Monthly Archives: June 2012

Planning for you Facebook Page

What is the visibility plan for your Facebook page? There is an ongoing discussion about how to show up in the news feed on Facebook and why it’s so important…about 90% of Facebook users do all their interaction via the news feed…not on your page!

In an impromptu webinar on Facebook, Mari Smith shared a link to a white paper by Buddy Media about Facebook’s EdgeRank algorithm and what you can do to consistently show up in your fans’ news feed. I addressed a few ways in my post 6 Ways to Engage Your Facebook Fans. However the white paper goes deeper and explains EdgeRank which is a mystery to me.

The white paper (you have to opt in to get the download link) shares 10 tips with examples on how to optimize the content on your page giving you a better chance to stay in front of your fans.

With nearly 700,000,000 users on Facebook, it’s a good bet your ideal client is hanging out there at some point during their week. If they are looking for and getting content they want on social networks, then you need to be strategic to get their attention so you’re not wasting your time and effort.

The white paper will give you some ideas about what type of content you can create to get noticed. Then, you need a plan


To create a plan, you need to be clear about the goals of your business and what outcomes you want from your business page.

Generate leads?

Build community?

Drive traffic to your blog or website?

Establish your business as a go-to resource in your industry?

Next, what type of content will help you achieve your goals? Certainly you’ll want to mix it up using text, multi media like images and video, and directly engaging with those who actively comment and like your content.

Always, you need to be clear about what you want people to do: like, comment, go to your blog, download a report, etc. The key to staying visible in the news feed is to have engagement and action on your content. With some experimentation, you’ll discover where you get the most action (remember people like to talk about themselves and their experiences so take that into account when crafting your plan!). For example, without fail, Brag About Your Blog Day always gets hundreds of comments and likes and shares. It’s a win for my fans who get to promote their blog and I get to learn about what people are up to, what they’re blogging about and yes, increase my visibility in the news feed.

My guess is though, that most small businesses do not have a Facebook visibility plan. Posting is haphazard at best and content is random (maybe thatis the plan). While I support spontaneity and think it’s important for getting time-sensitive info and current events in front of  your followers, it’s also important to have a clear idea of what you want to achieve and know how you’re going to get it.

Do you have a Facebook visibility plan? If you do have a plan, how’s it working for you – are you achieving the goals you set for your business on Facebook?


Boost you visibility online by coming into Amazon

With more than 75 million unique visitors just in March 2011, you can’t ignore the impact can have on your online visibility. Therefore I ask, “are you using Amazon to boost visibility for your business?” If not, here are a few ways to consider…

7 ways you can harness the world’s largest ecommerce site to generate visibility for your business, even if you’re not a published author…

1. Create a public profile. If you’ve ever bought anything on Amazon, then you have the opportunity to create a profile page. This is the bare minimum I recommend you do since your profile page gets linked every other place you participate on Amazon. Add your picture, a bio, a link to your blog, and select the information you want visible to the public: wish list, birthday, reviews, etc. Tip: For business visibility purposes, use your REAL NAME, not a pseudonym.

2. Post reviews. This is probably the most obvious way to get seen on Amazon. When you post a review, you can link it to your profile page so others can learn more about you.

3. Create lists. If you have reading lists you recommend to your clients and customers, post it on Amazon. When someone lands on the page for a book or product you recommend, your list shows up, again, an opportunity for folks to learn more about you. And, they may be your ideal client if they’re looking for a book you recommend.


4. Create tags. Every product/book page includes a feature for you to add your own tags. If you have your own books (Kindle included), add tags that reflect the key words you want to be found for, including YOUR NAME. Tags show up on your public profile. (Click on the image to see it full size.)

5. Publish your reports and ebooks on Kindle. This is easier than you may think and instantly gives you “author status.” Rather than extolling the benefits of publishing your content on Kindle, here’s a post with a link to a free, no opt in webinar showing you step by step how to publish on Kindle.

6. Set up your profile on AuthorCentral. If you have books – hardcover, softcover and/or Kindle – then this is a MUST. This is not the same as the profile you created in #1, as an Amazon customer. This is your Author Profilewhich gives you much greater visibility and reach.  You’ll see on my Author page a bio, head shot, my Twitter feed, links to recent blog posts (yes, another place to syndicate your blog content!), a list with images and links to all my books, and a discussion area where you can create connection and assist your readers. You can also add photos and videos, as well as events.

How to Use AuthorCentral on (click here if you cannot see the video above in your feed reader)

7. Loan your Kindle books. This may not seem like a visibility play, but look at it this way…  you have an opportunity to create a connection and selflessly serve your clients – don’t worry about “lost” sales. if you own a Kindle, you’ll see that some (not all) Kindle books are available for lending. Periodically offer your community the opportunity to “borrow” one of your Kindle books. They can only be loaned one time, so it’s first come, first served.  Bonus tip – when you set up your own Kindle books, make sure to allow lending as well. Why not share the good stuff you teach in your books?

I see a lot of lost opportunity on Amazon. While writing this post I cruised around looking for author profile pages and sadly, didn’t find them for a lot of prominent authors nor for colleagues I know who have books and Kindle ebooks. 

No doubt there are more ways to leverage Amazon to boost your online visibility. What tips would you add to this list? Post them in the comments, please!

Email Marketing is no longer works?

Email is dead!

Okay, it’s not actually dead. But it’s definitely time to start treating a mobile number and SMS marketing with the same priority and focus as email.


Because customers take their phones with them everywhere. You don’t need to settle for marketing to their inbox, when you can send an SMS message right to their pocket!

Smartphones make integrating your campaigns even easier because their web browsers allow you to display your existing landing pages. According to the Guardian, smartphones now account for more than 50% of phone sales in Europe.

Getting the numbers yourself

If you already have an email list, then it’s time to add a mobile number to your sign up form, giving your prospects an option to receive updates via SMS. Hotels are already doing this allowing a confirmation message via opted-in SMS complete with sat nav coordinates to plug right into a smartphone. Once they have the number, they have permission to send targeted offers.

Let’s say, for example, you have a weight loss or dieting site, and that you already have a whole site or landing page dedicated to your offer. Maybe you already give away an eBook or recipe book as an incentive for prospects to sign up to your email list.

Perfect. Simply add a mobile option into your subscription form, or better yet, create a second value-add specifically for mobile: “add your mobile number and receive daily encouragement by SMS.”

Buying the numbers

Make no mistake, getting a mobile number is definitely harder than getting an email address. But preferences are changing and people are becoming more comfortable with the idea of SMS marketing – especially when it is relevant to their needs.

Besides building your own SMS marketing list, you can also buy batches of numbers from others who run co-registration via CPA offers. Many of these marketers will sell you names and numbers segmented by interests, but this should really only be considered by marketers with experience in mobile marketing.

What and how to promote your offer

Beginning in SMS marketing can be as easy as adding a shortened URL to an SMS offer that sends the visitor to a mobile-optimised web page.

If your site isn’t optimised for mobile, that’s okay because today’s smartphones have capable browsers and most of your customers will be able to view some version of your site with little trouble.

Sending messages

Don’t worry, you’re not going to have to sit down and manually enter numbers in a phone.

Just like managing and sending out hundreds of emails to a list requires a specialised email management tool, sending out hundreds of messages to a list also requires a specialised service to make it easy to manage and send SMS messages in bulk.

A good system will allow you integrate your web forms right into your mobile database through an API. They will also make it easy to segment your list and connect directly to global mobile networks.

A robust SMS marketing platform will let you enter your campaign or offer once, and send it out to the whole list or just to the segment that you choose.

With the right offers and with a little experience, you’ll be well on your way to making SMS marketing an indispensable part of your outbound marketing.

Pavel Webb is from the mobile marketing company Text Magic, for more info on the company visit here: mobile marketing

Stats – June 2012

Once again, here are some of the most interesting digital marketing stats I’ve seen this week. 

Stats include usage of connected TV apps, sales and traffic data from Affiliate Window, fashion search rankings, attitudes to privacy and how brands use big data.

Online reviewers are altruistic

  • The main reason people leave online reviews is to help other consumers make good decisions (90%), according to a survey by Demandforce.
  • This was followed by a desire to share experiences (86%) and because posting reviews is seen as “a way of giving back”.
  • Just over half (51%) of respondents claimed that feedback they had left in the past 30 days had been mostly positive, while just 1% said it had been mostly negative.

On-demand apps dominate connected TV

  • Samsung Smart TV app owners have an average of nine apps installed on their device, according to a new report by Rovi.
  • The survey of 500 Smart TV owners also found that video content delivery apps such as BBC iPlayer, BBC News and LoveFilm are the most frequently used apps.

  • But alongside content apps, Rovi’s survey found there is a desire for more utility apps such as banking, betting and shopping services. Parents also indicated an interest in games and educational apps for their children.

Mobile sales and traffic up from affiliates

  • A new white paper from Affiliate Window shows that in May 8% of sales through its network came through mobile. This is up from 3.92% on the same period from last year.
  • Mobile traffic on the network has more than doubled in the past six months from 3.5% to 11%.
  • Though sales and traffic have both increased on AW’s network, conversion rates have actually dropped slightly from a December high of 3.5% to 3% in May. In April mobile conversions fell to just over 2.5%.

Boohoo and ASOS top search rankings

  • Boohoo and ASOS were found to be the top performers in a report into search rankings among fashion retailers.
  • Search marketing agency Stickyeyes looked at how 20 online retailers ranked for a set of item specific and generic search terms. Boohoo and ASOS came top for organic search, while Marisota and Very came top for paid search.

  • Overall, Boohoo’s strong performance in organic search made it the most visible brand for paid and organic results combined.

Smartphone use in-store

  • 42% of European smartphone owners use their device to compare prices in-store, while 13% claim to have switched stores after finding a better offer elsewhere.
  • The findings come from a report by Tradedoubler into smartphone usage in the UK, France, Germany and Sweden.
  • A quarter (26%) of respondents said they would buy more frequently if websites were optimised, and 50% of UK respondents said they become frustrated with the mobile shopping experience.

Tracking on the increase

  • Analysis of the top 50 US websites that do not require a login found that they activate an average of 56 data collection processes during each browsing session. This is compared to an average of just ten in 2010.
  • Krux Digital, which analysed between six and ten pages on each property, found that 300 monitoring firms currently gather online user data, a lift from 167 in 2010. Previous research by the Wall Street Journal pegged this figure at 131 two years ago.

Students just want to be entertained

  • When asked what they use Facebook for, only 13% said it was for offers and discounts while 6% said it was for information about brands.
  • The most common answers were entertainment (53%) and chatting with friends (94%).

Attitudes to privacy

  • The Direct Marketing Association has identified three broad groups of consumers based on attitudes to privacy.
  • 53% of us are ‘data pragmatists’ who are willing to share personal data for free services, 31% are ‘data fundamentalists’ who are unwilling to share data unless there is a compelling reason to do so, and the remaining 16% are ‘unconcerned’ about who they share their information with and what it’s used for.
  • Consumers are generally savvy to privacy online, with 85% claiming to be either aware or somewhat aware of the techniques used by companies to track online behaviour and preferences.

Social sports

  • The number of people using social media to follow their favourite sports team has almost doubled from 13% to 21% in the past year.
  • The report by digital sports agency Perform found that Twitter, in particular, has become popular among sports fans as they can follow individual players and football clubs, while sites like Facebook are being used to comment on matches in real-time.

Brands and big data

  • More than half (54%) of respondents in a poll of 607 executives said that strategic choices based on “purely on intuition or experience” are today typically regarded as being “suspect”.
  • The report by Capgemini and the Economist Intelligence Unit found that 65% of respondents agreed that growing numbers of business decisions now depend on “hard analytic information”.
  • However, 55% also revealed big data is “not viewed strategically at senior levels” as yet.

Pepsi Pulse: When beverage business does e-magazine

I ) Pepsi had announced on their own main website on 3/4/2012 that Pepsi officially launch first global campaign named “Live For Now”. The stress of this Campaign is not only bringing to fans the hottest News every time, the information that focus on culture/entertainment, they also connect all the fans from all around the world desire to capture the excitement of now.

The announcement is as bellow:

  • Brad Jakeman, president, Global Enjoyment Brands, PepsiCo said, “‘Live for Now’ is considerably more than a positioning statement or a single ad creative – it is the central governing idea for the brand globally. Pepsi has always inspired people to embrace the ‘now’ by being at the epicenter of, and helping to define, pop-culture. ‘Live for Now’ embodies a mind-set that is true of Pepsi loyalists around the world, while still connecting with a large and growing number of consumers who share the same values. It will enable the brand to deepen its global equity in a relevant and authentic way, and has already inspired a differentiated way of thinking about brand behavior across the entire Pepsi global marketing system.”
  • Simon Lowden, chief marketing officer, Pepsi Beverages Company, added, “The ‘Live for Now’ positioning will inform the way Pepsi behaves as a brand and is a fantastic filter through which to create exciting and innovative partnerships with some of the world’s leading artists and entertainment properties. We are excited to be announcing a series of exclusive partnerships in the U.S. over the next few months that will breathe life into ‘Live for Now’ and offer one-of-a-kind experiences for our fans.”

I am personally very impressed of this Campaign platform in the U.S. that this Digital Platform is named Pepsi Pulse. The Pepsi Pulse is described like that:

  • The interactive digital platform will operate in real time, curating and serving up trending pop-culture content, entertainment news and consumer incentives. Pepsi Pulse has several features, including an interactive display of pop-culture news content and interaction with celebrity visitors.

In other words, Pepsi Pulse uses Social Flows helping Pepsi to release precise News relating to culture/entertainment in the fastest way. Pepsi Pulse also connect to Twitter of celebrities of all around the world + special hashtag (e.g. #oscar, mtvaward…) to bring various hottest information in real-time. How to “Live For Now” if the we update slowly. Pepsi is the first company signs an exclusive contract with Twitter as music partnership. That also enables Twitter users to watch concerts (sponsored by Pepsi) and to listen to music that was hot today.

I would say that is very exciting to visit This is the first time ever I have seen a much dynamic website from a beverage producer. Here we can see how technology has been appreciated in Pepsi’s strategy. An of course, this is the first time I have seen a business website that does not contain much information of itself.

Since the last two months, I am so glad to see that Coca Cola also changes its direction (strategic) to content. I have wondered what would Pepsi do while Coca Cola has strong changes inside in a amazing way like that.

Although, Pepsi Pulse might have its own challenges itself. Pepsi considered to close Refresh Everything (One of meaningful and big social project ) to make a turn and concentrate for Pepsi Pulse, Pepsi would spend lot of time and working hours to maintain for Pepsi Pulse bringing informative to people. On the other words, a pretty website would just keep visitors 1 – 2 times, if it expects people to come regularly, the website must be for sure express something more than just a skin. It requires Social Flow to solve many mathematical question in technological absences, information of entertainment, culture… is very much, to organize and make what important and hot to be appeared on top is not an easy question.

One of interesting point in Pepsi Pulse is the advertising banner of Pepsi itself. What do you think you would see if you click on the Pepsi can? Pop-up banner? Sub-site? No, it is just a sound of opening the can, a creative way to use sound in the website.