Welcome to the Scarecrow Business Marketing and sales show
By the Wizard (Andrew Ledford)
Online Social Media Marketing Pitch
The first and foremost objective of this project is executing an effective social campaign. Being successful with social media involves more than just posting to your targeted social sites every day. You can read some of the elements that go into cultivating a successful online community on this site and my personal website. Probably one of the most important elements is understanding your audience and then dedicating the time needed to build engagement.
I have seen some of the videos the company I was approaching has done. The owner seems to do well on camera. I do believe with the right platform this business could have a successful YouTube channel. The owner is a subject-matter expert and has an outgoing personality that should work well on camera.
From doing a quick look at this business’s website and social profile it looks like they may be targeting a demographic that overlaps with Pinterest users. While they have a Pinterest account they have not used it. I happen to also have a Pinterest board that would complement the company’s area of interest.
In addition, there are some minor social media sites sites that could be quite beneficial for this business. I would have mentioned these in the video, but I no longer do free social media strategies on the hope of getting the job.
From the quick audit I did, it looks like this business is local and primarily works in their local area. The local nature of the business is the reason I recommend mingling some face to face networking with the digital marketing.
You ask, why do face to face? Because I think it will provide a way to get some local links back to the site. Yes, I think offline marketing can help with online marketing efforts. These links are now very important for ranking in Google local (Google My Business = GMB) and maps.
I wanted to do something a little different to help with their Search Engine Optimization (SEO.) I thought using a tactic other online marketers aren’t using would create a competitive advantage. It’s also a tactic that would effective utilize some of my hidden skills and complement the owner’s personality. Google local and Google maps have changed how and who they rank, so getting the local links will be important, especially if there are other similar business in close proximity to this business. The rules involving the proximity to other like businesses has recently undergone drastic changes.
I also think a little community outreach would be beneficial for getting referrals and reviews on some of the important minor social sites. We could call this dim social. It’s not quite dark social, but it’s not mainstream or open either.
This is a very short post. I can assure you the video took much longer to produce than text for the post.
If you would like help with your local marketing, SEO, Social Media or video marketing give me a call or contact us online.
Scarecrow Business Marketing and Sales Show – SEO, Episode 1, intro
If you prefer reading to watching here is the text from the show.
Welcome to the scarecrow business marketing and sales show
I’m your host the scarecrow.
I’m a thinking about calling these here SEO shows Cornfield Friday. We don’t have any corn yet, but you know I like corn, and it kind of reminds me that mmM OZ SEO show.
Well, lets get on with the talking
You know me and the wizard, we like learning about SEO. SEO Stands for Search Engine Optimization and focuses on growing visibility in organic search engine results. That organic SEO is a little like organic farming. Instead of paying for high priced advertising to fertilize our growth, organic SEO is all about getting non-paid search engine results. SEO involve both the artsy and creative side of things, but you also need the technical parts thrown in there too. In SEO you combining these two parts to improve rankings, drive traffic, and to increase awareness through those search engines.
SEO has a whole bunch of parts. Yep, there’s the words you use, that’s real important, and how your website is put together can make a powerful difference too. Even how other websites link up with your home on the web can impact your search engine rankings.
These days SEO is as whole lot about being right neighborly. It’s about making your site people friendly as much as it is about making it bot friendly.
Those Bots are the spiders that go out crawling through the web. Yep those bots sound kind of creepy like something from the Haunted Forest of OZ. Just like the evil trees in the Haunted Forest if those bots don’t like you they can crush your website and no one will ever see it again.
But its not really the bots that are dangerous, it’s really the ever changing algorithms. Those algorithms that control the bots are the things you need to worry about. Yep, those algorithms are sort of like the witch controlling the blue flying monkeys. Sometime it’s a good witch that wears the monkey controlling Golden Cap and sometimes it’s an evil witch. All that there algorithm magic is made up of some fancy mathematical equations. Yep, those algorithms use some highfalutin arithmetic to determine if folks see your website or if your websites gonna be buried under a bunch of tornado debris.
Stay tuned to the same Scarecrow channel, There’ll be more SEO learning in future.
and that’s the way it is.
If you would like help with your SEO, Social Media or video marketing give me a call or contact us online.
One of the requests I get most often on Google Plus is for me to stop sending notifications about new posts. First I have to say, I am not intentionally sending anyone new post notifications. Usually these notifications are requested when someone signs up for or subscribes to a collections.
How to turn off G+ collection notifications
You can quit getting notifications by going to the collection you want to stop the notifications from and clicking on the bell icon. That should do it.
If you are in an android phone you can also go into your settings and toggle notification from on to off.
How to turn off Google Plus collection notifications in three easy steps.
Open Google Plus
Navigate to the collection you want to stop notifications from
Click on the bell icon
When doing this post I noticed that Google has improved the notification opt in message on my Chromebook. I don’t remember exactly what it used to be like, but I do remember that it was very easy to accidentally click the Get Notifications popover right after subscribing to a new collection. At least on my Chromebook the message is now moved away from the follow button. I have accidentally subscribed to notification several time on the Chromebook and I’m much more familiar with the G+ interface than most people.
The Get Notifications popover is still over the button on my desktop. But the larger screen makes it less likely that you will accidentally click the subscription popover.
If you need help with your social media give me a call, I do personal consulting and coaching in the Southern California area. Andrew Ledford 562-423-1691
The Scarecrow thinks a business sign is a terrific old school business strategy that can have a wonderful new modern twist.
This Business Sign video is a new New Media Mingle presentation. While the Scarecrow and the Wizard both love digital and new media, we also like traditional media too. I don’t think you can get much more traditional than a good old fashion business sign. Yep, a business sign at your location is wonderful for branding and it helps people know when they’ve arrived at the right location. Without a business sign people can end up all over the place, even at one of your competitors. Yep, if your competitor’s sign sticks out, your clientele could go right past your location and end up someplace they didn’t want to go.
In the age of Mobile Marketing, Business Signs Are Still Important
Even when people use the internet to find a business, the first time they visit you, they’re probably looking for a sign. That sign is going to direct them right where they want to go and where you want them to go too.
I’ll bet you, signs were used even before the Neolithic revolution that ushered in the age of artistic expression. That was back in the Stone Age, and you know what, signs are still going strong. I have seen very old Babylonian and Mesopotamian boundary stones that told people who owned a certain piece of land. Those signs of ownership had a whole lot of information on them. The boundary signs would tell about the owner and give other useful information. These ancient signs of authority and ownership used both pictures and text. That’s a lot like a modern business sign, isn’t it? The Greeks and then the Romans also liked using signs. I have seen some real interesting signs from way back in those olden days.
But now we have some wonderful new sign technology. I think the LED signs are fascinating. They can do magic with your business name and message. By mingling the ancient art of the sign and newfangled high technology, we can accomplish some truly spectacular visual pageantry. Just think, your business can now be the center of and the star of a light show only dreamed of a few years ago.
A business sign is about the best hyperlocal marketing you can invest in. If you have a good sign, everyone in the general area will know it, and they will in turn know about you too.
If your sign is artistic it can also serve as a kind of branded entertainment. Not many signs reach this level of fame, but some do. If you have a sign that is so popular that people come by to take a picture of it, you have reached branding nirvana. These high profile signs are the new landmarks. The cool thing about photogenic landmarks is that they are popular selfie stations. Yep, you will have all kinds of people come by for a picture to share with all their friends on social media. Talk about some ROI. Your sign then becomes your personal social media specialist. Heck, I bet a popular sign is better at getting influencers to post about a business than a year’s worth of emails from a PR firm soliciting mentions. That makes your sign an influencer marketing tool that could in itself be worth lots of dollars.
I’m a big fan of signs. I have been posting about fancy and unique signs for years. I am particularly fond of the many eye catching signs in Japan. Some of those signs are simply amazing. You can see a lot of the the signs I find most interesting on my media and marketing Pinterest board.
I bet I could go on talking about sign for a really long time.
If you are interested in getting a special business sign for you company, give me a call. I am working with some of the best sign makers and manufacturers in California and I would be happy to see what we can do for you.
Andrew Ledford (The Wizard) and the Scarecrow at
I have been planning on doing an On The Road Antique show for over a year. While these short videos are not complete shows they will provide some entertainment and insight until there is a sponsor or a local antique shop that would like to sponsor the show. I plan on doing the shows somewhat like a PBS antiques roadshow video.
There is some difference between the branded entertainment shows we will produce and the PBS antiques roadshow. The main difference is that the new shows will feature items antique dealers have for sale and there will be a host to help keep things moving along. Even though there are not many items brought in by the public, it will still provide PBS like educational information that is also entertaining. Combining entertainment and promotion is what makes branded content so powerful.
There are a few local antique malls who have shown some interest in highlighting their vendors. I have also chatted with a few of the antique dealers who rent space at the malls and they are in favor of the idea as well. So I know there is interest in the ides. If you own an antique shop is this a promotional project you would be interested in?
I always learn something new when talking with a knowledgeable antique dealer. Video would be the perfect way to bring the wealth of knowledge these folks have accumulated over the years to the net-citizens of the world. I think we could appeal not only to the local collector community but also attract a worldwide audience. The right kind of video content could expand a dealer’s online footprint and grow their clientele.
There are a few more of these short videos planned for the future. New videos will be done as I find more antiques and collectibles around the house.
If you are an antique dealer I can also help develop and/or refine a social media strategy for your antique business. Because every one of your antiques or collectibles has a history, video is the perfect way tell its story. Through video we can promote your antiques and collectibles not only by highlighting the physical aspects of the item or artifact but also tell about the backstory and provenance that adds to its value.
Canvassing is a form of engagement marketing, this article will help those looking for door to door canvassing information and managing a department.
Canvassing is a form of engagement or experiential marketing where the company or political representative interacts with the potential customer or constituent face to face. This is usually thought of as going door to door. Homeowners are usually the focus of door to door marketing, but stopping by or cold calling businesses can also fall within this definition.
History of the word canvass (as in door to door canvassing)
It seems that the word to canvass is associated with sifting ideas as though sifting and separating grain from the chaff by tossing on a piece of canvas. In the early days it was a way to put yourself and your ideas out in public for others to examine.
This article is the results of my research on door to door canvassing for a job proposal.
From a Friday to a Sunday I spent over 30 hours researching what goes into building a door to door canvassing team. I did this as a proposal for a company I wanted to work with. I am offering the insight I gained to my readers who may be interested in this type of marketing. For some reason I find the subject of door to door canvasing quite fascinating. I have participated in canvassing as part of political campaigns and I have also done some door to door canvassing to increase awareness of my public access Television Show. I have also done engagement marketing in stores to generate leads for a home improvement company. It appears that door to door marketing combines all three of these experiences.
Effectiveness of canvassing door to door
One of the first things I noticed in my research is that door to door canvassing can be quite effective. Many businesses are finding it harder to reach people with outbound telemarketing. The reason for this is a lot of people are now on do not call lists. In addition, a lot of folks don’t even have a landline and only use a cell phone.
No matter what you think of door knocking, political canvassing campaigns have proven that it does work. I think we could make canvassing and door to door campaigns work even better by using integrated marketing that also includes digital media such as mobile, online, video, and social media?
In political campaigns canvassing is more than twice as effective as calling on the phone.
By studying the lessons of political canvassing we can develop better insight into door to door canvassing for business and sales.
Is door to door selling sustainable?
While door knocking is still effective if overused there will be a backlash that will bring harsher laws and diminish its usefulness. Many local governments have already implemented laws to control door to door canvassing. There are always several people per neighborhood who very much dislike people coming to their door uninvited.
I predict in the future, local governments will establish an allocation system to divide and regulate canvassing zones. When local governments do regulate door to door canvassing it will become much more expensive. By following the rules and developing polite, considerate, and courteous policies as an industry standard we may be able to postpone overly hash regulations.
What kind of products or services are best for door to door sales
Compared to other types of marketing, canvassing has a relatively high cost, therefore products or services that generate a high lifetime customer value do best. Some good candidates for door to door marketing are products or services with recurring sales or charges. Several that come to mind are financing, food delivery, lawn services, pest control, water filtration, magazine subscriptions, home alarm and security services, as well as cable TV and internet services.
Another category that can work well for door to door selling are high ticket services like home improvements and construction. Solar is one of those product that can hit both of these. New roofs can be good too.
Traditionally products that need some consultation have done well using door to door marketing. A few that come to mind are cosmetics and beauty products, think Avon, as well as vacuums and cleaning items.
From what I can tell there are two basics style of initial engagement for door to door sales. The first is to give a company name and the canvasser’s name.
The second gets right to the point and leads with neighborhood information and tries to look and sound official.
Just about all blogs, articles, and videos online recommend sticking to an assumptive close. These can range from conversational and friendly to high pressure.
The presentation after the initial greeting can be quite varied. I developed three sample presentation as part of my proposal.
One was a traditional introduction pitch/presentation
The second was more official, leading with neighborhood information
The third was an official sounding questionnaire.
If I was organizing and managing a canvassing department I would test them all.
Craigslist canvassing ad intelligence and research
For many people, working as a canvasser is quite challenging. The pay ranges from minimum wage to about $25 an hour with commissions. Most businesses are afraid to put what they pay in a help wanted ad. Personally when I see no pay I think that means minimum or just above minimum wage. Some companies pay a bonus ($500 ) for staying with the job for 1 month, others do it at 60 days.
Many companies pay canvassers form $13 to $16 an hour. Some of the solar companies pay up to $25 plus commission. A couple water filtration companies have a base pay of around $2,000 a month, I know at least one of these is part-time.
I read one ad that pays $12 an hour plus they buy lunch.
Many companies mention the chance for upward mobility.
Quote from a solar ad – “Up to $1000.00 per closed lead plus weekly base pay and overrides on your team. Commissions are paid on the size of the system. Minimum is $500 Max is $1000”
One of the most important parts of succeeding at this kind of work is good company training. Sending people out on the street to do door knocking without the right training will make the individual salesperson less successful and it will be less efficient for the company as well.
Some companies have quotas. If you work for a company with quotas and no training and you do not have experience in door to door sales, be prepared to not last very long. You may be one of those who is very gifted and you’ll do fine. But the odds are against you.
The two things to look for in a canvassing job are good training and upward mobility. It’s best if the company is interested in investing in you and has a path for your advancement.
Many companies mention the chance for upward mobility. Some ads use very weak and vague language. These ill-defined stepping stones to career advancement amount to unclear wishful thinking. They often seem to be afterthoughts that are added on as a semi-desirable lure meant to catch extra hungry fish. When I see a wishy-washy description of future opportunities it appears the company is only looking for throw away labor.
A canvassing help wanted ad needs to show a clear path to growth and upward mobility, not just empty promises or hopeful wishes. Career advancement and having achievable goals to work toward are some of the most important elements for employee satisfaction and retention. Since retention is a huge problem with managing a canvassing program, descriptions of career advancement become an important part of the recruitment process.
Canvassing manager salaries
Glassdoor says the average salary for a canvassing manager is $42k – $45k.
If you manage a solar canvassing program you can make $100,000 a year according to indeed. I have read that $80,000 to $120,000 is reasonable for developing a canvasing program and running it. Especially if it covers several geographic locations.
Building a new canvassing department is not easy. It requires the dedication of resources and a commitment by management. Many people warn that it may take several tries before a business finds the right formula or system that works. It seems that three attempts is not unreasonable.
If you have determined that canvassing is a good marketing strategy for your business and your first attempt doesn’t work, don’t give up too soon. Take what you’ve learned and give it another try. This trial and error approach can be costly. To mitigate the cost and increase your chances for success do as much prelaunch research and planning as possible.
There are three main areas involved in running a door to door canvassing department. 1 Hiring 2 Training 3 Management
It is my understanding that hiring is extremely difficult in this industry. The job has a negative stigma, it’s hard work, there is rejection in spades, and a lot of people really don’t want you on their property. In addition it appears that a lot of companies think of canvassers as throw away workers. It’s not uncommon for companies to also have such low pay that if the commissions aren’t coming in, people quite to do something easier.
I have read on many forums that even when hundreds of people respond to ads only a few to none show up to interview. I have also read more positive comments as well, but it seems no one has an easy time recruiting.
There is also a lot of churn. Not only is it very hard to get good canvassers, but keeping them is just as difficult.
One of the greatest skills of the canvassing manager is hiring well. From my research, reviewing applicants and interviewing them will take about 8 or more hours a week. I don’t think that includes advertising and/or outreach.
There is a lot of deception in help wanted ads for canvassers. I have seen numerous extremely vague ads making the job seem almost enjoyable. A lot of them look for sports minded people or those that are persistent. While these are traits that will help with doing door to door canvassing, there are other variable that contribute to success as well.
I think that recruiting should be done just like any other marketing. First I would start with a recruiting website. The website will give someplace to send people who develop interest from your help wanted ads and advertising. It can also highlight the company values and lifestyle. Of course since I am a video guy, I think it should also include video.
Next I would post in help wanted directories and classifieds. The ones I would start with are
College job boards
Facebook jobs (its new)
LinkedIn (on linkedIn canvassing jobs have very low application rates)
Monster = $250 per month – I would not start with monster, to use this you should have a well defined canvasser profile to advertise against.
To accomplish the best recruiting results you’ll need to develop a persona for the ideal canvasser. These personas will be used as your canvasser profiles.
I would start with A/B testing posts on craigslist and Facebook. I also think targeted ads on Facebook might work well. That is until a lot of people start doing it. Run Facebook ads targeting those who fit the profile of your ideal canvasser.
Look into college job boards and get recommendations and referrals from the college financial aid counselors.
There should be recruitment literature to give out (business cards, small postcards, etc.) There are usually several people in a good sized company who can give a job recommendation to someone they know who’s looking for a job. Field crews can also recruit when they meet people interested in your company.
Create a well defined and clear path to growth and upward mobility, not just empty promises or hopeful wishes.
The selection process
There should be a behavior profile that is used in the selection process. You may need to go to an outside company for this.
First do a phone interview
Then face to face
If they pass the training they go into the field
Additional recruiting resources:
Resume search sites, these are somewhat expensive and I’m not so sure how effective they will be. They will be much more effective if you have an accurate persona to work with. It would cost less than a dedicated one on one community outreach recruiter. The one I priced was $575 per month for 100 resumes. However, the resumes look like they are of questionable value. You could get better results by doing better and more refined searches. To do better targeting you would need to have a good canvasser profile. One On One Community Outreach
Home depot (most people I know at home depot do not want to confront customers to ask for a lead or sale. But there are some who will)
Online Outreach – I am still researching this one I thought Reddit may be good, but looks like that’s not the place. I am now looking at Twitter. I think Twitter would be effective if you used third party software to find the right people. There are a few business canvassers on Twitter, but when I looked, it was mostly political canvassers in the UK or Ireland. The post I found most amusing was with a tank and machine gun asking people not to be too hostile to canvassers. If you’re using Twitter think about setting up a dedicated Twitter account just for recruiting.
If you hire well everything else will be easier.
Training should be based on scripts. Even if you let you people adapt to the situation and ad hoc opportunities, everyone should learn the script. The original part of the presentation should be scripted and so to should the answers/questions to overcome objections.
I think learning how to get more information and helping homeowners make a wise choice is the most important part of the training.
From what I have discovered in my research it is advisable that whenever you give more information to test with some kind of assumptive close.
Overcoming objections is a huge part of the conversation, but you need to close. In Fact you should always be setting up the next friendly assumptive close. If it didn’t work the first time it was just a test close. Move on, get more information, give more information, and then try another close.
Your salespeople need to overcome objection and close without thinking about what to say next.
It is recommended that you do not allow your canvassers to schedule appointments. Have them get the information. Getting the information can be an important part of the final close. After they get the required information they can call the office to confirm the appointment time and date in front of the customer. Next they put the customer on the phone to confirm and actually make the appointment. I have found this to work well when lead generating in stores as well. Again it can be helpful if the canvasser has a scrip for this process.
Door to door canvassing is regulated by local governments. Regulations can range from simply alerting the local officials you are in town to fairly expensive and restrictive licensing. Your organization will probably need a separate license for each city where you do door to door canvasing.
It’s management’s job to know and be responsible for researching and documenting the ordinances and regulations. In addition, management should maintain other important details and contact information on local law enforcement, city planning departments, and licensing departments for each canvassing zone.
There needs to be training for canvassers in how to politely respond to the arrival of police. Another problem that can come up are neighbors trying to keep the community safe and crime free. In various business capacities I have encountered both of these problems.
To maintain a uniformed response and prevent as many problems with authorities as possible, standardize your representative’s response with a scripted reply. Develop a “response to authority” script, just like you develop a sales script. I have had people threaten to call the police on me and I have had a few people say they are going to report me to the city for littering. It is important to note that If you pay for a license you are canvassing if you don’t you are littering. If you litter you may incur the fines for littering as well. I do believe the fines you receive for littering are more expensive than the canvassing licenses.
Develop official policies for standardized, and may I add polite, community interactions.
There needs to be training in how to avoid upsetting homeowners. Polite and courteous behavior will help avoid negative interaction and possible encounters with authorities.
Some behaviors to be avoided are knocking too loudly on the door, machine gun doorbelling, knocking for too long, and one of the big door knocking mistakes – ignoring the “No soliciting” signs.
What are the door to door canvassing laws in the areas you operate?
It’s management’s responsibility to plan for problems and most importantly prevent as many problems as possible.
You can usually get information about canvassing laws from the business licensing department. I would suggest keeping a copy of the canvassing/peddling laws on file along with city phone numbers.
It’s a best practice to have an attorney look at the local ordinances and draw up a letter stating how you are in compliance. Once you have the letter don’t leave it lock in a drawer. Furnish the letter showing legal compliance to your canvassing department. All those who may encounter the police or other authorities should also have a copy. This includes door to door canvassers, Field managers, and the canvassing manager. Some cities require canvassers have a copy of the permit on them when in the field.
If police arrive a well thought out response should diffuse the situation. However, if they do say you can’t canvass an area don’t argue. Good planning will ensure you can still put in a full days work. There should always be a standard standby location in the event it is needed.
There are other times a standby location may be needed. Two I can think of are if there are swarming bees in a neighborhood and aggressive loose dogs.
Picking the canvass area
Depending on the extent of you canvassing campaign it may be good to start door knocking in neighborhoods where you already have customers.
It’s recommended that you keep a list of all the streets in each of you canvassing zones. Standard information should include listing the year the house was built, home values, neighborhood affiliations, and last door to door and/or phone campaign dates.
Data and tracking the houses visited.
There are varying levels of doing this from simply listing the neighborhoods visited to keeping detailed information on each house.
Collecting detailed information
Set up a database in which to keep track of houses visited. Create a spreadsheet for each neighborhood with columns showing the address, if a canvasser spoke with someone, the date visited, the person’s response, and follow-up plans, such as a consultation. If you are doing other types of direct marketing in the area it may be wise to include these as well. I do believe there is an app that can help track this information.
One low tech way to do this is to have the canvassers fill out the paper version of the spreadsheet while in the field. Then at the end of the day it is entered into the database by the office.
I think if I was setting up a canvassing department as part of an engagement marketing company I would outsource this to an office assistant or a virtual assistant. If I had a good crew that was stable and not transient I would use an app.
There are phone apps for this purpose and they may be worth investing in. ‘the ones I have seen provide a software as a service model. So you will need to pay a monthly fee and the costs go up with your activity. I think you could also set this up as part of a company website. You may also want to look into creating your own online app to access this part of the company website.
Keeping detailed records may take more time than both the canvassers and management want to invest. Collecting data will take time from door knocking. I think canvassers will look at doing paperwork as taking time away from earning commissions. To maintain morale and cut down on churn it may be necessary to pay more per hour if you require filling out paperwork. Inputting data by the canvassing manager may also take too much time from a more than full schedule. I have read that it’s not uncommon for a canvassing manager to work over 65 hours a week.
This detailed canvassing information can also be used for recruiting. However, you will need a little additional information such as which houses you received an appointment/lead from, which houses you made the sale with, and the commissions earned on the sale. If you can show new potential employees how many houses the average canvasser needs to visit and the number of sales they make with commissions it will make recruiting easier.
Assigning daily canvassing areas
Print maps of the neighborhoods you plan to canvas. Print directions to these areas as well. Make sure you have directions from one area to the next, so drivers don’t spend time getting lost. Each canvasser needs to have a map illustrating the string of houses to be visited and it’s also advisable they have a cell phone. There should be an agreed upon place to meet when the string of door knocking is over.
There should be safety procedures in place to address canvassers well-being and emergencies. Pinpoint the location of emergency hospital in the area and provide police and animal control’s phone numbers to your drivers and field managers. Reporting stray and loose pets can be a sensitive issue. Employee training should also go over how to handle encounters with animals.
Have a checklist for you field managers and/or drivers.
I have read that wearing a safety vest increases initial acceptance by homeowners. I have also seen that having a large photo identification badge with the word Permit on the top is helpful. The badge should also have the company name and the canvasser’s name. I think I would use both of these if I was doing a door to door canvassing program.
I would also suggest dressing business casual, such as khakis and a polo shirt or button up shirt.
From spending a lot of time walking and other physical activities I think good shoes may be one of the most important parts of dress. If your sales people are uncomfortable they will not be at their best. In the summer make sure to provide plenty of water.
That about does it for my brief summery of starting a canvassing department. I do hope this helps those looking for door to door canvassing information. It should also prove helpful for those who are thinking about whether a door to door marketing strategy will work for their business.
When Social Media Marketing Will Hurt Your Business More Than It Will Help.
This post came about because of a somewhat challenging marketing problem a friend, who at one time was a client, introduced me to. My friend referred me to an online company who was looking for some marketing guidance and thought I could help. I went into the interview not really knowing what kind of help they needed. I did know they were an eCommerce company and had been around for several years.
Social Media and SEO as eCommerce Objectives
They said they wanted to increase sales through social media, improve their SEO, and they were also interested in using video. I thought, perfect, those are all areas I have some expertise in.
They seemed a little concerned that I hadn’t used their preferred content management system (CMS.) But I didn’t think posting on their CMS would be a problem. To be extra sure I could use their system I build a site using Magento over the weekend. This is the CMS they were using. I talked with them on a Friday and by Monday I had installed Magento, learned to do several different kinds of posts, and I also had a chance to do a quick SEO and social media audit.
My eCommerce Test Site
There is not much on the site I put together, but it did give me insight into this CMS. Here is the site and it is for sale if anyone would like to buy it. http://beautyandwisdom.com I added a few things I had around the house as test products for the site.
The biggest insight working with Magento was learning about its search engine optimization (SEO) quirks. It doesn’t look too bad, but there are a few things I found interesting. I really need to take a look at it in Google Search Console. One thing that bothered me at first was that most of the online audit tools didn’t see the H1 tag. When I look at the source code in a browser I can see they are there. I also think there are some add ons that would help improve the SEO for these sites.
The quick SEO audit I did showed that their site did perform better than 50 percent of other sites. Technically it seemed okay. Although I did have some questions about the backlink profile.
Website Copy Was Technically So-So to Okay
While the website functioned well enough the copy needed some work. It read like it was written by someone who was highly skilled at English as a second language. There was nothing really wrong with the text, it just didn’t read well. Oh wait, there was one huge problem with the copy and text.
The Big Marketing Problem
The biggest problem I found in the text, with the website, and the business objectives is that much of the text was misleading.
The social media audit proved that customers felt the same way. If I was to develop and implement an effective social media strategy for this company they would need to change their entire value proposition.
I would not recommend using social media marketing until the website fundamentals have been improved.
You can’t do effective social marketing if people have mostly bad things to say about buying from you. I could get social buzz for this company, but without change, I think it would be more harmful than helpful.
I wrote an overview outlining what I thought needed to be done but they never got back to me. I also wrote a sample post as an example of what would be needed for an integrated strategy to boost sales, provide internal links to site videos/products, increase positive social comments, and get back links. In the long run this type of site strategy would build the trust needed to move customers from buying on third party sites to shopping on the company’s site.
This would not be a quick fix and would require cooperation from the entire management team.
I did not put together any suggestions for a separate video strategy. I though in the beginning the videos would be used in a rather straight forward way to support the site revision. My plan was to start with product videos. While product videos aren’t my favorite type of video they can be done with some artistic and business creativity. Sometimes it is best to start with the basics. While the video usage did seem basic, it had a subtle but very important purposes of developing a market oriented mindset in management and to promote a company culture.
I imagine they thought the cost and effort was a bit more than what they wanted to invest. They will probably do just fine sticking to their current strategy and tactics. But, it will be informative to see how they evolve over time.
Scarecrow Puppet Project From Concept to Creation.
My Scarecrow Puppet Project started with two events.
The first event was at work when I was chatting with a colleague about engagement marketing and lead generation. Ever since I started doing experiential marketing I have wanted to use more props and a puppet. The first puppet I was thinking of for my engagement marketing job was a tiki, but a friend did not think that would work so well.
The other event that defined the Scarecrow Project is after seeing a client I started thinking about how using computers (brain) can maximize the effectiveness of a business. The first thing that popped into mind was the scarecrow singing if I only had a brain. That was a fairly strong visionscape that has driven the theme and direction of this entire project, promotional campaign, and possibly my business as well.
The scarecrow myth is a good little narrative that fits many of life’s struggles, goals, and dilemmas.
While planning on how to use the puppet for a street performance I started researching American history. I started thinking about American history between the mid 1700s through the early 1900s. One thing led to another and I went from pioneers in the Ohio valley up to the 1939 Wizard of OZ movie.
What I was looking for was some Americanism that tied everything together. Well, you know what, I found it. Yep, I found a thread that connected several events right up to Lyman Frank Baum books. If you guessed he is the author of the Wizard of OZ, you would be right.
The story I uncovered is a long journey of twists and turns. I will tell more about the story in the future.
The Scarecrow Puppet Build
I started off planning to build a modified Japanese bunraku style puppet. Bunraku is a traditional Japanese style of puppetry that officially was started in 1805. Although it’s based on an older style of puppet performance called ningyō jōruri which is from the early 1600s. The bunraku puppet is operated by three people wearing all black. The main puppeteer controls the right arm and the head, the second puppeteer controls the left arm and the third puppeteer controls the feet.
The bunraku puppet arms are controlled by a somewhat sophisticated rod mechanism. The head is made by a master craftsman and can feature several styles of special effects.
Another interesting aspect of bunraku that’s different from my style of presentation is that in bunraku the puppeteer does not speak. In bunraku there is a special narrator sitting to the side of the main performance. The narrator is also accompanied by a musician. I have been thinking about how to incorporate this feature into my performances as well.
While I have kept some of the basic concepts, the final puppet turned out quite different than my original plans. My original plan was to make a traditional bunraku style body and rod mechanisms for the arms. The original head was going to use a combination of a traditionally placed head using the modular design that I am currently using.
However those plans have been modified many, many times since the initial impetus for the project. What I ended up doing is using a Halloween skeleton as the foundation for the Scarecrow character. This decision has had a huge influence on the project and how it has progressed.
One thing I have learned is that each design decision will have a far reaching effect on the overall project. If I was aware of how the project would be implemented, I would have done the build a lot different. Not only have I changed the design several times, but the scope of the project has changed as well.
Originally the project was going to be used only for a street performance to support my “On The Road” Public assess show. I also wanted to build a business directory to highlight some of the places I enjoy in Long Beach.
Now I would also like to use it for other types of engagement marketing as well. Perhaps promoting Long Beach businesses or special events. I have also thought about using the scarecrow on Hollywood Boulevard to encourage tourists to visit businesses that have a listing in my local directory. I am always coming up with ideas. I know I could come up with better ideas – if I only had a brain. Do any of my readers have an idea or two to share?
If the puppet project ever becomes popular there is now a chance this could turn into a brand/franchise on its own. The development of a YouTube playlist or channel has always been part of the plan, but its scope has now changed.
I always thought the YouTube channel would be secondary and the street performance would be the main focus. It would be great if the YouTube channel becomes the main focus of the Scarecrow Puppet project. But I still think face to face will be the best initial use of the puppet.
The video below has a link to my ScarecrowShow website on the YouTube page. The original plan was to focus on building the LongBeachScarecrow dot com site and brand for promoting Long Beach businesses. However, that plan has been put on the back burner and given hobby status. I am now experimenting with using the scarecrow as the video host for business information. The first video is about the importance of having a good business sign.
There have been many changes as to how the puppet will be manipulated and the type of performances we will do. This has had a big impact on the final design.
I originally planned on just adding some clothes to the skeleton and a few decorations. Then I started working on a bit more elaborate head. I didn’t want a flat face. So I did a bit of sculpting. I also wanted a movable lower jaw, which ended up being the most difficult part of the whole project. It is the lower jaw that sometimes makes me wish I had started with a different design. But it works great now, although it can be a bit temperamental and sometimes requires more refined skill to use. Additionally it needs to be adjusted more frequently than I would like.
I do have ideas for a complete redesign, and may do this in the future, if I need a second puppet. The new design would utilize all the lessons I learned while building the initial puppet. But for the time being, I plan on staying with the old design.
I have added a few pictures of the original build process. I wish I would have taken more pictures, but often I was in a rush to get as much done on my day off as possible.
You can learn a lot about planning and decision making by developing a puppet/costume and the corresponding production.
One thing I am running into over and over again is the decision to start with an interesting but not standard foundation for the puppet. This has given me several design problems at just about every point in the project. However, it has also taken me in a direction that would have been more difficult to see if I went with a more conventional design.
It seems that I constantly need to find a solution to some unusual and unplanned design issue. If you change one element of the design, don’t be surprised it you need to go back and modify one or more of your other design elements. A puppet can be a holistic system. Like many things in life, you need to get the gestalt right for it to work properly.
We started by deconstructing and modifying the jacket.
Along with the padding we sewed the shoulder pads onto the foundation.
The head was too small so I added a much larger head. It looks like I didn’t get any pictures of the bigger head. The new head has had several major modifications from what we started with.
The fingers were enhanced with tape and then the gloves were modified and tied on.
I made the upper part of the face as a module that could be reused on additional platforms. Originally I was going to have this as both a puppet and a costume. This dual purpose was one of the biggest reasons I made the puppet with a modular design. I have since decided to not pursue the costume performance.
After cutting the jacket up we added some body padding to the foundation. I was originally planning on using more traditional material for this, but I decided to use what I had on hand. I created some padding from packing material that a mannequin came wrapped in.
I added a t shirt for extra padding. To hide the packing material, and to tie the look together. Everything required some type of modification, even the t shirt.
I originally made the sleeves so they could be manipulated somewhat like a bunraku puppet. However, I decided to use a different presentation style with the right side of the puppet and modified that sleeve by making the opening larger. I have kept the left sleeve true to the original design. The left arm is controlled by a simple rod and the performer can also grasp item by partially inserting their hand under the puppet’s hand in bunraku fashion. I am not planning on using this feature of handling objects with the left hand much, but it is good to know I have that option. I think in most presentation the performer’s left hand will be used to manipulate supporting props and other characters. As of the time of this writing I am planning on making some modifications to the left arm rod so it will be more useful with the current presentation style. While it won’t have the wrist action of a bunraku puppet it will have a wider range of animation and liveliness.
I added the straw to the sleeves and pants.
There is a learning curve to the process of adding the straw trim. I started with hot glue. That is not the best solution. I found the best results from tying the raffia straw to a cord and sewing this into the clothing.
I added a few patches to the pants.
I made the shoes out of felt and hot glue. They are tied on, not much special, but they work. I plan on changing these in the near future. they are okay, but not at all what I now want for this character
Padding was added to the arms and legs.
I had to rebuild the neck piece to increase the range of movement for the lower jaw. There are some internal parts that needed to be replaced as well, so it was a little more complex that it looks in the picture.
Just when I thought I had the working model finished, it seemed that I was faced with the need to totally redesign the structure of the head. The problem was that the lower jaw needed more room to move. Fortunately I was able to redesigned the jaw so I could use the original head design.
Instead of redesigning the head I totally redesigned the lower jaw
I made a body mount so I can more easily work with the puppet in a standing position.
To get the mouth to hold its shape I used wire and tape. However I needed to get the original shape before I added the more permanent under-structure. To get the burlap to stay in the shape I desired, I used Modge Podge. The Modge Podge held the original shape until I could install a more permanent solution.
I do not have a picture of the final part that holds the scarecrow puppet’s lips in-place. As I remember I did this part in a hurry before work one morning. Permanently connecting this under-structure to the lips did slightly change the position of the lips.
I also do not have pictures of making or installing the tongue. As with many of the parts, I first made paper patterns for the tongue before I cut into any of the material.
I thought a different color scheme would work better.
I have changed the under color of the puppet from green to orange because in the future I may want to use a green screen. The change was a good decision because I’ve decided to change some of the original color schemes.
There you have it, 6 months of work boiled down to one article. During this build it was my constant wish to take five continues days off work to concentrate on the puppet. My primary puppet lab/work area is outside and it rained a lot during this puppet build. The rain was a constant source of frustration. However, now Mr. Scarecrow is operational and I have enjoyed producing a few test videos to get the hang of its operation.
There are still some changes I want to make in the costume and the operation. In the future I will be adding an article about some of the other character I made that will act as supporting cast for the Scarecrow show.
Curating content and The Art of Building An Audience.
There are many different strategies and tactics that can be implemented when executing a curation campaign. Is your business ready to start a social media curation program? Those who read my blog know I like being authentic when using social media. Being authentic means you’ll get a lot of my personality injected into my curated posts. I know there are social media people who because of company policies need to post according to specific style guides. However, I believe harnessing the personality and style of a social media professional will lead to a more organic feel and therefore seem more authentic.
In this article I’ll go over some of the tactics, behaviors, and theories I use when curating media for social posts.
I do quite a bit of content curation. This is primarily what I do on Google Plus, Twitter, and LinkedIn. I’m also starting to share more on StumbleUpon and some on Reddit too. Fortunately I have also had some success on the first two platforms and I am beginning to see some traffic from the last two as well. Reddit looks like a very promising platform. I plan on writing more about the different social sites I use over the next 12 months.
Finding worthy content
Finding content that’s worthy to post can be quite time consuming. I spend about 4 to 7 hours a day finding content for Google Plus and between 1 and 3 hours looking for content to post on LinkedIn. Recently I have been trying to keep my content prospecting to no more than 4 hours a day. I will usually re-post at least some of the content across the rest of my social sites. The new content discovery workflow has me doing a lot of this work in my downtime. Now I am looking for content as part of my recreational social media time. I imagine this pushes the hours up way past the 4 prospecting hours I was planning on.
When curating information and media I usually post content that I enjoy and think my fans will also like. I have to admit that the categories of content I curate is influenced and shaped by what my friends and followers share and like. If one type of post gets a lot of shares, comments, and likes when another doesn’t, I will start posting more of the popular one.
Reinforcement Schedules in Content Curation
I imagine I’m responding to a well documented schedule of reinforcement in the way I post. I had not thought about it before writing this, but I can see my posting influenced by the reinforcement schedules of the various communities and platforms. There is definitely a response pattern linked to reinforcement schedules and their associated extinction pattern. Also of interest is the difference in posting frequency on the different platforms.
I imagine the platforms are tracking this and modifying their algorithms to manipulate the posting rate. If they are not doling out reinforcement now they soon will be as Artificial Intelligence becomes more widespread.
Curating content is a constant give and take in a reinforcement feedback loop.
I locate and post content I find reinforcing and that I think my fans will like. My fans vote with likes, comments, click-throughs, and shares. My fans and followers’ engagement reinforces and shape my posting behavior. If I get no response from friends and followers then posting that category of content undergoes extinction and I try something else. Performing a lot of behavior will usually lead to finding something that works. Like Thorndike’s cat in a puzzle box, finding the solution eventually begins to happen quicker and quicker. That is, until the rules change. Then other variables come into play, such as past conditioning and successes.
Past successes can get in the way of finding a new solution to what looks like an old problem.
Sometime what we have done in the past works so well and for so long that it can get in the way of doing something new. There are many reasons for this, but it’s best if we can learn to identify when the rules have changed in a way that requires us to change our behavior.
Experience teaches subtle patterns that influences our decision-making.
Experience can also expose you to patterns that let you see a clear path to a new way of responding. The benefit to experience is that you develop the ability to recognize patterns before it’s too late. Data can also serve this purpose and is becoming ever more popular.
In theory, the more familiar you are with experiencing the extinction of behavior the quicker it occurs and the sooner you will start using more effective responses.
When a behavior is no longer rewarded it begins to undergo extinction. The process of extinction has some rather interesting characteristics. One of these is that the behavior will often increase before it begins to decline. Another useful aspect of the extinction process is that the topography of the behavior changes. This change in the shape of the behavior is very important for developing new more effective responses.
As behavior increases and changes we can see what could be described as exploratory behavior.
Exploratory behavior is a leadership trait found in many species and cultures.
Exploratory behavior is part of leadership and is a necessity when finding what will work for your online audience. You need to constantly test older forms of content while exploring new content categories. In addition, social media professionals need to continuously explore new types of responses, interactions and platforms.
I frequently experiment with new categories of content. Sometimes I’m quite surprised at finding a new category that followers in one of my communities like and find engaging. I also post and curate some content that I really enjoy, even if I think it won’t be a big hit with my fans. I do feel it’s good to let my followers see some of my personal likes. This is especially true because in the future I hope to share with my fans television shows and video that I create about these subjects.
Curating content can be much more time intensive that one would expect. Not only do you need to find the content but you often need to add information to give the post context. It’s not uncommon for me to look at over 800 pieces of content a day. Investigating a great deal of content is often needed to find what I will curate and share for a day. It’s a constant and never ending search for high quality content. My work flow does change according to what platform I am primarily using and where I am sharing it. I like to manually share to Google Plus and LinkedIn. I usually use a scheduling service for Twitter posts. One of the advantages of scheduling content for twitter is that is incorporates a link shortener and I can better track engagement. With Tumblr I usually schedule within the platform itself.
Sharing is part of the curation workflow.
Curating content is a more refined form of sharing than hitting the share button.
As a general rule I recommend always adding a summary or reason you’re sharing content. However there are always exceptions to the rules and queuing content for curation is one of those. Earlier in part 2 where I talked about engagement on social platforms, I mentioned that it’s best to always add commentary to your posts. Well, this rule is not necessarily true if you have an account used only for archiving and queuing content for future posts.
I have several social accounts where I don’t add much or any additional information or commentary. Some people may think these are low quality shares, but they have a very good chance of getting re-posted to my larger audience. Being shared to my larger audience could earn them far more views and much more exposure than if I did a higher quality reshare on the accounts in question.
Post Collection Accounts
These are usually accounts that are used to hold or queue content for future examination and use. I sometime need to read the post better before I’ll share it to my fans. At other times I want to check the user experience on a different computer. If the site offers a good user experience on a tablet but is a spamomatic advertising-porn machine on my desktop, I usually won’t share the site. I also use these accounts to hold post that need added commentary before they’re ready for my main accounts.
I am always adjusting my use of social media and I am starting to add more commentary to these holding accounts. I imagine using these accounts differently is because I have started to collect new types of analytics and data.
Another scenario where I will do a simple re-share without commentary is if I’m only using an account to add visual interest to a website’s sidebar widget. There is not much benefit to this other than making a site just a little more interesting. In general I would say this last type of sharing is not really worth the time, unless you have a very specific reason for doing it. Using these widgets may even be a bit detrimental to the user experience and SEO (Search Engine Optimization.) When using a social sidebar widgets make sure you have a good reason and understand the consequences.
What’s Your Style?
Once you find high quality content to share with your fans you’ll need to determine how you’ll share it. What style will you cultivate? I suggest giving author attribution to your content source or at least not claiming it as your original content. I will usually quote the original post. I also recommend not posting or curating content that has an obvious copyright on it.
When curating content it’s useful to provide additional information about the post to give it context and/or help people understand the information. Often it’s the contextual information that makes the post popular. At other times you can spend hours researching additional content only to have a low context photo outperform your researched piece. It is not uncommon for me to research some interesting and hard to find information and then have few people appreciate it.
Research is often only the first part of adding context. Sometime you will have a photo to share but the only information you can find is on a site with a copyright. When this happens you’ll need to rewrite the information in your own words. This process may require distilling information from several sites and writing a short or long post depending on the subject. At other times you will need to rewrite/edit a translated text. I have several curated posts in the queue waiting for me to find time to write a worthy post. Most of these curated posts are too spectacular for a short description.
Curation is a form of quality control
Curating content is giving other people a glimpse inside your online world.
A very important but not often mentioned added value of curated content is providing a certain level of quality control.
The quality of much content found online ranges for down right terrible to life-changingly good. I find Google Plus collections have fairly high quality content compared to most groups. More and more Google Plus Collections are becoming my go to source for content discovery. This is especially true for information about business and marketing. Many years ago I used twitter as my content discovery engine and for several years I have used Tumblr, but Google Plus collections seems to outperform the rest. This is at least true for business content, I still like Tumblr for other content. I would say that my two main discovery sites are now Google Plus and Tumblr with Reddit moving up quickly.
About half of my curated LinkedIn post are now found on Google plus. Another half of my business posts are from Tumblr. Many of the websites I review during the day are either low quality or the site provides a very poor user experience. I try not to share these low quality sites or sites I find aversive.
Tactical use of curated content
I sometimes will use specially chosen curated pieces of content to attract, test for, and identify my target audience. I have some fairly large communities and I always like to know if those who I someday will be creating video for actually follow me. I am always experimenting with ever more refined uses of social content for audience segmentation.
I have noticed that my demographics have changed over the last several months. I think my core demographic might be getting younger.
Because of the poor user experience on most marketing websites I am starting to think about creating more content for my Google Plus Marketing and Social Media Collection as well as LinkedIn. Even if it’s rewriting content from other sites. I am not a big fan of this kind of content, but I also value my followers and I don’t like referring followers to sites with excessive popups and popovers.
Since starting this article I have added an ad blocker to my browser, now it’s harder to weed out the spammy sites. But the internet is now a lot more usable. Without the ad blocker many sites where totally unusable. An interesting development is that Google has recently started to penalize sites that use intrusive pop ups and popovers.
Creating your own content is the most time intensive form of media. I will need to talk about content creation another time. It may be of some interest to those reading this that I have invested over 50 hours producing this three article series.
Part 1 Social media marketing for your business and How It can be used to share and curate content Part 2 Engagement and How To Do Social Media
This is the second part of the “Social media marketing for your business and how it can be used to share and curate content”
Engaging with others – Likes and Pluses
Compared to creating content engaging with the content of others is an online activity that often takes less time than finding, creating, and posting your own content. However, it still requires reading posts and interacting with content you find valuable. It’s ideal if you engage with the kind of content your target audience finds of value too.
Liking other people’s content can ease you into learning the culture of your chosen social platform. As I post this I am starting to learn the ins and outs of Reddit. I have started my Reddit adventure by liking or up voting posts and comments. Reddit is a social site with a lot of rules and cultural norms that can discourage new users. I plan to write more about Reddit later in the year.
The Google + (Plus)
I regularly use a Plus 1, the Google Plus version of a like, to acknowledge people who have commented on my G+ posts. It would be best to reply to each comment, but I simply don’t have the time. Now that I am creating more of my own content I have even less time for responding to comments on all of my social accounts. Managing an active social profile can be more than a full time job. While content creation is taking more of my time, I still manage to regularly post to my accounts and experiment with new social platforms, but there is now more of a time crunch.
Liking content is the easiest way to get started on a social networking site.
A person can Like, Thumbs Up, and Plus other people’s content with the least time commitment.
The nice thing about many likes and pluses is that they will show up in your social stream. Thus allowing at least some of your followers to see what you like. This and clicking links are the most common types of social engagement.
Because of how easy it is to like a post some social media folks discount the value of a like. I do think the value of a like depends on what platform you’re using. I value likes on LinkedIn quite highly and on Google plus too. A like on LinkedIn can work in a slightly different manner than a plus 1 on Google. But they are both very useful. Likes can also be useful on Facebook. While they are nice on Twitter, I have not noticed them being of much value there. If you have found likes to be useful on Twitter please let me know.
Engaging with others by Commenting
Providing meaningful comments does take more time than a quick like here and there. As one would expect, it’s less common too.
Thoughtful comments can help establish you as an authority. I know there are many people who follow me who are much more knowledgeable about subjects I’m interested in than am I. I’m almost always thankful for their insight and expertise. One of the most enjoyable and intellectually stimulating aspects of having a fairly large following is that they provide insightful and valuable information about the content I post.
It’s not uncommon that I’m short on time and post something in haste, without the proper research, only to find one of my highly intelligent followers has discovered an error or that I left out some vital information. Sometimes the errors are obvious and at other times they’re rather esoteric. But the knowledge of the people who follow me is always amazing to behold. Usually it’s welcomed as well. When I find insightful comments somewhat troublesome is when they have good information but are presented in a confrontational, racist, proselytizing, or insulting manner.
One thing about having a robust following is that when you don’t know the answer to an obscure event or question there is usually someone who will. The good side to this is I am always learning new information from my online friends.
Commenting Builds Your Reputation
By commenting people build a reputation. Some people are very knowledgeable, others are humorous, there are also those who are argumentative and troublesome. While commenting is a great way to build authority, it may be necessary to comment with some tact and finesse. If what you say is at all controversial you will need to be even more careful. I’m always amazed at how a perfectly innocent, accurate, and helpful comment can turn into a heated and sometime hateful dispute.
If you run into trouble and another commenter decides to argue with your position or you, it’s usually best to stick to a position and not attack the person. Although there will be more than a few who will attack you, especially if they don’t agree with your position. I’m afraid how to deal with online confrontation is a bit beyond the scope of this article. But I can say if you run into trouble on one of my communities let me or a moderator know and we will look into it.
When cultivating an active social profile, managing the comments can be a large part of of the process. I do try to keep my social stream as friendly and clean as possible. The larger your follower base becomes the more difficult is this task.
On social I think commenting is where community is really built. For me this makes comments on my posts quite valuable. On my favorite channels comments connect me with others. This connection then develops into online friendships. For me it turns followers into friends, so I don’t think of my social following as a target market but more as friends. This can create its own problems, like looking out for their best interest instead of exploiting the relationship for profit. However, this is more a weakness in my personality than in the channel.
As mentioned before, comments from others on your content or your comments requires a much larger time commitment on your part. I feel almost compelled to at least look at all my comments. This can take quite some time when there are 100s of interactions in a day.
I do suggest that even after you establish a large following it’s still nice to go in and support the people you know and like with some engagement. I admit I sometime find this difficult. There are many a night I spend the last hours trying to get through all of my comments and I usually spend the morning trying to get new content posted. Often there is little time left for interacting with the content of others, but I try.
If you’re strategic instead of friendly you will also want to prioritize who you interact with. The strategic workflow is to interact with those who you think can help you the most. I tend to be more personable and less mercenary, which means I interact with people in a more organic fashion. Probably if I was posting as/and for someone else’s business instead trying to start my own, I would be more strategic.
Engaging with others by Sharing content
Here I am referring to sharing content on the same platform the post was originally shared on. Sharing other people’s content can take a bit more time than liking, but it will also help raise awareness of your profile.
Where comments build relationships and community, others sharing your posts and content is how you grow your following. Some of the new followers you get from having your content shared will become part of your community and perhaps become friends as well, and some of them will not.
When I used to study with a Taiwanese (Chinese) group this attraction to the community was known as an affinity for the group. One of the desired results of social media for business is to have shared content attract those who have an affinity to be part of your community.
I would say that having content shared by other is the type of engagement most valued by marketers. The marketer in me also finds the number of shares quite rewarding. The number of shares I get in a day is one of the Key Performance Indicators (KPIs) I watch and measure. However, I have recently started to pay a lot more attention to comments as well.
On Google Plus there does seem to be some correlation between the number of shares I get and the number of views I get. I believe there is still a correlation between the number of shares I receive and the number of website visits too. I know this was the case when I was doing my social to website experiment. I started getting too much traffic for my bandwidth so I shut down that experiment.
The new Google Plus Insights Panel is and attempt to measure the number of shares, likes, and comments a G+ profile receives in a week. The problem is, it does not show the most important insights, which is for the current and possibly previous day. As behaviorism and learning theory teaches us, the most important reinforcement and feedback happens within a short period of time. In this case a day or less.
There are high quality shares and low quality shares. Depending on your users it may be very difficult to tell a low quality share. So I recommend you appreciate them all. I will talk more about this in part 3 in the section on curation.
Sharing Best Practice
If you are sharing someone else’s post it’s a best practice to add some commentary. You want to let your current and future fans know why you think the post is shareworthy.
Adding information to your shared content not only makes the share more valuable for your social profile, it can make it more valuable to the original poster too. The added commentary will also give the original poster an opportunity to interact with your profile.
I will also share content to stay connected with offline friends. If I find the content on a different platform than I’m posting on I will often mention who brought the material to my attention with a +name or @name
Sharing and mentioning the person who made the post can be used as a tactic for getting likes from the post’s author that in turn may show up in the social stream of the original posters profile. I suggest that you do this kind of post as authentically as possible. I will often Plus a post that has been shared by someone I know on Google plus. Depending on the added text and information I may also comment on the post. Sharing content while mentioning the author can provide an opportunity to interact with the author. However, if it seems manipulative it may not work so well. If you use this tactic posting as a business be extra careful and do it sparingly or provide some real value to the original author.
I have seen several people repost content to associate their website with a post. With these post the URL is often the only content added to the share. These I think of as low quality shares. Sometime they try to make it look like their site is what should be clicked on to get more information. It is one of those online tricks that is not in the best interest of fans and could be detrimental to one’s reputation. I do need to warn that this can be seen as a kind of spam.
The next installment of this series will go over one of the ways I have built many online community and that is by curating content.
These are certainly not the only tactics to build a following, but they have worked for me so far. As the online environment changes, tactics and strategy need to change as well. I am moving toward creating more of my own content and sooner or later will curate much less content than I have in the past 5 years.