McKinsey Global Survey: Web 2.0 “Spurring Change” in Corporate Management and Organization

Web 2.0 tools are “spurring change” with corporate management and organization according to respected consulting giant McKinsey’s “Building the Web 2.0 Enterprise: McKinsey Global Survey Results.” The results of this report point to interesting trends that every corporation must analyze moving forward starting today. According to McKinsey “as Web 2.0 gains traction, it could transform the way companies organize and manage themselves, leading to what some have dubbed Enterprise 2.0.”

4 Reasons for Corporations to Consider Web 2.0 Tools:

1.  Interaction: 26% have reported Web 2.0 tools have “changed interactions with customers and suppliers”

2. Roles and Functions: 33% reported that new Web 2.0 technologies have “created new roles or functions inside their organizations”

3. Corporate Structure: 33% feel that Web 2.0 tools “are changing their corporate structure”

4.  Hiring and Talent Retention: 27% report Web 2.0 tools have changed the method that their company hires and retains employees.”

See Exhibit 6 “Spurring change”  for matrix

Can You Help Save This Girl’s Life: A Mother’s Plea in the Blogosphere and Twitter

http://thedomesticdiva.files.wordpress.com/2008/11/mcxmas2006unedit2.jpg?w=440

Courtesy thedomesticdiva.wordpress.com daughter Marielle desperately needs your help!

It is not often that I make impassioned pleas on deansguide but this is a very very grave situation and one worthy of support. As I rolled through my twitter feeds, a new friend Chris Brogan, left a link to the following article written by blogger the domestic diva “Sew Urgent: Help Save My Daughter’s Life”

There is Hope:

Marielle is being transfered to a new and better hospital NY Presbyterian-Columbia University Hospital (NYP) in hopes their additional living-donor kidney programs will save her life. Please consider the following kidney donor options if you or somebody you know can help Marielle.

Compatible Living Donor

Incompatible Donor Program

Paired Donor Exchange Program

Deceased Donor Program

Outbound Link Strategy: Drudgereport Success Changing Perception


Courtesy the drudgereport.com

Perception in the real world is often reality. In the online world of websites and blogs it is often the rule that people rely upon to much. The perception that a blogger who provides too many links in a post will lose his audience is simply a myth. The best case study supporting this statement is the famous and very popular drudgereport.com. The drudgereport is an aggregates news feeds and links to some of the best sources available. They then position small amounts of text (description) around the outbound links. Yet with all of these pathways that lead away from the site, people flock(Alexa ranking 728) to the drudgereport for their daily fix of news.

My deansguide article (9-19-08) “Drudge Report: Proof Outbound Link Strategy Keeps Readers Coming Back” and the concept behind the article may be worth another look. The premise that most experts support:

1. Do not send your readers away from your site by providing outbound links

2. Sending readers away from your site means they will not come back to your site

3. You will be converting your readers into somebody else’s readers by linking outbound

Reality

1. Outbound linking does not mean your readers will always leave on each visit

2. Readers that leave will come back because you have established your site as a place that provides value and answers

3. Other site’s content becomes your strength as you help people find quality information

4. Outbound links will bring readership back to your site from the sites you link to

5. Time spent on your site will actually increase as readers bounce back from the outbound links to find additional information

The article published at the Business and Finance page on Reuters.com and on deansguide

DrudgeReport.com: Proof Outbound Link Strategy Keeps Readers Coming Back

Reuters.com published this deansguide article September 19, 2008

Scott Karp author of the blog Publishing 2.0 wrote a eye opening and somewhat startling report about the uber news site the drudgereport.com. In his article he is able to debunk aka discredit two major assumptions being pushed forward by marketing guru’s, website “experts”, and bloggers everyday: You should never send readers away from your news site by linking to third party content. Since we as bloggers are trying to deliver huge value, news, and new tips, the following is very important in your strategy.

Assumption #1

“You shouldn’t send people away or else they won’t come back to your site.”

Assumption #2

“A page with links that sends people away has low engagement, which doesn’t serve advertisers well.”

As Scott states, I support his statement 100%,: “But if you actually look at the data, both of these assumptions are completely wrong.”

Newspaper Association of America: Top 30 News Sites Ranked by Sessions per Person (May 2008)

Top News sites Ranked by Time per Person: Source CyberJournalist.net

The Results: Just the Facts

1. The top site has 2x as many sessions per person

2. The top site has almost twice as much time spent per person

Biggest Take Away of All

According to Scott and his logic is clearly supported here: But the most important difference between the top site and all the other sites, is that this top site — Drudge — has nothing but LINKS.”

That’s right folks the Drudge Report is essentially a giant blog built on links to other sites with a little content thrown in for direction. Drudge beats every fresh content news site by a 2 to 1 margin.

Analysis

More SEO gurus around the country are beginning to rethink the idea that fresh content is no longer king. Content in many ways is still king. What is important to understand is that it is better to send your readers away IF you provide them such great value that they will return to your site as a starting point for the quest for answers to their questions.

Note: Realtors need to understand that they can link to more successful agents, bigger companies, and experts in the field without fear of losing their readership–if they are providing great content even if it is pointing to other bloggers.

Scott’s Update to Objectors

Commenter’s objection “Drudge’s session numbers are worthless. Unlike every site on the list, Drudge has an artificially high auto-refresh rate of something under 3 minutes, I think it might even be as low as 2 minutes. The conclusions are fairly obvious– every person who leaves Drudge’s page open in a new tab, or leaves their desk for lunch created dozens or even hundreds of “new” sessions.”

Scott’s Retort

“I find it ironic that most of these commenters came here from Techmeme, a site that has nothing but links and that auto-refreshes. Techmeme, like Drudge, is INDISPENSIBLE for its users, something any news site should want to claim. And Techmeme has found the key to unlokcing value for advertisiers (hint: it’s not display ads) — sponsorships in the form of content links, just like Techeme’s editorial content.

And really, what news site wouldn’t want to be open in a reader’s browser being refreshed all day, instead of hoping for drive-by referrals from aggregators?”

In my opinion, there is almost always a hidden agenda or motivation behind many objections. Before analyzing and supporting objections, it’s always best to understand who benefits and why. I believe Scott did a fantastic job here.

Realtor’s Step 1 To Asking To Become A Contributor For A Powerful Blogger

Reuters.com published this deansguide article August 4, 2008

How do you get the kind of exposure you feel you and your writing deserve? How do you do this when you do not have a blog or you are about to launch your blog into the blogosphere? What is the best method of soliciting a prominent blogger with the information you want the consumers to see?

The majority of people never get what they want because they are afraid to ask. This fear, here is the solution to that problem, usually leads the person to take a circuitous route of vague inquiries that never land their intended results.

The following is a perfect example of my philosophy, Jeffrey Gitomer style, on how to ask for something without asking. This is an email sent to me by entrepreneur Peter Furia:

————————————————————

Dean,


I wanted to reach out to you quickly with a potential blog post for Dean’s Guide. There is a commercial real estate search engine called Rofo.com that just released a short YouTube video that I think real estate agents and consumers both would enjoy.
I’ve put a link to the video below — it’s at least good for a quick laugh.

Thanks and let me know if I can provide any other info.
-peter”
——————————————————————————–
The Offer-Give
1. Peter offers me content in the form of a very funny video from youtube. He knows that this video will make a great blog post, give my readers a good laugh, and help me with a post that is easy to write and fun
Note: Peter is GIVING not SELLING me first and foremost!
The Take Away
1. Peter’s email informs me of a new Commercial Real Estate search engine called Rofo.com
The Description
1. I emailed Peter and complimented him on his Approach and I asked him for a description of what he would like to promote:
“Rofo is a free website for entrepreneurs and small businesses searching for commercial real estate and related services for facilities/office space. Rofo allows you to search local listings, post your real estate needs, read and write reviews and find the right professionals related to your move. Rofo brings in relevant third party data from sites like Google, Microsoft, and Yelp to help businesses make decisions about where to locate their business.”
Who Is Peter Furia?
He is a funny man and the mastermind behind seedwell.com and Peter Furia Design performing:
  • Video Production viral videos, music videos, promotional spots, documentaries, short films
  • Viral Campaigns video seeding and promotion, microsites
  • Web 2.0 Strategies product-based social networking, user-driven advertising
  • Graphic Design event graphics, CD & DVD artwork, movie posters, flyers
  • Web Design site design, intermediate HTML, basic PHP, basic Flash
  • Music Production songwriting, recording, mixing

“Search engines like Google get you lost in all the links, but not Yahoo search”: How Not To Take On Your Market’s ‘Goliath’

Yahoo’s new radio campaign is both ridiculous and an obvious attempt at propping up what can and is being perceived as a sinking ship takeover target. David beat Goliath because he had a slingshot and guts. But Yahoo’s attempt at disparaging Google’s search model, a far superior and accurate model, is like Charles Manson winning his parole–it just doesn’t make sense. . . unless

Yahoo’s tactic may be the time tested “this bad ad” where an advertisement is deliberately created to sound stupid, bad, or completely out of touch. This is done solely as a tactic to help consumers remember the ad so they virally (talk) spread the word.

The following is from seoroundtable.com’s solid article “Will Yahoo’s Radio Commercials Help Take Market Share From Google?”

Yahoo’s radio campaign tagline:

“Search engines like Google get you lost in all the links, but not Yahoo search. . . You won’t find that on your Google page!”

Reactions about Yahoo from the Blogosphere via Webmasterworld.com’s forum:

“Dead medium for a dead search engine. Pretty appropriate.”

“I’ve seen Google Adsense ads for Yahoo on my website. Sad. . . they must be really desperate for traffic.”

“Oh dear. . . looks like their marketing department or (ad) agency has gone a bit crazy.

“If Yahoo concentrated on their search engine a bit more, they might have something to shout about.”

Why Google is Superior and Yahoo Does Not Get It

1. Consumer Choices: Google’s vast listing of links provides answers for consumers whether the answers come from a blog, website, or paid advertisement does not matter. We have the choice to click or to not click

2. Blogger Links: We bloggers are looking for links, authority which bolsters our Google “juice” moving us up the rankings on each page. Exposure leads to readership and readership leads to business, monetary gain, and recognition

3. Business Listings: Google is simply the future’s answer to the Yellow Pages. Businesses that do not have Google placement and search-ability are destined to remain hard to find, lose credibility with consumers, and lose revenue

The old trick of naming your business AAA or beginning your listing with the letter A so as to place at the top of the Yellow Pages listings is being played out everyday on Google. In today’s version of that tactic, businesses that blog have the ability to move up the rankings, lockout their competitors, answer their critics, defend their reputation, and further their company message.

As one blogger proclaimed “Yahoo should have waited until the Microsoft takeover and  new search capabilities were ready for market. . . why trumpet an old second place model?”