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Nov 2 2009
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Biznik Blends High Tech with High Touch

BiznikFortunately, it’s starting to feel like the wave of social media hype has crested and small businesses can turn their attention to understanding social media “best practices” rather than obsessing over next week’s new tool.

Today’s greatest small business opportunity awaits those who learn to skillfully blend the awareness creating, automating, and filtering aspects of social media platforms with the trust and customer building aspects of education based, face-to-face networking.

Seattle based social media upstart Biznik (well, compared to the likes of Facebook or LinkedIn) has positioned itself as this new breed of network tool. Biznik’s primary target is small business owners and, while they have plenty of real estate to tap, it’s primary objective is to build a social network that combines the best of an online platform with localized community events and human contact.

On a the platform side the tool allows you to effectively build a profile (here’s mine), post articles, invite members to become a part of your network, join and create groups around community or themes, and create and promote local events. (More on this)

On the harder to quantify side, the quality of engagement in this network far outstrips anything I’ve seen and been a part of in other networks. This comes through loud and clear in things like article comments and messages to new members. In some ways, this would be enough to make Biznik a winner for the small business, but it’s the tip of the iceberg, I think, for people who drill down into this a bit.

The fact that Biznik has also created an event platform that is geographically driven presents an unique opportunity. So, now if you want to create a Feed Your Mind Networking Breakfast, like Jesse Wolfram in Mill Creek Washington does, you’ve got a targeted network and a ready made platform. I think it might be one of the best way to optimize social networking and traditional business building

I visited with Biznik co-founder Dan McComb for an upcoming episode of the Duct Tape Marketing podcast (Dan acts as the online editor while his spouse and co-founder, Lara Feltin, acts as CEO) and Dan confessed that the organization’s West Coast roots led to lots of natural growth in communities like Seattle and Portland, but that there is tremendous opportunity for growth elsewhere. To me this is a platform ripe for community leaders.

While Facebook and LinkedIn are grabbing headlines and remain great places to build business, I think small business folks should join Biznik and start building there as well.

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Filed Under: Marketing Strategy, Social Media, Web Marketing Tagged With: , ,
  • http://Martin.Lindeskog.name lyceum1776

    John: How would you compare and contrast Biznik with other social business networks like Xing (openBC) and BNI (Business Network International)?

  • larafeltin

    @lyceum1776 Great question! Xing.com and BNI are two very different models. At the root of it, the difference in Biznik is in how we define “business networking.” BNI is a leads marketing group. Their motto is “lock out the competition;” their membership is formed into chapters with a finite number of people; their meetings follow a very strict agenda; the purpose of membership is to pass referrals.

    One of Biznik's mottos is: “collaboration beats competition;” Bizniks meet locally but are not restricted to chapters; our meetings are created by members so you can decide how and when you want to network; and the purpose of membership in Biznik is to build relationships, strengthen your reputation, and invest in social capital. Referrals (along with resources, ideas & inspiration, opportunities to collaborate, moral support, and new marketing tips) get passed between Bizniks after they've gotten to know one another. You can meet online and strengthen the relationship face-to-face; or you can meet face-to-face and return to the site to strengthen the relationship online.

    The same applies to Xing and LinkedIn. LinkedIn is a great place for corporate alumni and those working with large companies. When you're a micro business, a solopreneur, or a company of one or two, a large obstacle is overcoming isolation and invisibility. Biznik was designed to meet that need by facilitating a community based on strengthening the relationships between members.

  • http://Martin.Lindeskog.name lyceum1776

    Lara: Thank for your reply. I am interesting in learning more about Biznik. How could I contact you? Have you studied the The Third Place concept? Have you attended MeetUp activities?

  • http://biznik.com Lara Feltin

    I can be reached at info(at)biznik.com. I haven't studied the concept of The Third Place, but was intrigued by what Wikipedia said about it. Definitely jives with Biznik, as a community.

    An impetus for founding Biznik was the frustration I felt as an independent photographer. My friends with day jobs couldn't relate my passion or my questions. I wanted a place where I could meet with like-minded business folks.

    Biznik is like MeetUp.com in that Biznik events are created by members, and there's a cross-over between meeting online and face-to-face. But Biznik takes it further in two ways. MeetUp is a place where people meet for a wide range of interests from dog walkers, to those who want to play Dungeons & Dragons, whereas Biznik is all about “indie” business and everyone you meet on Biznik is going to be into indie business. But more importantly, a MeetUp is limited to the number of people who joined that group, usually limited by geographic location. On Biznik, you may physically meet with the same 200 “Bizniks” in your area, but you're a part of the bigger Biznik community world-wide where there are no geographic boundaries.

    When Biznik grows in your area, you'll have an even larger pool of people you'll see at the events. There's 15,000 Bizniks in the Seattle area. There's certainly a bunch of regulars that I see at a lot of events, but I enjoy all the different people I keep meeting – sometimes over cocktails, sometimes at an educational seminar.

  • http://www.healthinsuredirect.com/ health insurance

    what value does this add that facebook etc does not?

  • BT

    I think this is a great idea! I feel the same way about small businesses trying to use social media in the wrong way. I admire the enthusiasm of small business owners trying to get their product or service out there, but it seems like much of the time used on social media is more or less wasted compared to other ways of marketing. Hopefully Biznik's model will be well-received by SBOs and consumers.

  • BT

    I think this is a great idea! I feel the same way about small businesses trying to use social media in the wrong way. I admire the enthusiasm of small business owners trying to get their product or service out there, but it seems like much of the time used on social media is more or less wasted compared to other ways of marketing. Hopefully Biznik's model will be well-received by SBOs and consumers.