Author: Christopher S Penn

  • Secure your brand on Twitter RIGHT NOW

    Secure your brand on Twitter RIGHT NOW 1Audio, one of my Twitter friends, pointed out that my Twitter profile for work, financialaidpodcast, is #3 on Google for the term “financialaidpodcast”. This makes total sense – Twitter is perfect Google ambrosia – rapid, fresh, original content, the kind of food that Googlebots relish.

    This, then, is something of a red alert – with Twitter being the belle of the ball at SXSW and its popularity skyrocketing, if you don’t make defensive moves to protect your brands by securing Twitter namespaces, you may suddenly find someone else Twittering using your brand name. While you could get lawyers involved as a countermeasure, that’s a heartache you can avoid right now by securing the remainder of your brand names and identities that are important to you on Twitter.

    Photo by PowerbookTrance, Creative Commons license.

  • Marketing Power Questions

    Mitch Joel asked the Twitterati the following question:

    Interviewing Jackie Huba from Citizen Marketers in an hour – any questions for her?

    Here’s some of what streamed in:

    1. How do you make evangelists out of a one-and-done product/service, where there is zero potential for return customers?
    2. Insights for developing predictive analysis of who is upcoming mover/shaker in a given vertical? Who should you talk to today?
    3. Outside of pure luck is there any way to get a successful word of mouth campaign going in a very short period of time?
    4. Strategies and ideas for dealing with competitors evangelists? (Particularly when they’re paid shills)
    5. What tactics increase probability of word of mouth campaign going nuclear in a good way?
    6. What’s her formula for analyzing value of new media online? What metrics/benchmarks for success in branding?
    7. Your worst nightmare has come true – company’s all over the headlines for xyz scandal. What’s your grassroots strategy?
    8. What things can you do to encourage social media to blog/podcast/etc write about your product/service/event?

    What are YOUR answers to these questions about citizen marketing/grassroots marketing?

  • PodCamp NYC Hotels

    One thing that’s missing from the PodCamp NYC boards is where to stay. No host hotel seems to have been selected. In my brief research, here’s what I’ve found.

    On Travelocity, searching for hotels with free High Speed Internet Access yielded these nearby results:

    • Best Western Seaport – 33 PECK SLIP AT FRONT ST – New York, NY 10038 – $218/night – .39 mi
    • Hampton Inn Manhattan Seaport – 320 PEARL ST – New York, NY 10038 – $209/night – .43 mi
    • Holiday Inn Downtown – 138 LAFAYETTE STREET – New York, NY 10013 – $233/night – .49 mi

    There are other hotels in the area, but Internet access is unconfirmed at them.

    What have you found?

  • Clicktracker code from PodCamp Toronto

    Someone reminded me recently that I haven’t posted the click tracking software I mentioned during PodCamp Toronto. This is it – to use it, edit the URL at the top of the code, then copy and paste it into its own directory on your server, naming the file index.php. Next, link to that directory – for example, https://www.FinancialAidPodcast.com/bumrush/ and it will automatically record a few statistics and then bounce the user invisibly to the destination you want them to go to.

    The statistics it collects are:

    • IP address
    • Date
    • Time
    • Referring URL

    No personally identifying information is collected, unless for some reason you mapped your static IP address to your personal domain, in which case, you probably want people to know that anyway. The stats themselves will be in a text CSV file stored in that same folder, broken out by day. It collects raw clicks, so if someone comes and visits you over and over again, it’ll record it each time.

    Here’s the code:

    <?php

    url=”https://www.christopherspenn.com/youve-discovered-the-missing-link/”; //change to end destinationip = _SERVER[‘REMOTE_ADDR’]; // gathers IP address of userrefer = _SERVER[‘HTTP_REFERER’]; // gathers referring page of user – good to see where clicks are coming fromtimestamp = date(“Y-m-d H:i:s”, time()); // timestamp
    filedate = date(“Ymd”, time()); // creates file-friendly date format for logfile = “filedate-clicklog.csv”; // the log file namehandle = fopen(file, “a”); // open the file in write modestream = “ip,refer,timestamp\n”;
    fwrite(
    handle, stream);
    fclose(
    handle);

    // now redirect the user!
    header(“Location:$url”);
    ?>

  • Cat blogging spaghetti sauce

    Cooking spaghetti this afternoon for dinner. Ingredients thus far:

    • 2 onions, finely chopped
    • 1 clove of garlic, finely chopped
    • 3 tbsp butter
    • 1 cup Riesling white whine
    • 1 tsp kosher salt
    • Cracked black pepper to taste
    • 1 can crushed tomatoes
    • 1 lb turkey meatballs
    • 1 tsp olive oil

    Cook onions and garlic in butter and olive oil until light brown. Drink the Riesling. Add salt and pepper. Throw in meatballs. Add tomatoes. Simmer for a long time. Eat on pasta.

  • Justin Kownacki's Goal: A Cup of Coffee

    Justin Kownacki had a moving and powerful post on his blog, Cafe Witness, about where he is in life right now. Among other things, he highlights questions about the power of positive thinking, negativity, and how things like debt can influence your life, potentially putting you even farther behind than you currently are.

    A couple of excerpts:

    I’m perpetually aware that I’m in debt, and therefore, it colors my mood quite drastically. At this stage, it’s impossible to tell if I’m frequently depressed because I’m in debt, or if I’m in debt because I’m frequently depressed.

    Like attracts like. So, by that rationale — explains The Secret — the way out of debt, depression, boredom or other general dissatisfaction with life is simply to think positive. After all, if we’re endlessly focused on our debt — or that project that’s never done, or that relationship that’s forever on the rocks — all we’re doing is reinforcing our current negative emotions about the situation, and therefore, we shouldn’t be surprised when we encounter more of the same. Subconsciously, “we asked for it.” New Age or Common Sense? Part of me rejects this theory outright. Why? Because, at its base, it seems too easy. Granted, maintaining a positive frame of mind during the most trying of circumstances is anything BUT easy, but if attracting wealth, health and contentment into your life is as easy as wishing for it and then steadfastly sticking to that mindframe… Does anyone else see where my doubts are justified?

    And yet… in the bigger picture, it does also seem to make absolute common sense. Let’s say there’s a guy at a party. He’s got great energy, he’s kind, he’s attentive, he listens when you speak and he remembers people’s names. He’s a charmer, but his charm is natural, not falsified: he’s having a good life. No worries. No stress. He’s not bringing you down. Who wouldn’t want to be around that guy? And, because that guy can essentially have his pick of people to associate with — after all, he’s a hot social commodity — wouldn’t he also want to be around people whose association provides him with what he needs? So he surrounds himself with positive people, fellow listeners, people who take action.

    My teacher’s teacher in the martial arts, Stephen K. Hayes, has a very well thought out and documented approach to dealing with this kind of situation. Justin’s right to say that positive thinking, while a good first step, is not enough. It’s a start, but it requires more than just thinking happy thoughts and trying to be cheerful, because ultimately, on the inside, if you’re not taking action to address the issues, the cheerfulness is a facade that’s easily penetrated.

    The rough plan goes like this. What do you want to achieve? What’s your goal, and how do you measure that goal? For example, if you want to have more money, how much more and by when? Set a goal that’s concrete – “I will have 500,000 net after tax income by December 31, 2008″ – so that the goal is achievable and can be broken into milestones.

    Ask yourself this – what things externally might stand in your way or slow you down from achieving your goals? Maybe it’s a lack of resources – if your goal is to produce a great internet TV series, maybe the old clunker PC you have isn’t enough. If your goal is to earn more money, maybe your boss isn’t willing to give you a raise or change your compensation to a performance-based plan.

    Next – what things do you need to do externally to achieve those goals? It could be building your personal network or getting a raise at work. If your goal is a happier relationship, it could be programming reminders for anniversaries and other occasions into your calendar so that you don’t ever forget them. What are the workarounds for the external blocks?

    After you know what you need to do and what things could stand in your way externally, you have to tackle the internal. What things internally could stop you from achieving your goals? Maybe you procrastinate. Maybe you feel selfish or shy or unworthy of success. Whatever things inside you that stand in your way, catalog them.

    What things can you do, what steps can you take, to achieve your goals? If you’re a procrastinator, how can you alter your habits to change into a do-er? If you’re neglectful in a relationship or careless, what things can you do to be more mindful?

    Once you know what stands in your way internally and externally, and you’ve got lists of things you can take action on to overcome obstacles and move towards your goal, put together a master plan. Maybe even get out a calendar and start marking down milestones. If your goal is increased income, have dates along the way that will help measure the achievements you want to make, the contacts you need to have, and so forth. If your goal is more productivity at work, mark down on the calendar when things need to be done and give yourself some extra time up front so that you can achieve ahead of schedule.

    Then do it.

    Achieving your goals – whether it’s to afford a1.50 cup of coffee or to have a happy marriage, or whatever the case – can be done as long as another human being has done it. At the end of the day, we all have the same human potential for greatness. Stephen K. Hayes said it best: “An average plan vigorously executed is far better than a brilliant plan on which nothing is done. For you to achieve any kind of success, execution is everything. Resolve to do something every single day that moves you toward your goal.”

    And Justin, next time you’re in town, the first cup of coffee’s on me.

  • Tools I use on my Mac

    Whitney just got a new MacBook Pro and is wondering what cool stuff I recommend. Being an avid Mac user, I offer the following list. Items marked with a ($) are not free.

    • AdiumX – nice multi-protocol chat (update: with iChat’s support for Jabber, I use iChat now)
    • Audacity – great editor for audio when you’re not using Garageband
    • Audio Hijack Pro ($) – record Skype calls and any system audio
    • BBEdit ($) – best damn text editor there is
    • Camino – a better browser than Safari
    • Chax – iChat extender
    • Conversation – decent IRC client if you use IRC
    • CoRD – open source remote desktop client if you use MS Terminal Services
    • Cyberduck – great FTP/SFTP client
    • Disk Inventory X – find out where your free disk space went
    • ecto ($) – do a lot of blogging on lots of blogs? Ecto is a great client.
    • Firefox and Flock – for testing and extensions
    • gDisk – turn your GMail account into a disk
    • Gizmo Project – competitor to Skype
    • Gleam – free Flickr uploader for photos
    • Google Earth – the world
    • Google Notifier – menubar GMail and GCal notifications
    • Google Sketchup – 3D software if you like that kind of thing
    • Growl – system-wide notifications
    • Handbrake – DVD ripper par excellence
    • iClip ($) – multi-clipboard tool
    • iStumbler – find WiFi access points on the go
    • Levelator – for leveled audio
    • mAC3Dec – rip any media file with audio into AIFF for use in Garageband
    • MacGPG – encryption
    • NeoOffice – OpenOffice port
    • QuickSpace X – fast MySpace links to common profile tools
    • Second Life – for the world that isn’t your world
    • Senuti – pull stuff off your iPod
    • Skitch – fast, easy to use screenshot maker
    • Skype – VoIP client
    • Snapz Pro X ($) – screen grabber that can also make screencasts
    • Spanning Sync – sync your Google Calendar to iCal and back
    • SpyderX – MySpace friend manager
    • Stuffit Expander – slices, dices, julienne fries, and decompresses
    • Tea Timer – desktop countdown clock
    • Transmission – Lean and mean BitTorrent client – can download Rocketboom HD in seconds
    • TweetDeck – for Twitter power use
    • VisualHub ($) – convert just about anything to anything in video
    • VLC – best video player ever
    • XCast – kind of neat podcast manager
    • XCode – the 900 lb. gorilla of development tools

    What tools on the Mac do you use every day that you can’t live with? Post them here!

  • A spark in the forest

    HBR Ideacast had a fascinating little gem in a recent episode – a twist on Malcolm Gladwell’s connectors (from the Tipping Point). Their version – that unless you have the amplifying power of a network, like Oprah, an idea may not necessarily take off like wildfire unless conditions are ripe for it.

    The analogy given was a spark in a forest. A spark is much more likely to start a forest fire if conditions are right – drought, high winds, etc. – than under normal or wet conditions. Furthermore, you don’t have to be anyone special to be the one that starts the spark as long as conditions are right for a fire.

    If you’re in a forest that is unfavorable for fire, then you need to have more than a spark – you need to have a blowtorch and a few gallons of gasoline. The Ideacast folks made a passing reference to Oprah and her media empire, but what if your media empire is your network, your personal reach? If you have a large, large network that is automatically more favorable to the spread of your idea (because they know you) then the spark you create is more likely to catch and spread than a random network or no network at all.

    Networks are power amplifiers. Your voice can be amplified through your network, made stronger, louder, more clear with the help of others. This is why collaboration is so vital, and why things like bickering and petty politics inside the new media community are so absurd. Our voices together are far louder than any one of us apart. Even the rockstars in our community have comparatively little reach compared to someone like Oprah, who has a much larger audience and farther reach. Together, we could probably match her, but even in little cliques, we’re far from that kind of power.

    This is also why the philosophy of “give to get” works so well in social media. You have favorable conditions in the form of your network, but in order to accelerate a campaign, the fire itself has to be intensely hot so that it catches quickly and spreads quickly. This, to me, comes in the form of value. If what you have to share with your network is of value, it will spread faster than something that is purely self-serving.

    As a marketer, can you make your offering so value-rich that everyone who touches it gains value? This makes me think of network effects and fax machines again. What can you create of value that not only is something that is worth sharing, but as it is shared, it increases the value of what you have? The 2000 blogger project comes to mind – every time you pass it on, you provide value to someone else, but you also get great value as it’s passed on, because it generates continuing inbound links and Technorati buzz.

    This is where I think projects like LinkedIn LION networks really shine – as you build your network, you add value to others’ networks, and vice versa.

    Today’s puzzle: how the heck to do this with student loan consolidation. What can we do here that can make the value of an individual consolidation more valuable?

  • Blog posts that make you cry…

    … are pretty rare. But this one from Charlotte did bring a tear to my eye, mainly because it’s such an honest expression of self, and I’m glad to be able to call her a friend. If it doesn’t touch you, you  might want to check to see if you still have a pulse.

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