eXtra inQuiry

Web Marketing Manager

Craig Huffstetler — Thu, 06 May 2010 00:30:43 +0000

I started a new position last Tuesday (April 29, 2010) as a Web Marketing Manager for an eCommerce SaaS company. I will most likely have blog write-ups in this interest area as we continue for my own mind-share efforts as well as to get some opinions from you, the audience. So, please sound off.

How exactly does one define web marketing? Well, in a few concise bullets:

Maintain and identify strategic lead generating opportunities for said company online;
Identify measurable goals for online marketing campaigns to integrate with current web site or social media campaigns;
Begin new online campaigns (social media, current web site, etc.);
Write engaging content (“content strategy”) that is search engine optimized and is targeted towards the audience(s) of the company;
Competitive analysis is generally involved (how can you do any of the above if you don’t know your competitor…or audience?);
Be creative and come up with new, innovative ideas to promote said company in the space you are aligned in.

I know this is broad, but hopefully some of the upcoming posts will show exactly what I do and my thoughts on how to do it.

Watching, Reading, Listening…Enjoying

Craig Huffstetler — Mon, 19 Apr 2010 23:32:54 +0000

So, what have I been watching?

Quite a few films a shows. I think I’ll touch on just two.

A friend across the pond introduced me to Truly Madly Deeply. I can sum it up by saying: quirky, entertaining, enlightening and romantic. I absolutely adore it. I love discussing films whilst watching them. This is much easier online than in person for obvious reasons.
Velvet Goldmine. Two words. Big Impact. Big names. If you have not seen it, I recommend that you do. I really enjoy the cinematography, the glam-rock elements and the historical aspects. You will be glued to the screen. If you miss a piece, you may miss the entire film. I love the portrayal of gender, societal perceptions, family perceptions and value systems, romance (and sometimes lack thereof), and pop style. Hats off to the director.

Listening to?

Well, according to last.fm I’ve been listening to a lot of Dido, Florence and the Machine, IAMX and Goldfrapp; however, I need to follow that up by saying one word: “Glee.” I would say that’s pretty accurate.

Reading?

Check out the new side bar.

Other things…

Stay tuned. Been quite busy, I might post some pictures!

MGMT’s “Congratulations,” a Hike, & the Weather

Craig Huffstetler — Thu, 01 Apr 2010 19:50:00 +0000

I’m really looking forward to this weekend. I get to finally go hiking in M.A.! I feel more fit to actually do it as well (good thing). It’s supposed to be near 70 degrees, finally. I can’t wait. I also learned of something new, to me, called “hashing.” The best way to explain it is an outdoor activity with a group of friends. It’s when a group of friends get together for a social, athletic (non-competitive) event, and have a few drinks…kind of. It’s hard to explain. HOWEVER, you can read about one majorly well-known international hash group here. So, now I’m determined to this with a group of people one day. I think it would be exhilarating. Of course, the first time I do this I would start out as a hash virgin. But whatever.

MGMT’s new album, Congratulations takes some getting used to. It is not as “upbeat” as their last album, Oracular Spectacular. Don’t get me wrong, some songs are more upbeat than others; however, the album in its entirety is going in an entire different direction than the synthesizer sounds of their last album (like Passion Pit, for example). They are using more instruments and less effects. I had to listen to it about 5 or 6 times, as I usually do, to get a feel for it. However, I like it now. I think it’s a good summer album.

Nine – A Movie Review

Craig Huffstetler — Sun, 28 Mar 2010 00:21:24 +0000

The night is young and so far I’ve done laundry, walked the dog, had wine, a protein bar, some pizza. The usual. But I started to watch Nine. It was recommended by a friend. So far I am thoroughly enjoying it. What a cast of actors and actresses it has! I can see, so far, why people compared it to Cats or Chicago. The film really comes down to one thing and it lets it’s audience know that at the beginning: HI GUYS. I’M ABOUT FILM MAKING. It’s like that throughout the entire film. I actually enjoy this part throughout the film.

The oscar-winning cast is great. The main characters give the film -some- emotional depth (i.e. Judi), but I didn’t find much emotional depth in any of the characters. I found it greatly lacking it that respect. Characters: Judie Dench is excellent as usual, Fergie can sing (obviously!) and she’s great in the film, Nicole Kidman can’t do an accent in this film to save her own life (but is beautiful as usual)…Daniel Day Lewis does a pretty good job at his role, but I feel it could have been more heart felt. He felt disconnected.

Overall, the choreography is great and the cinematography is great. I really like how it weaves in and out of time limes during the musical scenes. Some movies can do this and some movies can’t. I give it 7.5/10!

Oh, and by the way, I don’t watch all musicals. Just as of late, apparently.

Ramblings about today & yesterday

Craig Huffstetler — Thu, 25 Mar 2010 23:10:45 +0000

So, my work-out routine has finally taken shape and it begins with a 15 – 20 minute walk/jog/run (2 minutes “walking,” 1 minute “jogging” on and off). I’m pretty proud of this considering I started no where. I never thought I would even be doing one mile let alone three in a week. And no, this isn’t vain. This is just a pat on the back to myself and to wherever is reading this. If you think it’s vain, I don’t really care.

I’m actually finally starting to notice a difference not only physically, but mentally, which is refreshing. I think this is just a self affirmation that I need to go to the gym. I should have started a long time ago. I don’t know why I didn’t.

IN OTHER NEWS: I wish Whole Foods had a nibbling policy that, well, allowed nibbling. Because every time I go there and buy food from their hot/cold bar I end up with $12.00+ of food. And no, I don’t weigh it. So, of course, it’s all my fault. But regardless, I want to nibble. It could be done in a sanitary way if they wanted. I’m sure people would buy more that way.

I had my second job interview this week (all went well with all three), the third is tomorrow. I’m actually mostly looking forward to the one tomorrow because the company fits me the most. We’ll see though.

I also discovered some great new music with a friend last night. So, on that note…

– HELLO Whole Foods…food. Hello, wine. And hello, Little Boots, Stereophonics and Gabriella Cilmi!

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Un Prophète – Small Review & Across the Universe

Craig Huffstetler — Tue, 23 Mar 2010 20:38:32 +0000

Un Prophète is a must see movie. Jacques Audiard directed a great film full of stunning elements. It really pulled the audience (well, me in this case) back and forth emotionally. Oh, I should probably let you know now the movie is not for the weak stomached. At times it was hard to watch, but at the end you come out feeling like you learned something. Un Prophete is full of blood and violence, but it’s also full of heart. There are quite a few fundamental lessons in it. That’s why I liked it. It pulls you from one spectrum of your emotions (caring, gentle, understanding) to another (murder, etc.). It’s riveting in that aspect.

Now I need to watch Read My Lips.

Oh, and while I’m on the subject. If you haven’t seen Across the Universe — see it.

Preview:

Absolutely. Adore. It. Oh, and you’ll notice the Beatles references everywhere. It’s a beautiful film.

“Music is the only thing that makes sense anymore. Play it loud enough and it keeps the demons at bay.”

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A Rainy Saturday…

Craig Huffstetler — Sat, 13 Mar 2010 20:14:18 +0000

It’s a rainy Saturday in Boston, but that’s not really keeping me down. I decided to sign up for another gym (my trial membership at Bally’s is about to expire). So, I went with Boston Sports Club. Funny story – I’ve been a member there before, however I never went. It had to do with fear of the gym and a health problem at the time. I think in the beginning though, before the health problem really set in, it was just my internal fear that I talked about earlier. I think I’m getting over that pretty fast.

On the way back picked up a yummy taco from Taco Loco. If you’re in the Boston metro area and haven’t tried Taco Loco, give them a bite. They’re excellent. Now I think it’s movie time or maybe a book. What movie? I’m thinking Un Prophète.

Preview below:

I’ll get back with a review later on.

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Gym – Step 1 (Free 7 Day Membership)

Craig Huffstetler — Thu, 11 Mar 2010 02:55:30 +0000

Well, I started going to the gym. I went to the gym on and off through the years. It started in college. Doesn’t everyone start in college? I think I’m a bit different though — I have a fear of gyms. For multiple reasons: what other people think of me, the locker rooms, — I guess I’m just terrified.

Well, I’m trying to break that phobia. Plus, I just want to be comfortable with myself. No, I don’t want to be a raging hulk. Yeah, I want to have nice pecs and some nice biceps…who doesn’t? But, most of all, I want to conquer a fear. One step at a time, right?

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This Year – Music, Thus Far

Craig Huffstetler — Tue, 09 Mar 2010 02:22:32 +0000

So, yeah I know we’re well into 2010. But, I decided to start posting more starting now. Anyway, I’ll start with some songs.

I’ve decided to be more “upbeat.” So to be more “upbeat” some songs that make me happy:

Cheers!

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Online Marketing Summit Whistle Stop Tour – Boston, 2009

Craig Huffstetler — Thu, 04 Jun 2009 18:04:52 +0000

I attended the Online Marketing Summit’s Boston stop of the 2009 Whistle Stop Tour. I must say that it was simply amazing. I attended on behalf of Internet Strategy Forum (ISF, for short). I was grateful for this (thanks Aaron Kahlow who is at the helm of OMS). Trust me. This in no way affects my criticism of the event in the following paragraphs.

First of all, if you’re not familiar with the Online Marketing Summit, and you have anything to do with the Internet, then you should be. Besides the conference, OMS is constantly evolving (just like Online Marketing) and if one organization is keeping up with the curve — its them. See for yourself by following their blog or twitter feed.

The conference itself encompassed everything from e-mail campaigns to proper website design techniques to social media marketing topics. It had something for everybody because it was divided into three tracks: basic, intermediate and advanced. You chose where you wanted to go throughout the day minus the keynote, lunch and the “Big Brands, Big Plans” Panel. The Panel is where Chris Howe, Director of Online Marketing and User Experience at Avid Technologies, spoke (sponsored by ISF). The panelists were amazing and I was very impressed with their answers. I’m glad that they weren’t the standard answers that I almost came to expect. These people knew what they were talking about.

I started the day by going to “Planning & Strategy.” It was labeled as “beginners” on the agenda, but I wanted to see what was in store. Michael Weisfeld basically covered:

The marketing landscape trends (which anyone, and I mean -anyone-, needs to know if you’re embarking to either make a website, or run a company).
Why strategies of websites fail. I generally love to see why websites fail — people learn from their own mistakes, we all know this. So, we can learn from others too.
User-centric design. Catch-phrase? Maybe. But it’s relevant in today’s world. If you aren’t design for the user visiting then don’t even bother designing. You’re wasting your time.
Then he went over the website strategy process. This was the “meat” of the presentation and great to follow if you are new. He added some to the process, and reiterated some points.
OVERALL: Know the website strategy process and know what your customer’s want. Also, know what’s in now (video). Use it to your advantage.

Great job Michael!

This exceeded my expectations. I actually learned quite a few new tricks of the trade, concerning web sites, from Michael Weisfeld.

Next up, I’ll give you a taste of the fourth session I attended: “B2B Marketing Roadblocks and How 6 Marketers Overcame Them.” This was presented by Corey Williams, Vice President of Emerging Markets, Silverpop.* He cited a lot of statistics. This was great. People get to bring these back to their management teams or their clients at the end of the day and say “Here. Look at these numbers or listen to this.”

According to Brainshark (a source cited often at this conference) roadblocks for marketers are generally the ability to track and score (for their management team): leads. Who would’ve guessed it? So some general roadblocks he pointed out from Brainshark were:

Alignment.
Scoring Leads.
1. How do you score a lead?
  1. Frequency, recency, fine-time your system over time.
Nurturing leads (and having a set strategy to do so). I myself am all for automation and this is a key area where automation is your friend! How do you nurture yours? Do you automate this? How?
The last, but not least roadblock, was: monitoring the pipeline. If anything this was the most involved. Think about it. How do you monitor yours? Do you have tips for others?

I didn’t give away half the points or even half the presentations I went to. I only gave you a taste of what I witnessed here. I’d love to here from you in comments. What do you think? Can you answer some of the hard questions in the industry right now? I’d love to know how you score leads, nurture leads, etc. It’s a great conversation to be had.

I learned something from just about every person I heard in the sessions. They were intriguing, eye-opening, and appealing. Not only were they engaging, but they also cited many statistics that I could take home with me. At the end of the day I felt like I left with the a plethora of knowledge I could not have gained anywhere else.

Next time this train stops in your city, and you’re in the marketing business or just want to learn, make sure you’re on it! I guarantee you will learn something new.

*On a side note I went to link to Silverpop’s management team page, but I could not find Corey listed. I only found their press release page announcing his promotion in July of ‘03! So, I sent them a message. Very odd. They should keep that real estate up-to-date!

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