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Random House launched a website Tuesday celebrating the films and television shows that came from its books. Called Words and Film, the site has a lot of Hollywood-produced video (movie trailers), a few interviews with moviemakers and some lists (because the Internet likes lists).

The site brings together the film and TV properties derived from all of its imprints. Random House is the biggest of the Big 6 publishers, a parent to a wide array of publishing arms. Words and Film brings together books published by Knopf (Steig Larsson's "The Girl with the Dragon Tattoo," "Never Let Me Go" by Kasuo Ishiguro), Scholastic ("Harry Potter and the Deathly Hallows" by J.K. Rowling), Ballantine ("Morning Glory" by Diana Peterfreund), Vintage ("Cool It: The Skeptical Environmentalist's Guide to Global Warming" by Bjorn Lomborg) and more.

Or rather, it brings together the movies and TV shows based on those books.

There are two interesting aspects to the site: first, the collapsing of boundaries between imprints, which would generally act independently of one another, doing marketing and promotion book by book. Secondly, it's a new take on the publishing life cycle: In most cases, by the time a movie is released, the initial marketing push around a book is long over. Generally, by the time a book gets to the screen, it's history -- and the screen version brings it new life, and broader reach. So Random House is interrupting the traditional workflow of book promotion to better fit how people consume culture; that seems smart.

But can the editors and contributors to the site, all Random House staffers, bring a critical eye to the film adaptations they're writing about? How many times have you seen a movie version of a beloved novel only to be disappointed? Will the publishers' website ever say something like, "Skip the film, read the book"?

-- Carolyn Kellogg

Video: A video promoting the "Wallander" mystery series on PBS is featured on the Random House website. Author Henning Mankel's "Wallander" series is published by Vintage. Credit: PBS

Luxury brands have added another elite product to their portfolio: social media marketing. Alongside perfectly stitched handbags and diamond watch bands comes a parade of innovative social media campaigns from the luxury sector – campaigns that offer up lessons to every brand about attracting customers in the online space. The Digital IQ Index ranked the social media campaigns of 72 luxury brands across a wide range of categories. We’ve gleaned five lessons of social media that every brand can learn from following the successes (and failures) of the luxury sector from this report. Want to know your Digital IQ?

Digital IQ is a measurement of how effective these luxury brands are at creating a web presence. It is a dynamic measurement of their online growth, and examines their brand’s website, digital marketing such as email newsletters and blogs, social media presence, influence and content, and mobile efforts.

This is the second year of the Digital IQ test, and a lot has changed in the who’s who of luxury social media leaders. Louis Vuitton and Ralph Lauren remain tied for second place in the top 10, but the other 8 spots are newcomers: Coach, Gucci, Hugo Boss, Burberry, Dolce & Gabbana, Giorgio Armani and Swarovski (tied), and Tiffany.

Facebook pages are a must

If your brand doesn’t have a Facebook page, create one now. Don’t read any more of these tips until you’ve done it. The luxury brands in the top 10 ranked for Digital IQ have found success largely through Facebook: with over half a million fans and a Facebook page growth rate of over 200% year-over-year, it’s clear that Facebook is a significant part of their online strategy.

73% of the luxury brands surveyed listed Facebook as one of their top eight sources of traffic. The social networking giant is a giant boon to brand visibility.

Diversify your social media presence

Brands like Chopard, Rolex and Cartier have all sunk in their Digital IQ year-over-year in large part due to decreasing or failing to increase the number of social networks they use. Their Facebook communities lack engagement, none have a Twitter presence, and only Chopard uses YouTube.

The Digital IQ report reminds these brands – and yours – that social media is a network, not a single or static page:

“An estimated 78 percent of affluent Internet users are active on social networking sites, and 66 percent conduct research online before making a major purchase, suggesting that a limited digital presence could have a negative impact on offline sales.”

E-Commerce drives traffic, improves Digital IQ

Those luxury brands that implemented an e-commerce element to their online presence registered average traffic growth of 263 percent. As the brand that benefited most from this Fabergé saw 947% increase in traffic when it implemented e-commerce.

This lesson makes sense: if your customers can purchase your products directly from you, they’re more likely to visit your site. And, an added benefit of starting an e-commerce service is a deeper understanding of how web branding works. For luxury brands, having an e-commerce service translated to 33% higher Digital IQs than the average.

Apps are a brand’s best friend

The luxury brands surveyed don’t have a unified mobile app strategy, but those that create e-commerce-enabled apps generally have higher Digital IQs than those who don’t. For instance, Gucci’s mobile commerce-enabled app – available for a variety of smartphones and the iPad – has reached 600,000 downloads. Consumers are hungry for shopping-on-the-go, and the first brands to jump on this market demand will surely reap the benefits.

Creativity with Foursquare can lead to brand awareness

Several luxury brands have produced innovative Foursquare campaigns, giving them top marks in Digital IQ. Marc Jacobs ran a promotion offering free tickets to a fashion show and a branded “Fashion Victim” badge; Jimmy Choo challenged Foursquare users to a scavenger hunt around London with the winners receiving free running shoes; Coach gave free cologne to those who checked in to its Men’s Store during the grand opening.

These campaigns are anecdotal evidence of the growing Foursquare trend: Louis Vuitton, the luxury brand Foursquare leader, has 25,000 Foursquare friends, almost 5,000 check-ins and nearly 3,000 unique visitors. Think about how these numbers could be leveraged to get more foot traffic in your brick-and-motor.

Luxury brands are turning to social media and their digital presence to retain and attract new customers. See how your Digital IQ stacks up against theirs by examining these five lessons and checking out the Digital IQ report.

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Search Engine Optimizers (SEO) can wear many different "hats". The color of the single hat is determined by the SEO philosophy and the methods, that is used to optimize websites. We usually speak of:

Black Hat SEO

White Hat SEO

Gray Hat SEO

As an affiliate it is important to understand the difference and the risks between the single SEO Hats.

Black Hat SEO

Black Hat SEO is also known as SEO spamming, and is when someone creates websites that have little or no value, that are intended to trick the search engines into offering irrelevant or low-quality search results.

Black Hat SEO will heavily leverage technology and automation in order to create tons of poor quality sites, and gain inbound links from other websites (link spam). Once the visitor has arrived to the website, the owner of the website will often use some kind of cloaking or redirect to show the visitor a sales page of the products, that is the really goal of the Black Hat SEO technique.

Black Hat SEO are all about getting fast results. The method they use to optimize their websites will often get the website to the top of the search engines very rapidly, but when the search engines catch-on, the website will very often crash or get banned.

I do not condone Black Hat SEO for affiliates, because it is very risky SEO business, and it can especially damaging, when it is used on a website, that you have invested heavily resources in.

White Hat SEO

White Hat SEO focus on building quality content first and SEO second. White Hat SEO may use technology and automation to build their websites too, but they use it to accomplish different goals. They write content for people, not search engines. White Hat SEO tend to rely more on their content and marketing skills to achieve a top ranking, rather than automated programs.

White Hat SEO understand that good search engine rankings takes time and don't try to rush results. White Hat SEO are able to get more inbound links from other websites, because their content is considered valuable. They go by the philosophy CONTENT IS KING.

When you use White Hat SEO tactics you run absolutely no risk of being banned by the search engines and visitors who come to your website will also be more likely to convert.

Gray Hat SEO

A lot of SEO fall into the Gray Hat category, and there are many shades of gray. Some Gray Hat SEO tend to use more questionable tactics and take greater risks. Gray Hat SEO is all about risk versus reward. Some Gray Hat techniques may be frowned by the search engines, but are not necessarily against their rules, while other techniques may be more risky and should be used only after careful consideration.

What SEO hat should you wear ?

The hat that you decide to wear should be determined by your goals and objectives. I would never recommend anybody to use any black hat SEO strategies, because these strategies are short-lived and will almost always get you banned in the search engines.

Everybody should strive to be a white hat SEO and focus on writing quality content. However it may make sense for you in some instances to use Gray Hat SEO tactics to gain a competitive advantage. But when using Gray Hat SEO tactics it is very important, that you measure the risk and reward of each strategy, and determine for yourself, if some of these Gray Hat SEO strategies makes sense for your websites.

But it is important that you never take too big a risk with your most valuable websites, and here it is much more valuable, that you make a more safe and long term SEO strategy for these websites.

About The Author

Morten Hansen has been working with the internet business for several years. If you want to Get a 100% FREE newsletter with hundreds of Internet home business tips and tricks or want to read about some of the most profitable affiliate products on the internet visit my website www.OnlineMoneyTips4you.com

Article Source:

http://EzineArticles.com/?expert=Morten_Hansen

Monday, November 15, 2010

Suggestions While Working With an SEO Company

Facebook pages are a must

Diversify your social media presence

E-Commerce drives traffic, improves Digital IQ

Apps are a brand’s best friend

Creativity with Foursquare can lead to brand awareness

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