David Dalka attends and reports business events and conferences to discover the future of business where technology, organizations and customer exeperience meet. Also serves as emcee, moderator and motivational business keynote speaker.
Chicago GSB MBA
It was such a great pleasure to see my good friend Jason Jacobsohn at the Chicagoland Entrepreneurship Center holiday party last night. That community does so many positive and good things and I’m glad I know many of them well.
He also launched a new blog this week, “Networking Insight” this week which I encourage you to check out. He did a good job of thinking about the blog before launching it – I’m sure he’d love to get your thoughts, encouragement and ideas.
Some of you may find my recent article, “How to Become a Conference and Networking Influencer“. Includes quotes from Jeffery Meshel and Keith Ferrazzi. If you have other tips you’d like to add, please leave a comment, I’m sure others would like to hear them.
It was nice to meet and talk with Jason after his talk, I look forward to learning more about his future ventures when time allows. It was also interesting to learn about his background on the east coast. His speech talked on a number of his views on things – some of which sparked some controversy!
Video excerpt on businesspov.com
Audio on dailysearchcast.com
Many other people covered or commented on the event, so I’ll let you read them:
WebMetrics Guru
Duncan Riley
Techeffect
I came to this session to hear abouts splog and what Google and others were going to do about splog prevention (apparently nothing yet). I was also inerested how feeds affected organic listings as I’ve personally experienced some problems. What I got instead was a bunch of people developing business sites that needed redesign and/or clean up, certainly necessary, but not as interesting to me.
Jon Glick, Become.com
What is duplicate content a problem?
Google, Yahoo, Open Directory Project…
Confusing the Bot: Dynamic URLs
Confusing the Bot: 2 URLs
Don’t confuse the spider – chose one canonical domain and link all internal pages
301 redirects, your hero…
Yahoo! has transparency on whether your site is banned, check it out.
Shari Thurow, Grandtastic Designs
What is duplicate content?
The definition is unclear.
Search Engines do not want duplicate or near-duplicate content in their indices.
Duplicate content filters:
– content properties
– linkage properties
– content evolution
– host name resolution
– shingle comparison
siteexplorer.yahoo.com
example: 3 web pages, 3 unique URLs – robots.txt excludes the duplicate content or meta tag can do the same thing
Duplicate content is often copyright infringement.
copyscape.com
John Slade speaks to an overflow crowd…
Says “Thank You!” to existing customers
Thanks people who have been early adopters
Web Publishers – everyone is a publisher in some way, even if they don’t think they are.
Consumer Context – Keep it in perspective
The Four Questions:
– How do I reach my desired audience?
– How can I effectively engage them?
– What mix of tactics should I use?
– How do I know its working?
Today’s offer model is a linear model, moves to multiple ad targets & calls to actions
Tip: Always get your keywords in your titles and descriptions.
Build calls to action: It’s a framework to continue
New Tools:
– Dynamic Account Structure
– Ad Testing
– Fast Ad Activation – building more automation and integrity checks into the process.
– Enhanced Geo-targeting
– Alerts – proactive keyword alerts to start shortly
– Share of Clicks and Forecasting
– Quality Index
Rank is determined by its bid and expected performance. Relevance is critical to preventing “ad blindness”
Five Reasons Marketers Should Be Exited:
– Improved user experience: intuitive, speed
– Faster impact and rewards for advertisers that optimize
– Focus efforts on what matters most to the marketer’s business
– Gives marketers the power create, test, and analyze campaigns like never before
– Leverage creative (missed the rest of the slide)
John stressed that one needs to be cognizant of thinking in new ways to get full advantage of the features of the new system.
Graham Harris…gives demonstration. Shows the automated keyword generator. This shows a huge change in magnitude that allows effective campaigns to be created by almost anyone.
Patrizio Spagnoletto speaks…
Upgrading Approach and Schedule:
– U.S. advertiser upgrades have begun
– Advertisers may chooser to upgrade post holidays
– Invitations will continue in stages to U.S. advertisers over the next several months
What to Expect
– Frequent Update
– Cheat sheet
Please look at the tutorials, customer solutions 1-866-YAHOO-98
It’s important to Yahoo! to make this house your home. We are successful when you are successful.
Question/Answer: Minimum bid for the US market is still $.10.
Question/Answer: Bulk submit is available.
International markets will occur sometime in 2007. John Slade said customer feedback was being sought on the best way to roll out.
How do you calculate relevance in a new ad? Dozens of factors drive us to a relevance to an ad, many of these come from Yahoo! search technologists. As data is available, this is factored in as well.
All in all, Yahoo! is demonstrating some positive attributes during this large conversion of platforms. These include a customer focus and taking the time to make a professional and transparent system migration that I believe will serve as a model in how to make a professional and non-disruptive migration. Stock analysts should look at the long term of what is occurring here.
Mike Helton, President of NASCAR, was a fascinating marketing keynote speaker. He talked about many things that as someone who was a big NASCAR fan as a kid, I was never even aware of that were amazing to learn. Two things stand out:
1. NASCAR is intensely focused on relationships and partnerships.
2. NASCAR has always been focused on customers.
It’s no wonder that they are so successful!
The thirty-one degree banking at Daytona built with customer experience in mind – being able to see the whole track at once! I never thought about it before, maybe the best customer experience involves things you don’t even notice.
NASCAR is now the #2 sport on TV only behind only the NFL, 75 million viewers
Mr. Helton believes that access to the drivers is critical piece of the success.
Recently opened a new LA office, NYC office, creating opportunities of NASCAR drivers to be in everyday life and making appearances in show business.
All of the sponsors work closely with licensing and headquarters. Sponsors are critical not only to underwriting the costs, but to other aspects of the sport as well.
NASCAR has always taken advantage of technology. (what a great mantra and it’s true)
NASCAR has racetracks, car owners and drivers who are independent – Mr. Helton expressed amazement that it all works sometimes.
All in all, when I saw Mr. Helton on the agenda, I truly had no idea what to expect, I saw a new side of NASCAR, one that made me appreciate the other side of NASCAR.
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