Archive for 'event'

Christmas, thanksgiving, the summer Olympic games, the U.S. presidential elections, you name it. For most people those are holidays where they rest and hang out with family and friends, or big events that they watch on television. For website owners and Internet marketers, however, those are great traffic generation opportunities!

leveraging holidays

The concept: The Internet is already the main source of information around the world. Kids, teens, workers, and even grand parents now turn to the web when they need to find something. On big holidays and events those folks will concentrate their attention, and if you manage to get your website or blog aligned with what they are looking for you might end up receiving huge traffic.

Suppose you have a website about cooking and recipes. On thanksgiving you could publish a series of posts explaining how to cook a turkey on other recipes that people could make on their homes. Depending on the quality of the content and on your promotional efforts you could attract many visitors with such a series.

Does it work?: Yes, and many webmasters and marketers exploit this trend year after year. There are basically two channels that you might tap into: search engines and social media.

For the first one, you would need to perform some keyword research, and then publish targeted and optimized articles. The success of this route will depend on the overall authority of your website and on the backlinks that your articles will receive. If you manage to rank for a popular keyword on one of those events, however, the result would be a huge and profitable influx of traffic.

The second channel is social media, and in order to get exposure there you would need to get creative with your content. Lists and funny stuff always perform well on those sites.

How to get started: If you want to use this strategy, the first thing that you need to do is to create a list of holidays or events that are related to your niche. Here is a small list with some of them:

  • New Year’s Day (January 1st)
  • U.S. Independence Day (July 4th)
  • Thanksgiving (November 27th)
  • Christimas (December 25th)
  • Summer Olympic Games
  • Winter Olympic Games
  • FIFA World Cup
  • Presidential Elections

Once you know the holidays or events that you are going to target it is just a matter of preparing the content. You can get creative here and use articles, songs, quizzes, videos and so on.

Wait until a couple of days before the event and publish it. Know if your target is organic or social media traffic and promote it accordingly.

Gather the results, analyze what worked and what didn’t work, and repeat the next year (or after 4 years).

Over to the readers: Have you tried to leverage big holidays and events to generate traffic? How did it work out?

Website Traffic Series


Copyright by Daily Blog Tips.

Website Traffic Series Part 20: Leveraging Holidays and Big Events

Make trade events deliver in 2009 (Cece Lee)

Tradebooth
Drew’s Note:
  As I try to do every Friday, I’m pleased to bring you a guest post.  Meet another  thought leader who shares her insights via
the blogosphere. So without further ado
Cece Lee.  Again. Enjoy!

As companies prepare to reduce travel and marketing budgets, marketers will be seeking ways to get the most out of the physical events that they’re committed to in 2009. Physical events, such as product demonstrations, summits, conferences and trade shows, are an integral part of one’s lead generation efforts.

When you prepare to attend a conference or trade show in 2009, the goal is no longer to set-up your booth at a conference. It’s how do you create a PR strategy to fully take advantage of your time at that event?

Public relations is a cost-effective way to promote your participation at any conference or trade show. When married with your in-person presence, you can make the most of your participation in 2009.

Here are three ways to maximize your participation:

Research speaking opportunities at the conference
Speaking at a conference is a great way to position yourself as a thought leader in your industry. While securing your exhibit space or sponsorship, ask about speaking opportunities – either as part of your participation or how to submit a topic for consideration.

In the case the conference has a speaker proposal process (a call for speakers or proposals), the key to securing a speaking opportunity depends on relevancy, timeliness and educational value of your proposal. Research key issues within your industry or consider inviting a customer to present with you at the conference. Also highlight the top three or five action items that attendees will learn from hearing your presentation.

After submitting the proposal for consideration, continue following up with the organizer to inquire about the status and get feedback about your proposal. Through these conversations, you may be able to amend your proposal accordingly or uncover additional opportunities that you were previously unaware of.

Unfortunately, organizers receive about 10 proposals for each speaking opportunity. While you proposal may not be accepted initially, don’t assume that concludes your efforts with the organizer.

Due to family emergencies, illness or urgent business meetings, speakers do cancel occasionally. Check in with the organizer about 1 month before the conference to inquire about cancellations. Or due to your conversations with the organizer, you may get a call the day before the conference to step in for a speaker!

Write and distribute a press release
An event based press release highlights the what, when and where of your participation. By posting the release on a free or paid newswire, you increase your online presence as a newswire can distribute your release to an average of 12 – 20 online websites.

Due to the distribution of the release, you also have to consider the search engine optimization impact of the release. Evaluate which keywords drive traffic to your website or are frequently search terms for your industry.

To increase the relevancy of your release in search engine searches, incorporate these 5-10 keywords in your press release. Furthermore, hyperlink key phrases to related pages on your website. Like keyword relevancy, search engines also look at the number of external links pointing to your website.

Besides posting the release on your website, the press release is also a great opportunity to connect with your customers or prospects. While they may not be able to attend in person, this provides an excellent way to stay top of mind when they are ready to purchase your solutions and services.

Connect with media and bloggers
While you’re inquiring about speaking opportunities, ask about previous or anticipated media attendees at the event. Since these reporters (I include bloggers as reporters) are taking time to attend the event, you know that they are interested in the event’s content.

In case the organizer doesn’t have a media list, then reach out to local media about the upcoming event or do a quick search on Alltop.com, a website that lists the top blogs on specific topics, to find a short list of bloggers writing on your industry.

Before contacting each reporter directly, first research what she has written on in the past. Does she look at products only or does she write trend pieces? She may have also included pointers on how to contact her such as likes and dislikes. By arming yourself with this information, you can send a targeted email introducing your company, why she would be interested in your company and invite her to meet at the conference.

While I don’t suggest attaching any press releases or photos, I do recommend including a link to a relevant press release or offer to provide photos to enhance the article visually.

Conclusion
I don’t believe that physical events will disappear as marketers reevaluate their budgets. Rather, it’s how can you do more with less. Public relations is an inexpensive way for you to get the most out of your event participation.

Cece Lee is the author of PR Meets Marketing blog and senior marketing communications manager with ON24. While not writing posts for her blog or working, Cece enjoy taking care of the newest addition to the family – Snowy, a white goffin. Note: The thoughts expressed in this posting are not representative of ON24 and are personal views of the author.

Every Friday is "grab the mic" day.  Want to grab the mic and be a guest blogger on Drew’s Marketing Minute?  Shoot me an e-mail.


Related articles by Zemanta
Reblog this post [with Zemanta]

Blogging Questions & Answers 24

I hope you guys had a great week, and to close it in style, here comes the Blogging Questions & Answers.

I am answers the questions on batch 19 already, so stay tuned if yours has not been featured yet. You can leave a question for me by writing a comment below.

questions and answers

1. Lax asks:

Why webmasters ask people to not copy their content?

They will get traffic with that copying also right?

I wouldn’t feel bad when some one copies content from my blog.

This is a hot topic, and I am glad you asked it Lax.

First and foremost, I think it is wrong copying someone else’s material without permission. Both on a legal and on a ethical perspective. If the person took the time to write it, the minimum you could do is to ask permission, and if you can’t find the author don’t assume it is public domain either.

Now on your question you are probably talking about the cases where a blogger will copy an article and give credit to it with a link right? Well just keep in mind that only some people do that, there is a large amount of scrapers out there that will rip your content, put on their blog with no credit at all, and won’t display any contact information whatsoever.

On those cases, you can clearly see that the guy is in bad faith, knows he is doing copyright infringement, but doesn’t care because he thinks you will never catch him. This is the worst scenario you can have, and when it happens to me I consider getting a lawyer on the issue.

When the other person seem to be in good faith though, and puts a credit to the original, I will just contact the author and ask him politely to remove it.

Sure, it could send some traffic my way, but honestly the problems related with this practice are much larger than that small benefit.

Here is why: blogs that copy and scrape content are usually very small, so the traffic they will send my way is negligible.

The duplicate content effect is not that small, however, and is many small blogs do it Google will start noticing, and will possibly put a filter or even a penalty on my site or on some of my articles.

2. Yawza asks:

I wanted to know how do you set up contracts for guest bloggers or bloggers you may hire? Also can you provide an example?

For guest bloggers you don’t need to have a contract, just a policy. Establish what kind of guest bloggers you are looking for, what content you need, what kind of byline they can use, how many links they can include and so on. Have that information written down, and whenever someone contacts you about guest blogging, you can just email it to the person.

Alternatively, you can also create a special “Write for Us” page on your site where you would display that information.

You asked for examples so here is my policy with guest bloggers:

  • I do allow guest bloggers on DBT, but only once per week at most
  • The guest blogger just need to email me his article. If I like, I will publish
  • The content must be unique, never been published before, and useful to bloggers
  • The guest blogger can have a byline in the bottom
  • He may include one link to his site, and one link to his RSS feed

Hired bloggers and writers are a whole different matter, however. You will need to clearly describe to them every detail related to your blog. Your goal is to make sure that their content will match exactly what your audience is looking for, and that the style will be aligned with you have been doing on the blog too.

Additionally, you will have to agree on the posting frequency, post length, on who answers the comments, and on the payment rate.

3. Saurabh asks:

I have a blog and I aggregate links with some of my commentary. Now I think that I am boring my readers (if any!) and am just aggregating links with my old commentary. How do I write some original stuff? Or aggregating is OK?

Interesting question.

Let’s answer the latter question first. Aggregating can work sometimes, but rarely for blogs. In other words, if you want to aggregate news, make it a news aggregator website (doh!), and not a blog. Techmeme is the classic example of a successful aggregator.

Keep in mind that making a successful aggregator is a tough task, tough. First of all because there are established ones on most niches already. Secondly because it is difficult to offer something different and innovative. News aggregation is a digital commodity, if you will.

I would rather suggest that you keep working on your blog therefore, and focus on original content, which brings us to the former question.

How do you write original content? Find a topic that you either love or have a good knowledge about, open and word processor, and start writing!

Is there any opinion, idea, criticism, commentary or guide that you would like to share with other people? If the answer is yes, just write about it. If the answer is no, hmmm, then I am not sure if blogging is what you are looking for.

4. Tejvan Pettinger asks:

How big can a mysql database become? After 9 months, I have 500 posts. I’m wondering after 9 years, how manageable the mysql database will be.

I don’t think this is a problem bloggers need to think about. MySQL databases are pretty robust, and the number of entries that a blog will generate, even a popular one, is very manageable. Just think that many large websites run on MySQL too (including Digg if I am not wrong), and they arrive to generate millions of entries.

5. Danny Cooper asks:

Why do you think RSS readers have become a popular metric for blogger success, after all RSS readers have less chance of actually viewing your website.

I think that the number of RSS readers became a popular metric for measuring the success of a blog because it represents the number of people that deliberately decided to get updates from that blog. It is like those subscribers gave a vote of confidence for the blog in question.

This number, therefore, should give you an idea about the quality of the content on that blog, and about the overall traffic levels, because the higher the traffic, the more people will end up subscribing.

The fact that RSS readers have a smaller chance of viewing a website does not affects its legitimacy as a metric for measuring the popularity of blogs. Sure it might be a point that the blogger or the webmaster will take into consideration, but the general public does not care if your subscribers will visit your site or not, and if your ad revenue will suffer from that or not.

Finally, I am not even sure if that is the case. I think that even if you offer a full RSS feed, the long term effect will be more and not less traffic on your website.

6. Transcriptionist asks:

I notice that you have put “Disallow: /feed/” in your robots.txt file.

Question 1) Do you know that you can put a “noindex” to your feed at “Publicize/NoIndex” at your FeedBurner dashboard and then remove this “Disallow” in your robots.txt and the “nofollow” that you have put everywhere on your blog to your feed and email subscription calls?

(For your information: View the source code of email subscription call landing page, it already has content=”noindex,nofollow” by default. Then why the “nofollow” to email subscription calls also?)

Question 2) Won’t too much of nofollow by author be stamped as over optimization and penalized by search engines? (While nofollow for reader generated contents like comments, irrespective of count, is accepted by search engines as optimization.)

Question 3) You have put “Disallow: /trackback/” in your robots.txt. Your URLs are either redirecting to their original URLs for single posts and pages or returning 404 for categories if trackback has been added to their end. Then what is the use of this command?

Answer 1) First of all I did test with no-indexing my Feedburner feed in the past, but I had better results with letting it be indexed, because it would rank well for some keywords, and send a good amount of traffic to the main website.

Secondly, the nofollow attributes on all my RSS feed and email subscription links is not to avoid those pages getting indexed, but rather to don’t have my PageRank flowing to Feedburner on ALL the pages of my site. A sitewide link carries a lot of link juice, so I add a nofollow tag when that link is not editorial.

Finally, notice that even if your Feedburner feed page is no-indexed, your WordPress /feed/ page or xml versions could still be indexed, and that is something you want to prevent as well.

Answer 2) I don’t think so. As long as you use the nofollow attribute with the purpose of not following links that you don’t trust or that are not editorial links, you should be fine. That is what Google recommends after all.

Answer 3) I recently removed the trackback pages from the blog, so yeah I guess I could also remove that line from the robots.txt by now.

7. Ben Moreno asks:

How many hours a day do you spend on writing posts?

What is your strategy for finding content to write about each day?

I would say that I spend anywhere from 2 up to 6 hours a day writing content. It depends on the period. Some weeks are slow, and I just write my daily posts, so it takes 2 hours a day. On others week I will be working on a larger piece or on a new project, and on those occasions I write a lot.

As for finding content, I think that the best strategy is to have ideas and drafts saved way ahead of when you will need to write them.

For example, I have around 50 draft posts for Daily Blog Tips saved right now. Most have just the title and a brief description. When I don’t know what I am going to write about, I just open that list and pick one.

How did I arrive to have such a big list of drafts? Every time an idea strikes me, big or small, dumb or smart, I write it down.


Copyright by Daily Blog Tips.

Blogging Questions & Answers 24

Personal Branding is its own reward

Picture_9
Each year, Dan Schawbel’s organization recognizes some of the standout brands with Personal Brand Awards. Last year, Rohit Bhargava won the gold award, and this year Jeremiah Owyang was presented the 2008 gold award. An esteemed panel of judges made the selection and people were graded based on a few factors, such as value proposition, differentiation, and marketability.

I’m humbled to tell you that I was one of the 6 people honored with recognition.  It’s quite an honor and even more so, when you see the other recipients.  I’d like to take a minute and introduce you to each of the honorees (well, except me…you know me!)

Gold Award:  Jeremiah Owyang

Jeremiah is probably one of the most trusted and sought after experts in the social media space.  As a researcher for Forrester following media trends is his day job.  He’s very generous with his time and knowledge and the judges wisely selected him unanimously.

Silver Awards:  Daniel Scocco and Laura Fitton

Daniel is certainly a go-to-guy for blogging, people trust him and he constantly rewards his community.  He offers up tips and strategies on blogging and currently holds the #29 spot in terms of popular blogs (according to Technorati).

Laura’s focus is on social media consulting, specifically "microsharing" which is all about harnessing the power of tools like Twitter, Pownce, Plurk and Jaiku.  She’s often quoted on and offline about where the world of social media is headed.

Bronze Awards:  Jim Kukral, Wendy Piersall, and little old me

Jim’s thing is all things affiliate marketing,
social media and internet marketing each and every day. He communicates
his brand through both video and written entries and is a common face
at industry events.

Wendy introduced herself to us as eMoms at Home which has now evolved into SparkPlugCEO.  Wendy’s message is about the power and possibilities of working for yourself and from home.  Her personal story inspires many to take the leap.

Me.  Enough said.  If you want to read what Dan and the judges said…(this link is for you, Mom and Dad!)

Congrats to all the recipients.  As you can imagine, it’s heady stuff to be among them.

If you’re wondering who made the call, the judges were:

 

Read more about the award in the most recent edition of Personal Branding Magazine.

Related articles by Zemanta
Reblog this post [with Zemanta]

The Winner’s Curse is a term used to describe auctions whereby the winner will overpay because he/she overestimates the item’s actual market value. This tendency to overbid is due to factors like incomplete information or other market participants. Recent research show that people also overbid because of the fear of losing in a social competition. 

A team of NYU neuroscientists and economists conducted brain imaging studies and discovered that the striatum, a part of the brain’s reward circuitry showed an exaggerated response to losses during an auction game. When a group was told that they would lose $15 if they failed to win an auction, they consistently bid higher than others who were told they would win $15.

The difference lies in way the auction was framed. When simply reminded of what they had to lose instead of what they stand to gain, participants responded with higher bids.

While there have been investigations of overbidding which have attributed the phenomenon to either risk aversion or the ‘joy of winning,’ it was the use of imaging data which allowed us to distinguish between these conflicting explanations and actually arrive at a new and different one, the ‘fear of losing.’…We were able to use neuroimaging results to highlight the importance of framing, and specifically the contemplated loss, as an explanation for overbidding during experimental auctions.”

This ‘fear of losing’ seems to be triggered by competition with others and perhaps, attachment to the value of the item. A interesting takeaway point: instead of only highlighting the benefits or promise for a product/service, it would be beneficial to indicate what the buyer might potentially lose by not making a purchase or taking action.

People implicitly understand that they’re  dealing with other consumers because of factors like exclusivity and scarcity. The one who acts swiftly will get to purchase and enjoy the benefits of the product, while others may not. The call-to-action is much intense in an auction, because the actions of others occur in noticeable real-time. Competition is in the forefront of the mind.

This study reminds me of how much competition is almost intrinsic to human society. You see competition between individuals, groups and countries in business or sports. It is perhaps, both an evolutionary necessity and a learned behavior that one develops in order to survive or thrive within a social environment.

We are all familiar with the pleasure of competition. Many of you have bought items from Ebay, an online auction marketplace.  Often, your decision to make or abandon a purchase is rushed along on a subtle but tangible undercurrent of excitement during the process and a feeling of minor elation for having won an item at a favorable price.

Could there be a way to transplant the fear of losing and the pleasure of winning into a non-auction scenario? Perhaps the use of a competition as a backdrop where each consumer’s individual drive can play out against others. Make them interact and challenge one another within a superstructure that helps YOU fulfill specific end goals.

Let the Competitive Instinct Flourish Within a Social Environment

CompetitionImage Credit: Swamibu

Businesses or marketers should think about how to create a social environment which encourages the natural competitive instincts of their audience. Interaction within this sphere motivates each individual consumer/participant. This helps to increase the level of audience engagement and automatically enhances the value of the product/service/site.

Social news sites like Mixx.com proudly highlight their top users by displaying them on a leaderboard or giving them specific awards/badges. This symbolic segregation of a group of users from others and the conferring of exclusive emblems of acknowledgment enhances the visibility/reputation of these individuals. This becomes something others can strive towards.

Not everyone will lust after awards or a higher user ranking. In fact, most casual users won’t care or bother to go after greater recognition. But owners of these communities know that there will always be a segment of hardcore users (the more competitive or goal-oriented ones) that will work extra hard so they can improve their score or rank higher on the leaderboard.

This addicted 1% of users enjoy a sense of achievement and are often enough to generate enough activity to make your site grow. This effect is even more prominent when the community itself is the main attraction. Take the example of video games with online features: players will gladly pay for a monthly Xbox Live subscription or WOW account so they virtually cooperate or compete with other individuals. Inter-user competition becomes an value add-on.

Such a social environment is not very difficult to create: there are a few fundamental elements involved. For starters, users should be able to interact freely with one another, through the site’s main features or separately in an standalone environment. Also, bind user profiles and on-site activity to awards, rankings, points, recognition, rewards and achievements.

Allow people to form sub-groups to pursue a diverse level of interests. Facilitate inter-user contact and interaction by organizing open competitions or one-off events that everyone can join. These special events can be plotted on an established calendar of regular activities which involve the community or its sub-groups.

The general theory is simple enough: Think about creating social environments that are conducive for your overall business objectives. Apart from simply marketing your site, we should look at giving our audience the ability to connect (and compete) with each other.

To receive updates on new articles, subscribe to Dosh Dosh today.

a

Fear of Losing: Using Competitive Instincts to Your Advantage

Social Bookmark

 Page 1 of 11  1  2  3  4  5 » ...  Last » 

Switch to our mobile site