Posts Tagged Tactic

HootSuite Adds More Awesome to Hootlet with AutoSchedule – HootSuite Social Media Management


HootSuite / Hootlet has become one of my favorite tools to manage twitter accounts and my Facebook account and Facebook pages for myself and my clients.  I’ve tried many but this web based service seems to have the best of both words and I have come to expect it on all the machines I work on.

HootSuite Adds More Awesome to Hootlet with AutoSchedule

Post is in the News & Events Parent Category July 17, 2012 by Andy Au0

HootSuite adds more awesome to Hootlet with new features including AutoSchedule – a powerful new link share tool that determines the optimal time to schedule social media messaging. Now you can automatically queue messages throughout the day to maintain a consistent social media presence.

via HootSuite Adds More Awesome to Hootlet with AutoSchedule – HootSuite Social Media Management.

Hootlet – Time Saver

This Chrome extension is one of the first I add to any machine I work on.  It has saved me countless hours.  One of the new time savers is Auto-schedule feature.    When I’m pushing content to my to biggest twitter accounts try and space it out.  So you can imaging when you are pushing 20 updates the time management can get a bit tricky.  Now this is taken care of.   I have used it today and like it thus far.

Schedule Still Works

Now, if I’m managing a campaign for a client, I still manage the schedule manually.  I can release the updates to Twitter and Facebook based on the campaign we have designed.  This still remains so you don’t lose anything there.

Possible Improvements

Here are some ideas I would love to see in this new capability:

  • Load Balancing – As you put more updates in, they auto-adjust to spread out over time, maybe a range you give them.  9 to 5 or 7 to 7, don’t know.
  • More Automation – Since HootSuite is already watching, they should build in auto-responder capability.  That would be awesome.
  • 7 Drip Logic – Have a singe post/update  set for distribution X number of times.  The logic here is that a message doesn’t really sink in until it’s heard 7 times by the consumer.

So what do you think of the tool?  What other suggestions would you recommend to HootSuite.

Good Hunting!

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Competition and the Consumer’s Mind


HappLand!

Formulas, Goals, and the Battlefield

I usually agree with Seth Godin on most things, but this one is a bit too far out for me.  I’ve included the entire post on his blog below, it short, and also a link to his blog if you want to read any of the comments there.  So take a quick read and I’ll continue below:

Compared to magical

The easiest way to sell yourself short is to compare your work to the competition. To say that you are 5% cheaper or have one or two features that stand out–this is a formula for slightly better mediocrity.

The goal ought to be to compare yourself not to the best your peers or the competition has managed to get through a committee or down on paper, but to an unattainable, magical unicorn.

Compared to that, how are you doing?

– Seth Godin

Formula: Short Sale

I do agree with Godin that many companies sell themselves short.  Always trying to lower the bar in the hope of gaining a few customers.    Where I disagree with Godin on this is that it’s not because of the comparison to competitors, but rather a poor strategy for taking consumers away from those competitors based on the tactics that are short sighted.

Goal: Long Term Relationship

The tactics you use should be based on the principle that your company is seen as the better choice.  There are many areas a consumer could focus to answer this question.  It is your job to make the answer self-evident when it come to comparing your company to your competitors.

The Battlefield

We fight on the battlefield of the consumer’s mind.  It’s one of the smallest battlefield you will ever find yourself on, about 6 inches.   You should create campaigns that, hopefully, take up territory.  And if you do it well, you should hold more ground then your competitors.  The strategy is different for each company.  It is based on the position of your product in the market place and how our competitors currently stand.  We recommend following the “Marketing Warfare” strategies laid out by Ries and Trout.  So make sure your strategy fits your goals.

Because the last time I checked … your consumers aren’t looking to buy Magical Unicorns … and I’m fairly certain you haven’t hired anyone with unicorn making skills recently.

Good Hunting and would love to read your comments on this topic.

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Continuous Learning: New Podcast List


The logo used by Apple to represent Podcasting

Image via Wikipedia

So if you are anything like me, you are in submission to the fact that there is more to learn in this world then you currently know.  The truly wise among us acknowledge that our current knowledge placed on the scale of all the knowledge will always find us wanting for the remainder of our days.

The trick is to stay on the cutting edge of information that helps us achieve our goals.  One of the ways I have tried to stay sharp on specific topics is by using podcasts.  I currently use iTunes (most convenient at this time)  and my Android phone, with the help of iSync.    There are a host of podcasts, mostly free but some cost nominal amounts, on iTunes that cover a wide range of topics.

New Updates on my Listening List

So here are latest additions to my listening list:

  • BeanCast – deep dive into marketing topics
  • EntreLeadership – Dave Ramsey‘s leadership and business podcast
  • Let’s Make Mistakes – design but irreverent with some foul language.
  • Marketing Over Coffee – quick ‘on they way to work drive’ worth of internet marketing news
  • Social Triggers Insiders – on of the authors I follow on Google+
  • This Is Your Life – leadership podcast

Dropped from my Listening List

  • No More Weak Days – Daily prayer and Bible reading.  Great concept but had a hard time struggling with the KJ and Message format in their reading plan. “1 Year Daily Audio Bible” is still my preferred choice for daily scripture reading (listening).

Lesson’s Learned

The important thing is to keep learning!  Don’t stop.  If you are starting a new project, search out a podcast and listen to it while driving or exercising.

I would love to hear about podcasts you have found helpful in your daily routine.  Share them in the comments.

Good Hunting.

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Google: Learning, Growing, and Attacking Itself


Google Plus logo

Image by Bruce Clay, Inc via Flickr

One of the guys I follow in my Reader , Gerrit Eicker, had this post “Google’s Graveyard III” (a potion of the text provided below) and it got me to thinking about another post I shared recently “6 of Apples Greatest Mistakes“, in which I suggest that mistakes are only mistakes unless we learn from them.

Marketing Warfare

I want to throw on top of these thoughts another possible activity that is going on: Google is ATTACKING ITSELF to keep it’s leader position.  My contention is that they are following the marketing principles laid out in Al Ries and Jack Trout‘s “Marketing Warfare” text, and specifically “Defensive Warfare”.

Defensive Warfare as laid out in the text is as follows:

  • Only the market leader should consider playing defense.
  • The best defensive strategy is the courage to attack yourself.
  • Strong competitive move should always be blocked.

For the sake of brevity, I’m going to layout two assumptions here: 1) Google is the leader in the industry for cloud solutions, 2) through the use of acquisitions the are ‘blocking strong competitive moves’.  These two point could be posts in themselves so I just want to state them and move on, if you wish to comment on these assumptions, fine, but this post wishes to focus on the act of attacking yourself as a form of marketing strategy.

Focusing on Google+: Obsolete Your Old Products

One of the principles in Marketing Warfare is that you need the courage to attack yourself.  In this case by introducing new products which cause old products to become obsolete.  In this way, you are creating a moving target for those that are trying to overtake you or one of the products you have created.

Now through on top of this the ability to absorb obsolete product capabilities into the new product, and all the new capabilities already in the new product, and you have the ability to keep your advisaries constantly trying to play catch up.

And as an added bonus, you can take the lessons learned from the previous product (in this case Google Buzz let’s say) and use them to refine your approach to market, or customer service, logistics, or whatever the lesson provides, to the new product.

A fall sweep

10/14/2011 10:03:00 AM

We aspire to build great products that really change people’s lives, products they use two or three times a day. To succeed you need real focus and thought—thought about what you work on and, just as important, what you don’t work on. It’s why we recently decided to shut down some products, and turn others into features of existing products.

Here’s the latest update on what’s happening:

  • Code Search, which was designed to help people search for open source code all over the web, will be shut down along with the Code Search API on January 15, 2012.
  • In a few weeks we’ll shut down Google Buzz and the Buzz API, and focus instead on Google+. While people obviously won’t be able to create new posts after that, they will be able to view their existing content on their Google Profile, and download it usingGoogle Takeout.
  • Jaiku, a product we acquired in 2007 that let users send updates to friends, will shut down on January 15, 2012. We’ll be working to enable users to export their data from Jaiku.
  • Several years ago, we gave people the ability to interact socially on iGoogle. With our new focus on Google+, we will remove iGoogle’s social features on January 15, 2012. iGoogle itself, and non-social iGoogle applications, will stay as they are.
  • The University Research Program for Google Search, which provides API access to our search results for a small number of approved academic researchers, will close on January 15, 2012.
In addition, later today the Google Labs site will shut down, and as previously announced, Boutiques.com and the former Like.com websites will be replaced by Google Product Search.Changing the world takes focus on the future, and honesty about the past. We learned a lot from products like Buzz, and are putting that learning to work every day in our vision for products like Google+. Our users expect great things from us; today’s announcements let us focus even more on giving them something truly awesome.Posted by Bradley Horowitz, Vice President, Product

Share with me your thoughts or any other examples of companies using the same Defensive Marketing as Leaders in their industry.

Good Hunting

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Make Some Magic


How many times do you find yourself in a slump.  We  need to shake off the old and create a new way of generating new ideas.  We need to make some magic, create some sparks, razzle and dazzle, have some fun!  When I read this post from Seth Godin it got me to thinking:

An end of magic

Arthur C. Clarke told us, “Any sufficiently advanced technology is indistinguishable from magic.”

Head back to the 1800s with a Taser or a Prius or an iPad and the townsfolk will no doubt either burn you at the stake or worship you.

So many doors have been opened by technology in the last twenty years that the word “sufficiently” is being stretched. If it happens on a screen (Google automatically guessing what I want next, a social network knowing who my friends are before I tell them) we just assume it’s technology at work. Hard to even imagine magic here.

via Seth’s Blog: An end of magic.

How to Make the Magic

This is a fun exercise to take your team or department through.  You can read about the process in one my previous posts “Exceptionalism: Focus on the Never“.  But basically, take several idea lists you’ve created and follow the “Innovation Bonus Exercise” in the above post.  Then take some of those ideas and create you own little science fiction episode of “Stargete”, “Sanctuary”, or “Startrek” in which your team runs accross a civilazation with advanced technology like some of the crazy  items on your list and they now have to revewrse engenere it to gain the benefits of the new found technology.

You might be surprised how many of the way-out-there crazy ideas turn into actionable realistic projects for your team to investigate further.

It’s a fun off-site day, especially if you have a bunch of techie scifi geeks on your team!

Good Hunting!

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Look up!


I ran across this post at “Damn I Wish I Would Have Thought of That!” and thought it was worth sharing.  Sometimes the act of finding a new client is as simple as seeing there is an opportunity to help someone with their situation.

Look up!

May 15, 2011

Our neighbor had their gutters replaced yesterday.

Our gutters are (shamefully) falling off the house.

Why didn’t their gutter guy call us?

Your next customer is closer than you think — if you’re paying attention.

via Look up!.

Good Hunting.

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Facebook expands @ mention tagging to comments


A while back, Facebook introduced Twitter-esque @ tagging, allowing users to mention specific people in posts and status messages. Now Facebook has expanded that same functionality to include comments. The update also provides users with a notification when someone tags them, the same way Facebook notifies you about — well, about nearly everything.

via Facebook expands @ mention tagging to comments.

The use of “@ mention tagging” is one of the tactics I teach my clients to use.  It is one of the fastest ways to get your status post to show up on someone’s wall, and by that I mean their fiend list.  Now with the instruction of @ mentions on comments we can even push this further then before.  This comes in very handy since the share button is no longer visible on our page updates.  I think I need to get my clients on a conference call and retrain them on this new capability.

Usage Recommendation

This exercise is about Marketing Reach.    And this introduction of comment @ mention’s now opens up any status update to increase your brand awareness.  Also let me say, this is not about spam either, remember your comments can be deleted by the status author and they can remove you from their list as well.

Here are some ideas, and remember you need to switch to the ‘fan page author’ so your fan page get’s the credit for the comment:

  • Affinities – If you know that one of your fans has in interesting or passion in something you have run across, you make a comment with and @ mention to that fan and your fan page is then showing up on their wall and to their friends.
  • Awareness – something new that you find and want to share it with specific fans, especially very active fans,  you make a comment with and @ mention to that fan and your fan page is then showing up on their wall and to their friends.
  • Praise – share the love so you make a comment with and @ mention to that fan and your fan page is then showing up on their wall and to their friends.

I’m sure there are other applications.  Please share with me your ideas on how your are using this new capability.

Good Hunting.

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Techno Valentines Idea: Cloud Tags


Here’s an idea I worked on and provided my wife.  And it WORKED!  Generally speaking, create a thought stream of your loved one in any word processor.  Don’t worry about sentence structure.  Just type out any word that comes to mind.  Don’t worry about punctuation.  Don’t worry about duplicating words, in fact, that’s the point.  The words that are most important should be repeated naturally in the thought stream.

Wordle Tag Cloud

You can create a cloud at Wordle.net for this exercise.  Cut and paste your text into the box they provide.  Below I have included a cloud created from one of my blog post. (I don’t think my wife would want to put my gift to her on this, it was a bit intimate … hint, hint)

Ditch the Office: Next Week is National Telework Week

Good hunting and good luck!

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Marketing Success – Jackie Chan Style


In “Success” magazine (Success.com February 2011) I found a great article on Jacky Chan. In this articles they list Jacky Chan’s 7 Traits for Success.  I found his thoughts fit nicely into internet marketing as well.  So I’m going to take his traits but add my own thoughts to each of his traits.

1) A willingness to crash and burn

I can’t stress enough that each internet marketer should try to fail, often, and big.  Two phrases come to mind “Go Big, or Go Home!” and “Failure is an event, not a title!”  Your embrace of risk might be the deciding factor that helps you find your niche.

2) A discipline for fitness

The key word being discipline.  Fitness is needed for everyone, but in marketing, we need focus, intentional creative disruption.  We often try many tactics for our clients.  We need to perform our duties in such a way that our measurements tell us which tactic produced the results and then build on them.

3) A disdain for wasted time

As Zig Ziglar wrote in his “See You at the Top” recording your activities and understanding what it takes to create positive results in critical.  Equally important is understanding what is not helping you create success.  Avoiding time wasters are equally important then improving skills.

4) A need for alternative opinions

It’s important we seek out and study other disciplines and build on the lessons of those.  Reading materials from other continents, or cultures.   Subscribe to blogs from other marketers on other countries.  Spend time discussing ideas on twitter or in blog comments.  It will improve your ability to communicate your positions to clients and prospects.

5) A set of high expectations

Never be afraid to say “That’s not good enough” and demand more of the outcomes of your tasks and tactics.  With internet marketing it often a series of “shoot, ready, aim” moments, but that doesn’t mean we can expect some impressive marksmanship!

6) An accurate moral compass

A marketer with no moral compass is simply a politician.  Enough said.

7) A relentless sense of humor

By all means, have some fun.  If you can’t laugh and laugh hard at your work, you will often find yourself  ‘chasing rabbits’.  I know we call it work, but push the limits, always create a version of your latest project that is an exaggeration of the client requirements.  By creating this outlier, you will find your other ideas less risky and at the same time take some risks.

So which one of these traits caught your eye?  Which of these traits are you doing well at?  Which one of these traits do you need to work on?  I’d love to get your feedback.

Enjoy!  Good Hunting!

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Marketing Civil Rights: Impression’s Inequalities and Injustices


At  some point with each of my clients the question will come up; Should I advertise here?  The client, having seen how effective internet marketing can be, now begins to ask the age old marketing question of REACH.  How do I expand my reach with this wonderful tool or environment?  And if so, where?  And if I stumble across somewhere, is this a good place to advertise?

Inside the question lies a misconception, a costly one.  This misconception has been the death knell of many small business marketing plan’s attempts at internet marketing.

We hold these truths to be self-evident, that all ads and the locations they are found are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Attention, Re tension and the Guarantee of Profit.

Each failed attempt at increasing reach creates the awkward self-fulfilling prophecy that Internet Marketing doesn’t work in my business.

Russian Proverb: “Trust, but Verify”

The advice is simple, and profound.  With each instance of advertising activity you must build in the process of measuring effectiveness.  Internet Advertising has a distinct advantage over several other forms of advertising: rapid feedback.  I think this is one of the reasons I like to work in the space.

Over time you will come to realize that certain activities produce results and others do not.  The trick in moving forward is to build feedback loops into the campaigns so that your team and clients can understand the effectiveness of the new cost.  Even more importantly, you will have the ability to answer the age old question; Should I advertise here?

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