iPropect's Marckini Gives Good Reasons to Understand Search

Fredrick Marckini from iProspect provided a clever, polished and highly informative presentation today at a full East Room at the Mayflower Hotel in DC. I'd recommend you reach out to him to get the presentation, or I will ask him to post a link for us here. Get the tape of his presentation too. Or just give him a call. I have his home phone around here somewhere. Not the number, just the phone itself.

If I read the room right, or maybe I am just reading my own mind, or maybe I noticed about 30 people in line to give him business cards, Marckini made everyone realize how much they need to pay attention to how traffic is coming to their Web sites, and how they need to stay on top of how those things change.

Marckini artfully, and more artfully than I am "summarizing" his talk here, demonstrated how simple adjustments to text in the right places -- the title, the URL, in activated links, etc. -- can make a difference that can generate thousands of visitors and result in millions of dollars in leads. For example, the title tag (which appears in that blue space all the way at the top of your browser) for iProspect says "search engine marketing firm -- iProspect." Not something like, "iProspect, we're really cool," which may be fine if you're selling sunglasses or air conditioners.

Paying attention to SEO is particularly important because, as he explained, 72% of all clicks in Google search results take place in the natural search results, not in the paid ad area.

He encouraged people to optimize press releases for the search engine's news tabs and to be sure to conduct keyword research before writing them. He talked about the importance of including your search marketing targeted keywords in the headline and body copy of the press release, and to include activated links so that when people find your press releases in search results, they can click on those links to visit your site. He pointed out that if a press release ranks well in search results due to proper keyword optimization, the actual press coverage of that press release is less important than the traffic and audience that release garners.

"Study the searches that bring visits," he said, saying not to use lame terms like the name of the site or your company slogan. Know what people are searching and know which searches bring them to you.

Fredrick said another speaker at the event, whom I didn't hear, Jay Berkowitz with Ten Golden Rules gave an excellent talk on Web 2.0 strategies for online profits.

Nice job, Fredrick, and thanks for speaking to us.

Andy McLaughlin SIPF's First Hall of Famer

Andy McLaughlin, president of PaperClip, and everyone's favorite Tickle Me Elmo (I have no idea), was honored at this week's annual meeting of the Specialized Information Publishers Association. With more than 600 in attendance, Andy was honored for his creative, tireless and effective volunteering and fundraising for the Specialized Information Publishers Foundation.

Obviously surprised and grateful, Andy immediately began discussing his wardrobe, noting that his shirt was cut from the same cloth as the giant curtain behind him. Both were blue, which brought out the color of his veins. Andy was unapologetic for his fundraising tactics, making comparisons to mafia tricks and references to mounting legal fees. In a moment of sincerity, Andy commented on how much he believes in the work of the foundation, whose mission is to promote SIPA through outreach to academics and professionals alike.

Taken by the heft of his plaque, suitable for framing if, apparently, you have a nail the size of a railroad spike, Andy said he'd been looking for a decent paperweight.

Congratulations, Andy, for all you do, and for all the humor with which you do it.

(Dan Warren of Warren Communications and the new SIPF President, presented the award.)

Networking in the Niches

A colleague of mine shared this quick post from Paul Chaney of Bizzuka who writes that many of the discussion groups created at large social networking sites aren't all that active. He comments that 'indigenous, self-standing niche networks" might be a more successful model, especially effective for niche networks and membership groups. He also links to a site devoted to WOM (word of mouth) marketing.

This is another example that networking, sharing and publishing might be easier and faster than ever, but the basics of networking continue on. Here is Chaney's post: http://www.socialmediatoday.com/SMC/28580.

From where I sit, and criticize all around me, I think we've made it too easy for people write and publish and share and forward . . . . Unless it's me, of course, I'd like everyone to think before hitting the send button. How can I possible read all your posts and emails when I am busy writing them myself?

Goo Goo, Dah Dah, Bebo: Time is Running Out on Baby Names

With AOL's $850M purchase of social media company Bebo, with a 40-million-member community, I am reminded that time is running out on securing those really funny baby-talk names. I was thinking BooBoo.com might be a great one, especially if you sold bandages, GlugGlug.com would good if you, say, ran a beer marketing publication, but it looks snapped up. Because "ma" is often a child's first word, I thought http://www.mamma.com/ would be good. Turns out it's a snappy little search engine. I searched myself on it, and it was pretty good. Anytime I can seem my name on the Internet gives me chills of excitement. It also turned up a photo of Wild Bill Hagy (pictured). No relation.

Anyway, to see a story about AOL and Bebo, written in adult English, go here: http://www.msnbc.msn.com/id/23609587/. AOL, for those of you who just arrived in by donkey cart, is owned by Time Warner.

Thanks to Scott Jacobs for sending it over.

Bye For Now, Margie

Folks, our SIPA circle just got a little less warm. We are all going to have step it up.

Margie, I miss your smiling face and wise counsel already. You're not one to leave the party early so there must have been a reason, or you're really ticked off right now. Either way, let's laugh our asses off at the next one too.

Our hearts go out to Larry, the kids, family and many close friends. She was the best.

And In this Corner: Microsoft Bid for Yahoo! Sets Stage for Heavyweight Bout

I know you don't come to me for the latest business news, which is why I am posting this so late. I hate to disappoint. Now I am waiting for someone to write, "Well actually, Tom, we don't come to you at all." If so, that means you will have fallen into my trap.

Like in boxing, it's fun to watch the big boys fight. I am more a fan of the welterweights and middleweights, and sometimes the light heavyweights (are you asleep yet?), but on those rare occasions you get to see the big fellas who can actually move, duck, punch and speak. We have all the possibilities of such a bout as Microsoft looks to add some pack to its wallop with its Yahoo! bid, setting up a battle of the colossals. I urge people at ringside to wear splatter guards. OK, enough tortured boxing metaphors. Someone who tracks this stuff more closely than I do cautioned that this is "far from a done deal," noting that Yahoo! has turned down bids like this before. Is it time for Yahoo! to make the big move?

Here is the letter Microsoft's Steve Ballmer sent to the Yahoo! board of directors:


I am writing on behalf of the Board of Directors of Microsoft to make a proposal for a business combination of Microsoft and Yahoo!. Under our proposal, Microsoft would acquire all of the outstanding shares of Yahoo! common stock for per share consideration of $31 based on Microsoft's closing share price on January 31, 2008, payable in the form of $31 in cash or 0.9509 of a share of Microsoft common stock. Microsoft would provide each Yahoo! shareholder with the ability to choose whether to receive the consideration in cash or Microsoft common stock, subject to pro-ration so that in the aggregate one-half of the Yahoo! common shares will be exchanged for shares of Microsoft common stock and one-half of the Yahoo! common shares will be converted into the right to receive cash. Our proposal is not subject to any financing condition.

Our proposal represents a 62% premium above the closing price of Yahoo! common stock of $19.18 on January 31, 2008. The implied premium for the operating assets of the company clearly is considerably greater when adjusted for the minority, non-controlled assets and cash. By whatever financial measure you use - EBITDA, free cash flow, operating cash flow, net income, or analyst target prices - this proposal represents a compelling value realization event for your shareholders.

We believe that Microsoft common stock represents a very attractive investment opportunity for Yahoo!'s shareholders. Microsoft has generated revenue growth of 15%, earnings growth of 26%, and a return on equity of 35% on average for the last three years. Microsoft's share price has generated shareholder returns of 8% during the last one year period and 28% during the last three year period, significantly outperforming the S&P 500. It is our view that Microsoft has significant potential upside given the continued solid growth in our core businesses, the recent launch of Windows Vista, and other strategic initiatives.

Microsoft's consistent belief has been that the combination of Microsoft and Yahoo! clearly represents the best way to deliver maximum value to our respective shareholders, as well as create a more efficient and competitive company that would provide greater value and service to our customers. In late 2006 and early 2007, we jointly explored a broad range of ways in which our two companies might work together. These discussions were based on a vision that the online businesses of Microsoft and Yahoo! should be aligned in some way to create a more effective competitor in the online marketplace. We discussed a number of alternatives ranging from commercial partnerships to a merger proposal, which you rejected. While a commercial partnership may have made sense at one time, Microsoft believes that the only alternative now is the combination of Microsoft and Yahoo! that we are proposing.

In February 2007, I received a letter from your Chairman indicating the view of the Yahoo! Board that "now is not the right time from the perspective of our shareholders to enter into discussions regarding an acquisition transaction." According to that letter, the principal reason for this view was the Yahoo! Board's confidence in the "potential upside" if management successfully executed on a reformulated strategy based on certain operational initiatives, such as Project Panama, and a significant organizational realignment. A year has gone by, and the competitive situation has not improved.

While online advertising growth continues, there are significant benefits of scale in advertising platform economics, in capital costs for search index build-out, and in research and development, making this a time of industry consolidation and convergence. Today, the market is increasingly dominated by one player who is consolidating its dominance through acquisition. Together, Microsoft and Yahoo! can offer a credible alternative for consumers, advertisers, and publishers. Synergies of this combination fall into four areas:
Scale economics: This combination enables synergies related to scale economics of the advertising platform where today there is only one competitor at scale. This includes synergies across both search and non-search related advertising that will strengthen the value proposition to both advertisers and publishers. Additionally, the combination allows us to consolidate capital spending.

Expanded R&D capacity: The combined talent of our engineering resources can be focused on R&D priorities such as a single search index and single advertising platform. Together we can unleash new levels of innovation, delivering enhanced user experiences, breakthroughs in search, and new advertising platform capabilities. Many of these breakthroughs are a function of an engineering scale that today neither of our companies has on its own.

Operational efficiencies: Eliminating redundant infrastructure and duplicative operating costs will improve the financial performance of the combined entity.

Emerging user experiences: Our combined ability to focus engineering resources that drive innovation in emerging scenarios such as video, mobile services, online commerce, social media, and social platforms is greatly enhanced.

We would value the opportunity to further discuss with you how to optimize the integration of our respective businesses to create a leading global technology company with exceptional display and search advertising capabilities. You should also be aware that we intend to offer significant retention packages to your engineers, key leaders and employees across all disciplines.

We have dedicated considerable time and resources to an analysis of a potential transaction and are confident that the combination will receive all necessary regulatory approvals. We look forward to discussing this with you, and both our internal legal team and outside counsel are available to meet with your counsel at their earliest convenience.

Our proposal is subject to the negotiation of a definitive merger agreement and our having the opportunity to conduct certain limited and confirmatory due diligence. In addition, because a portion of the aggregate merger consideration would consist of Microsoft common stock, we would provide Yahoo! the opportunity to conduct appropriate limited due diligence with respect to Microsoft. We are prepared to deliver a draft merger agreement to you and begin discussions immediately.

In light of the significance of this proposal to your shareholders and ours, as well as the potential for selective disclosures, our intention is to publicly release the text of this letter tomorrow morning.

Due to the importance of these discussions and the value represented by our proposal, we expect the Yahoo! Board to engage in a full review of our proposal. My leadership team and I would be happy to make ourselves available to meet with you and your Board at your earliest convenience. Depending on the nature of your response, Microsoft reserves the right to pursue all necessary steps to ensure that Yahoo!'s shareholders are provided with the opportunity to realize the value inherent in our proposal.

We believe this proposal represents a unique opportunity to create significant value for Yahoo!'s shareholders and employees, and the combined company will be better positioned to provide an enhanced value proposition to users and advertisers. We hope that you and your Board share our enthusiasm, and we look forward to a prompt and favorable reply.

Sincerely yours,

Steven A. Ballmer

Adobe & Yahoo! Trying To Help Make Us More Money

I love advertising.

More specifically, I love ads.

I think it’s a shame that advertisers are only restricted to TV, radio, newspapers, magazines, and cell phones. To Web sites, pop-ups, billboards, airline tray tables, blimps, and beach planes. To the shirts, hats, bags and even the bare backs of major athletes. And still, I can’t get enough.

No. I mean it. I wish I could TiVo them. I love the Geico cavemen. I love the three boys returning to school with their new backpacks, paid for by MasterCard. I miss the old Alka-Seltzer commercials, because those people with hangovers and gas always looked more miserable than I ever could. But then, I was ten, and at least six months away from my first hangover.

I wish there were more places for ads. On my drapes. On my windows. On my pillows. On the foreheads of my friends and children. Go for it! Put one of those big ol’ Mail Pouch ads on the side of my house! Just pay me, and you’re in.

So I was thrilled with the news that Adobe (ADBE) and Yahoo! (YHOO) joined together to launch Ads for Adobe PDF Powered by Yahoo!. And don’t take my introduction as sarcasm. It’s just me screaming out that I know so little about technology I can only make fun of it. With a roll-off-the-tongue carpal-tunnel name, Ads for Adobe PDF Powered by Yahoo! (AAPDFPY!) is an opt-in service that allows publishers to drive new revenue with contextual ads. “The service has the potential to offer readers access to more free content, enhanced with ads that match their interests,” according to the company.

To join the AAPDFPY! program, publishers must register online, and then upload their Adobe PDF content so that it can be ad-enabled before distributing PDFs. Ads can only be displayed within Adobe Reader and Adobe Acrobat, in a panel adjacent to the content so that they do not disrupt the viewing experience. Every time the PDF content is viewed, contextual ads are dynamically matched to the content of the document. The publisher can then monitor performance through detailed reports. Cool, huh?

So how is the AAPDFPY! launch going? Cynthia Tillo, Senior Product Manager with Adobe, told this blogger really well.

“We have seen interest from all types of publishers,” she said. Publishers of “eBooks, nonprofits, magazines, technical journals, educational institutions and bloggers, to name a few. Some of the more surprising ones include companies who want to include Yahoo! ads in their own marketing collateral and one individual who wants to include ads in his resume! The potential of users being able to access more content for free is actually a reality. One of the great eBooks that used to be sold for fee is Kevin Kelly's True Films, a review of the best documentary films, and it is now available for free: http://kk.org/cooltools/archives/002538.php. We have another publisher who plans to get rid of their annual subscription model and make available thousands of PDF reports for free, in exchange for ad revenue.”

To read more about the launch, click here:

http://www.adobe.com/aboutadobe/pressroom/pressreleases/200711/112907Yahoo.html