KPIs & User Journey Metrics for Marketers: Part 1

In marketing, we can measure so much that in many ways, we aren’t measuring anything. We are drowning in data. And the worse part, it may even be the wrong data.

There are ways to ensure that the data that we analyze is actually useful to the brand. Of course, this all starts with a content strategy. Which, of course, starts with a persona. Which, of course, starts with data and insights about your target user. Of course.

Starting with a data-informed persona, you can determine what actions are important to that user. Remember, if you are marketing your brand to a human, you need to figure out what that human needs from you and your content to complete their own personal user journey. Remember, inside every “persona” is a “person.” Continue reading

Measuring ROI of Your Social Media Marketing Campaign

Google Analytics to measure your social media campaign

Google Analytics to measure your social media campaign

Stop. Before you go any further in this blog about social media marketing, stop and ask yourself, “am I ready to do what’s required for my campaigns?”

Doing the right thing isn’t always easy, particularly in Marketing. That’s because modern Marketing isn’t easy anymore.

It’s hard and it requires math. (I know I just lost about half of you when I said the other M word…math.)

Today’s marketer must be part mathematician, part magician, and seemingly omniscient. Fortunately, there’s an app for that.

I’m not kidding. The app is “analytics.” (Okay, analytics is more than just an app, but I’m working on my segues.) But if you don’t use analytics and other appropriate measurements, you can’t measure your social media campaign. Continue reading

Guy’s Guide to Pinterest: Pinning Testosterone

Guy's Guide to Pinterest

Guy's Guide to Pinterest

The statistics are incredible. According to ComScore estimates, Pinterest is the fastest growing social network ever.

In this age of social networking sites, you’d think that we had enough places for people to like and share stuff. Apparently not.

But a curious thing happened on their way to becoming an Internet phenomenon. Pinterest became an overwhelmingly female destination. By some estimates Pinterest is to 50% to 70% female. Everyone has an opinion about why Pinterest attracted so many women and what it means for social media marketing.

If you’re a male, you’re probably wondering why you should bother with Pinterest. Well, for one, it’s really kind of fun. (I hated typing that sentence, but it’s true.) It’s also a platform that shows huge potential for marketing and branding, since people are sharing the products and services that they love. If your campaign includes content marketing, you know that great product images can help your brand message go viral.

For a change, though, I am not here to talk about your content strategy or anything marketing-y like that. I’m here to help the fellas out there get started with Pinterest. Continue reading

SOPA Blackout Screenshots Including Google, Reddit, Wikipedia

It’s been a long time coming. The SOPA blackout is finally here and a clear message is being sent to the US government.

There are many places to learn about SOPA. I’ll provide links at the bottom.

What I find fascinating are the blackout pages, which were spread virally. I’ll provide some SOPA blackout screenshots here on the blog. Others will appear on my Flickr page.

(Oh, and before I forget…all websites are (c) their respective owners! If you are a copyright holder and want a screenshot removed, please let me know.)

Wired Censored SOPA Blackout and News
Wired SOPA Blackout Page Screenshot
BoingBoing SOPA Blackout and News
BoingBoing.com SOPA Blackout Page Screenshot
Craigslist SOPA & Pipa Blackout and News
CraigsList SOPA Blackout Page Screenshot

See More Screenshots Continue reading

Why Klout and Social Influence Really Matter

Klout.com Logo

Klout.com is a social influence measurement tool.

What’s your Klout score? It’s a question that you hear more often, particularly if you’re in the agency world.

So what is Klout and why is it important? That’s the more important question!

First off, if you haven’t tried it yet, go to Klout.com. If you’re signed into Twitter, it will ask you to connect your two accounts. Twitter has a pretty good application programming interface (API), so you can link two different services and share data. It’s pretty easy.

At first, Klout will probably give you a low score because it does not know how you interact with other Twitter users. But in time, it will give you some indication of your “influence.” You can read about how Klout scores influence, but suffice to say, it attempts to measure how many people repeat (or retweet!) what you say. It’s a modern, online version of how cool you are among your peers.

The mechanics of Klout aren’t as important as the concept behind social validation. So what is social validation and why should you care? Glad you asked! Continue reading

Use a Facebook Fan Page for Book Marketing

Facebook Fan Page

Facebook Fan Page for Comic Book School

About a year or so ago, I started to experiment with a Facebook Fan Page. It was an based in a desire to “meet” the people who were buying my books.

It was a little slow getting started, since it took some time for me to really understand how Fan Pages actually worked. As an author of very niche books, I am really excited about the passion and energy that people bring to the Fan Page.

Now that I have been running this Facebook Fan Page for a while, I thought I might share a few observations: Continue reading

5 Easy Tips for Using Google+

Google+ LogoWell, it’s official. Facebook finally has a real, serious challenger for their crown as king of the social media sites.

Google recently launched the Google+ social network. Geeks rejoiced (partially because it’s fun to play with new toys).

This isn’t Google’s first attempt at social networking. Far from it. They’ve had a few years of practice with stuff like Google Buzz, Google Wave, and Orkut. This time, it seems, they’ve come out with something that’s truly promising.

If you’re a marketer, you know that this will make it to a whiteboard near you sooner rather than later. Before clients start asking about it, you’ll want to know more about getting started with Google+.

Here are five really easy tips for getting started with Google+: Continue reading

Buying vs Earning Twitter Followers

Twitter logo as a blue square

I was an early adopter of Twitter, and yet, I’d failed to build a strong following. This was my fault, of course, since I was aware of the growing importance of the Twitter channel for social network engagement.

In fact, some of the people I’d helped to get started in Twitter were already miles ahead of me in building a strong following.

So, yeah, I was starting to feel like I needed to catch up. Fast.

I’d read a few interesting blog posts about purchasing Twitter followers, but I dismissed the concept. I mean, how good could these followers be, if they were willing to be bought and sold?

I was determined to build my followers the old fashion way: earn them. And then… Continue reading

5 Tips for Professional Networking on LinkedIn

Square version of LinkedIn Logo

LinkedIn Logo

Because of the rapid growth of social media sites like Facebook and LinkedIn, many people are unsure of how they should draw the line between professional and personal communications. It’s a bit of a balancing act, but if you follow a few rules of thumb, you’ll do a better job of managing your professional brand.

First off, if you aren’t yet familiar with it yet, LinkedIn has become the hot destination for professional networking. It’s the ultimate social and professional mixer that helps people connect through career experiences.

Essentially, you go to LinkedIn to create a living resume. It may help you get discovered by HR recruiters or former co-workers. So it is essential for you to market yourself properly. Here are five easy tips for making the most of LinkedIn.

1. Be professional.
It’s strange to even say this, but you need to treat LinkedIn as you would any other workplace. Consider LinkedIn just another extension of your career, because for now, it kind of is. There are enough working professionals on LinkedIn that you must assume that everything you write is going to be seen and interpreted by some of your co-workers.

Separate your personal online life (e.g., Facebook) with your professional online life (i.e., LinkedIn). There is the “work you” and the “home you.” LinkedIn is the place for the work version of yourself. Continue reading

Marketing Obscure Comic Book References

Captain America The First Avenger Movie Poster

Superheroes are back! Well, at the movie theaters at least they are. Love ’em or hate ’em epic comic book battles are generating big buzz and big dollars on the silver screen.

As a marketer, it’s easy to observe the big, obvious things about movies based on comic books. There’s a built-in audience: check. There are usually top stars and/or directing talent: check. There’s usually some impossibly large budget: check. That’s the obvious stuff.

Then there’s the geek stuff. As you may know, I am a big comic fan, so I get into these tiny references that are like catnip for fans. It’s small stuff (and some big stuff) that won’t even register for the average moviegoer. But for the devoted comic fan, it can be pure joy. Continue reading