Darryl Lai

After classes, work and meetings today I attended a lecture tonight by James Curleigh, the CEO of Keen. They make funky shoes defined by their comfort, unique look and what they call the “Hybrid Life“. Curleigh spoke on many key points in business but perhaps most important was the very lifestyle he personifies within himself and within Keen.

He talked about never settling for the middle ground, about balance in life and business and about how sometimes going against common marketing practice is the right decision. He talked about starting with a single shoe and growing it into a brand culture, expanding the line to hundreds of models. It’s lectures like these that remind us all about how running business is such an amazing feat yet when explained in a short hour makes it seem like it happened yesterday.

As Curleigh left the stage tonight, clad in jeans and a t-shirt, I think that we all  realized that success never comes to those who settle for mediocrity and that balancing execution and innovation are necessary in achieving success in life and business.

Thank you for the lecture Mr. Curleigh, and Dean Kleinsorge for the opportunity.

I’ve seen just about every type of business jumping onto the social media bandwagon; mattress wholesalers, cupcakeries and car dealers. But just being on social media will be a waste of time if it isn’t done correctly. Here is one of the ways your business can succeed on the social web.

Credit to mag3737 on Flickr

1: Be visible on the web

Let’s get one thing straight: being on the Internet should be treated just like having your own brick and mortar. More and more, consumers are looking for your website to get a better idea of who you are (or when your hours are), so make your first impression count! Make your spot on the web easy to find, easy to navigate, and pleasing to the eye but most of all consistent to your business goals. This applies for any social networks you are on as well, make your information and goals easily found and not hidden beneath a lengthy description and inconsistent messages to the consumers.

Another area to touch on is what is known as SEO, or search engine optimization. You want your business to show up at the top of as many search engines as possible. As long as you choose a name that is unique enough for the web and utilize metatags for the content of your website, your page should float to the top (theoretically). It should also be known that social networks will be searched by search engines, for example Google searches Facebook and Twitter. Each search engine is different and mastering each search engine’s characteristics is an artform. This  is why some pay big cash for SEO. There are also free SEO packages for various content management systems, so be sure to take advantage of that (I use Headspace for WordPress). This being said, the goal of SEO should not be to attract traffic, it should be to be visible to those that are looking for what you offer.

Being visible on the web shouldn’t be overlooked, it is the first step to exploring what the social web can and will do for you.

One down, 4 to go.