The Internet has come a long way since the days of chirping modems and painfully slow download speeds. The modern web is a multimedia marvel filled with audio, video, and interactive content. One of the most exciting trends is the explosive growth of online video. Billions of videos are watched everyday, and the technology to make high quality video content is accessible to anyone.

Since not everyone has the talent of Spielberg, or the budget of Pixar, here are some tips I’ve picked up while doing video projects for ArcStone:

1) Keep It Short & Sweet

Even if your video is well made and compelling viewers can only handle so much at a time. The sweet spot seams to be two minutes or less. Audience attention starts to wain after one minute, and sharply decrease after two. Keep the pacing quick and your script concise to help viewers make it to the end, and have enough attention left to visit your other videos or website.

YouTube has some great tools for measuring your videos effectiveness and audience attention.

2) Make It Your Own

Adding your company’s unique style and branding to your videos will help viewers make a connection between your video content and overall web presence. Also, take advantage of the customizing options many video sharing sites have. YouTube, for instance, offers a custom channel page that can help you brand and promote your videos.

With some tweaking you can make your YouTube page look much like your website.

3) Say Hello & Goodbye

Including intro and exit screens help frame up the video, and will benefit your marketing efforts if you include your logo, website address, phone numbers and other information. Having consistent intro screens will also create continuity between your videos.

4) Capture Every Detail

Now that HD (high definition) video technology has come down in price it’s worth filming, editing, and saving all your content in HD format. Many of the most popular video sharing sites are also making HD their preferred format. HD or not, upload the highest quality version of your video to sites like YouTube, as they will handle scaling down the quality for users with slower connections.

If you can produce videos in HD, viewers will enjoy more lifelike images and crisp, easily readable text.

5) Do Your Homework & Planning

Before embarking on your first video production check and see what else is out there. It should be easy to find a wealth of videos pertaining to your industry. Notice what you like and dislike about them, which ones keep your attention, and how well the audience has responded.

Usually the most costly aspect of producing video content is the actual shooting itself. You can minimize this cost, and end up with a better product, if you do the proper planning. Make sure the talent is well prepared, the location ready, and the shoot well thought out.

6) Have Some Fun

Online video is a great way to show your company’s personality, culture, and unique way of doing business. The most successful videos not only communicate key marketing messages, they also have a little fun doing it.

If you would like more information about how ArcStone can help you produce high quality web video check out our video production services page. To see some of our work visit ArcStone’s YouTube Channel.

Why was it such big news for SEO? Easy – Google Caffeine was going to revolutionize search by adding a live search component. Basically live search allows up to the minute announcements from Social Media sites, such as Twitter and Facebook, and news feeds. Interesting.

I started seeing live search results a few weeks ago. My first reaction was lukewarm as I was afraid that the organic search results would be diluted by a bunch of useless tweets. In fact, several industry experts speculated that adding the live search results would change the way people search.

How did they think it would change search? Consider this – A typical Google Search Engine Results Page (SERP) may contain all of these elements – sponsored listings, organic links, GoogleBase links, video links, news links and now social media links. That’s a pretty big page with lots of stuff on it!

What does this mean? Slowly, pages two and three may become more significant in search results. People will get used to clicking on “next results.” They will search deeper – similar to the way they search through images.

Fast Forward 3 Weeks

I noticed this when i was working on one of my new search engine optimization accounts – ICE-Qube.com. They make these fantastic emergency preparedness kits.

I was searching for “emergency survival kits” and this nice little image, description and link showed up from “My Social Circle” on the 1st page of Google. “My Social Circle” has the potential to turn search marketing upside down. Basically it could mean the more connected, the wider your social circle grows, the more we utilize social media – in this case Twitter – the more likely it is that we will be in Google’s 1st page of results. Wow, this is incredibly powerful stuff!!

ArcStone client Ice-Qube.com on 1st page of Google search.

If you weren’t on the social media bandwagon before, it’s time to rethink your strategy.

Incidentally, here comes my pitch – if you need help setting up a social media strategy, feel free to contact me. Yes, that’s a shameless plug.

I’ve been noticing a trend for larger projects that have been coming to us lately. A surprising number of long term clients as well as new customers want to formally partner and work together to build web applications. I’ve had several conversations turn to creating a joint venture LLC or a cooperative agreement early on. We regularly get 3-4 of these a year but in the last 6 months, I’ve had at least 8 joint venture opportunities of one kind or another pass my desk.

What does this kind of arrangement do?

For our clients a joint venture can:

1. Reduce financial risk by lowering up front development costs – ArcStone bears a proportionate amount of the expense.
2. Give the project a jump start – sometimes we can we inject proprietary software into the partnership.
3. Eliminate the need for our clients to hire any initial, dedicated technical employees.

Joint ventures benefit ArcStone by:

1. Providing an additional revenue stream and an avenue for discovering new consulting opportunities.
2. Enables us to harvest some of the potential upside as the application becomes more successful.
3. Allows us to exercise our entrepreneurial muscles (which is a ton of fun) – having started three other online spin-offs, AssociationsOnline, HOAWeb, and Wonderfile – we love the start-up!

Is this a sign of the times – are other web developers seeing this trend?

Season’s Greetings from all of us at ArcStone!

View our Holiday Card >

Contributor sites like Yelp, CitySearch & Google Maps / Local make it very easy for anyone on the web to write and publish a review about your business. You might be thinking, “That’s great! We really strive to provide great service, an awesome product (fill in the blank).”

But what about the dangerous cocktail of that one customer who received bad service, slipped through the cracks and likes to talk? You may provide great service 99.9% of the time but one negative review or comment can spread like a nasty virus. You’ve worked for months – even years to build your brand – don’t let one disgruntled person wipe it all away.

Fortunately my client’s online reputation was all very positive but one of their main competitors had numerous scathing, negative reviews and comments that I would guess they know nothing about.

Monitor what people are saying about you

First of all, in order to take action against negative comments about your business you need to know that they exist. If you don’t know they’re out there how can you possibly respond quickly and effectively?

Is the buzz about your business good or bad?

Tools to help you manage your reputation online

One free tool that I like is WhosTalkin. This site lets you search social media conversations. Their search and sorting algorithm uses data from over 60 social media websites like Twitter and WordPress.

WhosTalkin for Reputation Management

Another essential tool for managing your online reputation is Google Alerts.

Google Alerts is an extremely useful tool when you want to know what both consumers and the press are saying about a brand, company, issue or event, or, if you want to know how the public feels about something.

Setting up Alerts is easy. Simply go to Google News and click on the ‘Alerts’ button in the left hand column, choose the word or phrase you wish to monitor, what kind of alerts you want and how often. You can edit and add new ones whenever you like but remember to use quotations to designate an “exact search” if you are monitoring a phrase rather than a single word or you’ll get a lot of irrelevant results.

Google Alerts for Managing Your Reputation Online

Google Alerts can be useful to track the evolution of a news story such as the H1-N1 virus or follow an industry trend. I use it to track SEO trends and product news. It can also be very useful to track the competition and as a reputation management tool. For example, if a disgruntled employee bashes your business on a blog site you will be notified and you can take action.

What should you do if you find a bad review?

Find out who wrote the comment. Who are they? Who do they work for? Is it a competitor? Try to determine what their comment will mean for your business? Is the comment posted on a well-respected, heavily trafficked site? What is their audience reach?

Determine whether the comment is factually incorrect. If it is, request removal or retraction of the comment. Offer to keep the person who wrote the comment up to date on your business via email. If you receive no response leave a comment in your defense at the site. Keep in mind that this should be your last resort. You really want the comment removed.

What if the comment is negative but true?

Try to share your side of the story. Were there extenuating circumstances that kept your business from performing well that day? Note – Don’t make excuses. Show how you are resolving the issue. Did you make an additional hire to help assist customers? Did you change a policy or procedure? Indicate that you are willing to take additional questions or comments via email. Doing so will make the public conversation private.

What can positive review do for you?

Other than giving you a nice stroke and ego boost, a positive comment can have a positive effect in your local search rankings. Local search rankings are influenced by the number of reviews and citations the business has. Citations are “mentions” of your website (may not have a link).

How can you get more positive reviews?

Writing a review for your business may not be on the top of your customer’s list. Let’s face it – It’s a pain. Make it as easy as possible for them to give you good feedback. At ArcStone we use RRR (Ratings, Reviews & Recommendations) pages to help facilitate gathering reviews. The RRR page provides links to the local search sites and explains the process.

Good luck managing your online reputation! Remember if it’s too daunting or you’re just too busy doing what you do – reputation management is a service we specialize in at ArcStone Technologies. Please contact me at lisa@arcstone.com if you’d like details on our SEO & Search Marketing Services.

Mmmmm, Firefox cake…

We would like to wish the folks of Mozilla a happy Firefox birthday because it has been a favorite platform for us to make our award-winning websites. Here is to the next 5 years and beyond… Cheers!

Firefox, currently at version 3.5, is a free web browser that can be downloaded at http://www.firefox.com.

That’s our world.

We Love A Good Challenge

Our latest project coincided with the kick-off of Minnesota hockey season. Atomic School came to us with a unique challenge: They needed an e-commerce website that would allow the parents of Minnetonka, MN hockey players to easily order clothing and accessories. But there was a catch.

There were over 730 youth hockey players in Minnetonka. Each player’s team needed to have its own “store,” meaning its own personalized URL, as well as a simple checkout that ensured their orders were sent to the right places. Timing was tight. Hockey season was only weeks out.

But Minnetonka loves its hockey and we will always love working on web apps, so it was the perfect storm.

Unique Problem? No Problem.

Using Magento, a popular open-source e-commerce platform, we did some intensive customization to to allow the Atomic School staff to setup multiple “stores” with the click of a button.

We were able to improve upon the base Magento functionality, in this case to speed up the setup process. A member of the Atomic School staff uploads the entire inventory to Magento exactly once. They then enter the URLs and shipping details for each team.

Now it takes a customer less than three minutes from start to finish to order a Bauer Team Jacket. That’s the magic touch.

What’s Your Idea?

We love new and fresh ideas and Magento is just one of the many tools that we have at our disposal. And yes, we still offer one of the best guppy consulting services in the Western Hemisphere. What’s your idea? It would be great to hear from you.

VitalWear, makers of the VitalWrap thermal compression medical
device, are number 138 on Inc Magazine’s list of the top 500 fastest growing companies in America. With tens of millions of American’s suffering from chronic pain, it’s no surprise to see VitalWear’s sales explode over the last year.

VitalWear’s Unique Approach
The revolutionary VitalWrap system provides both compression and heat to provide natural relief of chronic pain, quicken injury recovery, provide relief to arthritis sufferers and soothe other medical ailments.

The VitalWrap system is much more than a simple cooling or heat therapy wrap. It combines extended periods of heating and cooling with compression. The system is very simple to use, extremely durable, and is specifically designed to fit different body areas.

Support For Growth
ArcStone has been able to help VitalWear grow by providing web design services and the powerful Wonderfile document management system that powers VitalWear’s downloads area. Recently, ArcStone designed VitalWear’s store using the popular open-source, e-commerce platform, Magento, so that customers can order products online.

See the Inc. profile on VitalWear here and visit VitalWear.com for more information on their innovative pain management solutions.

It’s a familiar situation for most nine-to-fivers: you have a huge file, multiple people need it, none of which are in the same location, the companies shared server is impossible to navigate and large email attachments get blocked by the firewall.

Welcome To The Big File Dilemma
In today’s world of data-overload, it’s easy to accumulate a collection of impossibly large files. Databases, video, image and audio files can be hundreds of megabytes. Working with large files locally poses no challenge as hard drives have gotten larger and cheaper. The issues of file size rears it’s ugly head once those files need to leave your computer.

A Connected Solution For A Connected World
Traditionally, large files were shuttled from worker to worked VIA removable media. While this is convenient for short trips and temporary storage, shipping media across the world becomes expensive, and the storage media itself is prone to failures. Most people have suffered through the tragedy of a cracked CD or unreadable thumb drive.

If only there was a way to easily, securely, and cheaply share large files over the Internet (foreshadowing).

Wonderfile To The Rescue
With Wonderfile sharing large files is a snap. Wonderfile’s advanced uploader allows you to select several files of any type and size, set permissions, and see the uploaded progress for each file.

The best part about Wonderfile is you can start using it for free with no credit card or contract needed. Sign up today and see how easy it is to share large files with Wonderfile.

My Local Movers, an on-line directory of preferred local movers, came to ArcStone for a design refresh. What they left with was a striking, professional new design, quality content, and a complete SEO strategy that puts their new site to work garnering more customers.

A Professional Design To Match
My Local Movers specializes in partnering with pre-screened professional movers that operate in a handful of local markets. ArcStone created a design that mirrored the professionalism of their movers, and made distinct local market pages with high quality photos and market specific resources.

Designed For Humans Searches & Search Engines
A critical aspect of the redesign was making the site easier for people AND search engines to navigate. Having a market specific home page, and quote request pages for each local mover market, helps My Local Movers market to specific regions and allows users to quickly navigate to the information pertaining to their move.

For instance, Houston area users can visit /houston/moving-quote to get multiple moving quotes from Houston local movers.

Real Results
At ArcStone we don’t just strive to produce top quality work, we like to see it working for our clients. After the new My Local Movers site launched we carefully studied traffic statistics and leveraged Google analytics to help gauge the redesign’s success. In a few weeks it became clear that our strategy was paying off.

Visit www.mylocalmovers.com to see our work and get multiple moving quotes for your local market. MyLocalMovers.com initially launched in eight markets – Minneapolis/St. Paul; Chicago; Houston; Dallas; Fort Worth; Austin, TX; Milwaukee and Kenosha/Racine, WI. Visit ArcStone’s products & services page to see our capabilities or check out our SEO services page for more information about search engine marketing.