Archive for the ‘Social Media’ Category

6 Steps for Creating a Social Media Marketing Roadmap & Plan

Thursday, August 7th, 2008

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Recently, Britta Meyer of Eurekster, which makes an embeddable custom social search portal called a “Swicki”, posed a question on LinkedIn about how one would go about defining a social media marketing roadmap, and how you would prioritize each social media channel.

There is no cookie cutter approach to social media marketing. Your strategy will depend on:

1) Your goals - SEO, PR, traffic ( to drive awareness? advertising click-thus? conversions?)
2) Your audience - where does your target demo hang out?
3) Your resources - you, you plus an intern, internal team, agency?

Here are 6 steps to help you design your social media marketing roadmap.

Step 1: Understand What Social Media Is

The best way to look at social media is to view it as one of many Internet marketing channels, one that has the amazing power to go viral. In the very least, it has the awesome ability to engage your audience in meaningful conversations about your product, issue areas, company, and brand.

The social media marketing umbrella includes sites that are both Web 2.0 and Web 1.0 - basically you want to be anywhere that enables discussions, sharing, and user-generated content (UGC), such as:

  • Blogs and Forums / Discussion Boards
  • Consumer Review Sites
  • Social Networks / Online Communities
  • Social Bookmarking Sites
  • Social News Sites
  • Social Music Sites
  • Video and Photo Sharing Sites
  • Wikis

Step 2: Understand What Social Media Can & Can’t Do

Social media can engage your audience, encourage online conversations that are user-generated, increase your web presence, expand brand awareness, generate publicity (both good & bad) and provide SEO benefits. It doesn’t convert.

For most marketers, social media has no ROI but is great for:

  • Brand building
  • Relationship management
  • Product development
  • Reputation management
  • Customer interaction
  • Customer feedback
  • Customer support
  • Community building
  • Defensive SEO - Yes! Bury your bad press with positive UGC

In some cases, social media can convert - usually if you own the community, and have the power to strategically capture leads. But that’s like being the D&D Dungeon Master.

Step 3: Determine Where Conversations are Happening

You will need to respond to conversations that are already happening. To determine where conversations are happening about your brand, you will need to have some kind of buzz monitoring or online reputation management system in place.

Prioritize these discussions, then hop in.

Step 4: Divide…

Next, you want to expand into unchartered territory.

Before venturing out into the vast unknown, create your social media road map - a map of the social web as it pertains to your business. Gather all the sites that would be most interested in what you have to say and segment them by type (blogs, social networks, social news sites, forums, etc) and by target audience / topical interest.

Once you’ve done that, it will be more clear to you what your campaign specific marketing strategies and tactics ought to be.

Step 5: …and Conquer

Now comes the tactical deployment. Here are some examples of different kinds of social media engagements.

Blogger outreach & engagement - this is a top down, bottom up approach. To demonstrate a significant impact, this is best handled by a team. You will need to identify the A-List blogs, cultivate a positive relationship with as many as possible, persuade them to blog about your issue, or guest blog for them. You will need a team of conversation agents to fan out into the blogosphere and engage in MEANINGFUL conversations wherever conversations about your topic is happening.

    If you have a call to action, relevant product, or web resource you are trying to drive traffic to, drop html links with target anchor text for an additional SEO lift (a % of the sites you will be hitting will be do-follow)

    Disclose your identity, be courteous, informed about the subject, or you will be flamed, and that will live forever on the web.

    Social networking - only hit the communities relevant to your issue, product, company, topic or you will get poor quality traffic, if any.

      Are you infiltrating tight-knit interest-specific online communities? If so, you will need to ingratiate yourself into the pack.

      Are you starting your own community on a hosted platform, like a Ning? You can drive conversation and awareness, your revenue options are limited (ad revenue sharing).

      Do you own the community? Great - you can drive targeted conversations and include strategically placed calls-to-action, promos, ads, anywhere. If you’ve designed your site with SEO in mind, your users will create the content, and you will had an advantage in the SERPS, especially for long-tail keywords.

      Social news marketing - thru social sites like Digg, StumbleUpon, Newsvine. These sites also have a unique culture and will work for you if your news item relates topics favored by the community. Digg, for example, veers towards the geeky. Write for maximum click thrus - think “linkbait”. Popular stories here can get picked up by bloggers, which will also give you an SEO boost. Traffic can be huge and fickle like a tsunami. Don’t expect it to convert. Avoid marketing here - you will be buried.

        Step 6: Trust in the Force

        Finally, trust is a huge factor in social engagement. Understand that social media marketing is most effective when users in the community know you. The only way for the community to know you is if you spend a lot of time online and invest managing your social web presence across communities.

        Social media builds awareness and drives conversation. It’s a powerful way enable communication between the company & customer. Always remember, selling is a secondary or tertiary benefit of social media.

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        Flock Eco-Edition - Social Web Browser Goes Green for Earth Day 2008

        Wednesday, April 23rd, 2008

        Flock Eco

        Lately I’ve taken to using Flock, the Social Web Browser, because it consolidates and simplifies my social web lifestyle. Today, Flock just got better.

        For Earth Day 2008, Flock launched the Eco-Edition of the Flock browser that delivers the latest environmental and sustainable living content to eco-minded social media and web users. The Eco-Edition comes prepopulated with the best news, photos, videos, and feeds from leading eco-content partners on the Web,delivering fresh content from Grist, GroovyGreen, Treehugger, PlanetGreen, Sprig, Current and other top eco brands daily. Furthermore, Flock will donate 10% of the proceeds of the Eco-Edition browser at the end of 2008, and as a recognition of the power of community to create change, will allow users of the Eco-Edition to select the recipient of this donation.

        The Flock Eco-Edition Browser, is available as a free software download for Mac, PC and Linux at www.flock.com/eco.

        Flock Eco News

        Why Use Flock?

        If you are a social media news hound, blogger, Twitterer, are active on multiple social networks, and depend heavily social bookmarking to manage your favorite links, Flock will help you consolidate all your social web activities into a single dashboard.

        • You can see updates from friend on Facebook, Flickr, and Twitter in the Flock people sidebar
        • You can simultaneously favorite your urls to the Flock browser and to del.icio.us.
        • You can post to multiple blogs from the same interface
        • It does Technorati tags for you
        • You can drag and drop Flickr images & YouTube videos into your blog
        • Manage your favorite news feeds

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        Blogged with the Flock Browser

        YouTube for Nonprofits: How to Use YouTube to Save the World…And Raise Money

        Sunday, April 13th, 2008


        Last week’s Net Tuesday in San Francisco featured Maryrose Dunton, the Head of User Experience at YouTube,, who spoke about YouTube’s Nonprofit Program.The YouTube Nonprofit Program, is an in-kind donation by YouTube to the nonprofit sector that’s worth about $20 million. Currently available to established 501(c)(3)s, YouTube offers participating nonprofits:

        • A premium branded channel - some environmental nonprofits that have done a good job with this include Friends of the Earth and Defenders of Wildlife. The ability to upload videos of any length. Currently the limit on video length is 10 minutes.
        • Rotation into the “Promoted Videos” section on YouTube’s homepage.
        • Listing in the Nonprofit Channels and Nonprofit Video areas
        • The ability to collect donations using Google Checkout (with no processing fee).
        • The option to participate in the user partner program, which allows you to show partner ads on video - and share the ad revenue. However, there is currently no way to filter ads, which may not work for some organizations.

        Defenders of Wildlife’s Nonprofit Channel on YouTube

        YouTube has 30 million visitors daily and over 100 million videos are viewed each day. By connecting nonprofits to the world’s largest online video community, the YouTube Nonprofit program will allow these organizations tap into a significant pool of potential small donors. While large nonprofits are able to receive 10-15% of donations from online fundraising, smaller organizations have the most difficulty establishing a web presence. By offering a dedicated channel on YouTube, YouTube’s Nonprofit Program hopes to empower smaller organizations to significantly expand their reach. Now its just the matter of these, often, short-staffed nonprofits finding the manpower to manage their YouTube presence.

        YouTube Nonprofit Channels

        YouTube Best Practices for Nonprofits

        Maryrose recommended these tips to help nonprofits engage successfully with the YouTube community:

        1. Keep it fresh, keep it short. Best not longer than 10 minutes

        2. Be genuine, no public service announcements (PSAs)

        3. Engage and interact with the community - have a dialogue, allow people to post video comments, be sure to respond to comments
        4. Create a call to action

        5. Invest in your channel - update content, make sure links and videos work

        7. Do not fear comments, ratings, related videos - while you can moderate user engagement, do not disable the commenting or rating features as this tends to upset the community

        New Plans for Nonprofits on YouTube

        New developments coming down the pipeline include:

        1. Extending the program to include international nonprofits.

        2. Incorporating more calls to action that are important to nonprofits, petitions, signup forms.

        3. Improving nonprofit discovery on YouTube’s website.

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        Search Marketing Salon “Wear Your Favorite Hat” Pictures

        Tuesday, April 8th, 2008

        by Lorna Li

        Search engine marketers, bloggers, and social media fanatics wore their favorite hats at Search Marketing Salon’s “Wear Your Favorite Hat” Launch party at the chic and intimate Otis Lounge in San Francisco. Tips were swapped, secrets were traded, and product ideas were bounced around that would take search marketing to the next level.


        IMG_2001

        Forest Kolb, Sharon Lin, and Julie Blaustein.

        “We need a Google Adwords Editor that also includes Yahoo and MSN on a single UI,” stated Clay Schulenburg, Interactive Marketing Manager for Healthline. “This will take search to a whole new level.”

        F*ck the Yahoo bulk upload, is what I say to that!

        Hear that, web entrepreneurs? That’s big bucks for you!

        IMG_1976
        Jacob Morgan, Search Marketing Alchemist and Nicolette Toussaint

        Search-obsessed bloggers that dropped by included Michael Brito, who writes a fantastic blog about Social Media & Conversation Marketing, Lisa Whelan social media queen on Vox, Jim Yu on how to be a Search Marketing and SEO Maven, and Andy Kaufman, the real estate blogger and Twitter king.


        IMG_2003

        William Gauthier, Alicia Lin, Damon White, and Lorna Li.

        IMG_1990
        e-Storm’s William Gauthier, Lisa McGuire, and Daniel Riveong

        IMG_2013

        Leon Krishayana and lovely lady in black beret

        Leon Krishnayana of iSpionage, offers a technology platform that helps search engine marketers track competitors’ PPC ads on Google, Yahoo, and MSN ads daily. It allows you to see the ad copy, keywords, and average rank on the major search engines side by side. Very handy indeed.

        IMG_1999

        Vera Belenky and Alex Gamburg

        Other attendees included Mark Fiske, Senior Online Marketing Manager at Gap, Pete Park of web advertising agency Vectorhaus, Yan Rozovsky VP of LeadClick Media, Jason Hart of the search-focused Online Marketing agency Domain Methods, Jeff Rohrs, VP of search marketing agency ExactTarget, Leo Haryono, Head of Natural Search of Shopping.com, Josh Pierry and Clay Shulenburg of Healthline, Biren Talati, of Sandalstore.com, Peter Koontz, Founder and CTO of Sprenzy, Vera Belenky of Walmart.com, Alex Gamburg Search Marketing Director of Trulia, specializing in real estate search, Gabriel Carrejo, the original sinner, Forest Kolb of BizzFlip who has cracked the secret of the Digg first page, Sharon Lin, Online Marketer for Web 2.0 companies, Irina Greenman, and Danny Cheung, who is about to revolutionize the world of WordPress publishing the Good Magazine way.

        More pictures can be viewed on the Search Marketing Salon Flickr album.

        Join Search Marketing Salon on Facebook!

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        Starbucks Green Idea - Consumers Vote to Make Starbucks More Environmentally-Friendly

        Saturday, March 29th, 2008

        My Starbucks Idea

        Starbucks Ideas has been live for about 2 weeks and already customers have had plenty to say about what they expect from the world’s largest chain of coffee shops.

        The move to launch a website that allows anyone to post ideas about how Starbucks can improve its service offering is part of an increasing trend by companies to use social networking applications to better improve communication with their customers. This move may be the best way for the struggling coffee maker to quickly turn its business around.

        Starbucks Ideas is not a true social network play, rather is an an interactive forum where people can vet their best ideas in a manner much like Digg. Starbucks Ideas is powered by Salesforce.com and is the same social platform that powers Dell’s Ideastorm which won PR Innovation of the Year 2008.

        Already, Starbucks has moved to implement the top two customer requests: free coffee for frequent buyers and universal free wi-fi, which is finally (woot, woot!) coming soon in Spring 2008. The thought that a multinational global corporation like Starbucks would be so responsive to the voice of its customers is encouraging indeed.

        Can Customers Make Starbucks Become More Environmentally Responsible?

        As I surfed through several pages of Starbucks Ideas I was struck by the number of requests for a Greener Starbucks. Below is a list of suggestions and comments that would Starbucks make a better environmental citizen, all of which I voted on:

        Stop Trashing Empty Cards

        We don’t need any more plastic in the trash. Rather than suggesting trashing an empty starbucks card, give people a 25 cent credit…for refilling it. To make it affordable, how about….

        Re-fill your card…at $20 level…get $20.25 on the card.

        Re fill at the $50 level…get $51.00 on the card.

        Re fill at the $100 level…get $103.oo on the card, or get the $100…and your current single drink order free.

        More on the plastic…less plastic in the trash.

        Sell Reusable Sleeves

        I have recently had customers who come in with their own rubber sleeves for their cups. They tell me they purchased them from Bed Bath and Beyond. They prefer to use them as the grip is more secure and they are helping preserve the trees. Starbucks should have these manufatured with the company logo and sell them for a really reasonable price point so we could also help save the trees etc

        Recycle!

        Recycle! Become greener!

        Recycle In Stores

        It concerns me that we do not have recycle bins in our stores. In Seattle, and in most large cities the opportunity to help the environment by recycling is readily available in our homes and many business. I would like to see Starbucks stores embrace this as well by providing Glass, plastice and compost waste in containers in all stores.

        Recycle the Waste in the Back of Your Stores

        I don’t think Starbucks has shown a real connection between environmental health and human health. Here is why: My local Starbucks produces a tremendous amount of garbage everyday and nearly none of it is recycled. Nearly all the store waste is thrown out and put in the garbage and taken to the landfill. Recycle the waste in the back end of ALL your stores. It goes beyond the polish of the front end and sales. Make it a real effort to connect environmental health and human health. Thank you.

        Reusable Cups

        I use my Starbucks reusable travel mug almost every time I order and this is what I often see:

        - 99% of the time I don’t get the mug discount,

        - some baristas have no real clue what to do with it,

        - they stick a disposable cup inside it to take down the order and then throw the disposable cup away (I’ve seen stickers but they seem to be out of them a lot).

        We need more people to use the mugs and reduce the number of disposable cups used. Push the sale of them (make them cheaper - why not just $5?) and then train staff on how to handle the cups!

        Locally sourced (organic) baked goods

        Offer locally sourced (organic or not) high quality baked goods similar to some of the baked goods Whole Foods offers, instead of the nationally consistent scones, cookies, pastries, cakes, and breads offered now. This sacrifices some of the national consistency now in place (though there is some variance already) but brings better quality, better tasting food to Starbucks, supports the local community, and elevates Starbucks above other coffee outlets (national outlets now also serving coffee) by cranking up the quality level and local community/local business tie ins. As a result, Starbucks will feel more like a local coffee store again rather than some big national chain.

        Biodegradable drink and food containers - Yeah!

        Replace plastic containers for cold drinks, straws, salads etc. with those made of biodegradable polylactic acid or polylactide (PLA). These are readily available and currently in use by forward-thinking entities like Paul Newman’s “Newman’s Own” products.

        Fair Trade Coffee

        I think that Starbucks should switch to only selling and brewing coffee, lattes … with only fair trade coffee. Fair trade coffee costs the consumer no more than regular coffee and still gives the coffee grower a fair price for their coffee. In return these coffee growers use organic means to grow their coffee making it environmentally friendly. That is why I would like to see Starbucks switch to only selling fair trade coffee.

        Real Fruit Smoothies

        real fruit smoothies

        Porcelain Cups

        When I first started going to Starbucks, they used to ask here or to go, and if “here” you’d get a porcelain mug of various sizes. Would that be cheaper than buying all those paper cups. Too much washing dishes?

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        Corporate Social Responsibility at Starbucks

        I’ve seen Starbucks come a long way. Since 1999, when it was assailed by numerous activist groups upset with the company’s fair-trade policies, labor relations, and environmental impact during the WTO talks in Seattle, Starbucks has evolved with a commendable corporate social responsibility program.

        The mission of Starbucks’ CSR program is to work daily with partners (employees), suppliers and farmers to help create a more sustainable approach to high-quality coffee production, to help build stronger local communities, to minimize their environmental footprint and to be responsive to customers health and wellness needs.

        In 2005, Starbucks received The World Environment Center’s 21st Annual Gold Medal for International Corporate Achievement in Sustainable Development, where it was recognized for its leadership in sustainable development within the specialty coffee industry.
        From www.greenbiz.com:

        In particular, WEC commends the company’s development of Coffee and Farmer Equity (C.A.F.E.) Practices, a set of environmentally, socially and economically responsible coffee buying guidelines created in conjunction with Conservation International that are designed to contribute positively to the livelihoods of coffee farmers while placing an emphasis on environmental conservation and supply chain transparency.

        According to Calvert Funds’ December 2007 edition of Socially Responsible Investing News, in “Calvert’s view, Starbucks Corp. remains an industry leader with significant and progressive programs on renewable energy and the environment as well as workplace diversity and safety.”

        While many love to hate Starbucks, I would point out that, over the past decade, Starbucks has proved to be more socially responsible than many other multinational corporations of equal reach and caliber. My Starbucks Idea is simply another way in which the company has demonstrated a willingness to address public opinion, even if its primary motivation is maintaining competitive advantage.

        The power of social media for social innovation is evident. If consumers are vocal enough about Starbucks’ environmental impact, Starbucks Ideas may indeed be the catalyst to a Greener, more earth-friendly Starbucks.

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        Search Marketing Salon’s Wear Your Favorite Hat Launch Party on Thursday March 27 at Otis Lounge

        Monday, March 24th, 2008

        Search Marketing Salon

        It’s time to wear your favorite hat, because Search Marketing Salon launches this Thursday. White hats, grey hats, and black hats are welcome - we do not discriminate.

        If you are obsessed about search engine rankings, gaga about the SEO benefits of social media, and have a tale or two to tell about how you dominated the SERPs, have a drink with us!

        When:

        Thursday March 27 6:00pm - 9:00pm

        Where:

        Otis Lounge

        25 Maiden Lane (b/w Grant & Kearny )

        San Francisco, CA 94108

        Join Us!

        RSVP via Eventbrite for Search Marketing Salon’s Wear Your Favorite Hat Launch Party.

        To become an official member of Search Marketing Salon, join Search Marketing Salon on LinkedIn.

        You can also connect with Search Marketing Salon on Facebook.

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        How to Boost Traffic & Turbo Charge Your Blog in 2008

        Monday, January 14th, 2008

        the blogger’s guide to seo

        presented by Giovanna & Aaron Wall

        Tuesday night I went to one of the first SF Blogger Meetups to gather after a long hiatus and it was well worth the wait.

        The group practically took over Amici’s pizzeria on Lombard and, with the exception of my bub.blicio.us buddy Victor Karamalis, included no one I recognized from the Web 2.0 circuit.

        But it did include a treat - I got to meet, sit next to, and pick the brains of Aaron Wall and his wife Giovanna. Yes, THE Aaron Wall, of SEO Book and one of the most well known SEOs of our time. In fact, the couple is so successful with building monetizing blogs that they now occupy the ranks of the New Rich - a term coined by Tim Ferris of the 4-Hour Work Week. Both Aaron and Giovanna are seasoned veterans of blog monetization - they’ve optimized and monetized websites so that several of them bring in over six figures in income. Sharing their blogging secrets, as well as picking up the tab for 40+ attendees, was their way of giving back to the community.

        They also threw in a free resource The Blogger’s Guide to Search Engine Optimization.

        Alas, if only I could spend an ENTIRE DAY learning from Aaron or Giovanna!

        The Blogger Meetup was largely made up of novice bloggers, and folks unfamiliar with the term SEO. Most of what the Walls shared was pretty general knowledge, seasoned with nuggets of valuable insider wisdom, some of which they urged, to keep to ourselves.

        Topics covered were:

        1. How to Generate and Grow Traffic

        Content is King

        Write good content that caters to your target audience - ideally content that is so good that it redefines the industry. Be sure to create a unique angle the reflects your personality. Mention and link out to other blogs - the owners will notice the incoming link, and often they too will share some link love.

        A good tip from Aaron on scrapers stealing your unique site content is to create links to older articles in your blog post. That way, if scrapers pick up your content, at least they are providing links back to your site

        Community Participation

        Start online friendships by in conversations on blogs, forums and social networks related to your topic. Try to have a popular blogger mention you and link to you - this can bring considerable traffic to your site. You can also offer to write for other well-known bloggers.

        Create a community project related to your topic and ask web-savvy experts to give their opinion about it. If your project is buzzworthy, all of the sudden you will have organic citations from thought leaders in the field pointing to your site from around the Web.

        Pay Per Click

        Use PPC to build traffic. My take on PPC is that it’s worthwhile if you have a product to sell that would at least enable you to generate some kind of ROI, otherwise buying this kind of traffic can get very expensive very quickly.

        However, Aaron and Giovanna maintained that even if you’re not selling anything, buying traffic through PPC can be powerful, because, if your content is good, it can go viral. And niche keywords can actually be very cheap - around 5 or 10 cents a click, so if you have a small budget to play with, PPC traffic can be relatively inexpensive and worthwhile.

        StumbleUpon Ads

        For a nickel a visitor, StumbleUpon, a social search application, can drive considerable traffic to your site. StumbleUpon allows users to discover Web sites, people, videos, online communities, product information and more in a manner very much like channel-surfing, but for the Web. You can use StumbleUpon as a social media marketing tool for free - join a Stumble group for maximum impact - or as an advertiser. Other Stumblers vote your content up or down - the more positive votes you get, the more the StumbleUpon recommends your site to other Stumblers.

        Paid Reviews

        Solicit paid reviews from other bloggers through ReviewMe.com and PayPerPost.com.

        2. Building a Large Subscription Base

        RSS

        Encourage RSS subscriptions by promoting RSS buttons aggressively. Create a page that explains what RSS is.

        Create Brand Evangelists

        Make your email accessible or use a contact form. Aggressively solicit comments and answer every real comment.

        Encourage Registration

        Encourage registration if you want to build a community and offer bonuses for registering.

        3. Monetization Strategies

        Adsense

        The easiest way to monetize is Adsense, which is good for setting a baseline. Aaron recommended staying ad-free in the beginning and to avoid putting ads on your homepage unless you are very well trusted.

        Affiliate Offers

        Make sure that they are selective and relevant to your topic - and put the offers section on another part of your site.

        Create or Sell a Product

        Create or sell a product that is relevant to your topic; this works best if you are a recognized expert in your niche. You can also try to sell information-based products created from your intellectual capital, such as e-books, videos, or DVDs, or consulting services and speaking gigs.

        Do not pollute your blog with advertising - it becomes a roadblock.

        4. Technology

        Aaron and Giovanna’s recommended blog platform of choice was WordPress, Drupal if you want to start a community. They also recommended Google Analytics or HaveAMint.com for site stats.

        5. Other Takeaways

        Trendspotting

        One of the key takeaways from the Meetup was the value of spotting trends. According to Giovanna, “The best way to make $ out of blogging is to spot trends and be an early adopter.”

        Here’s how to do it:

        1. Research trends

        Tools you can use to spot upcoming trends include Google Trends, trendwatching.com, ebay’s Marketplace Research Pro, which for $20/month gives you access to what people are searching for on eBay.

        2. Keyword Research

        Once you’ve zeroed in on a new trend, research the keywords around those trends, buy a domain name with those relevant keywords. Remember:

        • Make sure the keyword is in the url
        • Hyphens are branding suicide
        • It doesn’t matter if your domain is a .biz, .org, or .net

        3. Launch a blog about it.

        Now all you have to worry about is creating a continuous stream of compelling content. Good luck!

        As a blogger, creating quality content is probably the most difficult and time-consuming aspect of blogging, and not all of us have budgets to hire writers.

        But according to Aaron, if you have a niche site optimized for niche keywords you can still receive a healthy stream of organic search traffic without the need to aggressively create content. The need for fresh content depends, a great deal, on the market.

        Aaron, “I would never start a blog about SEO now - it’s too saturated a field.”

        Giovanna, “If you are starting a blog about mortgages now - good luck!”

        Given that the blogosphere only seems to be expanding exponentially, like a rogue galaxy hurtling out into space, it seems nearly impossible to gain any traction at all on anything, let alone monetize it.

        Following these tips from Aaron and Giovanna Wall, you too, can earn money from your blogs. May the force be with you.

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        We Won’t Be Doing Much Business On A Dead Planet

        Saturday, January 5th, 2008

        rainforest destruction

        by Christophe Poizat

        This article was submitted to me by Christophe Poizat, the founder of the International Network of Social Entrepreneurs, who, using the social web and guerrilla marketing tactics, has single-handedly created the word’s largest Web 2.0 network of social entrepreneurs.


        We Won’t Be Doing Much Business On A Dead Planet

        It is a sad but true fact: we won’t be doing much business on a dead planet. The pristine beauty of our planet is at risk of being destroyed. What has taken hundreds of millions of years to elaborate could be forever gone within a few decades because of the negative impact of the human species has on planet Earth.

        Because we have been cumulatively oblivious in responding appropriately to the harsh impact our way of living has had on our environments, we now find ourselves in the middle of a crisis where our survival is at stake. Never before has the planet been in greater danger. Never before has an immediate remediation been so critically needed and so vital for our future.

        All the global issues we are facing must be immediately and collectively addressed. Even if it costs a few points of economic growth, we ought to find new ways of producing goods, new ways of consuming goods, new ways of conceiving and conducting our business activities and new ways of recycling waste in larger quantities. We must act together, as one family! If we don’t act now, we will soon face the risk of extinction. It is not being pessimistic, it is simply being realistic.

        Fortunately, there has been a shift of consciousness in the last few years and many people now realize something must be done to urgently address all the global issues we are facing. We know we must eliminate extreme poverty. We know we must provide education on a larger scale. We know we must use natural resources more wisely. We know we must reduce our carbon footprint. We know we must work together in our everyday lives toward building a more sustainable model. We must act on the largest possible scale and in the shortest amount of time for maximum efficiency.

        Today is the day! We must act now!

        The world is in dire need of a new paradigm to bring more happiness to the largest possible number of people. We need to find and make more peace within ourselves before the world will be at peace. We must stop admiring values that are vacuous and people that propound and profit from them. Enough of those false values that lead to the delusion and destruction of entire generations. We must restore a community of shared values.

        We don’t need to invent anything, only rediscover and rejuvenate what assured the survival of our ancestors, what provided a true, shared joy. We must evolve spiritually. We can’t afford to stagnate at this stage of the evolutionary process much longer. Sainthood for a handful of people is not what we are after. What we are after is a global shift of consciousness. It will happen when more people awaken and unite their hearts and spirits.

        It will happen when people regardless of creed, color, religion walk hand-in-hand knowing that we are one family - the human family. It will happen when more people realize that when something negative happens on the planet or to a community or in our daily life we all suffer from the consequences. It will happen when we consciously reconnect with the core of our human nature and exercise our birth rights which makes us co-creators of our destiny.

        191 countries, members of the United Nations, signed the UN Millennium Resolution in 2002 which aims to eradicate extreme poverty by 2015. However, there is still an incredible amount of money spent on war around the world. Today is the time to transcend our differences and unite our energies to solve our many challenging issues.

        Does it really matter to become the number one company in any given market at the expense of our common wealth and the well-being of the world?

        Every day, more than 1,000 children die because they didn’t get a 15-cent measles vaccine. Almost 3 billion people around the world live on less than $2 per day. This is not acceptable. Have we really tried our very best? Governments play their myopic power games while millions of people die of malnutrition, curable diseases, lack of water and the consequences of greed, avarice and ignorance.

        The solutions will not come and have not come from governments alone (if at all). The solutions will come from entrepreneurs - social entrepreneurs. A social entrepreneur is someone who recognizes a social problem and uses entrepreneurial principles to organize, create, and manage a venture to make social change that is sustainable and for the highest good of humanity. (adapted from Wikipedia’s definition).

        Social entrepreneurs have the collective power to make a real difference in today’s world and can have a decisive impact for generations to come. Social entrepreneurs have the collective responsibility to take on - one by one - all the challenges humanity faces.

        When the performance of traditional entrepreneurs is measured in terms of profitability, the performance of social entrepreneurs is measured in terms of the positive impact they have on society. Social entrepreneurs measure their success in terms of the contribution made toward resolving all the global issues currently threatening the planet and humanity as a whole - one by one.

        It is imperative to encourage social entrepreneurship and to inspire younger generations by instilling the spirit of social entrepreneurship worldwide. As long as we keep measuring our progress in terms of financial and geographic profitability alone, we will continue to miss our essential imperatives. We will continue to fail collectively with consequences that are seriously threatening the survival of our planet and the future of humanity.

        Social Entrepreneurship can change the world and can provide a better world for generations to come. Today is the day! We are one - one family, the human family. Now is the time to join in and do good works. Not convinced? Always remember, we won’t be doing much business on a dead planet.

        About Christophe Poizat

        Christophe Poizat is a professional dreamer, a social entrepreneur, guerrilla marketer, mentor, business coach, speaker, author with 20+ years of international consulting experience who has lived on four continents; for more details, visit: http://christophepoizat.com

        Christophe is also the founder and administrator of the International Network of Social Entrepreneurs, a global Web 2.0 community for Social Entrepreneurs to connect, share, collaborate and promote social entrepreneurship worldwide. For more details, visit: http://inse.collectivex.com

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        Buzz Marketing Through Social Media - What this Means for Search Engine Marketers

        Saturday, October 20th, 2007

        Buzz-Marketing

        “Buzz marketing” is a hot buzzword I hear a lot of these days. Being an analytical type, I want to really understand what it means, before I sling it around like corned beef hash.

        Buzz marketing, word of mouth marketing (WOMM), guerrilla marketing and viral marketing are often used interchangeably to describe marketing techniques that use pre-existing social networks to produce increases in brand awareness through self-replicating viral processes.

        While Seth Godin, author of Unleashing the IdeaVirus, states that viral marketing is, technically, not the same as word of mouth:
        From sethgodin.typepad.com:

        Word of mouth is a decaying function. A marketer does something and a consumer tells five or ten friends. And that’s it. It amplifies the marketing action and then fades, usually quickly. A lousy flight on United Airlines is word of mouth. A great meal at Momofuku is word of mouth.

        Viral marketing is a compounding function. A marketer does something and then a consumer tells five or ten people. Then then they tell five or ten people. And it repeats. And grows and grows. Like a virus spreading through a population. The marketer doesn’t have to actually do anything else. (They can help by making it easier for the word to spread, but in the classic examples, the marketer is out of the loop.) The Mona Lisa is an ideavirus.

        most marketers will not debate the difference.

        Buzz marketing can be word-of-mouth delivered or enhanced by the network effects of the Internet. In this series of posts, we are going to focus on the viral effects of a buzz marketing campaign that leverages social media networks, as opposed to viral advertising strategies and tactics.

        What is Social Media Marketing?

        Buzz marketing that leverages the network and conversation effects of the social web is often referred to as social media marketing.

        According to a great series of posts on Do It Yourself Social Media Marketing by Stepforth Web Marketing:
        From www.stepforth.com:

        Social media marketing (SMM) or social media optimization (SMO) is a method of promoting your brand (be it yourself, a product, a service, or a company) by strategically making your presence known across various social media networks (such as Digg, Reddit, StumbleUpon, MySpace)

        Do not expect your social media marketing campaign to immediately drive business – it’s best used for branding or online reputation management, that will indirectly convert your target audience into fans, and your fans into customers.

        Why do Social Media Marketing?

        Every day, someone out there, somewhere is discussing something important to your business. They could be discussing your brand, your company executives, your competitors, or your industry.

        Either they are hyping up your company and generating positive buzz about your products, or they are criticizing your service and sowing the dissention over the value you bring to your industry, and humanity in general.

        According to internet marketing expert Andy Beal of Marketing Pilgrim:
        From www.marketingpilgrim.com:

        A great brand can take months, if not years, and millions of dollars to build. It should be the thing you hold most precious.

        It can be destroyed in hours by a blogger upset with your company.

        A new product launch could take hundreds of TV commercials, dozens of newspaper ads, and an expensive ad agency.

        It can also spread like a virus with the praise of just one customer, at one message board.

        A company can dominate market share, throttle competition and hold the #1 brand in the world.

        It can also crash in months if it fails to listen to what its customers want.

        This is happening whether you like it or not, so why not join in on the discussion? By participating in online conversations you can contribute your valuable expertise, quell misconceptions and doubts about your company, product, or industry and grab some more valuable web real estate in the process.

        What are the SEO Benefits of Buzz Marketing through Social Networks?

        When users search on your company name or targeted keyword phrases, search engine results pages (SERPs) will frequently display threaded discussions on social networking sites like Ning, forums like Webmaster World, and user review sites like Yelp. If there’s a lot of activity on these threads and, thus, continuous, freshly updated user-generated content, these threads will often rise to the top of SERPs.

        These discussions can often include positive as well as negative opinions about your company or organization. Therefore, defensively, you want to be sure that you are doing your best to manage your online reputation, and diffuse or bury any negative publicity that could appear on this valuable SERP real estate.

        Pro-actively, you should absolutely capitalize on the positive buzz, establish yourself as a thought leader or industry expert and generate as much brand awareness as possible. All the while, you can scatter valuable target keyword phrases and links to important web resources, especially your own, all over the social web and blogosphere. This can drive a great deal of traffic back to your website or other online locations where your product is sold.

        If you have not included buzz marketing into your online marketing strategy, then you should. Otherwise, you are missing out on a great opportunity to generate a brand awareness and search engine optimization benefits for a fraction of the cost that online and traditional advertising requires.

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        Friendship in a Web 2.0 World - How Social Networks Have Redefined Friendship

        Sunday, October 7th, 2007

        mytribefriends.jpg

        I’ve been thinking a lot about friendship lately.

        My tech event buddy and bub.blicio.us photographer Brian Caldwell recently posted a question on LinkedIn Answers “How do you define “friend” these days?

        Now Brian is a highly intelligent uber-geek, LinkedIn 500+ power user and tech event social butterfly. His blog sports an entire community of users and his posts get more comments that his total number of published articles. So I was surprised to find that he felt a twinge of loneliness in his socially networked hi-tech world.

        Me: “Dude, you know so many people.”

        Him: “They’re all mostly acquaintances. I have no friends!”

        Me: “What are you talking about? I’ll be your friend. Turn off your computer, get out of your house, and no, don’t buy Halo 3.”

        As we mused about the concept of friendship in a Web 2.0 world, it became clear to us that it all boils down to time. Authentic, real-life relationships take time and effort, and when you’re spread too thin in a hectic, modern world, it’s hard to cultivate meaningful friendships.

        rainbowfriends.jpg

        True friendship requires real-time time shared experiences

        Yet it’s all very weird, because, online, my number of friends seems to be exponentially growing, with little to no effort on my part. Thanks to the social media revolution, all of sudden, people I’ve never met are connecting to me as friends, through shared interests and online community participation, in addition to the spam factor. Friends that have fallen out of touch for years, are finding me on Facebook in droves. In fact, my Facebook profile has a more active social life than I do.

        facebookhome.jpg

        My infrequent Twitters have gathered a following. The growth of my LinkedIn Network has been on autopilot, increasing at a steady 10 connections a week, allowing me access to a whopping 1.7m people.

        Web 2.0 has Redefined Friendship

        Social networks have redefined friendship and the way we connect to each other, allowing us to maintain more relationships over time with a lot less effort than before.

        According to Stowe Boyd:
        From www.stoweboyd.com:

        [T]he new nature of connected friendship is taking on the shape of the Web itself:

        1. it is increasingly open (much of our fraternizing is in public),
        2. tolerant of diversity (I disagree publicly with my friends, but I accept this as part of friendship, not a blind gang-like sharing of narrow perspectives; and they are from all over, all colors, all shapes and sizes)
        3. bottom-up (its not because we work together, or because we are members of some organized group)
        4. personal (I don’t belong to cliques, but am connected to individuals)
        5. flowing (people’s relationships are constantly changing, and shifting in complexity).

        Many would look at the new state of friendship and suggest that something has been lost when you don’t have a small group of friends that all know each other, that invite each other over to bbqs every weekend, and who all attended the same schools, workplaces, and places of worship. But I believe that we are moving away from a narrow, parochial, and inbred sort of friendship.

        We look to ourselves — and our networks of contacts — to make sense of the world that confronts us, and we define right and wrong based on the meaning we find through personal affiliation, connection, and commitment.

        Indeed, the enhanced connectivity that social networks afford, breaks down traditional models of friendship that are based on physical proximity, allowing individuals to connect more so than ever on shared interests, globally. Geographic boundaries to friendship have been completely broken down.

        yellowrose.jpg

        Online friends from Tribe.net, enjoy beers in Iquitos, Peru, where we are attending a conference on Amazonian shamanism.

        Have Social Networks Improved the Quality of Friendships?

        Anne Truitt Zelenka, editor of Web Worker Daily, believes that friendships in the connected age are both higher in quantity and in quality.
        From www.annezelenka.com:

        More connectedness suddenly jumps us to a totally different curve of friendship quality vs. friendship quantity. You can stay in touch with many more people. You can give specially targeted support because you understand much better the contours and context of each friend’s life. You can connect and communicate with much less trouble than before, because you know when your friends are available and how best to reach them.

        To a certain agree, I would agree with Anne. I look at my own life, I would describe friendship as a moving train. People get on, people get off. Except now, rather than disappearing from my life, they linger on the periphery, like a constellation of stars that I can, thanks to the social web, reach out and touch if the need or desire arises.

        My web-unsavvy friends however, run the real risk of dropping out of my life - as people move, phone numbers and emails change. But these people are a minority these days. Overall, my net of friendship is cast wider, further, and stays intact much longer, and all of the sudden, I have friends, lots of friends who I’ve known for years. I derive a sense of comfort to know that all these people, with whom I’ve shared experiences and a connection, albeit for a moment in time, are still, somehow, in my life, although on the far, outer periphery of it.

        teaparty.jpg

        Which would you prefer? Meeting up with virtual friends in a digital world, or enjoying fine tea and fine company in nature?

        Have Social Networks Contributed to the Declining Quality of Friendship?

        In his article “The Web Changes How We Define Friendship“, Steve Rubel ponders how friendship will look like in 10 years. While he recognizes that current Web technologies help scale friendship it in quantity and allows us to spread our networks spread far and wide, he juxtaposes this development with the observation that friendship is declining in quality.

        Steve refers to a Wikipedia article on the Decline of Friendship, which states that, according to a 2006 study, “the number and quality of friendships for the average American has been declining since at least 1985. According to the study, “25% of Americans have no close confidants, and that the average total number of confidants per person has dropped to 2.” Steve, however, does not do much more than ponder whether the social web might have contributed to this trend.

        Whether or not increasing connectivity is responsible for the declining quality of friendship, a recent study shows that heavy online users still possess the same number of close friends as the average person.

        According to the ScienceDaily article Is Social Networking Changing The Face Of Friendship? the average person has a social network of around 150 friends, ranging from very close friends to casual acquaintances. However according to research by Dr Will Reader and colleagues of Sheffield Hallam University, online users say they have about the same number of close friends as the real-life average person. Furthermore, face-to-face encounters are still the most important factor in close friendships.

        Why is this?
        From www.sciencedaily.com:

        Making friends can be costly, according to behavioural ecologists. While it might not be a very romantic view of friendship, making new friends involves an investment by committing time and energy to another person in the hope that they will provide reciprocal benefits in the future.

        According to Dr Reader, face-to-face encounters are necessary in order to gather honest information about the individual. This honest information helps us decide whether that person merits the risk of our investment of time, energy, and trust into that friendship.
        From www.sciencedaily.com:

        The importance of honest signals is a fundamental concept in behavioural ecology. For example, a female song bird invests in a mate based on the quality of his voice, as this is an honest signal indicating the fitness of the bird. In the same way, people choose friends based on their “quality”, and this can only be assessed when there are honest signals being given.

        “It’s easier to spot honest signals when meeting someone face-to-face using facial and bodily cues,” explained Dr Reader, “whereas it’s harder to spot dishonest signals online.”

        The truth is, people present themselves very differently online than in real life. It’s hard to know if your cyber-friend is indeed who he or she claims to be. The Web allows you recreate yourself in whatever fashion you choose, so many people adopt multiple personalities and create a multitude of avatars. Companies routinely create profiles and join networks in order to seed forum discussions with buzz about their products. Six of your virtual friends may, in fact, really be one person.

        customavatar.jpg

        In a Web 2.0 world, friendship abounds. The social web has lowered the bar to friendship, allowing anyone to add anybody for any reason as a “friend”. However the more time we spend online in a race to acquire the most amount of friends (whoever dies with the most friends wins), the less time we spend cultivating authentic, real-life relationships. I believe that this can ultimately hurt us as individuals, and a society as a whole.

        Why?

        Friendship is a Component of Human Happiness

        During my lunch break, I recently asked a co-worker Kay, who happens to be 90 years old, what she found to be the key to happiness in life. She immediately said, “Friends and family.” Then she went on to grumble on for the next hour how her friends have let her down.

        People matter in life. Human beings are social animals, and thus the presence of rewarding friendships and family relationships bring a real quality of happiness, love, connectedness, joy, gratitude, fulfillment, etc, into our lives. These experiential qualities fail to traverse the vast barrier of cyberspace that separate us from our online connections, since, we, in truth, are relating more to our computer screens than the actual person beyond it.

        Social networking sites don’t allow us to engage in acts of generosity, indulge in shared laughter, experience tenderness or love. Online communities and virtual friendships will never substitute real-life communities and face-to-face relationships.

        bestfriends.jpg

        Even social networking sites like Dogster, Catster, and Hamsterster - which enable your pet to make online friends - will never truly replicate the beauty of inter-species friendships.

        Effective Social Design Can Strengthen Real-Life Communities

        We run the risk of spending far too much time online indulging in virtual interactions with fake people. Because our legion of online friends require so little maintenance, we run the risk of reducing the amount of effort we spend cultivating lasting, authentic relationships with real people. For this reason, social networking sites can serve to emphasize the social problems we are facing, such as loneliness, isolation, and lack of trust.

        However, social networks can enhance our lives and happiness if used skillfully or designed skillfully. By bringing people together in real-time, based on shared interests, social networks that have been designed to include an offline component, like Upcoming.org or Meetup.com have a real ability to strengthen local communities and create new, real-life friendships.

        meetup.jpg

        Facebook and LinkedIn communities are made up of profiles that overwhelmingly represent real people. Their user agreements mandate that in order to participate, your profile must be you. Both Facebook and LinkedIn ask friends and connections to validate each other which makes it hard to maintain a fake persona for long. For this reason, these social networks have attained a high degree of trust, which in turn, enhances the sites’ stickiness and growth.

        What is “True Friendship” in a Web 2.0 World?

        Thanks, to the social media revolution, never before have I had so many friends, indeed, friends who’ve I’ve never even met, friends I don’t need to meet, call, or email. Yet, amidst the abundance of friends, the question arises - who are my true friends?

        In order to answer this question, I needed to come up with a definition of true friend. For this I turned to my friend and close confident Vanessa Silva, whose relationship skills, generous nature, and warm, welcoming presence tend to make her central hub for a wide community of diverse individuals.

        She said, “True f