Adventure Sports Culture

Posts by: Joe


Search Engine People: A Catch Up

Over the past few months I penned a couple articles for a great digital marketing blog called Search Engine People. I thought it about time I shared them over here, just in case anybody stumbling through the dark, slimy alleys of the internet happens across them here first.   The Real Cost Of Adwords The first article – The Real Cost Of Adwords – Six Calculation You Need to Know looks at some of the most important metrics when it comes to better understanding the way your business uses Google Adwords. I penned this one because I felt that despite Adwords working most of these calculations out for you it is still very important to understand the basic maths behind the automated results you see. Here’s a little extract from the piece, click the link at the bottom of you want to check out the full article: Adwords is every marketer’s dream. It provides metrics, graphs and stats for every eventuality. There are, in fact, so many metrics available the mountain of data produced can be a little overwhelming. Unfortunately this all singing all dancing approach to analytics has created complacency when it comes to comprehension of the resulting statistics. Below there are 10 simple formulas that will help you understand how Adwords costs are calculated and measured: READ THE REST…   Curating A Successful Social Photography Competition The 2nd article took a close look at how to manage a successful social media photography competition. The article examines the companies who provide the best platforms for running competitions, tips for analysing your results and some more general pointers to get you moving in the right direction. Having recently curated a brand new photography competition for Lowe Alpine I thought it would be fun to share some of the tip and tricks I picked...

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The Resurrection Of The Blog – Who Survived The Great Cull of ‘08

In  2008 tech luminaries such as Wired Magazine began posting articles proclaiming the death of the blog. The gargantuan Huff Post and Buzz Feed were just beginning their infamous rise to power and the rhetoric at the time was deeply rooted in negativity; nobody could quite fathom how smaller blogs might compete with the new, all powerful ‘super’ blogs taking over the blogosphere.   Fast-forward 7 years, it’s 2013: The year Google Reader finally died and the last person in the universe decided called it a day completely with RSS feeds. The Huff Post, Buzz Feed and Mashable  sit proudly at the top of Technorati most popular blogs  (as they have done for years) and nobody (it seams) is even that bothered about reading online anymore.   Glancing at the evidence, you could be forgiven for assuming that Wired, and the rest of the doomsayers of 2008 were 100% right.  But it is my opinion that those commentators that donned the proverbial sandwich boards and emblazed them with ‘The End Is Neigh’ slogans where guilty of the same trap that so many other technology futurists have fallen foul of over the years; the misassumption that subtle changes and diversifications in the consumption of technology will not have profound effects on the way people digest media.   Users have a crafty and clever way of repurposing technologies, changing their uses and consequently the very ideals that underpin them. Blogging pre 2008 was revolutionary in nature; it was a one-finger salute to the old-world publishing community. It was a powerful new platform from which censorship and editorial decision-making were rubbished and castaway. There was vigorous desire just to create, something, anything, as long as it was different to that that came before!   In 2013 the blogging revolution is a distant...

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Yoast Post Penguin 2.0 – Long-Tail Keyword Issues

If you own a WordPress blog or have a website that is powered by WordPress, you will no doubt have come across the Yoast SEO plugin. If you use the plugin regularly to optimise blog posts you too may have considered that it’s relevance and effectiveness could be waning after the Google Penguin algorithm update. I have used Yoast as my go-to SEO plugin for a number of years and generally, I have been very happy with its effectiveness. It is functional, easy to use and in it’s latest incarnation covers pretty much every thing you need to get your onsite SEO up to scratch. The dashboard features an impressive array of tools including XML site-maps, title and meta presets, advanced perma-link functions and some great social features. All of which are very useful in structuring your website/blog into a coherent, easily crawled and efficient domain. The plugin also offers some in-post tools for optimising your blogs and pages. It is this area of the plugin’s functionality that concerns me after the Google Penguin and Panda updates over the last few years. Yoast’s on-page optimisation system revolves around picking a focus keyword and then optimising the relevant title, slug, meta-data and content in accordance with that choice. Once this is done the page is then analysed to check that the keyword appears in all of the above areas and in the ‘correct’ density. Now, don’t get me wrong it’s not that I don’t understand the importance of keywords appearing in the title, slug, meta etc. I just don’t think there is enough flexibility in the Yoast plugin to accommodate the needs of most of today’s bloggers and web masters. Currently in the UK, over 50% of all searches are over 2 words or above.  This means that If you...

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Video Content Inspiration #2

Making entertaining and engaging video content is one of the hardest parts of being successful at online marketing. Ignore its potency at your peril! If you are small business, start-up or somebody trying to get your voice heard online then you need to think about video as the most important medium for getting your message out there. Unfortunately, video is one of the hardest content mediums to nail.  Not only can costs spiral out of control very quickly but unless you are careful in the planning stages you can end up with something that nobody is interested in watching or sharing. Good ideas are the key to great online video content, not money, ideas.. In this section of When Blue Dogs Smile I dig around for the best video content on the web, so you don’t have to. Some of the featured video might be big budget some might be very small, but the theme that will always prevail is the strength of the idea. Find the inspiration for you next video right here…   Redbull: Danny MacAskill’s Imaginate   Redbull understand online marketing better than most. It is thanks to videos like this that they dominate the energy drink market and retain one of the most powerful brands in the world. In this latest video offering from Redbull the world’s best trial biker, Danny Macaskill, gives us a sneaky peak into what goes on inside his crazy, creative completely bonkers mind! By making a very ambitious (and expensive) extreme sports film, then releasing it for free online, Redbull have again proven that they understand how to leverage their sports heroes to create the best viral video content the web has to offer.   GEICO: Hump Day Camel Commercial   Here is proof that the traditional 30-second ad slot...

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Food For Thought #1 – Staying On-Trend With Digital Marketing

This is a new feature for the blog. I am hoping it will act as a sounding board for some of my more controversial, personal opinions about the current state of play in digital marketing. I have a problem with the term ‘on-trend’. I find the phrase repulsive, a direct assault on my sense of value. A killer of individualism and a destroyer of self expression, It encapsulates everything that I despise about online culture and I when I hear it spoken I want to weep tears of acid into the perpetrator’s mouth. I know this might read like the start to the most boring Vice Magazine article ever commissioned, and might well turn out to be just that yet. But this subject fuels an internal battle between the analytical and creative sides of my brain. It’s a problem that produces a considerable amount of negative emotion in my work and consequently needs to be fixed – quick sharp. This article will be, in the first instance, a place to attempt a reconciliation of the subjects of trend, individualism and marketing. I also hope to generate some discussion about the subject from other marketers; so please, let me know in the comments if you have an opinion on the matter?   Why the idea of on-trend marketing makes me squirm? I think the real reason that terms like on-trend and right-trend really make me feel uncomfortable is they challenge my notion of individualism. Although countless sources of research could no doubt be levied to contradict this point I think it is reasonable to say that most people nurture some notion of individualism, of being unique, different from everybody else. I believe it is this sense of pride in individuality that conflicts with using trends to influence customer behaviour. I have...

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Make Your Content Shareable In 5 Easy Steps

1.  React To Current Trends Create a piece of content that reacts to a current media trend. Use Google Trends to find out what people are searching for and hijack it for use on your own blog or social media channel. People love to use social media to prove they are abreast with current affairs. Chose a hot news topic and give it a spin to fall in line with your brand message. I Did this recently when I wrote about the effect of the NSA spying scandal on online privacy. More famously, Paddy Powers made a great advert that celebrated the retirement of Alex Ferguson from Manchester United and the death of Margaret Thatcher. Their ‘Some scouser has one wish left’ billboard generated an inordinate amount social sharing in the week after both news stories broke.     2. Be Disruptive This one can be very difficult to get right and used inappropriately could easily lead to an online brand meltdown. Try to stay clear of powerful subjects like death, race, religion or sexulaity unless you really know what you are doing. KitchenAid made one of the greatest Twitter ‘faux pas’ of 2012 when they posted this following the death of President Obama’s grandma.    Obamas gma even knew it was going 2 b bad! She died 3 days b4 he became president. #nbcpolitics Grey Poupon (an american mustard brand) created a fantastic social media campaign that promoted their mustard as an exclusive, premium condiment enjoyed by the social elite. They created a Facebook application that screened prospective members of their ‘Society Of Good Taste’ group by checking their spelling, use of grammar, taste in art and restaurant check-ins on their Facebook profile. Although a little risky, they kept the feel of the whole campaign very tongue-in-cheek, in the end...

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Online Privacy Dies, Who Is To Blame?

Last week, amidst confusion and anonymity, The Guardian Newspaper released a series of top-secret presentation slides referring to a previously unknown computer program run by the NSA. This program, designed to bypass online privacy laws, has gained access to private and personal data held by many of the major web companies since 2007 – it is called Prism. Effectively, this program is able to snoop through emails, search data and all other digital communications without first requisitioning it via court order. It would seem that the American government has completely abandoned any respect for the privacy laws of its constitution and the offending internet companies have disregarded their own privacy policies, in favour of becoming NSA pets. Alleviating privacy concerns is a primary mission for all of the web’s major players. Yet this privacy scandal is far bigger than Google, Facebook or any of the other offending parties have ever dealt with before. It cuts to the very core of people’s online privacy concerns. Is This The End Of Online Privacy As We Know It? Out of the 41 top-secret slides handed to The Guardian by Edward Snowden, 5 have now been released. After the initial 4 slides were published on Thursday, another was released on Saturday. This supported some of the evidence levied against the government and the internet giants involved.     What The Slide Says Data is collected directly from the servers of the following companies: Microsoft, Google, Facebook, PalTalk, AOL, Skype, YouTube and Apple. There is further private data mined via access to fiber cables – the infrastructure of the internet. The NSA are using both of these resources simultaneously to mine data from online communications. In the initial instance this looks like pretty damning evidence that proves that the these internet companies are allowing...

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Infographic: Google Vs Facebook -The PPC wars

Can Facebook ever match up to Google as a platform for effective digital advertising? Google’s Adwords platform is the stand-alone champion of PPC advertising, it’s powerhouse status is unrivaled. Facebook have made inroads into PPC advertising over the last few years, but with limited success. They quickly rose to the number 2 spot in terms of advertising revenue, but they have failed to come anywhere near to challenging Google for the top spot. PPC (pay-per-click) advertising works for Google because people browsing the search engine are quite often already looking for products or services that are being advertised. On Facebook things are a little different, the majority of people are predominantly communicating with friends and sharing information. Although they may be interacting with brands as well, they are not generally looking to make purchases. Can Facebook overcome this dilemma, or should they be looking to monetize another area of their service in order to build a successful revenue model?   Google Vs Facebook PPC AD WARS 2012 | Create infographics   photo credit: ottonassar via photopin cc  

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3 Ways Your Business Should Be Using SoLoMo To Generate Revenue

Firstly, what the hell is SoLoMo? SoLoMo sounds like something a ‘txt msg’ lingo savvy friend might write to indicate that your recent attempt at humour was below usual standards. Fortunately, for those of us who can’t help but cringe at the text messaging lingo franca, this isn’t the case. We have the venture capitalist John Doerr to thank for this partuicular addition to the digital marketing vocabulary. Simply put, SoLoMo stands for Social, Local, Mobile. More specifically, it denotes the relationship between users of smartphones and tablets [mobile],  the GPS enabled positioning that these devices have and how search engines are using this data [local], and the social media conversations that these users are involved in whilst on the move [Social]. SoLoMo is a digital marketing trend that gives boutique local businesses the chance to compete with huge corporations in online search. Think about it like this, if you can provide a potential customer with relevant content, specific to their location, you can beat the web giants and score a lead before they even get a sniff at it.   I’m confused, I need an example.. Lets say you own a shop that sells tea and you are based in Leeds, UK. A visitor to the city wants to buy a present for their friend but they don’t know where to start. While browsing their Facebook feed (on their mobile) they come across a post from said friend claiming they’ve just had a cup of X tea, and it’s the best tea they’ve ever tasted. The visitor quickly jumps over to their mobile browser and searches for ‘X tea Leeds shop’.   What can you do to make sure you are using SoLoMo marketing to full effect? 1.Be Social Smartphone users spend a huge proportion of their online mobile time...

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Video Content Ideas #1

Maybe you are looking for ideas that will send your next video viral, or maybe you just want to watch some great videos from across the web? Either way, check out my top 5 online videos from the past week here:    FOMO Horror Movie What are your Facebook friends doing while you sit at home alone on a Saturday night? College Humour create a great piece of video content that satirises the ‘Fomo’ [Fear Of Missing Out] effect with hilarious results. Nabil Goes In Upshot TV and Nabil provide us with a powerful response to the Woolwich murder. Evian – Baby and Me Evian proving once again that the combination of good humour and dancing babies will always equal mountains of Youtube hits and shares. Laughter: Serious Business Eric Tsytsylin delivers a short lecture for Stanford Business about the powerful effect laughter can have on our productivity. Coffee: The Greatest Addiction Ever CP Grey give us a [slightly biased] explanation about why coffee is the greatest drink on the planet.

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