Web Strategy: Using Delicious for Marketing Research
Delicious is Social Bookmarking
Folks mention that Delicious (A Yahoo Property) is great for finding information later that you’ve saved, or information that other folks have seen, like Social Bookmarks. It’s always interesting to see what people tag your website as. Here’s what people have tagged this blog with. The only tag that really surprises me is all the web 2.0 tags as I don’t consider myself a web 2.0 expert. Here’s the delicious tags for Hitachi, or Web Strategy.
A non-hierarchical keyword categorization system is used on del.icio.us where users can tag each of their bookmarks with a number of freely chosen keywords (cf. folksonomy). A combined view of everyone’s bookmarks with a given tag is available; for instance, the URL “http://del.icio.us/tag/wiki” displays all of the most recent links tagged “wiki”. Its collective nature makes it possible to view bookmarks added by similar-minded users. -wikipedia
Use Delicious to understand how folks think of things
You can do your own searches (try your company name or product name) to find out what others think of it. Here’s some of the Delicious features you can View recent entries, popular entries, popular tags
Reverse Engineer your Search Marketing Research
Tie this into your web marketing efforts, the keywords that folks are tagging information with should also extend to your Search Engine Optimization programs such as metatagging your content, or making text match the same keywords. Also consider extending these keywords into the Search Engine Marketing keywords that you’ll be buying. After all, this is how the end user or consumer is thinking about your webpage.
Audience
I’m sure delicious users are only a small segment of the web users, but the fact that they’ve taken time out to tag your content deserves some credit, take the time at least to understand how they’re tagging your content (or your competition)
Additional Resources
- People Over Process: Delicious for Marketing
- Scrappy Marketing Solutions: Reverse engineering how folks find information –smart thining here
- Steve Rubel points out you can use Delicious as a communication medium, you can contact people using delicious, wow
- Adobe has an ‘official’ profile, this is smart (Edit: Got Inspired and created my own)
- Flipside: Creating a Meta-Utopia in a Controlled Environment
11 Comments so far
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Jeremiah,
Interesting strategy. I am just getting my feet wet in social bookmarking, but I can definitely see the benefit in seeing how other people are referring to your information or your website. Provides some unexpected results for sure.
Thanks for the link to my Scrappy Marketing blog, Jeremiah! I love the idea of creating specific del.icio.us link lists to be able to “pass around” for publicity purposes. I’m also going to encourage my marketing clients to create del.icio.us accounts for their niche, to be able to “give” to the media for background information on their industries.
[…] I don’t contribute to Delicious that much, I’ve only added a few strategic tags for my employer, I did talk about how to use Delicious for a web marketing research, it can help provide intelligence about folksonomy which could aid in SEO/SEM tactics. […]
[…] Being a secured app, folks could benefit from not having to worry about competitors finding out about tags, I document how to do this for Web Marketing Research. There’s a pretty nifty tag cloud feature, which can easily help identify the information architecture hot spots in your orginzation. I expressed to the Puneet that fast adoption will be needed, fortunatly, he had the foresight to present at next week’s Office 2.0 event in SF. I gave Puneet some Web Strategy suggestions, to get folks in the enterprise to adopt quickly, consider partnering with a evangelist, harness social media, partner with other enterprise apps like Sharepoint, Facebook, Linkedin, Browsers, or provide a widget for enterprise blogging packages. Puneet will need to move quickly, as I suspect that Delicious or browsers will offer services like this in the near future. […]
[…] While Del.icio.us is great for social bookmarks, employees must be careful in information shared or bookmarked. There are some nice integration features with Google enterprise search. I recently gave some advice on how to use Del.icio.us for Marketing Research. ConnectBeam provides enterprises with the ablity to have a richer experience as this enterprise tagging can be shared securely within an enterprise intranet environment. Users can share information via tagclouds, organize by groups and easily find out what others are tagging. There are some other features that are coming, be sure to keep an eye on this company. […]
[…] I) Tagging, Collective Tools: I’ve discussed how tagging can be used to harvest marketing intelligence as well as help your SEO results. See using Delicious for Market Research. […]
[…] Web Strategy: Using Delicious for Marketing Research (my thoughts from a few months back […]
Not to mention all the pligg and markaboo based digg and delicious clones out there. For instance, check out http://www.danogo.com/bookmarks as an example.
Look out for open source and white label bookmarking to explode just like Ning and Kickapps has for social networking.
[…] If you’re a web strategist, you should be looking inside of these tools, look up your content (and your competitors content) and see how the content has been tagged, commented on, and what members have said. You can both find influencers in your market, learn about how to create metadata, SEO, SEM keywords, and gather other intelligence. If you’re truly savvy, you should be tagging all your own content in both of those websites. More here: Web Strategy: Using Delicious for Marketing Research. […]
[…] Web Strategy: Using Delicious for Marketing Research (tags: del.icio.us socialbookmarking strategy) […]
[…] tagging can be used to harvest marketing intelligence as well as help your SEO results. See using Delicious for Market Research. Properly tagging content as well as researching how tags are used will help communities find your […]