So you want to join the "Gig Economy"?

So You Want to Join the Gig Economy? 

Michelle MarquardtConsulting for Content Strategy, Social Media Strategy, Social Recruiting, Digital Marketing, UX, CXSo you want to join the "Gig Economy"?
September 27, 2016 • 4 Likes • 0 Comments

As a "career contractor", I've received a lot of requests for advice and tips from people that are contemplating making a move into the world of contracting. I'm happy to share my thoughts and experience but believe a roadmap is the best thing I can provide to get you on track if this is the path you want to take your career. I'll be posting the roadmap in a series of articles on Friday afternoon over the next several weeks. I hope to help guide your decision making and paint a realistic picture of life working in the Gig Economy. 

Here are the five stops on the roadmap:

1) Self-assessment. 

A short quiz to determine if you have the goods to succeed in the contingent workforce. 

2) Get your financial house in order. 

These are the steps you need to take in order to become financially stable enough to take on the risk that is contract work.

3) Establish your network. 

In this article I'll be sharing the 5 types of people/resources you must have in your stable to successfully create a pipeline of work. 

4) Building your personal brand. 

Tips for honing your personal brand and creating demand for your skills and abilities. 

5) Get gigs. 

Tips, advice and help for contract interviews, writing a contractor resume and other elements of getting hired for projects.

This blog has been verified by Rise: R37e3c0824f2be304074de2468c74c123

New Series! Debunking Buzzwords Week 1: Responsive Design

My recent clients have all been pretty obsessed with "responsive design". And although it is an important part of the user experience, I feel the term has garnered too much buzz recently. See, for User Experience experts and your better digital marketers, we have historically just called this "looking right", which isn't a new concept.

Responsive Design was born in the 90s and only recently became an integral part of coding (as we didn't have such a wide variety of devices to query - it was mainly to ensure your boss with his super big resolution setting didn't panic when he looked at the site once a month.)  It seems a bit too "feely" for a technical term. I think Device Recognition makes more sense - and doesn't fog Marketing Execs into thinking you're talking about some kind of CRM tool when you bring it up.

Responsive Design does sound nice though doesn't it? Isn't it always nice to get a response?
That's why I prefer to frame this as a CONTENT consideration, not a technical one. Searching for curtains? We show you curtains. BOOM, responsive design. Curious about car insurance quotes in your neighborhood? A link to an ad for a quote appears on your Facebook margin. Responsive design again! We can get even more literal. Having trouble using your FireTV? Click HELP and get real time, personalized assistance. Yep, that's my kind of responsive design.



 

Your Business Goal Mantra - The What and Why Answer to Everything

What's your company "ommmmmm"? 

Not sure what I mean? Well, I'm looking for your daily mantra. Still wondering?

Let's start with this question: Do you know what your business goals are? You better - especially if you're about to embark on a campaign or web redesign project. Cause any decent agency or design firm is going to need the answer. And you need to be able to hold up your mantra card to help keeps things on track.


How do I know what our business goal mantra is?

Take time to fully appreciate and contemplate this question right now. Seriously, grab a coffee and sit with this for a while. Write down the goals of your organization (or department, or even your daily quota.) Play Enya if it helps. (Please use headphones.)

Caution - are the goals opportunities? Great! Can you prioritize them - or perhaps consolidate? "Grow revenue in Southeast region" and "Increase overall widget accessories sales" both mean "Sell More". Alternate ideas such as "positioning ourselves as the Greenest Widget Manufacturer" is also a goal.

Now, translate your highly considered and inclusive goals into a mantra. This is a short, concise, statement. Your mantra should be easy to remember and non-negotiable way to communicate WHY you do WHAT you do every day. Any time discussion sways to functionality, gadgets, tools, or design, revisit the mantra. Ask yourself, does this serve the mantra? Or is it just "cool"? Save yourselves time and money by always bouncing ideas off the mantra. Guard and defend your mantra. Don't let shiny things overshadow it. THERE SHOULD NEVER BE A HOW OR A WHO in your mantra.

Share your mantra with all of your business partners. Let them know it is king. It's more important than the cool new tools or apps, it's more important than what an executive saw on their kids iPad, it's more important than any one's ego.

Leveraging a business goal mantra will help agencies, information architects, and even developers understand your company better, and therefore make the best recommendations for you. It's fundamental.

Keep Clicking. And you can listen to something else now.

Michelle

Stop putting it off...invest in Social Media NOW.

It's really kind of a "duh" anyway. You do NOT need to increase your marketing budget to accommodate Social Media. You do need to repriortize and cut spending in more traditional areas.

Here are 5 simple ways to either redirect your marketing dollars toward Social Media or advertise for free:

1) CUT YOUR DIRECT MAIL
Unless you're putting out incredible deals (COUPONS) and really cool glossy magazine style catalogs (like Alloy - which offsets it's catalog cost by partnering with advertisers), cut your mailing campaigns by 25% (or more.) You also get to say you've made a "green choice".

2) CANCEL THOSE OLD SCHOOL BANNER AD CAMPAIGNS
Talking about the old school kind, on AOL, Yahoo or anywhere other than Facebook. Just stop. Do invest some of that money on Facebook ads.

3) PUT CONTENT GENERATION IN THE HANDS OF YOUR FANS
Spending a ton on ads and YouTube videos? Invite your customers to produce great content and simply provide a place for it to be shown (your website and YouTube Channel.) Everyone is looking to become the next YouTube star...create a contest and provide a platform for your best customers to do your advertising for you.

4) IT'S FREE TO "LISTEN" TO TWEETERS.
It's even free to respond 1:1...make this a part of your interactive strategy and responsibilities. Or even better - get your brilliant customer service reps involved. They already know all of the answers since they're thoroughly trained on your products and services (and they are probably already familiar with social media). This could possibly reduce calls by answering questions and issues online (offsetting their time away from the phone.)

5) TAP INTO THE STREAM - THEY'RE COMING TO YOU, BE READY
Social Media has the huge advantage of bringing your customers to you, instead of hunting them down yourself. Even negative comments can have positive outcomes if you simply listen. Any time someone tweets, Facebooks, or creates content using your product - tap into it! Comment, provide information and answers.

Keep Clicking,

Michelle

Where We Will Find the Next Steve Jobs? Try a Mirror.

The world lost an incredibly important human being this week, Apple CEO, Steve Jobs (1955-2011).

The unassuming nerdy guy sporting his wire frames and simple black turtleneck made development code cool. His earnest presentation style wasn't particularly inspiring; however, his mind and ideas were. Whatever he created, in turn, created hope. And jobs. And pride. It had been a long time since Americans could claim products invented in our own country that are so influential on such a global level.

When an inventor passes, the world can feel like a really scary place. We immediately panic. Who will come up with the next big ideas? How can we maintain what that special person provided us? Simply improving upon existing great ideas does not satisfy the insatiable hunger we have developed for new, life-changing technology. Nothing illustrates this better than Tuesday's luke warm reception of the 4S phone; ironically just one day before Jobs death.

Jobs has left giant shoes to fill and ones that we hopefully won't try too hard to replicate - but instead, think beyond. Think even bigger. Have the audacity to even think, dare I say it, think better.

Apple has replaced Jobs in the sense that there is another person who sits in a certain office, holds a certain seat on a board, is responsible and accountable for certain things that he use to do, but no one is going to be Steve Jobs, except Steve Jobs.

But what we can do is learn from the man who has changed our lives so remarkably. We can be smart and take a smart man's advice. And we can look to ourselves for big ideas. And for that reason - I send a letter to the universe to remember a few things about finding special talent, like the kind Steve Jobs had. And really the answer is, we all have a little Jobs genius in us. Maybe if we all think a little more like him, we can all be a little more like him.

1) Innovation is not likely found in a Board Room. Big ideas aren't always innovative. And people at the top tend to say the same things. They have to. It's echoey up there.

2) The best ideas don't necessarily grow only at the most prestigious universities. Really smart people often create their own education, quilting together experiences and researching the things they are most passionate about. All of us can open a book. Take a class. Be curious. Ask questions.

3) The best ideas often come from the biggest mistakes. Your customers know what those are - TALK to them. Mistakes, fails, misfires - these are all just masked opportunities. They aren't something to be "dealt" with, they are something to leverage for growth.

4) People who make and service products understand their nuances and limitations far better than anyone else. Be sure to nurture those people and provide them with outlets for their ideas.

5) Young people, especially in our Jobs created "iWorld" are brimming with big thoughts and opinions. If reeled in, they can provide our world with amazing things.

6) Passion = Hard Work that Doesn't Feel like Hard Work. Jobs himself has on several occasions made mention that if you love what you do, it shows in your work. In each of us there are great ideas. Don't think your dreams or hobbies are merely there to provide diversions from "real" work, they can be your life's passion.

7) Risk is not a bad word. Say it with me. RISK is NOT a bad word. It's not. It's a means to an end. Everything wonderful in life began by taking a risk. Weighing our ideas down with too many statistics and focus groups and politics just waters them down. It would be like Romeo & Juliet without the poison. The Rolling Stones without Mick Jagger. Apple without the iPhone.

8) Instead of looking around the world for what's wrong or what's missing - try looking at the things that make life great. Simply because it's a better use of your time. Positive thoughts create fertile soil for positive ideas.

9) Do something creative everyday. Even if you don't consider yourself an "artist" draw something. Paint something. Play an instrument. Decorate a cupcake. Put a little energy into being creative everyday - and you may start to look at things differently.

1o) Learn the art of saying YES. It's unbelievable what can happen.


Keep Clicking,

Michelle

When to Dial It Back.

Is your online presence too big?

Don't guffaw - it just might be. Is Kim Kardashian too big? Wait, don't answer that.
But I think you might get what I'm saying. Over exposure can hurt your brand. The trouble isn't really SEO - there are so many measures and rules in place these days to prevent "buy outs" however, that is not always the perception. SEO and other online marketing is still being "figured out" by a lot of people - many of whom are skeptical, and prefer to seek out rather than be pursued.

So you finally achieved top SEO billing and your clicks are looking great. The PowerPoint you shared and metrics are impressing everyone but it's not translating to sales? Yeah, well maybe it's because you got yourself to the top of a list, but you're not exactly what people are looking for. Hey, that's okay - you don't want those guys - you want the people who are actually going to BUY. Trust in the fact that people are looking for you, and that SEO is an important PART of the puzzle, but it is not the only part. A little digging to find you can actually work in your favor. This is what we use to call a "qualified lead".

Being over-aggressive online is not going to get you more customers...at least not in the long run. Pushy sales people are annoying...and remember...online is still contact with a customer, and it's more intimate than you may realize. When I'm at home shopping online for flooring in my pajamas, face cream on, eating ice cream and you keep popping up at the top of my search and you're not what I'm looking for, I almost feel angry at you. Even worse are all of the annoying ads popping up based on my recent statuses, blog posts, or searches that make me feel like I'm being stalked. It starts to feel more like an attack than a pitch. If you thought showing up was the main strategy, here is a simple way to dial it back.

1) Lead with INFORMATION (tips about installation, trends in flooring, how to choose the right floor for your home). This is VALUABLE to people, and establishes a positive association with your brand.

2) Follow up with COMMUNICATION. Don't be pushy, but check in - see if I liked the INFORMATION. I like surveys - everybody has an opinion - most people like to share them.

3) OPEN YOUR CHANNELS. I may have found you online, but want to touch and hold the samples in person. Maybe I want to talk to a sales rep, maybe I don't. Make your pitch, and then BACK OFF. "Channel conflict is good" can sometimes just mean I want "Interactive to get the credit for this". Stop siloing yourselves companies...just help customers when/how/if you can and share in the profits.

The other thing that turns me off because it feels too aggressive is anything that is "promoted". It's not even trying to hide "we're paying for you to see this". It's like the invites into those "Who's Who" Annuals (which are of course worthless, no one gives them any credibility.) It also looks like you're being proactively defensive. For example, when the movie "Friends with Benefits" was trending on Twitter "promoted" a couple of weeks ago - it really turned me off from seeing it. Seems desperate, and kind of defeatist. How about open the movie, see how people react and then launch a campaign based on reactions? I could see this working for anything - no matter how bad (anyone hear about "The Room" via social media? I did. Gawd AWFUL. Still saw it based on the fun people were having discussing its awfulness online.)

So just keep in mind, Avis may have been onto something when they didn't claim to be #1, they only claimed to "Try Harder." That still counts whether you're online or in line.

And remember - perception is what I'm talking about here - just because technically speaking SEO and other methods are helpful, work, and have checks and balances in place, doesn't mean that potential customers understand that - or trust them.

Keep Clicking,

Michelle

10 Ways to Get More Followers on Twitter

10) Offer special deals/discounts to RTers, Followers

09) Create prizes for specific milestones: 100th follower, 10th RT, etc.

08) Follow pros & copy what they do (@BillyDec is great to his tweeps)

07) Post CONTENT - not just pithy statements (PROVIDE VALUE!)

06) Post PITHY STATEMENTS - not just CONTENT (DON'T BE A CRUMMY COMMERCIAL!)

05) Share news about whatever interests you - tweeps will enjoy it too!

04) Don't expect people to follow you if you never tweet. It's give & take out here!

03) Don't worry if you don't have 1000's of followers, quantity AND quality matter!

02) Click on profiles of people you enjoy following for ideas on who to follow next.

01) Get on TWITTER. (DUH)

Find me on Twitter @michelletweet

Don't Tie Yourself Down - Put Mobile First

I have long been a proponent of pushing online apps/selling techniques through mobile devices and this article in Net Magazine helps to explain why as well.

You can't actually catch a cloud and pin it down, but you can jump aboard wherever the cloud goes.

It's old-fashioned sales advice, if you aren't where the customer is, when they have a need, you're not fulfilling that need. Just think of how much opportunity lives in the clouds!

mm

10 Reasons Why Twitter is Kicking FaceBook's Ass

1) FaceBook friends are the friends you had in high school. Twitter friends are people you wish were your friends in high school. (Read this on Twitter and it resonated.)

2) Tweeters are more sophisticated and savvy. There are at least 80%* fewer posts about Chuck E. Cheese on Twitter compared to FaceBook. (*This isn't an actual fact - but there's a lot less of that type of posting.)

3) Twitter forces people to be succinct.

4) Tweeting sounds more fun than FaceBooking which now sounds antiquated. Nobody does anything with books anymore. I read "books" using the Kindle app on my iPhone.

5) Twitter does not have the security issues FB has.

6) When everyone including your mother can top 100 FB friends it doesn't matter how many you have. As a matter of fact, I'd bet that it's now cooler to have fewer FB friends than other people. It would say to your personal world: I am organizing my life and prioritizing my relationships and you either make the cut or you do not. Twitter, on the other hand is a reflection of how the "actual world" sees you. Not people who report to you, birthed you, or married you and have to live with you, thus "liking" your pithy comments and goofy vacation pictures. A lot of friends on Twitter = Coolness (actual). A lot of friends on FB = ?

7) Twitter expands your world much faster and wider. I have a follower in Italy. We DM and @reply all the time. He's awesome. @maxguzzo! We "met" through a fellow tweeter @DanieleCarrol that I "met" through an old friend from Second City @DavidAugust (he's an old-fashioned "connector").

8) Twitter has its own language - it feels like a special world when you're tweeting. A connected, cool, hip world. FB feels like a class reunion - awesome at first and then over time, you remember why...you moved away, broke up, quit, etc.

9) Those annoying Big Brother ads on the right side of the page that have you thinking the FaceBook marketing department is actually watching us all via portals in our webcams and we can't stop them.

10) Deals from Twitter are real and awesome and FB deals may be real, but feel creepy and big brothery and I've actually never used any of them.

Foursquare and Loyalty: 10 Tips

If you've been living under a rock, or simply too busy tweeting lately, you need to take a minute to consider foursquare, a newish social media tool that is hitting it's stride and trending like crazy. Akin to the old frequent shoppers program, this tool allows your customers to share with entire communities about visiting your store, what they bought, saw, and experienced and also giving them badges and accolades (mayor seats anyway) for having simply "checked in" or checked in the the most.

The following are 10 simple tips for getting started on foursquare.

1) Join up. To participate in foursquare is to understand foursquare. Pay attention to "special deals" for ideas, and in general get a feel for the community associated with specific locations.

2) Make sure your profile is 100% complete (for instance - adding a picture unlocks certain abilities, like being a "mayor".) That goes for your "Place" too. You can add more than just your address and phone number.

3) Add your business to the "Places" and check in everyday, every time you walk through the door. Ask your employees to as well and soon you'll be "trending".

4) Add tips regarding your location. This can be anything - since you're at Starbucks - why not try the X service/product/flavor?

5) Encourage competition. In our world of "my life is busier than your life" people are proud and loud about talking about all of the places and events they visit each day. A fight for mayorship at your place of business is customers in your door.

6) Listen to your customers on Foursquare. (If you check in, you can see who else is there...and read their comments. Reach out to them with gratitude no matter their review. (Old-fashioned 1:1 customer service.)

7) Reach out to complimentary business or partners. Mention where you'll be checking in later in your tips and help your community marry ideas, helping you to expand your reach and grow your partnerships.

8) Share your check ins in every social media outlet available.

9) Use the profile picture area to feature items- makes things more fun for everyone if they are seen. Do you have a particularly beautiful product or entree special? Snap a photo and add feature in your profile real estate.

10) Have a personality. This isn't corporate mumbo jumbo speak. Keep it casual. But even more imporant, make sure your tips and deals are tailored for the community they are reaching. READ: This may not actually be who "MARKETING" things it is. The proof is in the pudding. They are "THERE", see how they write and keep it in mind when serving up deals in their direction.

Have some fun foursquaring and let me know where you are!

Keep Clicking!

Michelle

Online Community with Marketplace Feel

So I am a huge fan of New York City and receive both New York Magazine and The New Yorker which I read cover to cover the day they arrive.

In a recent issue of one of those, there was an article about the economy and one woman's obsession with this website, www.polyvore.com. In the article she described an online experience I could get excited about - basically paper dolls for grown women, and without the limitations of kit. The entire world becomes your "mall" and the combinations and ideas are endless!

I began creating "sets" and found that many pieces which I loved alone, had come from stores I haven't set foot in since college (Wet Seal anyone?)

Over the past two weeks since I've been a member I have made three purchases based on outfits I put together online (people can comment and "Like" your sets too - adding a competitive and realistic edge to the site.)

Additionally, each time you "publish" a set, you can also Tweet or Facebook it too. Genius.

What Polyvore is achieving in terms of combining all online media together in one site is really something interesting. Usually, only one area of focus is successful - but in this case Polyvore has created a hit with the site itself - very user-friendly and fun to use; the community is huge; sharing options at every turn; endless e-commerce opportunities; and movie and retailer contest tie-ins (hope to win those tickets to the Eclipse Premiere!) all of this, without the users really feeling "marketing to." Instead, we feel like we're expressing our style and fashion sense.

For fun, here's a link to my personal profile at Polyvore.

Would love to know what kind of "commission" contracts they set up.

So when you're thinking about the online community - think BIG. It's smart to start small, but look at what this site has been able to do!

Keep Clicking!

Michelle Marquardt

Who to Follow For Ideas

Trying to create some fun buzz using Twitter? Great! But here's the deal - you need to make it personal. I cannot stress this enough! You need to back up your tweets with actual humans/emails in order to follow through.

I have been following Roger Smith Hotel (@RSHotel) in NYC for a couple of months now and can attest that they are getting this. It's not just deals (which they tweet fairly often too) it's also the way they think outside the box when it comes to what extras they offer. They've become a hub of social media meet ups and collaboration. [GENIUS: They have meeting space. You are seeking space. They host. You pay discounted "social media" rate.] Everyone is happy and feels like a team.

@RSHotel has a "personality" and rotating pic of hotel employees, event pics, etc. They also aren't shy about tweeting the person you need to contact if you have a question. That's just good customer service. Don't you sometimes feel like management and the people who could really help you are guarded as well as the president? This hotel is like - here's her twitter name and email. (And it's pretty much broadcast to everyone.) Refreshing transparency.

If you are in the hospitality biz, start following @RSHotel for ideas. Or go ahead and start following your competitors for ideas.

Keep Clicking,

Michelle

The Importance of a Vendor Report Card

Your kids get report cards. Maybe you're in business school, earning your MBA, or other program and you're graded. You get reviewed annually at your job. Why then, should you let your vendors cash checks without a healthy evaluation of their deliverables?

Agency, vendor, consultant, and contractor competition is stiff right now, take the time to check on your resources to make sure all of your expectations are being met.

Quick Checklist:

Invoices:
First, ask yourself, do you review these in detail every month? Is your vendor providing enough detail? Do you make sure to request itemized breakdowns of their time and deliverables? If you're not, start now. Do the charges reflect the rates and charges agreed upon during the RFP process or yearly contract negotiations? And finally, does anything look sketchy, or exorbitant? Bring it up with your vendor - they should have honest, documented proof and reasons for charges.

Review Communication:
Has your vendor been responsive? On average, how long does it take them to get back to you? Do they still listen to your concerns like they use to? Is their communication professional, complete, polite? Do they communicate with your other partners and vendors with respect? If a technical firm, are they meeting all the requirements of your Service Level Agreement (SLA)? If not, you need to be documenting each instance and requesting refunds (or whatever concessions you negotiated) promptly after receiving invoices.

Analyze their Issue Resolution Process:
Is it working for you? Is it efficient? When issue resolution creates additional line items on your budget is it the best use of your dollars? Are you ever penalized for issues that your vendor is responsible? Do you receive thorough documentation regarding issues?

Does the vendor continue to bring you new ideas?
Have they gotten lazy? Do they stay on top of technology? How good are they at predicting business trends? Do they provide proactive strategies for your business cycles? How often do they request meetings or bring you ideas - or do you have to call on them? How often do they evaluate the work they have prepared for you and it's success (especially marketing campaigns and digital components)?

Are they still curious about your business?
Curiosity can be the catalyst to the best ideas - do they still ask questions? Do they still participate in discussions?

Do you genuinely like working with them?
This is a tough one...sometimes it's the most important question of all...sometimes people really are not a good fit - it happens all of the time. If you're really unhappy with a vendor, they probably feel the same way. You need to look at the impact of cutting ties (financially, contract outs, etc.)

And, because successful vendor relationships are partnerships, here are a few items for YOU:
- Do you have reasonable expectations?
- Do you ever push deadlines? Is everything a fire?
- Do you respect the vendors experience and time?
- Do you provide detailed requests or information?
- Are you polite to them?
- Does your communication reflect the face of your organization?
- Do you know what you want? Can you concretely describe your goals and expectations?

What are some ways you review your vendors?

Keep Clicking!

Michelle

Final Words in 23+ Podcasts?

This post is an update to the Southwest/Kevin Smith blog posted Monday evening. Again, I'd like to reiterate, that I'm not reporting on the policy - just the way both parties are utilizing social media to plea their case.


The Twar Storm moves into podcast mode (SMODcast.com)



Mr. Smith has certainly been leaning on his Twitter account and followers to get his story out - but piece mail in 24 parts? (That link takes you to the complete listing.) How about a clearly written blog with accompanying chronological timeline to tell the story, in ONE link? This isn't the best way to get out a succinct message - no matter how funny and charming you can be. Twitter responses included comments like, "dude, you're repeating yourself", and "you do see the irony in final word/part 23?" This illustrates that followers don't necessarily change their own minds just because they happen to like someone's tweets. Many folks are following for the same reason I am...it's a news story now. I personally follow a lot of people that I don't agree with, but like the comedy in their tweets, it's fodder for my night job as a comedian and improviser.



So what's Southwest been up to while Kevin has been laying down all of these casts? Going for a "we're moving on" approach it seems on their site. The blog has been bumped down by yesterday's blog pimping flights from Philly to Boston, and the total comments still attached to the Kevin Smith blog is only around 1533.


Southwest isn't the first airline to have issues with a policy like this (most have one - however have not as yet enforced the policy on a social media savvy celebrity). Here's what they say in a Q&A regarding the policy.

Unfortunately a lot of people have taken to the web to say hurtful things about people who wrestle with weight problems which is uncool, but this is providing a strong enough voice for Southwest to stand by their policy, since the comfort of the most customers as possible is a goal, and they receive a lot of complaints from passengers made uncomfortable my customers of size.


Weight and health have always been polarizing topics, so far the online activity has only held up a mirror to it.


I'll keep you updated. In the meantime - let me know - what posts have you come across regarding this story that surprised you?

Keep Clicking!
Michelle

Southwest Vs. Kevin Smith: Can Southwest Tweet this Away?

This should get interesting folks.


Last night an overweight passenger (director, writer and sometimes actor, Kevin Smith) was subjected to a 25-year old "policy to assist passengers who need two seats on board an aircraft". Supposedly the policy is in place for the comfort and safety of all passengers aboard a plane.


Smith had purchased two tickets for himself for a later flight, but requested a single seat on an earlier flight. It isn't clear among all of the tweets, retellings, and articles storming online if he was ejected because there was not a second seat available to him as a standby passenger, or if some other reason lead to his being asked to leave the aircraft. In any event, Mr. Smith took to his Twitter Account to launch a "twar" on Southwest.

VS.

A Little Background (if you've been up in the air?)

They Said

Southwest says..."sorry" in a fairly lame way. (Who is Linda Rutherford anyway...this is a job for Gary Kelly.)

He Said
What Kevin Smith says...a lot but also maybe, "Be Sure to Check out "Cop Out" in theatres 2/26!"? Almost smells like being punked, doesn't it?

Sacred Cow Marketing VPs Everywhere Say "I Told You So"


This isn't a blog about whether this is right or not...rather what will the implications be for Southwest, and how will a company that has made such huge tracks in the social media world cope with the viral aspect of this storm, and the PR nightmare they face.


What far-reaching impact will this story have on social media projects and advocates across cubeland?

I have often blogged about how great Southwest is at the online marketing game...but can they figure out how to deal with twitter savvy Kevin Smith? With 1,662,280 followers and counting - I was 1,662,280 BTW - "Silent Bob" is not so silent. Also impressive, Southwest (at 1,029,447 followers and counting - I was 1,029,441), the airline known for their casual demeanor, songs, snacks and shorts, has an audible online voice too. So far, I commend them on at least one thing, transparency. There has obviously been no censorship on any of the available forums to post comments, as the negative and positive comments scroll right alongside one another, fighting for the armrest.


Marketers everywhere will be watching the storm, and there is much more than Kevin Smith's dignity at stake here. This will be talked about endlessly for the next year, in budget meetings, conferences, panels and webinars. How Southwest chooses to handle the situation could very well reframe the use the social media for business.

A few tips for Southwest...

My hope throughout this is that at the end of the day, social media is the cure for the cough it caused. And that Southwest doesn't back off from their online persona. Instead uses it to help smooth over this situation - as they would with free drinks on a delayed flight to Vegas.

How about a poll? A little crowd sourcing would certainly be helpful right about now. Why not ask customers to vote on a possible solution? Put 2-3 ideas out there that are feasible to offer Mr. Smith (and that would satisfy customers like him), and let the public decide. Then make the offer, let us know you did, and move on.

Also, keep in mind that in social media world - comments are often shared just to get a laugh, reflect a person's crappy day, or are just mean-spirited for the sake of being mean-spirited. Thoughtful remarks hold more integrity, and most intelligent people can sniff out the legitimate gripes from the rest.

I may also work on a set of tips for Mr. Smith - as tweeting activity like his doesn't always paint the source in a very positive light. Followers of all types still use sanity gauges when reading tweets - and although his were honest, direct and brave - they may have generated more negativity than support, something which remains to be seen.

For any airline: A little advice. Take conversations like this to the counter. Some things, no matter how awesome social media is...are better said face to face and with discretion. Like telling someone they're too fat to fly.

I'll stay on top of the storm and get back to you soon - please chime in with your ideas for how Southwest can leverage social media to address this debacle.

Keep Clicking!

Michelle

Google Buzz - Buzzworthy?

So Google launched their Twitter competitor - Google Buzz. Is it worth buzz?

Here's the lowdown: It's basically just like Twitter (share truncated personal anecdotes, links, images, videos), but only to the pals you gmail (but not if you have a paid business gmail account - you have to wait - funny how the free accounts get stuff first over there). So it's Twitter, but in a limited universe. Which is fine, if gmail is your universe - but why limit yourself?

If you are like most social networking narcissists, then you want the biggest audience you can get right? Well, Twitter will still deliver that, so don't switch...yet? (TBD)

I will be monitoring the popularity...but with the broadcast limitations of Buzz, I doubt if it will ever catch on.

Remember waving? Do you still wave? Or did you never get "invited"? (What's social about "invitations" anyway Google? That's more like "exclusive" or "cliquey".) Perhaps you got the invitation, but again, only had a limited group to wave to...be honest now, do you wave? Do you love it? Please leave your comments - I haven't been able to get into it.

Listen up rock star nerds that keep cranking this stuff out: Successful social networking tools and trends work for one reason and one reason only: they put people in touch with each other. And the ones that make that easiest and connect the most people? They win.

Try Google Buzz for yourself - if your universe uses gmail - then by all means.

I want your comments - share your thoughts on Google Buzz, Waving, etc.!

Keep Clicking,

Michelle

SEO Tool and Tip of the Week

Who has the best free SEO Audit tool?


Nope. It's not a new idea at all. But it STILL makes sense.


1) It's FREE. (Really, no strings attached or oddball trial stuff).

2) It can get you to your benchmark points quickly and easily.

3) It provides you with easy to use tools to export your reports.

4) Google support abounds (both from Google and open sources)

5) Google is the top search engine - makes sense to utilize their tools because they translate directly to how they pick up sites and content.


As with any SEO audit tool, start small so you can learn the nuances of your site traffic. When you're sure you understand that, then you can begin to customize and get "fancy" with it.

There really is no need to get too fancy though. The most "strategic" plans are often foiled because site success comes down to mainly one thing: CONTENT. CONTENT that has perceived value. CONTENT that is correct. CONTENT that is educational. CONTENT that doesn't exist elsewhere, or is hard to find. CONTENT that is easy to understand.

If you have a little money, don't spend it on a firm to help you with your SEO strategy. Spend it on good content writers and buy pizza for the nerds in your office who are walking around with priceless CONTENT in their heads.

+ = GREAT CONTENT FOR YOUR SITE!!
Keep Clicking!

Michelle

Hey Politicians - Stop Cutting Down Trees! Try Some Online Campaigning

It's election time - this is NOT a political post by the way - and I'm wondering...what notes were these guys taking when Barack Obama (like him or not) demonstrated the incredibly effective (reach millions, seems like 1:1) and efficient (CHEAP and easy) use of social media to get out communications?

Everyday our mailbox is completely stuffed with full color, card stock grade direct mail pieces from dueling politicians. NONE of which are ever read in our household. *The picture above is only from 2-3 days.

Here's why:
1) I assume you're out of touch if you think direct mail or the phone is how to reach me.

2) We are green - and your full color brochure on heavy card stock is a display of irresponsible use of resources and money, not to mention very out of date.

And here's another picture with a full size one subject notebook to give you perspective on the LARGE size of these pieces.

And we get double the mailings and phone calls- one of us is a registered Republican, the other a Registered Democrat, so we're hit twice as hard.

Also, understand that this stuff actually impacts who people choose.

Social Media is the same as you handing me that banana by the train Alderman Moore, only less creepy. We can "have a conversation" only I don't feel ambushed, free breakfast or not, on my way to work. Now, politicians are ambushing our phone lines and our poor little mailbox - which is really only used for sending and receiving thoughtful cards and thank you notes.

I know you won't see this, but if you do, please, try some online campaigning. Save a tree!

Keep Clicking! (Not PRINTING!)

Michelle

Managing Redundancies Across Social Media Platforms

Happy New Year!

I was just answering a bunch of questions on LinkedIn and thought I would share some of my answers with you too - a little bit of "soft goods" karma for the new year!

A question asked was:
What is the best way to manage receiving identical FB/LinkedIn/Twitter status updates from the same person? Do we really need to read the same person's status in every social network?

My Answer (augmented here for you):

How far we've come! Channel conflict within social media (yay!) Good for your friends who are posting across the various platforms - they understand reach and channel preference. But - a facebook status and a tweet really should be written differently and LinkedIn - that's mixing business with pleasure. Definitely don't want to add that hilarious anticdote from last night at the bar when you were late to work today! The FaceBook status is for inner circle communication (where messages should be a little more "between you and me") and tweets are for the general public. LinkedIn statuses should reflect your day to day goals and projects in a professional manner, not make people laugh.

However users will have need to learn to adapt to either ignoring redundant posts, or by adjusting their settings. It is a world of personalization after all!

This question related very closely to the above so here it is for you too:

Is there a Software as a Service that allows you to create an event and then post it out to wide variety of social media outlets like LinkedIn, Facebook, Meetup, evite, MySpace, etc. that you have an existing account on?

My Answer:

There are a lot of ways to save time when posting an event - that are not necessarily "software" or "services" - like using the "Share" tool which will assist you in posting your info just about anywhere! Use the status section of online platforms to post info. And you can use dual updating apps like "Duo" to update simultaneously on Twitter and Facebook. But also be careful in pushing an identical message across all social platforms - each has a unique style - and it will not be as effective if you try to use one style across all of them. Plus most of your recipients are probably tuned into multiple platforms and thus will receive multiple invites from you which could cause problems on your reporting (if they all receive the same message/offer/invite - how will you measure which platform was most successful?) This doesn't even touch on the issue of managing the responses and offers after at the event - "How did you hear about it?" "Where did you get this coupon?"

And, because I'm a big "rule of 3's person" here is a question that has an answer related to the above (measuring effectiveness of social media messages):

By many accounts, 2009 was a year of social media (Twitter, Facebook, Linkedin, etc) for individuals, companies and various brands. 2010 will be the year of [_____] ? Why and how?

My Answer (augmented for you here):

Office doors will start opening at companies all over the country and out of touch leaders will decide people need to drop everything and start implementing more social media projects. Shortly after, they will require ROI and other analytical reports which they won't understand and will announce that social media is not effective and go back to direct mail.
Smart leaders will continue to polish their online personas and provide valuable information and communication across growing social media channels. I don't believe any of the big platforms (FaceBook, Twitter) are going anywhere, but the distinction between business and personal use and channels will take more thought and effort. We'll need to get better at controlling frequency and saturation, as well as provide more value as content contributors on these platforms. I receive so many more invites now to shows and events that I now know that these are not as effective as they use to be. We'll have to adapt the messaging much quicker than traditional marketing channels and also prevent the platforms from becoming the "Banner Ads" of this decade. It is our duty to protect the "collaborative" and "community" feel of online media - and not forget that we have to add value to it to get value from it.


I have several more answers posted on LinkedIn - if you see one and you like it, tag it!

Keep Clicking!

Michelle

Leverage the "Tuned In" Audience: How to LISTEN

What is the difference between traditional marketing activities and social media activities?

Well for one, most traditional marketing activities merely circle the target instead of actually participating one to one with them.

Here's what I mean:



See how the activities simply rotate around the customer? But never actually get any closer or touch them?

Now look at social media:



A web audience is "tuned in". Meaning that they proactively SEEK OUT, SHARE, AND DEVELOP content. Do not ignore these possible brand advocates or brand haters. Respond to blogs, tweets, etc. the very same way you would a customer service call - in fact that department is likely the best qualified group to handle online grievances as they have already been trained to avoid any actions that are not permitted by your organization.

But I will say this - there is nothing more powerful than leveraging your highest ranking officials in this capacity as well.

The key is LISTENING.

Here are two simply tactics for listening:
Set up Google Alerts
They'll find your company's name whereever it's being used and serve up links to you in the frequency you specify.
You should also monitor tweets. For this, I recommend TweetBeep.