Earlier this month I had the pleasure of attending Franchise Update Media Group’s 2009 Multi-Unit Franchising Conference. The three day event brought multi-unit franchise owners, dozens of franchises, and suppliers together for a worthwhile sharing of information and ideas. Below I’ll mention a few things that stuck with me from the event.

The Multi-Unit Franchising Conference gave me my first chance to see Tom Feltenstein speak. I think he mentioned that this was one of the shorter speeches he had delivered. It was around 40 minutes max, but left me wanting more. Tom entertained with his stories and presence, and more importantly he challenged everyone in the audience to think bigger. I recommend Tom to anyone looking for inspiration and/or a few new marketing ideas you would probably never have thought of.

Also inspiring was a talk given by New York Times Best Selling Author James Bradley. He presented the genesis of how he came to write his book Flags of our Fathers. It was amazing to hear that he had to pitch the book idea to over twenty publishers before one said yes. I wonder how all of those publishers that said no feel now.

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Above is a picture of my colleague Teal Murley and I at our booth in the exhibit hall at the event. We posted live tweets throughout the conference.

I had a chance to speak at the event. Martin Greenbaum of Greenbaum Marketing chaired the session on Local Guerilla Marketing, Boris Bugarski of mUrgent and I were panelists. It was a dense session full of take-aways. I covered Twitter 101 for Businesses.

I highly recommend this event to any multi-unit owner or franchise that targets multi-unit owners. There were many concepts to review and all the sessions were carefully chosen to expand the attendees’ knowledge on the state of the industry.

I also want to mention that Oneupweb has a unique relationship with Franchise Update Media Group and their helpful site Franchising.com. Hello Therese, Gary, Ben, Lyola and the rest of the team!

I hope to see everyone again next year or sooner.

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Apr
29th

Sometimes You Have to Remember to Breathe

Posted by Maureen on April 29, 2009 at 12:57 pm

When my boss came to me and asked me to find a public speaking trainer, I was fine with that. In fact, I thought it was a great idea for those few people at Oneupweb who are often asked to be speakers and panelists at industry events. Little did I know that she wanted me to be in the class as well. That’s when things got tough.

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Image: Communicate by aturkus

Lately, I hate public speaking. I hate the idea of people looking at me as I talk, and of what must be going through their heads. In fact, I concentrate on that rather than what I’m doing, I get nervous, my face gets red, I get aware of the fact that it’s red, and it gets even redder. And lately, I’ve developed this shaky voice thing.

It wasn’t always this way.

I used to love acting and participating in group discussions. I used to love meeting new people, face-to-face. And I even had a speech class once, and I got an A. So what happened?

Now, I realize I can’t blame all of my fears on technology. But I can’t help but wonder if I’ve lost some important communication skills as I’ve begun using technology more and more to communicate. Just stop and think about that for a minute. You have to ask someone a question (perhaps it’s a question about the rate of a full page, four color ad in a print publication). Do you pick up the phone and call your advertising rep, or do you shoot off a quick email? (I bet you can guess which it is that I do).

Now I’m sure you’re going to say something like, “Sure, we use technology a lot more rather than face to face interaction. But we’re still being social. Look at Twitter and Facebook.”

And you’d be right. Humans, by nature, are social (in my opinion. I don’t know if this is a scientific fact.) And we do use technology to communicate with each other. But as I was preparing for my first speech last night, a thought crossed my mind. How much better would my communication skills be if, when I was curious about what someone was up to, I picked up the phone and called them rather than jumping on Facebook?

Maybe if I practiced speaking in my every day life, it wouldn’t seem so awkward when I stand up in front of a group of people who will be focusing on my words. Maybe then, I would remember to breathe.

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Apr
28th

Another One Bites the Dust

Posted by admin on April 28, 2009 at 10:55 am

In my last blog, I wrote about how newspapers are on the decline in favor of the newer, faster, and shinier internet. Another old-school form of media, the radio, is experiencing similar problems to that of newspapers.

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Image: Let The Radio Go by Oslo In The Summertime

When I was young, I remember hearing everything first on the radio (and I was born in the ’80s). I still remember at 12 years old calling in to my local radio station and requesting R.E.M.’s new single “What’s the Frequency, Kenneth?” and getting really excited when it came on. The CD hadn’t even come out yet, so this was the only way I would get to hear the song until I could get my parents to take me to the mall where I could plunk down $12 for the album.

Now I wonder if kids even know that albums still come out in a tangible form. They probably don’t even know that CDs almost always come out on a Tuesday (except for “special occasions,” like the long-awaited release of Guns N’ Roses’ “Chinese Democracy”).

They don’t know these things because music downloading programs have increasingly become the norm, especially in that crucial teenage demographic since a little company called Napster showed up in June 1999. I’ve even noticed on my most recent trips to media sales giant Best Buy that the space allocated to CDs has gotten considerably smaller. The prognosis for the very format of the CD is grim. People just aren’t buying them anymore.

Some (like me) will hope that CDs or something similarly tangible will always exist. I like to hold the album, read the liner notes, and have something to put on my shelf. But with the industry in a state of flux, consumers will have to adjust to the changes. Similarly, the artists may have to shift their modes of distributing their music.

One of the most noted musicians to adapt to these new models is Nine Inch Nails front man Trent Reznor, who has embraced many forms of new media in an effort to grow his fan base — and even increase their loyalty. His innovative campaign for the release of his 2007 album “Year Zero” saw him using internet search in a way few could have envisioned.

It started with a concert t-shirt with some bolded letters that spelled out a website. This kicked off a wild goose chase of sorts that would lead to more content, including mp3 downloads of new songs. It got fans involved, and gave those who figured out the clues a sense of satisfaction that simply buying a CD (or illegally downloading it) can’t offer. Reznor has been releasing music since 1989, and his willingness to embrace new things and work within an ever-changing system ensures that he’ll be around as long as he chooses.

The same goes for Neil Young, who has been recording music for over four decades. Young often debuts videos online, and often streams new songs or even whole albums before they’re available in stores. Instead of trying to halt progress, like Metallica, artists like Reznor and Young are helping blaze the trail for all the artists that will come after them.

It may be easy for artists like Reznor and Young to utilize scary new technology for their music. They’ve been in the business for some time and already have built-in fan bases that will likely follow them no matter what they do. But how about a new band that doesn’t have an established name; what are they to do?

Twitter. I know it’s becoming a bit of an annoyance to constantly read about Twitter, but bands should take heed. It can be an incredibly valuable tool for both established and up-and-coming bands, giving both the musicians and fans almost instant access to each other. The potential for growth just by using this 140-character service is immeasurable. Bands can talk directly to their fans, and the fans can have their voices heard. For example, if hundreds or thousands of Tweets bemoan the fact that the band isn’t playing a particular song on their tour, the band would be foolish not to play that song. Then the fans feel as though the artist is listening to them in a way never before possible.

Or look at last fall’s rom-com “Nick & Norah’s Infinite Playlist,” which followed New York teenagers on a one-night odyssey to find the band “Where’s Fluffy.” Imagine if “Where’s Fluffy” had a Twitter account and could directly interact with its fans, and encourage its fans to share the information with their friends. It would be a lot more effective than just writing it on the wall of a bathroom stall.

As usual, Bob Dylan had the answer all along. He wrote in 1964:

“Your old road is
Rapidly agin’.
Please get out of the new one
If you can’t lend your hand
For the times they are a-changin’.”

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Apr
27th

Click Fraud Down But Not Out

Posted by Mike on April 27, 2009 at 3:11 pm

There is no question that tough economic times have led to companies examining ways that they can make the most of their online advertising budget. One thing that any paid search advertiser should be concerned about is wasting money on fraudulent clicks. Click fraud can drain money from budgets that are already stretched to the limit, and in some cases, may lead to exiting online advertising all together.

Thankfully, it seems that click fraud is once again on the decline after reaching an all-time high of 17.1% in the fourth quarter of 2008. According to research by Click Forensics, a traffic quality management company, click fraud declined to 13.8% in the first quarter of 2009.

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“It appears that the drop in keyword Cost Per Clicks (CPCs) and the progress Yahoo! and Google made blocking click fraud from botnet sources contributed to the decline in the overall click fraud rate this quarter,” said Tom Cuthbert, president of Click Forensics.

Although the recent declines are certainly a welcome sight to anyone involved in online advertising, it is by no means a reason to let one’s guard down and not carefully monitor click traffic. What steps can you take to combat click fraud, you ask?

  1. Monitor your traffic for abnormal spikes in click volume. Careful logging and analysis of traffic trends in your online ad campaigns will help you quickly spot any suspicious activity and block offending sources — before things get out of hand.
  2. Alert your search engine representative of suspected fraud and request a refund of click charges. Following the first step (above) makes this one much easier because you’ll have all the information necessary to prove your case when speaking with a search engine representative.
  3. Hire professionals (like Oneupweb) to manage your online marketing initiatives. There is simply no substitute for experience when it comes to knowing what signs to look for when identifying click fraud. An experienced paid search manager that monitors your campaigns on a daily basis, along with our click monitoring tool, will leave your mind at ease knowing you are only paying for legitimate clicks.

Hopefully the downward trend in click fraud will continue in coming quarters. There is no surefire way to completely eliminate click fraud, but by following the steps above, you will improve your chances of mitigating the effect that it can have on your bottom line and the overall success of your online advertising initiatives.

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Apr
24th

Custom WordPress Theme Development – Custom Page and Post Templates

Posted by Ashley on April 24, 2009 at 12:06 pm

When discussions commenced about the recent Oneupweb rebrand which, of course, included a complete redesign of our corporate website, we knew that one of our goals was to implement a Content Management System (CMS). After much research into feature sets of the multiple CMS options available to us—both paid and open source, i.e. free—and weighing those options against our own internal needs, WordPress became our obvious choice.

What ensued was, first and foremost, a slight freak out on my part because I knew I was about to enter uncharted territory and ultimately, an opportunity—albeit forced—to learn some valuable skills about custom WordPress theme development.

As a traditional web designer and front end developer, who’s been used to a particular way of developing websites since the days of strategically fitting ImageReady sliced images into straight tables, the idea of using a blogging platform—yes, a blogging platform—to develop our new website was completely foreign to me. My idea of traditional website development—in the here and now of 2009—starts with a well thought out site map that clearly defines file structure and navigation, and ends with pretty, relatively-linked standards compliant CSS-based pages, complete with creative copy, miscellaneous forms, scripts and sweet applications mixed nicely in between.

So, after dragging my feet for a few days on the project, I finally accepted that I had no choice but to step outside my comfort zone and start work on our new, WordPress-based website. Imagine my surprise when I took my first step over that line and discovered that the only real major difference in development comes from the use of a database to store page and post content—eliminating the need for a traditional file structure and linking system—while the remaining differences still fell within familiar territory. But said discovery wasn’t handed to me on a silver platter—it came through a series of trials and errors (and, of course, some assistance from the more left-brained designers and developers in the company). What follows is a detailed description of the one lesson I wish I would have learned prior to commencing development on my first custom WordPress theme:

You aren’t limited to the default theme files for displaying your posts and/or pages—you can create as many custom page and post templates needed for your custom theme.
Think of your page and post templates as files within a traditional website structure that are simply “called” to a particular page or post from your WordPress admin area, rather than being traditionally linked together. OneUpWeb.com actually uses a custom page template for each page in the site, and a custom post template for each category. Please note that there are very slight differences between page and post templates—in fact, the current WordPress build (2.7.1 at posting time) doesn’t even offer custom post templates as a standard option, so developers must turn to the Custom Post Templates plug-in to create them—and trust me, this plug-in is a must have!

So, how are custom page and post templates created?
Unless you’re developing a theme for public distribution, in which you must follow a specific set of rules for default compatibility, you can create your template files in whatever manner best fits your website needs and development style. Most default theme index.php files (the template that will, by default, display your multiple post pages) consist of, and are ordered in the following manner:

    header.php
    theloop.php
    wp-comments.php
    sidebar.php
    searchform.php
    footer.php

The separation of these PHP files is simply a way to call in blocks of code, in an organized fashion, that will fit together in the same way as a standard HTML or XHTML file—just separately! This means that your header.php file might contain an opening containing div tag, while the footer.php file contains its respective closing div tag. Keep in mind, though, that the most important block of code is theloop.php—this is the code that will call the post and page information from your database, and without this, none of your post or page content will display.

I should also note that once a user clicks through to a single blog post (usually by clicking the post title link), the default template file used is single.php, rather than index.php. All publicly distributed themes will include this file in their build. However, feel free to use as many different single post templates as needed—just don’t forget that you need the Custom Post Templates plug-in in order to create them.

Creating Custom PAGE Templates
So, assuming you have a basic understanding of the default file layout based on the above information (and if you don’t, this page in the WordPress Codex is chock full of information), page templates are defined by two things:

  1. File name, i.e. skippy.php. You can name these files anything you want, EXCEPT for those listed on this page—this file name list is reserved for default theme builds. The uniquely named file must be uploaded into your theme folder at the same level as the default index.php, single.php. header.php, etc. files.
  2. The following code that is placed at the very top of your template file:
    <?php
    /*
    Template Name: Skippy
    */
    ?>

In the above example, the template name of Skippy will appear in the Page Template drop down menu of your WordPress admin, located in the “Attributes” module:


Creating Custom POST Templates
Once your Custom Post Templates plug-in is installed, the steps to creating custom post templates are almost identical to those taken to create custom page templates, with one exception—where the template name is defined at the top of the file, simply add the word “Posts” as shown in the example below:

    <?php
    /*
    Template Name Posts: Kirby
    */
    ?>

In the above example, the template name of Kirby will appear in the Post Template drop down menu, which appears as a separate module in your admin area:


There you have it—a quick lesson on customizing your WordPress blog design via the creation of custom post and page templates. To give you an idea of WordPress’ flexibility, take a look at Oneupweb’s recently redesigned WordPress-based website, and consider the players:

    # of Categories = 14
    # of Posts = 635 (althouh our massive Glossary section is responsible for 328 of these!)
    # of Pages = 42
    # of Page Tempates = 56
    # of Post Templates = 11

Talk about breaking the default mold.

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