vineri, 24 ianuarie 2014

Damn Cool Pics

Damn Cool Pics


Why Dog Is Man's Best Friend

Posted: 24 Jan 2014 12:22 PM PST
























What does the color of your car say about you? [infographic]

Posted: 24 Jan 2014 12:03 PM PST

Though car color seems like a random flight of fancy, there is research to show that one's preference for certain shades can predict aspects of one's personality.

See what your car is saying about you (leaving out, of course, the gestures you are or are not doing out the window to the jerk who just cut you off in the snow).

Click on Image to Enlarge.
Via Motorclick.

How to Earn the Amplification of Influencers - Whiteboard Friday

How to Earn the Amplification of Influencers - Whiteboard Friday


How to Earn the Amplification of Influencers - Whiteboard Friday

Posted: 23 Jan 2014 03:17 PM PST

Posted by randfish

Marketing your products or services can be incredibly difficult when your target audience isn't already listening to what you have to say. In those cases, influencers have an amazing ability to amplify your message and boost your brand. The only problem? They're (rightfully) quite picky about what they share.

In today's Whiteboard Friday, Rand shares his tips for winning them overâ€"an algorithm of sorts, to help you rank higher on the list of their priorities.

For reference, here's a still of this week's whiteboard!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. Today I'm going to talk a little bit about influencer marketing in particular. I know I've heard skepticism from many marketers, especially sort of hardcore SEO folks who are going, "Well, influencer marketing through things like Twitter or Facebook or Google+ or outreach, these kinds of things, is this really necessary? Why am I doing it? My customers are not necessarily on these platforms. They are not necessarily influencers. What's the point?"

I'll try and walk you through that.

So first off, your target customers do exist somewhere, and they might be very hard to access. They could be not on any social networks, and even if they are on social networks, they might not follow you on those places. They're not subscribed to your blog or to the places where you guest post articles or the places that are mentioning you right now. But, and this is a big one, they do have ways of getting information. They have ways that they're learning about whatever professional or personal interests they have, and that usually leads into some form of influencer.

Now, even before the Internet existed there were journalists and writers and thought leaders, and those have continued in the web era and certainly have evolved dramatically and become a much bigger field in the era of social media. But these influencers, these people who write for big publications, own their own properties, have a big following, they're almost certainly directly or indirectly influencing this group of customers that you're trying to reach. You need only figure out who they are and how to reach them.

The interesting thing about influencers is they need new, unique content to share all the time. All the time, every day influencers wake up, and they're thinking to themselves, "Gosh, what is it that I'm going to share today? How am I going to continually grow my brand and add value to my audience and be on the leading edge? Because if I'm not, I'm losing out in relevance to someone who is building that audience."

These folks definitely, to almost 100% definitely use social media. At the very least, they're using Twitter, which is sort of an interesting one because Twitter is used, according to the latest Pew Research, by only around 19% or 20% of online Americans. But for the influencers group, it's 99 out of 100, and the reason being because Twitter is really a platform for influencing, growing influence, gaining that thought leadership and authority.

So even folks who are very old school, sort of old media folks, they have Twitter accounts, and they are using them. They do use other networks, things like Facebook. Certainly Pinterest has some following there, networks like Google+. But Twitter is sort of the primary one, which is interesting because Facebook, of course, is much bigger than Twitter in terms of your general population.

These influencers have two special powers. Number one, they can amplify social reach to your audience. Meaning, if you share something on a Twitter, a Facebook, a LinkedIn, a Google+, a Pinterest, a Reddit, a StumbleUpon, whatever network you might be using, the influencers on those networks have the ability to help amplify that reach. You might reach your audience of a few dozen or a few hundred. They'll help it reach thousands, many thousands, potentially hundreds of thousands or millions.

Secondarily, they can provide links, mentions, and other kinds of signals that search engines use to rank sites higher. Meaning that even in the rare case where your target audience is not following anyone, is not paying attention to any of these influencers and search is the only channel that they use to discover information, influencers can still help you by helping you achieve these signals that will help your site, your content, your pages rank better in search, which means your target customer will find them.

The trick is this is a very, very picky audience. Nine times out of ten, when they are exposed to content, they're going to go, "No. Not good enough. I don't know who this person is. I don't care about this. I'm not helping it go anywhere." So you have to get good at earning that amplification, and that starts with answering the question: Why? Why will influencers share your content, your post, your brand? Why? If you can't answer this question, all of this influencer targeting and marketing is going to become useless, because these people are incredibly picky.

There are a few big keys to this, and I've tried to enumerate them. Actually, I'm going to show it to you in an equation form. So essentially, the likelihood of earning an influencer's amplification is related to things like the personal connection that you have with them. That can be direct, which is often less likely. As a marketer working for especially a small and midsize brand, chances are that your direct connection to large groups of influencers might be small. But indirect connections work too, and this means if you know someone who knows them, if you can get a friendly introduction, much like you would to a potential investor or a business partner, that can open the door.

If your work makes them look good. You see a lot of influencers who share content and material that makes either themselves or their brand or company, if they work for a brand or company, look good. So those types of ego baiting can be successful at times. It's tough if it's too overt or too flashy or not credible enough. But it can work.

If the sharing that you're requesting that they do, the linking, the amplification of whatever kind can bring them large amounts of their own amplification. So if I say, "Hey, Seth Godin, I'd really love it if you shared this on your blog." I know that when Seth does share something on his blog, it will also go out to many, many people on Twitter and over other social networks. Well, if Seth believes that that's likely to earn his blog and his Twitter account a much larger audience, then he's more likely to say yes and to want to engage in that activity.

Third, if your work is their work. If your work is their work. Meaning, rather than simply saying, "Hey, I made this. What do you think of it," if you say, "Hey, can I get some data, some feedback, some material from you, and I'd like to transform it, modify it, turn it into something even more useful, valuable, interesting," now you have a real hook because they've contributed to that work. Surveys are obviously a great way to do this. Data collection is a great way to do this. There are many other forms too.

Then the last one, if your work provides credibility or additional support, either anecdotally or data-wise, for one of their goals or beliefs. These influencers are trying to accomplish things. They have beliefs that they share. They have goals that they're trying to accomplish professionally, usually, or personally, and if you have information that can help them, you can win.

So this is represented in the algorithm I've got here. Very, very simplistic algorithm. The likelihood is related to the relevance of your work to their audience, the value to their own personal brand, the opportunity they have to earn that extra amplification, the benefit to their goals or beliefs, plus some measure of the quality of the outreach you're actually doing times the personal relationship connection.

The better personal relationship connection you've got, the more mediocre it's okay for your outreach be. You can have a very simplistic message if it's coming directly to them and you're already friends in real life. It's easy, right? Somebody emails me and says, "Hey, Rand, can you share this," and it's my investor, Brad Feld, I'm going to be like, "Yes, I will do that for you." Of course I will. But if somebody cold emails me and I've never heard of them before, well it's very unlikely. So there's a relationship between these two that's special.

If you take this and you find these people and you're able to earn this additional amplification, your content of all kinds can do much more to reach your target customers.

All right, everyone, hope you've enjoyed this edition of Whiteboard Friday. We'll see you again next week. Take care.

Video transcription by Speechpad.com


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Time for Guest Blogging With a Purpose

Posted: 23 Jan 2014 02:46 AM PST

Posted by jennita

Dear Readers, before getting to the meat of the post about how to make guest blogging work for you and not end up looking like a spammer, I'd like to tell you a little story. A story about when Matt Cutts single-handedly changed the course of my day. The story goes a little something like this...

It was a chilly, yet calm Monday afternoon in the Moz office, as I was having lunch at my desk and watching over all the Moz social channels (a task I rarely do these days, as we have a team of awesome ladies who usually does it). As I was checking my personal Twitter feed though, I saw a tweet from Matt Cutts pointing to his latest blog post, "The decay and fall of guest blogging for SEO."

Quickly I jumped over to read the blog and… BOOM, this was the first paragraph:

Okay, I'm calling it: if you're using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it's become a more and more spammy practice, and if you're doing a lot of guest blogging then you're hanging out with really bad company.

"Oh dear," I thought to myself. "My day just got a whole lot more interesting."

It didn't take long before people starting asking questions about whether sites like Moz and our YouMoz blog would be in danger. People were unsure as to what exactly his post meant.

Was he saying there was going to be an algo change, as Rand predicted in last week's Whiteboard Friday? Was he saying that all guest blogging was dead, or that all guest blogging had become spammy? Did he mean that all links in guest posts now should be nofollowed? Essentially, the SEO world got its crazy on.


http://www.latenightwithjimmyfallon.com/blogs/2010/04/tgif-gif-41/

Immediately I was fielding all sorts of questions, from how Moz discourages spam links in guest posts, to how it'd be crazy to ban us from Google. There were also lots of jokes going on… you know, things like letting Keri (our YouMoz manager), stay longer on her vacation.

But I digress; let me get back to Matt's blog post. In it, he also has this to say:

"Ultimately, this is why we can't have nice things in the SEO space: a trend starts out as authentic. Then more and more people pile on until only the barest trace of legitimate behavior remains. We've reached the point in the downward spiral where people are hawking "guest post outsourcing" and writing articles about "how to automate guest blogging.
"So stick a fork in it: guest blogging is done; it's just gotten too spammy. In general I wouldn't recommend accepting a guest blog post unless you are willing to vouch for someone personally or know them well. Likewise, I wouldn't recommend relying on guest posting, guest blogging sites, or guest blogging SEO as a linkbuilding strategy."

I giggled at the "this is why we can't have nice things in SEO" line. In fact, I'm pretty sure I'd heard it phrased exactly that way before. But what really caught my eye was this, "We've reached the point in the downward spiral…" Wait… hadn't Rand said the exact same thing three days ago in his Whiteboard Friday? Wait… wasn't it called "Why Guest Posting and Blogging is a Slippery Slope???" Of course, others caught on to this as well.

But the point really isn't about how Rand can see the future; it's about how Matt wasn't actually saying anything we didn't already know. Right? No, seriously.

Ok, ok, so maybe it wasn't totally obvious to everyone, or else the post wouldn't have been written, eh? So how do you proceed if you were using guest posting as a link building strategy? (By the way, guest posting is a tactic, not a strategy.)

Guest post with a purpose

As with anything, you don't want to be out there trying willy-nilly to get your posts on every blog for the sole purpose of building (probably bad) links. It's important to have this tied to your business and marketing goals, as you would with any other tactic. SEO is only one piece of the larger strategy, and if you focus solely on writing posts for link building purposes, you're missing out on a ton of other possibilities, such as:

  • Branding, branding, branding
  • Build credibility in a specific niche
  • Increased traffic (oh, HELLO)
  • Exposure to new audiences
  • Community building!
  • Authorship: The more legitimate posts you write and connect to your Google+ account, the more likely your lovely face will show up in the SERPs.

Imagine if you were to focus on writing an amazing blog post, with actionable information, relevant to the community of the blog you're pitching. No, reallyâ€"you should do that. Believe me, that's how you're going to get a post on YouMoz. :)

As Sir Dr. Pete (I added the Sir, because he's older than me ;) ) so eloquently stated today in an internal thread about this very topic, "You've got to make sure you're not a one trick link-building pony. I mean, any time you base 80% or more of your link profile on one tactic/gimmick, you're going to eventually be in trouble. The problem isn't guest-posting, it's abuse." People, the doctor has spoken.

But how, you ask? How do you ensure that you don't come across as spammy or a "one trick link-building pony?" For this, I'd like to introduce you to Everett Sizemore. He's an Associate here at Moz, and mostly focuses on helping out in Q&A. But in his real job, he's the Director of R&D, Special Projects, and Moonshine over at seOverflow. (Hey Everett, how does one go about getting an amazing job title like that, anyway??)

Over the past few days we've had some email discussions about guest posting. We discussed how Google might determine a post is spammy, how they'd determine one was legit, and ways in which SEOs and all the other online marketers out there should be guest blogging legitimately.

Well, Everett had the answer that we all agreed was the best answer, so now I happily present to you...

Everett's tips on how to be a better guest poster

He stated that seOverflow wasn't panicking in the least because they were changing their internal guest posting guidelines to now include language like this:

  1. Develop a relationship with the publisher outside of "guest blogging platforms" in order to customize the relationship better.
  2. Pitch a series of content instead of one "guest post".
  3. Describe yourself as an "expert contributor" not a "guest author", explain the difference if you have to, and explain to the publisher why this is better for their site.
  4. Don't contribute to sites that want to publish your content under a general "guest author" account. Always insist on your own contributor/author account, and markup with rel author.
  5. Work with authors who have Google profiles to which they can add contributor to links. If they don't have one, help them get one.
  6. Go back to the same authors for similar content to develop them as experts in a specific niche (e.g. if John Smith did an article for a client on PBX solutions and you have need for another piece of content about VOIP, office phone systems, etc... go back to John Smith again)
  7. If the resident authors don't have their bio below/above every post then our content shouldn't have one either.
  8. Stop thinking about links. Think about traffic and exposure instead. Links are fine if they are relevant, but don't let a nofollow policy keep you from contributing to a major site with lots of traffic in the clients' niche.
  9. Track the right metrics, which starts with aligning our goals with the clients'.
Everett also said this in the email:
With that said, this 'tactic' is taking a back seat in our arsenal of options in any content marketing strategy. Our goal these days is to find the influencers in any niche and pay an expert to write expert-level content, no matter where it gets placed, to help further our clients business goals, primarily through online customer acquisition driven by good content.

That's good stuff right there. Essentially, be a real person, write posts with purpose beyond just building links.

How can guest blogging sites stay credible?

Since we're on the subject, let's talk about sites like the Huffington Post, Tech Crunch, Smashing Magazine, and even the Google Analytics blog. All of those sites, along with our own YouMoz and Moz Blog, allow guest posts. One thing that's common across all of these sites is that they have rigorous editing. They simply don't allow for just anyone write a post about anything. They read through posts for accuracy, to ensure that links aren't simply "link drops," and to ensure focus on actual, good, helpful content.

But let's say you allow guest posts, but you're not quite as strict about things right now? Here are a few tips to make sure your blog stays credible, even with guest posts:

  1. Ensure that the content is original. We use both Copyscape and Small SEO Tools to look for plagiarized content.
  2. Make sure the author is a real person. Have people create an account on your site and link it to their Google+ page. This ensures that you're getting real people, verifiable on their Google+ and other accounts.
  3. See if they've participated in the community before. This is another good way to make sure they know the type of content that your community likes.
  4. Double check the links. Now, many links are legitimate and make perfect sense, but be sure to click through to each one. Do you really want to "validate" that page? Only allow links with a purpose.
This list is really just the beginning. For a more thorough review of a good way to allow guest posts, check out Keri Morgret's post about how to guest post on YouMoz.

Guest blogging isn't dead

Let me wrap this up by stating again that guest blogging isn't dead by any means. But being a Spammy McSpammer only caring about links, and not caring about real content, community building, branding, and all those other great benefits... is dead.


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#199

Here's What's Happening Here at the White House
 
 
 
 
 
 
  Featured

#199

As the White House gets ready for Tuesday's State of the Union, it's been a busy week at the White House: The President announced important reforms to the National Security Agency and new measures to prevent sexual assault. He also honored Martin Luther King with a service project at DC Central Kitchen, signed the 2014 appropriations bill into law to fund the government, and hosted a conference of mayors.

Watch the 199th episode of West Wing Week:

West Wing Week 1/24/14 or, "199!"

 

 

  Top Stories

A Day in the Life: Inside the State of the Union with Valerie Jarrett

Yesterday, Senior Advisor to the President Valerie Jarrett took over our Instagram account to give us an up close and personal look into preparation for this year's State of the Union address.

READ MORE

Join a Virtual Road Trip with President Obama on Google+

Later next week, President Obama will take a virtual roadtrip across the country via Google+ Hangouts to discuss the issues and policies laid out in the speech with citizens joining from around the country.

READ MORE

Big Data and the Future of Privacy

Last Friday, the President spoke to the American people, and the international community, about how to keep us safe from terrorism in a changing world while upholding America’s commitment to liberty and privacy that our values and Constitution require. Our national security challenges are real, but that is surely not the only space where changes in technology are altering the landscape and challenging conceptions of privacy.

READ MORE


 
 
  Today's Schedule

All times are Eastern Time (ET)

10:00 AM: The President and Vice President receive the Presidential Daily Briefing

12:45 PM: Press Briefing by Press Secretary Jay Carney WATCH LIVE


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Seth's Blog : On doing the work

 

On doing the work

I'll be blunt: There's virtually no chance I will ever learn to play the bass, or even the harmonica.

It's not because there isn't a huge range of useful instruction available. There is. No, it's because even though I love glancing at this stuff, I'm just not persistent and driven enough to practice, to dig in, to get through the dip and yes, to do the work.

We used to live in an industrial age, a Smithian-Marxist world where the worker sought to do as little as possible and the boss tried to get the worker to do as much as possible. In our self-serve economy, though, that's just not true. All sorts of roads, but you have to supply your own locomotion.

Almost eight thousand people have taken my Skillshare course so far, and the ones that got the most out of it all had two things in common: They did the project worksheets and they actively contributed to the online discussions. Learning is not watching a video, learning is taking action and seeing what happens.

"I'll just watch and take notes," is inconsistent with, "I'm here to learn."

My philosophy is that it doesn't pay to go to a conference unless you're prepared to be vulnerable and meet people, and it doesn't pay to go to a Q&A session unless you're willing to sit in the front row. Reading blogs is great, writing one is even better.

There are more chances than ever to attend, but all of them require participation if you expect them to work.

The magic of this new economy is that instead of your work benefitting a fat cat boss with a mansion and a yacht, your work and your learning benefits you and the people you care about.

PS a great place to start is with this modern classic from Steve Pressfield.

       

 

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