Vote SCVA! The dog buttons …

Vote for SCVA @ www.changethis.com

A few weeks ago, after receiving a reviewers version of “Introducing Social Capital Value Add” one of the founders of www.changethis.com suggested that I propose SCVA as a ChangeThis manifesto.

This afternoon I received a phone call and email confirming that the Editorial Board at www.changethis.com has accepted my proposal.  It should be posted for voting on their site tomorrow (May 20).

Distributing the SCVA idea through ChangeThis would be a great way to obtain the next round of feedback required to improve it.  Tom Peters, Chris Anderson, Gladwell, Seth Godin, Toronto’s recently attracted Richard Florida and many more have instigated some great ideas through www.changethis.com.

The hitch is that getting a proposal up on the site is only the first step.  Now I need people to vote to have the proposal published as a full manifesto.

I have made a concscience effort to cultivate my social capital over the years volunteering for alumni groups, doing the business, Facebook and LinkedIn networking thing, so I am hopeful that I’ll get by with a little help from my friends.

Nevertheless, the fact is that we’ll need support from far beyond my personal networks to rise through the changethis ranks, so a couple of phone calls ensued today (it being a national holiday in Canada) with my friends at Context and voila!  A little word of mouth campaign was hatched.

As fate would have it there are some key events coming up in Toronto this week.  As I mentioned over at www.socialcapitalvalueadd.com Joseph Thornley has put together a great panel on Tuesday night who will discuss the issue of measuring social media.  And then there is MESH.

So hopefully we will have a few VOTE SCVA at www.changethis.com buttons to hand out at the event but don’t wait!  Please grab the button and link above. Vote and pass, vote and pass at: http://www.changethis.com/proposals/1279

UPDATE: Seth was the founder who suggested submitting SCVA to ChangeThis.  It topped the month and is being published on Sept.10th., 2008.

The dog experiment

Last night I made a post over at Memetic Brand’s sister blog, Social Capital Value Add, called “What’s with the dog?“.

Social Capital Value Add is an inherently complex concept. It is based upon lots of simple ideas that everyone gets right away:

– in 2004 broadband changed the game,

– there is a “new” word of mouth power out there that brands are vulnerable to,

– brand loyalty matters,

– etc, etc, etc.

The point of developing SCVA is that there is a lot more about all of this that we do not understand at the moment, than there are simple things to grab onto. How do you get across that complexity when people are time starved and operating with attention deficits (or what McLuhan would call “narcotic numbness“)?

Symbols matter. They signal something. They are the tip of the ice berg. But, we are developing the idea here at Memetic Brand that the symbol itself is a lot less important than traditional brand management has (rightfully, within the broadcast paradigm) us believing.

I am not betting on the dog. The dog is cute. I hope the dog gets your attention. I hope that the dog signals to you that SCVA is an idea worth passing on. I hope you scratch the dog a little (go ahead he likes that) and discover the Wizard of Oz metaphor that encompasses for me the difference between symbolic brand and memetic branding.

I hope that we discover together that if we make the kinds of investments that SCVA points us towards, we will all become “clever enough wizards” to quickly transform from Great Oz into leadership of great courage, heart and brains.
Playing a role in personal identity formation by recognizing our social network connections with certifications (the Scarecrow’s diploma), testimonials (the Tin Man’s ticking heart) and medals of honour (the Lion’s courage) will be familiar aspects of our strategy and tactics.