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Welcome
  TO THE BLOGZILLA REPORT. I’M DAVID
  ESRATI, PRESIDENT, CEO, FUTURIST,
  CHAIRMAN OF THE BOARD, CHIEF
  CREATIVE...
RULE # 1
   IT’S NOT ABOUT YOU,
   YOUR COMPANY, OR
   ABOUT HOW GREAT YOU
   ARE.
RULE # 2
CUSTOMERS ARE NOW IN
CONTROL.
    DO NOT MAKE THEM
   MAD [THEY CAN HURT
          YOU]
WAYS SITE ONLY 3
YOUR ARE
THEREPEOPLE COME TO
• You spendlinks to you. promoting
  your url. i.e.awww.sony.com
           ...
Search is critical
• 80% of internet traffic begins at a
  search engine.        source: Harris Interactive



• 41% of we...
GOOGLE IS ALL THAT
MATTERS                     85.7%



 NOTE: THESE STATS ARE BIASED BY:
   TYPE OF SITE, TYPE OF VIEWER,...
It’s not a search engine!
 • Google is a results engine
 • Results come from Cache
 • Algorithms predict what they think y...
Search = Use =
Commerce optimization”= voodoo
• “Search Engine
• How search engines rank
• “Sites” and front doors are now...
I Google, therefore I am.
What do these 2 have in common?
 BOTH ARE BLIND
How to get to #1 in
Google
• Alt tag for the blind
• Google alerts on key phrases
• Search your terms- write about top
  p...
If you think to do ad
agency hasyour this-
              a clue
about howfollowing.
watch the
The Itand TexasEat to easymoremanhad Riobuild it
The original song millionWhopper ingredientsfilm
  Theredumpcommericalhad...
How to evaluate your current site:
•   Go to google, type in: site:yourdomain.tld
•   Evaluate results- compare to your
  ...
What you have to do:
• Build a site that everyone for search
                             can use
• Understand and optimiz...
Why is community
important?
What is a Blog?
The word “blog” needs to
die a quick death.

   It is a website.
   Utilizing a sophisticated
   Content Management System...
•   Resides on a server running PHP, MySQL,
    Apache
•   Works best with Firefox
•   Requires no other software except a...
• Is an Open Source, Content Management
  System
• It is an actively driven database application
• RSS is included be incl...
THE “TOPWHY
SECRET” LOVES
REASON
GOOGLE
BLOGS FOR
CONTENT
MANAGEMENT
What a good site provides:
   • Global TV transmission(podcasts)
                             (embed video)
   • Global ne...
Why is it changing everything?
 • Democratizing media
 • Low cost entry to global markets
 • Exponential social networking...
THE WEB WILL REPLACE OR
       TRANSFORM
NEWSPAPERS TELEVISION MAGAZINES
BROCHURES RADIO DIRECT MAIL MOVIE
THEATERS REGULA...
The theory of the Long Tail is that our
culture and economy is increasingly shifting
away from a focus on a relatively sma...
• There audiences ways to reach
         will be limited
  mass
• Attention will be earned, or bought
• Personalization wi...
Common mistakes
• Static entry page, staticadds motion and
                            content
• Flash- a language that
  ...
Web 2.0 concepts
  • Content is separate from presentation
  • Community is key
  • Your customers control your brand
  • ...
Either join Communities-
or have your own
• AOL, Yahoo groups, Craigslist
• Wikis, BB’s, NewsGroups
• Social networks: MyS...
Open Source
Code/Lifestyle add to, enhance
 • Free to use, modify,
 • Manyofdevelopers, working correlates to
            ...
Cluetrain Manifesto Thesis #12:
quot;There are no secrets. The networked market
knows more than companies do about their
o...
In the end, it’s all about content:

  The holy grail of the Internet.
Writing for an audience
• Candor
according to Seth Godin:
• Urgency
• Timeliness
• Pithiness
• Controversy
• Utility
Promoting your site
  • Links
  • Comments on others sites
  • E-mail signatures
  • Online communities
  • Traditional media
How is your online
health?
 • Is the content customer focused?
 • Is your content updatedconsistent?
                     ...
Is your site the first
place about your to
learn people look
company?
Thank you.




   www.thenextwave.biz
David Esrati, The Blogzilla Report- Fact, Fiction Fear: The Monster of the Internet Explored
David Esrati, The Blogzilla Report- Fact, Fiction Fear: The Monster of the Internet Explored
David Esrati, The Blogzilla Report- Fact, Fiction Fear: The Monster of the Internet Explored
David Esrati, The Blogzilla Report- Fact, Fiction Fear: The Monster of the Internet Explored
David Esrati, The Blogzilla Report- Fact, Fiction Fear: The Monster of the Internet Explored
David Esrati, The Blogzilla Report- Fact, Fiction Fear: The Monster of the Internet Explored
David Esrati, The Blogzilla Report- Fact, Fiction Fear: The Monster of the Internet Explored
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

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

  1. 1. QuickTime™ and a H.264 decompressor are needed to see this picture.
  2. 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. 3. RULE # 1 IT’S NOT ABOUT YOU, YOUR COMPANY, OR ABOUT HOW GREAT YOU ARE.
  4. 4. RULE # 2 CUSTOMERS ARE NOW IN CONTROL. DO NOT MAKE THEM MAD [THEY CAN HURT YOU]
  5. 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. 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. 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. 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. 9. Search = Use = Commerce optimization”= voodoo • “Search Engine • How search engines rank • “Sites” and front doors are now history
  10. 10. I Google, therefore I am.
  11. 11. What do these 2 have in common? BOTH ARE BLIND
  12. 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. 13. If you think to do ad agency hasyour this- a clue about howfollowing. watch the
  14. 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. 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. 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. 17. Why is community important?
  18. 18. What is a Blog?
  19. 19. The word “blog” needs to die a quick death. It is a website. Utilizing a sophisticated Content Management System (CMS)
  20. 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. 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. 22. THE “TOPWHY SECRET” LOVES REASON GOOGLE BLOGS FOR CONTENT MANAGEMENT
  23. 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. 24. Why is it changing everything? • Democratizing media • Low cost entry to global markets • Exponential social networking • Information is power • Bits not atoms
  25. 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. 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. 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. 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. 29. Web 2.0 concepts • Content is separate from presentation • Community is key • Your customers control your brand • Long tail
  30. 30. Either join Communities- or have your own • AOL, Yahoo groups, Craigslist • Wikis, BB’s, NewsGroups • Social networks: MySpace, Linkedin • Etiquette
  31. 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. 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. 33. In the end, it’s all about content: The holy grail of the Internet.
  34. 34. Writing for an audience • Candor according to Seth Godin: • Urgency • Timeliness • Pithiness • Controversy • Utility
  35. 35. Promoting your site • Links • Comments on others sites • E-mail signatures • Online communities • Traditional media
  36. 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. 37. Is your site the first place about your to learn people look company?
  38. 38. Thank you. www.thenextwave.biz
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