Welcome to Day 27 of the Internet Marketing Makeover!

It’s true – visitors can get lost on our sites! Whether it’s a out-of-date bookmark or simply a broken or mistyped link, 404 errors (“Page Not Found”) lead many site visitors to simply abandon their quest and try finding what they want somewhere else.

In today’s Internet Marketing Makeover assignment, you’ll give visitors who reach a 404 error page alternatives, so they stay on your site!

[Most of the posts here are for everyone to read - but the rest of this post is for members only. The good news? Membership is free. Sign up here or log in here.]

Related posts:

1. Internet Marketing Makeover: Earn More From The Same Number of Visitors Welcome to Day 16 of the Internet Marketing Makeover! Having…
2. Internet Marketing Makeover: Linking To Your Own Content Welcome to Day 12 of the Internet Marketing Makeover! If…
3. Internet Marketing Makeover: All About You Welcome to Day 6 of the Internet Marketing Makeover! There…

Welcome to Day 26 of the Internet Marketing Makeover!

We all surround ourselves by what we are comfortable with, and online, that might mean the blogs we regularly read, the Twitter friends and the Facebook fans we interact with.

But now that we’ve established a lead generation funnel for our sites, it’s time to break out of that comfort zone and bring new prospects, customers and friends into our sphere of influence.

[Most of the posts here are for everyone to read - but the rest of this post is for members only. The good news? Membership is free. Sign up here or log in here.]

Related posts:

1. When Things Fall Apart (Internet Marketing Style) Several weeks ago I wrote about the problems many customers…
2. Marketing vs. Publishing: Both Create Content, Drive Leads If you’re a marketer, think of yourself as a publisher….
3. It’s Not Me, It’s You: Three Pillars of Social Media Marketing “OMG if I use social media I can go to…

Giovanni Ghignone is the engaging voice behind the Virgin Active SA brand. With his role as social media manager, he is in charge of interaction between the Virgin Active community, as well as providing clarity, information and monitoring the brand. Gio does this exceptionally well, so Heavy Chef decided to have an in-depth conversation with Gio about being the face behind a brand name, and keeping a brand strong and active.

Hi Gio. When it comes to being a person behind a major brand, how does one integrate themselves into the brand,  and at other times separate themselves from the brand?

I’ve been part of Virgin Active for the past 12 years, so my integration is pretty solid. For those who are starting out, it’s imperative to be soaked up in the brand culture. Always spend a good amount of time watching, listening and learning how things are done and have those frank discussions where you question the processes currently in place. If they’re serving the customer well, then great, but if not, then try change them for the better. At Virgin Active our brand values of fun, value for money, innovation, challenging the norm and great customer service underpin all our efforts and we’ve actually summed them all up into one golden rule: Treat others as you would like to be treated. Your brand’s culture will build your moral compass and give you the instinctual decision making required for the role. In our case, the golden rule. This compass is imperative as you will be the voice of a brand and won’t always have time to pass comments through marketing, PR or customer service teams. You will need to know where to push brand boundaries and when to reign them in.

Separation of person and brand is something that we are still dealing with as I do have a personal life and with that comes it’s own personality. Because of the time spent with the business I’ve managed to align the values and ethos of the business with my own personal ones and thus negates any conflict of interest. If the business does anything that I feel divulges from those values, then we have the discussion internally and debate it thoroughly so that no matter the outcome, we are all on the same page and have a unified front.

Do you think having your name within the company name, such as Giovanni under Virgin Active SA on Twitter, can help or harm? Is it easier for people to feel a connection with a person than a brand? Or are there challenges to having your name attached to such a big brand name?

This decision was taken back when Frank Eliason was still running @ComcastCares and had his name behind the handle. I felt it gave the brand a real name and personality instead of a drone script reader behind the account. This does, of course, have it’s risks as whatever the person does in their personal capacity can be linked to the brand, and perhaps even supersede the brand identity, but the pros far outweigh the cons when it comes to emotional connection with the brand. It does also limit the number of people servicing the twitter handle, but that can be dealt with when the team size increases by either signing off with a distinctive signature or creating specific twitter accounts for the different query types.

I would feel far more comfortable knowing the name of the person I’m dealing with than simply firing emails or tweets off into the great unknown as it creates accountability for the response and always allows customers to find you through other channels.

What do you think is the secret to keeping an online brand alive through social media? What is key to keeping conversations fresh and engaging within the community?

This boils down to knowing what they community is looking for. Whether it’s inclusion, knowledge, a place to vent, a place to meet other community members or simply look for deals. Finding the root attraction and keeping the focus on that is key. For us, we’ve started seeing trends away from the initial complaints to more of an advice seeking platform and so our next focus is providing content that is both proactive and reactive, thereby maintaining the connection, and adding more value to the community. Constant interaction is key. A community can sense neglect very quickly. Posting updates isn’t the only way to interact, so don’t feel pressured to have X number of posts per day, simply ensure that you interact and talk with your community through whichever channels they prefer and always keep it personal. I find that nothing quells anger and frustration like empathy and honesty from a real person.

If you want to what great social media managing looks like, follow Gio on Twitter here.

Mike Saunders is the CEO of DigitLab, a well-known business that focuses on digital strategy, design and development, research and training. Mike also provides training, presentations, consulting, social media, social business and networking, email marketing, and is an avid blogger. Along with his array of offerings, Mike was also voted one of the top 20 people of follow o Twitter in South Africa. Heavy Chef caught p with him to learn about his success and specialty role as a keynote speaker.

Hi Mike. Can you tell us a bit about what you do, as the CEO of DigitLab?

As a CEO I would say that my primary role is to get the best out of people, to find out what they love and set that free in the work they do at DigitLab. If I can create an environment where people feel empowered, trusted and needed then I think I have done my job well.

Apart from that I spend most of my time traveling to meet new clients around the world, researching industry trends and trying to stay on top of the fast paced and incredibly exciting industry. Most of the team at DigitLab would probably tell you that my iPhone is permanently attached to my ear. So I guess I spend a lot of my time talking. I just hope someone is listening.

What does the role of a keynote speaker and a social media coach entail?

As a keynote speaker and social media coach I get to spread the word of how social media and the internet can be harnessed to help people and business. I love this part of the job because I constantly see the light bulb moments as people start to see the potential.

I spend much of my time researching the impact that these technologies have had on consumers, employees and business. My personal belief is that social media and the internet is only useful because it connects people, so we need to do our best to understand these people more. That opens doors to a multitude of new possibilities.

How would you sum up Generation Y in relation to technology and digital?

Generation Y are digital natives. They don’t know a world without the internet and digital technology. In general, they are pretty savvy on digital devices and using the internet. The main reason is because it is such an integral part of their world. Older generations are amazed at how technology has changed their lives but Generation Y take it for granted. They don’t know any different.

This has created a generation that multitasks constantly. It has been said that you will never actually be able to hold the entire attention of a Generation Y. They are constantly bombarded with messages from multiple sources demanding their attention. So this creates a great challenge in communicating to this generation. We need to speak through multiple levels and channels.

Most people believe that technology is the only way to speak to Generation Y but I would suggest that they need to be engaged on multiple fronts to catch their attention. They need events that are exciting in the physical experience and engaging in the digital. More than ever, digital, traditional and experiential marketing need to dove tail in order to create an experience that will actually grab the attention of a Generation Y.

As you are presenting the Web 2.0 conference, which I’m sure you are excited about – what would be your top tips when it comes to business reinvention in 2012?

I am excited about presenting at the conference. This Social Reinvention presentation is something that is close to my heart. I hope it inspires people to actively consider reinventing themselves and their businesses. The key to remember is that this is a social technology reinvention and not only a social media reinvention. The technology is what counts, social media is only one application of the concepts of social technology.
My top tips would be unlearn everything you think you know about business and social technology. Rethink social technology and your business. Approach social technology with a focus on how people use it. Approach your business with a focus on how people use it. Invent an offering that meets your clients and customers needs through the way they use social technology.

Who do you admire or see as a great example in your field that others can learn from?

I think there are many people we can learn from in this industry. I respect anyone who is willing to learn about this industry. Especially those who have a deep knowledge in specific area. Anton Koekemoer is a constant source of the application of more social media technology and SEO objectives. The SEO Cowboy is a wealth of SEO information. Quirk are doing a great job in educating our future industry professionals, and people like Fred Roed, Mike Stopforth and Angus Robinson are doing a good job of bringing credibility to this industry. I always enjoy the research that comes from Arthur Goldstuck and WorldWideWorx because it fits the South African context very well. Memeburn is doing a great job at reporting on the news in this space.

I must also say at this point that I have a deep respect for people in my industry. There are some very smart people doing some very cool things in the South African social media space.

Thanks for sharing your thoughts with us, Mike. We look forward to hearing the great things that will come out of the Web 2.0 Conference.

Welcome to Day 25 of the Internet Marketing Makeover!

Do you hate me yet?  :-)

I know it might be hard for your to believe after having made it though 24 days of this, but I really do want to make things easy on you. I want your business to run smoothly, I want you to have automation and systems in place and I want you to live the good life.

Today’s assignment is one that requires a little legwork up front from you (but you can always outsource it!), but will pay in dividends throughout the years you own your site.

[Most of the posts here are for everyone to read - but the rest of this post is for members only. The good news? Membership is free. Sign up here or log in here.]

Related posts:

1. Internet Marketing Makeover: All About You Welcome to Day 6 of the Internet Marketing Makeover! There…
2. Internet Marketing Makeover: 11 Resources For a Better Looking Website Welcome to Day 7 of the Internet Marketing Makeover! When…
3. Internet Marketing Makeover: Earn More From The Same Number of Visitors Welcome to Day 16 of the Internet Marketing Makeover! Having…

Nicholas Haralambous is the CEO and co-founder of Motribe.com, a platform that allows users to manage their own mobile social communities. He started off as a journalist, but quickly moved from print media to the online space. He has worked with the Sunday Times and Financial Mail. Nic is also the head of the mobile division at Mail & Guardian, and the General Manager at Zoopy.com. He also adds product manager of Vodacom SA’s mobile and social networking division to his resumé. With such success, we thought we would chat to Nic about mobile and the various platforms that are necessary to flourish as a brand.

You describe a “plug-in agency”. Tell us about that concept?

Motribe has created a toolset that will assist agencies in their use of mobile and the Motribe platform. We’re seeing an increase in usage of the platform and tools that we have for brand campaigns on mobile and want to help agencies create better mobile campaigns. We’re educating them not only on the use of Motribe but of mobile as a medium.

You have had some customers that only want to target one platform. Yet as you have said before, you need to have a run through line, and be everywhere, all the time. Explain why choosing a singular platform does not work?

In the emerging markets it is tricky to know which platform is the right platform to choose to market on or to. If you choose Facebook then you ignore a significant portion of the population, if you choose Mxit you ignore another, if you go desktop then you forget about the majority, but if you ignore desktop you receive criticism.

I believe that there is value in owning the chosen platform and feeding the other media through a single portal. Creating a mobile web destination and connecting with Facebook, Twitter, your blog, website and Mxit can work due to the single marketing touch point. On all advertising you promote one destination as a landing point and in the emerging markets it’s probably smart to make that one destination a mobile website or community.

If you fragment your audience from the very start you will have a fragmented message and community throughout the campaign.

This is not a one size fits all approach though. Each campaign, brand and client needs to be considered individually and the outcomes of the campaign specifically targeted and understood.

What are the features for the Facebook app that you plan on using this year, that will help with integration?

We’ve devised a way to help brands create mobile-enabled apps for Facebook. As of right now it’s extremely difficult to build an application on Facebook for the mobile user. Using the Motribe platform we’ve managed to solve the problem for the brand and agency.

You made a great point about how First World countries are emphasizing that this is the year for mobile, yet in Africa mobile has always been the only way to reach the masses. Because of this, do you think that developed countries might actually be learning something from us for a change? Have we developed skills on this platform ahead of the rest?

I firmly believe that when it comes to building on the mobile web for the masses, the emerging markets are leading the way. Not only are we ahead but we are implementing and succeeding where developed markets are failing. Again this isn’t a generalized statement that everyone in the developed markets is losing to everyone the emerging markets. This is a specific statement that there are leaders in the emerging markets who are dominating mobile. Companies such as InMobi out of India are beacons of success for the developed markets to watch and follow.

When redirecting people to a site off of Facebook in order to allow them to engage with a community privately, does this limit the site management or control? Or is a separate registration encouraged once they arrive on the site?

If you are going to attempt to move users off of Facebook, firstly there should be a valid reason for this. Secondly, using Facebook Connect, the user shouldn’t need to reregister. The Facebook mobile API is sufficient to allow developers to integrate without destroying user experience.

Thank you for sharing your time with us Nic. Motribe can be emailed at sales@motribe.com and you can find Nic on Twitter here.

Welcome to Day 24 of the Internet Marketing Makeover!

Maintaining and cultivating momentum is imperative in building your business.  And seemingly small movements can build momentum over time and lead to bigger opportunities in the future.

In today’s Internet Marketing Makeover assignment you’ll develop a process of small movements that will help your sites build rank and traffic over time.

[Most of the posts here are for everyone to read - but the rest of this post is for members only. The good news? Membership is free. Sign up here or log in here.]

Related posts:

1. 2 Types Of Link Building (And When To Use Them) Last week I asked one of my staff to create…
2. Article Marketing DEATHMATCH! Just over two months ago, I started to get the…
3. Link Mixology: The 12 Kinds Of Links Your Site Needs Are you familiar with “Link Mixology”? How about the 12…

Christine da Silva is the Head of Search for Neo@Ogilvy in South Africa. She has extensive experience in the international markets including the Unites States, Europe, The United Kingdom, and South Africa. She has also been at the head of SEO divisions of three well renowned Search Marketing companies, prior to starting her own consultancy, AlterSage. Christine successfully managed AlterSage for four years before it merged with Ogilvy’s Neo division. She took some time to chat with Heavy Chef and share some important elements concerning international marketing.

What does your role at Neo@Ogilvy entail?

My title is Head of Search, which means that I manage specifically, organic and paid search; and social, as it relates to Search, for Neo. In a nutshell my role can be described as educator, consultant and strategist; both for my team and our clients. Campaign and channel strategy comprises of ensuring that our client’s goals are met by matching them with the most appropriate channels, tracking and following through to ensure ROI is gained.

We know you also specialize in SEM and Usability. How do you incorporate your SEM and Usability skills into your marketing strategy?

They are part and parcel of the same thing. You can’t have a great campaign, but a shocking website to send people to. The same as having a wonderful website, but not employing any marketing campaigns. The nitty gritty is that we look closely at analytics and watch how visitors move through a website. From the very words that sent them there, such as search engines, to which pages they look at and what actions they take. If their actions do not match our intent for them, we change the features, such as design or content of the site, to ensure we make the path easier for them to perform our objectives.

What would you say are the top three lessons you have learned throughout your international experience regarding online marketing?

Whether internationally or locally, the lessons remain the same. Firstly, transparency with clients and their expectations. Secondly, content is king. Lastly, timing is everything.

In your opinion, what are the greatest differences when doing online marketing for South Africa versus international countries?

Localisation of content. Adapt your copy to the voice of your target market. For Angola as an example, we would also create content in Portuguese. Our search engine result pages are not yet as competitive per industry as internationally, therefore there are still many opportunities in our SERPs to perform well. The reason being that internationally, search is considered a must have, rather than a nice to have.

Education. Every search campaign still requires heavy sales, ITO advantages it may bring to clients, as well as handholding and guidance throughout the campaign. Internationally, Search is part of the marketing mix as a standard.

Who do you admire in your industry, or see as a great example for doing online marketing strategy well?

Matt Cutts, chief engineer at Google, for his passion. Danny Sullivan. And anyone that can see the big picture of how channels should be integrated, not only digitally, but through the line.

Thank you for taking the time to share your experiences with us Christine. Follow Christine on Twitter here.

It’s Day 23 of the Internet Marketing Makeover and I welcome you!

It’s the home stretch, the last hurrah, and we’re going to make it count – this week is all about link building!

Building backlinks is one of the favorite topics of readers of this blog – and for good reason! Without them, your SEO is SOL.

Today we’ll start getting your backlink-building process in order.

[Most of the posts here are for everyone to read - but the rest of this post is for members only. The good news? Membership is free. Sign up here or log in here.]

Related posts:

1. 1000 Free Backlinks & How to Get Them This is day 3 of a juice fast and I’m…
2. Building Links Too Fast = Blacklisting? With Social Media Daily, and now 30 Minute Backlinks, I’m…
3. Get 50 One Way Backlinks EDIT 3/30: This Closes on 3/31, so use it up…

Welcome to Day 22 of the Internet Marketing Makeover!

Today is a recap day if you’ve not finished any of the past week’s assignments.  If you have, it’s a rest day – enjoy!

[private_IMMakeover]

DAY 22 OBJECTIVE

Catch up on any Internet Marketing Makeover assignments you’ve not yet finished!

DAY 22 ASSIGNMENT

Review the previous Internet Marketing Makeover posts and their tasks and complete anything you haven’t gotten to yet:

16 - Earn More From The Same Number of Visitors

1. Determine what questions your market wants the answer to that you can provide as an incentive to sign up for your email list
2. Determine what format you’ll provide it in (video, audio, email course, PDF, articles on your site, etc.)
3. Create the incentive piece

21 – You Do You

1. Added Buffer to your workflow
2. Replied to conversation on social sites
3. Set a time for this “social media” participation each day
4. Set up your iPhone / Android so you can do this work on the go, when you want to

Next week is link building – yay!

[/private_IMMakeover]

Related posts:

1. Internet Marketing Makeover: Week 2 Recap Welcome to Day 15 of the Internet Marketing Makeover! Today…
2. Internet Marketing Makeover Week 1 Recap Welcome to Day 8 of the Internet Marketing Makeover! Today…
3. Your Internet Marketing Makeover Begins Today! Lemme take a couple of wild guesses here…  Do any…