Monica O'Brien is the author of the book Social Pollination: Escape the Hype of Social Media and Join the Companies Winning At It. The book is a step-by-step guide for small and mid-sized businesses that want to find more customers effectively. Get the book:

Honestly, I hate this topic. It annoys me and it bores me and I wish everyone would just stop worrying about inequality in the workplace, and especially in tech start-ups. But since the topic is making it’s rounds again, maybe instead of being annoyed and bored I should take the opportunity to educate people on why this is not a problem.

Here is the round-up first:

Addressing The Lack Of Women Leading Tech Start-Ups from The Wall Street Journal… in which the writer talks about how we need more women in tech and for some reason singles out TechCrunch

Too Few Women In Tech? Stop Blaming The Men. from TechCrunch in which Michael Arrington explains that women entrepreneurs who are qualified are so few and far between, and so sick of speaking at every tech conference under the sun

My Challenge to Michael Arrington & TechCrunch (Hint: it’s Not Hard) in which a woman named Michelle asks Michael Arrington to moderate his comments section because she was verbally bashed by a small group of men on the post for simply defending women

Who Really Was the Man Behind the Curtain in the Women in Tech Debacle? in which Michelle relates her experience to the real issues women face in the tech and entrepreneurship space

Women Don’t Need Exposure in which Rebecca suggests that the problem is the networks that men have in place that women don’t have the same access to

I responded to Rebecca’s post, which I actually enjoyed. I’ve adopted my comments below for this post:

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I am not living in Atlanta anymore. This sentence seems so stupid because very few people even knew I was living in Atlanta, because from the moment I went to Atlanta I had a feeling Atlanta wasn’t going to work out, and I didn’t want to pretend I was excited then three months later tell everyone about my latest decision failure.

So I am not living in Atlanta anymore. I’m living in West Haven, Connecticut now, in a perfect little second floor apartment with a tiny kitchen and a washer and dryer and a small glass table with a single chair where I can write a novel and look out the sliding glass doors at the same time, and exactly enough space for my clothes and books and husband. We have two rooms, and one of them is the kitchen, where we cook, eat, do laundry, and watch TV all at once.

We considered sleeping in that room too, because it has the air conditioner, but I talked Eric out of it because then we would have to rearrange the furniture every night and every morning. It’s that small of a room.

You might be surprised to hear that West Haven is actually the fourth city I’ve lived in this year. The others are Chicago, Atlanta, and Jacksonville, Florida, the last of which was way too humid for my liking.

I didn’t tell anyone this either, because it’s just insane. What stable, sensible person would live in four cities in seven months? No one. But I am not particularly into either sense or stability.

It should be no surprise, though, that I am not living in Atlanta anymore. After six months of working full-time at Fizz, I’ve transitioned to simply consulting for them on digital projects for our clients.

I would love to say more. But I am still working up the courage to do so.

There are other things I’d love to do, like change the title of this stupid blog. Social Pollination is a good title for a book, but ever since I renamed the blog for “branding purposes,” I’ve lost interest in writing in it. I can’t churn out post after post with copy-optimized titles like “Five tips to tame your online addiction” or “10 reasons you need to be on Foursquare.” And I can’t think of creative ways to disguise blog posts about things I care about as blog posts that people who want to learn digital marketing should care about.

I’ve always said, though, that you don’t need a blog topic, that you should write about what you’re learning. This is so relevant to me now, more than ever. So that’s the new direction of this blog. Which is not actually new, because that was the original direction of this blog. It is me who is new, who is returning to the basics.

To celebrate, here are some things I’m learning:

About Business

If someone is expendable from your business, they are an employee, not a partner. Partnerships only work when both parts are equal. If you can’t find someone who is not expendable then you are best off just hiring someone to do the work you need done.

The biggest difference between corporations and start-ups is the number of people who have personality disorders. You are either the type of person who can deal with personality disorders, or you are not. If you are not, you should work for a corporation or for yourself.

About Life

Some people get ahead by breaking the rules, and some people get ahead by following them. I wonder if the real way to get ahead is to decide which type of person you are and stay true to that in everything you do.

It feels good to know who you are. If more people focused on figuring out who they are at a young age, like 16, there would be fewer quarter-life crises.

About Relationships

You can hate what people do while still being in love with them. Sometimes the only way to move forward is to just let go.

About Writing

I used to be writing a scene, and I would ask myself, “How can I make this funnier? How can I paint this picture better?” If it was a blog post, “How can I optimize this for the most clicks, retweets, comments?”

Now I ask myself, for both fiction and non-fiction pieces, “How can I make this more honest?” That was the point when I felt myself evolving as a writer.

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A final word, if you came here looking for a post about the newest digital technologies: no, I am not brilliant enough to rattle off six life lessons off the top of my head, wrapped up in a neat 300 words or so. I used a new software called OhLife to keep track of my thoughts for the last month, to force myself into honesty. Try it. You post by email, and what you write never gets posted publicly.

Most of what you write will not be brilliant, but there may be a couple gems worth looking back on later. I write without inhibition, once a day at 8pm, a couple sentences at a time. A week later, I have enough good material for a blog post.

I would recommend this product for any person or business that struggles with finding time to compose blog posts.

This is a guest post from Maria Ross, founder and chief strategist of Red Slice a branding and marketing consultancy based in Seattle. She is the author of Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget (2010, Norlights Press)

OK, I have a major brand crush on Virgin America. Huge. I sigh when I see their logo at the airport, thrill when I’m able to fly them on quick trips down to San Francisco, and I just generally want to hang with Richard Branson over cocktails sometime. I talk about them a lot in my new book, Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget.

There’s a lot you can learn about branding effectively from Virgin America (and Virgin in general for that matter.) And these are lessons you can apply to your own business, regardless of your budget. You may not be as big as they are, but you sure as heck can practice these principles to better connect with customers and stand out from the competition.

  1. Keep your mission simple, concise and relevant: “Make flying fun again.” Boom. That says it all. And every decision they make, big or small, is tested against this simple mantra. How inspiring is this for employees? How deliciously irresistible is this to frustrated and road-weary travelers? How different from the other airlines who tout generic, irrelevant platitudes like “best customer service” or “biggest value”? This mission has meaning and even just the wording tells you a little bit about their personality and the type of customer they want to attract. They are not just after those who can afford first-class or private jets who may not share the same flying frustrations as the rest of us. They are FOR the rest of us! Their mission is crisp, clean but still specific enough to their actual products and services. Is your mission something you can actually act on that will guide all of your decisions, or is it some lofty, esoteric statement that is not relevant to customers or employees?
  2. Little things mean a lot: From their color scheme that extends to the ticket counters to the airplane cabin to the cheeky wording of their standard airport signs (“While impressive, if your bag is bigger than 24” X 16” X 10”, it must be checked”) to their clever in-flight safety video. Rather than a stiff actor giving me the same instructions we’ve started to tune out on every other flight, Virgin America shows a stylized animated video with all sorts of crazy characters – even a bull calmly reading a magazine next to an anxious bullfighter. The company’s sassy, humorous tone carries over to the script as well: “For the 0.0001% of you who’ve never operated a seat belt before, here’s how it works.” These are simple things (and stuff they need to spend money on to produce anyway), but Virgin makes the most of every single solitary customer touch point in order to convey their brand and make their target customers fall in love with them. What opportunities are you wasting to really surprise and delight your target audience? Perhaps well-worded email opt-out policies (“If you’d like to unsubscribe, we’d really miss you!”), a well-branded and interactive Facebook Fan Page, a memorable voicemail message (“We’re out helping our clients be superheroes today”) or even a branded email signature can really make a difference.  Such hidden delights will surprise and enchant and get people telling others about you, like I’m doing here. Just ensure that these flourishes match who you really are in your DNA and what your brand is all about. If your brand audience is more conservative and formal than playful and snarky, then don’t try to go there.
  3. Deliver on your promise: Virgin America directs all its brand efforts on convincing me they will make flying fun again. But if I didn’t experience their confident and polished employees, rapid check-in kiosk process, or the private TV’s at every seat that also allow me  to order food at any time with my credit card – not just when they decide I should eat – then we’d have a problem.  They would not be delivering on their mission and would then suffer from a brand identity crisis. Are you living up to what you are promising to customers? If you say customer care is your number one priority, do I get rapid response to my support issues and easy access to a live person? If your colors and website are  all slick, modern and progressive but you only offer the same-old, same-old, what am I to think? It’s worse to go out there and talk the talk if you can’t walk the walk – worse than not promising it in the first place. Don’t just slap a coat of brand paint on your business. Make a promise and ensure your operations, employees, and customer experiences are set up to deliver on it.

This is a guest post from Maria Ross, founder and chief strategist of Red Slice a branding and marketing consultancy based in Seattle. She is the author of Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget (2010, Norlights Press)

I’m very excited to announce that Social Pollination was recently published in French! The book is now available for purchase at many bookstores across the country, and you can check it out online from the Diateino website. You can also join the fabulous Facebook page and see some fun pictures below:

Pollinisation Sociale in bookstores!

I’m also hoping to speak in France in 2010, and specifically at LeWeb 2010. They are taking speaker requests and if you have a minute before June 30th, I would love if you could suggest me as a speaker at this link: http://www.leweb.net/leweb/forms/speaker-suggestions

If you’d like to suggest me, all the required information is listed below so you can copy, paste, and submit in less than a minute:

Speaker Title: National Director of Digital, Fizz

Speaker Name: Monica O’Brien

Proposed Speaker Biography: Monica O’Brien was born in Germany and spent her childhood jet-setting around the world with her American parents. Her travels include most of the United States and Europe, as well as Guam, Japan, South Korea, Australia, and the Philippines. She is the author of Pollinisation Sociale : les médias sociaux au service de votre entreprise, with a forward by TEDxParis founder Michel Mikiane Levy-Provencal. Monica is also the Director of Digital at Fizz, an award-winning word-of-mouth marketing agency based in the United States that works with international brands including Intuit, Heineken USA, and Laura Mercier Cosmetics.

Monica is a lifetime member of Sigma Pi Sigma honor fraternity and was a 2007 Chicago Business Fellow, graduating with an MBA from the Chicago Booth School of Business at 25 years old. Her ideas have been featured in Advertising Age, The Huffington Post, and the Christian Science Monitor, and Monica was recently named one of the top 25 Tweeters in the city of Chicago by ChicagoNow, a subsidiary of the Chicago Tribune.

Proposed Topic Abstract: The topic is how start-ups and businesses can get word-of-mouth marketing in the digital age. Points include:

  • how to determine which social platforms are best suited to market the product or service you are selling
  • how to build buzz for your product or service among true influencers
  • how to incorporate word-of-mouth marketing and sharing into the actual product or service
  • how to encourage digital sharing in light of recent privacy concerns
  • and because 90% of conversations about brands happen in person, how to take word-of-mouth marketing offline – even if you are building web-based software

Proposed Topic: Social Pollination – How to pollinate the web with buzz about your products and services

I’ve also listed below “5 Reasons Monica Would Be a Great Speaker” if you’re not convinced:

  1. Monica has experience creating digital strategies at both start-ups and large corporations, specifically in conjunction with word-of-mouth marketing, which is the best type of marketing for start-ups and new product launches
  2. Monica’s book Social Pollination was recently published in French by Diatieno, the same publisher as Guy Kawasaki’s Reality Check and Seth Godin’s Tribes and Linchpin
  3. Monica has a speaking career in the US, which means she has the experience necessary to put on a great talk for all attendees
  4. Monica has *not* spoken in France before, so the ideas will be fresh to all attendees
  5. Monica is very flexible and open to changing or tweaking this topic to make it perfect for the LeWeb 2010 audience!

Please click here to suggest me as a speaker for LeWeb 2010!

Also, if you know anyone who lives in France, please help me spread the word!

Finally, I’m booking for this exact talk here in the US too!

Email me at monica at monicaobrien.com if you are looking for a fresh voice in the digital space, and if this would be the perfect topic for your upcoming conference, meeting, bootcamp, training, or development program.

Hi everyone!

I’ve been thinking a lot about the direction of my blog. When I had this idea of doing a video series paired with a live Q&A a few days ago, I thought I wanted to do more in digital marketing, since that’s what I do for a living. The only problem was, everyone is at a different place with their marketing knowledge, and I had no clue what level and what specific topics to cover to satisfy the most readers.

So rather than trying to guess (always a bad idea), I decided to ask. I sent an email to my newsletter list, asking them what free content they wanted to see in this video series. Here’s the description I got back:

  • For those of you who *don’t* have a product yet but are looking to create one, or for those of you who *do* have a product but might want to market it better, you want to find a profitable niche in your area of expertise.
  • Once you’ve identified your profitable niche, you want easy ways to find and target your niche online, that also work for offline products and brick and mortar stores.
  • Once you’ve zeroed in on your niche, you want to build a tribe or base of potential customers for your product.
  • Once you’ve built your tribe or base, you want to build loyalty and a consistent client base that continues to buy your products.
  • Once this system is set up, you want the marketing portion to take a life of it’s own, with referrals and content-sharing from your loyal fans on social networks and via word of mouth.
  • And finally, you want to do all of this without spending too much time or money on it. After all, you are super busy managing your business, and you can’t spend all day tweeting, blogging, and hitting “Like” on Facebook.

The email list seemed pretty set on this idea, but I’m curious – does it resonate with the people who only read the blog, too? After all, I’m going to put the 6-part video series on my blog (completely free) and I want to make sure I get your input.

So here’s the deal. I’m happy to create a free series of videos and webinars about these topics and I’m really looking forward to doing something cool that helps people – but I will feel really dumb if I spend all sorts of time creating this material, and it’s not completely, 100% something that people want.

If you really want to see something like this, please leave a comment to let me know that I’m not completely off-base. If you have a different idea, you can also leave a comment below with what you’d rather see instead!

Thank you, and hope you have an enjoyable Father’s Day Weekend!

Monica