The Complete Journey of Tech Company Logos

A company's corporate logo is something that becomes a symbol of the company and the company starts getting identified by that logo. It is this power of identity that makes us instantly recognize a brand by just glimpsing at its logo. Corporate logos of almost every technology company have changed over the course of years and that is what we are going to have a look at today.

IBM

IBM as a company was formed in 1911 as the Computing Tabulating Recording Corporation (CTR) because it was actually a merger of four companies: the Tabulating Machine Company, the International Time Recording Company, the Computing Scale Corporation and the Bundy Manufacturing Company and hence such a complicated and long name. Therefore, the early logo of this company had the letters ITR, which was a major part. Just after this merger, the logo was changed to reflect the change and it contained both ITR and CTR initials in 1911.

CTR adapted the new name International Business Machines Corporation in 1924, and hence the old logo had to be replaced with a new one. The old logo with the ornate rococo font was replaced by one in which it was written Business Machines in san serif font, written in the form of a globe and the word International as its equator. This suggested a more global role for the company.

With the advent of computing, IBM decided that it was time to change more and adapt to the new technology. It decided to do away with it its punched-card tabulating system and favor computers. The new logo sported a Beton Bold font.

Then in 1956, company CEO Thomas J. Watson, Sr appointed Tom Watson, Jr. as the CEO, before he died. The new CEO had a different vision for the company and so he decided to change the logo one more time. Paul Rand was hired to design the new logo in such a way that it would be subtle and will appear more grounded and solid and exuded confidence.

After this, Paul Rand made one more change to the logo to reflect speed and dynamism of the company. The solid font was replaced by stripes. This logo has been since used in IBM.

Google

The search giant we know as Google was founded in 1996 by two Stanford University computer science graduate students Larry Page and Sergey Brin. The name is derived from Googol, which means one followed by 100 zeros. Sergey Brin, who had self-taught the free computer graphics program GIMP, created the first logo in rainbow colored Catall BQ font for his company in this program and later even added an exclamation mark to it to mimic the Yahoo! logo (as Yahoo! was the major search engine of that time).

In 1999, Google hired Stanford's Consultant Art Professor Ruth Kedar to design the now famous Google logo. Ruth Kedar says, "There were a lot of different color iterations. We ended up with the primary colors, but instead of having the pattern go in order, we put a secondary color on the L, which brought back the idea that Google doesn't follow the rules."

The last overhaul that this logo received was in 2010, when it used a typeface similar to the previous logo, but featured a distinctly orange colored "o" in place of the previously yellowish "o". Also, there was a subtle shadow rendered in a different shading style.

Apple

Apple Computer Corporation had its humble beginnings in 1976 when it was established by three individuals - Steve Jobs, Steve Wozniak and principal investor Ronald Wayne.

At its inception, Apple had a very complicated logo designed by co-founder Ronald Wayne, with a picture of Isaac Newton sitting under an apple tree with a phrase from Wordsworth: "Newton 'A Mind Forever Voyaging Through Strange Seas of Thought Alone." This logo was used during the era of Apple-1 and it made Jobs think that the complex logo may be one of the reasons for the low sales of the Apple-1.

Soon they had to prepare for the display at the first West Coast Faire (a technology trade show) and it was important to have a brand new logo that reflected all that Apple stands for - simplicity and great design. A young art director, Rob Janoff was assigned this task.

Since Apple computers were distinguished from the rest by their ability to display many colors, Rob made this new logo of an apple in colorful horizontal stripes of rainbow colors and with a bite taken out of it on one side. Though it is rumored that this bite taken out of the apple was to signify that this is from the world of "bits and bytes", Janoff has stated that he did so to prevent this apple from appearing like a cherry tomato. The apple design was, obviously, taken from the name of the company. The resulting logo was a lot more attractive and eye-catching and it stayed so until 1998.

Apple launched its new iMac in 1998 and with it, they wanted a new logo to suit the sober-looking lineup of its products. While the apple with a bite taken out of it remained, the rainbow color went and got replaced by a gradient chrome silver color which is currently in use.

Canon

Canon had recognized the importance of having a global presence right from the start and that can be seen from its logos from that time. This company actually hired a specialized advertising designer to create its logo and used a typeface that was never used before in Europe or America.

Its first camera was launched in 1934 and named Kwanon, which was the Buddhist goddess of mercy. The logo included the words Kwanon and a picture of the goddess with several arms and flames.

Just like other companies, Canon also tried to simplify its logo and at the same time make it as noticeable as possible. Canon trademarked its new logo in 1935, but it still kept on evolving to make improvements in its design to make it more balanced. This evolution of the Canon logo went on till 1956, when the logo assumed its form that we are familiar with today.

Kodak

Kodak understood the importance of brand recognition as it was the first company to integrate its name and looks into one symbol when it started in 1907. Since 1935, Kodak started incorporating its complete name in its logo which predominantly contained the colors yellow and red to make it eye catchy.

Kodak tried to introduce a flip page as a logo in 1960. In 1971, that logo design was dropped in favor of a complicated design in the form of a box and graphic "K" element. In 1987, Kodak changed the fonts of this logo to make it more contemporary, but retained the overall design.

Following a general trend of companies trying to simplify their logo designs, Kodak too decided to simplify its logo in 1996 by removing the boxes. This 1996 logo was given a slight facelift in 2006 by replacing the "a" and "d" to a more rounded and contemporary form.

Android 3.0 Live : Google Shows Off

Google has showcased the first version of its Android software designed to run on tablets with larger screens and greater computing horsepower, allowing for a sleeker and theoretically faster interface with built-in video conferencing.

The company also introduced a new way for developers to make money by building applications that run on Android.

The changes ratchet up the competition in the fast-growing tablet PC market, for which Hewlett-Packard and Microsoft are also developing rival software.

Analysts said "Honeycomb", while addressing a couple perceived flaws in the operating system when used for tablets as opposed to smartphones, was unlikely to immediately shift the balance of power.

"It closed the gap quite a bit," said BGC analyst Colin Gillis. But, he said "there was nothing there that was going to make me wait in line overnight," referring to the lines of customers who waited outside retail stores when Apple introduced the iPad in April.

Google said at an event at its Mountain View, California headquarters that Android developers would now be able to sell consumers goods from directly within their apps, a key capability Apple introduced more than one year ago.

And it has started a Web version of its applications store for Android devices, which will help developers hawk their software applications to a larger audience. Previously, Android apps were available only through client software on devices.

Still runaway leader
Apple, which some analysts expect will unveil a new version of its iPad later this year, has shipped 14.8 million iPads since April. But it lost its early lead in the smartphone market to Android, which Google gives away to hardware vendors and which became the No. 1 smartphone operating system in the fourth quarter, according to research firm Canalys.

Whether Google can do the same in the tablet market will depend on the support its new "Honeycomb" gets from manufacturers, wireless carriers, and the armies of developers who build applications like games and productivity tools.

Google now has more than 100,000 apps available for Android devices, versus Apple's catalog of more than 300,000.

"There really wasn't much of a competitive playing field so far" in the tablet market, said Soumen Ganguly, a principal at management consulting firm Altman Vilandrie & Co, who noted that previous versions of Google's Android were well-suited to smartphones but not ideal for the bigger-screened tablets.

With the introduction of Honeycomb, Ganguly expected that every major manufacturer would introduce at least one Android tablet by the end of the first half of the year.

Motorola Mobility's Xoom, which Google showcased at the event, is due to ship in the first quarter.

But Display Search analyst Richard Shim said there were still unanswered questions, including the price of Honeycomb tablets.

Shim said his firm expects industry-wide shipments of 55.7 million tablet PC in 2011 and that, even after seeing Honeycomb demonstration, he still expects Apple to hold the majority market share this year.

Is Microsoft Copying The Search Results From Google?

SAN FRANCISCO: Google Inc, owner of the world's most popular search engine, said Microsoft Corp's Bing is "copying" its query results. Microsoft denied the accusation and said the data in question comes from customers.

Google's own testing concluded that Bing was using its search results, Google Fellow Amit Singhal said in an e-mailed statement.

"We look forward to competing with genuinely new search algorithms out there, from Bing and others --algorithms built on core innovation, and not on recycled search results copied from a competitor," Singhal said.

A "small piece" of the information Microsoft uses to build search results comes from customers who choose to share their data -- and that's what causes the overlap, said Harry Shum, corporate vice president at Bing, in a blog post. Microsoft uses more than 1,000 different signals and features to improve search results, he wrote.

"We learn from all of our customers," Shum said in the posting. "What we saw in today's story was a spy-novelesque stunt to generate extreme outliers" in some search rankings, he said. "It was a creative tactic by a competitor, and we'll take it as a back-handed compliment. But it doesn't accurately portray how we use opt-in customer data as one of many inputs to help improve our user experience."

In a panel discussion today with Google's Matt Cutts at the Farsight 2011 conference in San Francisco, Shum questioned whether Google can say it owns the data when a customer uses its search engine.

Search market share
Google is trying to preserve its lead in search as Bing increases market share. Bing had 12 percent of US searches in December, up from 11.8 percent the previous month, according to ComScore Inc in Reston, Virginia. Google had 66.6 percent, up from 66.2 percent.

"This seems pretty high-profile for them to take such a public stance," said Melise Blakeslee, founder and managing partner of Sequel Technology & IP Law Pllc, a firm in Washington that specializes in software and the Internet. "They're concerned about a competitor taking more of their market."

Website Search Engine Land earlier reported Google's allegation against Microsoft.

'First Hack-Free' Software Developed

MELBOURNE: Scientists have developed what they claim is the world's first hack-free software which can protect systems from failure or malicious attacks.

The 'seL4' microkernel has been developed by a team led by Australia's ICT Research Centre of Excellence's spinout company -- Open Kernel Labs (OK Labs). It is a small operating system kernel which regulates access to a computer's hardware.

Its unique feature is that it has been mathematically proven to operate correctly, enabling it to separate trusted from untrusted software, protecting critical services from a failure or a malicious attack, say the scientists.

In future applications, seL4 could ensure that trusted financial transaction software from secure sources like banks or stock exchanges can operate securely on a customer's mobile phone alongside "untrusted" software, such as games downloaded from the Internet, according to its developers.

It could also provide a secure and reliable environment for mission-critical defence data, operating on the same platform as everyday applications like email. Or, it could protect the life-supporting functions of an implanted medical device, such as a pacemaker, from hacking, they say.

"Our seL4 microkernel is the only operating system kernel in existence whose source code has been mathematically proven to implement its specification correctly. Under the assumptions of the proof, the seL4 kernel for ARM11 will always do precisely what its specification says it will do," lead scientist Gerwin Klein said.

Added another scientist Gernot Heiser, "Verification of operating-system kernels has been attempted since the 1970s -- we pulled it off!"

Web Search in 2011 : 10 Things to Look Out

Part-2 : Web Search in 2011

6.Massive growth in contextual PPC model

With the success of Google’s Content Network (now rebranded the Display Network), many publisher sites and shopping aggregators are following with similar paid for listings models, offering their real estate at a price. Although very early stages, none of them have quite mastered a ‘quality score’ of some type making the payment model very much a fixed cost per click (CPC) but still split by vertical.

For advertisers, this is another advertising option that in most cases is a cheaper option. With CPC’s being relatively low it helps spread the risk, so all an advertiser’s budget isn’t just spent with Google. But it does not quite offer the same amount of reach as advertising via one of the search engines or Google’s contextual network.

That said it’s an interesting proposition and one which many advertisers (especially retail and travel) are already exploiting. So far the biggest selling points are the competitive CPCs some of these publisher sites are offering, almost undercutting the search engines. Are they offering something different? And do they have a real chance of cutting into Google’s monopoly of the contextual space? Greenlight thinks so.


7.Instant Previews to stay

With the introduction of Google Instant Previews, search engine users now get to see a site before they arrive at it. This means they will be making important decisions before the site has any chance to engage the viewer with the strength of its content or functionality.

Although Instant Previews usually contain a few highlighted snippets of text as well as the overall screen-grab, those snippets are barely noticeable at present making the previews basically entirely graphical. Consequently if a site design is not up to scratch, it will start to see click through rates (CTRs) dropping, which will have knock on effects on the site’s rankings too.

In addition, CTR optimisation will become its own semi-discipline built around the arrival of Instant Previews and incorporating competitor analysis, title and meta description optimisation, to offer a rounded and compelling package to top ranking sites.


8.Pre-targeting, Re-targeting and Re-marketing to rule

Personalised re-targeting, is the channel that allows advertisers to re-engage with lost customers via personalised banners across the Internet. Some of the biggest players in this market include Criteo, Struq, My Things Media and adGENIE. Even the search engines are giving it a go with Google’s Remarketing or Yahoo! Smart Ads.

Personalised retargeting is quite a unique proposition and twist to display in some ways, to the point whereby dynamic personalised retargeting has been proven to drive increased CTRs and conversion rates from what is considered the typical 0.005% for traditional display versus personalised re-targeting which normally starts off around 0.8% CTR and has been known to reach as high as 5% CTR.

The dynamic nature and flexibilities of re-targeting mean advertisers can optimise their ads in real-time, therefore responding to what their consumers really want and getting the most out of their investment. Again this is another example of display marketing taking on the qualities of paid search - and making it work for the advertiser.

“Combining our earlier prediction (Display marketing will mirror much of what is search in practice) with the re-targeting model sees search marketing expanding its remit within the online space - claiming more investment, and presenting more opportunities to close the loop outside the existing buying cycle,” says Kimuyu.


9.Quick Response codes to replace Search

Some time ago we started to see the advent of search based call to actions in ATL advertising, where an advert ends with the line “search widgets online” rather than a website address.

Greenlight predicts that in 2011, QR codes will usurp search calls to action in display advertising. This is probably just as well given the hash most companies seem to make of search based calls to action when it comes to search engine optimisation (SEO), often failing to achieve or even try to rank naturally for the keyword they are encouraging people to search for.

So what’s a QR code? A QR code is a “matrix” or 2D barcode that can be read by many mobile phones. It has a URL (among other things) encoded within it, letting advertisers replace the whole affair with a simple point and click.


10.Google may roll out comparison ads

Over the last year, Google introduced Comparison Ads into the mix (part of the AdWords programme). After a successful trial in the US, Google rolled out the proposition in the UK at the beginning of 2010.

Invited advertisers were able to set a target cost per acquisition (CPA) against a group of specific keywords and not have to worry about inflating CPCs as a result of a poor quality score or aggressive competition. This programme alone not only assists Google in monetising its excess inventory. It also allows the advertiser to have confidence in securing a positive return on investment (ROI).

Now almost a year on, it makes sense for Google to push this proposition out across the entire Financial sector and most likely into Travel.

However, what does this mean for the aggregators, as Google is effectively taking a punt at their business model? Furthermore, with some of the aggregators being Google’s biggest clients, is Google shooting itself in the foot by trying to recreate its own version of this market? It remains to be seen.

Web Search in 2011 : 10 Things to Look Out

1.Google, Bing to offer app search

Smartphone users likely already feel the pull of their respective app store/marketplace as much as if not more than a traditional search engine like Google, if/when they have a particular need.

That, according to Adam Bunn, director of search at Greenlight, is a new frontier for search: the idea that instead of finding a website that will be able to answer your question right now, you’ll go and find an app and install that app because it will answer the question, and questions like it, again and again, in a more usable way (in the long term).

“To maintain any kind of grasp on the mobile user, search engines will need to be able to point out apps that might be relevant to the searcher’s search - and even give them a one-click install option for when the search is being carried out from a mobile with the right operating system. This will manifest as another type of vertical search on Google and Bing, as well as being pulled into the normal results as a universal search element.”


2.Display marketing to mirror 'contemporary' search

Google’s acquisition of Double Click, Yahoo! Right Media Exchange, and Direct Response crossing over; and MSN bringing its exchange to the forefront, as well as offering similar display programmes and formats to search advertisers - is turning what we all once knew as ‘traditional display marketing’ to a very search-like feel to display.

The Ad Exchanges specifically have been pivotal to this evolution, providing real-time bidding and optimisation. It is making advertisers and brands rethink their display strategy and investment - and ask the question, does display have a new lease of life?

“The best example of this was Google’s acquisition of Double Click”, says Hannah Kimuyu, Director of paid search at Greenlight. “It transformed its Content Network into a fully fledged display network (also rebranded Display Network) proving that in fact traditional display (blanket run of network etc) is a thing of the past, and marketers can expect more sophistication, control and results from a new era of display.

Imagine having search-like control with display - moving into 2011 we expect to see more from this new form of display marketing.”


3.Google, Bing competition to hot up

Among other things Greenlight expects:
Bing to imitate Google Instant Preview and introduce image previews of sites, with some additional functionality over the Google implementation such as the ability to zoom or grab and scroll the preview with the mouse to take a closer look before selecting which site is of interest;

Google to introduce a feature similar to Bings Recent Searches only called Recent Pages. It will list the viewers five most recently clicked on search results for easier recollection later on. Data pertaining to how often a site is revisited when in the respective userङs recent pages list will be fed into the algorithm. Expect this amidst a continued advertising push by Bing throughout the year, adds Bunn.


4.Yahoo ‘Rich ads in Search’ may take off

A little similar to Google’s recent introduction of Video extensions via its AdWords programme. Yahoo! has launched its ‘Rich Ads in Search’ (RAIS) proposition.

In summary, RAIS are designed to deeply engage the target audience through images, videos and multiple direct links to the respective site. Unlike Google, Yahoo! is offering permanent real-estate. You buy full inventory over a fixed period of time and are charged on a CPM (cost per thousand impressions).

RAIS is focused on branded search. It aims to highlight a respective brand even further, incorporate its video assets and extends its search functionality including site links and a search function in the ad as well.

The proposition is expected to increase click through rates (CTRs) significantly for brand owners. It aims to take back some of the control/brand visibility lost from affiliates and competitors.

According to Kimuyu, RAIS has to be one of the most exciting things to come from Yahoo in a while. “In my opinion it is a great example of the search networks finally taking responsibility over their advertisers’ brands. Although Google’s version is yet to make its mark, we do expect Google to up its game, especially now Yahoo! has shown its hand.”


5.Web to get content- heavy

The real problem is not that there is too much content, but that there is too much similar or identical content that offers no real value for search engines the second, third or one thousandth time they come across it.

2010 saw Google implement its “May Day” algorithm update, part of which penalised cookie cutter content that is excessively template driven or syndicated to multiple sites in favour of more unique and valuable pages.

In 2011, Greenlight expects duplication filters will get even tougher as the engines take ever more drastic measures to limit the amount of resource they spend on less valuable content and maximise the focus on everything else.

Technology to Lookout in 2011

Tablets PC
Apple's iPad was just the beginning. In 2011, expect an onslaught of competitors that want to take a bite out of Apple's near monopoly in the 'pad' market.

New models from HP, BlackBerry maker Research in Motion, Motorola, Dell, Asus, Cisco, Lenovo, and others are expected to be rolled out in 2011.

While these products may not have the instant name recognition of an iPad, they'll all likely have something that the iPad doesn't: affordability. What will Apple do in response? There are plenty of shortcomings in the iPad that could be addressed by an iPad successor. Expect to see one in 2011.

Social Networking
Upstarts like Facebook and Twitter took the world by storm in 2010. Will tech heavyweights like Google stand by and watch success like that go unchallenged? Unlikely.

Twitter's 140-character niche may be tough to replicate, but expect 2011 to see competitors attempt to chip away at Facebook's success. Google is currently rumoured to have a 'Google Me' product in the wings, which is expected to give Facebook some competition in 2011. Others are likely to follow suit.

cloud computing
There are plenty of reasons for cloud computing to be taken seriously - by both corporations and consumers - in 2011.

The first is accessibility. Internet access is close to ubiquitous in many areas now, so storing your data on some server that you can reach only when online is less of an issue than it used to be.

The second, though, is cost. In an age when budgets are under the microscope, the cost of running and maintaining your own storage or servers is a factor that can feasibly be eliminated by using cloud- based applications and storage.

And finally, there's the issue of backups. Put simply, backup routines are someone else's problem when your data is on the cloud - and that's a good thing, since many people fail to back up their data adequately, if at all.

GB Goes
Think big and fast in 2011. Traditional mechanical hard drives will be available in 3-terabyte (TB) capacities and larger - and at prices that will be budget-friendly.

Speed freaks, though, will want to look at the upcoming crop of solid state drives (SSDs), which will take full advantage of the newest 6 gigabit per second (Gb/s) SATA drive connectivity standard to pump data through your PC at roughly twice the speed of today's widespread 3 Gb/s standard.

SSDs will continue to command a price premium in 2011, but increasing capacities overall will bring down prices on the units that are currently the costliest. For those who have been waiting for SSDs to get big enough to be interesting, expect 600 gigabyte (GB) drives to appear early in the year.

Wireless goes Supersonic
Networks are generally boring, but 2011 will see some exciting advances in how you get online - and how quickly.

First, the speedy 802.11n wireless standard will become firmly entrenched in notebooks and wireless routers, making wired-like speeds widely available to notebooks and other wireless devices.

Even better, a plethora of 'three-stream' routers will hit the market, making it possible to stream different types of data across wireless spectrums, so your music listening and file downloading won't slow down your internet surfing.

For those who want the reliable speed of wired connection, the new HomePlug AV2 standard will allow gigabit networking speeds over the standard electrical wiring in your home.

USB 3.0

USB 3.0 was unveiled in 2010, but hardly anyone noticed. Expect that to change in 2011, as a flood of new products are unleashed that take advantage of USB 3.0's tremendous speed advantage over USB 2.0, as well as its bi-directional communication prowess.

Not only will 3.0's theoretical 10x speed advantage over 2.0 make fast external storage a reality, but its ability to send and receive data simultaneously will mean that a wide range of peripherals that bumped up against the limits of 2.0's data transfer rate will be able to adopt USB wholeheartedly. In 2011, don't buy a desktop or notebook PC that's not equipped with the improved USB standard.

Expect more choice and more tumult in the mobile space than ever before. For the first time, the smartphone market won't consist of BlackBerry and iPhone and everyone else.

Google Android-based phones and even Microsoft's Windows Phone 7will provide real competition for the market leaders from both a price and feature standpoint.

For users, though, not everything about 2011 will be good in the world of mobile tech. Expect improvements in network speed to be slow and unsatisfactory, and expect more advertisers to begin crowding the content you get on your mobile device as well.

Mobile Shakeup

Expect more choice and more tumult in the mobile space than ever before. For the first time, the smartphone market won't consist of BlackBerry and iPhone and everyone else.

Google Android-based phones and even Microsoft's Windows Phone 7will provide real competition for the market leaders from both a price and feature standpoint.

For users, though, not everything about 2011 will be good in the world of mobile tech. Expect improvements in network speed to be slow and unsatisfactory, and expect more advertisers to begin crowding the content you get on your mobile device as well.

Now Google Will Help You To Communicate With Locals

Google’s prototype language translator, Conversation Mode now lets you communicate with locals in any part of the world.

The translator uses Android phones to record spoken words and then play them back in a different language.

It combines the technology of Google Voice and Google Translate to translate over 50 languages via a speech interface on a smartphone, in comparison to some of the best competitors that can claim around twenty languages.

Like Google Translate, the program is designed to learn over time, reports Discovery News.

GoogleThe more translations you feed in, the better its learning capabilities.

Although Google hasn’t announced the date of release, the translator is expected to hit markets soon

How To Optimize Video For Better SERP Visibility?

More than 35 hours of video content is uploaded to YouTube every minute. This means 2,100 hours of video is uploaded every hour, or 50,400 hours of content is uploaded to YouTube every day.

"If we were to measure that in movie terms (assuming the average Hollywood film is around 120 minutes long), 35 hours a minute is the equivalent of over 176,000 full-length Hollywood releases every week." according to Hunter Walk, YouTube's Director of product management. "Another way to think about it is: if three of the major U.S. networks were broadcasting 24 hours a day, 7 days a week, 365 days a year for the last 60 years, they still wouldn't have broadcast as much content as is uploaded to YouTube every 30 days."

So, you will need to learn how to optimize your video for YouTube. Otherwise, the odds that a critical mass of viewers will discover it are slim to nil.

Choose Relevant Keywords

The first step in this process is to think about the words users would type into the YouTube search box to find your video. Choosing relevant keywords can help you get your video content in front of interested users.

You can use the YouTube keyword tool to get new keyword ideas. It gives you a couple of options. You can enter a few descriptive words or phrases, or you can type in a YouTube video's ID or watch page URL. Results can be tailored to more than 40 languages and more than 230 countries.

In addition, the YouTube keyword tool lets you choose the demographic you wish to target. This includes male or female, ages 13 to 65+, applicable countries, and 24 interests from animals to travel.

Although you can use these keywords for advertizing if you want, you don't need to. The YouTube keyword tool can be used to optimize your video for YouTube search, too.

Remember, users are searching for video content, so they're less likely to look for something to buy on YouTube than they are on a search engine. Users search for topics related to what entertains them, so choose your keywords accordingly:

* Names (celebrities)
* Titles (movies, shows)
* Quotes
* Actions/verbs
* Objects in the video (cars, etc.)
* Emotions (funny, hilarious)

When choosing your keywords, think about the trends in online video overall, plus trends on YouTube (hot topics, political awareness, celebrity gossip, and popular videos).

Optimize Your Video Title

The second step is to make sure that your titles, video descriptions and tags actually include your keywords. This will help your videos be discovered in YouTube search results and related videos.

Your video's title can be up to 100 characters long, including the spaces between words. This means your title can be up to 16 words long, depending on the number of characters in each word.
More Video Marketing

* Ad Networks, Content Networks, and the Economy of Syndicated Video
* How to Make Video Content Work For You
* Video: The Next Digital Marketing Frontier

Although you can think of your title as a headline, don't use puns or other word play in this important element of your video's metadata. As Steve Lohr of The New York Times once observed, "There are no algorithms for wit, irony, humor or stylish writing." So, your title should be straightforward enough to be indexed properly and should contain the keyword phrases most important to the message of your video.

If you want to include your brand name in the title, it should always go last. You brand name faces less competition, so put the keywords that face more competition at the beginning of the title, which appears to help in YouTube search ranking.

Your description should be as detailed as possible -- short of offering an entire transcript. It can be up to 5,000 characters, including spaces. This means your video's description can be up to 800 words long.

Include URLs with http:// to other videos, playlists, or your website in your description. This will turn the URLs into a hyperlink.

Optimize Your Tags

Finally, your tags should be as detailed as possible within the 120-character limit. They can include your brand, city, and topics. Consider using your current tags or another user's tags.

Will 2011 Will Be The Year OF Facebook?

A year ago, advertisers running ads on Facebook expressed the following results: low CPMs, atrocious click-through rates (CTRs), and virtually no conversion rates. This reminds me of the old quip, "But other than that, how was the play Mrs. Lincoln?"

Now, one year later, Facebook has reached the tipping point in the second half of 2010.

Impressive Facebook Advertising Results

We recently ran a campaign for our client (Intel) on paid search and on Facebook. The campaign was designed to drive visitors to a specific landing page designed specifically for the campaign.

The campaign was run in seven countries: Argentina, Indonesia, Malaysia, Mexico, Philippines, Thailand, and the U.S.

In the past, we would get low CTRs on decent, but not great impression counts. The CTR rates were "display like" -- in the .02 to .04 percent range -- compared to search results in the 2 to 5 percent range. Essentially, a two-order of magnitude difference.

Facebook would deliver more impressions, but not so much to overcome the CTRs and deliver noticeable, significant inventory.

With this recent campaign, we saw 100 times the impressions delivered on Facebook as we saw delivered through paid search on Google, Yahoo, and Bing during the campaign run. The CTRs were still a two-order of magnitude below the search CTRs -- essentially, for the same $1, the same number of clicks were delivered. We haven't seen this before.

Facebook is a Growing, Global Force

The key point, however, is that the inventory available on Facebook is huge, its global, and its growing. On a dollar-for-dollar basis, Facebook and Google are performing the same on this particular campaign.

However, when the budget was ramped up by 10 times, the statistics didn't degrade for Facebook in any way. For 10 times the spend, we delivered 10 times the results -- with no end in sight.

With Google performance often gated by the ability of a brand to build brand awareness and drive visitors to the search engine, Facebook seems to have accelerated growth in its inventory. Facebook is both the top of the funnel and the bottom.

And, it isn't just the U.S. As stated above, we saw results in seven countries. Facebook was consistently strong -- and, in fact, even stronger within APAC countries.

"We are seeing Facebook moving from a fan page to an effective advertising vehicle for promoting our campaigns and programs," according to Corey Carrillo, senior manager of paid search at Intel Corp., which has done several promotions and campaigns on Facebook -- and performance has been ramping up throughout the year. "We expect to be using Facebook as a consistent part of our overall media mix in the coming year."


Where Should the Budget Come From to Pay for Facebook Campaigns?

Up until now, social media investments remain small enough that they are usually financed through incremental media budgets and not really "taken" from any established media. In 2011, however, our clients are planning on major budget increases for Facebook advertising.

My estimates are that advertisers are planning to spend between 10 and 20 percent of their pay-per-click (PPC) budgets on Facebook next year. So if a firm has a $10 million PPC budget, they are planning on $1 million to $2 million for Facebook throughout 2011.

Note: This budget is not coming out of PPC. It's coming from display or offline budgets, or as an incremental override to the overall digital budget, specifically increasing the shift toward digital more aggressively.

Facebook Has Passed the Tipping Point

Search is still performing. Facebook is performing too -- better than display and comparable to search.

This isn't an indemnification of paid search. Rather, it's a recognition of the powerhouse that is Facebook, which is delivering truly big time inventory, at comparable pricing to PPC, and with display-like CTRs.

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