We have seen the rise and fall of social media personalities, the introduction of new platforms and myriad changes to the large and familiar networks like Facebook, Google, Twitter, Youtube and LinkedIn. We scramble to stay abreast of the advances and to understand how they will impact our clients’ efforts to build business. There are so many times when I sit back, frustrated, wondering why the world is moving so fast. And how we can ever keep up.

Social is everywhere.

Social media has played a huge part in the political uprisings across the globe and in our ability to observe and share the stories that resonate. Social tools enable businesses and organizations to market, promote, hire, learn and grow. Social media allows non-profits to communicate with supporters, raise funds and educate the public. Individuals are using social tools in just about every way imaginable and some in ways we might not have imagined.

In Northwest Ohio the use of social media continues to grow and to evolve. 2011 was the year we brought the first Exploring Social Media Business Summit to town, a high level social media and digital marketing training led by industry expert, Jason Falls. It was the year we had our first local TED (Technology, Entertainment, Design) conference, with the very successful introduction of TEDxBGSU. The University of Toledo’s Third Annual Internet Marketing Conference included national speakers and experts Christopher Penn and Joe Pulizzi.

In Northwest Ohio, non-profit organizations like Unison Behavioral Health Group, United Way and Food for Thought have incorporated social tactics into their public awareness and volunteer organizing campaigns. Our traditional electronic and print media have embraced Twitter and Facebook in their daily communications. Small businesses across Northwest Ohio have begun to experiment with social networking. New blogs have been introduced and forums created. This is encouraging news for a region that still has many businesses and organizations who lack a basic internet presence.

I love it. I love the ever changing nature of our online social world. I love the excitement of trying to stay abreast of the newest sites, the updates, changes and additions. I am endlessly fascinated by the growth and evolution of the space and the incredible knowledge I gain from the people I connect with in social media. I am equally fascinated and troubled by the dark side of social media and watch it closely as it too evolves and grows.

It is easy to feel overwhelmed by the number of social networks, blogs, monitoring tools and related technology. Learning to understand them, to use them effectively, to be able to explain them to clients and prospects feels like a full time job. Today, social media is just one aspect of our vibrant, growing and interconnected online world. Today’s marketing and PR professionals must be comfortable, if not proficient, in related specialties like search engine optimization, online ad placements in Google and Facebook, working within WordPress, editing video and so much more. New tools are introduced almost daily.

And yet. The world remains unchanged in its dependence on human relationships. On people connecting with other people and sharing the things that matter to them. Social media enhances this immutable fact. So, as we move through the last few hours of 2011, let’s celebrate the close of a turbulent year filled to overflowing with change and excitement. And, let’s look forward to growth we will all enjoy in 2012.

See you in the social space!

TEDxDetroit attendees gather outside to form an "X"

Driving back from Detroit to Toledo through steady rain, we find ourselves going over and over the speakers and presentations we’ve just enjoyed at today’s event: the third TEDxDetroit. The event, described as an independently produced offspring of the annual TED, is a gathering of big brains and cool creators. TEDxDetroit is organized and staffed by Detroiters who passionately believe in the future of their city.

This year’s TEDxDetroit featured more than a dozen presentations from entrepreneurs, artists, musicians, educators, designers, scientists and technologists–each with a connection to the city of Detroit and a positive idea to share with the world.

Part of the fun of the event is not knowing the speakers beforehand. Who would have expected to listen to the founder of Baby Einstein talk about how she started her business in her kitchen, sold it to Disney and survived not one but two bouts with cancer? Who would have thought that listening to a professor from Wayne State talk about quarks, and the viscosity of the plasma within them, would be so riveting? And who would have known a nine year old entrepreneur could inspire admiration and steal your heart at the same time? I didn’t realize we are behind the rest of the world in robotics development and hadn’t given any thought to the finer points of selling cherries.

Bobby Smith, of En Garde Detroit, stole our hearts with his wry humor and passionate call for improvements in our educational system. Christina Keller, of Triple Quest/Cascade Engineering, provided not one but several inspiring examples of building businesses that give back and Veronica Scott, of the Empowerment Plan, told a compelling story of her experiences in learning to design and manufacture coats for the homeless.

One voice, a powerful voice, was missing. I hadn’t known that poet David Blair, someone I met at the first TEDxDetroit, passed away during the summer. He was a ferociously gifted individual and our world is the poorer for his loss.

And so we find ourselves reliving the experience on the drive home through the rain. Remembering how compelling Dr. Debenedet’s talk about the importance of rough housing was. Giggling at the thought of launching 1000 paper airplanes, marveling at the beauty of the violin music.

The prevailing message was of hope and excitement. Inspiration. Belief. Dedication. About all that life has to offer, all that we as individuals can do and about the fierce and intense belief in the future of the city of Detroit. Kudos to Charlie Wollborg and the team who have worked so hard to create another magnificent and inspiring event.

We’ll be back next year.

And, Elena? The food really was delicious.

Dell's Lionel Menchaca and Richard Binhammer with Jeremiah Owyang

Toward the end of the day yesterday the big news in social media included serious privacy concerns about the Facebook changes and Google Plus (G+) users’ new ability to share their Circles with one another. Yet my eye was drawn to an update in my news stream: Dell’s Richard Binhammer (or @Richard atDell on Twitter) was holding a Hangout later in the evening for customers who wanted to discuss certain product related issues. Hangout is Google Plus’ group video chat that allows up to 10 people to participate at the same time.

A customer service Hangout for people with questions. A creative and practical use of the Google+ Hangout and a perfect example of how brands can build online awareness and good will–today. Leave it to Dell. Michael Dell’s interest in using hangouts to provide customer service was reported in July but I hadn’t seen the post. I did notice Richard Binhammer’s update and made mental note of it. I would have loved to have had that kind of access to assistance when I was struggling with Dell computer issues a few years ago. I’m impressed that it’s available now. (Full disclosure: I am a member of the inaugural Dell Customer Advisory Panel (#DellCAP)and Dell has flown me in to Austin and put me up at sumptuous hotels. But they had no idea I was writing this and have not compensated me in any way.)

Twelve days ago I spoke at a PRSA event and made the case for getting involved with Google Plus right away, even before business profiles have been introduced; as a means of building relationships and learning firsthand how to use the new social network. In my presentation I described G+ Hangouts as offering real benefits to brands and cited the use of Hangouts as a collaboration tool, a way to conduct meetings and even as a tool to extend events with pre-event and post-event Hangouts between speakers and attendees. The next time I talk about Google Plus I’ll include Dell’s use of Hangout for providing customer service.

In the twelve days since that PRSA event Google Plus has opened to the public, increased its member base from 30 million to 50 million, renamed one of the G+ features (from Huddle to Messenger), added apps to take Hangouts mobile (for Android and iPhone users right now), made it possible to search within Google Plus, released its API code to all developers and now enabled sharing of Circles among users.

What will will the next twelve days bring?

Business profiles will be introduced in the near future, although when is anyone’s guess. Right now you can see Ford‘s test business profile and get a feeling for the features that will be included. And right now, if you haven’t already, you can join and build out your profile, play with the settings, visit a Hangout, try out the search function, share a post, use the +1 feature to show you like a post, admire the gorgeous photography people are sharing and even play a game or two.

While you’re there, you can use the search function to find customers, prospects, members of industry media, influencers, potential JV partners and create circles for each category. You can share information about your business or your organization and make some new friends. Come up with other creative ways to use the Google Plus tools right now. Try it. It’s sort of fun and will yield real benefits down the road.

Ask Michael Dell. He’ll tell you.

Do you find the prospect of using social media unnerving? Give us a call at 419.740.1262 and we’ll be happy to sit down with you and discuss your situation. Or, shoot us an email at info@allenmireles.com. You can find Allen on Google Plus, Facebook, Twitter and LinkedIn and connect with her there.

Photo credit: Dell’s Official Flickr Page

#DellCAP Group Photo courtesy of Dell

Last week Dell brought members of its inaugural Consumer Advisory Panel back to Austin to showcase the progress they had made over the past year. Dell formed its Consumer Advisory Panel (DellCAP) last year in response to customer complaints about issues ranging from product quality to customer support–and everything in between. The company hosted 30 Dell customers in Austin for two days. 15 who were unhappy with their Dell experience and 15 who were Dell evangelists. Dell executives met separately with both groups for long days; days filled with complaints, observations and suggestions for improvements.

When Dell approached me about taking part in their first Customer Advisory Panel I almost declined. I had been a Dell evangelist for many years but had had a frustrating experience with an XPS laptop that soured me on the brand. And yet…being able to share my frustrations with Dell directly was compelling. I accepted. So I was flown in to be part of the first group–those with negative Dell experiences.

The meetings could have been rancorous. Ugly even. As it was, it was hard. Hard to see people who obviously cared so much about the Dell brand hearing firsthand from the really frustrated customers. At times the tension mounted. And yet, before long, we had settled into a pattern of give and take. As unhappy as many of us had been before the meeting, as the day wore on we  began to work together–offering ideas about how to make things better. At the end of our sessions we felt drained but many of us felt very hopeful. We had met with people who were dedicated and invested in improving the quality of the Dell customer experience. We weren’t certain that Dell would implement the suggestions we made and we weren’t sure that Michael Dell would really support his company’s efforts to rebuild, but we were very encouraged. I was impressed with Dell’s willingness to listen to our complaints and to our suggestions.

Fast forward to last week’s event. Dell flew 13 of last year’s 30 DellCAP participants and three new attendees to Austin and put us up at the Westin hotel. We were greeted with whimsical hats and treated to a smörgåsbord of lovely foods and beverage. (Note: fresh mango mojitos are delicious. Who knew?) Mack Collier, able moderator of last year’s DellCAP days, led us in a live version of #blogchat, a form of discussion typically reserved for Twitter. We were joined by members of the Austin Social Media Club and I was delighted to meet a longtime Twitter, friend, Connie Reece, face to face for the first time. The #blogchat conversation was energetic and at times, passionate, which kept it interesting and entertaining.

DellCAP participants Ed Tittel, Claire Celsi, Allen Mireles and Michelle Brigman., courtesy of Dell

The following day’s session was a combination of discussion and show-and-tell from Dell executives. The entire day was video taped and streamed live online. We were encouraged from the outset to be candid and to share with our networks, using the #DellCAP hashtag. As the day wore on it became clear that not only had Dell been listening, they had implemented many of the suggestions made by DellCAP members the year before.

It was so exciting.

A year ago Dell had a social media team of only ten people. Today, the Dell Social Outreach Services (SOS) team numbers 70 and monitors conversations in eleven languages. The team works out of the Social Media Listening Center, which features a customized Radian6 monitoring system with six different large displays showing global mentions of the Dell brand in real time. I was entranced. It was like seeing into the future.

Dell Social Media Center, courtesy of Marketing Eggspert, Susan Payton

The Dell social media team monitors more than 25 thousand mentions of the brand name each day and directs issues to specific departments or experts as each require. One of the challenges of social media is finding the technology and people to scale effectively and it appears that Dell is doing this successfully now. As my new friend Ed Tittel wrote in his post for ReadWriteWeb, social media messages that request or merit a Dell response receive an acknowledgement or answer of some kind in no more than 24 hours. During the time we spent at the Social Media Center, several groups of executives toured the facility. Judging from their rapt expressions they had reactions not unlike mine. I had trouble concentrating after seeing the Social Media Listening Center and wanted desperately to get closer to the monitoring system and play with it.

We were joined by Michael Dell for 30 minutes of Q and A, which was also videotaped and has been shared online. Michael Dell seemed relaxed and welcoming and gave  thoughtful answers to the questions we peppered him with. It became very clear that he not only gets social media, he embraces it and has empowered his executives to act on the company’s behalf in their social networks.

We learned about Dell’s social media training programs, designed to educate Dell team members on its overall social media strategy, governance and principles, according to program director, Amy Fowler-Tennison. I had a chance to watch one of my favorite Dell people, Lionel Menchaca work at his station and then to have a quiet one on one conversation about his love of the work he does for Dell. His comment that he is having more fun than now he has ever had in his career with Dell was echoed by several other Dell employees during the day.

Since the inaugural DellCAP days last year, Dell has hosted DellCAP events in both Germany and China. To its credit it continues to seek and act on customer input about its products and solutions.

We concluded the day with more updates from Dell, more brainstorming and animated conversation and, as another surprise, “elote” (grilled corn on the cob with Mexican seasoning) eaten on a stick. I remember tweeting that I had never eaten corn on the cob in a business meeting before and was hoping the video cameras weren’t recording my stealthy attempts to remove corn bits from my teeth as the discussions continued.

When Mack Collier signaled the end of the day we were all surprised and even disappointed. In contrast to last year’s event where we felt drained and tired, this year we weren’t ready to stop talking. We were energized and excited and having a grand old time.

Dinner that night was on Dell at a delightful Mexican restaurant whose name escapes me. We were joined by the Dell executives we had spent the day with and the conversations continued. At the end of the evening, we regretfully parted ways and headed back to our rooms to pack and get ready to head home the next day.

Mack Collier and me at the end of our DellCAP session last week

Mack Collier’s moderation of the event added just the right touch of friendly, relaxed yet business like direction to the free flowing conversations. Director of Dell’s Social Media Command Center, Michelle Brigman’s, introductions and closing statements hit home in their grace and warmth. I enjoyed reconnecting with friends from last years’ event and meeting new friends at this one. I am not alone in feeling that the DellCAP participants are eager to continue to help Dell share the information about its programs and technology solutions and I look forward with excitement to watching the innovation continue.

Dell did listen. Dell is listening. And taking action.