Massimo enjoys Wine Tasting at iOS bootcamp, photo by Michiel Berger

Sometimes it is important to dig deeper into how things work.  As children we disassemble things or dissect them for better understanding of what we are really dealing with.  Last week I chose to immerse myself in such an experience provided by the Big Nerd Ranch’s Europe campus at Kloster Eberbach.  Okay, so the name speaks for itself, and the class was iOS programming (iPhone/iPad Apps). Having become a true adopter of both devices, my curiosity got the best of me. I re-discovered my inner geek, and renewed my respect for programming, after 15 years of strategy.

You may wonder what this has to do with social strategy.  A lot, is my answer, and here is why.  Social has to do with people, how they communicate, the tools they use, what results from their interaction, and impact from engagement. Quite rapidly the device of choice for communication is becoming the mobile handset.  Executives who were previously computer shy are now carrying around tablets and entering the world of electronic communication that way.  We teach using these devices as tools for sharing, for exploring, for deepening knowledge and for innovating.  It is important to understand what it takes to make these tools effective and how. Understanding the opportunities they present and barriers to entry from both creation and adoption of these tools is critical for strategic usage. Who are we trying to reach, how do they use the tools and what can we expect in the future are all critical questions to ask.

The capabilities of these tools are very exciting. Many things that before were challenges now are simplified and friendly to the computer lover and computer averse alike. Being a teacher at heart I must say the prospect of using devices like the iPad makes me enthusiastic for the future. I had the same feeling back in the mid-90′s when working with the Virtual High School and seeing the opportunity for global collaboration through the Internet. Yet, then we were challenged by access to computers for schools, even in developed countries.

I am very aware of barriers that this evolution creates.  Apps designed as communications whether for customer service, team building or partner engagement, the requirement for entry is access to a smart phone, in most cases.  Like early mainstream social media tools, there is a heavy balance on Apps for their own sake and some task simplifiers (electronic boarding passes, ability to customize pizza and then submit orders,…).  Strategically, buy in of App development requires ROI rationalization for reaching a portion of the audience intended. iPhone, Android or Windows7 use by audience may be sufficient, otherwise they must be prepared to provide alternatives.  

Yes, smart phones are on the rise and futurists talk of $10 iPhones in 2020. But certainly there are still a large population of business professionals using Symbian (Blackberry) devices and professionals and non-professionals alike using “simple” mobiles which are limited to a numeric keyboard. Not to mention the social society issue.  Consider the vast population to whom these smart phone devices are inaccessible due to their cost.   Are we creating a wider gap of the rich get richer and poor get poorer, until they get access too?

Okay, so I will get off my “half empty” soapbox. Are Apps an important element of social strategy? My take is Absolutely when Apps fit strategically with who you are communicating with. They can simplify and add value to your interaction with stakeholders. Caution to note, make sure they are aligned with your vision. As with any social tools, they have enormous potential, and are constantly evolving. Simple, functional and fun Apps can add value when aligned well. For complex functionality, unless new media tools/App creation is your business, let others do the new iterations, license it and don’t recreate the wheel. Apps for smart phones, especially iPhones (okay so that is a personal bias) have an amazingly dynamic future that we have to look forward to. I hope they spread faster than predicted and I look forward to seeing where they go. What is your take?

INFRASTRUCTURE: Johan P Bang, MD Future Position X emphasized that without the continual build out of infrastructure the effectivity of location based tools will remain confined to highly developed areas.  It location based tracking must be integrated into all new projects – from city planning to building construction and telecommunications.  Gigi Wang, Chair Emeritus Stanford/MIT Venture Lab, reminded us to also consider in densely populated cities with high rises, the importance of the Z component to improve indoor tracking and height.

MOVEMENT, from two perspectives (one that we need more of it – off the couch, the other that it is actual movement that is more interesting that static location).  Vishal Gondal, Founder CEO of Indiagames Ltd., emphasized the rise of the Near Field Communications (NFC) and the idea that this should be used more for engaging on-site, ie. voting. This was also “layered” with Ivo Van Barnevald, from Layar on with the augmented reality tools in which you can experience new content in existing reality in 3D with movement, ie. Berlin Wall where it was (developed by Hoppala). Then movement from pay as you drive based insurance, to estimating regional traffic and usage to tracking your family and friends for safety or fun with lociloci.  The ability to capture attention where and when it is relevant in two different presentations resulted in 45% action – unheard of in traditional media. Think about it this way, if you are asked to do something when you are walking by the store, it is more likely to happen than if you are asked to do it when you have already passed it or are on the other side of town – efficiency, least effort, and making a difference.

PRIVACY, always a consideration and the ability to be opt-out when one doesn’t want to be tracked.  Not everyone wants to be tracked, all the time.

ACCESSIBILITY, a favorite topic of mine especially when relating to developing countries accessibility to infrastructure and hardware.  Great to hear about the predictions of availability of smart phones for $10 by 2020 from mobile guru Tomi Ahonen.  This statement was not only confirmed by Alvin Wang Graylin, CEO founder, mInfo inc Shanghai, but also thought to be possible sooner given the innovation happening in China for such devices at low cost.

GAMIFICATION, Paris Butterfield, Secret Lab, advised integrating game mechanics: competitiveness, achievement, status, respect, rewards, and self expression.  He expressed caution to consider the why, not a bolt on.  Therefore define end goal. Start with vision and decide which bits can be gamified.  I appreciated his frankness to a point on badges “Beware of badges, they kind of suck by themselves.”  He stressed recognizing that people want to socialize and that community comes first, then the game.  SERIOUS GAMES, as Noah Falstein, President, the Inspiracy , referred to the application of game mechanics to solve real world problems.  His enthusiasm was infectious from over 30 years in game development and todays merging of many trends (GPS, SG, Sensors, 3D, Social, Mobile) all coming together and the opportunities that creates.  ”Learn from the past, but don’t repeat it” he said.

INTEGRATION, In which one can consider a tool like Word Lens in which the augmented reality tools combined with location based technologies, OCR and translation can open interaction with new markets where language creates a large barrier to entry.  Listening to Alvin and his great synopsis on the market in China, these tools certainly stand out as critical steps.  The greater comfort level we can create in integrating these tools in a value added non-distruptive way, the more effective and connected we can be.

VISION: I mentioned this point earlier but must come back to it.  The importance of vision and having a reason for integrating these tools is undeniable.  Social impact is possible and the world can be a better place if we can reach the people that need our help, connect to people to share experiences, interact with the world (both in augmented reality and the world), and share knowledge: where and when they are needed (context and relevance).

MAGIC: All of this may have seemed like smoke and mirrors not so long ago.  But as Orvar Säfström said so well, “Digital dreams of today are the realistic goals of tomorrow”.

So enough of metaphorically speaking, as there is much to be said there, but may risk being “fluffy.”  After a nice off-line break in which I had the opportunity to catch up on much overdue reading and sleep, I found myself excited for many things in 2011.  This is what I wish to share with you.  You can call them predictions, you can call them wishes, you can call them dreams.  I will do whatever I can in my power to help them come to fruition.

The MERGING of TECHNOLOGIES  and PEOPLE is finally being realized.  What I mean by this is simply, six years ago user-experience was focused on the graphic interface as the extent of understanding the human component of the Internet.  In the last few month, I finally get the impression (outside of the social strategy community) that comprehension is settling in as to the “user” as a person with a life, networks, communities, career, opinions, ideas, knowledge, passions and opinions.  Therefore understanding all the touch points: the tools, products, networks, places, products, and people that this person interacts with will create enormous mutual benefit in the “user-experience”.

The population is more MOBILE and the tools must accommodate that. Tools like the iPad give us the gift of an entire library, entertainment and communication at our hands on the go, and the ability to share it, manipulate it and more.  It is not just about consumption of content, it is about the creation, the interaction, the sharing, the discovery and the learning.  And yet, with connectivity still limited in many areas of the world, and certainly in most cases en-route, we must have ways to still interact with our content and others when off-line. Hybrid solutions are on the rise and will continue to grow (download to host locally, update when return to connectivity).  We will see this with everything from games to magazines to more.  Integration or aggregation of tools will improve as well as the filtering so the necessity to hop from app to app will diminish.

LEADERSHIP in the new SOCIAL paradigm will continue to evolve to develop new authentic leaders and draw from the existing leadership who dares to change.  Management programs will require a human development component that produces leaders that can compete and succeed in the new paradigm, while growing their businesses and their industries.  We are not talking soft leadership, we are talking inspiring and engaging leadership that is done with authenticity.  No more hiding in the corner office.

STRATEGY will be approached with new eyes, understanding where efficiencies can be gained and goals can be achieved by utilizing the greatest resources: PEOPLE, knowledge and passion.  Creating the value added in social comes from putting a purpose behind it.  Whether I am working with social strategy for a global furniture company, a CRM software company, or cable provider, the value added in people and their engagement and how to influence it and LEARN from it is at the core.

Very important and not to be forgotten, as I have learned in my time off, we will re-learn the power of “PLAY.”  Through games and play we are learning how to engage, interact, and most importantly smile and react.  It is a beautiful thing, that took some time off and a tenacious 9 year old son to teach me.  I am learning to walk the talk, as I teach interactively and interactivity through games and such. It is about time to learn through playing myself and enjoy the process.  This is why I am determined to have a game component in the second release of “the Art of Social Strategy”.  Who ever said learning can’t be fun and add value?  Happy 2011!

Not so easy at it looks

Feeling the weary road warrior (and I know I am far from the worst), I try to seek perspective from that which I experience. In the last couple of months it has been everything from Silicon Valley and the network of industry specialists in social commerce to Kosovo and discussions on social enterprises and change agents to family gatherings in New England, to workshops for leaders in US cable, to local (Malmö, Sweden) discussions on entrepreneurship and social leadership to Abu Dhabi to discover opportunities for knowledge sharing and advising on how social strategy can be used.  My head is spinning, my heart is full and my body is worn out from flying cheap seats and changing time zones.  But the real result is that I feel more inspired to continue my work and the importance on teaching social strategy.

These activities, when laid out as I just have, may seem incongruous.  In actuality they have a great deal to do with each other, especially when put in the global social context.  When we look at social from the perspective of people, community, interaction, welfare, humanity, and engagement, they have everything to do with each other.  I often use these definitions when teaching to provide context to my integrated approach. Perhaps it will help here.

After all, just like we as individuals do not have one role in life, social being related to people, does not either.  Ultimately learning how to be more social and more effective socially empowers leaders and change agents in organizations, in communities, in corporations, in families.  The greatest pleasure in my work is providing the clarity for those in leadership who have lost their ability to effectively be social in their efforts to succeed, for themselves and their organizations. Cultural change and being open to new ideas and sharing can be both exciting and frightening.  Having a clear understanding of what we hope to accomplish, a strategy, is critical.  Understanding our capacity to give and receive are essential first steps and can only be accomplished effectively if we take the time to learn about ourselves, our organizations and our true social capacity.  Who are our champions, both inside and out? What are the limitations? Where are the opportunities?  Take the opportunity to do an internal check first before assuming the barriers or opportunities lay on the outside.

Several observations stand out for me in the last couple of months that provide clarity and perspective.

• In Silicon Valley among the social commerce professionals it was the excitement and passion for the possibilities, the perspective that “when” things happen, not “if”.  Outside that community was surprisingly still the sense of superiority and the expectation that things will get back to “the way they were” without accepting that perhaps “the way they were” was not a sustainable reality.
• In Kosovo listening to the stories of successful business owners who “arose from the ashes” knowing that as long as they had their own two hands, they could provide and make a difference, I was humbled.
• In New England, I was thankful to be surrounded by my own community and strengthened by the importance of understanding my own story and network roots.  A shared moment with a Livingston Taylor, a very talented American musician, lead to discovery of the beauty of following the beat instead of getting caught up in the instrument.  I felt this was a beautiful analogy of social and the emphasis on engagement and impact rather than the tools.
• My leaders workshop was an opportunity to engage and help others to do the same and learn how to put that in a leadership context.  Their smiles were my reward. My being brought there was a direct result of being present and updated in my own online social presence, as I was contacted by a classmate whom I had not seen in over 20 years, via LinkedIn.
• Back in Malmö, I sat at a table of amazing individuals who each came into my life through different paths; some personal, some professional. I marveled at the uniqueness of each, what they had to offer, and what I had offered them in the connectedness of that moment, and going forward with their businesses.  We shared a passion for Amarossa Bella wines (not to be missed), for doing something for the greater good, for learning from each other, and for “being” in that moment.  What a gift.
• In Abu Dhabi the meetings were inspiring in the interest and willingness to create new channels for collaboration and sharing of best practice MUTUALLY to provide new opportunities going forward.  I was honored to be able to add value and share my knowledge.  Not to mention, I tested my flexibility; culturally and literally.

I realized through all this that my focus on writing the book has kept me from writing my blog, which of course is not good.  I will try to be better in the future at finding balance in the two.  I look forward to hearing your stories of where social opportunities have enriched your life, your business and your community.

In cross-cultural communications that is a constant challenge but also a gift. For in this instance, it is assumed that we are coming from two different perspectives. This provides an opportunity to question the meaning of something misunderstood, without offense. In fact it is a learning opportunity that can deepen a relationship by showing curiosity and willingness to learn. We need to take these opportunities even when they are not so obvious.  Our sub-cultures and stories can have as much or greater impact on how we send and receive communications.

In content of social tools, it is all too easy to respond shortly with anything from abbreviations to sharing links not followed thoroughly.  ”LOL” is one of my favorite examples, as one must decipher the meaning from “laugh out loud” or “lots of love” or perhaps others.  Depending on your receiver and the context, it could be misinterpreted.  Often it is more complex and we do not take the time to decipher, and thereby lose both the message and occasionally discount the messenger.  Ask for clarification. Think before your react.  Use the 30 second rule to pause for reflection first.  Find your own clarity in the process.

EFFICIENT: improves and increases knowledge sharing, decrease development cycles, decrease unnecessary meetings, connects relevant information to where it is needed, identifies advocates inside and outside of the organization and learns from them.

SUSTAINABLE: Relationship development based on shared interest creates mutual commitment (higher employee / customer / partner retention, greater willingness to provide feedback, trust)

ACCESSIBLE: Information access based on Internet connection (global reach with minimum barriers to entry) increasingly from mobile

QUALITY: Improved quality capability due to direct customer and partner feedback. Opportunity to develop new products/services based on changing customers needs more efficiently.

RESPONSIBLE: Greater demands on transparency provide opportunities to highlight CSR, Social and Sustainability efforts and values and to engage stakeholders.

Previously published on former blog Social Optimisation.

Last night as I did a workshop on the Art of Social Strategy, I was reminded why I was here. When we spend all of our time preaching to the choir and talking to others in our field we get myopic. Teaching a mixed group of professionals with non-technical backgrounds the value and ROI of effective social strategy is very rewarding. Enabling them personally and professional to achieve social optimization through strategic planning and actions is inspiring. Learning from other cultures and professions provides a rich patchwork of stories and cases that validate the Art of Social Strategy principles. (Not the mention the quality of life in Southern Sweden is pretty darn great.)

So thanks to all of you that help remind me of my purpose, whether it be in Sweden, in China, in Ethiopia (even in American) by challenging me to provide clarity in the ROI of Social Strategy.

Being a practitioner rather that a researcher of social entrepreneurship I spoke of my journey.  This had much to do with the importance of finding a balance to contribute to society but in a sustainable way both personally and professionally.  I learned the hard way in the early days of 2BalanceU.  Even if the vision and mission have good intentions, without generating enough revenue to support it, it is not sustainable and will impact your family and self.  Relying on subsidies was not an option, and if the revenue model is good, should not be required. If the business plan is good, start up costs can be covered by loans or, in some cases, subsidies.

You need to have a clear plan, a strategy and to understand what the market needs and what it is willing/able to pay.  The social works of my business are subsidized by the clients that work for the market rate.  The more I work with corporate clients, the more I can offer in capacity building workshops for women entrepreneurs in developing markets.  They provide me perspective, and I share my knowledge and methodology for harnessing social tools to reach the global marketplace.  It is a win-win of social optimization.

For me, relying on subsidies was not an option, and learned if the revenue model is good, should not be required. If the model and business plan is good, start up costs can be covered by loans or, in some cases, subsidies.  Therefore my presentation emphasis was on the importance of utilizing capacity building, having a plan, understanding the market and what provides a sustainable value-add (not just a feel good factor), and of course, what social tools are available to make the plan come into fruition.

Here is my presentation (can be viewed on SlideShare.net):

I took a few pictures, but quite frankly they were from my phone and not great. Torunn of epla.no took some wonderful pictures, that you can see on her blog.  Lovely to meet the Norwegians there, Torunn, Siw and Gry, keep up the great work and passion with which you do it.  Many thanks to Aferadita founder/director of RTV21 for hosting the event.  You are a phoenix rising from the ashes and an inspiration to all.

A few take aways from the event:

• Do not wait for the occassion. Investing in ourselves is the greatest wealth, it will expand in developing trust in this environment.
• Networking is a TWO way conversation, what you invest you will get in return
  Social entrepreneurship, do not forget opportunities to contribute
• Don’t forget to be beautiful!
• Strive for something study and learn, persevere, give back, learn from
  customers to personalize relationship. Become part of the solution not
  the problem.
• Always ready to start from scratch, As long as I have my hands I can provide
• Lost project is not a failure, but a postponed success
• You must never forget where you are coming from
• Produce products/services adapted to market in which you sell

and so much more.  Thank you all for your inspiration and sharing your stories.  I wish you all the very best of luck with your future endeavors!

It is exciting to see the growing awareness for whatever we want to call it. The Social CEO, Open Leadership, Authentic leadership all lead to a similar conclusion. Leadership is built on trust, vision and authenticity. Recognizing the value added in making this commitment is the first step. The social tools that we have access today provide us the opportunity for leaders’ and organizations’ messages to resonate. Social Leaders and Organizations stand out and are the leaders of the future.