The Open System Interconnection Reference Model (OSI Reference Model or OSI Model) is an abstract description for layered communications and computer network protocol design. It was developed as part of the Open Systems Interconnection (OSI) initiative. In its most basic form, it divides network architecture into seven layers which, from top to bottom, are the Application, Presentation, Session, Transport, Network, Data-Link, and Physical Layers. It is therefore often referred to as the OSI Seven Layer Model.

A layer is a collection of conceptually similar functions that provide services to the layer above it and receives service from the layer below it. On each layer an instance provides services to the instances at the layer above and requests service from the layer below. For example, a layer that provides error-free communications across a network provides the path needed by applications above it, while it calls the next lower layer to send and receive packets that make up the contents of the path. Conceptually two instances at one layer are connected by a horizontal protocol connection on that layer.

If you require above OSI scheme picture without copyright marking (avaliable as psd and jpeg file) please contact me hir3me@gmail.com

Find out more about Internet in post about DNS.

AdWord Expert Guide

This  PDF offers info about how to monitor and improve your ad performance through analytics and optimization, and streamline account management with free Google tools. This is ebook contains advanced information so if you’re just getting started with AdWords, first read first the Google AdWords Beginner Guide.

Expert Pathway – table of contents:

1. Tracking Ad Performance
1.1     Quality and Performance Basics
1.2     Ad Visibility and Troubleshooting
1.3     AdWords Reports
1.4     Basic ROI and Conversion Tracking
1.5     Advanced Conversion Tracking
2. Optimizing Ad Performance
2.1      Optimizing Overview
2.2      Optimizing Your Website
2.3      Optimizing Your Account
2.4      Specific Optimization Strategies
3. The AdWords Toolbox
3.1     Account Performance Tools
3.2     Troubleshooting Tools
3.3     AdWords Editor
4. Google Analytics
4.1     Google Analytics Basics
4.2     Google Analytics Reporting
4.3     Google Analytics Goals and Filters
4.4     Driving Improvements with Google Analytics
5. Managing Multiple Accounts
5.1     My Client Center
5.2     Selling AdWords
5.3     The AdWords API

Download PDF:

Google AdWords Expert Pathway.pdf

Google AdWords Beginner Online PDF

Considering AdWords, or getting started? Learn the basics to get your ads up and running. PDF file based on information from official Google Training materials (http://adwords.google.com/support/aw/bin/static.py?page=guide_toc.cs&path=beginner&id=default) containing:

1. Introduction to AdWords
1.1    Overview of AdWords
1.2    AdWords Policies
1.3    Pricing and Ranking
2.    Getting Started with AdWords
2.1     Account Types, Setup and Structure
2.2     Account Navigation
2.3     Account Organization, Keywords and Ad Text
2.4     Using Different Ad Formats
3. Targeting
3.1    Search and Contextual Targeting
3.2    Placement Targeting
3.3    Language and Location Targeting
3.4    Keyword Targeting
3.5    Combining Keywords and Placements
4.    Costs and Billing
4.1        Cost Control
4.2        AdWords Billing Cycle
4.3        Payments Outside the U.S.
4.4        AdWords Invoicing

Download PDF below:

Google AdWords Beginner Guide.pdf

The Internet is a playground

27b/6 – 27bslash6.com

From: Simon Edhouse
Date: Monday 16 November 2009 2.19pm
To: David Thorne
Subject: Logo Design

Hello David,

I would like to catch up as I am working on a really exciting project at the moment and need a logo designed. Basically something representing peer to peer networking. I have to have something to show prospective clients this week so would you be able to pull something together in the next few days? I will also need a couple of pie charts done for a 1 page website. If deal goes ahead there will be some good money in it for you.

Simon

From: David Thorne
Date: Monday 16 November 2009 3.52pm
To: Simon Edhouse
Subject: Re: Logo Design

Dear Simon,

Disregarding the fact that you have still not paid me for work I completed earlier this year despite several assertions that you would do so, I would be delighted to spend my free time creating logos and pie charts for you based on further vague promises of future possible payment. Please find attached pie chart as requested and let me know of any changes required.

Regards, David

From: Simon Edhouse
Date: Monday 16 November 2009 4.11pm
To: David Thorne
Subject: Re: Re: Logo Design

Is that supposed to be a fuc..g joke? I told you the previous projects did not go ahead. I invested a lot more time and energy in those projects than you did. If you put as much energy into the projects as you do being a dic..ead you would be a lot more successful.

want to see reply to this? it’s getting only better – read more

A study from Euro RSCG Worldwide showed that people are more likely to behave more differently online than they would during face-to-face interactions. About 43% of respondents feel less inhibited online, according to research.

With people displaying less inhibited behaviors, brand marketers need to remain aware of how brand messaging is being distributed over the Internet, as consumers can display positive and negative behaviors. A little over 30% of consumers feel more empowered over the Internet to do things they have been wanting to do. Approximately one-fifth of the survey’s respondents had already negatively spoken out about or at a company and its brand.

However, it is important to realize the stigma associated with online social networking is disappearing. For example, 57.6% of respondents disagreed with the statement that “online socializing is for sad, antisocial types.” Finally, 48.7% of Internet users also find online interaction more convenient than offline interaction. Despite these results, it is important to blend offline elements into a marketing campaign in order to alleviate any negativity consumers have exhibited about a brand via social media.

Source: eMarketer; November 30, 2009

Social media plays a role in how consumers are learning more about certain brands according to a joint study by Performics, the marketing branch of Publicis Groupe’s VivaKi Nerve Center, and ROI Research, an analytics and technology firm.

Research shows that Twitter drives most consumers to look for a product on a search engine, with 48% searching for the product after reading about it on the popular micro-blogging website, compared to only 34% on other social media sites.

Michael Kahn, Performics Marketing Senior Vice President, said, “Being in a social network is like going to someone’s barbecue. People are talking about the experiences of their lives. The sharing experience that happens in the physical world also happens in the social.”

Likewise, 30% of 3,000 active social networkers admitted to learning about a product, brand or service on a social network site such as Facebook and Twitter. Twenty-five-percent actually visited an online retailer’s website after learning about the product on social media sites. Forty-four-percent of survey respondents have already recommended a product on Twitter and 46% claim they would recommend a product on Facebook.

Consumers are more tolerant of brand marketing messages than previously thought and open to online interaction in regards to various products, services and brands. To read more about how consumers are finding out about and recommending brands, read Laurie Sullivan’s full article here.

Source: MediaPost Publications, Online Media Daily; November 5, 2009

Must-read recommendations
Great motivation secrets of great leaders
By John Baldon

For those who are not following TV show visit website http://www.tv3.ie/shows.php?request=theapprentice to find out what I want to talk about.

In brief info shot it is show where world most successful individuals are looking for their apprentice. This year it is Irish Business icon Bill Cullen*

8th of December show on TV3 should be very interesting.
Contenders have passed stage of small (sometimes ridicules) tasks like selling Ice Creams on St. Stephen and it is the Interviews times.

Remaining candidates are:
GERALDINE O’CALLAGHAN (Irish Spirit kind of girl )
STEVE RAYNER (The Bible Sale Man)
STEPHEN HIGGINS (Strong outside, weak inside?)

What I am most interested in is the ultimate interview of each candidate with Brightwater Recruitment Specialists. Especially Mairead Fleming which seems to be very professional, and I personally would be a bit stressed heading towards such interview with her. She seems to very lovely and calm women on the other side, which might get you confused and maybe too relaxed, but be aware. Such professional will not miss even smallest detail.

To give my opinion about those 3 individuals:

Geraldine – she is very energetic and enthusiastic, and she played well especially with guys in the show . But is feminise her all attributes above others? She can grow to quite ‘nice’ businesswomen I’d say.

Steve – he is a bit like those Bible sale people knocking on your doors. There are areas where he is weak, but such brilliant sales skills might allow him to shine from the crowd. Will that be enough? 1 task man, well those days you have to be multi everything. Can he adjust?

Stephen – this man is playing stronger outside then he is inside. You could spot this during the presentations he was doing. The ‘fake’ confidence I would call it. The calm behaviour and muscular posture could be a bit alarming. Bill seems to like it, as he like strong personalities in professional/mental aspects. But he didn’t prove his brilliance at all so far. We will see if he will break during the interviews…very self-controlling person.

That is all, I wish all the best to all of them. It does take a lot of guts get as far as they did. Determination and ‘hunger’ for success. They all are very driven people so I am sure they going to do just fine in their future.

—————

*(Born and bred in the rough inner city slums of Summerhill in Dublin, Bill was one of fourteen children.

Selling on the streets from the age of six, be it fruit, flowers, newspapers, Christmas decorations, football colours, or programs, was a means of putting food on the table for Bill and his family. He finished school at thirteen to go on the street full-time.

In 1956 Bill got a job as a messenger boy for a pound a week at Waldens Ford Dealer in Dublin. Through hard work and unrelenting determination, Bill was appointed director general of the company in 1965 and went on to set up the Fairlane Motor Company, which became the biggest Ford dealership in Ireland.

In 1986 he took over the troubled Renault car distribution franchise from Waterford Crystal. His turnaround of that company into what is now the Glencullen Group is a business success story – the group now has an annual turnover of €350 million.

Bill Cullen is a director of the Irish Youth Foundation and in 1998 was a recipient of the Lord Mayor’s Award for his work with the disadvantaged young people of Dublin. In September 2004 Bill was awarded the inaugural Princess Grace Humanitarian Award.)

—————

ps If you have link to youtube ad going: The qualities I brung to the table are me articulation skills

let me know

Thanks for reading

DNS stands for ” Domain Name System” and helps resolving names to IP numbers, as it is much easier for people to remember logical names rather then a 12-digit number.

In internet environment for each of us DNS is translating www.domain.com to the IP address of the web server.

Domain is basically registered extension name in Top Level Domain controlled by Internet Governance organizations (IANA, ICANN, IETF / RFC, originally ARPA) controlling DNS root servers.

Example of Top Level Domains:  .com .org .ie etc

When you registering your .com domain you subscribing to one of the resellers which are authorized to register such names to global root dns servers. It is up to reseller and Top Level Domain operator to charge or not for such name. You might come across alternate DNS structure. This is basically network of DNS servers operating independently of Internet Governance structures. As most international Internet Service Providers agreed to use only accepted by ICANN DNS root servers alt.dns servers are not very popular within ordinary internet users cloud.

Internet is free to use any open DNS server each internet user want, ISP’s are including such revolvers as part of service but any IT person can easily change it to their own or open DNS addresses.

Because Internet becoming so crowded ICANN agreed to register few new TLD’s like .mobi .info.

Domain names are closely related IP as whole Internet is based on IP addresses. IP address is (to simplify) like postal address. As each computer on internet requires both ways communication even when opening simple website, it requires address so reply to a request can find the recipient. Each computer in Internet has and IP address. It might be not visible on each computer as it might be running behind sub network using so called Internet Gateway (usually router) to get out to internet. To find out what is your ip just go to http://www.whatismyip.com/. But IP assigned to you might be dynamic (in fact 90% of home users), meaning it is changing frequently. This is up to ISP to find recipient with dynamic IP. It is getting complicated here so I am going to explain in separate post.

Now because of the very same reason Internet Governance Bodies decided to upgrade Internet technology to IPv6 (allowing 340 trillion trillion unique addresses – 3.4×10³⁸). As you can guess not only domain names are limited, but also IP addresses. Up till now Internet globally was based totally on IPv4 (allowing 4.3 billion unique addresses). Currently this is main focus of most of the ISP’s around the world. But this is what is happening now as in close future will be global standard.

More about DNS Revolvers, Master and Slaves, DNS propagation and role of each DNS record soon in separate post.

This is the model that we will accept as relevant in Internet Marketing. It is combined and adapted knowledge of 4P and 4C. If we will bring to attention facts like many industries and companies operating now didn’t exist before Internet it is obvious this adaptation is necessary. For example web developers, hosting providers, ISP’s which is currently 50% of IT sector. This is number, which cannot be ignored. In this reality 4P/4C model can be described as:

Product – Internet connection or hosting, website design

Pricing – resourced by competitors and price of Internet connection and server

Placement (or distribution) – Internet channels

Promotion – user engagement, SEO, banners, linking, social media

Looks similar as previous 4P model just with added Internet wording on the end. In ‘old market’ reality you were the manufacturer of Coca-Cola. You have built your ads, put it on TV, pay for shops, display cabinets etc. You have spent millions only on distribution and packaging. Now you are ISP company reselling hosting. Product is purely virtual and exists only in Internet, whole company and everything around it is only in Internet. It is not only communication media, it is brand new market, brand new consumers, needs, and environment. Market, which is rapidly growing and changing. Some might say, that is not the first time when new market, or new opportunities came to attention of businesses. So why is it so crucial? Let’s come back to coca-cola, well you cannot consume it via Internet, so why they need Internet campaign? To provide information, product awareness, empowering the brand, reputation, to display ads and entertain people with games and funny advertisements not available legally on TV, and implementing/programming product consciousness. All the promotion, information and distribution can be done on Internet. Additionally it provide opportunity to build something called user/consumer engagement. Internet is not only place or distribution channel, or a product itself (it is for ISP’s or for example eBay sellers). Currently it is one of the most powerful promotional tools, opening new doors to Marketing. As marketing research shows ‘word from friend’ is the best way to advertise (see below Advertising tactics graph). Attempts to do so where already taken by TV shows, like sitcoms, big brother etc where people where shown with every day product with the label of it. You might miss that fact, but it is getting into you in strange way that the product shown there is so right even for you, and it will be so obvious so you will not even wonder to choose this brand over other. Dream of any producer, marketer.

But this is what Internet marketing together with social media attempt and seems like where successful to do.
On the end fact how well the different tool performs depends not always of the tool by itself but the person who uses it. So whichever tool you choose, you should learn it thoroughly and apply it wisely

To make people to talk about product. When people decide to buy something, what they do? Research. How? Fastest and cheapest way – Internet and Google.
So how to adjust or redefine old good 4P to changing Internet reality?  Writer and editor Lers Thisayakorn took this challenge and proposed evaluated 4P/4C, the new 4V: validity, value, venue and vogue.

Validity – Product, Consumer

The old Product approach is to develop and produce a product as good as possible to market and make sales. The Consumer approach is to study consumer wants and needs, and to manufacture products in response to those needs.
Validity discover that product with great consumer needs may not be valid and need to be addressed. We have recently cases of product with great consumer demand such as toys and foods from China that needed to be moved out from the shelves due to high-risk nature of the products.
Marketing should not only consider the wants and needs of the consumers, but also other product factors of safety, environment, and social issues – Validity. Many Internet products may be of great demand to consumers but should not be marketed due to age inappropriateness.

Value – Price, Cost

Price charged to consumer is no longer a sufficient marketing parameter for it is only one part of consumer cost. If we sell product on e-bay, for example, we have to consider the cost of currency exchange lost and exchange risk to the client. Hence, a co-net work of PayPal was created to lower consumer buying cost.
Value marketing go one step further to advocate that lowest price and considerate cost are not sufficient in today’s marketing solution. As more people are getting higher up in their standard of living, people are more value conscience of what they eat, what they wear, what they drive, etc. Also, as population age distribution is shifting from the young to the old where product value is emphasised, marketing should look more to value than just the price and cost.

Venue – Place, Convenience

The whole Thai centuries old retail market is almost totally wiped out in a short time span of 3-4 years because of the shift of marketing from Place to Convenience. A distribution channel of providing just a place to buy is no longer competitive. The convenience stores such as the ubiquitous 7-Eleven or giant super stores like Tesco have seized the retails sale by providing conveniences of all kind to customers.
Convenience needs to take one step higher up to the Venue level. Venue is not only providing place for clients to come, it is sales to your home. May be we should provide our customers with a buying venue of electronic gadget of some kind instead of a place with conveniences?

Vogue – Promotion, Communication

Promotion is one way street advertisement in telling what you think is best in the promoting product. Communication, however, applies two ways traffics between the buyer and seller to advertisement. It is an “interactive” program using phone, web site, etc. to get response from advertisement.
Vogue requires more than just getting a message across and 2 ways communications. It is saying that to make an advertisement successful, it must have vogue or in trend. It must be popular, acceptable, and has great public favour. ‘

This is model that in my opinion is closest to Internet market specification. This is the more academic point of view, how it’s finding it’s reflection in reality and does it require future adjustments? Probably it does, but we need facts.  Especially if you will think of Internet as big gossip village where people are more consciousness and intelligent buyers (or they would like to think so) and where potential consumers are finding information about your company and your product. For instance if more people posting articles that they were disappointed with your product, this will build negative product image and might drastically affect sale. How to avoid it? How to build so called Online Reputation and manage complex Internet campaign?