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Archive for the ‘Technology’ Category

Early Friday morning I took a five-hour class in WordPress in order to make this blog look a little more professional. I was impressed with all of the options and choices available. So, this post is my very first attempt publishing  in WordPress. I also imported all the rest of my blog from Blogger into this new platform.

What do you think of this first try? It was a lot of fun previewing how the blog would look in various themes. There will be a lot more work to customize it for ease of use and how it appears.  So, please let me know what you think. If you have any suggestions, I’d love to hear them.

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At coffee this morning, someone asked why we were spending so much money on a mission to Jupiter that will take five years to get there and another five to return. She wondered why we couldn’t spend all that money here on earth for our needs and requirements here. As you might imagine, that question launched a very spirited conversation with excellent points made on all sides of the topic. Most of my answers revolved around the joy of discovery rather than economic possibilities. Although I agree that the economic possibilities are extremely important, I deeply feel that we humans are capable and desirous of knowing and experiencing so much more than that. So, this excellent article in  the July 01, 2007 Air & Space Magazine by Michael Griffin satisfied my need for more reasons for space exploration.
I loved the author’s comparison of space exploration today with building cathedrals hundreds of years ago, of the wonder, awe, and curiosity about things unknown. Because building massive cathedrals took such a long time, most of those builders did not live to see their projects completed. In the same way, most of us now living will not be around to see the results of our space exploration. However, it gives me a wonderful feeling just knowing we might be accomplishing important work for the long haul of life here on earth for future generations.
“It is my contention that the products of our space program are today’s cathedrals. The space program satisfies the desire to compete, but in a safe and productive manner, rather than in a harmful one. It speaks abundantly to our sense of human curiosity, of wonder and awe at the unknown. Who can watch people assembling the greatest engineering project in the history of mankind—the International Space Station—and not wonder at the ability of people to conceive and to execute the project? And it also addresses our need for leaving something for future generations.” (Michael Griffin)

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Since I’ve been sleeping outside on the patio for at least a week, I’ve pretty much gotten used to it being, if not completely dark, at least almost there. However, tonight screams daylight. Woke up about 12:00 to a beautiful moon so full and bright I thought it was noon instead of midnight. (slight exaggeration there, but not a lot). To top it off, my mom was still awake in the living room, reading, and that light spread outside to the patio. Then there are the ubiquitous streetlights. When I sleep in the bedroom, one shines directly into the window. Several months ago I quietly and sneakily unscrewed the bulb and no one noticed for a month. Perhaps it’s time to do it again. Now I’m wide awake and have been catching up on friends’ blogs, especially those from Sebastian, who I met several years ago in Kanab, Utah. He has been living in a small Casita trailer which he tows to various out-back and off-road places, and writes about the experience living “off the grid” with his cats. Although I don’t think I’d like to spend most of my time so far away from civilization, this time in San Diego, with all the traffic, noise, light pollution, people, and speed of life has convinced me of the need to just get away from it all for a while, if only for a short time. The RV patiently awaits. Now if the price of gas would just go down a little more.

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Social Media Bootcamp for CEOs
John Larson
Westin – San Diego
Jan. 19, 2011
500 million people on Facebook alone. 62% of people using social media are between 25 and 54 years old. 71% are employed, median age is 33, 47% married.
Point of using social media for business is to build relationships with large groups of people. A two-way conversation with your target audience. Leverage technology. Customers listening to each other and tuning out marketing messages. There is always a conversation going on about your industry. At least use social media to protect your brand.
“Turn strangers to friends. Friends to customers. Customers to evangelists.”
Old School
New School
Telegram
Twitter
Yearbook
Facebook
Rolodex
LinkedIn
Television
YouTube
Newspaper
Blogs
Encyclopedia
Google
Yellow Pages
Google
In using social media, don’t:
  • Tell friends about bad food
  • Beg people to buy from you
  • Carry on a monologue. Instead, build relationships
  • It is not just setting up environments and not doing anything with them
Large, Fortune 500 companies: 65% use Twitter, 54% use Facebook. On average, they post 27 Tweets and 4 FB posts per week. They post 10 videos and 7 blogs per month.
How to use social media to the best advantage
Develop your strategy first.
Define:
Goals, objectives, target audience, conversion activities (what you want people to do), budget, and resources.
Measure:
Performance goals
Branding goals
Cost per lead
Cost per acquisition
Refine:
Make changes for improvement
Create new objectives
Manage by exception i.e. Why?
If You Regularly
Your Profile
Blog, podcast, tweet, video
Creator
Write reviews, post replies
Critic
Update your profile
Joiner
Watch videos, read blogs
Spectator
None of the above
Inactive
You need to be a creator and a critic. Figure out and engage with people already having a conversation about your industry.
How to make informed decisions and “Lead with value.”:
  • Use archived knowledge such as spec sheets, technical data. Write blog articles using that knowledge.
  • Use real-time knowledge to influence buyers’ decisions
  • Use humor (check out Old Spice videos on YouTube)
  • Use products
Don’t be a narcissist.
There is a time commitment – resources and manpower needed
Ask questions and for opinions. Stay relevant
 Focus on your niche.
Educate – train customers to buy. Use key words and phrases on your website.
Tactics in a nutshell – short overview
  • Listening:  to identify who you want to build relationships with
  • Build community – grow social media environment i.e. friends and followers
  • Broadcast – post stuff. Drive people to your content
  • Content – if people want to share
  • Convert
Tactics – long version
Listening:
  • Key phrase research, include misspellings.
  • Google Alerts. Set up on Google so they will alert you when people use your key phrases, etc.
  • Twitter – search bar, hash tags (# in front of key word or phrase)
  • SocialMention.com – it will search through media environments, real time.
  • Industry sites and blogs. For example, websites listed in industry mags.
Build Community:
  • Use “Follow” buttons on website
  • Email-blast customers and prospects, under guise of customer service.
  • Tweet, blog, post. People will follow you.
  • Leverage search engine optimization (SEO) and search engine marketing (SEM)
Broadcasting:
  • Begin engaging with target audience
  • Link social sites together to push content across multiple channels. Can use: One tfor Twitter – I can’t read my own writing but available on Twitter home page. Also Ping.fm and Hootsuite. Only need to type a message once. One click of a button will post to many sites.
“For every nine non-commercial broadcasts, you earn the right to one promotional one.”
Content:
  • Define tone/voice. Do you want to be humorous, serious, just facts, personal, etc.? Have the company voice.
  • Leverage content across media types using videos, blogs, etc.
  • Make your content more than valuable: Make it remarkable (people will remark about it).
  • Content ideas:
  • Success stories/case studies
  • Product comparisons
  • Top 10 lists
  • Write something controversial i.e. maybe write an opposite opinion in a blog.
Convert – to get leads, etc.:
  • Enable people to request a catalog.
  • Offer free consulting – do a service for someone, help solve a problem
  • Promotional products – to get contact information
  • Offer an online webinar/workshop
To maximize conversions:
  • Enable people to know what’s in it for them.
  • How to take the next step. Be very clear and specific about this. If you’re not mailing anything, don’t ask for a mailing address. People don’t like this.
  • Send follow-up thank you by email
  • Invite people to follow you on other sites.
Monitoring:
  • Use Dashboard software
    • Aggregate view
    • Real time
  • Analytical data
    • Use Google Analysis (free)
Social Media Cornerstones
Twitter:
  • Be human. Let your personality shine through. (Check zappos.com CEO Tony)
  • Tweet 3-7 times per week at a minimum. For example, Dell Computers tweets coupons.
  • Always personally reply to new followers
  • Build a professional-looking profile
Facebook – 500 million people:
  • Set up a company page
  • Post 3 or more times a week – each business day
  • Add “Like” feature to page
  • Add video from YouTube
LinkedIn:
  • More business oriented than Facebook or Twitter. Google loves LinkedIn
  • Update personal status 3 – 5 times per week
  • Create company profile with key words in mind
  • Connect your blog to your personal profile and company profile
  • Start a group tailored to your target audience with lots of links
Blog:
  • This should be the central command post for all your content.
  • Blogs never go away – they last forever and can be found.
  • You can aggregate other things like Twitter, FB, etc. Optimize with key phrases and words.
  • Should have a professional appearance
  • Post a blog at least 4  times per month and/or once a week.
  • Post the blog headline on FB, Twitter, LinkedIn to let people know it’s there
  • Post a related video on YouTube
    • Link to sign-up for email newsletter
    • Link to embedded video
    • Social environment links (buttons) should be at the top in plain sight for easy use
YouTube (This is the main thing right now):
  • Post one new video a month.
  • Not the place for amateur hour. Should be professional, TV-quality video
  • Keep it short and optimize. People have short attention spans. Approximately 1-3 minutes
  • Post videos on Facebook, LinkedIn, etc.
  • Videos are 53 more times likely to get on the first page of search engines
  • YouTube is the second most favorite with search engines. 2.6 billion visitors per day.
Read “Business Week”, July 15, 2010 article about social media.
Social Media Professionals:
Position
Annual Average Salary
Social Media Strategist
$120,000
Community Manager
    70,000
Copywriter/blogger
    40,000
Video production
    50,000

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