每日一译 Q & A - Why did you leave Pepsi?

原文：
地址：http://christopherpan.spaces.live.com/Blog/cns!E12114FC01B6E663!2060.entry

Here are some questions I am often asked and I will answer them when I get a chance (stay tuned):

Why did you leave Pepsi?

The original role that PepsiCo China offered me was "e-Marketing Director" because they sensed they needed more capability in the digital world. I felt "e-marketing" that was more a manager-level role (build websites, execution) and requested the title (and role) be more about "interactive marketing": truly engaging consumers. Richard agreed immediately and then added "New Initiatives" to give me more freedom to use other non-digital breakthrough marketing approaches.

I accepted the role and came to PepsiCo Oct '05 with 3 goals (thought I would need 2-3 years):

1) Build world-class interactive and innovative marketing capability at PepsiCo

Most of PepsiCo's marketing team is now quite digital savvy and we have several excellent agency (CIC, AGENDA) and media (NetEase, The9) partners. I spent a lot of time in training and coaching the team. Here are 2 results:

The Pepsi Creative Challenge won PepsiCo's internal 3D Marketing Award - highest marketing award given internationally

I spent only a few minutes several times on the '07 CNY campaign. The team did 99% of the work. Results? Over 9million consumer greetings sent via our campaign! This is a Guinness World Record for consumer participation in a campaign! This is when I knew I was no longer needed. (I told Richard that the Interactive Marketing Director was temporary - in the future, interactive must be a core competency of the brand teams; should not be left to a separate department).

2) Learn about China

I've made it a deliberate effort to get out of the office as much as possible - going into the dorms, consumers' homes, and shop alongs in 15 cities in China.

3) Build network of resources.

I've worked with dozens of agency and media companies and met hundreds of people in various fields. From that, I am inviting the most passionate, talented, and daring to partner with me to change the world.

I thought all this would take 2-3 years, but I am 6 months ahead of schedule. So just like when a handyman finishes a job, my goals at PepsiCo were completed so I resigned.

Coming up:

What do you want to do?

Why do you want to do it?

How will you do it?

Who will you do it with?

When will you do it?

Where will you do it?

这有一些我经常被问到的问题，当我有机会的时候我会回答的。

为什么你要离开百事

最初百事中国提供给我的职位是“网络营销总监”，因为他们感觉到他们在网络上需要获得更多的能力。我觉得网络营销更多的是一个管理者的角色（网站的搭建，执行），并要求更多的具有互动营销的能力：真能能打动用户的营销。理查德立即答应,同时为了提供给我更多的自由使用其他非数字性的突破式的营销方式又加入了“新举措”。
我接受了这个职位并在05年10月到达百事，同时定了3个目标（原以为会干两到三年）。
（1）在百事建立世界级的互动和创新的营销能力。
当时百事大部分的营销团队都是非常数字化的，并且我们有些出色的机构(CIC, AGENDA)和媒体伙伴（NetEase, The9）。我花了大量的时间来训练和磨合团队，并取得两个结果：
“百事创造性的挑战”赢得了百事内部的3D营销奖--国际上颁给的最高奖项。

BUG解决2 ：Warning: Cannot modify header

Warning: Cannot modify header information - headers already sent by (output started at

琢磨好半天，
从前往后，从后往前，最后终于揪出凶手...

emeditor编辑文件采用utf-8编码保存的时候默认会选择一个选项：
添加一个BOM..

结果....
万恶的警告出来了..
后来重新修改..
一切正常了..

修改用户权限的错误

不应该修改localsettings.php，而是应该修改defaultsettings.php文件，该文件存在与include文件夹下...

T_VARIABLE 该错误为PHP语法错误，出现未知变量，即该变量不应在此位置

wiki问题解决途径

奶奶的..累死了...老问题仍在继续..
但是google的结果却在刷新...
再一次感谢google...

说下偶的情况：

安装错误信息：
” failed with error code “Specified key was too long; max key length is 1024 bytes (localhost)”.

官网的修改方法不管用...尤其是一个job文件，根本找不到要修改的数字。

所以开始google...

尝试了：

Fix

[edit]

open file: tables.sql

Search for:

CODE

CREATE TABLE /*$wgDBprefix*/job (
job_id int(9) unsigned NOT NULL auto_increment,

-- Command name, currently only refreshLinks is defined
job_cmd varchar(255) NOT NULL default '',

-- Namespace and title to act on
-- Should be 0 and '' if the command does not operate on a title
job_namespace int NOT NULL,
job_title varchar(255) binary NOT NULL,

-- Any other parameters to the command
-- Presently unused, format undefined
job_params blob NOT NULL default '',

PRIMARY KEY job_id (job_id),
KEY (job_cmd, job_namespace, job_title)
) TYPE=InnoDB;

Replace with:

CODE

CREATE TABLE /*$wgDBprefix*/job (
job_id int(9) unsigned NOT NULL auto_increment,

-- Command name, currently only refreshLinks is defined
job_cmd varchar(255) NOT NULL default '',

-- Namespace and title to act on
-- Should be 0 and '' if the command does not operate on a title
job_namespace int NOT NULL,
job_title varchar(255) binary NOT NULL,

-- Any other parameters to the command
-- Presently unused, format undefined
job_params blob NOT NULL default '',

PRIMARY KEY job_id (job_id),
KEY (job_cmd (160), job_namespace, job_title (160))
) TYPE=InnoDB;

原地址：http://www.ipbwiki.com/Media_Wiki:Specified_key_was_too_long%3B_max_key_length_is_1024_bytes
的方法，失败

继续找..其他失败的暂时就不说了..又找到..
his is a known bug, as we can see in bug 2907, so I modified maintenance/archives/patch-job.sql, added the following lines:

DEFAULT CHARACTER SET latin1 COLLATE latin1_general_ci

after the “) TYPE=xxxxDB” line.
solved

原地址：http://blog.dragon2.net/2006/04/27/322.php

尝试了下..好使了...

可见....
会英语和搜索引擎的重要性...
又发现提供解决方法的是个blog..
可见....
web2.0
......
....

开心...学习...努力...奋斗...成长

工作上的进步无法满足个人成长的步伐...
心中的信仰仍然需要继续追求
http://home.donews.com/donews/article/1/111197.html

个站建立过程

当然只是模块形势简述下，同时也不要拘泥于其中，具体情况不同，各个模块的紧急状况同样不一样。

1.主题确定：
个站的主题确定只是为了确定内容积累方向，网站发展方向，目标人群，及内容展示方式（会在第二点里详述）。
这个往往被以往的文章都排到第一位，虽然这个确实很重要，但是具体情况是，很难有个站能根据自己第一个定位从一而终来最终获得一定的成果，都是根据当时的市场状况及网络趋势来确定或更改的，好像当初做btpig一样。
最初曾经是想搞文学站，因为那个时候很喜欢文章，同时也因为自己接触网站最开始也是在记录自己的事情，同时期盼得到别人的回应，这同样也是原创文章大部分的出发点。现在想想，当时应该也是因为市场调研不够。（这个是影响一切产品成功率最大的因素）
后来又因为自己打游戏，准备建立一个战队论坛，到这个时期，已经完全失去了目标，也没有一个长远的设想了。后来又开始转变，先后共转变了几个主题，最终才由于趋势定位在BT下载上。

2.网站形式及结构的确定:
同样的内容，通过不同的展示方式会得到很大差异的效果。尤其是现在的网络，越来越多的网站形式出现，并可以很方便的使用，对站长来说，选择多是好事，选择多也有弊端，这个以后再说。
在现在web2.0的各种形式出现的环境，大家还是需要谨慎认真的考虑自己的内容，从而决定究竟采用那种网站形式。dig一样可以做成资讯类的1.0网站，wiki加以改善甚至可以比BBS能带来更多的互动，国内几大的BSP已经把SNS完全融入blog里面了... 网站形式绝对是很大的因素来决定效果，即使是同样的内容。

3.虚拟主机的选取：
决定了网站形式，就可以确定采用何种程序了，从而来确定虚拟主机的环境，例如linux or windows，同时还要考虑到线路及速度，这个是由于中国网络环境特殊性决定的，千万不要高估电信与网通的互联。
这个过程个人感觉不会起到决定性因素，（从btpig最难的时候可以看出来，内容的吸引力完全可以让用户一定程度上忍受速度的不满，当然还是要追求稳定快速，条件允许的情况下）。但是对于用户体验来说，确实是一定需要考虑的，尤其对于新站，不稳定的访问结果及难以忍受的速度绝对可以把你前期辛苦拉来的用户一扫而空。

4.域名的确定：
域名的确定需要考虑到网站内容及形式等因素，内容和形式是主导因素，同时从用户角度来讲也会给你一定的帮助。
同样，本人不认为这个是个重要的因素。（btpig在注册人数几万，在线过千的情况下才从免费的超级长的访问路径更换到一个域名）国内的大部分用户一直都有收藏夹的缘故，并且这个比例随着网民年龄的跨度及数量只会越来越大，连公司的美工访问baidu都在用收藏夹....=。=

5.网站的运营：
个人感觉这个是最重要的因素，或许需要更大的篇幅来整理了。

看看中国IT的言论也挺有意思的...

这个就挺好玩的

撒谎的土豆：流氓推广与色情弹出一应俱全

摘要：土豆与流氓插件合作，凡用户在地址栏输入国内某知名视频网站，就自动跳转到土豆网。

　　17Tech 02月12日消息： 业内消息人士称，视频网站土豆网利用流氓软件推广，alexa排名从500名直升到130名。

　　一、土豆与流氓插件保兰德尔合作，凡用户在地址栏输入国内某知名视频网站，就自动跳转到土豆网。

　　二、除了做流氓软件推广以外，土豆还对外谎称每天有1000万视频被浏览，是中国NO1视频网站。但根据艾瑞的内部调查报告显示，土豆网目前在中国视频网站排名是第七。

　　三、通过色情视频推广，自去年12月，土豆每月120万人民币用于色情视频弹出。不过很聪明是通过别的页面跳转，详细页面见 (http://www.78tl.com/mkt/lancer/tuiguang/index.htm)

　　业内人士称土豆如此疯狂举动，可能反映土豆原来的融资已经消耗殆尽，继续刷高alexa排名，融到下一笔钱。
(完)

评论也挺好玩的

1. 这话说的，一看就知道是行家，冯鑫是我朋友，请不要恶搞他，好吗？什么叫他最大？你有什么权利给他评这个奖？SOHU的SOGOU小吗？软众小吗？装什么孙子，都抖了出来大家都不舒服，劝你别装孙子。

   我这话就放这儿了，现在做视频网的，那里站感站出来说自己干净，流量都是真实的！？有一个算一个，国内需求就那么大，大家都想做老大，都想做第一， 都想骗钱，才有了作弊。即便今天没DM，也会有其他作弊方式。流不流氓放一边先，至少DM还给了一个用自己点击选择的机会，没有骗点击吧，总比那些不靠谱 的什么联盟强吧。

   发言人：酷热法师

   网友评论 — 2007-二月-12 @ 11:15 am

2. 清者自清，没啥好吵吵的，诸位看官们去被点名的这些地方亲眼瞧瞧不就得了：什么土豆白菜啦、几 间房啦、艾瑞阿列克萨排名啦~~~~说到排名和色情，鄙人倒觉得有个叫优酷什么的网站，搞了个女的，张玉还是张珏的，潜规则了一把，那个阿列克萨嗖嗖的涨 啊，可惜这女的被黄金甲的大胸们抢完风头后，这个什么酷的网站排名又哗哗的跌；说到一登陆就跳转到别的站，那时候视频站还只有56、土豆、六间房的时候， 在下上土豆网的时候倒跳出过一个叫做mofile的登陆窗，去这个网站看了看，好像是做网络硬盘的？还要交钱？后来上百度，一搜土豆网，又出来个什么土豆 丝，打开一看，也是貌似私人blog的mofile广告。。。江湖混沌，真是挺逗的，反正俺们用户觉得哪儿干净哪儿好看哪儿不卡哪儿人气旺，就去哪儿呗 ~~~~理这么多猫腻儿干嘛，就当演员们的幕后花絮，看完了一乐就是了，呵呵。

   网友评论 — 2007-二月-13 @ 16:24 pm

3. 土豆Alexa排名黑幕，原金山冯鑫做的保兰德尔干的
   道听途说 发表于 2007-2-15 15:15:32

   保兰德尔每天300cpm，价值6000人民币，一个月才18万，

   能做到世界排名100 内，有需要的请联系酷热CEO 冯鑫，

   也就是前金山冯鑫，冯鑫是实际的大股东，据称瑞星对保兰德尔也是不杀的，

   金山毒霸也不杀，360安全卫士也不杀保兰德尔，冯鑫和金山，瑞星，周鸿祎都有深厚的关系，

   和donews刘韧也有关系，和265老蔡都是哥们，业界很多人都知道这层关系，所以，

   陈一舟的dudu弹出被告的死掉之后，保兰德尔已经成为中国第一插件，

   除了紫光绿信外，日进斗金的插件厂商，这要感谢业界关系非常强大的冯鑫啊

   donews一直没有相关新闻，原因也很简单，冯鑫的关系非常庞大，刘韧也得买账

   土豆没钱了，为了后续VC投资，找保兰德尔赊账做的，每天400cpm，操作的人太着急上量赚钱，一下把土豆排名做烂了

   网友评论 — 2007-三月-7 @ 13:04 pm

The 50 Most Important People on the Web

Here's who's shaping what you read, watch, hear, write, buy, sell, befriend, flame, and otherwise do online.

Christopher Null, PC World

Important People #1 through #5

Photograph: Courtesy of Google

1. Eric Schmidt, Larry Page, and Sergey Brin
Executives, Google

When your stock price can top $500 a share, you're collectively worth $33 billion in cash, and you run the most trafficked search engine on the Internet, you can afford to do, well, pretty much whatever you want. Sergey Brin and Larry Page's little project from Stanford has grown into the Web's most talked-about powerhouse, and one of the few names on this list to have morphed into a verb. Schmidt left Novell to join the board of directors at Google in 2001 and soon became the company's CEO. Having conquered the online advertising world, Google seems to be gearing up for an acquisition spree, its headline-grabbing purchase of YouTube marking a big step toward complete domination of the Web.

Photograph: Courtesy of Apple

2. Steve Jobs
CEO, Apple

No doubt you're sick of the media bonanza surrounding the every move of Apple's CEO, but when one man's appeal for DRM-free music reverberates around the world, it's hard to ignore the power he wields. Jobs popularized legal music downloads and legal TV and movie downloads. And though the iPhone won't be released for five months, its demonstration at Macworld Expo suggested that this product might finally popularize Internet browsing on a mobile device.

Photograph: Courtesy of BitTorrent

3. Bram Cohen
Cofounder, BitTorrent

P2P systems like KaZaA and eDonkey are so last year. The future is all about BitTorrent, the brainchild of math wizard and programming wunderkind Bram Cohen. BitTorrent, developed in 2001, has gained in popularity as a way to download large files (like movies) by sharing the burden across hardware and bandwidth. The technology's adeptness at handling large files got Cohen in trouble with the Motion Picture Association of America, which ordered BitTorrent to remove copyrighted content from its network. But that setback hasn't slowed it down. Reportedly, more than a third of all Web traffic now comes from BitTorrent clients. BitTorrent and the entertainment heavyweights have since joined forces. The newly released BitTorrent Entertainment Network launched recently with thousands of industry-approved movies, television shows, games, and songs for sale and rental.

Photograph: Courtesy of Blizzard Entertainment

4. Mike Morhaime
President, Blizzard Entertainment

In the world of online gaming, there is World of Warcraft and there is everything else. With 8 million players worldwide, Blizzard earns about $1.5 billion a year on WoW. And each player is breathlessly beholden to Mike Morhaime for the chance--if it ever comes--to obtain that Blade of Eternal Justice. As with Second Life (see #17), entire real-world businesses are based around the game. Unlike Second Life, though, these businesses--which exploit the WoW economy and gameplay--are not entirely welcome.

Photograph: Andrew Lih

5. Jimmy Wales
Founder, Wikipedia

Many onliners treat Internet encyclopedia Wikipedia as their first and last stop in researching a topic; and its user generated content has become so reliable that Nature magazine declared it "close to [Encyclopaedia] Britannica" in accuracy. The site has been cited as a source of information in more than 100 U.S. court decisions since 2004. But its popularity has also made Wikipedia a target for spammers--so much so that Wikipedia temporarily blocked the entire country of Qatar from making edits. To thwart spammers, Wales decided to slap "nofollow" tags on external links, telling search engines to ignore the links in order to avoid artificially inflating the search engine ranking of the link targets. This strategy ensures that Wikipedia's prominence in search results will continue to grow. But Wikipedia may just be the beginning for Wales. He recently launched his own search engine, WikiSeek, which searches only sites mentioned in Wikipedia.