On Social Media, by Seth Godin

Picture took in the Autostadt, Wolfsburg, Germany

Using your words for successful e-commerce business

Very often, people who think about assignment in the domain of content management are implying that it suits very much a creative project. Telling a story about an idea, a book, a humanitarian cause always need a proper wording that can be done only by professional writers, with a deep knowledge of the topic. However, as in the case of advertising, telling stories about everything that can be sold or merchandised in general is becoming more and more important for the success of the business. Remember how the advertising evolved from a plain direct presentation of a project one is intending to offer in exchange of money to the elaborated and sometimes very artistic - both in terms of visuals and wording - stories associating mystery and emotions? The same revolution in perception is taking place right now in the case of content management. 

One clear example of the fundamental change of paradigm is the case of e-commerce. It is equally an interesting and challenging example, as compared to the usual advertising, the amount of time that the potential buyer of a product spend browsing the online offer is significantly short - probably within 5 long seconds. Thus, the higher the importance of telling a very good story about the product displayed for purchase.

Before one starts creating the story, a couple of important information are needed: for instance, what are the target customers, their gender, age, social status. The language used to tell the story is very important as well, because it should contain key-words addressing the audience. 

A propos of key-words. The unforgettable and hard to resist SEO is here too, as your story should necessarily include the most important words that are generally used to find out products from the category you are displaying. On the other hand, the times of the oversaturated SEO words are long gone. Nowadays, you need to use the right context where to skilfully insert the requested words.

The role of the good writer for the success of your e-commerce enterprise is important when it comes to other aspects related to the promotion and customer relations: for the regular newsletter sent regularly inviting to competitions, discounts and new offers; for the social media presence; for the way in which the customer service is ready to answer various requests; for the media interaction, especially with the bloggers. 

All these signs are extremely encouraging for the writers and the power of words. 

Internet World Messe in Munich

Internet World Messe in Munich, at the end of the last month, showed me a completely different face of the business community in Germany. At a certain extent, I got used in the last years with the 'dolce far niente' from Berlin, with part-time jobs and not extremely well kept promises. On the occasion of the fair, there were launched special travel offers, with special prices within Germany.

In numbers, during the two days, the fair was attended by 320 exhibitors and 13, 150 visitors. Most companies were from Germany, but also from Switzerland, Israel and the US. All the exhibitors I went in touch with, were ready for businesses, a feeling that I don't see very often in the capital city. Prepared with leaflets, some bilingual, and serious packages of offers, they were ready to interact with potential partners and customers. Besides the individual presentations of the companies, and many creative branding gadgets offered and special discounts, there were many interesting workshops and seminars held by experts and attended in big number by the participants.

 The main sector represented was the B2B, with a main focus on e-commerce and online marketing.

A special sector well represented and who is making its way in Germany too is of mobile and online payments that will probably offer a lot of specific evolutions, due to the sensitivities of the German market in general when it comes to personal data privacy. 

The indestructible potential of the German market was displayed through the big companies that decided to open their offices here, even though they may operate at a small level and follow completely different strategies compared to the rest of the world of Europe. 

One of the most interesting workshops I attended was about SEO and the role of YouTube video presentations, by Dr. Rainer Zugehoer. Outlining the important role of the video presentations, especially via YouTube and adapted to various formats - mobile, iPad etc. - for improving the SEO performance, he mentioned that in Europe, at least 50% of the companies are blocking the access to this network at work. The situation is even more complicated in Germany, where the GEMA is blocking significant content. By using video and visual presentations in general, the visibility of a brand or company increased, a valuable option when it comes to the need to expand the portfolio of customers. 

I left the Messe not only with a lot of information and tips and new connections that I hope to present soon on my blog, but also with a good feeling of being at the same place with professionals taking their work very seriously. Maybe the next year, between 24-25 March, will be back to the fair, with a different input and an updated agenda. 

Evernote workshop in Berlin

Yesterday evening, I attended a very good workshop at hub:raum Berlin about basic and advanced features of Evernote. I started to use it a while ago, but without continuity and as my projects diversify - especially the blogging ones - I felt the need to find out a good alternative to a multiplicity of files, dossiers, hand written notes and notebooks. 

In a different blog post, I covered exclusively the features that are, in my opinion, recommended for academics. I will try to focus right now on other features that are useful for a variety of domains and professional profiles. 

Have things done faster

Evernote, multi-awarded program for its features and product design, is available in three versions: free, business (5 EUR/month) and premium (10 EUR/month). Its main headquarters are in Zurich, with offices in the US, Asia and the Middle East. Its main aim is to facilitate the bridge between information and the user and in a world overwhelmed by information this is what we need very often, regardless of your domain of activity. And yes, it goes very well with the daily chores, as you can set up a list of priorities to share with your partner/children/parents etc. The status is automatically updated once the checklist is done, saving time - as you don't need to ask every 2 hours the status - and money - you don't need to call or waste your working time checking it. Do you want to set up a party together with your friends? Or maybe your wedding? Evernote can help you too, with the Memory options, extended planning capacity and coordination possibilities. However, there are some limitations right now, as the bigger the team the higher the risk to encounter various 'conflicts' while attempting to work and edit various documents shared.

'Organization' is the name of the game and I am more than pleased to find out the variety of options turning around this magic word: you can create files around various tags that might help you to easily find them later with the help of the Search option - that also covers .PDF and .excel docs. Further on, the files can be organized up to their priority status, around a large array of tags, describing both the priority status as well as the main topics covered. The latter may be very helpful when one needs to search for specific terms later on.

Another good option that I intend to use frequently is that allowing to save articles of interest for a later lecture. The reading can be done later although you are connected to the Internet. Right now, I do have a long list of bookmarked items on my computer, but it goes very slowly and very often I have no idea what I saved. With the help of the tag, Evernote makes possible a better management of the material. The texts can not only be saved, but also annotated, and it suits academics very well. The Skitch app, that can be downloaded from Evernote's website, gives even more options of editing and annotation of pictures.

Save your hand written notes

Another app allows the photographic transfer of hand written notes. The document saved like this can be annotated. The integration of the document may last more than usual, 15-20 minutes. The scanning of business cards can create a repertoire of contacts easy to access. Gone are the days of the time spent searching chaotically about certain contacts for hours!

With the help of the Skitch app, that can be downloaded from their website, pictures and other visual docs can be annotated and modified. When you are planning events with visual content, some direct insights of this kind are very useful. 

Once you set up your account, you creates an e-mail where you can forward some of mails and check their status. 

A new option available that I am interested to test in detail is the Presentation/Meeting, that as for now, helps to organize the notes and creates docs that can be accessed and saved by different persons. I am interested though in the format of the docs too, for instance. 

The Evernote workshop only made me curious to see what's new and how can I improve my time management in the next weeks and months. I already know people using it regularly for research or various planning options and I am sure that there are some interesting opportunities for my writing and blogging projects. 

What does it mean to be a freelancer, a new episode

Once upon a time, when I did not have any idea that there is a word called 'freelancer', I was day dreaming about me spending my working day at a coffee table outside while making the last touches to my articles before sending to the newspaper, without the need to spend sunny hours in a cubicle. And thereafter, to fully enjoy my time with family and friends, before getting ready for a new article.

Now, my dream is real, and I can write how many articles I want from anywhere. After, I can spend a lot of time with the family, cook dinner, read and learn a new language.

For those who are not (yet) freelancers, such a daily schedule might look as a little corner of paradise. And it can be, as long as you consider that using your freedom is the most important thing that you can live. On the other hand, if someone might have a look at my schedule for today, would not have any intention to be a freelancer any more.

Just a little impression: woke up around 7.30 for coffee and some family chat, left on my own at 8am for: writing a couple of academic posts, answer another set of questions for another academic contribution, sending some pitches and CV for 2 possible new collaborations, answering some 5+ question for a company I am doing customer service consulting, checking every hour my Twitter and Facebook feed for getting in touch with interesting people and ideas, requesting some interviews, checking the results of a 21-page test I did at the beginning of January (with good results and this is by far, the best news of the day), thinking about new writing collaborations, finishing a children book that should be included on a longer post reviewing a couple of children books read recently. For a break, I went outside to pay a visit to the local library and some basic shopping for around 45 minutes. Returning back where I am set to prepare some cookies, listen for 2 hours to some online classes and finish another 4 blog posts. 

Discipline, an important key of success

Maybe this is one of the busiest day of the week, when I do not have too many meetings on the agenda, but this is how I usually work every day as a freelancer, except the Saturdays. But at least one day the week should be full time dedicated to updating my blogs and reading plus finding out important collaborations for the next days and weeks. As I am completely on my own, I am the one who is running after opportunities and the more I work the better for our daily life and the future travel plans. 

Especially at the beginning of your freelance life, there is not easy, not easy at all and having some healthy savings can avoid many dangers. If you don't have any contacts and experience in the area you want to be a freelancer, you better wait a bit and try to think about a transition time, when you still keep some connection with your previous work while building a new network for your new professional profile. 

As you are completely on your own, discipline is essential and a smart time management dramatic. Otherwise, if you plan to sleep till late and spend hours in bed or checking the funniest cat videos on Facebook, there is no chance that you will get some important revenues out of your freelancing work. 

I am very honest and will always say that freelancing is not for everyone, but if you really feel able to cope with all the challenges, there are many rewards waiting for you at the end of the road. Sometimes, it is really important for your self-esteem but also for keeping up the good work and continuing your work! Your one and only freelance work!

Sorry, I should be ready with some cookies for my beloved ones!

The challenge of the next 365 days

Yesterday, in less than 30 minutes, I was holding in a small paper box my new business cards. For the first time after many similar small paper boxes, I knew that these business cards will not need to be changed. Because this time, there is no way back to give up my little business plans and dreams.

One year ago, after some time of reflection and almost 12 months after I decided to give up my corporate business, I knew that travel and writing are the main things that make me happy, besides learning something new every day or learning how to cook or a new foreign language. 

The decision to start working for myself was not 100% selfish. Besides the guarantee of mental sanity, I was also giving myself the chance of being able to fully share everything I always wanted to share: ideas, encouragement, my passion. 

In the last 12 months, things moved steadily, although slowly and with not a few crisis moments. I am sure there will be more to come, as there are thousands of things to be learned in the next 10 days. But I know that whatever will happen, me and my travel blog, will be always around, trying to share experiences and cultural adventures. I also know that I will never give up writing and the work to my book projects. 

Is late in the night and although I should be up very early, I am contemplating tomorrow, one of the most important days of the year, when I should start - finally - behaving as a business woman responsible of her projects that should be presented, outlined and promoted. Meticulously, I set up my agenda and my main meetings, I have more or less ideas about the opportunities and I finally have my business cards to brand my blog. It is a new level and as for now, I have not the slightest idea how things will develop and what clear opportunities will arise. Persistence always helped me and not giving up my dreams and my true vocation brought me here, to this moment today, when I am fully responsible of my revenues and partly the future of my family. 

What will happen I cannot predict right now. Whatever the outcome, I am ready to learn and make corrections. In any case, I will keep doing what I enjoy, because there is no other way back. My black-and-white elegant business cards are the constant reminder of my future. Not yours, hers or other people's future. Mine, only mine. 

The lessons learned of a failed Indiegogo campaign

Almost one year ago, as my travel blogging started to get a very clear shape and was in the stage of brain storming for new writing projects, I discovered Indiegogo. The name was familiar to me from many of my friends working in the startups and NGOs domains, but never entered into the details of the platforms. 

For those for whom the name doesn't say too much, Indiegogo is one of the biggest crowdfunding websites aimed to help individuals and organizations to raise money for different causes. The causes are extremely diverse, from book writing to humanitarian projects. The registration is relatively easy once you have an official e-mail address. Thereafter, you can set up the details of your projects, a description, a short presentation of yourself, the financial aim and the banking details - not open to the public - where the eventual donations will be collected.

Before registering, I was familiar with a couple of successful and failed projects, and courageous enough, I decided that posting my own project, I can get the necessary founding for continuing an ambitious travel projects: 100 Places to See in Germany. The requested amount was not too high, around 5,000 Euro for what I estimated as a full 3-month time of travel around Germany. The estimation counted mostly the prices of the basic train transportation and other additional costs of the research, including some foodie expenses. 

To be honest, the idea of creating a crowdfunding campaign for my travels didn't look very good to me. As the issue was already approached in many instances on blogs and social media, such requests are not welcomed. 'If you want to travel, go to work instead of begging for money' many will recommend instead, and I half agree with this concern. As for me, besides intensive working and consulting, which I am doing all the time, I wanted to keep myself busy only with my travel projects not because I am selfish, but because I want to share about travel and inspire other people to do the same. 

Clear with myself and quite ready for a new adventure, I started to organize my moves for the next 3 months. I opened a Facebook account, I intensified my efforts on Twitter, where I was posting an information about the project at least once the day. I also wrote a post on my blog and tried to share the description of the campaign on travel platforms and other groups dedicated to such adventures. 

And optimistically, I continued to keep doing it till the end of the period assigned for the crowdfunding. The result: nil! Not a single $ was collected. 

Disappointed? After the first half, I already moved forward and succeeded to get enough funds for a successful first half of the 100 Places and thus, the pressure of 'now and never' was diminished. 

I did almost everything humanly possible to share and make enough buzz about the project. What is the reason why I was so bluntly unsuccessful then? A couple of months after, following an intensive observation of the trends and main development of the social media, I realized a basic truth: I was lacking the most important ingredient for a successful approach: the support basis! I did not have not even half of the followers I do have now and I was almost unknown in the world of travel blogging. 

As for my blog, it roughly has around 10 posts, and the pace of updating was of almost twice the month. I was still looking for my voice and was trying to organize a bit my plans and the travel information, but this was not necessarily the good context for a successful crowdfunding campaign.

Now, one year after, I am munching the lessons learned while trying to move forward with my projects. Most probably, will not launch a new Indiegogo campaign any time soon, but at least I know what to do for helping others to be more successful.