Next Tech

by Carl Weiss


If you think the World Wide Web has gotten crowded now that everything from tablets to phones are surfing the web, wait until you get a look at some of the next generation technologies.  Soon your wristwatch and glasses will be internet-ready.   There could even be a personal robot and aerial drone in your future.  So if you think it's already a Wild, Wild Web, you haven't seen anything yet.

Watch Out!

Since the advent of the smartphone many people no longer wear a watch.  But if Apple and a number of other companies and startups have their way, wearing a computer on your wrist could soon be consider hip. 

The much ballyhooed iWatch isn’t even on the shelf yet but it has already stirred up a lot of interest.  As of the date of this article, there isn’t even a definitive picture of what the iWatch will look like, let alone the kind of capabilities the device will incorporate, but that doesn’t stop the rumor mill. What it has done is stir up keen interest by competitors and emulators. So much so that there are already competing products available, such as Kickstarter funded Pebble.  While the Pebble looks more or less like a conventional wristwatch at first glance, it is more closely associated with a smartphone than it is with a timex, due to the fact that it is programmable.

The company says on its Web site that "apps bring Pebble to life." The device is "infinitely customizable." This means you can download everything different watch faces to Internet-connected apps that will allow you to use your smartwatch as a fitness tracker, accessing GPS on your smartphone to display speed, distance, and pace data. You can also use the music control app to play, pause, or skip tracks on your phone.  This new smartwatch has a 1.26-inch screen that uses e-paper technology so that it can be viewed even in bright sunlight. The device is water resistant, and it's battery should last a week on one charge.
Wrist This!

It turns out that the wrist isn’t only for watches, if Thalmic Labs has anything to say about it.  Their Myo (pronounced me-oh) armband is designed to control a computer or other device using hand and arm gestures. While the device is not yet on store shelves, preorders are being taken for $149.00, with the expected ship date being late this year.

“Myo fits around a user's arm just below the elbow. Users have access to a range of controls, allowing them to navigate pages by swiping in the air with two fingers, stop tracks in iTunes by clenching a fist, control first person shooters by mimicking a gun, and more. 


Myo's range of gesture controls stems from the device's monitoring of the electrical signals passing through the arm muscles of its wearer. Different arm and hand motions require different muscle movements, and the device's sensors pick up on the different electrical activity, translating it into digital commands.”

The Digital High Ground

Of course, as anyone knows, when it comes to shooting for the digital high ground, you have to aim high.  This is exactly what Google has done with its latest innovation, called Glass.  While not exactly available on the shelf, Google has made the device available to app creators along with limited numbers of the general public who are willing to shell out $1,500.00 and travel to New York, San Francisco or Los Angeles to pick up their prize.  That’s right, I said prize, because in order to qualify, you need to enter a contest in which you come up with a creative way in which to use Glass. If you are one of the lucky “winners” you will be one of the first to experience the all-encompassing sensation of sporting a wearable computer.



Joshua Topolsky at The Verge tried out Glass at Google’s New York City headquarters and reported that acclimation to the device was very easy. “The privacy issue is going to be a big hurdle for Google with Glass,” Topolsky says. “Almost as big as the hurdle it has to jump over to convince normal people to wear something as alien and unfashionable as Glass seems right now.”


Seeing is Believing

While wearing a computer on your head might seem a bit self-conscious to some, when it comes to the next wave in digital technology, the sky’s the limit…quite literally.  What I’m alluding to are personal aerial drones.  While you may have read about or seen the Pentagon’s predator UAV, think smaller when you think PAD.  Literally dozens of companies have created remote controlled miniature aircraft replete with cameras.  Able to hover, these aren’t the toy helicopters you played with as kids.  These are highly sophisticated aerial surveillance platforms that retail anywhere from $300.00 to tens of thousands of dollars.  While units at the high end of the price range are mostly being used by law enforcement agencies, those at the lower echelon are eminently available to the public.

Parrot AR Drone flights
Parrot AR Drone flights (Photo credit: Mike Miley)


“For example, the Parrot AR Drone, has a range of about 160 feet, is controlled by a smart phone app, and can be bought at Toys R Us for $300. It's aimed at teens and adults that want an enhanced video game experience. Parrot said sales have already exceeded 500,000.  3D Robotics makes a $500 drone that flies itself via GPS, scouring fields for information on crop conditions including water levels, pest infestations and other signs of trouble. Currently, Anderson said farmers pay $1,000 an hour for aircraft flyovers, a cost that's prohibitively expensive.”


While some would consider these devices as toys, the ACLU is already looking into the ways in which this kind of technology has the potential to infringe on personal privacy.

"The technology of surveillance is becoming retail, and that will pose real challenges to our traditional notion of privacy," said Catherine Crump, an ACLU attorney. With ever-shrinking size and ever better camera technology, the group is concerned that people acting under the assumption that they're in the privacy of their own homes or yards could be wrong. Crump said. "It's not clear that there's anything restricting someone from flying a drone over the property of others."

Sweeping with the Enemy

With everything from the government to search engine data collection  slowly but surely eroding our privacy, you wouldn’t think that Americans by and large would be keen to embrace even more technology into their lives.  And you would be wrong.  At least you are when it comes to eliminating mindless routine and thankless chores from their lives.  While the personal robot isn’t exactly going to emulate Rosie the robot from the Jetsons (not at least you have a spare $400,000 lying around), the market for these devices is clearly a growth industry.

English: iRobot Scooba 380 floor washing robot
English: iRobot Scooba 380 floor washing robot (Photo credit: Wikipedia)
Yes, Virginia, there are currently robots that will do everything from cleaning your floors (Roomba) to mowing the lawn (Robomow).  They can also clean the gutter (Looj), the pool (Verro), and even wet mop your tile (Scooba). The Cadillac of domestic robots is without a doubt Willow Garage’s PR2, a unit that is capable of shooting pool, baking cookies and even fetching and opening a beer from the fridge. (You can’t make this stuff up.  See video  at the link below.)

http://www.cbsnews.com/8301-505263_162-57555752/personal-robots-moving-closer-to-reality/

Like any technology, robotics can be a two-edged sword.  What could be a time saving device could eventually cost people jobs. Check out the description of Sears RoboMower:

Work Smart, Not Hard This Summer With The Right Lawnmower
Whether you wish to spend your free time basking in the warm summer sun, working on important summer projects or heading out to the beach, take a tedious task off your plate and spend more time the way you want to. Add the RoboMower robotic lawn mower to your tool collection and make an effective friend that'll keep your yard in order week after week so you can get out and enjoy life in the sun.
Moving at .5 meters per second, this Robomower makes short work of standard yards while giving you a neat uniform cut and depositing mulch, giving you a thicker, healthier lawn without all the work. 

Tell me this technology isn’t going to reek havoc with the wallets of every enterprising teenager in town.  Of course, then there is the flip side of the coin where most teenagers would be more than happy if they ever again had to mow a lawn.  In essence this is the meme of technology; that some will benefit, others will be supplanted and inevitably when it comes to technology, we will all need to adjust our personal comfort zones. 

Carl Weiss has helps clients deal with technology on a daily basis.  He is president of W Squared Media Group, a digital marketing agency based in Jacksonville, Florida.  He also owns and operates Jacksonville Video Production, a digital video production company.



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Leveraging LinkedIn

by Hector "The Connector" Cisneros


If your company is a B2B entity that is trying to use social media without all that much success, leveraging LinkedIn could be the solution.  If you are an executive who wants to climb the corporate ladder but you really don't know where to start you could also benefit from LinkedIn In this article we will explore the following three areas:


1.      What it takes to use LinkedIn in order to maximize your exposure.
2.      The built-in tools that maximize your connections.
3.      How to put together a cohesive strategy to get the biggest bang for your efforts.

Social is Not Selling

Social media is not selling, t least not in the conventional sense. Social networking is more about connecting, sharing  and following. The closest thing to selling in social networking is word of mouth. The marketing part comes into play when a friend family member, co-worker or customer sings your praises. These testimonials are priceless and here is where you can strike gold with LinkedIn.

Make sure you provide testimonials and referrals for those who do the same for you. LinkedIn has a built-in mechanism that allows you to effectively provide testimonials and recommendations for others. It also automatically asks the recipient to reciprocate. Be generous but honest with your responses, compliments and testimonials. Being courteous and active will get you a long way.

Recommendations are listed under the “Profile” navigation link. In fact, this is where you should start. Make sure your profile is as complete as possible. Leave out sensitive information like your social security number, children’s names, home address etc.… but be thorough enough so that anyone reading your profile will feel they are getting a good look at whom they are dealing with.

Help is Just a Click Away

If you’re just starting out, know that LinkedIn has a very good built-in help directory. The “Help Center” is located under the “More” navigation link. The “Help Center” provides just about everything you would ever need if you got stuck. On top of that, LinkedIn provides many wizards to help you walk through setting up your personal or business profile.  If you're still stuck, you can always go to YouTube and do a search on LinkedIn and you will find hundreds of free training videos to learn from. Just make sure they are current.

It’s Not What You Know

Your contacts are the people you have connected with within LinkedIn. Connect provides a way to invite people to connect with you. You can invite people by importing a contact list from Gmail or a CVS file you have created in Microsoft Excel. You can also invite people to follow you if you see them listed in a people search via the search bar.  You can also organize your connections by categories you create.  These are called Tags. Tags allow you to create categories like friends, college buddies, BNI members etc…  Profiles allow you to organize connections from saved searches of people you may or may not be connected to. This is a great tool for salespeople. However it’s only useful if you have the pro version of LinkedIn. More on this later.

The Inbox

The Inbox lists messages you have received and have sent. It also allows you to send invitations to people you may know. This list is based on the 2nd and 3rd tier connection possibilities of people to whom you are already connected. Just remember that when you click on the “Connect” button, you need to know the person you're attempting to connect with. Inviting people you don’t know is considered spam mail in LinkedIn. You do have more flexibility with the Pro version, but even there you have to use common sense. If you join “Groups” you are considered connected with the members of the group. It’s considered OK to invite these people. They can always choose to ignore you anyway. One last thing on the Inbox and connecting. You don’t have to connect with everyone. Read a person’s profile and make a decision based on whether it seems right for you.

News Feeds

When I refer to news feeds I am actually referring to two items in LinkedIn. One is under the “Home” navigation link on LinkedIn and the other is under the “News” navigation link. Your “Home” page lists post from all the people you follow and are connected to. When they or you type something in the “Share an update…” box it goes out to everyone you're connected to. A similar box is available for any group you are a member of.

The other part of the “News” feed is under the “News” navigation link.  This provides access to LinkedIn’s online news feeds that it considers tailored for you. Here you can customize your news feed so that it provides news items in which you are interested. This is a great resource if you use other social networks like Twitter, Facebook or Google Plus. These quality articles can also be used as content that you can post to your other social networks.

Search and Connect

LinkedIn has over 200 million subscribers of which 500,000+ are executives. If you are in sales,  you will love the capabilities of the Search tool.  You can search by a person’s name, company, industry, location, title, Groups, relationships, Seniority Level, Interest, function, language, company size and ranking on the Fortune 1000. Here is where having the Pro (meaning paid version) of LinkedIn pays off. The Pro version allows you to contact anyone (between 10 and 50 per month depending on which level you have purchased). It allows you to create premium filters, save profiles you have created and much more.

Regardless of what level you use (free or pro) the search feature is very powerful. It can save you a lot of time and money when you’re trying to connect with a business owner or decision maker. If you don’t have the Pro version you will have to use an intermediary to connect with someone. LinkedIn always shows if you are connected to someone by someone else you know. Once you determine that a connection exists, ask your friend, co-worker or associate to make the introduction for you. One they introduce you get connected and send an invitation invite to meet with you or offer to help them in some way.  Don’t always go for the throat and try sell to them. Remember that social media is about building trust and credibility through word of mouth, not direct selling.

There’s Strength in Numbers

To join a LinkedIn group, click on the “Groups” navigation link. Groups are a little like clubs that are virtual where everyone connect through posts and messages. They all have their own rules and most groups usually have a somewhat narrow focus.  Joining a group gives you access to the members of the group. You will be able to participate in the online conversations and topics that take place. Being active in a group is a great way to connect with like-minded people. It can also be a great way to connect with potential clients. As mentioned earlier, by joining a group you gain access to its members and are allowed to invite them to connect with you and join your network.

Don’t see a group with a focus you like? Create your own group where you are the moderator and you set up the focus and rules. Click on the “Create a group” link in the “Groups” section and answer the questions to create your own group. Once you set up your group you need to invite people you are connected with to join. You can also invite people from other groups you are a member of. LinkedIn will even help from time to time once it determines what your group’s focus is. It will invite people who show an interest in your focus by sending them an invitation to join.

Company Pages

Any business owner can and should create a business profile on LinkedIn.  Just like an individual profile, a business profile needs to be complete.  This is the place to list mission statements, unique selling propositions, product profiles, service listing, brochures, videos, and testimonials. It’s very important that you use the proper “keywords” in your profile. These profiles rank in the top search engines. Leaving out important information will get you left out of the search engines. To add a company, look for the link just below the Search Box when you click on the “Companies” navigation link. The “Companies” link also allows you to search for companies by name, keyword or industry. It also lets you to follow specific company posts to see what they are saying and doing.

Need a Job?

If you’re looking for a job or you’re looking for employees, this is the LinkedIn tool for you. By clicking on the “Jobs” navigation link you can choose to; “Find Jobs”, join “Job Seeker Premium”, “Post a Job”, “Manage Your Jobs,” or use the Talent Solutions“ feature. This is another LinkedIn tool that I could write a whole article on. Needless to say, if you’re looking for a job, you can find lots of jobs here. Generally these will be top career jobs not entry level positions. These jobs will be from around the world and cover every aspect of employment. If you’re looking for a good paying career position, you may want to look into using their paid Job Seeker Premium service. It allows you to contact executives and decision makers directly (up to 10 a month). This $40 a month investment could help you land that position you’ve always dreamed about.

If you’re on the other side of the equation and are looking for talented people, LinkedIn “Jobs Posting” and paid “Talent Solutions” functions can be very powerful tools. The free post allows you to list positions and get connected with job seekers. The “Talent Solution” is a separate, full featured, paid, recruitment system.

LinkedIn Ads

Like most other social media venues, LinkedIn is monetized. One of the ways they make money is by selling advertising space on their site. This includes the side panels of all pages, and at the top of the page via a text ad. LinkedIn can be a very cost effective advertising medium, primarily because you can target your audience. It is also a great place for A/B testing of ads. The Ad wizard will walk you through creating your ad or A/B test and it will provide what the minimal cost per click will run. You can also run ads based on either a pay per 1000 impressions or pay per click. Your ads can contain a picture, can point to something in LinkedIn, or to most websites, or even a blog. If you're selling a tangle product or service, this is one of the low cost leaders in pay per click, especially if you sell B2B.  The LinkedIn PPC system works well and is worth looking into.

Who You Gonna Call?

Have a question you need answered?  Want to know what skills you need for a specific job or line of work. Then the “Skills & Expertise” function is for you. This function is listed under the “More” navigation link and allows you to “Discover the skills you need to succeed”. The search box here provides you with indirect access to professionals who list themselves as experts in their chosen fields. It also allows you to add skills to your profile so that others can endorse you as having those skills. In this section you will also see featured professionals and be able to click on their profiles to learn more about them. You will also be listed in search when someone is looking to add a specific skill or expertise to their profile.

LinkedIn Articles

LinkedIn scours the web for breaking news along with the best and most informative articles that business people are interested in reading. As I mentioned earlier, you can choose the subjects that interest you, follow specific leaders and comment on the best business content the web has to offer. I love reading the articles from LinkedIn and I suggest you read them too.  It has provided me with tons of useful and informative content to share with my many followers. Since social networking is all about connecting, and sharing useful, educational, or entertaining content with others, these articles will help you do just that.
LinkedIn Pro
If you are considering the pro (paid) version of LinkedIn, in my opinion they are worth it if you use it. I have been a member of LinkedIn since late 1994. I have signed up for the pro version off and on several times over the years. If you’re in sales, spending the $39.95 a month to get the pro version should not be a hardship. If you need to contact more people per month or have greater needs they offer several levels to expand your ability to increase the number of contacts while narrowing the focus of your searches.
LinkedIn, like any social network, requires dedication to learning its feature, actively using it and proactively engaging others. It is useless if it’s not fed on a regular basis. Social networking requires consistency and dedication. For some business people, using LinkedIn is a business way of life. For others it’s a complicated maze that just seems like too much trouble. Take it from me, it’s worth any amount of trouble since it can provide a substantial payoff.  If you are looking for a way to break out of the herd and increase both exposure and results, you owe it to yourself to Leverage LinkedIn.

Hector Cisneros is COO of W Squared Media Group, a company that specializes in online marketing for the 21st century, including social media.



What's in a name? Reputation management in the 21st Century.


by Hector Cisneros

Have you ever wondered what people are saying about you? Wish you could be a fly on the wall so that you would know exactly where you stand? If you’re a business owner, how do you know if customers or competitors are spreading malicious rumors about your company, brand or product? How do you know what consumers are saying about you, your employees and your company in general?

In today's post I will cover many of the digital reputation issues that executives and businesses have to contend with today. I will provide a list of the types of problems that are prevalent, how to monitor your reputation and provide more than a dozen ways you can help improve your online reputation.

Where to Begin

First, what are the kinds of problems that owners or executives have to contend with? A business has to protect its good name, its brand, and its reputation, as well as making sure that the reputation of its owners, agents and employees aren’t soiled.  The most common type of issues for businesses are bad reviews. This can be for the company itself, for poor product performance, poor service, no service or poor employee behavior. 

The Ultimate Fix

The best way to make sure you don’t have these kinds of problems is to create a corporate culture of excellence where all your people are focused on fixing the problems, not the blame. Make sure that you never over promise and under deliver. Last but not least, if someone or something fails to perform, simply make it right! Even if it costs you money. If an employee or executive fails you in an egregious manner, you may have to terminate them.  As they say, "One bad apple spoils the barrel."  As you will quickly find out, one bad review online can ruin your reputation and hurt the bottom line.

Other Issues

Along with bad reviews, you can also have issues like confused or mistaken identity, poor online presence, poor interaction, or poor functionality. On top of this your best material, such as your blog content, social profiles and other items may just be buried in the online sea of data.

Good search engine optimization can fix many of these issues and proactive online marketing can ensure that your positive content is visible to the masses.

Fan’s, Fakes and Hatesites

It’s common for people who are Fan’s of movies, books and even products to create social media sites and even websites that promote their favorite brand or products. However, you must maintain control of your reputation as outsiders may not do your company justice and they could accidentally soil your reputation.

It’s also common to have “fake” or spoof accounts created in your name, your products name, brand name or even company name. Many times  I have seen Twitter accounts that read “TheReal_____”. You can fill in the blank with just about any famous person’s name, for example TheRealNimoy. Beware of these and monitor them for liability. In many cases, you can get them shut down if their authors step out of line.

Hate websites are a whole other issue. If you have angered someone so badly that they have gone through all the trouble to build, publish and host a website debasing you, you have a big problem. I would be willing to bet that you have a systemic business problem that needs to be fixed. Either way, even if you’re innocent, your only recourse is either to take legal action, (which may not get the hate site pulled) or reconcile with the person you have angered.

The Worst Case Scenario!

The last and worse of all possible reputation issues is Identity Theft. Here you have to be very proactive in protecting yourself. Make sure you shred all documents that have sensitive information like social security numbers, bank/financial accounts, credit card accounts or anything that is tied directly to your name. I suggest you maintain a personal protection account like Life Lock for yourself, your executives and high profile employees. These services cannot absolutely guarantee that your identity is safe but they can provide a host of financial resources to help make you whole again.

Along these same lines, make sure your computers, tablets, and smart phones are adequately protected with top-notch antivirus/anti-malware software like Trend Micro, Advanced System Care or other name brand products. Make sure you have a company privacy and ID policy in place and make sure your employees adhere to it.

The Top 12 things you can do to protect your reputation.

So, what can you do to protect yourself, and your company’s name, brand products and employees from acquiring a tarnished reputation. Here is a baker’s dozen of tactics designed to keep your reputation shiny and clean.
1.   Create a corporate culture that is customer focused. Promote honesty and integrity. Fix problems instead of placing blame. Never, ever over promise or under deliver.
2.   Proactively be your own advocate. Monitor your reputation by regularly engaging in reputation searches. 
3.   Purchase Life Lock or other ID protection service for yourself, your executives and your high profile employees.
4.   Make sure the contact information listed on all your social nets is correct, consistent and readily available. Too many companies today try to hide behind an “email wall”! Make sure you have a real address, phone number and even a Google map on you site.
5.   Help others with their good reputation. This will make it more likely that they will help you with yours.
6.   Create a profile for every product or service you have and make sure that you provide a consistent brand look and feel.
7.   Proactively make sure you have a full spread of social net profiles in place  tells your story accurately. The top social nets to  include are Facebook, Twitter, Google+, YouTube and LinkedIn 
8.   Actively recruit and reward those who provide you with testimonials, positive reviews and positive digital word of mouth via social media.
9.   If you, your company or your product ever fails to perform as promised make sure you make the issue go away by making it right as quickly as possible.
10.   Make sure that all web properties have proper search engine optimization for keywords, company name and brand.
11. Make sure you have created adequate back links between your websites, social nets, blogs and any other web profiles that exist.
12. Create and promote positive digital and conventional PR for your business, your brand and even your executives.
13. Listen to what people are saying about your company. Don’t be afraid to ask people, vendors and consumer to be candid with you. Send out anonymous surveys at least once a year.

One last thought. If you can't fix the bad reputation problem because there is just too much bad press, create a new company name, new website, social profile and brand. Basically, you will have to start from scratch to create a new reputation. This time however, follow my suggestions.

In this article I have outlined the most common reputation management problems businesses face today. They cover the gamut from poor reviews to ID theft. I have included many steps you can take to discover and isolate these issues. More importantly, I have provided more than a dozen ways that will help you manage your digital reputations for both your top people and your company’s primary assets.

If you have found this article useful, please pass it on. If you want to share your thoughts on this subject or have something to add please enter it in our comment section so that we can share it with others. It is my hope that we all pay close attention to these issues because in the 21st century, WWW still stands for the wild, wild, west. That’s my opinion, I want to hear yours.

Hector Cisneros is COO of W Squared Media Group. a company that specializes in Online Marketing for the 21st Century.

The Care & feeding of the 800 Lb Gorilla in the Room


By Carl Weiss

With right around 80% of the worldwide search market, Google is the King Kong of search engines.  According to ComScore, 1n 2011, consumers made 4,717,000,000 searches per day on Google.  That accounted for more than 65% of all searches made worldwide.  In comparison, the number two search engine, Yahoo, only accounted for 16% of the search market in 2011. Since then, Google has gobbled up even more of the search engine market and it’s getting stronger all the time.  Aside from being one of the most profitable companies on the planet (their Q3 earnings in 2012 were in excess of $14 billion), they also own a number of other wildly popular sites, such as YouTube. When it comes to succeeding online, you need to make friends with this largest of all online primates. 



As the saying goes, “What do you feed an 800 lb gorilla?  Anything it wants.”

In case you haven’t noticed, Google is one picky eater.  He wants what he wants.  And what he mostly wants is to be fed his own brands.  Therefore, when you think video, think YouTube.  When you think blogs, think Blogger.  When you think social network, think Google+.  If you want the gorilla to like you, then you have to feed him what he likes to eat on a regular basis. 

The Game has Changed, but the Name Remains the Same

When Google started back in 1998, there were a number of viable search engines that offered the opportunity to create page 1 placement in as little as 24 hours.  Back then, everything you needed to generate page 1 placement was right on your homepage.  In 98 there were no blogs, no social networks and no YouTube.  Bandwidth was so tight that it could take several minutes for a website to load if it sported a lot of graphics.  So all the search engine spiders had to use to make their ranking decision was contained on-site. 

Jump ahead fifteen years and while many of the names remain the same, the whole game had radically changed.  Nowadays on-site SEO only accounts for 25% of the ranking criteria used by search engines.  The other 75% is made up of blog posts, social posts, videos, podcasts, etc.  In other words, in today’s World Wide Web, content is king.

Here’s where many people fall off the wagon.  You see, it isn’t enough just to have blogs, videos and social networks connected to your website.  If you want to succeed at search engine marketing, you need to create content on a regular and continuous basis.  With blogs you need to post at least once per week.  When it comes to social networks, you need to feed the need on a daily basis.  As for videos, the more the merrier. 

If you’re going to play the game, you might as well play to win.

When it comes to working the web to win, there are winners and there are losers.  Just as in the casinos, the players with the most chips tend to dominate the game.  In the case of the Internet, this means that big businesses can muscle their way to the top of most searches.  That’s because they can afford to hire armies of bloggers, and social networkers, and video producers galore to create content, content and more content. 

Most small businesses on the other hand find it hard to come up with enough chips (re content) to even get into the game.   Does that mean that small business owners should throw in the towel?  Hardly.  What it does mean is that you need to find a way to if not exactly level the playing field, then at least tip it in the right direction so that you can walk away with more chips than you started with.

Together We Stand.  Divided We Fall.

The same principles that built our nation can be used to build your web presence.  What I am talking about is people power and guerilla marketing.  Use people power to create an “I’ll scratch your back if you scratch mine” mentality and use guerilla tactics to hit the big guys where they ain’t.

Having trouble writing a weekly blog?  Either outsource the task or get a blog buddy.  What’s a blog buddy?  That’s someone who will read and more importantly comment upon your blogging efforts week in and week out.  (It’s what used to be called an editor.)  When writing a weekly blog it sometimes gets hard to see the forest for the trees.  A blog buddy can let you know if you are going off the rail, or are chasing the wrong story.  They can help you clean up your copy and can even suggest new blog topics.  The catch is that in order to avail yourself of these services you need to either pay for or trade out these services.  (My CFO is my blog buddy.)

Writ large you can use these same guerilla tactics to create a peer group that not only produces, but reads, comments upon and reposts each other’s blogs to the social nets.  This is the concept we used to create Club W Cubed, the Internet blogging, social networking and search engine marketing club.  We recognized the high value that Google placed on blogs, reviews, recommendations and reposts and created a mechanism that allows members to efficiently provide these services to one another.

Lights, Camera, Online Action

Another thing that Google loves is called mixed media.  This consists of visual elements such as photos and videos.  A properly optimized video can jump from YouTube to Google page 1 way faster than a properly optimized website.  Plus a video is five times as likely to generate a click as is a website.  Video content doesn’t need to be lengthy or flashy.  A sixty second video that is entertaining and /or informative is all that it takes to get into the game.  You can either hire the job out or you can shoot your own videos using your laptop, tablet or smartphone. (Please invest in a tripod if you plan on using your cellphone, since there is nothing more annoying to a viewer than Shaky-Cam.)

Even better is the fact that YouTube now includes a complete editing suite on the site that anyone can use to spruce up their efforts.  Everything from image stabilization to royalty free music tracks are there for the taking.  So there’s no need to spend a bundle to let out your inner Steven Spielberg. 

The Table is Set

When it comes to putting on the feedbag for the 800 lb gorilla, it doesn’t take bushels baskets of cash to bring home the bacon.  All it takes is patience, persistence and a bunch of bananas to get you into the game and on Google’s good side.

Carl Weiss has been feeding the gorilla since its birth in 1998.  His company WSquared Media Group specializes in helping companies generate online results.  He also owns and operates Jacksonville Video and can be heard weekly on his Working the Web Radio Show that is broadcast on Blog Talk Radio every Tuesday at 4pm Eastern.

Why Every Business Owner Needs Clones

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By Carl Weiss

Say what you will, cloning is alive, well and thriving.  Everything from a sheep (Dolly) to an Indian buffalo (Mahima), to a well-to-do couple’s deceased Labrador Retriever (Sir Lancelot), have been successfully cloned.  One outspoken Harvard geneticist has even claimed that scientists could clone a Neanderthal if they had an “extremely adventurous surrogate mother.”  While scientifically possible, thus far human cloning has remained the stuff of science fiction.  Worst still is the fact that even the mere mention of it brings a firestorm of controversy, with everyone from the scientific establishment to the religious right weighing in on why this is a bad idea.  But putting ethics aside, how many business owners would jump at the chance of having a carbon copy of themselves to help around the office? 

Send in the Clones

Face it, one of the hardest parts of the hiring process is training new employees.  Even once trained, most employees can never attain the same level of competence, motivation and enthusiasm that the boss does.  That’s why most companies spend mountains of time and money training and retraining staffers.  But what if the founder or owner of a business could climb inside a Xerox machine, press a button and spawn one or more clones of him or herself.  When one considers the increased productivity and profitability that would result, do you think they would fret over the ethics of the process?  I for one can think of several prominent billionaires who would leap at the chance.



The problem is that notwithstanding the video below, this technology is not yet available.  But that doesn’t mean that the fundamental motivating factors are not of paramount importance to every business owner and manager on the planet.  Let’s face it, there are never enough hours in a day to accomplish all the tasks we need to get done.  Add to this the fact that the most expensive and limited commodity to the boss is their time.  It doesn’t matter how capable and motivated you are, there are only so many appointments and texts and conference calls that can be performed in any given day.  Add to this the fact that as the boss a percentage of your time is spent dealing not with prospects and clients, but babysitting your staff and putting out the fires that crop up on a regular basis in every business.

But what if there was a mechanism or technology that would allow any business person the opportunity to be in two or more places at the same time.  Plus, what if this same technology could take some of the burden off your back when it comes to training or retraining new hires and existing employees.  Would that put a smile on your face?

The ABC’s of Automation

When most people think of automation they think of robots.  What they don’t realize is that the Internet offers a number of ways to automate tasks that are repetitive .  Take training, for example.  For the most part educating employees about products, services and sales tools is one of those pig-in-a-rut tasks that is repeated at most businesses ad nauseum.  The answer to this situation is to clone the task via video.  Why repeat the same process over and over when you can do the job once, record it and hand it out to employees, prospects and clients like Christmas cookies.  Yes Virginia, you need to train your clients and prospects to buy more products and services.  Whereas in days gone by you would need to create and ship a DVD, today you can email a YouTube or employ a QR code to deliver the lesson.  Mission accomplished.

In today’s content-rich online environment, generating a database that you can send a monthly newsletter to at the push of a button isn’t just good business, it makes good sense since it automates and multiplies your efforts at the click of a mouse.  (It’s also another place to embed those videos.)  Companies today need to stay lean and mean.  So instead of becoming top heavy by taking on more and more employees, you can create a legion of clones using such things as blogs, videos, podcasts, and social posts that will work 24/7 to do your bidding.  As an added bonus, these clones not only have the ability to reach out and touch thousands on prospects and clients, but producing and optimizing them works to help move you up on the search engine’s food chain, since all search engines love content.

Fire up the Factory

What’s not to like about clones?  They never get tired, don’t call in sick and they never ask for a raise.  When you want them to travel to distant points on the globe, they won’t whine about flying coach.  When they get in front of a prospect, they are always daisy fresh and can produce the perfect pitch every time.  So, if you are sick and tired of being sick and tired, stop hiring, start cloning and send your top gun in on every pitch.  You’ll thank me later.  All of you.

Carl Weiss is president of W Squared Media Group, a firm that specializes in getting the most out of technology.  You can find him and his cloning machine at http://wsquaredmediagroup.com.  You can also listen to his weekly Working the Web to Win radio show every Tuesday at 4pm Eastern on Blog Talk Radio.  He also owns and operates Jacksonville Video...or is it one of his clones?

It Takes a Team

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By Carl Weiss

For those of you that watched the NFL Playoffs on Sunday, when it comes down to making or breaking a championship season, it all comes down to which team can implement their game plan the best.  When you boil it down, the Internet is also a game played on a local, national and sometimes worldwide playing field.  Like all games, there are winners and there are losers.  The winners are the fortunate few who can be found on page one of the major search engines.  The losers are those firms who are buried so deep that you need a backhoe to unearth their web presence.

With more than 300 million websites online and another 130,000 sites being added daily, is it any wonder that it’s getting harder and harder to generate online exposure?  The sad fact is that what used to take a couple of days to generate a page one search engine result, now takes four to six months, even if you are playing the game to win.  Of course, the problem with most businesses is that not only don’t they have a winning formula, they don’t even know how to get onto the playing field.  So, if you absolutely, positively need to devise a game plan that can enable you to work the web to win, you better get your game face on.

The Stadium

Working the web is not a game for wimps.  It takes guts, determination, brains, brawn and staying power.  We’re not talking sandlot ball.  We’re talking the Super Bowl.  With millions of dollars at stake for the victors, this is the kind of no-holds-barred game that played on a worldwide basis is a gold mine for those who know how to play to win.  Just to give you an idea of the scope of the World Wide Web, in 2012:

·         More than ¾ of the world population was online.
·         The US audience alone topped 239 million.
·         Mobile users in the US topped 139 million.
·         There were 106.7 million smartphone users in the US.
·         Some 72.8 million shoppers made purchases using mobile phones and tablets.
·         83.9% of those online made at least 1 online purchase.
·         Holiday ecommerce sales were 42.3 billion, up 14% from 2011.
Needless to say, big businesses dominate the Internet, chiefly due to the fact that they have the manpower and the means to saturation bomb the web.  They can afford to hire a legion of web designers, bloggers, social posters, videographers and online PR specialists that make sure that their products, services and brands all have page one presence.  Seeing this, most small business owners think that there is no way that they can afford to compete with, much less best these corporate leviathans.  But what most don’t realize is that they don’t have to go head to head with multinational corporations, unless they are selling their products and services globally.  With the advent of geotargeting, the game isn’t played exclusively on a global basis.  If you are selling locally, there are a number of ways to generate front page online exposure that can create leads or sales. 

The Team

Rule number one in playing to win online is, “Stop acting like it’s 1999!”  What I mean by that is that the day of the set-it-and-forget-it web presence has come and gone.  If you expect to get on page one simply by sheer presence alone, you’ve got another thing coming.  First of all, where the search engine spiders go, so go web developers.  Sure, back in 1999, there were no such things as blogs, streaming video or social networks.  More importantly, everything a business needed to jump onto page one was present on-site.  Today, only 25% of what the spiders use to grade your site is on-site.  Fully 75% of that which makes you or breaks you online is off-site.

The second make or break factor is frequency.  In other words, not only do the spiders look to see whether you are blogging and posting socially.  They are also grading you on the quality and frequency of your posts.  If you want to get into the game at all, you have to be willing to post a blog on at least a weekly basis and you need to post socially daily.  While this may seem like a lot of work, once you have developed the habit of posting regularly (or are willing to pay someone to do it for you), it only takes about two hours per week altogether.  If you aren’t willing to perform these tasks, then you aren’t even in the game.

Special Teams

Even performing these tasks will not automatically rocket you onto page one.  Depending upon how much traffic and therefore demand is generated by the keywords you seek, it can take four months or more to generate page one performance.  Of course, just as with the NFL, the use of special teams can sometimes score all on their own.  In the case of the web, there are four ways to jump the cue and generate a page one result in 30-days or less.

1.      Pay-Per-Click – You can always buy your way into the game.  For a cost of anywhere from $1 to 25$ per click, you can generate page on results literally overnight.  Before you reach for your credit card, you must realize that all you are going to generate for your money is a click.  Not a signup or a sale. 
2.      YouTube – Since being acquired by Google in 2006, it has been possible for a properly optimized video to jump onto page one of the world’s most popular search engine. 
3.      Google is gaga for blogs – Just as with YouTube, Google also owns its own blog, Blogger.  This means that just as with YouTube, a properly optimized blog can quickly wind up on page one.
4.      Social Networks – Guess what, Google also owns a social network, named Google+.  While many pundits have claimed that G+ is little more than a virtual ghost town, Google shows that more than 100 million active users ply this network monthly.  More importantly, since this social net has the word Google right in the title, what do you think this means to the probability that a properly focused post can wind up on page one?

      The Quarterback & the Coach

Of course, just as Tom Brady found out on Sunday, just because you come out shooting and score points early, doesn’t mean that you are going to win the game.  If you want to win the big game, you need a formula that can stand the test of time to get you through the entire season.  And you need a quarterback who can march the team down the field week in and week out and who can take a few hits without folding. 

Carl Weiss has been helping companies formulate and execute winning online strategies since 1995.  His company W Squared Media Group offers one stop shopping for all your online marketing needs.  You can also hear Carl’s online radio show, Working the Web to Win, on Blog Talk Radio every Tuesday at 4pm Eastern.  

Email Marketing - The Good, the Bad & the Ugly

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By Carl Weiss

For more than a decade email marketing has gotten a bad reputation due to spamming.  But what many savvy businesspeople fail to grasp is that fact that email marketing can be one of the best tools available to promote their business and reel in the fish. 

The Good: Email = Free Mail

If you are like most business owners, then you spend a considerable amount of time and money trying to create qualified leads for your sales staff.  Having owned, operated and/or managed a number of thriving businesses over the years, I have come to appreciate the fact that many forms of lead generation provide great results. This includes leads generated by newspaper ads, coupons, yellow page ads, and direct mail. While these forms of lead generation systems have proven to be effective  at making our phone ring in the past, they have also proven time consuming, hard to track and expensive. 

Take direct mail, for instance.  With the cost of a first class stamp currently at 46 cents apiece, designing, constructing, stuffing and mailing a single circular from one business to another is going to cost you a minimum of $1.00.  So if you want to send your mailer to 1,000 businesses, this is going to represent a significant financial risk.

Sending the same offer or newsletter via email on the other hand won’t cost you more than the time it takes to craft the offering.  While there is a right way and a wrong way to go about creating a legitimate email database, if you belong to networking groups, attend business functions, or in other ways come into contact with potential customers, getting permission to send them a monthly newsletter is as simple as asking permission.

You can also include forms on your website, landing pages and social networks that allow interested parties to sign up to receive your white paper, e-book or newsletter at the click of a mouse.  Providing a way to let your prospect opt in is just another way of connecting with them.

Opt in data bases are even better than purchased databases because these prospect want to receive your information. You can increase your bottom line by expanding the distribution of your newsletter via email. By automating parts of this process, you can to touch prospects with less effort, lower cost and greater frequency. Best of all your opt in database can also up the ante by getting your existing customers to sign up as well. 

Creating a newsletter is a snap, since there are websites such as constantcontact.com, icontact.com and mailchimp.com that provide a low-cost service that includes everything you need to construct newsletters, invitations and offers, all via their template driven system.  Want to send out a birthday or holiday greeting to those on your mailing list?  Try jibjab.com a website that contains hundreds of customizable e-cards and video cards that you can send to as many people in your database that you would care to, for a flat $9.99 per year.  We recently sent out a series of holiday video cards that were a huge hit because they were humorous and because we added our staff’s headshots into the action. (If you haven’t seen this site you don’t know what you are missing.)

Best of all, all of the above mentioned forms of online promotion are cost effective and spam free.  If anyone receiving your newsletter wants to opt out, all they have to do is click a link on the newsletter to be removed from your mailing list. Of course, that doesn’t mean that spammers do not exist.

The Bad: No End in Sight for Spamming

Anyone who receives email usually receives tens or even hundreds of unsolicited emails every day.  According to cyber security firm Symantec, in 2012 72.89 percent of all email received worldwide was considered spam.  While most of us employ one form or other of spam filter to keep from being buried alive by spam, Symantec recommends a few other ways to reduce the amount of unwanted emails coming your way.

This topic deserves a standalone blog post, so we’ll highlight the most important points only:
1.      Do not give away your primary email address when registering online. Use a secondary or special address for registrations.
2.      Unless you are a salesperson, don’t include your email address in the public profiles visible by everyone.
3.      Choose an email address which is difficult to guess.
4.      Never respond to spam emails such as by asking to unsubscribe – this will confirm your email address validity rather than unsubscribe you.
5.      Use a spam filter on your computer or in your corporate network.
6.      Use the “Report spam” option within your email client so that you never receive emails from this sender again.
7.      Update your anti-viral software on a regular basis.

The problem with spam is that there is no way to legitimately take your name off the spammers email list. 

The Ugly Truth About  Spam

Not only are spammers raking in millions of dollars, so are the companies who sell them their lists.  Add to this the fact that a number of freeware and free apps are being used to collect email address illegitimately. Some are even being used to infect the computers, tablets and Smartphone’s of unsuspecting consumers and business owners worldwide. This ugly truth is becoming more than a nuisance, it’s epidemic.  It is threatening all our livelihoods.  Governments have been woefully inadequate at protecting consumers. They have done a poor job of going after and prosecuting these spammers, hackers and cyber criminals. However, that doesn’t mean that there is nothing you can do to defend yourself.
What can you do about unsolicited commercial e-mail?
Unsolicited commercial e-mail (UCE) can come from various organizations, companies or be the product of ‘computer viruses’. Companies or individuals can get your e-mail address from the web. Other sources exist such as marketing lists that you sign up to that often get passed between companies. Unsolicited commercial e-mails generally also come from outside the US. Many of these UCE originate from countries like Ireland and those in European Union. This means that it is quite difficult to stop the occurrence of UCE as it is a global phenomenon. Generally, there is little that you can do to prevent unsolicited commercial e-mails being sent to you.
In the vast bulk of cases of UCE’s  emails, the e-mail headers is not valid.
·         E-mail headers may be forged so replying to the e-mail merely results in you sending UCE to the innocent person whose e-mail address was forged.
·         It is not advised to respond to an e-mail address to "opt-out" of a list unless the address is from a recognized organization. These e-mail addresses may also be false or are used to confirm that the unwanted e-mail was originally sent to a valid and active e-mail account.
·         Responding to a web site that supposedly lets you remove yourself from the list is also not advised. This is because once you access the web site your details are logged. You could also you be exposed to pornography.
It is possible to determine the location (rather than the user or the e-mail address) from where the e-mail was sent. If you are able to look at the e-mail headers, you will then be able to determine the IP address of the Internet Service Provider (ISP) whose services were used to send the e-mail. Finding out exactly where UCE has come from can be difficult and time consuming.
If you have determined the location of the sender of these mails, then it may be possible to send an e-mail to abuse@isp to complain about the e-mail. However, adult e-mails are not illegal in many countries including Ireland. If you do succeed in sending an e-mail complaint to abuse@isp and the material is illegal in the jurisdiction it originated in or in breach of the Acceptable Use Policy of the sender's ISP, the ISP can disconnect the sender. However, it might be unable to tell you the name of the sender due to international data protection regulations. In many cases, the sender just moves to a different ISP and starts the process again.
Just like in the movie, the good, the Bad and the Ugly with Clint Eastwood, email has a way of making you feel good and raising your anger at the same time. Email has save billions of dollars for businesses worldwide. It has also cost billions in return. While email can be a two-edged sword, it can also be a godsend to businesses looking for a way to increase their exposure. It allows you to engage an ever-growing audience and survive the tough financial times that are upon us today.  It can save you money and allow you to touch your clients and prospects and a very cost effective way.  Just bear in mind that the when it comes to working the web, only the good guys play by the rules.
Carl Weiss is one of the good guys who has been helping clients work the web to win since 1995. He is president of WSquared Media Group a digital marketing agency and owner of Jacksonville VideoProduction.  You can speak with him live on the air every Tuesday at 4 pm Eastern on Blog Talk Radio.