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I've been working on my presentation, but it lacked a compelling case study that illustrated how a community organization had used search engine optimization and YouTube video to generate measurable results. I had planned to show examples of videos created by Barack Obama's presidential campaign, Monty Python, and Blendtec, but plans have a way of changing.

Then, I got involved with the Neighborhood Assistance Corporation of America (NACA), a national non-profit community advocacy and homeownership organization headquartered in Boston.

NACA is organizing a series of Save the Dream events to help homeowners avoid foreclosure, restructure home loans, and reduce mortgage rates. They have already held events in Columbia, SC, Stamford, CT, and Washington, DC. And NACA plans to hold more Save the Dream events in Cleveland, OH, July 17 - 20 at the Wolstein Center; Chicago, IL, July 24 - 27 at McCormick Place; and St. Louis, MO, July 31 - August 3 at Chaifetz Arena.

Although I don't have my case study wrapped up just yet, I do see one in the making. And it offers lots of lessons to search engine marketers, YouTube directors and entrepreneurs about how to create unique, relevant content that can quickly gain popularity in the Internet community.

For example, we issued an optimized press release yesterday announcing that NACA CEO Bruce Marks and Congresswoman Marcia L. Fudge (OH-11) will hold a joint press conference on Monday, July 6, at the Wolstein Center at 11:30 am to discuss the upcoming Save the Dream event in Cleveland. You can get the gist of the news at NACA and Congresswoman Marcia L. Fudge (Oh-11) Announce Same Day Solution for Homeowners with Unaffordable Mortgage.

But we also embedded a documentary video created by DigiNovations of Concord, MA, in the optimized press release. It provides background on NACA's Save the Dream program, which has helped homeowners across America restructure and renegotiate home mortgages and home loans they can no longer afford.

Documentary: NACA's "Save the Dream" - Mortgage Restructuring and Renegotiation Rescues Homeowners

Now, the press conference hasn't even been held yet -- and the Save the Dream event in Cleveland is still two weeks away. But I was stunned yesterday when one Twitter user near Memphis, TN, said "this is fantastic news" but she couldn't afford to wait, had called NACA and was "on hold" waiting to talk with someone.

I initially tweeted back that NACA will have over 500 staff and volunteers at the Wolstein Center in Cleveland, including over 250 counselors providing counseling from 9:00 a.m. to 8:00 p.m. from Friday July 17 through Monday July 20. Then, I realized that this information wasn't helpful today, this minute, now. So, I sent her a direct tweet with the cell phone number of the person I was working with at NACA -- in case she needed it.

I got a direct tweet back saying, "Thanks for the info... my process is well underway - so I'm all set (I hope!)"

So, something extraordinary is happening. And as I prepare for my presentation at SES San Jose 2009, I hope you won't mind if I share the story as it unfolds. That's one of the lessons I've already learned: You can't plan a search campaign and expect the community to wait to respond when you are ready -- especially if you are offering an answer to the huge subprime and predatory lending industry.

This is bigger than a case study. This is people's homes.

Now, FriendFeed is launching real-time search and it has the potential to be the mackdaddy of them all.

Here's why. FriendFeed is a social aggregator. It's a one-stop shop to check and update a bunch of different networks, blogs, etc. Now, you can search all of that in real-time.

The drawback? It only searches what people submit to FriendFeed. Whoever does that can basically say "Check" in the chess match of social real-time search.

Still, this is a tremendous step in that direction. Even better, FriendFeed has released an embeddable real-time search widget you can put on your website.

What do you think of FriendFeed real-time search? Let us know by leaving a comment.

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The standards have now been released and are as follows:

The Education Principle calls for participation in efforts to inform individuals and businesses about online behavioral advertising. The industry intends, in a major educational campaign involving over 500 million ad impressions over the next 18 months.

The Transparency Principle calls for clearer and easily accessible disclosures about data collection and use practices. The result will be a new notice on the page where data is collected and will occur via links embedded in or around advertisements, or on the Web page itself.

The Consumer Control Principle expands the consumer's ability to opt-out of data collection. The opt-out will occur via a link on the page where data is collected. This principle also requires service providers such as Internet access providers and desktop application software companies to obtain consent of users before engaging in online behavioral advertising.

The Data Security Principle calls for reasonable security and limited retention of data.

The Material Changes Principle calls for the acquisition of consent for any material change to data collection and use policies as well as practices to data collected prior to any change.

The Sensitive Data Principle requires parental consent for consumers known to be under 13 on child-directed Web sites. This Principle also calls for heightened protections to certain health and financial data when attributable to a specific individual.

The Accountability Principle calls for the development of programs to monitor and report uncorrected non-compliance to appropriate government agencies. The CBBB and DMA will work cooperatively to establish accountability mechanisms under the Principles.

The optimized Google mobile search experience began last December when it was rolled out to iPhone and Android phones in the US. Then in March, it was rolled out to iPhone and Android phones in over 20 countries.

The optimizes mobile search incorporates universal search when appropriate. There's also a focus on local search due to the nature of searching on the go.

Zillow averaged 8.3 million unique visitors per month so far in 2009. They're experiencing 35% more listings with a current total of 3.6 million listings. Customers submitted 265,000 loan requests which returned 3.5 million custom loan quotes during this time. Zillow is also experiencing great success with its iPhone app, which has has seen 535,000 downloads.

Trulia saw 30 million unique visitors across the six month period. Contributions to the Trulia Voices Community grew by 85% and has achieved the 5th spot in both Hitwise and comScore's real estate matrices.

These numbers are coming during an uncertain time in the economy, fueled by crises in the credit and housing markets. Taking all of that into consideration, congratulations are in order for these achievements made by Zillow and Trulia.

Prominence is deemed by number of followers and volume of tweets. Bing uses the Twitter API to pull in the Tweets. But the feature is inconsistent.

Of course, I assumed Ashton Kutcher, the King of Twitter, would be included since he has 2.5 million followers. But the first search for his name didn't include Tweets. The second one didn't either. The third one did.

And here's what it looks like when it happens:

What do you think of Bing integrating Twitter into the results? Share your reaction in the comments section below.

I had been planning this post for a few weeks, but there has been so much search news to cover, I haven't had the time. Now, I'm publishing it to honor the tried and true techniques Billy Mays used to sell millions of products. Mays' style may not be your cup of tea, but the foundational concepts behind his pitches are something every search marketer can learn from. His incredible success was proof of that.

So, without further ado, here are 7 marketing lessons from the late, great Billy Mays.

1. Have a solid product. On the show, Billy Mays and Anthony Sullivan saw hundreds of inventors who want their products sold through direct marketing television. Mays and Sullivan only chose the products they believed in. Even then, they tested them to make sure they worked and met safety standards.

2. Listen to consumers. When considering a new product, Mays and Sullivan often took it to the streets. They had people try out the products and give their honest response. This is one of the first indicators of whether or not a product might do well. Paying attention to what is said about your brand or product online can similarly be very informative to your marketing campaigns.

3. Show how your product can make people's lives easier. One of Mays' most popular products was Oxyclean, allows you to wash colors and whites together. Before the ShamWow, Billy Mays hawked the Zorbeez, a shammy towel that absorbed tons of water and could save tons of money on paper towels. Even non-infomercial products are successful when they do this. Think about the Flip video camera. It's simple and easy to use. It makes capturing moments and uploading them to YouTube very easy. This should be a key element of your campaigns.

4. Include a Call-to-Action. Billy Mays knew this well. He was always "doubling the offer," urging people to act now. Give people incentive to buy your product now. A great incentive for online retailers is offering free shipping.

5. Run a small test before launching a broad campaign. When Mays developed a commercial for a new product, it was run in a few markets to see if it was something consumers would buy. The profit margins had to be there in order to expand. Many times, if the product doesn't do well, they had to stop the campaign to prevent further losses. Test a few keywords before running a broad campaign with tons of longtail keywords. You may need to adjust your campaign or product, but you'll want to preserve your marketing budget in the meantime.

6. Conduct A/B Testing on Successful Ad Campaigns. For the Awesome Auger, a product that was doing very well, Mays shot a second commercial. It looked almost exactly like the original one, but the framing of Mays in the camera was slightly different. That slight cosmetic change was a big one. An A/B test showed sales rose even higher!

7. Watch the competition. When Vince Offer began hawking the ShamWow and the SlapChop, Billy Mays was pissed. These were products he had already been advertising in the form of Zorbeez and QuickChop. Offer's products did very well, selling millions. So, Mays shot new commercials in order to gain back his market share. Pay attention to your competition. Watch your rankings and your paid search positions. Never stop optimizing and adjusting your paid search campaigns. Stay on your toes to maintain or even grow your sales.

What did you learn from Billy Mays? Share your lessons in the comments below.

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Photos are submitted via Facebook. You have until July 16 to submit your photos. The winner will be determined by public voting, via the Facebook application. The winning image will appear on Bing.com on August 3 and will include "hot spots" created by the Bing team, just like you see with the daily images.

Meanwhile, ChaCha has launched a video contest. The theme of the contest is "Life with ChaCha." The deadline for submissions is August 10. Judges will pick 5 finalists and the winner will be chosen by a public vote.

There are three criteria that the judges will use to choose the 5 finalists. They are:

• Showing ChaCha to be a "smart friend" (50 percent)
• Originality (25 percent)
• Humor (25 percent)

The prizes here are worth moolah. The grand prize winner will receive $5,000 in cash as well as an Apple Final Cut Studio 2 and a Sony HDR-XR500V 120GB High Def Handycam Camcorder. The runner up gets $1,000 and third place gets $500.

"It's painful to have to terminate these relationships with affiliates, simply because they live in states where counterproductive (and likely unconstitutional) laws are being passed," said Patrick Byrne, Chairman and Chief Executive Officer of Overstock.com. "However, politicians have to remember that a tax is a price that government charges for a service, and when they raise their prices, we're going to buy less of their services."

Last year, Overstock was one of over 200 companies to drop their affiliate program in New York, which was the first state to enact an affiliate tax. The cancellation affected 3,400 affiliates, 200 of which were active.

Overall, things are relatively steady, but there's an ever-so-slight increase in Microsoft search share.

The data shows Bing gaining .5% search share in June compared to May. But Live Search had gained about .5% in May over April.

One percent growth over the last two months may not seem significant, but it could be the beginning of momentum.

"At first sight, a 1% increase in market share does not appear to be a huge return on the investment Microsoft has made in Bing but the underlying trend appears positive," commented Aodhan Cullen, CEO, StatCounter. "Steady if not spectacular might be the best way to describe performance to date."

Plus, the 1% growth has come at the expense of Google. The search mammoth saw its search engine share according to StatCounter decline by 79.07% in April to 78.48% in June.

By the way, despite that first week of traffic for Bing, Yahoo! still retained its second place status for the entire month of June. Yahoo!'s traffic has remained fairly steady over the past three months in StatCounter data.

Google will then serve up a message saying it has detected a language foreign to your own and asking if you would like it translated. Simply click the "Tranlate" button in order to receive the translation.

The new feature is available for all languages of the Toolbar (but again, just for Internet Explorer). The languages include: English, and the translation service supports 41 different languages: Albanian, Arabic, Bulgarian, Catalan, Chinese, Croatian, Czech, Danish, Dutch, English, Estonian, Filipino, Finnish, French, Galician, German, Greek, Hebrew, Hindi, Hungarian, Indonesian, Italian, Japanese, Korean, Latvian, Lithuanian, Maltese, Norwegian, Polish, Portuguese, Romanian, Russian, Serbian, Slovak, Slovenian, Spanish, Swedish, Thai, Turkish, Ukrainian and Vietnamese.

The Call-to-Action overlays are available for Promoted Videos only. Promoted Videos, you may remember, are essentially the paid search of YouTube. They were once called Sponsored Videos, similar to paid search listings called Sponsored Listings.

In order to set up the overlay:

1. Set up your Promoted Video campaign like you normally would in YouTube
2. Under My Videos, go to the Video Details page
3. Fill out the fields for the Call-to-Action overlay section

You're all set. Once the campaign is in full swing, you can check YouTube Insight to see how many people are clicking on the Call-to-Action overlay.

What do you think of this new option for YouTube advertisers? Share your thoughts in the comments.

This is healthy because it expands the number of marketers who "get it."

I can't tell you the number of times when prospective clients mistakenly assume that search engine marketing (SEM) isn't rocket science. Or they mistakenly believe that search engine optimization (SEO) is something their information technology (IT) department took care of years ago. Or they mistakenly think that a pay-per-click (PPC) advertising campaign takes 15 minutes to set up. Or they mistakenly hope that their public relations (PR) people have a good handle on social media marketing.

So, I'm delighted to see the large number of first time attendees at Search Engine Strategies conferences -- because after they've sat in on a dozen sessions over three days they come away knowing how much more there is to learn.

Hey, if it were easy, we'd all rank #1.

So, with SES San Jose 2009 coming up August 10-14, I thought I'd highlight some of the conference sessions that I'd recommend to first time attendees. I've been doing this for several years -- and even spoke along with Matt Bailey of SiteLogic in a few "First Timer's Guide to SES and SEM" sessions at some events.

But, most marketers like to plan ahead. So, look over the SES conference agenda and check out some of the sessions that address your needs and your organization's issues.

If you want some suggestions, here are sessions specially focused on search fundamentals for first time attendees:
• Introduction to Search Engine Marketing provides a clear and concise overview of the concepts involved in search engine marketing.
• Successful Site Architecture offers a fresh look at topics on how to successfully design a site for search engines, including JavaScript, robots.txt use, frames, secure area usage and much more.
• Turn Brain Science into Bucks: Incorporating Persuasive Messaging into Your Content Strategy showcases current online content campaigns and explains the best content strategies to help persuade buyers, build trust, and get great search engine listings using Twitter, white papers, optimized web pages and more.
• SEO Tools of the Trade: What's in YOUR Toolbox? describes the tools that will help accomplish tasks, including indexing, competitive analysis, site ranking, diagnosing and remedying problems and much more.
• Search Advertising 101 describes the basic principles and applications of paid placement.
• Keywords & Content: Search Marketing Foundations presents an overview of the important keywords customers are searching for and how to target the right terms in paid and organic search marketing.
• Discover the Power of Linking: Link Building Basics focuses on the role of link analysis in search engine site rankings and how to increase site traffic by building quality links.
• The Findability Formula: The Easy, Non-Technical Approach to SEM features search engine guru Heather Lutze taking a fresh look at how search engines find content and what steps to take to ensure a successful online marketing campaign.
• Extreme Makeover is a series of four sessions held throughout day three of the conference. Volunteers are taken from the audience, their websites are examined and feedback is provided. Sessions include:
Extreme Makeover: Live Site Clinic provides general feedback about improving websites and gaining more traffic from search engines.
Extreme Makeover: Live Twitter & Blogging Clinic provides general feedback about how to improve your website's use of Twitter and blogging.
Extreme Makeover: Live Landing Page Clinic provides feedback on how to improve landing pages.
Extreme Makeover Live! Why Am I Not Making Enough Sales? covers the most common reasons many sites have low conversion rates and gives tips on how to turn more site visitors into paying customers.

I think you can see from the suggestions above that there is more to SEM, SEO, PPC and social media than a handful of tricks that you can pick up by reading a blog post. Oh, and if the folks over in finance are still cutting travel budgets these days, ask them this rhetorical question: "If I don't learn how to improve our search engine marketing, search engine optimization, pay-per-click advertising, or social media marketing, then how will the company be able to pay your salaries next year?"

Okay, so maybe you don't want to actually say that to their faces. And you don't want to start calling finance the "department of sales prevention." They are just doing their job.

But you can show them the SES conference agenda and let them know that you've picked out sessions to attend that will provide your company with a return on its investment (ROI) in marketing. Finance folks love it when you talk about ROI. Your talking their language.

Or, ask them to watch the video below. Yes, yes, it makes the case for going to Search Engine Strategies. But it also demonstrates visually that SES San Jose, which is the largest search engine marketing expo on the West Coast, will be packed with more than 70 sessions, multiple keynotes, and Orion panels, over 150 exhibitors, networking events, and more.

Search Engine Strategies Conference & Expo

@WholeFoods - tomorrow, July 1st, is the monthly Twitter for Food event - it would be great for you to join in again! http://tr.im/m1Pq

And what are your instructions once you click on the link?

Post this message to your twitter account on June 30th and July 1st:

#twitterforfood Skip a meal July 1st and fund local or global hunger relief. http://tr.im/m1Pq

Now imagine that. Skip one meal and donate to any one of the great organizations listed on the landing page featured.

Want a snapshot of how many people have so far been tweeting #twitterforfood?
And this is only page 6 of a Twitter search on #twitterfood.

@WholeFoods grabbed hold of this contest and tweeted it to their nearly 800,000 followers! But the idea for skipping a meal and donating money to an organization which serves the hungry came from Tim Blair.

Tim had this to say to me about using Twitter to promote a cause:

"This is a personal passion of mine, so I am absolutely thrilled with the response. I started it last month and plan to run it once a month until it is no longer getting traction. My plan was that it would grow over the next few months as word got out. Humanitarians and philanthropists are a large demographic on Twitter from my experience.

I run twitter accounts for people and have 6 of my own for different causes. I find that it is easy to connect with locals and with specific demographics if you know what you're doing. I have accounts in green, religious, personal security, books, social marketing and have been able to connect well with people - especially people at high levels in organizations.

Results for some of the promos I have done have been good. Nothing earth shattering yet, but certainly worth the effort and growing. I am definitely sold on the value of using Twitter for promotions and will continue to refine how it is done."

It will be interesting to see how much $$$ is indeed donated to food organizations from this Twitter campaign. But no one can deny the immediate impact Twitter can have to promote a cause or campaign.

Facebook in May announced that it was testing a new payments system that would deal in real money, rather than virtual currencies that it had been using for any number of applications. This might work fine for Mafia Wars and other light games that Facebook has increasingly added, but if you were to want to move into, say, storefronts or product comparisons, you'd clearly want to be able to deal in real currency.

Enter announcement two: Facebook has hired an ex-Google Checkout director to develop these payment systems. Given Facebook's immense and growing popularity, its standing as place for sharing opinions and favorites, its open platform and an army of marketers desperate to monetize work on Facebook, it could wind up being an absolute perfect storm.

Imagine classified ads or, bigger yet, entire storefronts integrated directly into a social networking site a la A Small World - except instead of a half million very exclusive members considering five and six-digit purchases in between their social networking activities, it's 200 million+ people worldwide who could have their friends' opinions of a product just a click away from being able to purchase it.

Chris has screenshots and more details - worth checking out.

What do you think? Would you purchase or shop on Facebook? Would your customers?

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Associates in Rhode Island and Hawaii are receiving emails notifying them of the cancellation of their affiliate accounts. Rhode Island passed a bill making affiliates consist of a physical location for web retailers, which forces them to pay sales tax in the state. Hawaii is considering a similar bill.

Blue Nile, a diamond company has also shut down its program to Rhode Island residents.

On the horizon is the state of California, another state considering an affililate tax bill, sometimes referred to as affiliate nexus.

New York was the first state to pass such a bill, which went into effect last summer. 200 affiliate programs were canceled for New York residents as a result.