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Web 2.0

Yahoo and Twitter have reached an agreement that will allow for Twitter feeds to be put on various Yahoo sites, including the Yahoo home page as well as search, e-mail accounts, and Yahoo sites devoted to news, finance, sports and entertainment.

The terms of the deal were not announced.

Yahoo also will include Twitter content on its sites containing complementary information. For example, a Yahoo user reading a certain news item may also see Twitter updates on that news on the same page.

Both Google and Microsoft Corp.’s Bing have similar deals integrating Twitter feeds.

To read the entire article, click here.

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Nicole Wagner

Microsites

Posted By: Nicole Wagner   Category: Web 2.0

25 Feb 2010

Microsites are developed to showcase a unique product or service offered by a larger entity. They typically mimic the messaging of the brand and are not afraid to drive users to the corporate website for further investigation.

A microsite is not a landing page. Typically, a landing page is one page that links the reader to your Web site or makes a simple call to action. A microsite, if used to its full potential, can provide you with an opportunity to move your customers closer toward a buying decision or next level of the sales cycle. A true microsite is multilayered and can be thought of as a launching pad for myriad marketing opportunities.

Microsites work well when they are used as:

  • A follow up for your newsletter
  • A doorway for search engines
  • A marketing site for e-marketing campaigns
  • A targeted site for brands, products, and services

One of the advantages to using microsites is that you can tailor them towards segments of your audience versus trying to reach the masses.

Tips on strong microsites include:

  • The key message on the landing page needs to be consistent with the key message of the referral source. – Make it clear they are at the right place. You need to grab their attention within the first 10 seconds through the headline, visuals and call to action.
  • The design should make the next step clear and minimize the number of clicks required for response. Every extra click required in response will generally reduce response by 10%.
  • It is best practice to include the initial data capture on the first page. If the response mechanism is on another page use multiple calls-to action to gain response since some visitors will respond to images and some text hyperlinks.
  • If it is a multi-page form, then draw users in with easier initial questions. Allow the form to be saved part way through the quotation.
  • Make all images clearly clickable, for example by making them look like buttons.
  • Limit the options on each page and drive users where you want them to go.
  • Make sure your microsite is optimized and keywords are implemented to held with search engine rankings.
  • The right copy/page length is one that minimizes the knowledge gap between what the user want to know and what you tell them.
  • Use meaningful graphics. Graphics must be consistent with the campaign and generate empathy for the audience.
  • With microsites you typically need to allow users to go navigate to other web pages. Keep your menu options simple and try to make all information within one click from the main page.
  • Provide a choice for those who don’t respond. Provide a reasonably prominent (trackable) phone number or perhaps a call-back/live chat option.
  • Try It! Measure It! Tweak It!
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Nicole Wagner

Landing Pages

Posted By: Nicole Wagner   Category: Search Engine Marketing| Web 2.0

24 Feb 2010

Landing pages are typically one page websites that are developed to generate a conversion. They are simple and direct and ask for whatever the conversion may be. They rarely lead one to the actual website. Landing pages are primarily used for direct marketing and search programs.

Tips on what makes a good landing page:

  • Content on the page should relay what you are advertising
    The landing page is the follow up to the direct mail piece, search engine or interactive ad that you put out there. The landing page should compliment the reach out advertising and finish the story of what you were trying advertise.
  • Your page should be solely dedicated to a single purpose
    Don’t try to do too much with your landing page. Have a clear focus and make sure it is very clear what that focus is. That doesn’t mean you should have only one link or call to action – it means that everything you communicate on you landing page should all lead to the next desired step you want the reader to take.
  • Should be very clear what you want them to do next with a strong call to action
    You want one outcome from your landing page – to get the user to do the next step. Make is very clear and direct them as to what that next step is.
  • Be Brief and Clear
    Don’t make your readers work for it. Spoon-feed it and make it easy. Sentences should be short, with concise copy that makes your points quickly and directly. Your visitors need to easily scan the page to find the content they are looking for and that fulfills the promise you made in your ad copy. The use of bold headings and bigger “BUY” or “SUBMIT NOW” buttons help increase success rates.
  • Answer all questions your reader may have to increase chances of a conversion
    We don’t want them to leave this page without moving on to the next step, so be sure to answer all questions you believe they will have that will make them hesitate to move forward. Testimonials are good on landing pages because they convey trust. Seals, certifications, anything to eliminate fear and motivate your customer.
  • Forms
    The shorter the form, the more likely people will complete the whole form. The form should also be positioned “above the fold” meaning that your prospect shouldn’t have to scroll down the page to see it.
  • Par down your navigation
    The goal is to complete the transaction on the landing page, but you don’t want them to leave you completely and not come back. Keep the navigation to a minimum and allow readers to go to your website at the very bottom of the landing page if they still feel they need more information.
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The ABC’s of RSS

Posted By: Stevens & Tate   Category: Web 2.0

3 Feb 2010

RSS (Really Simple Syndication) is a format for delivering regularly changing web content. Many news-related sites, blogs and other online publishers syndicate their content as an RSS Feed so whoever would like to read their published content can obtain it regularly.

Recently, SiteProNews has published an article that helps readers understand the terms relating to RSS. Check out the ABC’s of RSS below:

A – AutoDiscovery
Auto Discovery is code that is inserted into the header of an HTML web page, which then indicates to readers that an RSS feed is available for the content.

B – Blogs
Blogs are web logs that are updated regularly, usually on a daily basis. Blogs generally contain information related to a specific topic. In some cases, blogs are used as daily diaries about people’s personal lives, political views, or even as social commentaries. The truth of the matter is that blogs can be shaped into whatever the author wants them to be. While initially thought of as diaries or online journals, blogs have evolved into the latest fresh web content.

C – Cache
Cache is a temporary storage area for frequently-accessed or recently-accessed data. Having certain data stored in a cache area speeds up the operation of the computer. Using a cache with RSS feeds will help minimize bandwidth and display an RSS feed’s content quicker.

D – Display
Many webmasters post the content of an RSS feed on their website. They use either PHP, ASP, or javascript for such purposes. If done properly, the feed’s content will dynamically update as the content of the feed changes.

E – Elements
Within an RSS feed, there are various feed elements. The elements of an RSS feed are defined by tags.

F – Filter
Many RSS feeds contain duplicate or similar content. Publishers can filter RSS feeds so that they only see content that they wish to see, by filtering out duplicate postings.

G – GUID
GUID stands for Globally Unique IDentifier. The RSS specification strongly suggests that each RSS feed item have a unique GUID. If you are creating feeds, a GUID is important because GUIDs are often used by feed readers and aggregators to determine if a feed item is new or simply an existing item that has been updated. Each item in the RSS feed should have a unique GUID.

H – HTML
HTML, which is the acronym for HyperText Markup Language, is frequently used to design websites.

I – iTunes Namespace
The iTunes Namespace allows the user to add the information necessary to have a podcast listed on the Apple iTunes Music Store (ITMS).

J – JavaScript
JavaScript can be used to display the content of an RSS feed.

K – Keywords
Keywords should be integrated into the RSS feed to help search engines determine what the RSS feed is about.

L – Links
Links are used to direct RSS readers to the original webpage containing information that directly relates to the feed.

M – Mashup
A mashup is a combination of multiple RSS feeds that have been merged together to create a new, single feed.

N – Namespace Extensions
The RSS specification allows you to create and use your own custom elements (tags) in any RSS feed by declaring your own namespace. Doing this is 100% in line with the RSS specification and the feed will validate. However, you should have a specific and well-planned reason to do so. No RSS readers, or other RSS processing applications, will be able to use your custom info for any purpose. Adding elements (tags) would typically be used only in an in-house situation where both the writing application and the reading application have prior knowledge of the new tags.

O – OPML
OPML, or Outline Processor Markup Language, is a file format standard that can be used to exchange subscription lists between programs. OPML is used as a standard to import or export groups of RSS feed subscriptions. OPML was initially designed by Radio UserLand as a file format for outlines. The purpose of this format is to provide a way to exchange information between outliners and Internet services. OPML has since been adopted for other uses, the most common being to exchange lists of RSS feeds between RSS aggregators. OPML is an open format, allowing other services to extend the format. While OPML was not initially designed as a vehicle to share RSS feeds, it has become the de facto standard. OPML, like RSS, is based on RSS, and because of the similarities, those familiar with RSS have embraced OPML as a way to share RSS feed collections

P – Podcasting
Podcasting is online audio content that is delivered via an RSS feed. Many people equate podcasting to “radio on demand”. However, in reality, podcasting gives the listener far more options than radio does, in terms of content and programming. In addition, podcast listeners can determine their own time and the place for listening, meaning they decide what programming they want to receive, and when they want to listen to it. Listeners can retain audio archives to listen to later, at their leisure. While blogs have turned many bloggers into journalists, podcasting has the potential to turn podcasters into radio personalities.

Q – Query
Webmasters can create RSS feeds based on search queries for their websites.

R – RSS
RSS is a standard format for syndicating content on the Internet. The content can be anything! Information contained in an RSS feed is often syndicated on other sites, which expands its reach. Website visitors love RSS because they choose which feeds they wish to subscribe to. If at any point they are unhappy with the content contained in the RSS feed, they simply unsubscribe and no longer receive notification of feed updates. RSS is really a win-win for both subscribers and publishers. In order to get a better understanding of how RSS works, download an RSS reader or use a web aggregator and subscribe to an RSS feed (they are usually indicated by a small orange icon).

S – Syndication
Syndication is the supply of material for reuse and integration with other material.

T – Template
Many webmasters use templates to layout the contents of their RSS feed and make it match there website.

U – URL
URLs can be embedded into the description of the RSS feed items, so that when the feed is syndicated, the content originator gains backlinks.

V- Validate
Feed validation is important. If a feed is not properly formed, it will not always be valid for reading.

W – Website
Updates RSS feeds can be set up to notify visitors when a website changes.

X – XML
RSS is a subset of XML, or eXtensible Markup Language.

Y – Yahoo Answers
Yahoo’s interactive system of questions and answers can be tracked using RSS feeds. You can create keyword or category feeds for anything in Yahoo Answers.

Z – Zero Feeds
Not having RSS feeds for your website puts you at a competitive disadvantage. RSS feeds bring traffic and help the stickiness of your website.

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A recent poll conducted by Harris Poll has found that on average, adults in the 30-39 age bracket spent the most time online, with the 25-29 and 40-49 age brackets tied for the status of runner-up.

Not what you expected?

Overall, online adults reported spending an average of 13 hours per week on the Internet, excluding time devoted to e-mail. 30-39 year olds, according to the poll, spend an average of 18 hours per week, while both the 25-29 and 40-49 age brackets averaged 17 hours per week. Those in the 18-24 age bracket average 14 hours online each week, putting them one hour behind the poll’s online 50-64 year olds.

To read more of the poll’s findings, click here.

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Web Habits Are Changing

Posted By: Stevens & Tate   Category: Social Media| Web 2.0

16 Dec 2009

Back a few years ago, the Internet was mainly used for browsing and searching for content. Nowadays, we also use the Internet for doing. We upload pictures to Flickr accounts, share video content on YouTube and connect with people via Facebook and LinkedIn.

The Internet community’s attention is no longer dominated not by traditional content-based sites. Now most of their attention has been focused on a set of radically different, interactive, community-based tools and services.

Author AJ Harring refers to this as “the Engaged Web” and describes it as a new world where passive websites have been replaced by engaging web applications and where visitors have become users.

To read AJ Harring’s article, The Brave New World of the Engaged Web, click here.

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Location, Location, Location!

Posted By: Stevens & Tate   Category: Media News| Web 2.0

11 Dec 2009

We’ve all heard the phrase before – “Location, Location, Location!” – and it is just as important in the world of online advertising as it is in other industries.

The online environment in which you choose to display your banner ads is a critical factor in their overall performance. Placing an ad on the homepage of a portal web site and the same ad on a destination page will more than likely generate different different amounts of click throughs and conversions. This is because the ad’s environment is not being taken into consideration.

This article, found in Advertising Age, further discusses the impact of an ad’s online location on its overall success.

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How do you, as a business owner, get your name out to more journalists so that they include you and your business in their publications? Become a source.

It’s a practice seen in both local and national press – small business owners offering interviews and quotes as part of larger stories on topics related to their industries. Being a source amounts to valuable free press for these businesses who want to establish themselves as leaders in their field.

Social media and the Internet are great resources for any business owner trying to gain free press.

Want to increase your chances of being contacted by a member of the press for an interview? Here are some things you should be doing right now:

1. Blogging – Having a blog is the number one thing that you can do to make yourself a more attractive target for journalists in need of a source.

2. Tweet – Twitter is a great place to start building authority on a particular topic by connecting with other users and sharing relevant information, news and links.

3. Help a Reporter Out – Help a Reporter Out is a mailing list that connects journalists to willing sources.

To learn more about becoming a source check out this article by Josh Catone.

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Google has recently announced that they have reached a deal with Twitter to include tweets in the search results.

The Google blog reads:

“Given this new type of information and its value to search, we are excited to announce that we have reached an agreement with Twitter to include their updates in our search results. We believe that our search results and user experience will greatly benefit from the inclusion of this up-to-the-minute data, and we look forward to having a product that showcases how tweets can make search better in the coming months.”

To read more information about this announcement, click here.

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