Q: How did you come up with the idea for your site, what was the trick to your immediate success?
SM: Dan came up with the idea. We all know people love list posts, so we thought it would be great fun to build a site devoted to great list posts, but with a consistent theme. We settled on 12 Most as the best alternative among the available domain names and we started building.

The main driver of our success with the site has been our amazing friends and community. They are the key to everything. Whatever 12 Most is and whatever it will become, we owe to them. We’re really just facilitators. We created an amazing place for our friends to hang out and write about things they are passionate and knowledgeable about. What could be cooler than that?

Q: What are the top 3 things that someone can do to increase their search ranking
SM: There are many things that can and should be done for success in search. In my opinion, the top 3 are these:

1. Ensure the site is built in a search friendly way (you’d be surprised how many sites still are not – especially among bigger brands)
2. Create amazing content that is informative and that lives to be shared.
3. Build great communities and get members to share and link to your content – frequently.

Q: Google’s criteria for search ranking seems to be a moving target, how do you keep up with the changes and make sure your websites stay high in the ranking
SM: There are many ways to stay on top of the changes. Immersing yourself within the search community is a critical first step. You can do that remotely by paying attention to the major search sites like http://Searchengineland.com, http://seomoz.com and http://searchenginwatch.com. Eventually you’ll want to attend a search conference or two. Try http://www.searchenginestrategies.com/, http://searchmarketingexpo.com or http://pubcon.com.

Q: Do you believe in paid search? Why/Why not?
SM: Absolutely! Paid search is a proven method of driving traffic and conversion to nearly any site. Many factors come into play when determining whether paid search should be a part of your online marketing mix.

Q: What is the key to building a community? How do you keep contributors engaged?
SM: Communication. Ironic, since I’ve been so busy and have let the ball drop on this recently. The key to any engaged community is to consistently communicate with them. Let them know what’s going on. Ask them for their help, when applicable. Celebrate the community’s successes loudly and consistently. Doing so will inevitably keep them engaged.

They love it, customers love it–it works. Now, next steps: work to facilitate more third-party feedback from influencers, i.e. the bloggers. Jockey is putting ever more emphasis on reaching out to the blogger community in multiple, constructive ways.

“We’re looking at bloggers as great conduits to our ultimate consumer targets,” says Mo Moorman, Director of Public Relations for Jockey International, Inc. “Much like traditional media, they are influencers who can provide valuable third-party testimonials.

“[Bloggers] have a following and [the goal] is to make sure the bloggers we work with are reaching the target consumers with whom we’d like to communicate.”

How Does Jockey Do That?

Lisa was kind enough to sit down with us and answer a few questions in anticipation of her session at the SMMS. Here’s what we learned:

Q: How would you like to see social media evolve in the next few years?
LM: Well, I’d love for it to slow down for a second so we can have at least one moment in time to feel like we’re not chasing to keep even close behind.  Kidding aside, we’re always working on ways to let our guests capture and extend their Museum experience at home, as well as share their museum experiences with others.  It would be great to see more opportunities to link exhibits/programs and social media.

Q: If you could give one piece of advice to this year’s summit attendees, what would it be?
LM: Make certain that the team(s) working on Public Relations, Marketing, Advertising, Social Media and Web are united on strategy, timing and messaging.

Q: How was the idea for “Month at the Museum” born? What were the goals you had in mind?  
LM: The Month at the Museum idea was a result of wanting to show the world how MSI had recently undergone a major, physical transformation and what makes us so unique is that we transform our guests.  We hear on a daily basis about how a trip to the Museum inspired curiosity, a love of science, a new career or idea etc.  We decided to experiment and see how 30 days could transform someone and let them share with the world what MSI is about.

Q: How do you think the campaign has impacted your community and the museum one year later?  
LM: We’ve seen countless results of sharing the Museum in a new and bold way, but one of the results we’re most proud of is how it inspired our guests.  For example, we heard from moms with young daughters who followed last year’s winner and they shared with us how their daughters got interested in science!  Our vision is to inspire and motivate all children to achieve their full potential in science, technology, medicine and engineering.  Month at the Museum for certain helped put kids and even adults, on that path.

Q: What do you think makes the strategy behind museum marketing campaigns different from campaigns for, say, a product you’d buy at the drug store?  
LM: Most simply, we’re marketing an experience and one that we hope will have a lasting impact on our guests and ultimately, the next generation of future scientists.  We need to deliver on being fun, educational, something for everyone and showcase that our guests will be an active participant in their time spent with us.

Don’t Say ANYTHING Electronically You Wouldn’t Want the World to Hear

NEVER and I mean NEVER send anything via an email, tweet, post, etc, unless you expect the world to read it – and potentially use it against you.   This isn’t the first time an agency wrote something negative about a client that got back to them, or sent an email that later legally incriminated the company.  I think Jose’s attitude was completely jerky and uncalled for.  Keep complaints inside the office walls if you must.  And better yet……

STOP Blaming Other People

If something like this happens to you, think about WHY it happened and what you could have done differently.  At a very basic level, Jenny was voicing her displeasure with a bad, misplaced pitch – and you know what, she’s completely right!! We work with bloggers on live, interactive programs and we’d never blind pitch anyone – EVER.

Be Respectful of Other People!

You know what baffles me?  Jose’s complete disrespect for other people.  Like a blogger should be happy they are on his radar?  PLEASE.  An agencies bread and butter is who they can connect their clients with.  That’s GOLD.  THEY should be glad a blogger would take time to read their pitch and answer it.  Also, Jose should remember that just because someone is just starting out, doesn’t mean they aren’t going to be huge in the future or that they might know people who have the reach he is looking for.  Being nice to everyone is just basic common decency and in the long run, will result in better relationships.

Take Time to Get to Know and Build Relationships with Bloggers and other Influencers

There are so many ways to meet and build relationships with bloggers and other influencers.   Go to blogger conferences, or better yet, sponsor a few!!  Blissdom, Evo, Type A and Shestreams are a few of our favorites.  Be a matchmaker, not fisherman casting a wide net.  Take the time to find out who the bloggers are, what makes them tick, the types of brands they would like to work with AND the types of programs and brands they wouldn’t work with.  It was PAINFULLY obvious that Jenny doesn’t like celeb pitches. When push comes to shove, a good relationships will rule the day!! It’s so much easier picking up the phone and asking someone you have a relationship with than to send a blind pitch if the product is right for them and leaving it alone if it isn’t.

If You Mess-Up, Give an Authentic Apology

People mess up, we’re all human and part of being human is not being perfect. Ego, is unfortunately a part of being human as well.  When ego kicks in, funny things happen.   In this instance it was Jose, giving a half assed apology, which was really just another opportunity for him to tell Jenny that she was actually wrong.  Just own up!! Words like – “You know what, you were right, that was a really crappy thing to do.”  Or  “Whoa, I completely overacted and I was wrong.  We never should have sent you that pitch given your stance on celeb pitches.”  I could go on and on, but you get the point.   A little humility goes a long way.

Say What You’ll do Differently Next Time

Once you’ve given an authentic apology, let them know what you will do next time!  Eg: “So I’m sorry and in a way, we’re glad this happened.  It made us realize that we need to take a look at our pitch process and make improvements.”

Really Make a Change

Just don’t blow smoke, change things and let your audience know you are changing things.  You might even want to try to make them be a part of the change – ask for their advice.

So hindsight being 20/20 this all seems so simple, but when you are in the heat of the moment, it’s sometimes rough to take a step back and look at things objectively.  Hopefully these tips will give some insights into setting up a system so something like this never happens to you.

(Optional breakfast sponsored by Calumet and Jockey.  Open to bloggers only)

9:00 am – 10:30 am – Blogger / Brand Breakfast sponsored by Jockey and Calumet Photo
10:30 am – 11:30 am – Power walk sponsored by Jockey!
10:30 am  - Noon – Photo tour sponsored by Calumet Photo

Bonus Sessions & Book Signing Party at Critical Mass (schedule subject to change)

2:30 pm – 3:30 pm – Registration, Networking, Red Carpet and Head shots
3:30 pm – 4:15 pm – Panel, Driving Traffic – SEO, Community Building and Beyond
4:15 pm – 4:30 pm – quick break
4:30 pm – 5:30 pm – 7 Day Video Challenge featuring Danielle Smith
5:35 pm – 6:35 pm – Community Management on the FLY with Southwest Airlines
6:35 pm – 8:35 pm – Book Signing Celebration Featuring Danielle Smith, Co-Author of Mom, Inc (Free Event.)  Pizza compliments of @ramon_deleon and Domino’s Pizza

Wednesday, October 26^th

8:00 am – 9:00 am        Registration / Breakfast
9:00 am – 9:15 am        Welcome
9:15 am – 9:45 am        Morning Re-Charge with Ramon DeLeon (Domino’s Pizza)
9:50 am – 10:35 am      Pepsi and Marketing to Women
10:35 am – 11:10 am    BREAK
11:15 am – 11:45 am    Power Session:  Month at the Museum (Museum of Science and Industry)
11:50 am – 12:20 pm    Power Session: Turning Facebook “likes” into Brand Love (Suite)
12:20 pm –1:30 pm       Lunch/Expo
1:30 pm – 2:15 pm         PANEL: Small Businesses Making a Big Impact with Social Media
2:20 pm – 3:20 pm         PANEL: Brand and Bloggers 201
3:20 pm –3:50 pm           BREAK
3:50 pm – 4:50 pm          PANEL: Mobile Social Panel

4:55 pm – 4:25 pm          Power Session – Aligning the Enterprise: Highlights of how the Kellogg Company approaches social media globally

4:30 pm – 5:00 pm           To be Announced

5:00 pm – 5:10 pm           Closing Remarks

5:10 pm – 6:10 pm           Networking Party

*speakers and times subject to change

Meet Entrepreneurs Aliza Sherman (founder of Cybergrrl, Inc., Webgrrls International and Mediaegg) and Danielle Smith (founder Danielle Smith Media and ExtraordinaryMommy.com) who have joined forces to write a book that helps women who are already moms (or are thinking about becoming moms in the future) learn how to take charge of the family/work balance by starting their own businesses. Mom, Incorporated is a holistic, user-friendly book that draws on Aliza and Danielle’s own experiences as well as the experiences of other moms who’ve started their own successful businesses.

You’ll get a free copy of the book with the paid $99VIP Blogger Ticket!

A HUGE shout out to our Blogger / Brand Breakfast and Book Signing hostesses @SassyMomChicago and @selfmademom

REGISTER TODAY!

Meet with brand representatives from Jockey and Calumet while you enjoy breakfast with other bloggers and social influencers. After breakfast and mingling you’ll have the option of going on a power walk lead by a fitness expert or a Photo tour lead by Teresa Peek who will show you how to enhance your photography skills by taking photos from a different perspective.

Jockey is interested in meeting influencers who are brand advocates and could serve as ambassadors and Calument is looking to meet influencers and other great people who are passionate about or interested in learning more about photography.   All in all, they are both looking to meet some great Chicago people!!

REGISTER TODAY!

We just added two VERY cool session to our summit line-up. This event just keeps getting better every day. Space is limited so register NOW!

Blogger/Influencer Breakfast sponsored by Jockey and Calumet Photo

Meet with brand representatives from Jockey and Calumet while you enjoy breakfast with other bloggers and social influencers. After breakfast and mingling you’ll have the option of going on a power walk lead by a fitness expert or a Photo tour lead by Teresa Peek who will show you how to enhance your photography skills by taking photos from a different perspective.

Jockey is interested in meeting influencers who are brand advocates and could serve as ambassadors and Calument is looking to meet influencers and other great people who are passionate about or interested in learning more about photography.   All in all, they are both looking to meet some great Chicago people!!

Danielle Smith – Mom, Incorporated Book Signing (FREE EVENT)
Mom Incorporated, is an essential read for anyone looking to start their own business. Meet co-author Danielle while she shares her wisdom about how she took an idea to a thriving business. Walk the red carpet, take advantage of our photographer to update your avatar or profile pic and mix and mingle with the best. There is no charge for this portion of the evening and we are thrilled to support Danielle as she launches her first book.

 Register Today and use code: wcsfan to save 20%

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Want to take your community management to new heights? Register for the 2011 SMMS today!