Subscribe to feed

Smart Microwave SketchSo we’ve all been there.  Reading the tiny print on the back of a box of Lean Cuisine, trying to figure out how long to microwave, at what power level, when to stir, etc.  Isn’t the purpose of frozen meals  is to make our lives more convenient, not more complicated?

Enter Smart Microwave.  Hold up a box of Fish Fingers to the barcode reader, and Smart Microwave does the rest.  If your food needs to be stirred at some point, Smart Microwave will alert you via its display screen and automated voice.  While you are waiting, you can read useful sponsored information related to your meal, such as coupons, special promotions, and recipes, on the microwave’s display screen.

Background

Levees.Org is a not-for-profit grassroots organization founded by my mother and me in December, 2005, while we were exiled from New Orleans.  Our mission is education that the catastrophic flooding of New Orleans was a man-made federal disaster, not a natural one.  Today we have over 24,000 members and chapters in six states.

I have decided to share what we have learned in order to help other organizations and causes.  It’s important to note that none of this requires a social media professional.  Once everything is setup, the workflow is simple.  (If you need proof, ask my mother!  She’s been running our online presence for months now without any assistance from me.)

Top organic and referral traffic sources for Levees.Org over a certain period

Top organic and referral traffic sources for Levees.Org over a certain period

Conquer Google

Screen shot 2009-11-18 at 12.32.23 PMWe control 8 of the 11 links on the first results page on Google for [levees.org].  How?  Syndication is key.

  1. Syndicate content at all major video sites using TubeMogul.
  2. Syndicate Twitter and Blog feeds in as many places as possible, such as Facebook, Myspace, Tumblr, Friendfeed, LinkedIn, Plaxo and more.
  3. Cross post on other blogs.  We do this on NOLA.com.  (Bonus: these posts sometimes appear on Google as “news.”)
  4. Pay PRweb to publish press releases on various sites.  (example)

Dominate YouTube

We used to host our own videos using a paid service.  Big mistake.  Now we host all of our videos for free on YouTube, where they can go viral.  Consequently, YouTube is our #4 top website referrer, sending mostly new visitors.

Our primary goal is always to be featured on the YouTube top-100 lists.  Here’s how we get there:

  1. We’re never shy about asking our members to login or create accounts at YouTube to rate, “favorite,” and comment on our video.  We even use YouTube annotations over our video to point to the rate button.  As a result, our videos are often featured as the highest rated or most commented-on videos.
  2. Whenever we upload a video, we immediately do a massive push to drive as much traffic as possible.  We give our members a 24-hour timeframe to watch the video and send to their friends, and we even coordinate these efforts in advance with bloggers.  As a result, we make it to the top-100 “viewed today” page more often than an organization our size should.

    Levees.Org takes the #4 spot on YouTube News & Politics, competing with popular topics such as Palin, Obama, and the Viacom/YouTube lawsuit

Levees.Org takes the #4 spot on YouTube News & Politics, competing with popular topics such as Palin, Obama, and the Viacom/YouTube lawsuit

Leverage Wikipedia

Most people don’t think of Wikipedia in their social media marketing efforts.  They should.

Wikipedia is our #2 top traffic source and #1 referrer; nearly 5% of our traffic comes from Wikipedia.  This is because our members have placed Levees.Org links under the external links section of relevant Wikipedia articles.  Along with adding links to articles, we have spent time improving articles and interlinking related articles.

We’ve also created entirely new articles, such as Flood Control Act of 1965.  It didn’t take much effort; the article started like this and was expanded by the community.  In fact, we didn’t even add our link to that article; someone else did later on.

Levees.Org is listed as the first external link in many relevant Wikipedia articles.  The YouTube link (#4) is to our video.

Levees.Org is listed as the first external link in many relevant Wikipedia articles. The YouTube link (#4) is to our video.

Rethink Conversion Goals

In 2005, all that mattered to us as far as social media was collecting e-mail addresses.  We did a great job at this thanks to the help of Internet Marketing expert Ken McCarthy.  However, eventually we realized (as Ken McCarthy finally has as well) that people aren’t using e-mail as their primary form of communication; many young people don’t seem to be using it at all.  We now think of gaining Facebook and Twitter followers as important as collecting e-mail addresses.

We redesigned our website to focus on social media.

We redesigned our website to focus on social media.

Why to feature content based on conversion rate

It is common to feature links to the most popular pages of your site on the homepage.  For an example of this, see Real Celebrity Profiles.  However, there are a two problems with this technique:

  1. Once an item enters the most popular list, it usually remains there due to increased exposure.  Over time, it becomes increasingly difficult for new pages to become featured.  (For example, Miley Cyrus has always dominated Real Celebrity Profiles’ homepage.)
  2. The most popular pages usually do not have the highest conversion rates.

One alternative is to feature the content with the highest conversion rate.  A natural selection will then take place.  When a page with high conversion rate is featured, odds are that the increased exposure will ultimately lower its conversion rate.  It may fall off the featured list within a minute of entering.  This creates a survival-of-the-fittest competition, until finally pages that retain high conversion rates despite being popular are the ones being featured.  High conversion rate + traffic = many conversions.

How to feature content based on conversion rate

1. Use Google Analytics to track conversion goals

If you do not have Google Analytics on your site, sign up and install it now for free.  You will need to setup Google Analytics to track conversion goals before proceeding.

Unfortunately, the Google Analytics API does not allow you to access your Adsense revenue data.  If your conversion is Adsense clicks, read how to setup Adsense as a goal in Analytics.

2. Download Google Analytics PHP Interface

Download the latest version of GAPI and upload gapi.class.php to your web directory.

3. Place the Featured Content List code on your site

Copy and paste the code below onto your site, wherever you’d like the Featured Content List to appear.  All you need to fill in is your Google Account email and password, and your site profile ID.  To find your profile ID: login to Analytics, view your profile, and find &id=##### in the URL.

You may optionally edit other parts of the code.

<?php
// For help, visit http://stanfordrosenthal.com/?p=95

define('ga_email','Your Google Account Email');
define('ga_password','Your Google Account Password');

// To find your profile ID, open your profile in your browser and look for &id=##### in the URL.
define('ga_profile_id','Your Site Profile ID'); 	

require 'gapi.class.php'; // relative URL to GAPI

$ga = new gapi(ga_email,ga_password);

// Change '1' to 2, 3, or 4 depending on which goal you are measuring.  Use goalCompletionsAll for all goals.
$goal = 'goal1Completions';

// Modify begin date if you'd like YYYY-MM-DD
$beginDate = '2005-01-01';

// The number of links you'd like to appear
$limit = 5;

// Through today's date
$endDate = date('o-m-d');			

echo $endDate;

$ga->requestReportData(ga_profile_id,array('pagePath','pageTitle'),array($goal),'-'.$goal,'',$beginDate,$endDate,1,$limit);
?>

<ul>
<?php foreach($ga->getResults() as $result): ?>
<li><a href="<?php echo $result->getpagePath() ?>"><?php echo $result->getpageTitle() ?></a></li>
<?php endforeach ?>
</ul>

Notes

It would be ideal to cache this list to speed up the load time of your site.  If you get more than 10,000 pageviews per day, you will need to implement caching in order to stay within your Google Analytics API quota.

Please leave comments below with your suggestions, questions, or comments.

If you use this technique successfully, I’d love to hear from you.

The historian of science may be tempted to exclaim that when paradigms change, the world itself changes with them

Thomas Kuhn, Black-body theory and the quantum discontinuity

Thomas Kuhn, famous for his work The Structure of Scientific Revolutions, examined the history of science and concluded that humanity’s perceptions of the world change as science develops.

Mehran Sahami (above), a “Googler” and a lecturer at Stanford University, tells his students, “It’s like you are geometers… living in the time of Euclid.” We are going through a scientific revolution comparable to the one Euclid pioneered 2,300 years ago.

And we are going to have to rethink some things. Langdon Winner writes in The Whale and the Reactor, “New worlds are being made… it simply will not work unless human behavior changes to suit its form and process.”

New terms in ICT such as cloud computing and Web 2.0 exemplify the changes that we are currently undergoing. Nearly every action an Internet user performs is recorded, stored, analyzed, and shared with other websites. Each user action on the web creates a butterfly effect, resulting in unintended results such as the action being published on the user’s Facebook wall. This makes the cloud exponentially more powerful than humans. Furthermore, the cloud is so complex that no one can possibly ever know where their information is going. This blog post may (hopefully) get shared on Facebook, posted to Twitter, and then emailed to someone. In that process dozens of mashups will have collected and stored this blog post, or at least a link to it.

What does the cloud mean for society? Surya over at the Silent Eloquence blog pointed out a year ago how the cloud changes an individual’s thought process. In the past if I were to write a journal (I believe that is what we used before blogs) entry about the future of society, I would probably draw a mindmap connecting various thoughts and reflect on my own experiences in society and my own thoughts and ambitions. Today if I were to write a blog entry on the future of society I would probably Google a term such as [future of society]. Odds are that my Google search will provide me with more than enough inspiration to start writing. This clearly marks a dependence on the cloud for basic thought processes.

A few months after Surya discussed this, Wired Magazine ran a cover story titled, “The End of Science.” Wired came to practically the same conclusion as Surya, except on a much larger scale. They believe that this use of data as a first-resort will replace the process of hypothesis. An interesting example is the software that Google uses to translate web pages. Before computers a linguists was required to understand a language completely and even understand the cultures involved. Now, Google’s algorithms can take advantage of billions of cached documents to make sense of language mathematically. From the Wired article:

This is a world where massive amounts of data and applied mathematics replace every other tool that might be brought to bear. Out with every theory of human behavior, from linguistics to sociology. Forget taxonomy, ontology, and psychology. Who knows why people do what they do? The point is they do it, and we can track and measure it with unprecedented fidelity. With enough data, the numbers speak for themselves. (Wired Magazine, July 2008)

At this rate of progress, it is possible that linguists be as threatened as travel agents? As we communicate through Google Translation, we rely on an algorithm analyzing essentially the sum of all human knowledge. Most users will not be able to begin to comprehend what makes the translation work, but it does. This is merely one example of a complex system that we have created and will increasingly depend on.

Follow me

Tweets

Bookmarks

Photos

Olin LibraryPhishGreat American Building under construction