CGM

A Tale of Two Companies

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We’ve been talking about why it’s important to think of search engine optimization /search engine marketing (SEO/M) and Web 2.0 not as the be-all and end-all of your communications universe but as key ingredients in a complete, balanced diet. Of course what we mean when we say “Web 2.0” breaks out into three areas:

  • Rich Internet applications (RIA) including AJAX and Flash
  • Broadcast media such as streaming, RSS and mobile SMS
  • Consumer-generated media (CGM) like consumer reviews, wiikis, blogs and participation in forums
All of us who post on just about any business-focused blog want to talk about best practices, but today is show-and-tell: I’m going to show you how two companies approached this in different ways and how that has led to divergent results. Continue reading

“Hey, 2.0”: It’s STILL about reaching, connecting with and persuading people.

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My musical tastes flash across the spectrum from heart-rendingly beautiful symphonic movie soundtracks to some of the most deliciously vicious hard rock ever recorded, but somewhere in the median is a sultry, radio-friendly-yet-cult-favorite tune by Steely Dan entitled Hey Nineteen. And that’s as good a starting point as any from which today’s ravings about some of the madness inside the “2.0” methodology may flow.

If you thought I came here to unite us all around a starry-eyed vision of the wonders of search engine optimization/marketing (SEO/SEM), Web2.0, PR2.0 and whichever 2.0 buzzwords we can dream up tomorrow…oh, wait, the categories in our editing pulldown menus here on the staging site now include “Web3.0″…you’re half right. Continue reading