The story of Henriette Webers involvement manifesto

Yesterday I launched the involvement manifesto – again. I’ve launched it already once – but I don’t believe that my homemade design skills did it justice. Therefore I let Amelie from play around with it and here’s what she came up with :

The involvement manifestoI absolutely adore it.


How to get your version of the involvement manifesto

You can go ahead and download the involvement manifesto over on Toothless Tiger press – my publishing house.

Anyway I decided to put it up here on the blog as well.

I want to touch upon how important it is to take large pieces of content and break it up and make it digestable.

The involvement manifesto is a digestible way of reading a part of danish book “return on involvement”, it’s a mini teaser for the english one as well. There are so many ways to break down large pieces of content – and it’s one of the things I love to do the most because it makes you feel so creative.

Have you done something huge?

And have you thought about breaking it down into small pieces of involvement content and spread it out like little snippets of you and your messages? It’s truely important to not only work around your business plans with HUGE books and all these things that makes your brand – because you need small snippets of freebies and information that travels fast. Like fragments of epic shit building the empire of me.

One of the things that I would actually love, was if just one person in the world thought that this was an utterly amazing manifesto, and put it up on the wall in the office and start using it. Believing so much in my thoughts about business unusual that the person would print it out and read through it occasionally. That’s my ambition for this manifesto. However I must say – I will print on canvas and put it up in the Toothless Tiger office. Because to me that poster is a stunner – the essence of the book.

The social network on steroids – my first thoughts on Google +

One of the things about the internet that I truely love, is the fact that what one day is super hot and where people hang, is not necessarily the same scenario the day after. People they are like nomads and trying out more and more services and abandoning old ones. Ah the smell of the change in the morning…

So while I have been on a vacation, google launched google + and I think it’s a hands-down fantastic service.

When I started to digg in deeper I decided to structure some of my circles:

– some around languages and other different kind of contacts. Seriously just that it overcomes the language barrier that I have in relation to my network (some I speak english too – others I want to speak danish too, others french or swedish) is a gift for me as an english communicator but a native dane.

-some around interest – business, inspiration, art, music, crafting, creativity, social media, internet tendencies,

– some around relationships: business contacts, friends, family, people I don’t know well, but I’ve met.

The thing is that it gives me a way of directing my content more, it makes me show different sides of my personality and best of all: I think it will make me give more value, love and rockn’roll to the individual person.

So how do I see people use it these days ? I see a lot of people posting interesting stuff, some are starting to push their own offers out there – and even more so in google + than in facebook, it makes me want to block them out. When the social network gets tighter, more conversational and more threaded, I think the broadcasting that you need to do there as an entrepreneur – needs to be more carefully selected. I broadcast my stuff/content/blogposts/e-books too – but I try to measure it up by being an active part of the community as well. So is this the more strategic – more fragmented- less “inside the box” social media of the near future ? I would say “most likely“.

So what are people saying about it ?

A lot of people are saying that it looks a bit like a combination of Twitter and Facebook. But I think it looks like one of the biggest all time tech/web loves of mine (disclaimer: and former client) : Jaiku. Google + is what I could easily picture Jaiku to be a couple of years down the line. (they where purchased by google in 2007).

Im not going to compare them more, they just have a lot of resemblance for which I am overjoyed, Because some of the more conversational touch (and threaded conversations with everybody) of the web ( instead of statements) have been missing. I think twitter is filled with statements, facebook is very narcissistic, and if almighty google play their cards right, I think we could actually see some of the “social” I have missed mostly about the social web: the openness and the old idea of internetforums but in real time. I am have been using facebook extensively for the last 5 years – but I think that google + is going to a new place for me to hang – in a more open and a less restricted way.

The idea that you can connect with everybody in a comment or in a thread and where everything becomes more directed to the community than to the actual person, because it’s more open (I mean Twitter is a mess at this – follow conversations anyone ?)

I truely hope it will make the online conversations less complicated..

I am also looking forward to see more of it all – and see what the response is going to be from the rest of the online social networks =)

let the game begin.

Should all startups move to Silicon Valley ?

So during the last couple of months the amount of times I’ve heard “we need to be based in the valley” from startups has increased – a lot.

Yesterday I found a blogpost about the “european ecosystem” for startups – I think the article has a lot of great points, but I want to add my own more-action filled 2 cents.

Should all startups move to Silicon Valley ? I don’t want to move there and here’s why: I want to be at my own personal silicon mousehole called Elsinore, Denmark. Because it’s cool here and it’s where my kid goes to school. See, we are possibly 3 companies up here working with the internet. It’s not even Copenhagen. I don’t see a decentralized tech scene as something bad, I see it as something remarkably “glocal” and an opportunity to tell a different story than yet-another-startup-out-of-the-valley. I think what we need to aim at, is the “clusters” in the different cities, making sure that companies within the same field works together to ensure further growth.

We have a technical ecosystem that makes sure that we can work on projects from anywhere in the world with video and cms/crm/project management systems located somewhere on the internet. And basically being based in the same city makes me not prioritize meeting people here, because I could meet them at any time. I think there’s a huge psychological thing attached to geographical locations that isn’t taken into consideration when talking about “the whole tech scene needs to be in the valley” and the “competitive advantages of valley startups”.

So how do I make sure that people in the  tech scene knows about this little blonde tornado (aka. me)?

I often do tours of Europe to be present at the gatherings that are made in and for the european tech scene, it’s important to me because I get a grasp of what’s happening amongst the firstmovers of the internet,  it makes me connect to people, that are easier to connect with here than if they where in the valley. Oh and sometimes I even meet people at a different conference again – and they remember me.

Think about it. If you want to pitch/sell/get to know some hot shot person (maybe the coolest person in the world) it’s probably better to meet him when he’s out of his context, when he’s in Paris or London or Copenhagen for a week and don’t really have anything else to do there than to speak at conferences and attend meetings. If he’s in the valley he’s within his own context and wouldn’t prioritize meeting you as much as he would if he was in Europe and had time on his hands.

So I definitely see that you need to be present physically in the tech scene, you need to meet people where they are (physically as well as on the internet). But I would rather stay put in my small town and fly out to meet the tech scene physically every second month (europe, asia, US ) instead of being present all the time, backing it up with skype calls and tweets and facebook likes and what have you. Get a proactive and strategic approach to the tech community would create so much more for you as a startup than to be present in the valley at all times.

Live from my personal silicon mousehole

Want to connect to people easier ? use the “add a personal message”

So, I feel really lucky because I have people adding me on fb and linkedin all the time – au contraire to the “open” version of twitter – it’s where I need to accept that I will be connected to these people.

I think people are fascinating, but sometimes it seems like that other people are just adding each other in one long go – even though there’s no obvious relation. Anyway I am a bit cautious with whom i accept as “friends” both on fb and twitter, mainly because on facebook I sometimes put out personal stuff, and on linkedin I signal something by adding you to my network. One thing you could do, when you approach me, is to tell me how I know you or why you want to connect…

I mean most communities has it (at least the communities where one of the purposes is to have people connect with each other and show off each others “friends” and connections) – both facebook and linkedin has it…- the “add a personal message” function. By filling it out, it helps the people in the other end find out whether or not they want to connect with you – not by guessing from looking at your profile, but because you tell them why you want to connect.

Im not a cranky mama, but sometimes, if I have a lot of “friend/connection” requests in communities without stating why I should become friends with them – I write them a message and hear why they are interested in me. This kind of puzzles people, It’s something I do because I believe in quality far more than quantity. If you want to be a connection with me you should at least be a person I want to know and want to like. Give me a chance to get to know you, otherwise I will kindly refer you to my facebook page, newsletter or rss feed.

What do you think ? is it crazy to demand this from your network – or do you just hook up with everybody regardless ?

Should companies focus more on facebook than their own site ?

my i heart communities logo

This is a question that I get a lot when I speak at events and with my clients.

To what extend should companies focus their activities on facebook instead of their own site ?

I think facebook is really cool in some cases and not so cool in others… I love the fact that the interaction in there is a gamechanger for the whole internet…  But Im not fond of their ever changing terms basically saying what you can and cannot do, with your content on facebook. I think in general that terms are good and they are needed with facebook. but fx. facebooks promotion terms is not just a law to me, it’s more a creative restraint and a dictation.

So for the sake of the creative restraint and the dictation, I don’t think you should focus more on facebook than your own site. I hate when people tell me what to do, and I want the total freedom of the web and I don’t want my identity to be owned by some megacorporation in the US. To me, only to have your website on facebook would be to sell the chaos, anarchy and freedom of the internet to somebody else.

This is what I think you should do instead:

Make your site the one-stop platform for everything you:

Everything goes on there so you create more of a universe of you, than a website. This is important because we tend to hide behind the screens a bit – but a wise woman told me that I needed to burst out.. So I have around a 50 page addition on my to-do to that is going to be added along the way. Yes I am going to be full of myself here and this is where you will experience me. This is also where all the writings and videos will be. This is where you need to go to find me =)

Make social media, proactivity and other blogs your embassies:

I see my two facebook pages as embassies for, my twitter profile as well. Linkedin ? yep. Conferences ? embassies.

I see my danish blogs on and as embassies. I see my newsletter as an embassy. Comments on other blogs are embassies. Books and e-books are embassies.
By that I mean that I draw people into the “country”, and give them every reason to stick around. Because I want them right here, so I can continously inspire and convert you to buy some of my stuff so I can do more cool stuff for you guys

You can also see it as you’re own personal spiderweb.

Be specific on your embassies – state what people can expect from them and what you expect from people

My personal facebook page is for all my writings – both english and danish blogposts (on you only get the english writings)

Twitter is where I interact with my underground community aka. people within my field. I know twitter is huge in the US but not so much so in Denmark or Scandinavia even. It’s more a closed club – but a very fun one.

And so on and so forth.

But it’s a spiderweb for the magical kingdom of Henriette Weber, so I can get you here and measure your traffic and give you more good stuff…  a’right ? is a way for you to be inspired, and for me to become better at giving you what you want from me.

A cool social version of the semantic web: Quora

I really respect communities and apps who are changing my dusty old internet habits, and these days, Quora is one of those. A new go-to place of mine, and it takes a bit of effort to get in that space. So far I have been lurking around in the community and haven’t really been participating that much at all (except from voting some cool answers up).

A couple of years back everybody was talking about the semantic web – a web that was smarter than web 2.0: web 3.0. I haven’t heard about it in a while (I dunno maybe I just don’t mix with those circles anymore?).  I think that Quora has the ideology behind web 3.0 by the neck – and it’s even not search made smart or robotted, as web 3.0 was predicted to be – it’s real humans beings discussing everything from lady gaga to russian literature.
A large part of me goes YAY! because it’s not about where you are or what you’re doing (like a lot of other things coming out these days) it’s about giving good explanations and answers to questions, pretty basic and not really new – but it just flows really well and is very well built. One of the really cool things about it, is that for an internet addict like me, it resembles the forum threads of yesterday, yet turned clever, social and at times hilarious. I love the different answers coming in  – like in this thread for how you politely turn people down that would like to “have coffee sometime”, or the discussion for why delicious failed.

If you haven’t tried it out yet, I think you should=)

Have a fantastic monday, rockers.


Should you “like” your own stuff on facebook?

Two days ago I got a lot of traffic on the “should you “like” your own stuff on facebook” sentence. I thought that it would be cool to elaborate a bit on it in a blogpost. So here goes:

My take on liking your own stuff on facebook is that it’s a big no no. It sends a desperation signal that I don’t want to align my identity with. I like to share stuff and I love to get shared, but Im not desperate.

Also if you’re the first who likes the shared stuff on facebook and not one of your peers, I would firmly believe that the likeliness of the content being liked by someone else is decreasing. It’s a personal thing and I can’t really tell what other people would do, only from my own perspective. To me liking your own stuff first on facebook, is like being the first to comment on a blogpost you wrote yourself.

Now that we’re at it, let’s talk about people who retweets when they are being retweeted. Sometimes if the retweet from a person adds something new to the discussion, I would retweet it to my network. I for sure wouldn’t do it as a religion and retweet everytime someone mentions me. I don’t see this a lot in the danish twitterstream, but it has occured from some of the profiles I follow.

so liking my own stuff on facebook, to me, is a no no.

Retweeting a retweet can happen, if it has added value to it and it brings something new to the table=)

Goodbye delicious! hello pinterest and evernote

Today I decided that I would move all my bookmarks from to pinterest and evernote.

It’s a good way of going through all of them and see which ones are keepers which ones has to go, which ones are broken links and which ones are hopelessly outdated compared to who I am today – au contraire to who I was 5 years ago. it’s good fun really. Pinterest is somebody that I have researched a lot, especially since my work with fashiolista. I really digg the flow of pinterest and I think they’re spot onto something right and something that makes websites and the internet seem less linear. I digg that. it’s doesn’t look as much as a catalog or a magazine as it’s more like instant inspiration. I so want to be a part of that community and I am now…

The things that I don’t want to share with the world goes to my bookmark folder on evernote. Ciao Delicious –  I might pop by for occasional research for clients though.

How to rock social media for strategic sales

In October I wrote a piece for my blog on – that was wildly popular. So I decided to translate it into english and post it here as well – enjoy =)

I have made an ally with an advisor in my business Toothless Tiger
(she’s cool, she rocks and she’s called Mercedes), and I have found out that it might have been her that was the business backbone of Toothless Tiger instead of me. That’s just not an option, because I had to be a large part of the business backbone myself.
She has however, been a lot of value. Kicked my sweet behind and inspired thoughts about my business, and that’s just super cool.

She had me define my sales funnel, something I haven’t been using a lot since I left business school. I know it’s really important, but it’s just not something I have prioritized a lot. 
Now a sales funnel is an interesting tool – especially for me if you do a funnel based on social web – which is my god given metier. When I look at a sales funnel as a model, I see it as a model that’s both really good at defining where you are in your sales process, but ALSO a tool that’s really important if you want to get people closer to your company (warning: social media rant alert =))

(This sales funnel I have borrowed from

Well, what should we use the sales funnel for on social media then? We should use it to get “top of mind” when people need a person in your EXACT field.

Let’s walk through it and start “above the red field” on the model. That’s where you’ll find twitter. Twitter is a promised land to make new contacts (and eventually get new leads). You just need to make it strategically targeted (a good way to start out is to find 5, 10 or 20 people that you really need in your future network, and after that you put aside 1 minute a day to talk to each one of them), no sales-pitchy bullshit; just genuine human conversation.

Between the red and the yellow field is facebook. Facebook is for people who are interested in you, and you want to hear from as a continous part of your network. I see facebook as a bit closer to you than twitter, because people also get access to other information about you (pics, more info), to me, facebook is more about a universe for your current social network, where twitter links to a more “formal” part of you – your webpage or someplace else where there’s a part of you that you want to sell =)

Where it get’s really interesting business wise, is at the beginning of the yellow area: where the newsletter and the blog lies. The newsletter and email are generally fantastic ways to convert social media into something closer to a sale.

So how do you get people from twitter and facebook over on your newsletter or your blog?

1. You ask them 1 after 1 in a context where the initiative is on them. If there’s someone on twitter asking a question about something and you know something about it, then it’s really ok for you to write the answer to them, and then afterwards write “I write a lot about that in my newsletter, would you like to receive it?”. It’s a pretty resource-demanding thing to start out on.

2. Create flagship content (as Chris Garrett would put it). An eBook, a guide, a how to. Something that isn’t available for everyone unless they “pay” for it, either with cash or with an email signup or something. If you want to receive Chris’ eBook about flagship content, you have to sign up to his rss feed on his blog, and in the bottom of the blogposts in the feed you’ll receive a secret link so you can download it. In Denmark I would change the RSS feed subscription with a newsletter subscription, because even though RSS is on it’s way up here, then there’s a lot of people that don’t know what it is – yet.

You get people to download the eBook by writing out about it a couple of times a day in different settings, where you will either generate more content about it (blogpost, video or something else) or take the quotes or comments about it. It shouldn’t look like a sales pitch, because basically people hate to be told what to do (also in a social media context). What you can do is to become active with other things than your own stuff and messages on facebook and twitter. I would say that you need to be 5 times as active in other places/in other conversations as you post things yourself.

Ok, we need to get to the green part of the sales funnel, and we do that through the newsletter (by writing great valuable newsletters, together with good offers – we do that on a weekly basis). When people have recieved the newsletter over time, it would be ok to add them on facebook or twitter or throw them an email and get people into a CRM system where the contact is closer.

Keep constant contact (in most CRM systems they can tell you who you haven’t talked to in a while). You can also add some keywords to contacts in a CRM system. Then, once in a while you go through it all and add tags to those who are potential clients and those who are close to becoming clients (now we are in the beginning of the blue area of the salesfunnel).

At that point the relation is nurtured to the point of knowing what color people like to wear, and they invite you for family birthdays (just kidding).

No honestly, it doesn’t need to be that close, but you could easily write them and ask if they would consider buying your stuff, and they can always answer no. And ta-da! – people from the internet converted into potential clients.

How often should you post on social media ?

So one of the things that I get asked about a lot, when it comes to rocking your identity on social media is “how much can we put out there, before people look upon us as spammy business zombies ?”. or “how often should you post on social media ?” My answer is always two things:

1: it depends on what you post

2: and it depends upon with what frequency you post

I mean if you post 3 statusmessages, with the same call-to-action, saying the same thing (like “hey guys! check this out”) to the same people, in the same fora within a couple of hours, people will think its really annoying. Now, if you post 3 statusmessages, with the same call-to-action, but saying different things (“hey guys, check this out”, “5 reasons to check this out” and “why you really don’t want to check this out”), to the same people, in the same fora, people will think it’s less annoying than if it’s the same message.

But a lot of factors come in. There’s also the identity behind the content (the person who writes it, and how she’s percepted by her peers) and whether or not the statusmessage is merely a commercial pitch, or if it’s a commercial pitch, with a vision and a mission to change the world.

So how often should you post on social media ?

I go for number two.

I love it when companies take a stand and want me to support them because they have a mission in the world (a mission that isn’t just to get filthy rich, by putting products down my throat).

But I found this on post frequency on the “a source of inspiration” blog:

Which to some people might mean much more, than my idealistic social media rants =). There you have it, this is a guideline for the effect of posts per day on page likes.  as Armando is saying “As pages posted more than once a day they tended to have fewer likes, especially once they got past a 3 posts per day level.”

So when you ask me about that, in the future.. I will say “max 3”.