Publications
I am a prolific writer but I am not a professional journalist. Since 2004 I have been studying the emergence of social technology and its subsequent impact on business as unusual. My blog has over 1,000 post and growing daily. Over 10,000 comments and retweets from over 200,000 readers who find my observations useful.
I don’t claim to know everything about “all things social” rather I do claim to be an avid student and a professional observer, thinker and what I learn everyday I share with others. My aim is to share, learn, collaborate and improve how businesses can transform into more productive social entities.
We’ve produced numerous videos and you can see my YouTube Channel here
We’ve also produced numerous presentations and you can see them on Slide Share here
Below is a list of some of my publications. There are also links on the sidebar to get some of these publications free as Ebooks.
5X6 Social Media Revenue Matrix
This is a summary of a 19 page white paper available here.
New market dynamics are emerging as social technology and the use of it proliferates. Making sense of the dynamics and the strategic implications is everyone’s goal. The goal is not an end rather a never-ending pursuit to learn, share and improve.
Learning and sharing is how people and organization can gain clarity of purpose on how to continuously improve. The real value in all things social is the sharing of knowledge with clarity for others to use. Imagine if an audience was focused on sharing of knowledge with clarity. What would be the outcomes? The answer: never-ending improvement and innovation.
Thinking About Social Media
Sometimes thinking about social media can be confusing, overwhelming and lacking clarity of purpose. To think clearly we need to understand the “system” and its related parts as well as the strategic elements required to optimize the “system of production”.
Life and business is a “System of Production”. Individually we receive information and produce more information for personal or professional goals. Businesses and individual engage in a system of production that takes in, processes and puts out information. Some systems are more productive than others based on the quality of related processes that encompass the parts that make up a system as a whole. The intake, processing and passing of information represents communications. Social technology is a system of communications. Communications drive everything. Communications is our collective and personal economy.
Alignment of Strategic Elements
Social media cannot be efficiently used unless a strategy is aligned with intent. Intent are strategic issues that must be thought out thoroughly because strategy drives tactics, initiatives and ultimately results.
A 5X6 Communications Matrix (The Tactics)
Communications start at the point of sharing information that’s relevant, valuable and of interest to the receiver.
The aim of any system is to help people by providing the right information which earns their attention long enough to create an attraction. The earned attraction helps to form an affinity to the sender. If you repeat the process you begin to engage an audience of followers who respect and want the value you give.
Engaging people with quality information, whether internal or external, is the beginning of innately valuable actions.
Asking the Right Questions
Without considering how, where, when, who and what are your market’s interest, needs and desires, you cannot effectively give a reason why the market should pay consistent attention to you.
Answers to the 6 questions as relates to each “A” will enable you to discover and learn how to execute an effective social media strategy.
While the 5 A’s and related 6 questions are tactical guidelines for effective thinking about social media they cannot be efficiently used unless your strategy is aligned with the right intent.
Get the entire white paper that covers more detailed information here
Social Media Directions
The word directions means several things including: guidance or supervision of action or conduct : an explicit instruction : the line or course on which something is moving or is aimed to move or along which something is pointing or facing : a channel or direct course of thought or action : the art and technique of directing a group of people to accomplish an aim.
The marketplace is filled with thousands and thousands of individuals, organizations, products and services all claiming to help other people and organizations with directions on how to use social media. The problem is that not all directions will take you to the place you want to go.
Where Do You Want To Go?
Many businesses jump into social media without knowing what they want to do, where they should do it, who do they want to reach, how will they reach them and why the market may choose to engage with them. Instead too many businesses simply look at social technology as just another channel to “push” out offerings hoping they will catch a few transaction. The market fails to recognize that 96% of all online advertising doesn’t get the audiences attention and thus no engagement is accomplished.
There Are No Quick Answers
Most business leaders want quick answers. When is comes to effectively using social media to accomplish specific objectives to get you where you want to go there is no quick answers rather their is only knowledge to either find or create. You can find knowledge within the marketplace of conversations. You can also take existing knowledge and create new knowledge which in turn will pull the market to you. Either way it takes time, talent and knowledge to find the answers to the questions that relate to the directions you need to follow to get to where you want to go.
For a copy of our white paper that covers the who, what,where,when why and how to find the right answers to the right social media questions click here.
How Do You Sell Social Media?
By Jay Deragon & David Bullock
The issues of social media and how to use it is usually ambiguous, often confusing, and sometimes baffling to business owners. The immediate question on everyone’s mind is how I use it to create revenue. So if your selling your knowledge of social media you are selling to a market that doesn’t understand it and is already programmed to believe it is something it is not.
The right question is what problem social media solve. You can’t recommend a solution if your client doesn’t perceive it as solving a problem they have and want to fix.
So the first issue is to understand what problem a client has that they want to solve. Clearly identifying and defining the problem is half the battle. If you can’t identify a problem that social media may be able to solve then your chances of getting engaged are slim. Worse, though, is giving the impression that social media can solve all the problems, it can’t.
Social media can’t solve all your problems as a matter of fact using it improperly can create more problems that you ever had. Yet everywhere I look many seem to be selling social media as the cure all for everything. Here is a hint. It isn’t!
The Problem with Expected Results
Most of the market is consumed with creating an ROI from social media. Many want social media solutions that drive revenue. The problem with these perspectives is they haven’t identified a problem they want fixed or a solution that want to achieve besides more revenue. ROI comes from lowering cost or improving revenue from investments in new initiatives aimed at solving problems. Social media doesn’t do either without knowledge.
This eBook covers the knowledge needed to sell social media internally and externally.
Get your copy here