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- by Anirban Dutta, Web Producer

 

The technology has arrived, the talent always has been - Social media is the instrument to express ourselves and it could be the reason to get back to our hobbies. How hopeful is that?

 

We have often noticed travelers carrying their musical instruments on flights, on trains; like I never fail to notice the shape of a guitar case in the rush - they say you can at least see the object of your passion 3 times in a day, be it your favourite model of a car or someone carrying a guitar. During the waiting time musicians appear no different than the other passenger till he gets plugged in to his performance environment platform. But I always believed that it is the Heart of a romantic that really makes a musician, someone who can see life as what could be, spring up to an occasion that has yet not happened but is there for the taking. The musician has more reasons to be optimistic than not; because a tune or a beat really starts in the heart.

 

For an enthusiastic young music enthusiast Josh Wilson, a delay in his flight situation was his spring-to-the-occasion button. That was a reason enough to reach out for his guitar, a reason to perform.

Stuck in Newark airport Terminal C, the police were actually in the search for a possible criminal amongst the crowd, not something that sets you up in a Holiday mood. The wait was something like 6 hours as I read from one of the blogs. The atmosphere was sombre.

And here was Mr. Wilson, gets his acoustic guitar out and sings Hey Jude by the Beatles - and magic happens. The happy song with an iconic chorus broke the atmpshpere of tension and despair and converted the crowd into a joyful choir. Quoting the great Tommy Emmauel - "The guitar is a weapon of mass-construction" - the realization couldn't have been more appropriate.

Josh did something spectacular - he took a sad situation and made it better - Isn't it what Paul Macartney really wants to say?

Hey Jude don't make it bad
Take a sad song and make it better
Remember to let her into your heart
Then you can start to make it better

Catch the exact scene in this Youtube video - I bet you cant stop clapping and Sing "Naa Naa Na Nannanaa Naaa....... Hey Jude"

The video since its launch on Jan 3, 2010 boasts:

  • 182,640 views
  • 543 ratings
  • 283 comments

and coverage through hundreds of blog posts, tweets and news feeds in a span of 4 days. In fact the best part is the community that has built up, some of the comments on the post are directly from his audience suffering the gruel before Josh's instantaneous performance.

 

We continue to come across names who have made it big when they used social media to voice their thoughts:

United breaks guitars - Country song and Social media campaign whips Airline giant to action

 

5 Lessons Learned from the JK Wedding Entrance Video

 

This is a new era of hope for the enthusiast, you do not necessarily need a Grammy or an exclusive interview with Hello Magazine to be watched, you need YouTube.

 

Thanks for showing us the way Josh, you've taken away an excuse to crib when the times are drab.

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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- by Anirban Dutta, Web Producer

 

Thanks Blake for leading me on to this.

Whether I am blogging or coding I always am on music. The tunes lubricate my whole productivity mechanism.
This post is for those of you who like to groove while you work.


I became highly motivated from Alena's last post and decided to get myself rolling since my personal blogging outage.
So to get started I took a stroll around the hall with my ipod.

 

When at the gates of our Community, the first thing that you got to do is to get yourself registered as a user.

If you've arrived as an experienced community chief, there's high levels of action hormones flowing in your blood, we have an elaborate webform to ensure that your identity is well accounted for. A dose of Megadeth is already tipping your equalizer bars. Thrash metal is something I have always naturally attributed to the moment when you've crouched tight for a leap into the action ahead. You face your own music if your login credentials are verified to be inappropriate, so the song might as well be one of your die hard favorites.

 

Place to start is the Communities home page

I would consider this place as the concierge of the entire Community - you might expect an instrumental fill the air to complement the classic oak interiors, a Chopin, Beethoven, Paganinni or any the masters of concerto. This place showcases the building highlights - like the hotel floorplan. There is a Featured content section which gives you a contemporary pick of a video or audio podcast from the industry illuminaries.


First stop - the BMCDN room

"Welcome to the BMC Developer Network, where members who leverage BMC technology can find resources to solve critical business problems. This community provides forums, blogs, documents, and downloads that enhance the value of your BMC Software solutions."

 

This is a busy zone with lots of activitiy. I would rather compare it to the NY Stock Exchange.
There are games to play, party's to attend and forums to participate and you collect points for your engagement.
So nice chicken pickin country music a picture of floors always filled with scuffling feet.

 

About BMC Communities

"The About BMC Communities area is your place to find help, frequently asked questions and offer feedback on the BMC Communities. You'll also discover employment opportunities in the technology field."

 

This lounge is very contemporary because of its drapery of recent content where you have panels of Popular Tags, Recent Activity and a list of Top Participants for our Community which might suggest this place could have a lounge track like Alphawezen "Speed of Light", or a DJ shadow track

something that has a drone but also gives you a feel of being in progression with times.

 

The IT Management Community

"Welcome to the IT Management Community, where business and technology intersect."


This is serious stuff and Lots of it in the offering. This is the business center of the hotel.

This is the place to hang around if you want to keep a tab on the daily pulse of the IT business. So be prepared with your gadgets and a notebook when you are around here, music cannot be too much of a flurry - at the most I can suggest the ticking of a metronome or a basic instrumental instructional .midi file soundtrack. So you wont find lofty speakers around here.

 

The Thought Leadership Council

"The Thought Leadership Council is composed of individuals who are industry experts in a variety of strategic areas that impact IT organizations and their business customers."

 

So this is basically a room for great thoughts, this is our Spa. Sound of conch and wind instruments - this place would have the oriental ambience. This place is really the pagoda for industry knowledge so I'd imagine a backdrop of a Japanese garden and the music to go along with it.

 

Enterprise leadership

"Enterpriseleadership.org is a thought-leadership forum to help Global Fortune 1000 C-level executives improve their business impact of  information technology in delivering products and services to customers and other constituencies; enhancing improved business processes, and enabling of individual productivity and group productivity."

 

This is a place where the human intellect is music itself. As the site features podcasts, the audio-out of your sound system can only contain the wisdom of the great thought leaders of our industry, not to mention the intro and the outro bits to the podcasts. There are articles to read as well and if you are like me, need an excuse to swing to the beats, try some Buddha Bar, or new kid in the scene of lounge music - Ryan Farish - and let all the wisdom dawn in on you.

 

Solution Provider Portal

This is again a massive arena, it is a community in a community, like a China town within your city. Bustling with activity this place demands rich engaging music, the likes of John Mayer or a Stevie Ray Vaughn blues.


Technology Alliance Program

"(TAP) Private Community - where members who leverage BMC technology can find assistance in building solutions that solve critical business problems."

 

This is again a thought provoking room. Where ideas and technologies combine to give rise to new solutions. This place is much like the bar where bitters, fruit, soda, ice, sugar, honey, milk, are all mixed to serve new cocktails. A dash of Indian classical fused with Western to fire up your drink. You cannot tie down the ambience to a particular genre but that is the case when highly creative minds come together.

 

Partner Directories

"This Directory features the entire community of BMC Partners - Strategic Alliances, Solution Providers, Consulting Partners, Government and Education Partners, Technology Partners and BSM Certified Partners. The BMC Partner Network includes Partners with extensive IT solutions expertise and geographic coverage."
This place is the speciality restaurant with an elaborate menu. the offerings have been put together by years of culinary experience and is well structured in accordance to the orientation of taste. The theme to this restaurant should hence be pure and time tested. I'll leave this part to have the current track on your play-list. And if you are out of ideas, try some Tommy Emmanuel.


The BMC TV zone

This is the entertainment room of our hotel and has an engaging audio visual experience to what our partners and customers have to say about their experiences with BMC. So that is filling the room here. If thats not, Collective Soul is - let music be the reason

 

There is a growing collection of blogs, articles and podcasts that offer the richness of a Pink Floyd melody, lots of stuff to participate and engage in, forums to attend and trails to pick up. And if you want to get down straight to business, just whistle your favorite tune, tap on your desk, see how our typing habits has made us all into musicians of some extent. So when you feel like you've something to add to the burgeoning conversations in this place, just log on, hit that play button on your player and let your thoughts trickle like the notes of Musica.

 

Music is such an inspiration and pleasant insistent distraction; I enjoyed composing this post with words and music and I hope you have a tuneful stay at our Communities hotel.


Till next time, this is your DJ Anirban from BMC Communities, signing off.

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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- by Alena Hitzemann, Associate Web Editor

 

I attended a HubSpot webinar yesterday about how to use social media for business. It was pretty good- they made the usual points about social media as inbound marketing, the importance of measurement, Twitter best practices (link, link, link!), etc. in an engaging way. But I thought the highlight of the hour was the discussion about distribution and conversation.

 

If you think about it, distribution and conversation are the two main drivers behind all social media. People share stuff- distribute it- and talk about stuff- converse about it. Among friends, this is normal. One of my friends posts a funny picture or video to their Facebook status, I converse with them by commenting on it or "liking" it, then maybe post it to my own status to continue the distribution pattern (now I can even tag the referring friend in my status- sweet.)

 

In the business world, however, it seems that we sometimes forget the importance of completely integrating these two actions.

 

We're certainly good at distributing. Traditionally, we sent out press releases, mail out brochures, launch email campaigns and send newsletters. Nowadays we're encouraging RSS feeds, posting content to Facebook fan pages and tweeting out links.

 

We do ok with the conversation part as well. We host webinars with Q&As, attend tradeshows, sponsor live chats and participate in online communities. This is all great stuff. But frequently, the distribution and conversation go on independently of each other. And that's where we miss opportunities.

 

Distributing content is a great way to spread the word about your business. It generally builds awareness, and if it's valuable content, also builds a strong reputation. Same goes for conversation. Whether it's a helpful support experience over live chat or a friendly exchange at a tradeshow booth, a positive interaction will reflect positively on your company. And again: great stuff. But the kicker is that other people are doing that, too. What they're not doing is combining the distribution and conversation into a fluid process that enhances and bolsters both objectives.

 

Example #1: Twitter. Instead of just tweeting links to your own stuff, or just using it as a tool to chat, integrate. Retweet. Retweet with your own commentary, or a response to someone else's commentary. Ask questions. Point to collateral while asking for feedback, responses, comments, opinions. Thank others for RTing your stuff. Direct message brand champions. All of these things make you stand out from the crowd, make your links stand out from the crowd, and make people like you- which will make them much more inclined to engage with the content that you distribute.

 

Example #2: Blogging. Blogging can be a great tool for two-way communication. Use your own voice to talk about company content (that you've linked to, of course.) Add your personal opinion to a white paper, discuss a recent event, shout out to the great people you met at your last conference. Pose questions, beg for comments, be controversial- do whatever it takes to get the conversation going around the collateral that you want to deliver.

 

Example #3: Online communities. The Company Presence in online communities often sways one of two ways: answers every question with a link back to some database, or answers every question with an involved, individually written response. But serious impact comes from combining these methods. "Hey Bob, thanks for the question. It sounds like solutions X, Y and Z might help. You can get started by doing _____, but also check out these resources in our database (link, link, link.) Jim also had a similar question in Forum X, you might be able to find some information there. Have you tried ____?" This method makes it personal, offers specialized suggestions, but also points to distributed collateral... which saves The Company Presence time and grows the general awareness of all the company's great content.

 

These examples may seem obvious, but they bring us back to "easier said than done." It isn't simple to combine distribution and conversation in a thoughtful way- if it was, everyone would be doing it. But it certainly is worth it, which makes it worth keeping both strategies in mind.

 

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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- by Alena Hitzemann, Associate Web Editor

 

Sometimes it's hard to practice what you preach.

 

I, for instance, often preach to other BMC bloggers about blogging best practices. I evangalize on the importance of posting often. I tell them that once a week is a good goal (especially given busy corporate schedules) but more frequently is even better. I talk about the blog as a more casual forum that doesn't require a perfectly crafted essay, but should instead reflect your own voice (with good grammar, of course.) I use the words "brevity" and "succinct" a lot. I say that sharp, brief and original thoughts are often better than long, drawn out treatises, particularly if you can produce them quickly.

 

And yet here I am: my last post almost a month ago. I'm not doing so well on the brevity front, either.

 

I'm pretty sure I'm not alone in this boat. Work gets busy, and the work that you want to do isn't always the work that you need to do. It appears that walking the walk is slighly more challenging than talking the talk. But I'm a Gen Yer, and we're an idealistic bunch. It's very important to me to balance those wants (read, write, think) with the needs (8 million other things.) So I'm buckling down, determined to follow my own advice and heed the recommendations that I so glibly dispense.

 

That is the What: write more often, be more succinct, practice what you preach. But what about the easier-said-than-done piece? What about the How?

 

I've been trying to come up with ways to get it done. Here are the steps that I'm hoping to follow for more consistent and efficient blogging.

 

  • Write when your head is clear. Do you think best in the morning or afternoon? When do your ideas hit, when do you feel energetic and articulate? Notice when your brain feels particularly sharp and capitalize on it. It will be easier, faster and more fun to write during those times.

 

  • Block off time. Put it on your calendar, mark the time "busy" and make yourself stick to it. Yes, other things come up. But holding time for blogging sends the message to yourself and your co-workers that this is an important activity. In turn, you will garner more respect for your blog, build it into a more respectable space, and respect yourself for your diligence and brilliance.

 

  • Be spontaneous. This is the flip side to "block off time." If you come across a news article or blog post and really need to express your opinions on it thisverysecond- make it happen. Your passion and enthusiasm will come through, plus timely posts are more naturally viral.

 

  • Use metrics. Following your number of hits, visits, views, comments, etc. can be a great and addicting motivator. High numbers? Awesome, don't want to let down your readers! Low numbers? Better buckle down and build that fan base.

 

  • Repurpose. Take advantage of your other projects. The research that you did for your boss, that report that you just put together, your most recent ppt... they all contain information and ideas that will be valuable to your readers, too. You did the work, make it work for you.

 

  • Take notes. I'm a sucker for forgetting great ideas that pop up at random times. To combat this, I've started scribbling down nuggets of insight whenever they strike and keeping all the scribbles in one place. Looking through them reminds me what bulb went off during that last meeting and how it connects to the post I've been writing in my head.

 

  • Step away. If you're struggling to find the right words or clarify an idea, take a break. Have a snack, walk around, do something else. I often find that when I return to the screen, my thoughts fall quickly into place. (This works for crossword puzzles, too.)

 

  • Get inspired. Feeling flat? Spend some time looking for things that set off a spark. Really think about the information you're consuming- your favorite blogs, news sites, podcasts, good music, a chat with a friend, whatever- and what that information means to you.

 

  • Connect work to life. And vice versa. Thinking about concepts through various lenses often effects particularly interesting results. Plus, your readers want to know who you are as a person. Sharing things about your life or your work with your audience will help them understand the many angles of your writing and your personality.

 

And most importantly...

 

  • Set goals... and it's corollary, keep them. Say you're going to blog twice a week. Write it down. Add it to your other professional objectives. Tell someone about it so you feel accountable. It helps, I promise.

 

Ok- that's my list.My goal is to blog twice a week, starting next week. This is the part about telling people to make yourself accountable. Let's hope I can keep it up.

 

What are your tips and tricks for staying on the blogging ball?

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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- by Alena Hitzemann, Associate Web Editor

 

"Thought Leadership" is an interesting concept.

 

It's one of those buzzwords that seems quite evocative and important; what marketer, after all, doesn't want to lead people's thoughts? But by definition, it's also ephemeral. Anything related to how people think, process, and absorb information can't be easy to understand, or easy to do.

 

I discovered this for myself this week, as I researched the idea and practice of thought leadership. BMC has a Thought Leadership Program, a Thought Leadership Page, and a Thought Leadership Council- all of which are ready to embrace Web 2.0 to expand and further their influence. Enter our Web Strategy team. I've been thinking about what "thought leadership" really means, its best practices, what channels it can and should leverage, and how to integrate it into a greater social media plan.

 

This is a big concept and a big conversation, and like I said, it's only been a week. But I've started to condense the ideas and suggestions that I've read into some bigger buckets which seem to capture the keys to thought leadership success.

 

 

1. Provide what users need and want, not what you want to give them.

    • Don’t advertise!
    • Tell them relevant, informative things they don’t already know – educate them
    • Help them solve problems in new ways – be helpful in addition to valuable
    • Produce quality content

 

2. Be innovative.

    • Promote forward-thinking, “out of the box” ideas
    • Identify what the competition is missing and address it
    • Be creative in as many ways as possible

 

3. Communicate.

    • Use a consistent, unique and confident voice
    • Convey personal passion and market insight
    • Practice two-way communication – ask questions, listen and respond
    • Admit when you’re wrong and work to improve

 

4. Build a reputation.

    • Identify your target audience and speak to them, not the whole world
    • Align industry trends with user and business needs
    • Be generous with your insights, ideas and resources
    • Aim to sustain leadership once obtained

 

 

I'm sure there are many more. I intend to learn how to use these ideas to really make a Thought Leadership program sing- I'll keep you updated.

 

Helpful resources on building thought leadership:


Thoughts on Thought Leadership

 

Thought Leadership Alone is Not Enough

 

13 Essentials for Thought Leadership Marketing

 

How to Use Thought Leadership to Build Brands and Nurture Leads

 

Build Thought Leadership Through Social Networking

 

Building Thought Leadership Online: The Power of Recognition

 

5 Tips on Becoming a Thought Leader

 

 

 

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.

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- by Anirban Dutta, Web Producer

 

The news has opened the lid off one of my red-hot beliefs, something I'm fiercely protective about - The human race is NOT getting any less creative.
History has an awe-striking power and I think we sometimes find it easier to believe as superior, characters or events which we have not experienced in person.
Somehow if that event dates back to the black-n-white era we tend to submit to the awe more easily - I don't know if any of you've felt the same way? We feel as if events and characters are not quite as astounding as they used to be. With all my love for history I still hold out against this white wash monopoly of the yester years.

 

My youth, I often find myself in a duel of the generations, a revered commander of his times, my respected adversary hurls commentary about our generation Y (Gen Y defining blog by Alena)- branding that it is going no-where in terms of creativity and adventure. The battle horn has blown for me and the backdrop is this photo attached - Prise de la Bastille, by Jean-Pierre-Louis-Laurent Houel (Storming of Bastille prison) and I hurl myself like Achilles toward Hector engaging in the fiercest of verbal battles in contemporary martial history.

Prise_de_la_Bastille.jpg
Although when the dust settles, not much differently than most debates, the two warriors still vehemently hold on to their respective ideologies, as un-touched and clean as James Bond's suit after a fight - news such as this definitely gives me chances of a meatier punch.

 

The French Revolution, written by Matt Stewart, is the first novel to be released on Twitter!!!

You can follow the novel here.

 

Matt's story is highly interesting and quite inspiring for the creative community.

He says: "My agent submitted The French Revolution to all the major publishing houses. Many of them loved it, but none were willing to buy what they viewed as a "risky" novel--vivid language, elements of fantasy and farce, raunchy humor. What better place to take risks than Twitter?" in his blog.
Reading the last line again - The publishing houses didn't want to buy his story so he took to Twitter - one of the most powerful social media tools on the web today and wow! Dramatically choosing July 14, Bastille Day, he has started tweeting lines off his book every 15 minutes.

Today he has posted 746 tweets and at this rate he would take 39 days to complete his Twitter novel. He has 984 followers already before the book is published!

 

What does this mean?

  1. As social media facilitates collaboration and instant feedback, Matt and his followers can discuss the plot together. He could seek inputs and merge views to form the final product. This book could be the first collaborative literary work in the world where the author's followers could literally co author a novel.
  2. This exercise would automatically create his own community of readers and followers and coupling it to the Social Media power we know how the business can viral into a wildfire.
  3. By being his own publisher he can really be limitlessly creative. When Sylvester Stallone decided to make Rocky in 1976, no producer would believe that he could play the lead role. The studio that finally decided to make the film, made it for only $1.1 million and shot relatively fast in 28 days. And the rest is now history.


You know what am I getting at. Powered with Twitter and Youtube to tell his story do you think Stallone would have really cared to beg for his movie being made to the producers, being Rocky, I dont think he would have? If no producer cared to back his endeavours, all Stallone would need today is a Web Producer friend in me to start the fire.

 

I do not think that creativity has taken a back seat, it is like undermining the potential of the human being, which would be sin.

200px-Tagore3.jpg

I think had Tagore been around today he could have started micro-blogging proses of Gitanjali. Raphael could have published School of Athens on Flickr, Einstein could interact and share his wisdom through wikis.
It is the ways of expressing art that has changed, opening new avenues of possibilities undreamed of before and the creative would always make his mark.

 

14 July or more commonly le quatorze juillet ("14 July"), Bastille Day, a highlight of the French Revolution may have one more reason to be remembered - A Social media revolution, the first novel authored through collaboration and sharing.

We all remember the The Gutenberg Bible being one of the first books printed in Europe, the book that marks the start of the "Gutenberg Revolution" and the age of the printed book - with today's Social media capabilities this could mark the age of the micro-blogged book.

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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- by Alena Hitzemann, Associate Web Editor

 

In Anirban's last post, he commented that "communication is universal and very fast if we use the proper tools." How true. The United Breaks Guitars example clearly shows the power of universal feeling, the way that content can catch fire when it resonates with a wide audience who can relate, understand and empathize.

 

Another viral video is now demonstrating the same point in a different way. The JK Wedding Entrance video has nothing to do with flying or guitars or bad customer service, but it too has struck a cord with the online population, becoming an overnight hit and landing its stars on the Today Show. Not bad for a home video originally intended for family and friends.

 

If you haven't seen it yet, check it out- it will bring a huge smile to your face.

 

 

This video has received almost 13 million hits on YouTube in a little over a week. This is the kind of viral exposure most social media marketers only dream of. Talk about creating awareness and positive brand equity; J(ill) and K(evin) are suddenly household names and faces that everyone loves. And it isn't just the fluffy stuff. The folks at Google, Amazon and Apple have figured out how to benefit financially from the video's success, making it a case study for YouTube's monetization model. There's even a spoof that's making the rounds (really funny, btw.) This is the whole package of social media success.

 

So, how do we apply the success of this video to our own social media endeavors? What can we learn from JK and their entourage?

 

1. Make people smile. Obvious but true. The wedding video takes this to an extreme with its outpouring of joy, but I'd venture to say that people like to smile when they're going about their work day as well. Maybe it means writing a humorous blog post, adding a slide with a funny image or comic to your Powerpoint presentation, or passing along a joke on Twitter. Smiling is good and makes people like you.

 

2. Be creative. One of the reasons that the video is so successful is that it's unexpected. Instead of a somber old wedding procession, we get wacky dancing. Mixing up traditional norms is rarely a bad thing; even when it doesn't work as expected, it shows that you're willing to branch out and take a risk.

 

3. Break the stereotype. Brides are expected to be prim and proper. IT employees are seen as techy and boring. Jill shattered any preconceptions by escorting herself down the aisle, pumping her fist and joyfully launching into marriage. Do the same by expanding beyond the restrictions of your role and make your online conversations show who you are as a person.

 

4. Be relatable. Everyone has been to a wedding. Everyone knows what it feels like to truly have fun with friends. The video touches on events and feelings that everyone can understand, which makes its target audience almost limitless. Creating content and communications that also relate to a wide variety of people will significantly increase the potential to go viral.

 

5. Practice. While Jill and Kevin claim that their group only had one actual rehearsal, I'm willing to bet that those bridesmaids were practicing their moves in their living rooms long before the big day. Practice really does make perfect, or at least makes you look like you know what you're doing and you're good at doing it. Getting the hang of Twitter, using Facebook for business, blogging, commenting, joining discussions... all of these activities take time, patience and diligence to really understand and do well.

 

Why do you think the JK Wedding Entrance video took off? What other lessons can we take from its success in the business world?

 

 

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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Read a story of how a mortifying travel experience of a musician could turn into a handsome charity through a country song and a few clicks along....

Dave Carrol, lead singer and his Canadian band Sons of Maxwell were travelling to Nebraska on tour.

They were flying on United Airlines and Dave sees his guitar being manhandled by baggage handlers right in front of his eyes on the tarmac - A $3500 710 Taylor guitar.
He complains to the crew, they ignore him.
He complains to United Airlines about now broken guitar, they did not take any responsibility.
He follows up consistently, with representatives at various levels in the airline - his claims falling to deaf ears - this goes on for nine months.
He holds fire, manages to hold on to his sense of humour and writes a song about the misery at the end of this gestation period of anger and frustration
This is the incredible step - He makes a video and publishes it on youtube powering one of the most famous social media libel suits in modern times.

united-breaks-guitars.jpg

 

The shocking scene of seeing his instrument being manhandled is humorously described by Dave in the lines of his song - United breaks guitars (video).

I flew United Airlines on my way to Nebraska
The plane departed, Halifax, connecting in Chicago's "O'Hare".
While on the ground, a passenger said from the seat behind me,
"My God, they're throwing guitars out there"

The band and I exchanged a look, best described as terror
At the action on the tarmac, and knowing whose projectiles these would be
So before I left Chicago, I alerted three employees
Who showed complete indifference towards me

 

Dave replies to United Airlines's continual denial to his claims in his blog:

"In my final reply to Ms. Irlweg I told her that I would be writing three songs about United Airlines and my experience in the whole matter. I would then make videos for these songs and offer them for free download online, inviting viewers to vote on their favorite United song. My goal: to get one million hits in one year."

 

Here is a social media savvy musician who absolutely is sure of what he is talking about; however United Airlines again didn't take that seriously - Only to be forced to respond after the video gets 50,000 hits in 1 week of its launch and over 2,000,000 hits since the video was published this July 11th, 2009.

The song became a rage and provided a voice for similar United/other airline negligence inflicted audience in a cool country groove.

Check out the story.

 

Moreover the song has kicked off a major branding trade and you have forums filled with people talking, millions of subscribers on youtube, Downloads available. Also available "United Breaks Guitars" printed T-shirts on sale.

Taylor guitars profited immensely from the buzz, folks at Taylor contributed freely to the forums and Taylor replaced Dave's guitars for free.
The video was soon covered by CNN, LA Times, Chicago Tribune, San Diego Union-Tribune and many more.

 

The movement got massive PR coverage and is reported to have taken a blow to the share price - for damage control they've agreed to contribute to a charity of their choice - Dave says on his message.
"United will donate $3,000 to the Thelonious Monk Institute of Jazz for music education for kids," a spokeswoman said from the airline.
The airline has also asked Dave to use his video for internally training staff for better customer service - can you beat that?

 

We've all faced indifferent attitude and denial from service providers in our life often resulting in frustration and anger. If big fish like United is thick skinned to our claims and outcries, Suddenly you are not just a helpless guy with a laptop - The next door blogger just got bolder. Coverage can run wild though clicks and there has never been a more powerful tool to raise voice. With a little bit of creativity to channelise our juices the web offers powerful ways to move petitions, which could wrap the world over over-night such as this.

 

Communication is universal and very fast if we use the proper tools.

 

Check out Twitter's petition tool and many more online petition tools.

 

The 'United breaks guitars' wave gives us another strong reason to renew our faith on social media and reassess our understanding of its reach and scope. Now we have a strong citation on how video sharing, collaboration and such viral social media activities can really take marketing campaigns way over full throttle!

Social media can achieve in weeks what conventional media and forms of advertisement can achieve in years. Right here we have a measurable case study.

 

I feel doubly proud of this, firstly as a Social Media activist I can't bridle my excitement of being in the trade and secondly, being a guitar player myself, I would second the fight for a broken Taylor guitar - I'm happy Dave could get even.

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.

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- by Alena Hitzemann, Associate Web Editor

 

Today, Twitter posted "A Special Guide" to using Twitter for business. This is interesting for a variety of reasons: is it prefacing a change in Twitter's business model? Does it mean they are directly targeting businesses, and how will that affect Twitter's use? Will this information increase Twitter's adoption by businesses? Are they just trying to be helpful?

 

I'm not sure. But reading the article reminded me of my early days in "professional" social media (ie, not just facebooking for fun.) When I joined BMC's Web Strategy team last summer, I wanted to get up to speed as quickly as possible. I spent significant amounts of time Googling around for resources on social media for B2B, and surprisingly, didn't find all that much. The variety of information has grown quite a bit since then, but I find that compared to B2C, the less-sexy B2B still frequently gets the short end of the stick.

 

So, for this week's Friday Round-Up, I decided to pull together some of the resources that I did find. This list specifically addresses B2B case studies, which I think are particularly interesting and helpful. They're out there... it just took some digging to find them.

 

 

Big, comprehensive lists:

 

MarketingProfs list of Social Media Case Studies – these are largely B2C, but some good B2B examples are thrown in as well.

 

A List of Social Media Marketing Examples – Peter Kim’s extensive list of companies using social media (includes some B2B.)

 

 

Case studies from Social Media B2B (great general resource for, well, Social Media B2B):

 

B2B Social Media Example: Siemens

 

B2B Social Media Example: ArcelorMittal

 

B2B Social Media Example: Boeing

 

B2B Social Media Newsroom Example: Scania

 

 

Additional specific case studies:

 

Business.com Case Study – first-person account of how Business.com implemented social media tactics.

 

B2B Case Study: ShipServ – concise account of ShipServ’s goals, challenges, strategy and tactics.

 

SAP: A Company Transforms Itself Through Social Media – in-depth, detailed look at SAP’s social media program.

 

Case Study: CME Group – links to Allan Schoenberg’s experience with social media in the financial services sector of B2B.

 

B2B Social Media Marketing Benefits in the Eye of the Beholder – first-hand look at social media efforts by a small business, Winning Workplaces.

 

Social Media for B2B – includes high level look at HP’s use of social media.

 

Lured in by Social Media: An Unofficial B2B Case Study – Beth Harte recounts her experience with HubSpot; an interesting perspective for a social media case study.

 

Inside the Grasshopper Invasion: Social Media Lessons from a Bug – look at Grasshopper’s successful social media campaign.

 

How to use social media for lead generation – Brian Carroll’s B@B Lead Generation blog; effective summary of Marketing Sherpa case study only

available to members.

 

B2B’s Social Media Superstars – top five B2B companies making a splash in social media (and for good measure, check out the five worst B2B social media screw-ups.)

 

 

Twitter for Business Case Study Series:

 

@B2BOnlineMktg  at 30 days

 

@B2BOnlineMktg  at 60 days

 

@B2BOnlineMktg  at 90 days

 

@B2BOnlineMktg  at 120 days

 

 

What did I miss? Any other B2B examples of successful social media programs? Please share!

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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- by Alena Hitzemann, Associate Web Editor

 

I am in the process of buying my first home. Exciting, right? Also nerve-wracking and scary and confusing and exhausting, but mostly really exciting. Talk about learning curve- the last couple months have been similar to my first months at BMC. It's a whole new vocabulary, complete with acronyms, jargon and legalese... plus, they make you do math! Truly shocking, although I do now feel a sense of pride when I casually throw around terms like "loan origination fee" and debate the relative merits of fir v. oak for hardwood floors. I am also full of real estate cliches and catch phrases passed down from our agent. The most important of which, of course, is:

 

Location, Location, Location.

 

So that is the context for my brain right now. Everything, including work, is somehow filtered through a real estate lens. Which is why, I think, I had a very interesting thought the other day when perusing some best practices for blogging. Across several articles, the most consistent and emphasized advice was:

 

Link, Link, Link.

 

A light switched on. The L word repetition. The insistence of importance. My mind conjured old SAT analogies:

location : real estate :: linking : blogging. But how exactly did these ideas connect?

 

And then it struck me: community.

 

Location is the holy grail of real estate because of community. I suppose it also encompasses the size of the lot and the pretty trees out front and the proximity to a park, but really, it's about the people and the way they interact with each other in that space. It's about friendly neighbors, a welcoming vibe and a comfortable environment- who cares if there is a park a block away if no one goes to the park, or even worse, the people in the park make you feel unsafe? "Location, Location, Location" holds true because our feelings about community don't change. We want to feel welcome, we want to feel comfortable, we want to feel like a part of our tribe.

 

I think linking brings the exact same thing to blogging. It demonstrates community.

 

Linking shows that you're a willing participant in something bigger. That you're paying attention to what people in your community are saying and that you respect them; you want to promote their ideas, engage with their opinions and encourage others to do the same on your turf. It's chatting over the fence, giving your neighbor a good recipe or even sharing some gossip (community, of course, isn't all sunshine and kittens.) A blog without links is the guy across the street who never waves when he walks to his car and doesn't pick up after his dog. Links are the social currency of the online world, the recipes, the gardening tips, even the slander. They engender the exact feelings of the perfect location: A link-friendly blog, like the home in a good location, is part of a community.

 

What do you think? Are links always the blogger's tools to build and grow, or can they backfire?

 

(And believe me, I know that there aren't any links in this post. I think it's my first one without them. Embrace the irony and wait for Friday's Round-Up.)

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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- by Alena Hitzemann, Associate Web Editor


One of the most challenging and enjoyable things about working in IT is the learning curve. There is always so much to learn. I think mine has been particularly steep, coming from a decidedly non-technical background, but I believe that everyone in the industry needs to stay perpetually on their toes to keep up with the quickly changing world of technology.


For example, one of the current buzzwords in BMC-land and in the online world is Cloud Computing. Suddenly, Cloud Computing is everywhere. I'm in meetings about Cloud Computing, promoting podcasts on Cloud Computing, creating a new Cloud Computing Community, and seeing the phrase pop up all over my Twitter and iGoogle pages. When this first started to happen, I just played along. I could do my job without a complete (or, umm, remote) understanding of what Cloud Computing actually meant, so I did. But eventually I decided that having only the dimmest idea of what I was marketing probably wasn't that smart. So I started digging around.


Of course, I started with Wikipedia. which says:

Cloud computing is a style of computing in which dynamically scalable and often virtualized resources are provided as a service over the Internet.[1][2] Users need not have knowledge of, expertise in, or control over the technology infrastructure in the "cloud" that supports them.[3]


Ok, fine. I guess I understand that. But I wanted more, so I found a couple other articles that explained it more clearly (see list below.) But I still wanted more- I wanted context. I wanted these definitions and discussions of a pretty ephemeral topic to mean something to me.


So I started Googling around for Cloud Computing and social media. Bingo. Here were the articles that piqued my interest, taking a really big concept and breaking it down in terms of specific ideas, implications and use cases. Turns out the Cloud is extremely relevant to social media. All these years that I've been Facebooking- I've been using Cloud technology! But what I found even more interesting were the ways that various organizations are using Cloud Computing to further internal communication and collaboration. It intuitively makes sense to me that centralized, virtualized space is key to a large number of people effectively working together. This is social media at its finest- not just a podcast or video that might become "social" IF people choose to interact around it, but a true network of engagement and interaction. Wow. Pretty cool stuff.


For this week's Friday Round-Up, I'd like to pass on the information that helped me understand and contextualize this fuzzy, fascinating Cloud. Enjoy.


What the heck is Cloud Computing?


One Year or Less: Cloud Computing from the 2009 Horizon Report – great overview of what “cloud computing” actually means and how it impacts business, education and media.

 

Five Truths (or Lies) About Hosting in the Cloud – Cloud Computing rumors and myths debunked.


 

How the Big Guys are using the Cloud:

 

The Intersection of Social Media and the Cloud – insightful look into how the big players (Microsoft, Google, Sun,  Amazon, Apple) are incorporating the Cloud into their strategies

 

Intel Chip Chat: Cloud Computing – podcast with Intel’s director of Cloud Computing.

 

 

Cloud Computing for social networking and collaboration:

 

How Cloud Computing Will Change Business – BusinessWeek provides several examples of companies using Cloud technology to connect and make business run more smoothly.

 

Social Networking and Cloud-based Collaboration Tools – quick look at how cloud-based applications are changing and will continue to change corporate collaboration.

 

Avon Calling: Cloud Computing Social Networks – how Avon has used the Cloud to connect its diverse and dispersed work force.

 

Cloud Computing Enhances Enterprise Development – an IBMer explains how the Cloud enhances development and test groups in the enterprise.

 

Government Social Media Reputation Management in the Cloud - discussion on the implications to accountability that stem from using the Cloud.



The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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- by Alena Hitzemann, Associate Web Editor

 

Two weeks ago, a fifteen year old Londoner named Matthew Robson began a fortnight-long work experience program at Morgan Stanley. He was placed in the media and internet research team, given a list of tasks, and told to go get 'em. One of those tasks was to compile a report on how teenagers, his peers, consume media. He wrote it in a day. Less than a week later, the press, the twitterverse and the blogosphere are all abuzz with the implications of the "revelations" contained in Matthew's report, How Teenagers Consumer Media.

 

The UK Guardian trumpets the "flurry of interest from media executives and investors" caused by the report.

 

The Times calls Robson "the talk of Tokyo, Wall Street and the City," and claims that "Fund managers, CEOs  and analysts are poring over his report."

 

According to CNBC, the report's "striking claims" are "making waves among media executives and investors."

 

Bloomberg.com quotes "the analysts" as claiming the report contained the “clearest and most thought-provoking insights we have seen.”

 

I find this all slightly ridiculous. I tend to agree with Time's Dan Fletcher, who summed up his opinion of the hubbub over the report in one word: toss.

 

Maybe that's a bit harsh. I don't literally think that the report is garbage. I think Mr. Robson (do you call a 15 yr old "Mr."?) deserves serious props for getting a good internship and taking advantage of it. He clearly did his job well, contacted a wealth of primary sources and put together a not-too-terribly written report (although, as an English major, I have a hard time with all of the members of the press out there- writers, no less!- who seem to be implying that it's equivalent to a professionally created document. I mean, come on. He used the word "release" instead of "realize" in one of the most frequently quoted passages. Let's not make this out to be more than it is. *takes off Grammar Police hat.* )

 

His content is mildly interesting. Turns out that teenagers have short attention spans, enjoy video games, won't pay for music, love their cell phones, and - this is the biggie, apparently - couldn't care less about Twitter. It's a good snapshot into the youth psyche. But here is my big question: why is this news? Isn't this all completely, blatantly obvious? Don't any of these investors, analysts, fund managers, CEOs and the rest HAVE teenagers? Haven't they noticed all the advertising directed at teens that is predicated on this very information?

 

And more importantly, why do they care? Is Morgan Stanley selling financial packages to sophomores in high school? If teens aren't your target audience, as is the case with many of the marketers so hungrily devouring this report, then who cares that they prefer Limewire to iTunes and think tweeting is for old farts?

 

The answer is, they think the teens are trendsetters. They seem to believe that (a) what this demographic is doing now, they will also be doing in ten years when they are old enough to spend serious bucks, and/or, (b) what is cool to teenagers will soon become cool to adults, changing the adult consciousness towards media consumption.

 

And that's where I disagree. That's where this whole hoopla gets really silly to me.

 

For instance, let's look at Gen Y ten years ago, when we were Matthew's age. I think I was pretty typical of my generation. I hung out on my parents' computer, the family computer, because my friends and I didn't have our own laptops. Internet was painfully slow. It was the heyday of Napster, and like today's teens, we did not pay for music... of course, it took somewhere around 10 minutes to download one song, so our pirating was probably quite a bit slower than our modern counterparts. I was given a Zack Morris-style cell phone for my 15th birthday, and I think it had somewhere around 200 minutes/month on it. I used it exclusively to make calls, and not very long ones- more along the lines of "Mom, I'm sleeping over at Lucy's, see you tomorrow, bye," than protracted conversations. There was no Facebook, there was no Twitter. We did instant message; first it was ICQ, then AIM. That too was slow. All in all, technology played a role in my life, but not a particularly huge or important one.

 

Clearly times have changed. But I changed with them. So did the rest of Gen Y. As we grew up, our actions evolved along with technology, trends and personal maturity. I no longer use AIM because I now chat on Facebook. I no longer download music illegally because I'm conscious of the implications to the industry and the artist. My cell phone- probably a quarter of the size of that first one- is now my primary means of communication and I couldn't use up my minutes if I tried. This picture looks nothing like it did when I was fifteen.

 

Furthermore, I really don't think that teenage trends will significantly affect adult actions. Fifteen year olds are coming from an entirely different place. Things become cool for different reasons: because they're free, and when you're in high school, you have no money; because you have an abundance of free time in which to play video games; because it's easy to circumvent and avoid adults. These reasons don't translate to adult coolness, at least in my book.The fact that teens aren't on Twitter has nothing to do with my efforts to use that particular tool to gather and disseminate knowledge or to promote my work and my company.

 

The information that Matthew Robson presented is certainly relevant to anyone marketing to teens. But I really think the buck stops there. Who knows where they'll be by the time they're buying into hedge funds and enterprise software- somehow, I don't think it will involve Twitter.

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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- by Anirban Dutta, Web Producer

 

Yes the Cloud is over us now and we’ve all experienced rain, and modern Geography terms the Water Cycle as Cloud Computing.

 

Cloud Computing is defined (by Gartner) as “a style of computing where massively scalable IT-enabled capabilities are delivered as a service to customers.”

 

A status symbol to top over owning your private jet corporate ego today would be by owning your Private cloud.

And just like your outsourced agency to maintain your jet, you would need an agency to realize and maintain your cloud too!

 

Whilst a scenery like this from a distance would inspire the Rembrandt within all of us, consider yourself in an airplane inside your scenery, I bet all you can think of is sickness bags and life jackets, and certainly not paintbrushes and canvas. The beauty of the shape and form of clouds that we take for granted has a lot of physical granularity in real which you would have realized on one of your rough flights back home.

 

rain-sea.jpg

 

It takes an experienced pilot to master the rough and guide all on board through these skies.

BMC has been a experienced pilot to many enterprises automating tasks and workflows, provisioning and configuration managing their infrastructure, ITIL centric process governance, Service Request Management, designing their Service Portals and Service Catalogue, automatically route requests through Change approval – In short BMC has enough flying hours under its belt to be pilot and crew to fly you safe through your cloud if you are looking to own one.

 

We within the social media community and today’s internet users in general have always accessed the public Cloud initiatives viz, SAAS, IAAS for business users and PAAS for developers – Cloud Computing Today - A Practical Perspective

 

As an end user I would want to delve no deeper than the plastic keys themselves. I do not want to trace my application and services back to the datacenters, networks, storage and the software stack – maintaining and running patches and updates. Maintaining dev, staging, production and failover environments, also keep in mind about availability of data maintaing compliance with, adherence to SLAs, all of this construct a favourite personal nightmare – In short I want to outsource all this tech expertise to my personal cloud management agency.

 

I’m actually in a funny situation where I am proud to be with one of the most competent Private and Hybrid Cloud Management organizations in the world and I am fully aware of the epic work going around the initiative, BUT I'd want to please restrict myself to just blogging about it. Ofcourse I do hold a lot of respect for the teams who are actually making the project a reality - I hope that allays traits of semi-flippancy.

 

I would really like to just pull down the cloud’s offerings like stream of gentle rain and leave the management part to Zeus of Cloud computing, the likes of Amazon and BMC Software who make my soaking so pleasurable.

 

The Press Releases:

BMC Software Brings the Power of Business Service Management to Enterprise Cloud Computing

BMC Software Leverages Amazon Web Services

BMC Makes Cloud Management Push with Amazon as Partner

 

But the admin part of my personality here at http://communities.bmc.com/communities is slightly more responsible and prepares himself to expect more traffic and participants, more talk and activity as Amazon and us plan to set the skies on fire.

 

Learn more about cloud computing with BMC, we hope you enjoy your flight with us.

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.

 

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- by Alena Hitzemann, Associate Web Editor

 

Earlier this week, my Web Strategy cohorts and I met with some representatives of BMC's HR team to discuss opportunities on the web. Careers have a strong presence on our company website, but we wanted to explore ideas and options beyond bmc.com. This led to an interesting conversation about HR's current relationship to social media.

 

To me, the connections between recruiting, job hunting and web 2.0 seem intuitive and obvious. I was on the job prowl not too terribly long ago, and social media played an integral role in the process. Before submitting an application, I not only Googled a company, I searched Twitter, Facebook and LinkedIn to see what the general public was saying. When I was lucky enough to get an interview, this research intensified. I dug deep for details on anyone I'd be meeting, and usually discovered a wealth of information. By the time the interview began, I often knew what these people looked like, where they lived, where they'd worked in the past, where they went to school, and more.

 

Was this process slightly creepy? Maybe. Semi-stalkerish? Perhaps. But the thing is, I assumed that they were doing the exact same thing about me. In fact, I would be surprised if they didn't. I keep constant tabs on my online reputation, making sure that Google results, Facebook pages and the like present both information and images that I'm comfortable showing the world. In my opinion, this is common sense. Don't want future employers seeing intoxicated/questionable/incriminating photos of you? Don't put them on the internet.

 

But- as our conversation with HR proved this week- it's not that simple. From a legal and ethical perspective, knowing too much about a potential employee can lead to shaky ground. Best practices around recruiting and hiring are constantly evolving. The essential tools in the HR professional's belt change frequently. The gray area surrounding the confluence of staying up to date, staying relevant, staying on the ball, staying legal and staying out of trouble continues to grow.

 

And so, in the spirit of making that gray area just slightly more clear, I present the first installment of the Friday Round-up. These links represent my attempt at learning more about social media and HR. I hope they help you do the same.

 

 

LinkedIn:

 

Savvy Companies Get LinkedIn To Find Top Talent

 

I’m On LinkedIn… Now What?

 

 

Discrimination Issues:

 

Social Media, Recruitment, Discrimination & The Legal Implications

 

Is it ethical for a recruiter to Google a candidate?

 

 

General Social Media:

 

CareerBuilder’s Top Ten Best Practices for Using Social Media as a Recruitment Tool

 

Enterprise 2.0 - Using Social Media to Address HR Priorities

 

Social Media For Hr Professionals Beyond Linked In 4 16 2009

 

Three Ways to Use Social Media for HR Needs

 

Social Media and HR Communication Strategy

 

Smart Ways to Use Social Media Tools

 

5 Must-Use Social Media Tools For HR & Recruiting Professionals In 2009

 

52 ideas on using social media within HR

 

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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- by Alena Hitzemann, Associate Web Editor

 

This morning, I decided that it was finally time to register this blog on the various blog directories floating around the internet. I started with Technorati, one of the most popular. Turns out that you have to post this crazy code to your blog in order for them to verify it. So here you go, Technorati...

 

I promise this is really me:

 

sy7ai85n93

 

(Shouldn't there be an easier, sleeker way to do this? I'm trying to build readership, not turn it away with posts dedicated solely to a meaningless strip of characters. Oh well...)

 

What other directories should I look into? Do these type of directories even matter? Fellow bloggers, where (if anywhere?) have you had success promoting your posts?

 

The postings in this blog are my own and don't necessarily represent BMC's opinion or position.
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