Critical Notes

Yesterday I announced Mike Schaffner as the You Get It winner of the month. I have been intrigued by Mike’s blog and the strategic thought that is behind it. I think you’ll find this interview interesting, I did…

Why did you start blogging?

Our good friend Kent Blumberg actually got me started. I saw what he had done and I felt it was a good way to ???brand??? myself and to communicate it. My brand is that I???m not your typical CIO (Chief Information Officer), I have a business background of engineering, finance/accounting, and manufacturing operations in addition to IT and that helps me to lead IT to achieve business objectives and support business strategies. Basically, a blog helps get this message out since it gives me a more open format to talk about this than you could ever do in just a resume alone.

How has blogging benefited you and your career?

It has helped in a number of ways. First, it has expanded my network. I now have a number of new networking contacts that I wouldn???t have had otherwise. Second, it has helped me refine my message. Having to think about the interaction of business and IT and then to articulate this on a frequent basis really helps you refine and strengthen your message. Third, as a form of ???pull??? marketing it helps in my marketability. For example, I was recently contact by a journalist for a major print and online trade journal. They will be publishing an article in April about blogging and will be featuring my blog. What fantastic exposure.

What kind of relationships have you made from your blog?

I???ve developed a number of great friendships with people that I???ve met through blogging. Not only has it expanded my network, it has expanded my circle of friends. What could be better?

I have a friend that wonders why a senior level exec would blog ??? he isn???t IT and you are, so he???d slightly discount your answer if it comes from an IT slant ??? why would you suggest that a senior exec has a blog (if you do suggest that)?

First let me say that blogging is not for everyone. You have to be willing to invest the time and effort to do this and you have to be dedicated to keeping it up. It needs to be your message and reflect your style and personality. This isn???t something you can delegate to an assistant. I think there are 3 basis reasons why a senior level exec would blog.

1. As I mentioned earlier it is a great way to brand yourself and is a great pull marketing technique. Even if you aren???t currently looking for a job, isn???t it nice to be known as someone knowledgeable on a particular subject.
2. It is a great way of communicating with an external audience. Bill Marriott has a great blog. What a great way to interact with your customers.
3. It is a great way for a senior exec to communicate with his employees. This is especially true where your people are widely dispersed. Blogging allows you to address topics on timely basis ??? no waiting until you can go see them in person and it allows them to ask questions. Plus everyone sees the same message.

If you???re willing to invest the time and effort blogging can be a very effective communication vehicle.

What are the downsides of blogging?

The only downside that I can think of is the time it takes to do it. It can take a significant amount of time. I spend at least 5 hours per week and frequently more. However as with anything you enjoy doing (and I do enjoy blogging), it is worth the effort.

I noticed that you don???t have your picture on your blog, why not?

One of the reasons I started my blog is partially an age issue. The general perception is that anyone over 40 can???t program their VCR/DVR much less use the computer systems that have become an integral part of the business world. By using new technology in an innovative way, branding via a blog, I hope to overcome the age issue by demonstrating mastery of and comfort with technology. This is a long winded way of saying it had to do with age.

My initial thought was why reinforce the age perception by putting up a picture of a gray haired guy? Since then I???ve decided I am what I am. Any one that reads my resume or sees me knows I???m not 30 so basically it was ??? get over it. Once I find the time and can locate a good photographer so I can get a good photo at a reasonable price I???ll post one.

In your humble opinion, what are some components of your blog that contribute to winning this award?

Well, I noticed you cashed the sizable check I sent. Seriously though, I hope it is based upon my using technology as a way to establish a personal brand. I try to stay ???on message??? without an overt effort at finding a job and I attempt to discuss technical issues in business terms without the technical jargon. Part of the reason I try not to push the job search effort is that I plan to continue it after I land ??? it???s fun.

Seems a little early to be announcing the You Get It award winner this month but it was decided a while ago. I’m pleased to recognize Mike Schaffner and his excellent blog Beyond Blinking Lights and Acronyms!

I met Mike in Houston a few weeks ago and we spent the better part of a day at the same meetings. It was really cool to get to know him in person, and to put a face and personality behind this blog.

I’m going to list a few things that I really, really like about his blog, and then tomorrow I’ll post an interview that I had with him. Here’s why I like his blog so much:

Remember, this award is for people who “get it” - that is, use technology (yes, heavy on the bloggers) to quantify their breadth, depth and passions.

1. Mike has a title and kind of two taglines. I’m not sure what branding experts would say about this, but I like it.

The title is Beyond Blinking Lights and Acronyms - which says “I understand IT but I’m not the “throw-the-pizza-under-the-door-and-leave-me-alone-geek.”

The first tagline introduces his name: “Mike Schaffner on Creating Real Value Through Information Technology“… the thing that stands out to me as a hiring manager is “creating real value through the tools”… good priority for a CIO!

The second tagline is just the three words on the top left: Communicate, Execute, Adapt. I’ve been in IT for a while and I think its fair to say that most non-IT executives want these things most from the IT executive!

2. Excellent, transparent content. CIO’s deal with a multitude of issues, and they have to prove business smarts as well as technical and strategy smarts. You can go through Mike’s Favorite Posts as well as his Categories and see a good mix of all of these.

Mike’s style is smart and will effectively communicate to other CIO execs (or wannabees like me). But none of it is dry - its all about discussing important matters. As for transparent, the “Ah Ha” post show’s that he is current on his reading and isn’t afraid to admit that he doesn’t “know” everything. This is a super-important trait in the blog world.

3. Community builder. One thing I haven’t commented on with the other winners is their proactive efforts to build communities in and around their blogs. This is the difference between just well-written vs. well-visited!

Mike has done an excellent job few months since he started to help others know about his blog. He actively participates by commenting on other blogs - here’s a an excellent example of how Mike contribute to the community environment on Harry Joiner’s (the Marketing Headhunter) post on CIOs. Mike’s response is much better than just writing “great post! Keep it up!”.

Also, when it was “tag season” Mike reached out to some pretty big bloggers and had a good response from them - it was a good strategy to either initiate a relationship or strengthen the relationship. Why is this important? Once you get other bloggers to link to you in their posts and their blogroll, you might get some of their readers. In networking, its like going into someone else’s “circle” and meeting their buddies.

4. Ease of subscription. I don’t remember if I’ve posted on this before either, but I think it is critical that blogs give me an easy way to subscribe to them. I know RSS is the most common way to subscribe to a blog but it has its own problems. My favorite method is e-mail subscription, and I consider it a best practice to offer this to your visitors. You can see the “Subscribe to Mike’s Blog” section on the left, towards the top … just put your e-mail address in and hit subscribe. This shows that he considers non-RSS people (like me) to be worthy of his updates

5. Another thing I haven’t commented on before (for bloggers) is the involvement in other technology. Mike’s “About” page shows involvement in LinkedIn and Ziggs and makes it easy for you to find his profiles there.

Lots of the comments that I made about Kent and Adelino apply here to Mike - its an excellent example of how to quantify your personal brand. Tomorrow I’ll post the interview that I had with him.

Mike, congratulations! You are hereby awarded a cyber-high-five, six months of premium access to JibberJobber, and a coveted link from my blogroll to your blog!