tech talk

DIGITAL DIALOGUE

Tech Talk1 of 6 in the Digital Dialogue SeriesTuesday, August 10, 2010

MARKETING &

MEASUREMENT

PROGRAMMING

SOCIAL

Agenda

Social Bookmarking

Facebook Opengraph

Community Management

Silverlight

SEO & SEM

Analytics

RSS (Real Simple Syndication)Syndicating website content to another website such as Yahoo or Google reader. Easily stay informed by retrieving the latest content from the sites you are interested in. Save time by not visiting each site individually.

Social BookmarkingSave and categorize a personal collection of bookmarks and share them with others. Many contain added extra features such as ratings and comments on bookmarks.

Facebook OpengraphVisitors are served content upon arrival based on previously stated preferences on Facebook or participating sites. The visitor could also see a list of Facebook friends who are already registered on the other site, and even what comments they have posted there. Privacy concerns – the feature is enabled for all 400 million users of Facebook by default.

Now content will be displayed that is similar to what I like, as well as what my friends like.

Community ManagementModerate and respond to social media (Facebook pages, twitter feeds, blogs, etc) on behalf of a brand. Needed on almost all projects that include social media, but not usually included within agency estimates.

PROGRAMMING

Agenda

Social Bookmarking

Facebook Opengraph

Silverlight

SEO & SEM

Analytics

Overview of website programming languages

HTML Simple display, fast loading, no animation

Java Fast animation and functions for HTML pages

HTML 5 Animation – new, accepted on mobile devices

Flash Highest quality visual display and animation

Silverlight Microsoft’s version of Flash, lower adoption rate

Used for display and functionality. May be used together.

Overview of website programming languages

Used for display and functionality. May be used together.

HTML and animation (Flash/Silverlight)All websites must have at least one HTML page for the browser to recognize the site. Flash is layered onto the HTML page, to create a ‘site within a site’.

Flash Video

HTMLSimple display for websites, images and files. Text or code-based display. Cannot animate graphics without a script for Java, or a plug-in for Flash or Silverlight. Very fast loading, often used for text-heavy websites.

HTML facts

What are the pros to using HTML?•Very fast loading•100% penetration rate•Readable by any device (phone, browser, etc)

What are the limitations of HTML?•No animation or movement without a plug-in•Limited graphic display capabilities – everything must be in ‘boxes’

How do I know that a website is in HTML?•Trick question – all websites are in HTML. They just also include a plug-in like Silverlight or Flash for animation.•Right Click – you’ll see:

How does it work?

Code is written to display where and how items should appear (sizing, colors, fonts):

The browser translates the text into a visual display:

Flash (by Adobe)Allows animation on websites. A portion of an html page that requires a plug-in (download) to view.

Flash facts

What are the pros to using Flash?•Seamless integration with designer tools such as Photoshop, Illustrator, and After Effects•Great video compression. Flash movies (.flas) are the most common video types on the web•Very high penetration rate (see chart at right)

What are the limitations of Flash?•Does not work on Apple mobile devices•Closed-source

How do I know that a website is in Flash?•Website is enclosed within one ‘page’. Users cannot use the back button on their browser •Right Click – you’ll see:

Penetration rate:

Silverlight (by Microsoft)Allows animation on websites. A portion of an html page that requires a plug-in (download) to view.

Silverlight facts

What are the pros to using Silverlight?•Up and coming platform with strong internal support•Growing adoption rate•Integration with SharePoint 2010 will tie it to another fast-growing MS platform

What are the limitations of Silverlight?•Lags behind Flash in terms of richness of toolsets for developing solutions (e.g., the MS Expression suite offers less than Adobe's similar products)•Consumer adoption significantly behind Flash, though growing•Lacks many advanced features that Flash has added through years of market experience and consumer feedback

How do I know that a website is in Silverlight?•Website is enclosed within one ‘page’. Users cannot use the back button on their browser •Right Click – you’ll see:

Penetration rate:

Summary of website programming languages

MARKETING &

MEASUREMENT

Agenda

Social Bookmarking

Facebook Opengraph

Silverlight

SEO & SEM

Analytics

Search Engine Marketing (SEM) & Search Engine Optimization (SEO) Improving the visibility of a web in search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine.

•Marketing using paid placement, contextual advertising, paid inclusion•Buying paid search listings

• Using strategy, optimize website for the target placement• Placement for “natural” search• Best results with HTML based websites

SEM & SEO in actionSEM has premium placement on the page. SEO optimizes for top placement. The higher the placement (first displayed) within the search results, the greater the possible traffic.

AnalyticsMeasurement of activity on a digital project.

REPORTING

BANNERS SEARCH

WEBSITE

Unique VisitsThe activity performed by one unique user on a web site. Only counted once, even if the user returns.

PageviewsRecorded when a page is seen by the user. Not applicable in flash websites because there is only one “page.”

Bounce RateThe percentage of visitors that leave after immediately opening the website. Measured differently – depends on where the tag is placed. It’s important to ask how/when the bounce rate is being captured.

HitsAn OLD term. It’s a record of each element that is displayed on a page. Not indicative of the amount of traffic. One visitor may visit 20 pages, with 30 items (hits) each. This is 600 hits (20x30) but only one visitor.

Summary

ITEM HIGH-LEVEL DESCRIPTIONRSS Consolidating content from many places into one reader.

Social Bookmarking Save a personal collection of bookmarks and share them with others.

Facebook Opengraph Serves content using stated preferences on Facebook or participating sites.

Community Management Monitor and respond to social media on behalf of a brand.

HTML Fast loading, simple display of webpages. No animation.

Flash Animation and high-end graphics display for websites. High penetration rate.

Silverlight Animation and high-end graphics display for websites. Lower penetration rate.

SEO & SEM SEO – Paid placement. SEM – Optimize for “natural” search.

Analytics Measurement and reporting of digital campaign activity.

2010 Digital Dialogue Series Schedule

Tech TalkCommon technical terms and mediums used in digital advertising by agencies and clients.

Discovery PhaseReview the first phase of the digital process. Learn to manage inherent risks/issues and questions for clients and agencies.AUGUST

Design Phase & BudgetingReview the second phase of the digital process. Review digital bidding, and cost savings methods, and budgeting best practices.

SEPTEMBER

Development PhaseReview the third phase of the digital process. Learn the tasks during development and issues that may be mitigated.OCTOBER

Deploy PhaseUnderstand the process of launching a project and questions to ask your agencies and clients during this crucial stage.

NOVEMBER

Mobile DevelopmentLearn about mobile technology and development as used in digital advertising, including advancements and industry predictions.

DECEMBER

Questions?

Advertising Production Resources

U.S. Headquarters

Advertising Production ResourcesThe Cable Building1201 18th Street, Suite 200Denver, Colorado 80202

Phone: 303-759-2509 Fax: 303-759-2549

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