The Black Swan Referendum

So last week, I had a moment where I thought out aloud.

I tweeted this:

I didn't dwell any further to explain in detail what I was really thinking, until I was asked.

In the increasingly toxic atmosphere of the discussion around the UK European Referendum vote, a day before the heinous murder of Jo Cox, MP, I was referring to a Black Swan.
As I told Becky, who I met a few weeks ago at The Inbounder event in Valencia, I was referring to the phenomenon as explained by the author, former trader, and essayist of probability Nicholas Taleb, that rare events that have a significant impact, appear predictable in hindsight, as opposed to in foresight. I trust that not only does the UK vote to remain in the European Union on Thursday 23rd June, but that the sentiment of #moreincommon prevails here on in.

..we are far more united and have far more in common with each other than things that divide us' - Jo Cox, MP

Vive la réalité virtuelle!

We owe it to the French.

When I retorted with this tweet to the statement about Morton Heilig's Sensorama:

I was referring to Antonine Artaud (1896-1948), a french theatre director, widely recognised as one of the major figures of twentieth-century theatre and the European avant-garde.

The Arrival

Be it the early works of Auguste and Louis Lumière and the The Arrival of a Train at La Ciotat Station,


to the fabulous efforts of Damien and David to persuade Larry of the delightful viability of Cardboard, that post-modern day plastic, VR aka, réalité virtuelle bleeds tricolore more than anything.

Live VR video

And if we're talking about the continuation of the #avralance then note how those leading the field for many years now, and about to step into big Facebook and Google pursued limelight, is Video Stitch, the company behind the newly launched Orah, a 4k Live streaming camera for prosumer usage that streams to your HMD and your soon your social feed.

Yes, Orah is lead by the French Nicolas Burtey and a team of Parisians. (Ed. seriously thinking of getting one of these!)

And yet in some ways, that narrative of film making in VR is still very much in it's infancy, in a sort of Lumière moment, as story tellers grapple with how to craft a story with new fandangled  tools.

Ghosts and Characters

I recommend digesting Devon Dolan's VR thesis around the The Four Different Types of Stories in VR as modified by Kent Bye. It's a fascinating take on the art.

This piece (in Spanish) from one of the VR creator's of Ministerio del Tiempo for RTVE, goes into more detail about the film and post production techniques in VR to achieve viewer immersion. The notion of cuts and edits is an eternal one in VR that is touched upon:

To change from scene to scene, there's always some elements that allow a transition, an envelope is handed to you, and you have to deliver it to someone...

Para cambiar de escena a escena, siempre hay unos elementos que hacen de transición; te dan un sobre, se lo tienes que entregar (a alguien)

Master story tellers

And yet, those very same story telling techniques and film hacks, that are now flexing a new generation of VR maker's minds, are not too disimilar to the ones that tested yesterday's great directors:

How Alfred Hitchcock hid 10 Edits in ROPE from Vashi Nedomansky.

ROPE (1948) is Alfred Hitchcock's murder/suspense film that showcases the killing in its second shot. ROPE is often described as the film with no edits or cuts.

On further examination...Hitchcock's gem actually contains 10 edits. Five of them are hidden as the camera lens is filled by foreground objects. The other five edits are regular hard cuts that not many people either realize or acknowledge. I've isolated all 10 edits in the video below so you can learn from the Master of Suspense on how to hide your edits without losing momentum in your story.

Vive la revrolution!

Good day, good people

Sometimes you discover, quite by chance, that touching piece of writing or video, that no one else seemingly has.

And it comes at just the right time, when the mood calls. 

Maybe you're not feeling at your absolute best and need a pep talk. 

I did not give you permission to quit!

That one's for you sister.

Maybe you're just receptive to a fleeting moment of sheer joy with a proper sing-along, no matter if it ends on a bum note.

Neon got me like!

You're an hero among a sea of the unsung.

Karma's gonna get you Captain.

Over and out.

If Mr McGuire were real

I confess.

I dropped a howler.

Last time I mentioned Walter Brooke, as in the actor,  who played the wise family friend to Benjamin (played by Dustin Hoffman) in The Graduate, I made a mistake.

In that infamous scene by the pool, where Mr McGuire gave the upstart graduate a single word of wisdom - plastics - I incorrectly spelt his name in my previous blog post.

Materially wrong

Alas if Mr McGuire were choosing his words and materials at any point since 1967, he may well have reasonably uttered silicon instead of plastics, or perhaps graphene.

In any case, I still assert that filters is worthy, if not more so than in 2010 when the abstract term crossed my mind and I spontaneously blogged much like now.

Yet today, the material that avidly evokes inspiration in me is cardboard.

Cardboard is a start, and as Joey "The Lips" Fagan, the Trumpet decrepit extraordinaire, recalled in The Commitments ....I believe in starts.

"Once you had the start the rest was inevitable. The Lord made sure of that."

Cake, nails and Pita bread

So what do this assortment of food and objects have to do with cardboard and Cardboard?

Well, it so happens I've lately been somewhat busy with Cardboard and VR ever since last summer at Droiders we combined Glass with VR during some wearable surgery.

You see, the thing is, where as Oculus is tricky, and Glass is misunderstood, watching 360º is a piece of....

even if filming 360º is hard as

and editing 360º is a

(bread as an acronym.) 

So hands up who doesn't like cake?

And now, due to a whole confluence of factors, cardboard and cake is getting real.

And Cardboard

I'll be talking more Cardboard and VR, online and in person in Manchester on Friday 12th June, 360 degree deciphering those culinary and steel metaphors.

The real Mr McGuire is unlikely to show up, other than perhaps as a bit part in a deck, but you are most welcome to try Cardboard* if you pop down to SASCON for the wearables session.

*Supplied with free cake. While stocks last.


I do enjoy this music.

I selected it to match a video I made recently and it was a really challenging exercise.

Recently I've become far more tuned to sound in films and acoustics all around me.

I think the impact that sound editing has on mood is huge.

The blog post with it's accompanying video is published on

Interactive Mega-SERP

Keeping up with Search Engine Results Pages is, these days, even for full time SEO professionals, a fraught affair.

Google make hundreds of changes each year to their underlying algorithm.

However, not only are the query processes altered - aka Hummingbird - and the ranking methods adjusted, but their display is also subject to huge flux and continual experimentation.

Here is an interactive, tablet and fat finger friendly version of Dr. Peter Myers', Mega-SERP as featured on Moz.

Want to use it? Grab the embed code from Thinglink.

Whilst strictly speaking this SERP result is a blend of ingredients - just like our humble taco - it's a fascinating illustration of the wider complexity that we now face as marketers, and paradoxically the accuracy, relevance and richness we encounter as users.

In a lot of ways peak keyword has long since passed, even if conversations about keywords in the boardroom may not have.

Peak taco though?

I suspect that's a whole different byte.

El relaxing sound of marketing que es la leche

A veces me mosqueo, aunque suele durar poco.

No me refiero al relaxing cafe con leche. Muy a menudo me preguntan ¿y tú? de donde eres?...

Pues de aquí, ahora vivo en murcia...

Si pero, pero es que con esa pinta, pareces que eres...

¿..un guiri?

...bueno, es que no tienes acento de extranjero. ¿Donde nacistes?

En Londres.

Y aveces doy las explicaciones pertinentes o toreo la pregunta y seguimos por otro camino.

Y es que el mosqueo aunque parezca una tontería, no es porque será la milesima vez que se me hace la misma pregunta, sino porque siempre acabo diciendo Londres en vez de London.

Por mucho que el idioma nos fascina también nos marea

No cabo de entender porque, por ejemplo los españoles, que al menos coinciden, por si fuera poco, con el nombre de Gibraltar tanto en inglés que en español, no puedan llamar la capital de inglaterra de la misma forma. Como London en los dos idiomas.

Vale, que la pronunciación del peñon varie en cada idioma lo entiendo, pero al menos lo escriben igual. Pero si yo hubiera nacido en Boston por ejemplo, no tendría que vivir ese mosqueo inútil tan amenudo.

Y no creo que London tenga tanto variación de pronunciación entre un inglés y un español. Se entiende y eso es lo esencial.

Esa adventura de los extranjerismos hoy en día en españa continua a un ritmo extraordinario y en todas direcciones. En el campo de marketing (¿ ó bien debería decir el mercadeo mercadotécnica? - ¡no  basta!) uno de aquellas contaminaciones lingüísticas que me irita sigue siendo el tuit en vez del tweet por muy oficial que sea la versión que no se suele usar en la red española.

Por mucho que los catedráticos o instituciones intentan fijar un uso correcto del idioma, la calle siempre gana la batalla del argot hasta que el nuevo vocabulario, por muy sacudida de anglosajismos este, sea reconocida con un uso cotidiano por todos.

Otro gran ejemplo:

Tal como explica, Inma Ferragud en su blog con el toque de #marketingposturero, en inglés todo suena mejor.

Aunque ten en cuenta que eso lo dijo antes del éxito del relaxing cup of café con leche.

Como muchos otros más me suelo mover en un entorno social online bilingüe donde disfruto de los idiomas, culturas y marketing tanto en inglés que en español.

Eso si, observo que las actualizaciones en castellano son cada vez más invadidas por el inglés incluso dentro de los tweets de 140 caracteres donde se practica a menudo el splanglish, quizas porque sea más escueto, más hipster, y sinceramente porque al tratar de marketing es inevitable introducir el inglés para tener credibilidad hoy en día.

El post, el feedback, el email, el SEO, el PPC, el API, el target, Et cetera, etc.

Soy consciente de ello además porque acabo de traducir una joya de un post para un amigo escoces titulada la anatomía de la página web perfecta.

Ahora si, no doy por hecho que la traducción sea perfecta - la hice durante varios vuelos low cost este verano y no suele ser el entorno ideal. Si me he equivocado me lo puedes comentar aquí abajo o @paulgailey y en un plis plas lo cambio.

La verdad es que cada vez que traduzco terminología del inglés al castellano la audencia española, al menos la de marketing, demuestra tener suficiente control del idioma y parecen preferir usar la terminología anglo sajón.

Todo suena mejor en inglés

Pero como ya sabemos, con la resaca y espasmo madrileña olímpica que hemos vivido estos dias, no solo vale defenderse y saber leer el inglés, o hasta ponerse los cascos y el listen the ask, sino que la pronunciación correcta del inglés te puede suponer una gran ventaja de credibilidad.

Hay veces que aunque a ti te suena mejor en inglés, a un inglés todo le suene Botella. Y si tratas con un inglés o un estadounidense, os recomiendo practicar ese acento un poco. Atentos ¡vamos a da una clase!

No te fies de lo que dice Google

Lo primero. No te fies de Google. Me refiero al Google Translate y no a Matt Cutts, sino nos podemos enredar algo más de lo previsto.

Muchos son conscientes de que las traducciones automáticas no son adecuadas por muy sofisticadas que sean. De acuerdo. Pero yo me refiero a la pronunciación y no solo a la traducción.

Por ejemplo, no te recomiendo que sigas las pautas de este chavo:
Con Google Translate puedes escuchar la pronunciación de cada palabra que introduzcas. La voz que asignan al inglés sera de un varón de unos cincuenta años. Serio pero aceptable.

Pero la española parece una muñeca de lo más hortera posible igualando el tono de Dora Dora. Es espantosa y no la soporto. Mas adelante la vais a escuchar a la pava. No hace falta abrir otra pestaña por ahora. Tranqui.

A veces Google Translate no da la clave con la traducción a la primera, por ejemplo para community manager ofrece administrador de la comunidad, aunque hay que reconocer que permite seleccionar otras opciones tambien e incluso corregirle.

Vamos a eschuchar a Gibraltar, primero en inglés y luego en español...
Vale. Me parece correcto en ambos idiomas por idiota que parezca la voz femenina española.

El siguiente. Algo más social media ¿vale?


Primero en español y luego en inglés tal como nos lo dice el tío inglés y la Dora Dora de Google:
y en inglés según Translate.
Aquí ya fallaTranslate. Tanto en español que en inglés. Un gran fail.

Aunque Dora Dora lo dice tal cual muchos lo pronuncian en españa y asi se entiende os aseguro que así no se dice, almenos cuando hables con un inglés.

Ahora si, esa tentación de pronunciarlo lo entiendo cuando alrededor tuyo lo hacen así y hasta grandes del SEO de españa caen en esa tentación al discutir entre ellos, por ejemplo....
Incluso hay veces que yo mismo me encuentro teniendo que pronunciar a lo Botella para que me entiendan. Lo peor es cuando lo hago de forma inconsciente y encima me dicen que no me entienden. Ahí ya me autodenomino de todo.

En cambio un inglés lo pronuncia así, como os he grabado aquí, sin prisa pero sin pausa, haciendo la pregunta ¿tienes perfíl en Linkedin?
Es algo parecido al comfortable (cómodo) tal como lo pronuncio la sra. Botella equivocandose separando el sonido de table y comfort. La forma correcta es pronunciarlo de golpe tal como el Linkedin y no Link-ed-in.

Osea asi:
en vez de 
La siguiente palabra, el Search Engine Optimisation (ya sabes que los estadounidenses lo escriben Optimization con zeta y los ingleses con una ese), el SEO. ¿Como se pronuncia SEO?

Escuchamos a Translate de nuevo, primero en inglés 
y luego en español.
Con sus siglas todas juntas Translate se lía y lo pronuncia mal en inglés aunque de forma correcto en español. Y es que la clave está en que en inglés, se pronuncia cada letra, osea
Pero claro, no te puedes fiar de Translate para la pronunciación ni de su capacidad de diferenciar entre mayúsculas o minúsculas.

Por ejemplo, SERPs tal como se suele escribir (de Search Engine Result Pages) se suele pronunciar entero así:
al igual que en español
pero, si introducimos la palabra en mayusculas en Translate y pinchamos sobre el icono de escuchar, suena así:

El caso de API. Como happy pero en español ¿no?

Pues no. No señor.

No se dice API en inglés como al estilo de pronunciación onomatopéyica de happy. En españa si, se suele decir así al igual que el IBI or el IVA. Es decir, así:
Pero el inglés lo deletrea, así:
Y tampoco digamos que los ingleses deletrean todas las siglas al pronunciarlas. Sería demasiado fácil y el inglés está repleto de excepciones, por eso le puede resultar tan reñido a un extranjero aprenderlo.

El IVA (Impuesto al valor añadido) por ejemplo, a veces escrito como V.A.T or VAT (Value Added Tax) se dice de ambas formas deletreado:
y VAT de golpe:

Translate se la lía parda

Y aunque algunos dirán que no usan Translate para la pronuciación, también Dora Dora de Google es capaz de tirar un wobbly (to throw a wobbly), como dirían los ingleses.

Por ejemplo Google parece entender que el Return on Investment, el ROI si lo introducimos con espacios entre las letras, tendrá algo que ver con el mundial de Brasíl como demuestra aquí:
Por cierto, no os lías con definiciones del ROI en marketing. Siempre ha sido un cálculo financiera que se puede aplicar a la inversión de marketing tal como este formulario en inglés de Christopher Penn lo explica.
Así como Ganado - Gastado / Gastado. Os recomiendo su post sobre ello, o el libro, incluso aún disponible en castellano, de Olivier Blanchard, Social Media ROI.

Otras herramientas para pronunciar el inglés

Menos mal que existen otras herramientas para aprender pronunciar el inglés. Entre ellas destaco Forvo que es curioso (¡ojo! curioso se traduce en ese sentido como funny en vez de curiously) porque aunque suele acertar a menudo, veras que con alguna terminología tampoco es fiable.
Forvo funciona reuniendo pronunciaciones ofrecidas por los usuarios de diferentes partes del mundo de tal forma que puedes elegir e incluso votar las pronunciaciónes preferidas. De un vistazo puedes identificar el origen geográfico ofrecido de un pronunciación y presumen de un vocabulario de más de 2 millones de palabras.

Pero aún asi, no te fies. Aquí vemos como el ROI al menos para el sentido a que nos referimos, está erróneamente pronunciada por una francesa
un gallego
una vietnamita
un chino
Aqui oimos el ROI mal pronunciado de nuevo por la Dora Dora
y de la forma correcto en inglés.
Osea deletreandolo R-O-I en inglés.

En cambio con el SEO, usando Forvo, acierta un italiano,
un estadounidense...
pero se equivoca un escoces
y un irlandes.
Osea que no nos fiemos de esos guiris. No se aclaren ni entre ellos mismos.

La otra herramienta se llama howjsay y suele ser bastante fiable de lo que he visto.

Pero, y hay un gran pero, al ser programado en Flash, no funciona en tantos dispositivos hoy en día y tampoco contiene definiciones como el ROI.

Los glosarios de marketing y el spanglish

Hay varios glosarios por ahí en español que te pueden servir para aprender marketing online como este y este aunque no he visto ninguno que te pueda ayudar pronunciar la terminología correctamente. También hay tecnologías de accesibilidad como Browse Aloud que pueden ayudar.

Cada vez que revise la traducción de aquella página perfecta, perdía esa batalla de limitarme al castellano y poco a poco fui introduciendo más palabras spanglish porque eso de referirme a fragmentos enriquecidos de video me sonaba casí académico comparado con los video rich snippets

¿Quien, hoy en día, se refiere a su bitácora en vez de su blog?
Lo dificil es medir cuando vale la pena descartar del todo la traducción exacta cuando la palabra extranjera ya se ha asimilado del todo en en vocabulario de la audencia. Sería algo cansino estar traduciendo o dando explicaciones de un post cada dos por tres en un artículo cuando ya no sea necesario.

Por lo tanto pido disculpas si he cometido algún error, aunque al igual que el SEO donde hay diversas opiniones, si le preguntas a dos traductores por una traducción de una solá palabra, te contestarán con al menos tres respuestas.

El faulty inglés

No nos limitemos a la Sra. Botella a la hora de celebrar la pronunciación. Uno de los personajes más queridos en inglaterra es Manuel, el camerero de Barcelona, en la series clásica de los 80 llamado Fawlty Towers.

Y para que no nos hundimos, aquí vemos la importancía de pronunciar bién el inglés para un alemán.

Bésame mucho como si fuera el last time

Cabe recordar que la sra. Botella no es única ya que no todos han logrado el éxito esperado ante una cita importante.

Quizas el ejemplo más famoso sea la de los Beatles, cantando el famosisimo bolero mexicana en la audición de Decca Records el día 1 de enero 1962, cuando les dieron las largas argumentado que: 

No nos gusta como suenan, y la música de la guitarra esta pasando de moda.

Menos mal que los chicos de Liverpool no se tomaron las críticas en serio.

Se ve que a la canción le tuvieron bastante cariño durante su carrera con otra versión grabada al mismo tiempo que el grán éxito de Let it Be.

Siempre serán the milk

Pero eso si, tanto como el discurso de la sra. Botella, como mi traducción de la página web perfecta, algo lost in translation, y como el spanglish del marketing y los tweets, los Beatles cambiaron la letra de la canción original, improvisaron un poco y lo pronunciaron a su aire.

Like a boss porque siempre serán the milk.

Por cierto este post no lo ofrezco traducida al inglés. ¿Para que me voy a liar más?

¡Cha cha boom!

Adios Posterous, long live long form

In a few hours time some 59 million URLs will vanish from the web.

Thousands of hours of personal pensive endeavours will disappear as blogs and content go to the digital graveyard.

Posterous is closing on April 30. The Posterous backup tool will continue to be available until May 31 so you can download all your Spaces.

— posterous (@posterous) April 26, 2013

Posterous was acquired by Twitter last year.

I'm feeling a tad nostalgic, as personally I've not only used Posterous a great deal  - it powered this blog for a long time - but it provoked a good many people to express themselves easily online without all the hassle of setting up and maintaining a blog.

At one point Posterous and Tumblr were constantly pitched against each other in the tech press, probably as reluctantly as Blur and Oasis in their day.

They were infact quite different, mechanics apart, because the audience that each platform attracted were different.

Posterous content was perhaps less visually outlandish than Tumblr which continues to part of the temporal web of memes.

Posterous however, I found was home to a great deal of fantastic content from all walks of (online) life.

I read countless blogs from founders of companies, journalists, marketers, writers, that all wrote with real thought and devotion.

It was very easy to whack out a post, it's ease of use was initially just writing an email and clicking send to have it published even under your own domain in an instant.

You just didn't need to really worry about all the ins and out of running a blog. Alas, things have changed now.

There is still real value to be had in writing on your own domain, despite the ease and attractions of participating and writing in social chambers, albeit large ones like Google Plus or niche places like ADN.

5 days until 59 million Posterous URLs disappear from the planet. My only solace is to keep coding.

— Garry Tan (@garrytan) April 26, 2013

Fortunately, there are still alternatives for easy, light blogging. This blog, despite maintaining the personal domain, is currently powered by Posthaven - a phoenix service headed by one of the original founders of Posterous.

And Posthaven allowed a brilliant method to easily import your Posterous data into it without data loss. Alas Twitter decided not to tell anyone about this in their last emails:

@posterous How churlish & mean-spirited of you not to recommend #posthaven as a replacement for #posterous in your last email. Disappointed.

— Stephen Daniels (@sdonline) April 26, 2013
Not only is content likely to be lost in this darwian reality afflicting so many online services these days, but of course so will many a thoughtfully placed or earned link.

If your professional crust depends on it, it's not too late to determine precisely how much you may have invested in a link profile:

The web needs longer and more diverse content.

Blogging is talk and thought and that's not going away.

Long live long form.

Why you should follow the lowest of the low

A beloved raspy throated entertainer, Jimmy Durante, affectionately know as Schnozzola for that trademark nose, once said:

Be nice to people on your way up because you meet them on your way down.

Jimmy Durante, 1893-1980It's true.

Some of the most grounded marketers, commentators and successful people in all walks of life out there, are at the top of their game because they listen to all people no matter what their rank.

You see you need to be reading content that is relevant, fresh, and unheard.


Why how absurd?

You see when it comes to finding great advocates about inbound marketing, there's little to compete with the thousands of members.

Yes, there's nearly some ten thousand members in a little under a year of full activity.

The least active and lowest influential users also have karma and upvotes assigned to them and in some cases they score negatively.

Now you might, for a split second, dismiss low scorers from the depths of any league table, or infact any social network as made up of bots, spammers, charlatans, trolls, chancers, snake oil, MLM, and other assorted bottom feeders.

However while scraping the barrel of karma it occurred to me that such users are possibly misunderstood.

I did a little - actually a lot - of digging into their online presence, and here's what I found.

These people actually are not what you think.

Hear me out.

You see, in this oh so often misguided metric world, we are all too quick to judge a book by it's cover, a person by their score or rank and hey who can blame us right, we're all too busy busy and we all crave our filters right?

Well in a kind of hippie utopian way of looking at things, I think there's a little bit of beautiful magic in everyone and yes, sometimes the numbers do actually lie.

So here's a not so scientific closer look at some of the lowest of the low.

You decide if that adds up.

The lowdown on the low

as of November 5th, 2012

Nº 9065. Paris Childress | 0 Karma | 0 Upvotes | Web: | Twitter: @parischildress | Google+

Paris ChildressThe magnificently named and not unlike Seth Godin looking Paris, is a Bulgarian based New Orleans native CEO of an SEO agency in Sofia. Paris' firm is listed as an SEOMoz recommended company and counts the Everywhereist as a trusted client.

I particularly admire how he uses the lesser used but wholly valid LinkedIn technique of embedding Linkedin cards to display the credentials and connectedness of his staff.

Paris uses a live Skype button on his contact form and eschews captcha's to detect spam instead prompting users to multiple choice the definition of SEO with false answer choices such as Silent Elephant Oozing. 

Oh and Paris' first link on his agency homepage is to

Not too shabby.

Nº 9064. Jamie Steven | 1 Karma | 1 Upvotes | Web: | Twitter: @jamies | Google+

Jamie StevenJamie is the VP of marketing at SEOMoz. He has dabbled in some WBF's in 2010 and recently whipped up a deft post about Google Analytics and Google Docs mashing.

He has admitted on Twitter that he inserted an F-bomb into a Moz press release and he is the possessor of a couple of Cameroonian short URLs.

Jamie has an illustrious online career with some nearly four years as a product manager at Microsoft in the halycon days of Encarta.

Nº 9055. Kipp Bodnar | 0 Karma | 0 Upvotes | Web: | Twitter: @kippbodnar | Google+

Kipp BodnarKipp was promoted to Director of Marketing at Hubspot six months ago after spearheading the content at their eponymous blog during nearly three years, and we all know that Hubspot is the spiritual other half of the origins of

Kipp is the co-author of The b2b Social Media Book and one of his last posts on his personal blog a few years ago stated how he wanted to change the world.

From 2008 to 2010 his own blog was a hive of activity and his tenure at Hubspot seems to have put a brake on his non Hubspot output ever since.

You can hardly blame him for that though, in this video he explains how Hubspot publish marketing materials up to three times a day.

And with a $35 million in a fresh funding round of investment for international expansion just announced, Kipp and crew are due some huge congratulations.

The Inbound chunky middle

At this point, I should stress that the selections that continue were on the basis of a random finger in the air of who's next that has the slightly less least amount of karma, whereby if the above hadn't yet neither upvoted or accumulated karma then what would be of the bunch that had been bestowed with a unit of at least 1 karma point.

And it turns out that until I paginated to upper eighteen hundreds, everyone was pretty much on the same score of double zero karma and upvotes.

That's a lot of marketing inertia right there in the middle Inbound dot org managers. People who signed up, had a quick peek and perhaps a vote and were never to be seen again.

I waded in deep and pushed on for something of note, and came across Chris.

Nº 1798. Chris Gilchrist | 1 Karma | 2 Upvotes | Web: | Twitter: @hitreach | Google+

Chris GilchrisChris is the MD of the Scottish outfit Hitreach.

Like many a mid town SEO agency - hey no offence to people of Dundee - Chris has mulled how to attract the attention of fellow SEOs from afar.

So most recently his agency produced a match the SEO tatoo to the person competition, and featured a host of SEO hotshots and their own body ink.

Chris also lobbied recently to uncover the avatar of fellow linker James Agate on Inbound, but alas was not as successful as a bloke called Jon from Florida who managed it this week in between lectures and classic blog posts.

Hitreach are also prolific Wordpress plugin makers and released an allow PHP in Wordpress plugin two years ago.

The blog post about it has recieved over 414 comments to date, including some tireless support from Jamie Fraser of Hitreach, and the plugin itself has been downloaded more than 68,000 times.

Nº 909. Ani Lopez | 5 Karma | 2 Upvotes | Web: | Twitter: @anilopez | Google+

Ani LopezAni Lopez is a Spanish marketing strategist based in Vancouver, Canada.

Ani is a fine proponent of multilingual SEO and advanced Analytics with a host of SMX speaking gigs to his name and is now the inhouse analytics advocate of the delightfully named 1-800-GOT-JUNK? claiming his role involves mastering "Garbage in, Insights out."

Ani previously translated and published a spanish eye tracking and SERPs study into English on his blog which was warmly received, proving that advanced SEO abounds not just in English.

Nº 734. Chandra Clarke | 7 Karma | 9 Upvotes | Web: | Twitter: @chandraclarke | Google+

Chandra Clarke

Chandra Clarke is a founder of, a proof reading company in Canada that can safely boast: "trusted with more than 604 million words."

There are few outfits that can carve a business podcast niche about the proper use of parentheses like Chandra's.

As a seasoned wordsmith and evocative blogger Chandra has a strong distaste for pink, for mompreneurs, and has ardently blogged about styrofoam peanuts.

There is a huge pool of talent within the member pages of Inbound irrespective where you look.

And whilst the pareto rule most probably applies to the karma and upvotes across the board, it doesn't really tell the full story.

Numbers cannot evoke

It doesn't really tell the full story because numbers may indeed indicate but they can't evoke, like words do, like stories do, like story tellers do, like people do.

So next time you're evaluating marketing effectiveness, be it rank, score, grades, DA, PA, Likes, Tweets, the whole shebang of metrics, and the left hemisphere is in full swing, remember to counter balance it with some right brain evaluation.

Marketing and persuasion are inextricably linked and persuasion is a powerful force. Only right now, two men are putting that to the test in a $5.8bn gamble.

Maybe they should just cop an ear to the vaudeville Schnozzola before it's game over.

ps. with thanks to Mark Traphagen of Virante for the inspiration of this post.

Claque SEO is out

History will teach us sang a Geordie teacher who long since donned a yellow and black jumper.

Indeed I was equally intrigued as Christian Payne, aka Documentally, of the parallels that Matt Locke - founder of the outfit named StoryThings - spoke about during a lecture about the History of Attention.

Of course attention and applause is an elusive goal that all publishers and companies strive for.

Matt explains that during the 19th Century opera era, aplause was a metric of attention for the business of opera, something that is not too removed from percieved marketing success metrics of today.

Claque Monsieur?

Claque agencies sprang up in Paris some two hundred years ago to serve up large dosages of canned enthusiasm with neatly defined roles for the chef de claque (leader of applause), the commissaires (officers/commissioner), the rieurs (laughers), the pleureurs (criers), the chatouilleurs (ticklers), and the bisseurs (encore-ers) all intent on generating ROI for their clients.

It's tempting to cruelly draw parallels with a SEO agency job positions or indeed any marketing specialists but that would be perhaps a cynical step too far.

Listen below to an excerpt of an interview Christian did with Matt.

In the audio clip below Matt explains:

the economy around content in that era was built around applause, because it was economically important there were ways of cheating it, there were ways of gaming the applause, just as there was payola around radio and TV, around music...

Can hollow content echo?

So technology apart, not much has really changed since then.

Marketers still yearn for big breakthroughs and crave attention as much as the chef de claques and their paymasters did then.

Whilst the lacey bonnets of yesteryear may have been replaced with racey miniskirts of today, in essence the motives and human methods have not really shifted.

During the last World Cup in South Africa a Dutch brewery avoided official sponsorship by deploying a classic guerilla advertising tactic of ardent blonde applause in minimal attire.

However with the advent of the Games this summer, the inexorable proliferation of content, spam, and competition for attention it's getting ever harder to succeed.

If you are a marketer you face stark choices.

Run the Olympic risk of incurring the wrath of the legislation and branding regulation around the Games by going guerilla?

Continue deploying outdated SEO practices that fuel the myths and misunderstandings of SEO and risk the severe penalties that are being handed out?

The fat lady is seoing

Over time the evolving concert etiquette of opera rendered the Claquers obsolete and the art moved on.

And these days, despite protests by the SEO all too often navel gazing community, the search updates by Google, most recently Penguin - attacking thin links, and before that Panda, taking out sites with thin pages, the search results have generally improved for the wider public.

Despite the scaremongering about negative SEO and complaint about effects of business being wiped out because of sudden deindexation, there is little celebration of the counter side of the recent changes that have equally rewarded business who have flourished as a result of dramatically changed rankings.

Marketing is moving on.

It's not all about claque nowadays, the truth is if you plan to succeed your marketing needs more than just a sting.