Community Geek Girl Magazine Shout Your Impact Social Good

Geek Girl: Can You Pivot A Community?

Geek Girl: the comeback

This morning, something happened that threw me in a direction that I have been wanting to go for a while: reusing Geek Girl Denmark and Geek Girl Magazine. It has been my priority for a long time, something that I wrote about in a Facebook group before.. but then COVID happened.

This summer, I stepped down as Head of Brand and Engagement at CARE. That was my stint in the NGO industry. I’ll never work again for old NGO’s, but I’m still up working for new ones. A lot of stuff is happening in my personal life and I will fill you in on that soon.

But this morning, there was a Geek Girl Denmark portal that opened to finally start pivoting the community to something more aligned with where I am now.

The Geek Girl community always had massive potential but due to my health condition, shutting it down was the best thing to do at the time. During the years where I haven’t had the time to build Geek Girl Denmark or do events for people, I was focusing on my healing and my own process back to life; another kind of life.

Another way for me to serve the world and the women who decided to give me so much love and support back then, those awesome geek girls!

I have focused on building sustainable brands for others as in platforms and corners of the sustainability movement.

Geek girls for sustainability?

But how could I align this? Teaching women tech? With sustainability and climate action? I think the answer lies in the word “empower”. Geek Girl Denmark is solid gold to me. So many of my cool stories and ventures came from that platform. So much good and plenty of connections I have made and it’s one of the things I have been proudest of in my career.

The planet needs us!

And now, I will pivot it and empower women to act on sustainability. Focusing on tech as well as on SDG/global goals; making them a part of a movement for positive change for this planet. And even though the language will also change to english (hoping to make the group a bit broader), we will start doing Copenhagen-based events.

I and the team will do this through events, stories, and mentorship programs. I have teamed up with Natalya Tarankova, founder of W.e. Space Copenhagen. We also have the support of Stine Mølgaard, who was a key driver in Geek Girl Denmark, as well as Cathrine Fallesen who will be driving our Geek Girl events.

Now, the first event is in the book. It will be an event called “Health Tech for Good” aligned with SDG 3: “Ensure healthy lives and promote well being for all at all ages”. The speakers, place, date, and other event information will be updated shortly.

Also, we will change our name. It’s still going to be women-focused and you will still be empowered, but we want you to Shout Your Impact. That’s the new name. The website, etc. is coming soon. Until then, if you are a fierce techie, impact, and startup woman, then please join us in our Facebook group.

Climate Action Community Entrepreneurial life Social Good

Impact Hub Medellin: Battling His Way Through Coronavirus by Federico Sierra

I decided to talk to some of my contacts who I knew were heavily impacted by the Coronavirus. Why? Because it makes me feel like I am doing a difference. Shedding some light on people experiencing problems that might not be obvious to me or anybody else in the North.

One of the people I decided to interview is truly a brother, Federico Sierra. A man I felt a deep connection with when I was in New York in September 2019 during the UN General Assembly for +Social Good and UN foundation.

First off, tell me a story about you and me. How did we meet? What connected us? What connection do we have now?

It’s a funny story about how I pushed you to eat with me at Chick Fil’A and it ended up being trash. Afterward, I invited you for beer to make up for that. It wasn’t as bad in here but it was hilarious to see your disappointment with the food.

We met because we were both selected as +SocialGood Connectors; local champions of the SDGs for the UN Foundation. I think among the other 12 people, I connected with you the fastest for 2 reasons:

1. Your go-getter attitude which is something the international development community lacks a bit as we get stuck in politics and procedures, leaving impact behind.

2. Your techy approach to things.

Since the beginning, we started bouncing ideas on how to generate more impact. And also, on how to connect the impact ecosystem in Europe and Latam.

Then tell me a bit about what you do in your everyday life?

I am a social entrepreneur so most of my time is focused on my startups. Impact Hub Medellín is an incubator for impact initiatives. It is also a CoWorking space for innovators moving the world forward from an impact and sustainability perspective. We have 4 main focuses:

1. Community:

i. Networking and Connections: We work together with our startups to support them in scaling their impact and solution to more people and other markets.

ii. Space: We host +200 entrepreneurs from +40 impact startups

iii. Events: We host spaces to generate connections and learning. Last year we hosted over 180 events mainly focused on SDGs and entrepreneurship.

2. Incubation:

We created an incubation program for startups with an Impact on the SDGs. Last year we incubated 36 startups. It was amazing to see many different initiatives and work together with them to scale their impact around the world. Here are some examples: 

i. Fokus Green: They produce clothing from plastic bottles. We supported their scaling to the US.

ii. Fruturo: They work with small farmers from the most violent regions in Colombia. They also support them in generating world-class products to export around the world. We supported them in scaling to Europe.

3. Social Innovation:

We lead a program named “Gambetiando”. It is a social innovation program that works with youth in the most affected areas in Medellín, Colombia. It is intended to build socio-emotional skills in them and then generate social initiatives lead by these young leaders.

4. Energía Vectorial:

We focus on decarbonizing mobility by accelerating the adoption of electric mobility in Colombia. We have 3 business lines:

i. Conversion of oil-powered combustion cars to electric vehicles: The cheapest EV in Colombia (Renault Twizy) costs 10.000 USD which makes it a very expensive option for people here. We brought a solution that evolves the current car that people have to an EV for a starting price of 7.000, making it a more affordable solution.

ii. Infrastructure: We set up electric charging stations.

iii. Education: We work with different organizations, training their people on how to manage and repair EVs.

My daily life goes around working in these initiatives. Asides working, I am a big fan of video games; Play Station 4 and Nintendo Switch are my favorite platforms. The rest of my free time is spent by having casual beers with friends.

What made you pursue this?

I had the opportunity to work in international development mainly around youth leadership and social innovation for about 10 years. 55 countries I have traveled to and I saw many different projects, initiatives, and ideas led by young people and entrepreneurs. I decided to come back to Colombia and work to generate an impact in my country.

When I came back, something shocked me right after I stepped out of the plane. It was air quality, and it was awful.

I started researching this issue. I learned that most of the pollution in my city, and many Latam cities, comes from urban mobility. It came up on my research as well that up to 90% of those mobilities could be electric.

I also have a niece, she was almost 2 at the time. She was getting sick very often and we needed to take her out of the city because the main reason was pollution. This was a calling, this what is happening to my niece. Many more children across the country are suffering the from the same problem. Therefore, I thought: “I have to do something about this”. And that is how Energia Vectorial was born.

As I experienced the entrepreneurship and Impact ecosystem in Medellin, I went through the struggles and challenges of a disconnected ecosystem. This is where the Impact Hub was born. I called 2 friends with the idea to work for improving the entrepreneurship ecosystem with a focus on Impact. I presented the Impact Hub global network and we started working for every entrepreneur with an impactful and scalable solution to the world’s more pressing challenges.

Is it still what makes you jump out of bed in the morning?


I get to work every day with people that are changing the world. Implementing new ways of generating more impact.

My job is to support them with knowledge, connections, and tools. For me, it’s a new challenge every day. Learn something new every day and also get to support the implementation of impact projects.

It is not always easy, as there are many challenges

  1. Economical situation
  2. Cashflow issues
  3. Lack of support form the government
  4. Some entrepreneurs don’t speak English, so overcoming that barrier
  5. Leadership and people management inside the startups

It is also amazing to see the collaboration among the entrepreneurs in our space and how they take advantage of every space we open for collaboration and learning. This show us our impact in day to day behavioral changes from our community.

What makes you most excited these days?

It is an opportunity to evolve both as a person and in business. Each one of us decides if we are going to take it and make the most out of it. So I would like to divide my approach to this question in two different ways:

First, it is indeed an opportunity to level up as a person. Learning something new and tackling what we have been postponing. And most importantly, connecting with others.

Concerning the Coronavirus, our message at Impact Hub Medellin is not social distancing but physical distancing. We believe that social strengthening is what we need in order to face the situation. Coming together as a community and generating solutions together.

Second, and most important of course, I do not depend on my daily income to bring food to my family. I do not rely on it to have a roof over my head at night. Or to simply have a place to stay at during quarantine. And note that I am saying this from a position of privilege. This is the reality for about 50% of Colombia’s population. What is exciting about this is seeing how our country has come together through different actions to support those in need. We are not a rich country, but we have gone through very difficult time by helping those in need.

The largest supermarket chain put together a basic set of products that cost 4 euros (rice, lentils, coffee, sugar, salt, chocolate, toilet paper, beans, chickpeas, chicken soup…). As of today, people have bought and donated 150,000 of these packages for the most vulnerable. The goal is to reach 500,000 which amounts to 2 Million Euros and we are on our way. Normal people, with normal salaries, contributing to the wellbeing of the whole. This gets me excited

Amidst the Coronavirus pandemic, tell me what it’s like in Medellín, Colombia right now on a daily basis?

When the coronavirus hit the country, the government set a national mandatory quarantine since Tuesday 24th. This has changed everything:

-Streets became empty.

-People started working from home.

-We have IDs that indicate our designated schedule of when we can go outside.

-Coronavirus spread updates are all over the news, ALL the time.

Our healthcare system isn’t highly developed. We need to be extra cautious so the situation doesn’t become worse than it already is.

Sometimes, I go to my local stores or supermarkets in the neighborhood. I appreciate seeing people being considerate and understanding by not hoarding stuff. This only shows that they care about the well-being of others.

How do people feel?

There is a lot of anxiety.

People are afraid of losing their jobs because of the coronavirus outbreak. Their companies are closing due to lack of cash flow and this is generating social unrest, as people need a bit of security to hang on to.

I’ve seen that countries like Denmark and Sweden have put together different policies to protect the economy, on the other hand, a country like Colombia does not have this option.

As I mentioned above, there is a lot of solidarity, but also there is a disconnect between the local and national government, with different messages and measures going around. The ack of clarity generates fear.

What’s the general standpoint towards the virus from the government and society as a whole?

Colombia took swift action once we confirmed the first case of coronavirus. On the 6th day, we closed our schools. On the 9th day, we closed our borders. And on the 13th day, we went into national lockdown.

We understand that our healthcare system is underdeveloped. Thanks to corruption mainly, and politicians stealing money in the past our country is having a hard time dealing with the coronavirus pandemic.

I believe there is a national understanding that: 

  1. We have to face this together, let’s do our bit.
  2. Take care of each other
  3. Things will not be the same after this
How does this affect the entrepreneurs that you incubate? 

It’s going to be rough.

I have spoken to each of our entrepreneurs in the last few days to understand how are they facing this situation.

Most of them had to stop operations and are figuring out how to keep people’s jobs and salaries as long as they can.

Anxiety is the main feeling I got from them because of the uncertainty of when the coronavirus pandemic is going to end.

The idea of talking to each startup and entrepreneur in our community is to:

  1. Connect with our people. Understand how everyone is doing and how are they dealing with this situation: emotionally, financially, and with their teams.
  2. Next steps and way forward

We have set up multiple partnerships to support our people with a psychologist to provide a line to express and receive advice, legal and management advisors to understand how they can use different options from banks and other entities to face the situation.

We have been hosting webinars to keep our community active and keep the human connection alive. Some of the topics we have talked about are:

“How can startups contribute to solutions to the current situation?”

“Cashflow management during uncertainty.”

“How to manage stress.”

“Ways to stay productive while working at home.”

Finally, we are generating financial plans for each member to alleviate their future cash flows to support them when society “re-opens” once the coronavirus is contained. This means waiving membership fees in may and discounted prices for a couple of months.

How does it affect the impact hub in Medellin?

The coronavirus pandemic has been a challenging time and has pushed us to step up our game. Our first decision was to keep our whole team in place. We are where we are because of our people, therefore we go through this together. My whole team is working from home and figuring out how to evolve our business model to create value for our market and new revenue streams. Here some impacts we are facing:

1. Space:

As mentioned above, we will see this income halted and reduced for a while as the entrepreneurs we host start regenerating income again.

  1. Solution: Waive the membership (mentioned above) for a couple of months and set longer-term contracts. The idea is to co-operate and work with each other on how to contribute to each other’s business.
2. Programs (Incubation):

Half of this program operates through sponsors (local and global) and right now every partner and organization is focusing their budget to face the coronavirus situation.

  1. Solution: We are setting up an online incubation program, so geography is no longer a barrier for entrepreneurs. New revenue streams working together with incubated entrepreneurs and getting a % of their sales in the future as they grow (This still future revenue tho)
  2. Keep contacting potential partners in Europe and North America
  3. We have launched an initiative to generate solutions through an online hackathon that is going to take place 3-5 of April, so far we have +250 solutions submitted:
3. Gambetiando: Activities stop
  1. Solution: Gambetiando Virtual: We have produced a series of short videos we shared with our youth through WhatsApp to keep them engaged with activities and workshops to perform at home
  2. Weekly calls to keep the connection with the families and youth

Every situation we are facing also is an opportunity to evolve and think of different approaches to our business and initiatives

In Energía Vectorial, the situation is more similar to other startups so we have stopped operations in the 3 business lines: Conversion, Infrastructure, and Education. We are very lean in our startups in terms of costs, but the upward curve of sales we were experiencing, is going to be affected as people are not looking into expending money now and the upcoming months.

We are looking into how to upgrade or services and implement a tech solution connected to our conversions.

How can people in the global impact community help?


Investors, sponsors, and corporates were interested in cooperating and working with Impact startups in Colombia. We are fundraising and setting up partnerships to make it even more relevant.

We are setting up a fund to support the entrepreneurs, amidst the coronavirus pandemic, in our space and others that will face financial troubles in the upcoming months, so they can still have a space to work from and a community to connect. Our idea would be to divide the monthly fee this way:

35% covered by the entrepreneur.

35% discount from our side.

30% covered by the fund.

Our monthly rates start at 80 Euros and go up until 200 Euros.

How do they get in touch with you?


WhatsApp: +57 305 391 2346

Lastly, how will you have changed after this experience?

This is deep.

This experience has strengthened my connections with my team. We are going through a challenging time and we are facing it with a solutions-oriented perspective.

Our main objective is to foster the entrepreneurship ecosystem and my whole team is constantly looking for more and better ways to do so.


Meet Personally!

Yesterday, I decided to meet personally with a Swedish friend of mine. We had a mindblowing conversation about what people and businesses are capable of, especially facilitated by technology, and other people.

To give you a bit of a backstory, I first met her when she hired me as a consultant to a Danish insurance company. We had to find out what people were saying about their brand on the internet. She hired me to speak about my book, “Return on Involvement”, at her conference in Stockholm back in 2009.

We’ve been meeting regularly ever since, especially when she was in Copenhagen. We had meetings about her startup and covered a tech conference as a ‘blogger’ producing content.

Anyway, we started talking about climate change, climate action, and political correctness. We also discussed the fact that immediate action is needed when it comes to climate change. Everyone, from the world leaders to the individual Swede (who refuses to fly anywhere and only eats vegan), knows this. Even my mother knows this.

We all know that we have to do something substantial. Soon, a new report from the IPCC (Intergovernmental Panel on Climate Change) will come out.

I am hoping that with our knowledge of the gravity of the situation, there would still be recommendations on how to cut carbon quickly. This would help predict a hockey stick curve (no pun intended to VC’s) of exponential growth when it comes to saving the planet, circular economies, and implementation of renewables (and not just when it comes to returning investment).

However, we ended up with a lot of the ways to approach these global challenges which weren’t so efficient, and sometimes they are even wrong due to lack of accessibility between people.

Personal meetings are always better

Most great things that happened in my life have been because I was lucky enough to meet brilliant people. Not follow them on digital platforms, but actually meet them personally.

Even Steve Jobs agreed that face-to-face meetings are still the way to go for better communication. He encourages people to meet personally and discussed the reasons why in an article published last 2018.

That’s when you spur conversation. That’s when you have your eyes open and hear what other people have to say. You get to ask them about all kinds of different questions. You can even ask them for feedback on your crazy ideas, and maybe even build something cool together.

Amazingly, I and my cool Stockholm friend have kept the conversation going for almost a decade now. I plan to do more of these things such as getting in touch with old friends. Keep conversations going and documenting some of the stories and ideas I find on crossroads between tech, sustainability, impact, and branding on this blog.

Branding Community content marketing Social media

How To Develop A Hashtag Strategy

how to develop a hashtag strategy

Have you ever thought about adding a hashtag strategy to your digital marketing plan?

A hashtag strategy is where you’re mapping down the hashtags you’re going to use for your content on social media. You have to ask yourself if you’re going to use hashtags for measurement or community building. It could be a bit of both.

So how do you develop a hashtag strategy?

There are several different layers to it. The first is to figure out what hashtags are the most used on social media on a global level. Here you can see the most used hashtags on Instagram and Twitter. In my opinion, these two places make hashtags best for brand building and community building.

After you’ve printed these hashtags in your mind, it’s time to get closer. Especially if your content is localized, and you’re not communicating in English on Instagram or Twitter. Try to check Instagram and Twitter and see if there are any hashtags that are localized that people use? Localized can also be within a certain theme or subject.

I have done a bunch of work for a record label lately (community building and digital strategic consulting). For a record label, some of the best hashtags aren’t #love #instagood or #tbt. Those hashtags are known to be the biggest. They should rather use hashtags such as #nowplaying and #listeningto that people use to find new music suggestions. So even though you know what hashtags are the biggest, they might not be relevant for you and your brand.

Create Your Own Hashtag

You can also develop your own hashtags. It’s a great way for people to hook up with each other if they are at the same event, or if they are interested in certain topics. Even if n you want to create movements and get people to post images or tweets about certain discussions or on certain days. Hashtags are a fun way to engage, and a great method to build digital communities and have people connect offline at events as well.

When you’re done researching hashtags and have created your own – you can always keep track of the impact they have on a service such as hashtracking.

All in all, hashtags are a community builders game out there, but it’s such a creative thrill to work with them.

rock on
Community Social media

Social Media Value Chain: Learn The Art Of Listening

 Years ago, I created my very own social media value chain mainly to guide me along with my work about branding, identity, and social networking initiatives. It was just a spur of the moment, a curly creative, seminal, scraggly map which I shared in a post here.
social media value chain by henriette weber first edition

But you know what? Surprise, surprise…

I did not know at first that this map would be very useful. Ultimately, it guided me through my consultations with existing clients. It also helped me clinch projects with potential clients. It was more like a trial and error journey. There are some highs and a few lows. But I learned a lot through my interactions with business owners and my tweaks in social campaigns.

I even published an ebook, “Rock Your Identity”,  to spread the good news. Rock Your Identity is sort of a mini-guide on how you can elevate your identity in social media to rock star status. No worries rockers, you can download a free copy here.

Here’s a quick model of my social media value chain, distilled through years of practice. This is what a social networking value chain look like:

social media value chain by henriette weber final edition

Today, I won’t dwell too much on everything that I discussed in the ebook. I assumed that all those who have not read it yet would want to know what the hell I’m talking about. However, a value chain of social networks is something I deem extremely important in your social media process.

Well, I like to amplify more on that first step when you engage in social media. Learning the art of listening. Yeah, it may sound simple when all you listen to are five-star reviews and glowing feedback. But how will you react to those big, fat zero reviews and negative feedback? It’s too sad that a lot of business has failed miserably in their social media campaigns. They are just not prepared to handle social criticisms.

Sure, they have risk management teams and PRs to handle these situations. But generally, these efforts are superficial at best. In the intolerant and opinionated culture of social media, they only aggravate the brand’s image.

In any case, you have to know how to use those reviews to add up to the bottom line of your company. This has to be done regardless if the reviews are positive or negative.

Social Media Value Chain: Capitalize on user innovation

But that’s just one side of the coin. The other side is just as important. Most companies, after investing much time and effort in engaging their most dedicated consumers, fail to capitalize on user innovation when those consumers have improved the products to fit their needs. Really, it’s one thing to decorate those suggestion boxes with all the latest tools you can get your hands on but, if those suggestions go straight to the trash… Oh, what a waste.

The culprit? Most brands are just not ready to jump into concrete actions on what they are hearing on social platforms. It’s a needed individual flow, somewhat like dancing into the groove. How are you going to make those comments or those ratings a part of your brand?

Maybe they are too proud to acknowledge suggestions coming from the front thinking wrongly that their R&Ds, with all the glowing resumes and fat salaries, are more equipped to handle product improvements. Maybe they think that their risk management plans can gloss over their shortcomings and everything will be fine tomorrow.

Here’s the gauntlet, everything comes down to one essential question: How do you react to what you hear about your brand? Have you set up a system that gives you a hunch around what you’re supposed to hear?

Last week, I was at a conference in Copenhagen (at Better Place, and on a side note I urge you to choose a car with a purpose the next time you’re purchasing).  The ever-awesome Chief Happiness Officer: Alex Kjerulf told a story about Zappos and how they found out that the reason one of their clients hadn’t returned the goods she said she would was because her husband died. Later that day, not only did they pick up the goods themselves, there was also a gigantic flower bucket standing on her porch with condolences from the whole Zappos team.

Do you have an organization that would do that? Do you have people in your employ that simply implements this because of the brand’s DNA ?


Yes, you can market on pinterest if you are pinteresting

So everybody is head over heels about pinterest. So am I. Even though I normally say “nevermind the the tools, it’s about how to connect with the people+businesses that uses them” I think pinterest is super fun.

It’s not boring and community-setup like like facebook and ning and twitter and what have you. pinterest is different. But do you know what I really LOVE about it ? That in order to use it for marketing purposes you need to become creative. “Creative companies only” that wants to go the extra mile to exist on pinterest. Because you HAVE to figure out what you stand for.

On pinterest, You have to figure out why your  interesting and turning it into pinteresting

Hey I know – that’s normally my job – and pinterest may end taking me out of business – but we’re all here for a greater purpose and if it means i need to sit in a grocery store from 9 – 5 each day in order for companies to see the light and figure out who they really are…? so be it.

I think it’s one of the new ways of using the web- I love that it makes me more inspired. My life seems interest with pinterest and to tell you the truth I kind of got tired of browsing all your status updates in my spare time.

Now I can browse things you think is cool instead. I love the idea that if I look at my “the style of a social web rockn’roll chick” or my “things for my small cottage up north” I can get a pretty good style and interior design book. Because this is stuff I love enough to share with my network. It was the same when I worked with Fashiolista there I suddenly could see that there was a style when I put things together.

Why you Pinterest’ noisy and can’t see how it can be used for marketing purposes.

Yes it is noisy. It used to be filled with bibelverse and now my part of pinterest is filled with infograms about digital – which I repin to my Toothless Tiger board. If you can’t see how it can be used for marketing purposes, you need to look again and harder.

Every pin on pinterest has a link back to something – So why not your site ?

So are you telling me to work on becoming pinteresting? YES. If coming up with a cool quote or turning your content into a collage and take a picture of it and uploading it to your site and pinning it to pinterest is work – then you need to do it. Get your lazy butt of your couch, stop talking about yourself and get creative. Sure it takes a little bit more effort to turn your content into images or quotes. But I did it twice now (these two are personally Henriette Weber crafted for research purposes – no worries I will turn them glossier and my involvement manifesto and my preconditions of viral effects is also made for pinterest.

It means that pinterest these days is my number 8 referral site in google analytics to – and Im not even getting started.

In my world it works and it super fun – and it’s viral like.. well hell. It’s perfect for stores. I pursuaded to get in there and start pinning (disclaimer: client) and they even put the pinterest icon on their website… (they have massively cool stuff). Just don’t be full of yourself and if you want to turn on the marketing a bit, there’s always the commentfield for proactivity.



The zen of Return on Involvement

In these days of over-hyped social media, where everyone is grasping to digital as the next new goldmine, and everybody is a social media consultant or expert or whatever. There’s often two words that comes to mind: SLOW DOWN. Seriously. Slow down.

I could write some buzzline here saying “it’s not about me it’s about we” here, but I wont. It seems like we’re constantly searching for the next piece of content, our 5 seconds of fame on twitter.

The golden link that other people can’t resist, so they’ll retweet it and you get more twitter fame, for a split second – and then they are on to the next link, or next conversation. One thing I see is missing is the art of acknowledging that people don’t care about your product, people don’t care about your brand.

BBut the trick is, to take them from ignoring you, to turning you into the lovemark of the century in their minds. They should love you! but do you really love them back ?

Return on involvement has become quite a iconic book in danish business circles over the last 2 1/2 years, but as where people they get the part where they’re supposed to be on facebook and gain likes from their community, they are not really giving anything back to the people who helped them with gaining a bit of that 5 seconds momentum by supplying that inspiration. Something like dropping a comment on a pin on pinterest. or writing a comment on a blog. In my business world I always call that proactivity, and I say that if you want to build a brand you need to at least do 2/3’s proactivity OUT THERE – instead of hanging on to your facebook page and twitter account and posting links there like crazy.

You need to be in the interactions. The interactions are everything. Mihaly chechekmihaly (I don’t even want to look up his name because everybody spells it wrong) got it totally right when he said that creativity lies in the interaction between people – given the circumstances of the world around them.

It’s not you who decides whether or not you are seen creative, it depends on the community. It depends on Return on Involvement.

The same with trust and branding. It’s not you who decides if people trust you or love you or like you. It’s the community. And a lot don’t give anything back, unless it’s on your  own playing field. Well guess what. As I preach and write in Return on Involvement. The involvement you want so bad ?

The buzzword of the decade that you’re dying to implement: Return on Involvement – needs to come from yourself.

It’s not about dumping links in linkedin groups. It’s about building trust by interacting with people where they are, and normally they are not on your twitterstream or your facebook page. Slow down! get the eagle eye going. Spot the places of interacting with the community (normally the interaction part, takes part in the commentfield – even if you’re just repining their pin on pinterest – you can write a comment)… Every social media out there- has “call for interaction” and that rockers, is where the battlefield is. Not your facebook page. Very zen right ? Slow down. please =) aum.


Is a “like” enough response to a loveletter for a company? Take your branding seriously

Sometimes when I roam facebook as research for my strategic client work, I think there’s two things I see out there that makes me sad. It’s really obvious who has decided to put a lot of money in facebook and who hasn’t. It’s also really obvious who just has decided to purchase it as an add-on and who actually cares to convert it to sales by their actions out there and not the glossiness of the facebook page. I want substance, branding, identity and involvement and sometimes facebook leaves me crying because I can’t find it there.

I can find competitions, expectations from “likers” to get 10{5efe2dfab989fd5e1401261f36f469c26e78ec7db6dd6d3e4b43ca097ae6fc54} off their purchases because they “like” something.

Expectations to get a shot at winning something or getting something for free.

I’m speechless of how bad companies are at the branding game

And sometimes I am stunned by how unserious companies are taking facebook. If they had only booked me. I could have taught them how to love their community.
Today I almost wept because I found something as pure as a loveletter to a company on facebook. It wasn’t like a band or a cool company.

But this client poured her heart out and gave them the reason why she stood by them in thick and thin and would never change to another supplier. Their reaction ? they “liked” her comment.

I say that if I was that brand, who took their branding very seriously – if somebody wrote me a loveletter to my work as a huge organisation, I would give them cake. I would send them flowers – I would have my CEO do a videoresponse – I would do anything more than a “like”. I think a “like” from the owner of a profile or a page, in a comment thread is the ultimative conversation closer, unless the conversation is very active.

here are some of the scenarios where I would seize the opportunity to grow more trust  and branding instead of clicking the like button.

“hey I love your products – especially that bag looks awesome”….

you should say “yeah we love it too -fell for it at first eyecatch. it’s especially imported from argentina where an old man called Diego has made it. he has two daughters and a sheepfarm and you can see a video recorded on our recent visit there.

“here’s the reason why I will use your product always and always”…

Send them flowers or candy or chocolate – or record a happy dance of people in the office thanking her (at the same time you tell the rest of the world that you put your customers at the centre of the universe – how awesome is that ?)

Does this has anything to do with facebook really ? no not at all. it’s about how show the world you care and gaining marketshare because of it – even though you’re a mastodont company. Just promise me to go easy on the like button in every case.


Have you written a letter for your cherished network lately?

A couple of times every year (sometimes only around christmas and new years) I take time to write a letter to all my professional peers, no matter what connection or relevance they have to me or Toothless Tiger. I write about where I am as a person, business, mother, wife, rockstar, all these things. And you know what ? it’s one of those things that makes me really happy, because people replies with where they’re at, they give me the stories of where they are and where they are going and what they dream about, it’s truely amazing.

There has been a lot of talks about blogging being dead and everything going social lately. But a simple email to people I cherish, goes a long way – longer than 140 characters and statements. And I think that’s one of the things that responds really well in my head as opposed to “social”. Because social needs to be statements and interesting to get a retweet or a reply. An email about me, is not smart – but it’s where I am as a person. It’s what’s matters and what Im dreaming about. Don’t do it for business, Don’t do it for everything else, simply do it because you care and you want people to know where you are and connect with them in a way that doesn’t have to be stated. Connecting with them in a way where you allow yourself to show the good the bad and the ugly, in a personal matter. I think I send my mail out to  1600 people – first the danish crowd and then the english crowd – and I am still replying to their replies.

Just sayin’ – do something not that stated or funny. Just do a “you” letter. Non public. Non stated. Just let it all go and write what you really want to tell them. A letter.



So google + is turning into the viral promiseland of content : introducing ripples

We’ve got google + ripples now!  – it’s something that actually shows how your content is spreading through people – and how it’s recieved. talk about return on involvement! – and it’s something that can get me to share so many more links there. Thank you google for making the web less linear and that i don’t have to look at graphs and page views and uniques anymore – this makes so much more sense to me. It gives me the ability to exactly see how my content is spreading and how it is recieved.

Very cool google !

here’s a recap of the changes :

and here’s how to get ripples to work today (it involves something manual work – but it’s worth it)

and here’s the result :