reCAPTCHA Mailhide secures your e-mail link online

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I just came across a fantastic free service which utilizes the CAPTCHA image generation feature (you know, the hard-to-read distorted words on website registration forms) that offers a free service for performing the same protection for linking to an e-mail address:

A CAPTCHA is a program that can tell whether its user is a human or a computer. You’ve probably seen them — colorful images with distorted text at the bottom of Web registration forms. CAPTCHAs are used by many websites to prevent abuse from “bots,” or automated programs usually written to generate spam. No computer program can read distorted text as well as humans can, so bots cannot navigate sites protected by CAPTCHAs.

Here is a link to my e-mail address (fill out the reCAPTCHA form and you’ll get my unencrypted e-mail address). This is perfect for posting your address publicly, but protecting it from being picked up by spam bots/spiders that routinely scour websites for e-mail addresses. I’ve also posted this link in the “about the author” page on this blog, too (no more having to contact me through my LinkedIn profile!).

Furthermore, reCAPTCHA also has the added benefit of using their API to help digitize books:

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Improved video playback on SuperMotors with Flash

Here’s an example of how we’ve used Flash to implement improved video playback on SuperMotors. It’s YouTube-like, and we still need to add in some additional sharing capabilities, but it’s a major improvement over our previous method of only allowing viewers to download videos (as opposed to playing them directly in their browser or embedding them within a page on another site).

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Scotts’ great, timely lawn care newsletter, but falls short of convenient-to-use

This morning I received a my Scotts Lawn Care update newsletter. I love this newsletter! Anything to help me out with what to do next with my lawn, which fertilizer to use, how to control weeds during this time of year, etc. is welcomed information. Here is a screen shot of the top half of the newsletter, personalized with my account information, and with a call-to-action on “What to do now”:

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Great! The weather’s getting really warm here and I can tell the lawn isn’t growing as quickly as it has been several weeks ago — typically an indicator that it’s time for another feeding. So, I click on the “What to do now” link:

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Not good! Scotts is assuming I’m already logged into the site. What’s interesting is that they provide quick links to be able to modify subscription preferences for e-mails without having to login, but they don’t include a way for me to directly link to the “next steps” that already includes my zip code. Since they already sent me an e-mail, they have my account on file with my zip code — they should implement a way for me to link directly to the “what to do next” that applies to my account and zip code.

I enter my zip code and get the following:

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Fair enough, a few quick links to suggestions on what to do next. Having already visited their site before and setup an account, I decide to log in so I can get the full details on what’s next in my Soctts Annual Lawn Care Program. After logging in, I click on the Annual Lawn Care Program link:

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I have to enter my zip code again — even though I’ve already entered it once AND have logged in. This is a major usability oversight.

The conversion funnel for Scotts should look like this:

  1. Deliver targeted, personalized e-mail to remind consumer the next feeding for their lawn is due.
  2. Visit annual planner for their location
  3. Identify next product needed based on time of year
  4. Provide store locator information for nearest retailer

Instead, their conversion funnel looks like this:

  1. Deliver personalized e-mail to remind consumer the next feeding for their lawn is due
  2. Provide a link to “what to do now”
  3. Require zip code to be entered (despite linking directly from e-mail or already being logged into the site)
  4. Show consumer generic page with possible suggestions on their zip code of what’s next
  5. Link consumer to the annual planner for their location
  6. Require entering of zip code again (despite having already entered it)
  7. Require specification of grass type (even if they are already logged into their account and have specified this in a previous session)
  8. Require specification on where consumer normally shops for Scotts products (even if they are already logged into their account and have specified this in a previous session)
  9. Identify next product needed based on time of year

9 total steps in the actual process versus 4 steps of what the process could be. Scotts already has all of the information available to them when consumers visit the site, it’s just a matter of streamlining the conversion funnel so the consumer doesn’t have to jump through all of the hoops.

If Scotts is requiring consumers to enter this information every single time they visit the site, then there’s no value-add for registering an account with them. Registering an account should always provide quick access to information you routinely enter on a website.

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MFA (Made For Adsense) sites removed as Adsense publishers

Initiatives like these make me a happy advertiser. Google has performed another wave of crack-downs on MFA (Made For Adsense) sites. These are sites which offer little-to-no content value and are specifically designed to lure uneducated web surfers into their sites to only get them to click on a sponsored link. The typical trick is to bid on low-volume keywords in an effort to turn around and get surfers to click on higher-priced keywords in the Adsense ads placed on these sites.

A quick search for “levolor blinds” produces a search result for a site called http://www.all-window-blinds.net and http://www.wholesaleblind.org.

These sites present a problem for advertisers and brands for the following 3 reasons:

1.) MFA sites derail the consumer
For the consumer looking for real information on a product, this creates an unnecessary step. For a product category already as confusing as blinds and shades, the last thing our industry needs is another speed bump in the research process.

2.) They drive up pricing of keywords for legitimate customers (as well as brand advertisers)
As we know, search advertising is based on “highest bidder wins.” The bidding will go as high as the competition is willing to pay — MFA sites force legitimate advertisers to increase their bids to gain higher positions in sponsored search results. Furthermore, if an advertiser is not careful, they may be placing sponsored links on MFA sites and be getting charged for ad impressions/clicks on these sites.

3.) They dilute a brand name
For manufacturers of brand names that mean something to the public, any tasks associated with the research of your brand name can reflect positively or negatively. A brand who does not have sponsored links under control both with their partners and by eliminating MFA sites altogether will suffer from having a product that becomes difficult to find credible/relevant information about online.

How would you like to be competing for advertising space amidst other companies who had nothing to offer in regards to your products? Who wants to dial a phone number from a classified ad found online only to be met with a recording that provides other phone numbers to call to find the product you’re looking for? I hope Google makes it easier for the community to report MFA sites in the future. This will help them create a sweeping algorithm to eliminate more MFA sites from their list of Adsense publishers.

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Positioning yourself as a “go to” person for your department or team

Recently, a post on the CIO advice and opinion forum posed the question about working your way up the IT food chain. This made me think more about advice for IT, developers, and general “tech” people and how they can break the mold of IT and advance up the department ladder. Some developers or engineers find themselves working for managers who “have no clue.” What they don’t realize is the managers have the ability to work with internal stakeholders effectively and translate business problems into requirements for the technical team to implement.

Here are some examples of how you can position yourself more effectively with other departments in your organization so they look at you as the “go to” person not by just the title on your business card, but by the value you bring to their business functions.

The title on your business card defines what you do, not how you do it
The title on your business card does not always mean you are viewed as the “go to” person for your functional area — I have experienced plenty of people in business who are avoided at all costs due to lack of strategic and/or big picture thinking within an organization or on a project. Your title defines what you do, but how you go about doing it is another game completely.

In IT, understanding the needs of another department is extremely important when they come to you with a question or request. Nobody likes feeling stupid, and this is one area where IT typically falls short — fail to understand the problem, provide short, non-descriptive answers to questions, and allow the uneducated business person to craft the design requirements for a (web) project that makes little sense. This then results in an application or solution that underdelivers due to poor planning and creates a customer (the employee in the other department) who is unhappy.

Picture yourself bringing your car to a mechanic for service…how do you want to be treated?
(This is often times an easy analogy to make, so if you already understand cars, then pick another area where you are not as knowledgeable in and put yourself in the position of that customer.) You drive your car into the shop — it’s vibrating whenever you “drive it” and you obviously want it fixed because A.) it’s annoying and B.) it seems very unsafe!

Now, there are two ways to approach this: probe deeper, ask questions to help you navigate the troubleshooting process with the customer face-to-face, or take the car and run a series of tests that run the risk of looking at an area of the car that is not broken (and in the end not be able to find anything wrong — we’ve all experienced this, and it’s frustrating!). Vibration in a car can be a number of things — bad brakes, unbalanced tires, unbalanced driveshaft — the list goes on, and can be varying degrees of technical explanation depending on the customer’s expertise on the matter. A “go to” person asks questions because they genuinely want to help.

Sometimes the problem described is not the source of the problem at all
Odds are the customer doesn’t know exactly what the problem is, but they may suggest a fix because they don’t want to appear stupid in front of you. This happens countless times in business! They could say “the tires feel out of balance” but in reality, it could be that the vibration only occurs during braking, which generally points to warped brake rotors (among other things). Being the responsible businessperson you are, you would always start this process by going back a step or two to understand the customer’s needs and a description of the problem.

This will ultimately lead to a more accurate and timely resolution to a problem and a solution that hits the nail on the head. Part of being the “go to” person is providing that guidance that other departments lack — knowing they can come to you with an idea and you can help them make the most of it without making them look incompetent is critical in business. You will turn them into repeat customers.

Your customers (fellow employees) don’t really care about your deadlines
Another problem area in IT is the ability to turn on a dime or the tendency to paint a dreary picture from a resource standpoint. Just like bringing your car to the shop, you don’t really care to hear about all of the other work the shop has queued up, so spare your own internal customers (fellow employees) the details. Explain that you want to help them, understand their timeline, and fit their project into the mix where you can. If you make other departments feel like you’re doing them a favor for every request they come to you with and that it feels like pulling teeth just to get some time, you will lose your position as the “go to” person. Likely, they will look elsewhere or even outsource — at which point you’re cut out of the process completely.

A “go to” person follows up.
Ever brought your car to a mechanic, the expected due date comes and goes, and you never hear from the service manager? Avoid this situation at all costs. Manage your customer’s expectations, and provide reasons for why you’re going to be later than promised. Things happen, deadlines change, but how you manage the situation will also improve the satisfaction and perceived value you bring to a project and will ultimately paint you as a “go to” person. The “go to” person gets things done and follows up when they have or haven’t been accomplished. It’s just that simple.

Work through the process and/or problem, don’t work around it or point fingers
Many times IT is looked at for solutions to sharing data or information with other internal departments or external customers. This often times means creating a new process for the application or implementation you’re building on behalf of a department. If the success of your project implementation depends on the actions of another person or department, then work with them until their job is finished. Unless explicitly told to do so, don’t “pass the buck” and assume your work is done when another department has to get involved. Part of being a “go to” person is finding the answers to problems that are outside of your current knowledge or your functional area’s expertise.

Your internal customers may not realize the amount of collaboration involved, so don’t hesitate to give them a high-level (notice the phrase “high level” — avoid the technical details!) overview of what’s being done throughout the project. This is what will make them look to you in the future for other projects and view you as a “go to” person.

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