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Skype: Mighty.Talent

Phone: 630.269.3725

Location: Chicago, IL.

Sunday, July 26, 2009

How to Hire a Pay-Per-Click Manager

Finding Top Pay-Per-Click Managers |

Anyone can register for Adwords and other PPC programs. Finding a candidate with the skills and experience to keep the cost per click down while maximizing the conversion rate is crutial for success. An experienced PPC manager knows how to manipulate campaigns to achieve set goals.

Ask PPC Managers about their skills and experience in the following areas...

* Manual and Automated Bid Management
* Budget Analysis
* Keyword Research and Strategy
* Ongoing Campaign Maintenance
* Consistent Client Contact
* Click Fraud Monitoring
* Competitive Analysis
* Comprehensive Tracking and Analytics
* Custom Analytics Reporting
* Conversion Ratios
* Cost Per Click
* Local and National PPC Campaigns
* Ad Copy
* PPC Quality Scores

The Experience: Be aware that there are proprietary softwares for managing PPC campaigns. They require much less human input than campaigns setup and administered manually. Regardless of the management software your hire will be working with, it is very important that they have extensive hands-on experience setting up and maintaining PPC campaigns. Strategy and experience are the most valuable qualities a PPC Manager can have.

The Proof: Ask candidates to provide analytics reports on ranking, traffic, cost-per-click and conversions. To measure their effectiveness, PPC managers must be able to show how they optimized campaigns over time.

The Adwords Pay-per-Click (PPC) Quality Scores:
The following information has been compiled from the AdWords blog and help center.

  • Quality Score ensures that Google only shows relevant ads to its users.
  • Searchers want to find the information they are looking for quickly and easily and Quality Score helps Google show more relevant ads.
  • To ensure that potential customers see your ad, you need to pay attention to Quality Score.
  • It influences an ads' position, and it partially determines the keyword's minimum bids, which can help reduce budgets.

Quality Score is used in several different ways, including...
  • Influencing your keywords' actual cost-per-clicks (CPCs)
  • Estimating the first page bids that are seen in your account
  • Higher Quality Score translates into lower costs and better ad position

Quality Scores 1-10

  • 1-4: The keyword isn't very relevant to users, and as a result may have a very high first page bid. This means that the keyword is not performing very well for your website, or even for your competitors sites.
  • 5-7: This keyword is performing well, and there isn't a need to worry too much. On a grading scale, AdWords Specialists at Google, say "a 6 or 7 is equivalent to an A-." It may have a mid-range first page bid, and the keyword may not be very costly. Optimization can lower your overall costs, draw more clicks to your ads, and result in a better return on your investment (ROI). If you want to further optimize, try using more targeted ad text and keywords or improving your landing page content.
  • 8-10: The keyword is extremely relevant and might have a high click through rate (CTR), relevant ad text, and a unique, relevant landing page. The first page bid for this keyword may be low. This keyword is relevant and effective for your ad campaign. AdWords Specialists at Google say that it is very rare to get a quality score this high from Google.

Quality Score Formula:

  • The historical click-through rate (CTR) of the keyword and the matched ad on Google
  • Landing page quality
  • The relevance of the keyword to the ads in its ad group
  • The relevance of the keyword and the matched ad to the search query
  • Relevance of ad text (the title is most important)
  • Historical account performance (CTR)

How Quality Score Impacts Your PPC Campaign:

  • Cost-Per-Click - A keyword's Quality Score influences its CPC - that is, how much you're charged for a click on your ad when it's triggered by that keyword. The higher a keyword's Quality Score, the lower its CPC, and vice versa.
  • First Page CPC Bid Estimates - On your Keyword Analysis page, you'll see a metric labeled 'Estimated bid to show on the first page.' This metric, also called the 'first page bid estimate,' approximates the cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when the search query exactly matches your keyword. The estimate is based on the Quality Score and current advertiser competition for that keyword.
  • Ad placement will still be dependent on Quality Score, your cost-per-click (CPC) bid, your budget and account settings, and user and advertiser behavior.
  • Eligibility to Show Up in Searches- Every time one of your keywords matches a search query, our system evaluates its combined Quality Score and cost-per-click (CPC) bid to see if it's eligible to enter the ad auction. Keywords with a higher Quality Score will be eligible to enter the auction more easily and at a lower cost.
  • Ad Position - Ads are positioned on search pages based on their Ad Rank. The ad with the highest Ad Rank appears in the first position, and so on down the page.

Ask candidates about their quality scores and the methods they use to optimize them!

Contact Rachael Dror and get connected with qualified PPC Managers! 630-269-3725
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Sourcing Internet Marketing Talent

If you don't know what you're looking for, you'll never find it!

Companies are scrambling to meet the ever increasing need for topnotch internet marketing talent. This means a steep learning curve for hiring managers. Not only is internet marketing relatively new, it's constantly changing. Without a deep understanding of the internet marketing landscape, it is impossible to identify appropriate candidates.

Stay tuned for my multi-part series on what to look for in good internet marketing talent!

Tuesday, July 21, 2009

Social Media Jobs | Get Hired

Get Hired! | Crafting Your Social Media Marketing Portfolio

Social media marketing is the new cool kid in town! Companies big and small are scrambling to hire social media specialists both contract and staff. Hiring managers are bombarded daily with irrelevant resumes and unqualified candidates. To differentiate yourself from the crowd, you must have a killer portfolio that illustrates your abilities, highlights your achievements and proves beyond a doubt that you know how to achieve results.

Take the time to write a clear and concise bio. Don't try to cover the specifics of your experience but rather this should be a teaser that leaves the hiring manager wanting to learn more about you.

ex. Rachael Dror is a social media marketing specialist with two years of experience promoting small and midsized businesses through social media channels. She develops successful marketing strategies that result in brand awareness, site traffic and increased findability online. Her skills include; copy writing, community management, organic link building, video optimization, facebook application development and more.

Your resume must be easy to read! Don't make potential employers search for your work experience and education. Lay this part of your portfolio out in an easy to follow format.

Work Samples and Results
This is the creative section of your portfolio. Your objective is to show what you've done and how well you do it. Include:

* Screen shots of your work
* Explanation of your role
* Objectives
* Results

You must illustrate how you accomplished set objectives. The best way to do that is to show actual analytics on site traffic, friends, followers, conversions, brand exposure, etc.
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Overwhelmed By Irrelevant Resumes? | Successfully Recruit Internet Marketing Talent

Finding experienced internet marketing talent doesn't have to be an exercise in frustration. Don't rely on resume submissions and job board postings alone. You have to be an active participant in the search or else you'll end up with a mile high stack of mostly irrelevant resumes and a bad attitude.

1. Become an Expert!
a. Learn everything you can about the positions you are recruiting for.
b. Develop relationships with qualified candidates and utilize them
as a resource for information. If you don't know something, ask!
c. Subscribe to RSS feeds from industry experts such as and

2. Stay Current on Industry Trends and Best Practices
a. Read articles and blogs by current and emerging thought leaders.
b. Participate in blog conversations, ask questions!
c. Use the technology yourself and gain firsthand experience.
d. Join local meet-up groups.
e. Subscribe to industry publications such as Website Magazine.

3. Look Beyond the Resume to Actual Experience and Results
a. Look at the candidates work! Ask for a list of client projects and a summary
of objectives and results for each.
b. Ask knowledgeable questions about the candidate's capabilities and experience.
c. Request to see ranking, linking and other SEO reports.
d. Check out websites the candidate has designed or promoted.
e. Ask candidates to specify their role in projects they've worked on.

4. Create a Social Networking Presence
a. Establish a Twitter account, personalize with your photo and bio.
b. Create a blog or landing page to send candidates to with job & contact information.
c. Do more than send messages, engage in conversations!
d. Write posts and tweets of interest to prospective candidates.
e. Use the search functions on sites like Twitter to find and target candidates
through @ and direct messages.
f. Be consistent and responsive!

5. Network Offline
a. Attend industry events and conferences.
b. Develop trusting relationships with top candidates and working professionals.
c. Ask for referrals.
d. Be aware of industry layoffs and firm closings- this can be an excellent
source of qualified talent!

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Friday, July 10, 2009

Social Media Marketing Metrics | Social Accountability

Social Media Marketing is different from all other forms of advertising but it must be held accountable just the same. As companies rush to jump on the social media marketing bandwagon, they seem to check their good business sense at the door. The same companies that have set objectives and strict reporting standards when it comes to the performance of other forms of advertising, respond like a deer in headlights when it comes to holding social media marketing accountable. There have to be set goals and analytics to measure effectiveness or else social media marketing is a waste of time.

How Do You Value Social Interactions?
Businesses are just Twittering away their time if they don’t know how Twitter translates into real business objectives. This is the data that I track to determine the value of Twitter.

Incoming Direct Messages :
Direct Message Responses:
Outgoing Direct Messages:
Incoming @ Replies:
Positive Mentions:
Negative Mentions:
Site Links:
Visitors to Site/Landing Page:

The number of both followers and following should increase over time. Updates should be done regularly. The number of incoming direct messages should equal the number of direct message responses. Outgoing direct messages should exceed both incoming and response DMs. The number of times a link to the site or landing page is tweeted or retweeted is one indication of success. The number of visitors to the site or landing page from Twitter is the most important indication of success.
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Social Media Marketing for Business | Applying Old Rules To A New Game

How Is Your Business Using Social Media Marketing? Part I
By Rachael Dror 630-269-3725

Social Media Marketing is different from any other kind of marketing or advertising. It is accomplished most successfully through lateral vs. vertical engagement with current and prospective customers.
While other forms of advertising are based on a top down approach, the brand dictates the message and the consumer receives the message, social media marketing is not about the brand but rather the experience and tools a brand provides for consumers to use and spread through their online networks. In this consumer-centric environment, engagement and conversations are important but even better are ideas worth spreading. You know that your social media efforts are successful when your consumers take over the distribution of your message!

Brands must learn how to set the stage for success and then step back and watch it happen. Micromanaging a brand’s message on social networks is time consuming and ineffective. Success is when a brand’s message is spread naturally with minimal effort. If a brand refuses to handover control to the masses, it will live a lonely and irrelevant existence in the far reaches of the social space. Time and resources are better spent on development and deployment. After the launch, analytics and accountability should take center stage.

Companies often confuse employing social media as part of their customer service approach with using social media to meet marketing objectives such as brand recognition, increased site traffic and sales conversions. Having a company Twitter account to monitor and respond to customer complaints or questions is an example of using the medium as a customer service tool. Creating a branded Twitter application for a target market to use, link to and spread because they like its functionality is an example of good social media marketing.

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Wednesday, July 8, 2009

How to Choose a Social Media Marketing Manager

So you want to add social media into your marketing mix? Here are some must have qualities that any potential hire should possess.

  • Hands on Experience- with the main social networks and media sites. Theory is great but do they know their way around the networks? The candidate must have actual experience meeting business objectives through blogging, Twitter, FaceBook, MySpace, application development, etc.

  • PhotoShop and Design Chops. Unless you have unlimited resources, the candidate should be selfsufficient and able to do basic design tasks themselves.

  • Writing Skills. If this person is going to be the face of your company online, they must be able to write in a way that is in line with your overall marketing message. The various social media channels have their own styles of communication. The candidate should be able to take a company's message and clearly articulate it across multiple channels.

  • SEO Experience. Understanding how search engines work, how people search & how to measure success online, are important skills for taking social media from a communications tool to a powerful method for meeting concrete business objectives. Implementing and decifering analytic reports is critical to understanding the success or failure of all online marketing efforts including social media.

  • Social Intelligence. Your candidate must be able to think on their feet and respond appropriately. They must be able to engage with people easily and according to the culture of the particular social network.

  • Strategy. Your candidate must be able to plan and execute campaigns, establish and maintain profiles, seek out new opportunities, tryout new and varied techniques, while keeping the overall business objectives at the forefront.

  • Creativity. To get your message across in the social media space, your candidate must be able to package it in ways that are worth spreading. Developing ideas that people want to pass around to each other through social media channels requires out of the box thinking and creativity.

  • Research Skills. The social media landscape changes on a daily basis. The ability and desire to stay on top of new developments and trends in social media technology and marketing is crucial to establishing your company as a forward thinking leader. You don't want to be in the position of having to play catch up to your competitors. Look for someone who can get you there first.
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Monday, July 6, 2009

Pay-Per-Click, SEO, Social Media Marketing | What's Right for You? Part I

With so many options for marketing online, it is easy to waste time and money in the wrong direction. To figure out the right approach for your needs, let's start with some basic definitions.

Internet Marketing Approaches |

Organic Search Engine Optimization | Organic search results are the listings that appear in search engine results pages (SERP) because of their relevance to the search term. They are located in the center frame of the page. More people click on these results than on paid advertising.

Organic Search Engine Optimization is the process of getting a website to rank in on the first page in the organic results for key phrases. If done well, the website will get traffic and conversions. Organic Search Engine Optimization takes more time than PPC to produce results but the results are superior, longer lasting and more cost effective.

Pay-Per-Click Advertising | PPC ads are listings that are designed to look like the organic search results. Except for their placement and minor visual distinctions such as background color, their appearance on all major search engines is similar to the organic search results. Advertisers bid on keyword phrases relevant to their target market. They are located on the top and sides of the search results page.

Advertisers like PPC advertising because it’s simple, you have greater control over your ad campaign, and you receive comprehensive data on its performance. The importance of online marketing makes PPC an attractive option for businesses that need immediate results. Return on investment is easily calculated with Pay-Per-Click campaigns but your inestment only lasts as long as you are paying for the ads.

Social Media Marketing | Social Media Marketing uses social networks such as Twitter, Facebook, MySpace and many others to promote brand awareness, establish an online reputaion, engage existing customers, drive site traffic and recruit new customers. It involves blogging, being active on networks, establishing profiles and pages and much more. Social Media Marketing is in its infancy and one area that is currently underdeveloped is analytics and reporting. It is difficult to track ROI but more effective methods are on their way.

How to Choose the Right Internet Marketing Approach?

Search Engine Optimization, Pay-Per-Click, Search Engine Marketing, Social Networking, Social Media Marketing, E-mail Marketing, Social Networking...

You have so many choices when it comes to marketing your products and services online and choosing the right ones for your goals and budget can be overwhelming. Before you waste money on costly PPC or put time into a blog, start by defining your objectives.

Define your goals |

What do you want your online marketing efforts to do for you?
  • Brand Recognition
  • Online Sales
  • Reputation Management
  • Engage Current and Prospective Customers
  • Drive Site Traffic
  • Convert Existing Site Traffic to Sales or Inquiries about your product or service
  • Recruit Employees
Define Your Target Market |
Who is your target market?
  • Age
  • Sex
  • Location
  • Interests
  • How Does Your Target Market Use the Internet
Define Your Budget |
What is your monthly advertising budget?
  • Print
  • TV
  • Internet
  • Other
Examine Your Competition |
What are your top competitors doing and is it working?
  • List Top 5 Competitors
  • What Do They Spend on Internet Marketing Monthly?
  • What Methods Are They Using? PPC, Blogging, SEO?
Once you know what you want it is time to bring in the experts! Although you can do surgery on yourself at home to save time and money on hospital expenses, you will most likely end up spending more money on professional help to fix the mess you've made. The same can be said of do-it-yourself internet marketing. Sure you can setup your own blog or PPC campaign but unless you are a highly skilled and experienced you will inevitably waste precious time and money.

If you are able to tell your prospective SEO company what you need and who you are, they should be able to get down to business. Not all SEO companies are equal. I will post a questionnaire for use in sourcing internet marketing providers.

Saturday, July 4, 2009

Organic Search Engine Optimization Vs. Pay-Per-Click Advertising

Organic Search Engine Optimization | Organic search results are the listings that appear in search engine results pages (SERP) because of their relevance to the search term. They are located in the center frame of the page. More people click on these results than on paid advertising.

Organic Search Engine Optimization is the process of getting a website to rank in on the first page in the organic results for key phrases. If done well, the website will get traffic and conversions. Organic Search Engine Optimization takes more time than PPC to produce results but the results are superior, longer lasting and more cost effective.

Pay-Per-Click Advertising | PPC ads are listings that are designed to look like the organic search results. Except for their placement and minor visual distinctions such as background color, their appearance on all major search engines is similar to the organic search results. Advertisers bid on keyword phrases relevant to their target market. They are located on the top and sides of the search results page.

Advertisers like PPC advertising because it’s simple, you have greater control over your ad campaign, and you receive comprehensive data on its performance. The importance of online marketing makes PPC an attractive option for Jewelers who need immediate results. Return on investment is easily calculated with Pay-Per-Click campaigns.
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Search Engine Marketing | Quick Tips

How Does Search Engine Marketing Work?

The objective of the search engines is to return relevant results. They seek to provide the best information, most closely matched to the search query. If they returned irrelevant results or only paid advertising, people would quickly stop using sites like Google, Yahoo and Bing.
There are many factors that search engines take into consideration when determining how to rank a website or PPC advertisement; website age, click through rate, number and authority of incoming links, ad copy, and much more.

Why is Now the Time to Invest in Online Marketing!

What You Don’t Do Can Hurt You | Internet Marketing

If you are alive then you have heard of Google. It is no secret that Google is revolutionizing the way business is done. Google is replacing the phonebook and other forms of advertising as the most important vehicle for reaching customers. Internet search is now the way that people research products and services, make purchases, review businesses, find directions and do a variety of things that are important to you as a business.

If potential customers don’t see your website, they will go to someone else’s. You can’t afford to ignore your online presence. The important thing is that you act now because the longer you wait, the harder it will be to catch up to your competitors!

It is human nature in this tough economy to react by cutting expenses. Who can think about spending money on advertising when there is payroll to meet and rent to pay? It may seem counter intuitive but now is the time to invest in online marketing.

The smart businessperson knows that the internet is the future . If your competitors are holding back, this is an opportunity for you to get ahead. Most likely, your competitors are already marketing their products and services online. If this is the case, you should seriously consider reallocating your existing advertising budget to the internet.

Internet Marketing 101 for Jewelers

Why is Internet Marketing Important to Your Business? | SEO for Jewelers

According to Media Screen Research,"50% of consumers with fast connections said that the internet had influenced a recent purchase... That compares to only 11% who said television commercials.... Magazine ads were even lower at 6%."

Instore Magazine reports that "With over 85 percent of consumers going online to research bridal and other luxury purchases, it’s one of the most important marketing components of your business today."

True or False?

If You Build It, They Will Come


Think of your website as a message in a bottle and the internet as a vast ocean. Customers will not find you just because you built a website. To have success online, customers must find your website. This means ranking on the first page of Google, Yahoo and Bing for relevant keyword searches. The higher up your site appears on the search results page, the more prospective customers will visit it.

Less is Sometimes More


The aim of optimizing a website is not just to drive traffic. Your site must draw the right kind of traffic. If a million people visit your website but they live in Guam and are not in the market for jewelry, what good does all of that traffic do you? Whether the objective is to reach customers in your local area, or to sell jewelry online, the right internet marketing strategy will help you achieve your goals.

Sunday, June 28, 2009

SEO and Directory Submissions Revisited | You Must Respect My Authorita!

Tim from LunaVista disagrees with me about the importance of directory submissions for SEO. What do you think? E-mail


Wow – you’re tough on the Directory Submissions. So while they may not pass Page Rank, they can be useful in getting new sites visited sooner (and older sites visited more often).

Some links are going to bring huge benefits, ie. all the love that comes from Page Rank. Other links are just that, links – they help direct spiders around. And for new sites, the fact that directories are updated regularly and they give search engines a place to go to find new links and re-index others, is a good thing. While I would not put as much emphasis on search directory links as I used to, I would still use search directory links as part of a linking strategy for new web sites.

I don’t think search engines ignore search directories, they don’t give you much of a “bump” as far as rankings go, BUT, it they do provide a means for spiders to find / follow links (which they do – you can see it in your analytics).

For the same reasons these links used to be popular from a ranking standpoint, they are still important from an indexing standpoint. They expose materials to the search engines. You may not receive “link credit” or “page rank” from it (because let’s face it, it is an artificial indicator – everybody can purchase a link from a directory), it is a beneficial path for search indexing.

Same reason we use social bookmarking sites. They expose new materials to the search engines. We have seen a great response in getting new pages indexed when we bookmark them – even once! Still not much in the way of link love being passed, BUT we are getting the page indexed, and if it is well optimized and is a part of a good site, it will show results sooner than we used to see.

Best regards,

Tim Grant

lunavista communications corp

Thank you for your thoughts on directory submissions. I guess only time will tell but as we all know, Google is constantly changing and improving their search algorithm in order to return the most relevant results possible. Do you remember when reciprocal linking worked to improve a sites relevance or when any link in would do? Google got wise to artificial linking patterns and started penalizing sites for irrelevant and reciprocal linking that didn't support a sites authority.

As South Park's Cartman says... "You must respect my authorita!". There is no magic bullet in Search Engine Optimization. The only sure fire way to keep your website ranking high in search results is to ask yourself is this going to increase my sites relevance and authority. Local directories and directories related to a site's content should by this standard still improve a website's standing.
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Monday, June 22, 2009

Mobile Web SEO | Are You Missing Out?

By Rachael Dror 630-269-3725

With 3.3 billion active cell phones on a planet of 6.6 billion people, mobile internet marketing cannot be ignored! Here are a few tips to get you started creating your mobile web presence...

1. Use the same colors and key elements as your main website.

2. Remove graphics and advertisements- they slow down load time and make mobile navigation tricky.

3. Less is more when it comes to clicks needed to navigate a mobile web page. Remember that your mobile audience has limited time, patience and bandwidth.
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Saturday, June 6, 2009

Hiring a Search Engine Marketing Firm | Watch for These Red Flags!

Search Engine Optimization is important for growing your business online. There are many companies that provide SEO services but they are not all equal! If you don't know what to look for in a SEO company or consultant, there's a good chance that you'll end up wasting time and money!

3 Red Flags |

1. Directory Registration | Search Engine Optimization techniques change constantly. Google used to place value on site registered with online directories. No more! If an SEO company includes directory registration in their proposal or as an additional service, you know that their strategy is stale!

2. We Rank 1st for "KEYWORD" |It's great if a SEO company comes up on the first page of Google for specific keywords but it isn't always an indication that they are good at what they do. Ask to see examples of work they've done for clients. I've investigated many SEO companies and have found that scammers often rely on their own keyword ranking to sell services to unsuspecting customers.

3. Outsourcing | You get what you pay for! Ask the SEO company if they do their work onsite. If they use resources from other countries you can be sure that quality will be compromised! I was once an outsource fan- it's cheap, it's fast. Be especially aware of copywriting and linking done overseas.
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Monday, June 1, 2009

Ideas That Spread = Success | The Best Social Media Marketing Methods 2009

The Top 2 Social Media Marketing Do's |
by Rachael Dror Chicago, IL

1. Create an app

ex. Fed Ex

Fed Ex launched an excellent social media campaign on FaceBook which was on brand and in alignment with an existing consumer need.

As you are probably aware, you can not send attachments using the messaging facility on FaceBook.

The US courier company, FedEx created a branded ap that enbaled people to “Launch a Package”, whereby they could send attachments within FaceBook.

The results were immediate: 100,000 installs in 48 hours, 1st branded app to make #1 on Facebook’s Most Active page, and 0ver 50% of users returning more than 10 times after install. -Jax Rant

SEE ALSO Bud Light's Dude app

2. Develop a Game

ex. New Balance

One engaging approach that’s been used in the past is the creation of games that revolve around a product or service. Marketers attempt to make free, entertaining mini-games that interest as much of the population as possible in hopes to get click-through traffic to their website or purchases of their product. This is exactly what New Balance has done with their Zip running sneaker and the Facebook mini-game “New Balance RUN-Dezvous” by Buddy Media.

The game itself plays a lot like the old-school, Nintendo title Paperboy. You’re out for a run, and you have to dodge things like falling plants, open man holes, street barricades, and so on. It actually looks pretty good too, utilizing an interesting, surreal style of art with a strange isometric point of view.

New Balance made their idea easy to share by adding a challenge function. Players could challenge their friends as well as other random players.

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Social Media Marketing | Don't Be Old School!

Don't Be Old School
by Rachael Dror

If you want to successfully market your products and services online, social media marketing is the most powerful tool available. In 2008, 79.5 million people visited social networking sites at least once a month according to Debra Aho Williamson of eMarketer! But before you attempt to reach out to this vast audience, the first thing you need to do is to forget everything you know about advertising! Gone are the days when the brands with the biggest ad budgets and loudest voices win. Today you have to ask yourself if your message is worth commenting on, sharing with friends and spending time with when there are infinite options available.


1. Stop talking about yourself! Listen to what others are saying and join the conversation.

2. Is that the sound of one hand clapping? A good way to be ignored online is to blast your message out to people who just don't care.

3. If you build it, they will not come. Having a website, banner ad, etc. is not good enough.

4. If you don't have something remarkable to say, don't say anything at all!

5. Get off your soapbox and get your hands dirty. Engagement is key to social media marketing success.

6. When in Rome, do as the Romans. Get to know the social network before crafting your campaign.

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Friday, May 29, 2009

Let's Get Social | Awesome Social Media Marketing Twitter Tees

Twitter Tees is an excellent example of social media marketing and Twissness (a Twitter business). Check them out and vote HECK YES on my Twitter Tee quote of the day!

Saturday, May 23, 2009

Chicago Video SEO Expert | Post YouTube Videos on Facebook

Simple Steps to Post YouTube Video to Facebook
by Rachael Dror 630-269-3725

1. Login into your Facebook account.

2. On your wall next to the update status button click on the share link tab.

3. Copy and paste the URL of the Youtube video you want to share in the field under share link.

4. Click Preview.

5. Facebook knows that you're posting a video from Youtube and will take the screenshot and other information to embed on your posting.

6. Enter in an optional summary & click Post.

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Friday, May 22, 2009

Recruiting on Social Networks | Find Your Candidates and Customers Using Social Media Marketing

Finding The Perfect Candidate Through Social Networking | 4 Easy Steps to Successful Recruiting on Twitter

Social networks are ideal for finding and connecting with top job candidates and prospective customers!
If you've ever put an ad on a job board then you know how difficult it can be to find qualified or quality people online. People apply for jobs that they are unqualified for and you end up with a never ending pile of irrelevent resumes.

Social networks act as a filter, delivering the best prospects with ease. You can search for people on Twitter, Facebook and MySpace by location, sex, keyword or interests. If you have the right profile and understand social networking etiquette, you can find your dream candidate and pre-screen them without wasting time and effort. And best of all, social networking is free!

Social Networking for Recruiters | A Simple Guide to Twitter Recruiting

1. Set-up a Twitter account for recruiting purposes
  • Include your contact information
  • Upload a photo of yourself (don't use your company's logo)
  • Add branding and design elements to your Twitter homepage
2. Tweeting for Job Prospects
  • Write high impact descriptions of the job opportunities available- attention catching!
  • Link to a complete job description
  • It's not about you! Don't just tweet your needs- provided added value by giving away job hunting and resume building tips
3. Proactively Seek Out Good Candidates
  • Use the search function at the bottom of the Twitter page
  • Search for Twitter users by location + job title or function | ex. Chicago Real Estate Attorney
  • Read Twitter conversations related to the job you are trying to fill
  • After checking out the person's profile and links, follow them
  • Search and follow people of interest on a daily basis
4. Be Responsive and Engaged
  • Send a direct message to people who follow you back
  • Always include your contact information
  • Set up e-mail or mobile Twitter alerts
  • Respond as soon as possible to people that contact you through the network

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Wednesday, May 13, 2009

3 Online Marketing Tips for Real Estate Professionals

1. Invest now! It may be counter intuitive but spend money now on SEO while everyone else is cutting back on online promotion. When the market recovers you'll be far ahead of your competition.

2. Think of social media marketing as a nice dinner party. Don't just talk about yourself. Connect, engage and bring something to the table.

3. Show don't tell. Don't be just another voice screaming I'm the best realtor, I have great properties, this is a great neighborhood. Show don't tell! Photos, video & testimonials will help you stand out in the crowd.
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Sunday, May 10, 2009

Video SEO |Secret Weapon for Small and Mid-Sized Businesses

Video SEO |Secret Weapon for Small and Mid-Sized Businesses

Video Search Engine Optimization is the most effective way for small and medium sized businesses to dominate local Google keyword searches, drive quality local traffic to a website and increase conversions from prospective clients.

Search engines place a greater value on video results than text because of the authority given to sites such as YouTube. In my experience, it takes less than two weeks for a video to make its way to the first page of Google search results for local searches vs. blogging or text based organic SEO, which can take up to six months for the same results.

Online video can level the playing field for the small business, by providing a reasonably priced and appealing platform to illustrate points of differentiation from bigger competitors. From an SEO standpoint, it is the ability to easily create and distribute online video that will drive value for search optimization, user engagement, and eventually faster conversions.

Video SEO Case Study | Larc Jewelers

Goal: Larc Jewelers of Glen Ellyn, IL wanted to rank on Google for local keyword searches.

Execution: After identifying the appropriate keywords, we created and launched one marketing video per month.

Results: Within a few weeks, Larc Jewelers dominated the first page of Google for the search phrase “Jewelers Glen Ellyn, IL”. The increased online exposure has generated phone inquiries, in store traffic and sales!

Video SEO Package | (12 month contract) Call 630.269.3725 for more info.

Keyword Development: I will analyze your local market and establish the most effective keywords to target through Video SEO.

Video Sharing Accounts and Business Profiles: Opening video sharing accounts for marketing purposes is time consuming and labor intensive. I open video sharing accounts with your business’ profile including, contact information, web address and marketing message.

Marketing Video: Use the power of video to engage your target market and achieve local search result domination. I create one video per month featuring your merchandise, promotional message and contact information. Before your video goes to the web, I require approval to ensure continuity of your marketing message.

Video Distribution: Uploading files to video sharing sites takes time and technical knowledge. I distribute your marketing video to personalized sharing accounts within 24 hrs. of video approval.

Get Your Website Rankings Up with 4 Important SEO Tips

1. Incoming Links- Link building is the SEO trump card for the foreseeable future. It is the most important influence on a website’s search rankings. When external sites link to a website, it indicates to the search engines that the site has useful information. Links must come from trusted sites with authority. Link building takes time and is done on a monthly basis. It takes a few months to see results.

2. Updated Content- Search engines look for fresh content and the more frequently you update your content the more frequently your site is indexed by the search engines. Adding a sub-domain blog to an existing site or building your website on a blogging platform are the best ways to achieve dynamic content.

3. Dynamic Websites- Search engines favor interactive websites that include content such as images, forms and video.

4. Meta Data- Search engines use keywords and site descriptions to determine what your website is all about. In depth keyword research is essential in establishing what keywords generate the most traffic. Using location specific keywords will help rank your site in local search results.

Rachael Dror | SEO and Social Media Expert 630-269-3725

Search Engine Optimization for Jewelers and Other Businesses

Organic Search Engine Optimization |

Strategy and Creativity Beat Big Ad Budgets Every Time| SEO for Jewelers

To have success online, customers must be able to find your website. This means ranking on the first page of Google, Yahoo and MSN search results for relevant keywords. The higher up a site appears in the search results list, the more visitors it will receive.

Costly paid online advertising offers immediate results but as soon as you stop paying, your website drops off the search rankings, leaving nothing to show for money spent. The most effective way to achieve long lasting search rankings is organic search engine optimization.

Organic SEO is the process of improving the volume and quality of traffic to a website from search engines including Google, Yahoo and MSN search via organic or algorithmic search results.

The job of a search engine is to return relevant results. They must distinguish between authority sites with good information and inappropriate or spam sites. There are many factors taken into consideration by search engines when determining the relevancy and authority of a website.

Rachael Dror | SEO and Social Media Expert 630-269-3725

Wednesday, April 22, 2009

Use New Social Networking Site to Promote Events Online!

Use New Social Networking Site to Promote Events Online!
Eventbrite is a social media/social networking application that allows you to promote free events or sell tickets online. It has pluggins for Twitter, Facebook, Typepad and more! You can also promote your events directly from your website.

To learn more about Search Engine Optimization, Social Networking and Online Promotion, call Rachael Dror 630-269-3725. Onsite Training, SEO Workshops, Public Speaking & More!

Tuesday, March 24, 2009

National Press for Local Retailer

Janet Avila, owner of String Theory Yarn Company was reading an article about best practices in social media marketing in Yarn Market News, a major trade magazine in her industry. She was surprised to discover that video work her shop has done with Rachael Dror of was featured! The full article will be available on To see other Glen Ellyn businesses utilizing web 2.0 tools, visit

Social Studies 2.0
By Leslie Petrovski
March 2009

“To keep customers in the loop, String Theory Yarn Company in Glen Ellyn, Illinois,
posted a YouTube ”video” of still photographs that featured knit fashions from the
store’s 2008 fashion show- a video that was repurposed on the shop’s blog.

The store has also kept its community informed of new yarn arrivals with a blog-
featured slideshow from slide, a site where users can create and share their own
slide presentations.”

Sisters Work to Benefit Merchants Online, the brainchild of Rachael Dror gets press. promotes small and mid-sized business' through social media marketing, video SEO and local search optimization.