Jeff Korhan

Game Changers

Tony Hawk

This morning I read this New York Times article about Tony Hawk, a man who transformed skateboarding into a legitimate sport.  After reading just a few paragraphs, you get the idea that success was merely the by-product of Tony's career path.  More important is that he followed the path he believed in.

Sean Payton

This evening I watched the Super Bowl and realized, once again, that if you believe in what you are doing, and you act on those instincts, you indeed can be game changer.  I doubt that it works all of the time, but it did this time for Sean Payton and the New Orleans Saints. 

Here's what Coach Payton did:  

In the first half, instead of settling for a field goal on 4th down, he went for the touchdown.  And he failed.  But he sent a message to his team that he came to win.

He started the second half with a successful on-side kick,which led to a touchdown. This may have been THE game changer.

Then he went for two points after the next touchdown.  He succeeded again after the initial ruling was reversed.

And as we all know, the Saints won the game.  They are officially the Champions of the 44th Superbowl. 

You

What does this have to do with marketing a small business like yours?   Virtually every small business owner secretly has a dream about being a game changer, whether they admit it or not.  This is why fans like us are loyal.  We see ourselves in those that succeed.  

You may not succeed in being a game changer, but you still have to go for it.  At the very least, you will dramatically increase your odds of building a successful company that serves a loyal customer base - your fans.

I hope these two examples will inspire you as much as they did me.  But inspiration isn't enough.  That's what others do for you.  You still need aspirations.  And there's only one place you will find them. 

And that is exactly why they can make you a game changer.

Photo Credit:  Maitri

Back-Up Your Blog

Or risk losing thousands of hours of inspiration, perspiration, and motivation.

Today I deleted two blogs.  It was tough to do this because these blogs were my foray into the world of blogging.  However, both were specific to my landscape business, which I sold two years ago next week.  And while I extensively speak and consult to the green industry, from a subject matter standpoint, this blog is where my focus is.

Deleting those blogs was just as easy as deleting a document.  One push to get to the "Are you sure?" level, and then one more to get rid of them forever.  I did the same with the RSS feeds at Feedburner, which was equally scary.  Why? 

I just wanted to be absolutely certain that this blog - jeffkorhan.com, is here for as long as I'm on this planet, and maybe longer.  So, that got me thinking about safeguarding my inspiration and hard work.  After all, this blog is my legacy of hard work.

Back It Up

Do yourself a favor - back up your blog.  And then back that back-up to the cloud.  I personally find Jungledisk to be a joy to use.  Unlike other Web based back-up services such as Mozy, Jungledisk is a virtual hard-drive.  This means you get your data back within minutes.  With Mozy and others like it, plan on approximately 4 hours or more.  That just isn't acceptable if I have a crisis just before a presentation.

WordPress Back-Up

Sometime soon I am going to write a post that will give an objective side-by-side comparison of the blogging platform I use and recommend, which is TypePad, and the other one with legions of fans - WordPress.  I use both now, as I'm a guest blogger on several WordPress platforms.  I will write that post after I build a WordPress blog next week, which will allow me to objectively compare with the dozens of TypePad blogs I've built.

Let's first look at the method for backing up a WordPress blog.  (Click on both images to enlarge.)

This is step one of approximately ten necessary steps.  While it is laid out very clearly, you can see from the sidebar that you will still have to answer questions related to SQL, plug-ins, and things like that.  If you don't know what those are, then you get my point.   

Most important is what is written at the top of this screenshot.  "It is strongly recommended you back-up your blog at regular intervals and before an upgrade."  As you can imagine, you can actually lose all of your data when making an upgrade to your Wordpress blog, which is something you have to do to stay ahead of viruses and the like.

I covered this in detail after Mashable broke a trending story on a WordPress virus last year.  Here's my post recommending Wordpress users take action.

TypePad Back-Up

As you may have surmised, I prefer TypePad.  I don't have to worry about upgrades or viruses.  TypePad takes care of that.  Better yet, the procedure for backing up your TypePad blog is extremely simple. 

You push one button and that's it!  You are presented with a .txt file that you then save to your hard drive.  As long as you do that every now and then, Jungledisk automatically takes care of the rest. 

 
Furthermore, you can see it is also a simple matter to import your blog to TypePad.  If you decide to do so, please click on the banner on the bottom of the center blue column of this blog to get a free 14 day Typepad trial.  Yes, I get a commission if you sign up.

I suppose that is my reward for recommending a blog platform that will make your blogging life a little easier --

And safer.

What Social Media can Learn from Television

Television and social media are two mediums that share some remarkable similarities, and at least one major difference.  Looking back at the evolution of the television networks may give you some insights into where the social media networks are going, and how you can plan now for the inevitable.

Free Never Lasts

In the '50's and '60's, the early days of television, everything was free.   Advertisers paid for the programming that you received for free.  Then, in the '70's, cable television gained greater acceptance.  There was no advertising, but you had to pay for the programming.  And we all gladly paid for it because it was a dream to be able to watch commercial-free programming. 

We are still in the stage of free programming with the social media networks. However, there is a shift in the social media winds that tells me we cannot expect this party to last forever.  We are already seeing Rupert Murdoch pushing back on free access to The Wall Street Journal and the New York Times.   These are the pure news sites. But don't be surprised if some entertainment sites such as ESPN.com follow suit.

What about the social sites that provide you with news, entertainment, and education.  These include monsters like Facebook, YouTube, and even Twitter.  Do you think they are going to be free forever?  I don't.  The better they get, the more likely there will be a charge to use their service. 

Facebook now has 400 million users.  Let's say they start charging $1/month - and in the process lose 50% of their user base - which is unlikely.  They just picked up $200,000,000/month, or 2.4 BILLION dollars a year.  You have to see that coming, don't you think?

The People Difference

Social media is quickly becoming the medium of choice for many of us.  The news is better, the entertainment is better, and the flexibility is better.  Television is very inflexible.  It's one feed that you cannot adjust.  You can only turn it off or on, like an RSS feed.  And depending upon how deep your pockets are, you have only so many channels you can switch to.

Human beings love interaction, connectivity, and engagement.  For this reason, I believe some of the social media networks will be able to pull off much more than the television networks were able to. Nevertheless, it is a slippery slope to start charging for what has "traditionally" been free. 

I keep coming back to the human connection that social media gives us.  That's powerful, and I believe will be the critical factor in how the social media networks charge for their services.  You should consider the same.  You should think about what you plan to give away and what you should (or can) charge for.  Even if you never charge, this is a good exercise to get a better handle on your true value.

I guarantee you that the investors in the social networks are searching for lessons from television.  Look at your own behavior.  When the programming on TV sucks, don't you jump on Facebook or Twitter?  Social media is a powerful medium.  It gives us choices we didn't have before, and that raises its value. 

And You

Will you start charging for readership of your blog?  Let me rephrase that.  Would you like to get paid for the wisdom and hard work that goes into building a blog that delivers value to your readers?  Or is it better to repurpose that information into other formats that you can profit from?

I subscribe to about 20 blogs that I receive a great deal of value - and enjoyment from.  The more traditional looking they become, and the larger that subscriber base gets, the more I suspect they will start mining that subscriber base.  And those massive numbers are what will make this possible, because that will allow them to charge a reasonable rate that will still generate some serious income.

As for the rest of us, we'll have to continue making our income elsewhere. 

For me, my work as a professional speaker is my paid-for-programming.  And just like the better social networks, my speaking is part news, part entertainment, and part education, which is one reason I get paid for it.  Another reason is it is extremely targeted for a specific audience.

Nevertheless, be advised that the major players in the social networks are sending signals that they will soon be getting serious about monetizing. 

Just in case, maybe you should consider how you can do the same.

If you have enjoyed this post, consider pushing it to your networks, subscribing to the feed, or leaving an interesting comment.

Photo Credit:  Luke Redmond

People and Business Systems

The right mix of these two ingredients is how you make social media work for your business.

People

People are arguably the main ingredient of any business.  This includes your customers, employees, vendors, and other partners that help you take care of those customers.  Without the right ones, it is tough to sustain a profitable business.  The right people are vital to the success of any business, and that naturally extends to the social media marketing of your business.

An Extension of Your Business

When you begin to think of social media as an extension of your business, it becomes easier to get the pieces into place to achieve the results you are seeking.   Anyone who has operated a small business for a period of time knows you always get more done with people you agree with in principle.  Talented superstars can make great contributions, but they often have a low tolerance for working with a team.

The Right People

While it may be beneficial to be friends with some of the social media celebrities, and thousands of people you hardly know, I will bet money that you will do more for your business if you focus on regular people like yourself that you can actually work with.  This is your team.

Business Systems

Your Team

While people are responsible for getting results, business systems help get those results consistently.  I love systems, but I learned the hard way that they need to be flexible if they are going to work well for the entire team.

Take an assessment of your most highly valued team members.  Are you running too fast or not leading strongly enough for others?  If your systems are counterproductive to the efforts of your social media network, you may wish to reconsider your approach.

A Social Media Viewpoint

We are still in uncharted waters with social media, a marketing medium that has turned the business world upside down in many ways.   There are many paradoxes associated with this platform.  For this reason, I'm going to suggest you consider looking at it from multiple perspectives before trying the next shiny new technology, as many are characterizing the latest 'gotta have (or do)' in social media.

Just as I would take at least two views of a putt I really needed to sink to win a golf match, I like to look at my social media marketing from a viewpoint that is both with the crowd - and without them.  It is then much easier to choose the best approach for me.

Here's an example.  When Twitter was young and many people thought the whole idea of communicating in short, rapid-fire bursts was bordering on the ridiculous, I was intrigued.  I wondered if they were missing something.  So I gave it a test drive that proved to be extremely productive.   The majority was only looking at it from one angle.

Now is Now

This brings us to today.   We are settling into social media.  We know what a blog is, and if you read my post from yesterday, you have more than enough reasons to blog.  The same goes for the social networks.

The Merge

What's next?  It's time to stop looking at social media like an alien, because it's nothing to be afraid of.  It's time to get up close and take a practical look at what it really is.

An extension of your business that should be treated like all of the other ingredients. 

Thanks to my green industry friend Steve Hoogenakker for the conversation today that inspired this post.

Photo Credit:  emeryc

21 Reasons to Blog

1. 1.To build a hub for your social media presence.  Everyone needs a home, and your blog can be your home on the Web.  From a social media perspective this is where I live.  This is my foundation where ideas grow into something worth sharing on the other networks - and offline.
   
2. To get found on the Web.  This may be the most common business reason for blogging.  Active blogs create relevant information that gets indexed, and that builds links, which builds the Web presence of the blog and those sites it points to.
3. To strengthen your marketing messages.  Blogging makes you a better communicator.  And in many instances, it does this by helping you communicate more concisely.
4. To provide tips and advice that help your community of fans and customers.  If you enter your business specialty into a Google search, it will give you a prioritized drop-down list of what people are searching for that relates to that term.  9 times out of 10 times they are looking for tips and advice.  Do this well, and your credibility skyrockets.
5. To test new ideas.   Why not test the waters before making an investment of time and money into a new project.  I did this recently to see if my readers were interested in a series that explored common small business marketing challenges.
6. To show off.  Your community likes to see you succeed.  Just be cool  about it.
7. To rave about the good works of others.  Seth Godin does a nice job with this.  He recently shared an excellent eBook on the psychology and art of pricing.
8. To help with a good cause.  Geez. I don't even know the guy, but again, Seth Godin recently did a nice job or raising several hundred thousand dollars for a good cause through the launch of his new book, Linchpin.
9. To entertain.  I'm not good at this at all, but here is one post about social media callbacks where I got lucky.
10. To celebrate or make an announcement.  Everyone enjoys a great success story!
11. To challenge.  Oh, believe me, I have wanted to write many posts like this.   I just recently let the string out when I wrote about why small businesses are confused about social media.
12. To apologize.  Social media is a platform that amplifies.  I've had to apologize on Facebook, but not here .... yet. :)
13. To unite a community.  First, it helps if your community is actively commenting on your blog.  When this happens, the energy is ripe for change.
14. To share.  How can you help your market, your community, to do more of what it wants to do?
15. To clarify or respond to a question.  When you solve a problem for one customer, why not post it for others to benefit from.  I like this reason a lot.
16. To collaborate.  The easiest way to do this is to leave a call to action at the close of your post to encourage comments.  I tend to highlight it in color to make it more noticeable.
17. To give a new perspective.   Try to do this without it being all about you, but more about being of service to the community.
18. To rant.  I don't recommend this, but it is still a popular use for a blog.  You decide.
19. To promote or sell.  This should be limited to less than 5% of your posts - maybe a lot less.  If your product or service is truly a good value and will help your readers, then go ahead.  This is how I feel about my CD: Strategic Social Media Marketing for Entrepreneurs.  It's a great overview that I carefully scripted and studio-recorded for those just getting started with this platform.
20. To document your business legacy.  I implore you to get started blogging if you haven't, for no other reason than to document your decades of wisdom and experience.  New prospects will often see their situation in your real life examples.  Here's a post I kicked of 2010 with to show how to do this to grow your business.
21. Because you can.  If you have a gift for communicating, then you should use it.  How do you know?  You just do.

How about adding to this list by leaving a comment to share your reasons for blogging?

The Simplest Social Media Strategy

involves the application of two skills: Attention and Intention.

Attention

Are you noticing any changes in the social networks?  I am.  I'm noticing that it is very quiet on Twitter.  This may seem like an odd thing to say because the number of people using Twitter it is huge.  However, unlike when it was young, Twitter is becoming so crowded with business messages looking to go viral that there is very little conversation. 

You can notice a lot if you use your attention.  Then you can adjust your strategy, and possibly put more effort into other networks.  That conversation on the early Twitter is exactly why I was able to achieve what I did back then. 

Now I'm giving more thought to LinkedIn.  This is where I recommend anyone new to social media should get started.  Although, I have to admit I haven't used it much over the years.  Lately, however, the functionality of LinkedIn has improved, and I'm finding more ways to engage with like-minded colleagues.

Look around and experiment a little.  I'm thinking of starting a LinkedIn group to work in conjunction with a new series with this blog on the small business challenges that many of us share.  I'm still not quite sure how I can be most effective, so I'm keeping my attention on it, with the intention of making it work.

Intention

When you make a commitment to accomplish a result, and you stick to your commitments, two things happen.  First, you tend to achieve your objective.  But more importantly, you tend to grow, which makes the next goal that much easier.

Whether you are here to learn, to help a community, or to build a business, or like me - all three, then you have to be willing to do the work.  And that is where we are going.

My belief is we are now entering a period where the social media networks are seeing a shift towards achieving practical results.  The more clear you are about what you wish to accomplish, the more likely the effort you make will connect you with those that you should be working with.

These are exciting times for anyone that is active with social media.  Many of us have worked through the various forms of technology to achieve a comfort level.  We now have our favorites tools.  We've settled in with the technology.  Now is the time to use those skills to be productive.

The logical question is this:  Why are you here?

I know that I am committed to helping other entrepreneurs and small businesses use this amazing platform to build a business that is stronger and more sustainable.  How I will do that will evolve over time and get better as long as I am doing two things:

1.  Paying attention to the what people in the small business communities want to do.

2.  Having the intention to apply my abilities to make it happen for them.

This simple two-step strategy can work for anyone.

And I love simple!

How about you?

Photo Credit:  Caro's Lines

How to Use Google Reader with iGoogle

This post will show you how to use Google Reader to easily manage multiple subscriptions to blogs or other news sites.   

I have come to learn through my consulting work with small businesses that using a blog reader is not necessarily common knowledge.  And having struggled with it myself, I can understand why.  Like anything else, it's easy once you understand how. 

You can read the details below, or watch the two videos.  The first video is a comprehensive overview, while the much shorter second video is specific to just subscribing a blog to a reader.

 

Google Reader vs Email Updates

Just about everyone understands how to subscribe to email updates of blogs like this one.  However, if you subscribe to more than a few, you are held hostage by those emails that crowd your inbox.  Like so many eNewsletters, your subscriptions become a form of interruption marketing, which encourages you to opt-out.

Using a reader allows you to get the news at the time and frequency of your choice by subscribing to the RSS feed, as opposed to feeling compelled to open an email, which is another subscription.  The reader puts you in control.  It also saves you clicks, as you will see from the video.  With a reader, you may open 10 of of the 20 posts you have just received, and then only read just the 4 or 5 that seem interesting.  Then you can delete all 20 with one click.  Poof!  

How It Works

First of all, there are other readers besides Google's, but most of us heavy users prefer it for its simplicity.  To get started you need a gmail address.  Then just search for Google Reader and set it up.  Many blogs will have a link like this on the homepage: Subscribe to This Feed.  You can click on that to subscribe to the blog's RSS feed, or simply go to the browser window and click on the orange chicklet, which is often easier to locate.  It looks like this:When you click on the chicklet, it will offer two options:  Add to Google Homepage or Add to Google Reader.  Choose Reader.

The Latest Feature:  Here's what has just been added as a capability.  In the upper left hand corner of your Google Reader you will see the button for "Add a Subscription."  I use this to read my local newspaper.  You can use it to stay current with any website that doesn't give you an RSS feed.  You just create your own by entering the url in that subscription box. 

iGoogle

After you subscribe to a few blogs, your reader gets to be a mess.  This is where iGoogle comes in handy to streamline everything, while also helping you manage other web web content.  My iGoogle interface includes my Google Reader, the Google Calendar that I use to remind me when to pay bills, along with a few widgets like espn.com, and of course jeffkorhan.com - this blog.  iGoogle is set as my homepage, which serves as a reminder to check my reader for updates.

iPhone

If you have an iPhone, get the Google Mobile App to get all of this functionality, and more.   Once it is downloaded and your settings updated, the apps button at the bottom will take you to your Google Reader.

That's all there is to it.  Simple.

Now you know how to subscribe to any blog to get regular updates.

If you are getting value from this blog, why not start by subscribing to this one? 

Markets Do Not Like Heavy Hands

In fact, they will fight your heavy-handed tactics with all their might.

No Take-Backs

Once a condition is introduced to a market, it cannot be taken back - not easily, anyway.   One example is airlines that charge for an extra piece of luggage.  Passengers are discovering creative ways to resist.  One innovative tactic that is working is to gate-check your bag.  Not only does it avoid the charge, but it's usually one of the first bags to be unloaded.  Imagine that!

Southwest Airlines evidently understands the psychology of the markets, and is therefore embracing what everyone has come to expect.  Between you and me, they have inched up their airfares, but that is acceptable behavior.  Taking back what has always been part of the deal is just not cool, so by not doing so, Southwest is adeptly positioned as cool.

We Call The Shots

What inspired this post is Macmillan Publishers' decision to charge you and me essentially the same price for an eBook as the printed version.  Does this make sense?  Of course not.  We may not be publishing experts, but we intuitively understand the cost of an eBook is pretty close to zero.  An eBook is like computer software.  And look at all of the useful software that is absolutely free.

So, why is Macmillan doing this?  Because they can.  They are telling the markets that they are in charge.  Yet, the markets will have their say.  They will call the shots.  The truth is this is a complex game that involves not just traditional publishers, but also players such as Amazon and Apple, who also have a stake in this.  It's a classic confrontation between the old model and the new one. 

Social Media Rules Apply

You can learn from this.  A variety of conditions are creating an economy that is more about people than companies.  And the companies that stand strong and ignore what the markets are saying are challenging this shift.  You can learn from this by evaluating your marketing messages.  Here's the question your customers may be considering:  Are You Asking Us or Telling Us?

Any parent knows you can get a child to do more of what you want them to do if you make it their idea.  Or you just can make them do it and endure a lot of kicking and screaming.  Let's face it - there is still plenty of child left in most of us, but we are adult children.  We want to have our way, and as adults, we will figure out how to get it. 

The Relationship Economy

You cannot expect customers to be raving fans if you do not listen to them.  And as long as you are listening, why not engage with them.  Find ways to collaborate with your customers and you will find ways to make money in this or any other economy.   Publish your views in your blog and encourage feedback.  Eavesdrop on Twitter.  And above all else, pay attention to what your friends are saying on Facebook and other social media sites.

You can learn a great deal from a hands-on approach.

Especially if you apply a light touch.

Photo Credit:  Needoptic

Blog Clues That Get You Hired or Fired

During the commentary of the NFC Championship game between the Vikings and the Saints, it was mentioned that Brett Favre's greatest gift is his ability to read defenses.  He has seen so much action that he is able to identify clues less experienced quarterbacks might overlook. 

The readers of your blog are using their experience in the same way - to either hire you, or fire you.

Your Blog is Not Your Website

When customers are strolling through your blog they are sizing you up.  They are reading your blog like a quarterback reads defenses - looking for proof you can get the job done.  And that is where many bloggers focus their efforts - telling everyone how good they.  Unfortunately, that objective is better handled with your website.

Your blog is not your website!  It's focus is deeper and more personal.  Your blog is a window to those down and dirty clues that aren't readily apparent within a polished website.  Your customers are using this less formal and conversational venue to study you, just as Favre studies defenses.  And like him, it all happens in a few seconds.  What are they looking for?

Proof You Have Been There

Anyone who is looking to hire you wants some assurance that you have been there - a lot.   And they get their answer not from your core message, but from the insignificant and seemingly innocuous details that some will overlook. 

For example, have you seen testimonials from people that don't really exist, such as "Robert F. from Peoria," or worse, "satisfied customer?"  If these are the best testimonials you've got, then you haven't been there, and a buyer with Favre-like experience just saw right through your smoke-screen.   You need verifiable names, job titles, and the organizations they represent.

If the breadth or depth of your experience is thin, then it is.  Just give fewer details, because the more you reveal, the more you disclose your inexperience.  Now if you happen to have a lot of experience, don't overdue it.  If you really have been there, then you don't need to give your full and complete client list.  This is another danger signal.  Trying too hard to prove you've been there is a clue that maybe you haven't.

Explain How You Can Be Hired

Your blog should have a place where you describe your process for getting results for your ideal customers - so that they can understand how you can do that for them.  The Internet does a great job of educating buyers about process.  If one of your competitors has one, it is logical to assume that you should too.  Your blog should be clear about what you do, who you do it for, how you do it, and how new customers can hire you to get some of it.

Today I updated the Speaking page of JeffKorhan.com - this blog.  While I feel pretty good about it, it could be better, and soon will be.   My next step is to include current and relevant videos so that meeting planners and speaker bureaus can see me in action.  In the meantime, I have acknowledged this, while also giving a date when it will be completed.  This demonstrates that I've been there. 

Your process for getting hired must acknowledge everything that a prospective buyer may logically need, or provide an explanation about why you do things differently.  Being different, and having a valid reason for it, definitely shows you are not following the crowd.  It may even be the best way to show you've been there!

Be Different

In my opinion, the best way to be different is to be focused, because most people aren't.

It is very common to cast a wide net that says you can help anyone.  Resist that temptation and use your blog to comment on who you have really helped and how, even if it has been just a few customers.  You will then attract more like them.  Before long, you'll have a solid base of experience to talk about, along with valid clues that prove you have been there.

It comes down to this.  Your blog either leaves clues that get you hired, or that get you fired.  These days the playing field is crowded and the competition is fierce.  Authenticity is something that works for you or against you.  When in doubt, leave it out.

For the record, I am not necessarily a Brett Favre fan.

I'm just a fan of experience.

Besides, I live in Naperville, Il, the hometown of Sean Payton, who also had a brief coaching stint at my alma mater, Miami University.  Needless to say, I'm backing the Saints in the Superbowl. :)

Photo Credit:  !borghetti

Small Business Marketing Talk

"If I had known back then what I do now, I never would have started this business."

This is a true statement, and something I used to say from time to time during the 20 years I operated my landscape contracting business. It's something you tend to say when you are experiencing one of the thousands of challenges that are part of the the fabric of small business culture.  

Then there are those times when you pat yourself on the back for doing something incredibly naive that resulted in a success.

I have just as many of those to share with you as I do regrets.  And I am sure you have experienced the same or more with your business.  This is how we learn, and usually by sharing those experiences with our industry peers.  This got me to thinking.

I cannot think of a better forum for sharing tips, insights, and lessons learned than a blog - like this blog! 

Announcing A New Idea

So, I am starting a series to focus on sharing some of these insights:  Small Business Marketing Talk.

I've decided to cast a wider net to include the entire topic of marketing.   Heck, I may even include a few scenarios that pertain to marketing's first cousin, which of course is sales.  And don't be surprised if we have some interviews with other small business, marketing, or social media pros. 

You be the judge.  I'll give this a try.  If it doesn't get a favorable response, I'll consider it another lesson learned and move on.   It certainly won't be my first failure.  Let's just say that I'm steadily gaining on Thomas Edison. ha, ha.

I'm open to suggestions - about everything.  Tell me what you would like to talk about.  Suggest a format.  Recommend a better name for this perennial series.  I'm thinking this may be a great way for me to get back to recording videos again.  Maybe this could be a weekly event.  What do you think?

You know the drill, just leave a comment below.

Taking a Test Drive

As long as you are here, I may as well share something of value on marketing, and more specifically, the topic of social media marketing.

The Name Game

It has been a sport to invent monikers that help us to be edgier, more unique, more professional, and yes, more of an expert while we are strolling through the social media networks.  That was then.  Now is now, and I really believe you will want to discontinue using appended name descriptors such as expert, maven, and guru.  They just don't fit anymore.

These cute little naming tactics do one thing only - they identify you as an amateur or novice.  But Jeff, you say, weren't you the Green Marketing Guru for a while.  Indeed I was, and I have come to regret that hour at Starbucks when my friend talked me into it.  All I can do is learn and move on.

Personal

The social media platform continues to drive a social economy that is more about people than brands.  Your greatest asset, now more than ever, is your name.  I don't care how strange or common your name is, it is what separates you from the herd. 

 
Seth Godin notes in his new book, Linchpin (affiliate link above), that we all have to be more of who we are, and less of who we have been trained, educated, and conditioned to be.  He calls this being an artist.   In my world, I call this being a small business owner.  There is an art to that.

So here's the question: 

What is the name you want attached to your art? 

Photo Credit:  Vasta

Your Favorite Social Media Channel

is the one that will yield your greatest social media ROI.

Marketing Style

If you have been reading this blog for the past year or so, you know I consider your blog to be the center of your social media universe.  This is where you have the largest body of information that speaks favorably about you and your company.  It is where you develop new ideas, and capture those stories that are the legacy of your business.

There are many top bloggers who will agree with me.  We all love to blog, and as a result, we get practical results from our blogs.

That said, I have recently been collaborating with Shawn Doyle, another professional speaker who uses a different approach that works equally well for him.  He uses LinkedIn as his hub, and the strength of his LinkedIn presence is the private group he created to collaborate with others who are interested in motivation and leadership. He calls his group Motivation Nation!

What is interesting about Shawn's LinkedIn group is he can manage the content, just as I manage the content of this blog.  Using different channels, we are both accomplishing our business objectives.  You should consider which channel works best for you and why.  Of course, there are still other channels to consider, such as Facebook and Twitter, which have micro-blogging capabilities much like LinkedIn.  

Blogging is the perfect channel for me because it fits my storytelling style of marketing. However, the ability of a LinkedIn group to connect people with common interests and objectives is working exceptionally well for Shawn.  The point is there is no right or wrong here.  The question is what is right for you and your target audience.

When choosing your favorite social media channel, you should consider your communication style, your audience, and most importantly, where you feel most comfortable investing your time.

I'll be honest, in the early days of Twitter, I really enjoyed using Twitter to collaborate with a wide range of people around the globe.  For that reason, it produced the greatest ROI for me.  As Twitter became more impersonal, I shifted my focus to this blog.

Extending Your Channel

Regardless of where you decide to cast your anchor to establish the hub of your social media presence, you still need to use other social media channels to encourage more people to engage with your community.   Just as your company website can benefit from an active blog that points to it, so can that blog benefit from the cross-connections of Facebook, Twitter, and many other channels.

Professional speakers often talk about meeting the audience where they are.  By that we mean connecting with them on a topic through a relevant mindset.  The mindset on Facebook is clearly more loose and open than it is on LinkedIn. 

And there is no telling what the mindset is on Twitter from day to day, but we know with certainty that it has an incredible reach, and is therefore quite valuable for extending the message that you cultivate within your hub - your favorite social media channel.

I'm really looking forward to sharing the stage with Shawn this summer at a convention where we will work together to help others learn how to apply the respective methods that have worked for us. We may even help them to develop hybrid methods that will work best for them and their community.

When it comes to social networking and marketing, there is not one size that fits all. Find a channel that allows you and your community to best do what they most want to do.

Tuning into that channel is something your will look forward to.

A positive ROI will be the natural result.

Photo Credit:  Leo™

Small Business DNA

You either have it or you don't.

Operating a small business takes a certain mindset.   It's not so much about skills, but how you think.  You need to be intensely interested in learning, and willing to take action.  Most importantly, you must be prepared to do whatever is necessary to ensure the success of your business.   

These qualities of successful small business owners seem to be congruent with the characteristics of the more proficient social media players.  A closer look suggests some of us are hard-wired for social media, just as we are for small business. 

You can distill the small business DNA, and social media hard-wiring down to just a few words:  being interested, inquisitive, and interactive.  Here's the story that inspired this understanding. 

Interested

Entrepreneurs especially, and small business owners too, are always learning.  That's how they keep their edge.  They are naturally interested in other small businesses.  I was thinking of this tonight while I waited for my dinner to be served.  It was guys night out in the Korhan family, so Zak and I went over to MeatHeads for a gourmet burger.  

We placed our order and then sat down while they prepared it.  My mind immediately drifted to sizing up this particular business.  I wondered about the seating.  The seat bottoms are hard wood, but the back cushions of the booths are soft.  Is this a compromise for cleaning and comfort?  The lighting is more like a fine restaurant, so the atmosphere feels right.  I was wondering.

Checking Out the Community

What I was intuitively doing was checking out this particular business to determine what is intentional, what may have been random, and even what could be improved.  This is part of the small business DNA. it can't be helped!

This is no different than what many of us do when listening in on a social media network.  We use our skills of observation.  We are curious, yes - but for a purpose.  We use our observation skills to learn how we can apply what we learn to our situation - to our business, our community, or our other networks. 

Inquisitive

The tab at MeatHeads was a bit under $19 for the two of us.  Is that a fair amount for a freshly made to order burger?  I began to compare with what we would have spent had we ordered a pizza, or possibly gone out for sushi.  You do learn a great deal about something by comparing it to what it isn't. 

This is one way we understand our social networks.  The early success of Twitter was due to the free-form interactivity.   Facebook took notice first, and soon LinkedIn followed suit to a lessor degree.  As you monitor your brand on the social networks,  I would hope you are taking notice of what the leaders are doing that seems to be working for them.

Comparing Businesses and Communities

I also find myself comparing social media businesses, such as Techcrunch and Mashable, especially today with the launch of the iPad.  Mashable was the first to validate its existence, with their bold TRENDING post, which has become a signature of the Mashable brand.

USAToday, however, chronicled Steve Jobs every move by the minute, which proved to be the most complete coverage.  What's interesting is while Mashable has become more CNN-like in their recent approach (with the addition of more writers and expanded coverage),  USAToday pulled an end-around on them and Techcrunch to give the best front-end technology coverage on this piece of news.  It appears the playing field may be changing.  How about yours?

Interactive

We all know you learn the most be getting involved and interacting with other people.  When our food was served, we were greeted by a big smile.  "My name is Jimmy.  If you need anything else, just let me know."  Jimmy greeted everyone like this.  And he smiled the same way when he mopped up.  You could tell he really enjoyed his work.

Engaging with People to Encourage Opportunities

I wanted to say a few words to Jimmy, but I didn't make it a priority.  Bad for me, because I believe I could have learned something.  And this is precisely how the social networks operate.  That stream rolls by, and if we hesitate, we miss the opportunity. 

DNA is one thing, but we are still human.

Photo Credit:  Pascal.Charest

Why Small Businesses Are Confused About Social Media

They are listening to self-described social media experts who have little or no real-world business experience.

The Problem

Seth Godin recently made an interesting comment on his blog about the evolution of technology trends.   Here's what he said:

The early adopters of the technology are the technicians that helped to create it. 

For that technology to stick, somebody has to figure out how to use it to get results.  That's where small business owners enter the picture.  The hallmark of small business owners is their ability to take what is complex and make it practical to achieve results that their customers can benefit from.

Later, in an effort to make the technology even better, bureaucrats and conglomerates eventually step in,  and in the process drive everything that was working into the ground. 

If you doubt this last statement, I have two words for you to consider:  Conan O'Brien.

So don't hesitate.  Get in while the going is good!

Entrepreneurs and Small Business Owners

Entrepreneurs and small business owners are some of the most successful people on this planet because they understand how to make things simple, practical, and profitable.   Yet, for some reason, technology clouds their minds.  They either run from it and miss the opportunity, or embrace it and spend a fortune on misguided technicians who do not understand their business .

Social media marketing is about people, not technology.

The technician may understand the technology exceptionally well, but they frequently do not have the basis for understanding your business.   

The Solution

Small businesses should be looking for social media partners who understand both their business and the social media technology. They should be looking for the same depth of experience that they have developed over the last 20, 30 or 40 years - or more.

When I speak to entrepreneurs on social media marketing, I often hear this:  "Ah, now I get it!"  It is not that I am some kind of social media genius, because there there isn't such a thing.  I just happen to understand two pieces of a simple puzzle: social media marketing and what it takes to operate a small business.

My Recommendation

If you are a small business owner who is looking for help with your social media marketing, here are some capabilities I would recommend you be on the alert for:

1.  Pragmatic experience - Has your suitor helped companies like yours?   Another simple test is examining their blog to determine if they are experienced in their practice.  Does that blog go back a few years, or just a few months;  and has it been consistently updated?  You may be surprised at what you discover.

2.  A knack for simplicity - Can they communicate without jargon?  There is a tendency within social media circles to say what everyone is else is saying - such as "add value."  If you truly understand that, then you will know how to explain it.  Ask them to do that.

3.  Congruency - Are they consistent in their message across multiple social media networks?  Often I will see one type of behavior on Linkedin, with a more 'reckless' type of behavior on Facebook, which is a platform that encourages letting your hair down.  You have to determine what is acceptable for you and your business.

4.  Focus - Are they really focused on businesses like yours, or just "companies - which of course implies they are essentially mercenary social media experts for hire?"  You need to cut through the BS to be sure you have a good fit.  After all, nobody cares more about your business than you do.

5.  Credibility - Do you believe them?  You have been in business for a while.  You know people. And social media is about people.  Apply what you know.  This is the social media acid-test.

I can appreciate the enthusiasm many have for social media.  This is a phenomenal platform for growing any business, and especially a small business.

If you are unsure of how social media can work for you, dig deeper to get the right answers.  If you are still unsure, wait a while.

Just don't wait too long, as this may be the marketing opportunity of a lifetime.     

If you take anything from this post, it is that social media success is not about the technology, but people - the same people you have worked with to achieve your current success.

There is nothing confusing about that.

Photo Credit:  jmacphoto.com

The Art of Blog Tags

is based on the understanding your blog serves multiple communities.

I was surprised to learn through my research that there is very little written on the art of category tagging for blogs.  My hope is this discussion will be both helpful, and also generate new discussions that we can all benefit from.

The Science of Tagging

Most of us understand the science of using category tags - to get indexed by Google.  For more on this, see How To Be Where People are Looking.

I would like to include Technorati in this discussion, as indexing blogs is what they do.  However, from someone who has been trying to 'claim' his blog on Technorati for over a year, their process remains a mystery.  My suggestion is to focus on the sure thing, which is Google.

The art of using tags is really to be found by human beings who want to do business with you.  This goes beyond the game you are playing with Google.  That said, once Google helps someone find your blog, your tags need to help them navigate your blog, and validate it.  

The Art of Tagging

Your goal with all of your readers is to be a credible and reliable source.  You want to be the 'go-to' guy or gal for your particular topic.  This means your work has to be easily findable. 

I prefer the service Google provides, for obvious reasons.  Lijit is another one that works well.  Both are best sourced through your particular blogging platform. 

In my mind, the three communities you should primarily be tagging for are your subscribers, new readers, and yourself.  You will need to select tags that are appropriate for each group, and provide a search tool that works well for your blog.

Your Subscribers

Regular readers of your blog are your fans.  They know you; they know your style; and they know your material.  You need to provide tags that help them find earlier posts that they may want to re-read for their own benefit, and better yet, share with their friends through the social media networks.

Your subscribers will remember characters in your stories, places, and other unique details.  Be sure to tag them so they are properly indexed.  When selecting these tags, familiar words are the best tags.

New Readers

New readers are checking you out.  They want to know if you can be the trusted source they are looking for.  The scope and depth of your work will be most valuable.  They will check your blog out at multiple levels to get a sense for your strengths.  Don't disappoint them.  

When tagging for this group, general words are the best tags for demonstrating your understanding and capacity for your topic.  Coincidentally, these are the same tags that Google will use to bring them to you in the first place.

Yourself

If you are a serious blogger, nobody reads your blog more than you do.  You need tags that allow you to quickly link back to a more through treatment of a topic that is relevant to the current post.  Your blog is an incubator for ideas, and it is a marketing tool.  The right tags will enable your to find information that you can use for articles and other marketing materials.

When tagging for yourself, tag the words that were the inspiration for the post.

For example, this post started out as:  "How to Add a Google Search to Your Blog."  After determining how much it varies from Typepad, the platform I favor, to Wordpress, Blogger, and others, I decided to help you be more effective with that search once you have it set up.   If you happen to use Typepad, here's the link to setting up a Google search for your Typepad blog.

Please share your ideas on this topic by leaving a comment below.  You'll be helping all of us to learn more.

And just in case Technorati is listening, I have gone back to Technorati.com to once again claim my blog by helping them find it on this Web where if you so much as sneeze, you will be found. :)

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5 Tips to Keep Your Blog Fresh: A Series Inspired by 150 Posts

Variety in all of its forms will keep your blog fresh, and your audience engaged.

Yesterday we covered speed as a method for getting your blog read.  I suggested taking a fast food mindset to accomplish that. 

Before that I discussed how to create titles that build curiosity.  Freshness takes all of this, and your blog, to a higher level.  Take a taste and let me know what you think.   

1.  Frequency Sets Expectations - I put this one at the top for a reason.  Very few bloggers are consistent.  Therefore, frequency is an approach that creates new expectations that are, well, unexpected.  This keeps your blog fresh and your readers engaged.

Increasing your blogging frequency is a challenge that enhances the value of your blog.

2.  Share Original Stories -  Yesterday I spoke to a group of entrepreneurs in the tent rental industry.   A show of hands indicated 90% of them had been in business at least 20 years.  Imagine the customer stories they have experienced in that time.  There is nothing more engaging than a fresh and original story that is well told. 

Stories engage new customers by helping them see themselves working with you.

3.  Avoid the Rant - There is nothing fresh about the rant. We've seen it and we are bored with it.  It is a  method used by inexperienced bloggers who don't have stories to tell, or don't have the guts to tell them.  Furthermore, the rant is usually about you, not the prospect or customer. 

You can rant or rave. Which do you think most people want to hear?

4.  Write a Series and Vary the Rate - I have written several different series and all have worked out well.  This series is sequential.  You can also vary the rate by 'leaking' the posts out in a random fashion to build suspense. 

A series is like a realty show that keeps people tuned in.  

5. Just Write and It Will Come - Sometimes you have to start writing from the seed of an idea with the hope that it will lead somewhere.  If you are earnest, it will.  This is the best way to crawl out of a rut and give your blog the texture that keeps it fresh.  Just be prepared to ruthlessly edit the big chunks of waste.

When your blogging starts to get a little weird, you are probably on to something original.

Thanks for tuning in to this series.  I built it on paper on a 4 hour flight from Phoenix to Chicago when the battery to my laptop was dead.  I soon realized my abundant 'think time' resulted in an idea that was too long for one post, so I made it a series. 

This alone is a lesson in blogging. 

Be open to new paths and your blog will achieve new levels of freshness.

Photo Credit: BrittneyBush

 

Getting Your Blog Read: 5 Tips from 150 Posts - A Series

Build each post for rapid consumption by developing a fast-food mindset. 

Content is not king.  Speed is.  Readers want to know at a glance that they can quickly consume your message.  That makes the first visual impression critical.  Most readers expect to read a blog post within a minute, with 90 seconds being the maximum.  

1.  Short Paragraphs - My rule is paragraphs should be no more than three sentences.  If I get up to five, I find I can usually break that paragraph into two, or cut one sentence out and cheat a little to make it four.  My preference is always to break - even if one paragraph is only one sentence.  That one sentence paragraph is now a point of emphasis.  Here's an example: Haiti Reminds Us.

2.  Sub-Headings - Sub-headings help to give the reader a quick overview.  They show at-a-glance that you have taken the time to organize your material.  Often when I am writing and have that dreaded thought:  "Where is this going?" - I simply need to set up headings of 2, 3, or 5, and occasionally 4.  This forces me give the post the structure it needs to get it going places.  Here's an example: A Social Media Shift is Happening. 

3.  Links to Previous Posts - This actually slows down the reading process when those links are clicked on.  However, those bold links often serve as a form of sub-headings that provide additional emphasis.  Here's an example:  Writing My First Book:  A Fortnight of Lessons.

4.  Less Than 450 Words - If you are going to be a writer, you have to start counting words.  This is part of the language.  Writers don't talk about short or long, they quantify in words.  You can read 300 words in less than a minute.  Here's an example that is 350 words:  Can You Handle The Truth?

5.  Write Well - The most frequent, favorable comment I get is that my posts have a depth to them that resonates with the reader.  This suggests they are written well, and that takes time.  However, if you enjoy writing, you will take the time.   And if you take the time to write well, it saves your reader time because it will then read well, too.   Here's an example with a comment of that sort:  How To Be Where People Are Looking

I suppose the paradox with blogs is that they can be quickly consumed like fast food, while also being nutritious, meaning educational, too. 

I'll wrap up this series tomorrow with How To Use Variety for Engagement.  

If you have enjoyed this post, please leave a comment to let me know why.  And feel free to use the ShareThis link below to share it with your community.

Photo Credit:  Quinn.Anya

5 Blog Title Tips from from 150 Posts: A Series

Start with Curiosity

Titles are essential for getting your blog read.  Vary the style to keep your readers curious, but also measure the response to determine what works best.  Here is what is working for me.

1.  How To - This is a very effective style that should be used when you have a legitimate tutorial style post.  Don't fake it.  And be careful not to overuse this style, or you may appear as a 'know-it-all.'  Here's an example: How To Build a Business Legacy With Your Blog

2.  Leave Them Hanging -  I've recently developed a title style that ends in mid-sentence, with the completion of that thought being a single line paragraph that opens the post.  Here's an example:   You Know Your Marketing is Right When.

3.  Suggestion of Humor - Everyone enjoys a message that is both upbeat and educational.  Try to deliver on this once in a while, even if humor is not your strength - which is certainly the case for me.  Here's an example of a post that worked very well, but would have worked better if the title had suggested the forthcoming humor: Do You Have a Social Media Callback?

4.  The Final Word - This title implies you've solved the mystery or puzzle.  It challenges the reader to have the final say, which is the whole idea.  Here's an example:  Proof We are Not Overly Connected. Use this to encourage comments.  You may also think of this as 'Taking a Hit for the Team,' because you may get knocked down, but there is a method to your madness.

5. The Answer to a Provocative Question - This requires no explanation.  Here's the example:  Why I Blog.

This is the first of a series.  I missed my post on Friday, January 22nd due to a speaking engagement and flight delays. So, I'm going to play catch up to stay current with my 2010 goal of 365 posts.

Next I will move beyond the Title to:  Getting Your Blog Read.

Look for that later today.

Photo Credit:  Ocherdraco

You Know Your Marketing is Right When

you have consistency of appearance, message, and performance.

Your marketing should fit the expectations of your market.  It should look right, sound right, and deliver what you promised, which presumably is what the market wants. 

Appearance

The first impression your marketing piece gives the consumer is analogous to meeting someone important for the first time.  You should prepare your appearance accordingly.  You don't want to be too casual or too formal.  You want to be just right.

The trend I'm noticing for small business websites is simple, clean, and to the point.   If your market is looking for value, and your website or other marketing materials are too slick, then you are already out of the game.

Today I drove by several luxury automobile dealerships - one of them being Maserati.  I honestly had a feeling of hopelessness for them.  How many people want to drive a car like that when some of their neighbors are struggling?  That situation is about more than marketing, but you get the idea.

Message

How you communicate your message is more important than what you have to say - most of the time. If your message is long-winded, it's usually going to get tuned out. Not taking the time to craft a crisp message disrespects your market.  It's another form of being over the top. Get to the point by being economical with your words.

And keep in mind we make judgments from your choice of words.  Big words suggest you may be too intellectual and difficult to work with.  Simple words suggest you can relate to the common man - and most of us men and women consider ourselves to be regular people. 

Performance

Your ability to deliver on your marketing is indeed marketing.  When I was worked in the corporate world over 20 years ago, we had the traditional adversarial relationship between marketing and production. When production delivered off-spec product, we would say it was their fault - which is was. 

However, I was in marketing, and I was usually the one that had to deal with the customer.  That sure sounds like its a marketing problem to me! 

Example

My favorite example of experiencing "right marketing" is enjoying an outstanding meal at a nice restaurant that was recommended by a friend or a reviewer.

Word of mouth recommendations are the only reliable marketing for restaurants.  If the atmosphere, food, and service exceeds that marketing message, then the message and performance just scored! 

Here comes the appearance part of the equation through the back door - literally.

Once in a while when you have a fine meal you get invited back to meet the chef and see how it all comes together in the kitchen.  This invitation is a the highest honor to bestow on a patron.  If there is attention to detail and the energy is high, then you know your experience wasn't an accident.  Sure, it will be a little messy, but it's a working kitchen, after all.  

What does your kitchen look like?  Does it fit well with your message and performance? 

When you have that consistency, then your marketing is right on.

Photo Credit:  Marco Veringa

Stitching Together Your Social Media Gaps

Disconnectedness

The challenge with social media is your communities can become disconnected.  Friends can seem to randomly come and go.  This leads to frustration and blaming everything from the technology to your lack of time for keeping it all together.

To be productive in any endeavor, you have to have your "head in one place."  Or if you have ever practiced yoga or meditation, you would say you need your mind and body connected.  And there is a cure for that.  If you have practiced meditation or yoga, then you are probably familiar with the term 'sutra.'

A sutra is a word or sound that links together aspects of the body and the mind.  In fact, the word sutra really means stitch.  It helps you acheive Yoga, which essentially means union - of the mind and body.

The Social Media Stitch

When you stitch together the energies of the mind and the body, everything works better.  When you stitch your social communities together, it stands to reason they will function better as well.  It may be more accurate to say you will function better.  You are the keeper of your communities. 

Twitter and Facebook both give us the capability to subdivide our friends into smaller groups.  This does make everything more manageable.  It's easier to focus on a smaller group.  Nevertheless, those friends are all still associated together under the umbrella of your respective Facebook or Twitter community.  So, there is cohesiveness among the subgroups.  Yet, what about the gaps between your social networks.

Friends Fill The Gaps

Wouldn't it make sense to introduce your "Twitter Friends" to your "Facebook Friends?"  This stitches together some of the inherent gaps.  And doesn't a great deal happen in those gaps between communities.  Aren't your best friends the ones that understand you at all levels - professionally, socially, and personally? 

Gaps can drive a person insane.  Your real friends fill the gaps between your communities, don't they?  They add a sense of continuity to your life.  It's interesting how much disconnectedness there can be on the social networks when everyone is working so hard at making connections.   

If you want a greater connection, consider the gaps.

Then once in a while bring together friends that might not otherwise connect.  It may surprise you.

Google calls it a Wave, I'm calling it a stitch that closes a gap.  It's nothing more than an opportunity to bring people together to create new perspectives - and better collaboration and friendships.

Photo Credit:  on2wheelz

Pushing the Limits of Late-Night Decorum

Late Night Broadcasting

The NBC late-night show shuffle may be giving us some signals of behavioral trends on the social Web.  Let's face it, the social networks are the late-night broadcasting medium of choice for most of us.  And if the comments by Jay Leno and Conan on their shows are any indication of what is to come, some companies may want to consider putting some guidelines in place.

This insight comes just one day after I discussed why it is easy for small business owners to be open and authentic on the social networks, and why it may not be a great idea for larger organizations.  While I stand by those comments, I'm wanting to elaborate to suggest we should all consider the larger picture as it pertains to our business communities.

Employers Take Notice

Conan and Jay have mostly thrown some friendly barbs at NBC that have not only livened up their shows,  but that NBC clearly deserved.  That's part of the shtick. Yet, as those comments have persisted, the tempo is now getting to be more divisive.  I'm specifically referring to Jay's comments about his hands being tied last year when the first switch was made. 

Imagine you had an employee, or a colleague, or even a customer making comments that are not entirely flattering to your business.  If they are truthful, you have to deal with it, at least with the customer and the colleague.  However, do you lay down future guidelines for the employee?  I'm just wondering. 

In Jay Leno's case, it is entirely possible this was planned. He may have told NBC this: "Do you want ratings or a yes man?  Because I have to come clean with my audience if I am going to be any good for you."  Fair enough, that I can understand.  Though keep in mind NBC is a faceless corporation, and not a "real" business brand with an owner that has a family.

The Real World

Blogging in the real world for people like you and me is more personal.  This is where we live. And for that reason, I believe it is necessary to have an element of decorum.  For the most part, that is what I see and what I love about the blogging community. You can have fun and still respect the next guy.

Bloggers are real people who aren't afraid to tell the truth, such as admitting they are taking their first shower of the day at 4:00 p.m. only because they are going out for dinner.  Yes, its alright to to make fun of your own quirky behaviors, and sometimes even those of your friends and colleagues.  This keeps this as real as it can get.

Just don't push those social limits too hard without considering the larger picture.

And keep it funny. 

That's the best way to preserve late-night decorum. :)

Photo Credit:  rmlowe

How To Manage Social Media Authenticity

Choose one of the two options.

Run

Small business owners learn to run very early in their careers.  They learn to chase down every lead, to outrun the latest regulations until they figure out if they actually apply, and to run like a dog to get slow-paying customers to pay up.  

That's the nature of the small business game - it teaches you to deal with uncontrollable variables, and to do it without too much pretense.  Let's face it, after 12 hour days at full-speed, you are too tired to be anybody other than who you are.    

And if the usual course of business doesn't teach you to be authentic, the occasional need to secure a bank loan will take care it.  After you get done with that process, you aren't too worried about your slip showing once in a while.  So, it's safe to say you won't mind the amplifying lens of social media.

Hide

If you represent a large organization, social media may not be a good fit for you.  That is to say, you may wish to consider hiding.  While there are exceptions, large corporations typically suck at being authentic.  I know this because I spent a decade hiding in one. 

We received extensive training in hiding.  We learned how to stay clear of anti-trust laws, how to avoid accidents, and if we had one, how to hide from any consequences.  And most memorably, we learned how to hide from customers who didn't want to pay our latest price increase.  Sound familiar?

Authenticity may be the antithesis of most corporate cultures.  It just isn't part of the corporate DNA. Though, I do understand some of the reasons for that behavior.  For one thing, we still live in a litigious society and corporations know that.  This alone is going to work against authenticity.

What To Do?

It's always best to do what you do well.   That's what makes authenticity work in social networking.  If you are like most entrepreneurs and small business owners, authenticity has become second nature to you, like a survival instinct.  You have learned it just as you have learned to run to keep your business alive.

You are like a rabbit who is confronted by a hawk.  You respond without hesitation.

If you can't do that, then you know what to do.

Photo Credit:  Wolfpix

  

A Social Media Shift is Happening

It looks like we are seeing more leadership for paid content on the social Web.

Some of the Players

The Wall Street Journal set the the bar when they elected to charge readers for a complete read of some of their articles.  And I'll admit that after having to go to the library to get the full copy of one article on social media, I decided to suck it up and pay the freight.

More recently, the New York Times has announced that they will adopt a different, yet similar approach.

The most surprising one to me is Mashable's decision to charge $.99/month for the Kindle Edition of their blog.  This one is especially interesting.  Those of us in who are active in the social media space consider Mashable to be one of us - the free spirits who advocate, well, free content.  I suspect they are quietly testing the waters.  This makes me wonder if Techcrunch will follow.

What Others are Doing

Of course, the vast majority of bloggers like me are continuing to share our best insights for free.  Our challenge is to have a business model that supports this tactic,and there are a great number of methods for accomplishing this.

Concurrent with all of this  is the trend for industry associations to become content aggregators.  Industry associations are seeking content from people like me.  Once again, our decision with regards to participation has to consider how we will benefit from this sharing of our original content.  The nice thing is copyright laws are on the side of the content originators.

eBooks and Cable Television

The inevitable success of the eBook has turned the publishing industry upside down.  How they restructure their model to remain profitable is still in doubt  At the very least, it appears that most major publishers are learning that they have to get comfortable with a faster paced publishing market that puts more control in the hands of the content creators.

All of this gets me thinking about the early days of television - when we just had three channels to watch.  Imagine that? Then cable TV came along and charged for more.  However, in these days of media overload, I'm not so sure more is a viable approach.

Relevant News in Real Time

I initially planned to title this post: Is the Party Over?  You see, we have all been conditioned to expect our content, our news, in real time.  And we have for the most part found ways to get exactly what we want for free.

My Solution

Be aware of this change in the winds of social media.  Leave yourself a back-door to change gears.  In other words, consider how you can catalog and preserve the knowledge and wisdom that you have accumulated from your hard work and years of experience.

The best way I know to do this, while still continuing to build your visibility, reputation, and referrals through social media marketing, is to maintain a blog through a URL that you own - and one that has an identity that is clearly identifiable with you and your business.

This means you need to have a blog that is mapped to a unique domain that you plan to own for life.  You can do that right here on Typepad.  Wordpress is another option. Both platforms have their advantages.  Though, I've placed my stake in the ground here. 

And I feel comfortable that the likes of Seth Godin, Guy Kawasaki, and Malcom Gladwell are on the Typepad team.  I may not be the smartest guy around, so I'm trusting in their wisdom. If you need validation that is a bit edgier, add Paris Hilton to that list.

Photo Credit:  RalphBijker

How to Be Where People Are Looking

on the Web for companies like yours.

You may be thinking, yes, but that is easier said than done.  Hold that thought, because a "yes, but" mindset is exactly what will get your business found.  Here's how it works.

Think Like Most People

Before you can apply the principles of Search Engine Optimization (SEO) to getting found on the Web, you have to first select the broadest term that relates to what you do.  This is your YES.

The more commonly a categorical term is used by a large group of people, the better.  You could call this the Family Feud test.  To get the most points on that show, you have to give the answer that most people will have said yes to.

For example, I'm working with a client who has just published a book with a unique message that pertains to "nutritional health", which is his true category.  What happens when you practice good nutrition?  Among other things, you optimize your weight.  That's why diets or dieting is his best category to get that yes.

What is the result you deliver that most people are looking for?  It has to be a large category that many people will say yes to.  This is the best place to begin positioning your company for maximum visibility. 

Help People See You Are the Right Fit

Obviously, the large categories are crowded.   No worries, because when it comes down to making buying decisions, people will be discerning if you give them some help.  Help them see that you are not just a good fit, but a perfect fit.  This is your hook, and it usually relates to how you do what you do well.

Is your hook speed?  That's a great one if you can make it believable.  Who doesn't want to lose ten pounds in ten days?

My work is focused on entrepreneurs and small businesses.  And as a result of my 20 years of experience in the green industry, I'm an even better fit for those entrepreneurs.  So, if you are looking for marketing help (my big category), and specifically social media marketing (my little category), and you are an entrepreneur (my focus), then we've got a fit.  If you happen to also work in the green industry, we've got a glove-like fit. 

Fear is the Enemy

Many companies are afraid of taking a narrow focus. They are afraid there will not be enough buyers in a niche to sustain their business. So they continue to swim, maybe flail is a better word, in that big category of a  pond with little to show for it.   

Instead, consider what the numbers look like if you could dominate a tight niche. 

The key to making this work is the top down approach.  Many companies start with the niche mindset.  As a result, they can only see so far.  It gives them tunnel vision.

Think like the herd first, and never forget it.  This gives you perspective.  You will always be looking far and wide.  And you will be where you can be easily found by those buyers who have already said yes, but are looking for something just right for them - you.  

To put this another way, if you want to be found on the Web, don't be a but - be a yes, but.

It's a matter of perspective.

Photo Credit: Andy Hay

Haiti Reminds Us

we all live on one planet where all communities merge together.

Awareness is a quality of social media that is working right now to engage people for a common purpose.  Normally, our awareness is localized to what is familiar to us, and that is typically what is local to us. 

Yet, social media works nicely to expand that awareness. And sometimes the consequences are not as pleasant as we may have liked.  Nevertheless, it is working to mobilize people and resources in ways that would otherwise have been impossible, or inconceivable.  

The simple truth is that if something is happening on this globe today, it will be felt in some way, however small, by each and every one of us. This is the nature of our greater connectivity. 

We all live, work, and play in our respective communities.  Yet, because we all share the same physical location, we now know with certainty that our communities connect and overlap.  This means if you are having a problem, then so am I.

Haiti was suffering long before this earthquake, but most of us were focused on other matters.  As social media continues to amplify world events, it will be impossible not to be aware of what is happening on our planet - everywhere, all of the time.

This will surely create interesting scenarios regarding the distribution of resources, such as talent, raw materials, food, and wealth, to name a few. 

I cannot even imagine how this will play out in future political situations.  The skill, training, and commitment that will be necessary to solve these global problems is going to be incredibly challenging.  How will leaders best work to allocate resources where they are needed most?

For some time we have been saying that social media is all about giving value and sharing.  The current circumstances in Haiti make us especially aware of this.  Now we know for sure.  It is.

We now realize our greater connectivity brings not just opportunity, but responsibility, too.

So when the day comes that we forget about the circumstances in Haiti, there will be other events that will bring our awareness together with millions of others who happen to share the same community that we think of as our own - this planet.

While we cannot yet predict tragedies like this, it is very possible the next time we will be more prepared.

That may be the lesson that Haiti reminds us.

 

The Power of Location and Time Search

Space-Time Events

Scientists will tell you that everything can be defined as a "space-time event." It's pretty remarkable really.  Everything can be unequivocally separated from its categorical look-alikes according to the real estate it occupies at a particular point in time - that's it, just two variables!  So, if you can just zoom in on the right place at the right time, you can have exactly what you are looking for.

This concept has not been lost on Google.  Sometime late last year they introduced both real-time search and Local Place Pages for businesses.  If you are searching for a business, such as a restaurant, you can now expect to receive data relevant to both location and time.  Location should be obvious.  Usually, that means close to wherever you are.   Time relates to things like specials or deals that may be here today and gone tomorrow.  This you can schedule for.

An Example

Let's say you are trying to locate a place to celebrate with a group of friends.  You envision a restaurant where you can dress up a little and also get loose and have some fun.  Since your group of friends can be, shall we say,... particular, you decide the perfect restaurant is one that merges Asian and American cuisine, such as sushi and steaks.  If they happen to have a martini special going this evening, even better yet.

Specials happen in the domain of time.  Cuisine tends to be predetermined according to the style or menu of the restaurant.  Depending upon how far you are willing to drive, you can very likely fulfill the criteria of your search.  And if you can't, you simply make a few simple adjustments until you find what works.

Google Place Pages

This apparently unlikely scenario is unfolding everyday for many small businesses.  If you wish to be are one of them, you need to go to Google Local Business and set up your Place Page.  If you happen to own business that sports multiple locations, this information can be uploaded and updated via an excel spreadsheet.  Do you think Google is serious about local search?  You bet they are.

A Category of One

My friend Joe Calloway recently updated a new edition of his book entitled A Category of One.  I'm sure you can infer the concept - own a category and you have eliminated the competition.  It seems Google is willing to allow you to prove you are a category of one.  They will ask you to place your business in predetermined categories so that they know how to place you in their searches, while also creating one of your own.

If you understand Search Engine Optimization (SEO), you know it is best to be included in the most relevant category that fits your business.  In other words, it's always good to be where most people are looking, even if that space may be crowded.  However, Google also gives allows you to create your own category in your Pages profile.  What have you got to lose?  As an example, I noticed there is only one category that starts with "green," which implies there is an opportunity there.

As for me, while I'm clear about my categories, it's the location I'm having trouble with.   I work out of airports, client's offices, and my home.  So, I'm still considering my options.  Don't worry, creativity will kick-in and reign at just the right time.

Until I decide, you can find me right here.

Photo Credit:  Wootam!