Groundswell

Story of Digg – users posts the code to hack into DVD’s on DIGG – then Digg gets a cease & desist from motion picture association – so DIGG takes it down, but users repost the code en-masse – so DIGG reverses its position – saw that it couldn’t stop the Groundswell. “You can’t take something off the internet. That’s like trying to take pee out of a pool.” Other similar situations are Streisand effect – photos of her house she wanted taken off the Internet; video of Comcast technician asleep on the job; snakes on a Plane – user group takes control; the Other White Milk – Pork group tries to stop a breast-feeding group.

Groundswell is: “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”

ARTIST MANAGEMENT

I have always wanted to be an artist manager. That is the main reason why I came to Middle Tennessee State University. Music is my passion, and has been that way every since I can remember. It is the universal language, and it speaks to your soul. Everybody can communicate their feelings and emotion through song. Combining my passion with my skill, music and entrepreneurship, I came up with the career choice of artist management. I look up to Sean “P. Diddy” Combs, Russell Simmons, and Shawn “Jay-Z” Carter. Theses are all successful label heads now, and that is essentially where I would like to end up. Generally speaking a manager’s job is to anything necessary to further the career of the artist-client. An artist manager is a coordinator, advisor, negotiator, coach, psychologist, planner, promoter, baby-sitter, booking agent, and a friend to the artist. A manager must be on call 24 hours a day, but an artist manager is 25/8. They must be aware of what is going on in the artist’s professional and personal life. The manager is the focal point of hundreds of decision made daily. The manager’s judgment and ability to make the right decision at the right time can spell the difference between stardom and what might have been.

I had a great professor at Middle Tennessee State University, Paul Allen. He taught artist management as well as wrote the text book. He offered a lot of insight and advice.



Now I have started an independent record label, Pype Dreamz Muzic. We currently have one artist, Pulé. I hope to turn PDMG into the next RocNation or Bad Boy

What's the Buzz... Google Buzz

Since we and discussing the Groundswell, I would like to take the time and show how a new Web 2.0 innovation brought to us by Google, is Embracing the Groundswell. Google has launched it’s social networking site called Google Buzz. Google Buzz is a new way to start conversations about the things you find interesting and share updates, photos, videos and more. Buzz is built right into Gmail, so there's nothing to set up — you're automatically following the people you email and chat with the most.



Google launched Google Buzz on Tuesday, February 09, 2010, and they are already making improvements based on customer feedback. For examples of this please click here, Google Buzz Improvements, to see specific examples on things Google improved.

Groundswell Blogging

Tips for successful blogging
1. Start by listening. What do your customers want?
2. Determine a goal for the blog.
3. Estimate the ROI.
4. Develop a plan.
5. Rehearse.
6. Develop an editorial process.
7. Design the blog and its connection to your site.
8. Develop a marketing plan so people can find the blog.
9. Remember, blogging is more than writing. If you’re not getting a dialogue from your customers, your blog is not working.
10. Final advice: be honest. Make an honest assessment.

HP blogging case; developed a blogging policy first. The biggest benefit is that the company is now talking with customers who are in the middle of the funnel. In one instance, an HP blogger helped get the word out about a fix for a printer driver problem. In another instance, HP was able to respond to some trash talking by the CEO of Sun Microsystems. Groundswell authors recommend calculating the ROI of blogging efforts (and pretty much all activities). Don’t’ continue if you don’t think it’s going to pencil out

Listening to the Groundswell

Your brand is what your customers say it is. Listening is the key. Companies listen now through market research. Market research is very good at finding answers to questions. It’s just not so effective at generating insights. Surveys will answer questions you can think up but they can’t tell you what you never thought to ask. Two problems are 1. You won’t hear from everybody, you will only hear from people willing to talk and 2. Volume. Need to apply some technology to boil the chatter down to a manageable steam of insights. Two listening strategies are 1. Set up your own private community, and Begin brand monitoring-hire a company to listen to the Internet on your behalf.

Traditional marketing vs. Groundswell marketing

Traditional marketing vs. Groundswell marketing
1. Traditional = shouting (think mass marketing, public relations)
2. Groundswell = conversing
3. The Marketing Funnel

Traditional Marketing is talking TO customers where as Groundswell Marketing is talking WITH customers.

Techniques for talking with the groundswell
1. Post a viral video
2. Engage in social networks and user-generated content sites.
3. Join the blogosphere
4. Create a community

Story of management consultant, reading Engadget, sees video of iPhone being blended. Amazing! Decides to inquire and shocked to find this blender costs $399, but still decides to buy it. The video is the work of George Wright, director of marketing for Blendtec and is part of a viral video program and website called “Will it Blend?” (www.willitblend.com). Sales at Blendtec have grown by 20% as a result of this program. They don’t just have the videos; after the video, they engage customers in a conversation, sign them up for a newsletter, etc.

Knowledge Spiral

http://www.uky.edu/~gmswan3/575/nonaka.pdf

Socialization meaning that my feeling, my understanding, and my knowledge is shared and brought together, brainstormed, debated, and come to a consensus (collective understanding) peer discussion in order to seek the pure benefit. Externalization - from Tacit to Explicit meaning you articulate "conceptual" tacit knowledge explicitly through the use of such techniques as metaphors and models. Internalization, this is "learning by doing" (operational knowledge) and sharing mental models and technical know-how. True learning happens when the learner has internalized what they have taken in. Combination - from Explicit to Explicit: manipulating explicit "systemic" knowledge through such techniques as sorting and combining. For this to occur, the knowledge elements must "fit together." The starting point depends on the context, but there is a series of conversions. The role of technology plays a part in each portion of the cycle because in some cases it makes more sense to have technology.

Entrepreneurship Innovation

This can be applied for business as well as individual. I am an entrepreneur and I love it. These are somethings' I have learned.

What makes you successful is your willingness to learn or know more than others, coupled with your guile, humbleness, and execution. You have to have total respect for will for submission sometimes.

What makes others more or less successful than you is their willingness to listen, learn, and apply the opportunities they are presented with; along with work ethic and skill set. If you are more willing - it is likely that you are more successful and have a higher skill set. If you are less willing - then you know why you "are where you are" and not progressing as well...

Challenge yourself to take a risk sometimes, no challenges means you will not get any better. That is just like working out and lifting the same weights over and over. Nothing will happen until you step it up and push yourself to the next level. APPLY the action.

You may be surprised to find that you just FOUND your key to success hidden under a shroud of FEAR and RISK.

“If you're not failing every now and again, it's a sign you're not doing anything very innovative.”
- Woody Allen

6 Tips from Embracing Groundswell

This is a great chapter in this book. I really think that if you intergate both the organization's skill and the customer reviews you will take your company to the next level in innovation. These tips are from Chris Herbert, b2b specialist:

1) If you reach a level where you can embrace your customers do it! You have willing participants who want to help you shape your company and your products and services.

2) Culture kills Groundswell initiatives and it will kill innovation. If you don’t encourage open communication, sharing and taking risk by putting your ideas “out there” then embracing is not for you.

3) That companies must have succession mechanisms in place in order to ensure their Groundswell program is sustainable. Your management team must be a “groundswell team” and champion all efforts. Don’t leave it to one person to champion. I’m starting to see that some of the companies case studied in the book haven’t continued with their Groundswell initiatives. Loblaws, Credit Mutael and Snausages are three examples in particular. This appears to be because the key Groundswell leader left.

4) Embrace people within your company as well as from the outside.

5) You will start to see interesting ideas evolve and natural cross collaboration begin to take place. People will start to connect the dots with ideas and thoughts that you’d never dreamed of seeing. This is where innovation really starts to come to life.

6) Make sure your online groundswell activities are tied to in real life ones. Case in point. I can rank Presidents Choice products online but when I go to their stores I don’t see any signage identifying their products as “Consumers Top Choice”. What I see instead is “Even Lower Prices”. What exactly is Loblaw positioning their Presidents Choice Product Line as?

Twitter Marketing

Twitter is a sweeping phenomenon right now. We discussed Web 2.0 and Enterprise 2.0 in class last Saturday, but we didn’t discuss specific web sites. Twitter has come along and has now taken over the social networking sites. Accoding to wikipedia.com Twitter is a free social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers. Twitter has been used is businesses as a great marketing tool.

7 Ways Marketers can use Twitter according to Marketing Profs Daily Fix:
1. Extending the reach for those individuals or companies that already have a blogging strategy in place, and want to deepen or further ties. Good examples: Carnival Cruise Lines. The ScienceNewsBlog’s weather tracking updates. Andy Carvin’s PBS blog on education and technology.
2. Retailers announcing sales and deals. Good example: Deals on Dells. Blue-light specials at Amazon.
3. Increasing the ability for frequent updates to blogs or web sites or news. Examples: The NY Times, CNN, BBC, Adrants, and those of us here at MarketingProfs.
4. Building consensus or a community of supporters. Good examples: Presidential candidates John Edwards or Barack Obama.
5. Building buzz. Example: Scott Monty and CC Chapman introduce a new blog.
6. Updating breaking news at conferences or events. Example: Jeremiah at the Web 2.0 Expo. Forrester seems poised to use it to update happenings at its upcoming Consumer Forum.
7. Updating your network to shape your own personal branding.

Twitter has been very helpful in my business as well. I use Twitter Widgets. This is a marketing tool that adds real-time Twitter updates to any site. For my site I use it to update on class scheduling along with student/customer reviews. This adds credibility and also it gives potential students/customers relief to know that others have used our course and it work. Check it out: http://www.fastforwardtrafficschool.com/ . Also check out this video on Twitter Widgets and take your business to the next level.

Web 2.0

While Web 2.0 has been a huge hit with consumers, some businesses have been much slower to embrace it. Many companies, however, are now realizing the great potential of Web 2.0 and how Web 2.0 services such as YouTube, Twitter, and SlideShare can provide value to their organizations. See how businesses can exploit the power of Web 2.0 services while simultaneously improving workplace relationships. Empower your employees to share information that helps generate sales leads, aids in recruitment, and assists in strengthening your company's brand, image, and corporate identity. Explore business-oriented Web 2.0 tools such as LinkedIn and CrunchBase and the Web services and APIs that many of these tools offer, allowing their benefits to be incorporated into other applications. This is according to IBM.

Quality management/Process improvement

The reason why Quality management is such a hot topic is because the competitive advantage it provides to companies. Quality Management is a method for ensuring that all the activities necessary to design, develop, and implement a product or service are effective and efficient with respect to the system and its performance. Companies realize that in order for them to be successful and gain a profit they have to exceed customer's needs and this starts with Quality Management. Also, focusing on Quality Management will cut down on defective products and improve machinery and personnel efficiency. This leads to why process improvement is a hot topic. Process improvement is becoming easier due to the advancements in technology, but it is also becoming easier for companies to duplicate competitors product, which is harder from companies to gain a competitive advantage on it's product alone. Companies also cut cost by improving their products and the way they are being produced. and example of this is a company called VistaPrint, http://www.vistaprint.com/. VistaPrint is a company that offers customized marketing materials. They offer a selection of free things just for visiting their site i.e. 250 free business cards. VistaPrint used technology to keep cost low, make them more flexible, and eliminate waste. They combined similar products and printed them on one press and this allowed to receive a large number of small orders and print them cheaply and quickly.

Leadership! Where I want to be.

Now that I have concluded the graduate level leadership course I understand how to be a better leader, a better follower, what to look for in a leader, and the steps to take to keep progressing my leadership. Seeing as how I have just recently completed my undergraduate education, in May of 2008, in Mass Communication with an emphasis in Recording Industry Music Business and with a minor in entrepreneurship, I would like to start a career in those fields. I realized that continuing my education would benefit in becoming more successful with those career choices so that’s why at 23 years of age I decided to pursue a Masters Degree in Business Administration with an emphasis in Marketing. Within the next three years I plan on having a successful thriving business which I have already embarked upon, while also being known as one of the top, youngest artist managers in the entertainment industry.

In June 2008, one of my good friends, and now business partner, was issued a traffic citation by the Murfreesboro Police Department for speeding. A week prior to that his fiancé was issued a speeding citation by the Nashville Police Department, but she had the luxury of being able to go to traffic school to keep the ticket from going on her record. I suggested to my friend that he call Murfreesboro and also go to traffic school, and what he told me next would change both of our lives, hopefully forever. He said Murfreesboro does not have one and I hastily responded by saying I am going to start one. My main reason for taking this leadership course is because of my business. I am really pleased that I did because of the fact that leadership development is accomplished through experience, education, and self-awareness. Seeming difficult and somewhat out of reach for someone my age to start a traffic school, I reached out to someone. From taking knowledge gain in this class, he word be considered a mentor, the owner of the Nashville Traffic School. Also from this leadership course, I have found out what kind of leader I am, and my strongest qualities that will help me in my traffic school, Fast Forward Traffic School.

I feel as though I am a charismatic leader, but in a positive manner. My belief in myself really impressed my partner and got him on board to start the venture with me. When my business partner and I go to meet with the judges and city officials to start the business, they are naturally impressed by how I present myself and my charm and grace. From this course I learn the importance of credibility and that is something I lack as far as starting a business, so to make up for the lack of credibility I wanted this course to help me become a stronger motivator/inspirational leader. I really need that specific skill to motivate the “gatekeepers” to believe in me even though the credibility may be scarce. At this current time, the business is on an upward spiral and I plan on using all of the leadership skills that I have learned in this course to get my business off the ground, and within the next year and a half I want Fast Forward Traffic School to have a gross profit of $350,000 due to my leadership.

As I stated in the first paragraph, I want to be one of the top and youngest artist managers in the entertainment industry. An artist manager is essentially the leader of an individual’s career. In order for me to do this I not only need experience, but as I learned from this course I also need education. The key is being a great listener because as an artist manager I will be the driving force of their career and I have to understand where the artist wants to go with there career. While taking this course I have added an artist to my roster by the name of Pule’. He told me that he feels as if I am a superior leader so far, and I think the reasoning behind this is because now I understand how to be a great leader by understanding the follower and adapting to different situations.

Baldrige Survey

The statement that I would like to discuss is the first on, 1a. I know my organization’s mission. One of the main reasons that I know the mission is because I developed it along with my business partner. Not only do we, the owners, know the mission, but we also have it posted on our website, www.fastforwardtrrafficschool.com, so our potential customers can see what we are all about and what they can expect from taking our traffic school course. Our mission statement: Fast Forward Traffic School is here for you. Whether you have received a speeding ticket, want to lower insurance, or have a desire to improve your driving, we can “Fast Forward” you to your goal. Fast Forward Traffic School has AAA Certified Instructors that will accommodate your needs in a fast and efficient manner. We pride ourselves in being fun and friendly yet informational and educational. Fast Forward Traffic School takes driver safety to the next level. Since we offer a service we feel as thought it is essential to let the customers know everything about the company. That is also why the first sentence of the mission statement states, “Fast Forward Traffic School is here for you.”

Another statement I would like to discuss is 3c. I ask if my customers are satisfied or dissatisfied with my work. I feel as though this is a key advantage because word of mouth is a big part of our marketing. We take time in the beginning of the course to ask what are the expectations, and we do our best to incorporate them within our course material. At the end of the course we ask that all students fill out a course evaluation. This is a big help to us because it lets us see the specifics on what we need to improve on or what we do well and should focus on more. The customers are our main focus and their opinions about our work are key. We take heed to everything they say, and if it is not too ridiculous we try to implement their suggestions.

Data, Information, Knowledge, and Wisdom

What is data? (symbols) Facts (number/text) neutral, not relate to a specific purpose. It does not have meaning of itself. In computer parlance, a spreadsheet generally starts out by holding data. People can interrupt the same data in different ways.

What is information? (data that are processed to be useful)Information is derived from the data. Explaining what the data means from a particular point of view. There is a purpose that is user related.

What is knowledge? (application of data and information; answer “how?”) Knowledge knows how to convert data into information, also interpretation of data and information. It takes knowledge to even know how to collect data. Experience is also an example of knowledge. (Ability, experience, know how, something that you have learned). Knowledge is ubiquitous. Knowledge is some kind of problem and a decision that needs to be made.

What is wisdom? People can be both knowledgeable and stupid, but still have wisdom. They have some kind of perspective. How you use data, information, and knowledge in time/space. Wisdom level is limited. Space is one too many variables/perspective. Bounded rationality, Herbert Simon, explained wisdom in relationship to space and time. Settle with satisfying solution, limited in every way, accessibility, time, knowledge so we are bounded as human beings. Wisdom encompasses everything (data, information, and knowledge) being well rounded. It beckons to give us understanding about which there has previously been no understanding, and in doing so, goes far beyond understanding itself. It is the essence of philosophical probing.

Management Control System and how it is Utilized

Management control system is a system which collects and uses data to evaluate the performance of different organizational resources like human, information technology, financial and also the organization as a whole considering the organizational strategies; it also must be able to manage goals and results. It is an interdisciplinary focus concerned with management in achieving the best quality. The key elements of a management control system are measuring organizational performance, comparing the criteria of what is being done against company’s expectation, and procedures for obtaining and evaluating data. I read a case called No Excuse Management, by T.J. Rodgers, best utilized management control systems.

According to the case, Cypress had 1,400 employees, and each employee had to set their own goals and report whether or not they achieved them. Rodgers knew what data was being collected, who was collecting it, and how it would be generated and measured. By doing this Cypress effectively could research past goals to predict if they would meet future goals. The information technology that Cypress used was the center of this measurement. It gave Rodgers and Cypress a measure in percentage, numbers that were easier to compare, and the amount of goals that were becoming delinquent. T.J. Rodgers kept tabs on the probability by getting goals accomplished by having weekly staff meetings. By having these meetings and using such an advance system Rodgers could set solid criteria.

The performance appraisal process of the management control system of Cypress was identified as a problem and strategically solved. Cypress set up a way to keep the employees motivated as well as let them know how their performance was being tracked. It was a very intelligent idea for the focal groups, along with the reviews from the goal system to rank employees. Because of the direct relationship of performance appraisal and goal setting, Cypress was able to manage goals and evaluate their employees on a more efficient level.

What are some features of a "good" quality product or service?

In my opinion companies ultimate goal is to build customer relationship. To do this a firm must have a quality product or service. The delivery of superior quality begins with a solid understanding of the customers' expectations. Greeting customers by name, answering, the phone on the second ring, and delivering a mouth watering pizza within 30 minutes are all some good examples of quality standards that may, or may not, be achieved. A firm must be able to fulfill the needs of its customers better than its competitors. They product that the firm is offering must also exceed the customers expectations, but not just the product itself the salesperson play an important role in adding quality. The interaction among the customer, the firm's employees, and other and other customers will have an effect on the quality of the product or service.

From skimming through this video, http://www.youtube.com/watch?v=Pd_uRGy5RKY, I found a lot of good characteristics of quality which are technological (surface finish), psychological (taste), time oriented (reliability/availability), contractual (guarantee provision), ethical (courtesy/honesty). After reviewing all of this information like must of you have stated, a particular product comes to mind which Ford Mustang is. I am a proud mustang owner and I have had it for 6 years and it has not given me any trouble. Ford offers a service called "Auto butler" which is basically a free detailing service, once a year. I have also gotten rear ended, and need a new back bumper and ford fixed in within two days, and I expected it to take about a week. When you meet the customers' needs you have a good product or service, but when you exceed them you have a stand out product or service.