Web 2.0, to Web 3.0, to Yahoo Pipes, to Pandora, and back to Life 1.0

This weekend I managed to set aside some space to look into three areas in more depth: Web 2.0/3.0, Yahoo Pipes, and Pandora. It should come as no surprise that all three are linked and provide massive, oooh-hate-that-word-but-must-use-it, leverage (yuk) for PR.

First, the web. My feeds have thrown up several interesting posts over the past week, which I have shared, on the subject of web 2.0 and its soon-to-emerge successor, web 3.0:

• Micropersuasion argues that even though Web 2.0 appears to be in the hands of a few players – Google, Yahoo, IAC, etc - it’s far from a monopoly in this era and nothing to be concerned about.
• New Media in the Land of Manana showcases a fascinating video in which Eric Schmidt (Google CEO) gives us his thoughts on how a Web 3.0 movement might further alter the online universe. His view is that the future of media is in content aggregation and community, and will be built using these types of viral applications.
• Rough Type offers a brilliant discourse on different ideas of what Web 3.0 – and beyond – could be. The Googleplex approach could be ‘Web 3.0: web as universal computing grid replacing PC operating system and hard drive’, while the semantic approach is ‘Web 3.0: web as machines talking to machines’. His consolidation of both viewpoints is: ‘Web 3.0 involves the disintegration of digital data and software into modular components that, through the use of simple tools, can be reintegrated into new applications or functions on the fly by either machines or people.’ He concludes: ‘Stick that in your Yahoo Pipe and smoke it.’

It was the last comment that made me sit up and take notice because Yahoo Pipes was going to be one of my projects this weekend. To take the ISO model, I’ve always believed Web 2.0 is the online delivery of the application layer, and it strikes me that Yahoo Pipes perfectly encapsulates the ideal of people being able to build their own online apps in the Web 3.0 environment.

So, let’s look more closely at Yahoo Pipes, which I came across when looking into feed filtering recently. This enables you to create your own feeds, and how. Not just merging but filtering too, and taking the output from one feed and mapping it to another. So for example a simple pipe could bring together several disparate feeds, filter in/out, and produce an output that you can in turn subscribe to. More complex examples can take news items and attach Flickr images to them: a photo editor’s dream. I have a strong suspicion the Google Report I recently came across could be built using similar technology.

So Yahoo Pipes offers a way to zero in one the web-as-personalisation and web-as-machine-communication. So might Pandora, the online radio service. It takes the results of the Music Genome Project, in which the musical characteristics such as pitch, harmony and rhythm of thousands of tracks have been analysed to provide a ‘DNA’ for a track. This means you can specify an artist – say, Flaming Lips if you have any taste – and Pandora will come up with ’similar’ music. You can give tracks the thumbs up or down if you like or dislike them – very Digg-like – and you end up with your own station, essentially by matching your own DNA to that of music. The results are astonishing.

Now, this is where it all comes together. I see Pandora as a serious exercise in tagging: adding extremely sophisticated meta-data to characterise content. Now, I know there are bazillions of people tagging content in a massive exercise in Folksonomy right now, but wouldn’t it be great if somehow online documents could be automatically tagged to a similar degree of sophistication? Not just sentimenting, but semanticising (is that a word?). This would be the blueprint for a cool search engine which I’ve discussed previously. 

So, get this. Imagine you could take feeds and do the same with them – thumb up or down and increase the useful hits from them. Slowly, a ‘DNA’ profile of the news you’re interested in is built up and matched to the DNA of items floating around. You could then link or subscribe to other sources with similar profiles – other blogs, forums, groups, wikis. It would be an incredible vertical search engine, and if you could then route that through Yahoo Pipes for extra tweaking, and you’ve got yourself a great news engine. Surely this is exactly what a PR practitioner needs? In fact, there seem to be pipes that already do this and I’m busily setting some up for myself right now.

But where’s the serendipity? How do you come across great ideas out of the blue? Well, Pandora for one is offering me entire new areas of related music to find out about, so it would work the same with other content types. And don’t forget, for PR, you could always read the newspapers in the traditional fashion or even just surf the web (remember that?).

There you go: from Web 2.0, to Web 3.0, to Yahoo Pipes, to Pandora, and back to Life 1.0. Don’t ask me about Life 2.0. I may be a ghost but I’m not quite there yet.

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Add this to your media training – now

What is a website? Lots of things to lots of people but if you’re an interviewee it’s the best way to pre-arm yourself before an interview.

This morning, on Today on Radio 4 – yes, I listen to it lots – I overheard an interview between the rottweiler of a man John Humphrys and, it turned out, the British Ambassador to Afghanistan, Sir Sherard Cooper-Coles. A short way into the piece, with Humphrys trying his best to put him off his stride, my ears pricked up because Cooper-Coles (or ‘Sir’ to his friends) suddenly said “You only to have to see your own website this morning where quoted on it is an Afghan villager on a superb feature on the BBC website saying the Taliban is the biggest threat to the future of Afghanistan.”

“That’s brilliant,” I thought. “He’s saying ‘this is what you’re broadcasting on your own site – and I’ve been prepared enough to read it. I’m using your own techniques against you.’” To my mind it seemed to phase Humphrys who could only grunt in response. No mean feat.

You can hear it for yourself, a minute and 30 seconds into the interview here.

I have never come across this before. I know interviewees can use all sorts of bridging and blocking techniques but this was different. Both the form and the function were pretty devastating. He managed to wrap it into his speaking so well, and it was highly effective in bringing absolutely relevant and up-to-date information to an interview as well as showing preparedness and initiative.

I told our Media Director about it this morning who also heard it, and we agreed it would make a great addition to any media training. The message: if you have a spare moment before an interview, check out the interviewer’s website/ blog/ forum/ chatroom. You might just find something to your advantage.

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SEO keywords for PR

As a small side project I recently took a look at the keywords that appear on PR websites. The results might be of use – they’re further down this posting and I plan to do more work on this, so I’ve created a new page on this blog to store the table for future reference.

Firstly, the software. There are some pay-for services out there, such as Yahoo’s Overture, Google Adwords and the big daddy of them all, Wordtracker. However for my purposes I used the nifty – and free – Good Keywords application. It’s well regarded as an effective way to isolate and manage keywords.

As my methodology I used its Web Page Explorer feature to extract and count the keywords from the pages on a selection of ten major UK PR agency sites that described what those companies did, usually the ‘about us’ page or similar. This meant I used copy representative of general descriptions of PR rather than specialities. It would probably have been better to identify keywords from entire sites but the software doesn’t have this ‘crawl’ feature.

I then just collated the results across all the pages, removed the really generic words that could apply to any site, and here are the results, for keywords that appeared at least twice:

Keyword	Frequency
Communications	41
clients	36
PR	27
business	17
people	13
Mission	12
UK	12
values	12
Corporate	11
strategic	10
global	9
Relationship	9
world	9
build	7
creative	7
industry	7
leading	7
Public	7
relations	7
best	6
European	6
agency	5
Brand	5
consultancy	5
Vision	5
contact	4
counsel	4
innovation	4
media	4
network	4
organizations	4
practice	4
results	4
Success	4
thinking	4
audiences	3
clear	3
company	3
insights	3
London	3
management	3
Marketing	3
problems	3
senior	3
solve	3
strong	3
achieve	2
affairs	2
approach	2
careers	2
consumers	2
culture	2
effective	2
environment	2
exciting	2
expertise	2
growth	2
help	2
history	2
ideas	2
implementation	2
information	2
integrated	2
knowledge	2
local	2
measure	2
national	2
new	2
news	2
opportunities	2
partnership	2
platform	2
professionals	2
quality	2
reach	2
real	2
reputation	2
research	2
services	2
staff	2
superior	2
understanding	2
web	2
work	2

So, what does this tell us? Well, you could simply stitch the top five keywords together and state that ‘PR people are in the business of client communications’! What I find interesting however is that PR didn’t come top: communications did. Indeed, it didn’t even come second: clients did, with people fifth, showing how important people are in communications, as opposed to, say, technology or finance.

I also find it interesting and illuminating that web is so low! This could show that PR companies still don’t see online as a key speciality, or simply that I need to make my survey more comprehensive.

What this means practically is that I can now pepper my copy with these keywords and, whereas I know this isn’t by any means a panacea for search engine optimisation, at least I’ve taken a small step towards giving my copy a chance by building these words into it. The Good Keywords software also offers alternative keyword suggestions that might get better hits, so I’ll be using this study as a basis for that, although I suspect the top keywords will work fine.

One final observation: actually, the keywords that came top for every site were ‘us’, ‘we’ or ‘our’ (as I said, I stripped the generic stuff out). Does this mean that PR people like to talk about themselves a lot, I wonder…?

I’m going to extend this quick survey to include more sites and move on to double keywords. Meanwhile, if any PR copywriters are out there needing a quick SEO resource, feel free to use this for inspiration.

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SEO keywords for PR

As a small side project I recently took a look at the keywords that appear on PR websites. The results might be of use – they’re further down this posting and I plan to do more work on this, so I’ve created a new page on this blog to store the table for future reference.

Firstly, the software. There are some pay-for services out there, such as Yahoo’s Overture, Google Adwords and the big daddy of them all, Wordtracker. However for my purposes I used the nifty – and free – Good Keywords application. It’s well regarded as an effective way to isolate and manage keywords.

As my methodology I used its Web Page Explorer feature to extract and count the keywords from the pages on a selection of ten major UK PR agency sites that described what those companies did, usually the ‘about us’ page or similar. This meant I used copy representative of general descriptions of PR rather than specialities. It would probably have been better to identify keywords from entire sites but the software doesn’t have this ‘crawl’ feature.

I then just collated the results across all the pages, removed the really generic words that could apply to any site, and here are the results, for keywords that appeared at least twice:

Keyword	Frequency
Communications	41
clients	36
PR	27
business	17
people	13
Mission	12
UK	12
values	12
Corporate	11
strategic	10
global	9
Relationship	9
world	9
build	7
creative	7
industry	7
leading	7
Public	7
relations	7
best	6
European	6
agency	5
Brand	5
consultancy	5
Vision	5
contact	4
counsel	4
innovation	4
media	4
network	4
organizations	4
practice	4
results	4
Success	4
thinking	4
audiences	3
clear	3
company	3
insights	3
London	3
management	3
Marketing	3
problems	3
senior	3
solve	3
strong	3
achieve	2
affairs	2
approach	2
careers	2
consumers	2
culture	2
effective	2
environment	2
exciting	2
expertise	2
growth	2
help	2
history	2
ideas	2
implementation	2
information	2
integrated	2
knowledge	2
local	2
measure	2
national	2
new	2
news	2
opportunities	2
partnership	2
platform	2
professionals	2
quality	2
reach	2
real	2
reputation	2
research	2
services	2
staff	2
superior	2
understanding	2
web	2
work	2

So, what does this tell us? Well, you could simply stitch the top five keywords together and state that ‘PR people are in the business of client communications’! What I find interesting however is that PR didn’t come top: communications did. Indeed, it didn’t even come second: clients did, with people fifth, showing how important people are in communications, as opposed to, say, technology or finance.

I also find it interesting and illuminating that web is so low! This could show that PR companies still don’t see online as a key speciality, or simply that I need to make my survey more comprehensive.

What this means practically is that I can now pepper my copy with these keywords and, whereas I know this isn’t by any means a panacea for search engine optimisation, at least I’ve taken a small step towards giving my copy a chance by building these words into it. The Good Keywords software also offers alternative keyword suggestions that might get better hits, so I’ll be using this study as a basis for that, although I suspect the top keywords will work fine.

One final observation: actually, the keywords that came top for every site were ‘us’, ‘we’ or ‘our’ (as I said, I stripped the generic stuff out). Does this mean that PR people like to talk about themselves a lot, I wonder…?

I’m going to extend this quick survey to include more sites and move on to double keywords. Meanwhile, if any PR copywriters are out there needing a quick SEO resource, feel free to use this for inspiration.

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SEO keywords for PR

As a small side project I recently took a look at the keywords that appear on PR websites. The results might be of use – they’re further down this posting and I plan to do more work on this, so I’ve created a new page on this blog to store the table for future reference.

Firstly, the software. There are some pay-for services out there, such as Yahoo’s Overture, Google Adwords and the big daddy of them all, Wordtracker. However for my purposes I used the nifty – and free – Good Keywords application. It’s well regarded as an effective way to isolate and manage keywords.

As my methodology I used its Web Page Explorer feature to extract and count the keywords from the pages on a selection of ten major UK PR agency sites that described what those companies did, usually the ‘about us’ page or similar. This meant I used copy representative of general descriptions of PR rather than specialities. It would probably have been better to identify keywords from entire sites but the software doesn’t have this ‘crawl’ feature.

I then just collated the results across all the pages, removed the really generic words that could apply to any site, and here are the results, for keywords that appeared at least twice:

Keyword	Frequency
Communications	41
clients	36
PR	27
business	17
people	13
Mission	12
UK	12
values	12
Corporate	11
strategic	10
global	9
Relationship	9
world	9
build	7
creative	7
industry	7
leading	7
Public	7
relations	7
best	6
European	6
agency	5
Brand	5
consultancy	5
Vision	5
contact	4
counsel	4
innovation	4
media	4
network	4
organizations	4
practice	4
results	4
Success	4
thinking	4
audiences	3
clear	3
company	3
insights	3
London	3
management	3
Marketing	3
problems	3
senior	3
solve	3
strong	3
achieve	2
affairs	2
approach	2
careers	2
consumers	2
culture	2
effective	2
environment	2
exciting	2
expertise	2
growth	2
help	2
history	2
ideas	2
implementation	2
information	2
integrated	2
knowledge	2
local	2
measure	2
national	2
new	2
news	2
opportunities	2
partnership	2
platform	2
professionals	2
quality	2
reach	2
real	2
reputation	2
research	2
services	2
staff	2
superior	2
understanding	2
web	2
work	2

So, what does this tell us? Well, you could simply stitch the top five keywords together and state that ‘PR people are in the business of client communications’! What I find interesting however is that PR didn’t come top: communications did. Indeed, it didn’t even come second: clients did, with people fifth, showing how important people are in communications, as opposed to, say, technology or finance.

I also find it interesting and illuminating that web is so low! This could show that PR companies still don’t see online as a key speciality, or simply that I need to make my survey more comprehensive.

What this means practically is that I can now pepper my copy with these keywords and, whereas I know this isn’t by any means a panacea for search engine optimisation, at least I’ve taken a small step towards giving my copy a chance by building these words into it. The Good Keywords software also offers alternative keyword suggestions that might get better hits, so I’ll be using this study as a basis for that, although I suspect the top keywords will work fine.

One final observation: actually, the keywords that came top for every site were ‘us’, ‘we’ or ‘our’ (as I said, I stripped the generic stuff out). Does this mean that PR people like to talk about themselves a lot, I wonder…?

I’m going to extend this quick survey to include more sites and move on to double keywords. Meanwhile, if any PR copywriters are out there needing a quick SEO resource, feel free to use this for inspiration.

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I’m 23.3 minutes ahead of you

A few weeks ago I decided to try out Google Web Accelerator on my 4MB broadband connection and it seems I have saved 23.3 minutes of time so far by using it. Does this mean I am now 23.3 minutes into the future? Or does this mean I have 23.3 minutes to spend on something more profitable. What does it take 23.3 minutes to do?

When I was young I remember having difficulty quite getting the point of summer and winter time, ie ’spring forward, fall back’. Which one meant I got an hour more in bed? I used to get quite anxious about having ‘lost’ an hour. What if I never got it back? What if I died with that hour less in my life? Would that mean I’d have died an hour early?

Google Web Accelerator does essentially the same thing as the Onspeed service I used for a year in the old days of dial-up. Instead of receiving content directly from a website, it is first routed to the provider’s servers, compressed, then forwarded to you where software decompresses it, the idea being that the difference in transmission time is negligible while the difference in processing time isn’t. Google Web Accelerator seems to use several techniques to speed up your connection such as (it says here):

• Sending your page requests through Google machines dedicated to handling Google Web Accelerator traffic.
• Storing copies of frequently looked at pages to make them quickly accessible.
• Downloading only the updates if a web page has changed slightly since you last viewed it.
• Prefetching certain pages onto your computer in advance.
• Managing your Internet connection to reduce delays.
• Compressing data before sending it to your computer.

Clever. And, the best thing about it, free, unlike Onspeed.

The only problem so far has been with Windows Update, which didn’t like it. But, in a similar way to pop-up blockers, you can simply tell the accelerator software not to accelerate specific web addresses. Sorted.

I have to say I haven’t really noticed that I’ve saved 23.3 minutes but I suppose I’ve been busy doing something else while saving that time. I just have to trust that the Google Web Accelerator isn’t lying.

I just realised, it took me about 23.3 minutes to write this blog post. So I saved enough time for one blog post, Google got a free plug, and you found out something new (I hope). Everyone wins. Except I am now living in the present. Or am I? It now says 23.4 minutes.

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I’m 23.3 minutes ahead of you

A few weeks ago I decided to try out Google Web Accelerator on my 4MB broadband connection and it seems I have saved 23.3 minutes of time so far by using it. Does this mean I am now 23.3 minutes into the future? Or does this mean I have 23.3 minutes to spend on something more profitable. What does it take 23.3 minutes to do?

When I was young I remember having difficulty quite getting the point of summer and winter time, ie ’spring forward, fall back’. Which one meant I got an hour more in bed? I used to get quite anxious about having ‘lost’ an hour. What if I never got it back? What if I died with that hour less in my life? Would that mean I’d have died an hour early?

Google Web Accelerator does essentially the same thing as the Onspeed service I used for a year in the old days of dial-up. Instead of receiving content directly from a website, it is first routed to the provider’s servers, compressed, then forwarded to you where software decompresses it, the idea being that the difference in transmission time is negligible while the difference in processing time isn’t. Google Web Accelerator seems to use several techniques to speed up your connection such as (it says here):

• Sending your page requests through Google machines dedicated to handling Google Web Accelerator traffic.
• Storing copies of frequently looked at pages to make them quickly accessible.
• Downloading only the updates if a web page has changed slightly since you last viewed it.
• Prefetching certain pages onto your computer in advance.
• Managing your Internet connection to reduce delays.
• Compressing data before sending it to your computer.

Clever. And, the best thing about it, free, unlike Onspeed.

The only problem so far has been with Windows Update, which didn’t like it. But, in a similar way to pop-up blockers, you can simply tell the accelerator software not to accelerate specific web addresses. Sorted.

I have to say I haven’t really noticed that I’ve saved 23.3 minutes but I suppose I’ve been busy doing something else while saving that time. I just have to trust that the Google Web Accelerator isn’t lying.

I just realised, it took me about 23.3 minutes to write this blog post. So I saved enough time for one blog post, Google got a free plug, and you found out something new (I hope). Everyone wins. Except I am now living in the present. Or am I? It now says 23.4 minutes.

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Are you a bot?

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Google seems to have finally decided that people are also bots: check out this post, in which it’s claimed that searching for a description of a Spam Assassin rule yielded the above response. It’s doing the rounds at digg right now.

I just posted about this on Seamus McCauley’s Virtual Economics blog, and, on submitting my comment, was told an error had occurred that involved me typing a challenge/response code to prove I wasn’t a bot either! So be careful if you comment on this one: if, like me, you find these bot-proofing systems difficult to read then I wonder what happens. Does Google/WordPress/Blogger ‘ban’ you?

The idea of intelligent search engines – more intuitive than keywords – is a fascinating one. Check out my post on the subject.

Are you a bot?

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Google seems to have finally decided that people are also bots: check out this post, in which it’s claimed that searching for a description of a Spam Assassin rule yielded the above response. It’s doing the rounds at digg right now.

I just posted about this on Seamus McCauley’s Virtual Economics blog, and, on submitting my comment, was told an error had occurred that involved me typing a challenge/response code to prove I wasn’t a bot either! So be careful if you comment on this one: if, like me, you find these bot-proofing systems difficult to read then I wonder what happens. Does Google/WordPress/Blogger ‘ban’ you?

The idea of intelligent search engines – more intuitive than keywords – is a fascinating one. Check out my post on the subject.

It’s not just a website

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Can you just ‘relaunch’ a website? FG thinks not. There has to be a reason for doing it.

I’m in the middle (I hope) of a website relaunch. Where I once was a copywriter, I am now also a web producer and project manager. Part of me thinks this is ok – I have done both in the past, although as my sole occupation at the time – but part of me wonders whether people have a true appreciation for what’s involved.

So, this is what’s involved:

• Before you do anything work out a brief. This will be very similar to a copy brief and, as I’ve said before, it is at the heart of everything you’ll do. It asks questions about what you’re trying to achieve, who the site’s for, the amount of resource you have to achieve this and the timeframe. You cannot spend too long on the brief. Even if you get the sense that people “Just want it done” rather than “Just want it done properly”, insist on the brief and…
• The messages.  Whereas your brief outlines the strategy, the messages form the basis for your content. Essentially these are the brand values (if there any – you may have to go right back and figure them out)  written as, say, four or five bullet points that get across key messages that you want to press home at every opportunity. So, if one message is “We provide great customer service” then try and get that element across whether you’re talking about your HR, your operations and your sales team as well as, of course, your service team. Make sure you can back this up too. Your messages are promises.
• Your messages then form the basis of your copy brief and graphics briefs. As I’ve said, your copy should press these home but so should your images. Try and get your graphic designer to produce one image per message. Then, in the same way your copy constantly refers back to the messages, so do your graphics. Take them as ‘position zero’ every time and you’ll be assured that you won’t wander too far from them.
• At the same time you obviously need a plan. Make sure everyone knows what the plan is and what’s required and when. This is where the project management comes in. You will necessarily need to keep reminding people of their responsibility. Try and delegate work. I’m convinced that the essence of good leadership is not “All these people depend on me” but “I depend on all these people”. This way you’ll get the best out of them and not drive yourself into the ground.
• OK, so things might not always go to plan, so update the plan as you along. A plan isn’t something you produce because you feel you should, then forget it. You need to know whether one element has come in late so that you rearrange other dependencies so that you go live on time.
• I would also recommend keeping a log of things that have caused problems along the way so that you can improve things next time around. If the content management system isn’t up to scratch, then make a note that it should be upgraded or replaced in future. If there is no documentation for processes then get someone to write them up (or do that yourself too).
• Finally, when this is all completed, take a good hard look within the company and ask whether the values and the messaging that you worked out to begin with are really communicated well internally. If no one knew what they were to begin with then chances are, they’re not. This is a big thing: everyone needs to know how they should be working and what they’re working towards. This is where the brand permeates a company inside and out. This is where a company really starts working in a consistent, effective way.

So you can’t really just launch a site as an independent project. It will necessarily involve talking to lots of people and working out the real reason for the launch. Everything is connected. If it isn’t then it’s your task to connect them.

There is more involved and I’ll probably have more to say on this matter as things develop. When it finally does go live I’m hoping I’ll have time to talk about PR and copywriting again.