Do You Know Where ALL Your Digital Exhaust Is?

Is the term "digital exhaust" the latest buzz, the latest term of the moment? Or is it something truly significant?

According to tech expert and Twitter/X influencer Vala Afshar, "The resume is dead. Your personal brand = digital footprint + digital exhaust." So, let's dive into this new term.

Digital exhaust has been described by NordVPN as "the sum total of the data generated as a byproduct of a person's digital interactions and activities. Just like the smoke exiting the tailpipe of a car, one's digital exhaust reveals activities, interests, and location. The term can also be referred to as data exhaust and digital breadcrumbs."

Some examples of digital exhaust are the following:

(1) Web browsing data such as websites visited, clickstreams, search queries, and browsing history.

(2) E-commerce data such as shopping patterns and viewed products.

(3) Mobile app data such as usage, location, and user interactions.

(4) Information generated by smart devices that are connected to the Internet such as health data from wearables, home thermostats, and home cameras.

While organizations may analyze digital exhaust with the goal to improve user experiences and customize products or services, many people have expressed concerns about privacy and security.

So, what do you think? Is there any way to cover up one's digital exhaust? And, when job-searching, is there a better way to present oneself than from one's digital exhaust?

Share this: The resume is dead. Your personal brand = digital footprint + digital exhaust. ~@ValaAfshar #DebbieLaskeysBlog #PersonalBranding

Image Credit: Twitter/X and Vala Afshar.

Digital Engagement Tips to Attract Customers and Fans

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." As a member of the Twitterverse for 13 years, I always enjoy meeting new people and learning from them. I recently re-connected with Susan Friesen from British Columbia, Canada, and invited her to appear a second time here on my Blog in a Q&A discussion about digital marketing and engagement. Highlights of our conversation follow a brief introduction.

Susan Friesen is the founder of eVision Media. In her capacity in that role, she recognizes that many business owners waste too much valuable time, money, and energy either hiring the wrong people to do their website and online marketing or trying to do it all themselves...and getting nowhere as a result. When working with clients, she has a proven, personalized, multi-pronged strategy that covers all of the critical aspects that must be done correctly to avoid these costly lessons. Susan can be found online at https://www.eVisionMedia.ca; on Instagram at https://www.instagram.com/susan.evisionmedia; on Facebook at https://www.facebook.com/eVisionMedia; and on Twitter @eVisionMedia.

QUESTION: What is your favorite marketing buzzword, and why?

SUSAN FRIESEN: Right now it's brand positioning. Positioning a business brand in the marketplace is increasingly becoming an absolute necessity. The competition is fierce and the best way to be "The" choice is to work hard at creating a positive and memorable brand.

QUESTION: What marketing buzzword do you find most annoying, and why?

SUSAN FRIESEN: I'd have to say guerilla marketing. It's just so 2000. The old model of push marketing is long dead, but a lot of "Gurus" still preach it. Yes, there could be some immediate results, but it's not a sustainable business model and leaves an overall negative impression, especially when done badly.

QUESTION: One way to continue engagement with customers and fans is email marketing. How do you do this successfully, and what are some e-newsletter tips?

SUSAN FRIESEN: For the past several years, we have consistently sent out a value-based newsletter every Thursday. Without exception! And it's paid off in spades. Our newsletters include a new blog article written specifically for our target audience (Entrepreneurs and Small Business Owners) that they find relevant and informative on their business-building journey. As a result, we have a very low unsubscribe rate.

But not only that, we stay top of mind with our existing clients who often are reminded of an update or promotion they need to do and reach out to have us take care of it. We also get new clients who may have been on our list for years and are ready to have us help them. My biggest tips are to be consistent with weekly send outs and make content about your reader and provide value. Don't make it a sales pitch!

TWEET THIS: Make content about your reader and provide value. ~@eVisionMedia #MarketingTip #DebbieLaskeysBlog

QUESTION: What are some websites you admire, and why?

SUSAN FRIESEN: Ours of course! (https://evisionmedia.ca/) Aside from that, I enjoy www.MindValley.com and the mission they are on to make the world a better place, one human at a time.

In my line of work, I come across hundreds of sites, and sadly, way too many are not designed or built in a way that positions them favourably with their ideal target audience.

QUESTION: What are some brands whose social pages (Facebook, Twitter, Instagram, etc.) you admire, and why — in other words, why are they effective with customers and/or fans?

SUSAN FRIESEN: I tend to follow more small businesses rather than big corporations. Melody Beattie has a very inspirational and motivational social presence. Dr. Berg offers a plethora of informative videos on health. Mari Smith, a Facebook expert, is always charming, informative, and entertaining. Same with Social Media Examiner - very informative and very clear on their brand positioning.

Here are the links mentioned above:
* https://www.instagram.com/authormelodybeattie/
* https://www.facebook.com/writermelodybeattie/
* https://www.facebook.com/drericberg
* https://www.facebook.com/marismith
* https://www.socialmediaexaminer.com/


My thanks to Susan for sharing her marketing insights and for appearing here on my Blog.

Image Credit: Georgie Cobbs via Unsplash.

Check out Susan's previous appearance here on my blog from November 2021:
"The Importance of Brand Identity"
https://www.debbielaskeysblog.com/2021/11/the-importance-of-brand-identity.html

Do You Speak Twitter? Check Out These #TwitterTips

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." As a member of the Twitterverse for 13 years, I always enjoy meeting new people and learning from them. I've been connected with Madalyn Sklar for awhile and am honored for her to appear here on my Blog in a Q&A format. Highlights of our conversation follow a brief introduction.

Madalyn Sklar, based in Houston, Texas, is known for being a Twitter expert and tattoo-wearing social media evangelist. She is one of the early pioneers in the digital marketing space dating back to the mid-1990s. With her vast experience, she focuses primarily on Twitter, so by following her account, you'll know how Twitter marketing is done. In addition to speaking at events and providing online training, Madalyn hosts the popular #TwitterSmarter chat every Thursday at 1pm EST and podcast.

QUESTION: You've been an amazing Twitter expert for many years. In what ways have you seen Twitter evolve, specifically over the last couple of years?

MADALYN SKLAR: It definitely seems like a lot of people have rediscovered Twitter in recent years. And it’s perfect timing, because Twitter has been implementing some new and exciting features that make the platform more enticing. We have Twitter Spaces for live, audio conversations where we can educate, learn, and make new connections. Brands looking to monetize their efforts can use Ticketed Spaces to make money on Twitter, as well as the Tip Jar. Features like this give people a reason to come back to Twitter and use the platform seriously.

QUESTION: You host a weekly TweetChat and now also conversations on TwitterSpaces. How can these types of IRL conversations help individuals and brands with their messaging?

MADALYN SKLAR: One of the great things about Twitter chats and Twitter Spaces is that you can use them as tools to get to know your audience on a deeper level. Have conversations to find out what they’re interested in and what their pain points are. Then, you can find ways to address those things with your messaging and offers. The better you understand your audience, the stronger your content will be.

TWEET THIS: The better you understand your audience, the stronger your content will be. ~@madalynsklar #TwitterTip #DebbieLaskeysBlog

QUESTION: From the perspective of a newbie on Twitter, what three pieces of advice would you offer? And from the perspective of someone who's grown a large following and engages daily on the platform, what advice would you offer?

MADALYN SKLAR: For newbies on Twitter, here are my three pieces of advice:

1) Post consistently. An active account is going to be more likely to gain followers and receive engagement.

2) Diversify your content. Don’t just post text tweets to your feed. Share videos, use Twitter Spaces, etc. Find the content formats that resonate with both you and your audience by experimenting with different ideas. You’ll likely reach tons of new people in the process.

3) Be persistent. You aren’t going to see growth overnight, so you have to stay committed.

As a bonus tip, make sure you’re engaging with other users. Social media is meant to be social and it’s important to have genuine conversations as a way to generate awareness for your brand and build relationships.

For non-newbies on Twitter:

1) Make sure you are taking advantage of all the amazing, little-known Twitter features like the tip jar, media studio, topics, moments, and advanced search.

2) Post a Twitter poll regularly. It's a great way to get instant feedback from your large audience.

3) When you have a large following, it can be challenging to reply to every tweet, but it's very important to connect with as many as you can. People do not like talking into the void.

QUESTION: Should brands offer a newsletter from their Twitter accounts?

MADALYN SKLAR: Absolutely! We need to remember that we don’t own the followings we build on social media. If these platforms were to disappear one day, we’d lose everything we’ve built. That’s why, it’s important to convert followers to email subscribers, as we actually own our email lists. Plus, newsletters are a fantastic way to stay in touch with people and continue nurturing relationships. Even better? There are no algorithms to compete with this way! Instead, you get to focus on delivering quality content to those who truly love you and what you do.

QUESTION: What do you think about the new Twitter Blue for $2.99 a month?

MADALYN SKLAR: I love Twitter Blue! If you're a power user, like me, you will find the features to be invaluable. I especially love that I can create folders for all my bookmark tweets. This keeps things organized and has been a big time saver for me. And while we do not have an edit button (yet!), with Twitter Blue, you can set a timer to undo your tweets which is great if you catch a typo or forgot to tag someone. Another great perk is early access to features being tested before they're available to everyone.

QUESTION: Lastly, Elon Musk has been in the news as he's attempted to gain control of Twitter. This brings to mind how a single individual can become the embodiment of a brand, for example, Mark Zuckerberg of Facebook, Bill Gates of Microsoft, and Richard Branson of Virgin Atlantic. How could this help or harm Twitter in the long run?

MADALYN SKLAR: The more this drags on, the less positive I feel about a good outcome. When Musk first offered to buy Twitter, I felt this could be a great benefit to Twitter's long-term success. However, in light of his delaying the transaction and now changing his mind, I'm concerned it will become a legal mess that no one will benefit from.

My thanks to Madalyn for sharing her digital marketing insights and Twitter insights and for appearing here on my Blog.

Visit Madalyn's key sites online:
Website: https://madalynsklar.com
Twitter: https://twitter.com/madalynsklar
Instagram: https://www.instagram.com/madalynsklar
LinkedIn: https://www.linkedin.com/in/madalynsklar
YouTube: https://www.youtube.com/madalynsklar

Image Credit: Tyler Callahan via Unsplash.

Social Media’s Impact on Employee Engagement and Customer Experiences

Over the last 12 years, thanks to social media, I have had the privilege to meet a variety of amazing marketing, leadership, social media, and customer experience experts. One of these experts is Kathi Kruse from Southern California. We recently discussed social media, employee engagement, and customer experience marketing, and highlights follow below Kathi’s bio.

Kathi Kruse is an automotive digital retail expert, social media strategist, dealership profitability expert, blogger, author, speaker, and Founder/CEO of Kruse Control Inc. She lives with her cats Jack, Sammy, and Daisy; and is a volunteer board member and marketing/online fundraising chair of Hanaeleh Horse Rescue. Ten percent of Kruse Control profits go to animal welfare. 

Connect with Kathi online:

LinkedIn: https://www.linkedin.com/in/krusecontrol/

Twitter: https://www.twitter.com/kathikruse/

Facebook: https://www.facebook.com/kathikruse/

Instagram: https://www.instagram.com/kathikruse/

QUESTION: We met via Twitter and Facebook back in 2013 when you provided a brand tip on my blog. You wrote: "It’s never been more important to have a customer-centric culture. Everything you say and do – including how you treat your employees – is being broadcast throughout the web. Make sure your culture is ready for prime time. Being able to tell the story of your business in a meaningful way connects your brand to your prospects and customers. By communicating how you do business, you initiate the customer experience long before they walk on the lot or visit your website." How has that tip evolved nearly a decade later?
KATHI KRUSE: Honestly, I haven't seen much evolve around this subject (at least in auto retail) so my tip remains relevant. The pandemic advanced the car business 10 years in 10 short months, so there's been a lot of upheaval and scrambling. Inventory shortages are causing a lot of disruption, so the daily operations process has had to adjust, which makes it super challenging to forecast and earn a profit. Retailers are doing well if they have cars to sell, but many do not, and they're understandably worried. Once the shortages subside, operations will have to adapt again, along with consumers' new-found freedom of buying more online. But my tip still stands exactly as I said it nearly a decade ago.

QUESTION: In 2015, you contributed to a post on my blog featuring social media tips. You wrote: "Brands must do a better job of generating employee engagement and participation in content marketing. Employees, especially salespeople, are the fountain of quality information that your customers crave. Start with a social media policy, provide training, make content submission easy, establish WIIFM (what’s in it for me), and encourage growth of employees’ personal brands. Employee expertise = quality content!" How has that tip evolved over the years?
KATHI KRUSE: Most of this tip is still solid, too! Employees are integral to a brand. Taking a holistic approach to unite the digital and traditional components of operations often means restructuring long-held beliefs. Outdated behaviors and processes constitute change, and employees play a significant role in any plan toward digital retail transformation. What's changed with my tip is that it's not just content marketing anymore that employees should participate in. Now, it's representing themselves online in a way that aligns with the brand and integrating Social Selling techniques to laser-target their prospecting and establish rapport through existing connections.

TWEET THIS: Employees are integral to a brand. –@KathiKruse #EmployerBranding #BrandExperience #DebbieLaskeysBlog

QUESTION: What's your favorite social media platform, and why?
KATHI KRUSE: Twitter. It's a great way to meet more people, introduce them to my business content and capitalize on common interests. I'm an equine advocate/Board member at Hanaeleh Horse Rescue, and Twitter allows me to share more information to those that don't know what's happening on our public lands with wild horses and burros. 

Instagram is a close second for me, for different reasons. At the end of the day, I can fire up Instagram, navigate to Beth Stern's (Howard's wife) account, and see what kittens she's rescued and adopted out. Also see what Toby Toad's doing. If you're not following him, you're missing out!

 Check out Beth Stern at: https://www.instagram.com/bethostern/

Check out Toby Toad online at: https://www.instagram.com/yaboi_toby_toad/

Check out Hanaeleh Horse Rescue online at: https://www.hanaeleh.org/

TWEET THIS: Twitter is a great way to capitalize on common interests. —@KathiKruse #Twitter #SocialMediaMarketing #DebbieLaskeysBlog

QUESTION: According to Bill Gates, “Your most unhappy customers are your greatest source of learning.” Have you ever had an experience that began horribly and ended by your becoming a happy advocate for the brand?
KATHI KRUSE: This is about turning a bad experience into a positive one. I had a problem with one of the sensors on my home security system. I called to get help, and it didn't go well. The person was clearly untrained, which made them unsure of themselves and unable to help me. Since I wasn't able to get my situation handled, I gave up that day after getting very frustrated. 

I was seriously contemplating going to a different company, but rather than jump, I waited a few days and called again. This time, I talked with a great gal who walked me through replacing the sensor myself. She also explained that the person who had frustrated me earlier was based in another country and does work very hard. I felt bad for being so frustrated with the company. That rep turned things around for me and saved me from jumping ship to another company.

QUESTION: If you could be the Chief Customer Officer for any brand, which would it be, and why?
KATHI KRUSE: I do love a challenge. I would choose Ariat, a brand of footwear and clothing for equine enthusiasts. As I mentioned earlier, as a volunteer at Hanaeleh, I'm around horses every weekend. Ariat makes the BEST barn boots I've ever used (and I've tried many). I still have the first pair I bought nine years ago! And I've bought at least 8 more pairs since then. These boots have to stand up to dirt, water, hay, mud, and, of course, poop (!), and they are fantastic. Unfortunately, their customer experience isn't up to par with their product. I've witnessed a lack of connection to customers over the years, and I'd love to help them turn the brand into something everyone talks about - even those that don't work with horses all the time.

My thanks to Kathi for sharing her marketing insights and for appearing here on my Blog.

Image Credit: Debbie Laskey.

Tips to Establish Your Digital Brand

Over the last 12 years, thanks to social media, I have had the privilege to meet a variety of amazing marketing, leadership, and customer experience experts. One of these experts is Zen Yinger from North Carolina. We recently had a discussion about marketing, and highlights follow below Zen’s bio.

Zen Yinger is the CEO of ZenSocial, and as a digital marketer for over a decade, she loves to help technology and cybersecurity companies and C-Suite teams begin and scale their digital presence to become thought leaders within their industries. She also coaches entrepreneurs and professionals who are in the process of making a delayed entry into the digital world. She has been recognized in Onalytica’s Top 100 for Social Media Marketing Influencers and Top 100 PR Influencers. Also, she is passionate about #WomensAdvocacy #WomenSupportingWomen #HeForShe and #TechForGood. Her website is www.zenyinger.com; her Blog is www.zenyinger.com/blog; and she can be found on Twitter/Facebook/LinkedIn/Instagram/Pinterest as Zen Yinger.

QUESTION: On your website, you wrote about the importance of, "Establishing your brand as an industry expert, promoting your thought leadership and keeping your communities, brand advocates, and clients coming back for more." What key ways do you recommend accomplishing this?
ZEN YINGER: When it comes to building your social authority, it’s all about ‘show – don’t just tell.’ By sharing relevant information, your thoughts, and insights consistently; engaging with your community by participating in social chats, and through meaningful engagement, you begin to build your community of peers, fans, brand advocates, and prospects who become clients. If you are genuine and do your best to help folks without the hope for a get (aka, something in return), you become a well-respected member of your community. As I discovered when I first began my journey with social media, “The Power Of Your Community Will Make Your Brand The Next Big Thing.” It was true a decade ago, and just as true today.

TWEET THIS: If you are genuine and do your best to help folks without the hope for a get, you become a well-respected member of your community. -@ZenYinger #DebbieLaskeysBlog

QUESTION: Many people remember the famous OREO Tweet during the 2013 Super Bowl. With that in mind, what's your favorite social media marketing campaign?
ZEN YINGER: B2C brands get a much better opportunity to use creativity and visual marketing to their advantage to connect with their audiences through high impact, high recall, social media marketing campaigns.

It’s time we see more B2B brands create high impact, high recall social media marketing campaigns. That said, I loved Coke’s #ShareACoke campaign and Dove’s #ShowYourself campaign with messages that were simple, yet they connected deeply with me. The Zoom Background Competition via Twitter last year was fun too.

QUESTION: What's your favorite marketing or social media buzzword, and why?
ZEN YINGER: I love:

#Organic Content: Non-paid branded content which is how brands used to post and engage on social media, to be social instead of “doing social” via paid content. Unfortunately, brands have to pay now for impressions and reach on most social networks, because social media algorithms have started showing only a tiny percentage of organic content to a brand’s community.

On Twitter, I often use #WomenSupportingWomen #HeForShe #MarketingTwitter #socialmedia #digitalmarketing and #Marketing hashtags. I also LOVE using emojis whenever relevant, especially during Twitter conversations (or in Twitter speak, convos).

QUESTION: What's your least-liked marketing or social media buzzword, and why?
ZEN YINGER: I do not like the buzzword #hustle that many marketers use. I prefer the word being in the "#flow," which is when we are working at our best using less energy, more receptive to creative solutions, achieve positive results and greater success.

QUESTION: What do you think will be the central focus of our social media marketing discussions a year from now?
ZEN YINGER: All through 2021-2022 and beyond, we are going to experience a marketing makeover with our digital world adapting to a post-pandemic target audience which has adapted to a new remote work or hybrid environments. People all over the world have developed new habits, with accompanying new wants and needs.

Brand marketers will need to do more social listening, engage more to understand, so they don’t drop the ball on clear and effective messaging to connect with their post-pandemic audience.

There will be a massive uptick in social media customer service, where even smaller brands will have to join the digital world and be available 24/7 if they want to keep their clients/customers happy. Almost everyone will have to become digitally savvy to navigate our ALWAYS ON digital world.

TWEET THIS: Brand marketers will need to do more social listening to connect with their post-pandemic audience. -@ZenYinger #BrandTip #DebbieLaskeysBlog

My thanks to Zen for sharing her social media marketing insights and for appearing here on my Blog.

Image Credit: Debbie Laskey.