2 Types of Marketing Managers and What Difference Your CV Makes

I have worked in marketing management roles for more than 10 years. my roles have been varied both in terms of job function and the companies I have worked for. I have to say that marketing managers fall into 2 clear categories, usually driven by the type of organsiation they work for.

Type 1 – The Program Manager 
I was a Type 1 in my 1st job, working for a blue chip corporate. I had a large budget to manage, a capable team and great selection of agencies to manage.  Type 1′s tend to be very organised, with a breadth of marketing knowledge across the entire mix, but also tend not to specialise in any particular area. They typically direct, running various programs through their teams and agencies.

Type 2 – The Hands-On Manager
I have been a Type 2 in my last 3 roles. A manager that likes to get involved in the nitty-gritty of campaign design and execution, one that understands how websites are developed and one that learns the tricks of the trade before passing their knowledge to their team to execute.

I have to say that I am still shocked by how many senior marketing professionals I work with, at large corporates who simply do not understand the basics. They have been programmed into a way of working that forces them almost into an administrative day job. I saw this happening to me 8 years ago and decided it wasn't a path I wanted to take.

My advice to aspiring (and current) marketing professionals? Know the route you want to take and understand what that means. If you're about managing large teams, large budgets and agencies then define yourself as a Type 1. If you want to be more hands-on, more creative and more involved in the day-to-day then become a Type 2. Neither is right or wrong, it's personal preference, but you will inevitably become one or the other and I suggest you understand that sooner rather than later.

By defining your role, you also define your destiny. You will now be able to distinguish between a Type 1 role that is advertised and a Type 2 role. Next step, make it clear on your CV what 'Type' you are. If I am HR or Marketing Director for a large blue chip and am looking for someone to 'manage programs' Then I want a CV that shows me a Type 1 character. Alternatively, I also want to be able to spot a Type 2 superstar quickly.

Take a look at my CV and tell me what Type you think I am? Pretty clear huh?

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Original Page: http://garethcase.wordpress.com/2011/10/31/2-types-of-marketing-managers-and-what-difference-your-cv-makes

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How To Find And Cultivate A Career You Love

Dee McLaughlin, CMO at Country Music Television, tells Fast Company how she molded her passion for music into a career.

It's not a new thought, but doing what you love seems to be an elusive concept for most. 

People who seem to have that spark, who are passionate about what they do and how they live their lives, are fantastic to be around, and they seem to make what they do look so easy. We spend more of our waking hours at work than anything else, so loving how we spend that time, and what we do, should be a high priority for every one of us.

Dee McLaughlin (pictured right), the CMO at Country Music Television, is a person passionate about life and music. Through the following five uncommon sense ideas, you'll learn about how McLaughlin has combined her love of music with her career. 

1. Finding your way takes time.

When you were a kid, work and fun were opposites, so, as an adult, it actually takes a lot of time to combine the two. Don't feel bad if you haven't succeeded yet. In fact, if you admit to yourself that you're dissatisfied, you're a step ahead of most people. 

Dee grew up in Ireland and was surrounded by live music from a really young age, and one her first memories was looking at the musical symbols and instruments on the bedroom wallpaper as a baby. Maybe the fact that the Irish are the only country to have a musical instrument as their national symbol has something to do with her passion for music. 

2. Look to other people for ideas.

The more possibilities you encounter, the more likely your chances of finding your true passion. People are more than willing to give advice--and when you find it, it's important to take it.

"Whether you are Jack Welch or the Dalai Lama, it is dangerous not to do what you love,"  McLaughlin said, quoting from the book Built to Last. "If you don't have a level of passion that drives your thinking about what you're doing day in and day out, there will be others out there who are passionate who will overtake and outrun you. People who care will take the initiative away from those who are half-hearted. So loving what you do is a competitive imperative, not simply a nice thing to have." 

3. It's not about the money.

Doing what you love will make you feel fulfilled--and that's something that can't be reflected simply by a paycheck. 

Music is so important to society at large because it's a universal language. McLaughlin loves that it inspires common feelings and bridges gaps between cultures that spoken languages cannot. The fact that many religions use music to help express spirituality speaks volumes. Music creates ambience, livens up parties, fosters a romantic atmosphere. It's a simple pleasure that can inspire people and influence emotions. All it takes is your ears and some imagination. Our moods can change with the selection of the right track and a press of the play button. 

4. Have patience.

Everything won't come all at once--but as your career evolves, there are ways to weave in what you're passionate about. "I've always been really driven to succeed in my career so it was a no brainer to stir my love for music into it," McLaughlin says. "I've always tried to keep music in my working life, whether as a journalist or as a marketer." 

5. A job won't make your life great.

While having a job you love can make life infinitely better, only family and friends can make life great. And once you get a job you love, it takes strategic thinking and surrounding yourself with good people to keep it that way. 

While McLaughlin does what she loves, she admits it's complicated. "We're all multifaceted, multilayered people, and most of us don't love just one thing, so the idea that there is just one passion for your life, and when you know what it is, you'll be happy, is rarely true," she says.

For McLaughlin, her secret is that she concentrates on what's of the greatest importance to her. She surrounds herself with passionate people, and her rule is she never employs anyone who isn't passionate about the work they'd be doing, because passionate people stay on top of trends, keep morale  and motivation high, and take pride in the outcome of their work.

Motivated by my multiple passions, McLaughlin has a burning desire to see things through to the end. Driven, even in times when she's tired and frustrated, she believes you can find passion in most situations. Passion manifests itself in the enthusiasm she brings to the tasks at hand because she loves what she does. "I get into a flow where I'm energized, positive and aligned with the project," she says. 

Every day is a gift and we don't get to do it over again, so we should strive to do what we love, understanding where our natural talents and our passion collide.

[Image: Flickr user rachel_titiriga]

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Original Page: http://www.fastcompany.com/1790960/tips-to-do-what-you-love-and-love-what-you-do?partner=rss

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Six Links Worthy Of Your Attention #70

Is there one link, story, picture or thought that you saw online this week that you think somebody you know must see?

My friends: Alistair Croll (BitCurrent, Year One Labs, GigaOM, Human 2.0, the author of Complete Web Monitoring and Managing Bandwidth: Deploying QOS in Enterprise Networks), Hugh McGuire (The Book Oven, LibriVox, iambik, PressBooks, Media Hacks) and I decided that every week or so the three of us are going to share one link for one another (for a total of six links) that each individual feels the other person "must see".

Check out these six links that we're recommending to one another:

• How Geniuses Think - Psychology Today. "This piece struck two chords with me. As a kid, I loved the Paddington Bear story about a game show: The host asks Paddington, 'If you cut an 8-foot plank in half, and those pieces in half, and those pieces in half, how long would each piece be?' Paddington replies, '8 feet.' The announcer yells, 'wrong!' Paddington pauses, and then declares, 'But I cut mine lengthwise.' I've also long hated tailored Lego. Once, you made a roof from bricks; now, however, there's a brick-shaped piece. This robs a child of all the other things that a roof might be. Recent research shows that the ability to come up with many possible correct answers is a better indicator of genius than raw IQ: instead of telling my daughter, 'that's right!' I should spend more time saying, 'and what else could that be?'" (Alistair for Hugh).
• Steve Jobs and the Purpose of the Corporation - Harvard Business Review. "This HBR piece beautifully stitches together two of the month's most important news items -- the death of Steve Jobs and the Occupy Wall Street movement. Ben E. Heineman Jr. argues that the focus on short-term returns at the expense of all else is what got us into the wealth disparity we see today, and that Jobs' ability to ignore short-term gains in order to satisfy customers is far better for shareholders in the long term." (Alistair for Mitch).
• Here Are Four Charts That Explain What The Protesters Are Angry About... - Business Insider. "I've been puzzled by the negative media reaction to the Occupy Wall Street protests. No, not puzzled, or surprised, but maybe bemused. If you look at the last couple of years of financial turmoil, it's clear that something is very, very wrong, and that the problems either start on Wall Street and end in Washington or vice versa. We've done essentially nothing to fix the underlying issues - and yet on flies Wall Street and on flies Washington (and Brussels). Well, here are some charts that explain what people are so pissed off about, and illustrate the structural shifts in wealth allocation we've seen in the past decade, especially. And the question for all of us is: are we on course to maintain a healthy, wealthy and stable society?" (Hugh for Alistair).
• Organizing Mobile - A List Apart. "Awesome article about design for mobile." (Hugh for Mitch).
• The creative class is a lie - Salon. "Is it all a myth? Is it impossible that the Web is not reshaping both business and culture as we know it? Are we deceiving ourselves into thinking that we can be professionals, but instead of suits, ties and cubicles, we have jeans, iPads and square glasses? This article is a wee bit curmudgeonly, but it sure will get you thinking about whether the creative class will truly be the future of our economy (I hope so!) or if we're all destined for the homeless shelter (I hope not!)." Mitch for Alistair. 
• Stan Lee - The Elements of a Page Turner - YouTube. "Comic books are the best. Yes, I'm a comic book nerd. There, I said it. The hybrid of art and literature is what cinches it for me. Now, you could debate whether a comic book is literature or art, but I could argue the same about that which you call art and literature. Stan Lee is considered one of the Godfathers of the comic book world. He is the former chairman and president of Marvel Comics and co-creator of superheroes like Spider-Man, the Hulk, the X-Men, the Fantastic Four, Iron Man and Thor. It's not a bad resume. The truth is that comics are nothing without a great story that can capture the imagination of a hyper-active, puberty pumping teen. What does it take to make a page-turner for that type of attention deficit individual? Here, the master explains it in a beautiful and simple way. I wish more marketing and advertising professionals would create brand narratives with this kind of simplicity, care and structure." (Mitch for Hugh).

Now it's your turn: in the comment section below pick one thing that you saw this week that inspired you and share it.

Tags: a list apart alistair croll ben e heineman jr bitcurrent business insider comic books complete web monitoring fantastic four gigaom harvard business review hbr hugh mcguire hulk human 20 iambik iron man lego librivox link link exchange linkbait managing bandwidth marvel comics media hacks occupy wall street paddington bear pressbooks psychology today salon spiderman stan lee steve jobs story the book over the creative class thor x men year one labs youtube

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Original Page: http://feedproxy.google.com/~r/TwistImage/~3/YaAbICrZRmo/

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Mind mappers and visual thinkers you should follow on Google+

Since its launch in early summer, Google+ has grown tremendously. During its first three months of operation, it now has over 40 million members. I've recognized it as a powerful platform for finding and sharing ideas, in a more extended form than Twitter allows. Here are some key mind mapping experts and visual thinkers you ought to be following on Google+:

Mind mapping

Philipe Boukobza

Adam Sicinski

Steve Rothwell

Toni Krasnic

Visual thinking

Dave Gray

David Armano

Dean Meyers

Mike Rohde

Austin Kleon

These lists would be longer, but I decided to be fairly strict in my criteria for including people – they must be active on Google+ – at least one post per month for the last several months. If a person created a Google+ profile but hasn't been back since July to update it, I didn't include them in the list. That means I left off some fairly well-known people in both areas. Many of them set up profiles, but haven't been back to share anything in a long time. You can almost hear crickets chirping when you visit these pages. It pains me to leave some good friends off of this list, but there's really nothing to see there. That's too bad…

Yes, Google+ is yet another social networking site – in which you must invest time and effort in coming up with new things to post there. But Google has said that anything you post to Google+ is getting index in the search giant's database, which should mean better search rankings overall. If your company has a website (don't we all today?), then it's important that you get decent rankings on Google – and participation in Google+ can help.

Google+ uses and advantages

Focused communication with circles: One of the biggest pluses for Google+ (no pun intended) is that you can create "circles" – groups of people – based upon how you interact with them. For example, I have separate circles for these topics:

• Mind mapping
• Visual thinking
• Design thinkers
• Innovation
• Creativity
• Thought leaders
• Photographers
• Milwaukee folks

For each post I add to Google+, I can choose precisely who should see it. This platform is a very focused way in which to communicate targeted information to people for whom it's most relevant.

An excellent publishing platform: Google+ is also an excellent place to write about and share your ideas. Several well-known technologists, such as Robert Scoble have moved away from using their blogs as their primary publishing platforms to composing posts and publishing them directly on Google+. So if you don't have a blog, and don't want to deal with the complications of one, this businesslike social network may be just what you're looking for.

Designed with visual thinkers and photographers in mind: For mind mappers and visual thinkers, Google+ is a wonderful canvas. Google's engineers made sure that it has become an attractive platform for sharing photos, and has even integrated it with its online photo gallery, Picasa. As a result, it has attracted hundreds of exceptionally talented photographers. We work in a visual medium, too. Google+ is a great place to share your mind maps.

The best way to have conversations with like-minded people: It's also an excellent place to ask questions, to create an extended dialogue that hangs together, much like a discussion forum thread but with much better presentation. In contrast, carrying on conversations in Twitter is very hard, because it's hard to see the flow of conversation and you're limited to communicating in chunks of less than 140 characters at a time. In addition, Google+ offers video chats called "hangouts" that anyone can start at any time. This could potentially be a powerful way to collaborate with small groups of people, or to "meet" regularly to share ideas and get your questions answered.

Two shortcomings of Google+

All is not entirely rosy in the world of Google+, however. First, not enough people in the worlds of mind mapping and visual thinking are represented here. Some have just stayed away, convinced that their needs are already being met by other social networks, such as Twitter, Linkedin and Facebook. Or they just don't have the time to think about Google+, which represents a new set of tools to learn.

Still others have established an outpost here, but then have abandoned it, leaving a half-filled out profile and no recent posts. Again, lack of time may figure into this situation. It's like looking at a sparsely-populated Twitter page that doesn't even have a profile picture, or a Linkedin profile with only a few things filled out. It just doesn't look right, and it reflects badly on the person who created it.

A worthwhile investment

I've been on Google+ since it was still undergoing beta testing. While I understand people's time limitations, I think there's a lot of potential here. You have a rich publishing platform here, which will soon be joined to Google's extensive stable of online tools and services. I think that's going to be a powerful combination. Also, Google says it will soon open up the service for companies to create pages within Google+, which should significantly broaden its appeal to business people.

After months of investigation and use, I have concluded that Google+ is a worthwhile use of my time. It enables me to have conversations and engage with people very easily. Its well-designed interface makes it easy to use. And, perhaps most importantly to me, it's a great place to come in contact with some very ideas, and the fascinating people behind them.

How to get started with Google+

If you have an account with Google for any of their services – including Picasa, Google Docs, Google Reader or Adwords, you already have what it takes to get started with Google+. All you need to do is fill out your profile and start finding people to circle. You have a starter list of people above. And of course, you can follow me by clicking here.

If you need help getting started with Google+, here is an excellent tutorial from ReadWriteWeb.com.

I look forward to seeing you become active and engaged on this powerful new social platform. If enough of us congregate and network with each other on Google+, it could become a very powerful place to hang out. Why not give it a try today?

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Original Page: http://mindmappingsoftwareblog.com/mind-mappers-and-visual-thinkers-on-google-plus/

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Tutti i ricordi dei fan di Steve Jobs in una pagina del sito Apple

Dopo aver messo a disposizione degli utenti di tutto il mondo una mail a cui indirizzare ricordi, pensieri e condoglianze per la scomparsa di Steve Jobs, Apple ha aggiornato oggi la pagina web dedicata al suo ex-CEO, raccogliendo in continuo aggiornamento i messaggi ricevuti dai fan di tutto il mondo. Vi ricordiamo che la mail per poter scrivere un ricordo è rememberingsteve@apple.com. Per poter leggere tutti i messaggi che sono stati scritti in memoria di Steve, potete accedere da QUESTO LINK.

 

 

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Original Page: http://www.ipadforumitalia.com/news/tutti-i-ricordi-dei-fan-di-steve-jobs-in-una-pagina-del-sito-apple.html

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SEO Under Attack – The Google Analytics Keyword Data Apocalypse

Google announced today they're going to take a step toward user privacy by hiding keywords used by searchers signed into their Google accounts.  We'll leave the discussion regarding their real reason for doing so for another day or someone else to blog about. Me, I'm going to talk about what I think this means for the industry and why I think so many people that are freaking out over this change are missing the bigger opportunity here.

Okay so – people are crying foul on this change to Google Analytics.  They're saying they need keyword data in GA, because they tie those keywords to conversions – the more conversions that come from a specific keyword, the more important that phrase is.

If that keyword is getting conversions, but it's ranked on the 2nd page of Google, the thinking is – hey – do more SEO for this phrase, get it higher in the SERP, and in turn, naturally, we should see exponential increase in conversions.

That may or may not be true.

First of all, on any given day, there could be a thousand reasons someone comes to your site after seeing a specific result in the SERPs.  Maybe that specific phrase is the golden egg, and maybe it's not.  Maybe it only appears to be. Maybe there's a better phrase you aren't even considering, that could get even better results.  Maybe there isn't.  It's a real possibility though, and you may not even be aware that it is due to being fixated on what's there in front of you.

And Google isn't eliminating ALL keyword data.  Only a sub-set.  Okay – so if you have a particular site where you know for a fact that the majority of visits come from people signed in to Google, maybe in that particular scenario, you may truly be negatively impacted even from the loss of ability to look at general keyword trends.  But how many of you know that's your particular situation?

The Bigger Problem In Our Industry

What I have found over the years I've performed audits on sites that others have implemented SEO for is that every single site, without exception, has had massive or at the very least, significant problems in its SEO, regardless of keyword choices, that shows me, over and over again, that most in our industry get hung up on granular issues and miss the bigger opportunities.

If a site has one or more critical big-picture SEO issues, all the granular analysis in the world is nothing more than a distraction to me.

SO what if I can move the conversion needle 5%, 15% or even 20% over time, if in reality, when proper forensic SEO is performed and the resulting changes cause a site to see 20%, 40% or even 60% increases in that same timeframe?

That's the issue to me, in a nutshell.  If a site has structural flaws, and if you fix those structural flaws, not only will you automatically get higher rankings for whatever phrases you optimize for, you'll get higher conversions.  You'll get an exponential growth in the long tail without having to focus on the long tail.  You'll get more visits and more conversions from other non-Google sources as well.

And honestly, either I can analyze keyword relevance without seeing it in GA, and tying it to specific conversions, or I can't. If I can't then maybe its' because I'm not looking at other ways to get that data.

No, to me, once again, this latest apocalyptic cry is no different than any other previous panic attack due to people being hung up on shiny objects, magic bullets, and myopic SEO.  As painful as it may be to hear me say it, my best recommendation is to pause and consider whether you've been missing more important issues in your work than you realized.  And because most site owners don't have an unlimited budget, it's just my opinion (controversial as it may be), that people in this industry need to wake up and recognize that if they truly want to maximize their client's or employers SEO money, they need to stop and learn that they have bigger fish to fry that they weren't even aware of.

Follow SEJ on Twitter @sejournal

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Original Page: http://www.searchenginejournal.com/?p=35090

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The Bad Boys of Motion Design

There's something infinitely beautiful about graphics in motion. The poetry of the movement infuses static visuals with new life that reflects the culture we live in. Below is a sampling of the best out there in contemporary motion graphics and the visual themes they share.

Theme: 1960s Nostalgia

Echoing a time when Saul Bass was the master of his medium, the 1960s inspired opening credits for Mad Men, bringing classic motion design into contemporary perspective.  Creative Directors Steve Fuller and Mark Gardner talk about the process for creating this instant classic.

This piece from Kyle Cooper' iconic studio, Imaginary Forces, became legendary after creating the title sequence for the movie Se7en which raised the bar for contemporary title design.

Influenced in great part by his teacher and mentor Paul Rand, Cooper's title sequences continue to inspire wild praise from artist and audiences alike. Rand's logos for IBM and ABC are legendary and it was he who said "…a work of art is realized when form and content are indistinguishable". Amen.

Theme: Amorphous Liquid

Liquid seems to be a favorite theme of motion designers in recent days, echoing the trend in photography toward the capture of liquid forms, as with water droplet photography.

This piece from Psyop created for Fage Yogurt is a perfect example of this trend and the interplay of art, poetry and brand. The folks at Psyop have the rare ability to play at the intersection of art and commerce, creating commercial work with the nuance and fluidity of painting.  Their work transcends the limitations of the tool and pushes the industry to new horizon.

Theme:  Illustration and Street Art

Illustration in motion is nothing new, but with an increasing trend toward natural themes and the continued evolution of the medium, there is a push to include the flaws that evidence the artist's hand in the forms generated by animators and 3D artists alike.

In this vain, Umeric's work is highly illustrative and imaginative. If street art could jump off the walls and bounce around, this is what it would look like. 

Theme: Natural Forms and Alien Organisms

There is something inherently beautiful in natural forms.  Think of the nautilus or ivy.  So, it's no surprise that designers draw from these forms to alien proportions in motion design, especially as algorithmic animation techniques continue to allow artists to quickly render organic randomness in animated forms.   The flora and fauna of Avatar's Pandora may have magnified this trend and while her sanity may be questioned, even Bjork leveraged the beauty of hair in past and recent work. Similarly, technology and nature merge in the work of Ayhan Cebe and others in these examples of visual yum yum inspired by nature. 

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Original Page: http://feeds.frogdesign.com/~r/frog-design-mind/~3/C7pJMwBUHTc/the-bad-boys-of-motion-design.html

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What It Takes To Get A Job At Google

Dying to work at Google? So, apparently, is everyone else in the world--which is why South African job-search firm JobVine put together this handy infographic on what to expect if you're one of the million people who apply to the search giant each year.

Read on to discover the (daunting) statistics about your competition, the (enticing) details about your potential salary, and to get a jump on the (mind-bending) sample interview questions. Click here to see a larger version. 

Infographic by JobVine Job Search

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Original Page: http://www.fastcompany.com/1788419/what-it-takes-to-get-a-job-at-google?partner=rss

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Having Fun With Your Personal Brand

You recognize the importance of building a strong personal brand, otherwise you wouldn't be reading this blog entry. But have you found a way to make personal branding fun? Quite frankly, branding is much less effective when you view it as an inflexible job, something that you have to do on a regular basis. Your audience will identify branding that feels forced and artificial, and are going to be more attracted to a brand that appears genuine, vibrant, and fun. So how can you make your personal branding fun?

1) Make sure that your brand represents your personality and your interests.  If you asked your friends to describe you, how would they do it? Would they note your intensity, your sense of humor, your attention to detail? Whatever the case may be, make sure that your brand reflects who you are. That way, whether it is on Twitter or in face-to-face conversation, you can be yourself without contradicting your brand.  

2) Share your hobbies.  Are you a big sports fan? (If you follow me on Twitter, you know that I am a Florida Gator fan!) Are you into coin collecting? Poker? Whatever they may be, make your hobbies part of your brand--because talking about your hobbies is something that you won't have to force yourself to do!  

3) Keep your audience up to date on your latest adventures, whether business or personal.  I enjoy sharing pictures of my family via social media.  I often mention when I'm out eating at a certain restaurant, or if I'm on my way to a sports event. (Don't take it too far, though--don't be the guy who posts pictures of his lunch five times each week!) I also keep my audience up to date on my latest speaking events, and other business projects. It's fun for me because I enjoy what I do, and therefore I enjoy talking about it. Keep your audience up to date--let them know what you are up to. It's a great way to build relationships with your audience, and it's a fun way to use new technology such as Facebook and Twitter!

If branding is a chore, you probably aren't going to be very effective. Find ways to make it fun. Not only will you spend more time at it, but your audience will be more attracted to the brand you create.  

JW Dicks (@jwdicks) & Nick Nanton (@nicknanton) are best-selling authors who consult for small- and medium-sized businesses on how to build their business through Personality Driven Marketing, Personal Brand Positioning, Guaranteed Media, and Mining Hidden Business Assets. They offer free articles, white papers, and case studies at their website. Jack and Nick have been featured in The New York Times

[Image: Flickr user gaganmoorthy]

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Original Page: http://www.fastcompany.com/1787569/have-fun-with-your-personal-brand?partner=rss

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Mobile SEO is a Myth

I hate the term "Mobile SEO." What exactly is it? Besides being a buzzword thrown around at every conference, seminar, and new business pitch it's a topic that nobody seems able to accurately explain. Google it; the results are all over the place. In a perfect world, there would be no need for mobile SEO at all.

It's an emerging topic that, thanks to smart phones, is dying off quicker than it emerges.

Like most buzz words though, I don't think the concept of mobile SEO is going to go away anytime soon.

So if we're stuck with it, we might as well attempt to do it right – by not really doing anything mobile specific at all.

For starters, we need to stop confusing the terms mobile and local. While related, they are very different things – especially when it comes to SEO. It is true that local search is mostly done on mobile phones, but it does not mean mobile and local SEO are the same thing. They are not and that is where the industry confusion comes in.

When people say mobile SEO they usually mean local SEO. Sometimes they actually mean search results on a mobile phone. Most of the time though, they have no idea what they mean and are simply trying to shift their paradigm and leverage as many buzzwords as they can to help synergize their sales pitch. (see how successful that is?)

So let's clarify:

Mobile Search refers to search done on a mobile device. That's it.

Local Search deals with results specific to a location. This usually also includes place pages, maps, and other things that help augment local search.

Part of what helps sustain the mobile search myth is this whole multi-screen concept that is somehow gaining popularity. If you look hard enough you'll find studies that show mobile phone users use their devices differently than tablet users who use their devices differently than ordinary computer users. I'm recalling a presentation I once sat through where somebody in a cheap suit defined 1st screen, 2nd screen, 3rd screen, 4th screen, and 5th screen and how we should have a strategy for all of them. That type of thinking achieves billable hours but not results.

The whole "multiple screens need multiple sites" theory just doesn't make sense. We have never designed separate TV commercials for 13″ CRT screens and 70″ plasmas – even though people watching them are usually in very different places/situations. When it comes to viewing a website, my 10″ tablet isn't much different than my 13″ laptop. Sure it does not support flash, but that is not a reason to design a different site – it is just a reason to learn HTML5.

Mobile screens are nothing more than smaller computer screens. There are some minor differences now, but look at how fast phones are evolving; within a year or so there won't be any difference at all. With browsers (like IE6) there came a time when we collectively decided to stop supporting old technology. That time for mobile sites is now. In the 90's we designed websites for various resolutions. Today we use fluid layouts. It is time we apply the same approach to mobile.

The best Mobile SEO strategy is to not have a mobile SEO strategy.

Apple does not have a mobile strategy and they practically invented the modern mobile device. Apple.com is a great example of how to handle mobile site design. Apple shows the exact same site to mobile and "wired" visitors. It is even on the same URL. Sure, there's probably a different style sheet involved, but that's it. The experience is the SAME.

Even better, since it is the exact same URL they only have one site to optimize. All of the SEO work they have done to their wired site also applies to their mobile site – because they're the same thing! They do not need a mobile search strategy because they do not technically have a mobile site.

It is not just Apple either. Google does the same thing, only the little promos below the search box change.

This is a best case scenario though, and various technical decisions made in the past might not make it applicable to everybody.

If you really MUST have a different site, use device detection and canonical tags.

Creating a separate site can open you up to all kinds of SEO problems. Having two different domains with similar content is something most SEOs strive to avoid. The last thing you want to do is create a mobile version of a site that competes with your existing site in search. Luckily, there are several ways to avoid this.

If you can't go with using the same domain then the next best choice is m.yourdomain.com It does not really provide any SEO benefit, but "m" has sort of become the industry standard. In a best case scenario you would be able to keep all of the URLs exactly the same except for the "m." subdomain. That way, at least it will keep things simple for users.

Remember when I said the best mobile strategy is no mobile strategy? The trick is to leverage device detection and canonicals so that your "wired" site is always shown in search results regardless of what device the searcher uses. As John Mu from Google describes the best thing to do is to slap a canonical tag on that mobile site and point it back to your wired site.

Using this strategy, search engines will always show the wired version of the site in results, but users will be taken to the proper "canonical version" that best fits their device. It is also a good idea to include a link to the full version just in case.

If you truly want a different experience, build an app.

I can hear your argument now: "a mobile device is a different experience. It has got a touch screen!" So what? We are talking about a web browser here. Touch screen, trackpad, mouse, joystick – they are all just methods of pointing and clicking. My art director on the 2nd floor uses a pad and stylus and he has not once asked for his own version of a website. If you really want to use the device's capabilities you don't need a mobile website – you need an app.

If you want something that is really native to a device, an app is definitely the way to go. Apps can access multi-touch features, rich media, in app purchases, gps, camera, and other aspects to provide a truly unique experience that a website cannot. But don't just stop there. Use that same device detection to show an interstitial on your mobile site advertising the app. How is that for leveraging pre-existing SEO? Let your site's pre-established authority work for your mobile version and help you sell apps!

TL;DR

• The best mobile strategy is to create a site that works on all devices.
• Otherwise use m.yourdomain.com, device detection to redirect (both ways) and canonical tags.
• Always provide a link for me to switch to the full version.
• If you want a true "device experience" then create an app.
• Stop saying "mobile SEO" when you mean "Local SEO"

By day Ryan Jones works at Team Detroit doing SEO for Ford. By night he's either playing hockey or attempting to take over the world – which he would have already succeeded in doing had it not been for those meddling kids and their dog. Follow Ryan on Twitter at: @RyanJones or visit his personal website: www.RyanMJones.com

Follow SEJ on Twitter @sejournal

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Original Page: http://www.searchenginejournal.com/?p=35012

Inviato da iPad

Facebook, Aziende e Utenti: ricerca Cuoa

Tutti a creare fan page, tutti a fare engagment, tutti a dire "ci sono anch'io"… Bene. Ma se non hai ancora capito cara azienda cosa ti serve realmente faccialibro, puoi seguire i suggerimenti della recente ricerca CUOA su Facebook e Aziende:

Perchè, cara azienda, un utente diventa tuo fan? 

1. 72% per hobby e interesse
2. 56% essere informati sulle novità dell'azienda
3. 48% interesse professionale
4. 31% senso di appartenenza
5. 22% offerte speciali
6. 16% poter interagire con l'azienda
7. 7% cercar lavoro

La ricerca dice altre cose molto interessanti profonde o poco note, come che agli utenti piace interagire con i like, che si collegano tutti i giorni, e addirittura consiglia di non avere troppi amici per poterli gestire (!). Tutta roba strategica e molto dettagliata, come quando ci viene detto che un 23% di motivazione ad iscriversi a facebook è rimanere informato su iniziative/aziende/personaggi/enti. Come se un'iniziativa o un personaggio fossero la stessa cosa. Come se dialogare con Vasco Rossi fosse la stessa cosa nel sapere quando ci sarà la sagra del mio paese.

Land of confusion…

Ma a fronte di questi e altri dati, cara azienda, noti qualcosa di interessante per te? Chi ha realizzato la ricerca CUOA te lo suggerisce:

Quindi, con la dovuta attenzione e cura dell'utente, le pagine aziendali in Facebook diventano un potente ed efficace strumento a disposizione di aziende, ma anche enti, istituzioni etc…

L'aspetto cruciale è rappresentato da una corretta comunicazione, che coinvolga l'utente/fan, che gli riconosca l'importanza di aver associato il proprio nome a quello della pagina, che gli riconosca correttamente ruolo e intelligenza, per cui non gli vanno indirizzati messaggi troppo o esclusivamente commerciali, e che merita invece un dialogo trasparente e diretto.

Ma dai, e io che credevo che l'utente fosse un celebroleso idiota da bombardare con spot per fare cassa. Che rottura sto Facebook, meglio allora che torni fuori dai social media dove i miei utenti sono degli idioti da trattare come  delle macchine da soldi da spennare?

La ricerca, in coerenza con il suo procedere, non dice alcune cosette importanti quali:

• l'affollamento di like fanpage e l'aumentare di amici intasa la bacheca e la casella email in modo proporzionale all'aumento degli stessi (il che significa: più uso facebook meno seguo le fanpage e i loro contenuti perchè tendono a sovraccaricarmi di informazioni)
• 6 cose su 7 espresse nel cosa vuole l'utente dalla fan page le si ottengono con performance di granlunga (ma proprio di grandgrangranlunga) migliori con strumenti dedicati quali newsletter/rss/blog
• gli utenti fan non sono CRMcizzati e per tale ragione l'azienda non li controlla (regalandoli di fatto a facebook senza motivo plausibile)
• ogni utente è un bene prezioso (dove l'ho gia sentito?:)

Se si fosse analizzato il tasso di informazioni seguite dagli utenti Facebook col passare del tempo in relazione ad un certo numero di aziende seguite, i bravi ricercatori avrebbero scoperto una cosa incredibile: che la fanpage di CUOA non viene seguita se non da una minoranza dei suoi fan con un tasso di interesse a decrescere non tanto perchè non dice cosa utili, ma perchè l'affollamento informativo crea selezione e oscuramento delle notizie meno interessanti (per la massa), che sono quelle che generano meno commenti, like, viral, adatti molto meglio per il colloquio sociale tra le persone su temi più attuali e di vita quotidiana (tra cui e soprattutto le cazzate)…

CONCLUSIONI

Se non "controllo" gli utenti, come faccio a comunicare loro con efficacia senza rompergli le scatole e trattandoli tutti allo stesso modo senza poterne monitorare il comportamento e le reazioni? La ricerca naturalmente non lo dice (e come potrebbe) andando in contrasto pesante con le sue stesse conclusioni quando parla di efficacia comunicativa ("Facebook potente ed efficacie strumento a disposizione delle aziende") dimostrando ancora una volta che chi parla di Social Network poco ne sa della pratica reale e delle best pratiche di comunicazione azienda/utente, mostrando un amore ceco per quello che ha davanti (Facebook in questo caso) ma non per l'intero contesto comunicativo efficacie e multicanale.

Tutti concetti, i commenti tra le righe della ricerca, che portan molte (correggo: quelle quattro che investono sull'online)  aziende a gettare soldi dalla finestra per essersi affidata agli specialisti degli strumenti di comunicazione, e non agli specialisti della comunicazione (online) da cui i primi dovrebbero dipendere.

Se c'è una cosa una che facebook serve principalmente alle aziende è poter permettere ai propri utenti di comunicare in modo immediato e virale con la stessa. Non tanto e solo per ascoltarli, come la conclusione della ricerca dice, ma per "poterli fare esprimere". L'ascolto è fondamentale tanto quando lo stimolo alla conversazione, e l'ascolto non è facebook-dipendente  se limitato a sè stesso. E soprattutto non è necessario per tutti i tipi di aziende. E soprattutto non va realizzato nello stesso modo.

E visto che Facebook ha delle regole che limitano il modo di comunicare e di soddisfare le esigenze informative degli utenti, allora, perchè concentrare la "potenza della comunicazione" nel limitato modo di fare sito web di facebook con la sua fanpage e non a casa mia dove posso realizzare un contesto comunicativo integrato ai social ma più gestito , controllato, efficacie, utile, rispettoso, fruttifero, pluridirezionale, contestualizzato, diversificato e ben fatto?

E perchè non permettere a ognuno di potersi relazionare con l'azienda come preferisce utilizzando e limitando eventualmente  Facebook ad "instradatore" di tale opportunità che si può concretizzare altrove (appunto: nel sito del cliente,  in un forum, con la newsletter, con twitter, etc…).

L'esempio citato da CUOA di Barilla va (quasi) nella giusta direzione: esiste la multicanalità (esempio giusto, conclusioni un pò meno).

La disamina è terribile lo so. La ricerca contiene anche tante altre informazioni, alcune utili. Ma è il modo di gestire tali dati inserendo contenuti critici parziali e disamine limitate e decontestualizzate che proprio non mi va non mi va non mi va. In ogni caso, un plauso a Lorenzo Amadei e Claudia Zarabara (realizzatori della ricerca) per l'amore che dimostrano per la materia.

Condividi:

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Original Page: http://www.searchadvertising.it/marketingblog/?p=1285

Inviato da iPad

5 Tools for Creating Awesome SEO Reports

Do you spend hours hacking around Microsoft Excel every month to create a compelling SEO report for your clients, knowing that they are probably not going to get read or even opened?
In my post below I have provided five tools that can help improve your SEO reports, taking them from being the standard Excel spreadsheet to a report that can be given to anybody at any level within your client's organisation.

ShufflePoint

Price: Offers three different pricing plans – 30 day trial available.

Shufflepoint is a web-based application that integrates directly into Google Analytics to provide reports straight into Microsoft Powerpoint, Excel or bespoke gadgets.

Since using Shufflepoint to create SEO reports, things have become so much simpler. By connecting directly to Google Analytics I am able to create reports based on the templates supplied by Shufflepoint, or I can create customised templates with the support of their technical team.

Using the drag and drop query tool I can quickly import all the relevant data from Google Analytics directly to either Powerpoint or Excel in a visually pleasing format. Once the data has been imported I work through the document adding commentary to each slide to provide the user with some text analysis alongside the graphical representation.

Although Shufflepoint's main feature is to integrate into Google Analytics, they are continuously growing, by supporting other data driven-platforms including:

• Google AdWords
• ZoomRank
• KeywordEnvy
• Constant Contact

Another cool thing when using Shufflepoint is the auto refresh and delivery function that is installed with the application. Most of the reports generated have the same top level metrics, and this means that each month I am copying and pasting the same charts and graphs. With the auto refresh and delivery feature the reports are automatically updated, leaving me only having to analyse the data downloaded and write detailed commentary to accompany the graphs created.

Creating SEO reports previously took a lot of time, but since I have been using Shufflepoint my reporting time has been reduced, allowing us to concentrate more on the actual work.

Analytics Canvas

Price: Starts at $49 a month + free trial

Analytics Canvas allows you to bring multiple Google Analytics accounts, profiles and campaigns together all under one dashboard.
One of the most frustrating things I find when generating reports for large clients is the tooing and froing from analytics accounts and profiles. Large websites tend to have multiple analytics accounts for different areas of their website but want reporting based on the entire website.

Analytics Canvas allows us to import Google Analytics data in from multiple accounts to a single dashboard to analyse a combined data set, as well as individual profiles. By using the Analytics Canvas data blocks to combine, filter and drill down into the data gathered, you are able to carry out a more thorough analysis.

Once you have created multiple dashboards and utilised the data blocks to their full potential you can export all the data to Excel to create visual representations of the data in the way of graphs and charts.

I have used Analytics Canvas for generating large data sets to analyse and find trends across multiple websites that you might not otherwise be able to see. Using the full power of Analytics Canvas has allowed me to find and provide information to clients that might not necessarily have been identified previously.
The reports generated have saved a large amount of time, but most of all have allowed us to improve our reporting to our clients.

Workbooks CRM

Price: Free

Workbooks is a web-based CRM system which, as well as its obvious customer management uses, has some great SEO and PPC applications.

Traditional reporting tools can only show you a limited part of the buying cycle; you get as far as clicks or conversions (whatever they may be) but no further, and for a lot of sites this won't show the whole picture. For example, if the aim of your site is to generate leads through an online form you may track conversions as someone filling in a form. While this is useful, it doesn't take into account the quality of the lead generated. It may be that what you thought was the best keyword to focus on (because it generates the most leads), is actually the worst, as none of the conversions are of good enough quality. Unconverted leads won't generate any ROI.
This is the gap that Workbooks fills in your reporting. Using cookies, Workbooks is able to track from first touch all the way through to conversion from the site, and then on to completion of the buying cycle. With all this information you are then able to produce incredibly insightful reports and calculate ROI down to keyword level, allowing better analysis of SEO and PPC campaign effectiveness and improved efficiency in the allocation of budgets. Reporting on ROI will also give the best justification of tactics and really prove your worth.

Use APIs

Price: API Dependent

Most analytics applications or reporting software will provide a free API for you (or your developer) to use. These APIs allow the developer to extract and manipulate information from a specific application or software to use as they require, providing they are within the licensing terms.

APIs become considerably more powerful when they are used alongside each other to create large data sets. Consider the information that you could get if you combined Google Analytics, Google Adwords, Raven and the MajesticSEO APIs together. Gathering information from these different areas could provide you with some very interesting data to analyse and make decisions.

The biggest advantage of using APIs for applications such as Google Analytics is that it helps you to create in-house tools or applications to extract data that you generate on a regular basis quickly and efficiently. Whether you want to upload that information to an internal network or directly into a document for further manipulation, all depends on the skill level of the developer.
Putting time and effort into learning how APIs work and how to get the most out of the web will help you create some great tools and find some interesting data.

For our clients, we currently use APIs to help us generate SEO reports that are time consuming. Using APIs alongside other 3rd party tools helps provide a more informed and actionable report.

Linkdex

Price: $49

Linkdex is an SEO tool predominately used for link building, although there are other aspects to the software including keyword ranking, task management and auditing.

The biggest asset that Linkdex possess is in its link building and prospecting suite, with some very impressive tools. What makes this tool different to all the rest on the market is that it uses the MajesticSEO index and adds an extra filter on it to remove any links deemed not to be influential. Other features, such as checking to see if the link still exists on a regular basis and showing a timeline of links that are built over a period of time, also stand out.

When creating SEO reports, I believe that incorporating link building progress is a must have and using the graphs and charts provided by Linkdex does exactly that.

Using the timeline chart you can see the progress of the link building campaign by seeing how many links had been created at the start of the program and how many have been built at present. This report will show the client a clear indication of how many influential links have been built to their website. Another good report to show is the site type reports, which splits all your links by the type of platform that they are built on. If you use this report and compare your site to your nearest competitor you can see where you might need to improve by identifying areas that they are stronger in.

Using Linkdex's link building reports to add to your SEO report will provide a more thorough link building analysis to your client. Since link building is a very important part of SEO, it is imperative that some kind of analysis is included, and if they aren't already then you should definitely do so moving forward.

Daniel is an Oxford based SEO Consultant currently working for SEOptimise. He is an experienced search marketer currently working as SEO lead on a number of high profile clients. Away from SEOptimise Daniel has started a networking group in Oxford for digital professionals called OxonDigital. Twitter – @danielbianchini

Follow SEJ on Twitter @sejournal

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Original Page: http://www.searchenginejournal.com/?p=35033

Inviato da iPad

The Value of Storytelling: Adding Meaning

When presenting, we' try to convey meaning to our audience. The content we're delivering means something to us, and we hope it will mean something to our audience. But it's up to you, the presenter, to unearth that meaning and connection. Simply delivering facts, figures, statistics, and testimonials aren't enough. Without a story, your content—whether you're pitching your startup idea to investors, trying to sell a service to a business owner, or hoping to motivate potential donors to support your charity—will be meaningless. Sure, a flashy demo or impressive numbers might pique their interest, but what's going to form a long-lasting memory in their minds? What move not only their minds, but also their hearts? A recent trip got me thinking about the value of a story.

This Labor Day weekend my wife and I decided to take the 76-minute train ride into New York City and be "tourists" for a day. Sure, I've been there countless times in the nearly 10 years since I permanently moved to Connecticut, but there were a few things that are still fun to do, even if they're the cliche tourist spots. Not to mention, these were new memories I could form with my wife.

Our last tourist stop was at Ground Zero. Since 2001, I had only been to Ground Zero once, and that was only passing through it on the PATH train from New Jersey. At that time it was still just a hole, with no clear direction. However it's a much different scene now. Beautiful buildings pierce the New York skyline. The Freedom Tower is already the tallest building in NYC, and it's not even completed yet. The image above was taken of the Freedom Tower in front of the World Financial Center.

The front of Ten House - Taken by me

Our final stop before catching the subway back to Grand Central was at the FDYN Ladder and Engine 10 house, known as "Ten House." Sitting on the corner of Liberty Street, just steps away from the original World Trade Center north and south towers, no fire company was closer. After the towers fell, the house was unusable until 2003. A number of tourists stood outside the building, many looking at the FDNY Memorial Wall Sculpture. Two firefighters from the company stood at the doorway in the rear of the building. It was reassuring to see them smile as they spoke with a tourist who seemed to have little understanding of what took place on the ground he stood.

As my wife browsed the WTC Memorial Store, now directly next door to the Ten House, I took a seat on the curb and looked at the site. It is still eerie to look and see acres of emptiness in a city where the buildings seem to be build on top of one another. However, at one point I stopped looking at Ground Zero and simply stared at the street…at the curb itself…at the businesses that called Liberty Street their home. Essex World Cafe, which was turned into a medical center on September 11th, serves blue collar workers in hard hats everyday, when it once served white collar professionals in suits. Next to it is O'Hara's Pub, which closed for 8 months after the attack but helped bring the neighborhood back together.

I couldn't really come to terms with the place I was sitting. I knew that the pavement I was looking at was more than just pavement. The very spot I was sitting saw horror and destruction that I'll never comprehend. If I took a picture of that pavement, you wouldn't think anything of it. It would just be pavement to you, unless it could tell you its stories. Its stories are what gives it meaning. Its the stories that made the very curb I was sitting on hallowed ground – so much as though I didn't feel worth to even sit on it.

Stories reshape information into meaning. A story turns that curb into more than just a curb. The Freedom Tower is more than just another skyscraper – it's our rebirth as a nation and our resiliency as a people. Your company, your product, your charity, your idea is more than just the balance sheet or the price. Its the stories that add the true meaning. The stories are what resonate in our hearts forever. I'm not sure I'll ever forget that moment, sitting on that curb, and it's all because of the story.

When crafting your presentation, find those stories that will infuse meaning into your message. How were you inspired? How has your product changed people's lives? How has it changed your life? What challenges have you faced and overcome? How have you failed? What are the true stories behind your message?

I'll cover more about infusing meaning into your presentations through storytelling at the Presentation Summit (Austin, 9/20/11). Hope you will join me!

Lastly, I have to apologize. I've neglected this blog for nearly a month. As responsibilities in my life change, I'll be blogging less often than twice weekly like I have previously. It will be something more to the effect of one per week from here on out. But it's a good thing. I've been spending less time on writing here because I've had an increase in clients and speaking engagements, which require a lot of my focus. I'm sorry.

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Original Page: http://www.presentationadvisors.com/?p=1523

Inviato da iPad

Steve Jobs Day: This Video Will Make You Cry

California Gov. Jerry Brown officially declared Sunday (10/16/2011) Steve Jobs Day in California, and Apple is holding an invitation-only memorial event for Steve Jobs at Stanford University. To commemorate Steve Jobs Day, I found a video I think he would have liked.

Of the dozens of memorial videos that honor Jobs, I thought this one was the most appropriate for the occasion, created by a musician who calls himself AzR. Here's how he describes the production of this profoundly moving work of art:

"I made this song using only sounds from Apple products and Steve's 2005 Stanford commencement speech. Every instrument, including drums, has been sampled from a Mac product, tuned by ear, and replayed in the context of the song."

If you take away nothing else from this day, just remember what I think is the most important quote ever said by Steve Jobs: "Your time is limited, so don't waste it living someone else's life."

Here's Steve Jobs delivering his memorable Stanford Commencement Speech in 2005:

Steve Jobs demos Apple Macintosh, 1984

Steve Jobs introduces the Macintosh to the world. Computing would never be the same.

Click here to view this gallery.

More About: apple, Steve Jobs Day, Video

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Original Page: http://feeds.mashable.com/~r/mashable/mobile/~3/D3FC3yYOO3I/

Inviato da iPad

Aziende: 5 regole per avere successo sui social

http://italianvalley.wired.it/news/2011/10/14/blogmeter-regole-aziendali-successo-social-14968.html

Inviato da iPad

La nuova Facebook Timeline per fare marketing

Non è ancora disponibile per tutti gli utenti, eppure già tutti ne parlano. Ecco come sfruttare la nuova Timeline di Facebook.

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Original Page: http://www.ninjamarketing.it/2011/10/14/la-nuova-facebook-timeline-per-fare-marketing/

Inviato da iPad

Il FIlm sulla vita di Steve Jobs: lo interpreterà ancora Noah Wyle

Noah Wyle con grande entusiasmo ha dato la propria disponibilità ad interpretare nuovamente il ruolo di Steve Jobs, nel film che verrà realizzato sulla base della biografia autorizzata di Walter Isaacson, i cui diritti sono stati acquistati da Sony. Lo stesso Attore, incredibilmente somigliante al vero Steve Jobs specie nella sua versione "giovane", lo aveva interpretato nel film "Pirates of Silicon Valley" (1999) con grande successo per il risultato dell'interpretazione, meno successo per i risultati del film, che consiglio comunque a tutti di vedere per via degli argomenti trattati e dell'interesse storico-culturale dei suoi contenuti, ma che non venne particolarmente apprezzato da Jobs, il quale chiamò lo stesso Wyle, doppo aver visto il film, per complimentarsi per il suo lavoro, benchè lui avesse letteralmente odiato il film e la sua sceneggiatura. Di certo non è facile accettare quanto espresso in un prodotto audiovisivo, di ciò che è stato tratto dalla propria vita e dalle proprie fondamentali esperienze: si tende a vederle banalizzate, in un prodotto necessariamente confezionato e romanzato ad arte. Speriamo dunque che non capiti la stessa cosa nel nuovo film che dedicheranno alla vita di Steve Jobs, e che non sia solo una speculazione commerciale. Come la prenderebbe Steve? Di certo nn gli mancherebbe il senso dell'umorismo, come fu in occasione dei MacWorld del 1999 in cui a sorpresa, si fece sostituire per i primi 2 minuti da Noah Wile per fare uno scherzo anche abbastanza autoironico, come potete vedere nel video qui sotto. Ancora, a seguire, il trailer in lingua originale del film "Pirates of Silicon Valley".


 Via | 9to5mac

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Steve Jobs, 1955 - 2011

Here's to the crazy ones...

Thanks for being one of craziest of the crazy ones...

#iSad.

(my thoughts on Apple co-founder, Steve Jobs, from August: Steve).

Tags: apple heres to the crazy ones rip steve jobs

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Original Page: http://feedproxy.google.com/~r/TwistImage/~3/dM6DDg9HWKk/

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Steve Jobs: The Great Presenter

Many refer to Steve Jobs and the Great Inventor, but to me, he will always be the Great Presenter.

It's easy to admire the product innovator who made a product before you know you need it, the visionary who successfully established company strategy through counter-intuitive, disruptive moves. So, if Ronald Reagan is The Great Communicator and Richard Feynman is The Great Explainer, might Mr. Jobs be The Great Presenter?

His communication brilliance didn't just happen automatically, it was all be carefully planned, crafted, and rehearsed. Jobs consistently did four things:

1. Passionate about what his company makes: You can tell that Mr. Jobs loves what he did and he pushed the product quality to a level of excellence unmatched in the world. When he presented, he modeled for us what he wanted us to feel toward his products. In his 2007 iPhone launch presentation, he marveled himself at his own iPhone 137 times exclaiming things like "isn't it cool" and "yeah, it's pretty nice". We should all love what we make or do that much.
2. Gets a physical response from the audience: A great storyteller creates a sense of tension and release that holds us in rapt attention.. Jobs could hold an audience's attention for a full 90 minutes without a yawn in the house whereas most presenters can't hold attention for 9 minutes. How did he do that? Looking again at that iPhone launch presentation, the audience laughed 73 times and clapped 105 times in 90 minutes. Jobs got a physical reaction from the audience every 30 seconds on average.
3. Shares repeatable sound bites: Audiences today are like little signal repeaters. Social media networks create an audience size exponentially larger than the one inside the presentation hall. Mr. Jobs packed his presentations with sound bites that got repeated by the audience and picked up in the press. He's a master at rhetorical devices.
   • Repetition: "That's 58 songs every second of every minute of every hour of every day."
   • Comparisons: "A huge heart transplant to Intel microprocessors."
   • Similar Sounds: "Reinvent the phone" was said no less than 5 times in his keynote
4. Uses memorable dramatizations: Mr. Jobs used drama to create a sense of suspense. He has unveiled hidden products, pulled iPods from his pocket and a MacBook Air from an interoffice envelope. Instead of doing a boring iPhone demo, he listened to a visual voice mail from Al Gore and called Starbucks and ordered 4,000 lattes (one latte for everyone in the audience). That didn't just accidently happen, it's all must be planned to create an engaging experience.

We all will miss Steve Jobs' innovation, but we will also miss the Great Presenter. These are some big shoes to fill.

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Original Page: http://blog.duarte.com/?p=7929

Inviato da iPad

Personal Branding: Why You Need To Start Giving Speeches

When I am working with a client to create a brand-building campaign, I suggest many different tactics. These tactics include everything from social media to book publishing, from TV appearances to article writing campaigns. One of the tactics that I always seem to get pushback on is the idea of public speaking--whether at seminars or other events. Of course, it is perfectly understandable that many people don't love the idea of public speaking. In fact, just the phrase "public speaking" takes many of us back to speech class in high school or college--and for most of us, it's not a positive memory. But the truth is that speaking at a seminar or a conference is a uniquely powerful personal branding tool and should be seriously considered by anyone who is serious about building their brand. Not convinced? Below are three good reasons public speaking needs to be part of your branding campaign.

1) Public speaking brands you as an expert.  Think about the last time you attended a seminar that featured a speaker. Without even thinking about it, you granted the speaker "expert" status in your mind, didn't you? We naturally assume that someone qualified to address a large group on a specific topic knows what they are talking about--which is why making a speech is such a good idea. When you speak on a topic, you become an expert in that subject.  

2) Public speaking dramatically increases your credibility.  How much competition do you face in your market?  If you're a dentist, how many other dentists are there in your city?  If you're a CPA, how many other CPAs are there in your market? The number is probably high. Now, of those competitors, how many of them are sought-after speakers? How many are considered a leading authority in their line of work? By pursuing speaking opportunities, you differentiate yourself from the vast majority of your competition.

3) Public speaking is like networking on steroids.  Do you ever attend networking events?  If so, you're familiar with the routine--shake hands, swap cards, move on to the next person. If you are lucky, you'll leave a networking event with a handful of connections and maybe one real prospect. Speaking, on the other hand, gives you a chance to tell your story and share your expertise with a large audience. And in my experience, the members of the audience that are most interested in your services (in other words, the best prospects in the room), tend to seek you out afterwards and engage in conversation. When you're finished, you'll often walk away with several great prospects eager to do business. And, you'll already have sold them on your qualifications just by showing up to speak!

Public speaking is an incredibly powerful way to brand yourself as an expert in your field. It's a great way to increase your credibility, and it can even be a direct source of new business. What are you waiting for? 

JW Dicks (@jwdicks) & Nick Nanton (@nicknanton) are best-selling authors who consult for small- and medium-sized businesses on how to build their business through Personality Driven Marketing, Personal Brand Positioning, Guaranteed Media, and Mining Hidden Business Assets. They offer free articles, white papers, and case studies at their website. Jack and Nick have been featured in The New York Times, The Wall Street Journal, USA Today, Newsweek, FastCompany.com, and many more media outlets. 

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Original Page: http://www.fastcompany.com/1785382/personal-branding-why-you-need-to-start-giving-speeches?partner=rss

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