creatorbase

'Running the Gauntlet' will awaken your creators for positive change and growth

This is a change agent toolbox for your C-suite. Jeffrey Hayzlett’s new book Running the Gauntlet, with interactive tools including social media and video guides, is clever and exactly what business, marketing and technology leaders need to invigorate their 2012 initiatives and cross-functional teams.

No doubt, Jeffrey is a force of nature after many years of either running his own gauntlets or leading teams in senior executive roles for companies like Kodak. At 6'3, 270 pounds, a big voice and John Wayne like persona -- Jeffrey is an engaging leader determined to help companies and the economy grow, regardless of perceived or real obstacles and threats.

The new book has 33 chapters and reads like conversational blog posts, each starting with a Tweet-like headline and SnapTag to launch a brief video guide from any web-enabled device.

For example, Chapter 28 discusses how customers have always had the upper hand but companies should now engage customers with social media and the web to create opportunities and minimize risks. The SnapTag in the upper left corner on page 163 enabled me to scan the brand/round tag image in seconds with my iPhone, launch a video and interact with Jeffrey and the community about the topic. 

Chapter 29 continues with the customer theme by getting into advisory board and executive relationship building programs. Yes, I completely agree with this sort of commitment and thinking around customer engagement and collaboration, and will work these ideas into Ektron's 2012 strategy. 

Throughout the book and digital content, there are references to Kodak and other companies and leaders that appear to follow some chronological order but also help to create a storyline that provides credibility for all ideas and recommendations. This makes Running the Gauntlet (RTG) real and certainly more actionable. 

Full disclosure, I received an advance RTG copy from Jeffrey to help prepare for our Web Innovation Now video and this blog. But seriously, I couldn't put the book down since last week and stayed in most of New Year's weekend to read it and watch SnapTag video clips. No, I'm not boring but it is the season for gauntlet teaming.

Change is never easy but it is inevitable. I recommend Running the Gauntlet and Jeffrey Hayzlett. Do yourself a favor, take change by the reins and go! 

 

12 tips from 2011

Another year has come to a close but the story continues with more scenes. Thanks to hundreds of industry colleagues, friends and family members. They made it an extraordinary year!

For this post, I looked back at key people, experiences and ideas that were influential in 2011. I can’t mention everyone due to space but know they are appreciated. And I won’t get into global issues or big predictions because many other experts are covering those topics. But I came up with 12 tips that I think will help you or someone you know in 2012.

Customer experience management contributors

The first half of my 2011 was dedicated to Sitecore as a former VP in Mill Valley, California; it was a meaningful time. Since both Ektron and my previous employer have many things in common like .Net, web content management (WCM) software, cloud deployment options with the Windows Azure Platform, implementation partners and support for customer experience management (CXM) strategies and results -- it’s appropriate to mention them in this post.

Tip #1: There are good reasons to consider a number of WCM solution providers with similar value propositions. I believe Ektron provides the best CXM enablement strategy for customers and their partners with legacy and new technologies, needs and relationships. Think integration for CXM results in 2012+ as discussed with Stephen Powers of Forrester Research, Inc.

 

Brian Solis, Gary Vaynerchuk, Josh Bernoff, Rachel Happe and Seth Godin

I read analysts, authors and bloggers in our space daily, especially those who cover community, social media and strategic marketing topics. There are many experts out there but Brian, Gary, Josh, Rachel and Seth were influential in my professional decisions and business strategies in 2011. Gary’s Thank You Economy book is less about how to tweet and more about cultural shifts needed to humanize business. Brian’s new book, The End of Business as Usual, is packed with research, ideas and insights from the field. Josh Bernoff’s Empowered book is a reminder of the power of others and how to support them for your cause. Rachel and the Community Roundtable are a great resource when thinking about community strategy and tactics. And Seth, with his quirky advice and books, is always a good source of nuggets.

Tip #2: Find passionate, talented people who research and cover your professional space and tune into what they say. Support them and your success by deeply understanding and sharing their point of view.

 

Nate Elliott and Rajiv Parikh

Last April I attended Forrester’s Marketing Forum in San Francisco and connected with Nate Elliott, vice president and principal analyst at Forrester, regarding his ‘Interactive Brand Ecosystem’ research. Nate’s point of view is relevant for anyone concerned with optimizing website, social media, mobile, email, search and traditional media channels for our real-time, interactive environment. The research also aligns with owned, earned and paid media thinking that is foundational in all of my planning and execution at Ektron. Rajiv Parikh, CEO of Position2 in Palo Alto and the mastermind behind Brand Monitor -- a tool/service I used extensively in 2011 -- was key for monitoring social channels and making business and communication decisions with real-time media analytics.

Tip #3: You have an interactive brand ecosystem that is growing in terms of size, real-time intelligence and importance to your organization. Your website is in the center of this activity and other channels are critical to integrate, staff and support; shift more resources from traditional to interactive channels.

 

Chef Nona, Dan Oliver and Steve Jobs

2011 was an ongoing reminder of how life should be lived -- doing what you love, doing it well and rising to the occasion when an opportunity presents itself. While attending the Gartner Portals, Content and Collaboration Summit in Los Angles last March, I talked with Chef Nona about her success strategy as the winner of Hell’s Kitchen season 8. Two months later, I connected with Dan Oliver -- a former CBS TV colleague earlier in my career -- and we talked about his ‘Beer Guy’ niche that has turned into a thriving business and source of enjoyment. And then there is Mr. Jobs. His life’s work at Apple, along with dedicated staff that supported his vision, should be an inspiration for us all whether you’re an Apple fan or not.

Tip #4: Life is short with many twists and turns. Always be true to yourself and others, and do what you love no matter what!

 

John Phillips and team

I met John in 2010 when our work and play interests came together. Men’s professional tennis was the intersection but ultimately it was John’s attitude, digital vision and work ethic that drew me in to help him and his team. When my work situation changed in May, John was the first person I called to update given some prior commitments and our collaborative relationship. Even in the midst of change, the 125^th Wimbledon Championships -- an experience of a lifetime -- soon became a reality after many years of wanting to attend. And there were many pleasant surprises while in London. John and the ATP’s generosity will never be forgotten.

Tip #5: Look out for the success of others first, based on shared interests, and you’ll be surprised at how others look out for you.

 

Aaron Kahlow, Pookie Martin and Erik Thompson

I’ve been a fan of ABC Shark Tank for the past two years and thought about auditioning for just as long. So when I had some free time on my hands and thinking about what to do next, I chose two simultaneous career tracks: 1) focus on the job search and 2) audition for ABC Shark Tank in Dallas with a web solution and patent. At different stages of my ABC Shark Tank process, I received help from three key people that shared one thing in common. They are entrepreneurs and support other entrepreneurs. I know Aaron from prior Online Marketing Summit work and Pookie has helped me with writing projects over the years. I met Erik in Dallas (he was #1 in the audition line) and we teamed up on the fly. I can’t share where things ended up with Shark Tank just yet but rest assured the experience will resurface in 2012. The new season starts on Friday, January 20^th.

Tip #6: Technology entrepreneurs (also creators) are critical to our economic growth and social prosperity for years to come. Seek them out, collaborate with and invest in them in 2012.

 

Greg Hembrough and team

I drive a Volvo sedan and think it’s a good car and owner experience. Volvo’s safety record and contemporary design got me to the local dealership a few years ago. But I’m impressed with the Volvo experience on the road, in the service department and online. I was asked by Greg Hembrough's team in July to test drive the new S60 R-Design in Napa as part of a national campaign to promote the R-Design. The test drive experience (digital and in-person) was impressive and I blogged about it with no financial gain for doing so. The blog video has already exceeded 3,000 views and generated comments from other drivers and Volvo fans.

Tip #7: Companies with good products and services should invest in ‘experiential marketing’ strategies (digital and in-person) to differentiate themselves, retain happy customers and create influential word of mouth. Orchestration across channels and functions are key. 

 

Ken Fadner, Hope Frank and Steve Latham

July was a back-to-reality-month after Wimbledon and the ABC Shark Tank audition, and what better way than with MediaPost’s OMMA Metrics event in San Francisco. MediaPost events, led by Ken Fadner, always deliver and I walked away knowing more about the value of analytics and how to become a more intelligent marketer; even in our ‘Splinternet’ environment. The good news is analytics and reporting are getting easier with products and services from companies like Webtrends, Encore Media Metrics, PR Newswire and Position2. I connected with Hope Frank of Webtrends and her colleague, Eric Rickson and interviewed Steve Latham of Encore. It was an eye-opening event.

Tip #8: Regardless of a marketer’s role or seniority -- analytics is a muscle to develop in order to influence budgets, strategic decisions and higher paying roles. Dive in with vigor.

 

Tom Wentworth and Bill Rogers

While at the 125^th Wimbledon Championships, Tom (Ektron’s CMO) tweeted about my experience on June 20th. Although we were familiar with each other’s work in the industry, this was the first time Tom and I communicated via social media or any other method. We exchanged direct messages while I was in London and the conversation continued with direct messages and email for two months before interviewing via WebEx with Tom, Bill (Ektron’s CEO) and other members of the team in August. An offer was made and accepted and we all connected in Portland on September 11^th for partner meetings. My role was announced at MediaPost’s OMMA Global NY on September 26^th. Enthusiasm for Ektron and our Global Community Practice (GCP) strategy goes beyond social media and securing a good job. I really like what we’re doing as a company to support customer experience management with WCM and many technology partners. And what we’re doing is touched on in this recent ZDNet article and webinar with Tom on connecting content to revenue.

Tip #9: Don’t underestimate the power and ROI of social media reach, engagement and earned media. Back up all community/social media efforts with response, relevant content and value for your target audience.

 

Salim Hemdani, Carol Rozwell, Anthony Bradley and Mark McDonald

Now into October, a few new encounters got me thinking about how all organizations find themselves needing to continuously innovate – especially with the Internet/web – to remain appealing to digital consumers and competitive in their markets. Salim Hemdani of Razorfish presented at a Developer Meetup in San Francisco and we talked about his point of view. Next, Gartner Symposium/ITXpo in Orlando; I attended two sessions about the ‘Social Organization’ with Carol Rozwell, Anthony Bradley and Mark McDonald. Armed with fresh thoughts and prior experience, I gave a webinar entitled, ‘Your Social Organization: Do You Have a Meaningful Plan for 2012?

Tip #10: Continuous innovation with the Internet/web is the new norm. Organizations that apply a collaborative or social approach with purpose are more likely to succeed. This applies to marketing as well as product management, customer service and financial performance.

 

Many Synergy and Gilbane contributors

Winding down the year with two significant events, Ektron’s Synergy Conference and Gilbane Boston. On one hand, Synergy was the collection of all things Ektron and key partners for a sold-out audience in Las Vegas including customers, partners and special guests. Keynotes, workshops, multiple tracks, networking, entertainment and a lot of useful content for 2012 -- most of it now available online via PPTs and recorded webinars. On the other hand, Gilbane Boston provided the same sort of event benefits as Synergy but with a cross-section of industry experts, vendors and practitioners. Topics like big data, CXM, content marketing, social analytics, multichannel integration, user centered design, collaboration, etc. Too much to summarize here in this post but certainly influential, and I recommend visiting Ektron’s YouTube channel, Synergy and Gilbane sites for useful content. Special thanks to Nicole Denil, Jeffrey Frey, Mustafa Muhsin, Tony White, Julio Zaldivar, Sarah Skerik, Jeff Cram, Stephen Powers, Scott Liewehr, Joe Pulizzi and Robert Rose. You can also access related PPTs via Ektron's SlideShare.

Tip #11: If you’re in a content management, digital marketing, web development or strategy role, you’re fortunate with many opportunities and challenges to keep you busy in 2012. Tap expertise in the community, like from people mentioned in this post, to help you achieve your goals.

 

Jeffrey Hayzlett

If you don’t know who Jeffrey is as a former Kodak CMO, his appearances on Celebrity Apprentice with Donald Trump, his best-selling book ‘The Mirror Test’ or his active Twitter and Facebook presence -- now’s a good time to get acquainted. Jeffrey and I met last May when we talked about his first book and ABC Shark Tank. I’ve been actively staying in touch since and we connected last week in San Francisco to talk about his new book called, ‘Running the Gauntlet.’ I’ve read it and like the content from a change agent perspective (we should all be change agents) and I also admire his use of interactive tools to help make his thought leadership come alive and useful for any business, marketing or technology leader. Disclosure, Kodak is an Ektron customer.

Tip #12: Watch our ‘Web Innovation Now’ conversation on video, share with others and help your team successfully run the gauntlet in 2012. Watch for more posts focused on RTG.

 

It’s a wrap!

That was a long post but there’s much to summarize from a busy year. For real-time updates and actionable details, follow us on Twitter (Ektron and creatorbase). Connect with me via LinkedIn if you are an Ektron customer, partner, developer, or industry leader and you’re interested in learning more about Ektron’s Global Community Practice initiatives.

Last but not least, the Ektron team and I are determined to help you be more successful in 2012. We’ve made recent investments and we’re excited about a number of programs that will be released soon. Cheers to you and your team’s success in the next scene!

 

Put people back to work and in new roles in 2012

Earlier this month while at Gilbane Boston 2011 with Ektron, I met up with Joe Pulizzi from the Content Marketing Institute. We talked about how companies that are community and revenue-growth oriented can put people back to work or in new roles in 2012. And these people can work from anywhere via the web.

The idea and requirements are simple. If people can create content, shape a storyline and have basic writing skills -- they are prime candidates to contribute to any organization's content marketing strategy. The keys are to redefine roles and collaborate with people who can craft meaningful, multimedia stories regardless of where they live/work.

Watch and share the video above including tips and a presentation to help you get started. On a related note, Joe Pulizzi and Robert Rose co-wrote a new book called, Managing Content Marketing. I'm reading my copy and will apply best practices in the book for Ektron and creatorbase communities in 2012.  

New on-demand webinar for your 2012 community and social media initiatives

Updated Nov. 4th: Here's an on-demand webinar that will help corporate communications, digital marketing and web content management leaders and executive sponsors. The content is based on thoughts and research from my Ektron role and relationships, recent Gartner Symposium/ITxpo and Forrester Marketing Forum conferences, books and research from Carol Rozwell, Jim Storer, Brian Solis, Mark McDonald, Anthony Bradley, Jeffrey Hayzlett and more. Last but not least -- hands-on community/social media innovation and execution during the past 10 years provided some guidance for this discussion. 

If you support product, marketing and customer success initiatives for any size organization, you're probably involved in social media and community engagement. But do you have a meaningful social plan for 2012? Is there agreement and momentum across functions as to what is meaningful for your customers, partners and organization?

Register for this on-demand webinar that was recorded on Thursday, November 3, 2011. We used the #EktronGCP hashtag to discuss and will watch for your thoughts/quesions via this tag. I shared expertise, insights and recommendations from a wide variety of sources  to help make this webinar meaningful for your 2012 initiatives and goals.

 

Jeffrey Hayzlett on ABC Shark Tank success and Reality TV social media trends

Jeffrey Hayzlett, best-selling author of The Mirror Test and "Celebrity CMO" from his appearances on The Celebrity Apprentice with Donald Trump, was in the San Francisco Bay Area last week so we decided to connect at the Four Seasons in Palo Alto to talk about communication changes, the future of marketing with the Web, and ABC Shark Tank. 

We're both fans of the ABC Shark Tank format and entrepreneurialism -- a powerful combination that attracted more than 4.5 million Shark Tank viewers in an April 2011 episode. ABC renewed Shark Tank this month for a third season and it looks like Mark Cuban will be back by popular demand.

What's behind the success of a number of Mark Burnett Reality TV shows like The Celebrity Apprentice, Shark Tank and The Voice? Storytelling is key -- including real human drama that resonates with us -- and social media is providing a new, low-cost way for cast members and viewing audiences to engage and share timely information on the Web prior to, during and after episodes air. 

Daymond John from ABC Shark Tank and Ivanka Trump from Celebrity Apprentice are quite good at using social media to interact with and grow fan communities, using a number of tools like network websites, blogs, Twitter and Facebook. Personal insights, behind-the-scenes photos and show highlights on video are media assets that are easy to create and help make show talent and participants more accessible, interesting and influential.

Jeffrey is working on some new TV projects so follow him on Twitter to stay tuned on when his 'eye candy' will air :).  Want to connect on Facebook? Join us by liking this page.

 

A conversation with Gary Vaynerchuk about humanizing business

It was a pleasure sitting in on Gary Vaynerchuk's recent book tour stop at Books Inc. in San Francisco after participating in meaningful (and similar) conversations earlier in the day at the Forrester Marketing Forum. The @TYEbook crowd was charged up, Gary’s advice was to the point and witty, and wine was flowing from The Winery SF.

Gary and I discussed what CMOs and heads of marketing should do with The Thank You Economy thinking; sooner rather than later. Tune into and share the video above and check out the complete post on my Sitecore Community blog.

Want to connect on Facebook? Join us by liking this page.

Change agent, Jeffrey Hayzlett, talks about the importance of community

Jeffrey Hayzlett, former CMO of Kodak, talks with Susan Solovic (It's Your Biz) about his new book The Mirror Test, lessons from more than 4 years as Kodak's chief listening officer, and how social media and the Web are key for businesses to create and sustain community. Some context... he's also a prior guest on Donald Trump's, The Celebrity Apprentice.

You may ask, "why is community important?" Tune into this brief video interview to hear Jeffrey's point of view; simple but powerful ideas for any business and marketer. Follow @JeffreyHayzlett on Twitter and beyond to learn more about what he's up to since leaving Kodak to start his own consulting practice. 

Linchpin looks back to move forward

Sometimes, extraordinary things simply come together. But not without creativity, insight from others and the past (i.e. industrial revolution), commitment and much work along the way. 

Looking back and reflecting on a flight from Captiva to San Francisco in April 2010, those ~6 hours of reading Seth Godin's Linchpin -- and some invaluable time to really think -- had a significant impact on me and what's to come moving forward. It's a timely book for entrepreneurs, business teams, senior executives, families, college students, community groups, etc. This book is for anyone focused on creating value with the web.

Instead of posting a long point of view here, I included links below to some other readers' reviews. And if you're feeling tired or are short on time right now, The Linchpin Manifesto will provide some inspiration. Click, print and post on your wall if you want a reminder of Linchpin beliefs and actions:

Intrigued? These posts provide a glimpse of what the book covers and how others perceive the value:

• Drea Knufken - Boulder, CO: Are you indispensable?
• Squidoo community: Linchpin - Your reviews
• Joe Woolworth - Morrisville, NC: Linchpin by Seth Godin Seeks a New Revolution

If you read Linchpin and have a life-changing experience, please share your thoughts here or on one of the friendly sites above. Yes, now is the time.

Are you really open for business?

Collaborating, loosening the reins on creative control, sharing information, crowdsourcing, automatically extending trust, being exposed to more risks (not necessarily real), and engaging with authentic communications are all indications of openness in business. As your customers, employees and community members in general become more adept at using social and other related technologies (i.e. mobile), they will push you and your business to be even more open. Guaranteed.

Charlene Li, founding partner of Altimeter Group and co-author of Groundswell, recently released her new book, Open Leadership. I was very fortunate to be able to participate in the early stages of her book's development and review, and think it's a must read for anyone who values and understands the currency of relationships in business. Further, if you believe social technologies are changing how we do business then you'll find Open Leadership is a great resource and business-case builder. Here's a quick preview about why Charlene wrote the book and what's in store:

There are many tools and take-aways in the book and online via the open-leadership community. For example, Charlene discusses how all open-driven objectives create common benefits, in that they:

• Remove friction: removing barriers in business, and providing more access to information and people, lowers the cost of decision making

• Scale efforts: a culture of sharing means things spread faster and wider

• Enable fast response: the real-time nature of social technologies means you can respond quickly to needs and opportunities

• Gain commitment: businesses that win the hearts and minds of stakeholders gain business and competitive advantages

For me, this book fits like a glove because I tend to be an open person and prefer to work with other open leaders and practitioners. Close to home, I doubt that I would have landed a dream job this month if both employer and new employee did not share a passion for innovation and openness. 

Try moving out of your comfort zone to reap the rewards of really being open for business.

Cultivate creativity and acknowledge multiple types of intelligence

Why don't we get the best out of people? Sir Ken Robinson argues that it's because we've been educated to become good workers, rather than creative thinkers. Students with restless minds and bodies -- far from being cultivated for their energy and curiosity -- are ignored or even stigmatized, with terrible consequences. "We are educating people out of their creativity," Robinson says. It's a message with deep resonance. 

A visionary cultural leader, Sir Ken led the British government's 1998 advisory committee on creative and cultural education, a massive inquiry into the significance of creativity in the educational system and the economy, and was knighted in 2003 for his achievements. His latest book, The Element: How Finding Your Passion Changes Everything, a deep look at human creativity and education, was published in January 2009.

In this poignant, humorous follow-up to his fabled 2006 Ted Talk, Sir Ken Robinson makes the case for a radical shift from standardized schools to personalized learning -- creating conditions where kids' natural talents can flourish; this video clip is just under 17 minutes and worth the time to watch and share:

What do you think about this topic?