Archive for December, 2007

Broadband Available Worldwide But Beyond Most People’s Budgets

In previous blogs, I’ve noted that about half of US households have broadband (also called high-speed Internet) and that many fewer have access to broadband worldwide.

According to Wired, about 3% of the world’s population has access to broadband, but more importantly, the cost of access can vary wildly. In Japan, DSL or cable users typically pay $0.06/100 Kbps (0.002% of their monthly salary) for high-speed access, while people in Kenya pay $86.11/100 Kbps (nearly twice their monthly salary). Note the following costs of broadband access in various countries:

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Saudi Arabia: $571.82/100 Kbps
Expect to shell out 58% of the average monthly salary for DSL. Not surprisingly, only about 0.1% percent of the population has a connection.

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Mozambique: $361.83/100 Kbps
The nation’s civil war is long over but a high-speed connection costs as much as a private army: 1,400 times the average monthly wage.

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Pakistan: $106.98/100 Kbps
Local bloggers incensed President Pervez Musharraf’s support of the US must pay nearly twice the average income to have their say.

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Kazakhstan: $52.68/100 Kbps
The broadband prices, it’s nice? Not so much. The 2,000 Kazakhstani users must sacrifice one-fifth of the average monthly salary for access.

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Bolivia: $39.06/100 Kbps
There are only about 11,000 broadband customers in Bolivia, but each forks over nearly half of the average monthly wage to get online.

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Russia: $28.13/100 Kbps
The 1.6 million users who may want to stream President Putin’s latest judo moves surrender 8% of the average pay for the privilege.

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Nicaragua: $14.65/100 Kbps
No wonder this Central American country has only 6,600 high-speed customers, access costs a fifth of the average monthly paycheck.

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United States: $0.49/100 Kbps
The nearly 60 million broadband subscribers in the US typically pay 0.01% of their average monthly salary for a connection.

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Netherlands: $0.14/100 Kbps
Toptoe through the tulips and you will find 4.1 million broadband customers enjoying some of the lowest prices on the planet.

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South Korea: $0.08/100 Kbps
South Korea boasts 12.2 million broadband users, some of the world’s highest speeds, and low prices, second only to Japan.

Microsites: A Powerful Tool for Multichannel Messaging

One way to run an effective multichannel messaging campaign is to create a microsite—a centralized site with a unique and easy-to-remember URL. This can be a stand-alone site or part of a larger Web site. The purpose of a microsite is to attract specific audiences and get them to take precise actions—subscribing, placing an order, replying to an invitation, or simply asking for more information.

When developed as the strategic core of a multichannel campaign, a microsite can guide and support the entire promotion. Each marketing effort drives its target audience to the site, which then reinforces key messages, special offers, and promotions.

Another benefit of a microsite is your ability to track and report the results. In fact, you can set up separate URLs for each marketing channel so you know which channel drove how much traffic to the site.

For example, CircuitAlert.com is a microsite developed by Gardner Bender for the launch of its hand tool, the Circuit Alert wire stripper. All advertising, public relations, and other marketing done for the product invited prospective customers to visit the site and “see the tool in action” by viewing a 60-second demonstration video. The effort was a success: tens of thousands were sold within months of the launch.

Stick to Your Message

People usually are on a mission when they come to a Web site. If their goal is to buy your product or request more information, you don’t want to distract them in any way. Microsites can focus on one main message and prevent the visitor from getting lost or disoriented within a larger Web site.

Target a specific audience and tailor your content especially for this group. Provide exclusive content, special offers, breaking news about new products, and allow visitors to sign up for e-mail lists or take surveys.

Benefits of microsites:

Efficiency. Microsites are easy and relatively inexpensive to create and reuse.

Tracking. Monitor how visitors arrive at your microsite and where they click on the page(s).

Customized URLs. Track targeted audiences for each campaign.

Control. Customized content shows visitors what you want them to see.

Data. Research indicates that visitors to microsites share more about themselves than visitors to regular Web sites.

Leverage content. Editorial can be repackaged from other sites and media.

Savings. Using a microsite as a response mechanism is more cost-effective than telephone, mail, or fax.

Get your message heard. Attract visitors to the microsite and tell your message.

This post was adapted from the article Central Station by Grant A. Johnson in Direct magazine.

How to Build Links to Your Web Site

One of the best ways to get your site or blog listed on page one at any search engine is to have a substantial number of inbound and outbound links. So, how do you get those links? First and foremost, make sure your site has useful, interesting, up-to-date content that people will consider link-worthy. Next, set up a blog as part of your site because it is one of the best ways to build both inbound and outbound links. Below are some ways to get inbound links.

How to get people to link to your site

  1. Get found. Find out what phrases people are searching by using a tool like Wordtracker. Then, make sure your pages use those phrases, so people will find you before they find other sites.
  2. Stay current. Make sure your pages contain relevant, informative, and interesting information.
  3. Promote your site. Encourage readers to digg and del.icio.us your articles. This puts links to your site on some very credible news feeds.
  4. Let visitors generate content. Allow comments on articles and blogs.
  5. Make lists. There’s nothing is more link-able than a good list.
  6. Start controversy. That’s right, don’t be afraid to be controversial. As they say,“any press is good press”.

Consider who would benefit from linking to you

  1. Bloggers. A great way to get noticed is to get out into the blogging community and start commenting on other blogs. Most blogging platforms will link to your site when someone clicks on your alias. Many bloggers rely on outside articles to supply their blog with updated, relevant information. Many are a quick “copy & paste” of information with a link to the external source. Even journalistic blogs will cite other blogs as references for their information. Whenever you get an e-mail or a comment from someone on an article you’ve written, make sure you follow up with them. If they are reading your content, they must think you are a reliable resource and this could be the start of a great business relationship.
  2. Business Partners. These could be your blogger friends, your conference networking buddies, old colleagues, but they may also be your competition. It may be easier than you think to form a strategic alliance by finding a way that both will benefit. Many people will link to you if you link to them–even competitors.
  3. Customers. Who better to spread the word about you than your loyal clientele? Offering links in your thank-you e-mails to related articles, and even outwardly asking them to link to you is a great way to invite traffic to your site. Many people will do so if you just ask. Any incoming link helps.
  4. Suppliers. Think about offering testimonials (closing with a link to your site) on the testimonial pages of your dealers. Most organizations can use new testimonials, so a good deed for a good deed is good business. Ask them to list you on their “Partners” page.
  5. Friends. If all else fails, talk to your friends. In the digital age, almost everyone has a blog or is part of some social network. Tell your friends to link to your site in their forum signatures, blogrolls, MySpace and Facebook profiles, and anywhere else they can think of.

How to get bloggers to write about you

This is the epitome of link building. If your list of blogger prospects isn’t large enough, find more at Technorati, Google Blog Search and Ask.com’s blog search engine. Here are a few ways to get bloggers to notice you and link to your articles:

  1. Contact the blogger. This is a bold move, but if you think that something you’ve written will be of interest to the writer, then by all means, put yourself out there. You can usually find contact details on a bloggers site or contact page. When you contact bloggers, start with a compliment. Talk about how much you enjoy their blog, and do your research beforehand. Make sure you provide them with all the details they need to link to your site. For more tips, check out Ogilvy’s Blogger Outreach Code of Ethics.
  2. Comment on other blogs. This has multiple benefits. If you write genuinely-interesting comments, people will feel inclined to learn more about you. Most blogs link back to your Web site if a user clicks on your comment name. Another benefit is that your comments immediately create backlinks to your site. Don’t leave obvious promotional comments; no one likes reading them.
  3. Ask for a review. If you are product-based, offer relevant bloggers a chance to receive a free product in exchange for their review. Even if they are not an immediate fan, if they blog about your product you still a backlink that others may follow and even find a different product they prefer.

How to get your competitors to write about you

On the Web and in the blogosphere, it may be you have no competitors at all–just potential partners. Find arrangements that are mutually beneficial when it comes to link-building.

  1. Exchange links. A non-threatening place to suggest a link-exchange would be in a blogroll or “partners” area of your competitor’s site. It doesn’t distract their readers but it’s still a valuable placement.
  2. Fill a void. It may be that you have a complimentary article or product on your site that they don’t cover and they may see it as valuable to their readers. Many bloggers rely on other bloggers to fulfill their editorial needs by cutting and pasting, or speed-linking (a post composed completely of links to interesting articles and sites) to fill some white space. Fill that space.

How to get other inbound links to your site

Think about user-generated sites to create your own external inbound links. Use forums, online communities, social bookmarks, and online reviews to create live links to your content.

  1. Social networks. Read more about how to do this in an article about being a social networking evangelist. It includes a link to our “evangelist toolbox” which shows you multiple places to set up shop and create links to your site from multiple domains, including Digg, MySpace, LinkedIn, Technorati and more.
  2. Online Press Releases. If appropriate to your content, consider an online press release, which may generate multiple links to your site from all over the Web. Not only from PR sites themselves, but also from any browsing blogger looking to pick up a story. A list of free and paid resources (as well as a step-by-step how-to) is at Quick guide to distributing press releases online.

How to find out who is linking to your site

  1. Try Yahoo! Site Explorer
  2. See the backlink tool in Google Webmaster Tools
  3. Check out the backlink analyzer Domain Stats Tool
  4. The Firefox browser has a great plugin called “Search Status” that displays Google PageRank, Alexa rank, and Compete ranking anywhere in your browser, along with a fast keyword density analyzer, keyword/nofollow highlighting, backward/related links, Alexa info, and more.

This post was adapted from several articles at Mequoda.

Safe and Responsible Surfing

I previously blogged about the podcasts about Internet Safety by two BYU professors. They’ve just launched their 5th podcast about Safe and Responsible Surfing.

This audio podcast addresses technical issues including keylogging and peer-to-peer file sharing. It also addresses the importance of parental involvement in the personal and technical lives of their children.

Elder Ballard Urges Students to Use New Media to Share the Gospel

Elder M. Russell Ballard urged graduating students at Brigham Young University-Hawaii today to use the Internet, blogs, and other forms of new media to contribute to a national conversation about The Church of Jesus Christ of Latter-day Saints.

Elder Ballard asked the students to “join the conversation by participating on the Internet, particularly the New Media, to share the gospel and to explain in simple and clear terms the message of the Restoration.”

He explained that conversations about the Church would take place whether or not Church members decided to participate in them. “We cannot stand on the sidelines while others, including our critics, attempt to define what the Church teaches,” he said. Church leaders “can’t answer every question, satisfy every inquiry and respond to every inaccuracy that exists.”

He said students should consider sharing their views on blogs, responding to online news reports, and using new media in other ways. Read his full talk Using New Media to Support the Work of the Church.

Read related stories at the Newsroom, particularly the Additional Resources listed on the right of that page

For more ideas on using modern technology to share the gospel, see the category Sharing the Gospel on this blog.

Generation XXX

You may be interested in the following article that appeared in yesterday’s Deseret Morning News:

‘Gen XXX’ findings surprising
By Tad Walch

PROVO — Men are by far the main consumers in the mammoth worldwide porn industry, but today’s college women are surprisingly permissive about pornography, according to a new Brigham Young University study.

The BYU researchers discovered that 49 percent of the female college students they surveyed find pornography acceptable. Only 37 percent of their own fathers agreed.
That information is groundbreaking because it is a subject that hasn’t been addressed by family or development journals, said Jeffrey Arnett, editor of the Journal of Adolescent Research, which published the study.

The study of 813 college students at six American colleges and universities — BYU was not included — is titled “Generation XXX: Pornography Acceptance and Use Among Emerging Adults.”

The research found that 86 percent of college men and 31 percent of college women viewed pornographic material in the previous year. Men said they used it far more frequently — 48 percent used it at least weekly while 3 percent of women did.
Still, Arnett said, “One-third of female students said they’d used it. That surprised me it was that high.”

The key question asked of students and their parents was if they agreed or disagreed that viewing pornography is an acceptable way to express one’s sexuality. Lead author Jason Carroll, a BYU family life professor, offered two explanations for high acceptance among college women and men, 67 percent of whom agreed.

“One is that this is a life-course finding,” Carroll said, “that we captured them at a high point in time and their acceptance will decrease and they’ll be like their parents. The other argument is that because of the proliferation of pornography, this generation has a unique acceptance of pornography different from their parents, and that it will last. I think there is a compelling argument that is the case.”

Arnett rarely publishes quantitative, or statistical, studies. He prefers qualitative data based on subjective interviews. He made an exception this time.

“This is a hugely important issue,” he said, “given that pornography is so massively popular on the Internet. There are questions about how will it affect people’s sexuality and their views of gender roles, and how is that going to affect relationships between men and women. Maybe it will just be a form of entertainment. We just don’t know yet.”

Arnett and Carroll said BYU’s findings raised as many questions as they answered.
Pornography was not a centerpiece of a larger BYU study on emerging adulthood that, as reported last week in the Deseret Morning News, showed college students and their parents no longer see 18-to-25-year-olds as adults. The BYU team regretted not including several more questions on attitudes about pornography.

For example, Carroll said it isn’t clear whether college women were saying pornography is more acceptable for women or whether they are growing more permissive about men using it.

The study does indicate, without establishing a causal relationship, that women who are more accepting about pornography appear more prone to risky behavior.

“If they say pornography is an acceptable way to express one’s sexuality, they have elevated levels of binge drinking and are more likely to engage in risky sexual behavior and have multiple partners in the last 12 months,” Carroll said. “That’s just by being accepting of pornography, let alone using it.”

Carroll said the BYU team is involved in a study in Seattle that could yield more information about how pornography affects couple formation and marriages.

“Only 50 percent of women are accepting but 90 percent of men are reporting some level of usage,” he said. “We know very little about what happens to pornography patterns during couple formation. Do women become accepting? Are more couples using it together? Do men stop using it when they are in a relationship? Do men keep using but hide it from their spouse? We have no evidence.

“It’s an area where there could be some real tension because men’s and women’s approaches to pornography are so different.”

Arnett would like to see researchers do some qualitative work, interviewing subjects personally about when they use pornography, what sort of Web sites they access, if there are some things they don’t find acceptable and whether they use it more when they aren’t in a sexual relationship.

Pornography is a $13 billion industry in the United States, $100 billion worldwide, according to the study. One-fourth of all Internet searches — 68 million per day — are for pornography. The United States hosted 244 million adult Web pages in 2006, according to Ogden-based TopTen Reviews.

Those statistics make it clear that researchers need more information about pornography’s impact on the development of children, relationships and families, Carroll said.

That is even more true as the next revolution in pornography begins to crest.

“Internet and pay-per-view movies broke down social barriers to pornography use, making it seem more anonymous,” he said. “Now we’re entering the pocket-porn movement as society becomes more wireless. Parental monitoring used to be about taking care of Internet use at home. Now a group of 16- or 17-year-old boys could go out for the night and as long as one of them has a handheld device with Internet access, they have access to pornography.

“Parental monitoring becomes impossible, and that puts a high value on helping children improve their ability to self-monitor.”

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E-mail: twalch@desnews.com

Good Domain Names and URLs

How usable and memorable is your site’s Web address (URL)?

When you tell people about your URL to get them to go to your Web site, it is typically a small space at the end of a brochure, a single line in a magazine article, or a few words on screen for a few seconds. You have a brief moment to make an impact, tie it to your brand, and make it memorable. So make every character count.

Research has shown that offline media drives people to the Web for more information. So, when you pique someone’s interest, do you provide a URL that is memorable, understandable, readable, and typeable? (Is type-able a word? That means if you have hyphens, forward slashes, back slashes, underscores, etc., the average person won’t be able to type it correctly.) Remember, not everyone is Web-savvy. There is still a significant percentage of the online population that can’t (or doesn’t bother to) differentiate between an address bar and a search box. Two of the top ten queries on Google and Yahoo each month are “Google.com” and “Yahoo.com.”

Give people URLs they can easily remember and easily type. Here are a few best practices (borrowed and adapted from Aaron Goldman and other sources):

Dos

1. CapitalizeTheFirstLetterOfEachWord. For example, HowStuffWorks.com is easier to read than howstuffworks.com. It can also alleviate miscommunications, as in speedofart.com, which is more clearly read when spelled SpeedOfArt.com.

2. UseDifferentColorsOrBoldToHelpEachWordStandOut. For example, SamsungJuke.com.

3. Whenever possible, use YourBrandName.com.

4. If .com is not available, use .org. If you’re really desperate, use .net. If .com, .net, and .org are taken, find a new brand name. Seriously. Don’t even think about .biz and other options.

5. Use YourSlogan.com when running an integrated media campaign.

6. Use subdomains (like temples.lds.org) rather than subdirectories (like lds.org/temples). If you need a specific temple, SaltLakeTemple.lds.org is much better than lds.org/temples/saltlake. These can be set up easily, so NEVER use a convoluted URL. Set up a subdomain that is simple to remember and simple to type.

7. Use subdomains when driving people deeper than your homepage. I recently got a mailing that said “go to http://www.dol.gov/osbp/sbrefa/poster/matrix.htm.” Are they kidding? Why didn’t they set up the subdomain poster.dol.gov?

8. Use alternate URLs or subdomains to track campaigns. For example, in a TV ad for Allstate, they use the name GetAllstate.com instead of Allstate.com so they can track the traffic driven by the TV spot.

Don’ts

1. Don’t include www. Most people know that the phrase “go to LDS.org” means to go to a Web site. If it isn’t clear from the sentence, then say “go to the Web site LDS.org.”

2. Don’t include http://. This just confuses people further. Most modern browsers are able to interpret a Web address without http:// and without www. Don’t make your audience think they have to type more than they do.

3. don’tusealllowercase (canyoureallytellwhereonewordendsandthenextbegins?)

4. DITTOFORALLUPPERCASE.

5. No-hyphens/or slashes. See the comment about subdomains in #6 above.

6. Don’t use acronyms, abbreviations, or numbers unless your brand is widely known as such.

7. Don’t bury your URL at the bottom of a billboard. How many people drive around with a 4x zoom lens to find URLs?

Some good and bad examples of URLs can be found at GoodURLBadURL.com.

In an integrated effort, like Church Web sites, you may not want to run out and get unique URLs for every site. It may be important to brand the sites into a suite or family of sites, both visually, and by URL. In our case, we have a consistent central brand around the domain name LDS.org, and can use subdomains of LDS.org for most things (for example, temples.lds.org, primary.lds.org, ces.lds.org, music.lds.org, catalog.lds.org, and youngwomen.lds.org) without having to reinvent an entirely new domain name.

Church Web sites for members typically use a subdomain of LDS.org to make it clear that the site is an official Church site. Because there are many LDS-related Web sites, this helps members distinguish between Church site and other sites. For example, members cannot know from the name whether josephsmith.net or josephsmith.com is the Church site. (Do you which is the Church site?) Also, there are many sites with names similar to the names of official Church sites. To solve this, we usually tie official Church sites back to the LDS.org brand so it is clear from the URL that these sites are Church sites. For example, josephsmith.lds.org makes it clear that this is an official Church site about Joseph Smith.

The End of Pay Phones

This news from Reuters today:

AT&T plans to end its dwindling pay phone business by the end of 2008, as more consumers use mobile phones.The move affects AT&T pay phones in the company’s previous 13-state service area. BellSouth has already exited the pay phone business in its 9-state area.

Pay phones in the United States have declined across the industry from about 2.6 million phones in 1998 to an estimated 1 million phones today.

AmazonKindle eBook Reader

Amazon has launched AmazonKindle, a new electronic device for reading e-books you purchase from Amazon.

  • Great screen that is easy on the eyes.
  • Impressive design and user experience. (Although a touch screen would be more human-friendly.)
  • Automatic wireless delivery of books, magazines, newspapers, and some blogs. No need to sync with a computer. No monthly wireless bills.
  • See a demo.

Drawbacks:

  • It’s expensive ($400).
  • You have to buy the books from Amazon (most are $10).
  • Can’t use documents you already own in other formats like MobiReader, MS Reader, PDF, etc. Uses a proprietary format that is DRMed.

Overall, the best I’ve seen yet. Although it won’t have people bringing down Amazon.com’s computers buying it.

AmazonKindle

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