Tag Archives: Book

digital marketer book front cover bcs eileen brown besty aoki

Authors across the Atlantic – How to co-write a book using Microsoft OneNote

I was approached by the British Computer Society (BCS) to write the Digital Marketer book. The BCS produces several guides to IT roles with best practice guidance for the role. These include objectives, required skills, career progression, frameworks and case studies. Each IT role book follows a formulaic style to ensure consistency across the range.

I wanted the Digital Marketer book to have diversity of thought, and a different working style – to bring a wide range of ideas to budding digital marketers.  I approached my Seattle-based friend and long-time colleague Betsy Aoki to co-write the book with me.

Betsy and I first met in 2004 when we both worked at Microsoft. My team at the time were using blogging to reach the widest number of IT professionals and Betsy had built the blogging platform we used. Her technical approach was the polar opposite of mine, and I felt that our skills dovetailed nicely to give great breadth to our content.  Thankfully, she agreed.

With an eight hour time difference between Essex and Seattle,  I could write my content during the day, pass it over to Betsy, for her to return overnight.  However, we both have day jobs that take much of our time, sometimes we write in the evenings, sometimes at weekends.  Emailing a cumbersome word document back and forwards everyday would have been a pain.  Having the Word document in the cloud meant managing a document of over 150 pages with tracking enabled – a cumbersome nightmare.

Using Microsoft OneNote to collaborate

I decided that we would use Microsoft’s OneNote to collaborate on the book. I’m familiar with OneNote. I had used it extensively at Microsoft, and had written my first book: Working the Crowd. Social Media Marketing for Business using OneNote in 2010. But I had never considered OneNote as a pan-Atlantic collaboration tool.

digital marketer book Eileen Brown BCS onenote

Digital Marketer – Setting out the Chapter headings and sub-headings

As you can see by the screen grab, we structured the tabs for the main chapters of the book, with proposed sub headings as pages within the tab. We used sub pages, and shuffled the pages around until we got a good flow for the book. All of our research, links and other reference snippets were stored in the ‘spare stuff’ tab.  We would need them as the book as about 140 end notes with valid (at the time of going to print) links to the relevant web pages.

We both started to write sections we felt most comfortable covering – leaving the thorny, difficult topics to the end. It was easy to see who had written which part of the book. OneNote made this easy. It showed clearly which paragraphs had been penned by which author. My edits, were visible to Betsy and vice-versa.  Therefore, it was easy to write 500 words or so per page and watch the content grow.

digital marketer book authors Eileen Brown Betsy Aoki BCSonenote

Digital Marketer: Showing parts of the text Written by Betsy – and me

As this OneNote book was saved in the cloud on my OneDrive account – and backed up the the OneDrive cloud, we were confident about not losing any content. I downloaded OneNote for my Android mobile, so I could do edits on-the-fly and add content when inspiration struck me.

Finalising the Digital Marketer book

We moved pages and tabs around, merged pages together, and collaborated over a distance of 4,800 miles until we were happy with the flow and the way that the content looked. Only then did we copy it to a word document and send it off the the BCS for initial editing.  And now Digital Marketer is finished – and ready to roll off the presses.  We are both pleased with how everything turned out, and delighted with how easy it was to collaborate.  We ‘hardly’ had any problems at all

I did have one issue with using OneNote to write this book.  There is no word count for a page, or a tab – which is a pain when you are trying to gauge how far along you are- content-wise. Until we copied all of the tabs over to word, we had no idea how many words we had written – and whether we were on target.  The history tab has icons to select recent edits edits by author, and has different page versions – but there is no way to count words.  (Can I add a feature request please OneNote team? ).

If I was asked to co-write another book would I do so again?   I certainly would – providing I could collaborate in the cloud, have automatic backups, and have tracking information about which member of the team wrote which part of the document. Oh, and using OneNote would be a must for me. All I need to think about is the title. Cheesemaking perhaps?…

Twitter now sells access to your old Tweets

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Over on my ZDNet column, I wrote about the privacy implications now that Twitter has allowed access to historical data in its partnership with Datasift

since I published the post, I’ve been thinking more and more about how you will feel about Twitter gaining access to your personal Twitter streams.

We search for information on Twitter using the hashtags, and we have a limited time window to search out tweets from others.  We then use the data to our advantage, finding out what our customers think about us.

As a user, are you happy that customers have access to all this data?  After all, what you tweet is a social data gold mine for businesses.  It gives brands the opportunity to find out more about you to target their marketing more effectively.

But we do tend to forget that we’re not having a 1:1 conversation with our friends.  Twitter data is public.  The data isn’t private, ever.  Even if we send Direct messages to each other, then Twitter could be requested to expose the data if called on by the US government invoking the patriot act.

In my book, Working the Crowd I try to hammer home the point that you should ‘Never say anything online that you don’t want to have quoted back to you in a court of law’.

And now with the Datasift: Twitter partnership, this advice is even more valid for us all…

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Credit: hyku

Extended marketing: Gaining 3rd Party reach

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Now this is cool.  My publisher at the BCS has just sent me this image, snapped from his phone at the Chartered Institute of Marketing (CIM) stand at the Marketing Week Exhibition at Olympia in London.

My book, Working The Crowd got a great write up the other day on the CIM site and a positive email review went out to all of their members too.

Here’s what they said about the book:

For those still stumbling around in the dark, Working the Crowd helps shed light on the game-changing nature of social media, its tremendous opportunities and the many dangers that await those who insist nothing has changed and it is just another route to market.
Social media guru Eileen Brown provides vital information and advice on every aspect of social media marketing, including:

  • Specific sites for various types of networking and engagement.
  • Blogs and microblogs.
  • Brand perception and reputation.
  • Legal issues.
  • The global audience.
  • How different age groups interact online.
  • Viral marketing.
  • Creating brand advocates.

Make sure this highly acclaimed title is the social media marketing book you keep to hand this year.

This example of extended marketing demonstrates how a key influencer – (the BCS) can influence one of their value connections (the CIM) to spread the message on their behalf. 

The message must still have value to the 2nd tier connection otherwise the message will not be propagated. 

By extending the message across different disciplines help you reach a new and wider audience.  This concept of mapping your connections and taking advantage of the weak ties in your social graph can bring you value in your social media outreach activities. 

Utilising the power of your weak ties can bring you significant benefits 

Its good to see that the value extends beyond my traditional geeky arena and onto the broader world of marketing.  It’s nice to see the topic crossing boundaries like this.

“Highly acclaimed”,”help sheds light on the game changing nature of social media”, “the social media marketing book”  All good strong comments in their review.  It’s great to see such a positive review of my work from a large credible organisation like the CIM.  I’m delighted.

I notice that the CIM say I’m a guru too.. surely this means I can buy more shoes?  Well, I reckon any reason at all is a good enough excuse to buy shoes… Now I’m off to the shops to hunt for some high heels…Smile

Eileen Brown is a social media consultant and author of Working The Crowd: Social Media Marketing for Business.

Contact her to find out how she can help your business extend its reach.

My book is in the Top 10.

Oh my word.  My book is listed at number 2 in the bestsellers in Advertising books on Amazon.co.uk.  Yay.  I’m delighted…

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…in Advertising too.  Well well,  I’m also ranked at number 5 in the top 10 books for Legal and E-commerce.  yay again…

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But I still have quite a way to go before I get into the top 100 books… I can dream can’t I?

I’m now going to add Advertising onto my LinkedIn profile and see what sort of work that brings meOpen-mouthed smile

 

Working The Crowd interview

Working the Crowd Layout:Layout 1I did an interview for Interviewfest the other week and my comments have just been published on their site in the Technology section.  They asked me some fantastic questions which really made me think, so I’ve copied the interview here.  Many thanks to Jennie and Sabrina for finding me and putting these interview questions together.

Working the Crowd: Social Media Marketing for Business highlights the obvious to doing business today, is there any crucial information one can overlook when looking through the book?

All social media activities take an investment in time which can sometimes swamp staff who have demanding job roles. Often this is overlooked when planning social media implementations and one member of the implementation team can quickly become overloaded with work. The tasks should be spread amongst several people in the group

What sparked your interest to writing the book?

I wanted to create a practical handbook with steps you through the tasks required to create your social media strategy and implement it successfully and achieve a measurable Return on Investment (ROI) . I also wanted to include social media examples from brands that exists outside of the US, giving the book an appeal to international companies. The book is full of examples from large multinational businesses, small companies and individuals who have used social media to grow their brand and improve perception about their company. There are also a few examples of companies who have got things rather wrong

What are some of the strategies a small business can implement to increase traffic and social equity?

Keep it fresh. You don’t fish in stagnant water. You won’t get business with a stagnant web site. Adding social feeds onto a website, will keep the content fresh and keep the site high up in search engine rankings. It’s not just about SEO any more. With search engines following social feeds, keeping active on social networks can greatly improve your position in the rankings.

Top five Eileen Rules to networking

  • Follow up. If you make a connection at a business meeting – send an email the next day to initiate the connection electronically. Then the other person has you in their address book. If you don’t get a response – throw the business card away
  • Don’t cruise the room collecting as many business cards as possible – which are probably less relevant. Take time to make a good connection
  • Use the power of the referral network. Often your best business won’t come from your initial meeting – but because someone has referred you
  • Be genuinely interested in the other person. They will know if you’re not sincere and will mentally mark you out as someone who isn’t interested in them. You will have lost a potentially good connection
  • Follow up. Yes, I know I’ve said this, but it shows you are genuinely interested in the connection and the potential value it can bring to you both. My best long term referrers are from connections I’ve taken the time to keep in touch with on a social basis…

Why do you think when someone reads your book not all the outcomes are of the positive expectations?

Like any activity, engaging in social media activities is not always positive. Being prepared for things that can go one, and things that can damage your reputation – and having a workable strategy to minimise the effects of a PR disaster can go a long way in minimizing the effects of an error. Things often go wrong, but having an effective engagement strategy in place to deal with issues will really help

What is next for you?

We are at an inflection point in social media. It is still in its infancy and, contrary to perception, has not had broad adoption across many companies and institutions. These are very exciting times, with new tools and technologies coming out each week that have the ability to change the way we work and interact with each other. I’m fascinated by this evolution of interactivity and the way that the current tools have been adopted in creative and innovative ways by large and small companies. My next book will focus on this step change and how companies have evolved to survive in this people powered, connected world