Feb
13
2009

Is your brand 'Google Safe'?

rose1

There is a term we used to throw around the publishing desks back in the day.  If we had a new branded product or publication we wanted to create, the first  bullet point on the ToDo list was to find out if the name it was ‘Google Safe’.     For us, ‘Google Safe’ meant the term or name or phrase or tagline was light on targeted search results in Google and was available for someone to make their own.  I use the quotes there because, unaware at the time, Google was branding its own line of services and calling them Google Safe Browsing (who knew).  The term stuck in my head since and I’m not sure what the the kids are calling it today but at least the concept is alive and well.  The CEO of a web startup that will intentionally mispell an english word as their brand to find a niche in a crowded search market, that’s a woman who enjoys the path less chosen.

Good online branding is getting difficult.  It has to be memorable, short, representative if possible, and it has to be somewhat available on Google.  I was sitting down just today thinking of a good product name when I came up with some guidelines that at least helped.

  • Pick one word that speaks to your product, lets say Community, and another word that neither adds nor distracts from the first word.  CommunityOne, CommunityPrime, CommunityNow
  • Prefix words like colors are easy to remember and can give your name a little separation from the pack.   Sure you could call your wireless mini networking technology ‘tooth’ but ‘Bluetooth’ is so much cooler and more unique.
  • Locations make good Google Safe additions to names.   Your town, your county, your street, your state can all help you find a unique name for your business that is easy to remember and representative as well
  • Numbers are popular with the online community.  37siganls, 43folders, 30helens.
  • So are strange animal combinations.  RazorFrog, GlassFish, FireFox.  Entire product releases for Ubuntu are renamed with an allerating combination of Adjective and Animal name: Gutsy Gibbon, Intrepid Ibex, Hardy Heron.
  • Of course, would be remise if I didn’t mention the trend Apple foisted upon us.  Take a word, slap on a lower case letter in front, surround with rounded corners.  iPod, iTouch, iMac, iGotNothing

I’m sure you can come up with better suggestions of how to pick the next great name.

Photo attributed to audreyjm529

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Feb
13
2009

Morning Edition – Feb 13, 2009

Happy Friday the 13th – hope your day is lucky and you have a romantic weekend…..

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Feb
12
2009

Do You Know What Your Customers Don't Know?

questionandreannaThis is the question that every business asks themselves (or should) – What do our customers not know?  It is vitally important to know the answer to this question because that is the very information you need to have on your website and in your brochures.  Potential Customers come to your website to get the answer to their questions.

The hard part is that the question is not the same for everyone.  But there are some easy ways to find out what customers want to know.  Most obvious and easy is just to ask them.  Much of this information is also already known by employees of your company.  Anyone who takes sales or support calls will have information about what customers have questions about.

Helping customers answer their questions will lead to higher customer satisfaction and an improved sales process, plus provide you with better content on your website and brochures.

(photo by Andreanna @ Flickr CC)

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Feb
12
2009

Ask Sazbean – Virtual Office Hours

fleur120The Internet can be confusing.  Even if you read a bunch of information about how to use it for your business, you still have questions (everyone has questions).  We’d like to try to help answer some of your questions., so we’ve added an Ask Sazbean chat box on the right.  If we’re available to take questions, you’ll see that we’re online (if not, leave a message).  We’ll try to get back to you as soon as possible with an answer.

If this works out, we’re planning on having some of the more frequently asked questions and answers available online – and possibly in a podcast.

Feb
12
2009

Morning Edition – Feb 12, 2009

Thursday morning link goodness just for you:

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Feb
11
2009

JSON and the Argonauts

greek-statueThe Greeks sure were fond of super-hero team titles.  There was Jason, commander of the Argo and her crew of the best of the best, pitted against irresistible forces beyond moral man’s endurance.   What does this have to do with JSON, the JavaScript Object Notation standard used by the web 2.0′s best of the best of overcome an accent foe called Same Origin Policy?  Can’t think of a thing, I just really liked the title.

A funny thing happened on the way to the Mashup. I’m sure someone somewhere, maybe even here, told you that RSS feeds were going to revolutionize the way we distribute information.  We were all so right in so many ways because RSS, or ATOM if you prefer, has opened up the world to the unimagined possibilities available online.  Think of some way that you want to consume information.  Go ahead, I’ll wait.  Ok, you are all right you can consume information that way. Oh, heh, I mean almost all of you are right.  That guy in the back with the Helvetica shirt in Metalica font, I’m sorry but we can’t help you with your idea.  Thing is, as much as you may want to have a single page that can then pull and update XML based RSS feeds from any site in the world from within the browser without refreshing, you’re not allowed.  It is for your own protection actually.  We call it the Same Origin Policy.

Here is the idea.  When your web browser pulls down a web page’s code from a modern site, it is usually pulling down a collection of HTML, Stylesheets, Javascript.  That HTML tells the page what content goes where and what images to place by the content.  The Stylesheet (CSS) tells the browser how to make that content look and how to make it act on the page.  Then the Javascript is there to give the page life, make it interact with events, make it do impressive things that we have come to love and cherrish.  In the AJAX world, those impressive things involve grabbing information from the server and updating the page without screen refresh.  Javascript is nye omnipotent in the browser, and yet there are some quantum limitations built into the works.  Beyond the sandboxing of JS, there is one little design decision from Netscape 2.0 that has totally altered the web 2.0 landscape.  Netscape decided that a browser would only allow scripts to interact with domains that the page came from.  If a page is loaded from www.bobsdiscountlasers.com then AJAX calls are limited to bobsdiscountlasers.com.  The grand illumination of mashups, where data flows from many different locations onto one page in a relevant way, almost never happened because of this.

Web browsers weren’t designed with mashups in mind, and ‘the warts have been there from day one’, [David Boloker, cofounder of the OpenAjax Alliance and IBM's CTO of Emerging Internet Technologies] says. Browsers contain a security feature called the same-origin policy that’s meant to keep malicious code hosted on one site from grabbing data, such as stored credentials, off another site. The same-origin policy prevents websites from one domain from requesting data belonging to another domain. ~ Security services and Mashups

But, of course, Mashups do exist.  We see Google Maps on thousands of pages not under the google.com domain.  How is it done?  We’ll get to the hero of the day in a second, for now lets look at other popular workarounds

  • Mashup at the Server Side:  Since the JS limitation is browser based, you could do all of your mashups at the server.  The server could serve as the collector of the different sources of information, combine them intellegently and cache the results.  At best this idea is inconvenient because it adds layers where they need not normally be.  At worst this does not scale when you have a single location for distributed information
  • Flash/Flex:  The Flash VM doesn’t have the Cross Domain limitation that plagues JavaScript.  A file on the server gives a list of permitted sites that the Flex app can pull data from.  I have talked with Adobe Evangalists about this option and they seemed to hint that this design decision was intented to hit javascript where it was weakest.
  • AJAX Proxy.  Similar to the first method, a proxy allows the client to pull the information through it.  It isn’t stored on the proxy, though it can be cached, and no combination is done.  Again, this is a scaling issue

Stop passing code, start passing data. What all of these work arounds do is bypass the security concern with Same Origin Policy (SOP).  SOP was originally intended to combat early attempts at Cross Site Scripting (XSS).  Modern XSS has a nasty list of exploits that I don’t have time for here, but one way to think about it is this:  If you let Javascript pull code from untrustworthy places you are inviting problems.  One possible approach to this issue was to stop the push and pull of code but to allow the pushing and pulling raw data.  That is what JSON is, a way to encode data to be pushed and pulled using AJAX calls.  Though the X in AJAX stands for XML, AJAX really is more often using JSON because SOP will allow it to be used cross-domain.  So with JSON you can pull in Google Maps and that list of Micro Brewerys right in the browser, Mash them up using Javascript, and asyncroniously keep the data refreshed, the app reactive, and your buzz in good spirits (You are walking to these pubs, right?)

My prediction; RSS feeds are going to move away from XML and on to JSON in the future.  Or at minimum, support both.  John Resig, the creator of jQuery, even has a converter to get us all started.

Photo attributed to jasonr611

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Feb
11
2009

Morning Edition – Feb 11, 2009

Wednesday – almost halfway through the link and here’s some links just for you:

We post links to stories about how to use the web effectively throughout the day on Twitter or Delicious.  Also, if you have a post or link you think is worth sharing, please let us know!

Feb
10
2009

Using Flickr to Socialize Your Products

I wrote an article on using Flickr to promote your products over on Practical eCommerce:

Flickr, a photo sharing site, can be a powerful tool for promoting your products. Not only can you upload images of your products, where they can be seen throughout the Flickr website, but you can encourage your customers to participate and socialize with your company and products by uploading and sharing their own images of your products… – Using Flickr to Socialize Your Products – Practical eCommerce

Feb
10
2009

Twitter – The Most Effective Social Network?

conversationdragunskThere’s been a lot of news lately about companies using Twitter successfully.  Sure, you can micro-target an audience which has already told you they’re interested just by following you.  But is Twitter really an effective social networking tool?

We’ve been using Twitter since late 2007. I think it’s constantly been evolving as people find new and different uses for 140 character conversations.  At first, people would just talk about what they were doing – which could be pretty boring.  Then people expanded that to share what was going on and their opinions of it – Twitter is often the first to report large events.  Now people are using Twitter to have conversations and connect with new people.

Our use of Twitter has been similar in terms of evolution.  We’ve connected with some really great new people – even people locally and even gotten some business from it.  Best of all, we’ve had some really great conversations on Twitter.  In some ways, networking on Twitter has been more effective than other social networks because of the conversations.  The number of readers via Twitter, RSS and our blog continues to rise – in no small part from our Twitter connections.  I like to think of it as a giant instant messenger (IM) for the world.

What have your experiences been with Twitter?  Please share in the comments below.

(photo by Dragunsk @ Flickr CC)

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Feb
10
2009

Morning Edition – Feb 10, 2009

They’re forecasting record highs here in Michigan today – although it’s cloudy and overcast.  People will still be out in shorts with their car windows and sunroofs open.  Hope you have a great day!

We post links to stories about how to use the web effectively throughout the day on Twitter or Delicious.  Also, if you have a post or link you think is worth sharing, please let us know!