You Don’t Have to Plan to Explore

Grand Prismatic Spring, YellowstoneMy new job has me traveling a bit. On one hand that means airport cuisine, countless nights camping out in hotel rooms and the constant complaining of my confused internal clock. But on the other hand it means exploration. Sure, my travel is business related…but I’ll gladly exchange lack of sleep for slipping away to check out new places after business is done.

I recently had the chance to explore Yellowstone. Well, at least as much as one can explore of that enormous park in two days. Aside from being one of the most magical places I’ve ever been, it reminded me that sometimes the best places to explore aren’t always the farthest away.

Walking through the kaleidoscope of colored hot vents in the geyser basin areas, I realized how reckless I’ve been for focusing so much on traveling to far away places that I’d failed to realize how many wonders there are right here in the states. Yellowstone is beautiful. Herds of bison litter the roadside, hot springs and mud pots collaborate to form an alien landscape and a backdrop of skies filled with the smoke of forest fires reminds you of nature’s humbling power.

Yellowstone wielded the best treasures of any place I’ve ever explored. The best part: Yellowstone was completely absent from my list of must see places. I will wander among the Nile’s pyramids, touch the Roman columns and breath the ancient Constantinople air…one day. But in the meantime, I’ll take many more detours.

Exploration is more about state of mind than about travel itineraries. During the couple of days I spent wondering what I’d find around the next bend, Yellowstone lent me something I’d lost along with my childhood: imagination.

I’ll be back to borrow that from Yellowstone again, soon.



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Followers Don’t Make an Audience

Tracking social media effectiveness is not easy. As more and more companies enter the social media waters, they all face the challenge of tracking the ROI from their efforts. This is not a new challenge or topic. But as the market is increasingly flooded with social media “experts,” I see more and more focus being put on the number of followers or friends, as opposed to tangible results.

The misconception is that followers or friends are an audience. These days though, companies and people collect followers and friends as easily as loose change in the couch cushions. (A test for you: open a twitter account, tweet a couple of thoughts, leave it alone, and see how many spammer followers you get.) As more and more companies venture into the space, with their own unique content, you’re competition for attention grows.

Again, just because people are following you doesn’t mean they’re actually listening.

Better metrics to measure are the response you can elicit from your audience, which gives you a better idea of your actual audience. How many responses do you get to questions posed on Twitter? How many comments do you get on blog posts? How many user-submitted photos do you have on your FB page?

But there are even better indicators  to measure. Integrating social media with other channels allows you to begin to tie social media into ROI. For example: how many email opt-ins have you pulled from your FB page, or from Twitter? How has your blogging strategy improved your search results for targeted keywords? How many lead gen forms on your site have you captured from traffic coming from your YouTube page?

None of these are all encompassing metrics, because every situation and campaign is different. And don’t misunderstand me, I am certainly not discounting some of the less tangible benefits of social media such as customer service, reputation management or word of mouth.

All I know is that when my boss asks me how effective our Facebook campaign has been, I’d certainly rather tell him that it gained us x email opt-ins, which netted us x new customers…then report on how many fans we collected.


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Gears + Netbook = Portable Power

I broke down and bought a netbook a few days ago. After doing my research, I immediately threw out all the research and decided on a Dell Mini 10v. I couldn’t find the ASUS Eee anywhere (way too impatient to order it online and wait for delivery), and compared to the HP and Acer netbooks, I found the Dell had the most comfortable keyboard and touchpad.

The first thing I did when first firing up my new netbook was install google gears. Then I setup gears with docs, gmail and calendar…which automatically created Chrome application shortcuts. Immediately, I understood where Google is heading with their announced release of Chrome “OS.”

My netbook is incredibly portable, and doesn’t sacrifice a whole lot in terms of keyboard and interface. And it’s completely built for the web. Combined with gears backing up all of my docs, gmail and calendar data locally, a netbook is a powerful tool, if used for what it’s intended for.

With gears, I can read and queue emails when not on a wireless connection, just like I would using Outlook offline. I can read and edit docs and spreadsheets offline, and they just sync with my online docs when I get to a connection. Works the same with google calendar. I’m free from the dependency on an internet connection and retain all the benefits of a web application:

  • All documents and revisions are stored on one web host to be used by my multiple computers, instead of different versions being scattered on different hard drives;
  • All the sharing and collaboration benefits of google documents;
  • Did I mention google apps are free (for personal use anyways)?

Netbooks are cheap, portable and extremely productive when utilized correctly. I now see what the buzz is about. Granted, gears would work just as well on any computer, and I don’t know why it took me this long to finally get what gears is all about. Something tells me it has to do with Office not being pre-installed on my netbook.

With Chrome “OS” slated to come out in a year or two, and the continued expansion of gear supported web applications, the possibilities are just beginning.  Working on the same document from any device, from anywhere and easily keeping your data in sync is a promising proposition.

If you have a netbook, check out google gears. It’s really a must have.

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Friends or Advertisers: Who do Consumers Trust?

In case you were unsure whether or not consumers trust recommendations from people they know, Nielsen confirmed last week they do. In fact, they trust their friends even more than paid advertising.

In Nielsen’s latest Global Online Consumer Survey, “recommendations from people known” was the most trusted form of “advertising.” Nothing shocking here. The survey of 25,000 internet consumers released last week also found opinions posted online sharing 2nd place, alongside brand websites, for the most trusted forms of advertising.

Interestingly, consumers reported a higher level of trust for all forms of advertising surveyed, er, except for newspapers. Something I found even more interesting, the surveyed internet consumers reported a higher trust for TV, newspapers, magazine and billboards than for opt-in email, search engine ads and text ads. Here’s the breakdown, per Nielsen:

trust_in_advertising

Word of mouth is dominant, as it always has been. The internet has empowered word of mouth to spread much further and faster. We’re sharing the same product opinions with each other that we always have, we’re just doing it online and with an exponentially larger audience to exchange our product experiences with.

Of course, smart companies are using their website (2nd most trusted) as a place for consumers to have those opinion conversations. And the even smart companies are out on the web monitoring the off-site conversations about them.

I was a bit perplexed by the “emails signed up for” being in the latter half of the pack. Afterall, the recipients did sign up to receive them.

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Why Aren’t You Subscribing to RSS Feeds? It’s Really This Easy…

Back in October of 2008, Forrester released a report that consumer adoption of RSS had only reached 11%. Albeit, this is partly because many consumers don’t even realize when they’re using RSS, as in feeds aggregating content to sites they frequent. Still, I was shocked.

Then as I was visiting a friend, who still read the <gasp> newspaper every morning, I realized that we interactive types sometimes live inside a cocoon of geekiness. I didn’t think anyone still braved ink-stained hands and paper cuts with archaic newsprint. Google Reader is my morning newspaper; I just assumed it was everyone else’s too.

I’ve found myself trying to explain RSS countless times since. Here’s the best way I can put it: instead of remembering every blog, news site and outpost of information you go to on a daily basis to find information, you tell them all to deliver their new articles, updates and postings directly to you. That way, all of your sources of daily information are consolidated into one simple place for you to read, digest and enjoy.

It’s like creating your own daily newspaper made up of only the sources of information you choose.

The Middle “S” is for Simple – They’re Not Lying

Don’t worry about all the technical speak surrounding feeds and RSS, just pick a reader. I recommend Google Reader. If you don’t have a Google Account, sign up for one. If you already have one, then you already have a google reader account.Now you just need to subscribe to feeds.

Go to one of your favorite news sites. Look for the standard RSS icon:

RSSicon

Click on it and you will be asked how you want to subscribe. Click on Google. You’ll then be asked if you want to add to google homepage, or google reader. Select “Add to Google Reader.”  You may be prompted to log in to your reader account, in which case you know what to do.

You’ve just subscribed to your first feed. Now go to all your other favorite sites and do the same. You’ll end up with a Reader interface that looks similar to mine:

GoogleReaderSnapshot

From now on all you need to do is come to your reader page and read all the latest articles from all of your favorite sites, in one place. No more having to go out and check sites to see when they’ve posted new content. Here’s a couple of tips to get you started:

  • All your feeds are on the left sidebar. The number of new articles for each site will appear in bold next to it’s title. You can read through articles from all your subscribed sites, or you can click on individual sites to read only the articles from it.
  • Click on settings in the upper right. Once there, click on the subscriptions tab. Here you can put each subscription into a folder. This helps you organize all the different sites you’ve subscribed to. As you can see from my screenshot, I have several different folders to help me organize the subject matter of the hundreds of feeds I subscribe to.
  • You can add friends within Google Reader, which is a very good way to see new content. Likewise, if you “share” one of your subscribed pieces, all of your friends can see it as well.

Other Practical Uses for RSS

Besides keeping up to date with your favorite news sites and blogs, there are other ways to use RSS too:

  • Craigslist – are you searching for a particular item on craigslist? Look at the bottom of a category page, or at the bottom of your craigslist search query page. You’ll see an RSS subscribe button. Subscribe to it and every new posted item that fits your search criteria will appear in your google reader. Subscribe to the search query in several local cities, put them into a “Craigslist” folder in your reader, and you suddenly have an easy way of monitoring for when someone posts that item you’re looking for.
  • For monitoring mentions of your brand: most social searches can be subscribed to by RSS. So subscribe to your brand on search.twitter.com, backtype.com, delicious.com or any other social search you want. Put all the subscriptions in a “monitoring” folder in reader, and you don’t have to keep checking the searches – they all come to you.
  • To continue that point, Google Alerts and Google Blog Search can also be subscribed to via RSS. Again, aggregrating anything you want to monitor directly into your reader.

As you can see, RSS is not only easy, but it’s incredibly powerful and useful. If you’re not already using RSS feeds to pull all the information you’re looking for into your own central repository, there’s no better time to start.

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