Tag: PubCon

Pubcon is Coming!

Are you ready for this?  Pubcon 2009 in Sunny Las Vegas is almost here.  And for the first time ever, I’m taking the podium.  Runnin’ with the big dawgs.  It’s in a few weeks and I still have yet to complete my presentation.

I’m screwed.

But at least my session is the first one, on the first day, so the chances of me nursing a killer hangover and possibly missing my speaking gig will be reduced by AT LEAST 15% – give or take.

If you know me, you know I’ve been a pretty hardcore SEO for about a decade.  And if you know me well, you know that I’ve pretty much transitioned myself into full bore affiliate marketer recently.  I still have a couple cool clients, but it’s no longer my core focus.  At the time when I put in my request to speak at Pubcon,  I was still seeking clients aggressively.  And my strength to date has been corporate SEO.  And that’s what I’ll be speaking about.  How to build and in-house SEO team.

For my ex-competitors, you’ll get the sauce.  Might be worth a look eh?

The rest of the week, I’ll be chasing Lisa Barone around in hopes of getting a kiss on the cheek… or something.  I’ll hopefully be the proud winner of a personal assistant (brought to you by the same guys who inspired and caused DRINKBAIT) to help me build beer bongs and make people take shots.  And I will be buying shots for SURE for those people who supported my efforts in the Anthem Relay for Life.  Some awesome peeps like Jon Kelly, the bad asses saving the world through bioresins and what not over at ThomasNet, and one inspirational Raleigh SEO named Casey Yandle.

So get ready people.  This is gonna be the best year EVER  for PUBCON VEGAS!!


DrinkBait Recap: a Drunken Buzz Marketing Experience

DrinkBait: I Did It For The Buzz.

Here’s a little story of how one crazy web guy tripled the traffic to his personal blog simply by trying to jam as much fun into a 36 hour period as possible. For less then the price of a single Yahoo! directory submission or one hour for a high traffic phrase on Adwords, I became pseudo-famous for at least one day in the SEO world.

A wise man once said: “The trick to SEO is finding out what the search engines want, then giving it to them til they bleed”. The question is, what DO the search engines want? Do they want anchor text links on tons of external domains? Link exchanges? Div positioning and table tricks? Probably not. I think they want to know where the buzz is at.

The BackGround

Before PubCon 2006, a guy named Nathaniel Broughton and his buddies came up with a brilliant idea which they thought would make great “LinkBait”. (more on that term later) By developing an SEO Drinking Contest, they combined the power of the blogging SEO community with the social aspects of a major web conference and the party atmosphere of Las Vegas.

Brilliant idea to get people buzzing. Everybody knows that any conference like this has it’s fair share of social climbers begging to get a picture with a semi-famous SEO personality. The root of the contest was a no brainer. People where already going to buy drinks and get pics with these luminaries of search listed within the contest.

To seal the deal and insure that the blogosphere would participate, they offered a cash prize of up to $1300 to the winner of their contest. This was a no brainer. Who WOULDN’T submit their pics to the contest and who WOULDN’T link to such a neat, buzzworthy blog post if they might be featured as winners or shown next to their favorite SEO Rockstar on a highly trafficked blog, and even potentially earn a nice little cash prize?

Somebody is already catching a buzz. Google better find them if they want to stay relevant.

How To Make Your Viral Marketing Monster Work For You

Viruses by nature only need to be introduced to one person, at one opportune time, to spread like wildfire. Back in the 80s a man named Gaeten Dugas, who had contracted a relatively unknown virus, almost single handedly helped kickstart an epidemic in our country. For politic reasons this may be a bad example to use on how to positively spread a viral campaign, but it illustrates an important point. One person can multiply the results of a virus or viral campaign by moving quickly at the very beginning. If the virus hits the right person at the right time, it will spread exponentially faster.

When I first caught wind of this campaign, I was already excited to get to Vegas. I love the fun, the action, the free drinks and pretty girls, and I love marketing. Can’t get much better than a company sponsored trip to Sin City to attend a web marketing convention with most of my favorite speakers. All I need now is a little motivation to get my bags packed and stop playing “bicycle” with my daughter. So I hopped on Technorati to find out who’s blogging about the upcoming conference to see if there was anything I should know about such as parties I wasn’t invited to or things I can expect when I get there.

That’s when I found it. My excuse to mingle, my reason for going to the conference (aside from the potential nuggets of knowledge and possible contacts), my favorite new idea. PubCon Drinking Game.

Right place, right time, I was infected with the viral and they made a monster out of me.

Working the Angles

Now I’m in Vegas and rolling into the conference. I did my research and I was ready to mix it up. I immediately was greeted with like minded people who were equally as motivated as I was to engage in conversation. Being outwardly social and sincere with the nearest stranger can often kill the awkardness of a new crowd and can sometimes have long term benefits. I was feeling OK and getting into and out of sessions, but I was mostly obsessed with the contest. How am I going to win if I have no idea where all the rockstars of my industry are going to be?

That night I went out with my little brother and a friend from work and just did the typical Vegas gambling, drinking, flirting.. it was normal Vegas fun. Then out of nowhere at Nine Fine Irishmen in New York New York I saw one of my bloggers. (I call them “my bloggers” because I’ve been reading their blogs for quite some time and felt like I already knew them)

Greg Boser and Oilman Todd Friesian where surrounded by a bunch of women (and guys but I was mostly blind to them) and having a great time, probably reveling in their coolness. I asked for Greg if I could get a pic for that drinking game, and he laughed and said “Only if you buy me a beer” with perfect timing. He chuckled to Todd and said “Hey this is the first guy buying drinks for that drinking game” who immediately stepped and and mentioned he was also worth big points. (note: this was not condescending, he was totally digging the fun)

So I got my pics and left wondering where the other SEOs are, and how on earth can I possibly find them? I just chatted it up with two big guys and made them both chuckle a bit. I want to duplicate that with every big shot in the search industry. But how.

That’s when it hit me. Marketing 101. Deliver the message to the target audience WHERE the audience is. Target. Path of least resistance. Make noise where it is heard.

Hit Them Where They Are

I needed to find out where they would ALL be. Quick, think, they are all at the conference during the day, but where else… where else would they all be at the same time? Nowhere else, that’s where. It’s Vegas and at night people will scatter and do whatever they fancy. Now at least I know I need to use the conference itself as the time / place to deliver “the campaign” (or up until this point, drinks). Now I need to figure out how.

I spent the night thinking about it, do I buy a bunch of beers and put them in a back pack? Do I buy a bottle and some Red Bull? with cups? Is that even legal? That’s when it hit me. Nips. I fell asleep happy, knowing I can technically buy drinks for people without being at a bar and somehow get some pics the easy way. I found a loophole.

Kick It Up a Notch!

On day 2, knowing I would be waiting til the 3rd day of a 4 day conference to hand out the drinks (so nobody could steal my idea) I took a break from the conference to hit that SEO Thursday blog. That’s when I saw a person named markus941′s comment left at 10:04 AM.

Oooooh, I want to play.I’ll be staying at Harrah’s so a Bass Ale, but if you see me @ New York New York it’s an Irish bomb all the way.Nice “drinkbait” post by the way.”

DrinkBait! That is just too funny. One of the hottest topics in SEO lately is LinkBait, because it is not trying to fool Google or fake popularity… it is creating content with the purpose of making it “link worthy” to HELP search engines find cool new relevant content. The idea is brilliant. DrinkBait is obviously a funny little shtick, a play on words, and also very relevant for an SEO convention in Vegas since both are prone to high levels of alcohol consumption. Double meaning- both funny, both relevant.

Perfect. I need to find out NOW if that domain exists. Might be worth some links, might be worth some buzz- worst case I meet everybody and they all know my name, which in itself holds value. Within 5 minutes, I bought the domain name from Moniker and put together the plan of attack.

Tying It All In Together

In order to be successful, a good marketing campaign needs an implementation plan. So I planned out my day accordingly. Wake up, buy nips, write blog, print drinkbait.com labels, tape labels to bottles, search for web gurus and snap pics.

Within 30 seconds of getting off of the monorail, I spotted one of those SEO consultant rockstars and ran up with the bag of drinks. Great ice breaker, good shtick. “Hey Todd, you rock man! What’s your favorite drink?”

He laughed, about seven times actually, and was basically speechless. (which is the exact opposite of what would normally occur when you run up and meet somebody who has no idea who you are, but who you respect immensely)

It was too easy. One by one I found industry experts and delivered the DrinkBait. Every time it was received with the same enthusiastic laughter and appreciation. Hell, it’s a free drink that has a few side jokes attached- who could resist? (well one person did actually resist, but more on that later).

Then, I saw The KingPin of the Search Industry. Standing right there talking to a guy next to me.. I waited as patiently as I could when I finally blurted my shpeel about the contest and the drinks and the whole shebang. I sat like a little kid who just gave his dad his first Christmas present that he bought with his own money.  It seemed like it took an eternity to gage his response, and then I was met with a warm inviting smile and a chuckle. “Oh now THIS is great! I love the idea! I gotta to let a few people know about this!”

I was floored! The top guy in our industry giving ME props? I felt like a million bucks. The rest of the drinkbaiting seemed easy. IN fact, I even approached the almighty Matt Cutts ON STAGE to give him his bottle… and here’s the kicker- he already knew about me and was excited to let me get my picture taken with him! I felt like I had arrived.

Taking it to the Next Level

It worked. Everybody loved the silly buzz marketing stunt. Now comes phase II- making it bigger and better. Just like any marketing campaign: you start with a smaller test and based on the results, you either turn it up, turn it down, or turn it off.

After a day to think about it I had the perfect slogan for my campaign. “DrinkBait: DOING IT FOR THE BUZZ”. I went and bought a shot glass necklace, more nips, more labels, a label for my back and picked out my silliest most buzz worthy shirt out of my suitcase. Today was the “networking session”, AKA: DrinkFest. If I was going to make noise, this was the time and place.

I met almost everyone, and they all knew I was coming. I was being waived at and big industry experts where waving yelling out “DRINK BAIT!”. I got a bunch of pics, drank a lot, and even got interviewed by WebProNews. It definitely made a lot of buzz, and now when I go to conferences things will probably be a little different. The people I felt like I have known for so long will mostly know me now too. Good or bad (mostly good) this campaign created exactly what I think the search engines, and people want. They want the buzz.

The Results

It took exactly one day for all search engines to find my site and rank me #1 for the term DrinkBait. Now, this term is not competitive, but you gotta admit that’s still pretty quick. I did not try to build one single link. No link exchanges, no self linking from other sites, no text link ads, no link whoring. I just got some links because others picked up on the buzz and because my site was optimized for it (don’t mind you that the term was practically non existant to this point, just re-read that last sentence again and LOVE it!).

You can’t get banned from a search engine if people link at you because your topic is interesting. So if there is any takeaway for an SEO to get out of this, it is make something buzz worthy and you assume no risk. You’ll probably get some links because it is good, interesting content.

Takeaways for marketers: give new things a try, don’t be shy, go with your gut but let logic guide you as you go, and watch CLOSELY for opportunity.

Hopefully I can expand on this lesson and learn how to be the best viral buzz marketing SEO out there. Maybe I’ll end up on one of those lists where people should buy ME drinks just for being known for doing what I do best. Catching a buzz!


DrinkBait: Doing It For The Buzz!

Today is my last chance to spread drink popularity around in PubCon Vegas.  We already know Google’s drink authority can’t be beat; they bought drinks for the whole conference Tuesday.  However, yesterday’s drink bombing campaign was received so well I’m gonna kick it up a notch once again.  I have a new bag of nips (this time only Gray Goose, Patron, and Crown), a bunch more labels, a cheesy paper print out for my White and Nerdy hooded sweat shirt, and to top it off: a necklace with a shot glass.

I am going to kick this Vegas party off like a mofo, and it is gonna start in the “networking session” today.  The ReviewMe.com guys were the first to get jiggy with the DrinkBait.  We pounded a drank all up in they booth.  I’m gonna see if I can get some more people to actually drink these things during the session.  Props to Andy Hagans for being the first to step up to the plate!

I must say, this has been one of the more fun experiences I have had at a web marketing conference.  Viral marketing stunts are more fun than optimizing ads, ad spends, web pages, link portfolios, etc.  And they’re kinda almost free sort of.  You can probably expect a few more crazy antics like this from me in the future.

Point is, I’m looking to catch a buzz and get some more people buzzing right there with me.  DrinkBait, LinkBait, ThinkBait…  Maybe more people should try to actually do something offline to get themselves noticed if they want references (also known in SEO world as LINKS).

I’ve got only strong drinks in my drink portfolio, and we know that the best drink is a free drink.  Who’s next to get some of this DrinkBait? 


DrinkBait 2.0

After hearing about Nathaniel Broughton’s PubCon drinking game, I became obsessed with the concept of drinkbait.  In a prior post on the subject, I took a somewhat obnoxious (I prefer the word funny) approach to presenting the idea (complete with pics of Fonzi, Darth Vader, Vanilla Ice, and Mr. T).  However, in typical Chris Hooley fashion, I’ve taken the idea a step further than it truly needs to go.

I looked at the SEO drinking contest like some SEOs look at a search engines. I analyzed it to find a way to game the system…  

Enter the DrinkBait.com personal drink spamming campaign.

The rules of the contest state I must buy reputable SEOs a drink, and take a picture of myself with said SEO to attain points.  The person with the most points wins the contest and make a few hundred bills (and probably gets a few links from SEO bloggers too).  It did not stipulate that I needed to be in a bar, drinking, or even ask said SEOs if they want a drink.

I developed new “technology” (ok, I actually just bought the domain “drinkbait.com” from moniker and pointed it to my blog) and printed out a sheet of paper with the domain name printed all over it.  I bought about 40 nips (various flavors) and after cutting the paper up to create tabs with the domain name printed on it, I taped a tab to each bottle. 

Now all I need to do is go to the conference today with my big bag chock full of nips. Each time I see an SEO on the “list” I can run up on them with the drink I bought for them, AND I can even do drive by picture taking if said SEO is not fond of my drink spamming campaign.

This is so gonna rock.  As the self proclaimed “Frat Boy of SEO” I have a falsified reputation to uphold.  I will not let more deserving people with more refined social skills, more experience and / or industry relations, or more brains beat ME in a drinking game.  It just aint gonna happen baby.

I am headed off to the conference to give away some free drinks. Wish me luck!


Farting at Business Conferences

PubCon 2006 in Las Vegas has delivered more than a few nuggets of SEO knowledge.  I also had the priviledge of hearing 2 separate very loud, and very public farts in ONE single conference.  Sitting in a blogging session with numerous SEO rockstar panelists (I might add, this single session was worth the cost of attendance), I was surprised to hear that dreadful sound.  Part bass, part raspberry, all gross.  Somebody near the back row let one loose.

To make things worse, a few minutes later (after I was already cracking up out loud over the first fart) I think the lady right in front of me ripped one too.  This one was slightly louder too.

Maybe those boxed lunches had a little surprise in there?  I dunno.  Either way, still gross.

People, if you are going to a professional conference, try to be a little more discreet about your bodily functions.  Take medicine if you feel it coming on.  Do something.  Something except farting in public.

In fact, while I’m on a completely embarrassing and inappropriate topic, let’s talk about deodorant people.  Just because you are wearing a suit doesn’t mean you don’t smell bad after avoiding showers for a day or two.  All too often I am at a business event and somebody forgot to wash properly.  This is America, and there is running water everywhere.  Just wash better.

And for all three of my loyal readers, sorry for the off color and off topic post.  I’ll probably be back on subject soon.

Out!

 


DrinkBait: Drinks for Links!

That’s right.  My new angle is going to catch on like wildfire.

DrinkBait.

I already asked my mom to digg this post.  The SEOs at PubCon won’t be able to stop the furious force of my drink buying power, and will be forced to link to my websites with beautiful anchor text on copy rich, authoritative pages. 

Forget about the fact that Vegas serves free drinks all day and night.  I’m buying anyways.  I’m just cool like that.  And that.  And that too.

See you in Vegas, fellow SEO / SEM junkies.  I got 68 dollars that says all you mofos will be hyperlinking to my shizzle.  Resistance is futile.  You like beer, wine, and fancy drinks.  I got a wad of Hamiltons baby.

Let’s do this. 

Vegas, I’m coming home.  See you soon, don’t send me back broke!


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