Wednesday, June 9, 2010

Notes from 6/4/2010 - Crowdsourcing, Social Media, and More

From Mark Farmer and Duane Hobbs, who stepped in last week and led the OCA meeting...
The combination of rainy weather and a lack of parking (SVC had both a seminar AND a tree blown down in the parking lot) kept the meeting smaller-than-average level of attendance, but the attendees were top of their field and compelling!

Of discussion was:

Crowdsourcing: What it means to Creatives
Discussed that crowdsourcing DOES radically affect creatives. It is hard when you've spent years developing and honing a craft that was once highly valued, but is now becoming commoditized. Never the less, arguing against evolution leaves you with the dinosaurs.

Evolvers may find themselves:
- Becoming the in-house creative that -- rather then produces from start to end -- now manages crowdsourced resources, educating the company on what quality is, what is needed and managing the crowdsourcers.
- There will ALWAYS be a place for specializing: that is, becoming one of the top 5% at doing ____X____
- Joining in the crowdsourcing

Social Media Metrics: Quantity vs. Quality
With Social Media becoming more and more evolved and valued, the question remains: How do you MEASURE its efficacy!? There are ways to measure ROI, but all of these ways NEED to differentiate between *quantity* (how many connections, subscribers or followers, how many page visits, how many re-broadcasts) and *quality* (was the re-broadcast in a positive light -- "you have to see this, it's so cool!" -- or negative "Watch this: BP STILL doesn't get it!").

Quality often requires a different, subjective standard of measure, but frankly, is more important in social media, than quantity.

In discussing social marketing's strategy of strengthening relationships, Duane added in a profound observation that "Asking people for something often strengthens the relationship," and companies AND people can use that, by judiciously asking others for something they are easily able to supply (opinions?) and willing to supply.

Resume Review and the Job Search
Members spent time critiquing others resumes. Duane observed he felt he would be FAR ahead if "If I spent as much time improving my resume and asking people out to coffee to learn about them as I do in applying [for jobs]", a point well made: Your resume is ONLY "marketing" for YOU. A/B test it and actively solicit consumer (erm... prospective employer) market research on it's efficacy in marketing YOU.

Duane offered to be a guinea pig on this one, committing to reporting to the group in 3 weeks HIS results in asking at least 3 prospective employers to critique his resume.

What Help Do You Need!?
We ended with a recommendation Gayle Rose had made some time ago: By going around the room, each person announcing what help or connection they needed assistance with this week; the entire room brainstorming connections and tangible help.

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