This document provides tips and strategies for creating an effective website and online presence, including: 1) Focus on creating high-quality, frequently updated content for customers rather than self-promotion. Interact with online communities to build relationships. 2) Websites should be search engine optimized and allow two-way communication through features like comments and user contributions. Customers now control brands online. 3) Maintaining an online community and customer focused content is key as attention must be earned. Personalization, trust and relationships will be increasingly important online.

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3. 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.

4. RULE # 1
IT’S NOT ABOUT YOU,
YOUR COMPANY, OR
ABOUT HOW GREAT YOU
ARE.

5. RULE # 2
CUSTOMERS ARE NOW IN
CONTROL.
DO NOT MAKE THEM
MAD [THEY CAN HURT
YOU]

6. 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

7. 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

9. 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.

10. 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

11. Search = Use =
Commerce optimization”= voodoo
• “Search Engine
• How search engines rank
• “Sites” and front doors are now history

12. I Google, therefore I am.

13. What do these 2 have in common?
BOTH ARE BLIND

14. 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

15. If you think to do ad
agency hasyour this-
a clue
about howfollowing.
watch the

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17. 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?

18. 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

19. Why is community
important?

21. What is a Blog?

22. The word “blog” needs to
die a quick death.
It is a website.
Utilizing a sophisticated
Content Management System
(CMS)

23. • 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

24. • 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

25. THE “TOPWHY
SECRET” LOVES
REASON
GOOGLE
BLOGS FOR
CONTENT
MANAGEMENT

26. 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)

27. Why is it changing everything?
• Democratizing media
• Low cost entry to global markets
• Exponential social networking
• Information is power
• Bits not atoms

29. 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

30. 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.

35. • 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

36. 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)

37. Web 2.0 concepts
• Content is separate from presentation
• Community is key
• Your customers control your brand
• Long tail

38. Either join Communities-
or have your own
• AOL, Yahoo groups, Craigslist
• Wikis, BB’s, NewsGroups
• Social networks: MySpace, Linkedin
• Etiquette

39. 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

40. 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;

41. In the end, it’s all about content:
The holy grail of the Internet.

42. Writing for an audience
• Candor
according to Seth Godin:
• Urgency
• Timeliness
• Pithiness
• Controversy
• Utility

43. Promoting your site
• Links
• Comments on others sites
• E-mail signatures
• Online communities
• Traditional media

44. 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

45. Is your site the first
place about your to
learn people look
company?

46. Thank you.
www.thenextwave.biz