It's On My To-Do List

Hey there, Parker here.  I should follow in Oprah's steps and start a book club.  But instead of books, I'll simply recommend interesting and valuable online articles and blogs.

Mine being one of the more interesting ones :-D

I'm kidding. But seriously, I adore what I read today because it pinpoints specific examples of good social media tactics.  Amy Porterfield wrote an excellent piece titled "9 Companies Doing Social Media Right and Why".  Folks, this a terrific read.

I will incorporate most, if not all, of the social media tactics outlined in my day-to-day web strategy and planning.  I especially see the long-term benefits of employing share buttons for my company's insights & news sections.

So hop on over to Social Media Examiner and read the article.

Best,
Parker

Make or Break Your Career with Social Media

all is fair in love and social media domination

Hey there, Parker here.  Sharing my thoughts on current events, marketing and social media.  Also, my DVR didn't record yesterday's daytime Law & Order episodes so I have an idle hour or two.

Anyway, the most popular and respected search engine company just upped their game and are playing for keeps.  Google easily chopped Alta Vista in half, turned dogpile into a dog pile, and had Ask Jeeve's asking "what happened?".  They KO'd their opponents but they've tipped their hand with this latest development - all Google employees are tied to the success of social media.  Wow.  They sound worried.

bing. meet. facebook

Now that Bing and Facebook are best buddies, I guess social media is the most logical step in securing global online domination.  Google is asking employees to enlist the help of family and friends to push social product releases.  If they aren't soliciting feedback I would frown upon the practice of manipulating or skewing data by asking friends and family to vote favorably just for voting's sake.  But knowing Google as well as I do (see my previous love for Google post), I'm sure they are truly testing products for a better user experience, and not just popularity.

Face it folks, we all know building a following using social media takes time and consumer trust and I'm a blatant fan of all things Google. However, my personal experiences with their social media channels have been hit or miss.  For instance;

this is a real thing

I tried Orkut because it was a default add-on while creating my Google Identity.  No one in my social circle was on it (or even heard of it) so that was the last time I bothered to log-in.

Picasa was cool when signed up and I still like it.  Sometimes I want to share photos independent of Facebook and Picasa serves my efforts well.

Wave was all mystery and I was green-eyed that I never got the invite while EVERYONE ELSE I KNEW was asked to test it.  Then I found out what it was and sort of wished I'd stayed in the dark.

i use it

Gmail chat is awesome!  I love the ease of using chat right within my Gmail screen.  And the video chat was as simple to use as a click of a button.  Literally.

Blogger - um, duh! You're reading my blog now.

YouTube's embed feature was my first experience with embedding video or any widget on a web page and loved the simplicity of it.

+1 brings out my inner paranoid conspiracy theorist.  Sometimes I don't want to know what my 'friends' have read nor do I want them to know what I've read. If I post online, it's fair game, but if I'm browsing the web, much like a library, I have an expectation of privacy.

i see google making more money

Buzz made me mad.  Unlike Facebook, I couldn't hide much of my information from search engines (or anyone).  So I worry about buzzing on non-web or professional matters.

No one asked for my two-cents but that has never stopped me from spreading the wealth.  I'm all for their decision.  Top down and bottom up - all administrative, professional and middle management employees have been drafted and will be held responsible for Google's social media efforts.

I can dig it.  I'm watching them closely and I'm taking notes.

I won't be surprised if in 2-3 years we find ourselves ranking Orkut (or whatever new platform they develop or buy) as our preferred vehicle of online conversation and community.

Best,
Parker

Twitter, Twitter Everywhere!

bird designed by Gopal Raju 

Hey there, Parker here. I like Twitter. I like staying informed on what's happening on the subjects and industries I follow. @SteveCase appeals to me because of his philanthropic efforts and research. @WebMarketing123 provides valuable insights I can use in my day-to-day work activities. I can count on @omar_k_mills (he screens followers, but is definitely worth it) to always put a smile on my face so I look forward to anything he tweets.


But then there are a few users that have gone into Twitter frenzy and are over-saturating my timeline with too many updates.


Companies showcasing their expertise may actually lose followers simply because they are posting white papers, articles and insights every 13 minutes. I've followed, then un-followed many of them because they typically send 20 new tweets within a 15 minute window. (True story, I just timed it).


Don't get me wrong, a lot of the links point to useful information and I would take time to read it all if I could. But too much information dilutes the message you want to get across. Rather than thought-leadership, the perception is regurgitation.


Since Parker (me in the 3rd person) is a solutions-oriented person and this blog is about my observations, rants and raves in online marketing, here are my suggestions for a better Twitter experience:


Following: if you're serious about properly using the Twitter platform try to pad a little time in-between tweets. Maybe once an hour? Or, how about limiting it to only 4 or 5 meaningful updates during business hours?


Followers: If you do not wish to stop following, I suggest you take advantage of the 'Lists' feature in Twitter. You can organize the users you follow into various lists then instantly access the 140 tweets they've sent that day at your leisure. (Be aware you will be limited to just 20 lists).


That's my rant for today, folks.


Best,
Parker

What's in an Email Signature?

Hey there, Parker here.

There's a lot to be said about your email signature.  You are not only signaling a close to a correspondance, but you're telling people more about your self than you may realize.

For a long time I would simply say "Thanks, Parker" and leave it at that.  No follow-up contact information, not even my email address or my full name.  (Okay, I still sign my emails "Parker" but I now include every way possible for the recipient to reach out to me).

This is because not everyone sends or accepts a vCard.  Some folks get the information they need and delete their emails to keep an organized inbox (I'm guilty).  Many people are using their mobile devices to send and receive their emails so why not let them view your website or return a call with a tap of the screen?

It's easy and it is the right thing to do in our modern world.

But there's another advantage to properly using your email signature - promotion.  That's right!  You can leave your name, number, email address, website, social media URLs and a quick tag line about your recent award, recognition or innovative product launch.

Simply put, use the email signature to your advantage and view it as yet another other tool in your marketing arsenal.



Best,
Parker

Google

Hi there, Parker here. Let's keep this one brief - Google. Enough said, right? Well I'm here to say I'm sold, I believe the hype, I'm drinking the kool-aid and I am a Google products stalker.

Why? Because they get me. They know I need metrics to evaluate the performance of my website and ads.  They know I like talking to my friends by video and instant message.  They understand that Parker needs to access all of her 26 different pop-mail accounts that she's been selfishly holding on to since AOL was doling them out like candy in the 90s.

And they get advertising.

Repeat - Google gets online advertising.  They make advertising so easy a kid could do it. And if said kid chose to develop an advertising campaign around the latest fizzing, popping, pink cotton candy, Google has all of the tools necessary to make it happen in a single swoop.  Let's see it in action.

Product: Fizzing, Popping, Pink Cotton-Candy
Goal: Sell a lot of it
Tools: Everything Google has available


First Step: How Do We Get Our Candy In Front of Consumers?

Google Solution - AdWords that push our candy and website on Google's network.

Second Step: We've Built It Online, How Can They Find Us Offline?
Google Solutions - Google Places allows you to post updates, maps, directions, company information and even coupons!

Third Step: We're Too Far From Their House, They Want To Shop Online - How?
Google Solution - Merchant Center and Checkout so they can buy your candy in the comfort of their own living room.

Fourth Step: They've Bought Our Candy, How Do We Measure Our Online Success?
Google Solution - Analytics and Website Optimizer to review your site usage and maximize conversion rates.

Fifth Step: They've Come, They've Bought, They're Telling Their Friends!
Google Solution - GMail and Google Friend Connect will let folks send messages and use social media to evangalize your candy.

Final Step: Success!
With minimal cost and setup you can have your fizzing, popping, pink cotton candy in front of your consumers. With a proper marketing plan in place, those consumers will become your customers. With the right fizzing, popping, pink cotton candy, a solid customer service experience and ease of purchase, your customers will become repeat customers.

So, who's with me on liking Google?

Best,
Parker

Be Your Own PR Firm

You're in the business baby!  You're building assets and managing liabilities.  You're marketing your business and developing a strategy that will allow you to
 - get in the door
 - make the pitch
 - close the deal


If you successfully handle your cash flow and steadily increase your ROI, you can retire comfortably and be happy knowing you've had a productive, profitable and satisfying career.


You're in the business of YOU!  That's right, folks.  You, Inc.  The You Co.  You LLC.  And when it comes to the promotion of your business, you should be your own PR firm.

Global Fair Trade Shopping Website

Years ago, my good friend and marketing colleague in Columbus, OH offered this advice: be in the business of "ME" and create a brand.  Today, Mark Cardwell is the founder and owner of Global Fair Trade Shopping LLC.  Using his advice, I reviewed my resume and applied it as the basis of my business plan.  I listed a summary of myself, my abilities and services, what distinguished me from other web professionals, how I planned to achieve my short and long-term career goals, my risks (weaknesses and short-comings) and my salary details (current, industry & desired).

My business plan defined me, my potential and my goals.  But it was my marketing and PR plan that pulled it all together and provided the direction to reach those goals. The result: I’m successful; I love my career and I’m profitable.

Your marketing plan should include a PR strategy that makes you look good and handles the negative or pitfalls that occur.  Here are a few marketing and PR tips I’ve learned while in the business of ME.

Focus on Results
Your time is valuable so stay focused on results whether they are tangible - higher ranking in search engines, increased site traffic, job offers, ad revenues, etc.  Or intangible - regarded as a thought leader in your field, providing valuable content for repeat visitors, higher self-esteem giving you the confidence needed to take that next big leap! 

Build Awareness
Your network is an important asset.  Groom it, grow it and use it wisely.  Leverage social media to build awareness of your services (talent, knowledge, experience and skills).  Professional associations, industry events, newsletters and informal meetings are opportunities to attract new customers (contacts).  Online or in-person, be in the business of YOU - be authentic, be consistent, be engaging and entertaining.

Manage Risks
If you read my previous column about Parker's Thoughts: Social Media and Your Personal Brand Risks, you should have already put into practice a zero tolerance policy.  Don't tweet it if you can't stand behind it.  Don't post it if you don't want others to know it.  And don't say it if you can't replay it in front of your boss (or mom).

Know Your Business
Bottom line: A business stays in business to make money.  YOU are a business and if you have a strong brand with a solid history, other businesses will want to partner with you by offer of employment.  That is called your career.  The quality of your career affects your cash flow and your business partners are looking for a return on their investment.  Know your strengths and weaknesses then be ready to make improvements.  Remember, luck is what happens when preparation meets opportunity.

You’re in the business baby!  You’re a captain of industry, the belle of the ball and the CEO of You, Inc.  Be your own PR firm and you’ll be profitable, happy and successful in your career.

Best, 
Parker

Parker's Thoughts: Social Media and Your Personal Brand Risks

Hi there, it's Parker here.  This has been on my mind lately so I have to say something.  Often you hear stories of a person who accidentally leaves the speaker phone unmuted and speaks his true feelings about the boss aloud for the entire group to hear.  Or someone who gossips about another in the restroom, not knowing said person is in the next stall.  Embarrassing right?  Well people, that's called risk.


You open your mouth, you take a risk that your words will come back to haunt you.


Does that mean you should stop talking, sew your mouth shut or rip out a vocal cord?  Well, maybe (don't get offensive, some of you should consider those options).  But why do that when your instant message, tweet, facebook status update or 4-square check-in could be just as incriminating?


Social media allows you to broadcast your every thought, your every whim, to a world-wide audience in real-time.  Your forum comments and blog posts get collected in search engines and displayed in search results.  If you're a celebrity, your tweets are often screen-captured and that image is saved for later reference.  Take it from me, 7 years later and my rant about Beyonce still comes up!


Just like you can't unspeak those disparaging remarks about your boss, you can't always un-tweet the 140 character text about your night filled with binge-drinking and debauchery that lead to you calling your boss requesting time off to care for your ailing family-member (the hangover).  Either way, your boss finds out the truth.


If your personal marketing strategy involves a venture into online social media, understand that every keystroke and finger tap is contributing to your personal brand.  For better or for worse.  


Here are some options:

• Lose the brand equity you've spent years cultivating and start all over with a new online identity. (no!)
  
• Split your energy in half, worrisomely manage two completely separate personal and professional online identities, and never the twain shall meet. (pffft!)
  
• Treat risk management and social media as a high priority and develop a zero tolerance policy. (yes!)

The choice is simple.


Best, 
Parker