Rogier Noort, Author at Rogier Noort

Raynforest: Brilliant idea or Selling out?

I think Raynforest is a brilliant idea. The thought of earning some cash for your on-line efforts is not a ridiculous notion. In fact, I believe it’s the only way many writers are able to sustain good quality and keep producing meaningful content.

So far, I’ve made $2.08 for everything I’ve written and done on-line. I don’t mind. Sure, I’d wish there were a couple of zero’s before the comma, although I’m realistic enough to know this doesn’t happen overnight.

On-line services like Raynforest can help me, it might even balance the score on investment and time.

Raynforest

A bit about Raynforest then, before we get to the tough questions on ethics and morality (because, apparently they need to be asked).

Raynforest’s mission:

Connect companies, causes, products and services to the most relevant influential people who will mobilze their audience to act.

It seeks to provide a solution where many brands have a problem; Reaching an audience.
Through their own SoMe channels they can only reach so many people, plus, they’re their channels. When you receive the same message from a different channel, other than the brand’s, it becomes more valuable. Especially when it’s a trusted channel, from an influencer you’ve been following for some time.

Raynforest creates the trinity.

Brands need the message spread, influencers can and want to spread the message, audience wants to hear the message.

Of course, this is all on a voluntary bases. I only write and share content which I find worthy. Worthy of my time (and effort) and worthy of my audiences time. I can choose my brands and causes, create my own network and collaborate with other influencers and brands to provide optimised content.

It’s about creating a Rainforest Ecosystem. A symbiotic existence between Brand, Influencer and Audience. Everybody benefits.

Variable Content

There are several kinds of content in the planning, giving you the opportunity to find something that suits you the best. This ranges from writing How To E-books, sending out an email to your subscribers, writing a blogpost (my favourite) or promoting a good cause anyway you can.

The advantage is, with a good variety of brands, causes and forms of content, any influencer is sure to find something on Raynforest.., and make some money.

Sounds good, doesn’t it. I’d say it’s a win/win/win.

But, some have a critical note.

Do we sell out?

Why even ask that question? Was your intention to never earn a buck with all your hard work and content creation? If you say yes, then turn away from Raynforest and be on your merry way. Because you would not be able to live with yourself.

Besides, running an ad, having affiliates or generating business in any other way through your website, E-book or blog comes down to the same thing. And I bet you do not consider that selling out. Again, if you do, don’t join Raynforest.

But, if you do want (some) compensation for your work, I know I do, then pay attention (pun intended). Because this platform brings content creators and brands together with a purpose.

What about your readers?

What about them? They want good and helpful content.

They also want to be informed on good deals (of course they do). And they want value, any which way they can, and, preferably, for free. With this new platform you can give them just that. Remember, you get to choose the brand, the channel and the content to share. If you don’t like it, or if you feel your audience wants nothing to do with it, don’t promote it.

It’s not complicated.

This blogpost

Image a platform, I’m a member of that platform. Raynforest is an active brand on that platform, they create a new product and they put out a campaign. I like the brand, that’s why I follow it, so I notice the campaign quickly. They ask for a blogpost. I like their new product and decide that my audience might be interested too.

So, I write the post.

I get compensated for that, my audience is turned unto a new and potential beneficial product and I help Raynforest spread the word.

Oh, by the way, I receive nothing for writing this article. No perks, no cash, nothing.
I happen to like Mark Fidelman and think his idea is just wunderbar.

Ethics and Morality

Dare I say it? Don’t worry about them, it’s hypocrisy you need to worry about.

But why, Rogier? Surely we have to stay honest, sincere, open and trustworthy? And, excuse me, but I’m no hypocrite.

No, your not. But you also shouldn’t pretend you don’t want to make any money from your influence. Why not? If they ask you for a speaking gig, in another country and they pay for everything.., do you say ‘No’? Quite the opposite, you advertise the fact on your blog, gaining more influence.

And yes, of course you have to stay honest, sincere, open and trustworthy.

OK, here’s to everybody reading this blog:

I, Rogier Noort, will, occasionally, write a post or tweet a Tweet, or write other content with the intend to earn some money. I won’t sell you anything, I will just turn your attention to something you might find interesting.

Now everybody knows. Nothing misleading here, open and honest.

And the best part is.., my readers don’t have to suffer for it.., they don’t have to buy anything. They can very happily ignore my post and move on.

Or, they can stumble upon a great new platform which can actually help make their dream come true and earn a buck or two from their blog.

Now, it would be unethical from me if I didn’t share this information with you, wouldn’t it?

I believe it’s is a great idea.

I love some good feedback. Do you have anything to add on ethics or Raynforest?

Prinzessinnengärten: A great metaphor for Social Business

One of the greater challenges of Social Business is convincing people of its use. You can talk about engagement or even happiness, but these are hard to grasp concepts.., and maybe even harder to measure (although not impossible).

No, what you need is a good metaphor to show people what can happen if you put social in your business. The Prinzessinnengärten in Berlin is such a metaphor. It shows the power of an idea backed by action and cooperation.

Nomadic Gardening

The idea is not that complex, as most ideas are. Create a green epicentre in an otherwise concrete void. And make it a social hub for the neighbourhood to congregate.

From the Prinzessinnengärten website:

Imagine a future where every available space in big cities is used to let new green spaces bloom. Green spaces that local residents create themselves and use to produce fresh and healthy food. The result would be increased biological diversity, less CO₂ and a better micro-climate. The spaces would promote a sense of community and the exchange of a wide variety of competencies and forms of knowledge, and would help people lead more sustainable lives.

Having low environmental impact helps with acceptance and eventual permissions from a council.

Moritzplatz

Finding a place in Berlin might not be that difficult, I don’t know, I’ve never been to Berlin. But, Moritzplatz has been a concrete wasteland for decades. There’s an underground station and a busy roundabout. A perfect place to create a green haven.

To work they went.

With fans, friends, activists and neighbours they cleared away rubbish and cleaned up the place. Making room for their mini-utopia. Without digging up the concrete they put down mobile planters of various sizes to grow, well, anything they want.

The Metaphor

Prinzessinnengärten is a social hub (like your Digital Village), it’s a place where the neighbourhood can come together to discuss the goings on, or just have a some small talk.

The creation of Prinzessinnengärten was also a joined effort, there had to be principal support, money had to be made available and permission had to be obtained. Without this, you do not even have to try, your efforts won’t get far. You could just start and go at it, but changes are you run out of money, or you get stopped by officials for not having proper permits.

The growing of food (fruits and vegetables) takes quite a bit of knowledge. Sure, plants know how to grow, but to get a good and healthy harvest takes considerable effort (I know this for sure). This knowledge has to be learned and then shared with all participants. Not unlike your knowledge base or wiki, which is available and editable by all employees.

Your Business

Chances are that throughout your company social hubs already exist. This can be around the water cooler, clubs set up by employees, employees bound by a project or product and of course departments, even a floor can be a social hub.

If you would be able to connect these hubs, or to retain there shared wisdom. To support these efforts via company policies. To turn all this cooperation and sharing into something more valuable, more sustainable. To have your employees talk and work together on problems which exist on their floor, department or project.., problems within your company.

Wouldn’t that be worth looking into? I think it is.

A decision is nothing without action: Céline Schillinger

One of the “things” about Social Business is a (more) open and flatter organisation. This leads to another “thing”; equality. There are laws against discrimination, but that doesn’t automatically mean there is equality.., especially gender equality.

Céline Schillinger noticed one day that something was not quite right with her work environment. She noticed that the people who managed and who got promoted were “all the same, all white, all scientists or accountants, all suits and all.., men”.

Her (correct) conclusion was that she had no future in the company, and because of their mono-culture, the company didn’t have a very bright future either.

Companies need to be much more flexible and diverse to cope with modern society.

Old School

Now, as far as I know, there wasn’t really a plan to keep women out of management, although, of course, plenty of decisions have to be made to create a culture like this.

These stem from a (very) old school of thought.., and if nothing or nobody challenges this. Well.., nothing changes.

And in days-of-old this would not have been a problem, but in the Age of Social, it is a non-sustainable situation.

Céline noticed this and stepped up to do something about it.

A Call to Arms

Well, it might not have been that extreme, but it sure had a rebellious effect throughout the company. A movement was born.

Now, I’m not going to recite the entire video, I suggest you watch it, no, I urge you to watch it (you find it at the bottom of the post).

However, I do want to stress the point that any thought or philosophy is nothing without action. You can ponder and meditate on a problem, have meetings and discussions and finally come up with a solution. If this solution is not followed up by action, it’s not really a decision.., it’s just words.

Social Business screams for action.

Another Social Adventure

In the true nature of Social, Céline kicked of a new adventure for many within her company, and not just women, but men too.

With just a single email she set change in motion. A change maybe hoped for (the motivation behind her email was clear), but what happened was not expected. The email was send to the CEO, but shared with 3 female colleagues and they reacted. The email is what they needed to take action. It went viral throughout the company with magnificent consequences.

The Movement

As with many good revolutions, a movement was born. WiSP: WoMen in Sanofi Pasteur

Both men and women have joined the network which currently holds over 2,400 members. It’s already worldwide and is now expanding beyond the corporate network.

I want to end this post with the same quote Céline ends her talk with. I believe it embodies Social Business in a very special way. The quote is from a WiSP member:

How WiSP changed my life.

I’ve realised how much women share specific ways to behave, such as perfectionism, modesty, which prevents us from pushing ourselves forward, a lack of self confidence. I’ve read interesting articles which helped me develop new skills. I’ve discovered inspiring TED videos, Twitter, and very interesting information that is useful in my professional and personal life. I’ve come to meet many great people from other parts of the group that I wouldn’t have met in my daily life. I’ve made new connections and learned from others. It helped me overcome my fears and act.

So, my advice is; develop your skills and network, embrace social media, and above all.., trust yourself.

The video below was shot at EuroComm 2013.
[youtube https://www.youtube.com/watch?v=MJUyzQcdR6M]