Intermediation Biz Opportunity: Matchmaking

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Let’s talk about arranged marriages. OK, not quite – but have you ever thought about how matchmaking can apply to business? Read on…

In an introductory post, I opened up the idea of potential business opportunities that exist by thinking about The New Intermediation. The Ugly Graphic™ below depicts how this works:

In a second post, we discussed the opportunity of Curation (filtering and delivering information) in the world of new intermediation. Today, let’s look at another manifestation of the new intermediation: Matchmaking.

A matchmaker is a key individual, platform, or company that has deep connections with a pool of people/providers, and then brings the right (targeted) resource to a client with a business or personal need.

Think of what recruiters (headhunters) do. It’s that kind of intermediation, but scaled in new ways and applied to other business problems beyond staffing.

My Impactiviti business (identifying optimal outsource vendors for my pharma clients looking for training/marketing suppliers) is one example of business matchmaking (see graphic here).

In Kansas City, my friend George Weyrauch has launched Rock Creative to provide a very similar service for creative types.

Another example familiar to many is HARO (Help A Reporter Out), the news/resource matching service launched by Peter Shankman. Reporters have always had a need to find subject matter experts. Many people who could be valuable resources are invisible to media types. So, HARO was born – a daily e-mail service where journalists looking for sources post what they need, and targeted individuals respond. Simple, brilliant matchmaking. And Peter is smarter than me, because HARO is fed-by-both-sides e-model that was able to be increasingly automated. I’m not jealous. I’m really not. OK, I’m jealous.

(on a side note, HARO was bought by Vocus a year or two back. Creating a winning intermediation service can have quite a significant ROI!)

Our world of business has always run smoother because of intermediaries. There are bridges that need to be built – today, and tomorrow. Gaps are everywhere. Intermediaries see them, and create beneficial connections. <<–(click to tweet this)

Many roles, of course, have been disintermediated through technology advancements. But other, digitally-fueled models have arisen. Sometimes, they are ePlatforms, like Match.com and eHarmony (where “matchmaking” is not a metaphor, but is the whole point!) Do you know of other matchmaking business approaches that you’ve seen recently enabled in our networked world? Do share in the comments!

People of The Year

Every year, I am impacted (generally for good!) by countless people. Some stand out in particular, however; and as I reflect back on 2010, my year-end post will be about a few of those very real people in my network who have inspired, connected, helped, and collaborated in remarkable ways this year.

This spring, I was contacted out of the blue by Lisa Petrilli, a marketer from Chicago just getting immersed in social media. She simply reached out, and wanted to meet when I came to town…which we did. Not only has it been a privilege to be alongside as she launched her blog, but later in the year she came up with the idea of co-hosting LeadershipChat, which has been a real highlight of the last few months. Lisa has also proven to be wise adviser, a stalwart friend, and great connector with others. And, I constantly learn from her, whether she realizes it or not, especially in how she relates to people on-line.

As I’ve contemplated (and even attempted, without success) a move back to Connecticut, I’ve enjoyed building up a growing network of Nutmeg State people via social networks, none more important than my friend Joe Cascio. Joe understands what real people-networking is all about – whenever I’m going to be nearby (he lives near my mother-in-law’s town), he invites me to get together for coffee, and we brainstorm. And brainstorm. He’s a realistic revolutionary, a practical idealist, so we’re often on the same wavelength as we dream of new business ideas. He also put us in touch with a fabulous realtor in the area, and along with Betsy Raymond Stevenson, we hope to spend lots more time in the future growing a network in the SE corner of CT!

SOBCon – OK, that’s an event, not a person, but the SOBCon gathering is all about individuals – an intimate hands-on conference with high-quality people, designed to build networks and boost entrepreneurial business ventures. Here was my summary blog post from the spring where I discuss the many fine folks I rubbed shoulders with there. I’ve been to a bajillion conferences large and small over the years, and SOBCon was, for me, the most impactful ever. This is my kind of gathering – open-hearted, hype-free, practical, and deliberately small to ensure quality interaction. Terry Starbucker and Liz Strauss (the 2 main organizers) rock. I’ll be back (in case you’re wondering, that’s Julie Roads on the chair, who makes up in fire what she may lack in height. And she eats sushi for breakfast. Finally meeting Julie was one of my SOBCon highlights!)

Amy Fitch is a full-time Mom, full-time businesswoman, full-time networker, full-time visionary, who currently resides with her adorable tribe of redheads in northern Vermont. After years of exchanging 140-character messages via Twitter, I had the chance to finally meet Amy and her family this year, as my wife and one of my sons were traveling through and had an invite to spend a day and night at the Full-Time House. During that lovely day in Burlington, I also got to spend more time with Rich Nadworny, who subsequently sent some unexpected business my way (thanks, Rich!) Amy is one of those energetic and savvy younger gals who, like Kirsten Wright and Sarah Evans and many others, give me hope for the future.

Manny Hernandez and Kerri Sparling have been my two sherpas into the world of people with diabetes. These two very active blogger/networkers have allowed me to gain insights into the world of people dealing with long-standing disease by befriending me and opening up their lives and welcoming me in. They are two of my favorite ePatients and, along with Dave deBronkart (get his book: Laugh, Sing, and Eat Like a Pig!) have given me unique perspectives into the “other side” of the healthcare world – regular people/patients. All three of these folks are also incredibly bright and funny. And Kerri’s daughter is a doll!

I was unexpectedly drawn into an unfolding on-line drama when Leigh Fazzina tweeted for help after a bicycle accident in the woods. The awesome power of a Twitter network was brought front-and-center as an ad-hoc, global, virtual support group formed within minutes to help get the seriously injured Leigh found and rescued by local emergency personnel. It actually didn’t seem like that big a deal until it was over; the event got picked up by local and national media and even made Twitter’s list of Top 10 tweets of 2010. Irony – although we’re just a few hours apart, Leigh and I STILL haven’t met face-to-face after years of being acquainted on-line. Maybe 2011, Leigh?

For years, I watched Peter Shankman‘s star rise (he built HARO – Help A Reporter Out – and sold it to Vocus) – we’d exchange occasional messages but didn’t have a natural intersection of common ground. Nonetheless, one day he asked me to meet him when I’d be in the city (that’s NYC for folks who don’t live in a 2-hour radius) just so we could meet and talk. So we did, and became friends. He even sent a speaking opportunity my way later in the year. I will note here that of all the people I’m connected to, Peter is THE MOST rapid-response person on Twitter ever. I think that’s because he has a double dose of ADHD…

The LeadershipChat crew. This lively bunch, gathering on Tuesday nights to discuss leadership topics, was a totally unexpected bonus of 2010. It even led to a spur-of-the-moment lunch meeting with chat participant Lou Imbriano, who saw via Twitter that I was heading on the train up to Boston and invited me to a wonderful time feasting and gabbing over a real Italian lunch. Since I can’t list out all the quality folks that I’m getting to know at LC, I simply invite you to join us (8 PM ET Tuesday nights) and have a seat at the table with the fun little community that’s forming.

My Inner Circle. You know who you are. Your counsel and feedback and encouragement are priceless.

Now, for the best part – I’m guessing this list will be quite a bit longer for 2011. Looking forward to a great year connecting and chatting and scheming and brainstorming and pushing the boundaries with more of you in the coming year!

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This Week’s Networking Boomerang

What is the value of investing in building a great network of people? I think it was Chris Brogan that recently pointed out the distinction between thinking of ROI (which, in my opinion, is a fine metric for a specific tactical business approaches) vs thinking of the overall value of social networking.

One huge value of social networking is that, when you add value to others and build bridges with them, good people will add value back. It’s the boomerang effect.

Sounds nice in theory, right? But here’s the value in practice, just this week:

Example 1: We had an oven that died. While my wife attempted to find a source in the traditional way, I tossed it out on Twitter, which is now my default Help Desk.

Result? Immediate response by a friend, pointing a semi-local dealer he knew of on Twitter – which company responded immediately by Twitter and phone, and got the business in minutes.

How cool is that?

Example 2: This week, I confirmed a speaking engagement as a panelist discussing social media for automobile dealers. How did I get approached for this? Peter Shankman (who became an Ironman last week – good going, man!). Peter and I got together a few months back just to chat and get to know one another. He recommended me for this opportunity. Then, in order to help with my preparation, I put out a blog post and linked it on Twitter, asking people for links and resources on social media and automotive dealers. Within a few hours, I had everything I needed via crowdsourcing for a post-event list of resources and case studies.

Example 3: I met this week with someone from a healthcare agency interested in having workshops for social media and project management (two of my sweet spots). I didn’t know these folks from Adam and Eve, but they approached me because someone else in my pharma network passed my name along and recommended me. This is the second time in the past 6 weeks I’ve had an agency approach me this way via a third-party recommendation (thanks, Rich and Jon!)

Example 4: We’re about six weeks into our weekly #LeadershipChat on Twitter, and this past week’s on Passion was wonderfully helpful and lively. How did LeadershipChat come about? Lisa Petrilli reached out to me via social networking this spring, we met at SOBCon Chicago, and have been collaborating since. Also, via networking, Lisa got to know Tom Martin, and together with Lisa Diomede, they put together this week’s CocktailsforCauses event in Chicago.

Now, that actually isn’t everything that happened this week. And I’m not even listing the boomerangs that went out for others, which will bear fruit in their lives and businesses. Or the important, sometimes life-saving things that happen via social networks totally outside of “business value.”

When people obsess over the “ROI of Social Media,” I’m forced to smile somewhat. Who can trace the actual ROI of all the hours and effort that have gone into building an opportunity network? But, is there value? – oh, yes! The boomerangs have only just begun to fly…!

Build your network. Feed your network. Be ready for the boomerang.

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