Kristin Colier

Hi all – quick update in case you missed it. Here’s a link to my BlogTalk Radio interview with well-known brand strategist Dave Cohen.

We talked about the evolution and necessity of personal branding (know thyself) and user-centered design ( know thy user) in today’s rapidly changing technical, context-driven environment and economy among other things. Enjoy.

Here’s Dave’s latest webcast:

Hi Friends – I have been trying to explain how exactly I can help companies improve their products, marketing and customer rapport with an effective internet presence.  I talk a lot about user experience and integrating social media… but I think this story may help illustrate what I do best.  Enjoy.

The Story of The Three Small Business Owners

Once upon a time there were three small business owners. They all sold party supplies and all decided they must build a website.

The first small business owner was not very smart. He hired his nephew to build his website for $300 and a case of Budweiser. He launched his website. He made a some money. He was pretty happy.

The First Small Business Owner was Not Very Smart...

The second small business owner had a little more business sense. He invested over $2000 with a web design company. He used professional graphics and created an online catalog. He went even further and bought Google ads every month to drive lots and lots of people to his website. He spent more money, he made more money. He was happy.

The third small business owner was the wisest of all. She hired me.

I asked the business owner lots of questions about her products and her business goals. I researched the industry and her target customers.
I did keyword research, monitored blogs, twitter streams, social sites and other online forums and learned a lot about her customers.
We discovered that most party planners are women between the ages of 25 and 45. We learned that the buying habits for professional party planners are different than people that plan parties once or twice a year. We figured out that party planners often need information on caterers, rentals, entertainment, recipes, party games, house-cleaning services and venues. We learned that some party themes were timeless and some were trendy – and could find out what trends were on the rise and which were fading out.

Since the small business owner learned so much about party planning and party supplies she provided great advice to her customers too. She became known as “The Party Queen.” Her customers looked to her for answers and she delivered. They even told their friends about her. One she built her website, it became a one-stop shop for party planning, tips, resources and supplies.

She invested some money, she made lots of money. She was happy AND her customers were happy.

But that is not the end.

One day…. Along came the BIG BAD ECONOMY.

The Big Bad Economy Huffed and Puffed...

The Big Bad Economy visited the first small business owner. He huffed and he puffed and blew … Well, since his prices were too high, and he didn’t have very many customers to begin with, it didn’t take much to knock down the first small business owner. Soon he was back to flipping burgers.

NEXT, the Big Bad Economy visited the second small business owner. He huffed and puffed… but since the Second Small Business Owner had more customers, he bought in bulk and was able to offer lower prices than some of the other online party businesses. He lowered his prices, decreased his margins and though he wasn’t exactly “rolling in it,” for now, he was still in business.
The Big Bad Economy was perplexed, so he called his brother. His brother was called “A Fundamental Shift in Consumer Demand for Cheap Unsustainable Plastic Crap Made in China.”

Together they huffed and puffed…
The business owner increased his advertising, he decreased his prices even more, but still he found his customers kept disappearing. Finally the Big Bad Economy and the Fundamental Shift in Consumer Demand for Cheap Unsustainable Plastic Crap Made in China put him out of business.

His fate was worse than the first. He went back to an unsatisfying middle-management job and blamed the hippies for ruining his business.

Now, I am sure you are wondering what happened to the Third Small Business Owner.
When the Big Bad Economy came along, she didn’t lose customers. Her customers were loyal. In fact, she picked up some of the first small business owner’s customers. Her customers didn’t go shopping around for lower prices because she added value, she gave her expertise away for free. She saved them time and money by putting everything in one place. Plus, everyone liked doing business with the Party Queen.
And when the Fundamental Shift in Consumer Demand for Cheap Unsustainable Plastic Crap Made in China came along – she was ready. She had seen this trend coming for months and had already started offering greener and eco-friendly party products.

She was Happy AND Her Customers Were Happy.

They called their cousins: “Product Recall,” “Fabricated Sex Scandal” and “Unauthorized Biography.” It didn’t matter. Her customers loved her and continued to recommend her website to their party planner friends.

Her business thrived. Her customers thrived.

And They All Lived Happily Ever After

I was recently reminded of this classic parable of the difference between Heaven and Hell and naturally it made me think of innovation and business.

A man spoke with the Lord about heaven and hell.

The Lord said to the man, “Come, I will show you hell.”

They entered a room where a group of people sat around a huge pot of stew.
Everyone was famished, desperate and starving.

Each held a spoon that reached the pot, but each spoon had a handle so much longer than their own arm that it could not be used to get the stew into their own mouths.

The suffering was terrible.

“Come, now I will show you heaven,” the Lord said after a while.

They entered another room, identical to the first – the pot of stew, the group of people, the same long-handled spoons. But there everyone was happy and well-nourished.

“I don’t understand,” said the man. “Why are they happy here when they were miserable in the other room and everything was the same?”

The Lord smiled. “Ah, it is simple,” he said. “Here they have learned to feed each other.”

So, the point of the story is – that selflessness in the short term leads to the overall greater good for everyone in the long run, or that interdependence is the only true way to happiness or that greed will lead to suffering.

Whichever. The point is not my point.

My point is all it would take is ONE person in Hell to figure it out – to INNOVATE, to say “Hey guys, I have an idea – Let’s Feed EACHOTHER.” And they’d all slap their heads and say “Of course! It’s so obvious. Let’s do it!”

But it doesn’t work that way, does it? No. More often the innovator hears “We are fine the way we are, thank you very much.” and “Who let the do-gooder in?” or “Keep your Socialist agenda to yourself!”

This point was brought home, when I watched the first episode of Jamie Oliver’s Food Revolution. His mission is to educate children and families to make better food choices and fight obesity. He went to Huntington, West Virginia, the unhealthiest city in America and was met with scorn and resistance.

(Mind you, it did help underline my “buy-in strategy” theory. He could have gained a lot more ground by getting the lunch ladies as allies outside the school with a free cooking class, or a church picnic – before jumping in and trying to ‘innovate’ their current system.)

I’m optimistic it turns out well in the end – because, well, I’ll be too damn depressed if it doesn’t… and unhappy endings don’t make good television.

The bottom line: Next time you propose your obvious and innovative solution, be prepared to withstand a little heat.

Cheers!
-Kristin

Don’t worry about people stealing your ideas. If your ideas are any good, you’ll have to ram them down people’s throats. — Howard Aiken

I consider myself an idea person. It’s one of my core strengths. I have a long and illustrious career of coming up with great ideas that never get anywhere, at least not on my watch.

In 1993 my friend Andy, an intern from Georgia Tech at one of the first companies I worked at (an internet technology company) showed me my first world wide website with the Mosaic Browser.

It was an interactive archeological dig where you could control robotic arms and watch on camera as bones and artifacts were revealed. It was very cool. Unprecedented implications.

I went to the president/CEO of the company and said “We should look into this, I think this web thing is going to be big.”

He smiled patiently and said something like “Don’t get too excited about it, Andy is just a college student.”

I’m not venting or trying to toot my horn here (ok, some venting and horn-tooting), but this story does prelude my recent epiphany. I have a tendency to throw my great ideas “out there,” hope some in-charge entrepreneurial type will love it, implement it, find great success, credit me and we all get rich. My genius should be enough.

Since then I have discovered, if I want other people to engage in the 99% perspiration part of nurturing my great brainchild – my idea has to contain a “buy-in strategy” as well as a general plan for implementation and measuring success. I should also anticipate and plan for revisions.

Successful entrepreneurs know this (or figure it out) when pitching a business concept to potential investors, but it is also true within a corporation or in any situation where you want your new ideas to thrive. This is possibly one of the largest sources of middle management frustration; The employee who has the most unique perspective on how to improve a process and has no leverage for implementing the solution.

My practical steps for getting ideas to fruition:
1. IDEA
2. Buy-In
3. Strategy
4. Implementation
5. Revision

Hang in there my brilliant genius friends.

Here’s “Working at the Carwash Blues” by Jim Croce – as interpreted by the Muppets. ( I couldn’t find a good original.)
My favorite lyric “They wouldn’t listen to the fact that I was a genius, they man said we got all that we can use.”

Cheers!
-Kristin

Happy Valentine’s Day.

I don’t have much to add. To me this video is a beautiful reminder of how the world can come together through technology for a greater common purpose.

Peace and Love,
Kristin

My grandfather worked as an Electrical Engineer for Goodyear almost his entire career, 40 years, 9-5. My parent’s post-college careers were long stretches (10-20 years) in large organizations, with upward mobility and various titles, but still relatively the same job description and talent requirements in each position.

In my 20 year professional career, I’ve worked at small start-ups and large corporations, W2, 1099, part-time, full-time, flex-time, consulted and contracted. My average job has lasted 3-5 years… with various reasons to “move on” from one to the other including acquisition, spin-offs, parenting and dot-com bubbles bursting. I am not unique, it is the trend of my generation. And the 20-somethings (Millennials, Gen Y) won’t remember when “corporate culture” wasn’t a major component of a business’ identity and employment decisions. (But are there ping-pong tables in the break room?)

So what does this have to do with personal branding? I think the sooner we stop asking ourselves (and our children) “What do you want to be when you grow up?” and instead start asking “Who do you want to be?” or “What do you want your life to be like when you grow up?” there will be fewer mid-life identity crises.

So as I find myself with many talents and much experience, there exists no clear job description for what I’m really good at – inspiring people to go from good to great.

Enter Personal Branding.

Personal Branding is kind of like identity therapy for your business and/or career goals – plus marketing – plus sales.

It is learning how to tell your story at the drop of a hat with clarity and confidence.

I met Dave Cohen at SoCon several years ago and was really impressed with his knowledge and presentation. I had the pleasure of working on his very popular StartUp Weekend brainchild project, MoodyTweets last Fall and now I am again working with him on my own “personal brand” as I propel my consulting business to the next level.

I highly recommend any solopreneurs, entrepreneurs, job seekers, consultants and creatives to spend qualified time (and money) on defining your brand and learning to tell your story.

David will be offering a 3-part Personal Branding teleseminar series starting NEXT WEEK and is giving my friends/ clients/ customers a 10% discount (Use discount code TROUBADOUR). The teleseminar is 3 consecutive Thursdays starting February 18 at Noon.
He’ll cover:
• Why Personal Branding is more important than ever before
• The risks of not being brand aware
• The three R’s of branding
• The three C’s of effective communication
• The Beacon Principles that will give you confidence in your message
( and plenty of Q & A)

Use discount code: TROUBADOUR when you check out.
He’s also doing a Personal Pitch Clinic March 10.

Register for Personal Branding – Be A Beacon
So, I highly recommend this.
At least 80% of the websites I review and analyze need a better story and more cohesive branding. Dave is the person I would have referred you to anyway for that. So you just saved you a step. Of course, I can still help you with user-centered design, better conversion, search marketing and social strategy.

I look forward to hearing everyone’s new and improved Personal Brand stories.
Keep me posted.
-Kristin

I just came back from a local Meetup and felt like I needed to take a shower afterward.

The topic was Social Media Marketing in Georgia. Up my alley, right?

I’m not trying to be a snob here, but the presenter vaguely broached the subject of whom to “friend” on Facebook and why, then opened the floor up to audience members who ranged in age from 25 – 75, and there was a lot of “who the heck cares if I’m eating a turkey sandwich?” and “why would my prospects want to see pictures of me in third grade?” There was no comparison of different Social Networks (LinkedIn, Twitter, FaceBook, MySpace) or what level of intimacy was appropriate on any. There is clearly resistance in adopting this (and most) technology and skepticism of this new way of interacting.

I suddenly felt I was not in a seminar, or even a networking group but in a large group therapy session which ended with the therapist (presenter) saying, “you’ve been great today everybody, I think we’ve made real progress… buy my book and you’ll really be on your way.”

Which leads to unconscious SoMed users like these in How To Suck At Facebook. (What a timely link I received today. Thanks @urbanreporter)

But, that’s not even the part that made me feel dirty. Many of the people I met there’s sole purpose for being there was to use social media to make money. I don’t have any problem with people wanting to make money. I don’t have any problem with people leveraging social media tools to propel their businesses. That’s what I do. That’s what I help others do. But the majority (ok, most vocal) of participants seemed to be adopting a technology against their instincts which inevitably leads to abuse.

The difference: I help small businesses take their products, their ideas and their passions online so they can genuinely connect with the people that want them.

The internet (and the recession) has opened new doors for individuals to connect with people who share their interests and even make a business around it.
It has also created a slew of people that see dollar signs when they look at the potential of the internet and exploit every aspect of it in order to make easy money.

It reminds me of the old “Make Money While Working from Home” scams. You send $15 to them and they tell you how to mail out thousands of “Make Money while Working at Home” letters. No substance. No Authenticity. Just cluttering it up for the rest of us while we attempt to sincerely bridge societies through common interests, they are forging false pathways for personal gain. I met someone who dynamically creates blogs, aggregates content from other blogs and then automatically pushes and auto-promotes them. He thought it was genius, I thought it was a little… auto-erotic for lack of a better term. I guess this is just another lesson in learning to separate the players from the good guys.

So I may be an idealist. OK, I am an idealist. But please understand the difference between an internet opportunity and an internet opportunist and know into which camp you or your mentors fall.

This presentation may help drive my point home.
One of the key phrases: Social Media is NOT just a New Messaging Channel.

So – headed off to SoCon this weekend where I hope/expect to find the more enlightened and curious Social Networkers rather than the “I smell money” crowd. This is my third year attending and my, how things (me mostly) have changed. After SoCon08 I joined Facebook. After SoCon09 I started using Twitter. I can’t wait to see what new social technology will change my life next.

Namasté
-Kristin

I recently had another fabulous connection made possible only by Social Networking – namely Facebook. A friend and I decided to use her soon-to-expire frequent flier miles on a spontaneous trip to Santa Fe, NM. I sent a message to an old high school friend that lives there now and asked about places to stay, things to do and so on. He offered to let us stay at his place, and he and his girlfriend ended up being the most fabulous hosts we could have hoped for. Despite the cold (I had never heard of a “high desert” before, OK, I’m from NY), we ate, drank and were merry. We met some really fascinating people, including the Drepung Losling Tibetan monks, soaked in hot springs and absorbed the great art and culture that is Santa Fe.
In my opinion, a successful trip and more evidence of the upside of social networking making good things happen.

However, outside my Atlanta Social Media Scene bubble, as in Santa Fe, I often meet folks that find Facebook “creeps them out” a little. Especially in non tech-related fields. Is it just that artists and chefs and contractors are late-adopters and they’ll eventually get on board – exposing themselves like the rest of us? Or, do they anticipate a Big Brother future, where all privacy is lost?

Since I began exploring Social Media several years ago, I wondered… are we individually becoming more vulnerable or are we collectively becoming more open minded, more accepting of personalities in their entirety, not just the persona one takes on in various situations, but the whole package. As we become more personally-branded and less connected with a corporation, what is the long and short-term risk of “putting ourselves out there?”

First of all, I don’t buy into the “if you have nothing to hide, you have nothing to fear” crap. The people that say that always have something to hide. In the immortal words of John Lennon “Everybody’s Got Something to Hide Except For Me and My Monkey.” I’m just adopting a more “take me as I am” attitude, I think.

(I’ll take any excuse to insert a Beatles Clip)

On the other hand, new technology has also provided a new level of anonymity. It allows people to be rude via tools such as Backnoise. It allows you to search for information you would never dare to ask a reference librarian (how to cure toe-fungus), or people (high school sweetheart) without leaving a wake of questions. It also lets people push their own agenda anonymously and consequence-free on many forums.
There are a lot of “lurkers” too – who read blog posts and join Facebook, but don’t comment or contribute… what is the long term impact of that I wonder?

I don’t really have any conclusions here, just more questions.

Do the benefits of “being connected” outweigh the consequences of “being exposed”? Where are we headed in 2010, and is it the right direction?

Happy New Year.
Tweet Me @KColier

Hi all –

I’ve been making websites for a long time. Before that I was making “user-friendly” software applications. The kind we used to buy off the shelf, in a box at CompUSA or Software, Etc. They came with several disks and a big user-manual.

I translated my human factors and usability expertise into web design. As in: it is not a very useful website – if it is frustrating or users can’t find what they are looking for.

Now, I have a new challenge. It doesn’t matter how good-looking, how user-friendly and how well-designed your website is if no one ever finds it.

So the last couple of years, I became an expert in SEO – helping my web clients be found on the internet by both optimizing their on-screen site content for search engines and build off-screen factors by encouraging them to become good “net citizens” by sharing their expertise on the internet (via blogs or contributing to forums).

This is an investment of time and resources – but the ROI is usually well worth the effort.

I’ve recently started managing paid search engine marketing campaigns (Google AdWords) for local small businesses by targeting just the area around their business. That is, where their customers live – and will most likely be searching from. (ie. most people don’t drive more than 5-10 miles for a hairdresser, gym, auto-mechanic, pizza, picture framer, etc.)

Full disclosure – among the other web technology things I get paid for (creating websites, graphic design, copywriting, SEO, etc.), I also manage online ad campaigns through AdzZoo. However, I won’t recommend this product if it’s not right for you. So, is PAYING to be found on Google right for your business?

Local online Search Engine Marketing (SEM) WILL bring more business to the following:

1. Do you have a storefront? One or more physical locations? Is your primary goal – to get people to walk into your store? Almost all consumers today look for new services online. No more yellow pages. You will definitely benefit from a Local Search Ad. Try this: Go to Google and search for your primary service. (Not your business name.) For example, “florist.” If your competitors are showing up under “Sponsored Links” and you are not, you are losing business… and Local SEM is right for you.
Examples:
Doctors
Medical Specialists
Opticians
Dentists
Hair Salons
Restaurants
Florists
Gift Shop
Nail Salon
Cleaners
Tailors
Yoga Studios
Athletic Clubs
Chiropractors
Spas/ Massage
Specialty Stores (Model Trains, Custom Embroidery, Sports Memorabilia, Comic Books)

2. Do you have a target service area? Even if you don’t have a store-front, many small local businesses, such as party-planners, insurance agents, house-cleaners, painters, plumbers and landscapers have a targeted geographical area. For example, within 20 miles of Metro Atlanta. Local targeted ads are great for you too. In fact, since Google knows the location of the “searcher,” local businesses are more relevant than big chains with no geo-targeting.
Examples:
Accountants / Financial Advisors
Insurance Agents
Caterers
Home improvement contractors (landscapers, painters, concrete, etc.)
Home repair (plumbing, roofing, HVAC)
In-home care (nursing, pet-sitting, massage)
Photographers
Event-planners
Event-performers (magicians, clowns, musicians)
Cleaning services
Suppliers

When Not to use Local Ads:

1. Do you have an online only business? – which sells software, services, gifts, etc. only over the internet, local targeted ads will not bring your best ROI. I’m not saying local ads won’t work for you – but an investment in strategic Search Engine Optimization and link-building may work better for you. Google AdWords campaigns will drive traffic to your site – but you are now paying to appear on all searches, not just locally – so expect to budget accordingly.

2. Is your business model based primarily on your content? If your website provides recipes, home improvement tips, business strategy, personal coaching… anything that is mostly there for the reading – at least before the buying happens, I strongly recommend you invest in a Search Engine Optimization/ Search Engine Marketing strategy. If you don’t have time to do it, hire a professional company. (Here’s one: http://prominentplacement.com)

OK – so that’s my quick and easy should you or shouldn’t you pay for Local Search Engine Marketing strategy.
I’d love your feedback.
If I left your business of the list – let me know…

Cheers!
-Kristin Colier
Technology Troubadour

You’ve all heard that good news travels fast and that bad news travels faster – or in marketing circles, one negative experience gets ten times more word-of-mouth than one positive one.

Here, I’d like to illustrate the impact of one negative experience, magnified over time…

I had the ‘pleasure’ of helping my mother shop for a new car this weekend. This is pretty big-ticket item and I bet the car industry would like to know what went through Mom’s head for the decision making process.
Mom had several simple criterion. Budget: around $15K, more leg room in the backseat than her current car and that it NOT be purchased from a Curry Auto dealership.

About 25 years ago, my mother was in the market for a car – after looking around, and considering several at the Curry dealer, the salesman said to her: “I know you probably want to go home and discuss it with your husband first.”

DOH! Not the right thing to say to a liberated, well-educated, recently-divorced woman. It pissed her off, she never went back and she bought her car elsewhere.

Fast forward to this past weekend…it appears Curry has taken over just about every car dealership in the Yorktown, Peekskill and Cortland area.

“Why, again, do we need to buy a car three towns over?” I asked her.

She said: Once when I was at the Curry dealer shopping for a car, the salesman said: “Hey, Little Lady, why don’t you come back when you’ve got your man with you and we’ll talk.”

When she tells this story, you hear the smarmy voice, smell the hair grease and imagine the too-tight plaid jacket. This cracked me up. Not only had she been re-telling this story for years until it evolved into something out of a movie (I’m picturing Danny DeVito here.) The single incident had played over in her head so many times that it seemed like it was Curry’s ongoing policy hire slimy, sexist jerks. Why would anyone want to buy a car there?

I suspect that Curry’s (real or imagined) misogynistic, old-school, good-ol’-boy sales force has since retired and been replaced with more progressive thinkers. Unbeknown to them, however, they are competing with stereotypes or misconceptions they probably didn’t even know existed among sixty-something year-old women that still have a bad taste in their mouth from years before. How much business do they lose? I don’t know, but as empty as the dealerships have been lately, every bit counts.

For most people, parting with $15,000 needs to satisfy an emotional component, not just a logical one… so we drove to another car dealership several towns over and bought Mom’s new car there.

Our marketing lesson of the day?

Well, you tell me…