What’s your opinion of Sarah Palin?

Posted by Christopher S Penn on Jan 24, 2011 in Awakening, Politics | 20 comments

My martial arts teacher played an interesting trick on us in class on Saturday morning to illustrate the powers of distraction and diversion. Right in the middle of a lesson, he highlighted – briefly – some relatively recent news story about Sarah Palin.

The effect was as predictable as it was powerful: a number of folks got derailed from their physical training. You could see written on the faces of a few folks that they had fallen down a very deep hole in their own minds, caught up in something completely unrelated to the training. Their training suffered as well, and had they had that level of distraction and diversion in a real self protection situation, they would have been so mentally wrapped up in knots that a six year old with a popsicle stick could have taken them out with ease.

Ask yourself this: when you saw the tweet and the title of this blog post, how did you react to it? Did you react with curiosity? With anxiety, cheer, anger, sadness? Did it set your mind down a path based on your feelings that was unproductive? Did it distract you from what you were doing?

Distraction and diversion are two of the most potent enemies you’ll ever encounter in your work day, in your training, in your life. They can sap all of your energy in very short order or take you far off the path you’re supposed to be on. Every moment of every day, media (mainstream and social) are willfully attempting to distract you from a course of productivity and divert your time, energy, attention, and money in order to boost profits, garner attention, or use your energy for their own means. I did it to you with the title of this blog post, and there’s a better than even chance I was successful.

What saved me in class and what saves me on a regular basis are the lessons of “I see what you did there” and looking for the lesson. These powerful tools keep me in the game and keep me on target, putting my energy, time, and attention where it needs to go. I felt it on Saturday in class – I heard my teacher mention Sarah’s name and the context of the news story, but almost immediately my own mind echoed back “I see what he did there” and I was free of the trap.

How much time and energy do you lose every day, every week, on stuff that doesn’t matter? Take a moment or two to write “Look for the lesson” and “I see what you did there” on an index card and place it near your workspace. See if it helps you become more productive and defers your thoughts, good or bad, about Sarah Palin until it’s actually an election cycle.

Bonus round: Watch the replies when I tweet this post with the post title. The people who fail at distraction and diversion will be the ones reacting to the title without having ever read the actual content. Make note of who falls into the trap and is easily distracted just by the title and make note of who escapes the trap by focusing on the actual content. If you’re hiring for someone in a social media role, you probably want the latter as an employee and not the former.

Double bonus round: Watch the comments for political remarks to see who completely missed the point of this post or is so trapped they can’t escape even when it’s pointed out that this is a trap!

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How balanced is your Google Analytics pie?

Posted by Christopher S Penn on Jan 21, 2011 in Marketing, Metrics | 10 comments

How balanced is your Google Analytics pie? I speak, of course, of the pie chart that comes as a stock report in every Google Analytics report. When people ask about what to look for in Analytics, one of the most important things I look at first is the pie chart of traffic sources. What’s coming in and from where? Let’s take a look at a few examples.

A Social Media Expert’s Blog

This is an unbalanced pie. Nearly half the traffic is coming from referring sites and if you dig in, of course, it’s social media sites like Twitter and Facebook doing a significant amount of the referring. Search is only 22% of this person’s blog.

This would make me nervous because the traffic flow to this person’s site is too reliant on social channels. If, for some strange reason, they were ever kicked off of Twitter/Facebook or they became unpopular, they would lose half their traffic immediately, which is a significant risk. Things like speaker bookings and book sales would vanish overnight.

This also indicates that while they are blogging, they’re not blogging for anything people are looking for, or they’re not blogging using the words people are using to search for.

Finally, I’d be a little concerned about digging more into the direct traffic. Is that truly people typing in this person’s domain name directly? Possibly. If they speak at a lot of conferences and events and put their name up in lights for attendees to remember, that would account for the direct traffic, or it could be that they have other direct traffic issues. Avinash Kaushik masterfully explains how to diagnose direct traffic on his blog.

A New Company’s Web Site

Here we see an unbalanced pie as well. We see a lot of search volume and a lot of referring site volume, which is what you’d expect to see out of a new company’s web site. They’re doing their best to pay for ads and create lots of content, and it’s driving up their audience. So far so good, right?

This pie is unbalanced in favor of search, which for a new company can be risky. Search listings are incredibly volatile and your business may be booming if your keywords are ranking well, but wake up one day after a Google update and suddenly your sales funnel is really thin. I’ve had this happen to me in past jobs and it’s not pretty.

What’s missing out of this pie and the previous one especially is Other traffic. Google Analytics classifies things like email marketing in the Other category as long as you’ve got your links tagged correctly. If neither the social media expert nor the new company are doing enough email marketing to bring converted leads and customers back to the site, then they’re not engaging their existing audience enough, and that’s a problem.

My Web Site

About a third of my traffic comes from search. Pretty good. Referring sites and social media power another 21%, which I’m pretty happy about. Look at the monster amount of Other traffic – that comes from my newsletter, which I’ve sent twice this month. 26% of my traffic is from people being prompted to come back for more from email marketing, which makes me very happy.

Where can I improve? Obviously, like the Social Media Expert above, I need to dig more into direct traffic to see if that’s legitimately people typing my domain name in or if I’ve got something somewhere that’s mis-tagged or untagged. Mobile devices, for example, don’t pass referrer strings, so I should dig in and see if there’s a lot of mobile usage, which means I’ll need to be more careful about using Analytics tags everywhere on my site and in my emails.

I’d also like to see a little more juice in referring sites as well. Perhaps I need to blog in other places or make sure I’m leaving comments on blog posts that reference me in order to widen that slice of the pie a little more. Blog comments do count for something and can bring eyeballs and traffic in.

What’s Your Pie?

Take a look at your pie and see where your balance is. Generally speaking, there are four broad categories that Google Analytics uses – Direct, Other, Referring Sites, and Search. Going for a balanced intake of traffic from each category will ensure that your site is not reliant on any one source of traffic, which in turn mitigates your risk of losing business from any one particular effort. Everything matters, and everything adds up!

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Pay your head first

Posted by Christopher S Penn on Jan 20, 2011 in Awakening, Education | 4 comments

Pay yourself first is an often repeated, seldom executed piece of financial advice, one that sounds good but most people fail to do. It’s quite simple: before you meet all of your other financial obligations, save some money for yourself so that you can build up emergency savings at first, then enough capital for investing after you’ve met your savings goals. Companies have made attempts at helping consumers pay themselves first from rounding programs (round up every purchase to the next dollar and deposit the difference in savings) to Safe Harbor 401(k) plans that automatically add money to a retirement plan. Yet it’s still not enough – more people than ever are without a secure financial future, even when times are good.

It should come as no surprise, then, to realize that investments in other areas of life are falling short as well. Fitness goals aren’t being met because of perceived time constraints. Long term projects at companies are ailing because 100% of your workforce’s capacity is putting out day to day operational fires.

Most of all, an enormous number of people are failing to pay themselves first in their heads. What do I mean? How much time do you allocate (because, as the goblins say, time is money!) towards investing in your own learning every day? How many books do you read a month? How thoroughly do you read the blogs of people you claim to adore and act on the information you glean?

Pay yourself first in knowledge. What one area of your chosen industry, practice, specialization, or expertise do you feel weakest in? When was the last time you paid yourself with an hour or two of dedicated research and learning in that area? Days? Weeks? Months? Never?

Try this for a week. Take one small aspect of your specialization. It can be building an audience on Twitter, tanking as a protection paladin, cooking without wheat, whatever. Take one small aspect and ask a very challenging question of yourself, then over the week, spend 30 minutes a day researching it. Set your alarm clock for exactly 30 minutes earlier just for a week and really dig into your question. See what answers you come up with. At the end of the week, see if your investment has paid off at all – are you any closer to the answer to your question? Are you more knowledgeable about your specialization even if you didn’t get a final answer?

Pay yourself first in knowledge as well as money, and you might be surprised at just how capable you can become, far above the skills you’ve developed just reacting to circumstances blindly. In the same way that paying yourself first in money can accumulate capital, paying yourself first in knowledge can make your life much easier or make you incredibly productive. The trick is that you have to do it!

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What Alterac Valley can teach you about SEO & marketing

Posted by Christopher S Penn on Jan 18, 2011 in Advertising, Marketing, Strategy, World of Warcraft | 3 comments

Over the weekend, I had the delight of competing relentlessly in Alterac Valley, a 40 man player vs. player battleground in World of Warcraft. For those unfamiliar, Alterac Valley is a large, mountainous battlefield that is a war of attrition, trying to gather resources for your team and deny objectives to the opposing team. 40 players from each team rush out to manage 23 separate objectives.

One of the most common scenarios in Alterac Valley is the standoff, or turtle, where the two teams clash in the middle of the battlefield and fight each other without benefitting either team. No strategic objectives are captured, and the stalemate frustrates everyone. It’s one of the most common occurrences in Alterac Valley.

However, just 2 people out of the 40 can make a difference that can prevent a turtle and advance your side towards winning, by controlling a small, boring objective on top of a hill that most players on both teams ignore. (Snowfall Graveyard, for the WoW PvP crowd) My little 2-man squad from my guild always captured this little objective and then stood around to guard it against recapture. 99% of the time, we were bored out of our minds, save for when 1 or 2 opposing team players wandered by. Yet by holding this little objective, we prevented the turtle because holding it allowed our team to reappear behind enemy offensive lines, a significant strategic advantage that changed the momentum of battle in our favor.

Why do the vast majority of players ignore this little snowy hill? It’s boring, for one. If you’re playing for the glory, it’s about as far from glory as you can get: it’s guard duty. Most players with very short attention spans simply gloss over it. Second, most players don’t understand strategy and just rush in to kill whatever they can and hope they live long enough to win. Finally, standing guard there and watching your team members run by repeatedly reinforces that you’re not in the action or the heat of the battle, which drives most players batty. Impatience and bloodlust demand they be in the heat of the battle, not standing on a hill watching. Most players are unwilling to forego their own fun and enjoyment for the benefit of the entire team.

What does any of this have to do with you? Take a look at your organization and how you expend your resources. What strategic objectives are easy but incredibly boring, yet might swing the tide of battle or the momentum of your organization wildly in your favor? Are you overlooking them because they’re boring and completely without glory?

One that comes to mind is SEO. Search engine optimization is, to be perfectly frank, boring work. It’s unglamorous, it’s repetitive, it’s almost mindless at times. Yet even one person with the right skills can “take the objective” of SEO and dramatically affect a company’s growth. As your sales and marketing teams rush by in their quest for glory with social media, social sales, and the shiny object of the day, it’s human nature to want to follow them, to be in the spotlight, yet if you stand guard at your little snowy hill of SEO, you might have an outsized impact on all your marketing.

What snowy hills are you passing by that instead you should be taking and holding, even when no one else wants to?

p.s. For those veteran WoW PvP players, yes, Iceblood Graveyard is strategically better but because it’s right in the running path of the Horde, it gets lost far more than held with a token force. Snowfall is far easier to hold because no one cares about it.

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Do you have a marketing playbook?

Posted by Christopher S Penn on Jan 17, 2011 in Advertising, Marketing | 5 comments

Football (gridiron or American rugby for my international friends) is an incredibly high pressure sport. It’s a game that’s as much about strategy as it is raw athletic ability and power. In every football coach’s office from junior high to the NFL sits a playbook, a comprehensive guide to strategies, tactics, methods, plays, and insights that the coaching team has had and wants players to learn.

The playbook is practically a bible of football for the team, a way to counteract uncertainty and coordinate players in a fast paced, high-intensity game. Under pressure, players don’t have to try to innovate on their own on the field, stumbling around blindly whle trying not to get obliterated by the opposing line. The playbook and plays in it guide them to make good, coordinated choices under high pressure.

The world of marketing is no different, and the stakes are arguably higher. The life of a company may be on the line with dozens, hundreds, or thousands of peoples livelihoods depending on marketings ability to build business. The pace of marketing is equally intense, from changes in technology making for a highly unstable marketplace to changes in how people fundamentally behave.

Yet many, if not most, marketers don’t have a playbook. Sure, there are artifacts of the golden age of advertising that clutter marketing offices everywhere like brand guidelines binders, but how many marketers actually have a playbook? Do you? Should you?

I’d argue yes, you should. Yes, there should be a marketing playbook, divided up however you want, so that when you and your team are under pressure and the pace of business matches that of a football game with a minute left on the clock and you’re 4th and 10, you know what your team is supposed to be doing. You can coordinate in a tight, compact communication what strategy to execute and with a minimum of confusion, get it done.

What might that look like? It really depends on what you and your team need most. A binder of checklists, a set of mind maps, an actual book – it all depends on your team and what you as the coach need to do to communicate your plays quickly and clearly. Here’s an example mind map of a Webinar play. It’s only a sample, so I’d suggest not trying to make it work as is, since there are a bunch of pieces missing, but it should give you an idea of what the play might look like.

Instead of a lengthy, four hour marketing staff meeting, imagine being able to say to your team in a 15 minute meeting, “Gary, B2B Webinar #2, Mary, 220 email campaign, Harold, funnel 5 on the new landing page. Go!” and be able to have reliable outcomes for each. That’s the power of the playbook, on the field and in the conference room. What’s more, if situations change rapidly, like a good coach, you can tell the team to switch up from 220 email to 168 email with the same speed and accuracy that a high school football coach changes plays from Cornell D to Yale D.

Think about building a marketing playbook for your team if you don’t already have one, and see if it delivers some game-winning power for your marketing team.

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