Thanks to Matt Shepherd for tweeting about this.

The video originally appeared in a post on Search Engine Land.

I would have posted this yesterday had I not been so pissed off about my key snapping off in my bike lock and having to walk home in +30°C … and melting.

You may well have read about the Social Media ProBook (a free ebook) by now – I’ve read at least five posts today from high profile bloggers endorsing this resource.

Thanks – as always – to the ever-insightful Adam Singer of The Future Buzz for bringing this to my attention.

Adam is also one of the people featured in the book.

In fact, Adam took the words right out of my mouth when he wrote: ‘Eloqua [creators of this free ebook] … solicited insightful content on social media with something useful for all digital professionals. Reading through the contributions (including Jeremiah Owyang, Steve Rubel, Sarah Evans, among others) it’s clear this is a must-read.’

Oh yes.

I download a lot of free ebooks and most of them are – to use the technical term – crap.

The Social Media ProBook actually has substance. And contributions from very cool people. And stuff worth reading.

For my Canadian readers: you have the day off work tomorrow. This would make perfect reading in your air-conditioned home/office.

Please read Adam Singer’s blog post which has an excellent digital marketing Q&A and links to the ebook.

I’m in Alberta at the moment to deliver social media marketing presentations for the Alberta Magazines Publishers Association (AMPA).

I’ve been preparing for the presentations for a while now and gave the first one today.

I took a slightly different approach to the presentation than usual. Thanks to the AMPA website I was able to look at all their member magazines online.

One thing struck me – like a minus 44 windchill – social media is a waste of time if your website sucks.

Yes, I know, there are website naysayers who predict the end of blogging and websites as we know it. But I love a good website. And I think I can say with 100% certainty that the good ‘ole website is here to stay for a while.

Perhaps you’re even scratching your head saying ‘Of course social media is a waste of time if your website sucks.’ I think I’d just taken it for granted that folks knew that.

I’ve learned that they don’t.

There’s a tendency to jump on the social media bandwagon.

Everyone thinks they should be working it into their business. Like, yesterday!

What a lot of people don’t think about is getting their website ducks in a row first.

If your website isn’t kick-ass then don’t put a ton of effort into social media.

Work on getting your own house in order first. Social media marketing should flow from that.

A bad website is the worst reflection of your company or product.

Don’t bother with Twitter, Facebook, blogging et al until you have a beautiful, elegant website which you constantly update with interesting content.

Yes, this ‘social media thang’ is hard work folks!

Photo credit: Jonathan Wretlind on Flickr via a Creative Commons License

This post about online copywriting has been provided by Angie Stewart.

Angie is a marketing consultant from Maginus Online Marketing Agency.

She recently approached me and asked if she could write something for Diary of a Webgal.

She offered to write about an online marketing topic of my choice so I’ve asked her to tell us about writing for the web. Here’s what she had to say.

Creative copywriting is a skill that stems back since long before the internet became a business resource we couldn’t live without.

However, in the midst of the online revolution, many of us have moved away from writing for direct mail or magazine advertisements in favour of writing for blogs, social media and direct e-mail.

If you’re writing online content, you probably have one of two aims:

1. Persuade someone to buy something.

2. Create content that is interesting enough it will cause people to link to it.

So what are the main things to think about when copywriting for the web as opposed to for print?

Write for page skimmers

People generally skim read online copy much more than printed copy, this is due to the strain on the eyes cause by computer screens and the impatience that seems to be bred into today’s internet users.

Therefore, online sales copy needs to lend itself to skim reading. Keep sentences short and use lots of headings.

Ideally, a reader should be able to skim down the page reading only the headlines and get a good idea of what the page is about.

Consistency across online campaigns

Much of your online sales copy is likely to be related to your SEO (Search Engine Optimization) or PPC (Pay Per Click) campaigns.

It’s important to have some consistency across the copy in your online marketing campaigns. For example, if you’re using PPC to drive traffic to your page, aligning your page with the ad can improve your quality score and therefore lower your costs. And with both SEO and PPC, aligning your page with the ad (or meta description in the case of SEO) will also improve your conversion rate.

Make it interesting

Each paragraph should encourage the reader to move onto the next. This is true for print copy, but even more so for online copy as readers, generally, have a shorter attention span than that of readers of printed copy.

Try varying sentence structure and removing any unnecessary words or phrases.

Mention what you’re talking about

For the reader of this article, it’s pretty clear that I’m talking about online copywriting.

I don’t even need to mention the words ‘online copywriting’ anywhere other than the title. In fact, I could even leave it out of the title and you’d still figure it out.

However, search engines don’t read as a human does, so to tell the search engines what your page is about you need to mention the words. Yes, it really is that simple!

It sounds ridiculous, but it’s so easy to leave your keywords out. You don’t need to repeat words to the extent that it sounds unnatural, just include them a couple of times on the page and variations of the same words if they exist.

Disclaimer: I’ve never used any services or products provided by Maginus or Angie.

This full-time job includes managing and producing content for their website. We redeveloped the site several years ago – which is when I started this blog so I could keep a diary of the project (hence, Diary of a Webgal).

I don’t work hard for accolades. I work hard because I love my job and I work with a bunch of brilliant people at the National Screen Institute.

Which is why it was extra sweet to hear that we’ve been shortlisted for two awards for our website and our annual report.

The PR News awards recognize the top nonprofit PR campaigns of the year and set the industry benchmark for excellence across all areas of nonprofit PR.

There are lots of people that have made the NSI website what it is today. Tactica Interactive Communications built the wireframe and the final design based on initial work by Doowah Design. Tactica help maintain some of the technical stuff. I manage the content with the excellent support of many of the NSI team and bloggers who contribute their expertise.

I’m super proud that NSI’s website is shortlisted. It’s not everyday that your work is recognised in this way.

And *cliche alert* I don’t mind if we win or not – we’re up against some excellent websites. I’m just kind of in awe and that’s enough for me.

Both are insightful and practical and will help you with your social media strategy and your website content.

Adam Singer has crafted a great content marketing primer: How (and why) to create remarkable digital content, which I’ve embeded below. If you haven’t heard of Adam and don’t read his blog The Future Buzz, you should.

I’ve followed Adam’s blog for the last year or two and am constantly impressed by his perspectives. He’s put together a smart presentation here. If you’re even thinking about online marketing or social media you need to check it out.

The second resource comes via Scott Monty’s Social Media Marketing Blog in the form of a brilliant social media guide. I’ll let Scott tell you how he got it and why he recommends it in this post: The Social Media Playbook.

You can download the PDF file by clicking on the image below.

He’s a super talented Canadian photographer who I’ve know for a few years now. I’ve always admired his craft but was totally impressed when a message about ‘Foto Friday’ landed in my inbox a while back.

Ian decided to host Facebook Foto Friday. He would essentially be giving away a photo to anyone that turned up at his studio on the given date.

The catch?

The photo had to be used on all social networks.

Genius!

Of course I turned up with my husband and – obviously – I asked Ian to write about the whole thing. Why? Because Ian runs one of the first Winnipeg businesses I’ve seen using social media to effectively market his business. More than that. Ian absolutely embraced and understood the value in doing this. Golden rule of marketing: give before you take.

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For years before any of this social media stuff – before the internet even – I’ve enjoyed gifting my work, usually to clients.

Clients who have kids get free baby portraits, for example. Or if clients wanted to enter their own design work in competitions, I’d shoot it for them. With the move to digital, it’s been even easier to gift my work.

Since Facebook, it’s been great to watch people respond to my work.

Whenever a portrait I’ve done is used on profile shots, people ask “who did this?” Clients who stand in for me while I set up the lighting, before the impatient CEO arrives, ask for the shot to be sent to them only for it to appear the next day as their profile shot!

Meanwhile a good portion of my 700+ friends on Facebook continue to use the worst photos imaginable as their profile shots.

Rather than waste time on creating a “fan” page for my work, I wanted to find a way for people to value my friendship on Facebook. Some of those friends were mere connections I had yet to meet face to face.

What better way than to give them amazing looking profile shots?

So an invite to the first “Facebook Foto Friday” event was sent. This is what I wrote:

My first ever Facebook Foto Friday

What is it?
It’s a opportunity for you to get a new Facebook profile photo. For Free. It’s only open to my Facebook friends as of now.

Why?
I dunno, thought it would be a fun opportunity to meet with some friends, and ensure everyone looks good on Facebook.

Whats the catch?
Simple stuff, really:
- Only use the image for profiles on social networks, Facebook, Twitter,Flickr, etc.
- Please don’t crop out my logo, and a credit would be nice.

How’s it gonna go down?
Drop by the studio between the times listed. Feel free to bring a few different changes of clothing or props. Please no guests, animals, children,etc. Keep it simple! We’ll take a few snaps, and one image will be selected and sent to you big enough to use as your profile image.

What if I want more than one?
Hmmm, well we’ll have to talk about that if that’s the case.

What if I can’t make it?
Don’t worry, I might do this again, if it turns out to be fun!

I have no idea why, but I cringed when I sent the invite. I felt nervous and scared to do this.

To give away what you do, the basis of your business for free, in any form is a scary thing. This was new territory for me and I had no clue what would happen.

Would all 700 friends show up? Would no one show up?

Fortunately right away my fears were dashed with the overwhelming response.

People seemed impressed that I felt strongly about their profile images that I would do it for free. Even people who weren’t able to make it still expressed their gratitude. The power in the gift doesn’t even rely on anyone taking you up on the offer. Over the next few weeks I reminded people with my status updates of the event. People who weren’t my friends on Facebook, but were on Twitter were asking if they could come anyway.

The day of the event, we had approximately 40 people show up.

It became not only a photo shoot but a networking event. Rather than mingle in the waiting area as I intended, everyone hung out in the studio to encourage each other, egg each on, and enjoy the antics.

Some people brought props, some sat for a photo when they hadn’t planned on it, some just hung out and chatted. Jamie and Lisanne of BlinkWorks shot a behind the scenes video which in turn, had people interested in their business.

Facebook Friday – Ian McCausland from BlinkWorks -James Swirsky on Vimeo.

For me the real pay off was watching the reactions and all over Facebook as everyone changed their profile pictures. For the last few days, the comments have been constant, the new friends adds about three to four a day, and the amount of goodwill generated is priceless. I will probably do another one down the road, Twitter Tuesday anyone?

Ian McCausland is a commercial photographer in Winnipeg Manitoba. He’s embraced the social aspect of the internet since 1992, before the web! (Check his URL. This man bought up the ian.ca domain before folks even knew what domains were). Find Ian on Facebook or follow him on Twitter.

Well, a Bachelor of Commerce, but let’s not be so literal.

We come from all kinds of backgrounds. Some come up through the creative side, writing or designing ads. Some are business school grads.

Because of this diversity and lack of oversight, you also get your layer of pretenders without much practical experience.

Social media marketing and the self-branding smokescreen of virtual life are bringing such self-styled gurus out of the woodwork, with thousands of “social experts” clamouring for attention.

This is really annoying to some people, though I think personal hubris is a quality of stars and that people with real ideas deserve a chance, however “proletarian” their roots. And anyway, the lack of official permission makes for an exciting Wild West meritocracy, in all stripes of marketing.

Though there are no hard and fast qualifications to be a marketer, there are many knowledge and skill sets that are darn useful when it comes to social media marketing.

Let’s take a look at the qualities that shine in the online persuasion space. All definitions from Dictionary.com.

Marketing (mar’ki-ting)

The act or process of buying and selling in a market.

Well that’s pretty interesting right there. Selling is a component of marketing, but so is buying. Marketers are consumers too. Put your customer hat on and see how your social media efforts look.

Communication (kuh-myoo-ni-key-shuhn)

The imparting or interchange of thoughts, opinions, or information by speech, writing, or signs.

Hey, there’s a pretty broad spectrum there. Are you a great talker with a big smile? Make a video! Is visual language your thing? Design it without words. Use your strengths to convey your message.

Strategic thinking (struh-tee-jik thing-king)

A plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result.

Believe it or not, goals were not big in early social media. Everyone just set out to make friends without setting up metrics. How do you know you’re there if you don’t know where you’re going?

Psychology (sahy-kol-uh-jee)

The science of human behaviour.

Social media is about interacting with … people! People have a host of very easy to recognize (and manipulate, not that marketers ever do that) motivations. Know when to stroke egos, suggest inclusion, and foster tribalism.

Sociology (soh-see-ol-uh-jee)

The science of the fundamental laws of social relations.

Gee, what could be more useful to a community builder? Understand the interaction of content producers, joiners, lurkers, the people who comment and the people who brandvocate for you. Give them what they need to do what they want to do.

It comes down to understanding people.

Marketers are people who venture into the market – and let that conjure up a big ole’ funky flea market, rife with vintage delights, quirky gems and stuff you’ve never seen before, all fitting together in unexpected ways – and fulfill people’s needs.

If you’re useful, friendy, and facilitate people’s goals in the online space, hey … you’re a social media marketer!

Contributed by the wonderful Erica Glasier.

Erica makes things (including the illustration with this post) and writes things.

She also tweets for Tactica Interactive Communications, a Winnipeg-based interactive agency.

These were presented by my employer, the National Screen Institute – Canada (NSI) – a film and television training school based in Manitoba.

We’ve put together a highlights video showing the best bits from the sessions.

I cover a bunch of things beginning with my definition of social media. I talk about the importance of genuine communication online and why you would even bother to spend so much time working on all these social networking sites.

Credits: Four ways social media is changing business information from Mashable; Outposts graphic from ProBlogger.

He recently put together a useful post about the future marketer’s skill set. I really love what he includes and wanted to share this with you.

Below I have only abbreviated Adam’s post. Please read the full post here: Tomorrow’s marketing skill set

1.  Writing skills are critical

2.  Meaningful insight into analytics/interpretation of data

3.  Nexus of marketing specializations

4.  Digital strategy development

5.  Leadership

6.  Not afraid to fail

7.  Always experimenting

8.  Understanding of tools/technologies/applications/programming languages

9.  Fresh thinking with content

10.  An understanding of how to orchestrate buzz

11.  They’ll be members of the media

12.  Content marketing will be second nature

13.  They will champion niche media over mass

14.  Understanding of the rules that govern groups

15.  Ability to tap power users and influencers