Category Archives: Marketing
Why Brands are Becoming Media
Brian Solis is a principal at new media agency FutureWorks, and author of the upcoming book, Engage. You can connect with him on Twitter or Facebook.
One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content.
Indeed, we are programing the social web around our brand hub, which requires a consistent flow of engaging and relevant social objects. Social objects are the catalysts for conversations — online and in real life — and they affect behavior within their respective societies.
They are our tweets, our Flickr photos, YouTube videos, Facebook updates and events, Delicious links, FourSquare check-ins, and blog posts.
But once we introduce a social object, we must be ready to back it up with additional relevant content, and create a publishing calendar programmed specifically for each network on which we maintain a presence.
Brands Become Their Media
There’s a saying in theater: A big part of acting is reacting. This is especially true when we consider how many individuals, brands, and organizations engage on the web today. Instead of seeking inspiration and direction from those around us however, we simply react to activity, which may or may not benefit us in the long run.
The democratization of publishing and the equalization of influence allows us to create and connect with a wider reach. Everything starts with a mission, and is fortified by the content we create.
Among the most valuable resources we procure through dedicated publishing is good will, social capital, and influence. It comes at a price however: The cost of production, distribution, and support. In the end, you get out what you put in. The investment represents time, money, creativity, and passion.
Thus, we not only become our media — through production and engagement, we can become influential.
Productive Social Media Must Be Earned
While establishing a presence is elementary, captivating audiences is artful. In the near future, brands and organizations will create new or augment existing roles for editors and publishers to create timely, relevant, and captivating content on all social media channels. This work is in addition to the other reactive and proactive social media campaigns that are already in progress. A strategic editorial calendar should blend video, audio, imagery, text, updates, and other social objects and networks to reach, inspire, and galvanize communities.
Earned, Paid, and Owned Media
In media, there are several channels that populate and shape perception — earned, paid, and owned media. Each requires a dedicated management system that actively creates, monitors and stimulates strategic movement.
Recently, Sean Corcoran, an analyst at Forrester Research, published a detailed post that describes the differences between earned, paid and owned. He clarifies the roles for brands who undertake the responsibility of embracing new media. Dave Fleet, a thought leader in new media and public relations, also visualized Corcoran’s thoughts through a series of graphics that represent the social media ecosystem.
As Corcoran points out in his recent report:
“Increasingly, interactive marketers are being asked to manage a wide range of paid and unpaid marketing communication —- despite the fact that many marketing departments are still organized around traditional paid marketing channels. All types of online media (whether ‘earned,’ ‘owned,’ or ‘paid’) can play specific roles in meeting marketers’ objectives —- especially when seamlessly working together. To find the right balance between these types of media, marketers should take stock of their resources, listen for the impact of earned media, look for opportunities to shift short-term paid media to the role of catalyst, and begin to build out a solar system of long-term owned media touchpoints.”
In other words, paid, earned and owned media require thoughtful programming and targeted distribution and must be linked to a systematic review of behavior and activity that surrounds each object. And, the analysis of activity and ultimately the end result should play a monumental role in the creation of future publishing and social activation.
Corcoran uses the word “touchpoint,” which by standard definition, refers to any point of contact between a buyer and a seller. Touchpoint is part of the greater opportunity here. But more importantly, these touchpoints require direction and the establishment of a path that offers a complete experience — a beginning, a middle, an end, and a reward.
These experiences are definable by paid, earned, and owned media.

New media necessitates a collaboration between all teams involved in creating and distributing content, including advertising, interactive, communications, brand, and marketing — with an editorial role connecting the dots. We are competing for attention and our success is dependent on our ability to not compete against each other. Producing content and lobbing it over the firewall to an “audience” will only confuse communities. Therefore, we are obligated to build pipelines that carry strategic communications, each with calculated intents, targets and outcomes.
If we examine the differences between earned, owned, and paid, we can visualize necessary programming and dedicated channels for each.
Owned media is essentially that which we control. If we designed the object, we own the content within the object. Most likely, we also own (or lease) the distribution channels that present these objects to our target communities. We do not however, control the impression and perception of our objects. We lose that control at the point of distribution.
For example, in addition to standard web pages, social media presences contribute to our portfolio of owned media including Twitter accounts, Facebook Fan Pages, Blogs, YouTube channels, etc. By creating presences in the communities where our customers, prospects, partners, and influencers congregate and collaborate, we can lay the foundation to contribute “earned” social objects of value.
Social hubs are also gaining prominence in social media plans as brands weigh options for directing traffic. The creation of strategic landing pages can extend the rich, interactive experience within social networks (channels which we partially own) to pages we do own. This shapes the experience in a way that maintains interactivity and targeted options for action. I’m not necessarily recommending the creation of microsites, unless it’s warranted in the overall program. But a bridge that connects the social experience to a valuable destination is important.
Forrester’s Corcoran recommends that brands create a “solar system” of owned media. However, I suggest that brands instead create a focused ecosystem of media that establishes presences where their communities are already active — a brand or organization-specific social media ecosystem. This requires research. In the process, we uncover not only locations that require our engagement, but also how, where, when and to what extent to participate. We just may find that the given locations for social profiles represent only part of the many opportunities rife within the Conversation Prism.

Paid media represents the visibility we purchase, such as display ads, paid search, and sponsorships. When paired with owned and earned media programs, paid media can complement, reinforce, and polish a brand’s voice, directives, mission, and stature. While many argue over the future and fate of advertising, what’s clear is that online paid presences can benefit initiatives where action and experiences are defined and promoted through the click path. Current trends reflect a shift away from branding programs and place emphasis on sparking desired activity, empowering viewers and their social graph to share in the experience all in ways that measure the cost per action.
Earned media is the result of our owned, paid, and participatory media programs and is reflected in the blog posts, tweets, status updates, comments, and ultimately actions of our consumers, peers, and influencers. Earned media is linked to owned media campaigns as well as proactive initiatives that attempt to incite viral and word-of-mouth activity. Garnered visibility is also tied to communications and public relations programs as they continually seek to gain the attention of reporters, bloggers, analysts, and influencers who can drive awareness and behavior.
This isn’t a one way street however. Success is absolutely conditional on the techniques and methodologies that inspire dedicated programs focused on outreach, relations, and hopefully the engendering of productive and mutually beneficial relationships. Crowd-powered visibility also merits an official and devoted listening and response initiative to ensure that each respective community aligns with the mission.
Participatory media is an extension of earned and owned media. It takes the shape of a hosted hub where brand representatives and our communities can interact and collaborate. Good examples of this are Dell’s IdeaStorm and Starbucks’ “My Idea” network, which resemble branded wikis designed to elicit responses and establish community-focused governances. Participatory media equalizes the balance of power, providing a dedicated platform the gives voice to the consumer and a channel for their ideas.
Sponsored media is a new category that fuses owned, paid, and earned media. Sponsored media is championed by companies like Izea, Ad.ly, and Twittad, among others, and is creating a new medium for packaging messages through trusted voices within highly visible and social channels. Sponsored media can take the form of paid tweets, blog posts, appearances, and featured objects on targeted profiles. And, whether you agree or disagree with the idea, the reality is that it works, and seems to benefit all parties involved, from the brand, to the paid affiliates, to their communities. In fact, Forrester’s Josh Bernoff and Sean Corcoran shared their thoughts on why sponsored media is worthy of consideration.
Sponsored objects fuse earned, paid, and owned media, as technically: 1) The messages are owned; 2) The voices are paid, and; 3) With more thoughtful approaches, the responses within targeted communities can inspire a positive wave of earned media.
Disclosure: My company works with Ted Murphy, Founder/CEO of izea.com.
Influence
As media, brands earn prominence and hopefully influence as rewards for contributing meaningful content. On Twitter, brands can earn legions of loyal and responsive followers, who in turn become brand advocates and ambassadors, extending the messages, mission and purpose of the brand to their followers as well. On Facebook, brands can cultivate vibrant and dedicated communities where interaction inspires increased responses — each reverberating across new social graphs. On Ustream and YouTube, we can earn global audiences of viewers who tune in to watch our programming and interact with brand representatives in a live community that spills over other social networks. And of course, our blog is more important than we may realize. Through our posts, we can establish a strong alliance of subscribers who hope to learn new things and participate in the discussion of a brand’s future.
As Tom Foremski points out, we have the ability to earn noteworthy, equal, and in some cases, greater influence than those authorities whom we’ve relied on over the years to help us reach greater audiences and communities. As influence is equalized, our ability to earn presence and relationships is derived from how we program, manage, and participate in all forms of media. And, it is through a balance of media and engagement that we also establish the foundation for affinity. People align with movements they can believe in, and it is the human, intellectual, and financial investment in genuine content that defines experiences, and hopefully one day earns the significance your brand deserves.
More business resources from Mashable:
- The Maturation of Social Media ROI
– The 10 Stages of Social Media Business Integration
– HOW TO: Use Social Media to Connect with Other Entrepreneurs
– HOW TO: Implement a Social Media Business Strategy
– 9 Great Document Collaboration Tools for Teams
– HOW TO: Choose a News Reader for Keeping Tabs on Your Industry
– 5 Advanced Social Media Marketing Strategies for Small Businesses
Images courtesy of iStockphoto, cogal, YanC, Juanmonino
Reviews: Delicious, Facebook, Flickr, Foursquare, Twitter, YouTube, iStockphoto, ustream
Tags: blog, blogging, brand, branding, business, facebook, List, Lists, MARKETING, small business, social media, social media marketing, social networking, twitter, ustream, youtube
7 Ways to Promote Your Offline Event Using Social Media
Susan Payton is the President of Egg Marketing & Public Relations, an internet marketing firm. She blogs at The Marketing Eggspert Blog, and teaches marketing courses at Marketing EggSchool. Follow her on Twitter @eggmarketing.
We all know about Tweetups and online events, but what about events that you didn’t specifically invite the Twitterati to attend? Conferences, meetings and parties are all events that might not have started online, but which can definitely benefit from online promotion and mention.
Leverage your offline event with some smart social media marketing. Here are seven ways you can maximize exposure of your event using online tools.
1. Blog About It
Before, during and after your event, blog about it. Blogging beforehand can alert others about your event and encourage them to learn more or register to attend. Live blogging during your event can create buzz and excitement for those who were unable to attend (and provide them a snippet of what they missed, which will encourage them to look for your next event). Blogging after can provide a recap, as well as info on upcoming events.
SXSW attendee Allen Stern liveblogged several sessions at the 2009 event. His blog posts are little more than notes from the presentation, but they do a good job of relaying the highlights to readers quickly.
2. Post Photos on Flickr

Everyone loves seeing photos of themselves (as long as they’re flattering). By posting photos of your event on Flickr and tagging them with people’s names, you can generate interest in your event from the people who attended and those who follow them on various social media channels.
BlogHer posts photos from its conferences and events both in the header on its website and in its Flickr stream. It invites participants to upload their own photos from the events into the Flickr stream, which encourages interaction.
3. Put it on Facebook

You can also post the photos and tag them on Facebook. The added benefit of doing so on Facebook is that when you tag someone, it appears on their wall. Anyone who is a friend of someone you tagged can see the photo. The idea is that it will lead them to want to learn more about the event (because hey, they want their photo put on Facebook from a cool local event too). Note that you’ll only be able to tag people that you’re connected to.
If your event or company has a Facebook Page, you can include highlights from the event, like quotes from keynotes, activities, awards or even faux pas from speakers.
For even more interaction, visit the profiles of those that attended and leave custom comments: “Hope you got that wine stain out of your blouse. Sorry about that!” “Great comment you made at the keynote presentation!” Etc.
The Wine Conference, an annual event held in Houston, posts updates on the conference to its Facebook Page. Here the event posts logos for its sponsors, photos from events, and blog links about the conference.
4. Post Photos to Twitpic

Twitpic is a great tool that allows you to take a photo with your phone or camera and upload it directly (via a shortened URL) to Twitter. Anyone following you on Twitter will see your tweet and the link to the photo, and can click to view it.
During your event, what better way to show those not in attendance what they’re missing than by taking photos and sending them in real time? Save your hi-resolution photos to be processed later, but upload snapshots from your phone instantly to create a sense of visual livestreaming as the event is underway.
5. Tweet the Event
Don’t overlook the best real-time tool in social media for your event. Sending tweets out to your followers is a great way to keep everyone updated on what’s happening. Whether it’s an awards show where you can share the winners before journalists write about them, or a conference where you can tweet soundbites, Twitter is a great tool for connecting people online and offline to your event.
Make sure your organization or business doesn’t have legal objections to you tweeting from the event. If the event covers trade secrets or other sensitive stuff, you may be entangled in more legal issues than you can shake a stick at if you’re not careful. The NFL banned tweeting from football events this season, for example, and is imposing fines for those that violate the ban.
6. Use Hashtags

The easiest way to track tweets and other mentions of your events on social media platforms is to ask all participants to use a # with a designated keyword or phrase when discussing it.
For example, in 2009, BlogWorld New Media Expo used the hashtag #bwe09 on Twitter to track all mentions of it. Many presentations used this hashtag or one relating to a particular topic as a way to field questions and comments during the presentations. For those unable to attend, following the hashtag was a great way to stay updated on soundbites from the conference.
7. Livestream Your Event

If your event is a conference or educational platform, consider livestreaming it via web video. Using services like Justin.tv or Ustream.tv, you can broadcast your event live over the Internet. This helps expand your audience and interact with them, even if they are not present in person at your event.
Wrapping it Up
Remember that you can get the most out of online promotion if you start long before the event. Map out a strategy that includes what you will do prior to the event, during, and after. Ask employees and attendees to assist you by posting their own take on the event through their blogs, Twitter, Facebook, and Flickr accounts. Make it as easy as possible for anyone to share their content and photos of your event online.
More social media resources from Mashable:
- 5 Levels of Effective Communication in the Social Media Age
– Zen and the Art of Twitter: 4 Tips for Productive Tweeting
– The Tao of Tweeting
– How Social Media Has Changed Us
– 5 Tips for Building Lasting Online Friendships
– 4 Steps for Effective Online Networking
Image courtesy of iStockphoto, sjlocke
Reviews: Facebook, Flickr, Twitpic, Twitter, iStockphoto
Tags: blogging, BLOGS, business, event planning, Events, facebook, flickr, justin.tv, List, Lists, live blogging, livestream, livestreaming, MARKETING, small business, social media, social networks, twitter, ustream
10 Tips For Content Marketing Success
As more companies, marketers and industry professionals flood the web with content, the value of those with a true understanding of content marketing keeps going up. More noise increases the value of signal. If your content marketing defines you as that source of signal, you’ll consistently be found, referenced and chosen ahead of competitors. With 6 in 10 marketers spending more on content marketing in 2010, now, more than ever, is the time to find where content fits within your marketing strategy.
Some statistics from Technorati’s 2009 state of the blogosphere back up the efficacy of content marketing:
- 15% of bloggers say they are paid to give speeches on the topics they blog about
- 71% of all respondents who maintain blogs for a business – their own or one they work for – report that they have increased their visibility within their industries through their blogs
- 56% say that their blog has helped their company establish a positioning as a thought leader within the industry
- 58% say that they are better-known in their industry because of their blog
And as powerful as blogs are – they are just one potential avenue for content marketing. Content marketing includes all marketing formats that involve the creation or sharing of content to engage potential prospects or current consumers. No matter how you’re engaged, continually sharpening your content creation skills is core to being an effective digital marketing or PR professional.
If you’re brand new to the idea of content marketing, the following points by Mike Masnick succinctly describe why it matters:
The captive audience is dead. There is no captive audience online. Everyone surfing the web has billions of choices on what they can be viewing, and they don’t want to be viewing intrusive and annoying ads. They’ll either ignore them, block them or go elsewhere.
Advertising is content. You can’t think of ads as separate things any more. Without a captive audience, there’s no such thing as “advertising” any more. It’s just content. And it needs to be good/interesting/relevant content if you want to get anyone to pay attention to it.
Content is advertising. Might sound like a repeat of the point above, and in some way it is — but it’s highlighting the flip side. Any content is advertising. It’s advertising something.
Hopefully we’ve got your buy-in to the idea of content marketing. TopRank Online Marketing as an agency embraces this for our clients and ourselves, as content marketing lives at the intersection of social media and SEO.
To help readers here, following are 10 tips to help make your content marketing efforts succeed:
1. Ensure all content passes the “So what?” test
A great quote from Chris Garrett sums this up nicely:
A much overlooked aspect though is “So what?”. What should the reader take away? Where is the benefit? Why should we listen to you?
Just churning out content for the sake of going through the process is setting yourself up for failure. Unless you’ve got a model like Demand Media and would benefit from being fast, cheap and profitable as hell, go the other route and refine all ideas to pass the “So what?” test. Especially if you’re in B2B – the goal of content marketing is usually to inspire trust, grow your reputation and influence your market. Throw-away content accomplishes none of these things.
2. Create remarkable content, take chances, stand out
With some 900,000 blog posts published every 24 hours, and more than 20 hours of video uploaded every minute to YouTube as just two examples, how do you expect to stand out with “vanilla” content? If you’re going to play it safe or regurgitate what is being done by others you’ve got almost no chance to succeed unless you already have a large community built you can tap. And even then, as we add layer upon layer of aggregation, sharing and filtering to the web it’s still possible to be ignored. You need to consistently break the mold, be an unmissable resource or in some way stand out to make your content heard.
3. Speed and agility are factors
If your content marketing efforts are agile enough to touch audiences in a timely manner, you’ll be top-of-mind for prospects vs. slow moving competitors who have complex approval processes. Again and again, the web rewards nimble companies far more than those who are restricted or micromanaged.
4. Personality is essential
We connect deepest with content that has a voice and personality behind it. No one enjoys reading the language on a corporate website. It’s cold and impersonal and in reality does not connect with audiences, it merely conveys information. Personality and emotion are lacking in most corporate and business communications, and this has carried over into the content marketing efforts of many. But, infusing these elements within your content marketing strategy can be a powerful way to not just speak to prospects but connect with them.
5. Content should forge connections
Your content marketing can also accomplish another valuable goal: building connections and relationships. This has both social and SEO returns. Connections can help build inbound links, increase shares in social channels and ultimately help your content gain visibility. Incorporation of these connections should be worked into the content artfully and naturally. Readers may not even realize what is happening, but those you are trying to forge connections with will.
6. Worry less about perfection, more about tone
Be less concerned with being perfect and more concerned with being earnest, thoughtful and genuine. Perfection is severely overrated and minor flaws are forgivable, while the wrong tone can be as detrimental as causing online reputation management issues.
7. Make content scan-able (and attractive)
Make no mistake, your prospects are busy. To treat them as if anything else were true is disrespecting their time. By making your content scan-able, you increase the propensity they will not just scan that content, but if the parts that catch their eye during the scan are worthwhile they will go back to read it. Use headlines, bold text, get creative with your formatting, get designers involved – do whatever it takes to make content attractive and scan-able.
8. Draft sticky headlines
Follow basic headline writing tips and work to create headlines that entice potential visitors to your content in the first place. Without strong headlines, your blog post will get skipped over in a cluttered RSS reader or inbox, your white paper or PDF won’t get passed along and you’ll never penetrate social news sites.
9. Consistency and quality
As we’ve noted here before, every company is now in essence a media company. The quality of your content is how prospects will imagine your service or product to be, and the consistency you produce that content is a signal to how dedicated you are. Both are required.
10. Realize promotion can’t help bad content
It’s tempting to try to put a band-aid on bad content with things like advertising or push promotions. But if you have to advertise your content, in a sense you’ve already failed. Content marketing should be an organic process, and by advertising your content you’re admitting failure of creating something worth sharing. Push promotion on the social web is similar to this – you’re ultimately going to have to face the fact that your content isn’t working on its own to naturally connect with people. Now, that’s not to say you can’t help good content travel (this is one of the 16 rules of social media optimization) but by trying to force bad content to spread you’re wasting resources.
As many readers here are engaged in content marketing on a daily basis, we’d love to hear your thoughts. What content marketing tips have you found most helpful?
© Online Marketing Blog, 2010. |
10 Tips For Content Marketing Success |
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Chequeando Información en Clipmarks
Ariel Alejandro Tettamanti y por fin he encontrado el camino que ha de guiar mis pasos, y esta noche me espera el amor en tus labios
Melisa Laura Tessorey yo a vos, con toda mi vida!Ayer a las 21:22
Los usuarios del iPhone se defienden del Droid
Si bien hay uno que otro usuario que no esté muy contento con su iPhone, también es cierto que habemos millones que estamos encantados con nuestros iPhones y el vídeo de arriba es prueba de ello. El vídeo es una respuesta a uno que lanzará hace unas semanas Verizon, en el que promocionaban el Droid, atacando las debilidades del iPhone. Pues bien I Don’t Care (No me importa) que tan bueno sea el Droid.
OS Faceoff: Windows 7 vs. Snow Leopard
Last Thursday, Microsoft attempted to erase all of the bad memories left by Windows Vista wit the launch of perhaps the most anticipated operating system software yet: Windows 7. The new OS promises to be faster, sleeker, and more intuitive than its predecessor.
Microsoft’s computing and OS rival didn’t take the Windows 7 hype sitting down, though. Apple launched a new wave of Get a Mac Ads painting Microsoft’s Windows flagship as an evolution of problems not worth enduring. Now with both sides at war once again, we thought it was appropriate to dedicate this week’s Web Faceoff to the long-standing Microsoft vs. Apple battle.
This week’s competitors are none other than Microsoft Windows 7 and Mac OS X Snow Leopard 10.6. One is the newest edition of the PC OS, while the other is the standard bearer OS for all Apple computers. Which one emerges the victor…well, we’ll let you decide the outcome in the poll below.
Remember: you have until 12:00 PM PT on Friday to cast your ballot. After that, we’ll tally up the votes and declare a victor. And as always, don’t forget to justify your vote in the comments.
Who would win in a fight: Microsoft Windows 7 or Mac OS X Snow Leopard?(survey)
Web Faceoff: Overall Results
Week 1:
- Mozilla Firefox vs. Google Chrome
- WINNER: Firefox, 4600 votes (Chrome: 3310 votes, Tie: 911 votes)
Week 2:
- Tumblr vs. Posterous
- WINNER: Tumblr, 1809 votes (Posterous: 1496 votes, Tie: 256 votes)
Week 3:
- Pandora vs. Last.fm
- WINNER: Last.fm, 1187 votes (Pandora: 1156 votes, Tie: 122 votes)
Week 4:
- Twitter vs. Facebook
- WINNER: Facebook, 2484 votes (Twitter: 2061 votes, Tie: 588 votes)
Week 5:
- WordPress vs. Typepad
- WINNER: WordPress, 2714 (Typepad: 267 votes, Tie: 121 votes)
Reviews: Chrome, Facebook, Firefox, Google Chrome, Mozilla Firefox, Pandora, Posterous, Tumblr, Twitter, TypePad, WordPress
Tags: apple, microsoft, Snow Leopard, web faceoff, Windows 7
Apple Fires Back at Windows 7 in New Ads
Apple’s “I’m a PC” and “I’m a Mac” dynamic ad duo are at it again in three new “Get a Mac” commercials that take direct aim at today’s Windows 7 launch.
In “Broken Promises,” PC Guy flashes back to Windows editions over the years (with fashion or lack thereof to match), each promising not to have “any of the problems my last operating system had.” The ad ends with the line “this time it’s gonna be different. Trust me.” Ouch, Apple!
Check out the aforementioned ad embedded below, and the other two ads over at Apple. The latter pair both feature Windows users eagerly getting ready to make the switch — not to Windows 7, but to a Mac.
What do you think, are the ads effective, or has Apple gone too far with this one?
[Thanks, Erictric]
Top 10 Pitfalls of International SEOOnline Marketing Blog
TopRank is fortunate to have an excellent team of consultants, many of whom contribute here at Online Marketing Blog. It is therefore, a rare occasion that we invite guest posts. The globalization of search and to follow, search marketing, brings a tremendous need for quality information and best practices. Search Engine Optimization for North American English can be a challenge on it’s own, but what about SEO for 5 languages and 12 countries? Or 30?
That’s why I’ve invited Andy Atkins-Krüger, CEO of UK based WebCertain, a specialist agency in multilingual search marketing to provide a list of the most common challenges companies face when embarking on international SEO efforts. Avoiding the big mistakes can save companies time, money and embarrassment.
After more than a decade of working in international SEO, it would be true to say that many of the same issues present themselves time and again. Lee kindly invited me to describe the commonest of these to help marketers take positive avoidance steps, so here they are.
1. Translating keywords is by far the most dangerous trap of all in international SEO rather than the technical hosting issues or the cultural risks – not appreciating that ‘keywords’ cannot be translated is rule number one. If you’re not a linguist, this can be a difficult concept to appreciate but the fact is that ‘keywords’ are convenience words – not really normal words – created by people to help them search and then responded to by search marketers.
So for instance, let’s take ‘car insurance’ by way of example. The correct translation of this into French would be ‘assurance voiture’ where ‘car’ equals ‘voiture’ and ‘assurance’ equals ‘insurance’ which does see a small number of searches. However, most search volume is at ‘assurance auto’ where ‘auto’ is an abbreviated form of ‘automobile’. French searchers and speakers have simply adopted this phrase out of convenience. The translation simply goes to the wrong place. This happens in all languages including English.
The solution to this is in fact, very simple. You simply recreate the keywords in the target language exactly the same way you would do in English. What that means is using a native-speaker of the target language – who is also trained in search marketing – researches them from scratch. That’s why we employ some 45 nationalities within WebCertain!
2. Not giving consideration as to how you’ll manage content when multiple languages are involved is a particular blind spot to many causing some nasty budget surprises. Worse, many organizations (the larger are more guilty) will invest considerable sums of money in producing truly FABULOUS English content – and then hand it over to the localization team with little budget and no thought for its SEO value.
A better strategy is to build your English content with localization or translation in mind. In other words, the copywriter’s brief should be to create the content without in-jokes or cultural references that a translator will simply not be able to translate. And bear in mind that fresh copywriting in each new language will be significantly more expensive than using translation – although a good option is also to mix fresh copywriting on particular local subjects which warrant it and using localization for the rest. The ideal would be to work with an international search marketing company which can localize and optimize at one and the same time.
3. Believing that an associate or, worse the CEO’s nephew, has studied French and therefore would be able to make a good stab at the language is not going to fly. You need someone who learned the language at their mother’s knee ideally growing up in the country in order to have the degree of intuitive understanding that will be required.
4. Taking an agency’s international claims at face value is an understandable mistake. One agency who claims a vast team of people who can work in 40 languages intrigued me so I undertook a detailed credit check. They happened to be based in a country where it’s a requirement to declare the number of employees within accounts and they employed just 3 people – which makes roughly 13 languages each. And if you see organizations which offer more than 40 languages then they’re almost certainly sub-contracting to translators (which you definitely don’t want) because there are only 42 languages including several versions of English which are regularly targeted within international search.
5. Choosing new target countries based on existing analytics is a good idea to support your export initiative, but is not the best way to decide in which languages to roll out your new web site additions. For instance, if you sell Supergizmos to the Dutch on your existing web site then what a good idea to try and expand those sales by checking on what the Dutch are looking for. You may find that they actually search for ‘supergizmos’ in English because that’s how they most easily expect to find them. Perhaps some additional support via paid search targeting the Netherlands would be a good idea. But localizing your web site into Dutch would target the same people who are already buying and may not increase their propensity to buy.
Meanwhile, some keyword research might reveal that the Italians (who fanatically buy supergizmos) are not using your web site at all – so an Italian language web site would incrementally add to your sales in the way that adding Dutch would not. Your analytics are never going to tell you this.
6. Finding excuses to run with a dot com – and not using local domains is very common. It would be true to say that I have made it something of a personal mission to promote the local domains – especially in the US – with some success. A number of proponents of the dot com have changed their minds after looking more seriously at the problem. Local domains are better for SEO because they give the best geographic information to the search engines AND users prefer them AND people you want to link to your site also want to link to local sites.
If the dot com decision is a policy decision and outside your control – fine we can find some workarounds. But take note of that word ‘workaround’ – that’s not what we ideally want right?
7. Not getting local links or hosting is a major handicap for many international sites – these do make a difference – though aren’t quite so critical if you have local domains.
8. Launching new countries e.g. Ireland, without thinking of the impact on the old site has seriously hampered some organizations success. Duplication on international sites remains a major issue – particularly for the world languages such as English, Spanish or French. It is very common to find that a site which has recently fallen in terms of performance in the UK, had just had a duplicate copy of the site provided to Ireland or Australia and because it wasn’t on anyone’s radar – no one realized what the consequences would be. There are many different ways to solve this issue – including sacrificing smaller sites to protect the larger ones (do you really need to rank well or Angola or is Portugal more the target?).
9. Responding to cultural differences is key – but this is only really good marketing. I get a little tired of all the stories about the ‘Pinto’ in Brazil being mixed up with part of the male body. In fact there are a great many famous Brazilians with that name as a surname, so I asked one of my Brazilian colleagues how come and he said “They have a very hard time at school! These make great stories – but the truth about culture is that countries reveal it in what they search for. Good keyword research can be used not just to improve the performance of your site generally but to understand how your potential customers are thinking and which products might be the best ones to target selling to them via that web site.
10. Lack of research is the nub of the problem. Few people have time to undertake really thorough research to most effectively power up their global export or marketing programs. The best trick is to find an effective international search marketing agency as they will have all the tools you need.
Sage advice I’d say. Thank you Andy. You can find more about WebCertain on their web site and more about international SEO at the Multilingual Search Blog.
© Online Marketing Blog, 2009. |
Top 10 Pitfalls of International SEO |
13 comments | http://www.toprankblog.com
The Most Controversial Magazine Covers of All Time
We’ve put together a collection of magazine covers that have stirred up controversy through the years.
These covers can serve as object lessons for what to do and what not to do both with design and editorial.
While some controversial covers have worked and sold more magazines, or won awards for the editors who made the decision to go to press with them, others were embarrassments that the publication had to either apologize for, or fire an editor over.
Here are some of the most controversial magazine covers of all time. Feel free to suggest other covers that you think should be part of this collection.
Time Magazine, January 2, 1939: Hitler as Man of the Year
This cover featured an elaborate illustration of Hitler playing “his hymn of hate in a desecrated cathedral while victims dangle on a St. Catherine’s wheel while the Nazi hierarchy looks on.” Baron Rudolph Charles von Ripper was a Catholic that fled Hitler’s Germany, and the artist of this disturbing piece. By 1938, Hitler had firmly seized power in Germany, taken over Austria and Czechoslovakia, and had been given a free hand in Eastern Europe by the English prime minister of the time, Neville Chamberlain. Time has had to defend this choice throughout history, and at the time defended it by stating that the “Man of the Year” was a title bestowed on the person who had most influenced events of the previous year.

Time Magazine, April 8, 1966: Is God Dead?
This cover has been called the most controversial of all time. The related article concerned the “death of god movement” that had sprung up in the 1960’s. The cover and article enraged readers.

Life, November 26, 1965: War In Vietnam
Paul Schutzers captured this arresting image of a VietCong prisoner being taken prisoner by American forces during the Vietnam War. Photography and news coverage like this helped to turn the American public against the Vietnam war. While Schutzers was one of LIFE’s best photographers, he was killed on assignment during the Six-Day War of 1967 between Israel and its neighbouring states of Egypt, Jordan, and Syria.

Esquire, April 1968: The Passion of Ali
This smart rendition of Muhammad Ali was created to illustrate his martyrdom to his cause after he refused to join the US military due to his religious beliefs and was subsequently stripped of his heavyweight boxing title. The piece was done after the same manner as “The Martyrdom of St. Sebastian”, a popular theme through medieval art but most recognizable in the painting by Andrea Mantegna.

Esquire, May 1969: The Drowning of Andy Warhol
Another triumph of Esquire’s former visionary Art Director, George Lois, this picture combined two separate shots of a soup can and Warhol. In the first ten years of his employment at Esquire, circulation was boosted from 500,000 to 2 million, a figure for which his covers were partially responsible. This shot references Warhol’s famous “soup can” exhibits that symbolized the American avant-garde art movement.

Playboy, October 1971: First Playboy African-American Woman
This cover was the first Playboy cover to feature an African-American woman. The model is Darine Stern and the photographer was Richard Fegley.

National Lampoon, January 1973: If You Don’t Buy This Magazine…
While this cover didn’t do much more than make people laugh when it came out despite its violent overtones, Ronald G. Harris’ famous cover shot definitely raised a few eyebrows in pre-Photoshop days.

The New Yorker, March 29, 1976: Steinberg Map of New York
This portrayal of a New Yorker’s idea of what the rest of the United States looks like was drawn by Saul Steinberg. The artist sued Columbia Pictures over their movie poster for “Moscow on the Hudson”, which does seem to be derived from Steinberg’s cover down to the placement of the title. Steinberg won the case.

Rolling Stone, January 22, 1981: John Lennon and Yoko Ono
Annie Leibovitz took this shot just hours before John Lennon was shot outside of his apartment building, the Dakota, in New York City on December 8, 1980. Leibovitz originally wanted to take the shot of Lennon alone but he insisted that his wife be in the pictures. This cover was named the most popular magazine cover of the past 40 years by the American Society of Magazine Publishers.

Vanity Fair, August 1991: Demi Moore, Pregnant and Nude
This cover was shot by celebrity photographer Annie Leibovitz and was decried as shameful and disgusting when it was released. Some stores sent back the issue, or only sold it with a brown paper covering the “offensive” image. It has spawned countless celebrity nude pregnancy shots done in the same fashion, and helped to launch Demi Moore’s career into the stratosphere.

Vanity Fair, August 1993: K.D. Lang and Cindy Crawford
The cover was meant to be as controversial as the country star’s career. According to the cover story, Lang got more grief from the country music industry over her decision to join PETA than her decision to come out as a lesbian.
Time Magazine, June 27, 1994: OJ Mug Shot Controversy
In 1994, OJ Simpson was accused of murdering his wife, Nicole. In 1995, he was acquitted after a long and highly publicized trial. The photo used on the cover of Time Magazine was manipulated to make OJ look darker in skin tone and more menacing. For comparison, see the Newsweek cover which uses the original shot without any alteration.


The Economist, September 10, 1994: The Camel-Humping Issue
Obvious Black Eyed Peas references aside, this cover drew some fire for the UK-based magazine. The cover was printed for the North American market only.

Time, April 14 1997: Ellen’s Coming-Out Issue
Time’s cover and exclusive story left no doubt in the minds of all Americans that Ellen was, in fact, gay. Even in 1997, coming out could be perilous for a star’s career. While it may now seem like a mere bump in the road due to Ellen’s stunning success, at the time TV outlets in rural America pulled her show.

Wired, June 1997: 101 Ways to Save Apple
When this magazine went to press, Steve Jobs had just rejoined Apple through Apple’s acquisition of his NeXT Software Inc. While the cover was a bit more pessimistic than the story it was meant to illustrate, it remains one of the top magazine covers of all time. We don’t think anyone would try to give Jobs advice today, but back then Mac fans would have done anything they could to help the ailing corporation.

Time, Dec 21, 1998: Devil Horns on Clinton
This was one of several magazine covers that featured Bill Clinton during the Monica Lewinsky scandal. In 1995, Lewinsky was an intern at the White House during Clinton’s presidency, and they had an intimate affair. The scandal broke when Lewinsky confided in a colleague in January of 1998. The scandal eventually resulted in Clinton’s impeachment. The top of the letter “M” in the Time masthead appear to be resting on the top of Clinton’s head as horns. The devil horns were written off by Time as an accident of masthead placement rather than a deliberate act.

Esquire Magazine, December 2000: The Crotch Shot
This shot of Clinton was said to be inspired by the Lincoln Memorial, but was interpreted as an obvious reference to the Monica Lewinsky scandal. Like the Obama couple satire in the New Yorker seen further down, this cover drew fire from both sides of the political fence.

The New Yorker, Sept. 24, 2001: Twin Towers in Silhouette
This cover was a graphical as well as an editorial success. The magazine succeeded in creating a fitting and classic memorial to the victims of the tragedy and the buildings themselves in true upscale New Yorker fashion. Covers editor Franoise Mouly created a testament to the Twin Towers that drew on the inspiration of Ad Reinhardt’s black-on-black paintings.

Entertainment Weekly, May 2 2003: Dixie Chicks
The Dixie Chicks set off a firestorm when they criticized then-president George W. Bush for invading Iraq on the grounds that Iraq was manufacturing weapons of mass destruction. The Dixie Chicks used their weapons of mass distraction on this provocative cover.

Seventeen, May 2003: Sarah Michelle Gellar’s Zombie Arm
This horrendously manipulated stock photo of Sarah Michelle Gellar made the mag send an expensive purse by way of apology. Gellar returned the purse since she didn’t wear leather. While the practice of using stock photos for covers is common, flagrant abuse of Photoshop is something that the art department and editor usually catch before print time.

Rolling Stone, January 2006: The Passion of Kanye West
Rolling Stone tipped a thorny hat to Esquire’s portrayal of Ali with this 2006 cover. It isn’t known if the cover was meant to be a joke about the singer’s ego, but most people found it very funny. Religious fans of the magazine didn’t find it as hilarious, and the odd cover story that went with it in which the singer admits to a porn addiction just made the whole thing awkward. The tone of the cover feels current in light of the singer’s recent mike-grabbing moment at the 2009 VMA’s.

Baby Talk, August 2006
While this image seems benign to most people who have been involved with a baby in one fashion or another, the cover was decried as obscene. Even though moms made up the target demographic, a survey of 4000 of them turned up the fact that 25% had a negative response. One mother actually shredded the magazine so that her 13-year old son couldn’t see it. Not that he likely noticed; he was probably on the computer downloading porn watching tips from Kanye.

Texas Monthly, January 2007: Dick Cheney Cover Issue
Building on the famous 1973 Lampoon cover, Texas Monthly took a jab at the Vice-President’s hunting accident where he shot a colleague in the face. This cover won the 2007 Best Cover Line of the Year Award from the Magazine Publishers of America. 
Time, August 29, 2007: Devil Horns on Billy Graham
The blogosphere was rife with rumours about this cover. This was probably not intentional. Time Magazine has claimed that all of its “Devil Horn” covers through the ages are mere coincidences. For a defense of the Time Magazine position, this blog post has a list of Time Magazine covers that have devil horns but no potential hidden meaning. Accident of their masthead design, or subtle editorial statement? You decide…

Golfweek, January 19, 2008: The Noose that Hung an Editor
This cover was born out of the comments of a golf anchorman, Kelly Tlighman, that fellow players should “lynch (Tiger Woods) in a back alley” and the subsequent feature story that was published in that edition of Golfweek. PGA Tour director Tim Finchem had this to say about it: “Clearly, what Kelly said was inappropriate and unfortunate, and she obviously regrets her choice of words, but we consider Golfweek’s imagery of a swinging noose on its cover to be outrageous and irresponsible”. A day after the cover was published, the editor was let go.

People Magazine, March 2008: Brangelina Twins
This cover and photo shoot sacrificed People’s editorial soul for a first shot at the Brangelina twins. Instead of their usual journalistic even-handed approach, they seemingly acquiesced to the couple’s need for nothing but positive coverage in order to get a scoop on the rest of the world with the first baby pictures. While People magazine denied these charges as “categorically false”, the coverage was nevertheless very rosy-cheeked in tone.

Vogue, April 2008: King Kong Cover
This cover of model Gisele Bundchen and sports star Lebron James was considered to be a racist portrayal of “King Kong”. Images that portray black males as threatening “reinforce the criminalization of black men,” said Damion Thomas, assistant professor in the Department of Kinesiology at University of Maryland. The cover was supposed to showcase two stars with excellent bodies, in keeping with the “Shape” theme of the issue.

The New Yorker, July 21, 2008: The Obama Couple Satire
This cover by famous New Yorker cartoonist Barry Blitt was heavily criticized by both the McCain and Obama camps during the 2008 US election. While the piece was meant to be a satire of allegations lobbed at the couple by their detractors, its inopportune appearance during a campaign didn’t have Obama’s supporters laughing as hard as the magazine intended.

OK Magazine, June 2009: Michael Jackson Death Photo
Fans were upset over the magazine’s decision to publish this photo. Sarah Ivens, editorial director, said that the cover decision was made since they wanted to stand out from all of the tribute covers that were dominating the stands that week. Jackson died on June 25, 2009 after being given a cocktail of drugs by his physician.

Compiled and written by Angela West.










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