I feel like I haven’t really been keeping you up-to-date on what’s happening at Social Business Strategies.

For the sake of time, I’ll just let the video do the talking.  Okay?

I often struggle with what I write here.  On one hand, I feel like what I’m working on – from a business standpoint, in building out SBS - might not be that interesting to you.  But on the other side, I sometimes feel like there are lessons I’m learning as I go that might be helpful.  Either way, the enveloped is being pushed.  And that won’t change any time soon.

What do you think?  Do you want to hear more stories about Social Business Strategies and what’s happening as this business grows?

It’s been interesting to see how the economy of the past two years has caused paradigm shifts in the way business is working.

Even two years ago, companies seemed focused on merely surviving in the sandbox, full of staunch competitors.  Entrepreneurs, account folks and business developers were forced to wear smiles, sign NDAs and keep secrets from one another, all the while planning how they would capitalize on the first failure of their sandbox playmates.  Some of us called these business folks “opportunists.” Others called them “back-stabbers.”

Enter the idea of the Happy Sandbox.

Driven by limited client budgets, fallen shingles and the pressures of a race-paced, complex, adaptive business environment, learning how to play nicely together in the Happy Sandbox has become a crucial element of business survival.  Simply put, the Happy Sandbox is synergy defined: a group of entrepreneurs all realizing that the sum of the whole will always be greater than the value of each individual part.

Synergistic and friendly relationships that produce real mutual benefit is what I believe to be one of the core foundations in this whole Human Business movement.

I like it this way.  Are you with me?

A Happy Sandbox Example to Watch

If you’ve read this blog for a while, you probably know I’m into SaaS tools.  As an independent consultant, I have to be.  Without good-working and cheap tools, my overhead goes up and available time goes down.  Both ends of that equation lead directly to my bottom line.  It’s a mission-critical situation.

Now, thinking about that, take a look at this:

What you see is a screenshot from inside my BatchBook SCRM account.  I’ve written about some of these tools before, but what’s most impressive to me is how well each SaaS company plays together with each other in the partners in same Sandbox.  Playing nice equals a Happy Sandbox.

From the customer end, open API’s allow me select the services I need, click a few times and enter a few passwords.  The Happy Sandbox destroys any information silos that limit my productivity.  And guess what?  Each individual SaaS makes their fair cut, with my monthly cost staying relatively low.

Advantages of Playing in a Happy Sandbox

The advantages of playing nice in the Happy Sandbox are so simple that the explanation only requires a couple brief bullet points:

• Increased lead generation opportunities through complimentary partnerships
• Each business stays focused on their core niche
• Each business becomes more valuable in terms of offering
• Very happy customers stay on board and tell their friends
• Strategically-combined marketing platforms generate greater audience and community reach

Neal Roberts can see this type of application in co-working spaces.  I agree with him.  What complimentary services could inhabit a co-working space, play nice and offer compliments to the members?

Some of my clients and a few other folks in Columbus can see how the Happy Sandbox might apply to our work.  It’s worth looking into a bit deeper.

What about your business?  Who could play in your Happy Sandbox?

A lot of folks give me service about doing so many locally-focused blog posts.  I get that.  I’m supposed to “think global.”

Whatever.  For some posts, I’ll continue to “think local.”  That’s me.  That’s my blog.  Okay?

I live in and love Columbus, Ohio.  My town and the people in it are important to me.  What they do is important to me too.  Community, right?

This week, our friends at Columbus’s Available Light Theatre Company are putting on something special in honor of the 50th year of Harper Lee’s great American novel, To Kill a Mockingbird, on crisis in a Southern community.

My friends, Artie Isaac and Ian Short, as well as the many talented folks at Available Light have adapted this classic story to the stage.  I’m going on Sunday and I think YOU should come too.

Here are 15 reasons why I think you need a night at the show:

• You’ll be in good company with both the performers and the audience
• Ian Short and Matt Slaybaugh are some of the most creative, theatrical minds in Columbus
• The play’s language may make you uncomfortable.  Good.  We learn better when we are out of our comfort zone.
• You may get to see Artie with out the bowtie.  That will be out of his comfort zone.
• It will be a stark reminder of some of the mistakes in our country’s history
• If you really want to dig in, there are talkbacks every day (except Sunday)
• 614 Magazine thinks it’s a good idea
• You might get to meet my mom.  She and Sarah are coming with me on Sunday.
• Most of you probably haven’t picked up To Kill A Mockingbird since childhood.  Think of this as a hearty refresher.
• You don’t have to read anything at all.  The cast has that part covered.
• These folks at Available Light do things for the right reasons.  They are trying to teach us about important lessons.  Listen to them and learn.
• Consolidated Amalgamated’s Annual Christmas Spectacular with Artie and Available Light was hilarious and had good lessons
• Theatre makes for a much more romantic date than a movie, every time.  (Brownie points, guys.  Brownie points…)
• Available Light is a part of our Columbus Arts community.  Support them.  Buy local.
• Artie Isaac has given back more to this community than I even have time to write about.  He still is.  Every day.  Support him.

Want more background than that?  Sure.  I’ll let Artie, Matt and Ian tell you more about why To Kill a Mockingbird is important.

AVLT’s “To Kill a Mockingbird” Pre-show talk from Available Light on Vimeo.

Who’s coming with me? You can get your tickets here.

With all of the new, shiny bells and whistles, I’ve noticed that we are all guilty of getting hung up on the power that technology now lends us.  I know I’m guilty of this.  I’ll bet you might be too.

It seems that recently, marketers are especially prone to getting stuck on the tools.  Stuck.  The demands of the career are high and tools make things faster, easier and sometimes more effective.  I get that.  Heck, I live it every day.

But sometimes, there are opportunities to be effective without the high-tech gizmos.  Right?

Case in Point

Grove City is a southern/southwestern suburb of Columbus.  In the last six years, city officials have been focused on reinvigorating the community as a destination for fun, family values and convenience to Columbus.

What’s the ultimate goal?  To raise awareness and attract interest from potential families who might be moving near the Columbus area for work (or otherwise), and to take advantage of the benefits of living in Columbus’s nearest suburb and the family values-driven Midwest lifestyle.

Here’s one of the ways they are spreading that message:

Viral Marketing – Effectively Low-Tech

What you’re looking at is a set of three postcards.  I found these prominently located in the lobby of the La Qunita Inn, which is one of the many hotels located off of Stringtown Road on Grove City’s north side.

These post cards are made available to any guests staying in the hotel at no cost.  The photography is good and the message is limited, making the card usable.  If my Maka were still here today and visited the hotel, I know that she would have picked up all three.

Why This Is a Good Idea

There’s a laundry list of why this very inexpensive campaign caught my attention.  Here’s my take:

• Good clean design
  These cards are well-produced.  While I don’t know the firm who did the work, if you happen to be reading, kudos!  The photography is solid and attractive; the copy is concise and to-the-point.  Notice that both online and offline conversion points are located at the very top of the messaging.  Win!  The only improvement I suggest would be developing a stronger call to action.  Other than that, it’s effective.
• Good location per the target audience
  La Quinta Inn is located where a huge majority of Columbus city visitors make their stay, as Grove City hotels are far less expensive than downtown lodging.  What’s more is that many folks who stay in Grove City come for the many events that the community has to offer, including annual car shows, the coveted alumni softball tournament, horse racing, and the new Pinnacle Golf Club (which is one of the most challenging courses in central Ohio).  Aside from that, Stringtown Road is no more than ten minutes from downtown Columbus.
  
• Showing off Grove City’s niche attractions
  Like I mentioned, the last six years have been a period of major developments for Grove City.  One of the highlights of this community is the park system, which rivals any other suburb of Columbus.  Grove City knows this.  They’ve invested significant dollars in the park system and take tremendous pride in the work they’ve done.  One of the highlights (which is actually featured on the front side of the flipped card) is the Grove City Skate Park.  More than twice the size of any other suburban skate attraction, this park reigns supreme as one of the best in the state of Ohio.  It’s worth talking about and these cards make that message much easier to spread.
  
• Tapping into the social graph
  We all have deep personal relationships with family, friends and even coworkers.  My Maka was never on the internet, but she always used postcards to keep in touch with her loved ones.  My friend, Jack Windsor, can tell you about the difference a personal, handwritten note can make.  Now, consider the volume of people who may visit hotels in Grove City, Ohio each year.  Even if a small percentage of them send one or two cards, how many people could potentially be reached by those messages?
  
• More meaningful than Facebook
  Let me ask you this: in all the messages you receive on Facebook, Twitter and even LinkedIn, do some messages get lost?  Maybe a few here or there, right?  But, if someone you know takes the time to write you a postcard and sends it in the mail, do you read it?  Probably.  What’s more is that you may even take that card and display it on your desk, kitchen counter or on your home bulletin board.  Postcards are often kept as keepsake memories for years.
• Free to you
  This point is important.  By making these cards available for free, the folks in Grove City have eliminated many barriers to adoption.  You don’t have to pay to use their viral marketing tactic (outside the cost of a stamp).  How could Grove City take it up a notch?  Simple.  For a small additional investment, make these postcards available with paid postage included.

That’s why I think this is an effective low-tech viral campaign.

What do you think?  Anything you would change or add?  Can you use this thinking in your own marketing?  How?

Today I met Kathy Harrington and had the chance to learn about Lindsay’s story.

If you want to understand why I’m running Dash for Donation, and why I believe this is important, please watch this video.  It’s a little over 6 minutes in length and I think it’s important that you watch the whole story:

Dash for Donation takes place in Columbus on July 10th, 2010, with a start time of 7 a.m. It features a 1/2 marathon run, a 5K run/walk, a 1K fun walk and a kids and mascots dash .

I’m doing the half, but there’s a race fro just about every level of training. You can even walk if you like.  If you are up for it, you can register HERE for the race. But even if you can’t race, will you please sign up to Donate Life?

Will you stand with me?

The Ohio Growth Summit kicks off bright and early tomorrow at the Small Business Development Center at Columbus State Community College.

Please be aware, we’ve had a slight change in plans.  Ben Blanquera will not be able to join us for the discussion.  Ben has used his personal brand to found Columbus TechLife, and has a very unique personal brand in that he balances his own initiatives with the high demands of being a corporate technologist at Progressive Medical.  Ben’s been called to duty at Progressive and needs to stay committed to his responsibilities there.  At any rate, his perspective will be missed, but we should all admire what Ben has accomplished in the area of personal branding.

I’d like you to meet a special guest, and a good friend of mine, who will be joining us for the discussion.  Meet Desarae Veit:

Are you attending the Ohio Growth Summit?

When you go to renew your driver’s license, do you say “yes” to becoming an organ donor?

It’s a hard truth to face.  Saying “yes” to that question means considering the idea that someday, something tragic might happen that could end your time in this world.  No one likes thinking about that.

But, in the end, you and I know that life is precious and fragile.  The one thing that we all have in common is that no one, not you or I or anyone else, can take anything from this world with us when we leave it.

A Good Excuse to Run

If you’ve been reading for a while, you know I like to run.  From working on projects like TweetMyTime to completing my first full marathon last year, running has become both a mental and physical release for me.

So when Rachel Lewis and Heather Blausey met with me over coffee and asked me to get involved with LifeLine of Ohio’s Dash for Donation, I jumped at the chance.  What better way to train, than to train for a race with a great cause attached?

Dash for Donation needs your eyeballs.  The race takes place in Columbus on July 10th, 2010, with a start time of 7 a.m. It features a 1/2 marathon run, a 5K run/walk, a 1K fun walk and a kids and mascots dash (that’s a short run for children 6 & under, which should be a pretty cute photo opportunity for parents).

I’m doing the half, and I’d LOVE for you to run with me (in any capacity).  If you are up for it, you can register HERE.

Need Some Motivation?  Look at These Numbers

In the interest of full disclosure, I lifted these stats from the Lifeline of Ohio blog.

(On a side note, Lifeline of Ohio is doing excellent work in using social media tools like Facebook to support their cause.  It’s a a solid case study example for all of you non-profit readers.)

The following statistics come from a random statewide telephone survey of 2,012 Ohio adults, conducted in January 2010, via Lifeline of Ohio, on behalf of Donate Life Ohio, and the Institute for Policy Research at the University of Cincinnati.  The numbers are staggering.

The results of the survey offer some insight into what prevents Ohioans from taking the steps to register as donors:

• 31% of Ohioans who said they did not want to donate organs, eyes or tissue after death said they didn’t think their organs would be useful, feeling that they were too old to donate or had health concerns that precluded them from donating.
• 66% of those surveyed said they have registered as organ, eye and tissue donors on their driver license – indicating that some Ohioans falsely believe they are registered donors.

The study also revealed that the common myths about organ and tissue donation are still prevalent:

• 28% of those polled believe that doctors are more interested in obtaining organs, than saving lives of organ donors.  This is the most common myth that prevents individuals from registering as donors. (The truth is that an individual’s status as a donor is only considered after everything has been done to save his/her life, and death has been declared.)
• 9% of those surveyed do not believe that an open casket funeral is possible after donation.  In fact, if an open casket was possible before donation, it will still be possible after donation.
• 6% of respondents believe that organ donation is against their religion.  Contrarily, all major religions in the U.S. support donation.
• While 31% of Ohioans who said they do not want to be donors think they are too old or unhealthy to donate, age and health are not prohibiting factors to donation.  The oldest donor (to date) was 92 and saved a life by donating a liver.  Individuals that have lived with diseases, like cancer and heart disease, have still given the “Gift of Life” after death.

[End Research Study]

Kind of disheartening, wouldn’t you agree?  I personally think that some of the reasoning behind folks not signing up for organ donation is a bit absurd, and maybe the result of a lack of education and understanding as to the intent.

Here’s a link to some facts and information on how organ donation actually works, how you can become a donor and three different ways to sign up.  Knowledge is the first step towards any change.

Ways You Can Help

So what do you think?  Will you help me raise awareness for Lifeline of Ohio and organ donation?

Would you please share this post with your network by ReTweeting it?  You don’t have to be an Ohioan to do this.

You might even share it with your Facebook friends.  It’s for a good cause.  Here’s a tip: for a little extra reach on Facebook, hit a status update between 7 p.m. and midnight.  Evenings are when the activity is highest there, because most of us like socializing at the end of the day.

If you are an Ohioan, we can be on the same team.  Would you consider taking the run with me?

For the past few months, I’ve had the privilege of partnering with Mike Bowers and Tonya Wilson, of the SBDC, on building out content for some of the event sessions Ohio-based small business entrepreneurs will partake in at this years Ohio Growth Summit.

The event takes place June 9th in Columbus, Ohio at the Columbus State Community College in the Small Business Development Center.

I’ve written today’s post so that you can meet the panelists for the BIG Personal Brand Panel that will kick off the event.  I’ve picked these 10 uber-sharp people because they are leveraging personal branding in a wide variety of ways – all of them driving their business efforts.

Please click here to visit the Ohio Growth Summit Blog and read the post there.

Cheers!

@nateriggs

A few months back, I gave props to Nick Jones, Dan Hoffman and my old friend Eric Leslie for some damn good storytelling, as well as artistic video work they were doing on a project called 6 Degrees of Dublin. While I won’t re-post that clip here, it’s what first put these guys on my radar in terms of their abilities in producing amazing video content.

It seems that we’ve spent the last few years sucked into a world where iStock Photo and bland, mass-produced videos have become the norm.  If you’re like me and believe that we are all participating in what I call the Digital Renaissance, then you probably believe that there is a strong movement and call to bring back the inherent artistry to the media we produce.

That’s a big theme behind what Nick and Dan do in their work at Columbus-based Palestra Creative.

I had the chance to point my own camera at these guys today and get their take on what’s changing in video and the style in which it’s being produced, particularly for the web.  My apologies for the crappy audio and the buzz in the background.  I’m still getting used to using my new Kodak Zi8 and experimenting with a few different external mics to find the right fit.  Back to the drawing board…

What’s most important is that you hear in what Nick and Dan have to say?

How are you approaching video for your blog or company, or even you personal brand?  Are you open to failure?

I’ve been focused on brand and communities this week.

Yesterday, we talked about internal customers (the people who work for your company) and how brand can be developed from the inside out.  Today, let’s look at external brand loyalists and an example of a loyalty program that, at the very least, keeps me coming back.

Here’s what I mean:

Treats vs. Staples

My office is a block down the street from Katzinger’s, a very well-known and wonderfully tasty delicatessen with great service.  That last link will show you some of the reviews that local spot has received on Yelp.  I’ve even written about the Katzingers before and some of the great experiences I’ve had as a customer.  It’s one of my favorite lunch spots in Columbus, and it’s closeby.

Yet Katzingers has become a lunch treat, not a staple.

The loyalty program at Subway, coupled with their $5 Footlong program is why I go back regularly.  It’s the extra hook that keeps my attention and places Subway at the top of my mind around 11:30 a.m. each day.  What’s more is that I’m not alone.  Go to your local Subway at lunchtime and check out how my people order from the $5 menu, and if yours is a franchise that buys into the card program, take notice of how many people approach the counter with their card in hand.  While I don’t have the actually statistics, it always appears to be a solid majority of the customers in line.

Make Loyalty Easier

Mobile is everywhere.  Apps are everywhere.  How could Subway enhance the customer experience of brand loyalists using an iPhone or Droid?  What type of functionality would be helpful to carry around with you in your pocket, in terms of visiting your favorite lunch spot?

I’d love to see a Subway iPhone App that not only let me check my reward points, but also allowed me to place my order in advance.  Building on the fact that I get the same sandwich from Subway on almost every visit (as brand loyalists often do), developing functionality that allows me to set up my order preferences would be huge.  What would be even cooler is if the iPhone App could tie into my Foursquare check-in data at the location and send the pre-populated content of my order preference to a monitor behind the counter – so that my sub was ready by the time I walked into the store.

Subway probably isn’t going to find a way to build a better tuna melt.  In my mind, there doesn’t seem to be much room to improve the product and keep the price in check.  Where they might be able to improve, however, regards the delivery of their product and the customer experience around receiving it.

What do you think?