After finishing up at ZDNet.com.au recently, my friend Renai LeMay re-surfaced in a new guise. Last Wednesday was the big unveiling for his new site, Delimiter.

You can find it here:

http://www.delimiter.com.au

The site  provides news, opinions, feature articles, profiles and multimedia content exclusively about the Australian market, leaving international coverage to those overseas.

His audience is primarily professionals in Australia’s ICT industry, as well as the broader secondary community of Australian technology enthusiasts.

Hence, they primarily cover the local IT and telecommunications industries, but also the introduction and usage of consumer technology in the Australian market, as well as the top gaming stories.

Well, it’s on my Rss reader and it should also be on yours.

Good Luck Renai, big fan or your work.

Cheers

Lucio Ribeiro

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Last year myself, Zac Martin and Simon Small started a meetup/catchup/network Event in Melbourne – New Media Beers Melbourne.

we did the first and never got back….until now. Be ready for the next round of beers, wine (Simon…) and Bacon.

New Media Beers Melbourne

Friday 29th January / 7.00pm
The Cabinet (we’ve reserved the balcony facing Swanson Street)
11 Rainbow Alley (left off Little Collins Street heading to Russel Street) – 03 9654 0915

Please help to tell others, we do have a balcony fully reserved…

#NMBMelb twitter  and Facebook event.

Cheers

Lucio

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Marketing Mag has released their 2010 Media Survival Guide.

I received the edition some weeks ago and it’s packed full with nine sections of marketing goodness, industry comment from association heads and experts in their fields, comprehensive case studies from brands such as Google, Peroni, Budweiser and MySpace, along with articles on varied subjects like web analytics, mobile microformats and Japanese subway advertising and marketing.

Each section also features a marketer profile with brands such as Deloitte, Dell, Commonwealth Bank, Jaguar, and Subway.

On the Search and Online Marketing section it couldn’t be better, real guns Julian Persuad, Phil Duffield and more.

I couldn’t be happier to be part of the “around the Table” on Search and Online Marketing section. Good work and thanks to Sean and Kate.

Read the edition and be prepared to 2011.

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That’s how it goes.

It’s just a USB drive, casually dropped by an employee entrance, in the cafeteria or next to a cubicle.

But what happens to that drive can tell worlds about your company’s IT security.

An employee wanders by, picks up the drive and, out of curiosity, sticks it in the computer at his or her workstation. The drive contains infected code that compromises your system.

Evaluating your company’s security vulnerabilities is the first step toward plugging those gaps and preventing costly data losses and security breaches that could compromise both information and your company’s reputation. For some small to mid-size businesses, evaluating security is a requirement of doing business with government agencies, credit card companies or health-related companies.

But utilising an ethical hacker can make sense for your business even if you’re not required to do so.

For a few thousand dollars, an ethical hacker can give you a sense of areas you need to shore up.

A lot of small business owners think, ‘We’re a small company. Why would anyone want to access my environment?’’.

You’re more of a target than you might imagine, it is the small businesses that are frequently entryways to bigger businesses.

What an ethical hacker does

A robust security check will do more than simply attempt to penetrate your IT system from the outside.

Depending on the level of service for which you contract, an ethical hacker will:

• Evaluate vulnerabilities in IT infrastructure;
• An ethical hacker will indeed attempt to access your critical data as a malicious hacker would, running network, web application and client application tests. Frequently, as organisations grow and evolve, “bits and pieces” of data are left exposed and forgotten.

Social engineering tests reveal how your employees handle situations that put your critical information at risk.

These tests can mirror phishing attacks, asking employees to click on links in emails or to reveal information online.

But tests can also take the form of evaluating the likelihood of an unauthorized person to gain access to a secure area.

Find the leaks A security evaluation might also determine the types of information that is revealed about your company online, through employees’ social networking sites and other documentation that may pop up.

What you’ll pay

The low end of the range tends to be below $5,000

A mid-size business might pay $10,000 to $15,000.

Even small companies are beginning to budget these sorts of security evaluations on an annual basis. IT environments tend to change so quickly that the results from a year ago are probably going to change.

What to consider

Don’t simply turn your enterprise over to an ethical hacker without forming a game plan. Make sure you understand the process, ask the right questions and take these factors into consideration:

• Know what’s critical;

• Identify the data you’re trying to protect;
• Check credentials- You’re placing your system in the hands of an outside entity. Ethical hackers receive certification in penetration testing, and there’s a professional code of ethics that protects your confidentiality.
• Make sure to vet the ethical hacker you employ. Ask about repeatability,an ethical hacking firm should perform repeatable, scalable exercises that allow you to track whether you’ve made progress. You’ll also want an actionable report that outlines how you can correct deficiencies.
• Evaluate business value Protecting your information is an obvious business benefit. But there may also be value in demonstrating your security to potential business partners as well. Regular security evaluations also might offer some protection if court cases involving data breaches arise.

There you go, now it’s up to you to organise and protect your company and your business with these sort of tests,

Cheers

Lucio Ribeiro

www.marketingeasy.net

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Used to appear on news from around the world by providing innovative solutions for the web and it consistently impressive financial statements, Google saw its his name appear negatively on news last week.

Despite facing problems for publishing books without permission, Google continues to be a reference in business

Last week,  French judicial authorities ordered the U.S. giant to pay a fine of 300 thousand euros per scan and make available online French books protected by copyright.

The case followed the decision of the Chinese writer Mian Mian to open a case against Google on behalf of the unauthorised publication of his novel “Acid Lover”.

However, not everyone thinks Google is bad.

In the book “What Google Do?” Jurf Davis, a columnist for the newspaper “The Guardian” and “Buzzmachine” blog owner, one of the most respected man on web and internet, shows how Google is a great example for other companies, institutions and even individuals  overcoming the challenges of a world that changes faster than most of them can follow.

Statistical data estimates that the company holds 24% of all online advertising revenue with the web – in 2008, Google earned approximately $ 20 billion.

If you still think that Google and their business premises can not teach anything that contributes to your professional success or your company, then read on the introduction of “What does Google do?” and understand a little more why Google is the “fastest growing in world history”.

————–

What Google Do?

It seems that no company executive or institution understands how to survive and thrive in the Internet age.

Except Google.

Thus, in the face of virtually all the current challenges, it makes sense to ask: What does Google do?

In administration, commerce, news, media, manufacturing, marketing, service industry, investment, politics, government and even education and religion, to answer that question is a key to navigating a world that has changed radically and permanently.

This world is upside down, turned inside out, is absurd and confusing. Who could imagine that a free classified service could have a profound effect on all permanent and the newspaper industry, that children with cameras and Internet connections could gather more public than the television networks, hermits with keyboards that could topple politicians and companies and people without academic training could create companies worth billions? They did this by breaking the rules. They work under the new rules of a new era, among them:

* Now customers are in charge. Can be heard around the world and have huge impact on institutions in a blink of an eye;
* people can find anywhere and join for you – or against;
* the mass market is dead, replaced by the mass of niches;
* “Markets are conversations,” declared The Cluetrain Manifesto, the seminal work on the Internet era, in 2000. This means that today, the main ability of an organization is no longer sold, but talk;
* moved from an economy based on scarcity to an economy based on abundance. The control of goods or the distribution no longer guarantee a high quality product and profit;
* allow customers to collaborate with you – in the creation, distribution, marketing and product support – is what creates a high quality product on the market today;
* companies more successful today are the networks – they get the least amount possible so they can grow as much as possible – and the platforms on which these networks are built;
* owning channels, people, products, or even intellectual property is no longer the key to success, but the transparency.

The founders and Google executives understand the change caused by the Internet.

That is why they are so successful and powerful and administer what The Times of London called “the company’s fastest-growing in world history.

” The same goes for some capitalists and semicapitalistas disruption, as Mark Zuckerberg, Facebook’s founder, Craig Newmark, who calls himself the founder and representative customer service – no joke – the craigslist site, Jimmy Wales, Wikipedia co-founder, Jeff Bezos, founder Amazon, and Kevin Rose, founder of Digg. They see a different world than the rest of us see and therefore take different decisions that make no sense under the old rules of the old industries that are now broken thanks to these new ways and new thinkers.

That’s why the intelligent response to all this change is to ask what these disruptors – Mark, Craig, Jimmy, Jeff, Kevin and, of course, Google – do. Google has generously shared his philosophy on their website, stating “Ten truths discovered by Google.”

They are often intelligent, but obvious, created in PowerPoint and help in the indoctrination of employees (especially necessary when you have a staff increase of 50% in one year – 16 billion at the end of 2007 to 20 thousand by the end of next year ): “Focus on the User and the rest will continue,” decrees Google. “It’s better to do only one thing really, really well. [...] Fast is better than slow. [...] You can make money without doing evil. [...] There’s always more information elsewhere. [ ...] The need for information crosses all borders. [...]“. They are often useful, but do not tell the whole story. There is more to be learned by looking at Google.

My question in the title is about thinking in new ways, new challenges, solve problems with new solutions, new opportunities to see and understand another perspective structure of the economy and society.

I try to see the world as Google sees it, analyzing and deconstructing his success in the distance, so that we can apply what we learn to our own companies, institutions and careers. Together, we will reverse engineer at Google. You can do the same with other competitors, companies and leaders whose success you consider shocking, but admirable. In fact, you should do it.

Google is our model for thinking differently because their success is unique.

Hitwise, which measures Internet traffic, said Google had stopped 71% of searches in the United States and 87% in the United Kingdom in 2008. After purchasing the advertising company DoubleClick in 2008, Google now controls 69% of online advertising services, according to Attributor, and 24% of advertising revenue online, according to IDC. In the UK, advertising revenue of the company surpassed the largest single commercial television, ITV, in 2008 and is expected to exceed the revenue of all national newspapers in England together.

The company is still in the shot: traffic from Google in 2007 grew 22.4% in one year. Google does not represent how many servers it manages – estimates are around millions – and stopped state monitors how many pages, but when it started in 1998, it indexed 26 million pages, in 2000, tracked a billion, in mid – 2008, a trillion pages. In 2007 and again in 2008, says Millward Brown BrandZ Top 100, Google was the number one brand in the world.

Moreover, Yahoo and AOL, both former kings of the piece online, are already past. The two companies operate under the old rules. They control the content and distribution and think they can be in charge of customer relationships and attention. They create places of destination and have the presumption to think that customers should go to them.

They spend a huge portion of revenue on marketing to make these people come there and work hard to keep them. Yahoo! is the last old media company.

Google is the first post-media company. Unlike Yahoo, Google is not a portal. It is a network and a platform. Google thinks so distributed. It goes to the people. There are bits of Google spread across the web. About a third of Google’s revenue – estimated at $ 20 billion in 2008 – is not conquered by the Google.com site, but for sites around the Internet. That’s how they do: the case of Google AdSense on the home page of my blog, Buzzmachine.com, causes me to be part of the Google empire. The company sends me money for these advertisements, and sends me readers through search.

Google benefits by showing these readers other advertisements that the company can become more relevant, effective and profitable, because he knows what is the theme of my site.

I contacted Google because it helps me do what I want.In return, I help to spread the Google by placing their advertisements on my site and adding your videos from YouTube, Google Maps and search box on my blog.

When I give a link to a website, help Google to understand what the topic of this page and how popular it is. I do what Google is smarter.

With our clicks and links, we all do it. Google is smart enough to organize this knowledge and take advantage of it. He explores the wisdom of the crowd and therefore compatible with each of us in the crowd.

Google trusts us (well, most of us, except those junk spammers – but on the other hand, kicked in his own way the few evil ones among us). Also realize that we are individuals who live in a virtually infinite universe of small communities of interest, and geographic information. Do not treat us as a body and believes that the economy is made of a mass of niches – that became the great little. Google does not see himself as a product but as a service, a platform, a means of empowering people so far, has no limits.

As difficult as it is to imagine today, Google could fail. Could grow in such a way so lanky that could not operate efficiently (I’ve heard rumors of people saying that the company is getting difficult things done quickly, because the company is too big).

Could become so dominant as to government policy makers try to break it. In 2008, the Department of Justice of the United States an excellent litigator hired to investigate the trading of Google to place ads on Yahoo and its domination of the advertising market (although we note that Google has that position with the eager acquiescence of Yahoo, newspapers and advertising agencies). Google also could be so large that it would be very difficult to grow even more, it is almost happening.

She could lose our confidence in the instant that improperly uses the data it holds about us or when deciding to use our growing dependence on the business as a mortal blow to charge for their services (as do companies, cable TV, telephone and aviation). Could lose a hand or just make a mess. When Gmail was a rare moment of malfunction, the Chief Executive Officer (CEO) of Google, Eric Schmidt, reminded the world: “We are not perfect.”

So do not get stuck trying to be Google, imitating what she does. This book goes beyond Google and its rules and in addition to technology and business. He tries to see the world as Google sees it, check his new world view and see different. Thus, this is not a book about the company Google.

It is a book about you, about your world, how it is changing for you and what you can gain from it. It is difficult to name an industry or institution – advertising, airlines, retailers, automakers and auto dealers, brands of consumer products, computer companies, fashion designers, telephone companies, operators of cable television, political candidates, government leaders, educators university – that is not asking, what Google would do?

I will help you answer that question for your world in the next section of this book, interpreting the wisdom of the way of Google as a set of rules under which we live and do business in any sector of society. Then in the next section, I will illustrate how these laws can be applied to many companies, sectors and institutions, analyzing each one as an exercise to think and act differently. Finally, I analyze how the thought Google is affecting our lives and the future of Generation Google.

We begin by examining the new power structure in our economy and society, where we, the people, suddenly we are in control – empowered by Google.

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One of the traditions Christmas in the U.S. is the carolling, the singing Christmas carols, which usually happens door to door and without financial intentions.

Now this tradition is also migrating to the digital world and YouTube add a caroling contest, with special channel on the site here.

Competitors must choose between options of music, including themes such as ‘We Wish You a Better Way to Christmas Shop‘ — an obvious reference to the sponsors.

Prizes are $ 100 to 5 thousand in shopping vouchers

and people were saying Youtube wasn’t mean to make money for Google….

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Maize is a staple food in Kenya, but farm families are hard put to survive the months between harvests.

Nuru International, a nonprofit cofounded by Jake Harriman, MBA ’08, introduced the area’s farmers to crop rotation and other modern methods in late 2008 and then offered them loans for fertilizer and high-yield seeds.

This is the story of Nuru foundation, which founder and CEO Jake Harriman attended the U.S. Naval Academy and served over 7 years in the Marine Corps as an Infantry Platoon Commander and a Special Operations Platoon Commander for an elite unit called Force Recon.

using the power of Social Media, Nuru foundation is growing the awareness of their cause and gaining new sympathisers.

Beautifully executed.

How Nuru Works from Nuru International on Vimeo.

The End (Jake’s Story) from Nuru International on Vimeo.

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