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Archive for November, 2008

My Post of Thanks

Wednesday, November 26th, 2008
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Thanksgiving….turkey, mashed potatoes and gravy….parades and “Black Friday”. As we enter the holiday season it is so easy to forget why we are celebrating in the first place.

This post will be random (surprise) and disconnected, but will be just another way of saying “Thank You”…..no spell check, emotion, typos and more! Transparency in the raw.

While it is a personal priority of always letting people know that I appreciate who and what they are, and what they do, the majority of us still are pretty poor at showing appreciation. For some saying “Thank You” is akin to Fonzie and “I’m sorry”.

As I reflect on things and think about my business and personal life, I realize that in being a small business owner, the two are joined at the hip.

I owe many people thanks and I am grateful for many, many things. I would like to share just a few that have helped shape who I am.

Family
It all starts with family, and without it, I am nothing. Just a few incomplete thoughts about the parental and immediate influences of my “fam damily”…

Thankful For:

My wife and kids

Think Brady Bunch Lite….I have two step-sons whom I am VERY proud of, ages 14 and 17 and a daughter that will soon turn 5. Between sports, dance and school, we always have somewhere to be. I’m thankful for the kids putting up with gadgets littering the home and the crazy work schedule of a small business owner and more importantly for reminding me of what is really important. Watching games, coaching a team, going to a dance recital, playing “tickle monster” and ….coloring.

My wife…..why she puts up with me, I haven’t a clue. I could write a book…

I’m thankful for her dealing with me working late, having to travel and rambling about CSS, search and the latest Google update. She has stood beside me all along the way, taking the feast and famine nature of starting and running a small business in stride.

From running to Staples, stops at the post office and helping with filling out tax forms and paperwork, I couldn’t do it without her.

My grandparents for instilling in my entire family the importance of hard-work and education (amongst other things!)

My Grandma Mary for teaching me patience and that anything can be accomplished amongst family. She and her sisters collectively put themselves through school (one set would work to pay for the others schooling, then return the favor) to become teachers….she rode a horse to school for her first job.

My Grandpa Gene for teaching hard work and the art of tickling. He died when I was young so my perspective is that of the eyes of a child. As a kid every time I would walk through the door of their home it was clock work, “Paaaaattttttttttt-aaaaaaaaaa-reeeeeee-kkk-usssss!” and he would then tickle with a finger mangled in a railroading accident. My Grandpa worked hard, multiple jobs from railroading to mailman, to support his large family. Work ethic and responsibility.

My Grandmother Ruthie for teaching me to tell people what you really think and more importantly that it’s that it’s perfectly fine  to have fun ! Whooppin’ hollerin’ and spending that “mad money” that you saved for a rainy day on things that make you and others smile (you can’t take it to the grave right!). Ruthie loved life and it loved her back.

My Grandfather “Granddaddy” for teaching me work ethic, education and walk softly while carrying a big stick. He grew up in lumber camps and on farms and despite all odds, found a way to get an education on his own. He overcame obstacles of the era (farm chores and his own father’s de-emphasis on education) and worked by the light of an oil lamp to complete assignments. In this manner he completed high school, then college and became a teacher and principal. He worked hard, he served his country, he gave back.

My Mom and Dad for always, always, always being there and as difficult as I made it at times, supporting me no matter what.

I could write a book about all my parents have done for me….but will highlight one thing. Fast forward to the 8th grade!

I always loved playing sports, but basketball was never “my game”. However, I decided in junior high, that I wanted to play for the school team. I tried out…and was cut.

Don’t expect a Michael Jordan story, here, something on a smaller scale, it was the lesson it taught…not the outcome.

As a kid, I was pretty good at all the other sports I played and it was tough being cut. My parents took time to explain to me that things don’t come easy…you have to work at things and earn it.

One quote from my Dad that stand out, “You can prove them right…or you can prove them wrong”.

They bought a basketball hoop, put it up in the driveway and handed me a basketball. In hindsight, I guess it was their way of seeing what I was made of.  I decided to prove them wrong.

Everyday, snow, rain wind I shot baskets, worked on layups, free throws….and shots behind the back from the rhododendrons! (Hey…never know when a game might come down to that!). By the time tryouts rolled around the next year that ball was worn smooth…I can still see and “feel” that ball to this day. I tried out, made the team….and started every game (yet somehow managed to only score 20 points!).

Them…proven.

Work ethic….check.

Events
It’s interesting to take a look at how events in our lives shape who we are and what we become. I touched on one earlier, but there are others that I look back on that had a major impact on my business.

I’m going to keep this short, but it’s quite a story, next time you see me ask for the “non-condensed” version.

Years ago, I handled the marketing for a small rafting company. There was no budget and so I turned to the then emerging Internet as a low cost marketing tool. Little did I know, it would later become my career.

I learned the in’s and outs of how search engines worked, how a website worked and how to use them to promote a company. Long story short, we had great success and the business saw a significant surge in rafters. After two years of growth, I asked for a modest raise….I was single, had very few bills yet was still barely making it.

My request was denied and I attempted to explain, in the foyer of their brand new log home, why I thought it was a valid request.

Their business had grown substantially, and I mentioned that I had “become pretty good” at what I did. When I said that, one of the owners laughed and she said, “I don’t think so”.

I walked out the door and haven’t looked back. Dad…I took your advice, and proved them wrong!

Sadly, they went bankrupt two years later.

People
There are a great number of people that have helped me in various ways. From providing encouragement, advice and business I am indebted to those folks that went out of their way to help. Just to mention a few….

Geoff Heeter, of Opossum Creek Retreat Cabin Rentals fame, was not my first client…..but he was my first paying client! He has endured countless experiments and has provided valuable feedback on a variety of things. More importantly, he has become a great friend and has provided great, at times much needed, laughs along the way. Be sure to follow Geoff on “Tweeter” (I think he’s becoming insecure about his single digit followers!) and ask him how his Linux install is going!

Susie Hofstetter and Len Hanger at Songer Whitewater gave me a job years ago, and an opportunity. An opportunity to also work on my own projects and grow my business on the side. Their help, encouragement and support played a huge part in getting Matterhorn Marketing off the ground.

Dave Arnold at Class VI River Runners is an entreprenuer’s entrepreneur. While I have never had an opportunity to work with Dave, and despite working for his competition, he has always supported, encouraged and opened doors that otherwise would have never opened. I have developed a great amount or respect for Dave on both the personal and professional level and am thankful for the help he has provided.

Sorry!
I apologize for being long winded, and could (and should to adequately say thanks) easily write much more. Much like telling my family I love them, It is important to me to say thanks and make sure people know it. I am often quite liberal with my use of “Thank You” and “I really appreciate that”, but I mean it when I say it.

Reminds me of a time, not long ago, while tucking my daughter into bed. She was half asleep as I pulled the blanket up over her shoulders and kissed her on the cheek.

I whispered, “I love you”.

She whispered back, “I know”.

Let people know…

So I Have Been Thinking About Facebook Ads….

Wednesday, November 26th, 2008
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Have been thinking they would be particularly useful for an upcoming project and have my handy “Facebook Ads” code from Pubcon.

So, I was busy “Facebooking” this evening, and just happened to notice an interesting Facebook Ad….

Facebook Ads

I didn’t click the ad, but it said, “Make your own customized cards now!” with a graphic which said, “Mrs. Claus. Yeah, I’d Tap That”.

WOW!

So I guess before I decide to commit any funds to Facebook Ads I need to determine:

1. Who is successfully using Facebook Ads

2. Who the hell would send a Christmas Card with, “Mrs. Claus…Yeah, I’d Tap That”? College kids?

Dunno about you, but when I was in college…doing the proverbial “mailing of the Christmas Cards” was not high on the list.

Guess 15 years ago I was too busy “tapping” it….get your mind out of the gutter! The KEG!

A Taste of Social Media and Its Value to Your Company’s Strategy

Wednesday, November 26th, 2008
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As you continue to adapt and evolve your marketing strategies you need to take a long look at how social media can help you further your efforts.

I am not going to bore you with a long-winded explanation of the concept of social media. A simple google search will reveal a number of websites which attempt to define, and debate, exactly what constitutes social media.

For the sake of simplicity and in keeping with the premise of the “Marketing Minute” let’s think of social media as (to borrow a fragment from Robert Scoble) “conversations” and building and maintaining relationships.

On an indivdual, personal, level social media is being used to reconnect, and stay connected, with friends, co-workers and colleagues. Community sites such as Facebook, Youtube, Twitter and Brightkite people are using social media to establish, re-establish and strengthen relationships on a number of levels.

A growing number of individuals are also utilizing social media as a business networking tool via LinkedIn, Facebook and others. From staying connected to industry cohorts, to actually creating connections for jobs, the Chamber of Commerce “After Hours” networking sessions have been taken online.

More important to this conversation is the use of social media as a business communication and branding tool.

Social media allows you to create and maintain connections while providing an opportunity for those outside the company to see “behind the scenes”.

A successful social media component, a part of this complete breakfast..and a part of your overall marketing strategy can help create brand awareness and establish brand loyalty and more importantly allow you to learn more about those that are using your products and services.

It is of utmost importance that you:

1. Are open and forthright in your social media endeavors. Authenticity, transparency…whatever terminology you choose just remember that people have grown tired of standard marketing pitches. If you stand up with your megaphone and send out “traditional” marketing messages…you will be booed of the stage.

2. Actually listen to what people are saying! This is will be one of the hardest habits to break for those cut from the traditional mold.

Some babysteps to get your company social media strategy off the ground….

First, join the conversation. Create profiles in some of the more popular social networks and social sites including Facebook, Twitter, Flickr and YouTube. There are a growing number of sites that will become a part of your social profiles, they will become evident as you begin participating across the variety of sites and networks.

After you create your profiles spend time observing. Observe interaction, conventions and pay attention to the “unwritten rules”.

When you begin to participate keep things simple and be careful to avoid being confrontational and pushing hot buttons like religion, politics and the like. Remember that what you say can and sometimes will be held against you! The backlash from offending your audience, can be very, very difficult to overcome.

Use these sites and networks as tools to help tell your company story. Share pictures and video and tweet about the things that you are doing in the course of the day. What you find mundane, others may find of interest. As an aside….people don’t want to be inundated with your daily goings on….”Picking up the mail”, “Making lunch” etc. aren’t exactly of interest.

Some large companies are using social media, Twitter specifically, as a Customer Service channel and Online Reputation Monitoring (ORM) tool, monitoring the conversations about their brands and quickly swooping in to help with, or at least acknowledge, the issues.

Take for example a search of Twitter, using modifiers, to see what people are saying about a topic, a brand or an event. In this example of a Twitter search, you can see recent tweets about Dunkin’ Donuts coffee. This type of search could provide an opportunity to acknowledge and rectify any issues, or to also find brand evangelists and supports to reach out to and add to your network. Another simple example of this can be seen by running a search of blog engine Technorati.

Social media and Online Reputation Management are components, should be…or will be components, or your overall company strategy. This blog post doesn’t even scratch the surface of either, but if you wish to continue to compete in your field, you need to be aware of emerging tools and tactics which are quickly re-shaping the ways in which companies market themselves.

Join the Conversation, Getting Started with RSS

Saturday, November 8th, 2008
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Have you noticed change in the air? And no…I’m not referencing the recent Election!

I’m meaning the change in the ways in which we interact online. How we obtain, and digest content from sources we look to for information. How we keep up with one another amongst the vast array of social websites that are quickly becoming mainstream. An impetus of this change is the growing use of RSS feeds.

What is a feed?

Wikipedia tells us:

A web feed (or news feed) is a data format used for providing users with frequently updated content. Content distributors syndicate a web feed, thereby allowing users to subscribe to it. Making a collection of web feeds accessible in one spot is known as aggregation, which is performed by an Internet aggregator A web feed is also sometimes referred to as a syndicated feed.

RSS

Feed auto-detection, has been a feature available to Firefox users for quite some time. However, the fact is, the majority of web users still rely on Internet Explorer as their browser of choice. The inclusion of auto-detection in the release of Microsoft’s Internet Explorer 7 browser, in my opinion, is one of the things that helped push RSS use past the tipping point.

When folks started seeing the “orange square thing”, commonly called a ‘chicklet’, in their browser light up on pages, curiosity won over. Tipping point reached…

What is RSS?

RSS stands for Really Simple Syndication and in a nutshell, it brings information to you (and you could use it to send information out from your own site…more on that another time), without having to go and find it again, and again.

Worried you might miss something? No problem. When a feed enabled website or web pages posts new content, it automatically delivers that content to anyone subscribing to the feed.

I’m not going to bore you with all the details of what lies under the hood, there are numerous posts and pages which you can find by simply searching for RSS, or by heading on over to the friendly neighborhood know-it-all, Wikipedia.

Instead what I would like to do is introduce you to some tools so you can start using RSS yourself and start participating in the conversation.

An RSS Tool to Get Your Started

One tool, an RSS reader, allows you to aggregate all the content that is important to you. By using an RSS reader, you can simply add feeds from blogs, photo streams and more and keep up with all of the information in one single location.

Some of the more popular feed readers, according to Feedburner, are Google Reader, Bloglines, My Yahoo!, NewsGator and Firefox Live Bookmarks.

We are going to do a simple walk through using Google Reader to get you started in the conversation. Why Google Reader? Simplicity, Availability and who doesn’t have a Google Account already? (Pssttt, if you don’t, go create one….)

Ready….Set

  1. If you don’t already have a Google account, you can create one for free
  2. Head on over to the Google Reader page where you can login, if you aren’t already, and get started.
  3. There are a number of articles that give a complete rundown of how to use Google Reader which you can browse through. We are going to jump right into adding a feed.
  4. You can begin by searching for feeds, or by pasting in the feed URL directly (more on finding feeds in a moment)

  5. When you conduct your search, you will be provided with a set of results and a subscribe button which you simply click to add to your set of feeds…simple enough!
  6. You can also simply copy and paste the feed URL into the box to subscribe. When you are visiting your favorite sites, look for the orange chicklet, which you can click to obtain the feed address.

That’s it in a nutshell…VERY simplified. There are a number of great tools which you can include to make things even easier by using Greasemonkey scripts, as outlined over at Lifehacker.

Start subscribing to blogs and other feeds which interest you and join the conversation by reading and commenting. If you wish to be a part of the Groundswell that is happening all around us, you have to start somewhere…

A Sampling to Get You Started

  • Online Marketing Blog – Lee Odden provides great information that you can put to use with your PR, SEO and marketing.
  • Lifehacker – “Tips & Downloads for Getting Things Done!”
  • The GrokdotCom – The Eisenberg brothers offer up some of the best marketing information on the web, must read.

Add to your list by searching for blogs in your field and niche, and even your competitors to keep up with the things important to your business. There are also some very simple ways to use RSS to keep up with what people are saying about you across the blogoshpere and social media…stay tuned for an intro.

Some Ways You Could Use RSS on Your Website

Start thinking of ways you can enable and use RSS on your website to expand your reach and stay engaged with your audience.

You could create feeds for:

  • Your photos – Upload a photo of the day or week
  • News and page updates
  • Product changes and additions – Create a feed for your products which can be used in shopping comparison engines and more
  • Press kits – Provide a feed for reporters and writers interested in what you have to offer so they can keep up with press releases, story ideas and more

Get started with RSS and join the conversation….