On September 15, 2012, Robert Lavigne did a Live to Air Interview with Rob Nielsen using Google+/YouTube Hangout. During the one hour session, we discussed Empire Avenue and Social Media. Of particular interest, a discussion on Social Media Fatigue and Weak Ties (Social Networking) provided much insight.
It is kinda fitting that I am writing this Life@42 blog post on the 60th Anniversary of the birth of Douglas Adams. While Douglas Adams was busy writing The Hitchhiker’s Guide to the Galaxy series, he was often quoted as saying “I love deadlines. I like the whooshing sound they make as they fly by.”
I first read Eve Mayer Orsburn’s The Social Media Business Equation shortly after blogging How the Brantford Library understands “The Social Media Business Equation” by Eve Mayer Orsburn. Since then I have read it three times before actually sitting down and writing this blog post.
The question of deadlines is an interesting element of business. Do you focus on imposed timelines or focus on quality deliverables. As a certified Project Management Professional (PMP), I probably should lean towards timelines, but I consistently lean towards the agile side and prefer to focus on incremental deliverables and consistent quality over imposed, often arbitrary, timelines.
So while I was reading and re-reading The Social Media Business Equation, I made a point of posting regular entries on my Social Business Mentor blog until I was ready to write this review. One of the topics I recently talked about on that blog was the re-purposing of content. This is a key message also discussed in Eve Mayer Orsburn’s book. You can read more about my take on re-purposing content by reading Your Key Inbound Marketing Strategy is Re-Purposed In-Flow Content. Having a Strong Engaged Tribe Doesn’t Hurt Either.
I have now found the inspiration and angle I wanted to take in writing my review of Eve Mayer Orsburn’s take on Social Media, Social Networking, and Social Business. That inspiration came from the 60th anniversary of the birth of the man who is an inspiration for the title of this Social Novel. Douglas Adams (RIP DNA) formulated that The Answer to Life, the Universe and Everything was 42. The very nature of the content of that statement and the story behind it’s context makes up a key element of my core statement that “Content is Free. Context is where the value is.”
So let’s get down to the review shall we. Let us discuss the hidden gems that are found in Eve Mayer Orsburn’s The Social Media Business Equation. It really comes down to this. All the equations in the world do not matter unless you factor in the context of your target audience. This applies to traditional marketing, inbound marketing and social media marketing. That valuable context is only achieved when you actually listen, engage and provide targeted value to your audience.
In The Social Media Business Equation, Eve Mayer Orsburn makes it clear that you can no longer broadcast your message. You need to be part of the conversation that is occurring all around you in the vast world of Social Media. You need to communicate and often re-learn how to communicate as we have gotten lazy in our pursuits to push our “buy, buy, buy” messages. You should be engaging not only with those who share your space, but pay special attention to those who will value your content and eventually purchase your product or service. This cannot be achieved by having one silo of your business engaging in Social Media. One department does not make your business, nor should it be the only voice being heard or ear listening. More importantly by leveraging your “crusading customers” the effort to spread your message is reduced exponentially.
In The Social Media Business Equation, Eve Mayer Orsburn formulates that it is made up of 20% Informing, 20% Entertaining, 40% Interacting, and 20% Converting to Business. This plays very much into the standard 80/20 rule often found in successful models. In her equation, 80% of the time is spent on engaging with the potential client, while only 20% is spent on converting that lead into a sale.
So in that respect, I fully support her take on how businesses should focus their efforts in using Social Media as a tool for lead generation and sale conversion. She further indicates that most Social Networking efforts should be 80% Reward and 20% Work. Overall, the Pareto principle is in full effect throughout Eve Mayer Orsburn’s book.
There is also one other aspect to The Social Media Business Equation by Eve Mayer Orsburn that leverages the Pareto principle. The first 80% of her book is comprised of a mix of insights and examples (18 valuable use case examples in total). The other 20% of her book is 50 pages of acknowledgements to those who have contributed and engaged with her since she ventured into the world of Social Media. My alter ego @RLavigne42 is actually listed on page 177 of her book in the acknowledgment section.
Some may question why she dedicated 20% of her book to acknowledgements. Well think about it, that is 35,000 people who will go to the end of her book to see if they have been mentioned. That is 35,000 people who upon finding their twitter handle, will make a point of mentioning it to their Social Network. The Social Media Business Equation will now spread through the social graph of that first tier and expand to a network that would not be aware of this book. That 20% is the part of the equation that involves converting the effort of the 80% of work into further sales. When all is said and done, that is the nature of Eve Mayer Orsbun’s equation for Social Media success and eventual ROI (Amplify and Magnify through Engagement).
So for those of you wondering why there is a barcode at the beginning of this post. That barcode equates to 42. That barcode was tattooed on my lower neck on October 10, 2010 (10/10/10). For those of you that understand binary, 101010 is 42. When all is said and done a barcode means nothing without the context that it is associated with.
All equations should factor in context. Never ever forget that.
If you want to see the video of my 101010 42 Barcode tattoo, read
“Walter was adamant about all the training and all the education he got, but the only person that knows that is Walter, and the only person that heard it, was me.”
That’s the old way of thinking!
Put your context out there. Associate it with content that is already out there. Bring that content into your feed.
Make use of favourites and playlists. Find content that other people have created that is relevant to what you do, and bring it into your channel. You don’t have to create it all yourself. There is enough content out there.
But what you bring. What your real value is.
Whether your are one person, 25 people, 500 hundred people, a million people.
What you bring. What your real value is the CONTEXT.
Where most businesses are failing right now. Their context is SHIT. <insert laughter>
People want context that they can relate to.
They are shifting in droves.
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In this Life@42 Segment, we will partially answer Laurie’s question using the Hamilton Carpet Clean YouTube Channel as an example.
First off, I love the fact that their featured video has a thumbnail with key contact and “what’s in it for me” information. Even the description of the video has valuable information relating to their website, a call to action and relevant traditional contact information.
On the flip side, the first thing I saw was:
- The channel is lacking an avatar. This leads users to believe the site is not active. This needs to be rectified immediately.
- The channel name is their channel name. You may think this is an odd statement, but keep in mind, you are not limited to the URL name when naming your actual channel page. This could easily be “Hamilton Carpet Clean” or “Clean Carpets @ 519-512-2047”. Disclaimer: I have not tested these for valid YouTube formatting for invalid length or characters.
- They only have two uploaded videos. They are 2 months old and 5 months old respectively. Mix that with the lack of an avatar and you have a clear indicator of a “static” channel. If you cannot produce more videos, consider making use of the “Favorites” feature to showcase relevant content from third-party channels.
Now don’t get discouraged, all of these are easily fixed and I will give you a few insights as to how.
Recorded live in front of an audience of 25 people at the #EAvTO event on May 30, 2011 in Toronto.
Expect to see some vlogs on The Art of Marketing, Social Media ROI (The Book) and a new cut of #TDGv Mosport shortly.
The value & return of social media
(if U have the patience to make the connections)
Amazon is brilliant! They’re pairing up Olivier Blanchard‘s new book with Gary Vaynerchuk‘s new book for a special price. Great combo: http://www.amazon.com/Social-Media-ROI-Measuring-Organization/dp/0789747413/ref=sr_1_1?ie=UTF8&qid=1298849373&sr=8-1
I immediately purchased that combo using Trey’s link as my entry point to the acquisition process. I am now eagerly awaiting the release and delivery of both books.
I am fortunate to have met Olivier Blanchard during his whirlwind trip to Toronto in 2010. Olivier took the time to go out for a late night drink and talk social media. This is knowing full well that he had a tight writing deadline and a keynote the next morning. Our 1am-2am meeting was a highlight of 2010 for me. I still am grateful to this day for Olivier making the time and effort.
As Olivier recalled today on a FB Thread today,
“Haha! I remember that. We hijacked the bartender’s little tequila station.” ~ Olivier Blanchard
This book bundle is very appropriate as I will be seeing Gary Vaynerchuk next week. I am very fortunate to be attending the 2001 The Art of Marketing. I got a great deal on the ticket by the discount code RK28 provide to me by Robert Kavanagh of The Art of Productions.
Olivier Blanchard interview by Robert Lavigne about Foursquare’s Missed Opportunities
Looking forward to reading these!
Delivery estimate: March 16, 2011 – March 22, 2011
Shipping estimate for these items: March 8, 2011
|1||“The Thank You Economy”
Gary Vaynerchuk; Hardcover; $13.13Sold by: Amazon Export Sales, Inc.
|1||“Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (Que Biz-Tech)”
Olivier Blanchard; Paperback; $16.16Sold by: Amazon Export Sales, Inc.
“In order to grasp the significance and ramifications of social media I list Robert as one of the bloggers I follow. It has greatly enhanced my comprehension as to how this new tool will aid me in my marketing efforts.” – February 23, 2011 – Peter Radzio, Secretary, Ontario Libertarian Party
Robert Lavigne (@RLavigne42) Enterprise 2.0, Social Media, Social CRM, Personal Branding Micro-Blogger and Researcher at The @RLavigne42 Tweet Round-Up.
Back in September 2010, I was asked to keynote at Ontario Libertarian Party’s executive meeting on how Social Media should be used across the spectrums of Social Media Marketing, Social Business and Open Government.
Since that presentation, Peter has fully immersed himself into learning more about social media and social networking. Peter ranks amongst the top Re-Tweeter of @RLavigne42 Tweets.
Top qualities: Personable, Expert, Good Value September 21, 2010
Robert Lavigne (@RLavigne42)
As predicted a while back, Facebook announced today the availability of their new layout for Fan/Pages. Although the tabs are gone, they have a similar concept on the left bar. The new picture bar at the top, IMO, will be the latest way to link to relevant content (think pictorial bookmarks).
In this video I convert my Life@42 Facebook Page to the new layout and share my thoughts as I take the tour of the changes.
LinkedIn = I pee well.
Twitter = I need to pee.
Facebook = I peed!
Foursquare = I’m peeing here.
Quora = Why am I peeing?
Update March 19, 2001
Here are the steps to activate the YouTube Snake Game Easter Egg:
- pause the video
- press left and up arrows on your keyboard at the same time
- enjoy a game of snake use arrow keys to move the snake