Archive for the ‘Content Creation’ Category

Is UGC as we know it under threat?

Thursday, February 25th, 2010

judgeThis week an Italian court surprisingly convicted three Google executives over the uploading of a video in which an autistic teenager was bullied. Despite removing it within a matter of hours after being notified by the Italian police, David Drummond, Peter Fleischer and George Reyes were all found to be guilty of violating Italian privacy laws.

This is not the first time the Google giant has had problems with privacy laws. Just last week Google’s new social networking site Buzz came under fire from The Electronic Privacy Information Centre who lodged a complaint with the US Federal Trade Commission claiming Google breaks consumer protection law. It will be interesting to watch how that develops.

However, this latest development threatens to set a dangerous precedent in Italy in which sites can be held accountable for what’s hosted on their servers. This could have major ramifications for sites which rely on user-generated content such as social networking sites.

The video in question was removed on November 7th 2009 after a complaint from the police, and according to European Union laws this should have been enough to prevent them from being liable since the content was immediately removed once they received notification, however in the eyes of the Italian judge this was not enough.

If this is the case, then to avoid future threats all content will need to be moderated before appearing on the site. This could prove to be quite an issue, since more than 20 hours of video are uploaded every minute from around the world to YouTube. To watch all of this would require 1,200 members of staff/couch potatoes!

So if moderation is not possible then what are the possible implications for other sites which rely on user-generated content? Could Twitter suddenly be found accountable for any libel which is tweeted? Is Flickr responsible for every image uploaded that violates its terms of service?

Whether or not this will set a worldwide precedent remains to be seen. Google have already stated they will “vigorously appeal” the decision, and hopefully the charges will be dropped (especially since those charged were in no way responsible for the content, and were simply held accountable by virtue of their position within Google, according to David Drummond, one of those convicted).

If however the convictions are upheld then this will send shockwaves around the internet. If other countries were to adopt a similar stance to Italy then the looming threat of legal action could cause sites to suspend operating in certain countries (or at least dramatically change the way in which content is moderated), thereby limiting the freedom of the internet and the benefits it offers.

Linkbait, your website’s best mate

Wednesday, February 3rd, 2010

compare_the_meerkatThe holy grail of SEO, a self-feeding SEO machine, and all that jazz…

When the quirky meerkat Aleksandr Orlov appeared on our screens in 2009 to inform us of the difference between Comparethemarket.com and Comparethemeerkat.com, some brilliant linkbait was born.

The spin-off site Comparethemeerkat.com (where you can compare thousands of meerkats), has attracted nearly 10,000 inbound links, from people compelled to spread the meerkat word. By linking the spin-off site to the main price comparison site, Comparethemarket.com will have been able to pass on valuable link-juice and gained some well-earned Google-love. Simples!

So what is linkbait?

According to the head of Google’s Webspan team and SEO-guru Matt Cutts, linkbait is anything “interesting enough to catch people’s attention”. More specifically, linkbait differs from viral content in that it’s not just designed to be spread around, but to be linked to aswell. And while the primary purpose of linkbait is to attract inbound links, it can also help to generate press, create a buzz and drive traffic.

The beauty of linkbait is that once you have created your interesting content and told a few key people about it through any type of media channel, it can quickly snowball around the net and translate into numerous inbound links from blogs, Twitter, social networks, etc … These key people are often referred to as the LINKERATI (a term coined by Rand Fishkin of SEOMoz fame) and carry a lot of weight in the world wide web.

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How to create a successful online PR campaign: 3 great examples

Tuesday, December 8th, 2009

share_my_playlists_logoAs a leading online and social marketing agency, customer insight is at the heart of everything we do.  Using our unique revenue potential model and persona insight tool as part of a strategic planning phase, we identify the most lucrative keyword areas and ensure we build a holistic view of our clients’ brand, their customers and their journey.

How does this influence how we create an online PR campaign?
Persona insight is a crucial part of our strategic planning phase and shapes our clients’ overall marketing strategy, but it also determines so much more in terms of online PR.

Our online targets, the tone of voice we use, what content we create and what messages we put into a campaign are all determined by the results of the Persona Insight research.  So before we develop any content for online we always conduct a media audit and evaluate this back to our client objectives and targets.  This ensures the content we produce for online not only captures the attention and interest of the target audience but also the media we are positioning it to as well.

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The holidays are coming: online marketing tips for Christmas

Tuesday, November 17th, 2009

santaLet’s face it, we all love Christmas. It’s a great time of year where we reflect on the year just gone, eat mince pies, watch the Queen’s speech, listen to The Pogues on the wireless (oops DAB Digital Radio) and laugh at Grandad as he drops his false teeth in the dog’s food bowl and farts as he bends over to pick them up.

However, the build up to this festive event (Christmas, not Grandad’s farting), is a frenzy of activity for retailers as they fight for customers both on and off the high street.

Christmas shopping online is becoming a growing trend. I for one plan on buying most of my presents online from the comfort of my own warm home, away from the crazed masses on the wet and blustery high street. But with so much choice online, how am I supposed to choose one e-tailer over another?

Here’s a few tips to help online retailers stand out from the crowd and get those all important extra sales.

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Online PR - Not just about relationships with the public

Wednesday, July 15th, 2009

love_hateI recently told a friend of mine who is a journalist that I was doing online PR. “Ah”, she said, “you’ve become the enemy!” We had a good old giggle, but this illustrates perfectly the love-hate relationship journalists have with PRs and why it is such a challenge for us PRs to pitch to them.

Just to explain how it all works, here is what I do. As a PR, it’s my job to ‘manage the flow of information between an organization (my client) and the public (target market)’. Just like with offline PR, I need to create personas, or target market segments, find out which publications they read (in my case websites) and then get their products onto these websites, for free. Some people think this means pushing out an offline press release on a news wire, but it is much more than that and with online PR particularly, the relationship with the journalist is key.

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Getting personal with your customers

Monday, June 29th, 2009

girl_blue_skyWe are increasingly aware of how customers are looking to get the best price for the best product, but how can us online marketers ensure that we reach these potential purchasers and get under the skin of what really motivates their buying habits?

We need to go back to basics and forget about the traditional demographics which have influenced marketing campaigns for years. Of course age, sex, income and marital status are important but what you really need to think about is who are your target customers, what influences their spending decisions and which sites do they visit during their spending journey?

Its time to get personal and the answer lies in creating personas…

Personas are fictional characters. They take on identities and represent your customers by their buying trends and search habits. The persona will put a human face to data and create something that can seem real and familiar. Ideal online customers are no longer just ABC1’s, they are individuals sat in front of their computer, researching their next purchase.

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How to kill conversions with your landing page!

Friday, April 24th, 2009

webpagesWhether it’s PPC marketing, email marketing, affiliate marketing or natural search driving traffic to your website, your landing page is critical to the campaign performance - and it’s your big opportunity to engage with a potential customer.

So why do so many sites get it so wrong, and what are the most important things to remember?

What’s wrong with my landing page you ask?

Well firstly, you have to realise everyone uses the internet differently - so don’t try to pigeon hole all users in the same place.  Some users scan a whole page within a few seconds of landing on a site, while others focus on a block of text and read carefully - it all depends on the visitor.

With this in mind there are 6 things worth considering to ensure your landing page is optimised to its full potential:

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What do mind-bending tricks have to do with conversion rates?

Wednesday, April 8th, 2009

derren_brownFive ways to influence the minds of your potential customers - with web copy.

Ok, so you’ve got a super-slick design for your website and your marketing campaigns are sending a nice number of potential customers to browse its attractive pages - but what happens once they’ve arrived? Just like a sales person in a shop can employ verbal sales techniques to convince someone to whip out their credit card, the words on your site (or web copy) can act in the same way, all year round - and you don’t have to pay them a salary! Apart from applying some basic principles, such as good grammar (!), interesting and informative content and the inclusion of keywords, there are five clever, mind-bending tricks you can employ to tap into the minds of your potential customers and influence what they do on your site.

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