I'm continually amazed at how people go barreling into social media sites like a bull in a china shop and then wonder why they aren't well received. They hear social media is changing the way people do business and they make the mistake of thinking it's changing it to something "new" instead of simply changing it back to the way things used to be. (Yes, I know Twitter is new, I mean in spirit.) I hear people focusing on what's in it for them...and how they can benefit and completely disregarding the idea of participating because they might be able to give something back. It's like the person at a networking event who only wants to size up whether or not you can advance their business before moving on to the next person. It's clear they view people as commodities and stepping stones instead of...well, people. That's a shame, because when it comes to business, there's nothing that matters more than people and how you treat them. Building a Business by Building Relationships My … [Read more...] about How Social Media (Didn’t) Change Business
I got into a car accident
We all know the viral campaigns that travel the furthest and carry the most impact tend to be the ones that leave the greatest impressions. Viral campaigns are, by their very nature, remarkable. Otherwise they wouldn't carry the emotional impact required to make us pass them on. With that known, the challenge becomes whether or not you should build a remarkable campaign or a remarkable company. In this three part series I'll dig beyond the hype of Viral Marketing and look at three key lessons companies need to learn before diving into this style of outreach. Part one covered the need to know your customer and to speak to their desires. Today's article will talk about the need to be remarkable. Why Remarkable Matters Think about the number of items you use in a month. The number of people you meet, the number of meals you eat, the number of clothes you wear. As humans, we experience an absolute overload of exposure to people, places and things on a daily basis. We absorb far too much … [Read more...] about The Second Commandment of Viral Marketing – Thou Shalt Be Remarkable
Google’s self driving cars have covered over a million miles of roadway, and recently, one of them crashed into a slow moving bus. Details about the accident can be found in Google’s bus crash is changing the conversation around self-driving cars. Oddly timed, but appropriate, Google seems to have been working on the issue that caused that problem, as we are told in this article: A Month After Google’s Car Hit a Bus, Google Got a Patent for Robot Cars to Detect Buses. Because of the timing of that patent, I’m not surprised by another one being granted today involving self-driving cars, on how it might respond to tailgaters. That patent is: Detecting and responding to tailgatersInventors: Dmitri A. Dolgov, Philip Nemec, Anne Kristiina AulaAssigned to: GoogleUnited States Patent 9,290,181Granted March 22, 2016Filed: May 4, 2015 Abstract: An autonomous vehicle detects a tailgating vehicle and uses various response mechanisms. A vehicle is identified as a tailgater … [Read more...] about Google Granted Patent on How Self-Driving Cars Might Handle Tailgaters
Remember the woman in Utah who used Google Maps’ walking directions, was hit by a car and sued? The case is Rosenberg v. Harwood and Google was successful in getting almost all the claims against the company dismissed last week. When last we left our story the plaintiff, Lauren Rosenberg, was walking from 96 Daly Street to and 1710 Prospector Avenue in Park City, Utah. Google Maps sent her via route 224, a highway without sidewalks. She was hit on Route 224 by driver-defendant Patrick Harwood. Here’s a relevant excerpt from the original complaint: The plaintiff was apparently walking at night and it was dark. However Google Maps does warn about the unreliability of walking directions. This is also true on the mobile version of Google Maps. Rosenberg accessed the directions on her BlackBerry. One can certainly understand Rosenberg’s indignation at Google: “I relied on Google Maps and it almost got me killed.” (She had more than $100,000 in medical bills … [Read more...] about Court Says No, You Can’t Sue Google For Bad Walking Directions
This has been my first post on SEJ since August 25, 2011 so I thought I should do something special. That opportunity came last month when I was able to attend Friends of Search 2014 in Amsterdam, Netherlands, as a guest. The event was perfect as I relocated to Amsterdam from Melbourne back in July 2013 and this international search event was just around corner and across a canal or two from my place. The event is interesting as it's actually a joint initiative between iab.nl and DDMA.nl and it had no traditional conference sponsorship. This means no company booths, sponsor presentations or delegate promo bags, which I was accustomed to seeing. What really excited me about the event was the extremely high-caliber of Dutch and international speakers that were presenting at the event. I was wondering, though, what is the best way to share the insight for those who were unable to make it? The best solution I could think of was to create an epic review of FOS14 with interviews with as many … [Read more...] about Epic Friends of Search 2014 Conference Review
Whenever I’m asked what usability is, I get tongue tied. “It’s about humans and computers,” I may say, but they’ll picture robots and talking cars. “I help make web sites that work,” is closer, but vague because technically, if it’s on the Internet, it’s working. Then I’ll hear myself try to make it clearer by bringing up the “abilities”, such as credibility, understandability, accessibility and findability. Of them, the most nods vote for understandability. It’s in our nature that we all want to be understood. We each want that something that fits us just right. We all want…. A Website Usability Fairy Tale Once upon a time, a long time ago, but shortly after animation and Adobe Flash were born, there lived in the deepest, lushest jungle of suburban homes outside the quaint town of Webby Hollow a lovely family called the Allaboutus’s. Everyone in town knew the Allaboutus family, because it was, … [Read more...] about Does This Website Usability Fairy Tale Have A Happy Ending?
The conversion rate optimization (CRO) crowd is adept at tapping into these to drive the actions of their audiences. When it comes to ad copy, there may not appear to be a lot we can do to actively influence our search audience. Short of a screaming headline (not allowed), all we have is a limited set of characters. We can make every one of those characters truly work by channeling our inner CRO expert. Before we jump into the words that work, let’s take a few minutes to understand the psychology of decision-making. What causes us to choose X instead of Y? What’s behind our decision to opt for free shipping rather than 10 percent off our order? Fact is, we can influence our audience with smart, effective ad copy. Here’s how. We think like lizards Okay, okay. I know the whole reptilian brain thing was huge back in 2012. But it’s still a really smart tactic at its core and can do magical things for ad copy. If you missed it back then, here’s a quick … [Read more...] about how to truly drive action