Friday, May 20, 2011

HOW TO: Get the Most Out of Google Reader

The real-time web is becoming an increasingly important source of news, but many users still prefer to receive their content the old-fashioned way: Through a steady diet of RSS feeds. One of the best news readers out there is the web-based Google Reader. Although simple in appearance, it has some features under the hood that can help you greatly improve your news reading experience.

If you’re a new user, you might want to fill up your Reader with interesting feeds. If that’s the case, make sure you don’t overlook feed bundles, which you can add by clicking on “Browse for stuff” in the upper left-hand menu. Here you can browse through featured feed bundles, bundles from your friends or recommended feeds from users with similar interests as you.

Once you’ve populated the Reader with enough feeds that interest you, it’s time to start organizing them.


Folders


The simplest ways to organize feeds is by creating folders. Click on the gear icon in the upper right-hand corner and choose Settings — Folders and Tags. Create as many folders as you’d like; for example, you might want to create a special folder for very important feeds, or create a folder for each subcategory of news you’re following, such as “tech,” “business,” and so forth.

Now, instead of always clicking on “All items,” you can read the feeds from each individual subcategory separately.

To move a feed from folder to folder, select it and click on the Feed settings drop-down menu, then click on the name of an individual folder to move the feed there.


Trends


A lot of users just fire up Google Reader, add some feeds and then stop tweaking and optimizing. However, if you subscribe to a lot of feeds, Google Reader can actually help you get rid of the ones you’re not interested in and focus on those which are important to you.

The best way to do this is to use Trends, located in the upper-left corner of the Google Reader screen. Click on it and you’ll see a lot of statistics on how you use your feeds. For example, you can see which feeds you click on and read often, as well as which ones you share and email the most. You can also check out which feeds are frequently updated and which are almost completely inactive.

If you find that you don’t use certain feeds at all, or that they’ve become inactive, you can get rid of them by clicking on the trash can icon next to the feeds in Trends. You can also erase active feeds that you rarely read or share.

If you frequently add new feeds to your Google Reader, you can repeat this process every few months.


Shortcuts


Did you know that Google Reader supports keyboard shortcuts? The mouse can only take you so far; power users will definitely want to remember some of these as they can make the process of skimming through hundreds of feeds much more efficient.

Here’s a list of some of the most useful shortcuts supported in Google Reader.

j/k – selects the next/previous item in the list
space/shift-space – moves the page down/up
n/p – in list view, selects the next item without opening it
o – in list view, expands or collapses the selected item
enter – in list view, expands or collapses the selected item
s – stars the selected item
shift-s – shares the selected item
m – switches the read state of the selected item
t – opens the tagging field for the selected item
v – opens the original source for this article in a new window
shift-a – marks all items in the current view as read
1 – displays the subscription as expanded items
2 – displays the subscription as a list of headlines
r – refreshes the unread counts in the navigation
shift-n/p – selects the next/previous subscription or folder in the navigation
shift-x – expand or collapse a folder selected in the navigation
shift-o – opens the item currently selected in the navigation
gh – goes to the Google Reader homepage
ga – goes to the “All items” view
gs – goes to the “Starred items” view
gt – allows you to navigate to a tag by entering the tag name
gu – allows you to navigate to a subscription by entering the subscription name
u – hides and shows the list of subscriptions
? – displays a quick guide to all of Reader’s shortcuts


Other Tweaks


Over the years, Google has been adding little tweaks and improvements to Google Reader, and it’s hard even for power users to remember all the options it offers. Here are a few lesser known options you might want to check out.

Sorting by magic: Click a feed, and select “Sort by magic” from the “Feed settings” drop-down menu. Instead of giving you the newest items first, this feature reorders the items in your unread feed based on your own past reading history and overall activity inside the Reader.

Next bookmarklet: For a really quick and easy way to browse through your feeds, Google has included the “Next bookmarklet” in its Settings page (under the “Goodies” tab). Just drag it to your bookmarks bar, and each time you click on it, it will take you to the next unread item, marking it as read in the process.

Note in reader: Similarly to the “Next” bookmarklet, Google provides a “Note in reader” bookmarklet on the same page, which lets you share items from a webpage with your followers in Google Reader with one click.

by Stan Schroeder

5 Strategies for Maximizing Your Website’s Conversion Rate


David Brussin is the Founder and CEO of Monetate, the leading provider of testing, targeting, and content optimization for websites.

As companies turn to social media giants like Facebook and Twitter to drive traffic and gain new customers, there is a growing risk that the website — one of the most powerful sales and marketing tools — will be overlooked.

It is important for every consumer-facing enterprise to seek out new prospects and drive additional traffic via all available social media channels. Yet too many companies still neglect some basic strategies that could maximize conversion rates for the traffic they already have. The following strategies — when implemented correctly — will not only lead to an increase in conversion rates and revenue from mobile and social media channels but will also help drive companies toward an important cultural transformation, one that can elevate them above competitors and help them stay there.


Some Perspective


Commerce is becoming less about channels and more about touch points. Marketing is moving beyond multichannel to become “multipoint,” and coping with this shift is a serious challenge for businesses of all kinds.

Fortunately, the website remains a place where many customer conversations are initiated, and a growing percentage of transactions are completed, even if they begin elsewhere. A strong yet nimble website — one that can efficiently leverage customer data — will put brands in a better position to effectively respond to the emerging demands of multipoint marketing. Without such a site, they will continue to lose out on potential revenue and lose ground to more agile competitors.


1. Understand Your Customer


By tracking anonymous consumer behavior on the website, companies can display campaigns, content, offers and experiences tailored to an individual’s browsing habits. Watch what they search for and what they look at, not just what they buy.

For example, you might display the latest Air Jordans to consumers who have a history of browsing Nike sneakers. In my experience, retailers who target promotions based on brand preferences see a double digit increase in average order value.


2. Make Webpages Relevant


Websites should adjust marketing content in real time to reflect current events or other sales-related factors, such as customer location. Content that is tailored to different key segments (for example, notifying overseas consumers of discounted international shipping or letting customers from Florida know there’s no sales tax) can help persuade them to purchase.

Relevance includes adjusting site content to reflect where a consumer comes from. For example, were they directed from Facebook or an email newsletter? Make sure the messaging that brought them to the site is reflected in the site experience and inform that site experience with what analytics show about that traffic segment. For example, data may indicate that the buying habits of customers from Facebook are different from those who land on your site via email.


3. Use Offline Learning to Inform Online Action


Many multichannel retailers have accumulated a lot of knowledge about their customers. For example, managers of brick and mortar stores know that there are local brand preferences. Headquarters may track brand preference by region or state. So use that data to geo-target online traffic.

If Texas shoppers prefer Wranglers to Levis, highlight Wranglers to online traffic from Texas. The results will be improved conversion rates and higher average order values.


4. Consistency Is Key


Traffic that comes from outside channels like social media will convert better if consistent messaging is maintained throughout the sales cycle. A promotion that initially drives traffic to a website (such as “Twitter followers receive 20% off”) should be reflected not just on the landing page but also on each page that the visitor sees until they check out.

This doesn’t mean a site makeover. Instead, the message simply needs to echo the messaging that caught the consumer’s attention in the first place.


5. Test, Test, Test


To know if a site is truly compelling, brands must constantly test it to ensure that content is presented in a manner that resonates with consumers to produce optimum results. Businesses should test for sticking points and optimize the choice of messaging, design of buttons, layout of forms and display of positive reinforcements like trust seals and privacy assurances. Even a small improvement at each stage of the process will pay big dividends.

Smart marketers will establish a culture of testing. By making the use of A/B and multivariate testing tools, brands can increase creativity, experimentation and revenue. A culture of testing in which decisions are data-driven is the best posture from which to meet marketing challenges.


Looking Forward


I would love to be able to wrap up by saying “do the above and you’re done.” But that’s not how commerce works today. The rapidly evolving world of multipoint marketing means that brands must constantly tweak the experience that their website delivers to each visitor segment based on everything they know about that segment. That knowledge includes data drawn from all channels — something a website can provide if the proper technology is in place to tap it.

by David Brussin

15 incredible sites to visit for design inspiration

Any writer, photographer or artist understands the importance of inspiration. Sometimes an idea just won’t gel until you get the right bit of creative spark from an unexpected source. The web has made it easier than ever for us to be influenced, enlightened and inspired by the designs of people from around the world. Where you previously had to visit galleries, exhibitions or shops, you can now unlock a worlds worth of design with a few clicks.

The sites in this list are all places that provide design inspiration in one way or another. Whether it’s by showcasing the things that others find inspiring, putting individuals works out there for opinion or simply by showing us what’s ‘cool’ today. We’ve found some great inspiration from these fantastic resources and we hope you do as well. We’ll break down this list for you by giving you a link to the site, telling you a bit about it and showing you something inspiring that they’ve recently posted.

Svpply

Svpply is a collection of products that are liked and added by the community. You can follow people or stores, build your own feed of products and save a list of stuff that you want to buy or just browse around to look at interesting products. Consumer goods might not be everyone’s cup of tea but I find that there is a lot of artistry to be had here and sometimes a fantastic ring or jacket can fuel my fashion design flames which in turn gets me feeling more creative.

The Mill

The Mill is a visual effects studio that services tons of global clients on film, TV and advertising projects. You’ve probably seen their work already whether you realize it or not. The Mill was recently honored with a BAFTA for their work on the Merlin series for the BBC. They update their blog regularly with projects, showreels and interesting stuff from creators that don’t work for them. It’s a great place to go for stunning work being done in motion graphics and visual effects.

Unhappy Hipsters

UH is a humorous blog that pairs images from modern, mostly minimalist, homes and their occupants with pithy remarks filled with apathy and ennui. It’s a lot funnier than it sounds. In addition you get a great collection of cool homes and the well dressed, or not so well dressed, people living in them. The site takes a somewhat mocking tone with most of it’s subjects so don’t visit if you’re allergic to persistent, if gentle, mocking.

Swiss Miss

Run by designer Tina Roth Eisenberg, an expatriate Swedish designer living in NYC, Swiss Miss is a gem. The site is updated several times daily with interesting pieces of video, inspiring artwork and actual products that she finds interesting. There are interesting sites to discover like The Burning House, one of my new favorites, and quirky products like this World of Alice AC Adapter. Eisenberg is also the creator of the web-and-iphone to do app TeuxDeux.

Psfk

More of a straight blog, Psfk takes a more intellectual bent in it’s coverage of design and technology. A lot of their articles cover marketing and cool technical projects. One of the most recent items that caught my eye was this tool that uses Nike+ to get a biofeedback visualization of the body’s changes during a workout.

Notcot

Notcot is a link submission site that displays topics in a pleasant grid layout. It’s great to pop open and scroll through when you’re feeling a bit under-motivated. The topics are incredibly varied with links to cool new products, art collections, cars, scientific studies, architecture and publishing projects. This recent stop motion food video from the Edible Escape is a good example of the random fun that you can find on Notcot on any given day.

Dribbble

A place for designers to come to show off their work, Dribbble is a community that is kept pretty strictly to designers producing today so you’re getting to see fresh ideas that may arrive in an iPhone app, store or publication near you in the coming days. It’s like looking into the future of design. A ratings and voting system allows you to sort by the most popular or interesting designs although almost everything here is top notch because the submitters know that they’re going to be presenting to a community of their peers. These ‘gold doubloon’ business cards from Joshua Smith are a good example of the design awesomeness to be found on Dribbble.

The Cool Hunter

The Cool Hunter focuses mostly on advertising and architecture with posts nicely filled out with high quality images of fantastic new buildings or campaigns. This set of images from Raiffeisen Bank’s flagship in Zurich designed by design co-operative NAU caught my eye recently. There are some other sections like fashion and travel to peruse as well, this link to a fantastic video profile of Scott Schumann of The Sartorialist is a good example of some of the goodness you’ll find here.

We make money not art

WMMnA interviews artists, visits galleries and design events and documents them on it’s site. The team of blog owner Régine Debatty and writers Shin’ichi Konomi and Sascha Pohflepp keep the content fresh and interesting. It’s updated regularly and features reviews of books and gallery shows as well as a nice archive of artist interviews. This writeup of ArtGame Weekend, a event held in paris where designers and coders are given 48 hours to develop a mobile device game, was an interesting look at a the game design process compressed into a very short span.

Cool Hunting

One of my favorite sites, Cool Hunting posts up interesting items in design, tech, style, travel and culture. I’m a fan of the tech category myself but there’s plenty of inspiration to be found in all of the categories. The Cool Hunting team produces original content as well as found objects so there’s a good mix of stuff that you may see on the other sites we mentioned today and items that are unique to CH. You can check out their roundup of the best Cool Hunting videos of 2010 here to see what they’re all about.

Today and Tomorrow

This is another personal blog that contains a nice mix of the slightly ridiculous, like these Budweiser nun chuks. It’s updated regularly and features a nice mix of industrial design, video content and images from its creator Pietr, a ‘Belgian living in Berlin’

Ffffound!

A treasure trove of user generated links to super cool photography, architecture and design, Ffffound! is a great bookmark for anyone who wants a little inspiration. There is a fairly randomized nature to what you’ll see on the site each day but that adds to the thrill of visiting to see what’s new.

Creattica

Creattica is more of a straight design site like Dribbble. It’s broken up into designs in the HTML, Flash, Business Card, Logo and Posters categories, along with many others. This way you can check out great design work being done in a particular category. The site also allows you to find creative designers and view an extensive portfolio of their work along with contact and pricing information. This can be handy when shopping for a designer for one of your products.

Forrst

Also a community of creatives, Forrst is broken up into four categories; Link, Snap, Code and Question. This allows you to check out articles from the web, in-progress designs, snippets of interesting code or get help with your own efforts. I’m a sucker for Octopi so I loved this ‘Octopus love‘ test print from designer Liz Kerner.

The Die Line

The Die Line focuses on graphic design and advertisement with a focus on package design. It features a mix of current designs and classic inspirations like this collection of vintage cereal boxes. The Die Line also hosts a large Package Design Directory featuring Design Firms, Printers, Prototypers, Photographers, Software, and Packaging Materials Suppliers. Listings are free for companies and it’s a good resource for those looking to hire a designer for their product packaging.

Inspiring conclusion

These are just a few of the sites that we find inspiring. The only danger here is that you get so engrossed looking at these that you may forget to do the work you started out needing inspiration for. If we left out any places that you think are essential destinations for design inspiration, please let us know in the comments.

By Matthew Panzarino

Thursday, May 19, 2011

5 Traits of a True Innovator – Are You One?

The word “innovation” is thrown around a lot, and a lot of entrepreneurs are called innovators or think of themselves as innovators. But what does that really mean? Is anyone who comes up with a new idea an innovator? If that’s the case, few entrepreneurs aren’t innovators. And in fact, to some extent every true entrepreneur undoubtedly has at least a touch of the “innovation gene” in them. But not everyone is what we would call a true innovator.

As an example, Motorola was the first mobile phone manufacturer to offer a color screen, with the T720. Did that make them innovators? Maybe, in the most basic sense of the word, but lets face it – the color cell phone screen was coming with or without Motorola. On the other hand, look at Apple and the iPhone. When a product has every competing company scrambling to come up with something comparable, you know you’ve introduced a true innovation.

What is True Innovation?

So, what’s the difference? Both the 720 and the iPhone offered something no one else had before, and you could even say that both marked the start of a new era in cell phones. But unless you used to own a T720 or worked for a company that carried them, you probably don’t even remember ever hearing of them. Everyone knows what an iPhone is though, even if they’ve never owned one. That’s because they didn’t just introduce a tweak of an existing product or a cool feature; they revolutionized mobile interface technology and changed the lexicon of a generation in the process. That’s true innovation.

It’s not just that everyone has heard of the iPhone either. A great marketing campaign might have accomplished that. It’s that the introduction of the iPhone caused consumers and technology manufacturers to think of cell phones in a new way. True innovation doesn’t just cause a buzz – it initiates change.

How to be a True Innovator

If you want to be a true innovator, there are a few traits that will define you as such. Here is what true innovators do:

1. They recognize needs. Innovators are people who can identify a need within an industry, market segment, or culture and spot opportunity in it. While the term “need” is broad (do we really need to be able to flip through pictures on our phones with our fingers?), the point is that innovators understand what people are looking for and go about finding ways to provide it.

2. They develop and refine a solution. Once an innovator recognizes a need and makes up their mind to fill it, they tend to work tirelessly on finding the most imaginative, practical solution possible. Then they work to refine their solution to not only meet the need but anticipate future needs and advancements in order to give their solution longevity. You can be sure the iPhone people bought in June of 2007 was not based on the first schematic proposed. And you can be just as sure that the addition of a camera and ability to work on the 3G network had already been worked out at that point.

3. They take chances. True innovators are great at identifying needs and developing solutions, but they know there’s no guarantee their solution is going to be a winner. All entrepreneurs are willing to take risks, and innovators are willing to go even further and risk going where no one has gone before.

4. They push the envelope. The very nature of true innovation is that it is beyond the norm. True innovators understand that they need to think beyond what anyone has tried so far. They take things to the next level and then some. This is part of taking risks, but it’s also about imagination and a willingness to try something completely new.

5. They create meaning. When we talk about true innovators, we’re not talking about people who create a product for the sake of creating a product. These are people who are out to make an impact. They might not be trying to fix the world’s ills, but they are at least trying to shake things up and get people thinking differently. True innovation often spawns entire industries – and there is meaning in that.

So, what do you think? Are you a true innovator? What makes someone an innovator in your mind? Share your thoughts with the community in the comments below.

by Matthew Toren

Thursday, May 12, 2011

7 Strategies for Making the Most of a Slow Summer

A lot of businesses slow down during the summer months, and with gas prices skyrocketing and triggering other price increases, this summer might be worse than most. If your business is one that does better when the temps are lower, don’t let it ruin your summer. Take advantage of the slow time and get your business in an even better position for when things pick up. Here are seven things you can do that will have a long term impact on your business and give you something positive to work on while growth is slow:

1. Spring Cleaning – A cluttered office, warehouse, or any work area can be an energy drainer and can zap creativity and positive vibes. Take some time to do some spring cleaning. Get rid of anything you don’t need; clear out your files as much as you can; organize your backroom; scrub the bathroom! Anything you can do to improve the work atmosphere, whether you have a retail store or work from home, will help you work better.

2. Take Time for Planning – Although it’s great for your business to be busy, it can sometimes mean you have to sacrifice the time you’d like to take to plan for the future. During slower times, take some time each day – or take several days – to do nothing but look at your current processes and brainstorm for future growth opportunities. The planning you do during this time can make a big difference in your business when the cash starts rolling in.

3. Write Blog Posts – You are blogging, right? Whether you need to get started blogging or have been writing articles on a regular basis, slow times are great for getting ahead. Having extra posts on hand will give you breathing room on those days when you’re overly busy. You could also consider writing some guest posts for other blogs in your industry. This is a great way to boost your exposure and credibility.

4. Get in Touch with Contacts – During hectic times, it’s easy to lose touch with colleagues, mentors, and other important contacts. Let them know you’re still alive and kicking by reaching out while you have some time. Just this simple act can be energizing and even give you some great ideas for items 2 and 3 above.

5. Refresh Your Website – When was the last time you went through your site and tested links, updated general information, and thought about ways to make it more functional or more attractive? When you have extra time, make sure your website is up to date and representing your brand well.

6. Review Your Marketing – Marketing is an important key to success for most businesses. During slower times, go through your marketing material and give it a facelift. Review how you’ve been executing your marketing plan to see what’s working and what needs to be changed. Marketing is not a “set it and forget it” process. The fresher and more relevant it is, the more effective it will be.

7. TLC for Your Computers – This suggestion isn’t the most exciting one of the bunch, but it can be very important. Take some time to defrag, disc clean, update, and backup your computers. The time you spend now can save you a lot of time and headaches when you’re in the middle of your busy season!

A summer slowdown doesn’t have to be a downer. Take full advantage of quieter times by looking at it as an opportunity to give your business some needed care and attention.
by Matthew Toren

Tuesday, May 10, 2011

6 Companies Aiming to Digitize the Textbook Industry


The world’s readers purchased an estimated $966 million of ebooks in 2010, and Amazon has been selling more ebooks than paper books since January. But students have yet to catch on to the digital book revolution with the same fervor.

A 2010 study by OnCampus Research found that 74% of college students surveyed still prefer to use a printed textbook.

Where some see non-adopters, others see untapped markets, and thus large and small players alike have long been targeting the digital textbook niche. Here are some of the ways they’re looking to get students to trade their print for pixels.


1. CourseSmart


CourseSmart was launched in 2007 as a joint venture with five publishers, including McGraw-Hill and Pearson. The advantage of being backed by major textbook companies is that the site claims to offer “90% of the core textbooks in North American Higher Education as eTextbooks.”

The CourseSmart approach is pretty standard (as the products of huge companies tend to be). Students can choose between a downloadable and online format of their texts. In either version, searchable pages look identical to print copies. As with a print copy, readers can highlight and take notes in the books. Availability on Android, iPhone and iPad apps make the books even portable.


2. CafeScribe


Follett-owned CafeScribe sells books with built-in study networks. Using the company’s software MyScribe, which it calls “iTunes for eBooks,” students can sort, highlight and take notes on the ebooks they buy. But the software also comes with less-standard social features.

Students can join groups to automatically pool their notes and make studying collaborative (professors can also create groups for their classes). Generous students can even make their notes available to everyone else through the platform. When ready to study for the exam, a quick button compiles a summary of selected note sets.

Since Follett runs bookstores on more than 850 campuses in the United States, CafeScribe has some notable advantages in the marketplace. Four hundred campuses use the system in at least one course, according to RWW.


3. VitalSource


VitalSource is a combination between CourseSmart and CafeScribe. Like CourseSmart, it provides access to textbooks online, in a downloadable format, and from mobile iOS apps. Like CafeScribe, students can choose to share their notes and highlights with just friends or with anyone else who uses the same book.

The platform also has support for videos, web resources and multimedia that are embedded within a limited number of ebooks.


4. enTourage Systems


While other companies are formatting their digital textbooks for ereaders and tablets, enTourage Systems has created its own $500 ereader for that purpose. The company sells the Edge, a device that looks something like a Kindle and a tablet sandwiched together, as well as the textbooks to read on it.

The dual-screens allow students to choose between typing or scribbling notes directly onto the text, attach links to text, search terms within texts online and switch between color views and easy epaper reading. The two screens interact.

In November, the company released a $200 mini version of the product called Pocket Edge that runs on the Android.


5. Inkling



Inkling’s iPad textbooks are more than mere print copies. The company packs its titles with quizzes, interactive infographics and tappable key terms. Like CafeScribe, readers can follow each others’ notes, but on the iPad those notes pop up in real time — which means your buddy might answer a question that you have before class actually ends. It also allows students to purchase books by chapter.

“We have a very sophisticated set of software tools that help us gently disassemble a textbook and then reconstruct it from the ground up to make something that really makes sense on an iPad,” Inkling founder and CEO Matt MacInnis told All Things Digital in March.

The downside of this disassembling and reassembling is that a bulk of textbooks aren’t on the platform yet. As of March, there were 14 offerings. A recent multi-million dollar round of funding from McGraw-Hill and Pearson should help expand its library.


6. Nook Study


Barnes & Noble focused on the etextbook game in 2010 with the release of its free desktop ereader, Nook Study. The software allows students to read, search and annotate textbooks, as well as keeps track of course-related documents. Students can also use the Internet to look up definitions and other information, like formulas, directly from the text.

by Sarah Kessler

Selling vs. inviting

Selling is often misunderstood, largely by people who would be a lot more comfortable merely inviting.

If I invite you to a wedding, or a party, or to buy a $500,000 TV ad for $500, there's no resistance on your part. Either you jump at the chance and say yes, or you have a conflict and say no. It's not my job to help you overcome your fear of commitment, to help you see the ultimate value and most of all, to work with you as you persuade yourself and others to do something that might just work.

If the marketing and product development team do a great job, selling is a lot easier... so easy it might be called inviting. The guy at the counter of the Apple store selling the iPad2 isn't really selling them at all. Hey, there's a line out the door of people with money in their pockets. I'm inviting you to buy this, if you don't want it, next!

The real estate broker who says that the house would sell if only he could get below market pricing and a pre-approved mortgage is avoiding his job.

The salesperson's job: Help people overcome their fear so they can commit to something they'll end up glad they invested in.

The goal of a marketer ought to be to make it so easy to be a salesperson, you're merely an inviter. The new marketing is largely about this--creating a scenario where you don't even need salespeople. (Until you do.)

Selling is a profession. It's hard work. Ultimately, it's rewarding, because the thing you're selling delivers real value to the purchaser, and your job is to counsel them so they can get the benefit.

But please... don't insist that the hard work be removed from your job to allow you to become an inviter. That's great work if you can get it, but it's not a career.

by Seth Godin

Attention, Telemarketers: Want To Call During Dinner? That’ll Be $50

Starbucks Drive Through

Image by paulswansen via Flickr

A few weeks ago, on a hot spring afternoon where I found myself with two hours to kill, I decided to try out a Toyota Camry. My Nissan has been running mercilessly well, given that it’s 16 years old. Barring any major problems, I know the best route would be to drive it into the ground—good for my pocketbook, good for the environment.

But the A/C is busted, one of the windows is stuck closed, the moonroof leaks when it rains, and the staticky radio adds its own soundtrack to NPR. Those improvements alone would add up to a down payment on a newer car, so I’ve decided it’s time to upgrade.

On the test drive, the salesman, a reedy young man who sounded like he got his techniques from an all-day regional sales seminar for new hires, tried to gauge my interest.

“On a scale of one to 10, how likely do you think it is you’ll to buy this car?” he inquired as I sped over potholes and up a steep hill. (Not a direct quote – but accurate to the best of my recollection.)

“Zero,” I answered, repeating what I told him when we first said hello. “I’m not going to buy a car today. Maybe in a few weeks or months I’ll start thinking about buying a car, basically whenever my car dies, but definitely not today, or soon.”

I figured that closed the case. He could turn off the sales pitch. Relax.

But it turns out I’d made a fatal mistake: Before we set off, his supervisor asked for my cell number, and after a moment’s hesitation I let him write it down. What were they going to do, call me night and day until I bought the car or pressed charges?

Gentle reader, the first call came that Friday, around noon. I don’t remember what I was doing, but I let it go to voicemail and forgot about it. Until the second call, which came five days later. I picked up and told the senior salesman I wasn’t interested.

Maybe I wasn’t clear enough, because two weeks later he called again, checking in. “I just wanted to give you a call and see if you’re still considering the car,” he said in the voicemail Google has saved and transcribed.

The fourth call found me in bed—where I usually am at 9 a.m. on a Saturday. I woke up to the phone ringing, noticed a vaguely familiar number and hit Ignore.

“Good morning, Roxana!” the message started. “Just wanted to give you a call regarding the Camry. When you were in a few weeks ago you said you’re gonna be in the market in just a couple of weeks, just wanted to find out if you’re there yet.”

Clearly my silence was strategic. I was playing coy. I wanted him to woo me. Send me flowers and a car loan contract. Hit me with his best moves. Saying no and then ignoring you for two weeks means yes yes yes!

Last Thursday, someone from the dealership called twice but only left one message, at 7:40 p.m. That was from a different voice, a breathy baritone, inviting me to a sale over the weekend.

Friday afternoon the baritone called back. This time the message was more mysterious, more urgent.

“Hey Roxana. This is Z. If you get a chance to give me a call at (###) ###-####, I’d appreciate that. Thank you.”

No pretext, no pitch, no “just checking in.” He left his cell number, so I guess that means we’re tight.

I’ve devoted way too much time wondering how I should respond. I prepared a statement for the manager or owner. “If you’re interested in the opinion of one potential customer you’ve lost, here it is: I’ve gotten nine unsolicited phone calls in the past month. Not only has that completely turned me off your dealership, but it’s wasted your staff a lot of time and effort. Maybe it works with other people, but it didn’t with me. All you’d have to do is seek permission to check in with people when you get their number. You’d be surprised how much time you could save, not to mention close more sales if people aren’t repulsed by your tactics.”

But most likely the policies were set top down. More than one employee was involved. Why waste my breath?

I considered writing a bad Yelp review, but that seemed petty. (Not like writing a Forbes column, not at all.)

Of course the nice thing to do would have been to pick up one of the calls again and simply ask them to stop.

Here’s what I did instead. I billed them. I found the sales manager’s contact info and emailed him an invoice on behalf of my consulting business charging $20 for each unsolicited voicemail during business hours and $50 for each message left after hours. As a courtesy, I only billed them for the voicemails—not all nine calls. Total: $160.00.

Sometimes you have to request or negotiate what you believe is fair, even if it sounds crazy—or unheard of. Interrupting my morning repose, my evening and my workdays to ask for my time and attention is well worth a fee. So I asked back.

I’m not too worried about getting blown off. I have their numbers—office and two cell phones. Anyway, I have a feeling they’ll call again soon. If they don’t, I might just let the balance slide.

5 Keys for Promoting Honesty & Transparency in Your Company

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As an entrepreneur and manager of your company, what do you pride yourself on? Career advancement for your employees, regular meetings, providing recognition for a job well-done – these are all great attributes. Now what about the less obvious and more difficult task of candid discussion? Any good leader will work to build camaraderie among his or her team through communication.

If you think that less is more, put yourself in the shoes of your employees who might be in the dark more than they are in the know. Openness in the workplace can go a long way, but is often neglected by those weary of providing feedback, both positive and negative. When employees find out information through the grapevine that they should have heard directly from management, it creates doubt and distrust that can be difficult to repair.

A great article on management issues shares that the Merriam-Webster dictionary defines transparent as “free from pretense or deceit; easily seen through; readily understood; characterized by visibility or accessibility of information, especially concerning business practices.” This can be difficult if it’s not the culture of the organization, but these days more companies are adopting this best practice.

Some people find it very hard to give criticism or discuss areas of development, and something that should have been shared right away, is communicated months later. So maybe you’re asking yourself why does it matter, and what should you do about it?

How to Create an Open, Honest Company Culture

1. Constant Communication – It’s better to over-communicate than under. I’m sure there are many who would not agree with this, but always share what you are able, as creating transparent and open communication will lead to a collaborative, trusting relationship.

2. Honesty – “Honesty is the best policy” is true in my book. Sure, some things are better left unsaid, but when it relates to someone’s performance or character, isn’t it better for a person to be aware and have the opportunity to improve?

3. Deliver Regular Feedback – Many companies have annual review cycles, but should the first time an employee is hearing feedback be when it’s written in stone? By sharing more often, you are giving your employee the ability to change for the better, and maybe, giving you feedback on how to improve as well.

4. Respect – Respecting your employee means not only providing feedback, but allowing them to give feedback in return. Perhaps you misunderstood a situation, or maybe word of mouth was mistaken. By giving the opportunity to counter, you are showing that you respect your employee, their opinions, and the facts.

5. Admitting Wrong – It can be easy to assume you’re always right, especially in a leadership position, where your way goes. There are times however that your employee may be correct, or perhaps you handled a situation poorly. You’re more likely to be seen as an effective leader if you can accept your defeats.

As an entrepreneur and manager, are you able to identify with any of these? Whether you have employees or not, why do you think honesty and transparency in the workplace will lead to a stronger organization?

by Lisa Promise

Sunday, May 8, 2011

Meet the Thumb-Sized $25 PC [VIDEO]

The Raspberry Pi USB computer is tiny, and the man who made it intends to manufacture it so cheaply he says it could be given away to school children.

Created by UK game developer David Braben, the computer is about the size of a typical USB stick and will cost $25. With its USB port on one side and HDMI port on the other, it can function as a real PC.

What sorts of components can you fit on such a limited piece of real estate? Surprisingly, there’s enough room for a 700 MHz ARM11 processor, 128 MB of RAM and OpenGL graphics with enough power to display 1080p video.

Braben’s little PC is versatile, too. In fact, that picture above shows a 12-megapixel camera he’s added for videoconferencing, photo taking and video recording. There’s an SD card slot for storage, and that’s where you install the operating system of your choice such as Ubuntu or other open-source operating systems.

While this Raspberry Pi is not quite fully baked yet, Braben’s working on it. “We hope something will be rolled out in 12 months,” he says.

Watch him talking in this video about his new PC and how he hopes his charitable Raspberry Pi Foundation will spread this low-cost technology far and wide:


Tips For Getting Started For The Non-Technical Web Entrepreneur

No programmer wants to be the technical co-founder of your IDEA, no angel will fund your IDEA, no customer wants to buy your IDEA. Do you see the pattern? If you’re at ground zero with an idea, the best thing to do is to make your idea into something real. 

 
1. Pitch everyone your idea 
 
The Winklevoss twins are still going to end up with eight figures to their names. You should be so lucky to have someone take your idea. The most useful thing you can do when you’re at the embryonic idea stage is talk to everyone humanly possible about it. A lot of people won’t get it, a lot of people will tell you it’s dumb. That’s okay, just treat them as data points. After all, startups are an experiment and you’re at step one of testing your hypothesis. Make sure you take down the contact info of the people you meet as you’ll want to follow-up with them as you progress down these steps. Once you have a one sentence pitch and a 60 second pitch down-pat, you’re ready to move on.
 
2. Mockup wireframes 
 
You’ve got a much better sense of the idea, you’re received feedback from other entrepreneurs, and hopefully some customers. Now put your idea on a whiteboard. Draw out what your homepage looks like, no color needed; just think about language and layout, study other sites that have good design, look at the existing players in the space, and understand what works well and what doesn’t. The goal of this homepage is to test whether people are going to apply an action (like give you their email address) in exchange for promising to solve their problem at some later date. This is a good example of something that’s super simple, here’s a better example. Once you’ve drawn up your homepage in a wireframing tool like Balsamiq, you’re ready to move on.
 
3. Hire a designer 
 
Go to 99designs, an oursourcing site like oDesk, or even Craigslist to find someone to design a homepage. This should cost you anywhere from $150-500. Again, show them sites that have design that works for you, send them your wireframe, and make sure you ask for at least three revisions in your fee. The three revisions should be used in three series of feedback, with the people who’ve given you feedback along the way. If you’re not familiar with Photoshop, make sure you ask for individual JPGs of the different images, as well as the JPGs of all three versions of the homepage (this will matter for the next step). Once you’ve got something that you think looks good, and other entrepreneurs and potential customers are on board with, you’re ready to move to the next step.
 
4. Do customer development
 
Now the fun stuff begins. Host the three versions of your homepage on Unbounce. You now have a website, congratulations. Next you’ll want to sign-up for Snapengage so you can talk to customers when they get to your site. Then you’ll want to sign up for Optimizely so you can create even more versions of the homepage, to test button placement, wording and images. And you’ll want to sign up for Google Analytics to get even more data about how people are using your homepage. Finally you’ll want to sign up for Mailchimp, so you can properly collect emails. All of these services have free accounts for beginners, and they all work with each other seamlessly. With around $200 on Adwords, you’ll want to start talking to potential customers. Starting Adwords does have quite a steep learning curve, way outside the scope of this post, but for a non-programmer, it’s a very important skill to learn. With all the tools you’ve placed on the homepage, you can test what language and layout works best based on given metrics, e.g. how long they spend on it, how many people take an action, and you can have real-time conversations with them to learn why they visited, what about the site makes them uncomfortable, etc. Keep going until you have 200 unique visitors to your page.
 
5. Make good connections with investors and advisors
Even if you’re not looking for financing, it’s always good to have a perspective of how investors view your business, especially your business area. Every now and again, they’ll also provide some useful feedback. In addition, you should start to more aggressively form relationships with informal advisors, people that have some domain expertise who you can go back to every month or so with simple questions and meet every quarter or two. You’ll also have a much better time recruiting a team if you have investor relationships and advisors to point to.
 
6. Develop relationships with press
 
Research journalists that write about your area. That should mean topically, and geographically. As an example, at Blank Label, as a web business we talk to tech journalists, as an apparel company we talk to fashion bloggers, as a custom brand we have lifestyle articles written about us, because we’re Boston based we get local press, because I’m from Australia we’ve been written about there too, and of course there are a ton of journalists writing about stories like yours everyday from Entrepreneur Magazine to small business section of New York Times. The important thing is to refrain from pitching them; just drop them emails about their articles, providing insightful feedback. You should comment on all their posts. They will inevitably ask you what you’re up to.
 
You should be able to move swiftly from steps 1-6 within 2 months. After those 9 aggressive weeks, you should go back to the programmers, angels and potential customers, and see if their decision to work with you has changed.
by Dharmesh Shah

Thursday, May 5, 2011

7 Steps to Disciplined Business Blogging

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Everybody and his cousin is blogging these days. All it takes is a template and a little time on your hands to have your thoughts broadcast on the Web.

An effective business blog, on the other hand, take a commitment of time, resources and intellectual energy. Unless you are committed to producing a quality, well-written blog and are committed to updating that blog on a regular basis, don’t even bother starting.

The worst business blogs are the ones where it is clear that the writer is winging it, just writing whatever comes to mind. A business must approach its blog in the same way it would approach any other marketing or branding campaign: with planning, staffing, execution and monitoring.

money online

By following these seven steps, your small business can take the first steps towards a highly successful business blog:

  1. Define the business goals of your blog
  2. Identify your target audience
  3. Allocate resources
  4. Create your editorial calendar
  5. Carve out time to write
  6. Listen to your audience feedback and adjust accordingly
  7. Get the word out

1. Define the Business Goals of Your Blog

Don’t blog because everybody else is doing it. Blog with a plan. Some business blogs focus on products and services, while others try to humanize the company by putting a face on employees and executives and providing a look into the company culture. For service providers, a blog can be a great way of demonstrating your expertise (you can demonstrate your capabilities through thought leadership or actual client histories).

2. Identify Your Target Audience

While this may sound crass, you are not blogging for your health. You are blogging for the health of your business. As a businessperson, you should know who you are trying to attract. If you throw out too wide a net, you will not be able to write the kind of posts that will be of interest to your specific demographic. You can’t be all things to all people, so don’t even try.

3. Allocate Resources

One of the biggest reasons blogs fail is because they are not budgeted for in terms of personnel and financial commitment the way other marketing efforts are. A blog is not a value-add. It is an integral element of your marketing plan.

For a midsized company, devoting a person to the task shouldn’t be difficult. If you are a five-person shop, it can still be done–you just need to find the appropriate person (or people) who will be responsible for the blog.

Some businesses make the decision to hire a freelance ghost-blogger. I have seen advertisements ranging from $20 per 150-word blog post to several hundred dollars per hour for high-level copywriters. The good news, if you can put it that way, is that the relative demise of print publishing has put many highly qualified freelance writers on the market, and you can hire quality writers for a fairly modest cost.

If you are looking for a freelancer, you can look on sites like MediaBistro or even look at the writers’ posts on Craigslist. If you’d like to put more of your own stamp on the blog, you can provide freelancers with bullet points that the writers can transform into blog posts.

4. Create Your Editorial Calendar

Leaving your blogging schedule open-ended is an invitation to disaster. Laying out a framework for blog entries over a period of time gives a business enforceable deadlines. As we all know, having hard deadlines hanging over your head can be a great motivator. The editorial calendar should not be considered to be etched in stone, however. Businesses need to be sufficiently flexible to add impromptu posts when news and business dictates.

Here’s a template to get you started.

5. Carve Out Time to Write

I can’t emphasize this point enough: If your blogging time isn’t a part of your calendar, then you are going to find ways to avoid the task. This is not a game! It is not a hobby! It is a business tool that should be treated with the same respect as other business tools. For entrepreneurs and small businesses, this may mean setting the alarm an hour earlier or setting aside an hour or two on your weekend.

6. Listen to Your Audience Feedback and Adjust Accordingly

As you know, blogs are not one-way streets. The comment function empowers your target audience and gives them a chance to participate in the conversation. If your audience loves your blog, they will tell you. Just as importantly, if they have issues, you need to deal with those as well.

Analytics can help you here. See which posts get the most traffic. See who is sharing your content. See who “likes” your content. All of this information can help you better serve your target audience.

While there are a number of analytics packages out there (some free, some at a cost), I suggest starting off with Google Analytics, a free and remarkably robust package that’s easy to install on your site.

7. Get the Word Out!

It’s great to have a blog on your company website, but that certainly limits your audience. There are a number of ways to get a wider audience for your posts.

The easiest path is to find other blogs that attract your target audience. See what people are writing about there and see if you have something meaningful to add to the conversation. Most blogs allow for links within comments.

Another simple trick is to announce each new blog post on social media sites like Twitter or Facebook. To get the title of your post on Twitter and still stay within 140 characters, shorten your URL with a site like bit.ly.

To monitor your success in social media, there are plenty of tools including Topsy, Facebook Insights or Hootsuite.

If you are more adventurous, then I suggest you reach out to appropriate blogs and offer your services as a guest blogger. The key here is that you have produced relevant content that would both be of interest to your target audience and is written sufficiently well for a broad audience.

Making It Work

If you commit to writing a business blog, then commit to having one that is well written, of interest to your target audience and is refreshed on a regular basis. A great blog can be a valuable business development tool. A lousy one can damage your brand and your reputation in your industry.

by Jon Gelberg

Advertising 3.0 – Movement Marketing

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Forget about ads. Spark a movement instead. Brands today can’t ignore the fact that the marketing landscape has radically altered in favor of movement marketing. There hasn’t just been a shake-up here, there’s been an earthquake.

Why? TV, print and radio have their place, but with the advent of social media and new technologies, everyone is online. Everyone is talking, and sharing. And so the opportunity is there for brands to be part of the conversation.

Cultural Movement marketing seeks to mobilize a brand’s audience via shared brand experiences, towards brand goals that benefit the brand, the consumer and society or culture. This marketing model is fundamentally better suited for today than the traditional purely product-driven USP models of the past.

Because, as I’ve said many times, it doesn’t center on the products. It’s an authentic, genuine sharing of passions between a brand and a customer. Smart brands, like Apple, are already aware of just how powerful this can be and have already radically altered their marketing approach.

Indeed, the StrawberryFrog team – including myself – will be explaining to marketing enthusiasts just how Cultural Movements are devised, created and launched in a dedicated workshop at the forthcoming Cannes Lions festival (19-25 June).

There’s no doubt Cultural Movement marketing is still ‘new’ to many. And so we aim to teach professionals of the future why it’s so important in these times that brands start the conversation and spark a movement. And why dollars spent on movement marketing work harder and achieve better results than traditional avenues. Because let’s not forget that thanks to the internet, mobile technology and social media, the whole world is your audience.

And if you get movement marketing right, there are potentially millions of people who will be ripe and ready to hear what your brand has to say. Who actively want to become part of it, a ready-made army of loyal brand advocates who encourage others to follow suit.

Sounds too good to be true? Welcome to the new age of marketing.

Join the movement @ScottFrog on Twitter

Posted by Scott Goodson