I took these pictures at the Stanford Shopping Center during the week after Christmas. Money sure talks now…
There were a handful of stores without sales signs, but only one didn’t offer discounts and had lots of people in it. :-) We all definitely have our work cut out for ourselves in 2009. As a wise man once said, “Some things need to be believed to be seen.”
Over at the American Express OPEN Forum, I posted an article explaining “Ten Tiny Things Every Small Business Owner Should Do in 2009.” I hope you it helps you make your business stronger in 2009.
Whether or not you are a Christian, "Jesus' Heart For Those Who Suffer" (12/21/2008 by John Ortberg) is a great sermon to listen to. What would you have done? Let us all be good Samaritans in 2009.
Over at the American Express OPEN blog, I posted "Santa's Perfect Pitch." This is the kind of deal that venture capitalists are looking for these days. :-) Merry Christmas to you!
Came across a very useful wiki called MediaOnTwitter. This wiki contains the a list of the reporters, journalists, and bloggers on Twitter. You can use this wiki in two ways:
Finding people worth following.
Getting in touch with reporters, journalists, and bloggers to pitch.
Two other useful sources of information about Twitter are:
Twitter.alltop.com--aggregation of news about Twitter.
Twitterati@alltop--compilation of the last five tweets of the Twitter elite.
You can start a business anywhere not to mention that you should “don’t worry, be crappy.”
Celebrity endorsements don’t have to be expensive.
Buddha is in the details (see next photo).
The details.
Nothing is what it seems (see next photo).
What it is.
You need to think big.
And don’t worry, be crappy.
Do anything for your customer. (Read more about this photo.)
Things are more complex than they seem. (I searched for a San Jose Sharks doll but couldn’t find one.)
Never turn your back on your investors.
Don’t take “no” for an answer.
Don’t be subtle with your advertising.
Treat everyone like a star.
Placement is everything (world-class shopping center called Gum, right across Red Square).
Above all, you need big balls to be an entrepreneur.
Can I tell you a funny story? A guard at the Kremlin asked me what kind of lens I had on my Nikon D90. I told him it was 18-200mm, and he wouldn't allow me to take it in because it was too powerful!
Photo enhancements by Fixmyphotos.com. Read more about Russia and entrepreneurship.
Over at the American Express OPEN blog, I posted an explanation of what investors want in a deal. Check out "The No-Bull-Shiitake Investor Wishlist." For more coverage of venture capital news, you can also click here.
Over at the American Express OPEN forum, I posted pictures from a recent visit to Zappos. If you'd like to see the inside of Zappos and a fun office environment, click here.
I may get more value out of Twitter than anyone else on the planet because I use Twitter as a tool—specifically as a marketing tool—for my website Alltop and my book, Reality Check. If the concept of using Twitter in a commercial manner interests you, keep reading. If it doesn’t, then you can continue to send and receive tweets about how cats are rolling over and the line at Starbucks.
Forget the “influentials.” You must buy into the theory that products and services reach critical mass because mere mortals spread the word for you. This defies the common wisdom that a handful of “influentials” shape what the rest of us try and what we adopt. In the online world, these influentials include Mike “I can go a week without Twitter” Arrington, Robert Scoble, Seth Godin, and to some extent me.
Reliance on influentials is flawed because the Internet has flattened and democratized information. Influentials don’t have as much special access, special knowledge, and distribution as you might think because of the growth of websites, blogs, and, of course, Twitter.
This doesn’t mean that you shouldn’t care about influentials—if nothing else they can help you get to what some consider “nobodies.” But mark my words: (a) Nobodies are the new somebodies, and (b) it’s better to have army of committed nobodies and than a few drive-by somebodies. The most somebodies can usually do for you is a one day bump in traffic.
One more point: if enough nobodies like what you do, the somebodies will have no choice but to write about you. In this way, the buzz of nobodies begets the attention of somebodies and not vice versa.
Defocus your efforts. The goal is to get to masses of people because you don’t know who can and will help you. (If you knew exactly who they were and what they can do for you, then you’d focus on them—then we’d be back to focusing on influentials—albeit less known ones.) The catch is that defocusing isn’t actionable unless there’s an inexpensive, easy, and instant answer to reach massive amounts of people, and per dollar there’s nothing better than Twitter to do this.
Get as many followers as you can. I recently explained what I do to get more followers. Click here to read about my methods. Ignore people who tell you that it’s the quality of your followers not the quantity. They’re trying to make friends, not use Twitter as a tool. And, truth be told, there are only two kinds of Twitter users: those that want more followers and those that lie. You can follow me here.
The reason you want more followers is the law of big numbers: the more followers, the more people talking about what you do, the more you can reach the tipping point. If you think you “know” exactly who can and will help you, you are deluding yourself.
You will face the issue of whether your Twitter name should be the company’s name or your name. I have Guykawasaki and Alltop because you should try to get both much like preventing domain name squatting. My theory is people are more likely to follow a person than a company, so 99% of my attention goes to my Guykawasaki account. Also, someday you may sell your company, and the company account will probably go with the acquirer. However, if you go with your name, you need to not tweet only about your company—indeed, you have the moral obligation to tweet informative posts that have nothing to do with your company. You can see what I do here.
Monitor what people are saying about you, your company, and your product. You can do this here with the search features of Twitter. Be sure that you bookmark your search so that you won’t have to reenter terms. Or, you use a product like Tweetdeck to create a search. For example, I monitor this search [guykawasaki OR “Guy Kawasaki” OR Alltop] to follow what people are saying about me and Alltop. Searches like [how to Alltop] where you substitute your company or product name for “Alltop” are also useful to find tweets about using your product or service. You can also use Twilert.com to receive email notification of search results much like Google Alerts. When you find such tweets, take these actions:
People are pissed: help them out
People are confused: help them out
People who have questions: help them out
People are happy: ask them to spread the word
You will find that people are delighted by contact with the company and that no matter how rocky the relationship started out, they usually become fans and evangelists. By simply monitoring what people are saying about you, you’re using Twitter better than 95% of the companies out there.
Ask for help. Don’t be shy about asking people on Twitter to spread the word for you. If they like what you do, they will. If they don’t, they won’t. It’s as simple and transparent as that. If you don’t ask, you don’t get. Unfortunately (or perhaps fortunately for some of us), most people don’t have the chutzpah to ask for help.
Alltop would not be anything close to what it is without the Twitter community. Twitter users suggest new topics as well as sites and blogs to include on those topics. Many have gone so far as to suggest a topic and compile a collection of feeds for the topic. And then they help us market the site too. Holy kaw!
Make it easy to tweet on your behalf. Twitterfeed is a service where any RSS feed can automatically appear as your own tweets. Bloggers do this, for example, so that their blog posts automatically appear as their tweets.
I took it to the next level by asking Mario Menti, the Twitterfeed creator, to make a special webpage where people could sign up to allow us to automatically post Alltop news as their tweets (click here if you’d visit the webpage). Approximately 177 people did so.
I want to make sure you understand what this means: 177 people agreed to repost all Alltop news as their own tweets. This took automated tweeting to a historical new high—or low depending on who you asked.
Then my new book, Reality Check, came out, and I made an offer of a free copy of it to anyone who signed up for the Alltop Twitterfeed. Another 280 people signed up—bringing the total to approximately 450 people.
We counted, and these 450 people had a total of 140,000 followers. This meant that whenever we announced a new topic, the 140,000 followers of 450 people received notification. These 450 people had followers in common, so their tweets didn’t reach 140,000 different people (see next section), but this was the Mother of Retweeting.
Create an email list. One issue with 450 people tweeting 140,000 followers: if people followed some of the same 450 people, they got duplicate announcements. I started receiving about five complaints a day—still, the math was good: five complaints from 140,000 exposures? I can deal with complaints but, in a sense, my idea worked too well.
What I could not deal with was the unintended consequences of automated tweeting. For example, Republican members of the 450 people probably didn’t appreciate the Obama.alltop announcement. I was afraid that someday a pastor (and her followers) would wonder why she tweeted about Hunting.alltop, Buddhism.alltop, and Pregnancy.alltop.
Clearly, some of the people needed to choose which topics they tweeted and how the tweets were worded. Also, some of the 450 started to lose followers because of the frequency of Alltop updates (we often announce three to four new topics per day). I certainly didn’t want these people to lose followers because of me—if there’s anyone in the world who understands the trauma of losing followers, it’s me.
Can I tell you another funny story? Yes, some of the 450 people lost followers because of the Alltop tweets, but many told me that their followers found the Alltop tweets more interesting than their own tweets, so that they had more interaction with their followers because of the Alltop tweets!
To fix these issues, we created the Alltop news and announcements email list. Through this list, we announce every new topic, and we let the recipients decide if they want to tweet it (or email it) to others. Also, they can obviousy edit and create their own tweet or message.
We told the 450 people using Twitterfeed about it, so that they could drop the Twitterfeed mechanism and use the email notification instead. We opened up the email list on the night before Thanksgiving and in six days approximately 600 people signed up for it. That was surprisingly high, but what’s even more interesting is that only fifty of the 450 Twitterfeed folks stopped doing it.
I thought the majority of people would drop Twitterfeed and disappear completely or switch to the email list. You’ve heard that synergy is when 2 + 2 = 5. This is Twitter synergy where 450 - 50 = 1,000 because we signed up more people by offering an alternative. With the email list, we must have tapped people who were hesitant to entrust their feeds to us but wanted to help in some other way. Thank you God.
Make it easy to “post to Twitter.” One day I met with Rashmi Sinha, the CEO of Slideshare. We got to talking about how she increased her traffic, and she told me that a “Post to Twitter” link was the most effective mechanism. When people are viewing a Slideshare page like this hilarious one about getting old, they can click on the “Post to Twitter” link under the frame and a window opens with a preconfigured tweet to send to followers.
According to her, this was much more effective than the various sharing and email forwarding schemes. I thought her idea was absolutely fabulous and copied it. Now there is a “Post to Twitter” button on every Alltop topic page. Approximately twenty people a day do this. On average they have 350 followers, so this provides us with another 7,000 or so impressions per day. More is less when it comes to offering people multiple ways to spread the word by clicking on rating services like Digg, Delicious, and Yahoo Buzz, pick one and be done with it. I pick Twitter because it doesn’t involve a popularity contest to get on any front page—instead, all your followers will get the tweet.
Offer advice deals to Twitter users. This is something that I don’t do, but I would if I ran an ecommerce company. You can Twitter to offer special deals to your followers—for example, check out what Amazon does by clicking here and what Whole Foods does by clicking here. Also, check out the stream of Twitter deals here. You’ll see offers from companies using Twitter as well as the deals that Twitter users have found (probably including company employees acting as “regular” Twitter users). How can you not love something like Twitter that is fast, free, and far-reaching for pushing out special offers? (Power tip: if you need to enable several people to tweet and to schedule your tweets, check out a service called Brightkit.)
Tell the complainers where to go. Some people will disagree with this use of Twitter. Don’t let this worry you because at some point everyone pisses off someone on Twitter. Therefore, letting a vocal few limit your use of Twitter is a big mistake. If they don’t like what you’re doing, tell them to stop following you: end of discussion. And rest assured that “Twitter spam” is an oxymoron because following you is completely opt-in.
This is how to use Twitter as a tool. I hope the Twitter community helps you as much as it has helped Alltop and me. With some effort, you may come to view Twitter as I do: the best new marketing twool of this century. Tweet long and prosper.
For more information about Twitter, click here.
Please help me evangelize Alltop by joining the Alltop News and Announcements email list. All you have to do is send an email to:
news-subscribe@alltop.com
You’ll get a confirmation email. Reply to it, and you’re set. Whenever we announce new Alltop topics, we’ll send out an email so that you can spread the word to your friends, relatives, and colleagues.
We have over 350 topics now, so I’m sure that you’ll find something of interest. To illustrate the breadth of our coverage, in recent weeks we’ve added these topics:
Business
Interests
Behavior
Health
Geos
Geekery
This is Thanksgiving, so I’d like to show some gratitude for ten tiny apps that I use almost every day. If you’re a writer, blogger, speaker, or entrepreneur who uses a Macintosh, please give them a look because they will make you more productive.
Adjix. Adjix is the best way that I’ve found to post links to web pages on Twitter. It shortens the URL of the page, enables you to edit the tweet, shows you the ever-important character count, and renders a preview of the page you’re linking to so that you can be sure of what you’re tweeting. Price: Free.
BBEdit. BBEdit is admittedly overkill for the HTML editing that I do. However, it does a great job of formatting text into XHTML, and it houses the SmartPants UNIX filter that I use to smarten quotes and dashes (see below). Generally speaking, if BBEdit can’t do what you want to text, it probably can’t be done. Price: $125.
Foxmarks. I use Firefox on three different Macintoshes, so I need to synchronize your bookmarks across them all. Foxmarks enables you to do this as well as create a backup of them. I wish other programs did synching so cleanly. Price: Free.
MarsEdit. I use MarsEdit to write my blog postings for my blog, the Alltop blog, and the American Express OPEN Forum. I compose in MarsEdit because of the built-in HTML markup features and then finish the writing in BBEdit. What would make me even more thankful: MobileMe synchronization of drafts. Price: $29.95.
Preview. Preview is simple application to open up graphics and text files. I use it to resize screenshots and to annotate them with circles and comments. It can also send your photos to iPhoto for storage. Skitch is another application that does this if Preview doesn’t have enough power for you. Price: Free.
SmartyPants. I hate dumb apostrophes, quotes, and dashes but replacing them is not simple because HMTL links must contain dumb quotation marks—for example, href=”http://daringfireball.net/projects/smartypants/”. However, in regular text, I want replace a dumb quotes with smart ones. SmartyPants knows that HTML links should not be smartened while apostrophes, quotes, and dashes should. Price: Free.
TextExpander. This is a utility that expands abbreviations to full text. For example, it expands “gk” to “Guy Kawasaki.” I use about ninety of these abbreviations. I’d be even more thankful if it didn’t sometimes paste the clipboard not the desired abbreviation. Incidentally, I love a competitive product called TypeIt4me, but it cannot synchochronize my abbreviations across multiple Macintoshes via MobileMe like TextExpander can. Price: $29.95.
Tweetdeck. This is a front-end application to Twitter. I have to stay on top of many terms in Twitter such as “Guykawasaki,” “Guy Kawasaki,” and “Alltop” as well as private and public messages to me. It is the best way to use Twitter that I have found. Price: voluntary donation, so I sent $50.
Twittelator Pro. I use this iPhone application to access Twitter. In a sense, for me it’s Tweetdeck on a phone. I’d be more thankful if I could customize the menus structure, but it’s still the best iPhone application for Twitter that I’ve found. Price: $4.99.
Yojimbo. This is my catch-all for things like passwords, invoices, travel confirmations, and bills—basically all the stuff you know you’ll need someday but don’t know how to store. You “print to Yojimbo,” and this creates a PDF of the document and stores it in the application. Then you can do a freeform search for any text to find the information later. Price: $39.
Update: Several readers told me to look at Evernote, and they are right. This is a cross-platform application and service that enables you to synch information across Macintosh, Windows, and iPhone. I’ve been using it for a four days, and it’s very good. You should check it out.
There you have it: my favorite tiny applications that make me more productive on a Macintosh. As you can see, a few bucks goes a long way these days! My heartfelt thanks to the men and women who created and support them. Happy Thanksgiving!
Over at the American Express OPEN Forum, I posted an article explaining “The Art of Laying People Off.” Actually, I hope you don’t have to read it.
Join me, Andy Sernovitz, Pam Slim, and Rich Sloan for a Reality Check teleseminar today (11/18/08). 2:00 pm Pacific time. Sign up here.
Ray Schraff is the person who convinced me to start a blog. He found this email (note the date!). At the time, I was running a mailing list for my book, Rules for Revolutionaries. Three years later I started my blog with this post and a brief history of mine. So much for me being an early adopter!
Subscribe to RSS Feed
