What Message Are You Trying To Project?
Posted by Mitch on Aug 13, 2010
A strange thing happened to my wife and I last Saturday.
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Some Saturday mornings, we decide to go to what’s known as the Regional Market of Central New York. People from all over central New York sell all sorts of things there like fruits and vegetables, candies and cakes, candles and perfumes, fish, clothes, foods, etc. My wife goes almost every Saturday. I’m kind of a part time guy; I invariably have a good time (when it’s warm weather), but you have to go early if you want to be close to everything, otherwise you could have a long walk coming.
This Saturday was going along like any other. I was saying hello to babies, being my naturally friendly self, while my wife was looking at produce that she and a friend were going to share later. This particular week there happened to be a Christian group booth in the middle of one of the display areas, and as we got there I got distracted by some honey roasted cashews on a table to my right. I’m not sure what my wife was doing, as she was slightly behind me, but I heard the man ask her if she would take a flyer he wanted to give her. She politely said no, and his response was “are you ready to die?”
Because I knew she wasn’t in danger I didn’t turn around, but kind of out loud I said “I’m thinking that’s not the best sales pitch I’ve ever heard.” The women in front of me heard it and laughed, and one of them turned around and gave me a high five. I accepted it, but I was thinking “what the heck was that all about?”
In the next display area we came to, a man was smiling and holding out his flyers. This time I said no thanks and walked on, but my wife decided to take his flyer. On the front was what you see in the image: Muslims for Peace. Later on, while sitting in the car while my wife went into a new hair salon to ask some questions, I pulled the flyer out and read through it, and found it somewhat illuminating.
No, I’m not about to go out and become a Muslim. However, I have to say that the two messages my wife and I got literally within minutes of each other were drastically striking and contrary. If my only experience ever with both Christianity and Islam had been these two men, you know which way my support would have gone. The way information was presented was way different, and even though I understand the message the Christian man wanted to convey to my wife, in a public forum with lots of other people around and one chance to make a good impression, he uttered a statement that could have been taken as a threat, but was definitely taken as one of strange intolerance for someone else’s position, all from deciding she didn’t want a flyer.
Lately here I’ve been talking about influence and social media marketing, but in the past on my other blog I’ve talked about consequences and perception. Giving people a reason to dislike you more because you said something wrong rather than stating an opinion someone else may or may not like is almost never worth it if you really care about getting business, making friends, etc. I’ve talked a lot about how social media can be your friend, but sometimes it can also hurt your online and offline business if your timing is bad and your words not quite correct. Of course, as I’ve always said, if you’re ready to deal with the consequences you can say anything you want.
Of course, I have no religion or faith, so I’m not going to be changing to anything any time soon. Still, if I were at Hogwarts I’d probably have given 50 points to some house and taken 50 points away from another. I wonder who ended up scoring better on the day once my wife and I left last Saturday.
Copyright secured by Digiprove © 2010 Mitch Mitchell
Using Social Media To Grow Your Influence
Posted by Mitch on Aug 4, 2010
I have a nice little series going on here concerning the topic of influence. I started out asking how influential we were online, and followed that up with what is influence and how can we use it. It’s time to go in a slightly different direction, that being how to grow influence, and since I’m trying to turn myself into the social media marketing guy, I’m going to use that as my premise for how I could possibly grow my influence. By the way, part of using social media marketing is also to grow your local influence, so I’m going to be considering that as well. I’ve been assuming this is all a part of marketing and branding myself at the same time; I hope you’re thinking along the same lines.
Before I go any further, I have to give credit where credit is due. Though I’ve been thinking about the subject for awhile, it never really hit my mind to start writing about it until this young lady named Mandee Widrick kind of started making it her business to grow her influence. Oddly enough, she’s trying to become what I’m trying to become, but I don’t see it as a sense of competition, hence I’m not afraid to talk about her. Anyway, she wrote a blog post titled Fast Company’s Influence Project, where a site is doing a project trying to help people figure out just how influential they are. You sign up, get a link, then you send your link out, trying to get people to click on it so that you can find out just how influential you are. I thought about it for a brief minute, then my mind said it was a lot like the Alexa Toolbar used to be considered, only I’d have to work at it. And I figured if I was going to work on something I’d rather work on my own stuff. Still, her site is good reading; so says I.
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Back to the subject at hand; just how am I going to use social media to grow my influence? This time I’m going to start with talking about Facebook. Last Friday my business page finally hit 100 members, and I’m proud of that fact. I want it to continue growing, but I really worked on promoting that bad boy on Twitter and on Facebook itself. I’ve talked about it here, but not on my other blog, and I’ve totally forgotten to mention it on LinkedIn, so that’s coming as well. I’m going to begin using the fact that I’m up to 100 members as a promotional tool to get even more folks to join. Of course, I need to keep updating it with my information, which is mainly my blog postings, but I also need to occasionally pop something in there that touches upon a topic I discuss for business, which I try to do.
Next, I’m going to use this blog. Remember last week I said this blog was linked to around 14,000 other sites? Well, when I was going through that list a bit I saw I was on sites I knew nothing about. So I’m going to check those sites out, and if there’s a possibility to do so, I’m going to post a comment on those posts, and I’m going to then link some of them here so folks can see that I’m elsewhere in the blogosphere. I just hope they’re not scraped sites. lol Overall, however, I believe the mix of both business and personal topics has worked well with this blog.
I’ve already started a Twitter strategy, and I’m going to keep it going. This blog has a lot of topics on things such as SEO, blogging, and writing, some of them a couple of years old, and people have missed them. So, I’m going back, looking at them, and the better ones I’m popping on Twitter every once in a while. I’m doing the same thing for my business blog. I figure I have nearly 15,000 posts between the two blogs, so why not use them? I’ve also popped an occasional oldie but goodie from my business blog onto my Facebook page; I just remembered that. And I’m posting links to articles I’ve written on other sites as well to Twitter; trying to show I’m a well rounded guy.
Here’s the thing about Twitter, if I may. It’s my best chance for growing my influence with the local people, who really don’t know what I’m all about. I talk to more of them all the time, and if in some fashion I can get them talking about me more, and not just because of the potential Syracuse wiki project, it can only turn out good.
As for LinkedIn, well, the best I can do is keep doing what I’ve been doing, which is going in every 3 or 4 days and posting something, anything to keep it live, and now I can post the thing about my Facebook business page; whew! And I’ve been trying to be a bit more active in some of the LinkedIn groups, which can be difficult because often there’s really nothing I’m in the mood to comment on. But it has to get done, as I work on this influence campaign.
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Oh, there’s one final piece. One thing I haven’t really done is create a business profile of sorts. I have a bio page on my main site, and an about page on my second business site, but I need something a bit more business professional and direct that I can either print up or send as a pdf to potential clients. I need to work on that, with an image, and get that going, hoping to circumvent calls for a CV for interim projects. I hate producing a CV; I’m an incorporated business person after all, with a business license. But in this case we do what we have to do. But I’m not going to give up my humanity either; no, that’s not my daughter. 
Have I covered everything? Probably not, but it’s a process that I’m going to begin. And though it’s going to be ongoing, I’m going to see if I can figure out a way to track progress over the next two months. This could be a great case study and could turn into a seminar of some type; let’s see what happens.
Copyright secured by Digiprove © 2010 Mitch Mitchell
What Is Influence?
Posted by Mitch on Aug 3, 2010
On Saturday I wrote a post titled How Influential Are You Online, and I ended that post with this: “what is influence anyway, and how does one use it?” I said I would tackle that question this week; this is me tackling it.
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In general, influence is the power to make an effect of some kind. It can be positive or negative, which of course isn’t good, but that’s just how it goes. If you think about Star Wars for a quick minute, Emperor Palpatine is a great example of influence. He’s a bad guy who does good things and gets people to believe in him and want him to become supreme chancellor. At the same time, he’s the most evil thing in the universe, the emperor who can get Darth Vader to do anything he wants him to do. In essence, he’s leading the same people he’s fighting against; how’s that for real power?
Reigning it back in, since none of us are going to be either of those things (thank goodness), we’re left to look at ourselves to first determine if we have any real influence over others, and if we do how are we using it. Parents, we’re keeping the discussion of children out of this one for now, so I don’t want to hear any “I’m a parent and I influence my children” stuff. Trust me, for the most part it’s not true anyway (yeah, I said it).
Let’s go back a bit to my previous post on the subject. I mentioned this thing about social media and the question that was asked about people locally. No one mentioned my name, yet I just did that workshop. What’s funny is that two days before, I went on Twitter and said I knew everyone already knew about it, but I just wanted to put it out there one more time. Two people actually wrote me to say they didn’t know I was doing it. I mean, I posted it every day at least once a day, mixed up the times, and wrote 4 blog posts about it, and still people didn’t know? And, to be truthful, not a single person I talk to locally on Twitter came, or said they were coming. Influential; I think not.
Last year when I did the webinar on social media and SEO, the product of which is sitting there at the top left, I actually had a little bit of influence, as a couple of people paid to sit in on that conversation. One I drove there because of this blog, the other because of email. Renée drove people because of her association with the Liverpool Chamber. Neither of us drove tons, but we got enough people there to make putting the event on worthwhile.
So, this leads us to the next part of my question, which is how do we use influence? For me, I’m looking to use my influence to get people to sign up for my workshop, at least locally. Online, I’m looking to drive people to buy or at least look at the few products I’ve created so far. But I’m also trying to use my influence to drive traffic to my blogs and some of my websites; after all, what I really want to do is to continue growing my influence as much as I can for my ultimate goal as a professional presenter, traveling the country talking to people about a host of things. I actually love doing that; standing in front of people is a rush that I know a lot of folks hate. For me, getting paid, and paid well, to talk to people would be just great.
So, I need to increase my influence so I can use it when I get there. And how am I going to do that? Well, I’m not quite sure, but I have a plan. I’ll talk about that next time.
Copyright secured by Digiprove © 2010 Mitch Mitchell
How Influential Are You Online?
Posted by Mitch on Jul 31, 2010
On Twitter yesterday, one of the folks I followed asked who they thought were the most influential Syracuse social media people. There were a few names bandied about, but I have to admit that somewhere along the way I was hoping that someone would mention me. However, it wasn’t meant to be, and as disappointing as that was, it seems to follow an interesting pattern.
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We as bloggers spend our time writing our posts, hoping to drive visitors to our sites to read what we have to say and see what we have to show. Some of us hope to make a dollar or two here and there, if not necessarily through the blog itself, then by doing speaking engagements, workshops and the like, or having someone see what we write about and decide to pay us for it. However, to get all of that, it takes influence, because that’s what’s going to determine just how many people are going to come see what it is you do.
What I’ve noticed is that I’m more influential outside of my home area than within it. Though I’ve lived in this area for 35 years, I find that I’m kind of the great unknown. Now, a part of that is my fault because I don’t get out all that much anymore, and in the days when I did get out, there was no internet. It’s hard becoming a local cause célèbre, if you will, at age 50. Indeed, the local net community in general probably didn’t even know I existed until I went to my first tweetup last year. Oh, I had a local client here and there, but all because I participated in this consulting group; any local work I’ve done has come through them.
Just to spread this even further, most of my consulting assignments in my main profession have also been out of town. Do local facilities need the types of services I provide as much as out of town facilities? Yes. Do they even look at me? No, I’m pretty much ignored, even at health care networking meetings (I finally decided to drop out after being a member for 15 years), though I do still market to them from time to time. Not memorable enough? Me?!?!?
Back on the 22nd, I did my first workshop on social media marketing in central New York. It’s actually the first time I’ve given a presentation in this area that I’ve been paid for, and I’ve given enough presentations. Goodness, I’ve been in the local newspaper, local business newspaper, once on local radio (I don’t count seeing myself in the background on the local news, though I did laugh), and it seems no one really knows who I am around here; that’s a shame.
Of course, I kind of see it as my fault. One of the things about social media marketing is that when you do it, unless you’ve finitely targeted yourself to your local area, your message tends to spread everywhere, and let’s face the fact that there’s a lot more people “everywhere” than at home. The most consistent comments I get on this blog or any of my other blogs come from people “elsewhere”. The people who have bought products I’ve created are from “elsewhere” (well, I did have one guy I knew who bought one of my products, but he’s the only one). Any web work that didn’t come from my consulting group, or writing work, that I’ve gotten have come from “elsewhere”. Goodness, the article I wrote about one of our tweetups, where I mentioned about 30 names, only got 2 comments, luckily from local people, though I know a few more did see it at least.
Ah, I know what you’re asking; what about the topic about influence online? In that fashion, we at least have some tools we can look at. For instance, I’m sitting at an Alexa rank of 112,591 for this blog. My main business site is around 392,000, my other site is around 1.3 million. For my main search terms on my main business, I come up in the top ten, if not at #1. For my other business, I’m in the top 40 for half of the terms, but if Yahoo was the main search engine I could actually claim a bunch of top 10 slots; I’m going to figure that out one day. For my main business site, it’s linked to more than 3,000 other websites, and my other business site almost 3,000; for this blog, more than 14,000 links elsewhere. As a point of comparison, I popped in some other domain names, and I don’t see anyone else linked to that many sites that I know.
So, in a weird way, it begs the question what is influence anyway, and how does one use it? I think I’ll tackle that one next week. But I’ll ask this question again; how influential are you online?
Copyright secured by Digiprove © 2010 Mitch Mitchell
First Social Media Marketing Goal
Posted by Mitch on Jun 28, 2010
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Two weeks ago I wrote two posts on social media marketing. The first was titled Do You Have A Social Media Strategy?. The second was called Goals For A Social Media Strategy. I was attempting to start a general conversation on the topics because I kind of had an ulterior motive planned. Some of you (Scott, Dennis) wanted more specifics on those goals; I didn’t want to give them up. Now I can talk about it a bit more.
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On July 22nd, in Cortland NY, I’m going to be a big part of a workshop on social media marketing. Okay, truthfully I’m doing most of it, but my friend Renée Scherer of Presentations Plus is going to be doing a part of it as well. The topic is titled Make A Splash With Social Media Marketing For Business. This is a 6-hour presentation that will talk about social media strategies, mention special social media outlets and actually help people set things up as need be. We’re also doing the same presentation on August 19th, but I really want July to be successful.
We’re charging $149 for members of the Liverpool Chamber of Commerce and $169 for everyone else. That’s because the venue sponsoring us is Greek Peak Mountain Resort, a new member of the Chamber (for those who are local I know they’re not in Liverpool, but I don’t ask questions lol) who’s promoting their new attraction, Cascades Indoor Water Park. And if you think that’s a high price, Renée got a flyer in the mail last week for a similar presentation being given in Hawaii for $475 for the same time frame; this is a steal! And there’s a special price which makes it inviting to turn it into an all day thing with the family; coupons if you will. Here’s the flyer to download if you’d like to check it out.
The thing is I wasn’t initially a part of this event. I was asked if I would take over for someone else, and there were some circumstances that I wanted taken care of before I consented. Those have been taken care of, so now I’m a part of this thing. And I have a lot of work to do; I’ve already started on the initial outline, but this is at least 5 hours of talking, presenting, and hands on teaching, so it’s more than the traditional presentation for me.
Now, something I mentioned to my friend Scott is that I don’t believe all goals have to have a time frame on them, and I stick by that. He is correct that most trainers will say you must have a date on it, otherwise it won’t have a chance to be fulfilled. How many of you have lost the amount of weight you said you were going to lose by the date you set? I thought so. How many of you have lost at least some weight by the date you set? I’m betting that’s a different number, and that’s kind of my point. Sometimes the effort towards the goal is more important than the date on the goal; at least that’s how I’m dealing with this thing with my health club, as I’ve yet to lose any weight but have lost some inches.
Anyway, now I can reveal the goal that I really had, which is to have at least 50 people at this event in July. Actually, some of the things we’ve tried have already been put into motion, but I’ll talk about mine, since I’m going to be trying it the social media way. Once a week for the next 2 weeks I’ll be having a post on the event on this blog; that might mean two blog posts in a day, or it might be the only post on that day. In the last 10 days I’ll be throwing a blurb on here as well, and one of the posts will be a sticky post, which means visitors to the blog that come in through the mail page will see it at the top for those 10 days. I’ll also be writing about it on my business blog; I’m not sure I’ll be writing about it more than once on my finance blog, since the topics aren’t quite compatible.
I’ve already started talking about it on LinkedIn, albeit kind of discreetly. I’ve had 3 people contact me asking me to keep them in the loop when I knew more; that’s not a bad start, and now that I can be more free, I’m going for it. How am I going to do it? I’m going to use the 120 character box on the main page to mention it and link to it, and I’ll be throwing out something in some of the local LinkedIn groups I’m a part of. In the last few weeks my connections have grown, and now I’m sitting at around 235 people; that’s not so bad.
It will become a part of my Twitter marketing. Of course the messages will go out when the blogs post, since those messages go out automatically, but I’ll be wording the campaign differently when I mention it separately. The thing about Twitter is that you can miss a lot of people if you only post something once a day, since the stream moves fast. Lucky for me, I talk about so many other things, as well as talk to people in general, that hopefully it won’t be seen as spamming the masses too much. Oh yeah, there’s also a Tweetup on the 30th that I’m going to, and I’ll be talking about it there as well. It’s an offshoot of social media marketing, so it counts; my rules. And y’all can look to the right there to see how many folks I have following me there.
As for Facebook, first I hope more of you join my Facebook business page, for which the widget is there to the right, or you can click on this FB business link. I’m going to mention it in that group, and of course I’ll create an event link to market it as well. I have almost 450 friends there, but of course I’m only going to send a specific link to those people who are local. I’m also a part of a couple of local groups there as well, so you can bet they’ll hear about it.
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Both Renée and I will be doing an email marketing campaign as well, as it’s part of social media marketing, old school as it were. We’ll be getting some help with that one via the Liverpool Chamber; ah, finally something that my paying a membership for is providing me. Renée will be using Constant Contact, and she’ll be presenting that since I know nothing about it except I market it as an affiliate.
One final thing we might be doing concerns the webinar we gave last year. I want to talk about YouTube in a bit more detail, so our plan is to take a piece out of that webinar we market and have a short video from it made so we can then create a YouTube page to put it on. I’m not sure how well that will be received, but it’s the next step in my overall social media marketing strategy, so I might as well get a jump on learning how to use it, right?
Anyway, time to end this one. As you can see, it’s an audacious goal, but we’re going to push this one hard. We have verbal commitments; now all we have to do is turn those verbals into actual paying customers. And now you know the rest of the story; thanks Paul Harvey. Stay tuned; at some point after the event I might let you know how successful we were. Oh yeah; future emails will be much shorter. 
Copyright secured by Digiprove © 2010 Mitch Mitchell
Not A Fan Of The Upsell
Posted by Mitch on Jun 21, 2010
Last Monday I went online and ordered a product my wife and I saw on TV. We’d waited a couple of months to make sure we wanted it, then decided it was time to pull the trigger on the purchase.
A couple of days later, we started getting this phone call from a company we didn’t recognize. We had decided we weren’t going to pick it up, but after call number five I decided to go ahead and get it out of the way.
It was the company we’d bought the product from. We were being thanked for our purchase and were told that we were being sent some other nonsense that included $40 in gas coupons, and would be charged $1 for a month, which we could cancel if we didn’t want it. I decided to go ahead and let it go, even though I knew I’d be canceling the day it showed up.
The guy then sent me to someone else to confirm the order. The next guy gets on the phone, confirms what was said, then starts saying how they’re going to send me all this other stuff for a very low price, since I was a preferred customer. At that point I told the guy to not send me anything else, I wasn’t interested and would possibly forget to cancel all those things, and to only stick with the original offer. He said he understood, put me down as “no”, and said he hoped I would enjoy my purchase.
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I’m not a big fan of the upsell. I understand it’s a nice little marketing trick that works on a lot of people, but at times I find it quite intrusive. What I described is how it works in the regular world, at least one way. After all, most of us have dealt with “would you like to super size that?”
Online, it works in the form of either visiting sites that offer one thing and having that popup or floating window come along and block whatever it is you were reading at the time and forcing you to take some kind of action before you can continue doing what you were doing. It doesn’t matter what it is; a product, a newsletter, subscribe to the feed… it’s an upsell to something you probably weren’t thinking about doing in the first place, or had no need to do.
One of the gripes I had with Clickbank is that it allows its users to promote upsells to the max. One product I was thinking about marketing early on, since the only association I have with Clickbank now is that book to the right side on $100 a day (I had said I was totally dropping it, then realized I liked that book and it’s through Clickbank), had it where a person might decide they wanted to look at one thing, were taken to a page showing something else, and even if you declined you were taken to a third page that had about 20 different items listed. That’s overwhelming for anyone, and I wondered if anyone would even bother with buying the first item at that point; I wouldn’t have.
GoDaddy, from whom I buy my domains from, is a master of this upsell thing. You purchase a domain name and it’ll ask if you want to buy all the other deviations of it that are available. You move on and it tries to sell you hosting, security packages, email packages, etc. Even when you get through all of that you’re offered the ability to hide your info from the masses (that shouldn’t be an option, it should happen automatically if you ask me) and many other things I can’t think of right now. I guess I need to be lucky it’s not like some other sites where stuff is pre-checked, which means if you’re not paying attention you’re going to have subscribed to something you really didn’t want.
What is your thought on the upsell? Does it make you more likely to buy or sign up for something, more likely to turn you away, or do you expect it and move on most of the time?
Copyright secured by Digiprove © 2010 Mitch Mitchell
Figuring Out Who You Can Trust
Posted by Mitch on May 4, 2010
My wife has this obsession with our roof. The problem first came to fruition during the worst rain storm the Syracuse area had in decades in 2002, when the entire area flooded. Our house was no different, and the roof didn’t handle things all that well; neither did the basement for that matter.
The issue with us was that when we bought the house, the realtor had recommended someone to do our roof for us, and we paid these guys $3,500. We had no idea what they did until later, and even now I’m not really sure what any of it means. This is the first real house I’ve ever lived in, so you can bet I’m not technically savvy.
We had to contact the attorney general to find this guy the first time, and he came back, did some kind of patch job, and fixed the ceiling in the master bedroom, doing a lousy job. A couple of years later we had another storm, not as bad as the first one, and it exposed a couple more spots, but by this time the guy and his partner was long gone. My wife took out a loan, we had some minor stuff done, and no more leaks in the house.
But we still have roof issues. She brought in one guy who did some roof work, but not the type of work I was expecting, and we probably paid him close to $8,000. We paid another guy $10,000, thinking he would take care of us because we knew him, and he did good work; only his work only covered one section of the house, which was about a quarter of the entire house. Nope, didn’t see that coming.
Over the past two years, we’ve had a bunch of people come to the house to give us estimates on what it might cost to get our roof taken care of. Last January, a guy came to the house to do some other work, took a look at the roof, and quoted us $18,000. Last summer another guy came with his wife, spent 3 hours with my wife (I didn’t want to be a part of it), and quoted a price of $29,500; we’re not quite that foolish anymore. We’ve had other people come by and never heard from them again; not a phone call, email regular letter, nothing; what the hey?
Last week we had two more guys come by to give us estimates. One guy said we needed so much work that he recommended a contractor to farm the job out to; that didn’t sound good. The second guy… well, maybe. He did his review, then came into the house, and I finally went out to sit in on the conversation. To be truthful, I’d never sat in on any of the other conversations because I always had a bad feeling about the people coming in to do the work, even the guy I knew.
His price; $8,800. He used a lot of terms I didn’t know, but my wife knew. Then he gave me a pamphlet which explained all the terms he was using; that was good. He said his company would guarantee the work for 30 years; that was nice. I asked him about the look of our roof, as it has a couple of places where it looks like it dips, and he said that had nothing to do with leakage and that it was common, and if that was a big deal then it would require a full reconstruction, which would get as high as $25,000, but that it wasn’t needed; I liked that answer also, and my wife said it was the first time anyone had ever said that.
Now, here’s the deal. At the end of the day, I still had to ask myself if I trusted him. With the wide array of prices, does the 30 year guarantee make one more trustworthy than the others? I can’t even say if the company is well known or not; I don’t know any roofing companies to say if they’ve been around a long time (okay, I know one, but I also know that one company is fairly steep, since they did the guy’s roof across the street, and they had to fix it 3 times before they got it right).
It’s the question I ask myself in wondering why I don’t have more sales on some of my other pages, or even here. Heck, my workshop next week doesn’t have as many people coming as I’d have liked, and I wonder if it’s a matter of trust, recognition, or just that people aren’t as interested in the topics as they seemed to indicate when we did our survey. I wonder if most of us don’t ask that question enough when we’re marketing to the masses. In today’s online world, where each of us has lots of people we’re competing with in some fashion, is there a way we can find to show that we’re trustworthy enough so that we might make more online sales?
Something to think about as you get on with your day.
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