Blogzilla: Why Blogs Are The Monster In The Business Closet: You Are No Longer In Control Of Your Brand

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Presented by David Esrati at Documentation and Training East, October
29-November 1, 2008 in Burlington, MA.

The lines between a

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Blogzilla: Why Blogs Are The Monster In The Business Closet: You Are No Longer In Control Of Your Brand

  1. 1. Welcome BLOGZILLA www.thenextwave.biz Friday, October 31, 2008
  2. 2. Friday, October 31, 2008
  3. 3. 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
  4. 4. RULE # 1 IT’S NOT ABOUT YOU, YOUR COMPANY, OR ABOUT HOW GREAT YOU ARE. Friday, October 31, 2008
  5. 5. RULE # 2 CUSTOMERS ARE NOW IN CONTROL. DO NOT MAKE THEM MAD [THEY CAN HURT YOU] Friday, October 31, 2008
  6. 6. First there was Dell Hell... Friday, October 31, 2008
  7. 7. Comcast is getting religion Friday, October 31, 2008
  8. 8. 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
  9. 9. 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
  10. 10. Friday, October 31, 2008
  11. 11. 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
  12. 12. • Originally called “BackRub” • “Page Rank” = Larry Page’s algorithm • Bill Gross had the big revenue idea • Customer experience is paramount Friday, October 31, 2008
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. What is a Blog? weB LOG Friday, October 31, 2008
  19. 19. 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
  20. 20. • 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
  21. 21. 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
  22. 22. Writing for an audience according to Seth Godin: • Candor • Urgency • Timeliness • Pithiness • Controversy • Utility Friday, October 31, 2008
  23. 23. 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
  24. 24. Web 2.0 concepts • Content is separate from presentation • Community is key • Your customers control your brand • Long tail Friday, October 31, 2008
  25. 25. 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
  26. 26. 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
  27. 27. Is your site the first place people look to learn about your company? Friday, October 31, 2008
  28. 28. If it’s not, you’re not doing your job. Friday, October 31, 2008
  29. 29. Thank you. David Esrati 937.228.4433 TheNextWave.biz www.websitetology.com Friday, October 31, 2008

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