All too often individuals or businesses design the perfect website, they take the time to go through every minute detail to ensure that they have all the accurate product information for their customers, with the latest gadgets and technological wonders to go along with it. But for whatever reason these same companies fail to reach out to the right clientele.

What are you supposed to do when you are trying to sell something like stainless steel products or metal roofing and the people who are finding your website are looking for the latest information about some new hip rock band and where to buy tickets to their next concert instead? Well, needless to say you are probably not going to be selling a lot of metal roofing materials that day, or any other day, to those people.

One thing you may want to consider doing if you are not reaching your target audience is to hire the help of professionals who are trained for this exact purpose. Surely if you own an e-Commerce web business or have worked with an online merchant, then you have probably heard of search engine optimization. By hiring the right SEO company that will work with you on a day to day business you will find that your online business will begin to have better success reaching the types of customers who might be interested in buying the products like you are selling, which might just happen to be stainless steel cabinets or whatever product or service your company sells or provides.

Another thing worth thinking about is that many online e-Commerce companies and individual businesses fail to realize is that product knowledge is most important for today’s online consumer. If a potential customer believes that the company that is selling a product online lacks on either knowledge or commitment then they may feel a bit hesitant to be buying the services or products. This is why when I worked in the insurance industry, the company I was employed with spent endless hours teaching their employees about the products and services they offered before they ever let them go out into the field to sell their products. The same could be said for online businesses, having product knowledge is still the most important thing when it comes to selling on your website.

Bio: Nirra is a teacher, wife, and mother who writes freelance in her spare time. She writes about metals and other products that might be useful to a metal company. She also blogs on her site, Mystery Shopping Teacher.

Why Reveal Tabs Work

Curiosity – it might have killed that cat, but satisfaction brought it back, lol and people are forever curious about what might lie hidden beneath or what secret will be revealed. A little like looking for lost treasure, and one word of warning, when it is revealed your treasure seeker needs to feel just like someone who opened a chest to find pure gold. Or in the case of a secret, it needs to make them go ‘OH!.’ The thought pattern here is, ‘what if there is a nugget there that will bring in that million dollars I need’ or it may be as simple as “ I might get something for free.’

The Secret – one of the reasons that, that book and movie were so successful was the idea behind having a secret, when we have a secret everyone wants to know it, because once they do they also feel they have an advantage over everyone else. We all strive for success don’t we? Knowing that secret is going to make all the difference, because once we do we are part of an elite club of people, those who know ‘the secret’ and that makes us feel special.

Fear of missing out – this is a biggie! We all hate missing out don’t we? Think about your kids who come to you for the 400th time and tell you that little Timmy… “has a big screen TV’ “is going to the movie with his friends” “is taking Kung Fu lessons” “got a real motor bike for his birthday” and the list goes on and on. The thought pattern here is ‘what if there is something there that will solve my current challenge, or give me the clue I need to make it big in my business.’

Something for free – Yes, it’s something for free syndrome and when we get something for free no matter how small it is we feel we have won. The thought pattern here is easy, we all want to feel like winners and when we win something, anything, no matter how small or useless we still get to feel like winners and most people will brag about it. Just in case you didn’t get how significant that is people bragging about winning something from your business is a good thing!

What really, really works

Integrity – this means that if you say that what you are revealing is content viewable only to Likers, there is the inference that this content, prize, bonus etc… is not available anywhere else, so if it is the same stuff you have available on your site your integrity is lacking. Not only will it lose you and your business credibility, word of your lack of integrity will spread and you don’t want that!

Added Value – now this one is where I get up on my soapbox, so take fair warning! Adding value is NOT the same as value adding and here are my definitions to support what I am saying “Value Adding” is a free set of steak knives, it’s something you got so cheap you can afford to give them away to everyone and your prices are jacked up so high they more than cover this cheap gift. “Added Value” is adding something of real, tangible value to your audience, customer or behind your reveal tab that totally WOW’s everyone and more importantly gifts them with something valuable! Value has no value unless it is valued by the receiver.

What Converts

Make a Request – your reveal tab always has a reason, a plan behind it and at the end of that plan is the main goal. Your goal may be to get more people to Like your page, it may be to have more people go to your website or it may be as simple as selling more product or services. Whatever you goal, once you have aroused their curiosity enough to get them to click Like, and revealed something that is so valuable to your new Liker they are in awe of your graciousness now is the time to make the request, “Click here”, “Buy Now!”, “Sign-up for This”…

Once you have added value and earned their respect, your Likers are in the perfect state of mind and feeling very good about themselves and more importantly you and your success rate will be through the roof. Not because you have scammed them. Because you have shown them you can be trusted to add massive value to their lives and make them feel like a member of your winners club therefore you can also be trusted to follow up with more of the same when they purchase, click, share or recommend you.

If you need others to learn from, bounce ideas off and share your intranet woe, you need to get out and about and network with your fellow intranet pros. By connecting with contemporaries, you can keep up to speed with developments in the tech world, sneak a peek at intranets elsewhere (and nick all their best ideas), and find the occasional shoulder to cry on.

Here’s some ideas to get you started:

Twitter

I get all my news from Twitter. Follow the #intranet hashtag for the latest industry news and blogs, as well as to connect with fellow intranet specialists. To make life a bit easier, we’ve created an intranetizen twitter list with the key people that we think you should follow. Take a look here.

Blogs

While intranets rarely get a mention in mainstream IT industry news sites, there’s an impressive range of intranet managers, consultants and researchers out there who regularly blog on all aspects of intranet management.

Our top five intranet blogs to bookmark:

• Column Two: James Robertson of Step Two Designs writes regularly on intranet innovation
• KiloboxCommunique: Interact Intranet’s own Wedge writes impressively regularly, with a focus on the communications side of intranets
• NetJMC: Jane McConnell, who runs the annual Social Workplace study, blogs regularly on digital workplace trends
• Content Economy: Oscar Berg writes about communication and collaboration technologies, with a particular focus on productivity,efficiency and innovation
• Intranet Diary: Luke Oatham writes on the trials and tribulations of intranet management

Groups

Online is great – and for those of you outside the big cities is often the only option – but as any internal communicator knows, there’s no subsitute for face-to-face comms. There are a number of practitioner groups for intranet specialists which have popped up in recent years. This list is quite UK- (and specifically London)- focussed; so let us know of other international groups via the comments section below.

• J Boye: These guys run a wide range of practitioner groups for different sectors in the digital world. This includes a number of dedicated intranet groups meeting regularly in the UK and Europe, where small groups of intranet specialists review case studies and get feedback from peers on their own intranet challenges.
• UKeiG Intranets Forum: The intranet wing of the organisation for information professionals. As well as regular informal meetings, UKeiG’s member site offers an impressive range of online resources, with a focus on information and knowledge management.
• IBF: The Intranet Benchmarking Forum’s confidential member meetings are the gold standard of intranet networking groups. Open only to organisations which use their benchmarking service, these regular meetings bring together those managing large corporate intranets and provide valuable insight for those managing complex, global intranets.
• Intranetters: Organised via a Yahoo group and mailing list under the watchful eye of Rob McLean, this informal, friendly group of London-based intranet managers meets (roughly) quarterly for a show and tell, followed by Q&A (usually followed by pub). As a largely self-organising group, it is, refreshingly, free to join and attend. A must for those with small training and development budgets.
• Internal Communications Teacamp: Another free-to-attend group, this time co-founded by me. These bi-monthly meetups are open to all IC professionals in all sectors. Each time one or more attendees will share a case study, share ideas, natter about comms and drink tea. Past meetings have covered low-cost digital comms, evaluation and measurement, and communicating with hard-to-reach groups.

Conferences

Another sign of the increasing maturity of the industry is the emergence of dedicated conferences for intranet professionals. No longer are we expected to be happy with a couple of workshops within a broader web event; now there are events taking place all over the world, covering a wide range of intranet topics in their agenda. You can see intranetizen writers at a few conferences this year.

Our top five recommended conferences for 2012:

• IntraTeam 2012
• J Boye Philadelphia
• Intranets 2012
• Advanced Intranets and Portals
• Interact Intranet Conference

Others

If you can’t stretch to a conference, IBF Live, the monthly online offering from the Intranet Benchmarking Forum, is excellent value. Using a WebEx meeting, and compered by IBF’s Paul Miller, this gives you a whistlestop tour though some of the world’s leading intranets. Fantastic for generating new ideas. For those with stamina, try the IBF24 event in May; this brings you live tours of some of the world’s best intranets in one 24-hour marathon session.

LinkedIn is a fantastic resource for intranet managers, with a burgeoning number of groups covering all aspects of intranet comms, collaboration, design, usability and governance.

Intranetizen’s top five LinkedIn groups:

• Worldwide Intranet Challenge (WIC)
• Intranet Professionals
• Intranet 3.0
• Intranet Career Path
• Sharepoint Experts

We hope that’s inspired you to get out there and connect with – and learn from – others in the intranet industry. If you’ve got a favourite group, blog or event, let us know in the comments section below.

Photo: Jason-Morrison

That’s the question that came to my mind after reading Robert Passikoff’s recent article on Forbes.com, “The Final Frontier: Customer Expectations.” Passikoff points to a shift in the past 15 years: customer expectations have increased significantly, rising 24 percent in all categories. That number has increased even more in the technology sector. An entire book could be written (and probably has been) on why customers’ expectations are on a sharp upward trajectory.

But my question is not the focus of Passikoff’s article. He notes that measuring customer expectations is a tricky business and turns to customer loyalty as a correlating metric. After explaining how customer loyalty is measured and providing an example from the wireless carrier industry, Passikoff concludes, “… brands that are able to better meet – even exceed – growing customer expectations always end up on the top of the list.”

Fair enough. On the surface, it’s a good point, and one that seems hard to argue with. But I’m going to argue it anyway. Because here’s the thing: Customers seek out businesses because they have needs, and they expect those businesses to solve those needs. The business either solves the problem, or it doesn’t. Period. End of story.

Expectations are like averages; they don’t exist in the real world (only in your customer’s mind, and perhaps subconsciously at that). Therefore, to “exceed customer expectations” is a weak goal. I’d go as far as saying that expectations are a “false god,” sapping a lot of focus, energy and resources from what should always be the goal: solving the customer’s problem.

Passikoff started a great conversation about customer expectations and satisfaction, but then took us down a road that’s essentially a dead end. Tying customer loyalty scores to customer expectations is not the answer. Why? Loyalty scores are important, but they don’t take into account all the reasons customers stick with a company. The “how well” question is the field of loyalty. The “if/if not solved” is the field of performance.

Take the example in Passikoff’s article that examines how wireless carriers rank on the Customer Loyalty Engagement Index. AT&T came in first, followed by Verizon, Sprint and T-Mobile (in that order).

Passikoff notes that this list correlates very highly with customer behavior, such as churn figures, and that, according to the latest data from the Better Business Bureau, AT&T had the fewest complaints and lowest complaint rate of these four wireless providers. All this, even though there was speculation last year that AT&T would see an exodus of customers to Sprint and Verizon when the iPhone became available on those carriers. It didn’t happen; AT&T continues to outsell Sprint and Verizon.

Although these numbers seem to confirm the Customer Loyalty Engagement Index’s ranking, there’s something the data does not reflect: captive customers. I happen to be an AT&T customer, but I am is because I can’t get out of my contract, and when I’m at a point where I can, it’s difficult. So, I perceive I am stuck – loyal, but captive.

How many people are in the same boat as I am? Locking customers in prohibits a measure of loyalty AT&T should trust. Until we come up with a “complacency” or “frustrated and stuck” index and begin dissecting truly loyal, enthusiastic consumers from those who don’t have the time or resources to navigate the breaking of a contract, loyalty is one metric—but not the most important metric we can fully trust to drive improvements in customer experience and organization performance.

Which brings me back to a goal we can trust: solving the customer’s problem. AT&T solves my need for road-warrior connectivity and that’s why I show up in the positive in their revenue and profit performance.

Now, think about the problem or need your company exists to solve. The desire that triggers them to act. Do you know how often, and how well, you solve that need? Do you provide an effective solution? This is where we should focus our time and energy: On solving our customers’ problems.

Indeed, the Court’s decision does seem curious given that it had previously ruled in favor of other Swatch Group brands Rado and Longines, against Holmrook Limited, over similar trademark and domain name issues. In September 2011, for example, the court ordered the Rado.ru domain transferred to Rado and commanded that Holmrook pay out 50,000 rubles (about $1,650) to Rado in damages. Given that the Tissot suit marks the third case in which Holmrook Limited has been the defendant in domain name disputes involving Swatch Group brands, all signs seem to point towards a bad faith registration. And yet, the Russian court did not see it that way.

Unfortunately, the inconsistencies in this case are (ironically enough) quite consistent with my experience with the .RU ccTLD. The bottom line is, thanks to lax copyright enforcement and a rampant counterfeiting industry, cybersquatting flourishes in the .RU space. Compounding the problem is the lack of any kind of dispute resolution policy (DRP) for .RU domains, which leaves trademark holders with the unpalatable choice of pursuing legal action through the expensive, slow, and inconsistent Russian court system, or attempting to purchase the domain directly from the domain owner.

For brand owners, the best defense is a strong offense: I advise registering all key trademarks in the .RU domain before cybersquatters can. If you’re already too late, attempt to negotiate a sale of the disputed domain with the registrant. When all else fails, try the Russian courts as Tissot is now preparing to do for a second time. I will be closely following the appeal, which the court is scheduled to hear on February 8th.

So you have some non-believers within your organization. You know how to spot them.
They say they don’t see the value in creating videos, roll their eyes when you mention a corporate blog, or say they don’t understand why the company is investing so many resources in webinars.

Here are some arguments and rebuttals you can use to help your management teams understand the value and impact a content marketing strategy can bring to your organization:

Argument 1: Other firms became successful without doing all of this marketing
While this is probably true of other organizations, content marketing can help give your company an edge in the marketplace. According to Chris Baggott of Compendium Blogware, 80% of blog traffic comes from first time visitors via search engines. This is HUGE! By not executing a content marketing strategy, you are creating more of a challenge for your target audience to find you online.

Argument 2: I don’t see the value in corporate blogging
A corporate blog is a great vehicle to develop and communicate your company’s thought leadership. It helps you better communicate who you are as an organization and improve customer engagement. Corporate blogs are also an excellent source of qualified leads. Here are some additional benefits to corporate blogging.

Argument 3: We need to focus on our core capabilities
So your company is in business to sell software, right? So why should you write blogs, produce videos, record podcasts, send newsletters, write whitepapers, hold webinars, etc? This is a big question that nearly 20 expert marketers tackled in the Content Marketing Institute, and I recommend you read the responses. This idea is similar to Hubspot’s inbound marketing approach. Hubspot is in the business of internet marketing software. They also dedicate resources to creating a slew of free tools. Why?  It helps them find new customers and sell the value of their core product.

They all point to an underlying reality: our lives are indeed an amazing journey of self-discovery toward wholeness. And personal branding (I want to add) is a piece in the puzzle of that at times seemingly titanic effort. We could go even a step further and claim than personal branding, when taken to its ultimate consequences, can be profoundly cathartic and therapeutic: as long of course as the process is guided by radical honesty, an openness to the at times quiet and at others deafening voice of the Self and the unwavering commitment to being true to the best within ourselves at all times. And if this should the case at all it is because in so doing we become active agents and speed up the process of individuation, a process that for Jung constituted the ultimate goal not only of psychology but of human existence as a whole.

From its inception, personal branding has concerned itself with practicalities: how to define and achieve our career objectives or drive our own communication and PR in the new digital economy (to cite only two examples amongst many) have been at the forefront of the personal branding effort. And without doubt countless people have benefited and are benefiting from it to this day. Yet beyond that the process of personal branding invites us to plunge the depths of our being in order to create a credible, value-driven and goal-oriented online and offline persona that truly reflects our own uniqueness as human beings.

And this seemingly daunting task is not for the faint-hearted or the conformists: only those brave souls ready to take a long and hard look into themselves, muster up their courage, galvanize their skills and talents and put them to the best possible use without letting their egos distract them from their course will reach personal branding excellence. And while for some lucky ones this will happen almost naturally and with little effort on their part, for the rest of us it will be anything but easy to negotiate the dangerous waters of our own psyches and the imperfect world in which we live. Because it is only when these two elements – our own inner selves and the external world in which live – come wonderfully together welcoming and even applauding our brand that we shall know we have reached the goal.

Until then, we must continue taking steps along that long and at times winding path that leads to that personal brand that will yield the recognition we so crave from those around us as well as the approval from that little voice within us. Together with the encouragement, support and friendship of those walking with us, they remain our surest guiding lights along the way.

Author:

Oscar Del Santo is a lecturer, consultant, key speaker, blogger and populariser of online reputation and inbound marketing in Spain. He has been extensively featured in the Spanish and Latin American media and is a regular contributor to several TV programs. Included in the ‘Top 70 Spanish Tweeters’ and ‘Best Marketing Tweeters in Spanish’ lists (@OscarDS), he is the author of ‘Reputacion Online para Tod@s’.

A: What color did you choose?

B: How did you choose the color?

C: There are great apartments for rent right now. Have you thought about moving?

Answers vary on this selection (more on that later). But it’s clear that the question needs to follow the woman’s lead, that we would never script our conversation in advance of the social interaction. Imagine the confused, annoyed or bored response from this woman if we asked “so what do you think about that new play that just opened?”

Most people are perplexed when I ask them to conduct unscripted buyer persona interviews. These are the same people who will happily show up in any social situation, listen for threads of topics that others find engaging, and guide the conversation to mutually relevant topics.

Why not take this same approach with buyer interviews?

While it is definitely more taxing to develop questions in real time, the pressure to do so keeps us listening intently. And each time we base a question on a point that the buyer has recently made, our rapport with the other person builds. The buyer might even tell me, a perfect stranger, something he hasn’t told anyone else.

Pre-defined questions can only address topics that we found interesting before we started listening to the buyer. Worse yet, we are unlikely to learn anything new, having missed the opportunity to probe deeply on an interesting point..

This approach is especially critical for win/loss interviews. We need to get buyers talking at length about their decision criteria and process. We aren’t going to discover any actionable insights by writing down the buyer’s short answer — that we lost the deal on price and features, or won it because our sales rep is such a great guy. We need much deeper insights into how and why the company made this decision.

For instance, if the buyer told us that one of the triggers for this decision was that our solution was easiest to use, we might follow up by asking the buyer to describe what, specifically, they found to be easy. Or we might ask what level of user would find it easy to use, and what training they expected that user to need. Another line of questioning might reveal details about how they assessed the solution’s ease-of-use.

Returning to your interaction at the party, if you selected question A (what color will she paint her apartment), you have just learned that your new acquaintance likes light yellow, which might be interesting if you are selecting colors of paint to carry in your store, or what colors to feature in a marketing campaign for paint.

Question B (how did she choose the color?) is a great follow-up question, or likely your best first question, as this should trigger a story about the way this person thinks and makes decisions. This question will probably get you the answer to the color too.

Question C (did you know there are some great apartments for rent?) is changing the subject, a terrible technique when you need to build rapport, and one of the major reasons that interviews should never be scripted.

Unless you’re marketing home improvement products, you shouldn’t care about anyone’s choice of paint – buyer’s decision processes vary dramatically based on the products, services and solutions they’re considering. But we want to have an agenda, perhaps three-to-five topics that we hope to explore, and not a structured questionnaire, if we want buyers to tell us what really persuades them to make decisions about our category of solutions.

Personal name changing amongst those in the entertainment business has been happening for years. Just click on the site Famous Name Changes to see hundreds of names From John and Jennifer Aniston to Loretta Young. Where some, like Aniston (formerly Anastassakis), were changed for conformity reasons, Portia De Rossi chose to go more exotic. Changing her name from Amanda Rogers was her way of re-inventing herself at age 15 and give her an edge in her modeling career. It also doesn’t hurt that it flows off of the tongue easily or catches the eye on a press release.

Branding by name is done best within the artist /musician community, where name changes showcase the brands the artists are creating for themselves. From Lady Gaga to Madonna, Marylin Manson and Jay-Z. The list truly goes on and on. It’s no coincidence that many of those who have created stage names and have made it big, also have larger than life stage personalities. Did the name change help them better to self-market themselves? Or has the talent, drive, showmanship always been there and therefore they would have been successful sans stage name. At the end of the day, does it matter? Clearly creating these monikers meant something to them and lead to creation of a brand and persona that helped propel their career.

Within sports, nicknames are king. Some even changing to them legally – Babe Ruth, Magic Johnson, Hulk Hogan, Chad Ochocinco to name a few. My recent favorite comes from Ron Artest who changed his name legally to Metta World Peace in Sept of 2011. To hear announcers make statements of “a big night for World Peace” or “ World Peace with the rebound” brings a smile to my face every time. Has it brought about a focus toward world peace like he wanted? – “Changing my name was meant to inspire and bring youth together all around the world.” If his actions over the next year focus on making that a reality, then the name change has purpose. Yet, knowing that his cause of focus for the last year plus has been raising awareness of mental health issues begs the question, why didn’t he change his name to bring awareness to that? He has put so much time, money and energy there; it is unfortunate that his name change only served to divert attention away from something near and dear to him.

I am a strong believer that you should never spend too much time/effort on a name. It’s your goals, objectives, vision, and strategies where time should be spent. Our current president didn’t change his name to be more marketable or to avoid the perceptions that come with having a Muslim name. Name changes and creations should happen if you want them to happen, not based on suggestions from others. You name should mean something to you and you alone, because when it does, your actions will follow suit. If changing your name increases your confidence, gives you a alter ego persona when you preform on the job, allows you to re-establish yourself or change perception, then do it. Remember though, a names is not a miracle maker; it’s what you do behind your name that counts.

Author:

Katie Marston is the CEO and founder of DYME Branding, a personal and lifestyle branding company focusing on professional athletes. Follow her on twitter at @ktmarston or learn more at dymebranding.com.

Chrome: Uncircle Inactives+
https://chrome.google.com/webstore/detail/dhcfgcecigkknnimiljlbcjmnbeeodhl
This one is pretty self-explanatory, but in essence, if you are getting close to the 5000 limit in the number of people you follow, you may want to cull some of the inactive people out of your circles. This app is a Chrome app and works pretty well, it is a little clunky and not exactly intuitive but it works effectively none the less. I would think this will become useful to those of you out there who are building circles to then promote your business pages to!

Chrome: Google+ Notifications https://chrome.google.com/webstore/detail/boemmnepglcoinjcdlfcpcbmhiecichi
If you have spent much time on Google+ you will know that interactions are generally higher than the other social networks and that notifications are more prolific, if you want to keep a tab on this whilst you work then this app will indicate in your browser when you have a new notification and also display the number of notifications.

Mozilla: Plus One Button. https://addons.mozilla.org/en-US/firefox/addon/plus-one-button/?src=search
As one might expect, there are not that many apps for Google+ for Mozilla, however this one is quite a useful one. It provides a +1 button on your address bar so that you can +1 a page or site from your browser.

Android: Google+ https://market.android.com/details?id=com.google.android.apps.plus&feature=search_result#?t=W251bGwsMSwxLDEsImNvbS5nb29nbGUuYW5kcm9pZC5hcHBzLnBsdXMiXQ..
Here is the link to the Google+ app for Android, it is a pretty feature rich and I in fact think they have done a better job of this than the most recent iterations of the Facebook App for Android. If you are an active G+ person you will probably want to play around with the settings a bit as the notifications coming through all the time can get a bit annoying. Also make sure you choose carefully about whether you want photos from your phone automatically uploaded or not, it gives you the option either way but don’t forget to switch it off if you are likely to be taking photos of things you would prefer to be kept private or there could be some very red faces!

iOS: Google+ http://itunes.apple.com/gb/app/google/id447119634?mt=8
I have played with this on the iPad2 for which it wasn’t intended but it works much the same as the Android, so if you have an iPhone then this is the app to use if you want Google+ on your device.

Chrome: Map My Circles for Google+™ https://chrome.google.com/webstore/detail/mcfifkeppchbjlepfbepfhjpkhfalcoa
This one is a bit of fun, it plots all of the G+ users you have added your circles on a Google Map!

Chrome: Extended Share for Google Plus https://chrome.google.com/webstore/detail/oenpjldbckebacipkfbcoppmiflglnib
This one is quite useful as Tweetdeck and other similar 3rd party systems are yet to add Google+. This app adds the ability to share posts within Google+ to other networks, so for instance you have just uploaded a video to Google+ you can then share it with Twitter, LinkedIn and Facebook to name a few!

Which means if you’re using email to market your business, there’s an awful lot of inspiration you can pull from those gems.

So let’s take a look at a few of the all-time most-popular Super Bowl commercials. What aspects made them so popular? Replicate the same aspects in your emails, and you just might run your sales into the end zone.

Volkswagen: The Force

What Makes It Work? Techniques to Try

The Mirror

The Volkswagen Passat is a family-friendly car. Thus, the commercial mirrors its ideal customers, families.

How to Do This With Email: Want to show someone they need your product? Show them themselves. Who does your target audience include? (If you don’t know, now’s a good time to decide.) That’s exactly who you’ll want to depict in your emails’ pictures, testimonials and stories.

The “Aww” Factor

The child’s delight – and the parents’ pleasure in having caused it – elicits that warm fuzzy feeling, easily transferable to the company that made this story possible.

How to Do This With Email: Pictures of adorable animals and cute children work, as do heartwarming stories. If your business isn’t the warm-fuzzy type, don’t sweat; your subscribers are most likely not seeking warm-fuzzies from you anyway. The “Aww” Factor is not for everyone.

The Easy Factor

Now, this idea’s for everyone. Click a button from the comfort of your home, and the car roars to life and the world is full of good feeling. Can’t beat that.

How to Do This With Email: Two ways: First, showcase the ease of using your product, or the ease of purchasing it, or the ease that hiring your service brings to customers’ lives. Second, make your email itself easy. Think clean design and a clear call to action.

Old Spice: The Man Your Man Could Smell Like

What Makes It Work? Techniques to Try

The Energetic Pace

Each idea leads directly into the next, gripping viewers, who pay close attention so they don’t miss anything.

How to Do This With Email: Pull readers’ attention through your emails with an eye path, like Popchips‘s message does here .

The Exaggerated Marketing

Many ads work by telling the viewer that they lack something that only the product for sale can supply. Old Spice does this in an exaggerated way, as if to tell viewers, “we know you’re too savvy to fall for that trick” – yet still manages to deliver the same message.

How to Do This With Email: It’s marketing 101: in your email, present a reader may be having. Then show how your business solves it for them. It’s a standard formula, because it’s a winning one.

The Inside Scoop

Isaiah Mustafa targets men indirectly by speaking to women. Men get the feeling they’re eavesdropping on a private conversation, getting the inside scoop on what women really want.

How to Do This With Email: Interview a customer. Tell their story in your email. Readers can see what your business can do for them.

The Glamour

Mustafa is magically transported from a standard household bathroom to a yacht sprinkled with diamonds. The not-so-subliminal message? “Look how Old Spice can change your life!”

How to Do This With Email: Show, or tell, a before-and-after story. Pictures, in this case, speak 2,000 words. Or if you’re selling a service, explain the state of your client’s business before they hired you, and where they’re at now.

The Humor

It’s lighthearted to the point of ridiculousness. Old Spice is hitting it’s new target market, the informal millennial generation, just right.

How to Do This With Email: This is trickier to do with text, but still can be done. If you’re going to take this route, make sure you’re targeting a market that will appreciate it. Also, if your usual emails are somewhat more staid, you may want to create a new character or campaign to explain the hike in humor.

Apple: 1984

What Makes It Work? Techniques to Try

The Mystery

Right from the beginning, Apple kept technophiles impatient for release day with announcements that “something big is coming” (a common brand strategy).

How to Do This With Email: By their very nature, each email is a mystery. The subject line offers a clue; the message inside gives a cryptic answer. The full story can only be found back on your web site. Work on building the suspense with your wording; don’t give too much away at once. And remember, as a marketing method, this works well if, and only if, you deliver something that lives up to the hype.

The Literary Reference

On high school and book club reading lists across the globe, 1984 is a reference many would recognize.

How to Do This With Email: What’s big in pop culture right now? What’s happening in the news? Choose an event, then create a themed offer.

The Suggestion of Superiority

This commercial portrays the masses as mindless sheep. It promises viewers, “You can be better than that. We’ll show you how.”

How to Do This With Email: As journalists say, “show, don’t tell” your readers how your product or service can make their lives exceptional. This message is especially powerful in Germany and the United States, where individuality is highly valued.

Sending a Full Commercial In Your Email

In Apple’s 1984 commercial, the lighting, synchronicity of movement, rhythmic voice and drumbeat all create a far more powerful feeling of conformity than words on a page could.

If your message, like this, is far more powerful as a video, and you’re able to shoot and edit it yourself, you can upload it to a video hosting site such as YouTube and send a video email.

Get Out There, Champ

As of last year, these ads were shown to 111 million people in an effort to reach the advertisers’ target market.

You’ve already got your target audience assembled in your list of email subscribers. They’re all interested enough to grant you regular space in their inbox. Show ‘em what you got.

Question from Neha M.

My question is based on Trafcom News Podcast 82: Five tips for podcasting success. Apart from the niche and the use of proper sound recording gear, what does a podcast listener value and look for the most in a podcast? Is the main goal of a podcast simply to speak and take a stand on an issue, hobby or interest?

Quality above all

I’ll start by answering the first part as an avid podcast listener. Most important to me is high-quality content. That’s why I faithfully listen to For Immediate Release: The Hobson and Holtz Report (which I mentioned when I was a guest lecturer in your class). I learn from this podcast, and it makes my time on the treadmill or other torture device fly by quickly. Fortunately, this podcast has excellent production values so it doesn’t strain my ears or my brain.

I do listen to other podcasts in the public relations and communications realm, such as Inside PR, Marketing Over Coffee, Six Pixels of Separation and others. And from time to time I enjoy entertaining podcasts that are not related to work. Check out some of the offerings from CBC and NPR.

But beyond my own tastes in podcasts, my conversations with podcast listeners, and surveys I’ve been involved in, reveal that the majority of podcast consumers are looking for relevant content delivered in a way that’s easy to listen to.

Hobby podcast vs. business podcast

As for the goals of a podcast, I think there’s a big difference between hobby podcasts and podcasts that are produced to meet business goals. If you simply want a platform for sharing your views on your favourite TV show, political party, sports team, vegan recipes or whatever, then you can create a podcast and have a lot of fun with it. You might not be too concerned with listenership. Of course, if your passion shines through and your content is great, you may just find an audience anyway.

The podcasts that I produce for my own consulting practice and for my clients do have a business purpose. They are designed, for example, to demonstrate thought leadership, or showcase expertise, or spark a discussion about an industry topic, or highlight an event, or encourage donations to a cause. In this case, we do set goals for the podcast, and try to measure our success against those goals. And overall, we do want to podcast with passion and create content that our intended audience will consume with enthusiasm.

Let me ask you, Neha: What do you value in a podcast?

The first thing I noticed when started working with this is that the new screen is much easier to read and attractive. It’s also clearer what’s going on with your sitemaps.

The new layout for sitemaps allows you to see in a graph the number of pages you’ve submitted to Google and the number of pages from this list which have been indexed by Google, allowing you to spot both crawling issues and issues with your sitemap files.

There is now also a separation between the types of content you’ve submitted in your sitemaps. This will show you the number of videos, images, and news content you’ve submitted in your sitemaps.

The below image shows Google’s example of the new sitemap screen, which shows these new demonstrations of file types and the new graphs.

You can now also test a sitemap before uploading it, allowing you to make sure your sitemap is in the right format. What this test doesn’t do is allow you to see if there are errors on URLs in your sitemap as these won’t be detected in the simple test, but show up once the sitemap has been submitted and has been crawled by Google.

Another change Google have made is simplifying the “Delete” functionality which now deletes your chosen sitemap from all users’ GWT and not just yours. If you no longer want Google to crawl a sitemap though it’s best to remove it from your server or delete it from the server.

The sitemaps tool in GWT is one I use a lot so it’s worth making sure your sitemap.xml files have been uploaded to this tool and to check them regularly to ensure that there are no issues which could cause issues with your site being crawled or your SEO.

In January of 2012 we were approached to participate in a new and exciting program: Local Paid Inclusion (LPI). We’re offering it directly to local businesses, to chains of businesses, to resellers and through large distribution channels. We have an exclusive agreement to distribute LPI to domain registrars.

Local Paid Inclusion is a Google, Yahoo and Bing official service that is offered as an approved official contracted program in cooperation with those search engines. This is a program supported by the search engines directly – and you can order it here. The search engines do not sell this directly.

According to Miranda, “One source said plans called for the paid listings to be categorized as organic and would not be marked paid, advertising, or sponsored – they would blend seamlessly with organic local listings.”

Naturally, this raised about ten red flags. Yes, ads are taking over the SERPs, but none of the major search engines have ever endorsed paid inclusion in the organic results – it would be a complete 180 from everything they claim to stand for. Secondly, Bruce Clay is an industry veteran, so it raised eyebrows, to say the least, to see him participating in something superficially scammy.

Danny Sullivan was also on the case – reporting that Bing and Google claimed no involvement in any such program.

Twitter was an interesting place to be on Tuesday night – my “Marketers” column in TweetDeck was blowing up with accusations, rants, demands for explanation and apology, as well as a few prudent souls asking that the search community ask questions before casting aspersions.

One of the most vocal detractors was Alan Bleiweiss:

If Local Paid Inclusion Sounds Too Good to Be True, That’s Because It Is

Before long, both Danny and Miranda had updated their stories with statements from all parties supposedly involved – the search engines were all denying involvement, and UBL also released a statement saying there was no such deal in the works:

Universal Business Listing denies any association with articles and news reports about a “paid inclusion” business listing service. The company has made no such announcements or claims, particularly in regards to Google. It has no product announcements pending.

Naturally, everyone was waiting to hear how Bruce Clay would explain this – and he and his staff promised that an explanation was forthcoming. On Feb. 1, he published a statement on local paid inclusion, claiming that they had received “confusing and contradicting” statements from their backend partner (UBL) and taking responsibility for releasing misinformation:

We announced what we believed to be a legitimate program where Bruce Clay, Inc. was going to be one of several distributors of this service. Our understanding of this service was that it impacted the sequence of entries within the Places or local results in search engines. And within that separate area of the results, this service would validate local profiles, assuring those entries would naturally result in appearing higher in the local results.

There was misinterpretation of the information surrounding this service; mainly that it would impact the organic search results, instead of only the local results. We take responsibility for an unclear message being announced in an untimely manner, where specifics of the program were not disclosed and the messaging was jumbled.

Bruce Clay, Inc. also takes responsibility for the early promotion of the service Local Paid Inclusion without taking the extra steps to verify these contracts existed as we understood them. For that, we apologize …

We are currently working to better understand all of the contractual agreements in place, if any, with those search engines regarding this service.

This statement seems to manifest some confusion over the difference between “organic” and “local” results – as Bill Slawski notes in a comment:

Local results are “organic” results and are algorithmically determined. They just come from a different repository than web search results. To sell them to the highest bidder is just as bad as selling web results to the highest bidder.

I can’t even begin to imagine that Google, Yahoo, or Bing would sign off on a service like the one that was described on the Local Paid Inclusion pages, but I would imagine that the FTC would be pretty interested in learning more if they did.

While some commenters thanked Bruce for his honesty, others remained angry. Ben Cook comments:

This post tries to blame their partners and the reporter that broke the story but none of those people were responsible for the obviously false claims made by BCI on the website.

Here’s Rob Woods:

The original claims were either a) an attempt to convince small businesses that there was such a service (i.e. paying for the submission will guarantee top results) when there never was such a service b) a complete misrepresentation by UBL that was given no due diligence, analysis, or even passed through a common sense filter on the BC side. Either way it doesn’t look good.

In short, questions remain about how the service came to be announced before crucial details were finalized and facts were checked. Was a well-known search agency trying to dupe small businesses, or was the agency itself duped by shady business partners?

One thing is clear – SEOs are a suspicious, nosy bunch. There are plenty of unethical “SEO” practitioners out there trying to convince clients they can get them to #1 on Google – and they’re part of the reason that SEO has a reputation for being snake oil. But high-profile companies with connections and visibility in the search marketing industry don’t stand much of a chance trying to get away with less-than-white-hat practices. We’re too self-righteous – and too competitive – for that.

More Web Marketing Highlights

I love this case study by Dan Shure on the Distilled blog – he noticed a funny result for the search “fave” and did some (deep) digging to figure out what brought the page to #1. Long slideshow, but worth it!

Does tiny upstart Pinterest have more of an impact on SEO than Google+? Jared Reed at Pan Galactic thinks so, and he shares an infographic from Monetate with supporting evidence.

Brad Geddes shares eight quick ways to increase your AdWords CTR, including extensions and sitelinks.

Is it possible for an ad campaign to be too successful? Via Ad Age, learn why Priceline is axing its William Shatner campaign.

At SEJ, Neil Patel talks about three important ranking factors that “nobody seems to care about,” like authorship markup.

Here’s your fun for the week – Washington Post interviewed the guy who makes these hilarious pronunciation videos:

The New Year’s resolution is not just a useful way to make a life change. It can also prove to be a valuable resource for upgrading the performance of your business marketing in 2012. It may seem easy to dismiss the New Year’s resolution as an over-popular excuse to set unrealistic ambitions at the start of every year. But this is seriously underestimating its creative potential. The New Year’s resolution also provides a simple, but powerful mechanism for looking back – and forwards.

• Out with the old: Applying the New Year resolution approach can help you identify what hasn’t been working with your marketing. It could also allow you to actively let go of outdated attitudes that have caused you to miss out on some new opportunities.
• Funny New Year resolutions: Getting a little funny with your New Year resolutions could create some interesting marketing results. Try being a little quirky to really get creative about what you could do differently. Is there something you’d really like to achieve, but you just haven’t dared to try it before? Your New Year’s resolutions could help make it a reality in 2012.

Facebook surged to $40 a share, in an auction in which 100,000 shares traded hands. There were signs this was going to be big, as the stock reached $35.50 a share in SharesPost trading on January 30, 2012. The fact that the auction closed so high is mind-blowing. The result is a valuation of roughly $94 bn, just under the high end of Facebook’s rumored IPO valuation range ($75 bn to $100 bn). Also, this is far higher than the $35 price reached in SharesPost trading on July 19, 2007 – after which it dipped.

Get historical Facebook pricing information on SharesPost now >>

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Source: email

Telemarketing. Is yours transforming strangers into potential customers – or merely putting strangers off your product or service? The results could make a big difference to your sales levels and overall business performance. There are some important ways to manage the process of winning people over with your approach – whether you use professional telemarketing services or do it yourself. So how do you apply telemarketing so that it converts strangers into potential customers?

Get to know them first:

Use an inbound marketing approach to gain up to date intelligence on your prospects – instead of using outdated lists. Inbound marketing gives you advanced analytics that show you the entire customer journey from first touch to first sale and well beyond.

See what interests them:

Inbound marketing technology also supports your approach with a leads dashboard showing potential new customers at individual level, plus lead scoring technology to prioritise who you contact first. So instead of phoning up cold with little or no information, you have intelligence that gives you clear insight into each prospect.

Understand what matters to them:

You can also use inbound marketing to help segment the people you want to reach – into different industries, interests and other categories, all helping to make your approach more targeted.

How do I participate in Wahooly?

If you pre-registered you should have received an e-mail yesterday to log-in through a link. As with most launches it is a bit buggy, so prepare your patience. You can go to the Wahooly and register if you didn’t pre-register. It appears to be open enrollment. After logging in you’ll see a Dashboard page. Initially this does not show you much, but once you join a start-up the info will reside on this page. You can then go and join the start-ups of your liking. There are currently three available to join in addition to Wahooly. The three are: Cull TV, Tweet TV, and Valu Valu.

So how does Wahooly work?

You become an owner of the start-ups you join. Wahooly has worked out a deal with each company and owns 4-6%. There is a cap of 5000 users per each start-up. Those 5000 users make up the 4-6%, but each user would not be paid equally. There is point system involved that determines your stake. You earn points through activity which includes feedback, engagement in start-up services, and sharing influence. Once a member has become part of a start-up they are tracked on three variables: value of feedback, level of activity, and result of influence.

How are members compensated?

Members will be paid in cash based on the success of startup at the time an “event” occurs.

Users are paid when one of the following “events” takes place:
1. Start-Up is sold (Change in control of 51% +)
2. Start-Up goes Public
3. Start-Up purchases back their shares

Listen, failure rates of startups are very high. While you’re not investing money, you’re investing your time. You must maintain a level of activity to maintain your position. Don’t start house shopping in Aruba just quite yet. This is an unique opportunity to be a part of a start-up in what I would say is a Marketing role. If you’re a start-up you give a small percentage of your company to have up to 5000 people share ideas and market your service. In theory, there should be more promotion and brand awareness created from the user base than what would otherwise be generated by the start-up. One of main concerns would be users getting restless as an “event” may take years to develop, if it occurs at all. There are no guarantees.

So what do you think of the concept? Is this a platform that you’re interested in joining?

I’ve viewed hundreds of solid blog posts, and I’m always shocked on how many have little or no shares and no comments. They are not getting the exposure that their writing deserves. Are you getting the exposure you deserve? If not, you have to take it upon yourself to bring readers to your blog.

Facebook Groups: There are Facebook Groups out there where it’s all about sharing and reciprocation. Many FB groups are about helping each other. I’m sure many of you reading aren’t even aware of these groups. They work. If you’re interested in joining a FB group, ping me or leave comment. I’ll be happy to assist and get you started.

StumbleUpon: Yes, I wrote a post a few weeks ago dedicated to StumbleUpon. Maybe if you keep seeing the name, you’ll jump on board and take advantage of the traffic SU can bring to your blog. I’ve had over 2K visits from StumbleUpon in January, and average time on site was 1:32. Even from past posts, I’m still getting traffic daily from SU. These articles stay in StumbleUpon, and do not go off to pasture immediately. Please do yourself a favor and join SU today. The traffic is waiting for you.

Triberr: Bloggers helping Bloggers. Triberr is a fantastic way to get readers to find your blog. While Triberr was by “invitation only” last year, it is now open to all. Triberr is a community where you share posts with other bloggers in your tribe. These posts are sent out with a link through Twitter. A general rule of thumb is to have at least 500 Twitter followers. If you’re serious about your blog and gaining traffic, Triberr is a must. If you blog about Social Media, Technology, or Marketing and are interested in Triberr please let me know.

Empire Avenue: While Empire Avenue isn’t for everyone, if you do decide to register there are communities and missions within EA which are very helpful to bringing readers to your blog. Empire is a Social Network where you buy and sell other players in a virtual stock market. Your Social Media activity influences your score. Empire requires a fair amount time the first 4-6 months as you build up your portfolio.

Share Buttons: I see many blogs that only have Facebook and Twitter share buttons. I highly suggest at minimum you have the following: Facebook, Twitter, Google +, StumbleUpon, and LinkedIn. Other share buttons to think about adding are: Digg, Buffer, Reddit, and Pinterest. Yes, there is a Pinterest share button now available. Update your site, and make it easier for your readers to share to their networks.

Comment on other Blogs: I understand it takes time to read a blog and then put a couple of sentences together, but most appreciate it and will reciprocate at some point. Do not comment with “nice post” or “nice article” and nothing else. That tells me you probably didn’t read a word, and are just leaving a message to leave a message. Start commenting on a few blogs a week to start. Inevitably you’ll be learning something new by reading the blog, and commenting is good practice that will help you get comments in return.

Keywords: Keywords can take on a life of their own, but at least try to come up with some Keywords that aren’t so highly competitive that you’ll have a good shot of landing on page 1 in Google. Social Media is a highly competitive keyword and is not a good choice for most of us, but think niche and chances are your work will show up in some organic searches.

Having a nice new shiny car is fantastic, but if you don’t put gas in the car it’s pretty useless. Go out there and put some gas in your blog.

According to the Shareaholic study that CNET references, Facebook drives 26.4 percent of the referral traffic on the web, followed by StumbleUpon, a distant second at 5.07 percent. Pinterest is now in third, at 2.5 percent. This is up from a 0.17 percent share of referred traffic only six months ago. And, it has jumped ahead of Reddit, MySpace et al, despite being invitation only.

Interestingly, Pinterest isn’t far behind Google and Twitter, which have 3.62 percent and 3.61 percent of the referred traffic market, respectively.

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Source: CNET

Photo: Pinterest

Historically, Brazil has been a tough nut to crack for the top social media companies. Facebook still sees it as a growth market, as revealed in its S-1 this week, and it is finally starting to make inroads. Now, Twitter is doing so, as well. According to Digital Trends, the microblogging service now has 33.3 mn users in Brazil, out of 383 mn accounts open. Thirty-eight percent of accounts created are in the US (107.7 mn), and Brazil is in the #2 spot. Japan is Twitter’s third market, with 29.9 mn accounts, and the UK is in fourth with 23.8 mn.

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Source: Digital Trends

Photo: ideagirlmedia via Flickr

Foresight Energy Partners filed for a $100 mn IPO. The energy company plans to list on NYSE and trade under the symbol FELP. Other details have yet to be revealed, including Foresight’s underwriters. We’ll provide more details as they become available.

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Source: Renaissance Capital

But in truth, certain three-character strings will also be prohibited, because they too conflict with certain country codes. In the New gTLD Applicant Guidebook, Module 2, Section 2.2.1.4.1, ICANN discusses the “treatment of country or territory names.” Specifically, it says, “Applications for strings that are country or territory names will not be approved,” and goes on to list what qualifies as a country or territory name. That list includes the International Organization for Standardization’s ISO 3166-1 alpha-3 codes. There are over 250, so we encourage readers to click on the link to view the full list.

It turns out, this stipulation will prevent certain brand owners from applying for their .BRAND gTLDs. USA Networks, obviously, will not be allowed to apply for .USA. Neither MAC Cosmetics or Apple, nor electronics manufacturer RCA, will be allowed to apply for .MAC or .RCA. “MAC” is the ISO 3166-1 alpha-3 code for Macao, and “RCA” is the indeterminately reserved code for the Central African Republic. Similarly, .AIA is off-limits for AIA Insurance because it is the code for Anguilla.

Certain generic three-character words will also be prohibited: we won’t see Victoria’s Secret going after .BRA, as it’s the code for Brazil. Nor will we see Smucker’s pursuing .JAM or Diageo going after .GIN for its Tanqueray brand; those strings correspond to Jamaica and Guinea, respectively.

So what’s a brand to do if its name is a three-character ISO 3166-1 alpha-3 string and it still wants to apply for a new gTLD? We advise exploring the option of generic, category-term, or aspirational gTLDs. Alternatively, they can lookinto applying for longer versions of their brand names, such as .MACCOSMETICS and .RCAELECTRONICS.

While the list of speakers is ever-growing, the current list includes:

• Chris Brogan, President, Human Business Works
• Scott Monty, Global Media & Comms, Ford
• Bruce Daisley, UK Sales Director, Twitter
• Omid Ashtari, Director of Business Development, Europe, FourSquare
• Joshua Graff, Director, Marketing Solutions EMEA, LinkedIn
• Ben Watson, VP Marketing, HootSuite
• Debbie Weinstein, Senior Director, Global Media Innovation, Unilever
• Kevin Mathers, Head of Media Solutions, Google
• Lisa Walker, Head of Digital Marketing Communications, HSBC
• Lars Silberbauer, Head of Social Media, LEGO Group
• Kristen French, Head of Digital and Social Media, EDF Energy
• Matt McAlister, Director of Digital Strategy, Guardian Media Group
• Nick Jones, Head of Digital at Number 10 & Director of Interactive Services at COI
• Diana Plazas, Online Marketing Director, Doubletree – Hilton Hotels Corporation

A full list of speakers is available on Social Media World Forum Europe’s web site.

These speakers will be contributing to an exciting array of conference tracks. These structured tracks include Social Media, Social TV, Social Shopping, Social Business, and Mobile Marketing. In addition, there will also be a Marketing Tech track that is free as part of the exhibition.

Where can you register for Social Media World Forum Europe?

You can register for the event on the Social Media World Forum Europe site. Early bird discounts are available through February 29, 2012.

Keeping up with SMWF Europe

Keep up with the SMWF Europe blog and Twitter account for more news about Social Media World Forum Europe.

Watch the game with the polar bears, live!

Coke has come up with a fun marketing plan for Super Bowl Sunday. Their popular Coke Polar Bears will be watching the Super Bowl and commenting on plays and reacting to fans’ comments in real-time.

Whether you choose to watch on your smartphone or visit the microsite www.PolarBearBowl.com, you’ll see the bears engaging with viewers, reacting to plays (one bear is rooting for the New England Patriots, while the other is for the New York Giants) and you might even see a touchdown dance or two.

Fans will also be able to pass along videos of the bears reacting to commercials and plays during the game to help drive the social sharing aspect of Coke’s Super Bowl promotion.

Coke is asking football fans to RSVP for their Polar Bowl by visiting their Facebook page. Coke says, “For each RSVP, Coca-Cola will donate $1 to World Wildlife Fund to help polar bears and their Arctic home.”

“The Coke Polar Bowl is an entertaining and unique way for Coke to engage in interactive marketing, plus the fact that they’re also donating to charity should help ensure their success,” said Bryan Laurienti, lead graphic designer at BBB Systems.

Will you be watching the Coke Polar Bowl on Super Bowl Sunday?