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Twitter tactics for restaurants

June 15th, 2011

A Toronto restaurant tweets limited-time menu items as well as "secret
passwords" or "secret codewords". People who visit the restaurant and
mention the password/codeword get a free drink. They think their social
media efforts have increased their walk-in traffic 20% in the last few
months. I like the way this plays into the psychology of motivation
related to "being special" or "being part of a special club" and
"getting something because I know a secret no-one else knows."

Social media expert Marc Gordon shared this example at the Constant
Contact sponsored "Get Down To Business" Social Media for Small
Business conference a few weeks ago in Toronto.

Thank you for visiting strategycube, an innovation and strategy
consulting firm in Burlington and Oakville.

Tags: social media, twitter
Posted in Internet Marketing, LinkedIn, Online Strategy, Tools, Web 2.0
| No Comments ť

Is my Social Media working?

June 15th, 2011

I attended the Constant Contact sponsored "Get Down To Business" Social
Media for Small Business conference a few weeks ago in Toronto. social
media expert Marc Gordon addressed this question:

How do I know my Social Media efforts are working?

ANSWER: Social media is working for you if it leads to quality face to
face meetings with potential prospects or referrers OR, if your
prospects are not local, then an email address and opt-in.

Nicely put Marc!

Therefore your website must capture leads with an offer and an email
opt-in. I know you have heard this before but if your website still
doesn't have this then take the time to make a compelling offer (like a
downloadable whitepaper or video) and put up a lead capture form. If
you haven't signed up with one of MailChimp, Aweber, MadMimi,
ConstantContact or Infusionsoft then do so and use their tools to
create the email capture embed code and put it into your site. If you
use WordPress or Joomla, there are free plugins from these email
providers that make integrating it easy.

Thank you for visiting strategycube, an innovation and strategy
consulting firm in Burlington and Oakville.

Tags: social media, twitter
Posted in Internet Marketing, LinkedIn, Online Strategy, Tools, Web 2.0
| No Comments ť

What is Google +1? It's Google's copy of Facebook's Like button

June 9th, 2011

Google has just introduced its version of the Facebook LIKE button and
if you are looking for the latest tool in the battle for better search
engine rankings, this should be on your radar. It's called the Google
+1 button and it launched in the US in March 2011 and has made its way
into various popular plugins in the last few weeks. Google says "+1
buttons let people who love your content recommend it on Google
search."

It's estimated that more than 50% of corporations don't allow their
employees to access Facebook from the office. But they do allow access
to Google. So this could give the Google +1 button a huge advantage
over the Facebook Like button.

I would be wary of immediately thinking of how you can get all your
employees to like your company page and send it to the first page of
Google search results. But try it :) I'm sure the google engineers are
smarter than us and have or soon will figure out how to prevent people
gaming the +1 button.

Quality content is still the key. That's what intelligent people want
from the web and Google only has value if it can keep showing you
quality content and weeding out the junk produced by people hoping to
just get traffic without real work or talent. The +1 button is just
another tool that google hopes will increase it's ability to show you
quality content.

Expert articles on the implications of Google +1 for SEO

seomoz/blog/google-1-and-the-rise-of-social-seo
searchfuel/2011/04/how-google-1-could-impact-your-seo/
findandconvert/blog/2011/google-plus-1-big-news-for-seo/

Implementing the Google +1 sharing tool

You can implement the tool from google directly, but you have to know
how to implement a code
snippet: google/webmasters/+1/button/

WordPress Plugins for adding the Google +1 button

My personal favorite social sharing plugin is the AddThis Plugin and
they just added support for the Google +1 button.
AddThis WordPress Plugin on strategycube com

Google +1 integrated into AddThis WordPress Plugin
AddThis WordPress Plugin Options

Google +1 in the AddThis WordPress Plugin admin

Some stand-alone WordPress plugins:

wordpress/extend/plugins/plus-one-button/
wordpress/extend/plugins/plus-one/

Known Issues

There is no support for the +1 button in Internet Explorer yet and I
had some minor troubles viewing it in Firefox for Mac. It showed up
fine in Chrome for Mac.

Tags: SEO
Posted in Internet Marketing, Online Strategy, Tools, Web 2.0 | No
Comments ť

Internet Marketing Course Toronto Oakville

April 8th, 2011

Internet Marketing Courses in Toronto, Oakville in November 2011

I am excited to announce that my website for Internet Marketing Courses
in Toronto, Oakville is now live. People having been telling me for
years that I should launch a formal training program to teach small
business owners and marketers about internet marketing and there has
always been a big project or business in the way. But I've finally done
it.

I'll be partnering with a well known GTA area online marketing expert
to offer an amazing course for small business owners in November 2011.
More details to follow.

Tags: internet marketing, toronto, Training
Posted in Internet Marketing, Recent Work, Training | No Comments ť

Improving adoption of new products - insights from new research

March 31st, 2011

Consumer Psychology image-
The Alumni Magazine at Marriott School at Brigham Young University
recently published an excellent article on how to improve adoption of
new products based on new research into consumer behavior with new
products. You can download the article here.

American overconfidence vanishes once consumers try a new product, and it's
replaced with exaggerated self-doubt.

In a study published in the February 2011 issue of Journal of Consumer
Research, Billeter reports something that he suspected all along:
American overconfidence vanishes once consumers try a new product, and
it's replaced with exaggerated self-doubt. "The bottom line is that
before people try a new product, they think that it will be easier than
it is," Billeter explains. "And after they've tried it once, they think
they're going to be worse than they actually will be."

So how do you keep users from abandoning your new product before they
get the benefits?

Four strategies to help companies improve product adoption rates:

Billeter recommended four strategies to help companies improve product
adoption rates:
1. Design products to feel familiar,
2. Hire a guide for your demo,
3. Take advantage of technology and timing, and
4. Buy time with bundled pricing incentives.

These might sound a little fluffy but read the details of their points
- they have some very good ideas many companies could copy.

I love a good 60 second screencast on a product

Related to their points 2 and 3, I think software products and web
tools should all have very well made screencast videos that act like
guides to walk consumers through getting past initial setup and usage
confusion to the wins. Even relatively simple products can benefit
from one.

Here are some of my favorite product screencasts:

culturedcode/things/iphone/ and click on the video or
culturedcode/things/screencast.html
skitch/features and click on the "Skitch in 60 seconds"
video
marketcircle/billings/iphone/# and click watch video in
the centre right (small icon)

Enjoy!

Thank you for visiting strategycube, an innovation and strategy
consulting firm in Burlington and Oakville.

Tags: hosted software, linkedin, SAAS
Posted in Innovation, Online Strategy, Tools | No Comments ť

Startup Interim CEO - managing the Fusepay startup

January 6th, 2011

Fusepay subscription billing software logo- For the first 5
months of 2010 I was working 2 days a week for Sanjay Singhal, the CEO
of Fusenet, an innovative tech incubator in Oakville, ON with a staff
of 60. I was helping with general business strategy, business process
development, online marketing training and leadership development. In
May of 2010 Sanjay had a new SaaS business that he wanted to get up and
running and he didn't have anyone internally who was the right fit to
lead the project, so he asked me to. The Fusepay business is a new
subscription billing software service for small digital businesses.

Over the 7 months from May - Dec 2010:
* I led a cross-functional team in creating the dynamic business
plan. We wrote it on a wiki rather than in Word.
* I led the competitive research and industry analysis.
* I led a cross-functional team in scoping the initial releases of
the product as well as a 12 month-out feature set.
* I oversaw our 6 person Development Team which built a from-scratch
working beta of the software in 4 months.
* I managed the overall project through weekly team meetings and made
sure we hit our key release dates.
* In Oct 2010 we went live with our first internal customer, a
startup within the Fusenet parent company. We have been processing
live transactions for them for 3 months now.
* I built a very complex financial model that allowed us to fully
model the business from an investment and return perspective. We
also used it to model the impact of different pricing strategies.
* I met with several potential investors to discuss a potential
Series A round of VC financing.

Despite Sanjay's offer to have me run the business, I knew that I
wanted to keep building some of the other businesses I'm involved with
and I also felt that the project needed a leader with more SaaS Product
Management experience than I have. I spent the fall of 2010
interviewing candidates for this plum job - and got to meet some
excellent people in the Toronto and GTA tech community. In early
January 2011 we hired the former GM of e-commerce for Grand & Toy as
our new CEO. I will be spending the rest of January onboarding him and
transitioning out of the project. I'll miss the team - they were a
great team to work with - but I know they will go on to build an
amazing business and I'll enjoy watching from the sidelines while I
move on to put my energies into the other businesses I am building.

Tags: fusenet, leadership, linkedin, SAAS, strategy
Posted in Client Work, Project Leadership, Recent Work | No Comments ť

How to use LinkedIn to market your business

November 10th, 2010

Many CEOs and small business owners ask me - "how can I use social
media to grow my business?" The cheapest and fastest strategy is to
maximize your use of Linked In, personally if you are a sole proprietor
or thought leader, or corporately if you are the leader of a larger
organization.

Here is a simple roadmap to get you off the ground and starting to use
LinkedIn to build your personal brand or the brand of your business. If
you are a sole proprietor then you will need to do this yourself. If
you are the leader of a larger business then your thought leaders,
marketers and sales people need to be doing this. And you can't force
them to because their LinkedIn profile is theirs, not a corporate
asset, so you'll have to cast a compelling vision as to why they should
do this that connects your company's interests to their interests.

Get your LinkedIn profile up to date

* It should not read like a resume. People don't expect it to be
quite so formal.
* People like short, succinct stories.
* You can view my profile
here: linkedin/in/001jonathanburns I'm not by any
means suggesting it's one of the best but it may give you some
ideas.

Do I need my photo on LinkedIn?

* Yes but make sure you don't put up a bad photo. No photo is better
than a bad photo. But a good photo makes you more approachable and
helps you to stand out in lists.
* A good photo: Consider black and white or sepia - it can look very
professional.
* A bad photo: blurry, cluttered background, too dark, back-lit, too
many colors.

Build your network on LinkedIn

* Define who is a good network prospect for you: a potential
customer, someone who could refer people to you, someone
influential who could write a recommendation about you.
* Go though your mental Rolodex (or whatever equivalent you use) and
write out a list of your past contacts that you'd like to connect
with on LinkedIn and begin inviting them. Write your own invitation
note - don't just use the default.
* Every time you meet someone who is a good network prospect, invite
them on Linked In within hours, definitely within 24 hours. After I
go to an event the first thing I do when I get back to the office
is sit with a pile of business cards and invite people on Linked
In.

How to write a good LinkedIn Status Update

* Write out what brand you want to personally own in the minds of the
members of your network.
+ Pretend that you are a colleague you worked with 10 years ago
and haven't seen since. They reconnect with you on LinkedIn
and begin seeing your status updates. Based on those updates
they form an impression of who you have become and what you
are doing now and what your niche or specialty is. What
impression do you want them to have of you?

* Suggestions:
+ Give mini press releases when you have an announcement you
want them to know about.
+ Ask for help or advice. People like giving advice and on
LinkedIn it's quick and easy. This can be for you personally
or on behalf of a member of your group who needs help.
+ Setup a twitter account and check the "Publish to twitter"
checkbox
+ If you have a website or a blog and you care about its organic
search rankings then use carefully chosen keywords that you
are trying to rank for in your status update

* Examples:

* American overconfidence vanishes once consumers try a new product,
and it's replaced with exaggerated self-doubt. 4 tips for improving
new product adoption from Marriott School professor Darron
Billeter. lnkd.in/Q3mume
* Excited to announce that FusionCom (one of my businesses) has just
hired a new CEO - Mark Taylor from McKinsey.
* Heading to SXSW Conference this week - anyone else from Toronto
going? Ping me!
* Trying to find an affordable ad agency with specialty in clean tech
- any suggestions?

* Watchouts:

*
+ Confidentiality is a cornerstone of business. You can't
violate that here - so stay away from including details when
you think the people involved would not want you to.
+ However, it's the details that often make the posts more
interesting so ask the relevant people for permission so that
you don't become "the bland update guy" on LinkedIn.

Recommendations on LinkedIn

* Don't ask unless you recently got great unsolicited feedback from
someone - then it's OK to ask them.
* Give to get. Start by writing recommendations for people from whom
you'd like to get a recommendation.

Pulling prospect lists using LinkedIn

* The advanced People search allows you to pull all the people with
"the likely title of your ideal prospect " (or whatever) in their
title who are within X km radius of a given postal code/zip code.
This is an extremely useful feature.

LinkedIn Groups

* Consider making a LinkedIn group for a group of your prospects as
long as you have a clear vision of:

* What this group of people have in common in terms of interest and
needs
* A clear vision of how they will be able to and WANT TO help one
another
* A clear vision of a role you can play that adds value and positions
you how you want to be seen

* If you ask your group members whether they want a Linked In group,
most will say they don't know what they would use it for. You'll
have to show them how you intend to use it so that they see the
value. Some groups may not engage and then they won't get value
from it.
* Establish a clear purpose for how the group will be used and how to
keep it from become useless in the eyes of your members.
* Make it invitation only.
* Commit time to moderating it. Read what's on it. Use what you read
to help the members.
* Pick up the phone and call a member based on something they wrote
in the group's Discussion section. Show them that you are reading
and responding.

Doing research on LinkedIn

* Once you find a prospect you may want to find a list of their
coworkers using the Company tab. The Company tab also gives you
some rich detail about the company that might be helpful,
especially new hires and recent alumni. People are often much more
open to talking to outsiders when they are new in a role.

More LinkedIn training

If you'd like in-depth training on how you can build you personal brand
online, consider attending one of these full day courses in Internet
Marketing in Toronto or Oakville.

Tags: linkedin
Posted in Internet Marketing, Tools, Web 2.0 | No Comments ť

My favorite Mac applications

July 5th, 2010

Here are some of my favorite Mac applications. If you know of better
ones for the task please leave me a comment at the bottom.
1Password logo-

1Password

Password Manager

I finally got fed up with using a text file on an encrypted disk image
to manage all my passwords. I figured that there must be good Mac
software for managing passwords and I figured it might even sync with
my iPhone which could come in handy when I'm on the road. Sure enough
there are many, but one of them costs a fair bit more than the rest.
Being a believer in "you get what you pay for" and figuring that the
cost of losing one of my or my clients hosting control panel passwords
would be pretty huge, I went for the most expensive one, 1 Password. It
also had the best reviews. I did the 15 day free trial and I was not
disappointed. This app ROCKS and once you've used it you will wonder
how you lived without it for so long.
Things logo-

Things

Task Manager

When I was a Windows user I tried using Outlook's Task feature. It
never quite worked for me the way I wanted to so I often went back to
managing my to-do lists in a Word doc or an Excel spreadsheet. But then
I switched to Mac and saw an ad for Things and decided to try it. I
have never looked back. The interface is beautifully designed and the
Cultured Code guys really understand how a busy person thinks as they
are trying to organize their lives. For example I love that there are
Areas of Responsibility that you can create like: Personal, Job 1, Job
2, Sports Association, Father, Husband, Church etc. These are different
from Projects which can overlap with Areas of Responsibility. I also
love the Today, Scheduled, Next and Someday buckets. A pretty key
feature is that it syncs with my iPhone so I can organize my life on
the go or make lists on my Mac and then have them with me when I'm out.
skitch logo-

Skitch

Screengrab with annotations

I often want to grab a section of a webpage or an image, add a note
with say an arrow pointing to something and then email it to someone. I
need to do this a lot in developing websites: fix this, move this, make
this white, delete this etc. Skitch is the best way to do this that
I've ever found and the free version is what I use. If you are a
Windows user try Jing.
Billings logo-

Billings

Time tracking and invoicing

I'm a consultant so I use Billings every day to track all my time,
billable and non-billable, and then do all my invoicing to clients. I
use a bookeeper so I don't need my own accounting program, but I do
need to track my time and invoice clients and Billings does it
perfectly. It has beautiful templates for invoices and reports and it
has a nice iPhone version as well. I tried Freshbooks for a while but
for a one-time cost of $50 and the ability to use it without a web
connection, Billings was better value for me.
Daylite logo 3-

Daylite

Sales CRM and Project Management

Daylite is the CRM program I use for managing my sales funnel:
prospecting phone calls, meetings, opportunities, revenue forecasting
etc. It's like salesforce except much cheaper and with nicer
interfaces. It's a very powerful program and I use only a fraction of
what it can do. It fully integrates with all things Mac like iCal and
Mail in a very slick way and it has an iPhone version as well. It will
also do Project Management.
Transmit logo-

Transmit

FTP

I used Cyberduck, a free Mac FTP program, for 2 years but I recently
switch to Transmit because I use FTP so much and all the Mac web
developers I work with use it. The main feature I've discovered that I
really like is the ability to edit remote files right in Transmit
(sweet!). So I can navigate to a .css or .html file, open it in
Transmit without downloading it, make a change, hit Save, refresh the
browser and voila - done!
jungle disk logo 2-

Jungle Disk

Remote backup manager

I use Jungle Disk to manage remote backups of my Mac Laptop to a
Rackspace cloud account. It costs me about $3.50 a month to backup
around $10GB of my most important files. They are fully encrypted and
the backup is incremental. I looked at Moxy but liked this because of
the pricing and the security of going with Rackspace vs an unknown. You
can also back up to Amazon S3.
Disk Inventory X logo-

Disk Inventory X

Disk Space Manager (when you run out of disk space and need to delete files)

Have you ever run out of space on your harddrive and wished there was a
way to look into your harddrive, see what's taking up all the space,
and be able to easily delete what you don't need? This is what you need
and it's free.

Tags: linkedin, Mac
Posted in Tools | No Comments ť

zwell.ca online strategy and e-commerce web ecosystem

July 1st, 2010

Zwell logo-

The Situation:

The client, Traditional Life Sciences Inc., was looking to start an
online business in the health and wellness space, targeted to Boomers.
They wanted a starting-point e-commerce, content management and
marketing system that could be managed by 2-4 people but that could
handle sales of $5-10 million a year before it required a major
overhaul. We were asked to recommend an overall technology strategy and
then to submit a proposal for executing the work.

Our Strategy:

1. Use an inexpensive open source CMS. We contemplated WordPress but
eventually went with Joomla.
2. Instead of building out all the desired functionality using custom
code, we recommended "renting" the functionality by using SaaS
applications (also called hosted or cloud applications).
3. We used our Canadian designers to design the Joomla site but then
we had it built by overseas coders to keep the cost down.

The Execution:

We call it a web ecosystem because calling it a website is a bit
misleading (at least we think so). The ecosystem consists of:
1. A Joomla front-end which manages all the pages, article and the
merchandising of the products. The products are managed through a
powerful Joomla component called Virtue Mart which acts as the
product database.
2. Infusionsoft is the real power behind the system. Infusionsoft
manages the email marketing and marketing automation, the CRM
(user/customer database) and the e-commerce. All the actual
transactions are processed through Infusionsoft and then sent
electronically for order fulfillment. It also provides all the
e-commerce sales and order reporting.
3. Customer Hub is an Infusionsoft add-on that allows customers to do
self service on their account like updating their credit card
information and seeing their past orders.
4. Get Satisfaction is the ultimate in web 2.0 community based support
and it powers the support forum.
5. Google Analytics gathers all the visitor and conversion data and
allows the client to do detailed conversion and ROI analysis.

Most people working in e-commerce have figured out that building a nice
site is just the beginning and that most of the effort actually needs
to go into driving traffic to the site, getting visitors into some kind
of marketing automation sequence and then testing different offers
until they convert. Then you up-sell and cross-sell them, also using
marketing automation sequences. So how do you do this with a staff of 2
or 3? If you try do it using Constant Contact or aWeber or any other
stand alone email tool you'll be importing and exporting data every day
and spending your life trying to get it to interact with your shopping
cart and your customer database. Infusionsoft is really the only
application on the market that allows you to manage this kind of
marketing automation engine and it's built for small companies with
limited online marketing resources. It's CRM + email marketing +
marketing automation + an e-commerce cart, all in one, all
pre-connected and ready to roll.

Cost Savings:

The client mentioned that they had our functionality quoted by an
agency that would have built them a custom solution. The quote was for
more than triple what they invested using our approach.

Client Feedback:

Getting to the final product as specified, on time, and on budget
should be "price of entry", but in a fairly sophisticated integration
like Zwell, cost overages and time creep is likely more often the rule
than the exception. Jonathan and the Strategy Cube team hit the
timeline, delivered against the budget (while still indicating where
options and upgrades were possible), and delivered a result that
exceeds our expectation. Communication throughout was efficient and
solid. We are delighted with the result, and recommend Strategy Cube
without reservation.

Rob Carscadden, President & CEO of Traditional Life Sciences Inc. and
zwell.ca. June 29, 2010.

The site went live in June 2010. You can visit the site at zwell.ca

Screenshots:

Zwell.ca - homepage-

Zwell.ca Trusted Advisors-

zwell.ca Joint Bone Health page-

zwell.ca Support Page-

Thank you for visiting strategycube

Tags: CMS, Get Satisfaction, hosted software, Infusionsoft, linkedin,
SAAS, Web 2.0, website portfolio
Posted in Client Work, Internet Marketing, Online Strategy, Recent
Work, Web 2.0 | 1 Comment ť

7systems contest and voting in WordPress

July 1st, 2010

7systems team- 7systems is a small firm run by several athletes
who manage the business in their personal time - they all have pretty
impressive day jobs. They wanted to run a contest to build awareness of
their excellent product among non-users and so they designed a contest
that would encourage athletes to tell their story online and then have
their friends and family come and vote for them. 7systems didn't have
the budget for a full custom voting application so they asked us to
build some inexpensive voting functionality. One of the reasons we love
WordPress is the availability of free plugins. We researched and found
the WP-Post Ratings plugin and then customized the look & feel as well
as the functionality to suit their needs. You can visit the 7systems
website here but the voting pages have been removed as the voting
period ended June 30th.

Screenshots:

7 systems Voting plugin in WordPress-

Andrina Kelly Voting plugin for WordPress for 7systems.ca-

Thank you for visiting strategycube

Tags: 7systems.ca, linkedin, Wordpress
Posted in Client Work, Internet Marketing, Recent Work, Web 2.0 | 1
Comment ť
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