Helen Faber @ SES New York

My original intention was to capture my reflections of the entire conference in this Blog post. However, there is simply too much to report on. So I will restrict my commentary to the keynote address which was delivered by one of the most respected individuals in our industry – Avinash Kaushik; better known as @Avinash on Twitter.

Avinash is a very sought-after presenter. Most likely due to his amazing level of expertise, which is coupled with a “unique presentation style”. Plus, he is just a nice person!

Analytics Ninja Avinash Kaushik

It is hard to describe what it is like attending one of Avinash’s speeches. Save it to say he utilizes a unique vernacular with superlatives such as “insane focus”, “enormously awesome” being mingled with the word orgasmic which was attached to a mundane topic (for some) such as Analytics data. I never knew that Google Analytics data could derive an individual so much pleasure (tongue in cheek). This fellow gets his enjoyment from some of the world’s most obscure subjects. However, his absolute giddiness is infectious, and the audience was enthralled throughout his 60-minute oratory.

Avinash and His 'Unique' Presentation Style

Avinash clearly articulated why we (anyone who is online) may need to rethink their approach to their online marketing efforts in order to create the best experience possible for the consumers of their content. And (of course) to gain the most value possible for their online investment.

After the usual discussion on web presences and the value derived by web surfers from same, his focus switched to the implementation of Social Media inasmuch as people tend to jump on every Social Media bandwagon in order to “be there” (Me paraphrasing what I heard. ) . This is often done without having a clue as to the value derived from the efforts expended. Rather we tend to see a “shiny toy” and quickly look at ways to acquire it. These were words that ring a bell with yours truly as I often wonder how many social media profiles an organization can effectively leverage, no less manage.  Case in point, Twitter. Unless you are committed to “Tweeting” on a regular and consistent basis, don’t have a Twitter profile (account). You will come across as being a lame duck who is just another wannabe. I digress.

Of course, Avinash was laying the groundwork for something that has been brewing for some time now in our industry. And that is how does one truly measure one’s “Social Media effectiveness”? A rhetorical question for Avinash as he had just prepped the audience for Google’s announcement (link to Google Analytics Blog Post) of the addition of the ability to provide just what the doctor ordered. And that is the ability to track the effectiveness of one’s social media efforts in a more concise and effective manner. Anyone who is familiar with Google Analytics will know that until this week, doing so has been relatively complicated and time consuming. Especially if you are not in GA on a daily basis as I am.

Avinash’s presentation closed with his urging the listeners to be more strategic in terms of measuring the value of their Online Marketing (including Social Media) efforts. No more guessing. Less assumptions…. Stronger focus. Be “laser-like”! I couldn’t agree more!

Les Faber & Avinash Kaushik @ SES NY

Are you paying attention to your social media profiles and the value derived from each?

As a footnote, I plan on delving into Google’s new Social Media Measurement tool in a future Blog post.

SES New York 2012 – WebFuel’s Reflections on Avinash Kaushik’s Keynote Address is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

Although it seems like only yesterday that Jason Faber joined WebFuel as our Social Media Strategist, it has been over three and a half years! Where does the time go?

Jason started working with WebFuel as our go-to blogger while he was still studying at Bishops University and working as their Social Media Manager. Upon graduation he joined WebFuel full-time and has played an invaluable role in helping the company grow, driving our Social Media efforts, building our brand and being the face of WebFuel at dozens of events in Ottawa, Montreal and Toronto.

“Working at WebFuel has been a fantastic and fulfilling experience for me from day one,” says Jason. “Straight out of university I’ve been able to participate, contribute and have a real say in the growth of a company that I greatly respect – not just for the outstanding work they do in search but also for the ethical way they do it. The team at WebFuel has given me so many wonderful opportunities to work with great clients, contribute to great community causes as well as continually learn and enhance my search, social media, business and writing skills.”

While we are saying goodbye to Jason Faber today, we know that he will always be a big part of WebFuel and wish him all the best in the next chapter of his career.

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Saying A Fond Farewell To Jason Faber is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

That’s why here at WebFuel, December is Giving Back Month.

“Giving Back” Month is all about using Social Media for Social Good. We believe that Social Media is an incredible tool that can be used for much more than sharing photos of last weekend’s party on Facebook or Tweeting about your lunch. It can be used to share a story. To increase awareness. To influence the community around you. To raise money. Its reach, power, and versatility are incredible, and when used the right way, can change the world.

So this December, we are going to use our Social Media for Social Good. What does this mean? We will be using our Social Media networks and influence to promote local and national charities. Are you involved with a charity that could use a boost this holiday season? Contact us to learn more about how we can help you recruit volunteers, promote an event, raise money or anything to support you this month.

Furthermore, we have invited a group of guest bloggers from local and national charities to tell us how they have used their Social Media for Social Good! Stay tuned, they will be posted throughout the month.

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Giving Back Month: Using Social Media for Social Good is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

Thinking about this impressive and diverse lineup on my train ride into Toronto excites me, and I begin reading Seth Godin’s The Purple Cow for the second time in anticipation.

I arrive at the Metro Toronto Convention Centre shortly after 8am on this cold Tuesday morning to find hundreds of other marketers and salespeople eager to begin the day’s events. First up, Barbara Corcoran to talk about Sales Success and Personal Branding.

Barbara Corcoran

Real estate mogul and super sales woman Barbarara Corcoran takes the stage in a full yellow outfit, dancing Ellen style. Her energy gets the early morning crowd excited. Her topic of the day: Personal Branding. As she tells us her life story of New Jersey rags to New York City riches, Corcoran offers advice and lessons along the way. First, she stresses that perception creates reality. If you create the perception of success, and are confident with it, it will become a reality. Lesson 2 from Corcoran was that everybody wants what everybody else wants. Create demand, limit supply, and increase the price. Speaking like a true saleswoman. Next she tells us that you should always expand before you’re ready. It will act as a motivator for you to grow and succeed. She follows this by ruthlessly advising us to “Shoot the dogs early”. Give you employees clear objectives, provide support and then review after 3 months – and then cut the bottom 25%. “Complainers are toxic” she warns “They can bring down a whole team of positive leaders. Find them, and get rid of them.” Her next tip: know your strengths and your weaknesses – and then find someone who is amazing at all the things you’re bad at. She continues by discussing how competition and personal recognition are better motivators than money. Don’t grind your employees down too much. Hard work and competition is important, but fun is vital. Ensure that you foster a fun environment for your employees because fun leads to relaxation and relaxation leads to creativity.

Seth Godin

Next up is one of my favourite authors, speakers, bloggers and marketers: Seth Godin. To be honest, I consider the man a genius. Godin begins by talking about the great salesmen of our generation – Zig Zigglar, Steve Jobs, Richard Branson and even Don Draper. He says that guys like this changed how we sell. Sales used to be about 3 things: The transfer of information, transfer of brand and transfer of emotion. Today, we have the Internet. 80% of people that walk into a car dealership already know everything they want to know about a car. Transfer of information is no longer the duty of the salesperson. Neither is the transfer of brand. In a world where more is better, consumers are flooded with products. Have you developed an emotional attachment with your customers? If one day your product disappeared, would they notice? The record industry used to be perfect. Today there are more people listening to more music than ever before, but the industry is dying. We are seeing a revolution as big as we have ever seen before. Interruption marketing is done, today it is all about permission marketing. Are people expecting you message? Or are you springing it upon them?

Godin continues by delving into his well-known theory of Tribes. People like doing things with others. They don’t like to be average, but they also don’t like to be alone. Nike invented this theory of “tribes”. Before Nike, the long distance runner didn’t exist, really. But today there are literally millions of them. “The Beatles didn’t invent teenagers, they just showed up to lead them.” Godin says.”They did so by creating something new, something different. By creating art.” There are people out there waiting for you to lead them. Are you being boring? Are you following a script, or are you making your own map? Are you being an artist? “What is your Sgt Pepper?” Godin asks, referring to The Beatles.

In an online world, competence is no longer a scarce commodity. We all have access to the same information. For decades our education system has trained students to memorize. We have lost the ability to solve interesting problems. Go figure out something that no one has figured out before. People say that “failure is not an option” becuase they are afraid of it. By failing, you learn and get better at what you do. Don’t be afraid to take a chance on something.

“In times of radical change, the only people that win are the ones that are willing to do revolutionary acts” Godin says “What we need is for you to lead us. I hope you’ll do that.”

As always, Godin was thought provoking, motivating and inspirational. I highly recommend you go see him speak if given the opportunity, or read any one of his amazing best-sellers.

Keith Ferrazzi

Keith Ferrazzi is an expert in the field of building, and foster relationships and using them effectively. His outgoing nature and positivity captivates the crowd. He begins by talking about our reptilian brain, the part fo the human brains where fear comes from. The part that tells us we are not good enough or that we are going to fail. In today’s world, you are no longer selling a product – you are selling solutions to problems. Build your relationships early, and often. Ferrazzi praises tools such as LinkedIn to do so. Ferrazzi asks the crowd “Who has a to-do list?” Virtually everyone. “Okay, now who has a Personal Relationship list?” No one. Ferrzzi explains that you should keep a list of 5-10 people that you want to meet or get to know at all times.

Keith goes on to share with us his list of 7 missions to master relationships.

• Mission 1: Always ask who, no matter what the goal
• Mission 2: Prioritize your relationships. Are they very close to you, acquaintances, tarnished relationships? How can you leverage them?
• Mission 3: Expand your currency and do your homework. Make a connection right off the bat, and move forward from there.
• Mission 4: Skip over your prejudgement of people and find a way to care
• Mission 5: Build, develop, foster and grow your lifelong relationshi[ps
• Mission 6: Build your brand using Social tools such as LinkedIn, Google+, Facebook, Twitter, etc.
• Mission 7: Lead with generosity – sometimes the pinnacle of generosity is letting someone else help you.

Sally Hogshead

Sally is another positive upbeat presenter who captivated, and most importantly fascinated the crowd. And that’s what Sally spoke about – being fascinating. She explains that it is something that you are born with, not something you learn. You simply have to unlearn being boring. Your brain is hardwired to fascinate, and is hardwired to be fascinated. Fascination requires an intense emotional focus. It doesn’t matter that you are the best at something, if nobody notices you, if you are not fascinating them, then no one will care. The Internet has diminished our attention span as humans from about 2 minutes to 9 seconds. “Yes, we are all goldfish” she jokes. So that means that you have 9 seconds to make an impact, to be fascinating. “In marketing, stand out or don’t bother” she exclaims. “Boring messages just don’t waste money, but they hurt your brand. You can either innovate, or you can be comfortable. You can’t do both.”

Hogshead then delves into the seven ways that you can captivate and fascinate someone.

1. Power is all about authority and control
2. Passion is about connecting through emotion
3. Mystique is about arousing curiosity
4. Prestige is about increasing respect
5. Alarm is about highlighting the negatives by creating urgency
6. Rebellion is about taking the status quo, and turning it to find a different way to interpret the facts
7. Trust operates differently than the other six becuase they can be performed instantly, but trust takes time and effort and care.

Jerry Greenfield
The final speaker fo the day was Ben & Jerry’s Ice Cream co-founder Jerry Greenfield. Mr. Greenfield, a very pleasant and soft spoken man, told the story of how he and his old friend Ben stumbled into the Ice Cream business, and the challenges they faced along the way. The two rebellious non-students loved food and found a niche in the college town of Burlington Vermont. An admitted “hippy”, Greenfield discussed their strategy and emotions as they became businessmen, something that they despised growing up. They didn’t want to become just another cog in the economic machine. That’s where Ben and Jerry’s corporate responsibility came in. “We’re not about making money for ourselves” Greenfield says “Yes we have been successful, but we made the most effort to share that success with our community.

Greenfield tells a charming story that ended up defining the Ice Cream company in today’s society. When they will still relatively small in the mid-1970s, Ben and Jerry’s had just been picked up by a few larger distributers in New England. One day their largest distributer came to them with some grim news. Pillsbury, who owned Haagen Dazs (the world’s largest ice cream brand) told them that if they did not stop carrying Ben and Jerry’s that they would drop them. Fiscally, the distributer had to listen to Pillsbury, despite the fact that they loved Ben and Jerry’s. The team laughed at this, and wondered why this food giant was scared of two hippies out of Vermont, and in true hippy form they protested. They started a campaign called “What is the Dough Boy Afraid of?. They printed this on tshirts which they sold for $10 a piece, on their ice cream containers, flew it behind banner planes, etc. It became somewhat of a viral campaign, similar to Wendy’s “Where’s the Beef?” It proved wildly successful and eventually Haagen Dazs backed down. Greenfield says that was the moment they knew that they were doing something special. Make an amazing product, put your face on it, support your community and be transparent. That is how you become successful.

All in all it was a great day full of inspiration and takeaways. I left The Art of Sales with many questions and thoughts as I walked into the cold Toronto streets. I’m looking forward to applying many of these skills and tactics as well as reading all of the amazing books published by these accomplished authors.

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The Art of Sales Toronto Recap is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

Last night marked the inaugural SEMPO Ottawa Meetup at The Hard Rock Cafe in the Byward Market. Dozens of Ottawa area marketing professionals and students gathered for a night of networking, education and discussion. WebFuel in association with McGill Buckley and SEMPO Ottawa hosted Google Canada’s Agency Lead Nectarios Economakis who spoke about the emergence of Mobile Marketing and why it’s still not too late to be early. Working the registration table I got a chance to see a lot of familiar faces, as well as meet many new people. Thank you to everyone who made it out, and for those who couldn’t attend, here is my recap of last night’s event.

Mobile Marketing: it’s still not too late to be early

The event’s MC Steven McGill of McGill Buckley took the stage at 7:00 pm sharp to welcome everyone to the event and to introduce our speaker, Nectar Economakis. Dressed in a sharp suit, he exuded confidence. Despite some minor microphone problems, Nectar captivated the crowd with his calm nature and strong voice. Nectar began by asking the crowd “Who owns a smartphone?”. Pretty much everyone. The majority had iPhones. Another sizeable chunk were BlackBerry users and one or two people used Android. But remember, this crowd is unique – we are mostly marketing nerds and geeks (sorry, but it’s true). Look at our entire population as a country – by the end of 2014, half of Canadians will own smartphones. That’s pretty incredible. Furthermore, mobile is expected to exceed desktop usage in the next 3-5 years.

“Mobile is ramping up faster than any other technology we have seen in the past” – Mary Meeker, Kleiner Perkins

He goes on to explain that in past years, the trend with desktop usage is that it drops during the holidays – people are busier, they are out shopping, at family events, etc… But so is not the case with mobile. In fact, Mobile usage actually increases during the holidays. People’s mobile device have become their own personal shopper to help them find stores, items, best prices, reviews, etc. Also, how easy is it to pull out your mobile device at the table and show everyone a funny Christmas commercial on YouTube? Very easy. The thing with mobile is that it is always on, and is always on us. It allows constant connectivity.

So how is Google adapting to this shift?

Google operates under the assumption that people carry their mobile device with them everywhere. Based on that assumption, Google wants to build applications that will allow people to be more productive and entertained. Bottom line is that mobile should always come first. The mobile device has become an extension of the body. The camera is it’s sight, the microphone enables hearing, the speakers enable voice and the screen allows touch.

Nectar went on to show us a few video examples of how people are being both productive, and entertained using some of Google’s mobile applications. My favourite example was a video that featured a group of kids playing the classic game “Chubby Bunny” using Google Voice as the referee. Not only did this video make us laugh, but it showed the power of Google’s apps.

Key Mobile Trends Moving Forward

What does Google see for the future of mobile? The first has got to be entertainment. People don’t stand in lines anymore. They stand in lines and browse their smartphones. Here are a few stats for you – 125 years of Angry Birds is played everyday and there are 200 million mobile playbacks a day on YouTube. Wow!

Mobile is also immediate. At any point in time we can pull out our phones and make a call, write a review, send an email, book a hotel. We have so much immediate power at our fingertips.

Mobile compliments other media. During the SuperBowl in February, mobile searches on GoDaddy.com increased 315 times compared to 38 times on desktop. Why? People saw the ads and were intrigued. But when you’re sitting in the living room with your buddies watching the game, you’re not going to get up and go to your desktop – you’re going to pull out your smartphone.

Mobile is local. In fact, 1 in 3 mobile searches are local. After looking up a local business on a smartphone, 61% of users called and 59% visited. That is pretty amazing.

Last but not least, mobile is the ultimate shopping companion. 74% of users have purchased due to using their smartphone while shopping and 79% of smartphone users use their smartphone to help them shop. Whether it’s reading reviews, finding directions to a store or comparing prices, your mobile device is hands down your best shopping companion.

Three purposes for accessing the mobile web

1. Entertainment – make the brand experience fun with a game or engaging video content
2. Information – provide consumers with information about brands and product categories
3. Transaction – help consumers get what they want, faster and easier

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SEMPO Ottawa Google Event: Mobile Marketing Recap is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

SEMPO Canada / SEMPO Ottawa Meetup

Date: Thursday, October 13, 2011

Time: 6:00 – 9:00PM

Location: Hard Rock Café in the Byward Market (Map & Directions)
The bar will be open (and food orders can be placed)

Presenter: Nectarios Economakis
Agency Lead at Google |  Montréal, Canada

Mobile: It’s not too late to be early
Mobile is ramping up faster than any other technology we have seen in the past. Your mobile device is a better shopping companion because it is personal, interactive, local and dynamic. Come learn about what is driving the growth of mobile, the key trends and how you can take advantage of mobile right now. We will look at Canadian mobile trends as well as Canadian Search habits on mobile devices.

Agenda

6:00PM - Event Registration & Networking

7:00PM - Nectarios Economakis Presentation (and Q & A session)

8:00PM - SEMPO Ottawa Meetup & Networking

Cost: $10.00/per person

SEMPO Members (free)
Just pay in advance and we will reimburse you at the event. You must be listed on the SEMPO Member Directory.

If you are not a member, join SEMPO now and attend for free. Plus receive all the benefits of a SEMPO membership for 12 months! Be sure to select the Canada Chapter when you sign up.

Student Admission (free)
Calling all students! We want you at our upcoming event featuring Google Canada’s Nectar Economakis. So much so that we will pay your way in. That’s right. We know that money can be tight. We were all students once. And besides, we don’t want you to miss out on this great event!

Just pay in advance and we will reimburse your money at the door – with a valid student ID that is. Courtesy of your friends at WebFuel & McGill Buckley.

Hashtag: #sempoottawa

Space is limited. Register for this event now!

Online registration is available until: Tuesday, October 11th (or until all tickets are sold out).

About SEMPO Canada
SEMPO Canada is a working group of the Search Engine Marketing Professionals Organization (SEMPO). We have meet-ups across the country, in Ottawa, Toronto, Edmonton and Vancouver. To learn more, please visit the SEMPO Canada website – and join our group on LinkedIn (English & French).

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SEMPO Ottawa, Google & Mobile Event: From a Canadian Perspective is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

May 30, 2011 – Ottawa, Ontario, Canada –– WebFuel Inc. an Ottawa-based, full-service Search Engine Optimization (SEO) agency, is pleased to announce the appointment of Information Technology industry veteran Les Faber to the position of Director of Technology, effective immediately.

With over 25 years of consulting experience garnered primarily with global technology and information management service providers, Les Faber joins WebFuel at a time when the company is experiencing increased demand for its core SEO agency services which help companies increase their visibility on the Internet.

Les Faber, Directory of Technology, WebFuel

In his new role with WebFuel, Les Faber will take the lead in shaping the firm’s sustainable technology infrastructure and platforms, which will be expanded to support continued company growth and enhance the delivery of ethical search services. WebFuel’s core services include – a comprehensive range of SEO Services, Google AdWords Services, Google Analytics Services and Social Media Services.

“WebFuel has always been singularly focused on working with companies who are serious about search,” says Les Faber. “What I think my appointment shows is that WebFuel is also very serious about implementing the kind of technologies that can drive solutions for our clients. While what we deliver to customers are comprehensive search agency services, the technologies we employ are an integral part of powering successful and seamless SEO service delivery.”

In addition to developing the strategies behind WebFuel’s core technologies, Les Faber will draw on his years of consulting and project management experience to provide guidance to WebFuel customers. Increasingly WebFuel clients are facing more complex choices and issues as they manage expanded web properties.

“Just a few years ago, WebFuel customers were likely only concerned about the visibility of a single website,” Les Faber says. “Today they are likely still managing their main site, but also could well be responsible for a mobile site, a growing number of social media properties, online advertising programs, custom landing pages, web analytics and much, much more. When our customers need us, WebFuel will be there and happy to help.”

For more information contact:

Helen Faber
President & Search Strategist
WebFuel Inc.
Telephone: 1.613.302.1057
Email: helen@webfuel.ca

About WebFuel Inc.

Founded in 2004, WebFuel is an Ottawa-based, full service Search Engine Optimization (SEO) Agency that specializes in Canadian Search. WebFuel search agency services include Organic Search, Paid Search, Local Search, Social Search and Search Analytics. WebFuel services are driven by the latest SEO knowledge, developed using ethical strategies and delivered by employing industry best practices. With experience in a wide range of vertical markets, WebFuel is committed to empowering both domestic and international clients who want to improve their search engine rankings in Canadian searches.

WebFuel is a Google™ AdWords Certified Partner and a strong supporter of SEMPO Canada, a non-profit professional association working to increase awareness and promote the value of Search Engine Marketing (SEM) in Canada.

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Les Faber Joins SEO Agency WebFuel As Director of Technology is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

This time I am joined by WebFuel’s Search Strategist, Helen Faber. We’re both quite excited for the amazing lineup of speakers which included analytics expert Avinash Kaushik, online marketing pioneer Gary Vaynerchuk, venture capitalist Guy Kawasaki, brand strategist Jeffrey Hayzlett and Columbia University Business professor Dr. Sheena Iyengar. Over 1200 eager marketers file into the magnificent Metro Toronto Convention Centre, creating a great atmosphere. You can feel the anticipation for the day’s first speaker – Avinash Kaushik.

Avinash Kaushik

To begin with, I love Avinash. He is the only man alive that can make such a boring topic (Analytics) something entertaining, interesting and even funny. His energy and enthusiasm on stage was very well received by the morning crowd. Just as he did in Montreal, Kaushik shouts and rants on stage about “Garbage” and “Puke”! He points out the mistakes that many make, while giving you realistic solutions and advice. Avinash explains that the reason that most websites “suck” is do to the HPPO’s (pronounced “Hippos”). That stands for Highest Paid Person’s Opinon. He elaborates by stating that at most large companies, the highest paid person makes decisions about things that they know nothing about – websites – and 95% of the time it is ugly, and awful. One of the most well-received acronyms in Avinash’s arsenal was HITS: How Idiots Track Success. But, the quote that hit home hardest for me was that “you can’t improve something by 1000%. But you can improve 1000 things by 1%.” Brilliant.

Gary Vaynerchuk

Next up was Gary Veynerchuk. A true entrepreneur, Vaynerchuk is enthusiatic, outgoing and…well…quite vulgar! But amidst the swearing and rants was a great, inspirational message. Gary became well known for Wine Library TV, a video blog that he created to help sell wine for his family’s business. Vaynerchuk truly understands the consumer and the social web. He expressed his hatred for companies that don’t talk to, or even about, their customers. They are the lifeblood of your business. in order to get your customers to love you, you must love them first. Building loyalty should be first and foremost, because a loyal customer is there for life. He left the crowd with an outstanding stat followed by a piece of advice. First off, the stat: There is more original content being created every 48 hours today than there was from the beginning of man kind until 2003. Wow. And finally, his advice was simple. If someone starts to gloat about how many followers they have on Twitter, punch them in the face. Thanks Gary. Needless to say, I will absolutely be reading Gary’s newest book, The Thank You Economy.

Jeffrey Hayzlett

Last up before lunch was Jeffrey Hayzlett, former Kodak CMO. Hayzlett is well known for being a crucial player in Kodak’s legendary branding turnaround in the early 2000′s. As he takes the stage, it is quite evident that Hayzlett is a natural leader and marketer. “A brand is not a logo or a picture. A brand is simply a promise to deliver” he explains. “Kodak doesn’t make a camera or film equipment. They make emotional technology.” He goes on to discuss Social Media and the common desire to create something viral. “Viral is flukey” he claims. “Yes, it may happen, but please don’t waste your time and effort trying to create it. If it happens, it happens. Spend your time building relationships. They are much more valuable.” He is enthusiastic and spontaneous. He likes to take and idea and run with it. Hayzlett’s motto throughout his speech was “Don’t be afraid to make a mistake. No one is going to die.” He explained by telling a story about a marketing campaign that Kodak had launched that encouraged consumers to text a number via their mobile phones to receive coupons. All of the ads were run in movie theatres before the show. Well, the downfall of the campaign is quite evident. What do you do with your phone when you walk into a movie theatre? Turn it off, right? “Well,” Hayzlett says “It was a mistake. My mistake. But don’t worry, no one is going to die. Let’s move on.” It’s this outlook and attitude that makes Hayzlett an amazing marketer. No one is perfect. People make mistakes. It’s how they react and learn from those mistakes that makes a difference.

Dr. Sheena Iyengar

After a much needed lunch, we returned to the Metro Toronto Convention Centre to Dr. Sheena Iyengar, expert on consumer behaviour and the psychology of choice. Iyengar was definitely a change of pace. While the other presenters were jumping around from one side of the stage to the next, yelling and screaming passionately, she spoke softly while standing behind her podium for the full hour. But then again, while the others are radical, outgoing marketers, she is a University Professor. Her topic was also quite different. While the others put quite a heavy focus on the online space, Dr. Iyengar discussed the psychological side behind marketing. She examined the art of choice, and how humans make decisions when faced with a variety of different options. The conclusions drawn from her study were quite interesting. She stated that when people are given more choice, often times they take longer to make a decision, they make a worse decision and are ultimately less satisfied with their choice. They second guess themselves and think “Did I make the wrong decision?” She went on the explain that humans are born with the desire to choose, but without the innate skills to actually make a decision. In closing she provided the crowd with an interesting example. She told us that if you give someone the choice between going to an ice cream shop that only offered vanilla, chocolate and strawberry, or a shop that offered over 60 flavours, most people would choose the latter. But, interestingly enough even though they chose the shop with 60 flavours, most people would continue to buy either chocolate, vanilla or strawberry.

Guy Kawasaki
Last, but certainly not least, Guy Kawasaki took the stage to round out the day. He begins by winning over the crowd by praising hockey, Steam Whistle beer and…Justin Bieber. How Canadian, eh? Kawasaki’s message was all about how to be enchanting. A former Apple employee and author of over 10 best selling books, Kawasaki brought a wealth of knowledge and experience to the stage. He stressed that trust is key – and that it is a two way street. Earn it, and maintain it. In order to enchant your employees you must give them MAP – Mastery, Autonomy and Purpose. With that they can, and will, succeed. He expressed the need to build relationships, engage, help others and, most of all, to enchant them. Kawasaki advises the crowd to not delay bad news. If something bad happens, tell people right away – don’t let it be a surprise. And always tell them with a solution in mind. Avoiding the inevitable will only make things worse. After a few more comments about how much Guy loves Canada, we move into the final Q&A session of the day. One audience member asks Kawasaki “Bill Gates, Steve Jobs and Mark Zuckerberg are all undeniably amazing and successful entrepreneurs. Do you think that they are enchanting?” Guy laughs, takes a sip of water and responds “I hate that question. I’ll say this. You don’t need to be enchanting to be successful.”

The crowd erupts in laughter and applause. Kawasaki gives us one last wave, and the event’s host Ron Tite wraps up The Art of Marketing Toronto – a day filled with excitement, enthusiasm, passion, lessons, ideas and strategies. If you ever get the chance to hear any of these presenters speak, I highly suggest it.

The next big conference that I will be attending will be Search Marketing Expo in Toronto April 28-29th. Will I see you there?

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The Art of Marketing Toronto is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

The new Google AdWords Certification program replaces the long-standing Google Advertising Professionals (GAP) program. It features a more rigorous examination process designed to provide more comprehensive and up-to-date strategy-focused training based on the latest tools and best practices for managing Google AdWords accounts.

“As a full service Search Engine Optimization agency, we pride ourselves in staying on top of search including paid search. Therefore, it was important for us to complete the new standards to achieve the new Google AdWords Certified Partner status” said Helen Faber, Owner of WebFuel Inc..

Google AdWords Certified Partners Status – What is it?
For those of you who aren’t sure what that means, Google Adwords Certification is a globally recognized certification program, operated by Google. Partner status is awarded to certified agency partners that provide digital advertising – and meet the eligibility criteria.

How can you verify Google Partner Status?

Click to verify

Google provides certified partners with a badge to publish on their website. This clickable AdWords badge links to a Google Certification Program profile page to show clients that the agency is an authentic Google Certified Partner. In addition, authentication can also be done via Google Partner Search page. Search Engine Marketing Professional Organization (SEMPO) also lists Google AdWords under the certifications section in each member’s profile. This is also done via a verification process.

WebFuel adds this certification to our rapidly growing list of accomplishments. Last month, we announced the AdWords certification of two employees with specializations in Display Advertising. In October, Helen Faber was appointed the Ontario Chair, SEMPO Canada.

About WebFuel Inc.:

WebFuel is an ethical Search Engine Optimization (SEO) agency specializing in Canadian Search.

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Google AdWords Certified Partners – WebFuel Ottawa’s First Official Certified Partner is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel

When most people think of December, they think of the holiday season: a time for giving. Here at WebFuel, December is exactly that – Giving Back Month. We strongly believe in giving back to our community, and we encourage you to do the same. We will be supporting national and local Canadian charities all month to help them achieve their goals. We believe that Social Media can be used for Social Good – that collective action of individuals can make the World a better place. Through Giving Back Month, we hope to make a difference.

This month, we invite a Canadian charity to be our Guest Blogger. This opportunity will allow them to share with our audience how they can get involved throughout the holiday season.

Furthermore, we will be sharing ways to get involved with local charities, non-profit organizations and community groups during December.

1. Charity Fundraising Campaigns
2. Holiday Volunteer Recruitment and/or Event Promotion
3. Item donations

If you have something that you would like to share with us and our audience, feel free to do so through the following channels:

1. Comment on this blog!
2. Contact us via our website
3. Post on WebFuel’s Facebook Page
4. Tweet to us @WebFuel_Canada
5. Phone us 613-302-1057

How will you be giving back this December

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December: Giving Back Month is a post from: SEO Ottawa | Search Engine Optimization and Internet Marketing Agency | WebFuel