How do you ensure online success? You set measurable goals and key performance indicators, or KPIs, to drive those goals.


Photo Credit: Matt McGee, http://www.flickr.com/photos/pleeker/123027910/

Setting online goals can be tricky. You want them to be meaningful and measurable. Without them, you cannot determine whether your site benefits your organization. More importantly, you cannot drive progress.

Think about your business or organization and decide what success looks like. Here is an example of an online goal and two KPIs a business to business company might select.

Company ABC’s main Web site goal is to grow the business 25 percent in 2010. They determine two main KPIs to drive and measure. The first: average 50 qualified leads per week. The second: sign 50 new customers this year. They can track these KPIs through Web site analytics.

Once you have your main online goal and a few concrete, measurable KPIs, break down activities to support that goal, track them, and make adjustments each month as necessary.

Let’s look at another scenario as an example. This time we’ll use an association.

Association XYZ sets an online goal to increase membership 10 percent in 2010. XYZ’s supporting KPIs could be as follows. First: increase new visits to its site by 30 percent. Second: increase visits to their online job openings page by 25 percent.

From there, Association XYZ’s online marketing plan could include steps to create and distribute content focused on member needs. It might also choose to start a PPC campaign highlighting the online jobs section.

These are examples meant to get your brain working!

Don’t get caught up in the numbers. If you need to adjust your goal after a few months or change your KPIs, that’s OK. The important thing to remember is you must set your goals and then drive your online activities to reach them! Without measurable goals and KPIs you leave your online business to chance.

Please add your own goal and KPIs to help others brainstorm!

A press release is a great way to present newsworthy content for your readers. However, the cost can be prohibitive for a small business or association to subscribe to the big press release distribution sites. Before you shell out $350 or more to get your news noticed, you might consider registering for a few of the free directory websites. While the free sites do not normally contain links, video embeds, or graphic images, they do receive notice via Twitter, blogs, and search engines.

Before you launch into submitting your press release to any directory, ensure it is well written and targeted directly to your key online audience. David Meerman Scott writes extensively about online press release value. Here is a link to his blog post, the new rules for press releases.

Once you write your release targeted to your key audience, using your keywords, you can use hubspot’s press release grader to determine whether you have some revising to do.

If your social media budget is tight, register for free press release directories to share your content online.

www.24-7pressrelease.com
www.i-newswire.com
www.pr.com
www.pressbox.co.uk
www.przoom.com
www.free-press-release-center.info
www.clickpress.com
www.prlog.org

If you use a free press release directory and would like to share its domain, please add to the list!

Next we’ll take a look at distribution for high value “big news” announcements.

Our team of Internet marketers at NetStrategies worked very hard over the past few months to define our company’s core values. I want to share them with you for two reasons. First, I’m proud to work for a company which embodies many of the same values I hold. Second, our industry of Internet marketing is sometimes so focused on the tools of the trade like SEO, PPC, social media, etc. that we forget the most important element of any successful business – the customer.

Our NetStrategies Core Values bring the focus of “customer” to the forefront. The team has our work cut out for us as we embrace our values and define a plan of attack to put each value into action in a concrete and measurable way. After all, we are Internet marketers and EVERYTHING is measurable!

Before diving into our values, keep in mind it took more than a few after-hours sessions for our team of nine to narrow our values down to this list of six and set the guidelines for success. A special thank you to moderator A. Jeffrey Parks of Performance Breakthroughs led us through the initial stages of the values-building process.

First, we commit to driving measurable results with our clients. We do this by jointly defining success, building high-trust relationships, working with a sense of urgency, and meeting commitments.

Second, we delight our customers because we listen, learn, and lead. How do we ensure this? By listening and asking the right questions, continuously learning about our customers and their industries, and anticipating needs and applying best practices. We also engage customers in a positive, proactive way.

Third, our customers rely on our bold leadership. We provide candid feedback and effective solutions. We constantly innovate and build our expertise. We hold ourselves and our clients accountable. We contribute to the Internet marketing community and empower our people with the best resources and work environment.

Fourth, we trust and collaborate with each other to achieve greater results. We achieve that through direct, respectful, and open communication which leaves no room for doubt. We help each other grow individually and collectively. We take a team approach to problem solving. We have fun and enjoy each other’s company. Trust is earned and cherished. We celebrate our team achievements. Face-to-face/phone communication is always our first choice.

Fifth, passion is key to our success. Our enthusiasm and energy is evident in everything we do. We learn, experiment, and challenge ourselves every day. We take ownership for delivering customer delight. We work diligently and productively.

Last, but not least, we do the right thing for our clients, families, communities, and company. We are responsible for our choices, actions, and consequences. We value each others health and happiness. We act with integrity and expect it from others. We give generously to improve our communities. We think and act like owners. We work with anyone who can live these values.

What are the core values for your organization? How do you integrate them into the workplace? Do you share them with your customers? Better yet, were they developed with your customer in mind? We’d love your feedback!

Leave nothing to chance is prudent advice. Social media opens exciting new doors for communication. Yet, as is always the case, people have found a way to exploit this new technology and wreak havoc in their wake.

Social media identity theft is a new and ever growing menace in our online society and having real life offline consequences.

Cybercriminals are tricking you into clicking links, divulging personal information they can use to hurt you, setting up fake accounts to spread malicious content about you, and more.

You shred important documents so personal information is not stolen from trash bins, but how can you protect yourself from social media infiltration?

Here are a few suggestions I’ve found online that are based on Robert Siciliano’s recommendations. Siciliano is CEO of IDtheftsecurity and a respected expert on the topic.

1. Use a policy. If your company uses social media, make sure you have a strong social media policy that you enforce and instruct employees on the proper way to use it.

2. Lengthen URLs. Never click on a shortened URL before pasting it into a lengthening service like TinyURL Decoder or Untiny. This takes a bit more time, but will help you avoid someone directing you to a harmful Web site.

3. Own your name. Claim your identity online. Grab your first and last name on every social media site you can find, not just the biggies. If you own your identity it is more difficult for someone else to claim it. If you run social media for your business, make sure you grab your company name, trademarked product names, president’s name, etc. There are hundreds of social media sites and this is a huge undertaking. A company called Knowem can help. According to Siciliano it costs about $65 and the company helps you register for up to 120 social media sites.

4. Security. Make sure you stay up to date on your Internet and hardware security by downloading security patches, using Web application software, firewall protection, and more. Plus, set your social media security preferences to protect against outsiders. And of course, watch what you post. Don’t tell the world your boss is driving to the local bank to make the nightly deposit or that your house is empty while you travel across Europe. Think before you post!

5. Report problems. If someone uses social media to hijack your identity, report it to the social media company immediately. Twitter, Facebook, MySpace, and all the others want to maintain their reputation and protect their companies from cybercriminals, but how can they when you neglect to report your problems?

6. Monitor your identity. The best way to keep on top of your identity is to watch it online. Google Alerts, StepRep, and Twitter Search are a few means to see who’s talking about you or your company.

There are always additional precautions you can take online. Please add your own and help us all learn to protect our social media identities. Good luck and be safe!

The social media sandbox might feel a tad intimidating at first – especially if you are not a 20-something, fresh out of college, tech-/Web 2.0-saavy go-getter. Before your eyes glaze over and that Twitter-twitch sets in, relax! You too can use social media to cross promote your content or event.

While this post will not provide a specific fill-in-the-blank formula for how to promote your event or product, I want you to expand your thoughts about targeted cross promotion.

Let’s take an example event and explore ways to promote it using social media: Your business is participating in a tradeshow to promote its latest product.

Ways to Use Web Sites for Publicity
First, use your own company Web site to highlight your participation in the tradeshow. You can do that in a number of ways…maybe you add a news release, make a calendar note on your home page, discuss it on your product review…you might want to add a downloadable .pdf file to your site that highlights the tradeshow…you certainly want to link to the tradeshow’s Web site and ask them to link back.

Blog to Spread the Word
If you blog, write a post or two about your upcoming participation. Consider adding a special offer to those who read your blog. This could be an incentive to attend the event and redeem the code for a discount or free gift. Establish Google and Twitter alerts to track conversations about the tradeshow and your product. If you see other people blogging about the event or your product, jump in and remind them of your participation and booth number. (You can set up alerts through Twitter when you type a word(s) into Search and then Save This Search, or use a separate program like TweetBeep.)

Are there appropriate industry blogs you can read and submit comments about the tradeshow and your participation? Remember that the idea is not to spam by simply adding your company link. Rather, you want to listen to relevant conversations and add valuable input whenever possible.

Video Makes it Visual
Video is another form of social media. Create a video that highlights your new product and invite customers to personally check it out at the tradeshow. Remember to distribute your video in places like YouTube and TubeMogul, as well as on your Web site.

Jump into Facebook and Twitter
Ask the tradeshow organizers whether they established a Facebook page and Twitter #hashtag for the event. If so, participate in those social media forums. You also want to create your own Tweets and Facebook status updates within your profile discussing your participation and product. Once again, these are both great places to make a special offer to create buzz. Tweet a discount code to be redeemed in person…or a special gift code available to Facebook fans. Remember, the value of cross promotion is to get your message out in as many targeted outlets as possible. In this case, you want to draw people to the tradeshow and to your booth where you can meet them face to face.

Delve even deeper into Facebook and Twitter by finding local businesses or people that are potential customers. What I mean is, maybe the tradeshow is in Chicago and your product is for restaurant kitchens. Search out Facebook fan pages for Chicago-based restaurants, the Chamber of Commerce, Chicago small businesses, etc. Become a fan of those pages and leave status updates about your participation in the upcoming tradeshow and how those fans can benefit from your product. Then, invite them to stop by your booth.

Likewise through Twitter’s advanced search…find appropriate Twitter profiles in Chicago and become a follower.

Participate in Forums
Search for appropriate forums and start commenting. Using the previous example, it might make sense to find forums that discuss Chicago restaurant reviews and join those discussions…even better, find a forum for restaurant owners!

I hope this discussion about using social media to cross promote sparked a few ideas and helps you find a way to integrate this neat medium into your publicity plan. Read the NetStrategies blog or watch Internet Marketing TV to learn more ways to improve your online presence and drive measurable results to your Web site.

Passion: You’ve either got it or you don’t.

Passion means different things to different people. But one thing I think we can all agree upon is there is no such thing as lukewarm passion! Your social media presence cannot be lukewarm and still produce success.

Don’t over-extend yourself. Unless your organization employs a sizeable social media staff, chances are you’re a one (wo)man social media show. Rather than dabble in 20 different platforms at a minimal level, select the few that best reach your target audience and maximize your efforts. If your customers participate in a few forums on LinkedIn – get hot! If none of your customers Twitter, hold off and participate in the platforms they do use.

Don’t dilute your message. People will seek you out for your expertise on a topic. Exploit that expertise and be a passionate leader who stays on topic. Informing your followers that you just boarded a plane to Washington, D.C. is pointless, unless of course your expertise is travel, and you take your followers along on your trip, sharing with them your experiences, tips, and expertise.

Passionate leaders never stop learning. You must continue to stretch your knowledge in your area of expertise so that you can lead others. Read books, blogs, and articles about emerging technologies in your field. Every time you read something worthwhile, share that source with others.

An Eyeore attitude won’t cut it. (Do you remember A.A. Milne’s famous pessimistic donkey?) When you project enthusiasm, others will be drawn to your message. Make sure your social media voice represents your organization in a positive and professional way. You must put your best foot forward each and every time you use social media. Remember to clearly exhibit your passion, knowledge, and leadership in your industry!

How do you show passion in your work? Please share your ideas.

1. Do interview your existing clients and see what blogs they read. Start reading and commenting in those blogs.
2. Do not write meaningless comments just to get your Web site link attached. Do lend your expertise.
3. Do start blogging with relevant content.
4. Do not be inconsistent once you start blogging. Keep it up!
5. Do find out whether your customers Facebook, Twitter, or use some other social media platform. Open accounts and participate.
6. Do not Tweet or Facebook off topic. Your potential customers do not care that you are off to bed. They do care if you are testing a new and improved solution to their problem.
7. Do submit your news releases to Digg, Delicious, and a newswire (paid or free).
8. Do add RSS feeds to the content on your Web site and blog.
9. Don’t ignore negative comments about your company or product in social media.
10. Do address negative comments and see whether you can help solve the problem.

11. Do cross market your organization using many different media formats. After you write your blog, turn it into a video, a Podcast, and a slideshow.
12. Do submit your blogs and video blogs to a variety of directories.
13. Do ask your friends, neighbors, co-workers, and business contacts to take a look and your blog and leave a comment or rating.
14. Don’t use someone else’s material and “forget” to give them credit. First, it’s stealing. Second, you miss the opportunity for a link! (FYI, this list is compiled from helpful blog posts and Tweets I’ve learned from over the months, plus some life lessons I’ve figured out on my own!)
15. Do Tweet the praises of others.
16. Do check your social media writing for typos and grammar before you post.
17. Do use your own voice in social media.
18. Don’t forget about search engine optimization in social media.
19. Do look for tools to help your social media efforts. Many are free.
20. Don’t use foul or raunchy language when socializing online. You never know whom you might offend.
21. Do remember social media postings are long-lasting and far-reaching.
22. Don’t diss a customer, business associate, co-worker, boss, or competitor in social media. It will come back to haunt you.
23. Do use social media to share your expertise with others.
24. Don’t use social media to overtly sell your product or service. Social media is social!

What do’s and don’ts do you follow? Add your own do’s and don’ts and together we can build the social media list of all lists!

It’s the simple things in life we sometimes take for granted. For example, the view from my desk of the Occoquan Marina in Northern Virginia is lovely, even on rainy days. Without question it puts me into a better frame of mind for writing. No matter how many times I see a bald eagle swoop through the sky, it never fails to give me a thrill! My poor husband works from a windowless cubicle deep within the Pentagon. How can I forget how fortunate we are at NetStrategies to see such beauty while working?

Likewise, I seldom give a second thought to the great tools at my disposal for work like Google Reader and HootSuite.

I use Google Reader for reputation management, brand and keyword monitoring, and blog consolidation. It is really a wonderful application that helps with efficiency. As an added bonus, Google, a company that never sits on its laurels, continues to improve and expand its features.

These are a few ways to use Google Reader for business:
1. Set up Google Alerts (another great tool not yet available in Bing as of this posting) and feed into Google Reader. I follow a number of alerts including NetStrategies staff members, our company name, and terms like Internet marketing. If someone mentions our company name, I can follow the link and see the context. It allows me to stay on top of discussions involving our company, staff, product lines, etc.

2. Send all RSS feeds you follow to Google Reader. For example, I follow several blogs and scan them through Reader. This is the simplest way to breeze through the many blogs I follow and open ones that really pique my interest.

3. Google Reader shows me any Tweets mentioning words I set as search terms in Twitter. This is a quick way to monitor Twitter talk, retweets, and replies.

4. You can now share posts through social media platforms right from Google Reader through the new “Send to” feature. Simply open the settings page and enable the services you want to use. If your favorite service isn’t listed you can create your own “Send to” link with a URL template.

HootSuite Makes Twittering Much Easier
HootSuite makes my job of managing multiple Twitter accounts a snap. Log into HootSuite using your Twitter account email and password, then add to your profile any additional Twitter accounts you use. I manage my own profile lauriedunlop as well as NetStrategies and InternetMktgTV. The Hootsuite dashboard (newly improved) lets me toggle between the different accounts and see retweets, replies, direct messages, Twitter stream, and more. I like that I can schedule Tweets through HootSuite, too. You can also track Twitter statistics.

What tools or programs do you use to simplify your workflow? Leave a comment and share your favorites!

Everything is measurable in Internet marketing. That’s the mantra my company NetStrategies stands by! Analytics is the tool by which we measure. In following the data, a smart content writer can determine what a target audience does and does not respond to. The data helps you understand who your visitors are, where they come from, and where they exit during the buy-in process.

A good content writer understands how analytics works even if they are not certified experts on the topic. I’ve studied the educational modules on Google Analytics’ Web site called Conversion University. I recommend anyone working with Web sites at least reads through the material to gain a baseline understanding of what data is available through analytics and how you can use that information. (Actually my boss “encouraged” me to enroll for that very reason, and I’m grateful I did!)

Google Analytics is one example of data tracking and measurement. If used and interpreted properly, it is a fantastic way to track your online progress and make changes based on real data.

Here are two other very simple ways to measure your social media efforts if they are included in your content delivery plan, Facebook Insights and YouTube Insight.

If video is part of your content plan, you can upload to YouTube as a free delivery method. It helps that YouTube is also a household name! Did you know you can access Insight through your account see the analytical data on how your video performs?

Insight, YouTube’s analytics and reporting product, allows you to view detailed statistics about the videos you upload to the site. It charts video views on an interactive time line and map, letting you drill down into different geographic regions and see the viewing activity in those regions over selected time periods. You can also compare the relative popularity of your videos in a given region to all other videos in that region.

To see Insights on your own videos, log on to YouTube and click on the “Insight” button under “Account” > “My Videos” > “Insight.”
YouTube plans to launch new features and additional analytics including viewer demographics, how viewers are engaging with videos (playback length, ratings, comments), and a breakdown of how viewers are discovering videos (e.g. search, email, embeds etc.).
Insight includes a report download section so you can easily share the numbers with your boss or your customer!

For more in depth reporting, Google Analytics integrates with YouTube brand channels, giving partners and advertisers more analytical data by fully enabling Google Analytics reporting. Brand channel owners can track metrics such as how long visitors stay, repeat visits, bounce rates, and page views per visitor.

If a Facebook Fan page or movement is a way you deliver content to your stake holders, use Facebook Insights to dive into the context of those interactions with analytics. Insights illustrates how users are interacting with your page, broken down by Wall posts, likes, and comments. Your Post Quality shows you how engaging your posts are to your fans, and your star rating compares your Post Quality to other pages of similar size. Your Fans Over Time graph allows you to track when users decide to unsubscribe from your posts in their News Feed. It also includes statistics on where your fan base is located and which languages they speak. To export your reports, click “Switch to the Old Insights” in the menu and follow the Export link. Facebook plans to add new metrics in the coming weeks and months.

Your stake holders determine the quality of your content when they engage and follow through. Follow the numbers to better tailor your content to what your stakeholders want.

As you add online video to your Internet marketing mix, finding the right hosting sites or directories is important. YouTube is a good choice, especially if you hope your video goes viral, but there are many more. Remember, YouTube browsers might not look for business videos. Find the sites that are right for your content. Also consider the limits of the Web site: the file size, time duration, etc. Keep in mind many hosting sites do not allow content that specifically advertises a company, person, or product. If the host finds your content inappropropriate, your profile is deleted.

Tubemogul is a popular video distribution site. It allows you to upload your videos and then distribute them to up to 24 sites if you have created an associated account. Below is a short description of the Web sites that are currently supported by Tubemogul. (Remember to go to the individual sites and register so that Tubemogul can distribute your videos.)

You can also automatically submit your Web video to your Twitter and Facebook stream through Tubemogul!

Blip.tv focuses primarily on the video blogging community, with emphasis placed on serialized content and shows.

Break’s photo and video content is geared toward the male community with emphasis on humorous material.

Brightcove is a site geared toward more professional video publishers, companies, and media companies that wish to distribute video, audio, images, and text.

Crackle distributes digital television content which includes select movies and shows owned by Sony.

Dailymotion, based in Paris, France, features a wide array of content, including humor, business, movies, and music.

Ebaumsworld primarily features photos, videos, and games for entertainment.

Graspr includes a large selection of instructional videos.

Grindtv is promoted as a “place for skaters” and its videos are all related to skating, surfing, and riding.

Howcast features an assortment of “how to” videos, some for entertainment purposes.

Imeem promotes music videos and artist events.

MetaCafe is another all-purpose Web site that features original and user-shared video content. It recently launched its Producer rewards program, which gives $5.00 for every 1,000 views of videos which are rated over three stars. The money is not distributed until the producer earns 20,000 views (or $100.00).

Revver features a wide array of user-generated content. This site splits advertising income with the creators of the featured videos.

Sclipo is a social learning network that provides videos for learning, whether it’s teacher-to-student or teacher-to-teacher content.

Sevenload is similar to YouTube and MetaCafe. This site features a broad selection of user-generated media — both photos and videos.

Streetfire is true to its name and the content includes car videos, car crashes, and races.

Stupidvideos includes humorous home videos and clips generated by users.

Tellytopia is currently under construction. The site aims to distribute Internet content through television.

Veoh is an Internet television that hosts major studio content, as well as independent and user-generated productions.

Yahoo!video is Yahoo!’s search engine for videos uploaded by users. It also features a very broad selection of subject matter.

Vids.myspace includes all-purpose videos that are uploaded by users. It features amateur videos, movie content, and music.

YouTube is among the most well-known Web sites on the Internet. It allows for the distribution of all kinds of user-generated media.

Viddler is an all-purpose video hosting site that allows you to customize your video players. This includes a custom logo and a link back to your Web site if it is embedded on another site.

Vimeo is a social network for the filmmaking industry. It is specifically designed to exclude commercial videos, gaming videos, or anything that has not been created by the user.

5min is another educational site that features “how to,” instrucitonal, and “do it yourself” videos.

Others not included under Tubemogul are:

Google Video which is Google’s video search function that draws from other sites.

i2tv.tv allows you to upload your videos for its content to appear on television or Video on Demand.

Webcastr is a worldwide Internet portal for video channels. It aggregates content based on people’s particular interests.

There are MANY video hosting options on the Web. Find what caters to your type of video and make the site work for you. If you use a video broadcast network not listed above, feel free to share it!