making the most of current trends - wordpress.com › 2009 › 09 › trends.pdf · 2009-09-30 ·...
TRANSCRIPT
Making the most of current trends
The growth of the internet
A brief timeline
• “The Web” as we know it was invented by Tim Berners-Lee in 1989
• By 1996 usage of the word “Internet” had become commonplace
• During the 1990s, it was estimated that the Internet grew by 100% per year
• The Internet can now be accessed virtually anywhere by numerous means (e.g. computers, mobile phones handheld consoles)mobile phones, handheld consoles)
• Due to massive increases in digital bandwidth all manner of content can now be delivered quickly, most notably high quality video and audio
• The advances in internet technologies (e.g. AJAX, Jquery, asp.NET) make it possible to deliver complex online applications
• The industry has grown up too there are a wide range of effective techniques for analysing • The industry has grown up too – there are a wide range of effective techniques for analysing who and where your online audience are and planning how best to deliver what they need from you
• And there are all manner of buzz words to get your head around...And there are all manner of buzz words to get your head around...
Web 2.0
There’s a lot of disagreement about
what web 2.0 means but it is generally
accepted that it relates to tools that accepted that it relates to tools that
allow users to control what they want
to see and collaborate with other
usersusers
What is web 2.0
There’s a lot of disagreement about what Web 2.0 means but it is generally
accepted that it relates to online applications that:
• Allow users to control what they want to see
• Facilitate the sharing information between users
• Facilitate collaboration between users• Facilitate collaboration between users
• Make it possible for diverse systems to work together
Let’s look at some of the key phrases…
Wiki
An online interface that allows many users
edit the same piece of information
Blog (or weblog)
An interface that allows one user to publish
content (e.g. text, images, video) that other
users can view and comment onusers can view and comment on
UGC (User Generated Content)
Content created and published by users
via wikis, blogs and social networking sites
Social networking
Online environments where users can
communicated with other like-minded
users and share views interests content or users and share views, interests, content or
activities
Social bookmarking
Online tools that allow users to store,
manage, search and share with other
users links to web pagesusers links to web pages
Online PR
A strategy for managing your message and
reputation on wikis, blogs and social
networking sites that are relevant to your networking sites that are relevant to your
business
SEO (Search Engine Optimisation)
Techniques for improving where your website’s pages appear on Search Engines:
• Natural searchProgramming and content writing techniques that help your site appear higher in standard (or “natural”) SE rankshigher in standard (or natural ) SE ranks
• PPC (Pay per click)A strategy for driving traffic to your site via paid for space on SEsA strategy for driving traffic to your site via paid for space on SEs
• Robots (or spiders)Programming techniques that allow SE robots to better classify the content Programming techniques that allow SE robots to better classify the content on your site
AJAX
A group of programming techniques for
creating interactive tools that can be used
without the need to reload the web page without the need to reload the web page
they appear on
RSS feeds (Really Simple Syndication)
A technique that allows content producers
to automatically and quickly send regularly
updated content to other websites and updated content to other websites and
subscribed users
Tag cloud
An alphabetical list of links where the
importance of each link is shown with an
increase in font size or change in colourincrease in font size or change in colour
How can you make the most of all this?
Some names you will know…
Wikis, blogs and social networking
Benefits
• Talk to your audience in their environment
• Take ownership for what is said about you
• Engage in a real dialogue with your audience
Dangers
• Requires a lot of time and resource to manage
• There will be negative content about you
• Is open to abuse and misinterpretation
Verdict
• There are no half measures so only get involved if you can do it properly
Social bookmarking
Benefits
• Spread your content beyond your website
• Build relationships with reputable websites
• Your audience become your advocates
• A solid link strategy will improve SEOA solid link strategy will improve SEO
Dangers
• Little control over where links end up
VerdictVerdict
• Consider adding social bookmarking tools to your most important content
Online PR
Benefits
• Understand where you are being talked about
• Discover what is being said about you• Discover what is being said about you
• Build online relationships and partnerships
• Manage your reputation
Dangers
• Requires a lot of time and resource to manageq g
• There will be negative content about you
VerdictVerdict
• You should at least invest in understanding where you are being talked about and what is being said about you
SEO
Benefits
• Understand what your audience are looking for
• Get the right content to the audience at the right time
• Make your site is completely visible to your audience
Dangers
• Requires careful planning to get it right
• Can be costly if you get it wrong
VerdictVerdict
• Without doubt, you should have clear SEO strategy
How do you know what trends you should be following?g
The usual: THINK AND PLAN!