Fionn Downhill – Digital Shenanigans

Working in the field of online reputation management at Elixir we are very familiar with flame sites and I must admit I have never felt like creating one until now. Well actuallt I do not really have the time but I certainly feel like it.   Perhaps this will help me to get it off my chest.  In the past 6 months I have flown 12 times on American Airlines and my experience has been miserable.  I changed from US Airways to AA this year due to their poor performance on punctuality and customer service.

I have been on 6 delayed flights, and one that was canceled.  Of the 12 flights I have flown only 5 have been on time.  On Tuesday the 4th of December I was flying from Chicago to Phoenix at 0955.  The flight was at first delayed then canceled for technical reasons.  I spent 7 hours at O’Hare Airport.  We were not given a beverage or an apology.  I had to walk from one end of the terminal to the other to get information.  For anybody who has been to O’Hare you will know that is no fun!

It was amazing that AA did not put customer service reps at the gate where the flight was cancelled to assist us.  The reps that were there could not help us.  Once again I had to walk to the other end of the terminal.  Upon arrival the customer service rep was rude to me. I was staggered when the rep I spoke to refused to re-book me on the next US Airways flight to Phoenix. Her colleague standing next to her was booking passengers on US Airways.  When I asked for an explanation I was told there was not enough time. I said I was prepared to try and she told me that her colleague could do what she liked but she was not going to.

I would have had to get back to the end of the line and hope that when I made it to the front again that I got her colleague.  And with the length of the line it was obvious that by the time I made it back up to the front again it would have been too late.   When I asked if the airport would call me to advise which flight my bags were on since at this point it was anybody’s guess she said “Of course not!! Do you think we have time to call 500 people!!”   I was simply stunned by the inconsistency.  If I missed the US Airways flights I then had 6 hours to get back to the AA terminal for the 3.15 flight.  I think I would have made it!!.

What has happened to customer service?  Are these staff being trained at all or has the whole airline industry given up? Airline travel has become a mass produced commodity.  I used to work in the airline industry so I fully understand the things that can go wrong but 7 out of 12 flights is a pathetic track record.  What is very alarming is that most of those delays were caused by technical issues. It is understandable that the plane has to be delayed to fix a technical problem as we all hope that safety comes first.  But why are there so many technical problems?  Have they cut back on servicing and engineering?

Traveling through security has become very stressful and is compounded by the fact that if you travel from an international to a domestic flight you have to do it all over again.  The airlines have done nothing to help only allowed their customer service and performance to detetiorate adding to the negative experience that air travel gives us.  The security measures are understandable and are there to protect travelers from terrorist’s threats.  However it almost seems that the airlines are now taking advantage of a traveling public who have accepted delays and inconvenience as the norm.

I am an avid traveler and have been traveling extensively for 30 years now.  The US domestic market is wide open for a carrier who can deliver some old fashioned customer service and an on time record to benchmark the rest of the industry and to improve the current dismal situation.  Right now I have to go back to the drawing board and hope to find a new carrier to hang my hat on, since American Airlines are permanently off my list.   Rant over!!

I will be speaking at SES Chicago next week. I always look forward to visiting Chicago for the conference even though the weather at this time of year is well….frightful. Luckily there will be few reasons to step outside and I will enjoy the camaraderie and also the opportunity to hear experts talk about and discuss the latest developments in the industry.

My presentation will be part of a session on ‘Igniting Viral Campaigns.’ The session deals with how small and mid-sized companies can utilize Web 2.0 techniques and technologies to virally establish relationships with current and potential customers.

If you are heading to Chicago next week I look forward to seeing you there!

Following up on my previous article on how ‘In House Search Marketers Require Experienced Consultants’ I now want to take a look at how to hire a search marketing or SEO consultant.’

When you hire a consultant for any type of business function you probably look for the best you can get for a price that is within your budget. You perhaps look for someone that fits your business personality and understands your type of industry. You may ask around in your network of friends or you may research online. All of these inputs affect the consultant that you eventually choose.

Finding a search marketing consultant is no different from finding any other consultant. It requires some effort and time. However the rewards for finding the right one will make this worth while.

SEO is a relatively new field in the business world. This means that there are no established industry qualifications. The truth is that there are many people entering the industry with a lack of knowledge and experience. An inexperienced consultant may simply not be able to determine a strategy that will work to meet your goals. SEO can be a demanding proposition and so knowledge and experience are two essential ingredients. The key is to seek out practitioners that are established in the industry.

There are many different techniques that can be put under the SEO umbrella. SEO techniques can be broken down into two main categories – those adhering to search engine guidelines and those that try to exploit the search engines. Some techniques used by those that try to exploit the search engines can cause severe damage to your business and should be avoided. Also avoid companies that make their approach through email or cold calling. Look for a consultant that is willing to tailor the campaign to your needs. One that knows all the different techniques and that recommends the ones that will fit your needs.

Explore Your Budget

The first step will be to explore your budget. How much are you willing to spend? Some search marketers charge an hourly fee while others ask for an up-front fee plus a monthly maintenance fee for the contracted period. You will be expected to give a ballpark figure of your budget so that they can propose the type of services that they can offer you. It has been my personal experience that the budget issue seems to be very contentious. I feel that the diverse quotes a potential consumers gets leads to confusion and many prospects will not commit to any budget. The golden rule “You get what you pay for” is no different in our industry to any other. Remember to add search marketing to your marketing budget plans for future years.

A Consultant That Meets Your Needs

The basics of SEO are the same regardless of business or industry. The SEO’s job is to maximize the potential of your web presence. That being said there are some SEOs that work in a particular niche or area. Explore the options for your business and industry. If you feel more comfortable with a consultant that knows your business then seek them out.

It’s also important to find out whether your consultant can offer on-site training for your company. This may be a necessity as your search staffing levels expand or if you bring in inexperienced employees.

Referrals and Search Online

Work with a reputable consultant. If there are no referrals from your acquaintances then shop around. Always pick up references. You should not only take the references word but also go online and check the vendor’s sites rankings. Do a search for their name. This will give you an idea of how well have they promoted their own site. Check examples from their client list. Their clients should have solid rankings and multiple positions for their brand. If the client you speak to is in the early stage of the project then generic rankings may not be there yet. Talk to clients and get a good feel for the company or individuals before you sign a contract. Ask how their project has been handled, has communication been clear, do they feel they are receiving value, good advice. Has the project stayed on track? Do they have access to the experts or do they have to go through a junior staff member. Remember if you are hiring a consultant you should be getting expert advice as you will probably be charged “expert” fees.

I think most people are most comfortable when they receive glowing recommendations from friends or networking associates. Marketing materials can convey a positive image but nothing takes the place of good old fashioned word-of-mouth and having someone tell you what a good job their SEO has done for them. 

It’s worth while taking some time to figure out which consultant meets your needs. This will be time well spent. There are many things to consider; experience, education, track record, testimonials, references, budget, your goals, your business, referrals, online search etc. The goal is to find the consultant that can deliver and help you achieve your online goals.

Contracts

Once you make your final decision do not enter into an agreement without a contract. Professional business people provide written contracts. Ensure that the contract is clear and the scope of work meets your expectations. It should reflect what you were offered and agreed to at the proposal stage. Ensure payment details are spelled out and most importantly ensure that the provisions for charges outside the scope of the contract are crystal clear. Services outside the scope of the contract should always be signed off before being completed. If the contract does not meet your needs then provide your feedback and ask the contractor to amend the contract. Do not sign the contract until you are comfortable with it.

Finally

Always follow your gut feeling. Never ignore a red flag! There is perhaps my most important advice. Do your homework, undertake your research, and go with the company that you believe ‘gets’ your business, your philosophy and that you will be comfortable working with. Remember that relationships are everything and you can get through a lot together if your personalities and philosophies fit. This is an important business partnership so choose wisely.

The Arizona chapter of SEMPO got together for their monthly meeting last week at the offices of Off Madison Ave in Tempe. After hearing Kevin Wilk discuss paid search last month, November’s session had two brief presentations with discussion following each.

After everybody had some time to mingle, James Peggie of Elixir Systems presented about social media and the effects it could have on your brand. After the presentation there was insightful discussion regarding the benefits and risks associated with social media, specifically how social media may have unintended consequences if not handled correctly and could cascade into a reputation management situation.

Josh Yeager of Sitewire followed up with a presentation about online PR and in particular optimized press releases and podcasts. He explored how they can help on many different levels. He mentioned how they allow your clients to spread their message and rank well in the search engines.

All in all a fun meeting and an opportunity to meet some nice people.

As more and more organizations recognize the value of search marketing, many are choosing to bring their search engine marketing in-house. The primary goal may be to realize cost saving opportunities and improve their return on investment (ROI). However, a strong secondary goal is usually one of control: the need to implement and manage the function using people with a deep understanding of the organization, its industry, and its culture. Additionally, there is the benefit of having a passionate internal representative championing the cause and transferring knowledge to other departments. Now that search engine optimization (SEO) owns a larger part of the marketing budget, it makes plain sense to have someone on board who really understands it. There are many moving parts in a search campaign requiring alignment of multiple departments and it is important that the search specialist is familiar with the internal workings and politics of the different departments. Marketing, IT, product development, finance, sales etc.

As search marketing becomes more established as an industry, the pool of job seekers with some knowledge of the field increases accordingly. Therefore, organizations no longer have to rely on a handful of SEOs who know the special ‘tricks’ to get a site ranked. They can hire knowledgeable staff and pay for additional training to get them up to speed to do a job for them. That’s the theory, anyway.

This development fails to take into account the vital role of experience in shaping a search marketing campaign. SEO changes at a dramatic rate. What works today is not necessarily going to work tomorrow. Having the knowledge of what happened yesterday and what changed yesterday is an immeasurable advantage. This type of knowledge is not usually conveyed in training courses or conferences. It comes only as a result of experience. So, how do you ensure your search marketing staff acquires this experience? One answer is to hire a consultant specializing in strategy, and implementation to come into your organization to help with the set up of the department, and the training of your SEO staff.

Setting Up an In-House SEO Department

If you are bringing SEO in-house after using an agency, a consultant can be an invaluable asset. As well as helping with the actual campaign implementation and staff training, consultants can guide you in identifying and obtaining the resources you will need to get your department up and running. These resources can include the processes and procedures, workflow management, manpower planning, and systems implementation.

SEO consultants can also provide guidance in handling search in relation to company politics. How will the department fit into the organization? What budget will be allocated to search marketing? Who will take executive responsibility for the department? How will the department interact with the IT function? Who will audit the department? And perhaps most importantly – how will you communicate with and help educate other functions of the organization?

Occasionally a consultant will be brought on to help with setting up the team itself. This can include consulting on job descriptions, optimizing job ads, interviewing the applicants, and helping to select the employee(s). When a search marketing team is already in place – technical, copywriters, project managers, account reps etc., a consultant may be used to participate in employee evaluations and reviews.

The Campaign Implementation

The majority of outside consultants are brought in to aid with the building of the search marketing plan. Such plans usually take the form of:

• Determining the campaign goals – both on a micro and macro level,
• Setting up processes,
• Determining who will be responsible for processes, and,
• Setting up a structure to track, monitor and report on the campaigns.

It can also be beneficial to have the consultant regularly audit the campaign results with a view to improving them. They can help identify opportunities that are being missed and problems with the current setup. They can help define strategies that work and can offer advice on strategies that may be out of line with search engine guidelines. They are also usually aware of all the tools and analytic packages out there and can guide the organization towards the one that will work best for their special needs.

SEO Training

Experienced consultants can provide SEO training within the department. Additionally, they may be available to participate in cross functional training, so that staff in other areas will understand the role of search marketing, enabling them to contribute to the overall success of the campaign. A qualified consultant will draw on their expertise to tailor the training to the needs of the individual company. During the process, they may undertake a skills audit to assess which proficiencies are in place and which are missing. Once this is determined, a customized training plan can be constructed and implemented.

One of the biggest challenges of bringing SEO in-house is the need for advanced SEO knowledge. Even after training is complete, it is prudent to have access to an experienced consultant who can advise on tricky situations as needed. Having access to the latest knowledge or access to experience can be invaluable. Ongoing education for your in house team is essential and can be guided or provided directly by an experienced consultant.

Special Projects

An SEO consultant can also be used to manage special one-off projects. This is a very cost effective strategy as you only utilize them when a need arises. It is also useful to have access to them so that you can brainstorm with them. The advantage is that they are not too close to the project and they tend to look at it from a big picture point of view. They are also less likely to be influenced by internal politics which may interfere with doing the right thing for the project. And they are ideal if speed and immediate results are a priority. Easy access to immediate advice and consultation is advisable. If they do not have the immediate knowledge, they will usually have the resources to obtain that knowledge quickly.

An experienced consultant is a useful resource for an in house search engine marketing department. They can be on hand to help with a multitude of challenges that a department faces on a day to day basis. They can also be available when a special project comes along or a challenging situation develops.

I have finally taken the plunge and entered the blogosphere. I have been planning to do this for some time but work always seems to get in the way of the fun stuff. I will be writing on matters related to search and may even write the occasional post which has nothing to do with search. I will try to stay away from stories about my cat (which will be easy since I don’t have one — but our new little puppy, well that’s a different story!).

I have been in this industry for 5 years and it has been a very interesting and fun journey. I do not know of any other industry where 5 years after you started,you are still learning many new things every day (unless you are Britney Spears Attorney, he gets quite a few surprises daily).

Today our big discussion was on social media. James and Dylan attended SMX New York and came back sounding more knowledgeable than before they left — or maybe it was the 4 days away form the office that gave them a new lease of life.

I look forward to sharing my search experience and my knowledge through the blog and hope that you will find my insights useful and informative.

The SEMPO AZ group welcomed Kevin Wilk, the senior agency development manager at Yahoo!, for its second get together at the AZ Club in downtown Phoenix. Wilk gave a presentation entitled Paid and Display Integration – Closing the Loop with Search, to an audience made up of over 50 attendees.

The newly formed SEMPO AZ group was created with the purpose to provide a foundation for industry growth by creating awareness, forming strong relationships, promoting the industry, offering education, driving research, and creating a better understanding of search and its role in the marketing industry.

As in the inaugural SEMPO AZ get together, and the many more to come, there was a raffle for a high tech related prize. At the first meeting it was a SEMPO Institute fundamentals learning course, valued at about $400, which was won by an employee of iCrossing. iCrossing kept its winning streak alive last night when Rebecca Brown won the coveted iPhone, provided by Sitewire.

The main message of Wilk’s presentation was that companies need to ensure that their offline advertising and brand building needs to be integrated with the same message online, both organic and paid. Focusing just on the online section, Wilk stressed the importance of taking advantage of both search and display advertising. One case study he shared was that of Adidas and Kevin Garnett, Adidas’ NBA endorsee. On days when Adidas showed the ad on Yahoo!’s home page, searches for Adidas and Kevin Garnett, skyrocketed. People didn’t necessarily click on the home page ad, but the ad drove people to search for the two topics, thus supporting the need to correlate your display and search advertising, as well as your online and offline advertising.