Just last week, I had the pleasure of keynoting the fabulous eMetrics Conference in San Jose. While there I had a chance to sit down with my good friends Jim Sterne and Avinash Kaushik to discuss Jim’s latest book Social Media Metrics: How to Measure and Optimize Your Marketing Investment. If you are doing anything in social media, planning on it (and if not why not) then you should get a copy right away. Take 8 minutes and watch the interview below, there are some juicy nuggets in there.

Click here to view the embedded video.

MarketMotive, which offers internet marketing courses online  is allowing each of the faculty to give away one scholarship to it’s certification courses valued at $3500 for the upcoming April 15th semester.  Certification courses include SEO, PPC, Conversion Optimization, Social Media, Online PR, Internet Marketing Fundamentals, and Web Analytics. Our faculty believe in giving back to the community, so in order to give something away as valuable as a certification, we believe someone else should benefit too.

And that is the small catch.

If you would like to win a scholarship to the topic of your choice, pick one charity web site of your choice and submit a [YOUR TOPIC] plan that helps improve the [social media, web presence, measurability or conversion etc.] for the charity. You can choose to publish it on your website and let us know about it, email to us, send it to us as smoke signals, etc.

I will publish the top 3 submissions to the conversion category and together with my readers we’ll pick the scholarship winner by April 5th. We’ll be giving away a second prize as well. Our other faculty members will pick the winners in their respective topics. At the end, the winner gets a certification, each submission would have helped a charity and I will gladly link to each submission published on a blog.

Have any questions? Just ask below.

Rules:  Submitting a plan means contestants agree that their plan may be be posted (with attribution) and/or sent to the charity.  Plans may be edited before being posted at blog owner’s discretion.  Winning plan (s)will be selected at the discretion of MarketMotive faculty chairs.

P.S. If you are planning to be at SES NY, make sure and come say hello to us there.

In the space of a few weeks I’ve had my material “ripped off” twice. One instance was OK by me, but one instance was not. The differences open up important questions at the forefront of the new rules involving content, sharing, social media, and copyrights.

Today, ideas spread quickly. Volumes of great information are shared through Webinars, e-books, and social media tools like Twitter, Facebook, and SlideShare. Tracing an idea, insight, or fact back to its original source can be challenging. This is an even bigger issue when these exchanges are occurring among marketing professionals, especially because creating and sharing content has become practically the go-to strategy for driving business and lead generations for many companies. Take creative professionals who make their living from their ideas and content, give them an incentive to share that content openly, and you have a near perfect environment for undue influence and sticky copyright issues.

Like me, I’m sure you have your sphere of influencers. I’ve been fortunate to surround myself with people much smarter than me to nourish my brain. Being influenced by others is a good thing and it’s the reason my peers and I have been sharing our thoughts through (in my case) 300+ columns like these, presentations, and countless conversations. So far, the benefits have far outweighed any dangers or concerns. But as I mentioned, recent events have got me pondering the best ways to manage my future content sharing strategies.

The first instance happened when a student of mine asked me what I thought of their brainstorming session for banner ad ideas. When I saw the list, I asked my student if they were aware of where these ideas came from – or what influenced their ideas. As soon as I asked, they were embarrassed because it was a collection of disjointed ideas grabbed from past and future presentations and concepts I had written about in past columns and had shared with them in conversations we’d had together.

My students felt as though they’d ripped me off and I assured them that they hadn’t. What they had done is something our brains do naturally as we take in, process, and assimilate ideas. I shared with them this fabulous video of Derren Brown and his use of “Subliminal Advertising” to influence the kind of logo and branding advertising execs would come up with for a business he was starting. By manipulating barely conscious cues he provided ad execs, he predicted precisely the kind of logo they came up with. As soon as my students watched the video, they understood how their assembly of my ideas was unconsciously done and felt better about the situation. In turn, I explained how flattered I was, as my goal for the last decade has been to inspire others by sharing my ideas.

Influence Gone Bad

The next instance was not as comfortable for either me or a friend who I “influenced.” Here’s what occurred: This friend shared a presentation on March 1 titled, “15 Secrets of High Converting Websites.” (Follow along and you’ll see why the presentation has since been removed.)

When I saw this presentation, I immediately asked my Twitter and Facebook friends: “What would you do if someone you thought was a friend ripped off one of your presentations without asking or attribution? http://ow.ly/1cOgi”

Here’s the backstory: In just two weeks, I’ll be presenting my “21 Secrets to Top Converting Websites” at SES New York. It’s a presentation that took me the better part of a decade to put together. The presentation had received rave reviews as a keynote speech at SES London, including this tweet from @Liz_Gray: “#seskey Unbelievable keynote this morning from @thegrok! Action-oriented, clear and concise. Everyone with a website – test something today.”

I first delivered this presentation in December 2009 at SES Chicago and then recorded it in January as a Webinar for my conversion optimization students. This is where my friend was “influenced” by my presentation. No other copies of these slides were shared anywhere.

I have shared presentations in the past, but since I am now focused on being a professional marketing speaker, these slides are a good part of my livelihood, and my paying clients don’t want them shared all over the Internet. So when I reviewed this person’s newest Webinar presentation, it was a shock to find that “his” slide titles and content, including many of the images, were essentially the same as mine. That’s when I tweeted the question.

The tweet led to quite a firestorm on Twitter and Facebook as people responded. My friend RSS Ray, a.k.a., Brian Offenberger, who had committed this act, was inundated with e-mails and comments on Facebook. You can read some of the discussions on Facebook here. Two of my MarketMotive students who really studied my presentation shared these comments on Twitter:

Gene Gerwin wrote: “Judging from the slides, it’s such a direct lift that I wonder if mere attribution would have been sufficient…”

And Noran El-Shinnawy wrote: “Hey, @rssray here’s my comment on your blog since you won’t approve it (@TheGrok ) http://tweetphoto.com/12949589.” In a follow up tweet, Noran added: “INCREDIBLY UNPROFESSIONAL: @rssray rips off @TheGrok ‘s 21 Secrets presentation and passes it off as his own http://ow.ly/1cOgi.”

The next morning, Brian pulled the slides he shared from his Web site, posted an apology on his blog, and explained how items from my presentation unintentionally ended up in his. We subsequently spoke on the phone.

I asked him to share with me a list of what he learned from the experience. “I had the importance of checking and re-checking work re-taught to me in the most painful of ways,” Brian wrote.

The Future of Sharing

Some people suggested I sue for damages. I’m not an attorney, but from past legal advice I know that you cannot collect damages for material that is yours unless you have filed for the copyright with the Library of Congress. You can have them remove the duplication just by placing the copyright notice on your material and you can prove it was yours first.

These two situations have left me with more questions than answers:

• Do I feel comfortable sharing my slides any more? I have shared many presentations in the past. Do you?
• How do we prevent ourselves from being overly influenced by others?
• Let’s say someone shares a presentation online through sites like SlideShare and copies a slide or two from others. During the presentation, the speaker gives verbal attribution to the original source of information, but written attribution is not placed on the slide. Is that ok?
• What would you do if you were accused of “copying” someone’s slides? I think Brian handled it as well as anyone.
• How will copyright laws evolve with the times?
• How would you have handled this situation?

Remarkable -adjective – Worthy of being or likely to be noticed, especially as being uncommon or extraordinary.

“You want great marketing but nobody can be creative enough to compensate for the problem you have. The product you have been offering for the past 10 years just isn’t that remarkable, in fact, very few people truly even care if it exists.” When I told this to the new CEO of a company I advised on a call this past week, I knew he wouldn’t like hearing it. I also knew that he was intellectually honest enough to agree. Would you be?

We were reviewing new marketing collateral his company had just developed. My question: “Who cares?” I wasn’t being callous. I was truly asking how this addressed a deeply felt need of his potential and actual clients. His marketing staff’s copy came off like the teacher in the Charlie Brown cartoons, “Wa wa wa wa wa wa.”

There were at least three historical issues wrapped in this company’s marketing woes:

1. The old management’s communication style preference
2. Who they spoke to in their target market, dicated by that communication style
3. The product and story they told about it were not remarkable

Your Story Gets Told the Way You See It

The founders of a company tend to set the company off on a trajectory that they envision and set. They see a need in the marketplace or come up with a product idea and set a story in place on how the market is going to receive it. Too often, they tell the story from their inside-the-bottle point of view and they never really get the proper results they desire. It’s often hard to take your customer’s point of view and tell them the story the way they need to experience it.

Great marketers and sales people have the ability to craft great stories. However, this company was extremely people oriented, founded to help companies better understand their customers. The founders’ communication style was highly “humanistic;” they were all about understanding and caring for people. I consider many of them good friends today and they are among the nicest people I know. So, they took their humanistic type product, told their story in a humanistic style, and the only people who cared or ever responded to their pitch for the most part were other people who preferred a humanistic approach.

There is nothing wrong with that per se. However, the majority of the budget for their product category was in the hands of decision makers with “competitive” and “methodical” personality preferences. While they kept developing their product to be more humanistic, their competitor took their equally less than remarkable “humanistic” product but told the story in a “competitive” point of view. Guess which one has the larger market share?

You Can’t Be Remarkable by Imitation

It’s often not enough to recognize you are speaking to the wrong persona or segment and just change your communication style. It typically won’t come off as authentic and your marketplace will see that you are just trying to copy your competitor. You still need something remarkable to share.

The new CEO of this company came in and had the development team work on an improved solution. The new solution is excellent and has the potential to be remarkable, depending entirely on how they decide to craft their narrative now. This one change can move this company from being a boring competitor in its current market to a natural leader in a new and emerging marketplace. However, it must make the change internally and externally to tell a new story and share it in the right voice. No amount of great marketing will resurrect a lousy story and unremarkable product, but in today’s world of “word of mouth,” where social media is a top priority for marketers and the board room, you need your customers to share how remarkable your solution is. Will they want and be able to share your story?

Planning for Word of Mouth

My good friend Kevin Ertell did a fabulous job in his blog this week describing how planning for word of mouth may be the missing link forgotten about by marketers in the customer engagement cycle. He recommends that marketers plan for “satisfaction” and “referral” steps. As his post says, “Satisfaction is simply the foundation, and the minimum requirement, for a continuing relationship with customers.”

Aiming for “satisfaction” isn’t enough. It’s more effective to have marketers think in terms of “delight.” By adding “referral” as a step, it might misalign marketers into thinking they can trigger the referral if they just enable it, where we both know that when a customer is delighted (or angry) they share it today.

If you truly want to persuade people you must first delight them. We can learn a lot about this from Apple’s marketing. Seth Godin offers 10 tips on how to be remarkable as well.

How to Trigger Word of Mouth

When delivering a keynote presentation last week about social media to small and medium sized businesses, I told them nothing different than what I tell larger clients. Hopefully, they can now turn their agility into an advantage. Remember, it’s important to be remarkable! Think of it like Dorothy in the “Wizard of Oz”; the power to capture social media attention didn’t rely on the wizard (social media gurus) or the ruby slippers (the social media tools), but rather that they had the power inside them the whole time – they just needed to be “remarkable!”

Advertising guru, Roy Williams likes to say “Advertising only accelerates the inevitable” today I would add that “Social media only accelerates the inevitable.”

The point is simple, if you have a good business, with strong values, a great product/service, that takes good care of employees and customers, advertising will help amplify your great story and your results.

If you have a lousy product, treat customers and employees without respect, with advertising you’ll soon be out of business (although some airlines and banks have consistently managed to defy this rule).

Used to be if you had a lousy business you could fool some people in to buying from you and word of mouth would eventually catch up with you as the expression went one person who would then tell twelve… But that was another day. Today one person Tweets, updates their status, creates a YouTube video, post a review or blogs and thousands if not millions might see it.

It’s All About Me, The Customer

Peter Drucker said the “The purpose of business is to create and keep a customer.”

Notice the focus on the customer, not the product or service. The point of your business should be to fill needs and create value for your customers. Too many companies still practice accidental marketing. They hope that social media marketing is their magic blue pill to great results.

An Apple a Day Keeps the Social Away

You don’t have to be social, but you do need to provide value for your customers. Apple is not a social company, it is not open to having a dialogue with everyone, nor does it need to. As long as they continue to fill needs and bring value to customers. Some die-hard social media “experts” will argue with me, but you can’t argue with Apple’s results. Being social is not part of their corporate metabolism and it doesn’t look like they need to change that anytime soon. But you are also not Apple.

The Social Values

The social media revolution though does signify certain cultural and societal values shifting. We expect a business to have respect for the customer, create good products/services (or we’ll review them negatively), have good customer service, and we expect some level of transparency and authenticity from the organization.

Being social is about values, beliefs and attitudes. Values and attitudes you have or don’t or would like to have. Keep in mind if you don’t have them changing attitudes and beliefs can be difficult, un-natural and you will resist it. As much as change is a constant, as humans we seek to keep the status quo.

You can’t fake social. Just because you post some YouTube videos, put up a fan page, start a blog or twitter account, does not mean you are “social.” If you are not prepared to walk the talk and align your values don’t believe the tactics will bring results.

Do not believe the tactics can replace the strategy. However, if you are prepared for real change starting down this path to social commerce can be transformative.

You can always put lipstick on a pig, but at the end of the day you still have a pig, although possibly a pretty pig.

What was the winning combination of media and message for Barack Obama’s ’08 campaign e-mail sign up page? For this exercise, first pick your choices of media and messages from the examples laid out in my last column, “Obama’s ’08 Campaign: Using Data to Win” and then come back here to find out the results. It’s ok. I’ll wait. Dan Siroker, former deputy new media director, Obama Presidential Transition and founder of CarrotSticks and Spreadly, did a fabulous job in his SES Chicago keynote. If you are like 90 percent of the audience in Chicago you probably didn’t guess the winning combination. It isn’t because you aren’t a smart marketer, but because this is the value of testing — being able to go to the court of last resorts and the only one that matters, your customer.

The winning button was the “learn more” button, showing an 18.6 percent improvement over the original “sign up” button. The winning media choice was the “family image,” showing at 13.1 percent improvement over the original “get involved” image. All the videos in the media test actually dropped conversion rates. The combination of using the “learn more” button with the “family image” increased conversion 40.6 percent over the baseline.

How well did you do with your guesses? Dan also showed the advantages the Obama campaign leveraged by using social media, analytics, and testing to drive engagement and evangelism. How will you change this coming year?

Google: Real-Time Search Results, New AdWord Ad Units

If Dan’s keynote didn’t cover enough change for you, Google made a bunch of changes as well. Google is now displaying Twitter in its search results. The way it’s doing it certainly is a bit of an issue and opens up the results to manipulation. Google also rolled out several new AdWord units just in time for the holidays. FellowMarketMotive faculty member David Szetela and I did a live recording to go over some of these changes. You can watch the video here. Or you can read about three of those new ad units on David’s blog. One thing is for sure, if you want to succeed, you must make sure you are paying attention to what people are saying about you in social media, now more than ever, and you must pay attention to your Quality Score in Google AdWords. That means tighter ad groups, faster loading pages, and better Web site experiences for your visitors. If your ad groups have loads of keywords in there, WordStream just released a holiday present for you. Take a list of up to 10,000 keywords and they’ll group them for you using their free keyword grouper tool.

Tips for Improving Web Site Conversions

To focus on better experiences, at SES Chicago I inaugurated my “21 Secrets to Top Converting Websites” presentation. This is the same presentation (with a few twists) I’ll be doing for the keynote at SES London. Here’s a sneak peak. Also, at my “How to Turn Your Web Analytics into a Money Making Machine” session, Senior Product Manager for Google Analytics, Phil Mui shared some great AdWords tips for your creatives.

• There needs to be a strong call to action.
• Special offers pique attention.
• Delivery details generally help click-through rates.
• When possible, insert actual prices.
• Dynamic keyword insertion is generally a best practice.
• The percentage of capitalization in creatives helps it feel more personal.
• In the URL word length — keep it four to six.
• Don’t use exclamation points in your ad words.

More importantly, he shared several new features that the Google Analytics team launched as a holiday bonus, including annotations, a new version of the API, and a new tracking code setup wizard.

Looking Back on 2009, Looking Ahead to 2010

As many of my readers know, I have also had quite a bit of change this year. During my presentation at SES NY in March, I got the text message from my wife that she was in labor and several hours later we welcomed our third child, Matthew, to the world. Also, in September my brother and I left the company we started over 11 years ago to venture out on our own. I’ve also been spending a lot of time working with my friends at MarketMotive to launch a certification program for conversion and landing page optimization that will start on January 11, 2010.

This column is my last column for 2009 and with my next column I’ll be celebrating my ninth year as a columnist for ClickZ. But, I wanted to leave you with a bit of a holiday gift and give you something incredibly valuable to your business. One of the very well received presentations I did for MarketMotive this year was my 10 step process to optimizing copy. Here, for your enjoyment until January 1, 2010, is a video of that presentation, on how to optimize your copy.

Happy holidays and best wishes for a 2010 full of positive change for you.

Learn how an innovative retailer used Google Voice to increase their re-orders in this guest post on the Econsultancy blog.

Want to know how to avoid the 8 Second Black Friday trap? Find out my advice on this guest post on the Microsoft Adcenter Community blog.

My good buddy Avinash does a fabulous job on this post explaining Social Media Analytics: Twitter: Quantitative & Qualitative Metrics.

Are you using Google Analytics but would also love the benefit that log file analysis brings in understanding what the search engine bots and spiders are doing? Learn How to Track Search Engine Bots/Spiders with Google Analytics in this nice post.

Garry Przyklenk of PPC Advice does a great job as he interviews me as a sneak peak to Search Engine Strategies Chicago. Will you be at SES Chicago? If so, let’s try and meetup. Feel free to call me at (718) 569-8240.

FreshDirect.com does a fabulous job sending out a lagniappe and reinforcing it in an email before the holidays. What kind of lagniappe are you offering your customers?

For all my American friends I wish you a Happy Thanksgiving. Here is something to enjoy:

Click here to view the embedded video.

and don’t forget this holiday tradition started by David Letterman:

Click here to view the embedded video.

For other great links through out the week, please be sure to follow me on Twitter.

In my last column, I shared with you my efforts on how I set out to reclaim my personal brand and start ranking on Google for my name, with my new Web site, “bryaneisenberg.com.” One strategy was to plan a “link bait” post, 69 Free (or Low cost) Tools to Improve Your Website, to create a blip on Google’s link graph of my Web site. Let me explain.

Planning Your Link Bait Strategy

Unfortunately, the term linkbaiting has some negative connotations. Its best use can be anything worthy enough of grabbing people’s limited attention and causing them to link to, share, or otherwise promote the content you generate. I can’t tell you the number of times I’ve seen people get overly excited about something they produced and how “viral” it is, only to be forgotten before it’s even shared. Here’s how to avoid that problem.

Six Steps to Linkbaiting Nirvana

1. Define your goal.Is the goal of this piece of content to persuade or sell people to take an immediate and measurable action or is it more long term, to develop links to improve your search engine rankings or brand awareness? You shouldn’t only think of link bait as a short-term fix to a long-term problem; it doesn’t usually work.
2. How will you measure success?Once you have your goals in place, you now need plans to make sure you’re tracking your outcomes effectively. Start by defining the key performance indicators (KPIs) you want to monitor. Here’s a list of 35 social media KPIs to get your thinking started. You should also consider sentiment analysis, such as that offered by Radian6 or Scout Labs. Remember, it’s still quality that matters more than quantity, not only in what people say, but also in who links to you.Knowing what you will measure should define how you measure. Will you be tracking the number and quality of links, comments, tweet or retweets, social bookmarks, positive or negative votes, etc? What tools will you use to measure your outcomes? Will it require specialized tagging? Will you make it easy for your content marketing team to tag your content properly, to make sure you’re tracking as effectively as possible? For example, if your content is on YouTube, are you optimizing and measuring it properly?

   It used to be much simpler when all you were measuring was links, but now that everyone can share content with social media and bookmarking sites, measuring effectively is more of a challenge.

3. Develop your personas.Know your audience. There are two parts to your audience you must define: your connectors and your final audience. Your connectors are individuals you hope will share your content with their network and thus, lead to greater reach than you have on your own. Hopefully, you have a prior existing relationship with some of them because it does make this process easier.Please understand, no one will share anything with their network that they don’t believe elevates their self-perception. They want to know that people in their network will think more of them for sharing this piece of content. Ask yourself: Will your content make them seem funnier, smarter, more generous, etc? What will motivate people to share your content? Do you know what social networking and bookmarking sites your content will appeal to most? For example, some content works better on Digg, over Reddit or Delicious.

   My friend, Sverre Bech-Sjøthun, shares how to be sure your campaign tactics match your audience, while he does a great job explaining how he implemented these audience strategies in a link bait campaign for Crestock.com.

4. Develop the content.Two simple rules your content must follow:
   1. It must be relevant to your audience; and for your success, relevant to your business.
   2. It must be compelling to engage with and to share.

   Depending on your audience, you must also decide which form your content will take; should it be a post, an e-book (white paper), a video, a contest, etc.

   Your headline must be incredibly remarkable. It’s worth spending extra time to make sure you have it right or to test it out with your connectors or original linkers list (much like the Huffington Post does).

   If you’re stuck coming up with ideas for content, Darren Rowse from ProBlogger shares 20 linkbaiting techniques to use when planning your content.

   Without a doubt, a content strategy that matches your objectives and meets your audience’s needs is essential.

5. Make it easy to share.Plan to add elements to make it easy to pass your content along. Use ShareThis or AddThis tools to your posts or pages, add a retweet button to a PDF, etc. For example, YouTube offers 13 ways to share content. How many ways are you offering? Double check to make sure they’re tagged properly for your analytics.
6. Share and refine.Send out your content to a few of your connectors and see how they respond. What feedback do they give you? Do they share it with their network? If not, what can you do to refine it before you send it out to other people? Remember, you can change content after you launch it, if it will help your success.One example of someone who has been publishing great content for the past 15 years is Ralph Wilson of Web Marketing Today (celebrating its anniversary this week). He emails his 101,000+ newsletter subscribers about a new article, product, or service, then specifically asks them to bookmark his content using AddThis.com, a gadget that makes it easy for people to bookmark using their favorite social bookmarking service. Subscribe to his newsletter and check it out.

Best of luck scoring more links!

Last week, I moderated several sessions on Emerging Trends at the eMetrics Marketing Optimization Summit. A couple of the sessions were about measuring social media. That same morning announcements were made regarding the deals Twitter had struck with Microsoft Bing and with Google. With Microsoft Bing also announcing a deal with FaceBook. The gist of the deals, is that now your tweets or status updates can be found on the search engines.

I think of this as a behavior changer in several ways. First off, people will start optimizing their tweets for real time search on the engines. This may lead to a whole new level of search engine spamming. How will Google and Microsoft deal with the increase in hashtag/trending topic spam?  Who is already building the tools to optimize Tweets for trending topics and hashtags? Will these irrelevant tweets train search users that this content is not worth clicking on?

The other question it opens up is that if you publish content on your site, then push it out over Twitter and FaceBook and someone finds it on Bing doing a search – where should the credit for the referrer to your website go to. Will it be credited as a search referral, a Twitter or Facebook referral?

If you want credit to go to your content creation team and to find out which “channel” was responsible for the ultimate referral, content teams are going to have to be trained to ensure that they are using tracking urls on their Tweets. Scott Calisse from MTV Networks shared how his team created a custom tool using Bit.ly and Google Docs that the content team could insert their original url and the tool would spit out customized links for them to copy and paste with all the proper tracking codes in place for each channel (Twitter, Facebook, etc.). How will you train your content teams to remember to always do this? Scott shared with us that even if the team doesn’t do it today, they can still sort it out organically, but with this new Google/Bing integration that won’t be the same.

This evolution in the portability of content just reinforces the trend those of at the eMetrics summit heard about from Darren Mauro of NPR.org. He shared with us how they are seeing an ever growing demand for being able to download podcasts as opposed to listening to them live or streaming online. People like to engage with the content they want, when they want it; just like DVR usage on TV. Of course that makes tracking it and understanding its usage and engagement infinitely more difficult.

I’m really curious what do you think the implications of these deals will be. Please share in the comments or link to posts you have below.

I just got back from speaking at the Bolo Conference and AZIMA event in Arizona. They were both well organized events, with very attentive audiences. At the Bolo conference I premiered my latest presentation, Trim the Fat: How to use Personas, Analytics and Human Psychology to Improve Marketing (more on that soon). The reception to the presentation was extremely positive. But I am not here to talk about myself, but to talk about one of the other keynote presentations at the Bolo Conference.

I had the privilege to interview Guy Kawasaki before his keynote presentation at Search Engine Strategies New York last March. You can listen to the interview on WebMasterRadio.FM. Guy’s presentation is a detailed hands-on illustration of how Guy uses Twitter. You can listen to a previous version of his presentation about how to use Twitter on WebMasterRadio. Guy splits no hairs, as he is aware that some people do not like his approach to marketing on Twitter. However, the audience loved his hands on approach as he walks them through using Twitter with this collection of links on how to demo Twitter he uses as his outline.

Have you heard Guy Kawasaki give this presentation (either live at a conference or the recording above)? Some people feel Guy Kawasaki is a Twitter spammer who uses bots and automation to drop urls all the time. What are your thoughts about how he uses Twitter? Would you use it the same way or just take out a few of his tactics and tools (which ones)?

Click here to view the embedded video.