Socially Speaking

Used to be that ‘Differentiate or Die’ was the survival catch phrase for organizations in just about any industry. Seems now, the word of the day is one that we like very much: interactive. Don’t believe us? Ask around:

“We can have the coolest content or technology, but changing human behavior is hard,” said Mitch Feinman, senior VP at Fox Mobile Entertainment. “But if you give people a reason to participate, they will.”

Eric Bader, senior VP of MediaVest Worldwide had this to say:

“Too much of what we’re seeing is for branding and awareness — it’s the easy model to graft onto digital,” he said. “But what we’re looking for from digital media is levels of interaction.”

“For us, it’s a lot less about finding ways to use mobile but the ubiquity of the phone to allow you to participate in a campaign,” Bader said. “That it’s interactive is more compelling to us.”

And, (fairly new) CBS Interactive president Quincy Smith:

“The real opportunity for media, in this day and age, is ostensibly the interactive platform, not just online, but mobile and gaming. Basically, promise a way for content companies to get closer than ever to their audience, to build community around their audience, to learn from their audience so they can put out better professional content.”

For months we’ve been preaching this: if we’re in the world of two-way (or social) media, then why are so many platforms still linear? Let people participate. And by that we mean more than commenting (although commenting is great). One of Waxxi’s mottos is: The Floor is Yours. That means, when it comes to a podcast or vidcast, it’s not all about the interviewer, or interviewees. It’s what the people (the viewers, audience, listeners, customers) bring to the table; what they bring to the conversation, experience, and content.

In short: Let Them Participate.

On Saturday I attended Techdirt Greenhouse for the second time. It was, again, a great gathering of intellect, talent, opinion and creativity. The format and methodology is what attracted me in the first place: brain jamming, if you will. Interesting companies were pre-selected and given the opportunity to present to us, the participants. We then, armed with our color coded shapes (which defined our discussion leader/rooms), were off to separate breakout groups to ponder, debate, challenge and summize the questions asked of us by each of the presenting companies.

Two that stood out to me in making an impact, socially speaking, were Jumpcut and SalesBuilder. Jumpcut is making some waves by bringing way-cool movie making capabilities – a la iMovie SANS the Mac – alas, even to the novice. CEO Byron Dumbrill was impressive, and has already caught the attention of Warner Independent Films. Even better, he’s combined social networking (community) with digital media. We likee.

SalesBuilder is doing something really different, and close to our hearts: telling companies to stop focusing on themselves in their online presence, and really focus on their customers. If I might steal from Techdirt’s blog post subtitle theme, this stems from the It’s-not-about-you department. Really.

This is one of the reasons I take a back seat role as the host of Waxxi’s podcasts. If I didn’t, we wouldn’t be interactive, or nearly as interactive. Nor would we be any different from any other podcast (one-on-one, or one-on-few, interviews). “The floor is yours” is one of our mottos, and seemingly SalesBuilder CEO’s Olivier Chase’s mentality. Good stuff, and a powerful tool to any organization that wants to be truly closer to their customers, and outstep their competition by doing so.

It was nice to see some familiar faces, like Jackie Danicki, Hillary Johnson, Chris Sims, Anne Donker and more. It was equally nice to see new faces, one of them being my lunch mate Mike Sigal of Guidewire Group. And Sprint’s Russ McGuire, who gave a speech centralized around the theme of his excellent blog, the Law of Mobility.

Someone who left a very strong impression upon me, even before we got to know one another more, was Adriana Cronin-Lukas. There are few people in life with whom you connect on very intense levels, and know that your meeting was not a coincidence. Adriana is one of those people, to me (and others, of that I am sure). In addition to speaking at industry events – as she did the next day at Vloggercon on Net Neutrality – Adriana is making marks in the world as a Sherpa of social media, and then some.

Thanks to the Techdirt Mikes and the entire team for another great idea workshop. Keep ‘em coming.

After many hours of post-cast work in the studio, and answering many emails, IMs, blog posts and calls, I can finally blog about Waxxi’s inaugural, historic interactive podcast.

Before writing about the details of the event, which Jeremiah Owyang did with lightning fast timing and hurting fingers (indeed, a Web Prophet), and which Mish, Peter Dawson and Robert Scoble live-blogged, we need to send thanks to many.

To our guest speakers:

Shel Israel, renowned consultant, accomplished and in-demand speaker, writer, genuinely nice guy, and soon to be globe-trotter. It all started at a really fun party over a glass or two of great wine. Thanks for being open to something new. Thanks also for the kind words, and continuous support. We hope you’ll come back for a future Waxxi cast to talk about the findings of your next book.

Robert Scoble, who I feel like I know yet I’ve barely met (only briefly when he signed my copy of Naked Conversations at said party). Why? Because he’s real. He’s a real guy talking about real things, Microsoft-related and not. Thank you for being bold, brave, honest and forthright. Thank you for opening up our tech/business/shareholder value-driven world to something more important: life itself. And thank you for taking time to spend with us today, so close to the time that you left your Mom. I hope you and I get the chance to sit down together someday soon.

To each and every one of the participants today who took the time on a Saturday morning/afternoon/evening (depending on where you were in the world). It was an energetic, insightful first session, albeit not without a bump or two in the road. Mr. Raftery, we owe you at least a pint of Guiness after you welcome your newborn to the world.

To TechCrunch’s Mike Arrington. Thanks for liking the concept, and because of that alone, helping introduce the world to Waxxi.

And last – but certainly not least – heartfelt, very special thanks to our hard-working, always on, and very patient team of developers, designers and consultants:

Bob Joyal, formerly with Fast Company; Frank Gruber, of Somewhat Frank (Frank, you rock!); Frederick Giasson of Talk Digger fame; Val Landi, Silicon Valley IT veteran and author of A Woman from Cairo; and our partner-in-design, Chicago’s Inflatble3.

Thanks, to all. We wouldn’t be Waxxi without you.

These, they are exciting times. In a mere 21 days, our inaugural interactive podcast, featuring Naked Conversations co-authors Robert Scoble and Shel Israel, will be upon us. Hundreds of people globally will be able to participate, and have an opportunity ask questions of Robert and Shel the same way one or two interviewers would do in a traditional podcast.

Some are curious how this “interactive”, or participatory, podcast will work. Well, it’s easier than it sounds.

Here’s a 3 step process that explains it, hopefully, pretty clearly:

1. Go to waxxi.us and click on Register. Then follow the yellow brick road. (or the simple instructions you get along the way).

2. Once you’ve confirmed your registration, we’ll send you a toll free dial in number and a unique user code. (this allows you in to the virtual event that day, and allows us to see who you are when you are ‘raising your hand’ to ask a question)

3. On May 20, 2006 at 10:30 AM PDT call the toll free number, and the fun begins. (to find out when that is in your part of the world, go here)

You don’t have to ask a question or make a comment. You can just listen and observe – the same way you might do at a conference speech or presentation. But, for those who have read the book (and even those who haven’t) and have questions or observations about business blogging, this is your shot to pick their brain.

We’ll have simultaneous chat/IM so the “hallway discussions” can take place, and everyone who attends will be invited to continue the conversation online.

There will be some pretty interesting people in the audience. We hope you can join us!

Podcasting has no doubt, grown by leaps and bounds. Feedburner’s latest report details some amazing podcasting factoids. Among them, as Frank Gruber points out:

1. Feedburner now manages more podcasts than there are radio stations

2. Podcasting is outpacing the speed of adoption of the last “most successful consumer product launch in history” the DVD

As popular as podcasting has become, we thought – wouldn’t it be great if people who are typically listening to a podcast, could be a part of it? They could participate in it, both the day it is recorded and after.

Comments on podcasting is not new, but very smart. Neither is social podcasting which is brilliant. But interactive, we thought would be very, very cool. Everyone’s in “the room” and as time allows, gets a chance to have their voice heard.

Our first interactive podcast will feature Robert Scoble and Shel Israel, co-authors of the book Naked Conversations. The invitation is open to anyone who wants to be a part of this experience, have a chance to ask Robert or Shel (or both) a question, comment on something they learned in the book or have observed as a blogger. Hundreds globally will participate.

Cost: FREE! But you need to register. After the event, the conversation continues online at waxxi.us. More on that to come.