MackCollier.com

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How Is Twitter Impacting Search and SEO? Here’s the (Visual) Proof

Yesterday’s post on Social Media Crisis Management was a bit of experiment to see how highly I could rank for the term “Social Media Crisis Management”.  I also wanted to share my results with you, so you can hopefully learn a bit more about the importance of SEO (Search Engine Optimization).

First, I picked a fairly specific term, in “Social Media Crisis Management”.  I checked prior to publishing yesterday’s post, and there were just a shade under 29,000 Google results for that term.  This is important because you need to pick the most specific term as possible, because this will result in less competition, and (if you’ve picked the right term for you) it means you will be more likely to get the ‘right’ kind of traffic.

Second, I made sure the term was in the title and mentioned a couple of times in the post.  I also made the term “Social Media Crisis Management” at the front of the post title, I originally had the title as “A No-Nonsense Guide to Social Media Crisis Management” but Amy wisely suggested that I flip it so the term I was targeting was at the front of the title.

Now, a note about keywords and phrases: You do need to pick and target specific keywords and phrases, but you also need to incorporate them into the post in a way that makes sense to the reader.  I only used that term in the post twice, because that’s all I felt it needed.  It might have helped the results to get it in there once or twice more, but I felt I would have had to compromise the flow of the post’s structure to do it, so I didn’t.  You always have to remember that you are writing for people, if the post doesn’t make sense to them, then it really doesn’t matter if it does well in search results.

So, when I published the post yesterday at 12:20pm, there were 28,900 Google results for the term “Social Media Crisis Management”.  I tweeted a link to it at that time.  Fifty minutes later at 1:10pm, the post was already showing up on the 3rd page for a Google search of #Social Media Crisis Management”:

Social Media Crisis Management, Twitter I tweeted out another link to the post around 2pm, and then at 2:30pm, it moved a bit further up the results on the 3rd page:

Social Media Crisis Management, TwitterThen 15 minutes later at 2:45pm I checked again, and 2 hours and 25 minutes after being published, the post is now on the 1st page of results for the term “Social Media Crisis Management”:

Social Media Crisis Management, TwitterAs you can see, the post was now at #7 on the internet for that term.  I searched one more time at 3:40pm, and the term had risen up to #6 on Google, and above the fold (barely):

Social media crisis management, Twitter

As of this writing it has settled back to #7.  But the interesting part is that all of the above screenshots were taken by me searching with Google with results for EVERYTHING, and when I was NOT signed into Google.

So at 3:20pm, I decided to check the Latest results for “Social Media Crisis Management”, and this is what I saw:

Social Media Crisis Management, TwitterTHIS is huge.  The Latest results factors in real-time linking behavior, so it is picking up all the tweets where my post was being RTed, and as a result, the top half of the Latest results for the term “Social Media Crisis Management” were completely devoted to MY post.

And this is what the same search showed me this morning at 9:20am:

Social Media Crisis Management, TwitterI couldn’t get all of the results in one screenshot but EVERY result from the above was about my post.  Every result in the latest column on the left, the Top Link on the Right, and the Top Updates under it.  My post owned the 1st page of Latest search results for the term “Social Media Crisis Management”.

That’s a perfect example of how Twitter and Facebook sharing is now impacting Google results.  And it’s also a wonderful illustration of the value of being active on Twitter.  I tweeted a link to that post several times yesterday and this morning, which was a big reason why it moved up the Google results so quickly, and a big reason why it dominated the Latest results for that term.

So those of you that are trying to sell your boss on why they should use Twitter, you just got another argument in your favor 😉

But there are two things I want you to take away from this:

1 – This was very basic SEO stuff that any of you can do.  It was simply a case of targeting a specific phrase, and inserting it in the post.  Now as far as my having a large and engaged Twitter network and readership here (thanks guys!), that definitely played a big factor in the post moving up the results so quickly.  But at a basic level, everything I did from a SEO perspective is what you can do with every post.  And you should.

2 – You can best learn by breaking stuff.  There are a gazillion ‘How to’ and ’10 Steps to…’ articles about using social media, and I have certainly written my fair share of these.  But the best way *I* learn is if you can show me the first 1 or 2 steps, then leave me alone and let me figure out the remaining 8 or 9 steps for myself.  Don’t just blindly follow my social media advice or anyone else’s.  Use the advice as a guide for how you can get started.  But there is no one RIGHT way to use social media.  Never forget that.  I can tell you what works for me and my clients, but you still need to tweak any advice so that it is perfect for you.  SEO geeks will no doubt see a ton of things that I could have done or altered in this experiment to get even better results.  And moving forward, I am going to continue to tweak and ‘break stuff’ in order to better figure out how all the moving parts work together.

So go forth, be social, and keep breaking stuff 😉

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The 3 Critical Content Creation Questions You Must Ask (And Answer!)

content and blog creationHow many times have you heard the adage that ‘Content is King’?  Great content is extremely important, but when it comes to actually creating great content, there are three questions you need to ask, and answer:

1 – Who do you want to reach with your content?

2 – How will your content help you reach them?

3 – What action do you want them to take as a result of your content?

Now before we get into these questions, I wanted to tell you about a couple of posts I wrote.  The first post was a rant about the idea that ‘Content is King’.  A lot of people believe this is gospel, but I don’t, I think community is as important, if not moreso than simply good content.  So I wrote a post on this topic, with the provacative title of “The Idea That ‘Content is King’ in Blogging is Total Bullshit“.  I thought this post was a home run.  It got over 70 comments (at the time the most comments ever for one of my posts), and a few hundred ReTweets on Twitter.  And the day it was published, The Viral Garden had a record traffic day, up 900% over avg traffic.  In short, I was pretty damn proud of myself.

Then I got a letter from a friend, who said “I see you have created a lot of drama on Twitter today with that post.  Let me ask you something: How many clients did that post get you?”

Shit.  My friend was right, I didn’t get a single dollar’s worth of business from that post.  It got a TON of interaction and engagement, but didn’t create any business for me.  That’s when I realized that I hadn’t written it to connect with potential clients, I had written it to be a rant that would get attention, and that’s exactly what happened.  But since my blog was a business development tool, that post missed the mark.

Another example is a post I wrote a couple of years ago on using Google Analytics to better track your blog’s statistics, so that you can improve your blogging efforts.  I wrote this post specifically to help companies use GA to get a better handle on what’s happening on their blog, so they could improve their blogging efforts.  The post got a couple of comments, and a few RTs.  Very little engagement.

But a couple of months after I wrote that post, a potential client found it by doing a Google search on site analytics, and found the post to be valuable, and contacted me.  I ended up getting a $10,000 project with their agency, and later got a second $5,000 project with them.  Plus, the agency owner referred me to another business that has so far given me over $7,000 in work.  So that one post, which was written to solve a specific problem that blogging companies were having, has so far generated over $22,000 in business for me.

The point in both these examples is that you have to consider each of the three questions above when creating content.  Let look at each of them:

Who do you want to reach?

When you write that next blog post, when you create that next video, or even when you send that next tweet, think about who you want that content to connect with.  If you are a business or organization, you probably want to connect with potential customer or clients or vendors or partners.

Which ties back to my first example.  That post got a LOT of interaction and engagement, but the problem is that the engagement wasn’t with potential clients, it was with fellow marketers and consultants.  My friend Beth Harte often says that too many people in the ‘social media space’ aren’t writing for clients, they are writing for each other.  But a lot of us do this because we believe that we need to create content that gets a reaction.  We need to create content that gets the RIGHT type of reaction, and that comes from targeting the RIGHT people.

How will your content help you reach them?

If you want your target audience to find your content, then you either need to bring it to them, or you need to give them a reason to seek it out.  Recall my second example above of the post that I wrote that got me $22,000 worth of business.  This is a perfect example of what I mean, in that case, a client found my content because they were seeking it out.  They were looking for a solution to a problem they were having.

Which brings up another point to consider about engagement.  Just because your post isn’t getting comments or Likes or RTs doesn’t mean there isn’t engagement happening.  I had no idea that a potential client had read that 2nd post, till they emailed me.  Not everyone will comment or RT or Like a post, and sometimes the ones that don’t, are the most valuable.  Which brings up the 3rd question you need to ask…

What action do you want them to take?

Let’s assume you have figured out who you want to reach with your content, and that content has reached them.  Now, what do you want that person to do?  Let’s say you want that person to contact you about purchasing a product or service from you.  That means that with your content you need to either ask for the order, or you need to make sure that the content makes such a compelling case for your ability to help them, that they decide to contact you directly.

Now I know that some of you might be a bit uneasy about adding a ‘Call to Action’ to your content.  This can be something as simple as ‘Please leave a comment’ or more direct like ‘Call us now at 1-800-555-5555 to purchase yours!’  And I don’t think you need to add a call to action to every post, but you do need to give your readers some direction.

Remember this: If your content has created value for someone, then you have earned the right to add a call to action.  Because if your content is truly valuable to me, then I am WANTING to see a call to action.  I may not be ready to buy from you, but I probably want to subscribe to your blog, or at least want an option to share your content with my network.

So when you are creating content, keep those three questions in mind, who do you want to reach, how will your content help you reach them, and what action do you want them to take?

What about you?  Do you have rules you follow for the content you create?  Do you know who you are trying to reach and what action you want them to take?

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What happens when a brand evangelist’s message isn’t the same as the brand’s?

All week we’ve been talking about the value for companies and organizations of connecting with, and even embracing and empowering their brand evangelists.  But a recent post by Sean Howard raises a very valid question:  What if an brand evangelist creates content about a brand, that the brand might not approve of?  To illustrate his point, Sean even created a parody video about Marketing Profs, so I invite you to click over and check it out.

Here’s a couple of other possible examples that brands might object to:

  • A popular political blogger that’s an evangelist for a particular restaurant chain creates a post lauding the chain.  However, the post contains the blogger’s usual proliferation of 4-letter words, and the blogger actively supports several organizations that the restaurant chain’s founders are opposed to.
  • A video blogger creates a humor video where he does a ‘taste test’ of several different soft drinks, and spits each out, declaring that it tastes like (use your imagination here).  Then he finishes by drinking Pepsi, says it is amazing, and not at all like the other soft drinks.

The idea is, what should a company do if one of its brand evangelists creates promotional content for that brand, that the brand objects to?  How should they respond?

As I told Sean over at his place, I think it all starts with the connection that a company has with its evangelists.  The company/organziation has to make the effort to connect with its evangelists and communicate to them exactly what their branding is.  Companies and organizations can’t invite their evangelists to promote them, then try to slap their wrist if they create content on the brand’s behalf, that the brand doesn’t agree with.

Remember that evangelists WANT to see your company or organization succeed and they WANT to promote you.  And they WANT you to talk to them.  To give them direction.  To show them how they can best help you.  Take advantage of this to work WITH your evangelists to help them better do what they already want to do: Sing your praises.

How do you think companies and organizations can best communicate to their evangelists how their brand can best be promoted?  Should they?

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How The Red Cross defused a potential Social Media crisis situation

Coming off the heels of Kenneth Cole’s recent PR blunder on Twitter, the Red Cross found itself in a potential crisis situation on Twitter a couple of days ago.  Apparently, one of its employees that tweets from the @RedCross twitter account, inadvertently sent a tweet that was meant for her personal account in which she tweeted: “Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd”

To its credit, the Red Cross quickly acted on the ‘rogue tweet’, deleted it, and posted this response:


Now anyone that’s attempted to use multiple Twitter accounts, especially one for your employee or a client, knows how easily this can happen.  And then the employee that sent the ‘rogue tweet’ also acknowledged her mistake on her own Twitter account:

Now all week here we have been discussing the value that evangelists have for companies and organizations.  What happened next in this story perfectly illustrates today’s lesson: Your evangelists will come to your aid in a crisis situation.

The Red Cross’ evangelists on Twitter quickly latched onto the #gettngslizzerd hashtag, and used it to drive blood donations!  Many committed to donating blood and some even took pictures as they were:

And to their credit, @dogsfishbeer, which was mentioned in the ‘rogue’ tweet, also encouraged its followers to get involved in the donation drive:

One of the ways we talked about in the post on creating brand evangelists was speaking in a human voice.  The Red Cross did this, they quickly admitted their error, and apologized.  And did so with humility and a splash of humor.  Then Gloria tweeted out an explanation as well.  How the Red Cross handled this potential crisis situation went a long way in rallying its evangelists to come to its aid.  They quickly forgave Gloria for the tweet, then took the hashtag and used it to drive donations.

This is the power of connecting with your evangelists.  As we talked about earlier this week, they WANT to see you succeed.

What did you think of how the Red Cross handled this situation?  What did they get right? Is there any advice you could give them for avoiding a similar situation in the future?

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How Dell is using Social Media to connect with its brand evangelists and detractors

All week we have been talking about the value of brand evangelists and why companies should be connecting with them.  Today I wanted to look at a company that’s connecting with not only its evangelists, but some of its detractors as well.

Recently, Dell held a CAP Days event in Germany.  CAP stands for Customer Advisory Panel, and it is an event where Dell meets with some of its customers that have had both good and bad things to say about the company.  This is the 3rd CAP Days event that Dell has held.  I am partial to this event since I helped Dell facilitate the first one last Summer in Austin, but I also think it’s an amazing case of how social media can help businesses connect with brand evangelists.

I talked to Richard Binhammer a few days ago, and he said that the participants for all the CAP Days events (there have been 3 so far in the US, China and Germany, with plans to expand to other locations) were identified via the social media and online monitoring that Dell is already doing.  A good example of social media making existing business processes more efficient.

But back to the most recent CAP Days event that was held in Germany.  Dell met with 10 customers that all had feedback for Dell, both good and bad.  What I found fascinating was that Dell was extremely open with what it learned about connecting with its customers at this event.  Here are the takeaways from the company’s point of view, and when you read these, keep in mind that this was published on Dell’s Direct2Dell blog:

  1. Our customers seem to have lost the emotional connection to Dell. They no longer understand the benefit of our direct relationships with our customers.
  2. We have reliable products and good support (if they pick the right support option!), but our advertising is misguided and an annoyance to some of our customers.
  3. Listening can be incredibly powerful. It’s unusual that a company the size of Dell listens to customers in such an open forum. Customers had never experienced such open dialogue with a global company.
  4. Customers do care about Dell, and they are spending their own time helping other customers and defending Dell online.
  5. We must deliver a better customer experience. There are millions of customers out there who will be loyal to Dell and buy more if we up our game and deliver the best Customer Experience!

As I was reading this, it seemed as if this was being written as an internal reminder and lesson for Dell’s employees, as much as anything.  But note the bolded areas (which I added).  How often do you see a big brand talking this openly and honestly about themselves?  Not very.

And let’s remember that Dell has this honest feedback available to them because they sought it from their customers.  They monitored the online conversation around their brand, identified key participants, and met with them directly to learn from them how they can improve their business and customer service processes.  Now they are taking that feedback and not only improving existing business and customer service efforts, but the CAP Days program itself is becoming a more efficient way to connect with customers.

And it is becoming a way to convert detractors into evangelists.  Think about yesterday’s post and how we talked about the ways that companies can create brand evangelists.  We talked about how companies should monitor online conversations, how they should respond to customers and talk to them on their level, and how companies should understand who their companies are.  All of these are present in the CAP Days program.

When I was involved in the first CAP Days event last Summer, I was talking to one of Dell’s customers that had some issues and problems with Dell’s products and services.  I listened to him tell me about his problems, but then he added ‘Mack I want to see Dell succeed’.  And then he told me how being involved in that event had opened his eyes to the fact that even though Dell was making mistakes, that it showed that they were committed to finding those mistakes, and correcting them.  He had arrived at the event skeptical of Dell’s commitment to improvement, but left feeling much better about being a Dell customer.

In closing, I want to restate the supreme importance of monitoring online brand mentions for all companies.  Especially higher companies like Dell.  While I am thrilled with the progress Dell is making, I also see that it’s putting their competitors at a self-imposed disadvantage.  Dell is taking the scary step of connecting directly with its online customers, and they are reaping the rewards of their bravery.

Here’s some very basic (baby) steps that your company can take to better connect with your online customers:

1 – Start monitoring online mentions of your company, brand, competitors, and industry.  If you’re a larger brand that has hundreds if not thousands of new mentions daily, you should probably invest in a monitoring platform to help get deeper insights from the data.  Or if you’re a small business, you can probably get by with Google Alerts or a free option.  Here’s a post I wrote on how to set up Google Alerts in 5 mins.

BTW a big reason why I think it’s important for your company to monitor online mentions is to get a better understand of WHO your online customers are and WHAT they are saying.  I still think many companies live with a largely unfounded fear that bloggers are people that are going out of their way to slam their company.  This is almost always incorrect, and companies can see this by monitoring and uncovering exactly what customers are saying about them online.

2 – Start reaching out directly to customers that mention you, especially bloggers.  If you see a blogger that’s covering you, offer to connect them with someone at your company that can give them better information.  For example, Richard mentioned CAP Days in Germany to me, I told him I would like to do a post on it (this one), and he had Carly Tatum (who helped facilitate CAP Days Germany) to give me more information on it.

Your company should be doing the same thing, you should be reaching out to bloggers and other online customers that are talking about your brand, and interact with them.  This will help ensure that these customers get accurate information about your company, and if you handle the exchange correctly, it will encourage more coverage from bloggers.

3 – Act on feedback you get from online customers, and let them know you are doing this.  If a customer raises a valid point or complaint online, help them, but then you can use that exchange to let other customers know that you want their feedback as well.  By listening to customers and acting on their feedback, you are ensuring that you will get more (and better) feedback, but also, you will improve customer satisfaction.  Customers want to be respected and heard by the brands they buy from.  They appreciate the ones that show a willingness to do this.

So those are some ideas on how you can better listen to your customers’ online conversations, and act on them.  Oh and if you are curious, here is a short video (in German) that Dell created to document their CAP Days event in Germany.  It will give you an idea of how the event was structured.

What are your thoughts on how Dell is using CAP Days to directly connect with its evangelists, as well as detractors? Is this something that other big brands should be doing? What could be improved about the process?

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5 ways to create evangelists for your brand

In yesterday’s post, we made the business case for why connecting with your existing brand evangelists is better than trying to reach influencers.  Now I’m sure some of you were reading that post and thinking that your company doesn’t have a lot of brand evangelists, especially not online.  If this is the case, can you create brand evangelists?

I think you can, and here’s 5 tips for doing just that:

1 – Start internally by exciting your employees.  This will foreshadow a bit what’s to come with engaging externally with customers.  But so much of the affinity that people have for brands, comes from the people that represent that brand, especially in a retail setting.  How much of the devotion that Starbucks evangelists have for the brand is tied to the friendly service they get from baristas?  I recently read a blogger (wish I could remember who) that joked that when they were feeling down, they liked to call Zappos support cause they always made them feel better.

So it stands to reason, if your employees aren’t excited about your brand, your customers won’t be either.  One way to excite your employees is to listen to them, and to empower them to share their ideas and voice internally.  A perfect example of this is Best Buy’s Blue Shirt Nation, which is basically an internal socnet for Best Buy’s employees.  It’s a central place where the employees can come together, collaborate, share ideas, and see those ideas acted upon by management.  As co-founder Gary Koelling points out in my interview with him, this works because many of BBY’s employees are in their 20s, and fluent in using social media and expressing themselves via these tools.  So Best Buy, perhaps somewhat by sheer luck, has found a way to create a wonderful tool to let employees express themselves, and help each other.

2 – Understand who your customers are, and what draws them to your brand.  You likely have already done some research into who your customers are, and why they buy from you.  Are you tracking them online?  Do you know what they are saying about your brand?  It’s important to understand the good as well as the bad.

One of the quickest ways to create an evangelist for your brand is to quickly resolve a problem that a customer has.  And the wonderful thing about social media is that it has not only given customers all these sites and tools to express themselves, but companies have access to the same sites and tools.  If a customer vents online about a brand, the brand then has the opportunity to interact with that customer, and change their opinion of the brand.  And this often happens, companies such as Dell have seen firsthand that interacting with online customers and solving their problems, improves online perception.

3 – Interact with your customers on their level and in their voice.   As mentioned above, one of the attributes that many customers value in a brand is its voice.  We don’t want a stale and corporate voice, we want one that we can more easily relate to.  This is where the ‘be human’ advice comes from.  If a company is talking in a voice that’s consistent with the customer’s own, then the customer is more likely to listen.

This is where interaction is crucial.  The more engagement and interaction the brand has with its customers, the better both groups can understand the other.  And this engagement can be something as simple as interacting with customers on their blogs or Twitter pages.  But this engagement helps put both parties on the same level, which increases understanding, which increases trust, which increases the chance that a customer will become an evangelist for that brand.

4 – Monitor what customers are saying online, and respond. If you aren’t already, you should get a monitoring system in place to track what customers are saying about your brand, as well as where they are saying it, what they are talking about, etc.  This will give you great insights into how your customers are thinking.

But also, as you engage with your customers, that will encourage them to interact with you more.  Which gives you more feedback, and more chances to interact with customers, and improve their perception of your brand.  And give your customers multiple channels to leave you feedback.  It’s great to encourage blog comments, but give them your phone number, give them an email address.  By giving your customers multiple ways to talk to you, you are communicating to them that you DO want to talk to them.  That tells them that you actually value their opinion and feedback.  Which definitely helps improve the customer’s perception of your brand.

5 – Embrace and empower your existing evangelists to market for you.  The idea here is to make it easier for your biggest fans to do what they are already doing, singing your praises.  If you have customers that are singing your praises, then you need to give them a microphone, right?

And let’s be honest, who will be a better salesperson for the average brand; that brand, or an extremely satisfied customer of that brand?  We tend to trust fellow customers more than brands.  This goes back to the idea of speaking to customers in a voice they recognize.  We can relate to fellow customers more than we can relate to most brands.  Because customers speak in a human voice that we can relate to, where most brands speak in a salesy and promotional voice.

So those are some tips for how your brand can connect with your customers and create more evangelists for your brand.  To extend on this theme, tomorrow we’ll look at how one of the biggest brands in the world is going directly to its customers and evangelists to get the good, bad, and ugly from them.  And if I’ve sold you on the power of engaging and empowering your brand evangelists, please email me as I’d love to talk to you about how we can launch an evangelist engagement program for your brand.

Pic via Flickr user LoudTiger

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5 Reasons why Evangelists are better than Influencers

As you might have guessed by the volume of coverage it’s getting here, I am thrilled that the ‘online influencer’ debate is heating up.  Why?  Because it gives me plenty of chances to tell smart companies like yours why it makes far more business sense to empower and embrace your existing evangelists.

If smartly done, targeting influencers has real business value.  But it’s more for creating short-term buzz rather than sustainable growth.  And even IF you do target influencers, it should often be done in conjunction with connecting with your company’s evangelists.

Here’s 5 reasons why I think it’s better to target evangelists rather than influencers:

1 – Evangelists don’t have to be paid, just acknowledged. You don’t have to pay customer evangelists to promote you, they are already doing that.  And they aren’t doing it FOR the money, they are doing it because they love your company and believe in your products.  So you reward them by acknowledging them.  By pointing out who they are, and thanking them.  All that does is validate their love in you, and it motivates them to promote you to even more people.

2 – Evangelists have a vested interest in promoting you to their networks. With influencers, you are trying to give them something, usually cash or a gift, in an effort to convince them to promote you to the network that they have influence over.  But evangelists are already interested in promoting you to their networks.  Think about it, when we have a product that we love, that we buy consistently, we tell others about that product, right?  If you love your Honda, guess what happens when someone tells you they are in the market for a new car?  You tell them how much you love your Honda.

I love this quote from Bill Samuels, CEO of Maker’s Mark on the philosophy behind his company starting a brand ambassador program (emphasis addded): “We enjoy talking to our customers one-to-one. It really is in our nature. We never worry about the fact that this is inefficient because we are only talking to 50 or 60 or a thousand or ten thousand instead of a million. Which you do when you try to slap everybody on the ass with an advertising message. Because we know that our next customers are going to come from their efforts, not from our efforts.”

3 – Evangelists can help you reach your target market. In their groundbreaking business book Creating Customer Evangelists, Ben McConnell and Jackie Huba had a wonderful quote that illustrates why evangelists are your best salesforce.  They said “They know your target audience better than you because they are the target audience!”  How efficient would it be to have a direct and uncluttered line to the exact customers you are trying to reach?  That’s access that your evangelists have, and you have access to your evangelists.  All you need to do is make the connection and reap the rewards.

4 – Evangelists will tell you what you are screwing up, then they will help you fix it. One of the big fears that companies have about social media is that they fear hearing criticism from customers.  But evangelists are a different breed of customer.  Whereas other customers might blog that ‘You suck!’, an evangelist will say ‘I think Company X got it wrong here.  Here’s what they should have done.’  Evangelists may criticize, but they also offer solutions, and will help you IMPLEMENT their suggestions.

For example, my friend Melody is a HUGE Starbucks fan.  And she has one of the more popular Starbucks blogs on the planet, devoted to the company she loves.  Notice in this post, she reviews a new Starbucks drink, and explains that she’s not sure if ‘it will work’, then explains WHY she thinks this way.  She gives Starbucks actionable feedback because she cares about the brand.

But notice something else: That post has *72* comments!  Melody isn’t just blogging about her love of Starbucks, she has created a place where other Starbucks evangelists can gather and discuss the brand they love!  Passion attracts passion, and it’s on display in the comments section of every post Melody writes.  How valuable is the feedback that Melody and her readers leave via comments?

5 – Evangelists want to see you succeed. This might be the biggest misunderstanding that companies have toward evangelists.  These people really do love your company, and they want to see it be as successful as possible.  Why would you not do everything possible to embrace and empower these special customers?

To perfectly illustrate this point, I wanted to return to an example that Ben and Jackie shared in Creating Customer Evangelists.  As you might recall after the terrorist attacks on September 11, 2001, the airlines industry was devastated, as were all the airlines.  In October, SouthWest Airlines received a letter from one of its customers, Ann McGee-Cooper.  In that letter, McGee-Cooper told SouthWest that “We are encouraging our clients to fly Southwest Airlines.  We are buying more stock…and we stand ready to do anything else to help.  Count on our continuing support.”

And McGee-Cooper included something with that love letter to Southwest: A check for $500. With the check came an explanation that McGee-Cooper understood that at that time, Southwest needed the money “more than I do”.

How amazing is that?  This one example perfectly illustrates why evangelists are far more valuable to your company than influencers.  And a perfect love story since this is Valentine’s Day 😉

So there’s 5 reasons why I think evangelists are better than influencers.  If you would like to hire me to help your company use social media to connect with your online evangelists, click here to get more information, or email me so we can discuss your needs.

Wait…is your company looking for ways to create evangelists for your brand?  Check back here tomorrow and we’ll show you how!

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Want to increase your Klout score and be more influential? Be careful not to do this…

My friend Trey Pennington just wrote a post on how to increase your Klout score.  It’s a great and timely post, as many people are now wondering how to do the same thing.  Trey had four tips for increasing your Klout score, but this is the point I wanted to focus on:

Stay away from people who aren’t important. Be careful about who you follow on Twitter. People with low Klout scores and people who are inactive on Twitter can bring you down. Remember the old adage about associations. Klout knows the score of all of your followers. You’re ranked by the company you keep. If you’ll keep company mainly with important people, you can increase your Klout score.

I will play devil’s advocate to this point.  When I first started blogging, I had zero visibility in this space, and couldn’t buy the attention of the ‘influencers’.  But I had a nice little network of friends that, while they were unknown, helped me by promoting my blog to their small networks.  They read and commented on my posts, and I did the same thing on their posts.

Over time, their networks grew a bit, and mine did as well.  A few of these friends began to get a bit of notice, maybe even some of you have heard of them, people like Ann Handley, David Armano, and Beth Harte.My point is, if I had let who I interacted with be dictated by their level of visibility, I would have missed out on connecting with a TON of people that while they were ‘unknowns’ at the time, are now the ‘rockstars’ in this space.

This leads to one of the true secrets of connecting with influencers: Connect with them BEFORE they are influential.  The first time I read Beth’s The Harte of Marketing blog, my thought was ‘She’s a better blogger than I am!’  So I immediately started telling everyone to check out her blog, because she was amazing.  Beth was grateful that I was promoting her to my network, and my network was grateful because I had introduced them to a brilliant marketer.  My thought was that eventually, Beth was going to be one of the thought leaders in this space, so why not accelerate that process?

The idea is, don’t connect with people based on their visibility, connect with people based on their smarts.  If someone is smart, the visibility and influence will come, why not get there early and lead the parade?

BTW in keeping with this theme, here’s a few smart bloggers I read that you might not know about yet.  All are brilliant, so go ahead and connect with them now, before the room gets too crowded:

Margie Clayman: Love Margie’s no-nonsense thoughts on social media.  Her writing and approach really reminds me of Shannon Paul’s blog.

David Griner: Great advice on how businesses can use social media, David is especially knowledgeable when it comes to business applications of Facebook.  And a helluva nice guy, to boot.

Debra Ellis: Debra comes from a bit different background as many bloggers in this space, as Debra is a direct marketing expert.  But she’s a wonderful networker on Twitter, and has a knack for finding the wonderful content and sharing it with others.  In addition to the great content she creates on her blog.

So that’s my best advice on becoming influential: Surround yourself with people smarter than you are, and connect your network with those people when you find them.  You’ll be smarter as a result, and your network will be grateful to you for introducing them to these smart people.

In that spirit, if you’ve ‘discovered’ a blogger that’s flying under the radar, please tell us about them in the comments.

UPDATE: Trey clarifies in the comments that his post was satirical and that he didn’t mean it to be taken literally.  Sorry Trey, didn’t mean to misrepresent what you said!  Please read the comments for Trey’s take on the issue.

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How Lady Gaga can use Social Media on The Monster Ball tour

I started to write this post based on how music artists in general can use Social Media on their tours, but since Lady Gaga is about to start a new leg of her Monster Ball tour in 8 days, I’ll use her as my example.

Gaga already has a couple of social media tricks up her sleeve for the Monster Ball tour.  First, she’ll be partnering with Virgin Mobile to help VM get 1,000,000 Likes on Facebook by year’s end.  VM will have 10 official ‘tour bloggers’ for Gaga, but I’m not sure how that ties into helping VM get a million Likes by year’s end.  Apparently, the idea is to get a million of Gaga’s fans to like VM.

Another deal she recently struck is with SkyGrid.  This one sounds more interesting, as SkyGrid would allow Gaga (and other artists) to pull user-generated content from social media sites such as YouTube, Facebook and Twitter, and collect it all on one page.  If this could be done at the individual show level, it could really work to drive interest in the tour.

But in thinking about this, I have a few more ideas that Gaga could implement to use social media to better connect with her fans.

Gaga’s Monster Ball tour starts next Saturday in Atlantic City, and will end in early May.  The idea is simple for her Social Media strategy:  Give her fans the tools to re-create the magic and excitement of a Lady Gaga concert.

First, it starts before the concert begins, with this message to the audience:

1 – Each city is given a different hashtag, so that way Gaga can track fan engagement on Twitter in each city.  And the distinctive hashtag makes fans more likely to use it.  Tweets from each city can be streamed to Gaga’s website.  Gaga can also read a couple of the tweets during the concert, which will of course spike activity.

2 – Encourage fans to blog their review of the concert.  Gaga will pick her favorite reviews and notify the winners by commenting on the blog.  The winners will also receive a signed copy of her new CD, Born This Way.  Winners will be the ones that have the most comprehensive reviews, and make the best use of creating content via multiple forms, such as video, pictures, etc.

3 – Create a special page to collect all the fan-created content from each concert.  It sounds like Gaga’s recent deal with SkyGrid will make this possible.  If the functionality allows, concert-goers should be made aware of the page before the concert, that way they can create content in hopes of seeing it appear on the page.

4 – Select a few audience members at each show to video the show.  Follow the Beastie Boys model, give 50 attendees a Flip camera, and tell them to shoot footage of the concert.  They can shoot whatever they like, each other, Gaga, whatever.  When the concert is over, they return the Flip to Gaga, and get a signed and inscribed copy of her new CD, Born This Way.  Gaga can then take the videos and put some on her site, some on her YouTube channel, and also use all the footage collected from each show to make her concert DVD for the tour.

So those are some ideas I had for how Gaga can leverage social media during The Monster Ball tour.  What else could she be doing?  There’s a ton of possibilities involving FourSquare or GoWalla, maybe involving ticket giveaways.  What do you think?

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What I learned from going on a 3-week blogging bender

On Jan. 18th, I made a commitment to start posting every day here.  No set schedule in mind, I just wanted to start posting every day, and to track what changed here.  I had a few set things in mind that I wanted to track, but I also wanted to see what would happen/change as a result of switching my posting schedule from 1-2 posts a week, to 6 or 7.  Here’s what I learned about blogging from posting 22 out of the last 23 days:

1 – Momentum is everything.  I keep an eye on my traffic every day, I know in general how my traffic will ebb and flow throughout the day.  Prior to Jan. 18th, my traffic would normally dip to only 2-3 visitors an hour from 2am-5am, then inch up, and be up to around 15-20 visitors an hour by 7am or so.  By 8am on most days, the traffic here would be around 60 visitors for the day.

This morning, there were 158 visitors for the day here by 8am(it’s 11 am now and traffic is at 428 for the day).  And for the past couple of weeks, there has been around 100 visitors for the day by 8am.  My ramping up my posting schedule has meant that more content is being shared, and as a result, my visibility has increased.  I assumed this would happen, but it’s still cool to see the numbers in action.

2 – Visibility for individual posts fell, visibility for the entire blog rose.  This is a ‘duh’ lesson, but one that’s important to consider.  Before Jan. 18th, every post I left here would have 3-5 days as the ‘top’ post and more chances to be viewed.  After the 18th, some posts only had a few hours as the top post before being replaced.

The 10 posts published here prior to Jan. 18th averaged 104 ReTweets each.  For the posts since Jan. 18th, they have averaged 53 RTs, almost half as many.  But traffic has continued to rise, as you can see here:

So RTs are down, traffic is at record levels.  Now this has me wondering, what would traffic here look like in another month if I can keep this volume of posting up?

3 – It’s imperative that you try to ‘break stuff’ on your blog if you want to be a better blogger.  With EVERY post here, I had an experiment in mind.  I was changing something to see what effect it would have on something else.  I learned a TON, some of what I learned I am sharing with you here, and some of it I’m keeping to myself 😉  You should do the same thing.

Kathy Sierra once said that the people that are the experts are the ones that always assume that there’s a ‘better way’ to do whatever it is they are good at.  They are always looking for improvement and ways to become better.  If you want to be a real social media or blogging expert, you need to do the same thing.  Constantly break stuff and see what happens.

4 – Blogging every day was EASIER than blogging once a week.  This one totally blindsided me.  My biggest fear in starting the experiment of posting every day was that I would have to ‘mail in’ a few posts to keep the streak going.  I definitely did not want to do that, but I was committed to this experiment to see what I would learn (see previous point about the importance of breaking stuff).

What I learned was that there were a lot of blogging opportunities that I was leaving on the table.  A perfect example of this is this post I wrote on using Tweetdeck to track who is favoriting your tweets.  I was having a Twitter conversation with @be3d one night, and I favorited one of his tweets, and he mentioned that he knew I had done it.  I asked him how, and he explained how he was using TweetDeck to track it.  That was a great tip, so I decided to turn it into a blog post!  All I had to do was take a screenshot, and just recall the above conversation.  But I realized that I am constantly learning tips and tricks on using social media tools like that, why not share them?

5 – You don’t know what you don’t know.  I made a lot of experiments and changed a lot of things here over the past 3 weeks.  Often, I wanted to change something because I knew it would have an affect on something else, and I wanted to measure that impact.  But sometimes, changing one thing would alter something else, when I had no idea the two things were connected.

So while it’s great to listen to and get advice from the so-called blogging expert, you still need to go out and make your own rules.  Figure out what works perfectly for YOU, and you do that by experimenting.  So go break some stuff 😉