Glossary
ARTICLE DISTRIBUTION - Article distribution services contain articles you can often use for free under a creative commons agreement. Plan to write at least two articles a week to build your authority on the web. They are also fabulous for providing your Web 2.0 ecosystem with extra content as well. Having writers block? Find an article you love and share it on your blog. What could be simpler? Ezine Articles is a great example of an Article Distribution Service.
AUTHORITY SITE - In legacy online marketing strategies, a business would typically have one main website. This would try to be everything to everyone. Sales conversions from these sites is typically very low. In today’s Web 2.0 internet, you will still have at least one authority site but you will also add micro-sites to target specific demographics of buyers and landing pages for specific offers.
BLOG - The blog is a significant component to successful publishing. A blog is a website or component of a website with regular entries of commentary. The search engines love blogs that publish on a specific schedule. Many new blogs ease into the routine by blogging (writing an entry or “post”) from 1 to 3 times a week. Not only do you want to create a blog but you want to post your comments on other people’s blogs that allow for a follow link.
BOOKMARKING - Think of bookmarks as saving your internet favorites and sharing them with others. It is a way to store, organize, search and manage sites and content you love and in doing so casting your vote (social vote) for specific content. Bookmarking is a very strong method of gaining internet “votes” for your site, articles and social content. We highly recommend using a bookmarking tool on every page and post on your website. An example is one we use called Share This. You can see it’s icon on every page on this site. Why don’t you take a moment and vote for this page by bookmarking it.
COLLABORATION - The most common examples of collaborative bodies of knowledge are Wikipedia, Knol, Squidoo, and Hubpages. Your presence in these elements help improve your authority on a given topic.
IMAGE SHARING - Image sharing sites offer image hosting, photo management, and photo sharing to their members. The search engines are continually searching these sites for fresh and unique content to show on their return pages. Photobucket and Flickr are two popular image sharing sites.
LANDING PAGE - a landing page consists of 1-2 pages which are typically a sales message. Google tries not to give page rank to these types of sites. Therefore, the traffic you drive must be PPC or an aggressive targeted marketing campaign. However there is also a page ranking strategy out on the net that deploys one page websites that are pure quality content to aid with link back strategies.
THE LONG TAIL - Choosing the ultimate keywords to bring you prospects to your door and get you coveted placement in search engine result returns is probably the most difficult part of creating your Web 2.0 ecosystem. A long tail is a phrase that gets a specific targeted prospect to your campaign.
MICRO SITE - A micro-site consists of 3-20 pages and is focused to one product/service or one type of demographic/psychographic of prospects and customers. These sites are very important for sales conversion as well as to aid in page ranking projects.
PARTICIPATION - Participation elements are where you invite your prospects and customers to provide you valuable information via reviews, quizzes, and surveys. Thus they participate in the identification of potential new functionality, new products/services and new niches.
PAY PER CLICK (PPC) - An internet advertising model provided by search engine companies, blogs, and others. The top PPC search engines are: Google Adwords, Yahoo! Search Marketing, MSN AdCenter, MIVA, and SearchFeed
PODCAST -A podcast is a series of digital-media files that are distributed using web signdication feed (such as RSS) for playback on portable players (such as iPod, mp3 players and cell phones) and computers.
PROSUMERS - providing contests and other opportunities for consumers to also produce leads and/or sales for you is the intent of this element. These are more difficult for people to orchestrate and require careful planning, adequate lead time and high energy execution to make this successful.
PUBLISH - Part of the adventure of Web 2.0 is the opportunity to publish and be heard. An opportunity to build your authority and presence. A smorgasbord of opportunties awaits your pleasure from video sharing, photo galleries, social networks, wikis, bookmarking, article creation, podcasting, and of course, blogging.
SOCIAL NETWORKING - Social networking sites allow you to connect with people in online communities who share interests and/or activites with you. Every business must join Ryze and LinkedIn. If you want to own your own social network, Ning is an online service that would allow you to create one for your business and marketing campaigns. Of course everyone has heard of mainstays such as MySpace and Facebook. You can find hundreds of social networks listed on our site.
SYSTEM INTEGRATION - When those leads and contacts start pouring in, it is important to do something with them. Intelligent Lead Management with everything from lead capture and nurturing to assignment to the right sales person or activity, is required to turn those leads into sales and loyal customers.
VIDEO SHARING - Video sharing websites allow you to distribute your videos to the world. Search engines LOVE videos and you must them in your portfolio. Look for video sharing sites that are free unless there is a specific community you want to reach and cannot do so in the free world. One of the most popular sites for video sharing is YouTube.
VIRTUAL REAL ESTATE - Just as in the terra firma world, the internet world consists of real estate made up from all of the various websites you may own. A comprehensive Web 2.0 portfolio will contain a mixture of authority sites, micro sites, and landing pages. Each has a value in your plan as you determine the strategy of long term hold, short term value and sales only pages.
WIKI - A wiki is the opportunity for many people to contribute to a body of knowledge. Each wiki has a specific subject matter it covers. One of the best websites we have seen for creating or joining a wiki is Wetpaint. See how it works by viewing this Wetpaint video.
