Posted by: buzzmckenna | July 3, 2008

Glossary of Web Terms

Author: Collected by Mai Nguyen

Aggregator [or Feed Aggregator/Feed Reader/News Reader]

Software or web application which collects syndicated web content into a single location for easy viewing.[1] Examples include Web-based aggregators (eg. Google Reader) and Media aggregators that contain audio or video content.

Blog (Weblog)

An easy publishing tool (eg. website) that allows anyone to publish their comments on a subject. Most blogs promote interactivity by allowing users to subscribe to feeds or link content to other sites. The majority of blog content is text based, but may also include a focus on photographs (photoblog), videos (vlog) or audio (podcast).

Consumer-generated media (CGM) or User-generated Content (UGC)

CGM is content that is created and shared among consumers. Examples include blogs, forums, reviews/rating, public discussions, folksonomies, wikis, social networking, video and photo uploading sites.

Conversion Design

Incorporates business objectives into design with the aim of converting website traffic into prospects or sales. The process of conversion design utilises a combination of information architecture (IA), usability, search engine optimisation (SEO), and internet marketing strategies to improve websites.


Also referred to as ‘collaborative tagging’, ‘social classification’, ‘social indexing’, and ‘social tagging’.[1] Folksonomy involves classifying information, by users of the application, with the addition of personal/shared labels that create categories. It is generally performed by the owner or creator of the information rather than by experts. Examples where tagging occurs include social bookmarking (eg., media (eg. Flickr), mobile (eg. Socialite) and online shopping (eg. Amazon).

Information Architecture (IA)

The set of ideas about how information should be organised to allow a logical and intuitive path for searching and managing information. In website design, IA focuses on ensuring web content reflects the site’s design and navigation scheme. A website with effective IA enables people to navigate and find required information with relative ease.

Interaction design (IxD)

The structure and behaviours of interactive products and services, and user interactions with these products and services.[2] The process involves iterative research with the aim of improving usability and communication between people.


Refers to web application that combines multiple services into a single application.[3] For example, a travel website might include Google Maps to display locations of holiday destinations, information about locations and photos.


A digital audio file made available for download from the internet using an RSS feed. Consumers can download the audio content to their desktop or portable media player (eg.iPod).

Rich Media

Advertising that consists of a combination of graphical and audio technologies to entertain and engage consumers while promoting user interaction. Examples: a movie ad that includes streaming video of the movie trailer or ads that change size when the user’s mouse passes over it.


A family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts in a standardized format. An RSS feed contains either a summary of content from an associated web site or the full text.

Search Engine Friendly (SEF)

Websites that are search engine friendly possess content that are easily accessible by major search engines. Search Engine Optimisation (SEO) is commonly performed to create SEF websites.

Search Engine Marketing (SEM)

The combination of SEO, paid advertising campaigns, and other related techniques to maximise a website’s exposure on the internet.

Search Engine Optimisation (SEO)

The process of making a website rank highly in major search engine results pages (SERP) with the aim of increasing quality visitors to the site. As part of website development and design, SEO generally involves modifications to the source code of a website, ensuring relevant and effective keywords are used.


Social networking sites

A ‘virtual community’ where members can construct an online profile of themselves and interact with other members via various applications. Popular examples include Facebook, MySpace, Bebo and Cyworld.


Website content made available to multiple other sites, feed aggregators or readers. Most commonly, web syndication refers to making content from a site available in order to provide other people with a summary of the website’s recently added content (for example, the latest news or forum posts).


Usability refers to the ease-of-use of a product in achieving user-specified goals. In the context of information technology, both software applications (eg. user-friendly interface) and websites (eg. navigation, content) can be usability tested.

User-centred design (UCD)

A structured design process focused around the needs and specifications of target users. The elements of UCD usability are visibility, accessibility, legibility and language.[1] Usability testing is commonly performed in conjuction with the UCD process.

Unique Selling Proposition (USP) [or Unique Selling Point]

A unique benefit of a product or service that influences a buyer to prefer it over other brands. Advertising campaigns are usually built around a USP as part of the promotional theme. Examples: Red Bull – “Give you wings”, Fedex – “When your package absolutely, positively has to get there overnight”.

Viral Marketing

Also referred to as Online Consumer Word-of-Mouth, Online Consumer Buzz[5]. It is the propagation of branded messages by individuals.

Web 2.0

The second phase of the internet which highlights changes in how the web is used. Initially, people predominantly used the internet for downloading information (Web 1.0). Web 2.0 describes how both uploading and downloading of content is possible, with enhanced information sharing and communication among users. Web 2.0 applications include social networking sites, blogs, wikis and web feeds.

Web Analytics

The process of analysing data associated with the behaviour of visitors to a website. Such metrics include the number of unique visitors, the length of time spent on the site, and keyword searches made to arrive at a site. This knowledge is used to improve the website’s design in order to attract and retain customers.


Web Feed [or News Feed]

A web syndication format that allows people to view headlines of recent updates to selected websites or blogs, by using a single feed reader (aggregator) program. Atom and RSS feeds are two common examples and can be read by a feed aggregator (eg. Google Reader).

Web Syndication

Making content available from a website via web feeds in order to provide readers with a summary of the website’s recently added content.[1] RSS is an example of a web syndication format (web feed), which provides the benefit of viewing updates to websites without the need to check sites individually.


A media file that is broadcasted on the internet. Examples: TV and radio simulcasts, web conferencing, podcasts, video clips.

Web widget

A small program that can be easily put on a website, personalised start page, or blog (eg. link to add as a bookmark). When installed on a computer or mobile phone, it is called a ‘desktop widget’ or ‘mobile widget’ respectively. Some common widgets include weather guides, calendar, and search boxes.


A collaborative website that allows its users to add, delete or modify its content. Examples include Wikipedia, Wikitravel, Wiktionary, Wikibooks.


[1] Source: Wikipedia
[2] Source: Interaction Design Association (IxDA)
[3] Source:

[4] Source:

[5] Source: Nielsen Buzz Metrics


Summary: Kaushik “Analytics Evangelist” at Google says despite Mounds of Data, Marketers Don’t Understand Consumers because they don’t know who they are.


bull rider


Published: May 21, 2008

COLUMBUS, Ohio ( — Avinash Kaushik thinks one of the reasons why so many websites “suck” today is because of the hippo — as in the “highest paid person’s opinion.”

And, yes, you’re likely a hippo — a successful advertising executive, CMO or brand manager, pulling in a six-figure income, often found pontificating about what does and doesn’t work online. You use tried-and-true metrics such as unique visitors and click-through rates to decide on the best design for your landing page or what content is best suited on your product site.

‘Least closest’

Yet, despite your mounds of data, Mr. Kaushik thinks you are the “least closest to the customer.”

It was a blunt indictment, considering Mr. Kaushik offered it during a talk before roughly 200, well, hippos — marketing executives from Procter & Gamble, Victoria’s Secret, Coca-Cola and Timberland — at an invite-only client conference held by Resource Interactive, a Columbus-based digital agency.

Mr. Kaushik is the “analytics evangelist” at Google, a new post created after his one-year consulting gig with the search giant expired. (Mr. Kaushik was previously director of research and analytics at Intuit, the personal-finance software company, and he is also the author of “Web Analytics: An Hour a Day” and web analytics blog Occam’s Razor.)

Mr. Kaushik employed the word “sucks” frequently when he talked about the traditional metrics used for measuring online marketing. And as far as online marketing goes, it sucks too. He likened it to a “faith-based initiative.”

Getting the ‘why’

The point of Mr. Kaushik’s candor is that he wants marketers to start thinking more about the “why.” To get at that, he espoused the use of more online surveys of site visitors to find “segments of discontent.”

He advised marketers to create conversations with consumers using a simple, short and free online survey created by, an online research firm. The survey asks: Who is coming to your website? Why are they there? How are you doing? What do you need to fix?

The surveys “get customers involved in fixing things,” he said.

What analytics means

After his talk, Mr. Kaushik described the day-to-day duties of his job at Google as “giving a lot of talks” to teach people how to make better websites and spreading the word about Google’s seven “analytic tools,” mainly Google Analytics and Ad Optimizer. He noted that anyone from a mom-and-pop business to a Fortune 500 brand can use these tools.

“Google is giving the same tools that, only prior to Google, you had to get at a big advertising agency or digital firm for free.”

When asked to explain in more depth what Google Analytics — and his role as an analytics evangelist — means for digital and traditional advertising agencies, Mr. Kaushik said: “We want to be the company that really lives the spirit of accountable advertising.”

Posted by: buzzmckenna | July 3, 2008

Study Shows Blogging Now ‘Mainstream’ Among Women

In this artcicle:

Sample of women bloggers and publishers says:

* More than one-third of all women in the U.S. aged 18 to 75 read, comment, or write blogs

* Reasons for writing blogs:

* for fun (65%)
* to express themselves (60%)
* to connect with others (40%)
* as a personal diary (34%)
* to give advice or educate (26%).

* Reasons for reading blogs:
* for fun (46%);
* to get information (41%);
* stay up to date on family and friends (36%);
* stay up to date on specific topics (34%);
* connect with others (28%);
* entertainment (26%).

* Also notes on why women bloggers click on ads.

Published: May 28, 2008


Republished here:

According to a recent study by BlogHer and Compass Partners, more than one-third (35%) of all women in the U.S. aged 18 to 75 participate in the blogosphere at least once a week. And that number increases if less-frequent visits are factored in. Of those women who are online any amount of time, 53% read blogs, 37% post comments to blogs and 28% write or update blogs, according to the study.

Key findings
“We can now see that blogging is mainstream,” said Elisa Camahort Page, co-founder and chief operating officer of BlogHer.

BlogHer is an online women’s blogging community, and Compass Partners is a brand strategy and consumer-research consultancy. The study was based on surveys of two sample groups which together included several thousand respondents: one composed of participants in the BlogHer community and the other of online women selected to represent the general population of U.S. women.

If anything, blogs do seem to capture a consistent audience. Of the general population of online women who write blogs, 58% post entries at least weekly — and of those who read blogs, 80% do so at least weekly. But among BlogHer users, 43% of those who write blogs and 89% who read blogs do so daily.

What women bloggers want
However, while blog usage among BlogHer readers and writers is much higher, the study also found that the motivation for blogging (and reading blogs) was similar in both surveys. Of women who said they write blogs, answers from BlogHer respondents and the general population were “nearly identical,” saying they: most often do so for fun (65%); to express themselves (60%); to connect with others (40%); as a personal diary (34%); and to give advice or educate (26%). Women read blogs for fun (46%); to get information (41%); stay up to date on family and friends (36%); stay up to date on specific topics (34%); connect with others (28%); and entertainment (26%).

Ms. Page, and another BlogHer co-founder, Jory Des Jardins, agreed that the last finding is significant for all media.

“I think other media have to be conscious that this is also entertainment. It’s replacing other forms of news gathering, which has newspapers and magazines scared, but it’s also [replacing] all of entertainment, which should have TV and movie [companies] scared,” Ms. Page said.

Among both BlogHer participants and general women consumers, there has been a noticeable shift away from traditional media. Some 24% of the women overall watch less TV, as do 43% of BlogHer users; another 25% and 22% of the general consumers read fewer magazines and newspapers, respectively, as do 31% in each category of BlogHer users.

Interacting with ads
The survey also asked BlogHer readers and writers what appeals to them in online advertising. The results? BlogHer publishers were much more likely (40%) to click on an ad vs. BlogHer readers (29%). Still, their reasons for doing so were almost exactly the same: to learn more about a product or service (79% writers/81% readers), to get a free product or service (52%/48%), to get a discount on a product or service (49%/52%) and because the brand advertised was one they knew and trusted (46%/48%).

Demographically, BlogHer users are fairly similar to average online women, although they skew much higher in the 25- to 41-year-old Gen X range, with 68% of the BlogHer users in that age range vs. 42% of overall women.

With so many similarities, the BlogHer co-founders said they believe their user population is a harbinger of online women’s habits and preferences in general. “We are almost a beacon of what’s to come,” Ms. Des Jardins said.

Posted by: goyoav | June 27, 2008

Take 5

Hi all,

Today it’s a Freestyle Friday Think/g. There is no one big thing, but 5 small cool things that I saw in the past few weeks:

Let’s kick off with this contextual targeting ad. Contextual Advertising (or: content-targeted advertising) means that an advertisement is shown on a web site that is “in context” to a company’s specific product or service.

You probably heard about the severed feet that washed ashore on a Canadian island. Now read again the Contextual Advertising definition above and click the link.

The second thing is an ad that our talented Andrew Broughton sent me. It’s for the Alzheimer’s Association. As Andrew mentioned in his email, this banner ad uses a simple abstract function to represent its message, clear, minimum amount of type.

The third one is something that I didn’t see yet. It’s called Right-Click-Ad. The idea is to brand and own the ‘right click menu’. Check it out (and click the right click)

The fourth – I’d just love those ads that ‘talk’ to each other – moving content from one ad to the other.

And fifth, a ‘LOL!’ viral video ad for Budweiser that Chloe sent me. The Swear Jar. The video received almost 3,000,000 views. Enjoy.

And enjoy your weekend.


Posted by: goyoav | June 20, 2008


Hi all, it’s Friday Thing/k.

This week is Cannes Lions 2008 week. It’s the international advertising festival. The Oscar of advertising.

The following campaign that I’d like to share with you won last Monday the Gold Lion for Best Use of Digital Media.

It’s such a powerful campaign in my opinion due to its objectives and its use of the fundamental internet strength – the fact that Internet is always “online”, 24/7. It’s also emphasis the fact that the Internet’s importance today is stronger than ever.

And here is the story.

On July 12th 2006, two Israelis were abducted by the Hezbollah. Since their kidnapping no news about them has been received. To keep their issue a top priority on the public’s and the government’s agenda, the digital agency, Y&R Interactive, knew they had to create an impact no one could stay indifferent to. They decided to launch a campaign that has never been attempted before and engage the country in a whole new way.

Precisely one year after the kidnap, Y&R Interactive invited every major site to stop their activity for five minutes and place a message: “The soldiers cannot be found”. This is a variation of “The Page cannot be found” message appearing when loading an inactive website.

On July 12th 2007, at 09:05 the internet stopped.

All the top 400 Israeli sites answered the call and posted the message. Hundreds more joined the campaign and spontaneously posted the message, using their own designs. Even Google found it important to address the subject.
The impact was so powerful even Israeli television networks and radio stations decided to stop their broadcast, in solidarity.

The campaign received amazing coverage worth millions in free press. The buzz was huge: 65% of the Israeli population was either directly exposed to the action or had heard about it.

That’s an impact. That’s the internet.

Have a good day & weekend,

Posted by: goyoav | June 13, 2008

Coke Tags Social Media


Hi all, it’s Friday Thing/k.


This one sent to me by Chloe (Thanks!).


Coca-Cola (like many other marketers) wants to be at the (digital) front. And they want (like many other marketers) to reach their consumers that – as you know – are increasingly spending time online. And, they want (like many other marketers) to do – if I may put it in my words – some of this ‘Facebook thingy’.


With that brief / wish on mind, an advertising technology company called Linkstorm developed for Coca-Cola the CokeTag.




A CokeTag is a personal, customizable widget for individuals, bands, bloggers, artists, and companies to share links to content they want to promote and drive traffic to anywhere on the Web.


One of the first uses of a CokeTag will be to promote the we8 recording artists. we8 is an artistic and cultural exchange, uniting eight of China’s most exciting artists and design firms with eight of the West’s most progressive musicians to design a vision and soundtrack that celebrates the infinite possibilities that await when the doors are flung open from East to West. The we8 program is being launched as part of The Coca-Cola Company’s 2008 Bejing Olympic Games marketing activities.




It Includes a self-service editor that puts the creator in control of the CokeTag content and skin.


Every CokeTag packs several levels of easily navigated, expandable menus in a stylized, compact design that allow visitors to instantly navigate to specific content that they are interested in and want to see more about.


The built-in click tracker lets creators know every time someone looks at their CokeTag and which links they visited. This data is only viewable to the creator of the CokeTag



Initially built for Facebook, the plan is to allow for a CokeTag to live beyond those walls and will soon be available across OpenSocial sites (i.e. MySpace, Bebo, etc.) and eventually to the greater Internet on Blogging platforms and elsewshere.


Coke…What do you think? do you have a room for another (branded) application?

[Source: Coca-Cola press release, June 6, 2008]


This time the “Pardon my French, but it’s F***ing brilliant” section is related to previous part: Widgets Distribution.One of the challenges with widgets is how you actually distribute a widget when the viral factor (i.e. its ‘coolness’ that make users forward it) doesn’t do the work itself.  The creators of Horton Hears a Who Widget (Trailers’ widget) used a banner campaign to distribute it. Have a look (and a click)


Have a good day & weekend,








Hi all,

It’s Friday Thing/k and once again it’s about offering a service, not (just) an ad.

3 weeks ago I wrote about Crocks’ Cities by Foot site and this time it’s SOTKA.

Sotka is an established Finnish furniture company that was well-known among older target groups BUT wanted to reach out to younger segments, an audience with whom it lacked appeal.

One special target group was identified as “first-time movers,” including people leaving their homes for university. Its idea was to create a community called “Muuttajat” (“Movers”) in the largest youth site in Finland, The community became an invaluable source of information about moving, covering topics such as how to change your address and contents insurance. Users could also leave ads for apartments, roommates and general housing-themed bulletins.

The community aspect was enhanced by encouraging users to chat with each other and share their moving experiences. As young people are smart and critical of traditional marketing, Sotka’s presence was actually low-key, putting emphasis on being a useful service to increase brand goodwill without being intrusive reports that more than 10,000 users signed up during the first few weeks of the community.

Several hundred ads searching for and offering apartments were posted and almost a thousand moving stories were shared. The project was deemed such a success that it has been scheduled to run at least to the end of 2009.

And before clicking the delete button, today in our section Pardon my French, but it’s F***ing brilliant”: Find out how Levi’s grabbed consumers (and nearly 3.5 million views) by the seat of their pants with its recent viral video campaign. As a boy, I can’t look at it, it hurts… 🙂

(Sources:, Cream Magazine & iMedia Connection)

Enjoy you (long) weekend,






Posted by: goyoav | May 30, 2008

Sony’s (Blogging) Lesson

Hi all,


It’s a late Friday Thing/k. And this time it’s blog-ish. 

And because it’s the first time in a blog format, I thought to bring a blog-advertising story. A bad one (“how not to do it” one).


More than a year ago Sony and agency Zipatoni have come under fire for one of their marketing tactics for the Sony PSP. Sony has added its name to a growing list of flogs (=fake blogs) that are being called out by consumers.


(Actually, it wasn’t the first time Sony has been caught and questioned about the ethics of its marketing practices: back in 2005, the brand came under fire for a graffiti tactic that was used as a disguise for its. Neighborhoods spoke out against the company for using what some consider vandalism to sell a product and graffiti artists cried foul for “duping” people passing by.)


This time the wrath comes from a blog titled (which has apparently been taken down by Sony) that featured two guys trying to spread the word about convincing family members to get one of them a PSP for Christmas.

Except the whole thing wasn’t really a blog – a fact revealed by cyber sleuths who looked up the domain’s registration file. It was all just an advertising ploy. Once this news broke, it only took a matter of hours for the word to spread and the rapid fire comments and responses began.


One thing Sony probably did NOT expect was the amount of active bashing of the brand (and the site) that has virally spread over every gaming site and marketing blog out there.


Top gaming site Penny Arcade had this to say, “The reality is that no agency can create viral marketing, this is the sole domain of the consumer. Viral marketing is what happens when a campaign works – when we allow their message to travel via our own super efficient conduits”.


And that was Sony’s lesson. The Internet empowers us, the consumers, and places the control in our hands. Like.No.Other. medium before.


And before you click-away, check our new section (and pls tell me: can you open the link at all?) – “Pardon my French, but it’s F***ing brilliant”: This banner ad is from the UK. And it is still about the Indiana Jones fever.


Enjoy your weekend,



(Sources: and

Posted by: buzzmckenna | May 28, 2008

Telstra’s 3D hologram party trick

it has the look and feel of being in the same room together

May 27, 2008 – 1:47PM
From the SMH

Forget conference calls or video crosses – beaming your hologram interstate for a live chat is closer to becoming a reality.

In what Telstra says is a national first, the telco today beamed a mobile three dimensional image of its chief technology officer, Hugh Bradlow, from Melbourne to Adelaide to give a live business presentation.

“In Melbourne, we have a high definition video camera which is filming me as I stand here,” Dr Bradlow told journalists.

“That signal is being taped across the network and the far end is using a very smart optical projection system to create a holograph, or my virtual presence, in Adelaide.”

Dr Bradlow could see who he was talking to in Adelaide via a big, flat panel screen, allowing the real time interaction.

“It has the look and feel of being in the same room together,” he said…

Whole article here

Posted by: jamesduthie1 | May 27, 2008

The digital marketing controversy of the year

A digital marketing storm erupted last week after industry heavy weight Lyndon Antcliff went public with a controversial linkbait project that pushed all the boundaries. Lyndon published a story for a client that told the tale of a group of 13 years that stole their dad’s credit card and racked up a $30,000 debt on expenses including Xbox and hookers. The story was immesely popular in social media outlets such as Digg and attracted hundreds of thousands of hits and thousands of inbound links. The story was also picked up within commercial newspapers and Fox News. The only problem… the story was a complete fabrication.

This raised the issue of ethics in the digital marketing industry. Many argued that it was unethical to publish a fake article with commercial intentions (building traffic and inbound links). To see how the debate unfolded visit the link below.

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