Author Archive

A Social Media Lesson from The Art of Marketing, in Vancouver

Avinash Autograph

Avinash Kaushik’s Autograph: “Happy Analytics!”

By Ava Naves, Principal

The Art of Marketing happened here in Vancouver in November of 2011 and brought us some very high-caliber speakers:

  • Mitch Joel, President of Twist Image, speaker and author of “Six Pixels of Separation”;
  • Bill Taylor, Co-Founder of Fast Company and author of “Practically Radical”;
  • Avinash Kaushik, one of the only men in the world for whom I’d cook dinner (the other ones being my Dad, my Beau and David Gray), author of “Web Analytics 2.0″ and “Web Analytics: An Hour a Day”; Digital Marketing Evangelist at Google and Co-Founder of Market Motive;
  • Gary Vaynerchuk, author of “The Thank You Economy” and “Crush It!”
  • Guy Kawasaki, a Canadian in a Hawaiian’s body, hockey aficionado, and co-founder of Alltop.com. Guy has been the chief evangelist of Apple and is the author of several books, the latest of which being “Enchantment”

There were several great takeaways from the event. I would require a very, very long post to assimilate all the great insight in one single entry, so I shall cover only one — it being the very first point that was brought to us, by no other than Ron Tite, the Master of Ceremonies at the conference. He’s the Vice President, Innovation Practice at Euro RSCG, and a speaker in his own right.

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A How-Not-To Guide to Promoting Facebook Pages

By Ava Naves, Principal

Spam. It can take many forms.Facebook Spam

We’re all familiar with its more traditional incarnation – by e-mail. Then, there’s Twitter spam. You know the kind… you have barely started to follow someone, and BAM! There comes a “friendly” Direct Message, inviting you to visit their affiliate site. There’s also Twitter spam that arrives through “@ replies”: those that come from illegitimate Twitter accounts and contain a link to a titillating site where “ladies” (if you can call them that) await for you.

Worse, even, is when someone starts using his personal Twitter profile to retweet content from a client’s account.

Last but not least… there’s Facebook spam. This type of spam really, really annoys me. From what I recall, I’ve received messages from people in my Vancouver network inviting me to “like” the Page of a local company that I had never heard of; a charitable initiative in Alberta (whereas we’re based in British Columbia), and the Facebook Page for a tourism campaign, just to name a few. You can just tell that people are pimping their own projects. Have they no shame?

What’s even more deplorable is that these (hopefully well-intentioned) folks brand themselves as social media professionals! Little do they realize that they’re throwing their professionalism out the window!

Can they genuinely approach their client (or employer) with a clear conscience, and tell him that all those “likes” came from people who are genuinely interested in their brand?

There are many reasons why Facebook spam is just bad form. Here’s a few:

- Chances are that those friends, who were so nice to accept the Facebook Page suggestion, are not the target audience that will translate into conversions for the client. Yes, they have given their “thumbs up”, but by no means does that imply that they will pay attention to the updates posted on that Facebook Page.

- Those “likes” will probably disappear as quickly as they came. It’s always better to have a slow – yet steadily growing – number of supporters, than to have a windfall at first, followed by a high percentage of “unlikes” shortly after. I bet THAT won’t look too good on that monthly report to your client, will it?

- Facebook Insights (the metrics that Facebook provides about a Page’s performance) analyse the ratio of feedback that an update received (through comments, “likes”, etc) versus how many impressions the update generated. People who organically “like” a Facebook Page are more inclined to interact with that content, causing a higher feedback percentage per message. Now that’s something worth bragging about to a client in that monthly report.

- Last but not least… if you want to erode their professional respect for you, invite them to “like” a Facebook Page that you almost certainly know that they have absolutely no interest in.

There are other reasons why this practice should not be part of your online marketing arsenal, but I’ll stop here. Stop viewing your Facebook friends as commodity, and preserve that network that has taken you so long to grow.

The Crossroads Between Social Media and SEO: Upcoming Presentation at IIMA

By Ava Naves, PrincipalCrossroads Social Media SEO

A couple of weeks ago I was invited by the folks at the International Internet Marketing Association (IIMA) to speak on the same topic that I presented at IMC Vancouver 2010: “The Crossroads between Social Media & SEO”. The event will be at 6:00 pm on this coming Wednesday, October 13th, at the 4th floor of the YWCA Vancouver (535 Hornby Street).

To say that I’m excited is really an  understatement. Having been to several talks at IIMA by respected professionals such as Darren Barefoot, Jason Billingsley, Warren Sukernek and Richard Goossen, I feel honoured that I’ve been chosen to join the roster of speakers at IIMA.

For those not familiar with IIMA, they’re an organization now in its twelfth year. Their goal is “to bring marketers, agencies and professionals together to discuss the capabilities and potential of Internet marketing”, and judging by past events I’ve attended, they have certainly been fulfilling this mandate.

Below is a sample of  what you can expect to learn from the presentation:

- How a well-planned social media presence can increase your search engine visibility.
– The steps you’re probably already applying to search engine optimization, and which can be transplanted to your social media outreach for a stronger presence  on Google and Bing.
– How strategic Twitter updates, blog posts, Facebook statuses and YouTube videos can help your search engine rankings.
– Facebook changes that affect search.

I owe a big thanks to Jose Uzcategui, John Hossack, Charity Robertson and all the folks at IIMA for promoting and making this event possible. I’m sure there are other names that I’m failing to mention.

If you’d like to join us, book your ticket online here.  The cost for this IIMA is quite reasonable (CAD$38.25 for IIMA member, and CAD$45 for non-members)

I’m sure that many of us will get together at a pub nearby to continue to network and “talk shop” after the event, so feel free to join us there as well, and allocate some extra time for a pint!