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October 24, 2007

Women of Internet Marketing Wednesdays Part 24

By Li Evans

Womenofinternetmarketing We're up to edition 24 in the weekly series of highlighting the extraordinary women in the online marketing industry.  Thanks for coming back each week, you're interest in learning about all these different women from all reaches of our industry, actually helps to keep the articles coming!

This week, I've got the pleasure of interviewing two really interesting women.  Both women were at SES in San Jose this past August and one is a speaker at the conference, the other works in a greatest tourist destination in the world.  Both of these women have some great experiences and unique perspectives on our industry, so this week let me introduce you to Cindy Krum of Blue Moon Works and Scarlet Lento of LasVegas.com

Cindy Krum
Cindy_krumI first got to meet Cindy in San Jose at the women's luncheon at SES back in August this year.  I got the pleasure of also seeing her again and listen to her presentation last week at SMX Social in New York City.  Cindy had an awesome presentation on using MySpace with her clients.

Cindy works for  Denver based Blue Moon Works and has been in the industry for about 5 years.  Cindy is the company's new media SEO which includes working with social media.  So now lets learn a little bit more about Cindy. 

Q:  What brought you into the Search Marketing Industry?
A:  My background is in marketing and graphic design. I was doing web design, and people kept asking how they could get their new website to rank in search engines. I also eventually realized that ‘everyone thinks they are a graphic designer,’ so I had to bring more to the table.

Q:  Why do you like/love this industry?
A:  I love that it is constantly changing. I think there is an antagonistic symbiosis between SEOs and Search Engines; each thrives on the work of the other to improve their offerings. 

Q:  What do you love most about your job?
A:  I love my team and bosses; they are some of the best people I have ever met. Talented, Intuitive and Fun, I am so lucky to have met everyone of them. I have absolute confidence in my team. Can I do a shout-out here?  Shout outs to my team: Allison Nuanes, John Knox and Dennis Miller and also the owners: Cindy Brown and Jack Nuanes! Wooohooo!!!

Q:  Most successful industry accomplishment?
A:  Definitely being invited to speak on a panel at SMX Advanced with Rand, Todd and Neil. Getting published in print for the first time was a big deal. And I was invited to present at the Mobile Search and Advertising Forum 2008 in London this year, so that is exciting too.

Q:  What's it like working at Blue Moon Works?
Bluemoonworks_logo A:  Crazy-Fun-Fantastic! I work with a team of 4 SEO’s that all specialize in different aspects of SEO. Everyone here is super smart, and driven to do their absolute best at everything. We are all about the same age, all dog lovers, and outdoorsy, so we end up hanging out outside of work too. Everyone one my team snowboards, so we are planning a teambuilding snowboarding trip this Winter.

Q:  Now that we know what you love, what do you find to be the most challenging aspect of your day to day work?
A:  Setting Boundaries! There is so much that I want to do, and be a part of and I have a hard tine fitting it all in. I am very passionate about client work, and some times I am a bit of a perfectionist, so I will do way more than what is required.

Q:  What advice would you give to a woman starting out in this industry?
A:  Don’t just follow the crowd, and don’t be afraid to say something that has never been said. This community really respects original thought. I think it is a bit easier to be memorable as a woman in this industry because we are still out numbered by the men.

Q:  Who's your favorite blogger to read?
A:  I loved reading what Todd was writing when he was posting a lot, but he is posting less frequently now. I always love anything from SEOmoz. My team and I get together and watch WhiteBoard Friday every week.

Q:  Should all companies invest in producing MySpace and/or Facebook profiles?
A:  Definitely Not! Companies that have limited bandwidth for SEO should focus on traditional SEO techniques first, unless they are hyper-targeted at the MySpace/Facebook demographic, and really believe they can utilize the social networks to substitute or support your current website.

Q:  MySpace or Facebook?
A:  I think by SEO law, I am required to say: “Depends….”

Now lets have some fun with Cindy!

Q:  What's the most bizarre think you have had to deal with when marketing your clients on MySpace?
A:  People on MySpace have no shame. It is amazing what people will put on their MySpace, profile pages thinking that bosses, parents and potential employers aren’t looking. There are just some things that should be kept private.

Q:  Rob Kerry (evil green monkey), Neil Patel or Guillaume Bouchard?
A:  Neil Patel- He cracks me up, and his presentations are always lots of fun. I love all age jokes he makes in his presentation. It cracks me up to watch the audience response.

Thank you Cindy! I have to agree some people really do not have any shame on MySpace.  It's really amazing what some of those people put up there as their profile pictures!

Now let's learn a little about a gal who comes from "Sin City".

Scarlet Lento
Scarlet_lento Scarlet found herself in the search marketing industry about 6 years ago.  She likely has one of the coolest jobs on the planet.  I mean really now how many people can say they work in a city (and help to promote it) where there's an Elvis on every corner, a wedding chapel for every 5 couples, and where Wayne Newton could be in your coffee room?  Scarlet certainly can!

Scarlet is the Search Marketing is the Internet Marketing Manager at Vegas.com.  So join me in seeing if we can find out about all those secrets that "Sin City" holds.

Q:  What brought you into the Search Marketing Industry?
A:  In 2001, while working for a D.R. advertiser, I was given an opportunity to simultaneously buy Traditional Media while exploring the untapped potential of Paid Search.  It quickly became apparent that Search was white hot (the PowerPoint translation: A cost-effective channel for high-quality lead generation).   

It was then that I realized that Search Marketing was going to play a vital part of the marketing mix, and in my future as a marketer.

Q:  What's it like working for VEGAS.com?
Lass_vegas_logo A: 
Working for VEGAS.com is as fun and exciting as the market we serve.  A typical day at the office can quickly catapult into the unexpected, especially on a day when one of the many shows we sell on our site comes in for a visit.  How many people can boast that the Phantom of the Opera has wandered through their office halls? Or Carrot Top, Wayne Brady, Wayne Newton and, my personal favorite, the Chippendales (just to name a few)?    But it’s the talented people and inquisitive culture that make VEGAS.com a great place to work. 

Q:  What's the most challenging aspect working for VEGAS.com, other than dispelling the myth that Elvis is still there?
A:  In the city where there’s an Elvis on every corner, competition is stiff (and not just if you’re an Elvis impersonator).   With increased competition comes the challenge of increased click costs.

Q:  What advice would you give to other destination type sites starting out in the industry?
A:  Become acutely aware of all the great riches and attractions the city has to offer.   It’s the content that drives return visits.

Q:  Most successful industry accomplishment?
A:  I measure my success by the success of our Paid Search campaigns.  At the end of the day, there is an absolute sense of accomplishment in knowing that those small pushes for incremental gain helped to drive growth on a larger scale.

Q:  Why do you like/love this industry?
A:  I love that it’s constantly changing so there are always new things to learn and new ways to challenge yourself.  I also happen to think that the people who work in this industry are awesome -- they work hard, they play hard and are truly passionate about what they do. 

Q:  What advice would you give to a woman starting out in this industry?
A:  Checking out SMG is a great start :-) – learn as much as you can from industry websites and blogs.  Network – people are a great wealth of information.  If you can, attend conferences (S.E.S. is a good one) – this is an opportunity to network and learn best practices from top professionals in the industry.

Q:  Who's your favorite blogger to read?
I like to read Sara Holoubek’s MP Daily Fix.  It’s hard to pick just one blogger or blog –depending on my mood; I could go from Search Engine Watch to Gawker faster than a blackjack dealer can flip a card. 

Q:  Click Fraud, real, over hyped, or it's part of everyday marketing?
“Click fraud,” “poor or low quality traffic:” However you prefer to word it; it is a concern for advertisers.  I think Google & Yahoo’s decision to open Traffic Quality Centers is a step in the right direction but what needs to happen is an industry standard for click quality measurement instead of the arbitrary standards that are currently being utilized.

Q:  SEO, PPC or Social Media?
You have to go “all in” in each of these.  SEO & PPC are here to stay but Marketers cannot ignore the fact that Myspace is the 4th largest search engine in the U.S.   

Alright it's now Scarlet's turn for some fun, and you know I've gotta just ask about those commercials!

Q:  OK so tell us, does the slogan "what happens in Vegas stay in Vegas" really happen?
Haha: people hope what happens here, stays here but I think what is done in the dark ALWAYS come to light! 

Q:  You're in charge of recasting Three's company, who do you cast as the following?

  • Jack Tripper: Jason Ritter (he looks so much like his Dad)
  • Janet Wood: Rosie O’Donnel (she is a ratings getter)
  • Chrissy Snow:  Jessica Simpson (one great infomercial star for another)
  • Mr. Roper:  William Shatner (I am not sure if him saying “Stanley Roper” will have the same effect as “Denny Crane”)
  • Mrs. Roper: Phylis Diller (because of the hair)
  • Larry Dallas (he's that neighbor guy): Wilmer Valderrama  (even though I think he is already part of another 70’s show turned movie – Chips)
  • Mr. Furley: No one can replace Don Knotts

Scarlet I couldn't agree more about Shatner, the guy is brilliant as Denny Crane.  Hilarious in those Priceline commercials too, and did you know he even has his own album..... hmmm I might be revealing too much of what I know here.  :)

Many thanks to Cindy (who slipped right in to fill a spot for me in a jiffy, many thanks Cindy!) and to Scarlet for letting us gain a little insight into their work lives and what makes them tick. 

Remember to stop on back here at Search Marketing Gurus next week for edition #25.  Until then, read up on our many other women in this industry by checking out the Women of Internet Marketing section here on Search Marketing Gurus.


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I think the site is Vegas.com, but the link you added was to LasVegas.com.

Just trying to ensure they get a good link!


Thanks Dan! Both Scarlet and I missed that! It's now fixed. :)

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