Experts in the Industry: Anne Berkowitch (38 of 45)

Anne Berkowitch, CEO of SelectMinds, is a savvy businesswoman. While I haven't met Anne IRL (in real life) or in the socialsphere, I've listened in on past webcasts she's done. I've also been told by two of my former colleagues - Pauline Brannigan who works at SelectMinds and Mark Wallace, now at EDR, who speak very highly of Anne. Hopefully Anne and I will get a chance to connect sometime in the near future.

In the meantime, let's see how Anne answered the five questions from my Experts in the Industry series:

In one sentence, please describe what you do and why you’re good at it.
I run (and co-founded) SelectMinds, a 9-year old company that provides corporate social networking solutions to Global 2000 companies and I’m good at it because 1) to my core, I believe in the value of what we do, and 2) I’ve been able to attract and motivate great people to come on the ride; our team is undoubtedly our “secret sauce”.

How did you get into the world of online community, social media or social marketing?
This is a fun one to answer. I backed into it! SelectMinds was founded initially as a recruiting solution, on the idea that a company’s former employees (alumni) were a highly valuable and overlooked asset – as possible rehires, customers or business partners. In early 2000, well before “social” and “networking” were uttered in one sentence (pre-Friendster), we developed a web-based application that allowed companies to launch and manage online (social) networks of their former employees, which companies could then mine for various business benefits. 9 years later we are enabling all kinds of online networks for companies, but all anchored around a specific business benefit– as compared with deploying a Web 2.0 “toolkit”.

If you had $10 million to invest in one company and one company only based on their use of “social,” which company would it be and why?
I’d be lying if I didn’t answer SelectMinds, but other options would be some of our clients (can’t really single out by name) – not because they offer social solutions, but because they really get the power of relationships in making their organizations excel, and are combining technology and management practices to build “social” into the way they do business.

Which business leader, politician or public figure do you most respect?
I could rack my brain to find someone no one has thought of, but the truth is it’s Barack. Agree or not with his positions, he is truly standout.

Would you join a toothpaste community? Why?
No. Too many better things to do that I already don’t have time for.

Freeform – here’s where you can riff on anyone or anything – good or bad. Or just share a pearl of wisdom.
At the risk of waxing a bit philosophical: “Don’t seek to follow in the footsteps of the wise men; seek what they sought”… or, same idea, “Don’t go to the puck, go to where it will be.”

Looks like Anne is a casual Twitter user but she's there if you want to follow her. ;)

Experts in the Industry: Paul May (37 of 45)

Paul May, CEO and co-founder of Buzzstream, is one of my favorite people in Austin. So favorite that I had dinner at his house with his wife and his two beautiful children recently. But it wasn't the food that won me over. It is the fact that Paul is interested in the same thing that I am, namely delivering a return on investment in the world of social and online communities (Peter Kim, Kyle Flaherty, Adam Cohen and Lewis Green also fall in this camp).

Check out how Paul (Twitter handle) answered the five questions from the Experts in the Industry interview series -- he does some nice sucking up in question three (it worked btw):

In one sentence, please describe what you do and why you're good at it.

I'm the CEO and co-founder of BuzzStream, a startup that's building DIY tools for managing word-of-mouth relationships.  I'm good at starting companies because I love doing it (despite the 24/7 schedule, it doesn't feel like work to me).

 

How did you get into the world of online community, social media or social marketing?

I like to tinker with new technologies, which drove my initial use of social media tools.  Things grew organically from there for me.  I got into social marketing through my business partner, Jeremy Bencken, who founded ApartmentRatings.com.  He relied on PR and social media participation to build his company, and managing those relationships was his biggest challenge.  That led to BuzzStream.

 

If you had $10 million to invest in one company and one company only based on their use of "social," which company would it be and why?

Ugh...I guess I should say BuzzStream, but the truth is I don't think that having that kind of money would be good for us.  Companies that need a $10 million investment don't really interest me.  Part of this is simply because I'm more passionate about smaller companies and the other part of this is because I think the really exciting uses of social media are happening in smaller organizations (not that surprising to me, given that social media is a bottom-up phenomenon).  Give me the $10 mil and let me invest in 20 companies like Balsamiq, BreakingPoint, BackType, Powered, etc. Shining examples of scrappy businesses working with small budgets, but leveraging social media and DIY tools to build brand awareness, generate demand and get product feedback. 

 

Which business leader, politician or public figure do you most respect?

I like leaders who aren't particularly flashy but build value over a long period of time and engender great loyalty. In politics, it's people like Lee Hamilton and Harry Truman.  In business, it's people like Warren Buffett. 

 

Would you join a toothpaste community? Why?

No…but I was on a hiking trip once with a guy who cared so much about white teeth that he brushed them as he hiked.  I'm pretty sure that guy would join a toothpaste community.

 

Freeform

If you've been thinking of starting a company, there's no better time to do it (yes, even with the economic mess we're in).  The great companies of the next 20 years are going to get started now.  And the best part is that there's never been a time where you could get a company up and running for less money.  Google has leveled the playing field for all of us. We just have to be smart about getting our mindshare on Google.

Experts in the Industry: Diane Hessan (36 of 45)

Diane Hessan, CEO of Communispace, is one of the pioneers in the world of online community. I've known "of" Diane for a while now but have only recently connected with her more directly via Twitter, blogs, etc. Not only has Diane overseen the construction/management of hundreds of communities for some pretty big brands, she's also a big Red Sox fan. To that end, she recently brought two of my favorite passions -- baseball and social -- together in her recent Spring Training Tweetup (very sad I couldn't be there).

Without further ado, let's see how Diane answered the five questions from the Experts in the Industry series:

In one sentence, please describe what you do and why you’re good at it.

I work with my 210 colleagues to help companies listen to the voice of their customers, and I’m good at it because it’s my passion.

How did you get into the world of online community, social media or social marketing?

We thought the web would completely revolutionize a company’s ability to have conversations.  In 1999, we started building communities to help employees share insights.  Our client at Hallmark, Tom Brailsford, suggested that we try creating communities of customers, instead.  We listened, and now we call him our founder.  It embarrasses him, and so I hope that he reads this.

If you had $10 million to invest in one company and one company only based on their use of “social,” which company would it be and why?

Ahhhh….At the risk of sounding predictable, I’d have to invest it in Communispace to help us get better, more capable, and more global.  We think we are only scratching the surface

Which business leader, politician or public figure do you most respect?

My friend Ben Zander, who is conductor of the Boston Philharmonic.  Ben’s entire perspective is about seeing the possibilities – even in turbulent times.  He is the Energizer Bunny of Classical Music, and wherever he goes (most recently Davos and TED), he inspires people.

Would you join a toothpaste community? Why?

YES!!!  We have built several amazing toothpaste communities, and they are “on fire”.  Of course, the reason they do well is that the members aren’t there for the toothpaste conversation.  They are in there because of what we call “social glue”.  They might be moms with little kids who are bonding with each other  – and helping a toothpaste brand in the process.  Or they might be dentists.  Or dental hygienists.  Toothpaste innovation accelerates and toothpaste marketing becomes more effective – because the brand has their fingers on the pulse of their consumers.

Freeform – here’s where you can riff on anyone or anything – good or bad. Or just share a pearl of wisdom.

What I have learned from doing communities over the last 8 years: 

• Community size (number of members) is overrated as a metric
  
• It’s not an impression if it doesn’t make one
  
• It is amazing what people will tell you if they think you are willing to hear them
  
• Listening is a really underrated marketing strategy
  
• My daughters have no desire to be my Facebook friend
  

Experts in the Industry: Peter Fasano (35 of 45)

I only met Peter Fasano, Global Interactive Marketing, Social Media Marketing Manager, The Coca Cola Company a couple of months ago (we started on Twitter) but I had the pleasure of meeting him in real life a few weeks ago. The reason for the meeting was that Peter was kind enough to invite Powered to attend/sponsor the Social Media Club Atlanta's SXSW Mixer event. Not only was the event a great one (I met lots of other cool social media professionals) but I got to get to know Peter a little bit better and confirmed that he was every bit as savvy and smart as I had expected.

With that as a backdrop, let's see how one of Coke's best and brightest answered the five questions from the Experts in the Industry interview series:

In one sentence, please describe what you do and why you’re good at it. 

I am an accidental digital marketing consultant that draws insights from decades of consuming media, creating media and technology. 

How did you get into the world of online community, social media or social marketing?

Through the wisdom of a brilliant co-worker Robert Occhialini / bump. 

He turned me onto Cluetrain Manifesto and weblogs in 2000. Then in practice when I moved into consulting media companies in 2006 when I realized that the balance of media was shifting. Since that time, it has been my passion and occupation. 

If you had $10 million to invest in one company and one company only based on their use of “social,” which company would it be and why?

My biased answer is Social Media Club. I am biased as I am the co-organizer of Social Media Club Atlanta. I have been involved with the club since 2007 when I connected with the group in San Francisco and have been actively involved in the conversations, standards and practices and network of members since then. The charter and growth of the Club has been tremendous – If you get it, Share it. The organization has connected me to friends, thought leaders and geographies in very meaningful ways. The additional funds to further develop education outreach and advocacy would offer a superb resource to both individuals and business to share their wisdom of operating in a social ecosystem. 

Which business leader, politician or public figure do you most respect? 

Jimmy Carter for his life of service, honesty and faith. 

Would you join a toothpaste community? Why?

I do not think I would join a toothpaste community but would join a smile community. A toothpaste community sounds like it is about the brand and not the community – the community defines the brand in my world. I remember a few years back the agency I was with, was researching keywords for a SEO engagement on behalf of a toothpaste brand. I recall the keyword analysis communicating a story to me about life events, photos, health and wellness. These attributes sound like the foundation of an interesting community about the ups and downs of having healthy teeth, gums and a smile.   

Freeform – here’s where you can riff on anyone or anything – good or bad. Or just share a pearl of wisdom. 

On Social Media: I am excited by innovation and the millions of ways to currently connect and share. I am amazed how my network and platforms have enabled me to keep my finger on the pulse of innovation and community without being in San Francisco, Seattle, Austin, New York or London. I look forward to the further growth of community outside the social networks through Facebook Connect and Friend Connect to enhance discovery and sharing.

On Marketing: I am shocked by the bewilderment that social media has thrust upon traditional, many digital agencies and there brand clients. The isolation from the consumer or other agencies is not a reality any longer. As marketers, we must seek integration of the community into the brand and the integration of social media marketing tactics and measurement into the overall planning and execution of campaigns to redefine how brands approach modern marketing. 

On my dream job:  taqueria and fruteria owner.

Experts in the Industry: Liz Strauss (34 of 45)

Liz Strauss's bio on Twitter says that she is a "social strategist, translating customer relationships on the social web for business, healthcare, & universities." It also mentions that she is the founder of SOBCon, but I know Liz best for her blogging efforts on "Successful and Outstanding Bloggers."

I actually met Liz last year at SXSW (big surprise) as part of a group of bloggers that included Rick Calvert, Chris Brogan, Becky McCray, Sheila Scarborough and Wendy Piersall. My colleagues, Jim Storer, Heather Strout and Colin Browning were all along for the ride and the group of us had a great dinner at Stubbs in Austin. Since that time, Liz and I have stayed in touch via the soc-nets and our blogs. What I love about Liz is that in addition to her brains and charm, she's also got an incredibly sharp wit.

To see that "wit" in action, here are Liz's answers to the five questions in the Experts in the Industry interview series:

In one sentence, please describe what you do and why you're good at it.

I show companies how be seen, heard, and understood in the culture of the social web. I'm good at because I'm a teacher, a product builder, an international publisher, and I grew up learning the customer culture of my dad's saloon. 

 

How did you get into the world of online community, social media or social marketing?

Through the back door, as I do most things, and I wiped my shoes first. I started blogging because a company I freelanced with asked what I would charge to do one. I became interested in how blogs allowed communities that websites had failed to realize. Open Comment Night on my blog was called living social media in the summer of 2006. That lit the fire and I started searching out businesses who were interested in these new tools and ideas. SOBCon started in 2007.  

 

If you had $10 million to invest in one company and one company only based on their use of "social," which company would it be and why?

WordPress -- Code is poetry. Akismet is gold. The WordPress / Automatic business fascinates me. Matt and Toni and the community have changed the Internet. It's a beautiful example of an idea, born changed and still growing through community -- and open source community that built the free blogs, the hosted blogs and a business that runs the enterprise blogs that work for The New York Times, CNN. CIA, FBI, and Homeland Security., Anyone can start a WordCamp and learn the basics of running a small business. 

 

That's social. That's business. 

 

Which business leader, politician or public figure do you most respect?

I think a whole lot of Warren Buffet. His word is his bond. He's built a business by combining the best of personal and business relationships. He's proof that trust and integrity travel to the bottom line. And my dad, if you read my blog, you'll know my dad wins hands down. 

 

Would you join a toothpaste community? Why?

I might. If the toothpaste community had imagination, knew how to be smart, do something good for the world, and not take itself too seriously. It could be fun and meaningful -- anything can if you care about it. 

 

Freeform – here's where you can riff on anyone or anything – good or bad. Or just share a pearl of wisdom.

No one cares what you know until they know that you care.