Make it real -- Influencers need to be authentic!!!
From #SMMW15, I loved Douglas Karr , the President and CEO of DK New Media, and his examples of powerful Influencer Marketing.
Authenticity is when your voice and input are helpful, real, verifiable and meaningful, A simple example of the power of authenticity is a viral video hero!
The Authentic Rap
Did you catch the YouTube video that a husband filmed his wife in a very authenticate set of moves, as she raps to a song in the car. It has about 18M views to date. And the song playing by Salt and Pepper received another 500K downloads through the Ellen Show.
The Brand "takes over":
Acura asked this "YouTube" star to do a commercial for them with their rap. I still like the rap in their new commercial -- but it only racked up 172K views on YouTube "Drive like a boss". Why? It was not as authentic because of the heavy branding.
Why?
The second video is very branded, and not as authentic. The big question is how do you leverage an influencer in an authentic way?
Doug's 3 top pieces of advice:
1. Leverage influencers that have an audience that matches your audience.
2. Find influencers who are willing to share the story with their audience.
3. Measure the impact of the influencer
Twitter Battle between Duke and Wisconsin - Social goes #ncaa
It started with a tweet from Wisconsin!
Duke counters with a Vine Video of the Duke Devil! 
So Wisconsin brings in a Blue Man Group Video!
And of course, Duke goes away for a bit to bring back pictures of influence from the past
You get the picture .... it's a Social Battle of Twitter, Vines, YouTube, and Instagram between the best teams in the nation right now!What will happen next?
5 Insights From VC Meetup and Panel for Enterpreneurs
I love to learn and share those learnings so here are 5 things I took away:
- Validate the good idea. Over 50% of new apps and products fail. Those that success have been vetted and tested. The advice they gave was to have as many people as possible provide you feedback as quickly as you can. That could be through Kickstarter or just creating an MVP!
- Either be or hire a Tech Geek! The VCs validated that every company today is competitive through technology (well, just about!). The discussion was that every company is a tech company so either the founder or her right hand person needs to be steeped in the knowledge of technology.
- Network. Networking is crucial to a successful startup. All the VCs said that they bet on the person first, the idea second. In order for them to bet on you, they need to know you and trust you! Take the time to get to know those who might fund you!
- Have a business plan. This factoid amazed me. Over 50% of those companies that come into a VC come in with a great product but no business model. Make sure you think through both the offering and the way that you make money.
- Dream big and have confidence. A lot of success is trying again and again and not being afraid of hearing no Facing rejection can be tough, but ensure you have the confidence to wirhstand it. One entrepreneur said he was turned down for funding over 20 times before he was funded, and is now a successful serial entrepreneur. Be passionate about what you bring to the table.
7 Career Hacks -- Featuring advice from PointSource, Girls Who Code, Prudential, Lowe's Social Media Today and more!
Gang:
I wrote this book at the request of many women that I mentor and the 38K women strong Super Women's Group at IBM!
I share the stories and advice updated for Career hacks!
I would love you to share and use it -- in social media style!
The Weather Channel and IBM using IoT and IBM Cloud to "change" the business of weather!
I am very excited for the Partnership of the Weather Channel and IBM! IBM and The Weather Company through WSI, its global B2B division, today announced a groundbreaking global strategic alliance to integrate real-time weather insights into business to improve operational performance and decision-making.
As part of the alliance, The Weather Company, including WSI will shift its massive weather data services platform to the IBM Cloud and integrate its data with IBM analytics and cloud services.
IBM and WSI will deliver new cloud services to businesses in three key ways:
- Watson Analytics for Weather: IBM and WSI will enable easy integration of historical and real-time weather data in business operations and decision making with IBM analytics platforms such as Watson Analytics. The companies will jointly develop industry solutions for insurance, energy & utilities, retail and logistics among others.
- Cloud and Mobile App Developer Tools: Entrepreneurs and software developers will be able to rapidly build mobile and web apps that take advantage of WSI data combined with data from operational systems, connected devices and sensors using advanced analytics through Bluemix, IBM’s cloud application development platform.
- Business and Operational Weather Expertise: Thousands of consultants from across IBM Global Business Services will be trained to combine WSI data with other sources to more effectively interpret industry pain points, providing clients new insights that solve business problems.
Check out https://ibm.biz/IoTandWeather
I am also loving our VINE videos to use social media showcase the power of this announcement. https://vine.co/u/1025833884602232832
A YouTube Video, Harnessing the power of Weather: IBM and The Weather Company, voiced by The Weather Channel(R) Meteorologist Jim Cantore, this video offers an overview of IBM and The Weather Company's alliance to bring advanced weather insights to business.
The Expectations you set can change your "quest" for success! Community or Crowd
The other day my daughter came home with 2 different grades. On one paper, she received a 97 and was upset that she didn't get a 100. On the other she got a 87 -- a "B+" -- and was satisfied because this was a 'hard' class and subject.
I thought about her reaction and ours to these types of situations as well.
Are you expecting success from your social work? Are you expecting a crowd or a community?
As I talk to companies around the world, the big question that I get is: “What is the difference between just a group of people – a crowd and a community?” Sometimes the question is “How do I get a group of people to become a community, and see value in the community itself?
This question has fascinated me for a while as I myself have built communities, and have been in learn mode as well from others researching the power of a community, taking classes, reading everything I can get my hands on, and talking to lots of clients who have been successful!
My conclusions for building a great community vs just a crowd, are below. But in all cases you need to expect great things from working with your community!
- Leadership vs. Equality. The best communities have strong Community Managers who provide leadership and direction for the group. They help establish the goal of the community experience and define the business problems trying to be solved. They help develop and shape the community norm, start conversations, and listen. They attract and build the right content, stories, and subject matter expertise.. Crowds have no leadership that is stable. As such, they struggle with a defined direction and so wander and lose focus. CEMEX, the world's largest building materials supplier, has leadership not just from a community manager, but their leadership is all the way at the very top, their CEO.
- Purpose vs. Pride. A Community is motivated by purpose. They share a goal. For instance, Dogster, the number one community for dog lovers, is driven by the love of dogs. The community states “this vibrant community is a must for any dog enthusiast!” Crowds are run by Pride. Sometimes pride of ownership not purpose.
- Engaged vs. Sporadic. A community is engaged in active discussions and sharing. They comment, debate, and share expertise. They are consistent and responsive. For example, the DeveloperWorks community, is very engaged even though they have over 4 million members. They engage though member driven topics on technology. The engagement is driven by trust in open and transparent discussion (this is what works, this doesn’t) and by perceived value. IBM has experts that are passionate about providing the best support in the industry. With the right people in the community, the value based engagement shines through as the members become community champions – internally and externally. Crowds are in and out of discussions in a sporadic way. They are not committed to the discussions but pepper themselves in and out of the discussions.
- Belong vs. Benefit. A community is powered by belonging so that they can influence. The satisfaction that they get from the community is partially that they are part of something bigger. For instance, the China Deaf Association has a community that centers around providing real-time, online sign-language interpretation to improve the lives of deaf and hearing-impaired people. This 200K member community is driven by belonging to a community of people like them. Crowds wants benefits – or rewards. Crowds like to get; Communities like to give.
- Collaboration vs. Connection. The best communities collaborate as a normal working style. They feel the value exists with more input and a diversity of debate. For example, Pepsi, a large global consumer products company, has their community focused on accelerating development and project pipelines for innovations and new products. Product innovations increase as people collaborate through discovery and expertise. Crowds want connection; Communities believe in the collective brain!
Numbers of members are not the key metric and does not equal a strong community. A Crowd Mentality is driven by the broad set of people that you have access to, not a relationship with. A community is about having passionate members that belong!
Friday Top 6 Favorite Quotes to Inspire
1. Nobody who ever gave her best regretted it. George Hala
2. Entrepreneur is a state of mind, not a job title.
3. Make your crazy ideas stick.
4. Being you can be your niche.
5. What could we accomplish if we knew we could not fail. E. Roosevelt
6. A tweet only lasts 60 minutes.