Dear Editor,Every day we listen to or look at international news and hear and see reports of natural disasters that are causing huge damages. Fires are raging in California and this is very regular, so too in Australia, floods in various parts of the world, in the Philippians, Bangladesh and many other places.These events are costing countries huge amounts of losses in property, due to destruction by fire and floods. Most of all, it accounts for the loss of lives, valuable lives, and results in tremendous grief and unbelievable human sufferings.The frequency and strength of hurricanes, tornadoes, earthquakes, and volcanic eruptions are alarming and the destructive power increasing.Most of these are the results of a great change taking place in relation to our global climate.In an article I wrote in 1990, I had pointed out that one of the main issues as it relates to climate change was that the awareness of this phenomenon was that the mass consciousness lagged behind the danger.Today that is no longer the case. The widespread coverage in the mass media and people’s own experience have raised the awareness in every nook and cranny of our world.Moreover, scientists throughout the world have been sounding the alarm with growing urgency. They have pointed out that most of the damage that has been done and is being done to our global climate and the environment as a whole has been due to the activities of us, human beings.In pursuit of wealth, we have created factories and are performing other activities that are poisoning our environment. It is not unusual to see in many countries, mainly in Asia, people walking around with face masks due to the pollution in the air.The question is often asked as to why, with all the information that we have, we continue to pursue activities that are threatening life on earth. Instead of improving the environment, we continue to inflict serious harm to it.There is no one answer to this. Many things contribute to what appears to be the world’s people consciously committing suicide. The causes are rooted in wealth and poverty!As it relates to the developing countries, this danger is being fuelled by the grinding poverty in which huge sections of the population are forced to exist under.Because of this, they slash and burn forests to grow food. Many are engaged in dangerous mining activities that are unregulated, illegal and leaves a wide swath of destruction. From poisoning our rivers and leaving huge holes in the grounds. These lead to sicknesses including malaria and many other health-destroying illnesses. Vital carbon-absorbing trees, which are hundreds of years old, are cut, thereby releasing tons of carbon and robbing us of materials to taking greenhouse gasses out of the atmosphere.At the other extreme is the wealthy persons and corporations driven by greed destroying our environment while wasting the world’s resources.They are forces that are fully aware of the consequences of their actions but deliberately hide scientific findings and even spend millions on expensive lobbies to hamper any attempt to halt climate change.Recently we learnt that some forty years ago, ExxonMobil had reports from their own scientists that their activities were contributing to great changes in the world weather patterns and serious negative impacts these have on the world’s health.Instead of sounding the alarm, the information was deliberately withheld from the public.A similar situation had developed with tobacco. For years, tobacco companies hid the dangers of smoking from the people. For them, profits were much more important than lives.Today that same behaviour is now being magnified many times over. Large companies involved in plantation agriculture and mining have been using their influence and power to get politicians elected who doubt climate change and advocate the plunder of natural nature.That seems to have occurred in our neighbouring Brazil where Lula was jailed to prevent him from contesting elections and elect a President who is not sympathetic with those who advocate preservation and conservation of resources.As a result, the Amazon is burning to make way for the logging companies, the huge mining establishments and the large-scale farmers.In the process, whole tribes of native peoples are threatened with extinction.It is a sad commentary that much of the food produced in our world, as much as 1/3, is wasted, dumped, to keep prices up.In the face of such grave threat, world leadership is sorely lacking. The quality of the political leadership in our world seems to have dissipated and has become less visionary, without a global grasp of reality.This is seen in the lack of agreements and coordinated actions to halt and reverse climate change. Many conferences are held, sponsored by the United Nations but either agreements are not reached or are so watered down that they are practically useless. Moreover, no decisive actions are being undertaken to handle this global emergency.Some social scientists attribute this serious drop in the quality of world leadership to the separation that has occurred between politics and economics. Power in many countries is not in the hands of the elected leadership but in the hands of corporate giants that have managed to separate central banks from the elected leadership of countries. The former Finance Minister of Greece, Varoufakis, related his own experience, when at a meeting with European Union Finance Ministers he was bluntly told that elections must not be allowed to interfere with economic policy.As a result, huge corporations are attracting the best brains at the expense of the state!Yet, in all of this, there are no innocent bystanders. We are all involved.Our region, the Caribbean, is one of the least polluters, but we are not spared the devastation of climate change. Very often hurricanes wipe out almost 100 per cent of our economies. The Bahamas and Dominica are the most recent.In our own Guyana, flooding is becoming more frequent. The last set of flooding in Mahaicony was due not to the rains but rising sea levels overflowing our sea defences.To turn the tide, we need mass action. Some of that is taking place in various parts of the world but this needs to become a global movement. We must move it to the centre of political and economic life so that no person or party should hold high office if he/she is hostile to taking actions to halt and reverse climate change. People must make that clear, particularly at elections time.Failing this, the fires of California and Australia, the flooding in the Philippines and Bangladesh would be child’s play as to what is ahead.Now is the time to act.Sincerely,Donald RamotarFormer President
On Saturday, October 7 and Sunday, October 8, earn a new souvenir by learning about the Earth! All you have to do is go out and find an EarthCache during the weekend of International EarthCache Day 2017!Finding an EarthCache is a great way to learn about the Earth. These geocaches do not have physical containers, but instead bring you to unique locations to teach you a geological science lesson.Feeling inspired to learn something new? Here are six fun facts we’ve learned from EarthCaches found around the world: Imperiosus Visum (GC206DF), Arizona, USAMany know the Grand Canyon was carved out by the Colorado River, but did you know that uplift from tectonic plates aided in the creation of the one mile deep canyon we see today?Photo by geovi. Hot Springs, Bath (GC185X3), South West England, United KingdomOriginating as rain water from 20-80,000 years ago, the water is heated by geothermal action. Rising up to the surface, the springs in Bath [England] are the highest spring water temperature in the UK!Photo by kiki-64. Dry Falls EarthCache (GC154BY), Washington, USADuring the Ice Age, parts of Eastern Washington, Idaho, and Montana were severely flooded as rivers forged new paths around ice dams. This EarthCache is located near a 3.5 miles wide and 400 foot tall cliff, which was, at the time, the largest waterfall in the world.Photo by HockeyHiker19. Laguna Madre (GC1EHC6), Texas, USAThere are only six hypersaline (saltier than the ocean) lagoons in the world. One is the Laguna Madre (Spanish for “Mother Lagoon”) in Texas! Photo by thardt. Geysir – Powerful hot spring (GC1G4XZ), IcelandLocated in Iceland’s Haukadalur valley and discovered in 1294, this is the oldest known geyser on the planet. Photo by bedla tygrovana. Namib Desert, Namibia (GC14W63), Namibia, AfricaAt 43 million years old, the Namib Desert is not only named the oldest desert in the world, but is also home to some of the highest sand dunes in the world: the Sossusvlei.Photo by DivanOli4.What’s the coolest (or hottest, highest, oldest) fact you’ve learned from an EarthCache?Share with your Friends:More SharePrint Related7 Continents, 7 EarthCachesOctober 3, 2017In “Community”Petra Al Khazneh (GC1V4ZY) — Geocache of the WeekOctober 5, 2016In “Community”The Creator of EarthCaching talks about the 10th AnniversaryJanuary 10, 2014In “Community”
Avery Peck’s YouTube series of DaVinci Resolve color grading tutorials are just what you need to master this elusive post-production process.Cover image via Netflix/Kobal/REX/Shutterstock.Every so often, a new YouTube channel bursts out of nowhere that makes you ask “Why didn’t I think of this content first?” or “How did I ever get by without this channel?” (Thinking of you Every Frame a Painting — you will be missed.)There’s a noticeable lack of weekly, or even monthly, color grading tutorials. After all, the subject matter doesn’t necessarily involve creative visuals and clever editing transitions like a Peter Mckinnon video. More often, these tutorials are full of screen captures, and they’re pretty straightforward. (One of the best color grading tutorials in recent years came from Australian filmmaker Juan Melara, with his summer blockbuster grade tutorial.)At the time, it looked as if that tutorial was the first of many. Unfortunately, the series didn’t continue (right away), but as of October 2017, Juan has started to produce tutorials once more.I’ve recently stumbled across Avery Peck, who has just started to produce fun — and educational — DaVinci Resolve color grading tutorials.If there is one YouTube channel that I expect to grow exponentially, it would be this one.In his video, Avery goes into full detail about getting the look from the hit Netflix series Stranger Things. There’s always been a common misconception among online grading tutorials that you can achieve the “film-look” solely in post-production, regardless of the camera you shot with, and regardless of the original composition quality. Peck takes the grading tutorial a step further by first showing you the correct way to light the scene. For example, to mimic the exterior shots of Stranger Things, Peck says there are three elements to pay attention to: dynamic range, color palette, and separation.Both seasons were shot using RED cameras, and maximizing the dynamic range is an important part of getting the look. If you don’t have the luxury of shooting in RAW format, you can still do yourself a favor by shooting in LOG or in a Cinestyle profile.Another important element is the color palette. This is a consideration that needs pre-planning in conjunction with costuming, location, and production design. Peck notes that much of the palette consists of browns and teals, with red as an accent color. Therefore, if your subject is wearing a bright green T-shirt with purple paints, it’s not going to help when you start to grade for the specific look. These are just a few notes he touches upon before we even get into Resolve for the grading process.For the full low-down, check out the tutorial below. Looking for more on color grading? Check out these articles.Why Do Filmmakers Color Grade Moonlight to Be Blue?Color Grading: How to Change the Seasons in Premiere ProColor Grading Footage in After Effects with LumetriThe Basics of Color Grading with CurvesThe Best Color Grading Software and Plugins for Video Editors
When MTV went on air in 1981, .] 2. Stay Relevant Will It Blend Today there’s a new revolution happening: YouTube is killing the MTV star. MTV and cable television is steadily being replaced by online videos produced independently by high school kids in their bedrooms, software executives with senses of humor and millions of others. Youtube Marketing [This article was written by guest contributor Kate Morris of 5. Make it Known the first video it played PlumberSurplus Viral Campaign Making a wildly popular video that has nothing to do with your business or doesn’t talk to your customer will create traffic on your site, but no business. That is ultimately what you DON’T want (in most cases). (Example: As a consumer, you no longer need to wait on your couch to see what the vee-jay plays next. Videos like this one mocking the Backstreet Boys spread across the web like wildfire. All this creates a huge opportunity for you as an individual and as a marketer. With quality videos, you can reach a broad audience, and become part of the independent production movement replacing MTV. Just as if a tree falls in the forest and no one hears it, you can’t hide your video on your site and tell no one. Put it on YouTube, tell friends, send out an email, use other mediums to announce it. Buzz is king, and to get buzz about your video going, you have to start it yourself. Anybody with a video camera has a chance to get the world’s attention. The power is no longer in the hands of production companies and professional artists. People have a real say in what is shown, what is popular, and what’s just plain bad. So how do you produce quality videos that spread? Here are my top five tips: 4. Don’t Be Pushy www.longhornkate.com ) — Video marketing is a powerful tool that can take your business to the next level, but also runs the risk of getting buried with everyone else’s videos. You need to make sure that you stand out in the crowd and reach who you need to talk to. (Example: Why make something if it’s not going to benefit your company in some way? Make sure people know that you are behind the awesome videos you create and give them a way to find you. ) 1. Be Memorable 3. Make Your Point was “Video Killed the Radio Star.” That marked the beginning of a revolution in television and music for an entire generation. If you have the right product or idea, the traffic and buzz will come to you. The key is to stay on top of trends and reach people where they are. Let them have the power and be rewarded in return. Originally published Sep 3, 2008 9:15:00 AM, updated October 20 2016 Topics: While you need to make your point, you can’t “sell” people too hard. Make your video something fun, something people will want to see and share. Let it sell your services for you. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Originally published Apr 28, 2009 8:30:00 AM, updated October 20 2016 Photo: Robert Crum on Flickr Inbound Marketing Kit So you’re graduating from college in a month, you’re interested in marketing, but the economy’s stuck in a ditch, you don’t have a marketing job, and you’re worried. What do you do to standout from the thousands of others in exactly the same situation? I interview a lot of people here at HubSpot, and I think there are a few things you can do. Here are my top 10: Start a blog. This is critical. At HubSpot resumes that list a blog immediately move to the front of the line. Here’s why: Online marketing is a complicated ecosystem in which blog posts are the cells — the most basic forms of life. If you’ve started and maintained a blog, you understand that ecosystem. You understand how search engines suck up content and spit back visitors. You understand how web applications work. You understand the concept of linking. You understand widgets and basic html. You understand how important pictures and video can be. You get the point. Start a blog. Take your job search seriously. Sounds basic, but it’s really, really important. Don’t start off your interview joking about drinking with your roommates, as one unsuccessful HubSpot applicant did this year. Show up on time, respond promptly and be prepared. It’s easy, and it makes a huge difference. Be confident. The job market is tough and looking for a job sucks, but don’t let it show. Walk into your interviews with your head high and everything under control. This is critical for marketing roles because it’s how marketers have to present their product. Start a Twitter account. Twitter will teach you a lot about new marketing techniques, but even more importantly, it will connect you with professionals and companies looking for talent. It’s also very useful from the employer’s standpoint. Right now I’m following several people who have applied for jobs at HubSpot. Twitter is a way for me to get to know them better. Think analytically. Inbound marketing is comprised of two main activities: Creating content and measuring its use. Candidates who can do both well get hired. Period. Know the company. If you’re interviewing at HubSpot, you better know what inbound marketing is, and you better know how our approach to marketing is different from that of traditional marketers. Every company has similar “must understand” tests. Figure out what they are before you apply. Demonstrate a content mindset . Go to meetups or events and post to flickr, YouTube or Facebook. Show that you’re not afraid to dive into these tools. Online marketing is about building an online presence through content. The more you can do that, the more valuable you’ll be to a company. Show that you get stuff done. There are people who get stuff done and there are people who talk about getting stuff done. Show that you’re the former. Blogging and creating content is a great way to do that. Get passionate about something. People need to know what makes you tick. You’re going to be a much more productive employee if you’re excited about what you’re doing, so employers want to understand what gets you fired up. Learn to write well. Much of the day-to-day inbound marketing grind is writing — case studies, blog posts, emails, video scripts and lots more. If you can write clearly, your employer will be able to keep you very busy. What tips would you add to this list? Please add them in the comments. I’ll update the post with some of my favorites later in the day. One more thing: If you’re a job seeker in the Boston area, definitely check out today’s MITX Digital Combine being held at the Back Bay Events Center all afternoon. I’ll be speaking on a panel at 3 p.m., “Positions in the Digital Industry: The Opportunities, Skills, and Experience Needed.”UPDATE: HubSpot friend and Boston videoblogger Steve Garfield has an awesome post today that’s right on the money: ” How to Get a Job at HubSpot .”A couple more great ideas from the comments:From Kevin Richard : “Interact with people in the industry/area you want to work in.” From David Spinks : “NEVER pass up an opportunity to reach new people.” Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Learn more about inbound marketing and how to combine blogging, SEO and social media for results. Download our inbound marketing kit .
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jul 3, 2009 11:30:00 AM, updated October 01 2019 My mom used to leave me notes and lists of chores right in my spot at the kitchen table, an easy drop for her on her way out in the morning. I couldn’t eat breakfast without moving it out of the way, making the lists hard to ignore.This should be the case with your company’s online presence — you need to be found in places where your target audience will naturally look for information. One of the keys to getting found online is to have a broad online presence, but targeted in the places that make sense for you and for your potential clients, which is a recurring lesson among this week’s top five news stories from InboundMarketing.com:1. How Broad is Your Footprint on the Web?Author: Bernie BorgesLesson: Spread and Diversify Your ContentWith millions of pages and more being created every day, it may seem impossible for your company to get found online. But according to Borges, broadening your online footprint is best accomplished by spreading and diversifying fresh content. As he says, “most marketers still think being found on the web means being found in a search engine either in an organic listing, or in a paid listing (PPC). This is a limited view of effective inbound marketing on the web.”Borges recently spoke to a prospective buyer who could not pinpoint where he had come across Borges, yet in the past week he had found his company’s website, blog and a podcast. Borges emphasizes that sellers who want to succeed in the coming decades need to have strong content across a variety of web platforms and engage with relevant communities.2. YouTube CTA Overlay Lets You Drive Users ElsewhereAuthor: Marketing VoxLesson: Use Multimedia Channels to Drive TrafficThis new feature on YouTube adds a call-to-action overlay to videos; advertisers can now redirect viewers to their site or product through links in this overlay. (Here’s an article that explains how to add the overlays.) Before, a viewer might have watched a video or commercial and then moved on to another clip, promptly forgetting any marketing messages. Now, an organization can bring the viewer to their site instantly.Non-profits such as charity:water have already benefited from this new feature. YouTube recently put a video supporting charity:water on its homepage, which resulted in $10,000 in donations for the organization in a single day.3. A Checklist to Choose Which Internet Marketing Channel is Right for Your BusinessAuthor: Rand FishkinLesson: Know Your Company & Your ResourcesIn his post, Fishkin addresses the following question: “If a client came to you with $1 million to invest in a single Internet marketing channel, which one would you choose?” Fishkin has put together a series of graphs and charts that show how a company could measure its budget, goals and available talent to determine which channel would have the highest ROI.So, before you can attempt to bring in more visitors to your site and convert more of these visitors to leads, it’s important to know your own capabilities, strengths and weaknesses. After taking these into account, you will have more insight to choose the internet marketing channel that will be the most effective for you.4. Strategic Blogging and Some Tactics to Nail ItAuthor: Chris BroganLesson: Go With What Works for YouThis post by Brogan discusses various strategies to take with blogging for business to get back that ROI. Brogan emphasizes that a strategy does not have to be set in stone, it should be malleable, aligning with your company’s current needs and goals. There are many different ways to use a blog to accomplish a goal — from how-to posts to posts that spotlight a customer or a case study. Figure out your goals first, and then choose the best strategy for you.5. 7 Tips on how B2B marketers can leverage social mediaAuthor: Brian CarrollLesson: You Have to Give to GetThe lesson here reflects a basic principle of good inbound marketing. Carroll’s tips reiterate the teaching that you cannot expect to get visitors, leads, comments, customers, retweets, or whatever it may be, unless you give valuable content by sharing blog posts, e-books, whitepapers, presentations, webinars with people who are interested in that information.Using social media is an easy way to share content, absorb others’ content, to be helpful and to receive help from others. Establishing yourself as a trusted source in your industry can be accomplished through the continued use of social networks, but only if you are willing to listen and share.Photo: SewPixie .: actually sewing :. Webinar: How to Sell Social Media to Your Boss Social media guru Chris Brogan explains how to demonstrate the value of social media marketing. Download the free webinar to learn how to get your company started with social media.
Social Media Topics: Originally published Dec 16, 2009 11:46:00 AM, updated October 01 2019 According to Tnooz, a travel industry news site, Carnival Cruise Line is introducing a new social media policy in 2010 that prohibits partners from using any Carnival trademark or intellectual property on social media websites including Facebook, Twitter, Linked in – without prior written approval. This new change is being rolled out January 1, 2010 alongside a policy baring third party bidding on search terms.Carnival’s Policy Prohibits Travel Agents From Using Its Trademark on Any Social Networking Website or Blog. The new social media policy prohibits any travel agency from sharing Carnival’s trademark on “any profile, account, page, or post on a social networking website (including by example, but not limited to, Facebook, MySpace, Twitter, LinkedIn, etc.) blogging website (including by example, but not limited to BlogSpot.com, WordPress.com, etc.), Video Website (including by example, but not limited to YouTube, etc.), or any other website operated by a third party, directly or indirectly controlled or posted by Travel Agency (“Social Media Website”). “Travel Agents May Share Publicly Available Carnival Specials, But Should Seek Written Permission to Share Carnival Videos & PhotosAlong with the policy, a Carnival Cruise line spokeswoman, Jennifer de la Cruz, issued a statement articulating the intent of the new policy. Explaining that partners are allowed to represent the Carnival specials within social media as long as that information is publicly available. “The intent is simply to try to ensure that our agency partners are working with us in how they represent the Carnival brand within social media. If an agency wants to tweet about a publicly available Carnival special, they are free to do so. If they want to upload Carnival assets such as video, photos and other content, they need our approval. The objective is to simply ensure that our trademarks are being used in a coordinated and on-brand manner.”Some Inbound Marketers might find it unusual that Carnival is seeking written permission to share content that Carnival has created, including videos and photos. One of the cornerstones of Inbound Marketing is to create remarkable content that people (including partners!) want to share online and make it easy for them to do so. Is This New Social Media Policy Too Restrictive? While it’s understandable that Carnival would want their partners to be transparent about the relationship they have with the Carnival online, it seems a little out-of-touch for them to only allow partners with written permission to share Carnival content through social media (especially when they could potentially just share customer uploaded photos from YouTube & Flickr). Perhaps this was Carnival’s intention, but I wonder if this restrictive policy might prevent partners from sharing materials through social media at all. Pete Caputa, Manager of HubSpot’s Partner Program believes Carnival’s policy may be too restrictive, too. He says,“While I understand why Carnival has banned their partners from using the Carnival brand name on social media sites as a way to prevent partners posing as Carnival representatives, I hope it is not the only thing that governs how their partners interact with prospects and customers via social media. Though at HubSpot we don’t want our partners to position themselves as HubSpot and abuse our trademark, we do want to encourage them to continue experimenting and leveraging social media. We especially encourage partners to share any relevant content on our website with their followers (as long as they aren’t posing as HubSpot).”As the adoption rate of social media continues to climb, there is no doubt that more businesses’ will start trying to formalize the way that their partners communicate through social media. However, it’s important that you articulate effective ways of communicating online with your partners and invite them to share your remarkable content within their network, rather than exclude them from it. Update: Tnooz is reporting that a Carnival spokeswoman is going to update the 2010 policy so it’s not as “far reaching.” Video: How to Use Social Media for LeadGenerationTeach your partners the right way to communicate with social media. Download the free video and learn how to leverage Twitter, Facebook andother social media sites to generate leads andcustomers. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Phil Simon joins us for another exciting episode of Inbound Now, HubSpot’s social media and inbound marketing podcast! Phil is the author of The Age of the Platform, The New Small, Why New Systems Fail, and The Next Wave of Technologies. He focuses on the intersection of people, management, and technology.In this episode, we chat about:The concept of building platforms and planksAdopting community and letting people develop on your platformLearning from the gang of four (Amazon, Apple, Facebook, and Google)How to compete against an entrenched platformTips on building your own platformEmerging platforms to keep an eye onGetting people to build on top of your platformThe future of where the platform is headed Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Oct 20, 2011 8:00:00 PM, updated July 03 2013 Check out other episodes of Inbound NowPlatforms and Planks”All platforms are not the same. The planks that I have in my platform, for example, are different than the planks that HubSpot has in its platform.”Your platform is your core business, and your planks are all the other elements and areas that lead back to your main platform. The more planks you have, the more powerful your platform becomes.It’s all about diversifying and not being afraid of failure.Adopting Community and Letting People Develop on Your Platform”You want people to take your product and services in different directions.”An example of this is Twitter and TweetDeck. Several months ago, Twitter bought TweetDeck — a company that took its API in an interesting direction.Learning From the Gang of Four”One of the bones of contention in a few of the interviews I’ve given is this notion that a small or medium sized company can’t learn something from Apple, Amazon, Facebook, and Google. I say yes it can.”There are lessons for mid-size companies to learn from the gang of four (Amazon, Apple, Facebook, and Google). Perhaps you can implement Google’s notion that engineers get to play around one day a week, or create your own app in the App Store.You can build your own platform, even if you’re just a company of one.Can You Compete Against an Entrenched Platform?”Look at Facebook. It was by no means the first social network. There was MySpace. There was Friendster. There was Classmates.com. But if you read an excellent book that I referenced in The Age of the Platform, in The Facebook Effect by David Kirkpatrick, he writes about how Mark Zuckerberg, back in 2000, 2001, was obsessed with speed.”Being first to market your product means nothing if you can’t support the volume and you can’t scale.On the flip side, there is something to be said for being first (you can build an online bookstore tomorrow, but it won’t overtake Amazon anytime soon). It’s just not always a given. It’s a competitive edge to be first, but it’s not a given that you’ll always be first (things go viral very quickly).Tips on Building a Platform”By building a platform and embracing this notion of ecosystems, you can increase the probability that when something happens, you can respond really quickly.”You can’t be afraid of experimentation or failure. Look at your platform, and see what planks make sense. For Phil, he runs a publishing company and he does speaking — so having a book and being active on Facebook, Twitter, and LinkedIn make sense.You can’t predict the future, but you can be prepared to act.You want to make your own platform as easy as possible to navigate. Don’t spend the time and money integrating video into your website — be on YouTube and Vimeo. You can take advantage of other platforms by using them as planks of your own.Emerging Platforms”There’s no reason that the Gang of Four has a monopoly on platforms.”Twitter, believe it or not, could be considered an emerging platform. They’re not quite at the level of Facebook, in Phil’s opinion, but they’re getting there through partners in different ecosystems.WordPress is an emerging platform. A fraction of the top thousand websites are running on WordPress, and they have a whole community of developers and companies that take WordPress in different directions.There’s also Salesforce.com and Force.com. They’re trying to let people build bridges to and from data, giving them apps, etc.Getting People to Build on Top of Your Platform”If you look at what the Gang of Four does with marketing, I think it’s very different than traditional marketing. I would argue it’s not marketing to people and not marketing at people. You’re almost letting the users and the consumers market for you.”Some of the companies we’ve mentioned do traditional advertising. But the real value is from people evangelizing their platforms on their behalf.The Future of Platforms”I think that platforms will become more and more important. Technology keeps changing faster and faster. People are looking for convenience and the one-stop shopping.”Phil sees platforms becoming more important. But if companies don’t continue to change and evolve and embrace uncertainty and risk, they won’t be around.Connect With Phil OnlineYou can follow Phil on Twitter @PhilSimon and on his main site. Also, make sure to pick up his new book, The Age of the Platform. Inbound Marketing
We inbound marketers need to stick together! Sure, we have our quirky obsessions with data, Excel, content creation, and lead generation. But hey, that’s what makes us so darn successful! Read this list, and see if you can relate. If you do, there’s a very good chance you’re an inbound marketer too!101 Signs You’re an Inbound Marketer1. You can calculate visitor-to-lead conversion rates in your sleep. (Tweet this!)2. You dream about Excel. (Tweet this!)3. You could have a full conversation in acronyms, including CRM, CTR, SEO, and CTA. (Tweet this!)4. You keep in touch with your mom using a lead nurturing campaign. (Tweet this!)5. Your salespeople go from asking for more leads to asking for more high quality leads. (Tweet this!)6. You don’t know whether to laugh or cry when you encounter a website that is built in FLASH. (Tweet this!)7. You’re the mayor of your office (on Foursquare). (Tweet this!)8. Your dog/cat/bird/hamster is named Godin/Kawasaki/Brogan/Scott. (Tweet this!)9. Your friends who don’t ‘get’ inbound marketing think you “do social media” for a living. (Tweet this!)10. You ward off outbound marketing ghosts and spirits with The New Rules of Marketing and PR. (Tweet this!)11. You click “send” on a marketing email, and then obsessively check how many leads came from that send every five minutes. (Tweet this!)12. Your funnel is so fat, you have to do lead scoring to help your sales team prioritize their time. (Tweet this!)13. You measure everything. Twice. (Tweet this!)14. After seeing a couple of data points, you feel an immediate itch to create an infographic. (Tweet this!)15. You know all about cookie tracking (and it has nothing to do with your two-year-old). (Tweet this!)16. You know exactly how many visitors, leads, and customers you got from Facebook … yesterday. (Tweet this!)17. Your CEO asks you how you can invest more in marketing, instead of asking you to cut the budget. (Tweet this!)18. You brainstorm blog post ideas in the shower. (Tweet this!)19. Even your personal Facebook, Twitter, and LinkedIn accounts include calls-to-action. (Tweet this!)20. The funnel is your favorite shape. (Tweet this!)21. You tell salespeople who cold call you that they should learn about inbound marketing. (Tweet this!)22. You “like” everything. (Tweet this!)23. You send out daily emails to your team with graphs and charts. (Tweet this!)24. NoFollow tags make you cry. (Tweet this!)25. Your sales team loves you. (Tweet this!)26. When Twitter goes down, you feel lost. (Tweet this!)27. To you, “going viral” is a good thing and has nothing to do with zombies. (Tweet this!)28. You constantly publish blog posts titled, “X Ways to do Y.” (Tweet this!)29. You don’t actually like the Grateful Dead’s music, but you think their marketing rocks! (Tweet this!)30. Your email is your to-do list. (Tweet this!)31. You write blog posts on the fly on your smartphone while traveling. (Tweet this!)32. You follow more internet marketing celebrities on Twitter than mainstream pop celebrities. (Tweet this!)33. You use tools to streamline as much of your marketing as possible. (Tweet this!)34. You have a favorite URL shortener. (Tweet this!)35. You respond to every request for event sponsorship with … “Well, what if we wrote a guest blog instead?” (Tweet this!)36. You understand 302 redirects are evil. (Tweet this!)37. You know the ROI of social media. (Tweet this!)38. You know search engines can’t be gamed, but gosh darn it — you still try! (Tweet this!)39. Your Facebook feed is more about work than friends. (Tweet this!)40. Sometimes #YouThinkInHashtags (Tweet this!) 41. Salesforce integration with everything is a necessity. (Tweet this!)42. You have multiple monitors to monitor Twitter and Facebook as you work. (Tweet this!)43. You obsess about the number of business days in a calendar month. (Tweet this!)44. You’re a little bit embarrassed to even *suggest* increasing your paid search or display ad budget. (Tweet this!) 45. Your emotional attachment to “traffic” is strong enough to make you jump in your car and seek gridlock. (Tweet this!) 46. You create badges for everything. And you compete for them. (Tweet this!) 47. You know what a persona is, and you create content that appeals to that persona. (Tweet this!) 48. You always know the event hashtag, and you livetweet from conferences. (Tweet this!)49. You can type on your smartphone as fast as you can on your computer. (Tweet this!)50. You take your follower count very seriously. (Tweet this!) 51. To you, link love is more romantic than flowers and candy. (Tweet this!)52. You have your Twitter username on your business cards. (Tweet this!)53. You know what your prospects’ buying cycle looks like. (Tweet this!)54. You obsess about creating content that appeals to prospects at all stages of their sales cycle. (Tweet this!)55. You know ‘content marketing’ and ‘social media marketing’ are tips of the inbound marketing iceberg! (Tweet this!) 56. You have no shame asking for an inbound link when someone mentions your company in a blog article. (Tweet this!)57. You fight against killing kittens by not sending spam emails. (Tweet this!) 58. Your CEO asks you how you lowered cost-per-lead quarter over quarter. (Tweet this!)59. You roll your eyes when salespeople tell you they have to attend another trade show. (Tweet this!) 60. Your executives understand the importance of blogging, and they make time to do it. (Tweet this!) 61. Your company has more “fans” than Justin Bieber. (Tweet this!)62. You segment your leads via lead source, company size, and hair color. (Tweet this!)63. You watch YouTube for inspiration. (You swear it’s for inspiration!) (Tweet this!)64. You’ve trained your sales team to use lead intelligence to time their sales calls better. (Tweet this!)65. Whenever someone asks you a data question, you tell them to build a pivot table. (Tweet this!)66. Your Website Grade is greater than an 85. (Tweet this!)67. You have a Salesforce dashboard to monitor all your Salesforce dashboards. (Tweet this!)68. You know what a marketing SLA is. (Tweet this!) 69. At every event, you take photos, videos, and write a wrap-up blog post. (Tweet this!)70. Your emails to colleagues use bolded phrases, headers bullets, and optimized subject lines. (Tweet this!)71. You keep up with what your friends are doing via their blogs. (Tweet this!) 72. In casual conversation you’ve said, “That would make a great ebook,” or “I’m doing a webinar on that.” (Tweet this!)73. You Google yourself every day to make sure nothing embarrassing is suddenly ranking for your name. (Tweet this!)74. You can speak in 140 characters. (Tweet this!)75. Your blogging software knows which keywords to fight to the death for, and how hard it will be to rank. (Tweet this!)76. You test EVERYTHING, including layout, button color, subject line, and sender name. EVERYTHING. (Tweet this!)77. You love reading blog post lists, which is why you’ve read this far. (Tweet this!) 78. You believe that traffic is a useless measure unless you can see how much of it converts into leads. (Tweet this!)79. You can multitask tweeting, blogging, reporting, and emailing all at once. (Tweet this!)80. You run three different browsers to manage all of your Google accounts. (Tweet this!)81. You’ve been known to save bad marketing automation emails, forward them to friends, and laugh at them. (Tweet this!) 82. Your best friend’s idea of a practical joke is to start a website to make fun of you. (Tweet this!)83. You require flexibility to change your landing pages and website content whenever you want. (Tweet this!) 84. You actually KNOW which pages on your website signal the greatest likelihood to buy. (Tweet this!)85. You’ve empowered your non-marketing colleagues and customers to evangelize your company on your behalf. (Tweet this!) 86. You take Twitpics wherever you go. (Tweet this!) 87. You have to force yourself to leave work at the end of the day. (Just one more minute! This post is almost perfect!) (Tweet this!)88. Your favorite night out is a networking event. (Tweet this!) 89. You own an iPhone/iPod, MacBook, AND an iPad. (Tweet this!) 90. Email marketing is your best friend and your worst nightmare, all at the same time. (Tweet this!)91. You’re the star contributor to every LinkedIn group you’re a part of. (Tweet this!)92. Long-tail keywords are your best friend. (Tweet this!)93. All the SWAG you give out has QR codes on it. (Tweet this!) 94. Your family has a Google+ Circle, and you plan to use Google Hangout to celebrate Thanksgiving this year. (Tweet this!)95. You celebrate your Twitter anniversaries. (Tweet this!)96. You have more landing pages than products. (Tweet this!)97. Your bookshelf has all 3 versions of The New Rules of Marketing and PR, bookended by Inbound Marketing. (Tweet this!)98. You regularly have more browser tabs open than a developer or engineer. (Tweet this!)99. You’ve taken every FAQ out of your email archives and turned it into a blog post. (Tweet this!)100. You brainstorm secondary conversion offers at lunch. (Tweet this!)101. Your business is growing in a downturned economy. (Tweet this!)What are the signs telling you? Are you an inbound marketer? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Social Media Marketers Originally published Oct 27, 2011 9:00:00 AM, updated October 20 2016
Originally published Jan 27, 2012 9:00:00 AM, updated July 28 2017 Topics: Marketing Reporting Here’s a challenge for all you marketers who are on top of your game: How do you make sure your marketing team is taken seriously within your own company? One important step you should take is publishing a thorough, thoughtful, quantitative monthly report on your marketing team’s impact.For as long as there’s been marketing, marketers have struggled to show their impact. But today, there’s no need to struggle. Today, it’s simple to collect the data you need to show how your marketing investments are generating revenue for your business. You just have to pull together the right reports.At HubSpot, our marketing team creates a deck of over 200 slides each month to cover every last marketing detail. That’s extreme, and it might not be necessary for all companies. But what is important for all marketers is a core set of slides that reports on inbound marketing results. (Note the word “results.” We’re not showing what we did . We’re showing what we achieved .)So here are some of the core slides we use to report on our results. What do you think we’re missing? I’d love to hear about it in the comments! 1. Visits by Source This is your measure of the top of your funnel. It tells you, month-over-month, how many people are coming to your site, and how they got there. You can look at this slide quickly to see which marketing channels are driving your changes in overall traffic. (HubSpot customers can find this report in Sources .) 2. Leads by Source This is your measure of your middle-of-the-funnel (MOFU) activity. This slide answers the questions, “How many leads did we generate, and which channels did they come from?” You can use this report to track month-over-month changes in lead volume and to figure out ways to improve the results. For example, if you’re generating a lot of traffic to your blog articles , but you aren’t converting any leads there, you should experiment with different ways to improve blog page conversions. Maybe you need better calls-to-action (CTAs). Or maybe you need better blog offers. Whatever the root of the problem, this report can help identify its location and help you understand where to dive into the details and diagnose. (HubSpot customers can get this report in Sources .) 3. Funnel Summary This is an overall view of your marketing funnel that shows you the five most important metrics —visits over time, leads over time, customers over time, visit-to-customer conversion over time, and lead-to-customer conversion over time. This data gives you a great overall sense of your marketing team’s performance. (HubSpot customers can get this data from Sources .) 4. Paid vs. Organic Leads This view helps you show how much of your lead flow is coming from paid campaigns and how much is coming from organic inbound marketing. If you’re trying to build an inbound marketing machine and keep your paid spend down, this slide can help you track your progress. (HubSpot customers can get this data from Sources by exporting and aggregating all their organic campaigns, then comparing that to their paid campaigns.) 5. Top Blog Posts by Page View This slide helps you keep track of the content that’s engaging your community. This knowledge should help you refine your blog articles to generate even more traffic, and to refine your overall marketing strategy to better reach your target personas. ( HubSpot customers can find this data in their monthly report or Blog Analytics .) 6. Top Landing Pages by Leads This slide shows you which offers and landing pages are generating the most leads. You should know this information and constantly be testing new offers and landing pages in order to create new leaders generating even more leads. (HubSpot customers can see this in their Landing Page Dashboard .) 7. Lead Speed to Your Event This is a way to measure lead quality. In other words, how good are the leads that you’re sending to your sales team? If there isn’t much time before your leads convert into an event, the marketing team is doing a good job. If your leads take a while to convert, you need to do a better job nurturing your leads . (HubSpot customers can get this data from a CRM like Salesforce.com when it’s integrated with HubSpot.) Bonus for HubSpot customers! Most of these slides are already being created for you. Keep an eye out for a personalized monthly report that gets sent to you at the beginning of each month. The report contains a link to download a PowerPoint version of your own monthly report. Make sure you’re using it! What other marketing data do you report on for the rest of your company? Image Credit: SqueakyMarmot Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack