January 25, 2012

The anachronistic social media isolationist

http://d28v4r73i3n9fh.cloudfront.net/wp-content/uploads/2011/03/red-velvet-rope-policy-300x212.jpgChris AbrahamTo follow up on my last post, Being pretty isn’t enough for social media success, I wanted to discuss what I like to call Social Media Isolationism or Social Media Agoraphobia. And there are two forms of this sort of isolationism: invitational and exclusionary. They both mean you don’t venture outside your own four social media walls; however, the first is welcoming and the other is dismissive.

The welcoming pineapple

Jay Gatsby was a welcoming pineapple. He desperately wanted to woo his beloved Daisy and opened his grand home hoping he just might, one night, find her at one of his lavish parties. Or, at the very least, create enough buzz so that his lost love might hear of him and ask about him.

Not always the direct result of a grand romantic gesture, the welcoming pineapple is often associated with the feeling that one is so appealing, so compelling a brand, product, or service that your friends and neighbors should very well come a-calling. You host awesome dinner parties, right? You have the biggest television, have your own pool and tennis court, and have several guest rooms. Why would you ever want to leave your own social media home?

Why wouldn’t everyone want to take advantage of your generosity and party favor to want to go anywhere else, to say nothing of staying home in their pallid, beige, one-bedroom apartments? This generosity often comes with the stink of superiority or ego that eventually turns people off.

And if the proffered goodies are so compelling as to compel, this commitment might very well be contingent only upon the bounty, the booty, the swag lavished. In other words, your friends are bought and paid for and are your friends forever (or until you run out of cookies and candies and a subscription to cable).

In terms of a country, this open-border country would be glad to allow anyone in but since this country is obviously so awesome, offering everything and anything you could very well ever want in the first place, people just visit, nobody really ever leaves and a majority don’t even possess a passport. Continue reading

January 23, 2012

O’Reilly Strata: Why big data matters


A presentation at the 2011 Strata conference.

JD LasicaThe leading big data conference, Strata 2012, the leading big data conference, is coming up fast! And you can save 20% with the Socialmedia.biz discount code below.

Strata debuted to a sold-out crowd last year and has become the top event in the field for the people and technology driving the data revolution.

What: Strata delivers the nuts and bolts of building a data-driven business — the latest on the skills, tools and technologies you need to make data work.

When: Feb. 28 to March 1, 2012

Where: Santa Clara Convention Center in Santa Clara, Calif.

Discount: Register now and save 20% with discount code SOCIALBIZ

From the conference organizers:

Get control of the new data opportunity at Strata — immerse yourself in three full days of hands-on training, information-rich sessions and an Expo Hall filled with the key players and products. Strata’s topics and programs include Data Science, Business & Industry, Visualization & Interface, Hadoop & Big Data, Policy & Privacy, and Domain Data. Plus, new for 2012 are two all-day Intensive Programs: Jumpstart – the missing MBA for Big Data; and Deep Data – a no-holds-barred program with advanced technical content.

The Strata experience is made up of intensely practical sessions for both business users and hardcore technologists; success stories (and cautionary tales) from startups making data their business and established companies that are saving millions and creating new revenue streams; great networking opportunities; and keynotes that snap the big picture into focus. We hope you will join us at Strata to explore emerging data tools and technologies that are shaping the future.

January 18, 2012

Being pretty isn’t enough for social media success

Chris AbrahamI always tell clients that it is no longer enough to be beautiful when it comes to marketing online. The Internet has become more like an Oscar after-party than it is like the airport Ramada. Online, you’re never the lone beauty in the hotel lounge. Online, you’re surrounded by equal or greater beauties. What’s more, the most successful online social media barflies are aggressive in addition to gorgeous. Too many companies that have invested vast resources in social have Pretty Boy/Girl Syndrome. A symptom of this disease is an expectation that others will go out of their way to pursue you.

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January 11, 2012

The Long Tail strategy for AdWords works for blogger outreach


The Long Tail

Chris AbrahamLast week, I wrote about how to succeed with B-list bloggers, but maybe some of you aren’t convinced. So, this week, I want to draw an analogy to successful Google AdWords approaches so that you can see how to apply that same technique to blogger outreach. When it comes to reaching out to bloggers online, there’s a lot you can learn from Google AdWords. Long-tail blogger outreach is like long-tail Google AdWords advertising. Instead of putting all your money on the top 10 most expensive and popular keywords that everyone bids on, smart advertisers segment their markets and hyper-target their highest-performing keywords with their most compelling ads and content while always pruning away their worst performers. Continue reading

January 4, 2012

Become a big fish by starting in a smaller pond

Chris AbrahamIt’s always a tough question: would you rather be the smallest fish in a big pond or the biggest fish in a small pond? Would you prefer to be the ugliest pretty person or the prettiest ugly person? Would you prefer to have the lowest IQ at MIT or the highest IQ at State?

This is all according to your preference, but when it comes to a blogger outreach campaign, the decision is never so zero-sum, not nearly so either/or. You can always do both, right? You can always secure hundreds of long-tail earned media mentions while you’re desperately working on securing coverage on Mashable and TechCrunch. You can lock in hundreds of posts short term while you’re wining and dining Pete Cashmore in Manhattan to make sure you become BFFs, so that you’ll have that inside track on getting column inches for your future newsworthy announcements.

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