Search Engine Strategies 2009 Chicago Archives

This wraps up the sixth time we have covered SES Chicago in our history of covering conferences. The show was really jammed packed of useful content and fun presentations. I would like to thank the folks at SES for having us, our readers, our sponsors and the volunteer bloggers. Live blogging is a hard job, so a huge thank you to Brian Ussery aka Beussery, Marty Weintraub from aimClear, and Chris Boggs of Rosetta.

Here is our coverage of the past few days:

SES Chicago '09 Day One Coverage:

• Jeff Jarvis, Author of What Would Google Do? from SES Chicago '09
• Mixed Media SERPs from SES Chicago '09
• Search Analytics from SES Chicago '09
• Search Industry Today from SES Chicago '09
• How to Turn Your Web Analytics Into a Money-Making Machine from SES Chicago '09
• Search: Where to Next? from SES Chicago '09
• Meaningful SEO Metrics: Going Beyond the Numbers from SES Chicago '09
• SEO Through Blogs & Feeds from SES Chicago '09
• Search and the Integrated Marketing Mix from SES Chicago '09
• Customer Insights via Search Engine Tools from SES Chicago '09
• Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter? from SES Chicago '09

SES Chicago '09 Day Two Coverage:

• Developments in Information Retrieval on the Web from SES Chicago '09
• Social Media Checklist from SES Chicago '09
• Real Time SEO: No More Yesterday's News from SES Chicago '09
• Landing Page Optimization: The 7 Deadly Sins from SES Chicago '09
• Igniting Viral Campaigns from SES Chicago '09
• How to Speak Geek: Working Collaboratively With Your IT Department to Achieve Business Goals from SES Chicago '09
• Turning Simple Change into Big Profit from SES Chicago '09
• Cool Mobile Apps, Augmented Reality - It's a Brave New World from SES Chicago '09

SES Chicago '09 Day Three Coverage:

• Keynote: Dan Siroker Obama Transition Team & CarrotSticks from SES Chicago '09
• PPC or SEO? The Ultimate Search Marketing Battle from SES Chicago '09
• Facebook Rockstars RoundTable: Marketing For the Other Internet from SES Chicago '09

Day three was pretty weak, I apologize, just really bad weather in Chicago and we all wanted to make sure to get home.

Thanks again and I hope you enjoyed our coverage.

Below is live coverage of the Facebook Rockstars RoundTable: Marketing For the Other Internet from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Brian Ussery - Beu Blog & Barry Schwartz of RustyBrick.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Below is live coverage of the PPC or SEO? The Ultimate Search Marketing Battle from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Chris Boggs of Rosetta & Barry Schwartz of RustyBrick.

Below is live coverage of the Keynote: Dan Siroker Obama Transition Team & CarrotSticks from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Barry Schwartz of RustyBrick.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Below is live coverage of the Cool Mobile Apps, Augmented Reality - It's a Brave New World from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Barry Schwartz of RustyBrick.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Cool Mobile Apps, Augmented Reality - It's a Brave New World

(12/08/2009)

  

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4:03	Barry Schwartz:  We start here in about 10 minutes. Tuesday December 8, 2009 4:03 Barry Schwartz

4:03

Barry Schwartz:  Cool Mobile Apps, Augmented Reality - It's a Brave New World! User migration to a mobile environment is driven not only by information and communications requirements, but also a host of applications that are useful, quirky, or just plain fun. App developers and experts explain how these apps hook users, demonstrate their rapid growth trajectory, and explore what might be in store for the future. Moderator: Mike Grehan, SES Advisory Board Co-Chair & VP, Global Content Director, Incisive Media Speakers: Cindy Krum, Chief Executive Officer, Rank-Mobile, LLC Bryson Meunier, Associate Director of SEO, Resolution Media Colleen Curtis, Midwest Regional Director, Yelp Barg Upender, Founder, CEO, Mobomo Mark Dixon, VP, Product Management, NearbyNow Tuesday December 8, 2009 4:03 Barry Schwartz

4:09	Barry Schwartz:  5 minutes to start time... Tuesday December 8, 2009 4:09 Barry Schwartz

4:14	Barry Schwartz:  About to start.... Tuesday December 8, 2009 4:14 Barry Schwartz

4:16	Barry Schwartz:  Some small "technical difficulties" Tuesday December 8, 2009 4:16 Barry Schwartz

4:19	Barry Schwartz:  Panelists introduce themselves... Tuesday December 8, 2009 4:19 Barry Schwartz

4:20	Barry Schwartz:  Here is a picture of Cindy but others aren't uploading. Tuesday December 8, 2009 4:20 Barry Schwartz

4:21	[Comment From GuestGuest: ]  Elephant in room is Google Goggles and "visual search" How do they think what Google demo'd will affect search on mobile devices? Tuesday December 8, 2009 4:21 Guest

4:21	Tuesday December 8, 2009 4:21

4:21	Barry Schwartz:  She posts a slide of the definition of Augmented Reality from Wikipedia, see http://en.wikipedia.org/wiki/Augmented_reality Tuesday December 8, 2009 4:21 Barry Schwartz

4:22	Barry Schwartz:  Understanding Applications - Mobile apps existed before - They fundamentally change the way we think about our phones - Apps don't market themselves - App Store is just a search engine - Applications rank in normal Google results Tuesday December 8, 2009 4:22 Barry Schwartz

4:23	Barry Schwartz:  Understanding Augmented Realty: - It is based on tagging or meta data using GPS location data, keyword tagging and info search - It frequently facilities a search for info - Content needs to be locally tagged corrected. Tuesday December 8, 2009 4:23 Barry Schwartz

4:24	Barry Schwartz:  Possibilities with AR: - More interactive experience - Closed the loop between on and offline - Potential Winners include local shops, social networks, travel, real estate, malls, restauratns Tuesday December 8, 2009 4:24 Barry Schwartz

4:24	Barry Schwartz:  Now many here will show us their AR apps Tuesday December 8, 2009 4:24 Barry Schwartz

4:25	Barry Schwartz:  Mark Dixon, VP, Product Management, NearbyNow is up first. Tuesday December 8, 2009 4:25 Barry Schwartz

4:25	Barry Schwartz:  His app is not AR but he will try to incorporate it as he goes Tuesday December 8, 2009 4:25 Barry Schwartz

4:26	Barry Schwartz:  They produce a turnkey solution for iPhone Shopping - Easy ability to public local products - Killer feature is local product search Tuesday December 8, 2009 4:26 Barry Schwartz

4:27	Barry Schwartz:  Major brands are adopting this he said. Tuesday December 8, 2009 4:27 Barry Schwartz

4:27	Barry Schwartz:  The app is useful, fun and informative. The app has to solve the user's problem. It is fun to use. And provides timely information. Tuesday December 8, 2009 4:27 Barry Schwartz

4:29	Barry Schwartz:  He shows a screen shot of a "find it near me" button near a "find it online" button. Users actually click the Find Near Me button 17 times more than buy online... Tuesday December 8, 2009 4:29 Barry Schwartz

4:30	Barry Schwartz:  Fun because it has multimedia content like videos, it helps increase user engagement and takes advantage of iPhones capabilities Tuesday December 8, 2009 4:30 Barry Schwartz

4:30	Barry Schwartz:  Fun because it has multimedia content like videos, it helps increase user engagement and takes advantage of iPhones capabilities In GQ app, they provide fashion advice in all forms. Next up... Tuesday December 8, 2009 4:30 Barry Schwartz

4:31	Barry Schwartz:  Colleen Curtis, Midwest Regional Director, Yelp. Tuesday December 8, 2009 4:31 Barry Schwartz

4:31	Barry Schwartz:  Yelp has 8 million reviews, the business categories, 31% res, 23% shopping, mostly in USA. Tuesday December 8, 2009 4:31 Barry Schwartz

4:32	Barry Schwartz:  in August 2006, they had a mobile site and m.yelp.com, then launched iPhone app in July 2007 and then this year launched augmented reality to their app. Tuesday December 8, 2009 4:32 Barry Schwartz

4:33	Barry Schwartz:  Just point your phone at where you want to go, it overlays on the camera view data of restaurants and reviews, etc. Tuesday December 8, 2009 4:33 Barry Schwartz

4:33	Barry Schwartz:  AR is in iPhone and Android, not on Blackberry Tuesday December 8, 2009 4:33 Barry Schwartz

4:34	Barry Schwartz:  Barg Upender, Founder, CEO, Mobomo is next up. Tuesday December 8, 2009 4:34 Barry Schwartz

4:34	Barry Schwartz:  Yes, presentations going quick here... Tuesday December 8, 2009 4:34 Barry Schwartz

4:36	Barry Schwartz:  Cindy just asked the audience if anyone is doing AR or planning on it... I raised my hand, the iPhone "Kosher" app rustybrick.com/iphone/kosher And Apartments.com also raised their hands. Tuesday December 8, 2009 4:36 Barry Schwartz

4:36	Barry Schwartz:  Now Barg is up.... Tuesday December 8, 2009 4:36 Barry Schwartz

4:38	Barry Schwartz:  The use case of his app is that you are at a conference and you can see who in your address book, who is at your conference. But since we are in a basement, it doesn't work here. They also have Traffic Tweet, which crowdsources traffic. Tuesday December 8, 2009 4:38 Barry Schwartz

4:39	Barry Schwartz:  They try to combine multiple complex services into a single app Tuesday December 8, 2009 4:39 Barry Schwartz

4:41	Barry Schwartz:  Q: What is your favorite AR App? A: One person said Yelp, Delayer, but you can also use the concept of AR as gaming, stuff is coming... Tuesday December 8, 2009 4:41 Barry Schwartz

4:41	Barry Schwartz:  Bryson Meunier, Associate Director of SEO, Resolution Media is up to talk about SEO for this stuff. Tuesday December 8, 2009 4:41 Barry Schwartz

4:42	Barry Schwartz:  App Store Optimization is like SEO 1995... This is based on an article for Search Engine Land in April, he said. Here is that article, http://searchengineland.com/how-to-seo-for-apples-app-store-18063 Tuesday December 8, 2009 4:42 Barry Schwartz

4:42	Barry Schwartz:  There are over 100,000 apps so far, so it is crowded, so how do you compete? Tuesday December 8, 2009 4:42 Barry Schwartz

4:43	Barry Schwartz:  You can increase your app awareness via search Tuesday December 8, 2009 4:43 Barry Schwartz

4:44	Barry Schwartz:  Get App Approved: - Visit AppRejections.com for examples of apps that did not get accepted into Apple App Store. Tuesday December 8, 2009 4:44 Barry Schwartz

4:44	Barry Schwartz:  Read App Store Guidelines Tuesday December 8, 2009 4:44 Barry Schwartz

4:44	Barry Schwartz:  Apple just removed over a 1,000 apps for someone who gamed the store, so they can pull you. Tuesday December 8, 2009 4:44 Barry Schwartz

4:45	Barry Schwartz:  Apple said, "improper use of keywords is the fourth most common reason for app rejection" Tuesday December 8, 2009 4:45 Barry Schwartz

4:47	Barry Schwartz:  Use keywords in the app name or developer name Tuesday December 8, 2009 4:47 Barry Schwartz

4:47	Barry Schwartz:  Ranking algorithm for app store is primitive. Things that work in web search don't work in app store. Keywords is limited to 255 characters. Tuesday December 8, 2009 4:47 Barry Schwartz

4:47	Barry Schwartz:  Follow the Leader: - They have lists, top grossing apps, top free apps, etc. Tuesday December 8, 2009 4:47 Barry Schwartz

4:47	Barry Schwartz:  Integrate Facebook and Twitter into your apps, so you can include those keywords in your app description. Tuesday December 8, 2009 4:47 Barry Schwartz

4:48	Barry Schwartz:  Offer a lite or a free version of your app, to get users hooked. Tuesday December 8, 2009 4:48 Barry Schwartz

4:48	Barry Schwartz:  Use keywords in the title or developer name Tuesday December 8, 2009 4:48 Barry Schwartz

4:48	Barry Schwartz:  "free" and "lite" are popular keywords also Tuesday December 8, 2009 4:48 Barry Schwartz

4:49	Barry Schwartz:  Encourage users to write reviews - Use appirator app script to encourage loyal users to review app - Trade apps for reviews at sites like Fuel My App Reviews do influence ranking Tuesday December 8, 2009 4:49 Barry Schwartz

4:50	Barry Schwartz:  Promote the app on your mobile or desktop site Tuesday December 8, 2009 4:50 Barry Schwartz

4:50	Barry Schwartz:  Increase downloads of your app with AdMob App Exchange (free way of promoting your app). Google just bought them. Tuesday December 8, 2009 4:50 Barry Schwartz

4:51	Barry Schwartz:  Alert Relevant Communities - Directories such as mjelly.com/apps or apple.com/webapps/ - Blogs such as appleiphonesschool.com - Review sites such as iphoneapplicationlist.com Etc. Tuesday December 8, 2009 4:51 Barry Schwartz

4:52	Barry Schwartz:  Google Analytics now supports mobile application analytics (fyi, so does pinch media and others). Tuesday December 8, 2009 4:52 Barry Schwartz

4:52	Barry Schwartz:  Flurry also and others. Tuesday December 8, 2009 4:52 Barry Schwartz

4:55	Barry Schwartz:  That is all! Tuesday December 8, 2009 4:55 Barry Schwartz

4:56	Barry Schwartz:  12 Ways to Improve your iPhone App Rankings : http://blog.mjelly.com/2009/10/iphone-appstore-seo.html Tuesday December 8, 2009 4:56 Barry Schwartz

4:58	Barry Schwartz:  Q&A Time. I am burned out for live blogging all day. Good night all, more sessions tomorrow! Tuesday December 8, 2009 4:58 Barry Schwartz

4:58

 

 

Below is live coverage of the Turning Simple Change into Big Profit from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Brian Ussery - Beu Blog.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Turning Simple Change into Big Profit

(12/08/2009)

  

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4:25

Brian Ussery (@beussery):  Turning Simple Change into Big Profit If you're a small concern, you are likely leaving business on the table due to easily corrected mistakes in your online marketing plan. Whether it's making your organic and paid search ads more tempting to searchers or correcting the simple mistakes that keep visitors from converting once they reach your site, this panel will provide you with a slew of simple changes that can dramatically increase both your traffic and your conversions. This panel will also share free tips and tools on cheap and easy campaign testing. * Moderator: Jennifer Evans Laycock, Editor-In-Chief, Search Engine Guide * Speakers: Matt Bailey is instructing a one-hour Express Site Clinic entitled "Small Changes, Big Results" on Tuesday at 10:30am. Click to find out more! Matthew Bailey, SES Advisory Board & President, Site Logic Marketing Bill Hunt, President, Back Azimuth Consulting Kayden Kelly, CEO, Blast Advanced Media Make sure you understand the buying cycle. Ask: Why are folks leaving your site? What are folks looking for? Tuesday December 8, 2009 4:25 Brian Ussery (@beussery)

4:25	Brian Ussery (@beussery):  segment your analytics data Tuesday December 8, 2009 4:25 Brian Ussery (@beussery)

4:30	Brian Ussery (@beussery):  Usability tests can be cheap and eye opening. Tuesday December 8, 2009 4:30 Brian Ussery (@beussery)

4:34	Brian Ussery (@beussery):  Observe users for barriers in site. start small, observe improvement and continue Tuesday December 8, 2009 4:34 Brian Ussery (@beussery)

4:38	Brian Ussery (@beussery):  optimizer tips - keep it simple - conversion within 1 click - test pages with most potential impact - it's just an experiment - be patient bit.ly/top50sessj Tuesday December 8, 2009 4:38 Brian Ussery (@beussery)

4:40	Brian Ussery (@beussery):  Thank Kayden Tuesday December 8, 2009 4:40 Brian Ussery (@beussery)

4:40	Brian Ussery (@beussery):  Up next Bill Hunt Tuesday December 8, 2009 4:40 Brian Ussery (@beussery)

4:41	Brian Ussery (@beussery):  Turning simple changes into big profit Tuesday December 8, 2009 4:41 Brian Ussery (@beussery)

4:45	Brian Ussery (@beussery):  Paid Search Ads When was the last time you checked you paid search ads? illustration s60 Tuesday December 8, 2009 4:45 Brian Ussery (@beussery)

4:49	Brian Ussery (@beussery):  When using content network be sure ads are associated with actual content.... Check translations, lots of mistakes in word for word translation. Tuesday December 8, 2009 4:49 Brian Ussery (@beussery)

4:53	Brian Ussery (@beussery):  Visit your homepage using iphone. [Austin Taxi] doesn't provide phone number on mobile which prevents calls.... Number in meta or ppc not image. Integrate Paid and Organic: Leverage Paid with organic Tuesday December 8, 2009 4:53 Brian Ussery (@beussery)

4:56	Brian Ussery (@beussery):  finally find a niche and create content about something you know. Tuesday December 8, 2009 4:56 Brian Ussery (@beussery)

4:59	Brian Ussery (@beussery):  79% of users scan a page. 16% read word for word. Tuesday December 8, 2009 4:59 Brian Ussery (@beussery)

5:04	Brian Ussery (@beussery):  Matt suggests links within content in blue. This makes content scans easy... Now make content easier to understand. Content scans aren't "reading" Make things big and readable Tuesday December 8, 2009 5:04 Brian Ussery (@beussery)

5:06	Brian Ussery (@beussery):  biggest problem being low contrast. This issue causes visitors to miss the objectives of your site. Tuesday December 8, 2009 5:06 Brian Ussery (@beussery)

5:06	Brian Ussery (@beussery):  Avoid red, it's dangerous online. Tuesday December 8, 2009 5:06 Brian Ussery (@beussery)

5:13	Brian Ussery (@beussery):  Thanks Matt! Tuesday December 8, 2009 5:13 Brian Ussery (@beussery)

5:13

 

 

Below is live coverage of the How to Speak Geek: Working Collaboratively With Your IT Department to Achieve Business Goals from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Chris Boggs of Rosetta.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

How to Speak Geek: Working Collaboratively With Your IT Department to Achieve Business Goa

(12/08/2009)

  

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4:19	Chris Boggs:  Bill Hartzer from Vizion Interactive is up first Tuesday December 8, 2009 4:19 Chris Boggs

4:19	Chris Boggs:  will talk about how they do seo audits and relay the infomration to IT departments Tuesday December 8, 2009 4:19 Chris Boggs

4:21

Chris Boggs:  it comes down to the "wants, needs and goals" of the IT team and the same for the marketing team what does IT want? site uptime, secure website, less traffic more traffic on the site equals more headaches for IT from hackers, search engines spiders Tuesday December 8, 2009 4:21 Chris Boggs

4:21	Chris Boggs:  what dos IT need? They need specifics, and they like recognition as well ITs goal is an easier job Tuesday December 8, 2009 4:21 Chris Boggs

4:22	Chris Boggs:  Marketign wants: more traffic and better rankings marketing needs secure fast loading site, and site uptime 24/7 marketing goals are more sales or other conversions Tuesday December 8, 2009 4:22 Chris Boggs

4:23	Chris Boggs:  how do we marry IT and marketing teams? focus less on the wants and more on the needs and goals IT needs very specific directions/recommendations IT needs recognition and thanks - send them a pizza Tuesday December 8, 2009 4:23 Chris Boggs

4:24	Chris Boggs:  IT Specifics can be found via their seo audit of the site. they loook at site logs, review robots.txt, they use a tool calkled Optispider that they like Tuesday December 8, 2009 4:24 Chris Boggs

4:25	Chris Boggs:  talks about the full seo audit that they perform, and many of the things you would expect them to check from an SEO technical perspective Tuesday December 8, 2009 4:25 Chris Boggs

4:26	Chris Boggs:  they like to request a list of domains owned by the company, in order to be able to provide a more full review Tuesday December 8, 2009 4:26 Chris Boggs

4:27	Chris Boggs:  log files are important - don't just use Google analytics. log files show data that other analytics don't show. he listed a free tool that he likes at analog.cx Tuesday December 8, 2009 4:27 Chris Boggs

4:28	Chris Boggs:  talks about the importance of reviewing 404 errors to understand missed traffic. redirects are also checked, to ensure proper destination and format Tuesday December 8, 2009 4:28 Chris Boggs

4:29	Chris Boggs:  tell the IT team in simpe words that the robots.txt is for stopping indexing, and will help site security. he goes on to provide other specific best practices related to robots.txt Tuesday December 8, 2009 4:29 Chris Boggs

4:34

Chris Boggs:  he then goes into dealing wiht recurring issues, and recommends settng up Google Alerts. It helps to better understand what it is that IT actually does. try to gain an understanding of the programming languages used, be satisfied with baby steps, and make sure to befriend your IT colleagues - again, lunch or pizza can be a good thing Tuesday December 8, 2009 4:34 Chris Boggs

4:35	Chris Boggs:  one of the "sneaky" things that he does is to show CEOs and managers how to set up Google Alerts, and then they can see directly when he does something from an seo perspective that they got mentioned. Tuesday December 8, 2009 4:35 Chris Boggs

4:36	Chris Boggs:  next up is Bob Tripathi from Discover Financial Services Tuesday December 8, 2009 4:36 Chris Boggs

4:37	Chris Boggs:  he works with IT daily and has the opportunity to work with a number of lines of business Tuesday December 8, 2009 4:37 Chris Boggs

4:40

Chris Boggs:  he felt originally that he was very different from IT people. he came to learn that in fact there were many similarities Just like the marketing team, the IT teams are trying to build a functional role inside the company; they need buy in from c-level; they measure and improve roi on every project; and they know how to ask for more resources why cant there be a culture based on these comonalities, he felt. Tuesday December 8, 2009 4:40 Chris Boggs

4:41	Chris Boggs:  IT is more inward/enterpsie-facing. remeber that if something goes wrong with the site, they are always first in the line of fire Tuesday December 8, 2009 4:41 Chris Boggs

4:43

Chris Boggs:  hwo do you break down barriers? Forrester suggests using the TEAM appraoch. Transparency; Embedded groups; Alignments, and Management buy-in. trasnparency deals with keeping communication open. embedded means working together as a single team; alignment is a common cause that eBusiness and IT can focus on, and management buy-in is improitant across the organization Tuesday December 8, 2009 4:43 Chris Boggs

4:47

Chris Boggs:  site hygiene is not second nature to the IT team. marketers have to help the IT team understand how site issues can be bad user experience and be more important than what they may think he goes through an example of how URL rewriting can actually help make their jobs easier in the long run - look for good reasons to do stuff, and show them why you want to fix things domain migration issues are common. he talks about 302 redirects being the usual first choice for redirects - you have to explain to them how to do it properly - moving the content to the new domain on a piece-by-piece basis, and then use 301 redirects Tuesday December 8, 2009 4:47 Chris Boggs

4:52

Chris Boggs:  nothing moves if you do not have a business value attached to it most companie shave their own top KPI/financial metric. make sure ot build this into your business case. use data to show the value, and empower the IT team to develop solutions make sure you decode your "geeky seo language." dont say PageRank is diluted" instead say "page strength." dont use extremely "Googly" words like domain canonicalization or link juice. dont say site saturation, but number of pages in the search engines database Tuesday December 8, 2009 4:52 Chris Boggs

4:52	Chris Boggs:  takeaways: educate IT team about SEO, attach business value, and the rest he covered. Tuesday December 8, 2009 4:52 Chris Boggs

4:53	Chris Boggs:  next speaker is Jonathan Mendez from Ramp Tuesday December 8, 2009 4:53 Chris Boggs

4:55

Chris Boggs:  he has a list of things to consider: 1. find a champion. this applies anywhere within a matrixed organization, but especially important for IT. they need to be able to jump hurdles in their internal team to get your work done. it helps if they personally like you, and has some level of senirority and leadership within IT team Tuesday December 8, 2009 4:55 Chris Boggs

4:57

Chris Boggs:  2. align your goals. IT always has a big queue of thigns stacked up. make sure that everyone understands thsat the goal of the business is to make money - marketers drive traffic and IT needs to make sure evrything works. IT has to be aligned with buisness goals of org Tuesday December 8, 2009 4:57 Chris Boggs

4:57	Chris Boggs:  3. make it easy to be succesful. give them the information they need as they need it in order to be succesful Tuesday December 8, 2009 4:57 Chris Boggs

4:58	Chris Boggs:  4. include them in everything. if you are having a strategy meeting about landing pages, and they are going to make the updates, they should be there to understand why its happening. it cannot exist in a vacuum Tuesday December 8, 2009 4:58 Chris Boggs

4:59	Chris Boggs:  5. have one voice. a person that is going to talk to the champion. they dont want a number of people communicating Tuesday December 8, 2009 4:59 Chris Boggs

4:59	Chris Boggs:  6. be their bullshit filter. a lot of "crap" gets thrown their way - help filter/block this toi insulate the IT folks from getting angry. Tuesday December 8, 2009 4:59 Chris Boggs

5:00	Chris Boggs:  7. make sure evryone knows how important they are. include everyone if possible in quarterly results meetings etc "IT team was really responsible for helping us get this done" Tuesday December 8, 2009 5:00 Chris Boggs

5:01	Chris Boggs:  8. marketing manages the trade-offs. as mentioned by others, there is a long list of stuff to do. it behooves the business if marketing manages the trade-offs, since they are most tied to the success metrics. Tuesday December 8, 2009 5:01 Chris Boggs

5:02	Chris Boggs:  9. set roadmaps and deadlines. helpful for everyone but especially IT. understand their release schedules, and lay out a spreadhseet with marketing roadmap for the upcoming period. Tuesday December 8, 2009 5:02 Chris Boggs

5:04	Chris Boggs:  10. share the glory. push for some of the IT people to get a bonus, for example. you can at least share the glory if not sharing the money Tuesday December 8, 2009 5:04 Chris Boggs

5:05	Chris Boggs:  last up is Brian Cosgrove from TPG Direct and writer for searchmarketinggurus.com. i used to work with Brian at Razorfish and he is a very sharp guy. Tuesday December 8, 2009 5:05 Chris Boggs

5:07

Chris Boggs:  he first talks about Change Requests. usually, there is a ticketing system or other method to manage the queue of work eventually there starts to be pushback. the IT guys isnt lazy p- jsut doesnt care as much about marketing goals marketers then get angry about time it takes to get changes doen. the IT team has good reasons, often, since they did not know what was coming. a lot of the time the IT teams are not measured on marketing in performance reviews. Tuesday December 8, 2009 5:07 Chris Boggs

5:09

Chris Boggs:  Marketers love Google but ina different way than IT team uses it he talks about the project requirements sometimes needed when you try to "retrofit" SEO. guys in IT onyl understand requirements. you have to convice them that SEO is not magic, and that there is true value in the work they are doing Tuesday December 8, 2009 5:09 Chris Boggs

5:10	Chris Boggs:  make sure to provide detailed recommendations, and provide a purpose of the document overview. alos list out things that the document is not meant to provide Tuesday December 8, 2009 5:10 Chris Boggs

5:12

Chris Boggs:  Markup is made for documents, and not as much for pages. the IT teams sometimes use software that adds markups within modules. this doesnt work with what Google is trying to do which can been seen as library science. they are confusing the issue with the markups. one thing to keep in mind is having version control. Brian also touches on the posibility that a Release Cycle could be happening. Tuesday December 8, 2009 5:12 Chris Boggs

5:15

Chris Boggs:  be patient and start to build a new project around SEO if needed, and create your own release schedule. remind the IT teams that SEO is not magic. Brian suggests setting up regular meeting as a way to start the relationship make sure that priorities are understood. Brian likes to bring IT guys into "Web Standards." this is not usually taught to computer science majors, rather mostly to design/front end people. helping them understand how web standards fit in and their importance Tuesday December 8, 2009 5:15 Chris Boggs

5:16	Chris Boggs:  once you get to the end of each meeting, try to finish up with a set plan. one goal should be to develop easier ways to make future changes. Tuesday December 8, 2009 5:16 Chris Boggs

5:20

Chris Boggs:  try to find ways to automate things he also recommends sharing success and credit. Lastly, Brian provides a quick list of topics to cover with IT, in his order of importance: 1. Spiders, robots 2. URLs as a collection of web documents 3. proper use of markups and web standards 4. relevancy: the need for explicit vs implied phrasing 5. authority and popularity 6. site architechture and the relationship between documents Tuesday December 8, 2009 5:20 Chris Boggs

5:28

 

 

Below is live coverage of the Igniting Viral Campaigns from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Barry Schwartz of RustyBrick.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Igniting Viral Campaigns

(12/08/2009)

  

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2:26	Barry Schwartz:  About to begin here... Tuesday December 8, 2009 2:26 Barry Schwartz

2:26

Barry Schwartz:  Igniting Viral Campaigns In a world dominated by behemoths like YouTube, how do mid-sized and smaller companies break through to generate online destinations that create buzz, encourage word of mouth and establish relationships with potential buyers? This session unveils the secrets of Web 2.0 techniques and technologies that enable companies to stand out and be talked about. Moderator: Tessa Wegert, Interactive Media Strategist, Enlighten Speakers: Greg Finn, Director of Internet Marketing, 10e20 Denise Chudy, Display and YouTube Sales Leader, Google Jennifer Evans Laycock, Editor-In-Chief, Search Engine Guide Tuesday December 8, 2009 2:26 Barry Schwartz

2:28	Barry Schwartz:  FYI, my internet is up and down... I'll keep taking notes. Tuesday December 8, 2009 2:28 Barry Schwartz

2:29	Barry Schwartz:  Should be starting shortly... Tuesday December 8, 2009 2:29 Barry Schwartz

2:33	Barry Schwartz:  Here we go... Tuesday December 8, 2009 2:33 Barry Schwartz

2:35	Barry Schwartz:  First up Greg Finn, Director of Internet Marketing, 10e20 Tuesday December 8, 2009 2:35 Barry Schwartz

2:35	Barry Schwartz:  Mike Ditka, "Before you can win, you have to believe you are worthy." (Chicago Bears Coach) Tuesday December 8, 2009 2:35 Barry Schwartz

2:36	Barry Schwartz:  Ways to identify viral content Humor Educational Resources Comprehensive Lists Breaking Stories Infographics Tuesday December 8, 2009 2:36 Barry Schwartz

2:38	Barry Schwartz:  What To Do: Proper formatting of your content Easy to consume in a glance Make content very visual Talk to the people Tuesday December 8, 2009 2:38 Barry Schwartz

2:38	[Comment From @erezson@erezson: ]  I wonder if they will talk about competitive markets such as Porn, Gambling etc...after all the viral idea is to get links and branding Tuesday December 8, 2009 2:38 @erezson

2:38	Barry Schwartz:  Mediums: Utilize popular destinations such as FunnyorDie, Break, EBaum Wollds, YouTube, Flickr, etc. Tuesday December 8, 2009 2:38 Barry Schwartz

2:39	Barry Schwartz:  Social News: They are the largest sources for "igniting" your campaigns Be as non-corporate as possible Make sure you are part of the community before submitting and participating. Tuesday December 8, 2009 2:39 Barry Schwartz

2:41

Barry Schwartz:  Big Three: Digg is not all about video games or gadgets. They got good health categories, fitness, etc. StumpleUpon is good for ALL your viral content, use proper niches and categories and tag properly Reddit use subreddits for best relevancy. Tuesday December 8, 2009 2:41 Barry Schwartz

2:42	Barry Schwartz:  Niche Social Sites include: Tip'd, Caps, Deals.woot, He lists tons of social niche sites, tons Tuesday December 8, 2009 2:42 Barry Schwartz

2:43	Barry Schwartz:  Make sure you are helping the community, not just helping yourself. Tuesday December 8, 2009 2:43 Barry Schwartz

2:43	Barry Schwartz:  Facebook, a lot of the time you don't want to send people to your wall. Make new pages and tabs. Tuesday December 8, 2009 2:43 Barry Schwartz

2:44	Barry Schwartz:  or apps. Tuesday December 8, 2009 2:44 Barry Schwartz

2:44	Barry Schwartz:  Also with Facebook, if you are doing a contest, make sure you have approval and make sure the content is easy to share. Tuesday December 8, 2009 2:44 Barry Schwartz

2:45	Barry Schwartz:  Use Facebook ads and also utilize Facebook events. Tuesday December 8, 2009 2:45 Barry Schwartz

2:45	Barry Schwartz:  Twitter: Make it easy to tweet your content Allow for easy RTs Promote during peak hours Tuesday December 8, 2009 2:45 Barry Schwartz

2:46	Barry Schwartz:  It is more than just Twitter and Facebook, use blogger outreach and forums (the original social media). Tuesday December 8, 2009 2:46 Barry Schwartz

2:47	Barry Schwartz:  Execution: Use a staggering approach for optimum visibility, provide alternate ways to share and cross promote. Tuesday December 8, 2009 2:47 Barry Schwartz

2:48	Barry Schwartz:  LEveraging viral mentions to continue momentum, just don't give up. Tuesday December 8, 2009 2:48 Barry Schwartz

2:51	Barry Schwartz:  Next up... Tuesday December 8, 2009 2:51 Barry Schwartz

2:51	Barry Schwartz:  Jennifer Evans Laycock, Editor-In-Chief, Search Engine Guide Tuesday December 8, 2009 2:51 Barry Schwartz

2:51	Barry Schwartz:  Jennifer is a Social MEdia Strategiest Tuesday December 8, 2009 2:51 Barry Schwartz

2:52	Barry Schwartz:  Lots of companies do not know what to do with the traffic they get from their viral campaigns. Tuesday December 8, 2009 2:52 Barry Schwartz

2:52	Barry Schwartz:  Viral Goals include: Build the Brand Drive Traffic or Links Drive Sales Tuesday December 8, 2009 2:52 Barry Schwartz

2:54	Barry Schwartz:  She talks about the book, Convergence Marketing. She talks about the Rosen Velocity Scale. Campaign about building brand or driving sales. V1 is emotion to v10 is the SHAM WOW Tuesday December 8, 2009 2:54 Barry Schwartz

2:54	Barry Schwartz:  Brand side is heavily tied to emotion. Sale side is more on the SHAM Wow side. Tuesday December 8, 2009 2:54 Barry Schwartz

2:55	Barry Schwartz:  She mentiones the Extreme Brand with this Dove Emotion campaign Tuesday December 8, 2009 2:55 Barry Schwartz

2:55	Tuesday December 8, 2009 2:55

2:56	Barry Schwartz:  Medium Brand + Offer Campaign from Office Max, Back to School for Pennies Tuesday December 8, 2009 2:56 Barry Schwartz

2:56	Tuesday December 8, 2009 2:56

2:57	Barry Schwartz:  Brand + Emotion + Sales = Innocent (The Big Knit) Sainsbury's Tuesday December 8, 2009 2:57 Barry Schwartz

2:57	Barry Schwartz:  See http://www.ageconcern.org.uk/AgeConcern/B66C32B686014647972E5B10CED14732.asp Tuesday December 8, 2009 2:57 Barry Schwartz

2:58	Barry Schwartz:  Uniqueness + Sales Message = Blendtec See http://www.blendtec.com/ Tuesday December 8, 2009 2:58 Barry Schwartz

2:59	Barry Schwartz:  Buy Now = ShoeBuy.com When you finish the check out process at ShoeBuy, they give you a way to give $10 off coupon to friends via email, Facebook, Twitter, MySpace, Blogger, WordPress, etc. Tuesday December 8, 2009 2:59 Barry Schwartz

3:00	Barry Schwartz:  viral is as simple as enabling the share of your message Tuesday December 8, 2009 3:00 Barry Schwartz

3:01	Barry Schwartz:  Build The Brand = Slow Sales The Breakeven point for brand dollars spent takes a longer time... Tuesday December 8, 2009 3:01 Barry Schwartz

3:01	Barry Schwartz:  Build the Sales = Slow Brand These breakeven is quicker with this. So sometimes she recommends this route if you need immediate dollars. Tuesday December 8, 2009 3:01 Barry Schwartz

3:04	[Comment From @erezson@erezson: ]  bonus code and coupon is old fashion, it brings bonus seekers Tuesday December 8, 2009 3:04 @erezson

3:04	Barry Schwartz:  She shows more examples of the scale and how it works. Tuesday December 8, 2009 3:04 Barry Schwartz

3:06	Barry Schwartz:  Denise Chudy, Display and YouTube Sales Leader, Google is now up. Tuesday December 8, 2009 3:06 Barry Schwartz

3:08	Barry Schwartz:  She shows some examples of brand videos and viral videos. She will talk about creating videos on a viral level. 20 hours of video uploaded to YOuTube every minute. Tuesday December 8, 2009 3:08 Barry Schwartz

3:09	Barry Schwartz:  Make them findable Use offline to seed discovery Leverage existing networks you have Leverage recognizable people Use advertising to get people there. Tuesday December 8, 2009 3:09 Barry Schwartz

3:11	Barry Schwartz:  Make them finable but making your titles, description and so on good. Tuesday December 8, 2009 3:11 Barry Schwartz

3:12	Barry Schwartz:  She goes through each example, will pull out highlights, if any... Tuesday December 8, 2009 3:12 Barry Schwartz

3:15	jhoodbiz:  SES Chicago. Igniting Viral Campaigns session. Get good videos discovered. 1. Make them findable 2. Use offline to seed 3. Leverage networks Tuesday December 8, 2009 3:15 jhoodbiz

3:19	Barry Schwartz:  She now shows off the youtube.com/videotargeting product Tuesday December 8, 2009 3:19 Barry Schwartz

3:20	Barry Schwartz:  She is done, sorry for lack of coverage on her presentation. Tuesday December 8, 2009 3:20 Barry Schwartz

3:21	Barry Schwartz:  Q&A Time, I'll leave this open for a bit and chime in with Qs that I like. Tuesday December 8, 2009 3:21 Barry Schwartz

3:24	Barry Schwartz:  Li Evans just tried to stump the YouTube speaker Tuesday December 8, 2009 3:24 Barry Schwartz

3:29

Barry Schwartz:  This session is over soon. Next up: How to Speak Geek: Working Collaboratively With Your IT Department to Achieve Business Goals covered by Chris Boggs Turning Simple Change into Big Profit covered by Brian Ussery Cool Mobile Apps, Augmented Reality - It's a Brave New World! covered by Barry Schwartz Tuesday December 8, 2009 3:29 Barry Schwartz

3:31

 

 

Below is live coverage of the Landing Page Optimization: The 7 Deadly Sins from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Brian Ussery - Beu Blog.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Below is live coverage of the Real Time SEO: No More Yesterday's News from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Barry Schwartz of RustyBrick & Marty Weintraub from aimClear.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Real Time SEO: No More Yesterday's News

(12/08/2009)

  

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1:02	Barry Schwartz:  Starting any minute, internet is pretty bad here... Hope it stays live. Tuesday December 8, 2009 1:02 Barry Schwartz

1:03

Barry Schwartz:  Real Time SEO: No More Yesterday's News This session will focus on specific aspects of SEO for large media companies. The panelists will discuss the tools that media companies use to help them rank well for breaking news keywords as well as to capitalize on social media opportunities that exist within news content to help media companies to do well on sites such as: Digg, Facebook, Twitter, Reddit, etc. You'll learn about the future of video SEO and how structured data will play an important role in the future of video SEO for media companies. Lastly, the session will show you how to be successful in executing on large projects related to SEO within a media company. Moderator: Tim Ruder, Chief Revenue Officer, PerfectMarket Speakers: Brent Payne, SEO Director, Tribune Topher Kohan, SEO Manager, CNN Rochelle Sanchirico, Senior Director of Acquisition Marketing, Washington Post Digital Muhammed Saleem, Director of Social Media Strategy , ChicagoNow Tuesday December 8, 2009 1:03 Barry Schwartz

1:08	Barry Schwartz:  Tiger Woods was more popular than 'sex' or 'porn' he said, using Google Trends. Tribune takes time to try to focus on those opportunities and leverage it. Tuesday December 8, 2009 1:08 Barry Schwartz

1:09

Barry Schwartz:  Triune received over 1.5 million visits in a single day for Tiger Woods queries. They saw traffic from Google, Goolge News, and Bing was in there also. They use Google Hot Trends on a daily basis. It is an indication of hourly trends. And they use this daily to figure out trending stories. Tuesday December 8, 2009 1:09 Barry Schwartz

1:09	Barry Schwartz:  He showed how he made a mistake about not writing about Penile Fracture. So he lost some traffic because he thought Tribune would not write about it. They then decided to write about it, but it was a bit too late. Tuesday December 8, 2009 1:09 Barry Schwartz

1:09	Barry Schwartz:  Internet slow, sorry for lag... Tuesday December 8, 2009 1:09 Barry Schwartz

1:09	Barry Schwartz:  If you look at the results for Tiger Woods a couple days ago, you would have seen in Google. News results, then after that, you saw kinda static web results, with boring info. Tuesday December 8, 2009 1:09 Barry Schwartz

1:16

Barry Schwartz:  Towards the bottom of the first page you had some organic news results, which was related. At the Tribune they would redirect old stories on Tiger to the lead story for a temporary amount of time. Stories that have a longer shelf life don't stay long. Google News does recrawl stories, but there are tons of stories Google News needs to get to. It is kind of funny, because old stories with updates to those pages, don't rank well. The funny part (this is my comment) is that Google prefer to have a single updated real time story, as opposed to repetitive updated URLs. Recommendations for News: - Follow Google Trends - Change your URLS during breaking news - Change headline, subheadline, story text - If you need to cite other sources, do so sparingly - Have other site sin Google News link to you - Continually redirect old versions of a story to the new version - Only do so after new story is included in Google News - Find old stories related He then shows Google's new real time search feature launched yesterday. See http://www.seroundtable.com/archives/021311.html That is all. Tuesday December 8, 2009 1:16 Barry Schwartz

1:19

Barry Schwartz:  CNN guy now up, Topher Kohan. Google is adding support to Yahoo SearchMonkey and RFDa and Facebook share Yahoo SearchMonkey: - A way to customize the way your results show up in Yahoo Search. - Google wants you to do it a little different He did this and they saw a 35% increase in indexed videos in Google Video. 22% increase in videos showing up for targeted keywords. Tuesday December 8, 2009 1:19 Barry Schwartz

1:20	Barry Schwartz:  The code size was incredibly big, so they had to cut it down and they keep cutting. Tuesday December 8, 2009 1:20 Barry Schwartz

1:21	Barry Schwartz:  Facebook Share: - Allows users to share video on Facebook - Allows better tracking of video content on Facebook Tuesday December 8, 2009 1:21 Barry Schwartz

1:21

Barry Schwartz:  They added this to test sites and added to subset of videos on CNN.com. They saw 12% increase in index in universal Google results. 47% increase in vie being shares and viewed on Facebook (this is an estimate). Traffic from Facebook increased by 32%. Tuesday December 8, 2009 1:21 Barry Schwartz

1:22	[Comment From David BrownDavid Brown: ]  Way to revolutionize the way we get our info Barry! WIN! Tuesday December 8, 2009 1:22 David Brown

1:22	Barry Schwartz:  Microformats: Google and Yahoo worked on an open source set of standard microformats markup to use the videos and interactive content. It will change the way we do SEO in the next 12 months, he said. Tuesday December 8, 2009 1:22 Barry Schwartz

1:23	Barry Schwartz:  Just watch out for code bloat, he said. Tuesday December 8, 2009 1:23 Barry Schwartz

1:23	Barry Schwartz:  This does not help the search engines find your content, you still need good site architecture and sitemaps. It tells them more about what the content is, what it is about, what category it goes to, etc. Tuesday December 8, 2009 1:23 Barry Schwartz

1:24	Barry Schwartz:  Rochelle Sanchirico, Senior Director of Acquisition Marketing, Washington Post Digital is now up. Tuesday December 8, 2009 1:24 Barry Schwartz

1:25	Barry Schwartz:  She does all the online marketing for Washington Post Tuesday December 8, 2009 1:25 Barry Schwartz

1:26

Barry Schwartz:  Working the "SEO Program" within the organization. She found most people don't understand SEO and are intimidated by it. Then there are those who have a little bit of knowledge and think they are experts. Then there are strong partners, advocates and evangelists - who are hard to find. Tuesday December 8, 2009 1:26 Barry Schwartz

1:28

Barry Schwartz:  Who are ideal partners? - Access, people who have regular and unrestricted access to site content and code. Such as senior developers, content owners and senior web editors. - Accountability - people who have something to gain or lose, such as traffic owners or brand managers. - Enforcers - those who can get things done such as CTO/CIO and General Manager and Publishers - Reinforcements - people who are just plain interested, such as site analytics and tech geeks. Tuesday December 8, 2009 1:28 Barry Schwartz

1:30	Barry Schwartz:  Aligning the Goals: It's important to have shared goals. Identify those metrics and report on them. Create weekly, monthly, quarterly and annual goals. Tuesday December 8, 2009 1:30 Barry Schwartz

1:30	[Comment From @steveplunkett@steveplunkett: ]  wheee type Barry type... Tuesday December 8, 2009 1:30 @steveplunkett

1:30	Barry Schwartz:  Creating Accountability: Visuals can work wonders and think about a "burn down chart" or other device that already resonates with your co-workers. Tuesday December 8, 2009 1:30 Barry Schwartz

1:31	Barry Schwartz:  Get these goals tied into their salary, bonus and promotions. Tuesday December 8, 2009 1:31 Barry Schwartz

1:33

Barry Schwartz:  Find Evangelists: People who can spread the "SEO gospel." You don't need the stakeholders, but they need regular content with people on core team. Should be provided with key talking points. Don't underestimate the power of branding. Should have access to most training materials. Should have regular updates on progress to goals and how they can help to move those forward. Ideal to have at least one evangelists per department. Tuesday December 8, 2009 1:33 Barry Schwartz

1:34	Barry Schwartz:  Rally the Masses also. Motivate 5 or 10 people is different then educating and exciting a newsroom of hundreds. You can train and motivate in several ways: - Large sessions - Small sessions - Sit down with people as they work Tuesday December 8, 2009 1:34 Barry Schwartz

1:34	Barry Schwartz:  Every employee has multiple responsibilities, so stay on top of them. Update them daily. Tuesday December 8, 2009 1:34 Barry Schwartz

1:35	Barry Schwartz:  That is all for Rochelle! Tuesday December 8, 2009 1:35 Barry Schwartz

1:35	Barry Schwartz:  Next up Muhammed Saleem, Director of Social Media Strategy, ChicagoNow. Tuesday December 8, 2009 1:35 Barry Schwartz

1:36	Barry Schwartz:  Use social media for massive exposure and linkbuilding... Tuesday December 8, 2009 1:36 Barry Schwartz

1:37	Barry Schwartz:  There are short and long term strategies... Tuesday December 8, 2009 1:37 Barry Schwartz

1:38

Barry Schwartz:  Mainstream media presence on social media news sites are very well represented, such as telegraph.co.uk, bbc, yahoo news, nytimes, and so on. But while these news sites have a presence on these social news sites, they are not really utilizing them well - cause they are not targeted well. Tuesday December 8, 2009 1:38 Barry Schwartz

1:39	Barry Schwartz:  Top 50 sites on Dig control 40% of the content. 50% of that content comes from 25 mainstream sites. Tuesday December 8, 2009 1:39 Barry Schwartz

1:39	Barry Schwartz:  Now he is going to break down how to do this... Tuesday December 8, 2009 1:39 Barry Schwartz

1:40	Barry Schwartz:  1st look at the category distribution of the popular stories. What is top content categories on Digg frontpage. "Offbeat" is number one, then world news, then technlogy, entertainment, science and so on. Tuesday December 8, 2009 1:40 Barry Schwartz

1:41	Barry Schwartz:  Then look at the competition within each category and the "promotional thershold" in each category. In most cases, the highest volume categories are most competitive. But science has a lower threshold compared to volume. Tuesday December 8, 2009 1:41 Barry Schwartz

1:42	Barry Schwartz:  Average link acquisitoon by category. So technology and world and business are leading in that category. You want the links, so go for those two categories. Tuesday December 8, 2009 1:42 Barry Schwartz

1:42	Barry Schwartz:  Lifestyle category for link acquisiton does poor in link building, but within lifestyle, travel does well, so maybe break down to the sub categories, because some might stand out. Tuesday December 8, 2009 1:42 Barry Schwartz

1:43	Barry Schwartz:  Also look at link acquisitions by day of the week: Monday's do well, but Thursday does better than Tuesday and Wednesday. In terms of link builds. Tuesday December 8, 2009 1:43 Barry Schwartz

1:43	Barry Schwartz:  So how do you create content that will get promoted and get you links? Tuesday December 8, 2009 1:43 Barry Schwartz

1:44	Barry Schwartz:  Average link acquisiton by keyword in title and description. Words that work include: Pics iPhone Top 10 Etc Tuesday December 8, 2009 1:44 Barry Schwartz

1:44	Barry Schwartz:  Compare that to the same keyword listed on the landing page. Don't be deceptive with your titles. Tuesday December 8, 2009 1:44 Barry Schwartz

1:45	Barry Schwartz:  Viral News Titles: Lists do well Adjectives (Superlatives, sensationalism) Figures, Numbers (stats, facts) Rich Media (pics, infographics, videos, interactive) Tuesday December 8, 2009 1:45 Barry Schwartz

1:47	imoneyguy:  RT @logik_direct: Good word of mouth is the best marketing money can’t buy. -Muhammad Saleem Tuesday December 8, 2009 1:47 imoneyguy

1:48

Barry Schwartz:  It is about the community on the site... Look at who are the most popular members on the site in the past 30 days. Total posts, total diggs, total comments. Look at what sites, content, categories these members like. Then check out their profile. Tuesday December 8, 2009 1:48 Barry Schwartz

1:49	Barry Schwartz:  It shows success rate and then you can also see their other profiles and how to contact them. Then contact them and ask them to submit your content. Tuesday December 8, 2009 1:49 Barry Schwartz

1:50	Barry Schwartz:  Top 10 are responsible for 10% of all promotions Top 25% responsible for 21% Tuesday December 8, 2009 1:50 Barry Schwartz

1:50	Barry Schwartz:  That is all for him, Q&A Time. Tuesday December 8, 2009 1:50 Barry Schwartz

1:51	Barry Schwartz:  Next up at http://www.SERoundtable.com at 2:30pm (central time): Igniting Viral Campaigns covered by Barry Schwartz Tuesday December 8, 2009 1:51 Barry Schwartz

1:54

 

 

Below is live coverage of the Social Media Checklist from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Barry Schwartz of RustyBrick.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Social Media Checklist

(12/08/2009)

  

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10:23

Barry Schwartz:  Starting in about 7 minutes... Tuesday December 8, 2009 10:23 Barry Schwartz

10:24

Barry Schwartz:  Social Media Checklist Before you build or expand your company's social media profile, do you really know what you are getting into? Setting up a Twitter account or Facebook profile or uploading a YouTube video is the easy part. What's next? This panel will examine practical issues you should consider when developing your brand's social strategy. Moderator: Anna Maria Virzi, Executive Editor, ClickZ Speakers: Sean Carton, Chief Strategy Officer, idfive Jeanniey Mullen, Chief Marketing Officer, Zinio Heidi Cohen, President, Riverside Marketing Strategies Brian Boland, Manager, Performance Solutions, Facebook Tuesday December 8, 2009 10:24 Barry Schwartz

10:28

andybeal:  Free Lego at the iCrossing #ses booth! Wait til I introduce him to the stormtrooper gang! ;-) Tuesday December 8, 2009 10:28 andybeal

10:29

Barry Schwartz:  Starting in a few minutes... Tuesday December 8, 2009 10:29 Barry Schwartz

10:30

angkubicek:  i heart the live blogging from #ses although it makes me wish i was there Tuesday December 8, 2009 10:30 angkubicek

10:32

Barry Schwartz:  Here we go... Tuesday December 8, 2009 10:32 Barry Schwartz

10:33

Barry Schwartz:  Anna Maria Virzi is moderating this panel. Tuesday December 8, 2009 10:33 Barry Schwartz

10:35

Barry Schwartz:  What is Social Media? We know it is more than Twitter... Tuesday December 8, 2009 10:35 Barry Schwartz

10:36

Barry Schwartz:  Brian from Facebook said, "A fundamental shift in the way that people use the Internet." It changes over time, but the fundamental point is that it is interactive. Tuesday December 8, 2009 10:36 Barry Schwartz

10:37

Barry Schwartz:  Mod doesn't know how to use PowerPoint Tuesday December 8, 2009 10:37 Barry Schwartz

10:37

Barry Schwartz:  Sean said social media is technology that helps facilitate conversation. Tuesday December 8, 2009 10:37 Barry Schwartz

10:39

Barry Schwartz:  Heidi Cohen has many definitions... Involves different levels of engagement, not just the people who put the content out there. Ecomoasses wide variety of content formats, such as text, video, images, pdfs, audio, etc Everyone is now connected in networks Speed of content and movement of that content is faster Conversation can happen in real time or old content rising up again It can be on desktop, handheld, etc It melds offline and online Tuesday December 8, 2009 10:39 Barry Schwartz

10:40

Barry Schwartz:  Jeanniey said she hates going last.. Anything that is watercooler-worthy. Conversation has a chance of becoming succesfful in social media. Tuesday December 8, 2009 10:40 Barry Schwartz

10:40

Barry Schwartz:  Mod apologized for PowerPoint slide handling... Tuesday December 8, 2009 10:40 Barry Schwartz

10:43

Barry Schwartz:  8 Points Social Media Marketing Checklist What is your overall marketing strategy What are your marketing or business goals for your social media marketing? What forms of social media wil you use and why? How will you measure your social media marketing? What metrics are appropriate for your campaign and what do they tell you? How will you gather the info? What will you do with the data? Are you currently listening to what is being said about your firm, brands and products? What types of supporting marketing will you use to promote and extend the reach of your program? What dedicated resources will you allocate to your social media programs, both financial and headcount? Choose the right outlets Tuesday December 8, 2009 10:43 Barry Schwartz

10:43

Barry Schwartz:  You don't need to jump in, first figure out your goals... Tuesday December 8, 2009 10:43 Barry Schwartz

10:45

Barry Schwartz:  Measuring these goals within social media is important... Tuesday December 8, 2009 10:45 Barry Schwartz

10:46

Barry Schwartz:  See the feedback on your brands, see what people are saying about you and your products. Tuesday December 8, 2009 10:46 Barry Schwartz

10:47

Barry Schwartz:  Your social media campaign does not exist in the vacuum, you can't just post and pray it will come, you need to give it care and push it. Think about how do you integrate this. Tuesday December 8, 2009 10:47 Barry Schwartz

10:49

jhoodbiz:  SES Chicago Social Media Checklist session. Decide what forms of social media will you use and why you will use them. Tuesday December 8, 2009 10:49 jhoodbiz

10:49

Barry Schwartz:  You need dedicated people to manage this, and if you don't - it won't happen. Tuesday December 8, 2009 10:49 Barry Schwartz

10:50

Barry Schwartz:  If you do not have dedication from people and money, it won't happen... Tuesday December 8, 2009 10:50 Barry Schwartz

10:50

Barry Schwartz:  Not using names, cause I can't see who is saying what.... Sorry. Tuesday December 8, 2009 10:50 Barry Schwartz

10:52

Barry Schwartz:  Brian said, "be relevant." If it is a Facebook update, Tweet or even an ad - it is about understanding how you are relevant in that context (conversation). Tuesday December 8, 2009 10:52 Barry Schwartz

10:53

Barry Schwartz:  Understand the many ways you can engage with social media. These are from distribution points, similar to SEO, with Facebook pages, Twitter accounts, and blogs to paid ads or youtube ads, facebook ads. Tuesday December 8, 2009 10:53 Barry Schwartz

10:53

Barry Schwartz:  Can you buy this? Brian said, yes you can. Tuesday December 8, 2009 10:53 Barry Schwartz

10:53

Barry Schwartz:  You can use Facebook ads to drive response. Tuesday December 8, 2009 10:53 Barry Schwartz

10:53

Barry Schwartz:  When ads have social context, you engage with them more, Brian said. Tuesday December 8, 2009 10:53 Barry Schwartz

10:55

Barry Schwartz:  If you are trying to drive fans or get followers, it is important for you to define the value of each fan, each follower, each impression, each post and retweet. etc. We are good at measuring this on search, but now it is time for social media. Tuesday December 8, 2009 10:55 Barry Schwartz

10:55

Barry Schwartz:  Because it is a conversation, you need to figure out how to continue that conversation. Tuesday December 8, 2009 10:55 Barry Schwartz

10:56

purpletrout:  You can use Facebook ads to drive response. #SocialMedia #SES Tuesday December 8, 2009 10:56 purpletrout

10:56

Barry Schwartz:  Sean starts off by saying "Don't panic! This isn't new." Tuesday December 8, 2009 10:56 Barry Schwartz

10:57

Barry Schwartz:  We get too hung up on the specific technology, instead of what you want to use it for. Tuesday December 8, 2009 10:57 Barry Schwartz

10:59

Barry Schwartz:  Someone just told her how to use the arrow keys to change slides. She said, "she is a Mac person." But the arrow key works on a Mac also. Still not working, there it goes. Tuesday December 8, 2009 10:59 Barry Schwartz

11:00

Barry Schwartz:  The computer seems very lagged.... Tuesday December 8, 2009 11:00 Barry Schwartz

11:00

Barry Schwartz:  Sean then explains about 'dont be reckless.' Have a systimatic way at going into this. You need a strategy. Tuesday December 8, 2009 11:00 Barry Schwartz

11:00

Barry Schwartz:  Sean adds, ask yourself, why social media, espesially when you have a limited budget. Tuesday December 8, 2009 11:00 Barry Schwartz

11:02

Barry Schwartz:  You cannot participate in this stuff unless you are willing to let go a bit. Allowing comments in blog posts, Facebook people can comment on your pages, etc. Tuesday December 8, 2009 11:02 Barry Schwartz

11:03

purpletrout:  Don’t be reckless (with social media)...you need a strategy - Sean Carton #socialmedia #SES Tuesday December 8, 2009 11:03 purpletrout

11:04

Barry Schwartz:  Heidi is now up explaining that you need to look inside your organization for this. Tuesday December 8, 2009 11:04 Barry Schwartz

11:04

Barry Schwartz:  When you go to social media, your audience is broadens to lots of new people outside of your customers, including gov't, competitors and others. Tuesday December 8, 2009 11:04 Barry Schwartz

11:05

Barry Schwartz:  Fresh content is required and you need to be there continouly for this content, interact.... She said. Tuesday December 8, 2009 11:05 Barry Schwartz

11:06

Barry Schwartz:  You need to give people a reason to come back. Tuesday December 8, 2009 11:06 Barry Schwartz

11:07

Barry Schwartz:  Make sure to set parameters for your employees. YOu need internal policies to tell what people can or cannot say, how they should be identifying themselves and so on. Tuesday December 8, 2009 11:07 Barry Schwartz

11:07

Barry Schwartz:  Jeanniey is next up... Tuesday December 8, 2009 11:07 Barry Schwartz

11:08

Barry Schwartz:  There will be new tools and much more going on with this in the future. No social media best practices are written for these new tools. Tuesday December 8, 2009 11:08 Barry Schwartz

11:09

Barry Schwartz:  She said, "apps are the new web." The average consumer has 6 web-enabled devices with access to 2 at any given time. Tuesday December 8, 2009 11:09 Barry Schwartz

11:09

AnnaMariaVirzi:  #ses @empg: apps are the new web; the average consumer has 6 web enabled devices w/ access to 2 at any time Tuesday December 8, 2009 11:09 AnnaMariaVirzi

11:10

jhoodbiz:  SES Chicago Social Media Checklist session. New tools - Apps are the new web. Acknowledge that the Web is no longer tied to a laptop. Tuesday December 8, 2009 11:10 jhoodbiz

11:10

MissDeFacto:  I disagree. U don’t give up control of your brand by doing social media. The outside has always shaped your brand identity. #ses #seschi Tuesday December 8, 2009 11:10 MissDeFacto

11:10

Barry Schwartz:  FYI, these are tweets from people in the audience now... Tuesday December 8, 2009 11:10 Barry Schwartz

11:11

Do you have a dedicated person to manage your social media? Yes - Employee  ( 0% ) Yes, Myself  ( 100% ) No  ( 0% ) Not yet, but I will  ( 0% ) Tuesday December 8, 2009 11:11

11:12

Barry Schwartz:  Measure the effectiveness: Use tools that will help integrated and measure the effectiveness of digital channels, including email, SMS, etc on a single platform. Tuesday December 8, 2009 11:12 Barry Schwartz

11:13

Barry Schwartz:  Empower Consumers: Enable customers to choose what messages they receive and in what channels Tuesday December 8, 2009 11:13 Barry Schwartz

11:15

Barry Schwartz:  She ends with "Yesterday's Gone", if you are following a best practice that dates back to 2008 or earlier, toss it away, it is now wrong... Things have changed. Tuesday December 8, 2009 11:15 Barry Schwartz

11:16

Have Social Media Best Practices Changed from now to 2008? Yes, it Changed  ( 0% ) No, it is the Same  ( 100% ) Tuesday December 8, 2009 11:16

11:17

JuliaRosien:  At the end of the day, how do you get and sustain engagement on social media. Is it always about buzz or does it go deeper #seschi Tuesday December 8, 2009 11:17 JuliaRosien

11:18

Barry Schwartz:  They are now arguing about this point: " MissDeFacto: I disagree. U don’t give up control of your brand by doing social media. The outside has always shaped your brand identity. #ses #seschi" Tuesday December 8, 2009 11:18 Barry Schwartz

11:22

Barry Schwartz:  Q&A Time btw... Session over in 20 mins.. Tuesday December 8, 2009 11:22 Barry Schwartz

11:23

Barry Schwartz:  Next up at http://www.SERoundtable.com/ at 1pm (central) include: Real Time SEO: No More Yesterday's News covered by Barry Schwartz & Marty Weintraub Landing Page Optimization: The 7 Deadly Sins covered by Brian Ussery Tuesday December 8, 2009 11:23 Barry Schwartz

11:25

 

 

Below is live coverage of the Developments in Information Retrieval on the Web from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Brian Ussery - Beu Blog & Marty Weintraub from aimClear.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Developments in Information Retrieval on the Web

(12/08/2009)

  

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10:36

Brian Ussery (@beussery):  Good morning from SES Chicago! Developments in Information Retrieval on the Web Hyperlinked web documents are being described by Internet researchers as the "tip of the iceberg." In this session we will cover the important concepts that are pushing semantic technology such as linked data and RDFa (rich snippets) and will give practical examples as they relate to recent applications. This session will demonstrate how Internet researchers are changing the WWW in a fundamental and powerful way. With Google announcing its support of RDFa and with other large companies pushing support for linked data, it is important for search marketers to be aware of these new developments. This session will showcase practical examples that search marketers and web developers can use to begin participating in the linked data movement. * Moderator: Sean Golliher, Founder and Publisher, SEMJ.org Speakers: - Jamie Taylor, PhD., Author, "Programming the Semantic Web" and Minister of Information, Freebase.com - Martin Hepp, Professor, General Management & E-Business, Universität der Bundeswehr München - Jay Myers, Lead Web Development Engineer, Best Buy Co. - Nick Cox, Senior Product Manager, Yahoo! Tuesday December 8, 2009 10:36 Brian Ussery (@beussery)

10:43

Brian Ussery (@beussery):  Jamie leads off Jamie starts off with an illustration of how PageRank works through IR eyes. Next illustration looks similar to Google Wonder Wheel. Both illustrations show relationships between topics and pages. Jamie works for Freebase where over 10k apps are available to visualize relationships. Next slide depicts "linked data cloud" but Jamie mentions that some knowledge is involved that these are more than nodes on a graph. Jamie mentions Jeff Jarvis's "What would Google Do?" and it's "link economy". Jamie hopes to help labeled links become more a vocabulary of sorts…. For example twitter's @ tags or # tags. These are labels that relate to other content in terms of linked vocabulary. That said, in HTML links aren't annotated this way. Tuesday December 8, 2009 10:43 Brian Ussery (@beussery)

10:46

Brian Ussery (@beussery):  Jamie talks about marking up content so it can be easier used for ecommerce. Next he talks about strong identifiers and how identifiers are used. Tuesday December 8, 2009 10:46 Brian Ussery (@beussery)

10:51

Brian Ussery (@beussery):  - Labeled Links - Strong Identifiers 2 formats microformats -easy to use -small fixed vocab cons: no standard parsing pattern no strong identifiers - limit to utility RDFa: unambiguous identifiers RDF = Subject Predicate Object } Triple Shakira, Knows, Penelope Cruz = Triple HTML5 Microdata -easy to use -strong identifiers -extensible -easy to parse Jamie wrote "Semantic Web" OREILLY Thanks Jamie! :) Tuesday December 8, 2009 10:51 Brian Ussery (@beussery)

10:55

Brian Ussery (@beussery):  Up next is Martin from Germany creator of Good Relations vocab which has been adopted by Yahoo Best Buy and others...... Currently little unified view back and forth across data silos. Tuesday December 8, 2009 10:55 Brian Ussery (@beussery)

10:59

Tuesday December 8, 2009 10:59

11:01

Tuesday December 8, 2009 11:01

11:02

Tuesday December 8, 2009 11:02

11:03

Brian Ussery (@beussery):  By linking your data with other data, you increase visibility of your own data. Tuesday December 8, 2009 11:03 Brian Ussery (@beussery)

11:08

Tuesday December 8, 2009 11:08

11:08

Brian Ussery (@beussery):  Build links to data, not just documents. Chains of affiliate links are optional Tuesday December 8, 2009 11:08 Brian Ussery (@beussery)

11:09

Tuesday December 8, 2009 11:09

11:10

Tuesday December 8, 2009 11:10

11:10

Brian Ussery (@beussery):  mobeedo.com & igoogr.appspot.com are live examples of ecommerce clients Tuesday December 8, 2009 11:10 Brian Ussery (@beussery)

11:11

Brian Ussery (@beussery):  Good Relations Cookbook: tr.im/cookbook Tuesday December 8, 2009 11:11 Brian Ussery (@beussery)

11:13

Brian Ussery (@beussery):  Up next is Jay from Best Buy... Tuesday December 8, 2009 11:13 Brian Ussery (@beussery)

11:19

Brian Ussery (@beussery):  ecommerce chanllenges > product data > creates uninformed customers > under utilized product "long tail" Tuesday December 8, 2009 11:19 Brian Ussery (@beussery)

11:22

Brian Ussery (@beussery):  Best Buy Semantic Product Web URLs indexed via: http://www.google.com/search?hl=en&q=site%3Aproducts.semweb.bestbuy.com&sourceid=navclient-ff&rlz=1B6_____enUS342US343&ie=UTF-8 Tuesday December 8, 2009 11:22 Brian Ussery (@beussery)

11:23

Brian Ussery (@beussery):  - human machine readable - easy html - easy for engines - granular Tuesday December 8, 2009 11:23 Brian Ussery (@beussery)

11:23

Brian Ussery (@beussery):  What's next? Best Buy plans to provide more information into events.... Tuesday December 8, 2009 11:23 Brian Ussery (@beussery)

11:24

Brian Ussery (@beussery):  In terms of products, explore beta (mentioned previously) Tuesday December 8, 2009 11:24 Brian Ussery (@beussery)

11:24

Brian Ussery (@beussery):  @jaymyers Tuesday December 8, 2009 11:24 Brian Ussery (@beussery)

11:25

Brian Ussery (@beussery):  Nick is up! Tuesday December 8, 2009 11:25 Brian Ussery (@beussery)

11:26

Brian Ussery (@beussery):  Nick points out time for implementation is short Tuesday December 8, 2009 11:26 Brian Ussery (@beussery)

11:27

Brian Ussery (@beussery):  Nick points out that search thinks in terms of nouns and not information. Tuesday December 8, 2009 11:27 Brian Ussery (@beussery)

11:28

Tuesday December 8, 2009 11:28

11:30

Brian Ussery (@beussery):  A side result of richer presentation is richer data. Virtual verticals from structured data from publishers. Structure allows intent to be more clear in many cases. Bing it seems is the other major engine using structured data. Tuesday December 8, 2009 11:30 Brian Ussery (@beussery)

11:31

Brian Ussery (@beussery):  Google is taking a "much more familiar approach" by using templates on the fly.... Tuesday December 8, 2009 11:31 Brian Ussery (@beussery)

11:36

Brian Ussery (@beussery):  Yahoo is also using RDF for Flash and has published a lot of objects. developer.search.yahoo.com/start Tuesday December 8, 2009 11:36 Brian Ussery (@beussery)

11:38

Brian Ussery (@beussery):  Q&A Tuesday December 8, 2009 11:38 Brian Ussery (@beussery)

11:41

 

 

Below is live coverage of the Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter? from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Barry Schwartz of RustyBrick.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter?

(12/07/2009)

  

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4:25	Barry Schwartz:  Again, internet real slow in this basement :) Monday December 7, 2009 4:25 Barry Schwartz

4:25

Barry Schwartz:  Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter? There's a lot of heated discussions going around about is it ethical to "Ghost Tweet" or "Ghost Blog". In essence, should it be your company producing your social media content or your agency sending out your tweets or writing your blog posts in your name? Should you disclose who's sending out your tweets? Is it fair to your audience if it's not really you? Does your audience even care? It's still valuable content right? When it comes down to it, who does it hurt? That could be one argument. Then, take a look at what Wal-Mart did with Walmarting Across America, or Sony with their Flogs. On this panel, some of the industry's top minds will answer in Q&A form some of your most pressing questions about why or why not companies should consider alternatives to producing their own social media & search content. • Moderator: Beth Harte, Community Manager , MarketingProfs • Speakers: Liana Evans, Director of Social Media, Serengeti Communications Andy Beal, CEO, Trackur Monday December 7, 2009 4:25 Barry Schwartz

4:29

Barry Schwartz:  Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter? There's a lot of heated discussions going around about is it ethical to "Ghost Tweet" or "Ghost Blog". In essence, should it be your company producing your social media content or your agency sending out your tweets or writing your blog posts in your name? Should you disclose who's sending out your tweets? Is it fair to your audience if it's not really you? Does your audience even care? It's still valuable content right? When it comes down to it, who does it hurt? That could be one argument. Then, take a look at what Wal-Mart did with Walmarting Across America, or Sony with their Flogs. On this panel, some of the industry's top minds will answer in Q&A form some of your most pressing questions about why or why not companies should consider alternatives to producing their own social media & search content. Moderator: Beth Harte, Community Manager , MarketingProfs Speakers: Liana Evans, Director of Social Media, Serengeti Communications Andy Beal, CEO, Trackur Monday December 7, 2009 4:29 Barry Schwartz

4:31	Barry Schwartz:  Should be starting soon, I think... Monday December 7, 2009 4:31 Barry Schwartz

4:32	Barry Schwartz:  Room is pretty empty, they did not mark the room properly... Monday December 7, 2009 4:32 Barry Schwartz

4:34	Barry Schwartz:  What is the big deal with Ghost blogging? Monday December 7, 2009 4:34 Barry Schwartz

4:36	Barry Schwartz:  A book is not really making a personal conversation with their readers. With blogs or twitter, often there is more of a personal connection. If you tell people about this before hand, it is fine, but dont hide it. Monday December 7, 2009 4:36 Barry Schwartz

4:36	Barry Schwartz:  Dave Fleet called out Guy Kawasaki for Ghost Tweeting, and Guy then replied saying he has two people, but it is really about five. But now it is public info. Monday December 7, 2009 4:36 Barry Schwartz

4:36	Barry Schwartz:  Did Guy take a hit for this? Somewhat, yea - but now we know it isnt him always tweeting. Monday December 7, 2009 4:36 Barry Schwartz

4:37	Barry Schwartz:  50Cent does not tweet, he has people who do it for him... Someone called him out for it. Monday December 7, 2009 4:37 Barry Schwartz

4:37	Barry Schwartz:  Do you really think it was Obama tweeting? No, but we all knew that. Monday December 7, 2009 4:37 Barry Schwartz

4:44	Barry Schwartz:  It depends on the type of engagement you want… Real time, immediate, or personal, etc. Monday December 7, 2009 4:44 Barry Schwartz

4:45	Barry Schwartz:  Next up is Andy Beal… Monday December 7, 2009 4:45 Barry Schwartz

4:45	Barry Schwartz:  Good side of Ghost blogging: - Takes work - Earns you respect - You learn as you write - Clean conscience Monday December 7, 2009 4:45 Barry Schwartz

4:50	Barry Schwartz:  Necessity: - Occasional, it is okay to have someone to fill in for you - They should keep the same style - No need to reveal at this point - Just don't push your luck Monday December 7, 2009 4:50 Barry Schwartz

4:53

Barry Schwartz:  Inevitable: - Less than eloquent, so you need to have someone write on their behalf - Have a disclaimer - If you do this, try to post occasionally - Disclosure page is good also - But you have to take responsibility for all posts on your account Supporting Role: - Just be honest and say, give me the links - They are disposable when you don't use a name - Will only ever be a brand - If you go this route, always have someone stay behind the mask Monday December 7, 2009 4:53 Barry Schwartz

4:53	Barry Schwartz:  Dark Side (black hat stuff): - You get busy - There is minimal risk to this relative to black hat stuff - Spread the workload - Chance to redeem yourself, you can take it over Monday December 7, 2009 4:53 Barry Schwartz

4:55	Barry Schwartz:  The Reveal: - You don't know what "you" said on Twitter - You risk your reputation - Ex-employee can out you - Plan for when you're outed Monday December 7, 2009 4:55 Barry Schwartz

4:55	Barry Schwartz:  Sometimes it does not matter, such as with Obama and Twitter Monday December 7, 2009 4:55 Barry Schwartz

4:56	Barry Schwartz:  That is it for this panel. The internet is painfully slow, so ending it here. Monday December 7, 2009 4:56 Barry Schwartz

4:56