Archive for May, 2011

To Bee or not to Bee?

Tuesday, May 31st, 2011
Written by: Drew Jones

I watched a flu-weakened Michael Jordan score 38 in the ’97 NBA Finals before nearly collapsing after the game. I watched Tiger Woods limp his way to victory in the 2008 U.S. Open at Torrey Pines. And I watched little Kerri Strug put away the Russians by sticking a one-footed landing in the Atlanta Olympics.

But the single most dramatic, gutsy, and heroic competitive performance I’ve ever witnessed was Akshay Buddiga correctly spelling “alopecoid” during his runner-up performance at the 2004 Scripps Howard National Spelling Bee.

On the back of that clip alone, I think it’s reasonable to assume that the Spelling Bee Final (Thursday, June 2, 8:30 p.m. Eastern time on ESPN) is must-see-TV. But I’ll go a step or three further.

The Spelling Bee is the single greatest televised competition of the year.

No, I’m not kidding. It trumps the Super Bowl, the Olympics, the Final Four or a World Series game 7. The Bee is the epitome of everything you could want in a televised sporting event. (Yes, I know spelling isn’t a “sport”… but don’t dismiss the Bee on those grounds). It never fails to deliver. Here’s why:

It’s crazy competitive. 275 spellers competing against each other for the title. Each advanced through a series of school, local, state and sometimes national competitions to get to D.C. They spent countless hours locked away in their rooms studying word lists.

It’s something we all did. Not all of us played basketball, or football, or ran track. But each and every one of us was dragged up in front of the class by a less-than-sensitive 5th grade teacher for our own moment of orthographic embarrassment. Thanks for the scars, Mrs. Reading.

The dreaded bell. How do you announce failure to an emotionally fragile, pre-pubescent tween? With a bell borrowed from the front desk of the Bates Motel, of course. The “ting” of that tiny bell cuts so deep.

Geeks on parade. Confession … I am a geek. And the Spelling Bee is a rare moment in the sun for my people. For one night the jocks and models and actors and actresses and politicians and pretty people take a backseat to a few dozen geeks in matching polo shirts trying to out spell each other for fame and fortune. This is beyond wonderful. (more…)

Does my B2B brand even belong on Twitter?

Wednesday, May 25th, 2011
Written by: Dan Johnson

Twitter is a different beast for many companies who are used to speaking to an audience instead of having to actively listen. Are you willing to be transparent and quick to respond to questions, concerns, or even criticism? It’s not just marketing, but may also include service/support and other aspects of your business. Now I’ll admit that I’m a big proponent of Twitter as a business tool, but it’s not required in your social media toolkit. These are some of the reasons why you may want to run the other way from Twitter.

“How much effort are we talking?”
Start small, maybe an hour a day, but be flexible so the time/resource commitment can expand if needed. I like to describe it as a culture of, “Oh, enough about me — how can I help you?” Twitter is full of smart and giving people once you learn how to find them. Notice I didn’t say “companies.” People in this space do business based on trust they establish with other people. That means you need to be willing and able to inject some humanity or authentic voice. If you have multiple people tweet on the same account, it’s best to append each message with initials, like, “^dj.”

“What will I talk about? Nobody cares what I’m having for lunch.”
It’s that personality thing: you can’t be all business, all the time. Shannon Latham of Latham Hi-Tech Seeds (@LathamSeeds) offered a great example of this at the recent 140 Conference in Des Moines. She forced herself to break away from a straight journalistic writing style on their corporate blog and tweets. It wasn’t until she worked in personal anecdotes and a few of her favorite recipes that she noticed more blog traffic, comments, and interest.

You don’t need to be an expert at the technologies — if you relate well with people, you’ll do just fine.

“I want to see what my competitors are doing on Twitter, but I’m worried if I follow them they’ll think I’m spying.”
Guess what? Everybody’s spying on Twitter. (more…)