Are You Using the World’s Second Biggest Social Network?

It’s official: Google+ is now the world’s second biggest social network.

In June 2011, Google released its new social network Google+. It started with a bang, rapidly reaching 40 million users, but then its growth slowed. I’ve been a big fan of Google+ (for reasons I’ll explain soon), but most experts weren’t optimistic. It was famously labelled a “ghost town”, and has largely been ignored by people talking about social media.

Well, a new report has found that Google+ is now the second biggest social network – behind Facebook but bigger than Twitter and LinkedIn.

I think this is great news (and not just because it proves me right :-) .

Why? Because a successful Google+ means better results when people are searching Google. That’s good for everybody searching Google, and it’s good for all of us who want to be found by the right people.

Why is this important?

If Google+ wasn’t owned by Google, this wouldn’t be such a big deal. But because of this connection, it means Google can use what you do on Google+ to decide how to display search results.

Here’s an example …

Fringe Festival PerthLast weekend, Perth was alive with art and culture. It was the official opening of the Festival of Perth, the middle of the Fringe Festival, the Chinese New Year’s celebrations in the city, the University of Western Australia’s centenary celebrations, and more.

If you were Google trying to help people who wanted to know what to do in Perth that weekend, how would you decide? All of those events are good, but they appeal to different people. So Google can’t just decide based on which has the best Web site, or which is the most popular, or which has the best SEO (search engine optimisation).

It turns out there’s a pretty good solution to this problem – and Google has been doing it for years: It shows different search results to different people. And the way it chooses what to show you depends (among other things) on what your friends, and their friends, like.

This makes sense, because birds of a feather flock together. You probably share similar interests, incomes, lifestyles – and even body weight and health – as your friends (and their friends). So if Google knows what they like, it can tailor your search results to show you what’s more likely to be relevant.

That’s where Google+ comes in.

Facebook knows your “friends” because you’ve accepted them as friends. But Google doesn’t have access to Facebook data.

Twitter knows your “friends” because you follow them and they follow you. But Google doesn’t have access to Twitter data.

But Google does know who you connect with on Google+. And it uses that information when feeding you search results.

More importantly, it uses that information when feeding search results to your clients, colleagues, and other important people in your network!

Here’s how this works in practice …

So, for example, if you’re a leadership speaker and a conference organiser is searching Google for a leadership speaker, Google will give you priority if you’re already connected to that conference organiser on Google+ or you’re connected to somebody else who is connected to them.

That last bit is the key to getting found on Google. You don’t have to be directly connected to somebody, but you can be connected indirectly via somebody else.

If you think about it, this makes sense. It’s a small world, and the conference organisers you want to deal with probably know other conference organisers you’ve worked with, clients you’ve worked with, and other speakers like you. They would value those people’s recommendations in the offline world, so why not in the online world as well?

It’s time to get active on Google+

All of this means you can’t ignore Google+ anymore. If it still looks like a ghost town to you, that’s because you haven’t been using it.

So get started!

Create an account, start connecting with people you know, and start participating in it. At the very least, every time you write an article for your newsletter or blog, copy it to Google+ as well.

Would you like to learn more about Google+?

Soon after Google+ launched, I ran a webinar about it and what it means for you as a marketer and business owner. As I pointed out at the time, it’s not a Facebook killer or Twitter killer, but it might turn out to be the biggest change in search engine marketing in the last decade.

Australia Post’s Tracking System is Too Cryptic

When I bought something on-line recently, the supplier sent me a link to track the order through Australia Post. That link took me to a page like this:

Although Australia Post employees might understand this, it makes no sense at all for ordinary customers (for example, what does “Manifest received” mean???).

In fact, it’s so cryptic that Catch of the Day (where I bought the product) has had to add an explanation in its e-mail notification:

“Your order may be marked in Australia Post’s system as “Manifest Received”. This means that your order has been assigned a tracking number and is ready to be picked up.”

Here’s the point: If you’re going to offer your customers access to your internal systems and processes – and this is a good idea – do it in a way that makes sense. Otherwise it’s worse than not offering it at all.

Joint ventures: Give before you get

I frequently get invitations to collaborate on things – whether it’s as small as promoting somebody’s product to my list or as large as building a new on-line business. Most of the time, I say No.

Don’t get me wrong. I’m not against collaboration – quite the opposite, in fact. And I’ve been involved in some fulfilling, rewarding and profitable joint ventures and collaborations.

But most of the people who invite me to collaborate don’t offer much in return. Sure, they might think they do, but they don’t provide real, tangible proof that I’m going to get something useful from even talking to them about their idea. The trouble is, I get so many offers that I simply don’t have time to pursue them all.

I’m not alone. I’m sure this is true of everybody who has established some sort of reputation – and even just longevity – in their business.

So if you want to collaborate with somebody like that, give – and give a lot – before you expect anything in return.

For example, almost every meaningful business collaboration I’ve been involved with has been with somebody in my eGurus Community, and somebody I’ve known for at least six months (and more often longer than that).

The eGurus Community is my paid membership site. So am I asking you to pay me before we start talking about collaborating? Well, no … I’m just saying that if you’re not part of this membership site, I probably don’t know you well enough – or long enough – to judge whether this is going to be a good investment of my time.

You might think this is unfair, but I would apply the same principle in reverse. If I wanted to invite you to collaborate, I would first go out of my way to engage with you as closely as possible, then figure out how we might collaborate, and then make an offer with a lot of value for you.

Are they competitors or collaborators?

For the past year, I’ve been positioning my eGurus Community as “from Expert to Authority”. Interestingly, the idea of “authority” is also being used by some other people I know:

  • For even longer, Maria Carlton has been running a membership site and a workshop called Idea To Author-ity.
  • Matt Church has recently been talking about the need for thought leaders to be authorities.
  • Andrew O’Brien, Steve Major and Trevor Dixon are helping professional service firms to become trusted authorities.

With all this focus on the “authority” concept, does this make it a crowded market, with everybody jostling for position and fighting over the same clients?

No! On the contrary. It’s an excellent opportunity for collaboration and synergy.

One of the nine core principles I teach relates to developing thought leadership content, so it fits in nicely with Matt’s ideas. Another principle is about trust, so it’s connected with what Andrew, Steve and Trevor are doing. And another is about publishing content, so it’s a good opportunity to work together with Maria.

And I would think the same applies for them in turn: building authority is partly about your on-line presence, which is my area of expertise.

All this inter-connectedness means we can all talk about the same broad concept without stepping on each others’ toes or fighting over a scarce market. In fact, because our approaches neatly dovetail with each other, it’s easy to help each other succeed. For example, Matt and I have interviewed each other for books, I’m a guest presenter on Maria’s webinar series in November, I’m asking Maria to contribute to a book, and Andrew will be interviewing me for his radio show.

I wonder whether you have similar opportunities to work together with other people – even those you might have considered to be competitors?

Who Else Do Your Customers Need?

Stop trying to do it all by yourself. One of the easiest ways to serve your market better is to bring in other experts who can help them. Stop thinking about yourself; and think instead of your market, your audience, your readers, your loyal followers.

Download the MP3 file here to your computer

Help Is Close At Hand

I’m sure you would agree that interruptions are one of the biggest obstacle to greater productivity, right? Two ways to reduce interruptions are to temporarily shift your work place or your work time. But that isn’t always possible or convenient, and sometimes you do get interrupted during your work day. And if it’s an interruption from somebody who needs help, you might need to handle it.

Fortunately, the Internet does offer some useful tools to help you manage – and in some cases, eliminate – your interruptions. Even if you can’t completely eliminate the need for people to seek your help, sometimes you can divert them elsewhere instead.

Here are three alternatives:

  1. Self Help: You help them solve problems on their own.
  2. Help Each Other: You build a community of people who can assist each other.
  3. Helping Hands: You introduce an intermediary, such as a virtual assistant or help desk, who can provide support.

Let’s look at these briefly …

1. Self help

Compile a list of frequently asked questions and answers (often called a “FAQ” – for Frequently Asked Questions), and post them to a Web page (password-protected, if they are confidential). Tell people about it, and if they do ask a question that you’ve answered there, refer them to the answer (which gently reminds them to check it in the future).

Of course, you should review the FAQ periodically to ensure it’s accurate and current.

2. Help each other

If you work in a team, or you have several customers who use a product or service, form a community and encourage them to consult each other if they need help.

You could do this with a wiki, which means anybody in the community can update it. This makes it more relevant and current than documentation prepared by an individual, because it represents the contributions of several people. It also requires less effort from you because the workload is shared by multiple contributors.

For example, here is a snapshot of the wiki Rae and I use within First Step to manage our internal procedures:

It’s not perfect, but whenever we find something missing or incorrect, we fix it immediately.

3. Helping hands

The next option is to get an assistant – or a virtual assistant (somebody who isn’t in the same office as you). They can do secretarial work for you, and they become the first point of contact for people who need help. As they get more experience, you can add more sophisticated tasks to their role.

The best way to find a virtual assistant is by asking around. Many independent business owners use virtual assistants, and their experience counts for more than almost anything else when choosing one for yourself. So tell your Twitter followers, Facebook friends, LinkedIn connections and other communities that you’re looking for a virtual assistant, and ask for recommendations.

If your assistant has a lot of tasks, and you’d like to be able to check them at any time, you can create an on-line spreadsheet (in Google Docs, for example), which you and your assistant (and others on your team) can read and update.

4. Pitch in and help

Finally, there will be times when none of the preceding options will do, and you really do need to get involved. Do this willingly and graciously, rather than through gritted teeth. As much as you might wish to minimise these situations, when they do occur, they usually occur for a good reason.

Here are some simple tips for making this as effective and painless as possible:

  • Before you rush in to answer the request for help, make sure you really understand it. Don’t guess – if in doubt, ask!
  • If you get the request by e-mail or voicemail, reply quickly to acknowledge their request, and give them some indication of your plan.
  • If it’s going to take a long time, report on progress along the way.
  • If there are any delays, alert the other person to them as soon as possible. Don’t wait until the deadline itself – that doesn’t give them any room to adjust.

Finally, after you complete the task, look to the future. Consider whether you could improve your systems and processes to prevent this recurring – or at least, preventing the need for the other person to contact you. Sometimes this isn’t possible, and sometimes it isn’t even appropriate; but at least consider it.

Could you use any of these options?

Some of these things might seem too simple. But don’t discard them too soon! I’ve talked to quite a few people who have done just one or two of these things and seen big improvements in their productivity.

Six Key Benefits of a Membership Site

A membership site offers the promise of recurring income, but that’s not all. Here are six key benefits of creating your own on-line community.

1. Recurring income

If you’re charging a monthly or annual subscription fee for your site, of course one of the biggest benefits is that it gives you a source of recurring income. This is one of the most obvious benefits, of course.

2. Market once, profit forever

When you convince somebody to sign up for your site, you can then charge their credit card every month or every year over and over again without having to convince them to re-sign each time. Of course, you have to give them enough value so they won’t cancel their subscription. However, the marketing only takes place the first time they sign up.

3. A vehicle for value

If you’re an expert in your area, you’re always finding new material – reading books and e-books, finding blog posts, finding articles, listening to podcasts, and so on. The membership site gives you a place where you can share that material with your members.

A few years ago, before I started my membership site, I published a monthly e-mail newsletter exclusively for my clients. Each month, I sent them a useful e-book to download. I started this mailing list because I was reading so much and I was frustrated that I had no way to deliver that value to clients. Now that mailing list is obsolete and has been replaced by the membership site. However, the principle is the same – it’s a place for me to share what I learn with selected people.

4. Build loyalty

Your membership site builds loyalty because the members remain as your clients and customers. I remember somebody saying once, “The only time clients hear from you is when you send them an invoice”. Is that true for you and your clients? If so, a membership site is a wonderful gift to clients, so they look forward to hearing from you regularly.

5. Reward loyalty

Your site also rewards loyalty. Members get access to things that non-members don’t – for example, discounts on events, free access to certain things, priority access to you and guest experts, and so on.

6. Maintain relationships

A membership site helps you maintain relationships. You might consider giving all your clients – or at least your top clients – free membership, just so you can maintain that relationship with them.

Want to know more about building a membership site?

Membership sites have become hot Internet properties in the last few years, and can be a highly profitable source of recurring income for speakers, trainers and other infopreneurs, but most people who start them don’t succeed with them. By learning the right way to build your membership site, you can add new income streams, reach new markets, and create greater profits in your business.

This e-book + audio program package will help you create a high-value membership site for your business.

Find out more here.

Why Most Affiliates Fail

I was speaking to a somebody recently – a friend of a friend – who was thinking about starting an Internet business by doing affiliate marketing. He had heard about it from somebody else, and figured this was a great way to start an on-line business. After all, you don’t have to create any products or promote any services – you just refer people to a Web site, and – hey, presto! – the Web site owner starts sending you commission cheques!

Hmmm … Not so fast!

He’s quite right that this is one of the best ways to get started with an on-line business. But it’s not easy to make a success of it! Merchants (the people who get the referrals from their affiliates) will tell you that typically only a minority of their affiliates make any money at all – and only a minority of them make any significant money.

So why is it difficult? Because most people aren’t good marketers.

They don’t have a mailing list of people interested in buying stuff.
They don’t know how to identify the right products and services to promote.
And they don’t know how to create compelling marketing material to persuade people to buy.

That’s not to say it can’t be done. It can. But it takes time, effort and new skills.

Chris Brogan has written an excellent article How to Use Affiliate Marketing. If you’re thinking of creating an on-line business based on affiliate commissions, read this first!

In particular, I like his answer to the question, “How much can I expect to make?” He says:

“Aim for beer money. Then aim for steak money. Then aim for an additional car payment. Then mortgage. That’s how I did it. Some day soon, I’ll figure out what’s next: maybe aim for an entire salary off affiliate links?”

Create team mind maps with Bubbl.us

Check out Bubbl.us, a collaborative mind mapping service:

There are a number of good mind mapping tools available. Probably the best-known is FreeMind, which doesn’t cost anything; and Personal Brain, which I use myself.

But Bubbl.us is different because it allows you to build a team mind map. When you create a mind map, you can not only display it publicly or privately; you can also invite friends to add to it.
This has a number of possibilities for business use – for example:

  • A sales team can use it to create an agenda for their weekly sales meeting;
  • Speakers and trainers can use it to collect questions from the audience prior to a presentation;
  • Work teams in remote locations (or working on the road) can use it for sharing ideas;
  • Even allow your customers to leave comments and feedback about your business!

Even if you don’t use the collaborative feature, it’s still a powerful tool for creating a mind map and sharing it with others. You can e-mail it, print it, even embed it in your Web site or blog.

Want to see more things like this?

Join my group at Thought Leaders Central – it’s free, and just takes a couple of minutes to register. I publish one of these every week, featuring a different on-line productivity or marketing service.

Free Social Media Forum next Wednesday

I’m running my monthly Social Media Forum webinar next Wednesday.

What would you like to know, learn, ask, share or contribute about the way you use social media tools like Twitter, Facebook, LinkedIn, and the like?

Come along to this webinar, which is an open forum for asking and answering questions about the way you use social media effectively in your business.

This is NOT a presentation by me or anybody else. I’ll facilitate the discussion, but it’s really for us all to share ideas, experiences and expertise.

Register here (and tell all your friends as well).


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Gihan Perera

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