Blog Archives
Practical Social and Digital Integration: Chicago Shovels
It snowed last week in Seattle. Having grown up in the area, I will attest that it was a significant storm for the area but far less concerning than the reports that were put out across the wires.
As many of my friends in these parts are also Chicago transplants, we shared a collective chuckle around the mesmerizing general reaction to what is typically referred to as “slight snowfall” on an average winter day in Chicago. One of the main issues is that it simply does not snow but a few times each year in Seattle (good thing) but when it does, the city shuts down completely due to a lack of resources and preparation. It had me recalling some messy mornings from my old life in Chicago where I was simply unable to dig my car out.
Snow-filled Seattle last week.
Fittingly, a friend pointed me towards Chicago Shovels last weekend - a new initiative by the City of Chicago that provides an interactive resource to help residents deal with the city’s typically treacherous winter.
My expectations were low knowing that I was about to visit a city run site – notorious for poor user experience and slow technology adoption. I was wrong. What makes the site strong in my book is the degree of practical social and digital integration. There is a “Plow Tracker” to help residents keep tabs on real-time street clearing activity as well as a number of integrated apps (including a Tow Tracker to help you find where your car has been “relocated” – imperative in a city that loves to tow) and even SMS alerts to stay updated.
While my bet would be that an agency helped the city with some of the marketing content, full kudos to the team for developing useful video content to help users navigate the site.
Though Seattle does not have the frequency of snow to warrant a full on platform like this, Chicago Shovels is a great model for other snow-laden cities to follow in implementing a smart communications platform that fits the baseline communication needs for residents.
The Art of Influence Part 1 – What Makes An Influencer?
CHALLENGE - You need to motivate 100 people to take action online. You have boiled your strategy down to the following two options:
1. Identify 1,000 people to connect with individually in the hopes that 100 of these will take your desired course of action.
2. Identify 15 key issue influencers to help leverage your message to their networks.
Here’s a hint to help you decide – option 1 is going to be very time consuming while option 2 is going to save you time and be more impactful in the long run.
Influencers are of course a core component of any communications campaign. Though there is not a template process for building relationships with influencers, it is important to first understand that influencers command attention and drive action through a general process that goes something like this:
Influencer talks -> Network listens -> Network takes action -> Network’s networks listen, take action -> Multiply.
Done successfully, this word-of-mouth model can be incredibly powerful, hence its value to the PR/marketing world.
As part 1 of this series, it’s important that we first examine how one actually emerges as an influencer. In other words, what truly defines “influencer” status?
Does it take 25k Twitter followers? A Facebook page with 10k fans? A blog that averages 500 views and 30 comments per post?
Sure, numbers are a crucial component of overall reach but do not serve as the only foundation of influence. Numbers aside, what is that key qualitative factor that makes someone a force to be reckoned with?
TRUST.
Any solid human relationship revolves around trust. Online, trust plays an even more important role in helping establish and build long-lasting personal relationships (if you doubt this in the slightest, give Chris Brogan’s Trust Agents a read). When you develop a reputation as a trustworthy person, things will begin to snowball on their own.
Case in point? Meet Jonny Imerman, founder of Imerman Angels, an amazing Chicago-based nonprofit that provides one-to-one cancer support for patients, survivors and caregivers.
Jonny Imerman
This man is an influencer. Does he have hundreds of thousands of Twitter followers or Facebook fans? Nope (though it’s only a matter of time as the organization scales to their current exponential growth). But ask a random selection of ten Chicagoans if they know Jonny and chances are pretty good at least one person will raise a hand.
Anyone who has a touch to the cancer community in Chicago knows that Jonny is the heart and soul behind Imerman that is endlessly working to bridge connections in an effort to help no patient fight cancer alone. In drilling a bit deeper, here are the top 3 qualities that make Jonny an influencer in the cancer community:
1) TRUST - Within 30 seconds of meeting Jonny (be it through his incredibly charasmatic emails/status updates or offline at the insane amount of events he attends), you feel as though you can reveal your deepest secrets to the man. He embodies that unique quality that makes you want to sit down and chat for hours.
2) CARE – Want to win people over? Fast? Be yourself, be personable and care what others have to say. Can we ever understate the importance of listening? Works the same offline and on. People want to be heard. The more we learn, the more likely someone is to lend their own ears back and the better we become at associating and communicating with one another. Few people lend an ear as well as Mr. Imerman and this extreme focus on listening is a quality that is universal across influencers.
3) CONNECTED – I’ve never met someone that networks as well as Jonny. And not in that awkward “random guy at the event, forced business card handoff” kind of way. Jonny endlessly connects with others who later help him connect and build the community of survivors, patients and caregivers for Imerman Angels. He pays attention to the details of everyone he meets and before walking away, he makes sure they hear the simple three-line core overview of what fuels his passion for life every day:
I’m a cancer survivor and I help connect cancer survivors with patients. No one should battle cancer alone and the mission of my organization is to make sure that doesn’t happen. If you know anyone who knows anyone battling or who has survived cancer, direct them our way.
Moreso, he remembers the details about YOU. I’m always impressed by people that are able to recall minor details about your family or interests over the long haul and it goes to show why the “care” factor is so important in becoming an influencer.
Done and done. This simple approach is why Imerman is growing like crazy and making more and more connections and pairings each day. It’s the reason Imerman has never once had to directly fundraise to support operations. It’s the reason that Imerman is so successful and making a HUGE impact on helping provide a crucial support network for cancer patients and caregivers.
So the next time you’re poking around trying to figure out what makes someone an influencer, make sure you’re taking all factors into consideration outside of those big shiny numbers online. The traits that define influence are going to differ based on your target community and it’s essential to first know what jibes well with who you’re trying to connect with before mapping out an outreach plan.
Next up later this week – Influence Part 2 – Where to Find Influencers…
So Long Chicago, Hello Seattle
Wow. I’m going to sit back and try and put the 1.28 million thoughts bouncing around my head into some logical written format. With that, here’s the deal.
For the past five and a half years, I’ve had the opportunity to work at one of the most amazing strategic communications firms around. Biased? Nah, not a chance. I’ve said it in the past and I’ll say it for as long as I live – I’ve been one lucky man. I try my best to never take this thing called life for granted.
Since moving to Chicago in 2004 and starting at CG&A, I’ve had the chance to work on incredible projects with some of the smartest, outgoing and enjoyable folks around. I never thought I would have the opportunity to help the American Cancer Society pass smoke-free legislation in Chicago, register millions of organ donors in Illinois with Donate Life Illinois (nor have creative freedom over a lil’ fella named Morgan D’ Organ), put Illinois on display for travelers , assist one of my favorite nonprofits around or help brand and launch one of Chicago’s best outdoor music venues. All in conjunction with the most amazing coworkers one could ask to have on a team.
And so it’s come time to take on the next chapter in life.
I’m ecstatic to announce that I’ll be joining Waggener Edstrom’s Studio D team in April! The new official title will be Digital Strategy Senior Specialist.
On a personal note, having grown up on Whidbey Island out in the Puget Sound, I’d be lying if I didn’t say I’m beyond excited to return to the natural beauty of the grand Pacific Northwest. And yes, I know I need to make sure I have my raincoat ready. But I’m also going to have that camera firing left and right (stay tuned, I’ve got some ideas bouncing around for a photo/travel blog). Check.
From a professional standpoint, it’s been fascinating to watch various firms and agencies in Seattle continue to push ahead in the digital world. I’m excited to take this opportunity to immerse myself into the mix, contribute to a fascinating group and walk away from each day having tackled new challenges and learned a wealth of new information from amazing folks such as Tac Anderson, Nathan Misner and Jen Houston.
To all my Chicago peeps, you will be sorely missed but thanks to these fine InterWebs, friendships know no geographic boundaries (a good friend once told me that…write that down). To my future Seattle peeps, can’t wait to hop over to the Emerald City.
If you know of anyone who knows of anyone in Seattle, drop me a line! On a mission to meet some new faces.
Until next time (may be a bit with the move and all that jazz), cheers beyond cheers.
- Scott
Alright, let’s go out with a touch of cheese…
