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The Social Media Fog is Rolling In

by · May 29, 2013

Well, we are definitely in the midst of the rise of social media…  It is no longer a fad.  It is no longer weird.  It is no longer just your kids on there.  The stodgy leadership of your gigantic company knows that social media can’t be ignored anymore.  The budgets are not only there to be spent, but are actually starting to swell.  There are people with enough experience to be hired to take on roles defined for the digital space.


The Most Bogus Metric

by · April 26, 2013

I love Twitter. I really do. Even when I have a beef with it, I recognize that it is an amazing tool connecting people and businesses and cultures and organizations and thoughts and ideas and revolutionaries. And it was built by a small conclave of guys who had no idea what it would grow up to be.

But there is a gap in our measurements, and it’s one that Twitter might make some real money while fixing the most bogus metric of all.


In Praise of Vanity Metrics

by · April 4, 2013

In a recent Velocity Content Marketing Hangout, Joe Chernov said something interesting. In fact, he said very little that wasn’t interesting. But this one made me raise an eyebrow that took a while to come back down.

Joe said, “Don’t knock vanity metrics. Sometimes they’re all you’ve got.” (or something like that).

I had just been writing a spoof post that put all vanity metrics into one big infographic hierarchy (provisional title: ‘Ego Candy’). But Joe’s little side remark made me press pause on that one and write this one instead.

Because, of course, he’s right (it’s annoying how right Joe tends to be).


Murder, Execution and Other Strategic Plans for Ambitious CMO’s

by · February 6, 2013

Chief Marketing Officers can’t rub out CEOs. It’s not fair because the CEO can surely deep-six the CMO. And if you’re a marketing exec intending to remain employed, you probably shouldn’t go on the record saying you don’t trust the CEO. However, CEOs can mistrust CMOs all they like. And they do.

In fact, according to a recent report by Fournaise Marketing Group, 70% of the 1,200 CEOs interviewed in their study don’t trust marketers’ abilities to deliver growth. A majority state marketing professionals are unable to prove ROI on campaigns. Ouch.

A little more fuel for the fire.

The report also says:


Making Fan Engagement Your Marketing Mantra for 2013

by · January 30, 2013

It doesn’t seem that long ago that I spent an afternoon figuring out how to build a Facebook landing page with FBML.  It wasn’t pretty; I’m a marketing dude, not a programmer.  Then, what seemed like sooner rather than later, FBML was gone and replaced by iFrames.  Yikes!   Just going to the Facebook Developer website gave me the willies.

Well — hooray for Facebook entrepreneurs… thanks to you I’m done messing with the complexities of a code-based approach and I’m in my milieu; evaluating and selecting marketing solutions.


Zen and the Art of Website Conversion

by · October 31, 2012

Long ago, before “social media” was a twinkle in Pete Cashmore’s eye, I used to build websites. Before that, I designed print flyers, billboards and brochures. The one thing that has never changed?

Nobody knows when to stop adding things.

I’ve been involved in creating websites since 2004, either as a coder, copywriter, project manager, webmaster, SEO, content manager, content strategist or some other capacity. In every single project, the client used the word “clean” to describe their ideal website design.

So why does nearly every website eventually end up a cluttered mess?

I don’t care. 


The Ball Or The Outfielder?

by · April 4, 2012

Have you ever been watching a baseball game, seen the batter drive a ball deep and hear the announcer or some fan near you declare that it’s a home run long before the ball ever clears the fence? It seems like some sort of sixth sense or intuitiveness that you can’t quite figure out. How did they know?

Here’s the secret: You’re watching the ball. They’re watching the outfielders.

FORT MYERS, FL - MARCH 09:  Outfielder Andrew ...

Pirates outfielder Andrew McCutchen (Image credit: Getty Images via @daylife)


How To Measure Content Interest Using Google Analytics and AddThis

by · December 29, 2010

A while back I showed you how to visualize user interest in your content. It was the last of a trilogy of posts on Content Interest Index (CII). Now here’s a real-world way that you can measure CII on your site. It uses Google Analytics and the social sharing application AddThis. Both are free.

What are the benefits of measuring CII? You’ll be able to see, right in Google Analytics, how many people are emailing, “Liking,” Tweeting and in other ways loving your content. This is particularly important for content that moves people to buy something. The more people who are interested, the more eventually purchase!


How Many People Actually Consume Your Content?

by · December 6, 2010

How do you measure the number of people your digital marketing efforts reach? More specifically for those of you using content marketing, blogging or similar activities on your website, how are you quantifying that success? Is it Google Analytics or other website measurement tools? Is it the number of RSS feed readers for your syndicated content? A combination of both?

To put it bluntly, if your CEO passed you in the hall five minutes from now and asked, “How many people read our blog each day?” what number would you quote?

Google Analytics v2.0
Image by vrypan via Flickr