Thursday, May 17, 2007
Artist architects new career online
What do you do when you suspect your avocation won’t pay the bills? Give it up? Choose a related career path? Or find a way to turn your talents into a viable job, and jump into a new venture with both feet?
Artist Jaye Coltharp chose the last option, and is now standing tall as a small business owner. She's the sole proprietor of Fashioned by Jaye, an arts and crafts store she opened in Springfield, Mo., this past September.
Seven years ago, however, Jaye was on her way to a career in architecture. It wasn't until she started selling her artwork on eBay that her true passion found financial stability, eventually enabling her to open a brick-and-mortar space.
Jaye's journey from trading wares on the Internet to buying a downtown shop is a great case study in using online tools to support offline business. Her presence on eBay and MySpace has gained her recognition, ensured a reliable customer base, and attracted artists eager to sell at her store.
And her visible storefront in Springfield fuels word of mouth from satisfied customers, encouraging local people to return. The upshot: Marketing is the one small business challenge Jaye doesn't have to worry about.
We caught up with this artist/businesswoman for a podcast to discuss her career path, successes, and lessons learned. So if you're thinking about pursuing your dream job, or want to reinvigorate your existing business, this is one interview you don't want to miss.
Artist Jaye Coltharp chose the last option, and is now standing tall as a small business owner. She's the sole proprietor of Fashioned by Jaye, an arts and crafts store she opened in Springfield, Mo., this past September.
Seven years ago, however, Jaye was on her way to a career in architecture. It wasn't until she started selling her artwork on eBay that her true passion found financial stability, eventually enabling her to open a brick-and-mortar space.
Jaye's journey from trading wares on the Internet to buying a downtown shop is a great case study in using online tools to support offline business. Her presence on eBay and MySpace has gained her recognition, ensured a reliable customer base, and attracted artists eager to sell at her store.
And her visible storefront in Springfield fuels word of mouth from satisfied customers, encouraging local people to return. The upshot: Marketing is the one small business challenge Jaye doesn't have to worry about.
We caught up with this artist/businesswoman for a podcast to discuss her career path, successes, and lessons learned. So if you're thinking about pursuing your dream job, or want to reinvigorate your existing business, this is one interview you don't want to miss.
Labels: eBay, Jaye Coltharp, Missouri, MySpace, Podcast
Monday, May 7, 2007
Untangling Web 2.0, part 3
Let's get the week started by picking up where I left off last week. I've laid the groundwork for understanding social networking, creating profiles for your business, and learning best practices for building contacts.
And now the best part: How to leverage those guidelines to build traction for your business.
Like skinning a cat, this can be accomplished in several ways:
Send individual e-mails. A feature of every social network is a personal Inbox where you can send messages to your contacts and other members. By crafting clear, well-focused, short messages, you can pass along brief information about your business.
This works well when you want to converse quickly with one person. They're also good for individual follow-up questions about your company.
However, sending e-mails one at a time is time consuming. And if they're not short and punchy, the receiver might not even read it. So it's important to quickly and succinctly sneak your message in.
Comment on your contacts' profile pages. Leaving a friendly hello on your contacts' profiles is a good way to get to know your neighbors and form relationships. Once you build rapport, you can try subtly plugging your product, service, or business in your comment.
You can take it a step further by adding an occasional picture or video to your comments. Think of commenting as a public e-mail. Anyone who comes across that person's profile can see it. Also a bit time-consuming, but it's a great way to market yourself, have people stumble upon you, and request you to be part of their contacts.
Post bulletins. This is where the real bang comes from. Posting bulletins basically means sending mass e-mail to your contacts. However, instead of going to your contacts' Inboxes, the message is posted in their internal bulletin boards page. This way, you can efficiently spread your message to your entire network without clogging mailboxes.
Just go to the internal bulletin board (MySpace has the best one), click 'post new bulletin,' and type a message. It's in the same format as e-mail, so use the same guidelines that you would for any e-mail message.
Start and join groups. You can form groups about ANYTHING -- from the serious, such as Green Thumbs (if you have a landscaping business), to the wacky, such as People Who Love Cherry-Flavored Lollipops (if you love cherry-flavored lollipops). Then you invite members to join.
You can use groups in a few ways to build traction for your business. One is to form a focus group, and ask members for their opinions on your products and business. People will usually be honest -- whether positively or negatively -- especially the college kids. If they think you are selling junk, they will tell you exactly that.
The key is not to get discouraged by negative comments, and instead dig deeper to find out why that comment was posted. How do you do this? Simply use the e-mail function, and do a follow-up with that particular person in the way I outlined above. (See how all these tools eventually come together? They make life a heck of a lot easier.)
Likewise, be on the lookout for groups to join. You can easily search for groups by topic, and click to join them. You can view the members' profiles, too. It's a great way to network and build more relationships with other like-minded people.
Blog within the community. I've talked about blogs so much lately that I'm blue in the face. So, check out my 13 blog tips. They all apply to blogging within a social network, since there's no difference between having a blog on your personal Web page, or within a social network.
The purpose is the same: Opine on your passion, cultivate an audience, and get people talking about your business. A blog on a social network can act as your everyday blog if you want. Just direct all your clients to that blog through your social network profile.
This might look like a ton of stuff to digest, but if you look at it piece by piece, you'll see that none of it is tough to do. Plus, you don't even have to be tech-savvy. That's the beauty of the Web 2.0 revolution, as it makes the Internet accessible to anyone. And now that the Web is untangled, it's more understandable, too!
And now the best part: How to leverage those guidelines to build traction for your business.
Like skinning a cat, this can be accomplished in several ways:
Send individual e-mails. A feature of every social network is a personal Inbox where you can send messages to your contacts and other members. By crafting clear, well-focused, short messages, you can pass along brief information about your business.
This works well when you want to converse quickly with one person. They're also good for individual follow-up questions about your company.
However, sending e-mails one at a time is time consuming. And if they're not short and punchy, the receiver might not even read it. So it's important to quickly and succinctly sneak your message in.
Comment on your contacts' profile pages. Leaving a friendly hello on your contacts' profiles is a good way to get to know your neighbors and form relationships. Once you build rapport, you can try subtly plugging your product, service, or business in your comment.
You can take it a step further by adding an occasional picture or video to your comments. Think of commenting as a public e-mail. Anyone who comes across that person's profile can see it. Also a bit time-consuming, but it's a great way to market yourself, have people stumble upon you, and request you to be part of their contacts.
Post bulletins. This is where the real bang comes from. Posting bulletins basically means sending mass e-mail to your contacts. However, instead of going to your contacts' Inboxes, the message is posted in their internal bulletin boards page. This way, you can efficiently spread your message to your entire network without clogging mailboxes.
Just go to the internal bulletin board (MySpace has the best one), click 'post new bulletin,' and type a message. It's in the same format as e-mail, so use the same guidelines that you would for any e-mail message.
Start and join groups. You can form groups about ANYTHING -- from the serious, such as Green Thumbs (if you have a landscaping business), to the wacky, such as People Who Love Cherry-Flavored Lollipops (if you love cherry-flavored lollipops). Then you invite members to join.
You can use groups in a few ways to build traction for your business. One is to form a focus group, and ask members for their opinions on your products and business. People will usually be honest -- whether positively or negatively -- especially the college kids. If they think you are selling junk, they will tell you exactly that.
The key is not to get discouraged by negative comments, and instead dig deeper to find out why that comment was posted. How do you do this? Simply use the e-mail function, and do a follow-up with that particular person in the way I outlined above. (See how all these tools eventually come together? They make life a heck of a lot easier.)
Likewise, be on the lookout for groups to join. You can easily search for groups by topic, and click to join them. You can view the members' profiles, too. It's a great way to network and build more relationships with other like-minded people.
Blog within the community. I've talked about blogs so much lately that I'm blue in the face. So, check out my 13 blog tips. They all apply to blogging within a social network, since there's no difference between having a blog on your personal Web page, or within a social network.
The purpose is the same: Opine on your passion, cultivate an audience, and get people talking about your business. A blog on a social network can act as your everyday blog if you want. Just direct all your clients to that blog through your social network profile.
This might look like a ton of stuff to digest, but if you look at it piece by piece, you'll see that none of it is tough to do. Plus, you don't even have to be tech-savvy. That's the beauty of the Web 2.0 revolution, as it makes the Internet accessible to anyone. And now that the Web is untangled, it's more understandable, too!
Labels: MySpace, Social Networking, Web 2.0
Thursday, May 3, 2007
More untangling of Web 2.0
The first step to solving your problem is admitting you have one. I'm admitting it. I'm addicted to blogging. But I'm not too interested in solving it, because where would that leave all you loyal IncPlace readers?
Case in point: I just had to return to my keyboard and bang out part two of social networking how-to's. Let's get started!
First, activate your account and build your profile. This can be as easy or as difficult as you want. Most social networks have templates you can choose from, so you don't have to be a designer in order to have something that looks professional.
Like I said before, these social networks are geared to individuals, so the areas to fill out info might seem a bit strange. However, they can be adapted for business use. In the "about me" section, fill out any info that you want people to know.
In the "interests and hobbies" section, you might list your products, or keywords relating to your business.
The pictures section is a great place to put your company logo, and those shots of you at the company Christmas party.
Don't forget that you can join more than one social network, so your messages should be tailored to the audience that visits the networks. If you can relate to them, they can relate to you.
Once this basic info is set up, it's time to grow your network and meet vital contacts.
Don't be intimidated -- this is pretty easy to do. Start by browsing profiles and adding them to your buddy list. Browsing for profiles is a very simple task, since all social networks do it the same way.
It's important to keep two things in mind when adding people to your friend or contact list. You can add anybody you want -- but remember, you're a business, so you want to add people who share common interests with your product or service. You also want to find your target market.
This is why I recommend MySpace as the best option to date. You can do a site search to find members who fit your audience. For example, if you sell trendy clothes, you might want to search for people who are into fashion and friend request them.
Once you start adding friends, you'll see the networking effect take place. Soon people will be requesting to add you to their contact list. But beware, some of these accounts are fake. The good news is, it's pretty easy to tell the fake from the legit. Here are my guidelines for what's fake:
Friend requests from a celebrity, such as Tom Cruise or the ever-popular Jenna Jameson. Chances are celebs don't have an interest in your business. The proof? Search a social network for Tom Cruise. There are hundreds of impersonators.
On the other hand, if your goal is to just add as many people as you can, then by all means, accept Tom's invitation. You're not going to be in any type of online danger. However, it might weaken your credibility if you have a ton of celebs as buddies (unless you're an agent).
Friend requests from someone in Alabama. In order to create mass spam accounts, people use computer programs to automatically make specific profile choices. The easiest location choice is the first on the drop down menu: Alabama.
This is also the reason many webcam girls come from Alabama. Check out this post from Seun for an explanation.
Friend requests from someone who asks you to check out their webcam. Don't click on the webcam -- no matter how tempting it might be.
Profiles without pictures. Social networkers tend to be quite a photogenic bunch, so accounts without pictures, or just one picture, are likely fake.
Profiles full of nonsense comments. Something like "Thanx for da add" is probably the work of a robot. Also, accounts with no signs of intelligent back-and-forth chit-chatting between friends are probably fake as well.
Profiles containing get-rich-quick schemes. They're a scam, simple as that.
"Now Andy," you might say, "it sounds like I'll be stuck with a ton of fake accounts, and all my personal information will be stolen." This is not the case. I'm just giving you a heads-up about what is out there.
Above all, use your common sense. Street smarts work well in the online world, too. If someone off the street offered you free money, you'd just keep walking. Online is no different.
Now that you've got your profile up and made some friends, what do you do with them? PARTYYY!
Well, not quite ... Uh oh, Seun just walked in front my desk with an urgent matter. BRB, friends, I'll have the final installment of social networking 101 soon!
Case in point: I just had to return to my keyboard and bang out part two of social networking how-to's. Let's get started!
First, activate your account and build your profile. This can be as easy or as difficult as you want. Most social networks have templates you can choose from, so you don't have to be a designer in order to have something that looks professional.
Like I said before, these social networks are geared to individuals, so the areas to fill out info might seem a bit strange. However, they can be adapted for business use. In the "about me" section, fill out any info that you want people to know.
In the "interests and hobbies" section, you might list your products, or keywords relating to your business.
The pictures section is a great place to put your company logo, and those shots of you at the company Christmas party.
Don't forget that you can join more than one social network, so your messages should be tailored to the audience that visits the networks. If you can relate to them, they can relate to you.
Once this basic info is set up, it's time to grow your network and meet vital contacts.
Don't be intimidated -- this is pretty easy to do. Start by browsing profiles and adding them to your buddy list. Browsing for profiles is a very simple task, since all social networks do it the same way.
It's important to keep two things in mind when adding people to your friend or contact list. You can add anybody you want -- but remember, you're a business, so you want to add people who share common interests with your product or service. You also want to find your target market.
This is why I recommend MySpace as the best option to date. You can do a site search to find members who fit your audience. For example, if you sell trendy clothes, you might want to search for people who are into fashion and friend request them.
Once you start adding friends, you'll see the networking effect take place. Soon people will be requesting to add you to their contact list. But beware, some of these accounts are fake. The good news is, it's pretty easy to tell the fake from the legit. Here are my guidelines for what's fake:
Friend requests from a celebrity, such as Tom Cruise or the ever-popular Jenna Jameson. Chances are celebs don't have an interest in your business. The proof? Search a social network for Tom Cruise. There are hundreds of impersonators.
On the other hand, if your goal is to just add as many people as you can, then by all means, accept Tom's invitation. You're not going to be in any type of online danger. However, it might weaken your credibility if you have a ton of celebs as buddies (unless you're an agent).
Friend requests from someone in Alabama. In order to create mass spam accounts, people use computer programs to automatically make specific profile choices. The easiest location choice is the first on the drop down menu: Alabama.
This is also the reason many webcam girls come from Alabama. Check out this post from Seun for an explanation.
Friend requests from someone who asks you to check out their webcam. Don't click on the webcam -- no matter how tempting it might be.
Profiles without pictures. Social networkers tend to be quite a photogenic bunch, so accounts without pictures, or just one picture, are likely fake.
Profiles full of nonsense comments. Something like "Thanx for da add" is probably the work of a robot. Also, accounts with no signs of intelligent back-and-forth chit-chatting between friends are probably fake as well.
Profiles containing get-rich-quick schemes. They're a scam, simple as that.
"Now Andy," you might say, "it sounds like I'll be stuck with a ton of fake accounts, and all my personal information will be stolen." This is not the case. I'm just giving you a heads-up about what is out there.
Above all, use your common sense. Street smarts work well in the online world, too. If someone off the street offered you free money, you'd just keep walking. Online is no different.
Now that you've got your profile up and made some friends, what do you do with them? PARTYYY!
Well, not quite ... Uh oh, Seun just walked in front my desk with an urgent matter. BRB, friends, I'll have the final installment of social networking 101 soon!
Labels: MySpace, Social Networking, Web 2.0
Wednesday, May 2, 2007
Oh, what a tangled Web 2.0 we weave ...
Quick! When I say Web, you say 2.0. Web! [2.0!]
Web! [2.0!]
Web! [2.0!]
You got it! ... Or do you?
Web 2.0 is all about community, collaboration, and social networking. This is all fine and well if you understand how to use it to your advantage. And that's what I'm here for, folks.
Many business owners ask me how they can become part of these online communities. Most believe it's hard to get involved in community-based networks, and even harder to use them. This is a myth. These things are so easy to use, even a diaper-donning baby can have great success with them. (Well, you get the point.)
For those who don’t know what social networking is, let me take a moment to clarify. It’s the new buzzword for what used to be called word-of-mouth advertising (WOM). The buzzword was created so that some guy could rake in millions by making something people already did sound brand-new -- a total crock, but who am I to argue with a great business plan?
In order to understand how to use social networks to grow your business and spread the word online, we have to first define what networks will give you the most bang for your buck. And by buck I mean time put into networking, since most of the sites are free.
Consider the big three: Facebook, LinkedIn, and MySpace. These sites are the most well-known social networking sites. Facebook caters to the college- and high school-based audience.
LinkedIn is a resume-trading site that's fairly complex and difficult to navigate. It's the only network of the three that was intended for any type of business use. But there really isn’t much else to do on it besides share resumes with friends and coworkers.
And then there's MySpace. Anyone can join it. And even though it's not business-oriented, it is the most viable option for businesses right now because of its open policies.
The real work starts from here, so buckle your boots. I'll have more social networking tools and tips soon!
Web! [2.0!]
Web! [2.0!]
You got it! ... Or do you?
Web 2.0 is all about community, collaboration, and social networking. This is all fine and well if you understand how to use it to your advantage. And that's what I'm here for, folks.
Many business owners ask me how they can become part of these online communities. Most believe it's hard to get involved in community-based networks, and even harder to use them. This is a myth. These things are so easy to use, even a diaper-donning baby can have great success with them. (Well, you get the point.)
For those who don’t know what social networking is, let me take a moment to clarify. It’s the new buzzword for what used to be called word-of-mouth advertising (WOM). The buzzword was created so that some guy could rake in millions by making something people already did sound brand-new -- a total crock, but who am I to argue with a great business plan?
In order to understand how to use social networks to grow your business and spread the word online, we have to first define what networks will give you the most bang for your buck. And by buck I mean time put into networking, since most of the sites are free.
Consider the big three: Facebook, LinkedIn, and MySpace. These sites are the most well-known social networking sites. Facebook caters to the college- and high school-based audience.
LinkedIn is a resume-trading site that's fairly complex and difficult to navigate. It's the only network of the three that was intended for any type of business use. But there really isn’t much else to do on it besides share resumes with friends and coworkers.
And then there's MySpace. Anyone can join it. And even though it's not business-oriented, it is the most viable option for businesses right now because of its open policies.
The real work starts from here, so buckle your boots. I'll have more social networking tools and tips soon!
Labels: Facebook, LinkedIn, MySpace, Social Networking, Web 2.0, Word of mouth
Friday, April 20, 2007
MySpace: About to kick the bucket?
MySpace's impromptu decision last week to disable Photobucket's capabilities for its users has caused quite a stir in the blogosphere. So I thought it was time to give my two cents on the matter.
Faithful readers know I pull no punches when it comes to MySpace (see evidence here). And this latest move by the social networking giant solidifies my latest theory: This is the beginning of the end for MySpace.
Yes, I know that with 170 million users, MySpace must be doing something right. But therein lies their downfall. The reason MySpace is where it is today is because it gave people what they didn’t have elsewhere -- total control.
If you have an open community where users control their environment, you cannot ban services the community wants to use. In the case of MySpace, the demographic is so fickle that they will leave the site if they can't use their preferred tools to create and update their pages. And the niche social networks that do allow for users to control their environment will clean house.
From a business standpoint, however, I understand MySpace's perspective. They have the right to make changes that affect their bottom line. But remember, their bottom line is directly attached to their fickle user base -- a classic Catch-22. So it'll be interesting to see if users leave MySpace over the Photobucket debacle, and where they make their next online home.
In the meantime, if you are looking to become one of these new niche sites, GogaOM offers some advice on how to avoid MySpace's current scenario.
Faithful readers know I pull no punches when it comes to MySpace (see evidence here). And this latest move by the social networking giant solidifies my latest theory: This is the beginning of the end for MySpace.
Yes, I know that with 170 million users, MySpace must be doing something right. But therein lies their downfall. The reason MySpace is where it is today is because it gave people what they didn’t have elsewhere -- total control.
If you have an open community where users control their environment, you cannot ban services the community wants to use. In the case of MySpace, the demographic is so fickle that they will leave the site if they can't use their preferred tools to create and update their pages. And the niche social networks that do allow for users to control their environment will clean house.
From a business standpoint, however, I understand MySpace's perspective. They have the right to make changes that affect their bottom line. But remember, their bottom line is directly attached to their fickle user base -- a classic Catch-22. So it'll be interesting to see if users leave MySpace over the Photobucket debacle, and where they make their next online home.
In the meantime, if you are looking to become one of these new niche sites, GogaOM offers some advice on how to avoid MySpace's current scenario.
Labels: MySpace, Photobucket
Wednesday, April 11, 2007
The secrets to a vital viral video
We all receive viral videos like this in our Inbox that make us yell, "Holy #$%@*, that's insane!" Then, like the good Internet soldiers we are, we pass it on to our friends and colleagues, with the subject line "Check this out! It's crazy!"
Thus enters the "viral" part of viral videos. But what makes us furiously forward one video, and instantly delete another?
In my experience, those that click are over-the-top and unexpected, rather than simply clever. Think about it: You're more likely to forward a viral video of someone surviving a plane jump after their parachute doesn't open, than, say, those "Priceless" Mastercard ads.
My point is, people like to see shocking things that leave them in disbelief. And for businesses looking to get their own viral video going, your efforts should be just as bold.
The good news is you don't have to have a slick Hollywood production to accomplish this. Plenty of videos on YouTube and other video sites are very low-budget, yet pack the shock appeal that makes them go viral.
So it's unnecessary to hire a huge production company to make the video. Leave that to the big boys who are making “clever” video spots. Instead, go to a local college campus’s film school to find students interested in filming something over a day or weekend.
This approach ensures you get people who want to create a good video for their film school portfolio, while building their name recognition. And film school students are bastions of creativity, just waiting to create that one totally original masterpiece -- a hunger many big production companies lack.
And remember, the content of your video doesn’t necessarily have to do with your product, service, or business. Just create something outrageous that gets a great reaction. Then all you have to do is tie it in loosely with your messaging at the end of the video.
If you must show your product, do something preposterous! How many of us have seen those "Will it Blend?" videos on YouTube? And how many check back to see what will be chopped and pureed next? This one outrageous idea gets people excited every time a new video gets released. If people are excited, your company’s bottom line will get excited, too.
Speaking of bottom line, make sure you flash your company name, message, and Web site address at the video's conclusion. The purpose of these videos is to drive traffic back to you, increasing your exposure and revenue. It would be a shame to have a video with a million views, yet people have no clue where it came from.
And lastly, don’t be boring. Might seem obvious, but it's amazing how often entertainment value is overlooked. Many people tell me they made a video showing off their product and its benefits, then wonder why they don’t get any traction. The answer is simple: The video is not unique or engaging. It's more like sitting in a classroom, or at a dentist's office.
Once your video is complete, make sure you post it everywhere. Set up accounts on sites such as YouTube, MySpace, Metacafe, Revver, and Google Video.
Then tell all your friends and e-mail contacts about it. The more comments and views these videos generate, the higher they go in the rankings (see yesterday's post on SEO). And some sites, like Revver, will even pay you when your video goes viral. This is the ultimate win-win situation -- getting paid for gaining exposure!
So grab your camera (or film student), and put that one big idea into action. Who knows? You may end up being the next Diet Coke and Mentos phenomenon. After all, 1.5 million views ain't too shabby.
Labels: Google Video, MySpace, Revver, Viral videos, YouTube
Friday, March 9, 2007
13 tips for birthing your blog
Admit it -- you have blog envy.
You cruise the blogosphere, peruse diverse blog designs and topics, and think, “I could do this! I could blog for my business!”
So you pick a Blogger template. Brainstorm a funky title. Sit down to type. And then ... nothing. You've been stricken by blogging dysfunction (B.D.), a common side effect of starting a blog without having a clue how to sustain it.
Seun and I are committed to eliminating B.D. from the Web 2.0 world, and YOU are our first patient. The prescription: Read these 13 tips (no longer the unlucky number) and comment in the morning.
1. Passion makes perfect. Don't even THINK about pursuing a blog strategy if you have no real passion or excitement for the topic. Ambivalence will manifest as lukewarm, uninspired posts -- a huge turn-off to potential readers. Passion, on the other hand, breathes life and interest into the blog, and encourages readers to come back for more. Besides, loving what you blog about will reinforce your commitment to update and manage the blog.
2. Go at it regularly. Write on your topic(s) daily, weekly, monthly -- whatever works best with your schedule, material, and audience. The important thing is to stay consistent and reliable. This assures your readers can count on new material, and you can get into a regular habit.
3. Write well. Make sure your writing skills are up to par. If you can't construct a simple sentence, or if you simply hate writing, outsource the material. Find a writer or company who can adopt your voice and craft your posts.
4. Be transparent. The blogosphere will tear you limb from limb if they discover you're a 'flog' (fake blog). Stay completely transparent and honest about the blog's purpose, its contributors' backgrounds, and its source material.
5. Variety = spice of life. Choose a variety of topics that impact and interest your customers. This kicks the blog up a notch from product or service pitching, and transforms it into a relevant resource for your target audience. They'll read you, share you, reference you, and, most important, get to know you.
6. Find the link love. Read and understand other bloggers in the universe who cover the same topics. Link to them on your blog, let them know you endorse them, and hope that they reciprocate with a similar shout-out. This is called 'link love' -- establishing relationships with the other bloggers for mutual exposure.
7. Comment to encourage conversation. Blogging is a conversation. It doesn't work one way. Take the time to review and respond to comments left on your site. This serves two purposes: It personally connects to your readers, and it helps you gauge if you're reaching your intended audience. Conversely, comment on other blogs, and link back to your blog. This will help you tap more interested readers, and offer them your relevant material.
8. Claim your blog on Technorati. This blog tracker searches, surfaces, and organizes blogs and other online content. Registering with Technorati increases your exposure, and helps promote the blog to a specific audience. Plus, it will help YOU navigate the nearly 71 million blogs now in existence.
9. Digg your blog for del.icio.us results. Add Digg and del.icio.us links to your blog. This makes it easy for readers to tag your stories, sending them into mainstream readership. If the post is particularly eye-catching, it might even become featured on the taggers' homepages -- a terrific way to reach thousands of new readers.
10. Build your social network. Most social network sites offer free profile setups. The obvious example is MySpace, the biggest and most popular with millions of users. If you do choose to set up a profile, remember your audience, and network with the appropriate communities.
11. Design matters. Just as your fingerprints mark your identity, so should your blog design speak for your business. Keep it clean and simple. Too much clutter, and people won't read. Too little content, and they won't stay.
12. Buy Google AdWords. Evaluate your budget. If you have the money, you might want to invest in online advertising. This technique, which is gaining popularity among businesses, is another helpful way to drive traffic to your blog.
13. Go viral. Companies are increasingly turning to YouTube and other video sites to air commercials, presentations, and other videos. Producing a viral video is a cheap, fast way to expose thousands of eyeballs to your business. Once it's up, include the video on your blog to get the ball rolling among your core audience.
There's much more advice where this comes from, but we'll wait for future posts to dish it out. In the meantime, good luck and God speed, fellow blogger! We look forward to reading you.
You cruise the blogosphere, peruse diverse blog designs and topics, and think, “I could do this! I could blog for my business!”
So you pick a Blogger template. Brainstorm a funky title. Sit down to type. And then ... nothing. You've been stricken by blogging dysfunction (B.D.), a common side effect of starting a blog without having a clue how to sustain it.
Seun and I are committed to eliminating B.D. from the Web 2.0 world, and YOU are our first patient. The prescription: Read these 13 tips (no longer the unlucky number) and comment in the morning.
1. Passion makes perfect. Don't even THINK about pursuing a blog strategy if you have no real passion or excitement for the topic. Ambivalence will manifest as lukewarm, uninspired posts -- a huge turn-off to potential readers. Passion, on the other hand, breathes life and interest into the blog, and encourages readers to come back for more. Besides, loving what you blog about will reinforce your commitment to update and manage the blog.
2. Go at it regularly. Write on your topic(s) daily, weekly, monthly -- whatever works best with your schedule, material, and audience. The important thing is to stay consistent and reliable. This assures your readers can count on new material, and you can get into a regular habit.
3. Write well. Make sure your writing skills are up to par. If you can't construct a simple sentence, or if you simply hate writing, outsource the material. Find a writer or company who can adopt your voice and craft your posts.
4. Be transparent. The blogosphere will tear you limb from limb if they discover you're a 'flog' (fake blog). Stay completely transparent and honest about the blog's purpose, its contributors' backgrounds, and its source material.
5. Variety = spice of life. Choose a variety of topics that impact and interest your customers. This kicks the blog up a notch from product or service pitching, and transforms it into a relevant resource for your target audience. They'll read you, share you, reference you, and, most important, get to know you.
6. Find the link love. Read and understand other bloggers in the universe who cover the same topics. Link to them on your blog, let them know you endorse them, and hope that they reciprocate with a similar shout-out. This is called 'link love' -- establishing relationships with the other bloggers for mutual exposure.
7. Comment to encourage conversation. Blogging is a conversation. It doesn't work one way. Take the time to review and respond to comments left on your site. This serves two purposes: It personally connects to your readers, and it helps you gauge if you're reaching your intended audience. Conversely, comment on other blogs, and link back to your blog. This will help you tap more interested readers, and offer them your relevant material.
8. Claim your blog on Technorati. This blog tracker searches, surfaces, and organizes blogs and other online content. Registering with Technorati increases your exposure, and helps promote the blog to a specific audience. Plus, it will help YOU navigate the nearly 71 million blogs now in existence.
9. Digg your blog for del.icio.us results. Add Digg and del.icio.us links to your blog. This makes it easy for readers to tag your stories, sending them into mainstream readership. If the post is particularly eye-catching, it might even become featured on the taggers' homepages -- a terrific way to reach thousands of new readers.
10. Build your social network. Most social network sites offer free profile setups. The obvious example is MySpace, the biggest and most popular with millions of users. If you do choose to set up a profile, remember your audience, and network with the appropriate communities.
11. Design matters. Just as your fingerprints mark your identity, so should your blog design speak for your business. Keep it clean and simple. Too much clutter, and people won't read. Too little content, and they won't stay.
12. Buy Google AdWords. Evaluate your budget. If you have the money, you might want to invest in online advertising. This technique, which is gaining popularity among businesses, is another helpful way to drive traffic to your blog.
13. Go viral. Companies are increasingly turning to YouTube and other video sites to air commercials, presentations, and other videos. Producing a viral video is a cheap, fast way to expose thousands of eyeballs to your business. Once it's up, include the video on your blog to get the ball rolling among your core audience.
There's much more advice where this comes from, but we'll wait for future posts to dish it out. In the meantime, good luck and God speed, fellow blogger! We look forward to reading you.
Labels: Blog, Blogger, Del.icio.us, Digg, Google AdWords, Link Love, MySpace, Technorati, Web 2.0, Writing, YouTube
Tuesday, February 13, 2007
MySpace: Storefronts or whorefronts?
MySpace hosts over 100 million active accounts. But how many of them are real?
I casually browsed some profiles recently. Don't quote me, but I estimate at least 70 percent of all listed profiles were somehow related to porn, either in content or advertising. Yet scattered among the smut were legitimate business profiles -- law firms, entrepreneurs, musicians, and more -- all using the networking service for its original purpose.
It reminds me of Times Square years ago, when prostitutes, drug addicts, and pimps packed the streets, scaring tourists away. But brave visitors who ventured in anyway occasionally stumbled upon a day care center, a bakery, or another real business -- quite the anomaly in the seedy Square.
MySpace case in point: Roni Deutch (legit biz) vs. Dawn (smut peddler).
After seeing Dawn's profile countless times, I had to ask myself -– is MySpace the behemoth it claims to be? More important, do businesses want to be there?
Yes. And yes. Now pick yourself up off the floor, and hear me out.
MySpace is not an outdated elder statesman of the Web 2.0 phenomenon. It still plays an important role in the social networking landscape as one of the most recognized and extensive online communities available today. And like any tool, it is most powerful when properly used, fostering connection and communication.
However, here's what has to happen to make sure MySpace retains that power:
First, MySpace administrators must crack down on flagrant porn accounts. They exacerbate the issue by ignoring it. The site is slowly turning into a profile trash heap, with actual users lost in the pile.
Then MySpace must reclaim and recommit to these users. This requires caring about them, and seeing them as customers, not just one of 100 million notches on a headboard. It means asking them if they are getting any value from the site, and if not, what the company can do to fix that.
MySpace needs to be Rudy Giuliani. It needs to clean up its act for the good of its own business, and for all the smaller shops that depend on it for social networking. Otherwise, the real users will drift away to one of the countless new networking sites that pop up daily -- and not return.
Unless, of course, they're looking for porn.
I casually browsed some profiles recently. Don't quote me, but I estimate at least 70 percent of all listed profiles were somehow related to porn, either in content or advertising. Yet scattered among the smut were legitimate business profiles -- law firms, entrepreneurs, musicians, and more -- all using the networking service for its original purpose.
It reminds me of Times Square years ago, when prostitutes, drug addicts, and pimps packed the streets, scaring tourists away. But brave visitors who ventured in anyway occasionally stumbled upon a day care center, a bakery, or another real business -- quite the anomaly in the seedy Square.
MySpace case in point: Roni Deutch (legit biz) vs. Dawn (smut peddler).
After seeing Dawn's profile countless times, I had to ask myself -– is MySpace the behemoth it claims to be? More important, do businesses want to be there?
Yes. And yes. Now pick yourself up off the floor, and hear me out.
MySpace is not an outdated elder statesman of the Web 2.0 phenomenon. It still plays an important role in the social networking landscape as one of the most recognized and extensive online communities available today. And like any tool, it is most powerful when properly used, fostering connection and communication.
However, here's what has to happen to make sure MySpace retains that power:
First, MySpace administrators must crack down on flagrant porn accounts. They exacerbate the issue by ignoring it. The site is slowly turning into a profile trash heap, with actual users lost in the pile.
Then MySpace must reclaim and recommit to these users. This requires caring about them, and seeing them as customers, not just one of 100 million notches on a headboard. It means asking them if they are getting any value from the site, and if not, what the company can do to fix that.
MySpace needs to be Rudy Giuliani. It needs to clean up its act for the good of its own business, and for all the smaller shops that depend on it for social networking. Otherwise, the real users will drift away to one of the countless new networking sites that pop up daily -- and not return.
Unless, of course, they're looking for porn.
Labels: E-commerce, MySpace
Monday, January 29, 2007
Gazing into the MySpace crystal ball
Hot off the social network presses -- MySpace is planning to double the number of countries it serves by the end of 2007, but as of yet, is not naming names.
My prediction for one of those undisclosed markets: South Korea. Wouldn't surprise me in the least if MySpace launches there, considering it's essentially the tech hub for Asia, with the highest broadband penetration in the world.
Now enter the competition. There's already an active, popular South Korean social networking site called Cyworld. (Here's the U.S. version, for those of you who don't have time to brush up on your Hangugeo.)
Think Second Life, but bigger. Plus, Cyworld makes a ton of money from advertising, hosting corporate-sponsored pages, and selling backgrounds, charms, graphics, and music for individual sites.
Cool, right? Well, this is even cooler ... Cyworld attracts approximately 90 percent of people ages 16 to 28 in South Korea. And what U.S. company wouldn't kill for such broad access to that coveted demographic?
Also, wouldn't surprise me if MySpace starts to position itself to take a whack at Google in 2007 by buying up companies and making itself a huge portal. It's already got the traffic -- now it just needs the real estate. (Hmm. Maybe it can get some in Cyworld ...)
My prediction for one of those undisclosed markets: South Korea. Wouldn't surprise me in the least if MySpace launches there, considering it's essentially the tech hub for Asia, with the highest broadband penetration in the world.
Now enter the competition. There's already an active, popular South Korean social networking site called Cyworld. (Here's the U.S. version, for those of you who don't have time to brush up on your Hangugeo.)
Think Second Life, but bigger. Plus, Cyworld makes a ton of money from advertising, hosting corporate-sponsored pages, and selling backgrounds, charms, graphics, and music for individual sites.
Cool, right? Well, this is even cooler ... Cyworld attracts approximately 90 percent of people ages 16 to 28 in South Korea. And what U.S. company wouldn't kill for such broad access to that coveted demographic?
Also, wouldn't surprise me if MySpace starts to position itself to take a whack at Google in 2007 by buying up companies and making itself a huge portal. It's already got the traffic -- now it just needs the real estate. (Hmm. Maybe it can get some in Cyworld ...)
Labels: Cyworld, MySpace, South Korea
