Road Warrior Princess

Content Was Never Unthroned

I've heard this a lot lately: Content is now king.  My question: was there ever any question?

A recent blog piqued this idea in my mind - content marketing may have briefly fallen out of favor for things like search and social marketing, but in reality it is and always has been the best way to build SEO success.

Content Marketing for Search

Search marketing truly is content marketing, just with a very singular focus.  When developing your strategy for backlink curation, or keyword optimization - it comes back to content.  Without content, who will link to you?  Without the content to surround your keywords, you will eventually fall from the ranks, even if you experience initial success.

Content strategy requires that you spend time planning to curate valuable content - according to your industry - that will add to the body of knowledge.  Content strategy focuses on value and relevancy.  The more valuable your content, the more links you'll receive and the more relevant your content, the more you will benefit from slightly different search terms.

Content Marketing for Social

Similary, writing valuable, relevant content is something that readers will be proud to share.  With social sharing driving huge amounts of web traffic today, users are more likely to respond not to mass exposure, but to trust.  Consumers trust their friends, and the social marketing model relies on trustworthy references to convert those consumers.

Thus, compelling, relevant, and reliable content provides the framework for a successful social marketing endeavor.  Write content that people trust, and they will pass it on to others that - get this - are interested in the same subject, whether you work in a B2B or B2C industry.  Pre-qualification at its finest!

Invest Where it Counts

Content is king, and will continue to be king.  Create value, relevancy, and reliability, and not only will you see results in your marketing, but you'll see results in your morale, too.

End of an Era

You are totally expecting this to be an homage to Steve Jobs, aren't you?

Well, I do own an iPad and a brand-spankin-new MacBook, but frankly, I'm no fangirl.  I was so very sad to hear the news of the passing of one of the great marketers and visionaries of our time.  However, this post is not about him.

This post is about, well, the same thing this blog is about - me.  I've officially made the commitment to leave the unnamed employer in this blog and join another unnamed employer, in a totally different industry.

Everyone wants to know where, and what I'll be up to once I'm there.  Everyone is also thinking, but not asking, why I left.  

Frankly, I'll be joining a small company doing BIG things, and I'll be lucky to be doing big things to as the Manager of Digital Marketing for both internal and external projects.  I'll also be calming down the travel, much to my parents' glee!  No more desperate text messages from Mom, wondering if I'm out of the country, and if so, if I'm in a friendly country!!  (Well, those may continue, but it will be funsies trips rather than all business)

And, thanks to Delta's Rollover program, I don't have to slum it in coach until AT LEAST 2014!

I won't reveal the reasons why I'm leaving on this blog, Precious Reader, but I do want to tell everyone that I still care immensely for the unnamed employer, and will always fight the good fight alongside our clients and against false clouds.  

So - to the end of one era and to the beginning of another - both for Apple and for me.

Great Lengths - Snake on the Town!

I must admit, I'm a little jealous of the Bronx Zoo Cobra.

He/She's been tweeting for two days so far, has 130K followers (and counting) and is currently on a whirlwind tour through one of my all time favorite cities.

In reality, though, this is a totally amazing marriage of technology + pr + awareness.  I wonder if the cobra really is missing - it's even better if not.  Better - because it means someone on staff is pretty much a genius at getting the public motivated around a decidedly unfriendly species.

The formula for success?  I'm not sure on the ratios, but terrifying protagonist + minimalist communication platform + cryptic/hilarious postings + shoutouts to local hotspots (and hidden gems) = perfection.  

Fear of snakes is a genuine fear - many people are terrified, and many of a snake's qualities (you know, the slithering, shiny-looking scales, venom, tendency to speak in a deep & evil whisper) do nothing to help its cause.  The idea that a nearly-two-foot-long member (ha ha) of the snake kingdom (or is it genus?) would go missing is basically the theme of untold numbers of horror movies (and nightmares), and fear is often the playmate of fascination.

Whether the snake truly is missing or not is inconsequential for me - what is amazing is the way that the Bronx Zoo architected this marketing scheme, executed it, and activated over 100,000 people to tweet, retweet and listen in 48 hours.  

The choice of Twitter over something like Facebook really works here - the short, simple messages leaves people wanting more, checking often, and asking questions.  The coupling of location-based mentions is a secondary benefit, because it adds a dimension of familiarity with local businesses/attractions and creates loyalty amongst the local populace (hey, the cobra's at my fave cupcake joint! Awesome! Now I totally want a red velvet cupcake!).

It certainly doesn't hurt that the snake has a totally cutting sense of humor (Charlie Sheen references? The creation of the #snakeonthetown hashtag? Brilliant!), but that just adds to the level of rawk here.

If the Zoo has calculated this fully, they will begin to launch opportunities around this Twitter frenzy: perhaps a "Find the Cobra Fund" or a "Cobra Search Party" event to invite kids to search for the cobra on zoo grounds; perhaps a "Cobra Search Tips" aimed at kids to teach them about snakes in general and safety.  The possibilities are endless, but so far, I've been disappointed by their response.  Does this mean it's not a brainchild of the zoo at all?  Or is their distance an even more brilliant tactic?

Now all we can do is wonder what happens next - where will the cobra pop up?  Will there be twitpic cobra sightings?  What sort of media bash will ensue when the cobra is "found" safely (I hope) back at the Zoo?  Would love your comments!

How to look like a pro when you don't know what you're doing - Day 2 in Stockholm

Today's adventure started with a major challenge - rousting my kid sister from her bed.  Talk about exhausting!  One problem solved (albeit slowly) and we were off to solve another - how to get to the Vasamuseet to learn the stories of the ancient ship.

The quick and dirty: The Vasa was completed in 1628 under Gustav II, who seemed to be a bit of a pushy and war-mongering king.  The ship sailed its maiden voyage that year, and sunk, only to be located and retrieved over 300 years later!

This museum lived up to the hype - Sal and I really enjoyed all of the history and artifacts about this ship.  A bonus?  The fact that we go to take the ferry over to the site of the museum...and the cost of the ferry was included in the metro pass!  GOOOOO US!

You may be asking yourself, "Self, how did Molly identify and prioritize these excellent excursions? Self, what would we do if we were to find our...self in a foreign country?"  Well, you and your...self can rest easy: the technology helped me.  I've got an iPad. <insert evil, fan-girl laugh>

I say "helped" because it's been totally hard to get online with the dang thing.  Luckily, I downloaded some Swedish tourism apps that are available with maps online.  That's really been the most useful part of the hardware.  Simply put, it's been a pain in the A trying to connect because there is very little free wireless available in the city, unlike some cities in the US (some offer free wifi city-wide). 

However, it's been great in time of need - primarily when I've been lost and looking for the nearest metro stop.  The main app I'm using is called CityScouter and it has been worth every penny - if only for the mapping features.  I can locate the street (called a "gatan" in Swedish) and find the closest T-bana stop even without internet.  The app even helped me find a quaint little joint called Lokal for some wine and a salad when I got totally turned around.  My advice: don't leave home without a map that can give you access to the local transportation...iPad or not.

I'm starting to feel more comfortable here, which was bound to happen.  I fit in here [physically] much better than I did in China...and I know that because instead of people asking to take my photo, they're asking for directions.  And I'm giving directions...after consulting the iPad.

Mid-Year Resolution

I am starting to get tired of the term "integration."

This may sound very strange to those of you who are my colleagues and business associates, so let me explain.

My primary technology focus for the past five years has been on a Web product that we (at my employer) have always characterized as "integrating" with our CRM product.  This made a lot of sense to me at the time, before I really understood the core architecture of the Web product and its database.

However, a term that my dear friend and business associate recently used woke me up.  What I work on is definitely NOT data integration.  It's data singularity.

This is a key difference to which I fear many organizations pay little attention.  The concept of singularity essentially derives from the existence of one, a single, data model or set.  The concept of integration, on the other hand, infers a mashup of two sets which may talk back and forth to a limited degree.

Why do I say that integration is limited?  Why, because when two data sets exist, there is always a potential for disconnect - for a failure to communicate.  In real life, though two people marry, with their personalities, life goals, and hopes for the future incredibly in sync, there still exists communication breakdown, inability to candidly discuss difficult topics, and a potential for individual growth that can forever change the relationship.  Likewise, two data sets, two systems with matching elements storing the "same" data always provide an opportunity for this same communication breakdown.

It is with this thought in my mind that I will attempt to purge the term "integration" from my technical discussions, and replace it with "singularity."

From a technical perspective, it is First Prize when a single record exists to represent a constituent/customer/client relationship.  There are so many channels in which we "exist" - and so many situations in which users expect consistency (bank & bank Web site, zoo front gate & monthly newsletter, Brand name catalogue/Web site/store/daily eMail/Max Azria should be calling me directly at this point), that constituent expectations run high.  It is with this in mind that we must consider that a communication breakdown between systems can be crippling when a relationship is at stake.

So, a short list of what I consider and advise when talking data "singularity":

1. Consider the audience.  To reap the benefits of data singularity, you must market them.  In essence, for data to be a usable resource, it must be dynamic, and only with the constant growth and change of the data (because of behavior, response, activity, etc.) can you effectively use it.  Therefore, the audience must be continually cultivated and pruned to respond.

2. Consider the endpoint.  This is the most dynamic consideration point - with a single source of truth, you have the ability to analyze, grade, and respond to any data element.  Therefore, it is important to understand that metrics and analysis will change, but to also understand that you must begin with at least a short-term way to measure performance.  Without concrete goals, the ROI of the singularity is not definable.

3. Consider the upkeep.  Make sure that you have the manpower to act on providing relevant, targeted information.

4. Consider the hardware.  Ensure that you or your service provider can service the ongoing requests.

Now, who's "single and ready to mingle"?

Identity Crisis

If you follow me on Twitter or Friendfeed, you know that this week is quite important.  My physical future (literally) hangs in the balance.

Without revealing too many personal details, it is quite possible that I will be relocating.  No, not to jail, and yes, I will continue at my current place of employment.

This is a change that I have very little control over (gratefully).  However, it is a change that has caused me to take great pause in thinking about all the areas of my life that will be affected - work, friendships, church, sports teams, the bars I frequent, even the airport personnel that I interact with weekly - there are many versions of myself - identities - that I maintain on a daily basis. 

These are ones I cultivate through physical attention.  However, after reading a commentary from one of my favorite sources, I began to realize that during these hours of mental reflection, nary a thought drifted to the identities that I cultivate through virtual membership!

In thinking about this major life change, I've had to reflect on what I call my physical identities - those that I maintain as a member of physical society.  However, it's been quite interesting, and almost a relief, to realize that much of my collective identity (the one made up of all of my identities) is not physical, but instead virtual.  In fact, a relocation may affect my general interactions in quite a limited way! 

Very few people spend much time cultivating their virtual identities.  I've spent enough time building and researching these branches of my identit-tree (OMG, you didn't see that coming??? Hilarity!) to know where and how I will appear in online searches, and what details my profiles reveal to specific audiences.  I've learned that without proper care and feeding, your online personas will wither, become outdated, or worse - subsumed by another Web participant with the same name.  This affects not only you, but anyone and any organization closely affiliated with you.

Seven years ago this week, I packed my Ghetto Cruiser (same one I drive today, that loyal Jeep) with all of my earthly possessions and moved out of state.  This was my third time moving myself into a new location with a limited or nonexistent network.  At the time, I was both terrified and excited - but understood that a long road lay ahead if I wished to recreate the rich network of friends and colleagues I had enjoyed in the capital of the Dirty South.

This time, however, the colleagues exist and are accessible in near real-time.  The friends?  Likewise.  My daily life, both personal and professional, involves less physical interaction than virtual.  Some of my closest friends, those that I speak with on a weekly, if not daily basis, I've met fewer than a dozen times in person.  Even the systems I maintain and interact with don't have a truly physical existence.  It is the nature of my work, and yet, also my life.  Two different identities, each collectively comprised of multiple sub-identities.  Each one, a valuable component of my collective true identity.  Yet, each network representative of the real me.

As I think more about this physical move, I find more peace.  I've done this before and it turned out fine.  However, I've never before had the network already available upon landing.  This time, though I may find myself in a physically new place, my true network stays in tact, ready to catch me.

First Impressions

The final descent into Salt Lake City was dark and bumpy.  The snow had subsided for the time being but rocked the plane, as if making an attempt to remind us that it was still there, merely taking a break.

The only reason I decided to take this flight, instead of traveling with my companions, was to be available for a highly stressful meeting regarding OLAP and the co-mingling of an external data source with our native data warehouse.

And while I spent hours - nay, days, preparing for creating a conceptual flow of dimensions and measures, and my demo partner equally worked at diagrams and custom SSIS packages, it was during the demo itself that I came to one realization:

It is the rare occasion that someone cares how this stuff works.  It is much more common that people care about how it looks.

Although the ETL refresh and overlay of data were certainly captivating in their own right, I realize that those who want to see it work are those who haven't seen the end product.  What this means is: Show them a screen that looks like what they want, and they don't care how it got there.

Full disclosure: I actually discovered this a couple of months ago when I built a custom view for a meeting that didn't actually calculate anything; rather it simply transformed data into a different data element type, to better mimic what the client had described.  Simply mocking up a view was all it took to allay concerns.  However, today, in actually performing a detailed "How does it" demonstration, I was very aware that we only had to do this because no proof of concept screen had been available. 

Here's a better example: I don't care gas-efficient the Chevy Cobalt I'm renting is; all I can think about is how hideous a canary-yellow car is!  I'm hung up on the presentation layer when I should be thinking about gas cost or suitability for driving in snow!  Oh, how heavy the burden of pre-disposed preference can be!  But really, who in their right mind would be pre-disposed to like this color?  Who told Chevy that this color was a good choice for a vehicle?  A CLOWN?

In all seriousness, it is this that these two situations, today's meeting and my rental of a heinously painted automobile that has brought me to truly understand that first impressions are so important.  Not rocket science, I know.  However, knowing this should remind us to prepare for each important interaction - to think about and specifically design each first impression (well, at least in business).

Click here to see the atrocity that was my rental.

Who am I?

Do you like to watch movies?  As a general rule, I hate to watch movies.  There are a couple of reasons for this:

1. I have a hard time sitting still for more than an hour and want my freedom to roam around.
2. My imagination gets consumed by highly dramatic or psychologically stressful movies, and I get confused, and I end up with nightmares for a week or an irremediable fear of camping/babysitting/amoebas living in the lake/men in clown makeup.
3. I would rather be out living my life than sitting on the couch/movie theater seat watching an actor fake out someone else's life and fund their highly opulent lifestyle that I don't get to take part of in the process.

Yes, I know: Bitter, party of one.

However, last night, I got suckered into seeing a movie with my girlfriends last night: "The Women."  It wasn't the best movie I have ever seen, but it was lively, and we were drinking, and I was with some of the best friends that I have had in my life.  I had fun later trying to categorize my friends into the character roles (the "pregnant friend" was easy to pinpoint, the "friend at a crossroads" was also a shoe-in, we're all pretty much the "career-minded friend", but who's the "homosexual party friend"?  I had trouble with that one.  I guess the "party friend" suits me - but sorry ladies - I am straight.)

Despite my aversion to scripted pseudo-stories, this movie had more of a lasting effect than I thought it would.  When the protagonist reached "rock bottom", she was asked a very pertinent question: "What do YOU want?"

This certainly got my mind brewing, but I soon extrapolated it:

What do I want?
Who am I?
Who do I want to be?
What do I expect out of others?
What do others expect of me?
(Finally) What do others expect of...OTHERS?

This last question had an extremely technical implication, of course, and since I had just been in a technology meeting with a health services organization, it had special meaning. 

Technology has provided so many options for personalizing an experience through different types of interactions: Web, E-mail, direct mail, phone.  However, so often, these interactions are disparate - those I spoke with today even shared that today, they have an entire Corporate Major Gifts program that is not only run by a single person, but managed completely separately from their "central database." PERISH THE THOUGHT!

This is NOT what I want or expect.  I would barely tolerate it, were I able to detect it. 

So, what is it that I want?  What is it that I expect, and other Gen Yers expect?  One word: Consistency.

I expect that when I provide information to you, that you receive it, regardless of medium.

I expect that when you receive this information, that it travels throughout whatever internal systems you have, so that I don't have to provide it twice.

I expect that once I provide this information to you, that things will "change" - that you will send me things addressed appropriately, that are timely, and that I've indicated an interest in. 

I expect you to be able to answer the question of "Who am I?" FOR me - to anticipate my interests, before I even know them, by past behavior. 

I expect you to be my "listening friend."  Because once I can see that you are listening, I will be more willing to be the "responsive friend." 

Anatomy of an Addiction

Facebook went down for me today.  Not for long, but long enough for me to freak out, head for the nearest corner, and curl up in fetal position. 

I should be used to this by now, since I use Twitter.  But, I can't help it, because I am addicted.  When not using an acceptable liquid substitute, I self-medicate with social media (anyone who has heard this before from a certain BFF of mine, let it be known that he got it from ME).

So I took the time to reflect back on some of my past social media addictions.  A short timeline:

1998-2002: Genghis Khan Voodoo Chat

Yes, it was exactly what it sounds like (although, what does that name sound like?!).  However, I was 18, had just set up my very first Web site, and somehow found this chat room.  My sister and I had ENDLESS hours of fun confusing teenage boys (or their impersonators) as we took turns replying to questions, each trying to send the other sister into hysterical laughter with the responses:

HotCollegeDude: So, what do u like to do 4 fun?
<Us>: Im in a fight club
HCD: WHAT? That's weird for a girl
<Us>: Yeah, I'm the biggest one so I win alot.
<Us>: Oh, and I collect insects.
HCD: That's...uh...cool.
<Us>: And I like to bake. I want to have a business some day.
HCD: Awesome. Maybe u can make me somethn good? :-)
<Us>: YES! My fave cookies are like choc chip except I use some of the bugs I collect instead of choc chips. It combines my interests PLUS they are SO good for you, extra protein!!!
<HCD has left the chat>

2000-2002: CollegeClub

Now an online advertising paradise, CollegeClub was THE place to be when I was in college...up until I tried going out on a date with a guy I met on site.  This is when I learned that the sexier a guy's online name is, the creepier he will be.  This may also be the primary reason I got back together with my boyfriend.

2002-2006: The "Dark" Years

There was about a four year period where I didn't really have a social media addiction, possibly because I didn't have Internet access at home (too poor) and I got my fix broadcasting NET SEND msgs via the network at the office.  Good times, for everyone except the IT dept.

2006-...: MySpace

After my dark period (when I finally decided to PAY for cable and DSL instead of stealing unstable wireless from the neighbors), a couple of my friends decided to join MySpace.  So, I relented.  I had to knock a few cobwebs out, but I rediscovered my CSS coding skills and my love of PhotoShop.  My page became a glistening tribute to ME!  I finally had to make my profile private, though, as the creep ratio climbed (plus, being "friends" with people I avoid for a reason wasn't as appealing).  I still have the page, still check it, but it's now my "unprofessional" page.

2008-...: Twitter, Facebook, Dream.In.Code, etc.

This was the year that I really got into social media.  This has also been the year that I began preaching what I practice (no, that's not backwards, I've been doing it a long time and now I have the chance to tell others about it).  But, with all this networking, it's a full time job keeping up with it!  I don't want to pick favorites since these networks all have very different personalities, after all...

But...I've realized that having multiple social media gives me the opportunity to be ALL of myself, but break that self up into microcosms...the REALLY geeky side goes to Dream.In.Code, the wilder side to MySpace, the professional side to LinkedIn, the semi-professional-but-still-kooky-just-not-too-over-the-top side to Facebook.

Also, with my 10-year high school reunion rapidly approaching, I hope that I've been able cut at least a couple of awkward interactions off at the pass.  Because, let's face it - the things we say and do online seem a WHOLE lot weirder in RL (that's Real Life, not Second Life, you newb).

 

Stomach Stalker

I am being cyberstalked.

Not really by a person per se, but part of a person - it's awful.  Every time I log on to Facebook, there she is!  Taunting me, ridiculing me.  Looking at me.  Well, not really.  She really can't look at me because I am not sure that she has eyes.  You see, I'm being stalked by a stomach.

Sure, the shoes at iLike and the FreeCreditReport.com guy are also lurking there in the shadows, but they are not NEARLY as agressive as this stomach - well, THESE stomachs, because I think there is more than one.   

The good, the bad, and the ugly about technology comes down to targeted marketing.  Companies can put the right information in front of the consumer, based on their true interests, on perceived interests (passive, based on behavior the user exhibits), and even based on expected interests (those that you should have, based on details about you).  This last bit is why I think I'm being haunted.

I am female, and twenty-something.  CLEARLY I could stand to lose a few pounds.  Or...at least I should think I could.  As much as I want to look that stomach in the eye (*ahem* navel??) and tell it that my stomach is flat enough, thank you...I am starting to believe the stomach.   

The hardest thing about traveling is keeping in shape.  Gyms are often sub-par, it is nearly impossible to eat healthfully, and booze is everywhere.  Then, this darn stomach, appears, taunting me, telling me to forego that cheeseburger.  Curses!!

However, the point is that this targeted marketing is working - even on someone who should know better (since I peddle this stuff, natch).  But the strategy isn't perfect.  You see, I may be the target demographic for self-loathing and feelings of physical inferiority, but one glance at my group membership will tell you that I'm an active athlete.  So, although that stomach haunts me, I'm still not going to buy what it's selling!  It makes me feel a little more inadequate, but I'm the girl who will push herself harder in the gym (since I'll be there in the morning anyway). 

Bottom line: I hope they don't pay by the view, because the advertiser didn't filter the results carefully enough.  I am going to continue to defy that stomach (but not until after my workout).