One of the notable innovations that Murdoch brought to the table was the use of business intelligence (BI). I had read the case study for the State Farm Insurance advertising campaign late in 2008 and was astonished at their 7 step sales funnel process that captured member behaviors and qualified each member through each step, and only when the member was fully qualified as a lead did the system expose a State Farm logo. The study showed such obscure behavioral patterns that seemed to have nothing to do with insurance, but instead focused on establishing 7 completely different sets of relationships between member clicks and needs. If you are not familiar with BI, one of the most famous (and simple) examples I can think of is eBay’s “people that have bought this item have also bought this item”. MySpace represents the culmination of how to monetize SMS sites.
YouTube is one of the best-known sites today and contains massive amounts of video files. Video takes up a huge amount of server space and money to maintain the infrastructure to handle the addition of servers and bandwidth (available connection speed) as the content grows. It was interesting to watch the YouTube allow people to illegally post copyrighted material on their site after Napster had just been sued for the same thing. They have since put safeguards in place to protect themselves against members uploading copyrighted material, but they continue to have problems with intellectual property owners finding their media published on YouTube by someone else. They made a much better move when they copied the commenting and membership features associated with social networking sites. Now YouTube has a sense of community built in, and their implementation is truly unique. You can post your informational and promotional videos on YouTube and display them from your website(s) with your own branding.
It is very interesting to watch a new idea be adopted by others and then claim it as their own. Take the case of Twitter, with their posting technology that allows you to post short notes of 140 characters or less to your profile. FaceBook copied this idea and called it “posting to your wall”. LinkedIn and others have also adopted similar implementations of the Twitter idea in terms of “what are you doing now?” – many see this Twitter idea as a newer version of the older “journals” idea, but Twitters implementation is truly unique.
I could go on and on about these social networking and social media sites, but the point is that there are so many out there (2000+) and the list grows every day. Using these sites to effectively promote your business requires a different skill set for each and requires a significant investment of time. We will discuss the syndication strategies and approaches that provide the most effect with the least time.
From Teo's book:
Social Media Marketing and Syndication
The Evolution of Advertising
Copyright 2009 GLI Publishing
All rights reserved
Edition 1.0 eBook
ISBN: 978-1-61623-440-9
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