Category: Managed Services

The Social Startup

What is a startup if not a race to social legitimacy. An idea in one or two people’s heads has grown to a point where it will make magic or not. Since life and startups are rarely all or nothing startups need to be competent content marketers and social media marketing wizards.

Why competent at one and wizards at the other? Becoming great at creating something, content marketing and social media marketing all simultaneously is a bridge too far for anyone. Startups should focus on developing their widget and adding a social layer to their process.

Reach is the other reason a social layer is important for startups. Content marketing takes time. Developing a consistent following can take years, but the right tweet can lap around the world twice before breakfast. Would I prefer to have BOTH consistently great content and a powerful social layer? Of course, but startups are about priorities.

The Problem With Priorities

Most startups are so widget focused they don’t see the need for social or content marketing. Inattention to the creation and cultivation of a following could be a costly mistake.

How Social Media Helps Startups

• Feedback is oxygen for startups.
• More feedback NOW makes better products later.
• Many social media pros are attracted to early stage ideas.
• Deal flow favors the known.

Years ago in a land far, far away I co-founded a specialty gift distribution business called FoundObjects.com (now RIP). The magic formula to many naïve startup gift companies was to have Oprah feature their gift followed by instant fame and riches.

Life is rarely as easy as we dream. Oprah doesn’t work that way. FoundObjects.com would eventually have several items featured by Oprah’s magazine and one amazing offer to give away one of our gifts to Oprah audience (another long story for another time).

Oprah, I learned quickly, isn’t interested in the obscure unproven gift (for the most part). Oprah knows her power. She knew the limits of that power too. Going far out on a limb too often could tarnish even Oprah’s power, so she rarely went out on a limb.

Oprah preferred to amplify an existing success. She looked hard at products that were small but capable of becoming big and then gigantic. VC’s evaluate business teams and ideas in much the same way.

Chris Heivly, one of the founders along with Dave Neal of Triangle Startup Factory, explained startup team focus several years ago. Sitting in a coffee shop speaking about one of his favorite things, how to create successful businesses, Chris told me he and other investors don’t bet on ideas.

Ideas change. Instead of ideas, the thing most startups are hung up on a rock about, Chris evaluates teams. How deep is the team in the core competencies of any business: tech, finance, marketing and sales?

Startup Social Media – Fastest Way To Learn The Most

I suggest your startup write blog posts at least every third day, but Tweet and use GooglePlus daily.

Startup Social Media Content Sources

• Startups own blog posts.
• Responding to social notes about the startup.
• Thanking followers who mention, comment or share.
• Sharing content from followers and industry experts.
• Commenting on content from followers and industry experts.
• Sharing process and progress.

Twitter is Internet radio. Use Twitter for what is happening NOW or what just happened or what might happen. Use GooglePlus to have conversations, pose questions and get multi-thread feedback.

Creating Content

Creating content is only hard until you create content. Once you are in a consistent content creation rhythm it comes like riding a bicycle. No matter how long you are away from riding a bicycle you remember how to do it AND riding a bicycle more means you get better at it.

Same dynamic is true for startup content marketing. “We don’t have the time,” is a common objection. The irony of startups that spend huge amounts of time creating dog and pony shows to pitch potential investors cold while saying they have no time to warm up their reception hasn’t escaped me.

What DIY Means For Startups

We live in a Do-It-Yourself time. One of the implications of DIY is your startup’s online presence will be checked out HARD. Assume potential investors are going to read your copy AND any copy written about your startup (from any source).

If your content is present, consistent and well received you’ve effectively spread the table. “Spread the table,” means creating many little impressions instead of banking it all one big one.

Follow The Money

Let’s talk about one of the most consuming aspects of most startups – money. I heard another VC explain how his evaluation of a company comes from a single perspective – the art of reducing risks.

We uninitiated think of Venture Capitalists as high-flying risk takers. Not so much this VC explained. Being a VC is nothing if not Darwinian. The way you get to be an “old” VC (this gentleman was retired in his forties) was to apply systematic thinking to risk elimination.

Some risks can be reduced by having the right team, others by creative financing and still other risk can be limited by the right partnerships so VC evaluate RISKS and then apply their address book and network to lessen the risk and so increase chances for profit.

Let’s apply the same thinking to the creation of your startup. Executing the social media strategy I’ve suggested will cost about a day a week or about 400 yours a year about 20% of the 2080 hours in a full year.

I realize no startup only works 40 hour as week, but stay with the model for a moment. If someone asked most startups if they would trade 20% of their sweat equity to double or triple their valuation most would say an immediate YES.

How about if we ask if an investment of 20% of time could lower costs by half if they would do that trade. Again most would say YES. Following the content ideas here could help reduce recruitment costs, launch marketing costs and new customer acquisition costs so once again our 20% investment provides solid startup return.

There Are No Secrets

Many startups are scared their ideas will be stolen. Your ideas will be stolen. The key to survival is not caring when your ideas are stolen because you own the keys to a much more valuable and hard to steal thing such as a competent content marketing engine matched to some real social media wizardry.

Unless you are working in some highly technical medial field worry that your ideas will be stolen shouldn’t eliminate benefits associated with fast feedback loops created from social media. Think back to Chris Heivly’s lessons. Chris evaluates TEAMS not ideas because he fully expects ideas to change.

The extension of Chris Heivly’s statement is your startup should risk sharing because the OVER (what you stand to gain) far out weighs the UNDER (what you stand to lose). This statement is true for developing a competent content marketing strategy strapped to a great social strategy too. The OVER, what your startup stands to gain, far outweighs the UNDER, what any startup stands to lose.

Creating a Haiku Deck (love this tool) yesterday about how stories are the new e-commerce currency the need to share tips on HOW to write great ecom copy was clear. There is a new sheriff in town after Google’s Panda and Penguin updates, a new sheriff with new laws. The “SEO Optimized” era is dying hard. Look at this example from an online e-commerce powerhouse of the old “content as SEO” days:

REI Backpack Example

Solid feature copy with hints of major REI themes by using words such as:

• Cleverly Converts.
• Customizable (actually misspelled on REI’s page).
• Efficient.
• Single Tug.
• Secures.

Solid product feature copy. Now let’s look at words customers use in reviews of REI’s exclusive daypack:

• Favorite daypack.
• Love.
• Great.
• Water resistant (but not water proof).
• Pleased.
• Compact.
• Easy.
• Like colors.

Customers naturally tell stories. Here is my favorite customer story from this REI daypack:

Love using this pack for day trips. It was great for storing layers after and early morning ride turned into a warm afternoon. Also, large enough to hold a few items from the farmers market. The thin straps were great for my small frame when biking – larger packs and straps are heavy and can cause chaffing in the heat. Even better the pack easily adjusted so my boyfriend could wear it another day. The only con is that there are no exterior pockets like the larger version of this pack has so you have to open the drawstring to get any items. Note: my boyfriend like the mini version so much he bought one for his daughter and the larger with top pocket flap for himself. After just a few weeks of use I’m looking forward to using this on summer hikes with the water bladder insert very soon! Highly recommend this versatile bag.

By Rachelle
from Washington, DC
About Me Casual/ Recreational

Ecommerce Copywriting Tip #1: Mine Customer Reviews

REI.com rules SEO with their “Daypack Selector” content, but their copy is missing a chance for engagement. Here are ways REI’s copy could be more engaging:

• Include Staff notes in reviews (several reviews noted a desire for exterior pockets, so good idea to recognize the trend with a note).
• Lift examples from reviews.
• Use same words as reviews.
• Quote from reviews (with permission and attribution).

REI.com is a favorite ecommerce website. I’m using one of the best online e-retailers to illustrate an important point – Google’s Panda and Penguin algorithm updates changed everything. Google’s insistence on ever improving social shares and page heuristics (time on site / page, pages viewed and lower bounce rates) mean even GREAT ecom merchants need to rethink things.

Ecommerce Copywriting Tip #2: RETHINK & Curate Content

Google’s algorithm changes haven’t worked their way into HOW online merchants approach creating their “store”. Most ecommerce merchants have social share widgets throughout their site. Social shares aren’t enough. Social shares, those ubiquitous Facebook and Twitter widgets, are a good start, but social shares without becoming a social business is a mistake.

Think of social shares are a pledge to become a “social business”.  Social businesses LISTEN more than they PITCH or PREACH.

REI.com missed an opportunity when several customers made suggestions for pockets on their REI daypack. When customers note an improvement and there is no Staff Note silence erodes hard won “social shares” legitimacy. Are they LISTENING or not is the question every customer who The day when putting a social widget on a product page was sufficient is over. When a customer makes a suggestion say THANK YOU.

Ecommerce merchants must RETHINK their content.

Not all content is equally engaging and TOTAL ENGAGEMENT is not the goal since a website without pause is a lie. The goal is to know where the rich veins of User Generated Content (UGC) exist and to support, encourage and mine them. Since not all content is equally engaging, ecommerce merchants should curate and create content. Curating  UGC may be the most valuable non-merchandising / merchandising any ecom merchants does.

Rethink & Curate Many Types of Ecommerce Content

• Videos (promotes long time on page and videos are easily shared).
• Copy – need more than technical SEO now.
• Reviews and User Generated Content (if you don’t have UGC aplenty good luck with that).
• Gamification – UGC and social shares are so critical now you MUST reward, value and appreciate customers who share.
• The Ask – If you are NOT asking for User Generated Content, comments, videos, surveys, polls and shares you are nuts.
• Review the Reviewer – the more your ecommerce website becomes OUR website the more money it will make.

Ecommerce Copywriting Tip #3: How Your Site Becomes A Trusted Source

Ecommerce merchants must embrace the CONVERSATION. REI.com, as good as they are and they are among the best, is looking dated. REI.com is content rich, but social poor. They have an amazing amount of social content, but REI’s social content (the content from its users) isn’t seamless inside of their store. Trust goes up when YOUR website becomes OUR site.

Tips On Making YOUR Website Our Trusted Source

• Curate as much content from customers as you create (sends the WE LISTEN signal).
• Reward great customer suggestions (free daypacks for the customers who suggested the pockets).
• Add a crowdfunding option (ask for Quirky-like product suggestions and fund a few).
• Weave User Generated Content (UGC) into every aspect of your website (don’t force into a corner).
• Mine social web to pull great comments, suggestions or ideas INTO your website (with permission and attribution).
• Gamify reviews, comments and suggestions.
• Create “Like Me” tribes (link is to ScentTrail Marketing post).

Another way of saying this tip is the LESS you create and the MORE “THEY” contribute the better the new ecommerce life gets. Do any three of these ideas and your website is well on its way to being a “social business” not simply a “social share”.

Ecommerce Copywriting Tip #4: Tease Don’t Smother

Think about the last conversation you had with a close friend. Did you talk all the time? No, you listened as much as you spoke. Same is true for your ecommerce website. Ecom sites “listen” by acting on suggestions (adding those exterior pockets on REI.com’s daypack for one example), being easy to reach, being present and responsive on social nets and teasing not something clicks.

A common error is to OVERSELL a click. Never use more words, images or navigation than is needed to promote the conversation you want. Problem is you and your customers may want different conversations at different places. You may want to convert to dollars off your video page while your customers want to share. Align your marketing with their use to create trust.

When you treat customers like sentient beings able to figure things you create respect. Remember John Lennon’s advice – you get the love you make. Think of your customers as smart people who love you and they are more likely to do just that. Speak of your customers as stupid idiots who don’t understand your greatness (even in offhanded conversations with staff) and those negative beliefs will show in your marketing. The webs is nothing if not a huge lie detecting amplifier, so tease your links don’t smother them, be appreciative and thankful for any and every communication (no matter how “negative” it appears).

Ecommerce Copywriting Tip #5: Tell The Never Ending Story

Google has been more consistent than most are willing to admit. It was clear as far back as 2003 Google wanted merchants to create great content. Many merchants such as REI did just that. In the old pre-Panda and Penguin algorithm change days “great content” was optimized within an inch of its keyword life often sacrificing engagement and customer experience.

This is a new day and STORIES are bred in our bone. We crave great stories. In Rachel’s example above she couldn’t HELP but tell a story about her use of REI’s daypack. Stories are the anchors that prevent our brains from spinning off into ADD space. Stories provide relevance, inclusion and calm. Your ecommerce website should start telling your story on your ABOUT page.

Themes developed in ABOUT should be repeated and reinforced throughout your website. This tip may feel familiar since it echoes advice shared in Storytelling Is The New SEO:

Storytelling Is The NEW SEO struck a chord as more than 15,000 people have viewed the Slideshare deck. While many seem curious few are changing their ecommerce approach. Those who step in, make their ecom websites social, connected, engaging and responsive will win hearts and minds faster. Some ecommerce merchants just caught up to social shares.

This post advises skipping right over the “social shares benefit SEO” stage and concentrating on improving engagement. If your Key Performance Indicators don’t evaluate speed and quality of inbound links and social shares, conversion efficiency across a number of Calls To Action and how your online reputation is growing or declining then please come compete with us (lol).

Times are DIFFERENT. There is a new E-commerce about in the land. I picked on one of the better online merchants in this post so others wouldn’t feel like they’ve missed the “new ecom train”. What worked yesterday is gone. Your ecommerce website must write great, engaging and inclusive copy this holiday selling season. Copy that appears beautiful no matter what kind of devices is being used and copy that promotes the brand advocacy your site must create to thrive.

Good luck and I will be glad to review your copy and share reactions, thoughts and ideas. Ecommerce is HARD and I don’t see EASY around the bend. If this post creates a sense of overwhelming dread take deep breaths and start small. Start with copy for the 20% of your products that generate 80% of your sales. Look at how YOU write about the product, blend in how your customers talk about your product and research how others describe the experience and feeling of the products you sell.

Marty

Related Haiku Deck: Stories Are The New Ecom

Pivot Social Media Study

If you missed last year’s Pivot study it is worth a visit before firming up social media marketing plans for 4Q. Brian Solis just wrote an excellent mid-year post about the study: STUDY: Social Business Strategy – Vision, Purpose and Value drive a new era of digital engagement.  Both the study and Brian Solis’  midyear thoughts are worth careful reads.

Here are 3 Tips from the Pivot Team’s Social Media Study:

Tip #1: Content More Important Than Deals

Internet marketers understand their customers want more than the never ending SALE. The Pivot team saw “Exclusive Content” win the race moving “Customer Service” into the third position. Online marketers understand a basic web marketing truth – don’t engage when visitors are on your website and customer service is moot. “Exclusive content” is engaging.

We would add “exclusive User Generated Content (UGC)” too because a website’s willingness to ask for and reward user comments, reviews, votes and interaction provide clear reinforcement. “This business cares what I think,” is a signal websites want to send (B2B or B2C). Ubiquitous social share widgets, comment areas, curated user content and regular features created from UGC help send the “inclusive” message.

There is more to becoming a “social business” than great exclusive UGC. Make sure your website responds to emails and @yourtwittter inclusions, links and references. Fully half of your online strategy must respect the conversation your marketing is creating. Here are five ways to respect your social conversations:

Five Ways To Respect Social Conversations

• Public Thank You or Favorite Those Who @Include Your Marketing.
• Look to repay the mention by linking to something from the @mention soon.
•  @Reply Thanks (remember to be specific since they may get many thanks in a day).
• Note what @Mention care about & share related content when you see it.
• Insight & Content More Important Than Deals Chart

Tip #2: Sales Matter, But Engagement Matters More

Engagement is key now, but we need new Key Performance Indicators to understand how engagement contributes to the bottom line. I touched on the kind of new KPIs needed to understand engagement in 5 New Content Marketing KPIs on ScentTrail Marketing. KPIs can vary by business segment, but each “social business” needs something more than Google’s engagement metrics (time on site, pages viewed, bounce rate, return visitors).

Tip 3: Learn To Surf Social Media Marketing

One of the most interesting charts in the Pivot Team deck was the one showing fewer Internet marketers understand their social customer than last year. It is as if the more social marketing we create the less we understand our customers. One immediate fix is to ASK our social customers what they want. Social businesses learn to include customers in their decisions.

Every business process from what you buy or make to customer service improve with more customer feedback. Social media requires Internet marketers to KNOW less, do more and listen better (to eventually do less). The web’s feedback is immediate (if you know how to listen). Learning to create with open flexible programs, respond in real time to feedback and pivot on a dime defines our social, connected and FAST real time marketing times.

This holiday season try to KNOW less and LISTEN more. Here are some tips for learning to surf social media marketing:

Tips For Surfing Social Media Marketing

• Listen more than you talk.
• Curate User Generated Content on a regular schedule.
• Ask for and reward feedback in multiple places and in a variety of ways.
• Create a special group of customers and advocates, a “buzz team” to help create content, programs and offers.
• Create MORE unique content than Sales.
• Have the right conversation in the right place.

The last bullet can be tricky. There is no RIGHT answer for where you should have the many different kinds of customer conversations social media marketing creates such as:

• Q&A.
• Feedback.
• Reviews.
• How to support you on social.
• Helpful ideas (expansion of existing content).
• Customer Service problems / opportunities.
• Partnership requests.
• Press inquiries.
• How to talk with a human.
• Where to mail a package.
• Where to send a fax.
• Who to email for what.

There may be another 50 “communication” needs your website must define quickly. Most “contact us” pages include an address and a phone number. What about social media? What if I have a particular kind of communication? The more clear your “contact us” page is the more bonus points your website receives for being EASY, FAST and KIND.

Most important idea in the two charts below is when in doubt ASK. Social business is about having a conversation instead of a lecture, so when in doubt ASK:

Tip #4: Listen More Than You Talk On Social Media

Saved the hardest tip for Type A Internet marketers for last. Insure you LISTEN more than you TALK on social media. When someone @Replies you respond. When someone includes your online marketing in their recommendations say thanks. Build LISTENING into your marketing. Create regular features from User Generated Content (UGC). Publish a schedule for “Comment of the Month” or “Best Visitor Idea of the Week” because doing so communicates how much you care about and depend on feedback.

Pull content from gurus or avid brand advocates into your mix and push that link across your social properties. Share without a sense of consideration or share because content is GREAT and you aren’t worried about making sure you get your “just rewards” and your marketing is acting like an “Authority”. Authorities are Google’s magical hall monitors. Authorities earn more trust and receive more links. You want your website and Google Plus page to become authorities.

Think about the Commons and act for the greater good and your efforts will be rewarded. This is a big TRUST ME we realize, but what alternative is there? Continue to speak to yourself about yourself and your marketing will be on an island alone. Open up, listen and curate and you will become an authority. Becoming an authority on some content important to your brand should be on every Internet marketer’s To Do list. The fist step to become an authority is making sure your Internet marketing listens more than it talks.

Join and Follow Atlantic BT

Follow @Atlanticbt on Twitter.

Like Atlantic Business Technologies on Facebook.

Follow @Scenttrail (Marty) on Twitter.

Search Engine Optimization (SEO) Is Changing

Read the frenzy of blog posts after Google’s Panda and Penguin algorithm changes and an Internet marketer may think the world as they’ve known it is coming to an end. The perception isn’t wrong as much as overblown. Google is consistent in some things inconsistent in others. Google’s insistence on great content is not new.

That your great content must compete in a “red ocean” of content marketing is new. This post is about how to create new Key Performance Indicators (KPIs) to help play well with Google’s new SEO ecosystem. I’ve discussed the importance of The Commons and collaborative competition in The Commons Revolution. This post is about how to think about your online business as part of a “Commons” or an “ecosystem” where your role is to curate and create great content, establish authority and win visitor hearts and minds.

What Is A SEO Ecosystem

Google isn’t interested in your website by itself. Google is interested in how your website and web content fits in and contributes to the “conversation” happening in your business. If you are a web development company such as Atlantic BT Google is interested in how your content helps develop web sites and software. Atlantic BT is part of a local (Raleigh, Durham, Chapel Hill, North Carolina), regional (Southeast) and national web design ecosystem.

Ecosystems are fascinating. I’ve reviewed a number of businesses from carpet cleaning to high end government research during my Director of Marketing tenure at Atlantic BT. Each business group has competitors that learn where openings exist creating a balanced “ecosystem”.

It is rare to see two great Facebook competitors squared off and fight for each like and share. When I reviewed the advanced sports ecosystem Patagonia was a better blogger than North Face who was amazing on Facebook and Oakley was great on Twitter. Each competitor found tools to fit their brand not already mastered by a major competitor.

SEO Ecosystems understand a business vertical or group of businesses AS A WHOLE observing the push and pull of Internet marketing as it develops within the system (think of this as the “Google View” because this is how Google views your ecosystem too). An “ecosystem” can be made up of as few as two websites, but the view is always across a common set of metrics including:

• PageRank (use Page Rank Checker).
• Inbound Links (use Alexa.com).
• PageSpread (use Google site:www.website.com and try without www use larger of two numbers).
• Social (Go to social nets and note followers).

PageRank
Google ranks every webpage (eventually) from 0 to 10 (higher is better). PageRank is a great aggregate number letting you know the strength / weakness of your website within its business ecosystem. A PageRank of 6 is good unless all of your competitors are PR9s (then having a PR6 is way behind).  PageRank is made up of many metrics, but number and quality of inbound links is one of the most important.

Inbound Links & Social Signals
Google’s engine is built on the democracy of “link love”. Google had to strike hard against “link fraud” or the underpinning of its algorithm was at risk. If websites with high PageRank sell their SEO power Google’s link based democracy is threatened.  Correctly anchored inbound links are HARD to get. Likes and shares are easier to get, so Google made room to check their algorithms recommendations by using “social signals”, the ubiquitous LIKE, LINK and SHARE on social networks.

In fact, Google saw so much fraud in the “correctly anchored” links too many of them (links with the same keywords as anchors) can create an “over optimized” problem now. If you inbound links don’t feel random and created out of love Google will simply NOT give you credit for them or worse penalize your site for having them.

PageSpread & Inbound Link Efficiency Index
Pagespread is how many pages your website has “in” Google’s. Use the command Site: website.com (with and without www) to find your website’s pagespread. Having millions of pages isn’t helpful IF those pages aren’t being linked to, so we developed a new metric called LEI or Link Efficiency Index  to judge how FAST your website is developing inbound links vs. your competitors.

Social Following
Facebook LIKES and Twitter followers aren’t important in and of themselves, but they are important confirming signals. If you have low pagespread but high social shares your website may have a high PageRank. If you have low social follows, low inbound links and low pagespread your website will have a low pagerank.

Web Design Raleigh Ecosystem

For today’s post we will examine an important phrase for Atlantic BT and our web development competitors: “web design raleigh”.  To know your website’s position on a keyword or phrase use Mike’s free Keyword Checker tool (since the Google float will obscure the absolute reference). Her are five rankings’s from Mike’s:

1. AtlanticBT.com  (located in Raleigh, almost 70 employees).

2. TheeDesign.com   (located in Raleigh, 10 – 15 employees).

3. Weareo3.com (located in Raleigh, 2 employees).

4. Fragmentlabs.com/(located in Wake Forest, (5 – 10 employees).

9. Onwired.com  (located in Raleigh, 10 – 15 employees).

Size of the company may or may not be important to your decision about who should create your website. Performance is usually related to size online. Hard to become bigger if your work isn’t great. Next thing to do when looking at an ecosystem is to create an apples to apples comparison across the Key Performance Indicators (KPIs) listed above:

How the ecosystem for “web design raleigh” charts:

Understanding The Web Design Raleigh Ecosystem

We’ve created an “ecosystem” view of the Google keyword phrase “web design Raleigh”. Each competitor has strengths and weaknesses evident in this analysis. Atlantic BT could improve link creation efficiency and its Google Plus profile. Competitors on this list could improve other aspects of their Internet marketing from pagespread to social likes and shares.

Each company has great people working hard to develop awesome websites.

Despite Atlantic BT’s lead in “web design in Raleigh” the business vertical is far from “rolled up” or dominated exclusively by one firm. “Web design raleigh” may never be”rolled up”. Just because Google and the web prefers an authority doesn’t mean authority is always established. The more “out in the tail” we go the less Google cares if a set of keywords finds dominant authority. “Web design Raleigh” receives about 2,900 broad match searches a month, so it is pretty far out in the “tail” of long tail SEO.

The “Web design raleigh” ecosystem we’ve looked at may distribute views something like this:

Hope this post helps you know how to create a SEO Ecosystem view. Could you create a view like this on each of your top 10 keywords? Yes. Creating an “ecosystem view” is a good idea since there is something about creating an Apples to Apples comparison that helps identify strengths and weaknesses for YOUR website and for your competitors. We would NEVER suggest making a buying decision based on ecosystem results alone.

Use your ecosystem analysis to create informed questions, evaluate strengths and weaknesses of different websites on different keywords and learn how you can disrupt a business vertical. One consistent “disruption” is become a Google Plus authority since use of G+ is usually not very crowded (the tool is still difficult and not as friendly as other social nets so jump in now to disrupt).  The more you understand your new SEO Ecosystem the better your Internet marketing will do.

Note: left “raleigh” un-capitalized above because that is how Google views it in Adwords Keyword tool.