10 Tips for Writing a Great CV Guest post by Elinor Bat-Genstein, Founder & Managing Partner of CommuniTech. Elinor has worked as Marketing Director, Product Marketing Manager, and Sales Operation Manager in the Israel high-tech industry since 1996. Elinor established CommuniTech in order to develop best practices and domain expertise, with a special emphasis on Product Marketing for global companies, so as to utilize her personal strength in this domain.

Today CommuniTech is concentrating on placement of, and training for, Marketing and Sales position worldwide. Growing up in Paris gives Elinor a clear advantage while helping Israeli organizations in placement projects for their European subsidiaries. Before founding CommuniTech, Elinor was the marketing director at the Israeli Mobile Association (IMA), Global Director of Marketing at Personeta, and Product Marketing Manager at Amdocs, from where she has a vast and global network of candidates. Learn more about Communitech here: www.communitech.co.il.

Today when the market is full of excellent candidates – the first buffer for you to get an interview is your CV. Your CV is your most important marketing tool – worth investing.

1. Personal Details – Must: Name/ Phone number and email

Do not forget email; companies use it for communication!

You can add other parameters like if you are born elsewhere – but marital status, children and your age are not relevant for getting a job and should not be listed

and no picture on the CV

2. Try not to exceed 2 pages (and yes – we know you have a lot to write about yourself)

Do not have more than 5 bullets on each position

3. Font: people are reading your CV.

If you want recruiters to like you use: Ariel font – size 11

4. Colors: I personally adore it; if someone is writing the company names in another color, it makes it easy to follow

5. Companies’ logo – if you worked for well known companies – add the logo to the CV – this always makes an impression

6. Executive summary – personally I am not a fan, but in some cases when it is hard to categorize the person, try to have a short one : write 4 bullets about

a. The role you can perform

b. Your market experience – Telco/ Web / Security/ Clean-Tech

c. Geographic expertise (Europe / APAC / Africa etc.)

d. Your strengths

7. Always write a short sentence about the companies you worked for – do not assume all recruiters know all the market (i.e. ” leading provider billing-ordering and CRM for telecom and IPTV”)

8. Education vs. Work Experience – what comes first? The order should be as follows: if you went to a well known university: put in on the top page (you worked hard to get in and it worth credibility). However, if you chose an unknown university but your career path is impressive: put the education on the bottom (and spare us your high-school name…and “megama”)

9. Prizes and awards: write about every single prize you ever got and if your company gave you a bonus awards / top grades – mention that as well.

10. Tips per roles:

a. Sales: write your customers’ names and size of deals

b. Marketing: write which PR agency / firm you used and which conventions you promoted

c. Engineer: write about all the technologies you are familiar with

A good CV is all about MARKETING!

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About a year ago we reported that Innovate!Europe was holding a workshop and networking event in Israel, through which one startup would be selected to participate in Guidewire STUDIO, an in-residence business accelerator in Silicon Valley.

Well, Innovate!Europe is coming back to Israel, but this time as the Innovate!2010 global competition. The goal of the competition is to identify and promote up-and-coming technology and media startups. They’re looking for early-stage companies that “have what it takes to be named one of the world’s most promising startups.”

Here’s more info from an email they sent around:

The top 100 companies will be featured in a prestigious list known as the Innovate!100 – and the best of the best will receive a share of prizes valued at nearly $250,000. In addition, every startup that applies will receive promotional exposure and free training designed to improve their chances of success.

Participating startups will be evaluated using Guidewire Group’s proprietary G/Score assessment methodology, which is based on our team’s experience vetting more than 20,000 startups for DEMO and Guidewire Group. Finalists will then be invited to deliver rapid-fire pitches in front of a panel of expert judges and audience members at one of our Innovate!2010 Pitch Slams.

We have scheduled Innovate!2010 Pitch Slams in over a dozen European cities between March 1 and March 29, and additional events will be held in the United States in the coming months. There will also be an online evaluation process for finalists that are not able to attend in person.

The Innovate!2010 Pitch Slams will be held in a bunch of cities, including Tel Aviv on March 15. To apply go to the Innovate!2010 application page. Here are some bits about the application stages according to that page:

Step 1: Startups apply online to receive:

• 2 tickets to an Innovate!2010 Pitch Slams (worth over $100 USD)
• Access to online pitch training
• Promotion to local journalists and through a network of over 5,000 news sites
• The chance to be chosen to pitch at a local Pitch Slam to win a place on the Innovate!100, cash and other prizes.

There is a $75 application fee – approximately €54 – which will not be charged until you complete the form.

Guidewire Group’s analysts will evaluate all applications and invite 10-15 Finalists to pitch at a local Pitch Slam.

Step 2: Local Pitch Slams take place

Startups invited to pitch at the Innovate! Pitch Slams will be notified by email 7-10 days before the event where:

• Each finalist pitches for 5 minutes
• Each company is evaluated by our team of expert judges and provided with a G-Score.
• The Most Promising Startup of the night is chosen.

Finalists who are not able to attend their Pitch Slam will be invited to participate in a web-based pitch session.

Step 3: Promotion of the Innovate!100

Pitch videos for all of the Innovate!100 Finalists will be used to promote pitching companies to local journalists and a network of over 5,000 news sites and via the Innovate! Connections Program.  Startups with the top G/Scores will be named to the Innovate!100 list for 2010 and the Innovate! Challenges prizes will be awarded.

I think this is a great opportunity for some early-stage startups to get the resources and support they may need to take their company to the next level.

Good luck to all the applicants!

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Ever since Barak Obama managed to raise $6.9 million out of $25 million through small donations on the web, 92% of which were $100 or less, many involved in the non-profit world started to understand the potential of crowd sourcing small “micro-donations” instead of, or in addition to, the traditional approach of getting small numbers of large donations. Micro-donations are generally under $10 per person, with the idea being to crowdsource very large numbers of donors. A good example of an organization that maximizes the potential of micro-donations is Kiva. Kiva’s fund-raising activity takes place almost exclusively on the web, where it allows donors to make small donations to finance small businesses in developing countries. Kiva uses the web and social media brilliantly (their email newsletter is one of the best I’ve seen), and their emphasis on the fact that donations are “person-to-person,” and the transparent nature of their enterprise succinctly represents the personal culture that users of social media expect and appreciate.

round-up simplifies micro-donations

A new initiative in micro-donations came to Israel in 2008 in the form of round-up, or “Igul Letova” in Hebrew. round-up is a non-profit that enables people to give micro-donations to non-profits of their choice by rounding up purchases on credit cards or by rounding down salaries. The option to give automatically every month by rounding down one’s salary was recently added by the organization.

I interviewed Vered Shavit Mazor, Manager at round-up, to learn more about their initiative.

Me: How can people join the new employee salary round-up option?

Vered: This is being implemented in companies that are characterized by an ongoing connection (like computerized payment or collection) with a large user base. Until September of this year, the only option for rounding up was available credit card companies. In September, we introduced the option for companies that use Hilan Tech to manage their salaries to offer round-up to their employees. Hilan Tech developed a unique module for their system which enables direct donation from an employee’s salary slip. Amdocs and Matrix are already offering their employees to round-up.

The way the rounding up works is as follows: an employee chooses to donate a small amount on a monthly basis by rounding down their salary to the nearest 5 NIS, 10 NIS or 20 NIS, which would yield an average monthly donation of NIS 2.5, NIS 5 or NIS 10 accordingly. The employee chooses which cause or category of causes will receive their donation. In the event that the company is interested in doing so, the module can also enable the employer to match the employee’s donation, for the same cause.

Me: How does the employee choose the cause they are donating to?

Vered: Employees can choose to donate to a minimum of one or a maximum of three causes from the list of eligible causes compiled by round-up. The donations can be made to general categories of non-profits, like health or education, and/or to specific designated NPOs. The employee’s donation will be divided equally between the selected causes. In the event that a general category is chosen, the donation will be divided equally between all the NPOs in that category.

The amount of the donation will appear on the salary slip as a debit line and the cause/s for the donation and the amounts transferred that month shall also be presented. If the employer matched the donation, an additional line item will appear on the salary slip noting the employer’s donation. round-up transfers the monies in full according to the specifications of the donors, based on a report received from the employer via Hilan Tech.

Me: What does a company need to do to join?

Vered: The implementation of round-up is via the salary accountant and/or the human resources department, and based on the Hilan Tech salary system which has been configured to handle the matter in a simple and effective way.

Me: How did round-up select the organizations that receive the donations?

Vered: A public committee founded by round-up and headed by President of the Supreme Court (ret.) Judge Meir Shamgar prepared a list of categories and foundations that can be selected by donors. All the causes in the list successfully passed the “Seal of Transparency” test of Midot, an organization that rates and screens non-profit organizations.

The list of eligible causes currently includes over 40 foundations in the following categories: health, education, children and youth at risk, welfare and employment, women in distress, culture and recreation, communities in need and new immigrants, quality of the environment, tolerance and human rights, and people with disabilities.

Me: What’s the big vision behind round-up?

Vered: Several shekels from many employees can total tens of hundreds of millions of shekels per year for advancing social causes.

Me: Thanks Vered!

—————————————-

While round-up doesn’t specifically use the web or social media to crowdsource their donations, the approach to micro-donations via credit cards or salary slips is simple and therefore effective. Additional details about round-up can be found on the website: www.round-up.org.il.

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Still confused by how to use PayPal in Israel? You’re not alone. No matter how many times we write it up and try to understand all the ins and outs, and jump for joy over new developments, we still have more questions. Ever since PayPal started paying attention to Israeli online payments, we’ve eagerly been following the developments along the way, and have even become so PayPal obsessed that we’re now considered PayPal experts.

But of course we’re obsessed since being able to easily accept and send online payments is crucial to any kind of online commercial activity. If you’re driving traffic to your ecommerce site with SEO (search engine optimization) and/or social media marketing, you need to see measurable results and often that includes making sales. The ability to use PayPal or other online gateways without having to sell our unborn children (someone on twitter actually made that comparison) can make all of that possible.

Luckily, Nissim Ohayon, Sr. Business Development Manager at PayPal Israel came to Jerusalem Web Professionals last night to try to calm our anxiety.

Here were the major questions and answers from the evening

1. Can you withdraw US dollars in Israel?
   No, you can only withdraw money in the currency of the country you’re in.  In Israel, you can withdraw shekels. In the US, you can withdraw dollars.
2. Can I use a local Israeli credit card like Visa Cal or Isracard to RECEIVE money?
   No, but now it’s not really an issue since you can withdraw funds to your Israeli bank account.
3. Can you use a local Israeli credit card to SEND money?
   No, only PayPal or international credit cards at this point. No plans yet to make this available.
4. How can I fill up my PayPal account with money?
   Right now, the only way to fill up your account is through getting paid by someone else. No plans announced yet for when you can transfer funds from your bank account to your paypal account.
5. There are 3 types of PayPal accounts – Personal, Premier, and Business. What’s the difference?
   Personal: You can receive payments via PayPal only.
   Premier: You can accept credit cards. For individuals who buy and sell online.
   Business: You can accept credit cards. For merchants who buy and sell online.
6. What are the fees associated with the Merchant (Business or Premier) accounts?
   You can look at the PayPal Israel site to see a list of transaction fees.
7. Are there any fees associated with the Personal account?
   PayPal to PayPal payments are free.  However, let’s look at the following example.  Let’s say you have a personal account and someone is supposed to pay you $10. If their account has $0, the money will come from their bank account or credit card. If it comes from their credit card, you pay 5.4% fee to PayPal.
8. Can you set up a PayPal Debit Card in Israel?
   Not at the present time.
9. Are there any plans for Hebrew integration, Hebrew buttons, etc.?
   Not at the present time.

Handy Israel-Specific Send, Receive, Withdraw VISUAL

For Web Developers

Nissim discussed X.com, a developer network community for developers looking to extend PayPal’s usage with new applications.

Alternatives to PayPal in Israel for accepting local credit cards

Since PayPal doesn’t accept local Israeli credit cards, Tranzila came up as the only alternative to PayPal to accept local Israeli credit cards. The problem for small businesses in Israel is that Tranzilla charges a monthly fee which is not cost effective for minimal monthly transactions.

Conclusion

In short, Nissim reminded me what a great option PayPal is for safely accepting international payments. He also emphasized what a huge marketplace PayPal is with over 200 million users and $3Billion in play every 2 weeks.

It was also so nice to see a real person behind the faceless company come to Jerusalem to explain the nitty gritty and answer our zillions of questions.

Unfortunately, PayPal Israel doesn’t look like it will be in Hebrew or accept local Israeli credit cards any time soon.

For more questions, you can follow Nissim on Twitter, or ask questions here in the comments. He’s been very responsive here on our other posts about PayPal.

More on using PayPal in Israel:

• Israel PayPal accounts can now withdraw funds to Israeli bank accounts! Amen!
• Thanks to our blog, we are now considered PayPal Israel experts
• How PayPal really works for Israelis and Shekels
• Everything you wanted to know about Paypal and the Israeli Shekel

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Those involved in search engine optimization (SEO) know that one thing Google “loves” is content. The more content the better, and one of the ways to analyze the competitive level of other sites in search engine results is to see how many pages of that site are indexed by Google. The bottom line on this metric is that the more content you have, the more can be indexed, and the more that is indexed, the better for you and the harder for your competitors to shake your site out of its position.

Of course, ranking in the search engines is not just about quantity; the content has to be relevant to the keywords being searched for, and there are certain quality checks that Google can do on pages to determine whether it contains spam or is stuffed with keywords. But a newish phenomenon is rising on the web that has been getting quite a lot of coverage from major blogs like ReadWriteWeb and TechCrunch, and that is the “content farm.” Many of you may be familiar with the term “link farms,” which are sites that link out to hundreds or thousands of other sites, giving them the inbound links that many sites desire in order to rank higher in the search engines. This type of strategy worked for a while, but Google altered its algorithm so that not just any inbound link would contribute to a site’s ranking; in order for a link to be worth anything now it has to be from a quality and relevant source, among other factors.

“Content farms” are a new way of gaming Google. These types of sites pump out hundreds or thousands of new pages of content per day. The quality of this content is medium to low since the goal of the content is not to teach or inspire, but to create content for content’s sake, increase traffic and reap the rewards from ad revenues. Some examples of these types of sites are Demand Media and Answers.com. ReadWriteWeb reported that Demand Media produces 4000 pieces of content per day, and Answers.com (which has origins in Israel) has nearly 38 million pieces of web content. Both sites are in the top 20 web properties in the US.

At the moment, Google can generally identify, and penalize, very bad content. However, it cannot tell the difference between ho-hum content and great content. Ho-hum content is content that meets the rules of language syntax, and says something that can be understood by humans, but does not contribute to our store of knowledge. This type of content would be relatively harmless if it wasn’t being created on such massive scales, and if it wasn’t having such success in the search engines. The scale of this content’s production means that we may find a lot of ho-hum content taking over search results, and it will become increasingly difficult to find the really useful and thought-provoking content.

What this means for SEO, social media and the web

SEO professionals will increasingly face competing sites whose only redeeming factor is the number of pages they have published. In order to compete with those sites, they will have to create the same amount of content, or more. This is a matter resources (money), and very few web properties will have the budget to support this type of activity.

Unless Google figures out a way to determine whether content is quality or ho-hum, users will become more and more frustrated by the results and start to depend on their peers and social media to refer them to quality content. Highly retweeted posts on twitter, for example, may start to take on more value than the first result on Google.

And finally, if ranking well on the search engines is about who can produce the most content, which is theoretically infinite and linked to one thing only: money, this means that the winners on the web will not be those with brains, but those with brawn. Demand Media has $355 million in funding to put towards creating tons of mediocre content. If the winners are those with millions, this will destroy the much trumpeted democratic web.

But isn’t this just survival of the fittest?

The traditional news sites have been complaining about the hit they’ve taken by blogs and other forms of new media that, according to them, produce content that is not on the same level as that of news sites. Bloggers were quick to tell the news sites that they must adapt to the new realities or suffer the consequences. Now it seems that the bloggers are getting a taste of their own medicine as they face this new threat from low-level mass-produced content. Shouldn’t they just accept that things evolve, especially on the web, and that this new reality is par for the course?

I don’t think so (obviously I’m a bit biased). In my opinion, blogs add value to the web. High traffic blogs get so much traffic because they are written by authority figures who offer useful insights and breaking news that weren’t previously available on conventional news sites. Also, readers find the personal, casual style of blogs to be refreshing, and appreciate the opportunity to contribute to the conversation in the comments.

Content farms do not add anything refreshing or useful to the world of publication. Writers of content farm content are, on the most part, not writing with the goal of inspiring and educating. Instead, their goal is “produce 10 articles of 350 words by 5 pm.” This content is not ranking thanks to its value, but due to the sheer volume being created. Therefore, unless something changes we may find our web increasingly clogged by useless information.

Let’s just hope that it’s in Google and Co.’s interest to serve us useful content rather than increase their revenues from AdSense ads placed on content farms.

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A few days ago Google announced that it will be extending personalized search to all Google users, whether you are logged in to your Google account or not. Personalized search is not new, but until now it was only applied to users who were logged in. Now everyone will get personalized search results in their Google searches.

Personalized results are based on your previous activity, mainly what results you clicked on in the search results. Google gives the example of someone who searches for the term “recipes,” and clicks on the fourth result rather than the first, which is for epicurious.com. Next time this user searches for recipes, epicurious.com may appear higher in the results for them, but not necessarily for anyone else.

What this means is that we may all start seeing completely different search results. Watch the following video from Google for a short overview:

Personalized results are the default setting for all users, but users can choose to disable personalized results. However, considering that most people don’t even know what a browser is, I’m doubtful that people will be aware that their search results are personalized, let alone that they can opt out of these types of results or how to do so.

But why would people opt out of personalized results? They probably won’t want to. We have yet to see the quality of these results, but I’m assuming that results will be based on sites that Google has ranked as having adequate quality, combined with the personal preferences of the user. What this means is that users will still be choosing between sites ranked highly by Google, which isn’t so bad. I think we can assume that most people will continue to like the Google search experience.

What this means for SEO

I’m guessing here, but it is possible that if a user really likes a particular site, it will start to take up more spots in the search results, which means that other results will be pushed down and off the first page. You may have noticed that sometimes when you conduct a search, some sites have expanded results that also display further internal links and navigation to the user, like this:

Or a site gets two spots like this:

Maybe sites preferred by users will start to get expanded results, or multiple results.

But in any case, since most clicks happen on the first page of results anyways, chances are that most users will see some kind of varying order of the global top ten results, i.e. for John Site A is the first result and Site B is in third place, but for Jane it’s the opposite. In both cases, Site A and Site B stay on the first page of results. So in that scenario, site owners will still have to work on the usual things that help their sites rank (on-site factors like Title tags, off-site factors like inbound links, etc.) in order to ensure that their sites are exposed to searchers. As Danny Sullivan says:

SEO remains important to ensure that you’ve got that first shot at being considered.

What this means for social media…and SEO

At the same time, it means that site owners will have to work harder on the user-experience side of things to get people to click on their results in the SERPs. Sexier titles and meta descriptions will be necessary since these help the user decide whether to click through or not. And once a user clicks through, they’d better find themselves somewhere interesting and attractive, because if they click back right away to the search results, that’s a sign that the site was no good, and may affect that site’s ranking in future personalized search results.

It also means that social marketing should be taken more seriously by SEOs. Many site owners and search engine optimization professionals (not the great ones, I admit, but still there are lots of them) see SEO as all about getting their sites to the top positions in the SERPs – and that’s it. But Google’s goal is to provide the best user experience, and therefore is experimenting with, and adding, many social features to their search service, like:

• “universal”, or mixed media search results – these results include non-traditional sources like video (most often from YouTube) and blogs
• search results based on your social circle (Google doesn’t call it a social graph) – these results identify your social networks through your Google Profile and serve you links that they have shared or created. Learn more about Google’s Social Search.
• real time search results – this is a search results page that is constantly updating with results from various social networks including twitter, facebook, FriendFeed and general news sites.

The reason for these new features are assumedly because Google figures that people will be most interested in, and most appreciate, results that are linked to trusted sources and connections. So site owners and SEOs will have to start taking user experience on their sites (content, navigation, and even design) much more seriously. Jill sums up the new SEO reality nicely on the High Rankings forum: “Good news…for moving people further and further away from traditional rank checking as a measure of success”; i.e. SEO can’t just be about ranking in first place anymore, it’s about results, conversions, and maybe even relationships.

It also means that with features like universal and real time search results, site owners should be optimizing social media activity for search engines as well. This means creating useful videos and uploading them to YouTube, creating fresh blog content, and using keywords in your tweets and facebook status updates.

And finally, long tail search rankings will play a more important role. Search engine ranking may become about diversity rather than laser focusing on particular keywords or search engines. The reason for this is that if you can’t know where your site is appearing in people’s search results, better to appear in more places where you have the chance of getting clicked on (pick me! pick me!). Creating new content for your blog on a regular basis that is related to a particular theme will help you rank for terms you would never have thought of.

In addition, social sites are becoming serious addresses for search. A recent Comscore Search Engine Rankings report showed that three of the top search engines in the Expanded Search Rankings category were social media sites: YouTube, MySpace and Facebook. Lee Odden at TopRank sums up what this means as follows:

Companies that focus their optimization efforts solely on Google.com will miss the continued trend towards social search or search within social networks.

So where do we go from here?

SEO professionals have had to evolve to meet new realities since the dawn of the search engine. What worked five years ago to get a site to the top certainly does not work today, and what works today won’t work five years from now. Barry Schwartz says he’s not worried (from Search Engine Roundtable):

Honestly, if this makes Google more relevant for their searchers – all power to them. I am not going to say I know what is better for the average searcher. They can quickly figure this out after days and decide to keep it, turn it down, or off completely. SEOs will adapt, like they always do – we are a strong and smart bunch – I am not worried.

SEO professionals will evolve to meet this new challenge. But it is possible that we are at a turning point regarding what SEO means. The goals will probably stay the same: increasing traffic and conversions. However, the ways that these goals are achieved may change drastically over the coming months to include social activity and improved online relationship building. All in all, I think that we’re talking about a better web experience for the end user.

Some questions

But there are still a lot of unknowns about the new personalized search feature, and here are some questions I have:

• Ethics: Google is basically forcing all users to accept a new cookie and allow Google to track their search activity. Opt-out is only for the web savvy since most users won’t even know that Personalized Search exists. Shouldn’t people be given the choice whether they want to participate in personalized search or not by opting-in? Is this a sign that it’s time to move to Bing?
• Will my personal preferences affect your personal results? If lots of people click on Site A in results, does that mean that Joe will start to see Site A rank high in his own results?
• Are personalized results only affected when someone conducts the same exact search over and over (i.e. “recipes”), or will it affect related searches as well (i.e. “cooking,” “chocolate cake recipe,” even “buying new dishes”)?

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The day that I thought would never arrive is here: Israeli PayPal account holders can now withdraw their PayPal funds to Israeli bank accounts! Oh happy day.

PayPal says that it will take 3-5 days for your funds to arrive in your Israeli bank account, and there is an 8 NIS fee if you withdraw less than 1000 NIS at a time:

To add a bank account to your PayPal account, you have to fill out the following form:

If you click on “What’s this?” next to where it says “Bank and Branch Code,” the following pop-up window will appear with the exact spelling of each bank in English for entering in the field called “Bank name,” and the exact bank code for entering in the field that says “Bank and Branch Code.”

In the “Bank and branch code” field, you need to enter the two digit code for your bank and then the three digit code for your branch number. So let’s say your bank account is at Bank Leumi in branch 368 – you would enter 10368 in that field.

Note that there is a minimum that you can withdraw, and that is 40 NIS.

I managed to add a bank account, but I haven’t yet tried withdrawing funds. But it seems to be set up to work, so hopefully we Israelis can now use PayPal as a real means for accepting credit card and online payments, without the stress we had to go through until now.

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After a long break I’ll be giving a course on social media marketing for businesses on Sept. 23 and 30. The course had filled up already, but we’ve moved the venue to a bigger room so we have 5 spaces left for anyone interested. The course will take place in the Sandisk offices in the Kfar Saba Hi-Tech park. Each session will be four hours, and we will get hands-on at every stage with tools and techniques for optimizing your social media activity.

For more information about costs, venue, topics, etc., please contact us at (02) 5660297 or via email at info@illuminea.com.

Agenda

Sept. 23: What exactly is social media, and how do I use it effectively?

Part 1: What is social media marketing? (1 hour)

• What makes something social? What is Web 2.0? We’ll look at the most important elements of social media today: RSS, Video, Widgets, Tagging, and more to get everyone on the same page.
• The importance of social media in your marketing activity
• Case studies: companies and organizations that have successfully and unsuccessfully used social media

Part 2: Planning effective strategies for social media activity (3 hours)

• Elements of an effective social media strategy
• Setting goals
• Important considerations before starting
• Research your space
• Implementation
• Monitoring & engaging – how, what
• DO NOT neglect the other “boring” stuff: SEO, email, advertising, etc.

Sept. 30: Practical techniques for implementing your social media strategy

Part 1: Overview of important social networks – what they are, how to best use them for marketing (3 hours)

• How to use twitter for marketing: setting up profiles that work for business, building up community, promoting your profile, what and how to write, monitoring, measuring, the best tools, etc.
• Using facebook for business: profiles, Pages, applications, events, etc.: critical differences between each of them, how to choose the right ones for your purposes, setting up a facebook presence that works for marketing and promotion.
• YouTube and other video sites: why video is the next generation of web marketing, what to keep in mind when working with video, ideal length and content, how to promote your video to achieve your marketing goals
• Blogs – “old fashioned” but crucial: blogs are the hubs of an effective social media presence. What to keep in mind, how to set it up, how to integrate it with your other social media activity, ideal frequency for updates, what to write, how to write, how to promote.

Part 2: Personal branding (1 hour)

• What is personal branding?
• Why everyone should work on their online personal brand today
• How to create a successful personal brand with social media

Summing up: Where to go from here (0.5 hours)

• Key points to keep in mind when branching out into social media
• Putting it all together
• Working with (skeptical) upper management

About the speaker – me, Miriam Schwab

Miriam is the Friendly CEO of illuminea, and has been speaking and teaching about social media and blogging for business for over two years.

illuminea is a marketing firm dedicated to helping businesses and organizations use the social web effectively as an integrated part of their marketing mix. illuminea has extensive expertise in designing, developing and strategizing business blogs, and using these blogs as the hub for launching successful social media marketing activities. Part of illuminea’s day-to-day activities involve keeping up with the latest developments in the social web so that we are always able to offer our clients the best solutions for their needs.

Among illuminea’s clients are some of Israel’s leading companies and personalities, including Comverse, Commtouch, Natan Sharansky, and more. Click here to view testimonials from illuminea’s clients.

Here is a list of the conferences and events that Miriam has spoken at:

Wordcamp 2007 – moderator http://english.wordcamp-israel.info/ and the schedule

WordCamp 2008

Elephant

Techshoret 2007

Affilicon 2008

Affilicon 2009

Marchshoret, Nov. 2, 2008. Presentation is here

Partnership 2000, Nov. 12, 2008

Pradler Institute

SSVN, hosted by IBM on July 8, 2009. Read reviews. Presentation.

ISOC Israel:How to create a personal brand by using online tools- MP3 of lecture; presentation; article on The Com (Hebrew).

MEET Alumni Conference, August 4-5, 2009 Istanbul Turkey: “Blogging Secrets: Tips for marketing your business online.”

For more information about costs, venue, topics, etc., please contact us at (02) 5660297 or via email at info@illuminea.com. Hope to see you there!

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… Rank: wait… Traffic: wait… Price: wait… C: wait…

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We often get emails from people who want to increase exposure of a new online service or software and hope that we’ll blog about it.

I have no problem with this as I see this practice as acceptable…as long as the writer has a clue who I am and why there’s a possible connection between their product and my interests.

But a few days ago I got the funniest pitch letter ever, and I mean “I’m laughing at them, not with them” funny. This letter was a form letter with all the options left in. I’m reprinting the first paragraph here for your entertainment, and I will omit the name of the of the writer, but not of the product because it actually seems useful. The “funny” parts are highlighted in red:

Hello,

We have just launched the “Real Time Board” at surchur.com and wanted to give you a first shot at helping us spread the news. Based on your passion for/interest in/blog that covers social media (or some other topic) at somedomain.com and your voice as an incluencer [sic] in the social media/search/real time search/media (pick one of these or something else related) community I’d honestly be grateful if you’d take a look at surchur.com, give us feedback but especially help spread the word on your blog or twitter account….

The writer left me hanging! Am I passionate or just interested in social media (or could it be race car driving)? Am I an incluencer? What is that? And if I am one, then is it in the social media, search, media or perhaps race car driving communities?

Don’t do online PR this way. The one thing bloggers HATE more than anything are mindless efforts to get their attention without taking the time to address them as a human being, rather than as another person on the mailing list. Take a few minutes to address me properly, and I’ll take a few minutes to see what it is what you want. Otherwise, into the Trash your email goes.

As for the product above, Surchur – well, I checked it out anyways and it seems worth looking at for tracking current trends. You can also search for any term and get a quick overview of activity around the web related to that term, from Google Blogsearch, IceRocket, Technorati, digg, delicious, twitter, flickr, Yahoo News, YouTube and more. And the results really are up-to-date, as opposed to what we’ve seen on other services that offer similar results.

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So you’re wondering how you can use PayPal in Israel? Does PayPal accept Shekels? Can you withdraw your PayPal funds to your Israeli bank account? Etc. As you often do when in doubt, you head over to Google and type in “PayPal Israel” to see what the web has to say about your questions. If you are located in Israel, here are approximately what the results will look like:

See results number 3 and 4? That’s us. Where’s PayPal or PayPal Israel? Nowhere to be seen.

Ranking high for this term was an accident for us. We happen to have published two blog posts on the subject of using PayPal in Israel over the past year, and as you can see the web is not exactly saturated with good content on this topic, so it was an easy score.

The funny thing is that as a result, people have begun to perceive illuminea as PayPal Israel experts. We get at least one phone call and/or email from people with questions about using PayPal in Israel about once a week.

PayPal Israel is missing an opportunity

Although PayPal officially serves the Israeli community, the amount of information available online about using PayPal in Israel is meager at best and confusing at worst, and the amount of people with questions is huge as is evidenced by the number of them contacting us with their PayPal questions.

I must give credit to Nissim Ohayon, Sr. Business Development Manager at PayPal Israel, who wrote a post on our blog about using PayPal in Israel, and even took the time to answer the many questions posed by readers in the comments.

However – maybe this is a sign that PayPal and/or PayPal Israel needs its own blog? PayPal should be engaging in the conversation, providing solid and timely information. I suspect that PayPal could win quite a lot of Israeli clients if it provided a minimum standard of online customer support.

Twitter’s great, but it can never take the place of the blog

This accidental positioning of our company as experts in the field of PayPal use in Israel demonstrates the strength and importance of blogging.

Twitter is all the rage these days, and people have even questioned whether twitter will take the place of the blog. The truth is, many people, myself included, are blogging less because they are spending more time on twitter. However, with all the value that twitter provides let nobody tell you that it can replace the power of blogging.

A blog allows you to present an idea and follow through on it. You cannot do that in 140 characters. (Can you imagine this post as a tweet? Let’s try: “illuminea appears #3 & 4 in Google SERPS for term PayPal Israel thanks 2 our blog. PayPal not even on 1st page. Lesson: keep blogging”. Not too bad!) In addition, it offers loads of content for search engines to index and present to users in their results. Yes, tweets do appear in search results but less than blog posts, and also with a strange sort of randomness.

Also, a blog gives you your own place on the web. The content you create on facebook or twitter helps prop up those networks. The content you create on your blog helps prop up your own place on the web.

So don’t bury blogging yet. It’s still the foundation of any online marketing activity you undertake, whether it’s SEO, PPC, email, or social media. It’s on your blog that you have a chance to convert users in whatever way you hope to do so.

In the meantime, we’re happy to answer your PayPal questions as best as we can so don’t let this post stop you from contacting us! And keep blogging!

Our previous posts about using PayPal in Israel:

• Everything you wanted to know about paypal and the Israeli Shekel
• How paypal really works for Israelis and shekels

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This past Wednesday (July 15, 2008) I presented at an ISOC Israel event on the topic of day-to-day use of social media. My presentation was about personal branding, why one would want to create a personal brand online, and how to go about doing so.

Why?

In the past, creating a personal brand was solely the domain of celebrities. However, today everyone can create their own “brand,” thanks to the proliferation of online networks where one can create a branded profile, and blogs which allow owners to present their knowledge in a useful and accessible manner.

Aside from being good for one’s ego, why would people want to create their own personal brand? The reason is that it can give you a serious edge in today’s competitive business world, whether you want to secure the future of your career or promote your business. By creating quality focused content on your own blog, which you then promote via the social networks like facebook and twitter in order to increase your reach, you can position yourself as an expert in your field and even build up a community around your knowledge.

How?

There are a number of factors involved in creating a personal brand online, but they generally boil down to the following:

• Authenticity – Be yourself. Many people think that their personality is not great, and therefore they try to fake it both online and offline. Don’t. Your personality is what makes you unique and plays an important role in your UPS (Unique Selling Point). Embrace it, don’t fight it. Plus, it’s hard to keep up a facade of a personality that isn’t really you over the long-term, and people will pick up that something’s not quite right.
• Consistent look and feel - carefully select the image you will use to represent yourself online; use consistent colors, fonts etc.
• Quality content - create quality content on your blog about the topic you have chosen to focus on. Set up your facebook and twitter profile to automatically publish links to your content on your blog.
• Building up a relevant community – find and friend/follow others who share similar interests and/or could be good leads for your business.
• Continue your brand offline – make sure your offline activity, personality, and even appearance are in sync with your online brand, and vice versa. We all love the web, however nothing can ever replace the importance and impact of face-to-face meetings, so plan to spread your personal brand offline as well.

Rinse and repeat.

The presentation is below. Note that it’s mostly in Hebrew. Let me know what you think in the comments.

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This past Wednesday, July 8 I was privileged to be the “keynote speaker” (I find that term kind of amusing, thus the quotation marks) at IBM for the latest SSVN (The Startups & Societal Ventures Network) event.

The challenge of talking to a large group about social media is trying to make sure that the information is not too overwhelming for the newbies, but at the same time is not too boring for the seasoned users. The feedback from the audience was pretty enthusiastic, so I hope I managed to reach that happy medium.

The talk covers recent landmark events on twitter, such as Dell reaching $3m in sales via twitter, the success of the Iran Election protesters who used twitter to bring their cause to the world, and some other events. We looked at strategies, tips and tools for creating an effective online presence.

Without further ado, here’s the presentation:

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For the second year running I had the opportunity to be on a panel at Affilicon, the Affiliate Marketing Conference & Exhibition that took place last week in Israel. Like last year, this year I was on the social media panel, and I decided to take a devil’s advocate approach to my presentation: to talk about what social media marketing is NOT.

The reason I took this approach is that you can find lots of information out there about how fabulous social media marketing is for promoting your business, organization, or other goals. However, with all this hype I fear that people are a) overestimating what social media can do for them and b) unaware of the challenges involved in using social media for marketing.

Now don’t get me wrong: I’m a big fan of social media marketing. We’ve had good results with it here in our own company, and for clients. My point here is to provide a social media “chill pill” – some facts and realities about becoming active on the social web.

So here’s my presentation. I hope you find it useful, and as always would love to get your feedback and questions:

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Public relations (PR) is as relevant as ever. Getting good coverage for your company or organization can be key in generating new leads and strengthening brand awareness.

But is PR the same thing today as it was five years ago? What I mean is, to achieve the goals of PR, does that still involve traditional activities like press releases?

On the one hand, I can’t believe that companies would continue to invest so much in traditional PR activities if it is irrelevant. They must be seeing results if they continue to pour their marketing dollars into the PR pit.

On the other hand, many of us know that big-monster companies are kind of like the Titanic: they can’t redirect the ship quickly, even if they see an iceberg ahead. They may continue to do certain things just because they’ve been doing it like that for so many years, and because changing it would mean going through 3000 committees and getting board approval.

ON THE OTHER HAND (I feel like Tevye from Fiddler on the Roof), many marketing experts still recommend press releases, especially online press release services, as an integral part of a company’s marketing efforts. I just watched this webinar titled Using Your News to Drive SEO from PR Web with Lee Odden from Toprank Online Marketing. Odden’s point is that press releases can play an important role in a company’s SEO (search engine optimization), helping  your site and/or landing page rank high in search engine results for select keywords. He says that most journalists do not look at press releases as a source for new stories; rather, they decide that they want to write a story and do a search on Google etc. to try to find relevant experts and companies to use for the story. And since that’s the case, you want to make sure your company appears high in the rankings when they search so that they will contact you and hopefully create an ongoing relationship with you as a credible source for future stories.

Are press releases the best investment for search engine optimization?

BUT! (Aside: in elementary school we had a non-native English speaking substitute teacher who would say things like “But! I have a big but!” You can imagine that he didn’t last long with us hoodlums.) If the entire goal is to improve SEO results and help journalists find you, maybe press releases aren’t the best place to investing your SEO efforts. I mean, if the goal is SEO, maybe you should be working to improve your rankings in other ways. Basically, the question is if press releases are the best use of our company resources if the ultimate goal is SEO?

Gary Vaynerchuk says you need to be real like a fat-ass Italian uncle

Gary Vaynerchuk, in his entertainingly persuasive manner, says that press releases are obsolete. He says “press releases are ludicrous in this world…nobody gives a crap.” It’s all about storytelling, not cold- minded press releases. “Make it authentic, care, don’t BS…and you have a business.”

My opinion: press releases are relevant if adopted to today’s social world

So what’s the answer? Well, since nothing in this world is black or white, here’s my take on press releases in today’s world of conversation and authenticity:

Today, PR is about getting found on the web. Press releases do still have a place in PR and SEO: using one of the leading online press release distribution services can really help boost your site’s rankings in the search engines thanks to their incredible clout and spread. However, companies should maybe try to wrap their big-monster heads around a new type of press release: press releases that are more like blog posts, i.e. they contain informative, useful authentic information that people actually want to read, rather than dry corporate-speak content like “Widgets Inc. has added a new service that they project will change the world.” I mean, put yourself in the journalist’s shoes: would you care about your new world-changing service if you weren’t you? I doubt it.

These “press releases” should also appear on your site, or even better your corporate blog/newsroom, so that you increase the chances that they will be found on your site in searches as well. And of course don’t forget to link to your site’s new content via twitter, facebook, etc.

In short: don’t ignore press releases yet. But use them in a way that suits 2009. Understand that PR now includes a wide variety of online activity, including being active on the social networks. Press releases are just one component of your online marketing efforts to help journalists and bloggers find you and perceive you as a credible expert that they want to use for their next story on your industry.

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There always seems to be confusion regarding how Israelis can use PayPal – can they use it in their currency, i.e. Shekels? Can they withdraw funds? Are there limits they should know about?

Almost a year ago I blogged about an announcement on the PayPal blog regarding new PayPal currencies, one of which was the Israeli Shekel. Despite that post, some questions still persisted, and the accuracy of the information was doubted.

Well, I’m happy to say that I now have the latest info regarding PayPal and Israel straight from PayPal! The following information was provided by Nissim Ohayon, Sr. Business Development Manager at PayPal Israel:

While PayPal services are not fully rolled out for Israeli merchants, thousands of Israeli merchants are using PayPal for cross border sales with great success. Here are some links that will direct you to the products and features available to Israeli merchants today:

————————————————

• Main PayPal web page for Israeli users and merchants: www.paypal.com/il.
• Small to Medium Merchants: 
  • Email Payments – Click here for full details
    • No integration required.
    • Accept credit/debit card as well as PayPal balance and echeck payments immediately.
  • Website Payments Standard (WPS) – Click here for full details including fees and integration tools. 
    • Simple to Integrate. Select from one of three easy integration options.Click here for details.
    • No need to “qualify.” Just open a premium or business account online and follow the instructions.
    • Your site can be integrated and ready to accept credit card payments in a single day.
    • Click here for an online demo (may take a few minutes to load).
    • To see if your shopping cart software already has a kit for Website Payments Standard, please follow this link.

• Merchants with their own merchant account: 
  • Express Checkout (EC) – Click here for full details including fees and integration tools.
    • Some advanced programming may be required.
    • To see if your shopping cart software already has a kit for PayPal Express Checkout, please follow this link.
    • If your shopping cart is not listed on the page at the previous link, please direct your developers to this link to review the API documentation on how they can integrate PayPal Express Checkout to your site.
    • Your account may need to pre-qualify for Express Checkout, so please contact me directly if you wish to integrate this product into your site.

• General Fees Information, click here.

A few important notes for Israel-based users and merchants to consider:

• Withdrawing funds is now available directly in Israel, in New Israeli Shekels via an Israeli-issued Visa card. Since Visa cards in Israel are typically linked to a bank account, those funds do settle directly into your bank account, via your credit card. Please note that this feature is restricted to a $750/day limit. We have plans to improve on the withdrawal methods for Israeli accounts in the coming months, so please stay tuned.
• PayPal users and merchants that have a US bank account may link it to their PayPal account even if their PayPal account is here in Israel. This allows Israeli merchants and users to move funds in and out of PayPal directly to/from their US bank account without the daily limits mentioned above.
• The PayPal web site will not be available in Hebrew in 2009. This means that Hebrew sites will not be able to integrate with the service yet.

To get started, open a PayPal Premier or Business account to start accepting credit cards and PayPal payments today by clicking here.

—————————————

Note what it says about withdrawing funds: it can only be done with a Visa brand credit card, and the money is transferred through the Visa network and arrives in their bank account. This is because the overwhelming majority of Visa cards in Israel are linked to a checking account. So when Visa goes into the account to withdraw funds, funds will be deposited instead (or, at least offset from some of the withdrawals for Visa transactions).

I hope this information is helpful!

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This is an amazing opportunity for Israeli startups. Innovate!Europe will be holding a free workshop and networking event in Israel, and one startup will be selected to participate in  Guidewire STUDIO, an in-residence business accelerator in the heart of Silicon Valley valued at over $30,000.

But the deadline is March 25, so better hurry! Please pass this on to people who you think might benefit from it.

Read on for more…

Innovate!Europe is a competition to indentify Europe and Israel’s most promising startups and accelerate their drive into global markets. During this unique program, startups receive mentoring, promotion and critical introductions while competing for an exclusive spot at Guidewire STUDIO, an in-residence business accelerator in the heart of Silicon Valley valued at over $30,000.

Click here to learn more about the Guidewire Studio.

Innovate!Europe and its partners are hosting a Going Global workshops and networking meetup in Tel Aviv on April 1st. During this workshop, Guidewire Group’s expert analyst team will give you feedback on your company’s competitive value proposition and market opportunity, and help you hone the pitching skills you need to effectively compete for partners and funding.

Best of all, there is no cost to apply or to participate in the Going Global workshops.

Start-ups in the workshops held so far have raved about the experience.

Conor O’Neill of Ireland’s LouderVoice, called it “pure gold” and said it was “the most impressive start-up workshop I have ever encountered.”

Here are the details for the Israel event. You can find out about the European events on their  calendar.

1 APRIL Tel Aviv, Israel (co-hosted by Orrick)

• Going Global workshop from 9:30 to 17:30: apply now
• Networking Meet-up at 18:30 – RSVP required

Note: You don’t need to be a workshop participant to join us at one of the networking meetups. The meetups are also open to investors, journalists and other members of the entrepreneurial community. However, an RSVP is required as space is limited.

If you want to participate in the competition but can¹t attend one of the workshops, apply anyway. If you’re selected, Guidewire Group’s analysts will conduct a telephone interview with you. And if you’re not a startup, but know any that you think should compete, forward this note to them.

If you want to follow the competition, learn about the competitors and connect with other members of the ecosystem, subscribe to the blog or join the Innovate!Europe’sFacebook and LinkedIn groups.

Good luck!

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Here are some upcoming events posted on our Israeli hi-tech and  business events calendar. Check out the calendar to see a full list of all the events and conferences in March 2009.

March 2, 2009. Avenue, Airport City, Israel. GameIS2009 – 5th Yearly Israeli Game Convention. This is a full day event about interactive entertainment and the people who make it all happen. They will cover everything from high end international business trends to how to get in the industry.

March 2-3, 2009. Tel-Aviv, Israel. IPv6 Forum Israel Day Conference at ISOC. The agenda includes speakers from the IPv6 Forum , Juniper Networks, Cisco Systems, the IDF, Bechtel, STKI, ECI Telecom, PurePeak and Tel-Aviv University.

March 3, 2009. Jerusalem, Israel PresenTenses’s Leaders in Philanthropy Panel will bring together three leading foundation executives who will share their experiences approving funding for the best and the greatest Jewish causes, reveal insider fundraising secrets and discuss the Jewish philanthropy climate during the financial crisis. *A unique, individual Q&A session will follow the panel, providing opportunity for brief one-on-one introductions.* (Hebrew)

March 4, 2009. Ramat Gan, Israel. MySQL User Group Meetup. Agenda: 16:00-16:30 – Gathering & Registration; 16:30-17:15 – Eliran Malki, MORE IT – MySQL success story; 17:15-17:25 – Break; 17:25-18:10 – Shlomi Noach, InterBit – MyISAM & InnoDB Tuning Fundamentals; 18:10-18:20 – Break; 18:20-19:05 – Moshe Kaplan, Rocketier – Sharing Design overview
March 12, 2009, Holon, Israel. GarageGeeks Session: Lost in Conversion? “Future of Web Analytics” Web analytics and conversion optimization is probably the biggest untapped opportunity within online marketing, particularly in a time of economic downturn. Within this GarageGeeks session, you be exposed to best practices and new developments in measurability, user behavior analysis and proven conversion rate tactics.

March 29, 2009. Airport City, Israel. TheMarker.Comvention and Social Media Summit: Israel which will explore the state of Social Media, where things are headed in the future and where the money is today and will be tomorrow.

March 31, 2009. Tel Aviv, Israel. Techonomy The event that delves into the business and economy behind the Web 2.0 technological revolution.

See all upcoming events and conferences in Israel for March 2009

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