Category Archives: Web/Tech

2 Pictures, 200 Words, Lots of Ideas.

Pictures, words, lots of ideas. If one picture equals 1,000 words, how many ideas does it generate? Is there a transitive property there? I had time over the weekend to pick up two unrelated pictures. Each covers something entirely different. Both are full of ideas.

The first, a chart by Seth Godin:

From Seth Godins Blog

From Seth Godin

This is one of those things that must have been hard to come up with, but makes sense when you look at it. A map of communication. On the horizontal axis of the chart, from book on one end to a conversation at the other. With a book, the writer writes it at one point in time and the reader reads it at an entirely different time. With the telephone and coaching, both parties of the communication, sender and receiver, are involved at the same time. On the chart’s vertical axis, how much bandwidth is involved, from mail and graffiti at the low extreme, to movies and coaching at the high extreme.

The Second, from Pingdom:

from pingdom.com

From pingdom.com

This one is one of several on that post — Report: Social Media Demographics 2012 — that are fascinating to me. As always with this kind of research, accuracy depends on how they sampled, but even if it could be off by a bit, it still gives a big picture of the main social networking sites (which is what I assume the acronym SNS stands for) usage by age. I have no conclusions to draw, but maybe you do. Apparently the more well-known platforms have older users, except Twitter spreads out over more ages. That same post has some interesting data on usage by gender, as well. Good stuff.

Why Every Website Needs a Search Engine

Very useful suggestions Friday with Why Every Website Needs a Search Engine on Small Business Technology. I like the practical advice:

Convert visitors into business. Research firm MarketingSherpa released results of a study that found that visitors who used site search were three times more likely to convert than those who didn’t. Their research also showed 43% of site visitors went directly to the search box when visiting a website.

Gather data on visitors. By using the right tool, site search can provide valuable insight into your visitors. You can use these search terms to determine what information your visitors are seeking, which can help redirect your future marketing efforts.

Increase retention. Research shows the average visitor spends eight seconds on a site before clicking away. A search engine allows them to get where they are going quickly, increasing the chance they’ll find what they’re looking for before they leave.

The post, written by Stephanie Farries, specifically recommends SLI Systems for this. I also did this google search to get a list of free and not-so-free website search engines.

3 Tech Benefits and 1 Threat for Guru Businesses

By guru business I mean the expert business, and particularly the one-person expert business. I mean consultant, coach, adviser, researcher, business hired gun, life coach, trainer, and so on.  I mean a person who makes a living by selling (real or imagined) expertise, experience, and knowledge.

magnifying glassI was a business planning consultant for most of the 1980s and early 1990s, working almost always alone, just myself, no company. So that’s an example of an expert business. And I’ve been thinking lately about how much social media has changed that business model for the better. In this case – but with one notable exception – change is good.

Benefit 1: Marketing your expertise is way easier

There is a new way of marketing that is so much better than the old way. Call it the Web, social media, blogs, Twitter, or the combination; it means way more reach, automatically, if you do it right.

Consider the comparison, now vs. then: I lit out on my own as a business planning and market research expert in 1983. I had my credentials, of course, including academic degrees and a fancy title with a brand-name consulting company, plus some published works. But how did I make myself known? Word of mouth from clients who’d worked with me as an employee, yes. But from there it was a struggle to get my articles into magazines, my self onto the podium at the big trade shows (such as Comdex), and to finish a couple of published books on my main subject matter.

Today, in comparison, successful experts build their business by a combination of useful blog posts, active mini-blogging on Twitter, ebooks, and work with Facebook and LinkedIn. Do you see the pattern there? The gatekeepers are gone.

Where it used to be important to validate your expertise by getting through the gatekeepers in corporate branding and publishing, nowadays can’t you validate your expertise by making good sense on your blog? Believe me, that’s so much easier than the old way of publishing, speaking, and giving seminars.

Benefit 2: Acceptance is based on expertise more than setting

I posted this related thought on this blog Tuesday, about how clients can get better value from a one-person business with no overhead. Who does the work? The client is much more likely today, compared to 20 years ago, to accept and even approve of the fact that you’re on your own. Not having a company around you is no longer cause to wonder what’s wrong with you.

Benefit 3: With gatekeepers devalued, it’s the work that matters

And then there’s this last thought, which I hope is true: today we judge experts by their work, meaning their writing and speaking (and tweeting), much more than we used to. Today an expert’s work is more immediately available, and with less distortion through gatekeeper filters, than ever before. Isn’t it?

How do you evaluate a guru ahead of time? Usually the about page and the content of the blog. There’s less interference there. Back when I started, it took getting through magazine editors to get published, or event managers to get a podium, or joining or creating a company.

Do you frown on an ebook because it wasn’t published by a name-brand publisher? Do you mistrust a blog because it isn’t in a major business publication? Not so much. Am I right?

And the warning?

The bad news is the other side of the good news: It’s the work that matters. Today you have to either do good work or settle for clients you can fool. It was easier back then to hide mediocre work with a company around you, or an editor of a magazine to rewrite it. Today, if you claim to be an expert, you’d better create some content to back that up. Transparency is cool when it’s a bright and beautiful looking glass that highlights and spotlights you. It’s not so nice when it’s a magnifying glass that’s going to burn you like an ant in the backyard on a hot summer day.

(Image: Freshpaint/Shutterstock)

Klout Puts Metrics Into Social Media Management

I really like klout.com for three good reasons: 1.) it’s about measuring online influence and I’m big on metrics as a key element of business planning; 2.) it’s a great example of a strong startup based on need — entrepreneur Joe Fernandez building something he wanted to use, and getting VC funding; and 3.) they released a new 2.0 version today (VentureBeat covered it … and there’s more detail on the Klout blog).

Metrics are the best possible drivers of good business planning processes and collaboration, because metrics can make feedback, the toughest part of management, almost automatic. Klout offers metrics on social media influence, so you can go beyond just counting followers or friends or whatever. True, I also like Klout because my daughter is marketing manager there. But I’ve been advocating this kind of social media metrics for a long time. Here for example is what I wrote about metrics just two days ago on Small Business Trends, which led  to a discussion of metrics and measurement and better ways to evaluate performance:

I’ve seen objective metrics, like sales, costs, expenses, calls, subscriptions, downloads, visits, page views, minutes per call, or unique visitors work pretty well, especially when they’re part of a regular planning process. I still remember how well the metrics worked in my first job, as an editor for United Press International, when they gave us scores for how many  newspapers used our stories instead of Associated Press.

So, with that in mind, here’s a (relatively) new facility to put numbers behind your social media efforts. Think about this as a tool for managing Twitter performance (if you don’t see the video, click here for the source site.)

So the magic here is that Klout gives you a numeric score for your Twitter presence. I’m pleased. I’m a 45, which is 90th percentile. Sure Guy Kawasaki’s at 100, but my 45 beats a lot of people I know and respect. (What? Me competitive?).

So if you’re dealing with social media performance for a team, in business, maybe you can set goals for Klout scores and then follow up. Include the Klout score in plan review sessions.

What’s your score? What’s going to be your score goal for your management metrics?

2 Pictures, 200 Words, Lots of Ideas.

Pictures, words, ideas. If one picture equals 1,000 words, how many ideas does it generate? Is there a transitive property there? I had time over the weekend to pick up two unrelated pictures. Each covers something entirely different. Both are full of ideas.

The first, a chart by Seth Godin:

From Seth Godins Blog

From Seth Godin

This is one of those things that must have been hard to come up with, but makes sense when you look at it. A map of communication. On the horizontal axis of the chart, from book on one end to a conversation at the other. With a book, the writer writes it at one point in time and the reader reads it at an entirely different time. With the telephone and coaching, both parties of the communication, sender and receiver, are involved at the same time. On the chart’s vertical axis, how much bandwidth is involved, from mail and graffiti at the low extreme, to movies and coaching at the high extreme.

The Second, from Buzz Networker:

from bizzia.com

From bizzia.com, buzzworker

This one is fascinating to me. As always with this kind of research, accuracy depends on how they sampled, but even if it could be off by a bit, it still gives a big picture of the main social networking sites (which is what I assume the acronym SNS stands for) usage by age. I have no conclusions to draw, but maybe you do.