidelines for responding, engaging, working with legal, staffing
  • Measurement
  • Biggest surprises
  • Most common mistakes
  • Advice
  • Next steps

What I found especially interesting:

  • Universal agreement that people in companies should be engaging in social media conversations– NOT outside agencies.
  • Creating monitoring systems is straightforward; developing engagement strategies is much more complex, requiring a lot of employee education and process redesign (ex: customer service)
  • The stronger the corporate culture of trust and employee empowerment, the easier it is to implement and scale enterprise-wide monitoring and engagement approaches.
  • Insights from social media monitoring are extremely valuable, but creating the right reports to glean that value for different functions is challenging.
  • For most companies legal has not been an obstacle. But collaborating with legal is essential. (See tips on dealing with legal in the report.)
  • How few conversations require or could benefit from a response. Many companies think the cost would be exorbitant to assign people to respond to Tweets, blogs and forums, but once they analyze the data and do a business case analysis the investment for the value provides a good return on investment, whether it’s for customer service, sales, or reputation management.

To get a free copy of the report, click here.

Would love to hear  your thoughts about these best practices based on your experience. What’s missing?

Low cost video exceeding 1.3 million black and white views

We’ve been analyzing characteristics of marketing content that gets shared and passed around. Here’s an example of a home-grown advertisement from Red House Furniture in High Point, NC that has 1.3 million + views on YouTube, has been covered by on a number of news programs including CNN, and is being covered all over the Blogosphere.

The reason for its appeal? It’s provocative, employees and customers introduce themselves as being black or white, and talk about how the furniture is good for black people and white people. Racial? Yes. Racist, no way. Just pointing out that blacks and whites like the same kind of furniture. Hilarious? Most definitely

The video is also genuine — real employees, real customers, low production quality and a folksy tune sung by two geeky guys: “The Red House…where black and white people buy furniture.” (The company os also sells tee-shirts with the theme, leveraging the interest in the video

The video was a risky best for The Red House, but good for the owners for taking a chance. I hope the attention is bringing in lots of business.

Verizon's customer service secret: community super users

What motivates people to help other people in online communities?  Personal satisfaction, recognition, peer respect, and being treated as “insiders.”

Yesterday’s New York Times has a good article about Justin McMurry who volunteers 20 hours a week in Verizon’s online community, helping customers with technical questions. (“Customer Serivice? Ask a Volunteer”)

The secret to success, says Verizon’s director of e-commerce Mark Studness, is creating an online environment that attracts the “super-users” who are the people who so actively post and help other people, answering thousands of questions that Verizon would otherwise have to pay its people to answer. The right environment, says Studness, “is where the magic happens.”

Lyle Fong, founder of Lithium Technologies, a community technology platform, believes that super-users  in customer communities are like online gamers. This is why Lithium offers rating systems for the contributors with rankings, badges and ‘kudo counts.’

“That alone is addictive,” said Fong. “They are revered by their peers.”

In addition to reducing call center costs Verizon has found that the online customer communities have providing new product and service ideas and created a large searchable knowledge base.

Community of Sweden

Here’s a great example of a online community that delivers on its business objectives.  I just got back from Scandinavia (Denmark) and want to go back after joining CommunityofSweden.com, the community that is part of VisitSweden, the official Swedish tourism site.  Community of Sweden,  developed by Tommy Sollen, does several things right:

Co-creation: First, Tommy co-created the community with people.  He started out with a development blog asking people to share stories and pictures about Sweden — as well as for their ideas on the design of the community.

Design reflects brand: The community was designed to be clean, tidy, bright, positive, warm and friendly — the same feeling people say they get when they visit Sweden.

Photos! The purpose of the community is to inspire people to travel to Sweden. There’s no better way to inspire travel like great photos. The community makes it easy for people to upload and tag photos. I especially like the map feature where you can click on a location and up comes photos tagged with that location. (As well as stories from that area.) The tagging feature also minimizes the back end administrative work.

Board of directors’ fears unfounded: Tommy said that the board’s biggest concern was that people would post negative or inappropriate comments. Since its launch in Nov. 2007 there have been no issues.

Empowered users: the community’s easy-to-use tools allow users to be in control. They can rate content, take down content they might feel is inappropriate or misplace, create profiles, start discussion threads.  Everything is published immediately, furthering inspiring trust. And members can create widgets to put on their own blogs and social networks. In other words, the community belongs more to the community than the tourism organization.

Integrated into the tourism Web site: the community is now also part of the official VistSweden Web site, embedding social intelligence into a marketing web site.  Embedded reviews and recommendations soon will become a fundamental feature of all web sites. Sweden is ahead.

One interesting factoid about the community: Italians are the most active members.

Brag books

Sometimes the small things can set your products and brand apart.

Yesterday I received a beautiful cloth-covered photo album from  Rag & Bone Bindery. But the company calls the album a “Brag Book.”  Wow, it’s so much more fun to have a brag book than a photo album — and I know what special photos will go into a brag book vs. any old album. (See how a unique name garners word of mouth recommendations like this?)

One of the company’s other appealing product lines is their “Twelve Way” books — Twelve Wishes for Baby, Twelve Ways You Made A Difference.

If someone you know is seriously ill, depressed about losing a job, coming up on a milestone birthday, a wonderful gift would be to create a Twelve Ways You Made A Difference book.   I received something similar on my 50th birthday and it was the most inspiring  gift of my life.  My mother, who is dying, has also been receiving notes about how she has made a difference in people’s lives and she says it’s the best gift of all.

Oops, there I go with the word of mouth again. See how approaching a commodity category in fresh new ways can get you out of the commodity business and into a good market niche?

PS — Jason Thompson of Rag & Bone has a very cool blog, too.

Odd CEO behavior

This week Beth Israel Deaconess CEO Paul Levy did something unusual for a CEO. When faced with layoffs he asked his employees for ideas on what the hospital could do to protect lower wage earning employees– the hard working transporters, food service workers, housekeepers.

That’s right, asked an auditorium full of employees for their ideas. Talk about respecting your people and valuing their counsel.

And, boy, did he get ideas.  A floor or nurses unanimously volunteered to give up their pay raise. A finance guy suggested working a day less a week. The ideas kept coming after the meeting — almost 100 emails an hour to the CEO.

Boston Globe columnist Kevin Cullen wrote a beautiful column today about Levy’s bold leadership step, “A head with a heart.” Don’t miss it. Levy is an example of leadership for a new era, where CEOs trust, embrace and collaborate with employees to together do what’s best for all. Where participation creates solutions far more creative and accepting than those in the old command-and-control model.

“Paul Levy is trying something revolutionary, radical, maybe even impossible. He is trying to convince the people who work for him that the E in CEO can sometimes stand for empathy.”

Simple social networks for serious problems

Last Tuesday night my mother was rushed to the hospital and diagnosed with several fast-growing malignant brain tumors. Life as we know it was pulled from under our feet. By Friday she had had major neurosurgery.

One challenge has been trying to keep all her many friends and extended family members up to date — and  to nicely keep people from coming to the hospital as my mother is in no shape for visitors.

So how great was it to find two free social networking services, CaringBridge and CarePages, that let you update the patient’s progress, alerting friends and family about the posts by email. The social networks also include a guestbook where people can leave notes for my mother in one place.

Hopefully we’ll also use CaringBridge to mobilize casseroles (OK, lobster rolls) and rides to the beach when my mother is able to return home to Cape Cod, her number one priority.

The real beauty of these sites is that they’re so simple, to both set up and for my mother’s contemporaries to use.  I love social technologies that address a real need.  Thank you, thank you CaringBridge. (That’s what I went with because I like supporting non-profits.)

I hope you never have need, but if you know someone who does, please make their life a little easier by recommending these sites.

The Irish Sports Pages 2.0

My Irish grandmother Norah Kelly use to open The Boston Globe first thing every morning to the obituaries, which she fondly called “the Irish sports pages.”  While some filled their days talking about the Red Sox, she and her friends found the obits a much more satisfying topic of conversation. (And Norah was quite pleased when I got a job in high school writing obituaries for the local paper. The obits, she knew, mattered.)

Now I find that one of the only reasons I read my local newspaper is the obituaries. Two weeks ago I opened the paper and learned that one of my all-time favorite clients had died of cancer at just 59 years old. I was  glad to know the news. Yet I thought, “what if I had been out of town as usual? I would have missed that. What else have I missed?”

The second thing I wondered was how best to send a note to her teenage daughter as I couldn’t find a mailing address.

The third thing was, “what happens when the local paper goes under,” which by the looks of things could be this year. How will I stay on top of my Irish sports pages?

That’s why Tributes.com is such an interesting and potentially big business concept. You can set up alerts for obituaries, write tributes to people who have died that others can also contribute to, and you can email that former client’s daughter about just how generous, funny and smart a woman her mother was.

In this deep recession old business models will die, but new ones like Tributes will find a market.

U.S. Air Force: guidelines on responding to blogs

Kudos to the U.S. Air Force for developing some smart, easy-to-understand criteria and guidelines for how to engage with bloggers.  While you’d think a branch of the military would be especially rigid and controlling, the Air Force appears to be much more progressive than many companies, recognizing that the way to build and maintain reputation is to help your employees be your best word of mouth advocates.

Congratulations

“I can’t believe they said congratulations. This iMac must be really special. No one has ever congratulated me for buying something.”

These words from my 13-year-old son on Saturday morning after we bought an iMac. The store manager came out to the floor and introduced himself, handed my son the box, shook his hand and congratulated him. On the way out a young sales assistant said the same thing.  Talk about a shopping and customer service experience and making a lasting brand impression on a young consumer.

One word conveys a lot of meaning.