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You Are an Ambassador of Your Community

I tend to focus on Phoenix tech a lot. Hopefully, people outside of Phoenix who read what I write take the principles and apply them to their own localities and industries.

Curious to see what someone would find if they searched for “phoenix tech community,” I ran the search through Google, Yahoo, and Bing. I think we in Phoenix make a lot of noise from time to time, and we have so much going on that word occasionally reaches people across the country and even around the world. I wondered what outsiders would see, but also what locals would find if they set out to find their city’s tech community.

Astonishingly, this blog was at the top of the results — first on Google and Yahoo, but on Bing, it was second to a blog post about one of my blog posts.

What, am I bragging? Hell no.

I realized that there is room for improvement on my part. My blog post, “The Phoenix Tech Community,” was a good article, in my opinion. However, it is NOT what I would consider a good landing page for the tech community.

When someone searches for “phoenix tech community,” I want them to discover that there is a ton of stuff going on in Phoenix. They should be exposed to Phoenix events and meet-ups, Phoenix blogs, and Phoenix co-working spaces, and more.

I’m taking too long to get back to the title of this post, and it’s getting to be about time to wrap it up.

The pages people will find when they’re looking for the phoenix tech community weren’t deliberately written to be someone’s first impression. I became, without knowing, an ambassador for the community. Also without knowing, I wasn’t doing a great job with this ambassadorship.

It’s one more thing to keep in mind with my (and your) blog posts. You can become an ambassador of your community, simply by mentioning it. Try to be a good one.

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A 5,000+ Mile Jump

On October 15th, 2006, while a small group of amateur photographers were hiking at Papago Park in Phoenix, Arizona, something strange happened. A guy jumped. Well, actually, another guy jumped first, then his wife, and then the jumper jumped. At the time, he wasn’t the jumper. In fact, he very rarely jumped and nobody had ever remarked that his jumping was any different than anyone else’s.

The Original Shaler Jump
A guy jumps

The strange thing which happened that afternoon was the jumper’s jump. It didn’t end when his feet returned to the ground. In fact, the jump didn’t even end in Phoenix.

At the time, nothing seemed special about the jump. The preview screen on the camera showed what appeared to be a well-captured photo of a good jump. Nothing spectacular. Just a good jump. The hike resumed.

Throughout the following months, the group met up at other locations around Phoenix. When the opportunity arose, the photographers enjoyed taking other jumping photos. The jumper, who was still not known as such, happily obliged.

At a conference in November of 2007, the jump that left the ground over a year earlier started to turn into something. The jumper was introduced to someone he had never met by someone he had never met as, “the guy that jumps.” The jump had somehow preceded the jumper.

20081214-4661
Jumpers jump the jumper’s jump in NH

Fast forward another thirteen months to December of 2008.

A group of people in New Hampshire who had never been in direct contact with the jumper scheduled a local photography meet-up. The theme of the meet-up was to jump. More specifically, it was to emulate the jumper’s 2006 jump and those that followed.

How the jump traveled over 2,000 miles to the Northeast United States on its own is a testament to the strange power of the Internet.

Amazingly, the jump didn’t stop there.

The jump that left the ground in 2006 was seen again in 2009 on the other side of the Atlantic Ocean. Some 5,000 miles away, a German Flickr and Twitter user visiting Lake Garda in Italy decided to jump the jumper’s jump.

trying a shalerjump @ lake garda
“trying a shalerjump @ lake garda” by vanse1980 on Flickr

That, to me, is a leap of unimaginable scale. One that started innocently enough during a hike in Phoenix, Arizona.

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A Culture of Negativity

“We kid because we care.”

I hadn’t noticed it until people from outside of Arizona started asking me about it. “Why are people in Phoenix always making fun of each other?” I originally thought it was just me, but it seems to be a general attitude toward anyone who puts himself out there.

In my travels, I’ve come across cities with truly vindictive people who create enemies within their communities. Phoenix doesn’t seem to have quite as much of that genuine angst — with only a few exceptions.

However, when it comes to public displays of negativity, Phoenix seems to stand out among cities, based solely on my personal encounters with people outside of Arizona who have made this type of observation. It’s hard to say if there is a reason or if it just happens to be this way.

I know quite a few awesome people in Phoenix who are incredibly positive, but they tend to be quieter.

It is common for people to be to proud to acknowledge people around them. It’s also far to easy to sit at home and belittle the achievements of others or critique their ways of doing things. Unfortunately, this seems to be human nature.

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Don’t Self-Promote. Intrigue.

I talk and think about marketing a lot. I think about marketing on a business level and on a personal level. My own success has likely been a result of effectively marketing myself.

When you are marketing someone or something, you are trying to convey a message to as many people as possible. There are many ways of getting that message across. My method of choice is intrigue.

Instead of pushing my message onto other people, I try to get people to come to me. Instead of talking about myself, I say less and let others around me fill in the gaps. This is risky, because you can’t control what others say about you. However, when someone hears something about you from someone else, they’re much more receptive than they would be if it was you saying it.

If you can get people to come to you instead of pushing a message to them, you can potentially convey much more information. Essentially, you can lead someone down a “rabbit hole” and let them discover things about you, piece by piece.

I have a very scattered presence online, but I’m very easy to find. I don’t count on people finding every single page or site I’ve created. Over time, I’ve created so much content online that someone can spend hours online and still have more to discover.

A few people have told me I have the “world’s best business card” (My name ranks well on Google for that, too!). I can’t say I completely agree about the “world’s best” part, but there is something to it. While some people write it off as pretentious, the card has an overwhelmingly positive response. It intrigues people. When sorting through 100+ business cards after a conference, seeing that one will often lead people to search online. Once I have lured them to the rabbit hole, I must do my best to captivate them with as many interesting things as possible. For the purpose it was intended, my business card very well may be the best. Other people have other needs for business cards, so it isn’t the “world’s best” for everyone.

Don’t talk about yourself. Don’t self-promote. Try to leave an impression on those around you. Get people talking about you, especially those you know you well. Intrigue those you meet and let them discover you on their own.

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If I explain it to one person, I might as well…

If I explain it to one person, I might as well explain it to everyone. I received an email recently asking some questions and/or seeking clarification. Topics include ShalerJump photos, personal branding, and Twitter.

The sender’s name, pieces of the original email, and pieces of my response have been removed.

> My first impression of you from a year or two ago was, “Who is this clown
> who’s trying to be famous for jumping?” No offense.

I wouldn’t say I’m trying to be famous for jumping. I was part of a photography group and jump photos were a fun activity. The first photo of me jumping was taken in October of 2006.

After putting them online, they started getting tagged “ShalerJump” (by the photographers of each photo, not by me) so people could view all of them in a search result. A year later (November, 2007), I was at a conference and someone I had never met introduced me to someone else I had never met as “the guy that jumps.” It sounded fun and interesting, so I decided to roll with it. In May of 2008, I finally bought the domain name ShalerJump.com

> I read something you
> and/or Adam Nollmeyer wrote, like an interview, about what the Shaler Jump
> was and what it was intended to be… some sort of exercise in personal
> branding I seem to recall. I thought, “this guy is full of himself” and
> “what is he even supposed to be famous _for_?”

The jump photos started to become part of my personal brand when people saw them online and thought of me as “the guy that jumps.” That happened on its own. When I noticed this happening, I adopted it to help in grow, which is the point where it can actually be considered a personal branding effort.

Fame has nothing to do with it. The jump photos serve as both branding and marketing. The marketing side is what draws people in, looking at the photos for what they are and sharing them with friends. The brand side of it is when people actually associate the photos with a person. I brand myself as someone who has fun and does interesting things. (“fun” and “interesting” are both vague words, though I use them quite a bit)

I participated in the interview. Adam thought it would be a good idea to give people more back story on why there are all these photos of me online. To some extent, though, whenever we write publicly about it, we usually take a tongue in cheek approach of making it sound like there’s more to it than there really is. It’s to intrigue people and to mess with them a little bit. (“mess with” as in “confuse” or “to make stop and think”)

> Recently, my curiosity led me to read more about you.

This is something I try to accomplish. I don’t want to try to push who I am onto people. I want to draw people in by being interesting and triggering some level of intrigue.

> Call me old school,
> call me a skeptic, call me cynical, but I look for concrete reasons to
> respect someone, such as skills, talents (other than jumping ha ha),
> concrete accomplishments, etc. Once I did some digging through your
> websites, I realized that you do have some of these things. Maybe not so
> much that I understand why you have 10,617 followers on Twitter at the
> moment, but enough to see that you deserve credit for something other than
> having friends take photos of you while you jump like a lead guitarist in a
> rock band. :-)
> (I hope you’re catching onto my dry humor here. At least a little.)

[Brace yourself. Name-drop alert. Will probably sound uncharacteristically egotistical.]
I started working on personal branding after I realized that being an award-winning web developer didn’t make people respect you. There is one little place on one of my sites where you can find a brief mention of the fact I have worked with: Mazda, Nike, Boeing, Ford SVT, Lincoln (automotive), Mars Inc (Twix), Nivea For Men, Chrysler Financial, Shamrock Farms, blah blah blah.
[Done name-dropping]

You wouldn’t have found me or had an opportunity to judge me (whether or not you should respect me) if it hadn’t been for my for-fun stuff like ShalerJump photos, CrappyGraphs.com, various crap/tools/eye-candy I made for the Digg community, photography (+photography tutorials), various micro-sites (MyMotivatr.com, is-my-hero.com, SpellFail.com, SofaJumper.com, etc), and various things I did on Twitter during the last 1.5 years (TwitLibs, TAG: Twitter Acronym Game, etc).

This illustrates why personal branding and marketing was so crucial. I’m not trying to be “famous for jumping.” It’s simply one of those things I do because it’s fun, and it opens another avenue for people to find me.

> I still don’t understand why anyone would follow 5,741 people, much less be
> followed by twice that number. I’m not saying that in a mean way, just in an
> honest, baffled way. I currently follow 20 people. 5 of them bore me to
> death, 5 of them are tolerably interesting, and the other half don’t even
> update. And I’m getting ready to unfollow some more. ;-) How do you stand
> following 5,741? I would truly appreciate some insight into this.

I follow back everyone who follows me. It’s something Twitter set up for my account over a year ago. Last year, I was following more people than were following me. When I joined Twitter, I started by following a lot of people. Nowadays, I rarely follow people on my own. When/If they follow me, I automatically follow them back.

After Twitter set up the auto-follow-back functionality, my “following” count went up along with my “followers” count. A year ago, I was following over 11,000 people and was followed back by around 7,000. (@garyvee actually gave me crap about this at SXSW, on video. “Who follows 4,000 more people than are following?”) Since then, I have continued with the auto-follow-back, but I have been steadily unfollowing people who are spammers, don’t tweet in English, don’t actually USE twitter (e.g. all their tweets are from twitterfeed), etc. I have gotten it down to 5,741 (as of this writing: 5,712) and out of those, I can probably eventually get down to about 4,000 (but may never hit that specific number, because people will continue to follow me).

I don’t attempt to read every single post from everyone. There isn’t a single person on Twitter whose every update is completely relevant and useful to me. Some people have a high percentage of meaningful tweets, while others have a low percentage. By following a lot of people, I have the ability to “tune in” (like TV) to Twitter whenever I can and skim many tweets to see what’s going on.

There is no right or wrong way to use Twitter. I’m VERY interested in what is going on and what people are doing. I follow people who try to be funny/entertaining (140 characters is a great constraint for witty one-liners), I follow people who link to tech news, and I follow people in my industry (software development, web development, Flash, etc). I follow people who don’t exactly fit those criteria, but a little noise doesn’t hurt, as long as they’re human and tweeting about something. There’s nothing wrong with following only a few people and making sure never to miss a single update — the majority of Twitter users do exactly that.