Nick Cifuentes

Influencers.

Yes, you…the man in the corner of Starbucks sipping your vanilla late. You, the young blonde typing away to the world, using your ‘content’ to help unite others. You, the young man with a camera strapped to your head, broadcasting to the world your every moving moment. You, the brand.

You, I, and the other 10 percent of social media website users are the so called influencers. A new study by Rubicon Consulting reveals that those who dominate social media conversations are most likely to influence their peers. The study confirms that 80 - 90 percent of user-generated content is produced by less than 10 percent of users.

You, the brand.

Now, let’s think about a recent poll Forrester Research conducted that declared social media as now a ‘mainstream’ activity. It said 75 percent of Internet users participate in social media, whereas only 56 percent participated in 2007. Also, 48 percent of the poll-takers said they read a blog at least once a day. And 69 percent of them said that they are ’spectators’ of blogs, that is up from 48 percent the previous year. When it comes to writing product reviews on websites, 37 percent said they take part in this activity, up 25 percent from the previous year. And 19 percent collect content through social bookmarking and RSS feeds, up 12 percent from the previous year. And 21 percent said they publish a personal blog or Web page, a small increase from 18 percent the previous year.

You, the brand.

Online retailers also take advantage of this space, a survey by the Opinion Research Corporation found that 85 percent of social media users believe that companies should interact with them through social media. And Emarketer recently reported that only 7 percent of the public believed that companies should not be in the social media space at all. In that same report, despite the call for companies to ‘go all in’ with social media marketing, many ecommerce websites are fairly new to the social media space.

In the same report, it was said that Facebook garnered 32 percent of companies interest when testing the social media space, with MySpace coming in second @ 27 percent and YouTube @ 26 percent. That then left Flickr with a 5 percent share and another 10 percent scattered about on various other social networking sites.

You, the brand.

OK…so what does this mean? Let’s think about that a second. With the economy falling apart, and not getting up anytime soon - people are turning to social networking for marketing as an escape. An escape from what though?

The old, historic ways of traditional marketing are simply becoming too antique in design. This old model has been turned upside down. This process started with email, but that led to a filtering system that was simply too clogged, and as not effective as when first developed. Now, with a filtering system that has expanded, in large part to social networking sites, technology has allowed the average person to create audio, video and text products that rival the traditional marketing channels of old - such as radio, tv and print medias.

The idea is simple - we must adapt. There is little choice to resist.

And from the points made to begin this article, the transition has already started. Social networking is a tool that clearly has the capacity and outreach to succeed. You consistently listen to people in the marketing sectors and those who believe social media has become overused and the channels have become too convoluted.

But have they really?

You see the numbers above - such small percentage of users even actively ‘influence’ those channels - while the numbers of just basic participants are moderate at best…but hardly overwhelming. Consider the the number of Internet users worldwide, only about 1.5 billion people use the Internet, only about a 1/5 of the worldwide population, according to InternetWorldStats.com. And just a mere (very, very small) percentage of those users take part in social media at the moment.

So, for the naysayers to excuse this new wave of communications as a ‘phase’ is simply foolish. It really is.

Branding Will Work.

If you casually take part in the social media streams, it will be hard to negotiate who is an ‘influencer’ and who is simply a passerby. But the shock factor these major ‘influencers’ trigger is quite impressive. No, they aren’t stats that are going to blow your mind away, nor can they be tracked in an uncomplicated manner. But these influencers that are found on social networks, such as blogs, video, audio and micro-blogging websites have surfaced in the past two years and truly have become growing ‘brands’ themselves.

I know it’s a bit of reach to go out on a limb like this, but the effectiveness of their ‘campaigning’ can be found in in their following. These are not just individuals who garner a number of links to their website based on Alexa rankings, these are people who have the creativity, energy and charisma to capture an audience, keep them involved, and keep them coming back for more. Doesn’t that sound all too familar?

Now, there are many people to mention, but personally, people who I think effectively market not only their own service, and help influence others to take part in social media - but are individuals who have created an effective ‘brand’ of themselves. Now, of course, 99 percent of these people do what I do, Internet marketing & consulting of some kind - but those are the ones who have the most ‘play’ inside the networks and can become the influencers necessary to gather an audience quickly.

Let’s take a look @ a few:

Chris Brogan, a brilliant mind who has been involved in social media for a number of years now - has quickly put himself ahead of the pack when it comes to influencing his field - now that is from a marketing perspective.

Another person who has done a good job at influencing her field is Liz Strauss - an effective online marketer with a large influence in the field - prospect from the marketing field.

Now, that is just two of the many major ‘marketing brands’, but I think some truly effective influencers in the field are not the major marketing professionals, but the personalities that have the opportunity to use many characteristics to brand themselves. And through that process - bring in other influencers and outside attention themselves.

Justine Ezarik.

My first influencer, who is not in anyway a major marketing expert, but more a growing brand is Justine Ezarik. She is young, energetic blonde, that started off lifecasting herself and every moment by one of her many cameras, be it in coffee shops, at work as a designer - video editor, or even through a camera in her car - she started that way and grew herself into an internet phenomena. Now, she is one the growing ‘brands’ and from what I have seen, doing many Internet and TV shows, traveling all over, and all because she wanted to create herself as a brand. She engages an audience, keep them interested, and returning often. And speaks @ many social media events across the States.

Gary Vaynerchuck.

Another major influencer is the one and only Gary Vaynerchuk. His wine knowledge propelled him from a successful Northern New Jersey wine store owner into a internet marvel - all because of his wine knowledge, energy, charisma and passion for influencing others. He has turned a daily wine video blog into appearances on Conan, Ellen, Mad Money, Nightline and more. He speaks often @ social media and Internet marketing conferences across the country - his energy is unmatched; and has put him into a position to market himself as a business consultant, speaker and social media expert based on his personal experiences.

Gary has a massive following, and has influenced many across the world to not only take part in wine, his field of expertise, but social media as a whole. He is a brand that has truly blossomed in the past year - in a very large way! He has even put together his own wine cruise, on massive cruise ship - that is impressive!

Sarah Austin.

Next on my list of great branding entrepreneurs is Miss Pop17 herself, Sarah Austin. This Manhattan-based lifecaster and video journalist graduated from the line of those trying to get into major technology shows, to being invited on a regular basis just a year later. She is based in Manhattan and concentrates on the new cultural phenomenon of online micro-celebrity. She interviews other Internet stars, both established and growing.

Justin.tv & Mogulus.com

Another original that took lifecasting to the forefront, and provided the platform and idea for many of the above influencers to start on are the geniuses @ Justin.tv They have created a platform that allows anyone in mere minutes to begin lifecasting yourself. Why would you do this - you might ask? Well, that seems like another blog entry soon to arrive, but my guess is that everyone wants to be seen in some way, whether its online, in person or through some other manner - most people who go on these lifecasting channels, such as Justin.tv just sit in front of the computer and chat with viewers through instant messaging - pointless…yea, I would say most of them are…but if you do it right - you can market your brand to the fullest.

As in blogging, high quality content is the most effective in driving interest, so when it comes to video, (for you lifecasters) please think that way - be relevant and produce high quality, interesting video - and you will see yourself blossom into success. Sure, there are other factors involved, but content, as in blogging, SEO and beyond - remember, it is the most important. Another notable lifecasting platform that I have to recommend is Mogulus.com - similar to Justin.tv - but Mogulus features the ability to mix multiple live cameras, import video clips, and overlay graphics…so if you are thinking of lifecasting - check them out as well.

Julia Roy.

One last growing brand, my personal darkhorse at the moment - and one that I think can really push herself into the limelight, is my fellow tweeter - Miss Julia Roy. I have only seen a little bit of her in the public eye, but she has been mentioned as one of the top graded twitter-ers, and also has been a guest on the Pop17, as mentioned above. I don’t know what it exactly is…but I believe she can do what the others are doing just as well - she has a new feature coming out called ‘tweet-week’ a video blog that will offer tips, insight, and more to the twitter community and beyond. Keep an eye on her…I am calling it now. (Gotta do it now JR).

Where Are We Going?

In the deep bowels of social media and personal branding, their is a secret to all of this. It is you.

There are many other popular Internet stars and budding personalities - many more than the few I have mentioned above. And they are all branding in some way or another, but most importantly - they are all influencers. They are the ones that are going to capture you, or your friends, your family, brothers, sisters, and so on - the influencers. It is these individuals who will help grow traditional marketing and its antique manners into a growing platform social networking has yet to really establish. Where it is going…it’s truly a waiting game to see how things play out. But just remember, it is we, the influencers, that will keep social media growing into something truly amazing.

fin.

With the economy in such a wonderful state of mind these days (wink), it seems their might be some bad news for digital advertisers. According to a PubMatic report released this week, the price advertisers are willing to pay for ad space online is down 27 percent this year.

PubMatic tracked the sale of display ads through ad networks on Websites in more than 20 different topic areas, and saw that ads on social networks fetched the smallest price per thousand eyeballs - 21 cents. This is down 22 percent from the second quarter. Ads on sports sites were the next lowest at 25 cents, followed by ads prices on entertainment sites, which saw the steepest drop, to 33 cents.

Ads on business sites, as well as finance sites saw some high prices, at close to 86 cents, but that seemed down 22 percent from the second quarter. Web sites about technology were the only category that didn’t see ad prices fall - they remained at a static 57 cents per thousand eye balls.

Although the above seems not so promising, ads on small webs sites, those websites that get fewer than 1 million page views per month, sold on ad networks for three times as much space on big sites with more than 100 million page views per month. And get this, the average advertiser paid 61 cents for every thousand pairs of eyeballs that viewed their ads, as compared to 18 cents on large sites.

This focus is because of one my favorite aspects of smaller websites, niche content. Niche Content works brilliantly because advertisers can reach a much more targeted audience. When you don’t go through an ad network, you KNOW who will be viewing your ads, and are much more likely to yield a stronger ROI.

But, GigaOM brought up a great point this week as well, analyzing whether people even bother to look at display ads any longer.

What are your thoughts?

Although this might be slightly old news, it still something worth writing about. A new report from Peter Schilling, the Director of IT @ Amherst College, said that 438 students who enrolled at Amherst this fall, 432 had joined the Amherst College Class of 2012 Facebook Group by the end of August (classes started the first week of September). Schilling also said that 3,225 posts were made in the group by that time.

To think that only six students out of an entire class are not on Facebook is quite an astonishing fact. Over the past four years Facebook has become a second language on college campuses nationwide. Ask almost any student what ‘friending’, ‘poking’ or ‘leaving a message on someone’s wall’ means and they will be able to tell you almost instantly.

Facebook is your identity.

For many teenagers, college students, young adults, and even adults; Facebook is simply irresistible. It honestly is. Just look @ the numbers:

• Just this past June, Facebook became the largest social network by reach at 132 million uniques, a 35% jump from the end of 2007, according to comScore.
• Facebook’s user base grew by nearly 25% to 102 million active users. Facebook nearly added 20 million more members during the third quarter, 80% of which came from outside the U.S.
• 17 countries now have more than 1 million Facebook users: United States, United Kingdom, Canada, Turkey, Chile, France, Australia, Colombia, Venezuela, Italy, Sweden, Denmark, Norway, Spain, Mexico, Hong Kong, and Argentina. South Africa and Belgium will be next to cross the mark.
• Facebook’s torrid growth in Europe and South America has continued. 10 of the 15 fastest growing countries in 3Q08 were European; 3 were South American.

Despite the international growth, Zuckerberg (Sir Mark), recently said in a German Newspaper interview that the company is focused on growth first, revenue second.

Sir Mark said:

“What every great internet company has done is to figure out a way to make money that has to match to what they are doing on the site. I don’t think social networks can be monetized in the same way that search did. But on both sites people find information valuable. I’m pretty sure that we will find an analogous business model. But we are experimenting already. One group is very focused on targeting; another part is focused on social recommendation from your friends. In three years from now we have to figure out what the optimum model is. But that is not our primary focus today… Growth is primary, revenue is secondary.”

And when asked about a potential IPO:

“No, we are really not planning to go public. For the next few years we are really focused on user growth.”

Finally, when asked about why the company is allowing employees to sell up to 20% of their vested shares (up to $900K), Zuckerberg answered:

“We are not going public for a while. So we want the people to have enough money to life [sic] for the period of time until we go public. In the early days of Facebook I was able to get $900,000 dollar of liquidity. That made a pretty big deal to me. We want engineers or other people in the company don’t have to worry about simple things.”

Facebook Futures.

Recently, Zuckerberg spoke @ the Future of Web Apps Expo in London - although mostly a controlled PR show for web app companies; Sir Mark hinted at a few things, most interestingly the theme of ‘enabling people to share’.

Some interesting tidbits from the event: (thanks to insidefacebook.com)

• The vision of Facebook Connect is to enable people to do on the rest of the web what they currently do on Facebook.
• There’s no firm launch date for Connect, but it’s expected to be within the next few months.
• As everyone already knows, Facebook does not want to encourage third party applications that are only interested in occupying profile space. The recent redesign has been specifically developed to encourage applications that enable sharing between users. Part of this is the prioritisation of feeds over profile boxes.
• Talk of the payment system was downplayed, and was even referred to as “the rumoured payment system.” (It’s more than a rumour, given the solicitation for developers to sign up for a beta programme last year, but obviously there’s nothing to be announced imminently.)
• Mark talked about his loose theory of a “Moore’s Law” for content sharing: the amount of sharing that goes on is growing exponentially over time.
• Asked about Open Auth, Open ID and other standards initiatives, the view expressed was very much along the lines of not having done it yet as opposed to not wanting to follow open standards at all. Mark’s view of Facebook as it stands was that “It’s more closed than we want it to be.” However, he believes Facebook’s implementation of things such as the Platform APIs and FBML are more developed than their open standard equivalents.
• Asked if he would build Facebook (or any web application) the same today as he did four years ago he said no, especially given advances in cloud computing and the availability of other sites-as-platforms.
• Despite running a multi-billion dollar company, he still goes into the code base and fixes bugs from time-to-time as a way to keep in touch with how the site is being developed and abstracted. (Still doing the dirty work…what a guy!)

To see more about what M. E. Zuckerberg had to say about Facebook, see his BBC interview here & his FOWA interview coming soon here.

Final.

Whether you are a student, e-marketer, or just a normal someone (wink), you know where this is heading - Facebook is growing daily, and your just a small part of that. So go ahead and look @ those pictures from the rager last night…look @ those party invites you have yet to confirm, go write on Steph’s wall about her new dog pictures…go nudge that other someone, go see what the class is saying about the new Physics professor, go watch that video with that kid getting hit in the nuts with the soccer ball, go see how many comments you have that partially naked photo of you that you just ‘had’ to get up on the site as soon as you got back from the party, go add that fun application where you can send growing plants to your friends and let’s go buy fake gift icons for a $1 and send them to everyone too.

I am not making fun…I take part in this revolution daily.  I just always like to step out of the ‘branding’ work I do on a daily basis (sometimes it feels much more often) and realize the actuality of the framework in this platform.

It really is amazing…or scary.  You choose.

Fin.

Doing my normal everyday thing, that’s what I like to call it, I came across the Obama ’08 iPhone Application – just released today.

I expected this. I think we all did. Just look at how this election has boiled down with only 33 days left until we vote for our next “great” leader.

The application features a “unique” look at the Obama campaign – you can see first your contact list is separated by states and you are able to call them to tell them to vote for Obama, or organize a fun political retreat easier. Like your going to do that!  Just kidding. And it also does the normal things you might expect, such as receiving updates, news, finding local events using the GPS features, watching multimedia clips and Sen. Obama’s view on the all the issues, which you can look up in a very easy manner under the issues tab.

This just expands on the face of social media, and how each candidate has approached this upcoming election. For example, each candidate built a website that is very ‘social media’ friendly, with both taking a Web 2.0 approach.  At the same time, on the Obama website, you can follow him on Facebook, MySpace, YouTube, Flickr, Digg, Twitter, Eventful, LinkedIn, BlackPlanet, Faithbase, Eons, Glee, MiGente, MyBatanga, and AsianAve.

McCain’s website has a similar look and feel, but a little too obvious, like there trying too hard to be something there not – if you know what I mean.  He put something together called the McCain Community; you can go and personalize news feeds, a blog, etc…but offers little reach to communities outside of his own – besides his links to a MySpace, Facebook and YouTube channel to follow him on.

And it makes perfect sense – Obama is ‘for change’ (guy says that), and is the choice of many young voters; who through social media, have been involved in this pre-election nonsense that began more than two years ago when candidates were preparing to make their run.

But with candidates taking advantage of Facebook and MySpace, using the all-famous, but not very successful CNN YouTube debates; this all has culminated to an end point where you would expect the voter turnout to be massive – with such a younger population involved.

Will that be the case?

Probably not – I feel like we heard that same message four years ago – but again, these social media applications and tools were not what they are today – so of course it is possible.  But naturally, you have to aim high, and expect low.

To close this wonderfully short posting – the Obama iPhone Application – even if you don’t like him – take a look @ it – another priceless application. I am just curious what McCain will counter with?

Fin.

As Democratic Sen. Joe Biden and Republican Gov. Sarah Palin prepare to square off tonight in the first Vice Presidential debate, I need to step back to a moment last week and talk about something Twitter launched for the election – that has the social media world stirring in its belly.

For the presidential debate last week, Twitter launched a niche application site called Twitter E08 that focused directly on the presidential election campaign in the United States. The website worked by simply filtering twitter messages (tweets) from all users by certain keywords and aggregating these messages into one page.

In addition, a user can go directly to the section on the website and send a message directly, and it is seen in the twitter timeline immediately. I love the idea of this, as does the community – if you head to the election page – you see it is constantly updating – the interaction is priceless, or useless…depending who you ask.

By promoting the election – Twitter has finally begun to think about ‘micro’ sites within Twitter that will not only aggregate conversations, but build out ‘channels’ per-say of different topics, sports, fashion, marketing, schools, and dare I say ‘business’?

Let’s walk into one of those channels, oh, look, a big transition ad for the NFL.  Oh look, now were in the football channel – with 543 other people talking about football. You see my point. I am not against this at all.  I am actually 100% for it.  I am sure Twitter is tired of hearing criticism surrounding their business model and how they generate money.  I think this election is the starting point for something ‘big’ twitter is considering doing.  Twitter is run by a group of 20 people, that’s it!  I am sure their partner channels and VC funds are well stocked, but naturally you think ‘bigger’ and growth.

I know we would hear endless people complain about a new layout, if the site were to take on niche groups and starts with ads galore; but I think only the current twitter use would complain. Look at the people who now wish to ban the new Facebook layout – because they are too lazy to see their precious applications are on the bottom toolbar – in static mode. Facebook was tired of seeing user pages that would just go down for miles with comments, applications, etc…this opened the door to keep everything within the “user’s level” – instead of having to scroll down 30 seconds to see what someone said about somebody else (you know you care about that!)

Either way, this election and what Twitter is ‘experimenting’ with is just the beginning of a new style Twitter will be undergoing. You know it. I know it.  We all know it.

Go Twitter!

Blogs. 

As an Internet strategist - my life daily is consumed with social media feeds, blog alerts, feedburner stats, google alert updates, monitoring, strategizing, execution - all of these overused terms and time consuming tactics certainly take a toll on you.  

But one thing I do often, as I do for all my clients, is research - taking notice of the growing digital space around me - thinking of ideas to implement innovative strategies among the community and with my clients.  

One of those key strategies that are a must in today’s Internet spectrum is a blog.  A blog is key in driving not only traffic, but interest to your brand, product, or company.  Blogs help you appear authoritative in your industry - allowing you to give views on the latest events in your trade, offer reviews, insights, and so on.  

This expands into relationship building tools, as you are able to speak more freely and in a more informal and personable style, as compared to how you direct the voice on your main website.  Through the blog channel, they are more likely to trust you, and then all the more likely to visit your main website and then click your links and possibly purchase your product.   

It also offers insight for your customers, and allows them to leave comments and ’speak’ to you on a key level. In addition, blogs are extremely search engine friendly - through thousands of possible keywords and fresh, updated content on a regular basis - blogs are simply great facets to have on your website today.  Your simply misguided if you think otherwise.

*Read More for a detailed blog breakdown of the popular clothing line Free People.

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You figured it would happen at some point - social networking sites are popping up for conceivably every market demographic - and now a social networking site for babies has made its way to the market.  

Totspot.

This amazing feat of success has brought Totspot into a place where they might find a profitable niche.  

The service that is built on Ruby on Rails, just went through a private beta test and is now open to all parents and babies to take part in.  This Facebook for children platform allows babies (probably their parents) to enter their favorite nickname, book, food, etc…

Totspot, which as accumulated 15,000 users, is part of an social movement into the ‘newborn’ realm of social networking.  Odadeo, Lil’ Grams and Kidmondo are also some growing social networking sites for parents to spread updates of their newborn babies.  

For quite a while, Facebook, and photo websites like Flickr and Photobucket, among others, have been popular places to track a baby’s progress - things such as a first step, first pictures and video at the zoo, first time eating an oreo cookie, and so on.

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NetSuite.

OK, I am not one that is normally critical of certain software or CMS programs – as all have their positives & negatives – but I have to stress the limitations of NetSuite and its astounding ability to ‘frustrate’ the creative design and marketing process of brand marketing.

If you are not familiar with NetSuite, it is an all-in-one set of online business software programs that include accounting, customer relationship management (CRM), enterprise resource planning (ERP) software, e-commerce and website development.

NetSuite can be broken down into four main types of accounts:

1. NetSuite (Standard: Comprehensive Web-based solution for midsize businesses that integrates Accounting/ERP, CRM, Ecommerce and partner collaboration capabilities.
   
2. NetSuite (Small Business): One complete Web-based application for smaller businesses that integrates the front and back office, managing sales, service, accounting and Web presence.
   
3. NetSuite CRM: NetSuite CRM offers a Web-based CRM solution that gives your company all the traditional CRM capabilities you need to manage marketing through customer acquisition.
   
4. NetSuite CRM+: Total Customer Relationship Management CRM solution for businesses large and small with customer-centric view to manage initial and on-going relationships over the phone, in person, or on the Web.
   

What is NetSuite Good For?

NetSuite is ideal for businesses of various sizes – mainly small to mid-businesses, providing integrated accounting, CRM, online marketing, web management, inventory, and sales management, as well as vendor and manufacturer relationship management.  NetSuite keeps track of all product information, web pages, customer login information, vendor/manufacturer details, stock/shipping details, auto-responder and customer emails, SEO and ad tracking/web metrics information, online marketplace, as well as accounting/ERP details.

Otherwise, it makes the job easier for sales, accounting, and other internal groups within a business – providing a ‘streamline’ system that (doesn’t) always work.

The Various Troubles of NetSuite.

NetSuite has fixed a number of issues since its release in 2002, but many still remain. There is a plethora of issues that still remain when it comes to transferring a website to the NetSuite platform; such as setting up proper page redirects, setting up dynamic links, changing content, images and other aspects of the website – it often takes much time and calls to customer support to fix.  And when it comes to making changes to the website once things are setup  - it could take a few hours or sometimes even an entire day to show up on the website.

And sometimes smaller issues such as creating new items, losing customer order history, and more – although these problems seem minuscule, with NetSuite they take HOURS of extra work to fix, and can cost companies thousands of dollars in extra work and time wasted that could have gone into adding new products to the website or improving marketing and management systems.

The NetSuite Now.

Although NetSuite has grown to the point of debuting its own IPO, and grow exponentially, NetSuite is still only geared toward the small to mid-size business.  And at a price and support-process that seems very high and overrated respectively - you have to be careful when deciding to use NetSuite.

I am not here to ‘bash’ NetSuite – I think their software is wonderful for its all-in-one features and growing application development.  But, I also think that it really depends what type of ‘brand’ you are – whether you want to invest the time, effort, and often-headaches into the software system.

If you are an ecommerce brand that wants to just ‘sell’ your products and see a return – NetSuite is great.  But I will say this, if you are a ‘creative’ brand that really wants to stretch the wall with what you might have going on within the brand, from an internal and external marketing point – referring to design, development, UI functionality, internal marketing (NetSuite is good at), and external marketing such as social media and other ‘new media’ marketing tactics – you are limited.  Very limited.

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When it comes to growing communities in an online environment, collaboration is the key.

How often do you see people, young and old, carry on multiple conversations on Facebook? Younger people seem to have the instinct to know how to pool their resources – sharing information as easy as pressing ‘enter’. Approaching this concept on a business level, can be a bit different – collaboration is the common goal, and it take all parts involved to create this partnership.

However, if you think you know where I am going with this, I am not going to talk about in-house collaboration; that is for another discussion. I want to talk about external collaboration – aka ‘Wikis’.

Sharing information is what today’s ‘Web 2.0’ world is about. Allowing others to take part in your community, be it a blog, forum, website – a Wiki goes one step further. It allows ‘personalized’ information to take the forefront and become the spoken word for your brand. Creating a Wiki that might allow others to supply information, fill-in-the-blanks, and create viable documentation at the same time – is the best of both worlds.

Now, you may not have a brand that is suited for this, that is fine – but you may be surprised how many brands can build out external wikis and make them successful.

Evaluation

What do you do? Let’s think about what your brand does for you. Who is your demographic? What type of information do they read? – questions like this will open up discussions for the possibilities of creating an external wiki.

What don’t you do? This is even a better question to pose to your team. What about your brand is missing? What do you want to see improve, in terms of ‘collaboration’, amongst your brand?

How will a wiki improve my brand? This could be the end all question, and might make sense for you not to implement such a branding tool into your website(s). Even though the conversation might end here – just re-think for a moment ‘why’ this might be effective for you, and more importantly ‘why not’?

Benefits of a Wiki

Highly Targeted Traffic. A wiki produces this, plain and simple. If you create a wiki that is area-concentrated, and maybe, let’s use this for example only, in the surfing industry; after you produce enough content on the pages – you will begin to see your keyword searches improve for particular events that relate to your industry. Simply put, the web loves content, and because a wiki is 99 percent content, wiki pages end up ranking very high in search engines. NOTE: Pay attention to all SEO devices, don’t expect just by putting information on a wiki page for your websites to go right to the top of search engine results…we all wish that could happen – but it doesn’t. Play it Straight!

Branding. As far as branding and marketing strategy – a wiki can act as an authority for your industry if you develop the concept properly. If you want to be seen as an authority in the ‘surfing’ industry, for example – why not develop a wiki and build out a branding page of surfing, the best spots, wave lengths, daily tides, how to do it, etc, etc…I only use this as an off the cuff example – but you see my point.

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