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Blogzilla presentation DocTrain/East
 

Blogzilla presentation DocTrain/East

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Managing your companies content using DITA is one thing- managing your brand communications and responding to customers is another. When customers are looking to solve problems- the first thing they ...

Managing your companies content using DITA is one thing- managing your brand communications and responding to customers is another. When customers are looking to solve problems- the first thing they use is Google- and this presentation introduces how to use an Open Source CMS to deliver answers fast- while you are working on DITA compliant data which takes a little longer

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    Blogzilla presentation DocTrain/East Blogzilla presentation DocTrain/East Presentation Transcript

    • Welcome BLOGZILLA www.thenextwave.biz Friday, October 31, 2008
    • Friday, October 31, 2008
    • Welcome YOU JUST CLICKED INTO AN HOUR LONG PRESENTATION ALL ABOUT ME, MY COMPANY, MY SERVICES, AND MY OVER-INFLATED SELF- WORTH. I’M SURE YOU WILL COME BACK AGAIN AND AGAIN TO HEAR ME TALK ALL ABOUT MYSELF (ALWAYS IN THE THIRD PERSON) AND HOW GREAT I AM. AND THIS INTRO WILL NEVER CHANGE. Friday, October 31, 2008
    • RULE # 1 IT’S NOT ABOUT YOU, YOUR COMPANY, OR ABOUT HOW GREAT YOU ARE. Friday, October 31, 2008
    • RULE # 2 CUSTOMERS ARE NOW IN CONTROL. DO NOT MAKE THEM MAD [THEY CAN HURT YOU] Friday, October 31, 2008
    • First there was Dell Hell... Friday, October 31, 2008
    • Comcast is getting religion Friday, October 31, 2008
    • THERE ARE ONLY 4 WAYS PEOPLE COME TO YOUR SITE • You spend awww.sony.com your url. i.e. lot of money promoting • Someone links to you. • Search • RSS Friday, October 31, 2008
    • Search is critical • 80% of internet traffic begins at a search engine. source: Harris Interactive • 41% of web users use search for simple navigation, even when they know the url source: DoubleClick Friday, October 31, 2008
    • Friday, October 31, 2008
    • GOOGLE IS ALL THAT 93.2% MATTERS NOTE: THESE STATS ARE BIASED BY: TYPE OF SITE, TYPE OF VIEWER, TECHNOLOGY USED. GOOGLE IS CURRENTLY GROWING FASTER THAN ANY OTHER SEARCH ENGINE. Friday, October 31, 2008
    • • Originally called “BackRub” • “Page Rank” = Larry Page’s algorithm • Bill Gross had the big revenue idea • Customer experience is paramount Friday, October 31, 2008
    • It’s not a search engine! • Google is a results engine • Results come from Cache • Algorithms predict what they think you want • Page rank changes often • 2 types of results: paid and organic Friday, October 31, 2008
    • Paid Placement vs. Organic 20% of clicks Remaining 10% go to the other links, abandonment,clicks a 70% of or new query Friday, October 31, 2008
    • Search = Use = Commerce • “Search Engine optimization”= voodoo • “Sites” and front doors are now history • Google isn’t a beauty contest I Google, therefore I am. Friday, October 31, 2008
    • How to evaluate your current site: • Go to google, type in: site:yourdomain.tld • Evaluate results- compare to your competition • Can you bookmark every single page? • Is there an RSS feed? • Is there a place for your customers to contribute? • Do you have webstats? Do you check them? • Is there a search box Friday, October 31, 2008
    • What you have to do: • Build a site that everyone can use • Understand and optimize for search • Create community with your customers • Maintain and update it yourself • Outsmart your competition • Save a ton of money Friday, October 31, 2008
    • What is a Blog? weB LOG Friday, October 31, 2008
    • I hate the word blog and wish it would DIE. It is a website. Utilizing a sophisticated Content Management System (CMS) Friday, October 31, 2008
    • • Makes making posts easy: Press This • Easy to categorize (Table of Contents) • Easy to tag (index) • Allows multiple authors- and privileges • Creates legal code automatically (no code to learn) • Easy trackbacks • Pingomatic Friday, October 31, 2008
    • 10 tips to get to the first page: • Categories as search terms • Search your terms- then write about top pages • Google Alerts on terms • Directory of your competition • Describe every jpg, mov, mp3 for a blind person • Watch your stats for keyword trends- react fast • Comment, and follow incoming links backwards • Stay on topic, in character • Interact with customers • Solve customer’s problems Friday, October 31, 2008
    • Writing for an audience according to Seth Godin: • Candor • Urgency • Timeliness • Pithiness • Controversy • Utility Friday, October 31, 2008
    • Common no-no’s • Static entry page, static content • Flash- a language that adds motion and sound never gets updated • Removing content (or moving it) • Not updating often • Censorship instead of rectification Friday, October 31, 2008
    • Web 2.0 concepts • Content is separate from presentation • Community is key • Your customers control your brand • Long tail Friday, October 31, 2008
    • Cluetrain Manifesto Thesis #12: quot;There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.quot; Friday, October 31, 2008
    • How is your online health? • Is the content customer focused? • Is your content updated often? • Is your brand message consistent? • Are you checking your stats daily? • What are people saying about you? • Are all your ads available online? Friday, October 31, 2008
    • Is your site the first place people look to learn about your company? Friday, October 31, 2008
    • If it’s not, you’re not doing your job. Friday, October 31, 2008
    • Thank you. David Esrati 937.228.4433 TheNextWave.biz www.websitetology.com Friday, October 31, 2008