SEM Via Communities, Wikipedia & Tagging

Dec 6, 2005 - 3:01 pm 1 by
Filed Under SES Chicago 2005

See Andy, now I have to blog it. Andy asked if I am blogging someone's request to pump heat into this room. Danny invited the woman to his hotel room, which he said had all the heat in the room. Then Andy said I am blogging this.

Jeff Watts from National Instruments. Traffic = Community + Search + Content. Content (delivery/meta data) -- ROI --> Search (traffic & conversions/ most wanted) --continuous improvement--> Community (readers/creatores) --collaborative innovation--> Content... Buzz: The conversation is going to take place (you choose whether or not you take part). Engaging with the community allows you to respond to criticism, educate, be transparent, discover leading users (apps and trends), and grow mind-share (when customers think of you instead of the competition). Getting started with Wikipedia... They have started back about 1.5 years ago. They first tried to put an article about LabVIEW in Wikipedia. They didn't understand how to use wikipedia at the time, so there are mistakes. They originally posted a 40 word document about a product they sell. But basically, in his wiki entry he was doing a link building campaign. He did not add content to the community, he just put links. The article was not neutral, it was from the NI point of view (which is bad). Since then, the LabVIEW article is huge, has tons of details, about it. Its extremely detailed. Focus on info and community reputation. Do not focus on link building or preventing negative info from being published. Respect the community rules, especially NPOV. Benefits of Wikipedia is the traffic you get, and the quality, 3rd party, unbiased overview. (Done with wiki talk now) Better syndication through Search: syndicate your content for more traffic, self-selection, and better conversion rates. Allow & encourage users to build their own feeds/alerts (your enterprise search engine, a free search engine, third party tools like Feedster). Offline communities; use the web to distribute info to groups, slides or discussion topics, and prospective speakers or guests. Drive follow ups as well.

Nick Wilson couldn't make it last minute, so Jim Boykin and Aaron Wall jump in for him. Why is tagging is important: Search engines have tended to index and search a global space not on a local space. My space comprises the documents I am interested in and the documents of other users that I trust and want to follthw. Tagging allows you to relocate info quickly. Yahoo! My Web caches pages you tag... Brief history of tagging and info retrieval (bookmarks, dmoz, yahoo, search engines, self regulating, and then tagging itself). Just slap a tag on something and now its value become social and not individuals. What tags do really well is aid social discovery. What is tagging? Think of a tag as a simple category name. People can categorize their posts, photos, and links with any tag that makes sense. The real time web, organized for you. Tag clouds are pages that show the most popular tags, the larger the word, the more popular. John Dow posts a link, people who read it may tag it, enough people link to it, it becomes more popular, tons of people read the popular feeds and then start over again. Major tagging web sites; delicious, digg, yahoo my web, technorati, flickr. Tagging to build links; you have to write good info that people want to tag. RSS makes it easy to subscribe to your site. In addition to gaining links getting tagged gives you greater share of market attention. More readers equates to more comments and more links. They talk a bit about wikis and bookmarklets (sorry, very hard to cover, maybe Jim and Aaron will post the link to the page.) Wait, go to There you go, enjoy.

Andy Hagans from Text Link Ads, who is filling in for Nick W as well. A few practical tips; he approaches these sites as a marketer. He is not looking to give back to the community, he wants the free traffic and free links. :) funny. First advice, do not spam these services, its not worth it. Use your best content towards this. The one Andy concentrates on is delicious (it feeds into many of the secondary services). Learn delicious first before others. If you have blogs, put a link at the bottom of each blog post, for your readers to tag it. He doesn't want to suggest for you to game the system, but dont be afraid to ask your friends to help boost it, to get it up there and that will enable others to see the page.

Danny Sullivan is going to show off Yahoo My Web. He said he dislikes tagging, he finds it backwards. Some technical difficulties. Ok, now we are on delicious's Web site. He said now that Yahoo does it, it is much more out there to normal users. Go to my web. He shows how my Web tagging works. I covered this at the last SES conference. Saving results in the Yahoo! SERPs. The reason this is important is because Yahoo! needs better measurements. Links has been devolving and tagging may be Yahoo!'s answer to this.

Pretty disorganized session due to speaker non-shows.


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