Bend WebCAM Blog

How To Self Promote Without Being a Jerk – Bruce Kasanoff

October 15th, 2014

Bruce is a ghost writer for executives, entrepreneurs and professionals and has over 175,000 followers on LinkedIn. His titles include “How To Save the World in Your Spare Time”, “How to Self-Promote Without Being a Jerk” and “Smart Customers, Stupid Companies”. He also teaches skiing, rides a mountain bike and spends time with his family and three rescue dogs in his home of Westport, Connecticut. No, not Bend, Oregon.

Yesterday, Bruce talked about how to be the best talent by bringing the talent out in others. This afternoon, he talked more about how to promote yourself without being a jerk. It is no coincidence that the same principles apply and that by helping others and bringing out the talent in others, you can learn to self promote.

Be generous and expert, trustworthy and clear, open-minded and adaptable, persistent and present.

Be Generous:How to Promote Yourself Without Being a Jerk
Help this person
Introduce others
Serve, don’t sell

Be an Expert:
The basics matter
Prove it

Be Trustworthy:
Tell the whole truth
Be perfect
Levels of substance

Be Clear:
One point
Minimize trivia
Theory of Seven

Be Open Minded:
Travel in new circles
Make bold proposals
You’re in show business

Be Adaptable:
Change the cover
Fear to your advantage

Be Persistent:
No answer does not equal NO
Ask for referrals
Take credit

Be Present:
Be quiet enough to hear

Bruce started off with a humorous story about his neighbor, who over the course of time, really had no idea what Bruce did all day. At one point, the neighbor was surprised to learn that Bruce had 175,000 followers on LinkedIn and the neighbor asked—how did that happen?

That sentence above and those principles, was how he did it.


This starting point is so important– Help this person! Even if it is just 20 minutes every morning.

If you have a client that you really like and want to help even more than what is in your contract or your job description, take a few minutes and go above and beyond. That person will somehow, in more ways than one, help you. It will come back to you either directly or indirectly.


Another key to success, and often one that we creative people do not do, is to introduce others. Make connections. Help someone out by connecting them with someone else. The more people you add to their network (and yours), the more you have a sense of place in the “people” world.

(One of the main points that this blogger got out of Bruce’s talks—connections, connections, connections. Make the connections.)


Get out of the buyer/seller/pitch mode and simply interact. This is the beauty of social media. Jill Rowley, known as the “quota crusher” in sales, is the queen of social selling and developed a strategy of serving, not selling. She uses social media to interact and share, creating a more dynamic experience, a more personal experience and connections that may not have been realized.

Make selling personal. Understand your customer. Remember your customer. Know the difference in values that one customer may have from another. Know if you CAN add value (or not). Recognize the difference between one customer and another and speak personally to them. (i.e. Do not blast every email and every article to your whole list. Separate and figure out who will value what.)

The key to all of this – you have to be in the “service mode.” You must really think and believe it.

How do you serve, not sell, authentically? You must internalize this credo. You must believe it wholeheartedly.

A fundamental mindset is to actually remember information about a customer. The toughest customer to serve is someone that doesn’t know what they want. Think of this as a tremendous opportunity! That type of client might always be struggling with this. Help them. Uncover those difficult to serve clients and craft a solution. Customization in what you do and how you do it can help you by ensuring you are relevant.

Almost everyone we know has a situation that they don’t have a solution to a problem. Most likely, we ALL have this problem at some time. But you still have to get in there and figure out what can do differently for each client.

Audience members shared specific examples of how they reached out to people with a genuine compliment. In return, doors opened for them. Think about a time, you served someone and helped them. Did it open doors for you?


So often, people undermine themselves by saying things like, “I’m a creative person. I’m not a detail person.” Yesterday, Bruce referred to this as “foster a growth mindset in others, rather than a fixed mindset.”

You cannot think or act this way. Do a good job at all the tasks. For example, you need to be able to perform basic communication and basic tasks such as writing a proper email without blatant grammatical errors. The basics matter.

Also, take it to the next level—take “the basics” to a higher standard. For example, LinkedIn profiles should be clear, well written, and show immediately how that person has positioned themselves. Make it clear to people exactly who you are and what you want.

If you only want three things, then do not put FOUR. Do not put extraneous information on your profile, “just because.”

Audience question: If you are an accountant and an actress, how do you effectively pursue both things?

You create separate profiles. LinkedIn might be your accountant profile and Twitter might be your actress profile. Use the appropriate channels for promoting yourself.


Be honest – in a take credit sort of way.

When you read bios, LinkedIn profiles, even resumes of people who are NOT comfortable in self-promotion, you will notice that they are not very good at taking the credit.

Use terms like “Increased sales by 20%”. Use the number of followers on a channel (if it really is astounding.) Use factual statements, these solid accomplishments, front and center, not buried in your profile!


You have to look for opportunities and continue saying what it is that you want.

Bruce shared his own personal experience of how he broke into writing on LinkedIn. When LinkedIn decided to get into the content business, they chose hugely big name people (think: President Obama, Richard Branson) to publish on LinkedIn. Bruce figured out the editor to contact, pitched himself to write for LinkedIn and was accepted—even when they said that they were not taking writers.

He wrote two articles. Only 250 people read these. (Remember, he was competing against Obama and Richard Branson.) It then occurred to him that he was “in” and could write about many things. People then started asking him if he could help other people with writing, content marketing and such.

All of us have much more control over our fate than we think we do. (For reals.) We all feel caught in the middle, but we all have the ability to change the rules and shake it up. If you were a top CEO in a Fortune 500 Company, would you feel in charge? Likely, no. You will always feel that you are stuck in the middle.

This is important – you can change the rules.

Sometimes there is a trade-off. Sometimes there are very big trade-offs, but there is always opportunity. You just need to ask yourself, “Have I reached the point at which I’m willing to sacrifice some things?”

Bruce shared a tactical thing that he does to get more readers for his articles and slideshares. There was a point last year, where over a six month period, there were 5 million slide shares uploaded and he had the most popular slideshare.

He didn’t abandon the slideshare once he uploaded it. If x number of people read it within the first hour, he would change it. Then change it again. You can change the title, can basically change the whole thing. He kept changing the cover, title, first three slides, etc. until it caught on.

Change your content, but what really matters is that it is good and useful.


If you pitch someone and don’t hear anything for two days, it doesn’t mean “No”. It just means that you didn’t get an answer. Be persistent, make a phone call, or try a different tactic.

Get involved. Make connections. Make a phone call. Make introductions.

A quick word about vulnerability.

The best mindset is a combination of confidence and vulnerability:

Confidence + Vulnerability = Interdependence

If you are confident but not vulnerable, you might come across as arrogant.

If you are vulnerable, but not confident, you will get trampled.

Thank you Bruce, for coming to Bend and inspiring us!

Want to learn more about how to promote yourself without being a jerk? Find Bruce’s book online here:


Katy Bryce

About this blogger: Katy Bryce is a writer and communications consultant who believes the careful arrangement of words can tell a compelling story or inspire the reader to take action. She’s based in Bend, but is most happy traveling to exotic locales.

Building A Marketing Team – John Doherty

October 15th, 2014

John Doherty, Senior Marketing Manager (@dohertyjf) at HotPads @hotpads

John is the Senior Marketing Manager at Hotpads. He just celebrated his one year anniversary. John’s goal in this talk was to share some lessons on how manage a digital marketing team, particularly for a fast growing company. He currently has the privilege of leading a team of eight marketers at (which is owned by Zillow).

Hotpads has grown from 18 to 60 people in the year that John has been there, and this has really resulted in many lessons in managing a marketing team. Zillow alone has grown from 600 to 1200 employees in that time. (And they are hiring….)

John’s first big share:

“Building a marketing team inhouse has been the hardest thing I have ever done in my professional life.”

Today, John talked about two key areas about building an online marketing team.

  1. Hiring and getting the skills needed to effectively hire a good team are completely different than the skills need to manage a team.
  2. Empowering a team of marketers once they are hired.

Lesson: Know thyself.

Is hiring painful? Yes, for most people. Hiring is very hard. They wish they had known themselves better.

Lesson: More importantly, know your weaknesses.

Zillow is very invested in building our leaders. We start with personality questionnaires to understand who are leaders are and how they interact with others. (Similar to Myers-Briggs.)

For instance, John’s results say that he is a Motivator/Observer:

“John is outgoing and direct, but as a participant, he can if he is not careful, take control of the process. He is likely to exhibit impatience with someone who is disorganized.”

When you set out to hire, in house or agency, know how you work and personalities you work well with.

Ask – would you want to sit next to this person on a Sunday afternoon? Or would you want to sit on a cross country flight with this person? Is this person going to challenge you and inspire you?

Many online tech companies have Observers – typically engineer type people.

Lesson: Start with vision BEFORE hiring.

Where is the company going? Not just traffic or growth—what kind of company do we want to be? What are our core values?

These are all important questions to ask yourself before hiring anyone!

Zillow’s core values:

Consumer obsessed

First figure out—How do we get there? THEN ask—who can we hire?

Do not start “optimizing” the team before the issues are diagnosed.

LESSON: Hire for CULTURE, not “culture”.

There is lots of material on this.

Dogs in the office is not culture. It is fun, but not culture.

Just because you have a company hoodie does not give you culture.

These things make for a FUN work environment, but does not back you do your job better. This kind of culture can be distracting. This is not why people should be joining your company

Real Culture is how you make decisions, how you approach conflict, how you deal with uncertainty. How do you react with the shit hits the fan? That is culture.

For example, Zillow’s culture is: Move Fast. Take Big Swings.

Zillow has email addresses that are set up for ideas to do things faster. Move fast, take big swings. Even if you don’t use them, the idea of moving fast and taking big swings is ingrained into culture.
Look for people who are inspired and inspiring, who play nice with others, who are humble, and who work in ways that gel with the broader team.

Look for people who challenge the status quo and stand up for what they know to be right. This can be hard to do. Challenging the status quo does not mean that you bulldoze others.

LESSON: Invest in scalability now.

You might grow from 18-60 in a year. Prepare for the future.

LESSON: Plan projects, then people.

Then be ready to change it all.

We ask all of the time – are we hiring people too fast? Are we compromising quality because we are hiring so fast?

LESSON: You hired them for a reason (they’re smart). Now your job is to bring them team together.

Weekly one on ones and non-violent communication will help them think and push forward.

Nudge and direct if they are heading in the wrong direction. Don’t be afraid to do this.

Managing a team can be a lot like being a parent. You have to let them make mistakes, then coach them back on track.

Non-violent communication. John asks every time—How can I help you succeed this week? He is always surprised at what they might say. Employees are not robots, they are humans with dreams, skills, weaknesses and great ideas! And if they don’t, you shouldn’t hire them.

Some of the biggest wins come from unexpected places. EX—the head of consumer engineering re-did the logo. Sometimes very technical engineers can come up with very creative ideas.

Your team doesn’t need to be reminded that you are the boss. They know that. They need to know that you are on their side, that you care and you want them to succeed. You may be the boss, but you are nothing without your team.

You do care about them, right? If not, you shouldn’t be a boss.

Take the lead when presenting to execs in big meetings, always giving them credit, and deferring answers about there area to them.

LESSON: Scaling is hard

As a business grows, you need to change systems, schedules, frequencies, etc.

As a small team we all know what each other is doing and what everyone is working on. As a team grows, things shift and usually result in more frequent all-team meetings to ensure communication (less 1 on 1’s). You also need to change how they plan projects and how people collaborate projects.

LESSON: Give away your decision making power.

John is actively trying to give away as many decisions as possible to his team. If you manage people, you know that you are often not the best person to make the decision. Give that to the person who is. This is very motivating for your team and excites people.

Every area has a default decision maker.

LESSON: Communicate all of the things all of the time.

Use things like dashboards and update emails to keep everyone updated.


Katy BryceAbout this blogger: Katy Bryce is a writer and communications consultant who believes the careful arrangement of words can tell a compelling story or inspire the reader to take action. She’s based in Bend, but is most happy traveling to exotic locales.

Successful Collaboration is the Future of Advertising

October 14th, 2014

Bart Cleveland is Founder & CEO at Job Propulsion Lab/Bart Cleveland Creative Development.  He helps agencies around the country realize their true potential through innovation and more effective collaboration. In 2012, he founded Job Propulsion Lab to help young people entering advertising plan and manage more successful careers.

His presentation today is: Successful Collaboration is the Future of Advertising

The ad industry’s leading companies are flourishing because they’ve adopted a new way of creating.

The New Agency Model is both innovative & integrated

Dramatic changes in the last fifteen years have changed the advertising ecosystem.

“Internet enabled mobile devices have evolved the way brands are seen, tasted, touched and felt.”

90% of all media is consumed on a screen

38% of all media consumed on smartphones

90% of interactions are on multiple screens

61% of users are online while watching TV

The consumer is in control of what, when and how they get all communication.  To connect emotionally brand campaigns must have extreme flexibility. A brand isn’t a brand unless it can be lived.

Example: Southwest Airlines. Safety instructions by stand-up comedians.

Example: Starbucks. Tall, decaf, nonfat, two-pump, no whip, mocha

Example: Slave to Target



It’s not sufficient to do things better. We need to do better things. One way to achieve this is to change the way you think about the way you think. The reality is that you re in this business because you have a dream, you have a reason you do it. Your customers and clients need it.

ACES: Steps to find your champions, advocates and fans.

First you must know who you are

“People are loyal to you when they believe what you believe. They don’t buy what you do, they buy why you do it.”

~ Simon Sinek

Instead of focusing on:

What are we going to say?

Understand the importance of what are we going to be? What are we going to stand for?

It’s not what or how you do something, it’s why you do it.

The Chronology of Branding

  1. Analysis
  2. Blueprint
  3. Expression
  4. Execution

The Chronology of Brand Attraction – Life Span of Customer

Attracted to you

Connected to you

Embraces you

Shares until they are sharing you they aren’t helping you grow.

You want to get to S as fast possible.

Chemistry is probably 50% – 60% if the consumer’s decision factor. People buy things from people they like. How do they buy if they’ve never met you. That’s what we call branding.


So, what is the key to beating your competition? Engaging & Motivating Your Team

There is a Talent Crisis In Advertising. People are leaving the industry because they aren’t getting what they want from their job. There is little skill training or career development at agencies. People want growth from their job. When they leave, it’s because they weren’t provided with opportunities for growth.

40% of the workforces will be freelance, contract or temp by 2020.

Investing properly is the key to success.

  1. Don’t retain employees. Engage them.
  2. Ensure that there are “spread your wings” projects
  3. One-on-one employee relations
  4. Customized work structures (YES)
  5. Career development programs: blog
  6. The investment must be relevant to the individual
  7. Your number one customer is your employee.
  8. One size fits all programs aren’t relevant.
  9. Let HR be your anthropologist, growth agent and workplace hacker

“It serves us to help others be the people we want to be.”

For optimizing team potential:

  1. Have a clear purpose and goal articulated.
  2. Transparent.
  3. Caters to individual
  4. investing in people with soft skills
  5. practice a yes mantra–it keeps great work safe. it helps them believe they can do it.

Millennials don’t want to fail, they need affirmation. Yes instills trust. Yes empowers the entrepreneurial spirit. Yes saves money on recruitment.

The Model has changed. The best talent is mobile. Employees make career decisions according to life needs. We can attract new talent by taking care of current talent. Engagement results in higher quality work and longer employee retention.

Successful Collaboration understands the new team.

How Do We Work Together?

Take anything that is fuzzy and make it clear.

Explore What Ifs? Discover the Why’s

Take time.

Think of collaborative process as breathing: Working in solitude is as you are thinking is inhale, you exhale when you join the team bringing your ideas and perspectives. The bigger the team, the less productive you are.

Avoid Pitfalls

  1. Lack of focus. Collaborators need to take ownership
  2. Lack of commitment. Be a leader even when you aren’t leading
  3. Lack of compassion
  4. Lack of simplicity
  5. Lack of communication
  6. Lack of a backup plan
  7. Lack of consensus

For Quality Work:

  • Know where you are going
  • Commit to the best idea
  • Evolve from good to great
  • Never compromise craft

If you want great work, you have to make the bad work good.


Hypertelling advertising is about orchestration not just integration. Eric Salomon, Creative Director, Google Creative Lab

Monster Loyalty Customers who evangelize your product. How do we make our best customers our heroes.

Advertisers should constantly look for new ways to blur the lines. Shift from big data to smart data. Smart data informs business decisions.

You haven’t built a brand until the customer is selling product for you.

The point: find your own way and make it your own.

Prolific Idea Generation before panning for gold, you dig a big pile of dirt.  Change the way you think about the way you think. When you are uncomfortable your brain works in a different way.

How to Evolve and Refine Ideas

  • articulate platforms/possibilities
  • brainstorm ideas
  • refine best ideas be refined into tactics
  • design and present

Movement is the secret to genius. Don’t stop moving.

The Brainstorming Toolbox allows you to use multiple tools to get to ideas

  • Yeager Principle:  go faster than you can think. think of multiple ideas. no evaluation or analyzing.
  • Constanza Principle: think of the opposite of progress.
  • James Burke Principle: discover connections between unrelated items to exercise your brain
  • Darwin Principle: Exercise…Highlight Words, Articulate the Truth, Show An Example
  • Blitz Principle: Mashup two similar or different items, inflate reality, or take something away to prove a point. Zag. Take all of these techniques: gather, simmer and improve. Create a wall. Once gathered create buckets and take them to the client. Then ideate across platforms. Select best idea and improve upon it.

The Proper Orchestration of a Brand Story

Think of ways to build it into the product. When you intuitively know how to use something it is magical. The product fits me. Can an off-the-beaten-path agency be famous? Yes, for previous examples think of Fallon (Minneapolis) Crispin Porter and Bogusky (Miami). They were courageous and knew the difference between marketing and branding. One is telling the other is listening and understanding what is being shared about your brand.





What Makes An Idea Great in 2014 with Ed Cotton

October 14th, 2014

(Post in progress, links forthcoming)

ED COTTON is Director of Strategy and Innovation at Butler Shine Stern and Partners  leading the agency’s strategy and analytics functions. He started one of the first US agency marketing blogs,, and was recognized by Adweek as one of the 25 best advertising voices on Twitter. BSSP was awarded Adweek’s Small Agency of the Decade in 2010 and has been named one of Outside Magazine’s Best Places to Work for the past 3 years.

So, What Makes An Idea Great in 2014?

It’s not about ideas, they’re everywhere.

In advertising, the landscape is both increasingly competitive (see YouTube Celebrities and Funny or Die) and filled with avoiders who filter through their devices. Breaking through culture requires great ideas, timing and courage.

To understand a great idea you can break it down to work out its parts which is exactly what Ed did in this participatory session by offering a series of exercises in which we reviewed the brand situation, the creative and then collectively discussed a series of questions to determine if the ideas at work were Good, Great, or Big.


A major car brand is about to launch a new car, it’s bigger and more spacious. How did they do so in a compelling way with size being a focal point?

Nissan Tweet

Nissan had this creative waiting to go, tweeting it 7 minutes after the announcement of the second royal pregnancy.

How would you react emotionally at the time?

What’s remarkable? *In this case it’s the timing, amiright?

What about the context?

What’s the insight?

What does it have to do with culture?


This company makes a product that nobody considers cool but, they’ve a new update coming out with a ton of new features.

Lacking in mass appeal, the audience is tiny and could easily be reach reached in narrowcast

(*Side note: wifi connectivity difficulties prevented us from accessing the video so Ed began to describe it. The room quickly built on the Volvo Example of Two Trucks, Jean Claude Van Damme doing the splits with Enya playing in the background).


This is a packaged good. It’s category has done things a certain way for so long, but competitors have already broken these rules. This brand is behind and needs to step up. It has to find a space it can own. It has to go beyond the functional, to something deeply emotional. It has to find a new truth

It’s  not about a product, it’s about an issue. Great ideas changes perception about brand. Big idea changes perception.


Crest – Do the opposite of what is expected.

FAKKA –  New way of thinking about media

British Airways – Expected Emotion, New Context


  • What is the desired business result?
  • What do you want to achieve?
  • What’s the problem to be solved? Can you reframe the problem?
  • What does the brand do well? (Starbucks)
  • What’s the cultural space for the brand?
  • What’s the emotional consumer truth – the observation? Got Milk Campaign.
  • What are the category rules to break?
  • Getting to great is making your brand a hero.
  • Opening up and spark a conversation.
  • Is there a tech-first opportunity?

Summation: Getting to Great Ideas requires bravery and a willingness to fight for it. It has to be connected to a cultural truth, a brand truth and a consumer truth. Increasingly it means experimentation.

Recommended reading: Contagious by Jonah Berger

Consider his six STEPPS when exploring ideas

Social Currency




Practical Value



Moving Beyond Viral: sustainable content marketing

October 14th, 2014

Jake Johnson aka @thejakers is the Brand Experience Director at Phinney Bischoff working both in high-level business management and creative direction. Entrepreneurial and diverse, Jake has founded two companies, including an interactive branding agency nominated as one of the 10 best new agencies in the world by .net Magazine. He’s worked with a broad range of clients, such as Microsoft, the Seattle Seahawks, Rotary International and Paramount Pictures, and has co-authored over 17 books, including three New York Times Bestsellers.


MOVING BEYOND VIRAL: Sustainable Content Marketing for Average Janes and Joes

Let’s begin with a definition of Content Marketing, shall we?

One definition of Content Marketing is that it is a holistic approach to marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. Content marketing is not long format commercials. Most of us don’t have multimillion dollar budgets so we need to focus on things beneficial for our program vs. doing cool shit.

How Do We Do This? You can’t pull it off a shelf. It takes a lot of work.

For Jake’s team, the cyclical process includes planning > sourcing > creating > distributing > measuring >

Rather than get bogged down on tactics, teams need a strategy that encompasses all of their consumer touchpoints. The opportunity to bring everything up to a brand strategy level is important. You can’t talk tactics without big picture.


Strategic brand development is the science of discovering the core essence of your brand–why you do what you do, what the competition is up to, and what customers really care about–and the art of doing something unique and compelling with that knowledge that also aligns with the overall goals of your organization.

This begins with research. It’s important to know both thy customer and thyself and there are a variety of ways in which to discover this.

In a nutshell, this is the process: Establish a brand essence> Create a core strategy that ladders up to that essence> Deliver content that supports the strategy.

Jake Johnson at Bend WebCAM

Jake Johnson talks Sustainable Content Marketing

Research Examples

  • Stakeholder interviews
  • Focus groups
  • Online surveys
  • Competitive/Comparative Audits (to see whitespace)
  • Segmentation Studies (important to do ninja things)
  • And more!

By conductive research you can move clients towards understanding  their Brand Essence.

MAKE KEY HIRES for Content Marketing Teams

Content Director: intermediary of senior leadership

Managing Editor: sometimes combined with Content Director, this role leads logistics

Journalist/storyteller: different than copywriter. There’s no old school call to action, rather there is a focus on engaging storytelling.

Design: it’s imperative to have beautiful content

Community Manager: run social media channels and distribution channels. Handled Content Management Systems

SEO/Paid Specialist


Page hits aren’t meaningful for leadership team. Cited studies show that the majority wish they could measure how people’s opinions of their brand are changing because of their content. Consider metrics that effectively capture the following:

  • Brand Awareness
  • Engagement
  • Return Users
  • Legacy (long tail keywords)
  • Social Clout 65% of marketers are using social shares to measure success. It’s not always about quantity, consider quality, how can you get the right people sharing your content?


People are looking for answers, the often find brands talking about themselves, the result is frustration.

When planning content, quality trumps quantity. Rather than overburden your team, consider scaling to meet the needs and goals of your brand. Investing in two pieces of content in a month is a great place to start.



“Photos are liked 2x more than text updates, while videos are shared 12x more than links and text posts combined.”



Prepare for a marathon. Start with incremental training.



  1. Make the case for a brand strategy internally
  2. Develop a core content strategy and stick to it
  3. Talk to those who talk to your customers
  4. Evangelize (create a woo hoo form where people could share content suggestions)
  5. Fail forward. Idea that we are either in action or contemplation. Sometimes you’ll have successes sometimes you’ll fall on our face.


Final Thought: Content marketing is hard. It’s young, we’re still figuring it out.



Stephan Spencer: Ninja Techniques for Scalable Link Building

October 14th, 2014

Stephan’s daughter started blogging and SEO when she was 14 and made up to $1100 a month, mostly passive income. If she can do it, you can do it. Teach YOUR kids how to do this and earn passive income rather than flipping burgers.

A share is more important than a Like.

This powerpoint deck is available HERE: Ninja Techniques for Scalable Link Building


All the notes and MORE are available at this link.


Thank you, Stephen! We’re not worthy!

Marketing bend orKelly Walker is Creative Director for Intrepid Marketing, a leading Bend, Oregon marketing agency. For more information, contact Kelly at: (541) 419-9976 or



What is Different about Mobile SEO? Cindy Krum

October 14th, 2014

Google search growth: Google clearly cares about mobile-related search.

Total amount of search is not really changing, but mobile and tablet search are growing–they are cannibalizing desktop search. Desktop search is in a noticeable decline.

Mobile will outpace desktop searches by 2015.

Expand your reach throughout the day: Mobile most popular in the morning, desktop during working hours, tablets most popular at night.

Mobile stats are often not accurate. Mobile statistics fails to define “what is mobile?” For example, are game systems considered? New technology makes it harder to classify.

How are mobile search results different?

  • Fewer results above the fold–usually 2-3. This is variable.
  • PPC has more impact on Mobile SERP. PPC can cut down results to one or zero organic results above the fold. This makes PPC more important. It’s a bit cut throat.
  • Triggers from universal results are strong than in desktop–ex. news or videos. These can push the top listing down.
  • Mobile has more local influence. At least 30% of searches have mobile intent. Not everyone searching on mobile is going to convert. Many are just looking where to go. If you’re not in maps, you’re invisible on mobile. Sometimes you get above the map, but you have to be super relevant.
  • Likelihood of knowledge graphs is higher on mobile. Google tries to summarize what they think you want to know about a topic. This info is scraped from a trusted source website such as Wikipedia. You have to play the game–Google is going to win!
  • Some mobile & skip-redirect links (mDot). Lots of people forgot to SEO their mDot (m.) pages. Don’t stress whether bots are going to m-dot or www page, as long as it gets there.
  • Expandable sub-links. Go on a mobile phone and test everyone of your sub-links–brand search: how does it look? Google will show the best page they can, whether mobilized or not. Don’t drive them to a bad experience, or they will bounce. Click on sub-links and sub-sub-links. Test them on a regular basis. You may have mobile pages set up, but if re-direct isn’t working, it will go to desktop.
  • Micro-formats are important. Make your layout touch-friendly: photos, ratings markup–Google prefers to rank these. It will drive rankings and clickthrough. gives us code for mark-ups. Make your content more accessible to the crawlers.

Test on different devices, not just your own.

How is Mobile SEO Different?aaa

  • Algorithms focused on page speed, usability, desktop linkage
  • Strategic focus on SERP style, micro-formats, social
  • Technical focus on errors, server & CDN (Much more technical than desktop SEO). I don’t focus mobile on keywords, since those will come from your desktop pages.

Mobile SEO ranking factors: Multiple URL mobile, Single URL mobile

The secret underbelly of mobile SEO:

  • Crawler confusion
  • Inefficient crawls
  • Additional domain errors
  • Problematic indexing

Mobile SEO is less about rankings, more about successful integration.

  mDot Site SEO

‘m.’ and ‘www.’ URLs with user-agent detection & redirection and bi-directional annotation.

One URL with two or more HTML Page Variations, sent by the server.

Responsive Design Site SEO: One URL with multiple styling options based on screen width. Google likes this.

Don’t use a mobilization platform. They DON’T know SEO.


They like ONE set of URLs.

Allows them to use your social signals in reference to that page. People don’t share as much on the moble URLs. With responsive design, Google doesn’t have to wade through. Put all your social in one place.

Page-load times can be a problem. Good responsive design has good page-load times, so hire a good developer.

Slow is ALWAYS bad in mobile. It slows the crawlers (fewer pages indexed) and increases bounce and site abandonment. You have to know what you’re doing in order to build a fast and responsive site.

How do I decide? You have to know your development team and how complicated your content is. More complicated content is harder to make responsive.

Google has a “Google Page Speed Tool” that helps you with mobile useability. Don’t make fingers want to commit suicide.

50% of social happens on mobile. Test, test, test. Don’t send people to non-mobile-friendly landing pages. Test on iPhone, Android, etc.

Maximizing social: Make it look good. Make it match.

Stay aware of advances in voice search. Ex. Hummingbird update. Target those keywords. Google believes people search for answers, not websites.

Google has a “FreeBase” project. Keep a watch on it. It’s kind of like Google’s Wikipedia.

Keep a watch on “Google Now.” Location-relevant & synched cross device. Combs searches, social, calendar & email to anticipate needs.

Wearables are mobile too.

Look at Critical Path Rendering, so content above the page registers first. Look up Brian Quade (sp?), head of Google Page Speed on live example of Critical Path Rendering.

Images are the hardest things to deal with in responsive formatting. Visit www.responsiveimages.orgs

Screen Shot 2014-10-14 at 2.34.40 PMCheck out




Marketing bend orKelly Walker is Creative Director for Intrepid Marketing, a leading Bend, Oregon marketing agency. For more information, contact Kelly at: (541) 419-9976 or



Social Media Channel Reviews with Marty Weintraub, Anna Sawyer, and Dale Partridge!

October 14th, 2014

We try to find those “blackmail photos.”

Dale Partridge (Not in a pear tree)









The Marty

Sometimes Anna has to wear “e-stretchy pants!”

Learn the latest in social media including tips, tricks & more.

“Do what you do and do it well, and what you can’t do well, outsource, schedule or just leave it alone.”

Dale: It doesn’t matter what you knew last week; Social media is changing rapidly.

Everyone is an “expert” in social media…not. Work on your own brand’s SM in order to earn your stripes.

Share authenticity. Share mistakes. Be real.

Post every couple of days–consistency is king. If you don’t, don’t bother.


Screen 1Know the culture difference between networks. Every medium has its own culture. Show how you value people on social media. Add value to people’s lives without selling to them. Every post should have a purpose. If you’re doing culture, do culture; if you’re doing engagement, do engagement; if you’re selling a product, sell a product. Don’t mix these.

This is a blogger talk…Typically new bloggers want to post quotes; second, they post their blogs; then they talk very little about themselves. We need to switch this. Talk about yourself most, post your blogs, post quotes. This offers huge credibility. People want to know who you are.

“People don’t follow blogs, they follow people. Be human. Be real. That’s what is worth following.”

Bring out transparency and vulnerability.


AAFacebook likes to see that you are commenting back. Post often.

Hook up your Instagram to FB. FB owns Instagram, so it’s a good synergy. Dale posts between 4-24 times a day. People aren’t seeing your stuff anyway, so post frequently.



aa2Twitter: Give people a reason to follow you. I post about five times a day. Some large companies post 50 times a day.









aa3Pinterest: Massive opportunity for growth. They have a great network and platform. Post vulnerable, authentic stuff here–like taking your staff out to dinner. This is my most intimate network.








aa5YouTube: Second biggest search engine.











aa6You can actually buy social media networks (pages). Buy cheap, sell high.










Anna Sawyer: Social Media for Slytherins

Lives in San Francisco. Used to run a karaoke business. Buys weird domains. Humor in advertising.

The pants!

The pants! @annafsawyer

Rule Breaking

How I got out of it, then back into it. Rule breaking has served me well over the years.

1. Be OK with pushing yourself.

Imagine what you could do with unlimited resources. How fast can I get to (x)? What would I have to do?

Define the extremes so that when you back off on a crazy goal, you’ve aimed high.

2. Consider creative negotiation

What are the ways you can pay for social? Traditional and weird…

Make LinkedIn groups work for you: Infiltrate, make an offer the administrator can’t (shouldn’t) refuse (ex. offer to buy people’s content), maintain your integrity (hold up your part of the deal).

3. Challenge your “integrity”

What would you do to get more followers, traffic, conversions?

I insist on high-quality posts: At least half blogs have 2 or more contributors, we custom-design posts…

aa8HVD: HIgh-Value Derivative: “Use every part of the animal.” Spin-off of a larger piece of content that takes 1/10 of the time. Have a little fun.

HVD inventor @jordanmca

Slytherins get a bad rap, but they have ambition and resourcefulness and are good. Well-behaved wizards rarely make history. What is “integrity?”

Let’s be BFF’s…Tweet me! @annafsawyer

Marty Weintraub

Marty is going to show us some secret weapons. (He won’t let me liveblog this, so sorry if you couldn’t be here.)






Central Oregon Century 21 is buying “your” brand term on paid YouTube ads. You need to do that too.

As a TV station, you have a LOT of content to post on YouTube.

Master your targeting for YouTube, Google, etc. You HAVE TO be on Google+. Whenever you amplify anything on a social wall, you always get a blended result. Retaining engagement in Google+ is free SEO. Plus Google+ and YouTube have a great relationship. Run fives of dollars a day in Google+ paid posts and you will watch your local search results skyrocket.

To attract especially younger viewers, share the views and opinions of your reporters. Incentivize them to become their own person and have their own voice.

We know content is king, but “usefulness is king,” according to Dale. There are content leaders online (Upworthy, Buzzfeed, Soulpancake) that are shutting down TV.

Do craftsman-level stories on people (chefs, etc.) that are useful–people within the community you’d want to meet. There are cool people in Bend. Cover REALLY interesting stuff–like a ten-series on interesting people. TV news is like being a book publisher–could be out of a job next year.

News organizations are “hyper-local,” bringing out local color. Bend is the birthplace of the SEO industry. Have a channel, for example, just on food activism.

No, not THAT colon search!

Do “colon searches…” KTVZ[keyword]. Hyper-local vanity baiting–ex. people will watch stories featuring their kids over and over. Have a plugged-in Bend tweeter of the month you feature on the news, for example. You can even plug bad words like “sucks” into colon searches.


Salem-Keizer transit. Buzzfeed could do a lot for you. Shorter videos could get on the Today Show.

Play a very local thing with a national issue. Highlight a story of something incredible that happened on a bus in OR. Make it so exciting and awesome and highlight that story. Do some traditional PR of what you come up with.

Make your bus wraps insanely branded. Could you make them sound like ice cream trucks. Do a “zombie crawl.”

Get 1000 G+ followers and run your videos. G+ is MORE important than FB, according to Marty.

Dale is on the opposite spectrum: “I don’t go where people aren’t.” I hardly spend time on G+. I’ve never made money there, but millions on other networks. Ex. “Humans in NY.” Their network is Facebook. Get to G+, but which is making you money. Be very good at FB or G+ and stay there.

If you have large content, turn a 2,000-word article into ten 200-word articles. Companies need to be BOTH content and product companies.

Do articles on controversial topics, how-tos. Create a list to share these with. Create a knowledge gap in your titles–leave a hanging thought. Ex. “How to be debt-free by 30.” “I bet you stereotype people. THIS will make you stop.”

Having an interesting finance blog is super challenging because it’s boring. Dave Ramsey has crushed it.

If you’re not good at content, you’re not going to grow well.

Profile the Bend marketplace, create vertical markets. Target on income range, for example, or home value. You can look at publications they read. DO THE RESEARCH, map out your vertical.

Target specific niches. How can you target these investors more and more niche. It doesn’t dilute your audience, it makes it much more effective. Strong segmentation. It’s worth it to hire people to do FB ads. Knowing how to use it, you can crush it. This is not likely to change because FB is winning.

This is a rich company’s game if you have a consultant. You need an appliance. The FB “boost” function sucks; it’s poorly done. FB is very disorganized, but if you do it right, it could make you rich. Hire an affiliate marketer who’s an ad genius. FB is the future of affiliate marketers. If you drive people in by psychographics, run a Google adwords cookie campaign.

Affiliate marketers are typically found in FB groups. Go to “Affliate Summit.” They’re all young and drive Ferraris.

You’re not going to hire just one marketer anymore; you’re going to hire a team of affiliate marketers.

(Definition: Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.)

The best way to be a thought leader is to lead people’s thinking. Look for things truly newsworthy. Work with an actual PR agency who can call up their media buddies and pitch stories. Hire someone in your niche field.

College debt is the next big thing that’s going to kill this country. It’s a HUGE market for finance.

Make sure your FB is Google searchable. DON’T do separate FB pages for each store that you have. It’s a nightmare. FB just rolled out a service where you can combine pages.

Willamette Dental

“Which TV dentist are you most like?” Show the most grisly dental conditions. Ex. show a view of a golf course that’s half blurred with “See golf again” for glaucoma clinic.

Dentist is something you try to avoid.

Publish YouTube titles for things people are actually searching for. Volunteer in schools and talk about catastrophic dental emergencies and share your social info (real community outreach) so you can serve your audience ahead of time–when accidents happen, they will know to call you.

Play on honesty. Dentists appear almost like car salesmen. “My dentist wanted a color TV.”


Marketing bend orKelly Walker is Creative Director for Intrepid Marketing, a leading Bend, Oregon marketing agency. For more information, contact Kelly at: (541) 419-9976 or



The Best Talent Is Bringing Out the Talent In Others – Bruce Kasanoff

October 13th, 2014
Bruce Kasanoff Bend Web Cam 2014

Bruce’s Credo

From Mike King’s dynamic (but not rapping) talk about Demystifying Marketing Automation to Dr. Carmen Simon’s insightful and thought provoking melding of brain science and marketing, it was an eye-opening day with a lovely last presentation by Bruce Kasanoff. Bruce wrapped up the day with kind words on bringing out the best in others while living your own life authentically.

Bruce is a ghost writer for executives, entrepreneurs and professionals and has over 175,000 followers on LinkedIn. His titles include “How To Save the World in Your Spare Time”, “How to Self-Promote Without Being a Jerk” and “Smart Customers, Stupid Companies”. He also teaches skiing, rides a mountain bike and spends time with his family and three rescue dogs in his home of Westport, Connecticut. No, not Bend, Oregon.

In tune with Walter Isaacson’s latest book, The Innovators, Kasanoff argues that geniuses do not do it alone and that behind every genius mastery in collaboration and teamwork with others that drove the computer revolution.

Kasanoff suggests that we all have a clear, concise sentence or “mantra” of how we live our lives and do our work. This sentence needs to be a principle that is simple enough that you can remember it. This is your credo that will seep into all of your work.

Kasanoff’s “sentence” is:

Be generous and expert, trustworthy and clear, open-minded and adaptable, persistent and present.

And use this credo to bring out talent in other people.

If you can remember sentence or word, you can live by it. You live by principle that you can’t remember. Use this to bring out talent in other people.

Be Generous

  1. “Help this person” – these are the first three words that you should do when interacting with someone. Now, this doesn’t mean go to extremes in that exact moment, but it does mean to bring this attitude to all of your relationships, connections and interaction. Unfortunately, this is not the attitude that is present in most workplace situations or meetings. This very act, even for a mere 20 seconds will change the way people view you.
  2. Put kindness 1st on your to-do list. Every single day. Kasanoff chooses to put kindness as his first task of every day to set the stage for the rest of his day.
  3. Praise effort, not talent. If you work in a results-driven environment, people only get praise when they deliver results. This can be tiring and hard on people.

Be An Expert

  1. Do what you do best. When you are starting out, you have to get good at something. How do you get to the next level? You do a really good job at a really boring task, but that is how you can help people. By excelling at one thing, you will learn to excel at others.
  2. Open doors for others. Most opportunities come through weak connections – not strong connections. Anytime you have the opportunity to open the door for someone – do it. It is a small and easy thing to do.
  3. Don’t act superior. Just because you know something that someone else doesn’t or you have mastery and they don’t yet have, resist the tendency to be superior. Don’t be the CEO who wrote the article about taking the intern to lunch, only to expound upon all of his sage advice. Just because you happen to be old, doesn’t mean you are better than others.

Be Trustworthy

  1. And prove it in tough times. Anyone can be trustworthy when everything goes well, but you should strive to be trustworthy even when things are not going so well.
  2. Be trustworthy even when you are surprised.
  3. Be authentic. The most attractive quality a person can have is to be comfortable in his or her own skin. Being authentic even if it seems vulnerable is important. Kasanoff used the example that he would much rather hear someone say that they really didn’t understand something he wrote rather than blanket praises that are not authentic.

Be Clear

  1. Simplify as much as possible. The more you simplify and the more you help people simplify is a great way to be more clear. Focus on what exactly you want to do, and get rid of the extra stuff.
  2. Don’t use information as power. One person is not more powerful than another person just because they have more information. Kasanoff used the example of a sales person not adding their contacts into their company’s CRM system because they do not want to lose the power of having those contacts to themselves.
  3. Time your words. Give feedback at the appropriate time! There is a time to say things to people and not say things to people.

Be Open Minded

  1. Celebrate the differences between people, not the similarities! The old way of doing things was to put a bunch of similar, like minded people together to work on things. We need to celebrate and look for these differences.
  2. Look past your own biases. We are not open-minded. We all have our unique biases that we bring to every situation and every memory. For example, if each of us wrote down what happened today, everyone would have a different story.
  3. Accept people for who they are. We are made up of all the different people we know. We perceive ourselves as so independent, but we are more like the sum of a bunch of parts—experiences, connections and relationships with others.

Be Adaptable

  1. Foster a growth mindset in others (rather than a fixed mindset). A fixed mindset says, “I’m good at math. I’m bad at English.” A growth mindset says, “If I work hard enough at something, I can get better at it.”
  2. Help others pivot. The most successful companies pivot, sometimes a lot. When you get to a certain point, you need to pivot. This is okay. You should be able to help other people pivot.
  3. Bring diverse folks together. The more we can bring diverse people together, the less stuck we will get. You need different personalities and skills to make a strong, complete project. The problem is that we tend to segregate into certain groups. Resist this tendency!

Be Persistent

  1. Dreams and fears are neighbors. Whoa. (I heard a collective sigh from the audience when this came out.) What you are most terrified of and what you want most in the world live in the same place! You need to go for what you want and help people go for what they want.
  2. Find the best in others. The best teacher has the ability to find the best in others.
  3. It’s not where you get in life. It’s how you live your life. We have such a tendency to be self-focused. How do I make more money? How do I achieve more? Your life is about how you live it, not what you get. What really matters is what kind of person you are. Take the rocking chair test. When you are 80 years old and sitting in your rocking chair, will you be happy with the decisions that you made?

Be Present

  1. Set your thoughts aside. It is the ability to detach that lets great things happen in our lives. To be present with other people is to pay attention to what they say. Kasanoff used the example of when Clinton was the president, everyone said that when they talked to him, it is like they are they only person in the room. He had the ability to focus on that one person. That is an unbelievable power to listen.
  2. Gain pleasure through connection. Again, we are all the sum of our experiences, connections and relationships.

And the last, final and perhaps most difficult piece of advice:

The REAL secret of helping other people – Don’t take the credit. If you can abandon the need to constantly take credit, you can do amazing things.

Take a few ideas and put them to use. We are all different and we all need some words to frame how we live our lives. Find your theme, your credo and help others be their best.

Stellar artwork found on Kasanoff’s presentation and on his website, done by Ben Heine:

Visit Kasanoff at



About this blogger: Katy Bryce is a writer and communications consultant who believes the careful arrangement of words can tell a compelling story or inspire the reader to take action. She’s based in Bend, but is most happy traveling to exotic locales.

What Does It Really Take To Create a Memorable Presentation?

October 13th, 2014

Dr. Carmen Simon, Co-Founder of Rexi Media, is a cognitive scientist with a healthy addiction to understanding the human psyche. Carmen has two doctorate degrees, one in instructional technology and one in cognitive psychology, and specializes in neuroscience.

First things first, did you know that audiences forget 90% of what you present?  This is proven. No matter if you include photos instead of text in your presentation, the audience only remembers 10%. Is it the right 10%? When we don’t ask we leave it to chance. What would YOU like people to remember?

Carmen Simon at Bend WebCAM

Carmen Simon shares the keys to a memorable presentation

A good presentation is one that stays on the mind of participants. When we ask people to remember things they will more likely act on it. We act on what we remember. The only time you want to make a presentation is when you want people to change behavior. Rexi means to direct or guide in Latin. When you guide people towards what counts that’s what will get people to change behavior.




Before you do anything, ask yourself this: What would you like the audience to remember?

Make it clear. If it’s clear to you it will be more clear to them.

What is the 10% message? A great example can be found In Defense of Food, the book by Michael Pollan.

In this book, the three supporting points include:

  • Eat food
  • Not too much
  • Mainly plants

What is your 10%? Is it prioritized in your presentation?

Mistakes often made in presentations include:

  1. Lack of Repeatability – Can your audience say back to you what you said? Why? People tend to validate what comes to mind easily. This is called the Availability Bias.
  2. No Regard for Working Memory – Sensory information is lost in a fraction of a section. Often we look but we do not see. We don’t like sacrificing new content in favor of old content.  Working memory only lasts for 40 seconds.
  3. No regard for Place Memory – We have evolved in a way that we store place memory. We have a vast amount for memory storage for things that don’t move. This is the Same for your audience so that things around it do not move.

To ensure that the intended 10% of your message is remembered, remember that the brain has been designed to look for patterns. If we can detect them we can we can do less work.


The Brain Often equates Consistency with Credibility. Which messages have you started to trust over time? Memorable messages are Repeatable, Reinforcing and Consistent.


Brain can be in mind-wandering mode or stay-on-task mode.We tend to be more creative in mind-wandering mode, its why naps are restorative and vacations feel great.  It takes over what is called default mode network.

Stay On Task Mode – Higher Thinking skills are activated when working on reports, navigating cities. It is known as the Central Executive.

How Often Does the Mind Wander? 47% of the time. Audiences aren’t there half of the time. Your brain will come out of a conversation every 12 – 15 seconds.

How Attention Works/Attention Filter. People pay attention to that which changes. The brain detects change, not constancy.

Use Change to Draw Attention.

The brain is capable of sustained information.

  1. Reinforce 10%
  2. Change from facts to stories
  3. Change from slides to demos

If presentation is predictable, people will checkout. Consider using change strategically in your presentations.

Change the stimulus to get attention.

From                    To

Text                      Graphics

Formal                 Informal

Slides                    Videos

monologue           Dialogue

facts                       Stories

complexity           simplicity



What constitutes something memorable? The untrained brain has a poor filing system. Memory is Unreliable. Reconstruction of memory is not always a perfect act.What leads to the best remembered experiences? Distinctiveness and Emotion.


How Decision Works. We decide based on 2 cognitive systems.

System 1. Hot, impulsive, fast, automatic. This system is fairly rigid

System 2: Cold Cognition, slow deliberate, effortful and conscious. Capable of changing priorities in light of new information.

A good presentation engages the audience through Attention, Memory and Decision to ensure that the intended 10% of your is memorable.  Can you control the 10% that is remembered? In doing so, you can create change and invite people to seek their higher Social Purpose.