Save the Troy Library “Adventures In Reverse Psychology” [Video]

The city of Troy, Michigan was facing a budget shortfall, and was considering closing the Troy Public Library for lack of funds. Even though the necessary revenues could be raised through a miniscule tax increase, powerful anti-tax groups in the area were organized against it. A vote was scheduled amongst the city's residents, to shut the library or accept the tax increase, and Leo Burnett Detroit decided to support the library by creating a reverse psychology campaign. Yard signs began appearing that read: "Vote to Close Troy Library on August 2nd – Book Burning Party on August 5th." No one wants to be a part of a town that burns books, and the outraged citizens of Troy pushed back against the "idiotic book burners" and ultimately supported the tax increase, thus ensuring the library's survival.

Blog tip #13: watch your bounce rate

Bounce rate is a measurement that is used to see how many people come to your site and “bounce” off of it before going to any other page on your site.

A high bounce rate usually means one of two things:

1. People are visiting your blog looking for information and they are not finding it.

2. People are visiting your blog, finding the information they need, but do not feel compelled to look any further into what your blog has to offer.

Using Google Analytics you can see the bounce rate depicted as a percentage – the higher the percentage of the bounce rate, the more people that are visiting your site but leaving before clicking through to other pages. So a bounce rate of 90% is a bad thing, while a bounce rate of 25% is a very good thing.

A general rule of thumb is that a bounce rate of around 70% for a blog that is putting out daily news content is pretty good, while a site offering a deeper level of information should be aiming for a bounce rate of around 40 to 50%.

One of the best and easiest to lower your bounce rate is to add a plug in to your blog called “related articles” – a function that will add content to the sidebar that is related the blog currently up on the screen.

The best example of this design is the BBC website (see my red arrows):

So when people come to the BBC to see the latest news on Wimbledon, down the right side column is a whole list of links to other news related to Wimbledon and interesting related information.

There are other ways to reduce bounce rate and many of the tactics will be outlined throughout my 50 Simple Tips to Better Blogging series.

Blogging tip #11: Take a Stand

Like in traditional media formats, controversy sells and you need to look know further than someone like  shock jock radio host Rush Limbaugh who has built an empire on this idea.

While you don’t have to be nearly as over-the-top as someone like Limbaugh, you can attract new traffic by blogging about your position on an issue related to your business.

You will also see a lot of return visits because when you take a position in a blog post, you increase the liklihood that others will add their own two cents in the comment section and check back to see if you or others have responded. On that note, I recommend that if comments do begin to appear that you engage with the commenters – especially if you are just starting out as a blogger.

All over the internet there are these longstanding epic “flame wars” or heated comment section arguments that have been going on for years logging thousands of comments still to this day. All because the writer took a stand like, “Why I love my Blackberry and hate the iPhone” or ‘Why the Washington Redskins Stink.”

Taking a stand can be tricky though and it is important that you remain respectful and get your facts right. Past that, go for it.

Taking a stand is a great way to show your thought leadership and expertise and it can also engage a very large audience in an interesting conversation.

Written by Kevin Grandia

[This is part of an ongoing series of articles on 50 Simple Tips to Better Blogging and you can check out all the previous tips there]

Blogging tip #8: Paragraph Breaks

As one of the biggest grammar geeks on the planet (my 3rd favorite book is Eats, Shoots & Leaves), this next tip was actually really hard to follow when I first started writing on blogs, but it is an important one and I have seen very interesting blog posts completely fail because the author ignored this tip.

The internet is a fast-paced place where people will hit Google in one second, type a search phrase and then bounce from search result to search result in a matter of seconds, doing a lightening quick eye scan to see if the article is useful or interesting.

While there is no hard rule for where a paragraph should break, the most common definition is that a paragraph break comes after you have completed a single thought. That could take one sentence or it could take ten, but typically it will take at least three or four sentences.  The problem is that three or four sentences can create a very large and imposing block of text that is not well suited to the quick to come, quick to scan and quick to leave web user. As you can see in this paragraph I have written right now, a few sentences can quickly become a large blob of text.

So the tip is simple: throw out the idea of a paragraph when writing a blog post and shape your writing in a way that makes it easy to scan and see what the main points of your blog post are.

Forget the idea that you must break the paragraph at the end of a complete thought and write for usability and visibility.

Written by Kevin Grandia

[This is part of an ongoing series of articles on 50 Simple Tips to Better Blogging and you can check out all the previous tips there]

Blogging tip #10: Hyperlinking on Keywords

This is one of the most important tips I can give you for better blogging. So put down your iPhone for a minute and pay attention!

A Google search for the phrase “click here” reports back a whopping 1.2 BILLION results. Quite the popularity for an almost completely useless search term.

The thing about Google (and I will write about this a lot more in this blog tips series) is that Google has a lot of trouble understanding meaning of words and instead relies a lot more on the code you use around the words you write in a blog post. Through this code analysis Google can figure out what your blog post is all about.

One of the most important pieces of code Google looks for is the words and phrases that contain a hyperlink.

Hyperlink  code looks like this: <a href=”www.thewebsite.com”>The words you are hyperlinking to</a> and Google makes the assumption that the words and phrases you put hyperlinks on are more important and relevant to the article than other words.

So this tip is a simple one: put your hyperlinks over words and phrases related to your blog post instead of phrases like “click here” or “read more here” etc. So for instance, if you have a report you want to highlight and people to download, put the link to the report over the title instead of over a phrase like “download the report here.” It would look something like this instead:

Download a copy of the entire report here: The Most Interesting Thing You Will Ever Read in Your Life

Written by Kevin Grandia

[This is part of an ongoing series of articles on 50 Simple Tips to Better Blogging]

Previous tips in this series:

Blogging Tip #1: Write a ongoing blog series

Blogging Tip #2: Cross-Posting

Blogging Tip #3: When you get it wrong, eat big and fast

Blogging Tip #4:  Write like you have a million readers

Blogging Tip #5: Try Video, it’s King

Blogging Tip #6: Beware of Epic Server Fail

Blogging Tip #7: Link karma

Blogging tip #8: Paragraph Breaks

Blogging tip #9: Meme tracking

Blogging tip #9: Meme tracking

An “internet meme” is defined as something that spreads quickly on the internet.

Normally a meme will take the form of celebrity gossip, a funny new video/image, big sports news, tech news or a breaking disaster story. With social media channels like Twitter, Facebook, Digg and Reddit, the speed with which these memes are shared is greatly enhanced.

These memes come and go in a matter of hours on the internet, with millions of people paying attention one minute, then quickly moving on to the next meme.

So while the world of internet memes is full of bald Britney Spears, Justin Bieber news and the lastest iPhone gossip, there is also a lot of opportunity to try and jump on a meme and write a blog post that relates in some way to it. The best way to do this is to find a meme that you think you can add further information or context to.

So if you’re a hair product company and Justin Bieber’s new hairstyle is going nuts on Twitter, do a post on the “ten things you can do to make your hair Bieber-licious.”

It takes a bit of creativity to jump on these memes, but if it is done right and you are in fact adding to the conversation the pay-off in additional targeted traffic to your website can be huge.

Here’s a few ways you can track internet memes:

Google Trends Hot Searches – updated every hour this site shows you the 20 hottest searches currently on Google.

Tweetmeme – following the most recent “retweeted” posts on Twitter.

Yahoo Buzz – ranks what the world is searching for on Yahoo at any given time.

Written by Kevin Grandia

[This is part of an ongoing series of articles on 50 Simple Tips to Better Blogging and you can check out all the previous tips there]

Blogging Tip #7: Link Karma

Links are the commerce of the blog-o-sphere.

Links are important if you want your blog to gain higher prominence in search engine rankings, which will in turn drive more targeted traffic to your website.

And links from very high-trafficked blogs, like the Huffington Post or Boing Boing, have the potential to send a crushing amount of traffic to your site in a short time and also help establish your reputation as a legitimate source of information. Links from big sites like this are also seen very favorably in search engine algorithms.

One of the best ways I have found to gain links is to be very giving when it comes to the links you put on your own blog to other blogs and websites. I (and many others) call it “link karma” in that the more links you give, the more you are likely to get links in return. I come across blogs all the time that only link back to their own previous posts, which tells me a few things about the blogger, namely that they are not likely to link to me if I link to them and that they really think their blog is the only source of information worthy of referring to on the entire internet.

Remember, a blog is a social media outlet and whether its in real-life or online, being social means referring to the work of others in conversation, not just talking constantly about yourself.

Written by Kevin Grandia

[This is part of an ongoing series of articles on 50 Simple Tips to Better Blogging and you can check out all the previous tips there]

Blogging Tip #6: Beware of Epic Server Fail

Written by Kevin Grandia

Did your mom ever warn you to “watch out what you wish for, because you might just get it”?

If she did, she was unknowingly a social media marketing genius, because your mom’s warning speaks to a big issue that I see time and time again. To see it in action go to the homepage of Digg.com right now,  click on any of the stories in the “popular” section and see what happens.  When I did, a couple of the stories kicked back and error code or a “this server has timed out” message.

The reas0n these webpages are not going to the story is because being on the front page of Digg.com and many of the other social media news sites, blogs and forums can send a crushing amount of traffic in a very short amount of time. Here’s what that can look like, I took this from a recent traffic spike we had on one of the sites we manage, EnergyBoom. com when a story went on the homepage of Reddit.com:

If we were not prepared, that spike (sending about 100 pageviews a second at one point) would have completely crashed our servers and all that work that had gone into writing a compelling story would have been a complete waste of time.

A lot of hours can go into creating that perfect “viral” video or blog post and when it pops you want to be sure your servers have the capability to handle the surge in traffic.

Here’s a couple of tips that should take care of this issue:

1. I would suggest that if you are building out a project that could result in a crush of traffic that you ask your web designers if they have hosting capabilities as well as the capacity to handle a large surge in traffic – nowadays with the cost of storage and broadband being so cheap, many web designers do have this capacity. It is better to have your own web team handle your server needs because they are very accessible and you can phone them (if they are good at what they do) anytime you want when you have server capacity issues. You can also discuss with them ahead of time when you think they need to prepare for a ton of traffic.

2. If you do not have a designer that offers this, then I would look for a third-party service provider that offers server space on the “Amazon Cloud.” You don’t need to know much about the cloud other than that it is a service that can host your website and as your traffic grows (i.e. when your site is going viral on Twitter), your capacity to handle that traffic grows with it – this is why the Amazon cloud is also called the “elastic cloud.”

[This is part of an ongoing series of articles on 50 Simple Tips to Better Blogging and you can check out all the previous tips there]

Monday’s Social Media Caffeine Buzz

Here’s what’s hot in social media and online marketing that has us buzzing here at Hoggan this week.

How to use government website information to create sticky linkbait
This is a great column on Search Engine Land about driving valuable traffic that stays on your website by providing government information related to your service and/or product. It is something we do on our blogs and a recommended strategy for our clients. This article has some interesting polling data by Pew to back up this tactic.

Yahoo acquired location-based social network
The battle continues to heat up around location-based social networking channels, with Yahoo buying an Indonesian network called Korpol. This is a sector we’re watching very closely as it continues to grow with the most popular location-based networks in North America being Gowalla and Foursquare.

Design entry pages, not homepages
This article nails it. With the way people share links (i.e. twitter),  seek information (i.e. Google) and filter the information they receive (i.e. RSS feeds), there is less and less traffic visiting your homepage in comparison to the individuals sub-pages on your website.  This is a very important shift that is happening and will have many people reconsidering the traditional models of web design and information architecture.

Murdoch’s next step: hiding the UK Times articles from search engines
I wish Murdoch all the luck in the world with this idea and I am sure he’s thought through the idea that information in the form of news has become a very cheap commodity online. Maybe he has a trick up his sleeve?

Wendy’s frosty gets a social media infusion
Good on Wendy’s, this looks like a very comprehensive summer social media marketing program. Lots of ideas here for any business wondering how social media can be used to promote their product or service.

(p.s. I know this “monday” buzz is coming out on Tuesday, but it was a long weekend here in Canada)