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| Home » Client Support/Promotion » Case Histories »Newsletters » GoodNews February-10 |
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GoodNews February-10 |
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| GOOD TRENDS |
Search Engine Rankings
In last month’s newsletter we featured a story about how to improve Google search rankings by using optimized video. Google actually publishes information about their ranking algorithm on their website which you can read at http://www.google.com/technology/. Their page ranking
system looks at more than 500 million variables and 2 billion terms. Simply stated, Google ranks pages they believe are the most important and thus those are more likely to appear at the top of the search results. An internet specialist, Christopher Heng, operates thesitewizard.com and has more tips on the subject to help you understand how Google defines “important.” With search engines becoming the way to find just about anything online, he offers some very good advice for your webmaster to consider.
Online Video Viewership
 According to ComScore, an internet marketing research firm, more than 167 million U.S.-based Web users watched video online last October. All told, they watched 28 billion videos. Google easily led the pack, with 99 percent of those videos watched on YouTube.
In a distant second, Hulu delivered 856 million videos, accounting for 3.1 percent of the market and setting a new record for monthly views. Microsoft came in third, with 451 million videos viewed on its site, capturing 1.6 percent market share. For more information, go to: Data show 28 billion online videos served during October
Join the CDC Mobile Text Pilot Test
 Just walk through an airport these days and we see firsthand how mobile technology is revolutionizing how we communicate with each other. But did you know…
Now CDC is using mobile technology to reach people with health messages such as H1N1 flu and other topics delivered directly to your mobile phone. By subscribing to CDC’s mobile pilot you can see firsthand how a mobile campaign works by receiving health messages via mobile text messaging. At the end of the pilot period participants will have the opportunity to evaluate the effectiveness of the program and help shape future mobile projects at CDC.
Subscribing is free and easy, just Text the word mcdc to 87000 from your mobile device.
Want to know more? Go to www.cdc.gov/mobile and for more information on CDC’s social media efforts, visit: http://www.cdc.gov/socialmedia/.
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| GOOD SITES |
Related to the above story on videos, Andy Goodman’s website at www.agoodmanonline.com has a very helpful article on what it takes to make interesting and high-quality online videos. Written by Steve Stockman, who has directed over 200 commercials, Stockman is currently writing a book, Why Bad Video Happens to Good People. The book is filled with practical advice on how to produce videos especially for viewing on the web and as a preview you can see some of these tips at: http://www.agoodmanonline.com/pdf/free_range_2010_01.pdf.
Seniors Going Online
 Some very interesting statistics come from the folks at Nielsen. Seniors (65 and over) now trail teens in their presence at blog and social network sites by just 1/10 of one percent. Over six million more Seniors became active online since November 2004 - a 55% increase.
The most popular sites they visit? Face book, YouTube, Amazon, etc. Not much different than their teenage grandchildren. They're also paying bills online, checking the weather, and mapping directions. Different than the teens, they have credit cards, and more significant disposable income. Let marketers beware…ignore the older folks at your own peril. |
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| GOOD READING |
Haiti Is a Marketing Lesson
 This is a fascinating article that everyone in the non-profit and cause marketing world should read because it tells in very eloquent terms why many social issues marketing programs fall short of their mark. Written by Dan Pallotta (see bio below), this sentence summarizes the essence of his thoughts:
“We have been taught to view marketing as spending that steals from the cause. It’s a fundraising expense — an overhead expense — to be avoided at all costs.”
He goes on to put non-profit expenditures in perspective: “David Oglivy, often called the ‘father of advertising,’ challenged others to try launching a new brand of detergent with a war chest of less than $10,000,000. But we ask humanitarian organizations to try to launch the end of poverty and everything else with an advertising war chest of zero. So little is spent on advertising and marketing by charities that the IRS form 990 they are required to file each year doesn’t even have a line item for reporting it. Yet it would be considered malfeasance to launch a product or service in the for-profit sector without an adequate advertising budget to build demand for it.”
Read Dan’s entire article at:
http://www.linkedin.com/news?viewArticle=&articleID=107179463
 Dan Pallotta is a leading expert on innovation in the nonprofit sector and a pioneering social entrepreneur. He is the founder of Pallotta TeamWorks, which invented the multiday AIDSRides and Breast Cancer 3-Days. He is the author of Uncharitable: How Restraints on Nonprofits Undermine Their Potential.
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