My 74-year-old mother has been online for almost a decade

The time had come for my husband to part ways with his home-grown, nurtured, and impressively functional PC. Rather than send it to recycling heaven we decided to ship it to my mom – who became a widow not long after my parents moved to Florida – about 1,300 miles from the majority of family up in New York.

My mother, who never had a computer before, was wired in no time. She took to the web world like a bee takes to honey. Through the years, my husband fielded her tech support calls (I was backup), which became less and less frequent as her computing skills and online agility grew. During my last visit, the hard drive on her second computer, a new Dell, bit the dust – which was either good or bad timing depending on how you wanted to look at it.

Dell had a replacement delivered the next day. The tech installed it in record time and blew out the door. When it was time, we fired it up. No luck. Shoot, I thought – thinking about my flight out in two days. My mother suggests calling Dell’s support line. So we call support and I start the “conversation” because I’m the one who knows about such things…I’ve been there before, you know.

After about a half hour talking with a young man from India with an Anglo name that I can’t recall, I’m getting a little testy. It wasn’t so much the communication barrier (Ok, that’s “L” as in Larry…Do you mean “L” as in Llama? {or maybe Lama?}) that was causing my anxiety as it was the clock ticking down on my departure to the opposite coast (yeah, right!). And it kind of went downhill from there – that’s when mom took the phone and restored some semblance of helpdesk order. I walked out to insure that I didn’t interrupt anymore in my zeal “to help.” Soon I overheard them talking nicely, congenially. With patience and respect.  OK. I pop back in. The call continues…now we’re wiggling wires and switching this and flipping that – no luck. We try one last thingy-dingy and it works. Mom says good bye to her friend in India and informs me that I need to learn how to be nicer if I want to have better service. Touché.

That particular visit was pivotal for a few reasons. Like a new hard drive, my mind was fully scrubbed of old stereotypical notions about senior adults and computers. I witnessed first-hand my mother’s competence and comfort in resolving the hardware snafu. And I was reassured – one last time – that when it comes to personal computing, my mother was definitely up for the good, the bad, and the ugly (in this case, my helpdesk phone manners). In the end, the benefits of being online far outweighed the hassles of maintaining the technology.

AFTERWORD: Recently I called Delta to change an international flight seat assignment, which wasn’t showing for some reason online. When I connected with the helpdesk agent in India, I was patient and friendly. And I also got the seat I wanted.  🙂

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Dear A-listers: Have you visited your blog lately?

Do the requirements for a user-friendly blog vary all that much from a user-friendly website?

Folks, I gotta pipe up. It can be pretty painful visiting some of the A-list blogs out there today. My pain comes from experiencing – over and over again – stinging instances of poor usability and functionality. In social-sphere terms, this translates to “lack of hospitality.”

Your blog is like a house. And your content – which is quite yummy – is what you serve to your guests. Your blog’s usability and functionality are two of several key elements that define your hospitality. 

Consider conducting a professional audit of your blog’s current level of hospitality – and do so from the viewpoint of new-to-the-blogosphere visitors (who are, after all, still the majority). Here’s a basic starter checklist that relates solely to usability and functionality – both of which will create your foundation for improved hospitality. If anyone wants to add to this checklist, please feel free to do so.

Usability and Functionality:
The Foundation for Creating a Hospitable Blog

  • Don’t make the guest wait at your front door:
    • Fast-loading home page – ?
      Seriously, some blogs are taking what seems like “days” to load.
  • Provide free reign to explore your home:
    • Search Engine functionality – ?
      Don’t force folks to page through and manually scan years of archived posts to find a quote, learn more about you, or explore a particular topic.
  • Let your visitors read your diaries:
    • Easy and Simple-to-Use Access to Archived Posts – ?
      Yes, your pearls of yesteryear are just a valuable as those you dispense today.
  • Don’t renege on invitations:
    • Fix Broken Links – ?
      This is Usability 101 stuff, but why are there still so many broken links (including those that ask guests to “register here”)?

While any blog (including my own) may unwittingly cause usability pain, I am noticing the trend more frequently among popular blogs (Perhaps because I visit them more often? Or maybe because I expect more? You tell me…).

These are the blogs that, by virtue of their sheer traffic volume, have the power and resources to lead by example, sway opinion, and provide a truly hospitable experience for guests – on a grand scale. And your guests include members of the mainstream media who are trying to learn more about the blogosphere and understand your role as an influential communicator in our world. It behooves you to make it easy for them to move about your home.

Why, you may be thinking, hasn’t my loyal following told me about this pain? Well, I can’t speak for the rest of the folks, but I will go out on a limb and offer this: Transparency or not, if a guest is in your home – chances are they will be too polite to say that they have issues with your home (particularly if the prospect of “link love” beckons) or to dis you for your lack of hospitality.

Obviously my appeal is not directed at every A-list blogger out there. But it can be directed at any blogger, A-list or not – both those who are passionate about blogging as well as those who consider it a “necessary evil” (you know who you are) – who haven’t visited their own site, as a guest, in months or even years.

Overall, however, it seems to me that the marketing-focused blogs have a tendency to be much less painful than the others (not really a surprise). And if I were to award a Grand Prize for the blog that was completely pain-free, from a usability and functionality perspective, it would go to Seth Godin (again, no big surprise). He even says “Click on my Head” which actually takes usability to the extreme – never a bad thing though.

Regardless of the usability condition of any of our blog homes, I am still very grateful to be a guest every day. I’ve learned a great deal from all of you in the blogosphere – from the A-listers to the zealous newbies.  I value your content – your insight – your expertise – your humanity – your advice – your comments – your feedback – your companionship – and your leadership.

Shoot, I think I just buried the lede.

SPECIAL NOTE: As I was finishing this post, I saw a tweet from Katie Paine that said: “pet peeve: #1 blogs that make you register in order to leave a comment. it’s like demanding a biz card before starting a conversation.” 

I’m grateful for her comment because it continues the discussion about improving blog hospitality –albeit from the perspective of communication exchange, rather than usability and functionality. However, like the still-untouched topic of design, this one will require a whole other conversation. Stay tuned…   

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5 guiding principles for marketers

Staying on top of the evolving social sphere, increasing internal mindshare, putting out fires, and managing information overload are just some of the challenges we face as marketers. As a result, it can be a struggle to maintain a sharp focus on priorities, make quick decisions that are effective, and strategically prepare for the future.

Here are five “overarching” principles that will help guide you in your efforts to focus, plan, prioritize, justify, and make rapid-fire decisions about all your marketing endeavors.

1. Map your marketing plan directly to your organization’s mission and business plan goals – This principle is #1 for a reason: It will insure that you’re always on the right track. It will also help you focus and prioritize.

2. Maintain a customer-centric focus in everything you do – If an idea, program, or strategy is not “customer-centric,” then scrap it. A “customer-centric” focus is one that is based on customer beliefs, wants, behaviors, needs, desires, feedback, conversation, etc. Note: Be sure to include a definition of your “customer” (which can include existing, prospective and former customers) in your marketing plan – even though this might seem like common knowledge within your organization.

3. Make data-based decisions – Don’t make decisions without data, if possible. Data-based decisions provide much-needed validation and justification, and require less time for deliberation. “Data” in this case can mean anything ranging from an industry research report, marketing book or blog, and program analysis to pinging a colleague or committee for feedback and surveying your customer base.

4. Measure and track programs – Executing a program without knowing the results is like throwing budget dollars into the wind. Setting up a mechanism for measuring and tracking programs may take extra time up front, but the payoff is invaluable. In the end, your new process will save you a great deal of time and spare you from guesswork when making decisions. Also, knowing the results of your programs is a key factor for determining ROI – which, in turn, will help you effectively plan your budget. By analyzing your results you can also better plan for the upcoming year. Note: Be sure to establish a “baseline” metric before launching any new programs and initiatives.

5. Make it a habit to ask “Why?” – Don’t be afraid to ask “Why?” and ask it often. This will open new channels of communication, windows of opportunity, and access to interesting and valuable information. Some of your biggest surprises and insights will come from asking this tiny question – whether to yourself or others.

NOTE: This post is based on my original response to a question on LinkedIn about “avoiding marketing mistakes.”

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Yes, WordPress does rock

I have warm fuzzies.

Although some of these feelings came from a recent “super quick” response to my question in “Forums” and seeing the new Monotone blog theme, my overall fuzzies are the result of my comprehensive experiences with WordPress over the past year.
 
I am very happy to have a WordPress blog. And I’m lucky to be a part of the WordPress community. Folks here rock – from the forum participants to the developers. Best of all, WordPress is always improving and evolving. And did I mention it’s FREE?

Lucky, indeed.

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The new black: Energy efficiency

Check out Blackle, a new search engine powered by Google. Blackle is devoid of color with light – so less energy is required for display. Although it seems like the actual energy saved might be miniscule, the numbers add up pretty quickly based on volume. You can see the running tally right on the homepage.

Another bonus, according to the site: “Seeing Blackle every time we load our web browser reminds us that we need to keep taking small steps to save energy.”

Now that’s cool…especially since our biggest long-term energy savings will ultimately come from changing our behavior and habits – which, coincidentally – is also our biggest challenge.

Thanks to tiny gigantic for bringing this “armchair activism” opportunity to light.  😉

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