Web 2.0 And Why You Shouldn't Fake Reviews

The latest offering from Ramsay's Kitchen Nightmares aired on Channel 4 last night, followed the somewhat disastrous adventures of ex-boxer Mike and his wife Caron Ciminera as they struggled to run the Fish & Anchor, a restaurant in Lampeter, West Wales. Whilst the couple's arguing appeared to better the food they were originally sending out (a mix of jarred sauces and home cook book trophy dishes) they did let slip on a fantastically poor bit of black hat optimisation, which I hope made all white hat SEOs laugh out loud.

If there was one lesson to take away from the show, it would be - Don't fake reviews!

In order to gauged the feeling of the local community for the failing restaurant come sports bar, Ramsay conducted a search on Google for the Fish & Anchor, to which he was presented with a range of reviews, two of which were rather suspiciously from a character calling himself Michael or Mike Burns.

On the Wales portal of the BBC website Burns had posted "Well i don't get excited about food too often, and having dined in Rick Stein's, and Gordon Ramsay's,I think i have found a better restaurant in West Wales". On the SugarVine website he also posted "what a fantastic restaurant for couples, and families. it seems to have everything, the food has to be the best i have eaten (home or abroad) this place will go far". Other online reviews echoed what has already been said, but with the dire state of the restaurant, its food, its reputation and its perception from both the local community and Ramsay itself, would it not be right to question who was telling the truth?

The restaurateur confessed to posting the reviews, his rational pointing to stimulating custom, however with any reactive strategy it requires a degree of foresight - and I am not sure he really thought through the wider ramification of posting these "inaccurate" reviews.

Firstly, a warning must be expressed. For example, if someone finds your restaurant or hotel via a positive (fake) review and they have a bad experience, there is a chance that they will post a true review to assist fellow users and generally have a rant. The initial seeding of this true review has the potential to lead to an onslaught of further reviews from other visitors who might not have otherwise posted. Don't forget the saying "people don't lead... they follow".

But how can you manage your reviews and ultimately what your customers are saying about you? Well first and foremost, address the problem(s)!

You wouldn't put a sticking plaster on a gun shot wound, so why think that a positive review about the quality of your food or the softest of your sheets is going to counteract the adversities of your customer service?

The customer is king, a point stressed by Ramsay, and one that should ring true for any business, after all, without them, where would we be?

By rectifying or at least making plans to manage any failings within your business, regardless of its size, will be the first step in managing your online reputation, but this is an area I will not going into comprehensive detail for this post. Instead, I will offer some simply pointers as to how to harness online reviews for good.

Sites like Trip Advisor, which boasts over 10,000,000 user generated reviews of various hotels, holidays and restaurants is gaining increasing weighting as an resource for honest and unbiased review and via its system of community recommendation it really has the power to drive custom, and in many instances, divert customer - the key factor being positive, and consistent reviews.

But if you do run a successful hotel or restaurant and wish to harness these social spaces, but wish to do so in a more ethical way than that demonstrated in Kitchen Nightmares than why not encourage your diners of hotel guests to post a review after their stay.

When the customer is paying their bill or even booking their hotel room why not take their email address, or even ask them to submit their business card in return for entry into a monthly prize draw for a free meal in the restaurant?

In addition to building up a client database by collecting this data - for use in promotional mailings including notifying customers of events, promotional and the launch of a new menu - you can also harness it to stimulate online reviews by dropping your customers a short email after their stay / meal, which might look something like the following example...

"Good afternoon Simon, and thank you very much for your booking at the Leapfrogg Restaurant, we hope you had an enjoyable meal.

We pride ourselves on the quality of our food and our attentive staff however we're always striving to enhance and improve what we do, and as such we would appreciate you taking two minutes of your time to write a review for us at Trip Advisor (http://www.tripadvisor.com), a free travel guide and research website that allows users to post review and ratings.

Your comments are important to us, and will be used to improve the Leapfrogg restaurant.

Thank you very much for your time and we look forward to welcoming you again to the Leapfrogg restaurant in the near future.

Sincerely,

A Restaurateur
Leapfrogg restaurant
Brighton
Tel: 01273 669 450"

Of course, many of your requests will be ignored, but providing you are personal in your emails (a point we at Leapfrogg have mentioned previously in this blog) then you are more likely to get a response, and even if you only have a 5% success rate, this is still 5% of valuable customer feedback.

A point to which I will conclude this article is one which has stuck with me from London's SMX, and one that I will most certainly be repeating from here on out is that "Yesterday's news no longer wraps today's fish and chips". Online news and online content, including user generated reviews do not simply get binned like a newspaper at the end of the day, but they remain live, and can even appear within the search results for a brand keyword search... so isn't it worth paying attention to what your customers are saying?

source:
http://www.articlecity.com /articles/computers_and_internet/article_4129.shtml

Web Development And The Big Time Out

One of the great debilitators in online business is simply the perceived (or real) lack of time. Business owners are used to moving forward. An online web presence can make them feel tied to an office chair learning skills they aren’t sure they want to know.

It’s not uncommon for those who deal in full time web design to have individuals contact them for a site design, but have absolutely no idea what they want. Furthermore when the designer questions them the response might be, “I don’t know, just make it look nice.”

Let’s not forget the core values or mission of the business. Many business owners have no idea how to answer those kinds of questions. They may stare blankly for a moment or two and there’s no more time for further deep thought so they go back to action – without answers.

In many cases it is possible to answer some of the questions needed, but it may require taking time away from a familiar setting. It may also require more time than you think you want to give.

If you can get to a place of concentrated contemplation you are likely to find yourself stripping ideas to their core to find out what your business is trying to accomplish and what your ultimate goals might be.

As with almost any project you can turn frustration around if you will just take the time to come to terms with your vision.

Sometimes we spend so much time ‘doing’ we never stop to ask the question, “Why?”

This process can be a bit like taking a bus that drives around the park. You keep looking at the flowers and the park bench and long to sit in the quiet shade of a tree and just absorb the calming atmosphere. You know they will have a positive effect on you, but for some reason you just can’t seem to find the energy to get off the bus.

It seems to me there are some sites that are misguided or rarely guided that could benefit from the process of self-evaluation. These sites may look nice, but there is a sense of disconnection that may not be easy to identify, but it’s fairly obvious to visitors.

Creative energy is at a minimum while business owners simply tackle what seem to be the most urgent details.

As more people gravitate to online business there needs to be a shift in the thinking of how one goes about doing business online. In many ways it can’t be approached in the same way a traditional business is developed, yet that is typically the way many new web commerce ventures choose to tackle the subject.

You may discover your business will be more successful if you take some time for rigorous reflection. The time set aside can be a bit like an architect that takes the time to develop plans for a new building. You wouldn’t expect the architect to simply tell a construction crew to, “Go out there and build – something.”

Work at ‘building’ your online business in a comprehensive way. Your effort can develop a firm foundation for long-term success.

source:
http://www.articlecity.com /articles/computers_and_internet/article_4135.shtml

Back to Back User Agents for Telecommunications

Today’s telecommunications networks are a delicate blend of clients and servers that together offer virtually endless possibilities when it comes to services and applications. For every new client developed, there seems to be a score more on the way — from mobile handsets, PDAs, terminals, telephones, video phones, IP set-top-boxes, and so on.

There are essentially two types of servers that connect between clients on large networks: Proxy servers and Back-to-Back User Agent (B2BUA) servers. The more prevalent Proxy servers feature predictable behavior — simply connecting between clients. Effectively, B2BUA servers are much stronger and intelligent entities that perform actions which Proxy servers cannot. Moreover, B2BUA servers provide a flexible solution for a wide range of applications and services and are becoming the primary engine for more and more SIP servers in NGN and IMS networks.

The difference between Proxy servers and B2BUA servers is sometimes not fully understood. In this article, we will explore what makes B2BUA servers such an appealing alternative to standard Proxy servers. Better understanding of B2BUA servers can help managers understand the value, and the tradeoffs, of choosing a B2BUA server, as well as the frameworks needed to develop a wide range of SIP applications and SIP services using it.

Figure 1 - Architectural difference between Proxy servers and B2BUA servers

B2BUA Server Defined
B2BUA servers are used to provide value added features for point-to-point calls and manage multi-point calls. The power behind a B2BUA server is derived mostly from the fact that it has a very generic definition, which gives it almost unlimited power. However, this same characteristic is the root of the controversy surrounding it.

IETF standard (RFC 3261) defines a back-to-back user agent as “a logical entity that receives a request and processes it as a user agent server (UAS). In order to determine how the request should be answered, it acts as a user agent client (UAC) and generates requests. Unlike a Proxy server, it maintains a dialogue state and must participate in all requests sent on the dialogues it has established.”

B2BUA servers have capabilities that far exceed those of other types of SIP servers, and answer the need for developing sophisticated value added SIP applications that cannot be implemented as Proxy applications.

Some of these capabilities, which are unique to B2BUA servers, are outlined below:

3rd Party Call Control (3PCC) Features
3rd Party Call Control (3PCC) is the ability of an entity (usually a controller) to set up and manage communication between two or more parties. 3PCC is often used for operator services and conferencing.

3PCC actions are important capabilities, exclusive to B2BUA servers since “passive” non call-stateful elements, such as Proxy servers, cannot initiate these types of activities. Some examples of 3PCC services are online billing, QoS, resource prioritization, call transfer, click-to-dial, mid-call announcement and more.

3PCC actions can be initiated automatically by B2BUA server applications, like disconnecting a call following credit expiration in an online-billing system. Or they can be initiated by remote administrative control (OSS), e.g. invite parties to a multi-point conferencing session.

Figure 2 - Schematic outline of B2BUA server offering 3PCC functionality

Inter-working Function (IWF) for Interoperability

SIP was designed as a highly flexible and extendible protocol. The very strength of this flexibility is also an inherent weakness, since the vast array of client types in the market still need to connect.

B2BUA Inter-working Functions (IWF) defines a wide range of powerful SIP servers that connect SIP clients that “speak” in different protocol dialects, or support different capabilities. This Inter-working function is very important in enabling connectivity between clients with different capabilities and/or protocol dialects. Or even between clients and networks – where the B2BUA server actually acts as an access device.

Examples of what IWF can do include:

• Connecting SIP clients to IMS networks by adding and removing IMS SIP protocol extensions (AKA P-Headers) that are essential for connecting to the IMS network
• Connecting clients with different Session Timers settings
• Connecting clients with different media capabilities and with distinct Session Description Protocol (SDP) messages by relaying between the two types of control sessions
• Connecting to different types of networks (e.g. IPv4, IPv6) and support for different transport types, such as TCP/UDP/SCTP/TLS

Figure 3 - Schematic outline of a B2BUA Inter-Working Function

Multi-point Call Management

B2BUA servers an also implement multi-point call scenarios where multiple CPE devices connect to the B2BUA, and the B2BUA provides services to all CPE.

Due to these unique capabilities, B2BUA servers are widely used in the communications industry. A few examples are listed below:

• Online-billing/prepaid functions
• Servers supporting Resource Prioritization (RP) and/or Quality of Service (QoS) features
• Multi Point Conferencing servers
• IVR servers
• PBX Applications and Softswitches
• Application Layer Gateways (ALG)
• FW/NAT Traversal applications
• Privacy servers
• 3rd-Party Call Control Applications (3PCC)
• Service Creation Environment (SCE) runtime engines
• Session Boarder Controller (SBC)
• IMS S-CSCF, P-CSCF, I-CSCF
• SIP Inter-work Function (IWF) Gateway
• Security Gateway (SEG)
• Voice Call Continuity (VCC) servers

In addition, B2BUA servers play an important role in emerging IMS networks. Recent releases of 3GPP IMS specifications (3GPP TS 24.229 V8.0.0) indicate that an increasing number of IMS network element servers, such as P-CSCF, IBCF,SBC etc., are B2BUA servers. The reason for this is that value added services are usually session stateful, and feature capabilities that go beyond basic call proxying. Applications written on top of B2BUA Application servers fulfill several roles, such as SIP User Agents, SIP Proxy servers and SIP Registrars.

B2BUA Server Challenges

B2BUA application developers face many challenges, such as achieving rapid time-to-market, conformance and interoperability, offering customization for proprietary services and support for High Availability (HA) and redundancy. A comprehensive B2BUA framework can help developers overcome these challenges.

A solid B2BUA framework should have modular application building block architecture for increased flexibility, abstraction and short delivery time. Traditional architecture, which features a single configurable state machine, is not flexible enough. Also, a B2BUA framework should facilitate developing B2BUA applications by flexibly linking “pluggable” high-level Modular Application Building Blocks (MABB). Developers should have the ability to combine these MABBs and they should be designed in a way that allows developers to further customize their behavior if needed. This type of architecture complies with contemporary Service Oriented Architecture (SOA) concepts, and is suitable for powering flexible business communication platforms. This modular architecture can save months of work. With a set of MABBs in hand, developing the application is a matter of combining existing MABBs to produce the required business logic. In addition, this architecture enhances efficiency; development of new MABBs can be done concurrently.

A B2BUA framework should facilitate developing applications that fully conform to standards and are interoperable; without restricting developers from customizing protocol behavior for special cases. Moreover, it should conform for non-standard implementations, as well as to mediate between two versions of the same standard. This type of framework allows developers to focus on their proprietary application with the confidence that their final application will be fully interoperable.

And finally, a B2BUA framework should provide the ability to configure, amend and replace application building blocks to create proprietary features. With this ability, developers can maximize existing code – significantly reducing development time, shortening testing cycles, and reducing overall time-to-market.

Figure 4 - Traditional architecture of a B2BUA framework

RADVISION’s B2BUA Application Framework http://www.radvision.com/Products/Developer/SIPServer delivers these capabilities and more. The B2BUA Application Framework module is a part of the RADVISION SIP server Platform, a software framework that offers the essential building blocks for the development of a wide variety of high performance SIP and IMS servers. The rich set of components and modules can be flexibly combined to match customers’ requirements for developing SIP servers that offer both standard and advanced SIP services.

Applications written on top of RADVISION’s B2BUA framework are developed by combining customizable modular application building blocks. This is effectively large chunks of functionality that can be strung together to form ad-hoc applications, enabling developers to focus on the high-level business logic and use building blocks that hide low-level details.

As one of the most popular IM applications, Yahoo! Messenger was the first large consumer player that adopted B2B UA. Yahoo! Messenger combined its backend scalable platform with RADVISION’s B2B UA to serve millions of monthly unique messaging users around the world. Yahoo selected RADVISION’s B2BUA due to its robust performance and scalability features.

Figure 5 - The architecture of RADVISION B2BUA Application Framework


RADVISION also offers automatic High Availability (HA) and Redundancy support. The B2BUA framework automatically replicates the run-time state of the different Services and B2BUA framework core. In the event of a server outage, a redundant server takes over seamlessly and provides uninterrupted service continuity.

B2BUA framework benefits in a nutshell

• Significantly reduces time to market developing proprietary B2B applications and services.
• Allows adding advanced services easily to retain competitive advantage and evolve to meet growing customer demands.
• Focuses on the business logic and hides low level operator communication intricacies.
• Delivers off-the-shelf conformance and interoperability.
• Enables rapid development of applications that can interoperate with different vendors.
• Enables adding high-availability features easily.

source:
http://www.articlecity.com /articles/computers_and_internet/article_4136.shtml