For session #2 of Social Media Pro — our online coaching course for using social media in your business, we’re focusing on optimizing your brand assets.

One of the many ways to do that is to create quality content and post it on the internet.

Video content is increasingly popular. And, various video hosting services have sprung up to support you in making your video content readily available.

The best known site is Google’s YouTube service. But there are others. One, which I’ve personally experienced (and, none too pleasant an experience it was, I assure you!) is Vimeo.


In my ‘listening post’, I get an alert when certain terms are being cited on blogs. “Vimeo” is one of them. (I have my reasons!)

Why am I telling you all this? Simple. To share three (3) lessons that will ‘teach’ you how this social media stuff really works better than anything less ‘real world’ ever would.

Lesson #1: You Can’t Hide On The Internet

This is true if you’re good. But, it’s especially true if you’re bad. As in ‘bad customer experience’. Why? People talk. And the mechanisms available — online — to do their ‘talking’ is tremendous.

Check it out for yourself: and you’ll see an example of the kind of ‘chatter’ that is waiting for any firm — even yours and mine — if we give people a good reason to want to vent.


Lesson #2: Do NOT P ____ People Off!

In the upper left panel of the above blog, note the number of ‘RE-Tweets’ about this page. This post just went up and in less than a day there are already over 400 re-tweets!!

Now consider this . . . the average social media savvy person has a network online of their contacts. People who are facile with social media are probably pretty well connected. Some people have ‘followers’ that number into the 1,000’s of people.

In just ONE day, this rather toxic post has already been broadcast (retweeted) to a very, very significant number of people.  Probably a couple hundred thousand when you consider these socially connected types each have a network themselves! And, if the source is credible, they tend to retweet the content they receive over and over and over again. Scary, isn’t it?

Lesson #3: If You Listen, You’ll Find Stuff You Can Use

In my listening post, I spotted another related item . . .,2817,2357254,00.asp. Seems Vimeo has a little explaining to do about how it’s doing it’s own business –– in a courtroom!

Oh, it’s a little thing, really — copyright infringements being alleged by EMI — the music industry watchdog for this kind of questionable behavior!

Copyright infringement. Interesting. Because people are claiming Vimeo’s telling them what they can or can’t publish . . . and EMI claims Vimeo is just as culpable in the way Vimeo’s handling their own affairs. Think that’s going to engender ‘goodwill’ from the Vimeo user community?  I’d say the jury is still out on that one!


Let’s suppose . . . you are the chief counsel for EMI. Would knowing about the kind of comments being made online about the firm you’re trying to build a case against be helpful to you? Would it be hurtful to Vimeo? How would you use this kind of information in court? I don’t have the answers. But they’re certainly worth noting, aren’t they?

Look, Vimeo is not a villanous firm. Ok, maybe some appear to argue they’re eccentric and artsy and all. And, yes . . . they appear to be capricious and arbitrary in how they choose to recognize and respond to violations of their ‘terms and conditions’ clause.

But here’s the lesson I want YOU to get . . . social media has made the masses connected . . . in a way we’ve never seen before!

The media that connects all those minds is a superhighway of thoughts that can either build your brand up or . . . tear it down. I say, ‘either’ because, frankly, there’s really nothing in-between. It’s all or nothing.

Now, do you see why it is so important to be listening? And, once you are . . . to respond in a timely and effective manner!

Personally, I’d be giving “thanks” to Vimeo for providing you with a ‘real world’ example of the power of social media on a business. It’s not always a ‘good’ example that teaches us so well. But, what social media is doing to Vimeo is certainly a ‘powerful’ example, isn’t it?

And please remember this — to make social media work FOR you, you must know what people are saying ABOUT you (as well as putting out your own story).

Which is an excellent segue into what we’re going to be learning about in Session #3 . . . on BLOGGING!

Next session . . . session #3 . . . “Blogging” . . . is an excellent way to make sure _YOU_ control the story about you and what you deem to be important to the people — friends and foes alike — in 2010.

I predict

2010 will be the year of the search . . . the LOCAL search.

If your business isn’t leveraging the opportunities your prospects have access to on the internet, it’s a a safe bet they’re not likely to find you when they do. Tsk, Tsk.

Want to do something about that?

Try Google

Google’s “Local Business Center” to be specific.

It’s a free and easy way to help you claim some internet real estate so you can become noticed by people who are looking for what you do.

Learn more . . .


If you’re not putting yourself (and, your business!) ‘out there’ . . . you’re only helping your competition . . . at your expense.

So check out Google’s Local Business Center and get yourself an UNfair share of the market for your wonderful services!

Great Minds Think Alike

When Richard Branson, arguably one of the most successful entrepreneurs alive and Seth Godin, one of the most prolific thought-leaders on marketing get together, under the auspices of American Express . . . it has to be good.

It is:

The Point:

LISTENING . . . to your customer (or, client or patient or prospect) is essential to your success.

One of the many principles — but a very essential one — for using social media is to ‘optimize your brand assets’.

What’s that mean? Good question.

It means using online social media sites to post content so people can find your content and, as a result, find you, too!

Here’s a great example of this:

Dan Zarrella, a noted expert on social media is the author of this extremely good book on social media.

But my point, for this post at least, is that he’s practicing the principle of getting ‘out there’ by posting his content (in this case, video on YouTube) so you can connect with him.

Get Dan’s book. It’s awesome.

More important, get the power of this practice . . . optimizing brand assets on the internet.

It’s good for your brand awareness and . . . your bank account.


Here’s one of the ‘related videos’ you’ll be able to view after Dan’s video.

Notice that it’s not likely to be confused with a ‘Hollywood’ production in any way.  But it’s acceptable.  It’s also effective.

Can you see yourself doing something similar to this video or Dan’s?  Really!  And what would that do for you?  ‘-)

What’s happening with social media? How does it compare with traditional media?

Check out this insightful (and, brief!) video from Marcel Lebrun, CEO of Radian6 — a cutting edge social media company:

Social media is changing the very foundations on which business is conducted.

The way you communicate and interact is changing how you and your world interact. As a result, social media is arguably the biggest change in business communication since the introduction of mass media when ‘Mad Men’ become the leaders. Now, those leaders are you and me. How cool is that!

Ever wonder, “How can I reach ___________________ over at XYZ Corporation?”

Wonder no more. Thanks to an innovative new online service: PeopleMaps.


This new online service enables you to find not only who knows someone you want to know but, with the more feature-rich, paid version you can actually produce a ‘connection path’ that shows you, visually, you how to best leverage your network connections to reach the person you want using the most potent and closest relationships you have in common.

Rather neat, I believe. You will, too. Check it out!

If you’ve never understood or used ‘RSS’ . . . WATCH THIS:

Once you have your blog or website running, you DEFINITELY want to be running Google Analytics on it.


Couple of reasons . . .

  1. it’s FREE . . . so you can’t argue that!
  2. You gain INFORMATION . . . that helps you know what is / isn’t happening on your blog or website
  3. You can better MANAGE your blog . . . afterall, you can’t manage what you don’t measure, right?

OK, so you’ve installed Google Analytics. (you did do that, right?)
Now . . . you want to make sense of the all the data it’s giving you.


Watch . . . this instructional video:


I have a friend, Fred Wergeles who is a talented, educated and highly successful individual. Fred once worked at the CIA. His expertise? Intelligence Gathering.


Knowing what’s happening in the world is key to either avoiding problems or preventing them from happening.

It’s the same with your business.

You want ‘intelligence’ about your industry, competitors, clients, your own business.

And the Internet . . . the social media that use it (not just social networks) . . . is where you’ll find that intelligence.


There’s a lot of data on the web. Too much. That’s why it’s called ‘noise’. I call it the ‘sea of sewage’. In fact, there’s so much data that you can drown in it (how’s that for an image, eh?) before you get something useful out of it.


Filter the noise out. Focus it into something that has meaning for you and your business.

Today, making business decisions with limited information is dangerous and likely to cost you dearly. But, having ‘intelligence’ so you can make better informed decisions . . . is smart. Very smart! For example:

An executive engaged in negotiation uncovers an obscure blog post about a competitors plant closing, giving him leverage in the negotiation process to seal a deal with the most favorable terms.

A salesperson discovers that a prospect she has been trying to crack tweets about a problem her company can address. She reaches out and puts one more qualified receptive lead into her pipeline.

A brand manager sees a comment left by a disgruntled customer blasting his customer relations experience. The brand manager responds to the post within a few minutes, engages the customer in constructive conversation and recovers the goodwill that might have been devastating to have lost forever.

An investor is evaluating an opportunity and the entrepreneurs tell a compelling story. When the investor probes further into the competition, it is clear that the entrepreneurs are unaware of several large and dangerous competitors. No Deal.

What do these events have in common?

They are making better, more informed decisions using readily available ‘intelligence’ on the Internet.


Knowing the information is ‘Out There’ is one thing. Making sense of the mounds of data and transforming it into useful information . . . i.e. ‘intelligence’ you can use is quite another!

The days of reading the same publications and hoping you come across the information you need are as relevant as getting a ‘TripTik’ at the AAA before going on a vacation. It’s OLD SCHOOL!

Social Media is both an opportunity and a challenge

The opportunity is the quantity of information it offers, the challenge is finding the quality of information you want and can process efficiently.

In Duct Tape Marketing University’s Social Media PRO — an online / offline coaching program for using social media to drive traffic to your site and put revenues in your bank . . . one of the many tools we use to do this is . . .


This is just one of several very cool tools for monitoring selective data streams across various social media on the internet. Using it you can ‘listen’ for what you need-to-know . . . and only what you need . . . information . . . intelligence . . . that makes your business decision-making better . . . and THAT . . . makes you money!

FiltrBox helps you search millions of sources, qualify results, remove duplication and delivers a ranked report to you . . . every day . . . in a very clean, ‘dashboard’ interface:


The old way of gathering intelligence is evolving and its time to embrace the change

Check out FiltrBox . . . it’s a new ‘cool tool’ that is making the task of managing the mounds of data the net offers . . . a realistic and, dare I say it, a fun event!

And, if you liked learning about this topic . . . you’ll LOVE our new online course from Duct Tape Marketing University: Social Media PRO.

Check it out here: Social Media PRO

I just returned from a nice trip to Boulder, CO where the 2009 Annual Duct Tape Marketing Coaches ‘Gathering’ took place.

Among the many things I learned out west, was that the long-awaited Duct Tape Marketing University is now ‘officially’ launched  — Woo Hoo!


For many years, I’ve known John Jantsch, Founder of Duct Tape Marketing.  He’s one of the most prolific and incredibly brilliant people I know.  In fact, I often say that he must have cut a deal with the Devil (like Daniel Webster!) to be able to be doing everything he does and generate the volume of information on marketing for small businesses as he does each day.  He’s just incredible.

That’s why it’s also been so difficult to ‘capture his brilliance’ in a format that is highly focused and easily digested.

Until now.

Duct Tape Marketing University

At the 2009 Garthering, John announced the release of the first (of many more) programs that will be leveraging the Internet (where have you heard that before!) to provide timely, topical and extremely convenient access to money-making information that will make money for my clients.

Social Media PRO — The First Course

This is the initial offering from John’s Duct Tape Marketing University.

It’s designed to be a comprehensive course.  It is, too!

Over five (5) sessions . . . over  five (5) weeks . . . you learn how to turn the ‘sea of sewage’ — all the information that’s flowing on the Internet — into a ‘stream of value’ . . . that drives traffic to your website, and puts money in your bank account

Limited Time Offer!!

Because this is a brand new program, I’m still going through it myself.  It’s great.

While the course is ready, I’m not sure I am!  

Frankly, I’ve been one of the people who felt I should get more involved with social media sites like LinkedIn, Twitter, Facebook, etc.

But truth be told, I felt social media sites were more of a confusing hassle that sucked away my time than put money in my bank.

Now, with Social Media PRO . . . that’s starting to change!

If you’re interested . . . check out this SPECIAL OFFER . . . I’m making to just 20 people who want to make social media make them money, not frustrated!