Monthly Archives: September 2012

49 Ways to Gain the Trust and Loyalty of Your Audience

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“How can you demonstrate that you’re competent, credible, and trustworthy? Gaining trust online may sound difficult. But it really isn’t …”


I love the top 5 ways to create content and build authority:


Be different. You have to stand out. Because nobody likes copycats.


Be on a mission. What do you want to achieve? And why?


Develop your own voice. What’s unique about you?


Have an opinion. Stand for something. Don’t be afraid to alienate a few people. It will bring you closer to others.


Produce content. Write an incredibly useful tutorial. Create a flagship ebook. Develop cornerstone content. Produce content you want to be known for.

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What is Digital Service Design?

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“A beginner’s guide to the concepts underlying the NEXT Service Design conference to be held in October.”


You perhaps have heard of a concept called Design Thinking. It has grown out of disciplines of user experience design and planning. Wikipedia has a nice definition: “the methods and processes for investigating ill-defined problems, acquiring information, analyzing knowledge, and positing solutions in the design and planning fields.”


I don’t know about you, but that sounds a lot like what I do every day.


Anyway, an offshoot of these ideas is service design thinking, whose five major elements are, according to this article:


1. It’s user-centered – decisions are made for the benefit of the customer, not the service provider
2. It’s co-creative – all the different departments or people in the service provider work together to create the perfect experience
3. It’s sequenced – the provider understands the sequence of customer contact points and the customer’s journey with the service, and understands how to provide a good experience at each step
4. It’s evidenced – it’s brought to tangible life at every point of contact
5. It’s holistic – it involves the whole of the service ecosystem


If that doesn’t sound like your customer service, you should read this article and attend the conference.


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The New Customer Service Powered By Tech, Social And In Real Time

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Back in the day, probably round about 1999, I held a talk about “interactive Branding” at one of the Internet World conferences. The gist: forget about fancy graphics and the likes. Branding on the Internets is foremost about …

Marty Note
Great short post here about the truth of the web – who you are comes through. If you think the web will make your company BETTER you don’t understand the web. The Internet is a great reflecting pool and amplifier. Any blemish is blown up ten feet tall. The web isn’t about being fair, just or knowing your story.

The web is about conversion from one state to another. Everything that happens online is a conversion for or against you. There is no neutral act ever. Your marketing is either bringing more people to you or pushing them away. No such thing as standing still online.

In a conversation with my friend Peter Brooks the other day I shared how I would rather have an ugly page that converts than a beautiful page that doesn’t. Obviously you would like beauty, but the problem is whose beauty. Mine aesthetic may not be yours.

There is some who insist on designing websites to the lowest common denominator. I am not one of those people. I believe in understanding your buying personas as if they were the long lost family you may have never met but love deeply anyway. If you design things your personas love then your site isn’t ugly to them and you’ve succeeded in winning the conversion battle.

This approach can keep a website bottled up a little always speaking to the same group. Enter social media where you can easily guage how your communication is being received and curate UGC (User Generated Content) into your site.

Our truth as Internet marketers is to submerge our egos and do the right thing. We use Key Performance Indicators such as Money and Traffic to determine objective measures of our success. The trick is remembering to grow the tribe by using the tribe.


Give your tribe member jobs. Make a special team, print some Tees and ask what they think. USE what they think and share the process so the team grows in membership and influence.

The web doesn’t make your company better, you still have to do that. Once it is better the web will make it loved and you rich if you act on the idea that what you own most is your business processes (read How by Dov Seidman or Cluetrain Manifesto by Locke and others). Mostly remember to stay calm and carry on.


ME note:

Marty’s note is longer than the entire post he curated, but he makes some great points!

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Seriously, who is using Google Plus? And Why?

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“Overall, the range of visitors that are logged in to Google when finding these sites is typically between 15% and 25%. This is up from last year. Of course that number varries from site to site.

On Social Fresh for instance, over 50% of our visitors have been logged in to Google the last four months in a row! You are a savvy bunch of digital natives it seems.


This percentage is rising as a whole. And it will continue to rise.


Does this mean that about a fourth of all your visitors are using Google Plus? Not hardly.”


That’s putting it mildly. The analysis this article does is the percentage of people logged in to Google, not necessarily Google+. The article points out that logging in to any Google property, such as Gmail, counts.


Nonetheless, you shouldn’t discount the potential of Google+ because its parent is ubiquitous.

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Empire Avenue Needs a Boost

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“Empire Avenue hasn’t been as active lately as they used to. What could they do to improve? Paul Shirey gives his opinion.”


This is a bit inside baseball, but it is an interesting viewpoint on a fascinating social network. Empire Avenue crosses a stock market with social media. Members have a share price and can buy shares in one another. In a very real way, these share prices are more accurate and worthwhile than Klout scores, IMHO.


Members can incent others to act in the real (OK, social media) world via mission paid with the site’s virtual currency, Eaves. So it’s like a game, it’s like a stock market, and it’s like a social media network.


You can join at


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12-step guide on how to live-tweet an event

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“Whether you are hosting an event such as a fund-raiser or a conference, or you are signed up to attend one, Twitter can help you to expand the event’s reach, grow your organization’s audience and connect with potential collaborators or partners. One effective technique is to take advantage of Twitter’s viral power during an event or conference — your own or someone else’s. Here’s a 12-step guide on how to live-tweet an event.”


The first time I really used Twitter was to live tweet an event I attended. I didn’t have pen and paper, so I took notes via Twitter on my phone. To my surprise, I got hundreds of followers within the next few days.


This is a good guide to the process, but when reading it, think of how many of these 12 steps you could efficiently do on a small phone screen, especially while paying attention to the event.

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What Twitter teaches us about writing short & well

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This is a good article about concise writing and how Twitter encourages it. While I won’t go quite that far (most Twitter writers equate concision with abbreviation or substituting numbers 4 words), it’s a fascinating concept. 


Writing briefly and concisely has been mankind’s challenge since writing’s invention. One of my favorite quotes is: “The letter I have written today is longer than usual because I lacked the time to make it shorter.” Blaise Pascal. 


Social media writing, whether character-limited like Twitter or free-form like a blog, is often extravagently wordy (like this blurb?).


Via ‏@Poynter

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