We sometimes find that clients get confused between the “Follow Us” icons added to digital media and the “Share This” functionality that allows visitors to directly share web pages through social media. These 2 things are not interchangeable.
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Follow Us vs. Share This
Google Adwords & Search Engine Marketing
It’s a fact: consumers use search engines to research on and offline purchases.
Approximately 87% of online Canadians use search and 13% of North American Internet users report frequently clicking on sponsored listings.
Search engine marketing is hands down the most successful method of online advertising. For one simple reason: you are advertising your product or service to people who are actively looking for your product or service. Display ads, online sponsorship, or email campaigns simply do not have the same targeted consumer synergy.
Google Me This – Google’s 72 New Algorithms
Whenever people talk to me about the intricacies of Google, I always state my fundamental belief that Google is smarter than anything they can possibly imagine. Google are always tweaking their algorithms and getting better and better at what they do: sorting out good websites from bad ones. And it recently got a lot better.
In November 2008, Google increased its algorithms from 128 to 200. Considering how smart it was before, that made it a whole lot smarter. A year later, SEO companies are feeling the impact of this latest blast of uberGoogle.
Social Participation and the 90-9-1 Principle
Reading Paul Chaney’s book “The Digital Handshake” I came across the 90-9-1 Rule for Participation Inequality. Basically it states that:
90 percent of users are audience member
They are consumers of online content. Surfing, reading and viewing online content that others have created. They are listening but are not participating.
9 percent of users are editors
They are listening and casually participating. They will comment on, share, vote and tag items. They will express their preferences and opinions and occasionally post to blogs or social media. They view blogging and social media a low priority, however they are engaged and adding value to existing conversations.
1 percent of users are creators
They are driving new content and starting the conversations. They encourage others to contribute.
I found that a surprising breakdown and realized that a casual commitment to online content moves one from an audience member to an editor. With solid commitment and meaningful content one can become an influential content creator.
With an estimated 1,733,993,741 internet users, that is one large potential readership!
Sources:
www.useit.com/alertbox/participation_inequality.html
www.90-9-1.com
www.internetworldstats.com
www.thedigitalhandshake.com
This Is The Way The Newspaper Ends: Not With A Bang But a Dumbass Block on Google
@WSJ WTF?
Dear Rupert Murdoch,
Just in case the public outcry hasn’t been unanimous enough, I join my voice in with the deluge to say that blocking Google from indexing your news sites is virtual suicide. Charging subscriptions on top of that is lunacy.
Don’t say we didn’t warn you.
Brand Manuals will make your job easier
The brand is the heart and soul of the company. It describes who you are, what you do and how you do it. It’s important that the entire team work in unison to present the brand consistently across all marketing channels.
Having and following a Brand Manual will help build both brand equity and awareness. It will explain the message of the brand, helping to express your company’s culture and character. This will result in greater control of its representation in the market.
