MrWeb2 says:

The Community Hyper Vertical is designed to be integrated into existing sites with an existing user base and methods for attracting traffic and new users

With this in mind - there are a number of strategies for creating cross flow traffic between the original site and Community Hyper Vertical

These strategies are included as part of the product - they require some intelligent administration but are very simple to implement and will help bring community users back to the revenue models of the orginal site and vice versa

03 Feb 2007 - 10:16 Melbourne

MrWeb2 says:

The more effort that is put into cross linking the two environments (eg. the original search / browse and (or) transaction based interface and the Web2.0 interface) the better cross traffic flow will be as well as creating a good user experience

Needless to say traffic flow and a good user experience creates a context rich environment for advertisers

03 Feb 2007 - 11:15 Melbourne

MrWeb2 says:

Sports Illustrated recently acquired Web2.0, primarily blog, site FanNation.com - they will funnel traffic from SportsIllustrated.com into the FanNation.com and cross syndicate content in order to facilitate traffic flow between the two properties

This will also provide a much richer experience for users

See more details of the Sports Illustrated Group's acquistion by clicking on the link below

venturelogic.mymedia.net.au/

04 Feb 2007 - 09:27 Melbourne

MrWeb2 says:

"SearchMash lets you search the internet in new ways. It is constantly evolving as we come up with ideas and figure out what works and what doesn't."

"You can see other types of results, such as images and blogs, in the blocks to the right of the standard web results. Expand a block by clicking on its title. "

[Source: SearchMash.com]





SearchMash differentiates the results from webpages from those results from image, video, blog and wiki sites.

This will provide a more finite access point to Web2.0 content - so if you have a rich Web2.0 environment this will help draw users to your specific content

04 Feb 2007 - 10:03 Melbourne

MrWeb2 says:

The CHV is meant to expose information to the web unlike the traditional walled garden approach - this means that due to the way information is classified on the CHV search engine technology is far better utilized

04 Feb 2007 - 11:13 Melbourne

MrWeb2 says:

"Where's The Fire from Technorati"

Blog search engine Technorati this week launched "Where's the Fire," a wiki-like tool that allows users to explain the backstory of Internet discussions and phenomena, and vote for the best explanations.

[Source: MediaPost.com]

Publishers can encourage users to popularize their content by placing links to WTF and Digg at the bottom of their posts - anything from forums, to blogs, to videos can be popularized

By encouraging users to support your content in this manner a great deal of traffic with a higher propensity to interact with it can be attracted

*Note - not all content lends itself to this type of promotion

05 Feb 2007 - 15:46 Melbourne

MrWeb2 says:

The below is a video about driving traffic to the CHV - it involves understanding how to create interfaces which draw users to the community offerings in the CHV

06 Feb 2007 - 09:32 Melbourne

MrWeb2 says:

Here is another great way to drive traffic back to your site or CHV - post videos on YouTube which have a specific appeal - you should tag and describe them well and then people who view them can be directed back to your website

07 Feb 2007 - 09:14 Melbourne

MrWeb2 says:

Justification for integration into parent site

- Cross linking will help to create traffic flow in between the web assets

- This is important because the publisher has made an investment in many cases a very significant investment in the parent site and by associated a CHV the publisher protects this investment and cost of retaining position

- By linking each site logically there is a much richer content and interactive proposition for users
Each area has a defined personality which compliments the other

- By linking the sites, the publisher will create more page impressions, longer sessions times, higher page duration, a much better / differentiated proposition to advertisers as well as extended advertising products (inc Web2.0 and RSS)

- If the sites are linked and the flow that is created is of a high quality, the publisher will highly differentiate itself from its competitors

- Aggregate page impressions will help the publisher move higher in the traffic rankings (eg. HitWise and Nielsen – although not a measure of quality of offering these metrics often effect price of ad real estate)

- A much needed PR opportunity – “Publisher X leads in Classified Web2.0”

- CHV can also be used to show the market that the specific publisher can innovate

08 Feb 2007 - 16:53 Melbourne

MrWeb2 says:

By posting to specific blogs or forums and or creating one off sites for events these companies have used Web2.0 to achieve specific outcomes

09 Feb 2007 - 09:01 Melbourne

MrWeb2 says:

Hammer & Coop Mini Promotion - Website with TV show like videos for Mini


The problem with the Hammer & Coop approach is that even though it is innovative and very interactive you must get traffic to the promotion site

The URL does not have any of the keywords which would be logical to find such a promotion by searching and the site probably does not have enough content to even be indexed so a major keyword purchase would be required as well as graphic banners on major car sites or automotive enthusiast aggregator sites

With this in mind:

- I would have also put excerpts of the videos on YouTube to attract people to the main site
- I probably would have looked to get these videos hosted by a major automotive news site like Jalopnik or Edmunds
- You would think a keyword purchase would be in order
- As well as graphic banners on autosites
- Depending on budget I might also consider print and TV versions of the videos as well

In order to maximize the benefit of the campaign in terms of brand impressions translating to sales

21 Feb 2007 - 11:48 Melbourne

MrWeb2 says:

AutoCult is a Web2.0 interface designed specifically to enhance the auto context of Trading Post - AutoCult has been very thorougly back linked to Trading Post so it reinforces the primary revenue model and also extends on banner advertising revenue from the Trading Post by giving advertisers a chance to engage with users

Over time Trading Post will use ever more sophisticated means to channel traffic to AutoCult which go beyond the simple use of banners

21 Feb 2007 - 16:59 Melbourne

MrWeb2 says:

Sponsors And TV Shows Get Lift From Online Viewership
by Laurie Petersen, Wednesday, Feb 28, 2007 6:00 AM ET
CONSUMERS WHO WATCH TV SHOWS on network Web sites tend to have a high opinion of the sponsoring brands and a stronger tie with the program than those who watch on TV alone.


So sponsorship of the broadband versions of shows such as ABC.com's "Desperate Housewives" and "Grey's Anatomy" is paying off for both the networks and advertisers such as Verizon and Tropicana, a new study from Knowledge Networks suggests.

In fact, nearly 49% of TV network Web site viewers say that sponsorship of the streaming or download of an episode would increase their consideration of the sponsoring brand, according to the study, titled "How People Use TV's Web Connections."

Users of streaming or downloaded network video also are significantly more likely than Internet users overall (30% versus 22%) to buy from companies that advertise on their favorite programs, the study found.

"We found that, for the most part, features on network and program Web sites are building equity with program viewers, for both the TV networks and their advertisers," said David Tice, vice president, custom research at Knowledge Networks/SRI and director of The Home Technology Monitor. "There is much room to grow this crossover TV-Web audience."

In addition to the boost for marketers, the report found that TV networks also derive benefits from their sponsorships.

[Source: MediaPost.com]

01 Mar 2007 - 10:05 Melbourne

MrWeb2 says:

With 'Here's to Beer,' Anheuser-Busch Goes Social
by Shankar Gupta, Friday, Mar 2, 2007 6:00 AM ET
ANHEUSER-BUSCH JOINS THE BUMPER CROP of brands moving into social media with A-B's "Here's to Beer" campaign currently being promoted on the niche social networking startup MingleNow.com.


A-B opted to partner with a new player in the space rather than launch its own offering or go with a giant like MySpace or Facebook.

Just a few of the brands that in the last year have unveiled social networking tools are MTV Network's Nickelodeon, which launched a virtual world and social network dubbed "Nicktropolis" in January, and Disney.com, which also introduced its social networking tool in January. In October, Wal-Mart shut down its ill-fated experiment with social networking, dubbed "The Hub."

The Anheuser-Busch effort differs on a few fronts. The company partnered with a startup so it could be integrated during the development process. The only brand appearing directly on the site is "Here's to Beer," a beer industry promotion that A-B is sponsoring exclusively. The promotion invites visitors to post pictures of "clinks"--friends toasting with beer bottles or mugs. MingleNow.com only recently began offering photo-sharing.

[Source: MediaPost.com]

Note: It's interesting that AB chose to partner with a start-up

04 Mar 2007 - 11:01 Melbourne

MrWeb2 says:

MTV Adds User-Generated Category To MTV Movie Awards
by Gavin O'Malley, Tuesday, Mar 13, 2007 6:00 AM ET
MTV AND YAHOO, ALONG WITH Mark Burnett Productions, are teaming up to add user-generated, interactive layers to this year's MTV Movie Awards.


On April 23, Yahoo Movies plans to launch a microsite where aspiring filmmakers can submit original movie shorts parodying films from the past year for consideration in a new user-generated category, "Best Movie Spoof." The winner will then be announced during MTV's live June 3 broadcast, which Mark Burnett is producing.

"The ability to create and interact with user-generated content is so important to today's audience that this show simply had to include UGC as a major element in the creative experience," said Mark Burnett.

In addition to the movie spoof award, MTV, Yahoo and Burnett are developing a section on the site where viewers can comment on the user-generated submissions, as well as post photos and videos. Content from the site will then be integrated into the live broadcast on a "World Wide Web Wall."

MTV and Yahoo are betting on the user-generated content to boost traffic to their sites.

Last year, Music Award-related traffic to MTV surpassed 2 million streams--up over 50% from the year before.

On the "MTV Movie Awards on Yahoo" site, each award category will be featured and fans can then vote on MTV.com for their favorites in MTV's categories including "Best Kiss" and "Best Villain." Also, as MTV announces nominees and performers, fans can look to Yahoo Movies for the news.

[Source: MediaPost.com]

14 Mar 2007 - 11:47 Melbourne

MrWeb2 says:

Jeep Sets Off On Patriot Adventure For New SUV
by Karl Greenberg, Wednesday, Mar 14, 2007 6:00 AM ET
JEEP IS LAUNCHING AN INTEGRATED ad campaign for its newest compact SUV, Patriot, aiming to lure younger consumers with an interactive video series, "Choose Your Adventure."


The campaign, using the same characters in traditional ads as it does in the online videos, lets consumers create and participate in the Web video adventure story about a treasure hunt and learn about Patriot in the process.

Spend wasn't divulged, but Jay Kuhnie, director of Jeep communications, says the campaign reflects an increase in Internet spend.

"The media split right now is about 55% in TV, which is down significantly from where we have been," he says. "It's 22 to 25% on Internet, which is 10% higher than what would be normal if you averaged all Jeep spending on the Web."

The Patriot is now the seventh vehicle in Jeep's lineup, and the fourth new vehicle for the Chrysler Group division in the last eight months. "It rounds out our family," says Kuhnie, who adds that Patriot, priced at $14,500, will address the low end of the marketplace.

He says the target audience is male, 22-30, with single income between $25,000 and $45,000. "Because they are young people now entering a new life stage, we think Patriot will attract both a male and also a female audience--individual young people who have just gotten out of school, maybe i

15 Mar 2007 - 09:47 Melbourne

MrWeb2 says:

Search To Drive TV Viewership
by Shankar Gupta, Tuesday, Mar 20, 2007 6:00 AM ET
HOLLYWOOD, CA--MEDIA COMPANIES ARE INCREASINGLY using social media and search to drive viewership of their movies and TV content, according to panelists at the OMMA conference on Monday.


Tim Farish, vice president of media for NBC Entertainment, said his company is using search and social media to drive word-of-mouth for shows like "Heroes."

"In the TV world, we've found that WOM is critical in the entertainment business. If people are talking about our shows, it has such an effect on ratings," Farish said.

"Our product is free for one specific hour a week," he says. "Not only do we need to invent interest, but we need to have that magical thing where someone's interested in watching at that exact time."

[Source: MediaPost.com]

21 Mar 2007 - 11:44 Melbourne

MrWeb2 says:

ESPN Acquires NASCAR Fan Site Jayski.com
by Gavin O'Malley, Tuesday, Apr 3, 2007 6:00 AM ET
CONTINUING TO BROADEN ITS WEB reach through acquisition, ESPN has acquired NASCAR fan site Jayski.com, founded in 1996 by Jay Adamczyk.


With top NASCAR crew chiefs, drivers and owners among its regular visitors, Jayski has positioned itself as a solid resource for super-fans, according to John Kosner, senior vice president and general manager of ESPN New Media.

"Jayski.com is, day-in and day-out, one of the most distinctive, authoritative voices for NASCAR fans online," Kosner said. "Jay's fan perspective informs everything he writes."

Adamczyk will continue to operate the site independent from ESPN. It will also feature prominently on ESPN's recently revamped NASCAR editorial section.

Jayski.com's relationship with ESPN extends back to 2004, when ESPN began hosting the site. Now, Adamczyk and partner Mark Garrow will serve as contributors for NASCAR coverage across all ESPN media--including on-air, online and radio and podcasting.

Speaking of the acquisition, Adamczyk said: "We'll have the resources to grow Jayski.com to serve NASCAR fans even better than it already does." Terms were not disclosed.

Jayski.com features some 1,500 pages of content on the NASCAR Nextel Cup, the Busch Series and Truck Series. Some popular features of the site include Jayski's NASCAR News and Rumors, Team Pages and th

04 Apr 2007 - 10:12 Melbourne

MrWeb2 says:

ESPN Acquires NASCAR Fan Site Jayski.com
by Gavin O'Malley, Tuesday, Apr 3, 2007 6:00 AM ET
CONTINUING TO BROADEN ITS WEB reach through acquisition, ESPN has acquired NASCAR fan site Jayski.com, founded in 1996 by Jay Adamczyk.


With top NASCAR crew chiefs, drivers and owners among its regular visitors, Jayski has positioned itself as a solid resource for super-fans, according to John Kosner, senior vice president and general manager of ESPN New Media.

"Jayski.com is, day-in and day-out, one of the most distinctive, authoritative voices for NASCAR fans online," Kosner said. "Jay's fan perspective informs everything he writes."

Adamczyk will continue to operate the site independent from ESPN. It will also feature prominently on ESPN's recently revamped NASCAR editorial section.

Jayski.com's relationship with ESPN extends back to 2004, when ESPN began hosting the site. Now, Adamczyk and partner Mark Garrow will serve as contributors for NASCAR coverage across all ESPN media--including on-air, online and radio and podcasting.

Speaking of the acquisition, Adamczyk said: "We'll have the resources to grow Jayski.com to serve NASCAR fans even better than it already does." Terms were not disclosed.

Jayski.com features some 1,500 pages of content on the NASCAR Nextel Cup, the Busch Series and Truck Series. Some popular features of the site include Jayski's NASCAR News and Rumors, Team Pages and the Jayski Paint Scheme section.

Recognizing the threat posed by upstart bloggers and mainstream rivals, ESPN earlier this year also bought TrueHoop.com, a popular sports blog covering the NBA, and signed TrueHoop's founder Henry Abbott as an NBA expert.

One of ESPN.com's mainstream rivals is Sports Illustrated's SI.com, which is itself attempting to grow through site extensions and acquisitions. Last fall, SI launched a customizable desktop application for super-fans named MySI.com.

[Source: MediaPost.com]

04 Apr 2007 - 10:12 Melbourne

MrWeb2 says:  

Vlog Becomes Icon For Honesty In New Campaign For SoyJoy Nutrition Bars
by Laurie Petersen, Friday, Apr 6, 2007 6:00 AM ET
PHARMAVITE BREAKS A CAMPAIGN MONDAY for its new SoyJoy nutrition bars using two TV spots that feature individual women speaking to the camera appearing as if they are in a videoblog to capture the snack bar's positioning as true and honest real food with the theme "Real Is Revolutionary."


"This is real food being launched into a category filled with candy bars masquerading as nutrition bars," said David Smith, senior vice president and creative director at RPA, the Santa Monica, Calif.-based agency that created the effort. "Because the Internet is where consumers are turning to find the truth behind the marketing, we've used that world as a reference point for all of our advertising."

All television, print and online advertising for the $30 million marketing effort supporting the product leads back to the Web.

[Source: MediaPost.com]




Since these are not really VLOGs is this a FLOG?

07 Apr 2007 - 12:02 Melbourne

MrWeb2 says:

Nothing like the mix of TV and web to push traffic into the web based interfaces - this works well with print too and having an existing web site and adding community to it is a great strategy to engage users and deliver higher sessions times and more contextual page impressions

16 May 2007 - 15:50 Melbourne