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The Mythical Silver Bullet Dashboard
We aren't big believers in silver bullets. The web is too complex and fast for a single solution. The only time that matters online is NOW.
That said, understanding what is happening now can prove TOUGH. If you've ever tried to tease out Google Analytics patterns you know just how tough. Can a dashboard help you know what is important faster? Maybe.
The web creates one central problem - noise to signal ratio. Hidden inside the noise is a pattern, a signal, you need to convert better, to campaign better, to increase engagement and lower costs. Finding that needle can prove daunting.
Needlessly daunting since half the reason we work so hard to understand is our marketing tools suck. They suck so bad we created a company, Curagami, to create new ones. Then we learned just how hard this road, the road to understanding, can become.
Will this new dashboard make a difference? Cut the hype in half and there does appear to be something in there, something buried in its own stack of hay.
Community shock, diminishing return on adding new members, is coming like a marketing tsunami. Create community today to avoid community shock tomorrow.
Why is Content Marketing key for 2015 Conventional, single-thread, one-way, disruptive mass communication – like the television commercials that brands have long subsidized – is on the way out. T…
Via massimo facchinetti
Use 5 Cs To Create Great Web Analytics
5 Cs of Great Web Analytics
* Combine.
* Comb.
* Copy. * Crumble.
* Collaborate.
Combine
Web metrics never act alone so don't review them that way. Look at Traffic & Shares, Traffic & Money or Time On & Bounce. By combining metrics you see interrelationships better.
Comb
Inside of your metrics are secret fractals or patterns so meaningful they almost bite you. When I was a Director of Ecommerce we found the 80/20 rule existed in all data sets across all segments and no matter how small we cut the sample. This means a small % of any metric makes up the majority of the benefit and its your job to find those hidden fractals.
Copy
If a competitor has a great new metric copy it, steal it and improve on it. Share your improvements back out to the world so they too can be improve upon. No such thing as SECRETS anymore.
Crumble
Your website is in a constant ebb and flow. We like to say we build sand castles on the beach and the tide is always coming in. This means you can't get too connected to or in love with anything and that includes numbers and processes. You must exist in a constant state of creative destruction to win online so crumble any cherished notions and beloved processes in order to see what is happening NOW.
Collaborate
The more you share, collaborate and give the more you win online. Your CFO is going to complain about ROI and you should smile, nod and assure him or her you will work on it. The way you work on improving web marketing ROI is TO DO WEB MARKETING. Sounds circular and CATCH-22-like you say? Good you are beginning to get it :). M
Book by Alistair Croll and Ben Yoskovitz about using data to build a better startup faster, part of the Lean Startup series with Eric Ries and Ash Maurya from O'Reilly
Marty Note
Reading Lean Analytics now and HIGHLY recommend it.
5 Ways To Avoid The Online Competition Trap
Never ceases to amaze me. Team +Curagami sees the Hatfields and McCoys squared off and fighting tooth and nail over nothing all the time. Here are 5 ways to avoid the Online Competition Trap (be sure to Read Mark Traphagen's excellent note in comments on the attached too):
* Use Google Adwords to discover REAL DEMAND for keywords (use exact an broad match too and if you really want to get depressed use "exact match" to see how few people are actually searching for that new widget you just created).
* Create something like our Curagami Keyword Efficiency Index (cKEI) to calculate where #blueoceans live (keywords or phrases with less competition but healthy search volume and YES these are getting harder and harder to find). Use "long tail" analysis to find these.
* Understand your "poker table stakes" keywords - words you have to have content for but won't win in this lifetime.
* Know what they are spending (use +SpyFu) and then SPEND DRAMATICALLY LESS because you've out thought them. One way to do that is look for a #contentmarketing "fighter pilot" in your space and toss them into your ecosystem (I did this with +Red Bull during my keynote to a group of #smbs at +FedEx conference and they found it eye opening to say the least).
* Think about using new tools such as Curagami, tools that help create #community so you do LESS but win MORE hearts and minds. Would classify +Paper.li +Scoop.it and +Optimizely in this category of get more spend or do less tools.
"Members only" - "limited offer" - "guaranteed" - "discover" - "check out"... If you wonder what these terms have in common, here is the answer. Brands consider them to be top performers. They are words that convert.
Great @Cendrine Marrouat - https://www.cendrinemedia.compost (one of Curagami's Top 50 Highly Recommended Content Curators)
Via aanve
When it comes to forums and gamification we prefer to keep things simple. Allowing users to give out reps to other users for adding valuable content is the best example of forum gamification because we want to reward ...
Marty Note - Digital Listening Is Different
Cendrine and I are having a great conversation on G+ about the nature of listening online. Cendrine's great post shares TIps and Tools so you can become a tuned online listener.
Great post. Here is what I shared on G+:
Are You Listening...Digitally?
Digital #listening is different. Conversations provide nonverbal clues missing online, but online provides other kinds of clues. Online clues are easy to walk by without even knowing you just missed a clue.
Examples of missed online clues abound and include:
* Small Follow Back % (sends "we don't listen" signal).
* Pushing only YOUR content (need to act less proprietarily to become or act as an #authority ).
* Not curating or rewarding #ugc (User Generated Content).
* Not responding to @yourtwitter mentions with RTs and thanks.
* Not responding to direct @yourtwitter messages.
* Not responding to Twitter DMs in a timely way (can be made worse by not following enough people to be able to DM).
* Not being present on a major social net (like +Google+ ).
* Not asking questions & then curating response.
etc...
Could go on and on, but you get the idea. LISTENING online is different and few do it well.
FIND G+ Conversation
https://plus.google.com/102639884404823294558/posts/FgYhn3zoQQL
What separates the newbie web designers from experienced ones? It is these 4 marketing secrets every newbie web designer should know. Read all about it here.
Marty Note
The four tips shared are:
* Build Microsites (disagree)
* Create Freebies (really believe in this one).
* Develop a Niche Blog (agree).
* Business Cards.
I would change "microsites" to landing pages. In a post Google Panda / Penguin algorithm change SEO era sites or pages without social support don't fly. Build a website and try and drive traffic to it. NOW tell me you want to build more than one.
That's crazy talk these days because one is more than most can handle. Liked the other 3 tips.
Via Mike Power
We lucky few Internet marketers make sand castles on the beach and he tide is always coming in. I started this G+ summary of "tiny advantage" thinking how similar Internet marketing is to Outward Bound.
But Dual Survival is a more apt analogy. No one summit our new marketing Everest alone anymore. We need TEAMS of great climbers, Sherpas and rope...lots of ROPE :).
I remember the deer in the headlights look I got from my last boss, founder of one of the larger web dev companies in the southeast, when I told him the most valuable "product" we created wasn't an individual website or app as much as it was a team capable of creating that app, SEO or email marketing
The PROCESS is what remains after the tide sweeps all yesterday's hard work out to see. I remember he looked at me funny :).
Easy to model your Not Provided (or branded) keyword revenue down to where it belongs - the keywords that deserve it if Google was playing fair :).
1. Remaining - Subtract the rest of your keyword revenue from your massive Not Provided total.
2. % Remaining - Divide your "Remaining" or non Not Provided keys into the Remaining total. This gives you the % for each non Not Provided key of the total revenue associated with non Not Provided keys.
3. Allocate - Now multiple your Not Provided total by your % Remaining.
4. Finally ADD your new Allocations by non Not Provided keys to their Google reported income (A + C).
So, how can you harness this knowledge to your advantage? Let’s look at some of the most notable studies on the subject and how you can apply that directly to your blog.
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Holiday Ecommerce Tips Magazine shares our secret trends, ideas and tips so you can have a record-setting holiday sales online this holiday season.
Monday - 5 Ecommerce Storytelling Tips
http://www.curagami.com/ecommerce-holiday-5-storytelling-tips/?v=7516fd43adaa
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
http://www.curagami.com/ecommerce-holiday-5-storytelling-tips/?v=7516fd43adaa
Why I'm Not A SEO
Thanks to readers and those who share the first part of our 3 part Why I'm Not A SEO triptych is now #1 on Google for the term. THANKS!
Why I'm Not A SEO on Scenttrail Marketing
http://www.scenttrail.com/why-im-not-an-seo/
Haiku Deck By The Numbers: +2,716 Views In 6 Days! Over 64,000 Views, 4,000+ Views Average Top 10
Learning To Tell Time: 5 Internet Marketing Time Tips via @Curagami
Time Management
Time is a TACTIC many Internet marketers forget or don't fully utilize. Here are 5 ways we've learned to tell time:
Time Tip #1: What's Happening NOW?
The web is becoming more and more obsessed with what is happening now. Why? Not sure and who cares (lol). The closer to "real time" your content the more authentic and real it becomes. We use this in our favor in three ways:
* Note and share when content is scaling fast.
* Records are important even when they are YOUR records. Fastest, biggest, most are valuable words in Internet marketing. They are also TIME based. Use fast, faster, fastest to help your content scale.
* Now slips away, but using time parameters provides benchmarkes and scale. Earlier I Tweeted about a Haiku Deck that reached 225 views the fastest and then included (12 hrs).
Time Tip #2: Use History
The web's time is always NOW, but you can create interesting juxtapositions with the past. When your following reachers the NY Times 1950 subscription level NOTE IT. When you compare a modern web EVENT to a past "real world" event you gain gravitas and understanding. BTW, good luck finding NYT circulation in 1950.
Time Tip #3: Process Is Product
Easy to forget that whatever you are doing NOW is, when published and shared, a product. This is why I like multiple publishing platforms (blogs, Scoop.it, G+ are my most frequently used platforms). Sharing your process as close to CREATION as possible brings the NOW into your content (see tip #1).
Time Tip #4: Redux Is Truth
We lucky few Internet marketers are like scientists. We test, test and test content, ideas and memes. When you find something that pops DOUBLE DOWN and keep doubling down (publishing a post about the post, publishing a II or III version) until you exhaust upside. Once you reach the point of diminishing return make a note and move on. First time ANYTHING can be a fluke. If you can repeat the same or better results over and over you've found EVERGREEN content you need to OWN.
Time Tip #5: Don't Forget TIME Is In The Web's Algorithm
Everyday millions of things happen online (maybe billions). With that much NEW going on TIME becomes a way to TRUST you (or not). every day you build or lose clout, reputation and status (authority). Crying over yesterday's losses is foolish and expensive. Gear up, learn and move on. Always remember you can't do anything TODAY the web won't remember TOMORROW.
Dove Men+Care’s digital campaign for Father’s Day riffs off the idea that dads are sick of their Ward Cleaver image and want credit for changing diapers, making dinner and consoling heartbroken teens. But this creative isn’t all touchy-feely—it’s based on some hard data.
Marty Note
I'm tired of the MAN as IDIOT trend. 2014 seems to be a redemption year. Men and dads are leading the charge. For a long time the cardboard "stupid man" populated commercials, movies and TV for far too long.
I get it. The pendulum swings hither and yon, to and fro. Perhaps one of the web's conversational benefits is brands see customers as people instead of "consumers" or "users".
We are neither simply consumers or users.We are people caught in a divine comedy. MEN aren't cardboard stereotypes meant to supply a cheap punchline or a cliche or two. We men are hard working, confused and learning as we go much like our beautiful sisters.
If the web can eliminate nasty yet ubiquitous cardboard stereotypes every man on the planet will be in the web's debt. What great "men are for real" campaigns have you seen this year?
New SEO's invisible Giant uses magician tricks such as Google's floating filter bubbles, social media's disappearing act & friends you never knew you had.
Wow, what a day for Invisible Giants. After my Haiku Deck account went down taking the fastest "views" deck we've ever created into the void we received a dramatic lesson in almost every "Invisible Giant" idea discussed.
TIME and the growing importance of "near real time" response was absent. Not anymore (lol). Wrote up what happened today as an example of "Invisible Giant" values and just how our online marketing world is turns on a different axis now.
The power of text analytics is now readily accessible through intuitive and openly available software. Running analysis is straightforward enough, as the examples in this article illustrate. However, the prerequisites of impactful insights haven’t changed. Proper problem definition, domain expertise, and stakeholder engagement are key to well-guided mining and actionable output—whether you’re improving a user interface or the broader user experience.
Via Luis Costa
We created Curagami to answer a single vexing question. What content should you create and why? Our Curagami Reports answer that question for you.
Gives us your votes and share who we are missing. Who else has done a great job creating a summer look?
Storytelling is the new SEO shares examples of how your website and online marketing can tell engaging stories to win the NEW SEO.
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We don't believe in silver bullets. The web moves too fast. This new dashboard suffers from some of the same "clouding" problems we are all too familiar with, but there's more of it (lol).