All posts by Adam Lundquist

A Weasel’s Guide to Passing the AdWords Exam

By | education | 8 Comments

I recently passed Google’s Search Advertising Advanced Exam and I feel pretty good about it. I am happy with the test process Google put forward – despite my anger with the company for dealing Google Reader a death blow (similar to what UNLV will put on the East this March Madness – Grandmama’s spirit remains!). As someone passes Google’s tests regularly people often ask for me for some helpful hints. However, I think hints are less helpful than learning how to weasel. I present: 3 weaselly tips to pass the Google AdWords Exam.

Weaselly Tip 1 – Google Wants You To Pass the Test

Use the mindset that Google wants as many certified experts as possible. Google makes most of their money from PPC advertisements, and it is in their interest to have as many certified experts evangelizing their products as possible. If a person spends all their time studying Google’s system and becomes a certified expert, it is unlikely that they will then jump into Microsoft’s poorly designed AdCenter (Microsoft’s zombie version of AdWords). With this in mind think of how Google wants to be perceived, and generally pick  the answer that reflects Google in the best light. This is like that jerk witch in Snow White who asked “Mirror Mirror on the wall, who is the fairest of them all?” she only got the answers she wanted because she asked the question. Google wants to be the fairest of all. A few ways that Google wants to be perceived include:

  • The system is fair for everyone. It doesn’t matter if you are a big or a small advertiser. Google wants to be known for caring about relevancy.
  • There are a variety of settings that Google allows. Know these settings, but also know if Google asks if a setting is possible during the test – it probably is.
  • It is less formal than Ask Jeeves.

Weaselly Tip 2 – Use Practice Tests

You wouldn’t run a PPC campaign without all available information, so why take the test without all available information? There are a variety of practice tests online, and many of them have the actual questions from the test on them! Booyeah! The questions on the practice test that are not actually on the Google  test help you start to think about the type of questions Google asks. Here are two good practice tests:

Weaselly Tip 3 – Use Multiple Computers

When taking the exam Google blocks out your whole screen so you aren’t able to Google search the answers on your same computer. However, if you have another computer, iPhone, iPad, or Tiger Electronics Watch you can search the answers on a separate device. Take some serious notes in an easily searchable interface such as Evernote when you are studying and take the exam using these notes.

Adam Lundquist is the office weasel.

Connect with Adam on Google+.

Get Google AdWords Certified With Me

By | education | No Comments

There are many tests in life ranging from correctly entering the code in Contra (up,up, down, down, left, right, start) to the SAT’s. My test right now is to pass the AdWords test. Here at Digital Operative we set goals per quarter, and my goal this quarter is to get re-certified in Google AdWords. I received my certification about a year and a half ago but – like the yogurt in my fridge – my certification has expired. In preparation for this test I use Evernote to take notes while I read, “Advanced Google AdWords” by Brad Geddes. Though this book is a little dry in that it is like reading a 500-page technical manual, it is also a good reminder of the many aspects of Google AdWords. Geddes goes out of his way to provide interesting ideas in a boring way as how to better use Google AdWords. Along my journey I will be offering my insight from reading the book in my aptly named monthly series: Things I learned by reading ‘Advanced Google AdWords’ in preparation for my AdWords exam recertification.

1. Don’t serve up ads, serve up answers.

Geddes suggests that people do not pay attention to ads, they pay attention to answers. He provides the example of driving along the freeway where a driver sees billboard after billboard and pays attention to none of them. The reason for the driver’s lack of attentiveness is because he sees the billboards as advertisements and his mind is not looking for the information they are offering. However, part of the way into the drive he begins to get hungry and wants to stop and eat, at this point the driver begins to notice the billboards. The billboards have ceased to be advertisements and instead have become valuable information (delicious places to eat). This is how Geddes suggests AdWords ads and landing pages be thought of – they are answers to questions. Geddes states that it cannot be an ad, if it provides valuable information.

2. Align your goals.

Unlike the LA Lakers, advertisers in the AdWords ecosystem work together. Each part of the AdWords ecosystem has a unique goal, but all parts work together to make this one of the most efficient advertising systems ever created. Geddes suggests it is important to think of all parties’ goals when creating the advertising campaign.

a. The User

The user has a question that needs to be answered. The user goes to Google and looks for a specific answer. Whether the answer comes from organic search or a paid ad, the user will be happy if their question is answered. The user supports Google’s goals by searching on Google as well as by clicking on the ad. The user supports the advertiser goals by going to the site and completing a conversion.

b. Google

Google’s goal is to supply the user with a good answer to their question so they will keep coming back. If Google supplies a good answer then the user will return. Google only gets paid when someone clicks on the ad, as such it is important for Google to serve up ads that a user will want to click on. Lastly, Google supports the user’s goals with an answer to their question and supports the advertiser’s goals by sending a potential customer to the site.

c. Advertisers

Advertisers want to deliver ads that answer the user’s question and the advertiser’s goal is to get users to convert on their site. This is the advertiser’s chance to get traffic to the site and hopefully make a conversion. The advertiser will want to serve up an ad that is relevant as well because the advertiser has to pay for every click. There is little point in getting irrelevant traffic to the site. The advertiser supports the user’s goals by giving them the answer that they need and supports Google’s by paying for the click and providing a relevant answer that will make the user happy.

Adam Lundquist plans on getting re-certified….soon…

Connect with Adam on Google+.

Digital Valentine’s Day

By | geekery | No Comments

For years the best way to celebrate Valentine’s day was to be like Ralph Wiggum, and simply give the girl or guy you like a card with a picture of a train on it that says “I choo -choo choose you”.  However, digital advancements have revolutionized the way Valentine’s Day is experienced. No longer must distance, time or money stand between you and your own Veronica Vaughn. Gifts purchased digitally often last longer, are calorie free, and can be purchased at the last minute. This article looks at three ways to enhance your celebration of  Valentine’s Day this year by using digital advances and the pro’s and con’s associated with each.

1. Gift an App

Don’t want to buy flowers – get your love an app! According to idownloadblog Apple has launched a Valentine’s Day Gift Guide, which points you in the right direction for apps to give for Valentine’s Day.  This is not purely a nice gesture on Apple’s part, this promotion is in connection with the app gifting feature which Apple is hawking right now. There is an app for almost any interest so as long as your partner has an Apple product there will be something for them.

Advantages:

  • Instant delivery
  • Unlike chocolate there is no calories and hence no guilt
  • It was last forever. You don’t have to worry about the App dying like your flowers will

Drawbacks:

  • You will look cheap
  • She will certainly not be bragging to her friends

2. Videograms

Boring old cards are like the buckles on Pilgrim’s hats, you understand that at some point they had a purpose; but in this day and age, why not just buy a baseball hat with snaps. The baseball hat with snaps of the card world is a Valentine Videogram! Mediabistro reported on this new phenomenon and noted that Image Metrics has put out a product that “lets you create Valentine’s Day – themed animations”.  Electronically send your partner an interactive card and avoid the awkward act of physically handing them something.

Advantages:

  • Instantly create and send the card in case you forgot it was Valentine’s Day
  • You get to be creative with how you say “Happy Valentine’s Day” and use media to get your point across
  • It is interactive
  • Doesn’t kill any trees

Drawbacks:

  • Generally digital cards are annoying
  • You don’t get to see the reaction of your partner

3. Order Online

Online is a major disruptive force to traditional in-store Valentine’s Day shopping. According to Monetate, online was the only retail channel to show consistent growth in the past three Valentine’s Days. Any gift under the sun can be ordered online: from traditional Valentine’s Day gifts like flowers or chocolates to non traditional Valentine’s Day gifts like a life jacket or a Nintendo Power Glove.

Advantages:

  • You don’t have to leave the house
  • No parking tickets
  • If it doesn’t fit, its not your fault because you never saw it in the store
  • It is awesome to find an unexpected package for you

Drawbacks:

  • The gift might not get there in time
  • You often have to pay shipping
  • Your partner might not check the mail or be home for the delivery person

Share the Digital Love today!

Adam Lundquist likes Valentine’s day less than St. Patricks Day but more than Flag Day

Connect with Adam on Google+.

Oreo’s Superbowl Blackout Victory

By | viral marketing | No Comments

This last Sunday, Oreo became more than just a cookie company – they became pioneers in digital marketing.  During the Super Bowl, when the power went out in the Superdome, Oreo jumped on the chance to be a part of the nation’s conversation, and created the first important real time Super Bowl ad.  Realizing the potential of this national event, Oreo quickly gathered their marketing team, created an ad, posted it on twitter and watched as the ad was shared like grilled cheese sandwich at a Phish show. You don’t need to hop in a phone booth with Bill and Ted to see this is the future of marketing. When people begin to discuss transitional moments  from traditional to new media in marketing, this will be an example that is used.  There are three reasons why Oreo’s new media ad changed the face of marketing:

  1. Oreo’s ad was timely – Traditional media ads suffer from the fact that the ads must be produced, airtime has to be purchased ahead of time, and the ads can’t be responsive to real life events. Traditional media ads can be close to known events, for example many of the ads during the Super Bowl were about the Super Bowl (including the great Samsung ad). However, when an unplanned event happens there is no way a TV ad could be whipped up in time.  However, new media outlets allowed Oreo’s own Navy Seal team of marketers to respond to this real time event.  New media bypasses the most restrictive aspect of traditional media – buying airtime ahead of time. In new media a company can post whenever they like rather than having their ad occur at set times.
  2. Oreo was part of the conversation – Ads traditionally try to create their own conversation rather than participate in organic conversations. I have never had an organic conversation where I sat around wondering how Men’s Warehouse founder George Zimmerman, thought I would look in a suit. New media allowed Oreo to join the organic conversation about the power outage. Viewers of the Super Bowl were already discussing the power outage and that meant that there was a built in audience who were already interested in what Oreo was saying.
  3. Oreo produced an ad that went viral – Oreo received 15,000 retweets on this ad alone. Each retweet is an endorsement for the ad, as well as the product. The scale of this type of viral word-of-mouth advertising is almost impossible to achieve, without new media advertising. Ads posted to new media are easy to share by design. These networks are made to be social and Oreo was able to take advantage of that.

Adam Lundquist is more of a pizza guy than a cookie guy.

Connect with Adam on Google+.

Learn How to Blog

By | blogging | 2 Comments

I am not a great teacher like Muzzy (No, those kids aren’t French), but in the past couple of months I have learned enough about blogging to teach some lessons. I received this new found knowledge because we set goals here at Digital Operative, and mine was to post one blog a week. My hope was to rekindle my love of writing and pick up enough skills to be the writer that I knew I could be. There have been some major challenges, and some pleasant surprises in the experience.  However, I think most of what I learned can be distilled into one sentence: just do it. When I spent too much time thinking about what the topic would be, who would not like my topics and which jokes were and were not funny; I freaked myself out and didn’t publish it.  In the world of content marketing –  not publishing is the complete wrong thing to do. When I started writing and getting into the groove of blogging it got easier with every post. In addition to the main lesson I learned (just do it), here are three more lessons that I am happy to share about how to blog like a pro.

1. Make the Blog Relatable

In my blog post, “Your SEO Plan is Kim Kardashian (Low Quality and all Over the Place) I began experimenting with mixing digital marketing tips with popular culture. This was a far step from earlier posts where I was basically just giving a how-to’s that were boring and no one cared about.  Choosing a relatable topic gives non-technical people insight into the technical world and makes dry topics more palatable.

2. Never Be Boring

To become a better blog writer, I performed research and read many (MANY) different blogs. Some writers were interesting, informative, and opinionated like a good Adam Corrolla podcast. While others lacked any passion at all for the topic. What I did notice is that good or bad, if the author took a view and wrote with passion I would finish the article. Passion creates interest and it shows in the way the blog reads.

3. Have a Great Team

There is no way I could do this without the help of my team.  Sometimes it felt like I was writing in a vacuum, so having a team helped to check myself. I have a great editor who tells me when I make no sense, when no one will get my references (I stand by MC Skat Kat!), and when my spelling is atrocious.  Additionally, I have fantastic support from upper management, who do not restrict me on topics I choose to write about while pursuing this interest.

Overall, if you want to learn more about blogging – just do it! Some posts will be great and some won’t, but with each post you will know more about what it takes to makes a good blog post … and knowing is half the battle.

Adam Lundquist graduated from Blog University.

Connect with Adam on Google+.

How Do I Get People to Come to My Site?

By | digital marketing | 2 Comments

Tony the Tiger says your site looks “Grrreeeat!” it’s up on the interwebs, but the people on the internet are like Honey Badger – they don’t care. After all of the work and effort in branding, content, design and development there are few things as frustrating as low/no traffic to a site.  Where are all the people? Where is this stampede of traffic you were promised by the internet? Sadly, the internet no longer works on the premise that just because a site is live, people will visit it.  To solve this low traffic/no traffic problem we use the skills, tactics and strategies from digital marketing (woot woot digital marketing!) Using the internet to your unfair advantage takes practice and know-how, but there are some general practices to get people to come to your site. I am here to help. So without further ado:

Here are three ways to get people to come to your site!

1. Create content

If you don’t have a blog on your site then hop in a Delorean, go 88 mph, and start one yesterday – it is that important.  Here is why: Google is like a good baker, they are interested in freshness.  New blog posts rank higher, as Google sees them as more timely and relevant to the end user than static pages. Additionally, a good blog is interesting and thought provoking; these two traits make people want to read more. Additionally a good blog post with a great headline has good click through rates, which means more traffic on your site. If you want to get people to come to your site you must constantly create high quality content.

Some additional benefits of a blog:

  1. It gives your brand a personality.
  2. Articles can rank for terms that your overall site would normally be unable to rank for.

2. Use social media

Social media is a great way to get people to come to your site. The key strategy to social media is to build your audience through interaction. If your social media is just a one-way push and there is no give and take, users will not see the value. Do not just push your own content without considering what others have posted. As  users interact with your brand and your links (which you can use to send them back to the blog), they will be more likely to visit your main site and become customers. In addition to sending traffic to your site, added benefits of social media include:

  1. Research – You are able to hear what customers are saying about your product. Use this both to satisfy unhappy customers, as well as learn what it is that your customers like or dislike about your company.
  2. Cultivate evangelists – Social media is a place where word of mouth marketing flourishes. By cultivating brand evangelists you will have the most effective form of advertising available – real people talking to people they know and trust about your product.

3. Utilize PPC

PPC (pay per click) can be a little overwhelming (fortunately Digital Operative offers fantastic PPC services!). PPC is one of the best ways to get people to visit your site. When using PPC your ad is able to jump over more powerful sites like Fonz jumping the shark to send that traffic to your site. By utilizing PPC you have the ability to rank for any term that you chose and pick which page you will send the user to. You can expect a good chunk of traffic if PPC is done correctly, but as the name implies you will have to pay for it.

Adam Lundquist wants to send people to your site.

Connect with Adam on Google+.

How Facebook Went Rogue and Crushed the Internet

By | social media | No Comments

Rogue has the best superpower out of all of the X-Men – she is able to absorb the powers of anyone she touches. This ability makes her almost unstoppable. She could steal Spiderman’s climbing ability, Wolverine’s ability to heal, Superman’s ability to fly, or Green Lantern’s ability to have Van Wilder play him in a movie. Facebook is a want-to-be version of Rogue. Not satisfied with being just a social network, Facebook has decided that they will steal everyone else’s superpower. Facebook announced on January 15th that they are creating a graph search in partnership with Bing. This means they are taking the powers from social networks and the power from search and becoming a supernetwork. By utilizing social with search, Facebook will be stealing the powers from a variety of other sites and networks to weasel them together for use in Facebook. In this article we will look at the three networks that Facebook is looking to crush with their new graph search feature.

1. Google

Facebook and Google have a Paula Abdul/MC Skat-Kat type relationship where the opposites are attracting. Google wants to be a social network and is trying so hard with Google+, while Facebook wants to be THE search engine. These two companies have had bad blood for quite some time and Facebook’s alliance with Bill Gates and Bing is a direct slap in the face for Google. Facebook would like nothing more than to crush Google’s search stranglehold, but the question is: How will social search fare vs. the king of all search? To answer this question let’s look at the tale of the tape.  According to Marketshare Google owns 83.85% of the share of world searches and wrestling that away will be a task even Facebook cannot fully take away.  However, I think that Facebook can chip away and create a division in search intent – people will come to Google for questions that have a correct or not correct answers like “What is the capital of Massachusetts?” (Boston) or “What year was Shawn Kemp drafted?” (1989). However, facebook will be better able to answer more opinion based questions like “What is a great pizza place in San Diego?” (Luigi’s) or “Is Ted worth seeing?” (yes). What is important is going to be the user behavior – currently, I would never search on Facebook. I think they have the worst search interface since Lycos. However, as I and others begin to understand and use Facebook’s search capabilities it is likely that we will turn to it more for search.

2. Yelp

Yelp stands to lose a lot of money and visitors with Facebook’s Graph Search. According to NBC Yelp receives 50 million monthly visitors who turn to the site looking for advice on restaurants. However, as more people begin to use Facebook Graph Search for their searches Yelp will lose big. Users are already on Facebook and they are not going to want to leave the network to find a restaurant review. Additionally, user behavior changes for the people eating at the restaurants. As users understand how their posts influence search they leave more detailed and useful reviews of restaurants for their friends to receive.

3. Rotten Tomatoes

This fight with Facebook makes me sad because I think Rotten Tomatoes has great reviews. However, when it comes to a stranger’s review (Rotten Tomatoes) versus my friends’ (on Facebook), I am certainly going with my friends – on the premise that my friends have the same taste in movies as I do. Additionally, there will be reviews of theaters and everything in them from concession stands to bathrooms. For Facebook, stealing the power from Rotten Tomatoes could potentially be a great source for revenue as Facebook can integrate ads for the movies within the searches. I see Rotten Tomatoes taking a hit it won’t recover from.

Adam Lundquist has been wanting to work in an MC Skat-Kat reference for quite some time.

Connect with Adam on Google+.

007 Reasons James Bond Won’t Need a License to Kill Your Social Media Plan

By | social media, Uncategorized | One Comment

James Bond doesn’t use social media, but know that if he had a social media presence it would be amazing (@jamesbond: A small, mute man calling himself “Odd Job” just tried to take my head off with his hat #wtf). Mr. Bond’s social media presence would be filled with pictures of exotic travels, disposed henchmen, and reviews of the latest gadgets – his social media presence would be almost as active as his love life.

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3 Tips for your Content Marketing from the Kool-Aid Man

By | digital marketing | 3 Comments

Kool Aid Man teaches content marketing

I hate the drink Kool-Aid, but I have no doubt that if I met the Kool-Aid man I would drink an entire garbage can full of it (and probably get diabetes).  His bold entrances, enthusiasm for his product, and brevity of his message make him the King of All Content Marketing.  There is a 0% chance of meeting this happy jug of sugar water and not drinking Kool-Aid. The persuasive pull he has on people whenever he explodes into a room, is exactly the effect great content should have on readers. In this article I show 3 ways to emulate the Kool-Aid man’s marketing genius to create great content that your audience will want to drink up.  Oh yeah!

1. The Kool-Aid Man knows how to make an entrance

Content Market like the Kool Aid Man Bursting Through a Wall

The Kool-Aid man is not going to slowly open the door, sidle up and say, “Hey, if it’s fine with you, I would like to share the variety of benefits you can receive from drinking Kool-Aid”. No! He is going to literally explode through the wall, bricks flying around – like one of Tyra Bank’s shoes – and scream “Ohhh Yeaahh!”.  His entrance creates a scenario where all eyes are on him and people listen to whatever he has to say. Like the Kool-Aid man, great content has grand entrances and bursts through the wall of information overload that audiences deal with. Every. Single. Boring. Day. You need to find the main bullet point, the best joke, or the craziest fact and make it the first sentence. Even the most dedicated reader is not going to stick with a piece of content in the continued hope that the article will improve. The phone is ringing, the kids are crying, The Walking Dead is on (and making people cry), and the rest of the Internet is just a click away – people are busy, and unless you grab them they will leave you quicker than Michael Lohan at a good parent conference. Give the audience a grand entrance and they reward you with reading the article beyond the first sentence.

2. The Kool-Aid Man Keeps it Short

Kool Aid Man Falls Over

The Kool-Aid man comes in and only needs to holler “Oh yeah!” for every single person in the room to understand his message. Great content is constructed in a similar manner. Most newbies to content marketing spend days trying to cover every single angle of a subject to appear smart and their content ends up the size of a phone book (for those born after 1990, a phone book is how we used to look up phone numbers. The premise of the joke is they were large). The actual content is great, but the length prevents readers from engaging with it. Think of the last time you clicked on an article and saw that it was huge. Did you read the whole article? Did you even begin reading it? Probably not. You are busy and don’t want to put a time investment into reading lengthy articles. Your readers have the same mindset.

As one of my favorite comedians –  Jim Gaffigan says,  “You ever read an article, and at the bottom it says, “Continued on page six? I’m like ‘Not for me. I’m done’”.

Good sharable content is short. If the idea takes a lot of expounding, then turn it into a multi-part article series.

3. The Kool-Aid Man is Enthusiastic About His Product

The Kool Aid Man is Enthusiastic About His Product

There is no doubt that the Kool-Aid man is enthusiastic about his product and that his enthusiasm is contagious. When this big jug of happiness explodes through the wall everyone around him feels high levels of excitement.  This level of genuine enthusiasm is vital to the creation of great content, and equally vital for content to go viral. Dig deep and find what it is about the content or product that is exciting. If you can’t find what is exciting, don’t write it. Go for a walk to mull it over, and find the right angle (and there is always one). Content producers wonder why their content is not shared  – because it is boring! If you are not genuinely excited about the content, how can you possibly expect your audience to share it? Find that enthusiasm and write with it. Your audience will connect with your enthusiasm and want to share it.

Adam Lundquist is DO’s content/SEM/SEO/PPC/Bing wizard. His mustache makes him look like Alex Trebek.

Connect with Adam on Google+.

A Movember to Remember

By | agency life | One Comment

This blog begins with two facts:

  • Fact: Mustaches have raised over $300 million dollars for prostate cancer research.
  • Fact: Having a mustache gives you the strength of a Kodiak Grizzly bear.

With these two facts in mind, Digital Operative embarks on Movember. Movember is a time for men to be men – men with mustaches, men with mustaches working on computers. DO participates in Movember to raise awareness for prostate cancer & revenue for research on this disease. The premise of Movember is:

– First, a participant acquires sponsors for their mustache for the month (all money raised goes to research). To sponsor a DO ‘stache, please click here.

– Next, the participant shaves on November first.

-Finally the participant keeps the mustache growing all month, no matter the obstacle. No matter how many times random strangers remark that you look like the criminal profiled in “America’s Most Wanted”, the mustache stays on.

As part of the awareness effort, I took the time to sit down with JJ Owen, the head of the Grassroots Engagement in the US for the Movember organization, to interview him about the Movember phenomenon. The following is the edited interview between me (A) and JJ (J):

A: Who has a better mustache: Tom Selleck or Wilford Brimley?

J: Oh man, I am actually a big fan of Wilford’s. I think it goes back to his days as the Quaker Oatmeal guy. I think that is why he is going to edge out Tom Selleck. Plus, Tom Selleck is the fan favorite and I like the underdog.

A: How did Movember start?

J: Movember started in 2003 as a joke amongst friends in Australia. In a little suburb of Melbourne, a couple of guys were sitting around chatting and having a beer. They began talking about 80’s fashion and how somehow, even with the cyclical nature of fashion, the mustache had never come back in vogue. They decided to give growing mustaches a shot and have a little fun with it. They called it Movember because “Mo” is slang for mustache in Australia. They got about 30 of their friends to rock the mustache for that first year in 2003. At this point, the mustaches were just for fun. There were no causes associated with it, just a couple of guys wanting to grow mustaches.

This laid the groundwork for Movember as we know. Movember starts with a clean shave on November 1st and participants must grow just a mustache for 30 days – no beards, no goatees. In 2004, this group of friends was  looking back on that first year and thought:  Our mustaches created a lot of hassle by a of  important people in our lives – our bosses would not  lay off us for having these mustaches and their wives were guilting them like crazy. The group of friends thought if we are going to get hassled for this – why not make it an awareness campaign? They took a look at what was happening in the women’s health space and saw that there was no equivalent in the men’s space.  They were thinking something as manly as Movember should partner with the men’s health movement. They decided to partner with the prostate cancer research and raise awareness. Prostate cancer is basically breast cancer equivalent for men. 1 in 6 men will be diagnosed in their lifetime. With this statistic in mind, 2004 was the first year that Movember evolved into a men’s health organization and a cancer research organization. There were about 250 people that first year and we raised about $40,000. Movember has been growing ever since.

A: How much has been raised since Movember’s inception?

J: Since its inception, Movember has raised over $300 million dollars and had over 1.9 million participants. In last year’s campaign alone, we had over 855,000 participants globally raise $126 million dollars.

A: Why do you think so many newscasters have mustaches?

J: I think maybe the Anchorman phenomenon kicked some things off. The mustache went out of style right around the 80’s with a lot of the newscasters shaving them off. However, they are starting to come back thanks to Movember. We actually have a guy who is an anchor for Bloomberg television – a very straight suited money market analysis guy, his name is Matt Miller and he grew a mustache over the course of a month. His producers were just like “You have got to be kidding me; you can’t go on air like that”. However, Matt stuck to his guns and he actually profiled top business and corporate mustaches over the course of the month. That was really cool.

A: How has the digital space played into the whole Movember movement?

J: It has been huge. I think at the heart of Movember we are incredibly grassroots. To really scale globally, especially as far as getting people to participate, we have really had to rely on our website and social media to disperse our message. We have 15 people that work in the US to reach the 300 million people who live in the country. That is 300 upper lips that could possibly be occupied by a mustache. Getting that word out really depends on word of mouth, social media and getting people to go to our website.  I don’t think Movember would be nearly as successful in changing the face of men’s health without the digital space being involved.

A: How does one get involved in Movember?

J: Involvement is pretty simple. Register at movember.com. Start a team or join a team if you like. It is always more fun to rock a mustache with a group of your buddies. Start clean shaven on November 1st and grow just a mustache for 30 days. Share the link to your Mospace. Mospace is your fundraising and communications platform that you get once you sign up on the website. Post the link to Facebook and send out an email with your own Mospace URL – that is how people typically fundraise. Just spread general awareness and spread the conversation. Be sure to talk about men’s health, give another Mo Bro a high five.

Adam Lundquist is DO’s content/SEM/SEO/PPC/Bing expert at large. He was also a ladybug for Halloween.

Connect with Adam on Google+.

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