LevelTen In-Site Blog
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Archive for May, 2005

May 24th, 2005
Posted by Tom at 12:32 pm

How do you get ink, online or traditional, on your corporate news? Dave Lieber, columnist for the Fort Worth Star Telegram, says, “make sure it’s a good story”.

Press Release writing 101 teaches us to write about the who, where, why and what of a story. Make sure your news also includes all the elements for a good short story, Mr. Lieber promotes.

Dave Lieber was our guest speaker at the Dallas/Ft. Worth Search Engine Marketing Association last night. He was certainly one of the more engaging speakers we have had over the last year; scoring high in both content and delivery.

With 30 years of experience in newspapers, Dave is a self-proclaimed member of the old school of traditional journalism, a proponent of good old fashion stair climbing to get a story. Mr. Lieber is also a pioneering adopter of online technology dating back to the early days of the Web. This gives him a relatively unique prospective on the newspaper journalism state-of-the-art.

Through all the changes in news distribution from the Gutenburg press to RSS feeds one thing has remained constant, the human heart. Write to tug at the heart and you greatly increase the chance of getting ink.

From Shakespeare to Sienfield the process of spinning a good story has been honed to a fine art, yet the basics boil down to what we learned in 11th grade English, “Stories have a beginning, middle and an end. Conflict, climax and resolution. A protagonist and antagonist.” shares Dave.

Most press releases are written from the company’s point of view. Yet like all media, online or traditional, the key is to be customer centric. Write around the interest of your readers by making a good hero with a good story. Get you message across with tales of a hero everybody can cheer for.

In addition to his column for the Fort Worth Star Telegram, Dave speaks regularly to organizations and charity groups for free. For more information visit Dave Lieber’s Bio.

Category: Internet Marketing, Dallas Business

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May 23rd, 2005
Posted by Roger at 2:38 pm

Yahoo has been steadily gaining on its former partner, Google, since they separated in 2002. In 2001, Yahoo accepted a proposal from Overture for a partnership in online advertising, in 2002 they purchased a faltering company named Inktomi for their search technology, which they subsequently re-wrote and is considered to be on equal paring with the Google engine. This with the increasing popularity of Yahoo services (personals, the new music engine, auto sales, among others) could eventually threaten Google’s dominance as the defacto portal on the Net.

Do you agree?

http://www.nationalledger.com

http://www.businessweek.com

Category: General Thoughts

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May 19th, 2005
Posted by Roger at 1:09 pm

The new Netscape/AOL browser is able to toggle between IE and Firefox rendering, attempting to make irrelavant IE/Mozilla idiosyncrasies. There are also significant security enhancements.

http://www.ecommercetimes.com/story/ebiz/43226.html

Category: General Thoughts

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May 11th, 2005
Posted by Tom at 12:31 pm

I found a great article on methods for link building. It is a great overview of all the mainstream ways of building links used today.

http://www.socengine.com/seo/guide/advanced-link-building.html

Method 15 “Natural Link Building” is the most interesting. “By offering the web community the best possible site, you can gain natural links through the power of having others on the web link to you.”

As a strategic web development and marketing agency, we should strive to build superior copy, creative and tools into each site to drive viral marketing. The key is to build what the visitor wants (e.g. being customer centric) in a unique way that maximizes the WOW factor. Our goal with every website is to build a viral driven site.

When a viral driven site is achieved the other 14 methods of link building can be used to seed “Natural Link Building”. By exciting visitors to carry the website’s message to the rest of the web for us, we create a PR engine that accelerates online word of mouth/link building.

PR, that is, with the synergetic double meaning of public relations and page rank.

Category: Web Strategy, Web Creative, Internet Marketing

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Posted by Sandy at 9:49 am

The most common customer service issue we have to deal with is email, and most of those problems would go away if customers had a better understanding of how it works. Internet email is a very complex issue, and the problem is exacerbated by companies like Microsoft trying to turn everything into a point-n-click solution. The fact that an article like this is necessary proves that some knowledge is necessary.

POP or IMAP? When you try to collect your email, you do so using one of two methods: POP or IMAP. You probably don’t need to know the technical difference, except to understand how it works. POP is the older, more traditional mechanism, involving an email program (or client) on your computer. Web access is not required, only connectivity to the Internet.
IMAP is web-mail, like Hotmail or Yahoo, and requires accessing some website with a browser. Web-mail has some advantages: there are no configuration issues, and you can check email from any computer connected to the Internet (airports and hotels) with a minimum of hassle, but there is a downside as well. Depending on your service level and personal usage,
you may not be able to receive attachments, or some email may be lost because it triggered a spam filter.

What about spam filters? There is no easy answer to this problem. There is no mechanism whereby ALL spam can be stopped and ALL legitimate email allowed through. Why, you ask? Because the spammers (criminals who should receive
40 year prison sentences) do not label their junk as spam. Filters parse the subject lines and body looking for certain words or combinations (URGENT, drugs, VIAGRA, college diplomas, hardcore, etc), as well as variations (like V1agr4). The spammers can always find some variation not programmed into the filter algorhythm. You might get a legitimate email from your pharmacy
with the word “prescription” in the subject or body, and it gets dumped.

Back to the subject, we need to discuss POP. While it has tricky configuration issues, it is still the most flexible system, and gives you more control. This mechanism requires an email client on your computer, and three configuration variables. Email clients include Eudora, Pegasus, Netscape mail, Outlook, Outlook Express, and others. Outlook Express probably has the biggest market share, since it is bundled with the Windows operating systems. It also has the greatest risk, since it has numerous security holes, and has been the target of uncounted virus attacks.

The required configuration variables include

username
password
mailserver address

Depending on your mailserver setup, the username may be just the part of your email address before the ‘@’ sign (fred in fred@abc.com), or it may be something like “fred+abc.com”, or even “fred@abc.com”. Consult your system administrator.

Your password, ideally, should be 6-10 characters, letters and numbers, with no spaces.

Mailserver. Now we get to the good stuff. What is a mailserver, anyway? Actually, it’s just a webserver with two software packages running on it: one to send mail (often named “Sendmail”), and one to collect mail sent to you (often named “popper”).
If you have a website (you do have a website, don’t you?), this is the same machine that hosts your website. If not, it is one designated by your ISP to handle mail. Since sending and receiving mail are two different functions, you could have two
different mailserver addresses. This is not the most common setup, but some ISPs (like SWBell) may require you to use their SMTP (outgoing) server, but allow you to use the POP (incoming) server on your hosting server. This also means that your web developer may give you an address for sending mail, but you can’t connect (for the reason above).

Finally, you’re set up, and can receive email. What happens when you check your mail? Where does it come from, and where does it go?

It is sitting on your mailserver/webserver, in one large text file. When you download it, that file is transferred to your computer, and deleted from the mailserver. From that point on, you can read the mail on your local computer, without being connected to the Internet, until you delete it.

This is where a major problem lives. Some people, for reasons yet to be understood, set the mail client to NOT delete mail from the server on download. Eventually (sometimes in a few days), that one single file grows to an enormous size, and either shuts down their mail service, or shuts down the mailserver entirely. This tends to make your System Admin testy. Outlook (Express), in particular, has a setting that implies that you can keep store mail on the server until you delete it from your local computer. You should not infer that this actually works, and this is the source of many problems.

Email is a wonderful tool, but things can happen. Your best insurance is to take the time to learn how it works, and not expect it to do unreasonable things.

Category: General Thoughts, Web Technical, Technologies

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