Dave AvRutick

I’ve talked about how social media has worked for me in past posts. I am passionate about social media and I know that makes it seem like I have a bias. But I have used all forms of marketing for years. I’m not a new kid on the block.

My Design Resumes business is more than 25 years old. I’ve been in phone books, newspaper ads, Chamber of Commerce publications, radio, and some odd things like plastic phone book covers and little known publications. Sometimes wasting money and effort and hopes and dreams.

Wall Street Journal featured an article called Entrepreneurs Question the Value of Social Media. I always find it amusing when a source that began by being a mainstream media does a story about social media. Traditional advertising now has competition from a source that is often free. I wonder how many times traditional advertising resulted in instantaneous results.I know that when I see an ad for anything on TV, I don’t rush right out there to buy or change my habits.

For instance, an entertaining ad for Amazon Kindle was just on TV, the music was catchy and I did look up and the commercial was clever. But if I decide to buy a Kindle, I’d check on Twitter to see how many of my friends like it, how they use it, and if it is worth it.

The interesting effect of traditional advertising is that coupled with a strategic social media campaign, people might make a faster buying decision. But alone, we still don’t run out the door to buy a new Dodge Ram just because we saw the ad on TV or read an ad in the paper.

You want to know why I read the Wall Street article to begin with? Because my friend, Joe Jacobi, America’s first Olympic Gold Medal whitewater canoeist, Network Television 2008 Olympics commentator, and current acting Executive Director of USA Canoe &Kayak tweeted and posted on Facebook that our mutual Twitter friend, Dave AvRutick was featured in the article. The article discussed how as the President of Folbot, the folding kayak company,  Dave used Twitter to talk to people about kayaks and how a blogger bought her kayak after meeting him on Twitter.

Last year, Jackie Siddall described in a blog post how a message she received on Twitter prompted her to buy a folding kayak for around $1,900.

The vessel was one of about just 600 sold in 2009 by Folbot Inc., a small retailer in Charleston, S.C. “You can’t buy that exposure,” says the firm’s co-owner, David AvRutick, who claims the incident speaks to the value of using social media for marketing.

The article continues to cite multiple people and businesses social media marketing hasn’t worked for or at least hasn’t worked instantaneously. I would have liked the article better if it had spent a little more time exploring the options of social media or even followed up with Dave a little more — I wouldn’t have known Dave or Folbot if it wasn’t for Twitter. Did I mention that despite both Joe and Dave living on the east coast and loving kayaking, they had never met in person?

I love following their conversations on Twitter which often talk about food. And for weeks, they bantered about coming to Canoecopia in Madison, WI last weekend for the big paddlesport show put on by Darren Bush and his Rutabaga team. My former role with Wausau Whitewater makes me still desire to stay in the loop.

Joe and Dave also planned their food… discussing all the breakfast options for this trip before settling on The Curve for their now famous Breakfast Summit held on Saturday during Canoecopia. Dave chronicles his whole first visit to Madison, Canoecopia, and the Breakfast Summit in his photo-enriched post here.

Must I repeat — none of this — not even the breakfast would have happened without Twitter!

For me, social media has built a tremendous community that I could never have reached though traditional means. Does that mean I will never advertise traditionally? No. I still continue to place ads on occasion but I certainly embrace my options to use both advertising and social media to connect and grow community.

Taking some time to explore new options, trying new things, will allow you to see for yourself what works. Invest some time though… before you decide what doesn’t work.

Thoughts? Tell me yours…

Social Media & Job Search #6

Can you tweet your way to a new job? Maybe — and some people have!

What is Twitter anyway? In my Are you on board? post, I talked about how the presenter at a Chamber event, Gerald Mortenson, Flapjack Creative introduced the audience to the complex concept of social media marketing by opening Twitter and writing, “I’m having mashed potatoes.” He asked the audience if this was their impression of Twitter. Everyone laughed.

But for many people, that is their impression.

When I first came to Twitter in fall of 2008, I knew nothing. I started noticing that there were a lot of interesting people out there talking on Twitter. Tools like Twitter Grader by Hubspot helped me add to my connections.

I found people who knew how to use this new tool and followed them. I followed bloggers, career experts, marketing people and interesting people. I researched, connected, and learned, like a sponge, about everything such as tools to make Twitter work better and easier to track, like Tweetdeck.

Friendships and connections grew by talking with people. The words “authentic” and “transparent” are big in social media but to me they come naturally. I like connecting with people and as I have said before, I like helping. My initial Twitter experience was very positive.

Then whitewater season rolled in and with marketing and river hours as Wausau Whitewater’s Operations Manager, I didn’t tweet much. I grew disconnected. When I came back in the fall, I felt lost and thought Twitter didn’t work for me anymore. But as I started connecting again with people I knew before and meeting new friends, I found that it wasn’t Twitter not working, it was me.

How can Twitter work in a job search? I suppose you might be lucky enough to be in the right place with the right people at the right time to directly be offered a job on Twitter. But more likely, if you incorporate Twitter as part of your networking strategy which has to have both an online and as we call in social media a “real life” component, you will grow connections.

Connections I met first on Twitter, LinkedIn, or Facebook have turned into “real life” lunch meetings. Converting those conversations with people you value doesn’t happen instantly and it won’t happen with everyone but it can happen. I also created business alliances with people on social media and connected with new clients.

Can it happen, yes! You have to learn to use the tools and you have to be “authentic” and “transparent” but honestly, that’s how I want my real life friends, colleagues, business partners, and clients to be too! Honest, real, trustworthy, caring… brave, truthful…

What do you think? and what else would you like to know about how to use Twitter… in a job search? in business? in life? What tricks, tips, and tools would you like to know better? #hashtags, what are those anyway? You ask me, I’ll find out and tell you.

Talk to me! I talk back!

Wausau Whitewater has been my passion.

It’s the whitewater course in downtown Wausau, Wisconsin that has hosted regional, national, and international slalom and freestyle whitewater competitions and provided fun and training to thousands of people.

I have been part of two World Cups and numerous US Junior and Senior Team Trials. I have watched the organization move into a bigger focus of something for everyone with the refocus on running our own recreational releases in 2009 (people play for $10 plus ACA fees per day) and adding Basic Whitewater Training to those releases.

The only staff member

For this entire time from 1997 to 2009, I have been the only staff member, working under Wausau Kayak /Canoe Corporation’s non-profit Board of Directors to execute all of our programs. My role has been marketing, customer service, registration, event management, public relations, web content development, vendor negotiations, program development, sponsor development, advertising sales, and all around gopher.

I wrote, created, and distributed marketing information, such as the annual program, which we figured out how to create in an electronic format this year. In 2009, I merged my two worlds when I asked Dawn Bugni, a fellow career professional to help proof my sponsorship copy and then hired her to copywrite and edit the articles for the book.

Met people from all over the world

In this role, I met people from all over the world, including Olympians like Joe Jacobi and Eric Jackson (EJ). Joe was back in person to coach our training camp this summer and we visited over dinner at Michael’s Supper Club which we had planned on Twitter. Joe is currently the Interim Director of USA Canoe & Kayak, leading the national organization. EJ is well-known for his amazing world freestyle champion moves and was also a frequent visitor to Wausau with his family during the pro rodeo days. Now EJ runs Jackson Kayak, the fastest growing boat design manufacturer in the world.

I’ve also added to my friend base.

Our current President, Michael Schroeder, a contemporary Christian musician when not leading Wausau Whitewater, has been my friend since we met on the river about 10 years ago. This past year, despite the worst possible economy, Wausau Whitewater thrived because we used creative strategies that Mike suggested to keep us going. The whole paddling community has enriched my life and I know my Facebook community has a large group of paddlers that I have come to know and love.

In 2010, Wausau Whitewater hosts the USACK Junior and Senior Team Trials, setting the stage for PreWorlds in 2011 and the 2012 ICF Slalom Canoe Junior World Championships as well as the normal line-up of two to three other events, four or five training clinics, and 10 to 13 recreational releases.

So why am I resigning?

I founded Design Resumes in 1983 as a side business when I was a Property Manager. I went fulltime in 1987 when a transfer to Illinois in property management didn’t work out and we came back to Wausau.

In 1991, my father-in-law suggested I interview for a contracted administrative coordinator position with the Kiwanis Club of Wausau and in 1997, he again suggested I interview for what became my current Operations Manager contract with Wausau Whitewater. Along the way, I also supported two other non-profits with QuickBooks financial recording and reporting. My own business was growing but being stifled at the same time. I thought if I dropped some things, it might help. So in 2003, I dropped the 2 QuickBooks contracts. In 2008, I resigned from Kiwanis. But the energy I put into those other things, quickly transferred not to Design Resumes, but to Wausau Whitewater.

the Design Resumes website

Mike did encourage me to launch the Design Resumes website in January 2009 and that made a dramatic change in my business. For the first time, I can market to and work with clients from all over the United States as well as those in Central Wisconsin. I’ve been learning and growing in social media since fall of 2007 and it has definitely changed who I reach and communicate with on a daily basis using Twitter, Facebook, LinkedIn, and this blog.

Last year I spent well over 30 days on water.

That sounds wonderful, doesn’t it? Well, make that on the river bank, under a tent, running registration, operations, and event management. I have never been in a boat. I do get a great farmer tan but that’s about it.

What do I want?

Throughout my journey in the career industry, I have felt a deep sense of joy and satisfaction as I see my clients achieve their goals. I have many goals unachieved. I want to see what it is like to focus on only Design Resumes. I want to explore how all the initiatives that I have made with social media come together to promote my own business.

I want to explore more partnerships like the one I have with Jason Alba. I want to use marketing tools, like e-mail newsletters to my client base and build a follow-up system that I know how to do, but never find time for. I want to continue to grow, learn, dream, and enjoy the world around me.

I want to do fun things, like ride horses, maybe learn to paddle, travel, finish my house remodel, work in my garden, play with Teddy, read, and enjoy my friends and family. I want to have a little free time. I want to go to career industry conferences and get to know my wonderful colleagues.

I will miss Wausau Whitewater, this is the end of an era, but I have a new world ahead and I am so excited. I’ll keep you posted on how this new career journey of mine goes. Right now, the sun is shining and Teddy is playing the piano.

Stuck in your job search or just ready to move on from your existing position? Julie Walraven can help you find a new career! To find out how, Click here!

Photo by nan palmero

Social Media in Job Search #2

Do you feel like your experience with LinkedIn is fruitless?

Question: I don’t seem to be getting anywhere with LinkedIn. What should I do?

Answers:

Is your profile complete? Here’s my LinkedIn Profile Look it over.

1. If yours has only your job history and no details, just realize that you aren’t using the power of LinkedIn.
2. Think accomplishments, tell the story: CAR, Challenge, Action, Result —
3. what did you do at each position that made you valuable?
   

Are you branded? Look at this one for KimWoodbridge: “Freelance WordPress Consultant and Web Developer at(Anti) Social Development.” A person reading your profile should be able to tell at a glance what you offer. This should not be your current job title.

Do you have a profile picture? Seek out a reliable photographer who can capture your image and help you look professional. Scott Savage took my last two headshots and the most recent one was done in my home office.

Are you connecting with other people? If you sit up there all alone, it won’t work. The world will most likely not come to you. I know I did it at first, I still say thank you to the people who bailed me out. To find out who, check out My Journey with LinkedIn

Are your connections open? If you lock your connections, in my opinion and Jason Alba of “I’m on LinkedIn, Now What?”, you shouldn’t. I suppose there are special exceptions but if you do, you have minimized the effectiveness of LinkedIn.

If you are worried about privacy you probably shouldn’t be on LinkedIn anyway. If your connections are unlocked, they will be found with the LI search engine anyway if someone searches for them. Just Don’t! Set your connections, like this:

Are you using LinkedIn to make real life connections?

1. Local people: invite them to lunch, coffee, or breakfast.
2. Remote connections: talk by e-mail, phone, Facebook, or some other social media.
3. Connecting in real life grows relationships!

Does that help? Do you have other LinkedIn questions? Ask me.

Talk to me — I talk back!