Topic: social media marketing

Phil Gerbyshak – The Management Expert & Social Media Coach

A good friend of mine, Phil Gerbyshak, has been a rock star middle manager for a long time. He speaks at conferences, trains teams and runs a help desk for a huge company.

On the side he has become a social media coach and has developed a strong  body of work around better management.  Recently the blog network he was a part of decided to change their business model and all the hard work Phil did building up Slacker Management went up in smoke.  Yes, the blog network turned him off.  Luckily, they did it in a nice way and moved all of his work to a new blog that he now owns.

If you have ever moved a website of blog before, you know how devastating this can be.  You will not have the same audience and you will not have the same search engine credibility.  It sets you back years if you are changing domains and have built up a good amount of content.

Please go visit Phil at the management expert blog – and leave a comment and show him some love.

There is also a lesson in this.  Do not build your primary website or blog on something that can be taken away later.  Free blogs are fine for links and toying around, but not a place to build your real resource.

You want to register your own domain and work with a company that will help you host your own website or blog.  If you are trying something different, such as building a lead generation engine, do it on a sub domain of your main domain to preserve your main website.

Phil Gerbyshak had full confidence in that blog network being around – but now finds himself needing to move and start building his audience all over again.  You do not want to do the same thing.

Social Media Risks

When I talk to business owners about social media and blogging, it is always the risks they are worried about.  What are the social media risks and how to do minimize the risks while still capitalizing on the social media opportunities?

Some businesses block access to twitter, facebook, myspace and more as a way to minimize the risk.  In some instances, this could be appropriate.  For example, in the medical area, if you have professionals that need to worry about HIPPA and such, it might be better to take any chance of leaking information that would put the organization at risk off the table.  Saying this will not be popular with social media professionals that think everyone should have access, but it is just the hard reality.  Sometimes the risks outweigh any potential reward.

That said, if you care about marketing, PR, customers and website traffic, the risks for not using social media probably are higher than risks using it.

The key to minimize the social media risks is training and documenting your policies.  What constitutes appropriate computer use at work?  Can you only use social media at work if it is in your job description?  What about people that talk about where they work while at home and off the clock?

Many law firms are now offering social media handbook services to help you craft this strategy.  Just be sure that the law firm understands the risks and rewards of social media.  If you could benefit from it, you do not want a policy in place that completely shuts it down.

Old School Marketing

It is popular to talk about social media, influentials and Web 2.0. But does that mean the old school marketing has stopped working?

No, it means that there are more ways to reach people and depending on your target market, you have more options that all may be less effective than in the past when there were fewer options (and more people condensed into fewer communication channels.)

Here are some old school marketing techniques that still work.

  1. Press Releases – When it used to be really read by the press, it was appropriate to call it a press release.  Now I would call it a news broadcast.  I do not believe a press release will usually find any major writers but I do think that you are going to get some good exposure and good back links to your website.  Also, if you focus on a niche or use the more expensive services you may still hit some great media outlets.
  2. Email – Way more attention seems to be given to social media than email marketing.  However, email marketing will still generate a lot more money for you.  It is an essential part of your marketing and if you bought the whole Email is Dead crap, you jumped on the wrong bandwagon.  I make most of my money from email and SEO.
  3. SEO – Search Engine Optimization is not the new hot thing, but if there is one area that is actually using social media well, it is the people that get how SEO and Social Media tie in together.  The key with SEO is that if you are in a tight target niche with little competition, you can probably pay for a one time project and reap the rewards for a long time.  If you are in an even slightly competitive market, you need someone that goes to war on your behalf every month to increase ranking and get more pages indexed.
  4. Old Websites – Do you have one of those old websites sitting around that looks like late 90’s and does date back to then?  Don’t touch it without talking to a professional!  The age of your website is very valuable and the pages should not be changed unless you have someone that can look at your ranking first.  I updated one of these old sites after some research and got fantastic results within 3 days – I am talking #1 rankings where a lot of other people were fighting for it.  These old sites have great credibility in the eyes of search engines and can be ignited by a good search engine specialist.
  5. Directories – Things like directories seem out of date, but getting listed in a good directory still gives you a valuable back-link and can generate a steady (if not huge) stream of traffic.  Some of my favorite are technorati and blogcatalog – but the older (less shiny) ones are still effective if you get into them too.
  6. Link Exchanges – These things have a bad name, and anything that automates the process I would stay away from.  However, doing an occasional link exchange with someone else in your industry will help – not hurt – your website.  If link exchanges actually hurt websites, most blogs with blog rolls would be thrown out of Google long ago since they often link to each other.  This is one of those things that still works, you just have to be smart about it.
  7. Word of Mouth – The oldest of the old school marketing is the new cool.  Finding ways to get people to talk about you are the holy grail of cutting through the clutter.  But it may just not work for you – you really have to be differentiated.

Dead marketing – Some things are really gone

Yes, there are some marketing techniques that are really gone.  Do not do the following –

  • Pass out your audio book on 8 track tape.
  • SPAM – Does anyone fall for that now?
  • Dressing up as a gorilla and selling encyclopedias door to door – OK, this still works but don’t do it.

Most things will still work with good execution and message.  Just be realistic about how people’s attention has scattered.  You need to scatter your message where your niche market is to make sure they can find you.  But that does not mean you throw the old school marketing in the garbage.

O! Blogger

o-blogGreat reading – just in time for the snow (here, at least.)  I copied this list, which is a meme (something people are passing around) from Servant of Chaos.  The list is called O! Blogger and people are posting it all over.  I found some new blogs to read right away.

Feel free to add a few and copy it to your blog.

  1. 100 Bloggers
  2. 37 Days
  3. 3i
  4. 43 Folders
  5. A Clear Eye
  6. A Daily Dose of Architecture
  7. The Agonist
  8. All Things Workplace
  9. All This Chittah Chattah
  10. Angela Maiers
  11. Antonella Pavese
  12. Arizona High Tech
  13. A Writer’s Words, An Editor’s Eye
  14. Badger Blogger
  15. Bailey WorkPlay
  16. Being Peter Kim
  17. Brett Trout
  18. Best of Mother Earth
  19. Beyond Madison Avenue
  20. Biz and Buzz
  21. Bizhack
  22. BizSolutions Plus
  23. Blog Business World
  24. Bloggers Showroom
  25. Blogging for Business
  26. Blogher
  27. Blog Till You Drop!
  28. Bob Sutton
  29. Brain Based Business
  30. Brains on Fire
  31. Brand Autopsy
  32. The Brand Builder Blog
  33. Branding and marketing
  34. Branding Strategy
  35. Brand is Language
  36. BrandSizzle
  37. Brandsoul
  38. Bren Blog
  39. Business Evolutionist
  40. Business Management Life
  41. Business Pundit
  42. Business Services, Etc.
  43. Busy Mom
  44. Buzz Canuck
  45. Buzz Customer
  46. Buzzoodle
  47. Career Intensity
  48. Carpe Factum
  49. Casual Fridays
  50. Change Your Thoughts
  51. Chaos Scenario
  52. Cheezhead
  53. Chief Happiness Officer
  54. Chris Brogan
  55. Christine Kane
  56. Church of the Customer
  57. Circaspecting
  58. CK’s Blog
  59. Come Gather Round
  60. Community Guy
  61. Confident Writing
  62. Conversation Agent
  63. Converstations
  64. Cooking for Engineers
  65. Cool Hunting
  66. Core77
  67. Corporate Presenter
  68. Crayon Writer
  69. Creating a Better Life
  70. Creating Passionate Users
  71. Creative Think
  72. CRM Mastery
  73. Crossroads Dispatches
  74. Cube Rules
  75. Culture Kitchen
  76. Customers Are Always
  77. Customer Service Experience
  78. Customer Service Reader
  79. Customers Rock!
  80. Custserv
  81. Craig Harper
  82. Daily Fix
  83. Dawud Miracle
  84. Dave Olson
  85. David Airey
  86. David Maister
  87. David S Finch
  88. Design Your Writing Life
  89. Digital Common Sense
  90. Director Tom
  91. Dipping into the Blogpond
  92. Diva Marketing
  93. Do You Q
  94. Duct Tape Marketing
  95. Empowerment 4 Life
  96. The Engaging Brand
  97. Essential Keystrokes
  98. Every Dot Connects
  99. Experience Architect
  100. Experience Curve
  101. Experience Matters
  102. Extreme Leadership
  103. Eyes on Living
  104. Feld Thoughts
  105. Flooring the Customer
  106. Fouroboros
  107. FutureLab
  108. Genuine Curiosity
  109. Get Shouty
  110. Glass Half Full
  111. The Good Life
  112. Great Circle
  113. Greg Verdino’s Marketing Blog
  114. Hee-Haw Marketing
  115. Hello, My Name is BLOG
  116. Holly’s Corner
  117. Homeless Family
  118. The Idea Dude
  119. I’d Rather be Blogging
  120. Influential Marketing
  121. Innovating to Win
  122. Innovation Feeder
  123. Inspiring & Empowering Lives
  124. Instigator Blog
  125. Jaffe Juice
  126. Jibber Jobber
  127. Joyful Jubilant Learning
  128. Joy of Six
  129. The Kaiser Edition
  130. Kent Blumberg
  131. Kevin Eikenberry
  132. Learned on Women
  133. Life Beyond Code
  134. Lip-sticking
  135. Listics
  136. The Lives and Times
  137. Live Your Best Life
  138. Live Your Inspiration
  139. Living Light Bulbs
  140. Logical Emotions
  141. Logic + Emotion
  142. Make It Great!
  143. Making Life Work for You
  144. Management Craft
  145. Managing with Aloha
  146. The M.A.P. Maker
  147. The Marketing Excellence Blog
  148. Marketing Headhunter
  149. Marketing Hipster
  150. The Marketing Minute
  151. Marketing Nirvana
  152. Marketing Roadmaps
  153. Marketing Through the Clutter
  154. Mary Schmidt
  155. Masey
  156. The Media Age
  157. Micropersuasion
  158. Middle Zone Musings
  159. Miss604
  160. Moment on Money
  161. Monk at Work
  162. Monkey Bites
  163. Movie Marketing Madness
  164. Motivation on the Run
  165. My 2 Cents
  166. My Beautiful Chaos
  167. Naked Conversations
  168. Neat & Simple Living
  169. New Age 2020
  170. New Charm School
  171. Next Up
  172. No Man’s Blog
  173. The [Non] Billable Hour
  174. Note to CMO
  175. Office Politics
  176. Optimist Lab
  177. The Origin of Brands
  178. Own Your Brand
  179. Pardon My French
  180. Passion Meets Purpose
  181. Pause
  182. Peerless Professionals
  183. Perfectly Petersen
  184. Personal Branding
  185. The Podcast Network
  186. The Power of Choice
  187. Practical Leadership
  188. Presentation Zen
  189. Priscilla Palmer
  190. Productivity Goal
  191. Pro Hip-Hop
  192. Prosperity for You
  193. Purple Wren
  194. QAQnA
  195. Qlog
  196. Reveries
  197. Rex Blog
  198. Ririan Project
  199. Rohdesign
  200. Rothacker Reviews
  201. Scott H Young
  202. Search Engine Guide
  203. Servant of Chaos
  204. Service Untitled
  205. Seth’s Blog
  206. Shards of Consciousness
  207. Shotgun Marketing
  208. Simplenomics
  209. Simplicity
  210. Slacker Manager
  211. Slow Leadership
  212. Socially Adept
  213. Social Media Marketing Blog
  214. Spare Change
  215. Spirit in Gear
  216. Spooky Action
  217. Steve’s 2 Cents
  218. Strategic Design
  219. Strength-based Leadership
  220. StickyFigure
  221. Studentlinc
  222. Success Begins Today
  223. Success Creeations
  224. Success From the Nest
  225. Successful Blog
  226. Success Jolt
  227. Talk to Strangers
  228. Tammy Lenski
  229. Tell Ten Friends
  230. That Girl from Marketing
  231. Think Positive!
  232. This Girl’s Weblog
  233. Thoughts & Philosophies
  234. Tim Longhurst
  235. Tom Peters
  236. Trust Matters
  237. Verve Coaching
  238. Viral Garden
  239. Waiter Bell
  240. Wealth Building Guy
  241. What’s Next
  242. Writers Notes
  243. You Already Know this Stuff
  244. Zen Chill

 Tags: O! Blog

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