Cincinnati Internet Marketing Blog

Web 2.0 vs. Web 1.0

Last week I started a series on Web 2.0 & Social Media by defining Web 2.0, today I'll list some characteristics of Web 2.0 and compare them with "Web 1.0" A.K.A "The old way of promoting yourself and interacting with people online".

"Web 1.0"

• Websites are "one way" communication The website owner puts up stuff, site visitors read it.  The end.  No interaction or sharing the info with others. 
• Companies/organizations put up mostly static information about themselves Sites are "I" or "We" focused instead of being focused on providing helpful information to the site visitor and are seldom updated.
• One impersonal site, often written in "corporate speak" Example: Widgettech Industries was founded in 1978 to bring about a paradigm shift in the way consumers...blah...blah...blah.  Now that makes for compelling reading huh!
• Web marketing reflects offline marketing The same print ads and marketing collateral companies use offline, like brochures or magazine ads, are simply copied and pasted to the website.  So even though the Internet is an interactive medium companies failed to take this into account.

"Web 2.0"   

• "Many to many" communication between site owners and visitors  Site owners provide a feedback mechanism and respond to site visitors comments or questions.
• People can easily share site content with others Sites have features such as "Email this to a friend", Digg this or Add this article to your Facebook profile.
• Websites are conversations, often on multiple sites Companies engage people and do so not on just their "corporate" site but also in online communities such as Facebook, MySpace, blogs or virtual environments like Second Life.  Instead of trying to get everyone to come to your boring corporate site, why not be found and engage with people where they already are?
• Understanding the Internet is an interactive medium and that consumers have something to say...and are saying it already Boring, static websites are increasingliy obsolete and companies will find it tougher to get people to come to and respond to those types of websites.  Also, if a company or individual isn't ready to blog or engage in social media, it's time to at least monitor the blogosphere and consumer reviews online so they can be aware of what's being said about their industry, products or services.

This is a quick summary of course and I welcome your comments, questions or examples. 

I highly recommend the book Now is Gone: A Primer on New Media for Executives and Entrepreneurs if you'd like to learn more about Web 2.0.  Here's an affiliate link to that book on Amazon.

Game Day Communications Uses New Media For The Flying Pig Marathon

Game Day Communications of Cincinnati did a great job of using new media technologies to help foster communication before, during and after the recent 10th running of the Flying Pig Marathon.  Jackie Reau of Game Day sent out an email this week detailing their effort and I thought it would be great to highlight their case study as a way for folks to see how e-mail, text messages, Twitter, Facebook & YouTube were all used in a creative and helpful way.  Here's info from Jackie:

      

E-mail Communications

For 26 days leading up to the Flying Pig Marathon, daily email alerts were sent to the e-database of 30,000+ providing race tips, updates, sponsor recognition and spectator information. Game Day also used the email database to encourage use of the technology options created for the weekend.

Real-Time Results & Text Messages

Working with Cincinnati.com, runners and their families members could view real-time results on Cincinnati.com the day of the race for the full marathon, half marathon and 4-person relay. Also, some 3,000 cell phones were buzzing with text updates with runner's split times courtesy of Cincinnati.com and Zebra Mobile.

Twitter

From Friday through Sunday, the staff at Game Day Communications provided behind-the-scenes updates from race events starting with the Health & Fitness Expo through the end of Sunday's race. Twitter is a social media networking tool that allows people to register to receive posted updates from Twitter.com. Some 70 people signed up to "follow" our alerts and we made 130 postings over the three days. (Next year, we will use Twitpic to add photos with postings.) While this is a small number of the total field, Twitter is a good tool to engage participants and to share timely or emergency information. For instance, Jackie used Twitter to announce the 15-minute delay for the race due to the fire on the course at the same time it was being broadcast on WLWT-NBC and at the Starting Line. Check it out at: twitter.com/gamedayjreau.

Facebook

Each day during the race weekend, the Game Day staff took about 20-30 photos from various events and posted them on Facebook for participants to enjoy. Click here to view them...

YouTube

Working with Silver Sun Studio, a two-minute overview video was produced for distribution on YouTube featuring the start and finish as well as course shots of runners and spectators. View the video here.

For more information, contact Jackie Reau at (513) 929-4263 or jreau@gamedaypr.com.

What is Web 2.0?

You've no doubt heard the term "Web 2.0" by now and may be wondering - What exactly is it?

Well fear not intrepid Internet surfer, Cincinnati's Internet marketing Czar is hear to help and tell you about an upcoming local event where you can learn more.

Over the next few weeks I'll be posting a series of articles on Web 2.0 and social media to help get you up to speed, including information on the types of social media, business uses of social media and case study examples.  Today let's start by defining web 2.0.

A great page to check out (and also good example of web 2.0 in action) is the Web 2.0 page on Wikipedia.  There we learn that Web 2.0 is "a term describing the trend in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, and, most notably, collaboration among users."

Tim O'Reilly of O'Reilly Media is credited with coming up with the term and in late 2006 posted a compact Web 2.0 definition and explanation you also might want to check out in which he stated it another way: "Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform.  Chief among those rules is this: Build applications that harness network effects to get better the more people use them"

So instead of the Web being a place for one-way communication between website owners and visitors, in Web 2.0 website visitors can communicate and collaborate with the website owners or content producers and other people so that everyone is better off for the interaction.

If you're in the Cincinnati area and interested in this topic, The Circuit is having a Breakfast Bytes event on Thursday May 22nd on "What is Web 2.0" at the Embassy Suites in Blue Ash.  You can see the details and register on The Circuit website.

I hope you'll come back or subscribe to our RSS feed to learn more about Web 2.0 and other Internet marketing topics and post your comments or questions.   

   

March 2008 Search Engine Market Share Data

Everyone knows Google is the most used search engine, but I'm often asked what their (and their competitor's) actual market share is, so I thought I'd post these Nielsen/Netratings numbers for March that were included in a Nielsen Online press release from last week.  The press release also lists total number of searches and year-over-year growth for each engine in the top 10, so if you click on the link you can that data too.

1. Google 58.7% of searches
2. Yahoo 18.1%
3. MSN/Windows Live 12.0%
4. AOL 4.1%
5. Ask 2.4%
6. My Web 0.9%
7. Comcast 0.5%
8. NexTag 0.4%
9. AT&T Worldnet 0.3%
10. Dogpile 0.2%

I usually tell people the "Big Three" (Google, Yahoo & MSN) handle 90% of searches in the US and according to this data for March the number was 88.8%, so 90% is a pretty close estimate.

It's important to keep in mind this data is for total searches done on each engine and does not reflect paid search or "PPC" market share.  With respect to PPC, I am finding with my clients that Google gets about 3-4 times the traffic Yahoo Sponsored Search and the Yahoo is about 3 times to volume of MSN (Microsoft adCenter).

Google Stock Goes Up $89.87...In One Day

How's this for staggering numbers?

Yesterday (Thursday), Google stock (Ticker Symbol: GOOG) closed at $449.54 and today it went up $89.87 or 19.99% to close at $539.41.

So what prompted such a run up in Google stock.  Staggering numbers of course, specifically Google's Q1 numbers which were released after the close of trading on Thursday.  As detailed in this AP story, Google's 1st quarter profit rose 30% from the first quarter of 2007 to $1.31 billion or $4.12/share.  Revenue for the first quarter was $5.19 billion, which is 42% higher than their revenue for Q1 of '07.

One company with over 5 billion dollars of revenue in 90 days.  Pretty staggering huh?  Still don't believe in Internet marketing?   

   

Social Networking for B2B Companies

I'm going to be giving a presentation to the Cincinnati AMA's Northern Kentucky B2B (Business-to-Business) Shared Interest Group next Friday the 25th on "Social Networking for B2B Companies".  In this presentation I'll cover the various forms of online "social media", such as blogs and profile sites like Facebook and how companies can use online social networking to promote their businesses and engage with customers and other stakeholders.

The free meeting is for AMA members and Northern Kentucky Chamber of Commerce members only, so if you are a member of either one of those groups you can get the details and register here.

If you are local marketer and haven't joined the AMA, or a business owner in Northern Kentucky I strongly encourage you to do so in order to take advantage of the events like this one they have on a regular basis.  Also, if you have a question or comment on social networking please feel free to post your comment or question here on my blog.   

Crowbar Marketing Cincinnati I-marketing Group Member Spotlight

Business Name:  Crowbar Marketing

Business Website Address:  www.crowbarmarketing.com

Contact Name & Info:

Pete Healy

859.630.7356

pete.healy@crowbarmarketing.com

www.linkedin.com/in/petehealyky

Internet marketing or Web/Interactive services you provide:  Full alignment and integration of online/interactive into strategic creation of the consumer brand experience.

Other marketing and related services offered:  Brand positioning and strategy; brand asset development (brand/business alignment); experiential/holistic marketing strategies and programs.

Time in business / Experience of Principals and/or Staff:  Crowbar Marketing since 2005; 20 years of strategic marketing and international sales for brands such as Mentos^®, AirHeads^®, Jelly Belly^®, Lindsay Olives^®, and Fetzer Vineyards.

Unique Selling Proposition (positioning, why someone should work with you):  Crowbar Marketing enables forward-thinking mid-tier CPG manufacturers to boost their growth, profitability, and brand strength through the strategic creation of powerfully unified, multi-faceted brand experiences across all media and environments, turning consumers into fans.  If you’re a consumer brand marketer, Do Your Customers Rave?

Describe your typical client profile (size of company, industries):

- Mid-tier food and beverage manufacturers

- Non-food CPG manufacturers and B2C service providers

Case study of a successful client, project or design portfolio sample:

- Mentos Geyser craze (2006; see The New Rules of Marketing & PR, David Meerman Scott, pp 91-96); “Mentos Intern” online campaign (2007; see http://www.imediaconnection.com/content/16062.asp )

- Jelly Belly comprehensive package redesign, marcomm revitalization (2003-04; see www.jellybelly.com )

What is one important trend or problem your clients need to address, & how do you provide clients solutions to it?  As a CPG manufacturer or B2C service provider, how do you protect your brand from sliding into “commodity limbo”?  There’s just one answer: Understand what matters to your consumers in their daily lives, and make your brand an ongoing part of it.  “No duh” concept—but rarely done well.  The solutions that Crowbar Marketing provides include: (1) Research on your consumers’ demand-scape and their perception of your brand; (2) Brand positioning review/rework; (3) SWOT analysis of your internal and external resources and processes; (4) Alignment of brand objectives and investment with your corporate financial and strategic goals; (5) Development of unified marketing programs that create a powerful, multi-faceted brand experience for consumers, while strengthening a robust internal brand-driven culture in your business.

How can folks get started? (Preferred form(s) of communication for prospects, offers of a free initial consultation, report, call to action, etc.) Phone or email (per contact info above)

April AMA Word of Mouth SIG: Viral Marketing

Next Wednesday the American Marketing Association's Word of Mouth SIG which I am a part of is having its' April meeting and it'll be a group discussion on Viral Marketing.  Here's the details:

Come join us in an active discussion around Viral Marketing. Bring your thoughts, ideas and success stories as well as your questions and we will discuss the latest trends, the best solutions and what the future holds for this inexpensive, yet highly effective form of marketing.

Please register if you plan on attending so that we have an accurate count for food.  To Register, please visit:
http://www.cincinnatiama.org/events_cur.php and click on the event.

Date: Wednesday April 9th from 11:30 to 1:00

Location: Web Media Tools, 18 W. 7th Street, 3rd Floor (above Provident Camera, between Race & Vine)

Parking is available nearby, including down the street at the Gramercy Garage (7th & Elm) and a block away at Fountain Square as well as other lots and meters.

Cost: AMA Members - Free!       Non-Members - $10

Lunch will be provided courtesy of AMA members Robynn Anton & Betty Hakes

Register at: http://www.cincinnatiama.org/events_cur.php

Yahoo Adds Voice Commands To Mobile Search

Today Yahoo unveiled new features for its' oneSearch mobile search service including the ability to search using voice commands.   This article from Yahoo Finance describes the new features and explains briefly the concept of "semantic web" search. 

"Semantic web" is a term you should know.  If you're not familiar with this term, check out the semantic web page on Wikipedia or other web resources so you can quickly get up to speed. 

As stated on the Wikipedia page: "The semantic web is a vision of information that is understandable by computers, so that they can perform more of the tedious work involved in finding, sharing and combining information on the web." 

In other words, search and a lot of other online functions are going to be much more powerful and effective in the future and Yahoo's rolling out these new features today is an example of this trend and provides a glimpse of where we are headed. 

Cincinnati Enquirer Article on LinkedIn & LinkedCincinnati

Today's Cincinnati Enquirer features a good, quick-read article "Networking Tool for Grownups" describing LinkedIn and includes an interview with Jennifer McClure of Centennial, a Cincinnati executive recruting firm. 

Jennifer started a LinkedIn group & Yahoo Group, LinkedCincinnati, a few months ago and that group has exploded to several hundred members.  I'm one of the many member and am strongly encouraging folks to join LinkedIn (at the free basic user level), complete their profiles and start making connections online.  If you aren't familiar with LinkedIn, please read the article and post any questions as a comment here on the blog.   

Here is a link to the Linked Cincinnati Yahoo Group if you're in the Cincinnati area and would like to join it.    

March 20: Cincinnati I-marketing Meeting & AdClub Luncheon

There are two Internet marketing-focused events to mark on your calendar (and hopefully attend) this Thursday March 20th. 

As I posted a couple of weeks ago, the next Cincinnati I-marketing Group meeting is Thursday from 5:30 - 7:00 at Web Media Tools' office at 18 West 7th Street 3rd floor, above Provident Camera.  This Thursday we'll be talking about Online Word of Mouth marketing as well as industry news and have Crowbar Marketing & Market-Write in the Member Spotlight.  If you'd like to attend but haven't RSVP'd yet, please email the I-marketing Czar at robbunting@gmail.com.

Earlier on Thursday, the AdClub is having their monthly luncheon at the Covington Radisson featuring Joe Caccavano from PointRoll presenting on the "Evolution of Banner Advertising".  You can check out the details and register on the AdClub website.  I often get asked "Does anybody still use banners anymore?"  Absolutely they do, as banners are not just static HTML images anymore, banners can employ audio & video or even a small game these days.  Ought to be fun and interesting.   

 

European Union Clears Google to Buy DoubleClick

The European Union today OK'd Google's acquisition of DoubleClick, the largest ad-serving company in the US, despite the objection of some privacy and consumer advocates. 

Here is an AP story on today's developments and a good article from Clickz on how Google looks to dominate the display (banner) advertising market.

Maybe someday soon Google will dominate display advertising like they do in search.  We'll see.  Today's news is helping the stock, which has been falling lately, and as I post this Google stock (GOOG) is up $23.

Cincinnati I-marketing Group Meeting March 20th: New Location!

The next Cincinnati I-marketing Group meeting will be Thursday March 20th from 5:30 to 7:00 at our new location of Web Media Tools 18 W 7th Street, Third Floor above Provident Camera (it's between Race & Vine on 7th).  You can park in the Gramercy lot on 7th, a block away at Fountain Square or at a meter nearby.

On the 20th our feature topic will be Online Word of Mouth Marketing and we'll review some of the ways word of mouth marketing can be conducted online, case studies and tips for making online word of mouth (or WOM for all you TLA (Three Letter Acronym) fans out there) work for your organizations or clients.

Jennifer Panepinto of Market Write and Pete Healy of Crowbar Marketing will talk about their businesses in our Member Spotlight. We will also review what's new in the industry including of course the possible Microsoft-Yahoo merger, network and have a fun discussion while we have some beers and snacks.

As always meetings are free but if you'd like to attend I request that you send me an email to RSVP at robbunting@gmail.com.

I hope to see you on the 20th!

Upcoming Cincinnati AMA Events

There are a bunch of great local American Marketing Association events coming up in the next few weeks and I encourage you to take a look at the list on the Cincinnati AMA Current Events Page where you can register for whichever ones you can make it to.

Here is a quick summary, the details are on the AMA current events page:

Tonight: Young Professionals Group: Gureilla Marketing in Action @ Sully's

Tomorrow morning: Marketing Research SIG @ Web Media Tools

Tuesday March 4: Seminar in Internet Video Advertising @ Kenwood Towers

Wednesday March 12: Word of Mouth SIG @ Web Media Tools

Friday March 21: AMA Luncheon  @ Radisson (Speaker is VP of Marketing from eBay!!!)

Friday March 28: NKY B2B SIG @ NKY Chamber NOR-com Room (Yours truly discussing online social media for B2B)

Also, Steve Phillips of Purple Trout is giving a presentation on SEO (Search Engine Optimization) through the AdClub's Ad2 on Thursday at the Museum Center and you can register for that at the Ad2 website. 

Andy Beal's Free Online Reputation Management Beginner's Guide

I'm often been asked how to deal with negative listings in search results and how to monitor what's being said about a person, company or brand and how best to deal with what's out there on the web.   

The field of "online reputation management" is pretty hot right now and I expect it will continue to grow as social media (blogs, customer review or feedback sites, profile sites, etc.) proliferate and consumers post their personal thoughts a variety of places and start getting even more top positions in search engines.  Of course I help companies get top placement for their content via SEO or PPC (Pay Per Click) search advertising, and there are even more involved steps one could take. 

Andy Beal is pretty well-known in the industry and moderates one of the most popular online marketing blogs, Marketing Pilgram.  His great post back in 2006 Free Online Reputation Management Beginner’s Guide has been updated and is also available as a downloadable PDF.  It lists a lot of helpful links and tips on CGM (Consumer Generated Media), including Do's and Dont's for various situations in which you may find yourself at some point.

Good stuff!