Time 17:53

A new book is coming out on September 15 called The Numerati by one of the most prolific journalists on social media platforms, Stephen Baker. He is a senior writer with Business Week a regular podcaster along with Heather Green, his colleague at Business Week and writes frequently on Blogspotting.net

The premise of The Numerati is that as our lives are captured digitally with electronic transactions, web site surfing patterns, online commerce etc, we are building a behavior that can be quantified, analyzed, and predicted. It’s the predicted part that is the most intriguing to Baker.

Baker interviewed dozens of researchers, scientists and mathematicians for the book.
Will all these numbers allow advertisers to become better providers of valuable information and products that meet your individual needs, instead of getting unwanted, generally constructed information-buckshot that might hit the target of an educated guess? Will algorithms of your behavior give insight into your humanness, predicate your next purchase, or who you will likely friend online?

Life, it turns out, is a numbers game, and Baker sheds light on how it became so in The Numerati. In this conversation, we also get him sharing ideas on how best to pitch him at Business Week. Also he highlights the key courses a journalist should take to improve their craft, namely statistics, economics, and be fluent in a foreign language, his is Spanish.

We also will hold a drawing to give away a copy of Baker’s book, just email marketingedge AT providentpartners.net with the word Numerati in the subject line. Or you can pre-order The Numerati.
The winner of the our last book giveaway is Len Edgerly who won Millennial Makeover, congratulations Len.

We invite your comments and we may get them on the show. Call 206-426-1117 comment line for the Marketing Edge podcast.

Wait, I must be missing a major ingredient here. I get that the Food Network gets millions of viewers, hey I’m one of them. But why does Next Food Network Star runner-up Adam Gertler need cable to do his twist on what internet viewers want him to cook? And why does creative, attractive, Next Food Network Star runner-up Lisa Garza need a four camera set to bring her special flare to kitchen basics. Check them out in the last episode of Food Network Star.

No disrespect to the wonderful, talented people at the Food Network, but there are other producers, camera people, and editors that can work on a web-based offering with either of these talented chef, personalities. Will the financial model work? Maybe, especially if Adam and Lisa have the right business model minds behind them. One of them already has a restaurant.

These American Idolesque shows all have runners up that have some brand equity. In the case of the Food Network, all three finalists had large fan support, if their Facebook Fans are a fraction of an indication. So, unless the Food Network lawyers have access to your next born, Lisa and Adam remember it’s about the content, not the platform. That content is you. I’m here if you want to chat.

Next week I will be hosting two political shows on OoVoo during the web-based video conferencing platform’s political days. You can sign up at http://www.myoovooday.com/political/ for my slots on Wednesday, July 30 at 1:00m Eastern Time or Thursday night July 31 at 10:30 pm Central Time. Oovoo is great if you have a web cam and want to have a fireside chat or a heated discussion, hey I can go either way. We’ll talk campaign tactics, what to expect at the conventions, and how social media is playing a role in this campaign.

Given my 10 years in DC on Capitol Hill with a Members of Congress, the RNC and in the senior Bush administration I can see a campaign gimmick a mile, or for that matter half a world away. Aw, do you think I’m talking about Obama’s recent world wind event with the three network news anchors starving for news during the summer news void. It was sheer brilliance on the part of Obama’s campaign, nothing that passes for news, but brilliant for a way to kill a few days.

Now does this trip mean Obama has foreign policy experience? No, Does it mean he can negotiate with foreign leaders? No, Does it fill the gap for a lack of experience in these areas, Not at all, no way, no how, I trust no one votes for Obama because of his foreign policy “experience”, if travel and non-binding pleasantries was all that was required Hilary Clinton had that box checked several times over. If however, the Obama campaign is building a vision of US foreign policy in an Obama Administration, that’s a different story, and one that some foreign leaders were willing to get their chits in early.

There have I stoked a few political embers for you? Good, then sign up, download Oovoo, fire up your webcam and bring a beer and a few opinions. See you next week.

OK, I’ll admit it, I’m a freak for RVs. All kinds, Class A, Class C, even conversion vans have a soft spot in my heart. Maybe it’s because of the feeling of freedom I get on the open road, or the sheer comfort of some of these beautiful home away from home on wheels.

Today I spent sometime with total strangers, yet they were as friendly as my next door neighbors. A couple of my kids and I went to the Family Motor Coach Association www.FMCA.com convention held in St. Paul, MN at the state fairgrounds. There were thousands of homes, I mean vehicles, er, OK both in the parking lot. As quick as it took us to find a parking spot we also found new friends, a family from Pennsylvania, then another gentleman from Oregon and more and more from all over the country.

It struck me as we walked up and down the rows of motor coaches counting the different license plates, that we were standing in the middle of a very large, very diverse social network.

What are the some of the elements of a successful social network,

1. 1) similar interests
2. 2) some what complex or shall I say comprehensive information topics which stimulate knowledge sharing and interaction
3. 3) individual experiences that provide value to the greater group
4. 4) ample amount of potential user generated content

It’s all here at the FMCA conference. They have workshops from navigation to needlepoint, from microwave cooking to maintenance on generators. Yup, it’s a smorgasbord of information, ideas, people and stories.

Given all these ingredients it is a natural for RV social networks to flourish online. RV.net - the official blog of the open road is a winner, RV Travel.com , and RV There Yet has a great mash up with Google maps and a variety of RV location needs including, campgrounds, RV dumps, and Starbucks, (there will be less of those around).

Yet, I believe there is plenty of room for more RV social networks, perhaps built around the sub networks present in the RV community by either geography or motorcoach brand. There are also so many events, and rallies as the community calls them, that user generated content is a natural.

The beauty of this community is their love of meeting others. I had the pleasure of speaking with John Breisch, President of the Penn Coachmen, a group of motorhome enthusiasts in eastern Pennsylvania and western New Jersey. You can hear the joy in his voice of being a part of this “on the go” community that’s also happy spending a few days just sitting still and visiting. A conversation about the RV community with John Breisch One way to find dynamic social networks, look for people that enjoy people.

Is it a coincidence that the top two hospitals on US News and World Reports honor roll of the best hospitals in the US also have strong social media programs? I’m delighted to make that connection with two friends who do an outstanding job at their respective leadership positions in social media for Johns Hopkins Hospital and the Mayo Clinic.

Elizabeth Tracey is Director of the Johns Hopkins Health Newsfeed and has pioneered podcasting for the large healthcare entity in Baltimore. The podcasting is used to educate patients as well as provide content to other media outlets. For example, the Cleveland Plain Dealer, yes a newspaper, is carrying the Johns Hopkins HealthNewsFeed. Tracey treats the Johns Hopkins organization as a newsroom not just as a provider of information to other news organizations. This approach gives the talents and people of Johns Hopkins Hospital signifcant exposure that builds trust with their communities.

Lee Aase, public affairs manager, at the Mayo Clinic continues to push the social media envelope and capitalize on the wealth of healthcare expertise at Mayo. There is a series of blogs and podcasts that Mayo produces clearly available on their main navigation. In addition, a creative Mayo Clinic channel on YouTube has garnered interesting interaction, from thousands of views to potential participants in clinical trials for new treatment.

Congratulations to both Elizabeth Tracey and Lee Aase. On whether it is just coincidence that both organizations have strong social media programs; let’s put it this way, leadership is the one constant in a hospital achieving such a significant status. These dynamic organizations approach social media as they do healthcare delivery, with innovation and a dedication to serving the needs of their publics.

The conversation on Chris Brogan’s blog about personal branding, strip malls and billboards has developed in a way that I think is a bit off the mark. I don’t disagree with Brogan or the comment on the blog post by Christopher Penn that many social sites can and are used as billboards for personal brands.

I much prefer that social networks be viewed as cafes, restaurants and bars along the road. Not franchises, mind you, although you might get that feel from some of them, but unique places in which you’ll meet some unique and some of the same people. To this environment you will add your own experience, commentary and knowledge. You will pose questions that may well inspire others to enlighten the group. You get a little sustenance, bid good day and come back as often as you like. Oh sure, there are plenty who come in trying to sell flowers from table to table, but that’s a bit of a drag for everyone, isn’t it?

Now it may be that you only frequent a few of these places, but doing it in the manner I described above will give social media more value for you and others. When I hear talk about billboards and strip malls, it begins to sound a lot like Web 1.0. The fact is both of these gents, and plenty of men and women around the world, add tremendous value to the social community in exactly the manner I described. We are grateful for it, and as a result do visit their general stores (websites or blogs).

I just think the billboards and strip malls metaphor conjures up images that don’t truly address the enriching and unique experience to be gained from what we have before us. Some may seek to post up a sign and hawk some goods along the way. Me, I enjoy having a cup of coffee and a piece of pie, even a $.99 Margarita when I can find one, with the Brogans and Penns of the world. Their personal brand in social media is what they share with me all along this winding road, not just what’s at their stores.

Time 24:19

This podcast you’ll get the big picture of social media with Robert Scoble,the co-author of Naked Conversations along with Shel Israel and managing director of Fast Company TV. This conversation is useful for corporate marketers in discussing social media with their senior management as a company evaluates whether and how to participate.

Companies operate in a world with equal access to information (minus the occasional government obstacles like China and Iran) but for the most part it’s all good. It’s a world where distance and time matter little, and sincerity and participation matter a lot.

The downsides of such access are the horror stories of price comparisons and margin evaporation. Let’s face it information used to be power when a few people had it. Now it is more about how people use the information, with whom do they associate with as they exchange it, and how do those relationships add value.

Scoble and I had a great conversation with a few laughs and insights into how he avoids information overload with technologies including Twitter and Friend Feed. He is a prime example of how social media works, give of yourself, and watch others give back to many.

Comment below or call 206-426-1117 and we’ll field some of them on the next podcast.

This month’s book giveaway contest is Millennial Makeover, MySpace, YouTube and the Future of American Politics, by Michael Hais and Morley Winograd. Enter drawing by emailing MarketingEdge AT providentpartners DOT net. Put Makeover in the subject line.

Marketing is at a cross roads and I believe social media will force a major crash of competing values. The crossroad is a dilemma presented by a society based, for the most part, on consumption, a global economy accessible to all, and the wonderful raw rules of capitalism. This mash up has caused a society to feel wanting for genuine substance, generations to reflect on their contribution to the greater good, and a crisis of conscience. This has manifested in a number of ways including increasing calls for volunteerism, greater individual philanthropic giving, and a negative public opinion of the country’s direction.

This crossroads is probably best described by the late George Carlin on consumerism

Marketers are a major part of the issue, why? For generations, marketers have devised ways to generate demand, create locked-in recurring revenue customers, and increase profits. Hey, this is not a knock on marketers, it is just the way the system works.

Oh yes I’m sure someone from the American Marketing Association or Harvard Business will chime in with “no, marketers are focused on delivering customer value and being the voice of the customer to the company. And a company that doesn’t treat its customers well will cease being a profitable company; or words to that effect.

The truth is a little bit of both I suspect. However, the mood of the country, still the most powerful economy on the planet, long held as a model for economic freedom and capitalism, is disillusionment with our economic model. Compassionate capitalism is a concept that has been around for a while now, and chipping away at some of the root causes of our dilemma.

What role does social media play in this intersection and how can it prevent a pile up?

1) Opens dialogue that strips away the corporate façade
2) Creates a way for individuals and companies to acknowledge faults without unwarranted penalty
3) Potentially facilitates a place for communities to develop around shared objectives that benefit the whole allowing consumers to mold a company’s contribution to society

To a guy who always made people think, usually while they were laughing, God or Joe Pesci, bless you.

Here are some other resources on the topic of Compassionate Capitalism

Comment on Compassionate Capitalism

A compassionate capitalism classroom curriculum

Salesforce.com CEO Marc Benioff wrote a book on this issue

Do you believe marketers can have an impact on corporate compassion or are the objectives of marketing at odds with a compassionate corporation?

Time 21:37

I have said for a long time that social media is more a movement than a market.

So when I heard the authors of Millennial Makeover Michael Hais and Morley Winograd interviewed on the News Hour talking about how YouTube, et al social media was going to impact the future of American Politics, I had to reach out to them as guests on the Marketing Edge podcast.

The nature of social media and the timing of this technology fits perfectly with the Millennial generation. The millennial generation is comprised of individuals born in the 80s and early 90s. During their upbringing they were taught to share, play nice, not keep score, and that they were special by their parents, Barney and Mr. Rogers among others.

I also assert that there is a confluence of hardball politics, greater media segmentation spawning like-minded echo chambers and the dissolution of mainstream journalism that has prompted millions of people to connect outside of traditional institutions. They are turning to social media, blogs, twitter, Facebook and many others.

This book and our conversation is not just about politics however, social media is, well social. It can not be segmented like other forms of marketing or communications. The civic minded, and ultra connected Millennial generation are buyers, business leaders, and in a neighborhood near you. Combine this generation with other age demographics that are using social networks like LinkedIn and iGoogle, and you have a whole new paradigm for communications.

If you want to get a chance to win the Millennial Makeover book send me an email to Marketingedge@providentpartners.net with the word Makeover in the subject line.

The future of news is both a fiscal and emotional issue. Newsrooms across the country are struggling with the economic realities across the spectrum from energy costs to the impact of the internet. On the emotional side, the press, vilified as it is by those whose agenda it suits, still remains a cornerstone of a free, democratic society.

Somewhere in the 1980s, the discussion of fairness of news organizations became a central part of the political and general discourse in American society. This debate chipped away at the credibility and integrity of journalism as an institution. The bickering, some real, some imagined combined with the explosion of blogs and citizen journalism created threads of 19th century yellow journalism which was woven into the once trusted resource of Cronkite and Murrow. The result is a crossroads for American journalism.

Despite the gloom of many newsrooms, it is an exciting time for American journalism. When accomplished reporters for the New York Times (and many other newspapers) are not constrained by one format and can tell their story with video on their newspapers website, that is exciting. It is exciting, when a television reporter can extend their piece, which before the web was a one time only production, to include conversations from viewers via a blog. It is an exciting time when the insights of citizens can be tapped to cover a topic that may only affect a small neighborhood, but nonetheless, makes that community grow closer.

The issue is in large part about the money and who will pay for this information. Economies of scale of the mass produce and consume 1900s no longer apply. Financial sustainability of the news media as we know it now requires innovation on the part of the news organization to develop new products, creativity on the part of business/advertisers to financially support communities and causes in which they believe, (without getting in the way of truthful reporting where appropriate), and citizens to become more involved with the news.

I see it this way. Before 2000, the news was a cookie sheet. A metal surface used to produce the same product on a regular basis. Today news is the cookie dough. Consumers of the news want to shape the information as they need it. They want to add to it from other sources, they want to share it with anyone and everyone, and they want to consume it wherever, whenever, and however it best suits them. Journalism will thrive when it figures out how to generate revenue with this new dough.

People like Chris O’Brien and the Next Generation Newsroom project are in the middle of these exciting times. The Project for Excellence in Journalism and Rick Edmonds of the Poynter Institute has done an wonderful evaluating the trends in news organizations and the way Americans are consuming information.

Today, Thursday, June 12 I’m participating in a panel on the changing face of the news media put on by the St. Paul Chamber of Commerce. Add your comments below, email them to me at amaruggi AT providentpartners DOT net or tweet them at www.twitter.com/AlbertMaruggi

Panel Discussion – Changing Face of Media/Alternative Media Sources/Credibility vs. Sensationalism.
Purpose: We are interested in exploring whether or not, how and why traditional media such as newspapers and television are being supplanted by internet resources and user generated media such as Youtube and Facebook. How are younger generations (Gen Y) using the new media and how they will gather news and information in the future.
Moderator:
Liz Bogut – Communications Director, Saint Paul Area Chamber of Commerce
Panelists:
Joel Kramer, Editor and CEO of MinnPost.com
Kristin Henning, Publisher, The Rake
Barbara Laskin, Media Relations Manager - Macalester College
Thom Fladung – Editor - Pioneer Press
Albert Maruggi - Founder and president of Provident Partners