Until then, check out this awesome YouTube video I came across today thanks to Mitch Joel’s “Six Pixels of Separation” blog. This video is REALLY cool and got me thinking about the power of ideas and creative collaboration. Having worked in the advertising business for a few years now, I’ve been a part of some great creative brainstorming sessions and they’ve all started with a “small” idea by someone being written down on a whiteboard, piece of notebook paper or even a Post-it note (wink-wink). This initial small idea never seems all that groundbreaking or even important, especially when it’s by itself. However, it always leads to someone else thinking of another idea, which then leads to another idea and so on and so forth until all of a sudden you have a “BIG” idea that becomes the creative concept for the campaign you were brainstorming for in the first place.

When I watched the video below, I couldn’t help but think of each Post-it note as a “tiny” idea, that when combined with a lot of other “tiny” ideas, becomes a “BIG” idea (a.k.a the entire video). I think that when it comes to generating the BIG idea, the first step is being brave enough to share that tiny idea in your head that may seem small or insignificant at the time but in reality, when combined with other “tiny” ideas, has the potential to become something much bigger, possibly even HUGE. The thing is though, if you don’t share it or write it down on say a Post-it, you’ll never know how big of an idea it could potentially be.

So, watch the video and let me know what you think about it. What do the Post-it notes represent to you? What are some “tiny” ideas you’ve had in your head lately that maybe you’ve been afraid to share?

Below is a “making of” video that shows how thousands of Post-It notes were used to create the final video above. Pretty cool stuff if you ask me. Take a look!

The concept Joel sings throughout his bible for marketing is that everyone is connected. It’s so yogic, I love it! Joel illustrates how businesses have to dig deeper, become more personal and get real if they want to survive in this modern era of technology. The concept that we are becoming more disconnected due to mobiles, computers and the like couldn’t be further from the truth, it actually makes us closer if we dare to tune in and open up!

The challenge is to ensure that you and/or your business is unique, informative and useful or you will get lost with the other million bits of information floating in cyberspace. I highly recommend this book to all entrepreneurs and marketing managers wanting to be able to sustain in a fast changing world of information and consumer behaviors.

The importance of reading

I never really was a big reader. Nor was I ever big on writing. Under the influence of my girlfriend, I’ve been making an attempt to read a lot more the past few months. Up until recently, my attempts have been…well, futile. But the past week I’ve been reading more of my books, more magazines, more news, more everything. I’m currently reading the book “Six Pixels of Separation” by Mitch Joel (Twist Image). It’s a great book, and there’s a some stuff in there about branding yourself. I, of course, take this as Mitch somehow knowing exactly what it is I’m going through, and decided that he would write me a book to help me along the way. But that’s just me. I’m sure the bagillions of other people reading his book feel the exact same way. Anyways, point is that he brought something very interesting to my attention. Something I’ve been more or less aware of since I’ve started with my internet extravaganza, but it took a little black-on-white-in-my-face-ness to really drive the message home. This whole personal branding of myself that I’m doing online has really helped me discover who I am. I know it sounds weird – a 22 year old not knowing who he is at this point is  hopeless. But it’s not so simple as that. Of course, I know who I am in terms of my values, my beliefs, my likes and dislikes and blah blah blah. Now I’m starting to figure out who I am to the world. Where I fit in and what it is I have to offer. What I can do that other people can’t. Things I previously took for granted. I’m realizing my value and potential. And that even in the extraordinarily vast sea that is the internet, I actually am unique. (That’s enough soft-corny-mushy-gushy stuff for the next 10 years)…

It’s amazing to have so little contact with people each day, yet feel more social and connected than ever through the internet. I’m using social networks in new ways, and I’m exploiting my skill, knowledge, and ability to pick things up quick and make a brand for myself in the online community. The crazy part is, there are TONS of online communities for me to be a part of! All of which are relevant, and all of them are helping me in my search for a job.

Mitch Joel talks about Maslow’s hierarchy of needs in Six Pixels. This made me realize how much I truly am embracing the online community and how I’m achieving that need for self-actualization through the internet in more ways than I could have ever imagined. If, by some chance, all the planets, moons, and solar systems have magically aligned by some insanely astronomically improbable fluke and Mitch is reading my blog right now, Thank you Mitch! Your book is inspiring and reassuring to me right now… and also, if you’re looking for a fresh marketing kid who can’t wait to get his hands dirty and really thinks your company is awesome, give me a call.

With that said, I’ve got tons of work to do today on my website and blog to get it to fit nicely with the rest of the image I’ve created for myself. Gonna focus on prepping for the interviews I’ve got coming up, and gonna continue with my workout of course. I haven’t talked about it in a while. But it’s going great. Still going strong. Haven’t missed a single day in 3 weeks. only 9 more weeks to go.

All is well and things are really moving. I’m excited as ever. Which means you should be too! So stay tuned… things are about to get real crazy up in here.

Joe

Build Trust In a Connected World Summit

Thursday, March 18, 2010 from 8:30 AM – 12:00 PM, Wilmington DE

The Archer Group’s ongoing series with today’s thought leaders brings three New York Time’s best selling authors to Wilmington’s Theatre N for an insightful and interactive conversation on the future of Social Media.

Speakers:

• Mitch Joel – Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone.
• Chris Brogan & Julien Smith – Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust

First 200 Attendees will receive copies of Six Pixels & Trust Agents. Cost $50 pp – Space is Limited

(Book links are affiliate & proceeds benefit SMCPrinceton)

In “Six Pixels of Seperation,” Mitch Joel provides a detailed explanation of how to build your digital brand, but he does this from a unique perspective – starting with you, the entrepreneur, and how to develop your own personal brand.

Why in the world is this important? We are living in a time when consumers are more suspicious of big companies and advertising than ever before. Leveraging our own personal brand is critical when trying to build credibility and trust. Now let’s take a look at a few of the key things I took away from “Six Pixels.”

What I Loved

• Personal Branding – Joel provides you with a great case for why we as business professionals should be investing a lot of time on our own personal brands and how companies can assist in this process. This becomes incredibly important as businesses try to leverage the personal brands of the people working for them. As we move further into the future, putting your team’s remarkable talents and personalities front and center as part of your marketing can be a key differentiating factor for businesses.There is a trust factor involved in all of this. We have to trust our employees. Sure, they might say things that we don’t like, but we have to be open to the fact that they might be providing use with valuable feedback.
• Authenticity – Part of developing your personal brand is finding your own voice and what you are passionate about. There is no secret formula for finding this. It takes time, effort, and a whole lot of insight. Going through this process can really help you as you try to differentiate from your competitors.Throughout “Six Pixels,” Joel shares his own story about how he has used social media to build his personal brand and how it has helped him professionally. There is a lot to learn from just this aspect of the book.
• Openness – As professionals and businesses, we have to get used to the idea that privacy is no longer what it once was. But don’t get too hung up on the fact that you are more exposed than ever. Use it as an opportunity to show the world who you are and to connect with those you are most interested in. We live in an amazing time where, if we are resourceful, we can easily build relationships with people half way around the world without ever leaving the comfort of our office or couch.
• Be Selective - It’s pretty easy to get caught up in trying to use all of the latest, greatest online tools. Joel makes it pretty clear that this is a mistake. Though you want to adapt and change when needed, you also have to be strategic and selective about the tools you are using.

What I Didn’t Love

• Overly Detailed – My personal opinion is that this book isn’t for everyone. Joel writes with an incredible amount of detail. Having consulted with a variety of entrepreneurs, I can say that many people will probably get lost. There is a lot of material and great ideas to digest. If you are committed to using social media, developing your personal brand, and are looking for a great resource for how to do this, Joel is your guy and “Six Pixels of Separation” is your book.If you are looking for a lighter read on the same topics, be sure to check out my review of Gary Vaynerchuk’s “Crush It.”

Conclusion

I really enjoyed this book. Joel provides a level of detail that most “social media” books do not. More importantly, he places a keen focus on strategic efforts. I have read a ton of other social media books and Joel stands out as one of the few authors that isn’t easily tempted by “shiny objects” – the latest greatest free social tools. He understands that this isn’t a “one-size-fits-all” media landscape. As entrepreneurs, we need to choose the tools that will help us tell our story best and that will help us connect with our customers in meaningful and powerful ways.

Be sure to read Mitch Joel’s book and don’t miss out on his “Six Pixels of Separation” blog.

Updated February 6, 2013

I’m a self-confessed readaholic, constantly seeking out new ideas on a wide variety of topics. And over the past four-plus years as a blogger I’ve learn a ton from those who’ve been blogging for many years.

One book I came across and which I want to highlight again in this post update is an excellent one by Mitch Joel, a technology trend writer: Mitch Joel, Six Pixels of Separation. This book is stellar, written by a recipient of Canada’s Top 40 Under award.

Rather than review Joel’s book, as I’ve done with others in the past, I want to focus on one key part that caused me to sit back and think for a bit. In his chapter “You are Media,” Joel talks about building a personal brand. I went through a major career transition a few years ago, and I’m still working on strengthening my understanding of social media.

Joel’s words are especially powerful. He talks about a “three dimensional personal brand,” consisting of:

1) Giving Abundantly: Give your knowledge away. This is the best way to build your personal brand.

2) Helping Others: When you meet people at events, listen “for their areas of pain.” Help direct others to where they may be able to find solutions to their problems.

3) Building Relationships: While “conversations” are a vital part of digital technology, forming new “real” relationships is what it’s all about.

In my own search for meaning in cyberspace and how I can contribute, and potentially profit in the future, I had lost sight of my own values and 35 years of work experience. It’s easy to get de-railed by the profit maximizers who promise great things (and tons of dough) if you follow their prescriptions–and buy their e-books and training courses. Cyberspace is full of what BusinessWeek once called snakeoil salesmen (and I’ll add snakeoil saleswomen).

I used to tell my now 30 year-old son when he was little that good things come to those who wait. Indeed. My personal view is that there’s far too much impatience by those entering the blogosphere who seek to start raking in the big bucks in a matter of months. Chill out.

In rediscovering who I am and what I can contribute to the world through sharing my experience and writing, I’ve stayed aligned with my values and life purpose.

What about you? Are you aligned with your passion and life’s purpose?

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Click here to download my new complimentary e-book Leadership and the Inter-Generational Divide, 2nd Edition.

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Take a moment to meet Jim.

Mitch Joel discusses the five C’s of Entrepreneurship 2.0 in his book Six Pixels of Separation, and identifies them as follows:

• Connecting
  • Connecting to Consumers
  • Building loyalty
  • Nurturing those connections to make more connections
  • Making money and growing
• Creating
• Conversations
• Community
• Commerce

He goes on to discuss strategies to use social media tools to achieve specific business goal(s). These tools have certainly leveled the playing field in terms of the potential to connect and get your message out.

What happens if we take out ‘business’ and replace it with ‘education’?

The goals of building strong connections between members like groups (administrators, teachers, support staff etc.) is key within an organization. Building a strong culture of learning and sharing is also important for the long term success of the organization. Furthermore, I believe building a community between these strategic groups to maximize learning and sharing with a focus on the ‘big picture collective goal(s)’ is also important.

It seems to me, the strategy of using the five C’s of Entrepreneurship 2.0 should be just as effective in the educational environment. Perhaps with the exception of making money, in my opinion, the other points are in strong alignment. If you were going to promote some new resource for example, I wonder what the impact would be of using social media tools as part of the promotion and marketing strategies would be?

After all, don’ t we want to

• connect to our customers (internal, e.g. teachers)
• build loyalty (return customers to continually use provided resources)
• nurture these connections, and make new connections (connect more teachers & share)
• grow (and engage)

I would say yes to all four points. This is, after all, part of the culture of a successful education organization too. IN addition to system announcements, posters etc., why not use social media tools to enhance these strategies?

Now, all that I need is a great project to give this a try!

~ Mark

- Jed Root, naiveboy.com (Feb. 4, 2010)

Photo: Chris Melton

ADAPTATION

“Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact.” a quote from a creative writing instructor Mr. Robert McKee, widely known for his popular “Story Seminar” all over the world. In the 4-time Academy Award-nominated movie “Adaptation” written by Charlie Kaufman, the Emmy Award-winning actor Brian Cox (Bourne Supremacy, 2004) portrayed Robert McKee’s character (who was McKee’s personal choice for the role). The film follows a desperate-for-a-draft screenwriter Charlie Kaufman (played by Nicolas Cage) attended McKee’s course. More than 2 years ago, like Charlie Kaufman’s character and countless active Hollywood screenwriters today, I have sat on that very same chair. Sitting in the middle of the Director’s Guild Auditorium, I was surrounded by storytellers coming from different parts of the world, different walks of life, some are today’s most celebrated writers, some are aspiring writers, some are working on their latest novel or screenplays, some have the look of cynicism, some came back for the second or third time just to refresh their memories and some just looks like deers caught in the headlights.

Robert McKee and I at one of his Story Seminar.

DIABLO CODY

All these years I know that photography has always been my first love and I’ve flirted with writing for years, like a married man having an affair with a more mature, more intellectually engaging woman. In my humble opinion, although fashion photography gives me an opportunity to tell stories through my images, most of the time I felt its skin-deep, its like a very perky young wife I have so much fun with but my conversations are limited to Louis Vuitton Bags and Paris Hilton. I want more.

I remember living in LA for a year, surrounded by actors and slashes, — actor”/”bartender”/”writers, dancer/actress/writer, taxi driver/singer/writer, bouncer/beatboxer/actor/writer, waiter/model/actor/writer, and the list of “slashes”goes on, one thing they have in common, they all think they got what it takes to be the next overnight A-list celebrity since Diablo Cody, a stripper/screenwriter/writer/blogger, an Academy Award Winner for Best Original Screenplay for her script of the 2007 4-time Academy Award-nominated movie “Juno.” Like more than half of the population of California, I felt like I have a story to tell, travelling all over the world and back, I’ve met so many “slashes” but not a single “photographer/writer” (if your out there, please email me at info@navostudios.com), in my experience, photographer/writer’s are a very, very rare kind of species, people who can tell stories through images and words. And I was empowered more by the challenge, I had the same tingly sensation the first time I saw my work in magazine covers, writing makes me see the world like a kid in a candy shop, I’m surrounded by overwhelming stories that a lot of people haven’t heard of, and I have that front seat in a great big stage called “life.”

The “Fashion Stratosphere” can be narrowed down to these major professions, the Designers, the Photographers, the Clients, the Models, the Celebrities, the Creatives, the Model Agents/Bookers, the Talent Agents, Photography Agents, the Businessmen/Investors, the Interns/ Assistants, the Editors/Writers, the Casting Directors, the PR Managers, the Bloggers and the Digital Retouchers. The most competitive business in the face of the earth have these people as it’s “major” players, they are the people behind the machine, collectively has inspired the most recent films such as Bruno (2009), Zoolander (2001) and Devil Wears Prada (2006). An industry that has no rules, no boundaries, double standards, mind-games, people who create their own personal rules, and some who break those rules, however you perceive it. I just found myself surrounded by a bunch of colorful, artistic, one-track mind, cutthroat characters, as a photographer I was intimidated, as a writer I was overwhelmed and excited, the world is my oyster, I asked myself in several occasions “Why I haven’t seen these wild bunch in TV or Movies?” I felt like a secret agent researching for a great story to tell, and I’m elated when I found one.

WE LIVE IN PUBLIC

In the modern zeitgeist, you can divide the fashion industry into 2 categories, “the familiar careers” and “the new careers”, if you ask an 8-year-old kid what is a photographer? or a model? or a writer? or a fashion designer? Somehow they will have a strong grasp of the idea of what these people do, ask them again what is a digital retoucher? or a pr manager? or a fashion blogger? or a male-model booker? unless they have been coached, you might get some pretty interesting answers that will make you smile or laugh. It’s a very young industry and very few references in the media for the next generation to fully understand. Only last year that two notable films about bloggers have been written and produced, one is “Julie and Julia”, directed by Nora Ephron, starring Meryl Streep in a  story of Julia Child and her start in the cooking profession, intertwined with blogger/author Julie Powell‘s life and struggles (played by Amy Adams) and the documentary “We Live in Public”, stars Josh Harris exposing the problems of privacy in the internet age, directed by Ondi Timoner.

Dangerously Naive is my journey with you as my readers, my struggles toward: a good story, well told (like what Mr. McKee always say on his seminars). My mission, to tell you stories that you will never read, or will rarely read in any magazines and books about the fashion industry, stories that most “fashion magazines” tip-toes around. Today is a world-exclusive story told through my one-on-one interview with a legend and an artist in his own right, a man with a career that spanned for 2 long successful decades yet his life you haven’t seen in any hollywood films,  a great eye for discovering and nurturing new creative voices in the world of fashion, a pioneer of his profession but stays out of the limelight, the man behind the legendary Make-up artist Kevyn Aucoin, the agent of some of most iconic photographers in the industry today such as Michael Thompson, Diego Uchitel and Bettina Rheims, popular photo-blogger Scott Schuman “The Sartorialist”,  brilliant Make-up artist Dick Page, world-renowned Stylists Joe Zee and Elissa Santisi,  leading Hair stylist Serge Normant, highly regarded Manicurist Sheril Bailey, most sought after Props/Set Design Tom Bell, internationally acclaimed Illustrators Jean-Philippe Delhomme and Hiroshi Tanabe. A peek into the life of a Photography/Creative Agency Owner, Mr. Jed Root.

The images of iconic photographer, Michael Thompson represented by Jed Root Agency.

2 DECADES OF JED ROOT

LOPE NAVO: Thank you for dropping by Naiveboy.com Jed, your one of the busiest people in the industry and its an honor to have you for an interview. I’ve written an article a month ago titled “THE TEN: GREATEST FILMS ABOUT PHOTOGRAPHERS” and discovered there are more than 31 films that has been written and produced revolving the lives of photographers, some are box-office hits, some are oscar winners, some are hollywood classics and some are my all time favorite movies, to start the interview, do you have any favorite film about a photographer(s)?

JED ROOT: Thank you!  It’s a pleasure Lope! As far as a fictional Hollywood film specifically about a photographer goes, it would have to be 1966 Michelangelo Antonioni film “Blow up”.

NAVO: What’s your top 3 favorite films? and why?
ROOT: Pasqualino Settebellezze/ Seven Beauties (1975) by Lina Wert Müller, Howl’s Moving Castle (2004) by Hayao Miyazaki, and The Evil Dead (1981) by Sam Raimi.  I guess they’re all examples of stories where the characters develop in unexpected ways and you have no idea where the storyline is going; no idea of what’s going to happen next.  I suppose it can be fun and somehow comforting to watch a predictable movie but you still can’t wait to see it happen.  But that’s never really appealed to me so much.  Stories where the characters evolve and develop have generally been my favorites.  HBO’s Six Feet Under (2001) would be another great example.

NAVO: Six Feet Under is one of the greatest TV series ever written in my book, and I’ve seen the entire five seasons and 63 episodes, I miss the Fisher family and every episodes’ view on human sexuality and human mortality. But going back to the movies, have you ever seen the 1996′ 5-time Academy Award-nominated film Jerry Maguire? A story about a sports agent (played by Tom Cruise) has a moral epiphany and is fired for expressing it and ultimately changing his life at the end, have you ever had one of those moral epiphany in your life or this things are just  a clever work of a screenwriter?
ROOT: Believe it or not I’ve never seen “Jerry Maguire”.  But I’d have to say no, I don’t think I’ve ever had any sort of moral epiphany.  I do think that the idea of “moral epiphanies” is just the clever work of screenwriters and biblical writers.  One’s morals and ethics are something that evolves slowly over the course of one’s life as a result of experiences, influences and ever-changing beliefs.

NAVO: Being the premier agency for leading fashion photographers, stylists, and hair and makeup artists within the fashion industry for more than 3 decades, is truly inspiring for people all over the world, especially it is one of the most competitive if not the most in all the industries that ever existed. What inspires you?
ROOT: Thanks Lope!  But it’s only been 2 decades; no need to make me older than I am.  Although when I started, I never thought I’d ever be saying ONLY 2 decades.
I suppose what inspires me most is the way this business constantly changes and evolves.  Fashion can be defined as “A current (constantly changing) trend, favored for frivolous rather than practical, logical, or intellectual reasons”.  I enjoy being involved in the creation of something that’s got a pretty limited life to it, although fashion is just a part of what I do.  The challenge of dealing with the constant change in this business keeps me pretty inspired.

The images of photographer, Diego Uchitel represented by Jed Root Agency.

30 SECONDS OR LESS

NAVO: What is your favorite part of your job?
ROOT: Dealing with people. I enjoy (and think I have a pretty good talent for) identifying other people’s talent, nurturing it, pushing them in the right direction, and teaming them up with other talented people whom I think they’ll be able to collaborate with very successfully.  I’ve learned to apply this not only to the people who I represent, but also to my employees.  I enjoy coming up with strategies for my talent’s careers, as well as for my own company.  Just running such a diverse company is very exciting.  Finding ways to pull together all the different departments (Photographers, Hair Stylists, Makeup Artists, Colorists, Prop Stylists, Fashion Stylists, Manicurists, Illustrators, Syndication) and all of our different geographic locations (New York, London, Paris, Tokyo), and inspire good communication, collaboration and synergy between them all is challenging but VERY satisfying.

NAVO: How did you become an agent Jed? At what point did you know you want this career?
ROOT: It certainly wasn’t something I knew I wanted to do growing up. If you’re not involved in this business it’s pretty unlikely that you’d even know this sort of job exists.  I moved to New York in 1981 with my then-boyfriend Kevyn Aucoin because he wanted to be a makeup artist.  But I had no idea at all of what I wanted to do.  So I helped him and slowly got involved in the business.  I somehow managed to get booked as a hairstylist on several fashion shows (Carolina Herrera, Revillion Furs and a few others), even though I had never done hair in my life!  Luckily all the shows called for just a tight chignon (I went through gallons of hair gel!).  But it was a great experience working with all the amazing runway girls of that time like Pat Cleveland, Apollonia, Alva Chin, etc.  I also helped Kevyn with the makeup on a lot of shows and pretty much became an expert at applying false eyelashes on all the girls in 30 seconds or less each.

As Kevyn actually started to work more, I acted as his agent and he started working with Steven Meisel (I think fashion stories for Mademoiselle Magazine is where they started working together).  But I really had very little knowledge of how this business worked and no real experience.  So when he got the offer to join a real agency (Art + Commerce), I was perfectly happy for him to go with them.  For a while I worked odd freelance jobs in the business (assistant to stylist Barbara Dente for a bit) and then managed to land a job at one of the best model agencies in New York at that time, Name Models.  This was in 1986 and I still had very little real experience.  But the owner of the agency, Louise Despointes and all the other agents (Sara Foley, Susan Quillin, Laura McKenna) were amazingly supportive and I learned a lot from them.  But after 3 years I realized that while I loved the business, I didn’t really like representing models. Also, at that time, Kevyn had become quite dissatisfied with his agent (he was no longer with Art + Commerce at that point, he had move to a smaller agency that no longer exists).  So I decided to set out on my own and open my own agency for hairstylists, makeup artists, photographers.  In January of 1989 I opened my company in my 5th floor walk-up East Village apartment.  Kevyn, of course, was the first on my roster; Sheril Bailey and Michael Thompson followed within a month and they’re both still with the agency.

NAVO: What’s the difference between being a model agent/booker and a photography agent?
ROOT: There are of course many similarities.  I guess the main difference is the nature of the relationship between the agent and the model or photographer.  With models you’re generally representing someone much younger than you. With photographers, they tend to be at least somewhat in the same age range as their agent. There are a lot of 18-20 year old models, but very few photographers under 30.  Also, photographers work can evolve and change dramatically over the course of their careers.  I think the models that have super-long careers are the ones that have changed very little.

THE TRAVEL AGENT

NAVO: What does your parents/ love ones think about your craft and your profession?
ROOT: My family doesn’t really have any idea.  Unless you’re involved in this business it’s pretty hard to grasp what it’s about and what we do.  Until the day she died, my grandmother was convinced that I was a travel agent, because she knew I traveled a lot and called myself an agent.  Whenever I have to check-off  “profession” on one of those surveys, I can never figure out the right box to use. But my family fully grasps that I’m successful and happy, so that’s enough.

NAVO: Where were you born and where did you grow up?

ROOT: I was born in Belleville, Ontario, Canada, but my parents moved to Dearborn Michigan when I was quite young.  Then when I was about 10, we moved to New Orléans.  New Orléans in the 70’s was really something!  We moved again and I went to high school in Springville, Alabama (a small town not far from Birmingham; hated it there!).  After graduation (like just a week after graduation), I went back to Louisiana and attended LSU.  But I was not too big on school, so I actually attended very few classes and only stayed enrolled for about a year and a half.  Then moved to New York where I’ve been ever since.

NAVO: Whats the most iconic images that you remember while growing up?
ROOT: As a kid, I don’t remember any photo in particular, but in general it would definitely be all of those fantastic photo stories in National Geographic.  It was amazing how the photography could be so stunning and so informative at the same time.  Fashion-wise, it would have to have been Avedon’s Versace ads; models like Jerry Hall, Atilla, etc., lounging on giant pillows, with hair by Suga.  Especially the way they were printed in the OLD W Magazine, back when it was a color broadsheet!  I actually used to buy it specifically for the ads!

NAVO: I completely remember those Versace campaigns with giant pillows and I also collected them! Photographer Richard Avedon is truly a fashion visionary, who would you consider a visionary in the photography history?

ROOT: So many!  Brassai, Man Ray, Gordon Parks, Steiglitz, Steichen, Penn, Avedon, and some lesser known ones like Clarence John Laughlin and Chris von Wagenheim.

NAVO: What’s your favorite piece of artwork you own?

ROOT: That’s difficult! I have a huge photography collection, so it would not only be difficult to choose something from that, but it would probably piss-off a bunch of other photographers.  I have a bit of Southeast Asian art, a few 16th, 17th, and 18th century paintings and sculptures, and a long list of other miscellaneous pieces.  I guess the most dramatic piece is a 19th century marble sculpture by Fanny Marc that I bought in Paris.

The images of legendary photographer, Bettina Rheims represented by Jed Root Agency.

SIX PIXELS OF SEPARATION

NAVO: Whos your favorite Hollywood Icon?

ROOT: Maybe Lauren Bacall.  She doesn’t seem to give a shit what anybody else thinks of her. That’s pretty refreshing since we seem to live in a world of self-obsessed celebrities, demi-celebrities and semi-celebrities (and plenty of non-celebrities) all working frantically to manipulate their image.

NAVO: What’s your top 3 favorite albums/records of all time?

ROOT: Amtrak Blues (Alberta Hunter), Use Your Illusion (Guns N’ Roses), Can’t Stand the Resillos (The Rezillos)

NAVO: Whats the last book you’ve read lately and what is it about?
ROOT: Six Pixels of Separation, by Mitch Joel.  It’s about online social networking and how everyone is now The Media.  But you have a very active blog, so you already know that.  I’ve also been reading The Tale of Genji on and off for about 4 years now.  Since it’s over 1,000 year old, 54 chapters, well over 1,000 pages long, and traditional Japanese literature never uses proper nouns, it can be pretty difficult to follow in parts.  But it’s a great story!

NAVO: What do you think of the disappearance of a lot of magazines (367 magazines closed in 2009) for the past years?
ROOT: It was bound to happen sooner or later even without the internet. There were too many “independent” magazines out there.  Even if some of them were doing very interesting work, it was a bit of a false economy.  Many of them simply were of little or no interest to the public.  People worked for these publications for free and actually financed the content, and then the main people purchasing those publications were those contributors plus a few of their friends and business associates.  With all the blogging and social networking tools that are now available (for free!), it will be very difficult for many of the rest to survive.  People are saying that magazines are going to be gone in a few years.  I don’t believe that, although I’m pretty sure that there will be very few magazines printed on PAPER a few years from now.  The publications that have a unique voice and are able to understand and utilize the new way in which “media” is now defined will thrive and they’ll always need creative contributors.

NAVO: It all boils down to survival of the fittest, do you remember the first photos you have taken and with what camera Jed?

ROOT: I don’t remember any photos in particular being first.  But it was with my father’s old Yashica.  It was a great camera.  I still have it.  I should probably see if I can get it restored before they stop making film.

Jed Root's mansion in Upstate, New York and one of his art sculptures.

BREAK WINTER IN HALF

NAVO: What’s an ideal regular vacation for a Jed Root? What activities does it include?
ROOT: I have a big, beautiful old house in upstate New York. I spend almost every weekend there and as much time as possible over the summer.  I do a lot of gardening and swimming.  I love to entertain friends there.  I do a lot of cooking and have built-up a pretty fantastic wine cellar. But I take one “traveling” vacation per year.  Usually in January I try to go someplace warm for about 10 days.  It really helps to “break the winter in half”!  This year I went to Costa Rica.  My main activities there were swimming with sea turtles and lying on the beach drinking tequila and smoking cigars.  But my winter vacation is always someplace different: Tahiti, Australia, Thailand…

NAVO: I’m not surprised you love travelling, thats why you always have a nice tan. What’s your top 3 cities in the world Jed and why?
ROOT: I only get to pick 3???? Well New York is my chosen home, so that has to be at the top of the list!  I love Paris, although it took me many years to start loving it.  I actually hated it for about the first 6 years after I stared going there regularly. I’ve probably had more fun in London than anywhere else.  Tokyo is a truly amazing, confusing, contradictory and inspiring place, I wish I was able to get over there more often.  That’s 4 and I could go on:  Rome, Sydney, Kyoto…

CAPTAIN OF THE SHIP

NAVO: There are thousands of new photographers each year and hundreds actually make it to the magazines and ad campaigns, are you following any of the new generation of photographer’s work? Anyone that stands out for you?

ROOT: Yes!  Lots of them!  But there’s so much more that goes into being a successful fashion photographer than the quality and originality of the photos.  In order to have a long successful career you have to learn to collaborate with a great team. Fashion Photography is more of a collaborative effort than any other type of photography. While the photographer may be the “captain of the ship” on a shoot, even the greatest captain can only do so much if he’s/she’s chosen the wrong crew or doesn’t know how to properly direct them and collaborate with them.  Also, fashion photography is primarily “Assignment Photography”.  The photographer is given a brief with certain objectives to achieve, be it for a magazine or an ad.  Someone else tells you what to do and you’re expected to give them back something that’s not only exactly what they asked for, but something that’s surprising and better than they could have envisioned it themselves.  It takes a long time to develop those sorts of skills and to establish the kind of relationships necessary.  Generally, I’ve seen that most of the photographers that skyrocket to the top overnight also tend to disappear pretty quickly as well.  It’s better to have a chance to make all your mistakes when not too many people are looking!

NAVO: What can you advise the young men and women all over the world who wants to make a living doing what you do?
ROOT: If you’re going to be an agent, you first have to have a love for what you’re representing (photography, sports, acting, illustration, etc.). Secondly you must have the talent and skill sets necessary for the job (dealing with people and their insecurities, a collaborative nature, confidence, social networking skills, being able to develop creative strategies, maintaining business relationships).  If you have those 2, then you need to know as much as possible about the business that you’re going to “agent” in by working within your chosen field and related fields, and being absolutely diligent about learning everything about the history, present, and future of that field.

NAVO: Besides Jerry Maguire, a sport’s agent, do you think another movie about agents should be produced so little kids will grow up wanting to be an agent someday, like how they look at photographers, astronauts, and doctors?
ROOT: No.  This isn’t exactly a “growth industry” at the moment. If we’re going to make films to inspire little kids to choose a career, there are more important ones than being an agent.  Plus I can’t imagine how somebody could make an interesting film about the life of a photography agent.  But if they ever do, I’ll certainly buy a ticket to see it!

http://www.jedroot.com/

http://blog.jedroot.com/jri/

________________________

NEW YORK
Jed Root, Inc.
61A Walker Street
New York, NY 10013
USA
tel: 212-226-6600
fax: 212-274-0258

PARIS
Jed Root Europe
10, rue du Mont Thabor
75001 Paris
FRANCE
tel: 33 1 4454-3080
fax: 33 1 4454-9392

LONDON
Jed Root Limited
28 Mortimer Street
London W1W 7RD
tel: 44 (0)207 151 1000
fax: 44 (0)207 580 5598

TOKYO
Jed Root Japan
c/o Chisato Kohno Mgmt.
tel: 81 3 5447-5770
fax: 81 3 5447-5870

________________________

http://www.mckeestory.com/

________________________

Related Entry: http://naiveboy.com/2009/11/06/armed-with-saliva-by-navo/

________________________

info@navostudios.com

http://navostudios.com/

©2009 Dangerously Naive

©2009 Naiveboy.com

Some interesting facts from his presentation:

1.  Banner ad clicks have dropped 50% since 2007.

This does not mean that customers cannot be effectively reached online.  It does; however, mean that traditional forms of marketing may not be as effective.

2.  81% of online holiday shoppers read customer reviews online.

People have always talked, but now people have the ability to broadcast their thoughts to millions of potential customers around the world. 

3.  20% of searches made on google everyday have never been searched before.

A mind-blowing statistic.  Mitch pointed out that most companies would go crazy if they didn’t know where 20% of their business was coming from.

4.  Over half of YouTube’s audience is over 34 years of age.

Companies that think they can avoid having an online presence because their customers are older need to quickly re-evaluate.  Studies have also shown a shocking number of grandparents on Facebook as well. 

I was probably most impacted; however, by a comment Mitch made early on in his presentation.  He discussed how many people look at an evolution like the iPad and immediately begin thinking about ‘what’s next’ for Apple.  People are always looking towards the future and very easily lose track of the present and what current technologies mean to their businesses.

What’s going on now is more important than the future. 

What’s happening now will impact your business going forward and if you’re too busy thinking about how to keep pace for tomorrow, you’ll be sure to miss the boat today.

It feels like I have been reading ‘Six Pixels’ forever.  I read  then put the book down and dream. I write notes, I have created a wish list and a goal list. Sometimes I wish I were finished this book so I could do it all. Other times I am pleased to see that I have a few more pages to gather ideas and strategies from the author.

For those who have never heard of Mitch Joel, you must go to iTunes and download his podcasts. He is a leader in our times. He is a great thinker and the president of Twisted Image.

Six Pixels of Separation is a must read those who want to stay in business in the days and years to come.

In my last post I mentioned a book I recently finished reading by digital marketing expert Mitch Joel titled, “Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone.”

This fantastic book integrates digital marketing, social media, personal branding and entrepreneurship in a very clear and easy to understand way. A great read! Below is a list of 15 main points from the book that stood out to me. It was tough to choose which main points to include in my list so if you’ve read the book and think I missed one feel free to add to the list or submit your own list. I’d love to hear what other people took away from this great book.

15 Key highlights from “Six Pixels of Separation”

1. Trust + Community = ROI
ROI is now driven by how loyal and engaged your consumers are, especially when using online channels.

2. No one is “using” anymore. Everyone is creating.
There is no such thing as a “user” anymore. No one is “using” anything anymore.  They are creating. You are creating. It’s all about creating. Ex.) Facebook: Everyone creates their own experience through the many profile apps Facebook offers. Add your own pictures, create events, build pages, create groups, update your status, send people messages, online chat etc. They’re all centered around the idea of letting people create their own Facebook experience.

3. Embrace the “conversation”
Everyone is talking about starting, joining, or being a “conversation” in order to grow your business. New online media platforms such as blogs and Twitter all embrace the idea of conversation. Before choosing to use online channels you must embrace the conversation.

4. Human nature is about community.
It’s human nature to want to be part of a community. Online channels offer another community for people to participate and connect in. Start your own community and embrace your members.

5. What are people saying about you and your company?
6 free online tools to help you find out:
1. RSS readers (Google reader)
2. News Alerts (Google alerts)
3. Watchlists (Technorati)
4. Google blog search
5. Search Engines
6.  Google trends and Facebook Lexicon

6. Online communities = brand building power
You can’t have a strong business without a strong community so harness the power of online communities to build your business. NOW is the time to harness the power that lies in online communities!

7. Think ripples, not splashes.
Traditional advertising campaigns = big splash in a pool of water.
Splashes do work (when done right) but only for a limited time.
Using less energy you can throw small pebble (your idea) into the pool and let the ripple effect take hold. Ripples = powerful WOM conversations generated when you share your content online. In the digital world it’s a lot easier and less expensive to create a ripple than a splash.

8. “Great brands provoke people”
Don’t worry about controlling your brand. Focus on creating a great brand with a great message that resonates with consumers. Concentrate on connecting to your consumers and creating engaging brand experiences.

9. Make personal branding PERSONAL in a digital world
Online channels are used to connect, share, and grow and are a great way to build your personal brand. They can help you establish yourself and your company as a recognized industry authority. Online channels used towards building a global audience are creating new business models and new marketing campaigns that are targeted and relevant, and deliver tremendous ROI.

10. Quality NOT quantity
Attention does not equal trust. Trust is gained through good content, engaging participation on your part, and how you engage with your community. Be helpful. Be sincere. The long-term game of sustainability in the online channels is one of quality versus quantity.

11. Online credibility is EVERYTHING.
Very few brands are embracing the idea of creating credibility through the use of digital channels. Most look for quick fixes. (i.e. banner ads, 3rd party email lists, add anyone to Facebook, Twitter etc.) Ask your consumers for their thoughts, ideas and comments and then be proactive with their feedback in order to gain credibility.

12. Invest in creating great content
People want to work with a company that is seen and recognized as an industry leader. Investing in online channels can help your business create great content such as text, images, audio and video, which provide consumers with information that adds value to their lives, gives them things to think about and keeps them engaged with your brand much longer than a thirty-second t.v. commercial.

13. Embrace collaboration
Readily available, free and easy to use, online tools allow easy mass collaboration between you and your consumers. See and embrace collaboration with your consumers as a business opportunity, a business development strategy and part of your long-term growth.

14. Mobile marketing = huge business opportunities
In Mitch Joel’s own words, “Cellphones have become the personal remote control for our lives.” Mobile channels offer business opportunities to connect, share and grow with your costumers. Be a leader. Seize the opportunity before others in your industry do.

15. Everyone is connected. Connect your business to everyone.

If you’ve read the book I’d love to see your list of main points or hear your thoughts on the book. Hope to hear from you!

“But from BlackBerry to the iPhone, the next level of engagement and connecting to your customers won’t come from a fancy website; it’s going to happen in the palm of our hands.”

-Mitch Joel, Six Pixels of Separation

The quote above is from a great book I recently finished titled Six Pixels of Separation. In his book, author Mitch Joel discusses the future of mobile advertising or “mobile marketing” as he refers to it and how its importance will only continue to grow over the next several years.

But why is mobile marketing going to play such a critical role in a brand’s business?

In a recent Adweek article, eMarketer published a study that predicted Mobile Content Demand Set to Soar. Their findings estimate that 68.6 million users will log onto the mobile Web at least once per month in 2009. By 2013, that number will increase to 126.2 million people.

Why such a large increase in mobile Internet usage?

First, networking and interacting online through social media channels is one of the fastest-growing activities among mobile users and is a large reason why Internet usage on mobile devices has increased so rapidly. Second, the introduction of the iPhone platform and the rising popularity of mobile apps has also contributed significantly to the higher number of mobile Internet users. Brands such as Nationwide, Dunkin’ Donuts and most recently Volkswagen, have already recognized the need for a mobile strategy and have created iPhone apps that promote their brand, engage users and address the needs of their customers.

The rising number of people accessing the Web from their mobile devices and the increasing popularity of mobile apps means several things:

1. Opportunity to Connect
There is a huge opportunity for brands to connect and share with customers like never before. We’ve started to see this already with social media platforms such as Twitter, Facebook and blogs but mobile channels and apps will take things to the next level.

2. Potential for Growth
There is huge growth potential in mobile channels for brands that are looking to increase brand awareness and overall sales. So pretty much every brand that wants to make a profit.

3. Mobile Strategy Necessary for Conversation
Brands looking to connect with customers and have personal conversations through online channels will have no choice but to create and implement some sort of mobile communications strategy. Not having a mobile strategy will make it difficult to stay in the overall conversation.

With new Internet ready mobile devices coming out every month and new apps being introduced it seems every week, there’s no better time than now to start thinking about and preparing your brands mobile strategy. Brands that wait too long or don’t recognize the importance of a mobile strategy will struggle to keep costumers and risk becoming lost in other brands mobile shadows. Don’t let that happen to your brand. Start thinking about your mobile future today.

So what’s your plan for a mobile strategy? Come across any interesting mobile campaign strategies lately?

Here are the details straight from Mitch himself.  Or see it here:

If you have not already picked up a copy of my first book, Six Pixels of Separation, this might be the perfect opportunity…

For the next five days (until Friday, November 20th, 2009), if you buy a copy of Six Pixels of Separation and forward me your receipt, I am giving away two very special gifts for free as a “thank you.”

1. Social Media For Business In 6 Simple Steps. This is my first e-book, and it’s currently being written, edited and designed. I hope to have it out in January 2010. In this e-book, I walk through six steps (including tools) that I have used (and that we, at Twist Image, have used for clients) to jump-start your business for Social Media and Digital Marketing. It includes strategies to listen to what is being said about your brand, how to have those first interactions and then how to really apply what you are learning to build your own network and community. This e-book is written in business language with business examples of how to best engage, create and grow your own online community. If you buy Six Pixels of Separation this week, you will get this book as an exclusive gift as soon as it is finished/published. I currently have no plans to release this e-book beyond this offer, so it is only for the select few who act on this opportunity.
2. Your Personal Brand Audio Workbook. In 2007, I recorded this hour-long CD audio program to sell exclusively at events like The Power Within. I have never sold or given away this content beyond those select few events. In this audio workbook, I walk through the basics of what a personal brand is, why it is important and how you can use the three most power conversations (Internal Conversation, One-To-One Conversation and the One-To-Many Conversation) to nurture and develop your personal brand. The CD sells at these speaking events for $35-$45, but if you buy Six Pixels of Separation this week, you will get a MP3 (digital version) of the audio workbook for free.

Here’s how to get these two free and exclusive gifts:

1. Buy a copy of Six Pixels of Separation at your favourite book retailer (some will be listed below). This offer is open to anyone, anywhere in the world.
2. Email me your receipt (the date must be between November 16th, 2009 – November 20th, 2009).
3. That’s it! I’ll email you instructions on how to grab the Your Personal Brand Audio Workbook, and as soon at Social Media For Business In 6 Simple Steps is published, you will get that too.

One more thing: if you already own the book, Six Pixels of Separation, but would like to buy this as a gift for a friend, colleague, peer, client, etc… Please follow the steps above and let me know, and I will send you two copies of the the e-book and audio workbook (one for you and one directly to the person you are gifting it to). Also, if you simply refer someone and they buy the book, have them email me your name/email address and I’ll send the freebies on to you as well.

New channels, new ways

Today, entrepreneurs and business marketers must contend with foreign territory, in the form of new channels, new platforms and new audiences that are upending old ways. Mitch Joel believes you can either cling to the past (a surefire route to eventual failure) or you can burn the ships and learn how survive in the new world.

There is no going back

YouTube, Twitter, podcasts, blogs, user reviews and other online options enable anyone to create content that can be seen by everyone.

The challenge is for marketers to connect with consumers in these channels in ways that are honest and meaningful and that enable businesses to monetize their efforts.

Losing control is a good thing

Change occurs so rapidly in the digital era we can’t know where it’s all headed.

While uncertainty unnerves some, Joel adopts a seize-the-day attitude.

He believes a world where anyone can say whatever they want about your brand or business is a good thing. After all, he declares, “You will see and hear the types of insights and comments you never normally have access to.”

Convert consumers into marketers (for your brand)

Brands have many options for building communities and Joel stresses that in the end it’s the quality not the quantity of the relationships that matter. Focus on creating an engaged community rather than simply going for heavy traffic.

Successful communities instigate word-of-mouth that builds exponentially through the power of networks. This scares executives who are afraid of losing control of their brand.

Joel argues that while you can’t control the conversation “You can control whether or not you take part. You can control whether you will encourage your consumers to be so passionate they actually start marketing your company for you.”

Dare to be bold: Open up your brand assets

One of Joel’s suggestions for how to instill passion in consumers is sure to raise eyebrows from old-school brand managers — he advises to openly provide “the tools they need to change your brand.” This includes access to logos, text, audio and video.

The old way is to control all those assets. It’s dangerous to let consumers have at your brand willy-nilly. Joel reckons consumers are going to do whatever they want with your brand anyway, so you might as well be a part of the process. By freely giving your assets you send a message that you stand behind your brand.

Mitch Joel walks the talk

New market dynamics shift communications from mass media to mass content. Joel’s view on how to create effective content that clicks with consumers is spot on.

That’s no surprise considering he writes a successful blog and has a popular podcast series, both of which are also titled Six Pixels of Separation (and of which I am a fan).

With those digital avenues, and with this book, Joel is an astute observer of human behavior. He understands how people think and react and knows how you can connect and contribute in order to get people to care about the same things you do.

Joel also runs a marketing agency called Twist Image. He’s an enterprising entrepreneur and a fair portion of his book offers insights into how self-starters can become their own media channel; and not just in the obvious ways, like starting a blog (though he does cover that). He explains how to create a credible personal brand, and how you can make that brand come alive in the real world by leading offline activities, like a PodCamp, a kind of self-organizing “unconference.”

Engage with a spirit of adventure

Six Pixels of Separation helps you recognize how moving from mass media to mass content is like exploring a new world rife with opportunity. It helps you gain the confidence to evolve with a spirit of adventure.

It’s inspiring, and yes, contagious.

- Deni Kasrel

What do YOU think of the ideas presented in Six Pixels of Separation? Do you agree with Joel’s burn the ships attitude? Maybe you have your own example of how you created a successful community and/or a personal brand. Please share. Comments welcome.

Mitch Joel’s Six Pixels Of Separation is such a book.

Perhaps you read about Mitch last week in Mark Ramsey’s Blog, Hear 2.0.  Mark included an audio version of the interview which you can download from I-Tunes.

Mark’s site is at  http://www.hear2.com/

It was because of Mark’s writing that I bought Six Pixels.  Well actually two copies.  The hardcover and audio book.  Hey Mitch’s kids deserve a college fund.

Inside you’ll find  tons of highly actionable information for anyone in radio.  Whether your morning show blogs or you Twitter,  Six Pixels is a real ‘how to guide’ that will energize your on-line efforts.

Mitch does a couple of excellent Podcasts about on-line marketing and using social media.  He is forward thinking but most importantly has connected to many others of like mind to create an interesting program.

Mitch is found at http://www.twistimage.com/blog/

Six Pixels gave me some interesting ideas for a meeting I had this week with a Minor League Baseball Team to discuss their radio and media presence.  A few of those ideas are likely to go into action this fall.

Bloggers will learn new ways to increase traffic and build their influence.  The web is way more than a source for  gathering ears and eyes for the sales department.  This is one of the most powerful communication tools ever.

Radio, Television, Newspaper and Magazines need to re-think all of it.

Let’s stop looking at the corporate internet initiative as a cram down or just additional work for the staff.

This is the future.

And the future is already here.

Click-through rates, positive mentions, blog posts, re-tweets, celebratory customer reviews, etc. are all very nice things and important to measure, but they are not return on investment.  Return on investment is money — nothing more, nothing less. It’s the cash that comes into your business as a result of any effort above the dollars invested in that effort, as determined by material costs, man hours, overhead and other charges.  It amazes me that anyone writing, speaking or advising clients about social media for business needs to be reminded of that.

I don’t know why so many thought leaders in social media, when asked, what was the ROI, are so afraid to say, “I don’t know”?  It’s not a crime that we don’t know.  It doesn’t mean that we won’t get better at knowing.  And it doesn’t mean we have no indication of the contribution social media is making to our businesses or that we should stop doing it.  But instead they hem and haw, go off on some tangent, or otherwise attempt to circumnavigate the question.

Recently, Chris Penn asked Mitch Joel this question when he interviewed him on Marketing Over Coffee.  Now, I love Mitch.  He’s a great guy, a great thinker, blogger and speaker, produces a terrific podcast, Six Pixels of Separation, and has just published a book of the same name.  He is one of our greatest standard bearers for social media.  But when asked this question, he equivocated for 5 minutes — okay maybe I exaggerate — but it felt that long to me, and as I listened I couldn’t help thinking, “Mitch!  Just say you don’t know!”  He finally did.

Okay, so we know what social media ROI is, and what it isn’t, and we know we need to get better at measuring it.  To this end, Olivier Blanchard has uploaded to Slideshare a very good presentation on the basics of social media ROI called Social Media is Not Free.  It covers some fundamental thinking and data one needs to track in order to measure social media ROI.  However, I think we need to go further than what Olivier provides here, because the metrics he takes into account are virtually all within the digital space and don’t consider the  competitive environment.

Without factoring in other elements of the marketing mix, both one’s own and competitors’, it’s difficult to determine the specific role of social media in driving business success.  I can see Olivier’s design would work, perhaps, for a company whose sales, marketing and communications take place mainly on the web.  But for many other businesses, we won’t be able to get to a true measure of social media  ROI without taking into account other factors like advertising, media weights, distribution, in-store activities, promotions, events, etc. — both for our own brand and our competitors’ brands.

That’s a much more complex task than the one Olivier suggests.  (In all fairness, he does say these are the basics.)  I’m not a statistician, but it probably requires statistical and other analytical techniques that can help determine the different roles and contribution to sales that each element in the marketing mix plays.  This isn’t a new challenge.  It has always been hard to determine the precise ROI of each component of the marketing effort — even before the internet and web 2.0.

So why are we so afraid to say “I don’t know” when it comes to the ROI of social media?

The Pew Reviews is giving away 5 copies of Six Pixels of Separation by Mitch Joel.  Details here.

and

Fundamentally Reformed is giving away 2 copies of A Praying Life by Paul Miller.  Details here.

Webchat Participants

The speakers included the following:

• Jim Storer (@jimstorer) from The Community Roundtable
• Rachel Happe (@rhappe) from The Community Roundtable
• Howard Wahlberg (@howardw) Member Services Director for the National Science Teachers Association
• Amber Naslund (@ambercadabra) Director of Community for Radian6
• Mark Sylvester (@marksylvester) CEO of introNetworks

There was tremendous activity on Twitter during the call and you can find this thread by searching on the #introchat tag.  Some of the more interesting tweets included:

• @keithburtis title means little, substance is everything…. need to link Social Indicators back to Boardroom speak
• @eyecube Care for a community, don’t *manage* it
• @maddiegrant The best community managers are people who care about people
• @MsMizz As community manager, ur looking for ur “cheese heads” the ones that are so engaged & passionate that they’ll put a cheese hat on
• @mrshasten Importance of a community manager: it’s like weeding the garden. You can’t just set up a community and neglect it
• @JohnMLee Great point from the Community Manager Webinar: Communities don’t want to be managed, they need to be nurtured
• @P_Lussier Community mgrs need to be “accessible & approachable; intensely human,” says @ambercadabra
• @SocialGeekMe being a community manager is not a “this is not my job” type of job.
• @spoonmovement #introchat – @ambercadabra says that being a community manager is “not for the faint of heart” and that it’s a hybrid of many disciplines
• @AdrianMabry Comm Mgr role follows 2 analogies – the ‘iceberg’ and the ‘duck’ analogies. Lot’s of activity that just isn’t glamorous

Several great links were discussed during the chat as well:

• The Community Manager Role Unplugged by Buzz Canuck
• The Ultimate Community Management FAQ by Amber Naslund
• What Defines a Community Manager by The Community Roundtable
• Importance of Active Community Management by Tom Humbarger

Jim solicited book recommendations at the end of the call from each of the participants and here is the short list:

• The New Community Rules: Marketing on the Social Web by Tamar Weinberg
• Six Pixels of Separation by Mitch Joel
• Linked: How Everything Is Connected to Everything Else and What It Means by Albert-Laszlo Barabasi
• Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernhoff

The recording of the chat is available at the introNetworks website and the slides are on Slideshare too.