| Web 2.0 definition: a set of social, economic, and | | | | from directory sites, social networking sites, and |
| technology trends that collectively form the basis for | | | | blogs. |
| the next generation of the Internet – a more | | | | The dynamic capabilities of websites that are |
| mature, distinct medium characterized by user | | | | programmed and published by web users is allowing |
| participation, openness, and network effects | | | | search engines to garner updated, organized, and |
| –definition source: O’Reilly Radar, Web 2.0 | | | | refreshed information at an increased frequency. This |
| Principles and Best Practices | | | | information is setup to be preprogrammed into |
| Let’s first identify major social, economic, and | | | | categories making it easier to satisfy a search |
| technology trends that contributed to this | | | | engines relevancy organization desires. Presorted |
| transformation of the Internet. | | | | information receives favored ranking and recognition |
| Social Trends: | | | | from the major search engines. |
| Idea Generation and Sharing – teaching your | | | | How is this so? |
| associate in a non-competing market (across the | | | | As search engines have grown to find successful |
| country) how to create additional business in his local | | | | business models where they can generate increasing |
| marketplace, improve the efficiency and economic | | | | operating revenues, they have invested heavily into |
| environment of your industry through idea sharing | | | | the complexity of their vast computer infrastructures. |
| Example: Message Boards (DentalTown.com), Blogs | | | | Many of the search engines are programming their |
| (DentalBlogs.com), E-mail Networks (Acesthetics | | | | computer infrastructure to create a system that can |
| E-mail Group) | | | | potentially react as fast as the human brain as to its |
| Business Networking – ability to meet and | | | | reflex of identifying and organization new information |
| present information to people located in remote | | | | on the Internet. The quicker information can move |
| areas around the country and world | | | | across the computer networks (synapse) from one |
| Example: GoToMyMeeting, WebEx | | | | computer to another the quicker the web will be able |
| Social Interactivity – ability to meet and learn | | | | to grow. For example, Google has recruited one of |
| about people through personal profile and | | | | the world’s top neurologists to program the |
| communication techniques | | | | complexity of their search computer systems. Below |
| Example: MySpace.com, Friendster.com, Economic | | | | is a chart to visualize how data flows along the |
| Trends: | | | | search engine web. |
| Industry Consolidation – Increasing consolidation | | | | Search Engine Data Seeking Flow: |
| of information suppliers and network providers has | | | | Website > Crawler reads site > Search > Search |
| allowed for increased information distribution | | | | Query > Search Engine Asks Database > Search |
| efficiency | | | | Results Display > Search Results Clicked > Website |
| Example: Acquisition of Time Warner by America | | | | Search engines are exactly what they call |
| Online, Acquisition of Scientific Atlanta by Cisco | | | | themselves, search engines. The question is: what are |
| Networks, A T and T joins BellSouth | | | | the search engines searching for? |
| Technology Trends: | | | | Many things they may be searching for include: |
| Increase In Technology Adoption - High Speed Usage | | | | Who is linking to your site? |
| Increasing in Business (office place) and Consumer | | | | What is on your site? |
| (home) Markets. Increasing broadband speeds has led | | | | Where is your site listed? |
| to the consumers’ rapid adoption of multimedia | | | | When your site was last visited? |
| (Audio & Video) usage online. 68% of U.S. online | | | | Why are people visiting your site? |
| users now use broadband (February ’06, Neilsen | | | | How many people visit your site? |
| NetRatings). | | | | The thought application being used to organize search |
| Where the Web is going: | | | | results by various search engines: |
| Web 2.0 is opening up the online market, as the | | | | Who is the searcher searching for the information? |
| networking environment opens up public idea | | | | Are they doing it looking for common information? |
| generation and publishing has become very simple. | | | | What type of information are they searchers looking |
| Organization and globalization of the Internet’s | | | | for related to certain topics? |
| information is beginning to take form at the hands of | | | | Is the website information relevant to the extension |
| user interactivity. One major tool pushing the | | | | of a domain name? |
| boundaries of online publishing simplicity are application | | | | When was the last time a site was updated or |
| serving sites. | | | | visited? |
| Application Serving Sites & Their Position in the | | | | As search engines continue to increase in complexity |
| Marketplace | | | | so will the rewards associated with being found on |
| Application serving sites are websites that create a | | | | the search engine results. |
| platform for users to contribute data and information. | | | | Integrating Your Media Mix to Your Online Presence |
| Actual sites are beginning to work as user software | | | | Now that we have established the dynamics of the |
| creating an environment for user’s to create, | | | | search engines and computer applications feeing them |
| post, and edit information. Active and updated | | | | the question is how to integrate your various media |
| information on the Internet creates greater relevancy | | | | into an overall Internet presence. If your office uses |
| for a dataset of content. | | | | multiple media to market (audio, newsletter, video, |
| The Way an Application Serving Site Functions for a | | | | and more) you can synergize your data for a more |
| User: | | | | concrete marketing message through an overall well |
| Step 1: Login site and create content | | | | organized and strategize web presence. Another |
| Step 2: Publish content to the web | | | | added benefit to getting your marketing material |
| Step 3: Consumers and search engines read and | | | | exposure on the Internet is that consumers will |
| index content | | | | become increasingly interactive with your brand and |
| An application serving website sets up structure and | | | | may give you feedback as to how they feel about |
| guidelines for a user to create a login (identifying the | | | | your media and marketing. You can then interpret the |
| user), profile information (creating demographic data | | | | data as you please and use it increase the consumer |
| for the network), and then the means to publish | | | | friendliness of your data. |
| additional information satisfying the niche in which the | | | | The effects of Web 2.0, the interactive web, allow |
| user would like to participate in publishing their | | | | you to distribute your information rapidly and very |
| information (audio, content, video, and other forms | | | | cost effectively. More is better in this market, and |
| of information). | | | | your distribution costs are very low for online |
| There are many niche market websites being | | | | compared to traditional media. |
| created to serve niche markets of the | | | | Many people look at old media as a very effective |
| Internet’s long tail. If you examine your search | | | | medium for marketing which it is, but new media |
| engine results, search engines are giving bias to | | | | allows you to create a greater dimension of your |
| websites that are destinations for people to publish | | | | marketing campaign and a destination to pull a visitor |
| information on the Internet. In Google in particular | | | | in. An effective strategy to using your old media to |
| they are pulling numerous listing results from various | | | | integrate with your new media is to use a |
| sites like Craigslist, MySpace, Yahoo Directory, | | | | catchphrase like: |
| YouTube, Blogs, and other places people create self | | | | Visit our website to see the beautiful work we have |
| published and/or manually organized information. This | | | | performed on our patients |
| behavior by the search engines shows the | | | | Visit our website to learn additional information about |
| dependence of a more relevant Internet on dynamic | | | | our services |
| information being posted at reliable destination | | | | Visit our website to see a video of what to expect |
| websites. | | | | when you come to our office for a consultation |
| These application serving websites create social | | | | The list goes on as to catchphrases you can use to |
| grouping networks allowing for the free exchange of | | | | draw visitors into your online presence, be sure to |
| data that is relevant and similar to other existing data | | | | integrate old media marketing into what your website |
| on the network. Some networks will even suggest | | | | has to offer consumers. Once you get a visitor to |
| similar groupings to peak a user’s interest. | | | | your website you have achieved half the battle now |
| Search Engine Information Seeking – Hierarchy | | | | you need to seal the deal and turn your website |
| (Chart 2) | | | | visitor into an office visitor. |
| Search engines seek information as follows and index | | | | |