With all the hype today about social media and conversational marketing, companies need to keep in mind marketing basics about who your customer is and how you reach them before quickly engaging a social media strategy. Blogs may not be right for every company — and conversational marketing just might not be perfect for your customers. So before you jump onto the social media bandwagon, take a close look at your business model, your current customers, how your customers engage and your growth objectives. With that said, the list of social media marketing tools is growing, and companies like Viewstream are certainly benefiting with the growing interest in our solutions. Viewstream is particularly strong on the digital media side, including screencasts, social media videos, community videos, podcasts, HD videos, embeddable web videos, and product demonstration overviews. Beyond content marketing videos, digital video content that considers the landscape of your solution, and positions your company within this landscape, can be more powerful then a sales video. At the end of the day, social media is about building a stronger relationship with your customers, and more easily attract new ones. But like any marketing strategy, it needs to conform to how you do your business. Just a reminder – before you jump on the bandwagon!
Google has announced significant improvements in its ability to index Flash files. We imagine a collective sigh of relief, as this would solve one of the key development issues we come across in doing creative work–getting the bots to read the increasing percentage of Flash content and widgets on web sites.
Can someone from Google please say, “It supports SWFObject”?
People are, of course, asking questions. But Google is holding off on giving answers. This discussion is important as it relates to SEO done in conjunction with SWFObject. We may assume that search bots are reading the HTML page and NOT the Flash, while users get the actual Flash content. But isÂ Google now also indexing some random bits and pieces from the Flash as well? It apparently is, but at what level?
There is a good discussion of these issues on Sitepoint.
Today I attended the Tour de Force — a Salesforce promotional event that introduces the “platform” as a service solution. The Cloud Computing space is loaded with vendors — and I am willing to bet my house that this is the real deal — what people will call Web 3.0 — and make web 2.0 look very small. I told you that I drank the kool-aid!
Essentially, this solution allows you to quickly develop enterprise level software using the shared “cloud” resources of salesforce’s infrastructure. Cloud computing is when the datacenter becomes virtualized, and servers are no longer thought of as unique entities, but an array of systems that function together and offer all the foundation services (infrastructure, billing, security, content, database functions, etc.) you need to build an online software service. Now, developers will have an integrated platform to build, test, and deploy applications — with shared code and resources the benefits are immense. This really lowers the barrier to entry for software — and from a business perspective enables what I call the “short tail” — where your business solution can be offered to any size business in any market. When you have an Amazon or Google or Salesforce infrastructure behind you, you can scale ad infinitum. Or sell to one. Revolutionary.
Here’s an image from Peter Laird’s blog that provides a great landscape of what is going on.
For the past two years, Viewstream has provided proprietary networking and display systems for HP and The Kenwood Group events. Our system, developed in-house, allows audience members to send questions via text message or e-mail, which were processed and displayed on the main screen in real time.
Most recently, we were in Las Vegas for the 2008 HP Software Universe Conference. Check out the photos to see our technology in action!
Images courtesy of The Kenwood Group.
Usability-wise, there are a couple simple facts about search engine usage that Viewstream uses as the basis of our search marketing and search engine optimization practice:
- Over 50% of users don’t read past the first results page (btw, interesting fact: men tend to go past the first couple of pages more than women).
- If you are not on the top of the results (paid or organic) there is limited value.
There are some changing search engine interfaces that reinforce these two facts. Space Time has a cool product and is developing alternative methods of reviewing and selecting your webpage, photo, and video search results. By presenting the pages in 3-D, results are stacked in an open space to be shuffled and organized visually.
The Economist had a good article about the changing trends in search engines.
What we see happening in the future is a new segment of search, that is search as entertainment. We recommend our clients pay more and more attention to search optimization (with consideration for new search engines) as well as website design creative to truly stand out. Media-based design using video, vector and motion graphics has more and more value in this information as entertainment world.
As always, the surfing patterns of your customers is what counts, so each situation needs to be considered on a case-by-case basis. Viewstream can help with your search marketing and search engine optimization in the ever changing world of search. Give us a shout!
We have a couple employees who love Gmail and refuse to use Outlook. That’s cool, whatever tool works. The big problem is when you send mail from Gmail — it is impossible to hide the “gmail.com” label Google automatically adds the “on behalf of” copy in the send header.
The consensus is that it can’t be fixed, it’s just something Google did to spread branding. Oddly, Yahoo mail doesn’t do this.
Most people understand the importance of SEO, the ability to find your site through search engines. As the price for paid search rises, organic optimization becomes more and more critical.
One simple tip that we found on Web Designer Wall is good to remember as it impacts the copy and messaging phase of website development.
Yes, it is important to place keywords throughout the site. If you are in the virtualization space, for example, you might want to mention data processing, networking, enterprise computing, etc. in your text. But don’t forget you can also place keywords in your design!
So, for example, your site has navigation buttons to direct viewers to further information. The key is to say more than “Click Here” in the link anchor text. Try “Learn More About Desktop Virtualization.”
Finally, don’t forget to use html copy for everything, including website buttons with simple code to make spiders find the copy.
Viewstream just completed a lead generation project for Autodesk relating to their AutoCAD 2009 product launch. The project was a series of screencasts — and the results thus far have been very successful in terms of click through and requests for more information.
You can check out the work here:
Viewstream also helped out a lot with Autodesk’s Unisfair videos – creative and production work we’re involved.
BTW, if you need help with your product demonstrations, website demos or flash presentations, don’t hesitate to contact us. We’d love to help.
When public eyes are on you, whether at an industry trade show, on your website, or on the cover of the Wall Street Journal, are you truly putting your best foot forward? Are you speaking directly to those individual sets of eyes, or are you generalizing for the masses?
Many companies focus on PR tactics to carry the load of turning prospects to leads. But awareness is not enough to make that transition. Prospects may know who you are, but do they know what your solution can do for them?
In a B2B environment, your best foot is one-to-one customer centric marketing. Product demos, tutorials, consultative information, and case studies all work together to drive sales. More than putting information out there, product and solution-focused material speaks directly to prospects, driving demand, improving sales cycles, and ultimately increasing revenues.
While broad media attention is never bad, for the investment it often doesn’t necessarily translate into bottom line dollars. Customer-facing marketing tools, enhanced by high-level branding and positioning, directed media placement, and search engine optimization ensure your prospects get into the sales cycle.
Unfortunately, we have seen many companies spend excessively on PR without getting sales. One client made the cover of the Wall Street Journal and received one single phone call. That’s not ROI.
Viewstream recently helped out Valant Medical Solutions with their trade show booth. Valant is a great company, with a great solution. If you happen to be a psychiatrist and need an EMR solution, check out their website at Valantmed.com (Viewstream designed their logo, helped with application design and product demonstrations – but not their website)!