Glenn Lazarus- Why Your Observability Strategy Needs Security Observability
David Esrati, The Blogzilla Report- Fact, Fiction Fear: The Monster of the Internet Explored
1.
2. QuickTime™ and a
H.264 decompressor
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3. Welcome
TO THE BLOGZILLA REPORT. I’M DAVID
ESRATI, PRESIDENT, CEO, FUTURIST,
CHAIRMAN OF THE BOARD, CHIEF
CREATIVE OFFICER OF THE WORLDS
GREATEST AD AGENCY: THE NEXT
WAVE. I’LL SPEND THE NEXT HOUR
TALKING ABOUT MYSELF AND MY
COMPANY AND HOW GREAT WE ARE.
4. RULE # 1
IT’S NOT ABOUT YOU,
YOUR COMPANY, OR
ABOUT HOW GREAT YOU
ARE.
5. RULE # 2
CUSTOMERS ARE NOW IN
CONTROL.
DO NOT MAKE THEM
MAD [THEY CAN HURT
YOU]
6. WAYS SITE ONLY 3
YOUR ARE
THEREPEOPLE COME TO
• You spendlinks to you. promoting
your url. i.e.awww.sony.com
lot of money
• Someone
• Search
7. Search is critical
• 80% of internet traffic begins at a
search engine. source: Harris Interactive
• 41% of web users use search for simple
navigation, even when they know the url
source: DoubleClick
8.
9. GOOGLE IS ALL THAT
MATTERS 85.7%
NOTE: THESE STATS ARE BIASED BY:
TYPE OF SITE, TYPE OF VIEWER,
TECHNOLOGY USED.
GOOGLE IS CURRENTLY GROWING
FASTER THAN ANY OTHER SEARCH
ENGINE.
10. It’s not a search engine!
• Google is a results engine
• Results come from Cache
• Algorithms predict what they think you want
• 2 types of results: paid and organic
• Page rank changes often
11. Search = Use =
Commerce optimization”= voodoo
• “Search Engine
• How search engines rank
• “Sites” and front doors are now history
14. How to get to #1 in
Google
• Alt tag for the blind
• Google alerts on key phrases
• Search your terms- write about top
posts
• Use Categories smartly
• Update often
15. If you think to do ad
agency hasyour this-
a clue
about howfollowing.
watch the
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17. How to evaluate your current site:
• Go to google, type in: site:yourdomain.tld
• Evaluate results- compare to your
competition
• Can you bookmark every single page?
• Is there an RSS feed?
• Is there a place for your customers to
contribute?
• Do you have webstats? Do you check them?
18. What you have to do:
• Build a site that everyone for search
can use
• Understand and optimize customers
• Create community withyourself
your
• Maintain and update it
• Outsmart yourmoney
competition
• Save a ton of
22. The word “blog” needs to
die a quick death.
It is a website.
Utilizing a sophisticated
Content Management System
(CMS)
23. • Resides on a server running PHP, MySQL,
Apache
• Works best with Firefox
• Requires no other software except a browser
• Allows multiple authors
• Creates legal code automatically (no code to
learn)
• Uses CSS for themes
24. • Is an Open Source, Content Management
System
• It is an actively driven database application
• RSS is included be included
• Community canEngines, everytime you
• It pings Search
post
26. What a good site provides:
• Global TV transmission(podcasts)
(embed video)
• Global newspaper (standard content)
radio broadcast
• Global instantly (rss alerts readers)
• Distributed
• 2-way communication with your audience
(feedback through comments, trackbacks
and tracking through stats)
27. Why is it changing everything?
• Democratizing media
• Low cost entry to global markets
• Exponential social networking
• Information is power
• Bits not atoms
28.
29. THE WEB WILL REPLACE OR
TRANSFORM
NEWSPAPERS TELEVISION MAGAZINES
BROCHURES RADIO DIRECT MAIL MOVIE
THEATERS REGULAR MAIL TELEPHONE
BOOKS TEXTBOOKS LIBRARIES
BOOKSTORES BOOKS SCRAPBOOKS
SHOPPING MUSEUMS ADVERTISING
30. The theory of the Long Tail is that our
culture and economy is increasingly shifting
away from a focus on a relatively small
number of quot;hitsquot; (mainstream products and
markets) at the head of the demand curve
and toward a huge number of niches in the
tail. As the costs of production and
distribution fall, especially online, there is
now less need to lump products and
consumers into one-size-fits-all containers.
31.
32.
33.
34.
35. • There audiences ways to reach
will be limited
mass
• Attention will be earned, or bought
• Personalization will be the norm
• Relationships will be everything
• Trust is implicit
36. Common mistakes
• Static entry page, staticadds motion and
content
• Flash- a language that
sound
• Removing content (or moving it)
• Not updating often
• Navigation (no search)
37. Web 2.0 concepts
• Content is separate from presentation
• Community is key
• Your customers control your brand
• Long tail
38. Either join Communities-
or have your own
• AOL, Yahoo groups, Craigslist
• Wikis, BB’s, NewsGroups
• Social networks: MySpace, Linkedin
• Etiquette
39. Open Source
Code/Lifestyle add to, enhance
• Free to use, modify,
• Manyofdevelopers, working correlates to
for love
• Size community usually
quality
• Becoming a way of life
40. Cluetrain Manifesto Thesis #12:
quot;There are no secrets. The networked market
knows more than companies do about their
own products. And whether the news is good
or bad, they tell everyone.quot;
41. In the end, it’s all about content:
The holy grail of the Internet.
42. Writing for an audience
• Candor
according to Seth Godin:
• Urgency
• Timeliness
• Pithiness
• Controversy
• Utility
43. Promoting your site
• Links
• Comments on others sites
• E-mail signatures
• Online communities
• Traditional media
44. How is your online
health?
• Is the content customer focused?
• Is your content updatedconsistent?
often?
• Is your brand messagestats daily?
• Are you checkingsaying about you?
your
• What are peopleavailable online?
• Are all your ads
45. Is your site the first
place about your to
learn people look
company?
