Tomorrow, I’ll be accompanying my lovely wife to a holiday tweetup at the White House. While I’ve visited the White House on several occasions – some for fun, many for work – this will be my first visit where I’ll get to interact with senior members of the Obama Administration’s communications and engagement staff. I intend to livetweet the entire day, so be sure to follow me on Twitter or just search the hashtags #WHTweetup or #AtTheWH throughout the day.

I’ll monitor my Twitter and Facebook feeds all day in case you want to send me a question to ask the officials on hand. On the docket to brief and greet us are:

• Tina Tchen, Assistant to the President and Chief of Staff to the First Lady
• Jon Carson, Deputy Assistant to the President and Director of the Office of Public Engagement (@joncarson44 & http://www.whitehouse.gov/engage)
• Brad Cooper, Executive Director of Joining Forces (@joiningforces & http://www.joiningforces.gov)
• Aneesh Chopra, Assistant to the President for Technology and US Chief Technology Officer (@aneeshchopra)
• Brian Deese, Deputy Assistant to the President and Deputy Director of the National Economic Council (http://www.whitehouse.gov/economy/jobsact) 
• Laura Dowling, White House florist
• Macon Phillips, Special Assistant to the President and Director of Digital Strategy (@macon44)
• Kori Schulman, Deputy Director of Online Outreach in the Office of Digital Strategy (@ks44)
• Bill Yosses, White House pastry chef

The facts are these:

Information Operations (or “IO”) refers to the United States’ military’s capabilities and plans to influence non-American populations in regions where U.S. forces are engaged. In military parlance, IO is often a supporting plan to strategic operations. For example, no IO plans exist outside of a named operation or mission where U.S. forces are concerned.

The U.S. Department of Defense (DOD) defines IO as:

The integrated employment, during military operations, of information-related capabilities in concert with other lines of operation to influence, disrupt, corrupt, or usurp the decision-making of adversaries and potential adversaries while protecting our own.

In joint DOD doctrine, IO is composed of five pillars:

• Electronic Warfare (or EW)
• Computer Network Operations (or CNO)
• Military Information Operations Support (or MISO, formerly known as Psychological Operations or PSYOP)
• Military Deception (or MILDEC)
• Operations Security (or OPSEC)

Image via Wikipedia

In 2011, Secretary of Defense Robert Gates reassigned policy proponency – to include doctrinal recommendations and overall budget authority – for IO to the Undersecretary of Defense for Policy, specifically the Assistant Secretary of Defense for Special Operations, Low Intensity Conflict and Interdependent Capabilities (also called ASD-SOLIC&IC or simply “SOLIC”). The pillars of IO, however, were assigned to individual subordinate entities within DOD: CNO belongs exclusively to U.S. Cyber Command (CYBERCOM), MISO was transferred to U.S. Special Operations Command (SOCOM) and the Joint Staff assumed control of OPSEC, MILDEC, and EW. These subordinate commands are essentially responsible for organizing resources, plans and strategy for their pillars and submitting them to SOLIC for overall coordination and approval.

Each service of the U.S. military trains and organizes its own IO personnel and assigns them to geographic combatant commands where they are deployed as part of joint task forces to assist in the development of IO plans and strategies. Each service, however, takes a slightly different approach to their own IO doctrine, which can lead to varying levels of ability and training in IO personnel. The U.S. Army is widely recognized as the service with the most capability and professionalized education in IO due to its long history of developing information warfare doctrine. Ultimately, however, and by law, Joint doctrine for IO supersedes any service-specific policy, strategy, plan, or resource.

Related articles

• Revising Information Operations Policy at the Department of Defense (mountainrunner.us)
• What are Information Operations? (au.af.mil)
• Joint Publication 3-13: Joint Doctrine for Information Operations (fas.org)
• WTF Is Public Diplomacy??? (mustbeawesome.com)

Pundits, researchers, textperts, and academics all love to talk about how they would fix the United States’ fragmented, crapped-out communication apparatus. The overarching web of demon seed spunked across drab refurbished halls in the Eisenhower Building on 17th Street NW barely covers the Sarlacc maw of offices, officials, and assholes manning the guns of This, Our National Communication Nightmare. All suggestions for reform mandate – nay, demand! – leadership in renovating this sad enterprise, this broken transistor, these crusted lips. Though none of these tremendous gasbags has deigned to ask the question most important to we lowly peasants of the pen: “Who shall lead us?” Submitted then, for no approval, is this list of AWESOME, kermodial badasses. Executives in 21st century organization and innovation. Preeminent princes of creativity. Visionaries of the better and the righteous.

Image via Wikipedia

Jack Dorsey – Creator & CEO, Twitter

Just interviewed The President using crowdsourced questions from Twitter. Twitter. A social media tool that has archived millions of impressions from people around the world and is on the way to becoming so ubiquitous that it’s considered a utility by some. Elegant simplicity and craftsmanship are his weapons. I think he knows a thing or two about designing a communication enterprise.

Image via The Guardian.

Andy Carvin – Senior Strategist, NPR

“The Crowdsorceror” who mounted a one-man content curation campaign in realtime around popular protests and demonstrations in the Middle East that later became known as the Arab Spring. Compelling, earnest believer in the power of people. His examples inspire legions of communicators to standing applause at his speaking engagements. To Carvin, community comes first. Imagine his style of realtime information gathering applied to intelligence or information operations problems.

Image via TVNewser

Jon Stewart - Host, The Daily Show

America’s funnyman turned mega-popular fake news host, consumed by millions of Americans as “real” news. Despite obvious satirical takes on journalism, staunchly defends That Which Is Right by attacking The Wrong, from Fox News insidiousness to Cramer’s role in puffing up the housing crisis. Genuinely loves America. Imagine his tenure leading government international broadcasting efforts.

Image via brosephstalin.com

Tim Hwang – Founder, Web Ecology Project, The Awesome Foundation, and The Institute for Higher Awesome Studies

A philosophical cog caught between the wheels of web analytics and netnography. Cultural researcher and student of human interaction offline, online, and elsewhere. Observer of society, real and imagined. Teamed with the right agencies, his timely insights about social communities could make AWESOMEthe work of thousands of government communication professionals.

Image via AV.com

Fred Wilson – Venture Capitalist and Managing Partner, Union Square Ventures

Social entrepreneur and investor in socially transformative technologies. Believes in the transcendant like Hashable, Etsy, Foursquare, GetGlue, Kickstarter, and more. Blogs regularly about the whys and wherefores, the how-to’s, and the aspirational dreams of his investments. Imagine a federal executive who apportions program funding according to the good of society versus short-term gains or even strategic objectives.

Image via Gawker.

Peter Thiel - Serial VC, Hedge Fund Manager

Avowed investor in the impossible, from artificial intelligence to social networks like Facebook to data analytics supergiants like Palantir. Believer in not just debating future technology and social innovation but making it happen. Convener of social creatives to discuss building an objective American future. Elusive yet visionary. Skates the edge of politics with controversial libertarian-esque views on economics and democracy, a modernist perspective badly required by an ever evolving communications ecosystem.

Image via bookgalaxo.com

Tony Hsieh – CEO, Zappos

The man who brought happiness to millions and made fun a core capability of his company. Committed to making the world a happier place, a mission sorely needed in the personnel departments of hundreds of government agencies.

John Lasseter - Chief Creative Officer, Pixar

The man who built an animated powerhouse out of a tiny studio no one believed would succeed. Since producing some of the most endearing animated films in the modern age, has merged his multibillion dollar studio with Disney to usher in a new era of Imagineering. Our communications enterprise, currently swarmed with ill-trained personnel that barely understand the social phenomena happening around them, requires creativity of this man’s magnitude.

Image via Screencrave.com

Image via Headshift.com

Lee Bryant – Co-founder & Director, Headshift

A social business maestro, he advocates for clients to change the way they do business instead of simply hanging shiny new social media toys on their websites. Understands the complex challenges of technology’s promises and shortcomings in solving organizational and communications problems. Also, very British.

Image via The Huffington Post

Baratunde Thurston – Vigilante Pundit, The Onion

Champion for The Right in all things Wrong. Outspoken advocate for diversity, a trait we see too rarely in government. His infectious influence could inspire legions of public diplomats, strategic communicators, and information operators at all levels. Laughter mandating shot caller of madness. Imagine his effect teaching communicators in institutions across government how to be AWESOME and not just govvies.

David Kilcullen – Counterinsurgency Guru

An early advocate of fighting ideologically against al-Qaeda versus hand-to-hand. Believer in people-focused counterinsurgency security. Sees war as competition managed by influence instead of shootouts and bombings. Widely regarded as the smartest man on the planet when it comes to strategically understanding the wars of the future. If the Defense Department continues playing in deployed communications – and it will – then it will need a shamanic leader like this man to responsibly pilot the interagency minefields such across-the-board coordination that will require.

Image via The Washingtonian

Image via Wikipedia

Robert Gates – Former Secretary of Defense; Former Director, CIA 

The ultimate honest broker in all things government. From his perch as SECDEF, fought interminable battles with service cultures and DOD dinosaurs, breaking down inflated budgets and streamlining operations. Put this same right-is-right tenacity to work reforming and leading the rehabilitation and redesign of America’s communication enterprise across agencies, and we will see magic.

Mae Ferguson. Kind of a badass.

Mae Ferguson – President & CEO, Fort Worth Sister Cities International

People forget citizen and cultural diplomacy are cornerstone elements of strategic influence, and because of that, they remain ill coordinated with the rest of our national communication apparatus. Mae has the terrier-like tenacity and management expertise to round up the various bit parts of cultural programs and get them working properly in alignment with national influence goals. A long time nonprofit leader, she has achieved a lot with strangled budgets and limited personnel. Disclosure: she’s also my Mom.

Who am I missing?

I know you’ve got some ideas about kermodial badasses we need to draft into service of our faltering national communication enterprise. Tell me who they are in the comments.

The facts are these:

Public diplomacy (PD) is a term that describes how the United States communicates officially with foreign audiences primarily to influence these audiences according to U.S. foreign policy objectives.

The term originated at the United States Information Agency (USIA) where PD program managers and planners wanted to distance the organization’s mission from the term “propaganda,” which took on a negative Cold War perception (“Propaganda is only what Nazis and Soviets do!”) USIA described in its mission statement the following definition of public diplomacy:

“To understand, inform, and influence foreign publics in promotion of the national interest and to broaden the dialogue between Americans and U.S. institutions and their counterparts abroad. To accomplish this, we

• explain and advocate U.S. policies in terms that are credible and meaningful in foreign cultures;
• provide information about the U.S., its people, values, and institutions;
• build lasting relationships and mutual understanding through the exchange of people and ideas; and
• advise U.S. decision-makers on foreign attitudes and their implications for U.S. policies.”

Image via Wikipedia

PD activities include any type of information dissemination and/or influence program aimed at foreign audiences. These also include activities labeled as cultural diplomacy, citizen diplomacy, and other descriptors for different types of non-traditional diplomacy. PD also entails international broadcasting activities governed by the Broadcasting Board of Governors (or BBG), which is a quasi-governmental organization only tangentially affiliated with the State Department. The BBG manages organizations like Radio Free Europe and Al-Hurra, which are out-facing broadcast news services aimed at foreign audiences. Said services once primarily operated only on radio but have modernized to disseminate their content via television, the internet, and other means.

Public diplomacy officers are stationed around the world at all U.S. embassies and within the geographic bureaus at Main State in Washington, DC.

For more definitional resources in This, Our National Communication Nightmare:

• Is “Public Diplomacy” really Diplomacy or a Form of Marketing to an International Audience? (jedayang.wordpress.com)
• Defining PD (publicdiplomacy.wikia)
• What Is Public Diplomacy? (uscpublicdiplomacy.org)
• I’m Coming For You, Public Diplomacy!!! (mustbeawesome.com)

Spider Jerusalem from Transmetropolitan. Image by Darek_Smid via Flickr

Inspired by a recent reading of Warren Ellis‘ and Darick Robertson‘s exceptional sci-fi journalism epic Transmetropolitan, I’m going guns up on a number of communications issues affecting the communities through which I circulate in DC. Ellis’ self-described “outlaw journalist” Spider Jerusalem – fueled by copious amounts of drugs and madness in a delightful send-up of Hunter S. Thompson – promises his readership “The Truth. No matter what.” In his writing, Spider goes after all that is wrong with his beloved society, targeting everything from corrupt politicians to the public’s ignorance of special sub-cultures in their fine City. I find Spider’s epic story a galvanizing bullwhip across my back, forcing me off my Xbox-addled arse to write about some of the iniquities in government I see as part of my work. This will be just the first in a series of posts on subjects across the communications spectrum. I’m coming for ALL OF YOU.

Today, my first target is public diplomacy.

OMGWTF

Readers of this blog should not be surprised by my intense disappointment in the modern public diplomacy (or PD) community.  Today’s premeditated murder was spurred on by my attendance and yet another PD gathering in Washington, DC: a meeting of the Advisory Commission on Public Diplomacy (ACPD). On the shores of our august capitol, PD enthusiasts, practitioners, and executives met to talk about the same retarded problems they have been since before the U.S. Information Agency‘s (aka the USIA) absorption by the State Department during the Clinton Administration. Panelists lamented continued lack of resources for PD initiatives, the imbalance between the State and Defense Departments in strategic communication capability, and a dilapidated piece of shitheel legislation called the Smith-Mundt Act whose Cold War roots strangle in the crib any offspring of modern government communication and engagement initiatives.

At issue for you oppressed, tax-fucked Americans? These same people have debated this same issue for a decade with no charted course for reform.

Hunter S. Thompson would have brain-smacked you all by now. Be thankful for my gonzo. Moo hoo ha ha. (Image from TopTenz.net. Comedy shamelessly ripped off of Warren Ellis.)

“That’s not fair!” some asshole will undoubtedly object, choking himself masturbatorially on reams of “DipNotes” from PD officers both home-based and overseas, begging our pardon thank you very much, “We have changed SO. MUCH. in the Obama Administration!” Let not these purported achievements fill you with comfort, dear seekers of AWESOME, for they elicit mere “yays” from the govvies roaming the halls of cavernous Main State and snickering derision from their interagency compatriots behind the green doors of MacDill and Bragg and Langley. Progress made under Judith McHale‘s reign as Under Secretary of State for Public Diplomacy and Public Affairs registers as little more than a cursory reshuffling of office space for most of the strategic communication community. Progress that scores an administration enough points for a minor electoral anecdote but changes nothing. In fact, Dame Judith hung her Mission Accomplished banner on July 1st and dashed back to the private sector, a political appointment weighing under her belt for new boardroom dances with wolves.

They define “progress” as anything more than what the last administration achieved. The politicization of public diplomacy continues. Even PD Jesus Bruce Gregory’s voice cracked with torpor as he queried the Commission about any indication of motivation amongst The Bastards of Capitol Hill to make revising legislation like Smith-Mundt a priority. No one could answer with anything but googly-eyed evasion and exhortations of more progress. All bullshit.

Key to these liver spotted deliberations is the disconcerting lack of any personage on the Commission the age of, it seems, 60? 50? 40? Said Commissioners are charged with advising the White House and Congress on the current state of PD and any required changes. Have these venerable veterans achieved any of these changes in the past? NO. Debates continue unabashed under their scrutiny, but ultimately, no capable young saviors have appeared to dash the fuckery of this decrepit profession into some semblance of modernization. Instead, more meetings. Many, many meetings.

Is PD even a necessary discipline in the 21st century? This existential question should be considered by this Commission and more. Panelists admitted that as communication becomes more social and content ownership franchises more to the individual… does a government agency have any equitable place in this modern communication continuum? How much of said agency’s budget could be repurposed into something more effective, especially in This, Our Decade of Economic Anal Probity?

In truth, some kind of coordinative communication apparatus is probably mandated, but a standalone office of diplomats still trying to get Teh Brown Peeples to read our press releases is not the answer. The profession of public diplomacy itself has even been attacked indirectly by the wild success of independent citizen diplomacy efforts. As much as foreign cultures balk at the elitist diplomacy practiced by our leaders, they clamor for more of US. OUR people. Our CITIZENS and THEIR culture. It is THIS influence, the kind Americans exude in their daily interactions with EVERYONE, that fosters our best destiny in achieving any kind of global equilibrium where U.S. interests and foreign policy objectives are met.

So. What to do?

Less bullshittery. More AWESOME.

We need not more reportage of the latest personnel changes in State PD to accommodate engagement with people of different cultures online. Instead, we need INSANE RISK TAKING. We need programs that make managers shit their pants. We need BOLDNESS. We need MADNESS. We need BETTER. Everyone lives in fear of breaking the law (i.e., Smith-Mundt), but no one has ever been prosecuted much less charged for it. COWBOY UP, PEOPLE.

Retire the old. Empower the new.

If PD is to survive, it needs to stop chasing off all its talent. Instead of rewarding the tired old Foreign Service Officers in their Cold War era suits with prime postings and political appointments, recruit badass social communicators and rockstars. Were I the President, I’d beg Jack Dorsey to fix my State Department. I’d heap tons of cash upon Katie Stanton and Jared Cohen to keep challenging the system instead of being chased off by white-faced, skeleton-eyed Statey lifers. It’s time for PD to evolve and kill its parents.

Flexible, dynamic interagency doctrine.

Christopher Paul, RAND analyst and a speaker at the ACPD meeting, noted voluminous mountains of reports all describing the same problems with the US government’s PD and strategic communication enterprise. All of them, he said, cited failures in strategy, leadership, and resources. While this is true, understand that they can only be fixed with doctrine– legislated, enforceable operating procedures that name the leader and give them authority, power, and dollars. Said doctrine should be written and executed dynamically and train its future communications professionals to a standard of dynamism instead of the usual tired old PD goals shat out by Foreign Service Institute instructors.

An organization… or not?

Since PD people love to retread the same issue over and over, the ACPD discussion inevitably turned toward the idea of a rehabilitated USIA of the future or some such public/private organization that could strategically execute funding for PD or strategic communication programs. If you think this is the solution to your PD problems, I refer you to the abortion that is the Office of the Director of National Intelligence for a case study in placenta cannibalization. Ultimately, we will not know if a new organization is needed until we agree upon one final yet primarily critical issue.

Communication is communication is communication.

In the ecosystem of government influence, we have public diplomacy. We have strategic communication. We have military information operations and its subordinate components. We have public affairs. We have countless different ways of describing the same thing, mainly because Our Bastardry In Office refuse to modernize legislation and policy to reflect the present day much less prepare for the ever-fluid yet super-AWESOME future. Instead of rewriting arcane definitions and arguing them over interagency turf, we need a frank and fundamental understanding by our entire government that all of these things are influence and communication is the mechanism by which we engage that influence, be it passively or actively, openly or surreptitiously. We need a pedigree for professionals charged to operate in this ecosystem and high qualifications for the ones assigned to advise senior leaders and decision makers.

Hope Is Not Lost

It sounds doomy and gloomy from the PD pulpit, doesn’t it? Well, here’s another lovely fact for you to chew on: NOBODY CARES. That’s right. Outside of DC, Americans could care less about a minuscule communication discipline practiced by a cadre of foggy eyed concerto directors and staffs of douchebags wielding postgraduate degrees from learning institutions designed to pump out partisanly political clones year after year.

Within this black hole of apathy lies opportunity. While no one is looking, those with the drive and the passion to make change – not ask for it – can turn the modernization of PD into an ecstasy fueled RAVE. The Executive Branch needs not the pusillanimous posturing of political poobahs on the Hill to create true strategic communication primacy in government right now. But to make permanent visionary change, we will eventually need to rustle Congress into the pasture of the future.

To achieve this, however, we need YOU – that’s right, YOU – to get up off your ass and MAKE THIS AN ISSUE. Every time you vote for the guy who likes to tweet dick pics to his mistresses, you screw us out of balanced, effective decisions. Stop sending immense wankers to DC.

Next Time On Strategic Communication Theater…

In subsequent posts, we’ll explore more about what this weird world of strategic communication and influence looks like from Washington. Many of you dear AWESOMESAUCERS have no idea what I’m talking about, and that’s part of the problem. So look for a series of “WTF…?” posts detailing simple explanations of complex processes, systems, and disciplines related to Our National Communication Nightmare.

The gloves come off.

Related articles

• Conversations at American Univeristy: The Double Facepalm (mustbeawesome.com)
• A Panel Is Worth a Thousand Words… of Suckage (mustbeawesome.com)
• Clinton: Diplomacy key to job creation in US (sfgate.com)
• Is “Public Diplomacy” really Diplomacy or a Form of Marketing to an International Audience? (jedayang.wordpress.com)
• In the interest of informed debate on Public Diplomacy (mountainrunner.us)
• Twitter’s impact on public diplomacy (mountainrunner.us)

Having been overtaken by events in London last week, I found it untenable to get out a daily blog post covering IQPC‘s Information Operations (or IO) Europe conference. There were also quite a few concerns from some conference-goers about how new media dorks like me attending could potentially bust up IO Europe’s tradition of “Chatham House rules” where none of the gathering’s discussions were attributable let alone reportable.

Wrestling with this personally, I’ve decided to go ahead and write up my thoughts on the conference because I believe the discussions are important to the wider global communications community. I will, however, decline to name some names to protect the guilty.

That said, let’s see what’s new in another year of IO.

True Best Practices Are Usually the Most Controversial

From what conference-goers told me, this year more than ever saw more status quo-challenging presentations than ever before at IO Europe. The IO community, being as small as it is, tends to attack points of view that make these challenges. IO being a military discipline tends to rely on structure, plans, and doctrine that do not evolve. This runs counter to the promise of the Now Media Age (with apologies to MountainRunner) where we see communication innovation happening every day. And before people rail against that assertion claiming that our most popular conflict environments are in traditional media dependent regions, we also saw plenty of controversy that had nothing to do with the internet. Ed O’Connell – late of the Alternative Strategies Institute, which has now been acquired by Blue Hackle – gave a rousing talk about how he has conducted “interventions” into historically denied areas. The influence effects of Ed’s work dealt with providing forums for locals to air grievances in ways they had not considered before.

Ed’s a controversial figure in the IO world. He’s rankled quite a few feathers but his effects are undeniable. He is a fearless believer in personal, face-to-face rehabilitation of societies that have been brutalized by everything from violence and terror to poor economies. As much as we would like to put a new media solution on everything, there is still need for the de-radicalization work of someone like Ed.

Image courtesy Science 2.0

Most IO Pros Fear the Internet

Despite traditional approaches being successful and warranted in our current conflict environments, most of the IO pros I ran into at IO Europe are still massively afraid of conducting operations on the internet. While we have seen a huge ramp-up of media monitoring and analytical capabilities (i.e., programs that scour the internet for operationally relevant information and intelligence), very few organizations are actually doing anything with the information gleaned. Most arguments in favor of this fear have to do with limited policy and legislation governing influence operations on the internet but in my conversations with people, I detected a marked lack of motivation to even understand the online world. Many used excuses like “I’m too old to get it” or “My boss doesn’t care about this.” Worse, we even had a cybersecurity exercise one day lead by a facilitator who claimed to care nothing about social media and still professed to be an expert in online security operations.

IO Policy Still Stuck in the Dark Ages

Such fearmongering is exacerbated by onerous IO and strategic communication policy. There were more discussions on what simple terms mean than I could count, and when you factor in the international perspectives from the US, NATO, the UK, Canada, and many other nationalities represented, doctrinal debates became comical. Because of these debates, IO policy (and its overriding legislation) is still clawing for relevancy in an information age that has already left it behind. While professed IO policymakers and “experts” continually disagree over the meaning of “strategic communications,” citizens are moving on to the next platform, the next online game, the next social network, the next INNOVATION.

This facet of IO Europe upset me a little because this was one of the reasons I got out of the government business a while back. One of my former bosses used to say that government is about maintaining the status quo NOT innovation. Because of that, we will never see an IO or influence organization that thinks and operates ahead of the curve.

That Doesn’t Mean Innovation Isn’t Happening Though…

Quite a few private sector companies talked about communication systems monitoring platforms and methodologies. As we all know, entrepreneurial creativity occurs in the private sector. I met a number of companies who claimed to have technical solutions that provided end-to-end monitoring and sentiment analysis capabilities in multiple languages. Unfortunately, none of them were on hand to demo, something I would challenge all of them to rectify next year. IO Europe could be a great conference if IO pros could cycle from table to table to see the latest innovations in online data analysis.

Aside from tools, there were some great case studies of innovative approaches to operations. Hats off to the gents from Bell Pottinger for a supercool study of their strategic communications work in the Horn of Africa.

For Every Jerk You Meet, There Are 10 AWESOME Mofos

The IO community has its share of smarmy turd biscuits slinking through events like IO Europe, whether they’re government reps or otherwise. However, there are just as many, if not more AWESOME people hanging around with amazing stories, conversation, and things from which you can learn. I made twice as many friends at this IO Europe than I did last year, and these are folks with whom I anticipate having lasting professional friendships as well. The value of so many international perspectives in one place is hard to calculate, but may of the non-Americans at the conference gave me tons of new things to think about. I especially have to thank the gents from M&C Saatchi who recruited me to speak, offered some great conversations about music, and – in one case – hosted me at their home for my last day in country.

Final Thoughts: Be Better, Do Good

Ultimately, IO Europe was a great annual get-together for those of us in the community, but I think we can all do better. Too many of us got wrapped up in our own organizational prejudices, focusing on selling something or satisfying a government requirement. Instead, I think we all need to take a step back and remember why we’re in the influence business. For me, it’s all about experiential sharing – the process of understanding the complex global ecosystem in which we live that is made manifest by online means. At the end of the day though, all of us need to recognize a passion for communication, whether we’re a NATO PAO or a PR firm VP. There are too many people in this business who are just punching a clock, and that’s a shitty way to communicate with other cultures even if all you’re doing is approving comms plans.

See y’all next year.

Related articles

• Engaging in a Now Media Continuum (mountainrunner.us)
• Now Media: engagement based on information not platforms (mountainrunner.us)

Greetings from wet and humid London! Your intrepid host of AWESOME has skipped the pond to attend and speak at IQPC’s 10th Annual Information Operations Europe conference.

The guts of the conference don’t actually begin until tomorrow, but the organizers have a history of bookending the conference with operator-focused practical workshops like the one I started with today. Because wifi is a bitch to string up (shame on you, IQPC), I figure I’ll try my hand at a read-out via blog and livetweet when possible (under the hashtag #IOeurope).

Chatham House rules generally apply at IO Europe, so I’ll be judicious in my reportage.

Session 1: Can Commercial Advertising Teach IO Professionals Anything?

M&C Saatchi presented a case study on its Change 4 Life campaign against obesity, executed on contract from the UK Department of Health. I really liked this campaign’s use of iconography to get across its message: demographic-neutral cartoon characters aimed at borderline impoverished families. While several lessons could be learned from the case study, many IO pros in the room didn’t find application because the nuances of public information campaigns work very differently from military information operations. Most military attendees were fresh off IO tours in Afghanistan and Iraq where they have a very different environment in which to work versus the generally permissible domestic audience to which M&C Saatchi catered.

The UK Department of Health (Image via Wikipedia)

This doesn’t necessarily mean there weren’t any good kernels of knowledge here; there were. But I think only in the context of those who are looking at evolving the IO practice. Unfortunately, few of those people exist as today’s current environment of budget cuts and drawdowns leaves very little research & development space for future state IO and influence. It may become incumbent upon the private sector PR, marketing and advertising industry to consider designing future state IO training pro bono or at least in such a fashion as it can be demonstrated as useful and effective to those who watch the number of zeroes in the check box. Most of the cutting edge work and thought in influence is happening at places like Edelman, Wieden + Kennedy, and the tech startup world… all of which are a long way from MacDill Air Force Base.

Side note: there was a fun little practical exercise where we were to put together an on-the-fly ad campaign for selling more caravans (RVs, to you Americans). It was interesting that all the groups arrived at many of the same conclusions when presenting their campaigns. Ultimately, however, the exercise was too short to get into the meat of the differences between IO processes and PR/advertising processes. I’ve long argued that communication is communication is communication, but delineations do exist between disciplines like IO and PR… even though they are very, very subtle.

Session 2: Afghanistan

I hesitate to mention too much about this session due to operational sensitivities, but suffice to say, there is no good news about the situation in Afghanistan. Everything every pessimist has written or analyzed about that country and our united presence there is true. Much of the problem involves flawed objectives and poor partnerships with corrupt Afghans not to mention the looming drawdown coming in the next year. Afghans trust Westerners very little on long-term promises or operations; they know our political will to sustain change in their country is fleeting. Worse, we keep pumping money and time into communication through a flawed-from-the-start Afghan national government, where tribal engagement at the lowest possible local level proves more effective in the long run.

Many of the Afghanistan vets in the room conveyed a sense of unfortunate hopelessness. They believe that it’s possible to sustain change in the region, but they’re not optimistic about it given the political and economic realities in their native governments.

Fish and chips, lads?

Coming up: THE PUB. Where the real work in the influence business gets done.

I tried to document as many of my ongoing thoughts as I could over on my Posterous feed during SXSW, but I thought I’d take some time to try and make some coherent sense of the week-long insanity I put myself through.

Location, Location, Location

There didn’t seem to be any consensus on a single new technology or app that debuted or blew up SXSW this year. However, plenty of existing ones brought immense marketing campaigns to Austin, and the majority of those seemed to be location-based services. Gowalla, in my opinion, severely dropped the ball by not preparing local Austin businesses for the influx of SXSW geeks galvanized by the Gowalla passport scavenger hunt. Foursquare, on the other hand, ruled the day by deploying 2000 virtual “Golden Tickets” into specific checkin spots in Austin that unlocked free tickets to their Big Boi headliner show. So many more location-based companies littered the landfalls in Austin as well, each with some zany promotional campaign to get people to download and use their app.

David Armano's Allhat3 at Guero's.

For my money, Foursquare was the clear popularity winner here. Their partnership with Pepsi – where they created an actual competitive foursquare court near the Austin Convention Center – culminated with an AWESOME party at the Seaholm Power Plant, where all sorts of people got to chill with Dennis Crowley and his Foursquare army to the tunes of Locksley, The Sounds, and Big Boi.

App Discovery of SXSW: Roqbot

Roqbot is an app-based service that allows you to take control of online-enabled jukeboxes in bars, clubs, restaurants, and other locations featuring these types of music services. Once you download the app, you develop a DJ profile of your favorite music and check into whatever location you happen upon that has one of these net-enabled jukeboxes. From there, you’re able to control the music playlist emanating from the box. Don’t like Lady Gaga? Spend a couple Roqbot credits to put some Oasis on higher in the music queue. You also earn free credits to play by unlocking various checkin rewards or you can just connect Roqbot to a Paypal account and buy songs directly. It’s SUCH a great a control solution for jukeboxes in places. I can’t wait till they expand their services into the DC/NOVA region.

DC Represents

I was caught off-guard by the massive DC presence at SXSW. From government rockstars like Amanda Eamich from USDA to nonprofit supercolliders like Tammy Gordon of AARP, DC’s varied social media community descended on Austin in force. I hung out with Mike Schaffer, Director for Social Media at iostudio the most, and lamented that despite having met and living near DC, we never hang out like we did at SXSW. I’m making a pledge to change that behavior on my part now that I’m home, and I want to invite any and all DC/NOVA peeps to call me on any antisocial leanings I may display from this point forward.

Margie and Dave Newman, masterminds of the DC Flacks Meetup group, created an on-the-fly “DCxSW” Twitter handle and hash for all of us while in Austin. They also organized an impromptu meetup of these DCists at the Driskill Hotel one night where I had the best networking conversations of the week. I met a lot of folks i only knew through Twitter here, and I am super-excited to build upon those relationships in the future.

So here’s a big public shout-out to all my DCxSW peeps: Margie, Dave, Schaffer, Gabe Hilado, Amandare!, Alejandra Owens, Peter Corbett, Tammy Gordon, Tammy Portnoy, Lisa Byrne, Patti Shea, and all the rest of you AWESOME DC peeps. It was also great meeting a bunch of non-DC folks like Jeff Esposito, Teresa Cantwell, and old friends Anne Weiskopf and Tonia Reis (formerly of TWTRCON fame, now The Realtime Report

"You may all go to hell, and I will go to Texas." --Davy Crockett

).

Walking in Your Footsteps

Much of the research I performed in prep for this massive undertaking panned out well. I intend to do up a fuller post on the travel hacks I came with on the fly, but the basics came down to comfortable shoes and clothing at all times. I can’t tell you how many times I just had to sit down because my feet hurt so bad from walking around so much. People recommended Converse as the go-to shoes for SXSW, but I have to put in a plug for the much comfier and supportive Merrel’s that I brought.

Panels & Speakers

For the mot part, I found SXSW panels pedantic and freshman. The only ones that piqued my interest and delivered a good conversation were a panel on The Singularity and another with John Hagel III on shaping the future. The Singularity panel brought together experts like Michael Vassar from the Singularity Institute and Natasha Vita-More from Humanity+ for a SUPER-AWESOME discussion about the ethical limits of transhumanism and posthumanity. I’m stll processing a lot of the info from this panel, but be sure to check out the convo archived on the #singularity hashtag. That conversation is still going on, so feel free to jump in and add your thoughts.

Seaholm Power Plant, site of the Foursquare/PepsiMax party.

I missed Seth Priebatsch’s keynote on the gamification of marketing and education, but I heard it was cool. I also missed Christopher Poole, aka moot of 4chan, who gave a keynote on social communities online and how their influence will continue to grow in the future. I heard good things about both of these keynotes but just couldn’y sync schedules to make them

Getting Your Groove On

I was most disappointed by the party situation. I RSVP’d for several parties specifically to hang out with or meet people that were throwing them. Unfortunately, every party is oversold, leading to massive numbers of people often crowding into small clubs, all trying to figure out who’s there that’s important or famous. What’s worse, I got the distinct impression at many of these parties that pre-existing community relationships led to a degree of “cliquey-ness” that isolated a lot of outsiders. This bothered me mainly because a lot of folks like myself stood in these long-ass lines for long periods of time to get into cool parties that only turned out to be fun for the cool kids.

Ogilvy Notes, a cool attempt to make visual sense out of all the information overloading SXSW's attendees.

There were literally so many people at many of these parties that you would get interrupted talking to someone of note, and they would never come back to you due to successive interruptions. It’s damned hard to connect with someone in this fashion, and you can damn sure bet I’ll be working on a SXSW Guide to Party Ethics for 2012.

Even worse, most of the Interactive parties featured some of the worst, most annoying DJs on the planet. Note to party organizers of the future: they don’t call Austin the “Live Music Capital of the World” for nothing. If you want to throw a SXSW party next time, do some fucking due diligence and get a couple of inexpensive but AWESOME live acts instead of a bunch of douchy DJ pricks.

Music vs. Interactive

SXSW should really be broken up into two conferences for Music and Interactive because virtually everyone from the Interactive festival popped smoke when the Music festival began. It was SUCH a sea change in personalities too: I joked to a buddy that all the Interactive geeks stayed inside the Convention Center for Interactive where Austin had to shut down streets to accommodate the influx of Music nerds.

What’s funny about the disparity between Music and Interactive attendees (and the lurking Film festival geeks too), is that they could all stand to spend time in each other’s sessions. So much inspiration flowed out of musical performances that I think would have benefited Interactive attendees, particularly the PR and marketing types who were hard-charging the entire time selling and jiving versus soaking up the people’s culture.

Emmylou Harris performing solo on the Radio Day Stage.

I’ll do up a separate post later on the musical discoveries I made. Those are stories in and of themselves.

Omni Hotels Continue to Rock

Not only did my lovely friends at Omni Hotels hook me up with a couple free drinks and grab bag of SXSW necessities, I also found that the Omni’s parking situation far outweighed any other in downtown Austin. Where other lots were jacking prices up to $10 and $20 at a time, the Omni kept a moderate $7 a day parking charge for SXSWi. What’s more, you could avoid that charge completely if you returned for your car after midnight, where they opened the garage. GREAT customer service from Omni, especially for people who weren’t even staying at their hotel for SXSW. Thanks again for the stops along the way!

(Pro-tip: The Omni also had the cleanest bathrooms in town. At about midnight when those tacos are kicking in, ain’t nothing better than a spotless and empty bathroom!)

Where Do We Go From Here?

The Macallan 15, proud sponsor of SXSW and drunk-asses everywhere.

SXSW was a worthy event, but I’m not sure I can do it all in one sitting again. It was a great time, and I enjoyed it, but had it not been for the people I met there, it could have been a big old bust. I brought back with me a ton of great ideas and content that I have to work with, so I hope to see some heavy return on investment soon. In that vein, keep your eyes peeled for successive posts about different SXSW aspects that I couldn’t fit into this one.

Related articles

• Roqbot Reinvents the Jukebox as Social Game (wired.com)
• Notes from Austin part two (liesdamnedliesstatistics.com)
• Who Will Win the SXSW Location War? (ghdialogue.posterous.com)
• Instagram and Foodspotting most popular iPhone apps at SXSW (thenextweb.com)
• SXSW’s Next Big Thing Summed Up in One Word: ‘Us’ (adage.com)
• Who Won the “Battles” of SXSW? [INFOGRAPHICS] (mashable.com)
• The 10 Most Buzzed About Brands at SXSW [STUDY] (mashable.com)
• Seth Priebatsch on Gamification, LBS, Education & Meaning at SXSW (downtheavenue.com)
• SXSW 2011 “Winners”: Foursquare and Hashable (cash-bandit.com)
• Final Thoughts From A SXSW Newbie (blog.jessicamalnik.com)
• Mastering social media saturation at SXSW (cnet.com)
• Foursquare’s SXSW Plan: “NEW APP + NEW BADGES + PARTIES + CONCERT + MOAR” (techcrunch.com)
• Foursquare Not Wasting Any Opportunities To Tease About Its SXSW “Plans” (businessinsider.com)

“A plan never survives first contact with the enemy,” said Mike Trexler, my mentor from my days on the IED Task Force. Today, that enemy is Mobility.

In my efforts to go super-mobile at SXSW in Austin, I seem to have broken the cross-posting mechanisms linked between Must. Be. AWESOME!!! and the other social streams I set up to report from the road. As a result, posting here will be light over the next 10 days.

I will maintain a steady stream-of-consciousness mobilely (I’m MAKING that a word) with some meatier content on my Posterous site which is proving to be a MUCH more AWESOME way of uploading and sharing content on the fly. Also be sure to check out the other social streams I previously detailed in this post.

This is Must. Be. AWESOME!!! Dot com.

I had a great time last week talking with my buddy Dr. Craig Hayden in his Public Diplomacy class at American University in DC. Craig and I are sometimes-partners-in-crime at the MountainRunner Institute (along with His AWESOMEness, Matt Armstrong, and “Georgia Peach” Shawn Powers). We have a lot of interesting discussions about public diplomacy, strategic communication, and the nature of information and influence in today’s post-digital world.

Craig asked me to bring my perspective on those discussions to his class. We managed to film parts of the conversation, so I’m going to be chopping them up into bite-sized morsels of BADASS AWESOME for you, my loving public, to digest. In the first of these videos (all of which will be hosted here on my YouTube channel as well), Craig asks why I chose the metaphor of the “double facepalm” in last week’s introductory blog post about my experiences in public diplomacy and government. (Larger, HD versions of the video are available via the YouTube link.)

I’d like to give a great big THANK YOU to all the AU students I met during this discussion. It’s really heartening to me to see so many potential citizen diplomat rockstars in this soul-sucking town. Great talking with you, and I hope we can continue the conversation outside the classroom.

Speaking of which: I know a lot of you are blogging as part of Craig’s class and on your own. Please be sure to call yourselves out in the comments section of these video posts. I’d really like to promote some of the student-led commentary I’ve seen since the in-class discussion. We build our audiences socially, so I’d love to feature some of your opinions and content on Must. Be. AWESOME!!! dot com.

Related articles

• Public Diplomacy for AWESOME People… the Du4 Way! (mustbeawesome.com)
• In the interest of informed debate on Public Diplomacy (mountainrunner.us)