Tuesday, August 11, 2009

"It would be a great mistake to confine your imagination to the way things have always been done. In fact, it would consign you to the mediocrity of the marketplace." Harold Geneen

"The moment a person forms a theory his imagination sees in every object only the traits which favor that theory." Thomas Jefferson

"I dream for a living." Steven Spielberg

Today's image: If The Key Fits by pareeerica. Beautiful. Thank you for sharing.

Again, chasing those three tenets of new media for broadcasters. Ensure your assets are digital, discoverable and ready to share.

Today, we'll unpack discoverable.

Like it or don't Google is your home page (as previously suggested). Increasingly, your home page is becoming less relevant. Attention must be focused on making each web page stand out and stand alone. This is a shift in the conventional strategy, from optimization of the home page to the landing page.

Incoming! Analytics are your friend, they are very important to you. No matter what you are now running, please do add Google Analytics to your mix. Using this blog as an example, a consistent 50% of traffic is being directed via search engine to a specific post, rather than the main page. This seems to be, generally, a good representative average provided the available evidence including the metrics of our clients worldwide. Your mileage may vary - so do check it. Now, back to the countdown. Google is driving the largest share of SE traffic to this blog, followed by (a distant second) Yahoo!, then google.co.uk, blogsearch.google.com, google.ca, google.com.au, google.co.in, google.nl, google.fr, well, all those other Googles, you get the idea. To be fair, search.aol.com, bing.com and others do direct traffic this way but they are, at present, driving combined contributions that register a single digit percentage in total SE referrals. Now, and in the near future, it's safe to wager we are playing a game of Google.

So Google your brand. Google your talent. Google your key attributes. Google those words and combination of words that are important to you. Start with "I'm Feeling Lucky" and only then move to the SERP. Then, only the first page counts. Study. Take notes. Take action to improve your performance. Test, test, test. Measure. When "Lucky" produces your pages, you win (in that moment). Please do remember, the equation is dynamic. This is some new form of chess we are all playing and what it clearly is not is any simple game of checkers. In the brave new world of real-time, walk away time is collapsing. As a practical matter, incumbency is meaningless.

As the gifted Count Basie said "One more once."

It's not a game of getting better but one of getting different. The key for broadcasters, those in search of the most effective solution set, is to focus less on the numerator and more on the denominator. Game on.

Misc data: Month after month, the number one most-viewed page on this blog continues to be the amazing original writing of 2004 by the brilliant Bob Henabery, my creative godfather and mentor. Bob writes about media legends Bill Drake and Rick Sklar...Top 40, The Fox and the Hedgehog, it's a great read, here. The second most-viewed is my 2004 update of an earlier monograph on leadership, A Great General Manager, here.

Sidebar: Following Brent D Payne, SEO of Tribune, on Twitter I noticed his tweet about his new boss. Brent had been reporting to the CTO, and tweeted that his new boss was Trib's COO. When I asked him about it he said via email "It was mainly done to focus me more on monetization an (sic) product versus technical changes to the CMS." My take is this is one very savvy move. Tribune groks the notion, the true business value of search. My congrats to Brent who is doing a wonderful job for team Trib. They are lucky to have him and would be wise to ensure his continued contribution. Closed circuit to Randy: lock in this gentleman and thank me later.

Congrats and cheers: Regular readers of this humble blog are aware of my great love for FriendFeed. It remains my feeling that FriendFeed is one of the great killer apps in social media. It's not only a killer app but it is, as well, a wonderful community of folk like no other. While many in the community are suggesting that FriendFeed being acquired by Facebook will be the end of an era, my thought is we're gonna be just fine thank you very much. Facebook will be better as will FriendFeed. That's my story and I'm sticking to it until proven wrong. Congrats, cheers, bravos and kudos to the FriendFeed and Facebook gangs. Here's hoping you guys knock the cover clean off the ball.

Extra credit: The Flow Past Web: even better than the RealTime thing, here.

Bonus: Steven Wright killed on Letterman last night. He threw a bunch of classic stuff including...A lot of people are afraid of heights. Not me, I'm afraid of widths. - Enjoy, pages of some of his best, here.

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