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Episode 23 Rohit Bhargava Author of Personality Not Included, Podcast of the Week, 25 Styles of Blogging, Using Personality to Build your Personal Brand, Be Your Own Brand Manager, Building your Net, Influencers and A-Listers, Marketing Karma, 5 Rules of Social Media Optimization, The Window of Suckiness, The Financial Aid Podcast’s Christopher S. Penn, Meet up at eBay Live in Chicago June 19-21 and SIPA’s National Convention in Washington June 2-3, Google Analytics, Podcast of the Week Mitch Joel’s Six Pixels of Separation, Song-of-the-Week Aaron Zimmer’s Wrong Side, New Sponsor! GoToMeeting and GoToWebinar http://www.GoToMeeting.com
Call our 24-Hour K7 Call-in line 206-888-6606
Show Notes:
Introduction
10 Golden Rules Podcast on iTunes
00:05 Christopher S Penn The Financial Aid Podcast
00:41 Ten Golden Rules Podcast Introduction
Upcoming Ten Golden Rules Presentations
May 29 “Ten Things Every CEO Needs to Know About Internet Marketing”
June 2-3 SIPA’s National Conference, Washington DC
June 19-21 eBay Live in Chicago
New Podcast Sponsor! GoToMeeting and GoToWebinar
06:59 Call-In Bryan McGovern HiJinks.tv
Winner of Seth Godin’s Book
08:08 K7 Mark Mitchell from New Jersey Question about Google Analytics Data Safety
Avinash Kaushik Google’s Analytics Evangelist Author of Analytics: An Hour a Day referred Mark to Google Analytics data sharing.
12:33 K7 Joy Howell How to play a podcast
14:31 Larry Port Rocket Matter – Joke of The Week
15:47 Blog or Podcast of the Week!
Congratulations to Mitch Joel for Episode 101 of the Six Pixels of Separation Podcast
Sports Illustrated article about surfer Dale Webster
20:02 Rohit Bhargava Discussion
The Influential Marketing Blog
Rohit Bhargava is the Author of the new book Personality Not Included : Why Companies Lose Their Authenticity And How Great Brands Get it Back Personality Not Included
53:27 Song-of-the-Week
Aaron Zimmer and the Generals “Wrong Side”
56:49 Ten Golden Rules Extro
57:28 Arno Lubbinge – Produced with CastBlaster
57:32 Natalie Gelman – 10 Golden Rules Jingle
Transcript-1
Transcript of 10 Golden Rules of Internet Marketing Podcast – Episode #23
Aired – 5/18/2008
CHRISTOPHER PENN: This is Christopher Penn of THE FINANCIAL AID PODCAST, PodCamp and MARKETING OVER COFFEE. With the price of gold at all time highs, this is probably the closest you’ll ever get to 10 golden anything, so enjoy THE 10 GOLDEN RULES OF INTERNET MARKETING PODCAST with Jay Berkowitz.
JAY BERKOWITZ: Welcome to episode 23 of THE 10 GOLDEN RULES OF INTERNET MARKETING PODCAST. We have one of the world’s top marketing bloggers and the author of a new book called PERSONALITY NOT INCLUDED. We have a bunch of great call-ins, a Joke of The Week and some exciting news from one of our favorite podcasters. So let’s get to it.
MUSIC BREAK
FEMALE ANNOUNCER: Welcome to THE 10 GOLDEN RULES OF INTERNET MARKETING PODCAST. Featuring the latest strategies and techniques to drive traffic to your website and convert that traffic into sales. Now here’s the CEO of www.tengoldenrules.com, Jay Berkowitz.
JAY: Well good morning, good afternoon, good evening, wherever and whenever this podcast finds you thank you so much for joining us for number 23. If you’re a regular listener, it’s been a while since we’ve been together. If you’re listening to back episodes and it’s some time in 2010, I guess this is kind of like some Back to the Future, Lost time-shifting adventure, so it won’t really matter. I’m working on a couple of really exciting projects. We’re finally getting down to the short strokes on the 10 Golden Rules of Internet Marketing Book. We’re going to have it finished by eBay Live on June 18-20th. We’re also working on an internet marketing certificate for a major university. We’ll have a lot more news on that coming up soon. If you enjoy this show, you can subscribe at iTunes and you’ll get every episode for free. Or you can listen to each show at www.tengoldenrules.com. We’d love you to be a part of the show. Please call our digital call-in line any time of the day or night. It’s an automated recording system and we’ll play your question or comments on the show and we’ll give you a link to your website on the show notes. The phone number is (206)888-6606. Or you can record a digital comment and email it to me at jay@tengoldenrules.com.
MUSIC BREAK
JAY: At the start of the show we heard from Christopher S. Penn. He’s the co-founder of PodCamps, the host of THE FINANCIAL AID PODCAST and a great show called MARKETING OVER COFFEE. I spent about an hour conversing with Christopher. We talked internet marketing, personal branding, podcasting. He’s one of the sharpest minds and best technical practitioners in our space. That show will be up next, along with audio from the American Advertising Federation and a marketing meet-up we held in Miami, a networking dinner, with Joseph Jaffe from JAFFE JUICE, author of LIFE AFTER THE 30 SECOND SPOT and JOIN THE CONVERSATION. And J.C. Hutchins, another author, who did a podiobook, which is a podcast audio book, and it’s called THE 7TH SON series. You might want to check that out at www.podiobook.com or www.jchutchins.net.
I’m excited to announce we have a new sponsor for the show. I want to include the sponsor messaging, include it into the content of the show. So if you like this product as much as I do, please call in and tell us how you use it and we’ll feature case-studies and call-ins and interviews as opposed to old-fashioned style ads. The story behind this new sponsor product is that it’s the single, most valuable piece of technology to come to 10 Golden Rules since CastBlaster. CastBlaster is the software we use to record this podcast. Since I love this product so much I actually contacted a marketing director I know at the company and I said I’d love for them to sponsor the show. We worked out a deal and we have a new sponsor.
DRUM ROLL
I’m proud to announce that GoToMeeting and GoToWebinar will be our sponsor and partner of THE 10 GOLDEN RULES PODCAST. Now I really do love this product, I’m not shilling for something I’m not really happy with. But if you haven’t been on a GoToMeeting, here’s how it works. It’s a web-based software system. You set up a meeting in advance, it comes with a conference call phone number and a website log-in with a private meeting code. So I send out the code to all my meeting invitees. They call the phone number and separately they click the link and log into the system and voila, they can see my computer screen so I can show them a PowerPoint, we can go live on the internet, I can play them a podcast, I can work on a spreadsheet together with them and I can even flip the screen back over to them and they can show me something they’re working on. It’s saved a ton of travel. We do a weekly meeting with every client at 10 Golden Rules. The product has been totally effective and reliable for us. I’m really happy to be working with GoToMeeting and GoToWebinar. Enough of my raving, please call in if you’ve used GoToMeeting. If you’ve been on a GoToMeeting, tell me how it worked and we’ll put it on a future show. The call-in number again (206)888-6606.
One more announcement, June 26th is going to be the first anniversary of THE 10 GOLDEN RULES PODCAST. I’m going to work out all the details, but I’d love you to join me on a live show. We’ll use the GoToMeeting product. I’ll do a live Webinar presentation and we’ll take your calls live and answer some questions and have some fun. So please mark your calendars. We’ll do it June 26th, 12 o’clock noon Eastern Standard Time. That shouldn’t be too early for the guys on the west coast and hopefully some of the folks in Europe and around the world can join in. Twelve noon, Eastern Standard Time. We’ll have some fun with a live podcast, that is, unless you’re the guy who’s listening to this old show in 2010, and then you’re just going to have to listen to the recording of the first anniversary show.
Now this is just about the longest set-up ever, so quickly I’m going to go through upcoming events and we’ll get to some calls. “Ten Things Every CEO Needs to Know About the Internet”, will be May 29th in Boca Raton. June 3rd I’m going to be in Washington, D.C. at SIPA’s National Conference and we’re going to have a Geek Dinner on June 2nd. Ebay Live June 19th and 20th in Chicago. Another Geek Dinner, Marketing Meet-Up planned for Chicago. Look for all the event links for upcoming speaking engagements and travel at www.tengoldenrules.com, right there on the homepage.
Now, let’s get to some calls and emails. First up is Bryan McGovern.
BRYAN: Hi Jay it’s Bryan McGovern from HiJinks.tv, one of those dreadful .tv domains. Just heard your message about Seth Godin’s new book and I’m a big Seth Godin fan, so if I’m up for a book, let me know. You can let me know on the next podcast I suppose. Thanks, bye.
JAY: Thanks for calling Bryan. For those of you that didn’t listen to the last show, I did a book review of Seth Godin’s amazing new book called MEATBALL SUNDAE and I promised to give out the book to a random caller or emailer who mentioned the book. Now I actually received another copy of the book from Will Wieser at Seth’s publisher. So we’re going to have two winners. Bryan and Robin Heppel, who pinged me on Facebook, were a couple of people who talked about the book. Check out Facebook as well, it’s been great, a bunch of podcast listeners have been connecting with me on Facebook and LinkedIn, so please do that. Congratulations to Bryan and Robin Heppel, we’ll get the books out to you in the mail this week.
MARK: Hi Jay, how are you? It’s Mark Mitchell from New Jersey. Really, really enjoying your podcast. I have a question for you. I use Google Analytics on my affiliate site and I’m wondering if you have any concerns or if any questions have ever been raised with regards to the data that we’re making available to Google through using Analytics. And any concerns since Google is so user results-oriented if things like high bounce rates or conversion goals, weakened conversion goals, can be used sort of as a way of telling Google that your site is not as user-friendly or performance-oriented. I wondered if you had ever come across any of this information and what your ideas were. Again this is Mark from New Jersey. I hope everybody’s well and enjoying the podcast. Thanks Jay.
JAY: Thanks Mark, that’s a great call and a great question. So I went to the source to answer the question. I emailed Avinash Kaushik. Avinash, for those of you not familiar, is Google’s Analytics Evangelist. The way Analytics works, it works with a small line of code that you add to your website. You basically copy and paste a little bit of html code onto every page on your website, and I apologize this is a non-technical description, but I’m just trying to make it easy. So the code sends a message to Google every time anyone comes to your website. It calculates where they came from. If they came from a Google search it tracks what keyword phrase they searched to get to your site. It does the same thing with MSN, Yahoo. It tells you other referring sites, who’s sending the most traffic to your site and when people get there do they sign up for your e-newletter, do they purchase something. Now you know where people came from to your site and what they do on your site. How many people leave without making a purchase? How many people just come to one page and exit the site? It gives you the ability to refine your site performance based on the metrics you get from Analytics. Best of all, the Analytics tool is completely free of charge.
So I emailed Avinash with your question and here’s his response. “Please thank Mark Mitchell for the question. User data and customer trust is something that Google takes very seriously. Specifically for Google Analytics, it puts you in charge of determining what kind of data you want to share with Google, including none at all. You have a choice. You get to decide.” Avinash referred me to a very helpful article that shares all the context and details about Google Analytics and data sharing. I’ll put the link in the show notes. I basically pulled out three questions from that link, from the questions about Google Analytics data sharing.
The first question – What does it mean to share my data with Google Analytics products only? If you choose to share your sites data, Google will use the data to improve the products and services we provide you. Additionally, only users who have opted to share their site’s data with Google may use the new and improved services.
Next question – Will sharing my data directly affect the ranking of my natural search results, ad quality score or ad placement? Your website data will not be used to affect your natural search results, ad quality score or ad placement. Aggregate data across many customers will be used to improve our products and services. So I think that answers Mark’s question directly. Adding Google Analytics will not affect your websites performance according to this official statement from Google.
And finally, there’s a new option in Analytics called “benchmarking” and the question is, why should I...
