Tag: 南京kb论坛

SA sells anti-crime war to Europe

first_imgRowan Philp and Julian RademeyerThe South African government has launched an aggressive campaign to change the world’s perception that the country is losing the war against crime.The campaign kicked off with Safety and Security Minister Charles Nqakula undertaking an unprecedented trip to Britain last week to reassure jittery foreign investors that South Africa is serious about tackling crime.The visit – the first by a South African police minister – was widely hailed as a success by British investment companies. Nqakula is considering similar trips to Italy and Austria.The charm offensive also included an address to expatriate South Africans, during which Nqakula uncharacteristically acknowledged that many had left because of personal experience of violent crime.“I empathise with them,” he said. “It is clear that they have not just run away, but want to make a contribution to South Africa … They are saying that they are still available as South Africans.”His comments were in contrast to his controversial assertion earlier this year that people who “whinged” about crime should leave the country.Addressing more than two dozen investment firms, which included powerhouses such as Merrill Lynch and JP Morgan, in London, Nqakula said South Africa had a plan to tackle crime.The 20% of violent crime that made headlines – mostly daylight robberies and attacks on the “upper classes” – was being targeted with new manpower and technology, he said.Admitting that “we can’t have [peace and stability] with the current levels of crime”, Nqakula told investors that:There had been a change in management at 101 underperforming police stations in violent-crime hot spots since August last year, while a further 239 under-performing station commissioners and 317 station commanders had been replaced;15 000 new police reservists would soon increase the reserve strength to 100 000 as the core of a community policing programme; andThe police budget would increase to more than R43-billion by 2010, with the police force having 193 000 employees.Nqakula was told by one investment firm that success in dealing with crime would see South Africa rewarded with “billions” of investment dollars. A consultant also predicted that “tens of thousands” of skilled expatriates would return to South Africa.The visit by Nqakula – who was said to have been subjected to a “grilling” by the investors – was welcomed by Lord Robin Renwick, vice-chairman for investment at JP Morgan, who said it represented an “important” coup for future investment.“Usually, you have foreign ministers and finance ministers coming across and appealing for confidence in government policies, so to have an interior minister, responsible for security, speaking directly to fund managers on the issue is very rare, very smart and very welcome,” said Renwick.“What was clearly evident was that the government understands that crime is of major concern to investors, and that they are tackling the problem as an absolute priority.”Renwick said much-publicised murders, such as that of the renowned historian David Rattray, had been damaging for South Africa’s image and investment prospects.“The minister’s plan made sense; he made a very good impression.”Other investment bankers told the Sunday Times that Nqakula had salvaged confidence after a year of headline-grabbing murders.President Thabo Mbeki also addressed crime in a Freedom Day speech last week, urging all South Africans to fight it and corruption.“There is a minority in our country who have made crime their business, who terrorise our communities, robbing our people … raping women and children … using unimaginable violence on law-abiding citizens of our country,” Mbeki said at Bhisho Stadium in the Eastern Cape.He called on all South Africans “to join community police forums, to create street and area committees so that together we can effectively fight crime”.Lord Anthony St John, who hosted the Merrill Lynch meeting, told the Sunday Times that Nqakula’s plan to target “headline crimes” represented a “key emphasis” in his message.Leslie Xingwa, advisor to Nqakula said the response of investors was considered to have been “generally positive”. The meeting with the expatriates was the “most positive” of all.Brian Hosking, chairman of the South African Business Club in London, who attended the briefing, agreed, saying Nqakula had presented a “convincing crime plan” and had “put to rest any thoughts that he was in any way anti-white or anti-expat”.“The background against which he came over here was, of course, those remarks [that crime whingers should leave] and the impression that crime was not being taken seriously enough,” said Hosking. “But a number of [expats] were listening to see if this was really his line, and it clearly wasn’t.“Look, the proof will be in the pudding, but he came across as a credible minister with a clear sense of what needs to be done.”This article was first published in the Sunday Times, 29 April 2007. Republished here with kind permission.last_img read more

Pistorius trial: open justice or trial by media?

first_imgWill South Africa’s justice system benefit from the 24-hour coverage given to the Oscar Pistorius trial?. (Image: Media Club South Africa) • A media guide to the Oscar Pistorius trial • The media and open justice • Paralympic heroes back in South Africa • South Africa‘s justice system goes hi-tech • Crime in South Africa Sulaiman PhilipJudge Thokozile Masipa’s courtroom is no different to the others in the North Gauteng high court, with dark wood panelling making it august and almost claustrophobic. Hard wooden benches can, at a pinch, hold 50 people, far too few seats to accommodate the probing hordes of media who’ve descended on the courthouse, and the country, for the trial of Oscar Pistorius, charged with the murder of Reeva Steenkamp.In the scrum of global interest in the case, South African media houses Eyewitness News and Multichoice applied for permission to broadcast the trial live. On Tuesday 25 February Gauteng judge president Dunstan Mlambo ruled that all trial audio, and selected video, could be broadcast on radio, TV and online. A blanket ban on media coverage, he said, would be a case of the bench abandoning the “noble principles of open justice”. “Court proceedings are in fact public, and this objective must be recognised.”Multichoice’s DSTV 24-hour pop-up channel dedicated to the trial will be broadcast for the duration. Along with the live stream from the courtroom, it will air 78 documentaries as well as analysis from a team of 150 experts.George Mazarakis, the new channel’s executive producer, explained. “Clearly we are not going to simply sit there and do salacious reporting. That’s not what we do. Our aim is to inform and educate our viewers. So it’s an opportunity for us to unpack those things in intelligent and a responsible manner, and at the same time to make it compelling television. Which is what we hope we achieve as a matter of course.”Watch: Gauteng judge president Dunstan Mlambo’s ruling on trial coverage‘International precedent’Many South African media commentators have called Mlambo’s decision ground-breaking, bringing the country in line with other democracies. But others have a more nuanced view.Professor Anton Harber, director of the Journalism and Media Studies Programme at Wits University, agrees that Mlambo’s ruling brings South Africa closer to the international trend toward more open justice. More importantly, 20 years into democracy, it reinforces the strength of the country’s institutions.“It shows a maturity and self-confidence that we can open our justice system up like this,” Harber says. “I think it is an excellent sign of the implementation of the principle of transparency embedded in our constitution. And the judge gave a powerful, carefully considered and well-argued judgement that I suspect will stand as an international precedent.”In his ruling, Mlambo said he hoped it would dispel the perception that the South African justice system was easier on the rich than on the poor. But Harber, in his regular Thursday op-ed piece in Business Day newspaper, argued that the media circus around the Pistorius trial may reinforce rather than dispel the notion. “In fact, they will see the very opposite: they will see rich people’s justice. They will see how money allows you to have teams of the most skilled people to trip up the prosecution, and of media people to watch your back. You will see the courts on their best behaviour under the scrutiny of the world. This is not how most South Africans experience the justice system.”Dario Milo, a media and constitutional lawyer, argues that Pistorius’s ability to finance the best defence is a testament to the fairness of the South African system. “Oscar has right to a fair trial and the right in law to brief whomever he wishes to. Legal systems around the world have access-to-justice hurdles for the poor. The question of beefing up state support for poor litigants is one that rests solely with the state.”If local TV channels are anything to go by, South Africans love courtroom dramas. But most of this programming has made them more familiar with the American legal system than their own.Harber has argued the Pistorius trial could play a vital role in educating the masses, by providing an accurate view of what goes on in a South African courtroom. “This trial is entertainment, but if a 24-hour channel dedicated to the legal system is a result, we all win.”Countering the Twitter effect Pistorius’ bail hearing a year ago was the South African equivalent of OJ Simpson’s infamous highway chase two decades ago. In the Pistorius case it was Twitter rather than TV helicopters that made the audience eyewitnesses to proceedings. The immediacy of the journalist’s tweets pre-empted scheduled radio and TV news schedules.Chris Roper, editor in chief of the Mail & Guardian Online, argued recently that the trial has reinforced a perception of South Africa as a tabloid nation. “Traditional media outlets rushed to publication with facts that were at best misinformed and sometimes just plain wrong. Social media reputations were forged by a stream of unverified opinion and journalists became judged on how close they were to real-time events rather than veracity of information, on the speed of publishing rather than caution.”Mlambo expressed reservations about this trend in his ruling. “The so-called trial by media inclinations cannot be in the interest of justice as required in this matter and have the potential to seriously undermine the court proceedings that will soon start.”Harber is also concerned about the impact of Twitter on trial coverage. “Instead of having journalists explain the complicated flow of a court case, there will be instant reaction to everything said: untested allegations, disputed evidence and dodgy witnesses.”Pistorius, his legal and public relations team have embraced social media. This is after hard lessons learned about the power of platforms such as Twitter in shaping perceptions. The news agency that broke the story of the murder in the early hours of Valentine’s Day in 2013 did so on Twitter.Anger over Pretorius’s reported nights out in Pretoria and holidays in Mozambique crystallised on social platforms. The biggest misstep was a perhaps a statement released on his personal website and Twitter to his 302 000 followers, calling the death of Reeva Steenkamp “a tragic accident” – an assertion whose truthfulness only the trial will decide. A new Twitter account @OscarHardTruth is an attempt to balance, and guide, the conversation.Legal ethics and social mediaBut media lawyer Milo believes the role of social media is being overstated. “Judges are trained to consider only the facts presented as evidence. However, a sustained campaign of negative reporting against Pistorius, for example, could undermine the administration of justice.” As lawyers on both sides are bound by legal ethics, he argues, it is unlikely that either side would be party to the media circus around the trial.A study by the University College of London on the effect of media of trials threw up an interesting finding: media coverage swayed juries, but had no influence on judges. Juries are not used in the South African justice system. The Pretorius case will be tried by a high court judge, advised by two assessors.last_img read more

Solar Decathlon 2011: Team Florida’s FLeX House

first_imgThere are two kinds of summers in Florida: hot and humid, and really hot and humid. Team Florida has prepared for both with FLeX House, its entry for the 2011 Solar Decathlon. But the team also is attempting to address issues that go well beyond the state’s seasonal plunge into tropical weather.Population growth in Florida over the next 15 years is expected to severely burden its water supply and increase the need to control pollution and better manage land use. Team Florida – a collaboration of students and faculty at the University of South Florida, Florida State University, the University of Central Florida, and the University of Florida – says it has designed FLeX House as a model for low-cost, low-impact housing that operates at net zero energy while it honors the architectural vernacular of the Florida peninsula and panhandle.FLeX, which stands for Florida Zero Energy Prototype, naturally places a high priority on making efficient use of the state’s often-abundant sunshine, in this case through a photovoltaic array and solar hot water collectors mounted on the home’s flat roof. The exterior walls, floor, and roof are built with stick framing in some sections and structural insulated panels in others. (We’re awaiting word from the team on the insulation values and performance goals for the house.) Follow Team Florida if (WIDGETBOX) WIDGETBOX.renderWidget(‘bc98aae0-8e17-4245-8a17-648637e681bf’); Get the Introducing Flex House » Follow our Progress widget and many other great free widgets at Widgetbox! Not seeing a widget? (More info)Control the climateLike several Decathlon entries, FLeX House features movable elements – including a Murphy bed and gliding partitions – and loft-like sleeping quarters for children or guests that make it easy to reconfigure the interior for both comfort and for localized cooling and heating.The job of managing Florida’s humidity, meanwhile, will fall mainly to an interior desiccant waterfall – essentially a vertically mounted rectangular enclosure through which interior air and a water-absorbing calcium chloride solution are pumped to dry out the air. Once it becomes saturated with water, the calcium chloride solution flows to a separate reservoir where the water is boiled off using heat from the solar thermal system, and the “dried out” calcium chloride solution is then returned to the desiccant waterfall.In late September, when Decathlon takes place and the climate in Washington, D.C., still retains characteristics of the city’s swealtering summer, there should be plenty of humidity to extract. Of course, the desiccant system won’t be challenged in D.C. quite like it will be in Florida in July. MORE INFORMATIONTeam Florida Web pageDOE Web page for Team FloridaTeam Florida Facebook pageGBA Resource Guide for 2011 Solar Decathlon Catering to young homeownersClad in corrugated metal, the exterior walls also feature a lot of window space – sliding glass doors on the north side and large windows on the south side. The walls are clad in corrugated metal, and much of exterior is shaded by louvers made from locally grown cypress. The north side of the house features a deck area that connects to a garden landscape, while the south side, which includes the main entrance, is more heavily shielded by the louver canopy.The main structure is long, rectangular, and designed to fit neatly on a single truck flatbed for transport. Once the building is onsite, entry and bedroom modules deploy from the main body, and the louvers, photovoltaic array, solar thermal collectors, decking, and other exterior fixtures are then installed.Team Florida is drawing extensively from research into PV materials and performance conducted by the University of Central Florida’s Florida Solar Energy Center, a team leader in the Department of Energy’s Building America program. In keeping with its goal to make the project competitive in the Decathlon’s affordability contest and affordable to young couples with moderate incomes, Team Florida aims to install just enough PV panels and solar thermal collectors to power the building’s heat pump, provide hot water, and cover electricity consumption by kitchen appliances, lighting, and other devices.last_img read more

Match moments in India vs Australia World Cup quarter-final tie

first_imgWithout doubt it was Yuvraj Singh’s impressive batting performance that turned the match around for India after they had lost skipper Mahendra Singh on 187/5 during their World Cup quarter-final match against Australia on Thursday.Yuvraj (57 not out) along with Suresh Raina (34 not out) put an unbeaten 74 runs for the sixth wicket to help India win.Earlier while bowling, he returned with figures of 10-0-44-2 to once again stamp his class in the match with a Man-of-the-Match award.This was his fourth MoM award in the World Cup.last_img read more

MIT/Sloan Executive Education

first_img Entrepreneur Development Program Originally published Mar 18, 2007 2:10:00 PM, updated March 21 2013 is relatively impressive. I had no idea all that good stuff was going on right in my back yard. It looks like Sloan could do a better job of marketing these programs. , a weeklong program at MIT, and got a sense from the participants that the program was a very good use of time. I was particularly impressed to hear that they had some of Sloan’s top professors involved with the course, including Duncan Simester (a marketing guru) and Ed Roberts (an innovation guru). If any of you are interested in this type of thing, I would encourage you to check it out. The entire list ofcenter_img I lectured on web2.0 in the — Brian Halligan. classes Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

10 Social Media Cartoons Guaranteed to Make You Smile

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Social Media Marketing Topics: Originally published Aug 31, 2011 11:01:00 AM, updated February 01 2017 It’s Wednesday, or Hump Day, as some call it. You’re just about halfway through the workweek at this point. How about an extra little push? No, we’re not talking about a second — or third — cup of coffee. What about some funnies?Over the past few years, we’ve published 45 marketing cartoons. To be honest, it’s actually one of our favorite types of content to publish. After all, cartoons are…well…fun! So to help you cut back on your caffeine intake today, give you a few little chuckles, and offer you some social media marketing knowledge along the way, here are our top 10 marketing cartoons.1. Making Friends in Social Media2. New Facebook Terms Allow Confiscating Furniture 3. Twitterhea: The Unstoppable Urge to Tweet4. Social Media Marketing Madness5. Twitter in Real Life: The Follow-Back6. Digg in Real Life: The Bury Brigade7. Facebook in Real Life: Throwing Sheep8. Big Morning in Social Media9. Google+ vs. Facebook10. Retweeting in Real LifeWhat other social media or marketing cartoons have tickled your funny bone? Which of our top 10 is your personal favorite?last_img read more

Understanding How Your Marketing Analytics Gives Credit for Conversions

first_img Originally published Apr 19, 2012 4:30:00 PM, updated July 28 2017 When chatting with marketers, one of the most common questions we hear at HubSpot is regarding “first touch” versus “last touch” attribution in marketing analytics . First touch, last touch, and assist reports are all different ways to attribute conversions on your website, and each of these attribution methods will tell you something different and important about the effectiveness of your marketing and the behavior of your visitors.The following guide will help you understand the difference between “last touch,” “first touch,” and “assists” attribution, as well as give you a sense of the primary use-cases for each approach. As a wise man once said, you should always give credit where credit is due! What Are ‘Attributions’ in Marketing Analytics? Before we begin, first a definition …’Attribution’ is a way of understanding which marketing channels or campaigns contributed to a conversion on your website. In HubSpot software , for example, you’ll notice that our Marketing Analytics tools report on the number of leads and customers generated through various marketing efforts — that information is what you’d call an attribution. But because a lead’s or customer’s lifecycle with your company is made up of a number of different interactions, there are multiple ways to report on attribution. Understanding how attribution works will help you understand which of your marketing efforts are actually generating results.Now that we’ve gotten that out of the way, let’s discuss the different attribution methods that can be used in your marketing analytics. Last Touch Attribution Most analytics packages, including Google Analytics, use  last touch attribution as their main method of reporting. Last touch data shows you the most recent interactions and conversions your leads had on your website before they converted. When It’s Useful As its name suggests, last touch reporting is useful in determining what happened right before your leads converted. If we were presenting last touch data for a given soccer game, for example, it would attribute the winning goal to whoever kicked the ball into the net. Last touch analytics, therefore, is often a good measure of the effectiveness of different landing pages , email campaigns, or other efforts that tend to lead to a direct conversion. What it doesn’t tell you, however, is anything else that led up to that conversion. So, if we were to extend that same soccer analogy, it wouldn’t give credit to the defender who made that great forward pass that made the goal possible.  HubSpot’s Landing Page Analytics report (pictured below), for instance, uses last touch attribution to help marketers evaluate which landing pages were most effective at generating leads and customers. Looking at first touch attribution for the two customers who converted on the Introduction to Business Blogging ebook offer, however, would show marketers an entirely different view.  First Touch Attribution First touch attribution answers the question, “How did this lead or customer originally find you?” What brought him or her across your digital doorstep for the very first time? In HubSpot software, for example, first touch attribution is used in the Sources report , which shows marketers a breakdown of which channels brought in leads and customers in a given time frame. (Note: Google Analytics doesn’t have a report for first touch attribution out-of-the-box, but if you are tech-savvy,  Will Critchlow of Distilled put together some helpful instructions on how to use a .js code to adapt Google Analytics to show first touch attribution.) When It’s Useful First touch attribution is useful for evaluating the effectiveness of different channels at generating website visitors and leads. Often, first touch reveals valuable, closed-loop ROI information for channels that are traditionally difficult to measure, like social media or search. Below, you can see that organic search brought us at HubSpot more than 1,400 leads and one customer since the beginning of the month. That one customer may not have purchased our software the very first time he or she visited us through search, but it was search that brought the customer in originally, so through first touch attribution, search is credited with bringing in that customer.  Assists Attribution If first touch attribution shows you how a lead originally came across your website, and last touch attribution shows you the final interaction that triggered a conversion, I bet you can guess what assists attribution reveals. Marketers use assists reporting to identify the pages that were viewed throughout the lifecycle of people who ended up converting. ( Note: Different analytics platforms handle assists reporting in different ways. Google’s multi-channel funnels detail assisting interactions in the 30 days prior to a conversion. HubSpot’s Conversion Assists version , pictured below, shows you the web pages, blog articles, and landing pages that were most commonly viewed by people who ended up converting as leads or customers.) When It’s Useful Just because a page wasn’t the first page people saw or the final page they viewed before converting or buying, doesn’t mean it was insignificant in their decision-making process. Assists reports can help you identify and optimize influential pages on your site, and we’ve actually written an in-depth article about how assist reports can help marketers do this.Ultimately, you’ll want to use an assist report for insight into the middle of your marketing funnel. For example, Olympia Steel Buildings , a HubSpot customer, used assists data to find that a photo gallery of its pre-engineered steel buildings was influential to a sizeable number of people who ended up converting into leads. Armed with that information, Olympia Steel made that gallery easier to find by integrating it into their homepage navigation and including it in their lead nurturing emails. Below is another example of HubSpot’s own Conversion Assists report and some valuable information our own marketing team could glean from assists data: Which Attribution Method Does Your Marketing Analytics Software Use? Because you can slice marketing data a number of different ways, it can sometimes be difficult to understand exactly what you’re measuring. The best approach to marketing analytics is to start with a question. Determine what it is you want to know, and then find the attribution method and analytics report that will get you the closest to the answer.If you’re not sure how your marketing analytics service provider handles attribution, make it your prerogative to find out. As you witnessed in this post, HubSpot’s analytics tools leverage different attribution reporting methods depending on the goals of its various reports. Your analytics package might do things differently. Either way, it behooves you to know how your analytics is reporting attribution so you can fully and completely understand the data you’re gathering from your marketing efforts. Image Credit: A6U571N Topics: Marketing Analytics Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Are People Stealing Your Content? How (and When) to Fight Back [SlideShare]

first_img Topics: Originally published May 21, 2013 9:00:00 AM, updated July 28 2017 If you’re drinking the inbound marketing Kool-Aid and regularly publishing content online, there’s a good chance you may have experienced content theft at one point or another. Many of us are all too familiar with the feelings that follow the discovery of content thievery: your stomach drops, quickly followed by thoughts of “Why me?” Then the anger sets in.You’ve spent hours (or even days) creating content you think your buyer personas would love, only to have someone else reap the benefits on their own site? Not cool. At your core, it feels very wrong to have someone benefit from your creativity and hard work.To help combat the internet thieves of the world, you’ve got to be prepared. You need to know how to find out whether your content has been stolen, have a good understanding of the laws, and determine if it’s worth your time to pursue — and that’s only the beginning. Then, you have to know which steps to take to get the thief to remove your content removed, and how to prevent it from getting stolen again in the future.This definitely isn’t something you want to deal with every day. After all, you signed up to be a marketer — not the content police. To help, this post will show you how to evaluate your particular stolen content situation and craft a plan to fight back (or not). If you’re looking for a quick overview of the process, check out our SlideShare below: Are People Stealing Your Content? How (and When) to Fight Back from HubSpot All-in-one Marketing SoftwareUse Technology to Your Advantage: How Do You Know When Someone Steals Your Content?First things first: You’ve got to discover that your content has been taken without your explicit permission and determine whether it violates the fair use copyright clause (more on that later). With the ever-expanding number of websites in the world, tracking down stolen content isn’t always easy. Here are a couple ways to find it:Copyscape: Simply plug your page’s URL into the search box, and voila! Copyscape locates where your content appears elsewhere online. In the free version, you can only see the top 10 results. If you want a more robust report, you can sign up for the paid version. There are also many other tools that can help you find and address stolen content, including HubSpot customer Searchlight.Referral Traffic: Dive into your marketing analytics to see which sites are sending you traffic. See traffic spike from a specific source, or just a source you don’t recognize? Take a peek to see if your content appears there.Pingbacks: Depending on your content management system, you may have the ability to be notified whenever a site links back to a post. If someone straight up copies your content and pastes it on his or her site, this is a really easy way to be notified — no analytics necessary. Google Alerts, Topsy, and HubSpot Social Inbox: Whichever tool you prefer, you can set up alerts to ping you when someone mentions your content online. Keep in mind that you’ll need to use a combination to stay on top of your content across the web: While Google Alerts used to be the be-all-end-all for marketers looking to monitor their brand or content online, it’s recently been returning fewer and fewer results. To make sure you’re covering all your bases, you can use Google Alerts to pull information from websites and blogs, Topsy to monitor Google+ and Twitter conversations, and HubSpot Social Inbox to see who from your Contact Lists is mentioning your brand or keywords on Twitter. (Bonus Tip: Some companies track a specific phrase at the bottom of each piece of published content, which can be more effective than trying to monitor a different phrase for each piece of content they produce.)Manual Searches: You also have the option of manually searching for your content. For written content, search for a long-tail phrase — whether it be the specific one you include at the bottom of every post or just an excerpt from the body text — to find your content more quickly. For visual content, use Google’s image search. This is definitely the most time-intensive option, but it’s the most effective way to aggressively defend your content.After you’ve used these methods to find out whether your content was stolen, you’re not ready to start reaching out to the thieving site owner just yet. Before you start sending scathing emails to content stealers and reporting them to Google, you need to make sure you have a full understanding of the situation. In fact, sometimes people can legally re-use portions of your content. So before springing into action, let’s take a second to identify if the other person is allowed to use your content in the first place.Evaluate the Situation: Has Your Content Really Been Stolen?Even if you’ve discovered a website or blog that’s featuring your content, it may not necessarily be copyright infringement. As soon as you publish original content online (whether visual or text), it is protected under copyright law — no copyright symbol needed. This means that others can’t republish or repurpose your content without your explicit permission, unless they follow the rules under the fair use clause of the copyright law.Basically, the fair use clause says that people have limited rights to use your original content as long as the use of your content is deemed “fair” — a somewhat nebulous term that has been defined by courts over time in real world scenarios such as quotation of short passages in a scholarly or technical work, use of a work for commentary or criticism of the work, use in a parody, summary of an article with brief quotations in a news report, and reproduction by a student or teacher for purposes of teaching.But where do you draw the line between fair use and infringement? Unfortunately, there’s not a clear cut definition of what exactly fair use is and what it isn’t. The government says, “The distinction between what is fair use and what is infringement in a particular case will not always be clear or easily defined. There is no specific number of words, lines, or notes that may safely be taken without permission. Acknowledging the source of the copyrighted material does not substitute for obtaining permission.” Defining fair use is beyond the scope of this post, but if you’d like to dive into the nitty-gritty of copyright law, start with this great overview of fair use on the SEOmoz blog and this post from Plagiarism Today about the different types of copyright infringement.So where does that leave you? As a marketer, you want to make sure you’re not stealing other people’s content, and you also want to protect the content that is rightfully yours. One thing that isn’t likely protected under fair use is a mirror copy of significant portions of your content used for commercial purposes. If you’re finding full-text copies of your content published on other websites without your permission — even if they attribute the content to you — you’ve got a good basis under copyright law to contact them and claim your rights to exclusive use. It might get tricky if you find that websites are only using a portion of your content with a link back to the original source (this could potentially fall under “fair use”), so it would be best to consult with your company’s lawyer before reaching out to them.Ultimately, there is often a gray line between fair use and copyright infringement, but the takeaway here is to always examine if something could be considered fair use before charging ahead with copyright infringement complaints.Getting Your Content Removed: Is it Worth the Fight?So you’ve found out someone is stealing your work and have determined that it doesn’t fall under “fair use” … what’s next? Before you start down the potentially long path of trying to get your content removed, you should determine whether it’s really worth the fight in the first place. Although stolen content may feel like a black and white issue, there are often nuances to the situation that shouldn’t be ignored.Let me tell you a story to give you an idea of just how complicated it can get. In a previous job, I found out that a customer of ours was copying blog posts I wrote and pasting them, word-for-word, on her company’s blog. These were 1,000-1,500 word posts … not some chump change content. As much as I wanted to freak out at the content stealer, it wouldn’t have been the smartest course of action — we had a great relationship with the customer already, and I didn’t want to lose business over a few blog posts. In the end, I ended up sending her a nice email explaining the issue, and she removed the content within the hour. By evaluating the situation before starting an internet flame war, I was able to save the relationship with our customer … and protect our content.Another situation you could run into is a website or company more popular than your own stealing your content. Ask yourself, “Will the stolen content boost traffic to my website or give us more brand exposure?” If you’re getting a ton of traffic from a site or you think the content thief could legitimately give you more reach than your current network alone, you might consider leaving it be. Although the chance of the other website’s visitors clicking through to your website can be slim, the website could end up referring more traffic to your site, driving leads down your funnel, and maybe even bring in some customers. Ultimately, you should always consider who is stealing your content and how much traffic they’re sending you before making a decision to reach out. If you have a prior relationship with them, they are sending you page views and leads, or they’re giving you exposure to an audience you want, it might not be strategic to cause a ruckus over the stolen content as long as they’re attributing and linking back to you.You Want to Fight the Fight: What Are the Next Steps?If you’ve decided you actually want to move forward with the fight to have your content removed, there are certain steps you should take to avoid wasting your time and effort.1) Screenshot. Screenshot. Screenshot.Should I say it again? It’s really that important. Grab a screenshot of the offending content right off the bat. That way you have proof when you reach out. Be sure to get a full page (or at least a picture of all the content that has been stolen) and the site URL so others could potentially find the website if needed at a later date.You have tools to do this built right into your operating system (Print Screen on Windows, or Command + Shift + 3 on a Mac), but if you want to be able to annotate and crop within your browser, try Awesome Screenshot for Chrome or Fireshot for Firefox.2) Email the offender directly.Think back to kindergarten for this one — no one likes a tattletale. Especially if you have to preserve a relationship with the offender, it’s important to get in touch with the person directly before reporting the issue to Google. (As a bonus, you can usually benefit from much faster turnaround times!)If the offender’s email address isn’t easily found on his or her website, you can do a whois domain search to find it — whenever you register a domain name, you must submit contact information, though it’s not always available to the public. If the domain registration information is private, you can use a simple Google Chrome plugin called Rapportive and a few minutes of trial and error to find out someone’s email address — here’s a tutorial to show you how.Once you find the offender’s email address, try to remain civil but firm in the body of your email — as the saying goes, you can catch more flies with honey than with vinegar. Link to the specific piece of content on your site that the person stole as well as the link to the stolen content, note that it must just be a mistake (right?), and mention what the next steps will be if he or she doesn’t comply. Will you need to involve the hosting provider or take legal action? Here, a hint of a legal action can go a long way.3) If that fails, report the offender to search engines or hosting providers.Depending on how your email communication with the offender goes and how much more time you want to invest in getting the stolen content removed, you can manually submit a request to remove the content from search engines, or contact the hosting provider. The Digital Millennium Copyright Act (DMCA) requires hosting providers and other processors of digital information to follow a pretty regimented procedure for removing infringing material. To find the hosting provider information, you can use the same whois domain search mentioned above. If you’d like to get in contact with search engines directly, here are the links to submit a content removal request:GoogleBingYahoo!After you submit a DMCA takedown request, you’ve just got to wait. It could be anywhere between a few hours and a few weeks before your content is removed. Luckily, you probably won’t even reach this last step. Most thieves are eager to remove content if you mention potential legal action in step two. That being said, it would be much easier to prevent them from stealing it in the first place …Stop the Crime Before it Happens: How Can you Prevent Internet Thieves From Stealing Your Content?Fighting against content thieves can be exhausting. You’ve already spent time brainstorming creative ideas, buckling down to produce the content, and thoroughly editing your work. Who wants to spend the rest of their day fighting off internet crooks? Although there isn’t anything that can prevent people from stealing your content 100% of the time, following these tips will definitely help:Prominently display copyright notices. It won’t affect your copyright coverage, but you can include a copyright phrase banner in the footer of your content to remind readers to keep their hands off. Both Copyscape and DMCA.com have free banners you can include on your site.Create content usage guidelines. Part of the inbound marketing methodology is to create content that people will naturally want to share, so you don’t want to completely deter excited fans from promoting your content under fair use. Clear up confusion about how people can use your content by creating usage guidelines. HubSpot’s Content Usage Guidelines, for example, cover how people can quote and share our blog posts, graphs, presentations, and other pieces of content. (Bonus Tip: Referencing these usage guidelines in your emails to content thieves is especially helpful, because it establishes a standard for how you allow your content to be shared.)Set up Google Search Authorship to claim your content as yours. Besides driving even more clicks from search, Google Authorship helps defend your content from getting stolen. This way, any time you publish online, it will be linked back to you first, ultimately helping you avoid the pesky duplicate content issue with Google. If you need help setting up Google Search Authorship, check out this guide.Publish a few paragraphs in your RSS feed with links to full content. Some content thieves use robots to rip content directly from full-text RSS feeds. Or, if you and your readers prefer full-text RSS feeds, include a phrase such as “This is original content from [insert company name]” with a link to the original piece of content. If the thief doesn’t bother to remove the link, the link to the original post will let Google know your content was the original source.On visual content, include your brand’s logo. It’s much harder for content thieves to remove brand logos from visual content than it is for them to delete or change text. Placing your logo on your visual content can make thieves think twice about stealing it or at least give you credit wherever it’s posted online.We want to create marketing people love, not marketing people steal. Even though there’s no 100% effective way to prevent people from stealing your content, knowing what to do when your content is stolen and how to help prevent it from happening in the future will help you keep your marketing content safe and sound.Have you ever had your content stolen? How did you fight back? Share your stories and tips with us in the comments!center_img Website Design Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

The ABCs of Content Marketing: A Glossary of Terms

first_img Originally published Jan 13, 2014 4:00:00 AM, updated August 28 2017 Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Content Creation You probably know what content marketing is by now, but do you know all those little nitty gritty terms you need to know to be fluent in content marketing speak?Maybe you do — but I bet there’s at least a few people in your organization who could use a helping hand getting up to speed.We’ve listed the ABCs of content marketing below to help you map out your content strategy and ensure you’re ticking all of the right boxes to be more successful with your campaigns this year.Free Resource: Content Marketing Planning TemplateHave fun diving in to this glossary of terms — and if we missed any, leave your definitions in the comments below!AAgileHaving the ability to move quickly in the world of content creation is a necessity for inbound marketers. Not only does it enable you to respond to opportunities quickly — like newsjacks, for example — but it helps you recover from failures quickly, too. (And trust me, there will be failures.)Agility is the difference between a content marketing strategy that succeeds and one that falls flat, so work on adjusting on the fly. This post can help you become more agile.AnalyticsMaking use of analytics is the only way you’ll have insight into which content is working — or falling flat. Ideally, you’ll make use of a closed-loop analytics solution so you’re able to see what happens to all that site traffic. Think about how cool it’ll be to tell your boss that your blog post actually generated not just a site visit, not just a lead … but an actual paying customer!BBloggingBlogging is a core component of content marketing, driving site traffic, quality leads, and establishing your position as a thought leader in your industry. Your business blog should be built from a foundation of topics and keywords that you’ve discovered are important to your audience, and that help solve the challenges that your readers face. This means that promotional posts should be subtle and rare.Buyer PersonaKnowing your audience is vital to your success in content marketing — buyer personas help you do just that. They’re little snapshots of your target audience that allow you to create content that speaks to their specific needs.We’ve written tons of content around building your buyer persona, but this blog post in particular is very detailed on the subject. It even includes a template you can use to guide you through building your own personas.CCalls-to-ActionCalls-to-action are a critical part of your content marketing, because they help convert all that site traffic you’re driving through content creation into actual contacts in your database. While not every piece of content you create requires a lead-gen call-to-action, your content should include some sort of CTA — whether to share your content on social, subscribe to your blog, or check out another page on your site. Clickthrough RateClickthrough rate (CTR) is one of the metrics that shows how engaged readers are with your content. Did they click on the CTA at the end of the blog post? Did that visitor turn into a lead? Did they even open the post?This data can inform how you approach content creation, giving insight into which content types and subject matters are most appealing to your readers — and even what type of copy they enjoy reading.Conversion RateTraffic is great, but every business needs new customers to sustain itself. Conversion rates give you an idea of how good you are (or how good your content is) at converting visitors into leads, or leads into customers. (Those are two of the most typical conversion rates content marketers measure, anyway. But feel free to get creative!)Crowdsourced ContentCreating your own content can take more time than you have to lend to it. That’s where crowdsourcing comes into play. Allowing subject matter experts, customers, or freelancers to create your content for you is a prime way to get more quality content published in less time. Compile the content you get back into a really awesome offer and give credit to all the contributors — a win-win for everyone involved.DData-backed ContentBacking up your claims in content with up-to-date and accurate data makes every piece of content stronger, and can help you establish authority when writing controversial or thought leadership content. Make sure you note your source and link back to it to avoid getting into any hot water if your claims are found to be incorrect.Tip: Factbrowser is a great tool to find industry-specific data for your content.Dynamic ContentDynamic content is a way to display different messaging on your website based on the information you already know about the visitor.For example, you could use Smart CTAs so that first-time visitors will see a personalized CTA (perhaps with a top-of-the-funnel offer) and those already in your database see a different CTA (maybe for content that offers a little more information about your product or service).Read this post to learn more about how you can use dynamic content to make your marketing more personalized.EEbooksEbooks are a common type of content that many marketers use — often to help generate leads. They are generally a more long-form content type than, say, blog posts, and go into in-depth detail on a subject.This blog post takes you from start to finish on creating an ebook.Editorial CalendarAn editorial calendar is like a road map for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your inbound marketing strategy.Maintaining an editorial calendar will keep you more organized and show you any gaps you may have in your content library. It also helps ensure you’re doing the right things for your personas and not going way off-track with the topics you’re covering.Don’t have a proper calendar of your own yet? Check out this free, pre-designed editorial calendar template.Evergreen ContentEvergreen content is content that continues to provide value to readers no matter when they stumble upon it. This post serves as a prime example. These posts are typically a content marketer’s best friend because of the tremendous SEO value they provide.Experimental ContentContent can take many different formats, which opens up lots of opportunity for experimentation. For example, HubSpot experimented with offering stock photography instead of the tried and tested ebooks, and it was a huge hit with our audience. While you should continue to do what works to ensure you hit your numbers, you should also try to take a risk with your content once in a while. You never know what success it might yield.FFacebook Facebook is a social network you’re likely quite familiar with already — but it has become so much more than just a platform to publish content and gain followers. You can now utilize the awesome targeting options available through Facebook advertising to find and attract brand new contacts to your website and get them to convert on your landing pages … but remember, you still need awesome content to do it.We created this ebook on how you can use all of the super cool targeting functionality on Facebook to grow your database, if you’re looking for more information on how to take your content marketing to the next level through Facebook.FormatsIt’s always a good idea to try and find new ways to deliver your content. Have you tried video? Webinars? Google Hangouts? Facebook or Twitter Chats? An email tip series? Podcasts? SlideShares? Try out a few and see what works best for your audience. A little bit of research on where your audience is hanging out will help you with this one.GGoogle+Google+ is a social network that allows you to join and create circles in which you can mix and match family members, friends, colleagues, and fellow industry members. While you can use it much like other social networks — to publish and share content, and generate new leads — it also provides content marketers with tremendous SEO value due to the rising importance of social sharing in search engine algorithms. (It is owned by Google, after all.)HHashtagHashtags are a way for you and your readers to interact with each other on social media and have conversations about a particular piece of content.It’s a good idea to create a hashtag for every big piece of content you publish online, and subsequently promote on social so you can spark conversations and monitor them easily. (Social Inbox will also help you with that!)IInbound LinkAn inbound link is when another website picks up your content and links back to it from their site. It’s one of the many criteria for great SEO that Google’s algorithm takes into account, because it’s a sign that your content is high-quality.InfluencersEvery industry has influencers — people that the rest of us look up to because of their experience and intelligence. Knowing who these influencers are helps content marketers stay on top of trends and learn more about their industry. If you happen to have a relationship with an industry influencer, you might consider broaching the subject of co-creating some content together — it could help you increase your own authority and reach in your industry.Infographic An infographic is a highly visual piece of content that is very popular among digital marketers as a way of relaying complex concepts in a simple and visual way. Read more about how to create a knockout infographic here.InstagramThough initially a haven only for younger generations who wanted to post, edit, and share unique-looking photos, Instagram has grown into a premier social network that’s a viable opportunity for content marketers. Many businesses are taking advantage of the site by posting industry related photos that their followers and customers would enjoy seeing.KKeywordsA keyword — or keyword phrase — is what a search engine user inputs when looking for information. Keywords are important for content marketers because the keywords your target audience are typing into search engines are typically good topics to create content about. Spend some time carefully, and analytically, picking keywords (both short and long-tail) to optimize your content and website pages. Here are some tips on getting started with keywords.LLanding PagesLanding pages are the epicenter of your lead generation. For the purposes of content marketing, they are where your lead-gen content assets live so you can convert more visitors into leads, and leads into customers.Lifecycle StagesLifecycle stages are helpful ways to describe the relationship you have with your audience, and can generally be broken down into three stages: awareness, evaluation, and purchase.What’s important to understand about each of these stages is that not every piece of content you create is appropriate, depending on what stage your audience might fall in at that moment. That’s why dynamic content is so great — you can serve up content that’s appropriate for whatever stage that particular visitor is in.Learn more about how to map content to lifecycle stages in this blog post.LinkedInLinkedIn is a social network that allows people and businesses to connect with one another. It’s particularly popular for B2B marketers, though some B2C marketers have found it helpful, too. One major marketing benefit of LinkedIn is their Company Pages — not too dissimilar from Facebook business pages — that allow businesses to promote themselves and broaden their following. Many marketers also see great results from LinkedIn Groups, which are excellent places to share and discuss content with others in your industry.NNewsjackingNewsjacking refers to the practice of capitalizing on the popularity of a news story to amplify the impact of a piece of content. For instance, if Google releases an algorithm update, we here at HubSpot would want to blog about it because 1) it impacts our audience, and 2) Google rewards those who cover news items quickly and comprehensively by bumping up their placement in the SERPs.Next time you come across a big news story that has a tie-in to your industry, see if you can find a way to cover it with your own helpful, relevant spin.OOffersOffers are content assets that live behind a form on a landing page (i.e. they help you generate leads for your business).If you need help putting together some high-quality offers your buyer personas will love, take some time to read over this post.PPersonalizeIn content marketing, personalization means creating and delivering content — blog posts, emails, social posts, etc. — with both the persona, and the lifecycle stage of that persona, in mind.PinterestPinterest is a visual social network typically used by ecommerce marketers, but not without its fair share of top-notch B2B and B2C content marketers. Businesses and consumers alike use the website to post images and photos they like so fellow users can repin (share) that content.Not every company has taken advantage of this site yet, and if you’re one of them, we advise you check out this offer to understand the benefits Pinterest can offer.PromotionSpend the same amount of time planning the promotion of your content as you do developing it. That means you should be using all the channels at your disposal — like email, social, your blog, even PPC — to get eyeballs on your content.QQualityIf you Google “ebook,” within 20 seconds, you’ll have over 170 million search results to choose from. But how many will you actually look at, never mind exchange your personal information for?With the increasing popularity of content, there’s now a bigger need than ever to ensure that your content is jam-packed full of value. Don’t create content for content’s sake — take your time and make sure to keep a super high standard of quality in everything you publish. That way, your readers will keep coming back for more and sharing your content with their network.QuantityEstablishing the right quantity of content to create and share is also important to grow and maintain your audience. Not every business needs to create and share content at the same velocity, though. Choose the frequency that’s right for your business, and stick to that schedule relatively consistently so your readers know what they can expect from you.SSocialGet active on social media. Don’t simply use it to push out your content, but when you do share your content, make sure you create a hashtag that enables you and your readers to interact with each other.Take advantage of the broad spectrum of social sites that are out there today — yes, Facebook and Twitter are the obvious ones, but do your due diligence on the merits of using platforms like Google+, Pinterest, Instagram, etc.Social OptimizationYou can optimize every piece of your content for sharing by adding social sharing icons, email-to-a-friend buttons, and lazy tweets. Make it ridiculously easy for your readers to share your content, because if you don’t provide the option, the chances of them doing the work for you are pretty slim.TTemplatesSeems like a pretty obvious one, but the development of content ain’t easy. Don’t be afraid to get help — use our content blueprint to access tons of tools and templates for developing your content.TwitterWant to share news with your followers? Chat with customers? Give a quick shoutout to some partners? Twitter’s the place to be. The social network allows for 140 character posts that you can share with the world — images and multimedia content welcome, as well.VVisual ContentVisual content is critical for content marketers who want to catch their prospects’ attention. Invest in things like infographics, videos, and data visualizations to help make your content more interesting to consume.YYouTubeYouTube is a very popular platform for hosting your videos, because it has a pre-existing audience for you to tap into. Video marketing is effective for generating traffic to your main website, building brand buzz, and building a social media presence.There are lots of tools out there now to help you create awesome videos without breaking the bank, too. For screen recording, try Camtasia. For free editing, try iMovie for Mac or Windows Live Movie Maker.ZZerys Zerys is a nifty little community of writers who want to create your content for you! If you’re stuck for time or resources, you can use Zerys to contract a writer.Freelancers have proven to be excellent resources for marketing teams all over, so if you don’t think you can handle content creation internally, look into some outsourcing options.What are some other core content marketing terms you think should make this list? Share your suggestions (and definitions) in the comments!last_img read more