July 26, 2013

Online Customer Service: a Personal Experience

Okay, it’s only happened a couple of times to me, but they were both significant, so they’re worth recounting.

When I moved last year, Comcast said the best way to transfer service to my new house was to just take all the equipment to the new location and give ‘em a call when the hook-up was complete and they’d just turn the switch and voila! we’d have service!

Well, generally speaking, that happened, except for one thing. I have online voice mail access, and no matter what I was doing, or who or how often I was calling, or who was at the other end of the line, they couldn’t make my voice mail appear online. It worked fine on the phone, but I was used to checking it online. For whatever reason, Comcast insists on creating a whole new account when you move and transferring everything over, which was one of the main reasons the voice mail wouldn’t transfer seamlessly.

After several calls in 8 weeks and several promises that it would happen, in my frustration I tweeted:

@comcastcares Been 8 weeks since I moved and Comcast is still unable to figure out how to restore access to online voice mail. #epicfail

— Tim Patterson (@tradeshowguy) October 30, 2012

@Comcastwill responded right away and connected me with a tech who solved the problem within 24 hours:

@ComcastWill thanks for looking. Since moving late August VM has been up briefly 2-3 times, but always vanishes.

— Tim Patterson (@tradeshowguy) October 30, 2012

@comcastcares Thx to Erica in Denver, my online voice mail is now working!

— Tim Patterson (@tradeshowguy) October 31, 2012

In another instance, my company was having an ongoing discussion over disagreements in a contract with Cision after we had leased Radian6 to use for social media research for a client. It seemed no matter how we responded or whom we responded to, it was as if no one was listening. The emails, phone calls and letters we sent were ignored. When we did get a communication from Cision, it was always a new person with no knowledge of any previous communication, and the conversation had to start all over from the beginning. We even sent the CEO a registered letter hoping to at least get someone’s attention, but to no avail.

Finally I posted this on Twitter:

@cision How do we get a reply from the Cision CEO? He failed to respond to a registered, certified letter this summer over a contract issue.

— Tim Patterson (@tradeshowguy) November 19, 2012

Within a couple of days (it wasn’t immediate), I heard back from someone at Cision asking for a phone number so they could contact me. I gave it to them, and was contacted by someone that was actually interested in helping us resolve the issue. It took a few weeks and some back and forth, but it was resolved to our satisfaction.

It really shouldn’t surprise me, but customer service is very active on Twitter. Is it because companies are dedicating resources to tracking online conversations, or manning the Twitter accounts? Are they afraid of having a negative experience go viral, which has happened too many times to count? Is it just smart business? Or is it something else?

Whatever the impetus, I like that there is often a quick way to get someone’s attention and get issues resolved.

July 9, 2013

What’s the World Domination Summit? Nothing Short of a World-Class Event

So how do they do it? How do the volunteer organizers of World Domination Summit pull off a top-notch, world-class event – including tripling the attendance in the past year?

Perhaps we should start with what in the world IS the World Domination Summit? While you’re likely to get a few thousand answers when you ask the attendees, to my mind the event is a gathering of creative, innovative, entrepreneurial-minded folks from dozens of countries that takes place over a long weekend in Portland, Oregon every July. It just wrapped up its third year. Yup, its third year.

Author Don Miller onstage at World Domination Summit (photo credit: Armosa Studios)

Year one – 2011 – saw almost 500 people gather for two days of speakers, workshops and casual networking meet-ups. 2012 that number doubled to about 1000. This year, the attendance was 2800, filling the historic Arlene Schnitzer Concert Hall in Portland for two days of presentations along with several other smaller workshops and meet-ups where attendees got to listen to and interact with authors, speakers, literary agents, entrepreneurs and other creative folks.

And every one of them seemed to be in a damn good mood all weekend long!

The event was started a few years ago by author and blogger and world traveler Chris Guillebeau, who had been mulling over the idea of gathering some of his blog readers together for a couple of days of listening to interesting speakers, exchanging information and learning. He hoped he’d get 50 people – and ended up selling out almost 500 tickets, with demand for much more.

After the first year – in which he admits he lost around $20K – he realized he needed to get a little more organized on how to actually run a successful event. Well, the event was successful from the attendee’s standpoint, but when the organizers lose twenty grand, something has to change.

As the preparation and organization for year two of WDS wound down, they realized they’d have about $100,000 left over. What to do with the money? After all, the idea was not to make a profit (although they didn’t want to lose any), but to help people out in their endeavors. It was decided to give the money back to the attendees, and at the end of the event each person got an envelope with a $100 bill and a note urging them to put the ‘funds to good use. Start a project, surprise someone, or do something entirely different – it’s up to you.’

Of course, there’s a large social media component to the event, with an online searchable database so you can connect with and learn about other attendees, as well as overt promotion of the event hashtag #wds2013. Loads of tweets and events, packed with thousands of photos, showed up continuously throughout the weekend. As I’ve observed many times before, events and social media fit together like hand and glove – they’re made for each other.

Many attendees have posted photos on their Flickr accounts, including this cool collection from Mike Rohde, which gives a good representation of the event through his creative note-taking.

Now that the third year of WDS is over, what made it such a successful event?

From my vantage point as a twice-attendee (2012 and 2013), I think there are two keys: first, it’s absolutely non-corporate in any way shape or form. There are no logos anywhere (except WDS), and no mentions of any underwriters. I admit I really appreciate that aspect. Second, it comes off as a genuinely helpful gathering of like-minded people who simply love getting together.

At the Saturday morning keynote from presentation expert Nancy Duarte, I sat next to a woman named Vicki and asked her why she came. “I’m addicted to inspiration,” was her response. I’ve been reflecting on that ever since. Addicted to inspiration. We all want and need inspiration – and the World Domination Summit gives it – in spades.

The speaker line-up ranges from well-known authors, writers and radio host to not-so-well known people who simply have a great story to tell. In between there are interesting highlights of attendee stories, the Unconventional Race, lunch meet-ups, indie-movie screenings, yoga breaks, wide-ranging workshops and much more – all topped off by a private party in downtown Portland at Pioneer Square, which got passers-by wondering just what the hell was going on behind the fences!

At one of the gatherings, entrepreneurial expert Andrew Warner interviewed Chris and they spent time discussing the money aspect of the event. Surprisingly (or not), there are no secrets. As Chris said, there are 2800 people attending, most of whom paid about $500 – do the math (it’s around $1.3M gross). But as he said, renting the halls, producing the various pieces of swag, offering catering for mid-morning snacks, renting Pioneer Courthouse Square et al – it all adds up. The event was expensive to produce – and all of the speakers are non-paid volunteers (what wasn’t clear is if their travel and lodging were paid for; I’d be curious to know that).

In other words – the World Domination Summit is unique in a true sense of the word: there’s nothing quite like it in the world. Attendees feel like they’re ‘in’ on something that no one else is.

Takeaways:

Be unique – do something that is unlike anything else.
Don’t taint it with corporate sponsorships, which ultimately take away from the uniqueness.
Offer a wide variety of speakers.
Surround the event with mini-gatherings to spur more networking.
Have a great sense of humor about how everything works – and be ready for things to go sideways.
Be open about all aspects of the event.

Check out the complete set of #WDS2013 photos provided by event organizers here.

February 21, 2013

7 Surefire Ways to Energize Social Media at Tradeshows #7 – Understanding the Positive and Negative Effects of Social Media Engagement

See previous posts in this series: Basics, Look at What Others are Doing, Don’t Publish Selfish Content, Don’t Just Push Stuff Out, Build Relationships, Try New Things and Create a Roadmap.

Since social media is always on 24/7/365, it’s easy to sleep through something important. No, that doesn’t mean you have to stay awake and never hit the sack, but it does mean that you need to be aware that when something breaks, immediate action is called for, even if that immediate action is to send out a tweet or post to Facebook when you’re still sucking down your first cup of coffee waiting for the caffeine to kick in.

For instance, if your company is mentioned in a negative way, such as a product complaint or customer service issues that is wacky or unusual enough that it might go viral (see United Breaks Guitars), you can’t wait to respond. You have to craft a message of some sort right now. That may mean the only message you get out before management gets a chance to weigh in is ‘we see the issue and will have a response soon.’

Those who wait allow the energy of social media to potentially grow exponentially. But if you get out in front of the issue, you at least are telling the world that you see there’s an issue and will make your statement soon. Then you put together your statement and get it out there.

Social media is happenin’ NOW and there’s nothing you can do to hold back the tide once it gets going.

When you prepare for a worst-case scenario, it doesn’t mean that you’ll ever have to use that response. But it does mean that IF such a negative thing happens, you at least have a framework of a plan in place on how to respond.

On the other hand, good things can happen in an instant as well. Oreo Cookies had a social media team in place while watching the Super Bowl last month. When the power went out for 35 minutes, Oreo had an ad posted before the power came back up. The story of the quick response is well documented by David Meerman Scott on his fine WebInkNow.com blog.

You can generate good things in an instant, and you can get in front of bad things quickly. But you must be prepared to react or act instantly, and not wait for some corporate approval. By then it’s probably too late.

Ignoring negative comments on your blog or Facebook page is not a good practice, either. If you can’t at least acknowledge the comment to say thanks for sharing your thoughts, it opens the door to a chance that the comments will feed the internet beast, drawing more negative comments which then becomes like a snowball rolling down a hill, gathering mass and speed. Instead, offer a thanks to the commenter and address the comment if possible (snarky name-calling need not be responded to unless there’s a legitimate concern being expressed; even then, point out that you’re happy to respond to negative comments but that name-calling is not okay). Use negative comments as an opportunity to learn what’s bugging your community. Is there a problem you’re not seeing? Are you missing a negative situation that could lead to worse problems? Often, those negative comments are an opening to seeing things that you might have otherwise missed.

Think Long Term: remember that those comments and videos and blog posts and Facebook comments and tweets are there for a long time. Like, as long as the internet will exist. In other words, longer than we’ll be around. Damaging comments and posts can and will stick around for a long time, doing their damage long after we’re gone. By keeping this thought in mind, it’ll help filter everything through a screen which allows you to post only those items which you don’t mind sticking around for decades to come.

And how’s your online reputation? One of the fastest growing enterprise opportunities in the online world is Reputation Management. It’s the new social media skill. How are you at managing your online reputation? Can you suss out the bits and pieces that will shred your reputation? Can you point out the great posts and tweets that build up yoru reputation? By all means, take time to look closely and see what is really going on regarding you – and the company you work for. Make note of anything that may not look or feel right, and work to correct it. You’ll be glad you did. And be sure to download our Social Media Audit outline to help you get started.

To recap:

Social media is on 24/7
Prepare for a worst-case scenario
Ignoring negative comments can get you into trouble
Think long-term
Reputation management is the new online social media skill

January 30, 2013

7 Surefire Ways to Energize Social Media at Tradeshows #6 – Create a Roadmap

See previous posts in this series: Basics, Look at What Others are Doing, Don’t Publish Selfish Content, Don’t Just Push Stuff Out, Build Relationships and Try New Things.

Now that you’ve worked your way up through the basics (social media audit, social media policy, listening) and have been exposed to the various elements of social media/tradeshow promotion, you’re ready to create a playbook.

This roadmap will take you through each show throughout the year. My suggestion is to create a playbook for each show that you go to, although if you do several similar small shows, you can probably create one plan and work it for each of those shows. For the bigger shows, though, you should create an individual calendar.

First, settle on your realistic goals. Determine what you did last year in terms of leads, press mentions, sales, etc., and then set this year’s goals in each area.

Identify your point person for the effort. Often this is one person who leads a small support staff.

Identify content you want to create, and how you’re going to create it. This can range from blog posts, to videos (testimonials, client interviews, guest interviews, demos, etc.), photographs and more. Identify who’s going to create and curate the content.

Identify any promotions you are implementing that are show-specific. These could focus on new product releases, special show deals and more.

Integrate your social media efforts with the rest of your marketing efforts. Too often, companies fail to successfully create a synergy with the social media marketing and the traditional marketing efforts such as radio or TV, print and direct mail. By getting these two areas together (if they aren’t already), you can create a monster promotion that is more than the sum of the two parts.

Finally, create your calendar. A good calendar will start a year before the show, and will include any post-show efforts of content release from this year’s show. About six months before next show, you’ll want to meet and brainstorm ideas for using social media to bring people to your booth. Then set the various tasks at 3 months, 2 months, a month and the weeks leading up to the show. This might be something such as searching for the show’s hashtag to check activity or contacting any promotion partners to start implementing the various tasks that complement each other. Toss any ideas into your calendar – chances are you can’t overdo what the calendar tells you to do. Make notes as you go along and use those to adjust and make course corrections for the next show.

Now that you’ve created your playbook with promotion, content ideas and tasks, just execute the plays as they come up.

Recapping…

Set realistic goals
Identify the point person
Identify promotions
Integrate social media with traditional efforts
Create your calendar
Execute the plan!

photo credit: pnoeric

January 25, 2013

7 Surefire Ways to Energize Social Media at Tradeshows #5 – Try New Things

See previous posts in this series: Basics, Look at What Others are Doing, Don’t Publish Selfish Content, Don’t Just Push Stuff Out and Build Relationships.

Yes, you MUST try new things. One of the coolest ‘experiments’ I’ve run across for pre-show marketing was done by Griffin Technologies of Nashville (described here on the Classic Exhibits blog).

In a nutshell, Griffin refurbished a VW camper van, set up a website to dump a bunch of fun content on, then headed off to the Consumer Electronics Show in Vegas, all while continuing to blog and post videos to the blog. By the time they arrived at the show, hundreds of people were waiting for them – as successful a pre-show marketing experiment as I’ve seen in ages.

So, yes, you must try new things. Experiment. Remember that what worked last year may not this year. This goes back to those idea that you may adapt or copy that we discussed in an earlier segment of this series.

Ask yourself – what do my customers want? Is there any way to use that knowledge to crate a buzz? Do your products or services have an element that you can exploit that other companies can’t? What can you use to get their attention?
Don’t be afraid to try a new angle on an old promotion. Put a twist on another company’s successful social media promotion. Experiment, experiment, experiment!

How can you get their attention? By looking at how others have succeeded at getting attention gives you a clue to how you can try to get attention as well. Don’t be afraid to take a chance on a promotion, whether it’s old or new. If it feels like it fits your product, service and company, it’s probably worth a shot.

Recap:

Try new things
Experiment
What worked last year may not work this year
What do customers want?
What will get their attention?

photo credit: yugenro

January 22, 2013

7 Surefire Ways to Energize Social Media at Tradeshows #4 – Build Relationships

See previous posts in this series: Basics, Look at What Others are Doing, Don’t Publish Selfish Content and Don’t Just Push Stuff Out.

What? Social media ain’t for building relationships! Those so-called conversations are just a tweet or two or maybe three and then nothing! How can you build a relationship on that?

First, let’s define relationship in terms of what it means in social media. Here’s what it is NOT: a date, a lover, your mother, your best friend or a co-worked. Those are all relationships that are done face-to-face. And they’re all different.

Creating a relationship with someone online is different. It’s about finding someone that is like-minded in at least a few ways and supporting them in their endeavors. Beyond that, your online social media relationships can be spread far and wide. You may be able to connect with the CEO of a Fortune 500 company or your favorite rock star. Okay, that’s not a real relationship, but consider that you may be able to make a valuable connection with some one that’s higher up in a company that can open doors for you.

So, to keep these online relationships on the positive side, here are the things to remember.

Honesty is still the best policy. You may not be a 75-year old guy in a trailer impersonating a 22-year old model, but there are levels of deception that some people still feel are okay. I disagree. There’s no level that’s acceptable. If you represent yourself as someone you’re not, it will eventually catch up to you.

Be authentic. Slightly different than honesty, authenticity has to do with sharing thoughts online that you truly believe and support. Are you being true to your vision with your postings, or are you just being irreverent, short-sighted and snarky at times?

Be real to create trust. Now that you’ve committed to being honest and authentic, this ‘real-ness’ leads to building trust. The acts that build trust over time contribute to your overall online reputation, which helps you build your business.

Advocates are an incredible asset, so pay attention and nurture them. In the social media world, an advocate is someone who will stand up and defend your company and your products, and go to great lengths to stand in on your behalf in situations where you would otherwise have to go on the offensive to clear up misinformation or deal with a situation that could create negative press. When you identify a true advocate, do a little research and find out who they are (easy to do if they’re on Facebook or Twitter), and if appropriate, gift ‘em now and then, so they’ll continue to be an asset.

Really connect. When you find someone online that resonates with you in some noticeable way, reach out to him or her. Look up their business. Pick up the phone. Send a personal email. I’ve made terrific friends a few times by just picking up the phone. It helps put a personality to the online presence, and next time you’re in their city, make a point of trying to schedule a lunch or coffee. You’ll be glad you did.

Recapping:

Honesty is the best policy
Be authentic
Be real to create trust
Advocates are an incredible asset
Really connect!

photo credit: Josh Jensen

January 14, 2013

7 Surefire Ways to Energize Social Media at Tradeshows – #3: Don’t Just Push Stuff Out

See previous posts in this series: Basics, Look at What Others are Doing, and Don’t Publish Selfish Content

I recently was invited by an unnamed exhibit company to ‘like’ them on Facebook and follow them on Twitter. So I went to check out their social media sites and see what kinds of things they were up to.

Hate to say it, but I was pretty disappointed. The Facebook page was just self-promotional regurgitations and the Twitter account echoed the Facebook page. The posts were simply ‘New Catalog!’ or ‘Special Promotion’ or ‘ Which sign is right for you?’

The first rule of social media engagement is ‘don’t just push stuff out.’ Take time to do the following, in an intentional manner:

Listen: know what’s going on in your industry. Follow other companies and bloggers that are active and knowledgeable. See how they interact with their audience. Read what kinds of topics they’re posting about and what the reaction is from their readers. Track keywords using Google Alerts, so you’re getting notified in real time about what’s going on. Even if you did nothing else, the simple act of listening to your industry using social media will undoubtedly be quite an education.

Engage: once you have listened for a while, you’ll see what types of questions are being asked and what topics are important to your industry. Jump in and make comments and ask questions of your own.

Respond: when your followers make comments, don’t just let them sit there. Ignoring comments, especially negative comments, is bad form and bad practice. Take some time to respond with a thoughtful comment or question of your own. Make it a conversation. Yes, some online conversations are very short – in fact, most are – but they’re still valuable because you’re showing the other person that you care enough to respond.

Measure: as your engagement builds over time, take some time on a regular basis to measure a few things. Facebook is great for measurement. On your company page, you can look at your page insights and get revealing demographic information about who is responding, listening and who’s talking about those various topics. Twitter does not offer nearly as much information, but you do have the ability to count re-tweets, which is a great measure of the value of that particular post. You can also track Twitter followers and trends. By using Google Analytics, you can see how much traffic Twitter drives to your blog or website.

Help! Yes, you can offer help to those in your industry. Whenever the opportunity comes up, offer suggestions, answer questions, and be a resource. If you do this with the mindset that you’re not trying to just create a sale, but to position yourself as a knowledgeable leader, it will help you in the long run and lead to good things.

Be intentional and consistent: when it comes to intention, a lot of us have good intentions. But unfortunately good intentions don’t always mean good outcomes. So when you think about intention when it comes to social media, start with the idea that you’re going to focus on just a few things: don’t get distracted by pet photos, goofy videos or hot links. Instead, be there with the intent to uncover what people in your industry are talking about, what’s bugging them, and how you might help. Consistency is important, too, as it puts you in the mix on a regular basis. Consistency is NOT spending an hour today and an hour next Monday and another hour on your company’s social media because no one else is doing it. No, consistency is making sure that you, or someone in your company is tasked to show up and listen, learn, engage and respond on a regular basis, hopefully at least once or twice day, even if only for ten minutes at a time. Regularity, consistency and focused intention will put you in front of 90% of your competitors.

Collaborate: so you want more content for your blog? Or you want something to chat about on Twitter? Or you need photos for Facebook or video for YouTube? Contact one of your social media followers that pique your interest and work out a mini-deal: you’ll help them out if they help you out. Interview someone. Exchange blog posts. Working together not only helps create more content more quickly, it fosters relationship-building, which spreads your name and your company’s name throughout cyberspace in a positive way.

To recap:

Don’t just push stuff out
Listen
Engage
Respond
Measure
Help
Be Intentional and Consistent
Collaborate

photo credit: ▓▒░ TORLEY ░▒▓

January 3, 2013

7 Surefire Ways to Energize Social Media at Tradeshows – #1: Look at What Others Are Doing

(See the first post in this series: The Basics)

When I first sat down to a computer back in, oh, the early 90s, I had no idea what I was doing. But my friend Rich did know and he loved figuring stuff out on his computer. Over the next few years whenever I wanted to find a shortcut to learning something new on my PC, I just went to his house and looked over his shoulder. Believe me, watching others do something is the best way to pick up a skill or at least some valuable tips and tidbits on how things work. In large part due to his willingness to try new things and let me look over his shoulder, I got pretty good at working with those old clunky computers, back when they were brand new and needed some focused attention to get things to work properly.

Same thing when I was in college when I took a tennis class. I wasn’t that good at tennis, although I was a decent athlete. I found that when I played tennis with someone better than me my skill level would rise significantly. When I played with someone worse than me, I played worse. That was an eye-opener to me.

As a kid learning to ski, I never took lessons. But that didn’t stop me from lurking 50 feet away from a class and trying to pick up some pointers, which helped me find more shortcuts to learning. Hey, I guess I’ve been hacking education in some shape or form since I was just a sprite!

In other words, you should never discount the value of watching someone that’s better than you. Or worse. Because you’ll likely learn something along the way.

So first, look at what others are doing in their social media/tradeshow engagement efforts. Examine to find out what works, and copy or adapt ideas.

It may take a little effort to find out what works. Just because someone is tweeting out promotions for a tradeshow booth doesn’t mean it’s working well for them. If you can do a little digging, though, you should be able to find out how things worked out. You can see if they posted photos, videos or blog posts about the tradeshow. Then do what you can to uncover how successful it was. Often a quick phone call to someone is the easiest way. Just ask how their promotion went and what they’d do differently next time!

To re-cap:

Watch what others do
Learn what works
Avoid what doesn’t work
Copy or adapt ideas
Learn from their success and failure

photo credit: Alan Light

December 28, 2012

7 Surefire Ways to Re-Energize Your Social Media Engagement at Tradeshows: The Basics

I’ll be serving up a 45-minute presentation January 25^th at the Outdoor Retailer show in Salt Lake City on “7 Surefire Ways to Re-Energize Your Social Media Engagement at Tradeshows” so I thought I’d blog a bit in the next month leading up to the presentation. Not only does it let you see a bit of what I’ll be speaking about (and may get you to attend if you’re going to the show), but it also helps me to crystalize my thoughts for the presentation!

As the title of the presentation suggests, there are perhaps at least 7 Surefire Ways to Re-Energize Your Social Media Engagement at Tradeshows. However, before getting to all of those seven ways, let’s start with the basics:

First, your company should do a…

Social Media Audit

A social media audit can be an informal look at your social media engagement, which will take only a few hours and no money. Or it can be an in-depth report from A-Z on what your company is doing on social media, so that even the most casual observer can see everything that’s going on.

Here are the main three things you want your social media audit to do:

Come out with a clear understanding of your goals: what do you hope to accomplish with your use of social media (be specific)
Itemize inventory current efforts: where are you now? Blog, FB, etc and are they all interconnected.
Identify resources for expansion: Do you have the wherewithal to take what you’re doing now, expand upon it to reach your goals (digital natives, blog, content creators, identification of those that have the time and expertise to follow up on your plan and to meet your target deadlines and how much time)

Download your free social media audit template here (PDF; no opt-in required)

Social Media Policy

A good workable Social Media Company Policy should be more than just what your employees are doing on the job. That’s important, but you should also consider a policy for when they’re allowed to engage in social media, time involved, who can do it, etc; IN most cases, personal interaction should be confined to breaks and lunch. But your policy should also apply to what they can do privately. How can they use your name? When do they represent you and when do they not? Social media is always on and your company’s reputation is a 24-hour consideration. The way that your associates talk about their employment and about your products is out there in cyberspace forever. Your policy should look at how you deal with that discussion. You can’t trample on peoples first amendment rights, but you can control your company brand.

Finally, the policy should be two-pronged: 1) what Can they do and what are they expected to do as employees? And 2) it should make an effort to control what’s important with your brand when they’re away from the office.

Learn to Listen

One of the most important things people can do with social media, and one that I think they do the least often, is to ‘take the temperature’ of their clientele and potential market. Most people seem to believe that social media is a place to go and beat their chests and show how great they are. But that’s only half of what you can do with social media. The other half is the research you can do to uncover facts and tidbits and other information about your market. Social media gives you an invaluable tool for determining where your market is, what its pain points are and which of those pain points have needs that are not being met with existing products. Then you can determine how your products can alleviate that pain, or even give you an idea for a new product.

Up next in this series: #1: Look at what others are doing.

photo credit: keela84

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