网络营销客户端思考

    对于大部分的中国互联网企业而言,对成功商业模式克隆比“自主创新”更有吸引力、成本更低。在业务模式趋同,竞争日益白热化的情况下,网络营销能力也是一种核心竞争力。

    传统的市场营销方式相对容易,市场部只需要定期出几篇软文发给平面媒体、新闻门户等合作伙伴发布即可。但面对博客、微博、SNS等新媒体的普及导致的媒体去中心化,以及用户习惯从所谓的AIDMA营销法则(Attention关注 -> Interest兴趣 –> Desire渴望 -> Memory记忆 -> Action购买)到AISAS营销法则(Attention注意 –> Interest兴趣 –> Search搜索 –> Action行动 –> Share分享)转变,要让市场部那仅有的几个人在新形势下完美搞定网络营销挑战较大。因此好的营销工具成为市场部人员的有力战斗武器。

    很奇怪,除了一些诸如“自动发帖机”这样的客户端外,市面上似乎没有一个客户端来针对网络营销来提供一揽子的解决方案。或许有开发能力的公司内部都有一套这样的工具,只不过大家都不愿意把自己的杀手锏公开化。其实像“菊子曰”这样的客户端干这事情挺有优势的,至少比针对普通大众做博客发布工具更容易找到盈利模式。

1、网络营销客户端的需求

    危机公关: 最大限度降低公司负面新闻的影响
    舆论监控: 实时监控各种媒体有关公司的正面、负面新闻
    竞争情报分析:实时监控、收集各大竞争对手的竞争情报
    整合营销:在各大新闻门户、社区、论坛、微博等新媒体一键式发布正面新闻,EDM、SDM等 


2、网络营销客户端技术方案

网络营销,SEO,竞争情报,市场营销,危机公关

pligg SEO支持

为了更好让pligg支持搜索引擎优化,按照SEO的基本原则进行如下一些处理

pligg版本:Pligg_Beta_9.8.2

1、meta keywords和descriptions的配置

Pligg缺省情况下以提交digg内容时候定义的keywords和summary作为页面的keywords和description内容。对于一些站点缺省的keyword或description的维护,可以直接修改tempaltes/meta.tpl,但这样很麻烦,可以通过“后台管理”提供的对lang.conf维护工具来实现keyworkds和descriptions缺省值进行动态维护和修改。

方法如下:

  • 在libs/lang.conf中增加如下内容:

//<SECTION>MISC</SECTION><ADDED>0.5</ADDED>
PLIGG_Meta_Description = “ENTER YOUR DESCRIPTION HERE”
//<SECTION>MISC</SECTION><ADDED>0.5</ADDED>
PLIGG_Meta_Keywords = “ENTER YOUR KEYWORD HERE”

  • 在templates/meta.tpl增加PLIGG_Meta_Description和PLIGG_Meta_Keywords
{* define your meta data here *}

{if $meta_description neq ""}
        <meta name="description" content="{$meta_description},{#PLIGG_Meta_Description#}" />
{else}
        <meta name="description" content="Yeeach.com" />
{/if}

{if $meta_keywords neq ""}
        <meta name="keywords" content="{$meta_keywords},{#PLIGG_Meta_Keywords#}" />
{else}
        <meta name="keywords" content="Yeeach.com" />
{/if}
        <meta name="Language" content="{#PLIGG_Visual_Meta_Language#}" />
        <meta name="Robots" content="All" />

{* the extra tabs are to make it lineup when viewing the source *}
 
  • 从“后台管理”->“设定配置”->“Modify Language”修改keyworkds和descriptions

2、URL搜索引擎友好

  • 从“后台管理”->“设定配置”->“Outgoing”将Outgoing links的值设定为id
  • 从“后台管理”->“设定配置”->“UrlMethod”将URL method将值设定为2
  • 从“后台管理”->“设定配置”->“FriendlyURLs”将Friendly URL’s for stories和Friendly URL’s for categories的值设定为false
  • cp htaccess.default .htaccess
  • 登录“后台管理”->“类别管理”,得到最下方自动生成的RewriteRule,拷贝到.htaccess,替代如下内容后面的内容##### You can find the below lines pre-made for you in the category management section of the admin panel
  • 如果新增了类别,需要重新到“后台管理”->“类别管理”得到新的RewriteRule,然后拷贝到.htaccess中。
  • 之所以将Friendly URL’s for stories和Friendly URL’s for categories的值设定为false,就是为了采用id号方式,避免中文编码urlencode后,mod_rewrite处理的问题。

http://forums.pligg.com/wiki-articles/8594-url-method.html

Dynamic vs Static urls

Dynamic urls contain variables and are typically seen on database driven sites like blogs and forums. A static url does not contain any variables and does not change. Static urls are easier for your users to read. They are also sometimes ranked higher by search engines.
Examples
Dynamic url: yoursite.com/pligg/story.php?title=storytitle
Static url: yoursite.com/pligg/news/yourstorytitle

Url Method options

There are three options on the Url Method page in the admin panel. Choose Url Method 2 to enable static urls.

  • Method 1 = dynamic urls (default)
  • Method 2 = static urls

.htaccess

If you enable Url Method 2 in the admin panel you should see static urls on your site but when you click on an internal link you’ll probably get a 404 this page can not be found error. In order to work properly Url Method 2 requires modifications to your .htaccess file so that so that the new friendly urls are properly mapped to the actual files they refer to.
There is a default .htaccess file included in your Pligg installation called htaccess.default that contains a long list of rewrite commands that are meant to get you started. But you will probably need to modify this file in order to get static urls working properly on your site.

Step by Step Instructions
  1. Check with your host to see if mod rewrite is allowed. If not buy a DreamHost package to help pligg dev.
  2. Check with your host that Apache is configured to use .htaccess files (AllowOverride All)
  3. Get the latest htaccess.default from the SVN on sourceforge.
  4. Go to your admin panel/category management. At the bottom there is a rewrite rule for the categories. Copy this whole line and in htaccess.default paste over You need to copy the line for this whole thing to work right. Paste over the line: RewriteRule ^(all|pligg|category1|category2)/([a-zA-Z0-9-]+)/?$ story.php?title=$2 [L]
  5. Upload htaccess.default to your webserver in the root directory of your install. Overwrite the existing one.
  6. Rename “htaccess.default” to “.htaccess” (no quotes). Note the period in front. That period denotes a hidden file, and may cause it to disappear from some FTP clients. (You might need to enable showing of hidden files or call it by name when downloading).
  7. Turn on URL Method 2 in the admin panel.
  8. Enjoy friendly URL’s

If your Pligg is installed in a subfolder

If Pligg is installed in a subfolder: (ie : yourdomain.com/pligg/) then you will need to modify the RewriteBase in .htaccess:
Change RewriteBase / to RewriteBase /pligg/

Rewrite rule for categories

Every time you add a new category to your site you need to update the mod rewrite rules for the category urls. Simply go back to the admin panel / category management page copy the new rewrite rule and paste it on top of the old one in your .htaccess file.

It’s not working. How do i go back?

If this doesn’t work, mod_rewrite probably isn’t enabled on your webserver. You can go back to the admin panel and set Url Method to 1 again. No harm was done to any files during the instructions above and your site should operate fine without friendly urls.

3、广告

http://www.maranan.us/archives/pligg-ad-placement-tutorial/

http://www.maranan.us/archives/pligg-adsense-tutorial-yget-template/

http://www.maranan.us/archives/putting-adsense-in-your-pligg-sites/

 

 

参考资料

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