Smojoe’s message to new clients is clean and simple; we use innovative social media marketing to improve search engine rankings for the keywords most commonly associated with your goods or services.

Smojoe writes intelligent articles, blogs and discussion forum posts that get added to Facebook and tweeted to other humans who find compelling story hooks that lead to informative text.  Its precisely because of its high usability among humans that my content gets promoted by search engine robots.

On the internet today, there’s a return to family honour that lets small business compete with big brands. In community blog websites, mom bloggers write better copy than ad firms not due to spelling but because their stories and conversations are real. Are you for real? Are you an expert in something unique? The search for experts drives the internet.

Its that simple, and yet there’s a lot of confusion surrounding best practices in internet marketing.  There’s no textbook or dvd series yet; every guru’s book is out-of-date a few months after its published.

I think this confusion is sometimes deliberately encouraged by tech team apologists interacting with sales teams and support people - its also found in sales meetings, especially by black hat or grey hat SEO tacticians that promote unrealistic rags to riches success stories.

So what’s a bottom line businessman do?

Hire a freelance Social Relevance Producer, before you even talk to anyone else, including web designers. Get your path to profitability sorted out early in the venture and work toward realistic goals. Answer me why should anyone care about your new website? Why would anyone ever go there twice? And then lets write stories and re blog and discuss those hooks as we endeavour to make your business website the best destination for the most popular keyword targets in your business niche.

Who is Rob Campbell this son-of-a-beekeeper to tell me anything?

Smojoe is a relevance producer that sees the big picture from the perspective of a jaded web consumer - someone searching for something to help themselves, quickly, efficiently.

Smojoe has a dozen case studies of ‘relevance building’, including work for Miss Teen Canada World where we designed an entire Blog Army that has relevant conversations about, and links to nine different key sponsors each year, and or the work I did personally for a Toronto dentist that propelled her to the first page of all four search engines.  But my new favourite example is one where I made a business where nothing existed before…

In the pictures above, the first one is Canadian honeybee propolis, a substance the insects use to stick their beehives together. In Canada this compound is composed primarily of plant resins, mostly pine tree gum and beeswax and honey mixed together. The bees use it to glue their wood and wax world together, and up until a few years ago it was not collected commercially.  But because of the pine tree resin (think of turpentine) and other plant resins, the stuff has antibiotic properties for the honeybees, and perhaps medical properties for humans. Some famous homeopathic doctors have indicated that it could be used as a mouth and throat tonic and applied via tinctures; I wrote about my own experience collecting honeybee propolis at the source, Bee Propolis For Sale, once, in one blog post right here on this domain.

Story Funnels to Buckstops, the example continues as I linked in photos to three other discussion forum posts that other people had started on the subject of collecting bee propolis months or years earlier. That was last year 2009. It took me five hours max to do all that including post pictures and research. And today I’m first in Google.ca organic search for ‘propolis for sale’ because of the sincere passion of my information rich contributions to the subject.

Being first in search has its rewards, for any keyword, no matter how insignificant- now I get all manner of strange emails from the world’s most eccentric doctors looking to buy pure Canadian honeybee propolis for their own medicinal concoctions, and of course I sell it to them for $20 CAN per 100 grams, email me rob at smojoe dot com.

In summary, one year ago, I wrote one good informative story all about honeybee propolis right here on this otherwise sterile business marketing blog, and then funneled in some other discussions to dominate the ‘propolis for sale’ search category on Google.ca forever.

My alias Roberrific ’son-of-a-beekeeper’ on Tumblr also helps remind readers of my free wheeling propolis dealing character traits, to reinforce my authenticity as a real human with hopes, dreams and emotions.

What search categories do you target? What informative and compelling stories can we tell the world about your otherwise boring business?  Transform homemade pictures and stories into usable social capital today, for more social relevance tomorrow.

On July 1st 2010 the Lenzr serial photo contest website was officially one year old.

Today it’s stronger and more popular than ever before as each session helps mature the site into a more effective web marketing tool.

In the last year there were seventeen successful contests that collected just over five hundred pictures with headlines, tags and comments from about three hundred and seventy registered members.

You can see all seventeen challenges in the Lenzr category on Toronto-Forums. Each sixty day contest period attracts about 4000 visits to Lenzr, with just over half of them unique.  The average visit to Lenzr spans seven pages, and lasts over three minutes.

Usability of Lenzr is continuously being improved

On August 1st 2010 four new photography challenges were launched inside newly fashioned countdown-mechanism-equipped contest pages . Four Lenzr photo contests end Oct1st, 2010 and there’s more good information about all four August / September 2010 challenges on the Lenzr blog.

The new Lenzr voting protocol promises to level the playing field and ramp up the excitement. Now each photographer’s pictures will be on display only, until there are just ten days left in the contest. When the countdown ends, the time to vote begins!

This new countdown mechanism should make each contest twice as exciting, and a hundred percent more fair.

Lenzr is still evolving. We discovered over time that the contests were set up to favour early adopters. Users that were the first to upload pictures always had a much better chance of winning because of the volume of members and voting visitors that saw their images first, and any vote no matter how small helps each photo. After August 1st 2010 all that changed . But remember when voting begins… the same rules apply.  The quality of votes matters. The vote points structure is weighted to give registered members more voting power than casual visitors, and the system records IP addresses. Comments don’t count for much anymore, but they do count…

Conflict is a photo contest on Lenzr sponsored by Smojoe. Lack of conflict is the number one component of bad business presentations, and weak online storytelling.

Hero driven social media marketing is built on a dynamic relationship between two or more characters. Engineering orchestras of participation on multiple social media platforms, networks and in different  formats to have conversations and build social capital is the job of an Online Social Relevance Producer. Does your firm have a skilled social web storyteller?

On Oct 1st 2010 the highest ranked photo wins a BlackBerry® Bold™ 9700 Smartphone

2010 Miss Teen Canada World Winners press release gives insight into the action-packed week of activities, events and experiences that culminated in a dazzling night, the Grand Finale on July 17th.

Congratulations to 17 year old Channing Smendziuk from Brandon, Manitoba. She’s the 2010 Miss Teen Canada-World. The girl is tall and beautiful, and smart and funny; she’s a very good blogger who finished with a score over 8.0 in the blog component of the pageant.

Be sure to check the MTC-W facebook group for more news and updates about Channing’s most recent adventures, and her follow her challenges at the Miss Teen World pageant in Houston Texas.  After that climactic event, and in company with all of the agents and producers choreographers photographers and web storytellers that she meets abroad, Channing will be traveling all across Canada as part of the pageant next year and speaking at Me to We and modeling and acting on the side. If she does as Smojoe says then we’ll all have lots to read about and can cheer her along from the sideline comfort of a good weekly blog.

2010 Miss Teen Canada pageant produced some truly brilliant teen bloggers.

This year the blog component was worth 10% of each participant’s total score. Smojoe was the blog judge and graded each contestant on their overall blogging skills. The competition was a big success because it taught valuable skills as well as brought a great many other people to the main MTC-W website.

Smojoe graded each each blog individually, but using a standard measuring stick. I awarded points for level of sidebar sophistication, quality of narrative, amount of good information in the content especially as it related to the three blog assignments. Basically I looked for talented bloggers that would best showcase the entire MTCW Blog Army program, in the future, and I found them…

Read posts by these four top ranking blog notables - Smojoe applauds their terrific potential as DIY media machines. In the next few years a great many large businesses will seek young dynamic individuals such as these four bloggers to spread their messages online; if these four participants keep blogging, they’re sure to be rewarded with great jobs.

Cynthia Loewen could be a professional blogger, today.

Cynthia Loewen summarizes her experiences at the Miss Teen Canada world pageant on her OnSugar Blog.  This young lady is a strong blogger with great skill at encapsulating her emotions in short meaningful sentences. Her pictures and links are presented in a professional manner and she deserves the high score she received for her personal blog.

Jaya Pham also proved to be a great blogger with a cool sidebar and good writing style. If you have a minute, check out how Jaya Pham blogs the Miss Teen Canada pageant experience on her OnSugar blog.

Who had the highest score in the 2010 MTCW Blog Competition?

The two highest blog scores were awarded to Shelby Gobbo who also wrote a terrific summary of the pageant, and a Ryerson media student named Trinh Theresa Do - both contestants received 9.9.

In the not so recent past Smojoe has written his wisdom here about the many nuances of pictures and how they are the visual candy that most encourages clicks. But did you know they can also be statistics counters? have a look at the ’statistics’ on your own Flickr or PhotoBucket account and you will see how many people have viewed your photos. This information is yet another metric that can be used to help assign prices to buzz media campaigns.

Story fragmentation depends upon using only original images because your own personal pictures make the very best story hooks.

Pictures can be used as Stats counters with a Flickr or PhotoBucket account.

Smojoe uses pictures in many different ways, but did you know they can be used as readership statistic collectors? In the example below its possible to survey how many people opened the Bells and Bows logo that was hosted on Smojoe’s account on PhotoBucket.com

While I was away in Europe, it became the most popular picture in my entire gallery simply because it was manifest on the template of the Miss Teen Canada - World 2010 Blog Army.

Remarkably, the Bells and Bows Logo has been clicked on and opened  20,728 x since it was uploaded to the 2010 Miss Teen Canada blog army template, about three months ago.  That’s because 24 out of 62 finalists used the company as their own sponsor in their TV show ideas (blog challenge #2). That’s interactive social media! This is another piece of compelling sales collateral that can be used to satisfy corporate sponsors; the pageant really is a shot in the arm of digital relevance that’s perfect for anyone selling products or services to young people.

Lenzr is a social media marketing masterpiece that’s tragically flawed, and that’s what makes it so interesting.

The serial photo contest website is basic and clunky, and the rules and voting mechanisms are easily bent by human avarice, but at the end of each session, it works.  With very few exceptions, every business that sponsors an imaginative photo contest on Lenzr enjoys an inexpensive boost in their business URL’s search engine findability. The last session received over 4000 visitors, over half of them unique. The average visitor reviews seven pages and spends four minutes on the website.

On July 1st 2010 the May June Lenzr photo contests came to an extraordinarily dramatic conclusion, resulting in scandal. In the Portable Luxury photo contest, the winning picture was removed by admin (because of ‘voting irregularities’) a mere 15 minutes before the contest was scheduled to end.

Debbie Watson felt like she had the rug pulled out from under her feet. But it wasn’t all bad. Mommakoala was recognized as the winner of the 50 Going On 15 photo contest for Tempo Toronto, a baby boomers magazine that chronicles downtown events and sophisticated lifestyles. And she wins over 50 lbs of chocolate for that accomplishment.

The Portable Luxury photo contest will help bring about changes, a catalyst to the website’s social evolution. These events were not entirely unanticipated. Since its birth last year at this time, Lenzr marketing has advertised all over the internet how this serial photo contest platform is run by the people for the people, and how there are no judges, because everyone is a judge.  But everyone should also remember there is a moderator - there has to be a police officer or society will breakdown into schemes and worthless connivances.

Lenzr admin made a decision and clipped Mommakoala’s picture because it was the right thing to do, and I’ve explained the decision in a long Lenzr blog post titled, What Happened to Mommakoala’s Candy Stash?

Above is Portable City by Seattle Dredge which was the 2nd place image that’s now recognized as the contest winner. The photo received 330 points and now Seattle plus a guest will be flying to Las Vegas courtesy of Its My Potty, a portable toilet rentals company in Toronto the contest sponsor.

Crowded Places had the most participation with 46 PHOTOS UPLOADED | TOTAL VOTES 1828.

Ve3bnw Bill Watson wins the brand new Blackberry Curve courtesy of Innate Media Group for having submitted the first place photo in the Crowded Places photo contest. Bill Watson’s aerial photo of the Rockton Worlds Fair is quite interesting and was well received, collecting 270.2 points, the most in category.  This image also showcases his extraordinary talent for remote controlled devices and aerial photography.

Look at the big picture - Lenzr is trying to achieve something that has never occurred before, a perfectly democratic contest community where business sponsors art.  Admin played a heavy hand in this session, but now implements changes for the betterment of the community and the advancement of an new ideal.

A new participation ritual for Lenzr photo contests: wait-n-vote

From this day forward each photo contest page will simply collect images for the first fifty days, and only allow members and visitors to vote during the last ten days of the contest. That way all images will have a fresh start and manipulations can be more easily monitored. Also it will build a natural excitement, like a horse race. During that ten day period (August 20-30) if any images are found to be unjustly promoted the member will be warned of the activity, and then if the action continues the photo will be eliminated from competition.

How Photographers Can Use Online Resource to Boost Their Careers, the article explores not only other photo contests besides Lenzr, but has good information about how to use Facebook and Twitter and run comprehensive searches for new photo contests on Google.

One of the brightest stars graduating from HumberPR this year is Zack Sandor Kerr. He’s tied with Kyle the Keener in awesomeness, which is a wholesome combination of attitude and aptitude.

Because of his unique skill set, Zack got a cool new job blogging for Gio Bikes about how he’s spending his summer having nomadic adventures on their latest model electric scooter, or ebike as they hope to be called. Zack tweets his experience @GioinTO

Gio in To is about a guy and his electric bike in Toronto and that sets the stage for many countless stories in hundreds of local niches; he could tackle Toronto pedestrian affairs or municipal bike path issues, or chronicle cultural events, ie document Portuguese parades in the Toronto’s west end. He could report on World Cup street scenes and G20 protests - all from atop his ebike.

Zack is a good storyteller who really knows his way around a Wordpress blog, and he’s proving to be a quick study in the practice of multi platform brand storytelling.  Keep an eye on him.

Story Funnels for Faith Seekings at Rapport

Last week Smojoe used the simple fact that Faith Seekings is going to appear in the SugarCRM panel discussion on June 22nd 2010, to boost her company’s natural social relevance so it now ranks fourth in Google.ca for full service marketing.

Google just needed to be reminded that Rapportinc.ca is the among the very best destinations for this keyword combination. This address really is a versatile shop with many strengths and happy customers, friends and authority. New people discovering this website in their search for web marketing options will not be disappointed, or bounce back.

Google.com will deliver similar results for ‘full service marketing’ with the addition of the modifier ‘Toronto’.

On Tuesday June 22nd 2010, Faith Seekings President and Creative Director at Rapport Inc, a full service marketing firm headquartered in Toronto will be present at The Cambridge Suites, 15 Richmond Street East (1/2 block east of Yonge) in the heart of the city (which is presently locked down due to unbelievable security surrounding the G20 Summit).

Faith has grown a great business based on principles of good design, building community and good client relationships.

As her company grew, Faith took on multiple roles but was careful not to abandon her position as Creative Director, or let slip her commitment to helping businesses reach the customers they want, with a message they believe in. Today, as President of Rapport, Faith Seekings has a large staff of programmers, and designers and marketing professionals to help continue building and delivering success. Faith Seekings is a fountain of knowledge, and friends with Smojoe.

Let’s start this journal update with good news… As an online storytelling service, Smojoe likes to hand craft happy endings, and we’re especially fond of documenting Lenzr photo contests, especially when prize winners send in proud photography of themselves with their winnings.

Slimmswitch won the Neuton CE6 battery powered lawnmower courtesy of a Toronto area grass cutting service. That’s a happy ending. The sponsor was thrilled too; they used the Lenzr platform to promote their solar powered organic lawn care business and used contest messaging to get their name passed around in social networks.

Slimmswitch reports that the high technology lawnmower is flawless. It’s good, fast and really quiet. He’s been tweeting about it @LOCOHIPPO.  So have I, and in keeping with my tradition of packaging top shelf ideas as fragmented stories, I’ve been putting a lot more resources on Fotki, and webshots. You can find more details there and on Lenzr photo contest blog.

There’s a disproportionate amount of Ontario private school alumni among the Companions of the Order of Canada.

How to Win the Order of Canada is a cute little Factoid that has fun at the expense of our nation’s highest civilian award.  The piece is good press about Canada, and shares insight into the process by which our nation’s most extraordinary citizens prepare themselves for the history books.  There are over 2000 Companions in the Order today and 18 of them graduated from this Ontario private school, my client.

While researching the article I learned that former Premier of Newfoundland, Joey Smallwood declined appointment as a Companion in the late 1970s because he felt that as a Father of Confederation he deserved a knighthood. Smallwood was never knighted and later accepted induction as a Companion into the Order of Canada in 1986.

Factoidz is a great little website for reproducing the most information rich bits of your client’s message. My favourite ‘home run’ happened here last year when I wrote and published what soon became an immensely popular factoid entitled ‘How To Win The Miss Teen Canada Beauty Pageant’ complete with links to the MTCW website.

Sometimes, growing pains can really hurt. Michael Cayley has asked myself and others to help him promote Change Camp which came to my attention as part of an email dispatch from HumberPR. Michael was quick to add that registration is free this year thanks to the generosity of Microsoft.

According to Wikipedia, Pallett Valo LLP is the largest law firm in Peel region with eighty employees, and twenty eight lawyers. They’ve had more than one notable case, however only one appears on the company’s Wikipedia file.

Smojoe on Collecting PEZ Dispensers

I’m attracted to the bizarre world of PEZ collectors. Did you know they host weekend conventions to shop and share the secrets of their subculture? I’ve seen it. At the event they speak on everything from history lessons to hosting trading posts for avid collectors. Their weekend events are brief glimpses into entire lives spent strategically collecting these candy dispensers.

Some dispensers are worth more then others, and many common units today are going to become much rarer than others in the future. Two very collectible units today are Pink Panther PEZ and Shrek Donkey PEZ - these two models have been earmarked by Steve Reynolds as hot collectibles for the future.

Pink Panther PEZ Dispenser is Special

Thanks Steve Reynold for giving up a matter of time to show me around your store. I wrote about my own encounter with a Pink Panther PEZ Dispenser on Robsome, and that rendition grew larger and then transformed itself  into an article on Dumpdiggers.

My unmitigated passion propelled me closer to Collecting PEZ Dispensers in the Dumpdiggers Library, next I started a thread on the discussion forum inviting folks to upload pictures of their own PEZ collections.

Thank you Jane Reeves wherever you are…  It’s an honour to know Jane.  Not only did she write a very flattering feature article about  Smojoe at IABC PIC presents on May 12th for the IABC website, but she also truncated the bytes and put more pictures and links on her own blog.  She fragmented her message and put another relevant segment of the story about Smojoe on the Jane Reeves Writes blog. Now add some discussion forum posts and a bookmarking service or two, and she will have assembled a powerful Story Funnel (with this Smojoe blog as the buckstop).

Judy Lewis is another IABC member that Smojoe follows

Smojoe will be attending attending Judy Lewis’s panel on Tuesday June 8th in the morning, at the IABC 2010 World Conference between June 6th and 9th. The event showcases the best of the best business communicators from around the globe right here in our home city.

This is an exciting time in public relations and Toronto is again at the center of change.

At this conference, Judy Lewis co-founder of Strategic Objectives, a leading Canadian pr agency that’s headquartered in Toronto, moderates a panel discussion called:  It’s a Brand New Day, alongside three other big thinkers.

Smojoe will be in the audience watching and listening as panelists pull back the curtain on their vision of tomorrow. “The world has shifted,” Lewis writes in her Strategic Objectives PR blog.  “Over the past 18-24 months PR has fundamentally changed. Simultaneous to the economy bottoming-out, social media and digital PR blossomed. Today, it’s all about reinvention and recognizing the tremendous new opportunities and new channels available to PR pros.”

Barb Sawyers builds a blog to help sell her book

Barb Sawyers Launches her Sticky Communication website and freelance copywriter business centered around her book, Write Like You Talk - Only Better which is DIY manual meant to help those folks who have trouble expressing themselves in print. Digging around one day I found this ezine article in which Barb writes, “People who write like they talk avoid long sentences by inserting a period when they need to take a breath. When they briefly pause, they know it’s time for a comma. They naturally use connecting words to link their thoughts. They ask questions, make declarations and express emotions. They interact with other people, not keyboards, screens and their own thoughts.”

Then the G20 Summit Ruined Barb’s Party Plans

I had to smile at her pain when I received an email yesterday from Barb Sawyers informing her subscribers that the date and location for the Sticky Communication website launch party would have to be changed due to overwhelming security for the upcoming G20 summit; of course the mile wide event perimeter would make parking impossible and commuting difficult.

Stay tuned for another date and time.

Portable Luxury photo contest designed to help promote a portable toilet rentals business in Ontario launches on Lenzr.

WIN a trip for 2 to Las Vegas. Got any pictures of portable luxury?

Portable luxuries are those handy conveniences you can take with you on the run. The Portable Luxury photo contest on Lenzr is looking for stories and images that really showcase the kinds of things you could stuff in your pocket or purse to feel more at home wherever you are in the world, outside your comfort zone.

We expect to see lots of small hand-held conveniences and things like expensive watches and diamond rings will no doubt be popular entries, but also technological gadgets.

Sponsored by a portable toilet rentals company that services Toronto and most of southern Ontario, the  prize is airfare and hotel accommodation for two people for three days and two nights in Las Vegas!

Must be Canadian, and over 18 to enter and win this contest, on July 1st 2010.

That one single innovation has completely changed the landscape. Now the pageant pretty much advertises itself, teaches valuable skills, and lets the public share the excitment in real time. The model also shares links from contestant blogs with sponsors.

Yes indeed, things have changed backstage at the beauty pageant, there’s a new category now; to win this pageant girls not only have to be seven shades of beautiful, but also, the successful finalist will have to be an exceptional blogger as measured in style, technical skill and original prose.

So far the 2010 MTCW Blog Army (that link is to the index page) has recruited over 52 contestant blogs from all across Canada, and the writing is fantastic. Each finalist has plugged in live Twitter feeds and Flickr feeds into a specially prepared custom 2010 Miss Teen Canada- World template made by Sugar Inc.

Starting in June, the bloggers will be issued three unique writing challenges and their responses to these assignments will be graded (by myself and possibly Casie Stewart if I can talk her into helping me) for 10% of each girl’s final score.

With less than two months before the big event, most of these ambitious teens have already filled their OnSugar domains full of original pictures, videos, and links to sponsors and charity websites. This is user driven social media and its a great community building case study. I’ve said it before on here, and I’ll say it again, because of these blogs, the Miss teen Canada - World pageant is a social capital bank.

Right now fifty girls are blogging about their lives, their platforms and of course their preparations for the July event in brand new domains that they have each just registered in their names.onsugar dot com. So you see they are each making deposits in their own richmedia information bank accounts. When the pageant ends they will all no doubt stop blogging, only to discover months or years later that their blogs are the first things to index on Google when they search their names.  That’s how social capital works and eventually they’ll all use it to get jobs and advance their careers. They make deposits today, and their work pays dividends in the future, especially if they actually have something to say.

Last year the MTCW pageant raised over thirty thousand dollars for Free The Children and Siera Bearchell flew to Africa to personally deliver the funds and help build a school in Kenya. This year the organization hopes to raise fifty thousand dollars, and the Blog Army will certainly help that quest.

The social relevance producer sits above the community managers and below the VP of Marketing. She works directly with SEO specialists, and storytellers including the mainstream media.

This is a new vocation. The online social relevance producer is the company storyteller that sets policy and executes keyword strategy. He or she composes stories as ‘hot scripts’ which are txt docs that are in html or pre-fabricated bits of BB code that contain pictures, and links as well crafted incentives. They’re cut and pasted from the backend of the relevance producer’s own favourite blogs and discussion forums. Community managers spread messages as they adapt the hotscript to fit their own blogs and forums.

Following the idea of Story Funnels to Buckstops, and the advantages of fragmenting your media and telling stories on multiple platforms, comes the idea of training a media composer who can engineer an ‘orchestra of participation’.  Like Soviet Constructivist film making at the dawn of cinema, now we seek artists that can montage media across multiple platforms and tell a branded content story as info kibble; surfers digest bits and bytes as they assemble the story in their own heads.

Right now everyone is talking about hiring community managers because business owners don’t want to waste their time blogging and tweeting and posting on Facebook, but yet they want their business to live there. That’s because lots of evidence exists to support the argument that this activity is beneficial for the bottom line. So the proposed solution is to hire interns that become community managers, and spread corporate messages across their networks… but it seldom works out so well.

Community managers cannot be expected to create all the messages, target the perfect keywords and develop compelling stories all on their own. There needs to be a relevance producer that can build modular stories with dissectable messages - this person plants the rich media that the community managers draw out into compelling story funnels.

Build a team of community managers that each are skilled social media marketers.
Back in 2005 at LifeCapture Interactive we had five different experts including an eBay wizard, a MySpace banner master, a Facebook addict, and myself a blogger. We occasionally hired a teenager that was a discussion forum maven who had a dozen profiles on several Film and TV forums, which were the bulk of our clients. Looking back I marvel at how advanced we were, but lament that we needed a relevance producer to write copy and set out resources for everyone’s benefit - we needed common keyword strategy too, and that social media innovation has only now been incorporated into the media mix.

The relevance director starts with keyword strategy and then defines the buckstop (the purpose, call to action) and writes content that will be spread through a network of community managers across multiple social media platforms. If you have a dog food company, and have targeted ‘natural dog food’ in the boardroom, the relevance producer will create good copy that can be tweaked into many different niches by the community managers. The messages will always be different, but share common ideas, photos, links in text under that primary keyword target ‘natural dog food’. At the end of a campaign period (for good SMM campaigns never end) the array of incoming links from all communities, combined with all the warm and fuzzy stuff that is good information rich social media, will produce real results for the dog food company’s bottom line.

Smojoe is an online social relevance producer

Smojoe with the help of a few different Web Development Toronto companies including Innate Media Group works on page and off page to secure social relevance, which is at the heart of keyword acquisition in search engine result pages.

I love this picture of me and some girl I’m not even sure who she is no kidding I lifted this from a Deb Lewis Facebook photo album wherein I received notice I was tagged. Wow. Thanks. This is actually not what I look like, which is why I like it so much.

May 6th 2010 was a mild evening outside, and a steamy hot night inside the cavernous spaces of the Ontario Science Centre at Eglinton and Don Mills. The event timeline started soft with quiet music, brighter lights and there was a commercial facet to the experience as several companies dispensed free fantasy genre products. Innovative ideas like a plant bi-product that removes certain tastes from your pallet for hours, and lots of other magic foods, cosmetics and even magic electronic products. There was one hooded fellow working the foyer and casting spells using an LG flip phone. Free cocktails came as potions garnished with plastic stir sticks which safely encapsulated a dry ice cube at the base so the beverage bubbled and hissed.

Smojoe loves big parties like this with synthetic fog machines and DJs and free hordouvers and lots of pretty girls in smart dresses. Some blog friends were there including Lisa Charleyboy and Kelly Gadzala and Mat White of White Capital Investments an exempt market dealer and an old friend from the film business. None of those people are in this picture though.

Deb Lewis was there too of course; she’s always surrounded by a wide entourage of friends and admirers. i heard from one of the organizers that she sold more tickets that anyone else - or was it the second most tickets? She got to go to the dinner freem and she got a signed Maple Leaf Hockey jersey. 2010 Innovators Ball photos on Deb Lewis blog shows some pictures from the dinner.

For most of the evening the music was truly terrible, and impossibly pretentious. Then around midnight it became danceable, and I became disco disruptive.

Smojoe speaks at the IABC, Weds May 12th

It was Story Funnels To Buckstops all over again inside the Oakham House, Ryerson University campus at 55 Gould Street in downtown Toronto. Thanks to everyone that attended the event - the crackers and cheese were divine.

After snacking Smojoe started speaking. For an hour and twenty minutes Rob Campbell showed forty people how he plants content on the internet from the top down. Together we discussed best practices on articles, blogs and discussion fourms and how Smojoe uses bookmarking services, Facebook and Twitter to garnish branded content.

The candid conceptualizions came to life as Will Webb the web developer Toronto ran the laptop / digital projector to show off brand content on ezines and community blogs and discussion forums that carry different parts and pieces of the best and most successful Smojoe story funnels.

To summarize that Weds night I delivered arousing 90 minute speech covering future webinar topics like,  1) Bloggers are farmers, 2) The pedigree of your pictures 3) Fragmenting your media -the elements of multi platform brand storytelling and 4) How to make Keyword Sandwiches for Robots. All this is part of the Smojoe Story Funnels to Buckstops methodology.

Weds May 12th was perhaps my best presentation to date. But at the end of the show I tried to remember the top three ways to make money with your blog, and completely forget the third option - newsletters, and the advantages of using social media to build and leverage a big mailing list.

At the end of the evening I took questions for 30 minutes and then drew a card for the door prize. The gift was won by Gary Schlee. It was books, I myself received an expensive pen, which is a fitting gift for a storyteller.

Photo credit by Alan the photog Mckenzie. Thanks Alan, here’s another link from Smojoe to his professional wedding portraits website.