If you engage regularly on Twitter, chances are you know Danny Brown. The ubiqitous founder of the largely popular 12for12K effort, Danny is what I like to call an “uber engager.” He’s smart. Always open to an engaging–and quippy–conversation. And he’s not above chatting with just about anyone. But, in addition to exhibiting key traits of any community manager, Danny’s also a savvy PR pro. He runs his own consultancy, which focuses on providing branding and social media services to all kinds of operations from start-ups to Fortune 500 organizations.
I could probably extoll Danny’s virtues all day, but instead I’ll let him tell his story…
As many folks on Twitter know, you’re the driving force behind the 12for12K effort. To date, what have you learned from this innovative project?
That it’s always easier planning something than executing it! It’s been a really good learning curve, from a cause marketing perspective, with lots of plus points to take away. Learning what works (one-off events, fun giveaways, community interaction) against what’s not been so successful (message formats, physical versus virtual participation, type of fundraising initiative). So it’s an ongoing process and one that is constantly evolving. One thing that has been clear from the start is the immense support from both friends and strangers – it’s humbling to see.
You’re like a walking, breathing case study for not-for-profits around the world. I’m sure many of them would like to know, where does your passion for helping people come from?
Thanks! Though I’m sure people like Beth Kanter and Stacey Monk might be better suited to that role… To be honest, Arik, I think it’s just plain old compassion for my fellow human being (and forgive me if that sounds cheesy!). I wrote a blog post at the start of 2009 called Pale Blue Dots that was inspired by a Carl Sagan video. That video (and post) pretty much sums up my “passion”, if you like. The fact that I’m in a position to help others just makes it a no-brainer.
One last 12for12K question, what’s on tap for the rest of the year? Can you divulge details? Anything in particular you’re looking forward to? Are you attending the lavish Masquertweet in New York City later this month?
Unfortunately I won’t be going to the Masquertweet event, although I would love to be there – it promises to be quite the show! With regards the rest of the year, I think September promises to be an amazing month. We’re combining with Mark Lovett and Doctors Without Borders and have some pretty exciting international events to announce around that. Then November sees us alongside Stacey Monk and her Epic Change team, so much to look forward to.
You’re one of the most prolific bloggers online. You post virtually every day. What’s your secret? Where do you come up with all these ideas? Who’s your muse?
That could just mean I talk more nonsense than anyone else! I love to write, Arik, plain and simple. From junior school to high school and beyond, I’ve always written something – short stories, poems, songs and now blogs (plus the Community Spirit book I’m working on). So my mind is always ticking over with something. But I take a lot of inspiration from my community – something that’s mentioned on Twitter, comments from my readers and other blog posts also inspire me. There are far smarter people than me in the community and I’m happy to learn from them every day.
As a solo PR practitioner, what’s one piece of advice you would lend to those out there who may be considering that path?
Build your network first and make sure you can survive without pay for at least six months. Seriously. I don’t think I need to offer any current PR practitioner advice on public relations itself, so the main thing is to have a probable client roster already planned, and savings to get you through six months. And don’t be afraid to ask for help – you may be great at what you do but someone else is probably greater. You’ll be pleasantly surprised at the amount of people that will offer you their advice from personal experience – so ask!
I often refer to you as my “Twitter Jesus.” Obviously, I’m having some fun with that reference, but the truth behind it is I trust you implicitly online—without having met once in person. I’m willing to bet I’m not the only one that feels that way about you. As organizations work to build strong communities around their brands, I think they can learn a lot from what you’ve done. To what do you attribute your success?
I’m just waiting on the Vatican or Church of England hounding me because of you, Arik! That’s really kind of you, thank you. I think it just comes down to the word you used – “trust”. I’ve found that the more I’ve offered of myself, the more open I become and that helps build trust in me from others. I think being human and being yourself goes a long way. I’m not perfect, and I’ll criticize myself as often as others will, and I think recognizing – and sharing – your faults goes a long way to humanizing yourself. And I’m genuinely interested in what others have to say. I love conversations and I’ll chat with pretty much anyone and everyone, which I think more people and companies need to do.
Here’s an example. David Spinks wrote a really nice blog post about me the other day (thanks David!), and one of the things that caught my eye the most was David’s description of how he thought I might have viewed him – “a new, hardly ‘popular’ community member”. To me, there’s no such thing as a new or popular member of a community. That’s not a community; that’s a clique. Whether I’ve just met you or we’ve known each other for years, we’re all part of the same community.
So, I guess my “success”, if you like, is the fact that I don’t see myself as any better than the next person. I may be more knowledgeable on a certain topic, and that person may know more than me on something else. But better? No. I think that’s the key for any brand to remember – you’re only as good, or successful, as others allow you to be. Remember that, don’t let ego get in the way, and you should be okay!
More about Danny Brown
Danny Brown provides business branding and social media consultancy services to individuals and businesses, from small start-ups to Fortune 500 companies. He is also the founder of the 12for12k Challenge, a charity initiative using social media for good.
You can read more from Danny at his social media pr and marketing blog or connect with him on Twitter.
Arik, what a great post. I can relate to David Spinks’ reaction about interacting with Danny. When I was very new to Twitter, Danny took the time to talk with me and really help me out! On many levels, Danny is a model example of Twitter’s benefits: leveraging social media for good, networking, mentoring, PR, and of course, creating new friendships. Thanks for sharing this with your readers!
Heather (@prtini)
Arik,
This was an absolute pleasure and privilege to be part of your cool PR series. It’s always great mixing it up with you online, and thanks for offering me the time and space to share some thoughts with your readers, really appreciate it.
Have a great weekend, man, and see you in the usual places. 🙂
Great interview Arik! I can say that Danny’s social media saavy is something I aspire to and that I learn something new from him every day – either from his blog posts or his twitter feed. I know from personal experience that Danny is always happy to answer any question, no matter how silly it may seem. Such a relief to find someone who is so selfless and community oriented.
Great interview. I too trust Danny without ever having met him. Quite a feat for him to pull off. Social capital is valuable, but trust capital is invaluable.
Great interview Arik and great answers Danny. You’re both great guys that truly understand the meaning of community.
I think everything in life is a learning experience and it’s something that I’ve been learning every day. The important thing is that you realize that and always work to improve on your mistakes. Seems like you’ve done an amazing job with 12for12k so far Danny. Keep up the great work.
Great post Arik, and what an interesting idea that Masquertweet is. 😉
In all seriousness Danny is a great person and fantastic at what he does. I’m very excited to have been able to affiliate w/ 12for12k for Masquertweet and hope to play with the team again on future events.
This is a fantastic interview! Great job, Arik, I think you really asked questions that highlighted Danny’s strengths in his work.
Danny, the point you make about feeling like we’re all just one big community, that no one’s better than the next, is an ideal I wish were more prominent. The best of you guys truly interact with your community on a level that says, “We’re here because we love what we’re talking about and this space and it’s as simple as that. No hierarchy, just friendly, meaningful conversation.”
Very cool!
Ahhh…so refreshing to see two of the best in one post. Arik and Danny, you are always inspiring to me and I’m grateful to know you both. I miss you guys so much now with the new gig not keeping me on Twitter as much but always look forward to your posts and tweets!
Heather: My feeling exactly. Danny stood out to me immediately. It’s funny how the smart folks find each other out here, isn’t it?
Cog: Smart man to align forces with Danny. One of the best. And you know I have monumentally high expectations for Masquertweet. I’ll be monitoring from my couch–with a vodka tonic in my left hand…
Anna: We miss you, too! But, I’m so happy you found something that lets you do what you do best. Thanks for chiming in!
Hey guys,
Just wanted to pop back on here and say thank you for the incredibly kind comments. I can sincerely say that it’s a pleasure knowing each and every one of you, and I hope our friendships continue beyond whatever platform they may have started on.
Cheers!