Maker Faire 2012 San Mateo

Maker Faire 2012 San Mateo
Originally uploaded by cjaffepickett
I'm trying out Flickr's Share on Blogger feature, while also posting photos from Saturday's adventure at Maker Faire, San Mateo.

Even for folks like me who may not be scientists, but enjoy learning "how things work," Maker Faire is a rare treat. Having been for the first time last year, I really felt like I was seeing old friends again.

Who doesn't love the motorized cupcake, the "Lost in Space" Robot replica, (danger, Will Robinson!) the fabulous Swaparama-rama, the Unicycle people, the Coke and Mentos guys, and the fire breathing dragon thing.

Next year, I'm taking time out to learn silk screening, and treating myself to organic honey and eucalyptus soap, not necessarily in that order. I also want to vacation in the Ikea-esque Tiny House. I don't care if it's 100 square feet. It travels, is made of a wonderful and airy wood, and there's room to sleep and have a skinny person over for potato chips. What more could you want?

Go to the Videotape - 8 YouTube Tips

While working with my communications client, "Anne of Green Gardens," it became apparent through our coaching sessions and marketing work that video was a key focus for Anne, and a crucial element of her future success, particularly since she wants to increase her visibility through public speaking engagements. Anne already has the potential for a solid presence on YouTube, with over 3,000 channel views and a winning online personality, with great mastery of her content. When I examined her videos more closely, I realized, however,she was missing several important steps in maximizing her channel and getting the most marketing miles possible from it.

Here are the 8 pointers I presented to Anne:

1. Not publishing frequently enough
Anne's most recent video upload was nearly 6 months old. Her channel was badly in need of fresh content. I explained to her that she needs to establish a regular video publishing schedule in order to attract subscribers and viewers. Given that public speaking was one of her key marketing tools, videos were a natural extension of this and needed to be center stage. Anne is now going to try to upload new videos regularly--at least once a month.

2. No call to action
While many of the videos had great content, they fell flat because there was no clear call to action at the end of each one. For example, Anne could have asked viewers to visit her website, or join her social media channels, or subscribe to her list and channel to get her latest news and special event information. An obvious call to action would have been to ask people to subscribe and to share her channel. What about repeating your tagline, or telling more of your personal story?

3. Not enough "how to" emphasis in titles
Many of Anne's video titles were vague, and didn't describe exactly what her content was about. Since instructional videos are huge on YouTube, this was another lost opportunity. I encouraged Anne to be very specific in the tutorial aspect of her videos going forward, so she will be more likely to be found by search engines.

4. Information and tagging must be included with videos
One of the SEO keys in YouTube is tagging your video with as much information as possible, so it can be found. If you want to be visible online with video, you need to fill out the information YouTube asks on the upload menus.

5. No channel customized design or branding
Anne could easily ramp up her channel design using the latest YouTube customization features. Adding color, and integrating her fantastic sunflower, which is her business logo, would help distinguish her channel and highlight her fun gardening theme.

6. Not spending enough time commenting on other channels.
Just as with blogging, growing your online community depends on being a "player," and actively commenting on other videos, as well as subscribing to other channels.

7. Review your stats and let them drive your content marketing strategy



I noticed that one of Anne's videos on Citrus Budding had nearly 2,000 page views--significantly higher then many of her other videos. When I viewed the video, I noticed that the content was clear and well organized, but also the video was done inside, whereas many of her other videos were filmed outside. I think the staging Anne created did a lot to focus her viewers on her, without the outside distractions of noise, etc. Anne can use this as market research, and use her Facebook page, where she has a fabulous community, to get more feedback.

PS I didn't know what citrus budding was, and I don't have a green thumb, but I got really into this video, a sure sign that Anne has the persona you need to really inspire folks like me about gardening.

8. Social Media Integration is Key
Anne has a great Facebook community that is very responsive to her updates. Yet, she has hardly any videos on her FB page. In coaching Anne, I urged her to take advantage of the new tab customization features Facebook offers, so she can actually copy the code and embed her videos right into her FB page. Companies like Tabsite and Lujure offer cool templates just for this purpose.

Now, over to you.What do you think of Anne's channel? Do you have any helpful hints to add? Take a look and feel free to comment here or on her YouTube videos!


-Carrie Jaffe-Pickett
writer, editor
@carriewriter
carriefreelance.com

Planning Your Publications:10 Reasons to Craft a Blueprint

I've been planning and producing publications such as newsletters and magazines for 20 years now, and one of my key ingredients for success is creating a thumbnail, or blueprint. Of course, having a Story Lineup list consisting of all the articles planned, who is writing them, and relevant artwork and graphics, is also crucial. But having a visual roadmap is also essential. Here is why:

1. If you're working with a graphic designer, it's important that they have a sense of your vision of the layout, which can't be accomplished as well through written notes. The thumbnail shows how you want the visual plan to be represented.
   
2. If you are producing and designing the layout yourself, you still need a visual guide to keep your plan under control and running smoothly. It's a great reminder to stick to the plan.
3. If any photos or graphics are missing, the thumbnail is a reminder of what is still outstanding as you progress through the various stages of layout.
4. The thumbnail allows other contributors to see the publication plan ahead of time. If they are responsible for recurring articles such as editorials, columns or departments, it reminds them of what content they will be responsible for each issue.
5. Once layout has started, it costs time and money to start rearranging the stories, or even changing your mind about what the lead stories and priorities are. The thumbnail helps decide this early on, and serves as a "pre-editor."
6. If you are planning specialized content or sections, the thumbnail allows you to conceptualize this in advance, so you can plan how that copy relates to your standard editorial.
7. Sometimes, photos and graphics don't come in as planned. Maybe the photo was poor quality, or that new department logo got postponed. Having the layout in front of you allows you to easily make adjustments in the spacing, such as adding a story if needed, or enlarging the other artwork to compensate.
8. After the publication is printed, comparing the thumbnail to the printed final is a great learning exercise. What remained consistent from plan to final? What changed? If there are repeated changes in ine area, chances are you need to evaluate that content and plan more effectively.
9. Mailing and postal issues: planning in advance means that you can organize your postal information, such as your indicia and postal permits. If you have changed your address or you are starting a new publication, the thumbnail is a reminder to get these details organized. You can even show it to your postal representative ahead if time so you can address any mailing issues.
10. Finally, the thumbnail is a great tool if you need to expand a publication from the length it has been running. The blueprint can be used to show others what the newly expanded publication would look like, and can help support your cause by showing that you have thought it through and can speak to the visual look intelligently.

What about you! Do you use a thumbnail or blueprint, or do you have other planning tips you'd like to share in the comments?

 

Marketing Monday: 1 Page Marketing Plan Jumpstart

In working with my new gardening client Anne, one of the first modules I organized in our coaching sessions was "Mastering Your Marketing Plan." Anne's side business of gardening tips makes a great case study, in the sense that she already had a lot of content and tools developed, yet she is still frustrated and feels like she is going around in circles. While Anne has some projects in mind such as publishing books and doing more speaking, in my coaching I have brought to her attention that her website is not where it needs to be in terms of attracting leads and engaging visitors, and making it clear how to hire her, for example. I was also concerned that the book project would overwhelm her, and some of the more foundational aspects of her business, like a mission statement, tagline, social media strategy, and market research, has not yet been thought through.

The thought of a written marketing plan hadn't occurred to Anne, but it was one of the first suggestions I made to her when we agreed to work together. It may sound cliche, but there are so many small business owners who start launching websites, books, videos, social media profiles, and newsletters, without the slightest idea who their target customer is. Isn't that like cooking a ten-course meal without any udea who is going to be eating it?

Anne was open to working this way, but wanted me to make my case, so here it is. I needed to break down for her the three main benefits a plan would provide:


1. written goals and objectives within a specific timeframe

2. specific criteria for making decisions on new projects so as to avoid "overwhelm"

3. parameters for money and finances. For example, how much do I want to make a year, or a week, or a month? How should I price my products? What can I afford to spend on marketing?

The first draft of the plan template was several pages, but Anne told me she needed something more simplified and compact, so here is the one-pager I came up with.

I'm super excited about helping Anne realize her dream with her business. In the few weeks we have been working together, Anne has already:

*committed to the Marketing Plan and through that, a checklist for filtering new project ideas so she can stay focused

*arranged to have her next speaking engagement videotaped, and if course uploaded to her YouTube channel, which had been neglected

*decided to update her current website with several significant tweaks, including moving up her subscribe icon, adding a press area including a Speaker Sheet which I'm writing for her now, and adding a "Hire Me" tab with details about her speaking program

*launching a monthly e-newsletter using Constant Contact, so she can grow a community of subscribers and enjoy some content marketing

*research venues where she can speak that would be able to pay her more lucrative fees as she gains more experience

*identify and study her competition, and make note of her likes and dislikes to help shape her own business model

Anne is passionate about gardening and her business, which is the foundation of any entrepreneurial endeavor. I'm so excited for her, and I think in the next few months her business is really going to blossom!

What say you? Have you tried a marketing plan for your business? What have been your challenges and triumphs? Comment here, and feel free to use this one-pager to jump start your biz!

 

Marketing Monday: Chicken Adventures

On Saturday, inspired by the unusually warm weather, we headed out to cooler spots in the Bay Area to relax, unwind, and in particular, look for a tasty chicken meal--ideally, barbequed. Since neither I nor Mr. Pickett claims grilling as one of our primary talents --the last attempt resulted in heavy smoke, charred meat, and an education in the fire extinguisher--we felt seeking our meal elsewhere was a logical goal.
Destination #1 was a roadside grillhouse a friend had recommended. When are arrived, there was a long line, so we did some other errands first. Half an hour later, the line was gone but the place had shut down. "Out of food," a guy told us, happily snacking on what was apparently the last takeout order of the day. "Sorry," he said. "This place always runs out of food by 5," he added, apparently in the know.
So I'm thinking... If you have a strong enough customer base that you've got a line to get in from 11am until 5, why lose profit on the lucrative dinner crowd? Stock more food (plan ahead) so you can stay open, and if you don't have enough room, expand. You're losing customers to your competition, plus you can charge more after 5 pm, because it's dinnertime.
Destination #2 was a British styled fish and chips house we had also wanted to try. I think we probably could have flown to London faster then having a meal at this place. After placing our order, we waited nearly 40 minutes for our food to arrive, as did many of our eating companions, as we looked around. A few glimpses into the small kitchen showed some overwhelmed staff in aprons, loking stressed and covered in flour. Not inspiring. What was inspiring, however, was the shocking speed at which the takeout orders were being delivered, however, with a steady flow of customers who had called ahead, happily picking up their chicken and fish and chips. Those in the know knew to order ahead. When the food finally arrived, it was oversalted and not so tasty, readily answering the question: will we come back? No!
But I'm still thinking...if the waitress had communicated to us how long the food was going to take, we could have planned accordingly and gone for a nice beach walk while waiting for the not great food. Even... a sign to that effect would have helped. Also, how about a dedicated window and cook (segment your audience) just for the takeout people, so the onsite dining folks wouldn't have the long wait. Also, shouldn't you treat your live guests at least as well as your phone-in customers? Also, in one hour's time, not a single smile from anyone. Hmmm...
Destination #3 -Safeway. Having all but given up on the chicken dinner, we turned to Safeway as a last resort. I'm not a huge fan, but the selection and pricing are generally good, so I was excited about picking up a crispy chicken. Over at the roast chicken area, one lone dish sat under hot lights. About to add it to my shopping cart...when it appears to be partially eaten! A quick alert to one of the managers is only minimally minimally reassuring, as he doesn't seem that concerned. As Seth Myers would say..really?
So of course I get to thinking...grocery stores should have better packaging so that their prepared foods can't be so easily opened and closed, not to mention sampled and put back! If they can't monitor the quality control over their food, they should limit their service to over the counter only. Also, managers, upon seeing there is a problem, should offer customers coupons or some kind of promotion to make it right. I believe Safeway has a points system, right?
Destination #4 is Pronto Wood-Fired Pizzeria & Rotisserie. I'm listing the name and including their link, as I saved their business card, because the place rocked. A tasty whole grilled chicken, served with roasted potatoes and foccacia bread, was reasonably priced and ready in 5 minutes. Plus, our server was not only friendly, but gave us coupons, and let us know he delivered to our zip code area...ha!
So I'm naturally thinking anew...here's what work in business:

• service with a smile (it's corny but it works); maybe even start a conversation so customers know you want to engage with them.
  
• be speedy and include extras ( bread and potatoes). Value added.
• provide reasons for your first-time customers to come back, like coupons and other discounts.
• be organized and always be shipping!
• Segment your audience and deliver what's most relevant to them at the time.
• communicate clearly and often about your unique offerings
• offer choices
• set up systems so you can be efficient

So how about you? What real life situations double as marketing lessons, and what did I miss?
 

7 Cool Ways To Use Your iPad for Client Projects

Anne has a pretty website and many social media profiles, and she is super knowledgable about gardening. But she needs help monetizing her business and focusing. I'm looking forward to rising to the challenge with my 1 month coaching package, and will post highlights of my work with Anne in the coming weeks...so stay tuned.

I just started working with my cool new client, Anne of Green Gardens, and I realized that in many ways the iPad works as a great Client Manager, providing one-stop shopping for many of the productivity functions you need with client work. Taking screen shots, organizing work folders and documents, and scheduling appointments and timetables, can all be done easily on the iPad. Take a look...

1. Skype iPad App for coaching phone calls. An economical way to communicate by phone with clients, plus a recording of the call (make sure you have permission) allows you to create a transcript for marketing purposes.

2. Notes is a great tool to jot down comments and observations, which I can later email to the client. Also, if I title each Note with the client name and number them consecutively, I have all my notes in one place, which I can easily convert to blog posts, or an ebook, or a handy guide to present to the client once the project is finished, and keep for my website as a project gallery.

 

3. The latest IOS 5 features a new photo tool that allows users to organize photo albums. Once I took note of this, I realized I could take screen shots of all documents, websites, and any other graphics that related to my project with Anne. Just create a new album, select the photo that fits the album theme, and it automatically is added to the album. This serves as a great project organizing tool, allowing me to keep in one album documents such as project proposals, invoices, copies of payments, and even screenshots of online resources and tools. I can also add music from my iTunes library snd create a nifty slide show, which I can use as a summary for Anne, and to show prospective clients.

4. One of my favorite Twitter apps is Twittelator, and when I feel the urge to tweet about a great milestone moment with a client, I love how easy it is to upload a photo from my media library to accent the tweet!

5. Blogsy, which I'm using to write this post, is a fun drag and drop blogging tool that also integrates with your media library, and doesn't require any coding or HTML expertise. I plan on writing about various aspects of my client work with Anne, and publishing it using Blogsy. I can easily add photos that I've already uploaded to the Photo library and to my albums.

6. Who doesn't like some relaxing music to work by? I love listening to Pandora and having relaxing tunes in the background.

7. The iPad Calendar allows me to enter any important milestone dates, meetings, and phone calls, right onto the calendar template. By creating a new calendar, I can give me project with Anne's its own color coding, snd it also synchs with another Outlook calendar I use.

So, what cool project management tools did I miss? Do you use your iPad for client projects? Do you have any advice for Anne if you got a chance to review her website?

Share in the comments here, and stay tuned for more about Anne!