Q: You mention Henry Ford creating the assembly line: “Productivity was so astounding that Ford stopped measuring it. By 1914, other companies needed for five times as many workers to build the same hundreds of thousands of cars as Ford.” Henry Ford was also known for paying workers well. It seems the best way to improve standards of living is large productivity gains?

Jeffrey Hayzlett: That’s one way, I don’t know if it’s the only way or the best way.  It’s more of a philosophy, give people what they want and get the things you want.  Provide a great product or service, of high quality, and there will be consumers.  The same theory can be applied to anything you are advertising, marketing or promoting.  For example, use the workers in Henry Ford’s plant and productivity. In Ford’s plants they became so good they stopped measuring.  It was about not only paying workers a fair wage – a good wage – but about offering them other things, enticing them, so they could buy the product they made, have pride in ownership, pride in building the products they created.  There are lots of different ways to go about getting the things you want.  Money may not always be the greatest incentive when gaining productivity or motivation.  Again, find out what people want and then give it to them.  Motivating my salespeople isn’t always about making good money – it can be a way to keep “score” – but sometimes it can be offering incentives such as golf balls, trips, even cowboy boots to get the team excited to want to go out and do more on the company’s behalf.

Q: Kodak invented the digital camera in 1975 but didn’t launch it back then……why?

Jeffrey Hayzlett: Their success led to their own demise.  Because they were trying to protect the great margins film had – you had a product that was 70, 80 even as high as 90% in terms of profitability.  They were doing everything they could to keep that alive for as long as they could.  The problem became they forgot what type of company they were.  They started to believe they were a film company rather than a company that would help people make images and move information, a company focused on innovation, a company providing emotional technology.  They had the only product people would actually run into a burning building to save, yet they focused on being a film company rather than a company that can innovate and recreate itself again and again and again.  If we look at the most successful companies, whether it be IBM, Apple or a host of others it’s about being able to reinvent yourself as well as remembering at the core of it all who you really are.

Q: You suggest a fear of change and that this can inhibit healthy debate with those that disagree with us. What is the best way to create culture that can thrive on healthy debate, starting with how we pick a new breed of leaders?

Jeffrey Hayzlett: We all know that leadership starts at the top but is also reinforced and thrives at the bottom.  So across the organization if you don’t have leaders at the top of the org that are willing to not only to create tension but take it as well then you are not going to get the give and take that you want at an organization.  You won’t be able to encourage innovation, encourage change and encourage growth because everybody will be looking out after themselves because they are afraid of what they might say because the boss might have retribution.  So the key is to create an organization where people can stand up and question things.  By standing up and questioning things you create the tension in the system and you get something better than you first started with.  If I start with item A and someone starts with item Z and we start creating so much friction back and forth and this friction creates a fire of new ideas somehow we’ll go one way or the other to move the new idea to a better place.  I think that’s what great leaders try to do.

Q: When I worked at BlackRock(BLK) there was discipline around process, but it was flexible to allow breakthrough ideas. In Chapter 14 you wrote “Some people get caught up in the idea rather than the process, but I think the process leads to the idea.” Please elaborate on this concept…

Jeffrey Hayzlett: It’s a little bit of both in this particular case.  Certainly you can have a great idea but if you can’t get it out and get it through the process it will never see itself through fruition – it will never make it to market.  I can remember one time sitting in a meeting with a chief technology officer – one of the smartest guys in the world that I had ever met.  He said, “Jeff, you realize because I make this product, I create this software program – if it weren’t for me you wouldn’t have a job.”  I had to remind him that it could be the greatest product in the world but if it weren’t for me selling it and marketing it – getting it out through the process and to the customers’ hands that he wouldn’t have anything.  So that’s what I’m talking about the process leads to the idea.  By having great processes and great systems set up then you can try to push things through to allow things to be able to win. If you don’t have a great process, even the greatest ideas will lose before they begin.

Q: So when done right, this can allow a company to focus on the future more effectively?

Jeffrey Hayzlett: Absolutely, by having a great system, a great process, a great way of channeling greatness then you’re going to be able to look for more things to put through to your following.  Look at the greatest sports teams in the world, it is those that focus on the fundamentals of having great athletes – not just one great player or two and then try to build the team around them but yet having a great team made up of different people and that’s what process does for us.

Q: In the 1993 classic book, Reengineering the Corporation by Michael Hammer and John Champy they mention that executives are “frighteningly unfamiliar” with three forces, separately and in combination: Customers, Competition and Change. You actively did this in those retail stores. Given the popularity of that book almost two decades ago, why do you think companies are still so unable to focus on these basics?

Jeffrey Hayzlett: I think so many companies focus on the next big thing, the big peel, the magic peel.  I think especially in the US we look to that one big thing that will do it for us rather than again getting back to that process, getting back to good and hard work.  If it was easy anyone could do it – it’s not supposed to be easy.  Therefore, the focus on competition, the focus on customers, the focus on change are just as good today as they were decades before.  It’s important for us to be able to take a look at how we implement change, look at customer and competitors to be able to drive and channel the forces behind being successful.

Q: “Radical transparency is not a one-way street of engagement.” Why do people have such a hard time developing a 2-way mindset in search marketing and social media?

Jeffrey Hayzlett: Inherently, I think it’s because people are scared.  Most people don’t like to get feedback.  I was one time in a phase in my life where I wore all black all the time.  Someone asked me why and I said because it makes you look slimmer.  The person turned back to me and said, well it’s not working.  I think a lot of people are afraid to hear that feedback sometimes and it takes a very strong leader and a strong person to get into that 2-way mindset, that it’s ok to get feedback – both positive and negative.  By the way, look at the negatives as a gift because that’s a way for you to be able to change, to turn around that potential customer or that person who’s had a negative experience.  I’ve heard from brand leaders and internal departments (HR, Legal) where they want to try to control the situation but you can’t control the situation. When it comes to brands especially, you can’t control it because a brand is nothing but a promise delivered.  It’s about delivering a promise and when you deliver that promise or opportunity up to the customer it’s going to be interpreted in different ways.  Sometimes that’s positive and many times its also negative.  Yet you should be strong enough in your leadership abilities, strong enough in your offering to be able to understand that this will come with everything.  There’s going to be a good, a bad and an ugly but the good should always outweigh the other two.

For more information, please visit http://hayzlett.com/. Thank you!

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The article brings something in the bright, bright light that had been hidden in the darkness, the TIME article states, “…Newt’s numbers are way out of the ordinary – even for a politician. While about 8% of his followers are real, other politicians were deemed to have anywhere 20% to 30% of “real” followers. In comparison, the average Twitter user, like you and me, have anywhere from 35% to 60% real people following them.”

It makes one wonder where all these non-real followers are coming from and more than a few CEOs are likely reading this article and asking the question, “Is all this investment in social media justified and an activity that will grow my business and improve the bottom line or are there wiser marketing investments to be made?” The answer is not one that will immediately be answerable completely. Before we get into that, a little history is required. Twitter has API’s that allow people to interact with their data to build other tools. For reasons that are completely unclear, the API allowed people to automate certain actions like posting, retweeting, even creation of new accounts via automated programmatic methods.  This appears to have helped Twitter grow users to create user adoption rates that were shown to venture capitalists. Some have suggested that certain due diligence steps were missed, I don’t know whether it is true or not. Time will tell.

What this incident has a potential to do is bring this conversation into the boardroom and have serious questions asked like are these 80,000+ Twitter follower social media experts really experts at anything at all? Are all of these investments in social media justified? Shouldn’t I be focused on a well diversified portfolio of relevant marketing activities? What does Klout’s influencer score of 72 for @NewtGingrich say about fake retweets being counted as real and will Klout eventually become the solution with verified users and replace Twitter altogether (if Twitter doesn’t buy it someday soon)? How many reports of social media ROI are sitting in executive boardrooms right now that are not true representations of actual real world reality? How many marketers departments will have new and different leadership 90 days from now due to questions raised due to this incident? Will people across the globe stop looking at the number of Twitter followers as the Holy Grail of social media efforts?

The answers to these questions aren’t fully clear yet, but I wanted to raise some of the most important ones. I can confidently say that the goal should always be one of diversified marketing strategies that reach relevant demographics and real, actual target customers.

It’s time for CEOs to rewrite the job spec of the CMO to the creation of relevant business results instead of hype, buzz and hocus pocus. This needed migration is just an idea in most boardrooms today, it needs to one day become reality. It’s time for businesses to adapt their organizations to perform in this environment which is something that must be customized for each company in solutions provided based on the markets that they serve.

How big is this marketplace? According to Google’s Keyword External tool over 3,361,550 queries on Google occurred on the term Twitter Followers. This quantifies 1) the amount of people researching how to improve their Twitter followers is large and 2) it means that social media people seeking Twitter followers are not talking to their friends via Social Media about this, they are using a search engine called Google, which is the primary tool that most people use for this research as well as what the majority of the population uses at the moment they are seeking highly relevant information.

Keyword    Global Monthly Searches
how to get twitter followers    90500
top twitter followers    4400
get more twitter followers    40500
get twitter followers    90500
twitter followers free    27100
increase twitter followers    8100
get twitter followers fast    4400
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most twitter followers    27100
find twitter followers    60500
pay for twitter followers    390
twitter followers tool    1900
twitter follower    246000
get more twitter followers fast    1000
free twitter followers    27100
twitter follow    301000
get more twitter followers free    6600
getting more twitter followers    880
get twitter followers free    14800
get free twitter followers instantly    480
build twitter followers    1300
targeted twitter followers    2400
who has the most twitter followers    12100
grow twitter followers    720
get thousands of twitter followers    480
more twitter followers    49500
get targeted twitter followers    320
twitter followers fast    5400
get more twitter followers instantly    320
buy more twitter followers    590
more twitter followers fast    1300
get instant twitter followers    390
increase your twitter followers    880
get free twitter followers    14800
how to buy twitter followers    33100
twitter followers for free    27100
more twitter followers without following    390
twitter follower software    1000
how to get more twitter followers    40500
add twitter followers    3600
get lots of twitter followers    4400
download twitter followers    880
more twitter followers free    8100
how to use twitter    135000
add more twitter followers    320
get more followers on twitter    40500
fast twitter followers    5400
buy twitter followers    33100
increase twitter followers free    720
twitter follower adder    720
get twitter followers instantly    880
automatic twitter follower    1600
buy twitter followers without following    590
how to get twitter followers fast    4400
buy guaranteed twitter followers    1600
get twitter followers for free    14800
free instant twitter followers    390
twitter for business    60500
twitter advertising    14800
twitter follow back    12100
best twitter to follow    14800
get alot of twitter followers    2400
twitter software    49500
twitter adder    12100
twitter who to follow    301000
twitter more followers    49500
purchase twitter followers    14800
getting twitter followers    14800
get more twitter follower    40500
best twitters to follow    880
get twitter follower    74000
get twitter followers without following    1000
buy youtube views    18100
guaranteed twitter followers    2400
get more followers on twitter free    6600
free twitter followers instantly    880
twitter increase followers    8100
auto twitter follower    1900
how do i get more twitter followers    49500
who has most twitter followers    12100
get followers    165000
buy real twitter followers    110
twitter followers following    9900
automatic twitter followers    1600
instant twitter followers    1000
buying twitter followers    12100
generate twitter followers    260
how do you get twitter followers    301000
free twitter follower    22200
increase twitter follower    6600
how do i get twitter followers    301000
get free followers on twitter    14800
twitter follow Friday    1600
how to get twitter followers without following back    480
how to get more twitter followers fast    1000
highest twitter followers    14800
how to get a lot of twitter followers    4400
get followers on twitter free    14800
remove twitter followers    6600
twitters to follow    8100
twitter followers    301000
Total monthly Google queries for the term Twitter Followers on Google Keyword External Tool    3361550

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Congratulations to my blogging counterparts in Boston! The Boston Bruins Stanley Cup parade user generated content bonanza is underway!

As you know last year the Chicago Blackhawks won the Stanley Cup and they had a parade. I went downtown for the spectacle of madness. I was overwhelmed not only by the emotion of my beloved Chicago Blackhawks winning the Stanley Cup, but also by the quantities of user generated content being created by two million people! I was in a sea of people taking pictures of other people taking pictures! I made a mental note of this and a few days later, on Youtube, I found this total gem:

The video shows a birds eye view of the parade right next to the confetti throwers!  I’m one of the specs you see on the north side of Washington Street. What absolutely amazes me about this video is this that while I was at the same event, this viewpoint is such a completely different experience that it feels like a different event.  While it’s not new that different people have different experiences at an event, the ability to go back and see these events from other perspectives with ease is new. I urge people to consider the possibilities of engaging with user generated content that they did not create around events they  experience:

Witnessing Other Perspectives Broadens Experience – We all experience things through our point of view, yet seeing for other points of view can allow positive reinforcement or alterations of our point of view to occur. What we experienced is only one tiny element of what took place.

Relax and Enjoy the Moment – Ever since the parade last year, if I’m going to an event that will get tons of coverage, I leave the camera in my pocket and just enjoy and soak in the moment. It can allow you to see details you might miss  if you are obsessed with taking pictures and/or video.

Benefits of 100% Focus – When you are not distracted in multiple ways, you will walk away with greater retention of the experience. Think about ways you can reduce distractions and maximize your learning and enjoyment.

All in all, there is great potential to enrich one’s experience through the lens of others. After all, it’s not about you. We all forget this from time to time, I know I have.

Diversity of experience is learning. Learning is the lifeblood of all things great in life. Live it. Enjoy it! have fun.

I hope that my Boston blogging counterparts (Dan Schawbel, Chris Brogan, David Meerman Scott and Mike Volpe) wait a few days for the slow uploaders and then enjoy the feast and talk about it. They will likely find gems they didn’t see from their vantage point at the time to experience the joy anew. I hope each year folks discuss these issues as they change our lives as my perspective on these issues changes. Embracing ways to see multiple points of view of experience is critical to understanding how to use it effectively in business.

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In the introduction, you discuss how many have a love and hate relationship with Google – at the same time. What it is about Google that allows these emotions to exist mutually at the same time?

Aaron Goldman: Well, I wouldn’t call it a love/hate so much as a love/fear.

I love using Google as a searcher and as marketer. As a searcher, Google helps me find what I’m looking for. And, as a marketer, Google helps me get new customers.

But I’m definitely afraid of Google too. As a searcher, I’m afraid it of what it could do with my data. And as a marketer, I’m also afraid of what it could do with my data but even more afraid that it may one day change its algorithm and leave me out in the cold.

I think it’s general human nature to fear the things we love the most. Once we become reliant on something or someone, we fear that it one day may be taken away.

You discussed relevancy and intent in the book at a few junctures. How do you like to explain these issues to people and why are these concepts challenging for people to understand?

Aaron Goldman: It’s difficult because, by its very definition, relevancy is relative. What’s relevant to you may not be to me. Too many marketers make the mistake of thinking that what matters to them also matters to their target customers.

From a Google perspective, relevancy is the key to search. If Google’s search results aren’t relevant to each individual searcher, he or she will stop using it. That’s why Google looks to collect and keep so much data. It needs to personalize the results to make them more relevant.

For marketers, it’s critical to give off signals of relevancy if you want high rankings on Google. This includes content geared towards specific search queries as well as links from relevant websites.

As for intent. I really think it’s the reason search marketing works so well. People come to Google with the intent of finding something. And, often, that’s something to buy. It’s one of the few places in media where people raise their hands and specifically ask for products, services, etc. It’s the whole pull vs. push thing.

You mentioned how AOL values content differently than most organizations and how Rupert Murdoch of News Corporation, owner of The Wall Street Journal or Fox News accuses Google of stealing content. As content channels become infinite, isn’t media monopoly power also changing and/or even declining?

Aaron Goldman: The point I was making with content is that there are certain topics that are highly commercial and others that are not. What I mean by commercial is that the people consuming the content are in a commercial mindset — they’re thinking about buying something.

For publishers, commercial content is the easiest to monetize. Advertisers want to be wherever there are people thinking about buying stuff. AOL has done a good job of creating content on highly commercial topics — think travel or financial services — that it can sell ads against.

The Wall Street Journal and Fox News are too busy covering the “news.” And news is tough to monetize. People consuming news are not in a commercial mindset and are not open to advertising messages.

All that said, you make a good point that it’s tougher to wield monopoly power as channels become infinite and distribution is spread across the long tail. These days anybody can start a blog or Twitter account and “report” news. And people tend to trust their friends more than the media.

You interlaced a bunch of URLs in the book. This is an interesting experiment. What is your hope for it?

Aaron Goldman: I wanted to make the experience of reading the book more dynamic. Rather than just read cover to cover, my hope is that people will read a chapter and then go to the web to learn more about specific topics covered and interact with other people reading that same part of the book.

With static print, it’s tough to keep content fresh — especially in the world of marketing and Google when changes are happening every day. By including the URLs, I have a way to share new developments.

The URLs also helped keep me from going off on tangents or going too deep on topics that many readers may not care about. For example, rather than recap an entire thesis that David Berkowitz wrote about “Jewhavioral Targeting” in my chapter about “Letting the Data Decide,” I just cover it in a sentence or two and include a link.

There’s a few people in the book that were mentioned considerably more than others, how did you pick the contributors, quotes and subtopics?

Aaron Goldman: Along the same lines as the URLs, I knew it was important to include a wide variety of perspectives on the lessons learned from Google. No-one wants to read 300+ pages of what Aaron Goldman thinks about marketing. But people do (I hope) want to read 300+ pages of what some of the brightest minds in the industry learned from Google as curated by Aaron Goldman.

I interviewed over 100 marketing big wigs in the course of preparing my manuscript ranging from agency types to Google employees to researchers to university professors. The ones who are mentioned more frequently are the ones that gave me insights that were the most compelling, controversial, quotable or all of the above.

The book is part history, part teacher and part tour guide…who is the intended audience?

Aaron Goldman: This book was written for anyone who has a stake in marketing. It covers all areas of marketing — advertising, PR, promotions, media, product development, etc.

And it’s written for people like me who have very short attention spans. The copy is quick and punchy. And there’s lots of fun wordplay. I put the “pun” in punchy.

It doesn’t matter if you work for a small business or Fortune 500 company, the lessons in my book are applicable to your business. In each of my 20 chapters, I share a lesson, discuss how Google puts it into play, cover mini-case studies of marketers that exemplify it, and then walk through an exercise for the reader to relate the lesson to his or her business.

This book will also make great fodder for search engine marketing pros looking to broaden their horizons or understand how their skills can be leveraged across other channels.

What knowledge do you want people to take away from the book?

Aaron Goldman: First and foremost, I want people to take away specific tactics that they can apply to their business immediately. If you read the entire book and don’t find a single thing you can do to grow your business right away, then I will personally refund your money.

That said, I also want to give people a framework for thinking about the future of marketing. I spend quite a bit of time throughout the book — and especially in the last chapter on “future-proofing” — discussing what the marketing world will look like 10 years from now and what Google’s role might be within it.

If nothing else, I hope people will find my book entertaining and enjoy getting a peek under the hood of one of the most fascinating (and profitable) companies in the modern era.
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I wish Aaron the best of luck with his book and look forward to learning from his experiences as I continue to explore my book author aspirations in the future. The constant mutual learning from all of the wonderful people I meet in the digital marketing space as I speak and consult around the world is special and hard to fully describe! Looking forward to seeing the other scheduled stops on the GoogleyLessons blog tour!

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In association with Brian Halligan, David now releases Marketing Lessons from the Grateful Dead (Wiley 2010). The book gives a refreshing look at concepts you’ve seen in his previous books, explaining how David believes using the techniques of the Grateful Dead companies can learn to market, engage and build passionate fan bases. The book interlaces ideas from the offline world and show how to use them online today. Yet this vast opportunity remains hidden to most. They talk about the book in this video:

How did you conceive of the Marketing Lessons from the Grateful Dead’s concept and map the chapters to effortlessly flow to the reader?

David Meerman Scott: The book’s concept was really conceived out of our love for the Grateful Dead and their music. We were fans and at the same time were eager to write about the Grateful Dead because we identified many lessons in what the band has been doing over more than 40 years that are applicable today. These lessons are an important tool for helping to understand the new marketing environments in a language and with examples that are familiar to all.

You showed several examples of how the Grateful Dead treated their customers with care and respect (page 82). It seems like a simple concept. Why is treating customers with care and respect so hard to do in most companies?

David Meerman Scott: I think doing it involves more work and some companies mistakenly think there is an advantage to new customer churn instead of building a loyal fan base. Companies need to understand there really isn’t any difference between a B2B or B2C company, at the end of the day you are still selling to people.  The more people feel valued by companies and personally connected to them, the more the company’s fan base will grow and the bottom line will prosper as well.

Read more: http://socialmediab2b.com/2010/03/b2b-roi-david-meerman-scott-sxsw/#ixzz0wTALaTed

You discuss bootleg recordings and the freemium model extensively in the book. What are your views on how this is emerging in the corporate world and the potential future paths?

David Meerman Scott:   The idea of giving away something for free to anybody who wants it and then providing a paid upgrade to a premium version is becoming increasingly common with products and services that have no distribution costs. The challenge in the upgrade model is to give away something that is considered valuable and something that people will use regularly and become familiar with.

This strategy won’t work when you provides something for free that only has limited value. So for example a free software application with a feature set that is so crippled as to be of limited use will not sell more software.

Back when I had a music site, it was amazing to see that the artists that were heavily involved in defining the direction of the promotion of the band almost always outperformed the ones done by handlers promoting exclusively by the old rules and channels. How can companies best adapt and capture the opportunities this presents?

David Meerman Scott: If we look at this in terms of promotion the best things companies can do is make it easy to spread their content. And let the marketplace spread your content for you. The goal is to spread the word about your product or service in the marketplace. If you have a remarkable idea, you will attract bloggers and social media users in your marketplace that will help you propel your idea without spending lots of money on PR and advertising. The Grateful Dead lesson is that making it easy for our audience to spread our content makes our product “known” in the marketplace.

When you met the senior bond trader at Madison Square Garden in the 1980’s, the book states (page 76) “It’s sort of like a secret society, a shared interest in something that others in the office don’t know about.” Why didn’t everyone in that office become Deadheads? What can be done to make sure search marketing, social media and the new rules of marketing don’t get limited to “secret society” status?

David Meerman Scott: The Grateful Dead was never mainstream. They only had one top ten song in 45 years. As in every niche market, I wouldn’t expect everyone to be a fan.

However, search marketing, social media, new rules of marketing have no way of being limited to a “secret society” status, because every major media outlet, online blogs and sites all use these tools ubiquitously. The real question companies need to be asking is “Are we using these tools to benefit our customers, grow fans and engage in real dialogue,” if the answer is no, the company or its product is the one that will stay secret.

Really enjoyed your discussion of the strategy shift at Dropbox(page 40). Your discussion of how some tactics that work in an existing market can utterly fail in new markets is a highly misunderstood area for both entrepreneurs and existing companies alike. Why is this concept so challenging to understand?

David Meerman Scott: I think it’s not all that challenging to understand, the challenge lies in companies being willing to experiment and step outside of the channels that have been too long traversed and no longer work. Too often companies get comfortable with how they have always done something. So even when it’s no longer working, it’s hard to stop doing it. The key to changing this is to be open-minded about how to market your products and be willing to experiment in your market.  You’ll never know what might succeed if you’re not willing to try new things.

What techniques do you like use to convert raving fans of new marketing tactics that often conflict with previous belief systems?

David Meerman Scott: My job is to write these books and speak about all the successes that companies have when they put these new marketing tactics to use. I’m a journalist as well as a marketing strategist and I spend a lot of time blogging about all the right things and some not so great things that companies are doing with these tools. The best way to convert people to using them is to reveal to them how the can successfully apply them and what benefit will come from that application.

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Jim has written many books and is the founder of the eMetrics conference, the leading web analytics conference. Recently, Jim released the book “Social Media Metrics” with a foreword written by David Meerman Scott. The book provides a useful framework for considering how one should consider measuring social media and other forms of emerging media. Jim graciously agreed to do an interview with me and what resulted is below!

How did your extensive history in metrics and measurement influence your approach to this book on this new medium?

Jim Sterne: Like my previous books, I wanted this one to be for people in the trenches, doing the work as well as the executives they work for. A bit of theory, a healthy dose of strategy and a lot of practical tid bits on how to tell if this stuff is working. I wanted to avoid being one of those experts who is full of sounds and furry delivering thought-provoking sound bites, but no practical knowledge. So all of what I know about measuring online success is included in “Social Media Metrics” as the background. The basics are all there and the rest is delivered almost parenthetically.

What are the biggest hurdles to effective creation and usage of social media metrics?

Jim Sterne: Buy in. Not just upper management comprehension and dedication and not just troop level activity, but actual investment. This stuff requires new jobs with new jobs descriptions to be populated. “What? You mean I have to hire people to do things I’ve never had to hire people to do before??” Yes. That’s a major commitment and faces the same hurdles as when we tried to hire a webmaster, an email manager and a web analyst.

In a recent article, I discussed the tendency for people to lock onto the hot metric – Technorati link counts, RSS subscribers or most currently Twitter followers. How can marketing leaders and web analysts change this dynamic?

Jim Sterne: Once you understand that hard and fast numbers are not hard and fast, you begin to look for the trends and the meaning inside the numbers. That’s great that you got a million people following you an Twitter, but does it make any difference to the bottom line? It’s great that you advertised your shop floor cleaning solution to tens millions of Oprah fan on TV but do any of those viewers have any connection to buying your product? Are your Twitter followers more likely to buy your goods or services? The latest hot metric about the latest, shiniest new tech may be fun, but is it actionable??

If you were asked by a CMO to quickly define social media metrics for a company, what are the questions you’d want to ask and issues you’d want to address?

Jim Sterne: What are your business goals?

What processes and people do you have in place to oversee and manage those goals?

How are they compensated?

What does social media marketing success look like to you?

How much detail do you need to monitor the social media conversation?

What percent of your decision makers know what social media is and why it’s important?

And so forth.

Will mobile social media complicate all of this, simplify it or too early to tell?

Jim Sterne: It will complicate things while we’re getting a handle on it and then simplify things as we come out the other end. We may end up with standards and benchmarks before we’re done. Then, these public, attitudinal metrics can be correlated with direct attitudinal metrics (surveys) and behavioral data and we end up with a really rich, actionable dataset.

Did your views of social media change as you wrote the book and researched the topic? If so, how?

Jim Sterne: My views about how far along we are were established during the research for the book. My optimism that tools and techniques will get better and that there actually are companies that get it out there improved. There are some really bright people who are doing some really impressive things. It’s a joy to learn from them.

After the last emtrics you wrote “I believe the message we have been beaming at the C-Suite is getting a hearing and the resources are about to be significant rather than symbolic.” Could you eloborate on this more please…

Jim Sterne: I’m seeing more and more senior executives dedicating more and more budget and resources to marketing accountability. I’m seeing more top level managers asking better questions about trends rather than numbers and looking for insights rather than benchmarks. That gives me hope.

———————————————————————————————

This concludes the interview with Jim Sterne and I hope you found the strategic information valuable. What else does it make you wish to discuss about this topic?

Here are some other recent interviews and thoughts about (and by) Jim Sterne:

Mixpanel – Analytics for Startup

Book Review

Jim on  why you should not buy this book!

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Home Page Title Tag – Hot or Not?

Moderators: David Dalka and either Mike Grehan, Greg Jarboe or Stewart Quealy

The first thing one learns about search engine optimization is about the importance of title tags, especially the home page title tag. Yet when an experienced SEO surfs the web they often must stop and scratch their head at certain home page title tags! It certainly indicates a lack of understanding by senior management teams out there.

In this session everyone is the expert! We will share 30 title tags and URLs in 30 minutes. Everyone gets to tweet their impressions of the title tag for with the Twitter hashtag #sestitle!!! Then we’ll do Q&A and figure out what it all means. The benefits of this session are certain to include venting of pent up frustration, bonding with your fellow search marketers, extreme laughter and far reaching communication of the session to people far and wide not even at the Search Engine Strategies conference! Spread the gospel. Change the world. See you there.

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1. They Communicate Unique Value Propositions & Unique Campaign Propositions
2. They Make Persuasive & Relevant Offers
3. They Reinforce The Offer Sitewide
4. They Maintain Scent
5. They Make A Strong First Impression
6. They Appeal To Multiple Personas/Segments
7. They Don’t do Slice & Dice Optimization
8. Leverage Social Commerce: Use Voice of Customer
9. They Use It For Navigation
10. They Use It For Promotions
11. They Use It For Credibility
12. They Use It For Feedback & Research
13. They Use Persuasion Principles Like Scarcity
14. They Make Forms Engaging
15. They Provide Point of Action Assurances
16. They Keep You In The Process
17. They Consider Email Preview
18. They Budget For Experience
19. They Utilize a System for Prioritization
20. They Make Data Driven Decisions
21. They Know How To Execute Rapidly

Postscript: The session was well attended! In fact there wasn’t an open seat in the room, people were feverishly taking notes of Bryan’s material during his thought provoking conversion talk.

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Michael clearly lays out the valuation issues with a situation like this.  My issue is that startups need to discover and map their potential data and revenue models before launching much more than they currently do so that it is incorporated into the user value proposition so that users don’t get rubbed the wrong way when large, seemingly random terms of service and/or privacy changes take place (and I’m not picking on Twitter, I’m pointing out an issue to the startup community at large). I’m not saying they should necessarily implement them on day one – Michael’s post points out why based on the way the world  currently does business cases.

If greater thinking through of revenue and data models is to occur, it can only happen if sites like TechCrunch and folks in venture capital demand that as the price of entering the game. I’m not going to name names, but there is evidence that some types of investors work off of the 1999 model, this guy has been successful in a startup before or he was a strong player in one and all too often emotional investments take place rather than ones based on the merits of the idea. There are regional variances to this of course and this is not the case in certain locations. I get exposed to some great ideas and business plans.  I’m currently in touch with a few very well thought out ideas with serious revenue models and they aren’t getting the investment checks written because they are serious non-sexy B2B businesses or they are well thought out B2C plays and they get push back on things like adoption. The behavior Michael described will not change until investors and to a lesser extent technology press put people’s feet to the fire on these issues prior to A rounds being granted. Bill Hartzer said it in his comment on Michael’s post:

“Sure, Twitter costs plenty (lots of money) to run. It’s a money pit, actually. And it appears that they don’t have a revenue stream (yet).

When are the VCs going to realize that they need to dump money into startups that are actually profitable?”

I think Bill meant “workable revenue model” instead of profitable as if they are profitable they rarely need growth capital, but his direction aligns with my views – have a well thought out business and data model. I’m not against freemium, but you need to be able to add features that people are willing to pay for and have a clear plan to succeed. To do this you need a management team that is customer focused and has the right balance of business and tech folks – too much of either and you’ve got a real problem.

So what are your views on how this should evolve? The dot com boom was focused too much on valuations, the web 2.0 boom was focused too much on tech and not enough on business models. Are we close to finally getting the balance right in the next few years? The net is still young, it’s not mature, new rules and breakthroughs will come but only if we move past legacy dogma…

Make sure you go back and read the comments on that post, it contains some really interesting ideas for you to ponder, I’m not  going to point out which ones are the best right now though as I have to run to a client meeting.

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To be clear, it’s a thoughtful post and I don’t disagree with anything materially in what was said. So why write about this? I find the entire conversation to be 100% completely unnecessary.

First a story. When I was a teenager, I saw in ad in the back of a magazine, it stated to send $1 and a self addressed stamped envelope (SASE) to receive information on a tried and proven money making business strategy. It sounded good so I sent it in. A few weeks later I got a my envelope in the mail. It contained a small note that contained a message like this:

A proven way to make money:

- Open a post office box

- Place a small ad in the back of a magazine asking for $1 and a SASE to “learn a proven way to make money”

- Put your $1 bills in the bank and send notes like this one

Yes, I was scammed. But being scammed was an important event in making me a more careful and better consumer. I learned. It was necessary for me to grow. Did the magazine know the ad was a scam? Probably. Did that stop them from publishing it? No. Consumers need to judge each situation for themselves based on the data available and make the best decision.

So Dave why is this potential FTC regulation unnecessary (and possibly quite harmful)?

1. The content revolution is not well enough defined to regulate it – It’s changing all of the time, if businesses and individuals still have trouble understanding it’s implications on our society. How can a group of elder statespeople in our government know what is right? Simple answer. They can’t. As traditional media loses relevancy/power content will increasingly be created by the masses. It’s a simple fact. Get used to it, in the long run, it may actually lead to the removal of the abuse of monopoly power.
2. Traditional advertising is not generally marked in the manner the FTC is suggesting – When you watch TV, ADVERTISING is not in giant letters on the commercial during the program is it? No. It’s not on outdoor billboards. It’s not in newspapers, magazines or the majority of web site banner ads. Why? Because it’s obvious to those who look closely. Creating a double standard here is just plain silly and it’s insulting to people’s intelligence.
3. Previous FTC measures have proven to be massive failures – The FTC instituted the Do Not Call List Registry and the CAN-SPAM  Act several years ago. Yet I get numerous unsolicited commercial calls to numbers I’ve registered on the list. I get tons of spam from email lists that I have NEVER signed up for on a daily basis. Regulation without enforcement results in selective usage of the law. This is not good and can be abused on both sides. The FTC has a proven history of failure and should go fix it’s previous messes before creating unnecessary new ones.
4. Social media platforms should do everything possible to prevent fraudulent usages – I see tons of fraudulent Twitter users emerging daily. Twitter should be creating validation of each and every user which would lead to an immediate reduction in questionable activity. Why aren’t they? Because it would put holes and raise questions about Twitter’s “growth story” and that with no revenue model in sight would lead to lower valuations and less money being pumped into the company. Twitter has a responsibility here and I don’t see it doing everything it can to eliminate questionable activity on the platforms. If the social media platforms acted responsibly – unnecessary legislation could be avoided.
5. The traditional advertising industry is apparently using lobby influence dollars to try to maintain it’s declining monopoly power via regulation – Content is taking over the economy as search allows people to find it and social media networks allow it’s distribution.  This is similar to how the printing press once revolutionized content distribution. We are living in something like this again now.  Yes there will be pain. But regulations in the middle of the content revolution will hinder commerce and slow the process of replacing business models that are no longer highly relevant. Do we legislate against fuel efficient vehicles in favor of gas guzzlers? No, of course we don’t – why create unnecessary legislation that harms new forms of efficiency? yes, this really is this unnecessary. 
6. “All Marketers Are Liars” – This famous book by Seth Godin indicates that deceptive advertising has always been a part of society and likely always will be. This is NOT new. Don’t we respect people enough to make their own judgments? I do. Why then act like it’s new? It’s not.

Look at the facts of history, the proposed FTC regulations will solve nothing and do nothing besides place a greater burden on commerce in an already struggling economy. We can prevent this grave mistake. Now let’s go do it.

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Highlights:
Google’s data can now predict home sales and home sales numbers with search numbers.

The data can be correlated with stock prices at this time.

B2B search terms are growing. Conversions are bouncing back in Q2 2009!

Research, online and offline, big company c-suite, SMB and government sectors.

Commentary: First a note about the c-suite portion of the survey, I have concerns about an offline study asking senior executives about actions used for decisions being accurate. Or worse assuming the numbers were generated from search itself when it wasn’t. Executives might answer what they think is the best practice, even if they don’t do it to appear competent. I know of Fortune 500 CEO’s who still have their emails printed, so I have doubts about the number actually being this high. I’d love for this data to be 100% correct more than anyone, I really would, but I have concerns.

First findings form the C-Suite:

- 73% of the C-suite is using the Internet for information verification and vendor selection.

- 92% Internet exceeding, 87% at-work contacts for referrals.

- 64% of C-level executives conduct 6 or more searches per day to locate business information.

Video and podcast content usage is growing in importance.

Small and medium size businesses:

77% of business owners use search to find suppliers.

Half are using blogs and social media sites in some form in their business.

Government:

Searches are way up on stimulus, energy, health care and related issues.

Huge impact of search results, with just an Adwords ad:

28% Brand Association

36% Message Recall

Commentary:  I’d live to see an example with a smaller, lesser known B2B example.

With both a top organic and Adwords listing, incremental increases are significant

53% Engagement

43% Message Recall

63% Brand Association

Commentary: Sam Did not provide data on organic listings alone. I’d love to see if this was higher of lower than the Adwords ad alone.

“Mobile Search Growing Rapidly” Start testing…(audience did not react much)

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It was also nice to meet Matt Mullenweg and Jim Turner in person for the first time.  Having all of my great friend from the Chicago SEO friendly meetup group was awesome as well.

It was fun to be part of a late afternoon speaking trio that put myself in between Kevin Palmer and Micah Baldwin. My talk was about the lessons of social media and search engine marketing measurement and how the driver is truly becoming web analytics management consulting to determine the proper course of action in the content strategy revolution. On your domain and blog you own your terms of service, on a social network you do not – this has major implications that need to be considered deciding what is the right path for your content. The talk got some nice reactions both offline and online…

All in all, it was an outstanding weekend and I made some great new friends.  I’m looking forward to Wordcamp Chicago 2010!

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After lunch he gave a highly intense 50 minute speech. He talks fast (as do I) so I think I missed a little bit of the talk in this blog post, but I hope that you are still able to glean the vlaue out of it that I did, seeing him live brought his ideas to a new level for me. He’s done a fantastic job of simplifying the complex, we shoudl all learn from his example.

Without further delay, here is my live blog post of his talk (please forgive brevity and language errors):

In the past 30 to 60 days have you used or replied to the following media:
Direct mail – 3% replied
Mainstream Media – 22% replied
Print Yellow Pages – 3% replied
Google, etc 100% replied
Tapped peer to peer network to get URL 80%

Why are we still focused on the 2-3% methods rather than the 80% and 100% methods?

Cindy Gordon at Universal Orlando told 7 just people the wizarding world of Harry Potter. Mainstream media and other people followed – when 7 = 350,000,000 million

What are we after? Attention. Cindy Gordon earned that attention via a Midnight conference call with 7 people.

David Meerman Scott – in 2002 he was fired laid off from Thomson for practicing cutting edge marketing. People are afraid of content based marketing. They are still afraid of it. THis fear is harmful in a multitude of ways.

Dentist in Boston. Started a blog. Wrote “Healthy Mouth, Healthy Sex” a free ebook. The ADA hated it. Her business is now doing $1 million dollars a year.

“You must unlearn what you have learned.” –Yoda

Prospects. Tell your story to an interested market.

Every hotel web site is the same. Boring, product focused.

Imagine a hotel website that was customized for each buyer? Businessperson, corporate travel manager, family choosing a vacation spot, wedding planning, event planner, etc

Who are your buyer personas?

What do you want your buyer personas to believe?

You can…
Buy attention…TV attention (talked about how silly CPM banners are would you like to buy space on the back of his laptop?)
Beg for attention…
Bug for attention…
Earn Attention…the best way…in the new rules!!!

Example: Approva
Internal Auditors…. iloveagoodaudit.com
Videos on Youtube “Happy Birthday Sarbanes Oxley”

On the web, you are what you publish…

It’s all about people…and some people aren’t playing nice on social media…

He put 14,000 post it notes on Jaguar, 3M liked it and contacted him. He asked for $2,000 for more notes. They said no. They got slammed and destroyed a positive thing.

If your mother would say it wrong, it probably is.

Encourage sharing…

Why do people use this Gobbledygook? 350 most overused phrases. Then counted the number of times this was used. The Gobbledygook Manifest.

Visual Gobbledygook – don’t do it.

Parents against reprehensible metal music…was a bait and switch – Toyota Matrix 2009

Causes this  “You are trapped on this website, you are screwed” syndrome

The back button is the 3rd most used web feature. (Sad isn’t it?)

You must lose control of your marketing!!!

The Grateful Dead allows bootlegging of their concerts and  music. Millions of people download it and adore the music. Lose control of your marketing… (I’d like to point out that this is not a new concept great to see an old school example)

Example: Mailer Mailer – made a whitepaper totally free – created a 20x increase in downloads – all for abandoning the email address! A good trade you should all make.

Put down roots – be where your audience is.

Kadient – The new rules of sales enablement – landscape rather than portrait, color rather than black and white.

Point the world to your virtual doorstep! Queensland, Australia had a contest, 34,000 entries and one guy creating content once he won.

FEAR – You have to unlearn what you learned

We want 330,000 people to be in Public Affairs.  In a world where people block social media, the Air Force promotes and social media.

I can’t do this…I’ve heard every excuse in the world…if a B2B German Toilet company can do it, you can.

STOP MAKING EXCUSES!!!

David like my recent post about VP of Communications at Universities enough to tweet it, check it out!

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In the “cage match” post, there is one phrase that got me out of my silence because the ignorance was too much for me to hold my tongue… Eric Clemons said:

“Mr. Sullivan argues that in all his years thinking through and working through issues in internet advertising he has never heard any company or any individual complain about paid search. In contrast, I have been hearing this complaint from senior vice presidents in travel companies for years, and this year the chorus has been joined by retailers and manufacturers”

Dear Mr. Clemons,

Perhaps it’s time for you to get some new senior vice president’s to talk to? It’s time for a new breed of leaders who know how to truly lead and not whine about taking the easy way out using purely 100% paid search.  Someone at that level should understand content strategy, social media strategy, seo strategy (do you even know what SEO is Professor Clemons?) and paid search and should be managing them strategically in conjunction with each other. All too often, I see executives whose qualifications to be a senior leader in an Internet company or large ecommerce division amount to little more than they worked at an Internet company since 1999, they worked and some ‘elite‘ business strategy consulting company(where they never executed or implemented anything), they’ve been passively recruited from place to place and it hides that they can’t move the needle or that they were a brand marketing person a long, long time ago and still think in terms of campaign awards…sigh.

To manage customer acquisition via the Internet effectively and create an awesome customer experience using all of the tools in the tool box isn’t tough if you have the right leaders in place who understand that strategy is about incremental daily improvement not hiring a 20th century management consulting firm. As a top 10 MBA holder myself I can honestly say that the education in almost all programs is lacking relevancy to today’s Internet world. I discussed this with the heads of the a major marketing professor conference here in Chicago recently – I was pleased by their receptiveness to my outreach. It’s too bad Mr. Clemons wasn’t there to share the conversation with us. My experiences at BlackRock managing data structures, living offline social media, creating elite customer service via the web and driving standards that created competitive advantages that have lasted a decade. Due to BlackRock’s B2B nature, much is still not understood publicly, but the Internet world would be wise to learn from BlackRock’s lessons.

The combination of my experience BlackRock, my top 10 MBA (least important of these) and the wonderful experiences I’ve had immersing myself in search engine marketing when Danny Sullivan was kind enough to let me hold a microphone in lieu of registration fee at my first SES conference in December, 2005 had led to the amazing learning that followed over the last several years. My life has never been the same since! I now have an amazing and wonderful small circle of the world’s greatest search marketing minds whom I can pick up the phone and discuss how search marketing is creating the largest change in business since the Industrial Revolution two centuries ago! I’ll admit it’s challenging and frustrating some days to be part of a tiny group that understands the massive power of how pull marketing via search is changing organizational structures and profitability at their very foundation.

The paradox is most of the leaders of companies don’t have the right combination of old and new skills to lead this change and the number of people in the world truly qualified to lead the largest change management project in the history of the world. I can truly count on two hands at most at present – yet senior management and the world’s understanding of search marketing is so limited at this juncture that those people aren’t even coveted…yet. How can one hire the best leader or search marketing if they are still basically clueless about what they are buying? That’s right, they can’t effectively!

Retained marketing executive search consultants are still picking most CMO candidates based on 1989 standards and position specs and/or last job title held nonsense – oddly a side effect of the effect of search being used too heavily in candidate sourcing and job search. Worse, they are letting the roles be defined by the CEO, CFO and boards of directors who don’t know the first thing about how search engine optimization, content strategy and marketing are changing the world. This causes people with outdated skills to frequently be placed in leadership roles again and again with less than optimal financial results and creating an unpleasant working environment (and a high turnover rate) for the wonderful and hard working search marketers and social media folks that they manage.

It doesn’t have to be this way Professor Clemons. It’s about time you had some new senior vice presidents to talk to that understood search, understand the theory of exactly how and why they need to transform their new organizations and will test and learn their way to success – the kind of success that you can write case studies about and that I can one day come visit your class and share about. But for now, I’d challenge you to name the SVP’s that are complaining instead of performing…I’d love to consult for them and make them look good…or be their replacement if they’d like to continue to complain and not build a balanced (and profitable) traffic acquisition strategy.

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They say that when one door closes another one opens and apparently Barney Harford is the gentleman that was actually meant to darken the doorway. He’s had extensive experiences in Asia and elsewhere for Expedia and more recently as an advisor to Kayak.com and eLong. As mentioned in the article linked to above, I strongly believe that geographical diversity is important to high performing corporate cultures and I praise the Board of Directors for this choice. It is my hope that this will effect Chicago’s landscape in a positive way far beyond Orbitz. Time will tell.

I know what it’s like to arrive in a strange new place from my experiences living in New York and Cleveland. I’ve always appreciated people orienting me to the cities I’ve moved to so I thought I’d return the favor before giving you a few thoughts on Orbitz. Here we go:

- Odd objects in parking spots that have been shoveled clear of snow: You managed to move to Chicago in the dead of Winter. It’s not exactly the most friendly welcome the city can give you. In fact when I moved back here in 1999 – we received 22 inches of snow on during the day I was supposed to move in – it took me a week to recover. Anyway, if you see a chair on a side street claiming a spot, my advice is to pass it by and go elsewhere as you never know what that person that put the object there might do. Of course this practice is chronicled in detail on a blog from Montreal.

- Orginal’s Hair Designers – Good haircut for $16 with the bonus of then giving you a touch up between hair cuts at no charge. You want John to cut your hair there. He arrives at 6AM sharp Monday through Saturday going there between 6-7AM is the best time to go. No appointment is needed. They are located at 134 North Wells.

- Shoe Repair – Beehive Shoeworks gives great on the stand shines and they do an excellent job with any shoe repair you’ll need. Ask for Sam.

- Lower Wacker Drive – A cab can usually make it to the Lakefront or Michigan Avenue faster this way, but they’ll never do it unless you ask as Chicago pays cabs partially based on waiting time. Yes, this is the same Lower Wacker Drive as in the movie the Blues Brothers!

- Free Valet Parking at Most Restuarants in Greektown – Take advantage of this, my favorite place is The Parthenon on Halstead.

- Pizza – As you likely know Chicago is home of the deep dish pizza. My favorite is Giordano’s, the one where the primary office of the chain at 310 West Randolph tastes the best in my opinion and I usually order it withcanadian bacon and mushrooms. If you want something a bit lighter near your office (my answer would be different in the suburbs) , I recommend Tomato Head Pizza at 945 West Randolph. They make their pizzas with a somewhat rare Faulds pizza oven.  You may have experienced this special oven at Delfino’s Chicago Style Pizzeria in Seattle previously. I researched this as I’ve often considered moving to Seattle.

- Italian Beef – This is a rare sandwich that you’ll have to work hard to find anywhere outside of the Chicago area. It’s roast beef immersed in flavorful gravy that is properly presented on freshly baked French bread. If consumed at the right places, this can be heavenly. In the loop you will find this at a place called Luke’s (walking distance from the currentOrbitz office location) or Portillo’s. Like the pizza above, many will passionately advocate their favorite place over another. It’s kind of like a sport.

- Origin of the term Windy City – This is highly disputed. But I mention it because you can judge how much a person studies history by asking if they have any opinion on this subject. Statistically speaking, there are many places in the Midwest that are technically windier, so I personally do not favor this explanation. The most likely in my opinion is the explanation of the politicians being full of hot air. There are others that abound on the net.

- If Your Furniture is Damaged by Movers – Weber Furniture has been in business since 1950 repairing, refinishing and reupholstering fine office and antique furniture. I recently did some work on the site and it already ranks #1 for the term – Chicago furniture restoration. It still needs a bit more authority from off site factors but the link above should likely fix that. Thanks for the opportunity but I hope your furniture travels safely.

OK, now that you are oriented a bit, let’s talk business a little bit.

In terms of my thoughts and philosophy on Internet companies:

- The world is enduring rapid business transformation which historians will may one day judge revival the Industrial Revolution. Corporations need to constantly test and learn to create and maximize the optimal business model mix. Those who create rapid testing and learning cultures will outperform.

- Search engines are changing the foundation of branding from brand name to one of a brand’s attributes to be found by the searcher and user experiences when interacting with the brand. This is a fundamental shift from push to pull where the consumer controls the conversation and it’s about meeting those expressed needs.

- Quotes of business leaders I highly admire are on this page, they are my guide posts.

- I believe that corporations need to restore balance to focus on both revenue and expenses equally, recent focus has been on expense reduction and risk aversion is preventing focus on new revenue potential. This blog post sums up my thoughts.

Thoughts on Internet travel vertical in general:

- Too highly dependent on paid search, need to lower traffic acquisition costs (TAC).

- Desperate need to create long term relationships with customers outside of purchase transaction.

- Customer data models need to evolve to create niche experiences to create best in space customer experience to meet the evolution in branding mentioned above and to increase CPM advertising rates.

- Considerable business travel is booked manually via phone from legacy providers. This presents a potential opportunity.

In terms of Orbitz from a consumers point of view:

- Orbitz does yet not consistently win the price competition in the hotel + airfare category – for my three day trip to SJC to speak at UGCX at the same hotel – Priceline was $411, Expedia was $428 this morning while the Orbitz quote was $476.

- The current Orbitz Terms of Service appear to be in need of revision in regards to link policy in terms of winning the search engine optimization battle.

- I use a pop-up blocker, but I’m sure you’d win alot of points with people if you removed those completely.

There is other advice I have but will keep that private at this time. So again, welcome to Chicago! Please let me know if there is anything I can help you with as you settle in. Good luck with your role at Orbitz!

OK folks, sorry this post was a bit long.  What suggestions do you have for Barney to improve the customer experience, customer acquisition and conversion rates at Orbitz while still reducing costs and improving profitability? I’d love to see your comments on this.

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Speakers:
Craig Macdonald, VP of Marketing & Product Development, Covario Inc.
Ellen Watson, Relationship Marketing Manager for Child Care Brands, Kimberly-Clark Corp.

This is a live session blog from Search Engine Strategies Chicago 2008, please excuse any typos and/or fragments. Thank you!

Ellen Watson – Kimberly Clark:

Paid search strategy requires balance:
Budget, Volume and Traffic Quality

2007 Strategy at Kimberly Clark was like this:
Fixed Budget
Max CPC set
Campaigns optimized for conversions

Sacrificed:
Impression share
Average position
Branded terms vulnerable

2008 Strategy now looks like this:
Maximize impressions share
Compete aggressively for top terms
Maintained good conversion

Required:
Increased budget
Regular monitoring

Agency partner priorities:
Forecast annual budget
Managed bids daily
Changed reporting to include new metrics
Adjusted match type, ad copy, landing pages to maintain performace

Global Search Lessons Learned:
US engines sufficient for North American campaigns
Server location is a big issue for international and localized sites – ip address of the site should be in the same country as the address of the server, but local may require a large investment in IT infrastructure

Craig McDonald, Covario:

The New (economic) Reality:
PPC growth at 5-10% level (down from 35%+ growth)
Need to get more from SEO
NO headcount increases in foreseeable future
Squeeze 15% cost improvements out of programs
3 month payback periods, max

The Role of Technology
Paid Search – campaign management automation
Natural Search – automation of audits and tracking and performance
Comprehensive Search Management – SEO/ content convergence, Automation PPC program impact on natural search results

There was then a lively question and answer session on spending in organizations.

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• In Case You Missed It…
• At SES San Jose / Silicon Valley 2008 Day 1
• SES Chicago – Day 2 – Yahoo! Search Marketing Lunchtime Panel

Speakers:
Dr. Larry Cornett, VP, Consumer Products, Yahoo! Search
Mike Grehan, Global KDM Officer, Acronym Media
Chris Blakely, Director, Client Services, comScore, Inc.
Todd Schwartz, Group Product Manager, Live Search, Microsoft Corporation
Jack Menzel, Senior Product Manager, Google

This is a live session blog from Search Engine Strategies Chicago 2008, please excuse any typos and/or fragments. Thank you!

Mike Grehan:

You need to think differently.

Vertical creep is pushing organic results down the page.

Eye Tracking shows that people are not scrolling the way that they used to.

This creates a problem, you need to be at the top of the listings.

Local business center creates opportunities for local businesses.

New paid search results like paid results.

Chris Blakely – comScore:

Leverage comScore search data shows traction of universal search efforts.

Feature sets of search expanding. 48% of searchers are seeing different types of blended search results from their queries.

Lower clicks on sponsored links with the exception of ecommerce and travel.

Organic search strategies need to evolve from that standpoint.

Jack Menzel – Google Product Manager Universal Search:

Universal search has the following elements:
Comprehensiveness – Images, Maps, News, Products, Video, Books and more
Relevance – Run every query against every index, decide what to show only after we collect all of the data
Presentation – Summarize the content in the most efficient way possible.

Recently, there have been made into search results pages.

Better Ranking – Universal search is just a subset of ranking.

What’s next?
Keep improving relevance
Help users explore
Improved results summary

What does this mean for web masters?
- Publish the best and high quality content that you have.
- Take advantage of prominent new verticals

Todd Schwartz – Group Product Manager – Microsoft Live Search:

Evolution of Search:
Search – Directories, Keyword Trends, Rich Semantics, User Experience
Market – Immature, Closed Trends, Open Item????
Consumer – Search, Keyword Trends, Actions

Deliver, Simplify, Implement

Showed Samsung lcd tv model – showed elements of a shopping review, rating and engine – an interesting change

Showed weather and Barack Obama examples

More engagement
Better reach
Higher ROI
Update Product and Business Info
webmaster.live.com

Larry Cornett – Yahoo! Search:

Transformed from a static experience to a complete information in one search

Showed several Blended examples using Yahoo! Search:
Kyle Orton – Chicago Bears fantasy sports
Movies – including times and local listings
Beyonce – music videos on the search page
Sushi in San Jose
Barack Obama
Puppy

Richer, more relevant links…

Searchmonkey – publishers collaborate, meaning behind the link, richer experience, relevant and personal, etc.

Yelp is a Searchmonkey partner. (How does this affect Yahoo! Local?)

The infobar – Steve Jobs example

Share structured data: Publishers > Searchmonkey > Tell your users

Why is blended search important?
Unmatched opportunities and control for publishers
Key step for building a smarter search engine with structured data
gallery.search.yahoo.com

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Forget about monetization, can Facebook survive without any useful customer service improvements? While 98% of the service works great on autopilot, there is absolutely zero customer service for the things where you do need help. I don’t mean bad customer service, I mean there is absolutely no customer service for certain issues.

Case #1 – Last month, I created a group called Interactive, Search Marketing and Social Media Change Managment in my haste to leave for a conference, you can see that I mispelled Management in the group name. This field is not editable by the group owner and after 7 weeks, I have had zero professional response from a real human at Facebook to resolve the issue.

Case #2 – Lack of ability to add Networks of former employers properly. As more people are using Facebook as a sourcing tool, the inability to update this for historical employers, in my case BlackRock, is not just an inconvenience, it could be costing me opportunities and monetization due to the lack of focus on data integrity of my profile to the level I’d like. On this matter I reached out to an executive of Facebook directly – they said they were sending it to customer service as “they should be able to rectify your issues”. Ten more days have passed without correction of my two data problems. I’m putting a deadline of October 30th on this for Facebook to fix this as this is a more than reasonable amount of time to do so.

Lastly, a necessary enhancement. How about a button on people’s profiles that says, take me to all the messages I have exchanged with this person? Thank you.

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Hurricane Ike’s larger than category 2 impact suggests need to modify Saffir-Simpson Scale hurricane measurement and communication metrics. It is heartbreaking to see and hear the stories of people who wouldn’t evacuate before the areas on the Texas coast because Hurricane Ike was “only a category 2 hurricane”. The reports and pictures from airborne helicopters indicate massive hurricane property damage and, unfortunately, loss of life from Hurricane Ike. I dedicate this post to these victims.

This begs the question, could this loss of life been reduced with better communication of risk to the people in the areas of projected impact, causing them to evacuate?

Places like Galveston, Bolivar, Crystal Beach, Gilchrest, High Island, etc. had lower evacuation rates than during Hurricane Rita. This could have been much, much worse if it hit a more densely populated area. But the loss of any life is undesirable (and potentially is preventable).

A friend of mine who lives on the Gulf Coast has repeatedly suggested to me that there is a need to have “less media hype” and “more factual metrics” when hurricanes approach. As you know I think about metrics a lot in terms of the Internet and business processes and I started thinking about this issue and the implications of it.

The last National Hurricane Center report before Hurricane Ike made landfall in Texas contains the following two paragraphs:

DATA FROM NOAA DOPPLER WEATHER RADARS AND RECONNAISSANCE AIRCRAFT
INDICATE MAXIMUM SUSTAINED WINDS ARE NEAR 110 MPH…175 KM/HR…
WITH HIGHER GUSTS. IKE IS A STRONG CATEGORY TWO HURRICANE ON THE
SAFFIR-SIMPSON SCALE AND COULD REACH THE TEXAS COAST AS A CATEGORY
THREE…MAJOR HURRICANE…JUST BEFORE LANDFALL. STRONGER WINDS…
AS MUCH AS 30 MPH HIGHER THAN AT THE SURFACE…COULD OCCUR ON HIGH
RISE BUILDINGS.

IKE REMAINS A VERY LARGE HURRICANE AND HURRICANE FORCE WINDS EXTEND
OUTWARD UP TO 120 MILES…195 KM…FROM THE CENTER…AND TROPICAL
STORM FORCE WINDS EXTEND OUTWARD UP TO 275 MILES…445 KM. DURING
THE PAST HOUR…HURRICANE FORCE WIND GUSTS HAVE BEEN REPORTED ON
GALVESTON ISLAND AND REPORTS FROM NOAA AND AIR FORCE RECONNAISSANCE
AIRCRAFT INDICATE SUSTAINED HURRICANE FORCE WINDS ARE JUST OFFSHORE
GALVESTON ISLAND.

I’m not certain how many years ago the National Hurricane Center started reporting Hurricanes in this format with the “hurricane force winds extend outward from the center ### miles” and “tropical force winds extend outward ### miles”, but I find that information useful as there is a significant correlation to size of the hurricane and the impact of the storm surge and geographic area that are affected. This is therefore extremely useful data, but it’s locked up in giant blobs of text that don’t allow it to be communicated effectively.

I’d like to therefore propose and suggest that the National Hurricane Center make the following modification the to Saffir-Simpson scale to the following new format:

Saffir-Simpson Scale number – hurricane force wind miles from center number – tropical storm force wind miles from center number

Hurricane Ike would have therefore been the following at landfall:
2-120-275

It is my opinion that this would be a much more useful as the overall radius of the hurricane force and tropical force wind fields would be communicated effectively and consistently instead of in inconsistent references. One could argue that you should use the circumference to make it more dramatic, but not all tropical cyclones are perfectly symmetric so I prefer usage of the existing communicated metric radius.

This humble blog post is clearly just the first of many conversations to openly discuss hurricane scale and metrics and creating this needed reform. The reform itself is more important than the exact final form of this reform prior to the start of the 2009 hurricane scale and metrics season. I look forward to seeing comments and other blog posts.

I look forward to someday having a clearer metric that can save more lives. Thank you for your participation in making this a reality!

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So this could mean one of a few things are the culprit here…

1. Barack Obama Google Link Bomb – While it doesn’t rank #1, the fact that there is an indent entry after the Barack Obama entry is an indication that Google is seeing that page as important or having a link spike. Recently, Barack Obama had also recently been ranking highly for the term “Linkedin” so it appears that the Obama campaign is trying to utilize search engine optimization techniques on social media sites to compete with John McCain and Sarah Palin.

2. The www.new.facebook.com pages when mixed with old Facebook pages is confusing the Googlebot? - It wouldn’t be out of the question. It could be that it looks like a regular domain and a subdomain.

3. Other parts of Facebook are being opened up to search and these pages are causing issues somehow – several sites reported this. Facebook’s continuing inconsistently about what is public and not public to search is frustrating and is inviting an unnecessary future firestorm. They should really be more clear and communicative, have they forgot the previous lessons of the past?

4. None of the above – What is your theory?

While I’m at it – Dear Facebook – you have not solved the problem I submitted in August to your help desk. After waiting a week you sent me a message which did not even address the issue or indicate that a human has read it. I’d appreciate professional resolution of this request.

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During Cluecon, I was able to drop in and catch Irv Shaprio’s speech, what follows are my live blogging notes of the session:

What does ifbyphone provide? Phone mashups – combine data from the world wide web with phone inputs and conversations.

ifbyphone goals:
- Technology Agnostic API – any language, host, data or location
- Dialog Support – Voice Forms (IVR), DTMF, Text to Speech, Automated Speech Recognition
- Call Management – outbound (termination), inbound (origination), Scheduling API, Broadcast API, Call Completion API
- Support Services – documentation, blog, user support forum, free development accounts and live support people

Lots of documentation is available, telephone scale

Phone mashup example – getting request from a form

Build a Voice Form Setup Form
Built in grammar allow branching of questions (Survo voice form setup)
ifbyphone uses forms instead of selectors for 100% reliability

Check out phonemashup.com for more examples.

Marketing people are using this to put the telephone into the existing treatment processes.

———————

Analysis: ifbyphone is enabling a bridge between web 2.0 and the phone. What I love about this is I think it’s part of a trend, removing silos to create effective solutions for companies and their customers. It’s small space with the potential to have large business impacts in terms of efficiency and customer satisfaction that will be fun to watch develop and watch who steps up to implement the solutions rapidly.

A recent interview of Irv can be found here. I certainly look forward to seeing and learning more about how ifbyphone will be impacting business results shortly.

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After this exercise, I now think there are groups of Digg users with different tendencies. I’ll tentatively entitle these tendencies Super Socialites and Relevants – users who wait for can’t miss content. These users fall into two subcategories – High Submit Success and Infrequent Participation. Check out the wide variations in these new metrics sources, which are agnostic as to the tenure of the Digg  user:

Digg User   # Popular
MrBabyMan 2644
msaleem 1681
zaibatsu 1410
supernova17 1210
MakiMaki 1046
mklopez 913
skored 842
tomboy501 563
IvanB 485
pizzler 459

Digg User   High Submit Success Ratio
kevinrose 97.105%
FirstDigg 80.180%
haxr 63.095%
diggboss 61.184%
sepultura 60.773%
macbot 55.556%
openthink 52.301%
lazycat 50.314%
supernova17 49.187%

Digg User   Diggs per Popular  (lowest voting participation)
normalkid 7.373
tarkullu 15.327
macbot 19.133
lnfiniteLoop 20.118
mklopez 24.648
Vinvin 25.163
kevinrose 27.827
MrEMan 27.909
MrBabyMan 36.769

Digg User  Diggs per Popular (highest voting participation)
ShuTian 1025.769
numberneal 901.385
maxyRO 820.896
zoomtechtv 767.209
emberjohn 713.982
FamilyGuyFan 711.771
lekahe 679.068
vroom101 675.685
iching 563.242
Konstantino 554.347

While every change of the Digg algorithm, these rankings shift anew in unpredictable ways.  These new metrics show some clear differences in the tendencies of some Digg users. It would be be wise to pause and analyze these different types of Digg users and how their mixture of roles create value on Digg.

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If I were the lead product manager at Twitter, I’d be setting up two primary screens:

1) Keywords across the entire network overall which toggle switches for the frequency compared to normal (it would be cool if this was somehow “normalized” so that less frequent words with huge percentage increases actually got noticed – so that everything wasn’t Angelina Jolie, Barack Obama, Brad Pitt, Michael Arrington, Jason Calacanis, Fred Wilson, etc).

2) Graphs and/or alert spikes of user defined keywords – ie ones that are important to oneself personally or to one’s business or clients. I would dare to say this might actually be a business model that could lead to meaningful monetization – I think alot of web services haven’t thought this through nearly enough. Organizing real-time data for useful decision making as a business model worked out OK for Michael Bloomberg if I recall correctly. Some might say Google Trends does this already from a search perspective, but it doesn’t break down the word clusters to core words with “sidekicks” and is not the leading indicator that Twitter is by an uncertain but definite time margin.

Before I’d get to this though, Twitter would have to become stable and Twitter would have to fix the AIM problem I posted about on June 1 and have not gotten a response to yet. Good luck on getting those items in order first, then feel free to give me a shout Biz.

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Let’s start an exploration of these issues in more detail:

- There is an almost total lack of imagination regarding potential emerging revenue streams – When I attend search engine conferences, I hear over and over how “63% of transactions occur offline after an online search (comScore 2006).” Tying together that transaction with it’s higher relevancy holds the key to a revenue stream potentially larger than Google’s Adwords product. Having once spent 6 months of my life trying to raise capital for a search advertising concept, I have to agree with Robert that there is lack of willingness to engage in serious funding conversations of this type – until half a dozen other people do it…that’s messed up!

- In large businesses, there is an obsession with basing business cases on expense savings rather than the potential for new revenue streams- Going back to that example above, financial services institutions could play a large role in this. However due to the lack of risk management processes that caused the housing crisis, they are risk adverse at this moment and risk removing themselves from this once in a lifetime opportunity. I saw 4 companies give presentations on their business cases on mobile retail banking and they all focused on the reduction of call center costs! Think about that a second, moving things from a PC to a phone will reduce call center volumes? Highly questionable at best form cost savings perspective, certainly missing the revenue opportunities completely.

- Everything in the world is converging, yet most companies have silos and are hiring specialists (set up for failure) – When banks are trying to become relevant in mobile and mobile is trying to get into advertising and payments, can you afford to hire people with one dimensional skill sets? The answer is no, not if you want to win.

- With increasingly rapid cycle times in technology, competitive benchmarking is becoming less useful – If none of your competitors has made a tough decision to reorganize a department, shift financial resources to new ways of doing things in marketing or customer service, how can you improve via benchmarking? Stated a different way, if your process is broken and all of your competitor’s processes are broken, you can’t possibly create market leadership by benchmarking. You have to hire the best and most brilliant people who hold little if any limiting beliefs and give them the authority to innovate based on what customers want. Serving those needs in the Peter Drucker fashion is the only way to create true market leadership. This does not mean that competitive analysis is dead. It does mean that the benchmarks you need to pay attention to are the breakthroughs regardless of industry.

- Existing legacy cost centers in large corporations are creating barriers to innovation and efficiency both internally and externally – These cost centers prevent reallocation of budgets to adopting usage of superior and more efficient technology or Internet/mobile advertising due to their all or nothing nature – smooth and frequent shifting to most economical resources is the unfortunate rarity. There is a large number of reasons for this and this topic is worthy of a post of it’s own (please submit suggestions). Cost centers make the silo problem worse and hard to solve.

- Traditional management consulting needs to acknowledge proprietary technology and data models as strategic and gain an implementation focus – If you come in for 6 months and never implement anything and nobody does any of the suggestions, your net present value is actually negative.

- We need to take back control of companies to focus on the customer as priority #1 – 5 year plans with a stack of initiatives in year 4 are interesting, but no longer practical. Notice I say take back control. This is the way the world used to work before endless Powerpoint and overly large bureaucracy like 18 month committee approval cycles. In fact Tom Peters stated on February 3, 1998 on Charlie Rose show as saying “I got tired of the McKinsey bureaucracy”

- C-level management and boards of directors treat social media, search marketing and Internet advertising like an island instead of integrating it into one’s culture and redesigning processes from scratch to support it – This is disruptive to companies using these products and companies that provide these products alike due to the lack of growth and monetization. But guess what? You can’t redesign these processes without bringing in people with a combination of skills that include both traditional management and the new tools. Right now we have people at the extremes. This doesn’t work.

Carolyn Shelby and I will be giving a talk to c-level executives on these an other related subjects this Wednesday at the Gleacher Center in Chicago. You may RSVP here. It is my first in a series of talks I hope to engage the world in over the coming years as we embrace this great challenge together! I need everyone’s help to help shape this vision and create this reality and maybe some famous quotes around the way. It is the furthering of a conversation that started with my appearance discussing these issues on SEO 101 – it starts at the 13:30 mark. Brian Mark said he’d love to see a Search Engine Strategies session on this, we are still working on fulfilling Brian Mark’s dream (24 minute mark).

I’d like to hear others like John Furrier, Fred Wilson, Dick Costolo and Don Dodge to chime in on this issues first chapter…

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Will the AIM interface ever be fixed? I found posting from IM to be the easiest and fastest method, it’s been broken (or blocked by AIM?) for months dating back to 2007.

What is the status of the Twitter AIM interface? Anybody?

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Wow! That was tiring, I stepped on the L at 7:30AM and didn’t get home until 1:30AM the next morning! 18 hours of pure madness! Most people noticed the great speeches by Gary Vee from Wine Library TV and Dick Costolo (aka ask the wizard) and others. But what I really appreciated was the other things that the day brought to me. When Frank Gruber and Eric started TECH cocktail, one of the goals was to enable the interaction of people and removing barriers between entrepreneurs, funding sources and removing the boundaries between Chicago and the rest of the world.

When I sit at the first TECH cocktail CONFERENCE Chicago watching great speeches and meeting people from startups from both the east and west coasts while talking, playfully joking about Internet concepts and trading ideas with a local Chicago angel investor in the back of the room for hours on end – it’s at that moment one can clearly perceive a vision is starting to become reality…

For a first conference, it was very well run. There were those little things with a venue that didn’t go quite right with the elevators and not having enough power outlets (but you could say that about any conference) but those were out of their direct control. You could see that Eric and Frank went out of their way to challenge the audience about topics that too often go ignored at startups, like how to set up a corporate entity properly, partnerships and most of these challenges and experiments went well.

So what’s next? I’d like to challenge each and every person in TECH cocktail community to take things to the next level by taking the following actions:

1. Follow Up – People need to work to get to know each other better and learn to leverage each person’s special gifts and talents and realize that 1 + 1 > 2 when we behave in this manner. For me, I know that creating new business partners while listening to help iterate the product, data model or service is my area of strength.

2. Change TECH cocktail from an event to an everyday process on your own – a three month cycle time is not sufficient to build relationships to the next level – it’s everyone’s responsibility to make an hour here and there to sit down with someone, learn about what they are doing, give them a fresh perspective and potential assistance. Don’t wait for the next TECH cocktail event. If this means you need to organize your contact info, make that important time investment.

3. Listen to what Dick Costolo had to say about Internet company NDAs and then change your behavior accordingly (where is the video of that speech anyway?) – Stop sending people NDAs that serve no purpose other than to destroy your access to people who are the most qualified to help you. Ideas are a dime a dozen, assembling the right people with the current knowledge and future potential to create that reality is what matters.

4. Go beyond lurking, participate!!! During the conference, I had at least 10 people talk to me about a blog post of mine in detail, yet they’ve never left a comment on my blog. That’s sad. Leaving a comment leaves you a hyperlink back to your business or blog and allows distribution of one’s business network organically removing them as the bottleneck, please use this viral tool.

5. Learn to hire people for their current knowledge, network, blogs and future potential - not legacy job titles and brands – this takes work, research and being involved in the community, but it is how you’ll find the breakthrough thought leaders and future superstars.

6. Become an ambassador to expanding the understanding of the tools we all use and expand our base of understanding to new people outside our core – If you have a client or operate a service do they understand what Internet advertising, blogs, rss, social media, twitter, etc do? If they do is their organizational culture and structure set up to handle it to serve a customer’s needs? Many people know there is a problem but do not know where to start to fix it – I want to help those people as it will ease the adoption and enhance demand for disruptive new Internet services. I’m planning a series of future posts on this important, yet highly untouched topic. If you have examples of success stories or learnings in this area, I’d love to hear from you.

What else would you add to this list? I look forward to your contributions.

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The effectiveness hits home when you see it happen to someone you know who is less famous (but no less remarkable)…

Congrats, Dan! See you soon.

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I was massively disappointed by what followed…

A giant and unnecessary pdf file weighing in at a hefty half a megabyte arrived in my mailbox.

Giant pdf files are anything but eco-friendly!

Sometimes those massive pdf’s are jammed into archaic email servers with small file size limits like the joke of the size of my chicagogsb.edu email address (the quota hasn’t ben raised from 20MB in it’s history and creates networking bottlenecks). Secondarily, large files are not eco-friendly in general as they take up larger amounts of hard drive space which drives demand for more hard drive space – this is hardly eco-friendly. This isn’t even mentioning RAM implications.

I would hope that Eco-Safe would chose to immediately work to limit the file size of it’s output or better yet eliminate pdf’s altogether…

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Jon Kaplan’s talk starts here: Youtube was founded at a dinner party in 2005. There was no easy way to share video files.

Online video viewing in the mainstream

Americans stream of 10 billion online views monthly…

Explosion of Content = connection of people + democratization of the tools of production + broadband penetration + falling cost of data storage

Sharing is the new viewing – 150M unique users globally

Demographics: 2/3 of YouTube users are over 35, 37% earn above $75,000

800 content partners attended YouTube Videocracy in February

Four ways to think about marketing in 2008
- Target your audience with video profiling
- Integrate your brand into the user experience – on YouTube and Beyond!
- Leverage your offline assets and ones YouTube is creating
- Think about measurement differently

Video Profiling – Building Tools for Effective Targeting – using traditional demographics in the search by audience features…

YouTube’s Creative Standards – 20 million home page views a day

Animated flash overlay is the current YouTube ad format – NO Pre-rolls are shown
Promote Your Video: Video Search capabilities

Integrate Your Brand into the Experience – HP example

It’s all about interesting content: Turbotax

It’s about all about educational content: Vanguardinvestments brand channels

Launched test of video ads in the 1st Quarter of 2008

E*TRADE – pre-seeded SuperBowl commercials – 2,000,000+ views on Youtube.

American Express sponsored fashion week

YouTube Global Gathering

Metrics – the social side of YouTube
- Users can rate videos
- User can comment on videos
- User can add videos to their list of favorites
- User can share videos with friends
- Users can subscribe to their favorite channel

New metrics will accompany this, Google Trends data – admitted that this drives need for Adwords campaigns. Discussed other metrics in terms about how the video was measured and then closed with questions.

Audience question: Should YouTube provide statistics for videos with completed views or the average time of engagement with viewers so that more accurate measures of engagement could be provided?

Answer: That’s a good question. Said several things about exploration of new areas. Did not say yes we’ll add it or no we’ll never do that. It will be interesting to revisit this issue at some point.

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Many strategy consulting organizations with outstanding reputations have alumni relations programs including: McKinsey & Company, Booz Allen Hamilton, Boston Consulting Group (BCG) (11/2010 link broken), A.T. Kearney, Bain & Company, Katzenbach, ZS Associates, Marakon Associates, L.E.K. Consulting, The Parthenon Group, Oliver Wyman, Kurt Salmon Associates and Monitor.

Some investment banking and institutional money managers have started to follow this trend of starting alumni relations groups that the consulting companies started such as: Goldman Sachs and Lehman Brothers. I’d be delighted if BlackRock joined this elite financial services thought leader club creating alumni networks shortly as I’d love to reconnect with many of my former BlackRock, reconnect with them, form and fund entrepreneurial ventures with them. There is amazing value that can be created for everyone that puts a common social network experience in the center of the conversation.

In all of those companies there is a diversified portfolio of services and business development that can be created from these interactions that is good for the company. In Google’s case, I’m struggling to see what value can immediately be created beyond selling Adwords to alumni’s new companies and facilitating funding or acquiring start up companies via Google’s corporate development department.

One thing is clear, Google is planning for a future that includes more former Googlers who have moved onward!

UPDATE: One word changes ALOT of meaning. I neglected to notice the word university. Apologies.

Ironically this makes this role even more unique. As I’m unaware of any companies that partner directly with either of my university alumni programs in this manner. Makes you wonder if they have plans to offer a service offering to this sector.

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• Blogging (25%)
• Search engine optimization (14%)
• Email marketing (12%)
• Pay per click (8%)
• Blogger relations (6%)
• Online public relations (5%)
• Viral marketing (5%)
• Corporate web site (4%)
• Social networks (Facebook, LinkedIn) (4%)
• Webinars/Teleconference (3%)

Lee is also a friend to all, I can think of the many times we’ve shared drinks and meals together in various places fondly and we’ll always be stopped by someone saying hello. Here’s a picture of Lee, myself, Chris Boggs and Tamar Weinberg.

Lee is speaking at Search Engine Strategies London (SES panels on News Search Optimization, Blog and RSS Search Optimization and Online Reputation Management – all good stuff!) . Even more amazing is that the busier he gets, it doesn’t change him, I still hear from him in emails regularly. Keep up the hard work Lee, it shows!

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What’s upsetting is that just like the mismanagement of the CTA for decades, many of the comments allude to years of neglect and mismanagement by the government of the City of Chicago. CBS put together a story on how to file a claim for damage. Why must everything become a crisis before anybody does anything about these things? Maybe the city and state will put in resources to fix the lack of easy access to entrepreneurial grants and angel investor tax incentives like Wisconson has next – while we still have an economy…

Here are a few answers Chicago Tribune readers gave (some make you laugh and cry at the same time):

Potholes on my entire way to work on Devon Avenue Between Northwest Hwy and Caldwell Ave. Noticed several vehicles with flat tires this morning causing a traffic jam

Westbound on North Ave, there are are at least 2 or 3 massive potholes just before and after Elston Ave. Stay out of the right hand lane

On Webster between Clybourn and Ashland. There is a fifty foot section with about 25 potholes

One more vote for Lincoln Ave. between Petersen and Devon — avoid at all costs if you care about your car

Central Road, from Milwaukee west to River Road. It is like driving a road in a third world county. Cars bob and weave into oncoming traffic. You can’t driver over 20 mph. Someone at county should be fired for letting a road deteriorate to this degree

Just as you get off LSD on to LaSalle North exit going south right lane is full of potholes

Park Ridge: Cumberland Avenue between Devon and Higgins

Worst — take your pick, LSD Irving Park Road to Foster. Second worst — Oak Street underpass northbound to LSD. Third worst. 47th underpass to LSD. Some of these above holes are a foot deep and several feet across

Cicero Ave and Lawrence, in the left hand turn lane on Cicero… it’s like an unavoidable abyss

On westbound Lake Street between Ashland and Western there are so many little potholes the drive seems like you are off-roading

Under the pass to get on Lake Shore Drive from Oak it’s been like that for over a year! Disgraceful! The CTA ride is awful and 311 doesn’t do anything about it! The drivers try to drive on the left side when possible as the busses bounce horribly!

Western bridge going over Belmont, southbound, west lane. They’ve been there for at least a month

Have you seen the pothole on the bridge at Division and Halsted… Big enough to make a person disappear

Westbound on Grand just east of Milwaukee Ave. The whole thing is one series of huge potholes

The pot hole at Archer & Cicero in the northbound lanes just cost me $550 in repairs – yeah lets spend some more $$ on the Olympics -idiots

Like others have said, Cicero between 21st and 51st is a landmine. It’s so bad, I saw a small car driving along and it just disappeared into a hole….lol

I CANT BELIEVE DALEY HAD ALL THAT MONEY TO USE TO TRY AND BRING THE OLYMPICS TO CHICAGO BUT DOEST HAVE ENOUGH MONEY TO FIX OUR STREETS. WHAT ABOUT THE BRIDGE ON 31ST BETWEEN PULASKI AND CICERO IT LOOKS LIKE MINES WENT OFF

Southbound on N. Clark Street, just north of Upper Wacker Drive, right lane swallowed my car. Still can’t find it

Right lanes of Ridge Road in Evanston. Very bad in both directions

The worst pothole is on the east edge of the southbound Fullerton entrance ramp to LSD. A close second are numerous potholes on Halstead between Chicago and Erie. You have to drive like you are going through an obstacle course

Almost all lanes of LaSalle Street between the Lake Shore Drive ramps and the intersection of LaSalle and Clark

4200 South Ashland. Even the CTA bus won’t go near it! And avoid at all costs Pershing Rd. between Halstead and Ashland

Bridgeport – 31st street between the Dan Ryan Expressway and Halstead (especially under the viaduct near Canal St) and the ENTIRE 31st St ramp getting onto the inbound Ryan. I’ve already replaced two tires this year.

Try driving on Cicero Ave. anywhere near the Stevenson. Pot holes deep enough to strand tanks. Been this way for weeks.

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As many of you might recall, founder Joshua Schachter (who has not yet bookmarked my blog in del.icio.us) sold del.icio.us to Yahoo! in December, 2005 making Fred Wilson a happy man.

Many people in the search engine community tell me at conferences that other search players have actually been getting more value from del.icio.us since the acquisition because they have crawled del.icio.us. If Yahoo! were to hire me as a consultant, it’s something I might want to do some testing and learning with to see how it would affect the competition.

To test this theory, I registered a domain last Summer and tossed it on a host and had a few friends post a del.icio.us entry but gave the site no other links and checked it once a week. The following engines indexed the domain in this order: Google, Live.com/Msn, Yahoo! and then Ask. A few weeks ago I noticed a significant shift in some Yahoo! rankings and now it made sense now that this change is apparent.

Just in case you’re wondering good tags for my blog in del.icio.us are – chicago gsb mba marketing business development startup executive seeking venture capital funding – for a limited time every person who bookmarks me with those tags and emails me (see my Chicago gsb marketing bio for the email) with a the del.icio.us page and their blog, I will add a link to them in the bottom of this post. One exception to this currently would be Jason Calacanis (whom I wouldn’t actually consider linking to until he returned my phone call from October when I was in Santa Monica).

So why did this take so long? This is a good question. You may recall all the hub bub in 2006 about Yahoo! building modular programs that could be easily swapped out. This obviously has taken considerably longer to complete than the initial estimates. But this is a sign of a much needed glimmer of light eminating from Yahoo!

Analysis:

- Good move for Yahoo! overall in terms of relevancy (though this did not need it to be visible?).

- This move is not without a significant risk. What if Yahoo! users were to migrate enmass to del.icio.us and make it their default search engine? It’s not monetized. If this scenario were to occur in the current state Yahoo!’s earnings would take a serious hit. Robert Peck at Bear Stearns should most definitely analyze this scenario.

- The display of the del.icio.us social media result might prove distracting to the user and users may defect to other search engines.

- This may attract more del.icio.us spam activity.

What do you think of this move by Yahoo! to test integration of del.icio.us into Yahoo! search results?

Links from del.icio.us pages project:

- Bryson Meunier from Chicago has bookmarked me in del.icio.us

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There are three primary prizes you are shooting for:

1) Becoming a “featured video” on the Youtube homepage.

This is apparently an internal process at YouTube and the system is not transparent. Andy Mckee’s “Drifting” was added to the Youtube featured videos after thousands of views, while Mike Huckabee eating a hamburger named after him in NH yesterday was added when it had zero views. One thing is clear, being featured on the YouTube front page can provide rocket fuel for perpetual viral status. For example, Andy Mckee’s “Drifting” now has 10,000,000+ views.

2 ) Ranking well on the any other social, tagging or metadata metric.

Most Viewed, Most Discussed, Top Favorites are all categories accessible within one click of the home page. The later two categories have been dominated lately by supporters of Ron Paul who have been actively doing the work necessary to get their videos featured. Each of these has subcategories to think about when you chose a category, tags and content wording – Autos & Vehicles, Comedy, Education, Entertainment, Film & Animation, How to & Style, Music, News & Politics, People & Blogs, Pets & Animals, Science & Technology, Sports, Travel & Events and Watch on Mobile. Do you have a community to mobilize?

3) It’s not a complete one to one correlation, but videos with higher views, comments and favorites tend to be the ones featured in Google universal search results.

This can keep the viral traffic going to that video long after the YouTube event. Critics would note that this creates an echo chamber effect that is as entrenched as a Wikipedia page.

OK, how do I do this?

- Start with making quality content that creates passion.

- Start with standard SEO of your video content.

- Build links via best practices – consult these expert entries on how to optimize for: StumbleUpon, Digg, del.icio.us, link to the videos on blogs etc.

- If you have a community get them to view the YouTube video content, favorite it, rate it and comment on it in a tightly clustered time frame.

I’d also experiment with some new tools such as:

- Tubemogul (thanks to Karl Long for the suggestion)

- Video Sitemaps – though it’s not clear whether that is only for self-hosted videos.

For the gray hats out there:

- Tags appear to be valued highly in YouTube’s current search relevancy process. Yet unless a viewer clicks to see all of the content the tags will never be seen.

- After a video is popular on YouTube, you can edit the category and get it to rank in a new category using the traffic that was built in a different vertical. This tactic surprised me in that I did not know you could change the video after publishing in that manner, though I’m surprised by how well it works. Please keep in mind this only works for videos with existing high traffic.

There is an amazingly thin amount of content on this subject, I’d highly welcome other people’s thoughts on the subject for inclusion and expansion of this research to date. But for now I hope this serves as a useful guide to you for your YouTube video view optimization!

UPDATE 1/16 – this has been translated and expanded upon in German!

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Though I’ve exchanged many emails with Tara before, I had never met her in person. After the meal we chatted and did some shopping. It was really nice talk to Tara as our conversation was focused and introspective – the kind of conversation that makes both people better for it, it was fun. Great fun with everyone chatting about things they are working on and things they want to achieve in 2008 and beyond.

Thanks to everyone who came out on a snowy Chicago morning (and those who didn’t) for some blogger bonding! May many future trackbacks take place…

Tara and Joi are fans of the site Ma.gnolia, is anyone else out there a big fan? I might have to try it out.

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Begin Your Research Project:

URL Structure
Search Engine Indices
Current Rankings
Spider Activity (Net tracker gives great spider research…)
Determine Target Terms
Overcome technology, resource and/or political challenges
Index, Optimize
Monitor improvements

Your Page Titles: Are they Really Optimized?

Example: Wine racks (Pier 1)

Page title – is it right?

Dynamic versus static – do they need to be static? No.

Basic Optimization Tactics – keyword embedding

Home page title matters – a lot!!!

Relevant Page Title page, Footer – best first quick steps

Are pages titles enough? H1, H2, Intro optimized, URL optimized, page rank updated.

Hierarchy of a website – URL, how deep and often is the crawl?

What We Found

- We found minimum of 3 issues

- Additional reports and trending are important

When that isn’t enough?

Universal Search?

Update the robots.txt file to remove things.

Canonical issues, soft 404’s get it right!

301 redirects – are they still in place?

Matt Bailey, Sitelogic

IT for marketers

IT and marketing need to work together.

Robot.txt is the welcome mat to your house…

Redirects.

Use Webbug

Architecture – if you using JavaScript, it will not work properly

Duplicate content – avoid it!

Cannibalization problems

Legacy spam – invisible text links…

When Google finds pages though natural crawling, its’ better – Using Webmaster Central helps…

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****************************************************************************

Everyone on this panel clearly put a lot of long, hard work into the concepts, thought and research into this panel and this blog post won’t do the great conversation the justice it deserves. It’s bleeding edge, this is fun and interesting stuff that will eventually transform the way consumers chose products and discover need brands that specifically meet their needs.

****************************************************************************

Does search help CPG? Comscore and Yahoo! provided the data for the SEMPO study.

James Lamberti, Comscore

The search marketing opportunity…100 million unique visitors in food alone, and babies

Who are these searchers? Average income, dramatically higher, 80% female

They enjoy cooking and entertaining.

Allergy sufferers are a prime underserved demographic. The opportunity to build brands via presences made through educational experiences.

Matt Wilburn, Yahoo!

Order of importance to searchers

- Information & Help

- Purchase Decision

- Promotion

- Company Website

Content matters more than a direct navigation. (I see a pattern developing here)

Consumers expect a digital shelf to be similar to a store shelf.

Out of stock, hard to find are issues.

Are you visible in paid and organic? Are you creating a nice impression?

Dana Todd, Sitelab

This is a compelling proposition. We believe in the promise of search for branding issues.

We need to think outside ROI. Back away from the spreadsheet. You need to get people thinking outside direct acquisition.

The first brand for cheese is on page three of the Google organic listings. Why?

Chinese toothpaste issue was a counter reaction to the ingredients article in Wired.

Develop problem and solution content.

If searchers are special, treat them as such!!!

End of session comments…

67% of searchers found a brand they weren’t aware of… (Kevin Ryan)

The term PPC is useless outdated and should be changed – Digital Point of Purchase? (Dana Todd).

Question by me in Chicago: Dana brought up the cheese in PPC and no brand organic terms, to use the Liz Strauss conversational blogging element, there are actually 10 posts on toilet paper on Technorati today, shouldn’t brand managers be engaging this, not only for the SEO benefits, but the innovation road map as well?

(all panel heads nod in agreement) Using the data during the planning process is the next frontier after this issue (which is still in the early days)…

This is certainly an area where the conversation will continue and evolve, it’s a challenging area due to the issues of massive change.

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Marketing (r)Evolutions

Mass advertising on passive customers was what used to work.

People sleep while watching TV, hard to pay attention to advertising when sleeping.

Sleeping while surfing the Internet is not something that happens.

Godaddy.com Super Bowl XL TV commercials didn’t use the same model on the web site. Did Godaddy leave money on the table.

Money is better than traffic.

Apple had to give rebates due to word of mouth on iphone pricing.

Marketers still think customers are dogs.

But search puts the power of when and how in their hands (the sonsumer).

Overcoming sales friction – 85% of car purchases start online – you arrive knowing more than the salesman in many cases. Attack of the blogs – Consumers trust other consumers more than marketers. 54% resist, 56% avoid, 69% block ads – yet we still want to buy.

Customers will control the conversation. People have forgotten how to have relationships.

The web is a major influencer, a mere 26% of consumers were SATISFIED with the experience. They are missing the BASICS. Conversation rates are continuing to fall.

All new brands are based on the experience model. Invest in the customer experience.

We are obsessed with the how many, not the who. This needs to change.

Customers desire great and meaningful experiences.

SCENT, ads must think it has scent to be useful.

80% of traffic dies off within three clicks.

GEICO – connects the story…

Zafu – bras in launch video didn’t match website.

Usability – Frederick Winslow Taylor is the father.

We are all connected and customers will control the conversation. It involves persuasion architecture!!!

Traffic generation is about money. Don’t imitate your competitors. It’s the tiny pieces that matter. Focus on making your service better.

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But as responsiveness declines, ad targeting grows more attractive. Marketers see increases of 30% to 300% in click rates when ads are customized based on criteria such as the location, content of Web pages visited, or information researched on search engines.

Exciting data indeed for a project I’m working on right now. It’s all about relevancy, not quantity, of viewers.

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Then I had a talk with security who informed me that there are multiple video cameras in the Grand Ballroom and if someone did walk off with it’s highly likely that they would be able to pinpoint the person especially since the room was 3/4 empty at that point.

Then you find out who your friends in the blogosphere are, Jeremiah Owyang mentioned it on his blog and verbally to several conference luminaries.

The rest of Friday I heard nothing and considered the jacket lost. Then on Saturday 44 hours after the time I lost it, an anonymous person turned the jacket in at the front desk and declined to be named when asked! When the Hilton called me I couldn’t believe it at first! While the blog posts and Jeremiah’s efforts were likely directly responsible, I must say that I’m pleased that whomever had it decided that turning it in was the right thing to do whether it was out of good intentions, guilt or fear being exposed by the videotape. It’s one of those events that strengthens my faith in the goodness of people and that things can turn out for the best – so in the end that is the positive message – be transparent, communicate and good things will happen!

I’d also like to sincerely thank Ray Stokes at the Hilton for his amazing helpfulness during this event, it will long be remembered.

Thank you everybody!

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Yesterday after keynote speaker Robert J. Bach from Microsoft spoke, I lost/had stolen one of my most valuable possessions, a rather expensive size 46 leather jacket that I bought a few years back. I *loved* this jacket. It didn’t have that motorcycle look, it didn’t look like it cost 8 zillion dollars. It just look professional and nice – always – and was appropriate in any type of social gathering whether upscale or downscale. That’s how you know something is perfect, you feel comfortable in it anywhere. It took me a long time to find that coat and to say that I feel like my better half is missing this morning is not an understatement.

It all happened as I was reading this awesome summary blog post by Jeremiah and I was talking to Mellissa Stock from Yahoo!. All of the sudden, Sean McDonald from Dell interrupted us and asked to inspect my laptop based on an earlier conversation in the day. As Melissa grew a bit tired of that conversation and started to get up, I asked Sean if we could finish the conversation later. I then walked out with her and didn’t notice I was missing the jacket until I was giving Karl Long a giant hug on Ustream for the world to see. I went back to the location, only about 15 minutes or so after I had left and the jacket was gone. 50 feet away was a jacket that was ready for the trash – it’s my gut feeling that someone ditched that jacket and walked off with mine. But in a crowd of people at a Forrester Consumer Forum? I would expect people to do the right thing and I’m hopeful that they still will.

I then retraced my steps in the hotel just to be doubly sure I didn’t leave it somewhere else. Then I had a talk with security who informed me that there are multiple video cameras in the Grand Ballroom and if someone did walk off with it’s highly likely that they would be able to pinpoint the person especially since the room was 3/4 empty at that point. So if it doesn’t turn up by Noon today at the Forrester coat check or hotel security, I will be filing a police report and hotel security will start the investigation.

I then took my cold trip home, I’m sure Jeff Jarvis might blog about how “Dell Hell froze over today”, but the combination of the flurry of activity, being interrupted and the fact that it’s been warm here for the past week and I wasn’t in “jacket mode” is more likely the cause. Irregardless, if it doesn’t turn up, theft is theft and it’s majorly uncool.

If anyone knows anything about this situation, please email me. My cell phone charger for my Nokia N73 was in the bag and my phone has very little juice left!

Based on the video cameras, it would be wise for whomever has this to do the right thing and turn it in – no questions asked.

Thanks in advance for everyone’s help in this manner. But hey who knows, maybe it’s a sign from a higher power that I’m about to move to a warmer climate where jackets aren’t necessary.

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New term POST

People

Objectives

Strategy

Technology (notice how this is listed last? Charlene pointed out that this is on purpose! In other words don’t execute until you have things thought through!)

Mantra: Embrace your customer to turn revolt into reformation

Ask yourself: How do you turn (customer) revolt into revolution?

Hopefully both speeches will be online later.

What was the high point of the speech for me that told me that a revolution was taking place at Forrester?

It was when Charlene pointed to a technology adoption benchmarking slide and then put a red X through it saying “don’t pay attention to that”!!!!

What does this mean to me? It means that benchmarking it starting to die due to the increased cycle times and shorter shelf life of information. I’ve long felt that you can’t benchmark your way to the top. You have to lead and take risks. To lead and take risks you must have the top generalist thought leaders of our times on your team. People who understand things like search engine optimization as a strategic tool, social media, bottom up communities and cultures, defining a defensible data model from the start and who practice customer listening for their innovation.

After Charlene, Christie Hefner gave an amazing speech about the history of Playboy’s brand and demonstrated how it’s always been customer focused dating back decades and how it’s embracing the demise of the one to many media model. I hadn’t been aware of this but Playboy has had a mobile presence since 2002! Wow.

She also talked about the brands usage in search and have it’s a frequent search term. In fact a quick check of Google trends indicates a large lead in search volume for Playboy over the New York Times.

Her speech was fascinating from the historical side, yet the brand of Playboy is softening as it’s constantly evolving, Charlene’s conversation was far more disruptive and unnerving to many of the people seated around me. Yet it became clear to me that Playboy is a company that has lived many of today’s social media principles long before they were fashionable.

In in the end, it’s all about building a bottom up culture that has the executive support to constantly innovate. Most people don’t get that yet and if they do it’s even more unlikely that they view customers and other stakeholders as critical to success. We are just starting this journey and I can’t wait to participate fully in the fun parts of this revolution to come!

fcf07

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eComXpo is the premier virtual Internet Marketing conference that is FREE to attend. I’ve also had the honor of speaking there previously. It’s a great resource for learning Internet marketing concepts and networking. Register now.

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Marketing Speakers:
Ian White, CEO, Urban Mapping
Shawn Riegsecker, Chairman & CEO, Centro
Justin Sanger, CEO, LocalLaunch
Alfred Chow, Head, Yellowbook

Justin Sanger, Local Launch

I can’t help but get caught up in some of the hype. “Context galactic scale” – thanks Google. He then said, “Talking about local search in 10 minutes is like spitting into the grand canyon.” Then said a few words to get Greg Sterling to actually blush! Really funny stuff.

Tremendous opportunities in the IYPs. Local and vertical are merging. Social networking is also converging with local. What is the differentiation of these local search sites? Even within Yahoo! you have a multitude of options. SMEs are overwhelmed and confused. The mission of marketplace consolidations – our goal is to remove the complexity not only for our small businesses but for our sales forces as well. The traditional relationships

$                                             Cost of Traffic                     $$$
Content>>Proprietary>>Organic/SEO>>Paid Placement>>Paid Search / SEM

Silos and advertisers don/t mix in local search!!!

You need to be inventory agnostic…

Shawn Riegsecker, CEO, Centro

Brand marketing increases future clicks. Newspaper growth is slowing in terms of rates of growth, national advertisers are exploding this year. Next will be the regional advertisers, which now comprise less than 3% of advertising.

Ian White, CEO, Urbanmapping

? Where the hell is the money?

7FTE, San Francisco based, geo-spacial data to enable advertisers

Why and what?

Technical limitations

User behavior

Search Engine “Keyword Lockdown”

GEO IP lookup “geotargeting” SUCKS

99% accuracy country level

95% accuracy state level

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I am pleased to announce that we have officially launched Viewpoints. To celebrate we are holding a launch party on September 28th, at 6pm at (edit – location will be mailed to you upon RSVP). I hope you (and a few friends) can attend. We will have a T-Shirt for everyone who has written a review and special prize drawings (iPhone anyone?) for those that attend. Be sure to bring a print out of your review to claim your T-Shirt!

Through the beta period we have built an audience of more than 100,000 monthly users. Be sure to explore the site to see some of the great reviews that users just like you have written. We encourage reviewers to write about products and services that they are passionate about.

Check out some of these great reviews. Electronics, Travel, Home & Garden or on the lighter side see what TV Shows, Movies, Music or Books you could discover. Of course we also have a great section for Local Places that features local Restaurants, Shopping, and even local Doctors & Hospitals. Our mission is to bring the reviewers profile, passions and personalities to life. We believe that user written reviews are more powerful when the reader knows more about the reviewer.

To RSVP please email jolie AT viewpoints DOT com prior to 2PM Central time Friday – send this post link as a reference to how you heard about the Viewpoints launch party. See you there.

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Perhaps those people wishing to take the valuation of Facebook to the mooon might want to pause and think about this issue along with other privacy and safety concerns regardless of page view growth. Do people not remember the lessons of Myspace – lack of monetization anyone?

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“Jason has written a highly practical guide to Linkedin that will quickly allow a new user to understand and utilize Linkedin. It’s also a great guide to the Linkedin’s hidden gems – finding high quality people through endorsements and off Linkedin content such as groups and identifying thought leaders through blogs linked from profiles.”

I’m honored to have been asked by Jason to contribute ideas to the book as well as some Linkedin best practices at the end of some of the chapters. Jason is one of the people I’ve met via Linkedin and I know my life is much better for that as he always makes himself available to talk and help my goals in any way he can.

While certainly any Linkedin novice would benefit, Jason’s book most needs to be read by c-level executives, all HR executives and recruiters who don’t yet understand how to fully utilize Linkedin. There tools on Linkedin besides last company worked at and job title – the community would function better if people learned to use the community more wisely and this can happen quickly if people read Jason’s book.

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Your profile has been viewed by 9 people in the last 3 days, including:

Senior Associate at Heidrick & Struggles

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You should probably drop by Bill’s place as he has written an extremely nice summary of the talk. If you enjoy that, you should likely check out the video of Usama Fayyad talking, it gives some rare behind the scenes glimpses into the direction of Yahoo!.

Good stuff, thank you Bill for pointing it out!

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I thought I’d rip some of the better quotes out of it that apply to VC, Internet and Chicago and discuss them:

Zuckerberg told the senior associate that he was planning to go to California for the summer, and he wasn’t sure whether he would return to Harvard for his junior year. Summer was less than two months away. The senior associate was pretty sure that if Battery Ventures didn’t invest before then, a Silicon Valley venture firm would discover the deal. For venture capital firms, getting in first can often mean getting a bigger chunk of a start-up for less money – especially if the start-up isn’t talking to other firms. And Facebook wasn’t.

After a second meeting at the Charles, and a visit to Battery’s offices above the reservoir in Waltham, Zuckerberg said he thought Facebook was worth about $15 million, and was willing to accept an investment ranging from $1 million to $3 million, which would have given Battery a substantial chunk of the start-up.

But Battery had already made an investment in an earlier social networking site, Friendster, which was foundering. Zuckerberg struck some partners at the firm as a little too brash. And no one was sure whether Facebook would appeal to anyone other than college students, its target.

From my days in mutual funds and institutional investing, there is an old saying that says “Past performance does not indicate future results.” Why did these VC’s let it cloud their judgment? I especially like the next sentence about Zuckerberg being “too brash”. Many entrepreneurs and great business leaders share this quality, yet these particular VC’s thought that was a problem? Makes little sense.

Through a chance connection, Zuckerberg was introduced to Peter Thiel, a cofounder of the online payment system PayPal, who was running a hedge fund called Clarium Capital. He met with Thiel in August, at Thiel’s office in downtown San Francisco.

Thiel had also been an investor in Friendster, and he knew that the conventional wisdom was that all the social networking sites “were just fads that would come and go,” he says. Thiel listened to Zuckerberg’s pitch in the morning, asked him to go out and grab lunch, and by the time Zuckerberg returned in the afternoon, “we said we’d invest, and we agreed to the basic valuation parameters,” Thiel says.

“It seemed like a good company,” he said, adding, “Most of the time, we’re not that fast.”

Thiel put in $500,000 of his own money in return for 10 percent of the company.

Though I don’t fully believe the chance introduction thing, if the time line is accurate you have to respect Peter Thiel.

“Facebook was perhaps the most controversial deal we’ve done in several years,” says Jim Breyer of Accel Partners. “Some of my best friends in the business were wondering why we’d write a check to a company that had very little defensibility to their business.” Indeed, anyone could potentially build a better site and lure Facebook’s users away.

This is true of almost all start ups, especially ones in social networking.

Greylock partner David Sze, who works on the West Coast, admits that he had the opportunity to invest in Facebook in 2005, but says, “I was too busy – I just didn’t have the cycles to look at it. In retrospect, that was a mistake.”

Smart people always make time to meet with entrepreneurs and potential employees. I actually checked to see if Mr. Sze had a Chicago connection after this statement, but could find none. I do admire his honesty in regards to this after the fact though. According to his Linkedin profile, he’s a Board Member at Digg so he indeed was busy (David if you’re reading this I have a support problem with Digg that is not getting resolved with an email to support – would be happy to discuss privately).

(Looming over Facebook’s success – and any eventual public offering – is a lawsuit filed by several fellow Harvard students who allege that Zuckerberg built Facebook using software code he had originally written for their site, http://connectu.com/, and that he also borrowed parts of their business plan. A Facebook representative said that none of its founders were available to comment.)

I can think of several situations like this in Chicago, but will not name them publicly as I would not want to give the situations undue publicity.

“We don’t want to make Facebook the cornerstone of our growth strategy, but we’re happy to ride the wave,” says Dina Pradel, StyleFeeder‘s vice president of marketing.

Very nicely stated.

When I put that question to Accel Partners’ Breyer, who is a native of Natick, he had a one-word answer: no.

“So many of the Facebook employees have come from top Internet companies like Yahoo, eBay, and Google that the culture that has been built at Facebook is fundamentally more consumer Internet savvy than if it would’ve been built anywhere else on the planet,” Breyer says, after praising the engineering talent in Boston.

I think this is a most unfortunate limiting belief.

“Folks in the Valley are incredibly geo-centric to a point of snobbery,” writes Battery Ventures’ Scott Tobin via e-mail. He acknowledges that Silicon Valley is producing more companies than Boston but “to make an argument that great companies can’t be built in any one place is bunk in my mind.”

He mentions Microsoft Corp. in Redmond, Wash., and Qualcomm Inc. in San Diego as examples. “It just takes a good driving attitude to make it happen.”

As for passing on Facebook, “that may turn out to have been a mistake,” Tobin admits.

Scott Tobin, it would be nice to meet you. I agree completely with your comment about driving attitude and I’d also unfortunately have to agree with your geo-centric comment. What do you think the root cause of this behavior is? Does Silicon Valley need more outside thought? I’d like to hear your thoughts.

I’d love to hear Don Dodge’s views on this subject, so I’ll tag him.

I’m also in touch with several mobile advertising and local concepts in the early funding stage, so reading this article was more than a bit fascinating to me. I look forward to hearing your thoughts.

Update: The author of this article has a blog post about it.

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I’d bet this is in reaction to user complaints. Good that they are listening apparently, but it was totally avoidable with some communication. People who use social media get social media (well most do at least). They understand how the rules of engagement are a bit different on these sites and people need to be eased into that if they are not as they make false assumptions.

I awoke this morning to find this message upon logging into Facebook:

 

Public Search Listings on Facebook

Facebook now enables anyone to search for Facebook users who have public search listings from our Welcome page. In a few weeks we will allow users to make these public search listings visible to search engines like Google. Public Search Listings only include names and profile pictures.

Because you have restricted your search privacy settings your public search listing will not be shown. If you want friends who are not yet on Facebook to be able to search for you by name, you can change your settings on the Search Privacy page.

No privacy rules are changing; if you do choose to make this public search listing available, anyone who discovers your public search listing must sign up and login to contact you via Facebook. Learn More.

But David you currently have a Facebook badge on your blog? Yes, I do. When people are visiting my blog, I have as an experiment put that up. It’s not creating a cluttered search results page and it’s not allowing Facebook to be the first page of choice to enter the blog.

I’m not going to write on how to remove yourself, I’d like to see if you think their documentation does a good job of telling you how to. When I did it, it was overly complex and not clear how to. I’d like to hear how the experience is now.

UPDATE: Danny Sullivan also talks about how “this is not new“.

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I’m waiting and hoping for Yahoo! to do two things with Yahoo! ID:

1) Allow me to be in Yahoo! Mail and one click to Mybloglog or Flickr or whatever and vice versa.

2) Allow me (or anyone else) to change their Yahoo! ID while retaining all of their data, photos, email etc. Many people have Yahoo! IDs that have a combination of spam or that name isn’t relevant to them anymore disease. I’d prefer to change the name and retain all of the data and settings. I’d love for Yahoo! to add this user centric change.

Congrats to the Mybloglog team on the continuing transitions!

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There are good summaries of his speech on blogs and feeds lurking about. Important stuff! Especially now in the universal search era. Speaking of blog and feeds, I recently changed over to the Feedburner Mybrand product and my new feed is http://feeds.daviddalka.com/DavidDalka , please update your feed readers! Thanks.

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“Yahoo is reported to be working on a new social networking service that matches college students to employers.” (emphasis added)

This is not a knock on Yahoo!, but this is not solving the actual problem that the entire recruiting industry fails to address well – highly intelligent people with excellent life experiences that are applicable in many ways in the secondary market, what some people would call experienced hires. A marketplace that is badly broken and fails to hire the highest potential, most innovative candidates that are capable of creating new paradigms.

The high value problem is the getting the productive utilization of underutilized assets in the US economy in the roles they should be in already. These can be people with resume gaps due to the events of September 11th, the increasing usage of temporary workers using checklists of keywords who aren’t truly qualified to do the screening based on what matters education and competencies, suffer from an out of favor job title due to a reorganization in their company or increasingly can be subject matter experts who research extensively on their own and often write blogs. Or the fact that position searches simply take too long. I’ve been told of companies with some roles that have been open for three years and they’ve been interviewing people all of that time. I have personally have been involved in search that is over 9 months old.

If Yahoo! (or anyone else for that matter) wants to be a hero by building a hiring application, I highly suggest building an application that reduces the insane amounts of friction and dysfunction in the experienced hire marketplace that reduces cycle times. I’m working on a few ideas of my own with some amazing people. It would be a pleasure to be a part of creating the solution in this arena.

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Neil Patel

Why Wikipedia?
Authority links
Traffic
Branding
Information

What not to do?
Link Building
Add Biased Information
Delete Accurate Information
Break Community Rules
SPAM

They spammed. Wikipedia – Elephant population triples example

Don’t be a dick – page on Wikipedia

Develop a reputation as an editor
- Add information first, links second
- Follow the notability rule

Add images

Use other wikis…

Jonathan Hochman – Jehochman on Wikipedia

Edited Search Engine Optimization article, then it got featured

Wikipedia article can outrank the front page.

Digg is great, but it’s

Wikipedia traffic is far larger than Digg traffic

Google ip address blocked. Wikiscanner can tell what networks edited what

Don Steele, Comedy Central

Traffic volume success in SEO make wikipedia a vital channel.

Our content is highly referenced and referred on Wikipedia and Comedy Central gets a lot of traffic.

What we don’t do…

We don’t change our brand perception.

Stephan Spencer, Netconcepts

Getting your edits to Stick

You need history and street credibility.

Incorporate content edits when adding a link. It makes it harder to revert your edit.

Getting Your Edits to Stick

Add your links within References rather than External Links.

Creating New Entries – Much harder.

Participate through the talk page.

AFD and speedy delete are bad.

Mainstream media articles are preferred

Friends Social Network

Internal politics, reversion wars, ego trips, indiscriminate removal of commercial content

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Rob Key

Consumers trust each other the most

Social media rapidly gaining SERP Predominance and are now intertwined.

You no longer own your brand. Your brand is a conversation.

What is below the waterline of this iceberg?

You are losing control.

Conversation Mining (Buzz Monitoring)

This conversation is replacing traditional market research.

Are you listening to consumer generated media? You should be….

How do we engage this into a social media strategy.

Go across all and many forms.

It’s amazing how the conversation leads will occur.

Conversation mining provides many, many benefits.

Is this person a reasonable or determined detractor – how you treat them differently.

Andy Beal

Editor – Marketingpilgrim.com

Writing a book on this subject

Company name, executives, customers, press releases, partners, reviews, etc.

Potential Tools to Use:
Moreover.com – industry
news.google.com
Digg.com
Technorati.com
Co.mments.com
Blogpulse.com/conversation
Blogpulse.com/trend
Flickr (other photo sharing sites)
video.google.com – now a true search engine
keotag.com
wikipedia.org
oodle.com
google.brand.edgar-online.com
upcoming.yahoo.com
amazon.com/tag/iphone
google.com/trends/
searchanalytics.compete.com
copernic.com
pipes.yahoo.com

Jonathan Ashton, Director, Agency.com

Search engines magnify smaller voices.

Buzz Management now equals Brand Management

Remove top down approach to brand management

Powerful impact of consumer comment sites

Blog as a soapbox – existing entry, comment added.

Co-opetition is a key to mitigation

Maximize Your Own Site to Run Interface

Orkin has a Wikipedia page and Terminix does not.

Again, creative thinking and co-opetition.

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Quite likely the busiest session of the day to the fullest house. One can’t help but notice that if Greg Jarboe had gone to Google and designed Universal Search himself he likely couldn’t have designed it to play into his strength areas in news and pr related issues. The implications and transformation for universal search are still evolving, but they are clearly changing the landscape. One other thing that became clear from this event was that Ask is becoming a serious contender in this marketplace.

Greg Jarboe –

Universal search is the biggest event since “Florida” update. 70% of what I used to know is now obsolete. The patterns are not yet clear in personalization.

News results ranked #4 if you searched for the term iPhone on June 29

In the #8 position, was a Youtube video. We don’t know if it was done on purpose.

July 17, Rupert Murdoch – news with image – brings up a whole new reputation management – be prepared to optimize images.

Early chapters of Henry Potter were leaked, the blog results are on page one of results

Investor relations now is moving to the front page of Countrywide. Few companies have complete control of their brands now on Google.

Unflattering images of Hillary Clinton and that vast right wing conspiracy is building links to unflattering results.

Blogs on Hurricane Dean already on front page. Images will likely come next.

All of the rules have been rewritten – how do I research this? Focus on the upper left links. News seems to be on the top left all the time. Search remains #1 way journalist find information about a company.

Newsknife and Google News Report – be checking this. Your PR people aren’t ready for that yet. If you are not giving a jpg file in a release, start now.

Google News right now doesn’t do video news. Likely to create that.

Social mapping tools can help identify most influential bloggers. In certain categories they show up.

A couple of years ago there was vertical creep session here at SES – I now rank for that term. Not a good thing.

You can’t afford to ignore Universal Search Today

Google is making specialized or vertical content more visible through Universal Search

Sherwwod Stranieri, Catalyst Online

This throws a lot of  curves into the theme. Ask 3D and Google cut new paths.

Conventional web pages that once rank well are going to move around maybe down. Other things will move updates.

Number of videos is significant in the Youtube world. Are the search engines using comments as an indicator?

We are looking at it as search marketers. Showed client example.

How to look at it: Google PR, Y! Page links, keyword phrases in tags.

Videos ranking correspond well with views, comments, etc.

Bill Slawski

Why does news, images and video show up there.

I’m not sure I see this all as a revolutionary concept. How do we get out content into our results.

Showed examples of screen prints from each engine for the word spider.

Showed the Google patent, oddly looks quite different than Google’s universal search does now.

Google acquired several Infoseek patents.

Discussed Onebox and log file data.

Ranking in Vertical databases – how do you rank for that vertical?

User behavior – key value pairs, be certain definition and being defined. Questions and Answers work the same way. Html formatting may play a role.

Enhancing the user experiences.

David Bailey – Google
Technical lead for the vertical search.

What are our goals?

Make google.com the search box of first resort.

Display special features for special results

Keep it fast. Keep it simple. Above all, keep it relevant.

Showed example: origami crane

This will continually improve and extend to more result types.

It’s still about the web.

But: think about creating quality content in other forms. Expect similar SEO guidelines to apply.

Create quality content, describe it well and we’ll see what happens.

Tim Mayer, VP Product Management

We are transitioning to a better optimized user experience

Freshness and user intent became relevancy issues.

News, local and other verticals – the possibilities are infinite. Federation plays a role.

Some implantation examples:

Music Artist Shortcut

Movie Shortcut

Hotel Shortcut Inline

Consumer Electronics Shortcut

As we go forward, it’s going t be more about the intent of the searchers.

Eric Collier, Director of Product Management

“We are the scrappy innovator of search.”

Ask.com 3D: SERP Design

We moved the content up top and removed the top links.

Large jumps in user satisfaction seen in both the site analytics and surveys

Increase in vertical channel usage

Starting to see a reduction of multiple query sessions around the same keyword term.

Expect to see a larger percentage of SERPs with blended results

User location will play a larger roles in SERPs

Expect to see fewer web results in SERPs

Blogs, Images and Video results will take online reputation into account when ranking

Pay attention to other search drivers

Other coverage of this important session:

RB Digital Boots

Rustybrick

AIM Clear Blog

Lee Odden’s Toprankblog

Bonus coverage:

Lee Odden interviews Tim Mayer

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David Sifry today announced that he has stepped down as CEO of Technorati. While the search for a new CEO continues, Teresa Malo (CFO), Dorion Carroll (VP-Engineering), and Derek Gordon (VP-Marketing), will manage the day-to-day operations of the company. Sifry will become “Chairman of Technorati’s board”. What does it ultimately prove? It again clearly demonstrates that Internet experience is not the primary indicator of Internet executive future success.

Hello people. Technorati did a redesign that refocused on mainstream media as I noted in my earlier post the death of blog search. Then Technorati used tags to grow traffic from other search properties. As Arrington asked in early June “When will the Technorati traffic party end?” Apparently Google and others took notice of this and the party ended in July based on Alexa data – I’m surprised Michael did not discuss this at length today in his post actually. This dip exposed the payday to payday advertising dollar budgeting leading to the departure of Sifry and 8 others. It should be noted that this followed the dismissal of several other employees during the July 4th holiday.

Looking at a May 9th Mashable post, it seems that around $1 million was raised when it expanded a round of funding from 10.52 Million to 11.52 Million. It appears that Technorati was spending more cash than it was taking in, even before the traffic decline in July, based on the early July layoffs. The traffic decline in July only made that situation worse.

This leaves Technorati in the unenviable position of needing to generate new advertising dollars at a time when the engineering needs an overhaul it can’t afford. Repairs such as Typepad blog overcounting, flawed link metrics and many other flaws can not occur at this time.

In fact, someone suggested to me in a phone conversation today that perhaps they should shut Technorati off completely now and just sell it’s likely most valuable asset – a 301 redirect of the Technorati domain. The talk of taking Technorati public via IPO will likely be nothing more than that talk in David Sifry’s previous blog posts.

So where is a blog searcher to go now?

Ask – They have recently revamped their offering dramatically and comment search is now combined with post search. It is an offering that is available directly on their front page.

Google – They should move blog search to the front page as I suggested previously and ideally should build and option to show it mixed with news sites.

Icerocket – Plain, simple, no nonsense blog search.

Other players like Topix, if they were to index the blogosphere fully, could also emerge as an alternative that would properly mix news and blogs together demonstrating that most news is being lifted from blogs by the mainstream media.

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Go to your Profile page in Facebook, scroll ALL the way to the bottom. On the left side there are two links, “Profile Layout” and “Create a Profile Badge”. Click “Create a Profile Badge”.

I made this post simply because I spent considerable time searching for a Facebook blog widget and found nothing either in searches or within Facebook itself. But I wanted one. Now you won’t find nothing when searching for this! You’ll find this. Why Facebook calls it a badge I’ll never know…

The best way to thank me is to link to this, bookmark in del.icio.us or subscribe to my RSS feed, I’d like to help you even more in the future. Thanks!  

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