“Nevada has gold, silver, and wild horses.”

Ray Field, Executive Director

Wild Horse Foundation

From our offices here in South Reno we can look out the windows up to the scraggy peaks of the Virginia Range where wild horses forage in the sage and grass. We hike and ride bikes among the Virginia Range Mustangs, we drive up after work to catch the sunset over the Sierra Nevada as they graze the flanks and meadows.

We even use them in our branding materials; of course, we have to give them colored mohawks and other various treatments. But that is just the way we roll! :~)

Nevada is home to more than half of the wild horses in the United States, and for the most part they exist in harmony with the land and people, as integral to our identity as the Sage, Bighorn Sheep, and Lahontan Cutthroat Trout that we hold as official icons. The state derives identity from the western ethos the wild horses represent, and we as a company derive inspiration from their intelligence and tenacity.

YouTube, MySpace, Blip.tv, Crackle, Sclipo and Viddler

So when the Nevada Department of Agriculture announced plans to monitor the largest contiguous herd in the United States with the notion that more than half needed to be removed from the land, we decided to go out and take a closer look.

Thankfully Willis Lamm, a wild horse supporter and owner of Least Resistance Training Concepts; country singer and president of the Let ‘em Run Foundation, Lacy J. Dalton; and Craig Downer, Wildlife Ecologist and expert on the Virginia Range Wild Horses from the University of Nevada, were more than happy to show us around. We would have also liked to have spoken with representatives from the Nevada Department of Agriculture, but they were either unable or unwilling (see comment below).

What we found were a few bands of healthy and happy looking horses ranging peacefully across the low hills above the Carson Valley, southeast of our offices in Reno. The main thrust of the NDA Wild Horse Position Statement is that the range can support about 500 to 600 wild horses, according to an estimate in a study by the Natural Resource Conservation Service in 2001. But that estimate appears only to pertain to the 85,000 acres of rangeland in the study plot. The herd actually roams on more than 200,000 total acres of rangeland. According to the NRCS projections, there is more than enough rangeland to support the 1000 to 1200 Wild Horses known to exist in that area.

Most visitors see the Wild Horses when driving to and from the Virginia City area, but much of the range is publicly accessible by 4×4, ATV, foot and bicycle. Other states like New Mexico and Maryland are actively promoting their wild horse herds and get many thousands of visitors as a result.

From Mammoth Lakes, CA to Yellow Stone National Park wildlife and humans have been butting heads in the West for much of the last century. In Nevada, encroachment on habitat and conflicts with humans are a constant and growing problem. There is no doubt that the Virginia Range Mustangs need to be actively managed to survive; but the volunteer groups, and local adoption can be a benefit to the community rather than a drain on tax dollars. Since wild horses are so closely tied to the existence and history of humans in the west and the unique identity of Northern Nevada that we owe it to ourselves to find a palatable way past this crisis that benefits our land, our horses and the Nevada brand.

For more information or to get involved visit:

• NVWildHorses.com
  
• Wild Horse Mentors
  
• Virginia Range Wildlife Protection Association
  
• Let ‘em Run
  
• Save Nevada’s Wild Horses Diigo Group

-Mike

In my roles with Twelve Horses over the last 8 years, I’ve been involved in a lot of client strategy meetings. These meetings are usually about achieving some specific goal online and the tactics and technologies we can use to make this a reality.

When I first started as a bright eyed ambitious developer in 2000, most of the time I was pushing hard on automating this or integrating that. Since the commercial web arguably started as a marketing endeavor, most these conversations ended with the VP or Director of marketing looking at me cross eyed as the talk turned back to target audiences, focus groups and the 4 P’s of marketing (In case you’re wondering: Product, Pricing, Promotion, and Placement). This wasn’t all bad since my degree was in advertising and this conversation came as natural as the technical ones.

In 2003, talk turned to outbound marketing via email. In the previous 3 years, the coolest apps we could get marketers to agree to fund were those around customer acquisition (read: can I have your email address please?). Now after a few years, they had CSVs, databases, and sometimes Outlook Address books full of customers’ and prospects’ email addresses. Outbound marketing became very hot.

By 2005, more and more savvy marketers were coming to us saying things like, “yeah but my contacts are stored over here” or “can you connect to our CRM?” Obviously, internal IT projects had been launched and marketers were now endowed with the secrets that player tracking systems in casinos had known for years. Information technology could store more valuable consumer information than just email addresses.

2006 was the first year customers started to ask us about search engine optimization (SEO) - prior to that, it had always been us bringing it up. For marketers, search engines dictated how successful you could be online.

2007 was all about blogging and social networking. Discussions like, “I want to have a two way dialog with my customers and prospects” or “I want to go to where they hang out online.” Also, these techniques didn’t hurt SEO either.

My prediction (and what I’ve seen in the first quarter) for 2008, VIDEO! Broadband now proliferates the homes the way you used to have to go to work to get. Video online is becoming more compelling than that found on your TV. Anyone can create and publish it, and it’s surprisingly engaging. Video use cases have just started to scratch the surface of what we’ll see by the end of this year.

I would love to hear how your experiences with the web have changed from the prospective of a web developer, marketing person, or innocent bystander. Please comment below. I’m sure you can fill in many changes I didn’t describe above.

-Josh

As we all come sailing in to the New Year, there is little pause except to consider what has transpired over the last 12 months and recognize that the world of the web waits for no one. There has been a staggering amount of new blogs launched, a slew of new social networking sites, and just as many widgets, plugins, and assorted applications to deliver content to the widest audience possible.

With all the noise, fragmentation, and attention to the web, the challenge is to resonate, connect with and keep new customers. Listed below are some of the hottest channels and services on the market in 2007. Keep in mind, however, that for most all businesses it still comes down to having a well-designed, optimized website that offers a seamless experience and delivers on its promise.

Channels:

1. Love it or hate it, Email Marketing still holds the lead.
   • 96% of Internet users access Email almost daily.
   • 90% use email to engage in and determine the value of a relationship with a company.
   • 83.0% of marketers surveyed chose email as THE most important advertising medium
   • The ROI for email is twice that of any other online marketing channel.
   • E-mail marketing is growing annually at 8-10%
   • This past year alone, U.S. businesses spent $500 million on email marketing to generate $21.9 billion in sales.
2. Search Engine Marketing & Search Engine Optimization
   • Deliver a targeted, relevant result to a customer at the point at which they are actively searching for what you sell and track the entire path from keyword to conversion. The only problem of course is that the greater the competition the higher the Cost-per-Click (CPC).
3. Really Simple Syndication (RSS)
   • Almost every website uses RSS syndication to deliver content in a format that best suits the user’s needs. What is amazing is how few consumers know what it is, understand it, or know how it can help them consume information. Does it matter? Probably not. Using it is getting easier all the time. When you find a website you want to follow just look for the orange icon and click it.
4. Mobile
   • Mobile Marketing really took off for a while there, and then it seemed to plateau. Carriers and handset manufacturers made it difficult and expensive for most businesses to adopt it. However, the prices have started to come down. Additionally, this year something new came along - the iPhone. Since that time several popular web sites have created their own mobile versions for the iPhone- Google, Digg, and Facebook just to name a few. Mobile is only going to get better as it delivers richer, more useful and more user-controlled (see Twitter below) experiences. (Update: Director of Strategic Services, TJ Crawford talks about another hot mobile service in the works.)

Web Services:

1. Wordpress, a blogging and website software
   • Wordpress has seen incredible growth this past year and rightfully so. Not only do they offer a fairly quick and easy way for you to have a blog or website, but they also have some of the hottest web designers and developers in the world continuously donating their time to building new free and very functional tools for you to use to communicate and extend your reach more effectively.
2. Salesforce, a customer relationship management suite
   • For medium to large to enterprise level companies, managing enormous amounts of varying customer data requires automation. Salesforce offers a variety of different applications for organizing data and managing customers and projects. Understanding that each business has unique needs, many of their applications are customizable. In the past year, they have become even more successful by soliciting input through their Developer Network.
3. Facebook, a social web service
   • Facebook is king! Unlike MySpace, Facebook has inspired a lot of new and different applications to enrich the experience and keep users involved. The creators are still trying to make it pay out–and have even failed in some regard–but it certainly reaffirms how passionate people are about connecting through online communities.
4. Twitter, a mobile social web service
   • Twitter is unique since it is a web service integrated with an application that everyone with a mobile phone already has. People are using it to exchange information in the mobile environment, post updates to their blog or website, and meet new people. There are a lot of potential uses for Twitter across many different types of industries. Just remember you have to say it in 140 characters or less.

Of course, there are many more web services out there that have caught on and are gaining in popularity. As 2008 gains steam, you will undoubtedly see a clear leader - maybe Flock - that is capable of efficiently mashing up and managing multiple sites and accounts such as these. For any other predictions, you can check out fellow Twelve Horses’ bloggers, Josh Kenzer, TJ Crawford , Colin Loretz, and Mike Henderson. No matter what the future holds, you can be sure that the Web will continue to evolve and provide you with the tools needed to get the job done.

Hi,

I’m Mike Henderson, a new Content Developer here at Twelve Horses. I just started about 3 weeks ago (just in time for the Holiday Party…) and already I am pretty impressed with all the cool projects we have going. I’m going to be working with clients on creating and developing website content including, copywriting, blogging, photography, video and social media. I’ll also be doing some of that stuff right here on Horse Power!

Last week was a busy week at the Twelve Horses Reno office. I helped the team Q/C and launch new websites for three Reno, NV based companies! Not that that excuses us for not updating the blog… Still, I think they look pretty nice and show off some cool new ideas.

The Economic Development Authority of Western Nevada’s (EDAWN) new website is now open for business. This one was interesting because it required organizing a large amount of content in a user-friendly manner. Notable features include an event management system that ties into Salesforce.com, which very efficiently organizes customer data. The member center provides access to a lot of helpful information. The website also makes use of the RSS puller application, which is a very handy feature within our Content Management System (CMS).

Griffin Transport features a sharp design and a cool Flash locator map with roll-over hotspots to show the global office locations.

Nevada’s Center for Entrepreneurship and Technology (NCET), for which Twelve Horses is a sponsor, launched a new web site design featuring many social media features to better interact with Nevada’s entrepreneurs and students. Overall, a good example of what you can do with Wordpress.

So that’s what we’re up to. Let us know what you think!

-Mike

Headquartered in Reno, Nevada, and less than 30 minutes from the nearest ski resort means quite a few of us here at Twelve Horses like to ski and snowboard. In fact, two of Twelve Horses founders, David LaPlante and Martin Gastanaga, were professional ski racers back in the day before they got a wild hair and decided to start a web design and development company.

Obviously, their passions have an influence on the office culture, as well as the type of clients we have. As an indication, Heavenly Mountain Resort, Mountain Sports International, and Reno-Tahoe, America’s Adventure Place are just a few clients we have that are involved in promoting snow sports.

It is the latter client, along with a merry band of high altitude hucksters and several other sponsors, that somehow managed to convince the city of Reno to:

The video speaks for itself. You can also watch more on this YouTube channel. Can you say, Cool!?

Also, here are some awesome Ski Base Jump photos of Shane McConkey doing his thing courtesy of the RSCVA.

Like it or hate it, Web 2.0 is a term that is widely used. Marketers and industry folks use it all the time to describe web-based communities and social networks. And if Facebook’s recent valuation is any indication, things appear to be going quite well for this type of web development. Something more exciting than that, however, is Google’s recent announcement of OpenSocial. I’m sure someone out there is just barely containing themselves from labeling this recent development as the coming of Web 3.0. Regardless, it does have some pretty profound implications for businesses of all types.

What is OpenSocial?

According to Google, “OpenSocial provides a common set of APIs for social applications across multiple websites. With standard JavaScript and HTML, developers can create apps that access a social network’s friends and update feeds.”

What does this mean to you?

When you develop a web application you will have the opportunity to get much more out of your investment. You will be able to place this application on multiple sites to reach many more customers.

As an example, think of a resort destination that provides users with an application that allows them to rate their favorite places, share pictures and video, and even meet up. OpenSocial would allow this application to be used across multiple social networks like MySpace, Facebook, and LinkedIn, as well as other communities and even blogs.

I can already sense that some marketers out there are getting concerned about their web analytics. My advice - don’t worry about it. You will introduce your brand to more people than ever before. In fact, you’d probably see your web traffic go up. Go to where the audience is, don’t wait for them to come to you.

Of course, it is still early in the game for OpenSocial, and it depends on if everyone decides to play nicely together in the sandbox. Either way, it is something we will be watching and you should start thinking about when it comes to your online marketing strategy.

Google has certainly been thinking about it for a while.

As tired horses feebly found their way into the office this morning, there was little surprise as to why they were a bit sluggish. Yesterday, Twelve Horses was honored with the “2007 Technology Company of the Year” award in Las Vegas by the Technology Business Alliance of Nevada (TBAN).

It was a great event, and a huge thanks goes out to the Officers, Directors, and Members of TBAN who nominated and elected us. Furthermore, none of it would be possible without an awesome team of talented employees, customers who have been with us since 1994, and an array of partners who have supported Twelve Horses going back to the early days when we were Aztech Cyberspace.

We are not only honored, but thrilled, excited, proud, stoked, fired up, and above all - humbled. The fact is there are many cutting edge technology companies in Nevada that are doing impressive work and collectively elevating the tech environment of the state. They are here for a myriad of reasons, but suffice to say, it is because Nevada is a great place to do business.

So, why did we win? Well, you can read what the president of TBAN had to say in the press release. Clearly, it has a lot to do with the type of web development Twelve Horses is doing, as well as the length of time the company has been in business. But from my perspective, there is more.

Part of TBAN’s mission focuses on “supporting and expanding technology in Nevada.” Twelve Horses is involved in numerous community organizations that center around technology, marketing, design, education, and economic development, but one organization in particular, which has really grown in significance in recent time, is the Nevada Center for Entrepreneurship and Technology (NCET). David LaPlante, CEO of Twelve Horses serves on the Board of Directors as chairman, and I know he has put a lot of personal and company time and energy into seeing the organization flourish.

David LaPlante is what I would call an extreme advocate of technology in Nevada, and you would not believe the amount of energy he puts forth in driving it. Between myself and social marketing manager, Leilani Schweitzer, we have an incredibly difficult time just keeping up with him and his schedule. It is INSANE. He is not the only one either. His partners, Steve Spencer and Martin Gastanaga, take on their fair share of community involvement and support as well. But it really and truly comes from a great love for what they do, and while I am biased, it looks as if it is really achieving really great things for the state of Nevada. This brings me to one final point.

Does Twelve Horses do all of this for semi-selfish reasons? The answer is, yes. Because we are headquartered in Reno, Nevada, and yet, service clients all over the country and beyond, we are aligned in many ways with the Reno-Tahoe brand and business environment. The better the region looks and functions, the better we look and function. It is no different when tech companies establish themselves in Silicon Valley. They know there is a certain brand perception that comes with that geographical area, and they know there is a certain level of infrastructure and employee potential.

Martin Gastanaga is a fifth generation Nevadan, and David is very much rooted, along with his family, in Reno, Nevada. Many of Twelve Horses’ employees were born, live, and love it in Reno-Tahoe. So what you have is a partnership. Local community organizations, governments, businesses, and citizens and stakeholders help Twelve Horses by creating and fostering the type of business environment we need to be successful, and in turn, we do what we can to help Nevada become even better.

Twelve Horses will keep striving to develop new technologies and applications, open up new office locations, and also support the communities in which we operate. It has been a ton of work and a ton of fun, and we have met a lot of great people and enjoyed many new and exciting experiences along the way.

Again, a huge thanks to TBAN for the award, and our promise is that we will do what we can to live up to it.

This morning I ventured out to the Arizona Technology Council’s CIO forum. Anna Frazzetto, vice president of Technology Solutions for Harvey Nash USA presented their findings from the IT Leadership 2006/2007 CIO Survey followed by a round table discussion by 5 business people in various CIO related roles from local Phoenix businesses.

Having an Internet bent on everything I do, I was curious to hear how CIO’s for companies view the Internet. Do they see it as a marketing/sales project? Is it the responsibility of IT? What challenges do CIOs face when dealing with online CRM systems like Salesforce.com or by making company data available via externally accessible intranets?

Instead, the only question posed to the round table that was not related to off shoring was in regards to virtualization. I was in awe that there wasn’t ethical questions about off shoring, instead it was more a conversation as to what to off shore and how to manage it. Places like India, China, Vietnam, and even Mexico are fully capable and are in fact doing off shore projects for very large US companies. This seems to be a given in the CIO world.
The reason seems to stem from available resources. US colleges are graduating less than 10% of their students in computer and IT related fields. Less available bodies means greater costs to recruit and hire these students. Places like India can have as high as 85% of their graduating students in IT related fields. And here, inexpensive labor does not mean cheap work. It’s purely supply and demand.

When deciding what type of activities to off shore, panelist Fred Mapp, President of Quality Service Solutions, put it best, “You need to know what are your company’s core competencies.”

Obviously, you don’t want to off shore or outsource what makes you unique. Instead, you want to off shore those activities that aren’t productive for your company to be part of.

And don’t fall for the 80 - 90% cost savings hype that is often bantered about. Instead, you may expect to save about 40 - 50% after factoring time to manage and deal with the project.

I don’t want to get into any ethical conversation on this topic. If you feel strongly one way or another, I recommend discussing the issues with the Computer Science department at your local university. Also, kids learn what they want to be when they grow up at a young age. When was the last time you told your kids, “Computer Science could be fun.  That’s a profession I would look into.”

David LaPlante, CEO of Twelve Horses will be speaking on, “Building Brand and Destination Character Through Social Marketing” tomorrow at the 7th annual SMG Tourism Conference at Lake Tahoe. The event will be held at Embassy Suites Resort in South Lake Tahoe, California.

He will be providing a look at how destinations are using all things Web 2.0 to connect and engage with their audience in a meaningful manner.

The following article ran in the Reno Gazette-Journal today:

Tahoe Tourism officials to discuss strategy

Lake Tahoe-area tourism executives will gather in South Lake Tahoe on Wednesday to share strategic information at the 2007 SMG Tourism Conference.

This eighth annual event, which is themed “Sustainability & Authenticity: Marketing Your Destination’s Unique Character,” will address issues critical to tourism, including geotourism, social media and brand building, California tourism trends, and how Indian gaming and economic development trends are impacting destination character, officials said.

Speakers at the event include Jonathan Tourtellot, director of sustainable destinations at the National Geographic Society; Dave LaPlante, CEO of Twelve Horses; and William Eadington, gaming expert at the University of Nevada, Reno.

The conference will be at Embassy Suites Resort in South Lake Tahoe from 8 a.m. to 4:30 p.m. and will include an exhibition area.

Also included will be the Geotourism Dinner Cruise on the Tahoe Queen, featuring a panel discussion moderated by the National Geographic Society, after the conference.

The conference fee is $140 for one or two people or $115

for three or more attendees. The fee includes registration, lunch and all materials.

Spaces on the Geotourism Dinner Cruise are $58 each.

For more information, visit www.smgtourismconference.com or call (530) 541-2462, ext. 102.

tags: lake, tahoe, smg, tourism, conference, social, marketing, branding

An international best-selling author and marketing guru that I have followed for quite some time via his blog and books is Seth Godin. His unique ability to shift the marketing paradigm by framing issues and ideas in a different light has kept me coming back for more.

The stars have aligned, and I will be heading to Salt Lake City tomorrow to see him speak. I will do a follow-up post on the event. If you are in Salt Lake and have not yet heard about it, I have attached the press release below to provide you with more information. Marketing is a component of almost any business, so come on down and be enlightened, you’ll be glad you did. 

International Marketing Guru Seth Godin to Speak at
The Salt Palace May 24th, 2007

Salt Lake City, UT (WordMob) May 17, 2007 – New Utah based grassroots group, WordMob (http://www.wordmob.com), is bringing internationally known marketing guru Seth Godin to Salt Lake City on May 24th to speak to members of the community in a public event. Godin was vice president of permission marketing for Yahoo! and founder of two internet companies. He is the author of several international best-selling books, including Purple Cow and All Marketers are Liars.

Godin’s stop in Salt Lake City is part of a multi-stop tour promoting his newest book, The Dip (A Little Book that Teaches When to Stick and When to Quit). Other cities on the tour include Philadelphia, New York, Chicago and Silicon Valley.

Event Details:
Hear Seth Godin and Get Five Copies of His Latest Book, The Dip
The event will take place Thursday May 24th from 1-4pm at The Salt Palace, room 150A-G. (1-2pm will be networking; Seth Godin will speak from 2-3pm and then sign copies from 3-4pm.)

Tickets to hear Seth Godin are $50 and will be available at the door. Attendees will also receive 5 copies of “The Dip”, (1 to keep for themselves and 4 to give away) as part of Godin’s mission to spread the word about his new marketing concept that winners know when to quit when something isn’t working…he’s against “coping” and “being average” and advocates “be a winner or do something else.”

Background on Bringing Godin to Utah
Godin announced in early April on his blog (http://sethgodin.typepad.com/the_dip ) that he would come to any city in the U.S. that was able to organize 500 people willing to pay $50.00 to hear him speak. Each attendee would also get 5 copies of his new book (1 for them, 4 to give away), a $60.00 value.

Utahns, Phil Burns, Matthew Reinbold and Jason Alba discussed this opportunity and decided to organize and try to bring Godin to Utah. Within three days, wordmob.com was put together as a central organizational point and announcement hub. Over the next several weeks, more than hundred people committed to attending and several thousand dollars in sponsorship were raised. During this time, well over 100 articles on blogs written by Utah authors were written to spread the word. This action was convincing to Godin that there was an audience in SLC and he committed to speak.

Utah Businesses Sponsor the Event
Steve Spencer was the first to pledge sponsorship for his company Twelve Horses as a Gold Sponsor. Spencer is passionate about providing outstanding opportunities for Utah Businesses such as this event and encouraged other Utah Businesses to also sponsor. Bateman IP Law Group, Connect magazine and BackCountry.com are also sponsoring the event.

About WordMob
Wordmob (http://www.wordmob.com) is a grassroots volunteer organization created with the intent of bringing a world renowned speaker to Utah once a quarter. The opportunity to bring Seth Godin to Utah in May was the catalyst for putting this idea into action. Active members of WordMob include: Kelly King Anderson, Jason Alba, Ash Buckles, Phil Burns, Shahar Boyayan from BuzzBooster.com, Janet Meiners, Matthew Reinbold, Steve Spencer, and Paul Wilson.