SlideShare a Scribd company logo
1 of 86
Download to read offline
The Little Red Book

Analog Pages About A Digital World




                INTRODUCTION

                   -1-
“The pursuit of excellence
 is less profitable than the
 pursuit of bigness, but it
 can be more satisfying.”
           - DAVID OGILVY




          INTRODUCTION

              -2-
You hold in your hand something confusing.

As a book, it represents one of the oldest technologies we
have, coming to us directly from the 15th century by way of
the Guttenberg Bible, the first book to be printed. Library
late fees notwithstanding, the printed book was really a
fantastic idea.
It’s meant to fi t in your pocket, as well, a technolog y that is really only
slightly more recent, debuting around the 18th century as a pouch hung
from the waistband of a pair of pants. Eventually, the pocket became a
part of the pant itself, making it easier for the user to accidentally wash
his wallet along with his jeans. Despite this, the pocket is still, for the
most part, a pretty good idea.

But the content is all intentionally modern. And that may be the confus-
ing part. Why use old technolog y to print out the newest ideas the world
has to offer? As both an old and a constantly new agency, we think the
answer is to look at the world not as an explosion of scary new technolo-
gies, but as a place where the best ideas have always won, new or old.

Maybe the answer is to pick and choose, today, right now, the best that
the old and new world has to offer us, and always be ready to reevaluate,
to change our minds in the face of the novel invention. To us, a great old
brand can always be at the heart of a revolutionary new and innovative
idea. Because all the new ideas in the world can’t change what’s really
true and compelling and real about a great old idea.

But they can make it live.
                                  INTRODUCTION

                                       -3-
AD SPACE
Specific location(s) within a website where an ad can be placed. You
can have several ad spaces on one page, as well as within one site.
Note: Unless you’ve got some sweet strateg y behind the idea, you will
look like an ass if you take advantage of all of them at the same time.




USED IN A SENTENCE:



   “I totally want to use the top ad space
    to sell meat.”




                 GLOSSARY OF INTERNET TERMINOLOGY

                               -4-
AJAX
Nerd-speak for the even nerdier “Asynchronous JavaScript and
XML.” It’s how you can change a piece of content on a page by
fetching info from a server without re-fetching the entire page at the
same time.




USED IN A SENTENCE:



   “The little AJAX doohicky on the page lets
    you click and reload the calendar without
    reloading the whole page.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                    -5-
APPLET
A wee Java program you can drop into an HTML page. Poor thing
can’t access local resources, like files, modems and printers, and isn’t
allowed to talk to the computers across the network. It can only con-
nect to the computer from which it was sent. Not edible.




USED IN A SENTENCE:



   “That java applet started running as soon
    as I loaded the page, insulting me.”




                 GLOSSARY OF INTERNET TERMINOLOGY

                               -6-
AVATAR
An Internet alter ego used for games, chatting, etc. Generally cuter,
with a better body and cooler hair than its human counterpart.
Popularized by Lord of Nerds and purveyor of cyberpunk, Neal
Stephenson, in his 1992 novel, Snowcrash.




USED IN A SENTENCE:



   “My avatar in Worlds of Warcraft is a
    total babe.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   -7-
BANDWIDTH
The amount of data, measured in bits or bytes, that your connection
can get from one place to another in a given period of time. In this
case, bigger is better.




USED IN A SENTENCE:



   “If bandwidth permits, I’d like to stream
    that video of Bob falling on his butt at the
    Christmas party.”




                GLOSSARY OF INTERNET TERMINOLOGY

                              -8-
BLOG
A self-published online journal, commonly used to air a frustrated
writer’s dirty laundry.




USED IN A SENTENCE:



   “My blog is mostly about the exploits of my
    cat. I am unsure how many cats actually
    read it.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   -9-
“A good advertisement
 is one which sells the
 product without drawing
 attention to itself.”
         - DAVID OGILVY
BLOGOSPHERE
A universe composed entirely of blogs and bloggers. It’s more fun than
it sounds. Seriously.




USED IN A SENTENCE:



   “There was a great disturbance in the
    blogosphere, as if millions of voices cried
    out in terror and were sort of boring and
    poorly punctuated.”



                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 11 -
BROADBAND
Refers to any connection faster than dial-up.




USED IN A SENTENCE:



   “For all of our users with a broadband
    connection, we will animate the frogs.”




                GLOSSARY OF INTERNET TERMINOLOGY

                              - 12 -
BROWSER
A window into the entire Internet. These are the programs that
translate HTML, allowing you to view websites. Examples include
Firefox, Safari, Explorer, Netscape.




USED IN A SENTENCE:



   “I had to load a newer browser on Bob’s
    computer. The old one couldn’t read the
    streaming fi le of him falling on his butt at
    the Christmas party.”



                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 13 -
BUFFERING
The often infuriating act of “holding” onto some data while it
is being moved from one place to another. This is the reason your
streaming music and video files can start immediately, and then
poop out, causing you to wait forever for them to restart, rather than
making you wait forever until they start in the first place.




USED IN A SENTENCE:



   “Twenty minutes later and this movie of
    Bob falling on his butt at the Christmas
    party is still buffering.”




                 GLOSSARY OF INTERNET TERMINOLOGY

                              - 14 -
CACHING
A method computers use to save themselves work by storing frequently
accessed web files. Browers do it with web addresses, too, which is
why that halitosis site you accidentally accessed last month comes up
automatically every time you now type in the letters H-A.




USED IN A SENTENCE:



   “There is a new version of the Bob’s butt
    video up but the old one may still be
    caching.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 15 -
“Advertising people who ignore
 research are as dangerous as
 generals who ignore decodes
 of enemy signals.”
            - DAVID OGILVY
CHAT
When two people talk to each other in real time on the web by
typing. It’s like email but even better! Certain copywriters prefer
this method of communication to opening their mouths and actually
speaking to the people around them.




USED IN A SENTENCE:



   Memo from the Boss: “Please open your
   chat application so I can properly repri-
   mand you in real time.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 17 -
CLICK
The act of clicking your mouse – but even more complicated! Adver-
tisers around the world have identifi ed three kinds of clicks: clicking
through, which means your click sends you to another page; in-unit
clicking, which means your click sends you to another part of the ad;
and mouseover-ing, which really isn’t clicking at all, but usually
causes a banner to expand over whatever it was you were trying to
read in the first place.




USED IN A SENTENCE:



   “I clicked on the ad for that movie ‘Click’,
    thinking I could take the girls to see it. I
    should have known they wouldn’t invite
    Clinique. She’s not a part of their clique.
    She has great skin, though.”


                 GLOSSARY OF INTERNET TERMINOLOGY

                               - 18 -
COOKIE
A tiny file a website can drop (by rounded spoonfuls, of course) in a
user’s hard drive, from which it gathers information about said user,
like ID info, shopping cart info, etc. Cookies can be temporary or last
until an unlikely user discovers it and tosses it out.




USED IN A SENTENCE:



   “That cookie recipe site set a cookie on my
    browser that I can’t seem to kill.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 19 -
CPC
Cost per click. When advertisers pay for ad space only when some-
body clicks on their ad. Sweet deal, but not the best when it comes
to branding.




USED IN A SENTENCE:



   “I had the CPC down to about $.001.
    The company hates me.”




                GLOSSARY OF INTERNET TERMINOLOGY

                              - 20 -
CRM
Customer relationship marketing. Marketing intended to increase
customer investment and loyalty. Sometimes used to refer to any
communication plan.




USED IN A SENTENCE:



   “The first rule of CRM is that we should
    probably talk about CRM. How are we
    talking to our users?”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 21 -
DOMAIN
A name that identifi es one or more IP addresses.




USED IN A SENTENCE:



   “ We have our own top-level domain
     available at ‘greatcatpictures.com’”




                GLOSSARY OF INTERNET TERMINOLOGY

                             - 22 -
“Don’t bunt. Aim out of
 the ball park. Aim for the
 company of immortals.”
          - DAVID OGILVY
DRILL DOWN
When your user goes deeper into the content of your site.




USED IN A SENTENCE:



   “I had to drill down like thirty pages to get
    to her phone number. Stalking is hard.”




                 GLOSSARY OF INTERNET TERMINOLOGY

                              - 24 -
DYNAMIC AD PLACEMENT
When you can rotate out different ads in your ad space based on the
info at hand. So the more info the site has given you on the user, the
more you can place just the right ad in front of just the right user. It
has become a common game amongst people who use gmail to throw
fun words into their gmail messages just to change the ads that are
served up to them.




USED IN A SENTENCE:



    “According to the dynamic ad placement on
     this page, I am a huge Ashley Olsen fan.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                    - 25 -
DYNAMIC ROTATION
In the words of Forrest Gump, dynamic rotation means your ads are
like a box of chocolates — you never know what you’re gonna get.
Randomly rotating ads.




USED IN A SENTENCE:



   “I just kept reloading the page until the
    fish food ad came up in dynamic rotation.
    Then, as great men before me have done
    for decades, I clicked on the fish.”



               GLOSSARY OF INTERNET TERMINOLOGY

                            - 26 -
EXPANDABLE BANNER
An ad that gets bigger when your user clicks on it or rolls over it.
Generally occurs while they’re trying to use something else.




USED IN A SENTENCE:



   “I’ve been rolling on and off this expandable
    banner for the last 2 hours. It’s hypnotic.
    Someone please turn off my monitor.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                    - 27 -
FIREWALL
The imaginary security wall that protects your computer from the
cruel, cruel world of the Internet. You keep traffic out or let it in
based on a complex set of rules.




USED IN A SENTENCE:



   “My firewall won’t let me download
    anything from stupidcatpictures.com,
    so I’m done working for today.”




                 GLOSSARY OF INTERNET TERMINOLOGY

                               - 28 -
FLASH
Once an application used to torment users with long loading times,
embarrassingly amateur animations and stock music, Flash has
since developed into a powerful scripting and visual display tool.




USED IN A SENTENCE:



   “I think we should use Flash for the whole
    site so that these little eyeballs can follow
    you around everywhere you click. There
    is nothing like a paranoid user.”



                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 29 -
“I do not regard advertising
 as entertainment or
 an art form, but as a
 medium of information.”
           - DAVID OGILVY
FTP
File transfer protocol. Refers to the secret language used to transfer
files between computers on the World Wide Web.




USED IN A SENTENCE:



   “If you can just FTP those fi les to my
    server, I can just pretend I made them
    myself. Thanks.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                    - 31 -
HIT
When a user visits a website. Much like in baseball, this is a
good thing and the first step toward the home run of advertising:
a purchase.




USED IN A SENTENCE:



   “Man, that day that we put up the video of
    Bob falling over on our site, we must have
    gotten a brazilian hits.”

                      — A brazilian is a mythical number exponentially
                      larger than any number known to non-Latin people.



                GLOSSARY OF INTERNET TERMINOLOGY

                                - 32 -
HTML
Hyper Text Markup Language. Basically, tells your web browser
what to display so you see a web page rather than a bunch of words
and brackets. At the root, the content of a page you’re seeing.




USED IN A SENTENCE:



   “The HTML on the website is about to
    explode. Just kidding. HTML is just a
    bunch of words. I’m just kidding with
    you. Come back….”



                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 33 -
IMPRESSION
Ad speak for when somebody looks at your ad. How do you know
they saw it? The same way you know they watched your commercial
on TV instead of getting up to take a snack break (read: you don’t).




USED IN A SENTENCE:



   “ We paid for one brazilian impressions for
     this ad. That’s right. One brazilian. That
     should get us some click-throughs.”

                      — We would like to apologize in advance to natives
                      of Brazil who prefer not to be addressed as a unit of
                      measurement.

                GLOSSARY OF INTERNET TERMINOLOGY

                                - 34 -
INFORMATION ARCHITECTURE
A site without information architecture would be like a library with
all the books thrown in a big pile. Not cool. That’s why you need
an information architect. As annoying as those type-A personalities
can get, somebody has to take responsibility for fi guring out what a
site actually does and how people are going to get around it, and then
put together a blueprint that everybody else can work from. If your
interface, interaction, navigation, and design aren’t built on a solid
foundation, then you’re out of luck.




USED IN A SENTENCE:



   Sign on the wall: “The information architect
   is going to deliver the site map on Tuesday,
   so please leave all food outside of her cage
   until then.”



                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 35 -
IP ADDRESS
A series of numbers hiding underneath those unevolved word
addresses humans use that allow computers to identify each
other. Every IP address is unique, much like every snowflake.




USED IN A SENTENCE:



   “ We can tell who you are when you come
     to the site by reading your IP address, so
     don’t try to trick us, Bob.”




                GLOSSARY OF INTERNET TERMINOLOGY

                             - 36 -
“If you’re trying to persuade
 people to do something, or
 buy something, it seems
 to me you should use their
 language.”
           - DAVID OGILVY
JAVASCRIPT
A language that runs on your users’ computers, often in tandem
with HTML. It’s fun for advertisers because the user’s computer
shares the processing load — as opposed to your expensive and
space-stressed server.




USED IN A SENTENCE:



   “I have a javascript script on my page that
    prevents you from closing the page. You
    know who else would have done that if he
    could have? That’s right. Lex Luthor.”



                GLOSSARY OF INTERNET TERMINOLOGY

                             - 38 -
JUMP PAGE
A little microsite that you “jump to” from an online ad. Jump
pages let you seed content that matches what you’ve already written,
and are also an easy way to track who’s coming from which ad.
Popular for registering users and contests. Sounds more physical than
it really is.




USED IN A SENTENCE:



   “ We’ll use a jump page to figure out who
     gets to our website by clicking on the frog.
     We’ve invested money in this frog and
     must have verifiable frog metrics.”



                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 39 -
LINK ROT
When your links are so old, they don’t get anybody anywhere
anymore. It doesn’t take a rocket scientist to realize that this is not
the best strateg y for encouraging return visits to your website. But,
again, there is a difference between rocket science and web develop-
ment so maybe that analog y wandered off the compound a bit.




USED IN A SENTENCE:



    “It’s hard to use this rocket science website
     due to the rampant link rot.”




                 GLOSSARY OF INTERNET TERMINOLOGY

                               - 40 -
MASH-UP
A mash-up is when you take one application and combine with
another to create a super-function. For example, if you mashed up
a local crime statistics page with a Google map, you’d be able to see
exactly where each report took place. Still don’t get it? Check out a
whole bunch of them at mashupawards.com




USED IN A SENTENCE:



   “My new mash-up uses Google maps and
    an online list of neighborhood bars to tell
    you where my husband is at any one time.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 41 -
MOUSEOVER
An action that, not surprisingly, happens when you move your mouse
over something. Mouseovers cause whatever you’re looking at to
change — a link can light up, a menu drop down or a banner expand.
A mouseover is a signal that there’s more information to come.




USED IN A SENTENCE:



   “I have an idea. Maybe the mouseover
    for this button should be a picture of a
    mouse. But an entirely DIFFERENT
    mouse. Wrap your head around that.”



               GLOSSARY OF INTERNET TERMINOLOGY

                            - 42 -
OPT IN/OPT OUT
This is the word to describe whether or not a user wants to subscribe
(opt in) or unsubscribe (opt out) from a newsletter or mailing. It can
also refer to an advertising email list users are subscribed to without
their permission. Our research shows this tends to piss people off.




USED IN A SENTENCE:



   “I tried to opt out of this email chain, but
    it didn’t work. Maybe I should opt in to a
    punch in the list administrator’s face.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 43 -
“Never write an advertise-
 ment which you wouldn’t
 want your family to read.
 You wouldn’t tell lies to your
 own wife. Don’t tell them
 to mine.”
            - DAVID OGILVY
PODCAST
Podcast, (from the Latin iPod and broadcast) are kind of like
the renaissance of shortwave radio. These are often distributed
via RSS feed, and can be syndicated, subscribed to, and
downloaded automatically.




USED IN A SENTENCE:



   “I’ve been listening to a podcast done in
    some guy’s bathroom. It’s remarkable
    how clear the splashing noises are.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 45 -
PORTAL
A portal is a single web page that serves as an entrance to many
others, usually on a similar subject. It can be the starting point for a
looooong user session, which means that if you build one that people
use, you’ve got an audience that could spend hours on it and keep
coming back for more. Popular portals are search sites, like yahoo.com;
local directories for a specific city; news, weather, stock, entertainment,
and any subject users could possibly imagine.




USED IN A SENTENCE:



    “That guy just started a Natalie Portman
     portal, collecting everything all over
     the web about Natalie Portman. It’s
     a Portmanal.”



                 GLOSSARY OF INTERNET TERMINOLOGY

                                - 46 -
QUERY
This is nerd-talk for asking a question of a database of information.
In the code, a programmer would write a query to, say, give you
all the subscribers in the state of Illinois, or another query to fi nd
subscribers in Chicago.




USED IN A SENTENCE:



   “The last query returned no people who
    live in Chicago who are currently willing
    to come clean my house.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 47 -
RE-DIRECT
A method of translating one page to another — like an automatic
detour. For example, typing kraftsingles.com into your browser will
redirect you to www.kraftfoods.com/kraftsingles. If you’re prescient,
you can buy up lots of web addresses and redirect them all to your
site (like grilledcheese.com, cheesygoodness.com, etc), as long as they
aren’t the trademarked brand of somebody else, which would result in
a long court case and make everybody unhappy.




USED IN A SENTENCE:



   “So we’re going to re-direct the URL ‘buy-
    some-cheese’ directly to the online cheese
    store in the site. We need to move this
    cheese.”



                 GLOSSARY OF INTERNET TERMINOLOGY

                              - 48 -
RICH MEDIA
This is the good stuff, and that’s why rich media ads cost more
to produce. It’s a web communication that can incorporate sound,
interactivity, animation and video. Rich media ads are Cadillac of
online ads (caveat: if they’re functional, well-designed, a welcome
interruption and appropriate to the situation). Oddly, very often rich
media does not cost any more to place than standard media (which
are not called poor media).




USED IN A SENTENCE:



   “That rich media banner just insulted me.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 49 -
RSS FEED
Rich site summary. Some people call it really simple syndication.
It’s a little piece of code that allows you to dynamically pull informa-
tion from one site and display it elsewhere. This can allow you to
syndicate frequently changed content for the average users, like news
headlines, blog entries or even podcasts.




USED IN A SENTENCE:



   “There is an RSS feed of my blog in case
    anyone wants to put my stories about my
    crazy cat on their own web page.”




                 GLOSSARY OF INTERNET TERMINOLOGY

                               - 50 -
“There is no need for
 advertisements to look
 like advertisements.”
        - DAVID OGILVY
SERVER
A server is a computer that receives requests from many small
computers on a network or the Internet, and provides information
back to your user’s computer.




USED IN A SENTENCE:



   “I crashed the server again when I spilled
    my beer onto it. This is one of the
    dangers of the Internet, and, concur-
    rently, one of the dangers of beer in the
    workplace.”


                GLOSSARY OF INTERNET TERMINOLOGY

                             - 52 -
SKINS
A skin is a new look and feel, the common name for the front end, or
visual aspects of the site, created by a style sheet. Often customizable
or interchangeable, you can use them to change the look of your
browser, chat programs and anything else that somebody’s been kind
enough to create a skin for. Also, the largest organ of your body, in the
event you are a trivial pursuit fan.




USED IN A SENTENCE:



   “Do you like the new skin on my website?
    It’s Leopard skin. Please skim the site and
    let me know what you think. Also, grab
    some skim milk at the corner store. I want
    to stay skinny. Ok. Slap me some skin.”


                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 53 -
SMART CARD
A smart card is the same size and shape as a credit card but uses
a different technolog y to store information. It is much more like a
tiny hard drive, with an embedded microprocessor inside, than it is
a credit card, which has a magnetic stripe that can be overwritten.
Applications for the smart card include loyalty programs and higher
security identification.




USED IN A SENTENCE:



   “On this smart card, they’ve stored every
    meat purchase I’ve ever made.”




                GLOSSARY OF INTERNET TERMINOLOGY

                              - 54 -
SMS
Short message service. This is a system for sending short text
messages to mobile phones. If you are 17 years old, this is probably
your primary mode of communication.




USED IN A SENTENCE:



   “ We need to develop an SMS marketing
     plan to talk to those 17-year-olds.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 55 -
SOCIAL NETWORKING SITE
A defi nition simply doesn’t do social networking justice. These sites
have forever changed the way people interact on the web. A website
where people can create their own pages and talk to each other, post
comments about each other, discover new media, date each other, pass
around music, pretend to be attractive 18-year-old girls, etc.




USED IN A SENTENCE:



   “I’ve been talking to an attractive 18-year-
    old girl on this social networking site. Her
    name is Bob.”




                GLOSSARY OF INTERNET TERMINOLOGY

                             - 56 -
SPAM
Unwanted email delivered to a user. Usually sent in large amounts
by a bulk server. Many email programs use Bayesian filters to make
guesses as to what is spam and what is real mail. Also a meat
product specifically designed to be fried. Despite the undesirability
of spam (the email), you have to wonder how the awareness of spam
(the food product) has benefitted.




USED IN A SENTENCE:



   “I need to fry me up some spam (the food
    product) while I am going through the
    spam (the email) in my spam (the email)
    folder.”



                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 57 -
“Our business is infested
 with idiots who try
 to impress by using
 pretentious jargon.”
         - DAVID OGILVY
SPLASH PAGE
An outdated web practice where the first page is a logo or animation
that is the gateway to the rest of the site. Think of it as an unneces-
sary blockade to your website.




USED IN A SENTENCE:



   “ We need a splash of red on that
     splash page.”

                     — Above joke should be told by a superior beyond
                     the point where it is even remotely amusing. This
                     adds to the unexpectedness and post-post-modernity
                     of the delivery.


                      GLOSSARY OF INTERNET TERMINOLOGY

                                    - 59 -
STATIC AD
Like a billboard on the web — an ad without the bells and whistles.
It sits and looks pretty. If it’s compelling enough, there’s no reason it
can’t be every bit effective as a simple Flash ad.




USED IN A SENTENCE:



   “I’m not sure how effective our static ad
    was. Maybe the banana should have been
    dancing.”




                 GLOSSARY OF INTERNET TERMINOLOGY

                               - 60 -
STREAMING
A process of sending parts of information as they’re needed to the
user, rather than waiting for the entire package.




USED IN A SENTENCE:



   “ We ran a streaming video of Bob falling
     on his butt at the Christmas party and
     crashed the server.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 61 -
STYLE SHEET
A separate document that dictates the fonts, layouts and other visual
information about a web page. The document uses Cascading Style
Sheets, or CSS, a language that divorces the look and feel from the
content and lets you address each on its own.




USED IN A SENTENCE:



   “ We built a new style sheet for the site that
     has larger type so that Bob’s Grandma
     will stop calling to complain.”




                GLOSSARY OF INTERNET TERMINOLOGY

                              - 62 -
TARGET AUDIENCE
The group of people intended to be addressed by your digital effort.
More important than in many other media because they can choose to
be involved in your brand directly.




USED IN A SENTENCE:



   “The target audience for this web promotion
    is mostly women between the ages of 25
    and 34 who make over 300,000 dollars a
    year and would just like to give us some
    money for no readily available reason.”


                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 63 -
TOTAL VISITS
The number of visits to a website made by any user over a specifi ed
period of time. Obviously, one of the marketing goals of a site is to
increase the hell out of this.




USED IN A SENTENCE:



   “I promised our web development team
    that once our total visits came to 2 million
    we would let them out of the basement for
    a Mountain Dew and some Oreos.”



                 GLOSSARY OF INTERNET TERMINOLOGY

                              - 64 -
“Encourage innovation.
 Change is our lifeblood.
 Stagnation our death knell.”
            - DAVID OGILVY
URL
Uniform resource locator. Basically, a web address. These can be
bought for periods of time and redirected to the server of your choice.
They do expire, however, as there is a service that is responsible for
the redirection. If they do expire, they will instantly be grabbed up by
shady people looking to draw impressions for sales sites.




USED IN A SENTENCE:



   “ We need to go online and see if the
     URL ‘pleasebuyournewproduct’ is
     still available.”




                 GLOSSARY OF INTERNET TERMINOLOGY

                               - 66 -
USABILITY
How easy or difficult it is to use something. You might ask, “Hey,
I wonder why an entire glossary page was wasted on this.” It is
because usability is so very important. And we needed another “U.”




USED IN A SENTENCE:



   “Once we do some usability testing, we’ll
    have a better idea whom to fire.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 67 -
USER INTERFACE
What the common person understands as the web page. This is
the graphical environment that the user sees when interacting with
the functionality of a site or digital application. It’s what they will
usually complain about first.




USED IN A SENTENCE:



   “The user interface for this website is terrible.
    I can barely see the naked people.”




                 GLOSSARY OF INTERNET TERMINOLOGY

                               - 68 -
WIDGET
A vague, universal term to describe a stand-alone block of code that
does something. You might say, I want a widget that sends an email,
or a widget that shows me how many visitors I’ve had to my site, and
so on. In a meeting, it is often appropriate to ask a web development
team if it’s not possible to do that in a widget.




USED IN A SENTENCE:



   Memo to web development team: “Can we
   just do that in a widget?”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                   - 69 -
WIKI
A blog on steroids. Any users can add, modify or delete content — a
living, open source document. Ususally used by a group of users to
create a reference that any one of them can add to, edit, or delete.
Wikipedia is probably the most famous example.




USED IN A SENTENCE:



   “Hey, guys. My favorite message board
    just started a reference wiki for the users;
    let’s add the word ‘butt’ to every page!!”




                GLOSSARY OF INTERNET TERMINOLOGY

                             - 70 -
XML
Extensible Markup Language. An all-purpose format for encoding
data that makes it possible for any kind of data to be listed, shown
and displayed. It has no visual properties attached to it and is actu-
ally really simple to code and read. In an XML file, data is encoded
like this:

<joke>

           <setup>Why did the hobo cross the road?</setup>

           <punchline>Because he was stapled to a chicken</punchline>

</joke>



USED IN A SENTENCE:



   “I have an XML fi le on my server listing
    every comic book in my entire collection.
    I will never have sex.”




                      GLOSSARY OF INTERNET TERMINOLOGY

                                    - 71 -
“Unless your advertising
 contains a big idea, it
 will pass like a ship in
 the night.”
         - DAVID OGILVY
WEBSITE
              Do:                                   Don’t:
Be conversational, entertaining,      Force people to have to visit your
engaging and more fun than you        site just to interact with your
think you need to be                  brand

Take opportunities to wow the         Miss out on having your own
user with a little bit of magic,      top level domain. Many users
provided he can still fi nd what       will get to your site by just typ-
he’s looking for                      ing it in and it shows leadership
                                      in the category if you are there.
Remember that there are some
pieces of information that the        Force your user to have to know
user “owns” and that informa-         how your business works to use
tion must be immediately              your website
accessible
                                      Forget that the user has needs
Remember that some functions          of his own, on top of what you
of your site are a product served     need
up by your brand. Some are fun
                           DIGITAL DOS AND DON’TS

                                    - 73 -
MOBILE
             Do:                                      Don’t:
Remember that this is a user’s             Send a brand only message
most trusted friend
                                           Think that ringtones and
Find a function that the user              patterns are enough to stay top
really wants to access over his            of mind
cell phone and deliver it
                                           Share users’ information ever
Let users interact with each
other when possible                        Forget that just because the user
                                           opted in once, they necessarily
Remember that people have their            want to opt in every time
phones with them even during
times when they’re away from               Forget that some people text
their computer                             more than they call, and play
                                           games more than they do both
Let the user decide when and
how he wants to be talked to
over phone
                       DIGITAL DOS AND DON’TS

                                  - 74 -
SOCIAL NETWORKING
              Do:                                   Don’t:
Tailor what you do to the             Invest a huge amount of money
specific social networking site        without a business objective or
                                      metrics plan
Communicate with users in
ways that they anticipate, expect     Try to recreate functionality that
and appreciate                        already exists that people are
                                      already using
Provide incentives for users to
disseminate your message              Force people to enter too much
                                      information in order to network
Remember that the user doesn’t        with you.
have to interact with you, so
provide a compelling reason in        Drop the ball on keeping in
their language and their world        touch with your users

Remember that people social           Fail to give them credit for
network to have fun                   their ideas


                           DIGITAL DOS AND DON’TS

                                    - 75 -
ONLINE MEDIA
             Do:                                    Don’t:
Try to learn what people do on          Try to convert the intent of
the site your online media piece        the people on the site you are
is hosted on                            hosted by

Have a function in mind for             Force the user into too many
your online media piece                 clicks to get to where he wants
                                        to go
Have a business objective that is
measurable and unique for your          Trick users into thinking that
online media buy                        they are going somewhere else
                                        (trick-throughs)
Use rich media, experiential
and entertaining technologies if        Think that remembering your
the site population enjoys that         brand from a banner is enough

Get metrics you can use for the         Diverge radically from your look
next time                               and feel without a reason


                       DIGITAL DOS AND DON’TS

                               - 76 -
VIRAL MEDIA
              Do:                                     Don’t:
Realize that not every piece of        Forget to give the user an easy
media will be viral                    way to send it on

Remember that there are certain        Think that a single viral piece
levers that make something             can reach your entire user base
viral: Controllability, Beauty,
Mystery, Shock, Functionality,         Forget that for someone to own
Wow (how did they do that)             something emotionally, it must
Factor, and Extreme truth.             be personal. This means not
                                       everyone will get it
Be honest about your work. If
something is not going to be           Try to make everything viral.
viral, it’s really not going to be     Some things work better as paid
viral                                  media

Be honest about your brand             Underestimate the intelligence of
guardrails before launching into       the audience
a viral project
                             DIGITAL DOS AND DON’TS

                                     - 77 -
BLOGGER OUTREACH
             Do:                                   Don’t:
Remember that everyone can be          Spam bloggers as a group
the media now
                                       Try to con them without having
Treat your blogger friends as          read what they write
though they had a listenership
of a million people. Tomorrow          Lie to them. One principle joy
they may                               of a blogger is to make drama
                                       around situations where they
Provide bloggers with the things       were disrespected
they need: news, content, and
the right to feel important            Forget to be funny, entertain-
                                       ing, interesting. The blogger is
Trust them with early news and         looking for a story. Don’t forget
remember who kept the trust            to make a story out of your
                                       conversation with them — one
Incentivize them to do what they       that can coopt their “elevator
do best                                conversation”


                      DIGITAL DOS AND DON’TS

                              - 78 -
SEARCH ENGINES
              Do:                                    Don’t:
Make search engine optimiza-           Forget to make search engine
tion and marketing a legitimate,       optimization a priority
funded part of your year plan
                                       Forget that, many days, the
Remember that Google is not the        majority of your web users will
only search engine                     come from search engines

Recognize what the user is             Settle for a second or third
searching for and fi gure out how       placement for searches on your
the brand can help                     own brand name

Link outward to places relevant        Forget to tailor your pages for
to the user. This increases your       maximum search potential
relevancy to the user
                                       Force people away from relevant
Make specific sections of your          search returns to view your
site do specific jobs that the user     brand
may search for
                            DIGITAL DOS AND DON’TS

                                     - 79 -
COMMUNITY CONTENT
             Do:                                    Don’t:
Mobilize your mavens to seek            Try to modify your brand’s own
out and edit community content          Wikipedia page. It’s against
for you                                 their rules

Consider what other people              Ignore brand-damaging
write about your brand online to        accusations on Wikipedia or
be research and use it                  other community blog sites

Remember that everyone on the           Forget that transparency and the
web is the media now                    truth work best on the web

Incentivize people who are al-          Think that people will believe
ready talking about your brand          you automatically and disbelieve
                                        what is posted online
Work to change minds if that
mind has a huge audience                Think that you can get every
                                        single person online telling the
                                        exact same story
                      DIGITAL DOS AND DON’TS

                               - 80 -
“There are very few products
 which do not benefit from
 being given a first class
 ticket through life.”
           - DAVID OGILVY
On the web, in instant messenger applications, in text messages and else-
where, we see users taking the opportunity to simplify and decrease the
sheer amount of typing work necessary to communicate. This, presum-
ably, leaves more time for texting pictures of your butt to random numbers
in your phone book. The following are a few of these simplifi cations.
                 BF                                   LY
             Boy friend                             Love ya
                BRB                               NP or N/P
           Be right back                          No problem
                BTW                                  OIC
             By the way                            Oh, I see
                 CU                                  OMG
              See you                             Oh my God
                CYA                                  PAW
          See ya or CYA                      Parents are watching
                 F2F                               ROTFL
            Face to face                 Rolling on the floor laughing
                 FYI                               SNAFU
       For your information             Situation normal, all f***ed up
                 GF                                   SO
             Girlfriend                        Significant other
               HHIS                                  SUP
      Hanging head in shame                        What’s up
            ILU or ILY                               TIA
             I love you                       Thanks in advance
              IMHO                                   TMI
      In my humble opinion                  Too much information
               IMing                                TTFN
        Instant messaging                        Ta-Ta for now
                 JK                                   TY
            Just kidding                          Thank you
                   k                                 WTF
                  ok                          What the F*&@# ?
                KISS                                  YW
       Keep it simple stupid                    You’re welcome
              LMAO                                   EOM
       Laughing my a** off                      End of message
                      FAMOUS EMOTICONS

                            - 82 -
Similarly, all over message boards and email applications, we see users
chopping big words into little ones whenever possible. Do they all make
sense? No. But if we were paying for ink, we would appreciate the
amazing lexigraphical restraint. As an aside, it is completely acceptable
to pinch someone for using one of these in real life. We have to maintain
some communication standards or we are just monkeys.

       :) I’m happy.                      d:-) I’m wearing dopey hat.
       :( I’m perturbed.                >:-< I am very, very, angry.
      :-) I’m happy and I have          (::()::) I’m offering you a
          a nose.                                virtual Band Aid for
                                                 your pain.
     {:-) I’m happy and I have a
          full head of hair.       (((your I’m giving you a virtual
                                  name))) hug.
      :-( I’m sad and I have a
          nose.                         (|) You’ve just been
                                            mooned.
       ;) You and I are sharing a
          private joke.               O :-) I’m an angel.
      :o I am surprised.                     :-} I have a beard.
      :P I’m looking goofy with              :-] I’m grimacing.
         my tongue out.
                                         *:o) I’m clowning around.
     :-| I’m apathetic.
                                             :-t I am not delighted.
    :-D Somebody just said
        something hilarious.



                  INSTANT MESSENGER AND TE X T ABBRE VIATIONS

                                    - 83 -
Every website is important. Unfortunately, some are more important
than others. Some work harder for brands, some work harder for people.
If this book were bigger, there would be more words, there would be more
sites, there would be more ideas, more explanations, more talking points,
and certainly more quotes from David Ogilvy. We hope to be here to keep
updating, inspiring, and innovating with you...

     Ask Metafi lter    ask.metafi lter.com
          Blogger      www.blogger.com
         Craigslist    www.craigslist.org
         Delicious     del.icio.us
         Facebook      www.facebook.com
            Flickr     www.fl ickr.com
         MySpace       www.myspace.com
    Pandora Radio      www.pandora.com
             Pogo      www.pogo.com
            Salon      www.salon.com
            TMZ        www.tmz.com
           Twitter     www.twitter.com
        Wikipedia      www.wikipedia.org
         YouTube       www.youtube.com




                         IMPORTANT WEBSITES

                                - 84 -
“There is nothing so
 demoralizing as a boss
 who tolerates second
 rate work.”
         - DAVID OGILVY
INTRODUCTION

   - 86 -

More Related Content

What's hot

Social Media Marketing Trends 2023 // The Global Indie Insights
Social Media Marketing Trends 2023 // The Global Indie InsightsSocial Media Marketing Trends 2023 // The Global Indie Insights
Social Media Marketing Trends 2023 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
The Secret to Brand Growth? Mental and Physical Availability
The Secret to Brand Growth? Mental and Physical AvailabilityThe Secret to Brand Growth? Mental and Physical Availability
The Secret to Brand Growth? Mental and Physical AvailabilityPercolate
 
Psychology Hacks to Boost your Marketing
Psychology Hacks to Boost your MarketingPsychology Hacks to Boost your Marketing
Psychology Hacks to Boost your MarketingMoving Targets
 
Anatomy of the Oreo Campaign
Anatomy of the Oreo CampaignAnatomy of the Oreo Campaign
Anatomy of the Oreo CampaignVCU Brandcenter
 
The big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeThe big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeOgilvy
 
Brands That Do: Building Behavior Brands
Brands That Do: Building Behavior BrandsBrands That Do: Building Behavior Brands
Brands That Do: Building Behavior BrandsOgilvy
 
Ogilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaLOgilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaLChester Lau
 
Brand Restart 2023: Tomáš Petrek - Branding Fundamentals – kľúčové poznatky z...
Brand Restart 2023: Tomáš Petrek - Branding Fundamentals – kľúčové poznatky z...Brand Restart 2023: Tomáš Petrek - Branding Fundamentals – kľúčové poznatky z...
Brand Restart 2023: Tomáš Petrek - Branding Fundamentals – kľúčové poznatky z...Taste
 
SERP Layout on Desktop Search_Training Deck
SERP Layout on Desktop Search_Training DeckSERP Layout on Desktop Search_Training Deck
SERP Layout on Desktop Search_Training DeckSilvia Alongi
 
Creative Planning @ Miami Ad School
Creative Planning @ Miami Ad SchoolCreative Planning @ Miami Ad School
Creative Planning @ Miami Ad SchoolThe Planning Lab
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
 
Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!XPLAIN
 
Brand Restart 2023: Graeme Murray - Greenwashing - too good to be true?
Brand Restart 2023: Graeme Murray - Greenwashing - too good to be true?Brand Restart 2023: Graeme Murray - Greenwashing - too good to be true?
Brand Restart 2023: Graeme Murray - Greenwashing - too good to be true?Taste
 
SXSW 2016: The Need To Knows
SXSW 2016: The Need To KnowsSXSW 2016: The Need To Knows
SXSW 2016: The Need To KnowsOgilvy Consulting
 
CYBERCRIME - Copy.pptx
CYBERCRIME - Copy.pptxCYBERCRIME - Copy.pptx
CYBERCRIME - Copy.pptxSunnyRajak12
 
How to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild AlchemyHow to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
 
Overview of Vietnam Healthcare and Medical Device Market
Overview of Vietnam Healthcare and Medical Device MarketOverview of Vietnam Healthcare and Medical Device Market
Overview of Vietnam Healthcare and Medical Device MarketIpsos Business Consulting
 

What's hot (20)

Social Media Marketing Trends 2023 // The Global Indie Insights
Social Media Marketing Trends 2023 // The Global Indie InsightsSocial Media Marketing Trends 2023 // The Global Indie Insights
Social Media Marketing Trends 2023 // The Global Indie Insights
 
The Secret to Brand Growth? Mental and Physical Availability
The Secret to Brand Growth? Mental and Physical AvailabilityThe Secret to Brand Growth? Mental and Physical Availability
The Secret to Brand Growth? Mental and Physical Availability
 
Consumers insights
Consumers insightsConsumers insights
Consumers insights
 
Psychology Hacks to Boost your Marketing
Psychology Hacks to Boost your MarketingPsychology Hacks to Boost your Marketing
Psychology Hacks to Boost your Marketing
 
Anatomy of the Oreo Campaign
Anatomy of the Oreo CampaignAnatomy of the Oreo Campaign
Anatomy of the Oreo Campaign
 
The big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeThe big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purpose
 
Brands That Do: Building Behavior Brands
Brands That Do: Building Behavior BrandsBrands That Do: Building Behavior Brands
Brands That Do: Building Behavior Brands
 
Ogilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaLOgilvy DO Brief - Chester's big ideaL
Ogilvy DO Brief - Chester's big ideaL
 
Brand Restart 2023: Tomáš Petrek - Branding Fundamentals – kľúčové poznatky z...
Brand Restart 2023: Tomáš Petrek - Branding Fundamentals – kľúčové poznatky z...Brand Restart 2023: Tomáš Petrek - Branding Fundamentals – kľúčové poznatky z...
Brand Restart 2023: Tomáš Petrek - Branding Fundamentals – kľúčové poznatky z...
 
[survey] Instagram users in Vietnam
[survey] Instagram users in Vietnam [survey] Instagram users in Vietnam
[survey] Instagram users in Vietnam
 
SERP Layout on Desktop Search_Training Deck
SERP Layout on Desktop Search_Training DeckSERP Layout on Desktop Search_Training Deck
SERP Layout on Desktop Search_Training Deck
 
Creative Planning @ Miami Ad School
Creative Planning @ Miami Ad SchoolCreative Planning @ Miami Ad School
Creative Planning @ Miami Ad School
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
 
Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!
 
Brand Restart 2023: Graeme Murray - Greenwashing - too good to be true?
Brand Restart 2023: Graeme Murray - Greenwashing - too good to be true?Brand Restart 2023: Graeme Murray - Greenwashing - too good to be true?
Brand Restart 2023: Graeme Murray - Greenwashing - too good to be true?
 
SEJ_StateofSEO2023.pdf
SEJ_StateofSEO2023.pdfSEJ_StateofSEO2023.pdf
SEJ_StateofSEO2023.pdf
 
SXSW 2016: The Need To Knows
SXSW 2016: The Need To KnowsSXSW 2016: The Need To Knows
SXSW 2016: The Need To Knows
 
CYBERCRIME - Copy.pptx
CYBERCRIME - Copy.pptxCYBERCRIME - Copy.pptx
CYBERCRIME - Copy.pptx
 
How to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild AlchemyHow to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild Alchemy
 
Overview of Vietnam Healthcare and Medical Device Market
Overview of Vietnam Healthcare and Medical Device MarketOverview of Vietnam Healthcare and Medical Device Market
Overview of Vietnam Healthcare and Medical Device Market
 

Viewers also liked

Ogilvy Verge Bob Garfield 13 9 7
Ogilvy Verge Bob Garfield 13 9 7Ogilvy Verge Bob Garfield 13 9 7
Ogilvy Verge Bob Garfield 13 9 7verge
 
Bob Garfield Fuck'd-o-Meter
Bob Garfield Fuck'd-o-MeterBob Garfield Fuck'd-o-Meter
Bob Garfield Fuck'd-o-Meterverge
 
Ogilvy Verge IBM Wimbledon 13 9 7
Ogilvy Verge IBM Wimbledon 13 9 7Ogilvy Verge IBM Wimbledon 13 9 7
Ogilvy Verge IBM Wimbledon 13 9 7verge
 
company profile FOR CASINO SIGNAGE (2)
company profile FOR CASINO SIGNAGE (2)company profile FOR CASINO SIGNAGE (2)
company profile FOR CASINO SIGNAGE (2)Signwave Enterprises
 
Bringing Online Marketing In-House
Bringing Online Marketing In-HouseBringing Online Marketing In-House
Bringing Online Marketing In-HouseAquent
 
Zokhrof Advertising Agency Presentation
Zokhrof Advertising Agency Presentation Zokhrof Advertising Agency Presentation
Zokhrof Advertising Agency Presentation tahersaid
 
Verge London 2007 Program
Verge London 2007 ProgramVerge London 2007 Program
Verge London 2007 Programverge
 
The Little Red Book
The Little Red BookThe Little Red Book
The Little Red BookIshraq Dhaly
 
Ogilvy Digital Lab
Ogilvy Digital LabOgilvy Digital Lab
Ogilvy Digital Labherochina
 
GravyTrain- Best Digital Advertising Agency in Delhi
GravyTrain- Best Digital Advertising Agency in DelhiGravyTrain- Best Digital Advertising Agency in Delhi
GravyTrain- Best Digital Advertising Agency in DelhiYukti Thakur
 
Digital signage software admira digital networks 2010
Digital signage software admira digital networks 2010Digital signage software admira digital networks 2010
Digital signage software admira digital networks 2010Kevin Sigliano
 
Instoremedia AB Digital Signage company presentation
Instoremedia AB Digital Signage company presentationInstoremedia AB Digital Signage company presentation
Instoremedia AB Digital Signage company presentationJohn Muir
 
Ogilvy On: Social Networks for Business
Ogilvy On: Social Networks for BusinessOgilvy On: Social Networks for Business
Ogilvy On: Social Networks for BusinessOgilvy Consulting
 
The little red book of selling
The little red book of sellingThe little red book of selling
The little red book of sellingJosé Campos
 
Ogilvy On: Twitter for Business
Ogilvy On: Twitter for BusinessOgilvy On: Twitter for Business
Ogilvy On: Twitter for BusinessOgilvy Consulting
 

Viewers also liked (20)

Ogilvy Verge Bob Garfield 13 9 7
Ogilvy Verge Bob Garfield 13 9 7Ogilvy Verge Bob Garfield 13 9 7
Ogilvy Verge Bob Garfield 13 9 7
 
Bob Garfield Fuck'd-o-Meter
Bob Garfield Fuck'd-o-MeterBob Garfield Fuck'd-o-Meter
Bob Garfield Fuck'd-o-Meter
 
Ogilvy Verge IBM Wimbledon 13 9 7
Ogilvy Verge IBM Wimbledon 13 9 7Ogilvy Verge IBM Wimbledon 13 9 7
Ogilvy Verge IBM Wimbledon 13 9 7
 
company profile FOR CASINO SIGNAGE (2)
company profile FOR CASINO SIGNAGE (2)company profile FOR CASINO SIGNAGE (2)
company profile FOR CASINO SIGNAGE (2)
 
Bringing Online Marketing In-House
Bringing Online Marketing In-HouseBringing Online Marketing In-House
Bringing Online Marketing In-House
 
Branding On A Budget
Branding On A BudgetBranding On A Budget
Branding On A Budget
 
Zokhrof Advertising Agency Presentation
Zokhrof Advertising Agency Presentation Zokhrof Advertising Agency Presentation
Zokhrof Advertising Agency Presentation
 
Media Design company presentation
Media Design company presentationMedia Design company presentation
Media Design company presentation
 
Verge London 2007 Program
Verge London 2007 ProgramVerge London 2007 Program
Verge London 2007 Program
 
The Little Red Book
The Little Red BookThe Little Red Book
The Little Red Book
 
Ogilvy Digital Lab
Ogilvy Digital LabOgilvy Digital Lab
Ogilvy Digital Lab
 
GravyTrain- Best Digital Advertising Agency in Delhi
GravyTrain- Best Digital Advertising Agency in DelhiGravyTrain- Best Digital Advertising Agency in Delhi
GravyTrain- Best Digital Advertising Agency in Delhi
 
Digital signage software admira digital networks 2010
Digital signage software admira digital networks 2010Digital signage software admira digital networks 2010
Digital signage software admira digital networks 2010
 
svantah profile
svantah profilesvantah profile
svantah profile
 
Instoremedia AB Digital Signage company presentation
Instoremedia AB Digital Signage company presentationInstoremedia AB Digital Signage company presentation
Instoremedia AB Digital Signage company presentation
 
Advertising agency vs branding agency
Advertising agency vs branding agencyAdvertising agency vs branding agency
Advertising agency vs branding agency
 
Ogilvy On: Social Networks for Business
Ogilvy On: Social Networks for BusinessOgilvy On: Social Networks for Business
Ogilvy On: Social Networks for Business
 
The little red book of selling
The little red book of sellingThe little red book of selling
The little red book of selling
 
Ogilvy On: Twitter for Business
Ogilvy On: Twitter for BusinessOgilvy On: Twitter for Business
Ogilvy On: Twitter for Business
 
Facebook
FacebookFacebook
Facebook
 

Similar to Ogilvy Digital Marketing A Z

Thuật ngữ Digital marketing
Thuật ngữ Digital marketingThuật ngữ Digital marketing
Thuật ngữ Digital marketingVũ Văn Hiển
 
Ogilvy digital-marketing-a-z3716
Ogilvy digital-marketing-a-z3716Ogilvy digital-marketing-a-z3716
Ogilvy digital-marketing-a-z3716GPB Shanghai
 
Ogilvy Digital Marketing A Z3716
Ogilvy Digital Marketing A Z3716Ogilvy Digital Marketing A Z3716
Ogilvy Digital Marketing A Z3716Didi George
 
Ogilvy digital-marketing-a-z3716
Ogilvy digital-marketing-a-z3716Ogilvy digital-marketing-a-z3716
Ogilvy digital-marketing-a-z3716Didi George
 
The Browser is Dead, Long Live the Web!
The Browser is Dead, Long Live the Web!The Browser is Dead, Long Live the Web!
The Browser is Dead, Long Live the Web!Jonathan Stark
 
The Browser is Dead, Long Live the Web! (Jonathan Stark)
 The Browser is Dead, Long Live the Web! (Jonathan Stark) The Browser is Dead, Long Live the Web! (Jonathan Stark)
The Browser is Dead, Long Live the Web! (Jonathan Stark)Future Insights
 
The near future of real web applications
The near future of real web applicationsThe near future of real web applications
The near future of real web applicationsX.commerce
 
Reasons to be cheerful - Fronteers 2010
Reasons to be cheerful - Fronteers 2010Reasons to be cheerful - Fronteers 2010
Reasons to be cheerful - Fronteers 2010Christian Heilmann
 
Smashingconf 150319145648-conversion-gate01
Smashingconf 150319145648-conversion-gate01Smashingconf 150319145648-conversion-gate01
Smashingconf 150319145648-conversion-gate01Home
 
Smashingconf 150319145648-conversion-gate01
Smashingconf 150319145648-conversion-gate01Smashingconf 150319145648-conversion-gate01
Smashingconf 150319145648-conversion-gate01Home
 
Welcome to planet Fintlewoodlewix - SmashingConf Oxford 2014
Welcome to planet Fintlewoodlewix - SmashingConf Oxford 2014Welcome to planet Fintlewoodlewix - SmashingConf Oxford 2014
Welcome to planet Fintlewoodlewix - SmashingConf Oxford 2014Christian Heilmann
 
25 Internet Terms YSK - Color
25 Internet Terms YSK - Color25 Internet Terms YSK - Color
25 Internet Terms YSK - ColorKatrina Dibbini
 
The convergence of all things (wdu keynote)
The convergence of all things (wdu keynote)The convergence of all things (wdu keynote)
The convergence of all things (wdu keynote)Chris Wilson
 
Expect declining living standards from decaying economic freedom
Expect declining living standards from decaying economic freedomExpect declining living standards from decaying economic freedom
Expect declining living standards from decaying economic freedomAnonDownload
 
Web2.0: from "I know nothing" to "I know something" in 2 hours (what?!?)
Web2.0: from "I know nothing" to "I know something" in 2 hours (what?!?)Web2.0: from "I know nothing" to "I know something" in 2 hours (what?!?)
Web2.0: from "I know nothing" to "I know something" in 2 hours (what?!?)Paolo Massa
 
Building a better web with free, open technologies
Building a better web with free, open technologiesBuilding a better web with free, open technologies
Building a better web with free, open technologiesChristian Heilmann
 
Yvonne Doll, Designing Content for Usability
Yvonne Doll, Designing Content for UsabilityYvonne Doll, Designing Content for Usability
Yvonne Doll, Designing Content for Usabilitywebcontent2007
 
New Assumptions for Designing for the Social Web
New Assumptions for Designing for the Social WebNew Assumptions for Designing for the Social Web
New Assumptions for Designing for the Social WebChris Messina
 

Similar to Ogilvy Digital Marketing A Z (20)

Thuật ngữ Digital marketing
Thuật ngữ Digital marketingThuật ngữ Digital marketing
Thuật ngữ Digital marketing
 
Ogilvy digital-marketing-a-z3716
Ogilvy digital-marketing-a-z3716Ogilvy digital-marketing-a-z3716
Ogilvy digital-marketing-a-z3716
 
Ogilvy Digital Marketing A Z3716
Ogilvy Digital Marketing A Z3716Ogilvy Digital Marketing A Z3716
Ogilvy Digital Marketing A Z3716
 
Ogilvy digital-marketing-a-z3716
Ogilvy digital-marketing-a-z3716Ogilvy digital-marketing-a-z3716
Ogilvy digital-marketing-a-z3716
 
Analogue Pages about digital world
Analogue Pages about digital worldAnalogue Pages about digital world
Analogue Pages about digital world
 
The Browser is Dead, Long Live the Web!
The Browser is Dead, Long Live the Web!The Browser is Dead, Long Live the Web!
The Browser is Dead, Long Live the Web!
 
The Browser is Dead, Long Live the Web! (Jonathan Stark)
 The Browser is Dead, Long Live the Web! (Jonathan Stark) The Browser is Dead, Long Live the Web! (Jonathan Stark)
The Browser is Dead, Long Live the Web! (Jonathan Stark)
 
The near future of real web applications
The near future of real web applicationsThe near future of real web applications
The near future of real web applications
 
Reasons to be cheerful - Fronteers 2010
Reasons to be cheerful - Fronteers 2010Reasons to be cheerful - Fronteers 2010
Reasons to be cheerful - Fronteers 2010
 
Smashingconf 150319145648-conversion-gate01
Smashingconf 150319145648-conversion-gate01Smashingconf 150319145648-conversion-gate01
Smashingconf 150319145648-conversion-gate01
 
Smashingconf 150319145648-conversion-gate01
Smashingconf 150319145648-conversion-gate01Smashingconf 150319145648-conversion-gate01
Smashingconf 150319145648-conversion-gate01
 
Welcome to planet Fintlewoodlewix - SmashingConf Oxford 2014
Welcome to planet Fintlewoodlewix - SmashingConf Oxford 2014Welcome to planet Fintlewoodlewix - SmashingConf Oxford 2014
Welcome to planet Fintlewoodlewix - SmashingConf Oxford 2014
 
25 Internet Terms YSK - Color
25 Internet Terms YSK - Color25 Internet Terms YSK - Color
25 Internet Terms YSK - Color
 
The convergence of all things (wdu keynote)
The convergence of all things (wdu keynote)The convergence of all things (wdu keynote)
The convergence of all things (wdu keynote)
 
Expect declining living standards from decaying economic freedom
Expect declining living standards from decaying economic freedomExpect declining living standards from decaying economic freedom
Expect declining living standards from decaying economic freedom
 
Web2.0: from "I know nothing" to "I know something" in 2 hours (what?!?)
Web2.0: from "I know nothing" to "I know something" in 2 hours (what?!?)Web2.0: from "I know nothing" to "I know something" in 2 hours (what?!?)
Web2.0: from "I know nothing" to "I know something" in 2 hours (what?!?)
 
Building a better web with free, open technologies
Building a better web with free, open technologiesBuilding a better web with free, open technologies
Building a better web with free, open technologies
 
Silicon Beach 2013
Silicon Beach 2013Silicon Beach 2013
Silicon Beach 2013
 
Yvonne Doll, Designing Content for Usability
Yvonne Doll, Designing Content for UsabilityYvonne Doll, Designing Content for Usability
Yvonne Doll, Designing Content for Usability
 
New Assumptions for Designing for the Social Web
New Assumptions for Designing for the Social WebNew Assumptions for Designing for the Social Web
New Assumptions for Designing for the Social Web
 

Recently uploaded

Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptxSlideshare - ONS Economic Forum Slidepack - 18 March 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptxOffice for National Statistics
 
Stock Market Brief Deck for 3/22/2024.pdf
Stock Market Brief Deck for 3/22/2024.pdfStock Market Brief Deck for 3/22/2024.pdf
Stock Market Brief Deck for 3/22/2024.pdfMichael Silva
 
What Key Factors Should Risk Officers Consider When Using Generative AI
What Key Factors Should Risk Officers Consider When Using Generative AIWhat Key Factors Should Risk Officers Consider When Using Generative AI
What Key Factors Should Risk Officers Consider When Using Generative AI360factors
 
Taipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
Taipei, A Hidden Jewel in East Asia - PR Strategy for TourismTaipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
Taipei, A Hidden Jewel in East Asia - PR Strategy for TourismBrian Lin
 
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.KumarJayaraman3
 
Remembering my Totem _Unity is Strength_ growing in Bophuthatswana_Matthews B...
Remembering my Totem _Unity is Strength_ growing in Bophuthatswana_Matthews B...Remembering my Totem _Unity is Strength_ growing in Bophuthatswana_Matthews B...
Remembering my Totem _Unity is Strength_ growing in Bophuthatswana_Matthews B...Matthews Bantsijang
 
India Economic Survey Complete for the year of 2022 to 2023
India Economic Survey Complete for the year of 2022 to 2023India Economic Survey Complete for the year of 2022 to 2023
India Economic Survey Complete for the year of 2022 to 2023SkillCircle
 
Lundin Gold March 2024 Corporate Presentation - PDAC v1.pdf
Lundin Gold March 2024 Corporate Presentation - PDAC v1.pdfLundin Gold March 2024 Corporate Presentation - PDAC v1.pdf
Lundin Gold March 2024 Corporate Presentation - PDAC v1.pdfAdnet Communications
 
Stock Market Brief Deck for March 26.pdf
Stock Market Brief Deck for March 26.pdfStock Market Brief Deck for March 26.pdf
Stock Market Brief Deck for March 26.pdfMichael Silva
 
Stock Market Brief Deck for March 19 2024.pdf
Stock Market Brief Deck for March 19 2024.pdfStock Market Brief Deck for March 19 2024.pdf
Stock Market Brief Deck for March 19 2024.pdfMichael Silva
 
Buy and Sell Urban Tots unlisted shares.pptx
Buy and Sell Urban Tots unlisted shares.pptxBuy and Sell Urban Tots unlisted shares.pptx
Buy and Sell Urban Tots unlisted shares.pptxPrecize Formely Leadoff
 
Solution manual for Intermediate Accounting, 11th Edition by David Spiceland...
Solution manual for  Intermediate Accounting, 11th Edition by David Spiceland...Solution manual for  Intermediate Accounting, 11th Edition by David Spiceland...
Solution manual for Intermediate Accounting, 11th Edition by David Spiceland...mwangimwangi222
 
MARKET FAILURE SITUATION IN THE ECONOMY.
MARKET FAILURE SITUATION IN THE ECONOMY.MARKET FAILURE SITUATION IN THE ECONOMY.
MARKET FAILURE SITUATION IN THE ECONOMY.Arifa Saeed
 
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
20240314 Calibre March 2024 Investor Presentation (FINAL).pdfAdnet Communications
 
20240315 _E-Invoicing Digiteal. .pptx
20240315 _E-Invoicing Digiteal.    .pptx20240315 _E-Invoicing Digiteal.    .pptx
20240315 _E-Invoicing Digiteal. .pptxFinTech Belgium
 
Monthly Market Risk Update: March 2024 [SlideShare]
Monthly Market Risk Update: March 2024 [SlideShare]Monthly Market Risk Update: March 2024 [SlideShare]
Monthly Market Risk Update: March 2024 [SlideShare]Commonwealth
 
LIC PRIVATISATION its a bane or boon.pptx
LIC PRIVATISATION its a bane or boon.pptxLIC PRIVATISATION its a bane or boon.pptx
LIC PRIVATISATION its a bane or boon.pptxsonamyadav7097
 
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTES
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTESACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTES
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTESKumarJayaraman3
 

Recently uploaded (20)

Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptxSlideshare - ONS Economic Forum Slidepack - 18 March 2024.pptx
Slideshare - ONS Economic Forum Slidepack - 18 March 2024.pptx
 
Stock Market Brief Deck for 3/22/2024.pdf
Stock Market Brief Deck for 3/22/2024.pdfStock Market Brief Deck for 3/22/2024.pdf
Stock Market Brief Deck for 3/22/2024.pdf
 
What Key Factors Should Risk Officers Consider When Using Generative AI
What Key Factors Should Risk Officers Consider When Using Generative AIWhat Key Factors Should Risk Officers Consider When Using Generative AI
What Key Factors Should Risk Officers Consider When Using Generative AI
 
Taipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
Taipei, A Hidden Jewel in East Asia - PR Strategy for TourismTaipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
Taipei, A Hidden Jewel in East Asia - PR Strategy for Tourism
 
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.
ACCOUNTING FOR BUSINESS.II DEPARTMENTAL ACCOUNTS.
 
Remembering my Totem _Unity is Strength_ growing in Bophuthatswana_Matthews B...
Remembering my Totem _Unity is Strength_ growing in Bophuthatswana_Matthews B...Remembering my Totem _Unity is Strength_ growing in Bophuthatswana_Matthews B...
Remembering my Totem _Unity is Strength_ growing in Bophuthatswana_Matthews B...
 
India Economic Survey Complete for the year of 2022 to 2023
India Economic Survey Complete for the year of 2022 to 2023India Economic Survey Complete for the year of 2022 to 2023
India Economic Survey Complete for the year of 2022 to 2023
 
Lundin Gold March 2024 Corporate Presentation - PDAC v1.pdf
Lundin Gold March 2024 Corporate Presentation - PDAC v1.pdfLundin Gold March 2024 Corporate Presentation - PDAC v1.pdf
Lundin Gold March 2024 Corporate Presentation - PDAC v1.pdf
 
Stock Market Brief Deck for March 26.pdf
Stock Market Brief Deck for March 26.pdfStock Market Brief Deck for March 26.pdf
Stock Market Brief Deck for March 26.pdf
 
Stock Market Brief Deck for March 19 2024.pdf
Stock Market Brief Deck for March 19 2024.pdfStock Market Brief Deck for March 19 2024.pdf
Stock Market Brief Deck for March 19 2024.pdf
 
Buy and Sell Urban Tots unlisted shares.pptx
Buy and Sell Urban Tots unlisted shares.pptxBuy and Sell Urban Tots unlisted shares.pptx
Buy and Sell Urban Tots unlisted shares.pptx
 
Solution manual for Intermediate Accounting, 11th Edition by David Spiceland...
Solution manual for  Intermediate Accounting, 11th Edition by David Spiceland...Solution manual for  Intermediate Accounting, 11th Edition by David Spiceland...
Solution manual for Intermediate Accounting, 11th Edition by David Spiceland...
 
Effects & Policies Of Bank Consolidation
Effects & Policies Of Bank ConsolidationEffects & Policies Of Bank Consolidation
Effects & Policies Of Bank Consolidation
 
MARKET FAILURE SITUATION IN THE ECONOMY.
MARKET FAILURE SITUATION IN THE ECONOMY.MARKET FAILURE SITUATION IN THE ECONOMY.
MARKET FAILURE SITUATION IN THE ECONOMY.
 
New Monthly Enterprises Survey. Issue 21. (01.2024) Ukrainian Business in War...
New Monthly Enterprises Survey. Issue 21. (01.2024) Ukrainian Business in War...New Monthly Enterprises Survey. Issue 21. (01.2024) Ukrainian Business in War...
New Monthly Enterprises Survey. Issue 21. (01.2024) Ukrainian Business in War...
 
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
20240314 Calibre March 2024 Investor Presentation (FINAL).pdf
 
20240315 _E-Invoicing Digiteal. .pptx
20240315 _E-Invoicing Digiteal.    .pptx20240315 _E-Invoicing Digiteal.    .pptx
20240315 _E-Invoicing Digiteal. .pptx
 
Monthly Market Risk Update: March 2024 [SlideShare]
Monthly Market Risk Update: March 2024 [SlideShare]Monthly Market Risk Update: March 2024 [SlideShare]
Monthly Market Risk Update: March 2024 [SlideShare]
 
LIC PRIVATISATION its a bane or boon.pptx
LIC PRIVATISATION its a bane or boon.pptxLIC PRIVATISATION its a bane or boon.pptx
LIC PRIVATISATION its a bane or boon.pptx
 
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTES
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTESACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTES
ACCOUNTING FOR BUSINESS.II BRANCH ACCOUNTS NOTES
 

Ogilvy Digital Marketing A Z

  • 1. The Little Red Book Analog Pages About A Digital World INTRODUCTION -1-
  • 2. “The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.” - DAVID OGILVY INTRODUCTION -2-
  • 3. You hold in your hand something confusing. As a book, it represents one of the oldest technologies we have, coming to us directly from the 15th century by way of the Guttenberg Bible, the first book to be printed. Library late fees notwithstanding, the printed book was really a fantastic idea. It’s meant to fi t in your pocket, as well, a technolog y that is really only slightly more recent, debuting around the 18th century as a pouch hung from the waistband of a pair of pants. Eventually, the pocket became a part of the pant itself, making it easier for the user to accidentally wash his wallet along with his jeans. Despite this, the pocket is still, for the most part, a pretty good idea. But the content is all intentionally modern. And that may be the confus- ing part. Why use old technolog y to print out the newest ideas the world has to offer? As both an old and a constantly new agency, we think the answer is to look at the world not as an explosion of scary new technolo- gies, but as a place where the best ideas have always won, new or old. Maybe the answer is to pick and choose, today, right now, the best that the old and new world has to offer us, and always be ready to reevaluate, to change our minds in the face of the novel invention. To us, a great old brand can always be at the heart of a revolutionary new and innovative idea. Because all the new ideas in the world can’t change what’s really true and compelling and real about a great old idea. But they can make it live. INTRODUCTION -3-
  • 4. AD SPACE Specific location(s) within a website where an ad can be placed. You can have several ad spaces on one page, as well as within one site. Note: Unless you’ve got some sweet strateg y behind the idea, you will look like an ass if you take advantage of all of them at the same time. USED IN A SENTENCE: “I totally want to use the top ad space to sell meat.” GLOSSARY OF INTERNET TERMINOLOGY -4-
  • 5. AJAX Nerd-speak for the even nerdier “Asynchronous JavaScript and XML.” It’s how you can change a piece of content on a page by fetching info from a server without re-fetching the entire page at the same time. USED IN A SENTENCE: “The little AJAX doohicky on the page lets you click and reload the calendar without reloading the whole page.” GLOSSARY OF INTERNET TERMINOLOGY -5-
  • 6. APPLET A wee Java program you can drop into an HTML page. Poor thing can’t access local resources, like files, modems and printers, and isn’t allowed to talk to the computers across the network. It can only con- nect to the computer from which it was sent. Not edible. USED IN A SENTENCE: “That java applet started running as soon as I loaded the page, insulting me.” GLOSSARY OF INTERNET TERMINOLOGY -6-
  • 7. AVATAR An Internet alter ego used for games, chatting, etc. Generally cuter, with a better body and cooler hair than its human counterpart. Popularized by Lord of Nerds and purveyor of cyberpunk, Neal Stephenson, in his 1992 novel, Snowcrash. USED IN A SENTENCE: “My avatar in Worlds of Warcraft is a total babe.” GLOSSARY OF INTERNET TERMINOLOGY -7-
  • 8. BANDWIDTH The amount of data, measured in bits or bytes, that your connection can get from one place to another in a given period of time. In this case, bigger is better. USED IN A SENTENCE: “If bandwidth permits, I’d like to stream that video of Bob falling on his butt at the Christmas party.” GLOSSARY OF INTERNET TERMINOLOGY -8-
  • 9. BLOG A self-published online journal, commonly used to air a frustrated writer’s dirty laundry. USED IN A SENTENCE: “My blog is mostly about the exploits of my cat. I am unsure how many cats actually read it.” GLOSSARY OF INTERNET TERMINOLOGY -9-
  • 10. “A good advertisement is one which sells the product without drawing attention to itself.” - DAVID OGILVY
  • 11. BLOGOSPHERE A universe composed entirely of blogs and bloggers. It’s more fun than it sounds. Seriously. USED IN A SENTENCE: “There was a great disturbance in the blogosphere, as if millions of voices cried out in terror and were sort of boring and poorly punctuated.” GLOSSARY OF INTERNET TERMINOLOGY - 11 -
  • 12. BROADBAND Refers to any connection faster than dial-up. USED IN A SENTENCE: “For all of our users with a broadband connection, we will animate the frogs.” GLOSSARY OF INTERNET TERMINOLOGY - 12 -
  • 13. BROWSER A window into the entire Internet. These are the programs that translate HTML, allowing you to view websites. Examples include Firefox, Safari, Explorer, Netscape. USED IN A SENTENCE: “I had to load a newer browser on Bob’s computer. The old one couldn’t read the streaming fi le of him falling on his butt at the Christmas party.” GLOSSARY OF INTERNET TERMINOLOGY - 13 -
  • 14. BUFFERING The often infuriating act of “holding” onto some data while it is being moved from one place to another. This is the reason your streaming music and video files can start immediately, and then poop out, causing you to wait forever for them to restart, rather than making you wait forever until they start in the first place. USED IN A SENTENCE: “Twenty minutes later and this movie of Bob falling on his butt at the Christmas party is still buffering.” GLOSSARY OF INTERNET TERMINOLOGY - 14 -
  • 15. CACHING A method computers use to save themselves work by storing frequently accessed web files. Browers do it with web addresses, too, which is why that halitosis site you accidentally accessed last month comes up automatically every time you now type in the letters H-A. USED IN A SENTENCE: “There is a new version of the Bob’s butt video up but the old one may still be caching.” GLOSSARY OF INTERNET TERMINOLOGY - 15 -
  • 16. “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” - DAVID OGILVY
  • 17. CHAT When two people talk to each other in real time on the web by typing. It’s like email but even better! Certain copywriters prefer this method of communication to opening their mouths and actually speaking to the people around them. USED IN A SENTENCE: Memo from the Boss: “Please open your chat application so I can properly repri- mand you in real time.” GLOSSARY OF INTERNET TERMINOLOGY - 17 -
  • 18. CLICK The act of clicking your mouse – but even more complicated! Adver- tisers around the world have identifi ed three kinds of clicks: clicking through, which means your click sends you to another page; in-unit clicking, which means your click sends you to another part of the ad; and mouseover-ing, which really isn’t clicking at all, but usually causes a banner to expand over whatever it was you were trying to read in the first place. USED IN A SENTENCE: “I clicked on the ad for that movie ‘Click’, thinking I could take the girls to see it. I should have known they wouldn’t invite Clinique. She’s not a part of their clique. She has great skin, though.” GLOSSARY OF INTERNET TERMINOLOGY - 18 -
  • 19. COOKIE A tiny file a website can drop (by rounded spoonfuls, of course) in a user’s hard drive, from which it gathers information about said user, like ID info, shopping cart info, etc. Cookies can be temporary or last until an unlikely user discovers it and tosses it out. USED IN A SENTENCE: “That cookie recipe site set a cookie on my browser that I can’t seem to kill.” GLOSSARY OF INTERNET TERMINOLOGY - 19 -
  • 20. CPC Cost per click. When advertisers pay for ad space only when some- body clicks on their ad. Sweet deal, but not the best when it comes to branding. USED IN A SENTENCE: “I had the CPC down to about $.001. The company hates me.” GLOSSARY OF INTERNET TERMINOLOGY - 20 -
  • 21. CRM Customer relationship marketing. Marketing intended to increase customer investment and loyalty. Sometimes used to refer to any communication plan. USED IN A SENTENCE: “The first rule of CRM is that we should probably talk about CRM. How are we talking to our users?” GLOSSARY OF INTERNET TERMINOLOGY - 21 -
  • 22. DOMAIN A name that identifi es one or more IP addresses. USED IN A SENTENCE: “ We have our own top-level domain available at ‘greatcatpictures.com’” GLOSSARY OF INTERNET TERMINOLOGY - 22 -
  • 23. “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.” - DAVID OGILVY
  • 24. DRILL DOWN When your user goes deeper into the content of your site. USED IN A SENTENCE: “I had to drill down like thirty pages to get to her phone number. Stalking is hard.” GLOSSARY OF INTERNET TERMINOLOGY - 24 -
  • 25. DYNAMIC AD PLACEMENT When you can rotate out different ads in your ad space based on the info at hand. So the more info the site has given you on the user, the more you can place just the right ad in front of just the right user. It has become a common game amongst people who use gmail to throw fun words into their gmail messages just to change the ads that are served up to them. USED IN A SENTENCE: “According to the dynamic ad placement on this page, I am a huge Ashley Olsen fan.” GLOSSARY OF INTERNET TERMINOLOGY - 25 -
  • 26. DYNAMIC ROTATION In the words of Forrest Gump, dynamic rotation means your ads are like a box of chocolates — you never know what you’re gonna get. Randomly rotating ads. USED IN A SENTENCE: “I just kept reloading the page until the fish food ad came up in dynamic rotation. Then, as great men before me have done for decades, I clicked on the fish.” GLOSSARY OF INTERNET TERMINOLOGY - 26 -
  • 27. EXPANDABLE BANNER An ad that gets bigger when your user clicks on it or rolls over it. Generally occurs while they’re trying to use something else. USED IN A SENTENCE: “I’ve been rolling on and off this expandable banner for the last 2 hours. It’s hypnotic. Someone please turn off my monitor.” GLOSSARY OF INTERNET TERMINOLOGY - 27 -
  • 28. FIREWALL The imaginary security wall that protects your computer from the cruel, cruel world of the Internet. You keep traffic out or let it in based on a complex set of rules. USED IN A SENTENCE: “My firewall won’t let me download anything from stupidcatpictures.com, so I’m done working for today.” GLOSSARY OF INTERNET TERMINOLOGY - 28 -
  • 29. FLASH Once an application used to torment users with long loading times, embarrassingly amateur animations and stock music, Flash has since developed into a powerful scripting and visual display tool. USED IN A SENTENCE: “I think we should use Flash for the whole site so that these little eyeballs can follow you around everywhere you click. There is nothing like a paranoid user.” GLOSSARY OF INTERNET TERMINOLOGY - 29 -
  • 30. “I do not regard advertising as entertainment or an art form, but as a medium of information.” - DAVID OGILVY
  • 31. FTP File transfer protocol. Refers to the secret language used to transfer files between computers on the World Wide Web. USED IN A SENTENCE: “If you can just FTP those fi les to my server, I can just pretend I made them myself. Thanks.” GLOSSARY OF INTERNET TERMINOLOGY - 31 -
  • 32. HIT When a user visits a website. Much like in baseball, this is a good thing and the first step toward the home run of advertising: a purchase. USED IN A SENTENCE: “Man, that day that we put up the video of Bob falling over on our site, we must have gotten a brazilian hits.” — A brazilian is a mythical number exponentially larger than any number known to non-Latin people. GLOSSARY OF INTERNET TERMINOLOGY - 32 -
  • 33. HTML Hyper Text Markup Language. Basically, tells your web browser what to display so you see a web page rather than a bunch of words and brackets. At the root, the content of a page you’re seeing. USED IN A SENTENCE: “The HTML on the website is about to explode. Just kidding. HTML is just a bunch of words. I’m just kidding with you. Come back….” GLOSSARY OF INTERNET TERMINOLOGY - 33 -
  • 34. IMPRESSION Ad speak for when somebody looks at your ad. How do you know they saw it? The same way you know they watched your commercial on TV instead of getting up to take a snack break (read: you don’t). USED IN A SENTENCE: “ We paid for one brazilian impressions for this ad. That’s right. One brazilian. That should get us some click-throughs.” — We would like to apologize in advance to natives of Brazil who prefer not to be addressed as a unit of measurement. GLOSSARY OF INTERNET TERMINOLOGY - 34 -
  • 35. INFORMATION ARCHITECTURE A site without information architecture would be like a library with all the books thrown in a big pile. Not cool. That’s why you need an information architect. As annoying as those type-A personalities can get, somebody has to take responsibility for fi guring out what a site actually does and how people are going to get around it, and then put together a blueprint that everybody else can work from. If your interface, interaction, navigation, and design aren’t built on a solid foundation, then you’re out of luck. USED IN A SENTENCE: Sign on the wall: “The information architect is going to deliver the site map on Tuesday, so please leave all food outside of her cage until then.” GLOSSARY OF INTERNET TERMINOLOGY - 35 -
  • 36. IP ADDRESS A series of numbers hiding underneath those unevolved word addresses humans use that allow computers to identify each other. Every IP address is unique, much like every snowflake. USED IN A SENTENCE: “ We can tell who you are when you come to the site by reading your IP address, so don’t try to trick us, Bob.” GLOSSARY OF INTERNET TERMINOLOGY - 36 -
  • 37. “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.” - DAVID OGILVY
  • 38. JAVASCRIPT A language that runs on your users’ computers, often in tandem with HTML. It’s fun for advertisers because the user’s computer shares the processing load — as opposed to your expensive and space-stressed server. USED IN A SENTENCE: “I have a javascript script on my page that prevents you from closing the page. You know who else would have done that if he could have? That’s right. Lex Luthor.” GLOSSARY OF INTERNET TERMINOLOGY - 38 -
  • 39. JUMP PAGE A little microsite that you “jump to” from an online ad. Jump pages let you seed content that matches what you’ve already written, and are also an easy way to track who’s coming from which ad. Popular for registering users and contests. Sounds more physical than it really is. USED IN A SENTENCE: “ We’ll use a jump page to figure out who gets to our website by clicking on the frog. We’ve invested money in this frog and must have verifiable frog metrics.” GLOSSARY OF INTERNET TERMINOLOGY - 39 -
  • 40. LINK ROT When your links are so old, they don’t get anybody anywhere anymore. It doesn’t take a rocket scientist to realize that this is not the best strateg y for encouraging return visits to your website. But, again, there is a difference between rocket science and web develop- ment so maybe that analog y wandered off the compound a bit. USED IN A SENTENCE: “It’s hard to use this rocket science website due to the rampant link rot.” GLOSSARY OF INTERNET TERMINOLOGY - 40 -
  • 41. MASH-UP A mash-up is when you take one application and combine with another to create a super-function. For example, if you mashed up a local crime statistics page with a Google map, you’d be able to see exactly where each report took place. Still don’t get it? Check out a whole bunch of them at mashupawards.com USED IN A SENTENCE: “My new mash-up uses Google maps and an online list of neighborhood bars to tell you where my husband is at any one time.” GLOSSARY OF INTERNET TERMINOLOGY - 41 -
  • 42. MOUSEOVER An action that, not surprisingly, happens when you move your mouse over something. Mouseovers cause whatever you’re looking at to change — a link can light up, a menu drop down or a banner expand. A mouseover is a signal that there’s more information to come. USED IN A SENTENCE: “I have an idea. Maybe the mouseover for this button should be a picture of a mouse. But an entirely DIFFERENT mouse. Wrap your head around that.” GLOSSARY OF INTERNET TERMINOLOGY - 42 -
  • 43. OPT IN/OPT OUT This is the word to describe whether or not a user wants to subscribe (opt in) or unsubscribe (opt out) from a newsletter or mailing. It can also refer to an advertising email list users are subscribed to without their permission. Our research shows this tends to piss people off. USED IN A SENTENCE: “I tried to opt out of this email chain, but it didn’t work. Maybe I should opt in to a punch in the list administrator’s face.” GLOSSARY OF INTERNET TERMINOLOGY - 43 -
  • 44. “Never write an advertise- ment which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.” - DAVID OGILVY
  • 45. PODCAST Podcast, (from the Latin iPod and broadcast) are kind of like the renaissance of shortwave radio. These are often distributed via RSS feed, and can be syndicated, subscribed to, and downloaded automatically. USED IN A SENTENCE: “I’ve been listening to a podcast done in some guy’s bathroom. It’s remarkable how clear the splashing noises are.” GLOSSARY OF INTERNET TERMINOLOGY - 45 -
  • 46. PORTAL A portal is a single web page that serves as an entrance to many others, usually on a similar subject. It can be the starting point for a looooong user session, which means that if you build one that people use, you’ve got an audience that could spend hours on it and keep coming back for more. Popular portals are search sites, like yahoo.com; local directories for a specific city; news, weather, stock, entertainment, and any subject users could possibly imagine. USED IN A SENTENCE: “That guy just started a Natalie Portman portal, collecting everything all over the web about Natalie Portman. It’s a Portmanal.” GLOSSARY OF INTERNET TERMINOLOGY - 46 -
  • 47. QUERY This is nerd-talk for asking a question of a database of information. In the code, a programmer would write a query to, say, give you all the subscribers in the state of Illinois, or another query to fi nd subscribers in Chicago. USED IN A SENTENCE: “The last query returned no people who live in Chicago who are currently willing to come clean my house.” GLOSSARY OF INTERNET TERMINOLOGY - 47 -
  • 48. RE-DIRECT A method of translating one page to another — like an automatic detour. For example, typing kraftsingles.com into your browser will redirect you to www.kraftfoods.com/kraftsingles. If you’re prescient, you can buy up lots of web addresses and redirect them all to your site (like grilledcheese.com, cheesygoodness.com, etc), as long as they aren’t the trademarked brand of somebody else, which would result in a long court case and make everybody unhappy. USED IN A SENTENCE: “So we’re going to re-direct the URL ‘buy- some-cheese’ directly to the online cheese store in the site. We need to move this cheese.” GLOSSARY OF INTERNET TERMINOLOGY - 48 -
  • 49. RICH MEDIA This is the good stuff, and that’s why rich media ads cost more to produce. It’s a web communication that can incorporate sound, interactivity, animation and video. Rich media ads are Cadillac of online ads (caveat: if they’re functional, well-designed, a welcome interruption and appropriate to the situation). Oddly, very often rich media does not cost any more to place than standard media (which are not called poor media). USED IN A SENTENCE: “That rich media banner just insulted me.” GLOSSARY OF INTERNET TERMINOLOGY - 49 -
  • 50. RSS FEED Rich site summary. Some people call it really simple syndication. It’s a little piece of code that allows you to dynamically pull informa- tion from one site and display it elsewhere. This can allow you to syndicate frequently changed content for the average users, like news headlines, blog entries or even podcasts. USED IN A SENTENCE: “There is an RSS feed of my blog in case anyone wants to put my stories about my crazy cat on their own web page.” GLOSSARY OF INTERNET TERMINOLOGY - 50 -
  • 51. “There is no need for advertisements to look like advertisements.” - DAVID OGILVY
  • 52. SERVER A server is a computer that receives requests from many small computers on a network or the Internet, and provides information back to your user’s computer. USED IN A SENTENCE: “I crashed the server again when I spilled my beer onto it. This is one of the dangers of the Internet, and, concur- rently, one of the dangers of beer in the workplace.” GLOSSARY OF INTERNET TERMINOLOGY - 52 -
  • 53. SKINS A skin is a new look and feel, the common name for the front end, or visual aspects of the site, created by a style sheet. Often customizable or interchangeable, you can use them to change the look of your browser, chat programs and anything else that somebody’s been kind enough to create a skin for. Also, the largest organ of your body, in the event you are a trivial pursuit fan. USED IN A SENTENCE: “Do you like the new skin on my website? It’s Leopard skin. Please skim the site and let me know what you think. Also, grab some skim milk at the corner store. I want to stay skinny. Ok. Slap me some skin.” GLOSSARY OF INTERNET TERMINOLOGY - 53 -
  • 54. SMART CARD A smart card is the same size and shape as a credit card but uses a different technolog y to store information. It is much more like a tiny hard drive, with an embedded microprocessor inside, than it is a credit card, which has a magnetic stripe that can be overwritten. Applications for the smart card include loyalty programs and higher security identification. USED IN A SENTENCE: “On this smart card, they’ve stored every meat purchase I’ve ever made.” GLOSSARY OF INTERNET TERMINOLOGY - 54 -
  • 55. SMS Short message service. This is a system for sending short text messages to mobile phones. If you are 17 years old, this is probably your primary mode of communication. USED IN A SENTENCE: “ We need to develop an SMS marketing plan to talk to those 17-year-olds.” GLOSSARY OF INTERNET TERMINOLOGY - 55 -
  • 56. SOCIAL NETWORKING SITE A defi nition simply doesn’t do social networking justice. These sites have forever changed the way people interact on the web. A website where people can create their own pages and talk to each other, post comments about each other, discover new media, date each other, pass around music, pretend to be attractive 18-year-old girls, etc. USED IN A SENTENCE: “I’ve been talking to an attractive 18-year- old girl on this social networking site. Her name is Bob.” GLOSSARY OF INTERNET TERMINOLOGY - 56 -
  • 57. SPAM Unwanted email delivered to a user. Usually sent in large amounts by a bulk server. Many email programs use Bayesian filters to make guesses as to what is spam and what is real mail. Also a meat product specifically designed to be fried. Despite the undesirability of spam (the email), you have to wonder how the awareness of spam (the food product) has benefitted. USED IN A SENTENCE: “I need to fry me up some spam (the food product) while I am going through the spam (the email) in my spam (the email) folder.” GLOSSARY OF INTERNET TERMINOLOGY - 57 -
  • 58. “Our business is infested with idiots who try to impress by using pretentious jargon.” - DAVID OGILVY
  • 59. SPLASH PAGE An outdated web practice where the first page is a logo or animation that is the gateway to the rest of the site. Think of it as an unneces- sary blockade to your website. USED IN A SENTENCE: “ We need a splash of red on that splash page.” — Above joke should be told by a superior beyond the point where it is even remotely amusing. This adds to the unexpectedness and post-post-modernity of the delivery. GLOSSARY OF INTERNET TERMINOLOGY - 59 -
  • 60. STATIC AD Like a billboard on the web — an ad without the bells and whistles. It sits and looks pretty. If it’s compelling enough, there’s no reason it can’t be every bit effective as a simple Flash ad. USED IN A SENTENCE: “I’m not sure how effective our static ad was. Maybe the banana should have been dancing.” GLOSSARY OF INTERNET TERMINOLOGY - 60 -
  • 61. STREAMING A process of sending parts of information as they’re needed to the user, rather than waiting for the entire package. USED IN A SENTENCE: “ We ran a streaming video of Bob falling on his butt at the Christmas party and crashed the server.” GLOSSARY OF INTERNET TERMINOLOGY - 61 -
  • 62. STYLE SHEET A separate document that dictates the fonts, layouts and other visual information about a web page. The document uses Cascading Style Sheets, or CSS, a language that divorces the look and feel from the content and lets you address each on its own. USED IN A SENTENCE: “ We built a new style sheet for the site that has larger type so that Bob’s Grandma will stop calling to complain.” GLOSSARY OF INTERNET TERMINOLOGY - 62 -
  • 63. TARGET AUDIENCE The group of people intended to be addressed by your digital effort. More important than in many other media because they can choose to be involved in your brand directly. USED IN A SENTENCE: “The target audience for this web promotion is mostly women between the ages of 25 and 34 who make over 300,000 dollars a year and would just like to give us some money for no readily available reason.” GLOSSARY OF INTERNET TERMINOLOGY - 63 -
  • 64. TOTAL VISITS The number of visits to a website made by any user over a specifi ed period of time. Obviously, one of the marketing goals of a site is to increase the hell out of this. USED IN A SENTENCE: “I promised our web development team that once our total visits came to 2 million we would let them out of the basement for a Mountain Dew and some Oreos.” GLOSSARY OF INTERNET TERMINOLOGY - 64 -
  • 65. “Encourage innovation. Change is our lifeblood. Stagnation our death knell.” - DAVID OGILVY
  • 66. URL Uniform resource locator. Basically, a web address. These can be bought for periods of time and redirected to the server of your choice. They do expire, however, as there is a service that is responsible for the redirection. If they do expire, they will instantly be grabbed up by shady people looking to draw impressions for sales sites. USED IN A SENTENCE: “ We need to go online and see if the URL ‘pleasebuyournewproduct’ is still available.” GLOSSARY OF INTERNET TERMINOLOGY - 66 -
  • 67. USABILITY How easy or difficult it is to use something. You might ask, “Hey, I wonder why an entire glossary page was wasted on this.” It is because usability is so very important. And we needed another “U.” USED IN A SENTENCE: “Once we do some usability testing, we’ll have a better idea whom to fire.” GLOSSARY OF INTERNET TERMINOLOGY - 67 -
  • 68. USER INTERFACE What the common person understands as the web page. This is the graphical environment that the user sees when interacting with the functionality of a site or digital application. It’s what they will usually complain about first. USED IN A SENTENCE: “The user interface for this website is terrible. I can barely see the naked people.” GLOSSARY OF INTERNET TERMINOLOGY - 68 -
  • 69. WIDGET A vague, universal term to describe a stand-alone block of code that does something. You might say, I want a widget that sends an email, or a widget that shows me how many visitors I’ve had to my site, and so on. In a meeting, it is often appropriate to ask a web development team if it’s not possible to do that in a widget. USED IN A SENTENCE: Memo to web development team: “Can we just do that in a widget?” GLOSSARY OF INTERNET TERMINOLOGY - 69 -
  • 70. WIKI A blog on steroids. Any users can add, modify or delete content — a living, open source document. Ususally used by a group of users to create a reference that any one of them can add to, edit, or delete. Wikipedia is probably the most famous example. USED IN A SENTENCE: “Hey, guys. My favorite message board just started a reference wiki for the users; let’s add the word ‘butt’ to every page!!” GLOSSARY OF INTERNET TERMINOLOGY - 70 -
  • 71. XML Extensible Markup Language. An all-purpose format for encoding data that makes it possible for any kind of data to be listed, shown and displayed. It has no visual properties attached to it and is actu- ally really simple to code and read. In an XML file, data is encoded like this: <joke> <setup>Why did the hobo cross the road?</setup> <punchline>Because he was stapled to a chicken</punchline> </joke> USED IN A SENTENCE: “I have an XML fi le on my server listing every comic book in my entire collection. I will never have sex.” GLOSSARY OF INTERNET TERMINOLOGY - 71 -
  • 72. “Unless your advertising contains a big idea, it will pass like a ship in the night.” - DAVID OGILVY
  • 73. WEBSITE Do: Don’t: Be conversational, entertaining, Force people to have to visit your engaging and more fun than you site just to interact with your think you need to be brand Take opportunities to wow the Miss out on having your own user with a little bit of magic, top level domain. Many users provided he can still fi nd what will get to your site by just typ- he’s looking for ing it in and it shows leadership in the category if you are there. Remember that there are some pieces of information that the Force your user to have to know user “owns” and that informa- how your business works to use tion must be immediately your website accessible Forget that the user has needs Remember that some functions of his own, on top of what you of your site are a product served need up by your brand. Some are fun DIGITAL DOS AND DON’TS - 73 -
  • 74. MOBILE Do: Don’t: Remember that this is a user’s Send a brand only message most trusted friend Think that ringtones and Find a function that the user patterns are enough to stay top really wants to access over his of mind cell phone and deliver it Share users’ information ever Let users interact with each other when possible Forget that just because the user opted in once, they necessarily Remember that people have their want to opt in every time phones with them even during times when they’re away from Forget that some people text their computer more than they call, and play games more than they do both Let the user decide when and how he wants to be talked to over phone DIGITAL DOS AND DON’TS - 74 -
  • 75. SOCIAL NETWORKING Do: Don’t: Tailor what you do to the Invest a huge amount of money specific social networking site without a business objective or metrics plan Communicate with users in ways that they anticipate, expect Try to recreate functionality that and appreciate already exists that people are already using Provide incentives for users to disseminate your message Force people to enter too much information in order to network Remember that the user doesn’t with you. have to interact with you, so provide a compelling reason in Drop the ball on keeping in their language and their world touch with your users Remember that people social Fail to give them credit for network to have fun their ideas DIGITAL DOS AND DON’TS - 75 -
  • 76. ONLINE MEDIA Do: Don’t: Try to learn what people do on Try to convert the intent of the site your online media piece the people on the site you are is hosted on hosted by Have a function in mind for Force the user into too many your online media piece clicks to get to where he wants to go Have a business objective that is measurable and unique for your Trick users into thinking that online media buy they are going somewhere else (trick-throughs) Use rich media, experiential and entertaining technologies if Think that remembering your the site population enjoys that brand from a banner is enough Get metrics you can use for the Diverge radically from your look next time and feel without a reason DIGITAL DOS AND DON’TS - 76 -
  • 77. VIRAL MEDIA Do: Don’t: Realize that not every piece of Forget to give the user an easy media will be viral way to send it on Remember that there are certain Think that a single viral piece levers that make something can reach your entire user base viral: Controllability, Beauty, Mystery, Shock, Functionality, Forget that for someone to own Wow (how did they do that) something emotionally, it must Factor, and Extreme truth. be personal. This means not everyone will get it Be honest about your work. If something is not going to be Try to make everything viral. viral, it’s really not going to be Some things work better as paid viral media Be honest about your brand Underestimate the intelligence of guardrails before launching into the audience a viral project DIGITAL DOS AND DON’TS - 77 -
  • 78. BLOGGER OUTREACH Do: Don’t: Remember that everyone can be Spam bloggers as a group the media now Try to con them without having Treat your blogger friends as read what they write though they had a listenership of a million people. Tomorrow Lie to them. One principle joy they may of a blogger is to make drama around situations where they Provide bloggers with the things were disrespected they need: news, content, and the right to feel important Forget to be funny, entertain- ing, interesting. The blogger is Trust them with early news and looking for a story. Don’t forget remember who kept the trust to make a story out of your conversation with them — one Incentivize them to do what they that can coopt their “elevator do best conversation” DIGITAL DOS AND DON’TS - 78 -
  • 79. SEARCH ENGINES Do: Don’t: Make search engine optimiza- Forget to make search engine tion and marketing a legitimate, optimization a priority funded part of your year plan Forget that, many days, the Remember that Google is not the majority of your web users will only search engine come from search engines Recognize what the user is Settle for a second or third searching for and fi gure out how placement for searches on your the brand can help own brand name Link outward to places relevant Forget to tailor your pages for to the user. This increases your maximum search potential relevancy to the user Force people away from relevant Make specific sections of your search returns to view your site do specific jobs that the user brand may search for DIGITAL DOS AND DON’TS - 79 -
  • 80. COMMUNITY CONTENT Do: Don’t: Mobilize your mavens to seek Try to modify your brand’s own out and edit community content Wikipedia page. It’s against for you their rules Consider what other people Ignore brand-damaging write about your brand online to accusations on Wikipedia or be research and use it other community blog sites Remember that everyone on the Forget that transparency and the web is the media now truth work best on the web Incentivize people who are al- Think that people will believe ready talking about your brand you automatically and disbelieve what is posted online Work to change minds if that mind has a huge audience Think that you can get every single person online telling the exact same story DIGITAL DOS AND DON’TS - 80 -
  • 81. “There are very few products which do not benefit from being given a first class ticket through life.” - DAVID OGILVY
  • 82. On the web, in instant messenger applications, in text messages and else- where, we see users taking the opportunity to simplify and decrease the sheer amount of typing work necessary to communicate. This, presum- ably, leaves more time for texting pictures of your butt to random numbers in your phone book. The following are a few of these simplifi cations. BF LY Boy friend Love ya BRB NP or N/P Be right back No problem BTW OIC By the way Oh, I see CU OMG See you Oh my God CYA PAW See ya or CYA Parents are watching F2F ROTFL Face to face Rolling on the floor laughing FYI SNAFU For your information Situation normal, all f***ed up GF SO Girlfriend Significant other HHIS SUP Hanging head in shame What’s up ILU or ILY TIA I love you Thanks in advance IMHO TMI In my humble opinion Too much information IMing TTFN Instant messaging Ta-Ta for now JK TY Just kidding Thank you k WTF ok What the F*&@# ? KISS YW Keep it simple stupid You’re welcome LMAO EOM Laughing my a** off End of message FAMOUS EMOTICONS - 82 -
  • 83. Similarly, all over message boards and email applications, we see users chopping big words into little ones whenever possible. Do they all make sense? No. But if we were paying for ink, we would appreciate the amazing lexigraphical restraint. As an aside, it is completely acceptable to pinch someone for using one of these in real life. We have to maintain some communication standards or we are just monkeys. :) I’m happy. d:-) I’m wearing dopey hat. :( I’m perturbed. >:-< I am very, very, angry. :-) I’m happy and I have (::()::) I’m offering you a a nose. virtual Band Aid for your pain. {:-) I’m happy and I have a full head of hair. (((your I’m giving you a virtual name))) hug. :-( I’m sad and I have a nose. (|) You’ve just been mooned. ;) You and I are sharing a private joke. O :-) I’m an angel. :o I am surprised. :-} I have a beard. :P I’m looking goofy with :-] I’m grimacing. my tongue out. *:o) I’m clowning around. :-| I’m apathetic. :-t I am not delighted. :-D Somebody just said something hilarious. INSTANT MESSENGER AND TE X T ABBRE VIATIONS - 83 -
  • 84. Every website is important. Unfortunately, some are more important than others. Some work harder for brands, some work harder for people. If this book were bigger, there would be more words, there would be more sites, there would be more ideas, more explanations, more talking points, and certainly more quotes from David Ogilvy. We hope to be here to keep updating, inspiring, and innovating with you... Ask Metafi lter ask.metafi lter.com Blogger www.blogger.com Craigslist www.craigslist.org Delicious del.icio.us Facebook www.facebook.com Flickr www.fl ickr.com MySpace www.myspace.com Pandora Radio www.pandora.com Pogo www.pogo.com Salon www.salon.com TMZ www.tmz.com Twitter www.twitter.com Wikipedia www.wikipedia.org YouTube www.youtube.com IMPORTANT WEBSITES - 84 -
  • 85. “There is nothing so demoralizing as a boss who tolerates second rate work.” - DAVID OGILVY
  • 86. INTRODUCTION - 86 -