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Ideas 2012 by Mind Map: Ideas 2012
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Ideas 2012


End of the destination website - less in depth, more outspread

Social web is centered in people, not objects, contrary to traditional websites and search

Like people have lifestreams, brands should have brandstreams

A brandstream is a multiple presence across on (and off) line touchpoints (all social media points)


What? consistent flow of content created by a brand to engage social connections and information sharing

Guest speakers

Valérie Sohie


Raz*war: Movember

Readings & videos selfstudy

Clay Shirky

Nielsen video "cross-platform is the norm

Cross Platform is the New Norm Today"s consumers are not just watching TV anymore, they are using a collection of media devices from TV sets, to laptops to mobile phones to watch, interact and engage with video content. As this new viewing behavior becomes more broadly adopted, looking at TV or online alone does not accurately reflect the most effective way to reach your intended consumer. In this presentation, Nielsen explores changes in media usage trends and the importance of looking across both TV and online to gather a clearer picture of campaign effectiveness. Slides of the presentation are available via the form below.

Social TV Bluefin

Reinventing the newspaper

Reinventing the newspaper New business models are proliferating as news organisations search for novel sources of revenue Jul 7th 2011 | from the print edition Like 452 Tweet ON THE MORNING of September 3rd 1833 a new kind of newspaper went on sale on the streets of New York. With its mix of crime reports and human-interest stories, the Sun was intended to appeal to a mass audience, and its publisher, Benjamin Day, made it cheap: at one penny, it was one-sixth of the price of most other papers. The most popular newspaper in America at the time, according to Mitchell Stephens, author of “A History of News”, was New York’s Courier and Enquirer , which sold 4,500 copies a day. Day’s new “penny paper” appealed to people who had not bought newspapers before. Within two years the Sun was selling 15,000 copies a day. In hindsight this was a turning point because it introduced a new business model to the industry. The Sun’s large circulation attracted advertisers, and the resulting revenue enabled Day to keep the price of the newspaper down and its circulation up. Instead of relying mostly on selling copies, newspapers came to depend mostly on advertising. It was a great deal for all concerned: readers got their news cheap, advertisers could reach a large audience easily and newspapers could afford to employ professional reporters instead of relying on amateurs. News providers throughout the rich world are starting to charge for content on the web and mobile devices This model worked well for a long time. But it has come unstuck in the internet era as readers have shifted their attention to other media, quickly followed by advertisers. “The audience is bigger than ever, if you include all platforms,” says Larry Kilman of the World Association of Newspapers. “It’s not an audience problem—it’s a revenue problem.” News providers throughout the rich world are urgently casting around for new models. They are starting to charge for content on the web and mobile devices, as well as pursuing non-traditional sources of revenue such as wine clubs or dating services. Some are being supported by philanthropy. Nobody yet knows which, if any, of these models will work, but it is clear that revenue from online advertising alone will not be enough to cover the costs of running a traditional news organisation. Government funding is also off the table as rich countries struggle to reduce their debts. In America any talk of government support for the country’s ailing newspapers ended when the Republicans retook control of the House in 2010. Subsidies would anyway merely postpone the inevitable. In this special report Bulletins from the future A little local difficulty » Reinventing the newspaper The people formerly known as the audience Julian Assange and the new wave The Foxification of news Coming full circle Sources & acknowledgements Reprints Related topics Advertising Business Newspapers Arts, entertainment and media Journalism Constant upheaval is part and parcel of capitalism’s creative destruction, but those in the business argue that news is a special case. It may be a business, but it also plays an important part in a democracy: holding those in power to account, giving voters the information they need to make choices and making markets more efficient. To be sure, not all journalism has a civic function, and the media’s ability to expose wrongdoing is easily overstated. “People want you to think that newspapering is ‘everyone is working on the next Watergate’,” says Clay Shirky, a media guru at New York University. Most of the time it is not. But such “accountability journalism” has always been subsidised by other activities. So finding a new model to support journalism is in the interest of society as a whole. One answer is to erect paywalls. Having long made content available free online, news providers are starting to restrict access to some or all of it to paying subscribers. The Times and Sunday Times of London, owned by Rupert Murdoch’s News Corporation, put up a paywall around their websites in July 2010. Other papers have since followed, including theDallas Morning News and, most prominently, the New York Times . A decade ago the idea of a paywall appeared to have been widely discredited. Only specialist providers of business news such as the Wall Street Journal and the Financial Times seemed able to get people (or, more usually, people’s employers) to pay for news online. Most readers were unwilling to pay for general news, and after experimenting for a while many news sites made some or all of their content available without restriction to attract as many visitors and advertisers as possible. The trouble is that online advertising typically brings in less than 20% of a newspaper’s advertising revenue, and rates on all but the most prominent pages are falling. There are billions of pages on the internet, so the value of an individual page is lower than that of a printed page. And now that advertisers can measure the effectiveness of advertisements, they may have realised they were paying too much. Optimists (such as executives at Google, which dominates online advertising) insist that internet advertising will become more valuable as it becomes more targeted, which will drive up prices. Revenue from online advertising is growing, but not fast enough to fill the gap opened up by the decline in revenue from print advertising and circulation. Gregor Waller, a former head of strategy at Axel Springer, a big European newspaper publisher, estimates that by 2020 newspaper circulation will have fallen by 50%, classified advertising revenue by 90% and display advertising revenue by 30%. Hence the paywalls, which come in many forms. They can be watertight, like that at the London Times , but increasingly they are porous, letting publishers charge for access to content while also admitting casual visitors and allowing sharing. The Wall Street Journal , for example, puts much of its business and finance coverage behind a paywall but allows unrestricted access to other, less specialist stories. Another option is the “metered paywall”, pioneered by the Financial Times , which lets visitors to its site read ten stories a month before asking them to pay. (The Financial Times is owned by Pearson, which also owns half of The Economist .) At the New York Times , which has the world’s most popular newspaper website, visitors can read 20 stories a month before being invited to subscribe. Metered paywalls are also being tested at the Berliner Morgenpost and Hamburger Abendblatt in Germany. The beauty of the metered paywall model (which The Economist has adopted) is that frequent users can be asked to pay for access without putting off a lot of more casual users who attract advertisers. Most news sites have a small core audience of frequent visitors and a much larger group of readers who visit only occasionally (see chart 3). Some frequent users will jib at a paywall, but some will fork out. “Other newspapers are watching us and hoping that it works,” says Martin Nisenholtz, head of digital operations at the New York Times . Since it put up its paywall, visits to the paper’s site have dropped by about 10% and page views by about 20%. But more people than expected are signing up. Another new source of digital revenue is charging for content on mobile devices such as smartphones and tablet computers, but this market is still in its infancy. Of the 17m tablet computers sold in 2010, says Mr Kilman, 15m were Apple iPads—“and half of them were bought by people in the media industry.” Smartphones are far more widespread and represent a greater opportunity in the near term, says Mr Nisenholtz. According to Gartner, a market-research firm, 101m smartphones were sold in the first three months of 2011 alone. Strong sales of smartphone “apps”, or software, suggest that readers are prepared to pay for content on mobile devices. But the market seems unlikely to produce substantial revenue quickly enough to replace declining print income. Access all areas Existing readers of newspapers and magazines are generally unwilling to pay for news online or on mobile devices if it costs them extra. But many publications are adopting an “all access” model that grants print subscribers free access to digital editions as well. When the Dallas Morning News launched its paywall in March, for example, it also gave print subscribers unfettered access to the paper’s website, iPhone and iPad editions, thus turning them into digital subscribers at a stroke. That lets people read the paper in whatever format they find most convenient at different times, and with luck will subtly change their perception of what they are paying $33.95 a month for: not just a printed newspaper seven days a week, but access to the news in a range of formats. As readers make greater use of the digital editions, says Ken Doctor, a news-industry analyst at Outsell, the hope is that they will mentally ascribe more value to those formats and less to print. By the time they are ready to give up the print edition, they should have got used to the idea of paying for digital. Bundling digital access with print subscriptions, Mr Doctor adds, not only offers readers choice but also gives them an added reason to go on buying print editions, which still pull in the lion’s share of advertising revenue. Moreover, papers may be able to publish less frequently in print and yet retain most of their print advertising. When Detroit’s papers switched to publishing three or four days a week to cut costs during the recession (while publishing continuously online), they retained 93% of their print-ad revenue. A typical metro-area newspaper gets about 35% of its weekly print-ad revenue from the Sunday edition, says Mr Doctor. So newspapers might in time move to Sunday-only printing and publish digitally during the week. A variety of other models are also being tried. In Slovakia, for example, several newspapers and magazines have just started using a shared-payment scheme that operates at a national level. Paying €2.90 ($4.10) on any of the participating sites unlocks premium content and features across all the sites for a month. The scheme has proved more popular than expected. Tomas Bella of Piano, the company operating the scheme, says this suggests that readers will pay for content, “but only when it is convenient enough”. Piano’s model could work in 10-15 other European markets where language barriers protect content providers from direct foreign competition, Mr Bella thinks. By contrast, two British newspapers, the Guardian and the Daily Mail , have made all their content available free online in an effort to transform themselves into global news brands. The Mail ’s website recently overtook the Huffington Post to become the world’s second most popular newspaper site, according to comScore, an internet-ratings firm, and the Guardian is at number five. Both papers are adding staff in America to beef up their coverage and tap into a much bigger online-advertising market. The Guardian , whose parent company lost an estimated £33m ($51m) in the year to March, hopes to double its digital revenues to £91m by 2013. But it is still unclear whether online advertising can fill the gap left by declining print revenues, says Alan Rusbridger, theGuardian ’s editor. The all-access metered-paywall model favoured by American newspapers is problematic in Britain. Most sales are through independent retailers rather than subscriptions, so papers do not know who their readers are. Mr Shirky doubts that most newspapers can get people to pay up online. “Paywalls have been presented as a castle keep, inside which the existing model doesn’t have to change,” he says. “It’s about defending the old model.” Likewise, Juan Señor of Innovation Media Consulting, a firm that advises newspapers around the world, reckons that “you won’t fix the business model without fixing the editorial model.” He believes that as well as looking for new forms of revenue on the web, newspapers should overhaul their print editions to make themselves more relevant and thus boost circulation. His firm advises them to undertake a radical redesign, abandoning traditional sections and instead arranging the newspaper around themes that correspond to the way readers think, with a magazine-like emphasis on analysis and storytelling. Correio da Bahia , a Brazilian paper that underwent this treatment, has been reorganised into four sections, offering a news summary, “More”, “Life” and “Sport”. Similarly, Libération , a French newspaper, stopped trying to provide comprehensive coverage of sport, leaving that to specialist sports papers, sales of which are booming in many European countries. After the redesign the circulations of both newspapers increased. But so far American newspapers have shown no interest in trying anything like this, says Mr Señor. Newspapers can also use their trusted brands to generate new forms of revenue. Many quality newspapers, including the New York Times and Britain’s Daily Telegraph , have launched wine clubs, for example. Canada’s Globe and Mail offers branded cruises, as do several German newspapers; journalists appear as guest speakers on board. Marca , a Spanish sports newspaper, lets readers buy Nike football boots before they go on general sale, says Mr Señor. Aftonbladet , a Swedish tabloid, runs a hugely popular weight-loss club, a model it has licensed to several other European newspapers, including Germany’s Die Zeit . Newspaper groups also operate online bookstores, host conferences and reader events, and provide education services. The rise of philanthrojournalism Another tack, now being tried across America, is to build new, internet-native metropolitan news organisations supported by philanthropy. Examples include the Voice of San Diego , the St Louis Beacon , the MinnPost in Minneapolis, the Texas Tribune in Austin and the Bay Citizen in San Francisco. “Where they exist, they are doing a very good job, in some cases exceeding the quality of dailies,” says Mr Doctor. Because traditional newspapers are in trouble, these not-for-profit online news organisations can take their pick of experienced journalists, many of whom are also attracted by the new sites’ focus on politics, civic engagement and accountability journalism. “We believe the gap that we’re trying to fill has to do with reporting,” says Jonathan Weber, editor of the Bay Citizen . “There’s a lot of opinion out there, and a dearth of reporting.” The Bay Citizen ’s business plan is based on four sources of revenue: large gifts and grants, donations from readers under a membership plan, syndication of content to other news organisations and corporate sponsorship of particular features on the website. The big question is whether the not-for-profit news model is sustainable. Arianna Huffington, whose Huffington Post co-operates with philanthropically funded news organisations, says a change in mindset is needed among donors. “I think we need to get into the habit of endowing not-for-profit journalistic enterprises, both at the national level and at the local level, the way people endow chairs at universities,” she explains. What is clear is that starting with a clean sheet—using the latest digital tools, being free of printing presses, not depending on print advertising—gives not-for-profit news organisations an optimistic sense of being part of something new rather than of an industry in trouble. “I have always been of the view that it’s a crisis for the traditional institutions, but that’s different from there being a crisis for the profession,” says Mr Weber. “In a lot of ways it’s a time of a lot of opportunity in journalism.”

How FB advertising is like tv

How Facebook Advertising Is Like TV Social Network Guarantees Marketers Ability to Maximize Their Brands By: Dave Williams Published: April 06, 2011 Dave Williams It seems like there"s a new Facebook-related headline every week, as the industry debates the social network"s worth, its necessity, and its value as an advertising venue. Late last year it was revealed that one out of every four online display ads in the U.S. was shown on Facebook. That news came on top of data showing that 50% of all Facebook users log in daily. The industry is still struggling to understand exactly what Facebook is, but few have noted the channel it most closely resembles: television. Yes, TV, the last bastion of traditional advertising and the most famous consumer time-waster. Brands make TV advertising buys based on GRPs and TRPs in the hopes that they"re buying the right audience, and delivering enough frequency to that audience. With TV buys, you choose specific programming in order to reach the audiences that like that kind of entertainment, be it sports, reality, sitcom, drama, soap opera or game show. With TV, though, it is difficult to measure the size and makeup of the audience that has seen the ad. TV offers no measurable performance metric, outside of traditional branding measures. Facebook, on the other hand, can guarantee audience reach and frequency of ad delivery. Making use of the vast amount of data that each user supplies to Facebook -- on average, more than 220 data points per member -- advertisers can easily reach and target specific audiences. The network recently implemented a frequency cap for ads appearing on the homepage. In the past, Facebook imposed a cap of five impressions per user per ad. Now the home-page limit is three, with another two impressions available via the marketplace -- the system that supplies the ads you see elsewhere on Facebook -- because non-home-page ads demonstrated the ability to deliver greater value for brand advertisers. The same research supported the value of marketplace ads for some of the largest brand advertisers on Facebook. Facebook"s marketplace also offers much more inventory, further amplifying campaign value. When you advertise on Facebook, you"re targeting real people, not anonymous cookies. As opposed to the guesswork and assumptions associated with tracking cookies, Facebook advertisers have access to actual interests. That"s just like the TV model, but Facebook offers many more granular targeting capabilities. Ford advertises during football games because reams of market research show that men who like big trucks watch football. Online, Ford might try the same approach on or the Yahoo sports page, but some of the consumers coming to those sites are Volvo-driving tennis fans. Facebook gives you the ability to reach self-identified football fans across highly targeted age ranges, genders and geolocations. You can even reach football fans" friends. But you can also go straight to a group of consumers that you know likes trucks. They may even specifically like Ford trucks, or competitive brands, which you would know because they"re fans of the Ford page, or because they have liked a competitor"s brand. The ability to reach and target audiences this way resembles TV more than any other medium. And with Facebook, you know whether you"ve hit your desired audience. Like TV advertising, Facebook advertising tends to carry a call to action that drives top-level engagement, but Facebook"s call to action is even easier and more powerful, as it enables the user simply to "like" the brand within the ad. Moreover, Facebook ads display friends who also like the brand, a display that has been shown to increase brand metrics, click-through rates and conversions. Facebook ads usually take consumers either to internal Facebook-hosted pages or to outside product pages (like a regular display ad). That special engagement comes via the internal pages within the Facebook ecosystem, where users receive product information, the ability to "like" a product, and an invitation to alert the rest of their network via their newsfeed about an event they"re attending. In a parallel that seems borne of this similarity, an increasing number of TV ads are sending viewers to a branded Facebook page. But that"s a tangent for another day. Facebook changed its home-page frequency cap rules after learning that a limit of three does a better job of driving brand retention. Like TV before it, Facebook has quickly become a great branding venue. Facebook flies in the face of the still-common notion that brands aren"t built online, because Facebook enables brands to connect with their most passionate consumers, creating brand advocates that go beyond those of any other traditional advertising channel. TV gave us celebrity endorsers, like Joe DiMaggio for Mr. Coffee. Facebook introduces us to ordinary-human endorsements, people we know who are willing to say "Hey, I like this brand, and I"m going to say so on my profile." We"re seeing brands slowly moving print budgets toward Facebook advertising, because of the latter"s ability to hyper-target users at the right reach and frequency, but Facebook"s real impact is in its ability to complement television budgets. If you"re an advertiser who wants to reach a specific audience with frequency in a short period of time, it"s wise to coordinate your TV and Facebook buying efforts. That"s the best way to maximize brand engagement and consumer advocacy. ABOUT THE AUTHOR Dave Williams is the founder and CEO of Blinq Media.

SEO definitions

SEO Definitions: Gaining a Deeper Understanding of SEO Terminology by LEVEL343 on OCTOBER 6, 2011      Set your confusion aside Yes, it’s that time again. No, no… don’t be surprised that we’re back with more acronyms, synonyms, the latest buzz words and all around SEO definitions. It’s called the Wild Wild World of Search, so how could we not? Have you noticed what’s been going on for the past three months? It seems marketing has finally caught up with SEO… or maybe it’s the other way around. Either way, we’re here for the long awaited update on the SEO dictionary. It’s not just about SEO; you know those irritating marketing buzz words that seem to be creeping into our daily language? Yeah, some of those are in here, too. 301 Redirect 404 Errors Above the Fold Absolute Link Alt Attributes Anchor Text Backlink Conversions CTA Dynamic Websites Goal Funnel IBL Jaamit Link Keywords Landing Pages Link Bait OBL Off Page Optimization On Page Optimization Organic Search Results PageRank PLPs Relative Links SERPs Spiders Static Websites UGC URL 301 Redirect Used mostly when old pages are replaced by new ones, the 301 redirect is a “permanent” move. Think of it like the post office. When you move from one address to another, you give them your new address. Why? So they automatically send the mail to your new address. A 301 works much like the post office, only for traffic. If you delete/move/rename a web page without using a 301, you’ll lose all the links, PageRank, traffic and other good stuff you’ve built for that page. By adding a 301 redirect, all that good stuff is “redirected” to the new page. Only, unlike the post office, the traffic doesn’t get lost in transit. Back to top 404 Error You’re surfing the web and you come across a page that says, “Oops! The page you’re trying to reach isn’t here” or something like that? This is the irritatingly familiar 404 error page. Ironically, a lot of 404’s happen because people didn’t use a 301 redirect. 404 simply means “page not found”. Hint: you don’t want a lot of these. You can always find a list in Google Webmaster Tools. You can either create a custom 404 page that helps your visitors find related information or create 301s and send them to the new pages. Back to top Above the fold Marketers, copywriters, SEOs, etc, often talk about putting the most important information above the fold. “Above the fold” is the area of your page immediately visible to visitors before they ever start scrolling down a page. Unfortunately, where the fold is depends on the viewer’s browser size. Therefore, a viewer with a 640 X 480 browser size has a higher “fold” than one with a 1024 x 768. By visiting Google Browser Labs and inputting your URL, you can get a good idea of what’s visible to your viewers. Back to top Absolute Link An “absolute link” is a link with a complete URL. Example: This link will reach your website from anywhere on the Web, no matter where it’s placed. Back to top Alt Attribute The “alt” attribute stands for “alternate”. This alternate text shows in lieu of images, when images aren’t visible to the visitor. It is added in the HTML code: It’s important, when using the alt attribute, to remember that it is also used by screen readers when a visually impaired visitor is looking at your site. Therefore, it’s not meant to describe the picture itself, “purple flower with green grass and blue sky”, but the image’s purpose for being there: “Flowers brighten the day”. These attributes should never be used as a place for stuffing keywords. Back to top Anchor Text Anchor text is, for lack of a better description, the text that “anchors” a link to the page. Text on the page that is visibly hyperlinked. Example: Click here The “Click here” in the example is the anchor text. For SEO, usability and general, all around usage, anchor text should describe the page being linked to, not the page the link is on. Back to top Backlink A backlink is also called an inbound link or an IBL. In Bound Links are links coming from sites other than your own. For example, when you write a guest blog and your bio links back to your site, this is considered an IBL. Their site page >>> your site page. Back to top Conversions If you’ve had any marketing experience, you already know what a conversion is. However, for SEO, it can get a bit tangled. Most people think a conversion means a sale. On the Internet, defining what you would consider a conversion all depends on what you want to get out of a particular page. For example, if your visitor goes from a product page to checkout and completes the buying process, it’s a conversion. It’s also a conversion if you have an informational page or blog and someone signs up for your blog feed, though. Simply put, if the visitor does what you want them to do, they’ve converted. Back to top CTA A CTA is a Call to Action. These buttons or links say “Buy Now”, “Contact us today”, “Have you signed up for our newsletter” and so on. CTAs are essential for the success of a business website. They tell the visitor what you want them to do, and the visitor doesn’t have to guess. Back to top Dynamic Websites Dynamic websites usually end with extensions like PHP, ASP and JSP. Dynamic sites allow the content to change as a user refreshes the page. Examples of dynamic websites are those that might show revolving banners, changing testimonials, etc. Other examples include sites built on WordPress , Joomla and Drupal platforms, or many eCommerce sites with rotating products. Unlike static sites, dynamic sites separate the design from the content. In this way, even individuals with no design experience can change the content without messing up the design. You add a new product, for example, and it simply shows up as a separate page, exactly where it’s supposed to. Back to top Where are your funnels? Goal Funnel Whether you use Google Analytics, SiteCatalyst, ClickTale or no analytics at all, having a visual representation of your goal funnel helps you find places where you lose the sale. Often, it turns out the steps youthought your visitors would take aren’t the ones they actually took (see Real Paths to Conversion Infographic ). Back to top IBL In Bound Links, or IBLs, are links coming from sites other than your own. Seebacklinks . Back to top (Editors Note: Added Jan 2011) Jaamit Link This is a new term; we don’t know if it will stick, but we hope it does. We’ve added “jaamit”, created as a memorial to a wonderful person in the industry.  A jaamit is a very strong link, one that even outlasts the link builder. Read the link to the article for more information, a touching story and a hard lesson about link building. RIPJaamit Durrani Back to top Keywords Keywords and key terms are the word(s) you use to search for something on a search engine. For SEO and your business, they’re terms you think your target market will search for. Miami golf shoes, as one of our favorite examples. If you sell them, you might expect people to search for them. Therefore, you want to make sure your site shows up in the top SERPs for this key term. Back to top Landing Pages Okay, this here’s a deep subject to get into, because there are two types of landing pages. The first type is more aptly called a sales page. You click on an ad and land on a page completely dedicated to the purpose of the ad. It’s probably four scrolls long and has ample opportunity for you to buy, subscribe or sign up. The second type is any page on your website. In the purest since of the word, a “landing” page is simply the page of a site you land on after clicking a link. However, when an SEO or copywriter says “landing page”, they generally mean the first type, or sales page. Back to top Link Bait Link bait is any article, image, video or other piece of content that attracts attention and links. Examples of link bait include: Controversial or ranting posts Web and/or mobile apps Widgets Infographics Oh, and let’s not leave out high quality articles themselves. A strongly written article can go a long way towards attracting attention, links and authority-building goodies. Back to top OBL Out Bound Links, or OBLs, are links on your site pointing to another site. For example, we have several OBLs in our footer under “More Reading”. Back to top Off Page Optimization Some SEO techniques include things that don’t directly affect your website. Link building is an excellent example. With link building, the optimizer gets other sites to link to yours. It doesn’t actively change anything about your website except (if done right) the SERP rankings. Plenty of terms exist in the SEO world, and more are constantly being added. As well, you might have someone using a term you don’t recognize only to find it means something you’re extremely familiar with. When you’re talking with an optimizer or someone in a related industry, don’t be afraid to ask for an explanation of terms you don’t understand. Knowing is half the battle! Back to top On Page Optimization SEO is optimizing for the search engines: making sure your site is relevant to your chosen key terms. Several techniques go into this process. The techniques used specifically on the site itself, such as how the content is written, what terms are used, what the code looks like and how images are named are just a few examples of on page optimization. Back to top Organic Search Results In the SERPs, you have paid advertisements and organic results. Site optimization targets organic search results, which are shown directly under the paid advertisements. You want to rank high in organic – or natural – search results for your targeted keywords; studies show a much higher percentage of clicks for sites in the #1 placement. Back to top PageRank Otherwise known as PR in Googleeze, PageRank is a nifty little algorithm. Learn it, understand it, and then forget about it. Does it matter? Sure – it’s one of the ways Google decides where it will rank your site for key terms. As well, a site with a high PR has more weight to it when it decides to link to yours. However, few (if any) know exactly what it takes to move up the scale between 0 – 10 of PageRank. People may talk about a high number of links or other factors, but the truth is, they don’t really know. For Google, PR is one of 199 + other factors that determine key term rankings. If you turn PageRank into something you obsess on, it can become a full time occupation. Since you don’t know what it’ll take to move from 2 to 3, etc, you could be obsessing for a long time. Don’t worry about; if you go up the ranks, simply accept it as a pat on the back and move on. You can read an excellent in depth article about PageRank @ WebWorkshop: PageRank Explained Back to top PLP PLP stands for Preferred Landing Pages. Every page is a landing page, but PLPs are the pages of your site you really want your visitors to see. Read more on this topic at Search Engine Journal: The Art of the Landing Page . Back to top Relative Links A relative link can only be reached from within your website. Example: ”> Although WordPress automagically adds the rest of the URL, this doesn’t happen with HTML, ASP and others. On these types of sites, if you copied a URL and pasted it in a browser, the above relative link is all you would see. Many use relative rather than absolute links . The problems with relative links include: If someone copy/pastes a relative link into their own blog while discussing one of your posts, it can cause a 404 error . They’ll end up with a URL that looks like this: They get a 404 and you get no traffic. Relative links can also create duplicate content issues. If you haven’t properly set up your site to manage the non-www and www versions of your site, you could very well end up with both versions being indexed thanks to those persnickety relative URLS. Relative URLS make it easy for website scrapers to… well, scrape. All they have to do is snag your pages – the links remain all nice and pretty for their own servers. Back to top SERPs (S)earch (E)ngine (R)esults (P)age(s) – When you open up Google and put in a search term, the resulting pages are the SERPs. When SEO’s talk about raising in the rankings, they’re talking about the SERPs. What do you need to know about this term? That you want to be at the top of them for your chosen key term. Back to top Spiders A lot of terms go along with “spiders”. For example, search engine spiders are said to “crawl” the web.  Spiders are also known as “web robots”, “robots ”, “web crawlers”, Internet bots” or just “bots”. Spiders are simply programs made to search the web; in the case of search engine spiders, they do so for indexing purposes. Not all bots are “good”. Some are used for spamming purposes. Called “spambots”, they gather email addresses, hunt through forums for places to submit poor content, etc. Some spambots simply post messages with a lot of links, meant to increase a site’s search engine ranking. Back to top Static Websites A “traditional” website is usually a “static” website, and has a URL that ends with HTML. Static websites usually have a set amount of pages with a finite amount of information. Content changes are done by professionals, with the new page uploaded to the server. Each page of a static site has all the information on it that it needs to be displayed in your browser. What your browser sees in the code on that single page is what you get. Back to top UGC User Generated Content, or UGC, is just what it sounds like: content generated by the user. Examples of UGC include Twitter, Facebook and YouTube. Threadless is also an excellent example (and darn good business sense, too). Comments on your blog, guest posts and so on… in other words, if your visitors provided them, they’re UGC. Back to top URL AKA Uniform Resource Locator, a URL is an Internet address. Examples:,, Back to top What SEO terms would you add to the list? If you have suggestions, let us know in the comments!

Social TV

A Social-Media Decoder New technology deciphers— and empowers—the millions who talk back to their televisions through the Web. NOVEMBER/DECEMBER 2011 BY DAVID TALBOT Power shift: Deb Roy, CEO of Bluefin Labs, says social media have changed the relationship between media consumers and producers. Credit: Ian Allen E-mail     F rom his 24th-floor corner office in midtown Manhattan, the veteran CBS research chief David Poltrack can gaze southward down the Avenue of the Americas, its sidewalks teeming. For more than four decades, it has been his job to measure people"s television habits, preferences, and reactions. In large part, this has meant following the viewing habits of Nielsen panels of TV viewers and parsing the results of network surveys on their opinions. On a late September afternoon, with fall premieres under way, his desk was strewn with color-coded opinions from 3,000 Americans who had wandered into CBS"s Las Vegas research outpost, Television City, at the MGM Grand Hotel and Casino, and agreed to fill out TV surveys for the chance to win a 3-D home entertainment system. But now he"s also dealing with a growing force: the masses talking back through social media. Of the approximately 300 million public comments made online worldwide every day—about two-thirds of them on Twitter—some 10 million, on average, are related to television (though daily numbers vary quite widely). "¿ Que sera two and a half men si[n] Charlie?" one viewer recently tweeted, alluding to the replacement of Charlie Sheen by Ashton Kutcher on the CBS sitcom. " The beginning of Person Of Interest is like Jack&Ben all over again," remarked another. (A couple of weeks later, another added: "I assume CBS will keep going with what"s been working for them, and replace Andy Rooney with Ashton Kutcher." ) TV executives like Poltrack must now grapple with these spontaneous, messy, irreverent remarks. How to make sense of it all? Poltrack walked into the office of a staff member, John Butler, clutching a report from a startup called Bluefin Labs, a social-media analytics firm that attempts to track comments on shows and ads and discern the commenters" interests and demographics. Some of what it had found seemed surprising. For example, the season premiere of Two and a Half Men had attracted 78,347 comments compared with 82,980 for Dancing with the Stars , on ABC, even though the latter show has lower Nielsen ratings and an older audience that"s less likely to participate in social media. (It turns out that reality competition shows, by their nature, attract more active audience response.) Poltrack wondered how a little-watched show called Bad Girls Club —on the Oxygen network—had garnered 32,665 comments. "Get Bad Girls Club up there," he said to Butler, motioning to Butler"s computer screen. "What are they saying?" Butler scrolled through the raw comment string. "This bitch angie on #Badgirlsclub wear the same damn socks in every episode," remarked one viewer; "BGC, shower & bed," announced another. It was hard to know what any of it meant. Overall, the data was raw and, in many cases, ambiguous. But Poltrack came away with some respect for what he was seeing. "As a one-time measurement, we have better ones," he said, referring to CBS"s precisely constructed surveys. But whereas the surveys are intermittent, social-media analytics can provide "a continuous monitor of conversation about a program, episode by episode," he said. "And that is something we can"t replicate." What"s more, the quantity of commentary is increasing all the time, making it more important as an object of study and as a force network executives would like to harness. As Poltrack explained, real-world and online chatter—the "exponential movement of a conversation through the population"—drives the success or failure of TV shows and, in turn, the allocation of $72 billion in U.S. television ad spending. Six hundred miles to the west, a similar assessment was under way at the Cincinnati headquarters of Procter & Gamble, the world"s largest advertiser (its brands include Tide, Gillette, Bounty, Pringles, and Duracell). Each year the company spends $5 billion on media ads—the bulk of them on TV—and another $5 billion on in-store advertising worldwide. While Procter & Gamble carefully vets ads with consumers before airing them, it has never known whether the same viewers would respond differently to an ad depending on what show surrounded it. Craig Wynett, the company"s chief learning officer, says Bluefin Labs is teasing out nuances in the way context affects the extent to which an ad generates buzz. One specific product ad (he wouldn"t say which) was placed on two shows with similar demographics and ratings. One show produced eight times more social-media response than the other. Nobody knows why, but that"s what happened. "Historically, we have held context as a constant. Well, surprise! In the real world, context plays a fundamental role," he says. Bluefin Labs is one of a growing number of analytics companies parsing the meaning of comments in social media. And its CEO, Deb Roy, believes they are capturing a fundamental change in the relationship between creators and consumers of mass media. "What I have learned by hanging out with TV executives, talent agencies, and creative types is that the assumption is built into their organizations" DNA that this is a one-way dialogue," he says. "Audience members speaking through social media is effectively a shift in power." In some ways, a two-way conversation has begun. And in future years a TV network could, in theory, continue the conversation by revising its promotions to emphasize characters that have caught on with audiences—or even by revising plot lines midway through a season. Advertisers, meanwhile, could swap out ads—or place them differently—on the basis of the social-media response they get. (Something like this already happens with online ads; increasingly, algorithms use real-time metrics like page views and content changes to guide placement decisions.) In the political realm, campaigns could rapidly determine, among other things, which messages animate people. And early feedback from the first adopters of analytics—network executives and advertisers—could provide clues to wider potential impacts. Wynett says he doesn"t know if the people who commented on his advertisement bought the product or "if the message spread until every man, woman, and child heard it." Still, he says, "It"s early days, but it shows promise." MINING SOCIAL SENTIMENT Analyses of online comments are already influencing corporate, financial, and governmental behavior. Certain companies, Comcast among them, keep an ear open for outbursts of anger to help them detect and respond to service outages and product problems. A London hedge fund, Derwent Capital, makes trades based on the financial calm or anxiety it gleans, in part, from social-media data. And while recent events have suggested that revolutionaries can use social media to help them overthrow some authoritarian regimes (see " Streetbook ," September/October 2011) , China has learned to manage citizen outrage through measured responses to specific online complaints about matters such as police corruption (see " China"s Internet Paradox ," May/June 2010) .  Playing ball: As a doctoral candidate, Michael Fleischman used televised Red Sox games to teach computers to recognize home runs and other plays. Now the company he cofounded, Bluefin Labs, analyzes social media to decipher mass reactions to TV shows and ads viewed in the United States. In its offices, a screen (top) displays the number of comments searched, minutes of TV ingested, and connections found. Credit: Ian Allen For marketing purposes, it has become de rigueur for companies to set up Facebook pages and send out tweets, and to keep a watchful eye on the bubbling up of blogged anger. This is true of television networks as well as other companies. For example, Discovery Communications, which runs channels including the Discovery Channel, TLC, and Animal Planet, maintains 75 Facebook pages with 45 million fans, and keeps 23 Twitter accounts crackling with reminders like "Mythbusters starts in 5 minutes!" "It"s all that beautiful viral effect of social media to get people to watch our shows," says Gayle Weiswasser, Discovery"s vice president of social-media communications, "and we aren"t the only ones who do it." To tap the other side of the conversation—the unscripted response of consumers with social-media accounts—companies like Radian6 (now owned by Salesforce), General Sentiment, Sysomos, Converseon, and Trendrr track social-media sentiment and volume on a range of topics. Of course, even the best filtering efforts don"t eliminate all spam. And it"s not always clear what prompted a post, how a slang-filled tweet should be interpreted, or how to identify the author"s demographics. Yet it is "critically important" for businesses to make sense of all this, says Radha Subramanyam, senior vice president of media and advertising insights and analytics at Nielsen: "This is the world"s largest focus group, the world"s largest town hall. Companies that figure this out will thrive in the next 10 to 15 years. Companies that don"t will fail." It"s especially important for TV networks and advertisers. Nielsen says that Americans, on average, spend 20 percent of their day watching TV, and many simultaneously peck away at laptops or mobile devices. Sites like Miso and GetGlue encourage people to discuss favorite shows with friends and other fans. Evidence is emerging that social-media buzz has some relationship to ratings: NM Incite, a Nielsen-McKinsey joint venture, found that among people aged 18 to 34, a 9 percent increase in such chatter in the weeks before a show"s premiere correlated to a 1 percent ratings increase. Recognizing these kinds of connections, sentiment-analysis firms including (part of Trendrr) and Socialguide specifically track social response to television content. But Bluefin is unique in also tracking most of what is on TV—including the ads—to draw specific relationships between televised stimulus and social-media response. "What Bluefin is doing is technically impressive," says Duane Varan, chief research officer at the Disney Media and Advertising Lab in Austin, Texas. Already, it"s becoming possible to measure TV viewership directly through cable boxes rather than through samples such as Nielsen panels, he says, and "Bluefin is doing a similar thing with this universe of public social-media discourse."  THE NFL AND SOCIAL TV Bluefin Labs" headquarters occupy a one-story 19th-century factory that once made hoses, next to a boutique movie theater in the Kendall Square area of Cambridge, Massachusetts. Lego blocks strewn on café tables busy the fingers of visitors or employees at informal meetings. Roy, the cofounder and CEO, sits at one of an open cluster of desks in close quarters with nearly 40 employees, most of them engineers with experience in fields like artificial intelligence, search, and video analysis. A poster showing the "bloodline" of the advertising industry is pinned on a worn wooden post to his right. Roy, who is 42, is a Winnipeg-born computer and cognitive scientist who until 2008 had spent his entire career in academia, first at the University of Waterloo and then at MIT and its Media Lab, where he became head of a research group called Cognitive Machines. Among other things, his group concerned itself with problems such as how to teach English to robots. In 2005 he launched the ambitiously named "Human Speechome Project" to document how children learn language. Before his son was born, he equipped his home with 11 video cameras and 14 microphones. Then the proud papa recorded (almost) everything that happened in the house to figure out how different adult interactions—as well as activities and objects in different locations of the house—affected the boy"s speech development. In 2008, after collecting 300 gigabytes of data every day, Roy stopped. Then he and his graduate students performed feats like charting his son"s gradual mastery of the word "water." (A presentation of this process was the hit of the 2011 TED conference and has spread virally throughout the Internet.)

Bluefin videos

Also saved in video file

personalised search re "the filter bubble" by eli pariser

google announcement dec 2004

Personalized Search for everyone 12/04/2009 03:01:00 PM Today we"re helping people get better search results by extending Personalized Search to signed-out users worldwide, and in more than forty languages. Now when you search using Google, we will be able to better provide you with the most relevant results possible. For example, since I always search for [recipes] and often click on results from , Google might rank higher on the results page the next time I look for recipes. Other times, when I"m looking for news about Cornell University"s sports teams, I search for [big red]. Because I frequently click on , Google might show me this result first, instead of the Big Red soda company or others. Previously, we only offered Personalized Search for signed-in users, and only when they had Web History enabled on their Google Accounts. What we"re doing today is expanding Personalized Search so that we can provide it to signed-out users as well. This addition enables us to customize search results for you based upon 180 days of search activity linked to an anonymous cookie in your browser. It"s completely separate from your Google Account and Web History (which are only available to signed-in users). You"ll know when we customize results because a "View customizations" link will appear on the top right of the search results page. Clicking the link will let you see how we"ve customized your results and also let you turn off this type of customization. Check out our help center for more details on personalized search , how we customize results and how you can turn off personalization . Learn more by watching our video: Posted by Bryan Horling, Software Engineer and Matthew Kulick, Product Manager

landing page

voir specific mindmap

Réseaux sociaux verticaux est plus qu"un simple réseau social! C"est un projet associatif dont le but est de proposer un moyen de promouvoir et financer les artistes!

video consumption

Online video consumption moves from minutes to hours By Janko Roettgers Nov. 3, 2011, 11:43am PT 1 Comment Tweet   in Share 23   Like   0 Remember the time when people only watched like a few minutes of online video every week? That’s quickly becoming a phenomenon of the past, according to two new surveys which show a group of heavy online video viewers emerging. A user survey conducted by TV Guide has 15 percent of respondents saying that they watch more than six hours of online video a week. Last year, than number was still at four percent. 62 percent of all respondents said that they watch more online video than just a year ago. Of course, TV Guide’s user survey is somewhat self-selective, which is why it is interesting that a study by advertising specialist Burst Media has even more impressive numbers: The Burst Media Online Insights survey (PDF ) has the number of people who tune in online for more than six hours a week at close to 30 percent. Almost three percent even profess watching more than 24 hours of online video per week! TV Guide’s survey, which will be presented at the paidContent Entertainment conference in Los Angeles today, also shows that a lot of that growth can be attributed to professional content. 55 percent of the respondents said that they tune in to their favorite shows online. That’s also echoed by the Burst Media survey, albeit with slightly weaker numbers. Burst’s survey has 39.1 percent of Internet users watching TV content online, with 49.7 percent watching user-generated content. And finally, two-screen activity continues to grow as well. Burst Media says that a third of online viewers now “often” user the Internet while watching TV. Image courtesy of Flickr user julianlimjl.

Rich internet & video

axa makes ads you can step into

zegna 3D ad and app

Casale Media


Social Media Metrics

Social Login

Harness Social Media & Stop Losing Customers with Social Login Written by: Larry Drebes CEO, Janrain, Inc. Posted: December 9, 2011 @ 4:10 pm Page viewed 3,898 times Tweet 22 in Share 2 0 digg StumbleUpon Submit • 0 J’aime There’s only one thing more disheartening to an online retailer than knowing that a lot of customers are going to abandon their shopping carts before completing a purchase. And that’s the discovery that a whopping three out of four of them will actually turn around and leave the website rather than endure the hassle of registering a new account. A new technology called “social login,” however, can alleviate both problems. Offered by multiple vendors  (including Facebook) or custom built in-house, social login allows website visitors to log in using their Facebook, Twitter, or other social media identity and avoid registration and password hassles entirely. This is no small matter. A friend of mine was in a Cost Plus World Market retail location recently and spotted a coffee table he liked. A salesman noted that if he signed up for their online World Explorer rewards program, he could get the table for 25 percent off. So he tried signing up via his iPhone while in the store, but found it too frustrating to awkwardly thumb-type all his personal data — let alone create a unique 10 digit reward program ID — on the iPhone’s tiny virtual keyboard. So he left the store without completing the purchase. This is a sale that neither Cost Plus World Market nor my friend needed to lose. Had he been able to log in using his Facebook identity, he could have automatically joined the rewards program and gotten the table for 25 percent off while the retailer gained a loyal new customer. What’s more, he wouldn’t then have to remember one more website’s login name and password — he must have over a hundred by now — the next time he visited the store online. Frustration with registration and login isn’t limited to mobile devices, of course. As the web has become more participatory and an integral component of our lives, the average web user has accumulated dozens of accounts at different websites — each with a distinct username and password to remember. Even more problematic, many people try to cope with this problem by recycling the same password across multiple sites, thereby jeopardizing their online security. Social login alleviates this “password fatigue” problem and offers up benefits both for online users and online businesses and other websites. Users gain security and convenience when they can access their favorite websites with a single, secure portable identity, and websites eliminate registration “friction” and acquire more users as a result. With the latest Forrester research reporting conversion rates of less than 3 percent in online retailing — that’s the total number of orders divided by the total number of website visits — reducing this sort of “friction” has clearly become an imperative. But social login does more than enable online businesses to attract and engage many more customers than they otherwise would. It also enables these businesses to attract far more valuable customers than via traditional registration methods. Research by Forrester , Nielsen and others indicates that social login can boost conversion rates by up to 50 percent. It also reveals that social login users spend more time on a website and purchase more than traditional users. Which means less shopping cart abandonment. What’s more, social login gives retailers and marketers access to very rich demographic and psychographic data from their customers’ Facebook or LinkedIn accounts that they can’t get anywhere else, including the user’s location, interests, hobbies, purchasing habits, and cultural tastes — as well as those of everyone in his or her social network. This lets websites personalize content and product recommendations to each user and target their marketing more effectively. But the biggest bang from social login comes from something called “social sharing.” This is more than just hitting Facebook’s “Like” button for a product you like. It allows users to share something they have seen or bought on a website with a wide range of friends across a multitude of social networks — and to add commentary about it in their own words as well. This produces a large number of word-of-mouth referrals back to the website. Facebook says its “Like” button generates 300 percent more traffic for websites. Our own data show that each social sharing action generates an average of 13 new referral visitors to a website. And therein lies the commercial appeal of social login: instead of just going to Facebook and setting up a fan page, web businesses can now bring the power of social networks to them. Interscope Geffen A&M Records, the division of Universal Music Group that hosts artists like Lady Gaga, for example, used social login so successfully to attract more visitors that they have stopped using traditional registration methods entirely. Citysearch, meanwhile, found that each user comment shared back to his or her social network was viewed by 40 other people and generated 28 clicks back to Citysearch. Retailers like Sears have also adopted social login because it lets them tailor promotions and sale offers to each customer’s unique interests. The total number of web businesses using social login is unknown. Facebook reported last year that its social login tool had been deployed on 2 million websites. Our own platform,Janrain Engage , which allows users to log in not only with Facebook but with 21 additional social networks as well, is deployed on more than 350,000 websites. There is no data, however, on the number of websites that have undertaken the non-trivial challenge of building their own interfaces to even one social network — let alone enough of them to mirror the fragmented social media preferences of users today, where even Facebook garners only 39 percent of all social media logins. For most websites and online business, of course, there are much easier ways to enable social login and social sharing. My own company offers a solution that can be up and running on a website in a few days at most. Delivered as a software-as-a-service (SaaS) solution, and available as a set of APIs and customizable widget interfaces, a website can immediately accept login from 22 different providers, including Facebook, Twitter, Google, LinkedIn, Salesforce and Yahoo. Sharing widgets can be dropped into the site at logical places, such as after posting a comment, writing a review or completing a purchase. Indeed, a major advantage of this type of technology is that it is incredibly easy for a website developer to get social login up and running quickly on their site. On the presentation layer, a website must simply drop a few snippets of code on to a registration page. Under the hood, websites only need the ability to make a secure API call to a social login provider, and parse data that is received in a standard format. (For those of us who don’t speak geek, APIs are essentially a layer of infrastructure that websites have been using to communicate with other web-based software and services for the past decade.) In addition, many business websites these days are built on top of popular content management systems such as WordPress or Drupal.  The great news for these sites is that turnkey plugins are available and can be painlessly installed on a site in under an hour. Users, of course, should always be given the choice to use social login or not. When  they land on a website with social login enabled, they are presented with a permissions screen that explicitly asks for access to certain types of information about them. Some users may feel that sharing such information is not worth the benefit of easier login and a more personalized experience on your website, where product offers or content can be tailored to their interests. That’s their right, which is why we usually recommend that websites also offer traditional registration via the user’s own site-specific login name and password. Most users, we have found, will opt to use social login because of the benefits and convenience. We’ve also seen users learn to manage their various social identities adroitly —  sharing the data available on their Facebook account, for example, on entertainment sites, while signing in with their more restricted LinkedIn account data on more professional websites. One thing is clear: for online businesses, leveraging social media is now the number one challenge. According to a November 1 report in the trade publication eMarketer, 82 percent of chief marketing officers worldwide now say that their top priority is investing in new social media and customer relationship management technologies, known as “social CRM.” In a world in which people spend more time on social networks than any other online activity — and where the DNA of a trusted product has become “a person like you” rather than corporate advertising — social login can be a powerful marketing “force multiplier.”

Student's tools


reputation management


social bookmarking

Using FLASH webcam

Cosmo campaign


The four layers of online brand marketing: brand - website - content - SM reputation

It’s easy to get stuck in the mental mud hole of names. For example, we market ourselves as Organic SEO copywriting and SEO specialists. With that in mind, you might look at our blog categories and think, “Well, it makes sense that SEOs would share information about optimization. – But, what would they know about branding?” We get stuck on names, don’t we? I’ve never been a fan of titles since they really mean zero when you run your own company. We could have called ourselves the Branding, Content Development, Online Marketing, SEO, Social Media and Reputation Management Company, but it just doesn’t roll off the tongue. It has no flow. It’s hell to type… and can you image the business cards? Moving right along. Well, today, we’re going to talk about how all this stuff ties together. After studying 4 years of communications and marketing I’m sure I can show what all these things have in common, and hopefully pass on some useful tips while we’re at it. Are you ready? It’s All Marketing Everything we talk about, including things like information architecture and site speed, has a part to play in marketing. Not only that, but your brand is the foundation – the starting point of it all. The Base of the Marketing Pyramid – Your Brand Think of it as a pyramid. Your brand is the base. It’s the base because, while all these things are what you do , your brand is what you are , in the business sense. It’s how your customers perceive your business. You can’t hire SEOs, copywriters, reputation managers, etc. and let them roam free without at least a little bit of guidance, because all these things affect your brand. So the first layer of the marketing pyramid is your brand. Second Layer of the Marketing Pyramid – Your Website Your website is the second layer; a lot of things are involved in this: Design Structure Content SEO All four can directly affect how your brand is perceived. They can directly influence the message your brand is sending out. Alright, hold up. I was with you until the SEO. What does SEO have to do with branding? Let’s look at all the places on page SEO touches your brand: The Alt Attribute – To you, this may just be an SEO “trick” – a minor piece of code. For visitors with images turned off, however, this is an extra bit of information. How that information is shown -misspelled, repetitive, uninformative (for example) – can have a negative or positive impact on how people see your site, and thus, how they see your brand. Page Titles and Descriptions – A real SEO, a hard core SEO, would know that page titles and descriptions have to be crafted. They aren’t written ; they’re built . These two pieces have to: Carry enough relevance and key term weight to rank well Be written well enough to attract potential visitors’ eyes Entice the visitor to click through Carry through with the brand’s message In short, you can’t have Key Term | Key Term | Key Term – Company Name. No matter how you write this formula, it all looks spammy. You need to incorporate other words, such as learn , read , find out – action words that cause them to act. Anchor Text – When you have several links on a page and they all say the same thing, this can have a negative impact on how your brand is perceived . Like titles and descriptions, anchor text has to be chosen for both optimization and visitor usefulness. These are just a few of the places on page SEO touches your brand; an in depth SEO campaign has to be carefully configured to compliment the message your brand is trying to convey. Third Layer of the Marketing Pyramid – Content Development and Off Page SEO The third layer isn’t so much about your site as it is about your marketing , and it includes content development and off page SEO. Now, off page SEO has a lot to do with link building – although LB isn’t the end-all-be-all of it. With link building and content development, you still have to take in brand consideration. It’s not how many places link to you, or how many sites accept your guest posts; it’s who . As an extreme example, don’t you think you’d gain more authority and link juice from an article on Oprah Winfrey’s site. Compare that to the questionable returns from an article marketing directory like eHow or Associated Content. In other words, whether it’s building back links or creating content, it’s not so much quantity as it is quality. A good SEO – a true optimization specialist – may use low quality links for a massive push, but the goal are the high-quality authoritative links. They’ll work with a strong content developer to create quality articles for a hand-picked set of guest posting sites, as well. Ummm… How does this work with branding? The more authority these articles and links give you, the more authoritative your brand is perceived – by visitors and search engines. A bunch of crap articles on crap sites with crap links… well, crap rubs off on brands just as it does on people. Top Layer of the Marketing Pyramid – Social and Reputation Management  Reputation matters If you aren’t involved in your social and reputation campaigns, shame on you. These two processes are almost synonymous, and can make or break a brand. This layer of the marketing pyramid is the absolutely public layer , where it all hangs out for the world to see. Your social and reputation have to be managed with kid gloves. Your brand (not the SM firm or RM firm) will be interacting with the public. Conclusion At each point of the marketing pyramid, you should be there. This doesn’t mean watching every move; you have to trust your SEO providers, content developers, etc. to have your best interests in mind. However, you do need to check in. It means asking, “Do you understand my brand’s message?” It means looking at the first few optimized pages and sending feedback, “Hey, I’d rather have that little arrow thing in the page title than the bar.” It means reading the articles provided by your content developer, because those articles will represent your brand. In short, it means being involved in your brand’s efforts – at least on the ground floor of each level. If you have a small company, you’re probably doing most of this on your own. You can’t get more involved than that. So what it means for you is that, at each level, you have to check your campaigns and efforts to make sure you haven’t lost site of your brand’s message. A company’s brand is one of the most important – if not the most – considerations, no matter what the campaign is. Once it’s tarnished, it’s really hard to get it to shine as brightly as it once did, with few exceptions. Treat yours with respect. I’m sure some of you have ideas to share… is there something else you’d add to the marketing pyramid?

Cloud computing

decentralized social networks

Et si on abandonnait Facebook et les incessantes polémiques sur les atteintes à la vie privé de ses utilisateurs, pour adopter les réseaux sociaux décentralisés et retrouver le contrôle de nos données personnelles ? Article par : FrancescaMusiani   Tweet 2 Partagez! 18 J’aime Soyez le premier de vos amis à indiquer que vous aimez ça. Image originale par Rishibando Lors de la conférence de développeurs Facebook (f8) du 22 septembre dernier, le PDG de la firme, Mark Zuckerberg, présente la nouvelle version du populaire réseau social : il déclare que les nouvelles fonctionnalités de Facebook permettront dorénavant un partage « sans frictions » (frictionless sharing ). Cette annonce est suivie par le dévoilement d’un reformatage radical des profils des utilisateurs, ainsi que d’un historique (timeline ) qui liste en ordre chronologique toutes les informations que les utilisateurs ont partagées dans le passé au moyen du site. Zuckerberg note également que les applications tierces ayant accès au service pourraient dans le futur (avec l’accord des utilisateurs) partager automatiquement toute action entreprise par l’usager, que ce soit l’écoute d’une chanson ou le visionnage d’une vidéo. Blogueurs et commentateurs des technologies sociales notent promptement les « inévitables frictions du frictionless sharing  », et remarquent comment la conception de partage « excessivement facile » préconisée par le nouveau Facebook ne tient pas compte des motivations qui amènent les individus à sélectionner les informations qu’ils veulent – ou ne veulent pas – partager. Le nouveau Facebook soulève également des questions de protection et de confidentialité des données personnelles de l’utilisateur, ainsi que du contrôle exercé par celui-ci sur les opérations de partage et d’échange au moyen des outils sociaux. Comme plusieurs fois dans le passé, la question se pose : comment les utilisateurs pourraient-ils quitter Facebook et rester connectés ? Récemment, plusieurs projets de recherche et applications commerciales ont tenté de répondre à cette question en offrant des solutions alternatives, permettant de contourner au moins certains des risques posés par l’inconstante politique de confidentialité du « géant » Facebook. Qu’est-ce qu’un réseau social décentralisé ? Ce qui est souvent reproché aux services tels que Facebook, Google+ ou YouTube est la façon dont leurs conditions d’utilisation leur permettent de devenir indéfiniment propriétaires de tout ce qui est écrit ou téléchargé par les usagers sur et au moyen du service. Et ceci, sans s’exprimer clairement sur la manière dont ces données sont exploitées – donnant souvent à des applications externes la permission d’y accéder, et suivant parfois une stratégie commerciale « interne ». Le contrôle de ces services sur les données personnelles des utilisateurs est facilité par le modèle technique sur lequel ils se basent, de type dit client/serveur. Avec des services tels que Google+ ouFacebook , chaque fois qu’un usager exécute une recherche ou met un album photo en ligne pour le montrer à ses amis, ces données sont envoyées aux serveurs de la firme, et téléchargées avant de rejoindre leur destinataire prévu, contribuant à façonner un Internet « concentré » autour de puissants centres de données appartenant aux fournisseurs de services. En revanche, le principe à la base des réseaux sociaux décentralisés (ou acentrés) est de laisser l’utilisateur du service maître de ses données, en lui donnant la possibilité d’héberger lui-même, sur son propre ordinateur, son profil, la liste de ses amis, les contenus numériques qu’il désire partager (textes, photos, vidéos). Soit les données ne quittent jamais la machine de l’utilisateur, soit elles le font en mode crypté, lors d’échanges directs, d’ordinateur à ordinateur, avec d’autres utilisateurs autorisés. Le modèle technique sous-jacent à ces applications répond à une logique de pair-à-pair (peer-to-peer , P2P) ; en éliminant les intermédiaires dans les activités de partage et de réseautage en ligne, des liens directs sont établis entre les utilisateurs, en reflétant au niveau de l’architecture technique le principe d’échange direct qui, dans un réseau social, motive les utilisateurs à partager. Les débuts décentralisés d’internet La mobilisation d’un modèle de réseau décentralisé – qui élimine la dualité entre le fournisseur de service et l’utilisateur, typique du modèle serveur/client, en la remplaçant par une situation où chaque client est aussi un serveur – loin d’être une nouveauté absolue, peut être considérée comme un retour aux origines de l’Internet. Depuis les débuts du « réseau des réseaux », en effet, le principe de décentralisation a été à la base des transmissions et communications qui y circulent. Pourtant, l’introduction du Web en 1990 a progressivement conduit à une large diffusion des modèles basés sur une architecture client-serveur ; les services Internet les plus répandus et les plus diffusés (réseaux sociaux, outils de messagerie instantanés, services de stockage de données numériques…) sont conçus à partir de modèles économiques et techniques dans lesquels l’utilisateur final demande une information, une donnée ou un service à de puissants centres de serveurs, qui stockent l’information et gèrent le trafic sur le réseau. Ainsi, même si sur internet le trafic fonctionne sur le principe de la distribution généralisée, il est aujourd’hui concentré autour de serveurs qui délivrent l’accès au contenu. Cependant, la décentralisation – la conception du réseau de manière à ce que les communications et les échanges aient lieu entre des nœuds jouant un rôle symétrique dans le système – demeure une des alternatives possibles, et peut-être celle qui est le plus à même d’assurer la durabilité du réseau internet. Diaspora* et ses frères Si la décentralisation des réseaux sociaux a pour la première fois trouvé un écho dans les médias avec l’histoire de Diaspora * – réseau où des ordinateurs totalement indépendants dits « graines » sont amenés à se connecter directement entre eux tout en abritant leur propre profil – nombre de projets relèvent actuellement le défi de créer le réseau social décentralisé qui puisse s’ériger à compétiteur crédible et fiable de Facebook. NoseRub est un protocole de réseau social décentralisé permettant aux utilisateurs du réseau de garder les informations de leur profil sur leurs propres terminaux, et à leurs terminaux d’interagir et de se synchroniser automatiquement. Le projet Appleseed , parti de la volonté de considérer l’utilisateur comme un «citoyen du net plutôt qu’un consommateur à cibler », est de nouveau sur les rails après des difficultés financières, et vise à construire un modèle de réseau distribué sur lequel le profil d’un site Appleseed soit capable de se lier avec un profil sur un autre site Appleseed, permettant une interaction directe entre les deux. En France, le projet Turbulences propose une solution technologique open-source, utilisable par une variété d’acteurs institutionnels et du secteur privé afin d’assembler et de lancer leur service de réseau social, intégré aux services en ligne existants au travers de protocoles et de standards libres. Une véritable alternative? L’« alternative  » proposée par ces projets de réseaux sociaux décentralisés prendra-t-elle suffisamment pied pour constituer un véritable défi pour le « géant » Facebook, le forçant à reconsidérer ses politiques de confidentialité souvent controversées et sa conception un peu inquiétante de « partage sans friction  » ? Le point d’interrogation principal concerne sans doute la réceptivité des utilisateurs à la possibilité de migrer non seulement vers une autre plate-forme, mais aussi vers une application dont la prise en main et les bénéfices d’utilisation sont peut-être moins immédiats, comportant la gestion en autonomie de son propre « petit serveur  ». Les critiques dont Facebook fait l’objet rendent pourtant la question légitime et intéressante, bien que sa réponse ne soit pas encore claire: après tout, en travaillant à faire coïncider les liens sociaux avec les liens de réseau, les différents projets qui expérimentent avec la décentralisation appliquée aux réseaux sociaux représentent peut-être la première réelle tentative d’optimisation, à la fois sociale et technique, des outils de réseautage social.

Example campaigns

integrated campaigns

eMail marketing

Emerging technologies to help your direct mail Direct Marketing By Frank Defino Jr. on April 01, 2011 in Share 24 Tweet J’aime 4 0 Print Share Comment Direct mail has always been part of a successful marketing strategy. But how can a business go one step further to increase both its response and its return rates while simultaneously improving the all-around customer experience? One area where marketers today are finding tremendous success is the development and deployment of personalized URLs (PURLs). PURLs have been gaining momentum over the past six years, and are starting to show up in more and more direct mail pieces today -- and for good reason. Frank Defino Jr. Contact More by author Marketers are beginning to hear impressive success stories about the attention gained by developing personalized landing pages (PURLS) as part of a marketing campaign. Some are generating response rates well over the two to three percent of traditional direct mail. Additionally, the online interaction that characterizes a PURL is easily tracked and therefore, easier to measure in terms of campaign ROI. The anatomy of a PURL A PURL is defined as a webpage -- or "microsite" -- tailored to an individual visitor through the use of variable fields and pages that is, in turn, linked to a database containing information about each potential visitor. For example, a consumer named Mary Smith will receive a direct mail postcard or other initial communication inviting her to visit her own personalized landing page, "" Get connected. Want to meet up with the companies that are leading direct marketing into the future? Check out the exhibit hall at ad:tech San Francisco, April 11-13. Learn more . Will Mary go to that page? Most likely she will, because one of the most appealing aspects of a PURL is the simple fact her name is part of the URL. Will she buy? She might, if she finds the initial offer appealing and relevant to her interest, which makes her more willing to answer the call to action presented at the personal landing page. The most successful PURL campaigns cater to consumers" personal preferences and are mindful of the quality of their experience at the site. It is important that the initial direct marketing piece is creative enough that the recipient cannot help but open it to see what"s inside before continuing on to the PURL itself. Then, once at the site, the subject must be something in which the customer has previously shown an interest. This makes the data a company has on its customer of vital importance, especially when it comes to making sure the information is up-to-date. Marketers are thus enabled to show that they know and care about their consumers as individuals which, in turn, keep them coming back for more. If done correctly, Mary will feel as though this experience was created specifically for her. Coupling PURLs with QR codes Along with integrating PURLS into the direct mail piece, quick response (QR) codes, too, have recently come on the scene and offer a number of benefits when it comes to creating compelling direct mail. QR codes originated in Japan years ago, and have made their way into the U.S. in the past three years. A QR code is a two-dimensional bar code that can appear in direct mailings, magazines, on signs, buses, business cards, or pretty much any object where users might need or like more information. They are easily scanned and read by a mobile phone with a camera and a mobile tagging application. Since smartphone sales are expected to outpace those of feature phones as early as next year, the sheer volume of customer opportunity indicates that code technology is worth review. They are fast gaining momentum, but still have so much more potential to be integrated into your marketing mix going forward because most consumers are still not quite used to using or seeing the technology. Adding a QR code to the printed piece will, at the very least, peak the interest of recipient who will want discover what a 2D barcode is all about. One of the most notable attributes of the QR code is its ability to tie together the print, mobile, and web channels to increase the response rates on multichannel marketing efforts. Since QR codes make it easy for people to jump from print to an interactive response, this intelligent tool can significantly add to the success of a campaign. Another benefit of this technology is that it offers the ability to lower the barriers often surrounding customer response, leading to an increase in overall campaign response rate. QR codes can make PURLs portable, since they can be embedded right into QR codes. The combination can be an effective and fun experience for both the seller and recipient of the direct mail campaign with the ability to provide upfront knowledge about a product and service for recipients to digest before they buy or take advantage of the offer. When a customer or prospect scans the code, they are taken directly to their personalized landing page. QR codes allow the recipient to access their individual PURL without the need to sit in front of a computer. By simply scanning the code with their smartphone, the prospect or customer is automatically directed to the personalized website, thus eliminating the chance of typos and decreasing the amount of effort required by the recipient to access the information. And because people are on the go, and many carry their phones with them at all times, this portability is ideal in increasing the response rate. Tracking and measuring success One of the biggest benefits of both PURLs and QR codes is they provide the ability to easily track which recipients visit their personalized pages and gather additional contact information about each individual. Furthermore, various software programs have been developed that will also record the amount of QR code scans per day, what time those scans took place, the location of the scans, and the type of device being used to scan the code. Every marketer knows there is nothing more important than being able to measure the success of a campaign. When traditional direct mail pieces go out, it is often difficult to tie them to sales or potential leads. However, the online interaction that characterizes a PURL or a QR code is easily tracked and therefore much easier to measure the campaign"s return on investment. When marketers can capture relevant customer data, it enables them to understand their customers and communicate with them on their terms. By adding PURL and QR code technology to the marketing mix, many businesses are trimming marketing costs, increasing ROI, and benefiting from the ability to have a continuous dialogue with a loyal customer base. Frank Defino Jr. is vice president and managing director of Tukaiz . On Twitter? Follow iMedia Connection at @iMediaTweet .

Changing consumer

relates to brands





Geosocial marketing - Social location marketing - location-based social marketing - LBSN

content marketing

B2B content marketing

Online targeting

Behavioral = OBA


engagement apps

Top 10 Facebook Apps for Fan Engagement and Building Community By Andrea Vahl Published December 13, 2011 Tweet Are you looking for ways to better engage Facebook fans and build your community ? These top 10 Facebook apps are, in my opinion, some of the most useful ones for pages when it comes to encouraging fan engagement and giving value to your community. They are also very easy to use. Some may be familiar to you, but you may find some new gems to try out . By the way, check out Top Ten Facebook Apps for Building Custom Tabs & Pages . If you are looking for a more comprehensive list, check out the one by Mari Smith: Top 75 Apps for Enhancing Your Facebook Page . #1: Fan of the Week for Pages Your fans like to be recognized. This application keeps track of participation on your Facebook page and then automatically posts a “shout out” to your fan of the week. The application is free for the basic message, but in this post, Club D’Ville has upgraded to the paid version to post a custom message that rewards the fan of the week even more with some free passes. Reward your fans with recognition or go a step further and give them some free goodies. The fan of the week application also adds a custom tab to your sidebar that features that week’s fan on the tab. To add it to your page, just go to and then choose the page to add it to. The app will automatically post to your page wall at the same time every week. Make sure you add the app to your page at the exact time you would like it to post . Enabling the Fan of the Week for Pages app is easy. #2: Booshaka Booshaka is another application that will highlight the fans who are participating on your page more often. When you install the application, a custom tab called Top Fans is added to your page. Fans get the most points for posting to your wall and they also receive points for comments and likes. Booshaka gives points for participation. You can view the stats of each fan listed to see how they have participated. The app gives a complete history of the fan’s activity on your page. To install Booshaka, just go to and click the blue Install button. They also have a Top Fans Pro version that rewards the top fans with perks. #3: NetworkedBlogs Facebook has changed the news feed algorithm, so it can be hard to keep track of what’s working and what’s not. But in recent news, Facebook appears to have changed its algorithm again so that third-party posting applications such as NetworkedBlogs, HootSuite, TweetDeck and others will not be hidden in the news feed. I have done my own research and have not found any collapsed posts from these applications, which is good news. Even though it’s always best for engagement and EdgeRank purposes to post manually on Facebook, sometimes a little automation can be helpful. NetworkedBlogs is an application that automatically posts your new blog posts to your Facebook wall. You can use it to post to your personal profile, your Facebook page and Twitter accounts . The application will pull in the title of the blog post, the first picture in the post (or a screen shot of your entire blog if there isn’t a picture) and the first few lines of the post. When someone clicks on the post, there are Share buttons at the top of the post to allow readers to easily share it with their networks . NetworkedBlogs automatically posts your new blog posts to your wall. I find the setup and navigation of NetworkedBlogs a little challenging, but there are help files. The easiest way to add NetworkedBlogs to your fan page is by going to and clicking on the Add to My Page link on the left sidebar. #4: Post Planner Sometimes you need to schedule your posts to your Facebook page. There are some scheduling tools such as SocialOomph, HootSuite or TweetDeck, but none has the capability to schedule posts with pictures or video . Post Planner can help with that. The tool does cost $4.95/month to post to pages, but having some peace of mind that you won’t forget to post at the perfect time can help. Always make sure you are engaging and checking back into the conversation. Post Planner also has a White Label version so you can customize the app name and send people who click on it to your website instead of to an application. Post Planner can schedule posts with pictures. The easiest way to install Post Planner is to go to . #5: YouTube If you have a YouTube channel, I recommend integrating it into your Facebook page so that people who come to your page can easily access your videos. There are many YouTube applications, but my favorite is YouTube for Pages by Involver . It’s easy to install, the layout is nice and it offers easy sharing. Your most recent video is automatically displayed as the largest. The application will not automatically post your newest video to the wall, but you can easily post it with just two clicks . The YouTube for Pages app prominently displays your most recent video The application is easy to install from and then click the Add to My Page link on the left sidebar. #6: Livestream Livestream is a great way to bring live video events to your Facebook page . The chat feature can make it more interactive with the audience. You can record the events for later viewing. Mari Smith"s recent Livestream broadcast. To add Livestream to your page, go to and click the green Get Started button. #7: ContactMe Make it easy for people to get in touch with you with a contact form on your Facebook page. With the ContactMe app, you can add many different fields and customize the form to suit your needs. Install the ContactMe form at . Customize the fields or just keep it basic with a name, email and message. #8: Constant Contact Many people wonder how to add a newsletter signup to their page . There are lots of ways that include iFrame apps and design. What I like about the Constant Contact application is that it is very simple to use. But it doesn’t allow for a lot of bells and whistles. You can add text to talk about your newsletter and even a picture as shown in the figure below. But for people who are intimidated by code and too much customization capability, this application can be just the ticket to add a newsletter signup if you use the Constant Contact email service. The Constant Contact Join my List app is easy to use. Get started at . Note: MailChimp also has a Facebook app for newsletter signup if you use their service: . #9: Scribd for Pages Scribd is a document-sharing service that makes it easy to upload and share PDF, DOC, XLS, JPG and PPT files. People often want to be able to share a document with their Facebook community . While you could upload the document to your website and share the link, the Scribd application allows people to easily view the document right in the tab and download it if they wish. Involver also developed Scribd for Pages, and the easiest way to install it is to go to . You can also access it by going . Add PowerPoint presentations, PDFs, pictures or Word documents that your audience can download. #10: Ecwid To open a storefront that operates within Facebook , add Ecwid to your page. Ecwid integrates with PayPal, Google Checkout, and several other payment processing options. Setting up a store is a little more involved than the other apps listed here, but can easily draw attention to your products and services. Ecwid has forums and very good customer support to help you on your way to becoming a social e-commerce pro. To get started, go to . Easily create your own storefront that integrates with your Facebook page. Applications can and should enhance your community’s experience with your Facebook page. They can also make your life easier with a little automation . What do you think? Have you tried these applications? What has been your experience? Share your questions and comments with us in the box below.


Heineken QR code