To explain how he begins looking at websites, he used the analogy of messaging tubes. That imagery was so vivid and effective, I think the same framework can be applied to social marketing, too.

To back up, the messaging tubes he spoke of, are pneumatic tubes from the 1800s. It’s the system where messages are delivered in this capsule like canister and delivered, shot through a tube to the appropriate department or individual. Like this:

I vaguely recall in cartoons or on a random television show the highly exaggerated versions, where tens of canisters holding messages, fly through different tubes at once — almost in a frenzy. The operator at the receiving end is sending and catching the canisters while they continue flying above, below and around his head.

This inefficient disaster is how I see the current state of corporate social media.

In my experiences working with brands — small and large across all genres — I noticed a commonality. When it comes to social media efforts, there are directives coming from all over the place. The social media manager becomes a gatekeeper, if you will, and controls what goes out on Facebook, Twitter…and Pinterest and Instagram and Tumblr and [insert whatever hot social network]. There is usually close to zero structure and the people tasked with social media responsibilities, ends up drowning in day to day deliverables.

To a lot of organizations, the social element is still an afterthought and I am very familiar with the: “Can you Tweet x now?” or “Will you post y on Facebook?” requests. Those email requests are the 2013 version of messages tucked into canisters and quickly shot through the tube — except in 2013, the canisters are emails. Those messages don’t come from one person or team. They come from multiple people and multiple teams.

The ideal solution is working with colleagues in order to understand each others’ job duties and more importantly, infusing a native digital mind-set with social elements already incorporated into marketing initiatives… but let’s be real. It’s not that simple. I know. I’ve been there.

Organizational changes start from the top down and it takes a lot of time to see change. (If you’re interested in helping change your org, Jeremiah Owyang at Altimeter has tons of case studies on social media management that are extremely helpful here.)

While long-term strategy is being built and shaped, I’ve found short-term solutions help those in charge of social. A lot.

I first start with helping colleagues understand what a social marketer actually does all day. We know that our jobs are more than sitting around Tweeting or Facebooking, but a lot of  people usually don’t.

Once a mutual understanding is established, I try to make sense of the madness and put a stop to disorgnization. I mean. It’s our jobs. A marketer should always distribute marketing messages with an objective — especially now in 2013, as it may tarnish your brand. You don’t want to be that brand known for social media fails.

It is also the marketer’s duty, to ask the questions a lot of people tend to forget:
1. what goals are we trying to meet?
2. how are we measuring the success?
3. what did we do right or wrong in the past and how can we best apply those learning lessons to what we are trying to accomplish?

In doing so, it will make your work load easier to manage and more often times than not, prevents unnecessary communication frustrations.

Try it. I dare you.

The Internet has shifted human behavior and people are not just customers but consumers and users. Consumers, as they consume the marketing media we create, and users, as they use digital services we create media for. So what does that really mean for marketers?

Traditionally, media that marketers and respective teams created were separated into three categories: paid, owned and earned. The advancement of the Internet has drastically changed the way we communicate and it is no longer a one way street. People — our customers — require more than one way megaphoning in order to be interested, feel involved and most importantly, delighted.

So what are we — the marketers — to do? How do we elevate our messages?

The first and most important step is to toss all the marketing jargon and tactics aside. The necessary skills to successfully digitally market, comes down to traditional marketing methods: how do we get a message across, while capturing emotion. As emotions, are what ultimately converts someone from knowing a brand to liking the brand. The what and the how are simply tactics to deliver our objectives.

I always recommend those interested in learning how to become a social media marketer, content marketer, digital expert or what have you, to step back from the noise (ex: How to Write Headlines that Convert, How to Become a Social Media Guru, 10 Ways to Get Re-Tweeted, etc., etc.,) and re-learn the fundamental principles of copy writing and marketing.

Internet or print or television or film, the people that we create media, write copy and deliver our media to, are human beings. And fundamentally, humans haven’t changed that drastically in 100 years — only the mediums and how humans react to the mediums we have.

David Ogilvy’s “Ogilvy on Advertising” is a great resource for any marketer. The context is still very relevant.

Evernote teamed up with Honda Silicon Valley Lab and DoCoMo Innovation Ventures and launched a month long dev camp for entrepreneurs. 

1. zero cost to entrepreneurs — they are providing travel, housing and even a stripend
2. taking zero financial stake — no equity
3. providing a startup curriculum which includes workshops, mentor sessions and team-building exercises

I mean. This is exactly what an accelerator should be doing. Partnering with companies that have money so there is no cost to aspiring entrepreneurs. Holding a competition to narrow down those who are capable, those who are not. And most importantly, providing global aspiring entrepreneurs the opportunity to live, work and learn in the Silicon Valley. 

What most people outside of the US don’t realize, is it’s expensive to come to the US — even for a few months just to learn. The rents are sky high, it’s a pain to get around the Bay Area and without a proper network and fundamental understanding of the Bay, it can take up to a month just learning how to get around. What may seem like common sense to native Northern Californians, is really not.

The one thing that shocked a lot of out of town visitors I noticed, was how inconvenient transportation is. People also don’t realize that San Francisco and Mt. View (where Google and Facebook HQ are, for example) is about 30 minutes south of San Francisco (with no traffic) and takes about a good 45 minutes or maybe more on Caltrain (the Bay Area’s dumpy train service). 

Also, the one month period is perfect for international people, as Visas are such a pain to obtain. Certain countries have automatic three month tourist Visa (like Japan and Switzerland for example) but for other countries? A person has to jump through hoops. 

Anyway, just wanted to say kudos to the Evernote team for pulling this together and I really hope it sets the examples for other accelerators to follow suite! Way to bridge the global gap of movers and shakers – what an incredible idea and opportunity. 

To learn more about the program, go to Evernote’s site here.

“[...]innovation has become quite formulaic with rules as strict as a limerick or sonnet: find a problem, build an app to solve it, develop for smartphone and add social integration.

The tech ecosystem is slowly setting itself up as a playground for mavericks, dropouts and quick-talking 20-somethings just itching to change the world. The current atmosphere suggests fresh possibilities for a continent desperate to prove itself as an innovation and entrepreneurial destination. But is innovating more important than a real, solid business model?”

[...]

Innovation may be the death of us

In Africa there is a lot of pressure to innovate. Many wheeler-dealers, bored of the corporate humdrum, ready to turn an industry on its head, with a basilisk gaze are primed with the perfect quality for entrepreneurship. Good solid businesses become boring, making money is an afterthought and innovation is the watchword. The pressure to innovate is as overwhelming as the burning sun on delicate skin. Investors want you to innovate, mentors advise it and journalists flock to it like moths to a flame. Its appetite is insatiable and most startups are victims of it. Truly, we ought to rename Africa “the place where good companies die of too much innovation”.” — via Entrepreneurs in Africa: forget innovation, focus on profitability

Funny how some African entrepreneurs are a little worn from the term ‘innovation’ as well. Perhaps the tech community as a whole, has diluted the definition of ‘innovation’, creating a cycle of unrealistic expectations from entrepreneurs and investors alike, thus harming the ecosystem more than encouraging it.  

Sidenote: I feel as though I copied and pasted a significant chunk of the piece; that is not the case — please read the whole post here, it’s a good read. Hopefully it will not be construed as plagiarizing, as that is not my intention.

This trip, I had many conversations with people from various technological backgrounds and countries of origins. No matter the various experiences we had, the running topic was: “Where do you see the next wave of innovation coming from? The Silicon Valley, NY or another country?”

Coming from the US and especially raised in the Silicon Valley, people seemed to be caught off guard by how I think tech is moving in two different directions. The tech we see coming out of the US and other developed countries are naturally, technology enabling us to make our lives easier — convenience technologies. Like a car service app or shopping app, news, music, fashion and beauty apps. Technology that dents the industry but doesn’t shift the world like products our parents or grandparents for some of you saw. Imagine living in an era when televisions, home phones, cell phones, personal computers and the likes first hit the market. Then came the wave of software and services that changed the way information is exchanged worldwide – Microsoft, Google, Apple, Facebook and even Twitter.

When you think about it, do you see the holycowisthisreal-type innovation happening in developed countries any time soon? Innovation has plateaued and I see the next wave of innovation happening in under-developed countries. Environments, where there are many problems humanitarian groups have been trying to solve for decades like India, China, Africa and similar nations where there are respective experts, on the ground, researching and developing technologies, products and services that saves lives.

Don’t get me wrong, I have nothing but utter respect for every entrepreneur taking the chance to build something to leave a mark in history. I just wish words like innovation and disruption were saved for technologies that could potentially solve the world’s clean water problem (probably out of India). Or a piece of hardware that conserves energy (will most likely come from China).

Though if you take a close enough look, you may notice innovation already happening. Starting with “something designed with the poor and for the poor, and with the word ‘diarrhoea’ in it” winning an international design award against Bang & Olufsen, Nike, an ‘innovative’ ketchup bottle designed by MIT… amongst others. And I have a feeling this is only the beginning.

Just something I’ve been thinking about.

Day two after reading this and I am still confused. With the brand equity Pinterest has, they certainly could have been more creative at their first attempt to get closer to brands.

Pinterest is a goldmine for brands and advertisers.

• 80% are women, 50% have kids and likely to live in a Midwestern state (read: Walmart demo = cha-ching)
• Pinterest users who shop online follow 9.3 retailers while FB users follow 6.9% retailers and Twitter users follow 8.5%
• CTA pin sees an 80% increase in engagement
• Referrals spend 70% more money, also spend 10% more

The astounding stats go on and on…but they chose Business Pages and widgets?

I mean. Really?

From a brand perspective, what is the value proposition of having another business page to maintain? Business pages aren’t billboards on the Internet. Internet users expect more and paying Pinterest to add to workflows with sentiment, reputation and click-throughs as the ROI is backwards. And don’t get me started on widgets. What is this, 2001? Moving forward, major brands are becoming publishers, media companies, moving away from traditional ad models.

Pinterest is rich with content. If products like Pulse, the joke of the tech circle Mashable is experimenting and even brands like Coke and Nike can figure out content strategy to drive revenue, I’d assume the very smart people at Pinterest should be able to, too. Oh, well.

What a huge bummer.
(Top image screen shot of AdAge article found here)

The past week I spent in SF and the Silicon Valley re-connecting with the tech community, reminded me of Paul Graham’s ‘Cities and Ambition‘. He wrote this in 2008 and still rings true.

In NY, we talk about money. How technology is changing the way we monetize. I’ve subconsciously turned into someone who combines tech with money. How can I best package x in order to meet $y?

In SF, the conversations are technology focused. How far we’ve come, where we are going. What’s the next wave of innovation?

As I am sitting on the airplane, I can’t help but to think about the differences between NY and SF, then humbled by this incredible era we are living in. How fortunate we are, to be a part of a community changing the world. Whether I am thinking of monetization strategies in NY and innovation in the Valley.

I’m still high from my week in SF. I want more. My brain won’t shut up and I am looking for someone, anyone, with the Bay Area DNA to talk to about anything and everything. Even a topic silly as socks can turn into an app or service.

Silicon Valley is a very special place.

Some may argue the Bay Area is too techie. People even joke about the over-saturated market and how startups have the same “We’re the ____ of ____.” (i.e. Fashion for Pinterest) elevator pitches.

And I’m not gonna lie, I was one of those people outside of the Valley, rolling my eyes at how everyone is an entrepreneur for the sake of being an entrepreneur. How entrepreneurs are the new struggling actors and Crunchbase is the new IMDB.

Yes, it seems like that on the outside. But if you are immersed in the environment, you just can’t get enough. At least I can’t. Perhaps spending time away, made it easier to appreciate the Silicon Valley ecosystem.

The biggest takeaway from this trip is that saturation is necessary as it drives innovation in the way it can, only in the Valley.

Look at it this way: It’s the reason Mark Zuckerberg was able to take Facebook’s social sharing to the next level (bet you didn’t know the LIKE button was built by the FriendFeed founders, who before FriendFeed, built Gmail and Google Maps respectively). It’s also the reason Steve Jobs redefined branding, user experience and consumer marketing and all the other products that change the way we think and behave.

Silicon Valley is such a special place and I can’t wait to return.

I am just privileged to be a part of it all and if you don’t feel the same, step outside of the Bay Area Bubble to appreciate your environment even more.

2012 is exactly the same.

Five years after my Mother’s death, I have nothing new to report, no wisdom to drop, no life changing epiphanies about dealing with grief which sounds somber, but really not. The death of a parent is tricky, but even more, confusing. There is no one magical formula or guideline, step-by-step instructions, something – anything, on how to feel, what to feel and why.

For the longest time, I thought there was something wrong with me. There were no unanswered questions, zero regrets. No confusion, extreme sadness, just logic. My Mother was no longer on the planet and I immediately dealt with that reality which didn’t seem…normal. So I questioned myself. What’s wrong with me? Do I not know how to feel? Am I out of touch with my emotions? Is my coping mechanism abnormal?

I would search deep within for indicators of hidden feelings but nothing. I was simply dealing with my reality. Then, I start questioning myself again: what is wrong with me, this doesn’t seem right. Where are my feelings? Perhaps I am selfish, self absorbed or worse, a sociopath…then I look for feelings again. That process is a bit of nuisance and sometimes, it drives me so batty I’d want the voices in my head to stop. Then as I am annoyed with myself and the voices, it’d start all over again: stop that, self reflection is important. What’s wrong with me, am I selfish, etc., etc.

Back to square one.

Recently, an important person in my life lost their mother. I wanted to have all the right things to say, but aside from condolences, the words from my heart were: it’s ok to feel however you want. Whether it’s anger, sorrow, confusion, regret, relief that she is no longer in pain or even numbness, there is no one way you are supposed to feel so allow yourself to just…be. I know. I was there. I am still there.

Then I realized, I wish someone had given me that advice.

It took years and someone I deeply care about to lose their mother to see: we are different. We have different relationships with our parents, different coping mechanisms and various life experiences that make it necessary for us to come up with our own answers. It’s scary and unsettling but that’s the way it is. The way it has to be.

Hindsight, perhaps that is the life lesson that comes from death. That as we seek answers, we soul search and face demons that help us grow and become better people.  If anything, my Mother’s death has taught me to be vulnerable and more open with my feelings. Something I always thought of as a weakness but more accurately foreign, as we are not taught to be emotionally attune in our culture. Emotional intelligence is something I force learned and still learning every day. See? We are all different.

So if you or someone close to you is dealing with death, please remember to allow yourselves / themselves to feel however you / they want. It’s ok. It’s the way it has to be.

In closing, I will share the story of my mother’s death which is more inspirational, than sad. Just like I do every year.
Happy Mother’s Day :)

Mother’s Day 2007 to 2008…
…what a difference a year makes.

As some of you may or may not know, I lost my mom to cancer last year around this time. Since it’s Mother’s Day, I wanted to do something for her but wasn’t sure what…

After some thought, I decided to share what I wrote after she passed. I am normally an extremely private person, but her story is so amazing, if anyone (aside myself) is inspired, that would be the best ode to her… :)

Read the rest here.

People have contributed their own stories and feedback on my G+.

This month (April) is already cap’d, but if you would like a postcard, please email your snail mail addresses to monamail at gmail dot com. International are welcome as well. Happy Sunday, everyone!

Sidenote: why aren’t there more tasteful postcards? The fonts are atrocious and the photos, even more so. It took a while to find some decent postcards. I purchased them at Barnes and Noble in Union Square of all places and I looked everywhere from gift shops to local letterpress and stationary stores.

If you’ve ever wondered how many emails you’ve sent or received. How many Google searches you’ve done and even what you searched for, Google now gives users a high level overview.

I have no idea why I’m searching for autotune (nor do I remember the context) but it made me laugh out loud. It’s also pretty neat to see who I email the most. How I need to respond to emails more lol…and basically how I can improve with email management. Perhaps I should stop obsessing over maintaining inbox zero. I am so anal retentive about inbox zero, I’ve spent a lot of time customizing, labeling, filtering and still get 5k emails I barely respond to. Less than 1%, which means I need a new workflow. Crap.

See? I’m already learning and growing.

Anyway, this is incredible and the first feature I’ve been excited for in a long long loooong time. If you’re interested, the bigger image of my analytics (not including YouTube is below). You can read about the dashboard on Google’s blog here. And opt-in for the service here.

*Added: as always, the discussions happen on Twitter, Google+ and FB.