Category: People Helping People

By Posted on Posted in Abundance and Prosperity, Customer Service as Marketing, Marketing Techniques and Philosophies, People Helping People, Publishing, Web 2.0/Social Media

For years, I’ve been a proponent of viral marketing; as one among may examples, it’s the main tool I’ve used to gain support for the Business Ethics Pledge.

One of the best viral marketers I know is Ken McArthur, known for his joint-venture Internet marketing conferences. I met Ken several years ago at one of Fred Gleeck’s book marketing conferences, and then again a few years later at Mark Victor Hansen’s book marketing conference. We’ve stayed in touch. And since meeting him, Ive noticed that he crops up absolutely everywhere.

Yet even though he’s obviously been gong to book marketing conferences for years, he didn’t have a book. Now, he’s finally about to release IMPACT: How to Get Noticed, Motivate Millions and Make a Difference in a Noisy World (yes, its an affiliate link). I’ve been one of his many informal advisors, and even commented to him a few months ago that I also have a book title that ends with “in a Noisy World” (Grassroots Marketing: Getting Noticed in a Noisy World, published in 2000 by Chelsea Green

Frugal marketing genius that he is, Ken wouldn’t be content with an ordinary book launch–so he created one of the most powerful viral marketing ideas I’ve ever seen. I wish I’d thought of it.

You know the concept of internships: students donate labor in exchange for training. Ken has taken this to an extreme: he recruited over 100 people to be his unpaid Internet marketing corps, in exchange for learning all his tricks via a series of conference calls. What a perfect example of the Abundance Principle at work! The six-week program started tonight.

I decided that one of my contributions to the effort would be to chronicle it here. So thus, my key takeaways from call #1:

  • 100 people can have a huge impact in a number of ways, for example all contacting the same key influencer, or divvying up John Kremer’s 1001 Ways to Market Your Book (fewer than 10 ideas per participant)
  • Not only are affiliate commissions an effective motivator, but you can motivate your affiliates further by making the deal open-ended. When people sign up for Ken’s affiliate program, they will not only earn a couple of bucks on the book, but also on all sorts of backend products from now to eternity–products that will pay many times better than the book sale.
  • Ken is providing tasks and thus not only training others but outsourcing the ground work. He asked participants to generate lists of key contacts, blogs, forums, and potential joint venture partners.

    • This is an easy one for me, as I know a lot of people in the independent publishing sector. Except that I can’t really separate influencers from JV partners. But because what he’s doing is newsworthy in the publishing world and in the Internet marketing world, I have a number of people I could approach to let them know about what’s going on, including John Kremer, Dan Poynter, Fern Reiss, Patricia Frey, and Joan Stewart–all very big names in the world he’s trying to reach.

    Ken being Ken, he makes it quite worthwhile to visit his site, offering a truckload of quality resources just for dropping by.

    Is this your chance to learn from a master launcher, without paying thousands of dollars for a product? I think it might just be.

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    By Posted on Posted in Abundance and Prosperity, Arts & Entertainment, Marketing Trends/News, People Helping People, Web 2.0/Social Media

    Artists, authors, and other creatives, take note: Kevin Kelly, the guru of Wired Magazine, says you don’t have to be a starving artist anymore. Instead of grabbing for crumbs at the very end of the long tail, build a base of 1000 uber-fans. All you have to do is add one person a day for three years (not that long to pay your dues, really–historically, many artists spent decades to achieve this kind of fan base).

    Better yet, Kelly outlines how to make this self-funding without anyone worrying about not getting their money back if you don’t make your goal, through a very cool Web 2.0 website, Fundable.org

    Over the years, I’ve always liked Kelly’s work–although sometimes the layout of Wired makes it rather unapproachable. This article, however, is on a blog called The Technium, and it’s very easy to read.

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    By Posted on Posted in Business Ethics, Marketing Techniques and Philosophies, Marketing Trends/News, People Helping People, Web 2.0/Social Media

    Yeah, I know–viral marketing and all that. And I actually love referral marketing, but not like this.

    But am I the only one offended when someone gives me a tell-your-friends page before I even see the product? It’s happening more and more lately. These unfortunates happened to be the ones to push me into ranting about this trend, but it could have been any number of others.

    At least these guys were smart enough to do a “no, thank you” link where I could still get the download. But I value my reputation and I’m not in the habit of sharing e-mails of my friends with strangers who send bulk mail. Had the only way to get the report been to fill in e-mails, I’d have either given phony names or bailed out.

    Maybe this is one of the factors contributing to the growth of social media at the expense of e-mail. Successful marketers can still be clueless when it comes to human relationships.

    In fact, when I get to all those petition sites (and I confess, I sign a lot of political petitions), the thank-you page invariably asks for addresses of my friends. I never give them. Instead, if I find the petition worthy enough to send, I’ll forward the e-mail, bcc, to my politics list.

    And at least there, I’ve had a chance to see the text, decide if it’s something I want, and pass it on. Why marketers think I’m going to feed their mailing-list fish tank before even seeing the fish… Yuck!

    If you like this rant and want more about how to run and market an ethical, successful business, you may have a look at my award-winning sixth book, Principled Profit: Marketing That Puts People First. You can get the first few chapters as a no-charge download, and you don’t have to fill in a squeeze page OR a tell-a-friend page to get it. So there.

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    By Posted on Posted in Ethics-International, Peace and War, People Helping People, Shel's Personal Life, Social and Economic Justice

    Throughout history, far more lasting, positive social change has been accomplished through

    nonviolent (though often massive) organizing than through coups, violence, military dictatorships of the left or the right.

    Need examples? Just in my own lifetime, there are many. A few to tickle your memory:

  • The US Civil Rights movement
  • Abolition of apartheid in South Africa
  • The Solidarity movement and the dismantling of the entire Soviet empire
  • Getting the US out of Vietnam

    The skills involved in this kind of organizing are not necessarily intuitive, and if you only look at traditional history sources, they aren’t well documented. However, plenty of people’s history exists, and numerous courageous individuals have spent their lives studying these skills, and building them in others.

    I didn’t know Gandhi, Martin Luther King, Jr., Nelson Mandela, or Dorothy Day–but I have been fortunate to know personally some of the leaders of this movement. The late Dave Dellinger was a personal friend for a few years. And I knew George Lakey and Stephen Zunes when I lived in a nonviolent study and action community in Philadelphia. Stephen and I even collaborated as the principal authors of a paper on future directions for the peace movement.

    I bring this up not to name-drop but to be able to speak from personal experience that these are people of very high integrity.

    So I was a bit shocked to get an e-mail from Stephen calling attention to criticism he and Gene Sharp (author of the definitive analysis of nonviolent social change, The Politics of Nonviolent Action), and others. Apparently, they are being targeted by certain elements of the left who sees them as tools of imperialism–including Hugo chavez of Venezuela.

    Stephen has posted a long rebuttal to this absurd claim on the Foreign Policy in Focus website.

    Stephen points out that the consulting he and other nonviolent activists do focuses on helping democratic opposition to totalitarian groups favored by US government interests, and not on destabilizing governments the US doesn’t like. In fact,

    …The only visit to Venezuela that has taken place on behalf of any of these non-profit groups engaged in educational efforts on strategic nonviolence was in early 2006 when I – along with David Hartsough, the radical pacifist director of Peaceworkers – led a series of workshops at the World Social Forum in Caracas. There we lectured and led discussions on the power of nonviolent resistance as well as offered a series of screenings of a film ICNC helped develop on the pro-democracy movement in Chile against the former U.S.-backed dictator Augusto Pinochet. The only reference to Venezuela during those workshops was how massive nonviolent action could be used to resist a possible coup against Chavez, not foment one. In fact, Hartsough and I met with some Venezuelan officials regarding proposals that the government train the population in various methods of nonviolent civil defense to resist any possible future attempts to overthrow Chavez.

    • I very much like Stephen’s analogy of nonviolence training and the appropriate technology/green development movement:

    Just as sustainable agricultural technologies and methods are more effective in meeting human needs and preserving the planet than the conventional development strategies promoted by Western governments, nonviolent action has been shown to be more effective in advancing democratic change than threats of foreign military intervention, backing coup plotters, imposing punitive sanctions, supporting armed rebel groups, and other methods traditionally instigated by the United States and its allies. And just as the application of appropriate technologies can also be a means of countering the damage caused by unsustainable neo-liberal economic models pushed by Western governments and international financial institutions, the use of massive nonviolent action can counter some of the damage resulting from the arms trade, military intervention, and other harmful manifestations of Western militarism.

    Apparently, there will be some kind of action campaign in support of Gene Sharp and others. I Not in the article but in the letter, Zunes writes,

    I’ve recently posted an article which critically examines these claims that popular indigenous pro-democracy struggles and Western nonviolent activists who support them are somehow collaborators with U.S. imperialism… Among the things I address is the irony that so many on the authoritarian left ˆ after years of romanticizing armed struggle as the only way to defeat dictatorships, disparaging the potential of nonviolent action to overthrow repressive governments, and dismissing the notion of a nonviolent revolution — are now expressing their alarm at how successful popular nonviolent insurrections can be, even to the point of naively thinking that they are so easy to pull off that it could somehow be organized from foreign capitals. (One would think that Marxists would recognize that revolutions grow out of objective social conditions…)

    Anyway, I will shortly be sending all of you an open letter in support of Gene Sharp and other folks who do this kind of work I hope you will consider signing on to.

    When I get the link, I’ll post it here.

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    By Posted on Posted in Blogroll, media-general, People Helping People, Web 2.0/Social Media

    This is cool: a new social networking venture that has journalists–both mainstream and New Media (e.g., bloggers) judging the relevance of stories and filtering them to the world at large. Sort of like Digg but covering a much broader sphere, since absolutely every field has its own journalists.

    The venture, called Publish 2, is fronted by Scott Karp of the very nicely done Publishing 2.0 blog.

    I was not familiar with Scott, with Publishing 2.0, or with Publish2 (which was announced back in
    August)–but in true “social proof” fashion–this is why search engines are less important than they used to be–I followed a link from Joan Stewart’s excellent Publicity Hound, which I’ve been reading since she interviewed me many years ago, to a long article by Howard Owens on bringing non-wired journalists up to speed, and he had a link to Publish2.

    Wow, no wonder I’m falling behind on my work! The Web is just too darned seductive for an info-junkie like me. 🙂 I’ve got a client project to get done today–but first, off to request an account at Publish2.

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    By Posted on Posted in Peace and War, People Helping People

    Bassam Aramin lost his daughter in January. Bassam is Palestinian; his daughter was killed by the Israeli army.

    Most people would seek revenge–especially someone with Bassam’s background. He spent seven years in an Israeli jail, for terrorism.

    But Bassam, and the small group of people he works with on Israeli-Palestinian relations, understands that more violence doesn’t bring his daughter back.

    Bassam is a co-founder of Combatants for Peace, a remarkable group that brings people together on both sides–not just bystanders or even activists, but people who formerly participated directly in continuing the violence.

    Bassam has a beautiful essay in the Jewish Daily Forward: “A Plea for Peace From a Bereaved Palestinian Father.” I urge you to read it.

    Here’s a little piece:

    I will not rest until the soldier responsible for my daughter’s death is put on trial, and made to face what he has done. I will see to it that the world does not forget my daughter, my lovely Abir.

    But I will not seek vengeance. No, I will continue the work I have undertaken with my Israeli brothers. I will fight with all I have within me to see that Abir’s name, Abir’s blood, becomes the bridge that finally closes the gap between us, the bridge that allows Israelis and Palestinians to finally, inshallah, live in peace.

    I heard some members of Bassam’s group, a former Israeli soldier and a former Arab terrorist (not Bassam) just days after Abir Aramin was killed, and I was deeply moved by their story of seeking peace even as their own hands had built the violence. Here’s the report on that event.

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    By Posted on Posted in Business Ethics, Ethics: General, Media Ethics, People Helping People

    Hey, big CEOs with ethics problems–learn a lesson from Oprah Winfrey. Yes, Oprah, the talkshow queen of daytime television.

    She started a leadership school for girls, in South Africa. When she discovered that 15 girls accused a female staffer of sexual assault, she first immediately removed the suspect from contact with the children (and then, noting a climate of fear and intimidation still existed, removed all the dorm matrons and replaced the with faculty), quietly initiated an investigation (in conjunction with law enforcement officials), brought in American experts to help, made several visits to the school, provided counseling and support, etc.

    As soon as an arrest had been made, she called a press conference, outlined the steps she had taken, conveyed deep, sincere apologies, and outlined preventative measures for the future.

    Here’s a piece of her statement:

    This has been one of the most
    devastating if not the most devastating experience
    of my life. But like all such experiences,
    there’s always much to be gained and I think
    there’s a lot to be learned. And as Mr. Samuel
    said, we are moving forward to create a safe, an
    open, and a receptive environment for the girls
    and I’m also very grateful to their parents and to
    their guardians and their caretakers for their
    continued trust and their support in me and also
    in the school.
    What I know is, is that no one, not the
    accused, nor any persons can destroy the dream
    that I have held and the dream that each girl
    11
    continues to hold for herself at this school. And
    I am prepared to do whatever is necessary to make
    sure that the Oprah Winfrey Leadership Academy for
    Girls becomes the safe, the nurturing, and
    enriched setting that I had envisioned. A place
    capable of fostering the full measure of these
    girls’ productivity, of their creativity, and of
    their humanity. It will become a model for the
    world. With each girl who graduates, we will show
    that the resilience of the human spirit is
    actually stronger than poverty, it’s stronger than
    hatred, it’s stronger than violence, it’s stronger
    than trauma and loss, and it’s also stronger than
    any abuse. No matter what adversity these girls
    have endured in their short lives, and let me
    assure you, they have endured a lot, their lights
    will not be diminished by this experience.

    Joan Stewart of PublicityHound.com has a good piece on this.

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    By Posted on Posted in Marketing Trends/News, media-general, People Helping People

    The New York Times reports something exciting: two different citizen-journalist initiatves aimed at broadening coverage of the ‘008 election while maintaining journalistic standards–and training the student reporters in them.

    One of them, OffTheBus.net, is backed by Ariana Huffington and her Huffington Post. The other, Scoop08.com, has a number of well-known advisors from NY Times columnist Frank Rich to Senator Joe Lieberman.

    I wish them both well. The more perspectives shared and the more people with journalism skills, the better I like it.

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    By Posted on Posted in Business Ethics, Customer Service as Marketing, Marketing Techniques and Philosophies, People Helping People

    As found in John Kremer’s newsletter from earlier this summer.

    This is in very close alignment with the principles I discuss at length in Principled Profit: Marketing That Puts People First. All of it rings true, and I particularly like the truth and humor in #6 and #10.

    Excerpted from Andy Sernovitz’s Word of
    Mouth Marketing    . As CEO of the Word of Mouth Marketing Association,
    Sernovitz excerpted the association’s manifesto. Here it is:

    1. Happy customers are your best advertising. Make people happy.

    2. Marketing is easy. Earn the respect and recommendation of your
    customers. They will do your marketing for you, for free.

    3. Ethics and good service come first.

    4. You are the user experience (not what your ads say you are).

    5. Negative word of mouth is an opportunity. Listen and learn.

    6. People are already talking. Your only option is to join the conversation.

    7. Be interesting, or be invisible.

    8. If it’s not worth talking about, it’s not worth doing.

    9. Make the story of your company a good one.

    10. It is more fun to work at a company that people want to talk about.

    11. Use the power of word of mouth to make business treat people better.

    12. Honest marketing makes more money.

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    By Posted on Posted in Energy & Sustainability, Ethics: General, People Helping People

    Playwright and former Czech President Vaclav Havel has a fabulous op-ed in the New York Times on addressing climate change as a moral and ethical imperative.

    He calls for each of us to take personal responsibility, makes the analogy that human damage to the environment is an unpaid loan, and finishes with dire predictions if we don’t move forward on this issue NOW.

    As someone who writes regularly on both ethics and the environment, all I can say is read it. And then read it again. And then think about what actions YOU can take.

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