Archive for category search engine
A while back, Facebook introduced Twitter-esque @ tagging, allowing users to mention specific people in posts and status messages. Now Facebook has expanded that same functionality to include comments. The update also provides users with a notification when someone tags them, the same way Facebook notifies you about — well, about nearly everything.
The use of “@ mention tagging” is one of the tactics I teach my clients to use. It is one of the fastest ways to get your status post to show up on someone’s wall, and by that I mean their fiend list. Now with the instruction of @ mentions on comments we can even push this further then before. This comes in very handy since the share button is no longer visible on our page updates. I think I need to get my clients on a conference call and retrain them on this new capability.
This exercise is about Marketing Reach. And this introduction of comment @ mention’s now opens up any status update to increase your brand awareness. Also let me say, this is not about spam either, remember your comments can be deleted by the status author and they can remove you from their list as well.
Here are some ideas, and remember you need to switch to the ‘fan page author’ so your fan page get’s the credit for the comment:
- Affinities - If you know that one of your fans has in interesting or passion in something you have run across, you make a comment with and @ mention to that fan and your fan page is then showing up on their wall and to their friends.
- Awareness - something new that you find and want to share it with specific fans, especially very active fans, you make a comment with and @ mention to that fan and your fan page is then showing up on their wall and to their friends.
- Praise - share the love so you make a comment with and @ mention to that fan and your fan page is then showing up on their wall and to their friends.
I’m sure there are other applications. Please share with me your ideas on how your are using this new capability.
LinkedIn has introduced a news aggregation service called LinkedIn Today. This delivers a personalized news experience, letting you quickly discover the top headlines of the day based around what your connections and industry peers are reading and sharing.
Well this really isn’t much of a surprise, but it is a feature I think is long overdue. Anyone that has a large network will tell you that it’s difficult to keep up with what everyone thinks is important. We started receiving emails with the ‘top stories’ from our networks some time ago. I really thought that new email was helpful. Now if they can merge in my delicious and stumbledupon and (name your tagging tool here) to this mix and make it contextual based on something you also have deemed important then we are well on our way to heading to web 3.0, in my opinion.
Either way, this is a welcome add on to LinkedIn and I look forward to the tool’s growth in capability and features.
One of the blog authors I read frequently is Matt Hames at his blog “People like to share“. Recently he threw out a blog post that seemed to challenge my chosen profession of Internet Marketing. The post was “5 reason why online marketing sucks“. Now besides the title catching my eyes, some of the content was equally abrasive. Now let me say this, if you come from the print world, his thoughts might be exactly what your are thinking and seem normal. For someone like me that has come up the ranks in the internet only path I found his items lacking.
So rather then attack Matt’s prejudiced and bias post towards those of us in the internet space I thought I would spend some time explaining why I love the online marketing realm and why I think it is the future of our industry called marketing.
Reason 1: Speed of Feedback = Reaction Speed
I love the fact that I can put out an internet ad on Google or Yahoo and within a day I can start making adjustments. I can test titles, graphics, copy, landing pages. I know based on impression rates how many eyes have seen the ad. Once they land on my ad landing page I can track what they do and where they went on my site by telling a story and adding action items at different points of the story, thus giving me valuable information about what engages the visitor. I know how many people have clicked on the ad. I know what phrases they used to search the internet that introduced them to my ad and land on my page for that ad. I love the speed of feedback. I can make changes to my world while my print counterparts are still wondering how bad their campaign was with some 0.000000000000003 conversion rate.
Reason 2: Pay Per Click
Most of my clients are small and thus are trying to compete in the world of the big boys, mostly national or regional players. Yes, 75% of my time is building guerrilla marketing campaigns for these small businesses using internet advertising that the larger competitors don’t see as relevant or worth much to them. I have very little buying power when it comes to the print world for my clients to compete against the larger companies. The pay-per-click (PPC) tools provided by Google, Yahoo, and the likes, provide a low cost to entry model that when coupled with geo-targeting allows for many local and small companies to gain market share in their realm of influence.
Reason 3: Measurements mean Change
I laugh at some of the dollars spent in the print world as well as the deadlines they must meet to get in a publication’s print run. In the non-online marketing world you have to spend a lot of money up front to generate your campaigns for print, TV, radio, billboard, wrap-around vehicle ads, etc. Because these contracts are written for multi-year commitments you can have a real campaign STINKER like McDonald’s “I’m Love’n it” last much longer then it ever should. You would have to find a large number of bad web sites on the internet ether floating around to compare to just that one example of a complete embarrassment of a marketing campaign built around a bad tag line.
In the online marketing space, owners of web sites can change agencies quickly and adjust at speeds the non-online marketers fear with all their souls. Is it any wonder you see the attacks on the on-line marketing world coming from those that would love to see the status quo remain the same?
Reason 4: Multiple Tools in the Toolbox
I can agree with Matt that certain online tools are used for the wrong reasons. I for one don’ t use email marketing for prospecting new leads. I use email marketing for retention marketing and increasing the “share of wallet”. I explain to my clients that all the different things you can do on the internet are but tools in the toolbox. We listen to the desires of the client, build the measurement expectations, then implement the plan based on the best tools for the job.
I often explain that a client demanding a web site as the solution to all their problem is the same as demanding that your home builder only use a hammer to build your entire home. No tape measures, no ladders, no saws, no plumb lines. Just a hammer. They quickly realize that they would never demand this limitation on their builder and often then come to the conclusion that they should allow me to quote the job based on the tools I think I’ll need to complete their request.
Reason 5: Competition for Customers drive Innovation
Matt brings up a great ‘one click away’ discussion but online marketers tend to look at it differently. We understand that we only have a few seconds (most will say 3 seconds) to engage with a prospect or client or they are ‘one click away’ from going to a competitor site. This often drives more ‘creative’ tactics to come to the marketplace at faster rates then some would like. It does tend to cause us to look at impulse and emotions more then someone who has the time to tell a story. We assume our web site landing pages will continue the interaction and tell the story. It does also allow for some poor choices to be made but go back to Reason 1 to understand why I don’t care. If I’m not making the numbers I expect within the first 48 hours of a new text or banner ad, I’m already working on an A/B test to see what I can do differently. The next 48 hours will be better then the first 48 hours, I guarantee. Let’s see … how long does it take to change a billboard, magazine ad, TV commercial, etc?
With all the advancements on the internet, I’m surprised the print marketing world is even around. As more and more people drop their magazine, newspaper, and newsletter subscriptions and reduce their TV consumption, they begin to use their electronic readers and on-demand viewing devices. I would think that the print and TV world would be worried about their business models ….. oh, wait, THEY ARE!
We know the Holidays are just around the corner when Direct Marketing magazines start their year end tradition of telling the retailers how to improve their sites for the up-coming on-line shopping season. (Forget the fact that Christmas displays are going up, retailers need the magazines to tell them) I recently read a great article by Ken Burke in Target Marketing. He provides a great example (knowing or unknowingly I don’t know) of how the Direct Marketing crowds look at web sites versus how Internet Marketing Specialists look at web sites.
Five Best Practices for the Holidays
All of Mr Burke’s recommendations are dead on. I think he writes a compelling reason for each and provides language that matches his audience. Below are the five key points of his article. You can read the entire article at .com
- Improve Internal Site Search Performances
- Improve Product Page Conversion
- Reduce “One-and-Outs”
- For the Holidays, Give Shipping and Delivery Center Stage
- Promote Worry-Free Shopping
As I stated above, Mr Burke has sound advice. I like the Target Marketing magazine. It’s one of the few magazines I refuse to let me wife throw away before I get a chance to read it. (The USPS has a special truck just for magazine deliveries to my home office …. just kidding)
Think TAX Day (US April 15)
Now let’s assume I’m your tax accountant. Every small business in the US files quarterly, and the really lucky ones get to file monthly! (Sarcasm intended) Two months before our nation’s citizens begin to spend billions of dollars on tax services for that fateful day, I send you an email stating it’s time to start thinking about your taxes. I layout a well thought out plan of attack on what you need to do in the next two months to capitalize on the tax credits and new filling regulations for the April 15th deadline. So how long would I be your tax accountant?
, let’s say we were to follow Mr. Burke’s advice ALL YEAR LONG! (Which is what I’m recommending you do!) Your organization could focus it attention on the true benefit of all your hard work ….. increase reach. With the knowledge you have a very well designed web site and a web site with great conversion potential, this is the time of year you should be kicking up the Pay-Per-Click (PPC) advertising. You would be finding email newsletters and purchasing ad space. Increase your spending in tower and banner ads. These items would increase the holiday profits for more.
Oh, and for those of you who find yourself in November and are beginning to ask these questions, do the best you can for this holiday season but really start thinking about 2009.
abandon rate, banner ads, best practices, eCommerce, email newsletters, Holiday Shopping, marketing reach, On-line Sales, Page Conversion, Pay-Per-Click, PPC, Shipping and Delivery, Site Search, tower ads, Worry-Free Shopping
Fist of all, I wish this cuil.com crew nothing but the best. I’m a big fan of competition, and want to see advances in this field of search engines and search marketing. I think it will only happen when pressure is applied by these types of companies, so I support them as best I can. Now, that said ….
OK, bravado is nice. I like the attitude, but biggest?
I did some very basic searches, mostly my name to my company name along with some of the phrases I’m monitoring for my clients and the results were light compared to the legacy search engines. There is no comparison really at this time. Cuil is definitely collecting info from blogs, but even that was light. I’m sure it will continue to grow and I will check on it periodically.
Some of the features they are supporting at this time:
- Drill Down
- Roll-Over Definitions
- Navigation Suggestions
Somewhere I saw a Firefox add on for Cuil, if I find that I’ll add it as well and see if that works as well. (Oddly, I did a search for it on Cuil and couldn’t find anything about it.)
(Strange, I’m getting a lot of hits on this page based on the misspelled name Culi also, but not sure why?)
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- Google+ Local: Taking over Places?
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