Several months ago he posted a single invitation to join a new tribe on Ning.  Together — this tribe formed by choice — collaborated, contributed and produced a companion eBook also available today.  It is completely free and filled with great information, case studies and random tangents.

Congratulations to the triiibe. Click to download your own copy here.

Aside:
As always, here is the link to the wordle for today’s post.

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With Google stating that they know of over a trillion unique pages on the internet, wading through it all for just the content that is of interest to you can be monumentally difficult.  Once you find what you’re looking for, how can you place it in context?

dotShout offers the simplest, most effective way for digital marketers to filter through and discover the best online marketing news and views across the web.  The articles selected are placed in context by highlighting the references, discussions and debates driven by other bloggers and microbloggers.  This contextual ecosystem spotlights which views have stopped whispering and have started shouting.

To accomplish this, I’ve selected the top online marketing and social media bloggers as the foundation.  This list includes: Seth Godin, Mitch Joel, Chris Brogan, CopyBlogger, Dawn Foster and others.  dotShout aggregates their posts and uses an algorithm to assess rank.  These posts can be also be sorted by pubdate or source.

Each post is then placed in context by highlighting the blogs that are discussing, debating or referencing it.  For additional clarity on a posts context, quick links to Technorati, Google Blogs, IceRocket and others are also easily accessible.  Those tweeting about the post are also spotlighted giving other bloggers and microbloggers a megaphone to amplify their voices.

In developing dotShout, I looked toward the sites that I routinely use and respect.  Sites links Techmeme, BlogRunner and Mashable had profound influence on me.  Techmeme for its intuitive schema of one simple page to see all that’s new in technology.  BlogRunner for channel based strategies on alternate sorting.  Mashable simply because they do everything right. You may see little bits of these sites here, but hopefully they’ve inspired something new.

With the next release, I’ll be:

• Refining the algorithm used to determine rank
• Offering additional ways of assessing context
• Modifying sorting by date (”The Latest”) to a river
• Additional blogs will be brought into the fold
• The design will tweaked nearly everyday

As I proceed, l will be using this blog to chronicle its continued development and, above all else, I’ll be looking to you to help me along the way.  As readers of Gaffney3, I assume you’re in the digital marketing industry in some capacity: design, development, advertising, sales, etc.  Any thoughts you want to share on how to make dotShout more valuable to you are obviously welcomed.

Aside:

As always here is today’s wordle for this post.

Image by savethedave via Flickr

Web researchers, iPerceptions, recently conducted a study that relied on user-generated feedback from 14K visitors to leading media sites to gather insights into which type of online advertising get people to click. The  consumer’s online advertising preferences report had many takeaways, but there was one quote that I simply love for its simplicity.

“Our research clearly shows that media sites that offer consumers compelling content and features - encouraging repeat visits - generate much better ad clickthrough rates than less engaging sites.  Marketers that want to reach high quality audiences should focus ad placement on sites that deliver the highest customer loyalty and repeat visitor traffic.”

-  Jonathan Levitt, Vice President of Marketing at iPerceptions

That’s about as simple as it gets.  Compelling content yields compelling results.  Now the trick is for media companies to realize that compelling in print or broadcast does not mean compelling online.

Aside:

As always here is the wordle for today’s post.

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“Ask yourself: What do I want to do everyday for the rest of my life?  Do that!  I promise, you can monetize that shit.”

Gary Vaynerchuk, Web 2.0 Expo, 2008

Talk about getting a burst of motivation!  With real life sound bites like “there’s no reason in 2008 to do shit you hate,” he speaks of living an authentic life.  No matter what you love: speak, work, breathe with passion.  Your customers, readers and peers will recognize and thank you for it.

“Everybody has time, stop watching fucking Lost!”  His ideas are so simple that their profound.

Aside:

As always here is the wordle of today’s post on Gary Vaynerchuk.

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Plastic Logic … launched its new electronic reader last week …[with] the look, if not feel, of reading paper.  Just right … for reading digitalised newspapers… You can turn from page to page, as though you were holding a newsprint bundle.  You can pause, perfectly normally, over tales that surprise you, news that you didn’t know.

From Peter Preston, The Observer, September 14, 2008

This product by Plastic Logic is extremely interesting, but providing a similar experience to reading a newspaper alone isn’t the answer.  The unfortunate reality is that MSM companies across the country are still pressuring their heads of tech to solve their economic woes rather than recognizing that the product itself is flawed.  The good news is that it can be fixed.  The bad news is that technology isn’t the solution.

The flaw is MSM’s insistence upon news being a one-directional conversation where the editors refuse to engage readers in direct discourse.  The flaw is the insistence on a lecture rather than a debate.  The flaw is the disconnect from the community which they pledge to serve.

The solution is that the culture itself needs to change.  This is obviously easy to say, but monumental to implement.  But those earliest to start this cultural shift will not only survive, but lead.

Digg, Wikipedia and Reddit represent the sharing of power readers are looking for with their news providers. They allowing for the nature ebb and flow of topics as they rise into the collective consciousness of their communities.

This is the future, where the user editor suggests content to millions of other user editors. This is the future of news online. We, the providers, supply the content while the users edit and decide on prominence and dissemination.

From Justin William, CounterValue, September 14, 2008

Sites like these are the newspapers of today.  They are destinations not for a specific topic but rather for the quality of news and information that is peer created, selected, filtered or promoted.  Interestingly, Peter Preston’s article cited above speaks of the non-linear value of stumbling across “unexpected things which you didn’t know in the process of telling you what you wanted to know,” yet failures to provide a link to a single example, company or counterpoint mentioned.

Aside:

As always here is the wordle for today’s post “Technology is not Mass Media’s Savior”

The challenges come with deployment.  This level of programming and logistics often warrants bringing a developer into the mix.  This is true especially for those companies early in their online marketing strategy.  And for many, this cost may be a barrier to entry.

ContestMachine, founded by CrystalRoot’s Savraj, Kalid and Lee, have streamlined the process into an intuitive widget.  You specify the prize, the level of participation and timeline.  Customize the colors to match your site, embed and you’re up and running.

For those running two or fewer contests a month, the service is free.  The more ambitious will be charged $9 a month for ten contests or $90 a year for fifty.  They are currently running a promotion which offers unlimited entries for the free and monthly packages.  Normally, they are capped at 1,000 and 10,000 respectively.

The benefits of running contests online are obvious.

• Inform consumers of new products and services
• Amassing targeted consumer information
• Positive consumer association with your brand
• Entice entrants with coupons and discounts
• Attract new customers

Lastly, contests are one of the best methods of generating the coveted online marketing goal of word-of-mouth promotion.  By encouraging the contest to take off virally –through a sharing option — advertisers can determine their audiences social makeup.  This person-to-person exchange is one of the best ways to give your contest validity in the eyes of potential customers.

Asides:

As always, here is the wordle for today’s post.

This morning the next browser war seems to be on both journalist’s and bloggers’ minds alike as Google announced its forthcoming open-source browser.  Long rumored, Google Chrome is to be released to beta Tuesday, September 2.

Now the geek in me wants to start playing immediately knowing that its using the Webkit rendering engine and to see its source code, however the marketing side of me (remembering IE 4.0 not so fondly) is asking:

• How this will affect the rendering of website design
• What nuance differences will be needed for my CSS
• Will this require additional time and effort to optimize my sites
• Do we really need another browser

It seems like we’ve finally been able to relax a bit on this front with IE, Firefox, Safari and Opera.  I fully recognize the other player especially on the Linux front, but from a design standpoint those are the big four (in descending order no less).  The ideas outlined in the viral comic are intriguing, however I’ll never understand the idea of putting out a press release (in any form) prior to the products release.  Earlier today,

Innovation is one of the most thrilling aspects of this industry and I truly hope that Google Chrome lives up to the hype/hope.  But its news like this second subject that gives me pause.  TechCrunch is reporting on the allegedly amateurish indexing (and bandwidth leeching) of websites by the Cuil.  Apparently, in an effort to retain its total websites indexed mantle, the bot from Cuil named Twiceler is acting over aggressively in its frequency and by psuedo-quessing filenames to find non-linked pages.  Rumors of the Cuil bot bringing down websites are aswirl on the forums.

Again, I would like to see this site succeed inspite of and because of the fact I use Google for everything, but I find myself asking:

• Did this web service deserve the attention it received at launch
• Does Cuil provide an experience better than existing services
• With website owners limiting or disallowing the bot from spidering their sites is there value
• Do we really need another browser

Lastly, ICANN announced on Thursday, August 28 that it has approved the most sweeping changes for new top-level domain extensions.  In simplest terms we expand from the familiar .com, .net, .org to .anything. Although the idea of owning .gaffney3 is intriguing, this just adds to the escalating costs of protecting the brand equity that we’ve built by forcing our hands to purchase (or bid) on these new extensions.

This isn’t that different from Google offering trademarks to smaller companies through their Adsense program.  This practice, termed piggybacking, allows advertisers to use another company’s brand to enhance their ability to draw more qualified traffic from Adsense listings.

• How many of us purchased our existing top-level domain extensions for anything other than preventing another business from acquiring them
• Has .mobi, .biz or .info evolved into ICANN’s conception
• Should be really deveat from established conventions on Internet navigation
• Do we really need more top-level domain extensions

My point is that often times we’re so caught up in keeping up with the latest trends - afraid to miss the next biggest (or cuil’est) thing - that we fail to ask ourselves whether its service is something we actually need.  More likely the next biggest thing will be a service with which we are already intimately familiar but done in a more intuitive manner.

One or more of these three news stories may ultimately amount to something monumental, affecting the very way we design, develop, advertise or sell (my bet would be on two-out-of-three), but as marketers its our responsibility to guide our clients down the appropriate path for the promotion and positioning of their businesses online.  Sometimes that means not getting caught up in the hype, but simply looking beyond the trademarks and the press releases and asking yourself, “Do we really need this?”

Aside:

As always, here is the wordle for today’s post on Google Chrome, Cuil and Icann and their affect on online marketing.

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• Providing several options for your customer to reach out to you
• Being timely in your responses to any and all communication
• Answering the question asked in an empathetic tone

Image via Wikipedia

Why? Because the bad news is that in today’s digital age anyone can wield an enormously large stick if unhappy with your product or service.

Why? Because the good news is that in today’s day-and-age of CRMs, customer service alone can be an untouchable value statement for a business.

I cite Jeff Jarvis (as many do) as a disappointed customer who used the internet to call attention to a billion-dollar brand’s disregard for his concerns and needs.

“A company can no longer get away with consistently offering shoddy products or service or ignoring customers’ concerns and needs.

For now the customers can talk back where they can be heard. Those customers can gang up and share what they know and give their complaints volume.”

- Jeff Jarvis, July 1, 2005

In an effort to illuminate the means by which customers can now loudly voice their opinion (blogs, forums, twitter, etc.), I tell my own narrative of a customer service failure. Through this tale I relay the levels of frustrations I had with:

• Being in phone limbo as you wait for a rep to pick up or placed on hold
• Constantly repeating yourself as you’re escalated up the support chain
• Not being treated with the respect you deserve as a paying client

Recently an attendee approached me after a seminar and told me that he both learned much for and enjoyed the presentation.  He was excited to get back to the office to implement much of the search engine optimization and site navigation tips.  He then told me that if I called him and got as upset as I did with his customer support, I could go “’f’ myself.”

I asked him if my frustration with a product that I purchase and expected to work was too high. No.

I asked if my attempt to go through the customer support channels their website recommended was the wrong path. No.

I asked if my patience while repeatedly explaining my story to rep after rep after rep for hours on end was where I went wrong. No.

I asked if my search of the company’s frequently asked questions while on hold in an effort to find a solution independent of the support rep was arrogant. No.

I asked if it was my open criticism online after spending hours on the phone with a company whose product stopped working, who told me that there was nothing they could do, and who flat out refused to replace the product or refund my money was his sticky point. Yes.

He proceeded to ask me “Who the hell do you think you are?”

I’m your customer.

Aside:

Here’s the wordle of today’s post on customer service.

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Recently, I read that Google knows of 1 trillion unique URLs on the web. That’s a tremendously large sea of content in which your article will either sink or swim. Without a compelling headline to not only grab attention but also lure the reader into the body copy, you’ll quickly find your article slipping into its murky depths.

I certainly haven’t expended enough energy on my post titles historically, but in having conversations with many of you regarding growing your online audience, I’m attempting to collect my thoughts and put my money where my mouth is. My long-term hope is to continue this conversation as a series that addresses headline creation tools, search engine optimization, social networking and keyword/ keyphrase consideration.

State the main point

Before you type a single word of the body copy, write the main point or goal of the article as your headline. I’ve started this post with the working title of “Headline Writing.”

I’m certain this will not be the final title, but defining it from the start helps to sharpen the focus of the article and foster greater creativity along the way. If you struggle in writing the copy, chances are you need to define your goal.

Provide a benefit

With a clear purpose of intent defined, determine how it can motivate or lure readers into the article. State the benefits or usefulness of the article. Three tried-and-true headline writing tips for conveying a reward:

• The “How to”
  • Defines the conflict and implies the reward in reading the article
  • Example: How to increase readership through compelling headlines
• The “Question”
  • Leverages empathy with a reader’s challenges to lure them into the article
  • Example: Struggling to get your blog found online?
• The “Outline” or “List”
  • Spells out the number of tips or steps in overcoming challenges and finding success
  • Example: 7 Steps to Writing Compelling Headlines

To better convey the usefulness of this post, I’ve chosen an implied “How to” and changed the title at this point to “The art of headline writing.”

The former obviously lacked punch failing to state my goal of providing advice on constructing an effective headline. The minor edit clearly states a reward to those who have interest in bettering their title writing.

Present a sense of urgency

A good friend of mine introduced me to the phrase “time-poverty” which perfectly summarizes our collective lives. But more importantly it defines the manner in which most of us use the internet. We have little time to capture a reader’s interest and are often competing on the merits of our headlines alone. Provide a motivator to press the reader forward.

The current working headline is passive in tone. Changing it to “How to write compelling headlines,” maintains the clarity or intent of the post, implies a reward to the reader and move it to a more active state. This title modification serves to solve a problem that the reader is experiencing at this moment.

Be controversial

A good headline elicits an emotional reaction by stirring up some controversy; however a balance between the boastful and inane needs to be met. Adding an element of intrigue or sensationalism is a time-tested approach in newspapers and magazines which compete for a reader’s attention at newsstands. Applying this rule leads us to either “How to write the perfect headline” or “How to write an irresistible headline.”

Both are viable options, but I selected the former as the latter reads almost as a challenge for the reader not to click into it.  If you come to a cross roads, the beauty of the Internet is that you can try both.  Tools like Google Website Optimizer allow you to test different versions and shows which results in the most conversions.

Regardless of the method you use to heighten your headline’s appeal, please be sure you are not over-promising and are able to deliver on it. Readers are smart. They recognize bluster from swagger; exaggeration from conceit; but they will not forgive being misled.

Aside:
For those of you who read my previous post on using Wordle as an online marketing and seo tool, here is the Wordle for this post.

With my renewed focus, I was glad that I found Wordle:

Wordle is a toy for generating “word clouds” from text that you provide. The clouds give greater prominence to words that appear more frequently in the source text. You can tweak your clouds with different fonts, layouts, and color schemes.

Wordle view of Gaffney3.com

Although they qualify their site as a toy, its value as a marketing and search engine optimization tool was immediate.

With my recent post on the final release of PHP 4, the word cloud was dominated by the wrong keywords to reflect my goal.  The article was close to my heart and yielded strong traffic, and I’m not advocating that you remain so rigid that you avoid tangents blindly, but it was immediately apparent (especially at thumbnail size seen to the right) that I needed to refocus.

As I speak or consult with different new media companies, I routinely tell them than they need to focus on the width of their site, building it out such that each page owns a single key topic.  Using Wordpress as my platform, I’m forced to do so, as is the nature of blogging.

However when it comes to a site’s home page, it becomes more difficult as all these separate thoughts collide, diluting the overall value.  Some of the questions I’m forced to ask myself as a result — I’m sure some of you have already answered — don’t seem to have a hard and fast rule.

1. How many posts should be visible on my blog’s homepage?
2. Should the posts be listed as refined abstracts, or the post in its entirety?
3. Is my design conducive to effectively communicating that which I would deem my most important thoughts?
4. Are the categories by which I’ve classified my thoughts appropriate?

Obviously, I will be looking at each one of these questions closely as they inherently affect my ability to reach my desired audience of industry analysts, journalists and bloggers.   The desired outcome for me is to be selected as a topic, contributor or interviewee for an article published in the media on the subject of online marketing.

Update:

Check out the Wordle word cloud generated from the text of this post to see if I effectively communicated my thoughts.

Thanks to keith bohanna for the correction to Wordle’s URL as “http://www.wordle.net” not “.com”.

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PHP has officially ended development of PHP 4 with the final release of 4.4.9 on August 7, 2008 nearly a year after the ideal was first floated by Derick Rethans.  Chris Schiflett does a nice job of pulling a few choice quotes out of the conversation that lead up to its demise.

“I am trying to gauge what people feel about dropping support for PHP 4 at the end of this year.”
Derick Rethans on the PHP Internals List (2007-07-06)

That is a phenomenally difficult question.  I’m glad to see the team decided to err on the side of moving forward giving the developers the ability to completely emerge their time and efforts in PHP 5/6.  They got it right.

Apache went through this very same debate with httpd 1.3, and although it may be easier for those entrenched in 4.4, I have to imagine that they are not the developers they have in mind as PHP pushs toward unicode support, a more refined OO model and other advances in 5/6.  I tend to doubt that those still developing in 4.4 routinely upgrade minor revisions, let alone the security patches.

In full disclosure, I too was closed minded about migrating to PHP 5 until a friend (who I wish would develop his blog for further PHP exploration) took the time to preach the gospel.

PHP has made a difficult decision in that it has recognized that it cannot be all things to all people.  To do so would slow development to a more commericial timeline.  Focus on the team behind the advancements, and the user base will come along (me included)

This is an obvious truth in that someone searching for a “Nikon D300” chances are within the purchasing funnel or looking for support, however I consider this short-sighted in that the marketer neglects the question of how the consumer is to arrive at the purchase intent stage without investing in:

• Product awareness
• Brand consideration
• Brand preference

MediaPost has a great success story on how Dockers used display advertising to better refine the purchasing process.  Dockers contracted with New York-based RAMP Digital and Black Bag Advertising to craft a Father’s Day campaign with the intention of pulling potential customers further down the purchasing funnel without breaking the bank on rich-media costs.

RAMP was able to provide an IAB-approved, Flash based ad which allowed customers to choose from an assortment of apparel in an interactive environment before directing them to the appropriate landing page.  They leveraged:

• Behavioral & Demographic Targeting: 30 to 45 yr old women looking for Father’s Day gifts
• Semantic Targeting: Refined the ad based off user selection in an interactive environment
• Technology Advances: The advertising units were less than 40kb; lower than the rich media threshold which would have resulted in additional ad-serving fees

The point is that although display advertising may not be the panacea for marketers, it isn’t broken either.

97% of consumers who interacted with the ad ended up clicking through to the Dockers Web site, and there were about 8 interactions within the unit per person. And according to Jonathan Mendez, RAMP’s founder and CEO, click-through rates (CTRs) on the Ramps were 110% higher than a set of control ads, while the engagement rate was 150% higher. (From Semantic Display Ads Drive Clicks, Conversions For Dockers)

It was by providing an intelligently created ad that took advantage of the high traffic the AOL network provided to allow for refined targeting the appropriate viewers that pulled prospective customers further down the purchase funnel. It created both product and brand interest and purchasing intent in one unit.

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Already, publishers like Yahoo!, Bankrate, and Edmunds are forecasting and/or blaming the economy for softening revenues.  Just months ago, it seemed as though the online advertising industry would get through this tough economy unscathed, but publishers and ad networks continue to report disappointing earnings.

David Hallerman, an analyst with EMarketer Inc., believes that online advertising is “not going to grow as much as expected, but it’s still going to be growing more than other media.”  Online publishers should prepare themselves as display advertising will take the brunt of the cutback.

“Advertisers have pulled back in a pretty meaningful way, and display is feeling the brunt of it,” said Clay Moran, a Stanford Group analyst

Analysts speculate that search-engine advertising, which accounts for 41% of all online ad revenue in 2007, will remain strong as companies see this as a means of engaging active users.

Although the current model of display advertising isn’t the panacea for marketers, isn’t engagement of a targeted, but passive user of tremendous value?  Through the use of behavioral and geographical targeting, the publisher can provide branding opportunities as well a direct connect with the customer.

The Online Publishers Association recently completed a study title “Improving Ad Performance Online: The Impact of Advertising on Branded Content Sites.”  The study ultimately determined that ads on content sites have greater impact on:

• The overall purchase process
• Brand consideration
• Customer awareness
• Brand preference and purchase intent

Search engine marketing needs to be a part of any online marketing budget, but it is through display advertising on information sites that brand favorability and purchase intent improve.  According to the OPA, brand favorability improves 29% over average online advertising; purchase intent increases 20%.

The lessons learned from traditional media still apply.  It is the contextual value and the sponsorship of trusted media that starts the passive user on the purchase process path.

Often times during seminars, I’m asked what to do if a particular domain that an attendee wants is taken.  While bidding on the domain is sometimes an option, I usually white-board out with them strong alternatives.  These are usually variations on the brand, or common keyphrases that reinforce the product or service. At the end of the day the domain is important, but a site with a clear and intuitive call-to-action or service complimented with a committed marketing plan, you have more freedom of choice than you would think.

Then I reference del.icio.us.

Joshua Schachter, creator of del.icio.us, addressed a problem he had maintaining a list of sites he frequently cited on a previous project he co-created named Memepool.  He created a website to store, share and ultimately discover bookmarked URLs. The service was addressed prior to the name.

When the the domain registry opened the .us extension, he jumped on the name due to the variations that ‘icio.us’ offered.  I don’t know that Schachter wanted to purchase delicious.com at the time, but it is a perfect example of creatively addressing the lack of single domain names within the .com extension without devolving to misspellings.

“I’d registered the domain when .us opened the registry, and a quick test showed me the six letter suffixes that let me generate the most words.”

From a 2004 interview titled “A Del.icio.us Interview” on Rands in Repose

Though it wasn’t the first, it has quickly become the most well known and frequented “domain hack” with 5 million users and 100 million bookmarked URLs.  This creative thinking is exactly what I suggest to clients and attendees. Although unlikely to capture lightning in a bottle with this particular hack, businesses need to operate outside of the conventional thinking while starting their online initiative.

Schachter’s was an online Cinderella story.  Created in 2003, purchased (for an undisclosed sum some speculate as high as $30 million) by Yahoo!, del.icio.us has survived to become one of the most popular social bookmarking services.  And although they did it with a creative domain name, the more important lesson is that it was the product that provided a great yet simple service.

“del.icio.us is most powerful because the content that is being tagged and stored is stuff that individuals have chosen and flagged. A real human being.”

From Mitch Joel’s post “You say del.icio.us - Now say delicious.com“

Its now at the end of but one of del.icio.us’ chapters that they evolve to delicious.com.  The domain in this case follows the product.  But this isn’t the end of the book.  With the adoption of the new domain name, the developer also rolled out a new design, speed and functionality.  Their Yahoo! sister company MyBlogLog recently went through a redesign and failed to address the latter two.

Domain names and design are important, but del.icio.us by any other name functions just as sweet.

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