- Natural: Establish/influence market associations by how people go about
oWeb site page SEO Optimization (minimal overall effect but a requirement)
oSubmit all content (like U-tube, site articles', blog posts, key site landing pages) to each's search engine “type” (Google video, news & groups, blog/technorati/social-networking (~70) and top 5 search engines/directories) respectively.
oEndorsement / Influence marketing:A reference from a celebrity's website (or on their personal blog) is VERY powerful (note this is a form of affilate marketing)
oRSS Feeds (relationship update anonymously)
§Then server-side ‘publishing’ directly to the user’s browser
-Tracking/monitoring of user group types, new keys, etc.
-Everything is based on minimizing risk, using either current proven custom strategies, or clear identification of subcultures and new order marketing technologies.
Establishing Action or more permanent association:
Main market message
Focus:to establish relationship, with targeted actions - call, callback, email, take-away, education, etc.
Web 2.0
++++++++++++++++++
Other thoughts to I keep in mind:
I see (az?) us as similar to a cross between:
oInfluencing the leader of a industry thread or gaming "guild" (alliance, group, link-shell depending on the game or social network) or Celebrity MySpace site... or discussion group to start an opinion on something...
oThe early radio operators, many amateurs in some ways, delivering news at the war front
oThe Ipod marketer, cleverly inserting an amusing story that is very entertaining and consistent with the music genre and creates the reference of the idea with it's sponsor vs. presenting an obnoxious advertisement
The New Order of Marketing: On-line communities thru social networking, blogs, groups, RSS. podcasts & more!
I just accept a position to lead search engineering and Internet marketing for a new cutting edge advertising agency. It's about embracing the changes that will be necessary to survive and prosper with Web 2.0 and 'the New Order of Marketing'.... why?
Perhaps one of the best references is an article I picked up the end of last year, from Strategy+Business Magazine, published by Booze, Allen and Hamilton , dated September, 2006. I've included some of the key early juicy stuff below:
“The methods by which consumers absorb information and entertainment – and the ways they perceive, retain, and engage with brands and brand messages – have changedirrevocably.As marketers take notice, their decisions are reshaping the media environment.
Magazines are losing advertising to the Web (with total revenues declining about 2 percent per year since 1998); radio broadcasters are losing listeners, talent and revenues to satellite upstarts and iPod playlists.Television networks also see the writing on the wall, as the penetration of digital television heralds the rise of video on-demand, video downloads, interactive game networks, Internet TV, and other broadcast- and cable-busting enterprises.
Broadcast advertising revenues declined in the upfront markets of both 2004 and 2005, according to the Jack Myers Business Report – the first-ever decrease in two consecutive years.In spring 2006, pundits predicted a third straight year of upfront price reductions”…….. and where are many of the former Advertising CEO’s? – out of a job….. because they just don’t get it!
§Other notable references in the first article include:
·Long a standard setter in television advertising, Pepsi last year relaunched its PepsiOne product without TV
·Says Apprentice producer Mark Burnett, “The new prime time is 9 AM to 5 PM because more people have access to a computer then
·Although many longtime TV executive watch the erosion of channel-centricity with trepidation, others relish the opportunities
·The Industry many be on the verge of a metrics glut that transfers precious capacity away form productive activities and creates a cult of accountability
·There is no excuse for any marketer who fails to take advantage of the opportunities that have
What are you doing everyday to improve your search ranking ? Even with search engine marketing (PPC), I find the majority of programs are often respectively static regards active changes to the central web site pages.
Landing pages may and should be altered to have titles and SEO optimization that match identically to the PPC ads, but other than that.... most web sites only reflect significant changes on the scale of weeks to months...By contrast, blog "web sites" are more like daily news channels, and extremely popular. They address very tight targeting or large topic driven communities.... and INVITE feedback (action) which others can get involved with - sort of the exponential spin-off effect ... Your blog 'feeds' are just one of the many RSS channels every business should be hosting - similar to the effect of newsletters - but again, much more proactive...
One 'GREAT' idea is a to host a special blogthat reviews daily specials from the point of view of a 'consumer-reports' -style product or service review.... and requesting comments back from industry users on how their systems compare? This might even be a review of competitive products requesting feedback (remember you do get to moderate/filter the responses, and this could also be a great spot to consider putting a few customer testimonials online - hint)...
Just some daily thoughts....
Oh, also to you techy fans.... I just updated my software listing (all the 1000's of products I've personally reviewed and tested) on my "e-business" website
Setting up a blog - install, self-hosting, tags and links
Install notes for a remotely hosted blog, managed by Google’s blogger… beta.blogger.com:
Blogger.com is one of the most popular sites that offers free hosting OR allows you to host it on an web server of your choice (for example in a directory accessible via your web address…. And provides very reasonable service and support for NO charge, although premium paid services exist.As a measure of helping you gain a good understanding of the basic information required of you, as well as a get-started quicker personal guide to avoiding some of the little ‘gotcha’s’ in the file-to-path names, I provided this short outline of a full install, including reference to setting up secondary services … all tolled, about a few hours to setup and be publishing - This includes blogger.com, technorati.com and blogrolling.com:
1) First…. BLOGGER.COM
- ftp server: No 'ftp://' required and do not add trailing '/' sign - blog url: start with 'http://', but do not end domain name (and opt. subdirectory) with a trailing '/' sign - ftp path: Do not start with a leading '/' sign, but it's ok to end with one - blog filename: blogger.html or index.html - days or posts to display on main page: suggest 7? - multiple time formats, zones and languages supported - comments by anyone, only registered users, only members of this blog - comment moderation available by email notification and control panel approval; comment notification email - archiving now outdated as it's built into the architecture - site feed url: start with 'http://', but do not end domain name (and opt. subdirectory) with a trailing '/' sign - site feed url: sugg. atom.xml - site feed path: Do not start with a leading '/' sign, but it's ok to end with one - Blog Posts, Comment and Per-Post Feeds to be either full, short or none - Custom feed item footer - BlogSend Address: email where blog is mailed whenever you publish - mail-to-blogger address: realname.secretname%blogger.com --- Used to post by email,
o A VARIETY OF TEMPLATES: All with multi-post dated displays, indiv. pages, header, and sidebar (description, aboutme, links, previous posts, archiving, Atom Opt-in subscribe
- Customizable template with blogxml that looks like html but is case sensitive - Insert customizations in their server side publishing template
==============
- Added: - SEO updating to support - meta dynamic title, - meta description (from page), - meta keywords
- Tags to support blogrolling (inter-linking of links sidebar) - applied with div tag attributed class='blogrollmain
- Tags to footer to support Technorati functions: - Search this blog, blogs that link here, view profile - Add this blog to my Techorati favorites
2) Then onto Technorati.com (note: some activities had to go in sequence… create web site basics w/o template modification….. then go to technorati first and then blogrolling second… then back to blogger to add the stuff from Technorati and blogrolling, plus other SEO updates… and lastly back to the associated web site to put in links to the blog, and also RSS/Atom feeds…. Then begin… train build, respond, create, manage…traffic
- Signup free denoting: -- first, last, username, email, password -- Need to create ~ 20 startup keyword sets (most 1-2 words) -- Code to insert on web page for lookup and favorites -- Primarily code for technorati support added per-posting by any blog authors…. Or those cleaning up afterwards
3) Blogrolling.com
- name, email, blogroll name and URL of your blog - add a script, enclosed with a div tag of with parameter class='blogrollmain' and the CSS supporting scripts for a number of nice styles
4) Web site links to blog and feeds
- Simple text link to blog web site - Simple File links to reference Atom feed vs. RSS feed with/proper RSS icons - Changes to web page header to support feed autodiscovery by major browsers:
- For Atom Autodiscovery link rel="alternate" type="application/atom+xml" title="feed title here" href="http://www.yourdomain.com/feedurl.xml"
- For RSS Autodiscovery link rel="alternate" type="application/rss+xml" title="feed title here" href="http://www.yourdomain.com/feedurl.rss"
5) Create new postings – compose, tags - publish to web site – Ping all search engines to pickup (avg. 5 min) Submit all feeds to feed, blog and other search engines and advertising services.
My interests in channels like RSS started while evaluating 'push' and 'pull' technologies for IBM (somewhere in the '96-'97 timeframe). This deviated into two distinct channels - 1) that became publish and subscribe, messaging - data - and business processing/logic between BIG service architectures - machine to machine or service to service, and 2) those applications delivering more and more updated content to people (or rather to the interface / program receiving the 'subscribed' updated content).
Today's RSS, that's gained tremendous response in the last few years (the next generation up from Backweb or Pointcast) is a now mainstream 'anonymous' 'opt-in', like taking your seasonal catalog or weekly flyer. Essentially, I believe that the technology just had to wait until there was a better channel to 'categorize' active data feeds (the changing... up to date... real side of life from real people.... and a way for marketing to extend its' true creative hand into active marketing)
With early push and pull technology, the updates and interfaces were obnoxious, always coming up at the wrong time, and each competing to gain eyeshare and mindshare in the consumers' eye - there were just too many even if you only had a few auto-updaters. Today by contrast RSS is organized and categorized via special readers, or much more likely - within the browsers themselves ---- live bookmarks they call them.
Blogs today are one of the main sources of RSS/Atom 'feeds' but what they represent to websites is critical. I've written a dozen articles evangelizing the use of blogs, primarily for special support, but their value to your visibility related to search engineering was never made more clear to me as when I started this blog on Google's blogger.com.
There are a lot of definitions of what a blog is today... all agree it is chronological, proceeding latest to prior... and that the site today often supports each posting with a separate page attached to a main body startup page with a limited (5-15 or aweek or a month) number of entries. There is archive support built into this always 'shifting' page, and often also the ability to add additional functionality in the sidebars. Lastly, most blogs support external ATOM and/or RSS feeds.
There are a number of key things that blogs do for any company's search efforts, but the most important thing is that while Google often makes you think that they distinguish between 'web sites' (that often don't change much monthly) and 'blogs' (that may change and be re-published up to several times per day)...it may not just be so. Blogs are typically content packed entries that literally invite feedback and commentary - isn't that just perfect spider food? .... hot and current but less overall 'flavored' compared to what we call news or advertising.
Most important is that when you start a Blogger.com account, you realize where Google is eventually going with this. They don't seem to 'judge' a difference.... they say, in fact, I quote:
" A blog is your easy-to-use web site, where you can quickly post thoughts, interact with people, and more. All for FREE.
... notice they said a blog is a website... or maybe that was just 'figurative' speaking ?
Lastly on the SoapBox for blogs... major search engines like Google and Technorati have a more aggressive schedule for updating indexes, and index keywords like blogs with Technorati tags. There a lot of blogs but it's small compared to the number of websites, and blogs are chronologically based (not often a long set of changes in old posting). Blogs also have separate but very coordinated channels for submitting blog updates and RSS feeds.
OK... that should be enough.... ready to RSS ? .... consider a weekly specials update ! Best luck to all...
Smart Search Engineering uses deep market & competitive intelligence, blogs, RSS and other search influencing in selectively engineering search response pages, web advertising, and landing page campaigns, that increases traffic and e-business... (in terms of 'SMART' web sales, off-line sales, leads, market awareness, entertainment, information, or persuasion goals).
technorati tags: Search_Engineering, , SEO, , PPC, , Advertising, marketing, NewsLetter, Affiliate, Blogs, , Groups, Web2.0
