Yankeelov

Search and Social Networking for Satisfaction Presented By: Dawn Marie Yankeelov, ASPectx dawny@aspectx.com www.aspectx.com Date: Oct. 15, 2007

Questions We Will Explore • What is Googzilla up to doing? • What’s new or newly updated in the social networking landscape? • Where are traditional services inside PR/Marcom functions headed and how to make the most of them? • What matters at the end of your day? www.aspectx.com; 2 dawny@aspectx.com

The Facts Ma’am • 3/4ths of senior executives and managers spend more than half their time using technology. Almost one-quarter (23%) spend between 70 and 80 percent of their time using it, and 18 percent spend between 81 and 90 percent of their time. 50 percent thought that time spent was the right amount. – NFI Research, August 2007 • 60 to 80 percent of all Internet traffic from the US is Google, depending on your sources. That rises to 85% for Europe. Part of that number is referring traffic by search engines controlled by Google: AOL, Devilfinder, Easytofind.com, Metasearch tools such as DogPile. – ComScore, Nielsen NetRatings, Google’s own statistics www.aspectx.com; 3 dawny@aspectx.com

Question of the Hour Is it significant if 60 to 80 percent of your traffic to your website, blog, or other internet-based social media falls out of favor? Notice 1.1 Billion Web Users+ Time to Watch Google. www.aspectx.com; 4 dawny@aspectx.com

The PSE Iceberg • 20 percent of the changes are now already out there • Initial targets: science, telcom, education, technology, medical diagnostics, travel, real estate • Large player advantage—what’s your client’s special relationship with Google? www.aspectx.com; 5 dawny@aspectx.com

Limited Dataset Blessings www.aspectx.com; 6 dawny@aspectx.com

Google the “GodFather” •Structured data, parsed, and converted •Preferred choices to get answers •Large player advantage or “special” relationships www.aspectx.com; 7 dawny@aspectx.com

Google Way or the Highway • Proper indexing importance rises/new techniques for SEO www.aspectx.com; 8 dawny@aspectx.com

Be in the Clustered Drilldown www.aspectx.com; 9 dawny@aspectx.com

Back to Might is Right: Single Vendor www.aspectx.com; 10 dawny@aspectx.com

www.aspectx.com; 11 dawny@aspectx.com

Googzilla hides in plain site • Bidding on wireless spectrum • Predictive Mobile Search: Doubly Lucky • Finance/universal shopping: Checkout.google.com • Ecommerce/sell it: base.google.com takes out Ebay • Local Search/find it: www.google.co.uk/googlespace/ • Video Distribution: UTube • Publishing: scholar.google.com • Google Gears www.aspectx.com; 12 dawny@aspectx.com

Takeaways • Critical to know what Googzilla is up to doing • SEO strategies based on changes • Be aware of PR implications: less for the little guy, more tactical advantages required • Niche, niche, niche www.aspectx.com; 13 dawny@aspectx.com

Extended Reach Beyond Google • People Community • Relationship Management • Introductions • Ranking and Relevance: from search into social media • Gone Mobile www.aspectx.com; 14 dawny@aspectx.com

Going on a Manhunt:Tools • Spock: NEW: data rationalization, 100 Mil • Zoominfo: recruiting and internal search • Cambridge Who’s Who: private specials • Gleamd: voting on others • Fast Pitch: self-generation promo • Latino AIM Pages: virtual ethnography www.aspectx.com; 15 dawny@aspectx.com

Spock www.aspectx.com; 16 dawny@aspectx.com

GleamD www.aspectx.com; 17 dawny@aspectx.com

ZoomInfo 4 Million Monthly Visitors ZoomInfo Power Search 1,700 customers www.aspectx.com; 18 dawny@aspectx.com

Cambridge Who’s Who www.aspectx.com; 19 dawny@aspectx.com

Fast Pitch www.aspectx.com; 20 dawny@aspectx.com

Shameless Self Promotion www.aspectx.com; 21 dawny@aspectx.com

Q of Social Portability 1. Plaxo Social Graph 2. Dopplr.com 3. Facebook www.aspectx.com; 22 dawny@aspectx.com

Semantic Web • The Power of Tagging • Context versus Content • Empowering machines and humans to know what to do • From ZoomInfo product manager: “Lightbulbs knowing its time to be changed automatically and moving to that automatic action…” www.aspectx.com; 23 dawny@aspectx.com

Takeaway • FINDING PEOPLE IS IMPORTANT! – Consider the Effort Now of Building an Expert from a PR Point of View – People Rank as Much as Their Corporations – Moving Executive Information Becomes Critical for PR People www.aspectx.com; 24 dawny@aspectx.com

What’s Old is New: Guerilla Marketing (Build It They Will Come) • User Engagement and Utility – Linked In-reunion approach – Facebook as Platform-personalized apps – iGoogle- personalized PageRank, Gadget maker • Power Networking Candies – Pownce – Jigsaw – Conduit www.aspectx.com; 25 dawny@aspectx.com

Linked In www.aspectx.com; 26 dawny@aspectx.com

Linked In www.aspectx.com; 27 dawny@aspectx.com

What’s happening at Facebook? www.aspectx.com; 29 dawny@aspectx.com

iGoogle • Introduced in 2005 • New for 2007 Gadget Maker • Personalized PageRank www.aspectx.com; 30 dawny@aspectx.com

Power Networking Candies www.aspectx.com; 31 dawny@aspectx.com

Pownce www.aspectx.com; 32 dawny@aspectx.com

Community at the Bar www.aspectx.com; 33 dawny@aspectx.com

Takeaway • Connections are Accessible in Niche Groups • Ability to Be Found Has Increased • Still Work to Make Sense of Data Out There • Data Needs to Be Intelligence www.aspectx.com; 34 dawny@aspectx.com

Commodization of Traditional Services • Automation for Customer Relationship Management has caused cookie cutter, task-driven software for small business • Business Process Management has generated community participation • Web 2.0 for tech smart with voice channels, transparent ad overlays on video, and local search • Here comes Enterprise 2.0 www.aspectx.com; 35 dawny@aspectx.com

Social Architecture www.aspectx.com; 36 dawny@aspectx.com

Enterprise 2.0 Only 15% of corporate environments have blogs, or wiki opportunities for employees -June 2007 --Social Computing Magazine, Editor Dion Hinchcliffe www.aspectx.com; 37 dawny@aspectx.com

Send Out Cards www.aspectx.com; 38 dawny@aspectx.com

Spotrunner.com www.aspectx.com; 39 dawny@aspectx.com

Click4talk.com www.aspectx.com; 40 dawny@aspectx.com

Emotional intelligence in business intelligence tools • Commoditization means doing our thinking for us and batching it out • Low price points – Aggregated answers from web survey says – Aggregated answers from internal scraping • It works until….you really need the human mind…… www.aspectx.com; 41 dawny@aspectx.com

Vilox: newcomer Agile Business Intelligence www.aspectx.com; 42 dawny@aspectx.com

Market Influence Analytics (text mining) • Collective Intellect –real time for corporate • Buzz Logic • Nielsen Buzz Metrics – 900 lb. gorilla • Cymphony www.aspectx.com; 43 dawny@aspectx.com

Collective Intellect • Real-time for corporate reputation • Campaign tracking www.aspectx.com; 45 dawny@aspectx.com

Takeaway • More Commoditization is Coming • Work Smarter, Not Harder • Your Mind is a Terrible Thing to Waste • People Have the Final Say • The Human Race is the The One That Will Win www.aspectx.com; 46 dawny@aspectx.com

In the Final Analysis • Communication Begins with Listening • Time is Money; Let the Tool Do the Task • Be Strategic, Tactics Can Be Had • Human Processing Still Beats Machine Processing for Relevance and Prioritization • Creative Services are a Growth Category— double digits • YOU CANNOT BE REPLACED!!!! www.aspectx.com; 47 dawny@aspectx.com

Contact Information Marketing PR Competitive Intelligence Business Development Web Consulting Dawn Marie Yankeelov, President of ASPectx 7003 Harrods Landing Dr. Prospect, KY 40059 www.aspectx.com dawny@aspectx.com www.aspectx.com; 48 dawny@aspectx.com

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