17 Pivot Points for Social Media Marketing Success.

Excellent notes from a presentation at a recent Pivot Confernece

Here are a few:

1 — “Millennials are different and they’re not me.”

Carol Phillips of Brand Amplitude was one of several speakers to characterize Millennials and I her website is a treasure trove of resources on the subject. Millennials evaluate others not by what they say, but who they are and whether their actions are worthy of relaying via post, tweet, status update, etc. Marketers need to align their brand culture with those of Generation Y to build trust without disingenuously attempting to be “one of them.”

#2 — “Millennials really want to take ownership in their brand relationships.”

Matt Cheuvront of Proof spoke of the “independent band syndrome.” Millennials want to be the first at their shows before the band makes it, being the influencers among their peers. The same applies to brands.

#3 — “Technology is Generation Y’s third hand and second brain.”

Consumer psychologist Kit Yarrow addressed Generation Y’s unique psychological code formed by growing up in a child-centric, self-esteem building, youth-focused world. Technology alters their cognitive functioning, impacts their relationships and elevates the importance of innovation. Among the plethora of insights she presented were five keys to connecting with Millennials that can just as well apply  to all social media participants:

Be involved with them — talk with, not just to
Make it snappy — respond quickly and refresh often
Technovate — appeal to the belief in the power of “new”
Make it visual, contextual, active and intuitive — make reading optional
Ramp up the emotional intensity — use humor, irony, drama, fantasy, games

#4 — “Thumb contact more than eye contact.”

Here are a few tips from among the many offered by Scott Wilder on marketing to Generation Y:

Turn ons — Show respect, trusted relationship, peer-to-peer interaction, communicate on their own terms, incorporate “local”, authentic manner
Turn offs — Hype or promotion, email blasts, push marketing, Facebook spam, trying hard to be hip

#5 — “Bullshit-free branding has always been important; Now it’s important and urgent. You can’t fool any of the people any of the time — except yourself.”

The SNIFF test for bullshit-free branding from Operative Words‘ Anthony Shore goes beyond the idiosyncrasies of the Millennials to address the changing sensibilities of the American consumer. (Check out his blog on brand naming.) Branding should be:

Self-aware — Your brand should not try to be more or less than what it is
Natural — Writing, ideas, brand names not contrived
Integrity — True to itself and customers
Forthright — Straightforward, revealing, sincere, specific
Factual — Claims are true, verifiable and evident; endorsements are earned, not purchased

#6 — “The Mesh is a fundamental shift in our relationship with stuff.”

According to Lisa Gansky, author of The Mesh, we’re moving from an aspiration that was once all about ownership to one where access to goods and services trumps ownership. We are starting to orient ourselves all around better things — things that are better designed and easily shared. After hearing her speak of The Mesh at the intersection of the social web, mobile web and physical goods, along with introducing me to the word “tryvertising,” I went out and got the book.

#7 — “People who came in via social media engaged with the product and actually used the product four times as much as those who came in through other means.”

This is one of the research findings that motivated the heavy use of social media by Bing to promote the second version of the product. Stefan Weitz said that one of the lessons learned from the campaign was that, “You don’t know anything and those who tell you they do are lying and taking your money. This is one of the most beautiful examples of chaos theory on the planet. With social media, you can not predict the outcome.”

#8 — “Curation, not content, is king — and it’s human, not algorithm”

Steven Rosenbaum of spoke of the curation process. In a “noisy” world of too much information, we tweet what we feel is important to our followers. He proposed a “curation equation” consisting of:

Collecting — The good stuff you gather, organize and filter
Contributing — Content from your visitors, friends, followers
Creating — Your unique content

And the quotes that speak for themselves:

#9— Technology changes, humans don’t. — Deb Schultz, Altimeter Group

#10 — Social media exists to help people exchange value directly with one another. The better your company can do this, the better they can represent the things that social media stands for. Let the people who care speak and the marketing part will take care of itself. — Douglas Rushkoff

#11 — A zoomer is a boomer who is afraid to get old and sympathizes with the Millennial generation. Boomers actually share very similar values to millennials. What separates them is the technology, the fact that it’s immediate, instant. — Maria Giudice, Hot Studio

#12 — Trying to be hip is bad, being hip is good. — Chris Shipley, Guidewire Group

#13 — Respond to everyone. Treat everybody like they’re the New York Times. 20% of our traffic comes from sources that send less than ten visitors a month to our site… Those visitors are three times as likely to sign up for something. — Patrick Ambron, Brand-Yourself

#14 — It’s not about privacy. It’s about transparency, disclosure and control. Because I don’t know what privacy is. And you as marketers don’t know what privacy means to each of the individuals you market to… What you can do is disclose your own practices, you can make them intelligible and you can give your users control. — Esther Dyson, EDventure

#15 — Just when everyone is getting to understand that “clicks” don’t matter, we’re getting into the tyranny of the “like.” — Russ Fradin,

#16 — Go beyond measuring sentiment to observing behavior. — Peter Merholz, Adaptive Path

#17 — Keep trying new things. We are still in the phase where people are going to make mistakes. Mistakes are good. It gives you the chance to grovel to your customers and say, “We are so sorry.” And your customers will say, “I love them. They’re human!” — Henry Blodget, The Business Insider

Written by: Wendy Montes de Oca, Precision Marketing

Precision Marketing eNewsletter

Market With Precision. It’s Proven. It’s Powerful. It’s Free! Oct. 12, 2010
In This Issue
PPC for Research
SEO for PDFs
SMM: Hype or Hidden Treasure?
More for Less

Precision Marketing

Quick Tip

PPC Testing For Market Research and Product Development
Next time you have a concept or direct mail package you are about to launch … test it on pay-per-click (a/k/a display ads) first. This can be done on Google, Yahoo or Bing.
This is a great way to gauge general market sentiment that is cost effective and fast.
You can test headlines or concepts. For example, seeing if a topic is of interest to general public before creating an entirely new product.
Create your ads and run them for about a 2-week period. Make sure all your ads are different but link to same landing page.  The offer can be a short free report of related matter.
You’ll have an idea at the end of the testing period, based on clicks and conversions (or lack thereof) how your package (or concept) may perform before it actually goes live.
Having this insight will help save you money and allow you to tweak copy, offer, landing page and other important conversion elements.
Depending on your keywords used, placement, daily budget, and some other variables, your entire campaign should only cost a few hundred dollars.

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This publication is BY marketing and business professionals FOR marketing and business professionals. So tell us what you want to read about and what you think. Your feedback is welcomed!

In today’s issue, find out how to use pay-per-click to test creative and conceptual ideas.  Also, discover the best ways to measure your social marketing efforts. Finally, learn how to optimize your .pdfs for better search engine results.
Yours for success and profits,
Wendy Montes de Oca, MBA
President, Precision Marketing and Media, LLC.
Publisher, Precision Marketing eNewsletter

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Make Your PDFs SEO Friendly!
There’s a misconception out there that search engines don’t read (spider) PDFs.

They do. Of course, HTML pages are faster to index than a PDF, but they can be indexed. The trick is to know how to set up the PDF to make sure you get maximum pick up by the search engines.

Here are the top 5 tips to help make sure your PDFs on your website are optimized for search engines…

1. Make sure each PDF file is text based and has the correct document properties set up. When the search engines spider a PDF, they extrapolate the text from the information fields within the PDF … so it’s critical what meta data and keywords you have in these fields. The important fields are: author, document title, description, file size and modification date.
2. Remember to tag the PDF and use anchor text and links within the file. Just as SEO best practices tells us for a website, this method is also viable for PDFs. In addition, make sure your links are not buried deep within the PDF file. Have them at the root level … easy to find for search engines.
3. If you have a large PDF file, consider breaking it into smaller relevant groups, sections, chapters, etc. These sections should be tagged accordingly with accurate, relevant keywords. This is not only reader friendly for humans, but also for search engines, since as I mentioned, it takes longer to spider a PDF than HTML.
4. Check the PDF file format version number and make sure it’s readable by search engines. Typically, the version to use is Acrobat 5/Adobe XMP (PDF V. 1.4 or 1.5).
5. Finally, make sure the reading order in your PDF is logical and flows. Again, this is user friendly for humans and search engines. However, your reading order, for a search engine perspective, will give you an idea of what will be displayed in organic search results. To do this, when your PDF is open, select Advanced-Accessibility-Add Tags to Document. Then select Advanced-Accessibility-Touch Up Reading Order. After you do this, the reading order of the PDF will be displayed.
So if you have PDFs on your site already, it’s a good idea to review them to make sure they were originally set up correctly for search engines.
Don’t let your PDF content get overlooked … optimize it today!

Social Marketing: Hype or Hidden Treasure?
My friend, copywriting expert and best-selling author, Bob Bly, had an interesting discussion about social media on his blog.

In a nutshell, there was a comment about how using standard direct response marketers metrics, social marketing is a waste of time.

I disagree and here’s why:

Social media, in my opinion me, is a hybrid between relationship/network marketing as well as direct marketing.

It’s relationship marketing if you know how to be a strategic thinker as well as be creative with your marketing messages. In other words, what to say and where to say it. Targeting is key. You have to look at each social media website to see if it, and it’s users, are the right fit for your marketing message and business. Then, you need to craft your message accordingly. And that requires good creative, copywriting skills.
(Editor’s Note: I’ve had tremendous success with LinkedIn, Twitter, Digg and StumbleUpon, but not so much with Facebook. For my business, Facebook users are not necessarily the decision makers I want to get in front of to help build my consulting business. However, I still promote my website on Facebook and include links to my lead gen and product pages. I get to enjoy ancillary traffic and the backlink (SEO) from a top ranked website, but I don’t count on real, solid leads from this source.)

It’s direct response as you can measure results. Granted, it’s not as cut and dry as some other online marketing methods, like email.where deliverability, clicks, opens, sales, and ROI is concrete. But, for me (and my business), I can specifically track any leads or sales I get back to specific social media platforms. And I can measure traffic to my website via Google Analytics from those same sites.

As a core direct marketer, I don’t waste my time on something I can’t tie a metric to.

Here’s How I measure Social Media: Look at the “3 O’s”-Outputs, Outcomes and Objectives.
1.    Outputs measures effectiveness and efficiency, such as new subscriber sign-ups and spikes in Web site traffic during your campaign. And it measures analytics, such as referring Web site sources, visits, unique visits and visit percentages.

2.    Outcomes measures behavioral changes such as internal customer/subscriber feedback (calls, e-mails, forum postings) on your Web site, as well as external reputation monitoring or visiting targeted chat rooms during your campaign looking to see the “buzz.”

3.    Objectives compare direct product sales during the time of the campaign to other sales that occurred before the campaign. So it establishes a baseline, giving room for sales assumptions tied to your effort.

Use Free Online Tools:
1.    Google Analytics

-Check the “referring sources page” to see how much traffic was generated by LinkedIn.
-Look at overall traffic to website during same time period of your effort.
-If you have a sign up/email form, look for lead spikes during time period of your effort.
2.    Google Alerts
-Set alert for your name, your company name, and keywords in your content. You’ll get notified via Alert if content/your message gets picked up and goes viral.

3.    Backlink Checkers
-Google Webmaster Tools – Check back links going to site during same time period of your effort.
-Link Popularity Check – Link popularity analysis is one of the best ways to quantifiably and independently measure your website’s online awareness.
-Sample free tools:,,

What do you think?

Hot Marketing Ideas: Getting More Leads For Less!

Whether you’re a Fortune 500 company, local proprietor, or online publisher everyone is looking to make more money, get more leads and grow their business … for less.
Below are some ideas to help you do just that.
  1. Online press releases could be a powerful tool that’s often overlooked. There are many free online press distribution services, like, that can help get your message on the web and picked up by media sources, online news aggregators and bloggers. If you have a relevant, useful, newsworthy message…turn it into a press release. In addition to driving traffic to your site, the link you embed into the online release will help you with SEO link-building efforts.
  2. Classified ads and internet bulletin boards are not just for selling items any more. They are a powerful way to create buzz, initiate back-links and drive traffic to your site. Many sites like Craig’s List, which is a “Top 50” site that reaches over 40 million people, offers free postings and many categories to suit your message. Crafting the right ad for your objective just takes some creative thinking. I’ve used this platform successfully for many lead generation efforts.
  3. Leveraging local or regional newspapers with an editorial piece or captivating print ad is also a great trick I’ve used with fantastic results. You simply search online for list of newspapers by city or state, then narrow down your list by newspaper circulation. If you don’t have the budget for advertising you can offer the newspaper valuable content with your name and contact information mentioned in your byline or editorial note. Surprisingly, there are many regional newspapers that sell advertising space dirt-cheap. Years ago, I was targeting high net worth individuals. I researched the richest counties in America, and then those respective newspapers and publications within those counties. Aspen, Colorado was one area where a print ad cost me roughly $500. That ad generated several sales (I only needed 1 lead to breakeven) and produced an ROI of more than 1000%.
  4. Partnering with synergistic companies is often a tactic that doesn’t get as much priority as it should. In my opinion, at least 25% of a marketing professional’s role should be business development and relationship cultivation (including affiliate marketing). Reaching out to “friendly competitors” opens the door to a plethora of possibilities including revenue share deals, joint venture agreements, guest editorials, and reciprocal ad swaps (in ezines). These efforts cost virtually nothing and help with both your sales and lead generation efforts.
  5. Advertising on blogs and ad networks with either banners or text ads is another great way to target a particular prospect (by either channel or genre) and costs a reasonable fee. There are many high traffic blogs for almost any niche out there and some rates are under $1/CPM. With this, research and strategic targeting as well as relevant, powerful creative copy is essential. I’ve been advertising on select blogs for many years with great results. Some cost-effective networks worth checking out are:, Burst Media and
  6. My SONAR Content Distribution Model TM is another cost effective, yet powerful, way of repurposing and synchronizing content (albeit text, audio, video) distribution into various, targeted channels. And it allows companies, publishers, entrepreneurs … basically anyone with content on their website … the ability to ultimately turn traffic into sales. For more information, check out
  7. Pay Per Click can be a viable way to bring in leads and sales. Although in my experience, it’s hard to get a conversion with a “cold lead” that is over $99. The “sweet spot” seems to be products between $19.99 – $59.99. This is ideal for lead generation efforts of low cost info-publishing products, like paid eBooks. And you don’t need to break the bank either. With a robust keyword selection and bid management tool as well as engaging text ad and landing page copy, you could bring in several thousand names per month and spend less than $2,000 (which is about a $1/CPL). Note: for saturated markets (such as real estate related terms), certain keywords may cost a little more to get exposure.
There’s many more ways to market your business effectively … and “cost” effectively. It’s just a matter of being a creative marketer.

Save Your Issues OR Request Old Issues! Just a reminder to save your Precision Marketing enewsletter issues in your email box folder or download to your computer. This way, you’ll have each idea-packed issue available at your fingertips when you need some marketing or business help.
Attn: New subscribers … welcome aboard!

Don’t worry about missing past issues. There’s been some great articles on marketing and business building that I’m sure you will find valueable.  All you need to do is ask!

If you’d like a copy of previous issues sent to you, just email

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If you’re looking for a proven marketing consultant to help build your business or turn things around, contact me at

I’d be happy to discuss your specific objectives and work with you on a custom solution that fits your need and budget.

Soon To Hit eTailers and Retailers Nationwide…
I’m working on a new book that is slated to hit stores and online retailers next Fall.

This is very exciting for me.  Although I’ve had many articles published in top business and Internet marketing publications as well as written several eBooks … it’s my first ‘real’ book … and I am the sole author.
The book will be based on my acclaimed SONAR Content Distribution Model TM and will have loads of useful, practical, & proven strategies I’ve used for the last decade to make more than $150 million in total revenues for the companies and consulting clients I’ve worked for.
I’ll release the name soon as well as keep you posted on my progress.
Stay tuned!

Follow Me…

Please join us on Thursday, October 8th to hear Yvonne Urness, share her experiences, tips and resources on Social Media Marketing

Yvonne Ohumukini Urness, owner of YouConnected (, is a social media coach, consultant and speaker who helps small- and medium-sized businesses stay relevant in today’s rapidly changing business climate by integrating social media into their existing marketing efforts. She works with individuals, businesses and groups, teaching them how to create easy-to-use social media strategies, specific to where they are and what they want to accomplish. A seasoned marketing communications professional, Yvonne has developed effective marketing and communications for Cisco, Nokia, Orange Labs (formerly France Telecom), Network Magazine, and the California Apartment Association, to name a few.

This is a must RSVP event:
When: October 8, 2009 6:00 PM

Palo Alto Wine Room
520 Ramona St
Palo Alto, CA 94301

Price: $22.00 per person

RSVP limit: 30 “Yes” RSVPs

Rebecca, Ana and Linda Lee

Rebecca, Ana and Linda Lee. I met Linda Lee and Rebecca Martin at WordPress Camp in San Francisco. Linda is infectious, positive and knowledgeable, so you will walk away with additional insight about your website and blog. If you don't have one, she can help you with concept and design, as well as optimization for your website and blog.

Rebecca Martin is Founder of She is an advice/career coach and has keen insight into individuals. The short time I spent with her helped me feel empowered and hopeful; I was quite motivated afterwards! She will be discussing the pros of Networking.

I decided to schedule a solid Meetup for the group Silicon Valley Virtual Assistant for Thursday, June 18, 2009 and was grateful to Linda and Rebecca for making the time for me and my group to speak to us.  Linda will talk about getting started online. She will cover websites, blogs and basics on getting started. “7 Reasons Why Every Business Owner Needs to have a Website or a Blog” followed by Rebecca Martin on Networking.

For information and to RSVP, please go to:


Linda Lee is a writer, speaker, educator, and website designer. She is currently working on her book “Smart Women, Stupid Computers,” a simple and easy guide to using your computer. Available for consulting and coaching, she helps people launch blogs and websites and trains then in how to get traffic to their sites and to maximize their website presence with the use of blogging and search engine optimization of their websites. Linda is passionate about empowering people to take charge of their computer, showing clients with laughter and enthusiasm that they can make it work for them.

This explains Linda’s slogan: “Don’t Let Your Computer Outsmart You.” Linda is co-president of the Women’s National Book Association’s San Francisco Chapter and a speaker and volunteer coordinator for the San Francisco Writers Conference.


Rebecca Martin, founder of California based dear jane…, a career advisement company…, believes that people can succeed in landing the “perfect” job if they can first identify what is right for them.

As a corporate recruiter in Silicon Valley in the ’90s, Rebecca saw firsthand the personal and professional disorientation of thousands of workers displaced when the tech bubble burst. From this unique vantage point, Rebecca analyzed corporate clients’ hiring processes; job applicants’ resume-writing abilities and interviewing skills; and hiring managers’ practices and procedures.

By 2002, Rebecca had identified a pivotal factor in the success — or failure — of an individual in his or her chosen career: the ability to articulate a personal vision.

In 2004 Rebecca launched dear jane… with a proprietary career advisement program that includes career assessment, resume writing, interviewing methodologies, and compensation and other negotiations and much more.

Today, dear jane… develops and delivers career management training classes, workshops, seminars, and coaching to Fortune 1000 companies as well as individuals throughout the United States. Since its inception, dear jane… has enjoyed a 98% success rate in coaching clients through career transitions, successful interviewing, salary negotiations, and the like.

Rebecca’s speaking engagements take her to college career centers, job search work groups, professional association meetings, job fairs, Employment Development Department offices, and One-Stop Career Centers. She is an official Trainer for the US Government Employment Development Department (EDD).

A USC graduate with a B.S. in Business Administration, Rebecca has written and published the booklet “83 Tips on How to Successfully Work with Corporate and External Recruiters.” \She belongs to the Women’s National Book Association. She has recently appeared as a Career Consultant to the View from the Bay San Francisco’s ABC afternoon show.