This week, I’m featuring personal case studies to demonstrate how the social web can provide tremendous business benefits … often when you least expect it!

Today’s example started when I tweeted ”Go Steelers!” … and ended with the video about my business that you can view by clicking the image above.

I was watching a Monday night football game and tackling a little work at the same time. I flipped to Twitter and cheered for my favorite team. “I’m cheering for the Steelers, too” Michelle Chmielewski tweeted back.  And soon we were sharing our love for football, Pittsburgh (where she was a student), and blogging.

I had never connected with her before but Michelle had been reading {grow} and had just started to blog herself,  The Observing Participant.  As a new blogger, she asked me for some feedback on her own posts.  Over time I grew to really love the  quirky, funny video posts she featured. One day I had a brainstorm — one of these videos would be a great way to explain my business to potential customers!   Michelle agreed to do it, but on one condition – instead of pay, she needed a new high-definition camera to take her video blogging to a new level.  I was glad to oblige and provide her with a tool that could further her career.  

I’m sure you’ll agree that Michelle’s video is awesome, and in a week or so I will be featuring it on my website.

Throughout the year, Michelle and I continued to learn from each other. She talked me into getting on to Skype and has looked to me as a mentor on career issues.  Best of all, Michelle is my friend, and that never would have happened without the social web.

So here’s the lesson of Twitter: You just never know!

Let’s check in again with my formula for creating business benefits on the social web and see how it relates to this case study:

Connections + Meaningful content + Authentic helpfulness = Business benefits

How this worked in the real world:

• Michelle and I both actively created connections by engaging with people on Twitter.
• Because of the meaningful content on my blog, Michelle became an interested follower.  Michelle’s video content created engagement with me and eventually resulted in a mutually-beneficial business benefit.
• We continuously offer authentic helpfulness to each other without regard of any future “pay-back.”  This trusting friendship will continue to pay personal and business dividends.

This formula works.  What “unexpected” Twitter stories do you have?

This is the second installment of the unexpected benefits of the social web. You might enjoy these other articles:

Part 1: How to become a CMO in 10 tweets or less

Part 3: LinkedIn: A goldmine of business benefits

This headline is just a bit ridiculous, of course!   But I did want to make a point that social media works in amazing and unanticipated ways.  This week, I’m featuring personal case studies to show how the social web can provide legitimate business benefits, sometimes when you least expect it!

The first example is about how I became the Chief  Marketing Officer of Freesource … without ever meeting my new boss.   

About a year ago I saw notice on a LinkedIn Group that the American Marketing Association was offering a webinar on using the social web to make your business more efficient.  The presenter was a guy named Nathan Egan, a former LinkedIn exec who had just started a company called Freesource.  The price was right — free — so I attended.  Nathan seemed like a bright guy and at the end of the webinar, he invited the participants to follow him on Twitter and LinkedIn, so I did.

Getting on the radar

Through Twitter, I appeared on Nathan’s radar and he began reading my blog.  The topics I wrote about resonated with him, and, like many readers of {grow}, one day he called me to talk through some of his business problems. We continued to support each other and toss ideas around over a period of months.

Nathan assembled a great team and Freesource grew quickly as businesses sought the company’s advice on using the social web to make their businesses more productive and efficient.  As the client base grew, he needed a wide variety of resources to support projects, and, since I can do a wide variety of things, I seemed to fit the bill!  Nathan began sending me paid assignments to fill in the many white spaces of a start-up company.

I loved the work because our views on business and marketing were aligned and I absolutely bought into his vision of how the new media could work for a corporation. As Nathan’s trust in me grew, he provided more important, strategic assignments.

Freesource quickly became one of the largest and most respected social media marketing agencies in the country.  Nathan no longer had time to work on the critical marketing functions of his company and asked me if I could help.  I recently agreed to become CMO on a part-time basis and help him through this exciting growth phase.

The success formula

This is a good time to reflect on that important formula I introduced a few months ago:

Connections + Meaningful content + Authentic helpfulness = Business benefits

How this worked in the real world:

• I was active on LinkedIn and established relevant new business connections.
• By providing meaningful content through Twitter, I appeared on Nathan’s radar screen. Ideas from my blog grabbed his attention.
• We offered authentic helpfulness to each other without regard of any future “pay-back.”  This built trust and a dialogue that led to a mutually-beneficial business partnership.

The more I’ve studied success stories in the social media space, the more I am convinced that this formula really does work.  This week, I’ll share a couple other examples to show how.

How does this fit with your own experiences on the social web?

This is part of a series on the unexpected business benefits of the social web. You might enjoy these other articles:

Part 2: On Twitter, even casual tweets can create business benefits

Part 3: LinkedIn: A goldmine of business opportunity

Last week I attended a premiere of a wonderful film called That Evening Sun.  I live in Knoxville, TN, which is 2,191 miles from Hollywood. We don’t attract too many premiers around here. This one was special because the film was produced and filmed about 10 miles from my home and the making of it is a story that may inspire you. 

That Evening Sun was the first film by a new company, Dogwood Entertaiment, and executive producers Larsen and Adrian Jay.  Like so many triumphs, it was born of tragedy. In 2007, Larsen, a successful media executive and entrepreneur, sustained severe injuries when he fell off of a roof.  Being confined to a wheelchair gave him a lot of time to think about his life and what he was really accomplishing. “Life is too short,” he said in an interview. “I know that all too well now.” 

After multiple operations, he arose from his wheelchair with a new passion to achieve his dream of making a feature film.

Larsen and Adrian made their dream come alive with fierce determination and keen business maneuvering. They raised the necessary capital, partnered with executives in Los Angeles, and filmed a feature-length film in 22 days. Best of all, they delivered an award-winning film that has legitimized their venture and launched a bright new company. 

Larsen and Adrian inspired me to think a little bigger about my own life and career.  Heaven forbid it should take a life-altering injury to be a catalyst for change. 

What if you viewed yourself as the executive producer for YOUR dream?  Could you assemble the resources and create it in 22 days?  Could I do it?  Would I do it?   How about you?  Would it take a catastrophe to even give us the time to dream these dreams?

P.S. Click on the picture to see the movie trailer, and don’t miss a chance to see it. Hal Holbrook deserves an Oscar nomination for this!

With the dawn of the social web, I can’t think of a more exciting time to be in the field of marketing.  But I don’t think we have really seen anything yet!  Here are 12 developments I believe we will witness in the future … and probably sooner than you think.

1) Hyper social measurement– At some point soon, Google is going to start doing something bold with the volumes of personal data they’re collecting.  Google is in the best position by far to define social media monitoring, especially now that they are taking steps to fold in data from Twitter, Facebook and other platforms. Once Google flexes its social media monitoring muscles, companies like Radian6 will become niche players at best. Complex algorithms will determine real-time sentiment shifts down to the individual.  And it won’t be free.

2) Tapping into text messaging– The one communication mode largely untouched by real-time search is text messages.  This is a goldmine of information too big to ignore, especially if you’re a “cool-hunting” consumer product company.  Entrepreneurs will find a way to tap into the “text stream” by rewarding users for being included in their data-gathering systems. Does this seem improbable?  Would people accept a free cell phone and free data service in exchange for their text information being stored in a database for consumer product research and targeted promotions?  It would work.  

3) The human coupon– The massive quantity of personal information available about you will eventually follow you around.  Enabled by GPS and RFID technology, coupons and special offers based on your buying patterns will appear instantly on your mobile device as you near a store.   RFID chips embedded in packaging will send messages during your purchase decision to encourage up-selling and cross-selling.  For example, if you pick up a blouse off of a rack, a message will direct you to the precise area of the store where you can find a matching skirt … on sale just for you. 

4) Radical privacy movement — This intense data gathering and the use of it in a Big-Brother-like manner will spark a backlash, including legislation, assuring the right to be excluded from Internet data-gathering tools.  Because of its power and control over voluminous personal details, Google will become the most profitable, and despised, company in history.

5) Man-machine interface.  Medical advances and social media platforms will converge.  Scientists are already embedding electronics in humans to power limbs, regulate body functions, and enable the brain to access information from micro chips. It’s now possible to think a tweet or control artificial limbs with a thought.  Humans will routinely carry a computer inside of them, powered by body heat and motion. You will literally always be on the social web, generating messages just by thoughts.  Humans will have markings like tattoos to display the premium, designer brand of devices embedded in their bodies. This will give new meaning to the tagline “Intel Inside.”

6) We become the Internet.   Today, people talk about Twitter, Facebook etc., never really connecting that these are all “Internet.”  As the social web literally becomes part of our bodies, we will no longer distinguish between listening, talking and electronic communications. In our minds, there will be no more web. It will just be.

7) Massive national ID validation. The social web will become the exclusive source of consumer information, political research/policy development, and education systems. Because of the increasingly critical  importance of this feedback and the opportunity for corruption, complex systems to prevent fraud will be needed, including a broadly-implemented government validation program that extends across all platforms.

8) Micro politics — Politicians will use real-time sentiment analysis to craft and re-craft voter appeals right up until the moment they enter a polling station.  Political messaging will be nearly-instantaneous and tailored to individuals based on data purchased from Google.

9) Extreme content — Journalism, film-making and advertising agencies will thrive, much to the surprise of nearly everyone.  The need for content on the social web will drive radical evolution of  these three traditional professions and “Content development and management” will become a popular college major.  While most content today is generated through “free” submissions to YouTube, blogs, etc., salaries for the very best and most creative content providers will skyrocket as corporations raise the creative bar to cut through the clutter. 

10) The loner workforce. The cultural impact of the social web will have radical implications for managing the workforce of the future. How do you deal with a generation of employees who have been conditioned to communicate through their thumbs?  Employee training of the future will look increasingly like video games.

11) Digital divide grows  — For many parts of the world, access to free, global communications will be a great equalizer between rich and poor nations, especially as web-based translation services improve and encompass local dialects. However, in countries where people cannot access the web either for economic or political reasons, the digital divide will not only grow, it will become permanent for one simple reason: they will fall so far behind the technology curve they will never be able to catch up. Digital commerce, innovation and technology will be permanently dominated by those nations in the game NOW. 

 12) Pay for play– Social media is free but the cost of attracting consumer attention will become increasingly expensive, especially with the ability to skip ads.  At some point, the cost per impression will be so high it will be less expensive to simply pay people to watch an ad.   Combined with the “human coupon” trend mentioned above, this would provide nearly perfect information on cause and effect of advertising campaigns. 

Well, that’s enough far-out thought for one blog post and I’m sure you have A LOT to say about it!  Your turn. The comment section is now OPEN!

Awhile back I put forth a “success formula” to create business benefits through social media:

Connections + Meaningful Content + Authentic Helpfulness = Benefits

The more I see and hear and learn about the social web, the more I’m convinced this is spot-on.  You can see the whole article here, by the way.

I’m learning that within this formula, content is a SEVERE bottleneck for most companies.  Here’s why:

1. Companies are piling on to the social web and are desperate to provide content that will cut through the clutter. It takes a special talent to do that. Typically, they don’t have that special talent … but are willing to pay for it.
2. I’m sure you’ve heard stats like, “more content has been created in the last five years than in the history of mankind.”  I either made that up or I heard it someplace (or both) but I’m sure you’ve heard similarly ridiculous statements.  There is a kernel of truth in there, however.  There’s already too much freaking content for any normal person to keep up with.  And the problem is going to get worse.  In fact, it will never get better. The need for content seems insatiable. This exacts more pressure on companies to not only develop “meaningful” content, but content that will knock your socks off.  Every day.
3. The need for “authenticity” is an artificial barrier set by the social media country club that is keeping some people from ghost blogging. (Article on how to do it RIGHT is here.)  That barrier will go down as the price companies are willing to pay for content goes up.  There will be plenty of content-whores around for everybody.  And I mean that in the most respectful way.  

So here’s the business plan: Come up with a posse of technical writers/content whores who can churn out blogs on a variety of subjects (maybe organize by verticals) and fill this out-sourcing market niche.  I would do it myself but I’m far too lazy.  

So there it is.  Business Idea of the Year!  Go be the Wal-Mart of content.  The Blog Super Store.  Content Whore Warehouse.  Whatever, just go do it and I’ll be the first to hire you for my customers.   See, you can’t tell me I never did anything for you. : )

I decided it would be fun to feature some of the great people of the {grow} community from time to time. You’ll probably recognize the name Kimmo Linkama as a regular contributor who has distinguished himself with his insights and perspective.

Ever since I connected with Kimmo there have been two things on my mind:  How did he get such a cool name and what’s it like to work in social media in Estonia. So I decided to ask him … and share it with you!

Mark:  How has your career path led you to your interest in social media?

Kimmo: I’ve had the good fortune to see marketing communications from all sides. I’ve worked on the agency side and the client side, in advertising and in PR, and have had assignments with both national and international audiences. Finnish marketing communications works on pretty much the same principles as in the US, so now that social media is clearly becoming the next “big thing” in marketing, especially in my B2B niche, I need to know what’s happening and what are the best strategies.

Mark: And how’s business in Estonia?

Kimmo: Let me first give you a little background. I’m originally from Finland and moved to Estonia about four and a half years ago.  Business is difficult in Estonia, especially with the recession, and I still work almost 100% for Finnish clients.

Europe, in comparison with the US, is extremely fragmented. There are 50 countries and 230 languages (although the official European Union languages only number 23). Estonia, where I live, has a population of 1.3m, about the same as Philadelphia. Finland’s population is 5.3m, a little more than Los Angeles and is the most sparsely populated country in the European Union.

From where I live, Otepää in south Estonia, it is only some 160 miles “as the crow flies” to Helsinki, Finland, where most of my clients are located – although there’s a two-hour boat trip across the Gulf of Finland in-between.

Mark:  Sometimes I feel like the social media trend swamped marketers here in the U.S. and we’re still recovering. You are in a unique position of being able to watch for what is happening in the rest of the world BEFORE it hits your region and your customers. How does that help you or hurt you?

Kimmo: It definitely helps.  Although most ideas that are taking off in the U.S. reach even my remote corner of Europe very quickly, there’s still a slight delay.  That’s why I am – as you said – in a unique position to get on board a little before a new trend becomes mainstream here. The benefit, of course, is that I’m able to get some hands-on experience in social media, so when it begins to really catch on as a marketing ideology, I will know better what I’m talking about and be able to help my clients in a relevant way.

Mark: What social media platforms are being used in Eastern Europe?  Are entrepreneurs developing regional-specific platforms or are you seeing global apps like Twitter take off?

Kimmo: We have the whole spectrum: blogs, forums, chats, microblogging.  There are regional-specific platforms, but on the whole I think the global applications have so much critical mass that they will eventually come to dominate. For example, the development of the Finnish Jaiku microblogging app, roughly similar to FriendFeed, began almost concurrently with Twitter. When Google bought Jaiku a couple of years ago, it has gradually stagnated, and now a new development, called Qaiku, is trying to take its place. I have my doubts about the chances of survival of these regional developments against the big globals, though. It is more probable that a bigger player will buy them in the end.

Mark: What is social media adoption like in your region? Is it being used for business? What are the hurdles?

Kimmo: Finns have always been pretty tech-savvy. Blogs are proliferating, and Facebook is very popular. A fair number of companies have adopted blogging as one of the ways to get their message out, but for example Facebook seems to be mostly for personal-type contacts. I haven’t yet seen many serious attempts at business use, although some companies do have a Facebook presence. The company pages, however, seem to be mostly of the press release type, publishing company news rather than encouraging dialogue.

Microblogging is done more by individuals; so even if they are clearly associated with their employers, the messages mostly have a personal point of view. I think the biggest hurdle for wider business adoption – if we rule out lack of knowledge – is exactly the same as everywhere else: businesses are so used to traditional push marketing that the idea of losing control of the message is frightening. It takes time to alleviate this fear, but as the trend grows stronger, everyone will have to go with it one way or another.

I also don’t know how many agencies really know how to go about this “new way of marketing” when it comes to recommending the best ways to their clients. I’m hoping my social media experiments, if you will, enable me to fill that void for my part.

Mark: Kimmo, you have such a cool name. Is it a family name or just a common name in your homeland of Finland? 

Kimmo:  Thanks for the compliment! Kimmo is not a very common first name.  I looked it up and there are about 18,000 men with that name. Its roots are sometimes traced back to the Greek St. Evdokimos, but I don’t know how scientific this is.

Feel free to ask Kimmo additional questions in the comment section …

In addition to his contributions to the {grow} community, Kimmo’s blog, “Marketing Communicator” can be found at: http://linkama.wordpress.com/

By the way, Joe Friday still looks so damn cool.

A friend of mine is recruiting for these senior-level marketing positions at a Fortune 500 company based in the Midwest U.S. If you are interested in applying or learning more, please send your resume to Ms. Vikki Boney at vikki@alistarinc.com. Good luck!

Digital Marketing Leader
Bachelors Degree in Marketing or related field
10+ years in web/digital marketing
Proficient in web and IT technologies
Experience with B2B and B2C technologies
Experience working in a Matrix environment

Retail Marketing Leader
Bachelors Degree in Marketing or related field
10+ years experience in marketing and distributing products through big box retail
Category management experience
Experience activating programs at the retail level
Budget management experience

Business Unit Marketing Leader
10+ years of marketing experience
Demonstrated experience with strategic marketing and developing plans to support business
Ability and experience bringing new products to market
Good leadership and budgeting abilities
Strong analytics experience

Innovation Marketing Leader
Lead and developed others on innovations
3-5 years experience in innovations marketing and/or product development
Experience with business insight in regard to product development
Experience “owning” innovation for their company
Ability to conceive, develop and sell leadership on innovation ideas.