Are you a Conversation Architect?

David Armano gave a presentation at MarketingProfs Thursday, March 29, 2007. He blogs a bit about how he felt following the talk here. My feeling is he's a bit tough on himself. I understand we all have communication preferences. We all feel there are arenas where we are more effective. But I feel he pulled together an enormous amount of information. He stated it clearly. I'm not sure you can ask for much more. Embedded below are the slides he used - courtesy of Slide Share where you might be able to see the text a little better.





First off, let me say David, Mack Collier, and Gavin Heaton are the triumvirate that nudged me into this "blogging" thing. To varying degrees they move me along. (Here's where I always stumble - by rights every one of you who visit here are the ones nudging me along - it's beyond humbling). I'd like to capsulize the main ideas of David's emerging media conversation that effected me the most.

The obvious - and foremost - thing for us to remember is we serve people. Whatever our vocation, calling, job, gig - call it what you will - if we are not putting people first - it won't work. We might call them customer, consumers, readers...but cut to the chase...and its people. And people want good experiences. Part of a good experience is good design. In order to help create good experiences, we need to be good designers. Design is not about making something look good - thought that is part of it - but its more about creating an experience that is pleasurable. I would say its about imparting a degree of happiness into the receiver of the message. Both Starbuck's and O'Hare airport are designed well - just differently. As bloggers, part of what we do is design conversation around topics of common interest. We are designers. Slide 8 debunks "designer" myth. Slide 9 shows some excellent design elements. The Target prescription bottle almost makes me want to come up with some sort of malady - just so I can get medicine in that container!

I could spend a long time on slide 10. It shows the building blocks of a digital experience. Built on a firm foundation of brand, business and users, Armano states the fundamentals as usefulness, usability, and desirability. Take some time looking at the questions asked in each pillar. The final two pillars take the experience beyond the expected - to sustainable and social. What this point says to me is if we want our brands to stick around they must maintain AND evolve. In emerging technology, they must also be social. I feel this is part of a blogs value. This part of the conversation naturally turns toward ROI - something I am aware of and my boss consistently reminds me. It is, however, difficult to quantify the time spent building a social network. Intuitively, we know it pays. But where does the rubber meet the road? After all, the bottom line got that title for some reason :)

The next group of slides are examples of digital experiences. I was impressed with some of what Dell is doing. My experience has been a bit less than satisfactory with them. We have a 2nd pc at home - it is a Dell. They packaged a whole bunch of extras on it. I have little problem navigating my way through a lot of it, but my bride is the main user. Her time at a keyboard is considerably less than mine (she's a nurse and deals with real people problems :) - start up was frustrating for her and, at times, still can be a pain. Mostly its the little things - filters, pop-ups, expired this and that. But it looks like Dell is reaching out. I'm impressed with how they've responded at Dell Hell. David devised a little Experience-o-Meter (if your reading, David, you really ought to patent it...maybe get one of these crazy geeks to build a widget! - imagine having it for pages and sites you visit - I'd like one that goes below acceptable for Windows Media Player - grrrrr) and he puts them beyond the basics and to the next level.

I was thrilled to see a newspaper site featured in the presentation - USA Today. While I'm a biased reader of my newspaper - The Spokesman-Review - just the fact that newspapers are on the radar as media engaging emerging tech is encouraging. One day I'll go into the journey we are on here. In a nutshell, News is a Conversation is a major part of it. We are a paid registration site for most of the local news but there are many places you can move around. USA Today seems to be a step or 2 ahead of us insofar as building a social community. David rates them "next level" in places - not quite "beyond basics" in others. I too wonder about storing pictures on their site. One thing I can imagine is that they may decide to post member "snapshot" someplace on their site. Similar to getting your picture on the cover of the Rolling Stone (I guess its WIRED this generation) - one day you might say "A photo of mine was published in USA Today". Next is a little riff on You Tube, then examples of blogs - one which takes it to the next level, the other not so much.

The pair of slides that pulled it together were 31 and 32. They are pretty self-explanatory but its where the title of this post is stolen - as bloggers and marketers who blog - we need to become "conversation architects". I love that - what a great job title! Bravissimmo, Armano! The goal - to develop our blog, our brand and our organizations into valuable community experiences.

I'm not a Twitter user - though this presentation has me right on the edge. The conclusion focused on the enormous potential it holds for gathering a community. I was about to register last week and it was a day Twitter experienced crashes and problems. I get enough frustration without asking for it - so another time :)

Sharing is the best way of learning for me. I hope highlighting these points has helped reinforce some of your thinking. Even more, I hope you've found food for thought. Enjoy the weekend - I'm off for a nice bike ride! The sun is shining in Spokane!

An SOB and I didn't even realize it...

No one ever accused me of being overly fast - fact is I don't run for the simple fact I don't like to have both my feet off the ground at the same time :)

Yep - it's true - a month ago - week 65 SOB's - (one of my favorite numbers by the way). Thank you Ms. Strauss - I am convinced you are one in a million! A happiness influencer!

I can be a Successful AND Outstanding Blogger. Wait - I am! I'd like to thank everyone for the consistent encouragement and comments. Its a bit like going into the Hall of Fame. I sincerely feel the support of all the SOB's in this blog nation. Check it out - I even got the purple button (puffing chest out)

Here's the class I went in with - we're the 65'ers:
Tino Buntic - the 2K Blogger Guy
Greg Balanko - Business Coach
Gifter - the Internet Wishing Well
Robert Hruzek - Middle Zone Musings (written by a guy with a GREAT first name:)
Mike Wagner - Own Your Brand - a wonderful posting on becoming an SOB
Todd And - Marketing meets Media and connects - what a concept :)
Jodee Bock - You Already Know This Stuff

That's some tall cotton. I believe a visit to each spot in SOB nation worthy of our eyes and our hearts. Don't forget the CON in May!

And, DA - if you see this...looks like I was already an SOB when you called me one last week - ;)

Psssst - Shhhh - its a secret

Absolutely cannot resist. I first saw it at Logic + Emotion during my Friday afternoon runthrough. Opening my big yap and leaving a comment only made me wonder more. Then it pops up on my feed reader at Mike's Converstations. Then Chris puts the same graphic up. When DA called me a perceptive SOB...well, that's all it took. Add persistent, too! And whether I'm right or wrong - it doesn't matter because at this moment - this very moment - I am having too much fun! My body is reacting to my emotions and they are running at a fever pitch. It's a blog high! The feeling you get that can't be described. I'd go so far as to say - and I KNOW Midwest winters...they are cold - I wish I was gonna be in Chicago on Sunday Feb. 18.

You can take the boy out of Iowa but you can't take Iowa out of the boy. The curious gene grows deep. So I wander over to Liz's place. And there it is! Eureka! Imagine this - a few bloggers show up somewhere and a celebration of sorts takes place. Its a not-so-secret bunch that thrives and flourishes on blogging - and more to the point - they thrive on conversation and the resultant success. Who's calling who an SOB? :)

I'm guessing that many - if not most - of you reading this post already recognize the value of community and conversation. I see many of the same names and faces in all kinds of places. What kind of crowd did I stumble into? What is fascinating to me is the conversation takes place across vast distances. This little path I've been on has taken me to Alabama, Australia, Des Moines (I been there), NY, Rhode Island, Russia, Texas...and those are the places just off the top of my head. The community ain't so small, but its pretty tight!

What does this mean for organizations? The organizations that we are part of and that are part of us? The communities we live in and SHOULD be making stronger? Here's what I think. Some see communication via pixels on a screen (blogging) as impersonal. The reasoning goes something like this - its a solitary activity consisting of ego driven ideas. How can it be of any help? Here's the reality - it might be solitary but it touches many - one at a time. It's an intimate connection. Its about sharing and giving to each other. Its about helping one another grow into our human potential. And its fun!

The buzz around Pssssst is hive worthy. I'll know this time tomorrow. And soon will find out whether David is right about me being an SOB! Great fun and happiness!