David Esrati, The Blogzilla Report- Fact, Fiction Fear: The Monster of the Internet Explored
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David Esrati, The Blogzilla Report- Fact, Fiction Fear: The Monster of the Internet Explored Presentation Transcript

  • 1. QuickTime™ and a H.264 decompressor are needed to see this picture.
  • 2. Welcome TO THE BLOGZILLA REPORT. I’M DAVID ESRATI, PRESIDENT, CEO, FUTURIST, CHAIRMAN OF THE BOARD, CHIEF CREATIVE OFFICER OF THE WORLDS GREATEST AD AGENCY: THE NEXT WAVE. I’LL SPEND THE NEXT HOUR TALKING ABOUT MYSELF AND MY COMPANY AND HOW GREAT WE ARE.
  • 3. RULE # 1 IT’S NOT ABOUT YOU, YOUR COMPANY, OR ABOUT HOW GREAT YOU ARE.
  • 4. RULE # 2 CUSTOMERS ARE NOW IN CONTROL. DO NOT MAKE THEM MAD [THEY CAN HURT YOU]
  • 5. WAYS SITE ONLY 3 YOUR ARE THEREPEOPLE COME TO • You spendlinks to you. promoting your url. i.e.awww.sony.com lot of money • Someone • Search
  • 6. 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
  • 7. GOOGLE IS ALL THAT MATTERS 85.7% NOTE: THESE STATS ARE BIASED BY: TYPE OF SITE, TYPE OF VIEWER, TECHNOLOGY USED. GOOGLE IS CURRENTLY GROWING FASTER THAN ANY OTHER SEARCH ENGINE.
  • 8. It’s not a search engine! • Google is a results engine • Results come from Cache • Algorithms predict what they think you want • 2 types of results: paid and organic • Page rank changes often
  • 9. Search = Use = Commerce optimization”= voodoo • “Search Engine • How search engines rank • “Sites” and front doors are now history
  • 10. I Google, therefore I am.
  • 11. What do these 2 have in common? BOTH ARE BLIND
  • 12. How to get to #1 in Google • Alt tag for the blind • Google alerts on key phrases • Search your terms- write about top posts • Use Categories smartly • Update often
  • 13. If you think to do ad agency hasyour this- a clue about howfollowing. watch the
  • 14. The Itand TexasEat to easymoremanhad Riobuild it The original song millionWhopper ingredientsfilm TheredumpcommericalhadLyricson“I into toship Streetsnot noBurger Rio-beto be run it happy The This make likeHelen Reddy inam Woman” newwas truck hadKingto find are... by are... was and freewaysto sobroughtthe net? Spend a millionsman,filmed The double a dollars to make it created it make franchisees spend was was they closed BK in
  • 15. 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?
  • 16. What you have to do: • Build a site that everyone for search can use • Understand and optimize customers • Create community withyourself your • Maintain and update it • Outsmart yourmoney competition • Save a ton of
  • 17. Why is community important?
  • 18. What is a Blog?
  • 19. The word “blog” needs to die a quick death. It is a website. Utilizing a sophisticated Content Management System (CMS)
  • 20. • Resides on a server running PHP, MySQL, Apache • Works best with Firefox • Requires no other software except a browser • Allows multiple authors • Creates legal code automatically (no code to learn) • Uses CSS for themes
  • 21. • Is an Open Source, Content Management System • It is an actively driven database application • RSS is included be included • Community canEngines, everytime you • It pings Search post
  • 22. THE “TOPWHY SECRET” LOVES REASON GOOGLE BLOGS FOR CONTENT MANAGEMENT
  • 23. What a good site provides: • Global TV transmission(podcasts) (embed video) • Global newspaper (standard content) radio broadcast • Global instantly (rss alerts readers) • Distributed • 2-way communication with your audience (feedback through comments, trackbacks and tracking through stats)
  • 24. Why is it changing everything? • Democratizing media • Low cost entry to global markets • Exponential social networking • Information is power • Bits not atoms
  • 25. THE WEB WILL REPLACE OR TRANSFORM NEWSPAPERS TELEVISION MAGAZINES BROCHURES RADIO DIRECT MAIL MOVIE THEATERS REGULAR MAIL TELEPHONE BOOKS TEXTBOOKS LIBRARIES BOOKSTORES BOOKS SCRAPBOOKS SHOPPING MUSEUMS ADVERTISING
  • 26. The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of quot;hitsquot; (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers.
  • 27. • There audiences ways to reach will be limited mass • Attention will be earned, or bought • Personalization will be the norm • Relationships will be everything • Trust is implicit
  • 28. Common mistakes • Static entry page, staticadds motion and content • Flash- a language that sound • Removing content (or moving it) • Not updating often • Navigation (no search)
  • 29. Web 2.0 concepts • Content is separate from presentation • Community is key • Your customers control your brand • Long tail
  • 30. Either join Communities- or have your own • AOL, Yahoo groups, Craigslist • Wikis, BB’s, NewsGroups • Social networks: MySpace, Linkedin • Etiquette
  • 31. Open Source Code/Lifestyle add to, enhance • Free to use, modify, • Manyofdevelopers, working correlates to for love • Size community usually quality • Becoming a way of life
  • 32. 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;
  • 33. In the end, it’s all about content: The holy grail of the Internet.
  • 34. Writing for an audience • Candor according to Seth Godin: • Urgency • Timeliness • Pithiness • Controversy • Utility
  • 35. Promoting your site • Links • Comments on others sites • E-mail signatures • Online communities • Traditional media
  • 36. How is your online health? • Is the content customer focused? • Is your content updatedconsistent? often? • Is your brand messagestats daily? • Are you checkingsaying about you? your • What are peopleavailable online? • Are all your ads
  • 37. Is your site the first place about your to learn people look company?
  • 38. Thank you. www.thenextwave.biz