July 16, 2009

Survival Guide Chapter 2 Overview

Deltina Hay Here is part 2 of the series I will post over the next few months based on chapters from my book, A Survival Guide to Social Media and Web 2.0 Optimization.

This book is meant to be a guide to building an optimized foundation in the Social Web for beginners and advanced users alike.

smbcover100Chapter 2 of the book is about preparing the content you will need to implement your Social Web strategy. It will assist you in preparing and gathering content as well as optimizing it for maximum exposure and mileage in the Social Web.

The following excerpts are from A Survival Guide to Social Media and Web 2.0 Optimization:

Chapter 2: Preparation

Once your strategy is in place, use it to prepare the content you will need for implementation. Try to resist the urge to just “wing it.” Proper preparation of your descriptions, biographies, and other blurbs will greatly increase your exposure in the Social Web. …

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May 13, 2009

How Twitter could overtake Google

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Guest column by J.R. Johnson
CEO, Lunch.com

mitra-bootstrapping Google search resultsLast week I did a simple Google search. I was looking for an old article about “bootstrapping” written by a woman named “Mitra,” so I did a search for “Mitra bootstrapping.” The number one result was from Twitter. It was a page containing a single tweet by Ms. Mitra which mentioned bootstrapping.

No big deal you say? Well, let’s consider a couple of other things. Timing and position.

First, she wrote the tweet only two weeks earlier and it was already the number one result. If there was no other content online matching my search, that would be one thing, but Ms. Mitra has written extensively about bootstrapping for her own blog, for Forbes Magazine, and she has written books on the subject which are all over Amazon. Each of these shows up in the results, but all below the link to Twitter.

Historically, Google’s algorithm relies heavily on inbound links to help determine if a page is important and therefore where that page should rank in the results. This is a complex algorithm that Google is constantly tweaking, so by they time you read this, the results for the search I described above may even be different, but the message to take away remains. The priority that Google is giving to Twitter content represents a major change to the way the algorithm has historically worked. For Google to assign such a high priority to Twitter content, it must see Twitter content as being extremely relevant and valuable.

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May 8, 2009

Free ebook: ‘Identity in the Age of Cloud Computing’

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JD LasicaIt surprises me how many people don’t know about the fabulous work being done by the Aspen Institute, the 59-year-old international nonprofit organization that works on environmental and economic concerns. It’s a sort of constantly evolving think tank perfectly suited for the new economy: The Aspen Institute convenes roundtables — in Aspen, Colo., Washington, DC, India, Israel, all around the globe — and generally gathers 25 to 30 experts and thought leaders to tackle important public policy issues. During my last two trips to Aspen I met and spoke with Al Gore and former Secretary of State Madeleine Albright.

I’ve been lucky enough to participate in three such roundtables and to write the following reports, which the institute turns into print books (available for purchase) and makes available as free ebook downloads in the PDF format:

The Mobile Generation: Global Transformations at the Cellular Level, 72 pages, February 2007: a look at the profound changes ahead as a result of the convergence of wireless technologies and the Internet, with an emphasis on how youths use mobile technology (download ebook as PDF).

Civic Engagement on the Move: How Mobile Media Can Serve the Public Good, 110 pages, July 2008: a look at the startling growth in the use of cell phones and other mobile devices and the ways mobile technology can be used to advance the social good (download ebook as PDF).

• And now the just-released Identity in the Age of Cloud Computing: The next-generation Internet’s impact on business, governance and social interaction (image above), 110 pages, May 2009: a look at the next-generation Internet and how it will impact all facets of society.

Download the free ebook (as a PDF). Or see the landing page. (If you came here from Twitter and are interested in the subject, my ID is @jdlasica.)

Aspen Reports now using Creative Commons licenses

I’m happy to report that Charlie Firestone, executive director of the institute’s Communications and Society Program, took up my suggestion and has agreed to release the new report under a Creative Commons Attribution Noncommercial license, the same license I’ve been using for all of my blog posts for years. That means anyone is free to republish excerpts of the report, or the report in its entirely, for noncommercial purposes. (See excerpt below.)

Not only that, but Charlie has agreed:

• to retroactively release my still-timely two earlier reports, Civic Engagement on the Move and The Mobile Generation, under the same CC BY NC license.

• to publish all upcoming Roundtable on Information Technology reports with the CC BY NC license.

• to recommend that all of the institute’s Communications and Society Program publications be published the same way. “I will take it up with the Aspen Director of Communications, and perhaps other reports at the Institute could be published with that license as well,” he tells me.

This, to my mind, is a coup for Creative Commons, given the world-class scholarship and policy proposals that the Aspen Institute is now making freely available for redistribution and remixing.

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April 29, 2009

Web 2.0 investment strategy

Outperform rivals by using Adoption Cycle

Christopher S. RollysonIn the Web 2.0 Adoption Curve, I asserted that executives had a career-defining opportunity to leapfrog competitors by using risk management to manage through the Web 2.0 adoption cycle. The cycle will also feature a backlash against—and investment gap in—Web 2.0 beginning next year.

Here I’ll discuss in more detail how to avoid the downdraft and outperform competitors over the next several years. Web 2.0 will transform organizations and society because it changes how people discover, build and maintain relationships. All organizations need to understand these dynamics, so they can become stronger and more relevant.

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April 18, 2009

Web 2.0 Adoption Curve, 2009-2015

A blueprint for social networking investments

Christopher S. RollysonWeb 2.0 and social networks have gained perceptible mindshare during the first quarter of 2009, and conversations with clients, fellow speakers at conferences and online conversations are clearly showing the reappearance of a familiar adoption curve. Here I’ll discuss the Adoption Curve for Web 2.0 and Social Networks and provide rough milestones, so you can use it to gauge your investments in Web 2.0. You can avoid some of the extremes that the majority of the market will experience.

In addition, I will also show how Web 2.0 provides a rare opportunity to develop competitive advantage ahead of the market.

Having been on the front lines of PricewaterhouseCoopers Consulting’s E-Business Strategy practice during Web 1.0 (the Internet bubble), I am not surprised to see the familiar bubble pattern developing, so this is a rare opportunity to recognize it and produce tremendous value by avoiding some of the mistakes most companies make when adopting disruptive technology.

What I want to draw your attention to is not the disruptive technology itself, but rather the market’s perception of the technology. The Web 1.0 bubble was caused by distorted perceptions of the technology, what it could do, and when it could produce value. Companies’ perceptions of the value it could deliver were unrealistic. However, the Internet has produced fantastic value; it just took longer than most people thought. Therefore, a rare opportunity presents itself: What if executives could understand the Web 2.0 Adoption Curve and make more realistic investments?

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