Return on Involvement made it to the mashable.com 2013 buzzword list

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Go Return on involvement! I’m so happy writing this! I hope you feel energized and ready to get going for 2013 – I sure do.

During my christmas + new year break I suddenly saw that the traffic to henrietteweber.com started to skyrocket – something that always gets an business avantgardist happy. It was because the term “return on involvement” had made it to Mashable’s buzzword list of 2013! – wowza! I have been writing and preaching return on involvement since 2008, so even though I can’t say I have directly influenced them to put “return on involvement” on their buzzword list. However I feel like it’s somewhat of an approval of my work and my danish book (entitled return on involvement). At least I pretend that it’s directly influenced by my work, and it inspires me like mad to keep going. The first thing that sprung to mind was that I have to finish the 2nd edition (and first english edition) of Return on Involvement.

So what is all this Return on Involvement fuzz about?

Return on Involvement, in it’s original danish form is a book that I decided to self-publish about social media, old structures, being epic, branding, rockbandism, “sorry I don’t do mainstream” – ness.
Written by yours truely in 2009 and now on it’s way to be published in english for it’s second version. I can safely say I am channeling my inner Naomi Klein, Eric Sclosser, Kalle Lasn and Banksy in the english version of the book.

It both has a positive business outlook for the future, but it also pinpoints some huge issues that the business world as we know today has – and it gives suggestions on how to deal with this as a CEO or a business owner.

Can’t wait to show it to you!

ps. you can read more about my process in “the Zen of Return on Involvement”

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.