by Michael Orfanos

In an unpreceded decision, the Supreme Court barred Leopoldo Lopez from taking office, but upheld his right to eligible run in the upcoming elections. However, this contradictory decision places into doubt Lopez’s presidential campaign, since it has the potential (if Lopez manages to win in the upcoming Presidential elections) to overthrow him from office in the near future. Lopez has been under investigation for alleged corruption-yet no official charges have been made against him for quite some time now. Luisa Morales-the Supreme Court President- told the press that Lopez may freely participate in the upcoming elections but whether or not he may actually hold his office:  “…isn’t within the judicial branch’s analysis at this time”. In other words, even if Lopez manages to win in the upcoming Presidential elections, chances are that he will not be President, since it remains in the Venezuela Supreme Court to decide if he is eligible to become President, and according to the Wall Street Journal, six out of the seven Supreme Court Justices “are sympathetic to the President” (Chavez).

Leopoldo Lopez Mendoza, a Venezuelan politician, economist and former mayor of the Chacao Municipality of Caracas is a charismatic political figure and great-great-great-great nephew of Simon Bolivar. In 2000 he was elected President of Chacao with 51% of the vote, and managed to re-elect in 2004 with 81% of the vote, thus the LA Times described him as: “immensely popular”. Indeed, in a poll (conducted in Caracas in 2008), an overwhelming majority of Venezuelans (52%) opposed Lopez’s ban and another 51% stated that (the ban) was politically motivated. This was a slap in the face for Chavez, who is desperately trying to hold his office and eliminate any threats by faulty accusing his poitical opponents of crimes and then sanctioning them (without official charges ever been made and case presented to the court), thus placing his opponents political ambitions and efforts on indefinite hold. According to Venezuelan official records around 400 people (prominent political figures) have been denied the right to run in the elections due to similar criminal accusations. More than 80% of them are considered to be Chavez’s critics and political opponents ( according to: www.ipop.gr).  And to make things worse for Chavez, on September 16, 2011 the Inter-American Court of Human Rights ruled unanimously that “Lopez should be allowed to run for office”.

Even Chavez’s one time friend, Noam Chomsky in an interview to the Observer (June 2011), accused Chavez for amassing too much political power and for having ambitions to become a dictator: “Concentration of executive power…is an “assault” on Democracy”. Perhaps the most characteristic example of Chavez’s influence over Democratic institutions (such as the judicial authorities) is the case of former judge Maria Lourdes Afiuni. The later ruled in favor of a Chavez opponent-Eligio Cedeno a prominent banker-and ordered his immediate release. This decision infuriated Chavez, calling the judge “a criminal” and demanded that “she has to be jailed for (at least) 30 years”.  After that, Afiuni was sentenced to jail (where she was assaulted by other prisoners more than once). Afiuni is also a single mother diagnosed with cancer. Chomsky also commented on the Observer that: “…as far as I understand, other judges have not come out in support of her…that suggests an atmosphere of intimidation”.

All Venezuelan political parties-following the Supreme Court ruling- released a joint Press Release condemning the Supreme Court ruling, and stating that the decision violates the country’s constitution. It is clear to everyone that Chavez is using his power to set barriers to his political opponents (in this case: Lopez) in order to remain at his office at all costs. Lopez’s will and determination- on the other hand- seem uncurbed, demonstrating a “Fortis in Arduis” attitude (meaning “strong in difficulties” in Latin).

Michael Orfanos is Marketing Manager and SEO Expert for naro.gr

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by Michael Orfanos

An unpreceded chain of events ignited by an article on the Guardian, regarding the unethical policies & modus operandi of the WSJ in order to boost its own sales figures, caused the resignation of Andrew Langhoff on Tuesday. Mr. Langhoff was the Managing Director of WSJ’s parent company named Dow Jones, for the European continent. More specifically, as if the phone hacking scandal and the ongoing investigation regarding the unethical policies of R. Murdoch’s “News of the world” wasn’t enough, Guardian found credible evidence that WSJ was using a complex network of other European companies in order to secretly channel money and purchase copies of its own paper, having as an ultimate goal to boost WSJ sales volumes!

The story begins in January 2008, when Andrew Langhoff was desperately trying to find ways to increase the WSJ’s sales volumes in Europe. He came up with a brilliant plan: it was called F.L.I. or Future Leadership Institute. The idea was simple enough: WSJ approached major EU companies and proposed to them to fund a number of university student seminars around EU. The students participating would be labeled as the upcoming elite-the future political leaders of the European continent. The WSJ would then create a special section, where all EU companies sponsoring such events would appear. The sponsors then would purchase-at a knockdown price of 5 cents per paper- large volumes of WSJ and distribute it on various universities, thus making all parties happy: Sponsors would be shown on WSJ on a regular/daily basis, and the later’s sales volumes would be boosted!! Indeed, the plan seemed to work perfectly for some time and reached its peak around the first months of 2010, when the F.L.I scheme was responsible for around 41% of the WSJ’s daily sales in Europe-meaning 31.000 copies out of a total 75.000!

However, as with all great things in life, it was never meant to last forever: One of the sponsors-the Dutch based company called “Executive Learning Partnership” (ELP), started complaining that the money spend was not enough return on their investment. They wanted to bail out from this scheme, placing Langhoff in a difficult spot: he simply could not afford to let them leave, as by now, they accounted for 16% of WSJ’s European sales volumes. This would be a nightmare  scenario-imagine the impact on R. Murdock’s share price in the stock market, after learning that the company sales volumes (in Europe) dived to -16% within a day!   Langhoff came up with a new proposal that he  e-mailed to the Dutch company on April 9, 2010: he offered them free advertising space, and at least 3 special reports having to do with ELP. This proposal managed to ease back the pressure a little bit (and WSJ indeed published 2 full page cover articles regarding ELP), however after a few months the pressure mounded again and Langhoff had no other way but to accept that ELP would stop payments. Facing with the prospect of catastrophy, de devised a new scam: he set up a network of companies in order to secretly channel money to ELP to pay for the papers the later had agreed to purchase in their original agreement. This meant that WSJ would actually purchase their own papers, in order to keep their sales volumes, and deceive both EU advertisers and the public.

And to make matters worse, a whistleblower from WSJ Europe contacted the management of Dow Jones in New York and alerted them regarding the circulation scam that Langhoff was running in Europe. Evidence is showing that a meeting took place (around December 2010) between high ranking US executives-among them Dow Jones’s US attorney Tom Maher- and the whistleblower. Even though no records of that meeting were kept, the whistleblower was fired after only a month (January 2011).

Guardian’s persistent pressure on WSJ’s former members and the companies involved in the network of payments, forced Langhoff to resign. In his farewell message, Langhoff said: “Because the agreement could leave the impression that news coverage can be influenced by commercial relationships…I believe that my resignation is now the most honourable course”.

Michael Orfanos is Marketing Manager and SEO Expert for naro.gr

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by Michael Orfanos

The UN report published on Monday was a hammer stroke for the Karzai regime. It reported that the UN had found “compelling evidence” that the Afghan secret police (National Directorate Security-NDS), “systematically tortured detainees for the purpose of obtaining confessions and information”.

The UN report was based on findings, surveys and interviews of approximately 350 Afghans labeled as suspects linked to the insurgency by the Karzai regime, and was conducted from October 2010 to August 2011. Even though torture is considered a crime by both the Afghan and the International law, the NDS seem to ignore it. Some detainees reported being hung-up by the wrists from the wall while others claim being beaten repeatedly with rubber hoses or electric cables, or twisting of sexual organs. Also, denial of access to medical care is also reported for most NDS prisoners.

As expected, the Afghan government denied such actions -as described by the UN report- but added that there may be some “deficiencies” in a country which is tortured by all forms of terrorism (suicide bombings, assassinations, guerrilla war etc). However, numerous foreign diplomats and officials, agree that the UN findings are credible and accurate. In addition, they paint a devastating picture of the Karzai regime as widely abusive and corrupt.

It is now clear that the Karzai regime has failed its people and the hopes of both US and Europe for establishing a credible-democratic government and uniting the Afghan people. And to make matters worse, the policies of President Karzai have the potential to undermine the strategic coalition between the Afghan government with both Europe and the US, and alienate the Karzai regime from international support and funding. More specifically, in the US the Leahy law states that in the event that a foreign state is showing evidence of gross human rights abuses, then, neither the State Department nor the Defense Department can provide this state with any form of assistance (funds, personnel, materials, training etc). Also in Europe, the UN report ignited a series of angry responses from a number of state-members who are against of such abuse practices by any country in the world.

Indeed, the UN report is demonstrating that President Karzai by following such practices (torture, abuse etc) only managed to shot himself in the leg-as these practices backfired. How can a government hope to unite its people and survive the tides of terrorism, when at the same time, they (the government) are engaging in torture and human rights violations?? How can such a government obtain assistance and support from International Organizations and foreign countries? How can such a government hope to be able to govern after 2014, when all the foreign military troops are scheduled to withdraw from the country? It’s final: President Karzai finally managed to shot himself in the leg!

Michael Orfanos is Marketing Manager and SEO Expert for naro.gr

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του Μιχάλη Ορφανού

Εαν κάποιοι από εσάς μπαίνετε συχνα σε εταιρικά sites σίγουρα θα έχετε προσέξει το γεγονός ότι τα περισσότερα έχουν πλέον Social Media buttons (συνήθως Facebook & Twitter). Πολλές φορές μπαίνω στα Facebook & Twitter προφίλ των εταιρειών αυτών και πολύ συχνά συνειδητοποιώ ότι έχουν πολύ καιρό να ανανεωθούν με πληροφορία ή εταιρικά νέα. Αυτό είναι πραγματικά κρίμα, γιατί εκτός απο την εικόνα εγκατάληψης που δείχνουν στον επισκέπτη, οι εταιρείες αυτές χάνουν σημαντικές ευκαιρίες να ενδυναμώσουν το εταιρικό τους προφίλ, να κερδίσουν φίλους και να προωθήσουν τα προϊόντα τους στην αγορά. Πραγματικά η διείσδυση –ειδικά του Facebook- στο Ελληνικό κοινό, ειναι τρομακτική. Βλέπεις πολύ συχνά παιδιά 14-15 ετών και άνω να έχουν όλα Facebook account. Κάπου διάβασα κάτι πραγματικά ευρηματικό: πως το Facebook εξελίσσεται όλο και περισσότερο  σε «Χρυσό Οδηγό». Οταν κάποιος θέλει να μάθει για εσένα, θα μπεί στο Facebook και θα σε ψάξει για να μάθει πληροφορίες. Κάποιοι εργοδότες μάλιστα στην Αμερική πριν σε προσλάβουν ελέγχουν το προφίλ σου στο Facebook για να επιβεβαιώσουν ότι συνάδει με τις αρχές της εταιρείας τους.

Πως μπορεί λοιπόν μία εταιρεία να επιτύχει αυξηση επισκεπτών στην εταιρική της ιστοσελίδα μέσω Facebook? Ας αναφέρουμε μερικούς τρόπους:

1. Εταιρικό προφίλ: θα πρέπει απο την πρώτη στιγμή να ενημερώνει τον επισκέπτη για το που βρίσκεται-δηλαδή θα πρέπει να εμπεριέχει το εταιρικό Logo καθώς και φωτογραφίες γραφείων ή προϊόντων της εταιρείας. Επίσης το tab “Info” να εμπεριέχει πληροφορίες για την εταιρεία (π.χ. ημερομηνία ιδρυσης, το URL, company profile, μια αναφορά στα προϊόντα της καθώς και τις αγόρες που αυτή ενεργοποιείται).
2. Αυξήστε δραστικά τους φίλους σας: Είναι λογικό ότι στην αρχή της προσπάθειας σας, θα πρέπει να  βρείτε τρόπους να αυξήσετε τους φίλους σας. Αυτό μπορείτε να το κάνετε ζητώντας ευγενικά απο όλους τους συναδέλφους υπαλληλους της εταιρείας (που έχουν Facebook profile) να σας κάνουν Like. Στην συνέχεια μπορείτε να επεκταθείτε στον ευρύτερο κύκλο της εταιρείας σας (προμηθευτές, πελάτες, συνεργάτες κλπ). Μπορείτε επίσης να απευθυνθείτε εσείς σε ανθρώπους που έχουν κοινά ενδιαφέροντα με την αγορά στην οποία δραστηριοποιείστε. Δηλαδή εάν είστε εκτυπωτικός οίκος, μπορείτε να ψάξετε για ανθρώπους (ή groups) που τους αρέσει το διάβασμα ή το βιβλίο. Επίσης μπορείτε να «τρέξετε» κάποιες προωθητικές καμπάνιες ή διαγωνισμούς για τον ίδιο σκοπό.
3. Post regularly: Απαιτείται συνεχής και καθημερινή ενασχόληση για να έχετε αποτελέσματα στο Facebook. Κάποτε είχα έναν πελάτη για SEO (Search Engine Optimization) που απορούσε γιατί δεν έχει αποτέλεσμα το γεγονός ότι είχε ανοίξει ένα εταιρικό προφίλ στο Facebook. Οταν τον είχα ρωτήσει ποιος το διαχειριζόταν μου είχε απαντήσει: «η 12χρονη κόρη μου» (!!)-σχήμα οξύμωρο καθώς θεωρούσε ότι τα posts της 12χρονης κόρης του θα δημιουργούσαν στρατιές πελατών που θα του χτυπούσαν επιτακτικά την πόρτα της εταιρείας του για να αγοράσουν τα προϊόντα του. Ενας άλλος πάλι, ο οποίος είχε μία επιχείρηση με γκαραζόπορτες, είχε επίσης ανοίξει ένα Facebook profile αλλά έκανε ενα post το 2μηνο και το μήνυμα ήταν πάντα βαρετό -στα όρια της αυτοκτονίας- παραδείγματος χάριν: “Δευτερα 12 Ιουνίου, σήμερα κάνω την πόρτα της κα. Σοφίας στον Αλιμο». Ετσι ο τοίχος του είχε 13-14 τέτοια μηνύματα. Με τέτοιο content τι να περιμένει κανεις? Προσωπικά πιστεύω ότι τα posts πρέπει να είναι σε καθημερινή βάση (εάν όχι, τουλάχιστον κάθε 2-4 μέρες) και θα πρέπει να ποικίλουν ώς προς το περιεχόμενο τους. Δηλαδή θα πρέπει να ανεβάζετε χρησιμή πληροφορία για τον επισκέπτη (π.χ. στην περίπτωση που έχετε ένα λογιστικό γραφείο, μπορείτε να ανεβάσετε μία νέα διάταξη του Υπουργείου Οικονομικών ή νέα απο Οικονομικές εφημερίδες), και, πού και πού, να κάνετε και Post Δελτία Τύπου της εταιρείας σας, ενημέρωση για νέα προϊόντα, ανακοινώσεις για επιτεύξεις νέων συμφωνιών της εταιρείας και άλλα. Απαιτείται επίσης σε τακτά χρονικά διαστήματα να μπαίνετε στα προφίλ των δικών σας φίλων, να διαβάζετε τα posts τους και να απαντάτε σε κάποια.Τέλος, μπορείτε πάντα να δίνετε και συμβουλές-δηλαδή σε περίπτωση που είστε ένα λογιστικό γραφείο, και έχετε βρεί μια λειτουργικότητα που μπορεί να υπολογίσει αυτόματα & να ταξινομήσει τις αποδείξεις σας, μπορείτε να κάνετε post το link για τους φίλους σας, μαζί με μία μικρή επεξήγηση σχετικά με το πως θα το χρησιμοποιήσουν. Ετσι θα ενδυναμώσετε την σχέση σας μαζί τους.

Οπως θα έχετε ήδη καταλάβει, στην Βιβλο του SEO η πρόταση  «άμεσα αποτελέσματα» ειναι παντελώς αγνωστη. Απαιτείται commitment και πολλές ώρες σκληρής προσωπικής εργασίας. Γιαυτο και η υλοποίηση SEO έχει και ένα σημαντικό κόστος υλοποίησης. Εαν ομως κάποια εταιρεία επενδύσει σε αυτό, θα έχει σίγουρα πολλαπλά οφέλη, καθώς θα έχει επιτύχει τα ακόλουθα:

• Να έχει δημιουργήσει μία σημαντική database εν δυνάμει πελατών.
• Να έχει ενδυναμώσει σημαντικά το Brand Name της
• Φθηνή διαφήμιση (κάθε φορά που κάνουν Like σε ένα εταιρικό post σας) και  προβολή των προϊόντων / υπηρεσιών της εταιρείας
• Να έχει επιτύχει άυξηση επισκεπτών στο εταιρικό site
• Εαν συνεχίσει να επενδύει συστηματικά, μπορεί ακόμα και να επιτύχει Brand Loyalty.

O Μιχάλης  Ορφανός είναι Marketing Manager & SEO Expert για το Naro.gr

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by Michael Orfanos

The commercial court in Fetter Lane, was the place where former friends and business partners Boris Berezovsky and Roman Abramovich, yesterday finally met. During the previous years, they systematically avoided each other, even though they both reside in London.  The reason for their common appearance in court was Berezovsky’s claim for   $5bn compensation in damages over the sell of Sibneft to Abramovich in 2000. However, there is more to meet the eye in the conflict of these 2 Russian billionaires and oligarchs-namely: Berezovsky claims to be a political exile and remains a passionate Putin critic, while Abramovich (known as the wealthy owner of Chelsea football club) is in accordance with the Kremlin policies.

Berezovsky’s claim against Abramovich can be best summoned up by his lawyer Mr. Rabinowitz opening statement: “This is the case about 2 men who worked together to acquire an asset-the Sibneft- that would make them wealthy beyond the wildest dreams of most people…”. However, somewhere along the road, (Berezovsky) managed to turn into Kremlin’s public enemy #1, and was forced to choose into selling his shares of Sibneft to Abramovich at a knockdown price, or face having them confiscated by the Russian authorities. Thus, Abramovich is been accused for “blackmailed and betrayed Berezovsky” and for choosing “wealth and influence over loyalty and friendship” according to Mr. Rabinowitz.

The story starts to unfold in the late 1980’s where Russian President Yeltsin, introduced his privatization program (also known as: “loans-for-shares auctions”). The latter is famous for turning a small group of well connected Russian businessmen (and close friends of the President) into tycoons and billionaires, overnight! They are also known as “The Russian Oligarchs”. Around 1995, Berezovsky along with his close allies, Patarkatsishvili and Abramovich, acquired control of a state-owned company named Sibneft. It was considered to be –at that time- the 6^th largest Russian oil company. The company was sold by the Russian government for around $ 100 million, while its assets were estimated (by foreign independent analysts) at around $ 2.3 bn. Soon after, Berezovsky also manage to take control of “Aeroflot” (the state air carrier) and ORT-a Television channel, becoming immensely rich-beyond imagination. He once claimed that there is no significant political figure in Russia today that he hadn’t bribed or funded. He was “de facto” the true ruler of Russia.

Berezovsky was becoming richer every day, thanks to Yeltsin’s privatization policies and state protection. Contraband,  Berezovsky –according to the Guardian- “…masterminded the 1996 re-election of Boris Yeltsin…he and his billionaire friends coughed up to $180-190 million for Yeltsin’s 1996 campaign”. In addition, the businessman emerged in Russian politics, as a key advisor of the President and member of his “inner circle of advisors”. However, by the late 1999, it was evident that the end was near for President Yeltsin, thus Berezovsky needed to place another puppet in the Russian Presidential throne, in order to continue his business endeavors unmolested and unchecked by any authority. His choice turned out to be a  fatal one: he choose V. Putin, and immediately raised funds in order to help the latter create his own political party-the “Union”. Putin rose to power –from obscurity- and his first months in power smoothly passed along, however Berezovsky started to question and criticize the President’s policies, and soon after that, Putin quoted saying in    “Le Figaro” that he would not tolerate criticism of the government by media controlled by oligarchs and businessmen. One phrase was particular illuminating towards his determination to crush all his political rivals (who by now Berezovsky had joined and was a prominent member): “…If necessary we will destroy those instruments that allow this blackmail”.

On November 7, 2000, while Berezovsky was at a business trip abroad, he was asked by the Russian State prosecutor to appear and answer to questions regarding an ongoing investigation about an Aeroflot fraud. The latter was –according to many foreign analysts-the source that Berezovsky used for payoffs and for funding Yeltsin’s and Putin’s political campaigns. Berezovsky failed to return to mother Russian and soon after that, all his assets,  (bank accounts, companies, TV stations and other), were quickly seized by the Russian government. He tried to hold on to his jewel -“Sibneft”, but fearing that the government would also confiscate his shares of the company, turned to his business partner Roman Abramovich. The rest of the story is already known: he sold his shares at a fraction of their true value-around   $ 1.3 billion. Now he claims he was forced to sell his shares, while Roman Abramovich’s main defense line pillars are the following:

1. Berezovsky was never shareholder or owner of Sibneft.
2. The above mentioned payment was given to Berezovsky by Roman Abramovich for providing his services to the company (“basically criminal in nature” according to Roman’s banisters). Berezovsky, in other words and according to Abramovich, provided for political patronage and protection from state prosecutions, and the $ 1.3 bn was his payment for services rendered.

What is ironic is the fact that 2 figures that emerged from the lawless Yeltsin period, who spend most of their lives  operating  beyond the boundaries of the law,  are trying to resolve their differences through the British Legal system. Come to think of it, disrespect for the law, characterized their modus operandi for years, and now, the law finally caught up with them. Personally speaking, I don’t really think that Berezovsky has a chance, because the burden of proof lies on his shoulders to validate his claims. And being an exile means he’s being denied access to Russian state records and official documents that can be used as a basis for his claims. In addition Abramovich’s defense line looks very solid and robust and can be easily supported with evidence since Berezovsky was a despotic criminal figure in Russia for many years.

Michael Orfanos is Marketing Manager and SEO Expert for naro.gr

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by Michael Orfanos

After spending 3 months in Saudi Arabia -recovering from an assassination attempt – Saleh, returned to Sana’a with a hidden agenda. Yemen state television announced his return saying: “Ali Abdullah Saleh, President of the Republic, returned this morning to the land of the nation, safely after a trip for treatment in Riyadh that lasted more than three months” – no other details were given. However, his return announcement by the media was followed by gunfire, explosions and shelling between the Republican Guard (headed by Saleh’s son) and the combined forces of local tribesmen opposing Saleh, military units that have defected and protestors. Not the kind of welcome that anyone would expect, but hey! Saleh must have suspected already that he’s not welcomed in Yemen anymore: since his departure (8 months ago), the public revolted and about 450 people have been killed, while civil war is raging the country.

Foreign diplomats and government officials fear that Saleh’s return will trigger more violence and deaths: “We’re definitely going to have an escalation of violence, but let him come back. We want him to come back and be tried for his crimes!” said to Reuters, Mohammed al – Asl, a prominent anti-Saleh figure and protest organizer.

But why the Saudi’s and the US agreed to Saleh’s return to Yemen knowing beforehand that this decision would ignite public uprising and open revolt in Yemen? We can only make assumptions on this matter. Perhaps Saleh manage to persuade them that his return would bring stability in Yemen (we mustn’t forget that for Saudi Arabia, securing their southern borders with Yemen is an issue of the outmost importance, and most of the times even considered to be a matter of  interior politics  for the Saudi’s). Another assumption that can be made is that Saleh’s secret agenda is to announce that he’s stepping down from power (even though he has made such-void- declarations 3 times during the past), and name as his successor his son. This way, he will try to appease the enraged protesters and still remain at the power (through his son). Finally, we must also not exclude the fact that Saleh played the “Al Qaida” card, meaning he managed to persuade Saudi Arabia and US that his removal from power would create a power vacuum that Al Qaida could take advantage and manage to control parts of Yemen. Such a hypothesis could turn out to be a “nightmare scenario” for the fragile status quo of the wider Arabian Peninsula and especially for Saudi Arabia.

Michael Orfanos is Marketing Manager and SEO Expert for naro.gr

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του Μιχάλη Ορφανού

Οποιος ασχολείται -έστω και επιδερμικά- με Online Marketing, SEO & Social Media, αποκλείεται να μην έχει ακούσει το όρο “Interest Graph”. Πρόκειται για μία νέα σχετικα θεωρία, η οποία τοποθετεί στο επίκεντρο της προσοχής (των εταιρειών) τον άνθρωπο -χρήστη του internet & των Social Media- και τα ενδιαφέροντα του. Ουσιαστικα μιλάμε για μία data mining process η οποία μας δίνει πλούσιο υλικό για τους χρήστες του Internet & των Social Media, βοηθώντας τις εταιρείες να εμπλουτίσουν το προφίλ των πελατών τους ώστε να καταλάβουν τις ανάγκες/επιθυμίες τους,  για να τους προσφέρουν tailor-made προτάσεις προϊόντων και  added value υπηρεσίες, βασιζόμενες στην ανάλυση των στοιχείων αυτών ή ακόμα και να βρούν νέες niche market αγορές προς εκμετάλλευση.

Ο πυλώνας πίσω απο την θεωρία του Interest Graph είναι η συσπείρωση χρηστών του internet & των Social Media γύρω απο κοινά ενδιαφέροντα και events – ένα φαινόμενo καθολικά αποδεκτό από όλους στον χώρο των Social Media. Οι εταιρείες προσπαθούν να δημιουργήσουν αλγόριθμους οι οποίοι θα είναι σε θέση να τους δώσουν πολύτιμα στοιχεία: π.χ. ενδιαφέροντα, δημογραφικά στοιχεία χρηστών, psychographics, επάγγελμα, κλπ. Στην συνέχεια οι εταιρείες θα μπορουν να κατηγοριοποιήσουν τους χρήστες αυτούς σε ομάδες (ανάλογα με τα ενδιαφέροντα τους) και να τους πλησιασουν μέσω tailor-made διαφημιστικών campaigns, κάνοντας τους στοχευμένες προτάσεις (ανάλογα με το προφίλ και τα ενδιαφέροντα τους). Ετσι οι εταιρείες θα μεγιστοποιήσουν το αποτέλεσμα και τα οφέλη απο τις διαφημιστικές τους καμπάνιες επιτυγχάνοντας market penetration σε πολύ υψηλό βαθμό.

Εκτός των παραπάνω, το Interest Graph μπορεί να προσφέρει και άλλες δυνατότητες στις εταιρείες. Δεν γνωρίζω πόσοι απο εσάς έχετε διαβάσει το βιβλίο «Συνδεδεμένοι» του Dr. Christakis. Το τελευταίο διαπραγματεύεται τα δίκτυα, την δομή τους και τον τρόπο λειτουργίας των μελών του δικτύου. Για όσους δεν το έχετε διαβάσει, ο συγγραφέας μας αναλύει πως σε κάθε δίκτυο κάποιοι χρήστες βρίσκονται στο επίκεντρο του δικτύου και κάποιοι στην περιφέρεια. Αυτοι που βρίσκονται στο κέντρο είναι οι «ενεργοί» και με τις περισσότερες συνδέσεις, σε σχέση με αυτούς που βρίσκονται περιφερειακά του δικτύου. Αυτοί που είναι στο κέντρο μπορούν να χαρακτηριστούν και σαν opinion leaders, καθώς είναι σε θέση να επηρρέασουν ένα μεγάλο μέρος του δικτύου. Σε αυτό το σημείο, η παρουσία του Interest Graph είναι σε θέση να ανοίξει νέες δυνατότητες και προοπτικές για τις εταιρείες: οι εταιρείες –μέσω του Interest Graph- είναι σε θέση να έχουν στατιστικα στοιχεία (στην προκειμένη περίπτωση π.χ.  μπορεί να είναι πόσους followers έχει στο twitter κάθε μέλος ενός forum για την Gillette). Εχοντας μια λίστα με τους 100 χρήστες οι οποίοι έχουν τους περισσότερους followers  στο twitter, οι εταιρείες ουσιαστικά έχουν βρεί τους Opinion leaders της συγκεκριμένης αγοράς, και έχουν την  ευκαιρία  να τους ενσωματώσουν στο product cycle ενός προϊόντος. Τι εννοούμε με αυτο?  Είναι γεγονός, ότι η Gillette πρίν λανσάρει κάποιο νέο προϊόν, δίνει την ευκαιρεία στους followers της στο twitter ή στα μέλη του forum της ιστοσελίδας της να το δοκιμάσουν και καταγράφει εντυπώσεις και γενικά feedback. Ετσι οι Opinion leaders  και προσφέρουν σημαντικό insight στην εταιρεία (impressions) αλλά και ενημερώνουν (και εμμέσως επηρρεάζουν) λόγω της θέσης τους  στο κέντρο του δικτύου (σαν opinion leaders) τους χρήστες που βρίσκονται περιφερειακά του δικτύου.

Οι Max Levchin & Bill Gurley –δύο απο τους πιο προβεβλημένους opinion leaders της αγοράς του online marketing & Social Media, προ μηνών στο συνέδριο της Goldman Sachs Technology & Internet Conference στο San Francisco, θέλοντας να τονίσουν την ολοένα και αυξανόμενη σημασία του Interest Graph για το online marketing, ανέφεραν χαρακτηριστικά ότι η επόμενη μεγάλη εταιρεία (“the next big thing”) επιπέδου Google ή Facebook θα είναι η εταιρεία που θα έχει ενσωματώσει πλήρως το Interest Graph στον Μodus Operandi της. Απο ότι φαίνεται λοιπόν, το Interest Graph θα διαδραματίσει ακόμα πιο σημαντικό ρόλο στα επόμενα χρόνια για τις εταιρείες.

Ο Μιχάλης Ορφανός είναι Marketing Manager & SEO Expert for naro.gr

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του Μιχάλη Ορφανού

Κύριο μέλημα και πρωταρχικός στόχος κάθε εταιρείας που ενεργοποιείται στον χώρο του διαδικτύου –έχοντας την δικής της ιστοσελίδα-είναι να καταφέρει να αυξήσει τον αριθμό των επισκεπτών στο site της. Πως όμως μπορεί να το πετύχει αυτό? Μιλώντας απο προσωπική πείρα σαν επαγγελματίας στον χώρο του SEO μπορώ να σας προτείνω τουλάχιστον τρείς (3):

1. Συγγραφή άρθρων
2. Social Media
3. Link σε sites

 Τι εννοούμε όμως με τα παραπάνω? Ας προσπαθήσουμε να κάνουμε μία μικρή αναλύση:

1. Συγγραφή άρθρων.  Ο υπεύθυνος για το SEO της εταιρείας θα πρέπει να συγγράφει άρθρα σε πολύ τακτικά διαστήματα (2-3 ημερών) σχετικα με το αντικείμενο της εταιρείας (προϊόντα ή υπηρεσίες της). Τα άρθρα αυτά θα πρέπει να εμπεριέχουν χρήσιμη πληροφορία, κάποια hints & tips, συμβουλές για την επιλογή ενος προϊόντος, οτιδήποτε που ο χρήστης θα αξιολογήσει σαν χρήσιμη πληροφορία. Σε μερικές περιπτώσεις (π.χ. ενημερωτικα sites, news portals etc) μπορεί η αρθρογραφία αυτή να αφορά και την δημοσιογραφία των τελευταίων ημερών, πράγμα που βοηθά ακόμα πιο πολύ, γιατι ενα ενδιαφέρον αρθρο με κάποιον τρόπο-τινά προκλητικό τίτλο, μπορεί να τραβήξει την προσοχή του κοινού. Παραδείγματος χάριν, την εβδομάδα που κατέλαβαν οι επαναστάτες την Τρίπολη, δημιουργησα ένα  αρθρο σχετικα με τις αποκαλύψεις των Λιβυκών αρχείων για την προσπάθεια του Καντάφι να χρησιμοποιήσει Αμερικανούς λομπίστες για να αποτρέψει μια ΝΑΤΟϊκή επέμβαση στην χωρα του (http://telia.co.gr/blog/libyan-secret-files-reveal-that-former-us-officials-advised-qaddafi-on-how-to-wage-a-propaganda-war-to-save-his-regime/). Το άρθρο εκτος απο ενδιαφέρον (ή τουλάχιστον έτσι θέλω να πιστεύω) ήταν και επίκαιρο, γιατι πολλοί χρήστες στο Internet εκείνη την περίοδο έψαχναν να διαβάσουν πληροφορίες και νέα σχετικα με τα γεγονότα στην Λιβύη. Πράγμα που βοήθησε και το αρθρο μου ώστε να το διαβάζουν αρκετοί χρήστες (φυσικά με την βοήθεια Metatags ώστε να εμφανίζεται στις αναζητήσεις της Google). Και φυσικά μέσα στο αρθρο μου υπήρχε ένα Link για το blog μου, ώστε να μου διασφαλίσει ότι κάποιοι απο τους αναγνώστες του άρθρου μου θα το ακολοθούσαν, ώστε να μπούν να διαβάσουν και άλλα (θέλω να πιστεύω ενδιαφέροντα) άρθρα στο blog μου.
2. Social Media.  Τα Social Media -εαν χρησιμοποιηθούν σωστά-μπορούν να ενημερώσουν το κοινό για την εταιρεία και τα προϊόντα/υπηρεσίες σας. Για να γίνει αυτό όμως θα πρέπει να αφιερώνετε κάθε μέρα προσωπικό χρόνο και προσπάθεια. Να θυμάστε πάντα ότι δεν τα χρησιμοποιείτε για να κοροϊδεψετε τον κόσμο. Κάποιοι δημιουργούν παραδείγματος χάριν μία σελίδα στο Facebook και ανεβάζουν καθε μέρα ανακοινώσεις της εταιρείας τους-ουσιαστικά hard selling μηνύματα. Ετσι δεν πρόκειται να κερδίσετε κάτι, γιατι και οι λίγοι φίλοι που έχετε, θα βαρεθούν πολύ συντομα και θα φυγουν. Αντιθέτως, θα πρέπει να έχετε διαφορετική προσέγγιση: θα πρέπει να ανεβάζετε νέα που αφορούν την αγορά που ενεργοποιείται η εταιρεία σας (π.χ. εάν είστε λογιστικό γραφείο μπορείτε να ανεβάσετε ένα Link απο μία νέα εγκύκλιο του υπουργείου Οικονομικών σχετικα με Φορολογικά-Τελωνειακά θέματα), ή να προτείνετε απλές και χρήσιμες συμβουλές στον τοίχο σας (π.χ. λίστα με e-mail και τηλέφωνα για τις ΔΟΥ). Κάνοντας αυτά θα μπορείτε επίσης να ενημερώσετε τον τοίχο σας (Facebook) σχετικά με τα προϊόντα / υπηρεσίες της εταιρείας σας. Το συμπέρασμα ειναι ότι εάν αποφασίσετε να εμπλακείτε με τα Social Media να το κάνετε με σωστό τρόπο και σεβόμενοι -πάντα- το κοινό τους. Εαν το κάνετε βομβαρδίζοντας τους με μηνύματα πώλησης, δεν θα επιτύχετε απολύτως τίποτα.
3. Links σε credible sites.  Εχοντας δημιουργήσει ένα ενδιαφέρον άρθρο (π.χ. στην δική μου περίπτωση σχετικα με την Λιβύη και την πτώση του Καντάφι), μπορείτε να επισκεφθείτε news portals της Ελλάδας και του εξωτερικού και κάνοντας Login για να μπορείτε να σχολιάσετε τα άρθρα τους, να κάνετε ένα Post- σε σχετικό θέμα με το θέμα του άρθρου σας- στο οποίο θα αναφέρετε αφ’ ενός μέν ποιός είστε και αφ’ετέρου δε, ότι έχετε γράψει ένα αρθρο σχετικό με το θεμα του news portal – αφήνετε και το Link σας, με την ευγενική σημείωση, πώς εάν κάποιος θέλει μπορεί να το διαβάσει. Εάν είστε ευγενικός και ειλικρινής και εάν το άρθρο που έχετε γράψει είναι πραγματικά ενδιαφέρον, τότε θα καταφέρετε πολλοί αναγνώστες του News portal να το ακολουθήσουν και να το διαβάσουν. Προσοχή όμως γιατι η διαδικασία ειναι δίκοπο μαχαίρι. Η Google αξιολογεί ακόμα και τον χρόνο που οι επισκέπτες μένουν στο site σας, πράγμα που σημαίνει ότι εαν το αρθρο σας δεν εχει valuable content, τότε οι επισκεπτες θα μείνουν ελάχιστα στο site σας, και η Google με την σειρά της, καταγράφοντας το γεγονός/τάση ότι οι επισκέπτες στο site σας έμειναv έλάχιστα, θεωρεί αυτόματα πως εφυγαν γιατι δεν τους ικανοποίησε το content σας-και άρα θα σας αξιολογήσει με πολύ χαμηλό βαθμό. Συνεπως δεν έχει σημασία εαν εσείς καταφέρατε –βάζοντας Link π.χ. στους ΝΥ Times – να επιτύχετε 100 επισκέπτες να ακολουθήσουν το Link σας. Σημασία έχει, να μείνουν αρκετή ώρα μέσα στην ιστοσελίδα σας, και να μην φύγουν κατευθείαν, και με έναν μόνο τρόπο μπορείτε να το επιτύχετε αυτό: μέ valuable content.

 Ελπίζω να σας βοήθησα –έστω και λίγο- να καταλάβετε τι σημαντική διαδικασία ειναι για κάθε εταιρικό site η συγγραφή άρθρων και κειμένων, καθώς και πόσο σημαντικό είναι να είστε αληθινοί απέναντι στους επισκέπτες / χρήστες του Internet  & των Social Media.

Ο Μιχάλης Ορφανός ειναι Marketing Manager & SEO Expert για το naro.gr

Μοιράσου το με:

by Michael Orfanos

Try placing yourselves into Qaddafi’s shoes for a moment. You have been the absolute ruler of Libya for almost 40 years now, with unlimited powers, however things don’t go as planned lately, and rebels are marching towards your capital -in order to overthrow you- aided by NATO forces that place your demoralized troops under severe bombardment causing them heavy casualties. Your regime is on the verge of collapse, while you’re losing fast political allies and public support. You now realize that you have a limited time window for action, in order to save your regime, what do you do? Well, Qaddafi decided it was time to go lobbying…

Case 1: “State Department’s Golden Boy to the rescue!”

Al Jazeera news producer Jamal Elshayyal visited the deserted central offices of the Libyan Intelligence Agency, initially looking for files entitled “Lockerby” or “IRA”, however, he found out something astonishing: he found out secret files containing minutes of meeting of a secret meeting between former State Department member Charles David Welch and 3 high-profiled Qaddafi deputes, on August 2, 2011 in Cairo.

“Who the hell is David Welch and why he did that?” you may ask. Well, former State Department official (under the Bush administration) David Welch, was a US career diplomat, having as his personal career highlight the US-Libya Comprehensive Settlement Agreement Act (August 14, 2008). The latter settled the amount of compensation for both families of American victims (Lockerbie bombing was one of them) and Libyan (bombing of Tripoli and Benghazi-1986). As a result of this agreement, US restored Libyan government’s immunity from lawsuits accusing the Qaddafi regime for terrorist acts. For David Welch this agreement meant that he could now resign from his position and pursuit work in the private sector- he joined “Bechtel” the same year, a multi-billion corporation that was interested in getting  Libya’s oil and natural gas business. What a coincidence eh?

The Minutes of Meeting found regarding the meeting between David Welch and officials of the Qaddafi regime, in Cairo 2, 2011, are quite revealing: Welch advised them to take “confidence building measures”. This meant the recruiting of high profile US political and public opinion personalities, in order to influence US (mainly) and world public opinion in favor of the Qaddafi regime. Also, Welch proposed to his new clients a way to undermine Libya’s rebel movement, by “surfacing” of forged papers demonstrating a close cooperation between Libyan rebels and Al Qaeda (!). Welch added that: “…it’s better to receive this information as if it originated from these countries (Israel, Egypt, Morocco or Jordan)”. In addition, the former State Department official said he would be gladly to “…convey everything to the American administration, Congress and other influential figures”, while he also proposed that “Qaddafi step aside, but not necessarily relinquish all his powers”. Both Bechtel and David Welch when asked by reporters today for a comment, declined to do so.

Case 2: “The American Lobbyist’s fiasco”

Secret documents seen by Guardian’s Luke Harding also reveal another desperate attempt of the Qaddafi regime to influence US public opinion in favor of his regime. It seems that Libya’s former Prime Minister Al-Baghdabi Ali al –Mahmoudi, employed Sufyan Omeish, a US lobbyist. The latter in a letter to Baghdani (dated June 28, 2011) states: “It is clear that the NATO forces have no intention of ending their military campaign over Libya anytime soon” and goes one step further, informing him of  “evidence of covert logistical military planning for a future ground invasion in either late September or October this year”. Clearly such actions could constitute a state prosecution against Omeish, since he was providing strategic information to the “enemy” (since at that time NATO was on war against the Qaddafi regime in Libya).

However, in his following messages, Omeish turns out to be playing Baghdabi for a fool, reassuring the Libyan Prime Minster that “…we also obtained a new confirmation from a high profile Princeton professor and former UN fact finding commissioner, to join our delegation” and also about his talks with “award-winning / Oscar-nominated filmmakers to help document the truth about Libya” (!!!) and ensure global exposure. Mr. Omeish declined making any comment.

Case 3: “You got mail Mr. President!”

Former Libyan Prime Minister Baghdabi, sensing the end is near, with the rebels surrounding the capital Tripoli, decided to rise to the challenge: If you’re thinking this meant that the former Prime Minister joined the Qaddafi forces fighting the rebels and earning a glorious death, this simply wasn’t the case. He just wrote a letter personally to President Obama, complaining about the US’s “unprecedented decision” to freeze Libya’s assets, and for siding with the “evil rebels”, and quickly fled to Tunisia (where other members of the Qaddafi family are also located). This was as close to heroic as he could get…

Case 4: “The Oscar for best drama performance goes to…”

Finally, we mustn’t forget that Gaddafi himself send an appeal to both US Congress & Senate prior to the encirclement of Tripoli by the rebel forces. The letter, as it was announced by the Libyan government to the local media, would be a “slap in the face” for America. Libyan media celebrated this imminent action from their leader, as an act of defiance and bravery: Qaddafi would also include in the letter his determination to fight to death in his capital. However, the letter that was actually sent to the US Congress and Senate wasn’t quite like this. Using a humble tone, Qaddafi expressed his unhappiness about the US military assistance-through NATO- to the Libyan rebels and stated that there is actually no reason for a war, since he has no power – in fact, Qaddafi claimed to have left power in 1977 (!!). He also added that all these years since the 90’s he was working hard in order to: “establish a special relationship with the US”, claiming to be the innocent victim of France’s expansionary policies that call for indirect control of Libya under its sphere of influence.  

As an epilogue, we can conclude that Qaddafi’s lobbying efforts were feeble, incoherent and widely unsuccessful. All these initiatives made by the onetime “wanna-be-President of Africa” could not turn the tide of events that led to his eventual downfall. However, what makes the Qaddafi case so unique, is that while it is an undisputed fact, that Social Media played a significant role in the “Arab Spring”, thus the monarchs of the countries participating in the Arab Spring, tried unsuccessfully to suppress them or block free internet access in their countries, the Qaddafi regime, was the only one that tried to engage itself in lobbying-which is a distinctive characteristic of the American political system. This means that Qaddafi knew the dynamics of lobbying in the American political system, and tried to exploit it in order to save his regime, which can be seen as a quite unique phenomenon, in global politics

Michael Orfanos is Marketing Manager and SEO Expert for naro.gr

Μοιράσου το με:

by Michael Orfanos

One of the most famous Aesop myths is the one where a hare challenges a tortoise into a race. The race is on, and almost immediately the hare rushes into it, gaining substantial distance over the tortoise. However, having already covered half the distance to the finish line, the hare – clearly underestimating the tortoise- stops and decides to rest & take a nap. This proves to be a fatal mistake, because the tortoise eventually covers the distance and finishes first, commending that: “Plodding -not speed- wins the race”. I find that the moral of the story is also very enlightening regarding SEO: speed will not make you a winner- SEO requires dedication and time, in order to achieve credible results.

 In order to succeed in SEO (Search Engine Optimization) you must have the following:

1. Vision: What you want to achieve be employing SEO. State your goal.
2. Target Segment: Must determine the audience type that you plan to appeal to.
3. Strategy: A list of steps that will lead you to your goal-a detailed plan in other words.
4. Create worthy content: Attract your audience’s attention: offer them hints & tips, advices, news they’re interested in, and provoke discussions. This is very important. If your content is worthless, then you just have condemned your SEO efforts to failure. All SEO professionals agree:  “Content is King”.  
5. Long term commitment to SEO and Social Media activities: Get to know your audience/target group and try to best serve them. Establish your credibility by offering valuable advice and build a bond of trust with them. This takes A LOT OF TIME.
6. Promotion: Inform your audience about your company/products. At all costs, avoid a hard selling policy that will irritate your target group, resulting in your isolation and disrepute.
7. Learn to adapt or extinct: Monitor your competitors. Single-out the most prominent of them, and apply stealth tactics in order to study them closely.

 Quite often these days, you come across some professionals (or companies) in the market who are very much interested in SEO, but they expect immediate results and take as granted that their participation in the whole project is limited only to the part of paying for the services rendered (for SEO). This not true, and I always take time explaining to them, that their participation in the SEO project is vital. Without their insights, support and knowledge any SEO effort is doomed. In addition, I always emphasize to them, that SEO requires considerable time in order to achieve results. Many clients have the erroneous perception that as soon as you set Meta title/keywords/descriptions and a Facebook / Twitter account, success will be waiting for them in the next corner. This is not true however, and I always find myself enjoying giving them a wake-up call and forcing them to embrace reality-especially their look of disappointment, that you can easily distinguish if you take a closer look to their eyes and face expressions. Man I just love it! 

 Speaking from experience –as an SEO professional- I can only say this: SEO requires that you invest heavily in time and in effort in order to achieve success: countless hours of Social Media engaging, writing Press Releases / valuable content and link building. It must be understood that entering the realm of SEO requires customers’ long term commitment, and is a decision that shouldn’t be taken lightly. And that’s why companies engaging in SEO efforts must adopt the tortoise behavior (small steps at a time, good organization, and long term commitment) and not the hare’s (rushing for results from day 1).

Michael Orfanos is Marketing Manager and SEO Expert for naro.gr

Μοιράσου το με: