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I love to read. I’m especially drawn to books dealing with various facets of marketing. One book that recently made my reading list in this category is “Now Is Gone” by marketing strategist Geoff Livingston and Brian Solis , principal of the PR agency FutureWorks. I heard a lot about the book a few months back and finally had a chance to dig into it.

"Now Is Gone" serves as a beginner’s course for executives and entrepreneurs looking to add social media to their marketing mix. Even with all of the blogging, tweeting, and Facebooking going on, there still are a lot of people who fall into this category. If this is the case, or even if you need a social media refresher course, I recommend "Now Is Gone" as a good read for three primary reasons:

* The book provides practical, relatable insights about what social media is, and tips on how to enter and succeed in social media in a way that’s right for your business.
* The book features a number of real-life, practical case studies from small and large businesses who are succeeding with social media.
* The book is a quick, easy read. This is especially important since the words “social media” still ignites fear in some people. No matter the level, you will be able to glean information from this book.

Also a treat were interviews taken from Livingston’s Buzz Bin Blog with marketing experts such as Todd Defren, Laura Ries, and others. If you consider yourself a social media pro, this book may not be for you. But, if you are a newbie in this space or are curious as to what others are saying about and doing with social media, "Now is Gone" is a good place to start this journey.

Visit www.nowisgone.com to find out more about this book. And don’t leave the site without checking out a few of the social media marketing case studies.

————————
About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small-and-mid-sized companies tell their story For more information visit www.marcommcreativegroup.com.

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In case you haven’t read the tea leaves, web-based video distribution is fast becoming the new multimedia delivery model taking the place of the current distribution scheme where cable associations control what we watch. This new model will see user generated content exist alongside professional productions with the consumer controlling the viewing experience.  If you are a content creator or aggregator what do you need to consider to play in this sandbox?

Production Resources

If you are a content aggregator all you need do to build a programming library is to solicit content from independent producers but if you are looking to create your own inventory the job will be a bit more complicated because you will need internal or outsourced production resources; the complexity of which will depend on the nature of your programming.  A talk show for example requires a set (backdrop furniture and props), fairly involved lighting (for guests and backdrop), multiple microphones with an audio tech, and multiple cameras with someone to mix the footage.  A basic crew should consist at a minimum of a camera operator, audio technician, lighting specialist, director and production assistant.

Content

Without content an audience wants to see, your opportunities are surely limited.  To test the waters use free video sharing sites (YouTube, etc.) as a real time focus group to refine your content and to build a following.  To generate revenue and control the viewing experience you will need to create your own platform which given the current state and economics of web development is within reach of even micro businesses.

Video Distribution Platform

To deliver your newly minted programming to an audience, you will need a delivery platform (station) that enables uploading and management of video assets.  Through the system you should be able to create any number of programs and control the rotation of episodes within each program.  In addition to content management your platform should deliver a rich viewing experience taking advantage of the widely accepted Flash video standard and enabling viewers to easily navigate the program guide to select an episode, all from a single screen.

An Audience

Without people interested in viewing your content your great idea will soon tank but not to worry.  In this age of social media the opportunity to build a following has never been more accessible. Consider building your following by leveraging social networks (Twitter, Facebook, MySpace, etc.), building relationships with successful bloggers in your station’s niche, pitching story ideas to traditional media outlets and turning your program’s fans into a powerful evangelical sales force.

Economics

Let’s face it, none of this stuff is free (website development, production resources, marketing, etc.) and with the big technology vendors (Brightcove, SplashCast Media, and others.) moving from free to expensive paid models; you have to be prepared to make an investment in your dream.  To offset your expenses and generate profit consider selling advertising space on program web pages and within the programming itself (called pre-roll <before the program begins> and post-roll ads <after the program ends>).  In addition to ad revenue you might be able to sell your programming to other web distribution networks and if popular enough to traditional broadcast outlets. Got an idea for a hit program or have you successfully launched your own online video network?  Comment below and let us know.

———–

John Easton is a recovering corporate executive turned entrepreneur. Through his company, Eastonsweb Multimedia, John helps businesses attract the best customers using video, web and multimedia tools.  You can view his newsletter editions and subscribe by clicking here.

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Chip’s website Chip’s blog LinkedIn Training On Twitter

Raymond “Chip” Lambert is a professional trainer, business coach and all around business development specialist that I met while following a group of Twitterers talking up a conference Chip was presenting at.  The rain of positive comments about Chip’s expertise on creative ways for businesses to use the LinkedIn professional network led me to tap Chip to share his insights with the Customer Flypaper community. Get ready because you are sure to learn something from our little chat.

Give me a quick overview of your business

[Chip Lambert] I train successful professionals how to leverage their book of business and existing relationships to build their “Ideal” business.  I do this through time-tested business development strategies and new social media.  Knowing how to close a prospect is a critical skill - but so is acquiring that prospect in the first place.  Most successful people are sitting on a gold-mine of potential referral business, but they are not mining it because they are caught between “selling” and “servicing”.  I help people to break free of that trap and move to the next tier of success.

What are the mistakes most people make using LinedIn as a business development tool?

[Chip Lambert] They think that because they are “there” something will happen.  There is a parallel offline - networking events.  People show up and assume that because they are “there” that something will happen.  Nothing could be farther from the truth.  LinkedIn is a technological infrastructure for what successful people have been doing for generations - building and WORKING their networks.  It takes strategy and consistent action to really make LinkedIn - or any social media for that matter - work for you.

Say you have 100 direct LinkedIn connections and thousands more indirect…how does one effectively communicate with the network so that people understand what you do and what you are looking for?

[Chip Lambert]  This is a several pronged asnwer: 1 - Write a stellar profile.  People read them. And update it as you and your business change.  LinkedIn notifies the people in your network when it changes - this drives them back to read your updates.  Tell them who you are, why you are on LinkedIn, what you are looking for and what you have to offer.  Then tell them what you want them to do next - provide them a next step - ie. follow the link to you blog - read it;  sign-up for your newsletter - with a link to do so; etc. 2 - use the “What are you doing now” status update feature.  It keeps you in front of your connections regularly.  If you have multiple social media properties - link the status update features with http://hellotxt.com or http://ping.fm.  That way all of your networks or properties are updated simultaneously.  LinkedIn isn’t the only game in town - it has its place.  Mass marketing strategies don’t work here.  But driving them off linkedin can.

What are some third party tools that can add efficiency to managing your LinkedIn account?

[Chip Lambert] Hellotxt.com - Ping FM.  RSS reader - for subscribing to important threads or questions inside linkedin.

What parting words do you have to help people better use LinkedIn?

[Chip Lambert] Get strategic - the tactics fall out of the right strategy.  If you are looking for clients, get clear about who and search them out.  If you are looking for JV or Channel Partners, take some time and set some parameters and get to work.  To get the most from LinkedIn, get active - not passive.

Your Thoughts

Whew, I told you Chip knows his stuff but enough of our rambling. How do you make use of the LinkedIn community? Do you have questions about LinkedIn that we did not answer?  Comment below and let us know.

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I opened my inbox this morning to find an email pitch from Blockbuster promoting their new on demand movie download service.  By prepaying $99 for movie downloads I get 2Wire’s digital media player “free” enabling me to watch DVD quality videos on my home TV.  As one who always hated the in-store movie rental model, I have anxiously awaited an Internet-based replacement but the devil is in the details with this one.

What’s Wrong With Blockbuster?

Blockbuster’s deal smells of a group of conservative 60 year old men dipping their toe into Internet waters that they are deathly afraid of.  Why should I have to pay for closed technology in their digital media player that can only be used with Blockbuster’s service?  This is like buying a radio and being forced to listen to one station. In its early years Apple learned this lesson the hard way losing precious market share to inferior but more open pc computing platform.

My second gripe is that the movies are only viewable for a 24hour period. Once you click play the clock starts.  I have this same issue with cable on demand services. Third the movies cost, as the marketing speak states, “Starting at just $1.99”.  My mind says, “…and goes up to what?”  Come on these folks are selling a digital assets that have no inventory expense, minimal distribution costs and potentially unlimited shelf space so the best they can do is a promotional starting price of $1.99?

Why Should All This Matter to You?

My rant is less about your customer experience with movie rental services and more about opportunities for your business.  The internet is as much a culture as it is a technology platform and your business can thrive if you embrace the dynamics of this culture.  It is not about jamming what you believe down people’s throats.  The internet is about open source, collaboration, long tail economics, 2-way interactive discussion and ultimately releasing control. Blockbuster’s approach is old world thinking wrapped in new media, lipstick on a pig.

Learn the new rules of economics and you just might hit that home run.

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Who would have thought that the new media would drive the old but that is what is happening as companies like Blurb offer services that allow bloggers to easily convert their weblog content into books.  I know most people can’t ditch print fast enough but believe me everyone is not as web centric as we are led to believe and high quality print materials are great for reaching these folks.

How Does This Work?

Once your account is set up you create your blog book by first downloading the Blurb BookSmart application then grant Blurb access to your blog system.  At the time of this writing only Blogger accounts are supported but judging from the many complaints and requests on the company’s blog; support for Wordpress and Typepad is in the works.

Once blog access is verified you select a design from a menu of book templates.  From here you check the blog posts you want to integrate and after a bit of customizing your book is ready for printing. Print runs can be done in quantities as small as 1 unit to as many as your budget can manage.  You can even sell your new book, print to order, through the company’s online bookstore (revenue share applies).

Your New Marketing Tool

Physical books offer an air of credibility beyond that realized by their digital cousins and if used creatively your book can be an effective marketing tool for your business.  Below are just a few marketing ideas to consider.

1. Showcase your project portfolio in an attractive presentation (Consultants, event planners, photographers, etc.)
2. Leave your book behind after sales calls to establish your expertise
3. Keep the book in your office waiting room to educate customers and stimulate new sales
4. Place the book in strategic locations (In your doctor’s, lawyer’s, CPA’s, local SBA office)
5. Sell it outright to diversify your revenues
6. Use as an incentive offer to increase marketing campaign response (order today and receive our free xyz book…)

Blurb in a Nutshell…

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From project collaboration to tracking the travel habits of your network contacts; LinkedIn, the online networking community recently launched a suite of applications to enhance member profile pages.  During a call today one of my blog partners raised the question, “how can we link the Customer Flypaper blog to our LinkedIn profile?”  Instead of answering the question directly I thought to share the video above for anyone wanting to link a blog to their LinkedIn profile page.

How do you like the new LinkedIn apps?

———————-

John Easton is a recovering corporate executive turned entrepreneur. Through his company, Eastonsweb Multimedia, John helps businesses attract the best customers using video, web and multimedia tools.  You can view his newsletter editions and subscribe by clicking here.

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In his book The Anatomy of Buzz, Emmanuel Rosen likened the spread of information about a company, “Buzz”, to the spread of data through a computer network with most contact points taking place one to one between individual nodes but the more expansive communications facilitated by network hubs that communicate with multitude nodes.  In the real world these hubs are the influencers in your market with hundreds or thousands of people following their advice.  I shouldn’t have to tell you that word about your business will spread at light speed through hubs and their linked networks.

How Do I Reach the Influencers?

Online social networks and communities are great places to quickly identify and build meaningful relationships with influencers.   A word of advice before slinging a “please help me…” pitch to a community influencer.  Everyone wants a piece of these individuals so think of a mutually beneficial way of approaching them. Offer your expertise to network influencers directly or to a cause they support, make a polite introduction, promote them within your network and let them know. Below is a list of resources to help you identify and reach out to your network hubs.

1. Twellow: The Twitter Yellow Pages allows you to search Twitter users by interest, business line, location and more.  What’s better, you can sort search results by several variables including number of followers.
2. Technorati:  Use this popular blog search engine to identify the top bloggers in complimentary niches and by contributing to their communities through engaging comments and guest posts, you can attract new visitors to your online community or business.
3. Top contributors lists:  Many blogs and social communities reward participation in their networks by posting top users lists.  Reach out to these top users with a creative idea and their following might start following you.
4. Yahoo Answers: For those who don’t know, Yahoo has a community of smi-pro and pro experts who answer just about any question under the sun. Yahoo also tracks and reports on the “Top Answerers” in each category.  Here is a link to the Yahoo Answeratti in the business category, Click Here.

Bottom line is that when the network hubs talk, everyone in their niche listens.  If you can foster mutually beneficial relationships with these online personalities your business will benefit.  Where do you look for online influencers and how do you reach them?

———————-

John Easton is a recovering corporate executive turned entrepreneur. Through his company, Eastonsweb Multimedia, John helps businesses attract the best customers using video, web and multimedia tools.  You can view his newsletter editions and subscribe by clicking here.

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Click to play video

Originally positioned by the conventional media as a cute toy for college kids to share the hollow bits of their daily lives, the microblogging platform Twitter has hit the mainstream and savvy business owners around the world are catching the vapors.  In my foray into the Twitterverse (the place where Twitterers hang out), I bumped into Lisa Hoffman (Twitter Profile) a rising star among the Twitterati who on the day of our meeting experienced a veritable Friendapalooza, onboarding 180 new Twitter followers.  In the video above Lisa shares with us her Twitter-Fu (that’s Kung-Fu for Twitterers), her secret sauce for Tweeting success.

So What’s All the Fuss About?

I will be diving deeper into Twitter in future posts but for those who haven’t caught the vibe, below are just a few reasons businesses should consider joining the party.  Be careful, the experience can be habit forming…

1. Build a following: By sharing your expertise, unique perspective on ideas and promoting other Twitterers you can build a loyal tribe who will support your efforts as you reciprocate.
2. Find qualified service providers and partners:  Let me tell you, some of the most creative minds around can be found on Twitter.
3. Research and development:  Your Tweeps (peeps) can provide pre-launch feedback on your product concept, website, blog, marketing campaign or other project.
4. Attract eyeballs:  Post blog links, promote your teleseminars or anything that your tribe might find appealing and watch your Google Analytics stats jump.
5. You get the point…

If you are not already in the pool jump in, the water is great.  You can follow me on Twitter @jeaston1 . What was your Twitter tipping point?

———————————–

John Easton is a recovering corporate executive turned entrepreneur. Through his company, Eastonsweb Multimedia, John helps businesses attract the best customers using video, web and multimedia tools.  You can view his newsletter editions and subscribe by clicking here.

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As a website developer and Internet strategist I frequently get requests from clients, friends and the media to review website marketing executions.  When my friend Shabaka Amen, owner of Body of Your Dreams healthy lifestyle training asked me to review a website promotion for his brainchild, ”GET SEXY CHARLOTTE BOOT CAMPS” I decided to blog my response so that the CF community might get something from my assessment and perhaps join in the chorus.

Based on Shabaka’s primary goal of driving boot camp registrations, I came up with the ideas below. Please note that I am reviewing Shabaka’s web marketing execution and not his boot camp course nor his overall website.

—————–
Successes
—————–

1. I like that the boot camp is mentioned on the home page of the site. The home page is the most valuable piece of realestate in your website neighborhood so a mention here is critical.
2. I am keen on the use of multimedia (web video specifically) to deliver customer testimonial content. Satisfied customers are your best salespeople, so having them preach your gospel is essential.
3. The immediate call to action is good… “Register Today…” You would be surprised how many people forget this.

——————
Opportunities
——————

1. While I like the fact that the program is mentioned on the home page I feel that incenting visitors to view the main boot camp page is best.  Having so much boot camp content on the home page distracts general visitors interested in finding out about the full breadth of the Body of Your Dreams offering.  I suggest using a graphic ad or short boot camp program summary with a link from the home page to the full boot camp page.
2. I would consider using professionally shot and edited video. Your marketing materials and message are your new customer lure and the bait you cast dictates to some extent the quality of fish you catch.
3. Think about turning off the video player’s auto play feature.  Auto playing media can be an annoyance to returning visitors who have already experienced the media and for people dropping by during work.
4. The mix of media in the video player might confuse some as boot camp testimonials and various workout scenes are mixed in a way that sends a disjointed message that might confuse some (are we talking about the bootcamp or presenting general company information?)
5. Add online registration…Not a few excited visitors might be turned off by having to end their boot camp tour by making a phone call.  Even if payment can’t be taken online a short form would be nice.
6. I would consider engaging a professional copywriter to make the copy pop. A good one will make prospects crave your boot camp and strategically insert keywords to hook the search engines.
7. I would add a “refer a friend” feature to the boot camp page. Have your web developer add this feature or consider one of the various hosted services, however I prefer the developer option.

Whew, I feel like I got a good workout reviewing the site! If only getting in shape was this easy. Okay, I have “talked” enough. Come on in and give us your thoughts.  We don’t bite…hard.

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On my company blog I recently discussed how adding syndicated blog content to your website is one of the best ways to attract search engine traffic to your site (click to read).  While this is true some people just aren’t up to the task of posting three to five times a week to a blog; a frequency that is important if you want to keep readers.  To get the search engine benefit without the publishing overhead I suggest adding blog infrastructure but calling your “blog” something other than “XYZ Blog”. 
 
When visitors see the word blog, a certain expectation is conjured  (regularly updated content, a cultivated crop of comments, etc).  If your blog were titled, “Money Making Secrets” or some other catchy title that speaks directly to reader benefits; your visitor’s will see this section as an opportunity to get useful information but won’t expect daily updates as with a formal blog.
 
Okay now you are saying, “why not simply add some articles to my site?” Blog technology is far superior in this respect because blogs are easier to update, you can build repeat traffic through automated email updates and rss feeds (rss defined) and through services like Feedburner (read description) search engines will be instantly notified of your blog updates, I mean Secrets to Making Money updates.  Doing the same with a standard web page would be clunky at best and prohibitively expensive.
 
Now you have one of my personal favorite “Secrets to Making Money”.  What are you waiting on, a kick in the pants?  Contact your friendly neighborhood web developer and get crackin’

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