Like 350 others I was lucky enough to attend Likeminds 2010 in Exeter, Devon last Friday.

Much has been written about it the day; from the speakers, the attendees and the atmosphere, and most it has been very positive.

There has even been a minor backlash at all those who seemed to infiltrate the twitter stream with the ubiquitous #likeminds hashtag. But isn’t that the point. Did I miss something? Isn’t the very essence of why we all went was to meet ‘Likeminded’ people who all want to understand, learn and develop their communication skills – for themselves, for their clients, and for their organisations?

How many events have you been to where you’re still left reeling from the energy and knowledge that was in the room. It’s nearly one week since being there and I’m still filled to the brim with action points, plans, ideas, thoughts, questions and you know what – memories.

I, like many of you, understand the power of social media as a communications tool and as a route to get people together. This is why I love it; but something happened around about 10.30am on the 26th February. Something new to me! I looked around the room and all you could see was smiles, all you could feel was anticipation, all you could sense was something big was going to happen.

I’m not going to analyse all the speakers & panels, as many others this week have done that very thing, but when Jonathan Akwue stands up and tells you that social media actually saves lives – you listen, when the incomparable Joanne Jacobs leads you through a perfectly timed presentation that literally holds attention like a children waiting for Santa Claus then you know you’re witnessing something memorable and special. To keep things flowing Olivier Blanchard makes you think about the very terms and definitions we all use across this channel, and then you end up with Chris Brogan talking about Metallica – it’s a pretty good day. [NOTE: Molly Flatt your comments on the panel were so spot-on I wish I had said them]

But the real value was in the people. All of the people. The speakers, those who attended, and the virtual audience. There were no barriers. Relationships were being created, improved and developed all over.

The real Likeminds for me happened afterwards. Conversations were full of energy and thrust. I was involved in chats where collaboration and engagement were at the very heart of the discussion. No barriers or divisions present. Everyone was willing to offer advice and support to any question or problem.

I know this all sounds as I’m head of Likeminds PR department but this is not the case. It is simply my own views. Many will feel sick by now, I hope many will also agree. As I look back on it now only some of the above emotion has quelled. I realise that we all had to come back and apply ourselves to our work and simply do more than pat each other on the back and say ‘I was there. Aren’t I great!’.

This isn’t the case. There’s nothing great about watching and listening to people talk. There’s nothing great about talking to the same people as the last event…but there really is something great about watching people communicate and talk to each other with energy and passion. The same people who will now be passing on small snippets of what they heard and learned. If, as Chris Brogan said, “we make people feel special” then isn’t that way better than great?

I’m nearly done but here’s a mini case-study of what it’s all about to me. A microcosm of social communication.

It’s now a week later and because I was at Likeminds I’ve formed two of the strongest relationships I have known for a long time. Both are a testimony to  collaboration, communication, knowledge, humour and friendship: Likeminds at work! Thank you.

Let me know your thoughts and comments on this. Please leave a comment, however small.

I recently came across Glenn at a media140 event in London. Some of the UK’s leading social media brains were in the room that night but it wasn’t until Glenn peered his head  round the corner and started to create debate & discussion that things really began to happen. He was supposed to be simply tweeting and blogging about the group discussions’ but was overcome with the desire to engage and collaborate with everyone. ‘Shouty Man’ as he became known that night is a perfect example of social media in human form. After all it’s ultimately all about creating that one to one meeting and not really anything about the technology.

His views show someone who not only understands the potential of social media and how organisations can harness it to the full but that its real power is with the people and not the brands.  Here follows our interview.

1. At what point did you decide the career path you’ve chosen and what drew you to it?

I’m born to communicate.

As a kid. I loved to draw, write and communicate. I’d make magazine or booklets for and read them to my grandmother. I’d chat with my parent’s friends, about anything that would hold their interest, from about the age of three.

2. What excites you most about the growth of social media?

I’m excited because I still think Social Media actually can kick down the barriers that have kept real people away from information and people they should be able to get to. Time will tell if this is true, or if it’ll just end up as another big fat spam pipe.

3. Why do you think that so many businesses are fearful or are struggling to come to terms with the social media world?

The origin of this fear is lack of knowledge. Business needs to relax and get this: Social Media is all about people. If you don’t get people, how the hell do you sell your products and services in a competitive environment? People don’t trust what they don’t understand. I remember when the web appeared in the mid-90s and I begged the management to get our magazine a websites. The Managing Director of our massive media group actually said to me: “The internet is a fad.”  We’re just seeing more of this same “If I remain ignorant long enough will it just go away?” thinking again.

4. You’ve written blogs and commented on social media a lot. What one of advice would you give a start-up (individual and company/organisation)?

Shut up and listen.

5. How much time do you feel a company (or outsourced help) should devote towards social media (per day/week)?

Every minute of every day.

Take a firm like Honda. Their founding philosophy was all about satisfying the customer through excellence. This is where Social Media for business starts – with a great company producing great products. A more practical answer to your question is harder, because Social Media is not one size fits all thing. Some companies will find very little use for it, others will use it as an integral part of everything they do.

6. Why do you feel Marketing departments are slow to adopt new online techniques, particularly PR companies who seem to be slow-adopters to change?

Because they haven’t read my answer to question 4? But not all are slow adopters, this is a stereotypical view. Many are great at running things right at the bleeding edge.

7. If a colleague (or client) was going to sum you up in 5 words what do you think they would say?

I’d hate to say but I bet at least three of them would have Anglo Saxon origins.

8. What’s your vision for marketing/communications, on and offline for 2010 and onwards?

My vision would be a hope of the return of honesty. What will actually happen is tough to guess. I’m not really a marketing guy, so I wouldn’t like to try that one. Communication is easier. Generally speaking we’ll want everything in our lives to communicate, we’ll even want to tweet or take calls with our pillows. Woe betide the manufacturer trying to sell us gadgets without connectivity. We’ll also get lazier and need everything to be handed to us on a plate, so all manner of search had better sharpen up! Offline the people might even get together in tweetups and look one another in the eye. That would be welcome.

9. How should we be measuring success in this ‘social’ world?

Don’t try. Just get on with it.

If Social Media fits your business you’ll soon measure the effect of not doing it as you watch your competitors run off with the market. Companies that set up positive online communities around their products will soon notice any success they bring. You must remember, I’m not a corporate guy. I escaped that world a very long time ago and I got very good at flying a company by the seat of my pants. The desire to micro-measure everything can soon slow a business down to a fatally sluggish pace when it comes to innovation and adoption of new methods. Social Media is much like PR, it’s very hard to measure. If you do get it right you can usually ‘feel’ it but I’m not sure you’ll ever be able to use any kind of yardstick on it with much effect.

10. What’s your definition of social media?

Social – between people / media – communication – therefore Social Media = Communication between people – and companies need to take note of that. They need to work on their ‘personality’, because the more of this they have the more they’ll gain from social media.

11. Do you feel social media is just another bow in the armoury of ‘marketing and communications’ just like PR, advertising etc?

Yes, of course but it’s also refilled the consumers’ quivers – to the brim. It’s two way traffic. Consumers are the ones who stand to benefit most but I hope they don’t allow themselves to get manipulated all over again. The Internet and Social Media started huge a wrestling match between brands and consumers and we’re now already well into round two. The winning brands will be the ones that surrender now and talk to their consumers.

12. Can social media work for business to business?

I wonder if they asked: “Can this new telephone thing work for business to business?” If technology opens a channel that allows contact with those you may benefit from making contact with then it has ample potential for being good for B2B. This is interview proof of that. After all, without Social Media would we have ever met?

13. Do you think the standard of content is high across the social networks (with your journalism head and generally speaking)

If I answer that honestly will I keep my head on? Most of it is poorly written, often masking what is actually good content. I’m not a trained journalist. I didn’t get to college. Instead, I worked with some guys and girls who really knew there stuff and I tried to learn. Even the amateur bloggers can improve their craft if they are prepared to look and listen. You need to consider the make up of an old fashioned magazine office. There were always one or more people standing between the writer’s copy and the printing press. Most of us now go to ‘press’ without the value of a trained eye to check our submissions. Bloggers who are serious about this should somehow assemble such an editorial team. This is why the standard is so high at www.media140.org, because skilled editors and sub-editors are further along the production pipe filtering the scribblings of illiterate hacks like me.

14. What’s your typical working day?

I have two types of working day.

a: Stay at home day.

Get up between 4am and 6am and make a cup of tea, switch on the amps and start the music. Write the news for @inbritain’s website. Read emails, reply. Send some tweets for clients. Get some of the good old fashioned written work done for clients – usually factual articles and blog entries. Eat breakfast, drink coffee. Then I’ll read news and articles. Deal with any ongoing social media proposals and projects for about an hour before cracking on with written work again. I’ll continue to take breaks for coffee throughout the day.  I’ll intersperse the written work with tweeting from my clients’ accounts. This pattern usually continues until about 6pm, or later depending on what’s in the in-tray. I usually break off at about 1pm when the parcel post arrives to lust over the latest delivery of vintage Jamaican records. They come most days. The music, sourced from these wonderful records, plays all day. I don’t like working without music.

b: Go away days:

These are usually in London and may start with the easy hour and half train ride to Kings Cross from Newark. In London I’ll head to my club @onealfredplace to do a little work, make some calls, drink their coffee and eat their brilliant food. While I’m there I’ll often meet friends, clients or prospects to share the luxury with them. Maybe I’ll conduct an interview for #Likeminds or #media140 there. I try and find time to visit a second hand record shop or search a few charity shops in areas with big afro-caribbean populations. Yep, looking for more reggae on vinyl!

Usually a trip to London involves at least one brain storming session with some of this country’s tremendous tribe of Social Media thinkers. To me, a small group meeting in a coffee bar can as much value as at a big conference. I love the conferences too though because there’s so many great minds and fresh thinking to be found at them. Great conversation with great minds – it nourishes my mind like nothing else can.

Glenn can be found on twitter here.

Trey

For those of you who haven’t met, engaged or spoken with Trey he’s one of the nicest guys in marketing today. Thankfully he’s also a leader in social media and without doubt an expert, innovator and source of great knowledge. He describes himself thus “ A Marketing pro, speaker, author, dreamer. Add it all up and you have a partner who’s relentless in making sure your marketing connects with the hearts in your marketplace.”

Here follows an interview with Trey which includes some great insight into his mind, knowledge and advice.

1. At what point did you decide the career path you’ve chosen and what drew you to it?

2. What excites you most about the growth of social media?

Absolutely thrilled at the ability to not only make new CONTACTS, but to make new FRIENDS, and then share in their lives so regularly. Watching my friends enjoy the adventures of their journeys is rewarding. It makes those face-to-face times even more valuable.
3. Why do you think that so many businesses are fearful or are struggling to come to terms with the social media world?

4. You’ve written a books on blogs (link here) . What one of advice would you give a blog start-up?

5. How much time do you feel a company should devote towards social media (per day/week)?

6. Why do you feel Marketing departments are slow to adopt new online techniques, particularly PR companies who seem to be slow-adopters to change?

This is a perplexing question. Honestly, I’m bumfuzzled that marketing communications pros seem to have totally missed it with social media. Why they allowed a whole new profession to spring up, and allowed a new chair at the corporate table, is beyond me. CMOs, Marketing Directors, Public Relations Directors, and others of that kind, were in the best position to bring social media into the corporate suite. That a new silo has grown up for social media directors simply puzzles me.

7. If a colleague (or client) was going to sum you up in 5 words what do you think they would say?

Need help? Discouraged? See Trey.

8. What’s your vision for marketing, on and offline for 2010 and onwards?

9. How should we be measuring success in this ‘social’ world?

10. What’s your definition of social media?

11. Do you feel social media is just another bow in the armoury of ‘marketing’ just like PR, advertising etc?

Social media does seem to be “another option” or “another tool” in the tool bag in several areas: marketing, of course, especially since I’m a “marketing pro,” but it’s also good for research, customer service, academia, professional development, citizen government, etc. The key is, social media is not an end. It can probably help you get where you want to go, wherever that is, and in whatever industry you’re in. It’s a piece of the puzzle, but not the whole puzzle.

12. Can social media work for business to business?

Let’s face it, for most of all this modern marketing stuff is at best confusing and often dismissed as a fad or over rated .

But after reflection most realise that all this ‘twittering’, ‘face-booking’ & ‘googling’ is here to stay … And for good! But where does it all fit in with our previously cosy and comfortable marketing techniques.

The answer to that is simple; It’s part of 2010′s marketing mix. Marketeers can no longer ignore this as temporary or something that’s going to go away. The facts prove this is here to stay (see video from last post). If people want results then they have to ‘engage’ and ‘collaborate’ in a marketing arena with some new animals to master.

Just because you’ve mastered the art of killing the lion you’ve had around for ages doesn’t mean that you can simply ignore the tiger that’s been in the vicinity for a while; sooner or later it’ll come and bite you. That is unless you’ve decided that it’s got so much power that it cannot be ignored, and you’re going to build up a skill set which helps you to tame the tiger.

A simplistic analogy perhaps but you get my point. Yes it means spending some time getting used to these new tools and understanding their power, but don’t be fooled into thinking that you can just open a Twitter account and then go and demonstrate how you’ve single-handedly increased profits or brand awareness for your company or clients – It’s not going to happen! You either need time to understand the new world and how best to act; or help and support to do this.

As a rough outline the following should be adhered to:

• knowledge: understand what, how, why, where, which social media tools are best for you. Work out how to play in each arena before jumping in and what you want to achieve
• listen: don’t get too ahead of yourself and start throwing your weight around. See what people are talking about. Get a feel for what they’re saying in your sector. Gauge reaction to your company/brand (all accessible through the social media world)
• Look at your current activity and see which areas can be used. Multi-purpose content. A press release posted on a web site can be sent out to the right twitter community in seconds & may encourage traffic and lead generation
• Understand: It’s a communication tool, one that marketing has been craving for some time. How many other tools in your armoury allow you to engage one-to-one with your audience? Which other marketing mechanism lets you collaborate & engage with such ease? But remember conversations are 2-way. Let others speak and make sure you listen to what they say; Good & Bad

To give yourself the best chance of success the following must be implemented:

• Objectives/Goals
• Strategy
• Tactics
• & Analytics

If you don’t plan then the journey is over before it began. We’ve created two methods to ensure there’s the best chance of reaching those objectives. The first is the ‘Tigerfish Inverted Pyramid Decision Process’© which forces you to answer key questions in order to make sure the right parts of the marketing mix are used. This may mean that different strands form part of a strategy; as long as we answer the questions then we will be able to determine which are the correct routes to take.

click image for full size ©Tigerfish ™

The second is the ‘Tigerfish Cascade Principle for Marketing’ which shows the relationships between the different marketing methods. We have created the Cascade Principle© to explain the importance of 4 key components of online marketing in a diagrammatic form. This demonstrates the importance of the initial building blocks and how activity in these key areas can automatically cause a cascade effect to produce an “economy of scale” in the online marketing arena.
The diagram also prioritises the level of effort for content creation from low to high. High effort, towards the base of the cascade is harder to generate and usually requires a formal sign off which dramatically slows the process.

click image for full size ©Tigerfish™

More detail to follow on both and by all means get in touch by posting comments below , or if want to discuss any of the article on twitter or other links on my contact us page above please do.

follow @equalman on twitter or visit his blog http://socialnomics.net/