Well, some people know how to make it very complicated—developing complex systems and methodologies for predicting the outcomes of each match-up. But how does percentage of wins divided by guard experience plus my gut feeling add up to Baylor over Villanova in the Sweet 16? Argh!

Okay, so I don’t follow college basketball all that closely, but I still have fun participating. And it would be nice to think I had a shot at winning the office pool.

So I needed another strategy, something other than copying my husband’s bracket. I remember reading last month about how a communications agency predicted “The Hurt Locker’s” Oscar win—an upset against the blockbuster “Avatar”—by analyzing Twitter activity. It could work for basketball, too. So I did a quick search on Twitter for “March Madness.” As it turns out, there are a lot of people tweeting about their picks.

It’s easy to search for a topic on twitter using hashtags. I can easily get a handle on all March Madness chatter by simply searching for the hashtag #marchmadness. But most twitter search engines will be able to find tweets, including the keyword, even without the hashtag.

Geomeme.me is another way to measure Twitter trends. Trending in Michigan: Love beats March Madness.

So after scouring Twitter I now have what I think is a “well-informed” bracket. But I also learned a couple other things about Twitter.

1) Hashtags are very useful for sorting the firehose of information out there—and by using location specific hashtags, like #NWMI (for Northwest Michigan), you can target regions with your tweets. This means that even those not following you may still see your tweets if they are following that hashtag.

2) Although March Madness is a hot topic, Justin Bieber is still hotter. According to TweetVolume, there were eight times as many tweets about Justin in the week leading up to March Madness.

So even though it isn’t recognized as a true “bracketology” method, it was still a fun exercise in seeing how trends are picked up on Twitter. And after all the research, I’m going with Kansas. What are your March Madness picks?

The idea behind our new monthly podcast series is to profile the ups and downs, do’s and don’ts and mesmeric lives of Michigan’s most exemplary business professionals—those who have relentlessly pursued and found success against the odds. I’d say Doug has done just that.

I could go into how he worked during his early high school years, saving all his money so that he could attend Interlochen Center for the Arts. Or how he gave up a good job as a college professor to pursue his real dream of some day becoming an author. But I think what makes Doug Stanton’s story so compelling is the experiences he has had while in the midst of writing his books. He nearly drowned in Cape Horn Waters and spent time with soldiers in Afghanistan. It’s clear that he’s relentless when it comes to getting a story, and I think that’s what makes his books so compelling.

The interview he gave with Oneupweb CEO and Founder, Lisa Wehr, and Oneupweb Director of Operations, Tim Kauffold, was no different. I got a sneak peek yesterday, and was glued to my chair as he relates an acting lesson he once had with Harrison Ford and talks about the current National Writers Series. So what are you waiting for? Go to iTunes, download the podcast, and discover Doug Stanton’s story for yourself.

And don’t forget to stay tuned for next month’s episode, featuring….wait for it….a business owner who can tell you just about anything you want to know about political participation in Cuba, and therefore, makes jam for a living. Have a guess who it is? Submit it via the comments option below.

“How do I…”

Despite everything you’ve done right, you forgot one crucial piece of the equation: Training.

All too often in the world of web development, training is an afterthought. There are a fair number of businesses out there who have paid top dollar for exceptional websites, but have left them to languish, devoid of fresh content and regular updates. In order for your client to view their business investment as an asset, they need to see the value in what they’ve paid for. They need to be able to use their site.

On the positive side, training is a relatively painless endeavor, so long as you take the proper steps during the development process. It really boils down to making sure you hit three major points.

1) K.I.S.S.
Keep it simple, stupid. It’s important to streamline processes as much as possible. In order to minimize confusion, try to make it simple and efficient to do things like create a blog post, upload a PDF, and swap out images.

Before you even begin installing the content management system, make sure to consider the needs of whomever will be maintaining the site. Do they have experience with HTML, or will they be relying on a WYSIWYG editor to make copy changes? Do they need to have full admin privileges? Or is it better to make their primary user account restricted to prevent the possibility of them “accidentally” deleting an essential template file or the home page?

2) Documentation
When developing the actual site, make sure to keep notes on how the client will actually use the site. By constantly keeping notes as you implement the initial design and integrate features, you’ll essentially end up with a rough draft of the site’s documentation by the time you’re done. With these notes to work from, and a few choice screen shots, you can put together a comprehensive guide to the basics of the website in a very short time.

Actually having documentation for a site is a huge boon to both you and your client. They have a handy reference to review whenever they need it, and it minimizes the amount of “little questions” they have to ask you if they forget how to do something.

3) Hands on training
Despite the fact that you’ve provided your client with a useful reference for their new site, and made it as simple as possible to interact with, it’s still necessary to provide some one-on-one training as well. In the real world, people have different learning styles, and many individuals find it easier to “learn by doing” rather than reading. This is also a great time to go over any more nuanced details the site may have, as well as a chance to really “showcase” the work you’ve poured into a project.

So the next time you’re working on a website for a client, don’t forget the training wheels.

Well my friends—the Facebook gods have been listening! They are now allowing Facebook tabs to be customized using CSS, HTML and FBJS (Facebook’s own JavaScript)! Sure, it’s no custom background, but it’s a glimpse into what I think is the future of Facebook. Here’s a quick guide to help you get started.

How to Customize a Facebook Tab
Things to note before getting started:

• You have to use the Static FBML application, and it can only be added to Facebook fan pages (public profiles or business pages).
• To add the application to your Facebook fan page, you have to have a personal profile associated with the page as an administrator; the admin can add apps when logged in.
• Currently the maximum width of a tab or FBML page is 760px, but Facebook announced that the size will be shrinking to 520px in early 2010. So far no shrinkage yet.
• Only include the HTML/CSS that’s between the tags.

Adding the Static FBML Application to Your Public Profile (Fan Page)

1. Click “Edit Page” under the page’s profile image.
2. Under “Applications,” then under “More Applications” (normally at the bottom) select “Browse More”.
3. In the left column search box, enter “Static FBML” and hit enter/return.
4. Click on the “Static FBML” search result (it should be the only one).
5. In the left column, click “Add to my Page”.
6. Congrats! You have added Static FBML to your page.

Adding Your FBML Box or Tab to Your Public Profile Page

1. With your page open, click on “Edit Page” in the left column.
2. Under Applications, find the “Static FBML” link and click “Edit”.
3. Enter the tab/box heading in the “Box Title” field.
4. Enter the proper code (HTML, CSS or FBJS) in the “FBML” field. This is the custom content you want to appear.
5. Sorry, there isn’t a preview function yet, so click “Save Changes”. Now, return to your page (you can click on the page title link in the upper left hand corner) to see your new custom tab.
6. You can drag and drop the box tabs to change the order (with the exception of the “Wall” and “Info” tabs). If you want your new custom tab to be the first thing a viewer sees when opening your page:
   • Click “Edit Page” under the page’s profile image.
   • Under “Wall Settings” click on “Edit”.
   • Under “View Settings” and then to the right of “Default Landing Tab for Everyone Else” click on the drop down and select the name of your new tab.

Pat yourself on the back. You have now successfully added a custom tab to your Facebook page! The all powerful Facebook gods are now smiling upon you!

I thought it would be fun to see what was going on in the world when our CEO, Lisa Wehr, picked up and moved from Alaska to Northern Michigan back in 2000. Here’s what I discovered:

• Justin Timberlake was still at the top of the charts with ‘N Sync. (That was well before he brought sexy back. So does that mean sexy was still going on?)
• Mel Gibson showed us What Women Want (great quote – “I’m the man-eating &%^$# Darth Vader of the ad world”).
• Bush defeated Gore.
• Richard Hatch won the first US Survivor.
• Y2K (need I say more?).

Ah, yes. Remember when. Anyway, in 2000 Oneupweb had seven employees. That number grew quickly, requiring five moves over the past decade. The last move was to where I am currently writing this blog post from today—a 30,000 square foot facility overlooking Grand Traverse Bay. We currently have 43 employees, and (always growing) a couple of open positions we’re looking to fill. Here’s a pic of our current digs:

It’s been an amazing decade, one full of growth, awards, technologies and community giving. Here are a few highlights for Lisa and Oneupweb over the years:

• Named to BtoB’s Who’s Who for six consecutive years for being a key thought leader in the search marketing industry.
• Named a top search marketing agency in the world three times by AdAge.
• Created two of the nation’s leading proprietary analytics tools.
• Featured as a thought-leader in more than 400 articles.
• Honored with numerous industry awards including ADDYs, Tellys, Communicator Awards and a BMA Sledgehammer.
• Named an Ernst & Young Entrepreneur of the Year.
• Completed a 5-day tour of the state offering our services for free to any business that needed them.

Being headquartered in Traverse City, far removed from a bustling metropolis like New York or LA, has proven to be good for Oneupweb. It’s here in our hometown that we can really focus on our clients, dig in and get to work. And being in Northern Michigan has probably also helped us stick to a policy that Lisa instilled from day one—writing it on a piece of notebook paper and sticking it to the wall with duct tape.

Be humble, be honest, be professional.

It’s simple, which is something you don’t find a lot of lately. With the amount of communication options at our fingertips, everyone is clamoring to be the most advanced and have the newest gadgets. We long for things that are complex, and as a result, are quickly leaving simple behind. I was reminded of this today by Lay’s potato chips (random, I know). They just started a new campaign that “happiness is simple“.

It’s the minute you get to spend watching a beautiful sunrise over the bay. That quick break you take to play a game of ping pong. That moment when you get home, take your shoes off and relax knowing you’ve put in a hard day’s work. Yes, simple is good. A simple promise, faithfully followed, has propelled one woman’s dream from a small basement office to one of the nation’s leading digital marketing agencies.

And you can bet, when she looks back on it all, she can’t help but be happy (no, I didn’t have to consult Nick Marshall on that one).

Yes, that was all made up, but do you remember those days? I’m getting a bit older, but I almost remember them and am surprised by how things have changed so much. Today, I can get everything I need with a click of a mouse, a tap of a screen or a quick call to a cell phone. I can log on to my computer and see where my kids are with GPS tracking if need be. Heck, I can even see who won an Olympic event four hours before NBC broadcasts it.

The question is no longer “what is there to do?”, it’s “what are we going to do next?”.

With information and communication so readily available, you can just about keep track of anyone at any time. When I was a teenager, I lived ten miles outside of town. When I got in trouble, my parents only had to take my keys and I was done for. The phone was attached to a cord, so there was no place to plot and plan my escape. If I did get out of the house, my parents would have no idea where I was until I came back.

Today, you have to take the keys, take the cell phone, and block the social networking sites and e-mail. I’m sure I missed a few other means of communication, but you get the point. I haven’t gone as far as the GPS tracking yet, but it’s nice to know it’s available if I need it. Of course, the kids these days will find ways to get around that, too.

But all this begs the question—is there just too much information out there? I say, who knows, and who cares. The only thing that really matters is whether the information you want to share is what people are finding. With the proper SEO or PPC campaign, your website can be found as easily as your kids on a Friday night.

Here are a few steps you should take:

• Decide who your audience will be. Are they in their early 20’s or their early 40’s? Male or female? What’s the interest of the magazine; science, fashion, art, business, sports, food, home-making, or even a magazine about surfing? It can be a good idea to come up with reader personas that you can look back to later on.

• Develop a budget. Decide if you will be developing a magazine every month, annually or semi-annually. Can you afford to do any cool printing techniques on the cover, or use a paper that might set you apart? Having a budget in place can help you when it comes time to design.

• Thumbnail, thumbnail, thumbnail. Go through and figure out a grid, and thumbnail for a content page, contributors, featured articles, a letter from the editor, and the first few articles. Be sure to include ads and how they will fit in, such as double page spreads, full page ads, or even 1/4 page ads. And don’t forget to be consistent when it comes to ad sizes and placement. Because magazines are so heavy in content, organization and consistency are vital. And don’t forget those reader personas you pulled together. Make sure you are using them as you build out your plan.

• Gather your copy. Make sure the articles are relevant to the reader personas you created earlier.

• Now it’s time for The Hunt (the hunt for images, that is). This might be the hardest part of designing for magazines. Do you have to commission illustration or photography? Is it even in your budget? If not, you might be the one to come up with concepts relating to your article, and pen and inking them yourself. Don’t be afraid to get your hands dirty. Also, be sure to check out some great stock image sites where you can do some photo manipulation yourself. You might even want to plan to shoot some photography yourself. Just make sure your images relate to the copy and bring the article to life.

• Putting it all together. Once you have a good idea of what your images will be, you can really start to lay out your articles. Your images may dictate how your copy can be laid out, but don’t let that discourage you. Create a central focus. Editorial spreads contain a lot of information and many different elements, but be sure you give the reader one element they can focus on. Guide the reader through the chaos, in a planned and organized fashion.

• Add enhancements. Pull quotes can help guide the reader through articles, and work as a great way to draw them in for a closer look. Be sure to use quotes that engage the reader and keep them coming back for more.

• Pay attention to typography. Make sure that there is enough leading, or vertical space, between the lines of copy.

• Last but not least, the cover. This may be the most important part of the entire magazine. It has to say, “Hello, I’m a good read, and you really want to pick me up.” It’s important that you use quick and short headlines that grab the reader’s attention. Make sure your cover image is a good indication of what is inside. The cover of a magazine is the reader’s first impression; don’t let it be the last.

Magazine layout is not easy, but it can be fun. Do you have any other recommendations to make the process go a little smoother? Feel free to post them in the comments. I’d love to know your thoughts and discover new tips.

Oneupweb recently developed an iPhone app that can be easily modified to help franchises go viral with a fun and useful tool. The app allows you to have fun with a game, share the results with your friends (who will, in turn, share with their friends, and so on), find a location, get a coupon, place an order, and even request information on franchise opportunities. How can you lose with all that? Here’s a nice demo of the app:

So (now that I’m done with the Oneupweb pitch), here is my frustration. I have scoured Google and the iPhone app store trying to find apps for some of my favorite food franchises. Very few are in the game. This is troubling for the late adopters because the companies that are in the game are succeeding and leaping further ahead. At this point, if you are a pizza chain and you don’t have an app, you are behind. I suppose a day may  soon come that franchisees and their customers will group together and explain to the franchisor what is missing. Perhaps then some of you will catch up.

Having an iphone app will help you stay in front of your busy, on-the-go customers (and maybe the couch potatoes, too). Give them what they are hungry for—a tasty quick meal that is easy to come by.

Now, let’s see, almost time for lunch. I will just load my Pizza Hut iPhone app and place an order. I will be eating soon. Thanks, Pizza Hut, for being modern!

I’ll tell you the first thing I am tempted to do, every time: hide. Instead, I’m sure to do the right thing, because I’ve been taught to do it, practiced doing it, and been rewarded for doing it.

And the truth is, if you are doing anything significant, it will be noticed by others, for better or for worse.

You notice, right? There are people you expect to be smart enough to know when they are about to do something frightfully stupid—and to stop. Examples on my list with which we are familiar include the “grocery shrink-ray”, out-of-control congressional spending, and (as a software developer, I have to mention) software patents. The fallen companies, would-be heroes or respected leaders in today’s news are only the most recent in a long line.

When I notice these things, I had better quickly remind myself, “Hello! They probably are as smart as you are! So what’s the difference?” The first difference has got to be that humble self-recognition, and the second, equally important, is accountability. Because no matter how smart you are, you will never see your own faults like someone else will.

If you don’t listen to your friends when they advise you to change course, any guess to whom you will soon be listening? That’s right, your enemies who are capitalizing on your lapse now that it’s gone public. I’m glad I have had people in my life (starting with my parents) who had the nerve to hold me accountable. Those times are some of the most painful memories in my life, but without fail ushered in new and exciting opportunities.

The same lesson holds true in online marketing and for digital marketing agencies. Accountability is key.  You should be working with an agency that is accountable for their work and the results it does or doesn’t provide. And, when working with an agency, consider the outside perspective they’ve been hired to bring to your brand. Do they provide adequate analytics package that gives a holistic picture of the digital marketing campaigns you’re paying them to create and manage? If not, they certainly should. And with the hundreds of platforms available today, there’s no excuse not to.  That, after all, is the beauty of digital marketing. It can be tracked and the results, good and bad, accounted for.

“So, if you think you are standing firm, be careful that you don’t fall!” – Saul of Tarsus

For his second birthday I wanted to get him a keepsake toy. Something unique, something that he’ll have forever, and maybe someday give to his kids. So where did I go to start my search? You got it—Google. I typed in “wooden toys” and started shopping.

The first couple of sites that I found in the search engine results page were not what I had in mind. But I was pretty sure I was where I needed to be when I arrived at  www.woodentoy.com—real wooden toys. I picked out several train pieces and placed my order.

However, when I first looked at the site I really wasn’t sure if it would be easy to use, or secure. Most users, at this point, would just click off of the site, and purchase similar items with a competitor. But I decided to stick it out, found what I was looking for, and placed an online order. More trouble—I did not receive any type of confirmation that it went through, which meant I had to call the company after all.

As this example shows, a lot depends on your site—especially the first impression. If a consumer doesn’t feel comfortable with the appearance and the function of your website, odds are high that they will go elsewhere. Not only do your products need to look good, you want your site to welcome your customers. And for me, feedback is very important. When I place orders, I want to know when I can expect them, and a confirmation that they were received.

The train arrived this past week (as you can see above) and it is more than the pictures or words described. The toy maker really has a great gift, a real one-of-a-kind. I’ll definitely place more orders in the future. I just wish I had a confirmation that they went through.