It started early spring, April 12 at Cibar wine bar in New York City. A week prior, a random email message from O’Reilly Organizers landed in my inbox. Didn’t know who it was from nor what the LBD Project was, but it said “A cocktail fund raiser in a Little Black Dress.” I thought, a cocktail on a Monday night in the Irving Park area, perfect. Monday is a great day for cocktails and making friends with strangers in New York City.

That is when I met Sheena Matheiken, creator of The Uniform Project and designer, Elizabeth Starbuck of Bright Young Things. Two remarkable and talented women who crafted the idea of sustainable fashion around one little black dress worn a million different creative ways. I wanted to be a part of it somehow. I wanted to participate.

Little Black Dress worn a million creative ways

So here we are, after a few months on the road with my macbook pro, kites, board and little black dress traveling with me from Key West, Miami and Maui, I finally hit San Francisco. My two-year old Cannon point and shoot camera died somewhere during the trip, so I had to wait a few weeks to find a replacement. With camera on hand, the San Francisco and California back-drop, my goal is to document, share and hopefully inspire with my personal rendition on the sustainable fashion and the Little Black Dress, from Bright Young Things.

Beginning July 14, Bastille Day witness my highs and lows in a little black dress during my 30-day wear-a-thon. Thank you Elizabeth for extending a piece of New York while I travel! Congratulations on the success of Bright Young Things! Thank you to new friends in San Francisco who are either helping with photography and styling!

• Many are still afraid to dabble in the most basic format of social media as it could be viewed as a waste of time and a shameless channel for self-promotion.
• Many do not have a clue on the creative uses and applications of these channels to build their personal brand or their organizational brand. Creating a Facebook or Twitter account is not enough.
• Many simply do not care to understand and prefer to hide under a rock while “attacking” those who are “socially enlightened”.
• Many see social media as white noise instead of an opportunity to learn and engage.
• Many are afraid of going public. Transparency is not an easy pill to swallow.
• Many make privacy an excuse.

For the first time in my years of learning and sharing about the digital space professionally and as an digital media entrepreneur, I received “hate mail.”

As humans we respond to confrontation or negative information in varied behavioral patterns.  I chose to reflect rather than react. Why? There was no point in glorifying my “attacker’s” limited perspective and understanding on the powers of engagement. Unfortunately to many, engagement is equivalent to conversation. This is an incorrect notion.

Barriers To Entry

What challenges are brands facing in today’s social web?

• Fear. Many brands continue to fear true engagement as it leaves zero barriers for criticism and attacks. Setting up a Facebook or Twitter account and displaying this information in your store-front is not equivalent to true engagement.

• Champion. True engagement within an organizational brand thrives when there is someone leading the project idea and program.

• Proof of Burden. Lack of internal data and specific market data showcasing that true engagement works and directly translates to revenue.

I could list more, in my opinion these are the top of mind barriers and reasons why brands are hesitant to embrace true engagement.

Characteristics of True Engagement

• Ecosystem. From the moment a user steps into your web destination a connection is sparked up to the point he or she checks out of your site and returns. A great example of an engaged ecosystem is Toms.
• Market Appeal. Your audience flocks around your brand like a moth to a flame for a variety of reasons and influences. Market appeal can be created by attaching your brand to a cause. A great example is One Day Without Shoes.
• Transparency. Be open and honest about what your brand can do and cannot do at the moment.The more fluff in your message, the more traction you’ll lose in convincing your audience to engage with your brand.

Lastly, here’s a book from Brian Solis that could help lead your brand to the next level of  Engagement.

Article first published as Understanding True Engagement on Technorati.

When I was three I fell into a well by accident. Since the accident, without realizing I developed fear of deep water. I didn’t learn to swim until swimming became part of my learning curriculum. I did it for the grade. I conquered the pool!  Yet I wanted more. I wanted more than my toes touching the waves. I’d sit and watch while others would play in the waves and silently wishing I didn’t have this angst of drowning.

Kiteboarding changed all that gradually. I’ve probably swallowed 18 gallons or more of The Columbia River Gorge, Kite Point in Cape Hatteras, The Slick at Real Kiteboarding, Tobay Bay, Napeague and the Flats in the Keys combined while learning the sport. I continue to do so as I progress. A few times since July this year I’ve panicked each time my toes do not reach the bottom. A drowning panicky feeling that leaves your brain helpless. You start to make mistakes when you panic. Bad decisions are made.

How is kiteboarding helping me get over this fear? Here’s what I learned…

• Your love for something or someone is greater than your fear. I’ve fallen in love with kiteboarding and the community that supports it. It is an amazing sport and it is supported by an resplendent community of exceptional individuals.

• You have a goal. I simply want to learn the sport and be decent at it. I realize I’ll never be a pro-kiter, yet I’d like to be able to execute tricks and downwind with a pack of kiters and discover different parts of the world.

• Higher calling. Kiteboarding is more than an adrenaline junkie’s sport. It is a lifestyle and a state-of-mind. You’ll have to try it to understand what it means to be a kiter. Once a kiter, there is no turning back.

• Practice, practice, practice. To be a better kiter and a self-proficient one, practice and dedication to the sport is a must. Which means I always try to be in the water when the wind comes. In different bodies of water with varying conditions each time. Each session is different from the last. It reminds you that life changes daily.

Since my last trip in the Flats, Key West, I’ve been able to minimize and dilute my panic attacks when I’d find myself out of tiptoe reach while in water.  Deep breaths, a clear mind and putting into practice each of the valuable lessons learned and shared by instructors and fellow kiters help me get through that moment. Since my kiting journey, I realize that the biggest fear I’ll ever have is not trying enough to succeed.

You are gifted to accomplish anything you set your heart and mind to do. Just go out and give it a try!

@mavindigital