Joel Vincent

Technology. Wine. Family. (maybe not in that order)

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Lots of "Analysis" on how to "use" social media, is it missing the point?

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Social Media Friends

Social media is creating quite a long tail of industries – lots of software companies, consultants, new modes of public relations, etc, etc.  Some of them focused on getting you into using social media, which is great, and many of them aspiring to help you “use” social media for your business.  The latter point is what I find interesting.

I’ve spoken on the topic of social media before (with assistance from the self-proclaimed “Bonafide Marketing Genius” Marta Kagan – FYI, I’m glad she has the confidence in herself to tag herself that way b/c she’s one of the few I would actually agree with) and I think the biggest point from my talk and others that I’ve seen (like Marta’s deck) is that this all is an excercise in sociology.  There are so many technologies that one could use, so many things that you could do, but in the end what is happening to the web is just another means of connecting, interacting, and getting to know people; not unlike joining a social club (like a sports team, a cultural center, or whatever).  In fact, just as you have “different circles of friends” offline (work friends, drinking buddies, sports friends), you’ll develop the same thing online and your community will drive you to the tools.

That’s where the idea “use social media” sticks in my craw a little bit.

I’ve had this blog since 2004 and I’ve interacted with many many people thanks to it.  It’s mainly an outlet for my thoughts, creativity, and passion (wine, technology, and marketing) and I’ve made a serious number of friends in the wine industry because of it.  My goal was to do exactly that, get to know people in the wine industry.  One of the major things its taught me though is that the only way to truly understand what this “social media” thing is all about is to get out and do it.  BUT – do it with a genuine desire and understand that its a means to reach out to a community (blog in particular).  Its not a sales tool and its not a PR tool for social media any more then going to a conference is a PR tool for you.  What I mean is you can go to a conference, chat with people, network, find people that you can stay connected with.  If you contribute to the conference (effectively contributing to the ‘community’ that the conference is bringing together) then you can get noticed and in that sense you get some good word-of-mouth publicity.

But here is how to think of “use social media” (Ugh!).  Its a sociological, human based filter.  Its not a broadcast engine like the “information super highway” or the “series of tubes”.  Doesn’t matter what tool/site you use, first and foremost your community has to be on that site and/or using that tool.  There is always a “critical mass” that needs to be achieved before the tool gets useful.  Kind of like a party, its not really fun until there are a bunch of people you know there.

Once your community is there, interacting, chatting, whatever then the dynamics of what happens is facinating.  Things start to get “useful” and the human filter is formed.  It becomes a situation where the community is as close as a bunch of office mates even though they are all over the world.  I literally consider the community I interact with on Twitter my “virtual office mates” and I genuinely like interacting with them.  The reason is that you can contribute (chat, answer questions, and otherwise participate) just like you would any other office.  In the case of Twitter, it becomes just like a hallway conversation in an office.  You can ignore it for a while, pop your head in with a little bit of nothing to say, put out some information or useful tool to the community, or you can put out a serious question to the group and get some solid answers.  Pretty much how you would for any office with cubilcles and hallways.

The best part of all this is that when the community reaches critical mass of people in a certain technology/tool who genuinely like to talk about a particular topic, forming an open community, thats when the best things come out.  If you contribute something to that community that is truly useful, it will get passed on to everyone very quickly.  People will decide if what you said is interesting, show their friends and, if its applicable, their friends may pass on the information to their other “open communities”.  The network effect takes over and your information has just become “viral” (i.e. it will spread not only in the current ‘circle of friends’ but to other ‘circles of friends’).  More importantly, the human filter took over and since that useful piece of information you generated is actually VERY useful, it will get passed on for a while (or very funny, or very interesting in some other way – the latest on Twitter was a streaming video of puppies, not useful, just very Zen).

So if you find an open community or want to know where there is critical mass already for a community you want to learn about (for instance – the wine community is embracing Twitter and Social Networks) on one of these tools the best way to “use social media” (I hate the term because it makes me feel like “use your friends”, but I guess there isn’t a better way to say it) is to contribute in significant ways.  Add to the community but more importantly be YOURSELF.  If people like you, they like you.  If they don’t, guess what…they don’t.  There isn’t alot of advice that can be given there that your parents should’ve taught you before Kindergarten.  Thats the funny truth of this “social media” craze.  The fundamental sociological point is that this is making friends.  Because even if you contribute something that spreads from network to network like wildfire, when those people check you out and “follow you” on Twitter, or Facebook, or whatever, then they start to get to know you in a more personal way then anyone over 25 ever thought possible.  If you’re obviously contributing to promote your business it will come across.  If you genuinely approach this medium (regardless of technology) as “getting to know people” in the way you’ve always done then you’ll not only have that “viral hit” you won’t be an online “one hit wonder”, you’ll have friends who can help you when you’re down, connect you to others, help you build business, get emotionally invested in your brand…. i.e. you’ll be a part of a community and how you do that is something your Mom and Dad shoulda taught you.

FYI – if you’re doing it for a business/brand it doesn’t matter – if people don’t like your personality, they won’t like your brand.  These things have a way of piercing the corporate PR veil.  Want an example?  Supposedly Cisco “gets” blogging.  Read their blogs and you tell me what you think….

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Don't call it a wrap-up, just a point in time…

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WBC 08 in Sonoma CA

The Wine Bloggers Conference (WBC) in Sonoma has come and gone.  I’ve been toiling around with so many things to write about that I hardly know where to start.  So I’m going to have to write a series of posts about different things.

First, there will be no “wrap-up” post.  The concept of the WBC was to take our online conversations and meet face to face, as a community, to get a better understanding of the issues and each other.  Then we need to talk more about the issues back online again.  So I have always viewed the WBC as another element like our comments, tweets, forum posts, etc.  We need to keep this conversation going and evolve the medium as a community.  Its exciting when you think about it.  Like I mentioned, technology has once again taken an industry status quo and turned it upside-down.  The game has changed and we can influence how things pan out in the future.  Already, as noted by Alice Feiring in her keynote speech at dinner on Saturday, there has never been a community of wine writers and now, if you felt the energy in the room at the conference, clearly there is.  Guess what – thats new.

As a co-producer with so many new friends let me say a thanks and an apology.

First the apology:

While its necessary to get sponsors to pull something like this together on this scale and make sure we’re not just gathering in a park drinking from the water fountains, we tried very hard to make this a re-imagining of a wine conference.  All bloggers welcome and the community is there to interact with each other first and foremost.  We attempted to dedicate an entire morning to the Unconference – a free-flowing session with ad-hoc topics, no sponsors, no pitches, only bloggers.  I personally communicated to everyone that we would have at least that much time to do something completely unscripted because thats what we as bloggers are about really – going off-script, something completely different.  I took my time getting to the Unconference and when I arrived there was already a session about Wine2.0 and getting bloggers involved.  So after all my talk of unscripted, unsponsored, hippy-blogger-love day, a brand ran a session anyway which changed the tenor of the Unconference.  I didn’t take that lightly and I do apologize to the community for it.  We hadn’t intended for there to be any corporate presence in that session and I should’ve paid a little closer attention to what was going on.  I wanted to get that out because its been toiling in my head for days.

Now the thanks.

I’ve been getting alot of kudos, which I do appreciate and I do my best to say so even though I’m not the best at taking compliments, but really Allan Wright of Zephyr Adventures turned out to be the perfect partner to pull this off.  I know a few of us had been kicking around the idea of a conference for a while but knowing what it takes to pull off a conference, my hesitation was basically I knew what I didn’t know and that was very daunting.  Allan approached me in April and after talking over what he thought he could do for a conference like this it was pretty clear he had alot of experience and skills in areas I didn’t and THAT is what makes teams, companies, ideas, etc. work!  The success we had was not only fast (April to October – 6 months) but we were able to take care of what we needed efficiently as if we worked together for a long time when in reality we were going basically “site unseen”.  So MANY thanks to Allan, the perfect partner to making this come to fruition.

Next post…the anatomy of a conference – the snafus you DIDN’T see even if you thought it went smoothly!

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