Bridget Willard | SaaS Marketing Agency

Author: Bridget Willard

  • WordCamp. What is it? Why should you go?

    WordCamp. What is it? Why should you go?

    You use WordPress but have you heard of WordCamps? Though it sounds like a Words With Friends Tournament, it’s a WordPress conference. A lot of my friends ask me what WordCamp is.

    Some people are confused by the name. They either think it’s a Words with Friends Tournament or a Bible-based camp. It’s none of those. WordCamps aren’t necessarily even the place to learn how to use WordPress.

    WordCamp is an event centered around the open-source software called WordPress used to build websites. The intent is to learn about trends, use cases, and network with your new friends.

    Is WordCamp Only for Website Builders?

    No. WordCamps are for anyone who works in marketing. Website builders (they call themselves WordPress Developers) are also in marketing.

    The hub of your social media efforts should be your website. WordPress is a perfect platform for small businesses and hobbyists like myself.

    Sidebar: What should you get out of WordCamp from the WPwatercooler gang.

    I chatted with Adam of Blue Steele Solutions about WordCamp here:

    My WordCamp Origin Story

    In 2013, my friend Pam Aungst of Pam Ann Marketing recommended WordCamp Orange County. She and my friend Carol Stephen of Your Social Media Works bought tickets. We didn’t know what WordCamp was at the time, but we trusted the recommendation from Pam.

    It happened that she couldn’t attend that year, but Carol and I have been going ever since.

    Read some of our recaps here:

    What Does WordCamp Offer?

    There are several different tracks available. Classes appeal to developers, designers, new-to-WordPress people, and businesses. There’s something for everyone.

    Even as a social media nerd, I always gain something. It could be that I’m inspired to blog more. Maybe I’m learning about value. Maybe I’m rethinking contracts.

    Regardless, if you want to learn, you can. Just because you’re not a website developer, doesn’t mean you shouldn’t go. Many small businesses use WordPress to DIY their website, not to mention the fact that many social media professionals are themselves small businesses who blog.

    There are several other blogs by more seasoned folks than myself, but here’s my two cents on how to get the most out of a WordCamp.

    What Do I Need to Know About WordCamp?

    Research Your WordCamp

    Research the Speakers. Follow them on Twitter. Make a WordCamp list.

    Find out what they’re about. You should check out the schedule ahead of time but titles can be misleading. Sometimes a speaker is known for being a great speaker. You can always check other classes you missed on WordPress.tv.

    Go to WordCamp With A Friend

    WordCamp is way more fun with a friend. Way. More. Fun.

    Honestly, I sometimes worry Carol and I will get kicked out for tweeting and giggling like girls in 6th grade homeroom.

    But seriously. It can be intimidating to walk into a room full of unfamiliar faces. Yet, to the untrained eye, they seem to know one another.

    A friend can help you enjoy the experience in so many intangible ways.

    Also, it’s easier to meet new people if you’re already a pair.

    WordCamp is About Community

    You’ll hear a lot of people referring to the “WordPress Community.” It’s not a cult, I promise. WordPress is an open-source software that people build around (developers).

    It’s heavily sponsored so anyone to can attend. This gives WordCamp accessibility, regardless of your budget.

    WordCamps are put on by local WordPress groups. If this is something you’re interested in do some research. Search for a meetup in your area on Meetup.com.

    It’s my impression, as a new person to WordPress, that this structure invites a collection of kindred souls who are generous by nature. And that community encourages generosity.

    Where else can you go to a conference where you hear amazing (un-paid) speakers, get at least one t-shirt, and they give you lunch for $40? Nowhere.

    So far, I’ve not met an unfriendly person. No one seems more snobby because they’re speaking. Everyone is friendly.

    At a WordCamp you can reconnect with people you’ve seen at previous camps and meet people you already know on twitter. I’ve met people standing in line and at the after party.

    Take Breaks At WordCamp

    This cannot be understated. Normally we go to 3 out of the 4 morning classes and 3 out of 4 afternoon.

    There is no way you can absorb everything. Besides, if you do attend every class, you may miss out on serendipitous moments.

    https://instagram.com/p/3mdSglSr5M/

    Either go get an ice cream, put your feet up, and/or have a spontaneous brainstorming session about Pinterest marketing on the grass.

    “But here’s the deal: don’t be afraid to skip a session. This isn’t like school where you get demerits for missing a class.” ~ Carrie Dils, “WordCamp Survival Guide“

    Make WordCamp Fun for You

    I like to live tweet. Find something about the experience to make it your own and, most importantly, memorable.

    What Should I Bring To WordCamp?

    If you’re going to use your computer bring a power strip and sit near a floor box. I brought my laptop and a nicer attache bag. Okay. It looks nicer than a backpack, but a backpack is more realistic. That bag was digging into my shoulder.

    Either way you may want to invest in an auxiliary battery for your cell phone. You’ll meet people you want to take selfies with, etc.

    I have the  10000mAh Anker Portable Charger and it charges my iPhone 5S four times. It has two USB ports so you can be a good friend.

    It’s hard to not want to look as cute as you can when you’re meeting new people, but the most important thing is to dress comfortably. You will be sitting. You will be standing. Yep. We’re all vain to some degree.

    https://instagram.com/p/3m9LQoE6rk/

    What Shouldn’t I do At WordCamp?

    Don’t stress out. If you missed something, the sessions may be on video at WordPress.tv. Also, the speakers tend to upload their presentation slides on their own blogs, etc.

  • What two words help brand loyalty?

    We all have a basic need to feel loved and accepted. “Thank you” accomplishes it.

    I find that many brands ask their audiences to retweet and share their content and events.

    And we want to. (more…)

  • Job Costing: Value Versus Time

    Do we charge for value or time? We charge for value. But you can’t charge for value until you know how much you cost.

    I’m often asked how much social media should cost. I’m also asked how much  you should charge. But just like Alex Vasquez says to charge for value the opposite is also true. If you don’t know how much you cost, do you even know your own value?

    How much is your time worth?

    How much is my time worth?

    These are the questions we ask ourselves when we decide to outsource. Does it make sense to do $18/hour bookkeeping work when your time is worth $100? No. You outsource.

    I talked a bit about why it costs so much to outsource your social media in this post, but let’s dig deeper.

    Pricing by Time or Value?

    Most of my peers believe we are worth more than a dollar amount per hour.

    Last year at WordCamp, Alex Vasquez said,

    “We price by the service, we price by the value we bring, not our time.”

    There’s a lot of truth to that. We care about value, but we also care about our time. After all, there are only 24 hours in a day, no matter what you charge.

    But for the sake of this post, let’s talk about dollars per hour to gain perspective.

    How much time?

    It’s important to know how much time it takes you to perform a task.

    You do want to make a profit, right?

    So, use a timer. How long are you spending on any given task? Write it down. That just gives you a baseline of what it costs you to do the task. Now, decide how much you want to charge.

    Pricing by Platform or Skill

    Many of my friends have package pricing, often broken out according to Olympic metal colors. You can also price by platform or skill.

    You may decide you don’t want to do a platform. For example, I recommend anyone who wants Pinterest to Carol Stephen and SEO to Pam Aungst.

    If you’re just starting out you should ask yourself some questions. What platforms or digital skills are your strengths? Which are your weaknesses?

    Is Tweeting Just Tweeting?

    Do you count the time actually Tweeting as working a Twitter account?

    What about reading other tweets?

    What about reading articles to tweet and other research?

    What about follower maintenance including unfollowing spammers, keeping the ratio social (1:1, IMHO), and putting them on lists?

    Does tweeting include Twitter chats?

    Does tweeting for a client include client communication time? If you were a lawyer or an accountant, all of that client communication time would be billable.

    All of these tasks combined take at least one hour a day, depending upon the Twitter account. The more followers you have, the more time it takes to engage.

    Per Hour Comparisons

    For the sake of this post, let’s presume you’re going to spend a combined time of one hour a day in a 28-day month for your new Twitter Client.

    In California, the minimum wage is $9/hour.

    If you worked for 1 hour a day for 28 days in a month, that would be $252.

    We haven’t even accounted for the self-employment tax.

    Some quick Googling brought more wages for the sake of comparison. Feel free to refute.

    • The starting wage for In-N-Out Burger is $10.50/hour. A 28-hour month would equal $294 before taxes (gross).
    • The starting wage for Costco is $11.50/hour. For 28 hours, that would be $322.
    • The average wage for an administrative assistant in the Los Angeles area is $21/hour. That would be $588 for 28 hours.
    • The average wage for a marketer in the Los Angeles area is $26/hour. That would be $728 for 28 hours.

    Let’s summarize the 28-hour month by category:

    • Minimum Wage $252
    • In-N-Out $294
    • Costco $322
    • Admin $588
    • Marketing $728

    A Question of Value

    The question to you is, as a social media manager, where does your worth lie?

    The question to you as a client is, what value does your social media manager bring. Is it more or less than a Costco worker?

  • WordPress Debrief: Thoughts After Building My First Two Sites

    What’s the ROI of three WordCamps?

    Two WordPress Sites.

    (Thank you, thank you very much. I’ll be here all week.)

    You know that not all geeks are created equal, right? A social media geek isn’t necessarily an A/V geek or a hardware geek or a graphic artist geek. I think I blogged about that before.

    It’s funny now that the PTSD has subsided. Seriously. I have just survived the most difficult 20 days of my life. Here are my thoughts — a debrief of sorts, from a social media geek’s perspective.

    Why WordCamp?

    I went to WordCamp Orange County in 2013 because my friend Pam Aungst suggested it. My blogging buddy and BFF Carol Stephen bought tickets, too. Pam’s plans changed. We still went.

    Dot com versus Dot Org

    (WordPress.com v Wordpress.org)

    I’ve been blogging on WordPress.com for longer than I can remember. In 2010, I started the Riggins blog on dot com. My blog was there from 2011 until last week.

    WordPress.com is free.

    You choose a username which becomes your website address (url). Since mine was YouTooCanBeAGuru, the address (url) was youtoocanbeaguru.wordpress.com. It’s here now, so don’t go there.

    WordPress.org is also free.

    It’s an open source data base. Again, this is my lay person’s understanding. I may be corrected. Please correct me.

    “WordPress dot org is the site where you download the files of WordPress to connect to a database on your hosting account.” Russell Aaron 

    • Thanks for the correction, Russell. (He messaged me privately which was so sweet, but I wanted to be corrected.)

    Both sites have free or paid themes to choose from. Dot com does all of the updates automatically. Both options allow you to choose a mobile-responsive or mobile-friendly theme. This is even more important because of the penalty Google is implementing today.

    When you use dot org, you need to buy hosting and you have to be more active in updating your site. But the benefit is ownership. You own the domain. You own the content.

    If geeky stuff inhibits you, then just start writing. Hire someone to help you with the website part. Blogging is super important as part of a content strategy.

    Desktop Server by ServerPress

    So this year I went to WordCamp San Diego to meet in person and to hear Heather Steele of Blue Steele Solutions speak.

    WordCamp San Diego was awesome (my third WordCamp). It was really fun running into people I knew and meeting others.

    But I digress.

    After Heather spoke, but before another class I wanted to attend, was “Installing WordPress Remotely and Locally by Stephen Carnam.” I had no idea what that even meant.

    As the teacher started speaking I realized what I had fallen into. DesktopServer would let me try building a site on my computer (that is what they meant by “locally”) without paying for hosting first.

    I kept saying to Carol, this is what I’ve needed all this time.

    And so, on April 1, I downloaded it. In two days (14 hours) I had both imported the Riggins blog and copy/pasted the pages from the static site.

    It was beautiful. But I had trouble.

    1. I didn’t realize you couldn’t upload (deploy the site) from the free version. I bought the regular one.

    2. I didn’t realize you needed a live (DNS servers pointed to website address) host.

    3. Desktop Server has the best support ever. They heard my cry for help (saw my shoot me now tweets) and began emailing support.

    4. They even had an “assisted deploy” option because I bought the full version. Best $99 I ever spent in my life.

    5. April 8, my site was live. It never would have been without them.

    Seriously, DesktopServer, gave me the courage to try. I never would have even tried to build a site or convince my boss to buy hosting elsewhere unless I had been successful building our site on my computer.

    Domain Name and Hosting:

    Why is this so complicated? Here’s my lay person’s understanding.

    Domain Name:

    The domain name (bridgetwillard.com) is like a corporation name. You pay an annual nominal fee to own it. Like a corporation, you can have your office anywhere.

    Hosting:

    Hosting is like your office. This is the space you pay for on the internet where your website will be stored. You’re paying a host for their computer (server) and customer service and maintenance, etc.

    It’s good to get a referral. Hosting does matter for security and site maintenance. Well, this is what I hear. I am, by no means, a hardware or server geek. I barely blog.

    The point is that you should see what your needs are and get a recommendation from someone you trust. For this site, I took advice from Oscar Gonzalez and am using .

    The complication:

    For me, it was two-fold.

    I bought my domain name from a different provider than the hosting (in both instances). The one was more complicated because email servers were not being changed and I didn’t have the password. Blah blah get the IT guy involved, etc.

    Some hosts will move your stuff for you, I hear. Apparently, I like doing things the hard way. (What would I write about if I didn’t?)

    The hosting company who says “just forward the email from your domain name vendor to us and we’ll do the rest” will make millions of dollars. Millions.

    Themes:

    For this blog, I was lucky. The theme I was using was also available in the WordPress repository (directory).

    For Riggins, I found a theme I loved. But it was funky on my phone even though it was supposed to be responsive. After falling in love, it took about three days to find an alternate.

    I feel like I wouldn’t be honest if I didn’t say what a time sucking black hole it is to find a theme you like. I didn’t want our website to look like a blog. I finally settled on the one you see in the tweet below. One day, I may change it. But for now, it’s staying. I have a day job, you know.

    Not being a graphic artist and DIY-ing this whole thing was another layer of frustration.

    Sure, it’s easy to switch themes (I didn’t take this class but check out the slides). However, in a WordPress (hosted) site, you have to find the theme, then install it. After it’s installed you can do a live preview.

    However, the live preview doesn’t show everything. So you have to activate it. Every theme has different header dimensions, too, just to add to the fun. Is my sarcasm showing?

    If I had found a better theme while I was messing about in DesktopServer, I wouldn’t have gone through this frustration.

    The web designers whose prices seem high probably take this into account. I say it’s worth it.

    Plugins

    So the structure (functionality and design) of your site is controlled by the theme. But sometimes you need more functionality. Those come in the form of a plugin.

    Think of it this way:

    You bought a set of pots and pans from Costco. It comes with a few different sized pans and pots with lids, of course. But it doesn’t come with a springform pan you need to make a cheesecake or the special whisk you need to beat the eggs for your prize-winning soufflé.

    The advice I got from WordCamp is to search the WordPress repository (directory) of highly rated and highly downloaded plugins that have been updated recently. This is especially important if you don’t know what you’re doing (me). Seriously, what I got out of my first WordCamp is “your site will crash.” It’s no joke.

    I downloaded plugins for Google Analytics, XML Sitemaps, Social Sharing, Photo Galleries, and other miscellaneous functions. I check every day for updates and I run the updates.

    The Results

    I’m happy to say that rigginsconst.com was completed 4/8/15 and received the “mobile-friendly” blessing from Google on 4/10/15.

    This site is also (but was before) mobile-friendly.

    The perils of just doing stuff

    My content strategy was backwards. Sure, free is better. In the long run, though, it seems easier to start from scratch on your own domain with a blank slate.

    Instead, I merged a site I built in CSS with a blog for Riggins. This took a week to build and fix.

    For this site I just imported the blog. I say “just” but in comparison it was easy.

    The downfall with both sites was fixing all of my links back and forth within my own blog posts.

    Everything I ever did for rigginsconst.com or rigginsconst.wordpress.com before 4/8/15 was broken. The link structure with a WordPress blog is totally different. I knew I’d break it but in the long run it will be worth it.

    Of course for the Guru blog it moved from youtoocanbeaguru.wordpress.com to bridgetwillard.com. I broke all of those links, too.

    My Re-Sharing Strategy

    I knew since I broke my links, I’d have to re-share the posts that I deem most important.

    I first share them on Google Plus. They are, after all, Google. I think it helps the ranking.

    “If there’s anything close to a short-cut, it’s Google Plus.” Pam Aungst

    I’m cycling through about ten posts on each site, making sure the featured image is set, and sharing on my social platforms. Not in a spammy way, mind you, just sharing. One post a day, once a day.

    My Advice:

    If you’ve been on my path, perhaps this post lets you know that you are not alone.

    If you haven’t started yet, spend the $150 to buy your name and hosting – on the same site if possible.

    If you can hire a professional, do it. They won’t be frustrated and you can just write.

    Love,
    Bridget

  • How Social Media Managers Are Like Secretaries (And How To Find One)

    I’ve been thinking about writing this post for a long time now but afraid that people would burn my effigy in their front yards.

    Give me some leeway.

    Disclaimer: I’ve been some form of an office worker from 14–42. I became a Marketing Manager at 42 years old. I’m big on analogies. I realize that a social media manager is a better paying and more highly esteemed profession than secretary, administrative assistant, office manager, or whatever other title given to this type of work.

    Office Work.

    It’s routine. It’s perfect for a task-oriented, routine oriented person like myself. Papers come in, papers go out. They get sorted, filed, distributed. Phones ring, calls are transferred, messages are taken. This is the essence of a secretary. You’re filling in for someone who is otherwise occupied at present.

    It’s a thankless job. Like laundry, no one notices your work until it’s not done or until you make a snafu like mixing red fabric with whites.

    You write memos, answer emails, and open physical mail. All communication, both incoming and outgoing, goes through you.

    Discretion, organization, and reliability are key components to any office worker’s persona. After all, you’re representing your boss and their company. You’re at the front line of their branding.

    Social Media Management

    Much like office work, effective social media management requires a routine oriented person who can effectively respond to several sources (social media platforms) of communication.

    Lots of people are really more idea-oriented. That’s great! You need good ideas. But then you need to do the work. You get new followers. They need to be filed (listed) and possibly followed back. You need to respond.

    You become the middleman between the public and your company, just like a secretary. You make quick decisions constantly. No one wants a secretary who goes to them for approval on every email. You have to use your best judgement. This comes from experience.

    It can also be a thankless position, more often than not, going outside of the Monday-Friday 8–5 hours, too.

    Proud of the perfectly-composed, less-than-140 character tweet, no one cares except for you. Your only recognition is from generous, non-competing peers.

    People who don’t understand the intricacies of your position and the skills it takes to do it well often discount your position. This is not unlike how a secretary is viewed.

    The Myths and Job Requirements

    This is where the analogy breaks down. As an office manager no one expects me to be the CPA. Sure, I have a basic understanding of general ledger codes and I know how to enter invoices and journal entries. However, I do not, nor am I expected to, do a financial audit, come up with financial statements, make recommendations for tax or accounting purposes, or file corporate taxes.

    A CPA is a highly-trained, highly-specialized position just like a SEO consultant. Though a Social Media Manager should have a basic understanding of SEO which translates into good headlines, proper use of social platforms, and possibly blogging (but not all social media managers blog), a Social Media Manager would almost never be considered an expert.

    A Social Media Manager is also not a graphic designer. I love this post by Amy Donohue because she comes across this all of the time. We’re also not web developers.

    Now, it may be that a web developer and/or graphic artist can be a Social Media Manager, but not all Social Media Managers have that skill set. Nor should they.

    I find it absurd that Social Media Managers are required to be jack of all trades. Would you expect a salesman to be an accountant? No. Just because a computer is used doesn’t mean the skills are automatic.

    How Do You Find A Good Social Media Manager?

    Do you hire for company culture? Do you ask for the last ten years of their work written out on a PDF? Or are your requirements so stringent that Jesus, Himself couldn’t get the job?

    Carol Stephen has some suggestions in this blog post. She gives you good questions to ask.

    My suggestion is this: ask for as many of their Twitter handles as they’ll give.

    Twitter Tells you Everything You Need to Know.

    Look at their own Twitter account. Twitter is a primary way to meet people, extend reach, and explore based upon hashtags. From there you should be able to find out everything you need to know.

    Look for grammar.

    Look for concise writing style.

    Look for humor.

    You’ll know if they fit in your company.

    How automated are they? Are they using if this then that to tweet out Mashable articles? Are 90% of their posts from Paper.li or Triberr? Automation is a helpful tool for anyone but it shouldn’t be the majority of their tweets. I’d say 50% or less is good.

    How cross-posted are they? This is another controversy. But cross-posting is lazy. I said, it, but I’m not alone. It shows they don’t want to or cannot craft a post that fits the platform’s culture. Gary Vaynerchuk talks about knowing a platform’s culture in this post.

    How many retweets are in their feed? Why does this matter? I think it’s a branding issue. I prefer old-school retweets.

    Do they ever respond to people? On Twitter.com, check their “tweets and replies” column to see if they ever respond to people. If they only tweet out their own blog posts, they are not engaging.

    Though numbers isn’t everything, check out their following to follower ratio. If you were asking me to help you find someone, I’d say that should be close to 1:1. If they’re not following people back because the Twitter stream overwhelms them, that tells you they don’t know how to use lists.

    If the person’s online accounts pass these things, then look granular toward your culture. You can tell if someone is generous, kind, appreciative, and appreciated by the community they built. If they’re like this on Twitter, I’d bet they’d be good at Instagram, Facebook, and any other platform that’s thrown our way.

    I Know What You’re Thinking: “You’re Off Track.”

    Not really.

    At 14, I started on a typewriter, graduated to DOS, Windows 95, and am now on an iMac.

    A secretary, like a social media manager, has to contend with ever-changing technology, office politics, and management style.

    Look for those skills and you’re sure to find a winner.

    Originally posted on LinkedIn 2/6/15