- The document discusses trends in search engines, social networking, and how companies can leverage these tools for marketing and PR purposes. It notes that Google accounts for 60-80% of US internet traffic and covers Google's expansion into various new areas. - It also summarizes various social networking and professional networking tools like LinkedIn, Facebook, and ZoomInfo and their features. It emphasizes the importance of finding and networking with people. - Finally, it discusses challenges from the increasing commoditization of traditional marketing services and the importance of human intelligence and creativity over automated or aggregated approaches.

1. Search and Social Networking for Satisfaction Presented By: Dawn Marie Yankeelov, ASPectx [email_address] www.aspectx.com Date: Oct. 15, 2007

2. 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?

3. 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

4. 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.

5. 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?

6. Limited Dataset Blessings

7. Google the “GodFather” Structured data, parsed, and converted Preferred choices to get answers Large player advantage or “special” relationships

8. Google Way or the Highway Proper indexing importance rises/new techniques for SEO

9. Be in the Clustered Drilldown

10. Back to Might is Right: Single Vendor

12. 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: YouTube Publishing: scholar.google.com Google Gears

13. 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

14. Extended Reach Beyond Google People Community Relationship Management Introductions Ranking and Relevance: from search into social media Gone Mobile

15. 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

16. Spock

17. GleamD

18. ZoomInfo 4 Million Monthly Visitors ZoomInfo Power Search 1,700 customers

19. Cambridge Who’s Who

20. Fast Pitch

21. Shameless Self Promotion

22. Q of Social Portability Plaxo Social Graph Dopplr.com Facebook

23. 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…”

24. 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

25. 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

26. Linked In

27. Linked In

29. What’s happening at Facebook?

30. iGoogle Introduced in 2005 New for 2007 Gadget Maker Personalized PageRank

31. Power Networking Candies

32. Pownce

33. Community at the Bar

34. 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

35. 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

36. Social Architecture

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

38. Send Out Cards

39. Spotrunner.com

40. Click4talk.com

41. 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……

42. Vilox: newcomer Agile Business Intelligence

43. Market Influence Analytics (text mining) Collective Intellect –real time for corporate Buzz Logic Nielsen Buzz Metrics – 900 lb. gorilla Cymphony

45. Collective Intellect Real-time for corporate reputation Campaign tracking

46. 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

47. 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!!!!

48. 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 [email_address]