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Chicago and social media speaker

The conversations I keep having with presidents of organizations around social networking go something like this:

“Hi Melissa. We’ve called you in because we are finding that we just are not getting the same results from our marketing initiatives that we used to get.”

I respond, “Yes. I am hearing that from a lot of company heads. What do you think is happening?”

“Well, I think that people just aren’t reading the magazines, newspapers or other publications like they used to; I think, instead they are searching online. for services like ours”

I respond, “It could be. But what other evidence do you have that they have shifted their attention to online search?”

“Because there isn’t a week that goes by that I am sent some kind of email from someone I have met somewhere that mentions things about me like ‘I know you are an avid golfer.’ or ‘In that talk you gave at The Executive Club you shared some great insights on new product devleopment.’ or ‘Congratulations on that 10K race you ran.’ They are getting this information from online sites. There is no question. People are searching online for me and our organization.”

So now that these companies are “awake in the network” what can we do to make social networking more successful? Simply, focus on mutually beneficial opportunities versus the “what’s in it for you” mindset. What would this look like? Taking the time to really get to know what unique problems your prospects and clients are experiencing. From the conversation above, I know that my prospects and clients want to know what to do to keep up or even ahead of the curve around social networking. My goal is to not just push my services but to provide solutions that address their current needs. One quick example would be the upcoming presentation I am making to heads of pubic relations for about 45 top colleges. I spent the last weekend analyzing each school’s website to see who was on Twitter, LinkedIn and Facebook. I then went through each participant’s LinkedIn profile to see how developed each was or was not. I did searches on Google on each school to see what they were doing outside of their main site. I was looking for a good snapshot of the quantity and quality of their social media activites.

Now I have a much better understanding of the gaps they have created and are in need of being filled with suggestions I can offer and by doing so, ad great value. The process is the same for you and your industry. What else can you offer here? What gaps are you seeing in your industry? What solutions do you have to offer that others would benefit from receiving?

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Like many successful efforts, the genesis of the Chicago Innovation Center was an improbable series of chance encounters, unlikely events, and the coming together of a diborderscafesparate group of individuals who barely knew each other – if at all – but had certainly never worked together on anything like this before.  And there was a long period of time when it surely looked like the Center would never become a reality; but this only provided the founders with an even greater level of resolve to beat the odds and manifest their deeply held and shared vision for the future.

We each selected and self-dispensed our preferred caffeinated concoctions at the Einstein Espresso bar.  By popular demand, Innovation Center members had a generous number of free beverages included in their annual membership dues.  Coffees of various kinds, in particular, seemed to be especially popular with the innovator set, and they had created a whole menu of selections named after famous business and technology innovators:  Job’s Java Jolt, Moore’s Macchiato Melt, Edison’s Electrifying Ethiopian and Wozniak’s Wicked White Mocha, among others.  Melissa took a hit from her Bezos’ Brazilian Brew while I savored a sip from my Da Vinci’s Daily Double.

I mused aloud about Melissa’s choice of beverage.  “Ironic, isn’t it, how Jeff Bezos is partly responsible for our being here – in a backhanded sort of way.”

Melissa smiled, and said, “Absolutely – as the founder of Amazon.com, his singular innovation – online book sales – really accelerated the decline of the retail bookstore.  They just couldn’t compete on price – and most of them couldn’t figure out how to turn their brick-and-mortar buildings into a competitive asset, rather than a liability.  But surely if he hadn’t commercialized selling books on the Internet, someone else would have.”

amazon-jeff-bezos“True,” I answered.  “But he got there first with the right combination of customer features.  He might not have invented the concept of online retailing, but he put all the right pieces together.  We might not have invented the concept of the innovation center, but we’ve managed to pull together the right combination of location, people, capabilities and services to launch the most successful innovation center of its kind in the country – maybe the world.”

“Well…” she began, “Before you give us too much credit, don’t forget the amazing inputs, ideas and suggestions we got from the tens of thousands of people who read our blog.  We wouldn’t be here today without them.  And hundreds of those readers are now members – and are still the main source of our new ideas.”

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Chicago: 2016 Olympic Bid and the Networlding Innovation Center

April 6, 2009

Whereas Borders and other retail stores are dying a sudden death in this recession, this is the optimum time to bring in a new model for retail–a space where “high touch connects with high tech.” We’re trying to win the 2016 Olympic bid here in town and I can’t think of a better way than to [...]

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