Hello, my name is Proof.

The man on the other end of the line said, "We can't do your plan." His organization is struggling to maintain relevance. He knows it but he's frozen in time waiting for something he calls "proof". Meanwhile, another man calls with a similar predicament. His business isn't near the end of its life but he's halfway through the year and not remotely close to achieving his sales objectives. What should he do?

The two men don't know each other but they have heard the same thing -- social media and search engine optimization could be part of a solution. But is it one or the other? They seem like competing interests. They're not. They may be competitors but they are not mutually exclusive ideas. And, I'm not the only one saying it.

This past weekend Web Pro News wrote, "Most savvy webmasters have learned by now that they can't rely on Google rankings alone to drive traffic. This is why social media opportunities presented by networks like Facebook and Twitter have become so attractive. The way people search and obtain information is becoming more and more diversified...the importance of ranking in a completely natural, organic search has become greatly diluted over time...it's getting harder to rely on as well as less critical for discovery."

I know what you're thinking, "That's just another opinion. It's not the kind of proof that your prospect is looking for." Well, my friend, Proof usually doesn't come walking in the door at 8AM. Proof is busy working. It works around the clock. Sometimes Proof seems to contradict itself. Other times it's the perfect manifestation of our best efforts. Either is fine if you know what you're measuring and if you're flexible enough to tweak the plan.

Wait! Proof has entered the building and is in a talkative mood. Let's listen in.

"About 6 months ago Bigfish launched the Starfish Strategy for a local boutique realtor. The results have been part of a record Spring season -- best in 5 years in the worst market perhaps ever. Web site traffic has multiplied by four; Facebook fans by 10 fold. The client's average page position in Google is 3 or higher. While about 1/2 the traffic to their site comes from Google (paid and organic) a full 20% comes from Facebook and respectable percentages from Twitter. The Starfish Strategy has also produced five figure views of home-tour videos on YouTube and makes over 200,000 impressions per month via keywords and interests tied to the client's Google and Facebook ads. The client has even slashed their print ad budget to nearly nothing." Proof, who is becoming bored hearing itself talk, ends the riff and heads back to work.

Hmph. Well, maybe I was wrong. Sometimes Proof does come walking in the door. Want to hear it for yourself? Talk to me www.twitter.com/timbigfish

The Social Web and Really Cute Shoes

The question from the audience was simple. The response was equal parts a first step toward the social web and a fashion tip -- accessorize.

He asked, "Won't these social plugins and sharing utilities seem out of place on our old web sites?" I couldn't help myself. The audience was nearly 70% female and a guy was asking what essentially was a fashion question. My response was this, "Ladies, should last year's dress keep you from rocking this season's cutest shoes?"

Sure, from a technical point-of-view the social web is about web parts that are easily identified by users and shared via APIs but the spirit of it is embracing the cultural shift toward participation and enabling users (not search algorithms) to determine what is relevant on the web.

The social web is not a fade but it may seem fashion forward to those from the Information Age. Still, having a web wardrobe that isn't "this season" is no reason to hide yourself in the closet. Develop a strategy for stepping out. In the meantime, accessorize your current site. There are plenty of affordable ways to do it. By the way, I hear that it starts with the shoes (or, the addthis utility).

Talk to me twitter.com/timbigfish

Five and One for 2010

The last decade brought a significant shift in the way that brands communicate with their prospects and customers. Consumers invited brands into their lives in ways no one could have imagined and they intend to maintain this new paradigm.

Indeed, 42% of all online adults and over half of youth surveyed by Forrester have expressed a continued desire to interact with brands in social media. That’s right! In the age of TiVO ad skipping and anti-spam technology, your customer said

“Go ahead. Tell me your story. Let’s be friends. I’ll introduce you to some of mine. But, I get to choose when and where.”

"When and where" manifest as these 5 things:

1. Mobile Everything – over 750 billion text messages were sent and more than 50,000 apps where created. And, that was last year alone. All of this in the name of being connected. Customers are surfing in carpool lines, prospects are texting during business meetings, and they’re all willing to let you in.

2.Twitter – some brands connected to hundred others to dare I say thousands even millions of prospects, fans, and customers 140 characters at a time. Nothing much was said, but some sweet offers were made (i.e. JetBlue unlimited airfare deal). Meanwhile, what we learned about one another through the trivial initiated the bond needed for meaningful dialogue.

3. YouTube – if you’re a young male adult Axe for Men has something just for you. But, not on their web site. That’s old school. Visit their ‘channel’ for funny videos and product promotions. Then, pass the fun along to your friends. Oh, it’s not just for the kids. Over 1 million people visit YouTube everyday. Some just smell better than others.

4. Google – Einstein said, ‘never memorize anything that you can look up’. Wow! If he only knew. 1 trillion people ‘google’ each day and within seconds have contact information, promotional offers, product reviews, maps to locations, and if they are so inclined over 2 million results for the connection between energy and mass (e=MC2) alone.

5. Facebook – 350 million people use it and half of those folks use it every day. Some of the users are old enough to be your mother. Heck, some of them are. And, much of their time is spent letting friends know which products are their favorites. “I’m a fan…”

But you knew all of this didn’t you? Yet, you’re blowing it off because you think it’s silly to ‘tweet’. And, in and of it’s self you may be right. But, these are the rules to a quickly evolving game that you’ve been invited to play.

So, here's the 1 thing you need to do for positive results in 2010:

1. Create a Plan -- develop and implement a strategy to optimize these new platforms and consumer behaviors. It’s THE one thing you must do now. And, Bigfish has the know-how to do it. We call it the Starfish Strategy.

"Like?” Reach me www.twitter.com/timbigfish. Let's talk about it.

George, I Want to Play

They are five simple words, “George, I want to play.” The economy of words is priceless. And, in the Participation Age they are everything.

Here’s the deal. A Memphis radio sports talk show legend plays trivia with his listeners. He has one simple rule, tell him that you want to play the game or you don’t get to play. It’s serious fun (if there is such a thing) and it’s the only price for admission to the contest. Knowing this phrase is even more important than knowing the correct answer to his trivia question. For without knowing and practicing the rule the listener is ineligible. And, when you don’t play you can’t win.

Think about Internet marketing in the same terms. You have to participate if you want a chance to develop customer relationships. Today’s game is played in the social media realm on platforms like Facebook, Twitter, YouTube, and Flickr. You’ll need a plan if you want to succeed. That’s where we come in.

At Bigfish, we implement Internet marketing tactics via the Starfish Strategy. Our plan integrates social media with search engine marketing. It initiates conversation with your prospects and customers in venues of their preference. Its objective is to move the participant to your web site for an extended conversation about your brand. And, ultimately create a chance for you to win.

Interested? Let’s talk about it. Find me at www.twitter.com/timbigfish. Just say, “Tim, I want to play.”