Marketing and Publicizing Your Site

August 8, 2006

“Build it and they will come” is not a very good web strategy.
Instead, think “if I spent $3000 on a website but no visitors came, did
I spend $3000?” There are no guarantees that anyone will ever visit a
site. But there are ways to make sure they do.

Much of web mar­ket­ing fol­lows the rules of any oth­er mode of
pub­lic­i­ty: iden­ti­fy an audi­ence, build a brand, appeal to a lifestyle
and keep in touch with your cus­tomers and their needs. A sucess­ful web
cam­paign uti­lizes print mail­ings, man­u­fac­tured buzz, gen­uine word of
mouth and email. Finances can lim­it the options avail­able but everyone
can do something.

One of the most excit­ing aspects of the inter­net is that the most
pop­u­lar sites are usu­al­ly those that have some­thing inter­est­ing to
offer vis­i­tors. The cost of entry to the web is so low that the little
guys can com­pete with giant cor­po­ra­tions. A good strat­e­gy involves
find­ing a niche and build­ing a com­mu­ni­ty around it. Per­son­al­i­ty and idio­syn­cra­cy are actu­al­ly com­pet­i­tive advantages!

It would be cru­el of me to just drop off a com­plet­ed web­site at the
end of two months and wash my hands of the project. Many web designers
do that, but I’m more inter­est­ed in build­ing sites that are used. I can
work with you on all aspects of pub­lic­i­ty, from design to launch and
beyond to ana­lyz­ing vis­i­tor pat­terns to learn how we can serve them better.

Making sites sticky

We don’t want some­one to vis­it your site once, click on a few links
and then dis­ap­pear for­ev­er. We want to give your vis­i­tors rea­sons to
come back fre­quent­ly, a qual­i­ty we call “sticky” in web par­lance. Is
your site a use­ful ref­er­ence site? Can we get vis­i­tors to sign up for
email updates? Is there a com­mu­ni­ty of users around your site?

Making sites search engine friendly

Google. We all want Google to vis­it our sites. One of the biggest
scams out there are the com­pa­nies that will reg­is­ter your site for only
$300 or $500 or $700. The search engines get their
com­pet­i­tive advan­tage by includ­ing the whole web and there’s no reason
you need to pay any­one to get the atten­tion of the big search engines. 

The most impor­tant way to bring Google to your site is to build it
with your audi­ence in mind. What are the key­words you want peo­ple to
find you with? Your town name? Your busi­ness? Some spe­cif­ic qual­i­ty of
your work? I can build the site from the ground up to high­light those
phras­es. Here too, being a niche play­er is an advantage. 

I know lots of Google tricks. One site of mine start­ed attract­ing four times the vis­its after its pro­gram­mer and I redesigned it for Google. My sites are so well indexed that if I often get vis­i­tors search­ing for
the odd­est things. We can actu­al­ly tell when vis­i­tors come from search
engines and we can even tell what they’re search­ing for! Google
appar­ent­ly thinks I know “how to flat­ten used sod” and am the guy to
ask if you won­der “do amish women wear bras.” I can make sure your impor­tant search terms also get noticed by Google and the rest!

Why would a Quaker do a crazy thing like that?

June 10, 2006

Look­ing back at Friends’ respons­es to the Chris­t­ian Peace­mak­er hostages

When four Chris­t­ian Peace­mak­ers were tak­en hostage in Iraq late last Novem­ber, a lot of Quak­er orga­ni­za­tions stum­bled in their response. With Tom Fox we were con­front­ed by a full-on lib­er­al Quak­er Chris­t­ian wit­ness against war, yet who stepped up to explain this modern-day prophet­ic wit­ness? AFSC? FCNL? FGC? Nope, nope and nope. There were too many orga­ni­za­tions that couldn’t man­age any­thing beyond the boil­er­plate social jus­tice press release. I held my tongue while the hostages were still in cap­tiv­i­ty but through­out the ordeal I was mad at the exposed frac­ture lines between reli­gious wit­ness and social activism.

When­ev­er a sit­u­a­tion involv­ing inter­na­tion­al issues of peace and wit­ness hap­pens, the Quak­er insti­tu­tions I’m clos­est to auto­mat­i­cal­ly defer to the more polit­i­cal Quak­er orga­ni­za­tions: for exam­ple, the head of Friends Gen­er­al Con­fer­ence told staff to direct out­siders inquir­ing about Tom Fox to AFSC even though Fox had been an active leader of FGC-sponsored events and was well known as a com­mit­ted vol­un­teer. The Amer­i­can Friends Ser­vice Com­mit­tee and Friends Com­mit­tee on Nation­al Leg­is­la­tion have knowl­edge­able and com­mit­ted staff, but their insti­tu­tion­al cul­ture does­n’t allow them to talk Quak­erism except to say we’re a nice bunch of social-justice-loving peo­ple. I appre­ci­ate that these orga­ni­za­tions have a strong, vital iden­ti­ty, and I accept that with­in those con­fines they do impor­tant work and employ many faith­ful Friends. It’s just that they lack the lan­guage to explain why a gro­cery store employ­ee with a love of youth reli­gious edu­ca­tion would go unarmed to Badg­dad in the name of Chris­t­ian witness.

The wider blo­gos­phere was total­ly abuzz with news of Chris­t­ian Peace­mak­er Team hostages (Google blogsearch lists over 6000 posts on the top­ic). There were hun­dreds of posts and com­ments, includ­ing long dis­cus­sions on the biggest (and most right-leaning) sites. Almost every­one won­dered why the CPT work­ers were there, and while the opin­ions weren’t always friend­ly (the hostages were often paint­ed as naive ide­al­ists or disin­gen­u­ous ter­ror­ist sym­pa­thiz­ers), even the doubters were moti­vat­ed by a pro­found curios­i­ty and desire to understand.

The CPT hostages were the talk of the blo­gos­phere, yet where could we find a Quak­er response and expla­na­tion? The AFSC respond­ed by pub­li­ciz­ing the state­ments of mod­er­ate Mus­lim lead­ers (call­ing for the hostages’ release; I emailed back a sug­ges­tion about list­ing Quak­er respons­es but nev­er got a reply). Friends Unit­ed Meet­ing put togeth­er a nice enough what-you-can-do page that was tar­get­ed toward Friends. The CPT site was full of infor­ma­tion of course, and there were plen­ty of sto­ries on the lefty-leaning sites like elec​tron​i​ci​raq​.net and the UK site Ekkle­sia. But Friends explain­ing this to the world?

The Quak­er blog­gers did their part. On Decem­ber 2 I quick­ly re-jiggered the tech­nol­o­gy behind Quak​erQuak​er​.org to pro­vide a Chris­t­ian Peace­mak­er watch on both Non​vi​o​lence​.org and Quak­erQuak­er (same list­ings, mere­ly rebrand­ed for slightly-separate audi­ences, announced on the post It’s Wit­ness Time). These pages got lots of views over the course of the hostage sit­u­a­tion and includ­ed many posts from the Quak­er blog­ger com­mu­ni­ty that had recent­ly congealed.

But here’s the inter­est­ing part: I was able to do this only because there was an active Quak­er blog­ging com­mu­ni­ty. We already had gath­ered togeth­er as a group of Friends who were will­ing to write about spir­i­tu­al­i­ty and wit­ness. Our con­ver­sa­tions had been small and inti­mate but now we were ready to speak to the world. I some­times get paint­ed as some sort of fun­da­men­tal­ist Quak­er, but the truth is that I’ve want­ed to build a com­mu­ni­ty that would wres­tle with these issues, fig­ur­ing the wrestling was more impor­tant than the lan­guage of the answers. I had already thought about how to encour­age blog­gers and knit a blog­ging com­mu­ni­ty togeth­er and was able to use these tech­niques to quick­ly build a Quak­er CPT response.

Two oth­er Quak­ers who went out of their way to explain the sto­ry of Tom Fox: his per­son­al friends John Stephens and Chuck Fager. Their Freethe​cap​tives​now​.org site was put togeth­er impres­sive­ly fast and con­tained a lot of good links to news, resources and com­men­tary. But like me, they were over-worked blog­gers doing this in their non-existant spare time (Chuck is direc­tor of Quak­er House but he nev­er said this was part of the work).

After an ini­tial few qui­et days, Tom’s meet­ing Lan­g­ley Hill put togeth­er a great web­site of links and news. That makes it the only offi­cial Quak­er orga­ni­za­tion that pulled togeth­er a sus­tained cam­paign to sup­port Tom Fox.

Lessons?

So what’s up with all this? Should we be hap­py that all this good work hap­pened by vol­un­teers? Johan Mau­r­er has a very inter­est­ing post, “Are Quak­ers Mar­gin­al?” that points to my ear­li­er com­ment on the Chris­t­ian Peace­mak­ers and doubts whether our avoid­ance of “hireling priests” has giv­en us a more effec­tive voice. Let’s remem­ber that insti­tu­tion­al Quak­erism began as sup­port of mem­bers in jail for their reli­gious wit­ness; among our ear­li­est com­mit­tee gath­er­ings were meet­ings for suf­fer­ings — busi­ness meet­ings focused on pub­li­ciz­ing the plight of the jailed and sup­port the fam­i­ly and meet­ings left behind.

I nev­er met Tom Fox but it’s clear to me that he was an excep­tion­al Friend. He was able to bridge the all-too-common divide between Quak­er faith and social action. Tom was a heal­er, a wit­ness not just to Iraqis but to Friends. But I won­der if it was this very whole­ness that made his work hard to cat­e­go­rize and sup­port. Did he sim­ply fall through the insti­tu­tion­al cracks? When you play base­ball on a dis­or­ga­nized team you miss a lot of easy catch­es sim­ply because all the out­field­ers think the next guy is going to go for the ball. Is that what hap­pened? And is this what would hap­pen again?

What is this QuakerQuaker thing?

March 29, 2006

There’s been some head-scratching going on about Quak­erQuak­er over the last few weeks. In the ser­vice of trans­paren­cy I’ve post­ed my con­trib­u­tor guide­lines on the “About Quak­erQuak­er page”. Here they are:

Post should be explic­it­ly Quak­er: Any thought­ful posts from any branch of Friends that wres­tles in some way with what it means to be a Quak­er is fair game. While we all have our own issues that con­nect deeply with our under­stand­ing of our faith, the Blog­watch only seems to work if it keeps focused on Quak­erism, on how we our faith and lives inter­act. Back when this was just a links list on my per­son­al site I would get com­plaints when I added some­thing that seemed relat­ed to my under­stand­ing of Quak­erism but that was­n’t specif­i­cal­ly writ­ten from a Quak­er stand­point (when we want to make this kind of link we should do so on our per­son­al blogs where we can put it in bet­ter context).

Post should be time­ly: I’ve billed Quak­erQuak­er as “a guide to the Quak­er con­ver­sa­tion” and links should go to recently-written arti­cles with strong voic­es. We’re not try­ing to cre­ate a com­pre­hen­sive list of Quak­er web­sites, so no link­ing to orga­ni­za­tion­al home­pages. While most links should go to blog posts, it’s fine to include good arti­cles from Quak­er pub­li­ca­tions. A link to some­thing like a press release or new book announce­ment should only be made if it’s extra­or­di­nary. Remem­ber that Quak­erQuak­er posts will only appear on the main site for a few days (if the ini­tial set­up goes well I can start work on some ideas to giave a more time­less ele­ment to the site).

Post should be Inter­est­ing: Don’t book­mark every­thing you find. If the post feels pre­dictable or snoozy, just ignore it (even if the writer or top­ic is impor­tant). The Quak­er blog­gers all have their audi­ences and we don’t need to high­light every post of every blog­ger. Only make the link if the post speaks out to you in some way (it’s quite pos­si­ble that one of the oth­er con­trib­u­tors will pick up, find­ing some­thing you didn’t and high­light­ing it in their descrip­tion). That said, the posts you link to don’t have to be mas­ter­pieces; they can have gram­mat­i­cal and log­i­cal mis­takes. What’s impor­tant is that there’s some idea in there that’s inter­est­ing. It might be a good dis­ci­pline for each of us not to add our the posts from our own per­son­al blogs but to let one of the oth­er con­trib­u­tors do it for us.

That’s it. While there are some vague assump­tions in all this about the role of tra­di­tion and com­mu­ni­ty, dis­ci­pline and indi­vid­u­al­ism, there’s noth­ing about the­ol­o­gy or who gets linked. This is a pub­li­ca­tion, with some­thing of an edi­to­r­i­al voice in that I’ve cho­sen who gets to add links and asked them to be sub­jec­tive, but its very mel­low and I’ve been hap­py to see con­trib­u­tors range far afield. Google tells us that this is one of 18.7 mil­lion “Quak­er” web­sites and $10/month will get you your own so let’s not do too much navel-gazing about what’s linked or not linked. If you don’t find it inter­est­ing, there are plen­ty of non-subjective Quak­er blogs lists out there. I do lis­ten to feed­back and am always twid­dling with the site so feel free to send email to me at mar​tinkel​ley​.com/​c​o​n​t​act.

Quaker Map Hack

May 26, 2005

To the best of my knowl­edge this is the first Quak­er Google Maps hack, show­ing the meet­ing­hous­es of down­town Philadel­phia. Click on the thumb­tacks for details; click on the satel­lite view for a cool view! Like much of the web it looks much bet­ter in “Firefox”:http://www.mozilla.org/products/firefox/. Hack cour­tesy of the extreme­ly exper­i­men­tal “MyGmaps”:http://mygmaps.com, data from “Quakerfinder.org”:www.Quakerfinder.org. Here’s my short list of “Google Map Hacks”:http://del.icio.us/martin_kelley/map.
Although I love Quak­erfind­er, it should be not­ed that Google does almost as good a job list­ing area “Friends Meet­ings” via their “local search” feature.

Let Your Lives Speak

April 20, 2005

In the book­store today a cus­tomer called in and asked about “Let your lives speak,” a phrase fre­quent­ly attrib­uted to George Fox (it’s the source of a book title, “Lives that Speak”). While a quick Google search finds lots of pages where peo­ple say things like “as George Fox said, you should ‘let your lives speak,’” no one actu­al­ly gives details of when and where he said it. The phrase seems to sit only by itself, with no pas­sages before or after it. A few sites claim it was part of his mes­sage on Fir­bank Fell but no one cites a source. Sit­ting on the same Palm Pilot as the Yard­birds MP3s is Fox’s Jour­nal (Jones edi­tion) and a key­word search doesn’t pick up “lives that speak” or “let your lives speak” any­where. Smells fishy, like anoth­er one of those too-good-to-be-true Fox quotes. Can any­one doc­u­ment that it’s real?

PS: I fly bright and ear­ly tomor­row morn­ing for this year’s Quak­ers Unit­ing in Pub­li­ca­tions meet­ing, in Ore­gon. I don’t know what inter­net access I’ll have so my apolo­gies if new com­ments have to sit for a few days.

Selling Quakerism to The Kids

November 23, 2004

A few weeks ago I got a bulk email from a promi­nent sixty-something Friend, who wrote that a pro­grammed New Age prac­tice pop­u­lar in our branch of Quak­erism over the last few years has been a “cru­cial spir­i­tu­al expe­ri­ence for a great many of the best of our young adult Friends to whom [Lib­er­al Friends] must look for its future” and that they rep­re­sent­ed the “ris­ing gen­er­a­tion of ded­i­cat­ed young adult Friends.” Real­ly? I thought I’d share a sam­pling of emails and posts I’ve got­ten over just the last cou­ple of days.

Con­tin­ue read­ing

Vanity Googling of Causes

October 2, 2004

A poster to an obscure dis­cus­sion board recent­ly described typ­ing a par­tic­u­lar search phrase into Google and find­ing noth­ing but bad infor­ma­tion. Repro­duc­ing the search I deter­mined two things: 1) that my site topped the list and 2) that the results were actu­al­ly quite accu­rate. I’ve been hear­ing an increas­ing num­ber of sto­ries like this. “Cause Googling,” a vari­a­tion on “van­i­ty googling,” is sud­den­ly becom­ing quite pop­u­lar. But the inter­est­ing thing is that these new searchers don’t actu­al­ly seem curi­ous about the results. Has Google become our new proof text?

Con­tin­ue read­ing

Souping up the Firefox Browser: My Tips and Tricks

June 17, 2004

It’s ‘Tech Thurs­day’ here at Quak­er Ranter. I try not to get over­ly excit­ed by soft­ware and I attempt to stay neu­tral in the var­i­ous sil­ly tech wars con­stant­ly rag­ing (the old Mac vs Win­dows being the grand­dad­dy of them all). But the newest ver­sion of the Fire­fox brows­er is so much supe­ri­or to Inter­net Explor­er that I have to sing its prais­es and talk about how to soup it up with cool features.

Con­tin­ue read­ing