All the kids are gathered by the gigantic windows to watch the plane pull up. They’re pointing and asking questions and are so excited because soon, they––yes they!––will be up in the air too ... in that very plane... as will I. And I admit: I am feeling this excitement too. For, I’m going to WOMMA where I will be like these kids––pointing and asking questions and so excited because of something different ... something cool ... And for me, it's this place of cool––this conference and social media and Word of Mouth and co-creation and authenticity ... all of these cool things which create a world as large and transparent as these gigantic windows––and as big as the eyes of these kids right now.

So, let's board it now, friends. And here’s to new frontiers.

Check back. I register tonight ... Onward ...

TAGS: WOMMA, social media, CEO, viral, buzz, blog, marketing

Whoa, whoa, whao Nelly.

Today, the Center for Media Research reported that the US is currently spending 4.7 billion dollars for "preferred placement on search engines" ... The monopoly is beginning ... Or is it? Really, just what does this mean for the little guy? Sorry Charlie? Nope. Not in the least.

With blogs and other unique social media tools––all based on word of mouth––clever companies are sneaking around these big guys with real results. Case in point (no pun intended) Hugh MacLeod has helped Stormhoek Wines get major recognition and über-strong search engine placement (oh,and helped double their sales in one year) all through the power of blogs.

How is this possible, you ask? Because search engines like Google recognize blogs––every post and entry in blogs––as searchable.

So, pick your keywords and get writing. Or better yet, co-create oodles of blogs with your customers and employees (scobleizer anyone?) ...  And watch your numbers––and your placement––rise. 

And use that 4.7 billion elsewhere.

Quick, before you can think too hard about it: Where are you on your journey of authenticity?

What do you tell your friends? Your sisters? Your partners? Your lovers? What do you talk about? Do you reminisce about lost conquests? Do you long for the future? Do you count your money, while you're sitting at the table? And the biggie: do you put yourself in boxes? What are your limits?

I am two days away from an airplane ride that will put this all into perspective. And then some.

Here's to authenticity. Today and every day.

Hmmm... What was I thinking? Oh yes: Word of Mouth. As the WOMMA conference gets closer, my brain wraps tighter around this concept of the power of talk. Kids talk, grandmas talk, families talk, friends talk. How is it possible that this gets pushed aside behind slick marketing campaigns and brand 'essence' ... It's odd. Nonsensical. Silly.

It's a fact of quantum physics that at the most minute of details, at the most intricate of truth, measurable 'parts'––waves and particles and the like––actually change forms when being observed and measured. Just like your customers. When they're in a room and you're behind the mirror, these people change. They don't talk about your product like they do when they're with their girlfriends or families or co-workers. They don't open up like they do when they're being authentic or real. They change. They manipulate. For the sake of the measurement, for the sake of the observation, they shift shapes. No one gets an accurate reading. And the mystery continues.

The solution? Word of Mouth.

Yep, we're finally coming around to the excitement of Word of Mouth as a viable––no, as a preferred form of marketing science ... It's  genuine, it's  constant and it reveals the nugget you want to find. And moving beyond stale experiments into this vibrant new world of truth and reality? This is where the real breakthrough happens.

Sheesh. It ain't rocket science.

Back again. Just getting this blog up and running and thinking about all the great online opportunities for co-creating kick-ass businesses and authentic brands.

Fact in point, I visited the Walker Art Center last night to see the Warhol exhibit and, of course, his "everyone will be famous for 15 minutes" quote was discussed in an acrylic plaque on the wall. Next, while there, I also attended a lecture which covered "a discussion of the relationship between culture, technology, destiny and free will." This was led by Paul O'Brien and Rick Levine, two fellows who are using the web as a tool of divination to great success.

All in all, it was a rousing evening that brought me here––a fan of Social Media once again:

Just as Warhol transformed contemporary art through the ancient art of celebrity ... just as O'Brien and Levine transformed business through the ancient arts of the i-ching and astrology ... Social Media is now transforming branding and marketing through the ancient art of Word of Mouth.

Blogs, wikis, podcasts, photo sharing ... these Social Media tools are getting people talking and sharing. And these people are getting more people talking and sharing. And on and on and on and on. And this is just the beginning.

So 15 minutes? Oh yeah, baby. That an a whole lot more:
Social Media is quite possibly redefining destiny as we know it.

WOMMA is quickly approaching. The decision for a frank representative to go was about as fast... But as they say, intuition often opens the best doors to the best opportunities. And this door just so happens to be opening to Disneyworld ... and the brightest & best in Word of Mouth marketing and beyond.

So, welcome to the ride. And check back often. I'll be blogging, pontificating and posting the entire time. Oh, and the goal? To offer insight and spread the news. That is the point of Word of Mouth, yes?

Five days and counting,
Elissa

Care to come for a visit? The coffee's on, the beer fridge is stocked, the animal crackers are waiting.

frank
2657 DuPont Avenue S, first floor
mpls, mn 55408

[Or, want to drop a line? Send us an email, friends.]

the essence of Web 2.0 ...

perpetual beta • emergence • collective intelligence • co-creation • long tail • open APIs • mash-ups • radical trust • lightweight • folksonomy • linkology

is the heart + soul of the frankosphere ...

Created from our own passions, frank -- along with some über-creative, incredible friends -- is delivering inspiration, books, journals, consulting and wild Web 2.0 tools around unique offerings, ideas and personal endeavors€...

Most sites + services are in the wonderful, expansive space of production as we speak. Check back often for updates and links. In the meantime, here are the goods. Please add your own comments + ideas if you have them. Like the universe, the frankosphere is ever-expanding... Dig it?

e > v: evolution through vacation
printed travel journal + tools and online inspiration + community that reframes destinations based on human emotional experience; helping turn "vacation energy" into "everyday energy." journal+cards coming soon.

BuddhyCall
women's underwear line that promises affirmations with attitude, mantras with moxie and statements with soul. visit the site here and check out the new facebook group here.

Toe Jam & the Toenail Fairies
a kid's book + online experience that empowers & delights us all with the story of the incredible Toe Jam and The Toenail Fairies! (what do you mean you've never heard of Toenail Fairies? learn all about them here!)

designRadius
an online global community of designers for designers to improve their creative output by connecting, collaborating, receiving feedback and cataloging their work.

the green bridge
a new non-profit demonstrating American global leadership in the fight against climate change by making leading-edge, high-performance sustainable design a reality for U.S. educational institutions. work in progress here.

FiserableMucker
how are you living your life? are you a fiserable mucker? if so, dive in here for some independent self-discovery! it's the anarchist self-help site. and it's coming soon.

real I.T.
organizational courage where it's needed most: during an intense I.T. infrastructure overhaul! curriculum and tools underway now.

Great clients. Great projects. Great relationships. Here's what some of our favorite frank friends had to say about their frank experience:

••••

"We knew we needed to change the way we talked with our employees. Continuing cynicism about corporate motives, combined with information overload, made it increasingly difficult to engage our employees with traditional corporate communications vehicles. We knew we needed to 'break some china' to jump-start the conversation. Our discovery of the frank team came at exactly the right time. Our knowledge of social media was minimal, but our gut told us that this was an avenue we needed to explore.  The team at frank has educated ING on both the spirit and "how to" of social media.  I've quickly moved beyond seeing this as the latest 'fad' in technology to understanding the power it has to connect us all through candid conversations that are inclusive and respectful. While many have worried out loud about the web's power to isolate us as human beings, frank is one of the early pioneers to apply social media to increase our sense of community, trust and shared objectives."
- Ruth Weber Kelley • Senior Vice President 
Internal Communications • ING Americas

••••

"In promoting my firm (INTEP), a new project (BioHaus) or even myself, frank has been an eye-opener, a communication enabler and a powerful facilitator on the path to discovering other needles in the haystack of opportunity. Yes it's the new technology, but it's also been the creativity, inspiration and the hard-working frank team that's made a real impact for me."
- Stephan Tanner, AIA • Principal • Intep LLC  >  Founder • The Green Bridge

•••••

"Working with frank was our first exposure to social media and the entire frank team was exceptionally focused on making our experience with them a productive learning experience. In their work with us at Concordia Language Villages on the Waldsee BioHaus project, they offered lots of personalized support and guidance. What really stands out is their creativity, their thirst for pushing the boundaries of interactive media, and their flexibility in meeting a client's needs. There is no doubt in my mind that based on working with frank to get a sense for the potential of social media that our organization will push for more activity in this realm across the board. It’s where today’s market lives and not understanding the role of social media could be detrimental. And it’s easy to accomplish, easy to keep fresh and current, easy to connect with an immensely broad public that is interested in what you do, your mission, and your work."
- Martin Graefe • Director of Operations • Concordia Language Villages

•••••

"Most folks would just laugh off the idea that organizations would actually strive toward an ideal like authenticity. But when you talk to the folks at frank, they tap into that. They gently challenge you to be the best organization you can be, and the best people you can be. Sounds crazy in these cynical times, but I'm watching it play out with the organizational development work they are doing with the non-profit I run right now. We've been in this period of major growth, and we needed to get back to the basics of who we wanted to be as an organization, as a culture, as people. At the same time, frank is helping us tell a story of who we are that is richer and deeper than we were doing on our own. They're fun. They're smart. They're creative. They're for real."
- Jennifer Ho • CEO • Hearth Connection

•••••

"Give Us Wings is a small non-profit organization that works with people in Kenya and Uganda so that they can overcome poverty and be self sufficient. We have lofty goals and solid development knowledge. What we don't have is a lot of money and our goal is to get as many dollars as possible to the people of Africa. We are a volunteer-based organization so things like reaching out into the big, somewhat scary, new world of social media wasn't on our radar of possibilities until frank found us. Suddenly, it seemed, we were blogging, podcasting, flickering, and all kinds of wild things. frank spent as much time with us as we needed to discuss our ideas, vision and fears. They took us by the hand into the unknown with gentle encouragement but strong beliefs that this could work for us. And it has! They have been patient and not gone away when we perhaps didn't implement as quickly as we could. There are many more possibilities to explore and we are eager to do so. frank's creative competent culture is just what we need to get our vision into the universe."
- Mary Steiner Whelan • Director • Give Us Wings

••••••

"It was nice working with frank. As a German business owner, it was my first experience with a totally American firm. I like your concept for message dissemination based on individual contact from person to person. My world in Germany is full of technical values and possibilities. You brought me closer to understanding the American way of how to speak with customers. You also changed my way in speaking to my German customers – often professional-like architects and contractors – in a form that every non-technical person understands in the USA. For this point of view, I would like to thank frank!"
- Klaus Mueller • Principal • Optiwin Windows

•••••

"frank engaged with us on a deep dive for new concepts to serve our Empty Nester (Boomer) customers. They brought a fresh perspective on the demand for possible solutions to better serve our customers - in the areas of bringing a sense of community and the creation of various experience-based offerings. They are creative, engaging, and have partnered well with us as their client."
- Mary Maurice • VP New Product Development • Best Buy

•••••

"frank is a plummy anomaly, a genus of species, gutsy and smart in the face of life's wildness. frank is a true-blue minstrel of social media competence. frank pulses with a radiance that has helped me understand and apply new social media perspectives within the richness of online communities, and as such, applying new ways of using technology to strengthen human connections. frank has lifted heavy curtains for me, accurately helping me expand what I'm capable of doing, building deeper, closer, more sustainable relationships with my customers. frank has boundless energy and enthusiasm, superb work habits, puts the toilet seat down after using it, and has terrific organizational and communication skills. their positive visions have a way of finding reality – through their understanding of contemporary life, through new innovations, collaboration and forward-thinking leadership."
- Andy Halper • Principal and Professor of Boredom Prevention • Motivage

They say: if Web 1.0 was the corporatization of the web,
Web 2.0 is the humanization of the web.
[Cool.]
But what happens when 
you’re trying to build a 2.0 business in a 1.0 environment?

And: how do you push through when 
hidden resistances may be coming from your own self?

••••••••••••••••••••••••••••••••

Section I > the big idea

The Lie:
We are separate.
CEO from employee.
Company from customer.
Me from you.
And technology is only making this worse.

The truth:
We are one.
Consumer with brand.
Citizen with community.
Individual with universe.
And technology
is just starting
to make this real.

Authenticity, merit, creativity, courage, collaboration, co-creation.
These ideas are the foundation of the collective consciousness.

These are the truths that make us one.

And OMG.

These
are
the
values
of
Web
2.0
!

These ideas aren’t new.

You’ve heard them from:
Buddha. Jung. Einstein.

You find them in:
Music. Art. Poetry.

You feel them in:
Campfires. Innocence. The sunrise. Puppies. Beaches. Laughter. Raindrops. Hugs. Green grass. Red balloons. Ice cream. Beer. Snowflakes. Smiles. Vacations. Hot coffee. Free parking. Fields of flowers. Breakfast in bed. The moon. The sun. The stars.

Giants through the ages
[and the simplest of pleasures]
prove the power of these truths
every day.

So, what’s the hold up?

Why can’t we get it?

Why can’t we believe: We are One?

Oh yeah.

 That pesky lie.



And...

(dum dum dum)



A whole slew of 1.0-like excuses.

That old-school,

 corporate-based,

 scarcity-focused

 world of...



control & delusions & rules



fear & ego & manipulation



expert & hierarchy & bosses



[OH MY.]

So, how do we emerge?

We dare.

We dare to go from:


“Us VS. Them” 

>> to >>

 “We”
•••
“Me VS. You” 

>> to >>

 “Us”
•••
“Be creative.”

 >> to >> 

“Be creativity.”
•••
We dare to go from:

a 1.0 mindset 

>> to >> 

a 2.0 attitude

And how?

•••••••••••••••••••••••••••••••••

Section II > 
a long look in the 
big honkin’ mirror of life


Meet Barrier #1: 
Technical Resistance

“I’ll break it!”



"What are all those buttons?"

“I don’t want to touch it!”



To T.R. folks:

 Technology is a mystery.



Technology is a series of numbers and codes
 that could render us obsolete.



Technology is
“big, bad, scary guy.”



When in reality?

 Who’s
really scared
 of whom?


(more on this in a minute)

•••••••••••
Barrier #2: 
Value Resistance

"I’m not creative.”



“I don’t want anyone stealing my ideas!”



“Why would you want to be transparent?!”



To V.R. folks:

 Technology will “make me look stupid.”



Technology means a space of no control.



Technology is opening for chaos; 
technology is an emotional enemy.



When in reality?

 The emotional enemy
 might just be
 somewhere else...


(more on this even sooner)

•••••••••••

Finally, Barrier #3: 
Connection Resistance

“I’m stupid.”



“I’m afraid.”



“I’m not worthy.”



To these final friends:

 Technology highlights our inadequacies.



Technology is
 yet another world
 in which
 “I don’t belong.”



And most of all:

 “Technology is further evidence 
of my lack of value to the universe.”



When in reality?



We forget what we all

have in common:



We’re all making it up
 as we go along.



At work,
 at home,
 on the train,
 we’re all just trying 
to figure it out.



In our own way, in our own time.



From the people who don’t want to break the computer...



To the people trying to control their
 environment/surroundings/job/life/emotions...



To the folks ready to dig deep 
and unearth the really scary stuff...



We’re all just hoping for a  breakthrough.



And to find it?



We need to have a breakdown.



Yep.


We need look at our resistance to 2.0 ideas
 and parallel that with something bigger.



And once we
 crack this nut?



We change the world.



So: 
let’s change the world.

•••••••••••••••••••••••••••••••••

Section III > 
the work

Ready?



Here are some questions:



What do you stand for?



What story do you tell about your tribe? Your family?
 To yourself? To others?



What makes 
you feel separate
 in your relationships?



At work,
what does your ego 
try to convince you of 
every day?



In your branding,
 who are you manipulating right now?

 What are you hiding?

How boldly will you engage
 with your community?

 With your adversaries?

And more: 

What risk would you take for global change?



These big questions
 set us up for
 bigger answers.



And even bigger possibilities.



Possibilities built on courage.



Possibilities that release control.



Possibilities that avoid complacency.



Possibilities that bring about magic.



And the only way to grab hold of it all?

Let Go

Of fear.



Of ego.



Of judgment.



Judging yourself.

 Judging others. 

Judging your circumstances.

Let go.

 Let go. Let go.

 Let go.




Because when you let go,

 something amazing

 happens.



You fall.



Up.



Away from the old views, away from the old demons, 
away from the old voices.



You realize control is a delusion.



Your ego is a gnome.



And everyone else is in the same boat with you.



Bobbing along, 
figuring it out,
 trying not to get seasick.



And you’re not alone.

 And you never will be.

 And you never were.



Because again:

 we are one.



So now, 
let’s bring it all home.

•••••••••••••••••••••••••••••••••

Section IV > use those 2.0 tools,
you bright & shiny
2.0 stud(ette)...
 [in 5 easy steps]

1) LISTEN



First things first: you have your truth, you have your point of view.

Now, shut up about it. Open your ears. And listen.


To others,

 to your customers,

 to your employees,
 to the world.



Fact is:
 Out there in the 2.0 universe, people are already talking.



About your product, your service, your values.



Find out what they’re saying. Now.



(p.s.: the blogosphere is a good place to start)

•••••••••••

2) ENGAGE



Cool. They’re talking.

Now you have a choice.



Ignore, participate or lead.

(Guess which one we pick.)



Yep. It’s time to engage with this discussion.



Dig deep
 and participate
in this new world of openness.



Because remember: 
the vital act is the act of participation.



Or: 
if you don’t do it,
they’ll do it for you.

(Kryptonite, anyone?)

•••••••••••

3) TRUST


OK. OK. 
About now you might be ready to bail.



People are edgy. Things aren’t ‘normal.’ You’re starting to sweat.



Instead, look me in the eye when I say:

 This Is Good.

This is Productive.

You’re Right Where You Should Be.



This is the time to trust the process.

If you start to panic, just remember: Like Attracts Like.



Trust the process and it will trust you.



(the rules of the universe don't lie: you gotta contract before you expand)

•••••••••••

4) GENERATE



As you move through this process,
you soon realize: 2.0 is a game changer.



Which means, you don’t have to do it alone anymore.



You’ve got fans out there.



The wisdom of the crowds is here to help you,
 work with you,
 dance with you.



In other words: let the crowd take the lead. 


They know where they’re going.



(note to self: UGC is the core of 2.0)

•••••••••••

5) OPTIMIZE



You're rocking.
You're rolling.



Now:

Let’s keep 
evolving, changing,
 striving & jiving
 to make the most
of your message.



(In other words: Tag, ping, trackback, measure ...
and get the most out of this mother.)



So, to recap?

Let Go.



Listen

Engage

Trust

Generate

Optimize



It’s a process that
 shocks the status quo.



Challenges the establishment.



Shakes shit up.



So it must be good.


Still not convinced? 

OK.

Of all the oodles of 2.0 rock stars, 
learn from some of our favorites––old and new––right here.

•••••••••••••••••••••••••••••••••

Section V > 2.0 movers & shakers

Let Go for Individual Change >> [Cool Example: esnips ••• Share your stuff––whatever the electronic media: photos, poetry, film clips, flash files, music. Tagging lets you hook up with others who dig the same vibe. And it's free.]

Let Go for Relationship Change >> 
[Cool Example: groups.yahoo.com ••• A discussion-group site that helps you to chat, share photos, share a calendar, take polls, post messages and share files ... A cool idea to stay in touch & plan stuff with your chums.]

Let Go for Business Change >> 
[Cool Example: linked in ••• A business networking site that helps you meet friends of friends, find inside connections, learn what a company is really like, find out who’s hiring (and who would make a great candidate)... Get hooked up now.]

Let Go for Community Change >>
 [Cool Example: zaadz ••• Take MySpace, add a dash of social consciousness and ta-daa, here's a community site that helps you be the best you can be, share the best you already are and find people who are doing it all right along side you. Tagging offers quick links to others who share your interests. (And blogging is a snap.)]

Let Go for Culture Change
 >> [Cool Example: YouTube ••• Here's to flattening an industry. Shoot, upload and--if you have the goods--you too can become a star. (Or, even, make a buck or two... see Brightcove and Revver.)]

Let Go for Global Change
 >> [Cool Example: kiva ••• A small non-profit group that links you and me to people who need micro-loans (or vice versa). This group has had such incredible interest and volume, their servers are sweating to keep up. All based on the generosity of others... Sigh.]

•••••••••••••••••••••••••••••••••

Section VI > 
the beginning


Feeling good? Feeling solid?

Great.

Now, before we go, 
we have one more biggie.

Frank thinks ... with all these tools and values and folks and ideas and creating and sharing  ... this is what we're thinking:

"Web 2.0 is the manifestation 
of the collective consciousness."

Which means:
 You’ve been invited to the party all along.


Because you’re at the party right now.

So, get out there and have some fun.

(Twister, anyone?)