Posted by: DrAlanRae | January 20, 2011

Is sustainability the new Black?

Last week I was giving a talk on the Growing Jobs Project to the British Independent Fruitgrowers association’s Technical Day. This by the way was a research project I did last year into how to build a world class workforce for the horticultual industry.

What was particularly interesting was that all of the talks had working sustainably at the core of what the speaker had to say.

The science was all about managing pest control to minimize or eliminate pesticide residues with a lot of work being done at the East Malling research institute on that subject. We had a presentation on Garlic as a tree wash and natural insect repellent and two talks about managing labour in a way that increases how long it lasts. We’ll be selling the Garlic wash on our Intelligent Garden site.

The speaker from Waitrose was also explaining how they were building more longer lasting relationships with their growers while a very interesting talk was given by Emily Durrant who has worked with organisations such as Heineken and Bulmers and has done some work developing a sustainability index for fruit growers.

The index covered these dimensions

1. Farmer and Local Community
2. Social and Cultural Wellbeing
3. Environmental Pollution
4. Natural Resource Use
5. Biological Resources

Emily said that this sounds quite complicated but that it really boiled down to

Growing lots of quality apples at a fair price for a long time. That seems fair enough

The most serious thing that I took away was that the one thing that all the speakers referred to was the need to use water more effectively. There is certainly going to be increasing competition for water in the supply chain for fresh produce over the coming decades and all growers should have a strategy for dealing with this emerging issue.

I felt glad that we are following Lowaters in installing a rainwater harvesting system in our own nursery.

Posted by: DrAlanRae | January 4, 2011

Social Media for real Businesses Part 3

Here. at last, is the final part of the mini course.

It follows up the story telling and toolkit parts and looks in detail at how you get to identify and get close to the key 50 people that can make all the difference to the success of your business.

We look at how you can use social networking sites like Ecademy, Linked-in and Facebook to find and get into contact with these people and explore the use of tool like Klout and Peerindex to establish how well you are telling your story and being taken notice of.

Finally we explain what it takes to get to grips with twitter.

This completes the half hour talk which should give you a good grounding in current thinking about use fo social media.

Posted by: DrAlanRae | December 14, 2010

Growing Jobs report now available in Paperback!

Thanks to the wonders of social media marketing and a great new site called Completely Novel you can now buy the Growing Jobs report and the case studies as a paperback – 57 pages for £5.99

Growing Jobs was a project that we carried out earlier this year looking at what it would take to create a world class workforce in the horticultural industry. We were selected because we specialise in Business Performance Research and are also organic growers trading as Fletching Glasshouses.

It identified 6 key principles of workforce development and created 4 case studies with PDFs and short video clips of the people involved telling their own stories.

The 6 principles were

1) Adopt Good HR Practices
2) Keep your core team employed throughout the year
3) Find ways to make peak resourcing easier
4) Be innovative in looking for new blood
5) Be prepared to organise your own training
6) Promote our industry as a good place to work

You can find out more details at the growingjobs.org website

You can use this link to buy the report now.

The completely novel site also allows you to read it online before you buy it.

If you do got this route, please let me know how you get on

Alan

Posted by: DrAlanRae | December 9, 2010

You’ve heard me – now hear MC Hammer

Before we get onto the third section of this mini-course, I thought you might like to hear what MC Hammer has to say about social media.

This man is astute. He has some interesting ideas about seeding yourself into the conversation and staying relevant.

He also thinks marketing ” by the second verse I’m seeing the video and thinking about how they should be dressed”

Makes a change from all the usual suspects – doesn’t it.

Posted by: DrAlanRae | November 30, 2010

Social Media for real Businesses 2

Social Media for Real Businesses

I have been working the last couple of months on a project to help yet another group use social media to promote themselves. So we built a resource for educators and researchers to learn about building a strong and effective online presence. As well as presenting my role has been to build some on line reference material.

Again using the Camtasia tool here’s a YouTube video that tells you something about 8 tools for self promotion. Neat isn’t it. Some of these you will have heard of – others you certainly won’t have. If you want to know more about how to use these in your own business, please contact us.

Of course outbound broadcasting is only part of the story – you also have to engage with your audience by getting into a conversation. We’ll talk about that in the next post For those of you who can’t wait you can find the movie at my you-tube channel, http://www.youtube.com/user/DrAlanRaeBusiness

Posted by: DrAlanRae | November 22, 2010

Using Social Media in the Real World

We’ve been experimenting with various ways of getting your message across over the last few months.

One that’s quite powerful is Camtasia. It allows you to put voice overs onto power point slide presentations to produce good quality flash movies that can be embedded into blogs or other web pages. You do this by creating the video, posting it onto YouTube (or Viddler or vimeo) and then simply cut and paste the code into the page.

Here’s an example. It’s the first of three on thow to use social media for real business and it covers getting your story straight.

In following blogs we’ll look at how you can use some new tools to build a powerful collateral library and then how to deploy them using twitter, linked-in and facebook to provide the kind of story that you would want prospective business partners to find when they check you out via Google before or after they meet you. Again we’ll use the Camtasia created movie to tell the story. One thing that’s nice is you can also produce an MP3 sound only version.

So here’s part one – becoming a story teller.

Look out for part two soon.

Posted by: DrAlanRae | November 17, 2010

Facebook – the creeping giant

A fundamental characteristic of the internet (like life generally) is that nothing stays the same for long.

While most folks have been focusing on twitter, Google and linked-in to build their online story, Facebook has been quietly stealing their lunch.

According to Robin Goad’s brilliant blog “Hitwise Intelligence” Here in the UK, it’s now second only to Google in terms of visits and vastly swamps anything else in terms of pages viewed. In September it received 16.4% of all page views in the UK. That’s of ALL of them. It also accounted for 7.27% of all visits in the last period – only being pipped at the post by Google with 8.99%

It now has 55% of the visits for social networks – with YouTube the next player at 16% and it accounts for nearly 10% of ongoing traffic to sites making it the second most important source of traffic after Google. This figure rises to 12% for online retail sites.

So if you haven’t got a facebook strategy or at least a fan page yet – maybe you should be thinking about it.

Bit of a wake up call really. Here’s a nice picture of Facebook sneaking up on Google to finish up with.

Facebook vs Google visits Nov 2010

Facebook creeping up on Google

Posted by: DrAlanRae | November 5, 2010

Making a statement

One of the main tasks you need to fulfil to promote yourself as an expert in your field is to have a body of credibility building stuff available to be found whenever someone checks you out by Googling you – generally just before or just after they’ve met you.

You need to have things available that demonstrate you know your stuff, are easy to work with and will deliver.

Like any promotional task it happens in three stages

1 Have your story available
2 Find your audience
3 Interact with them to spread the word

Over the next couple of posts I’m going to explore this a bit – particularly looking at a few tools that might be useful to you in getting your story promoted.

Experience has taught me that ntegrity and authenticity are key because whatever goes on line never goes away – so don’t do anything your mother wouldn’t like because you will be found out. That means no drunken photographs and no on line bullying to show how clever you are.

While some people buy the bad boy – we should probably bear in mind that actually what works for Keef and Mick is not going to work for us.

The other point (which I’m really bad at remembering is that eople have really really short attention spans
Increasingly if it won’t fit on your iPhone or Android forget it – the trend is for mobile information streams on the move.

If you want to really build an online following you need to be followed by the influential and have permission to contact the rest when you’ve got something worth saying.

In short you need to track down who the players are – in your field, in your industry and get them to know who you are and like what you say.

So we’re going to look at this in two chunks

1 Building Your Story
2 Finding your audience and interacting with it

More soon

Posted by: DrAlanRae | September 7, 2010

#Ecademy as a school of marketing – a case study

Ecademy has always worked really well as a learning environment  because

a) Thomas Power has a nose for what’s trendy and he and Penny have attracted

b) a bunch of people who are happy to share their knowledge for the common good  and

c) we have another group of people who are thoughtful commentators who don’t allow us to get carried away chasing thistledown. In this latter group are luminaries like Stuarte Harris, Steve Holmes and Alan Stevens (who credit to him frequently crops up in group b) alongside people like Steven Healey, Tom Evans and more recently Nick Tadd one whose more memorable quotes is that “Geeks are the new Rock Stars” :) .

So here’s a little case study of how this all works in practice based on the Paper.Li  utility.

Step 1 . Thomas has been banging on for some time about how we are moving from a web of pages to a web of streams – starting with friendfeed and moving on via apps like my6thsense

Step 2. @stevenhealey discovers Paper.Li and tells us all about it. For those who haven’t been paying attention this is a little utility which takes a list of people being followed on twitter or a #tag and turns the links tweeted from the list into a daily newspaper format. Steven is a noted sharer here so a lot of the usual suspects (your humble correspondent amongst them) duly created their own daily newspapers.

Step 3. In the ensuing debate Alan Stevens (@mediacoach) cautioned against being too indiscriminate as he was getting feedback about overkill from some of his own contacts. There was a useful and reasoned debate on this thread here.

Step 4 Now for my own modest contribution in which I share what I’ve found out by playing around with it.

In the ongoing  Open Random Supportive   vs Closed Selective Controlling  debate I think the Jury’s out.

My random list (everyone I follow) provides a better read than the select list on business topics as far as I can see. On the other hand if you wanted to gen yourself up on a topic like #marketresearch or offer a digest on a particular topic then working from a list of 100 to 300 seems to give good results.

I’ve come to the conclusion that its about context. If you get a good list and embed it in the right place it can be really beneficial to your client base.

So here is an illustration of something I did with the Intelligent Garden site which is aimed at selling gardening impedimenta to the committed gardener. Since the site deals with issues of organic and scientific approaches to gardening and discusses permaculture a bit – I created a list in tweetdeck of all the main magazines and gardening experts in the UK plus some people from the US and Australia. I then got paper.li to create a newspaper from it.

I then used the widget code from the paper.li promote button to embed it into the intelligent garden site.

Since this is built in WordPress, using the Atahualpa theme I was able to embed it in the left side bar. If  you understand the rudiments of html you can easily adjust the width of the widget and the colour of the masthead. – it looks like this.

This gives you a great way of making your site sticky because it is automatically regenerating relevant content Daily. How cool is that?

So now you know how to achieve that.

The point is that none of this would be possible without the contribution of some of the individuals named above OPERATING IN AN OPEN AND SUPPORTIVE environment with a tradition of this kind of self help and sharing.

That’s what’s truly unique about Ecademy. You couldn’t pull this trick off in linked-in or facebook.

Posted by: DrAlanRae | September 3, 2010

Social Media for Real Companies

Having been engaged in this area for several years now, I’m always concerned that what passes for expert thought is often aimed at the twitterati themselves – how to use twitter to sell more things about twitter etc.

I’ve just finished working on the last slab of a long running research project into how small companies actually use the web and social media to promote themselves. This has been looking at what companies in the Aerospace supply chain actually do – and how they make use of the social media as part of the mix.

These are very traditional businesses which use much of the sales and marketing processes that the heavy engineering industry I left in 1981 used. However – they do use linked-in a bit and they use i-phone apps if recruiting. But that’s about it.

So I’ve done some work on the report to generalise it into an e-book suitable for companies with real (as opposed to online marketing) businesses.

Some of the key ideas bringing everything together – like the online presence is the scenery for a the real, face to face, play – are captured in this slide set. I hope you find it interesting.

If you would like a copy of the e-book please let me know

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