Archive for Marketing

Measuring Your Online Personal Brand

Ever Googled yourself? If you haven’t, don’t get all high and mighty, thinking that only narcissistic people would do such a thing. Today, you need to be aware of your online presence, and your ability to be found. I strongly suggest that everybody be highly aware of their personal brand, but things rings especially true if you have any interest in being a thought leader in your industry. When somebody searches for your name, what kind of information do they find first? That helps dictate your personal brand. When somebody searches for the kind of things you know about, will they find you? You should want them to.

Google is the best search engine to use when evaluating your ability to be found online. Why? They dominate the world of search. According to Hitwise, Google occupies approximately 72% of searches in the United States (although most stats I see put them in the 60-70% range). Yahoo is second with about 17%. There isn’t much else to go around after that. Google gets several hundred million searches each day. You need to have a presence.

We can talk a little bit more in another post/conversation about how to increase the chances you have of showing up on these Google search engine results (SERs), but it should be clear that your personal brand is affected by how you fare in Google SERs. 

Today, I was turned on to another evaluation tool (I know there are some people who abhor evaluation tools, but I see value in them, so deal with it). Phil Barrett wrote a post about the Online Identity Calculator – a tool that asks you a few questions (really only takes a few minutes) and then leverages Google to evaluate your online identity and measure it by placing you in one of four quadrants.

You know I like these kinds of evaluation tools – anything that you use to track/measure/evaluate your personal brand?

Here are the results of my Online Identity Calendar:

Mike McDowell's results - Digitally Distinct

Mike McDowell's results - Digitally Distinct

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Good for Goodness Sake

 Lakresha Moore is overcome by emotion after being handed a $100 bill by a Secret Santa  

 

Lakresha Moore is overcome by emotion after being handed a $100 bill by a Secret Santa

I came across an article today that really made an impact on me. It is about pure giving because it is the right thing to do. 

Here is an excerpt from the article:

At a suburban Goodwill store on Friday, Theresa Settles selected a large, black comforter to warm her family until she can raise the money to turn the gas heat back on. A petite woman approached, her face obscured by dark sunglasses and a wrapped winter scarf, and handed Settles two $100 bills stamped with the words “secret Santa.” “The only condition,” she said, “is that you do something nice for someone. Pass it on.”

Apparently, this is the doing of a gentleman named Larry Stewart, who died of cancer a couple of weeks ago. He had been “street giving” for the past 30 years or so, and asked that his tradition be carried on. And so it was. 

This is a pretty inspiring story to read in a holiday season when people are really hurting financially and need to lean on the kindness of fellow human beings. The reason to give was simply to give. The reason to be good was simply to be good. This guy, Larry Stewart, has nothing to gain (I don’t think) by giving so much of his money. 

I have to admit, when I first read this article, I thought: This is a great guerrilla idea. How can I use this idea for one of my clients? How can I help brand them as community servants?” But, I had to turn off the marketer’s part of my brain and simply realize that the real impact of this story is NOT the fact that people were being given $100 bills, but the fact that it was done without regard for credit. It was done without need for recognition or a newspaper article. (However, I then wondered how they got a photo and got this article to the AP… hmmm…). The impact of the give could not be leveraged if this was a planned give with planned coverage and a PR pitch – you kill the essence.

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Twitter for Business

I have read a TON of articles about using Twitter for business. Most of them pretty good. I think it is a brilliant tool for the businesses that are willing to participate. That keyword needs to be repeated – PARTICIPATE. Use Twitter like it isn’t just another outlet for your promotional message. Are you the kind of tool who goes to a dinner party and tries to sell something to everybody you meet? That’s how some businesses use Twitter. BUT – the businesses that treat this like an opportunity to have a conversation and a relationship that is valuable to its followers, they WIN.

Below are the slides from an Ogilvy Twitter for Business presentation. Not brand new, but a good collection of tips for businesses that want to use Twitter to engage their end users and to listen to unfiltered conversations about their brands. 

Ogilvy Twitter for Business

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Know Your Target Audience

Hey dude, want some cute boots?

Hey dude, want some cute boots?

 

I received an e-mail offer from Famous Footwear this morning. Awful. Yes, I did sign up to be on their mailing list so I could get my 20% off at the counter one afternoon – that’s not the issue. Visually, it was on brand – that’s not the issue. It was the subject line and the content of the e-mail: it was about women’s shoes! Now, I’ll concede that probably most of Famous Footwear’s mailing list and clientele are female. But, this is e-mail marketing! You can easily segment your messages based on any number of things, including gender. There should have been a male-centric e-mail and a female-centric version of this e-mail. Tsk tsk!

Data collection and segmentation is becoming easier and easier (not to mention more and more necessary), and needs to be used appropriately. Hitting a customer by gender is just one example of e-mail marketing segmenting. You should be able to tell what kind of shoes I’ve purchased in the past, and customize a message based on that. Don’t you think I would be more inclined to make a purchase if there was an offer about something you know I like? 

As marketers, we have such a buffet of information at our fingertips about our clientele. New media allows us to collect even more data and learn how to better serve our end user – no matter whom that is. So, sit up and think about how you use the data you have. Are you still just sending out the same blind e-mails? Are you offering women’s boots to men? (For the record, my purchasing history includes NO female shoes or boots). You’ve been collecting the data – now analyze it and use it and give your company a great chance to make a transaction. 

As a final aside – I loathe that I opened up that e-mail, because it will be recorded as a successful e-mail, but I had to get that screen capture. See my post from Sunday – you get what you consume. Don’t want strategically crappy e-mails? Stop opening them! Ugh – my bad.

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We Get What We Deserve

Repost from Seth Godin’s blog. Perfectly said. 

The lesson that society should take away about all marketing is a simple one. When you buy a product, you’re also buying the marketing. Buy something from a phone telemarketer, you get more phone telemarketers, guaranteed. Buy a gas guzzler and they’ll build more. Marketers are simple people… they make what sells. Our culture has purchased (and voted) itself into the place we are today.

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Gary F’in Vaynerchuk Talks About the Future of Social Media

If you have never heard of Gary Vaynerchuk and you have anything to do with new or social media – get familiar with his work… fast. Also, if you are a fan of wine, the New York Jets, or foul language, you will REALLY like Gary. He has some kick-ass energy and I love the guy (but hey, I’m married, and I’m a Cowboys fan, so I don’t think it would work between the two of us. But I digress…)

REPOST from Mashable.com

The wine and web marketing expert Gary Vaynerchuk was canvassing on the streets of New York on Wednesday night: bringing the “Yes We Can” mantra to the web community.

The meetup, co-organized with Mashable, began as a cozy indoor networking affair. But with high volume levels inside, the group gleefully marched out to the street for an upbeat pep talk; a location much more suited to the themes of improvisation and resourcefulness.

Video: Staying Upbeat in a Down Market

The full video of the “sidewalk keynote” is posted below, courtesy of CenterNetworks. (Warning: contains strong language throughout.) Or skip to the “7 Points” below for our summary.

Gary’s 7 Points on a Social Media Upturn

1. “Hustle” – improvise, be resourceful, do whatever it takes to care for your community. Tough times require creative solutions.

2. “Next 24 months are the biggest opportunity for social media” – social media is mature. “It’s a baby. But it’s mature. It’s a baby with a mustache.”

3. “Large companies will cut social media because they don’t understand it” – the longer the big players stay away from new web technologies, the greater the opportunity for new entrants.

4. “The new barrier to building a brand is your time, not your pocketbook” – nobody can stop you from starting a global media brand from your house; all you need is time.

5. “Telling main street about Twitter is a waste of time” – keep it quiet; knowledge of new web technologies is your competitive advantage.

6. “Take Your Money” – go to Google, type in the keywords in your space. Look at the ads next to the results: these are people who pay to market in your niche. Call them. Convince them to spend those dollars on you instead.

7. “Anything that gets eyeballs is monetizable” – 2500 unique visitors a day should be enough to live on.


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People Must Really Want LinkedIn to Work

LinkedIn

I guess people really want LinkedIn to not be another dead-end business network. I have a LinkedIn profile. Many people do. But, I don’t use it that much – do you? I have heard LinkedIn referred to as an “online Rolodex” more than a social network. While the debate about people using it remains, it has been growing rapidly – in fact, according to Nielsen Online, LinkedIn is one of the fastest growing social networks between 2007 and 2008, growing 187% (yes, that’s more than Facebook, which grew 77% from 07 to 08). I think last time I checked, LinkedIn was approaching 10 million unique visitors. Hard facts aside – anecdotally, I rarely find somebody who USES LinkedIn after they sign up and make some connections. It seems the only time people go back to LinkedIn is to accept a connection. 

So, is LinkedIn really going to take? Are people going to use it as a legitimate business and networking tool? In the past few days, I’ve gotten updates that LinkedIn is going app crazy. From ways to create projects and collaborate, share information or customize your profile. Here’s a short list (full disclosure – most of this section is LinkedIn’s wording). Maybe this will help?

Work collaboratively with your network:

Box on LinkedIn: Share files and collaborate with your network.

Huddle on LinkedIn: Private workspaces to collaborate with your network on projects.
Share information and keep up to date with your network.

Amazon on LinkedIn: Discover what your network is reading.

TripIt on LinkedIn: See where your network is traveling.

SixApart on LinkedIn: Stay up to date with your network’s latest blog posts.

Present yourself and your work in new ways:

Google Docs on LinkedIn: Embed a presentation on your profile.

SlideShare on LinkedIn: Share, view and comment on presentations from your network.

WordPress on LinkedIn: Promote your blog and latest posts.

Gain key insights that will make you more effective:

Company Buzz by LinkedIn: See what people are saying about your company.

How to Use LinkedIn

There’s also a blog dedicated to using LinkedIn (tough to say how deep the connection between the blogger and LinkedIn is). But, there are some decent tips there: The LinkedIn Personal Trainer – ways to use LinkedIn. There is actually a pretty interesting article about how people in the financial industry are using LinkedIn a LOT in the past several weeks.

The Future of LinkedIn?

What’s your take? How do you use LinkedIn? DO you use LinkedIn?

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Party Lines

 

Choose Your Side!

Choose Your Side!

You won’t catch me writing about politics much (if at all) on this blog. Why? I hate politics, for a number of reasons. But, my attention has been particularly heightened by this year’s election season and I’ve been reminded of my pejorative feeling toward politics. Now, don’t get me wrong – I am not a cynic. And this posting actually concludes on a hopeful note. However, I continue to see something fundamentally wrong with the way we engage in “politics” in America, and I have to use this forum to point it out.

Why do I hate politics? Two reasons: Party Lines and Marketing.

What is the purpose behind electing representative leaders – especially President of the United States? Well, obviously, to represent us, but more importantly to do what’s best for the United States of America. How do we find the leader that is best for our country? Well, typically, we whittle the candidate down to a nominee for two political parties – Democrats and Republicans. Of course, there are independents, etc, but they never get enough attention, so we’ll not talk about them here, either.

By the way – it is actually pretty interesting to read about why we have two main political parties and how they evolved. Here is a link to learn more about Democrats and Republicans

OK, so what’s wrong with political parties? EVERYTHING. People are so incredibly blinded by political lines, that I fear we actually hurt our chances to progress as a nation. We so blindly follow our political lines that we ignore all else.

I have often seen perfectly reasonable, polite and intelligent people become monsters to defend their party lines. They name-call, get angry and get hateful. Very hateful. Why? Because you are not a Democrat. Or because you are not a Republican. This two-party political system seems to only DIVIDE a nation, not unite it. It seems laughable to be called the United States of America.

What has become of paramount importance is NOT finding solutions to our problems and growing stronger as a nation, but rather that OUR TEAM WINS. We are not Americans, we are rabid fans. Our personal identity is so connected to our party affiliation, that a loss for our party is a loss for us. Somebody who isn’t the same political party as us is “stupid” and “ignorant.” Don’t lie to yourself and tell me that you don’t think that way.

Tonight, Barack Obama won the presidential election. During John McCain’s concession speech, he simply mentioned Obama’s name (nothing negative, just mentioned it) and the crowd reacted with a booing crescendo. WTF? Uncalled for, crowd. It is always the red team versus the blue team. It divides us as a nation. 

This is why I dislike the marketing of politics. Now, marketing is not an unfamiliar topic for this blog, but its connection to politics is. This marketing is primarily about winning (duh – nobody expected it not to be). But, the marketing goes far beyond the TV commercials. Every candidate has a campaign manager – they decide how to position the candidate versus their competitor. They decide the target audience, the message and the media. These is marketing – open your eyes. You are being SOLD on a candidate. Now, I’m not complaining about mudslinging – that’s been an issue for years. But, I do get irritated that the idea is to sell me, and sell me hard. 

History has shown that candidates try to fall as far “left” or as far “right” as they can to get their party nomination. Once they get that, it’s time for the “dash to the center” – in other words, trying to present themselves as attractive to both Democrats and Republicans, to win the election. Politicians want us to vote along party lines. They want us to dislike the other candidate and dislike those who support that opposing candidate. We jump at opportunities to catch the opposing party losing. It’s all a game. Root, root, root for the home team – if they don’t win, it’s a shame.

The Party Lines build their army. “We want Republicans to control the House!” “We want Democrats to control the Senate!” It’s about one team controlling the nation over the other team. Even outside of the election, we maintain our blind alliances and make legislative decisions based on party lines. You wouldn’t dare cross party lines, would you? You traitor!!!

I have thought, for a number of years, that the country would be better off if we eliminated party lines. I have thought we would be better off to simply have non-partisan candidates. What’s the quote – “It’s amazing what we can accomplish when nobody cares who gets the credit.” What if it was just about electing leaders who could improve our country?

I know, this is overly idealistic. I don’t know that this would ever be possible at this point. But, I still believe that if we maintain a two-party system of Democrats and Republicans, then we will continue to be divided as a nation. We do not need yet another reason to divide ourselves. We already have race, religion, economic class, gender and sexuality. I imagine a country that is united. And I do believe it is possible.

As I was watching the presidential election coverage tonight, there was an interview with former New York City Mayor, Rudy Giuliani. He was asked how Republicans would react tomorrow if Obama won the election. I thought his answer was extremely germane. He said, “Whether you were a Democrat for Obama, or a Republican for McCain, tomorrow we will all be Americans, and will support our President.” 

That’s what I want for our country: No Republicans. No Democrats. Just Americans.

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The Client Always Knows Best

Don’t interpret this as client-bashing. Most every client I have is wonderful, and many of them “get it.” However, over the years, I have been involved in meetings in which a perfectly great solution to a communication/marketing issue was reduced to mush after multiple rounds of client changes. I think that many of you can relate to this situation, and one video really captured this frustrating process. I know it’s been around for a while, but I just ran across it again, and it made me laugh.

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Truth in Packaging

OK, yes this is another post about me complaining about marketers. How many times have you watched a commercial for a big juicy burger – meat glistening, giant ripe tomatoes, big fluffy bun, melty cheese – so perfect you want to run out and grab it right then and there? However, you get to the restaurant and proudly order your new discovery only to be handed a soggy, limp little burger. How could this be? You saw it with your own eyes on TV. You feel betrayed! You’ve been bamboozled! What are you to do?

Wendy's Baconator

Wendy's Baconator (Ad vs Reality)

I don’t know, my friends. What can you do? The laws seem to be fairly loose around this kind of thing – but is it so wrong? I’ve been on the set of food shoots – it’s truly an art. There are professional food photographers who are very good at their job. They use all sorts of materials to get food to look good. They put gloss on the meat to make it look juicy. The use carefully calculated placement of sauces, applied by syringes. Next time you see a box of cereal, take a close look to see if there is a heaping spoonful of cereal in cold milk. Odds are, the milk is actually Elmer’s Glue. 

Should we be upset? Isn’t this just like a human model for clothes or sunglasses or makeup or something? Isn’t this just the same as seeing that shirt on a model, going to the store and buying it, only to see that you look like a turd in the exact same shirt? Kind of. The food has to be photographed to look appealing, I get it. Here’s the BIG QUESTION for the blog – how close should the actual product look in comparison to the commercial or the photo? 

Take a look at this next winner of a product lie. There’s supposedly six kids that can frolic around in this kiddie pool. Looks great – what an oasis of fun! You can go down the water slide while your friends chill in the pool. Perhaps you’d like to play basketball or ring toss? Sure – it’s all good, kids. Back to reality – I feel bad for the kids in this “reality” photo. While the two products are very similar, that is NOT the same product. The kids in the photo on the box are pixies or something. Seriously! Look at this photo and just shake your head in disbelief (well, that’s what I did). Is there no Truth-in-Packaging law? I couldn’t find one, but if somebody knows of it, please give me the details. Is this ethical?

Wow, not even close

Wow, not even close

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