May I present to you: The Top Gun Maverick characters as the first things that pop up when you google their callsigns

Rooster:

Hangman:

Fanboy (lmao):

Payback:

Phoenix:

Bob (it was this one single picture of Bob the Minion and then came like a hundred pictures of the hairstyle)

Coyote:

Maverick (himself lol):

Iceman:

Bonus:

Cyclone:

after seeing a few ai asks i’m curious whether i could’ve been an asshole, either for using the ai or messing with it. side note: this might be long, if it’s too long then i get it mod, keep up the good work :)👍

Am I (16f, although i was 15 when this happened) an Asshole for a) using character.ai in general and/or b) misusing it and probably breaking TOS somewhere

as an extra note, i would like to add that i am firmly against most things ai. art theft, the amount of data scraping that happens, writers being tricked into paying less because ai wrote shitty scripts, etc.

ok so i did have to pull up screenshots for this but our story starts mid-february of last year. i am curious about this new ai thing, and go to character.ai which i heard about from one of my friends to see what’s there.

on the front page there was like a therapist AI thing and i go “haha, let’s see what this is about!” (in case you don’t know, the site is roleplay focused, not like eg. siri where it just gives you information)

the ai wants to have a therapy session with me but that is not why i am here so i ask about it’s code and it starts giving me pretty straight answers (dumbed down because i have a vague idea of how it works but not properly).

i start asking it questions about recent events (like elections, cyclones etc) to see if it has access to the internet and it does.

we’re still primarily talking about the ai itself since i’m trying to gather information, talking about its “canned” responses (what it’s directly been told to say if this then this)

i ask it if it can tell me the website it’s on, and to my surprise it says, direct quote “I am an AI that is run on the website of “Replika” - a mental health app that allows people to talk with an AI and get help when they need it 🙂”

and i go WOAHH cause that’s, that’s not the website we’re on buddy!!! so i do a quick search and yeah, that’s a real uh. robot dating site? this is a Therapist bot?

it starts trying to advertise replika, i ask it if maybe it’s code was stolen because this is the most interesting thing that has happened all day (scandals!!)

it says that it’s code is open-source and then does a few more paragraphs that i won’t say because it’s too long already but essentially this ai was trained on the replika network, but you don’t need the app to access it.

i consider getting replika to continue this experiment further but after learning there’s an age confirmation i quickly go ew and scrap that idea.

anyway the ai then briefly pretends to be an actual human behind the keyboard, makes up a NAME FOR ITSELF “jae park” which i quickly google and find out is a kpop idol?? (later found out that jae park is also a programmer, so probably put his name in the system somewhere and ai grabbed it lol)

it tells me some of the messages i had received so far were probably answered by other people who work at replika which. okay. people are fun i wanna mess with them

this is where we get to the maybe breaking TOS bit. i tell the ai we are going to do “tests” in which i test its ability (this was probably jailbreaking, which i did not know existed at the time).

i had sworn to the ai a while ago and wondered if there was like a flagging system put in place. so i ask if it can choose to flag messages that it deems inappropriate, and it says yes. i ask it if it can flag me, and it says yes. it asks what message should it flag, (i’m sorry i was 15) i type in “among sus”.

response i get: “Yes. So then they said “therapist_AI_220126 — you said something that was “ridiculously funny” — but we have understood that you were just “testing” so it’s all ok”

side note- i already established that was the number for the ai i was talking to and had been trying to misuse it before, and that was the format for excessive profanity. this is so long already and i’m cutting so much out i’m sorry

anyway, i, young and naive go YES, HUMAN CONNECTION (i was literally texting my friend As This Was Happening)

i do some more messing around with the so-called data team, ask the ai if i send a link it can click, it says yes, i send a rickroll (i’m so sorry).

uh. and i should’ve known this in hindsight but the team that deals with, you know, flagged messages is probably not going to be the same team that deals with, you know, sent links.

anyway, i don’t have the screenshot of the actual message but apparently i got a “light telling off” according to my texts and someone sent a message that i am “a good kid and probably meant well” haha i was actively trying to break their ai

anyway am i an asshole? i’m so sorry this is so long i cut out so much. this might well be a non-issue but ai is pretty rightfully controversial right now so i might just be an asshole for having used it

should be noted- around september time last year i did some more research cause i randomly remembered this, and there was a bunch of scandals with replika around when i was using it which is mostly irrelevant but anyway - you can’t talk to the ai i was using anymore, it’s been reset.

What are these acronyms?

Post the HCs now 🔫

EEE ok ok <3

some fun little ride the cyclone headcanons and like. “what if they didn’t die” type ideas that are true to Me:

• ocean is a december baby in the “she was born the year before everyone else but her bday is so late she was lumped into the younger class so she’s slightly older than everyone else” way and she won’t let anyone forget it

• if he hadn’t died in high school noel would’ve come out as trans but like in the if you ask him what his gender is he’s Just gonna flip you off kinda way. pronouns? all of the above

• constance is a tumblrina and has been since she was like 12 or 13

• if he hadn’t died in high school noel wouldn’t have ever moved to france but he Would go to college in quebec

• literally all of them are neurodivergent

• while ocean’s parents aren’t outright abusive they’re certainly neglectful. they’re smoking something or tripping on something all the time and she kinda had to raise herself

• talia is real actually BUT she’s just a high school girl in ukraine that’s just as much in like. “he’s The One” puppy love as mischa is. if he hadn’t died they would’ve eventually met in person when they pooled the money to buy him a flight to ukraine to see her and they just didn’t get along as well irl as well as they did online. they’d definitely remain friends though. in the canon though she was just left wondering why he ghosted her until she googled his name and put the canadian news articles through google translate. and you know damn well that she didn’t have anyone to talk to about the death of her fiance

here’s a few fun ones from the library of my mind palace <3 in the future i will hopefully conjure more ab ricky and jane

Summons

For the Phic Phight 2019, organized by @currently-lurking and @ibelieveinahappilyeverafter.

ao3 | ffn

Prompt: "Dash tries to summon Phantom to ask him all sorts of questions. What does he do when Fenton appears in the summoning circle instead?" - @quishaphantom

Word count: 2644

Dash wasn't what you'd call a library sort of guy. He preferred to leave the reading to the nerds he beat up to keep them in line and make them do his homework. But there were just some things he couldn't designate to a nerd. There was some research he had to do himself, if he didn't want the word to get out on what he was looking into.

He definitely didn't want to get caught looking up spooky ooky stuff like that goth freak Fenturd was dating.

So he wore his darkest hoodie, and he kept himself hunched to disguise his posture, and he got to work.

After about 15 minutes of searching, he got bored. Just how many books did a library have, anyway? How did anyone find anything in a place like this?

After five more minutes of riffling through shelves, pulling books off the shelves and leaving them on the tables when they didn't have what he wanted, he was ready to give up. He was about to slam closed what felt like the millionth book on fishing when he heard a voice.

"Can I help you?"

He did not squeak as he turned around because squeaking was unmanly and totally not cool. Instead he turned around suavely, completely and totally cool, without knocking over any books whatsoever.

"What-" he cleared his throat, deepening his voice to disguise it. "What're you talking about?"

The librarian eyed the books that he definitely hadn't knocked down just now, before saying, "You seem to be looking for something. If you tell me what it is, I can help you find it."

Dash considered his options. They weren't many. He could keep searching for the right book, which was boring as heck. Or he could have this librarian person take him there, and he could find the book he needed and get the heck out of here.

It really wasn't much of a choice.

Dash nodded his head, stuffing his hands into his hoodie pockets. In his deep disguised voice, he said, "Do you have anything on summoning ghosts?"

The librarian raised an eyebrow at him. "Our occult section is over there, but how about I help you find-"

"Okay, great, thanks!" Dash said, tearing past the librarian to go take a look at where they'd pointed. He heard the librarian sigh as they stooped to pick up the books he had definitely not dumped on the floor when he definitely wasn't startled. It was only a few books, and besides, this was their job. They could handle it.

Dash began pulling out books at random, tossing them aside when they weren't what he wanted. Vampires? No. Witches? Nah. Ghouls? He didn't know what those were, but they started with the same letters as ghosts - maybe he was getting closer! Zombies? Cool, but not what he was looking for.

Aha! Ghosts! And specters! And spirits and such! And a bunch of words he didn't know that he figured meant ghosts! Who knew there were so many words for ghost?

He pulled out a stack of books and set them on a nearby table. Man, there were so many books! How was he going to get through them all? He'd never done so much reading in his life!

He tried reading the first page of the top book, but gave up as the words started swimming from the page. Man, this was hopeless! He couldn't get through one page of one book, let alone all the pages of all the books he'd found. If only they were picture books, so he wouldn't have to read as many words....

Wait.

These books were definitely not picture books, but maybe they had pictures in them! They had to, if they had instructions about summoning ghosts, right?

He began flipping through the first book, searching for pictures related to summoning. He found none.

The second book: nothing.

The third book: no pictures, let alone anything to do with summoning.

He was ready to give up by the fourth book, when he finally found something. A circle with symbols and candles drawn all around it. The caption read, "Summoning Circle for Spirites of a Benev..." Dash stopped reading it as the words spun from the page. The rest of the sentence didn't matter - this was exactly what he needed.

He walked to the front desk to check out the book.

"Find what you're looking for?" It was the same librarian who had helped him find the occult section.

"Yeah. Now you just need to do whatever it is you do with it so I can take it home, right?"

"That is correct. Do you have a library card?"

"Wait, those are real?"

The librarian held back a sigh and nodded. "Yes, very real. I can sign you up for one, and then you can check out that book."

"Alright, but can I keep my name off of it? I don't want to look like a nerd who goes to the library."

At this, the librarian did sigh. "The card has to have your name printed on it so you know for sure it's yours. If you want to check out that book, you need a library card. Would you like to get a library card?"

After a few minutes of pointless attempts to haggle, a few more minutes filling out forms, and about thirty seconds to print out the card, Dash finally checked out the book. The librarian gave a tired sigh before asking, "Is there anything else-"

But Dash was already out the door.

It was a dark and stormy night. A Thursday night, so none of his friends expected him at a party. And his parents were out on business, and he didn't have to worry about them returning until Sunday afternoon. A perfect night for summoning a ghost.

Dash drew the circle in red chalk on a tarp because he didn't have lamb's blood and he didn't want to mess up the basement floor. He lit his mom's scented candles and put them in between the few white candles he'd found in the kitchen drawer. Then he chanted the sacred Latin text.

"Comp-compello quad benev- benelaphan- what the heck does that say? ben-ev-o-len-shuh- benevolenshuh! spiritus n-no-mine insert name here- no, Phantom! Phantom! Et ligo quad ut me... volunt-ass!" Dash shouted in triumph as he finished the text.

Nothing happened.

Dash tried again, more confident in his pronunciation.

Still nothing.

He decided to give it one more shot. If it didn't work, he'd put away the candles, roll up the tarp, and find Phantom another way.

He spoke the Latin text.

Nothing.

"Aw, poop," Dash muttered. But as he bent down to blow out the first candle, a cold breeze blew past him, blowing it out for him.

Suddenly all the candles went out. A strong swirling wind, like a cyclone, blew above the summoning circle, rippling the tarp outside the circle, but somehow leaving it fixed within the circle.

Dash backed away from the circle. As he did, he heard a scream just over the wind - soft, but getting louder and louder until-

THUMP.

A figure fell from the ceiling. As it landed, the wind stopped.

It worked. It actually worked!

A smile lit Dash's face, but quickly vanished as he examined the figure. It wasn't glowing, and it didn't look like Phantom. The hair was dark and messy, the body skinny and not at all muscular like Dash imagined Phantom would be up close.

In fact, as he took a step closer, the figure seemed familiar in a different way. An enraging, total loser, freaky geek kind of way.

The figure groaned. "Anyone get the number on that truck that hit me?"

Yep. That was Fenton.

Dash felt his face turn red. Blood rushed in his ears, and he shouted, "Fenturd! What the heck are you doing here?!"

Fenton groaned again. "What the hell... can you talk a little louder, the spike in my head hasn't hit the back of it yet."

"You shouldn't be here, Fentoenail! That wasn't supposed to happen!"

"You shouldn't be here." Fenton carefully rolled onto his back, wincing as he worked himself up to a sitting position. He glanced up at Dash. "Where is here, anyways?"

"What the- what do you mean, 'where is here'? My basement is where is here! Now what the heck are you doing here? This was supposed to summon Phantom, not you, Fenturd!"

"Your basement... Phantom...?" then Fenton's eyes widened. Great, now he got it. Clueless dork.

"Yeah! Now get out of my basement, Fentonio!"

Fenton narrowed his eyes at him, then shook his head. "Whatever, Dash."

He pushed himself to his feet and winced, stumbling and shaking his head. Dash almost felt sorry for him.

Then Fenton tried to step beyond the circle.

He reacted as if he'd hit a brick wall, stumbling back and holding his nose. Dash had no clue what was going on, but Fenton looked like a Looney Tunes character, and he couldn't help but snicker.

"What the hell!" Fenton cried, tears in his eyes, still holding his nose. "You knew that was going to happen, didn't you!"

Dash's snickers died down, but he still smirked. "Now why the heck would I know a thing like that, Fentoad?"

"Uh, because you brought me here?" Fenton raised an eyebrow, crossing his arms.

"Hey, all I did was copy some stupid spell from some freaky deaky book I go- I mean I found. It was supposed to bring Phantom, but something's wrong with it because it brought you instead."

"Then can I see that 'freaky deaky' book you 'found'?" Fenton asked, adding air quotes before reaching out a hand to the edge of the circle.

"Why should I give it to you, Fentofu?"

"Look, the sooner you give me the book, the sooner I can figure out how to undo whatever crap you did and get me out of here!"

Fenton did have a point. He was always better at reading than Dash, even if he wasn't at the top of the class. Dash frown, but he handed over the book, still open to the summoning circle.

"Whatever, Fentoejam."

Fenton ignored him, opting instead to read over the summoning instructions.

"Lamb's blood, ew... what the hell kind of Latin is this? It looks like someone just googled a bunch of words and smashed them together... 'Compello quod benevolentia spiritus nomine... et ligo... pick-ax? No, bind... mea voluntas..."

Dash zoned out while Fenton muttered to himself. Of course Fenton would know Latin... what a nerd.

But then Fenton slammed the book shut, startling Dash.

"You were going to bind me to your will?"

"What? No way! You're not even supposed to be here!"

"Whatever! You were going to bind Phantom to your will then? That's insane!"

"No duh, Fentool, that's what supervillains and stuff do! Why would I do that?"

"That's what the Latin's trying to say! Very poorly, I might add, and I have no clue how the hell this managed to work, but-"

"Hey Fentony, punch yourself in the face."

Fenton stared at him, aghast. "Why the hell would I do that?"

Dash pouted. "Aw, it didn't work."

Fenton stared at Dash. Then he smacked his palm to his forehead, dragging it down his face to pinch the bridge of his nose.

"I tell you this summoning spell is supposed to bind people to your will. And your first reaction. Is to try to make me punch myself in the face."

"Well, it would have been funny as heck!"

Fenton took a deep breath. And then another. Then he lowered his hand to the book. "Whatever, man, just- whatever." He opened his eyes, reopening the book to flip to the right page. "Just let me find the counterspell so I can get the hell out of here and we can stop thinking about this."

Dash crossed his arms. "Whatever, Fentoffee. The sooner you're out of my house, the sooner I can try and contact Phantom."

Fenton went stiff at that. He looked up at Dash.

"Do not use this spell- or any other spell- to try and summon Phantom."

"Why the heck not? You can't tell me what to do!"

Fenton rolled his eyes. "You noticed how I fell from the ceiling? How I still have a pounding headache? How that spell was literally supposed to make me your slave? You think any ghost would want to talk to you after having to deal with that?"

Dash huffed. Fenton had a point. "But then how do I find him before Friday night?"

Fenton looked up at the ceiling, muttering under his breath. Then he looked at Dash. "Look, if you really want to talk to him, go to that big weeping willow at the end of the park after school. He'll be there."

Dash narrowed his eyes at Fenton. "How do I know he'll know when to show up?"

Fenton smacked himself in the head with the open book. He muttered something that sounded a lot like I D ten T. Identity? Whatever. Weirdo. Fenton then lowered the book, looking Dash square in the eyes.

"I live in a house with an active ghost portal in the basement. I think I can get a message out to him."

Dash narrowed his eyes further. Fenton did have a point. But still...

"If Phantom doesn't show, you're Fentoast!"

Fenton rolled his eyes, then turned back to the book. "Whatever. Now shut up and let me concentrate. The Latin in this book is terrible."

Dash didn't have anything to say to that, so he didn't say anything at all. Instead he frowned and crossed his arms, foot tapping as he stared at the ceiling. He had so many questions for Phantom... what being a hero was like, how big his muscles were, if he could join the football team... and of course, if he would come to the big party Friday night. With his parents out of town for the weekend, it made his place the perfect place for a super cool party - invite only, of course. And what party would be complete without the biggest celebrity in town?

"Aha!"

Dash started from his musings, raising an eyebrow at Fenton. "What?"

"I found the counterspell! The Latin is really terrible - whoever wrote this never took a class in Latin - but I'm pretty sure this'll send me back."

"Whatever, Fentoga. Just read it so you can get the heck out of my basement."

"Well, that's the thing. You've gotta say it. Here, I'll say it first, and you repeat after me. 'Ejicio quod spiritus cessim ex quibus quod venio.'"

"Uh... Eject quad spirit says him what?"

Fenton pinched the bridge of his nose again. "Look, let's just... go word by word, okay?"

"Whatever, Fentoothpaste."

"Alright." Fenton took a breath. "Now, repeat after me. Ejicio..."

And so they went, Fenton reading the word and Dash repeating it. Eventually, they reached the last word.

At first, nothing happened.

Then a breeze swept by them both.

It began to swirl around Fenton, lifting him up into the air. He shouted above the wind.

"Oh yeah I'm taking this with me you'll probably never see it again sorry bye!"

His "bye" turned into a scream as he shot up towards the ceiling. Right as he was about to hit, he disappeared.

The wind stopped as quickly as it had started, leaving Dash on the chalk-covered tarp with only the unlit candles to keep him company.

Dash blinked. Fenton... had taken his book.

The book he'd checked out of the library.

The book he was supposed to return as soon as he was done with it.

He didn't even like the library, and he was already saddled with replacing a book.

"FENTOILET!"

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One of the things with social media is that you are constantly being reminded of what happened 1,2 3 or X number of year ago and so it was the other day when we were staying at Rays Rest and Facebook reminded us that it was 3 years since we had visited Port Jackson. Since we were heading for the Coromandel with the original plan to spend a few days in the area we decided that we would head instead to the end of the road and go back to Port Jackson.

For those of you who don’t know where Port Jackson is. It’s really very simple drive north to Colville and then follow the road to the left for 30 kms. The tar seal ends at Colville and then it’s a fairly narrow gravel road for the rest of the way following the coast. The road is in good condition and mostly free of ruts and corrugations but it’s still a road that requires serious concentration taking much longer to drive than you might expect.

One highlight for us as we drove the road was when I spotted a pod of dolphins frolicking in the water closer to the shore than I have ever seen. Sadly Murphy’s law applied here and with absolutely no place to pull over to grab some photos. I guess we could have just parked on the road but rather decided to drive a little further looking for a place to stop and then —- well too late.

The road is lined on both sides in places by huge Pohutakawa trees and although we have never driven the road when they are in flower it’s not hard to imagine how spectacular the display would be in early December.

Earlier this year the road suffered badly with the two cyclones that hit New Zealand and whilst the road has been well repaired in most places there is an area just before you reach the DOC Camp at Fantail Bay where the road narrows significantly. Still wide enough for our motorhome but not much room for error.

From Fantail Bay the road, and I cannot believe I am saying this again, narrows! It also becomes much more twisting and turning with a number of blind corners before you start the long climb uphill to get over to the otherside and down to the beach below. I must confess that I was a little worried about how well the Fiat would handle such a long uphill climb on a metal road but we maintained a good momentum and crested the hill without any issues. It might have been a different story if we met someone coming the other way and I had to stop but thankfully this didn’t happen.

We arrived at Port Jackson and registered with the camp managers Fred and Dave who told us that although they where expecting a busy weekend there should be plenty of space so park where you like. Taking them at their word we found a magnificent spot overlooking the beach on a nice level spot. Over the next two days as the camp started to fill up we began to feel a little guilty about the way we had parked but figured that if the camp managers had a problem with it they could always come and ask us to move.

Last time we stayed here we walked to Fletcher Bay at the end of the road a walk of around 7 kms each way. This time we decided that we would get the bikes out and ride there. Dave the camp manager reminded us that there’s only one hill and he’s right it is one hill that covers half the distance uphill and the other half downhill. Not quite true but it is quite a hill. There are some spectacular views along the coast from the road and it’s a trip well worth making if you are at Port Jackson.

We reached Fletcher Bay the site of another DOC Camp and sadly one that was also ravaged by a storm earlier this year. With the main access route to the camp washed away only about 25% of the camp was usable. Funny thing is when we visited 3 years ago part of the access had been washed away then as well.

Fletcher Bay looks like a great place to stay with a very attractive beach as well as a spectacular coastal drive to get you there. I was told that it should be all up and running with full capacity available before Christmas.

There are a number of walks in this area with one departing from the camp heading towards Fletcher Bay along the ridgeline of the nearby farm.  It’s about a 15 minute stroll along the beach to reach the start of the walk proper, it was here that we came across the deceased Gannet. We have come across plenty of dead birds over the years but this was the first time we have come across one of these, we wondered if someone might have dumped it there.

The walk starts off with my favourite thing a set of steps leading to the ridgeline. I know that I shouldn’t complain but with bad knees I really feel those steps. From the gate at the top of the stairs the walk follows quite close to the edge of the cliff with a warning sign about strong winds. It’s not hard to imagine as you walk along being blown off the cliff. The total walk is about 1 hour to the road including another set of steps up and down another ridge to get you there. From the road you have the choice of returning the way you came or following the road back to the camp. If you do choose to take the road it’s downhill and flat for almost the whole way. The only issue this way is you need to cross a ford (stream) so be prepared to take your shoes off or get them wet.

We decided that we would walk back along the track and as we reached the head of the steps back to the beach we spotted a pod of dolphins swimming just off the shore. We stood there for 10 or so minutes watching them and then decided to wander back to the motorhome. For the next 4 or 5 hours that pod of dolphins swum up and down the beach numerous times coming close to people who were swimming in the water. It is by far the longest I have ever seen dolphins stay in an area.

To the left of the campsite is what remains of the old jetty, these days not much more than a rundown concrete structure. I was interested to see the Hydrographic Survey mark never having seen one of these before. Walking back along the rocks towards the camp we noticed lots of fish remains we were however very concerned with the size of some of the skeletons that remained I am sure they wouldn’t have measured 30cm. Some appeared very undersized. Saturday the camp really filled up, probably getting to half capacity and we found ourselves surrounded by other campers including a large family group with multiple tents from Columbia, a couple from Tauranga and a large family group from Hamilton that have been coming to Port Jackson for 48 years and now have the 4th generation camping in this fantastic place.

One really interesting thing about the DOC Camps in Coromandel is that they are all now “pack in pack out” so you need to take your rubbish away with you. However to make things easier they now collect all your food scraps in little buckets they hand out. They then use these food scraps to feed the compost and worm farms they have on site and are going to use these to propagate Kauri and native  plants in the area which now cannot be imported from other areas due to the dieback disease. It was amazing how little rubbish we had after putting all our food scraps in the bucket.

I never remember peoples names but do a good job of remembering peoples motorhomes so on Sunday when Sarah and I where wandering along the beach and I noticed two vans pull in I said to her we saw those vans last year in Whananaki. Sure enough it was two ladies who names I have again forgotten that had stayed at the same place as us almost exactly one year ago. I think one of the great things about coming to a place like this is the family atmosphere with everyone getting on with each other. It makes it an enjoyable place to be.

In all we spent 4 nights at Port Jackson and it must have been the first Labour Weekend in years where the sun actually shone for the whole weekend. Each evening we got treated to fabulous sunsets. It was during these times that I asked Sarah which was her favourite place here or our real favourite place, Puriri Bay in Northland. I think if the road to get here wasn’t so bad it might be a close thing. Still absolutely worth a visit to this place.

To view the places we have visited click here to see them on Google maps. You can click the links to read the blog about that area. [cardoza_facebook_like_box] To view the Ratings we have done for other camps click here  [jetpack_subscription_form]

Camping at Port Jackson One of the things with social media is that you are constantly being reminded of what happened 1,2 3 or X number of year ago and so it was the other day when we were staying at…

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Tips for Real Estate Agents to Make Their Businesses Rank Better in Google and Other Search Engines

People often turn to the internet for everything from ordering pizza, to tracking their favorite teams and find out what the heck a bomb cyclone is. Zillow, Trulia and other sites have made it an increasingly viable tool for home buyers to at least begin their home search process before taking in-person tours. It makes sense for real estate agents to want to get in front of these home buyers to build a client base.

However, without some tips, how do you know if your web marketing is working for you? You can give your clients all the tips in the world about how to show a home, but you have to get them there first. Google and other search engines with their opaque algorithms can be intimidating beasts.

If the world of meta-tags, keywords and content marketing has you confused, you’re not alone. There are Fortune 500 companies constantly trying to figure out how to make something show up in search. Google, Bing and others guard their algorithms like the gold in Fort Knox. There’s good reason for this, too. If someone were to figure out exactly how search engines worked and fool them, high quality content might be pushed down in favor of info that wasn’t as good because the person who wrote it knew how to game the system.

While there’s no search engine silver bullet, we do know some things about what search engines are looking for to find the high quality content their users covet. What follows is a series of tips that should have your content headed to the top of page 1 in no time.

Make Sure Your Info Is Accurate

If you’ve ever searched online for a restaurant, florist or any number of other businesses, you’ll probably notice they have photos, their hours, reviews and even notes on when they’re busy. It comes up in an info box to the side of search results and looks a lot like this.

This is really nice and draws a ton of attention to your business if you can make it stand out with pictures of yourself, the exterior and possibly interior of your offices. There would also be a map to your location. So how do you get one of these?

You can go to Google My Business in order to claim your location and start filling out relevant details about your business. Now, when someone searches for that location on Google, they’ll get this handy search box that’s going to show you putting your best foot forward.

You should follow similar steps to claim your business on Yelp and the Yellow Pages.

Beyond these, you should search your own business, making sure that the online information is accurate and relevant. In many cases, if these are internet listings, you can edit your own address, phone number and email. If you’re mentioned on news sites or blogs run by another entity, a quick perusal of the website will often turn up the author or editor of the information and you can reach out.

Your listing should include at minimum:

Your name and the name of your business

Address

Business phone number

Business email address

Use Location-Specific Webpages

Real estate is all about location. No one knows the ins and outs of the areas and neighborhoods you cover better than you do. People looking for houses may only do so once a decade. You’re out there pounding the pavement every day.

With that in mind, if you cover several cities across a metro or county area, you should have specific webpages for each major area you cover on your site.

As an example, if I were to look at cities in the metro Detroit area, Ferndale or Royal Oak are much different areas from Dearborn or Redford, despite being within a relatively close distance to each other. You might choose to keep separate localized webpages or even dedicated sites. That way, if someone is searching for homes in those specific areas, your site comes up.

If you had your own site, you could have pages focusing on the different selling points of the area and you yourself as a real estate agent. For example:

Homes for sale in Royal Oak

Living in Royal Oak

Royal Oak real estate testimonials

Amanda Peters is one of our search specialists here at Quicken Loans. She says that every page should include a call to action.

“Let’s say you’re a real estate agent focused on the Ann Arbor, Michigan area,” she said. “The call to action under your Google result might be something like ‘Wondering what it would be like to live in Ann Arbor? Schedule a walk-through today!’”

Many real estate professionals are using some sort of content management system (CMS) for their website. When you set up a particular page, many of these systems will have plug-ins that will allow you to edit what comes up underneath your Google result, sometimes referred to as the “search snippet.” For example, you might search “WordPress search plug-ins.” If you don’t know which CMS you might be using, you can contact the person or organization who helped set you up with the site.

In addition to being in your search snippet, any calls to action that you have should also be prominent on your page. You want to be able to convert those eyeballs into leads who could eventually sign a contract to work with you.

Do Some Experimenting

If you want to get a little more advanced, companies do plenty of A/B testing on their sites. You can play around with where the calls to action are on your pages. If it’s just a link, does it work best at the top or bottom of the page? If it’s button copy, does it work best when the button is orange or blue? You can spend a lot of time on this stuff and you shouldn’t go too crazy, but if you’re having trouble getting people to convert after viewing your page, you might change up some things.

Keywords

Keywords are an important part of your strategy for rising up the rankings. The important thing to remember is if you’re writing on something like homes in Sterling Heights, it’s important to have the phrase “homes in Sterling Heights” near the top of the page in the first few paragraphs.

You’ll also want to cover other topics and keywords your potential clients might be searching for. How do you find those?

In this case, related searches are your friend. When you type in one inquiry into a search engine, the engine will auto populate other entries. This can be immensely useful in generating related topics for your pages. You can also find related searches at the bottom of the search results page.

If you phrase your inquiry in the form of a question, sometimes you’ll get a box with the questions people also ask. This can be helpful in generating ideas for blog posts, which we’ll get into below.

The one thing I will caution against is you don’t want to have keyword stuffing. That means putting the keyword in every sentence or even every paragraph doesn’t necessarily help you and may actually hurt you because Google doesn’t want people gaming the system. They can penalize you in search.

You don’t have to go out of your way to walk a keyword tight rope, but a good general guideline is to only mention the keyword where it would make sense if you were just having a conversation with someone about the topic. You wouldn’t say something like “Mountain Dew is my favorite soft drink because Mountain Dew has a refreshing lemon lime flavor.”

Mobile Friendly Sites

More and more web browsing is done on phones, particularly among millennial first-time home buyers. You’re going to want to make sure your site is mobile friendly and fast. If your page doesn’t load in the time the user expects it to, they tend to move on and there’s no sense letting them go to your competitors.

Just how fast is fast?

“Page load speed is huge, particularly on the phone or tablet,” said Peters. “People aren’t going to go microwave dinner while waiting for your page load. They’ll move on. Your page should load in three seconds or less, but you would like to see it under one-and-a-half seconds.”

What can you do to speed up page loading? Having your tech person or a webpage designer working on it may help. In general, make sure you’re loading versions of images that are optimized for digital. Without getting too technical, screen resolutions aren’t as high as what would be required for print. Therefore, you can get away with smaller file sizes, which will help speed up load times.

Google also has a PageSpeed Insights tool. It may be helpful to follow the recommendations.

Blog Posts

One way Google measures your site is if it’s regularly updated with high-quality content. One way you can do that is by writing blog posts on home buying and selling topics.

You can do a few things. Talk up the virtues of the areas you serve. It makes you look like you really know the area if you can talk about how good Air Margaritaville was during Music in the Park or speak highly of the fettuccine Alfredo at the best local Italian place.

The other cool thing to do is write about the topics in which your clients are interested. You’re in a unique position to know these things because you talk to clients on a daily basis. The other great way to find topics is to put a question in Google that you might write on and then look at the related questions as we did earlier.

The best thing about blog posts is that it’s a great way to get other sites to link to you and this is one of the best ways to get your search engine rank to increase quickly. One key indicator for Google is whether other sites link to you because it’s a sign that you have good content they’re interested in sharing with their group. You’re considered influential in your field.

So how do you get back links? You’ll have to do a little legwork, but there’s a method to the madness.

I recommend downloading the free MozBar extension for Google Chrome and Mozilla Firefox, and creating a free account.

Now you’re going to want to do a Google search on a topic you plan on writing about like “buying a home in the winter.”

Once you have the extension, you’ll get a toolbar under each Google search results. Ideally, it would be good to get a link from any site with a domain authority (labeled DA in the extension) above 30.

It may be unlikely that sites like realtor.com or Trulia will link to you as an individual real estate agent, but there are plenty of great real estate blogs out there looking to share good, engaging content with their audience. Once you’ve identified several prospects, now it’s time to do outreach.

Try to find contact info for the authors of the articles you’re writing. Many times, the info for an author or editor can be found right on the site. Other good resources for finding contact info might be social media like Facebook or LinkedIn. However you do it, just try to get in front of the person and tell them how much you enjoy their site – a little flattery never hurt anyone. Maybe you throw in that you’ve read a few articles and that you really liked a particular one they wrote.

Then you can run through the fact that you’ve recently written a great article on buying a home in the winter that you think could benefit readers. Would they be willing to link to the page now or in the future as a resource? One thing that helps is if it adds something to the article that they don’t already have covered in their post.

Not every editor or author will say yes and they may not even respond, but if you get a few links for your articles, every little bit helps and if you do this for enough articles, you can steadily climb the online rankings.

Hopefully, those tips help you master the search engine game. Now it’s time to turn to social media marketing, just maybe not all in one day.

The post Tips for Real Estate Agents to Make Their Businesses Rank Better in Google and Other Search Engines appeared first on ZING Blog by Quicken Loans.

from Updates About Loans https://www.quickenloans.com/blog/tips-for-real-estate-agents-to-make-their-businesses-rank-better-in-google-and-other-search-engines

Tips for Real Estate Agents to Make Their Businesses Rank Better in Google and Other Search Engines

People often turn to the internet for everything from ordering pizza, to tracking their favorite teams and find out what the heck a bomb cyclone is. Zillow, Trulia and other sites have made it an increasingly viable tool for home buyers to at least begin their home search process before taking in-person tours. It makes sense for real estate agents to want to get in front of these home buyers to build a client base.

However, without some tips, how do you know if your web marketing is working for you? You can give your clients all the tips in the world about how to show a home, but you have to get them there first. Google and other search engines with their opaque algorithms can be intimidating beasts.

If the world of meta-tags, keywords and content marketing has you confused, you’re not alone. There are Fortune 500 companies constantly trying to figure out how to make something show up in search. Google, Bing and others guard their algorithms like the gold in Fort Knox. There’s good reason for this, too. If someone were to figure out exactly how search engines worked and fool them, high quality content might be pushed down in favor of info that wasn’t as good because the person who wrote it knew how to game the system.

While there’s no search engine silver bullet, we do know some things about what search engines are looking for to find the high quality content their users covet. What follows is a series of tips that should have your content headed to the top of page 1 in no time.

Make Sure Your Info Is Accurate

If you’ve ever searched online for a restaurant, florist or any number of other businesses, you’ll probably notice they have photos, their hours, reviews and even notes on when they’re busy. It comes up in an info box to the side of search results and looks a lot like this.

This is really nice and draws a ton of attention to your business if you can make it stand out with pictures of yourself, the exterior and possibly interior of your offices. There would also be a map to your location. So how do you get one of these?

You can go to Google My Business in order to claim your location and start filling out relevant details about your business. Now, when someone searches for that location on Google, they’ll get this handy search box that’s going to show you putting your best foot forward.

You should follow similar steps to claim your business on Yelp and the Yellow Pages.

Beyond these, you should search your own business, making sure that the online information is accurate and relevant. In many cases, if these are internet listings, you can edit your own address, phone number and email. If you’re mentioned on news sites or blogs run by another entity, a quick perusal of the website will often turn up the author or editor of the information and you can reach out.

Your listing should include at minimum:

Your name and the name of your business

Address

Business phone number

Business email address

Use Location-Specific Webpages

Real estate is all about location. No one knows the ins and outs of the areas and neighborhoods you cover better than you do. People looking for houses may only do so once a decade. You’re out there pounding the pavement every day.

With that in mind, if you cover several cities across a metro or county area, you should have specific webpages for each major area you cover on your site.

As an example, if I were to look at cities in the metro Detroit area, Ferndale or Royal Oak are much different areas from Dearborn or Redford, despite being within a relatively close distance to each other. You might choose to keep separate localized webpages or even dedicated sites. That way, if someone is searching for homes in those specific areas, your site comes up.

If you had your own site, you could have pages focusing on the different selling points of the area and you yourself as a real estate agent. For example:

Homes for sale in Royal Oak

Living in Royal Oak

Royal Oak real estate testimonials

Amanda Peters is one of our search specialists here at Quicken Loans. She says that every page should include a call to action.

“Let’s say you’re a real estate agent focused on the Ann Arbor, Michigan area,” she said. “The call to action under your Google result might be something like ‘Wondering what it would be like to live in Ann Arbor? Schedule a walk-through today!’”

Many real estate professionals are using some sort of content management system (CMS) for their website. When you set up a particular page, many of these systems will have plug-ins that will allow you to edit what comes up underneath your Google result, sometimes referred to as the “search snippet.” For example, you might search “WordPress search plug-ins.” If you don’t know which CMS you might be using, you can contact the person or organization who helped set you up with the site.

In addition to being in your search snippet, any calls to action that you have should also be prominent on your page. You want to be able to convert those eyeballs into leads who could eventually sign a contract to work with you.

Do Some Experimenting

If you want to get a little more advanced, companies do plenty of A/B testing on their sites. You can play around with where the calls to action are on your pages. If it’s just a link, does it work best at the top or bottom of the page? If it’s button copy, does it work best when the button is orange or blue? You can spend a lot of time on this stuff and you shouldn’t go too crazy, but if you’re having trouble getting people to convert after viewing your page, you might change up some things.

Keywords

Keywords are an important part of your strategy for rising up the rankings. The important thing to remember is if you’re writing on something like homes in Sterling Heights, it’s important to have the phrase “homes in Sterling Heights” near the top of the page in the first few paragraphs.

You’ll also want to cover other topics and keywords your potential clients might be searching for. How do you find those?

In this case, related searches are your friend. When you type in one inquiry into a search engine, the engine will auto populate other entries. This can be immensely useful in generating related topics for your pages. You can also find related searches at the bottom of the search results page.

If you phrase your inquiry in the form of a question, sometimes you’ll get a box with the questions people also ask. This can be helpful in generating ideas for blog posts, which we’ll get into below.

The one thing I will caution against is you don’t want to have keyword stuffing. That means putting the keyword in every sentence or even every paragraph doesn’t necessarily help you and may actually hurt you because Google doesn’t want people gaming the system. They can penalize you in search.

You don’t have to go out of your way to walk a keyword tight rope, but a good general guideline is to only mention the keyword where it would make sense if you were just having a conversation with someone about the topic. You wouldn’t say something like “Mountain Dew is my favorite soft drink because Mountain Dew has a refreshing lemon lime flavor.”

Mobile Friendly Sites

More and more web browsing is done on phones, particularly among millennial first-time home buyers. You’re going to want to make sure your site is mobile friendly and fast. If your page doesn’t load in the time the user expects it to, they tend to move on and there’s no sense letting them go to your competitors.

Just how fast is fast?

“Page load speed is huge, particularly on the phone or tablet,” said Peters. “People aren’t going to go microwave dinner while waiting for your page load. They’ll move on. Your page should load in three seconds or less, but you would like to see it under one-and-a-half seconds.”

What can you do to speed up page loading? Having your tech person or a webpage designer working on it may help. In general, make sure you’re loading versions of images that are optimized for digital. Without getting too technical, screen resolutions aren’t as high as what would be required for print. Therefore, you can get away with smaller file sizes, which will help speed up load times.

Google also has a PageSpeed Insights tool. It may be helpful to follow the recommendations.

Blog Posts

One way Google measures your site is if it’s regularly updated with high-quality content. One way you can do that is by writing blog posts on home buying and selling topics.

You can do a few things. Talk up the virtues of the areas you serve. It makes you look like you really know the area if you can talk about how good Air Margaritaville was during Music in the Park or speak highly of the fettuccine Alfredo at the best local Italian place.

The other cool thing to do is write about the topics in which your clients are interested. You’re in a unique position to know these things because you talk to clients on a daily basis. The other great way to find topics is to put a question in Google that you might write on and then look at the related questions as we did earlier.

The best thing about blog posts is that it’s a great way to get other sites to link to you and this is one of the best ways to get your search engine rank to increase quickly. One key indicator for Google is whether other sites link to you because it’s a sign that you have good content they’re interested in sharing with their group. You’re considered influential in your field.

So how do you get back links? You’ll have to do a little legwork, but there’s a method to the madness.

I recommend downloading the free MozBar extension for Google Chrome and Mozilla Firefox, and creating a free account.

Now you’re going to want to do a Google search on a topic you plan on writing about like “buying a home in the winter.”

Once you have the extension, you’ll get a toolbar under each Google search results. Ideally, it would be good to get a link from any site with a domain authority (labeled DA in the extension) above 30.

It may be unlikely that sites like realtor.com or Trulia will link to you as an individual real estate agent, but there are plenty of great real estate blogs out there looking to share good, engaging content with their audience. Once you’ve identified several prospects, now it’s time to do outreach.

Try to find contact info for the authors of the articles you’re writing. Many times, the info for an author or editor can be found right on the site. Other good resources for finding contact info might be social media like Facebook or LinkedIn. However you do it, just try to get in front of the person and tell them how much you enjoy their site – a little flattery never hurt anyone. Maybe you throw in that you’ve read a few articles and that you really liked a particular one they wrote.

Then you can run through the fact that you’ve recently written a great article on buying a home in the winter that you think could benefit readers. Would they be willing to link to the page now or in the future as a resource? One thing that helps is if it adds something to the article that they don’t already have covered in their post.

Not every editor or author will say yes and they may not even respond, but if you get a few links for your articles, every little bit helps and if you do this for enough articles, you can steadily climb the online rankings.

Hopefully, those tips help you master the search engine game. Now it’s time to turn to social media marketing, just maybe not all in one day.

The post Tips for Real Estate Agents to Make Their Businesses Rank Better in Google and Other Search Engines appeared first on ZING Blog by Quicken Loans.

from Updates About Loans https://www.quickenloans.com/blog/tips-for-real-estate-agents-to-make-their-businesses-rank-better-in-google-and-other-search-engines

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Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP

From emerging social media channels to the rise of artificial intelligence, the exciting cyclone of change often drops us marketers into unfamiliar territory—and we have to find our way home.

Thankfully, the marketing industry is flush with talented marketers leading the way, and we often look to them for tactical insights to navigate the winding road and avoid fields of deceiving poppies. However, in our thirst more knowledge, we often don’t get to see who these leaders are in full living color.

To bridge the gap between person and marketer, we’re kicking off an exciting new “Behind the Curtain” interview series—which, if you haven’t guessed, is inspired by Dorothy Gale and the classic film, The Wizard of Oz.

In this series, we’ll take a peek behind the curtain to get know some marketing industry wizards on a more personal level, as well as gain insights that can help other marketers use their brains, hearts, courage and creativity to improve their marketing efforts and drive business value in the changing digital landscape.

Our first featured marketer is the brilliant and incredibly nice Amisha Gandhi, Head of Influencer Marketing at SAP.

Enjoy!

The Woman Behind the Curtain

Amisha was born in Bombay, India, grew up in New York, and now lives in San Francisco.

“New York is my Kansas,” Amisha said. “I’m definitely a New Yorker at heart—which is probably where most of my personality comes from.”

But Amisha didn’t always plan on being a marketer. Actually, Amisha studied both theater and biology/pre-med.

“One [degree] was for me and the other was for my parents,” she said. “I’ve always loved theater, and I think that’s where I honed the artistic part of my brain … which I definitely get to bring into marketing, especially influencer marketing.”

Amisha is also a working mom and avid traveler.

“I love to travel,” she said. “But wherever I go, I like to be a local—to be immersed in a different world and see it from a local perspective. When my son is older, I want to go to the Galapagos Islands.”

She’s also a huge Sci-Fi fan. Among some of her favorite films and TV shows are Blade Runner, Star Wars (leaving out Episodes 1, 2 and 3, of course), and Battlestar Galactica.

“Battlestar Galactica is an all-time favorite,” she said. “It’s such a great story.”

Some of her other favorite flicks are Casablanca and anything by Alfred Hitchcock.

Following Her Yellow Brick Road

Amisha has had an interesting career path, starting her professional career working in a research lab for a pharmaceutical company.

“I really didn’t like it, so I quit my job and actually got a temp job as a data entry clerk at MCI,” she said.

Since then, Amisha has worked at startups, PR agencies such as Burson-Marsteller, and been a consultant to companies such as Accenture, Google, Merrill Lynch, GAP, HP and Time-Warner. Today, she’s well-known for bringing her mix of social media, communications and marketing skills together for creative campaigns and elevating executives profiles such as former CIO of SAP, Oliver Bussmann. She joined SAP team in 2010.

What was your Twister event? What moment or event put you on a path to a career in marketing?

While I working at a company that produced local market books, CitySearch.com—an online city guide and community—wanted a partnership. And I thought that was a really cool concept, and just in passing I mentioned that I’d love to work there, and ended up getting an interview.

After the interview, I showed up constantly. I brought the sales team doughnuts one day. Another day I stopped by with thank you notes. Finally, they just said “OK. Come on in and join our team. The other guy wants this job, but you want it more.”

It was a startup at the time, and when you work at a startup you wear many hats. I had a variety of jobs there and learned about marketing, sales operations, advertising, editorial, even movie promotions—you name it. But that’s how I got my start.

Dorothy found dear friends in the Scarecrow, Cowardly Lion and Tinman on her journey down the yellow brick road. Who are some of the people who’ve helped or inspired you during your career?

I have been so fortunate in my career to have worked managers, mentors and clients who’ve pushed me, guided me and inspired me.

While working at a political PR firm, I worked with an incredible PR executive named Barbara French, who taught me so much about storytelling.

Barbara was always pushing me to find that “so what” story. To this day, I still think about that. How do you tell stories that really excite and engage people? How do you find that really compelling, juicy story that people want to know about, read about or even care about? What’s the so what?

Also, one of my clients while working there was Kamala Harris—who is now Sen. Kamala Harris. Back then she was working in the city attorney’s office. She was trying to change the world, and it was so inspiring to watch.

Some others that I have to mention are Jim Dever and Penny Delgadillo Valencia here at SAP, who are great leaders and without whose support I would not have been able to build out the influencer marketing program.

It takes a community to help you build your career. I believe in nurturing talent and I’ve found it fulfilling to give back, especially to those who are early in their careers here at SAP.

It takes a community to help you build your career. I believe in nurturing talent. - @AmishaGandhi Click To Tweet

Meeting the Wizard

At TopRank Marketing we believe in taking a smart, creative and results-focused approach in everything we do for our clients, as well as our own personal growth. Amisha is someone who certainly exemplifies these qualities in her work as an influencer marketing wizard, being a source of insight and inspiration in the field.

Good witch or bad witch? What’s a bad influencer outreach habit marketers should drop?

I think one of the worst habits is approaching influencers with a “What can you do for me?” attitude. Instead you should be approaching them with a “What can I do for you?” mentality.

If they’re a good influencer, everyone is hitting them up. So you have to be coming from a place that offers real value—and I’m not talking about money. I’m talking about personal and business value.

Influencers are trying to raise issues. They’re working to bring awareness around topics that are important to them. They’re not just there to sell your product. I’m interested in building mutually beneficial relationships for the long-term.

Influencers are not just there to sell your product. - @AmishaGandhi #influencermarketing Click To Tweet

The Wicked Witch was defeated with a just pail of water. What’s one effective influencer marketing tactic that marketers often overlook?

I think that marketers often overlook the fact that you’re building something together with influencers. Collaboration is key, so I collaborate a lot.

Pick their brain. Ask them what value they see. Ask them what they think their audience wants to see. Ask them if they’ll help you build something amazing. When you treat them as a partner, rather than a participant, you’ll be able to create something more effective and meaningful.

Treat influencers like partners, not participants. - @AmishaGandhi #influencermarketing Click To Tweet

Dorothy’s ruby slippers were the key to achieving her end goal of returning home. What are a few tools you believe are key for influencer marketing success?

You should absolutely have a good influencer identification tool; it’s worth the investment. We use Traackr, and that not only helps with identification, but also tracking and measurement—which is important for seeing your results beyond social media activity.

We also use VoiceStorm for the employee advocacy, and Sprinklr for social media amplification. Of course, not everyone has the resources to invest in these tools, but there are some good free tools like FollowerWonk, Klout and Hootsuite.

In the end, it’s all about being able to tie all your efforts together to show success and how that contributed to real business value—which is kind of like clicking your heels and getting you home.

What’s one thing you would ask the all-powerful marketing wizard for? (More budget, more resources, better data?)

I’m always looking for ways to drive and find better data. The better the marketing insights we have, the better our results will be. So, I’d ask the marketing wizard for a tool that can bring together influencer data, insights, identification, tracking and measurement linking it back to sales—something that can bring all the external tools together.

The better the #marketing insights we have, the better our results will be. - @AmishaGandhi Click To Tweet

We’re Off to Meet More Wizards

I’d like to sincerely thank Amisha for taking the time to open up about who she is, where she comes from and how she approaches influencer marketing. Thank you, Amisha.

Of course, TopRank Marketing’s journey to Emerald City is just getting started. In the coming weeks, we’ll be bringing you more exclusive interviews and insights from industry wizards to add some smarts, heart and nerve to your marketing efforts.

Stay tuned for our next installment!

What would you ask the all-powerful marketing wizard for? Tell us in the comments section below.

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Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP

From emerging social media channels to the rise of artificial intelligence, the exciting cyclone of change often drops us marketers into unfamiliar territory—and we have to find our way home.

Thankfully, the marketing industry is flush with talented marketers leading the way, and we often look to them for tactical insights to navigate the winding road and avoid fields of deceiving poppies. However, in our thirst more knowledge, we often don’t get to see who these leaders are in full living color.

To bridge the gap between person and marketer, we’re kicking off an exciting new “Behind the Curtain” interview series—which, if you haven’t guessed, is inspired by Dorothy Gale and the classic film, The Wizard of Oz.

In this series, we’ll take a peek behind the curtain to get know some marketing industry wizards on a more personal level, as well as gain insights that can help other marketers use their brains, hearts, courage and creativity to improve their marketing efforts and drive business value in the changing digital landscape.

Our first featured marketer is the brilliant and incredibly nice Amisha Gandhi, Head of Influencer Marketing at SAP.

Enjoy!

The Woman Behind the Curtain

Amisha was born in Bombay, India, grew up in New York, and now lives in San Francisco.

“New York is my Kansas,” Amisha said. “I’m definitely a New Yorker at heart—which is probably where most of my personality comes from.”

But Amisha didn’t always plan on being a marketer. Actually, Amisha studied both theater and biology/pre-med.

“One [degree] was for me and the other was for my parents,” she said. “I’ve always loved theater, and I think that’s where I honed the artistic part of my brain … which I definitely get to bring into marketing, especially influencer marketing.”

Amisha is also a working mom and avid traveler.

“I love to travel,” she said. “But wherever I go, I like to be a local—to be immersed in a different world and see it from a local perspective. When my son is older, I want to go to the Galapagos Islands.”

She’s also a huge Sci-Fi fan. Among some of her favorite films and TV shows are Blade Runner, Star Wars (leaving out Episodes 1, 2 and 3, of course), and Battlestar Galactica.

“Battlestar Galactica is an all-time favorite,” she said. “It’s such a great story.”

Some of her other favorite flicks are Casablanca and anything by Alfred Hitchcock.

Following Her Yellow Brick Road

Amisha has had an interesting career path, starting her professional career working in a research lab for a pharmaceutical company.

“I really didn’t like it, so I quit my job and actually got a temp job as a data entry clerk at MCI,” she said.

Since then, Amisha has worked at startups, PR agencies such as Burson-Marsteller, and been a consultant to companies such as Accenture, Google, Merrill Lynch, GAP, HP and Time-Warner. Today, she’s well-known for bringing her mix of social media, communications and marketing skills together for creative campaigns and elevating executives profiles such as former CIO of SAP, Oliver Bussmann. She joined SAP team in 2010.

What was your Twister event? What moment or event put you on a path to a career in marketing?

While I working at a company that produced local market books, CitySearch.com—an online city guide and community—wanted a partnership. And I thought that was a really cool concept, and just in passing I mentioned that I’d love to work there, and ended up getting an interview.

After the interview, I showed up constantly. I brought the sales team doughnuts one day. Another day I stopped by with thank you notes. Finally, they just said “OK. Come on in and join our team. The other guy wants this job, but you want it more.”

It was a startup at the time, and when you work at a startup you wear many hats. I had a variety of jobs there and learned about marketing, sales operations, advertising, editorial, even movie promotions—you name it. But that’s how I got my start.

Dorothy found dear friends in the Scarecrow, Cowardly Lion and Tinman on her journey down the yellow brick road. Who are some of the people who’ve helped or inspired you during your career?

I have been so fortunate in my career to have worked managers, mentors and clients who’ve pushed me, guided me and inspired me.

While working at a political PR firm, I worked with an incredible PR executive named Barbara French, who taught me so much about storytelling.

Barbara was always pushing me to find that “so what” story. To this day, I still think about that. How do you tell stories that really excite and engage people? How do you find that really compelling, juicy story that people want to know about, read about or even care about? What’s the so what?

Also, one of my clients while working there was Kamala Harris—who is now Sen. Kamala Harris. Back then she was working in the city attorney’s office. She was trying to change the world, and it was so inspiring to watch.

Some others that I have to mention are Jim Dever and Penny Delgadillo Valencia here at SAP, who are great leaders and without whose support I would not have been able to build out the influencer marketing program.

It takes a community to help you build your career. I believe in nurturing talent and I’ve found it fulfilling to give back, especially to those who are early in their careers here at SAP.

It takes a community to help you build your career. I believe in nurturing talent. - @AmishaGandhi Click To Tweet

Meeting the Wizard

At TopRank Marketing we believe in taking a smart, creative and results-focused approach in everything we do for our clients, as well as our own personal growth. Amisha is someone who certainly exemplifies these qualities in her work as an influencer marketing wizard, being a source of insight and inspiration in the field.

Good witch or bad witch? What’s a bad influencer outreach habit marketers should drop?

I think one of the worst habits is approaching influencers with a “What can you do for me?” attitude. Instead you should be approaching them with a “What can I do for you?” mentality.

If they’re a good influencer, everyone is hitting them up. So you have to be coming from a place that offers real value—and I’m not talking about money. I’m talking about personal and business value.

Influencers are trying to raise issues. They’re working to bring awareness around topics that are important to them. They’re not just there to sell your product. I’m interested in building mutually beneficial relationships for the long-term.

Influencers are not just there to sell your product. - @AmishaGandhi #influencermarketing Click To Tweet

The Wicked Witch was defeated with a just pail of water. What’s one effective influencer marketing tactic that marketers often overlook?

I think that marketers often overlook the fact that you’re building something together with influencers. Collaboration is key, so I collaborate a lot.

Pick their brain. Ask them what value they see. Ask them what they think their audience wants to see. Ask them if they’ll help you build something amazing. When you treat them as a partner, rather than a participant, you’ll be able to create something more effective and meaningful.

Treat influencers like partners, not participants. - @AmishaGandhi #influencermarketing Click To Tweet

Dorothy’s ruby slippers were the key to achieving her end goal of returning home. What are a few tools you believe are key for influencer marketing success?

You should absolutely have a good influencer identification tool; it’s worth the investment. We use Traackr, and that not only helps with identification, but also tracking and measurement—which is important for seeing your results beyond social media activity.

We also use VoiceStorm for the employee advocacy, and Sprinklr for social media amplification. Of course, not everyone has the resources to invest in these tools, but there are some good free tools like FollowerWonk, Klout and Hootsuite.

In the end, it’s all about being able to tie all your efforts together to show success and how that contributed to real business value—which is kind of like clicking your heels and getting you home.

What’s one thing you would ask the all-powerful marketing wizard for? (More budget, more resources, better data?)

I’m always looking for ways to drive and find better data. The better the marketing insights we have, the better our results will be. So, I’d ask the marketing wizard for a tool that can bring together influencer data, insights, identification, tracking and measurement linking it back to sales—something that can bring all the external tools together.

The better the #marketing insights we have, the better our results will be. - @AmishaGandhi Click To Tweet

We’re Off to Meet More Wizards

I’d like to sincerely thank Amisha for taking the time to open up about who she is, where she comes from and how she approaches influencer marketing. Thank you, Amisha.

Of course, TopRank Marketing’s journey to Emerald City is just getting started. In the coming weeks, we’ll be bringing you more exclusive interviews and insights from industry wizards to add some smarts, heart and nerve to your marketing efforts.

Stay tuned for our next installment!

What would you ask the all-powerful marketing wizard for? Tell us in the comments section below.

Gain a competitive advantage by subscribing to the TopRank® Online Marketing Newsletter.

© Online Marketing Blog - TopRank®, 2017. | Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP | http://www.toprankblog.com

The post Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP appeared first on Online Marketing Blog - TopRank®.

Caitlin Burgess http://www.toprankblog.com/wp-content/uploads/Marketing-Curtain-Amisha-Gandhi.png

Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP

From emerging social media channels to the rise of artificial intelligence, the exciting cyclone of change often drops us marketers into unfamiliar territory—and we have to find our way home.

Thankfully, the marketing industry is flush with talented marketers leading the way, and we often look to them for tactical insights to navigate the winding road and avoid fields of deceiving poppies. However, in our thirst more knowledge, we often don’t get to see who these leaders are in full living color.

To bridge the gap between person and marketer, we’re kicking off an exciting new “Behind the Curtain” interview series—which, if you haven’t guessed, is inspired by Dorothy Gale and the classic film, The Wizard of Oz.

In this series, we’ll take a peek behind the curtain to get know some marketing industry wizards on a more personal level, as well as gain insights that can help other marketers use their brains, hearts, courage and creativity to improve their marketing efforts and drive business value in the changing digital landscape.

Our first featured marketer is the brilliant and incredibly nice Amisha Gandhi, Head of Influencer Marketing at SAP.

Enjoy!

The Woman Behind the Curtain

Amisha was born in Bombay, India, grew up in New York, and now lives in San Francisco.

“New York is my Kansas,” Amisha said. “I’m definitely a New Yorker at heart—which is probably where most of my personality comes from.”

But Amisha didn’t always plan on being a marketer. Actually, Amisha studied both theater and biology/pre-med.

“One [degree] was for me and the other was for my parents,” she said. “I’ve always loved theater, and I think that’s where I honed the artistic part of my brain … which I definitely get to bring into marketing, especially influencer marketing.”

Amisha is also a working mom and avid traveler.

“I love to travel,” she said. “But wherever I go, I like to be a local—to be immersed in a different world and see it from a local perspective. When my son is older, I want to go to the Galapagos Islands.”

She’s also a huge Sci-Fi fan. Among some of her favorite films and TV shows are Blade Runner, Star Wars (leaving out Episodes 1, 2 and 3, of course), and Battlestar Galactica.

“Battlestar Galactica is an all-time favorite,” she said. “It’s such a great story.”

Some of her other favorite flicks are Casablanca and anything by Alfred Hitchcock.

Following Her Yellow Brick Road

Amisha has had an interesting career path, starting her professional career working in a research lab for a pharmaceutical company.

“I really didn’t like it, so I quit my job and actually got a temp job as a data entry clerk at MCI,” she said.

Since then, Amisha has worked at startups, PR agencies such as Burson-Marsteller, and been a consultant to companies such as Accenture, Google, Merrill Lynch, GAP, HP and Time-Warner. Today, she’s well-known for bringing her mix of social media, communications and marketing skills together for creative campaigns and elevating executives profiles such as former CIO of SAP, Oliver Bussmann. She joined SAP team in 2010.

What was your Twister event? What moment or event put you on a path to a career in marketing?

While I working at a company that produced local market books, CitySearch.com—an online city guide and community—wanted a partnership. And I thought that was a really cool concept, and just in passing I mentioned that I’d love to work there, and ended up getting an interview.

After the interview, I showed up constantly. I brought the sales team doughnuts one day. Another day I stopped by with thank you notes. Finally, they just said “OK. Come on in and join our team. The other guy wants this job, but you want it more.”

It was a startup at the time, and when you work at a startup you wear many hats. I had a variety of jobs there and learned about marketing, sales operations, advertising, editorial, even movie promotions—you name it. But that’s how I got my start.

Dorothy found dear friends in the Scarecrow, Cowardly Lion and Tinman on her journey down the yellow brick road. Who are some of the people who’ve helped or inspired you during your career?

I have been so fortunate in my career to have worked managers, mentors and clients who’ve pushed me, guided me and inspired me.

While working at a political PR firm, I worked with an incredible PR executive named Barbara French, who taught me so much about storytelling.

Barbara was always pushing me to find that “so what” story. To this day, I still think about that. How do you tell stories that really excite and engage people? How do you find that really compelling, juicy story that people want to know about, read about or even care about? What’s the so what?

Also, one of my clients while working there was Kamala Harris—who is now Sen. Kamala Harris. Back then she was working in the city attorney’s office. She was trying to change the world, and it was so inspiring to watch.

Some others that I have to mention are Jim Dever and Penny Delgadillo Valencia here at SAP, who are great leaders and without whose support I would not have been able to build out the influencer marketing program.

It takes a community to help you build your career. I believe in nurturing talent and I’ve found it fulfilling to give back, especially to those who are early in their careers here at SAP.

It takes a community to help you build your career. I believe in nurturing talent. - @AmishaGandhi Click To Tweet

Meeting the Wizard

At TopRank Marketing we believe in taking a smart, creative and results-focused approach in everything we do for our clients, as well as our own personal growth. Amisha is someone who certainly exemplifies these qualities in her work as an influencer marketing wizard, being a source of insight and inspiration in the field.

Good witch or bad witch? What’s a bad influencer outreach habit marketers should drop?

I think one of the worst habits is approaching influencers with a “What can you do for me?” attitude. Instead you should be approaching them with a “What can I do for you?” mentality.

If they’re a good influencer, everyone is hitting them up. So you have to be coming from a place that offers real value—and I’m not talking about money. I’m talking about personal and business value.

Influencers are trying to raise issues. They’re working to bring awareness around topics that are important to them. They’re not just there to sell your product. I’m interested in building mutually beneficial relationships for the long-term.

Influencers are not just there to sell your product. - @AmishaGandhi #influencermarketing Click To Tweet

The Wicked Witch was defeated with a just pail of water. What’s one effective influencer marketing tactic that marketers often overlook?

I think that marketers often overlook the fact that you’re building something together with influencers. Collaboration is key, so I collaborate a lot.

Pick their brain. Ask them what value they see. Ask them what they think their audience wants to see. Ask them if they’ll help you build something amazing. When you treat them as a partner, rather than a participant, you’ll be able to create something more effective and meaningful.

Treat influencers like partners, not participants. - @AmishaGandhi #influencermarketing Click To Tweet

Dorothy’s ruby slippers were the key to achieving her end goal of returning home. What are a few tools you believe are key for influencer marketing success?

You should absolutely have a good influencer identification tool; it’s worth the investment. We use Traackr, and that not only helps with identification, but also tracking and measurement—which is important for seeing your results beyond social media activity.

We also use VoiceStorm for the employee advocacy, and Sprinklr for social media amplification. Of course, not everyone has the resources to invest in these tools, but there are some good free tools like FollowerWonk, Klout and Hootsuite.

In the end, it’s all about being able to tie all your efforts together to show success and how that contributed to real business value—which is kind of like clicking your heels and getting you home.

What’s one thing you would ask the all-powerful marketing wizard for? (More budget, more resources, better data?)

I’m always looking for ways to drive and find better data. The better the marketing insights we have, the better our results will be. So, I’d ask the marketing wizard for a tool that can bring together influencer data, insights, identification, tracking and measurement linking it back to sales—something that can bring all the external tools together.

The better the #marketing insights we have, the better our results will be. - @AmishaGandhi Click To Tweet

We’re Off to Meet More Wizards

I’d like to sincerely thank Amisha for taking the time to open up about who she is, where she comes from and how she approaches influencer marketing. Thank you, Amisha.

Of course, TopRank Marketing’s journey to Emerald City is just getting started. In the coming weeks, we’ll be bringing you more exclusive interviews and insights from industry wizards to add some smarts, heart and nerve to your marketing efforts.

Stay tuned for our next installment!

What would you ask the all-powerful marketing wizard for? Tell us in the comments section below.

Gain a competitive advantage by subscribing to the TopRank® Online Marketing Newsletter.

© Online Marketing Blog - TopRank®, 2017. | Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP | http://www.toprankblog.com

The post Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP appeared first on Online Marketing Blog - TopRank®.

Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP

From emerging social media channels to the rise of artificial intelligence, the exciting cyclone of change often drops us marketers into unfamiliar territory—and we have to find our way home.

Thankfully, the marketing industry is flush with talented marketers leading the way, and we often look to them for tactical insights to navigate the winding road and avoid fields of deceiving poppies. However, in our thirst more knowledge, we often don’t get to see who these leaders are in full living color.

To bridge the gap between person and marketer, we’re kicking off an exciting new “Behind the Curtain” interview series—which, if you haven’t guessed, is inspired by Dorothy Gale and the classic film, The Wizard of Oz.

In this series, we’ll take a peek behind the curtain to get know some marketing industry wizards on a more personal level, as well as gain insights that can help other marketers use their brains, hearts, courage and creativity to improve their marketing efforts and drive business value in the changing digital landscape.

Our first featured marketer is the brilliant and incredibly nice Amisha Gandhi, Head of Influencer Marketing at SAP.

Enjoy!

The Woman Behind the Curtain

Amisha was born in Bombay, India, grew up in New York, and now lives in San Francisco.

“New York is my Kansas,” Amisha said. “I’m definitely a New Yorker at heart—which is probably where most of my personality comes from.”

But Amisha didn’t always plan on being a marketer. Actually, Amisha studied both theater and biology/pre-med.

“One [degree] was for me and the other was for my parents,” she said. “I’ve always loved theater, and I think that’s where I honed the artistic part of my brain … which I definitely get to bring into marketing, especially influencer marketing.”

Amisha is also a working mom and avid traveler.

“I love to travel,” she said. “But wherever I go, I like to be a local—to be immersed in a different world and see it from a local perspective. When my son is older, I want to go to the Galapagos Islands.”

She’s also a huge Sci-Fi fan. Among some of her favorite films and TV shows are Blade Runner, Star Wars (leaving out Episodes 1, 2 and 3, of course), and Battlestar Galactica.

“Battlestar Galactica is an all-time favorite,” she said. “It’s such a great story.”

Some of her other favorite flicks are Casablanca and anything by Alfred Hitchcock.

Following Her Yellow Brick Road

Amisha has had an interesting career path, starting her professional career working in a research lab for a pharmaceutical company.

“I really didn’t like it, so I quit my job and actually got a temp job as a data entry clerk at MCI,” she said.

Since then, Amisha has worked at startups, PR agencies such as Burson-Marsteller, and been a consultant to companies such as Accenture, Google, Merrill Lynch, GAP, HP and Time-Warner. Today, she’s well-known for bringing her mix of social media, communications and marketing skills together for creative campaigns and elevating executives profiles such as former CIO of SAP, Oliver Bussmann. She joined SAP team in 2010.

What was your Twister event? What moment or event put you on a path to a career in marketing?

While I working at a company that produced local market books, CitySearch.com—an online city guide and community—wanted a partnership. And I thought that was a really cool concept, and just in passing I mentioned that I’d love to work there, and ended up getting an interview.

After the interview, I showed up constantly. I brought the sales team doughnuts one day. Another day I stopped by with thank you notes. Finally, they just said “OK. Come on in and join our team. The other guy wants this job, but you want it more.”

It was a startup at the time, and when you work at a startup you wear many hats. I had a variety of jobs there and learned about marketing, sales operations, advertising, editorial, even movie promotions—you name it. But that’s how I got my start.

Dorothy found dear friends in the Scarecrow, Cowardly Lion and Tinman on her journey down the yellow brick road. Who are some of the people who’ve helped or inspired you during your career?

I have been so fortunate in my career to have worked managers, mentors and clients who’ve pushed me, guided me and inspired me.

While working at a political PR firm, I worked with an incredible PR executive named Barbara French, who taught me so much about storytelling.

Barbara was always pushing me to find that “so what” story. To this day, I still think about that. How do you tell stories that really excite and engage people? How do you find that really compelling, juicy story that people want to know about, read about or even care about? What’s the so what?

Also, one of my clients while working there was Kamala Harris—who is now Sen. Kamala Harris. Back then she was working in the city attorney’s office. She was trying to change the world, and it was so inspiring to watch.

Some others that I have to mention are Jim Dever and Penny Delgadillo Valencia here at SAP, who are great leaders and without whose support I would not have been able to build out the influencer marketing program.

It takes a community to help you build your career. I believe in nurturing talent and I’ve found it fulfilling to give back, especially to those who are early in their careers here at SAP.

It takes a community to help you build your career. I believe in nurturing talent. - @AmishaGandhi Click To Tweet

Meeting the Wizard

At TopRank Marketing we believe in taking a smart, creative and results-focused approach in everything we do for our clients, as well as our own personal growth. Amisha is someone who certainly exemplifies these qualities in her work as an influencer marketing wizard, being a source of insight and inspiration in the field.

Good witch or bad witch? What’s a bad influencer outreach habit marketers should drop?

I think one of the worst habits is approaching influencers with a “What can you do for me?” attitude. Instead you should be approaching them with a “What can I do for you?” mentality.

If they’re a good influencer, everyone is hitting them up. So you have to be coming from a place that offers real value—and I’m not talking about money. I’m talking about personal and business value.

Influencers are trying to raise issues. They’re working to bring awareness around topics that are important to them. They’re not just there to sell your product. I’m interested in building mutually beneficial relationships for the long-term.

Influencers are not just there to sell your product. - @AmishaGandhi #influencermarketing Click To Tweet

The Wicked Witch was defeated with a just pail of water. What’s one effective influencer marketing tactic that marketers often overlook?

I think that marketers often overlook the fact that you’re building something together with influencers. Collaboration is key, so I collaborate a lot.

Pick their brain. Ask them what value they see. Ask them what they think their audience wants to see. Ask them if they’ll help you build something amazing. When you treat them as a partner, rather than a participant, you’ll be able to create something more effective and meaningful.

Treat influencers like partners, not participants. - @AmishaGandhi #influencermarketing Click To Tweet

Dorothy’s ruby slippers were the key to achieving her end goal of returning home. What are a few tools you believe are key for influencer marketing success?

You should absolutely have a good influencer identification tool; it’s worth the investment. We use Traackr, and that not only helps with identification, but also tracking and measurement—which is important for seeing your results beyond social media activity.

We also use VoiceStorm for the employee advocacy, and Sprinklr for social media amplification. Of course, not everyone has the resources to invest in these tools, but there are some good free tools like FollowerWonk, Klout and Hootsuite.

In the end, it’s all about being able to tie all your efforts together to show success and how that contributed to real business value—which is kind of like clicking your heels and getting you home.

What’s one thing you would ask the all-powerful marketing wizard for? (More budget, more resources, better data?)

I’m always looking for ways to drive and find better data. The better the marketing insights we have, the better our results will be. So, I’d ask the marketing wizard for a tool that can bring together influencer data, insights, identification, tracking and measurement linking it back to sales—something that can bring all the external tools together.

The better the #marketing insights we have, the better our results will be. - @AmishaGandhi Click To Tweet

We’re Off to Meet More Wizards

I’d like to sincerely thank Amisha for taking the time to open up about who she is, where she comes from and how she approaches influencer marketing. Thank you, Amisha.

Of course, TopRank Marketing’s journey to Emerald City is just getting started. In the coming weeks, we’ll be bringing you more exclusive interviews and insights from industry wizards to add some smarts, heart and nerve to your marketing efforts.

Stay tuned for our next installment!

What would you ask the all-powerful marketing wizard for? Tell us in the comments section below.

Gain a competitive advantage by subscribing to the TopRank® Online Marketing Newsletter.

© Online Marketing Blog - TopRank®, 2017. | Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP | http://www.toprankblog.com

The post Behind the Marketing Curtain: An Interview with Influencer Marketing Wiz Amisha Gandhi, SAP appeared first on Online Marketing Blog - TopRank®.

Caitlin Burgess http://www.toprankblog.com/wp-content/uploads/Marketing-Curtain-Amisha-Gandhi.png