Written on 1/17/2012 at 12:00 am by

How Millionaires Approach Social Media

Filed Under: Social Media 26 Comments

This guest post is by Jaime Tardy of EventualMillionaire.com.

I’ve interviewed over 50 business owners who have a million-dollar net worth or more. As a blogger and podcaster I am always so curious as to how they use social media in their businesses.

If I were to generalize, most of the millionaires I interview use social media, or at least have someone in their company use it. But they are very clear on what it can and cannot do for them.

Social media is just the newest marketing avenue, just like cold calling, direct mail or networking. Social media helps you find people who might need you, and provides a way to introduce yourself. It also helps others find and recommend you. The easy-to-share aspects of social media make it hard for a business to ignore.

Here are a few tips, straight from millionaires, themselves on how they handle their social media.

Get clear on what you want out of social media

Amy Applebaum said,

“Social media is not a waste of time if you’re clear on what the purpose is. There’s millions and millions of people on Twitter and Facebook. Decide why you’re on it and then go for that. So if you’re trying to up your sales, then you’re looking for clients. So go find your target market and start talking to them.

“If you’re doing it for a totally different reason like you want to get publicity, then you’re going to start befriending journalists and people like that and following them. I mean, I have had some really incredible people contact me through Twitter or I have reached out to them on Twitter and they email me back because nobody is talking to anybody.”

Amy Applebaum found me on Twitter and then we set up a phone call. She is using these techniques for her million dollar business.

Social media is no good to you if you don’t know what you want. Whether you are a blogger or a small business owner you have objectives you want to achieve. As a blogger, maybe it’s more traffic or affiliate sales. As a small business owner, it’s most likely sales.

How can you get clear on what you want out of social media?

What does your customer want?

When I asked Ken Wisnefski, CEO of Webimax, what the first thing a small business should do in social media he said:

“I think the biggest thing is to not try to overdo social media. Companies have people that are their ‘social media’ person and they’re just putting information up there that almost becomes overwhelming. They’re putting up 20 tweets a day about things that aren’t really all that important. People look at different case studies and maybe they’ll look at what Charlie Sheen or Kim Kardashian has done and they’ll think that’s what they need to do for their business. And the reality of it is, for celebrities, people feel endeared to them and maybe want to have some entrance into their daily lives and they’re curious about what they ate or whatever the situation may be, but when it comes to businesses, people aren’t quite as interested in some of those small intricacies.

“They’re really more interested in just facts and maybe offers or specials. Before you start to engage in social media for your company, take some time and think about what the customer behavior is and how you can really begin to leverage that, so you can actually see a return on your online marketing specific to social media as opposed to just kind of doing it just to do it.”

Once you are clear on what you want out of social media you have to get clear on what your customers want. Why are they on Twitter or Facebook?

We all know we need to provide value to our fans and followers. But what value are they really looking for? Are they looking for information or deals? How can your company make their social media experience better?

Take some time to sit in the mind of your customer. This may mean surveys or just talking to them. But find out what they really want from you. Then create your strategy around serving them and their needs.

Two different types of social media

When I interviewed Guy Kawasaki, he broke up social media into two types: Push and Pull. He explains what is essential as a marketer:

“I think that technology can be divided into push and pull: push is Twitter and email, and pull is Facebook fan page and website, and you need to do both. The beauty of Twitter and email is you can control when and how you interact. You could push a lot of stuff at people. Assuming that they read it, it’s kind of involuntary. On the other hand, with pull, you have to really attract people to websites, which is not trivial but theoretically, once you get them to a website, you can do a lot more with them.

“So there are positives and negatives of both of those, and I think that both are essential these days. You cannot really be effective as a marketer without doing both. I actually think that Twitter and Facebook are just the best things that ever happened to a marketing person. It’s a great time to be a marketing person, Jaime, it’s just, wow! Twitter and Facebook are free, ubiquitous, and reach millions of people. Life is good as a marketer right now.”

You can read more about Push and Pull in Guy’s book Enchantment.

By listening to both Ken and Guy, I would suggest to have an overall plan to hit all aspects of social media. But only do one at a time. Figure out what works on Facebook for your business first. Only after you have a method you know you can use again should you move on to Twitter or Linked In. There is too much to learn all at the same time. If you have tons of social media profiles and spend a lot of time updating them but they don’t produce results; it won’t help you!

The overall tone I get from millionaires is that social media is important now. Even techno-phobic CEOs are plunging into it because they know they need to in order to stay ahead of the curve.

Jerry Mills, CEO of B2BCFO and someone who needs his kids to help him with technology, says:

“Any business who doesn’t adapt and doesn’t understand social media, using Google, using LinkedIn, Twitter and those kinds of things to find clients and find business are going to be left far behind. So that part of business has changed. The part of selling, meeting people’s needs has not changed at all.

“Our business has grown mostly because of social media. I was not only the pioneer of this business but I think I was a pioneer in terms of learning how to use social media.”

Get the relationship away from social media

Chris Gravagna, a serial entrepreneur and owner of Elitemate.com, suggests building relationships offline to make them more personal.

“I do a lot of networking. When I look at social media, social media is like hyper growth networking.

“I’m out there constantly driving, doing events, meeting real people, shaking hands. But then I’ll go back, look at that business card, and see if they have a LinkedIn account. I’ll see if they are on Facebook and Twitter. Then I’ll continue to interact on a digital level as well as a personal level with those people so that there’s constant touch points. I’ve seen that be very successful for me.

“It works a lot better. Nothing is going to replace interpersonal interaction with people. I mean, nothing is going to replace that. Those relationships that you are able to nurture and you are able to facilitate are so important to driving success and driving relationships. But having that constant hyper connectivity through the social media platform helps you in nurturing that relationship. It helps you in creating a high level of that relationship and driving that instant communication with those people.

“We all live a different world today, full of information overload. Now we can get that information and form a connection online and then go offline and build the relationship. It absolutely helps.”

We can bring our relationships to the next level when we take them off social media to email or Skype chat. In a world of text, speaking to each other or being face to face can really create a higher level of trust in the relationship. People like to do business with people they trust.

To wrap up, social media is a great tool as long as you don’t let it become a distraction. The millionaires I interview have become very successful and some owe it to social media. But they don’t let social media run their business. They use it as one tactic to flow customers and clients into their funnel.

So be clear what you want, what your customers want, the best methods for your specific business, and then build the relationship by moving it offline.

And make 2012 an amazing year for you.

Jaime is a business coach and speaker and has been featured on CNN, MSNMoney, Success Magazine, Fortune.com, Yahoo’s homepage and more. She interviews business owners with a net worth of a million dollars each week for their tips, advice and stories on EventualMillionaire.com. Check out her free webinar series that will eliminate the excuses of “No time, No money and No plan!” for newer entrepreneurs.

Written on 11/4/2008 at 12:01 am by

Watch Me Launch My New Blog – TwiTip

Filed Under: Case Studies, Featured Posts

Yesterday on Twitter I ‘soft launched’ a new blog – TwiTip.

The idea for the blog has been ‘brewing’ in my mind for almost as long as I’ve been experimenting with Twitter but I never had the time to dedicate to starting it up. Late last week I realized that if I was waiting to ‘have time’ to start it that I never would – so I bit the bullet and got it going.

TwiTip is a blog about Twitter. It’s a place that I’ll be posting tips, news and reviews of tools for those wanting to improve their use of Twitter whether it be using it for personal reasons, to expand their personal brand, to promote their business etc.

Twitip

At this point TwiTip is firmly in ‘beta’ (if not alpha). It has a long way to go in terms of content, design and almost every other aspect of building a blog. I generally would get a blog in a much better state before going public about it (and I wouldn’t launch it on a Sunday night or on US election eve) – but I thought it’d be interesting for readers of ProBlogger to see the development of TwiTip from the ground up.

So far you have not missed much but let me give you a catchup on what I’ve done so far:

Hosting

I’ve set it up on a very basic hosting package (GoDaddy of all places – I just wanted to get it up quick and as it grows I’ll move it to a more reliable service).

Design

I’m using the Thesis WordPress theme (I’ve long wanted to test it on a live site and I have to say that it’s amazing).

My blog design skills are poor but Thesis is easy to set up and configure – it is also set up really well for SEO which is cool. I plan to give the design more personality in time (I’ll get a designer in to overhaul it) but in the mean time Thesis is a great option and will be a good basis for the design tweaks that will come).

So far I’ve developed a few WordPress ‘pages’ that take the design beyond the default set up. These include an ‘about’ page, contact page and a ‘write for TwiTip’ page.

Content

I usually would have at least 5 posts live on a blog before launching it but in this case have 3 (including one welcome post). I would normally also have a couple of posts in reserve for the next few days. Again – I’ve gone public early as a bit of a case study but will get another post up in the next 24 hours to keep a little momentum building.

My plan with content for TwiTip is for it not to be a daily update initially. I’ll start out with 3 posts a week and work towards more as I find my feet (and perhaps as I bring on other contributers). My focus in the early days will be quality rather than quantity.

Promotion

So far all I’ve done promotion wise is Tweet that I’ve launched TwiTip. That was a nice start because the audience on Twitter obviously have an interest in the topic and it was retweeted quite widely through the Twittersphere pretty quickly.

Other than the Tweet announcing the new blog (and now this post) my only other strategy for finding new readers has been more about on site ‘hooks’ – highlighting subscription methods and encouraging people to track with me on Twitter and RSS.

Analytics

I’ve set up Google Analytics on TwiTip. While it is a little slow and not great for analyzing stats as traffic events are happening on your blog in real time it’s such a solid tool that it was a no brainer of a choice.

Setting Up RSS Feed

The only other task that I’ve completed so far is to set up the RSS feed over on Feedburner. So now the feed is not a ‘TwiTip.com’ one but a Google/Feedburner one. I find that it is best to do this on day one to keep eveyrone subscribing to the same feed. I’m yet to see how many people have subscribed and don’t plan to add a feedburner counter in the short term (in the past I’ve waited until subscriber numbers hit 1000).

Things Still to Do

I’ve done a few other miscellaneous things including adding a ‘subscribe to comments’ plugin, a ‘tweet this’ plugin and adding a sidebar polling tool. There is still a lot to do to get TwiTip up and running to a point that I’ll be happy with it! These include:

  • RSS to Email Subscription Option
  • Email Newsletter Setup
  • Getting a proper design done (I won’t do a custom one in the short term but it does need a header/logo and some styling etc)
  • Monetization – I’m not going to monetize this straight away but it won’t be far off. I need to consider my options here.
  • Plugins – there are quite a few plugins that I want to get installed, test and use.
  • Writers – I’ve had so many offers for guest posts already that I’m at a point of saying no to more as I can’t process them all. Over the coming weeks I’d like to develop a system for accepting and managing contributions.

This is just the beginning of the list (and I’m sure many of you will come up with other suggestions in comments below). The more I do the more I think of. For this reason I’m going to take my time with this launch. I’ll continue to document my progress here on ProBlogger as I go.

Update – a few people have been asking how readership has been so far. It’s a little difficult to tell at this point, I’m yet to see an update of how many Feedburner subscribers there are. Google Analytics shows around 1600 visitors for day 1 (but that’s not finished updating for the day). The vast majority of readers have come from my tweets (and the retweets of others. There have also been a few visitors from facebook (where my tweets get republished) and a few others from StumbleUpon where there are a few reviews/stumbles already). I’m yet to see full stats yet and will update it at some point.

Written on 10/28/2008 at 6:04 am by

Reflections on 48 Hours of Inviting Readers to Comment ‘Spam’ My Blog

Filed Under: Miscellaneous Blog Tips

OK – so I didn’t ask people to comment ‘spam’ my blog – I asked them to ‘pitch’ us with their blog. Here’s what I learned from the experience….

On the spur of the moment over the weekend I decided to run a little experiment here on ProBlogger where I invited readers to leave a comment giving an ‘elevator pitch’ for their blog.

The experiment ran for 48 hours (it is now closed) and in that time over 1400 bloggers participated – so many that at times it slowed loading that page to a crawl for many. I’m amazed by the response and wanted to make a few comments/reflections about this experiment:

Twitter is Amazing

I put the success for this project largely down to Twitter. As I posted my invitation on ProBlogger I also Tweeted an invitation for my Twitter followers to get in early and pitch their blog. This tweet was retweeted time and time again by readers. I didn’t expect this wildfire of tweets (in fact people retweeted the retweets of others) and lost count at the number of people who ‘sneezed’ my post throughout the Twittersphere. When we hit the 1000 submissions mark I tweeted about it and again the tweet was retweeted many times. An hour before closing it I tweeted and again it was retweeted many times over.

I’ve experienced things going viral online before but this one was explosive. Over 1000 of the submissions came in the first 20 hours – not bad for a weekend.

I Should Have Planned More – But I’m Glad I Didn’t

If I’d put more thought into planning this project I would probably have done it a lot differently. I wouldn’t have done it on a weekend, I probably would have thought strategically about how to spread it wider, I possibly would have put up a prize for participants, I would have put aside time over the 48 hours to spend extra time moderating comments etc.

I didn’t do any of that and in many ways I’m glad that I didn’t. The thing I loved about this was that it just happened. From the time the idea came to the time I posted it took about 15 minutes (if that). I put hardly any time into it (although there was a lot of comment moderation to do) and it was a rewarding experience.

The Benefits of the Project

Someone asked me via email today how much traffic the project drove to ProBlogger. The reality is that this weekends traffic has not been significantly different to any other weekend. Traffic wasn’t the point here.

The ‘point’ (if there was one) is that I wanted to give readers of this blog an opportunity to put themselves out there and connect with each other. That might sound a little selfless but at the time of doing it that was ‘the point’. There have of course been benefits to me from doing it – the main one of which is that there’s been a nice ‘buzz’ about the experiment and a feeling of ‘community’ and/or participation.

I never promised anyone masses of traffic from participating (in fact I said it was likely not to drive traffic) but people have been reflecting back to me that they feel ‘involved’ and that they felt like they were apart of something. I guess people don’t want to just ‘read’ or consume information on blogs – they want to participate.

The other benefit from the project to me was the impact upon my Twitter profile. I had 500 new followers over the weekend – largely from all the Retweets I’d guess.

What a Varied and Rich Community the Blogosphere Is

The thing that has struck (and even moved) me most this weekend is just what an amazing variety of blogs there are. As I read through segments of the list I found myself shaking my head and shouting out to my wife “hey there’s a blog about ……(insert obscure topic here).”

If nothing else this project has inspired me about blogging again. There are some truly creative and remarkable bloggers on in the list of submissions and I would highly recommend you set aside some time today to surf through as many of them as you can.

Link to those you find, spread the word of the hidden gems that you discover, subscribe to their feeds, connect with one another and be inspired by the creativity hidden in the list. The real benefits of this experiment happen now.

Elevator Pitches

Lastly – this project taught me a thing or two about ‘elevator pitches’. I’m not going to write too much about this here as I feel a post on the topic ‘brewing’ but I’ve heard from a number of bloggers who participated that they found the exercise of refining what their blog is about into 140 characters (although some thought it was 140 words) a very rewarding thing.

For those of you who missed the project I’d encourage you to think about how you would have described and pitched your blog in 140 characters – it could be a useful exercise (more on this later).

My Favorite Pitches

I said in my initial post that I’d post a few of my favorite ‘pitches’. At the time I thought there might be a few hundred to wade through not over 1400! I’m going to include a few of those that caught my eye here – but I feel that in doing so I’m doing an injustice to many others who have done a great job also. I would love it if you’d surf the list and highlight your own favorites either in comments below or even on your own blog (if it’s relevant).

Here are 10 (listed in no particular order) that caught my eye over the weekend (for one reason or another):

  • Are your beans for the birds? Learn about eco-friendly, sustainable coffee, and how your morning cup can change the world. – Coffee and Conversation
  • Mom-101. I don’t know what I’m doing either – Mom 101
  • I’m in a band called Linkin Park. For insight into the business and culture of music, plus updates on my band and art, visit me – Mike Shinoda
  • We are the TOP shed blog! Good Looking Sheds – Built To Last. Almost everyone needs a shed! We happen to think so :) – Idaho Wood Sheds Blog
  • You’ve just been sued for statements made on your blog. What do you do? How do you prevent it? Read the California Defamation Law Blog – California Defamation Law Blog
  • About a lioness travelling with a big kangaroo round the world. Right now, we are feeding at a watering hole called Tokyo – Lioness in Japan
  • My readers have called me both a hero and a straight laced prude. You decide – Maw Books
  • A budget fashionista’s hints, tips, tricks and trends for effortless style; because most of us could look better for less. – The Style PA
  • Some chubby math: A Fat man + various meats x bacon – vegetarianism = one funny and entertaining food blog – Eating Cleveland
  • Does this triathlon make my a** look fat? Running, swimming and biking at 51. Why couldn’t I take up knitting, like normal old people?! – Run Mom Run

As I say – these are just 10 of those that for one reason or another caught my attention. There’s 1400 others in the list – which caught your eye most?

Written on 10/11/2008 at 12:10 am by

8 Tips for Affiliate Marketers on Using Twitter

Filed Under: Social Media

Twitter-Affiliate-Marketing-Tips
Two days ago I asked Does Affiliate Marketing belongs on Twitter. The conversation that has emerged from that question has been rich – thanks for your contribution.

At the end of that post I said that I would post some tips today for affiliate marketers on how perhaps they should engage in the practice on Twitter (if at all).

As I mentioned in the previous, post I’m not anti affiliate marketing or doing it via new media – but I think the ‘method’ and ‘attitude’ of the marketer is very very important. It can mean the difference between conversion or not – it can also mean the difference between keeping followers and losing them.

Before I get into some Twitter specific tips let me share a previous article with some general affiliate marketing tips for bloggers.

Let me also say that I’m still not convinced that Twitter is the best place for affiliate marketing. However if you do choose to do it on Twitter here are some starting points:

Tips for Promoting Affiliate Products on Twitter

1. Relevancy is Key

One of the things that I noticed earlier in the week about those who were promoting the affiliate product on Twitter (an AdSense tips product) was that quite a few of them were not normally writing about anything to do with AdSense. Adding a link to an affiliate product that has little to do with what you normally write about on Twitter is not smart. For starters it won’t convert and secondly it potentially will annoy your readers. If you’re going to directly promote products from Twitter make sure they are relevant to the followers you have.

2. Personalization Matters

Another obvious flaw in many of the tweets that we saw in the example mentioned in the previous post were that they were identical to everyone else’s. We saw Joel Comm set up a system where he pre-populated tweets with a script that simply told those reading it to go download a product. Joel actually stopped by my previous post and reflected (among other things) that those who personalized their messages converted better than those who did not. I think this says a lot. A personal recommendation is going to get a much better response in terms of actual conversions and it is far less likely to hurt your relationship with your followers as the tweet will be in your voice and hopefully out of your experience with the product.

3. Genuine Recommendations

My policy with affiliate marketing is to only recommend products that I have used or have had someone close to me who I trust use and recommend. This is again something that will add weight to your recommendation and increase conversion – but it’ll also help your reputation and stop you from promoting products that are rubbish. Recommend a product that doesn’t work and your own reputation and any trust you’ve built up with those who follow your advice will suffer. Don’t sacrifice your own brand for the sake of a few quick dollars.

4. Be Conversational

I have used affiliate links directly on Twitter on three occasions (from memory). In each instance they were Amazon Associate links and they were a part of a conversation that I was having with other Twitter users (from memory they were at times when followers asked me for recommendations on products). The links that I left were relevant, the conversations were started by others and they fit naturally into the conversation. From memory I declared that they were affiliate links on at least two of those occasions. The opposite of this ‘conversational’ tweeting is the ‘cold call’ tweet which comes out of the blue.

5. Link to Affiliate Products Indirectly

If I were to recommend one tips above others it would be this one. I think it would be much more effective and less intrusive with the culture on Twitter to tweet a link to a post you’ve written on your blog that includes an affiliate link – than to tweet the affiliate link directly. Write up a review of the product on your blog, give a balanced review, share why the product is relevant to your readers, tell them who would benefit most from it etc. And THEN tweet a link to the review. The problem with Twitter is that you’ve got 140 or so characters and to really do the product you’re promoting service and to give your readers a well balanced review you need more than that.

6. Moderation is Important

In any affiliate marketing (and perhaps all types of marketing) those who you are speaking with will begin to ‘switch off’ and become blind to your promotions if you hit them too many times with marketing messages. This will especially be true on Twitter where I see the audience is highly skeptical to marketing messages, are attuned to transparency and where they can very quickly opt out of receiving future communication with you. Not only can they opt out when your messages get too much – they often subscribe or follow you on the basis of what you’ve already written. If all you ever do is promote products (or yourself) you’re unlikely to grow a readership or become anyone with any kind of influence on Twitter.

7. Listen to Your Followers

The thing I love most about Twitter is that it a listening device. A lot of people use it and promote it as a broadcasting tool (which is can be useful for) but I’m increasingly finding it to be a fantastic way to hear what people are thinking – both about life in general but also you. If you engage in affiliate marketing on twitter make sure you stay in tune with how people respond. This doesn’t just mean watching what people ‘reply’ to you but also means watching what happens to subscriber numbers after you tweet and also watching what people say about you without using your @username (you can set up an RSS feed on Twitter search to watch for keywords like your name).

8. Be Useful

This is a fairly general Twitter tip but it applies to affiliate marketing. If you’re going to promote a product on Twitter make sure it’s highly useful to your followers. This is connected to being relevant – but goes beyond it. I find that the more useful my Twittering is the more positive feedback I get from followers. The same is true from blogging and interestingly enough it applies to the products I’ve promoted over the years. The best feedback that I can possibly get after an affiliate product campaign is from someone who bought the product and thanks me for recommending it because they found it useful. To me this is the ultimate feedback because it means I’ve not only made a little money, but more importantly I have a reader who is happy, who remains loyal and who is perhaps even more loyal than they were before I made the recommendation. This really comes down to smart selection of products to recommend – make sure that they are the best!

There you have it – my guide for Affiliate Marketing on Twitter.

Have Your Say about Affiliate Marketing on Twitter

I’m aware that some will still be pretty anti the idea of promoting affiliate products on Twitter (and I remain unconvinced except through the indirect method of promoting links on your blog rather than direct ones that I mention above) but IF you’re going to do it – those are my starting points.

I’d love to hear more discussion on this topic though. Marketing on Twitter (and all kinds of social media sites) will only continue to happen more and more so the more we discuss it the better!

update: Get more posts like this at my new blog TwiTip: Twitter Tips.

Written on 10/9/2008 at 8:43 am by

Is Twitter Selling Links and What in the World is a ‘Promotion’

Filed Under: Social Media

Yesterday I logged onto Twitter and find a little addition to their sidebar. It says ‘Get some Perspective’ and contains a link ‘Watch Hack the Debate‘.

Here’s how it looks.

Twitter-Promotion

So I have two reactions to this.

1. How much more politics does Twitter need?

I’m sick of the ‘election bar’ that continues to appear when I visit Twitter. I’ve closed it many times but it continues to appear. I thought perhaps it was just me or at least just a frustration that other Non US Twitter users had seeing that Election promotion – but when I tweeted about it I only had 2-3 out of 50-60 responses that were positive about the election bar (including US Twitter users).

WIth the election bar and now a sidebar link Twitter seems to be moving away from their ‘what are you doing’ type focus. Sure a lot of the world is ‘doing’ elections but a large number of the world is also sick of them.

I do think that the US election is important but I’d love to see them give us the choice to opt out of this type of ‘promotion’ or at least to know if it’s an ad or not. But maybe that’s just me?

2. Is this a partnership, paid link… or?

My first reaction when seeing the link was that it looked a lot like an advertisement. There’s no marking of it as such but it does seem a little odd to just have an unexplained link to a political site just sitting there on the sidebar of a social media site under one’s stats.

When you look at the ‘source code’ of a twitter page you see that the link is tagged as a ‘promotion’ (click to enlarge the source code):

Twitter-Promotion-2

Interesting…. but what is a promotion?

On the site it links to (Current.com) it says that Current and Twitter have ‘teamed up’ – so it looks like some kind of ‘partnership’ but that doesn’t really explain it fully.

Now I’ve got nothing against Twitter monetizing with advertising, but I’d love for them to disclose whether that is actually an ad or not. If it is – they might want to ‘nofollow’ it or they might just find themselves penalized by Google for trying to game them (or for helping someone else game them at least).

What do you think?

Update – Evan Williams from Twitter has kindly commented below clarifying the situation. You can read his comments here. The most important clarification (in my mind) is that the link is not a paid link at all but a voluntary link. Thanks Evan!

Written on 10/8/2008 at 10:30 pm by

Affiliate Marketing on Twitter – Does it Belong?

Filed Under: Affiliate Programs, Social Media

Twitter-Affiliate-Marketing

What do you think about affiliate marketing on Twitter?

Lately I’ve noticed more and more affiliate marketers getting onto twitter. There’s been a real buzz about it actually in many internet marketing circles – almost like it’s the latest ‘new’ thing (I guess it is relatively new).

The unfortunate thing is that the model I’m seeing some internet marketers use on Twitter is quite spammy. Some have spammed Twitter so much directly that they’ve been booted off.

Today I got an email from Joel Comm. I’m one of his affiliates and have promoted some of his books and ebooks previously. We’ve met in person and I admire his knowledge of internet marketing greatly. However todays email didn’t really sit that well with me and I’d love to hear your opinion on it.

Joel is currently promoting an AdSense Secrets ebook. I actually like his writing on AdSense and some of what he teaches helped me a lot in the early days of getting into blogging.

I’ve promoted his AdSense stuff before and would probably do it again – but not in the way he’s asking his affiliates to do it this time.

The promotion he’s asking people to do is to Tweet a link to his book. Not only has he asked us to tweet about it (something I wouldn’t be anti doing to some extend) he’s given his affiliates a link to make the whole process automated.

All you have to do is click the link and it sets up a tweet in your own twitter account (if you’re logged in) and it embeds an affiliate link into the tweet automatically for you so you can earn money if people make a purchase of one of Joels products as a result of clicking on your link ($10 a month for each month they stay in his program).

Looking at Twitter Search just now it seems that his tactic is working – to some extent.

Picture 4.png

I wouldn’t call it a raging success (yet) but with 30 or so people tweeting about it (largely using the automated script Joel’s provided) there’s been some take up of it.

Now on some levels I don’t have a problem with Joel’s campaign. I am not against affiliate marketing, I’m not against promoting products in new media – however there’s something that has been playing on my mind about this all day.

To be honest I’m not completely sure why I don’t like it (as I say above I don’t have a problem with some of the principles behind it) but there’s something that doesn’t sit well with me about this.

Risky Behavior and Spam

I think one of my main problems with it is that it almost seems like Joels asking others to engage in a little risky behavior for him and putting them a little at risk. Twitter is pretty anti spam and while he’s not done it directly the search results do look quite spammy when you line them all up and see the exact same message over and over and over again. I wonder how Twitter will respond to this and who will suffer? Joel or those who tweet it?

Impersonal Marketing

Another thing that I am reacting against with this strategy is that the tweets Joel is suggesting seem very impersonal.

“Download Joel Comm’s Adsense Secrets For FREE! “

This just doesn’t resonate with me as the type of message that would do well on Twitter. A message out of the blue about someone encouraging a download. I’m not sure it’s where affiliate marketing is going online either.

My own experimenting with affiliate marketing over the last few years is that it works best out of relationship and trust with those that you recommend products to. I find that promoting products do best when you are able to give an honest review of them, when you’re able to tell people who they are best suited for etc

This is actually why I think blogging is an ideal message for affiliate marketing. It’s a great place to build trust, fully review a product and give a balanced recommendation – 140 or so characters just doesn’t seem enough to do much to do most of that.

I guess what I’m coming to is that a tweet like this doesn’t really sit comfortably with my style of affiliate marketing.

What do you Think about Affiliate Marketing on Twitter?

But that is just me – what about you? Does affiliate marketing belong on Twitter? If so – how would you do it?

To be clear – I’m not wanting to start an anti Joel Comm thread of discussion here – like I say, I like the guy and don’t have anything against his products, but I am interested to hear what you think about the topic of affiliate marketing on twitter (and other forms of social media). Over to you….

How Affiliate Marketers Should Use Twitter?

It’s pretty easy to say you don’t like affiliate links on Twitter and not say anything constructive. So tomorrow I’d like to attempt to put forward some ideas on how Twitter (and other social media sites) could be used by affiliate marketers appropriately and effectively. Keep an eye on my RSS feed over the next 24 hours to see when the post goes live.

Written on 10/8/2008 at 10:18 am by

Aweber to Add Twitter Updates Feature

Filed Under: Blogging Tools and Services

I just found out that later this week Aweber (the newsletter delivery service that I use) is adding a new feature that will allow their publishers to automatically send an update to their Twitter account when they send a new broadcast/newsletter. The tweet will link to an online version of the newsletter so that your twitter followers will get to see what you’re sending out to newsletter subscribers.

This new option will appear in the ‘Syndicate’ section of the admin area of sending out new newsletters.

Picture 1.png

It’s a cool little feature that should help publishers extend their newsletter reach.

Written on 10/6/2008 at 9:08 pm by

Home Bases and Outposts – How I use Social Media in My Blogging

Filed Under: Featured Posts, Social Media

Lately I’ve been pondering the part that social media plays in my blogging business.

This post is an attempt to make some sense of it. I’d value your thoughts in comments to help me take these half thought through ideas to something more concrete.

Those who have been following me for a while know that I not only spend a lot of time on my blogs but also invest significant time on sites like Twitter, Facebook, LinkedIn…. (the list could go on).

What’s my strategy? Why invest so much time into sites that I don’t actually own?

To be honest there are days when i wonder if I have a strategy at all. There’s so much I don’t know about social media and how it fits into what I do – some days it just feels messy. However in the midst of it all there are moments of clarity.

Home Bases and Outposts

Home-Base-Outposts
Today I was watching a video of a presentation by Chris Brogan and a short segment of it resonated strongly and put words to the way I use social media. He talked about:

  • Home Bases
  • Outposts
  • Passports

He’s used these concepts numerous times on his blog before (here and here for example) but today it got my attention a little more than previously – particularly the idea of the ‘Home Base’ and that of the ‘Outpost’.

A home base is a place online that you own, that is your online ‘home’. For me I have two home bases – ProBlogger and Digital Photography School. For me my home bases are blogs but for others they will be other types of websites.

Outposts are places that you have an online presence out in other parts of the web that you might not ‘own’. I’d previously being using the word ‘satellites’ to describe this but I think ‘outposts’ works better.

Outposts will mean different things to different people and businesses. Here’s how it looks for me as I think about my home base of ProBlogger.

Problogger-Home-Base-Outposts

As you’ll see, most of my ‘outposts’ are social media sites – however for others an outpost could also include forums, other community sites and even the comments sections of other blogs.

Each of the outposts that you see above are places that I have accounts and am attempting to grow my online presence (some better than others). These ‘outposts’ are sites where I:

  • add content
  • build relationships
  • test ideas
  • grow a profile
  • listen
  • experiment
  • make connections
  • try to be useful
  • play

Out of this combination of activities many things come. Relationships, ideas, traffic, resources, partnerships, community and much more emerge from the outposts – much of it making my home base stronger.

Two Way Streams and Outposts Taking on a Life of Their Own

The outposts do drive some traffic back to the home base, but many of the benefits are less tangible and have more to do with building the brand and influences of my blogs.

Also worth noting is that the outposts don’t just feed the homebase (it isn’t just a one way thing)- but the homebase feeds the outposts and sometimes the outpost seems to take on a life of its own and becomes the real place of action where without really trying a community emerges.

For example this week I discovered that a small (but growing) group of ProBlogger readers had been interacting with my content and one another on my Facebook Profile – despite the fact that I’d not spent more than 20 minutes on Facebook in the previous three months. Just the fact that I link to Facebook and pull in my Twitter activity means that the ‘community’ there has sprung up (now that I’m aware of what’s going on I can participate and feed the community.

This Post is Half Finished

I laugh when people occasionally refer to me as a social media expert.

You see while I’ve managed to grow a reasonable social media presence over the last few years there is still much to learn. As a result I’d love to here your thoughts on what I’ve written and how you see and use social media in your blogging and business. Your comments will take this post a step closer to completion – looking forward to how it ends!

Written on 9/19/2008 at 12:00 am by

What is the Real Value of a Social Media Visitor?

Filed Under: Social Media

Keeping You Posted by Skellie.Skellie wrote this post. She writes plenty more advanced blogging tips and strategies at Skelliewag.org. You can also get to know Skellie on Twitter.

Bloggers are fiercely divided when it comes to deciding the value of social media traffic.

Some crave it or even become addicted to it, writing every post with an aim to hit the front-page of Digg and spending hours trying to promote their own content. Others feel it has little value and largely ignore it, citing poor rates of conversion into ads clicked and subscribers gained. Others loathe social media traffic for the atmosphere it brings (real or imagined) and will do anything to avoid being discovered by social media–usually the result of being hit by a slew of negative comments on a post that rubbed digg users the wrong way.

Regardless of which camp you find yourself in, I want to take an objective look at the real value of a social media visitor for bloggers trying to make money online. If I can be allowed to skip to the end before I’ve even started, my argument is that social media visitors are neither a godsend or a curse. Instead, they’re great for some things, and not so great for others.

1. Not for clicking on ads

It has been well-documented that visitors from social media platforms like Digg and StumbleUpon click on ads much less often compared to search visitors. Various theories have been put forward as to why this is, but I think it’s simply because social media visitors are ‘focused’ browsing. They are in the middle of doing something (using social media, usually at a fast pace), and are therefore less likely to wander off in a new direction by clicking an ad. Another reason is that social media users spend more time online than the average web user and are more likely to have developed a sort of ‘blindness’ to ads.

If all your ads are CPC (cost per click) then social media traffic is not going to add much direct monetary value to your blog–though they may go on to do so indirectly. Instead, focus on search traffic and links for direct income. By contrast, if you use a mixture of CPC and CPM (cost per thousand impression) ads, or only CPM ads, social media traffic will have more value for you. This is because it’s…

2. Really good for page views

A stint on the Digg front-page or becoming hot on StumbleUpon can send more visitors than many blogs receive in a month. Whatever these visitors are doing when they arrive at your blog, they still register on your stat counter and provide ‘impressions’ (page views) to present to potential advertisers. This may also cause your Alexa rank to increase.

Page views are the determining factor in how much a CPM advertisement is worth on your blog. More page views equals higher prices, and social media traffic can drastically increase your page views. For this reason, it’s an important source of traffic for anyone offering CPM advertising.

One potential pitfall to be wary of is that, though advertisers are probably only looking at number of page views and not the source, some will want to know where it all came from. In my experience, though, most advertisers don’t ask this question. If they end up buying an ad spot on your blog they might find the click-throughs to be disproportionate to the amount of impressions they’ve paid for. This is mainly an issue when the blog has a very high proportion of social media traffic compared to other sources. Advertisers who find click-throughs are low will be unlikely to renew with you. If this turns out to be a problem for your blog, try weighting social media traffic differently when calculating your rates. After all, social media visitors are…

3. Not initially invested in your blog

People often complain that social media visitors are disrespectful or plain rude, particularly when they come from Digg. However, it’s not hard to see why social media visitors would be tougher than your usual blog visitor. They may not follow many individual blogs. They may have clicked on a submission based on its headline and not quite known what they were getting. They might have clicked through to your blog just because they think your topic is stupid (maybe you write about a sports team that they despise, or a politician they loathe).

Search visitors are generally too busy looking for something to be nasty, and referral visitors are probably already reading other blogs in your niche, and are unlikely to find yours suddenly provokes them to lash out. When they arrive at your blog, they are partially invested in it. Social media visitors are not. At least, they don’t start out that way.


Photo by Johan Larsson.

A number of people are particularly bothered by the comments that digg users leave on their blogs. These are less troubling when you know why they occur. At digg, the comment culture there operates on a system of ‘diggs’ and ‘buries’. Comments that the community likes tend to get ‘dugg’ and comments the community doesn’t like tend to get ‘buried’. There isn’t any reward or penalty for either, but that doesn’t stop people fighting for imaginary brownie points. The quickest route to a ‘dugg’ comment is to post something insightful, add something to the content, make a joke about something mentioned in the story or to criticize or insult the content or its author–often trying to be funny at the same time, but sometimes not. Digg users have a lot of stories to read and, err, a lot of ground to make up on Mr. BabyMan, so they’ll usually go the quickest and easiest option: a witty remark, or a criticism, or an insult, or some combination of the three.

When the digg users get to your content itself they often approach commenting with the same attitude as they did when they were at digg, because digg is often where they’ve ‘learned’ how to approach commenting. Sometimes the results can be genuinely funny and clever, but other-times they can be a bit depressing! Usually this depends on the particular combination of digg users with your content’s topic. Sometimes digg comments will add a breath of fresh air to your blog and other-times you’ll wish you could delete them (and hey, you can). After all, they’re never going to come back, right?

Not necessarily…

4. Can yield new subscribers depending on the topic

A common question about social media traffic is why it often doesn’t translate into a subscriber boost. Some people claim it never does. Not for them, perhaps, but I’ve heard many stories of people gaining–and keeping–subscribers when their content goes popular on social media (and this is something I’ve personally experienced on my own blog).

For those who’ve never experienced a subscriber boost from social media traffic, you’re probably thinking: “OK then, what am I, apparently, doing wrong?”

The answer is: nothing. Social media users are generally interested in some topics in a deep way and not others. Just because they liked your post on personal bio-domes doesn’t mean they want to read about environmentally friendly inventions every day (thought it doesn’t mean they won’t either). This probably appeals to the visitor’s ‘surface interest’. They might read about the topic once in a while but not have any real passion for it. They might also find that, though they loved the post they just voted for, the rest of your blog is on a slightly different topic that they’re not interested in. After all, a lot of people bring new topics into their blog because they have more appeal to social media, but perhaps the social media visitor is interested in that topic and not any of the others you write about?


Photo by ojbyrne

From my own use of Digg, for example, I often Digg stories related to the environment and environmental innovation but I don’t subscribe to any blogs on this topic. I’m interested in it but don’t consider subscribing because I don’t have time to read blogs that don’t directly benefit the work that I do online. I do the same for content on video gaming, computers, technological innovation and so on. It’s not that I have a predisposition not to subscribe, but rather that I’m exposed to a lot of content I wouldn’t seek out otherwise, and that I am happy to enjoy in small doses.

It’s also worth remembering that many social media visitors interact with web content primarily through social media, rather than through RSS feeds or by bookmarking a handful of their favorite blogs. Their favorite social media platform delivers so much content they enjoy and is so time-consuming to be involved in that many–but certainly not all– don’t have the desire or time to follow blogs that may or may not produce good content in future. Is this to suggest all social media visitors fit this mould? Not at all, but it might help explain why they are less likely than referral and direct traffic to stick around for the long-haul.

If you do want to turn social media traffic into subscribers, make sure your social media optimized content sticks very close to the topics you write about on a daily basis. Aside from that, you might just have to hope that people interested in the topic of your blog are also likely to be reading blogs on a regular basis.

5. Likely to have a well-developed network

Social media is often just that: social. An active social media user might be in regular contact with dozens of other users and regularly share content with them. If your content hits a nerve (in a good or bad way) it is likely to be shared through that network by word-of-mouth as well as on the service itself. If the recommendation is positive then this can be a good way to get engaged readers visiting your blog. The recommendation of a friend gives them a reason to be much more invested than the average social media user.

6. Can trigger a domino effect on other social media platforms

If you look at the profile of an active social media user, you’re likely to find that they are not putting all their eggs in one basket. Many digg users have active StumbleUpon accounts, and so on. A stumble may also lead to a digg and delicious bookmark. A reddit may lead to a mixx. This can lead to a ‘domino effect’ where your content goes popular on more than one service. That’s not a bad situation to be in–unless your blog goes down, of course!

7. Can help promote other content in future

A social media visitor who votes for your content and then decides to visit your blog in future can be a valuable asset to you. They might submit future content to social media, or refer other social media using friends to your blog. The best way to have social media success is to have loyal readers who are active on social media.

It’s important not to fall into the trap of thinking of social media visitors as ‘this other thing’, separate from your audience–a teeming mass doing their own thing somewhere else and occasionally paying a visit. At least some proportion of your own most loyal readers are likely to be using social media.

8. Are good for search rankings

Digg, delicious and Reddit in particular are good for this. When a story becomes popular many social media users link to it, in addition to Digg itself, which is a very high PR site. Many people even autopublish delicious bookmarks to their blogs. Going popular on any of these services can connect dozens of high-quality links into your blogs (and, as always, a whole bunch of scrapers).

As much as I love StumbleUpon, it is weakest here. So much of the interaction with it occurs through the toolbar rather than through a webpage. There is no iconic page of ‘Top stories’ on StumbleUpon (I’m pretty sure there is a page for popular stories, but it receives little attention compared to the ‘front pages’ of Digg, delicious and Reddit). There is no general RSS feed to subscribe to. What all of this means is that going popular on StumbleUpon rarely brings a whole bunch of incoming links with it, causing it to have less SEO benefit than success on the others.

***

With the above eight points I hope I’ve led you to think about the value of social media visitors to your own blog. They can certainly provide plenty of value, but tapping into that value will require that you begin to get a sense of the faces behind social media traffic, and to understand the ‘culture’ of social media, which leads to certain behaviours being prevalent in its users and others not so. The more realistic your expectations are, the better you will become at harnessing social media traffic.

While reading posts like this does help, you can never truly ‘get’ social media and its culture until you immerse yourself in it. You certainly don’t need to be a power-user (and for most this is unlikely to be an efficient use of your time), but spending a couple of hours a week participating in a social media service you enjoy will provide invaluable knowledge about your audience. I’d suggest going with at least one of the big three that most people are using: StumbleUpon, Digg or Reddit. In fact, I want to suggest that using a social media service for even an hour will teach you more about writing social media optimized content than any blog post you could read.

You should always strive to know your audience better.