Archive for June, 2007

When you have fresh Kentucky Mud…..

Yes, that’s my daughter. We’ve no plans for Institut Villa Pierrefeu.

One of the better interviews with Seth Godin can be found at Stone Temple Consulting’s Site. Lots of good info about Squidoo.

He also talks about the proximity effect and the potential business benefits of a page on Squidoo, as well as what makes a Squidoo Lens Popular.

Jakob Nielson’s latest Alertbox is the longest-read enewsletter in my list. The writeups are focused and brilliant. I only wish I were skilled enough to translate them into convincing arguments when talking to clients. That’s me, not Jakob, who’s needing refinement I know.

In the latest Alertbox (June 25) He writes, in the Pros/Cons of Whether Designers and Developers Should Do Usability this, as a “Con”…the Lack of Objectivity:

“If you test your own design, however, you might be less willing to admit its deficiencies. Designers can be too willing to dismiss user complaints or problems as minor or unrepresentative, when in fact the test indicates the need for a deep redesign. Also, designers can get so caught up in their own theories about how users ought to behave that they forget to test for cases in which people behave differently. “

Here, my interjection for multivariate testing data serving as the myth-buster for such activity. When a designer or developer gets a particular idea in their head about how something should be done, well developed testing that polls users’ behaviors via well-designed software systems and test suites should be able to close the gap and remove this “Con” from the table.

But as Nielson Points out, who’s writing the tests, and are those tests focused on the particular pet-peeves of the designer or developer? In my examples, are the variables we’re testing too focused on that designers favored bits?

I’ve found the rather mechanical process of creating on-line multivariate tests tends to remove some of the favoritism. It makes you think in segmented parts, and while you might still have a bit of ego invested in a design, you become more objective in the whole thing once you start taking it apart for testing. Could it be that such testing neutralizes this “worry” when it comes to designers testing their own designs? Should variable definition be more of a part of the web design process?

I find myself thinking hard about the variables I’m going to have to test when I’m brain-mapping a layout. Headlines, navigation, visual elements, flow, buildup, call-to-action, and so forth. But “pure designers” do not seem to do this. Flow might be on their mind, but it’s more a concern about “general fluidity” than tilting the entire thing towards a specific action. I’m usually in the game to make money with my clients, not to impress visitors as much - and I’m sure this changes the entire thought process. I’ll bet a middle ground would be ideal here.

It seems that Yahoo is in a Predicament in the PPC share.

So as I work on some Yahoo Search Marketing campaigns this weekend I was thinking about Yahoo!’s woes and come to think of some features that might help Panama for advanced PPC campaign managers, ground level. Others have come up with some excellent big-picture ideas, but mine are more nitty gritty, from the trenches stuff. While I’m kinda nervous about making the comments, I do have some faith in the folks at Y!, and have had great results on their system once I get a campaign going. So with dirty fingernails and weary fingers…here goes.

1. Make it easier to split adgroups, selecting which keywords go with which split. Advanced PPC marketers know that in order to succeed on PPC, especially in a new campaign, you must first fire up a large-ish group to determine the impression data and then begin the process of splitting thematic searches into buckets (adgroups) with their own targeted ads and keyword groupings. Trouble is, the PPC engines do not support this mechanism very well. It’s too many steps, and for a busy Search Marketer, I’m sure that some campaigns operate less-than-optimally because of simple “hours-in-the-day” issues. Since Yahoo wants to report improved performance, this is one way to get that done!

2. Offer the ability to auto-insert analytics tags of your own, account-level definition. Allow a search marketer to define analytics tags when they set up their account. Campaign, adgroup, keyword, etc. are all consistent during marketing. Once set up, these could then be auto-filled by the engine so that analytics information from YSM flows into whatever tool we use easily. Google doesn’t do it, even though they have their own analytics tool, so this could be a small, but big leap forward.

3. Create a robust, lightweight desktop campaign editing tool that helps people not go postal. It just took me an HOUR to get a spreadsheet of campaigns uploaded into Yahoo! - 14 tries, each one frustratingly time consuming.  Make something that doesn’t require endless repetitions and downloads of zip files with errors. Yes, I know you have an API, but for many who don’t use it, simplify the process of uploading campaigns, adgroups and so forth via files. Report on import errors on the screen, not in a file, and possibly even let us make tiny fixes mid-upload. How about a simple desktop application? And please don’t make it as fat and slow as Google’s version.

I really do not like these rebate cards that everyone is sending out. At first blush they would seem to be a good idea (you don’t need to deposit a check) but I think they’re just another way to punish us for using the rebate in the first place. Of course, the businesses like them because of the branding opportunities for the company offering the rebates as well as the merchant services provider (e.g. Visa.) My experiences with the dozen or so cards I’ve received has shown:

• Unless you’re sure you’re going to spend the whole thing, don’t even bother using them. Otherwise you’ll have a balance, and if you do, you are condemed.
• If you don’t know the exact balance when you come in with a partially-used card, many stores won’t let you use it. I mean, to the penny.
• The websites for checking balances do not work well on mobile devices.
• If you want to clear your balance, and hand it to the cashier first or split the balance, people behind you in line will scowl.
• They take up room in my wallet.
• I’ve had at least two stores unable to process them (Walgreens once, and a gas station I cannot remember.)

Others have complained that

• Rebate cards lose value over time (as soon as 3 months)
• Some cards have an “account maintenence fee”
• Some cards have a fee if you run them through for “more than they have in balance” (becoming a credit card in your name!)
• You can’t cash them.
• They lead people into the “credit card” mentality.

Why can’t the rebates just be transferred to my Paypal account, or perhaps to my checking account?  Right. That will be the day.

Ship your packages and pick up a torque converter on your way out.

Happy Fathers Day to all the Dads!

Especially those new dads in the Web and Search Community…

Ahmet
Max Kalehoff
Mike the Internet Guy (Mike Belasco)
Jason Murphy
DrewÂ

…who have I missed (pls post below!)

Transportation Cabinet and Tourism Officials, State Legislators, Frankfort City Officials, Leaders of the “Share the Road” effort in Kentucky and the nation, as well as hundreds of cyclists and runners from all around the commonwealth will be at the Capitol Grounds in Frankfort KY on Saturday June 24th at 11:00 AM so we can:

• Celebrate the 2006 Issuance of a “Share the Road” License Plate in Kentucky ( I have this on my car and love it!)
• Focus Public Attention on Rails to Trails and Transportation Enhancement Programs in Kentucky
• Focus Public Attention on Safety Issues Related to the “Share the Road” Concept
• Promote Kentucky as a Tourist Destination for Cyclists
• Promote Healthier Lifestyles in Kentucky
• Support the Kentucky Bicycle and Bikeways Commission (PDF file)

There will be an official “Share the Road” Ride involving cyclists from clubs all across the commonwealth, a fun run, and information booths with info about all of Kentucky’s programs associated with cycling, running and walking.

Contact: (502) 564-2060
kytc.bikeped@ky.gov

Other events (thank God they’re not having)

Hold on to your helmets! There will be a special “dodge the redneck” exhibition ride where sprinting cyclists will try to outrun men in sleeveless flannel shirts driving 1970’s vintage 4-wheel drives on a special 3 mile stretch of 2-lane backcountry roads. There will be 4 skill levels from beginner to full race. “Git ‘er Done!” folks! Helmets and Gloves Required. 2 Beer Limit for Drivers.

This will be the first time the “throw the beer can at the bike” event is held at an official state-sponsored event also. Cyclists will ride ride by several mobile homes set up next to capital avenue and show their skills in dodging half full beer cans while they race against their competition in a 10 lap time trial. Loudspeakers will randomly blare “get a car!” to racers. Participants are required to wear protective eyeware (not provided) and a padded vest (provided.) Four skill levels will be available. The Division of Waste Management will be present to recycle the used beer cans and to show off their new larger recycling containers. Due to many concerns, officials say the winner of the Tennessee Beer Can Dodge (shown left with his secret weapon) is not allowed to compete in the beer can race. Only “common” bike geometries will be allowed.

The share the road event will hopefully make these seem even more silly than the serious problems that they really are in some parts of the state.

I looked at a franchise website’s homepage today, and found that they were all gushy about being listed on the “Franchise Times” Fast 55, so I checked that list out. It even looks like the make a plaque (see photo.)

This list, published by the Franchise Times, lists franchises based on their rate of growth and without regard for the type, size, investment or length of agreement. So, home based franchises such as in the case of Weathersby Guild, is strictly by single-person, work-from home franchisees doing highly skilled labor on site. Just to get a sense of scale for the business, I did a little bit of poking around using a few reverse phone lookups and windows live.local.com which showed me that almost all of the Weathersby folks work from home, often from apartments. There is nothing wrong with that, but consider that Mobile Attic is listed next to them in the list - naturally requiring a vastly larger capital investment (30 containers must be ordered,) a rollback truck, 1-4 acres, and a twenty year agreement. These two franchises are not even the same species. To grow Weathersby by 100%, you find some people ready to be trained in their system and equip them for the work. To do the same for Mobile Attic, you need earthmovers and a steel mill.

Entrepreneurs should try to realize that if the franchise you’re interested are not advertising in these magazines, they may actually be a lot smarter than you think - and any franchises that prominently boasts themselves in such lists could be a tad desperate for market coverage. Look for substance in the press releases. Know which magazines matter, and which are make-believe!

If you’re buying a franchise…Go visit, in person, the franchises you’re considering. I would not let the corporation call ahead - I would just GO. Talk to the owners (not the possibly underpaid staff.) Then…because some franchisees are just plain-old-grumps… go to another town, talk to those owners. And do it until you get a feeling for the company, and whether it’s compatible with your own goals (which you’ve written down, right?) Ask them if you can work for them, for free, for a couple of days.

Spend the time and you’ll not be sorry, especially with $80-100k on the line.

Postscript: While writing this I came across this little jewel of absurdity

“The first and biggest factor is finding a franchise doing something you love! If you love to cook, find a restaurant. If you like to clean up, select a carpet cleaning or maid service. Do not assume that just because you own the franchise that you won’t have to work it, you will have lots of times where an employee won’t show up and you will be doing their job. Doing something you love will make the hard work and long hours bearable!”

No… what makes a business bearable is to design yourself OUT of it. Choose a franchise where you can be profitable and expendable. You should not be required at the location much, if at all. The system should allow you the freedom to live your life the way you want it, not work “long bearable hours.”

From the “Must have been a feature they finished up on Friday” department. I bring you….. the 1 second voice mail from quickvoicemail.com

On the tail of a 2 day feature outage where my ‘out of town’ message was stuck “in place” now I am vastly less patient for these blatant time wasters.

This makes their entire engineering effort seem ridiculous. Even voice mails up to 10 seconds long are empty - every time. In fact… I have set up an Outlook rule to clean up this crap that’s forwarded to me. But it doesn’t help when I have to log in to their system and clean them up.

Outlook Rule: Yep.. forgot “1 second”.. didn’t think I needed it.. but I was wrong.

I’m definitely in the market for a new hosted voice mail. Giving Grand Central a try after a few people have recommended it.